Ecommerce Management Advisors
Ecommerce Management Advisors
LinkedIn partners with Calendly, enabling Premium users to schedule meetings directly through profile buttons.
People are making more purchases online, whether from home on a laptop or on their mobile phone while on the go. In 2025, retail e-commerce sales are estimated to exceed 4.3 trillion U.S. dollars worldwide, and this number is expected to go up in the following years. Naturally, this rise in online shopping has come with a surge in online stores worldwide. How can you make sure your online store stands out and reaches the right people? Ecommerce SEO can help drive up those sales numbers. In this guide, we’ll explain every aspect and help you get started!
Ecommerce SEO concerns all the tactics you can use to gain more visibility and organic traffic for your online store in search engines, like Google. These tactics focus on the technical and content sides of SEO. By optimizing your store you can get a dependable stream of targeted traffic to your site. This, in turn, should lead to more sales.
You are one of the millions of companies trying to sell something online. Of course, you might think you’re unique, but, in most cases, that’s not true. In most niches, you compete with dozens, if not hundreds or even thousands of others. What you need to do is stand out. But how?
First of all, you need to write down your mission. Your mission will clarify what you – and your customers – want your business to be. This will help you identify your USPs (unique selling points) and create a strong brand that resonates with your audience.
Building a recognizable brand is not just about visuals like a logo or the colors you use, but also your tone of voice or your handling of customer requests. Being present on the right platforms and showing your audience that you are trustworthy and there to help them. How you present yourself to the outside world makes all the difference. Branding helps you get inside people’s minds and stay there. But stay genuine and fit your branding to your audience.
SEO helps online stores get found by the right customers at the right time. Unlike ads, which stop when you stop paying, strong SEO keeps bringing in shoppers over time. A well-optimized store makes products easier to discover, builds trust, and reduces reliance on paid traffic.
Carolyn Shelby – Principal SEO at Yoast
To get properly started we need to look at the technical aspects first. Here, we’ll go over some important considerations for your online store.
One of the simplest but most impactful things you can do is choose the right hosting for your site and upgrade your hosting plan when needed. Starting out, it might not make sense to drop hundreds of dollars for an extensive hosting plan. But once you reach a certain level, it makes all the sense in the world. Good hosting makes your site faster, pages load properly, and you’ll be able to handle more traffic than ever before. It can also better handle the crawling efforts of Google and other search engines, making it easier for them to index your URLs.
Most hosting providers offer several packages with uptime guarantees, scalability options, dedicated support, et cetera. Find a hosting provider specialized in ecommerce, and don’t try to take the cheap route.
Long gone are the days when having an SSL certificate for your site was optional. When you are selling something and/or collecting customer data in any way, you need to do so in a secure environment. No one will leave their credit card details on a website that is not adequately secured.
There are other benefits to having a properly secured website. Google, for instance, has said many times that having an SSL connection can give your site a ranking boost. In addition, many of the newer internet technologies like HTTP/2 only work on websites that use HTTPS connections.
You probably want to have all your pages shown in Google, but not being mindful of this can backfire. For example, indexable results from your internal search engine, URLs with parameters from your faceted navigation or product filters, outdated content, temporary pages, and test content can be considered useless URLs. If you have a ton of them, Google will spend a valuable part of your crawl budget indexing those instead of crawling and indexing the pages that you do want to show up in the search results.
Use your robots.txt file to control what search engines can and can’t do on your website and adequately use meta robots tags to block stuff that doesn’t make sense to show in the search results. Also, to get Google to crawl your store correctly, you need optimized XML sitemaps that list your most essential pages.
Getting your URLs right is a crucial aspect of ecommerce SEO. Unreadable URLs make it harder for search engines and site visitors to understand your products. And online stores tend to have a ton of URLs. Usually, every single product has its own URL and every product variation also comes with its own URL. On top of that, things like faceted navigation can generate an endless stream of URL variants. If Google finds the same products on multiple URLs, how will it know which one to show in the search results?
Help search engines by minimizing the number of URLs on your online store to prevent confusion and unnecessary crawling. Check your paginated search results and see if all of these have a unique URL. Give your URLs descriptive names to help search engines identify the contents, so change URLs like /sweaters/323551 to /sweaters/ugly-christmas-sweater. Follow Google’s advice on how to design a URL structure for ecommerce websites.
This endless number of URLs showing the same content can cause another SEO issue you want to prevent. If they find duplicate content on multiple pages, search engines won’t know which URL to show which can lead to lower rankings for all pages involved. So make sure to check how your ecommerce CMS handles product variations and faceted navigation. You can use a canonical URL to signal to Google what the original version of a page or product is.
Duplicate content is also a risk when you use product descriptions provided by manufacturers, which are used on other websites. Although you’ll be competing with content on other websites, it will make your product page stand out less. Leading to search engines favoring other websites that do write their own product descriptions.
Structured data lets you describe your products and business information to Google. This makes it easier for the search engine to understand your business and products. In return, you can get rich results like highlighted product information. You can use structured data to provide details like titles and descriptions, stock and shipping details, SKUs, prices, reviews, ratings, and product images for products. Using these details, Google can highlight your products in diverse ways and various locations, like Google Images and Shopping.
You can also use structured data to provide business information. Google uses this data to verify whether you say who you say you are. It cross-references the information it finds on your site with what it finds on Google Business Profile. So make sure to keep this information (f.e. location, phone number, opening hours) up to date and consistent. If you want to add structured data to your products (or other pages), the structured data feature in our WordPress plugin and Shopify app might be worth checking out.
Many people do their online shopping on a mobile phone, and that number is only growing. That’s why your mobile site has to offer a great shopping experience, similar to your website shown on a computer. We call this mobile parity. Your mobile pages should load quickly, work properly, and have no unnecessary distractions. People should not have to wait for your page to load, only to be confronted with things jumping around and buttons that aren’t clickable.
Keep the design of your mobile site simple while still offering the branding experience that people are familiar with. Especially on your product pages, you should offer a minimal amount of distraction to get people to convert as quickly as possible. Make sure that your theme is responsive and scales appropriately to all screen sizes without having multiple designs. Give extra attention to the readability of your pages, especially those with more than a bit of text, like product pages or blog posts.
Site speed is an ongoing challenge for most websites, especially since Google has declared it a ranking factor. For ecommerce sites, that’s even more important because a slow store can cost you customers. It is proven repeatedly that people will more likely buy from an online store with proper page speed. It’s also a vital part of another ranking factor, page experience.
