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Advanced Ecommerce SEO Strategies for 2015

Ecommerce StrategyWith the influx of competition, basic ecommerce SEO marketing strategies no longer cut it. You’ll need to be ahead of the competition and introduce new ecommerce SEO and digital marketing techniques that will help your business stand out.

If you’re currently looking for ways to make your mark and progress the visibility of your ecommerce site, check out these advanced ecommerce SEO strategies for 2015.

Schema Markup

Schema Markup is essentially a microdata that makes it easier for search engines to understand what your content means. For example, the word “Sarah Collins” appears in the article – but for the search engine, this is just a random set of words with absolutely no meaning.

Schema Markup makes it possible for the search engine to identify Sarah Collins as the author of the article by placing the right microdata in the code. Now, whenever a search is made from the words “Sarah Collins”, it becomes easier for the search engine to crawl through your site and identify the important words.

Simply put, using Schema Markup helps increase your visibility online. It's far from being a "magical" fix on your ecommerce SEO strategy, but be aware that when combined with proper optimization techniques, schema can help you stand out from the crowd.

More on Schema can be found on Schema.org – and you’ll be glad to know that this project is actually collaboration between Yahoo, Google, and Bing.

Content Marketing Strategy

Content marketing is the use of articles, videos, images, and even audio to reach out to your market. In the old day, the basic concept for content marketing is simply: to create something the market finds useful/entertaining.

Today though, content marketing strategy is the buzzword in the SEO community. This is simply a documented, step-by-step plan, on what you plan to say and how you plan to say it. Your strategy should contribute towards a common whole and should include the following components: (1) business plan for innovation, (2) content mapping, (3) persona development of the target market, (4) brand story, and (5) business plan for content marketing.

More great SEO-driven content marketing strategies can be found at the ContentMarketingInstitute.com.

Ironing the Technical and Creative Team

When it comes to content, the typical flow is that the creative team works on the job first and when they’re done, the technical team swoops in and optimizes the system. This is a fairly good process – but you have to understand that the two teams sometimes do not meet eye to eye.

So how do you solve this problem? It’s a good idea to find an overlap between the two – don’t divide the team but rather, help each one find a common ground in the process of their work. This makes it easier for each one to create and optimize content for SEO with a common goal kept top of mind.

If you outsource your technical ecommerce SEO services then you'll want to ensure that there is good communication between this party and the creative team.

Invest in Mobile

This seems pretty basic, but the fact is that businesses aren’t paying as much attention to mobile as they need to. Remember: there’s wireless internet now, and the number of mobile phones in use are marginally larger than computers.

If you haven't heard already, Google has plans to roll-out a mobile search ranking factor that will diminish the rankings of non-mobile-friendly websites. In short, this new mobile friendly ranking signal can have a tremendous impact on your ecommerce site's rankings in Google mobile search. As a result, one of your advanced SEO strategies for 2015 therefore should involve mobile site optimization – specifically, mobile SEO.

Share SEO Information

Lastly, give your internet marketing teams the chance to bond, swap information, and learn from each other. Remember: they’re aiming for the same goal so it makes sense that they’d share information and use each other’s data to achieve results. For example, there’s SEO and PPC. The two might approach marketing in a completely different way, but you’ll find that SEO can supply PPC with invaluable information and vice versa. Ultimately, good synergy between your team will results in successful ecommerce SEO marketing strategies that win in 2015.

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AdWords "Store Visits” Feature Measures Ad Influence on In-Store Traffic

If an individual buys clothing from Amazon.com then they can receive it as fast as the next day with overnight shipping. You might be surprised to learn though, that even in this age of smart phones and online shopping, in store transactions account for over 93% of all the retail sales in America. Shopping in the store will be around for quite some time.


Google Adwords

Because of this Google has launched a new metric as part of exploring marketing solutions linking AdWords back to in-store traffic. The way this works is through the sharing of smart phone location history combined with clicking of ads on the phone.

How it Works

A simple example would be you clicking on an ad for Macy’s on your smart phone. Then later you actually visited the store and allowed your phone to share its location with google. Of course there is so much more that goes in to these calculations and collection of data, but that is essentially how it works.

