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Strengthening Your Retail Presence Beyond Google By Chris Humber

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Retail Search Beyond Google: Get Found More, Sell More. PRESENTATION: Strengthening Your Retail Presence Beyond Google - Given by Chris Humber, @ChrisHumber - Catalyst, Part of GroupM Connect, Head of Search. #SMX #13C

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Strengthening Your Retail Presence Beyond Google By Chris Humber

  1. 1. #SMX #13C @CatalystSEM CatalystDigital.com STRENGTHENINGYOUR RETAIL PRESENCE BEYOND GOOGLE
  2. 2. #SMX #13C @CatalystSEM CatalystDigital.com Product related searches within Traditional Search Engines (Google, Bing, Yahoo) have not changed in the last 4 Years…
  3. 3. #SMX #13C @CatalystSEM PRODUCT LISTING ADS ORGANIC SEARCH PAID SEARCH Local / Map Pack Knowledge Cards News Supplemental/Mobile Video
  4. 4. #SMX #13C @CatalystSEM CatalystDigital.com Where do consumers go when researching, or when ready-to-purchase Products?
  5. 5. #SMX #13C @CatalystSEM CatalystDigital.com
  6. 6. #SMX #13C @CatalystSEM CatalystDigital.com MOBILEDESKTOP AD
  7. 7. #SMX #13C @CatalystSEM CatalystDigital.com PLAYING THE eRETAIL GAME BEYOND SEARCH ENGINES
  8. 8. #SMX #13C @CatalystSEM CatalystDigital.com
  9. 9. #SMX #13C @CatalystSEM CatalystDigital.com 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%
  10. 10. #SMX #13C @CatalystSEM CatalystDigital.com AMAZON PLAYS A KEY ROLE IN THE SHOPPING JOURNEY 39% of consumers surveyed said Amazon has better product-searching capabilities vs. 8% on Google
  11. 11. #SMX #13C @CatalystSEM CatalystDigital.com 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
  12. 12. #SMX #13C @CatalystSEM CatalystDigital.com 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
  13. 13. #SMX #13C @CatalystSEM CatalystDigital.com ALTHOUGH AMAZON IS THE LARGEST RETAILER ONLINE, eRETAIL EXTENDS FAR BEYOND IT.
  14. 14. #SMX #13C @CatalystSEM CatalystDigital.com THE NEW eRETAIL LANDSCAPE eRETAILERS (MULTIPLE CATEGORIES) SOCIAL SHOPPING
  15. 15. #SMX #13C @CatalystSEM CatalystDigital.com 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
  16. 16. #SMX #13C @CatalystSEM CatalystDigital.com OPTIMIZING YOUR eRETAIL PRESENCE
  17. 17. #SMX #13C @CatalystSEM CatalystDigital.com THE BENEFITS OF eRETAIL OPTIMIZATION Traditional optimization tactics can help your eRetail efforts in numerous ways: •  Rankings •  Relevancy •  Traffic/Conversions •  Version Control / Syndication •  Organic/traditional search results
  18. 18. #SMX #13C @CatalystSEM CatalystDigital.com LEVERAGE MULTIPLE TOOLS FOR KEYWORD IDENTIFICATION
  19. 19. #SMX #13C @CatalystSEM CatalystDigital.com AMAZON RETAIL ANALYTICS PREMIUM PROVIDES TOP 100 BeautyAmazon.com Home/Garden Electronics
  20. 20. #SMX #13C @CatalystSEM CatalystDigital.com UNDERSTAND THE SEARCH LANDSCAPE BEYOND GOOGLE Brand Retailer 1 Amazon Organic Amazon Paid Retailer 2 Google Organic Google Paid Google Shopping/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
  21. 21. #SMX #13C @CatalystSEM CatalystDigital.com IMPROVING FINDABILITY & SHOPPABILITY
  22. 22. #SMX #13C @CatalystSEM CatalystDigital.com Shoppability FindabilityThe Sweet Spot
  23. 23. #SMX #13C @CatalystSEM CatalystDigital.com
  24. 24. #SMX #13C @CatalystSEM CatalystDigital.com CASE STUDY: Prior to our optimizations, client had SKUs that were not showing up on Page 1 of multiple retailer’s search function.
  25. 25. #SMX #13C @CatalystSEM CatalystDigital.com ADOPTION OF PRODUCT SEARCH OPTIMIZATIONS PROVIDED A 2X INCREASE IN 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
  26. 26. #SMX #13C @CatalystSEM CatalystDigital.com KEY STEPS TO IMPROVING SHOPPABILITY, IMPROVES CONVERSION RATES BEST PRACTICE IMAGES 3 or more images REVIEWS 21 reviews or more SUPPLEMENTAL CONTENT At least 1 piece of supplemental content AVAILABILITY Always in stock
  27. 27. #SMX #13C @CatalystSEM CatalystDigital.com 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
  28. 28. #SMX #13C @CatalystSEM CatalystDigital.com AMAZON SEO Correlations 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 Rank R Value
  29. 29. #SMX #13C @CatalystSEM CatalystDigital.com EXCLUDING AMAZON, MAJORITY OF eRETAIL MARKETPLACES 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 Optimized Those 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
  30. 30. #SMX #13C @CatalystSEM CatalystDigital.com
  31. 31. #SMX #13C @CatalystSEM CatalystDigital.com EXTENDS BEYOND Product Inventory & Data Information Optimization of Product SKUs eRetailers SocialPLA / CSE Benefits: •  Version Control •  Syndication
  32. 32. #SMX #13C @CatalystSEM CatalystDigital.com 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
  33. 33. #SMX #13C @CatalystSEM CatalystDigital.com IN SUMMARY, EXTENDING YOUR EFFORTS BEYOND TRADITIONAL SEARCH ENGINES IS: •  Necessary •  Immediate •  Beneficial
  34. 34. #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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