You are here
For baseline measurement of your site traffic and SEO performance, not only should you have a GA account, along with Google and Bing WMT accounts, but you need to ensure they are set up correctly. They will provide valuable insight on your site’s performance and monitor the factors that affect your site’s SEO.
This blog covers offers tips on getting the most out of GA and WMT, as well as suggests third-party tools that are helpful to improve your SEO. This is part of our blog series on SEO.
Google Analytics (GA) offers all the basic knowledge you need to track your site traffic and evaluate factors that affect your SEO. When set up properly, GA provides analytics on:
- Search Traffic – amount and quality of traffic coming from search engines, including visitor demographics and how they found your site
- Keyword Effectiveness – which keywords are driving traffic and conversions
- Content Performance – which site pages and landing pages are driving the most traffic
- Sales and Conversions – which search results and pages users click on that result in a sale
- Engagement Metrics – which parts of your site have the best/worst engagement metrics
- Rich Segmentation of Traffic – specific segmentation of metrics (e.g. segmenting metrics by device type)
To get the most out of your GA reports, Google offers a setup checklist that includes steps for installing a tracking code, identifying goals for what you want to track, linking to AdWords and/or AdSense, optimizing keywords, and tracking e-commerce performance against keywords and marketing campaigns.
There are a number of common mistakes made with GA setup that can significantly skew your results – and therefore, the quality of the data you’re using. For Google Analytics to be effective, you need to make sure you filter out fake traffic from botnets and avoid using too many profile filters. Also, it’s a good idea to use other analytics tools to double check your GA numbers. For more on common mistakes to avoid when setting up Google Analytics, watch this SLI recorded webinar.
Webmaster Tools are both Google Search Console and Bing Webmaster Tools. Webmaster Tools (WMTs) provide you with important information needed to monitor factors that will influence your site’s SEO. WMTs go beyond Google Analytics to provide insight on how your site is viewed by search engines. It will notify you of broken links, crawl errors, HTML errors and other potential problems. You’ll most likely want to set up Google Search Console first. With recent changes to traffic distribution, however, Bing’s Webmaster Tools (showing data for both Bing and Yahoo!) should not be ignored.
To decide which WMT to focus on first, check your GA statistics for insight into which organic search sources drive the most traffic to your specific site. Then set up your WMT account. SEO expert Bruce Clay has a free online newsletter that goes through the WMT set up process in detail. Or you can get yourself started with Google at www.google.com/webmasters/tools.
Once your analytics, Webmaster Tools, site pages and URLs are properly set up, it’s time to monitor, tweak and repeat on a regular basis. Your Webmaster Tools will become your best friend, as they offer insight into how you can increase the positive signals and reduce the negative signals that will affect your site’s SEO
Third-party SEO Tools
There are hundreds of third-party tools available to further improve your SEO. Take a look at a few of these resources to see what might work well for you. Also, don’t forget to look at what third-party tools your direct competitors are using – if they’re more successful than your site in SEO, it’s a good idea to know what they’re doing to get there.
Here are a few third-party SEO tools that are popular:
- Moz, SEM Rush, Search Metrics: Several inexpensive, powerful tools that track your ranking of keywords over periods of time include Moz, SEM Rush and Search Metrics. These tools can also show you when a competitor started a campaign that targets your keywords.
- SpyFu: For between $79 and $1,000 per month, SpyFu shows you your competitors’ most profitable keywords and ads. This offers insight into their success so you can build a strategy to beat them at it!
- Screaming Frog: This low-cost tool crawls your site and provides an onsite SEO audit so you know where to improve SEO elements like URL, page title, meta description or duplicate page issues. Screaming Frog can also reveal issues with your site navigation and discoverability of content.The free version may be sufficient for spot checks. Make sure your site can sustain the load the tool might generate.
- Google Instant Search: For an incredibly simple, free tool for keyword discovery, start typing a keyword into a Google search box to see which suggested, common search phrases pop up first. As an example, when you type “pants for,” you’re shown different suggestions than when you type “jeans for.”
- Ubersuggest: Another easy-to-use tool for keyword generation, Ubersuggest.org is a free resource where you can plug in keywords, choose a language and source, and receive further keyword suggestions.
For more on improving your site’s SEO, please download our free white paper, “How to Get the SEO-driven Revenue You’re Missing.” Also take a look at SLI Systems’ solution for improving SEO, SLI Site Champion.
Like many, I wasn’t planning on a shopping spree this week, but now I feel it’s unavoidable. I started making a mental wish list as soon as I heard Amazon’s Prime Day described as “more deals than Black Friday.”
Now with Walmart and others joining the frenzy, Wednesday will be a must-not-miss shopping day. Just like that, the power of the words “Black Friday” have magically created a shopping holiday on a normal weekday in the middle of the year surrounded by no real shopping occasion.
Of course, Christmas in July sales aren’t new, and there’s a reason they work. We aren’t feeling the pain from last year’s holiday purchases and we aren’t yet concerned about saving for the upcoming holiday season, either. In fact, it’s the perfect time to buy something you’ve been eying for yourself.
While many retailers have mid-summer sales, the idea of many retailers having them at the same time creates an event – and compels shoppers to buy. (Think of the original Black Friday and Boxing Day.)
