Now Cubaitis managed to organic search for a seller with 25,000 SKU and 500 categories. He was afraid of completion against Amazon for evaluation until he realized that most of his products had zero external links. Then he hits the revelation.
“Only 25 back links were enough,” he told me.
TED is the founder of SEO Tool Lab, a prominent agency and software provider and host “SEO FIGHT CLUB”, show YouTube.
He and I spoke at the conference last month. I asked him about today’s SERP, keyword priorities, content marketing, and yes, to compete against electronic trading giants.
The whole sound of this conversation is inserted below. The transcription is modified for length and clarity.
Eric Schwartzman: In the last few months, the search engine results have changed dramatically.
Ted Kubaitis: Right. Now there are keywords where the first organic result is under the fold – effectively side two. These keywords are no longer worth targeting.
Google search results page is now a universal search. These are more mixed sets of results – advertising, products, “people also ask”, local packages, all kinds of things are now over organic lists.
Optimizers for search engines must consider two things: where should I evaluate the organization and where does the list appear among all these options?
Schwartzman: What are the best keywords that focus on the online store?
Cubaitis: This is an important question, because targeting is bad, SEO is wrong. It takes a lot of time and effort. I would start with the names of products and categories. The names are so impressive.
See links in serp; Many of them are real search terms. Mercihant can have a category of “gifts and pleasure”, but how many people are looking for “gifts and pleasure”? What a hell is this a pleasure? I guarantee that “gifts and pleasure” is a keyword with zero volume.
So even if you shift number one, you didn’t get anything. But if you change the name to “unique gift ideas”, you will now have a search term that is worth victory. Go through all your categories and product names. Make sure everyone has named something that has a search volume.
Google trends can help identify high volume names. Check out the topics of trend clusters for ideas. Also consider adding a widget or a cloud of words to a product page with keyword variants and even typos.
Multiple merchants could name each with the highest keyword.
Schwartzman: How did you learn Ecommerce SEO?
Cubaitis: I was developing websites for large online retailers. They saw that I was good with SEO, so I took it as a primary responsibility. In the end, I did SEO for this retailer for almost 20 years. I helped them grow from $ 5 million to $ 65 million with an average size of $ 40. So a lot of carts. High volume, low margin. We had 25,000 SKU in 500 product categories.
We came against Amazon and all the big markets. Many sellers think they can compete with these sites, but Amazon’s pages often have zero external backlinks. You can beat them with 25 backlinks. I spent years and I’m afraid to compete with Amazon. I built courage; Only 25 back links were enough.
I’m not making my mistake.
Schwartzman: Let’s go to marketing content. Electronic stores often indicate blogs to attract products. What are the thoughts about?
Cubaitis: Blogs can help, but the strategy is often defective and eventually causes more damage. Most online retailers have a problem with cannibalizing keywords between their homepage, categories and product sites. They then publish blog posts that overlap with the same keywords.
Better electronic trading strategy includes multiple websites. For example, a top poker table seller could launch a blog website about the rules, professional tournaments and related and then advertise tables. The seller would have more marketing assets and free advertising. The seller can test keywords that the store could not otherwise focus on. And because they differ from the domains, they cannibalize each other.
I tell sellers that the blog is useful in another domain, but the five furnace has a problem when they are on their electronic trading websites.
Schwartzman: Tell us about your company, SEO Tool Lab.
Cubaitis: Our primary tool is called Cora. It uses statistical analysis to determine which elements on your website and the impact of your Rannings for the keyword. Cora reduces the possibility of thousands to several dozen to focus on.
More we host a weekly Youtube show called SEO FIGHT CLUB. It is an open debate and mutual reviews of SEO tactics, tools and trends.