SEO Optimization On and Off Amazon with Jason Ryser, Chief Revenue Officer of Revity
March 31, 2020
Here’s a glimpse of what you’ll learn:
- Jason Ryser’s perspective about e-commerce businesses selling on Amazon
- Was Nike’s decision to pull its products off of Amazon a bad move?
- Jason explains why multi-level marketing (MLM) companies should consider formally entering Amazon
- Why Amazon gives value on product videos for registered brands and the importance of doing experiments on Amazon
- How to get a free Alexa from Buy Box Experts’ Eric Stopper
- Jason explains the shift from using keywords to key phrases in search engine and the role voice search plays in it
- Why Google prefers mobile-friendly brands and how it quantifies user experience
- What are Amazon snippets and how you can formulate questions that will lead customers to your page
- How marketing brands can use voice search to drive people to their websites
- How to get in touch with Jason Ryser and Revity
In this episode…
For any e-commerce business, understanding the psychology & behavior of customers is the key to keep your sales going up and to maintain brand relevance. But few businesses appreciate its value and those that do, don’t necessarily know how to do it right. And when you’re doing business in online marketplaces that are as volatile as Amazon, you need to be on your toes and be aware of every change that’s happening to maximize the opportunities that become available with each new update.
Join Eric Stopper of Buy Box Experts as he talks to this week’s guest, Jason Ryser of Revity about how to grow your brand both on and off Amazon and get some of the best tips on how to improve your digital footprint, how to optimize your SEO to reach your target audience, how to make the best kind of video for your Amazon registered brand, and how you can uncover customer behavior online.
BONUS: Tune in to find out how you can score your very own Alexa by answering the question that Eric has for the listeners of Buy Box Experts.
Resources Mentioned in this episode
- Buy Box Experts
- Buy Box Experts on Instagram
- Amazon’s Alexa Voice Service (AVS)
- Apple’s Siri
- Microsoft’s Cortana
- Jason Ryser on LinkedIn
Sponsor for this episode
Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace.
The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.
Buy Box prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.
Learn more about Buy Box Experts at BuyBoxExperts.com
Welcome to the buy box experts podcast we bring to light the unique opportunities brands face in today’s e-commerce world.
Eric Stopper 0:18
Hey and welcome to the Buy Box Experts podcast This is Eric Stopper. This episode is brought to you by Buy Box Experts we take ambitious brands and we make them unbeatable. We have a team of consultants who will go through and we’ll look at your aces on Amazon we’ll evaluate your business as a whole will ask you a lot of really hard questions but these are things that are going to help you build your business. So if you’re an Amazon seller or an Amazon vendor, I don’t care and you want to make more revenue. Go to BuyBoxExperts.com click on the free analysis button you’ll be connected with a member of my team or myself. And we’ll make sure to keep it nice and brief. It’s free right now. It will not be Be free in a few weeks and so just know that like our time is getting more limited and so we want to be able to help as many people as possible but our consulting is just it’s crazy after the turn of the year it’s been pretty not so good to BuyBoxExperts.com click on the free analysis button and let’s get started. Today I am pleased to have Jason Ryser the Chief Revenue Officer of remedy and if you’re curious remedy, the word is actually the combination of revenue and integrity. They’re a digital marketing agency that specializes in SEO, content marketing, video production, website optimization, email marketing, the list goes on and on. Just go check out their website if you want to make more money if you want more visibility, go talk to remedy. Their team focuses first and foremost on social psychology and understanding how customers behave and interact with products and services. Jason is responsible for bringing new business into revenue. So he and his team they’re in a unique position to know really general broad concepts about business but they also get into the nitty-gritty, nitty-gritty details, you know, kind of a swim at the top like a snorkeler, and then they dive down and find the treasure. Jason is a proud father of three. He’s a loving husband, a gun enthusiast, I brought him on the show to share his knowledge about online purchase behavior from the perspective of a digital marketing agency. And they look at all aspects of the business. So he’s got a unique perspective. Jason, welcome to the show.
