From now on, we’re going to be changing our approach for our e-commerce clients. We’re going to be making a direct approach toward boosting revenue and backing off trying to satisfy Google.
To any e-commerce owner, the measure of their business is the bottom line, so that’s what we’re going to be working on.
The way we work on e-commerce sites has changed significantly over the years, and recently we’ve moved toward more of a performance-based model for our e-commerce clients.
The reason is it’s a way to make a lot more money than with traditional SEO methods like PPC, paid ads on Facebook display or the like.
It’s traffic generation, and even content is about that brand recognition.
But at the end of the day, what you’re looking for is what happens at the checkout.
That’s how our e-commerce clients measure whether they’re making money or not. And what measurement is better than that?
We finally convinced one client at the end of September he needed to let us worry about his revenue.
Before that, he was worried about organic ranking or PPC or whatever the latest fad was.
When he agreed, he said he’d done $30,000 in September, and he needed over three times that in October.
Okay, big call, but I went past his goal by the end of the month. What we did was focus on what was important to the user.
Can they find a product or service? When they get to the site, can they easily find what they’re looking for? Once they’ve found something, is the checkout simple?
We weren’t focusing on Google, but guess what! What makes the customer happy is what makes Google happy!
That’s why they exist, and that’s how to increase your bottom line.