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How to harness RankBrain for ecommerce websites

January 3, 2023 No Comments

How to harness RankBrain for ecommerce websites

30-second summary:

  • Let’s make this clear, RankBrain is not a Google algorithm, it is a component of Google’s Hummingbird algorithm
  • RankBrain is a powerful AI-based system that helps Google understand search queries better and generate more accurate results
  • If you want to break through the clutter of 12+ million ecommerce websites, marketers need to understand and align with Google’s RankBrain-driven search algorithm
  • This step-by-step guide will help you make RankBrain work in favor of your ecommerce website’s search visibility

Lack of search engine visibility is one of the top reasons ecommerce businesses fail. And it is understandable why.

Data shows that 38 percent of an ecommerce store’s traffic comes through organic sources. When an ecommerce website fails to rise in the search results, it loses touch with a massive chunk of its prospects. And with around 12 to 24 million ecommerce websites out there, disappearing in the search results and failing to interact with the audience means losing to vicious competition.

Attempting to rank higher, on the other hand, means understanding and aligning with Google’s RankBrain-driven search algorithm.

For relevance between search queries and results, Google uses RankBrain to rank websites. Any seller who wishes to rank high and gain exposure must optimize their ecommerce store for RankBrain. But how do you get about harnessing RankBrain for ecommerce?

What is RankBrain?

Google is very secretive about how its algorithms work, so we have little information about what RankBrain is.

But from what we do know, RankBrain is a powerful AI-based system that helps Google understand search queries better and generate more accurate results.

RankBrain helps Google understand the pattern in user search and browsing behavior. With this understanding, Google uncovers the intent behind a search and generates results that are conceptually and contextually relevant to the search.

From the example below, we searched for “Edison” in Google. Now, it could have been the city of Edison in New Jersey. But Google must have known most people who search “Edison” are looking for information on Thomas Edison, and hence generated results accordingly.

Example of the search term Edison in Google and how RankBrain works

This is courtesy of RankBrain.

RankBrain is exceptionally accurate at matching search queries with results. In fact, it outperformed Google’s experts by 10 percent in doing that.

Google now uses RankBrain in all of its search queries. Therefore, it is critical for any ecommerce store looking for search visibility to optimize for RankBrain.

Before moving forward, it is essential to note that RankBrain is not a Google algorithm. It is a component of Google’s Hummingbird algorithm.

Now since that’s out of the way, let’s go ahead and talk about how you can optimize your ecommerce store for RankBrain.

How to optimize and make the most of RankBrain for ecommerce stores

Optimizing for RankBrain involves no rocket science. Here’s how you can do it:

1. Rethink your keyword research

If you are still optimizing your ecommerce store around one primary keyword, please stop. The search engine world has evolved far beyond that.

Yes, keywords are still relevant. But Google no longer uses exact-match keywords to find relevance.

You can see how the search query and keywords in the top search results differ:

use keyword clusters to optimize and harness rankbrain for ecommerce websites

Therefore, identify a core keyword and brainstorm other similar keyword ideas around it.

For example, when optimizing your crockery ecommerce store, your main keyword may be imported china crockery, but Google may also associate words like “imported plates” and “China sweet bowls” with your primary keyword.

Additionally, consider including medium-tail keywords. According to digital marketing maestro Shane Barker, medium-tail keywords are the perfect choice when optimizing for RankBrain.

Also, don’t forget question-based keywords. According to research, almost 8 percent of all search queries are questions.

Given that Google processes billions of search queries daily, 8 percent would form an appreciable number of questions.

Therefore, search for and include question-based keywords.

Finally, remember it’s no longer about keyword density. Optimization is all about user experience. Therefore, include keywords in a way that doesn’t disrupt the flow of the content. 

2. Create in-depth and quality content

RankBrain is big on user experience. This is why it gives extra weight to well-written content that offers value to the users.

So, first, identify your target audience’s struggles, and figure out their unasked questions and unsolved problems. And then create detailed content around it.

For example, you have realized your prospects are keen on learning about laptops. You have a topic on hand. Now, you can create a long-form blog or an ebook explaining all the types of laptops, what makes them good and bad, and how they can choose the right laptop for themselves.

