Two years ago, I had the privilege of giving a conference at the prestigious McGill University in Montreal, Québec. Each year, I am invited to share my perspective on the evolution of marketing. My philosophy has always been that the future of marketing is intrinsically tied to the development of algorithms. Moreover I came across this podcast from Freakonomics highlighting some issues encounters by Google search.
Today, virtually everyone relies on the internet and mobile devices to discover new information, choose travel destinations, pick books to read, find events to attend, explore music, or decide what movies to watch.
The point is clear: to succeed, marketers must effectively leverage the platforms that connect them to their markets—platforms like Google, Amazon, Meta, and Netflix. A recent study by Sparktoro analyzed where users spend time versus where referral traffic originates. The findings underscore that Google remains the leading source of referral traffic to the open web:
“Yes, Google sends close to 2/3rds of all referral traffic to US websites (of the top 170 referrers). No, that doesn’t mean Google is the best, only, or most important place for every website owner/marketer to put their growth efforts.”
This is why I devote significant time to analyzing Google—or Alphabet, if you will. While the company is engaged in a fierce battle in the AI space, search remains its cornerstone. Just look at its revenues and Traffic Acquisition Costs (TAC).
Why Marketers Should Care About Google
On October 18, 2023, Pandu Nayak, then Vice President of Search at Google, provided testimony during the anti-trust hearings.
His insights were incredibly enlightening for search marketing professionals eager to understand Google’s inner workings. You can read the transcript here.
Navboost and Glue
Nayak elaborated on ranking factors like Navboost and its counterpart Glue, which use click data from the past 13 months to influence search rankings and SERP features.
Navboost: This tool analyzes click data to help rank websites. It tracks how often users click on specific links for particular queries. The more clicks a site receives, the more likely Navboost is to view it as a relevant result, potentially boosting its ranking.
Glue: While Navboost focuses on ranking individual pages, Glue considers user interactions with features on the search results page (SERP) such as video carousels, image packs, and featured snippets. Glue uses the same 13-month user data to prioritize SERP elements that enhance user satisfaction. For example, if users engage heavily with video carousels for movie searches, Glue will prioritize those features for similar queries.
Deep Learning Models and Human Evaluation
Google also leverages advanced deep learning models such as RankBrain, RankEmbed, BERT, and DeepRank. These models analyze user behavior, including clicks and search queries, to continuously refine search results.
Additionally, Google employs human evaluators to assign “Information Satisfaction” (IS) scores. These evaluations help Google ensure its algorithms deliver high-quality results.
Key Takeaways for E-Commerce Entrepreneurs
Understanding Google’s algorithms can inform your acquisition strategy because user engagement is now a critical ranking factor. Here are the essential elements marketers should focus on:
Prioritize User Engagement
Instead of obsessing over total sessions or traffic volume, shift your focus to engagement metrics in tools like Google Analytics. Key indicators include:
- Scroll depth
- Logins
- Add-to-cart actions
- Abandoned carts
- Percentage of repeat visitors
- On-site search usage
Achieving “long clicks”—where users stay on your site—is more valuable than high bounce rates. Avoid giving users a reason to return to search results by delivering a top-tier user experience.
Tecovas : Best in class
I particularly like what Tecovas is doing. Their website is a heaven for all the fans of western wear or cowboy boots. Here are few highlights from their UX :
Clear and Consistent Branding:
- The Tecovas logo is prominently placed, ensuring brand recognition and trust.
- Consistent use of fonts, colors, and design elements enhances brand recall.
Strong Visual Hierarchy:
- Product images are large, clear, and well-lit, helping customers instantly understand what’s being offered.
Key product features (e.g., waterproof, composite toe, removable footbed) are displayed in an infographic-style format, making information digestible and engaging.
Mobile-First Design:
- The layout is optimized for mobile devices, with a clean interface, easy navigation, and minimal scrolling needed to access key information.
- Large, clickable elements ensure a smooth mobile user experience.
Feature-Driven Storytelling:
- The section “Made with Tecovas Technology” highlights product differentiation with clear benefits. This approach emphasizes why the product stands out.
- Visual explanations (like the cutaway boot diagram) make technical features accessible to all audiences.
Call-to-Action (CTA):
- A prominent “Shop Now” link at the top encourages immediate action.
- Strategic placement of product categories ensures users can quickly browse other items in the collection.
Educational Content:
- The infographic-style section educates users about the product’s benefits (e.g., waterproof system, ASTM standards). Educational content builds trust and reduces buyer hesitation.
Customer-Centric Design:
- The website focuses on the user by providing product details and technology benefits upfront, reducing the need for additional clicks.
- Prioritizing transparency with detailed product descriptions enhances user trust and engagement.
Seamless Navigation:
- The menu and search options are intuitive, ensuring users can easily find what they need without frustration.
- Categorization of products (e.g., “Work Line”) simplifies the browsing experience.
Three Core Principles for Success
User Experience is Paramount:
Create a fast-loading, mobile-friendly, and easy-to-navigate website. A seamless experience encourages users to stay, signaling to Google that your site is valuable.
Build a Strong Brand:
Invest in multi-platform brand awareness campaigns. A recognizable brand often results in higher click-through rates, which can enhance your search rankings.
Create High-Quality, Intent-Driven Content:
Understand the intent behind user searches and address those needs with comprehensive, engaging content. Use diverse formats such as blogs, videos, and infographics to capture attention. This is exactly what brands such as Tecovas are doing. They have a very strong brand content strategy and social media presence. On Instagram they publih engaging content and they are consistent.
Stay Informed About Algorithm Updates
While manipulating specific ranking factors may not yield long-term results, staying informed about Google’s algorithm changes ensures you’re always adapting your strategy to remain competitive.
The future of marketing lies in understanding and leveraging the algorithms that govern user interactions. By focusing on user engagement, enhancing website experience, and staying informed about algorithmic changes, marketers can position themselves for long-term success in an increasingly competitive digital landscape.
Let’s keep exploring and sharing insights to stay ahead in the ever-evolving world of digital marketing.
Stay in touch with me.
