The e-commerce Cookbook: How to Maximize, Manage, and Measure Organic Search. Print and share pages

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1 The e-commerce Cookbook: How to Maximize, Manage, and Measure Organic Search Print and share pages

2 findability successes and failures are virtuous cycles But that s not all. The sales that you are losing today by not getting found are actually contributing to lost sales in the future. That s because findability successes creates virtuous cycles for online businesses. 1 4 more pages and products getting found means more happy visitors and even more crawling and indexing a consumer clicks through to content relevant to their search term, this keeps them on your site, so they discover more the time that these happy visitors spend on your site translates to more site crawling from search engines more crawling means that even more of your pages (and products) get indexed and found 2 3 (we re sure you see the impact of success and the magnitude of the hit you d take for low-quality content) 2

3 are you using the right ingredients? a self-assessment. STEP NOTES 1. Choose a sample of ten products from your catalog, some with very specific brand names (e.g. Calphalon 12 inch fry pan) and some with more general descriptions (cast iron stock pot). 2. Put on your customer hat and think of five different ways to search for each product, outside of your own vernacular. 3. Perform searches on Google and Bing using these terms For each product, were you able to find it? How long did it take? page 1 of 2 3

4 are you using the right ingredients? a self-assessment. STEP NOTES 5. What percentage of consumers do you think would invest the time to find your products, based on how long you spent doing it? 6. Calculate your potential lost sales per day, given the frequency of your search term, percentage of consumers who would probably abandon, and the contribution margin of your product. 7. What did you learn about your visitors experience? Did you feel satisfied about the process of finding your products and navigating to your site? page 2 of 2 4

5 Content discoverability technology works differently than any other technology for getting your products found because it: understand your site like a search engine will Content discoverability technology applies language modeling to your product feed to extrapolate all of the different ways that people express intent for your products. optimizes your content to capture demand on organic search Content discoverability technology uses multiple data sources (in conjunction with your data), to adapt and continuously optimize the content you already have so that it is more findable by searchers and search engines. captures the web s big data and applies it to your content Content discoverability technology conducts web-side demand analysis, collecting data from the web universe of your customers and potential customers - not just at the behavior of people who already managed to find your site. As a result, it can identify massive content gaps and recommend and generate pages that you can launch to close the demand gap while your team creates new content relevant to both your site and consumer demand. Finally, content discoverability technology learns. It gives you a scalable way optimization, learn and retool your content for maximum relevance. 21

6 sharing your recipe: selling discoverability internally what is content discoverability technology? Uses web-wide demand analysis along with our internal data to maximize, manage, and measure your content in order to improve the findability of our site. why we need it the problem of our site s pages ever get visited from organic search change in the ROAS from other customer acquisition channels in the last year of new customers come through the organic search channel today <25 is typical before implementation for BloomReach Organic Search customers 61 of retailers say that paid search was equally or less cost effective YOY in 2012 (Forrester Research) 60 is typical among BloomReach Organic Search customers thousands products in our catalog average monthly change in our product catalog of ways that potential customers could describe each product when searching It s impossible to effectively optimize for organic search without technology. goal for revenue increase this year goal for growth in customer base this year goal for profitability increase this year Improvements to organic search offer real opportunities to meet and exceed our goals. number of organic search terms our existing we manage today large SEO teams and agencies can generally manage 1,000-2,000 terms 28

7 what content discoverability technology does analyzes data from people who haven t found us yet recognizes 1,077 color attributes understands our products every week processes 4 terabytes of data from across the web every week interprets 1 billion consumer interactions taps into 10 billion synonym pairs interprets consumer intent provides insights and acts on our content identifies issues that are preventing our pages from getting found 29

8 content discoverability technology delivers profitable revenue high contribution margins intangible returns: relevance, happiness, and brand affinity new customers Getting Found by Millions of Potential Search Terms = More Relevance = Happier Visitors Who Convert = Higher Revenue, Profitability, and Customer Growth 30

9 why bloomreach for content discoverability? BloomReach s content discoverability technology has three core features and benefits: enhance site crawlability related searches help improve the link structure and crawlability of your site by creating a web of content connections using anchor text. related searches may exist in conjunction with other recommendation solutions. Organic Search is tough these days. I have no idea what the rules are or when they will change. I have little to no insight into how organic search performs, and my only real way to compete is with my own content! (said every VP of Marketing in the last 12 months) related products related searches benefits of related searches include: expand the number of terms that a given page can rank for integrate real terms that searchers use across the web create a greater pool of terms for which you could rank flatten your sites link graph for easier crawling improve indexability related products helps brings related content on your site together with the ultimate goal of driving additional organic search improvement. related products may exist in conjunction with other recommendation solutions: benefits of related products include: provide easy navigation for users augment any thin content on your site reduce duplication by differentiating your pages expand the number of terms that a given page can rank for make your high quality content visible on more places of your site optimize new pages and coverage pages creates new category (thematic) pages that fit the look and feel of your site and native category pages and are continuously optimized for organic search. pages: suggests new pages based on web-wide user behavior enables fast and easy creation and publishing of content provides analytics into the performance of your created pages allows complete editing or retirement of pages on the fly filter relevant products 34

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