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5 Retail SEO Tips for Converting Traffic Into Customers

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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

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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.

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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.

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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

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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.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

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So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

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Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

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At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

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“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

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But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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