Search Marketing for eCommerce in the new post pandemic India

Digital is gaining salience in daily lives

The Indian e-retail market is primed to reach nearly 300 million to 350 million shoppers over the next few years, propelling the online gross merchandise value to $100 billion to 120 billion by 2025.

The high case loads of the Covid-19 pandemic in every state and city of India ranging from big cities to even the smaller class B towns, exacerbated consumers’ need for safety and convenience, leading to an inflection in e-commerce penetration in India, and it can be asserted that online is gaining salience. We expect India’s e-commerce growth story to be inclusive—one that empowers both sellers and consumers.

For consumers, it will provide convenient access to a wide assortment of products across all geographies and income segments. For sellers (kiranas i.e. the neighborhood small general provision stores, artisans, traders and homemakers), digital initiatives in eCommerce ordering & digital payments will provide an unprecedented impetus by establishing easy access to a large base of customers across their market reach and keeping their stores running 24-7. With contactless ordering options via social media, whatsapp and messengers with contactless delivery and payment options which is caused due to the ever hovering fear of virus contagion and lockdowns on movements imposed by the authorities, even the non digital shoppers like senior citizens, housewives and children are now buying everyday items through the digital devices.
With access to more than 95% of India’s urban and literate towns PIN codes (as Indian ZIP codes are termed), e-retail has already democratised the shopping landscape, empowering India’s small sellers while breaking go-to-market barriers for insurgent and incumbent brands. E-retail has benefitted millions of customers across India, exponentially increasing merchandise choice and price transparency while augmenting access and convenience.

India’s online-shopping landscape comprises a diverse mix of city tiers and income ranges, forming a microcosm of the pan-Indian retail market. Online shoppers in tier-2 cities and smaller municipalities make up nearly half of all shoppers and contribute to three out of every five orders for leading e-retail platforms. These customers from tier-2 and smaller cities buy similar categories of products as customers from metropolises or tier-1 cities with only a marginal difference in average selling price.

And with the boom in cheaper smartphones within the $50 price range with very affordable data packages by telcos, Indian consumer is now using Google Search or Amazon Search or even Youtube Search as the gatekeepers for ecommerce research & purchase. Mobile centric Search Trends for transactional queries has peaked during the pandemic and ongoing unlockdown periods. Hence organic Search as well as eCommerce Search is now a prime driver of eCommerce sales.

Search & Online shopping journey

Brand success in e-retail hinges on a deep understanding of how shoppers discover and decide on products online. Some of the recent behaviour studies provides useful and interesting insights into the nuances of the online shopping behavior of Indian customers.

  • Nine minutes is all you have: Over the past year, consumer engagement with online platforms has increased, but a potential shopper spends less than nine minutes per visit on an e-retail platform.
    Search queries are a prime drivers in these engagements as Brand which are successful in being organically visible to their eye-balls have benefitted with most engagements and sales.
  • Pictures speak louder than words: One in two visitors browse the image gallery, and only 1 in 15 click the detailed product description.
    Recently, Search Engines especially Google along with the over brimming images posted on Social Media like Instagram etc. are bringing in a highly enhanced images and videos in their Results pages as these lead to better user experience. Thus, Brands and sellers should invest in SEO & SEM of their content images and videos as well as pithy, high-impact product highlights.
  • Product discovery on e-retail platforms: Consumers are increasingly opting for e-retail platforms for product searches—nearly one in three in India and almost two in three in the US.
    Search on eCommerce platforms are seeing their windows being utilized highly by users to generate quick product views and faster product buys during their online sessions. Brands must ensure that they are incorporating the optimal meta info for their products post adequate keywords research and user metrics.
  • Vernacular searches are gaining popularity: For example, “parda” was one of the top three searches in curtains.
    Search Engines have also geared up with vernacular syntaxes for search queries and Brand have to inculcate proper research on the keyword query patterns & searches used by their users on these shopping marketplaces.
  • Browse, browse, browse: Online shoppers browse more than 20 product pages before making a purchase. For some categories, such as mobile phones and women’s ethnic wear, consumers browse about 50 to 60 product pages before making a purchase.
    Search Engines listings can be best used by Brands to incorporate Comparison Pages or Videos of their products & likely competitors to be displayed to the online shopper during his searches. This can be done by the SEO team who can develop these comparison pages thus enabling a positive imagery in the shoppers mind space for the brand.
  • Future of online shopping & Search Marketing

    As Indian e-retail enters the “massification” phase, online platforms are innovating to onboard the next hundreds of millions of shoppers. The next wave of shoppers will have different needs and will interact differently than the current set of online shoppers. 
    Search Engine search trends across locations, countries, user segments of age, across content categories, across devices and across day times provide Brands with immeasureable insights into the buyer behaviors of online shoppers. And with enhanced eCommerce Search Advertising options through text, image, video, voice, storyboards and local business results, Search Marketing is the shoulder to the boulder that Brands can utilize comprehensively to gain more business sales and revenues.


