New Deals Search Results Give Online Retailers More Visibility in Google Search Results
It doesn’t take experts at a marketing agency to figure out that consumers love a good deal.
For decades, retailers have relied on sales, discounts, specials, and promotions to net new customers and boost revenue. In the age of digital marketing – and especially on the heels of COVID – retailers have more power than ever before to get their promotions in front of consumers. (Just take a look at the success of shopping holidays like Amazon Prime Day or Cyber Monday.)
But it’s a double-edged sword.
The same tools that can help you get more traffic online are also available to every other retailer out there, from mom-and-pop shops to huge, global brands. This cut-throat environment makes it all the more critical for brands to effectively utilize every tool available to them to get in front of their audiences.
So how do you stand out in an ocean of competition? We’re glad you asked.
How to show up in Google search results
This week, Google introduced some expanded functionalities to its deals page search results. Initially rolled out in 2020 for Black Friday and Cyber Monday, the deals carousel will now appear for a number of other large retail holidays and events, such as Labor Day and back-to-school shopping.
In addition, the deals carousel will now be prominently displayed at the top of Google’s search results pages, where previously a consumer had to navigate to the Shopping search results in order to see products and sales relevant to their search.
Online shopping options for retailers
With the rise of online shopping methods – like Instagram’s Shopping and TikTok’s rollout of shoppable content – it’s no wonder Google felt the pressure to expand their shopping features as well.
Interestingly enough, Google preceded most of these shoppable rollouts when it first released its deals page formatting in Q4 of 2020. Initially, websites’ deals pages were shown on search engine results pages (SERPs) when a consumer searched for phrases related to Black Friday or Cyber Monday deals.
This year, Google is expanding on this, allowing for deals pages to be displayed for a number of relevant, popular retail searches – not just for holiday shopping events.
For example, because we’re approaching a new school year, if you search for “backpacks,” you’ll see a variety of shopping options and discounts on backpacks and other related products. This content falls in the deals section of a search page, which is a carousel at the top of the page that displays an image of the product, along with additional information about the promotion and the retailer.
This is slightly different from last year as well, when consumers had to navigate to the Shopping tab of the search results to see these deals and buying options. Now, the deals section displays prominently at the top of page one on Google search results.
But wait – what’s a deals page?
A deals page is simply a blanket term for any page on your website that houses offers and discounts – a Specials page, perhaps, or a Sales page. If formatted correctly, Google will display information from this page in the deals section of its search results pages.
Because most online retailers already have these pages created, it typically doesn’t take much leg work to make this happen. However, there are multiple steps to take to make sure everything is hooked up correctly, so it’s best to pull in a digital marketing company to give you a hand.
Optimizing deals pages for search engines
There are a number of things you should consider when creating a deals page specifically for Google search results. Below is a quick checklist of the main points:
- Create the page early. In order to make sure everything on your deals page is up to snuff, give yourself plenty of time to have the page built, tested, and crawled.
- Follow SEO best practices. If your Deals page doesn’t speak Google’s language, then it probably won’t appear in their search results. Luckily, our SEO team can make sure Google likes your deals pages.
- Link to your deals page. This is a good rule of thumb in general. If you’re running a promotion of any kind, it’s always wise to link to that promo page from your homepage.
- Include the event name in the page title. Again, this is another best practice to implement regardless of the goal of the page. A relevant page title provides clear communication to both customers and search engines.
- Incorporate relevant images. Be sure to include images on the page that clearly display the product(s), as well as the discount or promo event itself.
- Recrawl the page. Once the page is updated and ready, it’s imperative that you ask Google to recrawl the page to make sure all information is up-to-date.
Find a marketing firm that can help
Of course, there are many other factors to consider as you prepare for any promo campaign. And with a plethora of options available as part of your digital marketing strategy, it can be overwhelming to know where to start.
That’s where a full-service digital marketing agency like iFocus Marketing comes in. Our team is well-versed in every facet of online advertising, which means we can create a marketing strategy that reaches consumers at multiple levels, and ultimately drives more sales.
Now is the time to be thinking of new promotional and holiday marketing strategies, so drop us a line today, and let’s talk online shopping strategies.