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# Rebuilding Topical Authority After Google Core Updates: A 90-Day Plan for Ecommerce Brands
Rebuild Your Online Presence in 90 Days
After a Google Core update, your entire ecommerce business can be shaken. To regain lost traction and rebuild topical authority, you’ll need a strategic plan that takes time and effort. Don’t worry; this article is designed to help you just that – with a proven 90-day template pack, packed with actionable tips and step-by-step instructions for ecommerce brands looking to navigate the ever-changing landscape of search engine optimization (SEO).
You’ll learn how to:
* Assess your current online authority
* Analyze changes in Google’s algorithm
* Develop a new content strategy
* Improve internal linking structures
* Leverage backlink building opportunities
By following this comprehensive plan, you can recover from the impact of Google Core updates and establish a solid foundation for long-term success in the competitive ecommerce space.
Advanced Strategy Part 1: Rebuilding Topical Authority through Ecommerce Content Refresh
After a Google core update, ecommerce brands face the challenge of rebuilding their topical authority from scratch. To achieve this in 90 days, it’s essential to develop an advanced strategy that incorporates content refresh, audit, and optimization techniques.
1. Conduct a Comprehensive Ecommerce Content Audit
Begin by conducting a thorough analysis of your website’s content, focusing on pages that were most heavily impacted by the core update. Use tools like Google Search Console, SEMrush, or Ahrefs to identify areas of strength and weakness, including:
* Technical SEO issues
* Slow loading speeds
* High bounce rates
* Low engagement metrics
2. Refresh Product Descriptions and Images
Outdated product descriptions and images can negatively impact your website’s credibility and user experience. Spend a minimum of 10% of your overall content budget on:
* **Rewriting product descriptions** to include relevant keywords, meta tags, and high-quality alt text for images
* **Updating image files** with compressed formats (e.g., PNG, JPEG) and optimizing file sizes to reduce loading times
3. Optimize Internal Linking and Navigation
Poor internal linking can lead to decreased user engagement and poor SEO performance. Focus on:
* **Improving site-wide navigation** by organizing content into clear categories
* **Adding descriptive anchor text** to links pointing to relevant product pages, collections, or blog articles
* **Creating a site map** to help search engines understand your website’s structure
4. Enhance Product Pages with Ecommerce-Specific Content
To increase topical authority and attract long-tail traffic, focus on creating high-quality content for product-specific topics, such as:
* In-depth product reviews
* Technical specifications
* How-to guides and tutorials
* User-generated content and social proof
Advanced Strategy Part 2
Now that you have completed the foundational tasks outlined in Section 1, it’s time to dive deeper into advanced strategies to rebuild topical authority after Google Core Updates. In this section, we’ll focus on refining your content strategy, leveraging technical SEO, and implementing a structured backlink profile.
Refine Your Content Strategy
To maintain relevance and authority, it’s essential to continuously create high-quality, relevant content that addresses the evolving needs of your target audience. Here are some actionable steps to refine your content strategy:
* **Conduct a thorough keyword research**: Update your existing keyword list and explore new keywords using tools like Ahrefs, SEMrush, or Moz.
* **Update and expand content**: Review your existing content and update it to incorporate the latest keywords, topics, and formats (e.g., long-form content, videos, podcasts).
* **Create content clusters**: Group related content around a central theme to improve relevance, authority, and user experience.
Leverage Technical SEO
Technical SEO is crucial for maintaining website health and crawlability. Implement these advanced technical SEO strategies to ensure your site remains competitive: See Recovering from Traffic Drops A for a related tactic.
* **Update canonicalization rules**: Review your site’s canonical tags to ensure they accurately reflect the most relevant version of each page.
* **Optimize schema markup**: Add schema markup to your product pages, reviews, and events to improve search engine understanding and user experience.
* **Implement a 301 redirect policy**: Regularly review your website’s internal linking structure to ensure smooth redirects in case of URL changes or deleted content.
