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Leverage Price Comparisons for Ecommerce Optimization

Ecommerce OptimizationIn most online shopping situations, Internet shoppers tend to browse around and hop from ecommerce site to ecommerce site. Especially in cases when shoppers know exactly what they're looking for, it's common for people to visit multiple ecommerce sites to compare prices.

If you're an ecommerce marketer, you can learn to leverage price comparison features to better market your brand and optimize your ecommerce web presence. In essence, price comparison resources help users seek a solution to their needs, all the while positioning your ecommerce brand as a trustworthy source of information.

Using Price Comparison Features for Marketing

There are a number of advantages of using price comparison features to market your product line. One thing to keep top of mind is to understand that most common customers have high expectations and are much more meticulous.

Many shoppers will take the time to assess as much information they can on any specific product. This includes product details, pricing, and reviews, to name a few. Having this information in a presentable form is key to leveraging a cohesive comparison resource for your ecommerce marketing efforts.

Many online shoppers trust price comparison websites as they are independent and unbiased. These types of resources provide insights about products that have not been submitted by companies or individuals with any certain interests.

For this reason, it is important to present your price comparison web presence in a neutral manner. Some of the best ways to do this are using an independent domain (or website) or utilize other existing resources. Offering nuetral information is imperative for success.

Understanding The Market (Head) Space

It is also very critical to keep in mind that as online shoppers compare products on these resources, they're gaining knowledge and insights about other ecommerce brands and products and what makes them click centric. If you can earn their business via a price comparison web presence, your website can leverage their loyalty for the long-term.

These types of resources can also help you make improvements to your ecommerce optimization efforts. Price comparison resources and websites enable you to look at how other ecommerce stores are pricing their products, as well as additional incentives in which they may be offering. This can help you and your ecommerce marketing team optimize your company's web presence accordingly.

The trick is to get creative and determine what makes your offering unique and outstanding from the clutter. Price comparisons can be a powerful way to generate more business while bolstering your ecommerce brand.


Pinpoint the Ideal Ecommerce SEO Keyword Targets by Using PPC First

Keyword optimization is one of the most important factors in any ecommerce SEO context. Also known as on-page SEO, the keyword optimization process involves making a website's pages relevant on certain semantics in order to establish on-site relevancy for those keywords. This is done through the content of website's title, meta data, page copy, and linking.

Coming up with the right keywords and keyword phrases to target is a very important decision. If you do not make the effort to do research, chances are that you will end up with keywords that are of no benefit to your SEO campaign.

One of the best options is to use ecommerce PPC (pay-per-click) to test prospective keywords for SEO. The use of PPC for ecommerce SEO testing is not only reliable, but it is also one of the most cost effective methods of testing keywords (this because ecommerce SEO is often a long-term effort, as opposed to PPC which is almost immediate.)

Using Google AdWords for Ecommerce SEO Keyword Testing

Google is the most popular search engine in the world. You could use it for your PPC campaign through Google AdWords whereby you pay whenever somebody clicks on one of your links. To test keywords, simply use different keywords in your Google AdWords campaign. For the PPC testing of keywords to be effective, you must track the campaigns. Determining how much money you are spending vis-a-vis what you are getting in terms of sales/leads is the only way you will be able to rank the keywords in terms of their effectiveness.

You could do the tracking using Google’s conversion tracking software. You could implement the code where customers compete and submit inquiries, where customers sign up for a particular service, where a sale is made, and in other similar places using the software. Through the software, Google records transactions against keywords that generate the sales/leads.

Using Google’s conversion tracking software together with your Google AdWords campaign allows you to find the keyword phrases that lead to high traffic volumes. It also helps your ecommerce SEO team to determine the keyword phrases that result in conversion.

Using PPC campaigns to select your ecommerce SEO keywords is advantageous in that you will always be in control. You get to determine the amount you will use for the PPC campaign and how long the campaign will run. You will achieve results faster than you would with other methods of selecting SEO keywords. You also get unparalleled convenience since you do not have to man the PPC campaign once it gets started.

Come up with a short list of effective keyword phrases. Next, determine their competitiveness. This will help you understand how long it will take for you to get a high ranking in search engine results pages (SERPs). Competitive keyword phrases are great, but note that it will take a lot longer for you to start seeing results in SERPs. The choice depends on your particular needs.

Consider running your ecommerce PPC campaign alongside your SEO targeted keyword phrases as the experimenting allows you to find a winning formula that is ideal for your particular business. Avoid the temptation of doing what other businesses are doing because all businesses are different.


The Foundation to Your 2013 Web Presence Management Framework

Web Presence Management FrameworkWeb presence management is an evolved approach of web marketing, and it encompasses much more than just organic SEO and PPC advertising. Web presence management focuses on a more strategic approach to building a powerful brand amongst an online audience.

With respect to the astonishing growth of social media (and its influence on both SEO and PPC via Google+) constructing a web presence management framework is a more cohesive strategy that encompasses a number of elements.

In a nutshell, a web presence management framework is the culmination of a brand's digital marketing channels and online touch-points, and how these elements combine to generate greater brand awareness and visibility.

Ultimately, creating an optimal web presence hinges on creative planning, thorough research, a strong sense of consumer behavior, and dedicated execution. In a sense, web presence management is like real marketing. The only difference is how the context focuses more on digital marketing channels, such as the Internet and mobile devices.

Elements of a Web Presence Management Framework

Each framework for web presence management will be difference per brand. However in most situations, a brand will include at least two to three of the following elements.

