China, as the biggest eCommerce market in the world, is a highly exciting prospect for website owners. As well as huge opportunities, there are also great challenges, not least because of the cultural, linguistic and technical differences between the web in China and what internet professionals in the Western hemisphere are used to. As 8 is the Chinese lucky number and superstition plays a strong role in Chinese culture, I would like to use this blog post to share the 8 most important SEO tips for Baidu, WeChat and the other giants of the China Wide Web. This Chinese Checklist for SEO runs down the 8 most important points you need to be aware of when conducting search engine optimization in the Chinese market. 1. Don’t do SEO for transactional search terms – focus on informational keywords Sales don’t usually take place in the online shops of manufacturers or merchants, so you shouldn’t be trying to drive traffic from search engines to your online shop. Chinese … [Read more...] about Postcards from China – 8 SEO Treasures for the World’s Biggest eCommerce Market
Biggest market in the world
Perhaps this lesson comes more from Geppatto than it does from Pinocchio, but since the two are so closely related, I'm going to use it to wrap up the series. See, Geppetto makes a great analogy for small businesses who haven't quite reached their potential. He had skills and abilities, but he hadn't yet enjoyed the fruits of his labor. He worked hard, but he often fell short. That brings me to the sixth lesson in this series: It's All in the Attitude. In this six part series, I'll be exploring six valuable lessons you can learn from the classic story of Pinocchio and offering up some input on how to apply it to your own marketing plans. If you are just joining the series, catch up on past articles: Six Lessons from a Wooden Boy: Part One: Search Engines Want to be Real Boys Six Lessons from a Wooden Boy: Part Two: Online Reputation Means Straight Talk Six Lessons from a Wooden Boy: Part Three: Don't be a Social Media Jackass Six Lessons from a Wooden Boy: Lesson Four: Listen to … [Read more...] about Six Lessons from a Wooden Boy: Lesson Six: It’s All in the Attitude
I’ve been gathering and analyzing reports and in-the-trenches data from in-house marketers about Google’s Hummingbird, and I believe what I am seeing is on par with finding a dead canary in a coal mine. Pardon the morbid analogy, but the writing is on the wall, folks, and it has been for a while. Change is here, now. The following observations from other SEO experts and in-house marketing professionals all lead me to conclude that Hummingbird marks a new paradigm of SEO that revolves around concepts and not keywords. Keep reading for compelling evidence and, more importantly, what you should be doing about it as marketers. New SEO Paradigm With the advent of Hummingbird and recent changes to the lack of availability of keyword data, it is clear that the SEO landscape is one that is often wrought with change and ambiguity. With the advent of these recent changes, a new paradigm of SEO is evolving that is less about keywords and more about concepts and topics. This … [Read more...] about A Canary In The Coal Mine
Anyone who has done some SEO for more than sixty days knows that this type of marketing is a long term play. Unless your organization or your client has a good understanding of what it takes to rank in the SERPs, one of the biggest complaints you will get from them is “why is this taking so long? Maybe we should put our marketing dollars elsewhere!” Don’t lie, it doesn’t matter if you work for an agency like myself or if you work in house, you have heard this. Just because SEO is a long term play, doesn’t mean that you shouldn’t engage, because over time, the ROI on SEO efforts is phenomenal. The problem comes when the data driven VP of Marketing or CMO just can’t put revenue numbers to the investment (typically in the first 6-12 months). This is why every smart search marketer should have additional inbound marketing strategies in his or her quiver to help drive revenue now, while working on building rankings. My post today is going to cover … [Read more...] about Quick Wins To Impact Your Bottom Line While Building Rankings In The SERPs
By most financial accounts, Christopher Columbus’s first transatlantic voyage was a tremendous loss. The trip took over five weeks. Columbus failed to find a route to the Orient, returned with little gold or spices and lost the largest of this three ships, the Santa Maria, off the coast of Haiti. The second voyage was another matter entirely. This time, Columbus set out with 17 ships, crossed the ocean in a mere 21 days and established long-lasting European colonies on the new continent. The difference? Now he knew where he was going. Sadly, I’ve seen businesses spend years navigating the turbulent seas of online marketing with no more guidance than the Santa Maria…and with basically the same outcome. The good news is, they don’t have to. There is a map available—it’s called “analytics.” What Does Analytics Contribute? Now, that word…“analytics”…might prompt an eye roll or two. Analytics is often seen as a … [Read more...] about Are Your Campaigns Sailing in the Wrong Direction?