Cory Eckert

 

Source: SEOSignalsLab

Pick His Brain!

I’d like to introduce one of our members, Cory Eckert, for our next ‘Pick His Brain’ session and I want to thank him for the participation.

Cory is an e-commerce SEO ninja and currently runs https://easyecommercewins.com/.

He is always testing and only shares what’s currently working. If you have any questions related to e-commerce, feel free to pick his brain.

Here are the rules.

1) I’ll let the thread go on until he asks me to stop. Theoretically, this thread can continue until bitcoin value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM him and bother him. If you have a private question, ask for his permission on this thread when appropriate.

#PickHisBrain

What’s your strategy for tackling tough keywords for ecommerce SEO?

I work from the bottom up.

Tackling lower difficulty keywords with high buyer intent until I have the authority and trust to build up to the bigger more difficult keywords.

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Do you have any tips for ecommerce affiliate marketers?

With most of my eCommerce sites I LOVE affiliate marketers.

Easiest backlinks I’ve ever gotten.

All I do is try to beat Amazon’s commission (usually 6%) depending on the category the product falls in and start searching for review and affiliate sites to reach out to.

How/Where would you find affiliates for fashion and lifestyle products?

Google… Seriously, there’s a blog for everything now and it’s very easy to find blogs and influencers on just about any narrow niche.

Even ones not doing affiliate marketing currently.

Search for your products (the more specific your search, the better your results) and see who’s talking about them.

If they have amazon links, offer them a better deal.

If they have no links, or links to another site without an affiliate tag, tell them about your program.

Can GMBs drive traffic to eCommerce store?

Sure they can! but they are less effective than other channels.

Still worth setting up because even if they don’t push a ton of traffic, they have great social proof value to an eCommerce business.

Do you build out landing pages for each category of products for traffic, or do you concentrate on each individual product page? With a large inventory product pages can be so time consuming.

Great question!

I tend to put more time into my collection/category pages than most eCommerce site owners.

They give you a great opportunity to rank middle of the buyer journey keywords.

Product pages are for super high buyer intent keywords and I focus on top sellers first and work my way through the list.

It’s time consuming with larger ecommerce sites but keep your efforts on the top 10 products that make you the most and move on from there.

Best ecom backlinking strategy?

Best is relative to the niche but I can give you a few of the “easiest” / “fastest”.

1. Target affiliate sites and offer a slightly better commission than amazon.

2. Build a directory.

Imagine you sell back braces…

Go find all the top chiropractors in each state and build a directory on your eCommerce site.

Feature the top 10 from each state and reach out to let them know what a prestigious spot they’ve earned.

Show them you’ve linked to them and will be sending traffic their way.

Then ask for a link or share on their social channel.

This provides value to customers who obviously have back pain and gives you a great resource to earn links from authoritative sites in your niche.

How much content do you prefer to put into a product page?

I don’t like to overwhelm buyers who are ready to make a purchase. Product pages are the END of the buyer’s journey.

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This in mind, I don’t over do the product pages.

Make the content, titles, and Htags unique and include buyer intent keywords where they are natural.

If there is more content such as buyers guide, more in-depth technical information, beginning and middle of the funnel information, etc.

I create unique pages or blog posts for these and provide links on the product page so customers can find them.

Be sure to also include links back to the product page from the above mentioned resources.

What if its about electronics, should we be getting as much information on the page about the product as we can so they don’t have to go elsewhere looking for it?

I sell electronics on one of my sites.

Worse yet, they are pretty technical in nature and some more information is often needed.

Even with this being the case, I provide all the information the buyer needs NOW to purchase and link to resource pages for the rest.

I use more videos on these product pages to explain things I would need 1000 words to explain otherwise.

That said, don’t short change the customer.

Make sure you do provide all the specs, ect that they need to make a good purchase decision.

But keep the more wordy, techy stuff to another page.

If this isn’t possible, at LEAST move the info into tabs so customers are not looking at a mile long product page.

Information overload is a conversion killer.

Would you share your list of buyer intent words and expressions? I bet there are some words and angles I don’t know of.

No big secret here. Most are obvious…

Brand + Product name

Product name for sale

I use AdWords and Bing Shopping ads to give me my best keywords over time.

I also like to target phrases like Product Name Reviews.

Here’s a trick to help do that right on your product page…

https://www.youtube.com/watch?v=T4djTq_oa_E

What would be your opinion on this – should i get another domain and 301 this old one ? OR continue with this domain and make new social media accounts?

When it comes to eCommerce, it’s about trust over traffic.

For that reason, I generally won’t touch an expired domain unless it’s an absolute must have for building my brand.

The last thing you want is a customer confused about who you are based on prior experience.

I’m sure others have had more experience with expired domains here.

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I personally just don’t bother in the ecommerce world where branding can be so vital.

Recently i have aquired an expired domain with good metrics, there is a small problem the domain already has good social media following and i don’t think the owners will give them for free. What would be your opinion on this – should i get another domain and 301 this old one ? OR continue with this domain and make new social media accounts?

When it comes to eCommerce, it’s about trust over traffic.

For that reason, I generally won’t touch an expired domain unless it’s an absolute must have for building my brand.

The last thing you want is a customer confused about who you are based on prior experience.

I’m sure others have had more experience with expired domains here.

I personally just don’t bother in the ecommerce world where branding can be so vital.

Can you provide an example of how a perfect product page looks like in your opinion? Out of these 2 which one would you say is better and why : 1) https://sugarandcotton.com/…/aquamarine-gemstone-ring… 2) https://www.gecqo.com/products/fire-opal-heart-ring

A great product page should have certain elements in place…

Trust – you do have trust signals on the second page (guarantees credit card logos, shopify secure badge)

Urgency – again, the second page has some urgency built in with the counter.

Simplicity – Both examples are pretty simple but simplicity also means providing all the information.

Your product descriptions are next to non-existent.

Structure – Your titles are H1, you should have an H2 as a subtitle to give you more SEO real estate and further explain the product to your customer.

Also you want to layout your page so it’s super easy to navigate, find all the information, and make a purchase decision.

Proof – once again the second example has elements of proof or reviews.

The first example has the little popup in the bottom left corner but that’s not enough.

Here’s an example of a product page that has all the elements in place…

https://www.onlineluggagedeals.com/…/damndog-005-under…

Which paid sources do you recommend?

I’d recommend them ALL.

If I was selling lower priced (more impulse buy items) Facebook might be my first paid source.

For higher priced items, I tend to use AdWords and Bing first, but still do remarketing on Facebook.

Each traffic channel has opportunities and diversify your revenue and make sure your business can survive if one paid channel acts up on you.

 

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