Industry Eye: Case Study - The Pashmina Store Grows via SEO, Cart Abandonment Upgrades

"Because we have better ROI with free search results, I can bid higher on keywords," notes Rhodes. "Also, I'm making a greater net profit per item, so that allows me to compete more effectively on price."

The Pashmina Store's recent introduction of cashmere, animal-print accessories is a prime example of how its SEO drives sales. The company tagged each page on which an animal-print product was offered, helping it move up the rankings — and acquire customers — in a product category where it previously had no presence.