How to Enhance SEM Strategy for Retailers & eCommerce websites?
When we talk about SEM strategy for retail business, the first thing that comes to mind to most business owners and online marketers is search seasonality. Product seasonality is of course one of the major factors that affect retail SEM campaigns, but it should not be the only metric you base your strategy on. View our eCommerce SEO & digital marketing services!
There are other areas that you should be aware of when planning your annual strategy. Among these areas are: the retail business model, local sales, competitors, weather shifts, local law & regulations. All of these areas influence your SEM strategy, and should be considered.
Understanding the retail business model
Retailers are at the end of the supply chain. It is important to communicate with your merchandizing department to ensure that advertised products are on the shelves before you launch your campaign, and that there is enough of the product in stock to meet the demand generated by your SEM campaign.
Understanding the impact of search seasonality:
Search seasonality has a major impact on conversion rate, and average order values which always increase dramatically when traffic spikes occur. Research shows that increases in conversion rate for some categories can be as high as 300%.
Drastic changes in online search could be caused by several factors, here are some examples:
Customer urgency : For most of the year, demand for products is relatively constant, and driven by individual purchase decisions. Here is an example for a regular search spike: “winter tires” search seasonality in Quebec – it’s known that every vehicle must have winter tires during the winter season in Quebec (it is the law).
Notice the spike in search caused by customer urgency to have their winter tires on before Dec every year.
Holyday spirit: Special occasions not only impact search spikes, they also have a major impact on the average order values. Research shows that customers are more willing to add different types of products to their basket in order to check off gifts for everyone on their list. They are also more likely to follow up-sells, cross-sells, and other point-of-sale recommendations.
Notice the steady demand during the year for coffee makers, and the dramatic change during the Christmas season because coffee makers are one of the top Christmas gifts. Holiday discounts (that are much less than what people would normally pay) play a role here too.
Understanding other factors that could impact search trends
Changes in law: In October 26, 2009; a new law banned hand-held devices for drivers in Ontario. Customers were urged to buy wireless car headphones. Notice how the search trend changed for “Bluetooth headphones” in 2009 compared to 2010 and 2012, it is also worth noting that the search spike occurred 4 months before the date the new law became effective.

Be aware of upcoming changes in regional or provincial laws; plan and launch your campaigns accordingly.
Weather shifts: Global warming also has an impact on retailers, even though historical data shows that “snow blower” season starts in October and goes strong until January; the warmer winters in Ontario have impacted sales negatively, and made the spike a lot softer and shorter. Based on the graph below, “snow blowers” search demand was 2 months shorter and 50% less than the last 2 years.
Be aware of local and national weather shifts, and be willing to adapt and switch budget allocation to other lines of business that are in demand.
Local events : Big sports and entertainment events have a major impact on not only sales, but also online brand awareness. Notice the sharp and unusual spike in searches for “HBC” (one of the sponsors of 2010 Vancouver Olympic Games in British Colombia).
Make sure to adapt to local or national events and use them to your advantage by using branded or specific related product campaigns.
Days or numbers: YOY data does not always refer to the same date of the calendar year. For instance, Thanksgiving and Victoria Day long weekend sales are not on the same calendar date every year. It is important to have big sale dates lined up correctly, since average customer basket values vary by calendar dates, and conversion rate increases during the holidays as sale dates end, and shipping deadlines approach.
Economy: there is no doubt that the economic financial crisis has impacted us all. In 2009, “70% of Canadians will reduce impulse purchases, shop during bonus events and or shop at discount stores” according to the counsel of Canada.
Yes, it is harder than it sounds
Effectively managing seasonality (and trends) requires a solid understanding of both retail and consumer habits. As a large website or retailer with thousands, or even millions of products, it is not a stretch to say that managing seasonality without automation is impossible, because of the challenges discussed earlier, it is important to:
- Get integrated with the business merchandise team
- Research and map out the seasons and micro-seasons for all products
- Be aware of local events, weather shits and law changes
- Increase CPCs prior to forecasted search spikes
Automate your SEM campaigns
Keeping up with new products, promotions and staying ahead of seasonal changes is definitely time-consuming for online advertisers with large product inventories. A SEM automated tool could not only help run an efficient campaign, but also include automated bidding, quality score optimization and advanced analytics.
