Throughout my years as an athlete, I’ve learned how important it is to focus on what matters and that getting back to the basics often yields the best results. If you can’t squat, deadlift, or bench press a decent amount of weight, all the accessory exercises in the world aren’t going to do you any good.
The e-commerce equivalent of this is when we focus on improving areas of our site which are not primary drivers of performance .
For example, one company I worked with had slumping online sales, and my job was to bring their neglected e-commerce site back to life. One reason for this was a previous e-commerce “coach”, who had them focusing on rewriting all of their meta tags and trying different ways to maximize the SEO of the current content of the site.
What they really needed, however, was to overhaul the content of the site. They were focusing on what they thought Google wanted from them, instead of focusing on what their customers wanted. (Sidenote: Google would be the first one to tell you NOT to try and jam keywords into your site to help your search rankings)
What we did instead was overhaul all of the product listings and added each product’s technical specs and current stock level, things which were extremely important to their customers.
This simple change of focus yielded significant results, and the improved content led to better organic SEO rankings anyways!
Are you focusing on what matters or are you losing the forest in the trees?
Sperl Marketing Consulting 