Almost every time I teach a Grow with Google marketing class, I get asked, “So, what’s the secret to SEO?” Trust me, if I knew that, I would never need to work again. But I do know this: Instead of trying to find a quick fix for Google’s search algorithm, you need to understand that it is, and always will be, part science and part enigma.
The complex algorithm works constantly to sift and sort though billions of websites, ranking them based on topic, relevance, prominence and performance.
So how can you, a small business owner, effectively engage with your customers online without angering the almighty algorithmic gods?
We all use it every day. But does anyone actually know how Google works? As a search engine, Google functions like all the others, finding and indexing websites all over the internet in a database so they can be found through search later. The part that remains a mystery is how those sites are served up to you when you type a query into the search bar.
How do they choose what to show you? While no one outside of Google really has a concrete answer, that doesn’t mean you can’t structure your website or online store to play nice with Google’s search algorithm.
How does Google search work?
Close your eyes for a second and think of the largest library you’ve ever visited. Just imagine those thousands upon thousands of books. As you walk 10 minutes in any direction, you can’t seem to find the end of an aisle. You are literally lost in a maze of endless books.
Now take that same overwhelming feeling, except now the library is 100 million times larger. You’d have to walk for years to get to the end of any aisle, so you simply sit down and start thumbing through the books right in front of you. That’s kind of like the internet.
The web is made up of billions upon billions of websites with billions more web pages. When you search, you are not scanning the entire web; actually, you’re searching Google’s index of the web.
Think of Google’s index like the back of an old textbook you would use in high school or college except that it’s more than a trillion pages thick.
Once you build a website and make it visible to search engines, Google’s web crawler (aka Googlebot) kicks into gear. Crawlers are also known as bots, robots or spiders, and they’re software programs that focus on finding, reading and indexing new content.
Crawlers literally crawl through the internet looking for new websites, pages, blog posts, images and other content to index. The majority of websites on Google Search are not manually submitted but are added by the web crawlers themselves!
Once websites are found by crawlers, they are stored in lists to be indexed. Indexing is when Google visits the page to learn about its contents so it can be categorized accordingly. Google will analyze all text, images, video and accompanying files to understand what the page is about. The page is then indexed in the Google Index database.
Now when someone types something into the Google search bar (also known as a search query), Google looks into its vast index to serve up the most relevant response possible in a matter of milliseconds, taking into account a user’s location, language and device.
What is Google’s search algorithm?
So we know how the search engine itself works, but how does Google decide what it picks when you type in a search query? Well, from personal experience, that one is harder to answer. No one really knows for sure since it is proprietary, but many have made some educated guesses that resulted in small wins for their websites.
Google’s algorithms are complex systems used to find content stored on indexes and deliver it when called upon during searches. The algorithms (yes, plural) use a number of ranking factors (more than 200) to determine the best and most valid websites to deliver on the search engine results pages (also known as SERP).
On Google’s own web page detailing its algorithms, it lays out the very basics of the key factors of what helps determine which results are returned for each query, including the inferred meaning of the query itself, relevance of content on the web pages, quality of content, usability of web pages and context and settings.
There are SEO experts who have made careers out of trying to figure out the minutia of Google’s algorithms.
They have found that things like mobile usability, HTTPS, mobile speed, high-quality content, excellent user experience and on-page optimization all have high ranking factors. (Don’t worry, I’ll explain this in a minute.)
How does Google’s algorithm affect my ecommerce site?
Google cares a lot about user experience when determining how a website will rank. Ecommerce sites are unique in that user experience matters even more than your average, run-of-the-mill website because people are pulling out their credit cards and buying right there on the site, thus ranking becomes more important and more fickle.
With Google’s latest Core Web Vitals Update to the search algorithm, it highlighted seven factors within page experience that Google will focus on to determine the rank of your ecommerce website when it comes to search results. So without further ado, here are the seven focus areas for you to improve page experience, engage your customer and help your site do better on Google Search.
Google focus 1: HTTPS
SSL certificates have been around for a very long time, and they used to be a nice-to-have for websites.
That all changed in the past few years when Google started giving a ranking boost to sites that are secured by SSL.
