Tag Archives: SEO

Retailers & SEO: Exceeding Expectations

Posted on March 4, 2011 by Tim Kilroy

The following article was featured on Adotas on February 21, 2011.

There are obvious and powerful reasons for retailers of all scale to focus on search engine optimization, including increased traffic and demand. But more important, search optimization gives the retailer the opportunity to meet and create customer expectations.

As PM Digital analyzes the reams of data that we have regarding natural search optimization generating increased sales and visits from branded and non-branded keywords, it has become clear that the role of search in retail is to create a natural point of connection between searchers and the retailer’s offerings.

This goes beyond simple product listings, and extends the presentation of the retailer into category presentation, editorial presentation and more. Search helps guide the visitor from their expression of intent, their search query, to the right part of your website where your brand promise and conversion funnel of your site can come into full effect.

A major retailer kept the following as a retail sales floor mandate: “We must meet customer expectations, but also create and exceed new expectations every day.” Search can fill this mandate, as well. Search optimization gives the retailer the power to be present where the customer expects them to be, but further, search can create an intersection between your brand and searcher intent where the searcher has no expectation of your participation.

Imagine that as a retailer, you have core products where your customers expect to find you. That meets their expectation. However, search gives you an unparalleled opportunity to insert yourself into searches around categories, products and values that are outside of your core.

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Using the Four Pillars of Optimization to Recapture Online Market Share

Posted on February 24, 2011 by Chris Paradysz

The following article appeared in Chief Marketer on February 11, 2011.

In many market sectors, the traditional retailer is under siege. Take the apparel sector. Discounters such as Overstock.com, flash-sale sites like Gilt Groupe and Rue La La, fast-fashion players including Century 21, massive marketplaces such as Amazon, and fashion blogs like The Style Rookie have created a treacherous landscape for apparel retailers, which can no longer expect offline-branding or retail-footprint alone to adequately secure their online fortunes.

An apparel retailer, or any other type of merchant, that has its marketing and branding efforts siloed and is not evaluating its integrated business is at risk of losing its place in the online discussion.   

Case in Point: “Men’s Fashion”

Before you dismiss this as alarmist, let’s look at a simple example: men’s fashion. This is a good benchmark, as most menswear customers look primarily to retailers to inform their fashion choices. But of all the listings on the first page of Google for “men’s fashion,” only two are retailers.

The threat here is not that content sites such as GQ or About.com are taking control of the men’s fashion discussion, but rather that a straight affiliate play like www.mens-fashion-tips.com could capture more natural-search attention than Armani or Ralph Lauren or even Lands’ End.

These results, of course, are an algorithmic byproduct. Search engines aren’t editorial, so they typically do not favor one site over another for content reasons. They focus on how well the site matches their interpretation of quality and relevance for a particular search query. So why did only two retailers show up on page 1 for this query? Because the apparel merchants let it happen. They have ceded their voice in the search discussion for “men’s fashion.” 

As we dive deeper and narrower with search terms such as “men’s pants,” we see a much more retailer-focused environment, with Kohl’s, Macy’s, Banana Republic, and Gap among the diverse merchants appearing on the first page. And while the term “men’s pants” is still a very broad query, it does express significant intent to deeply engage with pertinent content.  And, at this level of query, the retailer rules the day. Why?

For the top-level query, such as “men’s fashion,” the eventual desired destination of the searcher is unclear. It is hard to tell if that searcher wants to learn more about men’s fashion, see videos about men’s fashion, or shop for men’s fashion. Over times, however, search engines have learned that the average search for “men’s pants” yields a click through to a retailer.

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Google Instant: Facts, Myths and Opportunities

Posted on September 14, 2010 by Tim Kilroy

Last week, Google launched Google Instant which updates search engine results as you type. It is a dynamic, engaging search presentation, and it changes the Google user experience dramatically. It is the biggest change in search in years.

So, onto the facts:

FACT: Google Instant is cool. It is the best eye candy that search has ever had. Never before has search been so interesting to look at and engage.

