E-Commerce SEO Case Study: A Few Insights from Chewy’s Melanie Mitchell


In an event sponsored by the South Florida Interactive Marketing Association (SFIMA), Melanie Mitchell, Director of Acquisition Marketing and Head of SEO at Chewy.com, spoke about developing content to drive customers down the sales funnel.

Headquartered in Dania Beach, Florida, Chewy is an online retailer of pet food and supplies that has grown exponentially over the last few years. That growth was due in part to Mitchell incorporating content as part of the company’s customer acquisition strategy.

She talked about her experience building out the Chewy brand across multiple digital channels including social media, blog, and SEO as well as some of the key takeaways she learned along the way. Our SEO team at Tandem Interactive was lucky to attend this event. Here are some of the things we learned.

The Problem with Silos & Lack of Alignment

Whether you are implementing content marketing strategies on the agency side or the client side, there are multiple teams involved. SEO, editorial, social, offline marketing, creative, paid media, sales, engineering, product – all these have different teams and managers working on them.

If there is a lack of alignment amongst these teams, it won’t matter how good your content, popularity, and brand voice is, you won’t get the results you want. All these teams must collaborate and work towards one goal or set of goals. And if they don’t work effectively together, that could lead to disappointing customer experiences.

Know How to Measure Success from the Start

To encourage alignment and discourage isolated silos, understanding and setting up goals at the beginning is important. Establishing goals, strategy, tactics, and a clearly defined way to measure success provides the solid foundation needed to scale combined SEO and customer acquisition efforts.

What’s Working? What’s Not Working?

Crawling your site and reviewing your current content marketing strategies is the best way to start improving. Identify what is working and what’s not working. Make sure to review the following:

  • Web Logs
  • Duplicate content
  • Meta Data
  • Page Speed
  • Scheme
  • Canonicals
  • Pagination

Make sure all these elements are working effectively to ensure your site is crawlable and the most critical pages are being seen by search engines. Analyze your web logs to determine how many bots come to your site, how often they crawl it, and where they crawl, paying special attention to important pages that drive revenue and sales.

Crawl your competitors too. See how they are connecting with their customers and analyze their sitemap.xml files to see which pages and topics they find the most important. Based on that info, set up your bot crawling preferences accordingly.

Optimizing for Customers & Their Experiences

When developing content to fuel sales, customers should always come first. In order to lead them down the funnel, you must know your customers’ interests, desires, and needs to then create content that addresses those things effectively.

Every step of the funnel they go through, you’ll want to deliver a satisfactory experience to your customers. Disconnected consumer experiences can deter potential customer acquisitions and damage customer loyalty.

First define your audience, determine where they are, which channels they are accessing and which devices they are using. Then, make sure you’re targeting and re-targeting content based on consumer’s interests throughout their journey through the funnel.

Optimizing customer experiences and outcomes should transcend all teams, channels, and processes. Your company must work hard to meet consumer expectations which are at an all-time high. Consumers expect you to know them and what they care about. Prove that and sales will follow.

At Tandem Interactive, we specialize in SEO, PPC digital marketing, social media marketing, graphic design, and other digital marketing services. Looking for effective digital marketing in Fort Lauderdale? Contact us or call (954) 519-4114 today to find out how #TeamTandem can help you get noticed today!