Due to the outbreak of the COVID-19 pandemic, the ability to order online has become an essential feature for all web pages and business listings.
The main goal of local search engine optimization (SEO) before the pandemic was to increase visibility and traffic to places.
Companies are now focused on delivering a seamless omnichannel experience, allowing customers to order online, whether they order directly within a listing or on individual location pages. increase.
This also allows customers to choose how they would like to receive their products, with the delivery or pickup option that best suits their needs.
This shift has changed the strategy on how to maximize the brand’s online ordering experience.
In this post, I share local SEO guides for ecommerce and online orders to drive more conversions.
Maximize Retail Listings for Online Orders
When looking for something to buy online, your customers may use your business listing as their first touchpoint.
Setting up your listing to get customers to order online or visit your website is essential.
The order link should lead directly to the order flow so that the customer can initiate the purchase.
Friction should be as low as possible so they can initiate and place orders.
Direct customers to a menu page, main category breakdown, or quick search function.
Within your listing, you can also share the options available for picking up your order, including in-store pickup, curbside pickup, same-day delivery, and standard delivery.
These are called attributes, and all applicable retail attributes should be selected for each list in order to display as much information as possible to the searcher.
We’re constantly updating and adding new Google attributes, so be sure to monitor regularly what’s applicable to your brand.
Local inventory ads for retailers
To reduce friction as much as possible and increase the ranking of certain products, retailers should consider implementing local inventory ads.
Setting up these types of ads in your branded location allows your customers to see the specific products available at that location.
Listings also allow you to rank specific products that customers may search for on Google, showing what is currently available at that location if they are interested in picking up their order.
This gives your customers a simplified omnichannel experience while driving faster conversions.
Here’s an example of a local inventory ad within a Google Business Profile listing.
February 2022 Google Business profile imageThe above list shows products that are in stock at that location and products that are relevant to customer search behavior.
When a customer clicks on one of the product ads, they are directed to that retailer’s Google-hosted storefront.
Google provides the necessary requirements to set up your local products feed to take advantage of this feature within your listings.
Google provides metrics that allow brands to measure the performance of these digital ads.
A basic implementation of onboarding details what is required to set this up for retailers.
This is currently only available in physical stores in Australia, Austria, Brazil, Canada, Denmark, France, Germany, Ireland, Japan, Netherlands, New Zealand, Norway, Poland, Sweden, Switzerland, UK and US.
If you have implemented the local inventory product feed basic setup, there are some optimization features.
These enhancements include merchant-hosted local storefronts, display-to-order, and pick-up-to-day functionality.
To get started, contact your Google representative on the Local Inventory Ads Support team.
restaurant online ordering
Locations that have their primary category set as Restaurant have the ability to display online orders directly in their listing.
This function is located in the left panel[料理の注文]You can manage it directly within your restaurant location’s Google Business Profile by going to Options.
To turn it on,[オンラインで注文]Set button.
After updating this feature, listings will have the option to order pickup or delivery, and customers will be directed to https://food.google.com/ for that location.
The image below shows what this looks like in action.
February 2022 Google Business profile imageThe user is then presented with various options to order from the restaurant.
Customers can order directly from the restaurant or choose a third party such as UberEats, DoorDash, Grubhub, Seamless, or any location partner.
For integrated locations, customers can order directly within Google.
Menu items available at that location are displayed at a specific price.
You can also make available changes to your order.
Once the order is ready, the customer will be able to checkout directly within Google.
This convenience allows customers to stay with Google and use credit card information already stored with Google.
This creates a seamless and simplified ordering process with checkout completed in seconds.
February 2022 Google Business profile imageSet up orders in Google for restaurants
If a restaurant wants to allow customers to order directly on Google, there are a few steps it must follow.
Restaurants can check their eligibility by visiting the Order with Google help page.
First, restaurants must work with an approved third-party ordering provider like Olo.
This is required as these third party ordering platforms are integrated with Google.
Next, brands must complete Google’s interest form to begin the process.
Developers can check the documentation to ensure they can meet the necessary launch requirements.
There is also a release readiness checklist provided by Google after approval.
Maximizing Location Pages for Online Orders
Like your location listing, your location page should also be optimized for online ordering.
Your page should have a clear call to action (CTA) that lets customers know they can start ordering.
You should highlight the options available to your customers to pick up their goods for pickup, curbside, or delivery.
This page should clearly lay out important information regarding the pickup or delivery procedure.
A good example is Target. It clearly explains all your options and pushes customers directly into the order flow with a clear CTA.
Image from Target, February 2022Conclusion
Online ordering has become an integral part of business strategy.
Regardless of your industry, optimizing your listings and pages to create a seamless omnichannel experience can help your brand sell more.
It also improves the user experience and promotes customer loyalty and positive sentiment.
Other resources:
Featured image: elenabsl/Shutterstock
