Four Tactics for Search Optimization Success
Natural search optimization (NSO), not so “natural?” Try these four easy to guide your tactics. More…
The Forgotten Side of Search Marketing
Directing prospects to your site is important. Helping them navigate your site once there is crucial. More…
Kellysearch.com Expands Global Sourcing With Three International Additions
Kellysearch.com establishes Asian presence and native language sites for Germany and the Netherlands. More…
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Four Tactics for Search Optimization Success
Source: Chief Marketer
Natural search optimization (NSO) is the process of fine-tuning the layout, technical platform, and content of a Website to receive as much free visibility as possible in the unpaid listings of search engines.
Here are four ways to drive a successful NSO effort.
1) Entrust NSO duties to a cross-functional team led by a marketing professional. Technical, editorial, design, merchandising, PR, and business development all bring something different to the table but in the end NSO is about engaging consumers through search engines. Marketing professionals are equipped to represent the consumer’s needs and pull these functions together to lead a natural-search effort that builds an engaging site.
2) Include natural-search requirements in all site redesign from the start. If you build it, they will come, but only if they can find it. A well-optimized site pays huge dividends in free, targeted traffic for years.
3) Incorporate links to other important sites. Major natural-search engines use “inbound links” to help determine the importance of a website. Simply, the more links to important sites, the higher a site’s visibility. Links can be found in directories, content sites, associations, etc. You can help by delivering links from prominent media and marketing partners.
4) Optimize press releases and PR content for visibility. Not only will you get more PR exposure, but it will benefit the team’s NSO efforts. Releases should be written with NSO efforts in mind, using buzzwords and catchphrases from your audience’s searches. Make sure your press releases contain links to relevant content on your site. As your release is picked up, these keywords and links will improve site visibility. Back to top…
The Forgotten Side of Search Marketing
Source: Chief Marketer
Authored by: MarketingSherpa
MarketingSherpa's E-commerce Benchmark Guide reports that 33% of people who left your site unhappily did so because they found it "difficult to navigate" and 16% left because they hit an "error" page during their visit.
What should you consider revamping? Three ideas:
1) Replace error and "no results found" pages. These are dead ends. Many visitors who come across one of these pages will give up and go to another site without trying again.
2) Run ads on your own search results. Add your own house ads to your own site's search engine results pages. Chances are this highly qualified traffic will convert even better than any external ad click would.
3) Test results page layout. Last but not least, you should carefully consider and then test the actual layout and design of your search results page. Should images be made larger? Should you change the number of results displayed automatically? Should the top options be organized by price, by date, by favoritism, by conversions? If there's a special offer - a sale, a free PDF white paper - should you add an icon to draw attention to it?
The one thing to remember throughout all of this: You have just one shot at great search results design. People’s eyes flicker over the first page, then they either thankfully click on what they were looking for or give up in disgust and often leave your site immediately. Back to top…
Kellysearch.com Expands Global Sourcing With Three International Additions
Source: Kellysearch.com
Kellysearch.com the world’s largest B2B supplier network, today announced three additions to the company’s website portfolio with the launch of Kellysearch.com Asia, Germany and the Netherlands. These international editions can be searched by specific geographic regions or worldwide.
Each site contains the full catalog of Kellysearch.com’s product, service and company data, with the German and the Netherlands sites translated in the respective languages. Kellysearch.com Asia also powers the B2B search function for the regions leading lifestyle directory, e-Guides. Back to top…
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