Archive for the ‘eCommerce’ Category

Increase Positive SEO Signals and Reduce Negative Signals

Thursday, August 20th, 2015

My last blog outlined the main SEO tools that businesses need. Tools like Google Analytics and Webmaster Tools, when set up correctly, help you monitor both the positive and negative factors that affect your site’s SEO.

SEO E-commercePositive signals to watch and improve include:

Mobile friendliness – The degree to which your site is mobile friendly will affect your SEO. In April 2015, mobile friendliness became a significant ranking factor for Google in determining a page’s position on the SERPs for Google visitors on mobile devices. Use Webmaster Tools (WMTs) such as Google Search Console or Bing Webmaster Tools to monitor and improve your site’s mobile friendliness. As a separate tool, Google offers a quick test that reviews your URL and reports whether the page has a mobile-friendly design.

Keyword rankings – When your site contains relevant, quality content related to search phrases frequently used by visitors of Internet search engines, then these are positive signals for your SEO. Use WMTs to see which keywords and pages rank highest; use this information to determine which content on your site is most influential. Avoid the temptation to pack more of those high-ranking keywords into every page of your site – this could backfire and send out negative signals. Instead, use the keyword data to guide your content development and focus.

Links from other sites to yours – The links you naturally earn from sites with high domain authority (like when you’re mentioned in an e-commerce industry article) equate to positive signals that increase your rankings. However, resist the urge to outright ask publications or associations to add a link to your site – Google has mysterious ways to discern whether a link is simply requested or actually earned. Instead, create standout blogs and provide valuable industry news through social media and PR efforts. When you deliver information that others want to share, you truly earn links that boost your overall SEO efforts.

Structured Data – Structured data improves the bots’ understanding of the entities (products, organizations, blog posts, video objects, etc.) referenced on your site. You can improve the visibility of your pages by marking up the main entities and ensuring organizational markup is present on all pages. Check that structured data used on your side is understood correctly using the tools provided by Bing and Google. Keep in mind that incorrectly implementing structured data might do more harm than good.

Negative signals to watch and minimize include:

Crawl errors – A common crawl error that triggers a warning from WMT is a soft 404. If search engine bots pick up on pages that no longer exist and a no-results page is shown but not accompanied with a 404 http return code, this is a negative quality signal against the domain. To be clear, showing no-results pages is not a bad practice in itself – there are even possibilities to engage with visitors on them. However, they always need to be accompanied with a 404. On spotting soft 404s, you should immediately engage with your web designers to ensure the no-results page behaves as expected. Once the fix is in place, you might choose to “fetch” or “fetch and render” the no longer existing page to ensure it is returning the desired 404 response.

Large number of URLs on site – WMTs will send you warnings if you use too many URLs on your site, which could negatively affect your SEO. To correct this problem, you need to take a hard look at the pages that are already found. The WMT warning message will contain some example URLs; go through the list and confirm whether you want all of these URLs to be indexed. In addition, check for canonicalization issues. Ensure you have blocked access to your site search so that the bots cannot crawl your search. Even if someone links to a result page of your local site search, you don’t want Internet search engine bots crawling the page and adding it to their indexes.

Also think about indexation depth within your site navigation so you can avoid too many pages getting indexed. Generate an impressions/clicks report from the top pages to understand how much attention your deeper pages generate. Limit access to deep pages and consider not allowing all navigation refinements to be indexed.

HTML signals for missing, duplicate, too long or too short meta descriptions or title tags – Meta data still matters, and it’s easy to add any missing meta descriptions or title tags. WMT offers HTML improvement suggestions to show you any meta data that needs correcting. Simply add a description or title that is relevant to the topic and content of the page, within the provided character limits, and then you’ve resolved your problem.

If these tips were helpful, feel free to download our SEO Guidebook, “How to Get the SEO-Driven Revenue You’re Missing.”

The New Rules for Back to School

Monday, August 10th, 2015

color_pencils 2.0“Don’t you love New York in the fall? It makes me wanna buy school supplies. I would send you a bouquet of newly sharpened pencils if I knew your name and address.” —You’ve Got Mail

The time-honored tradition of buying new clothes, shoes, backpacks, pencils and notebooks in anticipation of the school year is a serious retail event – second only to the winter holiday season.

