Craig Pavitt, SEO Strategist

Answer Engine Optimisation (AEO): How ecommerce brands can adapt and thrive

The recent emergence of powerful, intuitive and easy-to-use AI technologies is transforming how people discover, create and engage with information. And one of the areas most affected by this transformation is web search.

Thanks to AI, the way people look for information, and the way it’s presented to them, is currently undergoing a genuinely unprecedented change. In recent months we’ve witnessed the emergence of numerous AI-powered answer engines and the surge of voice search (some 50% of the U.S. population using voice-enabled search each day).

If you manage an eCommerce website, it’s going to be very important to understand and be aware of these shifts. They will have a significant impact on how you run your domains.

Google’s shopping SERPs update: What it means for ecommerce

Today, Google unveiled significant updates to its shopping search results pages (SERPs) in Europe, aligning with the European Union’s new Digital Markets Act. Users will now find additional tabs labelled “Products” and “Product Sites” situated just beneath the search bar at the top of the results page. This development introduces features directly linked to organic search results, specifically, organic product tiles. These tiles bear resemblance to the paid or sponsored product tiles familiar to users for many years.

However, they now emphasise a more organic presence within Google’s search results, marking a noteworthy shift towards enhancing the visibility of non-sponsored content. This change aims to foster a more competitive and diverse online marketplace, ensuring that users have access to a wide array of product choices without the direct influence of advertising.

Key takeaways:

Google’s Compliance with EU’s Digital Markets Act: Google introduced organic product tiles and tabs (“Products”

Google’s latest changes to FAQ results and How-To updates

In today’s digital landscape, where online visibility can make or break a business, the interplay between search engine visibility and user experience holds paramount importance for ecommerce businesses and websites alike. The ability to connect with potential customers and users hinges on the ease with which they can access relevant information. As search engines continually evolve to refine their algorithms and offer more user-centric results, it’s crucial for businesses to adapt and optimise their content accordingly. In line with this, Google’s recent update pertaining to Frequently Asked Questions (FAQs) and How-To content has brought about a transformative shift in how information is presented on the search engine results pages (SERPs).

Understanding Google’s FAQs and How-To Update

Previous updates revolved around optimising structured data markup—a vital component in helping search engines comprehend the context of web content. By revamping the handling of FAQs and How-To content through structured data, Google aimed to enhance the quality of search results. This, in turn, enabled users to make informed decisions more efficiently and with greater confidence.

How to prioritise your content strategy by value

Developing a successful content strategy requires more than just creating high-quality content. It’s essential to prioritise the content that will provide the most value to your audience and your business. But with so many types of content to choose from, it can be difficult to know where to start. By focusing on value, you can ensure that your content strategy is optimised for success. In this article, we’ll explore how to prioritise your content strategy by value, including identifying your goals, understanding your audience, and creating a plan that aligns with your business objectives. Whether you’re a seasoned content marketer or just getting started, these tips will help you develop a content strategy that drives results.

What is a Content Strategy?

How to Write an SEO Performance Report for Your Clients

How to Write an SEO Performance Report for Your Clients – Key Questions and Free Template!

Whether you’re an SEO agency, or an in-house specialist, There will come a time when you’ll be asked to create a performance or progress report to show your worth. For many this can seem a daunting, and lengthy process, But have no fear! We’ve got some top tips on client reporting best practices and an easy formula you can follow to write a report your clients will love.

What is SEO Performance Reporting?

SEO reporting is presenting a website’s SEO status, generally through month-on-month, quarter-on-quarter, or year-on-year comparisons. It should include data reflecting directly back to your targets and goals for organic performance. These types of reports are for communicating progress on SEO projects, and should be used to ensure all parties have a clear understanding of what progress looks like. This will cover where you’re heading, with a definitive strategy for the upcoming period. An SEO Performance Report should not include an overwhelming amount of screenshots from Google Analytics and GDS Dashboards, as the client can already access and see this data.

Here are the key questions we need to ask ourselves at the start of every report.

Author: Craig Pavitt