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Spend Less, Make More: 5 Ways to Boost Online Sales While
Lowering Ad Spend
Google,Google,Google
Why It’s All About Google
Google dominates Australian Search Engines
• Google at about
90% (Mobile higher)
Better organic
search results =
lower ad spend
Huge Google Search Change Coming
• New Primary Mobile
index in next few
months (Gary Iiyes Oct)
• Ties in with user
behavior (situational)
• Makes AMP more
important
• Means more work for
SEO
The Shrinking Landscape
• No more right hand side ads
• To accommodate mobile search
The Shrinking Landscape 2
• Knowledge panel on right
• Google’s own data
• Goal is engagement
• Detracts from YOUR links
The Shrinking Landscape 3
• Rich Answers
• Asking the right question can be an opportunity
Bottom line is that we are sinking below the fold
Our Mission Today
• Improve unpaid search results
as much as possible
• Reduce spend on AdWords and
other online marketing channels
Take-Aways Today:
1. Get Your Basics Right
2. Implement Structured Data
3. AMP Your Product Pages
4. Understand Canonical
5. Leverage Local
Step 1:
Get Your Basics Right
Basics
• Check your Magento
SEO Checklist
• Secure your site (EV)
• Product Meta Data
• Optimize Product
Descriptions
(lots of work!)
Spend Time in Search Console
Step 2:
Implement Structured Data
Implementing Structured Data• Quick!
• Many extensions available (1.9x and 2.1)
• Product listings – prices, specials and stock levels
• Reviews
• Company contact details
• Local business search presence
• Blog posts
Pages With Schema Markup Rank 4 Positions Higher in Search Results [2014 Searchmetrics Study ]
https://www.magentocommerce.com/magento-connect/rich-snippets-suite.html
After Implementation
Google Structured Data Test Tool
Case Study: 42% Increase in Traffic!
Structured data & Site map submitted
Step 3:
AMP Your Product Pages
Accelerated Mobile Pages (AMP)
• Lightweight subset of HTML +
JavaScript Library
• Comes with a free CDN (Content
Delivery Network)
• Over 600 million pages cached
already!
• Growing at 4 million a week
How AMP Works
AMP Benefits
• Not officially a ranking factor … anecdotal evidence
suggests otherwise
• Users preference for AMP pages will grow exponentially
• Speed will drive users and drop bounce rates
• Can be used instead of responsive site for mobile
AMP Becoming More Important
• Early adoption opportunity
• Could rise as mobile becomes more
dominant
• EASY to add to your MagentoPlumRocket extension worked out of the box
Step 4:
Understanding Canonical
What is Canonical?
‘Code of laws enforced in a
hierarchy’
In ecommerce terms it is a page
that you:
• Want to appear in search
results
• Want your visitors to see
Why You Need to Understand Canonical
Recent survey of US ecommerce sites:
• 25% implemented in damaging ways
• 50% used improperly
Hard to Understand:
• Faceted navigation adds complexity
• Not immediately processed after a crawl
Check Your Canonicals!
Are you:
• Using a single URL – www,non-www,HTTP, HTTPS
• Specifying a master page for any parameterized pages
e.g. category page/?color=red
• Redirecting properly?
• Handling– Sort Orders
– Filters
– Pagination
Example
…/t-uni-fluorescent.html
…/t-uni-54w-fluorescent-white.html
Duplicate Content Penalties
No such thing
But the cost of having
duplicate pages is REAL
Canonical can save you.
Step 5:
Leveraging Local
The Shrinking Landscape 4
Mobile View
(search: vehicle repair Sydney)
The GMB Panel (Google My Business)
• Desktop local search
• Google controls where links on the right go!
GMB - Google in Control
Local Search is Important - Even For Online
Does not matter if you’re
purely an online operation!
Google research shows:
• Over 70% of all search activity
is related to local searches
• 50% of mobile searches with
local intent lead to store visits
within a 24 hour period
Context Matters for Mobile
Context is especially important for mobile search.
• Study your Search Console – Search Analytics
• Create content or product specials from the results
GMB Will Boost Your Site!
• Boost local search
• listings
• Improve overall
ranking ability
• Prevent competitors
from gaining listings
• Act as a platform for
local reviews
To Do:
• Work on your
Google My Business!http://www.google.com.au/business/
• Add review links to
mail communications
• Ask for reviews
• Consider review links
for website productsSee Supple.com.au – review
link generator
Questions.
Thank You.
Howard Rybko
http://syncrony.com
