Social media can build brand awareness and loyalty. In a Sprout Social Q1 2017 survey of 1,000 consumers, 62 percent said they are likely to purchase from a brand they... Read More »
Adding email subscribers usually translates into more sales. But soliciting email signups is often a tradeoff in quality versus quantity. In this article, I’ll explore the pros and cons of... Read More »
There is more to search engine optimization than keywords, titles, meta descriptions, and H1s. In this post, I’ll address three valuable, and often overlooked, SEO opportunities for ecommerce sites: PDFs,... Read More »
No matter how well you think you know your site, a crawler will always turn up something new. In some cases, it’s those things that you don’t know about that... Read More »
One of the best ways to make sure that shoppers who find your company seek it out again is to establish a consistent and distinctive personality.
Just as people might be brash,... Read More »
For many businesses, content is marketing, an integral part of nearly all of the company’s promotional activities. While this can be good for a business, helping to create long-term customer... Read More »
Search engine optimization is always changing, requiring constant investigation to keep up. One of the best ways to identify new trends, in addition to research and analysis on your own... Read More »
To maximize your search engine optimization budget, look for scalable projects that can improve natural search performance across the site with a single action. Scalable SEO tends to require a... Read More »
Content marketing requires editing for the same reason gardening requires pulling weeds: It is essential for good results.
At a magazine or online journal, it is common for an article to be... Read More »
Instagram is a platform for inspiring images. For businesses, it can be a good place to convey a brand’s story and connect with consumers.
Here is a list of tools for... Read More »
Content marketers — like newspaper editors and magazine publishers — must understand why they create content and for whom it is intended. A written, editorial mission statement for a blog... Read More »
Consumers, in 2017, expect companies to engage with them across social channels. But for many ecommerce businesses, social media management is often overlooked or relegated behind other tasks.
In this article,... Read More »
Analysis paralysis, that tendency to want to find problems rather than resolve them, destroys your ability to grow the natural search channel.
One of the hardest aspects of search engine optimization is... Read More »
The landscape of email service providers is continually evolving, with advances in technology and changing needs of brands and merchants. In this article, I’ll address factors to consider, in 2017,... Read More »
Content sites may have a natural advantage in voice search. But ecommerce sites can garner visitors from voice searches, too. Follow these five steps to learn how to optimize your... Read More »
In July 2017, ecommerce content markers should have no shortage of content ideas, including producing articles, podcasts, and videos about national celebrations, cultural icons, and statistical data.
For retailers, content marketing... Read More »
Good digital marketing campaigns create virtuous sales cycles, repeatedly engaging, converting, and supporting customers and prospects. Increase performance anywhere in the cycle and more sales should follow.
Virtuous sales cycles in... Read More »
For search engine optimization, the implications of voice search are subtle, but increasingly important. In her 2017 Internet Trends report this week, Mary Meeker, partner at venture capital firm Kleiner... Read More »
Google recently held its Marketing Next event and announced several changes to its suite of advertising-related products. In this article, I’ll address four of the changes that are important to... Read More »
Merchants can achieve growth through affiliate marketing by learning from the successes and failures of others. In this “Affiliate Marketing Report Card,” a new quarterly series, I will critique an... Read More »
Website outages are disruptive enough to business without having to worry about your natural search performance. How you handle server outages and site downtime can impact the length and severity... Read More »
Product detail pages are an online merchant’s most potent persuasion and conversion tools. Making those pages findable and desirable on search engine results pages should therefore be an important strategy.
For... Read More »
The quality of product data impacts natural search performance on ecommerce sites, far beyond whether meta tags are optimized. Product data isn’t traditionally thought of as contributing to SEO, but... Read More »
Featuring the correct mix of products in your marketing emails can create interest from subscribers, and drive revenue. Depending on the strategy, the products to feature in the emails will differ... Read More »
Many retailers have chosen to highlight as a competitive advantage their dedication to community and humanitarian efforts. Consumers, such as millennials, increasingly value companies that emphasize improving the wider society, as... Read More »
Faceted navigation drives traffic and sales for valuable long-tail search phrases because it applies increasingly refined attributes to shoppers’ searches for their desired products. Optimizing your faceted navigation is the... Read More »
If your business has a significant number of engaged followers, Twitter can be a good way to distribute content; connect with customers and potential customers; and drive visitors to your... Read More »
Google continuously tinkers with the appearance of ads on its search result pages. In the past couple of years, Google removed the right-side ads and added a new fourth ad... Read More »
In the rush to become destinations for online video content, social media platforms are releasing a flurry of new tools and improvements for publishers and viewers. Many of these updates... Read More »
Ecommerce content marketers might focus on Father’s Day, summertime, recent graduates, celebrity birthdays, and even forgiveness to find inspiration for articles, videos, and podcasts in June 2017.
Content marketing is the... Read More »