SEO on trends
7 best optimization actions for a product with 1 million searches
SEO is an increasingly competitive competition: every online store (and not just such sites) wants to have good visibility into organic Google results with its product or category pages.
Usually, the SEO strategy for an online store takes into account the following aspects (in different weights, depending on the beneficiary’s vision):
- ✅ business objectives of the company;
- ✅ the product categories for which the company has a competitive commercial offer;
- ✅ market seasonality (variation of search volumes throughout the year);
- ✅ the SEO opportunity (those areas where the site is “almost good” and needs a little effort to get to the front page).
SEO optimization is often a process that applies to existing pages (to increase their visibility in Google).
Also, an SEO campaign will also require the creation of new optimization pages, especially when specific ways are identified in which people search the Internet for those realities, and the site is not designed to answer a relevant page of these types of searches.
Market consistency in an SEO strategy
Each business (through the types of products or services it offers) is characterized by a certain seasonality over a year.
We have for example products that sell better in the summer, but also things that people buy especially when the cold season begins.
There are also companies whose activity is “affected” by holidays, or others for whom this period of the year is the greatest opportunity.
For example, on the travel market in general, we can see how the June and August months (highlighted in the diagram below) are characterized by a significantly higher volume of searches than the rest of the year.
Basically, although the keyword library relevant for this business (1,442 phrases) has a monthly average (in the last 12 months) of 744.9k searches, these peak months exceed the search volume by an average of 1.1 million.
It is important to learn in detail to see if there are certain destinations responsible for this growth or certain types of travel (city break, last minute).
For example, there are destinations that record this peak of interest in the winter months (December, January, February).
For a properly monitored SEO campaign, the keyword research and word ordering groups are an essential component and the basis from which you can go in identifying optimization opportunities.
All these observations on seasonality are based on existing information, that is, we can learn from Google how many words have been looking for over the past years and we assume that this will be maintained this year or next year.
- How do we do for words that do not have history?
- Can we optimize a site on certain keywords before the world starts looking for them?
- How can we identify these opportunities in advance?
- How do we prepare the site for SEO?
This article aims to provide answers to the above questions based on my experience Costel Anton accumulated in SEO campaigns that have integrated such optimization tactics:
SEO on Trends, the next level in SEO Strategy on Market Seasons
The graph above was obtained from Google Trends and represents the interest in web searches over time for the iPhone 10.
As you can see, the peak of interest was not preceded by similar behavior in the same period last year, which in theory makes it very difficult to estimate. If we add the searches for the previous iPhone model in the equation, we get the following view:
It is obvious that the phenomenon was repeated in the past, just for the product name of that time, namely “iPhone 10”, instead of “iPhone 7”. So we can expect this summer to witness an explosion of interest in the latest Apple phone model.
In order to get an idea of what this means in terms of a number of searches, we also call on Google, which tells us that in September 2017 there were about.
970k searches for iPhone 7 in Ireland, compared to only 130k in the previous month.
This year, search volumes are similar in the months ahead of the launch event, which is why …
Here are the 7 actions you need to take advantage of these opportunities:
1. Track trends actively
Regardless of where your main products come from (technology, books, health, children’s products, etc.), it’s important to connect with industry news to find out what the manufacturers you are working with.
For example, in sites like Carphonewarehouse, here are dedicated sections for market rumors (which phone models are going to be launched).
For books, you can monitor series that have a fan base that looks forward to the next volume (eg Harry Potter, The Thing of Thrones, Hunger Games, etc.).
Often, products that are very popular in other markets can become fashionable in Romania (you can identify such opportunities on Amazon or eBay: cars, spinners, etc.).
Another direction from which opportunities may arise is due to legislative changes, which may promptly increase demand for certain products.
In this case, we have had a situation where an online store owner focused on home & deco products has noticed that the ban on smoking in the venues will lead to a big increase for outdoor ashtrays, which is why he has called for targeting SEO efforts in that direction.
Commercial success was particularly good.
2. Do Keyword Research
Although it is a more difficult process when we do not already have a product launched, the keyword research activity is an essential step in the success of the optimization approach.
Practically, at this stage, we identify the ways people are already looking for, or they might look for the reality for which we want to optimize in the future.
In the case of products, we often leave the basic notions (root type), such as the name of the product (or names printed in the press, unless the official name is known), to which we add elements like the producer brand, the idea of price, launch date, order, etc.
We can successfully use Keyword Research tools to introduce earlier versions of the product (such as “iPhone 10”) to see how they were searched for when they were released.
However, as mentioned earlier, these searches have a very strong seasonality, most of which are done in the first month of launching the product, that is, when we want to already have a good visibility in organic Google results.
