First thing first, the image listed above shows the dates January 1st through January 31st vs.April 1st through April 30th.
I’ve decided to exclude the month of February due to the difference for Valentine’s Day and Valentine’s Day extended, which is the third best day of the year for this Ecommerce company. This way, we are able to compare the most apples to apples months without including external factors that could have shifted Search Engine Optimization efforts. Most importantly, search engine optimization efforts began before Valentine’s Day.
Prior to starting, this eCommerce website was behind on Search Engine Optimization efforts and ranked at position #5 for it’s own brand term. Even though SEO was the biggest revenue channel, it was our goal to see how rapidly revenue could increase by allocating proper efforts. Prior to starting, the organic channel drove around 29% of all revenue.
The fantastic aspect of increasing organic traffic is that it always helps increase direct traffic due to its proportional correlation. When users are not clicking, but directly clicking on the URL to type a domain, their intention level tends to increase as the user is much more likely to consider seeing the products vs. just figuring out “what the hell do these people offer?”
This website spent the same amount of money on Facebook in January vs. April, but it’s direct traffic increased 72% by sessions, and showed a higher conversion rate of over 53%.
Issues the store website had:
- Incorrect Meta Data
- On Page mistakes such as -duplicate descriptions + missing title tags + incorrect headers
- Canonical tag issues
- Anchor text errors
- Incorrect sitemap
- Defective Blog
- Several 404S
- 0 Guest Post Opportunities
- Most importantly, no content strategy.
- No breadcrumbs
- Low Page Speed
- Spammy Links
Back in January, the brand keywords that drove Over 40% of the organic traffic ranked in position #5 behind Amazon and three other powerful domains. With a domain authority of 25 and around 1800 keywords indexed, we needed to solve problems.
On Page Issues
We went back to fix the basic On Page mistakes in order to give the brand the search visibility it deserved. The brand was losing money by being outranked by Amazon and other websites that sell similar products.
First, we performed a detailed keyword research in order to determine, Keyword volume, Content crafting opportunities, Keyword difficulty and ability to scale specific themes or bubbles, Keyword CPC
Keyword CPC is extremely important for scaling purposes in the long run. Usually, keywords that tend to have lower cost per clicks are guaranteed to increase in volume over time.
When running paid search campaigns, companies want to reduce their costs to keep margins as high as possible. Regardless of the users buying journey or stage, low cost per click keywords will eventually get targeted to drive prospects through a different funnel. Therefore, take a look at them and utilize them in your favor!
Ecommerce Conversion Rate increased by 18.14% which presents a massive opportunity for overall revenue when organic search traffic has increased (by 101%) in such a short period of time.
As the traffic kept growing, it was important to leverage top of funnel traffic vs. medium funnel traffic to ensure sales kept moving throughout the website. After all, it is all about the numbers and revenue flowing in!
Keyword research was a pivotal point for this website. Our goal was to fix and clean problems from the previous company that was working on organic efforts prior to Perconvly. The domain actually contained too many keywords and too much content, which was slowing down the website, as well as decreasing its value due to so many category pages without links.
Marketing is about building trust, being transparent, providing a solution to the consumer and then pushing for the sale. We built new lists per buying stage, interest, appreciation, product originality and relevance across the category landing pages.
Content opportunities were created by finding keywords that ranked on positions between 10-20, to push traffic pretty quickly. This was the best opportunity to attack multiple themes on a lengthy and worthy article, to start telling the search engine, we have new content, but most importantly, to keep on building and improving the online presence/visibility.
You see, while content is King, results are seen in the enhancing of the content promotion. Outreaching for other blogs + websites, giveaways and contests is an extremely time consuming process that takes countless hours per week to scale and deliver great results.
Honestly, it was pretty crazy to see how revenue still remained between 28%-29%. Even though this case study is focused on ranking brand keywords, we truly expected revenue to have a higher spread among channels, which could have made the organic channel deliver around 33%-35% of the overall revenue. As we write this case study on May 11th, Organic efforts are now driving 37% of the overall website’s revenue. We are projecting organic revenue will grow by 276%, when compared to January and an additional 38% when compared to April.
On the bright side, it opens the gates to keep on driving organic traffic through non branded terms that have tremendous growth opportunity as more resources are invested into developing better content.
Since January 1st, there have not been many branded keywords driving traffic due to an incorrect or poor content marketing opportunity implemented.
However, the real brand awareness aspects will come from the non branded keywords.
These are the keywords that have the highest amount of competition due to many other brands competing and trying to get a piece of the Page 1 share.
How did we select which non branded keywords to focus on?
Per Search Console Data and SEMRUSH Data, we began by putting more efforts towards keyword bubbles between the positions of 20-30. Once keyword bubbles or themes were organized, we moved onto picking the most important per direct effect.
Important was defined by: search volume + competition abilities.
NON BRANDED KEYWORDS GAMEPLAN:
Once these keywords have been selected, we added them to a different document and segmented them into four different categories:
- Ready to Purchase
Segmenting keywords by intention is one the best ways to improve proper click through rate,which result in boosts towards improving rankings. Women that could have been interested in a specific product, might be willing to read more about how the item could look or how it could be used.
Women who may be comparing items, can come to a category page featuring the best selling items, along with images of women wearing the best selling products.
The difference occurs on the content being tailored, and how groups of consumers might react depending on the search intention. If you are searching for a Roofing Contractor, it might be best to find the best contractors in your city, see their services and experience prior to getting a free quote right?
Search Engine Optimization is still extremely effective for an eCommerce Store. Even though Facebook is the new and popular traffic channel, do not be tempted to neglect organic traffic. Not only can it provide extremely valuable conversion rates and higher amount of visits, most importantly, users are much more likely to take action.
Facebook Ads are fantastic and work extremely well, but these ads run per interest and audiences with the hope that a user might click on a beautiful ad or some great content. With Search Engine Optimization, the user is already performing a query or search, and has shown interest on a category page or at least the intention is somewhat similar.
Take care of all the Search Engine Optimization aspects to fully capitalize organic growth. Even though link building will have its effects, we highly recommend to keep on fixing the On Page aspects that most of us tend to neglect.
Take the time to properly analyze pages that have low click through rates on search console to boost the numbers and keep eCommerce moving forward!