How you improve the loading times of your store depends on the type of store you’re running. Hosted platforms like Shopify and Wix have built-in performance enhancements, like a CDN and image optimization options. For these SaaS platforms, you’re somewhat limited to the choices they make. If you run a WooCommerce store on WordPress, you have more control over your performance. You can choose your hosting plans, your CDN, your cache management, et cetera. Of course, there is no wrong solution. Pick whatever fits your goals and budget.
Many of the performance improvements you can make are found in your code. Make sure that the code of your theme is lean and mean. Fix scripts that block the rendering of your content in the DOM. Minify your code and try to add lazy loading to images where it makes sense. Don’t rely on JavaScript for loading critical functionality and content.
All the evergreen site speed tactics should also be applied to your online store. Think optimizing your images, uninstalling unnecessary apps and plugins, updating your CMS and plugins, optimizing your caching, minimizing the number of HTTP requests, asynchronously loading scripts, et cetera. To get an idea of where you should start, make sure to look at the Core Web Vitals.
Related to technical SEO and branding, it’s important to be aware of the overall experience your online store offers its users. You need to help customers feel safe and welcome before they are ready to buy from your store. A well-optimized online store is a joy to use, offers a safe and secure buying experience, and loads in no time — both on mobile and desktop. Photography, typography, and content also contribute to user experience.
User experience is also about taking away frustrations and barriers for users to reach their goals quickly. It’s about optimizing product pages, CTAs, and payment flows to get people moving through the process without issue. Focusing on user experience can help you improve your store’s conversion rates. In addition, it builds a relationship with the customer and helps them come back for more. Build brand loyalty through a pleasant user experience. So add an option for guest checkout, make your site search work, improve the text on your CTAs, and offer proper faceted navigation. To give a few examples.
Content is, and will remain, still a very important part of SEO. Ecommerce SEO is no exception to this rule. Having great content on your website, and a proper content SEO strategy can help Google and your customers choose your shop above your competitors.
An important aspect is figuring out which keywords you can target — and which keywords your potential customers are searching for. It gives you a better sense of the competition and the landscape you are operating in. While doing keyword research for your online store, you’ll also uncover different search intents. Often enough, the customer doesn’t follow a straight line in their buying journey.
However, you can guide potential customers during their buyer journey with helpful content in the right place at the right time. For this, you can use proven marketing strategies like the AIDA model (Attention, Interest, Desire, Action) to guide a customer from discovering their need to guiding them to a purchase. At any touchpoint during their journey, you need to be there to stay part of their buyer journey. Keyword research will help you uncover the terms searchers use during the different sections — helping you write content that is valuable and on point.
Often, category pages can be easier to rank than individual product pages. You can set them up to target a broader set of terms instead of one specific product. Your keyword research can help you use keywords that your audience searches for. Give your category pages a good title and meta description featuring the keywords you want the page to rank for. In addition, pick a proper URL structure for your category pages. Keep them short and focused.
Add a piece of text to the category page to give Google and customers more insight into what this page holds. Don’t overdo it, though; it doesn’t have to be a wall of text. Just ensure that it is written for humans and isn’t stuffed with your keywords. Add great product images to your category pages and link to them from other relevant pages on your website.
Again, consider search intent here; category pages should target and offer solutions for ‘browsing’ behavior. This differs from what you do with individual product pages. For category pages, you want to rank for “Black Dresses” while your product page might want to rank for “Black Dress”.
One of the most important ways of promoting your online store is via content marketing. Adding a blog to your site gives you a range of options to rank in the search engines and attract a new wave of customers.
While your product descriptions and landing pages allow you to talk about specific products, a blog can be much more flexible. Here, you can dive deeper into your product, your business, and topics related to what you sell. Just make sure it’s relevant to the people you’re trying to target.
With high-quality content, you show that you are passionate about your product and that you are an expert on the topic. Trust and expertise are crucial factors for Google and visitors to find the business they want to buy their products from.
Relevant content has a great chance of ranking if you target the right keywords. You can write all-encompassing, authoritative cornerstone content that you can use as a base for your content strategy. Supporting those articles, you can go into more detail about specific aspects. For instance, the guide you are reading now is supported by numerous articles on ecommerce SEO topics which are all interlinked.
Your product page is where the magic happens. Here, you want your customers to hit that buy button without hesitation. But what are the aspects of an excellent product page? What can you do to improve your product page SEO?
The words you use to describe your articles are essential. Of course, this also goes for the words you provide for your product to be used in the SERPs — the titles and the meta descriptions. In 2021, Google was actively rewriting more page titles than ever. According to them, too many sites were using non-descript or spammy titles. Therefore, it is even more important to improve your titles and keep an eye on what Google is showing for your products.
Using WordPress/WooCommerce SEO plugins and Shopify SEO apps like Yoast SEO for Shopify, you can set up templates for both titles and meta descriptions, so they follow a similar pattern. This saves you time, and you won’t have to do everything by hand. Of course, you should write everything by hand for your most important articles and pages. Make them stand out!
We already touched on this topic briefly while discussing the risk of duplicate content. To prevent your product descriptions from being the same as 100+ online stores out there, you need to write them yourself. If you have a ton of products, start with the ones most important or most valuable.
Be sure to write in the language your audience uses to find and describe these products. Don’t use jargon or made-up words that only a few people will understand. Good product descriptions are easy to grasp and easy to read. Also, stay away from walls of text — use a good header hierarchy and break up the text with paragraphs and lists for readability.
Excellent product images are another great way to set yourself apart from your competitors. Your customer wants to see your products in detail. Even if you have an offline store as well, photos show what your products look like and give you that edge over competitors who just use the images provided by the manufacturer. Try to take authentic photos and do it yourself. Make sure they are high-quality and show your product in use to show what it looks like in real-life situations.
If you’ve shot good photos of your products, optimize them for the right size, compress them and give them a proper SEO-proof name. Use the product name in the image file name and the alt text when you upload it to your store.
Reviews are incredibly important for your business. Collect them, display them and add review and ratings structured data. It can nudge customers to buy your product or service. It also helps Google turn those reviews into highlighted listings in the search results — with stars and all.
Most shoppers look up reviews before buying a product or deciding on a service. While the availability of reviews on your product pages helps build trust, they need to be genuine. Don’t publish fake reviews or only publish the ones that paint your product or service in a positive light. Even negative reviews have a place! What’s more, how you respond to negative reviews says a lot about you and your business.
