Hey everyone. The Content Refined team recently released an article and a few videos about how they perform content audits for their clients.
Today I’ll summarize 3 of the most important takeaways from their study that you can apply today to your site!
This feature is great because you can clearly see which pages you need to be maintaining. So you can take the top 5, or 10, or 50 (depending on your site) and keep them updated. Change to the current year, update with new resources, add some new content, etc.
2. MarketMuse can be used to assess your content gaps and flesh out existing content.
In this example you can see how they’ve typed in one phrase, ‘content marketing service’, and all kinds of related phrases have come up. This can act as a high-level overview to show that if you’re talking about a content marketing service, you need to be mentioning all these other things.
I’ve been really happy with MarketMuse for functionalities like that. You can go into more detail with it to get more actionable insights, but even the high-level stuff like this is awesome.
3. Auditing your competition’s content for ideas
Even without SEMRush and MarketMuse, you can get some good insights into your content needs by looking at your competitors. It can be as simple as some basic research:
Chances are you’ll have some work cut out for you at the beginning. You’ll need some long-form content about the major topics in your niche just to start out. Then you can branch off from there.
The gals at Content Refined can help you out if you have questions.
Book a call with Madeleine here: https://contentrefinedmt.youcanbook.me/
Email her at email@example.com
Or jump ahead and purchase a content audit here: https://jonhaver.zaxaa.com/o/9664490654241/3.
Once you sign up, either Madeleine or Laura will be in touch with you within 24 hours.
Leave your comments on quick tips for website/content audits. Always looking to hear feedback from you guys because I know you have some awesome experience.
Between my portfolio and the work that ContentRefined does we end up using LOTS of tools. In the past couple of weeks we have been in talks with Sam the CEO and founder at SECockpit reviewing the new features of SECockpit.
In this article we
SPECIAL OFFER FROM SECOCKPIT:
SECockpit is increasing their prices at the end of March. If you are interested in getting access to one of the best Keyword Research tools on the market for moderate-advanced users
Additionally Maddie and I did some free training with Sam at SECockpit that I hope that will be of value to people – watch it here.
Intro: Who we are (Content Refined)
Final thoughts: Who benefits from the new SECockpit functions? (And more promo details)
If you’ve been following this blog for a while, you know a few things about me:
At Content Refined, I think it’s pretty safe to say at this point that we’ve got content creation down to a science. We’re on top of trends, including what’s relevant in digital marketing now, what clients want, what clients don’t know that they want but actually need, and the data behind how it all works.
We’ve tested a lot of different keyword tools over the past few years even buying one and bringing it in house; we’ve used SEMRush, Ahrefs, KeywordFinder, CognitiveSEO, MarketMuse, SECockpit, LongTailPro, and more. Of those ones, we’re still using SEMRush, Ahrefs, MarketMuse, and SECockpit on a daily basis at Content Refined. They’re integral to our systems.
Today’s focus is specifically on SECockpit, because they’ve just updated a ton of features and our teams are super excited about some of them.
Keyword research is the first step in our content creation process. We look for opportunities within our clients’ niche to rank for certain keyphrases. There are a few metrics we generally stick to (bear in mind that these are flexible site-to-site depending on where you’re starting from with your sites relative strength):
If our keyword matches all of those metrics, it’s probably a good opportunity to build an article around.
Over the years, we’ve adapted additional strategies depending on our clients’ needs. Some examples of these strategies include the following:
It’s good to have all of these tools in our wheelhouse so that we can compete to the best of our abilities with any given website.
One shift in thinking about competition for keywords is to move beyond just looking at the number the KW research tool provides but also analyzing the strength of the competitions articles. If all metrics say a keyword will be easy to rank for but the top 10 current articles are all beasts written by experts and 5000+ words long…you are going to have a tough fight regardless of how “low competition” the tools saw the keyword is!
It’s a real process, so here’s our actual internal SOP that we’ve been using for completing keyword research with SECockpit. It involves having access to SEMRush as well, but it’s not completely necessary to have that access. You can do your research for your website with just SECockpit.
Basically, we search for a fairly general keyword, then filter the metrics to suit our needs. We go into each keyword that looks like a good option to assess the top competitors’ Domain Authority. If necessary, we’ll run an audit on a competitors’ website through SEMRush as well.
Here’s what it looks like when we search for a keyword in our client’s niche using the old version of SECockpit. In this example, I’m looking for phrases like “travel backpacks” and “suitcases”, but this of course can be custom tailored to your specific niche:
So you can see that it’s a little outdated looking. That’s okay, though. We check off all the necessary boxes and begin our search.
