This is OCCP. They know me, they know my preferences, they know the season, they know my bikes.
Search means customers control the content they consume and how they buy- avoiding traditional advertising and the geographic limitations of traditional shopping
For shopping the power is in the customer’s hands- using google or amazon they find exactly what they want and they buy it… or do they?
The Experience Economy Companies that make experience core to their offering get an outsized portion of the market The winners and losers online are determined by the experience they provide
Businesses have to create memorable experiences for customers- that memory becomes the product Businesses can begin to charge for the transformation that the experience offers Getting experiences right is critical When people have a poor or annoying digital experience they blame the company. For users there is no excuse and it leads to loss of sales.
Businesses that provide great experiences are able to show more loyalty and more sales at higher dollar value.
End of 2015 Google Update punished classic publishers because they didn't match intent As search engines move to machine learning the definition of quality is expanding Google is ranking quality experiences and they know that RankBrain is focused on Experience Quality Experience measures like bounce rate & time on site are a factor Ads get a small percentage of total clicks vs organic
Align your content strategy with serving your customers You are more than a shopping aisle - this is a competitive advantage Create content beyond descriptions or reviews to capture more of the buying process Build conversion and loyalty by anticipating needs instead of selling Gives customers reasons to return that aren’t sales or promotion driven
Queries google suggest, search console, adwords broadmatch, display planner measure volume with keyword research tools separate words by intent
Your Customer Journey is Largely Influenced by Search
Use content marketing tactics to capture email early in process
Granular content allows you to identify where in the process the customer is. If they leave the site you can help them at that stage.
What looks like buying may mean “who has this” vs “where can I buy it” - a product page may turn off a top of funnel buyer when they are just researching
Content reaches those researching competing products or products you don't carry
Much more than browsing category or product page May include reading instructions, watching videos, even after mentally committing Escape the competition of ads and strong organic competitors Content should integrate with products and categories Categorization should reflect the common approaches to the product
Identify the attributes that matter and don’t compete with category
Related content instead of related products
Links link building becomes easier when you haven content that isn’t products - focus on becoming authority and getting influencer links in the same space
Back links need to be relevant- from other sites that cover the same topics
Lower authority site may be more valuable for relevance
Not just a google signal- potential customer acquisition source
Local does matter for ecommerce - Local listings are influencing new search mediums like alexa, siri and google now
Avoid focusing on rankings- sales and loyalty are the key measures Use segmentation and multi funnel conversions to see the new touchpoint patterns in action
Website Strategies that Put the Pedal to the Metal for Revenue - David Millsaps, Alloy