Posts Tagged ‘search marketing’

SMB Marketing Tactics Help Win and Retain Customers

Friday, October 11th, 2013

Posted by Laura Hills, VP Marketing, Dydacomp

SMB marketers share many of the same challenges as their larger counterparts and have the same desire to make their companies successful.  What is interesting, according to a recent study conducted by BtoB Magazine[1] is that SMB marketers are more active in social media marketing than marketers at larger companies and are also more likely to rely on content, email, search techniques and webinars than marketers overall.

This study found that email is the favored distribution channel for SMB marketers, with 71% citing this as their most important channel compared with 64% of marketers overall.   Content marketing was identified as the number one role for all marketers coming in ahead of branding, managing the website, company events and search marketing.  Seventy percent of SMB marketers see content marketing as their primary task compared with just 58% of marketers overall. Webinars and virtual events are used more often by SMBs at 35% versus 28% for marketers overall.

Another study that looked at marketing tactics used by SMBs found that 38% of small businesses offer customer loyalty programs.  BIA/Kelsey’s ongoing study of advertising behaviors, “Local Commerce Monitor” shows that SMBs use of loyalty programs has remained steady from 2012 to 2013 with 21% likely to add loyalty programs within the next 12 months.  Businesses are recognizing that these programs are important to customer retention and will help them to increase their sales.  SMBs tailor their loyalty program offerings and rewards to fit their frequent customer profile and target specific customer segments.   SMBs are taking advantage of transaction marketing tactics that include deals, coupons and loyalty programs to win and retain as many customers as possible.

For additional information on best practices for growing your business, we invite you to view our on demand webinar Tips, Tricks and Tools You Need to Drive Business Growth in 2013.



[1] “Defining the Modern Marketer: SMBs Driving Results.”  Sponsored by Eloqua. Conducted by BtoB Magazine, May – June 2013.

 

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Posted in Customer Satisfaction, Dydacomp News, Ecommerce, Email Marketing, Industry News, Multichannel Order Manager, Search Marketing, SiteLINK News, StoreFront.net, Webinar | No Comments »

Web Analytics and Your eCommerce Store

Tuesday, February 15th, 2011

Posted by: Al Pascale, Manager of Ecommerce Services

There is no denying the value of web analytics for your eCommerce store. It provides vital information to gauge the effectiveness of your site and improve your conversion rate. Because we understand how vital this data is to the success of your eCommerce or multichannel business, SiteLINK and M.O.M. not only offer web analytics reporting but also integrate with Google Analytics.

To monitor your SiteLINK store through your Google Analytics account you must first enable the eCommerce reporting for your website’s profile:

  1. Sign in to your account.
  2. Click Edit next to the profile you’d like to enable.
  3. On the Profile Settings page, click Edit next to Main Website Profile Information.
  4. Change the eCommerce Website radio button from No to Yes.

Once you have enabled Google Analytics for your SiteLINK store it is important to monitor the activity on your site to help improve the overall customer experience and improve traffic.

Two helpful metrics are time visitors spend on your site and the average number of pages they view. These numbers will help you determine how users interact with your site and whether they found what they were looking for when they got there. If you find that many of your visitors are arriving at a page and quickly leaving, you might reconsider design elements, site navigation or the copy on the landing page. The longer a customer spends on your site the more likely they are to make a purchase, so these metrics can help you determine when a redesign is in order to help improve your conversion rate.

Google Analytics also allows you to track how visitors find your website including what search engine and keywords they use. You can improve your search engine rankings by using this data to improve keyword density, Meta data and content development as well as PPC allocations.

SiteLINK’s built-in analytics allow you to track referring traffic on the administration page your site using the Referral by URL report, located under Store Activity Reports.  This report allows you to view a list of sites that are linked to your site and the number of potential shoppers that they refer. Seeing where your referrals are coming from can not only help you create relevant content on your home page, but also help you target other sites as a part of a link building campaign to increase traffic.

Another way to track internet referrals to your site is through the Email Campaigns Report. Here you are able to track the various Source Keys you created in M.O.M. and the sites you attached to those keys. This is done in M.O.M. under the Source Key information screen you are able to attach a source key to a referrer by entering the link in the Internet URL Referrer field. Once you enter a link in there, anyone that comes from that link will have that source key automatically applied to their order.  Check out the blog later this week for further information about optimizing your use of source keys.

No matter how you keep track of the visits to your site, the most important thing is to recognize the value that can be found in web analytics for your site.

