There are factors that large retailers need to focus on when developing effective SEO strategies. SEO can be both simple and complex. By implementing these factors, large retailers may increase sales.
- Relevant Long-Tail Keywords: Today, focusing on a single keyword is often time consuming and offers little results. There could be dozens or hundreds of relevant long-tail keywords associated with the retail industry. Marketers should know that long tail keywords typically don’t turn up in most keyword tools, but they can find these long-tail keywords in Google Analytics. Most long tail keywords attract little traffic, but the overall competition level is often low. A good long tail keyword address specific problems, questions and topics that are not yet discussed by competing websites.
- Voice Search: When Siri, Google Assistant and Cortana were released, voice searches, especially from mobile devices increased significantly. It is now very easy for users to perform searches with their mobile devices. Information can be acquired through conversation-like queries, instead of typing with keyboard. This technology can be integrated with long-tail keywords, because queries are likely consisted of relevant long-tail keywords. Today, it’s more likely for people to browse online catalogue in mobile devices, so the integration of voice search in a mobile-optimized website will be a big advantage.
- Competitor Research: If you want to rank high with specific keyphrases, you need to know what competitors are doing right now. Failure could happen if retailers don’t have unique selling proposition that separate them with the competition. In fact, retailers should constantly look for non-competitive keyphrases that may attract many visitors. Competition is unavoidable if retailers are selling a similar group of products, which is a common situation in the market. To address this problem, retailers may use keyword mixtures that are not currently used by competitors. It is better if these keyword mixtures integrate with unique selling proposition. As an example, a large retailer may focus on environmentally safe products.
- Accelerated Mobile Pages: Accelerated mobile pages (AMP) could help in reducing server load and making it faster to open a webpage. This is essential in online retailer websites that handle hundreds of customers at once.
- Customer Reviews: People would likely to buy a product, if there are many positive customer reviews. These reviews could also influence search engine rankings, because they can be considered part of the content. Users could provide unique insights about specific products that are not available anywhere else in the Internet.
- Brand awareness on Social Media: Social media is already a significant source of traffic, rivalling major search engines. It is easier to build brand awareness in social media. If marketers publish high quality content in social media, it could get many likes and shared hundreds of times, significantly increasing exposure and improving brand awareness.
SEO strategy in the retail industry should be based on unique market positioning and selling proposition. With the significant competition between retailers, it is no longer acceptable to use template-based approaches in marketing. These factors above should be considered as effective jumping-off points to beat the competition.
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