Need Better ECommerce SEO?

SEO

An eCommerce website without SEO is like a storefront without a sign. 

When you run an eCommerce business, your website is your modern-day “store.” It needs to be easy to shop in, aesthetically pleasing, and most of all, findable by people who want to buy what you sell. Nobody wants to pay for ads in order to get every single sale, most should happen organically.

The Boxwood team are experts in eCommerce SEO. In fact, it is the main service we provide and it is what we have been specializing in for the longest! We are well versed in everything from what types of eCommerce pages are the most important for SEO, how to create an eCommerce content plan, what factors on a product page most need to be optimized, and much much more.

Our ECommerce SEO Process

SEO Process

ASSESS CURRENT PERFORMANCE

Before we design a plan, we want to know exactly what we are working with. We will perform an extensive audit of your eCommerce website’s current performance, where your competitors are beating you, and what is already working well.

IMPLEMENT A CUSTOM SEO PLAN

Once we identify how you currently rank and where the gaps are for how you want to rank, we will design a tailor-made SEO plan. Let’s play to your SEO goals rather than force you into a one-size-fits all SEO plan.

WATCH YOUR BUSINESS GROW!

The main goal here is simple: to help you grow your eCommerce business. With our extensive SEO experience and ongoing analysis, we will knock it out of the park. Let’s get more interested shoppers to your website and convert them into customers!

What ECommerce SEO Services Does Boxwood Offer?

No outsourcing here. Boxwood handles every SEO service in house.

PRODUCT PAGE OPTIMIZATIONS

The bread and butter of every eCommerce website are your products pages. These are the pages we want to get Google searchers to directly and effectively. We are expert enough in SEO we know exactly how to optimize any product page to get you to that top spot in Google.

CATEGORY & LANDING PAGES

Beyond the core structure of an eCommerce website – the main pages and the products pages – there are category pages and custom landing pages. These two types of pages are an incredibly powerful SEO strategy that will open a new tier of focus keywords. 

HIGH QUALITY SEO CONTENT

Content marketing is key in long term SEO success. And more and more, Google is analyzing the quality of that content, not just how many keywords we could fit into one sentence. With a 100% US-based team of creative marketers, we will seamlessly marry your SEO strategy into content creation.

BACKLINKING & GUEST POSTING

In addition to the SEO strategy we put into place on your website, off-page SEO is also important. We will build your backlink portfolio the right way through high quality links and guest posts on relevant blogs. These backlinks will stick around and Google will love them.

REPORTING & TRACKING

We not only offer custom SEO dashboards to our clients, but we also do near-constant analyses of how you are performing and where the competition might be climbing. We always stay one step ahead of the natural ebb and flow of SEO with obsessive reporting and tracking.

ONGOING KEYWORD RESEARCH

Keyword research is intertwined with every step of SEO. The web can be a fickle place and competitors come and go often, meaning that we need to do keyword research on an on-going basis. We will always be searching for new keywords to pursue or beefing up our strategy on keywords that become more competitive.

Want To Learn More?

Call us at (720) 744-0889 or send us a message below.

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How to Do Keyword Research

Knowing how to do keyword research is one of the core pieces of an effective SEO strategy. Having an accurate idea of which keywords are attainable, which are just not worth going after, and the keywords that might be worth the long-term effort is invaluable information. Follow these essential steps to perform thorough keyword research.

It All Starts with a List

Start by making an initial list of what words and terms potential customers or visitors to your website would use to describe your business, or type into a search engine to find you. Include different ways to phrase things, different word orders, and some with regional keywords added, like “shoe repair phoenix” (if applicable to your business). Before you want to look at competition and search volume, first make sure you are wording things in ways that search engine users would.

Next, plug your terms into a service like SEOMoz or SEMRush and see what keywords are suggested based on your initial ideas. A free way to do this is to google your term and glance at the suggested searches at the bottom of the first page, but I recommend a paid tool. This will either tell you a more common way to phrase that keyword or can give you ideas for similar search terms to expand your list.

Modify and add to your list based on these suggestions until you have a list of terms you feel pretty confident are commonly searched and relevant to your website. These “keywords” can vary from one word to a 3-4 word phrase.

Narrow and Refine Your List

What you are Looking for in a Keyword

Ideally, you want to find that sweet spot of a keyword with high search volume and low competition (that are of course relevant to your website). These are your low hanging fruit and should be given priority as they won’t take a lot of time or effort to rank for. You don’t want to ignore really good keywords for your website thought that might have a lot of competition if they also have a high search volume. These will take longer to rank for and are more work, but if you have big plans for your website, what better time to start working towards those high value keywords than now?

