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The busiest time of the year for most retailers is at Christmas, where the nation descends into a buying frenzy, spending more money on loved ones than at any other time of the year.
Most credible online retailers will have an SEO programme in place and should, by now, be planning how to attack the Christmas period. With most SEO campaigns taking 5-6 months to become properly established, not implementing a credible strategy now will be detrimental to your overall sales.
Last night Yorkshire celebrated its most innovative businesses at the Insider Yorkshire Digital & Technical Awards 2012. More than 200 businesses entered the awards, which were held at The Royal Armouries Museum in Leeds, representing the growing digital sector in Yorkshire.
We are proud to announce that Blueclaw won an award for “Best Application of Internet Technology”!
The judges at the Yorkshire Digital & Technical Awards said:
“Blueclaw had produced a “highly innovative” automated system that could be used by a lot of people in the future. This has a huge amount of potential”
This was awarded for the creation of the tool “FeedMASTER”. Using FeedMASTER you can automatically turn your ecommerce website’s product feed into Google AdWords ads. The tool has demonstrated great results for many clients receiving high conversion rates due to its highly targeted nature.
James Holmes represented Blueclaw at the award ceremony and says:
“It is a great honour to be recognised by these important awards for the work we are doing in helping ecommerce retailers grow sales and profits through the innovative use of internet technologies”
Congratulations to everyone who won an award and thanks to everyone who attended.
We are very pleased to announce that we have recently completed a mobile-optimised ecommerce website for our client Direct Golf (www.direct-golf.co.uk) which you can see by visiting the site on any smartphone including iPhone and Andoid handsets.
The growth in mobile commerce or “m-commerce” has been staggering over the last 2-3 years. eBay posted gross merchandise sales of $2 Billion in 2010 via mobile commerce for example and by 2015 it has been projected that mobile shopping will reach $165 billion worldwide. Forrester has projected that mobile sales will grow annually at a rate of 39% over the next 5 years, and will account for 7% of all ecommerce sales by 2016. For some Blueclaw clients we are already seeing mobile sales accounting for over 10% of online sales.
Search marketers often advise clients- particularly large ecommerce companies- on strategies to maximise long-tail traffic to their websites as a way to boost sales. For SEO campaigns this means focusing not just on the top 10 or 20 “head” terms but optimising site structure and content for category and product pages to help visitors find your products, as well as building links to these pages, to attract “long tail” search traffic. The conventional online marketing wisdom states that somebody searching for “womens shoes” – although higher in search volume- may be in the research phase, collecting information and comparing prices whereas somebody searching “blue size 6 high heels” for example has a pretty good idea of what they want to buy and therefore has a higher chance of converting. I thought it would be interesting to test these theories looking at the data from the last month for one of our ecommerce clients.
Over the last few months Google has been rolling out changes to their shopping search (also known as Google Base or Froogle) introducing new features that allow users to make easier comparisons between different products or between the prices charged for the same product from multiple retailers. Along with these new features within the product search results, there also seems to be more and more products being displayed within the general search results page and with more prominent positions within the page.
These changes are resulting in Google’s shopping results driving increased levels of traffic to ecommerce websites and I have seen sites where the product search is driving as much as 15% to 20% of all traffic. Even better is that the conversion rate of these visitors is usually at least double that of other sources with customers already interested in your product before they land on your site. As such for most online retailers ensuring that you optimise your google base feed is a highly cost efficient way of driving more traffic and more importantly sales.
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