To increase the conversion rate and the total amount spent per cart, you can use a variety of tactics. One of those tactics is adding related products on your product pages and even on your checkout screen, although you need to test that second option so that it doesn’t harm the checkout process.
The same goes for a list of alternative products for the one a customer is looking for. An ‘Other customers also look at’ feature helps uncover more products for your customers, plus it helps them reach their goal more quickly. In addition, this helps your internal linking as well. By doing this, you make it easier for customers and search engines to reach different parts of your site.
For online stores, faceted navigation is a must-have on category pages. Faceted navigation — also known as product filters —, lets users filter their search to a more manageable level. We all know filters like size, price, color, brand, et cetera. Offering ample filter options genuinely improves a shopper’s experience on your site. Filters give them the possibility of finding a product with much less friction.
When set up correctly, they should work without issue. The problems with faceted navigation start whenever this system spits out a massive amount of indexable URLs, thanks to the filtered parameters. This could lead to duplicate content, index bloat, and crawling issues. These URLs mustn’t get indexed by Google.
Every online store will eventually reach a point where products run out of stock. How you deal with that is more important. Manage expectations by showing when this product will be back in stock. Or offer ways to keep them in the loop by offering to send an email when it’s available again. There’s more you can do to handle products that are out of stock, but it is important to act upon it to show potential customers and Google that you’re active and trustworthy.
Site structure is essential for every site — and the larger your site is, the more important it gets to keep it under control. Setting everything up transparently helps customers and search engines find their way on your ecommerce site easily. As Google uses the structure to understand your site, you need to think about how you link everything together. With proper internal linking, you can signal to Google which pages are the most important ones. It will prioritize these over other, less-linked pages.
The same goes for your navigation. Well-thought-out navigation doesn’t just please Google, but users as well. Search engines like Google use the navigation of your online store to uncover your content. They also use your navigation and your site structure to connect the various parts of your site.
Google, for instance, advises shop owners to add links from menus to category pages, from category pages to sub-category pages, and finally from sub-category pages to all product pages. It’s vital to link to all the products you want to have indexed. Don’t forget to add your most important pages and categories to the footer, as that is important real estate!
Other than having a proper navigation and site structure in place, you also need to link related content to each other. This shows search engines what pages and topics are related to each other and which pages are most important. It also helps site visitors find other related content or pages to the page their currently on, keeping them on your site and helping them find what they are looking for. When you have a blog, internal links also give you a great opportunity to link directly to specific products or categories that are related to that topic. Use internal linking to show the importance of pages and help users navigate through your site.
You shouldn’t underestimate the power of link building. These are links from other websites leading to your products and/or content. This is, to this day, an important ranking factor for search engines. Not just having as many links to your website as possible, they need to come from relevant websites and make sense.
You need to publish content that people will link to for this to happen. That doesn’t strictly have to be a blog post, but that could also be a buying guide, an infographic, a tool that helps people make decisions, original research, et cetera. Excellent, unique content has a bigger chance of getting links from relevant sites and people.
Another link building strategy is to reach out to your local community to get them to talk about you. Or you could invest in influencer marketing and digital PR to boost your online store.
You can sit and wait for people to show up in your online store, or you can act. While not technically SEO, marketing is still at your disposal — and there’s a lot you can do. We’ve already talked about content marketing, but we’ll also discuss social media, ads, and video marketing.
Everybody knows social media can do a lot of good when used right. So, use it to your advantage. It won’t help your store rank better, but it can help you get and build an audience. It can function as an extension of ecommerce SEO, and it is a wonderful way of contacting your customers. Social media marketing is essential for your branding — it’s where people can see you and what you do. Make the most of it!
Video is huge, and its growth is nowhere near stopping. Invest in video SEO if you have the budget. Just make sure it looks good and represents your business. With video, it’s important to know what you want to achieve. Do you want to get recognized on YouTube and have your videos rank well there? Then that’s where you should focus your attention as simply adding a few videos to your store won’t help in this situation.
Do you want to produce the best videos on your ecommerce site? Then you need to think about where you want to host these and how to make them click with your audience. Want videos to do well in the organic search results? That’s something else entirely. Figure out if you want to focus on videos for YouTube or your own site.
Running ads in the search results is another way to stand out from the crowd. It gives you the option to bid for specific keywords and — depending on your niche — can get you a relatively cheap way to the top of the search results.
Fledgling stores often rely on paid ads to get noticed in the search results. There’s nothing wrong with this, of course. But, with paid ads, you must keep paying, or else your stream of customers will dry up. It’s not a sensible strategy to just focus on running paid ads. Combine it with SEO, social media, and content marketing.
While it is good to focus on getting your products found in Google’s organic search results, most online stores also put effort into Google Shopping. Google helps customers find the best products for the best prices in the Shopping section. In 2020, Google made it free for merchants to add their products to the Shopping section. Simply sign up for Google Merchant Center, correctly fill in all the required data about your business and follow the guidelines.
If you combine your online store with a brick-and-mortar one, you must also focus on local SEO. Discover how your online and offline stores can support each other to strengthen each other. Write content optimized for your locale and build good landing pages that help you get noticed for searches in your area. We also offer a local SEO plugin that can help you optimize your website for a local audience. For instance, it adds proper business location schema structured data for your shop and helps you get your details in Google Maps.
Shopify is one of the biggest ecommerce platforms out there. And WordPress powers around 43% of all websites worldwide. Both WooCommerce and Shopify are excellent choices for your online store.
For WordPress sites, many of the ecommerce stores are powered by WooCommerce. It’s a solid platform that does a lot out of the box. Put the ecommerce tips from this guide into practice, and you are well on your way to an optimized store.
If your online store is on Shopify, you’ve chosen a platform focused on ecommerce. It comes with pretty much everything you need straight out of the box. If there is something you’re missing, there are tons of apps that can help you out. Although most SEO advice is platform agnostic and this guide will already give you lots of input, we also have a guide on Shopify SEO to help you get your Shopify store ranking high.
To help you quickly set up WooCommerce for optimal SEO, we built the WooCommerce SEO add-on for Yoast SEO. Our WooCommerce SEO plugin adds several extra features while also improving the code WooCommerce puts out to make it more understandable for search engines. It’s an essential tool if you want to get the most out of our WooCommerce store. You can use this add-on with both the free and Premium version of Yoast SEO.
