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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.

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Google To Upgrade All Retailers To New Merchant Center By September

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Google To Upgrade All Retailers To New Merchant Center By September

Google has announced plans to transition all retailers to its updated Merchant Center platform by September.

This move will affect e-commerce businesses globally and comes ahead of the holiday shopping season.

The Merchant Center is a tool for online retailers to manage how their products appear across Google’s shopping services.

Key Changes & Features

The new Merchant Center includes several significant updates.

Product Studio

An AI-powered tool for content creation. Google reports that 80% of current users view it as improving efficiency.

This feature allows retailers to generate tailored product assets, animate still images, and modify existing product images to match brand aesthetics.

It also simplifies tasks like background removal and image resolution enhancement.

Centralized Analytics

A new tab consolidating various business insights, including pricing data and competitive analysis tools.

Retailers can access pricing recommendations, competitive visibility reports, and retail-specific search trends, enabling them to make data-driven decisions and capitalize on popular product categories.

Redesigned Navigation

Google claims the new interface is more intuitive and cites increased setup success rates for new merchants.

The platform now offers simplified website verification processes and can pre-populate product information during setup.

Initial User Response

According to Google, early adopters have shown increased engagement with the platform.

The company reports a 25% increase in omnichannel merchants adding product offers in the new system. However, these figures have yet to be independently verified.

Jeff Harrell, Google’s Senior Director of Merchant Shopping, states in an announcement:

“We’ve seen a significant increase in retention and engagement among existing online merchants who have moved to the new Merchant Center.”

Potential Challenges and Support

While Google emphasizes the upgrade’s benefits, some retailers, particularly those comfortable with the current version, may face challenges adapting to the new system.

The upgrade’s mandatory nature could raise concerns among users who prefer the existing interface or have integrated workflows based on the current system.

To address these concerns, Google has stated that it will provide resources and support to help with the transition. This includes tutorial videos, detailed documentation, and access to customer support teams for troubleshooting.

Industry Context

This update comes as e-commerce platforms evolve, with major players like Amazon and Shopify enhancing their seller tools. Google’s move is part of broader efforts to maintain competitiveness in the e-commerce services sector.

The upgrade could impact consumers by improving product listings and providing more accurate information across Google’s shopping services.

For the e-commerce industry as a whole, it signals a continued push towards AI-driven tools and data-centric decision-making.

Transition Timeline

Google states that retailers will be automatically upgraded by September if they still need to transition.

The company advises users to familiarize themselves with the new features before the busy holiday shopping period.


Featured Image: BestForBest/Shutterstock

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Meta AI Introduces AI-Generated Photos to All Platforms

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Meta AI Adds AI-Generated Images to Social and Messaging Platforms and Expands Availability to More Languages and Countries

Meta just released multiple updates to Meta AI which brings advanced image generation and editing capabilities directly to Facebook, Instagram and WhatsApp feeds, plus availability in more countries and languages.

New Meta AI Creative Tools

Meta AI is bringing AI generated and AI Edited photography that can be generated at the moment a user is making a post or sending a message with a new tool called Imagine Me.

Imagine Me is a prompt that can be used to transform an uploaded image that can be shared. This new feature is first rolling out as a beta in the United States.

Meta explains:

“Imagine yourself creates images based on a photo of you and a prompt like ‘Imagine me surfing’ or ‘Imagine me on a beach vacation’ using our new state-of-the-art personalization model. Simply type “Imagine me” in your Meta AI chat to get started, and then you can add a prompt like “Imagine me as royalty” or “Imagine me in a surrealist painting.” From there, you can share the images with friends and family, giving you the perfect response or funny sidebar to entertain your group chat.”

New Editing Features

Meta products like Facebook, Messenger, WhatsApp and Instagram now have advanced editing capabilities that allow users to add or remove objects from images, to change them in virtually any manner, such as their example of turning a cat in an image into a dog. A new Edit With AI button is forthcoming in a month that will unlock even more AI editing power.

Adding AI generated images to Facebook, Instagram, Messenger and WhatsApp within feed, posts, stories, comments and messages is rolling out this week in English and coming later to other languages.

Screenshot of a Facebook user adding an AI generated image into their post

Meta AI In More Countries And Languages

Meta AI is now available in seven additional countries, bringing the total countries to to 22. It is also available in seven more languages.

List of Seven Additional Countries:

  1. Argentina
  2. Cameroon
  3. Chile
  4. Colombia
  5. Ecuador
  6. Mexico
  7. Peru

Meta AI is now also available in the following seven additional languages:

  1. French
  2. German
  3. Hindi
  4. Hindi-Romanized Script
  5. Italian
  6. Portuguese
  7. Spanish

Advanced Math And Coding

Meta AI is making their most advanced model, Llama 405B, available for users to take advantage of its advanced reasoning abilities that can answer complex answers and excells at math and coding.

Meta AI writes:

“You can get help on your math homework with step-by-step explanations and feedback, write code faster with debugging support and optimization suggestions, and master complex technical and scientific concepts with expert instruction.”

Read the official announcement:

Meta AI Is Now Multilingual, More Creative and Smarter

Featured Image by Shutterstock/QubixStudio

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System Builders – How AI Changes The Work Of SEO

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Kevin Indig's Growth Memo for SEJ

AI is terraforming tech. The content and SEO ecosystem is undergoing a massive structural change.

Human-written content gains value faster for LLM training than for end consumers as the pure profit licensing deals between LLM developers and publishers show.