You’ll always know a secure site because it starts with HTTPS:// instead of HTTP: (the “S” stands for “secure.”) Securing your site with HTTPS ensures that your data and the data provided by your customers — whether in contact or payment forms — is encrypted and secure. You can learn how to secure your website on Google’s Search Central.
Editor’s note: Need an SSL certificate? Check out GoDaddy’s SSL Certificate packages.
Google focus 2: Largest contentful paint
Don’t be taken by this fancy term. Simply put, largest contentful paint measures the perceived load speed of the largest image or text block on a page. This metric marks the point in the page load timeline when the main content has likely loaded. This metric is scored in seconds with a great score being under 2.5 seconds and a poor score being anything over 4 seconds.
Why? Because prospective buyers, especially on mobile devices, are not willing to wait.
If you start your page out with an enormous image that takes 5 seconds to load, your site will be poorly ranked because it makes your website visitor wait for 5 seconds. By making a change to a smaller image or just simply resizing the one you are using, you can cut download time and create a more expedited user experience.
Want a helpful tool to measure your site load speed? Check out this video:
Google focus 3: Mobile-friendly
The internet is quickly becoming mobile-first and Google is no different. Mobile-friendly websites are ranking better on Google Search.
How mobile-friendly is your ecommerce site?
Mobile-friendly sites are not only great for search ranking, but they are essential for user experience with nearly 55% of your customers coming to you from a mobile device.
This can be remedied by utilizing a mobile-friendly design template when building out your ecommerce site or simply testing out any new changes on a smartphone before hitting publish. If you ever have to swipe left or pinch and zoom, then your site is not providing a mobile-friendly experience, and that can hurt your chances of showing up in Google search results.
Run your website through Google’s Mobile-Friendly Test to see how it performs and gather any suggestions to improve the mobile experience for your visitors.
Google focus 4: First input delay
Have you ever clicked on a button, and nothing happened? Then you clicked again, waited patiently, but still nothing? That’s when you probably started pecking away with hopes that the button would finally bring you somewhere after a little brute force.
First input delay (FID) measures load responsiveness — also known as how long it takes something to happen when someone clicks a link or a button. A good score for this metric is under 100 milliseconds and a poor score is anything over 300 milliseconds.
To improve your site’s FID, you can run a performance audit with Google’s Page Speed Insights report, which will test a specific page and provide you with suggestions to reduce that time.
Google focus 5: Cumulative layout shift
Raise your hand if you went to click on something, then the page moved, and you totally chose the wrong link or button. Yep, we all have! It’s annoying, and Google knows it.
That’s why Google added the cumulative layout shift, which measures the visual stability of a page, to the core update. Sometimes as you scroll down a website, you may notice the layout moves with you. This is called layout shift.
The goal when building a page is to minimize any layout movement as much as possible for user experience and accessibility.
Take a look at your own site, and if you notice big shifts in text or buttons where someone could mistakenly click the wrong thing, try to get those resolved right away.
Google focus 6: Safe browsing
For years, Google has emphasized the importance of safe browsing to protect its users. This page experience update shines a light on potentially problematic elements of your website such as malware, deceptive pages, harmful downloads and uncommon downloads.
If your site is playing by the rules, then you won’t have a problem. Just to make sure you’re in compliance, I’d highly recommend adding Google Search Console to your website because it will notify you right away of any issues.
Google focus 7: Interstitials
What the heck is an interstitial? Sounds like a medical term or something a dentist uses, doesn’t it? It’s actually a web page that is displayed before or after an expected content page. You probably refer to them as those “annoying pop-ups!” Well, Google shares your pain, and it wants to make sure that users on your website can find the content they’re looking for without becoming frustrated or confused.
In Google’s eyes, an interstitial provides a poorer experience for users, which can be especially problematic on mobile devices since the screens are much smaller.
According to Google, here are some examples of techniques that make content less accessible to a user:
- Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results or while they are looking through the page.
- Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
- Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
In essence, while pop-ups may help to grow your list or direct traffic to a specific product or page, they’re simply annoying to users, and Google would rather see them go the way of the dinosaurs.
How can you satisfy all of these requirements?