The National Retail Federation predicts the average back-to-school family will spend $630 while the average back-to-college family will spend $899 for an industry total of $68 billion this year.

But the tradition is changing. Shoppers are shifting how and when they will buy back-to-school supplies, according to recent surveys by the National Retail Federation and Deloitte.

Regarding the when, there is a trend toward procrastination. Deloitte’s 2015 Back-to-School Survey reveals 31% of consumers won’t complete their shopping until after school starts this year. Many are reusing supplies and restocking as needed.

How parents and students are shopping is also changing. Brick-and-mortar stores are still the main place of purchase. But for the first time in the Deloitte survey, online shopping was the second most common response when participants were asked, “In what types of retail environments do you plan to do your back-to-school shopping?”

In 2012, only 20% of respondents said online sites were among their top five back-to-school shopping destinations. This year, that number was 44%.

The top back-to-school spending categories are clothes, electronics, shoes and school supplies such as notebooks and backpacks, according to the National Retail Federation. Deloitte’s survey broke spending down even further to find that electronics are more likely to be bought online than other back-to-school purchases.

As online shopping gains popularity among the back-to-school crowd, the use of smartphones and tablets is also increasing. More than 40% of back-to-college shoppers are using mobile devices to research and price compare, and more than 30% plan to make purchases via their smartphones or tablets, according to the National Retail Federation.

Free shipping is a big selling point, but so is the option to buy online and pick up at the store, which will be used by almost half of back-to-school shoppers, according to the National Retail Federation.

Mobile shoppers are also using smartphones to find store locations and locate in-store products. Meaning retailers that want an A from parents and students should focus on providing a strong omnichannel experience, including mobile-friendly sites with geolocation services and accurate in-store inventory.

SEO Tools E-commerce Businesses Need

Monday, July 20th, 2015

SEO ToolsThere are hundreds of SEO tools to choose from, but every business should start with two basics: Google Analytics (GA) and Webmaster Tools (WMT).

For baseline measurement of your site traffic and SEO performance, not only should you have a GA account, along with Google and Bing WMT accounts, but you need to ensure they are set up correctly. They will provide valuable insight on your site’s performance and monitor the factors that affect your site’s SEO.

This blog covers offers tips on getting the most out of GA and WMT, as well as suggests third-party tools that are helpful to improve your SEO. This is part of our blog series on SEO.

Google Analytics

Google Analytics (GA) offers all the basic knowledge you need to track your site traffic and evaluate factors that affect your SEO. When set up properly, GA provides analytics on:

  • Search Traffic – amount and quality of traffic coming from search engines, including visitor demographics and how they found your site
  • Keyword Effectiveness – which keywords are driving traffic and conversions
  • Content Performance – which site pages and landing pages are driving the most traffic
  • Sales and Conversions – which search results and pages users click on that result in a sale
  • Engagement Metrics – which parts of your site have the best/worst engagement metrics
  • Rich Segmentation of Traffic – specific segmentation of metrics (e.g. segmenting metrics by device type)

To get the most out of your GA reports, Google offers a setup checklist that includes steps for installing a tracking code, identifying goals for what you want to track, linking to AdWords and/or AdSense, optimizing keywords, and tracking e-commerce performance against keywords and marketing campaigns.

There are a number of common mistakes made with GA setup that can significantly skew your results – and therefore, the quality of the data you’re using. For Google Analytics to be effective, you need to make sure you filter out fake traffic from botnets and avoid using too many profile filters. Also, it’s a good idea to use other analytics tools to double check your GA numbers. For more on common mistakes to avoid when setting up Google Analytics, watch this SLI recorded webinar.

Webmaster Tools

Webmaster Tools are both Google Search Console and Bing Webmaster Tools. Webmaster Tools (WMTs) provide you with important information needed to monitor factors that will influence your site’s SEO. WMTs go beyond Google Analytics to provide insight on how your site is viewed by search engines. It will notify you of broken links, crawl errors, HTML errors and other potential problems. You’ll most likely want to set up Google Search Console first. With recent changes to traffic distribution, however, Bing’s Webmaster Tools (showing data for both Bing and Yahoo!) should not be ignored.

