Spend Less, Make More: 5 Ways to Boost Online Sales While Lowering Ad Spend

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2 Spend Less, Make More: 5 Ways to Boost Online Sales While Lowering Ad Spend

3 Dr Howard Rybko Syncrony (South Africa)

4 Google,Google,Google Why It s All About Google

5 Google dominates Australian Search Engines Google at about 90% (Mobile higher) Better organic search results = lower ad spend

6 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

7 The Shrinking Landscape No more right hand side ads To accommodate mobile search

8 The Shrinking Landscape 2 Knowledge panel on right Google s own data Goal is engagement Detracts from YOUR links

9 The Shrinking Landscape 3 Rich Answers Asking the right question can be an opportunity Bottom line is that we are sinking below the fold

10 Our Mission Today Improve unpaid search results as much as possible Reduce spend on AdWords and other online marketing channels

11 Take-Aways Today: 1. Get Your Basics Right 2. Implement Structured Data 3. AMP Your Product Pages 4. Understand Canonical 5. Leverage Local

12 Step 1: Get Your Basics Right

13 Basics Check your Magento SEO Checklist Secure your site (EV) Product Meta Data Optimize Product Descriptions (lots of work!)

14 Spend Time in Search Console

15 Step 2: Implement Structured Data

16 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 ]

17 After Implementation

18 Google Structured Data Test Tool

19 Case Study: 42% Increase in Traffic! Structured data & Site map submitted

20 Step 3: AMP Your Product Pages

21 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

22 How AMP Works

23 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

24 AMP Becoming More Important Early adoption opportunity Could rise as mobile becomes more dominant EASY to add to your Magento PlumRocket extension worked out of the box

25 Step 4: Understanding Canonical

26 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

27 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

28 Check Your Canonicals! Are you: Using a single URL www,nonwww,http, HTTPS Specifying a master page for any parameterized pages e.g. category page/?color=red Redirecting properly? Handling Sort Orders Filters Pagination

29 Example /t-uni-fluorescent.html /t-uni-54w-fluorescent-white.html

30 Duplicate Content Penalties No such thing But the cost of having duplicate pages is REAL Canonical can save you.

31 Step 5: Leveraging Local

32 The Shrinking Landscape 4 Mobile View (search: vehicle repair Sydney)

33 The GMB Panel (Google My Business) Desktop local search Google controls where links on the right go!

34 GMB - Google in Control

35 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

36 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

37 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

38 To Do: Work on your Google My Business! Add review links to mail communications Ask for reviews Consider review links for website products See Supple.com.au review link generator

39 Questions. Thank You. Howard Rybko