Effective retail SEO strategies to help marketers optimise across complex consumer journeys and convert as much traffic as possible.
Optimising a retail website for search is one of the most challenging things you can do in SEO. For one thing, you’re not only competing against other retailers but Google’s own products too – Google Ads, Google Shopping and local search to name a few.
This is just to get your brand seen by consumers.
Then, you have to optimise for a complex consumer journey that takes shoppers from casual browsers all the way to the checkout, often across multiple sessions and different device types. Leads are precious in this business and success largely depends on converting as much traffic into paying customers as possible.
Here are five retail SEO strategies that will help you do this.
#1: It all starts with navigation
Aside from being a ranking factor, the navigation of a retail website dictates the browsing experience for users. The challenge for retail brands is to create a navigation system that makes it easy to find, sort and filter products while also providing categories, related products and other contextual navigation features that allow shoppers to move from one place to the next.
The more products and pages you have, the harder it is to create a seamless navigation that ties everything together.
Website structure isn’t the only thing you need to think about though. You also need to decide how people are going to compare different products on your website, continue shopping after adding an item to their basket and complete the checkout process when they’re ready to pay.
There are a lot of gaps for users to slip through on a retail website, but a highly-optimised navigation system will keep them moving in the right direction i.e. adding more products to the basket and completing the purchase while minimising the number of quit sessions and cart abandonments.
#2: Prioritise mobile browsing
According to Wolfgang Digital’s KPI Report 2019, 53% of traffic comes from mobile devices. However, this doesn’t tell the whole story about the role of mobile traffic in digital retail. This stat is skewed by the fact that mobile and desktop browsing habits change along the consumer journey. The same study shows that, despite a small majority of traffic coming from mobile, only 32% of conversions take place on mobile.
What’s actually happening here is that the significant majority of early browsing and first visits to retail websites are happening on mobile. In other words, when users aren’t really sure what they want to buy, they’re often browsing or researching on mobile or their attention is being caught by ads on social media.
When things get serious, the majority of users move over to desktop, which brings the average share of traffic closer to 50/50.
The takeaway here is to prioritise mobile browsing, attribute traffic across sessions and then prioritise desktop conversions. For example, you might create separate landing pages for mobile that focus on getting users to browse your products and deliver pages that focus on conversions for desktop users. You can also target returning mobile visitors with your “desktop” pages to cater for those who are more inclined to convert on mobile.
#3: Optimise for E-A-T & YMYL
Just in case you’re not 100% familiar with these terms:E-A-T is an acronym for expertise, authoritativeness and trustworthiness.YMYL stands for “your money or your life” pages (which includes eCommerce pages) and Google is more strict about its E-A-T requirements for these.
So, essentially, E-A-T (expertise, authoritativeness and trustworthiness) is important for every website, but especially for retail websites. Google considers eCommerce as YMYL.
In July 2018, Google updated its Search Quality Rating Guidelines telling its human quality raters the five key things it wants to see from web pages:The purpose of each pageExpertise, authoritativeness & trustworthiness (E-A-T)Main content quality and amountWebsite/publisher informationWebsite/publisher reputation
This gives you an idea of how important E-A-T is for websites. You can learn how to optimise eCommerce stores for this in an article we wrote for The Drum.
#4: Use structured data
Structured data provides Google with important information about your pages/content. Google can use this information to deliver your content to more relevant users and create more contextually relevant, visually compelling results listings (rich results).
Google has dedicated rich results for product listings (above). You can also make use of other formats for content types like blog posts, product reviews and other parts of your eCommerce SEO strategy.
#5: Get ready for organic product listings
Google has just announced a new search feature rolling out in the US that shows organic product listings in the SERPs. Users can already see product listings in search results but retail brands can only feature in these by paying for Google Shopping campaigns. The new “popular products” feature presents an opportunity for brands to get their products organically ranking on results pages.
This feature is only just rolling out in the US, so it’s not much help to retailers in the UK for the moment. However, this move is a response to declining product searches on Google, as Amazon is now the most popular place to search for products. So it’s only a matter of time before this feature rolls out beyond the US.
More importantly, this is a clear sign that Google may be forced to provide retail marketers with more organic opportunities as it squares up to Amazon. This kind of competition can only be good news for retail search marketers.
