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Why New SEO So Hard To SEE & How Thousands See The Invisible Giant. You?

Why New SEO So Hard To SEE & How Thousands See The Invisible Giant. You? | Ecom Revolution | Scoop.it

There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.

We've named the hard to see new seo The Invisible Giant. Thousands have now seen, interacted with, shared and commented on The Invisible Giant. Have you?

Haiku Deck
http://shar.es/1nCjlP

Curatti Blog Post
http://curatti.com/invisible-giant-hard-see-new-seo/

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Fix 6 Big & Common SEO Mistakes You're Probably Making on Your Store [3 From @Curagami]

Fix 6 Big & Common SEO Mistakes You're Probably Making on Your Store [3 From @Curagami] | Ecom Revolution | Scoop.it

Agree These Are Common SEO Mistakes Made By Merchants
* Dupe Titles (not unique).
* No Text On Category Splash Pages (easy one to blow).

* Product Descriptions That Lack Depth.

I would add these 3:


* No keywords in title or keywords you win anyway (company name or brand). 
* No keywords in image anchor text (or too many keys). 

* No "in-lline" divs promoting "Read More". 

That last one is a "trick" that secures engagement and spider attention by writing 500 or more words and then hiding most of the text behind a "read more" link. 

The content appears to the spider early and the spider skips right on by the "read more". 

Fix these 6 common ecommerce SEO mistakes NOW and you make more money on black Friday. 

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The Simple Truth About SEO - Forbes [Scenttrail @Shoeboxed Share]

The Simple Truth About SEO - Forbes [Scenttrail @Shoeboxed Share] | Ecom Revolution | Scoop.it
Forbes
The Simple Truth About SEO
Forbes
A couple weeks ago, I got a call from one of our portfolio company's CEOs, who was frustrated by his confusion around SEO. He felt like he just couldn't get a straight answer.

Via Marilyn Moran
Martin (Marty) Smith's insight:

Agree with @Marilyn Moran SEO is many things "simple" not the first idea that jumps to mind. Realize the Forbes writer thinks he can make SEO "simple" for the C-level and maybe he does in the sense that they know SEO exists, but based on this article they have no capacity to DRIVE there themselves.

Problem with this web stuff is if you half to pay me or my tribe to interpret for you you've done two bad things at once - 

* Doubled or more your content marketing costs.

* Become dependent. We have to fish for you forever.

For example, I love this line, " but 90 percent is merely about consistently doing what feels natural and testing." I heard the process of SEO and testing defined better by Tobias Walter from @Shoeboxed team at Triangle Startup Factory today:

Traffic, Conversion, Revenue (TCR)

The big idea is those three ideas are connected . Biggest impact comes from working on one at a time. First you increase traffic. Once that goal is achieved you work on increasing conversion. Once that goal is bet you increase revenue.

Once you've made the turn through all three you go around the horn again rinsing and repeating ad infinitum. Much better explanation and more true to my experience as a Director of Ecommerce fo 7 years ( mad $30M+, AOV never over $62) and then Director of Marketing for an agency for 2 years (Klout up 292% and 2 record years).

When isolating the three key ideas of TCR (Traffic Conversion Revenue) from each other you don't get wound up in the wrong conversation. Yes you can attempt to knock down traffic and conversion at once. Chances are you will die trying or drown in attribution. Better to isolate, improve and then circle around again. 

Much more CLEAR explanation of SEO At Triangle Startup Factory today by Tobias Walter from Shoeboxed. We won't have to fish for Tobias or the Shoeboxed team any day soon :). Marty 

 

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Marilyn Moran's curator insight, April 23, 10:17 PM

I beg to differ on this article, slightly. SEO is anything BUT simple. Let's face it; it takes work. You can't just create a website and expect it to magically appear on page one especially if you have competition. :)

Marilyn Moran's comment, April 24, 11:30 AM
Thank you for the mention @Martin (Marty) Smith!
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Creating Binge Worthy B2C Ecommerce Content

Creating Binge Worthy B2C Ecommerce Content | Ecom Revolution | Scoop.it

Netflix data shows "binge watching" is up. How do we create content marketing to encourage a binge?