Of course, since Google has indeed been in trouble for privacy violations in the past, this brings up similar questions. Is this violating user privacy? The short answer to that is no. Not only is this feature carefully designed to maintain security of private data, but the smart phones submission of data will be sent in anonymously. This should be a sigh of relief for many who are insecure about their privacy being violated online, and we will see as time tells if Google is able to maintain this high security if controlled data.

Lacking Statistical Relevancy?

A problem with this marketing relationship is that it only measures in store visits, not actual purchases. So if a company wants to see the correlation between their AdWords clicks and actual revenue from product, they’ll have to wait a while longer. Google is actually working on a separate test to see if they can measure the relationship between purchases and the retailer’s data. However, as of the moment no such thing is available on the market.


Store Visits Traffic

Currently Google is looking for additional data to sample so if you are running a big retail business; it might be worth it to check it out. Google is very open about letting companies in to their trials so contacting a local rep to get more information is definitely an option. The future of this program is unsure but if enough companies show interest, then it could expand beyond retail and become quite large.

Again, this program is a new metric testing the relationship between clicks on AdWords and actual in store visits as recorded by smartphones location tracker. If this program is successful then it could have a quite a large impact on modern marketing strategies and be a great asset for the retail industry to increase store visits.

We live in the digital age of instant gratification. If you are sitting at home and get the sudden desire to see that one movie you loved as a child, all you have to do is pop open the online streaming service of your choice and watch it. This works for video games and TV-shows as well. Almost anything can be received extremely fast now days.

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Employing Schema Markup for Ecommerce SEO

schema seo orgThe Schema markup is one of the latest and new forms of optimizing a website for better placement and unique identifications on search engine results. Some corporate and ecommerce SEO sites have utilized the SEO values of this new optimizing technology and they have achieved a great boost in their rankings. However, a majority of webmaster are missing out on the benefits of this advanced ecommerce SEO optimization due to lack of a clear understanding on how the Schema markup works.

Once you understand or grasp a concept on how to use Schema with your ecommerce website, you will discover that Schema markup is a very innovative and great ecommerce SEO optimizing technology to use on your site. The term Schema markup means "a semantic vocabulary that is placed on a website to help search engines determine the information displayed on a site in order to present informative results to users." Schema markup is very essential to Google’s rich snippets and generating enhanced Google listings.

Better Communicate Optimized Content to Search Engines

Normally when you write an article of a product description and publish it to your ecommerce site, Google and other search engines crawl your site and rank the post or page according to it’s Keywords and SEO score. If you post a new article with Schema markups, your website will be crawled in another different way than a normal crawl.

The search engines will interpret the code of the Schema markup and they will use it to better understand, rank, and display your site in the search engine results.

For example, if your ecommerce website specializes in selling "microwaves" and you happen to write a product description article about "microwaves". The search engines will note the keyword and place your site on search engine result page (SERP) for microwaves.

However, if you add aggregate rating Schema markup for 5 Star ratings after 245 reviews around the name "microwave". Search engines will be able to recognize that your site also includes rating reviews and a category ranking of the top 10 microwaves. With these details, the three main search engines will be able to provide results that will display better information of users searching for the term "microwave"

Attain Better Rankings & Enhanced Visibility

Schema markup helps to rank your website much better for all types of keywords and you can use it's designed data markup to improve your site visibility on local business, restaurants, Book reviews, Movies, TV episodes, and products. If your website deals with a specific product or many brands of products, you can add different Schema markup to improve it’s visibility on search engines, and improve your ecommerce SEO strategy

If you search for a particular popular product on Google, yahoo or Bing, you will notice that the first top five websites of the page results have Schema markup rich snippets related to the keywords you are searching on. Ecommerce site can take advantage of this SEO technology and utilize it for higher ranking and better placement on all search engines. Writing product descriptions and integrating them with rich schema markup can help to boost a low ranking ecommerce website and get it featured on the first page results of every search response of it's related keywords.

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Google AdWords Launches Dynamic Structured Snippets

The Google AdWords team is introducing dynamic structured snippets which can give your PPC ads a new facelift. These automated extensions will display information that reflects the content found on the landing page of an ad.

Adwords

In essence, AdWords is further delving into structured snippets which were introduced in September 2014 by lacing ads with an additional line of text. This is designed to show more specifics about the content carried on your site. Ultimately, your customers can see more specific information to make a decision on whether your site contains the information they are looking for. Not only can this help your ads' click-through rates, but also bring more qualified traffic to your landing pages.

