SEO For Ecommerce Websites – The Step By Step Beginner’s Guide

Everything You Need To Know About SEO For Ecommerce Website

If you own an e-commerce business, you absolutely should have SEO as one of your traffic-driving strategies for your website. SEO for an eCommerce site is one of the most affordable marketing tactics you can add to your arsenal of traffic driving techniques for your website.

If your site is getting traffic and sales, and you are not currently either paying for SEO or doing SEO yourself, you will be pleasantly surprised at how much this can add to your bottom line! This is low-hanging fruit for you!

If your site isn’t generating traffic or sales just yet, this is one of the most affordable ways to do so!

*note – this article may contain affiliate links to products that we have used and love!

What Is SEO and What Makes it So Good For Your Ecommerce Site?

What Is SEO?

SEO, or search engine optimization, is the process of getting a website to show up on search engines when someone searches a term relevant to your business. The more the site is optimized for search engines, the higher the website will become on search results.

When the site is higher on search results, it is more likely to get clicks/traffic from that search term.

Well, this is all great, but how will this help your Ecommerce site? 

If your site ranks for the proper keywords, you’ll be more likely to get leads or people purchasing your products on your website.

But there is a catch…

The key here is to make sure your site ranks for the right keywords – the ones that drive prospective buyers to your site, not just traffic.

If you rank for the right keywords, you can get amazing conversion rates because you are driving people who are actively searching for your specific product to your website!

Keep on reading, and you’ll learn how to do this!

How Do You Start SEO on Your Ecommerce Site?

Back when search engines were just starting out, you could easily rank by just stuffing keywords throughout your website. Now, search engines take a lot into consideration when ranking a website.

These items range to include on-page and off-page factors. On-page means things that you can change direction on your site, and off-page refers to other sites that would link to your eCommerce site, which drives up your site relevance, thus helping you rank higher on Google/search engines.

Let’s focus on the on-page factors first:

Start With the Basics  – User Experience

The ultimate goal of search engines is to have people find exactly what they are looking for without needing to click through to multiple sites.

Let’s say a lot of people are searching for vitamins on Google. The first website that shows up on Google has a large variety of vitamins on their website, but the site loads slow, or the buy now buttons are not working. People will likely leave the site quickly and go on to the next website that shows up below that site on Google.

Google will see that there is a high volume of people quickly leaving the 1st ranking site in favor of the 2nd ranking site.

Because Google wants to give the most useful website first, it may demote the slow, broken site and move up the 2nd ranking site and see if the dwell time on the 2nd ranking site is higher.

Google will constantly do this to find the best result for the searchers.

Of course, there are a lot more factors than just dwell time on a site (or bounce rate if you look into google analytics), but the user experience is something you can work on without too much SEO knowledge – so let’s start with that!

Here are some things you can do to improve your user experience on your website:

 

Site Navigation

If someone visiting your site cannot find what they are looking for quickly, they are likely to leave your site altogether. Don’t let this be the reason you have a high bounce rate! A great eCommerce site navigation has:

  1. An easy way to go back to the home page
  2. An easy way to contact you
  3. An easy way to access your cart
  4. A simple way to view product categories (parent and subcategories)
  5. A button to log into your account and view your past purchases/orders
  6. A search bar to find specific product/product numbers
  7. A “new arrivals” and “Sales” area

Tip: Make sure it’s easy for a user to get to your highest volume products quickly and efficiently. A great way to test this is to have a few people of various ages test your site. Ask them to find X product, and see how long it takes them to find it. Sometimes what makes sense to you may not make sense to the users navigating your website.

User Experience On Page

User experience on-page not only can have an effect on SEO, but also conversion rates in general. Here are some questions you can ask yourself to make sure your site, in general, has an easy user experience:

Generally, throughout the site:

  1. Does your site load quickly?
  2. Is your site clean, and easy to navigate?
  3. Does your site have breadcrumbs (both useful for users and search engines)
  4. Is your site easy to use on mobile?
  5. Is there a strong call to action?
  6. Can users get to your bestsellers easily?
  7. Is there an easy way to get ahold of you?
  8. Do you have a FAQ if your products need explaining?
  9. Can people easily find you on social media?
  10. Can people easily access their cart?
  11. How easy is the checkout process? Is there a way to make it faster/fewer fields for people to fill out?
  12. Do you/can you integrate a payment system such as PayPal that people trust/can pay without needing to get their credit card?
  13. Optional – do you have an online chat or an AI chatbot to help people find the right products?

Product Pages:

  1. Are your product images high quality/clear?
  2. Is pricing easy to understand?
  3. Is there a comprehensive and compelling description of each product?
  4. Does the description overcome any objections people would have or have an FAQ?
  5. Is there a product review section? Are there plenty of reviews in those sections?
  6. Is there a way to share the product on social media?
  7. Are you able to use the scarcity principle to urge people to buy? (for example, an area that says “only 2 left” or something to get people to buy now)

Unique Content

Although it’s tempting to copy and paste descriptions from the manufacturer to get your products up quickly, this will ultimately hurt you SEO-wise.  Not only are other companies probably doing this, which creates duplicate content that is unlikely to rank, but manufacturer descriptions are typically pretty dry and don’t typically make the user absolutely need to buy this product.

Take as little as 20 minutes to re-write the descriptions – you’ll be glad you did! Just making your content unique can help SEO quite a bit!

Don’t have time to write content? If so, it would be well worth the expense of getting a content writer involved. This will pay off in the long run – especially if they perform keyword research and SEO while they are doing this!

Site speed

Site speed is the time it takes for a site to load once a user opens the site. The faster the better – especially for eCommerce!

If we think back to the ultimate goal of search engines, it makes sense that site speed plays a part in ranking. Consumers are less likely to hang out on a website if it loads slowly, so they will bounce off of the slow site and on to the next option on search engines.

There are quite a few things that can cause a slow website ranging from the host you are using to picture size and how many scripts your site uses.

Here are a few tools that can help you determine if your site speed is good or not:

  1. GTmetrix – do a scan and check out the waterfall to see what scripts are taking a long time to load
  2. Google pagespeed insights – this gives you an idea of your page speed on desktop and mobile devices.

Some common elements that you can easily do to help increase your page speed:

  1. Make sure your website uses a caching tool. We recommend WP Rocket for WordPress and WooCommerce sites. Always perform a backup before adding any kind of plugin/software to your eCommerce site
  2. Reduce the size of images displayed on your site. You can do this manually or use software to do this. We recommend shortpixel for WordPress or WooCommerce
  3. Delete unused plugins on your site – these can take up a lot of resources on your website.
  4. Compress files (gzip compression) if possible
  5. Evaluate your server – typically, we recommend getting off a shared server – especially if you have an eCommerce website

 

Start Tracking Traffic To Your Site & See How It is Performing On Search Engines

So you improved your user experience on your website. What’s next?