Jason Ryser 2:36
Thank you, Eric. I’m happy to be here. Thank you for the kind words and introduction, of course.
Eric Stopper 2:42
Now, for Buy Box Experts, the focus is primarily Amazon and that’s not really your sandbox, but I do want to start off and just ask, how do you look at Amazon in the grand scheme of things
Jason Ryser 2:56
an intricate part of almost any issue commerce business moving forward. I mean, Amazon is a unique animal. There’s no one else out there like them. And what a lot of people don’t understand is how much your online efforts for your website and brand as a whole affect your Amazon sales. In fact, we’ve been able to see direct correlations between social marketing and running social marketing, even if we’re pushing to the website and a direct correlation to increase revenues on Amazon. And why is that? Because it’s such a trusted source. I mean, if you see an ad on social media, you click on it, and you go to a website, and it’s a product that you like, but you don’t know who this company is, you don’t know if you can trust them. People automatically are trained to default to look for Amazon and that’s exactly what people do. And the trend is going that way more and more and more so as an e-commerce business, it is hard to see you Amazon not being part of your strategy as you’re trying to scale.
Eric Stopper 4:07
So you think that if, I mean, let’s take the big the big gorilla in the room, right? Nike, right? They just pull all their stuff off of Amazon is that a bad move for them in the long run,
Unknown Speaker 4:20
Jason Ryser 4:22
as an initial as a big as a brand, as they are, they’re probably going to be just fine. However, like to me, I look at that and say like, why, I mean, obviously they’re looking at data as to why they’re not making as much here. But I’d be willing to bet that a big part of that was as they were realizing how much of their customer base because you know, they’re looking at nothing but data. My guess is they saw the writing on the wall of how much sales were going towards Amazon versus towards them. So I can only speculate, but my guess is they thought there obviously would be a better business they would make more revenues. By keeping everyone on their site versus allowing people to go to Amazon because again, the trust factor is a big part as I was speaking to with Nike, you don’t have that. But you do have it’s just the absolute ease. I mean, pull up an app on your phone, they have the one-click buy what you want, boom, it comes straight to your done. Right? I don’t think that that’s necessarily going to affect them. But they’re a very, very, very established brand. But it also, to be honest, wouldn’t surprise me. If they make that move back when they see as a whole. It wasn’t a right move in you know that that’s what will happen if well if the result is not what they’re looking for.
Eric Stopper 5:42
Yeah, they’ve done this a couple of times, Apple pulled their products from Amazon. I don’t remember what it was maybe back in 2007 or eight or so. I have to go and check on that. But I think arbitrage had a lot to do with it. Right because I’m selling to all these Nike outlets. So a punk kid can go and buy a product 70% off and then go listed on Amazon. I think they were having issues controlling their channel.
Jason Ryser 6:07
But is that going to help them control that aspect anymore?
Eric Stopper 6:10
It’s just like wiping it clean right and saying anything with Nike,
Jason Ryser 6:15
Nike. That means if there is something Nike on there, it’s illegally that
Eric Stopper 6:18
it just gets combust. Yeah, Amazon made that deal with them to just say like, no Nike products, yes,
Jason Ryser 6:23
that maybe if you’re Nike, they would put some Amazon put some algorithm in place to really crack that down. But I know a few of my clients like really big like, LifeVantage is a client of mine. Hmm. And they’re a big MLM. I mean, they don’t sell you got to go through a distributor to be able to buy it. Their biggest problem is, is their products continuing to get on there and they don’t sell on Amazon, and they can’t compat it enough. Like they send the cease and desist letters every day trying to get that stuff brought down. So it’s gonna be interesting to see how big of an ecosystem Amazon is, how well they’re gonna be able to control that.
Eric Stopper 6:59
Yeah, I think For these MLM companies, we were having a conversation with Nu Skin as well. And unique actually, those are two for those of you who don’t know, those are two big multi-level marketing companies here in here in Utah. And if they heard me call them multi-level marketing they would they would cry because they call it something else but they will have products diverted onto Amazon there is a 100% chance of that especially as big as they are. So for them in your mind, right if they cannot avoid the fact that their products will be diverted and should they just embrace it?
