8 Things You Need To Know About Search Engine Optimization to Stay Relevant in 2016
SEO is rapidly evolving. The same techniques you used last year are rapidly falling out of favor for more advanced and efficient models of search engine optimization. Google often modifies the techniques it uses to prevent people from exploiting the algorithm. While that’s great for preventing dishonesty and spam, it also means you’ll have to re-learn SEO concepts to adapt with the ever-changing model.
The Importance of Investment Return
Expertly selecting keywords that will help you jump in the rankings is wonderful, but a jump in your page rank doesn’t necessarily mean you’re maximizing your revenue. KISSMetrics, RJMetrics, or similar tools will allow you to track the movement of your customers and determine which search queries are ultimately leading to your financial success. Using this route to maximize the effectiveness of your keywords, rather than where you score…
Using the right technology is key to optimising multi-channel retail strategy
Understanding the full impact online activity is having on offline sales has become something of a holy grail amongst marketers. Online advertising platforms, whilst bringing far greater measurability for those customers who click and convert online, cannot yet integrate all offline sales that have been influenced by web activity.
It’s certainty a pressing issue. According to a Forrester study, more than 50 percent of U.S. offline retail sales will be influenced by the Internet by 2017; a practice known as webrooming. Those web-influenced sales will also rise to $1.8 trillion, up from $1.2 trillion in 2012 – to put that into perspective, total ecommerce sales alone are set to reach $370 billion by 2017.
Another study also charts the rise of the showroomer: those who browse in-store before making a purchase online. There are multiple reasons why consumers might engage in…
UK Fashion brands see opportunity in expanding into the US Market
US businesses have long eyed up opportunities in the buoyant UK retail market with brands typically establishing a presence in the UK as a launchpad into Europe. Now a large number of British retail brands are heading back in the opposite direction.
In many cases, these ventures have met with considerable success. The upscale retailer Boden, for instance, expects US sales to overtake those of its home market within a few years.
It’s very clear, however, when it comes to relocating a brand across the Atlantic, American and British audiences shouldn’t be approached as a homogenous group even though the language is shared. Consumers on both sides of the Atlantic will respond best to localised and personalised content strategies.
Buzzfeed, for example, one of the web’s biggest and most influential content hubs, has editorial teams in both regions. They find that their…
How do you eat an elephant? One bite at a time
You’ve probably heard this expression before. The “elephant” is the project, or goal, which is so large and challenging that you feel totally overwhelmed by it, and can’t even see where to start.
The advice is not to tackle it all at once, but to start with small steps. Take enough of them, and before you know it, you will have made serious progress – and no longer feel so overwhelmed.
For many business owners, online marketing is that elephant.
All those social media platforms….. So much to learn and understand …. Such an investment of time and money required…..
Where do you even begin? How do you make serious progress?
It can be totally paralysing.
In three months’ time, I…
What a difference a CMS makes
Wex have been a leader online camera retailer for over a decade, benefiting handsomely from the rise of eCommerce since their founding in 1997. But with over 17,000 products, a clunky interface built on brittle code and a lack of mobile responsiveness, the current site had seen better days. Starting to look outdated, and losing traffic due to Googles 'Mobbilegeddon' algorithm update, the site was in desperate need of a significant update. By working with CMS provider Episerver they were able to greatly improve the design and aesthetic whilst maintaining elements of the interface popular with customers.
The Problem
Wex's previous site was very busy, with competing calls to action and offers. The code it is built on is poorly designed and hard to maintain. This was standing in the way of the businesses goals and leads to frustrated users. Worse still, the site is not mobile responsive and there…
Using lotteries as a marketing tool
Suppose you’re the new director of customer experience at British Airways looking to build a stronger emotional connection with your brand. How do you do it?
If you’ve been told once, you’ve been told a thousand times: Consistently offer a fun and enjoyable experience. Easier said than done, right? What’s new, unique, and appealing that’s low cost, drives traffic, and improves sales conversions and relationships…and hasn’t been done already by your competitors?
The advantages of lotteries
Believe it or not, some marketers are starting to think about offering entry into official nationally run lotteries. When it conforms to rules and legalities, giving away lottery tickets as promotional gifts can make a lot of sense. In fact, it’s surprising that more marketers haven’t figured out their potential to make an emotional connection with customers and prospects, and incorporated…
When used effectively, Personalisation based on Geo-targeting can be a powerful way to increase your conversion rate
People arrive at your website from a variety of different locations. This means they will have different nationalities, languages, currencies, climates and even cultural expectations. Geographic targeting allows a website to render content that is personalized to the location of the visitor. In other words, it determines the exact locality of your visitor, and then dynamically tailors the content on your website to be more meaningful to that shopper. The benefits of this are immense.
Below are just a few examples of how geo-targeting can improve the visitor experience for your Ecommerce site.
1. Display Products Relevant to the Local Climate and Culture
Altering the type of products displayed depending on where the customer is from is a technique widely used by many online retailers.
For example, take a clothing store that delivers to customers in the USA. Because…
How to compare Marketing Automation vendors
Marketing Automation is now one of the most commercially important techniques for digital marketers, so you have to look to select the most cost-effective platforms. But how do you tell one supplier from the other, and how do you know which will best help you meet your objectives in the most cost-effective way?
If you are currently making the case for marketing automation, here are 10 questions you should ask any vendor before making your choice.
1. How will it help me to drive leads to my business?
We know today’s consumers look for relevant products and services as and when they need them. Frequent, fresh, high quality content on your website, blog or social media will attract visitors when the time is right for them to buy. Marketing automation software helps you to turn those visitors into leads by asking visitors to leave their contact details in…
New mobile ranking factors report from Searchmetrics shows the key differences
The summer of 2015 is when Google searches on Mobile Devices exceeded that of personal computers world-wide for the very first time. A landmark in the world of Search, and something not only Google are looking to capitalize on, but something all business owners and marketer should (at the very least) be aware of. “So what does this mean for me?” I hear you cry.
Looking at it from the perspective of a Webmaster, Business Owner, SEOs and content marketers, it raises the question of strategy.
Do we follow a ‘One size fits all’ strategy addressing both Desktop and Mobile under one roof, or do we begin to use a separate strategy to tackle mobile search as a separate entity?
In short, I think it’s time we look to use two strategies which we'll discuss. Using the ranking factors below, should certainly aid…
Clear subject lines, personalized content and clear call to actions will boost your ROI from email
Convincing customers to join your email list is tough, but keeping them engaged is even tougher. An email list is of very little value if it doesn’t contain engaged subscribers who look forward to receiving and reading your emails. If your subscribers aren't engaged they’ll never convert into paying customers or those who once bought from you, will not convert into repeat customers.
So how do you craft emails that will keep your subscribers engaged and get them clicking?
Here are three such important components that can turn your email campaigns into an ongoing revenue and engagement generator.
1 - Use creativity and personalization in subject lines to induce opens
The Subject line is the door into your email marketing world. It's the first thing your subscribers will see and it plays a major role in determining whether your email…