To decide which WMT to focus on first, check your GA statistics for insight into which organic search sources drive the most traffic to your specific site. Then set up your WMT account. SEO expert Bruce Clay has a free online newsletter that goes through the WMT set up process in detail. Or you can get yourself started with Google at www.google.com/webmasters/tools.

Once your analytics, Webmaster Tools, site pages and URLs are properly set up, it’s time to monitor, tweak and repeat on a regular basis. Your Webmaster Tools will become your best friend, as they offer insight into how you can increase the positive signals and reduce the negative signals that will affect your site’s SEO

Third-party SEO Tools

There are hundreds of third-party tools available to further improve your SEO. Take a look at a few of these resources to see what might work well for you. Also, don’t forget to look at what third-party tools your direct competitors are using – if they’re more successful than your site in SEO, it’s a good idea to know what they’re doing to get there.

Here are a few third-party SEO tools that are popular:

  1. Moz, SEM Rush, Search Metrics: Several inexpensive, powerful tools that track your ranking of keywords over periods of time include Moz, SEM Rush and Search Metrics. These tools can also show you when a competitor started a campaign that targets your keywords.
  2. SpyFu: For between $79 and $1,000 per month, SpyFu shows you your competitors’ most profitable keywords and ads. This offers insight into their success so you can build a strategy to beat them at it!
  3. Screaming Frog: This low-cost tool crawls your site and provides an onsite SEO audit so you know where to improve SEO elements like URL, page title, meta description or duplicate page issues. Screaming Frog can also reveal issues with your site navigation and discoverability of content.The free version may be sufficient for spot checks. Make sure your site can sustain the load the tool might generate.
  4. Google Instant Search: For an incredibly simple, free tool for keyword discovery, start typing a keyword into a Google search box to see which suggested, common search phrases pop up first. As an example, when you type “pants for,” you’re shown different suggestions than when you type “jeans for.”
  5. Ubersuggest: Another easy-to-use tool for keyword generation, Ubersuggest.org is a free resource where you can plug in keywords, choose a language and source, and receive further keyword suggestions.

 

For more on improving your site’s SEO, please download our free white paper, “How to Get the SEO-driven Revenue You’re Missing.” Also take a look at SLI Systems’ solution for improving SEO, SLI Site Champion.

 

Christmas in July? The More (Sales) the Merrier!

Tuesday, July 14th, 2015

^F4DAD660483473260EA5D4FE26EE12DA0E23D897E35805D695^pimgpsh_thumbnail_win_distrLike many, I wasn’t planning on a shopping spree this week, but now I feel it’s unavoidable. I started making a mental wish list as soon as I heard Amazon’s Prime Day described as “more deals than Black Friday.”

Now with Walmart and others joining the frenzy, Wednesday will be a must-not-miss shopping day. Just like that, the power of the words “Black Friday” have magically created a shopping holiday on a normal weekday in the middle of the year surrounded by no real shopping occasion.

Of course, Christmas in July sales aren’t new, and there’s a reason they work. We aren’t feeling the pain from last year’s holiday purchases and we aren’t yet concerned about saving for the upcoming holiday season, either. In fact, it’s the perfect time to buy something you’ve been eying for yourself.

While many retailers have mid-summer sales, the idea of many retailers having them at the same time creates an event – and compels shoppers to buy. (Think of the original Black Friday and Boxing Day.)

But why should Amazon and Walmart have all the fun? It’s not too late to ride the tide of Prime Day with your own better-than-Black-Friday sale. The beauty of online retailing is merchandising can be changed quickly based on what’s trending. In this case, it’s a mid-summer sale, and I say, the more the merrier.

For more merchandising strategies, check out this blog post or download our white paper “Use Site Search Data to Improve Merchandising.”

Advice for Amazon: Be Honest with Search Results

Wednesday, July 8th, 2015

Amazon’s practice of misleading customers with search results is again on trial, after the 9th Circuit U.S. Court of Appeals overturned a lower court ruling on a trademark infringement suit by Multi Time Machine, Inc. (MTM).

