We love eCommerce clients, especially if their products are a little interesting, or niche. We like working on niche product propositions for a number of reasons, firstly we get to learn loads of new stuff (every day is a school day here at SearchUp Towers) and secondly we, through doing some clever stuff, can get our client’s to dominate their niche.

Well, we say clever stuff, it’s actually a quite simple process. So, if you have a product, operate in a niche and want to sell more products online, keep reading.

Firstly, we consider the intended audience. We tend to spend quite a lot of time profiling and creating personas for our customers (we have discussed this before here). And, once we have defined our audience we then set to work creating a strategy. Let’s assume, for the sake of this piece, that our client already knows they want to improve their organic SERPS, as PPC in their niche is way over their budget.

We need to understand where our client is now and where we think we can take them. We can do this by looking at Google Analytics and some proprietary SEO software we license. We can then tell our potential client, based on some solid science, what they really want to know — How much money can I make?

Firstly, we find it’s important for a client to understand what would happen if they did nothing. Secondly, we look at how things would change if we focus on improving existing keywords. This can often have a considerable impact on a clients bottom line .

Then we look at new keyword growth, and this is where things can start to get exciting. At this point, we generally need to delve quite deeply into a client’s competitors, new products and emerging trends. Finally, we look at the size of the prize if we add existing and new growth together.

By following this process, with correctly tracking eCommerce analytics, we can generally answer the million dollar question — how much money can I make? Because we put some science behind this question we can often take a lot of the guesswork out of this. This is often as important for us, as it is for our clients.