Easy SEO Wins in Online Business Acquisitions

When you acquire an online business, one of the significant advantages is inheriting a solid platform for SEO—something that can be far more valuable than starting from scratch. This was exactly my experience when I purchased an eLearning business just last week. The business is 7 years old, which means it benefits from being an "aged site" with a strong, established brand.

In Google Search Console, I discovered that the brand name alone is within the top 5% of keywords generating impressions for the site and is the #1 driver of clicks. This is a common scenario with established online businesses available for sale; they often come with a robust foundation for SEO success.

But the question is: what easy wins can I implement to maximize this foundation and drive even more SEO traffic?

1. Optimize Website Speed

The first area for improvement is the website’s speed. Currently, the site isn’t passing Core Web Vitals on mobile, which is a known ranking factor. This is a measurable fix, although not always easy. In most cases you need to movethe site to a faster server and hire a freelancer to optimize the site’s performance. I did the migration myself and the estimated cost for freelancer is $200, but the impact on rankings could be substantial.

2. Align Products with Search Volume

One of the easiest ways to drive traffic and sales is by creating products that people are actively searching for. For example, keyword research reveals significant search volume for terms like "scrum courses." If I already sell multiple scrum courses, a strategic move would be to bundle them into a single product offering.

This approach accomplishes two things:

• A. Eliminates the Paradox of Choice: For users who find the site while searching for scrum courses, they no longer have to decide which course is best; the bundle offers a comprehensive solution.

• B. Creates a Clear Target for Google: Instead of multiple course pages competing for the same keyword, there’s one definitive page that Google can index, making it easier to rank.

How to: Review your Google Search Console and look for queries generating impressions that are closely related to what you sell. These queries can guide product development and optimization strategies.

3. Build Topical Authority

While the site has concise content that’s achieved topical relevance, it lacks the depth necessary to establish true topical authority. Most of the content is course information, and though there are 37 blog posts, none have been strategically planned for SEO. The key to unlocking more traffic lies in creating a blog strategy that focuses on building topical authority.

How to: Start by identifying the broad keyword you want to rank for. Then, ask ChatGPT to generate 20 blog post titles that can help you build topical authority for that keyword. These posts won’t necessarily target individual keywords but will collectively enhance your site’s authority on the main topic.

On That Note

When acquiring an established online business, you're often stepping into a golden opportunity to leverage existing SEO strengths. By implementing these easy wins—optimizing site speed, aligning products with search demand, and building topical authority—you can quickly enhance the SEO performance of your new acquisition. These steps not only improve your search rankings but also position your business to capture more targeted traffic, ultimately driving growth and profitability.