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Eight great ways to audit your ecommerce site’s SEO

January 19, 2021 No Comments

30-second summary:

  • Optimizing your ecommerce site’s SEO is essential to maximizing your ecommerce site’s traffic and revenue potential.
  • Improve your SEO by structuring your website and page in a way that is easy for Google to understand.
  • Pagespeed optimization is a necessity, not an option, with the upcoming algorithm change.
  • Writing a relevant, informative blog on your ecommerce site will help increase organic traffic.

A recent statistic shows that 33% of global ecommerce traffic comes from organic searches. In other words, you will be missing out on a significant portion of potential traffic if your ecommerce site is not optimized for SEO. Although some SEO components are not entirely within your control, you can still do many things to improve ecommerce site’s SEO.

In this article, we’ll go over eight ways you can audit and improve on your ecommerce site’s SEO health.

Additionally, we will discuss why it’s now more important than ever to optimize your page speed for the algorithm update in the coming months.

Let’s get started.

1. Canonical tags for filtered pageviews

In most ecommerce sites, you can filter product types based on different categories, such as color, fit, and size.

If your ecommerce site has many filtered pages, you want to use canonical tags in your filtered pages to avoid duplicate content.

Having duplicate content on your site can make it difficult for Google to rank your page since your duplicate page will compete for the top spots in search results.

The image below shows filters on the Underarmour website. You can also see that the URL comes with the “/shoes” text at the end when you filter based on shoes.

Ecommerce site's SEO tips - filters-on-underarmour-site

By placing the canonical tags on your filtered pages, you tell a Google crawler which page is the main page you want to rank.

In this case, the canonical tag on “underarmour.ca/en-ca/d/mens/shoes” points to the “underarmour.ca/en-ca/d/mens” URL.

Ecommerce site's SEO tips - Use canonical tags

This lets Google know that the latter URL is the primary URL you want to rank. You will also prevent your site from potentially receiving a duplicate penalty from Google.

2. Optimize a meta description for each page

Does each one of your pages have a unique meta description?

Ecommerce site SEO tips - Optimize your meta descriptions based on your keywords

Writing a relevant and unique meta description for each page increases the likelihood of people clicking your link. 

Since click-through-rate (CTR) is an important ranking factor in Google search results, you will be jeopardizing your search ranking if you fail to optimize a meta description for your page.

That said, you may find it difficult to implement this in practice if you have hundreds and thousands of pages on your ecommerce site.

In such a case, I recommend you start optimizing meta descriptions for pages currently making you the most revenue and moving down in the order.

3. Keyword placement

While you certainly want to avoid stuffing your page with your target keywords, it’s a good idea to strategically include them throughout your page to let Google know what keywords you are targeting. 

You will want to include a few keywords in your URL, title, description, and alt image text to ensure your page is relevant for your target keywords.

Here is an example.

Ecommerce site's SEO tips - Place your keywords

And an example of keywords in the description.

Ecommerce site SEO tips - Place your keywords in the product title and description

4. Breadcrumb trails

Breadcrumb trails help website visitors navigate through your website and help organize your site in a well-structured manner.

Tips to audit and improve your ecommerce site's SEO - Use breadcrumbs to improve site navigation and improve CTR

Additionally, breadcrumbs make it easy for Google crawlers to understand your page better, which, in turn, may help your page rank better.

Moreover, search results will show breadcrumbs instead of your page’s permalink, which is another clue that Google emphasizes breadcrumbs for SEO.

Breadcrumbs in search results

You don’t need to overcomplicate things when implementing breadcrumb navigation. Just make sure to follow the standards of good practice, such as using breadcrumbs only when it makes sense and progressing from highest to lowest level.

5. Optimize your ecommerce site for sitelinks

Here is an example of sitelinks that appear in search results for a well-optimized site.

Tips to audit and improve your ecommerce site's SEO- Use sitelinks wisely

Google states that they only show sitelinks for structured websites that allow their algorithms to find good sitelinks.

Sitelinks improve click-through-rates and help searchers quickly see pages that are relevant to their interests. 

Furthermore, they add credibility to your sites. Google doesn’t show sitelinks for websites that aren’t well optimized and not trustworthy. 

If Google trusts your website enough to give a large space on search results, you can sort of view that as a seal of approval from Google. 

At the very least, you can assume Google doesn’t see your website as untrustworthy and scammy.

While you can’t fully control whether your ecommerce site shows sitelinks in search results, there are a few things you can do to increase your chance.

  • Enable breadcrumbs and a sitelink search box
  • Structure your website clearly
  • Use anchor text for your internal links

6. Do you have reviews on your product page?

Reviews on your product page serve several purposes.

First, they give useful information to people who visit your website and help them make better purchasing decisions.

Add review snippets and ratings to improve your ecommerce site's SEO

Furthermore, your page can show a star rating in search results, which will help your search result stand out and improve your CTR.