One of the most remarkable aspects of Shopify is that you can improve your store by running apps. There are apps for everything, from review management to email marketing and image optimization to cross-selling products. One of the most popular categories is ecommerce SEO, and we’re proud to offer a Yoast SEO for Shopify app as well.
Our app improves the technical SEO of your Shopify store while also offering features that help you produce the best possible product-related content. It comes with SEO and readability analyses, various controls for handling how Google crawls your site, and an impressive Schema structured data implementation that instantly helps search engines understand your products.
That’s it! You’ve just learned a lot. But although this is billed as a thorough guide, a complex topic like ecommerce SEO cannot be contained in one single guide. Where possible, we’ve linked to related articles that go deeper into a specific detail — read these to expand your knowledge!
IAB’s latest “State of Data” report reveals that despite recognizing its potential, 70% of agencies, brands, and publishers have yet to integrate AI into their campaigns fully.
Here’s a look at the study, which examines the current use of AI in advertising, the challenges of adoption, and the opportunities for success.
A report from the Interactive Advertising Bureau (IAB) surveyed over 500 experts and found that AI use varies across the industry:
One SVP from an undisclosed brand stated in the report:
“We have been slow to fully implement AI into our day-to-day processes. We are wary to go ‘all in’ until it’s become a bit more of a societal norm with a long-standing track record of scalable success.”
Companies using AI generally have positive experiences:
AI excels in data-heavy tasks, like audience segmentation and targeting, but struggles with tasks needing human judgment, such as RFP management and campaign setup.
The research found several barriers to adopting AI in media campaigns:
Interestingly, job displacement isn’t seen as a major issue, with only 37% identifying it as a concern.
Agencies, brands, and publishers face unique challenges with AI:
AI is changing media campaigns, and IAB’s report highlights some important points.
First, many companies are in the early stages of adopting AI, but this is happening faster than before. Companies without clear plans risk falling behind by 2026.
Second, companies need good data and solid governance guidelines to succeed with AI. Organizations should train their teams in best practices and set clear goals.
Standards for transparency, privacy, and reliability are still being developed across the industry. Companies that collaborate to set these standards will be best positioned to handle this change in digital advertising.
The full “State of Data” report is available through IAB.
Featured Image: eamesBot/Shutterstock
Recently, I did the math, and realized I’ve been in the biddable media business (search, social, programmatic, etc.) for over 20 years now.
(Shoutout to Didit.com for taking a chance on a Hofstra University senior with no experience and giving me a paid internship.)
In those 20 years, I have looked back at all of the changes within the industry, including but not limited to:
But, what really has changed in my mind is how we view support and insights from the platforms.
Google and Yahoo had true human support, and we took their recommendations as gospel.
There were few to no automated recommendations telling us to spend more, and when the platform reps made a suggestion, it was taken as a degree of good faith.
Before I go off on a rant, I should provide a disclaimer that I have numerous friends at all the major platforms in the U.S.
I’ve applied for jobs at all of them and have also been offered jobs from some of them. So, this article is not directed at a particular person or platform but the industry, in general, from the vendor side.
While I can’t pinpoint a precise date, I’d say around 2012 is when we really saw consistent evidence of shifts in platforms moving from “We want what is best for you and your ads” to “We have recommendations to move your business forward if you can just spend more, or adopt these things that will cause you to spend more.”
I was with a large holding company agency, running a bit of pharma and a lot of financial services advertising with a small team.
In my not-so-humble and completely biased perspective, we had one of the best search marketing teams around. We knew the industry standard and best practices, and we knew what would help or hurt the business – and so did our reps at “big search and big social.”
Suddenly, their recommendations were not best practices and would clearly drive higher spend and lower efficiency.
Even more noticeably, when something went awry, the reps we turned to to help troubleshoot would say something to us that gave me a cold chill down my spine: “You’ll need to file a support ticket for that. These are now handled by a different department.”
This was the beginning of us really having to scrutinize what was recommended to us.
Yes, I am well aware that robots are on their way to take our jobs.
But, I keep getting reminded that if I let the machines have at it, several brands would lose a lot of money for absolutely no logical reason.
Google budget reco for a lot more money but not a lot more production (Image from author, March 2025)
Meta making a recommendation for a function we don’t even have (Image from author, March 2025)
Bing recommending a move with a questionable network (Image from author, March 2025)These are samples of the same suggestions I get every day. The platforms want to drive our business forward, but ignore the following facts:
Yes, I recognize that these recommendations are both automated and optional.
But does that mean scenarios like these should be given a discount and not held to the same industry standards as others? There is only one correct answer: No.
We observe that the automated recommendations are faster, more real-time, and more correlated to actual data. But, the human-based suggestions have a human objective and the little bird saying whether these are actually a good idea.
We also note – and this is more specific to advertisers with a dedicated rep (and I don’t mean those you get for a fiscal quarter and call you at inappropriate times of the day) – that recommendations coming from them (while still salesy), are taking a look at the bigger picture, and making more specific recommendations to enhance your business.
Google wanting to expand into a network known to have questionable placements (Image from author, March 2025)This is a machine/AI recommendation to opt into a network I intentionally opted out of due to extreme amounts of invalid activity coming from it. (I have more trust in Jenn Shah of RHOSLC safely holding onto my SSN than this recommendation.)
This ratio of Google Search vs. Partner Network does not make sense (Image from author, March 2025)Rule of thumb: If the click volume in your search partner network is grossly exceeding your Google search volume, then there is likely something wrong.
Play stupid games, win stupid prizes … in credits, months later (Image from author, March 2025)Look at all those credits tied back to that April campaign (this outcome reminds me of Aaron Rodgers leading my NY Jets in 2024).
Meanwhile, my account rep gives me emails like this:
What a proper recommendation should look like (Image from author, March 2025)Net-net: Quantity (machine/AI) is not better than quality (human), but I will admit, it is faster.
While I may sound like a spokesperson for the anti-AI/anti-machine lobbyists, these systems can help save your butt here and there.
But, review these recommendations with a grain of salt while using them for a gut check.
Showing when something was forgotten (Image from author, March 2025)
Catching conflicts I would’ve missed (Image from author, March 2025)Yes, rep support is helpful, and sometimes, machine/AI can be helpful, too.
But, if you are not reviewing what happens in terms of placements, creative, or optimization, you may find yourself up a creek. This is particularly important on the creative side, especially if there are multiple layers of creative approval.
