Web Ecommerce Solutions

    

"The Evolution of Search" - a Whiteboard Friday Recap

Have your ever wondered how the world of search has evolved to where it is today?

Evolution of Search

You know, before Google reigned king, and other more dominant search engines at the would rank websites based on how many keywords were on the page?

Danny Sullivan tells a wonderful story in a recent Whiteboard Friday presentation at Moz. The title of this Whiteboard Friday is "The Evolution of Search" - but with respect to the search marketing interests here at Web Ecommerce Solutions - we can also consider this topic to be about the evolution of SEO and how search marketers have adapted to each era.

Check out this entertaining and enlightening video by clicking here.

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3 Essential Factors to Magnify Your Brand's Web Presence

Magnify Your Brand's Web PresenceWhen you have an ecommerce brand, one of the major things that determine your level of success is your brand's overall web presence. If your ecommerce brand doesn't have a recognized and credible web presence, your site could be missing out on a significant number of potential customers.

There are essentially three main factors that you must focus on to optimize and magnify your brand's web presence. These three factors will promote greater overall success in your online sales efforts.

1. Search Engine visibility

This is crucial if you want a good amount of traffic to your brands website as search engines are one of the biggest and easiest source of regular traffic online. Also it's always good to have your brands name as your website's domain name as this also helps for web presence and brand recognition. You must also remember to focus on getting your brands name in the first position on the search engine as this will also add to your brands web presence.

2. Compelling and Engaging Content

You can rank high on search engines all you want but if you don't have good content on your website, that you are missing the mark for sustainability. Even if you aren't a strong writer yourself there are always other people who are skilled writers out there who will be more than happy to write for you, and often at a low cost.

You should also consider integrating a blog, as this will help enage your users who access your site, and it will look good if your providing useful information to your customers. A blog can also help with your search engine visibility as blog posts are full of rich, engaging, and sometimes keyword optimized content (which is what search engines love.)

3. Social Clout & Credibility

Social media and networking is another huge thing to increase your brands web presence as it opens up a whole new world of quick and easy new custom as the buyers you have share your brand with others through the usage of a social media site. This will also allow you to easily keep in touch and be active with your social following.

Social media also adds a degree of credibility to a site, because a site that people are sharing regularly and suggesting to others is obviously worth checking out. But if a site doesn't have people sharing its content/brand or product then this takes away that degree of credibility that can often come in handy, especially if you want your brand to be easily recognized online.

The Takeaway

Focus on these three factors when working on the foundation of your company's web presence and you will be well on your way to having a potentially massive web presence as long as you make sure you keep at it and make sure you stay active once you have a relatively large following on these social media websites otherwise it makes you look lazy and reflects bad on your brands image.

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The Value Remarketing for a Holistic Ecommerce PPC Presence

PPCWhen ecommerce marketers think of PPC advertising, they immediately think of serving ads to targeted users who are actively searching Google. But what happens when traffic from PPC ads not convert into paying customers?

This is where the concept of remarketing comes in. Remarketing has proven to be highly effective and cost-efficient, especially for ecommerce PPC advertisers who can serve previous visitors friendly reminders (remarketing ads) to return to their site.

But what is remarketing and how does it work for ecommerce PPC advertising?

The Basics of Remarketing for Ecommerce PPC

In the world of ecommerce PPC advertising, remarketing refers to a process of serving ads on other sites to former site visitors did not convert. A common scenario is when a visitor who is adding products to his or her shopping cart and suddenly bounces. Remarketing is a way to "re-target" those shopping cart abandoners, or any visitors for that matter.

Remarketing is designed to re-engage the potential customers who did take the actions set as desirable by the advertisers. These techniques range from tailored ads and offers that are commonly found on related websites. In some cases, remarketing entails promotions (or finish you purchase and save x amount of dollars) that provide the potential customers with incentives

Tips for Ecommerce Remarketing

So how does one integrate remarketing in a way that it adds value to PPC for ecommerce advertisers? Samantha Noble of State of Search writes that Google Analytics should be the marketer’s sole choice of partner when it comes to remarketing. Noble suggests that when marketers should run one piece of code only and it should be with Google Analytics.