The results can take a while to come up, so just be prepared for that. Usually our Project Manager or Keyword Specialist (whoever is doing the keyword research) will have some other work to do in the meantime while they’re waiting for results. I’d give it a solid 5-10 minutes to fully search, update, and load.
Here’s what it looks like when the results come up:
We would also apply our specific metrics to get to the ideal monthly search volume and competition score.
From this list, we can go in keyword by keyword to see more details:
I’ve highlighted the Domain Authority list in red there. We want to see that the majority of those sites have a low-moderate domain authority. An average of about 40 or below should be a good option for us.
From there, we can create a title based around the keywords that suit our metrics. In this case it could be something like, “Best Travel Backpack with Wheels for 2019 Adventures”. We would drop all the information into our Client Dashboard. When our keyword research is complete, we send it to our client to see if they want to change anything up before it goes over to the writer.
Here’s an example of a content dashboard that you can use with your teams. It’s pretty simple:
So, now that I’ve walked you through that existing process, it’s time to share the exciting new updates that SECockpit just came out with.
We’ll have to update that SOP for the new SECockpit features, because I already know it’s going to simplify our lives a lot.
Right off the bat, it’s clear that they did a ton of updating to the overall layout of the platform.
Here’s how that main page looks when you’re searching for a keyword:
You can see it’s a lot cleaner looking. All the functions are the same on that pop up, but it doesn’t feel so overwhelming and cluttered.
The other big thing design-wise is that they’ve made it mobile-friendly. Here’s a screenshot from my phone:
For digital marketers who are constantly travelling or running to different conferences/meetings, this is huge. You can quickly pull up SECockpit on your phone and find your data that way. Really impressive.
Now, here’s the most exciting part to data nerds like me.
Here’s how it looks when those keyword results come up in the new platform:
Notice anything different?
There are a few things.
If you click on that little gear in the top right, all of these new options come up:
For our purposes, those ‘DA Avg’ and ‘DA Max’ filters under the Off-Page options are amazing!
Now, instead of having to go into each keyword one by one, we can actually just filter the Domain Avg. to be less than 50!
Game changer. Now we have a list of keywords that meet all of our desired metrics. Monthly search volume, competition score, and low-moderate domain authority.
Some of these other filters are really exciting for us, too. Did you notice they now have Adsense Value? This is going to be huge for a lot of our clients:
I also really like some of the content specific filters like “Title Keyword”, which shows how many of those top 10 competitors have the exact keyword in their article title. This gives us an edge in content creation:
Clearly, some massive improvements have been made here. This was already a great tool for us, but now, especially with the Domain Authority and Adsense Value filters, we’re going to be able to deliver so much more relevant data to our clients.
Our teams will still go in and look at each keyword individually. It provides more insight on our competitors for each keyword.
Here’s what it looks like when you go into an individual keyword in the new platform:
We see the exact information for each of our top competitors.
We can also see the Google Interest Trends for our keyword over the previous 12 months:
With this information, we can make the best decisions for keyword opportunities for our clients.
If we wanted to pull some quick data and give our clients a bigger overview of a bunch of keywords at once, it is now so much easier to do so. By adding in those extra filters, we can pull data straight from those results into a spreadsheet.
It would look something like this:
Right away, we have a list of 20+ viable keyword options. That’s just from one keyword search!
Now, keep in mind that these results will vary from site-to-site. Not every niche is going to have great keyword opportunities with one search. Sometimes you have to get creative with it. Find an angle that works for you, and/or flex the metrics until it’s more appropriate for your niche or field.
Well clearly, we do. I think that was made obvious.
But seriously, these are huge improvements for anyone who really wants to more predictably rank in Google. Through using this real data, you gain so many advantages over your competitors. A lot of people will blindly produce content that they think is relevant to their audience, but they don’t actually have the real insights to show what content is necessary for their niche or field.
If you invest in consistent, quality, data-driven content marketing, you will see the results. The measures that we go to at Content Refined have proven that time and time again. It’s even working for our internal marketing efforts, as you can see here:
Consistency and quality are key when it comes to content marketing.
So, definitely check out the new features of SECockpit and let me know your thoughts. I want to hear feedback from all the data nerds like myself.
Also, insider tip: They’re actually doing an exclusive offer that’s only valid until the end of March. April 1st, prices are going up. There’s a 30 day no-risk guarantee, and once you sign up you’ll be locked in at this lower rate for life (unless you cancel at any point). Take advantage! Here’s the link they sent me.
If you have any questions about our processes or want some insights on how we can help your content strategy, reach out to our Co-Founder and CEO, Madeleine Lambert. Her email is firstname.lastname@example.org, or you can book a quick virtual meeting with her here.