    What Is Focus Keyword? – How to Research, Find, and Implement It

    One of the industry best practices to rank for thousands of keywords is regularly update the Blog section of your website with quality articles and focus keyword.

    In addition to improving the domain authority of your site to some degree, you are also constantly sending out signals to Google that your site is active and up to date.

    With a proper keyword strategy in place and a strong internal linking among your blog posts, adding articles to your site certainly enhances the visibility of your site in the eyes of search engines.

    With so many keywords that have significant search volumes, the question is how to zero in on a focus keyword for a particular blog post?

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    eCommerce SEO in 2019-20

    How important is e-commerce product search in 2019-20?

    In the past few years, consumer search behavior has begun to change, and when looking for what they want, they are increasingly savvy at detailed search queries or browsing the specific attribute they seek in their to be purchased product in their online quest.

    According to Wolfgang Digital, Search directs 58% of traffic to e-tailers on their eCommerce stores on marketplaces, websites, apps & on social media platforms, whether it’s an organic search or paid search. eCommerce marketers have to start considering ‘SEO’ and ‘ecommerce SEO’ as two distinct areas to work upon the product visibility of their products.

    What drives online eCommerce search vs. search engines?

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    SEO, SEO Google, Website migreation seo, search engine optimization

    The crucial importance a SEO Expert brings to a website migration

    Change is a natural part of a business, particularly when it comes to your branding, technology, content architecture, user experience & even product enhancements in the business’s digital presence. It is inevitable phase of a business life cycle at many points during the journey to progression and success. One such major activity is the migration of the SEO optimized website migration to a newer website along with its content and features.

    And whatever the goal may be, it is not uncommon for all major initiatives to fall upon the work bench of the contemporary digital marketer or the head of techonoloy for major technology changes.

    One crucial thing to be mindful of is Google’s tendency to be least accommodating towards major website changes, especially Web Content, technology used and URL changes. The Google algorithm relies heavily on indexed historical data for it’s rankings results & a change in the primary web page or content information leads to disruptions of crawling and indexing.

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    Google SEO, PodCasts SEO, Audio SEO, Google PodCasts

    Google adds PodCasts to Search Results Pages for Desktop & Mobile Search

    Google is adding audio podcasts to its Search Results Pages including the FIRST Page, alongside news, videos, photos and web links. You’ll be able to play the audio podcasts directly from within Google Search Results Pages. This feature is being rolled out to Web Search Results as well as the Mobile Search Results properties. And the clicked podcast can be started on your desktop and later continued on your smartphone seamlessly.

    That means searchers won’t have to leave the Google Search Page and go to an external audio media player or elsewhere to listen. They’ll be able to listen via the Google Podcasts app on phones or on the Web.

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    Google SEO, PodCasts SEO, Audio SEO, Google PodCasts

    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.

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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.   

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    Why SEO of News Articles in Google News Search Results is important for Media & Publisher Portals?

    Announcement from the Annual Google IO Conference May 2019.


    Google is planning to enhance its search results for breaking news and podcast queries.

    These changes were announced at Google’s IO conference this past week by CEO Sundar Pichai, who discussed his company’s larger goal of building a more helpful Google for all users.

    Changes that are coming in the near future to provide better answers to searchers center around enabling more comprehensive news coverage in search and making it easier to find podcasts covering topics you’re passionate about.

    Full Coverage News Coming to Search

    “Full Coverage” is a Google News feature launched last year that allows users to get a high-level overview of breaking news events being covered by multiple outlets.

    The feature uses machine learning to identify different parts of a story and compiles them into a tappable format to provide users a holistic picture of how a story is being covered by different trusted news sources.

    This feature used to only exist in Google News, but it will soon appear in search results for breaking news events.

     
    Google has two goals with this effort; One, of course, is to provide faster answers for people who would just like to get a general overview of a story. The other initiative is to hopefully cut down on the spread of misinformation by providing easy access to credible news sources.

    Additionally, for publishing companies, it’s a great way to gain increased exposure of their breaking news coverage.

    Podcasts to be Indexed in Search

    Earlier this year, Google began automatically transcribing podcasts to allow users to search for specific topics in Google Podcast.   

    Now, they’ll soon be moving this feature over to search results.

    When you find a podcast that matches your query, you can either listen directly in search results, or save it to your phone or smart speaker to access later.

    As podcasts continue to grow in popularity, it makes sense that Google would allow you to search for them, in the same way you would blog topics — not just by title, but by what keywords are in the content.

    So with news articles getting listed in SERPs for over 6.5 billion Search queries every day on Google, it would boost the eye balls on Google News articles tremendously.

     The new Google News is now available in 127 countries and 65 languages. But building a news experience for everyone isn’t just about the languages offered, publishers highlighted, or topics shown. Google also want to make sure Google News works regardless of the phone or cellular service you have. If you go underground on a train and you lose service or you’re somewhere without a strong signal, Google News should still just work. 

