Making a good page perform better in Google

Yesterday I did some SEO work on one of my most popular articles.

First, I think it’s a good article and you should at least skim it because it has the potential to help you make a lot more revenue for your store.

Repeat Purchase Rate, and how to calculate it

Second, I think the process for what I did is interesting from an SEO standpoint.

Using Google Analytics I was able to see that the article was one of my most popular in terms of organic traffic. That made it a good candidate to improve.

I did some basic updates on it first, SEO 101 level.

  • check for keywords that would work with it
  • check title tag
  • check the meta description
  • check the headers
  • check alt text
  • check the call to action

Once that was done, I felt like the article was slightly improved. Subjectively, maybe 5-10% better.

Next I decided to see if I can make a major improvement.

Originally it was about 370 words long which is on the shorter side. Google likes to see a minimum of 300-500 word articles these days, depending on the rest of the website.

With an hour of work I was able to expand that article to about 938 words, almost three times the size.

I’m hoping the combination of optimizing the little things and expanding the article to cover more of the topic will have an impact on my overall site traffic. Especially since it’s already a top article and resonating with visitors.

This is what real SEO is. It’s an optimization process where you’re continuously improving and making something better.

It’s not an app you buy and forget about.

It’s not a service you buy once and are done with it.

It’s finding things that can be improved and making the improvements.

And it doesn’t have to be a major expansion like I did. Even just updating the title, description, or adding an image could be an optimization that a page needs.

Do that 100 times over the next month and all those tiny improvements will add up.

Once great optimization is to make sure your product’s structured data is setup correctly for Google’s Rich Snippets. With those you’ll get more traffic and better converting traffic.

You can either audit your store’s structured data by hand or install JSON-LD for SEO and have all the structured data you need.

It’s already helping over a thousand Shopify stores with their structured data and it could help you too.

Eric Davis

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