“It is important to only to run with one type of code and as Google Analytics allows for the most flexibility,” Noble writes.

In an article published by Google, the success rate of remarketing is amplified when it is fused with dynamic advertisements. Dynamic remarketing includes ads that remind shoppers of items they have purchased in the past or have recently viewed. This also includes advertising materials that suggest items that potential buyers may like based on their recent visits as well as purchase history. This is incredibly potent for ecommerce PPC advertising.

Noble says that when one builds a remarketing profile in Google, it is important that one should look at the incoming traffic from sources outside the business’ organization. This is done by excluding employees who regularly visit the site as well visits originating from the internal IP.

Noble adds that one should grow the remarketing list to at least 100 people before commencing the remarketing campaign. This part of the building process will allow advertisers to focus first on getting the code from Google as building a list takes time. Kickstarting a remarketing campaign may prove to be futile if the list has not yet been made.

Noble tells marketers not to be discouraged with a low CTR rate as this is only natural. The figure that matters most is the conversion rate, she adds.

“When people are searching on Google, they are actively looking for answers to questions or are looking to buy so the CTR is often much higher.”

With remarketing, the case is different. People are urged to make the purchase, shell out the money and buy the product or service. So when one looks at the performance of a remarketing campaign, one should view the conversion figures. This will ultimately add value to PPC for ecommerce advertisers.

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Bing to Soon Roll-out a Mobile-friendly Search Algo Update

Bing Mobile SearchBing will be following in Google’s footsteps and updating their search ranking algorithm to benefit mobile friendly websites and persuade others to optimize their content to be viewed by mobile users. Unlike Google, however, Bing is making a conscious effort towards helping webmasters understand what is going to happen and improve their content, thus not announcing a definite date for the launch of the algorithm.

What should happen with the new algorithm is that websites which are recognized as mobile friendly by Bing will show a specific label, which Bing has already been testing and getting great feedback from, and rank higher in search engine results because of that. Although the new algorithm by Bing sounds a lot like the one from Google, the team behind the search engine wants to give webmasters a chance to assimilate the news and improve their websites taking their guidelines into account, so they are probably not releasing the new update anytime in the nearest future.

What to Expect With Bings Mobile Algo Update

As for the algorithm itself, Bing says websites will still be primarily ranked by how relevant to the search query they are, whether they are optimized for mobile devices or not, which means that a mobile friendly website might still be outranked by another whose content is more relevant to the query. The key to the success of the algorithm will thus be in balancing both aspects to create the best search results possible for mobile users.

So far, Bing is being incredibly cautious not to create a media frenzy like the one that resulted from Google’s algorithm, so they are revealing very few details about their own, including the impact they expect it to have on mobile search queries. They do say, however, that the date of the algorithm launch will be revealed ahead of time, so there will be no surprises, unless maybe a good one: Bing’s algorithm will operate in real time, so if a website becomes mobile friendly, it will benefit from the new label as soon as the new version is indexed into the search engine.

New Tools for Bing Webmasters

In addition to the new algorithm, Bing will also be launching a new tool for webmasters in the summer, which is supposed to tell them whether their websites are mobile friendly or not and how to change their situation. These tools will help webmasters go beyond just mobile optimization by looking at data and metrics that influence their web presence optimization strategy.

Meanwhile, it is a good idea to look at the criteria Bing uses to determine whether a website is mobile friendly or not, which are how easy buttons and navigation are to access with a finger, how easy it is to read the information on mobile devices without zooming in, need to scroll to the sides, which is not to be expected on mobile devices, ability to load fully on mobiles and finally not having files blocked from Bing, as that will prevent them from acquiring information to determine your website’s ranking.

Bing promises this will be no 'Mobilegeddon,' but whether that is true is still to be seen. To learn more, visit Bing Webaster Blog for the latest news.

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