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 »
When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to... Read More »
There has been a flurry of activity from AdWords during the past couple of weeks. If you’re an advertiser, you’ve likely noticed the emails from AdWords, coming fast. In this... Read More »
Even for established retailers with years of experience in one sales channel, providing a seamless shopping experience across multiple channels — brick-and-mortar, online, mobile, and beyond — can be challenging.
Omnichannel retailing... 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 »
Retail competition is stiff and businesses selling simply on price or selection will find themselves in head-to-head competition with massive sellers like Amazon and Walmart.
For many ecommerce businesses, the best... 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 »
This second installment of “Affiliate Marketing Report Card” focuses on Fanatics, an online retailer of licensed sportswear, sports equipment, and merchandise. I’ve watched its affiliate marketing program greatly expand over... Read More »
In October, Google Chrome will release version 62, which will warn website visitors with a “Not Secure” message when they type in data — such as site searches and newsletter... 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 »
If you’re launching a new product or business, get help from free and inexpensive online tools at every stage of the process — from designing and developing your product to... Read More »
Your customers are in control, and that could be very good for your ecommerce business. When stores compete on customer experience, small and mid-sized online retailers have an opportunity 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 »
Email marketing is one of the most powerful tools an ecommerce business can use to increase sales.
Depending on who you ask, email marketing can generate a return on investment between... Read More »
Emails to customers and prospects from ecommerce merchants can serve many purposes. Sometimes the emails contain much content, such as shopping tips or blog posts. Other times, they convey transactional... Read More »
My previous post, “10 Alexa Skills for Shopping (and Selling),” focused on Amazon’s voice assistant, Alexa, and the burgeoning number of third-party apps and APIs — “Skills” — for that technology.... Read More »
What do bacon, spaceships, naval vessels, pop culture, and Christmas all have in common? They are all topics you can use to fuel your content marketing in September 2017.
Content marketing... Read More »
Outsource (or automate) non-core competencies. Think about where you spend the most time. There are tasks that you may not like doing, tasks that you shouldn't be doing, and action... Read More »
One of the hardest parts of search engine optimization is finding the right professional to manage it. Since there are no universal SEO accreditations, hiring comes down to a resumé... Read More »
Good content marketing ideas can be hard to come by. To get the most out of each idea, develop a plan to reuse your content. It can supercharge your marketing... Read More »
One of the hardest aspects of providing meaningful content on ecommerce sites is trying to determine what your audience members read as they’re shopping.
Coming up with ideas for new and... Read More »
Affiliate marketing has its pros and cons — advocates and detractors. The industry is booming but there are many merchants that have negative opinions of the channel. They have seen... Read More »
Exploring new social networks can help you find ways to talk with your customers or team members and discover new places to promote your brand. It will also help you... Read More »
Product reviews can play an important role in ecommerce. Almost nine out of 10 shoppers read product reviews, and many studies over many years have shown that reviews help shoppers... Read More »
One of the frequent reasons given for ignoring search engine optimization is this: “We’re not selling to bots, we’re selling to people.” This argument highlights an ignorance of the role... Read More »
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 »