Inventory visibility online - a quick primer - What is SEO and Organic Search and what is SEM and paid search?
- When we work with merchants to help grow sales, we think about two high-level ideas concerning website traffic - Organic/SEO and Paid Search/SEM
- Organic/SEO is working on the website’s content in order to be an attractive option for a search engine to choose when someone searches for a particular topic. It’s what the website does to draw in traffic.
- Quality content
- What represents your business, people, products, services, and community…
- Active management of the website
- Homepage merchandising - well-maintained websites perform well and are easy to navigate/shop
- How often? Hero, monthly. The entire homepage, consider seasonally.
- Catalog maintenance - at least monthly?
- Ancillary, off-site activity
- Google My Business, Social platforms
- Paid Search/SEM is, as the name suggests, paid for so that a business has a better opportunity than Organic search to win a high-intent shopper
- We primarily work in Google Ads
- Product and/or Awareness focus
- I said two but those two together end up producing a third hybrid opportunity - free shopping ads on Google
- Must have your data so setting up Google Merchant Center is required and providing Google with a compliant product data feed is also required - luckily, your Workstand website does this for you.
- You have no control over the products that show or where they show up - Google algorithms handle all of that
- Tech Tip: Enable Google Shopping
- Settings > Marketing > Google Shopping
- Deal with the beast that is Google Merchant Center or let us help
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Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
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If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works...