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A nugget of wisdom: "The end game here is rank as highly as possible for as many qualified keywords as possible." ;))
Thanks a lot Marat! I feel like so many Ecommerce analysts and SEO's focus so much energy on category or product-specific queries that they often miss all of the surrounding keywords that are just as qualified. Hoping to shed some light on the concept :)
Great article Nick. I agree with your point that too much focus is being allocated towards the head at the peril of ignoring the tail. For eCommerce sites, the long tail is usually the most profitable from a keyword funnel perspective.
Agree 100%. To take that a step further (and I sort of harp on this in the post) I don't think enough thought is being put into optimizing content to support users at each stage of the conversion funnel. Then once that content infrastructure is in place, taking strides (through CRO) to have the content nudge visitors into becoming customers.
Found lots of useful tips Nick... Thanks
Great to hear Narein - what would you say was your favorite? Cheers!
Nick -- good write up. E-Commerce SEO is a different beast. So many angles to consider, and so many departments to work alongside to perfect ideas and executions like you've outlined in the post. Do you worry about head terms, torso terms, long-tail, indexation, page speed, external links, etc.? All of which can produce projects that can take months to implement in IT on complex ecommerce platforms. I digress, lol. Sometimes it's best to keep things simple. You have 2 options: Increase the keywords that you rank for already, or try to produce rankings for a wider number of keyword variations. All that said - great post and keep up the good work!
Thanks Robbie! Absolutely. I approach optimization based on the specific context of the goals; sometimes traffic is more important and sometimes it's conversions (what ever that means in each individual scenario). Indexation and Page Speed are always a big concern, and I work closely with developers whenever possible to make sure we address those issues to the greatest extent possible within the project scope and platform. In terms of optimizing keywords from head to long tail I try to work backwards, picking up as much low-hanging fruit to fill my conversion basket early on while I work towards the tougher head terms. I actually go into a fair bit of detail on my keyword research post on this specific approach.Thanks again man, the positive sentiment is a great reinforcement that this was worth the time and effort :)
Love the idea of working backwards -- volume by enlargement of your keyword footprint has a much better chance of sticking as opposed to trying to move a head term up 2-3 spots. I've got a few specific examples/questions I'd like to run past you from my current professional position. I'll get ahold of you via Twitter on this!
This has to be one of the best e-commerce SEO case study-esque posts that I've read. Nick, you've done an awesome job here. I was talking about ASOS's SEO/PPC strategy to some of the guys in the office the other day - they have it spot on.
Great article, easy to read and understand.