Structured Backlink Profile
A well-structured backlink profile is essential for maintaining topical authority. Here are some advanced strategies to improve your backlink profile:
* **Reach out to relevant guest bloggers**: Identify authoritative sites in your niche and request guest blog opportunities that link back to your brand.
* **Participate in resource pages**: Create a list of high-quality resources related to your industry and include links to relevant articles on your site.
* **Leverage broken link building**: Find broken links on other websites and offer to replace them with a working link to a similar article on your site.
Monitor Progress and Adjust
Regularly monitor your website’s crawlability, indexing, and backlink profile using tools like Google Search Console, Ahrefs, or SEMrush. Adjust your strategy as needed to ensure continuous improvement in topical authority.
By implementing these advanced strategies, you’ll be well on your way to rebuilding topical authority after Google Core Updates and establishing your ecommerce brand as a leader in the industry.
Advanced Strategy Part 3: Refocusing Content On High-Traffic Keywords
After the Google core update, it’s essential to reassess your content strategy and prioritize high-traffic keywords that have remained relevant despite the changes. Identify key phrases with stable or increasing search volume and create new content around them.
Here are three actionable steps to help you refocus your content on high-traffic keywords:
Step 1: Analyze Keyword Clustering
Use tools like Google Keyword Planner, Ahrefs, or SEMrush to analyze keyword clustering and identify opportunities for topical authority. Look for keywords with stable or increasing search volume, relevant competition, and sufficient keyword intent.
For example, if your ecommerce brand sells outdoor gear, you can focus on high-traffic keywords related to camping equipment, such as “best tent for family camping” or “portable camping stove reviews”. Analyze the cluster of related keywords to identify gaps in your content strategy.
Step 2: Create Long-Tail Content Variations
Create new content variations targeting specific long-tail keywords with lower competition. This approach helps distribute link equity more efficiently and improves your brand’s topical authority. For instance, instead of targeting a generic keyword like “outdoor gear”, create content around specific sub-niches like “hiking backpacks for women” or “waterproof camping shoes”.
Step 3: Revamp Existing Content with New Keywords
Identify existing blog posts, product descriptions, and other content pieces that still have relevance but lack optimal keyword targeting. Update the content to include high-traffic keywords naturally, while maintaining readability and SEO best practices. Use tools like Ahrefs or SEMrush to identify gaps in your content’s keyword profile.
By following these steps, you’ll be able to refocus your content on high-traffic keywords and rebuild topical authority for your ecommerce brand within 90 days.
Advanced Strategy Part 4: Technical SEO Optimization
After the core update, it’s crucial to focus on technical SEO optimization to ensure your ecommerce website remains crawlable, indexable, and authoritative. This section will cover advanced strategies to improve your website’s technical performance.
1. Site Speed and Performance
Google Core updates prioritize site speed and performance. Ensure your website meets the recommended guidelines by:
* Conducting a thorough audit using tools like Google Search Console, Google PageSpeed Insights, and GTmetrix
* Implementing AMP (Accelerated Mobile Pages) for fast mobile loading times
* Enabling browser caching and compressing images to reduce file size
* Leveraging web servers with built-in caching mechanisms like Redis or Memcached
Example: Check your website’s page speed using Google PageSpeed Insights, which can be accessed through the Google Search Console. Use the recommendations provided to improve page speed.
2. Structured Data and Schema Markup
Provide clear and concise schema markup for relevant pages, such as product pages, reviews, and FAQs. This will help search engines understand your content’s context and relevance:
* Use tools like schema.org or Google’s Structured Data Markup Helper to create and validate schema markup
* Ensure accurate and consistent use of schema markup throughout the website
Example: Implement schema markup for product pages to improve search engine understanding of product details, such as name, description, and price.
3. Internal Linking and Navigation
Optimize internal linking and navigation to help users and search engines navigate your website:
* Conduct a thorough internal linking audit to ensure relevant and clear links between pages
* Use descriptive anchor text for internal links
* Implement a clear and intuitive site navigation menu
Example: Review your internal linking structure and update any broken or unnecessary links. Use descriptive anchor text to improve the user experience.