Having just a website will not cut it anymore in this digital age, especially for Plumbers in bustling cities like Toronto or across Ontario. With every homeowner and business now turning to search engines to find local services, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more calls for leaky faucets and clogged drains. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for Plumbers . Common SEO Issues Plumbers Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For Plumbers, it's crucial to pay attention to these areas: Title Tags: These are like the labels on your pipes – they tell Google and potential customers what's flowing on each page. They should be unique and descriptive for every page. For a plumber, a strong title tag might be "Emergency Plumber Toronto | 24/7 Leak Repair Service" or "Licensed Plumber North York – Drain Cleaning & Water Heaters." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the short, compelling messages that appear under your listing in search results. While they don't directly impact rankings, a good meta description can significantly improve click-through rates. For instance, a plumber could use: "Experiencing a plumbing emergency in Toronto? Our reliable and experienced plumbers offer fast, affordable solutions for homes and businesses across Ontario. Call us now!" Headings: These are your internal service categories on each page, helping to organize information for users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Residential Plumbing Services," "Commercial Drain Cleaning in Toronto," or "Signs You Need Professional Water Heater Repair." Image Alt Tags: In the world of Plumbers, showing before-and-after photos of your work is powerful. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "faucet.jpg," use "Leaky Faucet Repair Toronto Before and After" or "New Water Heater Installation North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a homeowner with a burst pipe in their Toronto home; if your website is slow to load, they'll call the next plumber on the list. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. If someone searches for "plumber near me" on their phone, your site needs to be quick and easy to navigate on a small screen. How Website Speed Affects Your Plumbers' SEO Rankings What is lightning-fast website speed, and why is it important for Plumbers? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a property manager in North York looking for a commercial plumbing service won't wait long for your site to load before moving to a competitor. Studies have shown that even a one-second delay in page load time can lead to a 7% decrease in conversions. For plumbers, where emergencies are common, a slow site can directly cost you a job. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for Plumbers Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For Plumbers, this means if a client in Toronto is searching for "emergency plumbing services" on their phone, your site's mobile performance directly impacts your visibility. Google's algorithm updates, including those focused on helpful content and user experience throughout 2024, have continually emphasized the importance of a strong mobile presence for local businesses. This makes having a seamless mobile experience critical for effective digital marketing for Plumbers . On-Page SEO: Making the Experience Better for Plumbers On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For Plumbers, excellent on-page SEO means: Detailed Service Pages: Clearly outlining all the plumbing services you offer, from drain cleaning and leak detection to water heater installation and pipe repairs. Customer Testimonials and Reviews: Displaying positive feedback from satisfied clients prominently, building trust and credibility with new prospects. FAQs and Helpful Articles: Answering common plumbing questions like "How to fix a running toilet" or "What to do for a burst pipe," which positions you as a knowledgeable and reliable expert. Local Service Area Pages: Creating specific pages for the areas you serve, such as "Plumber Etobicoke" or "Drain Repair Mississauga," with localized keywords. If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for Plumbers strategy shines. For example, a plumbing company in the US increased their organic leads by over 60% by focusing on local SEO and creating helpful content that addressed common customer pain points, according to a case study by WebFX. This shows the clear benefits of a well-executed SEO for Plumbers strategy. Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can identify issues like missing alt tags, slow-loading images, or unoptimized content, allowing you to fix them and ensure your site is always ready to bring in new business. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're a plumber in Ontario looking to stop the leaks in your online presence and attract more clients, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you ensure your online pipeline is flowing smoothly.
Having just a website will not cut it anymore in this digital age, especially for General Contractors working on large projects in a bustling region like Toronto or across Ontario. With businesses and property owners increasingly turning to search engines to find reliable partners, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more project inquiries and successful bids. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for General Contractors . Key SEO Issues General Contractors Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For General Contractors, it's crucial to pay attention to these areas: Title Tags: These are like the project titles on your blueprints – they give a clear idea of what the page is about to search engines and potential clients. They should be unique and descriptive for every page. For a general contractor, a strong title tag might be "Commercial General Contractor Toronto | Office Renovations" or "Residential General Contractors North York – Custom Builds." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the brief project summaries that appear under your title in search results. While they don't directly impact rankings, a compelling meta description can significantly improve click-through rates. For instance, a general contractor could use: "Trusted general contracting services across Ontario for commercial, industrial, and residential projects. Delivering quality, on time, and on budget. Request a free consultation!" Headings: These are your internal section labels on each page, helping to organize information for users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Commercial Construction Portfolio," "Project Management Services in Toronto," or "Why Choose Us as Your General Contractor." Image Alt Tags: In the visual world of General Contractors, showcasing your completed projects with images is paramount. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "site_photo.jpg," use "Completed Retail Renovation Toronto" or "New Industrial Warehouse Construction North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a potential client reviewing your portfolio; if the images load slowly, they might move on to a faster competitor. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. If a business owner searches for "general contractors near me" on their phone, your site needs to be quick and easy to navigate. How Website Speed Impacts Your General Contractors SEO Rankings What is lightning-fast website speed, and why is it important for General Contractors? