SEO for eCommerce
SEO is not a one-size-fits-all strategy. The idea of driving tons of traffic to a site makes little sense unless that traffic executes a transaction. Optimizing a site’s organic content strategy for revenue requires different techniques. Not all traffic is created equally for eCommerce sites and the truth is that traditional SEO strategies are not sufficient.
Keywords vs. Products
Virtually all SEO strategies start with a discussion about keyword research. That doesn’t work for eCommerce managers who think in terms of products, not keywords. Keyword strategies are short-tail strategies that don’t reflect the long-tail nature of eCommerce. eZdia’s approach starts with product-level analytics data and optimizes the SEO strategy for the total content return not just for a small handful of keywords.
Volume vs. Value
Virtually all SEO strategies focus around a metric called Average Monthly Search volume (AMS). Search volume is certainly an important consideration, but the quality of the data is problematic. The best evidence of a data quality issue is that no two sites can agree on exactly what the AMS is for a given search query. In eCommerce volume is not enough. We care about the value of the search. Using cost-per-click (CPC) eZdia leverages the market’s valuation of a given keyword when building a keyword strategy.
Rank vs. Revenue
Most firms talk about search engine results page rankings, but eZdia likes to talk about incremental organic revenue. It’s very hard to make business decisions around changes in rank. Revenue is the language of eCommerce and this requires an approach that uses analytics to optimize a site’s content strategy
eZdia’s SEO for eCommerce strategies are featured in a new book that is available for free while supplies last.
Page Prioritization for Search