Crowdsourced data image

How Digital Marketing and Repricing Can Work Together

The following article is written by Wiser’s own Ashley Bello

When you eat a Reese’s peanut butter cup, does the chocolate enhance the peanut butter, or is it the other way around? Honestly, it’s subjective, but you just know that these flavors work hand in hand to create one of the best candies of all time. Pricing can enhance your search engine optimization (SEO) efforts, as it only improves your shopping campaigns and leads consumers to a pretty sweet deal.

First let’s clarify why businesses invest in digital marketing. So you have a website with items to sell… now what? There are countless other websites that sell the same exact thing, so how do you get shoppers to find your website? The answer is simple: digital marketing. The average consumer will not search past the first page of the SERP (Search Engine Results Page). So now you need to apply strong digital marketing strategies to get you to rank well.

There are three ways to increase online visibility for an eCommerce business: “Organic” SEO, Pay Per Click ads and Product Listing ads. Let’s say you sell swimming goggles online. You’re paying a digital marketing agency $2k a month to get you to rank on the first page of the SERPs.

Every successful digital marketing campaign begins with a set of popular keywords. For organic search results, an agency will typically begin with the modification of your website’s code markup; ensuring the proper formatting of your title tags, meta descriptions, page titles, URL structure, internal link structure, and page content is enriched for the search engine crawlers. Since decent SEO results generally take about 3 – 6 months, you’ll have to wait to get onto that coveted first page. But once 3 months pass you might still have a number 14 position. Every search engine result page has 9 results which means, at position 14 – you’re still on page two.

It took 3 months get to the second page, now you want quicker results because waiting much longer for first page rankings sounds like a terrible party without music. So far, you have been able to increase traffic by getting a few inbound links from external sites with high domain authority. At this point you have probably scored a few great customer reviews. People are browsing your site so Google knows your users are engaged and you’re cranking out conversions left and right. Then you start a Google Shopping campaign, and your digital agency is able to get you to the #8 spot, but you want to be in the top 3.

It’s important to understand that PPC and SEO work a bit synergistically. How? One word: visibility. Google shopping ads and PPC ads take up a good chunk of the SERPs. If you are one of the leading brands in the organic results as well as the paid results, users will interpret your business’ strong online presence as a website that is popular and highly trusted. Which motivates them to visit your site, increase your traffic and lower your bounce rate; all factors that are taken into account for ranking.

This is where repricing comes into the equation. Repricing platforms provide you with competitive intelligence so that you’re aware of how your prices fit in the competitive landscape. Based on the information you get, you are able to reprice intelligently and rethink your overall pricing strategy.

Let’s take it back to the example of the swimming goggles. Insight on your competitors helps you adjust prices in a way that will both boost sales and help you improve your search ranking. If the person holding the top spot in the SERPs is selling swimming goggles for $56, your repricer might suggest repricing your swimming goggles to $53.99. Now shoppers on Google Shopping see that the seller in the number one spot is selling goggles for a bit higher than you are, and the buyer is going to wonder why. So they click your product on Google Shopping, and it redirects them to your website where they start noticing all of your great prices. They’re engaged, they’re browsing, and they like the product, so you get a sale.

As that starts to repeatedly happen, Google looks at your website and sees that you not only have high traffic, but people are browsing through your website and your conversions are high, helping you become a “more trusted site.” So now Google ranks you higher, and pushes you up to the number 2 spot. Meaning that you are not only ranking high, you also have better prices. This makes you more visible on the search engine and will continuously attract more traffic. Having better prices than your competitors will bring you the conversion increase you are looking for.

Price and search engine optimization are like peanut butter and chocolate. When they stand alone they’re really great, but when you combine them it creates something that they could never accomplish alone. Shoppers want to find the best deal in the easiest way possible, and integrating Wiser with your SEO efforts is the key to the customer’s needs.

Contributing writers: Brian Smyth & Angelica Valentine

Arie Shpanya

Arie is the former COO, Executive Chairman, and Co-Founder of Wiser, a dynamic pricing and merchandising engine for online retailers and brands. He has extensive experience in business development with a focus on eCommerce (eBay and Amazon), and is a guest blogger on Econsultancy, VentureBeat, and more.

Need better data to inform your decisions?

Schedule a Consultation