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This weeks search drop covers a huge change in Google Shopping that will see it shift back to its offering pre 2012. We review how COVID-19 has impacted the search behaviour across various industries and finally, we’ll be looking at how certain schema markup can support your site in improving your E.A.T (Expertise, Authoritativeness and Trustworthiness).

Google Shopping opens up to free product listings to better compete against Amazon globally by the end of the year

In 2012 Google Shopping moved to a fully paid platform. Since then data has changed and Amazon has moved further into a position of power in product search in eCommerce searches and advertising. Additionally, the recent situation globally has lead to a shift in the way businesses handle their online offering, with large swathes of them rushing to get some form of eCommerce solution in place. This has lead to Google and their president of commerce Bill Ready to rethink Google Shopping’s offering.

Google Shopping, as of the end of this month in the US and globally by the end of the year, will be enabling free listings opening Google Shopping up to more businesses and increasing its appeal and ability to better serve businesses.

But what does this mean for businesses?

  • There will be another ‘free’ market for them to put their products out to users
  • They may need to re-consider any spend in Amazon and test whether Google Shopping can work for them
  • Running an SEO strategy will soon have another layer of opportunity

It’s fair to assume that optimising for this platform will follow a similar structure to more traditional SEO, however it’s important to remember that Google Shopping is a platform for selling products (like Amazon) and such things as pricing, reviews and service quality e.g. return rate, fulfilment etc, will play a bigger part – much like when optimising for Amazon’s organic listings.

A final note on this, Google Shopping is going to have to do a lot more than just be ‘free’ to compete with Amazon. As a user of Amazon myself, Prime delivery is the main reason I use and continue to use the service. Therefore, Google Shopping is going to need to contend with Amazon’s ability to almost instantly fulfil orders. It would be crazy to think this hasn’t been considered by Google so it keep your eyes out for ‘Google Prime’.

You can read the full article here.

Coronavirus has changed people’s search behaviour and needs

COVID-19 has changed everyones lives, possibly forever. This extends to the way people are searching and what they’re searching for and thanks to a recent study by seozoom, we’re able to see the full impact of this.

Industries like gambling, autos and vehicles and travel and tourism have taken the biggest hits in organic performance. This is to be expected, with people wanting to hold onto their money and not travelling as much. But these drops in organic search could lead to opportunities in these sectors to take advantage of potentially cheaper cost per click in paid ads.

These changes in search volume also present a problem for marketers. They’ll likely impact the average monthly search volume for at least a year, given how the monthly average is constructed in platforms like Google Adwords. This will need to be taken into consideration when building any strategies moving forward and at the very least a caveat added to any search volumes used.

For all of the data and charts click here.


How Schema markup can support your site with E.A.T

E.A.T stands for Expertise, Authoritativeness and Trustworthiness and is one of the measures Google uses for the quality of content. The acronym can be simplified down to “is the person/business writing about this topic an expert/authority and trustworthy?”.

An example of this in action would be a doctor writing about a medical topic. They would likely score highlight for E.A.T as they’re qualified in their field and would score even better if they were known to be a specialist in this particular area. If you then take the same topic and have a dentist talk about it, unless it pertains to oral health they’ll likely not score as well.

This concept and measure of quality falls alongside Google’s attempts to understand something called entities and their relationship. For example, Apple is an entity and Tim Cook is an entity. The relationship here is Tim Cook is the CEO of Apple and therefore anything related to Apple written by Tim Cook will have a very high E.A.T.

So, what can schema do to support this? It allows you to structure your content in a way that removes any ambiguity in its meaning. It’s important to remember that Google’s Algorithm has no common sense, therefore anything we can do to clarify the context and meaning of information, the better Google’s algorithm will be at using it.

What schema should you use to enhance your E.A.T?

  • Person schema – allows you to add a lot of information in regards to credentials, qualifications and honours. This will support the ‘expertise’ and ‘authority’ aspects of E.A.T. It also helps build the person involved into an entity and allow Google to understand that the person exists and is relevant for the topic covered on site
  • Organisation schema – much like the above, organisation schema allows you to highlight where your company has credentials, what it knows about or it’s age, all of which support each aspect of E.A.T
  • Author schema – similarly to the person schema, adding author schema will support your author’s ability to relate themselves to a topic, or better leverage their authority in the topic
  • Reviewed by schema – this will allow you to leverage the value of other experts you use in reviewing your products. For example, if you have endorsements from experts in the field, you can add reviewed by schema to your site to highlight that a person of high E.A.T has endorsed you
  • Citations schema – this works similarly to the above, but in regards to sites – for example if your product was reviewed by a well known publication in your industry online – you can cite this as another reference for your E.A.T value.

See the original post here