Articles

SEO: Search Engine Rankings Vary Among Searchers

September 17th, 2009

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Originally published in Practical Ecommerce

Marsha, Marsha, Marsha…. Rankings, Rankings, Rankings

If you really want to measure the effectiveness of your SEO campaign, stop obsessing about rankings.

Search engine rankings remain a ‘nice’ diagnostic tool and should be tracked as a metric, but rankings are not the most telling measure of SEO success.

Rankings Can Be Different for Each Searcher and the giant success or dismal failure that a particular ecommerce merchant perceives may be isolated to his or her search results. Truly understanding the search factors for your site is one of the most effective ways of helping your team focus on the measures that really matter, and halting obsessive rank checking.

Which factors influence the search results for individual users….Read more.

Marketers, It’s Time to Hop Off the Time Management Treadmill

September 12th, 2009

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Originally published in MarketingProfs

Ever sigh to yourself, “There just aren’t enough hours in the day!”? Well you’re not alone. Most of us are overloaded and under-resourced. But it doesn’t have to be that way. And managing your time more efficiently isn’t the answer. Read on to learn the secrets of stress-free productivity…

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New tricks for Old Pueblo

December 7th, 2008

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Originally published in Multichannel Merchant

In this article on Multichannel Merchant, Netconcepts founder and President Stephan Spencer sits down with Amy Africa to review Old Pueblo Traders, an eCommerce clothing site. Stephan’s contribution discusses key concepts in SEO like this one:

In my brief tour of Oldpueblotraders.com, I found plenty of opportunities for major traffic gains through search engine optimization. The first one became immediately obvious as I was loading the home page. Directing my Web browser to load http://www.oldpueblotraders.com/, I was immediately redirected to http://www.oldpueblotraders.com/pagebuilder/.

Unfortunately, the type of redirect used was a temporary one (302) instead of a permanent one (301). I discovered this through the use of a server header checker (http://www.webrankinfo.com/english/tools/server-header.php) A 301 redirect passes PageRank and link popularity to the destination URL, whereas a 302 redirect does not. Luckily, this is an easy thing to fix.

For more about this eCommerce website audit, visit the original article on Multichannel Merchant here.

SEO Toolbox Tips

August 13th, 2008

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Originally published in ClickZ

How current is your SEO Toolbox? Do you have all the tools needed to research, analyze & diagnose the SEO issues for your website? Are you reading the most useful blogs? How well organized are the RSS feeds you subscribe to? Are you using webmaster tools to gain an inside view to how the search engines see your website? In this article Netconcepts Director of Search, P.J. Fusco shares a few of her favorite goodies in her SEO Toolbox:

…updating and refreshing your SEO toolbox requires a continual flow of information to keep up with the job’s demands. Keeping your SEO toolbox well organized and current has never been more challenging.

Read the full SEO Toolbox article at ClickZ.

SEO Report Card: Littlepixiegifts.com.au

August 6th, 2008

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Originally published in Practical Ecommerce

A SEO review of this site and the Best Practices in use, as well as opportunities for new optimization. Analyst Jeff Muendel of Netconcepts goes through the site with a fine tooth comb. Learn from his findings on how to analyze your ecommerce website and tweak it in time for holiday traffic.

If Little Pixie Gifts has an SEO weak point, it is in the URLs. As search engines spider the URL addresses along with title tags and page content, each URL should reflect the keyword theme of the page. Instead, Little Pixie Gifts has URLs like http://www.littlepixiegifts.com.au/cart.php?target=category&category_id=62. While such a URL doesnâ??t necessarily hurt things from a search engine perspective, it certainly doesnâ??t help.

To read the full article, visit Practical Ecommerce.

A Natural Disposition for Search

July 31st, 2008

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Originally published in ClickZ

Is the use of rich media and new web technologies such as AJAX hiding your retail website from search engine spiders? Has your company shifted efforts away from natural search optimization to opt for the coolest, new applications to enhance the user experience? In this article for ClickZ, P.J. Fusco, director of natural search for Netconcepts discusses the importance of maintaining a natural search marketing strategy.

With rich media in plan, dynamic Web site constructs in motion, and competing forces all around, putting together a natural search strategy has many complex components. Just as a wetland must work in harmony with the environment to produce desired results, so too must an online organization provide resources for understanding natural search, lest the spiders get bogged down by the muck.

For more about this topic, visit the full article on ClickZ.

Christmas in July?

July 17th, 2008

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Originally published in ClickZ

Link building tips to get ready for the holiday season. Netconcepts’ director of search, P.J. Fusco discusses the need for quality links for Search Engine Optimization. While many retailers focus their energy and glitzy gift sections and giving guides for every member of the family, links are the gift that will keep on giving to a website’s value to search engines.

To learn more about this tactic, read the full article at ClickZ.

Be a Converter

July 2nd, 2008

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Originally published in MultiChannel Merchant

Do you know your website’s conversion rate? Do you know if it is above or below average for a typical merchant? The average conversion rate is only about 2.4%. How can you increase your site’s conversion rate? Learn from Netconcepts Founder & President, Stephan Spencer about how to improve your organization’s website to become a better converter. In this article for MultiChannel Merchant, Stephan discusses the use of Persuasion Architecture, how to design for different personality types, analyze your audience’s needs and to adjust your tone.

Technology is not a means to higher conversion rates; it is just a tool that must be properly managed, configured, and implemented in order to reach your goals. Just having a great CMS with an advanced shopping cart system is not enough â?? there are no â??set it and forget itâ?? solutions for improving your conversion rate.

For more on this topic, read the full article here.

Social Disclosure

June 2nd, 2008

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Originally published in MultiChannel Merchant

How do you communicate with your customers and build your brand? Are you talking at them, or do you have an online dialogue with them? Stepping into social media allows merchants the opportunity to speak to customers and build a brand-loyal community. This requires loss of some control, since customers will be generating their own content. It is worth the investment. Written for Multichannel Merchant, Netconcepts President Stephan Spencer and analyst Tim Gill discuss the benefits of social media for merchants.

Retailers can leverage this dialog to gain insight into marketing research, generate product feedback, conduct merchandise testing, and initiate product improvements. By taking a dialog approach to social media instead of a louder, flashier version of commercial interruption, you can learn what consumers want, and how they want it, on a one-to-one basis.

For more on this topic, read the complete article here.

SEO Report Card: Pinkorpunk.com

April 2nd, 2008

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Originally published in Practical eCommerce

In this edition of the SEO report card, Jeff Muendel reviews eCommerce site pinkorpunk.com. This niche eCommerce site sells accessories that (you guessed it) are either pink or punk. This website audit is especially helpful for other new eCommerce sites, since pinkorpunk.com launched quite recently. Here’s a little bit about what Jeff has to say about this unique boutique.

Pinkorpunk.com is a fairly new website, which may partially explain its PageRank of 0. But, the other factor in the ranking is the site’s small number of inbound links. Yahoo! sees 45 links from outside sites while Google doesn’t list any at all. Inbound links translate to PageRank, and higher PageRank translates to better search engine results. This site, with its vibrant content, should have no problem garnering links! A linking campaign is in order here. Research online directories and get listed in those that still have decent PageRank (many have been recently demoted by Google in that regard). A blog is also in order, especially with such hip content. Online press should be a target as well, as should social media avenues like MySpace, Flickr and Facebook.

For more about this niche eCommerce store, visit the Practical eCommerce website audit here.


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