RETAIL 101: 10 quick tips for improving your store’s discoverability online
In today’s marketplace, it’s no longer a case of online versus offline shopping. Both localities are more interconnected than ever before with online traffic driving offline sales and vice versa. Offline retailers looking to increase their store traffic shouldn’t ignore the potential of an online presence. As we’ve said before, it’s time to get discoverable or get left behind.
Let’s look at 10 quick ways retailers can improve their discoverability status online.
1. Create a killer web design
First things first, you’ve got to have a killer website. Just about every Tom, Dick and Harry has a website these days, which means that the competition for impressive web design is high. If you’re new to the world of digital marketing, consider working with a web design company to create the perfect website for your business.
Run some tests to ensure your online checkout is working before you set the site live and double and triple check that it’s mobile responsive!
2. Build an online community
Creating a strong online presence with social media channels such as Facebook, Twitter and Instagram gives your business an online voice to inspire your shoppers and stand out from the crowd. Remember that the more exposure you can give your business on Google the better. And ALWAYS list your location in your social bios — it definitely helps your customers find you.
Set aside some budget for a paid social media strategy. Facebook gives you the audience for free, but organic posts only reach approximately 4% of your followers so it pays to put some spend behind social posts.
When it comes to content, consider posting special offers for people who visit your store to help entice them in.
3. The devil is in the detail
Google prioritises businesses that display accurate information about their location, opening hours, products, etc. so make sure that every detail about your store is up-to-date and clearly visible on all relevant web pages. Ensure you update opening hours when it comes to public holidays as well as including an image of your storefront.
4. Get your review on
The same applies for shopper reviews and ratings — the more feedback you have on Google, the more your ranking can climb in local search engines, not to mention that 67% of consumers say their buying decisions are influenced by online reviews.
As well as providing stellar customer service to incite reviews, you can also incentivise online reviews with a simple competition like “Leave us a review and go into the draw to win a free styling session.”
5. Write compelling content
Aside from boosting your online presence and increasing your discoverability, creating compelling content via an online blog can help define your brand’s voice and built trust with your shoppers. Be sure to post regularly and push out your content across social channels. Get creative with different kinds of blogs, such as photo blogs and interviews with relevant stakeholders.
6. Create search-friendly graphics
Don’t forget to give all your product images “alt” attributes to increase the chance of placing relevant keywords where Google can see them, and adding stronger navigation to your site for your shoppers.
7. Get with the (mobile) times
It’s no rumour that Google penalises websites that aren’t mobile-friendly and increases rankings for sites that are mobile-friendly, so it’s time to get with the (mobile) times. What’s more, with mobile shopping-related searches increasing by 120% from 2014–2015, it’s clear that your shoppers will benefit from a mobile-friendly platform.
8. Optimise, optimise, optimise
SEO is still an essential tool to increase the discoverability of any website and is constantly modernising. Make sure you’re working to optimise the SEO capabilities of your website with correct metadata, page titles and keyword-rich product descriptions.
9. Adapt to voice search
Along with the growth of mobile is the growth of voice search. With 55% of teens and 41% of adults using voice search on a daily basis, retailers can capitalise on the fastest growing type of search by integrating keywords and search queries that are more in line with the natural way consumers talk and search, i.e. “Where can I buy Nike sneakers in Sydney?”
10. Explore multi-channel listing
Multi-channel listing refers to selling your products via multiple platforms including online and offline and is a great way to increase your product exposure. Aside from having an offline store and online store, retailers can list their products on marketplace channels to substantially increase their discoverability status in search.