Inventory visibility online - a quick primer - What is SEO and Organic Search and what is SEM and paid search?

• When we work with merchants to help grow sales, we think about two high-level ideas concerning website traffic - Organic/SEO and Paid Search/SEM
• Organic/SEO is working on the website’s content in order to be an attractive option for a search engine to choose when someone searches for a particular topic. It’s what the website does to draw in traffic.
  • Quality content
    • What represents your business, people, products, services, and community…
  • Active management of the website
    • Homepage merchandising - well-maintained websites perform well and are easy to navigate/shop
      • How often? Hero, monthly. The entire homepage, consider seasonally. 
    • Catalog maintenance - at least monthly?
  • Ancillary, off-site activity
    • Google My Business, Social platforms
• Paid Search/SEM is, as the name suggests, paid for so that a business has a better opportunity than Organic search to win a high-intent shopper
  • We primarily work in Google Ads
  • Product and/or Awareness focus
• I said two but those two together end up producing a third hybrid opportunity - free shopping ads on Google
  • Must have your data so setting up Google Merchant Center is required and providing Google with a compliant product data feed is also required - luckily, your Workstand website does this for you.
  • You have no control over the products that show or where they show up - Google algorithms handle all of that
• Tech Tip: Enable Google Shopping
  • Settings > Marketing > Google Shopping
  • Deal with the beast that is Google Merchant Center or let us help

Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.

If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].

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Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development

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If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works...