By category and product
The category name, the product name, the brand plus product. Commercial searches that a category page built to rank can win from the marketplaces.
Retail and consumer
Ecommerce and retail marketing measured in revenue, not sessions
A store has the best measurement of any business and often the worst reporting. Revenue can be traced to the visit, the product and the campaign, and the monthly report still leads with sessions. Retail marketing is decided by which categories rank, what a shopping click returns after margin, and whether a first order ever becomes a second.
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Marketing does not behave the same way here.
Retail runs on margin and on repeat. A shopping click that returns three times its cost looks healthy until the product margin is applied, and a store that acquires every customer once at full price is a store paying for its own revenue.
Search behaves differently too: a store generates thousands of URLs on its own, most of which should never be indexed, while the category pages that could earn money are thin because they were built from a product feed. And the highest- margin channel, email to people who have already bought, is the one most often left unbuilt.
The work is to make the category pages rank, price the paid campaigns on margin rather than on revenue, and build the flows that turn one order into several.
How your customers actually search.
By comparison and price
Best, cheapest, versus, review. Research searches where content earns the click and the store earns the sale later.
By problem
The need the product solves, before the buyer knows what to call it. Won by the store whose content answers it.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- A category or product page, a basket, a checkout, an order, then a flow that produces the second order.
- A comparison search, a guide, a return visit from an email or an ad, an order.
- A shopping ad, a product page, a basket abandoned, a recovery email, an order.
- Thousands of filter and search URLs indexed, diluting the pages that could rank.
- Category pages with no content beyond a product grid, so they cannot rank for the category name.
- Product descriptions copied from the supplier, identical to every other retailer selling the same item.
- Revenue by page never reported, so nobody knows which pages earn and which merely get visited.
- Shopping campaigns split by margin band, so the budget follows profit rather than revenue.
- Brand and non-brand separated, so the report stops crediting ads with sales that were coming anyway.
- Feed fixed before bidding, since a bad title or wrong category loses more than any bid strategy gains.
- Remarketing to basket abandoners and past buyers, built inside the consent rules of each market.
- Abandoned basket, welcome, post-purchase and win-back flows, which produce the second order that makes the first one profitable.
- Replenishment and reorder timing for consumable products, which most stores never build.
What the report should lead with.
- Revenue by page, by campaign and by flow
- Return on ad spend after margin, not before
- Second-order rate and time to second order
- Organic category revenue as a share of the total
- Basket recovery rate
Retail and consumer: each service in detail.
Proof
The closest accounts we have published.
Four online stores on search: a home goods retailer, a skincare brand, a commercial coffee equipment seller and an online pharmacy.
Home goods retailer, SEOSEO
470Korganic clicks in 12 months
- 21.3Mimpressions
- 2.2%click-through rate
- 8.8average position
Skincare brand selling direct, SEOSEO
+55%organic clicks in 28 days
- 1.54Kclicks, from 992
- 165Kimpressions, from 91.9K
- 9.9average position, from 12.5
La Vela CoffeeSEO
+146%organic clicks
- 2.85Kclicks, from 1.16K
- 196Kimpressions, from 114K
- 19average position, from 26.5
Online pharmacy, SEOSEO
+80%organic clicks in three months
- 12.9Kclicks, from 7.17K
- 176Kimpressions, from 104K
- 7.4average position, from 8.4
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Our return on ad spend looks fine. Why is the business not growing?
Because return on ad spend is measured before margin, before returns and before the cost of acquiring a customer who never buys again. Measure paid on margin and on repeat, and the campaigns that actually grow the business usually turn out to be different from the ones that look best in the dashboard.
02 Why does our store rank for nothing except the brand name?
Usually because the category pages have no content and the filter URLs are diluting everything else. Fix indexation first, then write the category pages properly, and the store can compete for the category searches the marketplaces currently own.
03 Which email flows should a store build first?
Abandoned basket, then post-purchase, then win-back. Those three recover money the store has already spent acquiring a visitor, and they run on their own once built. Campaigns come after the flows, not before.