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A Case Study - Automotive Parts Ecommerce Store
INTRODUCTION
This analysis only looks at Google, because:
- Its generally the hardest engine to optimize for
- Because the other engines have not updated their index since doing the analysis.
After launching this store 1 month ago, Google has so far, only
indexed approximately 25% of the site.
KEYWORD DIFFICULTY: Moderately competitive
It is important to count how competitive the industry is in looking at search engine
rankings. Understandably, some of these phrases are not very competitive, because
they are very product specific. I rated this particular site as being moderately competitive.
METHODOLOGIES:
We discarded the outliers, which constitutes extremely narrow, or long phrases;
such as "spark plugs," or phrases much too lengthy). I picked a random sample
of 10 products/categories on the store and searched for them in the search engines.
SETUP
I simply imported my products list, and that's about it. I only got 1
inbound link pointed to that store, from our company homepage. This
is very notable since inbound links are the prime factor in Google's
ranking algorithm.
CRITICAL FACTORS WHICH COULD BE ALTERED FOR PERFORMANCE
- The meta description and keyword tags are empty.
- The titles are not as optimized as they could be.
- It was on a sub-domain of our main site, but the subdomain and main site is completely unrelated to
automotive.
- The design was minimalist, and primarily table driven. The minimalist
factor should help, but the tables reduce effectiveness.
- I should continue to get many inbound links to improve rankings.
RANKING RESULTS (On Google)
All rankings with top ten placements are in bold.
| KEYWORD PHRASE | GOOGLE RANKING | TOTAL SEARCH RESULTS |
| Throttle Body Adapters | #10 | 421,000 |
| Carbureted Manifold | #1 | 48,000 |
| Throttle Body Adapters, Carbureted Manifold | #1 | 51,800 |
| Spark Plug Wire, Bulk Wire | #15 | 953,000 |
| Gauge Mounting Panels | #15 | 1,200,000 |
| Electric Drive Kits | #16 | 1,600,000 |
| Shifter Mounting Brackets, Automatic Transmission | #2 | 335,000 |
| Shifter Mounting Brackets | #5 | 1,000,000 |
| Fuel Pump Kits | #90 | 1,300,000 |
| Holley High-Flow EFI Throttle Bodies | #9 | 1,500 |
TRAFFIC RESULTS
Ultimately traffic, converted into sales is what counts in search engine optimization.
Using Google Analytics, this weeks reports show a total traffic of:
478 unique visitors
This is unique visitors, not total hits. Over 1 month, this would amount to around
2,000 targeted visitors.
ROI
Assuming an average conversion rate of 2% (that is to say, of every 100 people that visit
my site, 2 of them will actually buy something), and an average order size of $300, that
would equal a total of $12,000 in sales. Remember that this site has barely started, and
is far from being fully optimized.
CONCLUSION
With some work, and additional optimization (e.g. use heading tags), this
site will easily get top rankings. Rankings should improve over time
significantly as more pages get indexed, and the time factor plays into the equation.
With only one search engine having indexed only a portion of the site, I also expect
the traffic to increase between 500% and 1500% (based on other website statistics),
for a total monthly volume of: 10,000 to 30,000 visitors per month. At this projected
rate, sales using the lower estimates, would be:
$60,000 per month, or $720,000 annually
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