Also, keep your readers in mind when creating this content and ensure that the style and language align with their preferences.

Keep your tone conversational. Write like you talk so the readers can feel a human-to-human connection and stay longer on the page, demonstrating satisfaction – something the RankBrain rewards.

3. Work on increasing your CTR

CTR is another indicator of user satisfaction. Google uses a quality-score algorithm. And CTR is an integral part of the quality score.

Activating featured snippets may help since listings containing featured snippets are reported to have 2x higher CTR than those without featured snippets.

When running an ecommerce store, you can use rich snippets to display your product’s reviews or your catalog and price.

Branding may also help increase CTR.

88 percent of customers say authenticity is critical when deciding what brands they want to support.

Therefore, invest in building your brand authority. Generating clicks will become much easier when prospects recognize and trust your brand.

Imagine searching for “running shoes” and coming across two listings, one of Nike and another of an unknown seller. Which one would you click? Nike, most likely because it is a trusted and recognized brand.

4. Focus on user intent and search intent

User intent is defined as the goal or intention of a user behind entering a search term into a search engine.

Imagine you have driven traffic to your ecommerce store. How are you confident that the traffic is here for shopping and not simply browsing?

This is where user or search intent comes into play.

To get more leads and generate more revenue, you have to focus more on the commercial and transactional intent of the user.

Your website ranks higher if you are using intent-specific words.

These transactional intent keywords often include the words discount, buy, deal, promo codes, coupons, cheapest, and purchase.

Thus, you are directed to the right customers using these transactional keywords.

5. Increase dwell time. Decrease bounce rate.

RankBrain collects information about user satisfaction and assigns ranks based on that.

When a user enters your website and leaves quickly, RankBrain thinks your website isn’t satisfactory enough for the user. And hence, your website may suffer in ranking.

As opposed to that, if a user visits your website and stays back for a long time, this tells RankBrain how users are satisfied with what you have on your website. Consequently, you may be rewarded.

This is why you must work on increasing your website’s dwell time and decreasing bounce rate. Here are some ways you can do that:

Work on site navigation

Site navigation is the process of clicking and looking through the pages of a website. It is a collection of user interface components and it helps customers to flow from one page of a website to another easily.

Simple site navigation allows the user to complete the task in less time. This increases the user experience as the user encounters fewer confusions related to the website.

Simple site navigation also allows search engines to crawl your website more easily and effectively.

Content

Effective content designing and formatting increases users’ engagement on a website and positively impacts the experience. According to a survey, 66 percent users prefer to interact with “beautifully designed” content.

User-friendly layout

Layout design and text size on a website can improve or disrupt the user experience. User-friendly layout of a website can be attained by using images and videos, organizing and formatting content interactively, and adding links to other related content.

User-friendly layout can also be achieved by adding related graphics, CTAs throughout the site and using clear headers.

Website structure

Website structure defines the arrangement of your site’s content, its design, and the way the pages are related to one another. A good website structure has various elements including taxonomies, internal links, breadcrumbs, navigation, and schema.

The most popular type of website structure is the hierarchical structure. This type of structure is useful for websites having a large amount of data. As ecommerce websites have a large amount of data, the hierarchical structure makes it easy for search engines to crawl your website. Thus it becomes easier for your website to be indexed.

website structure example to harness rankbrain for ecommerce websites

Website load speed

Website load speed is the time it takes for your website to load as well as the time it takes for search engines to crawl your website.

Customers prefer fast-loading websites. This is why improving your website load speed enhances your user experience. 

More importantly, website load speed is a search engine ranking factor. Google uses it to judge a website’s UX while determining its rank.

Therefore, optimizing your website’s load speed is critical when enhancing your ecommerce store. 

Some of the methods to reduce website load speed are improving server response time, reducing redirects, and enabling compression for CSS, HTML, and JavaScript files.

Internal links

Internal links help users navigate from one page on your website to the other, keeping them on the site for longer and prolonging dwell time. 

So, build a solid internal linking structure and make sure to link only relevant pages with one another. 