4. Mobile-First Indexing
Ensure that your website is optimized for mobile-first indexing, which has become the default indexing behavior:
* Verify your mobile-only URL scheme using Google Search Console
* Review and optimize your website’s responsive design and mobile usability See Boost Conversions Without Hiring A for a related tactic.
Example: Use tools like Google Search Console to verify your mobile-only URL scheme. Ensure a smooth user experience on mobile devices.
5. Technical Audit and Compliance
Regularly conduct technical audits to ensure compliance with best practices and avoid penalties:
* Schedule regular technical audits using tools like Screaming Frog or Ahrefs
* Monitor for crawl errors, indexing issues, and other technical problems
* Implement recommendations from technical audits to improve website performance
Advanced Strategy Part 5: Optimizing Content for Long-Term Success
In the previous sections, we discussed the importance of rebuilding topical authority after a Google core update and introduced a 90-day plan to help ecommerce brands do so. In this section, we’ll dive deeper into optimizing content for long-term success.
Keyword Research and Refining
After a core update, it’s essential to refine your keyword strategy to ensure you’re targeting the most relevant and high-traffic keywords. Use tools like Ahrefs or SEMrush to identify gaps in your existing content and opportunities for improvement.
For example, let’s say an ecommerce brand is selling outdoor gear and has a category page for hiking boots. After a core update, they realize that their current content is not targeting the most relevant keywords. They use keyword research tools to identify keywords like “hiking boot reviews” or “best hiking boots for trail running.” They then update their category page to include these new keywords, ensuring that their content is more targeted and appealing to customers searching for those specific phrases.
High-Quality Content Creation
Creating high-quality content is crucial for rebuilding topical authority. In the next 30 days, focus on creating at least one piece of content per week that provides value to your target audience. This could be a blog post, video, or even a social media series.
For instance, an ecommerce brand can create a series of videos showcasing their hiking boots in different terrain and weather conditions. Each video should include valuable information about the boot’s features, benefits, and how it can help customers achieve their outdoor goals. By creating high-quality content that addresses the needs of their target audience, they can attract more links and shares, further solidifying their topical authority.
Internal Linking and Navigation
After a core update, it’s essential to ensure that your internal linking strategy is sound. This means using clear and descriptive anchor text for your internal links, making sure that each page has a clear hierarchy of content, and using breadcrumbs to help users navigate your site.
For example, let’s say an ecommerce brand has a category page for hiking boots. They want to make it easy for customers to find specific product pages. They update their category page to include clear and descriptive anchor text for internal links to individual product pages, such as “Buy Our Best-Selling Hiking Boots.” By using clear and descriptive anchor text, they can help users quickly find the information they need, improving their user experience and attracting more links.
Off-Page Optimization
Off-page optimization is crucial for rebuilding topical authority. In the final 30 days of your 90-day plan, focus on building high-quality backlinks to your website. This means guest blogging, participating in online communities related to your niche, and reaching out to influencers and other websites in your industry.
For instance, let’s say an ecommerce brand wants to build a relationship with a popular outdoor blog that covers hiking and backpacking topics. They reach out to the editor and offer to write a high-quality guest post on a topic relevant to their audience. By building relationships with other websites in their industry, they can attract more links and shares, further solidifying their topical authority.
Advanced Strategy Part 6: Content Optimization and Technical Overhaul
After the Google core updates, it’s essential to focus on content optimization and technical overhaul to rebuild topical authority within a short span. Here are some actionable steps ecommerce brands can take in the next 30 days:
1. Analyze and Optimize Existing Content
* Review all existing blog posts, product descriptions, and landing pages for relevance, accuracy, and keyword usage.
* Use tools like Ahrefs, SEMrush, or Moz to identify top-performing content and opportunities for improvement.
* Conduct an internal linking audit to ensure that relevant and useful content is linked together.