As a matter of fact, a study done by CXL found that review stars can improve CTR by as much as 35%.

You can check out documentation from Google to learn how best to structure your page so you can maximize your site’s chance to display review snippets in search results.

7. Optimize your site speed

You’ve probably heard about the importance of website speed optimization.

But with Google confirming that page loading speed will become a ranking signal in the coming months, it’s now more important than ever to optimize page speed on your website.

According to Moovweb, 87% of ecommerce sites do not meet the page experience standards set out by Google.

You can also see this as an opportunity for your site to gain a competitive edge over others.

There are many things you can do to improve your page speed, such as:

  • Get a better hosting service
  • Use lazy loading, so your image only loads as users scroll down
  • Remove large elements on your page

You can use PageSpeed Insights from Google to determine what elements on your page are slowing down speed.

Google Page Speed Insights

Here is an article with more good advice on optimizing your page speed for the upcoming algorithm changes. 

8. Does your website have informational content?

Finally, it’s always a good idea to write blog posts around keywords that your target audience is searching for.

Add informational content that can answer your consumers' key concerns to optimize your ecommerce site

A study shows that 61% of online shoppers in the US are more confident about purchasing from recommendations that they read in blogs.

Blogging for your ecommerce site can help your business in several different ways.

  1. Build trust with your audience by providing helpful content
  2. Establish your brand as an expert in the field
  3. Improved search engine ranking with relevant, high-quality content on your blog

A blog post you publish today isn’t going to bring an impressive result by tomorrow. But it’s a long-term investment that will help your ecommerce site generate more traffic and build trust and authority with the audience in your niche in the long haul.

Conclusion

Improving SEO for your ecommerce site is rarely ever a quick, easy process.

This is especially true if your site has hundreds of pages that need to be optimized.

In such a case, it would be wise to start with pages that are generating the most amount of traffic and revenues.

Start optimizing from the best-performing pages and move down in the order as your time and effort allows.

Your results with SEO won’t be instantaneous, but you will be glad you put extra effort into optimizing your site’s SEO down the road.

Jin Choi is a writer at the MoneyNam blog.

The post Eight great ways to audit your ecommerce site’s SEO appeared first on Search Engine Watch.

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20 Great Green Monday Deals on Apple, Bose, Sonos, and More

December 14, 2020 No Comments

Whether you’ve heard of this retail holiday or not, you should check out these tech deals.
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Five great ways responsive web design benefits your SEO

November 29, 2020 No Comments

30-second summary:

  • COVID-19 pandemic emphasizing the practicality of internet mobile for all-around daily tasks.
  • Mobile web browsing skyrocketing fuelled by consumer shopping intent.
  • Half the world’s population browsing the internet on a mobile device, with 61 million UK mobile internet users by 2021.
  • Google’s webmasters announcing the mobile-first index launch in March 2021, with a knock-on effect on desktop-only and m-dot websites.
  • Davies, an SEO expert at UENI reveals the top five ways of complementing SEO efforts with responsive web design to improve websites’ performance in Google’s SERP.

With mobile internet accessibility and usability growing year-on-year, it is undeniable that websites must meet users’ expectations for a smooth and relevant experience. Moreover, 2020 generated valuable insights into the relevance of mobile devices to people’s lives. Still questioning the importance of responsive web design for your website’s SEO? To weaken skepticism, Jos Davies, an SEO expert at UENI reveals the top five ways of complementing SEO efforts with responsive web design to improve websites’ performance in Google’s SERP.

1. Site usability

Mobile visitors are usually impatient, longing for on-the-spot solutions to their needs – which is not to say that desktop visitors like wasting their time! Google endorses this by saying that 53% of mobile users will bounce off a page that is not loading in less than three seconds.

Responsive web design benefits your SEO - Website usability

Source: ThinkwithGoogle

Within a highly competitive market, fast loading websites manage to stay competitive, while the rest are subject to traffic fluctuation and inconsistency due to a drop in ranking.

Responsive web design helps optimize websites for mobile search, improving your site’s functionality, and design by scaling the content to users’ devices, thus providing a consistent user experience across all devices.

Since Google is all for serving users the most relevant results, it will then favor and promote the websites that are providing a good user experience by all means: content, design, and functionality across all devices.

It goes without saying that a drop in traffic harms sales. On top, an unresponsive website on mobile devices is missing out on valuable opportunities to attract customers and make them convert.

2. Faster web page loading

Starting with Google Speed Update, back in 2018, Google uses mobile site speed as a ranking factor in mobile search.

Google’s updates are aligned to user’s behavior: an increase in mobile device use means a paradigm shift for how Google bots crawl, index, and display results in SERP to satisfy people’s needs, expectations, promoting customer satisfaction.

Responsive web design benefits your SEO - Google ranking factors that consider fast page speed load

Source: Uptimiser

In a mobile-centric world, having a mobile responsive design is a fundamental part of a successful SEO strategy. Responsive web design will help you rethink both the layout and the content of your website to offer a smooth user experience from desktop, to laptop, tablet, and smartphone without any inconsistencies.

