Earlier I was talking with a subscriber about SEO.
We were trying to figure out what approaches would make the most sense for a site that is converting very well (10%+) but isn't getting enough traffic.
Keyword tools were sharpened.
Googles were consulted.
Backlinks were reported.
We found a few things that could help but all of them would take months of effort and toil.
And that's fine. SEO can be hard work and you have to look months ahead to make sure you're not just jumping to a fad.
But then the question came up,
Will this matter at all? How much?
We took another look at where the current traffic was coming from and decided to abandon the SEO plan for now.
Organic traffic for the site was only 28% of the total traffic. A single marketplace was 56% of the traffic.
Even if we could double the organic traffic's influence it would still only equal that marketplace.
That's why we decided to abandon SEO and focus on improving the traffic coming from the market place.
Before you embark on a new strategy or dig too deep into a tactic, it's important to see if it really matters. Otherwise you might be wasting your time and money on something that won't pay off.
You know what will pay off? If you don't have rich snippets on your store and appearing in Google already, you're missing out on some easy traffic and conversion optimizations.
With JSON-LD for SEO you can have your structured data setup and exported in only a few minutes. Then you can get back to work while you wait for Google to add your rich snippets.