You know there are more platforms besides Google to exercise your marketing prowess, right? Yes, the Silicon Valley-based juggernaut still remains the bread and butter for digital marketers by a mile, but this doesn’t mean alternative or niche search engines should be left in the dark.
As you map out your strategies and campaigns for 2018, consider these five tips to help you optimize your presence on some of the web’s other heavy hitters including YouTube, Amazon, TripAdvisor, Yelp, and eBay.
YouTube: Focus on Descriptions and Thumbnails
From the drawing board to the edit bay, video production can consume so much time and effort. As a result, some miscellaneous, but nevertheless important, elements of the process might get put on the back burner.
Take it from Wpromote Senior SEO Manager, Justin McKinney: “Take advantage of product descriptions and thumbnails. Long-form product descriptions help YouTube understand what your video is about, and thus help your rankings. Compelling thumbnails entice people to click through to your videos.”
When writing out your keyword-rich description, be sure to put a link to the product page at the top. YouTube only displays around the first 100 characters of description. So, if viewers don’t click the “show more” button, make sure they at least see a strong call to action and link. It’s recommended to keep your description between 250 to 500 characters, but this isn’t a hard-and-fast rule. Depending on the length of your video, a transcript might be a suitable option if you’re looking to utilize all 5,000 characters that YouTube allots.
Thumbnails can determine whether a potential customer clicks on your video. Creating a compelling thumbnail might take some A/B testing, though. Experiment with bright-color backgrounds, text, close-up face shots, animation and other tactics to see what works. When you decide what’s best for you, ensure your thumbnail design stays consistent across the channel. Take a look at Klipsch’s YouTube page to understand this concept of consistency.
Amazon: Conversion > Content
Anyone who visits the world’s largest e-commerce store is obviously there to do one of two things: purchase something or dream of purchasing something. Therefore, it’s best to think like a buyer when it comes to your marketing strategy on Amazon. McKinney points out that “unlike traditional search, content is not king on Amazon, conversion is. Optimize your product listings for conversion and you will see ranking improvements.”
While the titles of your listings must include relevant keywords, they should also be easily readable and descriptive enough for buyers to know exactly what the product is.
Images are vital for conversion, too. Ensure your pictures are professionally shot, easy on the eyes, and at least 1,000 pixels by 1,000 pixels so buyers can enlarge the photo. Take time to brush up on Amazon’s image standards before posting anything.
TripAdvisor: The More Photos, The Better
Based on a 2018 digital transformation report, the bar graph below shows travel review sites, most notably TripAdvisor, as the number one source of information during the travel-planning phase, beating out word of mouth and traditional search engine results. These statistics prove that businesses, especially those in the hospitality industry, should establish a presence on TripAdvisor now more than ever.
Garnering high-rated reviews, responding to reviews and adding booking links to your page are all crucial tactics for optimizing your business on TripAdvisor. The quantity of photos posted on your listing helps keep potential customers engaged with your business longer.
“Imagery is very important to attract the customer, so show them what they want,” according to Wpromote SEO Director Bart Peters. “For hotels, people want to know what the room looks like. For restaurants, people want to see the food. TripAdvisor promotes that businesses with 30-plus photos have a 41 percent higher engagement than locations with 10 or fewer.”
Yelp: Respond to Reviews Regularly and Quickly
Although responding to reviews can be a time-consuming task, your business will thrive in the end since engaging with reviewers helps improve local SEO. Your response times can also affect your Yelp ranking, which can give you an edge over your competitors. A clever way to boost your Yelp ranking is to weave keywords into your responses. For example, if you own a computer repair shop and receive a positive review, write: “Thank you for letting us repair your computer. Please recommend us to your friends who live in the San Francisco area.”
You do not need to reply to every single review. Use your best judgment to decide when it’s appropriate to respond. As for negative reviews, always try to make amends. According to Moz, it’s 25 times more expensive to earn a new customer than to retain an existing one, so be sure to apologize sincerely and accept complete responsibility.
eBay: Be as Specific as Possible
Online shoppers don’t have time to scroll through thousands of listings, especially if they type a broad keyword like “men’s shoes” into the search bar. That why it’s imperative to fill out your item specifics when posting products on eBay. The photo below shows all the specifics that can be included for a men’s shoe listing. The number of specifics vary from item to item, but whether there are 5 or 25 specifics, make sure to provide as much information as possible so shoppers can find your product easily, which can lead to more conversions and higher rankings.
For your listing description, write at least 200 characters with relevant keywords at the beginning and end of your description. To help improve rankings and conversions, you could apply the 80/20 rule. This means 80 percent of your content involves the product itself, while 20 percent is used as promotion for your eBay store.
If your business needs help optimizing on alternative platforms in 2018, these five suggestions are sure-fire ways to improve your rankings and boost conversions.
Read more at https://www.business2community.com/seo/5-tips-alternative-search-engine-marketing-02044433
Google and Amazon both announce new device partnerships; the Google Assistant will be on new “smart display” devices, more TVs, speakers and in cars.
Last week Google announced that the Google Assistant was available on 400 million devices. At the Consumer Electronics Show (CES) in Las Vegas this evening it announced an array new device partnerships.
