With the Christmas season fast on the horizon, for many retailers now is the time to be tweaking their SEO programmes if they are looking for improved performance from this traffic source over the peak period. With SEO improvements taking between 8-10 weeks to take effect, time is of the essence. Here we remind retailers of some core checks to make, that are often overlooked by other more ‘of the moment’ discussions. Holbrook Digital Consultancy has put together a short series of SEO highlights. We call it SEO 101.
It’s no secret that SERPS have changed and will continue to change further. Google is far more interested in exposing paid content soliciting ‘earning clicks’ rather than organic content. This has lead to a meaningful change in available real estate above the fold for organic content. Google’s most recent introduction of ‘knowledge panels’ have further delineated this, and now the above the fold area is mainly populated by PLAs, sponsored links and the latest addition, knowledge panels.
Retailers need to actively respond to this and can still make the most of SERPS, as details from the knowledge panels are pulled from content held within brands’ sites eg location, phone number, logo, founder details etc. It can also feature competitors details which can work for an against any brand, depending on your point of view.
There are additional opportunities for retailers from the ‘answer boxes’ that feature at the head of SERPS in response to ‘how to’ search queries. This content is also pulled in from published content such as from blogs or educational pages and can work positively for brands with respect to their SEO goals. As always, Google prefers structured content with bullets, charts and graphs, and even You Tube videos, accurately tagged; all of these should be considered.
Retailers should certainly be looking at how to introduce these content lead opportunities into their websites in order to continue driving their SEO traction despite the changing nature of SERPS.