In the last article of our three-part special (part 1, part 2) we'll take a look at the descriptive text in the Google search results. What options do we have here to have an effect on the display?
How do Google search results get their heading?
As discussed in the first part of our special, every Google search result is made up of three elements: Title, description and link. While the origin of the link may be clear, this is not clear at first glance with the title and description. Where does the information come from?
Being at the top of the Google search results is the dream of every shop operator. After all, being first place in the ranking of the largest search engine in the world promises an additional stream of customers. And just as important as the positioning in the results is the presentation of the shop within the results. Well-designed search results attract clicks and increase sales. But which information does Google use for displaying its results lists? And which settings do I have to make in my ePages rental shop in order to be able to optimally present it to the search engine and the customer? Our three-part special will give you the answers.
How do I draw attention to my shop? A lot of online merchants ask themselves this very question upon placing their ePages rental shop online. One of the most popular answers to this question is Google AdWords. As explained in our first tutorial, Google AdWords offers an ideal opportunity to capture the attention of potential customers as they have just begun their online search for products. Yet AdWords campaigns are not always successful. Why is this the case?
Nobody wants to have to go far when they are looking for a specific product or service. That is why customers are always pleased when the small red flag they see on Google Maps is close to their location. According to Google, by 2006 already, every fourth search query was location-specific. Even experts are saying that maps and location-based services will be that much more relevant in 2009. Companies with both a stationary and online presence can increase their real as well as their virtual business by taking advantage of a free listing and a local advertisement on Google Maps.
Google revises a long-going myth: Against all general assumptions, dynamic URLs can now be easily crawled by Google. The search engine giant only recommends adapting the look of dynamic URLS to static URLs when there is enough time and knowledge available to remove the correct parameters. With the shop software from ePages, shop operators are thus on the right side. Read more details in the following.
In 2009, many more shop operators are attending to the marketing of their offering using Google AdWords. The activation of Google AdWords is a form of keyword optimisation that, in contrast to search engine optimisation, isn't free but facilitates significantly higher click rates and targeted traffic. Read about the basics of activating AdWords and how its effect can be measured on the shopping basket.
Online merchants can position all their products at Google Base for free. An interface to Google Base in the ePages shop software facilitates a one-time exporting of products and updating them at regular intervals. In the next entry, you can read about how to publish your products at Google Base.*
In contrast to printed text, websites are not read, they are "scanned" because reading on a monitor is tiring and the huge offering of similar sites leads to impatience. For this reason, websites and online shops need to supply content that can be quickly understood. We have put together a list of 10 golden rules you should follow.
There is no doubt about it: The degree to which people encounter your online shop and website via search engines – particularly Google – plays a decisive role in the success of your e-commerce activities.