As it relates to the customer’s purchase journey, we can’t stress the importance of SEO enough. After all, everything – from an online order to a showroom visit - starts with search.
That means that your customers (and prospects) routinely enter their requests in Google – to search for products, compare retailers, read reviews and find local stores. So, if you want to be a contender in the quest for customers who click . . . make sure your search game is strong.
By now, you probably have a strong grasp on the keywords that are relevant to your niche market. But, keywords can only get you so far when search algorithms are constantly changing. That’s why your best strategy is to ensure your site is populated with accurate and complete product data that duplicates your targeted keywords.
Product data includes all the information and details used to describe the products you sell - like that plush, juicy, grape colored arm chair that’s not really grape, but Pantone’s Ultra Violet, that your shoppers will also call . . . purple. See the dilemma?
When your product data accurately reflects a prospect’s possible search, your Google return will be high and your business earns clicks. When your product data excludes a set of searchable criteria – whether color, size, fabric or shape, your return is lower and, well, we all know what happens on Page 2. Absolutely nothing.
The moral of the story? Whether you use an automated product data enhancer and distributor, or you complete the work yourself, it’s imperative to maintain strong product descriptions to ensure that your offerings get caught in the web.
As technology evolves, so do search queries. Google reports that 1 of every 5 searches come from voice search. What this means for your business is a new structure for search terms.
Rather than search “purple sofa,” your prospect now asks Siri or Alexa, “What are the top sofa trends for 2019?”
This takes us to the coveted “Featured Snippets” field that took over the Number One spot a few years ago. Rather than deliver a business location or website, Google’s response to the query comes in the form of an answer imbedded in a text box. Your goal? To be the answer.
When creating website content, consider possible queries and answer the question. Whether in blog form or throughout the pages of your website, it’s a way to push past the competition and capture the top spot on search returns. Feel like Yoda yet?
Google My Business Listing
Of course, in addition to earning clicks, you also want to drive showroom visits. After all, if your strength is person-to-person sales you’d be remiss to not encourage prospects to stop by.
Ensure that your business listing is accurate and up-to-date. But, don’t just include information – add pictures, too. Sadly, we humans are fickle creatures and want to see that you have a gorgeous showroom to help us justify getting in the car and going out where it’s all people-y.
Additionally, make sure your Location page on your website includes a map and turn-by-turn directions from popular thoroughfares. These tidbits help secure your showroom’s return in the “near me” search.
Potential customers seek – what will they find?
With a few easy tweaks to your online offerings, you’ll place higher in return rankings for additional business. After all, as a retailer, you have a responsibility to your would-be shoppers to make it as easy as possible to buy from you. And that starts with a flashing cursor.
To learn more about online consumer behavior, check out Get the Click and Cater to Time-Crunched Customers.