Top 3 Essentials for Successful Retail SEO Programs

checkoutSEO success depends on so many things. A lot of the factors are known and even more are unknown. The following 3 factors are quick wins that when established at the beginning of an SEO program, can bring about success much quicker.

Need 1 – Access to Analytics (and any other data the online retailer can provide)

The first thing an agency needs to do is review what an eCommerce site has done. Some of the first questions to be answered are: Where is the traffic at? What has been working? What hasn’t? How savvy are these guys?

The easiest way an agency can familiarize their team with a new client’s digital presence is to go through Google Analytics. In many cases this is provided during the sales process but that isn’t always how it works. There are some clients that are “nervous” to open that door for other people to see their stats, their sales, etc. It is perfectly understandable for clients to want to protect this access to data and they should, with an NDA. Once that is signed though, let the agency loose. This will not only help accelerate the “Get to know you” process but once things are up and running, tracking the success of all initiatives and campaigns will help everyone involved.

Need 2 – Implementation of Tactics & Strategy – who does what?

Gaining access to Google Analytics is one thing, but another is receiving access from the client to implement changes directly on the site. Onsite SEO is so valuable to every single SEO program and the only way to really make it work is to implement the work that is being approved.

At the beginning of a retail SEO program there must be an understanding in place for exactly who is responsible for implementation of new content, site changes, etc… and when that will be happening. Since SEO takes a lot longer (most of the time) compared to something like paid advertising, the quicker the changes are added to a site the better. The worst thing that can happen is for an agency to get months of new content and site recommendations approved only to have them tied up with “operations” or awaiting final approval from the developer that is forced to implement them. Just like the Google Analytics, an SEO program will be much better off if these things are acted on quickly.

Need 3 – Testing

Odds are that things will change quite a bit over a quarterly SEO strategy. Those things that change are typically new trends within your industry or algorithm changes. To help balance out your strategy and prepare for these changes, it is important to include some room for testing within your plans. The following are a few items you can test without throwing off your strategy. Primary metrics for these tests could be around engagement, conversion rate, bounce rate, etc.

    1. New content pages
      • Resources
      • FAQs
      • Media Room
    2. CTA placements
      • Contact forms
      • Buy now buttons
      • Trust factors
    3. Navigation
      • Order of navigation
      • Tab names
      • Breadcrumbs

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Prepare for the August 2014 shopping search transition with Google Shopping and data feed optimization:

Guide: The New Google Shopping

About Greg Wolny

A graduate of Baldwin Wallace College, Greg holds a degree in Business Administration with a focus in Marketing & Finance. He is currently a senior account executive on Fathom’s e-commerce team. Greg specializes in digital marketing strategy and planning for enterprise e-commerce and retail accounts. He enjoys working with clients to fully understand their business goals and working with the Fathom team to achieve them.

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