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Posted in Ecommerce, Industry News | No Comments »

Must Have SEO Checklist for Your eCommerce Platform

Monday, January 31st, 2011

Posted by: Al Pascale, Dydacomp Manager of eCommerce Services

As more and more business is being conducted online, retailers are looking to Search Engine Optimization (SEO) to improve organic search ranking and drive more traffic to their sites.  On the most basic level, as the search engines spider sites, they seek out the density of keywords and relevant content to determine the site’s position in search listings, making it essential that retailers use all the tools at their disposal to make their sites keyword rich and therefore more visible to search engines and consumers alike.

The first step for SMBs should be to review the services available from your eCommerce provider.  A solid, fully-featured eCommerce platform will have incorporated SEO functionality into the system architecture.  A simple checklist for features that should be included in your ecommerce cart includes:

  • XML sitemaps – A robust ecommerce platform should provide instant sitemap generation using the software protocol common to Google®, Yahoo® and Microsoft®, streamlining search engine submission to make it faster, easier and more effective
  • Breadcrumb navigation – This navigation path shows the user how they arrived at the current page, gives you an additional opportunity to use keywords and makes the site more easily spidered
  • URL rewrite – URLs for product and department/category pages are named based upon the product and department/category titles themselves, making those pages keyword rich and feeding relevant content to search engine spiders
  • Fully Editable Meta Tags – Meta tags are another excellent source of relevant content and keywords for SEO.  Your cart should feature fully editable meta tags and keywords for each product and department/category
  • Customizable Page Titles – Every department/category and product page should be customizable to reflect page content and utilize keywords
  • Alt and Title Tags – Two of the most important tools for improving search engine ranking, your cart should allow you to easily create alt and title tags for every image and link pulled from stock and department information.  These tags allow search engines to determine the content of the images and present an important opportunity to incorporate brand/company names and keywords

The more your eCommerce platform can either do for you or simplify, the more hours you can subtract from your weekly commitment to SEO.  SEO is a significant time commitment but an important one that should be considered an investment in the health of your business.  Many SMBs simply do not have the staff or expertise to dedicate to SEO, but this doesn’t have to be an impediment.  Outsourcing SEO to your service provider can be an economical and effective strategy with a demonstrable ROI.

To learn about Dydacomp SEO services, contact  info@dydacomp.com

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Posted in Ecommerce, SiteLINK News | No Comments »

Using Social Marketing to Help Improve SEO

Wednesday, January 19th, 2011

Post By: Lisa Gittleman, Lisa Gittleman, Dydacomp Marketing SpecialistDydacomp Marketing Specialist

Companies, no matter what the size, are constantly working to improve their SEO.  One way to do this, which many smaller businesses often overlook, is through social media. Search engines Google and Bing have already confirmed that links shared through social networks Twitter and Facebook directly and positively impact rankings. Therefore, companies should build their social media campaign in order to improve their SEO.  It is important to have a plan in place before beginning social media efforts; discover where customers are interacting and focus on finding ways to open up the interaction between them.

Social platforms can help you find what consumers are saying about your company and product. Facebook, Twitter, YouTube, online forums, and industry and company blogs are all great places to start the search. Use the interactions to help you understand what keywords you should be focusing in on. You can then optimize your own social profiles to include those keywords and targeted search phrases to boost the visibility of your site on search engines. Social platforms can help to improve your search engine ranking, leading to an increase in traffic on your site and a stronger reputation.

These interactions can also help you figure out what content will be most effective for current and potential customers. The more useful and informative the content you are offering, the more likely it will be shared across various social platforms. This sharing is the key to improving your search engine ranking as it improves the trust search engines have in your site.

There is no guarantee that all of the interactions you find out there in the social media world will be positive. However, the best way to combat the negative reviews and feedback you receive is to actively listen to them and to alter your efforts to create a better experience.  Working to combat negative feedback usually yields increased positive results.

Social media plays a crucial and beneficial role in improving your search engine ranking, in addition to the overall image of your company. The more customers are talking about you and sharing information, the better it is for your business.

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Posted in Industry News, Search Marketing | No Comments »

Want to Increase Your Search Ranking? Take a Look at the Your Product Pages Today!

Friday, November 19th, 2010

Posted by Rob Coon, President of Dydacomp

Google can do a lot but it can’t look at the photos and videos on your website and know what they contain so they can serve your content up when they get a visitor searching for a product like yours.  They can count key words on your product pages which was the original premise of Google way back when.  So if you are looking to increase your search rankings, let’s start with the descriptions on your product pages.

