One of the challenges of e-commerce is international expansion, and how exactly one goes about it. There are complications around websites, language, SEO, tax and how to integrate with back end systems.
We have spent a lot of time working it out here at Flowers HQ, as we now service not only the UK flower delivery market, but also those of France, Germany, The Netherlands and Belgium. Here are three of the key areas to think through before you embark on your international roll out:
It is expected that by 2015, the total number of internet users in BRIC
countries, plus Indonesia (making them the BRICI markets) will total
1.2bn, more than double the current online population of these
This, combined with other technological advancements and
financial growth, means that now could be the time to start considering
extending e-commerce practice in these markets.
In terms of SEO, this means beginning to think of strategies for search
engines other than Google. In most of the BRIC markets there are many search engines other than Google which hold the leading market
share, or there are at least strong competitors for the search giant.
I meet a surprising number of prospective clients who
confess to having thoroughly disliked their previous SEO agency.
Many of them have simply run into the charlatans our sector
unfortunately attracts, but I have encountered quite a few companies which have
had decent optimisation work done on their behalf.
The whole world of digital marketing is maturing but it’s still hugely
dynamic, particularly in the world of search marketing.
This makes it an
exciting time to be involved in the sector but does mean more and more
agencies and practitioners are being left behind, clinging to what used
to work and sticking with habits even if they aren’t doing anyone any
But how can you spot one of these search marketing laggards, who have fallen so far behind?
As an SEO, my fear is that some cunning paid search guru is going to
steal my clients' business before searchers get to my handiwork. So now I
have to optimise earlier words. The early word gets the worm?
What this means is targeting across the keystrokes in linear fashion
from first letter until the search is either complete or a relevant
result set presented. With everyone flapping about the who's and why's of Google Instant there are some of us thinking about how to game the system.
Google Instant is designed to make search faster and easier for users, but what effect will it have on search marketing?
I've been asking a number of search experts for their predictions on the impact of Google Instant and what marketers can do to adapt to the changes...
Today Google unveiled a new product called Google Instant, which predicts users' search queries and delivers results as they're typing. The news immediately got people talking. While it will make search faster, not everyone is excited about this new feature. Some, in fact, are worried it will kill SEO and harm paid search advertising results.
Google, however, knows better than to kill off its cash cow with a new consumer friendly feature. Rumors of Google Instant killing the art of SEO are greatly exaggerated.
Long before we were involved in running the first London Pro SEO seminar, I was a big fan of the ones SEOmoz ran in Seattle. I spoke there in 2008 and learned lots of great SEO tips, and also about how I needed to up my game every time I present.
It was inspirational to see the quality of advice given and the actionable tips and tricks that seasoned professionals were sharing.
The 2010 version was just as valuable, and I wanted to share the top tips from the event, this year and decided to do that by sharing the top slides from the two days' presentations.
I talked in my last post here at Econsultancy about whether the PR industry had missed the boat on SEO. Although there were some differing opinions in the comments, I think the consensus was that the public relations firms could have done more to get into search engine optimisation.
Despite this reticence to get going I think there’s a scary truth that the search firms need to wake up to: If and when the PR industry gets its act together a lot of the link development tactics search companies are delivering could be delivered by someone with a public relations background.
Social media and Web 2.0 (a term that, incidentally, we don't hear much of anymore) were supposed to make the internet a more democratic place. On today's internet, just about everybody has a printing press, and the little guy has equal opportunity to distribute a message. The best, we're often told, will rise to the top.
Of course, anyone who is involved with user-generated content and the popular web services through which user-generated content is shared and promoted, eventually learns that the internet isn't as democratic as it's supposed to be.