Retailers count on Google Inc. for traffic. And there’s two main ways they get it from the search engine giant. One is by paying Google for traffic via pay-per-click ads that appear in search results. The second is by optimizing their ecommerce sites in ways that please Google and its ranking algorithms, thus making their sites appear higher in organic Google search results and driving more visitors to their sites.  


The latter—called search engine optimization, or SEO—requires keeping up with what Google’s algorithms favor and like about websites, which can change over time based on what Google deems searchers want.  


Marketing agency Merkle’s Q4 Digital Marketing Report suggests retailers are staying on top of Google’s preferences. Retail site visits stemming from organic Google search results grew nearly 40% in Q4 2020 compared with a year earlier. Far better than travel…

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