I’ve often been asked the question, “What keywords should I target for paid search?”. I don’t think this is the right way to approach paid search investment.
Focusing on keywords first risks making your paid search program untargeted and alienating it from your overall business goals.
I prefer the question: “How can paid search support my business goals?”.
When I first looked at PPC (probably back in 2002), I thought in terms of keywords because I didn’t appreciate where paid search fitted in to the direct channel. Now I think in terms of goals. How can paid search support e-commerce goals and what do we want to achieve?
This blog is my explanation for why you should start your paid search project by defining goals and KPIs, and then let the keywords follow.
Pinterest is the current darling of social media, and for good reason. According to Experian Hitwise, it is the third most popular social network in the US in terms of total visits (21.5m visits in one week in January 2012, 30 fold increase vs. July 2011).
Pinterest is primarily considered part of an overall social media strategy, but whilst doing some SEO planning for a Client the other day I realised how well it could also fit within the SEO framework.
This blog gives my approach to using Pinterest to identify potential domains for link building and find relevant bloggers/influencers to build relationships with.
It’s deliberately simple because simple ideas are quicker to implement.
Why is it that so much effort goes into selecting a platform vendor for an e-commerce website, yet often so little into maintaining the partnership and ensuring service delivery is to the highest standards?
This blog looks at five common errors that I've seen made frequently by e-commerce teams, usually down to lack of commercial experience in managing complex partnerships.
I'd be lying if I said I hadn't made similar mistakes back in my client-side days, and I'm sure I've been guilty of some account management indiscretions when agency side.
The wonderful thing is you learn more from your mistakes. I'm hoping that by sharing this insight I can help you avoid or at least mitigate the risk of making such mistakes.
An interesting recent blog from Joost de Valk set out an ‘ethical’ stance for SEOs, arguing that ‘outing’ bad practice is healthy and an important way of preserving the reputation of the industry.
The basic thread is that SEO should be built on foundations of quality and integrity, not just an obsessive drive for short-term results.
It’s clear that the SEO industry is still drawn on the whole black hat vs. white hat issue. What is ethical to one person can be unethical to the next.
Despite this internal dilemma, with still more than 80% global market share, it is what Google thinks that dictates a lot of SEO strategy.
This blog is a reasoned view based on my own opinion and learning from various reports, blogs and Twitter conversations...
It was about time we had another buzzphrase to obsess over, and Google Search, plus Your World (so concise) fits the bill perfectly.
Here is a social search algorithm update that ticks so many boxes it's like SEO bingo heaven.
I’ve read a lot of articles (some brilliant, one of which is Russell McAthy over on Freshegg, and some have no substance) about the implications of Search+.
After I let all the info sink in, a penny dropped. The conclusion I came to was that Search+ will inevitably be a new source of link spam...
Is your web team using Webmaster Tools to improve site performance? If not, they should.
This post is for owners of e-commerce websites who don’t get involved in day-to-day operational trading/site optimisation and web managers/admin staff who aren’t using Webmaster Tools daily.
Ok so this isn’t new thinking, it’s not going to blow your mind with its creativity or innovation. But it’s important; the basics are essential.
I still meet Client teams (and occasionally agency staff) whom have either never heard of Google Webmaster Tools (yes I am going to focus on the mighty Google as it still dominates global market share, stats here.), or don’t really know how or why they should use it.
They really should use it as part of the overall site management toolkit.
Read on to learn why and see how easy it is to use the data to help inform your planning process.
Whether you’re in B2C or B2B,
product data influences buyer behaviour. The quality and clarity of your data
will influence the decision making success of website visitors.
Good decisions require high quality data. The more complex the purchase
decision, the higher the demand for detailed product information.
There is a direct cost to
poor product data; someone has to retroactively go back and make changes, which
can be incredibly time consuming.
In previous roles, I have spent long evenings
correcting data mistakes because it wasn’t done properly in the first place.
Not a good use of anyone’s time.
It's an emotive debate this long vs short landing page one. I have read a lot of tirades against annoying sale
pages that scroll and scroll forever.
However, I have seen enough of these
long form pages (Here's Econsultancy's landing page) to know that people are using them
for a reason. It can't be coincidence.
And some of the companies using long
form are respected brands (e.g. Amazon) with digital pedigree, so why would
they contravene the basic tenets of usability and user experience?
This blog looks at the approaches and tools you can use to optimise your landing pages and take the emotion out of design and decision making.
In an interesting though at times over-excited Marketing Manifesto ebook Velocity proposes six B2B Staples, the first of which is content marketing.
Content has always been important to B2B, so why all of a sudden am I writing a blog post about it? For the simple reason that the business audience mindset has been shifting and digital content is the new brochure.
It’s a long road this
path to digital enlightenment, and it involves many crossroads and epiphanies.
the past 10 years I’ve been implementing digital campaigns, defining e-commerce strategy and I’ve been agency-side responsible for a challenging set of retail
accounts. I’ve been on both sides
of the fence when dealing with agency relationships.
This blog takes a peek
at the wonderful mistakes I’ve made that today put me in a position of strength
and confidence. You might well recognise some of these from your own
experience, you might be able to suggest some more; we’re human after all.