IRCE 2011 Report: Think like a Google engineer
Source:Internet Retailer on 06/14/2011
Retailers need to understand how to adapt their sites to the
search giantโs changing algorithm.
Google Inc. tweaks its algorithm almost daily, said Kevin Lee, CEO of search marketing
firm Didit, today at the Internet Retailer Conference & Exhibition 2011 in
San Diego. And once or twice a year the search engine makes a major shift that
receives a name. For instance, in February the search engine launched an
update it called Pandathat sought to reduce rankings from low-quality sites.
โThe search engines have a direct interest in making sure that
you are not at the top of the rankings unless you belong there,โ he said.
โThatโs the reality. They want to be relevant because thatโs the key to their
business.โ
That means that merchants need to understand not just the current logic behind
Googleโs algorithms, but also where how the search engine will adapt that formula
in the future, Lee said.
โThe more you think like a Google engineer, the better you are,โ said
Lee. โIf you do that you can think about what changes they may make rather than
being reactive to the changes that they do make.โ
Google engineers have a number of tools that can help them determine whether a site offers valuable content, he said. For instance, they can look to mentions of a retailerโor retailerโs contentโin either Gmail or social media, examine whether consumers are blocking the site on its Chrome browser, gauge how many consumers are clicking Googleโs +1 recommendation button, as well as delve into metrics such as page load times and visitorโs time on site.
โIt really comes down to the basicsโhow can you provide the best possible user experience in every way,โ said Lee. Featuring a slew of original articles, for instance, will likely result in high rankings, regardless of whether they fit the popular take on Googleโs formula at a given moment.
For instance, online pet pharmacy retailer PetcareRX focuses on personalizing its online experience, said Blake Brossman, the retailerโs chief operating officer.
โWe go through our 2.5 million customersโ data to develop insights that allow us to use real-time results,โ he said. โWe look at their locations, what else they are looking for on the site, do they have a prescription, do they checkout? We put that together in real time to build actionable data that improves the web page and actually helps us serve our customer information that is relevant to the user.โ
The result is messaging that varies based on the individual user. For instance, a consumer in Los Angeles who is buying flea medication for her 25-pound Tibetan terrier might receive an offer of โfree shipping,โ while a shopper in Toledo, OH buying a tick medication for his bull mastiff might receive an offer for 112 pet points.
โPersonalization is the key to serving our customers better,โ he said.
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