Well, you can’t tell how you are doing without some analytics! Traffic analytic programs help you understand what users are doing when they enter your website. They can answer the following questions:

  1. What pages are your most popular?
  2. How long does the average user spend on your website?
  3. What source brings in the most traffic (direct traffic, google searches, social media..etc)
  4. What are your conversion rates per page?
  5. What does the user flow look like?
  6. Do people leave after visiting a certain page?
  7. How many pages does the average user go to per visit?
  8. What states/cities do people who visit your site come from?
  9. And more!

There is so much information you can gather from analytics! If you don’t have this setup, you’re missing out on a lot of good, decision-making data!

Google Analytics

Google Analytics is the most common analytical program used for SEO. We recommend that if you are to use any program, this be the one! Depending on the kind of eCommerce platform that you have, the setup may differ, but here are the most common platforms and how to set up the program:

 

Create an analytics account

For all programs, you’ll need to have or create an account with analytics. To do so, go here. You can use a current email address, or create one by clicking “create a new Gmail address instead”

To hook up Analytics with WooCommerce

  1. Download the WooCommerce google analytics plugin. If you want more analytics, you can purchase the paid one here. 
  2. Back-Up your website
  3. Log into your WooCommerce site, go to Plugins>Add New>and upload the downloaded zip file
  4. Click “install now” and activate
  5. Click the “Connect WooCommerce to Google Analytics” link and then continue with the prompts to set up the plugin.
  6. To set up with Google analytics 4 (this will be the most common installation for new users), configure the plugin by going to
    1. WooCommerce>Settings>Integrations and you’ll see “google analytics” listed as an option. Click this to see the settings
    2. Google Analytics Tracking ID – this can be found by signing into your google analytics, and selecting  “admin” on the left-hand corner”
    3. In the property column, (second column) click Data streams
    4. Select the property that corresponds to your website
    5. from there, you’ll see your measurement ID beginning with G- This is what you want to use as your tracking ID.
    6. Enter that ID into the settings on the google analytics options on your website. Make sure you include the G-

Learn more about this plugin here: https://woocommerce.com/document/google-analytics-integration/

 

To hook up Analytics with Shopify

As of March 2022, Shopify doesn’t support google analytics 4, which is likely the platform you’ll have created if you just signed up for a google analytics account, so you will need to create an older version of google analytics, called Universal Analytics. This sounds complicated, but it is not – don’t worry!

To enable Universal Analytics in Google Analytics:

  1. Sign into Analytics
  2. Click Admin in the bottom left-hand corner
  3. Select the correct account (the website you want to track)
  4. In the property column, click “create property”
  5. Enter a name of the property
  6. Click “Show Advanced Options”
  7. Click the toggle on the right-hand side next to “create Universal Analytics Property”
  8. Select “create a Universal Analytics Property Only”
  9. Click “next”
  10. Select the appropriate settings
  11. Click “create”
  12. Copy the Tracking ID

Add this ID to Shopify:

  1. Log into Shopify
  2. Go to Online Store > Preferences
  3. In the Google Analytics section, paste the Univeral Analytics ID in that field.

Next, to track purchases on google analytics, we need to enable eCommerce tracking:

Enable Ecommerce Tracking in Analytics

  1. Log into google analytics
  2. Go to Admin
  3. Make sure you are in the same account and property from the steps you used when setting up Universal Analytics
  4. Under the View column, select “Ecommerce Settings”
  5. Enable Ecommerce by changing to toggle from Off to On
  6. You can also enable the enhanced ecommerce reporting as well.
  7. And that’s it!

 

 

To hook up Analytics with Bigcommerce

Bigcommerce requires a little more customization to work with google analytics. You will need to make sure you have Universal Analytics -so view the steps on Shopify above to create this if you only have a google analytics 4 account.

Follow the steps here to enable eCommerce tracking with BigCommerce: https://support.bigcommerce.com/s/article/Setting-Up-Google-Analytics?language=en_US

 

Google Search Console

Google search console shows you the overall picture of how your e-commerce site is doing on google searches with real data. This tool will show you how often your site shows up for certain searches, and the average rank your site is for those searches. This is incredibly important to track visibility over time and to make sure your site is showing up for the correct keywords. This also gives important diagnostic data for why a page or product isn’t showing up on google. For example, if your products stop ranking on google, there may be an issue with duplicate content or indexing. This tool will give you some good starting points on how to get those pages ranking again.

There are a few ways to get google search console set up – we will show you the simplest way assuming you don’t have too much knowledge of DNS or adding code to your website.

Set up Google Search Console on Your Ecommerce Site (using google analytics):

  1. Get google analytics set up on your site
    1. You’ll need to make sure you followed the steps in the previous section
  2. Go to Google Search Console
  3. Click “start now”
  4. Under the “Welcome to Google Search Console” choose the URL prefix option and enter your url exactly how it is when you visit your site (for example, https://www.oneclickwi.com or https://oneclickwi.com – make sure that it matches exactly)
  5. Click “continue”
  6. The account should auto verify because you are logged in with the same account that you use for google analytics

And that’s it! We will be creating more articles on how to use this amazing tool!

 

Let’s Get Started On the On-Page SEO For Your Ecommerce Site!

Now that you have your site set up for success and tracking data, let’s get started on the fun stuff – the optimization!

This part is a little more intensive, but it will become intuitive the more you do it.

On-Page SEO involves quite a few elements:

  • Keyword Research
  • Content Modification
  • Site Audit/fixes
  • Site Navigation Analysis

The core of this is finding the right keywords for your website to show up for, so we will do this first.

 

Find the Best Keywords to Focus On

What are keywords

Keywords are a string of words that people search on search engines. The search engines will read those keywords, or what we call “search queries” in the SEO world, and match them with what they believe is the best site that answers that query. Search engines such as Google will not only show websites but can show products & videos that match these queries as well. At the moment, we will focus on your eCommerce site and getting that ranking.

Focus on Keywords that can drive conversions

What we want to focus on are keywords that will not only drive traffic but will drive conversions. For example, let’s say you sell flower bouquets on your eCommerce website. We want to make sure we are driving people who are actually looking to buy flowers bouquets.

Tools to find keywords – Do this for every page you want to rank on google

There are so many tools you can use to find the right keywords. I suggest using a few of them and using a variation of keywords or competitors to find out what keywords to use. Pick your top products, and find the best keywords for them. Sometimes it’s really simple – if the product name itself is highly searched, use that, but if it’s not, or people don’t know the product well, you’ll want to do more extensive keyword research to find the best keywords for them.

Google Keyword Planner – This will require a google ads account, however, you do not need to set up or pay for ads.

Spyfu – Spyfu allows you to type in a keyword and find related keywords and their search volumes. You can also type in a competitor’s website to see who they show up for. If you want a more in-depth analysis, you can sign up for an account with them.

SEMrush – SEMrush is another great tool to not only evaluate keywords and competitors but can also track rankings and get a lot of in-depth information on your site visibility.

LSI Graph – This helps you find longer-tailed keywords (or what they call Latent semantic indexing) that relate to your keyword that google uses to further understand shorter-tailed keywords. Make sure you use these in your product and main pages to help Google understand your main keywords.