Amazon trademark lawsuit by MTMMTM charged Amazon with infringing on its trademark by creating “a likelihood of confusion” when customers search Amazon for “MTM Special Ops Watch,” which is the name of a military-style watch sold by MTM. Amazon uses the MTM Special Ops name multiple times on search results pages, even though they do not sell MTM watches.

Now MTM is entitled to a new trial, or Amazon may try to settle. Either way, it’s time for Amazon to stop fooling its shoppers. Whether they win or lose the case, Amazon should think more about site search best practices that will win loyal customers.

Here’s some advice on how Amazon and other retailers can expertly handle searches that turn up zero results:

  1. Be honest. Search results should never be tricky. The search box is the one area of your site where customers get to tell you exactly what they want. Smart retailers either give customers what they ask for or apologize for not having it. If you mislead customers into looking at other items, they’ll soon realize that you aren’t showing what they want. They’ll feel fooled and will leave frustrated.
  1. Think of the customer experience first. Online businesses depend on repeat customers. You’re not a temporary pop-up shop trying to get quick impulse buys without the concern of having buyers return to your store. When you show customers that you understand what they’re requesting and you’re doing your best to help them find it, it builds lasting respect.
  1. Be smart about merchandising on no-results pages. When you don’t have the specific product or brand that a customer requests, you can still offer alternate items without insulting his or her intelligence. There are a number of possible responses, like “We’re sorry we don’t carry items from that brand, but the following brands are popular with our customers.” In the case of MTM watches, Amazon should state up-front: “We don’t sell MTM watches, but here are similar products you might like.”Sports Authority SLI Systems Site Search
  1. Give suggestions for better search results. Sports Authority handles the no-results page by offering a “Did you mean _____” suggestion, along with the text: “You may have typed your word incorrectly or are being too specific. Try using a broader search phrase or try one of our most popular search phrases,” followed by a word cloud of popular searches.
  1. Reduce the number of no-results pages. Be sure your site search provider includes synonyms and alternate spellings in your search to reduce the number of “no result” searches. After implementing this practice with SLI Systems Learning Search®, Sports Authority saw a 300% reduction in no-results searches.
  1. Study the search terms that end in no results. In its Big Book of Site Search Tips, SLI encourages clients to review their Top No-results Search Report regularly to see what customers look for that does not come up in search results. Paying attention to no-results searches often uncovers opportunities for new items to add to the inventory. It also allows businesses to craft creative responses to a specific no-results result.

Maternity no-results page exampleUK clothing retailer Oasis handles a search for maternity clothes with the message: “Whoops, we’re sorry we don’t cover bumps – shop our accessories instead.”

Beyond potential legal ramifications, Amazon should change the language on its search results pages for the sake of delivering what customers want. Other retailers can follow best practices from the start, and not have to worry about trademark infringement.

When #LoveWins, Smart Merchandisers Win

Thursday, July 2nd, 2015

FTD roseThe U.S. Supreme Court opened a new opportunity for merchandising on Friday, June 26. Whether or not you agree with the 5-4 decision making same-sex marriage legal in all 50 states, it’s undeniable that it’s a prime marketing opportunity for retailers. Earlier this week, Multichannel Merchant published more than 20 examples of “How E-commerce Responded to the Marriage Equality Decision.”

For e-commerce businesses wanting to capitalize on the surge of online shoppers looking for items related to gay pride and same-sex weddings, below are my recommendations:

  1. Watch and respond to top search terms: Pay attention to changes in shopper behavior over standard baseline behaviors prior to the Supreme Court ruling.  In particular, look at search keywords for new or increasingly popular terms.  For example, a jeweler may see a sudden spike in a phrase like “men’s engagement ring.”  Because the search box is the one place on your site where shoppers can articulate their shopping missions without being channeled by your site navigation, search terms are strong early indicators of changes in shopper intent.

 

  1. Consider which products are a fit. The types of products you offer will vary based on your industry segment.  The above example cites a change in jewelry preferences, but a florist may see an increase in desire for rainbow floral arrangements or a party supply retailer might sell more rainbow-colored decorations. You may decide that none of your products logically tie in to this current event, in which case you’ll want to wait until you have related products or skip this merchandising opportunity entirely. Shoppers are less likely to respond to a promotion that seems forced.