Rival Amazon is also making announcements at CES with a range of device makers. Alexa is being integrated into a set of expensive augmented reality glasses ($1,000) from Vuzix. More significantly, it will be added to PCs and laptops from Acer, Asus and HP. This represents a significant potential challenge to Cortana.
It’s safe to say that Amazon has now taken over from Apple as the virtual assistant leader, if not in absolute device numbers then in terms of visibility and momentum. According to a range of third party estimates, Amazon has roughly three-fourths of the smart speaker market to Google’s 25 percent.
Suggesting that it’s gaining on Alexa, last week Google said there was robust demand for Google Home. The company asserted it “sold more than one Google Home every second since Google Home Mini started shipping in October.” That means, since approximately October 19, Google has sold nearly 7 million devices. That’s not all of Google Home sales but suggests the totality of devices sold is below 10 million.
Among the list of devices the Google Assistant is being integrated into are “smart displays” (see video below). They will initially come from JBL, Lenovo, LG and Sony. Google was rumored to be working on its own answer to the Amazon Echo Show, which of course has a screen. It’s not clear if a Google Home branded smart screen device is still in the works or if the company will rely on these and other third parties instead.
The screen creates a range of obvious new user experience possibilities as well as new marketing and commerce capabilities for brands, publishers and marketers. That same potential with the Echo Show has to date been mostly unrealized.
The new smart screen Google Assistant devices will make video calls, access Google Photos and show YouTube videos. Amazon’s Echo Show and Fire TV have been blocked from showing YouTube for allegedly violating Google’s terms of service and not offering Google products reciprocity on Amazon.com.
The Google Assistant is also coming to more smart TVs. In addition to existing offerings from Sony and NVIDIA, introduced last year, TV makers integrating the Assistant include including TCL, Element, Hisense, Westinghouse and LG.
There will also be new, third-party smart speakers incorporating the Assistant, from Bang & Olufsen, Braven, iHome, JBL, Jensen, LG, Klipsch, Knit Audio, Memorex and SōLIS. New headphone partners include JBL, LG, Jaybird and Sony.
Finally, Google said the Assistant will roll out to all cars that feature Android Auto, now available from most major car makers on more than 400 models. Google Assistant is also compatible with more than 1,500 smart home devices and accessories.
Google Assistant: Smart Displays
You just need to keep focused and follow some consistent strategies.
Amazon is the biggest online marketplace that can help many retailers sell their products online. However, ranking high on Amazon requires a better understanding of the Amazon product ranking algorithm, A9.
To boost your product’s visibility on Amazon here are 11 tactics that can surely raise your conversions and will help to improve your ROI.
1. Make products available for Amazon Prime.
Amazon’s revenue from prime members extends well beyond subscription fees. Recently, it was estimated that Amazon brought in about 90 percent of revenue from prime subscriptions.
Why select a product that ships at a low speed with an additional cost when you could purchase a product with fast and free shipping?
To give a lift-off to your product’s visibility, you need to make it eligible for Amazon Prime. If you are unable to ship from a warehouse, you can make your items fulfilled by Amazon Fulfillment (FBA). This means that you ship your products to Amazon’s warehouses and they will take care of shipping, handling, and returns.
But unfortunately, FBA fees are generally not expedient for sellers. You can use their FBA calculator in order to calculate the accurate fees and determine if this process is for you.
Use a warehouse (or garage) of your own, as seller fulfilled prime area. This course of action has been introduced by Amazon which allows merchants to ship from their warehouses directly. This saves the fees and cuts the cost to you of FBA fees. You can find out more about the program on Amazon’s YouTube Channel.
2. Optimize product title.
Noticeably, your product title will have the greatest influence on product performance in search. According to Amazon, your title should include components such as:
- Product type
- Product line
- Material or key feature
Your product title might look like this:
Brand Name + Series Name + Model Name + Form Factor + Unique Identifier (color, capacity, pack size, etc).
An example of good product title optimization.
Look below at some of the useful ways to optimize Amazon product titles.
- Use tools like Keyword Inspector and Helium 10-Magnet to determine the best words by looking at competitor listings.
- Use special characters like & – etc. to add some style and break up phrases naturally.
- Make the length around 80 characters of your product title.
- Product titles should be filled with the product information and its distinguishing features rather than with rebate offers, keywords, claims, sales messaging or anything else. An example of a perfectly executed product title is KIND granola that offers useful information relevantly with proper naming convention.
This is an example of a clear and an informative title that is listed favorably by Amazon and clicked-on without hesitation by potential customers.
3. Optimize product description.
Get HTML text formatting and images into your brand registered products description with Amazon’s enhanced brand content.
The advantage of enhanced brand content is that you can spark your listing page with more graphics and visuals. Thus it will become easy for potential customer to read through and it also enables you to break up your product page into logical sections with headers.
You should also get some more visuals, photography and infographics prepared for EBC content instead of using same images in the image carousel on your listing because all EBC content is checked by people at Amazon.
If your brand is registered then you would create your enhanced brand content into your seller central account as:
An example demonstrating how to create your enhanced brand content into your seller central account.