Example: Analyzing the existing blog posts of an ecommerce brand reveals that most content focuses on “summer sale” and “black Friday deals.” However, upon further analysis, it’s discovered that most products are actually launched in January. The brand decides to pivot its content strategy, focusing on seasonal product launches and relevant industry trends.
2. Invest in High-Quality Backlinks
* Diversify link sources by targeting niche-specific domains, industry publications, and relevant influencer partnerships.
* Utilize guest blogging opportunities to build relationships with other brands and establish thought leadership.
* Focus on acquiring high-quality, anchor-based backlinks that add value to the user experience.
Example: An ecommerce brand partners with a leading industry publication to create in-depth guides and product reviews. The partnership results in 20 high-quality backlinks within the first month, improving the brand’s authority and visibility.
3. Enhance Technical Performance
* Conduct an SEO audit to identify technical issues and areas for improvement.
* Optimize page speed by compressing images, minifying CSS and JavaScript files, and leveraging caching mechanisms.
* Ensure that all content is mobile-friendly and has a secure protocol (HTTPS).
Example: An ecommerce brand discovers that its website’s page speed is significantly slower than competitors. After optimizing images, minifying code, and implementing browser caching, the website’s page speed increases by 30%, improving user experience and search engine rankings.
4. Focus on Local SEO
* Claim and optimize local business listings across directories like Google My Business, Bing Places, and Yelp.
* Create a consistent brand voice and messaging across all online platforms.
* Utilize location-specific keywords in content to attract local searches.
Example: A regional ecommerce brand claims and optimizes its local business listing, ensuring that it appears at the top of search results for relevant location-based queries. The brand sees a significant increase in local traffic and sales as a result.
5. Leverage User-Generated Content
* Encourage customers to share their experiences with products or services through social media, reviews, and testimonials.
* Create engaging content that encourages user-generated content, such as ” customer showcase” features or “behind-the-scenes” stories.
* Utilize user-generated content in marketing campaigns to build trust and credibility.
Example: An ecommerce brand launches a social media campaign encouraging customers to share photos of themselves using their products. The campaign results in over 1000 user-generated posts, showcasing the brand’s products in real-life scenarios and increasing brand loyalty. See Unlock High Click Through Rates for a related tactic.
Advanced Strategy Part 7
Rebuilding Topical Authority after Google Core Updates – A 90-Day Plan for Ecommerce Brands
To rebuild topical authority after a Google core update, ecommerce brands must focus on creating high-quality, content-driven campaigns that target specific long-tail keywords. Here are some advanced strategies to help you achieve this in the next 30 days:
#### 1. Conduct a Keyword Research Audit
* Analyze your existing keyword strategy and identify gaps in terms of topical authority.
* Use tools like Google Trends, Ahrefs, or SEMrush to find relevant long-tail keywords with high search volume and low competition.
* Create a new list of targeted keywords that align with your brand’s expertise and messaging.
#### 2. Optimize Existing Content for Topical Authority
* Review your existing content library and identify pages that can be optimized for topical authority.
* Update meta titles, descriptions, headings, and internal linking to improve content relevance and crawlability.
* Use schema markup to highlight key information about products or services.
#### 3. Create High-Quality, Long-Form Content
* Develop a content strategy that focuses on creating in-depth guides, e-books, or whitepapers that address specific pain points or topics related to your brand’s expertise.
* Use natural language and keyword density to target your desired audience and improve search engine rankings.
* Promote your long-form content through social media, email marketing, and influencer partnerships.
#### 4. Leverage Content Promotion Tactics
* Reach out to influencers in your industry and offer them free products or services in exchange for sponsored reviews or mentions.
* Collaborate with other brands to co-create content that appeals to a broader audience.
* Utilize user-generated content (UGC) campaigns to showcase customer experiences and build trust.
#### 5. Monitor and Adjust Your Strategy
* Set up tracking parameters using Google Analytics and SEMrush to monitor your progress towards rebuilding topical authority.
