Month: September 2020

The percentage of eCommerce transactions that contribute to total retail sales has been on a steady incline for more than a few years now. A healthy market is always good news but it can also mean there is stiff competition in a particular market. This can cause it to become more difficult and expensive to attract customers to your business.

The tools available to ensure a successful digital marketing campaign are plentiful. The following six tips are an excellent place to start for business owners who need to drive more sales to an eCommerce website.

Google Shopping Ads

A Google Shopping campaign will allow you to prominently display your product advertisements atop search results precisely as prospective customers are searching for the products you sell. The ads you create should include images of your products, pricing information, customer reviews, and a button that allows customers to add their product selection to a virtual shopping cart.

The first step in the process is to upload a data sheet for your products to the Google Merchant Center. Next, your Google Merchant account and Google Ads account should be connected. Once this is completed, Google will automatically deliver your product ads to customers who use its search engine.

Remarketing

According to a report from Google Shopping, the average conversion rate for a Google Shopping advertisement is two percent. And while these numbers may be a bit disappointing to some business owners, it only means you have a bit more work to do before realizing the sales goals you have for your business.

When your advertising does not result in an immediate sale, customer interaction still took place. This makes it possible for you to remarket your information to prospective customers to increase eCommerce growth. Remarketing allows you to stay relevant in the minds of customers who are on the fence regarding the purchase of your products.

One specific eCommerce marketing method that successfully makes use of the remarketing technique is to target prospective buyers who interacted with your ad on Google with a second ad the next time they sign-in to Facebook.

Likes to Sales Conversions Through Instagram

Conventional wisdom among marketers has for years suggested that the main function of social marketing is to build social awareness while search marketing should be used to drive sales. Though both methods will accomplish the stated goals, absolute distinctions that were once made between the two eCommerce marketing strategies are quickly becoming obsolete.

A major reason for this change of outlook is the shopping that is now done on Instagram.

You will need to set up an Instagram business profile and upload your catalog of products to their parent company, Facebook. These steps will allow you to tag your products in the posts you make to your organic feed.

Users who find your product on Facebook will not be directed to a home or random page on your site where they will then have to navigate the site to locate the desired product. Instead, your prospective customer will be carried from Instagram directly to the page on your eCommerce site where the product in which they are interested is located.

This method of social shopping eliminates friction and allows for an effortless shopping experience.

Use Customer Reviews to Build Trust

It is one thing to use SEO and eCommerce marketing techniques to drive traffic to your website. It is another thing altogether to turn this traffic into sales conversions that will fuel the eCommerce growth of your company.

Savvy customers are cautious when it comes to parting with their hard-earned money. One thing that can prove persuasive when there is any type of buyer resistance is a thumbs up from a customer who has already spent their money on a product.

A rating and review section on each of your product pages is an eCommerce marketing technique that has proven its effectiveness over time.

Cross Sell With Pop-Ups

Pop-ups are another of the eCommerce marketing strategies that have stood the test of time. A pop-up is an additional window that will suddenly appear on the screen of a computer user to show an advertisement. Pop-ups are great to use when you want to offer a customer that is already shopping at your eCommerce website with a discount that can be used to offset the cost of additional purchases.

Gain Customers Through Referrals

A good referral program will provide customers with incentives to refer the people they know to your business offerings. The theory is that prospective customers will place trust in the recommendations they receive from friends and family members. This digital marketing tactic is not too different from gathering customer reviews. The major difference is that customer referral is made directly to an individual while customer reviews are posted online for all website visitors to see.

The Takeaway

Success in today’s highly competitive online business world will not be possible without a well thought out SEO and eCommerce marketing plan. The six strategies above should be enough for you to begin drawing customers to your eCommerce site. Great products and a consistent marketing effort will keep them coming back for more, again and again.

Seeking Alpha just came up with a fabulous article covering the explosive growth of eCommerce. 

E-commerce has become the primary way that consumers are now shopping due on the ongoing pandemic. About 16% of retail sales in the second quarter happened via online eCommerce. That’s an 44.5% increase from the Second Quarter of 2019.

The next wave of eCommerce growth will happen in groceries, health services and products, and vehicle/auto sales.

In the long term, newer technologies like virtual reality (VR) and agmented reality (AR) will will further narrow the gap
with traditional brick-and-mortar shopping.

More consumers are now confortable buying clothes online. From 2005 to 2020, the penetration rate has grown from 5% to 25%. People are becoming more comfortable buying shoes, clothing, and cosmetics via eCommerce.

Millennials and Gen X-ers now prefer to buy online vs via traditional brick and mortar. Now, these generations have a 49K to 65K annual income with and represent America’s largest generation.

Because of the pandemic, older generations have realized how easy it is to buy online and are doing so.

Determining the Value of Backlinks Can Be Difficult

Backlinks are vital, but determining their value can be difficult. Here are a few ways to figure out the worth of your backlinks.

So, you recently acquired a cool backlink from another internet site. Now what? Is it powerful enough to notice changes in your SEO rankings. We’ve all been told links are important to SEO. But every link isn’t created equal. Many can pose significant threat your site in the long run.

