A search engine optimization strategy is often nothing more than a sophisticated answer to the question “what should my SEO program look like over the next year or so?” “
There doesn’t need a lot of magic around the answer. All that is required in many cases is an in-depth exploration of the SEO landscape and the opportunities to improve your business’s performance.
Think of your SEO strategy as a plan to increase your piece of the pie – the total number of searches for all the keywords your site could rank for.
For e-commerce, the potential revenue that this research represents is what matters. It’s quite easy to convert earned searches into estimated revenue by multiplying search volume by one. percentage which will click on your site based on the average ranking position and then multiply by your site’s average conversion rate and your average order value. The equation looks like this:
Revenue = (((Total Search Volume *% Clicks) * Average Conversion Rate) * Average Order Value)
So what your pie represents is potential income.
There are two options for increasing your portion: (i) increase the overall size of the cake or (ii) take a bigger slice from your competition.
So, your SEO strategy should consider the size of the pie and how you’re going to get more of it, whether you grow the pie or grow your lump. (And if you’re looking to get management approval to execute your plan, a strategy document can help you make the case.)
Here are the three steps to get more SEO pie.
Size and ingredients
Keyword research takes care of this step by hand. What better way to determine the size of the search market and what topics people are interested in than to mine information straight from Google?
You can identify the words and phrases that potential customers use to research topics related to your products and, to judge the size of the cake, the volume of each of those topics. You will likely discover new keyword themes – suggesting content opportunities – that will increase the number of searches to target and the overall size of the pie.
Who is at the table?
In the next step, look around and see who else wants to eat the pie: your competition. Perform a competitive SEO analysis. SEO competitors are often different from obvious business competitors.
Do not skip this step. Determine which competitors are the weakest and make plans to capitalize. Also identify stronger competitors, those who eat the pie that could be yours. Consider how they do it and how you can defend yourself.
Look in the mirror
The last step is the self-analysis. How much pie are you already eating?
Dive into the performance reports of your Google Search Console. Analyze the queries to see how many clicks you get on which keywords. Compare that to your keyword research to determine opportunities.
Maybe the pie is huge and you only get one piece of it. In this case, you have plenty of room to increase your share. Or maybe your slice of the pie is big and the overall size is small. So you already own the space and your best growth plan is to discover new keyword themes to increase size. In my experience, most ecommerce businesses fall somewhere in between these extremes.
Look for the sweet spot: high volume, low competition keyword themes that are relevant to your business where you are underperforming. Then target these themes.
Examine your site carefully. Can he compete with the others at the table? Is this technically valid? Does it have the right content? Are related sites in your industry related to yours? These key aspects – content, authority and technique – might hold you back.