Stay tuned and get ready to optimise for new opportunities as they emerge.
Retail SEO is one of the most challenging areas in search marketing, but the good thing about this is that you can climb above a lot of competitors by getting the finer details right.
The most common mistake retail brands make is focusing all of their search marketing efforts on maximising visibility and traffic without paying enough attention to the quality of traffic, on-site UX, multichannel marketing and other aspects that determine how many of those visitors convert and return in the future.
These are the engines you want to give extra consideration if you intend to expand internationally. They all have their own unique search algorithms that are in many ways as complex and developed as Google’s.
Why they matter and how to rank on them
If you’re like me a few years ago, a die-hard Apple fan remarkably repulsed by Microsoft’s products (I’ve now converted to the seamless team of PC), you might think prioritizing resources to optimize content for Bing or other engines is a waste of time. What I failed to consider then, and what you might be overlooking, is geographic segmentation.
Do you want to reach the American audience using voice search? Consider Bing.
Are you expanding into China? Check out Baidu.
Each search engine matters because of its unique user types. Regardless of how small that market share might look on a global scale, if there’s regional search volume from your target audience, it’s worth the optimization.
Bing Search, in combination with Yahoo, is without a doubt the strongest player after Google. Together, they have more than 10% of the global market share for desktop.
Now, some say that Bing’s market share will increase due to mergers and acquisitions, while others argue for its decline due to the death of Internet Explorer.
Still, all Microsoft browsers, such as Microsoft Edge Legacy and Chromium-based Microsoft Edge, have Bing as the default search engine, making Bing Search the natural choice for Microsoft product users. Yahoo, which is powered by Bing Search, is the default search engine for Mozilla’s browser Firefox, adding billions of impressions to Bing’s search results each year.
Although the algorithms differ, optimizing for Bing search results is not much different than optimizing for Google. With a bit of fine tuning, it’s more than possible to come up with a strategy that allows for high rankings on both.
To rank on Bing, and thus Yahoo, make sure to do the following:
1. List your business on Bing Places
Bing Places is the equivalent of Google My Business and is the fastest way to get your business ranking for local seo. Many even consider Bing Places to favor small business owners as Bing puts their information more prominently on display.
2. Upload an XML Sitemap using Bing’s Webmaster Tools
While the debate on how much sitemaps really do matter for Google SEO continues, uploading one with Bing’s Webmaster Tool for XML Sitemaps allows the algorithm to better categorize and manage your content, making it more visible and relevant to the search audience.
3. Match keywords in your content
Check that the exact keyword match can be found in your page titles, meta descriptions and overall content. It’s known that the impact of on-page tactics as a ranking factor is much greater in Bing than Google.
4. Keep your social media profiles up to date
Go social! Bing considers your social media presence more than any other search engine. The Webmaster Guidelines specifically states that Bing considers social signals from third-party platforms to rank your content. Bing might even extract certain information directly from your Facebook company page to your Bing Places display.
5. Use high-quality images to enhance your content
Bing’s image search is much more advanced than Google’s. If you want your landing page to rank, add high-quality design assets to showcase your offerings. If you want your blog to rank, attach too-long-to-read infographics to highlight your points. Like the one above.
While it looks a lot like Google, its algorithm is different in many ways. Most prominent is the way Yandex indexes pages. Unlike Google’s almost continuous indexation, Yandex indexes pages sporadically. That means that you might have to wait around for a while before your site shows up on Yandex.
Despite this, it is still possible to rank on Yandex. You just need to have a bit more patience.
While waiting for your site to be indexed, take a look at the following:
1. Focus on tags over internal site structure
According to The Ultimate Guide to Yandex SEO, your header tag, title tag and slug are way more important than your internal site structure. In fact, it was only recently that Yandex started to support hreflang tags. Before that, Yandex only allowed the <head> hreflang implementation.
2. Consider search intent to rank
Some argue that Yandex meets search intent better than Google. The modern ICS score, which replaced the Thematic Index Citation, is determined by how relevant a site is to the query. Yandex uses its own version of expertise, authoritativeness and trustworthiness (E-A-T) test to determine relevance.
3. Eliminate toxic links
Many do not know this, but Yandex was actually the first search engine to roll out a link-based algorithm. Already in 2005, 7 years before Google’s Penguin algorithm, Yandex introduced the Nepot filter, which specifically looked at the impact of toxic link exchanges and spam links.
