Retail Search Beyond Google: Get Found More, Sell More

#SMX #13C @CatalystSEM

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STRENGTHENINGYOUR RETAIL PRESENCE BEYOND GOOGLE


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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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MOBILEDESKTOP

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

Amazon44%


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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, eRETAILEXTENDS 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 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


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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


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IMPROVING FINDABILITY & SHOPPABILITY


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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


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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


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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


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EXTENDS BEYOND

Product Inventory

& Data

Information

Optimization of Product SKUs

eRetailers

SocialPLA / 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

mailto:[email protected]

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Retail Search Beyond Google: Get Found More, Sell More