Time to read: 6 minutes
When we launched our free website evaluation series for newsletter subscribers, our first video assessment featured EasyDigging.com, and in it, our CEO walks through a real, unscripted look at what the site is doing well and where there’s room to grow from both an SEO and conversion standpoint.
Whether or not you’re in the same industry as Easy Digging, the recommendations we cover apply to countless ecommerce and product-based businesses. Watch the full video above, then keep reading for a breakdown of the key takeaways.
What Their Site Is Doing Well
It’s easy to focus only on what needs to improve, but a good assessment starts by acknowledging what’s already working. For EasyDigging, we noticed a few things worth calling out:
1. Clear Product Categorization
The site does a good job organizing products into logical categories, which helps both users and search engine crawlers understand the site’s structure. A clear hierarchy: homepage → category pages → product pages. This is foundational to an ecommerce SEO strategy.
2. Keyword-Relevant Domain Name
Having a domain that directly reflects what the business sells is an underrated asset. “EasyDigging” signals relevance to both users and search engines right out of the gate.
3. Existing Content Foundation
The site has made an effort to include descriptive text on some of its pages, which is more than many small ecommerce sites do. That’s a solid starting point to build on.
Opportunities to Improve: Product Pages
Product pages are the heart of any online store; they are where buying decisions happen. Here’s what we’d recommend for EasyDigging:
Go Deeper with Product Descriptions
Thin product descriptions are one of the most common missed opportunities in SEO. A two-sentence description might look fine to a shopper already ready to buy, but it won’t rank for the kinds of long-tail searches people use when they’re still researching (“best hand digger for clay soil,” “how to choose a post hole digger,” etc.).
What to do instead: Aim for product descriptions that:
- Explain what the product is for less familiar shoppers
- Describe who it’s best for and in what situations
- Include relevant specifications in a readable format (not just a raw spec table)
- Naturally incorporate keyword variations that match how people search
Add Customer Q&A or FAQ Sections to Product Pages
Adding a “Frequently Asked Questions” section directly on product pages serves double duty: it answers objections that might prevent someone from buying, and it gives the page more topical content to rank for. Questions like “How deep can this auger dig?” or “Is this compatible with a standard drill?” are exactly what shoppers are Googling before they purchase.
Improve Image Alt Text
Product images should always have descriptive alt text, not just for accessibility, but because Google Images is a real source of store traffic. Instead of a bunch of numbers, alt text should describe the product specifically: “heavy-duty post hole digger with fiberglass handle.”
Strengthen Page Title Tags and Meta Descriptions
If your title tags just say the product name and nothing else, you’re leaving clicks on the table. A title like “6-Inch Hand Auger | Manual Digging Tool for Gardening & Fencing | EasyDigging“ gives both the product and the use case, which can improve click-through rates from search results.
Opportunities to Improve: Blog and Content Strategy
A blog is one of the most powerful long-term tools for organic traffic, but only if the content is built around real user intent. Here’s how EasyDigging could get more out of its content:
Target “How-To” and Educational Queries
People who are looking for digging tools are often searching for answers to specific problems, not just product names. Content ideas that would drive qualified traffic include:
- “How to Dig a Post Hole by Hand (Step-by-Step Guide)”
- “The Difference Between a Post Hole Digger and an Auger”
- “Best Tools for Digging in Rocky Soil”
- “How to Plant a Tree: The Right Tools and Techniques”
Each of these targets a real question someone is likely to Google before, or instead of, searching for a product. If EasyDigging’s blog answers those questions and links to relevant products, they create a natural pipeline from information-seeker to buyer.
Build Out Comparison Content
Comparison articles (“Product A vs. Product B”) are high-intent pieces that attract shoppers who are close to making a decision. They’re also relatively easy to write because the structure is built in. For EasyDigging, this could look like:
- “Hand Auger vs. Power Auger: Which Is Right for Your Project?”
- “Clamshell vs. Single-Handle Post Hole Digger: Pros and Cons”
Create Seasonal and Project-Based Content
Think about when people need digging tools and what they’re trying to accomplish. Seasonal content like “Spring Gardening Prep: 5 Tools You’ll Need” or project-based content like “How to Install a Fence: A Complete Guide” positions EasyDigging as a helpful resource instead of just a store.
Don’t Neglect Internal Linking
As the blog grows, it’s important to link relevant posts to product pages (and vice versa). Internal links pass authority through the site and help guide visitors toward conversion. Every blog post about a digging task should link to the tools that make that task easier.
Key CRO Takeaways
Beyond SEO, there are a few conversion rate optimization principles worth keeping in mind for any product site:
- Trust signals matter: Customer reviews, verified purchase badges, and clear return policies reduce purchase hesitation.
- Calls-to-action should be obvious: “Add to Cart” buttons should be visually prominent and appear above the fold on product pages.
- Site speed affects conversions: Slow-loading pages lead to abandoned sessions. Run a Core Web Vitals check and address any red flags.
- Mobile experience is non-negotiable: A large share of ecommerce traffic comes from phones. Test the checkout process on mobile regularly.
Want Your Website Evaluated?
Curious how your ecommerce store would be graded? Our ecommerce SEO experts would love to take a look at your site. If you’re curious what an outside expert eye would catch, fill out our free assessment form.