Jason Ryser 7:35
I think so. I don’t see why not. Maybe just jack up the prices you’re you may not be making as much as what’s the biggest thing you hear well, I don’t make as much and Amazon will true but you can make up for that in volume. I mean, that’s Amazon’s whole model makeup pennies off of a trillion transactions
Eric Stopper 7:54
know like, I think Yeah, and I don’t know for life. edge specifically, right? Like their customer, their customer lifetime value is probably pretty long, right? We’re talking
Jason Ryser 8:07
absolutely get somebody into the pharmaceuticals there. I mean the products that people use and will use continuously ongoing. I mean, just like anything you find a product that you like, I mean MLM historically has really good products. They’re also not the cheapest, but absolutely, people are going to use that time and time again.
Eric Stopper 8:27
Yeah, I wonder, I wonder what shift they’ll make. So I want to switch gears a little bit. There was an article back in 2017. Where this is one of your articles. I think it was on LinkedIn, you talk about the fundamentals of creating a great marketing video. And it was a great article. Go look at Jason riser on LinkedIn, he’s got a bunch of stuff associated with his name on there. Now on Amazon when you are brand registered you meaning you have a trademark right and you can put in all the extras like enhanced brand content storefronts, But you have the opportunity to put it in a video. So, I want to get into the process of how someone interacts with a listing, okay? Because this is very much social psychology, right? So if someone lands on my page, I want to give I want the highest chance that they are going to push the Buy Now button right or even like input their email. So this as of this recording tic tocs blowing up, right, like video first all the way?
Unknown Speaker 9:29
Eric Stopper 9:31
Do you think that the objective should be to get them to watch the video when they land on a listing? Or should you replace it and just use infographics or text like what do you think is kind of the best practice for a listing on a website or Amazon? I mean,
Jason Ryser 9:50
again, you just go back to the data. All the data supports that the way consumers and the majority of consumers are consuming them. Content these days is via video. It’s, they find it simpler, it’s easier, it’s more concise. You’re always gonna have those individuals that like to get into the nitty-gritty and read about it. But you control the messaging so much more, or I should say, and the delivery so much more through a video, you can sell them so much more through a video than you can through even text, because you can control how someone reads text and what they read and how they can’t control that as much. So video is absolutely the way to go. And it’s the future of the present and the future of content marketing. So let me warn more. If you don’t have a strategy built around video over the next five years, brands are going to lose, they’re going to lose.
Eric Stopper 10:52
I couldn’t agree more now. a philosophical question for you, Amazon Maybe it’s more of a question of form Amazon allows you to put in a video and the video always shows last. Always without exception, it’s a white background photo. And then usually like six to seven other photos, you can put whatever you want in there as long as it’s not like porn or
Unknown Speaker 11:16
Eric Stopper 11:18
and then the video. So I’m a customer of Amazon right and I land on a listing, wouldn’t I want to make it so that the first time that I scroll over, I get the video? What do you what do you think?
Jason Ryser 11:33
Absolutely. I mean, you gotta imagine Amazon has some statistical reason why they’re doing what they do in terms of displaying the video. And I know that a lot of them I don’t know like a percentage of accounts on there that are branded or even have access to a video, but to me, that’s the first thing I want people to see when They come on a landing. If I have a video that’s been nurtured and created to help sell someone and stack the value of my product, that’s the first thing I want to see. So I got to imagine in time, it very least, Amazon’s gonna make that a lot more accessible. And here’s the thing is, I mean, when it comes to a video, I mean, you don’t know it even has a video until you get to that point, correct, right?
Eric Stopper 12:26
unless it has video in search. Some people have that capability, but most do not.
Jason Ryser 12:30
Mm hmm. So again, you gotta imagine they’ve seen something that’s the reason why they’re doing that. But the way every trend is going when it comes to video on every social platform is consumers want video. So I believe that’s going to be an even more intricate part of Amazon strategy moving forward and how it’s in I think it’ll even be opened up to more listings, as they move forward, just because that’s what consumers want.
