eCommerce SEO Case Study
The concern with their current website manager was that the business owners had little, to no, control over their own optimisation due to not having access to the platform the website was built on. They was interested in learning more about search engine optimisation, and deciding whether to manage it themselves, or engage someone on a professional level to manage their SEO for them.
After completing the training, we agreed to work together to achieve the best possible outcomes for high search engine rankings. With my guidance, the business owners could still be very involved in managing their own SEO, with me staying on to keep them up to date with engine optimisation best practice.
Following this, the team approached me to develop a new website. During the training, we had discovered that their current platform didn’t lend itself to proper SEO management, and that there were many opportunities present that needed to be explored, such as a better ecommerce platform, improved graphic quality, and overall ease of use.
Their requirements included an online shopping platform for over 2000 products, which their current website didn’t have the capacity to support. The business also required a responsive design, and an improvement in all overall aesthetics of their online presence.
In addition to this, the website required full optimisation for search engines, including implementing best practice SEO standards.
The site was missing key optimisation elements, such as meta descriptions, H1 categories and custom URL’s solving query based URL issues.
Some very basic factors also needed to be address, such as multiple 404 errors, lack of internal and external links, and some questionable links that needed to be removed.
To make all of this happen, I needed to migrate from a basic website platform to a more advanced platform that had the capability of processing large sales securely. The new platform also ensured flexibility for the business owners to manage their own SEO, change website graphics at their prerogative and have a lot more control of the overall look and feel of the website, which they felt had been lacking in their previous website designer and manager.
Not only did the overall appearance of the website require improvement, there were also many technical errors and issues that needed attention to ensure optimum online presence.
Once the new website has gone live we saw an increase in ranking for primary keywords, and stability in ranking for others.
Since going live, we have implemented other factors to improve ranking.
These include starting a business You Tube channel, and using these videos on the website to improve the user experience. Videos also encourage the user to stay on the page, which in turns improves rank.
The business started a blog, incorporating infographics, videos, optimised images and powerful content. The team share these on their social media platforms to generate traction and website clicks. We have seen some great on page results from these entries, and I encourage the business to blog as often as they can.
Of course, none of this training means anything unless the results are tracked. I introduced the team to multiple research and tracking platforms, to ensure they were targeting the right keywords and then watching their rank for each one.
SEO is an ever-changing world, and the team now understand that you can never ‘know all there is to know’ about search engine optimisation – because just when you think you have it all figured out, Google changes the rules again!
Because of this, I now give the team ongoing SEO and technical support.