Fear not, I’ve provided you with several resources and links above to help you see if your site plays nice with Google’s search algorithm. There’s one more tool from Google you can use to see a summary of the user experience for visitors to your website, but you will need to have Google Search Console installed for your website.
Think of Search Console like a tune-up for your website. It’s always monitoring the website’s performance, notifying you of any issues and monitoring the overall user experience to make sure you’re playing nice with Google. Once you have Search Console installed, you can use the Page Experience Report.
Putting it all together
While Google’s almighty search algorithm might be shrouded in mystery, one thing we know for sure is that prioritizing user experience will help get your website ranked and help you better engage your customers on the page.
Spending more time working on the responsiveness of your ecommerce site by paying attention to the layout and load speed can only help you rank higher and convert more visitors to paying customers.
15 Tips and Tricks For A Successful Business
Doing business is not a cakewalk. You need to understand, learn, and manage several things before you actually do it. It is a task that requires continuous efforts. Therefore, it might take days, months, or even years to become successful.
It does not matter how small or big your business plan is. What is more important is how determined and dedicated you are to make it work. As a businessman or a businesswoman, you need to be spontaneous, informed, smart, analytical, and before that a good leader.
Thereafter, you need to keep an eye on your business infrastructure including the building, factory, machines, control valves, security, etc.
Making a business successful and keep it running is not a one-day affair. That is why you must take every step carefully.
Want to make your business successful? But you don’t know how to do it? Don’t worry and follow these 15 tips and tricks to make your business successful-
1. Time And Effort Is Everything
Your business idea is your brainchild. Just like you take time to understand your child’s needs and make efforts to give them the best upbringing. You need to treat your business in the same manner in order to make it successful.
2. Focus Is Your Key To Success
For anything you want to do and make it reach great heights, you need to be focused. Getting distracted by other things can cost you a lot in your business. You need to focus on your goals and work hard every day to achieve them.
3. Have A Fool-Proof Business Plan
The first step towards a successful business is a business plan. Before anything else, prepare a fool-proof plan. This means that it must have all the pros and cons involved in your business.
Nothing works without a plan. So, for instance, if you are trying to set up a business for valves and plumping supplies, you need to consider the best and the most trusted manufacturers like DomBor for your supply needs.
4. Be Prepared to Take Calculated Risks
A great business owner is one, who is not afraid of taking risks. To make your business successful and to make it sustainable in the longer run, you must be ready to take some calculated risks. You must know how your decision will affect your business and how much loss you will incur. Only after analyzing everything make your final decision.
5. Know The A to Z Of The Industry
If you are an amateur in the business industry, then first you must start with the basics. For that learn about every minute detail about how your industry works. You must be aware of the latest trends in your industry. Also, what works and whatnot, and how to enter the industry initially.
6. Connect And Communicate
Another trick for making your business successful is to connect and communicate with people from the industry. Get to know about the industry leaders and upcoming talent personally or through social media. Exchange your ideas with them and try to expand and publicize your business.
7. Keep A Check On Your Growth
Being a business owner you must keep a sharp eye on the growth of your business. Analyze the data, read it thoroughly, see where you are lacking, and what you can do to improve it.
8. Failures Are A Part Of The Process
If you ever face failures in your business, then don’t get disheartened. Because failures play an important part in the process of your success. Out of all the other things, they tell you about what not to do in a business.
9. Learn From Your Competitors
Your biggest learnings will come from your competitors. No one can teach you business better than them. Learn from them whenever and however you can. Use your creativity and intelligence and do what seems best for the success of your business.
10. Be Flexible In Your Approach
Never become too rigid with your approach to doing business. Be flexible with it and be open to changes. Sometimes what you feel is right may not be the best for your business. In that scenario, changing your approach might help.
11. Ensure Your Best Services
Always ensure the best services to your customers. Whether you are a small-scale business or a large-scale one, never compromise with the quality of your services. This builds your customer’s trust in you and ensures a long-term association.
12. Market Your Business
It is important to prepare a market strategy for your business to make it successful. It helps you to introduce your business to a large number of people at the same time.
13. Take Feedback To Know Your Customers Better
To make a business successful customer satisfaction is of utmost importance. You cannot meet all your customers in person. Thus, taking feedback from them online or offline is helpful to know your areas of improvement.