Finish with a Google search – Once you have a list of keywords you’d like to use on your site, do a simple google search of the topic you think your website should show up for. Take a look at the results. Are they your competitors? If so, you are likely using a keyword others use to find that same product. If you’re not seeing competitors, re-evaluate what keyword you think you should be using. Perhaps use the above tools by evaluating a competitor and see what keyword they use to show up.

Tools to find topics

A great product page will answer questions people have about that product. There are a few ways to discover what people would like to know about your product:

  1. What questions do you typically get on your products? Do you notice the same questions coming up every time? If so, make sure you address that question somewhere on your product page
  2.  Use a service such as https://answerthepublic.com/ to discover what questions people are asking.  You’d be surprised how many questions there are!
  3. Do a google search of your products. What do your competitor’s product pages say? Are there any points you can use?
  4. Use Reddit to see what questions people are asking about your product. While you’re at it, feel free to answer questions there and direct them to your site!
How to implement these keywords

 Choose a “focus keyword” for each page – or the main topic for each page. With Ecommerce, it’s pretty easy – each product page basically has the keyword already figured out, but for category pages and even your home page, make sure you choose an all-encompassing keyword for that page and then use more specific keywords for your product pages. Make sure you also use your LSI keywords on those pages to help google further understand the intent behind those keywords. Use these keywords throughout your content – make sure they are prominent in title tags (h1, h2..etc) but make sense when you are reading through the content.

Title Tag & Meta description – The title tag and meta description of each page is typically what shows up in the search results, although Google can change those if they think a better combination would work for the search query. Make sure you optimize your title tag and meta descriptions with the keyword you chose from that page. Make sure the title tag and meta description are engaging and encourage people to click on your link.

Keyword in url – make sure your url is an easily readable url with your focus keyword in the url. Some sites may default to a page ID or a string of numbers – that isn’t SEO friendly and may discourage people from clicking on your link when they see it in search results. If you do change the URL, make sure you redirect the old one to the new one.

Optimize Images – Google also reads through images as well and can have your images show up in Google searches as well so we don’t want to neglect them. Make sure you use keywords describing that image in the alt tags of the image.

Schema – Schema helps google further understand what a page is about, or what the elements on a page are describing. This is especially helpful with products as google can use that to pull data such as ratings and pricing into search engine results.

Woocommerce has plenty of plugins to automate this however, you can manually add the code as well if you are not using Woocommerce or you’d rather have fine control over this – just make sure you update the code if you change pricing. You can use this tool to generate schema markup: https://technicalseo.com/tools/schema-markup-generator/ simply just choose “product” as the markup you want to create and fill in all the prompts – just make sure you add some keywords into the product description.

SEO Friendly URL’s & URL Structure (Site Architecture)

There are 2 things that go into a good url structure that can help with SEO.

  1. Make your url structure easy to follow
  2. Make sure you have descriptive keywords in your urls

In terms of making your URL structure easy to follow. Typically, with e-commerce sites, you will have a category and then products underneath that category.

For example, an e-commerce website that sells clothes may have a structure like this: clothing.com/mens/tshirts. This structure tells you exactly what you should be looking at – Men’s t-shirts. Not only does this help with users searching on your site, but this can help Google make sense of your site. So not only is this URL user-friendly, it helps with your rankings!

Generate or find your sitemap

An easy way to visualize your site structure is to generate or find your sitemap. Many e-commerce sites will have sitemaps already generated, you just need to find them. Here is how to find them on your most common platforms:

Bigcommerce: Just add /xmlsitemap.php to your domain. For example, if my domain is clothing.com, my sitemap would be at clothing.com/xmlsitemap.php

Shopify: Just add /sitemap.xml to your domain. For example, if my domain is clothing.com, my sitemap would be at clothing.com/sitemap.xml

Woocommerce: You will want to install a plugin for this such as Yoast SEO. Once this is installed, go into the Yoast SEO plugin>General. From there, toggle the button from Off to On in the XML sitemaps options, and select “save changes”. From there, you can see your XML sitemap by going to your domain/sitemap.xml.

Submit sitemap to Google Search Console

Submit your sitemap to the google search console by going to “sitemaps” and then submitting that url you found to google. This will allow Google to go through your site easier.

 

 

Perform An Audit to Catch Quick Fixes & Areas Of Improvement

A site audit is a program that scans your eCommerce website for various issues that can hurt your SEO performance, or that can prevent search engines from looking (crawling) through your site to allow certain pages to rank. This is an extremely important step to help make sure all of your products are able to be found on google.

There are plenty of tools out there to perform SEO audits with. Most of them include free trials so you can do your first few audits for free. Some of our favorites are:

  • SEMrush
  • Raven Tools
  • Screaming Frog
  • SerpStat
  • Ubersuggest

Common Errors that can be Easily Fixed

Title tag and Meta Data fixes: The most common items you will see will be title tags and metadata that are either missing or is too long. Those would be the easiest to fix. Go page by page (or product by product) and make modifications as needed.

Secure your site with https: This is a MUST HAVE for eCommerce sites. If you do not have this, call your web host to see how they can set up an SSL certificate on your website. You may need some help from a website designer to implement this into your site and force the site to load in https.

No-Index on your website: If you see this error, your site may be blocked from being crawled on google. We have seen this happen when a testing site is uploaded to the live environment and the developer forgets to change the status from no-index to index. Make sure this status is updated when your site becomes live.

Broken Links: This one is pretty self-explanatory. If you have broken links, make sure you update them. This can happen if you update a url on a product or change the category url or shop url on your site.

Compress images: This can help speed up your site. There are plenty of plugins out there to do this for all platforms.

Site speed issues: This is a little more complicated, but sometimes can be fixed by uploading and compressing smaller images and eliminating scripts that you don’t use on the site (delete unused plugins)

 

 

Track Rankings

Why should you track rankings?

Rankings are an important part of SEO. This can help you determine the overall health of your site. If you see your website decreasing in rankings across the board, you likely have a whole site issue. In that case, an audit will help determine if there are any obvious whole-site issues. If you see rankings drop for a particular page, take a look at that page, compare it to your competitors, and determine what changed.

What tools should you use to track rankings?

Here are some tools we recommend you use to see where your site is currently ranking and gives you ideas on what to add to your keyword list:

Serpstat

SE Ranking

SEMrush

Google Search Console

 

Ongoing Ecommerce SEO Strategy – SEO is not One-and-Done

SEO is an ever-evolving, continuous process. Regardless if you are number 1000 or 1 on google searches, you need to keep on top of the current trends and stay on top of your competitors! That’s why we suggest you are constantly tracking your online presence and rankings on search engines. Here are some monthly tasks you can do to make sure your site is going in the right direction with rakings.

Analyze traffic

Use google analytics to analyze your traffic. Do you see an increase in traffic to a certain page? Are your organic searches going up or down? Any noticeable trends both upwards and downwards traffic-wise? Take that data and make tweaks to your site to help bolster your rankings.

