Our approach to ecommerce SEO
As a Google Partner agency, we have a proven track record of delivering tangible growth for ecommerce businesses of all shapes and sizes. Our SEO team are experts in strategising your unique path to organic success, utilising cutting edge technologies and tactics to achieve it.
Our approach to ecommerce SEO involves:
Ongoing Technical
Any ecommerce platform without a backbone in technical SEO is likely to underperform. The usability of your website is crucial for customers to be able to have a smooth journey from interest to purchase.
The nature of an ecommerce website means large quantities of URLs, complex site functionality triggered through JavaScript, and a host of unique challenges to overcome. We will be there every step of the way to ensure your website is running smoothly through a continued deep dive analysis into how it ticks. We pride ourselves on transparency, so you won’t be left in the dark as we work with you to resolve any issues.
Product
Product optimisation is a key part of ecommerce SEO. We will review the sales copy on your product pages, looking at keyword targeting and use of calls to action to improve search rankings and drive conversions. We’ll also look at your use of technology such as structured data to improve the way your products are understood and represented by the search engines.
Depending on the size of your ecommerce store, we can also leverage automation to deploy content changes at scale. This streamlines resources, improves ROI and ensures we can focus our efforts towards other critical optimisations.
Conversion Rate
Whilst ecommerce SEO is primarily focused on driving new traffic to your website, your existing traffic shouldn’t be ignored – and this is especially applicable for ecommerce websites when repeat sales and upselling can add a great deal to your bottom line. Therefore, we will assess the sales funnel online to identify the points where people drop off or where there is an opportunity to upsell your products.
Design
Just as you’d dress a physical shop to impress, your website should be no different.
Websites that are easy to navigate, tailored to your audience and display trust signals – such as security certificates and known payment gateways – are proven to convert more sales.
We apply both best practice design approaches and bespoke recommendations based on the purpose and audience of your ecommerce site, using additional analysis tools to understand how users interact with your website.
Category Page
Category pages are a key part of both the on-site user journey and a robust organic strategy. By engaging customers at a broader level to the specific product, you can be eligible to rank to high-volume search terms in SERPs, all whilst providing users with logical decision points when narrowing down their purchase.
Category page optimisation isn’t about adding in a standard module of SEO text and leaving it there; it’s about making user-centric decisions that boost your topic authority, promote content exploration and drive conversions. We’ll make sure your category pages are tuned to perfection.
Focusing on Impact and
This mantra holds true across all our SEO services but especially so for ecommerce.
Online stores are vast, so there’s naturally plenty to do from a “best practice” perspective. However, not all site improvements will drive more revenue or align with your business goals. We dedicate ourselves to your KPIs while remaining transparent regarding the resource that certain deliverables will involve. If optimisations don’t lead to tangible returns then we don’t do them. It’s that simple. We focus on impact and value-driven ecommerce activity.
