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Harry Dance, digital marketing director of Kayo Digital, shares his tips for revamping your e-commerce arm
Keyword research and finding profitable search terms has long been considered a vital aspect of search engine optimisation (SEO), and it will help you grow over Christmas. Understanding what people are searching for will help you supply and optimise your site focusing on user demand. How do you do this? There are several ways to find what people are searching for and the easiest to do are:
• Ask your customers and prospects what they’re looking for and what you don’t provide.
• Google the product, scroll to the bottom and review the ‘related searches’ area to see if you find any inspiration for other terms you should be optimising for.
• Use tools you have access to in gathering your data (e.g. Google Trends, Google Analytics).
• Do your own competitor analysis and website audit or get a businesses like Kayo Digital to provide complimentary SEO audits.
Another quick win is to create a Merchant Center account on Google Shopping and start showing product listings to users across Google. The Google Merchant Center helps you get discovered and the good news is you can list your products for free or advertise them on Google. Google Shopping is forgotten about a lot, and wrongly so – especially as you can now offer to promote your products free through the Google tool.
Retailers’ time is precious, so we asked Mark Smith, social media strategist and content producer at Double Up Social, which three aspects of e-commerce those who have a tight schedule should focus on
1. Run social media ads. Set up a simple Brand Awareness or Video Views ad using the Facebook Ads Manager and get your brand in front of people who don’t already follow you – and be responsive to those who interact with the ad.
2. Focus on creating engaging stories and Instagram Reels. On Instagram, Reels currently have the most generous organic reach, meaning there’s a higher chance one of your reels may go viral. If your audience is on TikTok, utilise this channel too for some quick brand awareness if done right.
3. Play on the idea of gifting by running Christmas giveaways and ‘gifting’ your products to influencers and PR to showcase ahead of the festive season.