But why should Amazon and Walmart have all the fun? It’s not too late to ride the tide of Prime Day with your own better-than-Black-Friday sale. The beauty of online retailing is merchandising can be changed quickly based on what’s trending. In this case, it’s a mid-summer sale, and I say, the more the merrier.
Amazon’s practice of misleading customers with search results is again on trial, after the 9th Circuit U.S. Court of Appeals overturned a lower court ruling on a trademark infringement suit by Multi Time Machine, Inc. (MTM).
MTM charged Amazon with infringing on its trademark by creating “a likelihood of confusion” when customers search Amazon for “MTM Special Ops Watch,” which is the name of a military-style watch sold by MTM. Amazon uses the MTM Special Ops name multiple times on search results pages, even though they do not sell MTM watches.
Now MTM is entitled to a new trial, or Amazon may try to settle. Either way, it’s time for Amazon to stop fooling its shoppers. Whether they win or lose the case, Amazon should think more about site search best practices that will win loyal customers.
Here’s some advice on how Amazon and other retailers can expertly handle searches that turn up zero results:
- Be honest. Search results should never be tricky. The search box is the one area of your site where customers get to tell you exactly what they want. Smart retailers either give customers what they ask for or apologize for not having it. If you mislead customers into looking at other items, they’ll soon realize that you aren’t showing what they want. They’ll feel fooled and will leave frustrated.
- Think of the customer experience first. Online businesses depend on repeat customers. You’re not a temporary pop-up shop trying to get quick impulse buys without the concern of having buyers return to your store. When you show customers that you understand what they’re requesting and you’re doing your best to help them find it, it builds lasting respect.
- Be smart about merchandising on no-results pages. When you don’t have the specific product or brand that a customer requests, you can still offer alternate items without insulting his or her intelligence. There are a number of possible responses, like “We’re sorry we don’t carry items from that brand, but the following brands are popular with our customers.” In the case of MTM watches, Amazon should state up-front: “We don’t sell MTM watches, but here are similar products you might like.”
- Give suggestions for better search results. Sports Authority handles the no-results page by offering a “Did you mean _____” suggestion, along with the text: “You may have typed your word incorrectly or are being too specific. Try using a broader search phrase or try one of our most popular search phrases,” followed by a word cloud of popular searches.
- Reduce the number of no-results pages. Be sure your site search provider includes synonyms and alternate spellings in your search to reduce the number of “no result” searches. After implementing this practice with SLI Systems Learning Search®, Sports Authority saw a 300% reduction in no-results searches.
- Study the search terms that end in no results. In its Big Book of Site Search Tips, SLI encourages clients to review their Top No-results Search Report regularly to see what customers look for that does not come up in search results. Paying attention to no-results searches often uncovers opportunities for new items to add to the inventory. It also allows businesses to craft creative responses to a specific no-results result.
Beyond potential legal ramifications, Amazon should change the language on its search results pages for the sake of delivering what customers want. Other retailers can follow best practices from the start, and not have to worry about trademark infringement.
The U.S. Supreme Court opened a new opportunity for merchandising on Friday, June 26. Whether or not you agree with the 5-4 decision making same-sex marriage legal in all 50 states, it’s undeniable that it’s a prime marketing opportunity for retailers. Earlier this week, Multichannel Merchant published more than 20 examples of “How E-commerce Responded to the Marriage Equality Decision.”
For e-commerce businesses wanting to capitalize on the surge of online shoppers looking for items related to gay pride and same-sex weddings, below are my recommendations:
- Watch and respond to top search terms: Pay attention to changes in shopper behavior over standard baseline behaviors prior to the Supreme Court ruling. In particular, look at search keywords for new or increasingly popular terms. For example, a jeweler may see a sudden spike in a phrase like “men’s engagement ring.” Because the search box is the one place on your site where shoppers can articulate their shopping missions without being channeled by your site navigation, search terms are strong early indicators of changes in shopper intent.
- Consider which products are a fit. The types of products you offer will vary based on your industry segment. The above example cites a change in jewelry preferences, but a florist may see an increase in desire for rainbow floral arrangements or a party supply retailer might sell more rainbow-colored decorations. You may decide that none of your products logically tie in to this current event, in which case you’ll want to wait until you have related products or skip this merchandising opportunity entirely. Shoppers are less likely to respond to a promotion that seems forced.
- Look at top search terms with poor click-through rates. Search terms with low click-through rates can identify recent demand that your site and inventory are not meeting. Sometimes you can solve these shortcomings simply by adding synonyms to your database. Other times you can address them with special promotions or merchandising information. In the long term, these terms may reveal new areas for inventory expansion.
- Create just-in-time merchandising campaigns. Create campaigns for products expected to be popular among supporters of gay marriage. Use custom banners and landing pages or even tune search results and recommendations to more ably direct shoppers to the products they are likely to want in this area. For example, a retailer may create a custom landing page around a phrase like “Pride party” with a themed banner and curated product results.
- Remember SEO/SEM. Keep your SEO/SEM team apprised of top trending terms to ensure your keyword strategy is up to date.
