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Archive for June, 2012

More than an online store or informational resource, your website is often the first experience visitors have with your brand and products. The images your site contains directly affect the overall perception of the quality of your products and perceived trust in your brand. This is even more critical for high-end retailers and manufacturers who sell premium and luxury brands.

Product photography — impacts brand perception

  • determines the perception potential existing customers have about your brand and will significantly influence purchase decisions
  • influences how long visitors will stay on your site, conversion, and repeat visits
  • must speak to your target market and their values to instill trust in your brand
  • can make your brand stand out from your competitors and help establish you as a leader in your industry

Ultimately, high quality professional product and lifestyle photography that captures the right look and feel of your products will increase your customer loyalty, brand image, and sales. Do you have current imagery to build brand value? Is it the right message? Our clients tap into on our in house photography studio and digital design services. We welcome conversation, enjoy the creative process, and look forward to any challenge. 877.276.2402 or info@eporia.com.

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Organic search traffic is the lifeblood of any successful ecommerce business. However, achieving high rankings in major search engines such as Google can be extremely challenging.

The following tips will help you to quickly improve your ecommerce SEO for increased rankings, visitor traffic, and higher conversion.

3 Tips to Improve Your eCommerce SEO

  1. Optimize All of Your Product Pages
    Simply getting your home page and top level pages to rank in Google is not enough. You need to get your product pages to rank as well, since these pages provide the highest ranking and conversion opportunities. If you have thousands of products, the idea of optimizing every single one may sound overwhelming. What sounds even more alarming, is not optimizing these pages and leaving these valuable sales to your competitors. Every one of you product pages needs to be fully optimized with keyword rich page titles, Meta tags, headings, and unique on-page text content to increase their rankings.
  2. Avoid Duplicate Content
    Search engines do not like duplicate content and they will penalize sites for it with lower rankings. Sometimes lower rankings due to duplicate content are not as much search engine penalties, as they are a matter of the search engines selecting the best of the crop from hundreds (if not thousands) of pages from various ecommerce sites that offer the same content. No one wants to see search results that contain page after page of results for the same product offering.

    Avoiding duplicate content can be hard to do in some cases, especially if your manufacturers require you to use their “exact” boilerplate product descriptions. If your manufacturers do not require this, you will be best off to rewrite every description in the unique voice of your site. The reason for this, is to create unique content that can out rank your competitors who are using the same boilerplate copy. If your manufacturers will not allow you to change their product descriptions, there are ways to combat this . Things you can do include allowing your visitors to leave product reviews, which will help create unique content. Add cross sells to you product pages to add additional keyword uniqueness. You can also find info to add that your competitors may not be taking advantage of such as product use and care information.

  3. Make Use of Long Tail Keywords
    When optimizing your pages think about the long tail, this is where higher search engine rankings and conversion live. For example, if you sell clothing, you will probably have a pretty hard time (if not impossible) ranking for just the word ‘Clothing’. Unless you happen to be a major brand name retailer. Also, the most obvious top level terms rarely best describe what you’re truly selling. This being the case, you need to think about long tail optimization. Let’s say you have a product page for a polo shirt. You want to look at this page and optimize it for exactly what’s being offered, which is not simply a polo shirt, since it has style elements and probably a brand name. For this example, the polo shirt is a long sleeved polo shirt by Fred Perry. Your long tail keywords for this product would include ‘Long Sleeved Polo Shirt’, ‘Fred Perry Polo Shirt’, and others that may be applicable such as ‘Black Fred Perry Polo Shirt’. Even though these keyword phrases by themselves may have relatively low search volumes, they are easier to rank for, will generate more targeted visitor traffic, and result in higher conversion rates.

Following these tips of optimizing all of your product pages, avoiding duplicate content, and targeting long tail keywords will increase your organic search traffic and overall sales.

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If you’re an experienced online marketer, you know the old saying of; “If you build it, they will come”, is not a reality. You will always need to be making an effort to build your brand online if you want to see significant results. Simply having a great website with lots of good content isn’t enough.

Social media offers an incredible opportunity to increase your online presence, website traffic, and ultimately your sales (without the costs of online marketing methods such as pay-per-click advertising). However, making your social media efforts produce results requires ongoing effort, and you should be prepared to set aside at least an hour a day to actively participate in your chosen social media activities.

