This document provides tips for small ecommerce retailers to compete with larger brands in SEO. It recommends focusing on long-tail keywords that convert better instead of competitive head terms. It also suggests adding unique, engaging product descriptions instead of stock text, and turning category pages into in-depth guides to add value for users. Additionally, it advises thinking creatively about linkable content assets beyond just buying guides to get links, and leveraging staff expertise through opportunities on sites like HARO. Proper communication with developers is also emphasized to avoid unexpected site changes impacting SEO.

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ECOMMERCE SEO:
HOW TO COMPETE WITH INDUSTRY LEADERS ON A SMALLER BUDGET
J A M E S B R O C K B A N K
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GOOGLE EVERY MARKETER’S
BEST FRIEND & WORST ENEMY
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THE BIGGEST
FRUSTRATION
OF SMALL
ECOMMERCE
RETAILERS?
‘BIG BRANDS’
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BIG BRANDS GET AWAY WITH DOING
SEO DIFFERENTLY TO THE REST OF US!
EVER FELT LIKE
THIS GUY?
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THEY BENEFIT FROM
DOMAIN AUTHORITY,
NOT NICHE RELEVANCY!

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IT’S TIME TO
GET SMART!
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THINK ABOUT YOUR ADVANTAGES
1. ABILITY TO FOCUS
2. ABILITY TO GET CREATIVE
3. NICHE APPEAL
4. AUTHENTICITY
5. LACK OF RED TAPE
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BUT WHAT CAN
YOU ACTUALLY DO
TO OUTRANK THESE
BRANDS ON THE SERPS?
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1. STOP FOCUSSING
UPON THE WRONG KEYWORDS
- Big brands chase volume terms and hope for the best.
- Long-tail terms convert better, despite lower search volumes.
- You may struggle to rank for competitive head terms but you
CAN rank for long-tail terms.
- Why? Google has become much better at understanding
relevancy.
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2. STOP USING STOCK
PRODUCT DESCRIPTIONS
- How can you add value?
- Invest the time in writing unique, engaging
product copy.
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3. TURN EVERY CATEGORY
PAGE INTO AN IN-DEPTH
GUIDE!
- Nobody wants to read 50 words of waffle about a
product range!
- See the opportunity to turn category pages into in-
depth buying guides, complete with visuals.
- Strive to craft THE BEST category pages out there and
focus on ADDING VALUE.

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NO…JUST NO!
BELIEVE IT OR NOT, PEOPLE STILL DO SEO LIKE THIS IN 2017!

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REMEMBER TO ADD VALUE!
LOOK FOR NEW WAYS TO ENHANCE SHOPPING EXPERIENCES

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4. THINK OUTSIDE THE BOX
WITH CONTENT & LINKABLE
ASSETS
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- Remember, content marketing isn’t advertising!
- You still need links to rank on the SERPs.
- Do journalists really want to link to a buying guide? No,
of course not!
- Create something which publishers cannot easily
recreate themselves. Add value!

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WE USED
UPWORK,
PEOPLE PER
HOUR & FIVERR
TO COMMISSION
AN INSIGHT INTO
MOTHERHOOD IN
56 DIFFERENT
COUNTRIES.
CONTENT
ASSETS DON’T
NEED HUGE
BUDGETS, JUST
GREAT IDEAS!

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5. USE YOUR TOP PEOPLE
AS ASSETS FOR LINK
BUILDING
- Linkable assets can be so much more than content.
- Use your ‘people’ and their experience as a way to add
value to journalists and publishers.
- Use HARO & #journorequest to source opportunities.
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6. STAY ON TOP OF CHANGES
MADE BY DEVS
- Developers aren’t SEOs!
- Request a weekly change log and test EVERYTHING.
- Respond to any issues immediately; before they impact
upon rankings.
- Educate your development team; you’ll thank yourself
for it!
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THANKS FOR LISTENING!
KEEP IN TOUCH:
@BROCKBANKJAMES // JAMES@DIGITALOFT.CO.UK
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