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#SMX #13C @CatalystSEM
CatalystDigital.com
STRENGTHENINGYOUR RETAIL PRESENCE BEYOND GOOGLE
#SMX #13C @CatalystSEM
CatalystDigital.com
Product related searches within Traditional Search Engines (Google, Bing, Yahoo) have not changed in the last 4 Years…
#SMX #13C @CatalystSEM
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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#SMX #13C @CatalystSEM
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MOBILEDESKTOP
AD
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PLAYING THE eRETAIL GAME BEYOND SEARCH ENGINES
#SMX #13C @CatalystSEM
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#SMX #13C @CatalystSEM
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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
Amazon44%
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AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY
39%of consumers surveyed said Amazon
has better product-searching
capabilities vs. 8% on Google
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AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY
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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AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY
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, eRETAILEXTENDS FAR BEYOND IT.
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THE NEW eRETAIL LANDSCAPE
eRETAILERS (MULTIPLE CATEGORIES) SOCIAL SHOPPING
#SMX #13C @CatalystSEM
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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
#SMX #13C @CatalystSEM
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OPTIMIZING YOUR eRETAILPRESENCE
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THE BENEFITS OF eRETAIL OPTIMIZATIONTraditional optimization tactics can help your eRetail efforts
in numerous ways:
• Rankings
• Relevancy
• Traffic/Conversions
• Version Control / Syndication
• Organic/traditional search results
#SMX #13C @CatalystSEM
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LEVERAGE MULTIPLE TOOLS FOR KEYWORD IDENTIFICATION
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AMAZON RETAIL ANALYTICS PREMIUM PROVIDES TOP 100
BeautyAmazon.com Home/Garden Electronics
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UNDERSTAND THE SEARCH LANDSCAPE BEYOND GOOGLE
Brand Retailer 1AmazonOrganic
AmazonPaid
Retailer 2GoogleOrganic
GooglePaid
GoogleShopping/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
#SMX #13C @CatalystSEM
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IMPROVING FINDABILITY & SHOPPABILITY
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#SMX #13C @CatalystSEM
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Shoppability FindabilityThe 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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BEYOND SELLER RANK, TRADITIONAL SEARCH OPTIMIZATIONS CAN POSITIVELY INCREASE TRAFFIC & SALES
1000
1100
1200
1300
1400
1500
1600
1700
6000
7000
8000
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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BEYOND RELEVANCY, STEPS MUST BE TAKEN TO IMPROVE CONVERSION RATES
BEST PRACTICE
IMAGES3 or more images
REVIEWS21 reviews or more
SUPPLEMENTAL
CONTENTAt 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
#SMX #13C @CatalystSEM
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AMAZON SEOCorrelations 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 RankR Value
#SMX #13C @CatalystSEM
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EXCLUDING AMAZON, MAJORITY OF eRETAILMARKETPLACES 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 GroupControl Group - Not OptimizedThose 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
#SMX #13C @CatalystSEM
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#SMX #13C @CatalystSEM
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EXTENDS BEYOND
Product Inventory
& Data
Information
Optimization of Product SKUs
eRetailers
SocialPLA / CSE
Benefits:
• Version Control
• Syndication
#SMX #13C @CatalystSEM
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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
#SMX #13C @CatalystSEM
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IN SUMMARY, EXTENDING YOUR EFFORTS BEYOND TRADITIONAL SEARCH ENGINES IS:
• Necessary
• Immediate
• Beneficial
#SMX #13C @CatalystSEM
CatalystDigital.com
Chris Humber
Head of Practice, Search Catalyst
Chris.Humber@groupm.com
212-297-8190
617-663-1247 | CatalystDigital.com | © 2016 Catalyst | All Rights Reserved
THANK YOU! See You At The Next #SMX
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