Social Media Marketing

Social media is the glue that helps keep your brand tight with your community. It's a cost-efficient medium to create loyalty with your audience. Whether your business pursues Pinterest, Facebook, Google+, and/or Twitter, social media should be a must in its web presence management framework.

Organic Search Marketing

Organic search marketing (SEO) is one of the most popular sources for quality website traffic. Although organic search engine marketing is a long-term effort of getting your site ranked in the search engines, the benefits can be momentous for your business. Most frameworks for web presence management will include some keyword targets for organic search marketing, but not all brands will find this strategy necessary.

Paid Search Advertising

Pay Per Click (PPC) advertising, or paid search advertising, is a great supplement to an organic search engine marketing strategy. Unlike organic search marketing (SEO) PPC advertising requires marketers to bid on select keywords. This offers a more immediate form of search engine exposure, but the quality of traffic may not be as good.

Mobile Marketing

There's usually always a way to include mobile in a business's web presence management framework. Whether via text message marketing, mobile search engine marketing (SEO or PPC,) QR code integration, or mobile app development, the growth of mobile must not go overlooked

Conversion Rate Optimization

We all understand the importance of solid website with a decent looking design. But one on-site element that must be address is conversion rate optimization (CRO). This is the diligent practice of testing and improving calls-to-action and other on-site elements that contribute to more conversions and sales. Like we mentioned above, each web presence optimization framework will be unique. These five elements will be integral for any successful strategy. To learn more about how develop a powerful web presence management framework, visit Web Presence Group. Their team of experts can provide a free audit to see where you stand.


The New Rules of SEO Copywriting for 2013

Many people are under the impression that on-page SEO centers on repetitive keyword inclusion in a webpages copy, or text. The underlying thesis that the more times you can cram a keyword on a page, the better chances it will rank.

This form of SEO copywriting was the practice back in 1999 when Google was a rising star. But now think about it. Couldn't anyone optimize their website with some old school keyword stuffing? Google's search engine algorithm has drastically changed since that time.

The Evolution of SEO Copywriting

Although it's still important to establish some level of keyword relevancy on a page, having too high of a keyword density is actually counterintuitive.

Not only is overly keyword-stuffed web copy difficult to read and understand (diminishing the integrity of the webpage,) but too high keyword density is a risk of penalization from "Panda," a Google search engine algorithm update that specifically targets websites that are overly keyword optimized.

It's now more than ever that your web copy focuses on your visitors, and not so much on your keyword targets. When a user lands on your website, your main objective should be to convert the user in some sort of way. The copy of your website will have a pivotal role in converting users while shaping the image, tone, and perception of your brand's web presence.

Some tips for SEO copywriting are:

* Only include your primary keyword target once in the page title and meta description * For pages with a lot of copy, try to use a variety of H1's, H2's and H3's to organize ideas and the page structure * Use strong tags to make emphasis for users, not just to make keyword more pronounced * Use keyword density tools to ensure your not exceeding a very high 4-5% keyword density on your pages

It's important to maintain the integrity of your website's copy and only include keywords when it makes logical sense. The fact of the matter is, on-page keyword usage only accounts for approximately 15% of Google's search engine ranking algorithm. Most of the ranking factors stem from off-site variables such as link popularity and social signals. These elements offer the greatest influence on a website's keyword rankings.

For this reason, don't obsess about on-page keyword density. Rather, focus more on producing excellent content that your visitors will appreciate.


Using "Search Terms" to Improve PPC Campaign Management

PPC campaign management is often times are tricky undertaking for many advertisers. The Google AdWords PPC advertising platform is requires some degree of familiarity to know how to make proper executions. As a result, many marketers fail to manage profitable PPC campaigns.

Trying to manage a PPC advertising campaign on Google AdWords demands the right knowledge on how to use the right tools to properly set-up and manage a PPC campaign. In this blog post, I am going to share with a powerful tool to help you with you PPC campaign management efforts.

Search Terms in AdWords for PPC Campaign Optimization

There's a highly powerful tool in AdWords that can reveal a wealth of insights. It is called "Search Terms" and it is found under the Dimensions tab in the AdWords interface.

PPC Campaign Management 1

Under Search Terms, PPC campaign managers can view the exact keywords that are being used to trigger their ads. This information can offer a lot of great information and data. For some individuals offering PPC campaign management services, Search Terms is their go-to source to optimize their PPC campaigns.

For example, observe the image below of a troublesome PPC campaign. In this ad group, the PPC campaign manager is only selling Ghel parts and components, not actual Ghel skid steers.

PPC Campaign Management 2

Based on the information given by Search Terms, we can conclude that keyword bidding techniques that are being used are resulting in unwanted impressions and clicks throughs. As a result, these bidding tactics are wasting budget.

To optimize this PPC campaign for better performance, we will use more exact match bidding strategies to avoid these problems.

Other Insights for PPC Campaign Management

Taking advantage of Search Terms is one of the best resources for PPC campaign management. Another way you can leverage the information offered by Search Terms is for negative keyword research.

For instance, if pinpoint keywords that we clearly do not want triggering our ads (e.g. "free," "tutorials," "cheap") we can include these unwanted keyword variations in the negative keyword list (which is located just below the targeted keyword list in the AdWords interface.

Learn more about how to use AdWords and maximize you company's web presence with PPC campaign management by staying in-tune with the Web Ecommerce Solutions blog.


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