SEO For Ecommerce: A Different Ball Game

monopoly-e-commerceA potential client I met recently asked me a question that I hear quite a lot now: “why would anyone need a specialist ecommerce SEO agency, isn’t it all the same?”

It’s a question that reflects a lot of the confusion out there around SEO because, despite what you might read or might be told, one size certainly does not fit all.

Based on our experience and the work we have carried out with clients in this area, when you look at the quirks and peculiarities of doing effective search engine optimisation to support ecommerce companies, there are some notable differences you’ll need to bear in mind.

In fact, many ecommerce companies are missing out on a ton of SEO value as a result of not properly understanding how to make an SEO strategy work well for their specific industry.


A little help from our friends

One of the reasons why we are particularly suited to helping ecommerce companies with their SEO here at dotSearch is because we have built our very own ecommerce platform – dotCommerce – and have an array of ecommerce gurus at dotDigital who live and breathe this stuff.
As a result, we can share best practice, conduct research and intimately understand the range of often differing requirements companies in the space have, feeding this knowledge back into ongoing search strategies and recommendations.

The Ecommerce SEO example

Let’s look at an example of this. One of our clients was categorising products in a single, top level category format – using terms like “shoes”, “hats”, “bags” – a strategy that seemed sensible enough.

However, after doing some extensive keyword research, we found that we could supercharge the SEO value for these products by being more specific. As a result, we recommended a shift to more detailed classifications – so in the case of something like a pair of high heels, it would be included under multiple categories like ‘High Shoes’, Stilettos’ and so on.

The client implemented this using dotCommerce and immediately the brand was looking at an average of 20% more traffic to each product. This also increased overall sales by 17%; a great result for such a small tweak.

And because we have lots of clients in this space, we can take the learnings and research we have conducted in this case and use it to assist our other clients.

Naturally, no confidential data is shared, and internal competition keeps the specific and most sensitive data under wraps. But what can be shared contributes to a better overall understanding of consumer behaviour and specialist, industry-specific SEO techniques that can’t be rivalled.


So to answer the original question, we think it’s clear that an SEO agency with significant ecommerce experience and a number of ecommerce clients on the books can offer the best understanding of whether your audience is more likely to click ‘Read more’ or ‘Learn more’, or respond better to ‘Buy now’ or ‘Place your order today!’

And with a combination of 15 or so factors that make up each optimised product page – getting more of them right simply means more products sold and more revenue for your business.

And who can argue with that?

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