If you run an e-commerce business, you know how important SEO is for driving traffic and sales. But SEO is not a one-person job. You need a team of experts who can work together to optimize your site, create content, analyze data, and solve problems. How do you train and collaborate with your e-commerce SEO team effectively? Here are some tips to help you out.
Before you start any SEO project, you need to have a clear vision of what you want to achieve and how you will measure success. This means setting SMART goals (specific, measurable, achievable, relevant, and time-bound) and aligning them with your business objectives. You also need to define your SEO strategy, which includes your target audience, keywords, competitors, and tactics. Communicate your goals and strategy to your team and make sure everyone is on the same page.
Define your SEO environment - which search engine (and human) behaviors are you working to influence? Is this a DTC Google search? Is it a retailer environment like Amazon or Walmart? Social commerce a la TikTok or Instagram? Directory or guide ie Yelp, TripAdvisor? App Store or other platform search? An audio platform like Alexa? A Maps environment? (where I do all my local searches now) Third-party or last-mile like Instacart or Doordash? Is it an app, mobile, desktop search? Each platform, search tool, and search occasion will have its own requirements, capabilities, and ever-evolving algorithm to monitor. Knowing where and how the game is being played will help you prioritize the tools, expertise, and work needed to win.
Begin by thoroughly understanding your business's campaign objectives. Are you aiming for a broader brand reach, performance (increased revenue), or strengthening brand equity? Perhaps it's a mix of these elements. Recognising these goals is essential, but so is quantifying them. For brand reach, establish a target for the growth in brand-related searches. If performance is the primary focus, set benchmarks for conversion rates and sales growth. The volume of search engine traffic, while a valuable SEO metric, has its intricacies. It can be significantly influenced by other above-the-line marketing efforts. A notable increase in searches following a major ad campaign doesn't necessarily equate to organic SEO success.
1. Clear Communication: Maintain open communication channels. 2. Education: Invest in ongoing SEO training and industry resources. 3. Set Clear Goals: Define specific, measurable SEO objectives. 4. Assign Responsibilities: Delegate tasks based on expertise. 5. Use Collaboration Tools: Streamline workflow with tools like Trello or Asana. 6. Regular Audits: Identify areas for improvement through audits. 7. Encourage Creativity: Foster innovation and new SEO strategies. 8. Feedback Loop: Provide constructive feedback for growth. 9. Stay Updated: Follow industry trends and share insights. 10. Celebrate Wins: Recognize achievements to boost morale. 11. Adapt and Evolve: Stay flexible and responsive to industry changes.
SEO is different on each platform. Therefore each platform requires a unique strategy. For example, I rank #1 on YouTube for "Amazon SEO" And on Amazon the SEO rules are unique from Google. On Amazon you need 250 bytes in your search terms, 100 characters of alt text in your photos, 500 words of crawlable text in your A+ content. The title and main image CTR have massive impacts. Therefore, have a unique SEO strategy for each platform.
Before starting any SEO initiative- review what is possible from an organic and paid standpoint. If ads are taking up the first page of google results- there is no sense fighting for organic results for the same keyword(s)/ phrases. A better strategy might be to partner with some of the aggregate sites advertising in this space.
Your e-commerce SEO team may consist of different roles, such as SEO manager, content writer, web developer, link builder, and analyst. Each role has its own tasks and skills, and you need to assign them accordingly. For example, your content writer should be responsible for creating engaging and relevant content for your site, while your web developer should be responsible for ensuring your site is fast, secure, and mobile-friendly. Make sure each team member knows their role and responsibility, and how they contribute to the overall SEO performance.
SEO is not set and forget. And SEO is not a binary thing you set roles for. Most companies are ready to open the pocketbook for PPC. But MOST companies resist the sunk cost of content investment that will deliver over years. Therefore one of the most important roles to fill is the SEO influencer. The person who convinces the company to take specific actions.
In an #eCommerce ecosystem, every cog matters, especially in SEO. When PepsiCo launched an eCommerce initiative for healthier snacks, they orchestrated a ballet of SEO roles. The content writer focused on crafting snack stories that resonated with fitness enthusiasts. Simultaneously, front-end web developers ensured that the platform delivered a seamless mobile experience, understanding the mobile-first behavior of their audience. The analyst continuously tracked user journeys, while the link builder sought high-quality backlinks to amplify authority. The success? A well-oiled SEO machine where everyone from the SEO manager to the analyst knew their part, fostering a collective drive towards a unified digital visibility goal.
In reality, there is no "e-commerce SEO team." It's usually just a person who writes product descriptions and blog posts and a technical person who keeps the store running. Here's how we attract organic to e-commerce stores: 1. Make sure the technical SEO is well-implemented. There are plenty of tools to help you with that. I personally use Yoast (yes, they are on Shopify!). 2. Optimize titles and descriptions of each page, collection, and product using variables (i.e., vendor, year, product name, etc.). 3. Go through Google Search Console and see queries that give you impressions but no/low clicks. Go back to 2. It's a neverending process, but extremely worthy!