14. Stick to your Core Values
Early success is a myth. It lasts for a short period of time and there is no guarantee that it will sustain itself. That is why instead of using shortcuts, stick to your core values and take your business to great heights.
15. Research And Repeat
Last and the most important tip is to keep researching about the new prospects in your business area. It is crucial to make your business successful.
Every business owner wants their business to reach great heights. But only a few of them know how to actually do it. Running a business is not an easy task. It requires years of hard work and continuous efforts. Also, you need to learn and unlearn facts.
Therefore, to make your business successful and to make it sustain that success, you need to be well informed. Also, you must be aware of the current business scenario of your respective sector. Just follow these steps and see your business become successful.
How to use Google Analytics Enhanced Ecommerce features to gain more customers
As a business owner, you may be wondering how customers are engaging with your ecommerce website. Are they enjoying the products you have to offer or is there more you could be doing to help boost online sales? With Enhanced Ecommerce Reports in Google Analytics (GA), you have the ability to analyze sales reports and monitor consumer behavior for different products you sell online. Utilizing these reports strategically will allow you to build and improve your business over time.
The best way to utilize Enhanced Ecommerce Reports will depend on:
- What questions you want answered
- The reports you want to use to research data
- What you want to do with the info you collect
- The goals you want to set and how to optimize and reach them
Additionally, Enhanced Ecommerce Reports help you drill down into purchase and transaction data for your business.
Examples of things you can research include:
- Product and transaction data
- Average order value
- Ecommerce conversion rate
- Time to purchase and more
Below, we’ll discuss how your business can benefit from this information. Plus, run through a breakdown of the different features you can use to forecast goals and gain more customers.
What businesses benefit from Enhanced Ecommerce features?
There are two types of Ecommerce Reports that GA supports: Standard and Enhanced. The Standard version is the original tracking report and is helpful if you only need data that occurs after purchases are made (aka the end of the sales funnel). Many startups and smaller businesses begin with this option first, then move up to Enhanced Ecommerce later on.
Businesses that want to track the entire customer journey, from beginning to end, should look no further than Enhanced Ecommerce Reports.
These reports do everything that Standard Ecommerce Reports do, but with a much wider scope of information.
You can drill down into specific questions like:
- How many people are viewing your product details page?
- What stage of the journey are people abandoning their carts?
- Are your coupons and promotions generating a healthy amount of revenue?
Typically, larger and more advanced ecommerce businesses benefit more from these reports since they have a wider range of products.
It allows them to see where they can optimize their product listings, marketing investments, checkout process and more.
It’s important to note that enabling Enhanced Ecommerce features requires resources and planning to get started. It’s the main reason why businesses with a limited budget often opt for the Standard version first.
You can learn more about Standard Ecommerce Reports here to see if it’s right for you.
How to enable Enhanced Ecommerce reporting
Additionally, only select third-party ecommerce platforms (WooCommerce included) can integrate with the Enhanced Ecommerce Plugin.
But if you have the technical chops to DIY it yourself, you can reference this handy guide from Neil Patel to get started.
Once all the coding and page tracking is in place, you can then turn on the Enhanced Ecommerce view within GA by going to Admin > Ecommerce Settings (in the “View” column). Google also has a detailed step-by-step guide you can reference to easily accomplish this.
If you’re just beginning, you can also experiment with a demo GA account to get a feel for how it works. Note that you’ll need to be using the Universal Analytics version of GA to follow along. But it’s good practice to browse through the different features to see if it’s the right move for your business.
A quick breakdown of the Enhanced Ecommerce Reports
Now that we know the pros and cons of this plugin, let’s dive into the specific reports it has to offer. You can navigate to the Enhanced Ecommerce Reports by clicking the “Conversions” tab in the GA menu on the left and then scrolling down to “Ecommerce.”
In the “Overview” section, you’ll start out with a dashboard that shows the following information:
- Revenue & conversion rates
- Marketing (campaigns, promotions, coupons, affiliation)
- Product performance (top sellers/low sellers)
You can think of this page as a type of business health report, along with additional data on how your users are interacting with your page.