If you do not disable auto-apply, or you let Advantage+ run without oversight, then creative may not meet legal department guidelines.
Nothing gives you a heart attack on a Saturday more than when your client calls to let you know that they saw their ad in a live video on a social platform about some nefarious activity, with part of the creative cut off inappropriately.
If you run Performance Max, you definitely want to keep a close eye on this.
What does this mean? If you have a degree of control over the machine rather than letting it run with it, take control. An extra hour of work now will save you 12 hours of fixing problems later.
Yes, you read that right. If you want to test out the machine functions and AI suggestions, and you have the control to decide how and when it executes the work, and you still don’t use it properly, well, then that is your fault.
This isn’t just isolated to creative, but it definitely is much more awkward with it:
I really don’t know how Meta thinks this will sell Corned Beef Hash (Image from author, March 2025)
Bing thinks that this is a Jamaican Beef Patty … it is not (Image from author, March 2025)But, this is the tip of the iceberg; this is the easy stuff to prevent.
When you allow it to add in music, create videos, adjust text, etc., you have the ability to prevent that. You’re even notified if you want to use it, and if you don’t take action, it’ll implement it. That is on you.
To do a very long-winded cut to the chase, this is about separating support and recommendations made by the platforms and the reps from what are industry and standard best practices.
No, your Google Adwords (it’ll always be Adwords), Bing Ads (I refuse to call it Microsoft Advertising), and Meta reps are not out to ruin you financially, with the sole goal of getting you to spend more, by any means necessary.
But, they have quotas and adoption requirements they have to meet. Companies that are not charities are money-making machines.
So, sales-focused recommendations, auto-apply functions, and AI-generated suggestions are designed to ultimately get you to spend more money.
It is your job as the digital marketer to recognize which function, recommendation, and capability your brand should utilize.
Do not be bulldozed – push back. If the platform or the rep makes a recommendation, ask them to show the work and explain how it will help you meet your goal. After all, the platform’s goals may not be your goals.
More Resources:
Featured Image: Roman Samborskyi/Shutterstock
Google’s March 2025 Core Update, announced on March 13th and expected to complete its rollout this week, is creating turbulence in search results according to multiple industry tracking tools.
Data from Local SEO Guide and SISTRIX indicate this may be a highly impactful update.
According to tracking data from Local SEO Guide, which monitors 100,000 home services keywords, the week of March 10th showed the highest SERP volatility observed in over a year. This aligns with Google’s official announcement of the March Core Update on March 13th.
SISTRIX data confirms these findings, with its Google Update Radar showing movement beginning March 16th across both the UK and US markets. The company monitors one million SERPs daily to track the update’s impact.
Local SEO Guide identified several clear winners and losers in their tracking data. Sites gaining the most visibility include:
Conversely, sites experiencing the most significant drops in visibility include:
SISTRIX’s analysis revealed additional impacted domains in the UK market, with significant losses for quora.com (-15.76%), vocabulary.com (-10.93%), and expedia.co.uk (-20.60%). Government sites weren’t spared either, with hmrc.gov.uk showing a dramatic 52.60% visibility decrease.
The retail sector has seen interesting shifts. SISTRIX data shows that notonthehighstreet.com experienced a 56.28% visibility increase in UK searches, while uniqlo.com saw a 76.12% gain.
On the negative side, several retailers lost ground, with zara.com dropping 24.00%, amazon.com declining 13.84%, and diy.com falling 7.75% in visibility.
Andrew Shotland, CEO of Local SEO Guide, identified several potential patterns in this update:
Two forums, DIYChatroom and GarageJournal, saw visibility drops despite having experienced a 1,000%+ increase over the past year.
Shotland notes this may not be a direct demotion, but Google is elevating sites like Reddit alongside features like Discussions and Forums widgets and Popular Products grids.
Sites like Bluettipower.com, which appears to have created thousands of data-driven pages likely using AI, have seen visibility declines. Other sites with “kitchen-sink, made-it-for-SEO” content are similarly affected.
Unlike some updates targeting specific niches, this core update affects sites across various sectors, including retail, government, forums, and content publishers.
Google has provided little information about the improvements to its search algorithm in this core update. The full effects may not be clear until the rollout is complete.
Google’s March Core algorithm update is still rolling out. Search Engine Journal will monitor changes and offer updates as more information becomes available. Please continue sending in your reports.
Featured Image: eamesBot/Shutterstock
Right now, YouTube marketing has become even more important with all the changes happening in the current digital landscape.
What is also important is keeping up with trends and strategies to ensure your marketing stays fresh.
As I said in a previous article, “I learned a long time ago that the video sharing site changes about one-third of its major features every year.”
So, six out of 10 of your best practices for YouTube that worked 21 months ago need to be thoroughly revised.
For this year, here are 10 new YouTube marketing strategies – along with the latest tips, recent case studies, and fresh examples – that you should use while they’re at their peak in terms of effectiveness.
YouTube still tells creators:
“Our algorithm doesn’t pay attention to videos, it pays attention to viewers. So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.”
This means that market segmentation, dividing an audience into smaller groups with similar characteristics, remains crucial for effective YouTube marketing.
What’s new about this strategy? Instead of only using demographics to segment audiences, brands should also focus on reaching, engaging, and retaining groups of people with specific interests and intents.
The Audience tab in YouTube Analytics provides detailed information about your viewers, including demographics, viewing frequency, and traffic sources.
Understanding this data can help you create content that better resonates with your audience and increases engagement.
Read everything you can about audience research – its definition, importance, distinction from market research, current trends, different research methods, and strategies for long-term effectiveness.
According to Tubular Intelligence, Red Bull uploaded 8,016 videos in 2024 to 49 YouTube channels with different target audiences in 16 different countries.
The brand’s videos got a total of 9.2 billion views on YouTube last year.
“Playing This On Loop,” which was uploaded on April 26, 2024, was Red Bull’s most-viewed video, with 467 million views.
According to Tubular Intelligence, Hasbro uploaded 7,064 videos in January 2025 to 114 different YouTube channels, with different target audiences in 27 countries.
The brand’s videos got a total of 2.2 billion views on YouTube that month.
“Peppa Pig Tales,” uploaded Jan. 17, 2025, was Hasbro’s most-viewed video, with 6.1 million views.
YouTube still tells the press, “More than 500 hours of content are uploaded to YouTube every minute.”
Viewers choose what they want to watch based on age-old desires: to feel informed, entertained, connected, or relaxed – but they also want to see high-quality video content.