Among the SLI Systems customer base, we have noticed the word rainbow coming up as a term with poor results so far this week. We advise appropriate retailers to examine the word rainbow specifically to see if it is a trending term that deserves one of the responses detailed above.
Current events, as well as holidays, seasons and trends, are great positioning points for retailers. If you keep an eye on what your shoppers are already searching for online, you’ll find an endless number of ways to merchandise your products.
For more merchandising strategies to drive your online revenue, download our white paper “Use Site Search Data to Improve Merchandising.” Also, take a look at this video to see what you can do with our latest merchandising solution, SLI Landing Page Creator.
Summer is officially here. But before your shoppers can splash in the pool or lounge on the beach, there is one necessary item of attire that must be purchased – a bathing suit.
Is there anything quite like bathing suit shopping? Or should I say, is there anything quite like purchasing undergarments to wear in public in front of friends, their husbands and their children?
Traditionally, beachgoers could look forward to the following shopping experience:
1. Drive to the store.
2. Locate the ever-disorganized bathing suit selection.
3. Find a print and pattern that isn’t revolting.
4. Rifle through racks for the correct size.
5. Head to the fluorescent-lit dressing room walled with multiple, full-length mirrors.
6. Try it on. Hate it and deeply regret not sticking to those lose-weight-get-in-shape New Year’s resolutions.
7. Exhaust all options at that store.
8. Repeat the entire process, losing hours (and a good portion of self-esteem) in the black hole of bathing suit shopping.
Could someone please bring me a mai tai? I’m having anxiety just thinking about this.
Luckily, we live in the era of online shopping. Smart and thoughtful online retailers have the opportunity to transform the bathing suit buying experience into something that feels like a vacation. Here’s how:
1. Showcase your summer selections with editorial-style landing pages. You can create an entire poolside look – hat, sunglasses, bag, skirt, sandals and bathing suit – and drive potential shoppers directly to the tailored landing page by using dedicated URLs in email campaigns, social media posts or pay-per-click advertising.
2. Guide visitors to the perfect suit with a product finder that feels like a personal shopper. By asking a series of questions, you can lead shoppers to a great selection based on budget, style and even body type. For instance, one shopper might want a bikini under $80 to show off her athletic frame while another might want a one piece that will make her look 10 pounds slimmer regardless of the cost. Either way, your shoppers will appreciate your expert guidance.
3. One swimsuit definitely does not fit all. Make sizing simple and boost buying confidence by including measurement guidelines. Taking Shape does this right with an easy-to-understand sizing chart on its website tsplus14.com.au.
4. At a minimum, visitors should be able to search by style, color and size. But make sure they can also easily see what’s in stock along with ratings and reviews. No point in falling in love with a suit that’s not available in your size, and a rave review (“I look so good in this thing it’s all I wear!”) can help seal the deal.
5. Save the day with in-store pick up. As an online retailer with brick-and-mortar locations, giving shoppers the ability to shop online and find the item at the nearest location is a serious convenience, especially for those who may have delayed shopping until the day before the big swim party.
Let your shoppers save the mai tais for the beach by giving them a bathing suit buying experience that’s truly relaxing!
There is a compelling correlation between well-ranking webpages and them having user friendly URLs. Therefore, improving your site’s URLs is one of many simple ways you can optimize your SEO. Just follow these guidelines:
Identify the Top Keywords to Use – In the actual URL, use keywords that summarize the topic and content of the page. These are often the same keywords as used in the page titles. Making URLs SEO-friendly starts with the discipline of creating quality content where each page is focused on one main topic that can be described in 1-3 words.
Keep the URL Short – Use a few keywords only to keep the URL as short as possible. Any keyword required to state the page topic should be in the URL but nothing else. This not only helps in SEO, but also makes it easy for users to copy and paste or even remember the URL.
Use Real Words – Avoid use of numbers, special characters (with the exception of hyphens, which are recommended to separate words) or made-up words – unless they are a key component of your brand. Only use words that someone might search for. Try to stay clear of URL query strings (URL part following a “?” towards the end of the URL) entirely.
Remove Articles – Take out unnecessary words like “the,” “and” and “an.”
Use Hyphens – A simple hyphen is the best way to separate words; they’re found to be easier to use and to read than an underline mark, period or white space between words.
Use a Consistent Case – Be consistent in whether you use lowercase, uppercase or camelcase words in your URLs. Whichever you choose, follow the same style for all.
Avoid Canonicalization Issues – These issues can arise when multiple URLs direct to the same webpage. Most home pages, for example, can be called up by using any of the following structures:
However, you want to choose one preferred URL for each page and have the others use a canonical tag. Otherwise, your page authority for these pages can diminish, which negatively impacts your SEO. In addition, you are waiting crawl capacity that might prevent some pages from getting crawled.
Generally speaking, canonicalization issues are considered bad website design, and once they are spotted by Internet search engine bots, it will negatively impact the rankings of the entire site. It is common for duplicate content issues to be canonicalization issues in disguise. If content moves, you should set up a 301 redirect from the old URL to the current page. By grouping the duplicate pages together in this way, their combined ranking signals work together for better overall search engine ranking.
