When companies turn a blind-eye to their customers and worry more about their web traffic-flow and their rankings on sites like Google, retailers miss the reason their website exists in the first place – for customers to locate products quickly. Anyone that has worked in a retail store even for a little bit understands how retail websites increase in-store retail traffic.
There are three kinds of consumers: window shoppers who rarely buy, the online researcher turned in-store shopper, and the in-store researcher turned online shopper.
Sometimes people will consult a website for a specific product and after finding the right product hit the physical store to make a purchase or, on the flip side, people will shop a physical retailer to check out various products to return home where shopping is a lot easier.
Unfortunately, companies are turning to enterprise seo thinking it will help customers find the products they want better. While SEO services will help retailers increase traffic flow and visibility on various websites, it will not change how a customer is able to navigate various pages within the retailer’s website itself.
Structured markup, rather than the reliance on enterprise seo for big name retailers, will “enhance SERP displays of products, reviews, people, events, businesses, organizations, recipes, local search, videos, and images” without retailers having to cut technological corners by relying on black hat SEO to gain high rankings.
In order for retailers to be successful using both non-traditional SEO marketing techniques, they have to produce a mix of both static and dynamic web pages employing a rich sense of images and descriptions throughout their entire website.
With the use of semantic SEO technology and structured markup, retailers can visually merchandise various pages within their website more effectively, so that customers can find products more easily, purchasing from the retailer more frequently and possibly returning to the physical store more often. By simply making it easier for customers to find products, without the use of SEO services, a retailer’s website will produce more traffic and their website will surely become more visible.
Guest tip by Kevin Kaiser
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