Failing to do so, your SEO efforts would be compromised and a drop in traffic is foreseeable beyond question with your desktop only and m-dot website versions being removed from Google’s index no later than March 2021.

3. Lower bounce rate

The bounce rate reflects the percentage of users landing on a page and deciding to leave before continuing the website journey. Google takes it into account for weighting the relevancy of a webpage for a given search query.

A high bounce rate will thus generate a drop in ranking, reflecting thin or irrelevant content, or a poorly designed website, just by looking at user’s interaction.

Responsive web design benefits your SEO - Reduced bounce rate

Source: ThinkwithGoogle

It is still safe to say that content is king but keeping up to speed with the latest tech insights, the content will only remain king if is properly optimized for all devices.

Good content can only do so much, if not supported by an appealing design. Responsive web design does just that by adjusting the layout of the page, displaying the same content, to any device.

4. Boosted social sharing

Social media is not a ranking factor, but that doesn’t make it less important when it comes to your overall marketing strategy. It sure does play an instrumental role in an SEO campaign, complementing each other, and helping you leverage website traffic.

Responsive web design makes content sharing accessible across all social platforms, expanding your audience.

How? By making it easier for site visitors to access the same content on desktop and mobile devices, share it with their peers, and on their social media profiles. This uncovers great opportunities to reach a wider audience.

Responsive web design benefits your SEO - Boosts social sharing

Source: GlobalWebIndex

More traffic means more chances for your visitors to convert. Now, more than ever, responsive web design is the foundation that makes it possible for you to boost your sales. What if a desktop user shares a link to a mobile user and the website is unresponsive? Or, imagine your visitors struggling to find the share button, and simply giving up. This robs you of the opportunity to expand your potential consumer market and get more traffic.

5. No duplicate content

With the rise of mobile device use, most websites built a separate mobile version, but this approach is often raising duplicated content issues. Why? If highly similar content appears on more than one URL, then chances are you’re in for duplicate content issues.

Lesser duplicated content

Source: Statcounter

Due to the duplicated nature of the content, Google bots cannot tell which version should be indexed, nor if one version should absorb all link metrics, or should they be kept separate. On top, which version should rank for a given search query? Although chances that you will get a Google penalty are low, this doesn’t mean that your rankings will not be affected.

Installing a responsive web design will help solve your duplicated content issues on account of using one URL across devices and adapting the layout and content to fit any screen size while offering a consistent and pleasant user experience.

What is the takeaway?

Google says webmasters do! If Google announces an algorithm change, we follow. And Google recommends responsive web design for a smooth transition to the mobile-first index, with a series of benefits reflected on your overall website’s SEO performance.

Jos Davies is an SEO expert at UENI.

The post Five great ways responsive web design benefits your SEO appeared first on Search Engine Watch.

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6 Great Couches You Can Buy Online—and 1 to Avoid (2020)

November 1, 2020 No Comments

These are the best sofa’s we’ve tested at WIRED (so far). If being cooped up has made you rethink your furniture, these might help refresh your space.
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Five great display and video advertising tactics to increase relevance and revenue in a cookie-less world

August 25, 2020 No Comments

30-second summary:

  • Display and video advertising already have tactics that can be highly effective in a cookie-less world.
  • Contextual advertising is going to rise, as users will be in the right state of mind to interact with the brands’ ads.
  • Content sponsorship is going to build strong relationships between brands and consumers, as the values and purpose of each brand will be transmitted to the audience in a non-aggressive sales-y way.
  • Channel integration can become the norm as channels can support each other through insights.
  • User-based targeting will still allow for personalization with the consent of the user.

Let’s face it. The world is going through difficult times, and so is every method of advertising. People are suspicious and don’t trust advertising, thinking that ads may lead to fraud or that advertisers act only to their own benefit and that the consumers will get no value out these promotional banners sitting around the content they visit. They get annoyed when video advertising interrupts their user experience popping up or getting in the way of their desired content.

Things get worse when the ads are totally irrelevant to the user’s interests, which results in total waste of money. Things got a bit better with cookies, as we could target specific audience segments based on their demographics and browsing behavior so that the ads where tailored to their state of mind and interests but in a soon-to-be cookie-less world? Are we back to zero?

Fear not. During the past few years, the targeting technology and tactics became much more sophisticated and we can use numerous methods to target our audiences with relevant only ads and at the same time comply with the new GDPR normal.

Below are five must-have tactics around display and video advertising to smoothly transition to the post-cookie era.

Well, there are no must-dos in life, but realistically these will definitely make your life a lot easier and your ads will create only positive relationships with your audience. Anyway, cookies matching (the process of syncing cookies data so that Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) know that they are dealing with the same user) isn’t exactly perfect. So let’s see the positive side. It’s our chance to get closer to our goal to increase relevancy, please customers, and drive sales.

