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How to enhance your ecommerce branding strategy with Google Trends

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How to enhance your ecommerce branding strategy with Google Trends

30-second summary:

  • In the wake of the helpful content rollouts, Google Trends can be a strong gateway into search trends
  • How do you spot a trend and differentiate it from a fad to justify resource investment?
  • Hands-on tips to unearth Google Trends and apply them to your ecommerce SEO strategy

A successful digital marketing strategy grows through exploiting online visibility that results in conversion. Organic traffic and SEO generate the most leads in a digital marketing strategy, according to 61 percent of marketers using B2B initiatives.

Statistics for 2022 capture the situation as they show that a search engine is the point of departure for 68 percent of online activity. The internet offers plenty of advice on building a digital marketing strategy. Still, we cut through the chase and focus on how you can harness the power of an SEO strategy and keyword research to grow your business this year and beyond.

The role of Google Trends in enhancing your SEO strategy

If you exploit its capacity, Google Trends can be a game changer for your SEO strategy. Consider the following steps to exploit this tool to develop your digital marketing strategy:

1. Monitor trends

Google Trends is a free tool that scours the internet, collects data on search behavior, and helps you capitalize on popular trends when developing a marketing strategy. It collects information from platforms such as YouTube, Google Images, Google News, Twitter, and Google Shopping on which web users engage.

The analytics from Google Trends looks at the total search volume over a specific period. In addition, it identifies how often users looked up a search query time on the Google search engine. Though said to be a reliable tool, it gives estimates of the levels given to the value of a keyword, ranging from 0 to 100. It establishes seasonal variations in a keyword.

A value of 100 on user intent means the keyword is a high-interest, while zero does not mean that no one showed interest but that the interest level was shallow. For example, if you search the term “swimwear”, you will notice it has more searches during summer than in winter. If you track such analytics, you can judge the relevance levels of your niche to users and know when to jump on and off a trend.

2. Google Trends unearths new keywords

When you have a website, keywords are the pointers that show search engines what you have on your website. Keyword research shows you what your potential customers might be looking for and the estimated size of the audience with that search intent.

Try the following steps:

  • Identify the main idea with which your potential customers associate the product or service your business offers, such as cashmere scarves. Avoid using adjectives.
  • Narrow down on the product or service specifics by anticipating a unique aspect of your niche that would send users to your website. For example, cashmere scarves from Italy.
  • At this point, you can add a link from a website to your search for better results.
  • Include brand names of your products or well-known names in the industry to improve product association but do not include an unknown brand name in your search.
  • Try different keyword phrases on the topic in different variations, such as “Italian cashmere scarves”, “designer Italian cashmere scarves”, and “affordable Italian cashmere scarves”. Use keywords related to the topic to narrow down the results.
  • Considering there are over six billion worldwide searches daily, you should use tools like SEMrush to identify keywords that rank on a page and include related keywords for comparison to other viable keywords.

Beware, though, some new search terms could be popular but just fads that later disappear, making your content redundant.

Understand the difference between a trend and a fad

Here’s a quick look to help you discern what is a trend and what is not, further giving you stronger clarity on whether to invest time and resources in content creation.

A trend is –

  • A general development, situational change, or a shift in the way people are behaving
  • Can be traced to a starting point in time
  • Evolve gradually
  • Have a broader influence on culture and consumer behavior

A fad is –

  • A very popular style or activity that can be compared to a “one-hit wonder”
  • Can not be traced into a starting point as fads blow up on scenes out of nowhere
  • Fade away as fast as they show up
  • Does not have a substantial impact on consumer behavior

3. Research your niche

Even as you search for the best keywords to boost your SEO strategy, Google Trends ensures you do not miss any relevant topics in your niche. Your niche should provide value to remain relevant.

The variances between the dips and increases on charts generated by Google trends show the following at a glance:

  • Seasonal changes in prices
  • Seasonal changes in demand
  • The stability of a niche depends on the sustained search volumes over a given period
  • Whether the niche is still a viable business idea

The metrics from that search guide you in making data-driven decisions for your brand and exploit your niche because it will enable you to:

  • Identify target regions
  • Determine the viability of your niche
  • Know the relevant terms to search
  • Make decisions using real-time data
  • Optimize your campaign
  • Know if you have loyal customers who can build a community

4. Track the latest popular searches

When your business dealings center on a dynamic niche, Google Trends helps you stay abreast of changes. People’s needs keep evolving, and to stay ahead, you must get real-time results on their search engine queries and act accordingly.