Eric Stopper 12:58
So I almost wonder right like, if If I am building a listing for a client and I keep this video aspect in mind, I have Brand Registry so I have the capabilities to do that. I can’t move my video to the second position and still have all my other photos in there. It’s picture, picture, picture video. Should I just like, should I remove all of the things that are in the way of that video and then maybe because you can, you can use enhance brand content down below. So maybe prompting them to scroll down the page and look at the enhanced brand content at the end of the video. And just having your white background photo and your and your video present and the main meat of the listing. What do you think about that?
Jason Ryser 13:40
So I mean, me from an analytical standpoint, I’m going to look at that and say especially let’s say you have a brand that’s doing a product that’s selling really well on there. It’s like how much do you want to deviate from what’s working? So what I would do is if this was an option if I had multiple products on in my store That was one of the sales, I would actually test it. I would actually say before I just went and implemented across saying, hey, all the studies are showing this. Well, let’s see it, you test it, the data will always tell us what to do. And again, we can’t I know that we’re only limited in how much Amazon will let us see in terms of the data. But we can still track the I can see the conversion rate. Yeah, exactly. So that would be an interesting test is to run let’s see, if over a month period of time, if we tried that we removed everything else kept the video, so it was predominant. And then on another product kept as is and see at the end of the month, what at what performs better. And you may need to give it a little bit more time than that. But the data will always tell you if that’s the right move. I’d be willing to bet that it would be and I just believe that most people default to want to see is there’s something I can watch about this to learn more and helps people understand and breaks down the product even better.
Eric Stopper 14:57
Right. So for those of you who are listening, I’m gonna try this on some of mine and see if it works. But if someone can message us on Instagram a Buy Box Expert and show me data that shows an increased conversion rate over a statistically sound methodology right? Like you do it for enough time. I’ll buy you and Alexa. So I’ll get you an Alexa, send me the data on Instagram. I’d love to, I’d love to see it Because that helps us do our job, right. Like we want to know exactly the best things to do. But I don’t want to test it on all my clients. Do you know what I mean? I want to figure that out from the onset. So there’s an Alexa on the line. I actually do want to go back there’s one thing that you mentioned earlier about how when you advertise to somebody you get, you know, Instagram ads, Facebook ads, very top of funnel. They click on it and they land on a website or the little pop up on on Instagram. And then they leave. Right they leave to Amazon and then they go in they search on Amazon I don’t want them searching. Right? I want them going right to my listing if they’re gonna if they’re going to get there. So, as a matter of practice, do you think that people should have a way to get from that website to the Amazon listing directly? Or should they still leave that barrier and make the person go search on their own?
Jason Ryser 16:21
I think it’s I’ve seen both again, I think it’s looking at it. Every business is unique, and you need to look at as as as a business as almost an individual. And in some cases, you may want to have a button right there that says, hey, more comfortable check out on Amazon, and other cases you may not I always lead back to when a client asked me this because I had clients What should I do? Should I do this? I know a big percentage of my clients are already going over and buying on Amazon should just make that path easier. And again, my thing is, let’s test it. Yeah. may not be digital is you don’t have to speculate. We can speculate until we test it, and then we know what the right move is. So when it comes to pushing to Amazon, ideally, you’re going to find most people be like, well, I make more money on the site. Well, but if your conversion rate is that much higher by directing them over to Amazon, you’re making more money through more transactions. So again, it still comes down to Wayne it, maybe we add a few all it would take was is, if you know, obviously, if there’s a website that has, you know, multiple product offerings is to test a few of those products with that button and see what it does the conversion rate on the Amazon side and on the website side. If we can find the correlation there and then we can implement that across the board. Almost always though, I’m going to even if I’ve seen success in a certain circumstance where having the button leading straight back to Amazon or not having it works. I’m always gonna say hey, this is what I’ve seen historically happen for this type of business, but let’s test it with yours before we implement across the board sure, that makes him always the key because we have that ability these days to test everything.
