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E-commerce Marketing 101: How to Maximize Sales

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E-commerce Marketing 101: How to Maximize Sales

Marketing is one of the most important skills to learn as an e-commerce store owner. By learning marketing, you’ll always have a steady stream of new customers.

Plus, knowing the basics of marketing can get you ahead of the competition, and it’s valuable to have a base understanding if you ever hire marketing roles for your company.

In this guide, I share the five main marketing channels and how to use them, plus a few marketing tips to help you earn more and spend less.

The five main e-commerce marketing channels

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There are five main channels you can use to promote your products. They are:

  1. Search engines
  2. Social media sites
  3. Email inboxes
  4. Display ads
  5. Brand affiliates

Let’s talk about how you can use each of these channels in your e-commerce marketing plan.

1. Search engine marketing (SEM)

Search engine marketing covers both organic and paid traffic from search engines like Google. 

Both are important. Take Solo Stove, for example. Its online store gets over 300,000 organic visits from Google every month—plus an additional ~28,000 monthly visits from paid ads:

Solo Stove traffic metrics using Ahrefs' Site Explorer
Data from Ahrefs’ Site Explorer.

Search engine optimization (SEO)

In order to show up organically on the first page of Google’s search results, you need to learn and implement search engine optimization practices on your website. 

This includes things like:

  • Figuring out what keywords people are searching for to find your products.
  • Aligning with the search intent of the query.
  • Getting other websites to link to your website (aka backlinks).
  • And more.

I’ll discuss these steps in more detail in the “tips” section below. For now, if you want to learn more, check out our complete guide to e-commerce SEO.

Paid search ads

You can pay to “skip the line” and show up at the top of Google’s search results. This is called pay-per-click (PPC) advertising, and it’s a great complement to your SEO efforts. PPC ads are a quick and easy (albeit sometimes expensive) way to get in front of your target audience.

Here’s a chart explaining why you should utilize both PPC and SEO:

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Chart showing PPC vs. SEO ROI over time

What does this look like? You’ve probably seen ads like these, annotated with the word “Sponsored” next to them:

Google search results for "leather mens boots"

You can run Google Ads by creating an account, choosing the page you want to send visitors to, writing up various headlines and description ad copy, and selecting keywords to be displayed for. 

But there’s quite a bit more to it than that—it takes time and money to learn what works. Check out our guide to Google Ads basics to get started.

2. Social media marketing

Probably the most obvious place to market your e-commerce store is on the many social media apps. 

Again, with Solo Stove as an example—it uses both organic and paid social media marketing and has been able to gain over half a million TikTok followers, 347,000 Instagram followers, and almost 300,000 Facebook followers.

Solo Stove Instagram account

Let’s take a look at how you can do the same:

Organic social media marketing

Growing an organic following on social media is a great way to get your brand and products in front of people without spending a ton of money. However, it’s also a lot of work—especially if you plan on growing multiple channels.

If you’re not sure which channel(s) to use, a good starting point is SparkToro. You can type in a product keyword like “mens boots,” and it’ll show you social stats of relevant accounts:

SparkToro social insights

From here, if you hover over the social media icons, you can see the individual channel statistics. This tells you which channels brands have the most followers on, which can be a hint on which channels are most effective for them.

Instagram statistics for Who What Wear on SparkToro

Use this data to decide which channels you should invest your time in first. From there, check out this list of resources to learn more about how to grow your accounts.

Paid social media advertising

The other side of the coin is social media PPC ads. You can use ads to drive immediate sales—but at a cost. There’s a steep learning curve to maximizing sales while minimizing ad costs.

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That said, one of the easiest ways to run a successful social media ad is through retargeting customers who abandon carts. This works by putting a browser cookie on a visitor who adds an item to their cart but doesn’t check out, then using that cookie to show them ads on social media of the item they left in their cart.

Again, Solo Stove does this well. I added this heat deflector to my cart…

Solo Stove bonfire heat deflector in my cart

… then almost immediately saw this ad on my Facebook feed after leaving its site without buying:

Solo Stove Facebook retargeting ad

There’s a lot more you can do with these ads, though. Check out Mayple’s guide to social media advertising to learn more.

3. Email marketing

Email newsletters are typically one of the highest-converting traffic sources for e-commerce stores. This is because your email list, if done well, will be full of people who know who you are and have an active interest in your brand. That said, you need traffic to grow an email list, so it doesn’t make a good stand-alone marketing channel.

