Category Digital Marketing & SEO Knowl for eCommerce Brands Sellers

A New Visual Look for Google Search Results Pages (SERPS) for Mobiles

Google SERPS for the Mobile Pages have a new look for their listings. They have introduced websites favicon & branding for the listings for the Mobile Search Engine Results Pages.

With this new design, a website’s branding can be front and center, helping you better understand where the information is coming from and what pages have what you’re looking for.

The name of the website and its icon appear at the top of the results card to help anchor each result, so you can more easily scan the page of results and decide what to explore next.

For Brand Owners & WebMasters, this new page update for the Mobile Searches is a tremendous opportunity to build up more credibility for their brands & web presence.

As we are already aware of the viewing window available to the first 3 – 5 listings for Mobile SERP pages & a very short attention span of the mobile user, this step brings out a good opportunity to Brand Owners & WebMasters.

Not only does this visual refresh of the SERP enable Google to attract better CTRs, it is also a good opportunity for Brands & Marketers to get visible to the Searcher positively & build up a higher OTS (an offline media term) in today’s highly crowded digital medium.

This new visual look will also ensure that the appropriate number of clicks go to the primary brand listing of the Brand rather than to the name sake lookalikes or brand name spin-offs abounding in the world wide web.

So Brands & Webmasters must doorbell their SEO agencies as soon as possible to enable reaping in of the clicks, traffic & credibility aspects from this update to their Brand portals & websites.

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Google launches new visual features of 3D & AR results in Search Engine Results (Enhanced SEO)

Google recently announced that it is introducing a new 3D / Augmented Reality technology for its search engine that will allow customers to see 3D renderings of a number of visual product results.

Users will also be able to place these into the real world through their phone cameras, using AR.

According to the tech conglomerate, brand partners from the world of fashion, tech, mobile phones, automobile and more, will be making their products available for the search enhancements results.

The new feature was announced at Google’s developer conference recently alongside a flurry of other developments such as extended privacy, new smart speaker features and more.

In the demo shown by Google,  A customer searching for a pair of New Balance shoes, for instance, will come across a visual search result that has the option of a “view in 3D” button. When tapped this will transform the image into a three-dimensional rendering that can be moved by swiping on the phone screen.

Another tap on a “view in your space” button pulls up the user’s phone camera and drops the sneaker into their immediate environment using AR technology. The user can then move closer to the sneaker and see it from different angles by walking around it and visualizing the product in greater detail for it’s features.

With the new launch, Google makes it easier for retailers to tap into AR technology by offering the service directly through its search engine, with no additional development beyond the 3D rendering needed by the brand itself.

The Blog Post from Google Updates website mentions

” Helpful new visual features in Search and Lens

Sometimes, the easiest way to wrap your head around new information is to see it. Today at I/O, we announced features in Google Search and Google Lens that use the camera, computer vision and augmented reality (AR) to overlay information and content onto your physical surroundings — to help you get things done throughout your day.

AR in Google Search

With new AR features in Search rolling out later this month, you can view and interact with 3D objects right from Search and place them directly into your own space, giving you a sense of scale and detail. For example, it’s one thing to read that a great white shark can be 18 feet long. It’s another to see it up close in relation to the things around you. So when you search for select animals, you’ll get an option right in the Knowledge Panel to view them in 3D and AR.

Bring the great white shark from Search to your own surroundings.

We’re also working with partners like NASA, New Balance, Samsung, Target, Visible Body, Volvo, Wayfair and more to surface their own content in Search. So whether you’re studying human anatomy in school or shopping for a pair of sneakers, you’ll be able to interact with 3D models and put them into the real world, right from Search.

Search for “muscle flexion” and see an animated model from Visible Body.”


eCommerce Product SEO Optimization for Amazon, Google Shopping

According to a recent Digital Study, SEARCH directs 58% of traffic to e-tailer sites. 

How people discover content on e-tailer sites

Three main mechanisms allow users to go from one page to the next.