Creating Binge Worthy Content for Ecommerce sites helps master the New SEO, but the process is different than for B2B because:

* B2C ecom content needs more UGC (User Generated Content).
* Ecom content needs to tell great stories fast so VIDEO.

* UGC needs engagement support so gamification.

* Tribal key for ecommerce, so needs to be highly social.

* Don't like to pull attention away from HERO, so selectively visual.

* Need to curate more "binge worthy content" from UGC and social. 

That last bullet demonstrates the core difference. B2C ecommerce is an act of curation as much as creation. Customers trust each other often MORE than the websites they visit. The more UGC an ecom website has the richer it is.

UGC can take many forms on an ecommerce site such as:

* Reviews. 
* Profiles (MyAccount). 
* Comments. 
* Response to contests and games. 
* Review the reviewer (was this review helpful?). 
* Social shares.
* Blog or social commentary (use only with permission as you will have to rake into your website with an Online Reputation Management tool). 

Stories and content are no less important to an ecommerce website, but there are distinct difference in the type of content that will help and not hurt conversions.  

 

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TRAFFIC: 124 Experts Share 168 Tips On Generating Mo Better Traffic

TRAFFIC: 124 Experts Share 168 Tips On Generating Mo Better Traffic | Ecom Revolution | Scoop.it

Step by step, detailed case studies on getting traffic from Neil Patel, Jeff Bullas, Jon Morrow and many more.

Martin (Marty) Smith's insight:

Traffic's Drug
Here is the thing about TRAFFIC. A lot of peple will tell you nonconvertig traffic hurts more than it helps. I'm not so judgementa and it depends on how we GOT the traffic and how expensive it was.

Traffic, by itelf, is a metric of nothing.

Traffic plus conversion (money) plus source, plus content = cool let's do it again realizations. Each of these experts have great ideas, ideas where I like some more than others. Will try to remember to circle back around and pick my favorite 10 GET TRAFFIC IDEAS and why I like them over others.

Marty

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The Ultimate Guide to SEO for E-commerce Websites

The Ultimate Guide to SEO for E-commerce Websites | Ecom Revolution | Scoop.it
There’s no question that ranking higher than your competitors on Google is a must. But, what if you don’t know the SEO tips and tricks that will get your e-commerce site to the top?
Martin (Marty) Smith's insight:

Great KISSmetrics post on SEO for Ecom. 

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SEO for Ecommerce - Training for SEO Games [Infographic]

SEO for Ecommerce - Training for SEO Games [Infographic] | Ecom Revolution | Scoop.it
You can’t win the SEO race without some basic training. Check out this in-depth infographic on ecommerce SEO to help you finish on top of the podium.
Martin (Marty) Smith's insight:

SEO Games
Fun infographic. I tend to choose ONE keyword state (usually broad because exact is too depressing) and model from there. The important idea in SEO is consistency of approach. 

Consistency trumps accuracy when modeling. If you don't know a lot about SEO this infographic is a good introduction, fun too.  

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E-commerce SEO Tips {Infographic}

E-commerce SEO Tips {Infographic} | Ecom Revolution | Scoop.it
If you have an e-commerce website, it is most important for you to grab the attention of lots of visitors and turn them into potential customers. To attract huge traffic on your e-Commerce website,...
Martin (Marty) Smith's insight:

Helpful and well stated New SEO tips in this infographic. 

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Sometimes Web Design Is About Money: How the Tar Heel Traveler website could matter

Sometimes Web Design Is About Money: How the Tar Heel Traveler website could matter | Ecom Revolution | Scoop.it

Scott Mason is our excellent local CBS affiliate WRAL's Tar Heel Traveler. Scott interviewed me yesterday for our Cure Cancer Starter video and I agreed to take a look at his website to say THANKS. 

This post is about why "web design" is a dangerously vague term now and why sometimes creating a website that works is about the money or about finding experts capable of making money online to help create your online presence.   

Martin (Marty) Smith's insight:

The Tar Heel Traveler Website
Scott Mason is an amazing visual storyteller. He creates "slice of life" pieces for our excellent local CBS affiliate WRAL TV. You can watch Scott's videos by clicking on the link below:

The Tar Heel Traveler on WRAL 

 

Scott wrote a great book about a year ago on his travels across North Carolina. The book has been a big hit selling several thousand copies (this is very unusual, most books only sell a handful of copies). Scott created a website to support the book:

TheTarHeelTraveler.com

The Magic Math of Making Money Online
There is a large group of "web designers". There is a smaller group of Internet marketers that know how to design a website to matter more and more every day. Finally this is a TINY SET of Internet marketers that really know how to make money online. 