1. Contextual targeting

Why?

Back to zero? Not quite.

Example - Display and video advertising

Yes, keyword or contextual-based advertising is an old tactic, I am not talking about the invention of the wheel. But: nowadays we can use Programmatic buying. With cookie-based targeting, ads about martech platforms would keep following you around the web. But this is not you. You are more than that. You like fitness, food, minimalism, whatever.

How?

With contextual targeting through programmatic, you will be able to display your ads only when your audience is in a relevant state of mind across hundreds of sites at the same time. So when you’re looking for healthy recipes in food websites, you will see ads for organic products and when you will be reading about the future of digital advertising, you will see ads of a new analytics platform.

So what?

So the ads will be relevant to the web environment you’re currently consuming and consumers will feel more comfortable to convert, as they will see the ads as an extension of the content they are already looking at. Contextual advertising works well for all the stages of the purchase journey, as high impact formats (large sizes or video) but also native ads-teasers can be used to increase awareness and memorability and click-throughs respectively.

2. Content sponsorship

Why?

Yes. It works. People want to get value from the brands, and this is how they get to trust them. Consuming educational content brings us closer to the bran’s values, we see the world through their eyes and therefore we decide to follow them or not. Have you ever made friends without listening to them talking first?

How?

Especially during the pandemic, people started educating themselves on numerous topics that don’t necessarily have to do with their job. They love reading about how they can make their life easier. And they trust someone’s content especially when they are not trying to directly sell or only sell a product without justifying it. To my opinion, content must be branded but should be consumer-centric at the same time. These are some questions you should seek to answer through your content.

  • What are the benefits of the product/service?
  • How does it fill someone’s needs?
  • Does it add value to someone’s life/daily routine?

This is exactly our time as advertisers to elaborate on the challenges that our audience can overcome by using the product. This is our time to be where our consumers are and consume content, to show that we care, and we give, and this is a win-win game. And that the more we win, we commit that the more we will give.

So what?

Brands that get personal like the P&G ads are amazing. Have you seen them? They celebrate women’s/mums’ roles and contributions to society. They speak the truth, they make people relate to the content. Also, going back to my point on the pandemic now, people appreciated it so much the brands that collaborated with each other for a good cause, the brands that offered, the brands that supported also financially the situation.

Why? Because we all want to feel that someone is there for us, that brands don’t care only for their profits. So if I’m going to give my money for a product anyway, I will choose one that we have the same beliefs with.

3. Channel collaboration

Why?

And here it comes. Your boss, your client come to ask for channel integrated campaigns. They want to see how everything works together towards the same goal. They don’t like fragmented budgets anymore, as the ad investment comes from one pot and there’s one person managing all the channels so there’s no point in delivering multiple media plans.

How?

Use every channel’s success or failure (this is still a very useful insight!) to contribute to the success of other channels. For example, look at search engine marketing (SEM) like paid search or SEO to find the most successful keywords, and then implement these in your display and video advertising – contextual strategy.

So what?

In other words, what I strongly recommend is to use the terms that your customers are using in their search before they convert, to open up to new audiences in relevant webpages. This way, you can have an online presence in relevant environments, with high impact display formats and videos to increase awareness when your audience is at the right state of mind.

4. User-based targeting

Why?

This is not something new, the big platforms are already doing this and it’s an amazing source of data that I don’t think we made the most of, because we were mostly relying on cookies (that, let’s face it, wasn’t 100% accurate anyway). These data sets are quite accurate as they rely on information that the users give through forms and actions and not on our interpretation of their browsing history.

How?

This is essentially targeting through the user id on the respective platform. Users give their details and create profiles so that they get access to various platforms or make purchases to numerous websites. This way the brand can target the ideal users with cross-device recognition, using first-party data.

So what?

Who doesn’t want a consistent experience while interacting with a brand across multiple devices? Again, this is a win-win game when implemented effectively, as the brands do not waste budget while targeting the users isolating every device and at the same time the users are being targeted with the most appropriate message depending on the stage of the funnel that they are. Plus it improves personalization.

5. Sequential targeting

Why?

How many times have you noticed a specific car model in the streets after you talked about it for the first time with your friends? It’s not that all these cars magically appeared in front of you after your conversation. It’s that this car is now familiar to you, so it’s easy to notice it. Humans like what looks or sounds familiar. The brain wants to spend as little energy as possible so if it’s something already known, it’s easier to identify and memorize. That’s why we need sequential advertising in our lives.

How?

First-party data allow also for sequential targeting, which is a marketing technique that uses a sequence of ads to tell a story and convince the audience to convert over time, across different devices. The creatives used for sequential targeting should have the same look and feel so that the consumer feels familiar with them and also recalls the brand’s image but should be evolved as we walk down the funnel. The sequence is device agnostic when a user is logged in through their account, which means that shifting between devices doesn’t affect that strategy, it even enhances the experience. Someone may see an ad on their smartphone and then the second in order ad may appear the next day on their laptop.