Research the Volume of Searches

Before we start eliminating keywords we want to rank them by how often they are searched. Search volume has to be weighed against how stiff the competition is, so either create a scale to rate keywords on or just write down if the search volume seems high, low, or medium. Do take notes though, because in a moment we will compare the volume to the competition and start whittling the list down.

One way to check search volume is to type your keyword into Google Trends, but I prefer a paid tool like SEMRush or SEOMoz. However you do it, search volume is key to the strategy.

Look at the Competition

Next, to gauge the competitiveness of a keyword, you need to get an idea of who is ranking for a certain keyword and how good the page they are linking to is, and how good their entire website is. The weaker or less relevant the people already ranking are, the easier it will be for you to sneak in there and grab a top spot.

The long (free) way to do this is to type your keyword in a search engine and click some of the top 10-20 links. If all of the results are strong, healthy websites that are linking to pages directly relevant to the keyword, competition is stiff. If by search results 2 or 3 you already start to see web pages only vaguely talking about the search term, and websites that don’t seem updated often, competition is weak.

A tool that will do this for you will often have a scale of 1-100 gauging difficultly, or will tell you that competition is high, medium, or low for certain keywords. They take everything into account mentioned above (and then some) to arrive at these ratings.

Picking Your Priorities

Before you start picking the keywords you want to go after, take into account how strong your website is, how much time and resources you have to work on SEO, and what your goals are for organic traffic.

With all of that in mind, I recommend picking a handful of the low hanging fruit (high volume with low competition) keywords and a few of your extremely relevant keywords that probably have more competition. You can sort your keywords into groups based on priority, by how you want to implement them (these are for the blog, these are for website copy), or however works for you and your SEO strategy. Remember, the trick here is weighing search volume against competition, all while still keeping in mind how relevant of a keyword this seems to your website.

Update the List Every Few Months

The internet is a fickle place, so make sure you update your list often and re-arrange your priorities based on changes in competition in volume. These metrics are generally slow changing but can have major disruptions depending on current events, fads, websites shutting down and starting up, etc.

What Should a Digital Marketing Plan Consist Of?

Every business owner knows they should have a digital marketing plan, but many don’t quite reach the step of getting something on paper and creating an implementation plan. Sure, having some sort of strategy swirling around in your head is better than nothing, but not much. Some common stallers in putting together a solid digital marketing plan include: How do you know which digital strategies apply to your industry? What is the most important thing to start working on today? What sort of ROI should I expect? How often do I need to work on it?

Every digital marketing plan is unique, but there are some core pieces that should be considered for every plan. As digital marketers that deal with a wide variety of industries, here are some key pieces we think every business owner needs to consider for their digital marketing plan.

Your Target Customers/Clients

Before you begin building your digital marketing plan, you must know who your target customer is. Your entire plan will be based around this person or “persona.” Some businesses only really have one specific type of person they target, while others can have several. For the sake of your digital marketing plan, just focus on one persona. If you have multiple target clients, select your largest segment.

Things to identify about your target customer/client:

  • What is their age and gender?
  • Where do they live – is it a specific part of the world, urban or rural, do they rent or buy, etc?
  • What is their socio-economic status?
  • What social media platforms do they use?
  • Where do they get their news?
  • Do they enjoy pomp and flashy advertising, or just want to get straight to the point?
  • Do they like to shop around or do they tend to commit to a purchase quickly?

By identifying exactly who this target person is and how and where they shop, many other parts of your plan will fall into line.

SEO

Since we are talking digital here, SEO is a necessary part of every single digital marketing plan out there. If you can’t get people to your website, you are failing before you ever begin. Work with a professional to identify good keywords to pursue in your field and begin building your website around that. This is something that you can DIY but it will take a decent amount of self-educating.

Yes, you can get users to your website tomorrow by simply paying for traffic through ads, but that is not a good idea as a long-term strategy – it is simply too expensive to be sustainable forever. A well-rounded digital marketing plan includes strategies to grow both paid and organic traffic.

Content is Still King

We have been hearing this phrase for a few years now, “content is king.” Well – it’s still true! Content, in the form of blog posts, videos, infographics, white papers, etc. continue to be an integral part of a digital marketing strategy. Content should be a part of your SEO strategy, your social media plan, and can even be part of paid ad campaigns.

Social Media (non-paid)

Social media should be included in your digital marketing plan, but how central it is to that plan will be based on your industry and your target customer. Young moms for instance are known to frequent Facebook and Instagram, but most 50-year-old male business owners only spend minimal time on social media. Consider your target persona and how they spend their time online.