High-quality product images and include product details

Since you are optimizing an ecommerce site, use clear product photos and include as many details as you can about your products to keep the customers on your website for longer. 

Conclusion

With the advent of Machine Learning and advanced SEO techniques, avoiding new marketing technologies can drastically harm your ecommerce business.

RankBrain is a machine learning (AI) algorithm that Google uses to sort search results. It also helps Google process and understands search queries. RankBrain understands the user intent and provides relevant search results.

RankBrain will only increase in popularity with time and become even more crucial for ecommerce store optimization. Working to get yourself acquainted with RankBrain today will help you run your ecommerce store more successfully in the future. So, start now to foster your long-term success.


Atul Jindal is a web design and marketing specialist. He has worked on website/app optimization for SEO with a core focus on conversion optimization. He creates web experiences that bring conversations and transform web traffic into paying customers or leads.

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The post How to harness RankBrain for ecommerce websites appeared first on Search Engine Watch.

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The Search Engine Watch Top 5!

December 27, 2022 No Comments

First, congratulations on surviving 2022, you’ve done great! 2022 was surprising, unique, and a challenging mix of several global events that kept us on our toes as consumers, brands, and search marketing professionals. The recession, great resignation, a war, FIFA finale, and several silent battles we all fought by ourselves.

As we recap the year gone by, let’s look at the world through the lens of search, SEO, analytics, and content creation.

Source

2022 has been about…

  • Looking at your consumers as human beings and not just data sets
  • Understanding how your target consumers perceive the world and how they experience life in a digital age
  • Tailoring and testing your strategies to meet consumers in their moment of need – all without losing budget (or your sanity!)
  • Finding most-effective tools, technologies, and talent to navigate business uncertainty

We present to you the #SEWTop5

A countdown of editor’s picks that the Search Engine Watch community loved and found great value in!

#5. Understanding the three awareness stages of your online audience

Businesses often forget that success metrics aren’t just numbers – they are living, breathing people who are driven by behavior and emotions. As customer journeys continued to remain complex and multifaceted, businesses competed to ensure they were at the finish line when prospects were ready to convert.

Add People’s Content Operations Lead, Jack Bird created a guide on harnessing a content strategy that caters to consumers and their journeys. He detailed the three key awareness stages of online traffic, what type of content fits these stages, and how to audit your existing content.

#4. A must-have web accessibility checklist for digital marketers

Did you know, 98% of US-based websites aren’t accessible? This year web accessibility moved out of the shadows and took center stage as one of Google’s search ranking factors – making the topic itself more accessible to discussions. Marketers could no longer ignore this critical aspect, because –

Stellar user experience >> Positive brand perception >> Greater appeal to value-driven consumers = Good for business

Web design and marketing specialist, Atul Jindal created a must-have web accessibility checklist for digital marketers. It went beyond dispelling “what is web accessibility?” and spoke about its benefits and action points on “how to make your website accessible?”.

#3. Google Analytics 4: drawbacks and limitations—is it worth sticking around?

On July 1, 2023, Universal Analytics properties stopped processing new hits, forcing users to switch to its successor, Google Analytics 4. This transition demanded SEOs and marketers to have a steep learning curve and adaptability since the shift meant losing some historic data.

This article dove into the issues with Google Analytics 4 from a user perspective and a privacy and compliance standpoint. Objective, hard-hitting observations helped inform SEOs and marketers’ decisions before switching platforms.

#2. The not-so-SEO checklist for 2022

While most of the internet focused on “what to do”, we took an offbeat path of “what not to do” that will help your SEO succeed from the get-go.

Best-selling author and SEW Advisory Board Member, Kristopher (Kris) Jones dispelled some major myths surrounding Core Web Vitals (CWV) and Google’s bigger, mainstream 2021 updates.

As an especially interesting, strategy-focused read, this was one SEOs could not miss before designing their 2022 strategy.

#1. Seven Google alerts SEOs need to stay on top of everything!

We as SEOs and marketers often forget that while we focus on consumers and clients, we too are humans – with limited energy (we mean coffee supply), 24 hours (wish we had more), and sleep deprivation (yes we mean sleep deprivation). As burnout crept in and to-do lists climbed, our very own Ann Smarty shared seven Google alerts that aimed at making life easier for SEOs.