That third set can't be larger than a few thousand people in the world. I've managed teams that have made millions online, but my talent is in recognizing the kind of skills and minds necessary. I know how to create a team that feeds off each other, teams capable of creating websites that matter more and more and so make millions. 

I haven't met the designer who created TarHeelTraveler.com, but they made many unforgivable mistakes including:

* Site doesn't have social support. 
* No blog (Scott is an amazing writer).
* Title is poor and they are poor throughout.

* Conventions such as "HOME" is violated (welcome instead). 

* Visuals could be better. 

 

To the designer’s credit the site was created in cascading style sheets and it loads fast, but those benefits don't overcome the site's significant issues. 

The lack of social support is, at this time, is unforgivable. The site has a PageRank (PR) of 2 and that is only because WRAL is driving a PR5 into it. This website design has NO CHANCE to scale or matter much. I just wrote a note to Scott explaining that this site in 2002 or 2003 might have worked; now a website design like this is dead on arrival. 

Platforms Vs. Websites  
I wrote a piece on the death of the "closed loop" website, a website such as TarHeelTraveler.com that is talking to itself about itself, in 2011. Platforms vs. Websites is about changes created by social and mobile (sometimes called SMobile).  

The GOOD NEWS is you can use OPP (Other People's Platforms) to help create social websites. I suggested Scott use Flickr and YouTube, but he could also use Scoop.it, LinkedIn and Shopify. We don't have to look far to see the rise of User Generated Content (UGC) platforms such as Amazon, Facebook and Twitter. 

UGC Is the secret weapon of all platforms, we all know this by now. Tough part is UGC is getting harder and harder to generate since it is in such clear demand. The Tar Heel Traveler has a built in demand. People want to share stories, pictures and video about a well-loved and visited state. 

This means Scott only needs to ASK for UGC, use a few free tools and his PR2 becomes a PR5 in no time. The other big learning is there may be many "web designers", but there is a tiny group that really knows how to create platforms that matter more and more every day. Many are called, few are chosen. 

 


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Inbound Marketing's Yin & Yang [Infographic]

Inbound Marketing's Yin & Yang  [Infographic] | Ecom Revolution | Scoop.it
A key concept in Taoist philosophy, “Yin and Yang” (“shadow and light”) describes forces that are opposites, yet complementary. Social media and search can be described as the Yin and Yang of inbound marketing.

They are opposites:
* social media is powered by people's conversations.
* search engines are powered by machine algorithms.

They are also complementary.

When content links are shared on social media, search engines leverage those social signals to determine search rankings. When search engines drive traffic to content visitors may share that content with their social networks expanding the content's social reach.

Here’s an infographic to illustrate how social media and search are part of the same soul.
Martin (Marty) Smith's insight:

Opposite yet complimentary should be a familiar concept to Internet marketers. We must hold opposites but complimentary values such as:

* Increase conversion while decreasing traffic.

* Increase sales while decreasing acquisition costs.

* Create LESS content that does MORE. 

* Increase relevance while decreasing your team's work.

 

This last bullet speaks to the contrasting world of ecommerce. How do you increase relevance even as you reduce your team’s input (and so costs)? User Generated Content (UGC) is always the answer to that question (lol). 

Great graphic here on the natural contrasting compliments in content marketing.  

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SEO Tip of the Week - How To Manage Your URLs To Avoid PAIN

SEO Tip of the Week - How To Manage Your URLs To Avoid PAIN | Ecom Revolution | Scoop.it

What you don't know about managing URLs can hurt your website's Search Engine Optimization (SEO). Marty and Bill Ross Share URL management tips to help SEO.

Marty Note
Bill inspired me to share what I learned about URL management when I spent a week with SEO Guru Bruce Clay a few years ago. After Panda making sure your URLs aren't messy is critical. The article touches on social media marketing too because inter-linking there can hurt as well. 