We will continue with this blog series on Improving Your E-commerce SEO. Please subscribe to our blog to ensure you are informed about new posts. Also, download our free white paper, “How to Get the SEO-driven Revenue You’re Missing” for more best practices on improving your e-commerce site.
SLI has been at every IRCE for the past 11 years, but this year was especially exciting as we hosted a live podcast from our booth, over-packed a room at Lawry’s for an invitation-only retailer dinner, revealed our latest merchandising solution and shared cocktails and e-commerce tips among many new friends, as well as existing customers.
The SLI booth was buzzing with activity – and with the enjoyment of free margaritas during the Tuesday night cocktail hour! Throughout the show, we offered live demos and taped podcasts with customers including Dollar Tree, Yarn.com, Carolina Rustica, Steiner Tractor and Zachys Wine and Liquor. Subscribe to this blog’s RSS feed to be sure you don’t miss these podcasts, which offer advice and success stories from top retailers.
Hundreds of retailers approached us, seeking to understand how SLI can help them increase top-line revenue. Many wanted to hear about SLI Landing Page Creator, which makes it easier than ever to create SEO-friendly landing pages that display learning-based search results. Retail Touchpoints offered a nice write-up on how 2 Wheel Parts supply is using Landing Page Creator in PPC campaigns and other promotions.
We had many discussions about the increasing importance of video and other non-product content for retailers; there was a great deal of interest in how we integrate this content into the rest of the online purchasing experience. (We happen to have an e-book on this topic, “How Creative Content Convinces Online Shoppers to Buy.”)
Other retailers were interested in SLI Mobile, especially after seeing the effect of Google’s “Mobilegeddon” algorithm change in April. We also met up with long-time industry partners and established new partnerships at the show.
In short, IRCE 2015 was a great success. We look forward to working with both our newest customers and our long-time fans to ensure the rest of 2015 is filled with rising revenue.
We’re excited to announce the launch of SLI Landing Page Creator™, which offers new enhancements for merchandisers to speed the path to purchase through targeted landing pages. Landing Page Creator completes the SLI Merchandising suite with the ability to build and customize content to include handpicked products and integrated banners or visual, editorial-style pages.
We built SLI Landing Page Creator with merchandisers in mind: it’s simple to create, schedule and deploy custom landing pages that power your omnichannel marketing – through social media, email, pay-per-click ad campaigns and in-store applications. Additionally, merchandisers can create clean URLs and fine tune SEO with custom keywords, page descriptions and social media meta data, all within a simple drag-and-drop interface.
We’re also excited to let you know that landing pages utilize SLI’s Learning Search technology to include product lists that automatically update to reflect real-time changes in pricing, availability and product attributes.
You can offer shoppers unique, curated product sets that will appeal to their interests, new trends or other promotions and ensure that they are accessible to the way they shop – from mobile, social and email. Empower your merchandising team to make quick merchandising decisions and track the success of campaigns with real-time reporting and analytics.
If you’d like to learn more about SLI Landing Page Creator, click here.
This is the first post of a blog series on how to improve SEO on your e-commerce site, so it makes sense to start with the basics: some main SEO terms and descriptions of various SEO disciplines. If SEO is what you do for a living, you’ll know these inside and out. But for those working in e-commerce with only partial SEO knowledge, this is a good place to start.SEO Terms You Should Know
Bot – also referred to as a spider or crawler, a bot is a piece of software used to crawl your site. Internet search engines use them to gain an understanding of your entire site and its individual pages. There are desktop-specific and mobile-specific bots. Well-behaved bots identify themselves with a unique “user agent” string that is logged as part of the page request in your web server’s access logs.
SEO – search engine optimization – the practice of increasing the quantity and quality of the traffic that you earn through the organic results in Internet search engines. (Rand Fishkin, “What Is SEO,” Moz).
SERP – search engine results page – the page on which Internet search engines (e.g. Google, Bing, Yahoo!) show search results after a visitor submits a query.
Ranking Factors – there are many ranking factors that search engines consider to determine your SERP position, including basic document relevance (relevant terms, word count, proving words), number of backlinks, site speed, anchor texts in internal and external links, engagement signals (bounce rate, time on site, pages visited per session), support for mobile devices, domain authority, etc.
Index Size – the number of pages you have listed in Internet search engines. There are two index sizes – the number of pages an Internet search engine knows about and the number of pages it has actually crawled and can send its visitors to. The first number is significantly higher (in particular for e-commerce sites) than the second and can result in unfavorable “large index size” messages sent to your Webmaster Tools account.
Snippet/Rich Snippet – the listing shown on a search engine results page below the title is a snippet; other details added to the snippet (e.g. review stats, price, availability, etc.) make it a Rich Snippet. A Rich Snippet causes your listing to be larger and appear more predominant on the SERP. In addition, the larger your listing the further it pushes down your competitors’ listings and the more likely it is to catch the attention of a searcher.
Rich Snippet Markup (RSM) – code elements that are added to the HTML of the webpages showing product or other information. RSM allows the Internet web engine crawlers to better understand the information shown on the webpages. If the information on the page is well understood and the page itself is considered RSM-relevant, the search engine might honor this with a rich snippet on the SERP or it might improve the ranking of the page containing the RSM.
