Outsmart Search Intent

🚀 Intent Hacking SEO to turn clicks into conversions

September 12, 2024

Howdy Readers 🥰 

In this newsletter, you’ll find:

🔍 From Clicks to Conversions: Outsmart Search Intent

🚀 The Future of Retail: Amazon, Walmart, and Roblox’s Big Moves

📊August Update: Ad Spend & Growth Opportunities in 2024

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TOGETHER WITH LEVANTA

Forecast Your Potential Revenue Lift from Affiliate Marketing

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SEO

🔍 From Clicks to Conversions: Outsmart Search Intent

Driving traffic is a common challenge for e-commerce brands, and a powerful SEO strategy tailored to the different stages of search intent can make all the difference. To stay ahead of the competition, brands must embrace innovative approaches to capture and convert their audience effectively. In this article, we’ll dive into how e-commerce brands can leverage search intent with an out-of-the-box mindset to supercharge their SEO strategy.

1. Understanding Informational Intent

What it is: These users seek knowledge, not necessarily products. They search for answers, tutorials, or general information.

Action Plan: Create comprehensive guides that build authority. For example, an e-commerce skincare brand might create a blog titled “How to Choose the Right Moisturizer for Your Skin Type” with expert-backed tips. Use visuals, infographics, or videos to improve engagement. Not only does this boost brand awareness, but it also increases the chance of converting readers later in the funnel.

Insights: HubSpot found that companies that publish at least 16 blog posts a month receive 3.5 times more traffic than those publishing 4 or fewer posts.

2. Conquering Transactional Intent

What it is: These users are ready to buy or make a purchase decision.

Action Plan: Optimizing product pages is essential for this stage. Clear CTAs like “Add to Cart” should be prominent, paired with detailed product descriptions and customer reviews. Consider adding comparison features or offering time-sensitive deals to create urgency. Use SEO to reach red-hot buyers before the competition with Ignite Digital and their Free Competitive Analysis

Insight: According to BigCommerce, 92% of consumers read reviews before purchasing, making it a crucial element in converting transactional searchers.

3. Tackling Commercial Investigation

What it is: Users are researching their purchase, comparing products, or reading reviews before committing.

Action Plan: Write comparison articles or detailed reviews. An electronics brand, for instance, could compare different models or list “Top 5 Features of Our Best-Selling Bluetooth Headphones.” Providing clear, pros-and-cons lists ensures users have the information they need to make confident decisions.

Insights: BrightLocal reports that 82% of consumers read online reviews for local businesses, demonstrating the value of transparent product comparisons.

4. Maximizing Local Intent

What it is: These users are looking for services or stores near their location.

Action Plan: Focus on optimizing your Google My Business (GMB) profile with accurate business details and include local keywords on your site. Encourage happy customers to leave reviews to boost credibility.

Insights: Moz reveals that GMB signals are the number one local ranking factor, highlighting the importance of a well-maintained profile.

By mastering these search intents, e-commerce brands can enhance their SEO strategy, driving more relevant traffic and converting mid-funnel visitors into loyal customers.

RETAIL

🚀 The Future of Retail: Amazon, Walmart, and Roblox’s Big Moves
Insights from Chain Store Age

Amazon and Walmart are leading the charge in reshaping U.S. retail, while platforms like Roblox merge virtual and physical shopping experiences. These advancements highlight the blending of traditional and digital commerce, pushing retailers to adapt to stay competitive.

The Breakdown:

  • Amazon & Walmart’s Market Dominance: By 2029, Amazon and Walmart are projected to account for 25% of U.S. retail sales, with their combined online sales reaching $1.1 trillion. U.S. retail sales are expected to climb to $6 trillion, with 29% online retail penetration, driven by strong growth in categories like clothing, food, and pet supplies.

  • Roblox & Shopify Integration: Roblox has partnered with Shopify, allowing brands to sell physical products directly within its games. This integration offers brands access to Roblox’s 80 million daily users, creating a seamless shopping experience. Companies like Walmart and E.l.f. Beauty are already exploring this innovative space, combining real-world sales with virtual avatars.

As Amazon and Walmart continue to dominate retail and platforms like Roblox push the boundaries of in-game shopping, the future of commerce is evolving. Retailers must adapt to the growing fusion of physical and digital shopping experiences to remain competitive in this rapidly changing market.

MONTHLY UPDATES

📊August Update: Ad Spend & Growth Opportunities in 2024
Insights from Search Engine Journal

The IAB’s August 2024 Outlook Study sheds light on updated ad spend projections, growing channels, and the challenges marketers face. With insights from 200 buy-side decision-makers, the study reveals key trends shaping the rest of the year.

The Breakdown:

  • Revised Ad Spend: Ad spend projections for 2024 have increased from +9.5% to +11.8%, driven by political campaigns and major events like the Summer Olympics.

  • Channel Growth: Retail media is rising quickly, with growth expectations jumping to 25.1%, particularly in consumer-packed goods (CPG) and beauty. Other notable areas include Connected TV (18.4%), social media (16.3%), and digital video (12.5%).

  • Marketer Challenges: Cross-channel tracking remains difficult as media convergence increases. Despite rising consumer spending, understanding shifting habits and managing multi-channel reach are top concerns for brands spending over $50 million annually.

  • Shifting Priorities: Marketers are shifting away from newer KPIs like attention metrics in favor of established goals. Tools like Google Analytics 4 (GA4) are becoming crucial for tracking outcomes, though many still find them underutilized.

With increasing ad spend and expanding growth opportunities across various channels, marketers need to fine-tune cross-channel strategies and focus on understanding consumer behaviors. Mastering tools like GA4 will be crucial for success in 2024.

QUICK HITS

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⏰Meta has expanded access to Instagram Reminder Ads via its Marketing API, enabling third-party apps to use features like Instagram Reels placement and optimized event reminders aligning with Meta Ads Manager, providing more flexibility for businesses to enhance ad reach and engagement addressing feedback on missing features. 

🏷️Google is testing a new ad format with a taller gray background and more prominent labels like "Sponsored" and "Promoted results" to make ads stand out more in search results compared to the current subtle labeling.

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