Amazon Marketplace SEO

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Spirit Sanitizer’s Amazon Marketplace was born on 4/28/2020. Since taking up management on this project in June, I have increased visibility based on the number of Amazon orders from zero to 87 in three months. There was a lot of initial work that had to be done before working in Amazon’s Marketplace. I had to redesign their labels, take product shots, and then place them. My reasoning behind this initiative was to help build trust factors, because if your product images look poor then generally your sales will be poor.

The “Buy Box” Verses “See All Buying Options”

My campaign won the Buy Box in early August. Sources say that 80% of Amazon sales go through the Buy Box, which is something you have to earn. As you can see from the images below, without the Buy Box, the consumer isn’t able to see the product cost from the browsing page unless they click to the product page, then click “See All Buying Option”. That makes pricing information two clicks away! Whilst the Buy Box, gives the customer instant access to the product’s pricing.

  • No Pricing Info On Browsing
  • See All Buying Option
  • Two Clicks to See Pricing
  • Pricing Info On Browsing
  • The Buy Box

Updates

  • 7/17/2020: Trust factors
  • 8/2/2020: We won the coveted and all important Buy Box! Not just on the 8 oz liquid spray, but on all active products on Amazon.
  • 8/4/2020: I started an Amazon PPC campaign as a one week long test, which I intend to create following tests so that we can dial down the cheapest best performing ad for this product. If proven successful I will do the same for each active item.
  • 8/27/2020: We are looking to optimize our shipping so that we can turn a profit.

Trust Factors

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Trust is extremely important for most avenues of life, but if you are a relatively unknown business wanting to sell online in a competitive space, it should be a priority. Here are some before and after examples of my work.

Before

  • Poor Label Design
  • Poor Quality Images
  • Sterile Category Pages

After

  • Improved Label Design
  • Professional Looking Images
  • A Simple Hero Banner Goes A Long Way…

Update 7/17

We are going to put our best product (our champion) to the test with:

  1. AMZ Fake Reviews: I usually like to adhere to white hat techniques, but the way that Amazon is gamed it is too hard to become visible.
  2. AMZ Promotions: Once we are able to get some good ratings on our champ, we should do some ad testing.

Update 8/10

All categories have hero images and all product images have passable pictures. I have also created a number of landing pages for the two sales people. The BBB said that we are two months shy from getting accreditation, said she would reach out to me.

SEO For Wing Chun

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Here is an update (7/11/2020) to a project that started on February 5th of 2020, and little did I know that it would have such an interesting journey. Back in February I noticed that Lightning Hand Academy‘s impressions for “learn wing chun” was trending. In the following two sections (Learn Wing Chun Page & Wing Chun Near Me Page), I documented my changes. In the section Progress During COVID-19, I highlight my observations from the data that we have captured (3/10/2019 – 7/10/2020). The world feels drastically different today than it was 5 months ago, yet the world is still very much the same. Progress can be messy if you fight it. I think that’s a Wing Chun concept. I’ll have to ask Sifu Ray.

Learn Wing Chun Page

Google Search Console

To capitalize on this we should replace this low information page: https://wingchunpdx.com/lightning-hand-academy-of-wing-chun-kung-fu/ with this page: https://wingchunpdx.com/learn-wing-chun/

After some research it would be good to create a page with the keywords of “learn wing chun” and focus the content around:

  1. History & Lineage
  2. Benefits of Wing Chun

After creating 1029 words of content. I sent it to the client and encouraged him to personalize the information. He liked the overall tone and is getting back to me on some changes.

I also added the following page’s meta descriptions to see if we can capture more clicks:

I started analytics for LHA when I did the redesign in October 2019, so unfortunately there is not enough data to confirm if my initial redesign SEO is comparable to the old design. There is a slight consensus with the client that the new student rate has picked up.

Wing Chun Near Me Page

Progress During COVID-19

IMPROVEMENT

It is telling from the graphic above that my SEO for the two pages (“learn wing chun” & “wing chun near me”) had a positive impact despite the pandemic. Unfortunately Lightning Hand Academy can’t really make much use of the extra traffic since the social distancing closure.

The information in this section is an update on 7/11/2020. The “Before” period is from 3/10/2019 to 1/31/2020 (10 months). The “After” period is from 2/1/2020 to 7/10/2020 (5 months). From the table directly above, you can see the yellow highlight is starting to trend from the table directly below.

