Hello everyone, it’s sunny, it’s Friday and it’s time for our weekly reading list. Here at Stellar Search, we have picked two hot topics this week; the latest periodic table of SEO success factors and why ‘good’ isn’t good enough in Google Shopping.
The Periodic Table Of SEO Success Factors: 2017 Edition Now Released
In this edition, the main important factors are related to mobile, direct answers and site speed increase. On the other hand, factors related to search history have decreased and factors related to site identify and personal social sharing hav dropped entirely.
The goal of the periodic table of SEO success factors is there to help publishers focusing on fundamentals to successfully do search engine optimisation. The depth and philosophy behind this is much larger and goes back to 2011 as there is a total list of Google’s 200 major ranking factors or thousands of sub factors.
This table was made to help is guide those who are both new to and experienced with SEO, focusing on major areas of importance. The first thing is that title tags are generally important and should be descriptive. Social sharing is indirectly benefiting SEO and the aim therefore is not to worry about the specifics. That sounds pretty much what we know, however it might look a bit complex for the ones who are new.
Here a simplified version of the SEO table:
Two major classes of factors:
- On-the-page SEO: These factors are mainly in control within publishers
- Off-the-page SEO: These factors are influenced by others or not directly tied to publisher’s site
Within these two classes are seven categories:
- Content – Factors relating to the content and quality
- Architecture – Factors about overall site functionality
- HTML – Factors to web pages
- Trust – Factors related to trustworthiness and authority of site
- Links – Factors related to how linked impact rankings
- Personal – Factors on how personalisation influences rankings
- Social – Factors on how social sharing impacts rankings
Read more on further factors and find a close-up of the table here.
If you are interested in the new elements which were added, continue to read below.
Factors With Weight Increases: Mobile, Speed & Direct Answers
Am: Mobile – Google continues pushing for content to be mobile friendly given that more than 50% of Google search are done on mobile. Furthermore, Google will use mobile-first index by the end of this year or in 2018.
As: Speed – Google continues emphasising the importance of speed as ranking factor including widely implementing the AMP (Accelerated Mobile Pages) format that it backs.
Ca: Direct Answers – Both Google and Bing are showing more and more direct answers that are removed from web pages above regular listings, which Google calls featured snippets.
Read more on the different factors with weight increases, decreases, considered but not added, not mentioned but notable or not changed here.
Why ‘Good’ Isn’t Good Enough In Google Shopping
Google has put a lot of effect into Shopping ads due to its huge growth in clicks. Firstly, Google has increased its number of ads shown and product listing ads have grown larger on both mobile and desktop over the past year, resulting in organic results being pushed further down the page.
Also, visually oriented Shopping ads, where the image of the product is presented instead of the traditional three lines of test has taken a large part of ad creeping. This doesn’t come to a surprise as most of Google searches are now coming from mobile devices. Based on Google’s research, consumers are more likely to click on image-based ads then text-based ones. Shopping ads now present approximately 74% of all ads clicked on Google.
The question is, how can you grow your Shopping campaign beyond natural growth? Below are three ways to give your Shopping campaigns a boost:
One of the main challenges with Google Shopping has always been that there is no keyword targeting. However, by creating three distinct campaign types, i.e. Generic, Designer and Fallback (optional) with a shared budget it is possible to apply a combined strategy of campaign priorities, bids and negatives to filter query traffic to the correct campaign.
Google’s bidding algorithm works differently in Shopping than in Text ads. In Shopping, there is a minimum bid in order to be eligible for the auction. Then followed by a point where traffic accelerates quickly for small bid increases and a final part where bid increases have a minor impact on traffic volume.
A good guide would be, if the bid increases and the conversation rate decreases while sales stay the same, it means that the bid is too high. A decrease in CRT or a big difference between the bid and the average CPC can also be a good indication that search with low relevance are being identified as suitable and therefore lower the bids.
Managing bids manually isn’t rocket science, however it is time-consuming and never ending.
Feed Title Optimisation
Finally, product titles are one of the most important factors when it comes to Google deciding if it is relevant to the user’s search query. A good product title will tempt more shoppers to click on it. Feed title optimisation involves adding popular search terms to your product title. In order to know which terms should be added, words need to be identified or combined which are contained in search queries however not in the product feed.
Find detailed explanation and graphs on segmentation, bid management and feed title optimisation here.
We hope that you’ve got the first taste how to invest in Google Shopping before it’s too late.