Audit site

It’s a good idea to run a monthly audit on your website just to make sure no significant changes happened to your site. With WordPress especially since it is constantly updating, things can change on your site backend without affecting your front end, so it is important to run an audit to make sure it hasn’t affected any SEO factors.

Keep tracking and finding more keywords

As your site builds momentum, you may discover people finding your site for other keywords. Make sure you add those keywords to your tracking and keep building that list as you move up the rankings. Run a keyword analysis to see if you can build on your current list as well.

Keep Finding more back opportunities

Some ideas for this:

As you sell your products, keep an eye on any brand mentions to your site and ask for backlinks.

Find any websites that list companies that sell similar products like yours – see if you can get listed on those.

Ask customers who are active on social media to do a video review of your product. Make sure they link to your site

Here are some more ways to build backlinks on e-commerce sites: https://jumpseller.com/learn/importance-of-links-to-your-store/

Stay Active on Social Media

Social media is important to stay active as an e-commerce site. People are leary of companies that look like they do not have much of an online presence – it may signal that their customer support is not very responsive. Make sure you are active on as many social media profiles as you can be, and that you answer any questions/feedback as quickly as possible.

Ask for Reviews Often

One reason why sites like Amazon are so effective is that their products have hundreds or even thousands of reviews. It makes people feel more confident in the product they are buying – even if they aren’t 5-star products, they know that people have purchased and enjoyed the products. Ask your customers to leave a review on your site often to make sure that the people you worked so hard to get to your site are comfortable buying your product.

Raise Brand Awareness

One of the best ways to increase your authority online (which, in turn, increases your rankings) is to raise brand awareness. You can do this through other marketing avenues such as paid ads, having an effective youtube channel, being outspoken in your community, or writing amazing blog articles – basically anything that can get your brand name out there! Take an hour or so each month to brainstorm how to do this – you won’t regret it!

 

I hope you walk away with a few ideas on how to optimize your eCommerce site from this article. Remember – SEO is not a one-and-done solution. Each action you take builds upon each other to form an effective, converting, high-ranking site that you can be proud of!

 

SEO Updates for February 2022

Google algorithm update for February 2022

While Google has become better about announcing their algorithm updates, there were no announced updates in February, which did not mean that changes did not occur. If you rely on these updates to keep you abreast of the news, here is what you missed.

User Page Experience Update

Google started updating their User Page Experience for desktops in February, but the update will not be complete until the end of March. This is the same update that Google rolled out for mobile users last summer. Therefore, if you prepared for that update, this one should require no action on your part.

Brand Mentions

Since at least 2012, when Google published their paper called Ranking Search Results, it has been debated if mentioning a brand without linking to it could help your search engine results. According to Google’s John Mueller, that is not the case. He says that you may still benefit from mentioning brand names through people looking for more information about a particular company.

Shopping Experience Card

Google rolled out a new Shopping Experience Card designed to help shoppers find the best merchants to meet their product needs. Stores can apply to get a Trusted Merchant badge for their site. While Google says that you will not be penalized for not participating, they would like you to provide information on your shipping and return policies.

Core Web Vitals Not Linked to Indexation

John Mueller says that having high Core Web Vitals does not mean that your site will be indexed better or faster. To offer a better user experience, you need a good host and offer content directly aimed at the user’s intent.

Pages Can Be Un-indexed Forever

In a recent conversation, John Mueller also said that pages could be un-indexed forever. Pages and websites that lack quality may never be crawled and indexed again. Mueller says that this is a reminder that you should create quality pages that meet user needs each time you create a new page.

While the month was relatively quiet, you still need to be working on your website. If we can help, please reach out.

 

 

Google algorithm update for January 2022

Google algorithm update for January 2022

Google took an almost unprecedented break during the first two weeks of January. In fact, the only major announcement they made during the month was that page experience will roll out on desktops in February. Therefore, it is a great time to take another look at this update that the company first rolled out on mobile units in November 2021. There are at least five factors to consider when preparing for the February desktop rollout.

Largest Contentful Paint (LCP):

The Largest Contentful Paint (LCP): should be under 2.5 seconds. This is the speed that the largest image or text block loads.

First Input Delay

The First Input Display should be less than 100 milliseconds. This measures when a user initiates an action, and the server can handle that action.

Cumulative Layout Shift (CLS):

Many rapid layout shifts can be problematic and very frustrating for users. Google defines these shifts as occurring whenever a visible element changes its position from one rendered frame to the next. The total score should be less than 0.1.

HTTPS

You need to have robust security certificates signed and installed on your website. Make sure that they have not expired. You should use permanent redirects to automatically move viewers from unsecured pages to secure ones. Take a look at your site to ensure you have no noindex tags on HTTPS pages.
No intrusive interstitials
Your content is the most important thing on your site. Therefore, make sure that any ads, banners and other add-ons are not interfering with people being able to interact with the content on your website.

While Google gave everyone a short holiday in January, we were still working hard. If we can help you with your website, please get in touch with us. We love being your problem solving experts.

Refernces:
https://www.seroundtable.com/google-page-experience-update-coming-to-desktop-soon-32733.html
https://developers.google.com/search/docs/advanced/experience/page-experience
https://web.dev/lcp/
https://web.dev/fid/
https://web.dev/cls/
https://developers.google.com/search/blog/2016/08/helping-users-easily-access-content-on

16 Digital Marketing Trends to try in 2022

Try these Digital Marketing Ideas in 2022

As 2021 draws to an end, it is time to start planning your editorial calendar for 2022. While there is a lot of chatter about using AI technology to make marketing easier, many small-and-medium-sized companies find that technology cost-prohibitive. Instead of giving up on digital marketing, consider these techniques for 2022.

 

1. Mobile-friendly Websites

Your website needs to be responsive so that it displays appropriately on any device. Take a look at your website and see where you can reduce scrolling, pinching and panning. Create with a fluid grid instead of pixels. Make sure that all areas where you need users to input data are large enough so that people can efficiently complete the task. Set rules so that only the most essential information displays on smaller devices. Create rules so that images display correctly or not at all, depending on the device’s size.

If your website needs an overhaul to comply with mobile standards, we offer affordable website design plans for businesses small and large!

 

2. Local SEO/ Google Map Optimization

With Google’s latest algorithm changes, the company said that they consider user experience to be the most important factor when ranking websites. Therefore, you must ensure that your website loads quickly, provide the content they want and is easy to navigate.

Google My Business is a key to advertising for small-and-medium-sized businesses. Take advantage of the space to promote products that your customers are likely to want the most. Make the most of this space by filling your description with keywords your customers are likely to use. Post directly to Google My Business so that customers see your information directly on your listing, which can take up to 50$ of the SERP when someone enters your company name.

Optimizing for Google maps can be paramount to your success, so consider these tips.