So, a difference in “quality” is what makes viewers feel that their time was wasted or well spent.
This consumer insight calls for an updated content strategy. Why? High-quality video requires a fresh blend of technical skill and emotional connection.
For example, a Google and MTM survey of 12,000 video viewers in Europe, the Middle East, and Africa found that viewers expect clear visuals, good audio, and proficient editing, but they also value content that evokes emotions, feels relevant, and holds personal meaning.
While 4 of 5 viewers judge quality based on whether they feel their time was well spent, 9 of 10 believe both technical and emotional aspects are crucial.
This means you should focus on creating high-quality video content that:
If you’re targeting users aged 18-34 years old, then high-quality video content must also:
However, if you’re targeting users aged 35 years old and above, then high-quality video content should also:
As I pointed out previously, Teleflora’s “The Power of Wishes” campaign, featuring a hospitalized boy and a magical snowman, was the most emotionally engaging holiday ad of 2024.
Created by The Wonderful Agency, the ad aimed to inspire donations for children with critical illnesses, and it elicited an intense positive reaction from 57.1% of viewers, placing it at the top of DAIVID’s Holiday Ads Chart.
“Don’t Eat Lava” from Reeses was the most mouthwatering ad from Super Bowl LIX, according to data from DAIVID.
The 30-second Reese’s ad, depicting people comically attempting to eat lava due to their love for the new Chocolate Lava Big Cup, was found to be three times more effective at triggering viewers’ cravings compared to the average U.S. response.
The social video platform also tells the press, “YouTube Shorts is now averaging over 70 billion daily views.”
In addition, YouTube’s short-form video experience is “clocking in billions of monthly logged-in users,” significantly more than Instagram or TikTok.
This means you need to master YouTube’s short-form video experience – even if you want to continue creating longer-form content or using other social video platforms.
To create effective YouTube Shorts, you should always tailor your content to your target audience, as well as ensure that your audio is clear and engaging.
But, if your marketing goal is to capture attention and build brand awareness, then:
But, if your business objective is to increase website traffic, leads, or sales, then:
To create short-form content from existing long-form YouTube videos, go to the watch page of your video on the YouTube app, click “Remix,” then select “Edit into a Short” to choose a specific segment of your video.
Then, add any necessary text, filters, or other creative elements before uploading as a YouTube Short.
This allows you to extract the most impactful moments from your longer video to create a concise clip optimized for the short-form format.
Corona aimed to increase awareness and ticket sales for its Cape Town Sunsets Festival by utilizing a digital video strategy focused on reaching music and beer lovers.
It achieved this by creating short-form videos, particularly on YouTube Shorts, which evoked the feeling of a sunset and featured popular South African musicians.
After testing various ad formats, it found this approach to be the most effective, resulting in 1.3 million views within a month and a 21.2% video completion rate.
According to Tubular Insights, McDonald’s uploaded 172 videos to 38 YouTube channels in 37 countries around the world in the last 90 days, which got a total of 167 million views and 3.1 million engagements (e.g., likes, comments, shares).
And it’s worth noting that 160 of the fast-food brand’s videos uploaded during this period were Shorts, which got a total of 127 million views and 2.9 million engagements.
The most watched and engaged of this fresh batch of Shorts was “New McCrispy, the sound of joy,” which was uploaded to the McDonald’s UAE channel on Dec. 23, 2024.
Today, it has 19.3 million views and 447,000 engagements.
In February, Neal Mohan, CEO of YouTube, announced:
“TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time), and according to Nielsen, YouTube has been #1 in streaming watch time in the U.S. for two years.”
Mohan added, “The ‘new’ television doesn’t look like the ‘old’ television. It’s interactive and includes things like Shorts (yes, people watch them on TVs), podcasts, and live streams, right alongside the sports, sitcoms and talk shows people already love.”
This means you should start producing more passive “lean back” content for relaxed viewing as well as continuing to create interactive “lean forward” content for engaged participation.
With viewers now watching, on average, over 1 billion hours of YouTube content on TVs daily, how do you produce more high-quality video content for the big screen?
Recognizing the growing trend of creators developing content specifically for television screens, YouTube is enhancing its TV platform with innovative features.
This includes a second-screen experience that enables viewers to interact with the content on their television using their smartphones, facilitating actions like leaving comments or making purchases.
YouTube is also experimenting with a feature called “Watch With,” which allows creators to provide live commentary and real-time reactions to events like sports games.
Initially tested with the NFL, this feature will expand to other sports and content types.
So, while YouTube is actively reshaping the television experience for a new generation of viewers, you should use the test-and-learn approach to evaluate innovative features and diverse content, as well as analyze the results.
Doing this successfully requires a change in roles and responsibilities. You must now play the role of a “showrunner,” taking full creative leadership of this project.
This entails managing all creative elements, directing the team of writers, directors, and actors, and making critical narrative decisions to maintain a consistent vision throughout the entire production process.
Sports content on YouTube experienced a significant surge in TV viewership in 2024, with watchtime increasing by over 30%.
For example, “Saquon Barkley wanted the young guys to play #shorts,” which was uploaded by the Philadelphia Eagles on Oct. 21, 2024, got 11.7 million views and 574,000 engagements.
Kylie Kelce launched a video podcast, Not Gonna Lie with Kylie Kelce, on Nov. 25, 2024, where she addresses rumors and discusses women, sports, and motherhood.
Today, her YouTube channel has 6.6 million views, 267,000 engagements, and 291,000 subscribers.
On Feb. 26, 2025, YouTube announced that “there are more than 1 billion monthly active viewers of podcast content on YouTube.”
This milestone also makes YouTube the most frequently used service for listening to podcasts in the U.S.
Branded podcasts are a terrific way for brands and organizations to market their products and services.
YouTube’s podcast platform simplifies discovery and consumption, making it a popular starting point for finding new podcasts.
So, if your brand doesn’t already have a podcast yet, then this is the right time to propose one – and YouTube is the right place to host it.
Before pitching your idea to executives, start by watching and listening to 10 of the best branded podcasts on YouTube. These include:
Instead of directly pushing products, build a loyal niche community by offering valuable, related expertise and fostering authentic engagement on YouTube.
Black Kitchen Series by Heinz collaborated with the LEE Initiative, Southern Restaurants for Racial Justice (SRRJ), and more than 60 Black-owned restaurants across the country to identify six Black-owned restaurants that have been instrumental in shaping the foods and flavors we enjoy today.