So what?

It has been observed that awareness can be vastly increased through high impact sequential ads. For instance, Google’s research in partnership with Ipsos on sequential videos revealed a 74% ad recall lift and 30% purchase intent uplift compared to standalone video advertising. The sequential messaging drives also high-quality leads as they guide the user down through the funnel to convert.

The sequential tactic is highly effective as most consumers use multiple digital devices before making a purchase or using a service. This strategy increases visibility, as people notice a brand more when its ads appear on multiple devices and they seem familiar, plus you allow your audience to interact with your brand through their platform of choice and it prevents ad fatigue. It’s of no wonder why this tactic presents increasing CTR.

Into the technicalities now

In digital display and video advertising, I would recommend for the sequential path to involve three stages of content.

  • Stage one – the user sees an ad that is usually more generic, it introduces them to the brand or service
  • Stage two – includes ads that educate around the brand or service advertised and present briefly the benefits and happy results of using it

The first two stages should invite the user to learn more about the product and get to know the brand if needed so that they walk through the consideration phase. For these purposes, the first (or second too) stage can well be represented by a video. The videos are well known as being highly memorable and impactful, so this is what the user needs at this stage.

  • Stage three – ad with a strong call to action, an invitation for the audience to use the product and purchase, sometimes even offering a discount

Naturally, the call-to-action in each stage will change depending on what action we want the person to perform (Learn more Vs Buy now).

Conclusion

Therefore, it’s not the end of the world, it’s the end of a technology that worked for long but now it’s time to move on to new relationship structures, just like societies do. Because it’s time for the brands to build honest and transparent relationships with consumers, which is going to lead to stronger trust in advertising. And this is a good thing.

What are your thoughts on display and video advertising? Feel free to share them in the comments section.

Anastasia-Yvoni Spiliopoulou is a Global Digital Media expert. She has recently launched her new online course in digital display and video advertising for corporates and individuals.

The post Five great display and video advertising tactics to increase relevance and revenue in a cookie-less world appeared first on Search Engine Watch.

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Eight great tips for internal site search optimization

June 21, 2020 No Comments

30-second summary:

  • An under-optimized UX can sometimes limit the user’s journey by creating roadblocks to conversions.
  • Internal site search is one of the hidden gems every SEO should know about. 
  • Not only does it improve UX and conversions but literally shows us what’s missing in our content strategy and product range.
  • CRO Expert Marco Bonomo reveals the top eight tips on internal site search optimization.

Making content easy to access and discovering content gaps are one of the greatest challenges in SEO. Aside from that, an under-optimized UX can sometimes limit the users journey by creating roadblocks to conversions. Thankfully, Internal site search can be used to reveal these gaps, and help in making the most of the existing traffic. Here are the top eight tips to take advantage of: 

1. Make internal site search part of your optimization routine 

Once you’ve set up the internal site search functionality and mastered the internal site search basicsit’s time to make site search part of your optimization routine. Important metrics such as exit rates, search refinements, or the “zero-result” search queries are particularly relevant in adding an extra layer of information to your audits and reports and help you in making more data-driven recommendations. 

2. Dive into users’ behavior using the Google Analytics segments 

Google Analytics segments come in handy when you’re looking to filter a portion of the traffic by a specific behavior, for example by selecting “Organic  Only” visitorsWhat is less known though, is that Google updated the default segment “Performed Site Search” from “sessions” to “users” not long ago. Even if this might seem like a small change, it means that you might look at users with several sessions and purchases in their history, but who are still looped in this segment because of the way it is measured. 

To mitigate this issue, you can copy the “Performed Site Search” segment and make it more targeted in two simple steps. The first one would be switching from “users” to “sessions”, while the second one (optional) consists in adding a “Bounces = 0” condition to exclude users that are less relevant for your site search analysis. For more info about the implementation, I recommend having a read at this piece from Loop54.

Sessions performed site search Google Analytics custom segment

3. Analyze the internal site search flow in Google Analytics  

Another report I recommend dive into is the Audience’s “Users Flow”. This particular report allows you to analyze the user’s behavior like never before and reveal further gaps in your UX and internal linking. To access the report, click on Audience > Users Flow and add your site’s custom search path (for example “/?s”) into the pop-up window from the node you are interested in querying, as per the screenshot below. 

Internal site search flow in Google Analytics

As a result, you should be able to see the specific path the visitors made after triggering the on-site search (see example below). For more information about the setup, I recommend having a look at this post from Bounteous 

Internal site search flow screenshot example

4. Use Google Tag Manager to unveil zero-result search queries 

Looking at search terms is a great way to have an understanding of what users are looking for, but what about the internal search queries that produced no results at all? Luckily, there’s a quick fix for this as creating a custom Google Tag Manager tag and an event on Analytics enables you to track these queries and identify even more gaps in your content or product rangesTo have this implemented (Analytics does not come with “zero-result” reports out of the box), have a read of the guide ‘How to implement the zero-result google analytics track’ by Dmitri Ilin.

