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Amazon Product Review Best Practices

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Amazon Product Review Best Practices

Reviews are a fundamental part of buying on Amazon. They have also been one of the areas that have changed the most over the last decade.

As Amazon continues to mature as a marketplace, it has become very sensitive to review manipulation. Using outdated tactics can trigger Amazon to remove most, if not all, of your listings.

Even worse, if you are identified as someone manipulating reviews on Amazon, you could be permanently banned from the platform.

Amazon is stringent about reviews because, in the not-too-distant past, reviews were the primary way to manipulate the Amazon search algorithm to have your product show up at the top of search.

While reviews are still important for marketing your products on Amazon, the best practices around reviews have changed significantly in the last few years.

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Many of even the legitimate ways used by sellers to gather reviews have disappeared or can now potentially get your listing flagged.

In this article, we will discuss some of the most critical information when creating a product reviews strategy on Amazon in today’s climate.

Over the last several years, Amazon determined that many practices around soliciting reviews were diminishing the reputation of reviews on its platform.

As a result, significant changes around actively monitoring review manipulation are put in place. It includes changing the regulations around how Amazon can reach out to customers to get reviews and what kind of incentives can be offered.

Amazon has tried to balance giving sellers legitimate ways to get their products reviewed while limiting the amount of fraud around reviews.

Having customers trust Amazon reviews is a top priority to protect how reviews are regarded on the platform.

Fundamentals Of Amazon Product Reviews

The importance of reviews derives from the credibility they provide to your product. They help the customer determine if your product is a good fit and can be trusted to be sufficient in quality.

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Reviews, in turn, help your listing conversion and even your ad conversion.

Often, the question most sellers struggle with is this: How many reviews do I need for my product to succeed on Amazon?

The answer to that will largely depend on how commoditized or competitive your product category is.

The more competitive your category, the more reviews your product will need to compete against similar products.

For example, if you launch a mobile phone case, you will compete with other items with 10,000 or more reviews. This shows that to have your reviews provide real credibility to your product, you will need a larger number of reviews.

On the other hand, if your product is very niche, you may only need 5 to 15 reviews to be retail-ready. Amazon recommends at least 15 reviews for a listing before you start scaling advertising.

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However, for niche products, Amazon has successfully ramped up advertising with strong performance well before that total number of reviews.

Finally, brand awareness will also impact the role of reviews for your product. For example, an official Lego product will sell well despite no reviews.

This is because there is a much-existing affinity for the brand. That same product will sell better, and ads will convert at a higher return on investment (ROI) once it has established reviews.

However, the product doesn’t need reviews to make the customers feel confident in their purchase.

Reviews should be an important part of your listing optimization strategy. This does not only apply to converting traffic that comes to your listing but also to increasing the amount of traffic that comes from the search engine result page (SERP).

Keep in mind that your product rating score will show up in the SERP as well as in your ads. Additionally, customers can filter their results by average reviews.

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Screenshot from Amazon, March 2023

While it is common for brands to be concerned with any negative review, know that an occasional negative review can help show buyers that your reviews are authentic. No product has a 100% adoption rate.

You should be proactively working to reduce the number of negative reviews on your products. Do this by ensuring your product detail page is as clear as possible.

You should also be reviewing Voice of the Customer in Seller Central on a weekly basis to identify any potential negative customer experiences before Amazon might suppress your listings.

Voice of the Customer is an important tool to be able to anticipate issues with quality control or even the content of your listing.

You should look at all negative customer experiences (NCX) to see what you can do proactively to avoid future returns and negative reviews.

Voice of the Customer can be found in Seller Central under the Performance tab.

Amazon Voice of the Customer Screenshot from Amazon, March 2023

Use Voice of the Customer as part of your Amazon review strategy to help you limit negative reviews on your products. This can also help you avoid Amazon Standard Identification Number (ASIN) restrictions and reduce your overall return rates.

Feedback Vs. Reviews & Ratings

One common point of confusion for new sellers is the difference between feedback and reviews.

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“Seller Feedback” refers to the customer’s experience with the seller, not the product itself.

Seller Feedback

Sellers are rated on different factors, such as shipment times, packaging, product accuracy, and significant customer service experiences.

Seller feedback is found on the Seller Central dashboard, the seller store page, and the product detail page by clicking the offers link.

Seller feedback: AmazonScreenshot from Amazon, March 2023

Product Reviews

Product reviews specifically rate whether the product meets the customer’s expectations.

Product reviews are located at the bottom of the detail page, while the total of both reviews and product ratings are displayed at the top of the listing, below the brand name.

It is important to note that it is against Amazon’s terms of service to have family, friends, or employees review your product or a competitor’s product.

Reviews that violate community standards can be flagged for removal. Amazon will only remove reviews that violate the specific conditions outlined in the community guidelines.

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Customer reviews: AmazonScreenshot from Amazon, March 2023

Recently, Amazon started allowing customers to provide ratings without giving a review.

It has the same star rating as reviews (one to five) and counts toward your overall customer review totals, but it has no accompanying text. This is why some products might have thousands of stars but only a handful of written reviews.

Programs To Help You Get Legitimate Reviews

Amazon has implemented some tools to help sellers get reviews, especially newcomers to the platform that need those coveted first reviews.

Amazon Vine

Amazon Vine is a program exclusive to those brands enrolled in the Brand Registry Program.

Here is what Amazon says about the Vine program:

“Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers.

