strengthening your retail presence beyond google by chris humber

#SMX #13C @CatalystSEM

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STRENGTHENING YOURRETAILPRESENCEBEYONDGOOGLE


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Product related searches within Traditional Search Engines (Google, Bing, Yahoo) have not changed in the last 4 Years…


PRODUCT LISTING ADS

ORGANIC SEARCH

PAID SEARCH

Local / Map Pack

Knowledge Cards

News

Supplemental/Mobile

Video


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Where do consumers go when researching, or when ready-to-purchase Products?


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MOBILE DESKTOP

AD


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PLAYING THE eRETAIL GAME BEYOND SEARCH ENGINES


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AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY

Sources: Is Amazon the Search Engine for Online Shopping, BloomReach October 2015; BloomReach Survey Thanksgiving holiday weekend shopping habits, December 2015

Consumers used Amazon as a top destination for product searches

of consumers start their product searches on Amazon 44%


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39% of consumers surveyed said Amazon

has better product-searching capabilities vs. 8% on Google


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43% of U.S. shoppers said the main reason

they chose Amazon is the ability to intuitively find or predict exactly what

they want more quickly


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73% of shoppers said they’d make a purchase on

Amazon, and 87% said they would check Amazon at least once during their shopping process during shopping holiday weekend


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ALTHOUGH AMAZON IS THE LARGEST RETAILER ONLINE, eRETAIL EXTENDS FAR BEYOND IT.


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THE NEW eRETAIL LANDSCAPE

eRETAILERS (MULTIPLE CATEGORIES) SOCIAL SHOPPING


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BY DEFINITION SOCIAL - YET CONSUMERS ARE NOT HERE TO TALK TO BRANDS

55% of users go to Pinterest to find and shop for products; not to talk to friends or brands compared with 12% on Facebook and 12% on Instagram. Source: “Brief: Stop Treating Pinterest Like a Social Network”, Forrester


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OPTIMIZING YOUR eRETAIL PRESENCE


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THE BENEFITS OF eRETAIL OPTIMIZATION Traditional optimization tactics can help your eRetail efforts

in numerous ways:

•  Rankings

•  Relevancy

•  Traffic/Conversions

•  Version Control / Syndication

•  Organic/traditional search results


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LEVERAGE MULTIPLE TOOLS FOR KEYWORD IDENTIFICATION


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AMAZON RETAIL ANALYTICS PREMIUM PROVIDES TOP 100 Beauty Amazon.com Home/Garden Electronics


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UNDERSTAND THE SEARCH LANDSCAPE BEYOND GOOGLE

Brand Retailer 1 Amazon Organic

Amazon Paid Retailer 2

Google Organic

Google Paid

Google Shopping/PLAs Retailer 3 Walmart

Brand 1 18% 18% - - 5% 34% 14% - 3%

Brand 2 22% 39% 2% 4% 21% 13% 67% 2% 52%

Brand 3 7% 3% - 50% 9% 1% 10% 1% 2%

Brand 4 8% 32% - 26% 1% 1% 5% 10% 15%

Tools: Ranking visibility Tools (STAT, Brightedge, etc.)

Competitive tools (SEMRush, SpyFu, AdGooRoo Custom crawlers: Mozenda, Deep Crawl


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IMPROVING FINDABILITY & SHOPPABILITY


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Shoppability Findability The Sweet Spot


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CASE STUDY: Prior to our optimizations, client had SKUs that were not showing up

on Page 1 of multiple retailer’s search function.


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ADOPTION OF PRODUCT SEARCH OPTIMIZATIONS PROVIDED A 2X INCREASE IN TRAFFIC & SALES

1000

1100

1200

1300

1400

1500

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1700

6000

7000

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9000

10000

11000

12000

13000

8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 3-Jun 10-Jun 17-Jun

Sales & Traffic

Traffic Sales


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KEY STEPS TO IMPROVING SHOPPABILITY, IMPROVES CONVERSION RATES

BEST PRACTICE

IMAGES 3 or more images

REVIEWS 21 reviews or more

SUPPLEMENTAL CONTENT

At least 1 piece of supplemental content

AVAILABILITY Always in stock


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AMAZON RANKING INFLUENCERS

The top 5 factors that correlate with a better ranking: Amazon Best Sellers Rank (Sales Rank)

Items Sold/Fulfilled by Amazon

Keywords in Product Title

Prime Eligible products

Discounts


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AMAZON SEO Correlations by Ranking Factor

-0.06 -0.04 -0.02 0 0.02 0.04 0.06 0.08 0.1 0.12 0.14

Third Party Merchant Fulfilled

Third Party FBA

Feature EM Occurances

Description EM Occurances

Total EM Occurances

Feature BM Occurances

EM Product Title

Discription BM Occurances

Total BM Occurances

MBM Product Title

Discount Amount

Prime Eligibility

MBMP Product Title

Sold by Amazon.com

Sales Rank R Value


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EXCLUDING AMAZON, MAJORITY OF eRETAIL MARKETPLACES ARE INFLUENCED BY STANDARD SEO

Optimization Study

We decided to test our hypothesis by creating a test and control group of SKUs By applying traditional SEO tactics, we were able to demonstrate a 14% lift in traffic

Optimized Group Control Group - Not Optimized Those not optimized for Findability showed a 1% decrease in shopper

visits

-1%

+14%Tracked and

optimized product pages showed a 14%

improvement in shopper visits


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EXTENDS BEYOND

Product Inventory & Data Information

OptimizationofProductSKUs

eRetailers

Social PLA / CSE

Benefits: •  Version Control •  Syndication


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THE ACT OF OPTIMIZING PRODUCT PAGES CAN IMPROVE ORGANIC SEARCH VISIBILITY

Newly optimized product pages can also see a positive improvement in traditional search results in Google, Bing and others


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IN SUMMARY, EXTENDING YOUR EFFORTS BEYOND TRADITIONAL SEARCH ENGINES IS:

•  Necessary

•  Immediate

•  Beneficial


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Chris Humber Head of Practice, Search Catalyst

[email protected] 212-297-8190

617-663-1247 | CatalystDigital.com | © 2016 Catalyst | All Rights Reserved

THANK YOU! See You At The Next #SMX

strengthening your retail presence beyond google by chris humber

Marketing