You don’t need to wait 3-6 months to make money like other new builds. Since these are sites from my own portfolio, they have been making reliable money for a few months. This means that when you buy the site, you are already going to be making a return from day 1. These sites are also already ranking for hundreds of valuable keywords.
Over the last few years, I have dabbled in the e-commerce space and have owned a few different stores. Although finding things to sell takes a bit of digging into, the return can sometimes be substantial if done right.
With the eCommerce business being the fastest growing market projected to hit 4.058 trillion in sales in 2020, many have been stepping into this industry but get stuck along the way in various aspects, one being how to boost their sales. Just like Daren DeMatas rightly said, “Building an e-commerce business takes more than choosing a brand name, writing product listings, and starting to sell products online. Even the best business ideas can flop…”
This is something I have at times struggled with, and continue to work on to boost the revenues of my stores over the different quarters.
In the e-commerce industry, consumer habits change continually, and this is the reason why methods that once worked soon become obsolete. In other words, to continually gain new customers and generate sales, you just have to keep up with new trends. There’s no magic to it.
Having studied and analyzed the dynamics of the business and have used my connections to connect with some of the best in the industry, I have come up with easy and practicable tips that will help you boost your store sales.
Whether you’re entirely new to E-commerce or have been in the business for years, the tips I have shared here will hopefully work perfectly for you.
Here are 5 smart ways to boost E-commerce store sales:
Simplifying your checkout process eliminates the friction associated with the “wear and tear” of potential buyers.
This practice is arguably one of the easiest and effective ways to boost E-commerce store sales. In fact, one company recorded about $300 000 000 increase in sales right after simplifying their checkout process. What did they do? They simply provided people with the option to check out as a guest.
Popular E-commerce sites like Apple, Nixon, Amazon and a few others use this tactic to greatly increase their conversion rate. You can see how they have done that comprehensively here. I love the way Catalin Zorzini, Founder of ecommerce-platforms.com, has grouped these great sites up and explained every single step they’ve taken to set their checkout page right. He gives fantastic advice on what you should and shouldn’t do, for example he states, “one of the most common reasons for basket abandonment is forcing users to register their details before they checkout”. He then discusses how you can go about fixing it. I can hardly recall a time I’ve worked on a checkout page without making reference to his post for inspiration.
One of the most common reasons for basket abandonment is forcing users to register their details before they checkout.
Catalin Zorzini Ecommerce-Platforms
These are really important tips to keep at the back of your mind at all times. Try them out on your store, and you’ll experience a rise in sales.
Ask top level sale killers to put their arms up, and you’ll surely find resubmissions or automatic redirects sticking its arm highest. Less than a handful of customers will go ahead to restock the cart on your store once there’s a redirection and they lose their items. To avoid such situations, be sure to maintain a smart cart that will save customer items whether they navigate away from the cart or mistakenly follow a link out of the checkout page. While this may seem too ordinary a task to make any difference to your store, I consider it one of the easiest ways to boost E-commerce store sales.
Not too long ago, Frank, a friend of mine asked me to help him take a look at his Shopify store. He complained of a decline in sales he had started to notice shortly after improving the mobile experience and adding extra products to his store. Immediately, I suspected the problem was from the new product categories he had added. I did some little tweaks here and there, and sales climbed up again. He had created the problem of choice unknowingly!
“Choice,” is a straightforward expression of free will, and customers love when they can find this expression. However, making too many choices available for customers could reduce sales. In fact, according to analysis carried out by Shopify: offering more products for sale will often get more people to visit your store but will cause very few to buy.
Well, you don’t necessarily need to take down your extra products if you already have them up. Simply sorting the products well enough to reduce the complexity associated with choice over a variety will boost your e-commerce store sales. Just categorize your products “seductively”. This tip worked for Frank, it will definitely work for you too.
Email marketing is one of the most reliable and profitable ways to boost your E-commerce store sales.
It can be simple or complex (not difficult) depending on what E-commerce marketing strategies you apply. For example, you can simply get across to people who abandoned their shopping carts and get them to buy.
On the one hand, it could go as complex as preparing and putting out several campaigns that will work closely together to greatly improve sales. All the same, the aim remains to build trust with existing and all potential customers. Whatever be the case, there’re some great Email marketing apps you can use to make certain processes easier and smoother.
What we will look at here is the simple approach to growing your E-commerce store. To accomplish this, you need to have emails of people who have previously bought items from your store, or that are likely to buy.
If you already have an email list of customers (probably provided during the checkout process), that’s great! If you don’t (maybe because you’re new to the business), we’re still good but you’ll have to start by building a list. Here are 3 ways you can get people on your email list:
So, once you have got the email list, the next thing to do is sell the people on the list! Here are 2 ways you can go about that.