If you get a chance this weekend, take a look at your top 50 product pages and see what the words and terms say about the product.  Are they very descriptive?  Does the description include the way someone may search on that product?  Does it link to other pages on your site for more information?  We looked at the 200 pages on the Dydacomp website and rewrote most of them using this formula.  Take a look at a before and after of one of the pages:

BEFORE

AFTER

Now there are many other things you can do to improve your rankings like naming your pages with the product’s name the page describes, getting more links to your site from reputable third party sources and blogs, but our recommendation is to start with content and by the looks of many of your sites this might be a fast and inexpensive pick up for you.  We can help if you don’t have time to do it.  We’ll improve the key word density of the top 50 pages of your site for $995.  Over a couple of month period as your click throughs improve from this exercise,  Google will start to reward you for “being found”  and the more Google visitors that click on you the higher your ranking goes as well.  Caution:  You will also need to continue to refresh this content to remain relevant to the search engines.

All of this information applies regardless if you are using our cloud hosted SiteLINK ecommerce solution or another shopping cart that you have plugged into Multichannel Order Manager.

I didn’t mean to give you a homework assignment for this weekend but it is one that I think will get you a really good grade for your website.

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Posted in Ecommerce, Search Marketing | No Comments »

Social Media Starts With Your Site

Tuesday, November 2nd, 2010

Posted by John Healy, CEO of Dydacomp

Everyone wants their company to be on Facebook and Twitter and I say go for it but make sure your webstore has a couple of key social elements on page that will definitely help with conversion.  The first is to be able to post buyer reviews.  You’ll see in the research below that this has a positive effect on over ½ of the audience that would typically visit your site:

The second is to have a “share this” box (www.sharethis.com) on your site as well that allows your visitors to post to FaceBook or many other social sites as well as email product page information to a friend for their feedback.  Many of you already employee this feature but it is one that you shouldn’t overlook.

One last thought on the social experience and your site.  Sometimes a visitor needs more than buyer reviews or the ability to share product page information: they need to talk to someone.  We find that a “live person” www.liveperson.com chat experience placed on interior pages of your site and triggered to pop up after 10 seconds or so improves the visitor experience as well.  The interesting part of live chat on the web is a customer services representative can handle multiple chats at once where someone the phone can only handle one call at a time.

Let us know your experiences with getting more social on your site.  Feel free to forward this to a friend as well.  All of these ideas are available on SiteLINK.

Best,

John

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Posted in CEO, Ecommerce, Industry News, Search Marketing | No Comments »

Meta Tag Implementation Techniques

Wednesday, May 26th, 2010

Posted by Stacy Miller, Dydacomp Search Engine Marketing Manager 

Stacey Miller, Dydacomp SEM ManagerThere are many types of Meta tags you can implement and utilize on your web pages to help engines digest the most relevant content on your site. Implementing proper Meta tags is an essential component of on-page website optimization, especially when you are trying to sell online goods and services.

More popular tags, such as Meta-titles and Meta-descriptions, are important to implement because they display the content in the search result when that particular web page of your site shows up in browser search results. Once ranking, the description tag content needs to address the searcher for your listing to catch the searcher’s attention. If there is no specified tag, the spiders will pull any text that can be found in the source code and index it for your listing content.

Character counts for Meta data – follow these guidelines for optimized search engine listings:
Meta Title Tag – 65 characters (summarize with most important keyphrases) plus domain address for branding!

Meta Description Tag – 155 characters (marketing pitch with most relevant keyphrases) – capture the click!

Meta Keyword Tag – 4-5 per product, 6-9 per department, 10-13 for the homepage maximum – no spamming!

Below are some examples for a better understanding of optimized meta tag content pulled from a Google search for ‘power tools’ and then just ‘tools’. Please note how the search phrase becomes bolded naturally in the results text:

1. Title Tags – they show in your listing and should be no longer than 65 characters so the verbiage does not get cut off in the most popular Internet Explorer browser page title section. This character count does vary by browser so better to be conservative here and not get your marketing message text cut off.