“learn wing chun” has been getting a lot of impressions, but not much clicks. If we created more internal & external links it would be better. Since the pandemic, it might not be as useful to further optimize in the meantime. “learn wing chun” has opened up other related keyword phrases as shown on the table below.

OTHER KEYWORD PHRASES OPENING UP
POTENTIAL

From the two tables directly above, the yellow highlights shows a potential to capture more traffic, though that is a business decision.

BEFORE
AFTER
  • wing chun classes near me
COMPARE
POTENTIAL

Jason Berlin Studio

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I started a new project to help local artist Jason Berlin with his current website. Currently he has a WordPress.com site, which is generating a lot of unsavory ads on it.

After

Before

Action List

  1. Set up WP on host service
  2. Point domain name to new site
  3. Upload Genesis Themes
  4. Set up https
  5. Set up homepage
    1. Hero Slider
  6. Install plugins
    1. Jetpack
    1. Genesis Favicon uploader
    2. Google Analytics for WordPress by MonsterInsights
    3. Post Types Order
    4. Smash Balloon Instagram Feed
    5. The Post Grid / Pro
      1. Set up Categories
    6. Disable Genesis Schema
    7. Formidable Forms
    8. Yoast SEO
  7. Had a meeting with Jason to go over the homepage, gallery pages, and the menu navigation. Taught him how to create posts.

Wing Chun PDX Redesign

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I have enabled eCommerce capabilities and a student only social platform. This test site is running off the Genesis theme. We found an area of concern about the test-site’s log on speed. I ran some tests below, and while I understand that the test sample is inadequate, feel strongly that Ray’s hosting service is slow. I have optimized the test-site on my host server.

Action List

  1. Install in Genesis Theme
  2. Design homepage
  3. Copy content
  4. WooComerce
  5. Buddypress
    1. Youzer
      1. Fix duplicate button issue
  6. Speed performance
    1. Migrate current test site on Ray’s server to my server: http://test.regroovemeditation.com
    2. Small sample load time tests
  7. Updated: http://www.testsite.wingchunpdx.com/online-documents/
  8. Updated http://test.regroovemeditation.com/ in preparation for Siteground migration
    1. Screaming Frog crawl on https://www.wingchunpdx.com/ for redirects
    2. Created Siteground account
    3. Point Domain (from Dreamhost) to Siteground
    4. Created all redirects for all 404 pages
  9. Added Social login.
  10. Helped client set up reCaptcha

Before

Test Site

Site Speed

These are the various sites for this experiment:

  1. https://www.wingchunpdx.com/
  2. http://www.testsite.wingchunpdx.com/
  3. http://test.regroovemeditation.com/

Test Results

  1. Homepage test of #1 VS 2
    1. #1:
      1. Pingdom
        1. Speed: 1.52s
        2. Performance grade: D 69%
        3. Page size: 2.0 mb
        4. Requests: 117
      2. Gtmetrix
        1. Speed: 4.4s
        2. Peformance: D 67%
        3. Page size: 2.39 mb
        4. Requests: 120
    2. #2:
      1. Pingdom
        1. Speed: 4.02s
        2. Performance grade: C72
        3. Page size: 991.9 kb
        4. Requests: 98
      2. Gtmetrix
        1. Speed: 4.4s
        2. Performance: A 93%
        3. Page size: 927 kb
        4. Requests: 96

Homepage test of #3

  1. Pingdom
    1. Speed: 1.96s
    2. Performance grade: C 74%
    3. Page size: 986.7 kb
    4. Requests: 97
  2. Gtmetrix
    1. Speed: 3.7s
    2. Peformance: B 89%
    3. Page size: 915 kb
    4. Requests: 96

The Art of JKD Redesign

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You know I had planned all of this in advance by taking pictures of this site before my whole redesign, but screen captures of my client’s WIX site are lost!

Above are images as of the site from today. He is actively changing the site to suite his evolving needs. I created a WP site and set up a subscription eCommerce platform using Woocomerce. I also set up video on demand capabilities. Your experience will not get to see these capabilities as my client has a selective clientele procedure–that and he changed his mind to option to use Vimeo on Demand instead.