As an SEO expert, I’ve personally lead or helped develop strategies for dozens of eCommerce SEO campaigns. Learn about the types of strategies and tactics I use for eCommerce websites by reading these SEO case studies. You’ll see that the results speak for themselves.
Note: For the sake of brevity, I won’t be going into exhaustive detail concerning every element of these campaigns. Instead, I’ll highlight the major tactics I employed to drive more leads, revenue, and traffic.
I also do not display any identifiable data from any clients, and do not highlight data from any clients identified in my ‘About’ page except when referencing publicly available data.
Client 1 was an eCommerce brand with strong brand loyalty, but little brand awareness. My main focus for this campaign was to expand brand penetration knowing that once I brought visitors to the website, our odds of conversion were high.
The strategy here was two-fold: create top-of-funnel content to draw in visitors interested in the industry but not immediately looking to make a purchase, and modify the product pages to rank better for non-branded terms. For this case study, I’ll focus primarily on the content part of the campaign.
I engaged in multiple rounds of competitor and keyword research using tools like Ahrefs, Keyword Planner, BuzzSumo and BrightEdge to identify topics with significant search volume but low competition. I did this because it allowed the website to start ranking for top-funnel and long-tail keywords within weeks of launching the content.
To develop the content I worked with writers by providing them the following:
- Target keywords and synonyms
- Page title
- Headings and subheadings
- Internal links (to drive top-funnel visitors to product pages)
- Competitor examples
- Word count
At the start of the campaign, the website ranked for 46 keywords on Page 1. Midway through the campaign, the site ranked for 171 keywords on Page 1. By the end of the campaign, the site ranked for 478 keywords. This represents a 904% total increase.
Of course, while keyword rankings are great, at the end of the day I care about driving real business for my clients and helping them grow. As you can see, we saw nearly 60% revenue growth from organic search.
We also more than doubled traffic to the website from SEO, which helped grow our Paid Search remarketing audiences and our email lists.
For client 2, the primary challenge was developing an SEO strategy that worked at scale. This eCommerce brand had tens of thousands of SKUs; optimizing all of them product-by-product simply wasn’t an option.
Instead, I found during the course of my keyword research and competitor analysis that the pages that tended to rank for the biggest money-driver keywords were product category pages. Therefore, I identified the top product categories on the website and worked on optimizing those for the aforementioned keywords. These eCommerce optimizations included:
- Title tag and meta description rewrites
- Overview and Q/A content development to live on the category pages
- PageSpeed improvements, primarily image compression
As a result of these efforts, the website’s keyword rankings skyrocketed. The number of keywords the website ranked for on Page 1 increased by over 155% throughout the campaign.
The other focus of this SEO campaign was to increase sales and revenue by converting our new and existing traffic. The first step was to figure out which products to focus on. I did this by
- Identifying high-margin products and optimizing product pages using onsite-SEO best practices
- Identifying products ranking on Page 1 of Google, but in position 5 or worse
With those products identified, I could work my way through them by expanding their product descriptions, adjusting metadata, improving PageSpeed, building links to the pages from manufacturer websites, and adding product schema markup.
This strategy yielded (approximately) a +10% increase in conversion rate, +15% more sales, and +25% more revenue.
Client 3 was doing a great job of driving traffic to their website, but was struggling to convert site visitors into paying customers. Thus, my focus was optimizing bottom-funnel product and category pages, refining the checkout process and improving user experience on mobile devices.
To improve conversion rates, a major project involved creating curated lists of products for various occasions such as Mother’s Day, Back to School, and Christmas. By highlighting related products, we were able to increase the site’s average order value. We also made changes to the product pages themselves such as making the ‘Add to Cart’ button stand out more, expanding product descriptions, and setting up product schema to make our product listings more prominent in the SERPs with review stars and pricing information, like in the example below (not the client).
For the checkout process, I found in Google Analytics that there was significant shopping cart abandonment. After diving in deeper I hypothesized that the multi-page checkout was the issue. All of their major competitors used a single page checkout, and because of Client 3’s persistent page speed issues, each additional page load was causing potential customers to give up on their purchase. Therefore, we created a single page checkout and added a PayPal option to further lower barriers to conversion.
Lastly, solving the aforementioned page speed issues was a critical part of the strategy and improving mobile UX in general. I compressed dozens of bloated images, offloaded non-essential scripts to Google Tag Manager, and helped setup Cloudflare, a CDN. We also cleaned up other mobile UX issues such as buttons that were too close together and text that was too small.
Because of these efforts, we saw tremendous success in all major eCommerce KPI’s during the campaign:
Now that you’ve seen the types of results I can drive for eCommerce-based businesses, feel free to check out my other case studies. Or, if you’re looking for help growing your own eCommerce business, you can get in contact with me here.