This online ecommerce store hadn’t committed any resource to SEO in the past and were exploring ways to generate more business. The site wasn’t getting any organic traffic and was mostly relying on paid traffic.
There was a lot of opportunity for improving search rankings and organic website traffic here!
The first thing we do when starting to work with a new client is perform an SEO audit. We identify any potential issues they may be facing that could prevent us helping them rank in Google and identify any technical opportunities to improve the website for search engines.
The good thing for this ecommerce store was that their website didn’t have anything holding them back, like many new ecommerce store’s, they just didn’t have much content and links.
As part of our managed SEO service we include keyword research to identify potential opportunities to increase website traffic as quickly as possible. We always start by identifying keywords that the website may already be starting to rank for, but aren’t ranking at the top of the search engines quite yet. These are great targets because we can start to see an improvement in the first few months and usually make the website easier to find for these search terms to see quicker traffic wins.
In this case, there were 76 potential targets, mostly bottom of page 1 through to page 3 which would cost between £0.45 and £1.88 per click on Google Ads.
The pages that were ranking in Google were a mix of product pages, category pages, and blog content.
This keyword research is essential to identify where to focus our efforts initially for quicker results!
Competitive Gap Analysis
The competitive gap analysis we conduct is designed to help find keywords that your competitors are ranking for that you currently are not.
This is a great way to generate new keywords that we can easily target with content for you.
The process for an E-commerce is a little different from a typical content gap analysis. When we do it, we often find a lot of competitor product names that you may not sell.
This is why we like to get to know your business, and after conducting our research, we work closely with you to pick targets together and make sure we’re targeting keywords related to products you will have in your inventory.
In this case, there were some high profile keywords that had potential ranking opportunities with some long articles!