FACT: Because of the dynamic nature of the results presentation, Google Instant makes you pay attention to what is happening on the result pages. Chances are, you will see a compelling search result even before you have finished typing your query.

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iPad Web Traffic Shows Rapid Growth, Browsing Behavior Similar to Desktop

Posted on May 5, 2010 by Anthony Avolio

Apple recently announced that over 1 million iPads have been sold in the first 4 weeks of U.S. availability.  With media fervor subsiding and novelty wearing off, we were interested in better understanding how iPad users are browsing the web.  Listed below are three observations related to iPad traffic stats gleaned from some of our retail clients.  It’s important to note that individual marketers show variations in the amount of visits from iPad browsers, so your mileage may vary.

iPad is rapidly gaining share in terms of site visits.  With just a few weeks of availability, the iPad has shown rapid growth and in some cases, has overtaken more established mobile devices in terms of visits.  While iPad visits make up a small proportion of total site visits (typically less than 0.5%), this fast growth shows promise.  Whether this rapid growth rate can be sustained in the longer term remains to be seen.

iPad Traffic Growth

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Keyword Selection for Paid Search

Posted on April 19, 2010 by Suzy Sandberg

It often seems like a race to keep up with the escalating complexity of paid search. From an agency perspective, changes to process, technology and training are frequently necessary in order to accommodate the evolution. Many of these changes enable us to move the needle here and there on leveraging performance, but the core of a solid paid search campaign hasn’t really changed that much.

Paid search is fundamentally about presenting a relevant ad to someone who enters a keyword in a search engine. Every month, 60% of the searches on Google are brand new. With the keyword list being the pillar of the paid search campaign, keyword selection is essential. Technology now exists to scrape a page and cull a list, but the fundamental strategies for effective keyword selection remain the same now as they have been for years. Here are some of the basic keyword selection tactics that apply to the retail vertical.

Top Sellers: Site analytics can determine the top selling products through direct load and natural search. These words should be part of the paid search campaign.

Top Searched Products on the Site: Site analytics can inform what people are searching for on the site, and these words should be included in the paid search campaign. Products being searched for but not sold by the merchant should be given to the merchandising team to potentially expand the product line.

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Measuring Organic Sitelink Activity

Posted on March 18, 2010 by Anthony Avolio

Sitelinks are the extra internal links that appear with some natural search results.  In addition to drawing more attention to a search result, these links are helpful to visitors that want to jump directly to a particular section of your site.  Organic SitelinksDespite the recognized value of having sitelinks, few organizations measure their popularity or effectiveness.  This post walks through how to use your web analytics solution to measure organic sitelink performance.

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Instant Ads: Targeting Perfection in Real-Time

Posted on March 16, 2010 by Chris Paradysz

A few years back, I was experimenting with songwriting and free-form poetry.  Creatively, traditional boundaries were killing the sound my head wanted to hear.  I wrote, “Eyelids blink, but what truth reveals?  That squinch of time between a blink and a-h-aa.  Revelation.” 

Today, with a digital marketing industry that’s grabbing new and existing ad dollars, these words carry a truth that could solve the dominant online advertising challenge, that is how to bring the economics of targeting precision to display media.  With the SEM and SEO industries maturing and their ability to grow sales naturally constrained by the limitation of consumer demand, this could be the old-guard display advertising’s missing ingredient.  

Led by Google, Yahoo and Bing on their respective exchange platforms, advertisers can pinpoint consumer interest as it’s happening.  Instantly, literally, ads are served based on what was just learned about what someone was looking for and doing.  And you can know how many ads they’ve already seen and when. 

Imagine you’re the Martin Guitar Company trying to reach people looking to buy a guitar that’s perfect for Eric Clapton’s style of acoustic blues.  If you could be in front of a prospect at the precise moment they left a Guitar Player Magazine article about Eric Clapton’s 1992 “Unplugged” album and his use of 3 Martin guitars1 and who, 10 minutes earlier had already clicked on The Guitar Center and looked at acoustic guitars, you’d pay a premium for that.  It’s like being part of a Facebook exchange as people are buzzing about exactly what you’re selling and you can show and tell it, right at that moment. 