An effective e-commerce SEO team is multifaceted. Key roles include: Technical SEO: Skilled in Python and versed in your tech stack, they optimize the site's SEO structure. Data Analyst: They handle keyword research, spot trends, and report, steering the team's direction. Content Team: More than articles, they create content that attracts links and engages audiences. Outreach Expert: They secure inbound links and broaden content visibility. Campaign Strategist: Orchestrating content and link campaigns, they ensure alignment with brand goals. Web Developer: They enhance the site's framework, implement SEO changes, and tackle tech issues. Collectively, these roles synergize, propelling SEO success with combined expertise.
* SEO Manager: The SEO manager is responsible for overseeing the overall SEO strategy and performance of the website. They work with other team members to develop and implement SEO initiatives, track results, and make adjustments as needed. * Content Writer: The content writer is responsible for creating high-quality content that is relevant to the target audience and optimized for search engines. This includes blog posts, product descriptions, and other types of content. * Technical SEO Specialist: The technical SEO specialist is responsible for ensuring that the website is technically optimized for search engines. * Link Builder: The link builder is responsible for building backlinks to the website.
SEO is a dynamic and complex field that requires constant learning and improvement. You need to provide your team with the necessary training and feedback to help them grow their skills and knowledge. You can use various resources, such as online courses, blogs, podcasts, webinars, and books, to educate your team on the latest SEO trends and best practices. You can also use tools, such as Google Analytics, Google Search Console, and SEMrush, to monitor your team's progress and results, and provide constructive feedback and suggestions.
Learning and unlearning are critical for long term success in the world of SEO and e-commerce. I recommend paying attention to the following: - Know what’s the latest innovation, understand how it impacts your brand, and experiment to figure out the best way to optimize for it. Example: Search Generative Experience. - Let data be your guide and hawkishly watch over key KPIs. - There’s always going to be a hard way of doing things and a quick way. Hard is often right in the long run. If something requires a well thought out plan, consistency in implementation or delivery, and always staying true to brand values - do it. This is true for content strategy, technical upgrades and expanding your channel mix.
A good way to train the team is what I call ‘learning by asking'. My team and I used to have periodic meetings (bi-weekly or monthly) to analyze the status quo and discuss different ways of action to improve it. I find this interactive, collaborative way of learning significantly more efficient than passively reading articles or watching YouTube videos.
Cultivate Continuous Learning in SEO In the dynamic world of SEO, staying updated is not just beneficial—it's essential. Teams must be immersed in ongoing training, complemented by a zeal for self-initiated learning. Actively promote participation in online SEO communities; these platforms offer real-time insights. Side-projects, often overlooked, can be goldmines for fresh strategies and approaches. Regular brainstorming sessions, both in-house and at external workshops or conferences, can spark innovative ideas. Tools like Google Analytics and SEMrush are crucial for monitoring, but constructive feedback remains the cornerstone. In SEO, the fusion of structured training with hands-on learning paves the way for unparalleled success.
I have all my employees take my SEO course prior to starting. SEO is connected to everything in ecommerce and the digital world. SEO connects with PPC, Design, Catalog merchandising, and more. Therefore watching the impressions, clicks that come from SEO helps you create add to carts and purchases. Understanding that feedback loop is important. Proving work done creates results, is the feedback loop each person can take on themselves.
The teams should learn from real-life case studies of success and failure, not just theoretical concepts in books and courses.
SEO is not a solo activity. You need to foster a culture of collaboration and communication among your team members, as well as with other departments, such as marketing, sales, and customer service. You can use tools, such as Slack, Trello, and Google Docs, to facilitate communication and project management, and share ideas, updates, and feedback. You can also organize regular meetings, brainstorming sessions, and workshops, to discuss your goals, challenges, and solutions, and celebrate your achievements.
From my experience, an effective SEO team requires diverse expertise. As I've previously highlighted, roles like tech SEO, data analysts, content creators, outreach specialists, campaign strategists, and web developers must harmoniously align to achieve our objectives. This is why I believe in adopting a project management approach, ensuring all key stakeholders are actively involved. Collaboration and communication are paramount. Tools like Slack and Trello aid in streamlining tasks and fostering open dialogue. Regular brainstorming sessions and meetings are crucial to align goals, address challenges, and celebrate our collective successes.
SEO is in fact a solo activity. There can only be ONE person dictating the SEO Strategy. If SEO tries to collaborate with Design, they will be overtaken by aesthetics. If you don't put SEO first, you put it last.
