April 6, 2020
Ecommerce SEO and PPC Guide

Ecommerce SEO and PPC Guide

Hi. If you work within the SEO or PPC industry,
then you’re probably familiar with working to strict deadlines
or meeting constraining time frames. This is all the more important in
more competitive industries. This video will discuss some tips for how
to maximise your time and your efforts, specifically within the finance and
insurance sectors. I’m going to cover both SEO and PPC and a few tips for
each. Now, it’s probably obvious to state that everything you do in
SEO and PPC will have some positive effect if it’s done properly, but
I’m really just going to focus on a few things that are either specific to
or particularly good for the finance and insurance sectors. Now, starting off with SEO, the basics, I
always say don’t forget the basics. I mean this, again, kind of applies to everything
in the sense that it doesn’t matter whether it’s finance you’re
working in or any other sector, but it can’t be ignored, getting all your
on-page elements in place, everything from Metadata to your Sitemap and
so forth. Although these are really, really basic elements, they do have
a strong impact and getting them in place is usually the easiest part
of any campaign anyway. Moving on; rich snippets. This is a great
way to mark up your content on page, and I think that one of the best examples
of this if you use rich snippet markup data to pull in reviews from
an independent site. The advantage of this is that it actually changes
the way that your listing will appear within the search results, adding
a star rating next to it with the number of people that have voted on it
and so forth. This can massively improve click-through rate, and click-through
rate is a huge indicator to Google that your ad is in fact the most relevant
one. So improving click- through rate will ultimately help to improve
rankings. You can use markup data for a number of other
things as well, but I think this is just a really good example of where
it can be used, specifically within the finance industries where review-based
research is quite important to people if you’re looking to choose
an insurance company or a loan lender or a mortgage company. People
are more likely to look at what other people have said about you online. So
that makes this kind of really important as well. Brand protection. It’s very, very important
that you protect your brand name. So secure social profiles, use page
one domination, those kinds of things specifically for your brand name. Not only
does this protect your brand and the information that your brand can put out
from your competitors and from other people, but it also controls the ad
space on Google from people who are actually searching for you. They’re less
likely to find negative reviews or negative comments or upset customers.
It’s just a very, very strong way of controlling
how your brand appears online, and in a sector that’s very open to assault
from dissatisfied customers, this is a very, very important step to take
in your overall strategy. Credibility and trust. Again, this refers
more to on-page aspects, so having all of your legal disclaimers in place.
If you work in the payday loan industry, you have to advertise the interest
that you charge in a certain size of font relative to the other
size of the font on the page. Having a privacy policy if you collect personal
information, if you’re getting quotes to stipulate how you deal with
that information once you have received it. Website terms and conditions
as well as any other legal information or documentation that you can
have. Also having an address, a proper phone number, freephone number, your
VAT registration number, company number, any of this information that
you can put, either in the footer or on the specific pages on the site,
helps just build that credibility. Certainly if you’re going to
borrow money from someone online, you want to know that they’ve got an office
in the country that you live in and that they’re fully licenced and accredited
and registered in all the ways they need to be in order to not only
appear but be a proper institution. This also leads on to the checkout process.
By building the credibility and trust, you’re going to encourage people to
actually purchase from you. But once they’ve made that choice to purchase
from you, you want that checkout process to be as smooth and efficient as possible.
And this ties in a little bit with conversion rate optimisation.
I won’t touch too much on this, but ultimately the checkout process
for your website needs to meet a few criteria. So don’t take people off page
if you can avoid it. You see this very often on sites where you click a
button to get a quote and all of a sudden a new page pops up and you’re in
a HTTPS secure site that’s different to the one that you’ve built all
the credibility and trust for and done all of the work to actually get people
to it, just to take them off to go somewhere else. This can have an impact, too, if you’re actually
tracking conversions on the site. Obviously, if you take someone off-site
to a secure page, it may not be possible to track the uses of that
page, and so you may not be able to identify where people are dropping out
of your goal funnels. But also a few other things to consider are
not to have too many obstacles to conversion. So if you’ve got a page that
redirects someone that says, right, you can get a quote, but primarily
beforehand you need to fill out a form, give us your e-mail address that you
can register with the site, and then you get taken off page, you have to go
to your e-mail account, you have to find the e-mail or wait for it to
arrive, click a verification link, come back, sign in. All that kind of
activity just detracts from what people are trying to do. Now if you make this
analogous to going to a shop and you were queuing in the shop to buy an
item that you’d been looking for and someone came up to you in the queue and
said, “All right, fine, before you buy something you need to fill out all
this information about yourself. We’ll send you a letter in the post. If you