  • On-site search: the search bar that 99% of sites have for searching product items.
  • The recommendation modules such that often are at the bottom of product pages (“people who looked at this product have also considered these products”)
  • Category browsing: some people still use only their mouse to drill down from categories into subcategories until they find what they need.

Putting an exact figure on the respective share of each three of these mechanisms is extremely difficult. Of course, the split varies tremendously between sites, as they will all put different levels on emphasis on different types of navigation.

Jumpshot has made some measurements for Amazon.com specifically and found out that 90% of product page views came from on-site searches.

Whether it’s on-site search, recommendation engine or category browsing, it all comes down to lists of products. Each site has a different method to come up with these lists, but whatever they are, it always comes down to rules in a search algorithm.

E-Commerce search algorithms

Search algorithms are mathematical formulas that create an ordered list of results for each search terms (or search tokens) that they receive. Each search algorithm is defined by the factors that it takes into account to pick and rank the results.  If we can understand which settings an algorithm is looking at, then we can figure out some tactics to improve the ranking of our products.

Algorithms come in all sorts of shapes and colors. An efficient way to look at them is to split them into three groups:

  • Text-based algorithms: they rely only on text resemblance between the search terms and product page texts.
  • Business-based algorithms: they add a layer of business intelligence to rank products based on the expected business outcome.
  • User-based algorithms: they rank results based on known user parameters and inferred preference.

Text-based algorithms

Creating and optimizing computer programs to recognize matching strings of text in large databases in a mathematical field of its own. We do not need to delve into such details though. What text-based algorithms do, as far as e-commerce is concerned, is surface product pages that include the inputted text. They feature different levels of advancement:

  • some will only find exact matches, while others support typos, plurals or the same words in any order,
  • some just look up the words in the product titles, while others index the descriptions, specs, categories, etc.

Business-based algorithms

These algorithms introduce some layers of intelligence in the way that they rank the results. They pick results to display to the customers based on some business factors.

As an e-tailer, your goal is to make sure that as many searches as possible result in a sale. The way to do that is to display relevant products, that sell better than others. It means that your algorithm will usually select all relevant results, then rank them. The algorithm is “fed” some additional variables to come up with a score. These may include:

  • Sales velocity
  • Average review score
  • Number of pictures on the product page
  • Average search result CTR (how often is this product clicked on when displayed)
  • Current stock status (show out-of-stock products last)

Advanced business-based search algorithms like Amazon’s factor in dozens of variables into search rankings.

User-based algorithms

These are the algorithms that are capable of tailoring search results based on what they know from the customer. A straightforward example might be:

  • a shopper searches for “shoes” on an apparel site,
  • the shopper only clicks on male shoes in the search results,
  • the shopper then searches for “trousers,”
  • the algorithm displays all male trousers at the top of the results.

In that case, the algorithm figured that the shopper was probably more interested in male clothes. It uses this knowledge to increase the relevance of results for this shopper. Other user-based mechanisms may include segmenting based on browsing behaviors, the device used, past purchases, etc.

And “Win Google to Win Online” is the underlying trend for Brands & eTailers online.

More than two thirds of e-commerce website traffic comes from Google. With 43% coming from Google Organic and 26% coming from Google AdWords.

And multiple Results Pages options for Google Products, Google (Youtube) Videos, Google Search, Google News, Google Images, Google Markup Results, Google Suggest, Google Local and Google Maps tabs on the Google Search Bar, Google Website & Chrome Browser etc. have made it easier for Users to research on Brands, Products, Offers and Product Reviews.