I start by arming the team with an understanding of the industry benchmarks and competition. This prepares us to seize new opportunities and find the gaps in the marketplace. We utilize AI algorithms to anticipate user behaviour and search intent, allowing us to adapt our content and strategies dynamically. Key to our success is also the interdisciplinary team approach. Every project is manned by a technical project manager and a PR specialist. While the project manager ensures technical SEO excellence, the PR specialist works on building brand image and solidifying relationships that can enhance our off-page SEO. This blend of technical and soft skills within the team is key to delivering the best results.
We hold regular team huddles to discuss ongoing projects and challenges, and we've set up a dedicated Slack channel for real-time updates and quick questions. Everyone has access to our KPI dashboard, so we're all on the same page about our goals and performance. We also make it a point to celebrate our wins, big or small, because recognizing individual contributions boosts morale and encourages further teamwork. And let's not forget our monthly skill-sharing sessions; they're a hit because they not only help us cross-train but also deepen our collective expertise, making us more effective in our roles.
SEO is not a one-time thing. You need to constantly evaluate and optimize your SEO process to ensure you are meeting your goals and delivering value to your customers. You can use tools, such as Google Analytics, Google Search Console, and SEMrush, to track your key performance indicators (KPIs), such as traffic, conversions, rankings, and revenue. You can also use tools, such as Ahrefs, Moz, and Screaming Frog, to audit your site and identify any issues or opportunities for improvement. Based on your data and insights, you can adjust your SEO strategy and tactics accordingly.
SEO is not set and forget. I increased APMEX by 10-million unique people visiting the site year over year. I did this by making 2,000 pieces of content during the year. We didn't just publish 2k posts in 30 days. It took months. And we targeted specific terms and tracked them. Then doubled down on terms that worked.
From my perspective, maintaining an effective SEO strategy requires consistent evaluation and adaptation. I've found it beneficial to establish a monthly reporting cadence, ensuring we're on track with our goals. It's also crucial to have the right SEO tech stack tailored to your traffic volume; what works for SMEs might not suit enterprise needs. I also prioritize annual "house-cleaning" activities, like comprehensive site crawls, to identify and rectify potential issues. And remember, SEO is a journey with its ups and downs. Fluctuations are inevitable, but with the right approach, they're just part of the growth process.
Measuring success and optimizing SEO process can be daunting. As a baseline recommendation I would always recommend measuring for both business KPIs and using developer and web tools for both optimization and monitoring. For business use cases, I find that being able to share successes that are relevant to your audience are the most persuasive. For instance, if you're presenting your SEO progress to a customer service group, by communicating the changes in Google My Business activity, or an increase in users visiting a Help Document section instead of the "Contact Us" page, you can use data to help explain how your team's SEO efforts have ultimately made their jobs easier and helped free up their time to tackle more advanced projects.
In our SEO department, we're big believers in the saying, "What gets measured gets managed." Every month, we sit down for a deep-dive into our analytics, scrutinizing everything from keyword rankings to organic traffic and conversion rates. This isn't just a numbers game for us; it's about understanding the story behind the data. What worked? What didn't? Why? Based on these insights, we tweak our strategies, whether that means adjusting our focus keywords, revamping meta descriptions, or experimenting with new backlinking tactics. And it's not all just high-level stuff; we also review the nitty-gritty, like page load times and mobile responsiveness, to ensure we're ticking all the boxes for both user experience & search engine algorithms.
You have to balance SEO with good copywriting on third-party marketplaces like Amazon. Consumers will be repelled by overly technical copy or copy that is jam packed with search terms. This is often the hardest part of copywriting.
Ask a lot of questions. The majority of the replies you'll get from an SEO specialist will be "it depends". That's a common joke in marketing, but it is also true. Treat your SEO specialist as a consultant on the strategy: any move is part of a bigger picture.
SEO optimization on platforms such as Amazon or Walmart require a slightly evolved approach. As part of the core data to evaluate the platform data incl the ads performance data on these platforms - along with their specific styleguides and terms of service make good SEO part of a process of overall listing optimization that is both targeted at including higher performing keywords but also increasing conversion rates as shoppers decide to add products to their cart.
Create value first. Optimize second. Writing content for the sake of improving search engine visibility can prevent marketers from communicating with their target audience in an authentic way. Incentivize your team to produce content that results in engagement, sharing, and repeat traffic. Focus first on developing content that your audience finds informative or entertaining. Failing to do so could dissuade relevant site visitors from returning for repeat sessions. This decreases the likelihood that they take valuable actions on your site, such as purchasing a product or requesting a demo.
SEO, whether for eCommerce or any relevant digital asset, is an evergreen process that requires patience, ongoing research and perseverance as a lot of external dynamics will impact your strategy at any point in variable ways. Give your team the space to “fail”, test & learn and give them the time to prove their capability with a rather longer term goal than short term gains.