These smart ways helped the community get ahead of competition, prevent a reputation crisis, fix a traffic drop, and do much more (without getting overwhelmed).

We hope you enjoyed this! Thank you for being valuable supporters throughout our journey.

Team Search Engine Watch wishes everyone a happy new year! Keep spreading the love and SEO wisdom.

Via GIPHY

*Ranked on target audience engagement, time on page, and bounce rate.


Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

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The post The Search Engine Watch Top 5! appeared first on Search Engine Watch.

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The ultimate 2022 Google updates round up

December 22, 2022 No Comments

The ultimate 2022 Google updates round up

30-second summary:

  • 2022 saw nine confirmed updates (including two core updates,) five unconfirmed instances where volatility was observed in page rankings, and one data outage that caused chaos for 48 hours
  • Video and commerce sites were the biggest winners in the May core update, while reference and news sites lost out most, especially outlets without industry specificity
  • This theme largely continued and saw ripple effects from the helpful content update
  • What were these ebbs and flows, who won, who lost? Let’s find out!
  • Joe Dawson takes us through another round-up post that gives you the complete picture of Google’s moves

Only three things are certain in this life – death, taxes, and an industry-wide hubbub whenever Google launches an algorithm update. Like any year, 2022 has seen substantial changes in how the world’s largest search engine manages traffic and page rankings, with some businesses winning and others losing out.

Arguably the most significant change in 2022 is awareness of the rise of AI for content creation, becoming a hot topic in the world of marketing software. “Helpful content” updates have intended to bolster content written by human beings, penned with consumer needs in mind, over auto-generated articles designed to game the SEO system.

Has this been successful, or is the world of online marketing set for a rise of machines in 2023 and beyond? Similar to my last year’s column, let’s review the Google algorithm updates issued in 2022. I hope this helps you decide for yourself and build your business model around the latest developments in page ranking.

Complete list of 2022 Google updates

2022 has seen nine confirmed updates to Google’s algorithms, while an additional five instances of volatility were noticed and discussed by influential content marketing strategists across the year. We also saw one major data outage that caused a short-term panic! Let’s take a look at each of these updates in turn.

1) Unconfirmed, suspected update (January)

The core update of November 2021 was famously volatile, and just as web admins were coming to terms with a new status quo, further fluctuations were noted in early January 2021. Google remained tight-lipped about whether adjustments had been made to the algorithm, but sharp adjustments to SERPs were acknowledged across various industries.

2) Unconfirmed, suspected update (February)

Again, webmasters noticed a sudden temperature shift in page rankings in early February, just as things settled down after the January changes. While again unconfirmed by Google, these adjustments may have been laying the groundwork for the page experience update scheduled for later in the same month.

3) Page experience update (February)

Back in 2021, Google rolled out a page experience update designed to improve the mobile browsing experience. In February 2022, the same update was extended to encompass desktop browsing.

The consequences were not earth-shattering, but a handful of sites that previously enjoyed SERPs at the top of page one found their ranking drop. As with the mobile update, the driving forces behind the page experience update were performance measured against Google’s core web vitals.

4) Unconfirmed, suspected update (March)

Fluxes in page ranking and traffic were detected in mid-March, with enough chatter around the industry that Danny Sullivan, Public Liaison for Search at Google, felt compelled to confirm that he or his colleagues were unaware of any conscious updates.

5) Product reviews update (March)

March saw the first of three product review updates that would unfold throughout the year. As we’ll discuss shortly, ecommerce sites experienced a real shot in the arm throughout 2022 after the core updates, so this would prove to be a significant adjustment.

The fundamental aim of this product review update was to boost sites that offer more than just a template review of consumer goods – especially when linking to affiliates to encourage purchase. Best practice in product reviews following this update includes:

  • Detailed specifications beyond those found in a manufacturer description, including pros and cons and comparisons to previous generations of the same item.
  • Evidence of personal experience with a product to bolster the authenticity of the review, ideally in the form of a video or audio recording.
  • Multiple links to a range of merchants to enhance consumer choice, rather than the popular model of linking to Amazon.
  • Comparisons to rival products, explaining how the reviewed product stacks up against the competition – for good or ill.