  • A large percentage of your backlinks should come from high-quality business directories that people can easily access online.
  • Keep Google My Business fresh. You can have up to 10 pictures and photos on your Google My Business. Additionally, you can add a call to action directly from your listing.
  • Ensure all citations are up-to-date. Aim to have your business listed everywhere using the same company name, address and phone number.
  • Add rich snippets to your website’s content. Use the automatic rich snippet generator from Google to increase the space that your website listing gets on SERPS. This will also help Google put you in the correct category on Google maps.

3. Content Marketing

There is usually a bounce upwards after a website hits 100 posts, but after that point, longer posts are generally more effective than several smaller ones in promoting your company. Unless you are in a fast-paced industry, like entertainment or fashion, consider creating longer posts filled with great detail.

Long-form content is more likely to capture your audience’s attention. Furthermore, since it takes people longer to read them, it increases time spent on your site, which often increases how your website ranks in the SERPs.

You may want to consider creating:

  • How-to guides
  • Buyer guides
  • Tutorials
  • Resource lists
  • Industry definitions
  • Case studies

You may want to consider different formattings, like whitepapers, ebooks and blogs.

Long-form content can be very effective at building your voice as an industry leader. Viewers often see it as someone who understands their pain points because the longer form allows you to have room to offer a complete solution. Since people are happier with the content, they are more likely to share it with their friends and family. Longer content is also more likely to attract links that can be important in building your domain authority. Long-form content can increase conversion rates by up to 30%. It is effortless to repurpose long-form content for other purposes, like podcasts, presentations and webinars.

 

4. Online Reviews

While not a new trend, the importance of online reviews will continue to be big in 2022, you need to include customer testimonies on your site because it builds your reputation. You should always ask for reviews when your customer is likely to be the happiest with your product or service.

If you are not happy with the number of reviews that customers are leaving you, then:

  • Make sure that you have a process in place that makes it easy for customers to leave you a review.
  • Provide a template for reviews
  • Send a personalized email or message asking for the review.
  • Explain to loyal customers why you appreciate them leaving you a review

 

5. Google Features

In addition to Featured Snippets and Google My Business, there are other features that small-and-medium-sized companies may want to consider:

• Knowledge panels – These panels that look similar to Google My Business usually contain more details. They are often given to companies that provide good information in that listing and have established domain authority.

• Local pack – These three listings appear at the top of some SERP pages where the user is looking for a particular item, such as a restaurant, gas station or campground. Google selects these entities based on relevance, proximity and prominence.

• Top stories – You may be able to get your news stories published in this feature by submitting your RSS feeds, website URLs, or videos to Google’s Publisher Center.

•Video packs- These are usually YouTube videos. Increase the chances of Google choosing your video by using video Schema markup.

• Related questions – Watch when you enter your keywords into the SERP and see if a list of questions appears. Write good 40–50-word answers to those questions, and you may be able to win a featured snippet.

• Shopping Results – To have a product chosen by Google, make sure you have used Schema product markup and gotten lots of good reviews.

6. Conversational marketing

The pandemic has made many software companies lower prices on conversational marketing software, so it has become more available to smaller businesses.

While your conversion rate may have risen during 2021, stop and think about the customers that did not buy, although you gave them great information wrapped in a pretty package. Now, imagine that you had a way to reach those customers and answer their questions while they are considering your products. People naturally prefer two-way conversations, and conversational marketing makes that possible at a reasonable cost. Many companies have discovered that it has raised their conversions by up to 70%.

The second advantage of conversational marketing is that you can qualify leads easily. This makes your marketing much more agile so that your sales team reaches out quickly to the best prospects.

Conversational marketing also builds trust in your company. This is particularly important for new companies who are still trying to establish a loyal customer base.

Conversational marketing allows you to integrate potential customers who engage with your company into one platform, making your website, direct marketing efforts, and social marketing valuable. This allows to connect with more customers and lead them through the sales funnel at a lower cost.

7 . Video Marketing

Video marketing is not going anywhere, and it probably will not for the next 10 years. Therefore, if you are not already using this technique, you need to add it to your repertoire now. 90% of potential customers in a recent survey indicated they wanted to see videos before making a purchase. Another survey found that companies who used video marketing grew 49% faster than those who did not.

Video marketing is a great way to build brand awareness without spending a lot of money. You can host the video on YouTube, which is the second-largest search engine in the world. Then, embed it into your website or share it on your social media feed. Depending on the video, you may also be able to use only the audio as a podcast. It is easy to set up a television to play your videos in a loop if you do trade shows and other events.

Since about 65% of your target audience are visual learners, video makes it easy to capture their attention. Most people can recall visual content that they see three days later, which is much longer than written or audio content. Additionally, creating a video often makes it easy to teach your audience a difficult concept to explain when only using words.

The types of videos that you can produce are almost endless. You may want to consider:

  • Documentaries with your branding in front or at the end
  • Branded informational videos
  • Product demonstrations
  • Product promotions
  • Product launch videos
  • Crowd-funding videos
  • Animated explainer videos
  • Live feeds
  • User-generated videos
  • Stunt videos
  • Event videos
  • Infomercials
  • Customer testimonials
  • Product reviews
  • Unboxing videos
  • Behind-the-scene videos
  • Customer support videos
  • Frequently asked questions videos

8. Interactive Content

Interactive content is any content that relies on user input to deliver a helpful answer. Using this type of content can be a fabulous way to build engagement, capture more leads and create customer loyalty.

Interactive content is helpful at each step of the sales funnel. For example, at the top interactive quizzes are a perfect way to collect data on customers interested in your product to create other marketing that shows the viewer how your product meets their needs and where they need more education.

In the middle of the funnel, interactive content is excellent at helping the buyer make a buying decision by allowing them to enter specifics about their situation. Then, you can recommend your solution.

At the bottom of the funnel, 360-degree videos are a beautiful way to encourage buyers to go ahead and make the buying decision. You can also upsell during these videos by surrounding the product with useful accessories.

There are many types of interactive content that you may want to consider, including:

  • Interactive quizzes
  • Interactive infographics
  • 360-degree videos
  • Polls
  • Surveys
  • Calculators
  • Assessments
  • Ebooks
  • Emails
  • Webinars
  • Mobile apps
  • Mobile games
  • Troubleshooting tools
  • How-to guides
  • Interactive timelines
  • Augmented reality overlays

9. SERP Position Zero

Often called featured snippets, SERP Position Zero can get your website a lot of traffic. These snippets appear above the fold for many user search queries. While Google advises trying to optimize content for featured snippets, there are some tips you will want to keep in mind to try to capture this coveted position as featured snippets result in 35.1% of all clicks.

About 82% of all featured snippets are in paragraph form, and they usually incorporate a long-tail keyword. While Google will not tell its secret on exactly how it chooses website information to display, they take most featured snippets from websites already ranking high on those keywords in SERPs.

Create content that uses language that your customers use. Featured snippets are almost always well written and answer specific questions from your target audience. Most answers are between 40 and 50 words long. If you cannot adequately cover the answer in that length, consider creating a video as Google and other search engines often use them in SERP position zeros.