It won the 2024 Webby Award for Best Branded Podcast or Segment.
Ninjas are Butterflies is a wildly funny podcast hosted by Josh Hooper and Andy DeNoon.
Produced by Sunday Cool, a small custom apparel company, it delivers a mix of bizarre stories, over-the-top conspiracy theories, and plenty of laughs, guaranteeing a rollercoaster of emotions each day.
In the last 90 days, Ninjas Are Butterflies has uploaded 46 episodes to YouTube, which have received a total of 2.6 million views and 118,000 engagements.
For a short sample of their video podcast, check out “Surviving Snake Wine”
New research by Adilo on YouTube search optimization highlights the importance of engagement signals, the effectiveness of 8- to 9-minute video lengths, and the positive impact of channel authority on video visibility.
YouTube’s search and discovery system uses multiple algorithms. So, effective video SEO requires more than just optimizing for YouTube search.
You must also consider factors that influence how videos are presented on the Home feed, in suggested video lists, and within the Shorts feed, ensuring your content reaches the right audience across various platform features.
Adilo’s study of 1.6 million videos uncovered 19 key YouTube SEO tactics to maximize search visibility, encourage viewer participation, and increase video viewership:
To increase YouTube video visibility, don’t rely solely on the platform.
Embedding videos on relevant websites and blogs adds context and directs traffic. Sharing on social media expands reach and audience engagement.
Using email marketing fosters immediate viewership. Adding videos to press releases increases open rates, views, engagement, and shares.
On Sept. 17, 2024, Gillette India uploaded “Ab fikar kyu when you’ve got Gillette Guard that looks out for you?” This noteworthy video got 46.9 million views and 370,000 engagements.
According to Tubular Intelligence, that’s more than expected given the brand’s follower count, and it didn’t get views primarily from advertising.
Engagement signals played a significantly bigger role in this YouTube Short’s success than optimized metadata.
On Jan. 14, 2025, Oreo India uploaded “New Oreo Pokémon. Twist, lick, and play with ’em all! #PlayWithOreoPokémon.”
Now, there are optimized keywords and a hashtag in the title and description of this noteworthy video.
But, this YouTube Short got 7.6 million views and 431,000 engagements because the high-quality video content also told parents with kids to grab the new Oreo Pokémon pack, collect all 16 Pokémon, and get a chance to win a trip to Japan.
In February 2025, YouTube announced that creators (and brands) can now promote their Shorts directly in YouTube Studio with a “Promote” button.
Plus, their “promoted videos will be automatically shown to viewers who are more likely to engage with the promoted channel.”
A decade ago, the “YouTube Creator Playbook for Brands” urged marketers to “leverage paid video advertising to put your content in front of the right audience.”
Back then, only a few brands adopted this cost-effective strategy. But, with YouTube Shorts now averaging over 70 billion daily views, both big brands and small businesses should give this option a second look.
YouTube’s new “Promote” button in YouTube Studio allows brands to easily launch ad campaigns for Shorts, automatically targeting likely engagers.
Brands should first define clear campaign objectives like brand awareness, product promotion, or audience growth.
Optimizing Shorts with strong hooks, high production quality, relevant keywords, and clear CTAs is crucial.
Trust YouTube’s automated targeting while monitoring performance and refining based on metrics.
Start with a small budget, set clear goals, and A/B test different Shorts to maximize effectiveness.
Integrate Shorts into the overall marketing strategy by cross-promoting and coordinating with other campaigns and actively engaging with the audience.
To use the button, access YouTube Studio, select the Short, click “Promote,” set the budget and duration, review, and launch, then consistently monitor performance.
On top of regular channel growth and organic discovery, the “Promote” button can get your Shorts as well as your long-form videos in front of new audiences – helping you and your business reach your goals.
Although it’s too soon for case studies, check out the Product Link in the Bio video below to find creative inspiration.
Mavigadget, a product discovery platform, uploaded this Short to YouTube on May 29, 2024. Today, its noteworthy video has 625 million views and 9.4 million engagements.
Moody Gardens, a public, non-profit educational destination utilizing nature in the advancement of rehabilitation, conservation, recreation, and research, uploaded “Marley the Penguin Making Art with Janie” on Dec. 9, 2024.
This noteworthy video already has 51.3 million views and 2.3 million engagements. They could even afford to promote their Shorts.
In February 2025, Google Rolled Out ‘Veo 2’ Video Generation For YouTube Shorts.
This upgrade integrated Veo 2, Google DeepMind’s newest video generation model, into Dream Screen, YouTube’s feature that lets you generate unique AI backgrounds for your Shorts with just a text prompt.
As Mohan said two days earlier, one of YouTube’s big bets for 2025 is investing in AI tools that will “make it easier to create and enhance the YouTube experience for everyone.”
While brands will be tempted to adopt AI tools that improve their efficiency, they should also analyze their results and evaluate if the high-quality video content that AI helps them create is effective.
While AI’s creative potential is acknowledged, you should focus on adopting practical AI tools that assist your brand’s high-quality content creators with routine tasks. This includes generating video ideas, titles, and thumbnails.
In addition, AI is already being used to expand audience reach through automatic dubbing, with ongoing improvements and language expansion expected soon.
Crucially, YouTube prioritizes safety by developing tools that allow creators to detect and control AI-generated depictions of themselves, with a pilot program involving influential figures to refine these safeguards.
All these developments provide yet another reason to use the test-and-learn approach to evaluate innovative features and diverse content.
To increase the effectiveness of your high-quality video content, don’t rely solely on YouTube.
For example, AI software can instantly predict a video’s effectiveness by analyzing emotions, replacing costly audience panels, and providing optimization insights.
As I explained about how Coca-Cola failed to engage viewers with their AI holiday campaign, none of the AI-generated holiday ads in 2024 were considered to be impactful holiday campaigns.
The AI ads also failed to recreate the warm connection of the 2020 ad, although Secret Level’s AI version performed better than the others.
The 2025 Super Bowl was characterized by a strong presence of AI-related content and advertising, earning it the nickname “AI Super Bowl.”
Notably, “Dream Job,” featuring Gemini Live, achieved significant success with 44.6 million views and a 14th-place ranking on the USA Today Ad Meter.
In contrast, “Hey Meta, Who Eats Art?” garnered far fewer views and ranked 44th, while “ChatGPT | The Intelligence Age,” had moderate views but placed near the bottom of the Ad Meter rankings at 53rd.