While the site is available worldwide, the site predominantly favors simplified Chinese. So before taking any other steps, hire a native speaker to help you along the way. To win at global, you have to ditch translations.
Here’s a few steps to get your content ranking.
1. Localize your keywords and content appropriately
As with all multilingual SEO, you need to work with a native language expert to ensure proper keyword localization and content optimization. If your site experiences high bounce rates, Baidu will tank your rankings immediately. As with any search experience, localization matters.
2. Position relevant content and keywords to the top of the page
Baidu favors a completely opposite layout than the Westernized one. The sooner you get to the point the better. Therefore, it is important to position your keywords as early as possible in the text and introduce all relevant content already in the top of the page to rank.
3. Obtain a verification level and get certified
By registering and paying a small fee you can obtain a verification level to improve your domain authority and rankings on Baidu. If you want to secure top ratings, you can get certified and obtain an ICP license, which is much more difficult than getting verified.
Top alternative search engines by data privacy
While most of the search engines mentioned above are tied to big corporations or political forces, global initiatives are setting the stage for more privacy-focused search engines. Among these is DuckDuckGo, the forefront runner with over 130 billion searches processed since launch.
Why they matter and how to rank on them
In many ways, the movement is a response to Google’s invasiveness on privacy. Many are fed up with how they are capitalizing on personal data and controlling the narrative with targeted search.
Consequently, this attracts tech-savvy experts with a lower bounce rate. Once they commit to a search, they stay.
Here’s how to optimize for it:
1. Sharpen Your User Experience
UX continues to make an impact on SEO, not to mention for DuckDuckGo. Make your content easily scannable and stay away from intrusive pop ups that harm your users’ experience and ease of navigation.
2. Focus on High-Quality Backlinks
As with any SEO, high-quality backlinks play a huge role for ranking. If you already have a solid backlink profile from your Google strategy, you should be good to go. If your backlink profile has a high level of toxicity, do some cleansing.
3. Rethink Local SEO
Since there’s no location tracking available for searches, location-specific searches such as “services near me” don’t work. If you like to rank for these types of searches, include a specific location in your keyword strategy. Otherwise, you won’t be able to optimize for local seo.
Startpage could be my personal favorite among the alternative search engines. It basically is Google without the tracking.
And while many consider DuckDuckGo to be the forefront runner of the privacy-focused search movement, many forget how Startpage ‘blazed the trail in 2006’. Offering a search experience without IP recording or tracking back when it was more or less unheard of. Now, it is the common denominator among all privacy-safe search engines.
So, how do you rank in Startpage? Simple. You rank in Google.
There are many more privacy-safe alternatives to search engines than the two mentioned above. Perhaps one without equal is SwissCows – a search engine that prides itself on being the only family-friendly, privacy-safe semantic search engine available on the web.
This means that any intrusive search results, like adult entertainment or offensive content, is naturally censored from the search results. At the same time, they never store any data nor track user specific information.
SwissCows SERPs bring up organic results and paid ads directly from Bing so in order to rank in SwissCows, you need to rank in Bing. Just make sure to omit any content that’s not PG-13.
What do they all have in common?
In the end, none of these alternative search engines can replace Google. As an SEO, I’ll never advise starting out with anything other than a Google strategy.
But when you are ready to branch out and extend your reach, give these alternatives a try. Analyze where your target audience hangs out and optimize thereafter.
Many of the privacy-focused search engines require little optimization as they pull their search results directly from other sources anyways. Simply do a quick check to see how you rank on each one.
And who knows, perhaps Microsoft will continue to steal more of the global search landscape. If that happens, you’ll be there — ranking in first position, ready to reap the rewards of your diversified efforts in an ever-changing search landscape.
For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.
Looking ahead to 2023 and beyond, businesses worldwide face lots of uncertainty.
One thing will remain constant throughout this period — customers expect excellent experiences when interacting with a brand. According to Acquia’s latest CX Report, businesses plan to prioritize customer retention over the next 12 months: 56% plan to improve customer experience, and 58% will focus more on customer service.
This should be a common goal. To weather a potential storm, businesses must keep customers by meeting and exceeding customer expectations.
Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.