Shopping Behavior Report
The Shopping Behavior Report is where you’ll go when you want to see how your customers are moving along the sales funnel. It’ll provide details on how your new and returning visitors are interacting with your site, based on sessions coming from:
- Product views: High product views with low checkout rates could indicate you need to better optimize your product listings. Work with your content team to see how you can make your listings better with added tutorials, videos or reviews.
- Add to cart: A high add-to-cart rate with a low checkout rate could signify an issue with your pricing. Work with your marketing department to draft up better promos and check out competitor pricing to see if you need to make some adjustments.
- Checkout: If your checkout rate is low, you may need to optimize the checkout process better. Work with your web developer to make the process easier and more convenient for customers to use.
These three indicators will help you get a better sense of where your users are getting stuck in the customer journey. Use the data you collect here to set goals for your team and overall business.
Checkout Behavior Report
The Checkout Behavior Report is similar to the Shopping Behavior Report, except that it concentrates more on the different stages of your checkout process. You can use this data to see what stage of the checkout process your users are abandoning their carts.
Most ecommerce businesses have multiple steps for customers to fill out before their transaction is complete. But it’s possible your audience may prefer a single-page method, too. You can work with your developer to configure customized labeling for each of your checkout steps under Admin > View > Ecommerce Settings.
Possible points of interest to keep an eye on include:
- URL issues: Unwarranted redirects or page links that look untrustworthy can dissuade a customer from following through on a transaction. Ensure that all your links are working properly and optimize your checkout pages so that customers know your site is safe to use. GoDaddy Payments offers streamlined verification and advanced encryption to protect you and your customer’s personal data.
- Payment pages: If you’re noticing a high abandon rate within your payments page, it could mean it’s time to analyze how efficient it is. Opt for features that make the process more convenient with things like one-click pay or seek out mobile-friendly solutions that make the process run smoother on different devices.
- Specific customer preferences: The way your audience interacts with your checkout process could be different from how they interact with other ecommerce sites. The best way to tell what works best for your audience is to conduct A/B testing. This could help determine whether your customers prefer things like single or multi-page checkouts.
When in doubt, consult with your web developer and UI/UX team to see how you can better optimize your checkout process using the data collected from this report.
Product Performance Report
The Product Performance report is a great way to see how well your products are doing when it comes to sales and customer interaction. You’ll notice the report is separated by Sales Performance and Shopping Behavior metrics.
Metrics under this category will give you a sales breakdown by product, SKU, category or brand. You can find and toggle these different views in the Primary Dimension bar under the graph at the top.
Each view will give you information using the metrics below:
- Product revenue
- Unique purchases
- Average price
- Average quantity
- Product refund amount
If you want to dive a little further, you can add a Secondary Dimension using the dropdown menu under the Primary Dimension bar.
This will serve as a type of filter that shows you other insights like:
- What landing pages are bringing in the most product sales?
- Which devices (mobile vs. desktop) are customers using most to buy certain products?
- How effective are your campaigns with promoting products?
Use this information to help you prioritize the areas that can increase your conversion rate most.
This category of metrics will show you the number of customers that are adding products to their carts compared to the number of people finishing their purchase.
These two metrics are categorized by:
- Cart-to-detail rate
- Buy-to-detail rate
The average percentage at the top of each column is a good indicator to use as a reference when looking at the numbers for each product. GA will automatically show you a list with the best performers at the top. But if you want to view products with lower than average numbers, you can add a filter by clicking the Advanced button near the top of the metric columns.
For more information on filters, check out this GA tutorial that breaks it down even further.
Sales Performance Report
The Sales Performance Report is what you’ll use when you want to track your sales over a specific time period. You can customize the date range you want to look into by clicking the dropdown menu in the upper right corner. Below the dropdown menu, you’ll have options to view the visual graph based on day, week or month.
This information will help you get a sense of sales based on two dimensions:
- Transaction ID: This represents the purchase information from a specific transaction. It’s typically linked to your ecommerce shopping platform and works in tandem with your CMS.
- Date: Sorting this report by date will automatically show you the dates with the highest sales.
Clicking either the Purchase ID or Date number will show you the revenue and quantity metrics of products sold within that transaction or date.
