The Painless Guide to SEO for Ecommerce Sites

By Tinuiti Team

The practice of search engine optimization (SEO) has been called a lot of things–dead, irrelevant, and impossible to understand.

But at the end of the day, SEO is still the mechanism that gets your ecommerce site to rank–and eventually, gets you more organic sales.

We could go on forever about SEO management. And we did just that in our guide to Ecommerce SEO (with the help of our good friends at GrowTeam, an agency that connects ecommerce businesses with reputable partners and vendors).

FREE Ecommerce Business Owner’s Guide to SEO Management

In this guide, we looked at the practices of top ecommerce companies (and CEOs) who successfully grew their organic rank and sales, and attempted to answer these key questions:


All of these questions boil down to: What are they doing that other companies are not?

If you don’t have time to read through the full guide, skim the checklist below.

1. Manage the Important SEO Functions In-House

This was one of the biggest differences between average performing sites and top performing sites – the best performers did their content work in-house.

The majority of CEO’s said they believe that social media, blogs, and other product content needed to be developed in-house to maintain the voice of the company and keep control over technical terms, references, and industry knowledge that outside vendors would struggle with.

Many of them had unsuccessfully tried to outsource this work in the past and failed.

Keys to Success:


2. Outsource Technical On-Page SEO

There were two main areas where CEOs used outside contractors successfully: Technical on-page SEO work and link building. We’ll address link building in the next section.

Keys to Success:


3. Build Links With Digital PR

Although less used than technical SEO, many site owners said they did engage specialty PR agencies to market their content to high authority sites to create backlinks. Many PR agencies are now focusing on this area as a core deliverable because of its value to the overall domain authority, and you need to ask them specifically about their process.

Many PR agencies are now focusing on this area as a core deliverable because of its value to the overall domain authority, and you need to ask them specifically about their process.

Keys to Success:


4. Be Smart When Picking an SEO Agency

If you have contracted for marketing services in the past, then you know that some of the worst companies in this space have the best sales people. That’s why it’s so important to look deeper than the surface level when you’re vetting agencies.

Keys to Success:


5. Integrate Your SEO Agency With Your Internal Team

As the owner of the business, it is ultimately up to you to create integration between internal resources and contractors. How well you do this has a big impact on the leverage you get on the dollars you invest in online marketing services.

Keys to Success:


6. Keep Your SEO Agency in the Loop

Help your vendors do their job by sharing critical data with them. Sales, conversions, specials and new product and service data give them material to work with.

The act of sharing information breeds trust and common accountability to shared goals. It also helps protect against a vendor hiding bad performance data or covering up mistakes.


Keys to Success:

Notify your SEO agency ASAP if:


7. Collaborate With Your Agency

We often see CEOs leaving their vendors on an island. They believe that the vendor is responsible for obtaining certain results, but don’t really put effort into using their own resources to increase the level of activity.

Don’t leave your vendor on an island, or you’ll risk seeing subpar results and discord between their agenda and yours.

Keys to Success:

If you adopt an approach geared towards leveraging your vendor’s intelligence and your own resources, you can start asking questions like:


8. Don’t Leave SEO Learnings to the Pros

Working to absorb best practices and industry knowledge from a vendor not only improves the campaigns you’re working on with them in the short term but also helps to retain that knowledge in your organization after the vendor is gone.

Keys to Success:


Check out the full guide here:

FREE Ecommerce Business Owner’s Guide to SEO Management

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