Before the holiday shopping season approaches, online retailers should be readying and refreshing content, category and product pages to maximize search visibility as interest surges, and auditing their sites to ensure a smooth user experience.
While there may only be a few weeks left before Black Friday, there is still plenty of time to implement the tips and techniques below to ensure that you’re getting the most out of the work your teams have already put in, and that you’re not committing errors that could potentially hurt your business during this critical season.
Take advantage of free product listings
Google opened up its Shopping search results to unpaid, organic listings in April, and Bing followed suit in August. Getting your products into these results can mean free exposure to the millions of people that use Google and Bing Shopping to look for holiday gifts.
To be eligible to show up in Shopping results, you’ll need to upload product feeds into Google and Microsoft Merchant Center, respectively. If you operate a physical store, there is a separate program in Google Merchant Center (GMC) called “Local surfaces across Google,” which can be used to show product availability in Google search, Google Images, Google Shopping, Google Maps and Google Lens.
Keep track of campaign