Invest in that research to adjust your marketing tactics to address the new concerns that arise in the market due to emerging issues.

Businesses that modify their strategy to emerging, real-time needs thrive while the rest that don’t naturally see a drop in returns.

5. Compare keywords

Google Trends searches accumulated data from people’s search history in Google and the search terms used most in those searches. The Google Trends landing page has a search bar tailored for search terms. On this bar, you can type up to five keywords you wish to compare, separating them with a comma.

The search avails much when focused on related topics and shows the less obvious needs of customers. When analytics terms the results on a term as rising, it means it had the most considerable volume in growth. Breakout is a percentage that shows the search query volume exploded to over 5000%.

6. Optimize for video and ecommerce

Videos on YouTube offer another avenue for studying the market scene besides web results. Through videos, Google Trends can unearth the video topics fueling trends. You will also know if it is time for you to create video content for ecommerce and the relevant tags you should include for optimization.

You can also use the tool to follow up on the success of your video. Consider that 88 percent of people say that watching a video on a brand convinced them to buy their product or service. While 0ver 70 percent would rather watch a short video on a brand than read text about it.

7. Target local audience

It’s no longer a hassle to find geo-specific data and evaluate the popularity of a search item by region. You will reliably establish the region with the highest demand for your product or services.

There are different ways of conducting this search. One is by typing the name of what your business offers into the search space and then scrolling to the map section on the same page to determine locality.

The second way is to use search filters to compare keywords and identify different regions where web users showed interest in your products or services. Effective campaigns should have geographical relevance.

8. Google Trends for analyzing competitors

Google Trends not only guides you on what your potential customers use the internet to seek from your industry. It also gives you insights into what your competitors have been up to, for example, it shows the search queries trending for your competition, now and within the past year.

You can use the tool to narrow down your search into seasons to see any variance in their market presence. For instance, you can see if there were any changes in pricing, such as seasonal offers and supply during different times of the year. Such findings can help you strategize how to promote your brand depending on your competitor’s business tactics.

9. Plan your yearly calendar

In the end, you must create a search marketing plan with time-specific events. The yearly calendar will guide you in planning and creating schedules for seasonal events according to the needs of your customers. This calendar is a dynamic tool subject to review and adjustment not only to create goals but also to track them to completion.

It takes into account all the above-discussed steps and integrates them into an ecommerce marketing strategy for both web-based establishments and brick-and-mortar businesses.

Make Google Trends work for your campaign

Google Trends is a great tool to provide valuable insights into your digital marketing and content strategy. Use this knowledge to plan for content, measure the most optimal times of the year, and understand your audience.

Contact us for consultations and support for result-driven branding strategies.


Eric Ritter is the Founder & President of Digital Neighbor. He can be found on Twitter @EricRitter.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.



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LinkedIn Rolls Out 4 Updates For Business Pages

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LinkedIn Rolls Out 4 Updates For Business Pages

LinkedIn is rolling out an array of new features for business pages.

These updates can help you showcase your business’s brand identity, values, and offerings while utilizing advanced publishing and community-building tools.

Learn how these innovative features can enhance your LinkedIn marketing efforts.

1. Update To Scheduled Posts

One of the new features lets you plan your business page posts up to three months ahead for steady interaction with followers.

Screenshot from: LinkedIn, March 2023.

Available now on desktop, this feature will come to mobile soon.

2. Audio Events

LinkedIn is introducing live, audio-only discussions, eliminating reliance on external broadcasting applications.

LinkedIn Rolls Out 4 Updates For Business PagesScreenshot from: LinkedIn, March 2023.

This versatile, casual approach fosters audience connections and can position your organization as an industry authority.

Listeners can engage in the discussion through emojis and request to speak if they wish to contribute verbally.

3. Automatic Job Posting

For businesses with fewer than 1,000 employees, LinkedIn now offers an automatic job posting feature.

LinkedIn Rolls Out 4 Updates For Business PagesScreenshot from: LinkedIn, March 2023.

Once activated, the platform will automatically share one open role daily as a pre-scheduled post. The posts can be edited after they’re shared.

The feature excludes what LinkedIn categorizes as “basic jobs.”

4. Following Pages As A Page

LinkedIn Pages can now follow other Pages, making it easier to join chats related to your field with a feed dedicated to content from the businesses you’re following.

This feature aims to help businesses work together, share ideas, and create strong online communities of professionals.

In Summary

LinkedIn’s latest features for business pages offer new options to share content, connect with people, attract new talent, and keep up with industry chatter.

By leveraging these tools, you can improve your B2B marketing efforts and strengthen your online presence.



