In March 2023 I delivered my first in-person talk at our inaugural conference, Re:commerce. It (like this blog post) was titled “How to approach content strategy for eCommerce” which you can watch in full here:
However, if you prefer the written word, you can read this post. I will be covering everything I talked about on stage at Re:commerce, probably in more accurate detail on account of the nerves when presenting in person!
What makes it a strategy?
A strategy, in this case a content strategy, is a plan of action designed to achieve a long-term or overall aim. It needs to be:
- Founded in research
- Focused on the intended outcome (your goals), split either by short term or long term objectives
- Prioritised to deliver results
This article was published first on the Sistrix blog – read the original version here.
Sainsbury’s recently reported that 18% of its grocery sales are now made online. Tesco’s annual report states that online sales grew to £6.3bn, or around 12.5% of the group’s total sales last year. Digital sales funnels lead to very significant numbers.
There’s no question, too, that organic search is a major source of that traffic, with many sites reporting that organic traffic forms over one-third of total traffic. In our video interview with Kevin Indig he speaks of a 25% average, but more potential in many cases. This well-targeted traffic that can be answered with carefully crafted content, on well-organised sites, cannot be ignored.
Our study used millions of domains and tens of thousands of keywords to surface leading content hubs for 2 different user intents. More information is available in the overview but here we are focusing on the 4 winning content hubs.
We’ll show you how and why they perform, allowing you to learn and to build your own well-targeted content hubs.
The Winners – ‘Do’
Firstly, the winners from directories where the majority of the keywords they rank for match the ‘do’ or commercial intent within SISTRIX. As to be expected there are a lot of eCommerce sites displayed in our full list of high-performance content within retail.
The full list, sortable and searchable, is available on the Visibility Leaders overview page.
This article was originally posted on the SEmrush Blog – check it out here
How to Estimate Your Organic Traffic Potential for SEO
Understanding the available opportunity within a specific market allows you to create a dialled in SEO strategy, taking actions based on data rather than hunches and gut feelings. This guide will show you how to calculate where your opportunity lies by allowing you to:
- Estimate organic traffic by topic within your niche
- Estimate organic traffic based on realistic goals
A Quick Disclaimer on Estimating or Forecasting Organic Traffic
Any estimate for a website’s organic traffic potential is going to be based on current and historic data. As a result, you will end up with a fairly accurate estimate of where the opportunity lies for your website right now.
Forecasting future traffic based on the framework provided here is subject to a number of uncontrollable factors, such as search trends, algorithm updates and changes in user behaviour.
What we are looking to create is a snapshot of where your opportunity is right now based on existing rankings, with a means of easily updating your most current data to see where opportunities shift over time. This snapshot of opportunity will show the current growth areas, by topic, alongside a website’s current performance for these topics.
If required, this method of estimating traffic potential can be applied to new opportunities that you don’t currently rank for quite easily.
Getting Started: What Data and Metrics Do I Need?
Internal linking is a core activity when it comes to optimising a website – getting it right can be the difference between showing on the first page of Google and not having your content indexed at all.
That example, albeit a little extreme, could be a very real scenario, yet it’s more likely that a poor internal linking strategy will neglect your most important pages and prioritise content that doesn’t meet your business objectives.
Taking a strategic approach to internal linking first requires you to have the desired outcome, such as increasing the visibility of a set of product category pages for the purpose of increasing revenue from organic search.
Disclaimer: internal linking is only one part of a successful SEO strategy, getting this right doesn’t guarantee success in the SERPs but it sure will help.