Search marketing is all about experimentation — testing and learning. Slavish obsession with the average number of searches per month as a sole metric for optimization or a forecasting revenue... Read More »
Hiring a search engine optimization professional is challenging. It’s relatively easy for a would-be practitioner to portray “book-learning” as actual, on-the-job experience. But I’m a firm believer in the importance... Read More »
Merchants want to rank number one in Google for search terms that are seemingly important to their business, such as “dog food.” Or “office supplies.” Or whatever popular term describes... Read More »
Multinational ecommerce businesses with country-specific websites have distinct search engine optimization requirements. A searcher in Australia, say, must end up on the site containing Australian English, currency, and content. A searcher... Read More »
The battle for organic search performance can be won or lost before a site launches. Choices made in the design and implementation stages impact the ability of an ecommerce business... Read More »
Search engine optimization is rooted in data: technical data, analytical data, and contextual data. The tools you use to access that data fuel your ability to make smart SEO decisions,... Read More »
A website’s use of the secure protocol — as evidenced by the HTTPS designation and the presence of a security certificate — is a priority for search engines. But recent... Read More »
The relationship between web developers and search-engine-optimization teams is sometimes contentious. Seemingly unrelated technical decisions by developers can impact organic search traffic. But there are enormous SEO benefits in working... Read More »
For more than a decade I've optimized organic search traffic for big and small companies. They often come to my team with greatly diminished search performance stemming from decisions on... Read More »
If you weren’t already focused on your mobile site’s performance, Google is giving you a reason. In July of 2018, Google will use a new ranking signal focused purely on... Read More »
It’s not a matter of organic search traffic being more important than paid, or vice versa. What matters is integrating the two — paid and natural search — so that... Read More »
Apps for iOS and Android mobile devices represent a chance to sell to captive prospects — if they can find your app to download in the first place. The first... Read More »
If you don’t have a search engine optimization strategy for 2018, it’s high time to create it.
Writing an SEO strategy can be intimidating. It sounds like such a lofty document,... Read More »
Ecommerce marketers spend a lot of time thinking about the sales funnel. Search engine optimization plays a major role in filling that funnel at the various stages.
In aggregate, we can... Read More »
The decision to hire in-house search engine optimization talent or to contract with an agency is not easy. Consider these points when deciding for your company.
In-house advantages stem primarily... Read More »
You spend months preparing for your ecommerce redesign or migration. You take search engine optimization into consideration and anticipate an increase in organic search traffic after launch. But what happens... Read More »
Ecommerce sites with the strongest natural search performance drive visits to every page, not just the home page and not just for searches for the brand.
A search engine optimization channel... Read More »
Search engine optimization professionals often consider their job done after the click is won from the search result page and the visitor has landed on his site. That’s when user... Read More »
Duplicate content is endemic to ecommerce sites. Seemingly every platform, no matter how SEO-friendly, produces some form of duplicate content, holding a site back from peak performance.
First, let’s look at... Read More »
Blogs can be excellent way to rank for informational searches that might otherwise be difficult for an ecommerce site. But ecommerce marketers who implement a blog sometimes conclude early on... Read More »
Does your store locator receive natural search traffic, or do yellow-page sites and Yelp win the clicks from keyword searches for your brand? Without an SEO-friendly store locator, you may... Read More »
Organic search traffic often drives significant revenue for ecommerce sites. As a result, it is prone to fire drills around performance. Here’s how to determine when there’s a critical problem... Read More »
In 2018, Google will judge your desktop search ranking by the signals from your mobile site.
Google’s mobile-first index, the algorithm update that will flip the importance of desktop sites compared... Read More »
Google’s mobile-first index is coming in 2018. Search-result rankings for your desktop site will be based on the signals from the mobile version. Will you be ready?
More people search Google... Read More »
Most searches on Google are from mobile devices. In 2018, Google will judge your desktop and mobile sites’ worthiness to rank based on your mobile implementation.
If your mobile experience isn’t... Read More »
Mockups are a key part of creating new marketing campaigns and redesigning entire websites. As partners in the process of producing those new experiences, search-engine-optimization professionals should offer feedback at... Read More »
Last week I addressed the data involved in the content optimization process, and what to base content decisions on. In this post, I’ll get to the meat of creating a... Read More »
Content is the first thing that comes to mind with search engine optimization. There is a process, however, to creating and optimizing strong content.
The process involves four separate tasks: data... Read More »
Search engine optimization is often underfunded and misunderstood. When resourced appropriately, however, it can produce a cycle of positive performance that keeps building.
The most common reason that organizations tend to... Read More »
When measuring natural search performance, use the key performance indicators that matter to the bottom line. While each piece of data has its place in managing SEO, only visits and revenue... Read More »