On hold advertising might sound like old news to most people, right? Well, an interesting fact about on hold marketing we about is that 16% to 20% of callers who hear on-hold advertising make a buying decision or an additional purchase based on information heard while on hold. This makes a lots of sense for any kind of business but especially for e-merchants as phone conversation is about as close to a patron they will ever get to.
SEO Tip : Size does Matter when Optimizing your E commerce Website Product Feeds for Google ShoppingJune 17th, 2011
Google Shopping is now commanding an increasing importance for online merchants, nevertheless
Leading Search Engine Optimisation (as they spell it in Australia) agency Top Search Engine Rankings (TSER) from Sydney – Parramatta
As part of directory
The writings were on the wall for some time, with the (still limited) launch of Google Local Business Center Ads, Google is squeezing local directories, and yellow pages publishers out of valuable real-estate and clearly going after their business.
This is not for the lack of warning signs, Google hardly went through the back door, traditional directory and yellow pages publishers have known for some time that major online ad inventory carriers, Google, Yahoo, Bing, and Facebook have the upper hand over them. Given the fragmented U.S. market, most yellow pages, directories, and local search properties cannot muster enough audience to build a compelling advertising alternative, even on a local media level.
Maybe for a lack of better idea, a prevailing strategy among directories has been to develop revenues on borrowed time monetizing PPC market inefficiencies while building mostly easy-to-replicate reporting features that are hard to differentiate from a merchant perspective. The bad news is that managing PPC campaigns on major search engines for advertisers has already become an increasingly commoditized service, and competition is only getting heftier among traditional yellow pages and internet-based local search players.
Advertising markets inefficiencies tend to self-correct over time, merchants grow in sophistication, learn to replicate successful endeavors, and move away from local directory providers to become direct customers of the most popular search and social sites. Time and money spent educating local merchants about search marketing turns out to be self-defeating, as it eventually benefits competitive Internet media giants.
We are coming to the tipping point, what are the viable strategies for local directories now?
At SEO Samba, we are proposing to local directories to monetize the only part that search engines can not monetize; the organic results. We think it makes a whole lot of sense, and we welcome all directory marketers to join us and fight back.
Any other long-term viable strategy out there folks would like to share?
I’ll be speaking about SEO through the Blogs & Feeds panel at SES New York on March 26. This follows a site clinic panel in SES London this past month where I answered some interesting questions along with Brett Tabke from PubCon and Jill Whalen of High Rankings. Thanks to Chris Sherman for moderating this session. I wanted to give a brief summary of information for a few members in the audience. One person was wondering about SEO-friendly content management systems (CMS). I did not quite feel at ease with the question due to the potential conflict of interest given my position at SEO Samba, so the final answer was more on the general principles that should guide one’s selection of a SEO friendly CMS.
1. Segregate production from the actual publishing/serving of web pages. This is a must if you want to distinguish CMS-related issues from web site issues, which simplifies maintenance and maximizes availability. As a side benefit, you can maximize cross-linking value. Unfortunately, CMSs seldom let you do this.
2. Avoid duplicated content creation and links, or mitigate their potential negative effect by having some kind of canonical URL linking strategy in its place.
3. Stick to page-driven CMSs as opposed to assets-based systems if possible. Assets-based frameworks are harder to understand by end-users.
4. Pick an online solution. It just makes sense to minimize IT involvement as much as possible in these times, and this is where things are heading anyway. If you’re in IT, ride the wave, don’t fight it.
A more detailed review of execution factors can be found here:
Now, this being said, at the time I would have loved to complete my answer with the following remark, so if the gentleman from London happens to read this post, this is for you.
I feel that CMSs are the right answer to the wrong question. Given the number of stakeholders in a typical decision process, I’ve seen many CMS-related projects stall, becoming overly complex, expensive, confusing and with no clear ROI for anyone. Between IT, brand and product marketing, sales, operations, and support, everyone has their say in such a project, which results in mentioning all the adjectives associated with the project above.
As a result, I believe the best path is to clearly pin a project’s ownership on a single area of the organization. In many instances, I have seen that the expressed or implied endgame is to generate sales leads. If that is the case in your organization, then sales should be in charge, period. This changes everything. Now you’re not looking for a CMS anymore, you’re looking for a sales generation engine. The priorities are clear: the return on investment can be easily measured and the execution time frame drastically cut down. For that later reason only, pinning down the project on sales will make this approach ROI much greater than the original alternative. While others are still planning, you’re already generating additional sales, or so the thinking goes.
It does not mean that all other departments can be forgotten and sacrificed. It just means you build a solid foundation to incrementally improve and better serve the needs of everyone else within the organization.
In a down economy, shorter, less complex projects with clear driving forces, accountability and ROI make sense to me. Does it make sense to you? Please let me know your thoughts.
Howdy folks, another historic radiophonic moment in history of your truly talking about the SEO Samba organic search management platform. It probably isn’t quite on par with Orson Welles’ war of the worlds broadcast, and the Hindenburg disaster live news broadcast, but it is a start anyway