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It continues to trouble me just how much dross there is floating about in the world of search marketing. Only the other day, I asked a prospect how their current agency had chosen the keywords that they were currently targeting.
Their response: "They asked us to supply a list of keywords we wanted to rank for and just went with those".
"Holy crap" I thought, "this still happens?"
There are plenty of good articles out there that talk about how to establish a keyword strategy so I’m not going to cover old ground in this article. Needless to say though, simply asking a client to supply a list of keywords, which are then ‘targeted’ without further analysis or discussion, is pretty scandalous in this day and age.
Unfortunately, this is just one example where agencies and consultants sell ‘search strategies’ that, in reality, are not strategies at all.
It’s an empowering time for online retailers. Thanks to sites like Pinterest and Curisma, retailers know more about what their consumers are demanding than ever before.
Two thousand years ago, Romans would make a shopping list by scratching the name of items they needed into a thin layer of wax on a wooden tablet.
Today, it’s a new generation of tablets that are playing an increasingly vital role in the retail journey, reviving a retail pattern that has long dominated the offline shopping experience: discovery shopping!
Google has a unique viewpoint from which to look at mobile’s part to play in the customer journey.
SERPs, AdWords, Google Maps, Google Chrome, Google accounts – all have a part to play. And perhaps soon Google Wallet and Google Glass.
I attended Latitude’s client summit last week and listened to Harry Davies, Lead Product Marketing Manager, Large Customer Marketing, at Google (helping customers get the most from search).
I’ve tried to sum up some of what Harry had to say, giving an overview of mobile’s involvement in retail in 2013.
Stats from IMRG and Experian Hitwise released today show the ten most popular mobile retail sites in the UK. They are, as you may expect, almost the same as the top desktop sites, with the exception of Apple.
So, since these retailers have the most popular sites, (and they must be aware of this from their own analytics) you would expect that they have optimised for mobile users.
I've been taking a closer look at the sites..
Do you have a localised SEO strategy? Are you making effective use of Google Places? If you are not, like many brands, then you are missing a trick.
For any brand, having an all-encompassing long term SEO strategy, targeting high volume key phrases, is essential to maintaining a continual revenue stream.
However, a vital area that can produce shorter term success but is often overlooked is the opportunity for localised SEO.
Some of Australia’s biggest retailers have recently spoken out at a conference in Melbourne saying that while selling online has the benefit of lower overheads, it is not yet as profitable as traditional bricks-and-mortar retailing.
A new TNS study across 43 countries suggests that 21% of shoppers use smartphones in store to 'showroom', 43% read reviews, 31% compare prices and 25% seek advice before they buy from friends and family.
This phenomenon has put the fear of God into many within the retail industry, woken businesses up to the link between the high street and internet and made retailers aware that they are not ready to service this reality.
Australia’s online sporting and physical recreation goods industry is expected to hit a huge $1.04 billion by 2018, thanks in large part to a changing retail landscape and an ageing population.
A new IBISWorld report has forecasted that online stores selling goods such as bicycles, camping equipment, exercise and fitness tools (excluding apparel) will see revenue increase by an annualised 6.3% over the next five years.
And one of the reasons for this expected rise in revenue is Australia’s ageing population, who are focusing more on health and fitness after retirement.
Since the very first emergence of an add-to-basket logo, brands and publishers have been evolving their product content to create a more inspirational offering, one that can lead smoothly to a transaction.
However, the road from inspiration to transaction has often been a bumpy one.
Could multichannel or omnichannel strategies actually hold back a successful business? In this post I'll discuss the problems for retailers.
As the barriers to publishing have dropped, the amount of bad advice has increased. I imagine you've been told in numerous articles, inforgraphics and presentations that multi or omnichannel is the way forward.
Truth is, the pursuit of omnichannel status could actually be holding your business back. Time to think again. Or is it?
Australian consumers are shying away from international online retailers if the recent NAB Online Retail Sales Index is anything to go by.
Domestic retail accounted for almost three-quarters (73%) of total online sales in Australia in January 2013, and domestic online retail sales saw a higher year-on-year growth than international, rising 28% vs 25%.
It seems China has some of the keenest online shoppers in the Asia-Pacific region, with Chinese consumers more likely purchase online than any other APAC country.
A new Mastercard study measured consumers’ tendencies to shop online between November and December 2012 and found that Chinese internet users shop online the most, registering a score of 102 on Mastercard’s Index for 2012, a figure that is up four points on the year prior.
According to the report, one of the main reasons for this rise in online shopping popularity in China is due to increased consumer confidence. Of those surveyed, only 21.4% felt unsecure when shopping online, down from 32.8% in 2011 and 35.3% in 2010.