Zero result search queries with analytics and tag manager

5. Implement a smart site search solution  

Using third-party software can enhance internal site search like never before. Especially for ecommerce websites, navigating through thousands of products can now be done in a more efficient way by simply implementing features that help improve the conversion rate. Features like auto-suggest or providing query results for different categories (see screenshot below) are now a must-have for ecommerce brands, as they aid in maximizing the site search revenue. 

Smart site search solution ecommerce example

6. Add a voice search functionality to your internal site search 

Especially if you’re working in a B2C niche, it’s definitely worth considering adding a voice search feature to your internal site search. Considering that mobile and tablet are now already generating over 50% of your traffic, it makes sense to make site search even more accessible by adding a feature that can only grow over time.   

Voice search feature for internal site search ecommerce

7. Consider disabling the Google search box 

Even though disabling the Google search box might sound like a bizarre idea, I recommend considering this in particular cases. For example, big ecommerce like Amazon might want to leverage the homepage to display personalized deals. Doing so, Amazon encourages users to purchase items they didn’t even think about, but that was made irresistible by a clever combination of search history and flash discounts. To have a look at this, simply follow the Google site links search box guidelines and test it for a short period of time to see if this solution works for your ecommerce too. 

Google sitelinks search box Amazon example

8. Use Google Data Studio for internal site search reporting 

In order to make sure that an on-site search is part of your optimization routine, I also advise you to create a dedicated Google Data Studio dashboard for your weekly or monInternal site search reporting with Google data studiothly reporting. The key metrics I suggest to display are the top search terms, search exits, search refinements, revenue, with the ability to filter by country and dates.  

Wrapping up 

Internal site search is one of the hidden gems every SEO should know about. It not only represents another way to improve UX and conversions but literally shows us what’s missing in our content strategy and product range. So why not start using these practical tips, and make the most of this underrated tool today? 

Marco Bonomo is an SEO & CRO Expert at MediaCom London. He can be found on Twitter @MarcoBonomoSEO.

The post Eight great tips for internal site search optimization appeared first on Search Engine Watch.

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Six great ways to get more out of your digital marketing campaigns in 2020

March 4, 2020 No Comments

As we enter 2020, it’s time to leave behind old marketing strategies and adopt new ones. After all, there is a lot of innovation happening. From AI in customer service to influencers taking over social media, a lot has changed in the last year. Digital marketing campaigns now sprawl across different channels, tools, and processes.

While some strategies might remain partially the same, they will get a facelift in 2020. If you are looking to take your marketing to the next level in 2020, we’ve got some tips for you.

Here are some of the best ways to get more out of your marketing campaigns this year:

1. Create more video content

Videos have transformed the content marketing landscape. They have changed the way brands promote their products and create content. And video content is also becoming more popular. Wondering why?

Because people like watching videos.

In fact, 72% of people said that they would like to watch videos to learn about a product or service.

If you haven’t been using video content, you’re losing out on a lot of opportunities to grow your brand. With the evolution of social media platforms like Instagram, YouTube, and Facebook, the video content game has changed dramatically. Video content is a versatile tool to increase brand awareness and drive engagement.

So, what kind of videos can brands create for promotion?

There are many different options — educational videos, onboarding videos, meet-the-team videos, customer journey videos, event videos, and more.

Looking for inspiration?

Take a look at the Reebok video marketing campaign

They created a video for their #HonourYourDays campaign which shows a woman’s relationship with running in reverse mentioning that the average human life is about 25,915 days.

While it doesn’t directly promote their products, it does highlight the importance of fitness. It’s a great way to spread awareness without being too promotional.

Source: YouTube

2. Use chatbots to enhance customer experience

With the help of intelligent chatbots, you can also leverage customer data. These virtual assistants are capable of collecting data from customer interactions and giving you insights into how your brand can improve.

For example, if customers are complaining about a specific product, you can dive deep into the issue and understand the problem on a granular level.

Providing a great customer experience can help brands increase lead generation and revenue. What’s more, it can also help you improve your customer experience and lower your customer acquisition cost.

One of the biggest benefits of customer service chatbots is that they are available 24×7 and give quick responses to queries.

Chatbots are also great tools for helping customers keep track of their purchases.

Mastercard’s chatbot on Facebook Messenger

For example, Mastercard’s chatbot on Facebook Messenger allows its users to ask specific questions. On it, a user can ask how much they’ve spent on food or on Uber.

For each user, the answer is personalized based on their bank statement. Users can also send submit questions to ask for more information about a particular product.

Mastercard's Facebook Messenger chatbot used for digital marketing

Image via Mastercard

3. Focus on personalization

Most content marketers believe that when a prospect customer engages with their brand and makes a purchase, it’s a win.

But what’s next?

