Nordstrom SEO Campaign

American Luxury Retailer Nordstrom wants to conduct SEO campaign to increase their customer base in the US, Canada, the UK, and Asia. Nordstrom has a large selection of home products, cosmetics, and designer apparel and shoes. Originally established as a shoe business in Seattle, Washington in 1901, Nordstrom is currently the country’s largest retailer of high-end clothing. Leading fashion store Nordstrom, Inc. offers stylish apparel, accessories, and shoes for men, women, and children. We have dedicated ourselves to giving our customers the best service possible since 1901 and to continuously improve it.

Project Description

Company Name: Nordstrom

Goals: They want to increase their customer base in the US, Canada, the UK, and Asia using SEO. Our goals are:

• Research keywords that potential customers are searching for when looking for the products they offer.
• Optimize the website for these keywords (On-Page Optimization).
• How would backlink generation help them and how would they generate these links?
• Understand Our Competitors Backlinks Strategy.
• Additionally, we want to know what other SEO efforts we should implement to attract more customers.

Let’s create our SEO Campaign.
But Note: For now, we will Focus on Only Three Products: Footwear, Beauty Products & Watches.

SEO Campaign Components

1- Create Customer Persona

To create a customer persona we need reliable & relevant data like Customer data for Analytics tools, Surveys from clients, interviews with our employees & sales team, and more. 

We will create 3 Personas (One for Every Product)

For Footwear Products  ———————-          Name: Mona

Demographics:                       Pain Points:
Age: 25 – 30 Years                  – She stands for many hours a day either at work or at home. 
Location: UK                           – Life is very expensive in the UK so, Mona always aims to buy wisely.
Gender: Female                      – Mona likes to save a part of his salary for Future Emergencies.
Family: 4 Members
Job: Cashier                             Needs:
Status: Married                       – Mona needs a comfortable shoe to help her at work & home.
Income: 50K – 60K                  – She needs a shoe with a reasonable price.

Behaviors:
– Mona follows cooking blogs like Recipes from a Pantry & Pinch of Norm.
– Mona watches news channels TVs every night.
– She also follows YouTube fashion channels like Amelia Liana & Patricia Bright.

For Beauty Products       ———————-          Name: Alice

Demographics:                       Pain Points:
Age: 20– 25 Years                   – Alice is a young woman who likes fashion & makeup. 
Location: US                           – She spends most of the day on her laptop at work.
Gender: Female                      – She has recently used many makeup brands that affected her skin & hair.
Family: 2 Members
Job: Graphic Designer             Needs:
Status: Single                          – Alice needs good quality makeup that lasts for a long period.
Income: 60K – 80K                  – She needs natural & organic beauty products to protect her skin.

Behaviors:
– Alice follows makeup blogs like Wendy Rowe & Huda Beauty.
– She also follows YouTube makeup channels like Patricia Bright.
– Alice is very active on Instagram.

For Watches Products    ———————-          Name: Mark

Demographics:                       Pain Points:
Age: 35 – 40 Years                  – Mark is an Engineer who cares about his look & accessories. 
Location: Canada                    – He will have many occasions in the coming days.  
Gender: Male                          – He tried a lot of watch brands but none of them were good.
Family: 4 Members
Job: Engineer                           Needs:
Status: Married                       – Mark wants a good quality watch with a catchy design.
Income: 80K – 100K                – He also needs a variety of colors & designs.  

Behaviors:
– Mark follows Watch Review blogs like Hodinkee.
– He also follows YouTube fashion channels like Formex & Adrian Barker.

2- Keywords Research

After conducting Keyword Research, these are the top keywords for every product.

This is an Example for Footwear Keywords Sheet

To know more about keyword research, You can check this post How to Do a Keyword Research.