Your social media efforts should be focused on encouraging others to share in positive interactions with your brand, such as ‘Liking’ you on Facebook, and other sharing methods such as ‘Repinning’ your products on Pinterest. Keep in mind that the more the search engines see others interacting with your brand via social media, the more favorably they will view your site.

Social media can also provide more results for your brand in search results. For example, when someone searches for your company name, they could find your website and your social media profiles such as Facebook, Twitter, LinkedIn, Pinterest, your blog, and more. This can be very valuable in gaining new business from people who aren’t familiar with your brand. Searches for your brand name that result in links to your website and your social media profiles can go a long way in instilling trust in your company with potential new customers. This can also result in more ‘Likes’ on Facebook, ‘Follows’ on Twitter, and other valuable social media interactions. All of which further shares your brand with others and tells the search engines that people are talking about you, which will ultimately help your search engine rankings.

The more you participate in social media, the more places there are for people to discover your brand, visit your site, and possibly become new customers. If social media isn’t already a key element in your online marketing mix – it needs to be.

What are you doing on a daily basis to increase your online presence?

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People use the internet for three primary purposes, which are research, shopping, and entertainment. Targeting all three of these search intents (in a manner that fits with your brand) can significantly increase your website traffic and sales. As a rule, the more interesting, useful, and relevant your site and related content are, the more likely visitors will share it with others.

Here are three easy viral marketing ideas for you to consider:

  1. Create an interesting or fun community around the topic of your business. Keep in mind that this does not have to be done on your website. Such communities can be created with social media sites such as Facebook, Twitter, or even a blog.
  2. Provide content rich research information on your site. Think in terms of info such as how-to information or terms and definition glossaries related to your offerings. These types of information are frequently shared with others online and can help create more valuable traffic and links to your site.
  3. Give people something fun to do online. Think in terms of what makes sense for your business. Fun things can be as simple as photo galleries related to events your company participates on your website, to sharing photos on Pinterest of your products and company activities. Both of these are pretty easy to set up and can create more opportunities for people to share you with others.

The ideas above may take a little time to implement. However, they are well worth it considering that they can drive more qualified traffic to your site, encourage people to tell others about you, and help you gain valuable links to  increase your search engine rankings.

What are you doing to get people to tell others about you?

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Pinterest is a rapidly growing social media site that is an online pinboard allowing you to organize and share images. Pinterest users primarily include women ages 25-54. The site has an 80% female user base and their male user base is continuing to grow daily.

What makes Pinterest more exciting than most social media sites, is that it is image based. People pin, repin, and ‘Like’ others pins. With each repin and Like a pin receives, the more visibility the pin gains to other users on Pinterest. Also, Pinterest links are showing strong SEO value. The direct traffic from Pinterest can also be very impressive over time in comparison with other social media/networking sites. And best of all, it’s easy. All you have to do to get started is simply visit http://pinterest.com and request an invite. Once you’re accepted, you can quickly learn to set up boards and begin pinning.

Now that we’ve covered the basics, let’s get back to the topic of this post, Creating a Product Catalog on Pinterest. You can quickly and easily build a catalog to market your products on Pinterest. Nordstrom has created good example of a catalog on Pinterest, which can be found at http://pinterest.com/nordstrom/. As in the Nordstrom example, all you have to do is create pinboards for your different product categories and start pinning – it’s that easy!

Quick Start Tips for Creating Your Pinterest Catalog:

  1. Plan out the categorization and sequencing of your pinboards. Make sure you place your most popular product categories first. Also, you want your pinboard covers to be best-sellers as well. Make it clear that you have the offerings your audience is actively shopping for.
  2. Use high quality lifestyle images whenever possible of the product being used. This will help other Pinterest users visualize themselves using the product and encourage more purchases.
  3. Add useful and creative product descriptions to keep your audience engaged. Product descriptions should be simple and clear – and in the unique voice of your brand. Also, make sure to use your descriptions for branding. An easy way to brand your pins is to simply apply a hash tag such as #YourCompanyName. Keep in mind that hash tag use on Pinterest results in the hash tag linking to a search result for words that are tagged. Therefore, you should only apply hash tags to your company name. Another method of branding for those that aren’t hash tag fans, is to simply add the URL of the product you’re pinning at the end of your descriptions.

Once you start pinning, you will find that it’s much quicker and easier than most social media activities, and a lot more fun!

Are you ready to pin? If so, you can learn more at about getting started on Pinterest at http://pinterest.com/about/help/

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