eCommerce SaaS EconomicsWe once had an eCommerce marketing team come to us with a confusing and devastating problem: their competitor was massively outspending them per click in Google search engine advertising, which both this team and their competitor relied on to drive the majority of their business.
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Blogging Strategies for eCommerceThere are very few things can be said with absolute certainty, one of them, however, is that it is difficult to be successful – almost impossible to be successful – at inbound eCommerce without blogging. Blogging in content creation is the fundamental linchpin for driving organic traffic. Of the many factors affecting organic traffic, blogging is one of the most critical to master. Since organic traffic frequently has the lowest cost of customer acquisition, it is inherently some of the most valuable.
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Blog Article Keyword Best PracticesOne of the greatest challenges that most marketers have to overcome is discovering and implementing the topics and titles that drive high velocity keyword relevant blog content. The first step to writing an effective blog article is selecting the keyword or keyword phrase around which the blog article is intended to drive traffic. This keyword or keyword phrase should be relevant to the business or industry while also providing the business an opportunity to rank higher in organic search results.
Analyze your website for keyword search ranking placements using analytic tools. Good keyword analytic tools should, at a minimum, show a business where they are currently ranking for a keyword and the associated traffic that the keyword or phrase is driving. Proper use of an analytic tool will help define and put structure to keyword optimization.
Blog Article Problem Oriented Optimization (POO) Best PracticesBlog article titles are good place to exercise problem oriented optimization. Instead of focusing on writing articles about what a product or service does, focus on writing articles that iterate or address the problems that consumers face. These topics will likely contain longtail combinations of keywords designed to drive specific, targeted traffic.
Problem oriented topics can also be general problems that are relevant to a specific customer base. For example, if a company specializing in small business debt mitigation will certainly want to optimize for keywords relating to small business debt. This business should create blog content around problems relating to small businesses and finance. By writing articles that help small businesses address how to work with credit, how to raise capital, and other critical small business finance issues, this blog will become a valuable resource for prospective customers as well as bring in high quality search traffic and prospects who – although they may not fit your immediate exact targeting parameters – are also potential customers.
Blog Article Image Best PracticesAlthough not frequently considered a critical part of a well-crafted blog article, repeated studies have shown that blog articles with images perform better. Typically, an image that either refers to or directly graphically conveys the general subject matter of a blog article oriented in the upper right-hand corner of the article with the first paragraph text wrapped around it is the general standard and a best practice. Images serve to break up a blog article text while preventing the text from overwhelming to the reader.
Images also help to give context to the blog article. As they say, a picture is worth 1000 words. However, since search engines only see pictures as an image filename and alt tag, in blogging a picture is worth substantially less. Thus a properly optimzied article should use images to supplement article copy with graphical representations of the topics. The key factor of using images for search engine optimization is the proper application of the image filename and alt attribute. Frequently forgotten or neglected, the image filename and alt attribute are the only elements currently being textually indexed by search engines.
Blog Article Call to Action Best PracticesOne of the great values of business blog articles is the fact that they can be optimized to be found organically and socially for longtail keyword phrases. Properly optimized articles will l frequently generate possible leads or prospective customers.
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