DA, or Domain Authority – this term was coined by Moz but is widely used in the SEO community. DA is the best prediction for how a website will perform in SEO rankings. It’s used to compare one site to another or to track the strength of your site over time. The collection of domain-level ranking factors determine a site’s domain authority.
PA, or Page Authority – this term was coined by Moz but is widely used in the SEO community. PA is a metric predicting how well a webpage will rank in Google’s search results for a particular search phrase. A collection of page-level ranking factors determine a site’s page authority. The same page will have different PAs depending on the search phrase for which the page ranks.
Penguin / Panda / Hummingbird / Pigeon – a series of major algorithm updates from Google focusing on different aspects of ranking webpages.
- Penguin focused on identifying and rewarding sites with a high number of legitimate inbound site links, while also identifying and penalizing sites with spammy “black hat” inbound links.
- Panda focused on interpreting which content is of high quality. It allows Google to reward pages that have highly relevant content and penalize those that use black hat practices such as content spinning or keyword-stuffing to try to give a higher SERP ranking to irrelevant content.
- Hummingbird focused on measuring the semantic relevance of webpage content in relationship to search queries. It focused on “intent” and not so much on exact keyword matching. It is less about what searchers are asking for and more about what they actually want.
- Pigeon focused on identifying localized content and giving higher rankings to localized content searched for from a corresponding region.
Meta Description Tag – an HTML attribute that describes a webpage’s content and is frequently used on SERPs. A well-written meta description is important for gaining high clickthrough rates, as it sums up the information on the webpage. The meta description tag should be unique for each page on your site to improve its efficiency (Moz).
Title Tag – an HTML attribute often used on SERPs to provide an accurate and concise description of a page’s content. One popular format is to include the following three elements, in this order:
- 1) primary targeted keyword 2) secondary targeted keyword 3) | your brand name
- Example: Fashion Jewelry | JewelsRUs
WMT, or Webmaster Tools – Google (Google Webmaster Tools – GWT) and Bing (Bing Webmaster Tools – BWT) provide tools that allow webmasters to check the performance of their sites, monitor any crawling and indexation issues, test certain aspects of their sites affecting indexation and apply configuration to the way the search engines treat site information. Understanding the information provided within WMT is crucial to understanding the performance of your site.Types of SEO Activities
There are various SEO disciplines or activities, each of which has a number of significant subdisciplines. Here’s a brief summary of each discipline and how it may be used to improve SEO on e-commerce sites. Not all activities need to be executed all the time, but it is a good idea to consider these items as a checklist when working toward optimizing your website.
On-page and off-page SEO: On-page SEO is any activity, on individual pages or the entire site, which is completed in an effort to boost ranking in Internet search engines (e.g. optimizing h1 tags). Off-site SEO is not related to the site but will cause ranking improvements indirectly (e.g. link acquisition, brand management, etc.).
Technical SEO: This encompasses any activity performed to ensure the site is technically sound so that bots can crawl it efficiently and effectively. Technical SEO is mostly on-page SEO and excludes content creation.
Local and international SEO: Local SEO focuses on ensuring high rankings for searches with local intent. International SEO focuses on sites with multiple geographic locations and possibly different languages. The aim is for the site to rank well in each target market and to avoid duplicate content issues.
Content creation and marketing: This discipline focuses on identifying relevant topics, creating highly engaging site content and ensuring this content is reaching target audiences. Content creators should keep in mind that great content doesn’t always yield immediate SEO results. As an example, it can take years of quality blogging to establish a new site’s domain authority. Content must be created and marketed to reach its audiences and provide an SEO benefit.
Site analysis/audits: This includes looking at specific metrics to identify why your site or competitors’ sites are ranking or not ranking well for particular phrases or topics. Site audits also typically focus on technical SEO and link profiles.
Competitive analysis: This includes the practice of understanding why competitors’ websites rank well for particular phrases or topics. This information is valuable for identifying how you can rank higher than your competition. It might also help you understand the level of effort required to outrank your competition on particular phrases or topics.
Brand management: This is the practice of ensuring your own brand is perceived well in all target markets or market segments. The higher the brand awareness for your business, the stronger your domain authority.Come Back for More
Return to this blog in the coming weeks to learn specific ways you can use SEO to increase your e-commerce revenue. Also listen to our recent Webinar: How to Get the SEO-driven Revenue You’re Missing.
Search Engine Optimization (SEO) is just one practice out of many in your tool belt. Unless SEO is your full-time job, it’s nearly impossible for you to fully keep up with the details of constant algorithm updates that affect your site’s rankings, like the recent mobile-friendly updates from Google and Bing (a.k.a. “mobilegeddon”).
Plus, it can be difficult to know which SEO-related activities can drive more revenue without causing damage to your site’s rankings.
To help, I’d like to present our new SLI Systems white paper, How to Get the SEO-driven Revenue You’re Missing.
