Google SEO: SEO Trends to Succeed in 2019

Google SEO: SEO Trends to Succeed in 2019

Regardless of the industry, Google’s SEO is more than ever a major growth driver. The optimization technique for search engines can attract on average 50% of the total traffic of a website. Investing and allocating resources to web referencing brings visibility and by extension a reputation that is excellent for a good return on investment. By improving the positions of your pages on the search engines, it is directly the traffic of your competitors that you will “divert” naturally without spending crazy sums in Adwords. In 2018, the search engines have evolved their algorithms and they will continue in 2019. Discover the SEO trends to succeed its Google referencing during the year with1st position, SEO agency.

Understand the research intention

Research intent has been the focus of concern in recent months. Text, image, video, audio … if your content does not meet its target, it is worthless. Misguided, the traffic will diminish as snow in the sun and incoming prospects will be a distant memory for your sales team. The goal of SEO? Understand the expectations of a user through a query, position on it and give him a clear answer.

Easy to say, it’s true! It is therefore important to think about integrating the concept of Search eXperience Optimization (SXO) into your SEO strategy. By targeting the right audience, you’ll be one step ahead of the competition. Google’s SEO is closely linked to the notion of profitability and growth by integrating ROI as an important factor. Promote pleasant and relevant navigation to attract the favors of Google and especially Internet users.

Create branded content optimized for SEO

Like every year, Google updates seem to continue in the dynamic of highlighting the qualitative content. Emphasis is placed on the contextualization and relevance of the content. The search engine and its competitors continue to be attentive to content that deals with topics in depth. More than ever, it is necessary to treat the subjects as a whole with an optimized internal and external mesh.

Eric Enge, an SEO specialist at Perficient Digital, has conducted a study with his teams about his clients. It reveals that the best position gains in 2018 are the sites with the most qualitative content and the richest in each area of activity. With stronger competition each year, content remains the cornerstone of an SEO strategy. Getting quality backlinks via link baiting is essential in order to get the best positions. Branded content is an extremely powerful lever to attract prospects, convert customers, get traffic, improve brand image, gain notoriety … Be engaging!

Consider the importance of new search engines

BREAKING NEWS, Google will not be dethroned during the year 2019 (yes, yes, I’m sure). The US giant and its 92% market share will not yet be caught up by other alternative search engines. However, they seem ready to do anything to enjoy the disenchantment of some users who value their privacy and the security of their personal data. We will continue to talk about “Google referencing” because it is the US search engine that dominates the market, but competitors do not give up against this hegemony.

Are Amazon and YouTube Search Engines to Consider? The listing on Amazon and YouTube SEO growing in importance in recent months. Both platforms generate so much research that positioning itself brings maximum visibility and potential maximum profit!

Set up structured data

The data is Big, the Data is Smart, the data is marketing … but it is also structured. The structured data is essential information for search engines. They aim to standardize information present on the websites via the code. You can decrypt your content to make it easier to understand … and Google likes it! The structuring of the content via this universal code makes it possible to send signals to the search engines without distorting the quality of the content for human internet users. This markup scheme uses the standard schema.org format.

Learn to understand and use structured data to make it easier for search engine robots to read information.

Optimize your e-reputation and EAT

In his guide to Google’s quality guidelines, the search engine provides keys to understand the importance of 3 criteria to assess the quality of the page (PQ -Page Quality). What is behind this acronym?

  • The expertise of the author
  • Authority (Authoritativeness) of author and website
  • Reliability (Trustworthiness) of the author and the website

It is also your e-reputation that is at stake. Google will use all signals that may be relevant to evaluate the expertise, authority, and reliability of a web page. By encouraging comments, opinions and getting backlinks or mentions, you optimize your EAT and therefore your SEO. This notion is even more important in sensitive business sectors such as finance, health, legislation, insurance …

Get more Position 0 (Featured Snippets)

You certainly did not miss the omnipresence of the Featured Snippets or the results in Position 0 during this year. Even SEO tools like SEMRush offer tracking of positions with a special mention for a position 0 obtained. With the rush around connected speakers and voice assistants, it would not be impossible to see its positions continue to multiply in the future, the 0 positions and voice search are linked. This search engine schema involves a more “conversational” search experience. It is important to remember that a position 0 explodes the click rate on the first results (Top 5) to the detriment of the other results.

If you do not yet have the writing techniques to get a 0 position, the year 2019 seems like a year to put it very seriously!

Prepare for voice search

Voice typing is gaining momentum over text entry on search engines. These types of queries are usually concluded by a move to purchase or a physical store visit. Voice search has a direct and important impact on your business activity. If you are looking for target traffic to convert, it’s time to optimize your website!

The research sector still has something new … for the better and for the worse. The only certainty is that natural referencing will continue to play an important role in the visibility of companies and in their turnover. It is therefore essential to entrust your SEO project to an experienced SEO agency. In 2019, 1st position celebrates its 20th anniversary! 20 years of experience and requirement!

4 Tips to Optimize Your Internal Search Engine in E-Commerce

4 Tips to Optimize Your Internal Search Engine in E-Commerce

The behavioral analysis of Internet users, during a session on an e-commerce site, for example, shows significant use of the search engine.

On average 40% of Internet users use the search bar during their navigation. The tendency is accentuated as soon as the site proposes a catalog rich in references. In the age of merchant sites with an increasingly complex product referral, not to mention those that combine a marketplace, it becomes difficult to navigate to the desired product without exceeding the rule of 3 clicks.