Especially if you are a newer company, you may want to think about using keywords with no feature snippet. A recent survey showed that the top search engine ranking on webpages where there was no feature snippet received 6% more hits than when a feature snippet was present.

10. Mobile Commerce

Mobile commerce will continue to grow in 2022. In 2020, customers spent about $339.03 billion online, and consumers made over 50% of those purchases from a mobile device.

Think about the different payment methods that you are going to offer. In particular:

  • Choose a payment method designed to grow with your business.
  • Select a payment method that allows customers to pay quickly and securely to ensure that you leave your customers happy with their experience.
  • Consider fees charged by your payment processor and how you plan to handle those fees.
  • Pick a payment provider with clear analytics so that you can see how your customers are paying and other data.
  • Pick out a provider offering smooth and timely procedures for payouts, refunds, and disbursements.
  • Make sure that you can easily integrate the provider’s code into your website.

11. Alternative Search Engines

Newscasters and others have made a lot of noise in 2021 about big platforms controlling users too much and collecting data that they do not need, often without users’ permission. Therefore, you need to constantly be tracking which platforms your users are using.

Google has consistently lost market share to other search engines, but over 88% of all users continue to use this platform.

In June 2021, Bing received 1.08 billion unique monthly views. In the United States, Bing has over a 34% market share because it cooperated with Microsoft, and that share is growing. Advertising on Bing is very similar to Google Ads, but their agreements with Microsoft allow them to reach at least 66 million users that Google cannot reach.

There are many reasons that you may want to seek out alternatives to Google. The average small business spends about $8,500 per month on Google Ads, which is too much for many small businesses to handle. Additionally, the cost for each customer that clicks on your advertising can be over $50, and they average about $1.50.

12. Social Messaging

Experts predict that 60% of all customer engagements will happen through social messaging before the end of 2022. You cannot afford to lose those customers to your competitors who have embraced this technology. Social messaging is hugely successful because your customers are already using Facebook Messenger, WeChat, WhatsApp, and other platforms. Therefore, when you advertise through social messaging, you engage your customers where they are already comfortable.

Secondly, customers repeatedly say that they want speed, convenience, knowledgeable help and friendly service. Especially when you combine social messaging with chatbots, it is easy to deliver those elements to customers in wow moments that will quickly capture their attention.

Customers expect a personalized shopping experience, and it is easy to deliver that through social messaging. You can divide your customer list into different segments and send just the right message for where they are in the buyer’s journey and what products are most likely to capture their attention.

Successful marketing is never a one-way street. It is effortless to capture new insights about your customers through social messaging. This allows you to respond to negative feedback right away and helps you capture more sales when the customer is happiest with their most recent purchase.

Recent surveys show that customers expect to engage more with companies through social messaging in the future, and you cannot afford to get left behind.

13. Visual Search

Visual search allows users to capture an image and search for that product online using the image. Over 90% of the data received by the brain is visual, and you need part of those images to be yours.

Visual search is different than image search because the user enters an image without entering any text. Therefore, it is excellent for those marketing in areas where a picture speaks volumes, such as fashion, home décor and travel.

In a world that seems to be constantly going faster than ever, visual search allows users to find items online quicker. Researchers asked a group to find a particular item online. Those using text-based search found the item in two minutes and 31 seconds. Meanwhile, those who used visual search found the item in 37 seconds.

Additionally, marketing with visual search is a fantastic way to sell more to customers. Imagine that your potential customer has found an outfit online that they love. When each item can be visually searched, you can sell them the pants, shoes, tops and accessories. Then, imagine that customer loves everything about the item, but the shoes. You can easily use images on your website to show them different shoes that look great with the outfit.

A massive benefit of visual search is that you can use programs to create tags for you. You no longer have to spend hours trying to decide what words a potential customer would use to describe that item because the program does it automatically for you. This is a huge benefit when it comes to SEO and having the right keywords on your site.

14. Social Media Stories

Over 1 billion people see stories daily on Facebook-controlled platforms alone. Furthermore, people are more likely to swipe or click on links included in stories than on links contained in traditional social media. You have probably seen these stories on apps like WhatsApp, Snapchat, Instagram and Facebook.

There are many benefits of using social media stories, including:

  • Increasing brand awareness
  • Creating more engagement with your followers
  • Cost-effective advertising
  • Increase traffic to webpages
  • Reach a younger target audience

15. Social Commerce

Instagram and Tik Tok are changing the world of social commerce in a big way, and it is likely to become even more significant in 2022. Over 4.48 billion people use social media, and that number has more than doubled in the last six years. Most users are active on at least six different platforms. Find success by positioning your company where your target audience is online. Almost 50% of people in the world use social media.

Secondly, social commerce is a fantastic way to increase your SEO efforts. While there is some debate about the exact numbers, the more you can get people to engage with your social media accounts, the higher your site will rank on search engines if all other things are equal.

Social commerce is a powerful branding tool. You will get authentic engagement that will keep your company at the forefront of people’s minds. Therefore, even if they never place an order when their friends are looking for the products they sell, you are likely to be the first company to pop into their minds.

Social commerce also gives you a platform to build customer trust. As people watch you interact with people who leave comments, they will form a positive impression of your company. This can be key to getting customers to place larger orders.

16. Geotargeting

You may have come out of a business and received a short message promoting a nearby business. This technology, usually based on radio-frequency, can be a great way to encourage people to take a specific action that you want them to take, such as visiting your physical location. While this technology has been around for a while, there are new uses for it worth considering.

You will want to keep in mind several points if you are going to try location-based advertising.

A larger geotarget will cost you more money than a smaller one, but more people may see your advertising. Try setting up several smaller geotargets within 5 minutes of your physical location.

Craft messages that connect with your target audience. Just because someone is in a particular location does not necessarily mean your products will interest them, so you need to create messages that connect with customers.

Your message should give those receiving it a reason to come in. You may want to offer a small discount or a free item if a person responds to your geofence marketing. Of course, you need a compelling call-to-action telling your audience exactly what you want them to do.

Using different types of geofencing helps ensure that you reach the maximum number of people in your target audience. You may want to set your geofencing to only display during a specific time of day or when the user completes a particular behavior. You can also set geofences to show to all people who visit a specific website. This makes them very useful for retargeting customers who have already visited your website or physical location.

 

Setting Your Digital Marketing Goals for 2022

Now that you understand the trends, it is time to set your marketing goals for 2022. To get you thinking in the right direction, consider putting a goal for the year in each of these categories and working on them regularly throughout the year.

As with all goals, they should be SMART goals, which are specific, measurable, attainable, relevant and timely. Then, rate your progress regularly.

  • Mobile-friendly websites
  • SEO
  • Local SEO/Google Maps Optimization
  • Online Reviews
  • Content Marketing
  • SERP Position Zero
  • Alternative Search Engines
  • Mobile Commerce
  • Conversational marketing
  • Chatbots
  • Video Marketing
  • Social Messaging
  • Visual Search
  • Social Commerce
  • Interactive Content
  • Geotargeting

Now that you have your marketing goals in place for 2022, you may feel overwhelmed and wonder how you will accomplish all that you need to before the end of the year. Let us help you meet your digital marketing goals in 2022.