Eric Stopper 18:22
So the conversation then is a sale Yeah, you’re gonna give a little bit more away to Amazon but you, you if you have a lower chance of losing that sale. If you know, put that button that says, hey, go check out our reviews or Hey, go look at us on Amazon, you’d want to do that, you know, you want to keep everybody inside of your funnel once they go to the search bar on Amazon, you’re pretty much doomed because any of your competitors could be bidding on a sponsored brand and a bunch of sponsored products on your campaign. Like if I get an Instagram ad from one of my competitors Holy smokes like I’m gonna be bidding on their brand name all day. Because I know they’re losing clients on the pilgrimage over to, to Amazon from their website or from Instagram. really insightful. I want to get into something that you have brought up to me. You notice that there’s a paradigm shift today, from keywords to key phrases. Can you tell me a little bit about that?
Jason Ryser 19:21
Yeah, I mean, really, in its simplest form, it comes down to voice search.
The number of people I mean, I think it’s over 30% of Americans have a smart device in their home such as you know, whether that be Siri Alexa Cortana, etc. And they use that for searching. And so it used to be you know, you needed a dentist that you’re looking for. Let’s just do like a local example. You pull out your phone you look for dentists. Maybe a search dentist and if you search dentists in the geographical area you’re looking in, well now it’s all about, you know, hey Siri or Hey Alexa. And, you know, it’s a more natural, you’re talking to it. You’re not just saying if you’re asking someone for somebody, you don’t just say, dentist, you know, you’re gonna be like, Hey, where is the, you know, show me the dentists that are in a merge, or show me the closest dentist to me, or so what do
Jason Ryser 20:30
I do? And I have a, what do I do? And I have a tip to think.
Eric Stopper 20:34
Exactly right. Like,
Eric Stopper 20:36
how much does a root canal cost?
Jason Ryser 20:39
Yep, like that. other day, I was looking for some headphones and I was on my phone and I actually started using Cortana more on my PC, and I just said, Hey Cortana show me the best noise-canceling headphones. Boom, just like that. And then I tested that against the difference. Search like just noise-canceling headphones. Yeah, searches were complete, totally
Eric Stopper 21:04
different. Who is the one that won the voice? Do you remember,
Jason Ryser 21:08
though? Which, which product? Was it? Yeah, it was the so I was actually looking for buds. And there are the Sony wireless buds that actually they say have the best noise-canceling on market. You can wear them the new Apple’s new ones that came out. So but those were the pods that it’s different when it comes to the headsets as well. Yeah. But again, it’s it was it amazed how different the search result was when it wasn’t the exact same search, but I was asking the same thing in a different way. Mm hmm. And so again, if I mean I think it was is I wanted to say I know it was between 50 to 60 people are now using voice to for their searches. I mean Google one of them. Exactly. I do it a lot too. I mean, it depends on what I’m looking for. But we’re transitioning that way. And the people that aren’t doing as much are the older generation. I don’t consider myself the older generation, but I’m getting there. Do you know what I mean? Okay? Like, I mean, even my daughter, I always telling my daughter, honey, text your phone, don’t just talk into it. That’s all she does is she just talks into her phone? And it’s like,
Eric Stopper 22:27
she’s Walkman. She’s, she’s ahead of the curve.
Jason Ryser 22:29
He’s ahead of the curve. And part of me is like, you know, it’s like, oh, you know, by texting it, you’re gonna learn more. But this is the world that we live in now. Right? It’s the world that our kids we live in this screentime world where their entire lives are going to be more evolved around screen time. And with voice, it’s eliminating that screen as well. So we can just say it and it spits the answer back to us.
Eric Stopper 22:55
I mean, Syria is essentially my virtual assistant here in my office, right? I asked. Gotta do everything for me to text people to call people to take notes to add calendar events like, yeah, if I do the same thing, and I think the key takeaway, right it kind of coming full circle is if you are not optimizing for voice and conversational key phrases in, in this new digital age, you are number one, you’re doing it wrong. And number two, you’re setting your business on a course to fail. I think you’ve done that earlier, you will die if you do not adapt.
