The e-commerce industry is growing fast, but so are acquisition costs. As a result, many brands are focusing on organic traffic. There are benefits to having both paid and organic traffic for your brand, including the opportunity to show up more than once on a search engine results page. Yet focusing solely on paid advertising doesn’t cut it anymore. Up to 80% of users focus exclusively on organic search results and ignore the paid ads altogether.
While everyone is investing in SEO strategies, an effective—and often overlooked—advanced SEO approach is schema markup. Schema markup is a specific structured data vocabulary created by Microsoft, Yahoo!, Google and Yandex. Take a look at how schema markup can make your brand stand out in search engine page results.
Showcase Your Brand’s Credibility With Review Snippets
Let your customers speak for you by encouraging them to leave reviews. Then take these reviews even further with schema markup.
Online reviews are seeing a rise in consumer trust. 97% of consumers are influenced by reviews when making a purchase, and customer reviews can increase conversions up to 270%. In an age where information is so readily available online, it’s important to put your brand in front of readers with as much clarity and credibility as possible.
You don’t need thousands of reviews to make an impact. In fact, BrightLocal’s 2020 local consumer survey revealed that consumers look for an average of 10 customer reviews before trusting a star rating. And that star rating? Only 48% of consumers would use a business with a rating under 4 stars.
After receiving excellent reviews from your customers, showcase them in search by marking up your website. Adding review structured data to your web pages can make your content eligible for the Review Snippet rich result. If Google finds valid review or rating markup, your content could display a short excerpt of the reviews and an aggregate star rating in search.
Reviews demonstrate to search engines like Google and other consumers that you have a great product or service. Investing in your brand’s credibility will be rewarded time and time again.
Stand Out In Search With Product Rich Results
Shoppers are getting smarter, and search engines are always evolving to find new ways to match user intent to results in search. Rich results can make your product information more eye-catching so that you don’t even need to be at the top of a search engine results page to stand out. Marking up your product pages can even provide additional information in Google images.
You may already be familiar with product and rating rich results, which help your customers to see the price, availability and customer ratings of your products right on the search engine results page. Look at the difference between these two search results for a Blue Yeti Microphone. The Amazon result really stands out even though it was below the Blue result on the page.
Here are the essential product markup properties that we recommend:
- Product Name
- Product Description
- High-Resolution Product Images
Since September of 2020, Google has been evolving the product search engine page results, showing types of pricing and illustrating pricing changes. Google requested new pricing properties in Schema.Org and we expect these properties to be included as recommended properties for products in the future.
Set Your E-Commerce Brand Up For Success
These strategies will help to set up your eCommerce brand for success, but the investment doesn’t stop there. To remain relevant in an ever-changing digital market, it’s important to keep informed on the trends in advanced SEO. Sign up for our newsletter to stay updated, or contact us if you want help making an impression in search.
As the digital marketing manager for Schema App, Elise Marion digs into the details of SEO, content marketing, and authorship for the Schema App website. She has a Bachelor of Arts in English and Classics from McMaster University, a Masters of Arts in Comparative Literature from Dublin City University, and a post-grad certificate from Conestoga College in Integrated Marketing Communications. In her spare time, you can find Elise enjoying a good book, planning her next trip, or taking long walks with her Labrador Retriever Jude.