The article is on Atlantic BT's blog: http://www.atlanticbt.com/blog/seo-tip-of-the-week-being-careful-with-your-urls/ 

and includes a link to Bill's Linchpin SEO article: http://www.linchpinseo.com/ranking-user-metric-fragmentation  

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22 Reasons Why Your Website Sucks via @jeffsauer [w/ 5 Scenttrail Favs]

22 Reasons Why Your Website Sucks via @jeffsauer [w/ 5 Scenttrail Favs] | Ecom Revolution | Scoop.it
Your website sucks.I’m sorry that I have to be the bearer of bad news, but someone had to tell you the truth.Your website is a crime against humanity, an atrocious abomination, a target for Godwin’s


Martin (Marty) Smith's insight:

Great list from a trusted source, Jeff Sauer. My favorite reasons Jeff notes why a website sucks include:

#2. IT teams seek efficiency, marketing teams want traffic. Those two goals don't always play nice together.

#5. Designers are another dangerous group to a website's ability to convert visitors into buyers. Designers are important partners, but have firm ideas about preferences for conversion over pretty pictures and recognize the difference.

#6. You get what you pay for and no free or $10 site is going to sing, perform magic or help your mission critical online marketing much. Don't invade Russia in the winter (i.e. outspend your ROI), but don't think you can get anything worth anything for free either. Expertise is expensive, but you save money in the end because you spend less than  having to redo the same work over and over again and make more.

#11 We've all been to websites where there is no there, there. If you don't have a passion you want to share with the world don't create a website. Remember the web is a huge lie detecting amplifier. If you have cracks the web magnifies them. If you have flaws they are not up there on the big screen. Good news is everyone does, so an honest, passionate and real share has and will always work beautifully online (just not with a $10 designer or your mom's friend, friend).

#14 Dedicated landing pages separates pros from everyone else. Those with more landing pages do exponentially better than those with fewer. That stat may not past Freakonomics muster, but the idea is sound. Create more landing pages dedicated to supporting a single PPC keyword with a solid offer and a clearly visible CTA (Call To Action).


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6 Top eCommerce Solutions Rated By @Scenttrail & Shared By @moblized

6 Top eCommerce Solutions Rated By @Scenttrail & Shared By @moblized | Ecom Revolution | Scoop.it

How do you build a website and marketplace to sell your products and services? Here are the 5 Best Companies for creating an eCommerce platform and marketplace.

Scenttrail Ratings
We've built stores with three of these five recommendations. Each has its good points and bad. Each is perfect for some and not so good for others. Here are our ratings:


ShopLocket
They don't mention this option, but we love the idea of being able to add a shopping cart to any piece of content without paying a big hosting operation like the 5 mentioned. If your ecommerce needs are small and located in social take a look at https://www.shoplocket.com/ .

Caveat
When you are camped on someone's ground THEY will always gain more benefit than you. The chance of a Shopify store outranking Shopify.com is zero. This issue is only a big deal for stores greater than 50,000 Stock Keeping Units and/or greater than $10M in sales. If you think you will eventually sell $10M+ you may want to create your own store / site. If you think it will take 10 years to reach $10M Shopify may be your best bet for ROI and speed. The PAIN comes when you transfer OFF of their platform, but we can discuss that at another time.

Shopify
Would be our first choice for most small to medium sized ecommerce implementations. The UI is clean and easy to understand. You can be up and running on Shopify in a matter of days. Inventory load is always the biggest pain and they have some ways around that.


Big Commerce
Sounds like Big Commerce fills the promotional hole we felt with Shopify. Most websites aren't very sophisticated in their coupons and promotions. If you are you will find Shopify limiting. Sounds like Big Commerce stepped in to fix the issue. And it can be a big issue since cross talk between offers and coupons can cause a train wreck. If you are sophisticated enough to make free shipping, % off and BOGO offers you may want to use Big Commerce.

Volusion
I wasn't wild about Volusion, but can't remember why. The security stuff the review mentions is marginally important. If you need highly secure ecommerce maybe they are better, but their inner-workings didn't seem as friendly as Shopify or as promotional savvy as Big Commerce.