Jason Ryser 23:28
It’s amazing what you see, and you can’t tie it. Just studying analytics. I’ve been in this business for nearly 12 years now and started off in the SEO space and seeing the evolution of SEO and you know, just digital marketing as a whole. But to see people’s, you know, some of the core changes that Google’s made in their algorithms when people went from dominating the search. Just an example of you know, mobile. Google has slowly made it so if you’re not more mobile-friendly, it is going This seriously hurt your rankings.
Eric Stopper 24:02
Oh, they actually decrease your rank. If you’re not mobile-first,
Jason Ryser 24:05
they do decrease your rank. And not only they just rolled out this year. So that’s been the case for a while. But it’s kind of been the Slow, slow progression of like it becomes more and more and more valuable to be mobile-friendly. And obviously 24. You can you know, why, yeah, Want you to be more mobile-friendly. But you’ve seen this, this progression, where they’ve made that more and more and more important, well, this most recent update that Google had, they put a bigger emphasis on that than ever before. Meaning that you will absolutely notice a big difference if you are not mobile-friendly. And do it because why? Because it’s bad user experience, right? I mean, and ultimately, that is the heart of Google’s algorithm this day is user experience. Yes, there’s keywords and key phrases there’s, you know, strength and backlinks. But user experience I’ve,
Eric Stopper 25:03
I’ve got a question on that front. How does Google quantify user experience? Is it purely just based on bounce rate, conversion rate? Time viewing videos, stuff like that? Like how do they calculate customer experience?
Jason Ryser 25:18
So I mean a
Jason Ryser 25:20
million different ways in which, which they do. But really, they want someone to be able to come to a site and get the answers, or the products that they’re looking for and as few steps as possible and the knowledge to be able to make those decisions if someone comes in, which is why you see like Google snippets becoming such a prevalent thing these days, people are asking questions and are asking questions, and the search engines want to be able to give those answers. And so when someone comes to a website and they find you you need To make sure that that search correlates directly with what they’re finding, and they’re able to navigate that effectively to get the answers that they’re looking for. So if they come to a site that’s not mobile-friendly, and people are happy to do the pinch and go in, and yes, they’re looking at the bounce rates and everything, but it’s more of a is this giving people the answers that they’re looking for? And is it breaking the content down in a way that is consumable and understandable?
Eric Stopper 26:29
Well, I want to make sure that I understand the snippets that you’re talking about, is that the little like if I ask a question, and it gives the nice big bold answer at the very top, okay, so case study for you. So, I get asked questions about Amazon all the time that are very binary Yes or no? Right. And they could probably find it online if they look, but there are not snippets for answers to these types of questions because they’re really niche, right? Like, I could ask for the birthday of Dwayne Johnson and it’s like, boom, serve that up like no problem because it’s Don’t
Jason Ryser 27:00
give you additional questions. Do you want to know how old his dad is? His daughter? Is it? Yeah, I think I just like watching movies,
Eric Stopper 27:06
then. Yeah, all kinds of so I have people asking me Like for instance, here’s an example. does do Seller Central account holders have access to the vine review program on Amazon? The answer is the answer is no. Right? You don’t get access to vine if you’re on Seller Central you only get it if it’s on vendor Central. So how do I as the keeper of that knowledge? How do I make a snippet for a question, to pop up with that nice bold text? It just says no, it’s only available to vendor Central. What’s the
Jason Ryser 27:46
the process by which somebody does that? I mean, really, it would be. For example, Buy Box Expert you guys are under authority in your industry. Thank you, but you guys have a blog. Now I can tell you that those questions that you’re answering those key questions, if we were to structure a blog, and it’s all about the way we structure it and give the answer through your site, the way that we structure it, it’s going to dictate how we pull in and that snippet, things need to be structured a certain way. So because you guys have strength, because you guys have authority, I’d be willing to bet if we put a blog out answering those questions and general questions around that we’d be able to get a snippet to be able to pull in with the next couple of months through Buy Box Expert’s site. Now through Amazon itself. I mean, Amazon is obviously different animals different structures. But if you as an authority, if people are looking for that and people are you know that that search is happening online, we should be answering those questions in the blog and structuring a way to where we can answer those questions. Before you know the ever asked to you. Um, so it all comes down to blogging and blogging the right way and the way that you structure it. Google is particular, in how they’re ranking content these days. And the reason that being is because people are just putting out a lot of crappy content, crappy content, you know, just trying to rank just trying to rate so the focus is on value. So if you’re an authority, like if I was to write something about Amazon and put it on my site, I could probably get it to rank at some point, but you guys have that authority. And Google sees you as that. I bet you you rank right away for that.