When you’re in the main summary page, you’ll view other metrics like:
- Refund Amount
You can use this report to pinpoint high transaction dates or dates with high peaks of sales in certain products (like seasonal items). This will allow you to concentrate your marketing efforts (think coupons and promotions) towards those specific areas.
However, you can also use this report to help you target the lower trending sales by switching up your product offerings or branching out to new markets (going global can help).
Product List Performance Report
The Product List Performance report helps you view data for specific groups or categories you have listed for products on your ecommerce website. This snapshot allows you to view which products are performing well and which ones could benefit from additional optimization.
Like the Checkout Behaviour report, you can work with your web developer to customize your groupings the way you see fit.
Here are three different ways most ecommerce businesses tend to group their products:
- Categories: Brands can separate a wide range of products into categories that are typically found within a navigation menu. For example, a fashion brand might categorize its products by handbags, dresses, and shoes.
- Search results: You can create a list that categorizes all the products that show up whenever someone types specific keywords into a query.
- Related products: This list can be made to represent add-ons or suggested items under a product details page.
Once you have your lists configured the way you want them, you can then compare your top performers against your low performers using specific filters in the advanced settings.
Why it all matters
Setting up the Enhanced Ecommerce plugin takes a bit of time and money, but it’s well worth the investment in the long run.
The reports found within Enhanced Ecommerce will give you a wide scope of information that tracks the entire customer journey.
Remember, anything that makes the customer experience more convenient and user-friendly will help boost your overall sales and conversion rates.
Do your research, analyze the results, and work with your team to tackle goals that can help grow your ecommerce business successfully.
The post How to use Google Analytics Enhanced Ecommerce features to gain more customers appeared first on GoDaddy Blog.
Tips from Google to make the most of the 2021 holiday shopping season
Before looking ahead to this holiday shopping season, let’s take a quick look back at 2020, and what a year it was. Amid all the challenges came new opportunities and unprecedented growth for ecommerce. Emerging data offers insights into shifting consumer behavior and its positive impact on ecommerce.
The pandemic definitely triggered a shift to more online shopping. In fact, online sales in early spring of last year exceeded sales during the 2019 holiday season by 7%. Additional research shows ecommerce growth on hyperdrive, with 10 years of growth happening in just three months.
There’s more good news for online retailers: 39% of consumers say they’re buying more online now than they were a year ago. And 81% of consumers in surveyed countries across the globe say they’ve discovered new brands online during during COVID-19.
It’s clear that 2021 will continue to be a year of peak demand, making it a critical time to connect with your shoppers. That’s why it’s more important than ever for your business to be discoverable online this holiday season with help from GoDaddy and Google.
Get ready to reach more shoppers online
People shop across Google more than one billion times each day, searching for products just like yours. Don’t miss the opportunity to connect with customers when and where they’re looking to make their holiday purchases.
With GoDaddy’s new Google channel, you can easily add your products to Google for free and promote them with a Smart Shopping campaign to drive traffic to your GoDaddy online store.
3 ways Google can help you prep for peak moments
Use these three free Google tools to gain greater insights into the current consumer mindset as shoppers gear up for the 2021 holiday season.
1. Explore what the world is searching for with Google Trends
Google Trends lets you see in almost real-time what people are — or aren’t — looking for across Google Search, YouTube, Google Shopping, and Google Images. You can pinpoint where there’s growing interest in products and search terms to guide you in selecting which products to promote. Take new information about what your target market is searching for and incorporate these topics into your SEO and content marketing strategy.
2. Discover what shoppers are looking for
Most shoppers today are doing more research before purchasing.
Shopping Insights gives you information on what people are searching for on Google, related to products and brands.
It’s a guide filled with articles, data, and insights that can help you navigate three critical steps in today’s shopping journey: inspiration, research, and purchase.
3. Evaluate your retail website with Grow My Store
As people spend more time online, they have higher expectations from ecommerce websites and apps. With Grow My Store, you can analyze the customer experience on your site and pick up practical tips for how to improve. You can also see how your site stacks up against retailers in the same industry and find insights on market and consumer trends to help reach new customers.
With this holiday season ramping up, make sure to position your online business in the right spot with help from GoDaddy and Google.
The post Tips from Google to make the most of the 2021 holiday shopping season appeared first on GoDaddy Blog.
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