The product review update did not punish or penalize sites that failed to abide by these policies, preferring to list a selection of items with brief (and arguably thin) copies to discuss their merits. However, sites, that offered more detail in their assessments quickly found themselves rising in the rankings.

6) Core update (May)

The first core update of the year is always a nerve-wracking event in the industry, and as always, there were winners and losers in May’s adjustments.

The most striking outcome of this update was just how many major names benefitted, especially in the realm of ecommerce, much to the delight ecommerce agencies around the world. Sites like Amazon, eBay, and Etsy saw considerable increases in traffic and prominence following the update, perhaps due to the product review update that unfolded two months prior.

Video sites also saw a spike in viewers and positioning following the May update. YouTube videos began outranking text articles while streaming services such as Disney Plus and Hulu rose to the top of many searches. Health sites began to see a slow and steady recovery after the May core update, for the first time since the rollout of 2018’s Medic update.

News and reference sites were the biggest losers in the May core update. News and media outlets suffered the most, especially those with a generic focus, such as the online arm of newspapers. Big hitters like Wikipedia and Dictionary.com were also pushed down the pecking order. Specialist sites that dedicate their reporting to a single area of interest fared a little better, but still took a hit in traffic and visibility.

7) Unconfirmed, suspected update (June)

Minor nips and tucks frequently follow when a major core update concludes. In late June, many webmasters started comparing notes on sharp changes in traffic and page ranking. Google failed to confirm any updates. These may have just been delayed aftershocks in the aftermath of May’s core update, but the industries that saw the biggest adjustments were:

  • Property and real estate
  • Hobbies and leisure
  • Pets and animal care

8) Unconfirmed, suspected update (July)

More websites saw a sharp drop in traffic in late July, especially blogs that lacked a prominent social media presence. SERPs for smaller sites were among the biggest losers in this unconfirmed update.

9) Product reviews update (July)

A minor tweak to March’s product review update was announced and rolled out in July, but caused little impact – while some review sites saw traffic drop, most were untouched, especially in comparison to changes at the start of the year.

10) Data center outage (August)

Not an update but a notable event in the 2022 SEO calendar. In early August, Google Search experienced an overnight outage. This was revealed to be caused by a fire in a data center in Iowa, in which three technicians were injured (thankfully, there were no fatalities.)

This outage caused 48 hours of panic and chaos among web admins, with page rankings undergoing huge, unexpected fluctuations, a failure of newly-uploaded pages to be indexed, and evergreen content disappearing from Google Search.

Normal service was resumed within 48 hours, and these sudden changes were reversed. All the same, it led to a great deal of short-term confusion within the industry.

11) Helpful content update (August)

The first helpful content update of 2022 saw significant changes to the SEO landscape – and may change how many websites operate in the future.

As the name suggests, this update is engineered to ensure that the most helpful, consumer-focused content rises to the top of Google’s search rankings. Some of the elements targeted and penalized during this update were as follows.

AI content An increasing number of sites have been relying on AI to create content, amalgamating and repurposing existing articles from elsewhere on the web with SEO in mind. On paper, the helpful content update pushed human-generated content above these computerized texts.
Subject focus As with the core update in May, websites that cover a broad range of subjects were likeliest to be hit by the helpful content update. Google has been taking steps to file every indexed website under a niche industry, so it’s easier for a target audience to find.
Expertise The EAT algorithm has been the driving force behind page rankings for a while now, and the helpful content update has doubled down on this. Pages that offer first-hand experience of their chosen subject matter will typically outrank those based on external research.
User behavior As a part of the helpful content update, Google is paying increasing attention to user behavior – most notably the time spent on a site. High bounce rates will see even harsher penalties in a post-helpful content update world.
Bait-and-switch titles If your content does not match your title or H2 headings, your site’s ranking will suffer. Avoid speculation, too. Attempts to gain traffic by asking questions that cannot be answered (for example, a headline asking when a new show will drop on Netflix, followed by an answer of, “Netflix has not confirmed when >TV show name< will drop”) suffered in this update.
Word stuffing Google has long denied that word count influences page ranking and advised against elongating articles for the sake of keyword stuffing. The helpful content update has made this increasingly important. 1,000 relevant words that answer a question quickly will outrank a meandering missive of 3,000 words packed with thin content.