The easy-to-use 22-page guide will help you identify what’s possible with SEO and start on the path to improvement. Whether you have an in-house expert, use an outside agency or need to learn how to do basic SEO on your own, this paper will help you know where you want to go with SEO and outline the main steps to get there. Topics covered include:
- Why you need to pay attention to the changing SEO landscape
- A review of the basics: Top SEO principles
- Two SEO tools you need to set up correctly before doing anything else
- Six steps to improving the SEO of your e-commerce site
- Major SEO “no-no’s” that can damage your site’s reputation
- New streams of SEO-driven revenue most retailers miss out on
- How user-generated SEO increases traffic and conversions without negative SEO
At SLI Systems, our search and SEO experts continually monitor and improve the on-site search of more than 1,000 client sites in the e-commerce industry. With more than a dozen years in business, we have gained unique insight into SEO best practices and opportunities, and we’re happy to share them with you.
Enjoy our new white paper now, and stay tuned to this blog for more articles on the topic of SEO in e-commerce.
You found your niche in the lucrative (albeit lackluster) world of B2B e-commerce. It’s been great. Your clients don’t need anything fancy, you say. You can hum along with a website that walked right out of 2008 and it doesn’t matter. Because really, your customers aren’t here to shop (not in the traditional, show-me-something-pretty way). They just want to buy what they need and get back to work.
But here’s the thing: If you aren’t making it lightning fast and super simple for your customers to find and buy what they want, somebody else will. Somebody named Amazon. As Amazon launches “Amazon Business,” B2B sites would be wise to step up their game. Here’s how to get started:
- Start with search. Compared to non-searchers, searchers have an 11% higher average order value and a 2.7 times greater conversion rate, so it’s important and revenue-boosting to listen to what they say. Site search is key. If people quickly move from search to navigation or leave your site altogether, your site search isn’t doing its job. Good site search delivers relevant results fast.
- Showcase your expertise. You’ve created a virtual library of case studies, blogs, consumer guides and videos – all with the hope of educating and converting your prospects into customers. But can they find any of it? Andersen Windows is a good example of how to deliver search results with a wow factor. Type “French doors” in the search box, and you’ll get products along with support information, technical documents, photos and videos. Using SLI Learning SearchTM, Andersen Windows makes all of its non-product information incredibly easy to find.
- Be open to possibilities. At Spectrum Chemical, the search box invites users to input “Product Name, Catalog Number, Manufacturer, CAS #” – a confidence-boosting move that makes users feel they can’t go wrong. Smart search will allow you to create appropriate synonyms and tune your results so that visitors find what they are looking for, even if they type it in slightly different ways. Technical specifications and measurements are a great example. For instance, if someone typed 2.5, 2 ½ or 2-1/2, you’d want them to get the right results. In addition, features like SLI Rich Auto CompleteTM help people know they are on the right track by showing results as soon as they begin typing.
Remember, your search box is where your customers tell you exactly what they want in their own words. Advanced site search will give you the ability to easily pull reports and spot trends, like your site’s top search phrases and those ending in “no results.” Use this data to tailor your merchandising efforts and make it easier for visitors to find what they want to buy. Because being B2B is no longer an excuse for not delivering the very best to your customers.
Guest blog by Gian Genovesi, e-commerce account manager for Briteskies, an SLI partner
Many people think of interactive marketing as a priority for B2C e-commerce organizations, but not as relevant for B2B. This is not the case. The essentials of interactive marketing are just as applicable to B2B e-commerce as B2C, and in fact, the interactive marketing strategy should not differ between the two markets.
Just as in B2C, there is a tendency for B2B e-commerce companies to focus on solely SEO and SEM, which our e-commerce delivery lead, Gian Genovesi, equates to a sports team focusing exclusively on scoring as many points as possible. Increasing the points your team scores, similarly to the traffic your site obtains, is a factor of success, but in no way the end-all-be-all in e-commerce success. After all, of the top ten scoring offenses in NFL history, only one has won the Super Bowl.
While SEO and SEM are effective ways to drive traffic, traffic is only one variable in the e-commerce equation and should not be the sole focus. There are four aspects to consider when creating tactics for increasing the revenue of your e-commerce site, and paying attention to all of them together is far more impactful than honing in on just one.
In its most basic sense, traffic is simply visitors to or hits on your website. However, it is important to consider where this traffic is and should be coming from just as much as its volume. Are you attracting the right kind of traffic? You want visitors coming to your site from related or otherwise beneficial sites, which helps turn visits into conversions.
Some B2B-specific tactics to ensure that you are getting views from the right places include:
- Organic SEO
- Pay-Per-Click Advertising
- Content and Inbound Marketing
- Online Display Advertising
- Social Media Advertising and Networking
- External Link Building
- Off-Line Advertising
2. Conversion Rate
This is, of course, is the number of people becoming customers or clients out of the number of people visiting your site. The industry standard is 1%-3% of visitors becoming customers, but it is also important to consider who is converting and what is incenting them to convert, not just the percentage alone.