According to the Influencer Marketing Benchmark Report 2025, 57.1% of brands use Instagram, and 51.6% use TikTok for influencer marketing.
Only 36.7% of brands use YouTube, even though it offers engaging short-form video content and significantly greater reach.
If most of your competitors are “leaving money on the table,” then your smartest move is “picking it up” by leveraging both YouTube Shorts and BrandConnect.
Focus on effectively using YouTube BrandConnect and Shorts through:
Strategic Creator Partnerships:
BrandConnect Campaign Optimization:
YouTube BrandConnect requires creators to have a minimum of 25,000 subscribers.
While engaging mega-influencers with over a million followers might seem appealing, it can be expensive and lead to less targeted audiences.
So, prioritize working with micro, mid-tier, and macro-influencers who possess subscriber counts between 25,000 and 1 million.
In 2024, Urban Decay successfully used YouTube Shorts with creators like Kelly Strack and Ashley LaMarca to promote their Naked eyeshadow palette.
This strategy resulted in a 278% increase in searches and a 3% rise in purchase intent, exceeding L’Oréal USA’s benchmarks.
The 15-second Shorts, like the one featuring Kelly Strack, directly engaged Urban Decay’s audience.
In the last 90 days, Great Stuff, DuPont’s insulating foam sealant brand, partnered with two influencers to create three YouTube Shorts, which got 16.8 million views and 935,000 engagements.
One of the Shorts, “We Fix a Drafty Window”, garnered 10.8 million views and 681,000 engagements.
Google Analytics 4 enables brands to track engaged-view key events – users who watch at least 10 seconds of a YouTube video ad and then perform a key action on their site within three days.
But, this feature is limited to YouTube video ads and doesn’t extend to Organic Video or other default GA4 channels.
Over 90% of people around the world say they discover new brands or products on YouTube.
How do you track or measure this? While YouTube Analytics, Google Ads, and GA4 provide a solid foundation for understanding “what” viewers are doing, they often fall short in revealing the crucial “why.”
To bridge this gap and gain a holistic understanding of viewer behavior, you should:
Move beyond basic view counts and subscriber numbers.
Use GA4’s event-based tracking and predictive metrics to gain a deeper understanding of viewer behavior and optimize your YouTube strategy for maximum impact.
This focus on event-based tracking, and the predictive nature of GA4, is a very up-to-date way to measure results.
Watch “How Hilton and iProspect maximized results with full-funnel campaigns” to understand the importance of matching the right creative to the right audience, which, in a time of shifting travel behaviors, led to notable increases in awareness, consideration, purchase intent, and booking conversions.
Cainz Corporation, which has 240 home improvement stores in Japan, used Oriient’s privacy-first tech to track in-store shopper behavior. This data optimizes store layouts, product placement, and promotions.
Watch “JP Cainz Video” to see how this experiment showed a potential 6% sales growth by enhancing in-store experiences.
I hope you take advantage of these 10 strategic insights, new strategies, tactical advice, latest tips, case studies, and fresh examples while they’re at their peak in terms of effectiveness.
In other words, their “Best if Used By” date is today.
To keep up with the latest trends and changes on YouTube and to ensure your strategies are effective, you should read YouTube’s official blog and adapt to algorithm updates, including evolving audience preferences.
If a new video format or feature becomes popular, experiment with it to see if it works for your channel.
Pay attention to emerging trends in video editing, content styles, and audience engagement techniques.
More Resources:
Featured Image: AlessandroBiascioli/Shutterstock
The online market for secondhand apparel should grow 13% annually in the U.S. through 2029, reaching $40 billion, according to a study from ThredUp, the resale platform. Other sources, including Credence Research, have released similar growth estimates.
The surge is creating ecommerce opportunities.
Culture, marketplaces, and economics contribute to consumer demand for used clothing.
Environmentalism and sustainability likely influence some buyers. Often female, younger, and engaged in popular culture, these shoppers are aware of the environmental impact of fast fashion, leading them to seek more sustainable alternatives.
Marketplaces such as ThredUp, Swap.com, eBay, and Facebook Marketplace have all made finding used, returned, or overstock clothing easier, as they surface items that would have otherwise sold from brick-and-mortar shops or yard sales. Buyers seek items that might be trendy, vintage, or just hard to get.
Economics is also influencing consumers. The ThredUp study noted that secondhand garment and shoe sales took off in 2021, perhaps owing to the dual economic impacts of Covid and the first set of U.S. trade tariffs against China in 2018-19.
Since 2021, tariffs on Chinese-made clothing have continued to increase. President Biden bumped them up in May 2024, and more recently, President Trump increased tariffs again, potentially making some new clothing items more expensive and driving shoppers toward the secondary apparel market.
With traditional retailing, large chains often have a competitive advantage from buying power and access to identical products at lower prices. The secondhand clothing and footwear market is different and, as such, offers an opportunity for small and mid-sized sellers.
Sources for used apparel include brick-and-mortar shops, estate sales, and closets.
First, the secondhand apparel market is inefficient. Many thrift stores and individual sellers are not web-savvy or familiar with local demand. The result is underpriced quality clothing. Knowledgeable resellers capitalize, sourcing those items and selling to a national or global community.
For example, a local thrift store may sell a vintage Levi’s denim jacket for $25, while the same item can fetch $75 or more on Depop or Etsy, thanks to an urban fashion trend 2,000 miles away. SMBs can acquire inventory at low prices and resell at good margins almost as easily as major enterprises.
Second, brand and trend awareness also creates an opportunity. Sellers who recognize undervalued luxury or vintage items can maximize profit by reselling on niche platforms aimed at buyers who understand their worth.
However, finding secondhand and vintage clothing to sell online is not easy. What creates the opportunity also makes sourcing inventory a challenge.
Here are a few approaches to finding used, returned, or overstock clothing and footwear.
For all of these sources, focus on quality. Buyers seek something cool, vintage, or sustainable.
Selling secondhand apparel is little different than any form of multichannel ecommerce. Merchants can set up a store on any popular ecommerce platform and advertise to drive traffic and conversions.
Social platforms such as TikTok, Instagram, Facebook, and X are proven channels for used products. Live streaming newly discovered items could be effective. Many prominent marketplaces — eBay, Mercari, Etsy — allow for secondhand and vintage clothing. Peer-to-peer portals such as Facebook Marketplace, OfferUp, and Craigslist are promising options, too.