Look at some of the below mentioned ways that can help you in optimizing your product description.
- Use capital letters to spotlight features.
- Add powerful taglines to split the description to make it easily readable.
- Explain why consumer is going to love your product by giving your product a narrative.
- Use explanatory language (e.g. vigorous, effective, strong, beautiful and smooth).
4. Optimize for Amazon SEO.
The first step is to understand Amazon’s search algorithm (A9) to rank your product at the top of SERPs. Amazon sorts results by relevance and performance factors.
Use Amazon keyword research tool like Sonar to make suggestions according to search queries of Amazon shoppers, research keywords relatively and know the actual search volume of keywords on Amazon.
- Include relevant keywords and use long tail keywords in your listing text.
- Create your bullet points between two-three lines each. Use HTML and formatting to make them visually more attractive.
- Use Sellics keyword ranking tracker to see the daily changes in keyword rankings, adjust the date range to analyze a specific time period and make notes in the keyword tracker. Sellics also optimize your sponsored products ads and increase your organic sales on Amazon advertisement.
- Use product photos with resolution of at least 1,000 x 1,000 pixels to enable zoom function, ensure the clear visibility of your brand in at least one of your product images and use few photos to demonstrate benefits or uses.
5. Select right category for your product.
Your product category need to be correct for your listing to be visible on Amazon. While editing your listing in more details find item type to categorize your product.
Shoppers frequently browse by category. The simplest method to determine what category to select is to look at some batch of competitors and categorize accordingly. List your product by considering the following situation.
- If competitors are all in the same category and have high revenues, use that same category.
- If competitors are all in the same category and have bad revenues, what will you differently?
- If competitors are in various categories, examine their monthly revenues to find a connection among category and listing.
- If category does not affect revenue, select the category that is more relevant for your product.
- If revenue is affected by category then select the category having high revenue.
6. Make use of PPC keywords.
You should run Amazon pay-per-click ads. PPC has a positive approach towards listing optimization.
Look at your product ads and figure out your keywords having an ACoS below 25 percent. List them into your product’s description, headline and backend keywords for proper integration.
For example: A customer who sold silicone baking mats. After running Amazon PPC the keyword “silicone baking pan” earned $4 for every $1 spent. It wasn’t instinctive as that was a different product than a baking mat, but it turned out that people who were searching for pans bought mats.
They took this new keyword and put it into a bullet point. We can often call it reusability of a “silicone baking pan.” They generated some extra revenue. You will get the better listing with running more ads automatically.
7. List an ASIN in your product field.
This will surely generate traffic to your page. Just get your product listed on a product page that is ranking. This is a great option for those who can compete for cost with nearly identical product. You can simply search the ASIN in the URL.
For example: Amazon.com/gp/product/B011ZLWHOE.
B011ZLWHOE is the ASIN in the above mentioned URL. Add that ASIN to your product fields, change the brand in your product fields to the brand on the listing. Ensure that you have a lower price as compared to your competitor’s product.
8. Avoid duplicate content.
Ensure that all your product pages on Amazon must use content that are different from e-commerce website you are using. As they are two different search engines. This is very obvious mistake that businesses make by using the same content.
You can make an original content in the following ways.
- Read the product description carefully.
- Write new description for your products covering all the important points and ensuring not to use the same sentences.
- Offer extra important information that has not been covered previously.
9. Use product listing grader.
Improve your listing by using a free tool like The Jungle Scout Product Listing Grader.
This tool will provide you a rating and a breakdown of every element on the page performs:
(An example, demonstrating the breakdown of each element giving you a rate of your product performance).
You can calculate this by including points to each and every element.
(An image to depict where to spend the most time optimizing).
The more you work towards increasing the points the better rank you will get on Amazon.
10. Product rating.
The reviews you do get plays an important role because these will stimulate your rating.
Your product is doing actually well if you are in the top four-five star realm. But if your product is competing with a lower rating then no need to worry. Fortunately, take the following actions to get rid of struggling with product rating.
- Search out the reasons in the bad reviews and try to fix the wrong things with the product.
- Collect feedback from consumers with automated email campaigns to rectify a problem so as to avoid negative review.
- Gather more reviews and manage your overall rating with good reviews.
Ensure to provide a stunning product at a reasonable price and offer a great customer experience.
11. Split testing your way to the top.
Split testing is probably the most verifiable correct way to know what works and what doesn’t. This includes changing one element of your listing and serving both this and the original to customers of your product page.
Collect significant data by running a split tests in order to get flexible ways so as to improve your listing.
Running a split tests on an Amazon product listing will alter your price by increasing or decreasing 10 percent and test your main image.
Amazon’s only split testing tool, Splitly helps sellers to know where they can optimize their products by creating various experiments.
(An example where sellers get more than double their average daily sales).
The above test results clearly describes that the product listing change that was decreased in price of three dollars, has greatly improved conversion rate and average daily sales.
Amazon can be a very challenging and tough marketplace.
Though Amazon is tough, if you spend some extra effort and time in learning how to optimize your listings then it will be much easier for you to compete.
Simply, follow the above mentioned strategies and go get selling by focusing on the things that matters to be ahead of many competitors.