 

References

 

Google Algorithm Changes September 2021

Google Algorithm Update September 2021

If you manage a website, there are some Google algorithm updates and new features that you need to implement. September was a quieter month than the summer when Page User experience rolled out, but you should not have stopped working on your site throughout the month.

Google Discover Rollout

Google is rolling out a new feature that allows people to follow your site and get automatic notifications whenever you post a new article. To take advantage of this feature, you need either an RSS or an Atom feed on your website.

Google Warns Against Republishing Content

Google’s John Mueller once again warned webmasters not to republish content found on another site if they want to rank for those keywords. He says you can share content from another site if you are trying to broaden your audience, but you will not rank well for the chosen keywords.

Updates to Google News

Google will no longer require webmasters to enable amp for their news stories to appear in Google News. Furthermore, users will be sent to the publisher’s site to read the store instead of reading it from an RSS feed.

Google Rolls Out New Automotive Features Section

Google users in the United States can now learn more about the vehicle they are considering straight from the Google search engine page. This feature shows possible prices for different trim levels and various options. Google says they license this content, and it does not come from the internet.

Use Product Structured Markup/ Schema

Google’s John Mueller says that you still should use product structured markup/schema even if you do not have product reviews on your website. You either need reviews, the aggregate rating, or offers to use this markup, but you do not need all three.

Google Adds New Features for Travel and Leisure Businesses

Google has added a new ticket button to their listings of attractions. They are also creating new things to do listings that will include images, reviews, pricing and a booking link that will be shown to users that indicate an interest in an attraction or a particular area. They are also offering a new eco-certified badge for hotel listings.

Google Releases New E-commerce SEO Guide

Google has released a new seven-page e-commerce SEO guide designed to help businesses take their business online. Covered topics include:

  • Understanding where e-commerce content can appear on Google
  • How to share your product data with Google
  • The importance of using structured data in e-commerce
  • How to launch a new e-commerce website
  • How to design a URL structure for an e-commerce website
  • Help understanding an e-commerce website’s structure
  • Learn common UX patterns

Google Search Makes Changes

Google Search has announced that they are rolling out several changes to search result pages. Viewers will now be able to use a “visually browsable” interface. The company has also added more information to their about this result box, including information pulled from a company’s about us page and what others are saying about the company.

 

Sources:

Google Algorithm Updates June 2021

Google algorithm updates

June Google Algorithm Update

Starting on June 2, 2021, Google rolled out a core algorithm update. Unlike regular algorithm updates, these updates are designed to affect every site. The company says that they failed to get parts of the algorithm update ready. Therefore, they will release another core algorithm update in July. It is unprecedented for Google to release back-to-back core algorithm updates.

One of the most significant changes with this core algorithm update is that reference sites moved up noticeably in the search engine ratings. This was especially true of Wikipedia. Google seems to have put renewed emphasis on sites providing definitions to words that users may not know how to define. Likewise, many news sites saw their visibility rise.

One of the biggest losers was travel sites, especially those relying on user-generated data. Often, a site featuring a particular place replaced these websites.

Product review and affiliate sites also saw sizable losses in many cases. In many cases, health, parenting and wellness sites also saw significant losses.

If this update has dinged you, ensure you create unique content designed to meet every possible need of your target audience. Especially with health and wellness websites, ensure that you are linking out to the latest reputable studies.

Page User Update

Google also released a page user update on June 15, 2021, and they say that the rollout will continue through the end of August. Site owners can view their score in the Google Search Console. Remember that this update applies only to mobile sites. Google says that most sites will not see a drastic change with this rollout. They will be looking for several different factors, including:

  • Compliant with core web vitals
  • Mobile-friendly
  • No security issues
  • Must be HTTPS
  • No intrusive ads

A significant change in this update is that AMP is no longer needed for Google to place a story in their news carousel.

Danny Sullivan with Google says that webmasters should not worry too much about this update. He says that it will be used only as a tiebreaker when ranking sites that are close together.

Spam Update
On June 23 and 28, 2021, Google released spam updates. If your site was hard hit starting on those days, ensure that you have not been hit by a spammer. Google claims that they can spot over 90% of these sites and prevent users from reaching them.

As always, if we can be of help to you, please reach out to us.

Top 10 Ways To Boost E-commerce Sales

Increase Your E-Commerce Sales

Moving customers through the sales funnel is key to your e-commerce business. Yet, it can be challenging to connect with them and convince them that you have the right answer to their issues. Since your target audience is never without their smartphones with the internet on it, you must connect with your customers each step of the way. The companies who do it best are successful. Some techniques have proven more successful than others, so you will want to be sure and use them.

1. Connect With Your Target Audience Where They Are

The more you keep your company’s name at the forefront of your audience’s minds, the more likely they are to think of you when they need your products. Almost every company can benefit from posting on Facebook regularly. The best time to post depends on your type of business. Consider these survey results:

  • Consumer goods- Wednesdays at 1 p.m. and Fridays at 11 a.m.
  • Media- Tuesday, Wednesdays and Thursdays at 5 p.m. Friday at 8:30 a.m.
  • Education – Wednesdays at 9 a.m. and Saturdays at 5 p.m.
  • Nonprofits- Wednesdays and Fridays at 8:30 a.m.
  • Technology – Wednesdays from 9-to-11 a.m.
  • Healthcare- Wednesdays from 10 a.m.-to-12 p.m.
  • Finance – Wednesdays at 12 p.m.
  • Recreation – Tuesdays at 2 p.m., Wednesdays at 1 p.m. and Fridays at 11 a.m.

2. Use Influencers to Create Buzz Around Your Company

You can change a lot of people’s minds when the right influencers are promoting your company. If you are a small-to-mid-size company, consider using multiple influencers that have a smaller following. Before hooking up with an influencer, spend some time learning about their followers as you want their followers and your target audience to match as closely as possible. If you are working with a limited budget, adding small influencers can help you attract more attention.

3. Employ Instagram-worthy Photos

While you can find plenty of free photo sites, they will not have the same impact as having a professional take photo of your products. Design each image to have an emotional effect on your target audience. People love to see themselves when they look at your photos, so choose options that feature people like your target audience. Select images that help to emphasize the unique selling points of your products.

4. Utilize Structured Data

On average, creating structured data for each of your web pages increases click-through rates by 43%, impressions by 1% and average position by 12%. Part of the reason is that your site is more likely to get selected for one of Google’s unique features, such as their shopping carts, knowledge panels, and other notable aspects appearing at the top of their page. They make the process simple by offering an easy-to-use tool to add to your code. If your site operates on WordPress, you can even use a tool to take most of the manual labor out of the process.