User experience is always the first factor in the conversion rate of a site. The employees purchasing for their company during the workday are the same people who go home and shop online for themselves in the evening, and they deserve a consistent and user-friendly experience no matter which context they are in. Important factors to keep in mind are:
- Pertinent Search Results
- Relevant Layered Navigation
- Ratings and Reviews
- Automated Email Reminders
- Online Chat and Immediate Customer Service
3. Average Order Value (AOV)
Now that you have your site visitors becoming customers, how do you entice them to buy more? In B2B, there is often more involved in someone increasing his or her order value than just adding another item to the cart. Business purchase decisions often require more time and input from more people than the typical B2C purchase, so it is important to keep B2B-specific tactics in mind, including:
- Personalized Marketing based on Customer Segmentation
- Cross-Sells and Up-Sells
- Pricing and Promotions
- Search Results and Weighting
- Product Subscriptions and Bundling
4. Customer Lifetime Value (CLV)
If a customer has trusted you enough to purchase from your e-commerce site once, how do you get them to convert again? They chose your product or service and gave you their payment information, so how do you entice them to keep coming back?
The best way to increase CLV is to reward customer loyalty. When attempting to re-engage with a previously converted customer, you want to be memorable, but not annoying. Some resources to use to increase CLV in B2B are:
- Favorites Lists
- Reward Points
- Special Offers and Private Sales
- Social Media Broadcasting
- Frequent Buyer Programs
- Recurring Orders
Focusing on these four pillars of interactive marketing, instead of developing a singular focus on one, will significantly improve the chances of your B2B e-commerce site seeing success in the online marketplace.
About the Author: Gian Genovesi is the e-commerce Account Manager for Briteskies. He has a fiery passion for serving and aiding clients in fully leveraging the value, features, and functions of their e-commerce systems. With a myriad of experience in leveraging e-commerce systems and their wide array of supporting systems and strategies, Gian constantly strives to put his clients in an optimal position for success in the online channel.
About Briteskies: Headquartered in Cleveland, Ohio, Briteskies is a full-service solution for e-commerce, enterprise software, iSeries, and the integration of these business-critical systems. We assist our customers in bringing their brands, products and services to the online marketplace. We’re a Magento Silver Solution Partner, Premier IBM Business Partner and a JD Edwards Gold Partner with iSeries Application Specialists and an in-house JD Edwards practice.
Mobile commerce is exploding! The majority of traffic to e-commerce stores is coming from mobile devices (Shopify 2014) and mobile commerce is growing three times faster than overall e-commerce. In its “Spotlight on Modern Retail 2015,” NRF found that during the first three quarters of 2014, retailers reported their mobile sales grew a whopping 87 percent!
Well aware of the growing mobile masses, on April 21st Google expanded its mobile-friendliness ranking signal to reward mobile-friendly sites with higher search rankings and demote those that fail its test. (a.k.a. “mobilegeddon,”). While the full results are still to be seen, action by many online retailers is still needed. To guide developers, the search giant also provided them with the top things to know when building a site for mobile devices. Here’s how e-commerce site search fits in and can help contribute to your mobile success.
Google’s #1 recommendation for building a mobile-friendly site is: Make It Easy For Customers. Heavily contributing to the ‘mobile-friendly’ signal is whether or not visitors, after landing on a mobile page, can easily complete the tasks they want to accomplish by solely using the mobile site. For instance, when visitors using smartphones search for new running shoes on Sports Authority, the company’s mobile-friendly site helps them easily find and buy the shoes they want, which in turn will now help Sports Authority fare better in Google smartphone rankings.
Mobile-optimized site search helps retailers connect shoppers with the products they’re seeking, making it easy for mobile visitors to find, research and/or complete a purchase (their main objective). Given mobile’s space and speed challenges, the search box is the best gateway to finding products and content on mobile sites. That in turn has a big impact on engagement metrics such as conversion rates, bounce rates, average time on site, average pages requested per session and more, which affects its ‘mobile-friendly’ signal and mobile search ranking.
Helping site visitors easily complete their objectives now has a direct impact on mobile search rankings, making good site search more important than ever before.
#2: Measure Effectiveness
Google’s second recommendation for building a mobile-friendly site is: Measure The Effectiveness Of Your Site. Optimized site search is a vital part of delivering a satisfying shopping experience to mobile users as it helps visitors quickly and easily engage with the site – often increasing conversion rates and average order values, and lowering bounce rates. Leading e-commerce companies, including international cosmetics brand e.l.f. Cosmetics and specialty retailer WebUndies.com, have experienced impressive measured results with mobile-optimized site search.
Lesley Klein, director of e-commerce at e.l.f. Cosmetics, reported: “Conversion for mobile visitors using site search is four times the rate vs. mobile users who don’t use search. With 30% of our online traffic coming from mobile devices, we’re providing a seamless shopping experience no matter how or where people come to e.l.f.”
Terri Hunsinger, co-owner at WebUndies.com, found: “Mobile site search has been very effective in bringing 2,500 products to the forefront for customers who are trying to search on small devices where it can be difficult to see our broad product selection. People are spending more time and more money and are more engaged because of the accurate search results they are seeing.”
As with sites like e.l.f. and WebUndies.com, optimized mobile sites make it easy for customers to shop. Whether Mobilegeddon ends up significantly impacting SEO or not, your optimized mobile search will strongly contribute to better online shopping experiences and conversions.
