With many small (and local) businesses recently adapting to selling online, it can be hard to compete with those that have been doing it for years. In this session, Joelle shares five opportunities for smaller brands and their products to be discovered in search and the best way to implement them. Presented live at Turn Digi on July 2, 2020. View recording: https://youtu.be/pCdJf8uSW9M Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

1. Boosting Product
Discovery for SMBs
Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com

2. Joelle Irvine
➔ 13+ years of experience, both agency and brand-side
➔ Growth strategies for B2B, B2C & eCommerce
brands
➔ Currently speaking at industry events about content
strategy, social commerce, and visual search
➔ I love spending as much time as possible outside:
rain, snow or sunshine! (x10 since March)
@TurnDigi
@joelleirvine

3. @TurnDigi
You’re a small business...
@joelleirvine

4. So, how do you compete?
@joelleirvine

5. Opportunities to increase discovery
1. Knowledge Panel
2. Images
3. More Video!
4. Google Shopping
5. Other Platforms & Social commerce
@joelleirvine

6. 1. Claim Your Knowledge Panel
@TurnDigi
@joelleirvine

7. ...No Knowledge Panel?
@TurnDigi
@joelleirvine

8. NEW GMB Messaging Features!
@TurnDigi
@joelleirvine

9. 2. Optimize Images
@TurnDigi
@joelleirvine

10. 2. Optimize Images
@TurnDigi
But how? Think user first!
• File names
• Alt text
• Title tags
• Meta descriptions
• Captions
• URLs
Image source: Longchamp
@joelleirvine

11. 2. Optimize Images
@TurnDigi
Product images should:
• Be on brand
• Be clutter-free
• Have a clear focal point
• Provide context
• Be high-quality
• Include multiple angles
• Add value. If not, remove!
Image source: Frank And Oak
@joelleirvine

12. 3. More Video!
@TurnDigi
@joelleirvine

13. 3. More Video!
@TurnDigi
But how?
• Search to find out what
“People also ask”
• UGC: Ask your customers
for video reviews
• Add videos (& reviews) on
product pages
• Test to see if it adds value @joelleirvine

14. 4. Free Google Shopping Listings
@TurnDigi
@joelleirvine

15. @TurnDigi
@joelleirvine

16. 4. Google Shopping Listings
@TurnDigi
But how?
• Read guidelines
• Create & upload feed to GMC
• Make sure that your data
is always up-to-date
• Use enhanced listings
if available (currently in US only)
@joelleirvine

17. 5. Other Platforms & Social Commerce
@TurnDigi
Everlane
Instagram
Store
Adidas
Pinterest
Shop
@joelleirvine

18. 5. Other Platforms...
@TurnDigi
Image source: Rayban Instagram
But how to be discovered?
• Sync your database
• Be real
• Post lifestyle content
• Entertain, inspire & educate
• Create video
• Go Live
• Leverage TikTok
@joelleirvine

19. @TurnDigi
Start with one idea and test it.
@joelleirvine

20. @TurnDigi
Adapt and then add on.
@joelleirvine

21. @joelleirvine
Thank you