There are many ways to grow an email list, including:

  • Email opt-in forms on your site offering a discount or free information.
  • Collecting your customer’s emails when they make a purchase (with their permission, of course).
  • Running a giveaway for your products.

Once you have an email list, you can send them product updates, content from your blog, clearance sales, etc. 

Here’s an example from clothing brand Off The Grid, which uses its newsletter to give tips on how to get the most out of its clothes:

E-commerce email newsletter example

Just make sure you keep your list engaged by deleting inactive subscribers every three to six months and avoid sending too many emails. Your list is one of your biggest assets, so take care of it.

4. Display ads

Have you ever been bombarded by display ads on every website you visit after looking at an online store but leaving without buying anything? 

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Retargeting display ads following me around the internet

This is because the online store you visited placed a cookie in your browser that allowed it to “retarget” you with display ads across any websites that run these retargeting ads. What I already showed in the “social media ads” section above was a retargeting ad too.

It’s been found that it takes anywhere from 28–62 (or more) “touchpoints” to make a sale.

A “touchpoint” is any time a potential customer is shown a brand, either through an ad or by visiting your website or social media channel. Every time they see your brand or product, that’s one touchpoint.

That’s what makes these retargeting ads so effective. You can get multiple touchpoints of your product at a relatively low price compared to traditional PPC ads.

The catch is that you can only show retargeting ads to people who have either visited your website and allowed the cookie in their browser settings, or to people in your email list.

HubSpot has an excellent beginner’s guide to retargeting if you want to learn more.

You can also run general display ads, which are suitable for making people aware of your brand and products. You can use them to get people to your site, then run retargeting ads to those people who visited your initial ad but didn’t purchase.

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For example, Advance Auto Parts paid to show me these display ads across various blogs even though I haven’t visited its site before:

Example of display ads on a blog post

Check out Google Display Ads if that’s something you’re interested in.

5. Affiliate marketing

Affiliate marketing is where someone promotes your product or service and makes a commission any time they send you a sale. 

This typically works by giving your affiliate a unique ID that they include in their URL when they link to your website. It might look like this:

https://www.yourdomain.com/your-product?ref=UniqueAffiliateID

When a customer makes a sale through the URL with the unique affiliate ID attached, your affiliate program will attribute that sale to that particular affiliate so you can pay them their percent of the income.

For example, Solo Stove has an affiliate program, and I used to promote it in my articles and videos, like this blog post and YouTube video review: 

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Solo Stove bonfire review affiliate marketing example

To learn more about setting up an affiliate program for your e-commerce store, see this guide.

Seven best tips for marketing your e-commerce store

Now that you know where to promote your products, here are a few tips to help you maximize your sales and minimize your marketing costs:

1. Don’t compete solely on price

Above all, never get into a price war. You will never be able to compete with giant brands on price. They can afford to lose money until you’re long out of business.

Instead, compete on things like quality, customer service, experience, and value. 

Make sure the entire experience of finding your brand and buying from you is seamless and easy. And use your marketing to educate and entertain, not just to promote your product. If you offer people something of value first, they will be more likely to buy, even at a higher price point.

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For example, Squatty Potty both informs and entertains in what is arguably one of the best ads ever made:

Or, back to Solo Stove, it makes videos that teach you the best way to use its products:

2. Don’t offer big discounts

Offering discounts may be an easy way to make a quick buck. But in doing so, you may be shooting yourself in the foot. By offering frequent discounts, people may come to expect your discounts and won’t buy your products at full price because they know discounts are coming.

3. Begin with keyword research

Search engines can be a lucrative source of free marketing if you’re able to rank highly on them. But SEO can take years—especially for a beginner.

That’s why it’s best to do some keyword research to figure out what your customers are searching for so you can start optimizing your site right away. (You’ll thank me in two years.)

You can do this with Ahrefs’ free keyword generator tool. Type in a broad keyword that describes your products, and the tool will spit out keyword ideas with some basic data:

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Ahrefs' keyword generator tool showing results for "leather boots"

Keep in mind that you’ll want to find different keywords for different purposes. 

For example, “brown leather boots” may be a good keyword for your category page, while your product pages may be better served with more specific keywords like “brown leather ugg boots” or “womens brown leather knee high boots.” 

Basically, use broad keywords for category pages and specific keywords for product pages. Again, refer to our e-commerce SEO guide to learn more.

