2017 Planning Tip: Google

Google recently came out with their 2016 retrospective, along with their outlook for 2017. According to Google, search patterns reveal a troubled and divided world going into the new year. How should you respond? Google suggests being "present in consumers' micro moments and find ways to be useful, too." In particular, the search engine giant recommends feel-good marketing campaigns that are warmly emotional and lighthearted. And how do you get your message out there most effectively in 2017? Here’s what you need to know:

Finalize your “mobile first” plans

In 2016, mobile traffic overtook desktop on the web for the first time ever. It’s not news that Google is working on a new, mobile-first web index. However, those who fail to respond to Google’s mobile agenda by the midyear will be left in the dust. Start planning now to make the mobile experience as good as possible—that means planning for mobile first, rather than simply optimizing for mobile as an afterthought. 

Get on board with Google’s demand for Globe Trade Item Numbers (GTINs)

This one isn’t optional. Google has declared that merchants who display ads in the Google shopping feed must add GTINs (if available) to their products by February 2017. But there’s no need to drag your heels. There are many benefits to adding GTINs, and the sooner you do it, the sooner you can start reaping the rewards. For example, GTINs make it easier for Google to target your ads, which can increase conversions by 20% or more. Plus, products with GTINs will also appear on more places in Google, as well as on Google partner sites like YouTube.

Embrace artificial intelligence

Apple’s Siri has paved the way for AI in our daily lives. Now Google is betting their “Assistant” (part of Google Home) will impact the beginning stages of the purchase cycle. Users would chat with the personal assistant, which would list the top Google results for them. This isn’t a huge trend right now, but you’ll want to keep an eye on how this plays out as the number of users ramps up, especially if Google decides to tie it directly to shopping—rather than search—results.

If you’re feeling overwhelmed by these and other online ecommerce trends, give us a call. Yeoman can help you sort it all out and prioritize your to-do list for 2017. 

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