Magento GO
I built our Story of Cancer store (now down) on Go and was impressed with the powerful business rules they include. Less than 10% of ecommerce sites need such power, but if you do Magento Go is probably your best bet. This is the power to say on a rainy Wednesday you want the price on yellow tops to be down10% when pared with shoes A, B or C. The cross-sale and up-sale wigets are powerful. The promotion, free shipping and coupons are powerful (once you figure out the convoluted logic and that problem is endemic).

Presta Shop
I don't know this option and am suspicious of FREE. Free is a risk because things go BUMP in the night on ecom sites. If you aren't a techie or don't have a techie working for you its good to have someone to call or email in an emergency like if you are bleeding personal information all over the web (say for an example lol). My concern here would be can the code keep up with needed changes (since how do they make money) and is it secure since security thanks to crazed hackers can be a real moveable feast (and I only meant "crazed hackers" in the nicest of ways so to do or say otherwise risks a "just because" attack, you know the attacks they launch just because they can).

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Magento Go vs Shopify Ecommere Online Store Smackdown

Magento Go vs Shopify Ecommere Online Store Smackdown | Ecom Revolution | Scoop.it

Best Online Store Option For YOU?
I've used Magento Go and Shopify. I've also used other Content Management Systems when I managed an Ecom team (for 7 years) including home grown and Magento enterprise.

If you want to start an online store which platform should you use? Let's look at a feature by feature comparison:

Easy To Use - Winner Shopify

Plugin / Add On Development - Winner Magento Go 

Email Integration - Tie (both work well with MailChip et al)

SEO - Magento Go if you KNOW SEO, Shopify if you don't


Promotion - Magento Go if you KNOW ecom, Shopify if you don't

Manage SKUs - Tie
up to about 50,000 after than NEITHER (you've outgrown OPP Other People's Platform if you have more than 50,000 unique stock keeping units SKUs). 

Cart - backend Magento Go
(can do more with logic so ASSUMES you know how to create business rule promotions) frontend (what customer sees) Shopify.

Templates - Tie 

Pretzel Logic - Magento Go
(winning this is not a good thing since it means the platform has its own language YOU must learn or things go bump in the night. Magento Go is willing to be confusing and a pain to add POWER, but 95% will never use that power so if you have a small, fun store steer clear). 


Cross Sale / UpSale
Slight nod to Magento Go again assumes you know ECOM well and cross merchandising is not intuitive but is powerful. 

Overall Winner - Shopify
For most readers of this post Shopify is the best choice.

Magento Go honorable mention
for a specialized niche group that needs powerful business rule based promotion, have between 30k to 50k SKUs and don't mind learning a new language to get the backend power they need Magento Go may be for you.

. If you don't know your crosssale (what you do on a product page to move customers to more profitable or popular choices) or upsale (what you do in the car to build Average Order Value (AOV) then use SHOPIFY. 

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10 Ecommerce SEO Tips For 2014

10 Ecommerce SEO Tips For 2014 | Ecom Revolution | Scoop.it
1.Compile an In-depth Keyword Research Report Centering around your business products, services, brand, industry and demographics of your targeted customers, you’ll have to pick specific long ta (10 Effective Tips on Ways to Use Search Engine Optimization...
Martin (Marty) Smith's insight:

1. Compile an In-depth Keyword Research Report

Agree, always a good idea and go as far as 1,000 keys layered from single words to phrases and rated in some way for value to you.


2. Check your Site’s Structure. Make sure it is Easy to Use

More than "easy" it damn well better be FAST and not have any spider traps (so flat and simple is good).


3. On-Site SEO is Crucial

Agree and that is titles, alt text, body copy and supporting social shares.


4. Create and utilize an e-Commerce Site Blog Often

Yeah, blog daily at least. Unique URLs mean you can push content several times a day and it can still find enough social shares to earn full faith and credit from Google.


5. Integrate Social Media for Services and Product Sharing

YES, no shares = no SEO value so focus on shares and know the difference between sharing YOU and YOUR CONTENT (about page, home page = examples of sharing you, posts = sharing content).


6. Customer Satisfaction and Reputation Management
Yes, use ORM (Online Reputation Management) tools remember he who owns the conversation owns the traffic.

 

7. Make your Site Mobile Friendly

Yes, responsive code SEOs better, but keep in mind mobile revolution isn't about the phone it is about the appification of everything.

