Upload
lornacaputo
View
259
Download
1
Embed Size (px)
Citation preview
Generating Visibility on Search Engines:Outdoor Industry Examples
OPTIMIZING YOUR WEBSITE
2
3
Utilize keywords
Opportunity: Use keywords that outdoor enthusiasts use to find products online.
Website should be organized into relevant categories for the consumer and search engine sites to search your website for relevant content.
4
Relevant product titles and descriptions
Opportunity: Use category words in product titles and descriptions that outdoor enthusiasts would use to find products online.
Advice: If some keywords are being used by too many competitors, go with long phrases (between 2 to 5 words) to make it easier for you to rank at the top.
5
Location, phone, map & directions
Opportunity: 4 out of 5 consumers conduct searches to find local stores and directions. (Google 2014 study) Google gives preferential treatment to businesses with a physical location within a specific geographic area. If your business is physically near to the searcher, you have a strong chance in being featured first on the search engine results.
6
Product inventory status
Opportunity: Consumers are most likely to search for product availability and so communicating “in stock” or number of items available has shown to increase sales.
7
How-to articles, photos and videos
Opportunity: With consumers looking to become more educated around outdoor apparel and gear, feature educational articles in addition to product information to gain more visibility on search engine sites.
8
Customer reviews
Opportunity: User‐generated content can effectively distinguish your web listing from your competitors. Endorsements or positive reviews from customers will not only increase your visibility but convert sales as well.
Advice: Use Schema.org to add stars to your individual product pages.
9
Social sharing buttons
Opportunity: Allowing customers to “Like, Tweet or share” your home page and product pages on Website. The more times content on a website is “Liked” or shared impacts its ranking factor on keywords in a Google search.
UTILIZING THIRD PARTY WEBSITES & SOCIAL MEDIA
10
11
Press releases
Opportunity: Submitting apress release to a number of publications and associations effectively creates mentions of your company and link to your website across the Internet, drawing more traffic to your website.
When sites like Google and Yahoo! see that you have more links to your website, they’re more inclined to post your website higher in their search engine results.
12
Third party local directory sites
Opportunity: Create listings on eLocal, City Search, Yelp, Yellow Pages and Google+ Local.
13
Content on social media sites
Opportunity: Encourage inspirational bloggers to write about their product experiences with links to your product pages. This not only puts your site higher on the search engine results, but is another page that drives traffic to your site.