3- Blog Post Topics

Using Our Keywords we can find some trending Blog Topics. Here are some Topics we can write about:

4- Perform On-Page Optimization

We will start our SEO journey by creating high-quality content taking into consideration On-Page Factors like:

• Title Tag – Using your Primary Keywords in the blog title (Length 50 – 60 characters).
• URL – URL should be concise, descriptive & contain some main keywords.
• Meta Description – Create a Descriptive snippet with some keywords to increase CTR (Length 150 characters).
• Header Tags – Use headers wisely for optimum page navigation with useful keywords inside them.
• Keywords – Use your keywords in the content in a natural way (Keywords Density = 1-3 %).
• Internal Links – Use Internal links to guide visitors to useful information or products on your website.
• External Links – External Links will enhance user experience.
• IMG Alt Tag – IMG tag & Caption are useful for both Humans & Search Engines.
• Sitemap – Sitemap makes website navigation easy for both Humans & Crawlers.
• Robot.txt – This text file gives permission for crawlers & directories to be indexed.

Web Page Example

URL Example: www.DomainName.com/Top-wmen-shoes
< Title              Top 5 Women Shoes              Title>
< Meta Description
  Women Shoes Market has many brands like Dejavu & Pixi. It also has many styles like Sandals & High Knee. These are The Best Shoes Brands for Specific Occasion >

<h1                  Top 5 Women Shoes               h1>
< Paragraph —————Keywords———Keywords——————– Paragraph>

< h2                 Dejavu Shoes              h2>
< Paragraph —————Keywords———Images with IMG Alt Text Tag————————————
See Some Dejavu Shoes (Internal Links to our Products)  Paragraph>

< h2                 Pixi Shoes                    h2>
< Paragraph —————Keywords——— Images with IMG Alt Text Tag———————————–
See Some Pixi Shoes (Internal Links to our Products)  Paragraph>

< h2                 Nike Shoes                  h2>
< Paragraph —————Keywords——— Images with IMG Alt Text Tag———————————–
Nike Shoes on Sale (External Links to our Products)  Paragraph>

5- Perform OFF-Page Optimization

OFF-Page includes creating High-Quality Backlinks & improving the brand’s popularity online. There are many Tactics to do this. If we take our Women’s Shoes Post as an Example then our tactics will be:

• Create High-Quality content that people will love to Read & Share.
• Proactively Participate in Off-Site relations so people will know & trust you. We can answer people’s questions on websites like Quora, and Reddit. We also can leave comments on other related blogs like Footwear News and Kith News.
• Improve our brand presence on social media profiles by posting fresh, informational & entertaining content like Quizzes to generate more traffic, increase shares & improve brand visibility.
• We should utilize our offline relations. Friends & Families can easily become our best Customers.
• Generating Backlinks by Many Ways like:
  – Guest Blog Sites Like:
  www.businessoffashion.com/contact
  onlywomenstuff.com/submit-guest-post/ 
  – Directories – Like Yelp, Yellow Pages & Google Business Profile.
  – Influencers – We can ask the market influencers to give us backlinks using some incentives like Product Discounts. Some Women’s shoe influencers are Sandra Hagelstam & Ashley Spiker.
  – Blog Comment – Leaving comments with backlinks on relevant blogs like Footwear News but in a legal way.
• Fix any Broken Links we have because these Links can harm user experience. We can use the Ahrefs, Google Search Console or SEMrush Tool to detect these links.

This is a Screen for Using Ahref for detecting Broken Links

• We should Analyze our competitors linking schemes using tools like Moz, SEMrush or Ahref.

This is a Screen for using SEMrush for analyzing our competitor “Saks Fifth Avenue”.

6- Perform Technical SEO

Technical SEO includes improving website infrastructure & technical issues. Technical SEO Top Factors are:

• Security – We need to have an SSL Certificate for the website.
• Speed – We can use Google Speed Insights to find any Issues

• Responsive Design – Using code to perform well on different screen sizes.
• Detect Duplicate content – fix Duplicate Content either by Remove It, Using the Canonical Tag, or Using the Noindex Tag.
• Fix Broken Links – Using tools like Ahrefs or Screaming Frog.
• Schema Markup – We can add Schema using Google Scheme Generator or Scheme.org

If you want a Help in your project, feel free to Contact Me. I will be happy to guide you.