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a developer in Toronto looking for a reliable general contractor for a new project won't wait long for your site to load before moving to a competitor. Research shows that conversion rates can drop by an average of 4.5% for every additional second of page load time beyond the first second. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for General Contractors Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For General Contractors, this means that if a client in North York is browsing for commercial renovation services on their tablet, your site's mobile performance directly impacts your visibility. Google's algorithm updates, including significant ones in March and August 2024, have consistently reinforced the importance of a strong mobile user experience, integrating it deeply into their core ranking systems. This makes having a seamless mobile presence critical for effective digital marketing for General Contractors . On-Page SEO: Making the Experience Better for General Contractors On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For General Contractors, excellent on-page SEO means: Showcasing Your Work: High-quality images, videos, and detailed descriptions of your completed projects, categorized by type (e.g., commercial, residential, industrial). Detailed Service Pages: Clearly outlining all the general contracting services you offer, from design-build and project management to various types of construction. Case Studies and Client Testimonials: Highlighting successful projects with specific results and glowing feedback from satisfied clients, building trust and credibility. Local Landing Pages: Creating specific pages for service areas like "General Contractor Mississauga" or "Commercial Construction Etobicoke," tailored with local keywords. If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for General Contractors shines. For example, a general contracting firm focusing on inbound marketing, which includes strong SEO and content, reported achieving "at least an inquiry per day" and significant performance improvements, as noted in a construction marketing case study. This highlights the tangible benefits of focused SEO for General Contractors . Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can help identify issues like broken links, unoptimized images, or slow server response times, allowing you to fix them and ensure your site is always ready to attract new projects. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're a general contractor in Ontario looking to strengthen your online presence and attract more projects, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you build a stronger online foundation for your business.
Having just a website will not cut it anymore in this digital age, especially for Electricians in bustling cities like Toronto or across Ontario. With every homeowner and business now turning to search engines to find local services, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more calls and jobs. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for Electricians . Common SEO Issues Electricians Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For Electricians, it's crucial to pay attention to these areas: Title Tags: These are like the labels on your circuit breaker box – they tell Google and potential customers what's inside. They should be unique and descriptive for every page. For an electrician, a strong title tag might be "Emergency Electrician Toronto | 24/7 Electrical Repair" or "Licensed Electrician North York – Residential & Commercial." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the short, catchy descriptions under your listing in search results. While they don't directly impact rankings, a compelling meta description can significantly improve click-through rates. For instance, an electrician could say, "Need a trusted electrician in Toronto? We offer reliable electrical installations, repairs, and upgrades for homes and businesses. Free quotes available!" Headings: These are your internal wiring diagrams on each page, guiding users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Residential Electrical Services," "Commercial Electrical Upgrades in Toronto," or "Signs You Need an Emergency Electrician." Image Alt Tags: In the world of Electricians, showcasing your work with images is key. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "wire.jpg," use "New Electrical Panel Installation Toronto" or "Commercial Lighting Repair North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a homeowner with a flickering light in their Toronto home; if your website is slow, they'll call the next electrician. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. This is especially true as Google's mobile-first indexing prioritizes how your site performs on mobile for ranking. If someone searches for "electrician near me" on their phone, your site needs to load fast and look good. How Website Speed Affects Your Electricians SEO Rankings What is lightning-fast website speed, and why is it important for Electricians? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a property manager in North York looking for a commercial electrician won't wait long for your site to load before moving to a competitor. Studies indicate that a page load time of over 3 seconds can increase bounce rates by over 30%. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for Electricians Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For Electricians, this means if someone in Toronto is looking for "residential electrical services" on their tablet, your site's mobile performance directly impacts your visibility. Recent Google algorithm updates, including the helpful content updates, have further emphasized the importance of user experience, making a seamless mobile presence critical for effective digital marketing for Electricians . On-Page SEO: Making the Experience Better for Electricians On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For Electricians, excellent on-page SEO means: Detailed Service Pages: Clearly outlining all the electrical services you offer, from panel upgrades and wiring to lighting installation and safety inspections. Customer Testimonials: Displaying positive reviews from satisfied clients, building trust and credibility. FAQs and Helpful Content: Answering common electrical questions like "How to reset a tripped breaker" or "When to replace old wiring," which positions you as a knowledgeable expert. Local Landing Pages: Creating specific pages for service areas like "Electrician Etobicoke" or "Electrical Repairs Mississauga." If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for Electricians strategy shines. For instance, a small electrical company in California saw their organic leads increase by 62% in 90 days simply by optimizing their website with relevant keywords and creating informative blog content, according to a Marketing 360® case study. This clearly demonstrates the power of focused SEO for Electricians . Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can help identify issues like broken links, unoptimized images, or slow server response times, allowing you to fix them and ensure your site is always ready to attract new clients. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're an electrician in Ontario looking to brighten your online presence and connect with more clients, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you illuminate your path to online success.
