Date post: | 22-Jan-2015 |
Category: |
Retail |
Upload: | cpc-strategy |
View: | 140 times |
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Rick BackusCPC Strategy Co-Founder & CEO
How To Depend Less on SEO
Joe Palko3dcart Chief Marketing Officer
WEBINAR HOUSEKEEPING
Webinar Recording & Questions
Stay tuned for recording emailQ&A following the presentationChat box to the right
Mary WeinsteinDirector of Content@MerryWhy
Founded in 2007 Manage over 35 Million in Ad Spend Top 50 Fastest Growing Company in San Diego We Create the Best eCommerce Content on the Planet
ABOUT CPC STRATEGY
Retail Search Resources: http://cpcstrategy.com/resources-retail-search/
WEBINAR HOUSEKEEPING
Rick Backus Co-Founder, CEO@CPC_Rick
Retail Search & Google Shopping Expert
Speaker at IRCE 2013 Speaker at SearchLove San Diego,
Boston Monthly Retail Contributor for
Search Engine Land Over 7 years working with
Ecommerce Merchants
WEBINAR HOUSEKEEPING
Joe PalkoChief Marketing Officer, [email protected]
3dcart is one of the most popular shopping carts in ecommerce today with over 18000 stores
Ecommerce Expert since 2000 12 Years of Business Development
experience Over 3 years of Shopping Cart
experience
What We’ll Cover
Key Customer Acquisition Programs Increasing Conversions with the Retail
Funnel Customer Retention StrategiesGuest blogging & Google SEO
All Products
Google Product Listing Ads
Google Shopping Campaigns Guidehttp://bit.ly/1ftorAX
Google PLA Guide 2.0http://bit.ly/1kfuasp
ACQUISITION PROGRAMS
There are over 1 billion products on Google Shopping
Google PLA clicks increased 200% YOY since Sept (2012)
PLAs are available in 23 countries globally
Google Shopping Is Now Paid
Display ads have a 22% higher click-through rate than traditional text ads
Google Shopping accounted for 13.28% of Site Traffic (2013)
Google Shopping accounted for 12.21% of Site Revenue
#Tweetable Google PLA Facts
ACQUISITION PROGRAMS
2013 Google Ecommerce Research Studyhttp://bit.ly/1cRxftw
Bing Product Ads
CUSTOMER RETENTION STRATEGY
Product Ads, 22% of all retail paid clicks Utilize Bing’s search network with 510 million retail searches per month 100 Days to switch with GSC (Mary update)
Bing Product Ads Guide http://bit.ly/1iwFZc5
Bing Product Ads Webinar http://bit.ly/1lztuja
THE RETAIL FUNNEL
Convert
= Customer Retention
EDUCATE
CURATE
CONVERT
Mens Shoes
Nike Shoes
Nike Air Max +2013
Customer Retention Strategy
Build a product line or Build an experience
Building a Product Line:
Requires Unique Selling Proposition at the product level Requires high volume of product reviews You need a large network of distributers Profit growth is typically slower than building an experience As profit grows, pricing enforcement becomes a bigger challenge
CUSTOMER RETENTION STRATEGY
Building an Experience
Requires Unique Selling Proposition as a Seller Requires high volume of seller reviews Doesn’t work with commodity products (your customers won’t
care) Requires up-front capital and frequent innovation Experience must be consistent across the entire conversion funnel
CUSTOMER RETENTION STRATEGY
CPC STRATEGY
Retail Search Resources http://bit.ly/1g5PBXG
Questions for [email protected]@Rick_Backus
Is Guest Blogging Dead?Joe Palko - 3dcart CMOFollow us on Twitter @3dcart
What is Guest Blogging?
It’s basically submitting a blog post to be published on another blog, with the owner’s permission of course.
It’s a popular online marketing strategy... ● for search engine optimization
(SEO)● to establish credibility and
authority in your niche
How Does Guest Blogging Typically Work?
How Does Guest Blogging Typically Work?
Step 1- Look for authority blogs in your niche with good following. Step 2- Email the author to ask permission if you can post a guest blog. Give a proposed title and summary of your article. Step 3- Find out the terms regarding backlinks. Step 4- Write the article and incorporate one or two links that lead back to your own site. Sometimes you might have to place the link in your author bio. Step 5- Submit and say thank you in advance. Wait for the approval and publishing date.
Why Does Google Seem to Dislike Guest Blogging So Much These Days?
● Google wants to crack down on web spam
● so many crappy guest blog posts these days with low quality writing, unnatural and irrelevant links, and no-good websites
● plenty of spammy sites are utilizing guest blogging as a link-building strategy
What’s All the Rap on Guest Blogging’s Alleged Death?
● Google’s Matt Cutts recently announced that guest blogging is dead and it’s “hanging out with really bad company”
● caused link removal craze and plenty of varied reactions
● Matt Cutts followed up with another article saying there are still good reasons to do guest blogging
Can I Still Use Guest Blogging As A Way To Build Authority?YES, YOU CAN! Here are the reasons why:● Google can’t algorithmically tell the
difference between guest blogs and other posts.
● You’ll still gather new readers and followers if your content is good and relevant.
● It’s great for exposure, branding, and expanded reach.
● You can still build authority with just your name and business name even without any links
What Should I Look For When Guest Blogging?• Look for authority sites in your niche.
- Type blog URL into Open Site Explorer to double-check domain authority and link profile• Take note of your target audience and if that of the site matches
yours. • Check for engagement
- Are there many comments on recent articles?- Are there many followers on social media?- Are there regular posts and interaction with readers?
• Scrutinize the content and go for content-rich sites. • It’s okay to blog for a good website that doesn’t allow links.
How Should I Protect Myself?• If you’re the publisher, only
publish the good and relevant articles. No need to label as “guest posts” but simply include an author bio with the link. Check the link.
• If you’re the author, try to stay away from writing for guest blogging mills. Build a readership instead of mere links. Aim for brand awareness and building of relationships.
What If Something Goes Wrong?
● Have a Plan B, Plan C, Plan D, and so on…
- alternative SEO strategies- relationship-building techniques
● Continue to provide value for your own readers.
● Keep building authority and brand awareness, but minimize links.
● Make your followers, subscribers, and/or customers happy by providing great content, products, and/or services. Give freebies, interact, be friends with them, and have fun!
Thanks again!
CPC STRATEGY
Retail Search Resources http://cpcstrategy.com/resources-retail-search/
Questions? Suggestions? [email protected]@CPCStrategy