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Mobile – First Indexing of Ecommerce Sites

Mobile – First Indexing of Ecommerce Sites

Categories
Ecommerce

Mobile-first indexing has been a popular topic over the past few months. We’ve seen a lot of articles on the subject, discussing how it may impact site appearance in search results. It’s important though not to confuse mobile-first indexing with ranking – remember the basics of indexing and ranking when it comes to this topic.

  • Indexing vs. Ranking

Search engines perform two main tasks – indexing and ranking. The mobile-first index means that mobile pages will be crawled first, and Google will revert to desktop pages if no mobile page is available.

The factors Google use to determine search rankings include mobile usability (mobile friendliness). Mobile-friendly content will be ranked higher in search results when a user is searching on a mobile device – this has been a factor that’s been around since 2015.

Keyword rankings differ based on whether the searcher is using mobile or desktop. This is due to Google ranking factors and roadblocks that exist in their mobile results, such as mobile page speed as a ranking factor and the intrusive interstitial penalty

 

  • How Can Ecommerce Companies Adapt?

The obvious: Make sure your site is mobile optimized

The first step you need to take, if you haven’t already, is to switch to a responsive website as soon as possible. There are other options for optimizing your site for mobile, including having a separate mobile site, but responsive design is generally recognized as being the easiest to maintain.

To check whether your site is currently mobile friendly, check out Google’s mobile-friendly testing tool.

Mobile Friendly test

Start thinking mobile-first With their move to a mobile-first index, Google is effectively stating that mobile is leading the way in search. If they haven’t already done so, brands need to follow suit.

Thinking mobile-first doesn’t mean mobile-only. As we discussed in the previous chapter, desktop still has a key role to play in search and the overall conversion funnel for many industries.

A mobile-first strategy will take into account the types of searches typically undertaken on mobile, and will develop content best suited for those searches.

Google’s micro-moments explain the typical search intent behind different types of query, and show how this might affect the search results returned in each case.

Google’s micro-moments

As an example of how ecommerce companies can implement strategies to target mobile users, a search for ‘contact Shopper Stop’ on mobile should return options to contact the company quickly and easily.

Through the use of click to call markup, ecommerce sites can provide search engines with the data they need to offer this feature in their results:

 

  • Report on Performance Between Mobile and Desktop

Reporting on desktop vs. mobile performance is easily and clearly accomplished in Google Analytics.

Measuring rankings and organic channel performance for mobile separate to desktop can give you a better picture of how things are working across both channels. As search usage continues to shift toward mobile, this will become increasingly important.

The vast majority of ecommerce sites need to adapt and work to improve the current situation of how their sites perform for mobile users. When designing a mobile-friendly site, certain mistakes keep popping up, even among top e-commerce sites.

We searched for the most common mistakes made on mobile websites, and found that the vast majority of sites were plagued by significant problems.

 

  • The five biggest errors we found were:

  • 4xx error codes, which impact a user’s ability to utilize or access the site correctly.
  • Slow page loading speed, which will drive users away and negatively impact SEO.
  • Issues with mixed content, which will negatively affect user experience and reduce confidence in your website.
  • Missing or empty title tags, preventing Google from identifying the content correctly.
  • Redirect chains and loops, which prevent users from getting to the correct destination quickly
Natural Language Processing: Right path towards E-Commerce Conversions

Natural Language Processing: Right path towards E-Commerce Conversions

Categories
Ecommerce

Today, Ecommerce is growing at faster pace than ever thought of. Marketers are ever so wandering to tune into what is latest and introduce them into the world to selling. Smarter tools like Artificial Intelligence, chatbots, IoT are there to furnish everything automated and quicker than what Humans can do. Natural language processing commonly known by the term NLP is a component of AI that helps computer programs to understand human speech and then function accordingly.

Bigger commercial portals are already on the brink of utilizing NLP on their websites and apps. NLP is a meaning based search that allows shoppers to search products in their own language and getting relevant results. Given below are the best means to apply NLP in Ecommerce.

Tips to apply NLP in Ecommerce:

Product Description

Awareness of the product means looking at the actual term and identify with the primary item and the descriptions that have secondary importance. NLP recognize the words in the primary data. When an item is searched, it checks for perfect name and doesn’t take into account the terms that do not match even if it means item having more adjectives.

After the primary product is recognized, NLP applies machine learning to understand the description that is important elements to seek individual items.

Linguistic Nuances

NLP in ecommerce site – searches and recognizes similar terms based on the choices of an individual. Shoppers may be searching for one item with different terms. NLP should have the capability to identify that these are one item only that give same results regardless of the terms used.

NLP is a powerful tool that should also help identify the synonyms; it should even let go off the dissimilarity in the spellings. Consumers are really annoyed when they do not get the item they are looking by putting a search term especially when they know that the item is present in their list. Most commerce site cannot really afford to miss out on potential conversions. Hence, NLP should be geared up to correctly predict what the user might be looking for.

NLP Personalization

Most organizations today are combining NLP with personalization approach and this is proving to get bigger benefits. Customer expect customization at every step of their shopping journey, they had prefer a physical store than virtual since they get personalized attention. Online searches also offer the same benefit but nothing befits the satisfaction of touching and feeling the product and then buying it.

Brands prepare customization based on the user preferences that are previously seen in their shopping. The main aim here is to give great shopping experience to the users.

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