E-Commerce Explosion in Latin America

By Jamal Anderson

Businesses are continuously seeking out new and undervalued markets to spread their reach. In the past few years the world has been targeting Latin America, and more specifically Brazil due to the territory’s thirst for Western brands and products. Because of this, the value of the region has exploded. Latin America is now the second fastest growing e-commerce market, not surprisingly only trailing China. According to Internet Retailer, online retail for the top 500 merchants in the region grew 23% in 2013 to a whopping $17.94 billion.

One online entity that has managed to stake a claim to the area is none other than Amazon.com who saw its sales increase in Latin America by 142% in 2013. Moreover, their boosts in transactions are easily faster than what they experienced in Europe (8.3 times faster), China (3.7 times) and in the U.S. (7 times). Several other companies from the United States have also managed to crack the top fastest growing businesses in the region.

The potential to increase sales is there for e-commerce establishments if they truly understand the consumers of Brazil and Latin America. This is a period where having knowledge about product categories and how to communicate globally is of vital importance. This market is here for the taking; it’s just a matter of who is equipped enough to capitalize.

Google’s CPC Declines Do Not Indicate A Mobile Problem

By Yevgeniy Levich

Google announced its 2014 Q2 financial summary last Thursday. While both click volume and total revenue from the paid ad segment of the report continue to rise over prior quarters, cost-per-click (CPC) continues to fall.

This marks the eleventh consecutive quarter of falling year over year CPC. Certain analysts and reporters see this as a signifier of Google’s continued “mobile problem”, that this decline is symbolic of Google’s continued difficulties monetizing mobile ads.

Ginny Marvin at SearchEngineLand argues that the reported 6% decline in CPC can’t tell us anything about “a mobile advertising problem.” As Google’s reported CPC value is an average of all of its ad sales there are simply far too many variables for anyone to argue that this is a mobile issue.

These uncontrolled variables include:

  • The CPC number reported by Google does not report paid search value alone. It also reflects revenue from all of Google’s other networks such as Maps and Youtube. It also reflects AdSense Content ads, which may be seeing less clicks and lower CPCs due to the increased use of AdBlock on sites, as well as revenue from their in-app ad network.
  • Growth in ads from emerging markets, such as Europe, the Middle East, and Africa would also contribute to a lower CPC due to lower prices in those areas. As Covario’s Alex Funk says, “We know most of Google’s growth is coming from outside North America, which means they are adding search volume but at a much cheaper auction than their established business.”
  • CPCs could also be falling as mobile click share rises. Mobile ads continue to have a lower CPC than desktop, as these lower CPC ads make up a larger portion of click share, average CPC will fall.

Google rolled out “Enhanced Campaigns”, which was meant to make cross-device search campaigns easier to manage in 2013. This combined tablet and desktop ads and automatically opted campaigns into smartphone ads. Most AdWords campaigns switched to Enhanced by July 2013, and then CPC continued to fall in Q3 and Q4 2013.  However, as Google does not break out ad revenue by channel or location it is impossible to use these numbers as an indicator of Google’s performance on mobile, or in any other market as it is not possible to isolate the specific cause of lower CPCs.

In fact, large digital marketing companies such as RKG, Covario, and WordStream report significant growth in CPC for their clients in established markets, such as North America, on both mobile and desktop and predict the trend will continue.

Google is Losing Mobile Advertising Market Share

By Joel Rosen

As Kevin Klein points out in his article titled New Google Revenue Report: Does Slipping Mobile Outweigh Overall Growth?, Google’s numbers are up and they are continuing to grow.

In the first quarter of 2014, Google reported that their revenue is up 22% year over year. They also stated that clicks on their CPC (Cost per Click) ads are up 25% year over year, which is great for them considering that is where they make their advertising money.

With Google’s growth and currently owning 32% of the online advertising marketing share, what could possibly be threatening them?

The answer is simple: mobile advertising.

Despite the fact that Google does not separate their data to include mobile data publicly, eMarketer has calculated that Google has lost 10% of the mobile advertising market share from what they had last year.

Facebook is also up 16% in the mobile advertising market since last year. Should Google be worried?

With their success in online advertising, and the direction the mobile world is heading, it would seem likely that Google will start to make a push to get back their share of the mobile market. Yes, Facebook has made tremendous strides during the past year to capture some of the market, but Google will find an answer.

Google has dominated the online advertising industry for years now, and there is no reason to think they will not continue their supremacy as they continue to invest more into the mobile market.

The value of pagination within eCommerce SEO

By Yevgeniy Levich

pagination SEOIn the last post of this series, we discussed the aspect of duplicate content and how to mitigate duplicate content risk within eCommerce SEO.  Next on our list to review is a the area of pagination.