 

  1. Look at top search terms with poor click-through rates. Search terms with low click-through rates can identify recent demand that your site and inventory are not meeting.  Sometimes you can solve these shortcomings simply by adding synonyms to your database. Other times you can address them with special promotions or merchandising information.  In the long term, these terms may reveal new areas for inventory expansion.

 

  1. Create just-in-time merchandising campaigns. Create campaigns for products expected to be popular among supporters of gay marriage.  Use custom banners and landing pages or even tune search results and recommendations to more ably direct shoppers to the products they are likely to want in this area.  For example, a retailer may create a custom landing page around a phrase like “Pride party” with a themed banner and curated product results.

 

  1. Remember SEO/SEM. Keep your SEO/SEM team apprised of top trending terms to ensure your keyword strategy is up to date.

 

Among the SLI Systems customer base, we have noticed the word rainbow coming up as a term with poor results so far this week.  We advise appropriate retailers to examine the word rainbow specifically to see if it is a trending term that deserves one of the responses detailed above.

Current events, as well as holidays, seasons and trends, are great positioning points for retailers. If you keep an eye on what your shoppers are already searching for online, you’ll find an endless number of ways to merchandise your products.

For more merchandising strategies to drive your online revenue, download our white paper “Use Site Search Data to Improve Merchandising.” Also, take a look at this video to see what you can do with our latest merchandising solution, SLI Landing Page Creator.

 

A Review of the Basics: SEO Terms & Principles

Thursday, May 28th, 2015

This is the first post of a blog series on how to improve SEO on your e-commerce site, so it makes sense to start with the basics:  some main SEO terms and descriptions of various SEO disciplines. If SEO is what you do for a living, you’ll know these inside and out. But for those working in e-commerce with only partial SEO knowledge, this is a good place to start.

SEO Terms You Should Know

Bot – also referred to as a spider or crawler, a bot is a piece of software used to crawl your site. Internet search engines use them to gain an understanding of your entire site and its individual pages. There are desktop-specific and mobile-specific bots. Well-behaved bots identify themselves with a unique “user agent” string that is logged as part of the page request in your web server’s access logs.

SEO – search engine optimization – the practice of increasing the quantity and quality of the traffic that you earn through the organic results in Internet search engines. (Rand Fishkin, “What Is SEO,” Moz).

SERP – search engine results page – the page on which Internet search engines (e.g. Google, Bing, Yahoo!) show search results after a visitor submits a query.

Ranking Factors – there are many ranking factors that search engines consider to determine your SERP position, including basic document relevance (relevant terms, word count, proving words), number of backlinks, site speed, anchor texts in internal and external links, engagement signals (bounce rate, time on site, pages visited per session), support for mobile devices, domain authority, etc.

Index Size – the number of pages you have listed in Internet search engines. There are two index sizes – the number of pages an Internet search engine knows about and the number of pages it has actually crawled and can send its visitors to. The first number is significantly higher (in particular for e-commerce sites) than the second and can result in unfavorable “large index size” messages sent to your Webmaster Tools account.

Snippet/Rich Snippet – the listing shown on a search engine results page below the title is a snippet; other details added to the snippet (e.g. review stats, price, availability, etc.) make it a Rich Snippet. A Rich Snippet causes your listing to be larger and appear more predominant on the SERP. In addition, the larger your listing the further it pushes down your competitors’ listings and the more likely it is to catch the attention of a searcher.

Rich Snippet Markup (RSM) – code elements that are added to the HTML of the webpages showing product or other information. RSM allows the Internet web engine crawlers to better understand the information shown on the webpages. If the information on the page is well understood and the page itself is considered RSM-relevant, the search engine might honor this with a rich snippet on the SERP or it might improve the ranking of the page containing the RSM.

DA, or Domain Authority – this term was coined by Moz but is widely used in the SEO community. DA is the best prediction for how a website will perform in SEO rankings. It’s used to compare one site to another or to track the strength of your site over time. The collection of domain-level ranking factors determine a site’s domain authority.

PA, or Page Authority – this term was coined by Moz but is widely used in the SEO community. PA is a metric predicting how well a webpage will rank in Google’s search results for a particular search phrase. A collection of page-level ranking factors determine a site’s page authority. The same page will have different PAs depending on the search phrase for which the page ranks.

