AMP, Social Shopping & The Truth About E-Commerce SEO: Weekly Reading List
Nowadays, digital is in the heart of every business strategy and so many tools are available to optimize the effectiveness of marketing digital in terms of customer experiences, client’s expectations but also best practices on advertiser’s side. Are you interested in learning more about new technologies developed such as AMP? Or, how advertisers establish their strategy regarding social shopping thanks to innovation? Maybe you would like to understand why e-commerce SEO must be manage meticulously.
If so, don’t go anywhere, this post is tailor-made for you!
The Best-Kept AdWords Secret: AMP Your Landing Pages
The best experiences are those where we don’t have to wait for stuff, right?
Successful companies understand that: “fast = more money”. Luckily, there are areas of business where we don’t need to invest millions to deliver more speed. This is AMP (or accelerated mobile page) from Google to make mobile web pages faster. Through AdWords, advertisers can take advantage of this technology to serve faster landing pages.
For advertisers, speed is a primordial element as it can have a huge impact on conversion rates and quality, or even if your ad is disapproved or not. Google really cares about speed!
Google has a plan to fix it and it’s making the mobile web faster with AMP. But how AMP support AdWords?
AdWords doesn’t favour ads that lead to AMP landing pages. Nevertheless, AMP is a web standard so advertisers can use it today to create faster landing pages which typically have a positive impact on bounce rates, conversion rates, time on site, and maybe even quality metrics. Seriously, why advertisers should care about AMP? The answer is simply because it provides better CTR, better quality score and lower cost per click for the same rank. Everything good for the business.
Additionally, AMP drives big gains for sites using it. Faster loading pages create a better user experience and that leads to increased usage. Obviously, it depends on what kind of business it is but, as example, for e-commerce sites which are very conscientious to offer the best experience as possible to their customers, it likely also means more business.
Why don’t we hear about more advertisers using AMP? Is this one of the best-kept secrets of successful advertisers? Google’s organic search listings both identify AMP pages and load them instantly. While AdWords does not provide the same level of support, advertisers can still benefit today from sending mobile traffic to AMP pages. Assuming it’s just a matter of time until AdWords starts to support the AMP cache, advertisers who set up AMP now will be the first to benefit from the additional boost in speed when AdWords starts to support it.
To read more, click here.
Social Shopping: How To Use Social Media Analytics To Quantify Purchase Intent
Marketers today have advanced technologies and tools to gain a deeper understanding of their potential customers. Nevertheless, tracking what happens before the customer ever clicks your ad or visits your website to make a purchase is still a mystery to many marketers.
Effectively, most consumers do not go straight to a brand’s website when evaluating a purchase. It’s at this stage that the importance of social media takes part. Millions of consumers are talking about each step of their shopping experience on social channels.
What about purchase intent through social media analytics?
- Understand your product category and buyer cycles
No matter what you are selling you need to understand customer’s behaviours and how they are making decisions to buy these types of products. With the understanding of how people proceed, you can get into brand-specific metrics. Additionally, you can conduct an analysis on social media to get richer insights into the buyer journey.
- Predict product launch results
Social media is a good indicator of whether a new product launch will be successful or not. Large volume through social media channels can indicate purchase intent and brands can improve anticipate product demand.
- Identify drivers to purchase
Social media analysis can help you to determine why people will buy your product or not. Elements like price, competition, brand must be identifying as a weakness or a strength for your business. This insight can help marketers craft better campaigns that highlight aspects that drive purchases.
So, combining social purchase intent data with other metrics, like web and ad analytics you can create more predictive purchase intent models. Then, marketers can focus on campaigns that provide them with the top reasons as to why a person buys a product.
Why E-Commerce SEO Is NOT a One-Shot Wonder
As an e-commerce web shop deploying strategic SEO for your business growth, the last thing you want is to be known as a one-shot wonder. You should ensure that everything you do is sustainable and long-lived.
Unethical cut-and-run SEO providers come to new clients with the promise of “quick and easy” top rankings on Google. Obviously, the key elements of successful web shop SEO are:
- Use search and analytics data to guide strategy
- Have a customer-focused website structure and information architecture
- Base content creation upon search data
- Solve critical problems early in the process
- Follow SEO best practices for e-commerce web shops
However, the most important thing to keep in mind is that this is a continuous and ongoing process. Monitoring helps improve your strategy. A successful SEO strategy to turn around your e-commerce website cannot be implemented in one sitting. The best outcomes are seen when your SEO tactics are consistent, strategic and sustained.
So now the question is- how will your data-driven SEO strategy evolve?
Let’s imagine that you’ve implemented all the previous principles in your e-commerce SEO and are seeing an improvement in website traffic. If you stop working on your SEO, then you might overlook new opportunities to grow or miss a chance to fix what’s broken. So, what you should do is continuously review your analytics data and use this to inform your ongoing SEO strategy to further boost your rankings, traffic and sales.
Also, SEO helps integrate teams. Best results come from collaboration and discussions between teams but unfortunately this doesn’t happen often. That’s why it is so difficult to sustain early results.
Of course, old habits die hard but the key difference that sets apart winning e-commerce sites from their competitors is that they select a quality SEO service provider which goes through the different steps. It’s important to remember not to overestimate expected results; always be rational and objective.
To read more on this topic, click here.