5. Garner Reviews

Over 70% of customers read online reviews before making a purchasing decision, with the average customer reading 10 reviews before deciding on the product meeting their needs the best. Therefore, you should make it easy for customers to find your reviews by claiming sites where your customers are most likely to look. Create ways to make it easy for customers to leave reviews when they are happiest with your products. Be sure to react to the reviews left regularly. Customers usually ignore reviews written more than three months ago, so you must keep harvesting new reviews an ongoing priority. Depending on your industry, some sites you may want to claim include:

  • Yelp
  • TripAdvisor
  • Better Business Bureau
  • Angie’s List
  • Choice
  • Amazon Customer Reviews
  • Consumer Reports
  • Manta

6. Claim Your Google My Business Page

If you have not already done so, you need to claim your Google My Business page. This location is one of the first places where customers will leave reviews, and you will want others to read those reviews and your responses. Not only does your target audience member see this pop up when they Google the name of your business, but Google is also more likely to pull from this section when they are creating their unique features. Therefore, you should take the time to optimize your listing. Start by filling out your business profile. Take advantage of Google Posts to promote sales, information and other details about your business. As with other reviews, you should be responding to the reviews regularly. You should also write your business description carefully so that it contains your most important keywords without looking spammy.

7. Create a Strong Navigation System

Do not frustrate your customers by making them spend hours on your site before they arrive at the products that they are most interested in buying, or they will head to your customer’s site. Most people look at a webpage in an F pattern. Imagine an F appearing on your page and put the product’s critical details somewhere along that imaginary line. If you have many products to offer, consider letting them lazy load as you only have about two seconds to get your website loaded before your customer heads to your competition. In order to encourage sales, it takes a great product described using your company’s tone by an outstanding copywriter on a well-designed page.

8. Offer a Secure Buying System

Almost 70% of shopping carts are abandoned, but you can do things to lower that number. Start by looking at your additional costs, such as shipping and handling, to see that you have them set at reasonable fees. Offer the customer a small reward for giving you their email address early in their visit and automatically complete this part of the form. Gather only the information that you need to complete the sale. Give your customers an opportunity to checkout as a guest. Allow customers to pay in as many ways as possible. Complete the steps to get an SSL certificate on your site. Provide straightforward ways to reach your customer service and equip the agents to answer most questions.

9. Give Your Customer More Than They Expect

There are many ways that you can give your customers more than they expect. Even if you must raise your prices a little, consider offering free shipping or free shipping over a reasonable dollar amount. Create opt-in offers that allow you to capture their email address. Suggest packages that give customers bargains if they buy more at one time.

10. Make Use of Remarketing Techniques

One of the keys to successful remarketing is to hyper-focus on what pages a customer visited. For example, if a customer reads one blog and left, you will want to capture them with a general message. Alternatively, if the customer visited several pages and looked at products in one of your categories, target them specifically with content fitting that category. Spend some of your resources retargeting customers who have brought from you in the past. Assuming they were happy with their first purchase, they are more likely to return and statistics show that they will usually buy more at one time.

Keep these tips in mind and watch your e-commerce business thrive. If you need help implementing them, be sure to contact us.

Google Algorithm Updates for January 2021

January Algorithm Updates

The new year started quietly for Google algorithm updates. For the most part, it stayed that way throughout the month.

SMITH Algorithm

The company placed renewed emphasis on the SMITH algorithm as the year started. Google designed this tool to help them understand passages within a document. They did not mean it to replace BERT, but for both instruments to complement each other. This change may be huge, especially for researchers, because it may help Google locate more relevant documents for particular topics.

Index Coverage Data Improvements

Google has been quietly rolling out improvements to their indexes since mid-November. This index that you can view in your Google Search Console shows you what Google found when trying to crawl your site. You may have gotten a generic crawl anomaly message in the past, but the company is trying to be more helpful. Now, if there is a problem, you will see:

  • Indexed but blocked – These pages were blocked by a robots.txt when Google tried to crawl them.
  • Indexed Without Content – Google did not find any content when crawling these pages.
  • 404 errors- Google says soft 404 error reporting is more accurate.

Google Page Rankings Influenced by Site Quality

SEO experts worldwide have long debated whether Google issues rankings based on entire sites or if they issue rankings based on individual pages. The answer is a little of both, depending on what information they can discover. Therefore, you need to make sure that it is clear how each page on your site fits into your overall scheme to build your domain authority. You also need to make each page is the best that it can be to get a higher quality score and to impress real people.

We want to help you have a more productive year in 2021. Let us help you move towards your SEO New Year’s resolutions.

5 Signs Your Website Needs Work

If you have been working hard on your website, but you are disappointed in the results that you are seeing, then you may be overlooking some fundamental issues. Taking care of these issues will often help your website rise to the top of the rankings. Your Website is Not Mobile Friendly In a recent poll, […]

Google Algorithm Updates August 2020

Google Algorithm Updates August 2020

In the world of SEO, August 2020 seems to fit the craziness of the rest of the world very well. Drastic changes occurred about August 10, but those were a bug in the system that allowed low-ranking pages to appear at the top of Google’s search engine result pages were reversed in about 48 hours. Google then released a significant algorithm update starting on August 16. Just because it is 2020, this update was released on Saturday night, sending many webmasters back to work a day early. This update undid the minor updates announced during the summer and returned everything to May 2020 levels. This update is good news for many sites that acted like they had COVID-19 throughout the summer. Nonetheless, there are several factors that you need to be concentrating on right now.

Negative Reviews

Google’s John Mueller says that a handful of negative reviews among many happy customers will not hurt a site. He says that it is expected in business, so you should expect it. He went on to say that if most of the reviews are negative, then that is something that Google may pick up on and consider.

Meta Descriptions and Title Tags

Google’s Developer Advocate Martin Splitt says that meta descriptions and title tags give Google a high-level clue about a page’s content. This statement may indicate a change in how Google sees these elements, but Google’s John Mueller still insists that meta descriptions are not a ranking factor. It is time to step up your game on both parts if you want your site to rank well. Duplicate meta descriptions have long been a problem that you need to correct.

Heading Tags

While it does not seem to matter if you use H1 or H5 tags for your web pages, John Mueller sent out strong signals this month that using them is essential if you want your page to rank well. Google uses the headings when indexing, and if you do not have them, then they cannot figure out as well the purpose of your page’s content. Therefore, take the time to optimize your headings.

Unique Compelling Content

In August, Mueller also said that unique, compelling content would get sites ranked higher if the content is high quality. Making the statement in response to a question about the number of outbound links that would hurt a site, he said that assuming that the links are not pointing to a bad place that outbound links were not a ranking factor unless it hurt the quality of content on the page.

Frequently Asked Questions Markup

Frequently asked questions markups are being shown less often by Google in 2020 than in the past. According to Mueller, this is a natural progression as websites are doing a better job presenting content. He also points out that as more sites are using frequently-asked-question markups, they cannot show all of them while keeping about 10 results on the search engine result page.

Let us know if you need help implementing any of these changes. We would love to discuss the particulars of your situation with you.