Enhancing Ad Real Estate & Relevancy

As of now, dynamic structured snippets have been designed to work with retail, hotel as well as flight searches. A typical ad may look like this: 

Dynamic Structured Snippets Adwords PPC Ad

According to Google, this move will be good for your business by helping potential customers learn and discover more about your products or services without you having to change anything. This is because the additional information that goes with your ad will be pulled automatically after an analysis of your site’s content. You will also earn more PPC revenue as a result of your ads becoming more industry-specific and structured,

How to Manage Dynamic Structured Snippets

If you don’t have a problem with dynamic structured snippets, your Adwords will automatically start carrying the additional line of text/information. However, if you are not a fan, fill this form to notify Google of the same. You will still fill the same form in case you have a change of heart along the way.

Data on the performance of the dynamic structured snippets can be accessed from the Ad Extensions tab: simply click on Automated extensions report found under the “View” menu. All your other eligible ads will display performance data as before through the existing performance reports.

Like other Ad Extensions, Google will not charge you for the dynamic structure snippets, but the only for the cost per click of an ad.

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How to Maximize the SEO Potential of Your Content

You've probably heard that "content is king" thousands of times. The truth is, content is significant aspect as far as SEO is concerned. Valuable content forms the foundation of increasing visibility to both the targeted audience and search engines. Its potential for increasing engagement, sharing and conversions is unlimited.

SEO Potential

This guide documents the most important things to consider when creating content that will generate the intended results. It's designed for ecommerce marketers wishing to launch a content marketing campaign that's focused on increasing traffic, user engagement and conversions as well as visibility by search engines.

Understand how your target market surfs the web

Content marketing should always revolve around the target market. To increase conversion rates, the marketer should always focus on their target market's online behavior during the whole marketing process.

A good ecommerce marketer should make efforts to understand the target market's expectations and intent when they are surfing the web. This understanding puts the marketer in the perfect position to launch a successful content marketing campaign. Some of the common strategies to use at this stage include the following.

  • Perform an analysis of how the target market is currently using the web by looking at their surfing trends in social media, blogs as well as analyzing the most active segment of your target market in terms of demographics.
  • Analyze your competitions' content marketing strategy as well as the type of content appearing first for specific search terms.
  • Use data collected to create different segments within your target market based on online behavior and what this audience is looking for that your brand can provide through content.

Optimize your content for the target market

The goal of content marketing in SEO should be to provide an avenue for interaction between your brand and the targeted audience. Although content can be focused to revolve around specific search terms, the most effective type of content is that which the audience can easily digest and find value from. Some of the strategies to use at this stage are as follows.

  • Always create content that seeks to address the target market's concerns through education and entertainment.
  • Create content that focuses on keyword phrases your target audience regularly uses to increase visibility in search engines.
  • Write for a human audience to increase engagement, sharing and conversions.
  • Remember to optimize for mobile since most web users are using mobile devices to access the web.

Optimize content for search engines

Your ecommerce site SEO strategy should also involve optimizing content for better visibility by search engines. Besides creating content that focuses on your target audience, it should also be optimized to allow search engines easily find it and present it as information that your audience is searching for on the web. Optimization however shouldn't involve blackhat techniques such as keyword stuffing to avoid being penalized. Common strategies to use include the following.

  • Perform on page optimization techniques to increase page visibility for search terms.
  • Create useful links to relevant sites.
  • Use online tools such as WordPress that make SEO easier to implement.
  • Make indexing of your site easy by creating an XML sitemap and submitting it to search engines.
  • Use paid search to get content rank high in search results to get more traffic.

Keep track of results

Always keep track of your content marketing strategy to improve on your SEO efforts. Data collected from all aforementioned stages will help in measuring the campaign's success rate. Techniques used to keep track of results include the following.

  • Make use of online analytics tools to have a clear picture of target market online behavior.
  • Use Google Analytics to monitor content success or failure based on pre-set goals.
  • Use tools like Crazyegg to identify how users navigate through your site.

Use this guide as a blueprint to ensuring that every content marketing campaign is successful. Content is king in SEO. However, always ensure that you create a balance between creating content for search engines and your target audience for the best results.

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