🔍 Retailers, local inventory ads now have more exposure, features

May 12, 2020

Good morning Search Marketer, e-commerce is surging, but local is adapting, too.

Local inventory ads (LIAs) are getting more visible in Google search results — when local intent is inferred. Retailers can highlight "Curbside pickup" in their local Shopping ads, if they have Store Pickup enabled. The beta test is now live in all markets where LIAs are active. Not as new, but even more influential is the "In store" and "Online" slider that appears on mobile that puts local ads ahead of e-commerce Shopping ads when Google thinks there is local query intent.

What's next for retail? Local retail is an obvious edge Google has over Amazon, for example, and giving retailers a way to showcase how they are adapting to new COVID-19 safety precautions is another way to differentiate. But, if retailers open to more than curbside, will consumers come? Greg Sterling analyzed a number of surveys and actual foot traffic where things have started opening up. His prediction: "Digital commerce will take center stage as stores partly take on supporting roles as showrooms, fulfillment centers and places to return unwanted products purchased online."

Easy often wins. SEOs and developers should not try to reinvent the wheel with overly complicated workarounds. "These are things that worry me a lot and, oftentimes, it is either very over eagerly excited developers or SEOs who understand enough of the technology to be dangerous with it," said Martin Splitt on Live with Search Engine Land last week.

Even when they work, why invest your resources when there are straightforward options? "My favorite question is 'Can we, for Googlebot, not serve the CSS to save some bandwidth?' and I'm like, 'The straightforward answer to this question is yes, you can,'" said Splitt, caveating that "the real answer is no, you should not, because that means that you're building in complexity to solve something that isn't a problem in the first place." Read more and watch the full episode here.

Read on for a Pro Tip on site migrations. And reminder that the Paid Search Association Conference kicks off today at 11:00 am ET. I'll be moderating the day tomorrow. Register here. And be sure to check out our SMX Next virtual event that's coming up next month.

Ginny Marvin
Editor-In-Chief

Pro Tip

Here's why now may be the time for a website migration

"In a time of uncertainty, it's natural for businesses to be questioning their spending. As revenue is declining many companies are becoming rich in people-hours and poor with cash-in-hand," explains SEO consultant Nick LeRoy. "The website migration you've been putting off is the perfect investment to make during times like this."

One type of update to consider if your brand has been sitting on the .com or shortened version of your URL is a domain migration. "Organic search performance may take a slight hit as search engines re-crawl and index the new domain. However, since performance is already uncharacteristically low, this is a perfect opportunity to invest in the future of your online web presence."

Learn more »

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Search Shorts

Google says no major local search update.

No Google local update. Danny Sullivan from Google said he looked into it and there was no major Google local update. He said on Twitter, "so there's nothing in particular we know of that should be doing this. Which isn't to say it's not happening, just no major updates or anything like that."

Slow ranking declines. Google's John Mueller said on Twitter, "slow changes over time are sometimes a sign that your website overall isn't being seen as relevant as before." He added, "Sometimes that's content, sometimes design, sometimes functionality, sometimes bad targeting, sometimes other things; there's no simple answer or "one thing" to change."

Doing the right thing. Being on the first page of Google's search results means you are doing things right, said Google's Danny Sullivan.

What's "next" in search marketing?

SMX Next! Log on June 23-24 for actionable SEO and SEM tactics that can drive more traffic, leads, and sales — and learn how emerging technology and advancements in search platforms are changing what it means to be a tactical and effective search marketer.

Register for free »