INTERNATIONAL SEO STRATEGY | MULTI-DOMAIN SHOPIFY WEBSITE LAUNCH
After a few months of working with Sea to Summit’s US team to overhaul and optimize the website architecture and navigation for the brand’s North America website, we were invited to provide strategic SEO direction for the ecommerce brand’s international expansion. This would involve four domains serving a multitude of regions, with websites owned and managed by the brand, the brand’s parent company–STS Distributed Brands–as well as 3rd party distribution partners.
The Challenge: International Domains + SEO Strategy
The collective businesses had a mix of Top Level Domains (TLDs) and County Code Top Level Domains (ccTLDs) and needed careful direction on how to properly structure an international digital presence and ecommerce experiences. Teams from various regions, distribution partners, and vendors were looped into business- and SEO- critical discussions and decision-making.
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SEO STRATEGY | SHOPIFY SEO | SITE ARCHITECTURE OVERHAUL
Sea to Summit is a global adventure lifestyle brand in the outdoor industry, inventing gear that enables freedom and self-reliance in any environment.
As a referral from a different client (our most common source of new business), Sea to Summit partnered with Schleicher Marketing to support the brand’s US team with SEO strategy on the Shopify+ ecommerce website serving the North American market: www.seatosummitusa.com. We’ll share about the international domain and global website migration to www.seatosummit.com in Project Phase 2 next. Our key contact was quite experienced with SEO, so the efficiencies and results were swift!
The Challenge: Site Architecture + Navigation Overhaul
One of the first things our team identified was the need to improve the site’s architecture to better serve Sea to Summit’s key audiences and support the SEO strategy.
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We’ve learned a lot in these last 5 years of doing business, often with lessons learned the hard way. Entrepreneurship is hard. Then add being young (26) and naive about all the nitty gritty behind-the-scenes details that go into running a successful business. Then add on starting a family and choosing to be a working mom and entrepreneur. We’ve faced challenges and successes, learned lots of new things about business and ourselves, and confirmed a number of assumptions we’ve had along the way.
For anyone who read my “Advice to Young Entrepreneurs” back in 2015 (just a few months after Schleicher Marketing’s official launch), my hope is that this piece will act as a follow-up. I hope to share about the good that’s come over the last 5 years, but also the hard stuff. The mistakes we made and the sometimes-hard-lessons learned. So here we go…
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Specialization? I’m a technical SEO, but I’m also a writer, a storyteller, a wannabe designer/UX specialist, a social media strategist, a brand builder, a PR person, and a people-focused entrepreneur (among other things). What that means, really, is that I’m very opinionated in a lot of those areas. My opinions are based on over a decade of experience in those areas, so I’d like to say they’re educated opinions. A sort of jack of all trades, at least in the marketing world.
This also means that there’s a lack of focus, which might translate to both not being truly great at anything and — even if the greatness is there — not being known for that one thing that you’re the best at.
Twenty-eighteen, however, was a year of self-realization.
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Schleicher Marketing co-founder Sheena Schleicher was recently invited to speak about about our "Brand-first, People-focused" approach to SEO at the inaugural SeerFest 2018 SEO Conference in San Diego. The event was Sponsored by Google, with 99% of all proceeds going towards a San Diego-based non-profit.
Download the full presentation deck here!
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After years of attending various marketing conferences, I decided to invite one of my long-time clients along with me. It ended up being so incredibly valuable to our work relationship that when the next conference came along, I invited another client. And then one I was still in conversations with. Each facilitated such pivotal moments with partners that now I can’t really see myself attending a conference without a client – and I’d like to share why these invitations were so well-received and so powerful to client/consultant relationships.
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Yesterday I shared a blog post I wrote about a trend I noticed at a tech conference last week - and something happened that completely took me by surprise. While my write-up in no way 'went viral' by today's standards, it did connect with people of all ages and genders from around the world - 68 unique countries, to be exact! What's more is that these people didn't just visit the page, but they engaged and responded in a way I never expected. Site traffic increased by over 800% and I received nearly 320 private messages, comments, and shares (combined, across various platforms) - and engagement with this particular article is still growing.
What I'd like to do is dig into the How and Why this article gained so much traction. I'll share some of the responses I received throughout the day yesterday (keeping the sender names anonymous), then share with you some of the ways you or your brand can get the same (or greater) engagement.
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Meeting new people at industry conferences is something I've always enjoyed. I love hearing about the projects they’re involved with, what brought them to the conference, what they’re hoping to take-away from it, and what their short and long-term goals are. And I share the same type of insight from my life.
Last week I attended my very first MozCon (which was absolutely incredible!); and as I connected with all my new friends across Twitter, LinkedIn, etc. and recalled the meet and greet I had with each of them, I noticed a trend with many of the women, especially under the age of 30, in what they shared with me. Are you ready for it?
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