Publishers struggle to survive from digital subscriptions but get millions that go straight to their bottom line for providing training data.

Content platforms, social networks, SaaS companies and consumer apps coat their products with AI. A few examples:

  • Spotify DJ (AI-generated playlist).
  • AI Overview (AI answers in Google Search).
  • Instagram AI personas (celebrity AI chatbots).
  • Ebay’s magical listing (turn a photo into a listing).
  • Redfin Redesign (try interior designs on real house pictures).
Image Credit: Kevin Indig

The quality of machine-generated content (MGC) challenges human-generated content (HGC). I ran an experiment with my Twitter and LinkedIn followers: I asked them to choose which of two articles was written by a human and which by a machine – and they had to explain their answer.

Only a handful of people figured out that AI wrote both pieces. I intentionally framed the question in a leading way to see if people would challenge the setting or believe that one piece was written by a human if told so.

  • Not an isolated experiment: A survey of 1,900 Americans found that 63.5% of people can’t distinguish between AI content and human content.1
  • People seek help: Google search demand for [ai checker] has reached 100,000 in May 2024 (Glimpse).
  • Dark side: scammers use MGC to make money, as 77% of AI scam victims lost money.2
Search demand for AI checkerImage Credit: Kevin Indig

The quality level of LLMs pushes SEO work towards automating workflows and learning with AI, while writers will take content from good to great instead of zero to one.

Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!

How AI Changes The Work Of SEOImage Credit: Lyna ™

System Builders

Clients, podcasters and panel hosts often ask me what skills SEOs need to build for the AI future. For a long time, my answer was to learn, stay open-minded and gain as much practical experience with AI as possible.

Now, my answer is SEOs should learn how to build AI agents and workflows that automate tasks. AI changes the way search works but also the way SEOs work.

AI + No-code Allows SEOs To Automate Workflows

A few examples:

1/ Cannibalization

  • Old world: SEOs download search console data and create pivot tables to spot keyword cannibalization.
  • New world: SEOs build an AI workflow that sends alters, identifies true keyword cannibalization, makes content suggestions to fix the problem, and monitors the improvement.

2/ Site Crawling

  • Old world: SEOs crawl websites to find inefficiencies in internal linking, status code errors, duplicate content, etc.
  • New world: SEOs build an AI agent that regularly crawls the site and automatically suggests new internal links that are shipped after human approval, fixes broken canonical tags and excludes soft 404 errors in the robots.txt.

3/ Content Creation

  • Old world: SEOs do keyword research and write content briefs. Writers create the content.
  • New world: SEOs automate keyword research with AI and create hundreds of relevant articles as a foundation for writers to build on.

All of this is already possible today with AI workflow tools like AirOps or Apify, which chain agents and LLMs together to scrape, analyze, transform data or create content.

Moving forward, we’ll spend much more time building automated systems instead of wasting time on point analyses and catalogs of recommendations. The SEO work will be defining logic, setting rules, prompting and coding.

building automated systems Building workflows with AirOps (Image Credit: Kevin Indig)

You Can Learn (Almost) Anything With AI

I never made the time to really learn Python or R, but with the help of Chat GPT and Gemini in Colab, I can write any script with natural language prompts.

When the script doesn’t work, I can paste a screenshot into Chat GPT and describe the issue to get a solution. AI helps with Regex, Google Sheets/Excel, R, Python, etc. Nothing is off-limits.

Being able to write scripts can solve problems like data analysis, a/b testing and using APIs. As an SEO, I’m no longer dependent on engineers, data scientists or writers to perform certain tasks. I can act faster and on my own account.

I’m not the only one to figure this out. People are learning to code, write and many other skills with AI. We can learn to build AI workflows by asking AI to teach us.

Search demand for coding with AI is explodingImage Credit: Kevin Indig
Search demand for write with AI is explodingImage Credit: Kevin Indig
Search demand for learn with AI is explodingImage Credit: Kevin Indig

When you can learn almost anything, the only limit is time.

The Work Of Writers Changes

Against common belief, writers won’t be crossed out of this equation but will play the critical role of editing, directing and curating.

In any automated process, humans QA the output. Think of car assembling lines. Even though AI content leaps in quality, spot checks reduce the risk of errors. Caught issues, such as wrong facts, weird phrasing or off-brand wording, will be critical feedback to fine-tune models to improve their output.

Instead of leg work like writing drafts, writers will bring AI content from good to great. In the concept of information gain, writers will spend most of their time making a piece outstanding.

The rising quality work spans from blog content to programmatic content, where writers will add curated content when searches have a desire for human experience, such as in travel.

A mini guide to Los AngelesTripadvisor’s attraction pages feature human-curated sections. (Image Credit: Kevin Indig)

Unfair Advantage

As often with new technology, a few first-mover people and companies get exponential value until the rest catch up. My worry is that a few fast-moving companies will grab massive land with AI.

And yet, this jump in progress will allow newcomers to challenge incumbents and get a fair chance to compete on the field.

AI might be a bigger game changer for SEOs than for Google. The raw power of AI might help us overcome challenges from AI Overviews and machine learning-driven algorithm updates.

But the biggest win might be that SEOs can finally make something instead of delivering recommendations. The whole value contribution of SEOs changes because my output can drive results faster.

Survey: ChatGPT and AI Content – Can people tell the difference?

Artificial Intelligence Voice Scams on the Rise with 1 in 4 Adults Impacted


Featured Image: Paulo Bobita/Search Engine Journal

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