Amazon provides Vine members with free products that have been submitted to the program by participating vendors. Vine reviews are the independent opinions of the Vine Voices. The vendor cannot influence, modify, or edit the reviews. Amazon does not modify or edit Vine reviews, as long as they comply with our posting guidelines. A Vine review is identified with the green stripe Customer review from the Amazon Vine Program.”

Amazon handpicks Vine reviewers due to their expertise and history in reviewing a certain product category, so expect highly detailed and honest reviews.

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In this Amazon-coordinated program, you send customers your product, and they give you a review in return.

Before enrolling in the Vine program, you must be confident your product will surprise and delight your customers.

Amazon usually waits until a newly launched product has at least five positive reviews before enrolling in the Amazon Vine Program. This allows the platform to ensure no breakage, quality, or content issues must be addressed.

Amazon Vine reviewers are notoriously detailed and honest.

Negative reviews from a Vine user can be especially detrimental because of the length and detail. However, a glowing review can go a long way in helping to build trust and increase conversion for your products.

The cost for utilizing this program is $200 per parent ASIN. There are also specific requirements for the program, including:

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  • Be brand registered in Amazon Brand Registry.
  • Have fewer than 30 reviews on the product detail page.
  • Have a buyable Fulfillment by Amazon (FBA) offer in “New” condition.
  • Not be an adult product.
  • Have already launched at the time of enrolment.
  • Have available inventory.
  • Have an image and a description.

Introduction To “Request A Review” Button & Ratings

In 2020, Amazon released a new tool for sellers: A button for each order a customer places within the last 5 to 30 days.

Sellers can now simply click the Request a Review button, and an email is auto-generated and sent to the customer.

As a seller, you click on the button then the buyer will receive an email soliciting a star rating for both the product and the seller.

The email is not customizable, and it is sent to customers by Amazon itself, which helps to avoid the complications of making sure that your wording complies with the terms of service, while still being able to request reviews on all your orders.

Amazon email notification for buyersScreenshot by author, March 2023

Using the Request a Review button can be done with the following steps.

To send your customer a request for a seller and product rating, go to Seller Central > Orders > Manage Orders.

Amazon Product Review Best Practices

If you are primarily FBA, make sure it says “View Seller Fulfilled Orders.” If it says View FBA orders, click that link.

This allows you to toggle between the fulfillment methods.

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Then, find the order you want to request a review for and click on where the order number is displayed.

Manage orders from AmazonScreenshot from Amazon, March 2023

Then click the Request a Review button.

Manage orders from AmazonScreenshot from Amazon, March 2023

Several tools on the market now allow to automate this process. It is always important to ensure that the third-party software you use follows Amazon’s terms of service.

Reviews are still vital on Amazon to help you increase conversion rates and lower advertising costs. However, they are no longer the quick-and-easy hack to get the top of the organic results they once were.

Request a review button: AmazonScreenshot from Amazon, March 2023

As more sellers use this tool, Amazon sees an increase in the number of product ratings without accompanying text.

Soliciting Reviews

Here is what Amazon says about soliciting reviews:

“Solicitations:

If you ask others to post content about your products, keep it neutral. For example, don’t try to influence them into leaving a positive rating or review.

Don’t offer, request, or accept compensation for creating, editing, or posting content. Compensations include free and discounted products, refunds, and reimbursements.

Don’t try to manipulate the Amazon Verified Purchase badge by offering reviewers special pricing or reimbursements.

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Have a financial or close personal connection to a brand, seller, author, or artist?

  • It’s OK to post content other than reviews and questions and answers, but you need to clearly disclose your connection. However, brands or businesses can’t participate in the community in ways that divert Amazon customers to non-Amazon websites, applications, services, or channels. This includes ads, special offers, and “calls to action” used to conduct marketing or sales transactions. If you post content about your own products or services through a brand, seller, author, or artist account, additional labeling isn’t necessary.
  • Authors and publishers can continue to give readers free or discounted copies of their books if they don’t require a review in exchange or try to influence the review.”

It is important to actively reach out to customers to get reviews, but also know that it is better to wait for the reviews to accrue over time rather than trying to cheat the system and have your other reviews removed or, worse, potentially have an account suspension.

This also helps to ensure that customers can feel confident in the authenticity of reviews on Amazon.

While many review services on the market promise to cheat the system to get more reviews, remember that Amazon is aggressively pursuing these companies by closing loopholes and even by using litigation to stop these tactics.

If Amazon catches you using black hat tricks for reviews, it can be very difficult to be reinstated, and you could lose access to the platform as a whole.

Conclusion

For our clients, we find that we can gather enough reviews to obtain customer confidence with the available programs. This includes utilizing Voice of the Customer to avoid negative reviews and strategically organizing variation listings on Amazon to have healthy conversion rates.

As the marketplace grows, Amazon is closing the quick and easy ways to rank; sellers need to learn to develop more strategic launches with products that customers genuinely love.

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This has also allowed Amazon to rebuild some of the trust customers have in the reviews on the platform.

Because Amazon is a dynamic and ever-changing ecosystem, it’s essential to regularly check for updates and changes to the terms of service and marketplace guidelines.

Everything in this article is based on the specific state of Amazon Policies at the time it was written.

However, policies can change quickly, so double-check the policies to ensure that what is being recommended here is still the current policy.

More Resources:


Featured Image: Black Salmon/Shutterstock

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


Featured Image: BestForBest/Shutterstock

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