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Advanced Search
Strategies for
Magento Merchants
Ronald Dod
CEO at Visiture
- SEM Agency focused on Magento &
eCommerce
Two Sides of Search
Engine Marketing
Organic (SEO) & Paid (PPC)
Top of the Funnel
Conversions
Search engines are great customer
acquisition channels.
The Organic Side
Where we will discuss being more successful
using SEO to gain higher organic search
engine rankings.
SEO for Magento
The three main factors in Google’s algorithm are:
1) Content (on page optimization)
2) Links (off page optimization)
3) RankBrain (on page optimization)
Confirmed by Greg Corrado, Senior Research Scientist with
Google, and Andrey Lipattsav, Search Quality Senior Strategist at
Google.
SEO for Magento
• Majority of Magento merchants focus solely on the Content
Factor (technical SEO & content on the page).
• eCommerce is hard to be linked to.
SEO for Magento
Optimizing for Links (backlinks) and RankBrain is the larger
opportunity for Magento merchants.
RankBrain
RankBrain is Google’s AI ranking factor.
How it works –
1) Keyword Assimilation
2) Searcher Interaction & Usability
RankBrain
Old Thinking
One Landing Page to Rank for “Coffee Mugs”.
One Landing Page to Rank for “Unique Coffee Mugs”.
New Thinking
One Landing Page to Rank for both “Coffee Mugs” and “Unique Coffee
Mugs”.
Click-Through Rates (CTRs)
Click-Through Rates
Click-Through Rates (CTRs)
High CTR = High Search Engine Rankings
CTA (Call to Actions) + Meta Information = Higher CTR
Click-Through Rates
•
•
•
•
•
#1 [Insert Title Here] (if applicable)
[Main Keyword Phrase Here] – Free Shipping
Get the Best [Main Keyword Phrase Here]
[Understand|Shop|See|Visit|] [Main Keyword Phrase Here]
[Main Keyword Phrase] [Insert Product/Brand Differentiators]
Click-Through Rates (CTRs)
Click-Through Rates
Retailer 1 (60,000 monthly searched keyword phrases
Click-Through Rates (CTRs)
Retailer 2 (100,000 monthly searched keyword phrases
Dwell Time
Dwell Time
Dwell Time
Dwell Time
Dwell Time
Usability (User Experience)
#1 for Fashion, #7 for Jeans, and #9 for Jumpsuits.
Usability (User Experience)
Usability (User Experience)
Content Creation & Promotion Strategies
Main three factors in Google:
1) Content
2) Links
3) RankBrain
Content creation and promotion create highly valuable links
for Magento merchants.
Content Creation & Promotion Strategies
Bad Link - http://12weightloss.blogspot.fr/
Content Creation & Promotion Strategies
Good Link – Bestorganicskincare.com
Content Creation & Promotion Strategies
Content =/= Links
Content Creation & Promotion Strategies
Content + Promotion =/= Links
Content Creation & Promotion Strategies
Content + Promotion +
Value = Links
Content Creation & Promotion Strategies
Content Creation & Promotion Strategies
Content Creation & Promotion Strategies
Ways to give value:
•
•
•
•
•
•
Have insanely unique & interesting content.
They can share your piece of content to their social media
following.
You can give them an infographic to post on their blog linking back
to your content.
You can write them a unique editorial content piece for their blog
referencing your content.
Or if you are creating videos then they could use it for their blog.
You can suggest to mention your content in their content & vise
versa.
Content Creation & Promotion Strategies
Promotion Strategies
1)
2)
3)
4)
5)
6)
Email Newsletter
Social Media
Display Advertising
Email Matching Advertising
Email Outreach
Search Engines (eventually)
Content Creation & Promotion Strategies
Content Creation & Promotion Strategies
Reverse Engineering
Reverse Engineering
Reverse Engineering
Reverse Engineering
Process for Reverse Engineering.
1) Decide what to RE (Reverse Engineer).
2) Identify links to replicate.
3) Develop game plan for replication.
a)
b)
c)
d)
Editorial Content.
Sponsored Content.
Resource Link.
Product or Category Link.
4) Rinse and repeat.
The PPC Side
Where we will discuss optimizing our AdWords
and AdCenter account to gain higher Return
on Advertising Spend (ROAS).
PPC (Pay Per Click)
Inventory-Driven Search
“81% of consumers research online
before they buy.” – Retailing Today
Online Study
Inventory-Driven Search
Inventory-Driven Search
IDS provides 95% higher ROAS than other PPC campaigns.
Inventory-Driven Search
IDS enables us to
use modifiers such
as brand, price,
model number, and
more in ad copy.
Inventory-Driven Search
The hierarchy of matches:
1. Exact Match
2. Phrase Match
3. Modified Broad Match
Data Optimization in Google Shopping
Main optimization points:
1. Unique Product Identifiers (GTIN, UPC, EAN,
ISBN, etc). Also Brand & MPN.
2. Title
3. Google Product Category
4. Description
Data Optimization in Google Shopping
Shopping Title & Description Optimization
1. Main keywords & modifiers in the first 45 Characters.
2. Use the Main Keyword on the left hand side most as possible.
3. Include modifiers such as color, brand, model number, and
more to distinguish it.
4. Use CTAs to acquire more clicks such as #1, Free Shipping,
and more.
Data Optimization in Google Shopping
Data Optimization in Google Shopping
Negative Mining:
Negative keyword mining
allows us to stop wasted ad
spend and better target our
products.
Data Optimization in Google Shopping
Data Optimization in Google Shopping
SKU Multiplication:
Magento Merchant used SKU
Multiplication to increase Google
Shopping Volume.
-
Shopping Traffic increased 346%.
-
Shopping Revenue increased
246%.
-
Stayed within ROAS target.
Data Optimization in Google Shopping
SKU Multiplication:
Additional SKUs are
created to make different
titles and descriptions to
capture more shopping real
estate and capture more
search volume.
Data Optimization in Google Shopping
Categorization:
Google & Bing relies
heavily on categories.
Having the right
attributes is critical.
Conclusion
Thank you for listening!
Visit Visiture.com/Imagine2017 and get this
whole presentation written out (6,102 words total)!
Connect with me:
[email protected]
843-225-7000
@Visiture_Search
Conclusion
Questions?
Visit Visiture.com/Imagine2017 and get this whole
presentation written out (6,102 words total)!
Connect with me:
[email protected]
843-225-7000
@Visiture_Search