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Unlock Synergies Between SEO and Advertising on Amazon

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As a brand or an agency, search engine optimisation (SEO) and online advertising (Pay-Per-Click; PPC) in Google search are probably pillars of your online marketing strategy. You most likely have dedicated teams for each area that are equipped with the necessary skills to drive success. But while SEO and advertising are distinctive, separate disciplines in the Google universe, they heavily affect each other within the Amazon environment.

As an increasing number of people start their product searches on Amazon rather than on Google, Amazon’s status and importance as a search engine as well as an ad provider is booming. Subsequently, brands as well as agencies need to understand the mechanisms of the new holistic approach to SEO and advertising on Amazon.

SEO and Advertising in The Google Universe

The Google ranking algorithm decides how visible websites are. To improve their organic rankings, brands need to engage in SEO by optimising their keywords, their content and more. Google search and display ads help drive additional website traffic. As customer journeys on Google are very diverse and fragmented, aligning and optimising SEO and advertising together is very hard to implement in an effective way.

Users start their Google search for highly different reasons; some searches might have a purely informational character, while other users intend to buy something. Users switch from Google to a variety of other and very different websites and platforms that again have entirely different goals – from traffic creation to brand awareness, lead generation or purchases. Some websites even pursue all of the above simultaneously. That’s why almost all brands and agencies keep SEO and advertising in different silos, optimising them in separate teams.

A New Paradigm: Understanding SEO and Advertising on Amazon

Of course, there are plenty of similarities concerning online marketing on Google and on Amazon, for example optimising keywords and creating appealing images and texts. However, a key difference is that on Amazon, almost the whole customer journey or purchase funnel happens on the same platform, from initial searches for products and brands to the actual purchase (and repeat purchases). Additionally, this whole funnel is designed around a single goal that is shared by customers, sellers and Amazon: product purchases.

Compared to Google, these differences show that there are much more interconnections and synergies between SEO and advertising on Amazon. That’s why brands and agencies need to take a holistic approach to succeed on Amazon.

Keywords, Content and Reviews Impact Both SEO and PPC on Amazon

Here’s an example for synergies and interconnections between SEO and advertising on Amazon. For a PPC campaign on Google, brands can design both customised ads and landing pages. For PPC campaigns on Amazon (Sponsored Products ads), however, there is only one landing page for both advertising and organic traffic – the product page – and ads are created automatically based on this page. That’s why the product page needs to be optimised for both SEO and PPC simultaneously. If keywords, content or reviews on a certain product change, it affects both the product’s SEO and PPC performance.

Researching the right keywords is a key success factor for both areas as it determines whether a product will appear in organic search results in the first place and whether it gets impressions for the targeting keywords used in PPC campaigns. Continuously analysing and optimising keywords in PPC campaigns will therefore not only help with advertising success but also with the SEO performance.

Good product content and reviews affect both the organic sales performance, leading to better rankings in organic search results, and the ad performance, increasing the overall advertising efficiency. That means investing time and resources into well-crafted, convincing product descriptions, high-quality product images and a stellar customer service will pay off twice or hurt twice if it’s not done well. While stellar customer service helps with good reviews, increased sales velocity driven by PPC ads helps getting more reviews, again improving the overall performance.

The Amazon Approach to Online Marketing

These examples show that brands and agencies cannot just copy their strategies from the Google universe ¬because Amazon is different. Amazon requires specialised skills, teams and, most importantly, a synergetic approach, because on Amazon, SEO and advertising are strongly interconnected. That means that SEO and advertising teams need to work together very closely and align their activities. They need to invest the time to understand their interconnections and track as well as analyse them to unlock all the key synergies driving business growth.

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‘Daisy Jones & the Six’: Trailer, Album, Music

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The first teaser trailer for Daisy Jones & the Six has been released. The upcoming Amazon Prime Video is based on Taylor Jenkins Reid’s 2019 novel of the same title, which is about a fictional ’70s band of the same name.

According to the IMDb, the series follows “the rise of rock band Daisy Jones and The Six through the ’70s LA music scene on their quest for worldwide icon status.” Daisy Jones & the Six stars Riley Keough, who is Elvis Presley‘s eldest grandchild, and Sam Claflin.

In the teaser, Keough and Claflin are singing their original track “Regret Me,” which dropped on streaming platforms on Wednesday as part of the band’s upcoming album, Aurora.

In addition to Keough and Claflin, the series and band includes Suki Waterhouse, Will Harrison, Josh Whitehouse and Sebastian Chacon.

“Creating the library of music for Daisy Jones and the Six was an experience I’ll never forget,” Grammy-winning songwriter, producer and multi-instrumentalist Blake Mills, who is responsible for the production of Aurora, said in a statement.

