Scott Galloway discusses Amazon’s hidden costs to American society, economy, and consumers.
“Our entire society; our roads, our hospitals, our military, is based on profitability–and that is we tax profits.
What happens when the most successful company in the world has paid in the last 10 years 1.4 billion dollars in taxes and Walmart has paid 64 billion despite the fact that Amazon added the value of Walmart in a three-month period in 2017?”
“Should [AWS] be able to funnel profits into the retail group, which we largely think of as Amazon and sets the tone for all of Amazon, [to] sell at-cost or slightly below? [Amazon retail] is being subsidized by Amazon Media Group and AWS.
When the Chinese tried to do that with steel they said ‘We’re going to roll out the international steel market and we’re going to sell steel into the US market at less-than-cost’. Back then we called it dumping–with Amazon we call it innovation.”
“We used to recommend adding an image to every article. Now we recommend adding an image to every scroll depth of every article. So there is never a point at which the visitor doesn’t see something of visual interest.
And what’s the secret to high dwell time? Content that engages the visitor quickly and keeps their attention. That means no long blocky paragraphs and lots of compelling visuals.”
“Yes, Google is constantly changing. And yes the changes affect your traffic. But no, the biggest SEO trends don’t affect your rankings. They affect your click through rates. There’s a big difference.
Changes to the ranking algorithm are real, but the much bigger SEO trends are the “SERP features,” such as featured snippets, maps and videos. There’s just a lot more stuff showing up in search results these days.
Over time, more and more searches are “no-click” meaning the searcher’s information needs are satisfied by the SERP features. That means less traffic is flowing from Google to websites.
So this is the mega-trend in SEO: more features on search results pages and therefore a lower click-through-rate to websites.”
“Search analysis is divided into “long clicks” and “short clicks”. A long click represents a satisfied customer. A user performs a search, clicks through on a result and remains on that site for a long time. They don’t come back to the result set immediately to click on another result or to refine their query. A short click is the opposite of a long click. It occurs when a user performs a search, clicks through on a result and quickly comes back to the result set to click on an alternative result. It represents a minor failure.”
This is what search marketers must realize. You will get credit for a long click if you’re part of the long click. If you ensure that the user doesn’t return to search results, even by sending them to another site, then you’re going to be rewarded.
Stop thinking about optimizing your page and think about optimizing the search experience instead…
…it’s easy to get tunnel vision about your own site and forget [about] the search experience. It’s a bit presumptuous to think that your resource is the only resource, so providing access to other content is a great way to fulfill query intent and match the reality of multi-site search experience.”
Dwell Time: the amount of time that elapses between the moment a user clicks a particular result in the search results and subsequently returns back to them.
Bounce Rate: the percentage of single-page sessions (important: these people may have returned to the SERPs or simply closed the page, it doesn’t matter which. It also makes no difference whether they stuck around for 2 seconds or 2 hours, it’s still technically a bounce).
Time on Page: the amount of time a visitor spent on your page before going anywhere else (this could be back to the SERPs, to another page on your website, to a bookmarked page; literally anywhere)