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/SEMOrganic/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 contentWhat represents your business, people, products, services, and community…Active management of the websiteHomepage merchandising - well-maintained websites perform well and are easy to navigate/shopHow often? Hero, monthly. The entire homepage, consider seasonally. Catalog maintenance - at least monthly?Ancillary, off-site activityGoogle My Business, Social platformsPaid 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 shopperWe primarily work in Google AdsProduct and/or Awareness focusI said two but those two together end up producing a third hybrid opportunity - free shopping ads on GoogleMust 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 thatTech Tip: Enable Google ShoppingSettings > Marketing > Google ShoppingDeal with the beast that is Google Merchant Center or let us helpBe sure to email your questions to [email protected]. 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 [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected] Us on LinkedInRyan Atkinson, President + Co-OwnerMark Still, Business DevelopmentWe 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 [email protected].

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