Another factor to help you decide how much a part of your plan social media should be is, how visual is your product? Something like a clothing designer or event promoter will do great on social media, but if you are a massage therapist, there is not much regular engaging content to share online.

Experiment with social media and see if your page gains traction or if no one seems to want to follow you. Base the time and energy you put into social on the demand for your presence there.

Paid Advertising

The two main platforms for paid advertising are Google and Facebook. Paid ads are a great way to bring in immediate traffic and leads, but should be part of wider plan for lead generation. If you solely rely on paid advertising to generate revenue you will forever be stuck taking a huge chunk out of your bottom line to pay for ads. Investing in a diverse digital marketing plan with paid ads as just one part is the best way to go.

Implementation Calendar

After you decide what the components of your digital marketing plan will be, you must commit to an implementation schedule. Break the pieces of your plan down into tasks, and get them on a calendar! Then STICK to this calendar! If you just don’t have the time to stick to the plan and schedule you’ve outlined, hire someone else to do it for you. Consistency is key and a successful digital marketing plan takes a long-term effort.

A Digital Marketing Plan is Always Custom

There is no one-size-fits all digital marketing plan, if only it were that easy. Your plan will vary based on your industry, location, size, business goals, and many more factors.

There is a middle ground between completely DIY-ing your marketing plan and hiring a marketing employee/ agency. At Boxwood Digital Marketing, we offer a service where we work with you to create a custom digital marketing plan and schedule, but we can hand it back over to you to either implement yourself or split up between you and your team. Learn more here.

How to Link Google Adwords with Google Analytics

You’ve got a Google Adwords account, and you also have Google Analytics set up for your website, but how do you connect the two? It is a process that only takes about two minutes but is very important to do. After you link Google Adwords with Google Analytics, you will be able to see additional performance metrics of your ads and keywords in Adwords, set up a re-marketing campaign, and import your conversion goals.

How to Link Them

  1. Log in to the gmail account that has full access to both your Google Analytics and Adwords.
  2. Once in your analytics account, click the ADMIN button at the bottom left of the page, marked with a gear icon.

Link Google Adwords with Google Analytics 1

3. Once you are in settings, under the “Property” column, click on Adwords Linking.

Link Google Adwords with Google Analytics 3

4. Select the Adwords account you would like to link from the list of accounts associated with the email address you’re using.

Link Google Adwords with Google Analytics 4

5. On the next screen, turn on sharing for the view you would like to share. In this example it is called “All Website Data” but if you have multiple views set up, they will appear here. Also check that yes, you would like to share your Analytics data with linked Adwords accounts.

Link Google Adwords with Google Analytics 5

6. Select Link Accounts and you are set! It can take 24-48 hours to populate in Adwords.

You will now be able to view valuable engagement metrics in Google Adwords, like bounce rates for certain keywords and session durations for every ad. These aren’t the only reasons to link Google Adwords with Google Analytics though. This next section will explain two more valuable ways you can now use Analytics and Adwords together.

Why Link Google Adwords with Google Analytics?

In addition to seeing your Analytics data like bounce rates and session durations in Adwords, you can also now set up re-marketing campaigns and import your goals into Adwords to enable conversion tracking. Let me explain why these two things are so important.

Re-Marketing

A re-marketing, or re-targeting, campaign is when you show ads to users who have visited your website in the past. These types of ads are excellent for pretty much every type of business. Seeing re-marketing ads will keep your business in front of people during their decision process and will help catch leads that weren’t quite ready to commit the first time they visited your website.

Now that your Analytics and Adwords accounts are linked, you can use Analytics to start building an audience to advertise to in Adwords. To learn how to do this, check out this article.

Importing Goals and Setting Up Conversion Tracking

If you have goals set up in Google Analytics, you can now import these goals into Adwords. You will do this in your Adwords account under Tools, and then under Conversions.

Link Google Adwords with Google Analytics importing goals

There you can select which of your goals from Analytics you would like to also be tracked in Adwords.

The benefits to setting up conversion tracking in Adwords is that you can now see which ads and keywords were associated with conversions, and if you’d like to, you can use some of the bidding strategies that require conversion tracking.

Linking Google Adwords with Google Analytics

Every business that is using both Adwords and Analytics should have the two accounts linked. It gives you a chance to better analyze your data, which means campaigns that run better and money better spent. Many don’t even realize they need to manually do this task, but is well worth the two minutes it takes to accomplish.