There are plenty of factors behind a backlink. In this piece, I’ll walk you through several factors to assist you in identifying the worth of your backlinks.

Is It A Unique Root Domain?

The primary metric you ought to check is singular root domains. Unique root domains are links from an internet site that hasn’t linked to your site before. Those are extremely valuable. Think of each link is a vote for Google to rank you. If they see you have 15 votes from the same person (or websites,) it isn’t as effective as 15 separate votes, all from different people or websites. It’s a bit suspicious if your profile is crammed with links from one particular domain. So diversification is the name of the game. Now 94% of all internet content contains no links. Therefore one, two or three backlinks from a single root domain is unlikely to harm your site. However, if that’s all you have, it’s time to diversify. Simply put, the more unique domains you earn links from, the higher you’ll rank.

Are Domain Ratings and Domain Authority Just Vanity Metrics?

Although the following terms are different, they are basically the same thing.

  • Domain Rating
  • Domain Authority
  • Authority Score

In layman’s terms, the higher a domain rating, the more links it has from significant sites. The lower the rating, the fewer links from unique sites.

Isn’t it a vanity metric, then?

Only to an extent.

Does it really matter, then?

More than you can imagine.

Domain rating isn’t just a vanity metric.

It indicates what traits Google will rank. That is, websites that are proven to have diverse, authoritative link profiles and amazing content. These are sites that garner a lot of trust and word of mouth.

A link from an enormous site with a favorable domain rating can be beneficial.

How to Know When Your Spam Scores Are Too High?

It’s a common occurrence to hear that a high spam score means your website is probably moments away from being penalized.

But that’s not exactly true.

Clearly, owning a link profile full of spam sites is horrible. Having a few sites with higher-than-average spam scores sprinkled sparingly,on the other hand, is not.

Moz reccomends:

  • Low: 1-30%
  • Medium: 31-60%
  • High: 61-100%

Your link profile will nearly always have a mixture. Make sure the majority is low, medium and few high.

Ask yourself these questions when analyzing a link with a high spam score:

  • Is this site legitimate? Or is does it seem shady?
  • Is the content I’m mentioned within well done?
  • Is the anchor text relevant, or is the content a mixed bag of random links?

Spammy outbound links are fairly easy to sniff out, but spam scores can’t always grant you such insight. Sometimes you have to look a little deeper and take an item-by-item approach.

search-engine-optimization-seo

Does Organic Traffic Matter?

Organic traffic can be a great metric to explore if you’re trying to uncover the value of a new link.

You can find organic traffic estimations from the following tools: Ahrefs, SEMrush, SimilarWeb, etc. These are great to look at because estimations are based on clicks as opposed to Google Analytics.

Ahrefs makes it super easy to see if a site has great organic traffic. And to see what keywords they rank for, you’ll only need to check the keywords report.

If the keywords rank high on the first page, they’ll probably have a great deal of monthly organic visitors. Therefore, it’s in your best interest to acquire links from websites with consistently high amounts of organic traffic.

In organic traffic, anything over 1,000 is a more than decent starting point.

Is An Exact Match In Anchor Text Harmful?

Half of the gang fights for exact match anchors in order to spice up keyword rankings.The others look for more “natural” anchors to avoid penalties in their SEO.

Which side is right?

Both.

Link building is more about balance and less about stacking your profile with high ranking links. Leaning to heavily to either side of the spectrum suggests your links were gained by a few inauthentic practices.

Instead, aim for a mix of both natural anchors and exact match anchors.

Creating a Link Gap

Any relevant backlinks your competitors don’t have are a great to pursue for a few specific reasons:

  • It gives you authority in your niche and cuts down on your competition.
  • You’ll command more direct referral traffic.
  • Your authority rises with each link after that. Ultimately, you’ll pull away from the pack and separate yourself from your competitors.

Each time you gain a new link, run a Link Intersect report. You’ll be able to zero in on those who are linking only to your competition or only to you.

With each link you gain and email you send, try to make a bigger link gap that skyrockets your domain authority above the competition.

Content Is King

So far, each of the factors we’ve walked through is a big deal.

But content is king.

Basically, mention context means to look at all a link’s factors to find out if the content has innate relevancy and impact.

Let’s put it this way:

  • How good is the article that mentioned you?
  • Is it an anemic 300-word piece Google won’t rank? Or is it a 5,000-word King Kong piece of content that’s beating its chest on the top of the SERPs?
  • Does the subject you were mentioned in align with your backlink? Or was it used out of context?
  • Were you linked amongst an exclusive group of other outbound links? Or was there an exorbitant amount of others?

The context is vital. If you’re getting mentions on low quality sites with weak context, it’s far less meaningful.

In conclusion, checking the value of your new links should be first priority as soon as you acquire them.

While most links in your link profile are important, not all of them were created equal. These factors are several of the most important ones that will help you discover the most powerful links you can use to heighten your rankings.

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