8. Catchy Content Marketing

Yes, you need awesome content as the price of the poker we all play now. Why I like to create a LOT of content since statistical chances for greatness go up and there is more data to help shape and react to success.

 

9. Acquire Authority Backlinks Only

Yes, don't get spam links and disavow if you have too.


10. Form Relevant Social Media Channels for Increased Visibility
You are a publisher, TV programmer, magazine editor and journalist now.


Look at someone like Red Bull for how to be a multi-channel publishing genius.

 

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Lori Wilk's curator insight, December 31, 2013 6:56 PM

One of the take aways from this article is to have a blog on your e-commerce site. The article indicates that many entrepreneurs could potentially improve their results following this strategy. 

Lori Wilk's curator insight, January 5, 6:08 PM

Thanks for sharing these tips

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New SEO - The Catalog Challenge

New SEO - The Catalog Challenge | Ecom Revolution | Scoop.it

Friends run a great online women's apparel store. This post discusses 5 tips to help aligned their store with the new SEO including:

1. Great First Person About Page.

2. Adding Cross Sale (to help with inventory fluctuation).

3. Create Content Silos (to help with New SEO).

4. Use Scoop.it and Pinterest (great visual merchandising tools).

5. Content Contests (to generate UGC).

These tips could work for almost any online #ecommerce retailer since engagement is the new black in terms of post Panda and Penguin SEO.  

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5 Common Ecom SEO Mistakes

5 Common Ecom SEO Mistakes | Ecom Revolution | Scoop.it

Via Martin (Marty) Smith
Martin (Marty) Smith's insight:

Common Ecom SEO Mistakes
It is easy to take one step forward and two back with your online store's SEO. Here are 5 common mistakes to avoid.

5 Common E-Commerce SEO Mistakes
1. Poor Titles.

2. Slow Pages.
3. No UNIQUE titles across all pages.
4. No use of Canonical URLS to prevent dupe content.

5. Poor keyword density in navigation.

Titles and H1s matter a lot in these post Panda and Penguin days, so research them. Always start with who is winning top positions now. Also remember you must use a tool like Mike's Keyword Checker to know the absolute position of your pages or your competitors on a keyword phrase due to the Google float.

If you have video or large graphics give some thought to a Content Delivery Network (CDN). CDNs are TRICKY, so treat them with care and try to keep your pages LIGHT in code and graphics. CDNs cache your images and so can speed up your page loads, but nothing can help dense, heavy pages with lots of code and multiple layers of Javascript.

Titles MUST be unique. You can use business rules to generate titles, but make sure those rules NEVER create the same title over and over. Remember 80% of your revenue will come from 20% of your pages, so you don't have to get 1M page titles perfect. Make sure the pages that MATTER have great titles and you should be fine.

Canonical URLS identify MASTER pages, the pages you want in Google and OTHER pages that shouldn't be included. Duplicating content from outside or inside your site can cause penalties and damage so use canonical urls to stay in Google's good graces (btw it is VERY easy to duplicate content without meaning to spam, so BE CAREFUL).

If your navigation says, "Services" you are nuts. Do you want your website to rank for "services" or Internet Marketing, Email Marketing and SEO? Use keywords in your nav because your nav sits in <a href LINK> tags the most.

DON'T use keywords that aren't appropriate for the category or pages, but be sure KEYWORDS are in your nav

 

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Martin (Marty) Smith's comment, July 10, 2013 9:15 AM
Like Stephanie's postage stamp analogy. Some social tools such as @Scoopit can become creation tools too (not just delivery vehicles). Scoop.it is a hybrid both postage stamp, letter and curated letter (from other sources). Why it rocks SEO and is fun to use. Also the fastest feedback loop on the web :). M
Esther Turón Perez 's comment, July 18, 2013 4:18 AM
Very good!
Stephanie Katcher's comment, July 18, 2013 11:33 AM
Thanks Martin! You're right about Scoop.it's role. Now I need to dig up the mindmap I have for key players.
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SEO and The New Now via ScentTrail Marketing

SEO and The New Now via ScentTrail Marketing | Ecom Revolution | Scoop.it

There is a new sheriff in town. There are two new sheriffs in town an angry Penguin and a pining penguin.


