E-commerce retail SEO in automotive
Andy Newhall
RealTruck
- Part 1Auto aftermarket SEO and content marketing
- Part 2 E-commerce retail SEO in automotive
Show Notes
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03:18Refinement in eCommerce at RealTruckRealTruck uses a fitment wizard to gather vehicle details, which impacts the site's URL and provides a clean structure for search engines to follow. They also refine category pages based on consumer behavior and search data, ensuring that browsing paths align with user intent.
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09:25Indexing product attributes to meet search volumeRealTruck employs strategic keyword research to index product attributes effectively, rather than indexing all possible combinations. They collaborate with development and UX teams to prioritize combinations that meet actual search volume.
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14:00Dealing with competition in the tire eCommerce spaceWhile tires are a top-selling category for RealTruck, theres room for improvement to compete with players like Tire Rack. However, tires and wheels offer unique opportunities to combine packaged products and cater to diverse needs, differing from typical tire shoppers on Tire Rack.
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16:39eCommerce SEO prioritization at RealTruckReal Truck prioritizes SEO based on top-selling categories and the limitations of the web platform. Theyve adopted a product-led SEO approach, focusing on creating new user experiences to differentiate from competitors, rather than getting caught up in small SEO tasks.
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19:16How to transition into enterprise level eCommerce SEOIts crucial to establish a seat at the decision-making table and effectively communicate technical concepts in plain language to higher-ups. Align your projects with broader business objectives and demonstrate tangible ROI to secure resources and budget for future endeavors.
Quotes
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"We prioritize SEO efforts that drive throughput, instead of getting caught up in day-to-day tasks that may not have a big impact compared to creating a new user experience that sets your website apart from the competition." - Andy Newhall
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"Establishing your seat at the table is crucial in SEO. Often, SEO lacks representation at the decision-making level, so effective communication is key."
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"Communicating technical SEO concepts in plain language to higher-up teams is essential for alignment and understanding." - Andy Newhall
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"Its crucial to tie SEO projects to business objectives and demonstrate their impact on the company's overall success." - Andy Newhall
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"Successfully managing budgets and resources is a key aspect of SEO. Demonstrating the payoff of investments is crucial for securing continued success." - Andy Newhall
- Part 1Auto aftermarket SEO and content marketing
- Part 2 E-commerce retail SEO in automotive
Up Next:
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Part 1Auto aftermarket SEO and content marketing
Andy Newhall, Director of Organic Growth and SEO at Real Truck, delves into SEO and content marketing for the automotive industry. Unlike traditional automotive retail, which centers around original equipment manufacturers (OEMs), the aftermarket involves companies providing upgrades and modifications for vehicles after purchase. For companies like RealTruck, this distinction adds complexity to SEO and content strategies. Today, Andy discusses auto aftermarket SEO and content marketing.
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Part 2E-commerce retail SEO in automotive
Andy Newhall, Director of Organic Growth and SEO at Real Truck, delves into SEO and content marketing for the automotive industry. The digital auto market is highly competitive, as retailers compete for market share and customer loyalty. Success demands a sophisticated approach to SEO, considering the intricacies of vehicle fitment and the nuances of navigation and categorization. Today, Andy discusses eCommerce retail SEO in the auto industry.