A customer journey starts right from when a target customer engages with your brand and it continues through conversion. But it also includes providing customer support and elevating their buyers’ journey to turn them into cheerleaders of your brand.

So, it is essential to reach out to your audience and provide valuable services that are not solely revenue-centric. 76% of consumers believe that it’s easy to switch to a different brand to find an experience that will match their expectations.

So, how can you provide a memorable experience to your customers?

That’s where personalization comes into play. Not only can it improve the customer experience you deliver, but it can also boost your sales.

Providing a personalized experience can significantly impact your relationships with your customers. So, how can you create a more personalized experience for your customers?

Tools like Google Analytics and Cortex can help you get insights into your audience’s behavior. By using that data, you can find out what kind of content your audience is looking for and then optimize your content creation strategy accordingly.

4. Leverage influencer marketing

Influencer marketing has grown to become a whopping five to ten billion-dollar industry. It has helped marketers reach their target audiences, generate brand awareness, get more leads, and boost sales.

Collaborating with social media influencers has become a great way for brands to promote their products and services. When an influencer endorses your brand or reviews your product, it can get you a lot of publicity.

How?

Take a leaf from Daniel Wellington’s digital marketing strategy

To create buzz about their brand, they send their watches to multiple influencers. They encourage those influencers to create posts with the hashtag #DanielWellington to help promote their products.

Daniel Wellington’s digital marketing strategy

Source: Instagram

Another example of great influencer marketing is Subaru’s #MeetAnOwner campaign

In this campaign, the company reached out to influencers from diverse backgrounds. One of the biggest influencers in their campaign was Devin Graham (@devinsupertramp) with over five million YouTube subscribers at the time. He is known for his daredevilry.

By partnering with Devin, Subaru was able to reach out to outdoor adventure junkies. Graham’s sponsored video with Subaru gained around 1.3 million views and 1.1k comments.

Source: YouTube

5. Automate your email marketing campaigns

About 73% of marketers consider email marketing to be crucial to their company’s success.

But it can be a time-consuming strategy. If you’re short on time, there is a way out – automate your email marketing campaigns. Not only can it help you save a ton of time, but it can also help you create more personalized content.

With this strategy, you can ensure that your content is delivered to your customers at the right times.

For instance, if a customer has abandoned their cart, you can send them a reminder to complete the transaction.

Here’s an example of how American technology company, FiftyThree, notifies their customers about abandoned carts with an appealing message.

example of automating email marketing campaigns

Source: Shopify

Marketers often use these emails to encourage their customers to take another step or get closer to a purchase.

Emails also provide you with an opportunity to upsell your products.

For example, an email that includes a section containing products similar to a user’s previous purchases can trigger their engagement.

Amazon's example of using product suggestions via email marketing

Source: Smartrmail

Email automation saves the time and efforts that are otherwise invested into following up with each action of a user. It also reduces the potential for errors such as hitting the send button prematurely when the user might not be ready.

6. Build a community

Building a community around your brand will help you improve your brand awareness, drive higher engagement, and organically boost your SEO.

When users create and share content around your brand, you are likely to get noticed by search engines. Brand mentions, post shares, comments, and likes — all of these help your cause.

Further, having a community of followers also helps strengthen your branding.

When you share valuable content that helps your target audience or aligns with their interests, they tend to associate more with your brand and become loyal customers.

Some companies even have brand ambassadors who regularly create content for them in return for benefits such as free products, invites to product launches or other events.

A great example of a community is GoPro, an action camera company that has solidified its position in the market by building a strong community of sports enthusiasts, photographers, and adventurers across the world.

The brand builds personal relationships with their customers while maintaining a focus on its target audience of sports enthusiasts.

example of GoPro's digital marketing campaign

Source: Instagram

Conclusion

Videos, chatbots, influencer marketing, personalization, and more — there is a lot of innovation happening in the digital marketing space. Anyone, from big brands to mom-and-pop stores, can use these strategies to grow their business. What are you waiting for? It’s time to incorporate these strategies into your marketing plan for 2020.

Have you used any of these strategies before? Please share your experiences and insights in the comments section.

Shane Barker is a Digital Strategist, Brand and Influencer Consultant. He can be found on Twitter @shane_barker.

The post Six great ways to get more out of your digital marketing campaigns in 2020 appeared first on Search Engine Watch.

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Top four social listening tools for 2020 and why they’re great

October 15, 2019 No Comments

Every business wants as much customer feedback as possible. That’s why we obsessively measure NPS (which barely has any statistical validity) and run surveys (which, in addition to being biased by definition, can negatively impact customer experience) like it’s the end of the world.

But the feedback we really want is different. It’s genuine, quick and easy to get, and structured enough so we can analyze it effectively. That’s where social listening, or social media monitoring, comes in.

Social listening is the process of monitoring mentions of keywords (for example, a brand name) or key phrases across social media and the Internet at large. Think of it as a way to measure people’s awareness of any subject – and their opinion on it – without having to ask questions.