Penguin / Panda / Hummingbird / Pigeon – a series of major algorithm updates from Google focusing on different aspects of ranking webpages.

  • Penguin focused on identifying and rewarding sites with a high number of legitimate inbound site links, while also identifying and penalizing sites with spammy “black hat” inbound links.
  • Panda focused on interpreting which content is of high quality. It allows Google to reward pages that have highly relevant content and penalize those that use black hat practices such as content spinning or keyword-stuffing to try to give a higher SERP ranking to irrelevant content.
  • Hummingbird focused on measuring the semantic relevance of webpage content in relationship to search queries. It focused on “intent” and not so much on exact keyword matching. It is less about what searchers are asking for and more about what they actually want.
  • Pigeon focused on identifying localized content and giving higher rankings to localized content searched for from a corresponding region.

Meta Description Tag – an HTML attribute that describes a webpage’s content and is frequently used on SERPs. A well-written meta description is important for gaining high clickthrough rates, as it sums up the information on the webpage. The meta description tag should be unique for each page on your site to improve its efficiency (Moz).

Title Tag – an HTML attribute often used on SERPs to provide an accurate and concise description of a page’s content. One popular format is to include the following three elements, in this order:

  • 1) primary targeted keyword 2) secondary targeted keyword 3) | your brand name
  • Example: Fashion Jewelry | JewelsRUs

WMT, or Webmaster Tools – Google (Google Webmaster Tools – GWT) and Bing (Bing Webmaster Tools – BWT) provide tools that allow webmasters to check the performance of their sites, monitor any crawling and indexation issues, test certain aspects of their sites affecting indexation and apply configuration to the way the search engines treat site information. Understanding the information provided within WMT is crucial to understanding the performance of your site.

Types of SEO Activities

There are various SEO disciplines or activities, each of which has a number of significant subdisciplines. Here’s a brief summary of each discipline and how it may be used to improve SEO on e-commerce sites. Not all activities need to be executed all the time, but it is a good idea to consider these items as a checklist when working toward optimizing your website.

On-page and off-page SEO: On-page SEO is any activity, on individual pages or the entire site, which is completed in an effort to boost ranking in Internet search engines (e.g. optimizing h1 tags). Off-site SEO is not related to the site but will cause ranking improvements indirectly (e.g. link acquisition, brand management, etc.).

Technical SEO: This encompasses any activity performed to ensure the site is technically sound so that bots can crawl it efficiently and effectively. Technical SEO is mostly on-page SEO and excludes content creation.

Local and international SEO: Local SEO focuses on ensuring high rankings for searches with local intent. International SEO focuses on sites with multiple geographic locations and possibly different languages. The aim is for the site to rank well in each target market and to avoid duplicate content issues.

Content creation and marketing: This discipline focuses on identifying relevant topics, creating highly engaging site content and ensuring this content is reaching target audiences. Content creators should keep in mind that great content doesn’t always yield immediate SEO results. As an example, it can take years of quality blogging to establish a new site’s domain authority. Content must be created and marketed to reach its audiences and provide an SEO benefit.

Site analysis/audits: This includes looking at specific metrics to identify why your site or competitors’ sites are ranking or not ranking well for particular phrases or topics. Site audits also typically focus on technical SEO and link profiles.

Competitive analysis: This includes the practice of understanding why competitors’ websites rank well for particular phrases or topics. This information is valuable for identifying how you can rank higher than your competition. It might also help you understand the level of effort required to outrank your competition on particular phrases or topics.

Brand management: This is the practice of ensuring your own brand is perceived well in all target markets or market segments. The higher the brand awareness for your business, the stronger your domain authority.

Come Back for More

Return to this blog in the coming weeks to learn specific ways you can use SEO to increase your e-commerce revenue. Also listen to our recent Webinar: How to Get the SEO-driven Revenue You’re Missing.

 

The 2015 Guide for Improving E-commerce SEO

Monday, May 18th, 2015

SEO graphic blogAs a retail executive or e-commerce professional, your goal is to produce more revenue. You want site traffic that is high in quantity, but also in quality – you need it to convert.