Pagination, in plain terms, is the way your website renders a “list” of results within a category.  Paramount in both eCommerce and standard publishing alike, the need to deploy proper pagination, so your business ensures complete indexing, is vital for SEO success.

Pagination 101

Any significantly sized site is bound to make use of content split across multiple pages; whether it is a long article broken up into linkable series, a slideshow of quickly digestible content, or an ecommerce product category split across multiple pages for usability and browsing purposes.

However, without proper tagging, this paginated content may be read as separate and unrelated pages by search crawlers, creating SEO issues that can stall your growth.


Empowering your “rank target” page

Frequently a pagination issue arises when internal value within your website, such as internally pointing links and anchor text, becomes diluted across the individual content pages instead of consolidated into a singular page.  This can prevent the most relevant page from being served to searchers, and limit the authority of your website to a target phrase.

There are several pagination solutions that a brand or retailer can implement. The solution that is best for your site will depend on a few questions, such as if whether or not there exists a “View All” page for the content and whether you would prefer the View-All page or an individual page be served to searchers.


The “View-All” Solution

In 2011, Google conducted user testing which revealed that their users generally prefer that search results take them to a view-all page.

Based on these results, Google’s crawlers were programmed to seek out view-all pages, and if detected, index these pages more prominently in the SERPs.

If you don’t have a “view all” page constructed automatically within your system, then you should create one manually with the help of your IT team, and then add a canonical tag that points to the view-all page, within all pages of your sequence.

Retailers without a “view all” page are missing a big opportunity.  The overall penetration of category and sub-category rankings will likely be lower since how Google adds weight to these pages in a result set.

Notes:  Only use this option for view-all pages that contain all of the content from the split pages. Canonical tags are meant for duplicate content and supersets such as a view-all page. Only the content on the canonical page will be indexed.

Retailers must have “view all” pages if possible, in this example a billion dollar retailer (Best Buy) does not.


Using Rel=Next and Rel=Prev

Using the <link rel=”prev”> and <link rel=”next”> attributes in a connected series of pages indicate to search crawlers to treat the pages as one set of content, and also consolidates value.

This method is universally applicable, whether or not a view-all page exists. These tags also override Google’s default behavior of serving a view-all page if one exists, acting as an indication to serve the most relevant page instead, usually page 1 of the set.

To implement this method, include a link tag with the rel=”next” attribute pointing to page 2 on the first page that looks like:

<link rel=”next” href= “/category/subcategory?page2”>

Then on page 2 include both rel=”prev” and rel=”next” tags on the page:

<link rel=”prev” href=“/category/subcategory?page1”>
<link rel=”next” href=”/category/subcategory?page3”>

Repeat this for subsequent pages until you reach the last page of the set which would only include the <link rel=”prev”…> attribute.

The "prev" and "next" tag should be leveraged in order to group alike pages

The “prev” and “next” tag should be leveraged in order to group alike pages

Tips for prev/next tagging:

  1. The attribute values must form a chain. If Page 1 has a “next” attribute pointing to Page 2, then Page 2 must have a “prev” attribute pointing to Page 1 and so on, otherwise the chain is broken and the content will not be read as a series.
  2. The links to subsequent and previous pages within the rel/next attribute must include any URL parameters. This is best accomplished dynamically. EG: The rel=next tag on “site.com/category?page1&ref=FB” needs to point to “/category?page2&ref=FB”.
  3. A page can have both canonical and rel/next tags. For instance, in the above example the canonical tag on Page 1 would point to “site.com/category?Page1”. The canonical tag on page 2, should point to page 2. Not page 1.
  4. If you are using AJAX for category navigation the prev/next attributes still need to be present on the separate URLs.


Infinite scroll may be best for your visitors

New JQuery technology is bringing “infinite scroll” to brands.  This enables your visitors to never have to click on a numeral link within a paginated series of pages, as remaining products within a category are automatically loaded.  Infinite scroll is great for the user experience, but if executed incorrectly, can have a big impact on keyword rankings as key pages will not be indexed.

Google has outlined guidelines for infinite scroll and by following these rules can deliver your most effective user experience in a way that is SEO friendly and optimized.


Final thoughts on pagination

As an eCommerce and/or digital marketer, you know that maximizing your crawl equity within your domain is paramount to growing SEO performance.  Paginated sets of content are useful from a site architecture and user experience perspective, but without properly implemented tagging indicating that content is part of a series, you may dilute overall SEO value within a merchandising theme.

Utilizing one of the above solutions will help guarantee that content is being seen as intended by search crawlers, while solving any pagination issues your site may be experiencing.

To learn more about eCommerce pagination and the value of this factor within your eCommerce SEO performance, contact us and one of our SEO solution engineers will be in touch immediately