4. Optimize your website for search and conversions

Continuing from the last tip, you should take the keyword research you did and optimize your category and product pages for their best keywords. 

This is called on-page SEO, and it involves:

  • Talking about your target keyword in your title, URL, and within the page itself.
  • Writing a compelling title tag and description to make your result stand out on the SERPs.
  • Optimizing your images to load fast and have descriptive filenames and alt text.
  • Including internal links between your pages to make them easy to find.

There’s a bit more that goes into it, so read our on-page SEO guide to learn more.

Beyond SEO, you should also optimize your website for conversions. After all, you don’t want to spend all this time and money on marketing only to lose sales, right?

Conversion rate optimization (CRO) includes things like using high-quality images, effective copywriting, and clean website design with minimal distractions. I highly recommend going through Shopify’s CRO guide.

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5. Start a blog

Having a great product and effective ads can only take you so far. If you want to utilize organic marketing channels like social media, search engines, and newsletters, you need to offer more than just advertisements for your products.

That’s where content comes in.

Photos, videos, and blog posts give you the ability to capture customers at different stages in the marketing funnel whom you otherwise wouldn’t have sold to.

Here’s what this may look like and what people may search for at each stage:

Marketing funnel stages and example searches at each stage

Let’s say you own a shoe store. A potential customer has a problem; they need a good pair of waterproof shoes that are functional but also look good. So they do a Google search for “stylish mens waterproof shoes” (the “service or product” stage).

The results aren’t shoe stores. They’re all blogs that talk about shoes:

Google search results for "stylish mens waterproof shoes"

It’s possible for you to write a blog post of your own with the goal of ranking well for that keyword and promoting your own shoes. You can also use that article as content to add to your email newsletter and social media feeds.

Pro Tip

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It will also be a great idea to reach out to all the blogs that are ranking to try and get them to include your shoes as well. If you start an affiliate program, you can tell them about it, and they’ll be more likely to include your products since they have an incentive.

Expand this idea for other issues potential customers may have, like learning different ways to tie shoes or ideas for outfits that can go with your shoes. You’re only limited by your creativity.

Check out my guide to e-commerce blogging to learn more.

6. Create video content

Video content is becoming more and more important. If you want to do well on TikTok, Instagram, YouTube, and even Facebook, you need to make videos. Plus, many of the SERPs now contain video results in addition to blog pages.

For example, we manage to rank for the keyword “learn seo” with both a blog post and a YouTube video:

SERP results for "learn seo" showing both a YouTube video and blog post from Ahrefs

We wrote a full guide to video SEO if you want to learn how we did it.

But what kind of videos should you create? 

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It depends on your audience, the platform, and your product. In general, shorter videos do better than long ones, like this five-second TikTok by Guess that got over 800,000 views:

Of course, there are a lot of ways to utilize video in your marketing plan, and there’s plenty of space for longer videos. Check out our guide to video marketing to learn more.

7. Make standard operating procedures

Many of your marketing tasks will be repeatable. Things like outlining your content, sharing your posts, and even running ads can all be standardized to make things quicker and easier.

This is why you should create standard operating procedures for these tasks. A standard operating procedure (SOP) is a document that outlines exactly how to do a task step by step—often with screenshots or videos—that allows you to hand off the task to a virtual assistant to free up your time and streamline the process.

For example, we have a guide to creating SEO SOPs. But you can make an SOP for any repeatable task, such as: 

  • Creating blog or product images.
  • Adding new products to your newsletter and social media feeds.
  • And so much more.

Here’s an example of a step in our SOP for creating content at Ahrefs:

Excerpt of an SOP

Creating an SOP is easy. Just create a Google Doc and use headings to organize your task into steps and add screenshots or even videos to show the process. The clearer and more concise you can be, the better. 

Final thoughts

Learning e-commerce marketing is a surefire way to make a lot more money from your online store. There’s a lot to learn, so take it one thing at a time.

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Eventually, you should aim to hire a VA or marketing team to help with these tasks so you can focus on other areas of your business. Having a basic understanding of how they’re done will help you make good hiring decisions.

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Top Priorities, Challenges, And Opportunities

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Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded

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E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

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So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

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“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

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For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

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E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

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So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

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Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

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SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

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Google Announces A New Carousel Rich Result

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Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the Schema.org hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.

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Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

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  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "https://www.example.com/event-location1" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "https://www.example.com/localbusiness-location" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "https://www.example.com/event-location2" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.

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The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.

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Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

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