    Google News offers four more core features that meet the needs of users who are using a lighter connection, including those with Android (Go Edition) phones:

    1. When applicable, videos in the app will open in YouTube Go, ensuring that it’s delivered in a lightweight yet clear format. Videos won’t auto-play, saving precious data.
    2. Newscasts (previews of a story) will adapt to become more text-focused, saving you data. 
    3. Images are compressed and can be fully loaded with just a tap. Videos and gifs will also not auto-play. Plus, less data will be cached and saved on your device.
    4. Many articles can be saved for consuming in offline mode, easily downloaded over Wi-Fi for reading later.

    And all of these features will turn on automatically—no need to toggle on a setting or make sure user is in the right mode. 

    The Importance of Being in Google News Listings for a Brand.

    The below picture depicts the standout features of the news articles content which Google Search displays on it’s SERPs at prime locations like top of the SERP or in first view window where the searcher engagement is maximum.

    This listing is more enhanced than the regular SERP listings with the article image and a larger snippet description in the SERP listing.  It is also prominently placed in the SERPs in locations with a highest probability of clicks.

    What Are the Benefits of Being in Google News Listing
    Being in the Google News listing is a good idea.

    The Benefits of being in the Google News listing.

    If your website is in the Google News listing, it signifies that you are either running a credible and informative web page. Google is quite particular about the news sites and media articles that they allow to sign up for inclusion in the Google News. Various details and verification checks are carried out by the Google News Publishing Center teams to ensure the accreditation and genuinity of the News Publisher and it’s editorial inputs.  Hence Users believe that news articles carried out in the Google News app and web section are from a credible Media Publisher Brand. 

    * You get more traffic on Google News

    This is a No-Brainer to all. We all know that Google News is a well-known news aggregator app and web tool that is used by most individuals. With this, you can be sure that your news portal being included in the Google News listing will lead to a bigger traffic on your web page. With regular upgrades to the News App and Web tool, Google has ensured that the Online user / Searcher gets the most qualitative and fresh news to it’s users in a friendly user experience format.

    * Increases your web page authenticity

    Being included in the Google News listing also leads to a great increase in the authenticity of your web page and news articles. In the times of “Fake News” flooding Social Media and Sharing Platforms, a whole lot of internet users believe that the web pages that are included in the Google News listing are authentic. This simply gives your news portal a bigger advantage and makes people feel that your news publishing media brand and business is a genuine Media channel for News and Information.

    * Increases in your web page authority status

     

    If you are in the Google News listing, users all over the world will view your web page as an authority web page. More users will link to your site, and more users will bookmark your media news channel and are likely to check back every day. Also, Google and other Search Engines will recompense your page articles in the SERPs. 

    * You get more back links 

    A lot of blogs, websites, and so on mostly scout through Google News to come up with various ideas for branching off new follow up stories and articles. If the blogs and websites are upstanding, they will acknowledge your web page with a one-way link to your articles, news, stories. Getting more links from these different quality websites is one of the best ways you can get to the top of the Organic SERPs. Sometimes, when you post some articles or news that is timely on your media web portal, you tend to get a lot of links from other sites. This helps in attaining a better Trust Rank & Domain Rank wrt the Page Rank algorithm of the Google Search indexing.

    * Quick indexing of your articles

    This is one of the advantages of being included in the Google News listing. When you write quality articles, Google does not just put it in their News index quickly; they also include it in the main Google index also. You can imagine the advantages you can have if  your news article ends up being listed as the number one website in the main Google index. 

    * Multiplier visibility by articles getting shown on Chrome User Default Pages

    With Chrome, Opera and many other browsers now displaying fresh content specific to user behaviour on their default home pages especially on the mobile devices, this content is sourced from the Google News and other News aggregator news platforms. For the top ranked articles in Google News for a particular section or category like Business, Technology, Current Affairs, Finance etc., these are shown in a snippet format to all the millions of Browser users by default. This can lead to multiplier effect on visibility, click and web traffic for the media portals from the news articles carried in Google News.

    In a nutshell, being included in the Google News listing comes with a lot of benefits. Though it may be tough to get in, if you can be included in the Google News listing, you can be sure it will be of great advantage to you. If you are in it already, you are lucky; now you know the benefits. So, just keep enjoying the benefits of being in the Google News listings.

    The bottom line? If you’re not yet visible on Google News,  you are missing out on valuable opportunities to attract, convert, close and delight new users every single day. 

    We Are HERE to HELP.

    MindStar NetCorp Pvt. Ltd. is the organic SEO service that helps brands to win more consumers & conversions by getting them found FIRST in Google Search, Youtube, Amazon, Bing, Google News, Apple News, Voice Assistants & App Stores. 

    We are a 15 years old Google  SEO+SEM Marketing & eCommerce Consulting firm in located Mumbai, India.

    Purely Organic, Proven Expertise, Performance-centric  Team

    When you choose MindStar NetCorp Pvt. Ltd, you can be sure of three things :

    • We’ll use only 100% Pure White Hat organic SEO techniques.
    • You’ll get Proven Expertise (Search Engine Ninjas) managing your campaign.
    • And, those Ninjas will be focused on achieving Top Ranking Performance goals.

     

     
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    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.

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    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?

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