could just nip home, get that letter, and then bring it in so that we can
verify you are who you say you are,” it’s going to put people off. They’re
going to go to the shop next door. Obviously, there are certain aspects of a
checkout system which you, if you’re in the finance or insurance sector,
you can’t ignore. So you’re going to have to verify who a person is. But
having this as an additional or preliminary step can put people off. If
it’s integrated properly into the form itself or into the process, then
people will be more happy with it. That covers the SEO side of things. From PPC,
again, it’s always worth saying don’t forget the basics, but there isn’t much
that you can do on PPC that’s not going to help. But if you’re in a limited
time frame or with limited resources, certainly there are a few things
that you can do specifically within the sector that I think will make a
big difference to any campaign. So remarketing first of all. Specifically
for, say, insurance, if you sell someone a policy that runs out after a year,
using remarketing to target them after a year or leading up to the end
of the year, so maybe 11 months or 11.5 months in, you could use a remarketing
campaign to target them to remind them to renew that policy or to buy
a new policy, that kind of thing. So that can be a really, really useful
tool and can be used a little bit more cleverly than your average remarketing
that’s just going to produce an ad to follow someone around if
they don’t buy something. You can use this specifically if they do buy something. Long tail keywords. Again, I mean it’s a bit
of a basic element, but really can’t be ignored. Specifically in the finance
and insurance sectors, you’re going to find that bidding on keywords
is very expensive when you’re looking at the big money ones. There’s a lot
of big players in the game as well that have got huge budgets they can afford
to throw at it, and they can afford to take a loss on some heavier
keywords in order to get greater brand awareness or coverage and have their
ads appear in more places. If you’ve got a smaller budget or less resources,
you’re really going to have to do your keyword research and try and
identify some of these keywords. It doesn’t take long just to find,
if you sell car insurance, add a few words on the side of it in terms of
car insurance brokerage UK or looking for or want to buy, whatever, something,
the strong commercial indicators within the keyword as well so that
people that are searching for it aren’t speculatively researching or at
the very preliminary stages of research, they’re not looking for reviews,
that kind of thing. Just so that you can really target the people that are
actually looking to get insurance from you. Quality score. I mean this is a fundamental
part of PPC anyway, but it’s ever so more important in very competitive
markets where, as I say, the price of a click is going to be a lot higher
on average than local business sectors for example. Improving your quality
score is going to ultimately drive down the cost per click, which increases
the margins of profit because you’re paying less for the click.
So if you’re making 30 pounds out of a conversion that is costing you 3 pounds
per click, you could only really afford to have 10 clicks to break even.
If you can reduce that down by ten percent, your margin is increased significantly. So, in order to increase quality score, there’s
a number of different techniques that you can use. Ultimately, you’re
looking to drive click- through rate to increase the relevance that
Google perceives you have between the keyword, the ad, and the landing
page. I don’t want to get too far into how to improve quality score, other
than to say that it’s very, very important. Split testing. I’ve put it in the PPC section,
but equally this could go in the SEO section as well. Given the amount
of time, effort, the competitiveness, and the cost involved in
delivering traffic to a website, being able to convert that traffic is absolutely
pivotal, and one of the best ways of doing that is split testing.
So, classic A/B split testing, you have two pages that are similar but different
running against one another over a period of, say, 5,000 visits
per page. You determine which page is converting the best, delete the lowest
converting page, make a copy of the highest converting page, change an
aspect of it in keeping with conversion rate optimisation guidelines, and
repeat the process over and over again. So I can’t stress how important this is, and
specifically for PPC if you’re using PPC landing pages or even the ads within
PPC to split test and improve CTR, which feeds back into quality
score and also for SEO. A/B split testing of landing pages, there, different
designs, different quote buttons, different types of forms, different
numbers of fields in the form, that kind of thing can all have a very strong
impact. And just to reiterate the importance of doing this. If you’re getting
10,000 visitors to your site a month, and you convert 100 of those
visitors, in order to double the conversions through traffic, you’d have to
get another 10,000 visitors to the site a month, whereas to increase the
conversions through split testing or other processes, you’re looking at really
just increasing the conversion rate from 1 to 2 percent. So you’re actually
dealing with what you’ve already got, and it’s another way of just
pushing the profitability of the business or the website without actually having
to deliver more traffic to it, which, if you’re using a PPC campaign
in the short term, could be quite expensive anyway. So, in summary, these are the aspects that
I think you should look at if you’ve got time constraints with deadlines
to meet or limited resources when working specifically within the finance
or insurance sectors. My name’s Alec Sharratt. If you’d like to read
more, there’s a transcript of the video below, or you can visit our website
at www.Koozai.com, follow us on Twitter, or you can like us on Facebook.
Thanks for listening, good-bye.

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