Experts in search engine marketing strategies offered tips at the Shop.org Annual Summit this week on things that online retailers can do to increase revenue in the near term. Here’s a sampling of their advice.
By purchasing a negative keyword, a marketer instructs a search engine to not display a paid search ad when a shopper searches on a keyword phrase that includes the negative keyword. The goal is to eliminate unwanted clicks on ads by shoppers unlikely to click through to make a purchase.
For example, using a common negative keyword like “free” will prevent many shoppers just looking for free versions of a retailer’s advertised products. This “decreases irrelevant clicks and impressions which cost money but won’t lead to conversions,” Jurina said.
Klais also suggested that retailers use branded, short URLs to identify web pages, and to organize page titles in the sequence of category/product/brand to boost keyword traffic.
But, despite the valuable online space store locators offer for running promotions and other content to engage shoppers, only two of those 16 retailers have any meaningful call-to-action graphical image in their store locator sections, he added. “Don’t waste this opportunity,” he said.
Watlington suggests optimizing home pages for search engines by taking steps such as inserting keyword-rich content at the top of the page, including runners like “Back to School Bargains” and “Featured Homecoming and Prom Dresses.”