At Type A we focus on revenue over rankings. Finding the right Ecommerce SEO Agency creates a moat around your business and creates long a term competitive advantage for your Ecommerce brand.
Ecommerce SEO is different from business to business and platform to platform. At Type A we have experience working with all manner of Ecommerce Stores including:
Oracle Commerce Cloud
Adobe Commerce Cloud
Salesforce Commerce Cloud
The technology you use and the number of URLs play an important factor in our approach to providing Ecommerce SEO services.
Enterprise Ecommerce sites such as Sitecore, Adobe, Oracle and Salesforece Commerce cloud have very specific and heavily customised back ends. For these sites, we need to spend time with developers and technical stakeholders to understand their development sprints and Ecommerce priorities so we can help build a business case for every feature we want to build into the CMS or every SEO update we want to provide.
Large numbers of product pages also provide a unique challenge to the Ecommerce SEO consultant as they will need to develop a programatic way of finding, analysing and fixing and SEO issues as there are to many product pages to manual intervene.
Similarly, the staff and team in your commence business are going to be paramount to getting the right changes made. For example, there is one e-commerce manager or head of Ecommerce with the power to sign off SEO decisions, every thing is straightforward. If there is a larger team of technical directors, brand managers and other senior stakeholders, the way in which we provide our Ecommerce SEO recommendations will be fundamentally different and much more consultative.
Here’s the thing. As the Ecommerce manager or the head of SEO at an Ecommerce brand, you already know most of the major issues that need fixed on the site. Therefore, providing you a laundry list of SEO recommendations from technical SEO to on page SEO is not going to cut the mustard. Instead, we need to find the products and categories with the highest potential for increased sales with the lowest amount of SEO needed.
This is where the business case comes in. Based on your technical ability to implement, the time and cost of the SEO implementation and the potential forecast revenue growth, we can start to categories all of the SEO actions according to risk and reward to make the SEO recommendations tangible, defensible and measurable.
In a word: revenue.
The more complicated answer is that we have a 3 tier KPI structure that understands leading and lagging ecommerce metrics that can be used to measure the effectiveness of your SEO campaign. They are:
Transactional keywords: people searching with the intention of buying, when they know exactly what they’re looking for, for example: ‘3-seater white fabric sofa’.
Informational keywords: people searching for information about the product they think they want to buy, for example: ‘how to style a white fabric sofa’.
Conversational keywords: people getting inspiration for their ideas but not near the buying stage yet, for example: ‘neutral colour scheme living room ideas’.
Each keyword we target, is added to a website ontology that groups together all of your product and category URLs so we can show cause and effect reporting at a keyword level. This, in turn, gives you insight into where to invest more marketing budget to grow your ecommerce store.
A fundamental part of Ecommerce SEO is understanding the relationship between your product pages and category pages. In particular, understanding all of the ways a customer can discover and interact with an individual product URL.
When you only have a handful of pages, it’s easy enough to add internal links between core pages. But how do you approach internal linking when you have hundreds of thousands of URLs in different categories? You need a custom programmatic internal linking solution. Thankfully, Type A are the type of Ecommerce SEO agency to develop their own software to cluster URLs together and provide an ideal internal linking structure programmatically.
When we were challenged with a global food Ecommerce website with over 500k URLs, we knew that we would need to develop programmatic solutions to help optimise our enterprise e-commerce clients websites. This is why we have senior SEO consultants that have been hired out of large multi national businesses with a pedigree on crawling and understanding the issues inherent with scaled ecommerce brands.
Traffic is great, but if it doesn’t convert to revenue then it’s totally useless. That’s why we approach each page on your website with conversion rate optimisation in mind. Testing site copy, product and catefory page layouts and various call to action options ensures that the bottom line grows at the same pace as your rankings and organic traffic from Google.
Optimising a category page to rank higher in Google is one of the primary strategies for Ecommerce SEO as the category page typically targets higher search volume keywords. However, the difficulty in optimising a category page is that many Ecommerce platforms do not allow for much manual intervention without a fundamental change to the website code. That’s why we build a consulting process into the start of the SEO campaign, so we can define what’s possible over the short, medium and long term.
The biggest SEO gains to be had on an Ecommerce site is usually around UX, navigation and internal linking. In particular, working with a faceted navigation and understanding how each product URL is canonicalised and indexed will allow you to reduce the amount of duplicate URLs in Google’s Index and power up your product page rankings.
Most analytics attribution models that come out of analytics packages like Google Analytics are last click, non direct. This means that the last channel that the customer visited gets the “credit” for making a sale. As SEO affects all stages of the sales funnel, it’s challenging to use this attribution model to truly decide on customer lifetime value.
Therefore, we work with your analytics in order to build SEO reports that show the value of SEO over the full product discovery and purchasing lifecycle. This means that we can see the keywords and landing pages that drive the most revenue at every customer touch point.