Micro moments and app use are changing the way shoppers engage with products and as such how retailers are managing SEO campaigns. Here are seven tips to ensure your mobile SEO campaign is generating sales.
1) Manage Campaigns by Product Type
Retailers with more than one product type will benefit from targeting separate campaigns at each product type, with an overall campaign aimed at buyer markets and broader terms.
Campaign structure for a fashion outlet could be:
Essentially the campaign should target at different levels:
- Blue – very top level, branding and PR
- Red – Short tail terms aimed at full markets
- Green – Targeted campaigns based on business goals and projections
Structuring and splitting campaigns this way also allows for dedication on each campaign time wise, allowing a retailer to effectively target for seasonality on one side, and long term ‘evergreen’ products on the other.
2) App Management and Deep Linking
Retail apps are growing in popularity amongst independent retailers and there is a checklist of SEO work which needs to be carried out in order to see app pages rank within mobile search results.
Deep linking within a website is a complex process, but will boost search presence if completed correctly.
Beyond this, app store optimisation should also take place to ensure the app is visible before installation as well, allowing for a competitive standing in relevant app searches.
- Using a mix of text and icon links on the website (as opposed to just the Apple app store logo for example)
- Making the app reachable from the homepage of the website
- Having keywords in the app title and app description.
3) Campaigns Targeted to Timescales
Seasonality needs to be targeted appropriately from an SEO perspective. Targeting Christmas in November is too late, and Christmas SEO campaigns need to be fully formed, planned and executed by the end of the summer with a strong content marketing plan following to push for top rankings in key terms.
Always allow a tier lead in time for any seasonal campaign that includes a planning period and time for any onsite development work.
4) Choosing the Right Checkout
Getting users on a mobile site and app is just the first stage of a sale, as a user also needs confidence in buying.
Having the right checkout for an app/mobile site – with PayPal integration and HTTPS Secure checkouts – can aid in a user feeling trust and completing a transaction. If a website has a high cart abandonment rate then the root of the problem could be in the checkout phase.
5) Audit Different Search Trends
The need for SEO specialists and website managers to become part-psychologist and understand the intent behind user searches is growing.
Long term audits of peak search times, search terms and device use are all insights to how a user engages with a website or app – but they don’t often tell us why.
For example, mobile use between 4:30PM and 6:30PM points to commuters browsing a mobile site or app, but on a crowded train or tube, a website manager should be asking whether these users are likely to convert and if not, what will make them come back and convert at a later date.
6) Stay Ahead of Updates
In April 2015 Google released its Mobile Update, which saw a new algorithm launched purely to rank mobile traffic. In the coming months and years this mobile algorithm is going to develop. Successful SEO comes not only in understanding the current climate, but also any potential ‘rule changes’ launched by search engines.
7) Stay Simple and Unify Everything
With so many options for apps, evolving user journeys and an increasing competitiveness in the ecommerce market it can feel like mobile SEO is yet another technical hurdle to be jumped.
Successful SEO campaigns, whether on mobile or not, should come in the form of business objectives and current business targets.
A successful mobile SEO campaign will slot into the SEO work carried out by an ecommerce SEO agency or specialist and a brand’s marketing manager. Ecommerce SEO campaigns in 2016 will need to utilise the developing technology and the impact this has on user behaviour.