Google Trends

More and more companies are adopting social media monitoring every year, and social listening tools are also evolving quickly. Even though they’re called social media monitoring tools, many apps go beyond social media and monitor the web at large. Finally, they analyze the data in order to provide you with insights you can learn from and act on.

In this post, we’ll look at the best social media monitoring tools you can use in 2020.

1. Awario

top-Four social listening tools for 2020 and why they're great Awario

Awario is one of the best options in terms of bang for the buck. With pricing starting at $ 29/month, it comes equipped with many features of Enterprise-geared tools: sentiment analysis, topic clouds, Boolean search, and more.

In terms of coverage, Awario monitors Twitter, Facebook, Instagram, YouTube, Reddit, news and blogs, and the rest of the web. Let’s look at what makes Awario stand out.

Rich analytics

Awario lets users measure dozens of social listening metrics, such as sentiment, reach, share of voice, key themes, top countries, and more. On top of that, you can use the tool to identify your biggest influencers and compare several brands side-by-side against crucial metrics for benchmarking and competitor analysis.

Boolean search

Boolean search isn’t for every brand. If your company name isn’t a common or ambiguous word (think Apple or Tesla), you’ll be just fine by simply feeding your brand name to the tool.

However, social listening has plenty of benefits beyond brand monitoring: from lead generation and PR, to doing research for your content strategy, this is where Boolean search comes in handy. It’s an advanced search mode that uses Boolean logic, letting you create flexible queries of any complexity to make sure you only get relevant results, whatever your use case may be.

Alert settings

Pricing

Awario offers a free 7-day trial. Pricing starts at $ 29/mo for the Starter plan (with 3 topics to monitor and 30,000 mentions/mo) and goes up to $ 299/mo for Enterprise. 

2. TweetDeck

Top Four social listening tools for 2020 and why they're great - Tweet Deck

Although TweetDeck isn’t a specialized social media monitoring tool, it definitely deserves a place on this list.

First of all, TweetDeck is free. Second, it lets you run Twitter searches using its powerful filters. And third, it combines the search functionality with everything else you’ll need to manage your Twitter presence.

Monitoring and scheduling in one tool

TweetDeck lets you schedule tweets, manage your DMs, and track mentions of your company on the network. You can set up as many searches as you need and reply to tweets right from the dashboard by connecting your Twitter account to the app.

Customizable column layout

Another great thing about TweetDeck is its column layout where you get to choose what each column shows. For instance, you could have your Twitter feed in one column, your DMs in another, and your social listening search in yet another one.

Pricing

TweetDeck is free.

3. Talkwalker

Top Four social listening tools for 2020 and why they're great - Talkwalker

Talkwalker is an excellent social listening tool for digital agencies. The software collects the latest mentions of your brand and offers detailed analytics on your social media presence.

The tool’s social media coverage is pretty impressive, on top of Twitter, Facebook, Instagram, and YouTube, the platform also monitors Flickr and Pinterest. 

Demographic analysis

In addition to monitoring mentions, Talkwalker will give you insights on people who mention you, including your audience’s gender, age, interests, and geography.

Image recognition

Talkwalker’s Enterprise plan offers an ability to monitor images and videos, this way you’ll be notified whenever your logo appears in an Instagram photo or YouTube video. 

Pricing

Pricing starts at $ 9,600/year for 10,000 mentions/mo. 

4. Mention

Top Four social listening tools for 2020 and why they're great - Mention

Mention is a social media tool that’s primarily geared towards agencies and big brands, although they do offer plans for smaller businesses. Mention’s focus is on real-time monitoring – if you sign up and create an alert, you’ll only see mentions from the last 24 hours. Historical data is available under custom plans.

API access

For businesses that like to have their analytics in one place, Mention offers API access, letting you integrate it into your own tools. If you’re not into coding, Mention offers an integration with Zapier, letting you automatically send mentions to a Google Spreadsheet, set up Slack notifications, and more.

Influencer marketing

In addition to social media monitoring, Mention lets you search for industry influencers across Twitter and Instagram; on top of that, it finds influential websites that you can partner with or guest post on. 

Pricing

Mention’s pricing starts at $ 29/mo for its basic Solo plan, which lets you monitor one topic. For bigger brands, the app offers custom plans which start at $ 600/mo.

Conclusion

That’s our list of the best social media monitoring tools for the coming year. Each of them has its own unique pros, so I do hope you’ve found one that’s a perfect fit for your use case and budget.

This is a sponsored post from Awario. Awario is a social listening and analytics platform trusted by over 5,000 companies worldwide. The tool gives brands access to meaningful insights on their customers, industry, and competitors through real-time social media and web monitoring. Awario monitors social media networks, news websites, blogs, and the rest of the web in real time, crawling over 13 billion pages daily to ensure you never miss important conversations that spark out online.

The post Top four social listening tools for 2020 and why they’re great appeared first on Search Engine Watch.

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