Gerald Murphy and Lily Ray discuss how to build the best SEO strategy. We cover how to integrate Amazon, Google and YouTube as part of an integrated search strategy.

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WEBINAR
Building an
Integrated
Search Strategy
With Lily Ray

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Building an Integrated Search
Strategy with Lily Ray

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Your presenters
Gerald Murphy
Senior Solution Business Manager,
Digital Marketing Intelligence Solution (SEO)
Lily Ray
Senior Director, SEO & Head of
Organic Research

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Similarweb
empowers you
with the insights
you need to make
better decisions
Similarweb is the official measure of the
digital world.
We provide decision makers with the
most reliable data, offering 360° visibility
of the digital world.
Similarweb insights, from every market, in
every category, enable companies to find
untapped opportunities to grow their
business.

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Similarweb
provides insights
for any website,
app, industry and
market
Websites
100M+
Apps
4.7M+
Countries
190+
Industries
210+
Search Terms
1B+
E-commerce
product SKUs
250M+

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Having a search engine strategy has
never been more important

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Digital transformation is here: U.S.
New traffic peaks
2020 saw record traffic to
eCommerce websites
New eCommerce peak?
We analyzed web traffic of the top
100 eCommerce websites in the
U.S. and found that in Q1 2021 web
traffic, across all digital marketing
channels, was more than Q4 2018
and Q4 2019 (pre Covid)
Understanding traffic trends has
never been more important.
United States: Web traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Data in millions

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Digital transformation is here: U.K.
New traffic peaks
2020 saw record traffic to
eCommerce websites
New eCommerce peak?
We analyzed web traffic of the top
100 eCommerce websites in U.K.
and found that in Q1 2021 web
traffic, across all digital marketing
channels, was more than Q4 2018
and Q4 2019 (pre Covid)
Understanding traffic trends has
never been more important.
United Kingdom: Web traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Data in millions

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Digital transformation doesn’t always mean mobile in the digital world: U.S.
United States: Desktop and mobile traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Data in millions
Desktop channels
Direct, email, referrals and display
traffic is dominate on desktop
Mobile channels
Search and social have a lot more
mobile traffic. Search on mobile is
by far more popular than any other
channel
This reinforces the need to think
about search strategy.

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Digital transformation doesn’t always mean mobile in the digital world: U.K.
United Kingdom: Desktop and mobile traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Desktop channels
Direct, email and display traffic is
dominate on desktop
Mobile channels
Referrals, search and social have a
lot more mobile traffic. Search on
mobile is by far more popular than
any other channel
This reinforces the need to think
about search strategy.

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The game of search across Amazon,
Google and YouTube

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Took the top ~20,000 keywords
from each search engine
Google, Amazon and YouTube
Analyzed the overlap and
differences of keywords in each
topic for the ‘big 3’
Analysis
Analyzed search volume trends
by search engine
How search engines compare for
their most clicked keywords...

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33% additional searches on Amazon search in U.S. compared to U.K.
United States: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021
United Kingdom: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021

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17% additional clicks on Google search in U.K. compared to U.S.
United States: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021
United Kingdom: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021

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How to build an integrated
search strategy

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Expertise
● Name your authors, editors and expert reviewers
● Provide context about them and their credentials
● Include links to their social media profiles, online mentions, and/or personal websites
What is E-A-T content and how can I start?
Authoritativeness
● Invest in the individual experts at your company and expand their online presence
● Earn personal and organizational placement in Google’s Knowledge Graph. Use structured data
● Obtain backlinks from trusted sites within your category
● Link to authoritative sources
Trustworthiness
● Disclose information about your business, such as
● Company mission, its editorial and advertising policies, its founders and leadership team
● Be transparent about how it makes money (including affiliate disclosures)

17. YouTube Google
Amazon
Identify audience relevance

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Diagnose the search engine results page (SERP)
‘Air conditioning unit’ ‘James Bond’
‘LED lights’
Amazon ‘double bubble’ Typical Google SERP Dominate YouTube presence

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Table showing core and secondary focus areas by the ‘big 3’ search engines
Identify your core focus areas based on your audience
Search engine Core focus Secondary focus
Amazon ● Products
Google ● E-A-T content ● Category
● Product pages
● SERP Features
YouTube ● Videos