Eric Stopper 29:40
So so all of the past blogs and everything the fact that we’re relevant for keywords like Amazon strategy and Amazon consultant and stuff like that will make it easier for our snippet to appear at the top.
Jason Ryser 29:52
Yes, it all comes as answering questions. That’s pretty cool. is Google though they have identified you as an authority, there’s no question. And so but there are things we can do to further build your authority as well. And how we structure blogs and the way we answer questions is there’s a direct correlation
Eric Stopper 30:14
that makes sense. So that’s probably a bad example because I saw I just looked for do Amazon sellers have access to vine turns out I’m wrong. They just opened it up as of December 10, 2019, on Seller Central Amazon’s vine reviews now on Seller Central, no word about a fee. And that’s straight from Amazon. So they’ve got 1-234-567-8910 11 pulling
Unknown Speaker 30:36
in for that.
Eric Stopper 30:37
Yeah, there’s 11. There are 11 posts from Seller Central. And the first one is a snippet from Seller Central. So it looks like even they even Amazon themselves. They’re trying to answer these questions for sellers and playing the snippet game. They know what they know what’s going on.
Jason Ryser 30:51
Does that show you below that snippet additional questions that people will ask?
Eric Stopper 30:56
Yep. People also ask how does Amazon vine program work? How do You get free, free products from Amazon to review? And it’s funny because the second one is from the penny hoarder. The first one’s from e-commerce engine, they’re a partner of ours. So So e-commerce engine mailed the snippet game for do Amazon sellers have access to the vine? And it’s just because of their authority by the like, e-commerce engine. Yeah, great for emails and all kinds of other stuff for automating on Amazon. Just a shameless plug. Thanks, Liz. So I want to wrap up here, and, and kind of come full circle on this on this conversation for key phrases. I have this I have this theory. There’s a company here and they’re all over but there’s a company here in Utah called Blip. They do billboards that are their digital billboards. So they cycle through and it’s actually you can pay like 25 bucks and pretty quickly just like have an ad up in front of thousands of people. But um, what I’m wondering is Do you think that eventually these types of billboards, these types of ads are going to start prompting people to ask Siri questions to say like if I advertise on a billboard that says, hey, Siri, what is the best Amazon marketing agency in Utah? Right? And then I have that link to my page. Do you think that’s where the future of these kinds of display advertisements are going for the general population? Or are we still going to stick to the old like, you know, just putting your brand name up there and like, hoping that people recall your brand, what do you think?
Jason Ryser 32:33
No, I absolutely think it’s going to go that way. I mean, marketers are smart and they’re gonna keep getting smarter when consumers are smart. And it sounds daunting for some people to think of, you know, just talking and able to smoothly essentially have a conversation with AI and it tells you what’s happening. But and some people may have even tried it and had some frustrations, what they don’t understand is how How fast that tech is evolving, and how smooth it’s going to be. And as that rolls out over the next you think of where it is now, five years from now, goodness, they’re gonna be long conversations like Siri, Alexa, oh, Are there going to be so wicked smart and completely understand, like, what we’re asking them because of how much learning they’re doing. Mm hmm. That there’s no question that brands are going to start using tactics like that to get people to their site because they’re going to need to, I mean, they’re going to need to like, it’s just like, like, anything when it comes to no evolution, all the trends show everything is going towards the voice. And so it’s a natural fit, that brands are going to start utilizing, you know, billboards and messages that are going to cater towards that because they can still do it while they’re driving.