SLI Receives Magento’s Highest Partner Honor
Last week at Magento Imagine, SLI received the “2015 Magento Technology Partner Spirit of Excellence Award for North America.” The annual award recognizes partners who have delivered exemplary service to Magento clients. Evaluations are made across a number of critical elements such as commitment to quality deployments, merchant satisfaction, growth, penetration in emerging markets, innovation and strategic planning.
Magento is the provider of the world’s fastest growing e-commerce platform. We are thrilled to partner with them in providing SLI Learning Search Connect™ as an easily downloadable Magento extension.
Also in 2015, SLI has received other distinctions stemming from the company’s dedication to achieving high ROI for its customers and its commitment to exemplary service for its partners. This follows a record year of awards for SLI, which received a total of 10 awards in 2014 for technology, customer-use scenarios, and customer support. We are proud to acknowledge these accolades for 2015 (and it’s only April!).
SLI Customer Wine Enthusiast Receives Retail TouchPoints 2015 Retail Innovator Award
Wine Enthusiast’s CMO Glenn Edelman was named a winner of Retail TouchPoints 2015 Retail Innovator Award. Wine Enthusiast uses SLI Dynamic Product Banners™, which automatically displays banners with items related to a visitor’s original web search on product pages. Edelman will be recognized at the Retail Innovation Conference, June 16-17 in New York City.
“With SLI Dynamic Product Banners, visitors are more prone to stay and buy from our site rather than clicking back to Google where they could end up on a competitor’s site,” said Edelman. “In fact, when visitors interact with the banners, we see a 48% increase in revenue-per-click and a 14% increase in conversion rates. The banners also have a real impact on lowering bounce rate from the site’s landing pages.”
Read more about their success in our Wine Enthusiast case study.
SLI Customer Lakeshore Learning Recognized by eTail West for Search Excellence’
Lakeshore Learning, supplier of school supplies for preschools and elementary classrooms, was named a 2015 finalist in eTail West’s Best-in-Class Awards for ‘Search’ innovation and excellence. By implementing a rich set of features and refinements by SLI, Lakeshore Learning has been able to improve its site’s customer experience and offer personalized products relevant to shoppers.
As discussed in our Lakeshore Learning case study, the company used SLI Learning Search™ and SLI Site Champion™ to make even more of its content easy to find.
“Multi-faceted search allows customers to quickly narrow down hundreds of products and still maintain a clean and robust search experience,” said Sam Sarullo, VP of E-commerce at Lakeshore Learning. “Personalizing the site to draw people into areas most helpful for them has been a big improvement. Since implementing Learning Search™ we have seen double-digit online revenue growth, while average order values went up 30 percent and conversion rates rose nearly 19 percent.”
Site Champion™ dynamically creates SEO landing pages based on actual user searches that are indexed by Google and other Internet search engines. Lakeshore Learning has seen a return of $127 for every $1 spent on SLI Site Champion.
It’s big news that the U.S. leapfrogged to the number one spot in the A.T. Kearney 2015 Global E-commerce Index this week. But don’t miss the fact that the Americas as a whole took seven of the top 30 spots with Mexico making the list for the first time.
The Global E-commerce Index ranks the top 30 countries for market opportunity in online retail. Rankings are based on nine variables including macroeconomic factors, consumer adoption of technology and shopping behavior.
According to the A.T. Kearney report, global online sales from mobile and desktop will reach $995 billion this year and $1.1 trillion next year. That’s good news for all retailers in the e-commerce space. But some significant opportunities are being uncovered in the Americas.
Making the list from the Americas:Country Ranking United States 1 Canada 11 Mexico 17 Chile 19 Brazil 21 Venezuela 24 Argentina 29
An improved economy and continued growth helped the U.S. go from third to first and trump China as the global e-commerce leader. E-commerce sales worldwide rose to $840 billion in 2014 with the U.S. accounting for more than a fourth of that number at $238 billion.
Mexico, which has never been ranked before, debuted at spot 17 on the Global E-commerce Index. The A.T. Kearney report credits a young and connected population for Mexico’s much-higher-than-average 32% year-over-year growth in online sales. Mexico’s total online sales hit $6.6 billion in 2014. And the news continues to get better with similar growth expected over the next five years.
Even though Brazil slipped to 21st place on the index, the country grew about 18% year-over-year and e-commerce sales were a strong $13 billion in 2014. “Online retailers still find Brazil to be a growing e-commerce market that is impossible to ignore,” the A.T. Kearney report states.
The Nielson Global Survey of E-commerce, released in August 2014, also put a spotlight on Latin America, noting that the emerging region has the highest online browsing rates.
“Latin Americans are enthusiastic online shoppers, but the online retail infrastructure has not yet caught up with offering conversion opportunities,” said John Burbank, president of strategic initiatives for Nielson.
Latin American shoppers are most often browsing online for electronic equipment, mobile phones, clothes, cars and motorcycles, and tour and hotel reservations, according the Nielson report. The highest buying category in Latin America is airline tickets and reservations, which historically is a starting point as consumers gain confidence in the online shopping experience.
Worldwide, e-commerce grew more than 20 percent in 2014, according to the A.T. Kearney report. But online sales overall remain less than 10 percent of total retail sales—so no matter what corner of the globe you’re in, your e-commerce market has room to grow.