SEO & Ecommerce Tips:
- Revisit Your Local Search Listings
These are an essential resource for shoppers, even if they are not planning to make an in-store purchase.
Keep your stock inventory up to date and highlight product availability.
Deloitte revealed that 59% of U.K. consumers have used more local businesses recently, so it is also worth checking that all addresses and phone numbers are accurate – especially if some staff are working from home.
Search Trend Analysis:
Keep a close eye on the most popular search queries in your category.
This is a fantastic way to put SEO at the center of the company’s customer strategy.
The real-time insights you take from search can influence ecommerce product plans and marketing messaging across all channels.
Develop New Content:
Customer demand is changing and updating your meta descriptions will not be enough to satisfy this new market.
Build out new pages that help support customer decisions and reassure them that your business understands their situation.
SEO is the best channel for attracting traffic to these pages, without needing to spend a huge amount.
You can read more in 100 types of content you can produce.
SEO remains the biggest driver of traffic for a large number of businesses today.Look at how SEO visitors use the website to derive new knowledge about their behavioral changes.
The internal search on your site is a great resource, too.
If customers are searching for particular products, it suggests they can’t find them quickly enough within the main navigation.
Consider Search Beyond Google:
Vertical search engines, which focus on a specific category like travel or fashion, are still valuable.
They have the benefit of clear customer intent and often, slightly lower competition for search marketing space.
It is also worth identifying video search engines and potentially, creating specific content to highlight your product benefits.
Tips for SEO & PPC Synergy
Prepare a Combined Shopping Strategy:
Now that free listings have returned to Google Shopping, SEO and PPC have even more ways to work together.
The listings are fed by the Google Merchant Center, so it is a good idea for the paid and organic search teams to work together on the strategy for holiday shopping this year.
Add Visual Content to the Search Plan:
You will have noticed that Google is an increasingly visual platform.
To take advantage, marketers need to be a little more creative.
Add images and videos to your ecommerce plan and ensure consistency across both SEO and PPC.
Pick Your Battles:
The search results pages change significantly across queries, and even for individual users.
Your PPC budget will only go so far, especially during peak season. Use it to target high-value queries where paid listings dominate the results.
For SEO, look for opportunities to rank for queries that will attract a high click-through rate.
Be selective and use each channel to its strengths, compensating for the other when you lack coverage.
Use PPC to Test Content:
Paid search has always been about testing and learning, and never more so than today.
Try out new variations of brand messaging and imagery to see what works best for the audience, then use these lessons for your SEO assets.
At such an unpredictable time, use any chance you get to gain instant feedback.
Extend Your Funnel:
People head to search engines for a greater range of reasons than ever before.
For example, they use Google to plan ideas far in advance of making a purchase.
This year, the consideration stage will be pivotal.
Develop a variety of customer use cases and go beyond the usual funnel to capture new demand.
Then, you can decide where to balance SEO and PPC efforts.
Blend Google with Amazon:
The ecommerce customer journey is highly fragmented, but we cannot deny the gravitational pull of Amazon.
Amazon advertising is increasingly sophisticated and will soon be joined by Walmart’s improved advertising platform.
Plan your ecommerce spend across all retailers and search engines, then adapt quickly as you measure the return on each channel.
Make the Most of Ad Extensions:
Customers are looking for additional information about products and services.
Use ad extensions, such as call outs and structured snippets, to highlight key features such as contact less delivery.
Google has even tested a “Curbside pickup” badge in Local Inventory Ads, so keep an eye out for new extensions you can use.
The early mover advantage is always significant when a new one arrives.
Promote New Content:
Utilize SEO data to create new, pandemic-related content.
Use paid search to gain some early traffic and cover critical gaps.
Informational queries tend to cost less per click and are a great way to build trust with your audience.
Keep Inventory Levels up to Date:
Google’s local ads provide an opportunity to sync your store and ecommerce inventory with search.
Consumers can search and scroll through items that are in stock, so they can make a quick purchase.
In fact, searches for “in stock” increased more than 70% from the week of March 28 to April 4.
There is a competitive advantage in focusing your efforts on the products you know you can sell today.
Make the Most of Automation:
While manual bidding for PPC is great for control, it is inflexible when faced by volatile demand.
Use automated rules and artificial intelligence-led smart bidding to keep pace with what will surely be an unstable period.
Automation can also help you plug gaps in your SEO and PPC strategy via real-time market insights.
SEO & Other Channels Tips
Update Your Security Protocols:
Consumers have demonstrated during the pandemic that they are open to trialing new brands.
However, they are also sensitive to any potential threats to their personal data.
As ecommerce traffic rises, hackers will inevitably be attracted to retail websites.
Update your plugins and security details to reassure your customers that they can shop securely with you.
Invest in a Progressive Web App (PWA):
The importance of speed is clearer than ever.
A PWA will give users the benefits of both a mobile website and an app, with added speed.
Their adoption by ecommerce brands is relatively new, so you can steal a march by investing in this technology now.
Incorporate Your Brand Voice:
SEO has historically stood apart from other branded assets, due to the different nature of its core functionality.
In essence, SEO has been all about keywords.
As search engines develop their language understanding, companies can perform well through SEO while also using their brand voice.
This element of consistency is crucial right now, so be sure to include SEO in all brand planning strategy meetings.
Use SEO to Promote Social Selling:
Social commerce will be a huge trend for the next few years, especially with the advent of livestream shopping.
YouTube videos are present in a growing number of Google searches and this is a great avenue to increase awareness of your livestream shopping.
You can also rank through Google for keywords related to this topic and then drive users toward social media channels.
Align SEO With Offline Business Changes:
Customers do not see any distinction between the company they interact with in-store and the one they shop with online.
They expect the two to work in tandem.
If the business is offering a new promotion, if stores have closed, or products are out of stock, ensure that this is reflected on your landing pages.
These changes are simple, but costly if neglected.
All marketers are in the same situation at the moment.
The sweeping trends affecting us go far beyond the traditional remit of an ecommerce strategy, and that brings with it a sizable opportunity.
We know that ecommerce will be a vital resource for customers and that they have a shifting set of priorities.
The precise nature of those changes cannot be predicted with certainty, but we can still prepare for likely scenarios.
If you want to stay close to the customer, search is the perfect medium to do so.