COMMERCE NEXT 2022

Back to the Basics: How to Use Organic Search to Counter Rising Ad Costs

Today’s Program

Organic Search Standard

/

unPanel

Digital’s Traffic Drought

We’re Mired in a Digital Traffic Drought

-1% Traffic declined over last 3 Q’s

Source: Salesforce Shopping Index

Retailers are Increasingly Turning to Paid Sources…

Source: Content Square Digital Experience Benchmark

…and the paid sources are going to cost you MORE.

Source: Tinuiti • Q4 2021

Declining digital traffic

Rising acquisition costs

Fueling attraction requires efficient traffic sources.

The Organic Search Standard is the Voice of Authority Search and Shopper Performance

> 200 Million crawled URLs > 500 Million shopping visits 75 enterprise eCommerce retailers Q4 2021 | 30d attribution

Insights from the Organic Search Standard

/ Journey of a URL

Get the Organic Search Standard Know Your Pages

/ Value of a Crawl

The Journey… of an URL

Attrition happens at every stage Not Crawled

Not Indexed

Not Ranked

Not Visited Active: earned a shopper visit!

Half of all URL attrition happens immediately…

URLs that are NOT CRAWLED

The reality of crawl budget — Google doesn’t crawl everything.

Source: Botify Organic Search Standard

The Pillars of eCommerce

Category Pages &

Product Detail Pages

Category Page

Product Detail Page

Battle of the Pages

PDP v. CP Find out which wins in the

The Value of a Crawl

What is the value of a Crawl?

High URL Count sites earn…

1.6 visits per crawl.

Or, at appropriate scale: 1643 visits per 1000 crawls.

Modeling the Value of a Crawl Increasing crawl rate by just 1 percentage point on a high URL count site can deliver

2.7% more crawls 1.6 visits per crawl (or 1634 / 1000 URLs) =

4.4%

incremental visits per known URL

High URL count: > 1 Million URLs

unPanel. Your Vote. Your Voice.

+ Ryan Monahan CMO

Vivian Chang Head of DTC

Jen Graham Chittim VP of Customer Success

YOU unPanelist

We’ll ask a question here.

Choose a side from your Game card

Yes, Agree

No, Disagree

We create unique experiences based on SEO-driven traffic.

Yes, Agree

No, Disagree

The customer journey begins before the shopper reaches the site.

Yes, Agree

No, Disagree

Traffic is the ultimate measure of SEO success.

Yes, Agree

No, Disagree

SEO investments have dedicated resourcing.

Yes, Agree

No, Disagree

On-Site search is a key input to SEO tactics.

Yes, Agree

No, Disagree

SEO performance is an exec-level conversation.

Yes, Agree

No, Disagree

For slides, offers, and other resources, visit:

Developing Benchmarks with:

Category Pages contribute

11x visits per crawl v.

PDPs…

Source: Botify • Q3 2021

… though PDPs tend to out-convert Category Pages.