Most online stores sell more of specific goods within a category based on the season of the year.
For example, more wool underwear is sold in winter than in summer.
High seasons of specific categories may be essential for reaching turnover and margins for the year.
Here there is a huge potential for improvement in Norwegian online shops to be proactive about these very high seasons.
Studies show that: organic search accounts for around 53% of all traffic to a websiteAnd companies like to see a good conversion rate from here.
What if 3-8 months before the high season of searching for a category, you make sure you have higher organic visibility and take these sales within the current category in front of your competitors?
To make it concrete towards a company:
- What if Sportsman 3-8 months before high season sales of wool underwear can increase visibility, traffic and sales by X%
We are now going to give a step by step guide how your market department can do this to be proactive towards the high season of search in search engines.
It will be used here sportsman.no for example.
Double organic traffic in 6 months
Before we move on, we'll refer to an example from a previous customer that this is actually possible.
When INEVO worked with a medical service, we wanted to make sure we were visible in the high season around a search for a disease and arrange for a online medical consultation.
So what was done?
All diseases in today's communities are publicly located on Health Norway. We picked up all of these and analysed the historical search volume month to month in the last 2 years. In this way we could see the search volume of the disease from month to month in different years. Then we made sure that we have the best content around this to ensure the most traffic and medical consultations in the period where most people applied for this.
The result: This was a contributor to double organic traffic in 6 months.
You can read more about the case here.
This is how Sportsman can ensure organic visibility into the high season
Sportmann.no is one of Norway's largest and oldest online stores in clothing, fashion, shoes and training clothes. In this example we will consider a category within the winter season where we see there is the potential to ensure that there is increased visibility, traffic and sales. INEVO is not working with Sportmann today.
Winter coming = Ullunderø-segong
It goes towards winter, which means that there is also a high-segment for wool. So the first thing that you could do is figure out:
- "How am I on the ground when it comes to goods around this category?"
The answer is that they rank well around keywords like “super underwear”. But after using the Séhrush tool Keywords Gap (which shows which keywords competitors do well on, which is not the Sportman's cover), we find a potential major source of traffic and income.
Around the search terms and variants of “wool underwear” Sportmann does not rank despite high search volumes and good rankings among some competitors.
The next step will then be to find out when there is most search around this category.
Find historical search volume
Paste all search terms you want to find in Google Keyword Planner under “Get search volume and forecasts” (in our case we used “wool underwear”, “wool underwear men”, “wool underwear lady” and “wool underwear children”).
Then choose the date as far back as possible (in this case, 4 years of data). Find the top right button and select “Plan Historical Metrics” and Google Sheets (see picture below).
You've now been created a Google Sheets. Clear the sheet so that you only have the “Keyword” column and the search volume from the various months. Make sure all the numbers have formatted “Numbers”. Then create a filter: Data > Create Filter.
Select all numbers and go to Format -> Conditional Formatting. Then select the settings as shown in the image below. You can now see the search volumes in the given search terms and in advance of the high season of these searches, make sure to be visible. And then we're going to give the recipe how.
Plan and produce quality content to ensure traffic
Now that Sportmann has revealed search terms that can give a lot of traffic and high-intensity of purchase, it is of course necessary to ensure that quality content is produced that allows organic ranking.
Here are the categories pages that should be considered, as these are usually the ones that are involved in making the most of organic searches. By focusing on content that covers both main catgories and subcategories, we can in this case ensure ranking of selected search terms.
- Main article (pillar page): This is the overall category page with all products around wool underwear.
- Sub-items (cluster page): These are more pointed categories than the main article, which in this case focuses on products for men, women and children. Here you can expand much more with, for example, different brands.
As mentioned earlier, Sportmann already ranked well in the category “super underwear”. We can look at this category that there are also several products that can fall under the category “Wolf Underwear”. If they also have a wider range of products they can add here, it is beneficial as Google wants to give consumers a good selection that meets their needs.
Design categories pages that rank in search engines
Although we have now revealed a possibility for increased traffic on relevant keywords, we still need to ensure that the category pages are given the opportunity to rank over competitors. In INEVO we have learned that there are two things that are crucial to rank:
- Contents
- Backlinks
In summary, it is about having in place the following:
- Technical SEO-audit
- Get questions and answer them around search terms
- Add unique content to category pages
- Reach backlinks to categories pages when posting guest entries
In this article we will show you step by step how to work with category pages - This way helped to increase the turnover of a customer by $22 million!
Indexes, follow developments and optimize regularly
Now that the categories pages are created, the content is produced and the pages are placed live in the Sportmann online shop, the job that is in the after.
- Make sure Google indexes the page: In order to make sportsman faster through his changes to Google search engines, they should ensure that the pages are included in Sitemap. They then ask for new pages to be indexed.
- Track evolution: In SEMrush, you can create a project where you add the search terms that are focused on (in this case, the keywords around “wool underwear”). Here the development of the position can be included. In addition, Google Search Console can be included under “Performance” and filter on search terms containing “Wolf Underwear”.
- Backlinks: Make sure that you actively work to ensure back links to the category pages in order to obtain authority. This may be to work with suppliers’ guest mail, for example, so that they can link back to the contents.
- Develop content: Make sure that the content of the category pages is developed and improved based on the insight given in tools such as Sécrush's Keywords tool (for example, questions about "journey underwear") and the insight given in Google Search Console (segment Sportman suddenly on search terms on which new category pages can be created? - for example, “wool undergarments for babies”).
So much can be done for Sportsman.
Finally, the question will be: What turnover can this give for Sportsman?
We assume that the super-sub-category has similar prices to that of wool-sub-cloth we can make a rough estimation. We average the price of all products that are under the super-subwear of men, women and children, and we get a price of 494,-So let's say that this is the same thing as that.
Then we look at the average monthly search volume within the search terms “wool underwear”, “wool underwear men”, “wool underwear lady” and “wool underwear children” in the last 4 years (taken from Google Sheet we picked up earlier). This is on 29 895So let's say that this is the same thing as that.
Finally, we expect an average order in Google of 2. Space for the given keywords. This has an average CTR (Click Through Rate) on 18.4% according to reports from 2024.
We estimate a conversion rate of 2% based on benchmarks for this industry.
The following is then the calculation:
- Average price per product: 494 NOK
- Monthly search volume: 29 895
- CTR for 2. place in Google: 18.4%29 895 × 0.184 = 5500,28
- Conversion Rate: 2%5 500,28 x 0,02 = 110,01
- Monthly turnover:110,01 x 494 = 54 346,72 NOK
So with a very rough estimate, we can figure out that sportsman.no can get an average. extra monthly turnover of 54 346 from organic searches on only the given categories throughout the year.
Conclusion - Just a drop in the sea for Sportmann and other online stores
Creating 2-3 categories and providing traffic from stakeholders not necessarily taken in the past may not cause the placing on the market to fire on the roof. But think about this on a large scale and that you provide high rankings for all categories in the range - and especially in advance of high seasons!
It will not be just organic traffic and sales that can go to new heights. The relevance of traffic sportsman and other actors can send paid searches (Google Ads) to be much better, which can in turn make more of each of the invested centronaries. In addition, visitors will experience a much better relevance of what they come into after a search has been made - whether it is through organic or paid.
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