22 Jan Thinking about SEO Strategy
A search engine optimization approach is always nothing more than a fancy response to “What does my SEO software look like next year? ”
There’s no need for a lot of magic around the answer. All that is needed in many cases is a detailed exploration of the SEO environment and the potential to enhance the efficiency of your company.
Think of your SEO strategy as a scheme to maximize your pie share of the cumulative number of searches for all the keywords that your platform could be ranked for.
For e-commerce, the future income that these searches reflect is what matters. It’s quick enough to equate the searches earned to the expected revenue by multiplying the search volume by the projected amount that will click on your site depending on the average ranking location, and then multiply the average success rate for your site and the average order value. The equation is like this:
Revenue = (((Total Search Volume * % Clicks) * Average Conversion Rate) * Average Order Value)
So what the pie reflects is future sales.
There are two ways to increase your portion: I increase the average pie size or (ii) take a bigger slice from your rivals.
So your SEO plan can be about the scale of the pie and how you’re going to get more—whether you’re growing a slice or growing a portion. (And if you are seeking approval from the leadership to carry out your proposal, a strategy paper can help to make the case.)
Here are the three moves you need to get more SEO pastry.
Size and Ingredient
This move is taken handily by Keyword Analysis. What better way to assess the scale of the search market and the issues that people care about than to mine the details directly from Google?
You will recognise the words and phrases that prospective buyers use to look for subjects relevant to your items and to judge the size of the apple, the amount of each of these themes. You are likely to find new keyword themes—suggesting content opportunities—that will expand the amount of queries to the target and the average size of the slice.
Who’s at the table?
Look around to see who else needs to eat the pie in the next step: the competition. Conduct a competitive SEO report. SEO rivals are also distinguished from apparent business competition.
Please don’t miss this phase. Determine which rivals are poorer and intend to capitalize. Identify, even, tougher rivals, all that eat pies that might be yours. Check out how they do it and how you can fight back.
Look at the mirror
The final step is self-analysis. How much of the pie are you eating?
Look into the results reports of your Google Search Console. Analyze the questions and see how many clicks you’re going to get on which keywords. Compare this to your keyword analysis to find openings.
Maybe the pie is massive, and you’re only going to get a sliver of it. In that situation, there’s a lot of room for you to expand your share. Or maybe your share of the pie is huge and the total size is small. So you already own rooms, and your best growth strategy is to discover new keyword themes to expand in scale. Any of the eCommerce firms in my experience are somewhere between these extremes.
Look for the sweet spot: high-volume, low-competition keyword themes that are important to your market where you are underperforming. Target those themes, then.
Take a really hard look at the web. Is it going to contend with those at the table? Is that logically sound? Does that have the right content? Are similar sites in your business connected to yours? Those main aspects—content, authority, and technology—may hold you back.
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