Unknown Speaker 33:57
Jason Ryser 33:58
exactly. You can talk to your robot. about, you know, buy box Don’t be more about brevity, you know, where are these guys located? I, you know, boom, spits it out why you’re still driving, especially all the laws now around, you know, you can’t have your phone in your hand. I mean, what are you supposed to do to like, right? You can barely pick up your phone now in a car and risk getting pulled over. So like, if you see that if you’re a brand and you’re like, people can’t even have the phones in their hand. Like we’re such a fast-paced like, people want to be able to talk, spit that out onto them something and then say remind me later about that.
Eric Stopper 34:34
Yeah, it’s like I see these red lobster ads all the time. where it’s like, hey, there’s you know, these delicious cheesy buns down, you know, down the street past, you know, Center Street or whatever. It should say, you know, hey Siri, schedule a reservation for me at Red Lobster tonight at six. Right? Like that’s, that’s where we’re going
Jason Ryser 34:56
to ask Siri to schedule a schedule for you like and again that A lot of people are going to look at that and see like, Oh, that’s gonna be so calm it won’t be it won’t be the technology is going to bridge that for us and it’s going to be very seamless and in five years from now, we’re going to wonder how we ever get it any other way? Yes, like I think of like doing business outside of the world of computers. How is it done? Do you know what I mean? before computers existed? It’s like hard to think of like so what did you do all like
Jason Ryser 35:26
Do people troll docs with paper? Well actually,
Jason Ryser 35:29
exactly. So again, the technology is going to get there where it’s just going to make complete sense to utilize voice and every facet and consumers are going to embrace it because they’re really not gonna have much of a choice.
Eric Stopper 35:44
Like I yeah, I couldn’t agree more. I’m Jason How do I get people to get in touch with you where do I send them? Obviously revenue calm Are you
Jason Ryser 35:54
Welcome to Just visit it go it’s actually going remedy calm that’s keoRG.evty.com you can either give us a call the number on there or you know, fill out a form. I’m happy to have a conversation with you. And if you just have questions, if you have a question about something, I’m happy to have a conversation and my team is happy to have a conversation with you and just answer any questions you have. It’s, it’s a, it’s a digital world. The marketing digital world is a crazy and intimidating place these days. There’s a lot of noise in it. There’s a lot of gurus out there claiming to have that, hey, implement this one tip or trick and this will happen. I mean, that the reality is that’s not what digital marketing is. It’s sound principles, and using technology to help bridge the help using technology to help bridge the unknown and show as we move forward if you’re not going to embrace that, you’re going to lose so on I’d love to discuss and give you any information additional information I cannot.
Eric Stopper 37:05
Awesome. I wonder Do you think that you have a voice? Well, what would be the best thing to search for on voice that revenue would come up for? Hey, hey Siri,
Eric Stopper 37:15
call Hey Siri remedy.
Eric Stopper 37:19
Do you like to call?
Eric Stopper 37:21
Oh man, I don’t know that she would know does it mean
Jason Ryser 37:23
so? I don’t think so and it’s so dependent figure that out? Well just because a lot of the searches too are tied to different information and all tied to Google these days. They’re pulling information from different databases.
Unknown Speaker 37:38
Well, yeah, I
Eric Stopper 37:41
saw I saw a show but I think having a really easy name for her to recognize, too. I wonder if you can train Siri and Alexa and, and Cortana to
Jason Ryser 37:51
understand is there they’re learning right now. They’re looking at the key is that all times? Absolutely. And no, obviously there’s no Manual aspect to that. But every time you speak to it, they learn more and more and more and more there’s. So it’s amazing to see where voice is going to go and how it’s going to affect brands in the digital world that we live in.
Eric Stopper 38:15
So if you want to make your brand better at just finding and converting traffic, go and talk to Jason and his team at go revenue comm Jason so much. Thank you so much for coming on the show.
Jason Ryser 38:26
No, thank you. Thank you. I appreciate the opportunity.
Eric Stopper 38:31
Thanks for listening to the Buy Box Experts podcast, be sure to click subscribe, check us out on the web, and we’ll see you next time.