If you plan on cross-selling, I recommend you start email marketing them a week or two after they buy a complementary product.
However, keep the words of Darren DeMatas on e-commerce marketing common pitfalls where he advised, “once you build a list of potential customers, resist the urge to blast them with generic sales promos!”, as this could turn them off. Darren offers a pretty detailed roadmap on the use of email marketing to boost sales on his website, be sure to check it out.
Once you build a list of potential customers, resist the urge to blast them with generic sales promos!
Darren DeMatas EcommerceCEO
Have it in mind that upselling takes a little more effort to close than cross-selling, as it requires some more convincing. You’ll definitely need some knowledge on building customer loyalty if you plan on upselling your customers.
In any case, these two methods will help you reduce abandoned carts, and go on to record fresh sales. However, as mentioned earlier, there’s more to Email marketing than I’ve discussed within the few lines above. If you’re looking to have all the nitty-gritty of Email marketing in your fingertips, there’s no better place to go than Ecommerceceo.
Most people have crossed out the idea of boosting sales via paid traffic from their to-do list based on negative stories they’ve heard. Stories of how people have spent loads of cash on paid traffic without getting any ROI. And frankly, paid traffic can be very expensive and yield you no result, but only if you’re going about it the wrong way.
If you heard of a machine that turns one dollar into more than $1, wouldn’t you invest in it? Paid traffic is such a machine, and you should invest in it. The reason lots of people lose their money through paid traffic is that they go all the way in without testing the waters!
What do I mean by “testing the waters”? I mean spending little amounts of money running several campaigns to see which one makes the most hit, and then spending more on it.
“Spending anything within $20 – $50 on each ad variation is considered OK”
While running the campaigns and multiple ad variations, monitor the metrics to see which of them brings in the highest numbers. Once this is found, kill the rest and invest more in the winning campaign. This way, you will find boosting your E-commerce store sales more affordable and profitable.
That said, one other thing you should pay attention to while utilizing paid traffic is proper targeting. With advanced tools on great advertising platforms like Facebook, for instance, you can target people who are more likely to buy.
For example. Let’s say you sell T-shirts with stars from the TV series, Game of Thrones printed on them, and you want to run a Facebook ad to increase sales. The best thing to do is to target people who follow and like pages related to the TV series. The chances of selling are bound to be higher since the set of people already have an interest.
If your ads get to the right audience, there’s a higher chance of getting more bang for your bucks. You can generate tons of sales on your E-commerce store from Facebook ads, but there’s a lot to learn.
I love finding and trying out new ways to boost E-commerce store sales, skyrocket returns and build quality relationships with customers. And of course, ecommerceceo and e-commerce-platforms are two sites that help me achieve these.
I’ve tried out, and continue to use every tactic mentioned in this post extensively, and they work perfectly for me. If you put them to good use, they will work for you too.
Whether you’re entirely new to e-commerce, or you’ve been in the business and your sales are stalling, the way out is to try new tactics. Good thing you’ve come across this article through which I aim to help you explore practicable and highly effective methods that will increase sales on your E-commerce store.
Hopefully, reading this has provided you with the required skillset to achieve great results, all that’s left now is for you to get started.
Surely, there are several other smart ways to boost E-commerce store sales. Are there some you’ve tried that I’ve not discussed here? Which did you find to be most effective?
It’s good to have a few trusted keyword research tools under your belt. Our teams at Content Refined are currently using two in conjunction: SECockpit by SwissMadeMarketing, and Ahrefs. We started using Ahrefs a while ago when SECockpit stopped returning results in certain fields and niches (i.e. we stopped getting results for cbd oil related keywords). Ahrefs has a ton of detail in their results, and I really like the way that they suggest alternatives.
So here are the basic steps for using Ahrefs to determine whether a keyword is competitive. For our purposes, we are looking for a few key metrics:
These are the tried and true metrics that Content Refined usually sticks to (unless there’s a unique site that needs something slightly different). We’ve talked about this before in an article about SECockpit. For that article the monthly search volume filter was set to ‘over 1000’. We’ve since found that over 500 is a valuable metric with more opportunities for a lot of sites.
For Ahrefs Keyword Research, follow these steps in this order:
I love finding new strategies and tricks for finding the best competitive keywords in any niche. For Content Refined we also go back once or twice a year and run some data analysis to see which tools are working the best. We did that last year around this time, and are currently in the process of running a new set of data analysis (I’ll be sure to share the findings for you guys).
Keep me updated about what tools and strategies you guys are currently using in the comments below!