12) Core update (September)

The second core update of 2022 unfolded in September, hot on the heels of the helpful content update.

This update repaired some of the damage for reputable reference sites that suffered in May, while those impacted by the unconfirmed update in June continued to see fluctuations in visibility – some enjoyed sharp uptakes, while others continued to hemorrhage traffic.

The biggest ecommerce brands continued to enjoy success following this update, while news and media outlets continued to plummet in visibility. Household names like CNN and the New York Post, for example, were hit very hard.

The fortunes of medical sites also continued to improve, especially those with government domains. Interestingly, the trend for promoting videos over prose was reversed in September – YouTube was the biggest loser overall.

13) Product reviews update (September)

A final tweak was made to the product reviews update in September as part of the core update, and it proved to be unpopular with many smaller sites, which saw a substantial drop in traffic and conversions. As discussed, it seems that 2022’s core updates have benefitted the biggest hitters in the market.

14) Spam update (October)

In October, Google rolled out a 48-hour spam update. This was an extension of the helpful content updates designed to filter out irrelevant and inexpert search results, in addition to sites loaded with malicious malware or phishing schemes.

Sites identified as potential spam during the update were severely penalized in terms of page ranking and, in some cases, removed from Google Search altogether. The most prominent targets of the update were:

  • Thin copy irrelevant to the search term, especially if auto-generated
  • Hacked websites with malicious or irrelevant redirects and sites that failed to adopt appropriate security protocols
  • Hidden links or excessive, unrelated affiliate links and pages
  • Artificial, machine-generated traffic

15) Helpful content update (December)

Early in December, Google began rolling out an update to August’s helpful content update. At the time of writing, it’s too early to announce what the impact of this has been. However, it promises to be an interesting time.

The August update faced criticism for being too sedate and failing to crack down hard enough on offending sites, especially those that utilize AI content and black-hat SEO tactics.

Many site owners will be crossing their fingers and toes that this update boosts genuine, human-generated copy created by and for a website’s target audience. The impact will become evident early in 2023.

This concludes the summary of 2022’s Google algorithm updates. It’s been an interesting – and frequently tumultuous – twelve months, and one that may set the tone for the years to come.

Google will always tweak and finesse its policies, and attempting to second-guess what Alphabet will do next is frequently a fool’s errand. All the same, it’s always helpful to check in with Google’s priorities and see which way the wind is blowing.


Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

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The post The ultimate 2022 Google updates round up appeared first on Search Engine Watch.

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XRAI Glass Wants to Subtitle Life for Deaf and Hearing-Impaired Users

December 21, 2022 No Comments

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Google market pulse for search marketers

December 20, 2022 No Comments

Google market pulse for search marketers

30-second summary:

  • Google is always testing new spots on the page for SERP components
  • In simple terms, the #1 position in organic or paid ads does not guarantee that your paid ad listing will be visible without scrolling
  • Organic position #1 reported by Google Search Console is not the actual position 1 on page
  • A lot of anomalies and assumptions impact your paid and organic clicks – is there a smart way to counter this problem?
  • Leading advisor and performance marketing expert, Prasanna Dhungel unravels four key insights marketers to maximize performance marketing initiatives in 2023

Over the last two decades, Google’s search engine results page (SERP) has evolved a lot. The Google SERP, which once only had organic listings now features dynamic paid ads and other organic SERP components as well.

Currently, Google SERP has many organic features like –

  • People also ask (PAA),
  • Popular products,
  • featured snippets,
  • Google MAP,
  • image packs,
  • videos,
  • Tweets, and many more that I believe we are just scratching the surface of

Paid features currently seen on Google SERP are –

  • Shopping ads,
  • text ads, and
  • MAP local search ads

These are some paid features advertisers should not ignore if they want to build better advertising and content strategies for maximum search marketing ROI.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

Google varies the composition of SERP by keyword, geography, time of day, and device. Google is testing new spots on the page for SERP components. What does all this mean, you may ask? In simple terms, the #1 position in organic or paid ads does not guarantee that your listing will be visible without scrolling. It means that an organic position #1 reported by Google Search Console is not actual position 1 on the page. So, you have a much lower CTR than you expect, and all these impact your paid and organic clicks.

