I’ve been given an SEO brief by a UK online retailer with a wide range of ladies dressing gowns, pyjamas and nightshirts.
Although their e-commerce website had been online for two years, sales had been virtually non existent.
Their nightwear range had been selling successfully on Amazon and eBay shops, so we know that the product and the pricing are not in question.
So it all boils down to search engine optimization, if the product got in front of potential shoppers, it will sell.
What are women looking for in the nightwear department?
Before you can asses the website for its performance, you need to know what your customers are looking for – which boils down to research.
Obviously my client would love to be number one for “dressing gowns” or “nightshirts,” however you have to be pragmatic about these things, getting a balance between which search phases are achievable and give a return for the budget. It would take a team of people many months and tens of thousands of pounds to compete with the likes of Debenhams or Marks & Spencer, the current reigning champion.
For example, one thing that has already been flagged up a glaring error is that “womens dressing gowns” gets 700 searches per month, whereas the site should have targeted “ladies dressing gowns” which gets 1,600 searches per month and only has slightly more competition. All this data is available on subscription from service providers such as WordTracker and SEO Moz.
With the chosen key search phrases targeted it’s time to get down to the nitty gritty of search engine optimization: this will entail re-writing all the content and meta data of the website, re-organizing the page hierarchy and link structure, then engaging a link building programme.
I’ll keep you posted.
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