Driving organic search traffic can be difficult for any brand in any industry, but it is especially hard in the industrial and manufacturing space, where there isn't much interest from most people outside the industry. That limited audience, search volume, and lack of "shareability" makes certain segments of social media and enterprise SEO, such as link building and content marketing, an uphill battle.
How, for example, do you make a meaningful impact when individual products often only get a handful of searches per month, and are often searched for by UPC or any number of product specifications? How many people would read and link to content written about such niche products?
Our task for this industrial parts ecommerce store headquartered in Michigan was twofold: maximize the SEO value of what was currently on the website, and execute a strategy for new content that will drive organic search traffic and customers.
This would require the full gamut of our enterprise SEO services, from fixing technical SEO issues (search engine "roadblocks") and ecommerce structured data, to keyword research, copywriting, on-page optimization, and off-page optimization.
We started this project as we start every enterprise SEO engagement: with a thorough assessment of the analytics, tracking, and reporting. We made sure every important event for this ecommerce site was being tracked, such as adding products to the cart, submitting lead forms, clicking phone numbers, and of course, transactions. We do this to establish a benchmark before our work is implemented.
We completed an in-depth, detailed technical SEO audit and provided their web development team with a prioritized list of issues and recommended actions.
With that completed, we performed keyword research for every product category offered on the website. Using the results of this keyword research, we wrote unique, optimized page titles, meta descriptions, image alt text, and additional body copy for all product category pages. As the site contains thousands of products, we established templates for these tags which pull in keywords and also organize the variables (product name, type, size, etc.) in a readable and clickable way.
With our foundational on-page optimization work done, we moved onto our ongoing content strategy, which also helps with off-page optimization.
Our content strategy in this case is not revolutionary or secret, but it is effective. We went into Google Search Console and looked at the search queries that were gathering clicks and impressions. On large sites, this data can contain thousands of terms and many surprises; mostly queries for which we had no intention of ranking.
By sorting this data by impressions (meaning, the site ranked somewhere in the top ~100 positions, but not necessarily seen by anyone) we can see which keywords have the biggest traffic potential. By combining that insight with the Average Position metric, we can see how much further we need to go to actually realize some of that potential, as most of the traffic goes to the top few positions.
Keywords for which we are ranking just beyond the first page are what we consider to be within striking distance. Some in the industry might refer to this as the "low hanging fruit."
We then search these keywords ourselves to check out the search landscape and find opportunities for topics. How can we provide better information than the competitors? How can we answer customers' questions?
We then write detailed, useful, optimized articles for the company blog using these keywords. Sometimes, the content ideas generated from this research inspires more evergreen resource pages. These pages and articles not only drive organic search traffic, but their usefulness also makes them natural link targets, and those additional links help boost the authority of the entire site, which in turn helps product and product category pages rank better.
This is a client we've been proud to have worked with for several years. While SEO can sometimes be a slow process, in this case, the foundational work generated relatively fast results.
In the first six months of our engagement, organic search traffic increased by over 17%. More importantly, though, revenue from organic search traffic rose by 299%. Furthermore, we were attracting a higher quality of visitor; there was a 46% reduction in bounce rate from this traffic source and the ecommerce conversion rate more than doubled.
By the end of our first year together, organic search traffic was up 35%, and the increase in revenue leveled out to a not-too-shabby +81%.
We have been executing the content strategy explained above for a few years and, as shown in the report below, year-over-year organic search traffic recently increased by 116%.
We continue to analyze the latest data for opportunities to revisit our on-page optimization and keyword targeting strategy across their thousands of products, develop optimized content and tags for new products, and drive our content strategy.
For any enterprise ecommerce SEO project, the bottom line is what matters most. An article that drives a lot of traffic is great, but unless it is leading to sales - whether directly from those users or indirectly, such as by attracting inbound links which boosts other pages - there is no point. That is what our team remains focused on.
Ready to Get Started?
Contact us today and an account manager will reach out to schedule a call to learn more about your company, goals, budget, and timeline. We will then get to work on a detailed proposal.