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It’s All Search

Posted on March 9, 2010 by Tim Kilroy

Search is a big channel. There are die-hard people in the SEO world who never think about paid search as part of search…it’s advertising they say. There are PPC jockeys who have disdain for anything that doesn’t have an easy metric and a quick way to A-B test. Anything else is squishy, they say.

Well, any debate that pits natural search vs. paid search is missing the synergistic whole.

It’s all SEARCH.

Search is about the traffic that comes from results to specific queries. And while there is a difference between the way paid and natural search works, as a marketer, it may help you to think of them as a single channel, because they work together so well.

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Guide to Online Marketing Conferences and Trade Shows, Part 2

Posted on February 24, 2010 by Suzy Sandberg

Below is the second installment of our trade show roundup with thoughts and recommendations for some of the key conferences for online marketers.

Internet Retailer – Internet Retailer currently hosts two key shows each year – the Web Design & Usability Conference which was just held last week in Orlando, and the larger Internet Retailer Conference & Exhibition in June.  This year’s main conference will be in Chicago from June 8-11.   If you are actively involved in web design, the February show would be valuable to attend.  For more general retail info, I am a big fan of the June show.  It draws a huge crowd (great for networking and exhibiting), and there is a ton of great content.  Our clients also rate this show highly for value and time well invested. 

Shop.org – Shop.org hosts several conferences throughout the year.  The best known and largest of all the online retail shows is the Shop.org Annual Summit in the fall.  This show has frequently been held in Las Vegas , but it’s moving to Dallas for 2010.  The change is unfortunate as I predict they are going to take a hit on attendance.  The Mandalay Bay venue in Las Vegas was much loved and Dallas pales by comparison.  The Shop.org shows have the reputation of being extremely retailer-focused, as opposed to eTail which is more vendor-focused.  Shop.org has retailer-only days and retailer-only events.  But despite their somewhat heavy-handed non-vendor stance, there are many sponsorships available to vendors, although some (like the vendor-hosted tables on retailer-only day) come with a pretty hefty price tag.

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Guide to Online Marketing Conferences and Trade Shows, Part 1

Posted on February 23, 2010 by Suzy Sandberg

I am frequently asked which of the industry trade shows are worth attending.  While PM Digital can’t attend every event, we do have better visibility to these shows than most, so below is the first of two installments that cover our thoughts and recommendations on the ever-expanding online marketing conference landscape.

Because PM Digital has a heavy penetration of retail clients, we attend many conferences in the retail category as will be evident in this roundup.  The list below takes into account that there are generally three reasons to attend trade shows:  1) networking, 2) keeping current, and 3) investigating new technologies.

eTail - eTail hosts two big shows each year.  eTail West (which starts today) is the larger and runs from February 22-24 in Palm Desert; eTail East will be held in Baltimore from August 9-12.   I personally love the timing of the February eTail show since it’s the first big event after the holiday season.  People have had a few weeks to relax and breathe, but they also recognize that now is the time to launch new initiatives in order to maximize the next year-end holiday.  Attendees are definitely looking and researching at this conference.

A common criticism of the eTail shows is that it seems partial to vendors rather than retailers, and this manifests itself in sessions that occasionally sound like paid commercials.  Many of the session panels include vendors, and there are some big keynote slots given to vendors (and as a vendor, we are aware that there is a cost to speak at this show as well as some of the other events).   I once left a multivariate testing session and found one of the companies represented on the panel was also the manning the exits with one-sheeters.  I haven’t seen anything that blatant happen in a while but it’s a good example of how eTail developed its vendor-first reputation.  The August eTail conference is very convenient if you are on the East Coast, and I’ve found it attracts a high-level retail attendee.  It is much smaller than the West Coast show.

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