Google Organic Results, Amazon Search Results, Youtube Reviews Videos etc. have made an unmissable “Last-Click Attribution” to eCommerce Pages.  Many studies in the domain have shown that Google SEO Organic Results attribute maximum persuasion to the Email Campaigns, Display Campaigns, Paid Ad Campaigns, Brand Campaigns, Television, OOH, Print Ads etc. and so


App Store Optimization – A Crucial Slice of Mobile App Marketing

There are over 6 million mobile apps in the major app marketplaces of Google Play & Apple iOs Store with more country specific Apps getting launched daily. Hence, getting your app discovered is one of the foremost challenges facing mobile app publishers today. A recent Study by Appentitive shows that most Apps are discovered through Search on an App marketplace during general browsing.

What is ASO or App Store Optimization?

“ASO is the process of optimizing mobile apps to organically rank in top positions in an app store’s/marketplaces Search results or Category results.” The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more download of your app in the App marketplace or leads to higher traffic to your app’s page in the App store/marketplace.

The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can be guided to knowing more information like app description, app ratings, app user reviews etc. which will lead them to downloading your mobile app for use.

ASO relies on some similar SEO activities like Researching Keywords, using the keywords and other app info intelligently along with user related aspects like ratings, reviews, page links, app content optimization and

Why is ASO important?

According to Forrester, 63% of apps are discovered through app store searches. This makes Search, in the app store, the most used method for discovering and downloading new apps.

What are the mechanics of ASO?

Let’s start by breaking down the various components that can affect your ASO:

Main Factors:

1. App related

2. App Marketplace related

3. External to App & App Stores related

Their prime factors are as follows :

1. App Related Factors :

* Title – It is a crucial line of text which provides a quick snapshot to the Searcher about the App and it’s functionality to the Searcher. It must be expertly written with good research into thee likely key phrases important to the app domain.

 * Keywords – Most of the App Stores/Marketplaces follow the keywords variables to categorize and sort the Apps available with them. This categorization into categories like finance, art, business etc. and user centric ones like “newly launched, most popular ones, best free apps, most downloaded apps’ etc….is done wrt the keyphrases and keywords factors with some linking to  other App factors. A SEO expertise is required to research and apply the keywords for best ranking of the Apps.

 2.   App Marketplace related Factors :

* Total # of Downloads– Your number of App downloads are extremely important to ASO, but as said the more the App is seen, the more it is likely to be downloaded by users.

* Ratings and Reviews – Also important to ASO as these bring in the quality and user liking of the App wrt content, user interface, app experience, App speed etc. This is similar to CTR, Bounce Rate & Page Speed factor for usual SEO Search.

 3. External to App & App Stores :

* External links to App Pages

* Links to apps content pages

* Links to Apps Brand Page

* Social Media optimizations

* Digital PR to maintain App updates

* App technology

Benefits of ASO :

Most Mobile Marketing Researchers and Experts have brought forth the benefits of ASO.
Ian Sefferman, the CEO of MobileDevHQ, says :

“ASO is having dramatic effects on our client apps. For those who put the time in to understand, iterate, and test, we’ve seen many apps increase their downloads by a factor of 2x-10x, and an increase of revenue by a similar, or bigger, rate due to the increase in engagement of users earned by ASO. ASO is not a simple process, and you might not see the impact overnight, but if you’re willing to invest in it, the outcome can be incredibly worthwhile.”

So ASO helps in promoting Apps, popularizing them, putting them on users mobiles and keeping them visible against new apps.

How Long Does ASO need to be done?

ASO is a process that needs to be monitored and constantly tweaked over a period of time. Your optimal set of keywords rarely is the set that you first opt to put in the app store.

Today, Developers often pick keywords and write descriptions at the last second during an app’s submission process thus leaving most apps hidden as no optimization is undertaken and the likelihood of discovery quite low.

An Experts inputs to the ASP process helps in researching the proper title, keywords and description to the App pages as well as promote it organically on App Stores/Marketplaces.

More and more Apps are published every day, and the constant stream of new ratings, reviews, and downloads for them can affect your search rankings if your Apps pages on the App Stores / Marketplaces are not optimized for rankings. 

Hence ASO is an ongoing process than a One-Off activity and it’s benefits to App Publishers are multifold in promoting the App organically to it’s users.