The peak season of overseas consumption in the fourth quarter is approaching. As a key way for brands to increase their visibility and sales, SEO cannot be ignored.

Ahead of the 2022 holiday season, enterprise SEO platform Bright Edge has shared its latest research on retailers, brands and advertisers with Search Engine Land.

1. Brands and advertisers are the main competitors of retailers. Retailers are no longer just competing for exposure. Now they are going in DTC mode. In addition, advertisers who provide consumer reviews and product overviews also see significant gains in Google search results.

The following is the proportion of high-quality e-commerce keyword exposure sources:

- Retailers accounted for 57%, down from 70% in 2020;

- Brands account for 23%, up from 18% in 2020;

- Advertisers accounted for 11%, up from 4% in 2020.

2. Content-driven e-commerce is being shaped. While it remains to be seen how much of an impact Google's helpful content update will have, platform owner Bright Edge says one thing is clear: Retailers need to deliver more than just product descriptions, it's the premium ones that stand out in the end. content experience. Therefore, retailers need to focus more on the substantive content and context of the product, and do a good job of category segmentation so that consumers can easily place an order.

3. Jump links are very important. In the past 10 years or so, there has been a lot of discussion in the industry about how Google sets up more than 10 blue jump links. Bright Edge data shows that 70% of click-through rates come from blue jump links in web pages.

In the past two years, the importance of local three-pack has dropped from 25% to 19% of all e-commerce traffic paths. At the same time, there are also video and picture carousels that are declining. The People Also Ask channel has grown slightly.

4. Schema usage is growing. This year, Schema is more shopping-friendly than ever. Brands, retailers and advertisers are increasingly adopting various schema types to mark content relevant to the shopping experience.

5. Product articles and category pages will be the dominant factor. Category pages have the highest CTR 70% of the time. Bright Edge analysis shows that product-related articles have higher click-through rates than product pages themselves.

Previous：Hold on to the rate, shipping companies is coming!
Next：ZIM, China-US route, a big contract of 1 billion US dollars!