spend less, make more - ecommerce platforms · accelerated mobile pages (amp) • lightweight...

Spend Less, Make More: 5 Ways to Boost Online Sales While

Lowering Ad Spend

Syncrony (South Africa)

www.syncrony.com

howard@syncrony.com

Dr Howard Rybko

Google,Google,Google

Why It’s All About Google

Google dominates Australian Search Engines

• Google at about

90% (Mobile higher)

Better organic

search results =

lower ad spend

Huge Google Search Change Coming

• New Primary Mobile

index in next few

months (Gary Iiyes Oct)

• Ties in with user

behavior (situational)

• Makes AMP more

important

• Means more work for

SEO

The Shrinking Landscape

• No more right hand side ads

• To accommodate mobile search

The Shrinking Landscape 2

• Knowledge panel on right

• Google’s own data

• Goal is engagement

• Detracts from YOUR links

The Shrinking Landscape 3

• Rich Answers

• Asking the right question can be an opportunity

Bottom line is that we are sinking below the fold

Our Mission Today

• Improve unpaid search results

as much as possible

• Reduce spend on AdWords and

other online marketing channels

Take-Aways Today:

1. Get Your Basics Right

2. Implement Structured Data

3. AMP Your Product Pages

4. Understand Canonical

5. Leverage Local

Step 1:

Get Your Basics Right

Basics

• Check your Magento

SEO Checklist

• Secure your site (EV)

• Product Meta Data

• Optimize Product

Descriptions

(lots of work!)

Spend Time in Search Console

Step 2:

Implement Structured Data

Implementing Structured Data• Quick!

• Many extensions available (1.9x and 2.1)

• Product listings – prices, specials and stock levels

• Reviews

• Company contact details

• Local business search presence

• Blog posts

Pages With Schema Markup Rank 4 Positions Higher in Search Results [2014 Searchmetrics Study ]

https://www.magentocommerce.com/magento-connect/rich-snippets-suite.html

After Implementation

Google Structured Data Test Tool

Case Study: 42% Increase in Traffic!

Structured data & Site map submitted

Step 3:

AMP Your Product Pages

Accelerated Mobile Pages (AMP)

• Lightweight subset of HTML +

JavaScript Library

• Comes with a free CDN (Content

Delivery Network)

• Over 600 million pages cached

already!

• Growing at 4 million a week

How AMP Works

AMP Benefits

• Not officially a ranking factor … anecdotal evidence

suggests otherwise

• Users preference for AMP pages will grow exponentially

• Speed will drive users and drop bounce rates

• Can be used instead of responsive site for mobile

AMP Becoming More Important

• Early adoption opportunity

• Could rise as mobile becomes more

dominant

• EASY to add to your MagentoPlumRocket extension worked out of the box

Step 4:

Understanding Canonical

What is Canonical?

‘Code of laws enforced in a

hierarchy’

In ecommerce terms it is a page

that you:

• Want to appear in search

results

• Want your visitors to see

Why You Need to Understand Canonical

Recent survey of US ecommerce sites:

• 25% implemented in damaging ways

• 50% used improperly

Hard to Understand:

• Faceted navigation adds complexity

• Not immediately processed after a crawl

Check Your Canonicals!

Are you:

• Using a single URL – www,non-www,HTTP, HTTPS

• Specifying a master page for any parameterized pages

e.g. category page/?color=red

• Redirecting properly?

• Handling– Sort Orders

– Filters

– Pagination

Example

…/t-uni-fluorescent.html

…/t-uni-54w-fluorescent-white.html

Duplicate Content Penalties

No such thing

But the cost of having

duplicate pages is REAL

Canonical can save you.

Step 5:

Leveraging Local

The Shrinking Landscape 4

Mobile View

(search: vehicle repair Sydney)

The GMB Panel (Google My Business)

• Desktop local search

• Google controls where links on the right go!

GMB - Google in Control

Local Search is Important - Even For Online

Does not matter if you’re

purely an online operation!

Google research shows:

• Over 70% of all search activity

is related to local searches

• 50% of mobile searches with

local intent lead to store visits

within a 24 hour period

Context Matters for Mobile

Context is especially important for mobile search.

• Study your Search Console – Search Analytics

• Create content or product specials from the results

GMB Will Boost Your Site!

• Boost local search

• listings

• Improve overall

ranking ability

• Prevent competitors

from gaining listings

• Act as a platform for

local reviews

To Do:

• Work on your

Google My Business!http://www.google.com.au/business/

• Add review links to

mail communications

• Ask for reviews

• Consider review links

for website productsSee Supple.com.au – review

link generator

Questions.

Thank You.

Howard Rybko

howard@syncrony.com

http://syncrony.com