The most impactful update was last May. I have a strong feeling that after this update the way of indexing has changed. It takes much longer for new content to be indexed and Google has become stricter – they look more closely at the extent to which new content is relevant enough to be indexed.” – Steven van Vessum , VP of Community at ContentKing . Yet many web shops are still creating content with the ‘old’ SEO tricks in mind. Texts are still being written in which the keyword occurs as much as possible instead of a well-readable and informative text that makes the user happy. Steven: “I conduct a lot of experiments to see how Google is changing. A recent experiment was about this: I saw that many people searched for the word ‘robot.txt’ instead of ‘robots.txt’. I have written a page especially for this. Still, I saw that the robots.txt page scored much better. Also on searches with ‘robot.txt.’ Google can now understand the context of the text much better.” Governing is foresight when you’re doing search engine optimization, admits Steven. It is possible that optimizations that you are currently working on do not give immediate results.
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But that could suddenly be very different after the next update. And don’t forget the technical side. For example: a slow webshop has a huge impact on your user experience, so that can also have an effect – directly or indirectly – on your SEO performance. New trend: returns After conversations with a number of e-commerce managers and specialists, I saw a new trend emerge. Namely: focus on the return process. Before corona, the return Turkmenistan B2B List process was still a neglected child, but now companies see new possibilities here. Ideally, you as a company do not want returns. But that’s a utopia. Due to the closure of the stores and the delays at the shipping companies, you soon saw that webshops were extending their return period. Consumers have been looking for certainty even more in recent months. Carin de Blok, Head of E-commerce at We Fashion says: “Afterpay has done a lot of research into the return policy.
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This showed that a longer return period does not immediately lead to more returns. We have also noticed this since we extended our return period. Most returns still arrive within 14 days. It also ensures a better conversion rate, because it gives the customer more certainty.” Afterpay’s research indicates that the longer the return period, the greater the chance that the consumer will keep the product. If you give a consumer a cooling-off period of 31 days, the number of returns decreases by 47% . Do you want to get started with your return process? Then keep the following in mind: Prevention By showing the correct product information and using (correct) size charts, you can prevent the number of returns as much as possible. Communication Make sure the return policy is easy to find. Keep consumers informed of the progress.