Ben Poulton | Source | SEO Consultant & Founder at Intellar

Ben uses Semrush's gap analysis tool with commercial intent filters to find crucial keywords. This method helped an automotive website achieve top 3 positions for commercial terms, increasing model page traffic and inquiries. Ben says, "The comparative analysis simplifies competitive overlap, making keyword discovery efficient."

Ben highlights scenarios like URL variants with trailing slashes. He notes, "301 redirects applied to URL variants helped to significantly reduce crawl bloat." He warns against redirecting everything, advising, "A redirect is only worth it if it will pass value." Sometimes, serving a 404 is more appropriate.

Ben emphasizes the importance of effective crawling, accessible information, and strategic collection page copy. He advises showcasing main offers prominently during the holiday rush and warns against common mistakes like default product descriptions. Ben highlights Google Search Console as an underused tool, stressing that "SEO should be a constant" with growth plans enhancing site performance.