If you’ve been following us for long, you’ve probably seen us share the following quote. "If you don't exist on the Internet, you might as well not exist at all." Can we take a second to add to this and say “If you don’t exist WELL on the internet, you might as well not exist at all.”
An online presence takes, above all, time, reflection, and careful planning. But obviously, simply having a website with your business name on it isn’t enough. However, as much as businesses are well intentioned about maintaining their online presence, it can feel so overwhelming at times. For this reason, businesses partner with people like us. Our passion is in helping the process by designing their sites and handling their digital marketing. We were especially excited that one of our clients, The Rabbit Hole Theater, partnered with us. We enjoy assisting with their website and and also their SEO needs.
Why is SEO Important?
Firstly, as we’ve discussed in previous posts, website SEO (search engine optimization) is a critical part of your digital marketing strategy. This is regardless of what your businesses is all about. For any business, maintaining an online presence and also being intentional about ranking is an important step in building brand awareness. Ultimately, your online ranking as a business has a direct impact on your growth and profits. Put simply, SEO is not something you want to put on the back burner! SEO includes things like keyword research, making sure your website loads quickly, posting consistently, and more. With all of this in mind, we recently implemented SEO on the website for The Rabbit Hole Theater. Below, we will cover a few of the things we utilized to enhance SEO for their business while keeping in mind their fun and unique brand.
Designing Ecommerce for Website SEO
For The Rabbit Hole Theater website, we knew it was important to choose the right e-commerce platform. As a result, we chose Woocommerce instead of another platform for the experience of our client and their customers. Woocommerce is available through a free plug-in on WordPress, unlike other platforms. The Rabbit Hole Theater needed their page ready to display their Birthday Party Kits, Theater Camps, and additional products. With Woocommerce, we could also have a homepage, blog, etc., along with their products.
The design of Woocommerce allows all of these things to be integrated seamlessly into one, which worked well with The Rabbit Hole Theater’s mission. Rabbit Hole Theater is a unique and whimsical brand, and the flexibility of Woocommerce and Elementor gave us the freedom to express that all at once within the website. Along with Woocommerce, we also use Yoast for quality assurance whenever we work with a client. This helps us ensure that their website and content will be highly ranked when searched on the web.
Integrating Google Merchant
In addition to Woocommerce, we also integrated Google Merchant to assist with website SEO. Simply put, Google Merchant is an online dashboard that allows businesses to “…upload and maintain product information…”. This allows that updated information to show up in Google Shopping searches. There are many benefits to using Google Merchant. We wanted to utilize that with The Rabbit Hole Theater products. When people search for products, we want it to be as available and seamless as possible so they have a good overall experience.
Influential Keyword Research
Ecommerce is an excellent tool in helping with SEO; however, keywords are essential to building a solid SEO foundation. We intentionally and strategically research keywords for our clients. This is so we can ensure they are highly ranked and searchable on the web. For The Rabbit Hole Theater, we spent time evaluating and strategizing product kit names so that they are most likely to be found through a simple web search. It is crucial to use keywords that also have a high monthly search volume.
Yet, finding the balance in a keyword or phrase’s MSV (monthly search volume) and ranking difficulty is vital to improve ranking and website traffic. For instance- Do people need answers to a specific question? Do they want a particular product or service? The more you research and understand the keywords your audience is searching for, the more you will, in turn, understand your audience. Once we create a list of keywords that apply to our client’s needs, we use them throughout their content. This includes website copy, blogs, social media posts, emails, etc. One of our top priorities is lead generation, and to do so, we want to put The Rabbit Hole Theater in front of the people who will be most interested. Keywords help us do that.
The Use of Backlinking to Improve Website SEO
Finally, just as strategic keywords are necessary to improve your SEO, strategic backlinks help build your SEO as an authoritative source on Google. A backlink is a link from one website to another. This is undeniably one of the most vital things you can gain for your site. Backlinks are a “vote of confidence,” which shows that your site is a valuable resource, ultimately driving more traffic to your site. Knowing this, we have been diligently working to gain backlinks for The Rabbit Hole Theater.
This process includes identifying sites, networking, and providing content other sites may be interested in linking. It’s important to note, however, that quality is more significant than quantity. Gaining one highly-ranked backlink carries much more weight than gaining many random, lower-ranked backlinks. As a result of gaining these backlinks, the authority of the website grows. While we were revamping their website, it was important for us to follow up with any websites linked to the old website and update to ensure the backlinks were still adding value to the new Rabbit Hole Theater website.
Our favorite part of the process is seeing our work enable our clients to pursue their dreams in their businesses. Working with The Rabbit Hole Theater has been and continues to be a fun and exciting project. We don’t take their partnership for granted! We have enjoyed seeing The Rabbit Hole Theater’s SEO excel since utilizing eCommerce, integrating Google Merchant, doing intentional keyword research, and gaining backlinks.