Search Engine Optimization (SEO) is just one practice out of many in your tool belt. Unless SEO is your full-time job, it’s nearly impossible for you to fully keep up with the details of constant algorithm updates that affect your site’s rankings, like the recent mobile-friendly updates from Google and Bing (a.k.a. “mobilegeddon”).

Plus, it can be difficult to know which SEO-related activities can drive more revenue without causing damage to your site’s rankings.

To help, I’d like to present our new SLI Systems white paper, How to Get the SEO-driven Revenue You’re Missing.

The easy-to-use 22-page guide will help you identify what’s possible with SEO and start on the path to improvement. Whether you have an in-house expert, use an outside agency or need to learn how to do basic SEO on your own, this paper will help you know where you want to go with SEO and outline the main steps to get there. Topics covered include:

  • Why you need to pay attention to the changing SEO landscape
  • A review of the basics: Top SEO principles
  • Two SEO tools you need to set up correctly before doing anything else
  • Six steps to improving the SEO of your e-commerce site
  • Major SEO “no-no’s” that can damage your site’s reputation
  • New streams of SEO-driven revenue most retailers miss out on
  • How user-generated SEO increases traffic and conversions without negative SEO

At SLI Systems, our search and SEO experts continually monitor and improve the on-site search of more than 1,000 client sites in the e-commerce industry. With more than a dozen years in business, we have gained unique insight into SEO best practices and opportunities, and we’re happy to share them with you.

Enjoy our new white paper now, and stay tuned to this blog for more articles on the topic of SEO in e-commerce.

 

B2B, It’s Time to Step Up Your Game

Monday, May 11th, 2015

b2b_blue_600x600 You found your niche in the lucrative (albeit lackluster) world of B2B e-commerce. It’s been great. Your clients don’t need anything fancy, you say. You can hum along with a website that walked right out of 2008 and it doesn’t matter. Because really, your customers aren’t here to shop (not in the traditional, show-me-something-pretty way). They just want to buy what they need and get back to work.

But here’s the thing: If you aren’t making it lightning fast and super simple for your customers to find and buy what they want, somebody else will. Somebody named Amazon. As Amazon launches “Amazon Business,” B2B sites would be wise to step up their game. Here’s how to get started:

  1. Start with search. Compared to non-searchers, searchers have an 11% higher average order value and a 2.7 times greater conversion rate, so it’s important and revenue-boosting to listen to what they say. Site search is key. If people quickly move from search to navigation or leave your site altogether, your site search isn’t doing its job. Good site search delivers relevant results fast.

 

  1. Showcase your expertise. You’ve created a virtual library of case studies, blogs, consumer guides and videos – all with the hope of educating and converting your prospects into customers. But can they find any of it? Andersen Windows is a good example of how to deliver search results with a wow factor. Type “French doors” in the search box, and you’ll get products along with support information, technical documents, photos and videos. Using SLI Learning SearchTM, Andersen Windows makes all of its non-product information incredibly easy to find.

 

  1. Be open to possibilities. At Spectrum Chemical, the search box invites users to input “Product Name, Catalog Number, Manufacturer, CAS #” – a confidence-boosting move that makes users feel they can’t go wrong. Smart search will allow you to create appropriate synonyms and tune your results so that visitors find what they are looking for, even if they type it in slightly different ways. Technical specifications and measurements are a great example. For instance, if someone typed 2.5, 2 ½ or 2-1/2, you’d want them to get the right results. In addition, features like SLI Rich Auto CompleteTM help people know they are on the right track by showing results as soon as they begin typing.

 

Remember, your search box is where your customers tell you exactly what they want in their own words. Advanced site search will give you the ability to easily pull reports and spot trends, like your site’s top search phrases and those ending in “no results.” Use this data to tailor your merchandising efforts and make it easier for visitors to find what they want to buy. Because being B2B is no longer an excuse for not delivering the very best to your customers.

Four Pillars of Interactive Marketing for B2B E-commerce

Wednesday, May 6th, 2015

Guest blog by Gian Genovesi, e-commerce account manager for Briteskies, an SLI partner

Many people think of interactive marketing as a priority for B2C e-commerce organizations, but not as relevant for B2B. This is not the case. The essentials of interactive marketing are just as applicable to B2B e-commerce as B2C, and in fact, the interactive marketing strategy should not differ between the two markets.