We can assume that with the new iPhone, the most popular search phrases will have a similar structure.
3. Create a Relevant Landing Page
It is obvious that you can not start selling a product that has not yet been released.
However, you can create a Landing Page, in which you integrate relevant content about the future product.
You can include the most interesting rumors released in the market, videos with industry specialists who are looking at the launch or other materials.
It is important that this Landing Page adheres to a number of SEO elements:
- ✅ Have a dedicated SEO friendly URL;
- ✅ Meta title includes the most important variations of the term;
- ✅ The meta description element includes a call to action to optimize organic CTR;
- ✅ Integrate the Breadcrumb element into the page to contextualize it;
- ✅ The product name must appear varying in Headline Structure (H1 and H2);
- ✅ Of course, the expressions we want to optimize must be integrated organically into the content;
- ✅ Add multimedia items (video, images) to increase time spent on the site;
- ✅ Try to provide original information or at least personal comments on product rumors.
- ✅ Keep the page size within reasonable limits for good loading speed.
4. Collect leads (e-mail addresses)
Given that we can not sell the product yet, and most likely we can not accept preorders (not knowing what the sales price will be), it is necessary to set a different target.
In most cases, it is advisable to let the user leave their e-mail address to be informed when the product becomes available.
Thus, a highly targeted database is being built, with members to whom we can communicate and to which we can make the first sales.
Of course, it is essential to have Google and Facebook codes installed on this page that will then allow remarketing actions on the attracted audience, that is, when the product becomes available we can show it through advertisements to the users who have expressed interest.
You can test multiple addressing or call to action formulas through A/B testing to see what better converts, that is, in which case most records are recorded in the database.
5. Integrate the page into the internal link structure of the site
A website is a “small internet” itself, a space in which there is information, structured in a certain way, with signals indicating the most important content.
The search engine interprets these signals inside a site to identify the most relevant page for a particular topic.
First of all, it’s important that the newly created page is not blocked from crawling (through robots.txt) or from indexing (via meta robots).
Also, in order for the search engine to identify it, it needs to have links within the site, preferably from important pages such as the homepage or relevant category pages. In addition, we recommend editing blog articles to link to this Landing Page via direct links.
At the text anchor level, we recommend the use of “exact match” text within the site’s internal link structure. It’s also important to add the page to the sitemap.XML file and index it from Google Search Console using the Fetch as Google option.
Though much evolved over previous years, how Google is today is still based extensively on links as an indicator of the authority of a page.
In order to get a good visibility of Google’s Landing Page on the day the product is launched, it is imperative that we get quality links from the relevant contexts to the largest number.
Tactics by which we can get links for a still unreleased product:
- Identifying influencers who spoke about the product and making a material to mention it; most likely, most will take this as a compliment and will mention the material; we can make the article in the form of an interview;
- Establish a “short list” of industry specialists who have already written about the product; we may request that a reference be included in our landing page in exchange for a product testing program when it becomes available;
- We can organize a contest in which to offer as a prize a product for editing and publishing a relevant article, mentioning our Landing Page; the winner can be named based on a KPI mentioned (may attract more serious sites) or by drawing lots (we risk having many, poor quality participants);
- Publication of original content in Landing Page, extracted from “leaks” on the web.
If you do not use a professional SEO tracking tool, the easiest way you can still see a breakthrough in the Landing Page Optimization activity we are discussing is by checking the data in Google Search Console >> Search Analytics.
In this report, go to the “landing pages” section and add a filter to the desired URL.
You will be able to see the number of “impressions”, that is, the number of times the page was displayed in Google’s organic results, the number of clicks (hits received), the organic CTR (ratio between the first two dimensions), and the average occupied a position.
The major drawback of this monitoring mode is that you can not see data for keywords that the page does not yet rank in Google searches.
Also, when we talk about searches that still do not exist (or are very few, until the product is actually launched), the information available in this report narrows even further.
There are things that get “mainstream” very fast, often with coverage on TV and strong support through global marketing campaigns.
At the moment, however, we are witnessing a very high competition for visibility, because every player on the market wants to capitalize on the phenomenon. This is especially the case for paid media, as a method that can quickly “in-play” you for a fee.
These costs can escalate very easily, amid the contention between the brands concerned.
A properly targeted SEO campaign for a particular trend has the potential to attract a significant amount of traffic to the site, and if there is a good commercial offer, the conversion rate is in place.
Depending on the degree of difficulty of that niche, such a campaign must be initiated early, at least 4-6 weeks before the point of maximum interest (launch of the product).