Google's algorithm changes add gasoline to a fire that was already burning - marketing in REAL TIME or The New Now!

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21 Essential Ecommerce SEO Tips [Infographic]

21 Essential Ecommerce SEO Tips [Infographic] | Ecom Revolution | Scoop.it

Solid e-commerce SEO tips here especially tips #1, #3 and #13.

Martin (Marty) Smith's insight:

Great tips here and easy to accomplish / fix. 

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Great Earnest Video On Top Of Lousy Internet Marketing = DISASTER

Great Earnest Video On Top Of Lousy Internet Marketing = DISASTER | Ecom Revolution | Scoop.it

Click on the Earnest Edge to watch a great example of awesome video marketing. 

Martin (Marty) Smith's insight:

Watch Discover The Earnest Edge Video Here
 http://ernestpackaging.com/ 

Good News & #StealThis Video Marketing Tip
The Discover The Earnest Edge video is GREAT video marketing.

 

The #StealThis is in the editing that alternates between pitch and fun. The outtake feel of the fun INCREASES the overall impact. Wouldn't have bet on that. 

Don't kid yourself; there is some serious money here. The video is smooth, and looks like butter. He can FEEL the money, but the spontaneous feel combined with some of the facts such as tenure of employees and customers creates TRUST, and trust is created FAST. 

The tricky part about video is SENTIMENT is more important than fact. What you SAY isn't as important as HOW you say it. All of those smiles and laughter communicate powerful nonverbal signals directly into our brain. 

SENTIMENT buys your attention. I listed to the fact about tenure because everyone seemed to be having such a good time. That made me CURIOUS and I actually listened. 

The Content Marketing & SEO Bad News
Earnest may not lose many customers, but they don't understand Internet marketing either (and so they will lose customers). Their website is in trouble:

PageRank: 3 (home)

Links In: 39
Page Spread: 400 pages in Google

Facebook Likes: 324
Twitter: almost 2,000

OUCH! (except for Twitter, it is acceptable)

Talk about spending money in all the wrong places. Million dollar video with no content marketing support (blog is a PR1), no community and no campaigns (where is the "join" or "subscribe" form?). 

Diversify or Get Clobbered
Internet marketing is only as strong as its WEAKEST link and there are a passel of weak links on EarnestPackaging.com The "tapestry" approach I keep ranting about  protects this kind of under-diversificaiton. Having a GREAT video and lousy everything else is a prescription for disaster. 

Give almost any Internet marketer 3 technical SEO writers who know or can learn the packaging business, a great graphic designer, a platform approach to the code and marketing, some gamification and a budget of between $20K and $50K and those prized "Earnest videos" won't be seen.

 

Cool that Earnest has such low customer turnover, but very business is an Internet business now. The team that knows and can act on the truth of that statement wipes these beautiful videos off the web. 

I wrote a piece about Why Internet Marketing Isn't What You think It Is a few months ago and this packaging website needs to read it. 

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Why AnswerHub Rocks Ecom SEO

Why AnswerHub Rocks Ecom SEO | Ecom Revolution | Scoop.it
AnswerHub gives you the power to create themed, scalable and customized knowledge sharing Q&A communities that are fully integrated with your infrastructure...
Martin (Marty) Smith's insight:

After a year of investigation I came to a conclusion. The MOST over subscribed under published content is Q&A content. There is an infinite waterfall effect in Q&A too. No matter how much you make it can be more. The demand is that great.

There is an art to creating Q&A content. One off content isolated from each other pales compared to the juice you can create by developing a Q&A silo. Better yet, don't. Hire my friends at AnswerHub to help you whitelabel a Q&A solution FAST on their servers.

Normally I advocate moving content inside your stack, but AnswerHub has figured out how to move juice you create in your white labeled Q&A silo coming 100% to YOU. They don't curate a Google-juice socialism I do advocate in other circumstances (when you control the platform).

No in the case of your Q&A hub some good old fashioned seeding and the right architecture makes all the difference. Oh, btw AnswerHub has built in gamificaiton because, as Google proved with Confucius, Q&A without incentive doesn't work.

Want to raise your topline ecom revenue in this content is king post Panda world? Fastest, cheapest way I know to do that is add Q&A content and AnswerHub is the best tool I've found to do that.

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