Just as in B2C, there is a tendency for B2B e-commerce companies to focus on solely SEO and SEM, which our e-commerce delivery lead, Gian Genovesi, equates to a sports team focusing exclusively on scoring as many points as possible. Increasing the points your team scores, similarly to the traffic your site obtains, is a factor of success, but in no way the end-all-be-all in e-commerce success. After all, of the top ten scoring offenses in NFL history, only one has won the Super Bowl.

four-components-IM-2While SEO and SEM are effective ways to drive traffic, traffic is only one variable in the e-commerce equation and should not be the sole focus. There are four aspects to consider when creating tactics for increasing the revenue of your e-commerce site, and paying attention to all of them together is far more impactful than honing in on just one.

1. Traffic

In its most basic sense, traffic is simply visitors to or hits on your website. However, it is important to consider where this traffic is and should be coming from just as much as its volume. Are you attracting the right kind of traffic? You want visitors coming to your site from related or otherwise beneficial sites, which helps turn visits into conversions.

Some B2B-specific tactics to ensure that you are getting views from the right places include:

  • Organic SEO
  • Pay-Per-Click Advertising
  • Content and Inbound Marketing
  • Online Display Advertising
  • Social Media Advertising and Networking
  • External Link Building
  • Off-Line Advertising

2. Conversion Rate

This is, of course, is the number of people becoming customers or clients out of the number of people visiting your site. The industry standard is 1%-3% of visitors becoming customers, but it is also important to consider who is converting and what is incenting them to convert, not just the percentage alone.

User experience is always the first factor in the conversion rate of a site. The employees purchasing for their company during the workday are the same people who go home and shop online for themselves in the evening, and they deserve a consistent and user-friendly experience no matter which context they are in. Important factors to keep in mind are:

  • Pertinent Search Results
  • Relevant Layered Navigation
  • Ratings and Reviews
  • Automated Email Reminders
  • Online Chat and Immediate Customer Service

3. Average Order Value (AOV)

Now that you have your site visitors becoming customers, how do you entice them to buy more? In B2B, there is often more involved in someone increasing his or her order value than just adding another item to the cart. Business purchase decisions often require more time and input from more people than the typical B2C purchase, so it is important to keep B2B-specific tactics in mind, including:

  • Personalized Marketing based on Customer Segmentation
  • Cross-Sells and Up-Sells
  • Pricing and Promotions
  • Search Results and Weighting
  • Product Subscriptions and Bundling

4. Customer Lifetime Value (CLV)

If a customer has trusted you enough to purchase from your e-commerce site once, how do you get them to convert again? They chose your product or service and gave you their payment information, so how do you entice them to keep coming back?

The best way to increase CLV is to reward customer loyalty. When attempting to re-engage with a previously converted customer, you want to be memorable, but not annoying. Some resources to use to increase CLV in B2B are:

  • Favorites Lists
  • Reward Points
  • Newsletters
  • Special Offers and Private Sales
  • Social Media Broadcasting
  • Frequent Buyer Programs
  • Recurring Orders

Focusing on these four pillars of interactive marketing, instead of developing a singular focus on one, will significantly improve the chances of your B2B e-commerce site seeing success in the online marketplace.

Need more information about interactive marketing? Feel free to contact Briteskies. Briteskies is a partner of SLI Systems.

About the Author: Gian Genovesi is the e-commerce Account Manager for Briteskies. He has a fiery passion for serving and aiding clients in fully leveraging the value, features, and functions of their e-commerce systems. With a myriad of experience in leveraging e-commerce systems and their wide array of supporting systems and strategies, Gian constantly strives to put his clients in an optimal position for success in the online channel.

About Briteskies: Headquartered in Cleveland, Ohio, Briteskies is a full-service solution for e-commerce, enterprise software, iSeries, and the integration of these business-critical systems. We assist our customers in bringing their brands, products and services to the online marketplace. We’re a Magento Silver Solution Partner, Premier IBM Business Partner and a JD Edwards Gold Partner with iSeries Application Specialists and an in-house JD Edwards practice.