SEO/Organic Search and SEM/Paid Search tips for your Workstand website - it's not so complicated!

Around the Workstand

Inventory visibility online - a quick primer - What is SEO and Organic Search and what is SEM and paid search?

• When we work with merchants to help grow sales, we think about two high-level ideas concerning website traffic - Organic/SEO and Paid Search/SEM
• Organic/SEO is working on the website’s content in order to be an attractive option for a search engine to choose when someone searches for a particular topic. It’s what the website does to draw in traffic.
  • Quality content
    • What represents your business, people, products, services, and community…
  • Active management of the website
    • Homepage merchandising - well-maintained websites perform well and are easy to navigate/shop
      • How often? Hero, monthly. The entire homepage, consider seasonally.
    • Catalog maintenance - at least monthly?
  • Ancillary, off-site activity
    • Google My Business, Social platforms
• Paid Search/SEM is, as the name suggests, paid for so that a business has a better opportunity than Organic search to win a high-intent shopper
  • We primarily work in Google Ads
  • Product and/or Awareness focus
• I said two but those two together end up producing a third hybrid opportunity - free shopping ads on Google
  • Must have your data so setting up Google Merchant Center is required and providing Google with a compliant product data feed is also required - luckily, your Workstand website does this for you.
  • You have no control over the products that show or where they show up - Google algorithms handle all of that
• Tech Tip: Enable Google Shopping
  • Settings > Marketing > Google Shopping
  • Deal with the beast that is Google Merchant Center or let us help

Be sure to email your questions to [e-mail]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [e-mail] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [e-mail].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works...