People Also Ask results across industries and products

With this dynamic nature of SERP, search marketers must understand the SERP landscape and their brand’s true rank on Google vs competition. This view will enable search marketers to deploy the right paid and SEO tactics to maximize visibility and clicks.

Based on my experience and understanding of the dynamic SERP, here are four key insights marketers should focus on to maximize their performance marketing initiatives.

1. Analyze the composition of SERP for your keywords

Marketers must understand SERP features visible for their keywords. The graph below suggests that along with organic, SERP features like PAA and popular products are taking significant real estate for “apparel” and “accessories” keywords. Search marketers that are not targeting these components will miss acquiring customers in different stages of their buying journey that are clicking on People Also Ask.

SERP-Presence

2. Monitor emerging and contracting SERP features

Marketers must understand new SERP features that have appeared and are getting popular for their keyword traffic. This helps develop a long-term advertising and content plan that targets popular SERP features.

In the last quarter, we identified Map Local Search Ads and App Install (in mobile devices) SERP features appearing in the “apparel” and “accessories” keywords. We saw growth in the popularity of PAA and popular products across many keyword groups.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

3. Keep track of above-the-fold SERP features

Understanding the SERP features visible above-the-fold real estate is critical. These insights will help marketers understand the dynamics of rising and falling SERP click-through rates. You may wonder why the clicks are declining even though your average position reported on Google Reports is improving. Such questions can be answered with true ad position in SERP.

As shown in the below graph, the usual organic component in this keyword landscape has lower above-the-fold coverage compared to SERP features like PAA and popular products.

Insights like these help marketers understand the fastest gateway to the first page above the fold position. Marketers can build a holistic search strategy to correctly allocate their search marketing budget across organic and paid SERP features.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

4. Monitor competitor’s through SERP features

Google is an ultra-competitive channel. You have many domains appear on Google SERP from aggregators to publishers to actual competitors of your business model. To build the right marketing tactics -it is imperative to understand the top domains by SERP features, their competitive tactics, and the SERP landscape changes.

From planning link building to acquiring secondary traffic to improving authority score to crafting advertising and content strategies – SERP-driven insights like these help you maximize search advertising performance.

Track and monitor Leaders-by-SERP-feature

Additionally, monitoring your top emerging competitors’ tactics across SERP formats allows you to timely optimize your advertising campaigns. As shown in the graph below, Amazon has tremendously improved its Google Shopping Ads Share of Voice from May to July 2022.

When brands like this are heavily advertising in a category, marketers will need to advertise products in categories Amazon is not aggressively pushing and come back when Amazon advertising slows down.

Time your search ads based on historical trends to optimize performance

Conclusion

Google is increasingly sharing less data. Google ad data doesn’t show advertisers which low impressions may be appearing and creeping up on your CPCs. Google search console data doesn’t show true rank, and the organic rank shared isn’t representative of the actual location on the page.

Going into 2023, it is imperative for search marketers to use SERP-driven insights to gain an edge in their performance marketing campaigns.


Prasanna Dhungel co-founded and runs GrowByData, which powers performance marketing for leading brands such as Crocs and top agencies like Merkle. GrowByData offers marketing intelligence for search, marketplace, and product management to win new revenue, boost marketing performance and manage brand compliance.

Prasanna also advises executives, board & investors on data strategy, growth, and product. He has advised leading firms such as Melinda & Bill Gates Foundation, Athena Health, and Apellis Pharma.

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The post Google market pulse for search marketers appeared first on Search Engine Watch.

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The Mystery of Nevada’s Ancient Reptilian Boneyard

December 19, 2022 No Comments

Whale-sized shonisaurs dominated the ocean 230 million years ago. A fossil cluster offers a fascinating glimpse at how they lived—based on where they died.
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