Listing Example: (ranked but not using full title tag text space for optimal marketing message)

 title tag listing example

 Optimized Listing Example: (utilizing specific search terms plus branded search keyphrase) 

 Title Tag Optimized Listing

 2. Description Tags – include your marketing content in the first 155 characters due to the fact that when your site receives a Google listing, the description text will be cut off with three dots… There are character count variations for Yahoo/Msn/Ask, but with Google being the most popular, it is best to optimize to shoot for natural listings with them first. See below…

 Listing Example: (the description text does not utilize maximum search marketing content space)

 Description tag listing

 Optimized Listing Example: (utilizes maximum text display for search-friendly marketing pitch for clicks) 

 Description Tag Optimized Listing

 3. Keyword Tags – not necessary but they do offer a high level of suggestion if your content relevancy. It is best to keep your keyword phrases specific to the content on the particular web page to maintain the highest relevancy factor.  Too many keywords can be noted as ‘keyword spamming’. Depending on number of products, here is a guideline:

  • Home Page – 10-13 keyphrases at most
  • Category Pages: 6-9 keyphrases at most
  • Product pages: 4-5 keyphrases at most

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Posted in Search Marketing, SiteLINK News, StoreFront.net | No Comments »

Naming Conventions for Better Searchability

Thursday, April 22nd, 2010

Posted By Stacy Miller, Dydacomp Search Engine Marketing Manager
Stacy Miller, Dydacomp SEM Manager

More often than not, I visit a Dydacomp client website for the first time to discover that product category naming conventions do not include the most important keyword. Sometimes the product name is also excluding that important keyword. This ‘missing link’ is usually the main keyword that defines the overall site theme which online business owners are afraid to use too much because it will appear too redundant from an aesthetic viewpoint.

In the context of search engine optimization (SEO), an optimal level of keyword redundancy must be used for the purpose of targeted search relevancy. Online business owners seldom have the same perception of their product base as their customers, especially when the searcher is not sure what they are trying to find on the internet.

Business ownership implies that you are the product expert in your industry, so assuming your potential customers know exactly what they are searching for is not realistic. As the product expert, you must tap into your educational skills to help your visitors navigate their way through links to find the product they are looking to purchase.

Example 1:  Client ABC sells accessories for trucks and has products for ‘truck bed panels’. In this case, the client lists their product as ‘bed side panels’ rather than including the main product keyphrase ‘truck bed side panels’. This client will miss out on the most relevant product search-ability that includes the term ‘truck’ due to leaving out the main product keyword, which ends up creating a URL like this:

http://www.ClientDomain.com/Bed-Side-Panels/products/20

Product Keywords

Example 2: Client XYZ sells equipment for a manufacturer who refers to their product as a ‘spine board’ rather than ‘medical backboard’. If both search phrases are not included in the meta data and content, client XYZ will miss out on the search-ability for both search variations of the product search.

Product Keyword Phrases

My suggestion to all online business owners:  make sure to engage yourself in thorough keyword and keyphrase research before you start posting your products on your ecommerce website, otherwise you will soon find out that without the optimal level of keyword usage in your category names and product listings, you will inhibit your product search as well as sales conversions.

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Posted in Ecommerce, Search Marketing, SiteLINK News, StoreFront.net | 1 Comment »

Driving Traffic to Your E-commerce Site

Tuesday, April 6th, 2010

Posted by Christopher Lang, SiteLINK Supervisor, Dydacomp Technical Support

The other day I was having a conversation with a client that sells clothing online and in retail locations. Because of the industry they have different sales all the time and are constantly sending out e-mails to their customers with various promotions and sale items to try and drive sales to their e-commerce store. Their biggest pet peeve, however, was that they had no way to track which sales were coming to their site based on the marketing e-mails sent out. Therefore, they had to find a way to determine how much money they should budget for their upcoming sales quarter for more e-mail marketing.

The client was already on our latest version of SiteLINK so I showed him our new e-mail campaign feature. This feature generates a link that you can put into your e-mail blasts that when clicked, automatically adds a specific source key to the customer’s order applying the order promotion without them having to do extra work. Even better, it allows you to have a direct link to the product listed in the e-mail blast!

Email Campaign Link

Needless to say, the very next concern from the client was, “Well that’s great and all, but then I can’t track any of this source key information unless I’m in my office sitting in from of my Mail Order Manager workstation.” I was then able to explain to him that this is one of the reporting features built in to the online admin interface on SiteLINK so he can run these e-mail campaign reports from anywhere he has internet access.

Email Campaign Report

Now the client is sending out even more e-mail campaigns each month and can correctly determine how many customers and how many orders were driven to the site for each and every campaign and they’re saving time and money because they took the guesswork out of the equation!

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Posted in Ecommerce, Search Marketing, SiteLINK News | 4 Comments »