In the ever-evolving world of eCommerce, keeping up with the latest strategies to enhance search visibility is crucial. In a recent live webinar with our friends at ProductHero, hosted by Sem Tielemans and featuring Alex Stephens (Head of Performance at eComOne), we took a deep dive into the combination of smart SEO and PPC strategies to shed light on how businesses can dominate search results in 2025.
The Challenge and Triumph of Rimmer Bros
The episode highlights a significant case study featuring Rimmer Bros, a classic car parts retailer. Faced with the challenge of optimising 40,000 SKUs and improving their visibility on platforms like Google, Meta, and Microsoft Ads, the task was nothing short of daunting. However, with a clever strategy and a lot of hard work, we helped them boost search visibility by 25% in just three months.
Key Drivers Behind the Growth
Sem Tielemans opens the discussion by asking Alex Stephens about the key drivers behind this impressive growth. Alex, Head of Performance at eComOne, explains that a strong focus on SEO site quality audits, keyword-rich content and backlink building were central to their strategy. They utilised a proprietary “Catalyst Framework” to enhance content across category pages, which significantly improved organic rankings and visibility.
Aligning SEO and PPC Strategies
One of the critical takeaways from this session was the importance of aligning SEO and PPC efforts. Alex emphasised that having one agency managing both channels allowed for a cohesive strategy that aligned with client goals. This alignment is particularly vital as search engines become more sophisticated, and AI-driven search strategies demand human-like, long-tail question-oriented content.
Powerful Tools and Tactics
Alex shared valuable insights on practical tools and tactics:
- Optimising Product Titles: By enriching product titles with essential attributes such as car compatibility for Rimmer Bros, they stood out among competitors. Tools like Product Hero’s CSS platform played a role in achieving lower CPC and increased Ad impressions, further boosting visibility.
- Site Quality Audits: Regular audits are vital to keeping up with search engine algorithm updates and ensuring that technical aspects, like crawlability and performance, are in top shape.
- Using Third-Party Tools: Ahrefs and SEMrush were instrumental in providing keyword data for both SEO and PPC, offering insights into competitors’ bidding strategies that informed their campaigns.
Strategies for 2025 and Beyond
Looking ahead, Alex recommends focusing on tactics such as:
- Category Page Optimisation: Ensure you include comprehensive content with internal links and FAQs right on the category pages to enhance UX and rankings.
- Unique Product Descriptions: Avoid using supplier-provided descriptions. Instead, create unique content that highlights product benefits and aligns with your brand voice.
- Regular Content Updates: Keep your site content fresh and aligned with the latest SEO trends, focusing on the EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness) to build stronger brand authority.
Conclusion
The webinar concluded with a reminder of the power of integrating SEO and PPC strategies for maximum impact. Emphasising optimisation and alignment across channels can significantly improve visibility and conversion rates. Whether you’re managing an agency, overseeing eCommerce Ads, or looking to up your game, these insights provide a roadmap to mastering search results in 2025.
For those eager to delve deeper into the discussion, the recording is available for replay, offering a chance to fully absorb the strategies and insights shared. As Alex indicated, the journey of optimising search visibility is ongoing, requiring constant adaptation and refinement in strategy.
By focusing on these principles, businesses can position themselves for success in the competitive landscape of eCommerce.
You can watch the full webinar here.