* Analyze keyword performance, content engagement metrics, and site traffic to identify areas for improvement.
* Adjust your strategy regularly based on data-driven insights and stay flexible in the face of ongoing changes in search engine algorithms.
By implementing these advanced strategies and tactics within the next 30 days, ecommerce brands can begin rebuilding their topical authority and improving their chances of success after a Google core update.
Part 8: Leveraging Long-Tail Keywords to Rebuild Topical Authority
After a Google core update, it’s essential for ecommerce brands to focus on long-tail keywords that are more specific and less competitive than their broad, keyword-based strategy. This approach allows you to target niches with higher intent and lower search volume, making it easier to climb the SERPs.
Step 1: Conduct Long-Tail Keyword Research
Use tools like Ahrefs, SEMrush, or Moz to identify relevant long-tail keywords for your ecommerce brand. Look for phrases with a moderate to low search volume but high conversion potential.
Example: Instead of targeting “winter clothing,” try “plus-size winter jackets for women over 40.”
Step 2: Optimize Content with Long-Tail Keywords
Incorporate long-tail keywords into your content, especially in page titles, meta descriptions, and headings. Use them naturally and avoid keyword stuffing (1-2% density).
Example: Replace the generic “Welcome to Our Store” title with “Discover Plus-Size Winter Jackets for Women Over 40 at [Brand Name].”
Step 3: Create Long-Tail Content Formats
Develop content formats that cater specifically to long-tail keywords, such as:
* **FAQs**: Answer questions related to specific product categories or features.
Example: A page on “How to Choose the Perfect Plus-Size Winter Jacket” would target the keyword “plus-size winter jackets.”
* **Tutorials**: Create step-by-step guides for product usage, assembly, or styling.
Example: A tutorial on “Styling a Plus-Size Winter Coat with Boots and Scarves” targets the long-tail keyword “plus-size winter coat styling ideas.”
Step 4: Internal Linking to Long-Tail Pages
Link from relevant pages to your long-tail content formats. This helps users navigate and increases dwell time.
Example: Link from a product category page to a dedicated FAQs or tutorial for that specific product.
By implementing these strategies, ecommerce brands can rebuild topical authority in just 90 days by focusing on long-tail keywords and creating targeted content. See Boosting SEO Traffic through Lead for a related tactic.
Final Takeaway
In the face of Google Core Updates, ecommerce brands must adapt and rebuild their topical authority. The 90-day plan outlined in this article provides a roadmap for recovery. By focusing on E-A-T factors, content quality, and technical optimization, you can regain your footing in search engine rankings.
Recap: To successfully implement this plan, allocate time for:
- Understanding the core update implications
- Auditing existing content for E-A-T factors
- Optimizing page structure and technical settings
- Creating high-quality, topical content that aligns with user intent
- Rebuilding link equity through strategic outreach
- Monitoring and adjusting your strategy based on performance data
By following this 90-day plan, ecommerce brands can regain their topical authority and stay competitive in a rapidly evolving search landscape.
Internal SEO Links
- Recovering from Traffic Drops A — Recovering from Traffic Drops: A Guide to Top of Funnel Informational Keyword Strategy for Niche Site Owners
- Boost Conversions Without Hiring A — Boost Conversions Without Hiring: A Bottom-of-Funnel Keyword Strategy Guide for SaaS Teams
- Unlock High Click Through Rates — Unlock High Click-Through Rates for Affiliate Bloggers: Middle of Funnel Content Ideas and a Proven Framework
- Boosting SEO Traffic through Lead — Boosting SEO Traffic through Lead Magnets and Core Web Vitals Audits
- How To Speed Up Ad — How To Speed Up Ad Heavy WordPress Pages — Mistakes-To-Avoid Guide For Niche Site Owners To Recover From Traffic Drops With Ai-Assisted Workflows — Mistakes To Avoid Using Topical Authority
This article was assisted by AI and reviewed for publishing workflow testing.