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Top 3 Ways To Build Authority By Going Beyond Just Link Building

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Top 3 Ways To Build Authority By Going Beyond Just Link Building

You want your online business to thrive. One of the best ways to do this is to establish website authority – and the key to successful authority building is to increase trust with your audience.

With the rise of AI tools, you must publish high-quality content that stands out from your competition, who may be using tools like ChatGPT.

On March 15, I moderated a webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.

Hipps and Rivera demonstrated how content promotion, link building, and authentic subject matter expertise could help you rank higher on SERPs and elevate your online authority.

Here’s a summary of the webinar. To access the entire presentation, complete the form.

1. Create Unique Content With First-Hand Experience – Avoid AI, The “Fancy Parrot”

In the world of content creation, where good content creators are showing their expertise, there are certain key things AI can’t do.

  • AI can’t have first-person experience. They can’t think for themselves the same way humans can.
  • If the AI follows a generative model, and it can’t yet distinguish the truth. If you fact-check some of the information, you’ll find it doesn’t exist.

The counter to AI content is unique content that shows this truth, expertise, and first-hand experience.

[Learn how this helps build your authority] Instantly access the webinar →

2. Highlight Quality Authorship

High-quality content encompasses everything from accuracy and mistake-free writing to clearly displaying expertise.

Ensure Your Content Is Error-Free

In many cases, low-quality content, or posts with false information and repetitive issues, can lead to being devalued on SERPs or accidentally containing duplicate content.

Image created by CopyPress, March 2023

Add More “E” To EAT – Experience

The Issue: To combat low-quality SERPs, Google seeks first-hand experience.

The Solution: Invite a subject matter expert to review the content, check for factual inaccuracies, and add that extra layer of expertise to the content.

Bridge The Write ≠ Expertise Gap

The Issue: It’s important to recognize that the ability to write is not synonymous with expertise; just because someone can write doesn’t mean they are accurate or a subject matter expert.

The Solution: Try pairing a subject matter expert with a strong writer who can interview and interject quotes helps build better content.

Ask Questions

The Issue: Sometimes, you may not have the in-house subject matter experts you need for a piece of content.

The Solution: Conduct outreach to gather expertise to boost your content quality. First, consider what your audience wants to know. Then, generate three to ten questions to ask a professional.

[Learn a tactic that works] Instantly access the webinar →

Tap Social Media

The Issue: Where do you find the professionals you need to interview for your next piece of high-expertise content?

The Solution: With so many experts creating on social media, it’s a great platform to leverage. Here are essential outreach steps you can do:

  • Observe.
  • Participate.
  • Engage.
  • Network.

Doing this can also be considered link-building in another sense. Because link building is marketing, and marketing is about building relationships.

Find Allies Who Are Also Targeting Your Audience

Combining outreach efforts with the Nexus approach helps you create relationships and connections beyond just the link.

[Learn what the Nexus approach is] Instantly access the webinar →

3. Use Other Authority Builders, In Addition To Links

One way to increase brand queries is through influencers, knowledge panel (which becomes part of a brand’s search results), and mentions.

To increase mentions:

  • Use HARO & Terkel.
  • Publish unique industry data.
  • Do something distinctive that stands out.
  • Connect with publishers with significant traffic, not for links but for visibility & mentions.
  • Leverage influencers and industry experts.

[BONUS: Get a step-by-step branded keyword strategy] Instantly access the webinar →

At the end of the day, when you publish unique, relevant, and authoritative content, it gets referenced and cited by others.

[Slides] Discover The Top 3 Ways To Build Authority By Going Beyond Just Link Building

Here’s the presentation:

Join Us For Our Next Webinar!

Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit

Join Malin Blomberg, CEO of Bidbrain and Google Shopping expert, as she shares the best hacks for digital marketers and ecommerce business owners to maximize conversion value.


Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal



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Microsoft Introduces Category-Based Targeting For Search Ads

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Microsoft Introduces Category-Based Targeting For Search Ads

Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.

This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.

Moving Beyond Keyword Targeting

Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.

By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.

Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.

As a result, strategies limited to keyword targeting don’t adequately address their needs.

Unlocking The Power Of Category-Based Targeting

Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.

This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.

By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.

Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.

Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.

This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.

For retailers, this efficiency translates into increased demand.

Proven Results: Higher CTR & RPM

Tests have shown that this unique solution delivers impressive results.

Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.

Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).

The Future Of Search Advertising?

Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.

By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.

As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.


Featured Image: sockagphoto/Shutterstock

Source: Microsoft



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