The album includes co-writing credits from Marcus Mumford, Phoebe Bridgers and Jackson Browne. According to Variety, Aurora also “features instrumentalists from Rilo Kiley, the Who, Nine Inch Nails, Pearl Jam, David Bowie, Elton John, Jeff Beck and the Wallflowers.”

Mills continued, “I am grateful that, among other things, it afforded me an opportunity to collaborate with so many of my peers, and also some of my heroes.”

Daisy Jones & the Six premieres on Prime Video on March 3. Watch the trailer above and stream “Regret Me” below.



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When is the KSI documentary coming out?

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When is the KSI documentary coming out?

The Youtube, music and boxing star has unveiled his KSI documentary coming out in January.

It’s safe to say that KSI has come along way since his days of making Youtube videos in his bedroom. Fast forward to 2023 and the 29-year-old has his fingers in a lot of pies, from the launch of the incredibly popular Prime drink (opens in new tab) franchise to his music and burgeoning boxing career. With over 12.5 million followers on Instagram, the Watford native (real name JJ) has been able to tap into a generation and show that anything is possible if you put your mind to it, with his KSI moniker standing for Knowledge Strength Integrity.



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Dell confirms it has acquired Cloudify to boost its cloud orchestration capabilities

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Dell confirms it has acquired Cloudify to boost its cloud orchestration capabilities

Dell Technologies Inc. today revealed it has quietly acquired Cloudify Ltd., which sells cloud orchestration tools for enterprises.

Cloudify’s offerings are used by cloud architects and DevOps teams to manage workloads, software containers and other components of multicloud information technology environments.

For reasons unknown, Dell didn’t make any official announcement regarding the acquisition itself. The story was first picked up by TechCrunch, which estimates the value of the deal at about $100 million.

TechCrunch was first approached by sources with knowledge of the deal, and later spotted a Form S-8 filing Dell made with the U.S. Securities and Exchange Commission that spelled out some of the share awards for Cloudify employees that resulted from the deal. Afterwards, Dell finally confirmed the acquisition in an email.

“Dell Technologies announced that it has completed the acquisition of Cloudify,” the company said. “The transaction allows Dell to continue to innovate our edge offerings.”

Cloudify is a Tel Aviv-based startup that was spun out of the in-memory computing company GigaSpaces Technologies Inc. back in 2017. It bills itself as an open-source DevOps automation technology provider that offers what it calls an “environment-as-a-service” platform.

Cloudify’s tools cater to companies that have to juggle multiple infrastructure management platforms. For instance, a company might use VMware Inc.’s vSphere virtualization platform to manage its on-premises services, along with Kubernetes in support of its public cloud deployments.

Using Cloudify’s software, it’s possible to tie these management platforms together via an overarching orchestration layer. Thus, DevOps teams and administrators can manage their entire on-premises and cloud-based infrastructure through a single portal. Cloudify’s platform packages infrastructure, networking and automation tools into certified blueprints that enable these heterogeneous environments to be managed at scale, with automated provisioning and updates.

The company has become pretty popular as a result of these capabilities, counting the likes of Amazon Web Services Inc., Google Cloud, Microsoft Corp., F5 Inc. Wind River Systems Inc. and ServiceNow Inc. as ecosystem partners.

It’s an interesting acquisition for Dell, whose footprint has for years been rooted firmly in the on-premises data center market. Over the past couple of years, though, Dell has articulated a cloud strategy that’s heavily reliant on its new Apex-as-a-service offerings and public cloud integrations that were launched in January 2022. The company’s goal is to integrate its offerings more tightly with public cloud providers such as AWS, offering standalone software for public clouds as well as its hardware in the cloud of its customers’ choice.

“Just when you thought Dell’s cloud story was starting to fizzle out, it goes and takes everyone by surprise with the acquisition of Cloudify, a provider of some extremely useful cloud orchestration tools,” said Holger Mueller of Constellation Research Inc. “We’ll have to wait and see how Dell integrates Cloudify with the rest of its portfolio, but it looks like it could soon start writing a new chapter in the application management and DevOps space.”

Rob Enderle of the Enderle Group told SiliconANGLE that Dell is a uniquely skilled at making acquisitions because of its measured approval and market-leading operational merger processes, and the fact that it protects the assets it buys very aggressively. Due to this, he said, its acquisitions overwhelmingly tend to be additive to both Dell and the company it buys.

“The acquisition of Cloudify is focused on Dell strengthening its services business,” Enderle continued. “It turns Dell into an even stronger solutions provider for public and private cloud opportunities, and has the potential to make its Apex effort a far more powerful initiative.”

Image: Cloudify

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