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Our needs are different on each search engine. Broadly speaking we use:
Know the different search behaviours on each search engine
Air conditioning units
Air conditioning unit for
small room
Portable air conditioning unit
Quiet air conditioning unit
Washing air conditioning unit
How to hide air conditioning unit
To FIND To BUY To WATCH
We use Google We use Amazon We use Youtube

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Google best practices: Technical, backlinks, E-A-T content
Expertise,
Authoritativeness
and Trustworthiness
(E-A-T)
E-A-T content
Content signals
E.g. backlinks generated
Brilliant basics
- Technical foundation
- Core Web Vitals / Page Speed

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Amazon best practices: Seller and product trust
Product listings
Make sure product listings are fully
completed (e.g. title and product
description)
If reselling, don’t copy the
manufacturer’s description
Keyword relevancy
The product’s relevancy needs to be
related to the query that has been
searched
Seller trust and Customer
satisfaction / retention
- Gain authentic reviews
- Low order defect rate
- Answer ‘answered questions’
- Monitor stock levels, price and
conversions

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YouTube best practices: Engagement
Engagement
- Views
- Likes
- Subscribers
- Comments
Produce and publish optimised
videos that your audience will love,
and, so, continually grow an engaged
audience
Share
- Enable video sharing under
options/settings
- Backlinks to your videos from other
websites
- Compelling thumbnails help capture
attention and click-through rates
which helps generate more
engagement metrics (e.g. views and
likes etc
Content
- Title and description
- Transcript of video
Ensure the video content matches the
user query

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Align keywords to keyword intent and the buyer’s journey
Keyword intent phase Buyer’s journey phase Most relevant search engine
Informational Awareness Google
Navigational Amazon and YouTube
Transactional Decision Amazon
Consideration Amazon, Google and YouTube
Inspirational YouTube

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Identify search engine differences and similarities
Identify core focus areas
Amazon is eRetail
Google is E-A-T
YouTube is engagement
Be able to track these via analytics (e.g.
Amazon Seller Central)
Be unique with your
E-A-T content
Build a unified
keyword strategy
The buyer’s journey is the most
effective way to do this
Awareness
Consideration
Decision
Inspiration
E-A-T
F
o
c
u
s
a
r
e
a
s Keyword strategy

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Content is involved in all search engines: E-A-T your way
User-led content
Amazon (product descriptions)
Google (E-A-T)
YouTube (descriptions)
Keyword research and
keyword intent
- Awareness
- Consideration
- Decision
- Inspirational
Monitor
E.g. traffic and engagement
E-A-T

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User behavior and keyword
research should align

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User behaviours

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Branded and non-branded keywords have click similarities
Facebook
Google
Amazon
YouTube
15% 23%
80% 24%

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Branded and non-branded keywords have click similarities
Duvet
Best duvet cover sets
Duvet cover sets
Best duvet inserts
88% 43%
20% 16%

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Demonstration
How to carry out keyword research
using Similarweb

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Buyer’s journey and keyword intent
Awareness - searcher does not know what they want
Paper
Consideration - searcher is closer to what they want
Printer paper
Decision - searcher knows what they want
A4 printer paper
Inspirational - searcher wants outside of the box ideas
How to make an aeroplane out of printer paper
1
2
3
4

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Duvet cover: Amazon
Consideration
18 / 20
Awareness
2 / 20
Search and clicks

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Duvet cover: Google
Branded
7 / 20
Consideration
9 / 20
Awareness
4 / 20
Zero clicks

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Duvet cover: YouTube
Branded
2 / 20
Decision
2 / 20
Consideration
1 / 20
Awareness
1 / 20
Inspirational
15 / 20
Clicks

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Summary of how to build an integrated
search strategy

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Use these three strategies to build integrated search
Analyse search engine specific metrics
(e.g. search volume and clicks)
Engine-led
strategy
Content-led
strategy
User-led
strategy
Users and search engines love unique content.
E-A-T is the most effective way of creating unique content
Buyer’s journey and keyword intent
● Awareness
● Consideration
● Decision
● Inspiration

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Questions?

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Thank you.
Contact us