The internal engine becomes a must for all Internet users, and a priority for e-commerce sites. Well optimized, it can be a sales accelerator, and thus improve the ROI of your traffic acquisition channels (SEO, AdWords, emailing …) via the increase of the conversion rate. Conversely, if it is not efficient, it may be a vanishing point for your shop and increase your bounce rate.

Audit the relevance of the results of the top 100 keywords

Before deeply modifying your internal search engine, it is important to analyze the existing, ensuring the relevance of the results. For that, it will be enough to extract the keywords the most plebiscites by your Internet users, in order to analyze them individually. If you use an internal search engine solution, you can easily find these queries in your back office. In case you use the native engine of your e-commerce solution, it is possible to go back to the requests of the users’ thanks to the tools of web analytics or via your back-office e-commerce.
The objective is to find out if the answers provided really correspond to the will of your company: Does the request show enough results? Are these results relevant? Are high- margin products or promotions better than others?

To perform an audit, here is a typical action plan:

  • list the 100 most searched keywords (on an Excel file for example)
  • individually test each request and give it an overall score. You must take into account the criteria that interest you: relevance, number of results, exclusion of products out of stock …
  • count the number of satisfactory requests on the total.

If you have at least 20% of your top queries with a low score, that is, below average, you are currently losing sales. It is, therefore, necessary to thoroughly review the operation of your internal engine.

Define a keyword optimization process

The first step to optimize an internal e-commerce engine is to improve the relevance of the results. There are two main types of internal engines in e-merchants:

  • the native search engine (Magento, Prestashop, WooCommerce, Shopify …)
  • the use of an external search engine solution (open source, SaaS …)

In the case of a native engine, it will be necessary to modify the product sheets to add keywords, to highlight them on the queries. If this is not enough, it will also provide for the creation of additional fields, and modify the operation of the engine to take into account these new fields. This process can be tedious and does not guarantee a relevant sorting of results. In the case of an outsourced engine, all these features already exist, and there is nothing to develop: you can, however, optimize the display of results, keyword by keyword, focusing on top searches. This work may seem time-consuming but it will optimize to the nearest millimeter the most wanted terms. For your information, the algorithm developed by the solution will also allow you to act on the other keywords, which constitute the “long tail”. You can, for example, cross additional criteria (data from your ERP in particular) or create synonym lexical fields very quickly, to make the results more relevant automatically.

Implement merchandising: the gondola head e-commerce version

As a consumer, we are all faced daily with the rules of merchandising supermarkets: gondola heads, promotional offers, new products positioned at the entrance of the shelves, etc. This lever is a strong sales generator and can multiply sales by a factor ranging from 3 to 5 depending on the attractiveness of the offer.

Searchandising uses the same process. This is to display products, not only taking into account the entry of the user, but also using other criteria (margin rate, available stock, deal negotiated with the supplier, product rotation, etc. .)

Take the example of an e-commerce site specialized in computer hardware. For the “500 GB hard disk” request, the semantic query will only display products with this storage capacity. However, we may want to position at the head of the results a selection of 1to and 2to hard drives benefiting from a commercial rebate, to promote the sale of these references and suggest to consumers more advantageous offers. If the A brand 1to hard drive is a few euros at the same price as the B brand 500GB hard drive, the consumer will be tempted to take the A brand model.

It is therefore essential to establish a strategy of searchandising. How? After you have completed your keyword audit, you will need to define display rules based on business criteria. For this, there are two options: the development of a searchandising module, or the use of a search engine technology including searchandising.

The home-made solution can be expensive in terms of project management and development time. It will also have to be maintained by your teams, especially during updates on your e-commerce heart. Opting for an already developed internal engine technology, such as SaaS for example, offers the advantage of not having to worry about the technology (server loading time, development costs, updating of the solution, etc.). : everything is managed by your solution. In addition, this will allow you to customize the display of products by crossing many additional criteria, in order to increase the relevance, and assign an individual scoring to your products that will condition the display compared to other references.

Organize relevant and useful faceted navigation

The last point not to be overlooked is the faceted navigation. Simply put, these are the sorting criteria relevant to a product typology. Let’s take the example of our e-commerce shop specializing in computing, and the request “hard drive”. Faceted navigation will allow the user to specify his request, by selecting “facets” relevant to his need. This may be :

  • storage capacity (250 GB, 500 GB, 1to, 2to, 4to, 8to …)
  • the type of hard disk (SATA, SSD, IDE …)
  • the size of the hard drive (2.5 inches, 3.5 inches …)
  • the brand (Toshiba, Western Digital, Samsung, Maxtor …)
  • the price (less than 50 euros, between 50 and 100 euros …)

These criteria are important because they make it easier to guide the user during his search. As they generally take the data sheets of the products, it will be necessary beforehand to have well defined and informed fields of information for your data sheets. The use of specific filters is also recommended to popularize a range of products when targeting a large audience that is not necessarily expert in computer hardware. For example, creating a “Type of use” criterion and “Portable PC”, “Desktop PC”, “Server” … filters will make it easier to choose the user according to his needs.

To conclude, it is essential not to consider your internal search engine as a simple query tool, without meticulous monitoring. Many merchant sites focus on the ergonomics of their homepage or product sheet, without thinking of the intermediate stage that represents the internal search engine. By balancing the relevance of the results, the strategy of searchandising and the intelligent use of faceted filters, you put the best of luck on your side to obtain the best return on investment, and especially to guarantee Internet users successful shopping experience.