The graph below (taken from SEMrush) is of a client that was producing loads of great content and doing lots of things right. I first started working with them at the end of 2013, when they were already doing remarkably well. We did some basic technical and on-site SEO training, which they implemented over the next few months and saw some slow but steady gains. … [Read more...] about The role of technical SEO is “makeup”? Really?
Technic makeup wholesale
Body Copy. This is a company proud of its dedication to its niche and its long tenure online. But we simply wondered about the time-honored long-copy vs. short-copy conundrum. I rewrote the fairly compelling long copy to reduce the number of benefits and information points, while hopefully conveying the same message. At this stage, I feel like the test isn’t quite right because the short copy doesn’t get a fair shot; it seems to unduly change the whole feel of the page by being so short. Body copy, too, falls squarely within the range of persuasion and getting a message sharply across to the target customer, but it’s potentially a navigational issue also. Do people scroll and read? Do they scan? You might not need to know or care exactly what they do if you have solid statistics showing which version of the body copy (long or short) performs better, in combination with which other page elements. … [Read more...] about How To Test A Home Page For Conversion Effectiveness
You don’t have to list benefits of every feature. Pick the three highest value features. Describe the advantages of the features and what they bring to the table. Explain how it will solve a problem or help the customer. Keep your buyer personas in mind when listing benefits. If you know they’re buying for fit or comfort, tell them your product has fit and comfort. … [Read more...] about How to Write Product Descriptions that Sell
This includes a seven-layer editorial/SEO process, and my 50/25/25 content blend for various points of the sales funnel, which I’ll discuss in a future blog (for now, know that 50% of content efforts focus on those needing education; 25% on intermediate knowledge; and 25% on experts needing that extra push for a sale). … [Read more...] about White Label SEO & Content Partnerships: 7 Benefits, 2 Negatives
In-house staff. Either full-timers or interns. This is the direct approach, and produces consistent results, but it can get expensive. User-generated edits. Think Wikipedia, where readers suggest edits to make the description better. This is clever and cheap, but you need a very large audience to get enough activity. Plus, moderation is necessary to keep the quality up. Crowdsourcing. My personal favorite. Revising large numbers of products is an ideal project for a team of remote workers, who can log-in on their own time and tackle them a few at a time. Crowdsourcing tools are difficult to master, but once you nail down a process, you can plow through thousands of SKUs in a few weeks, with good quality results and no need for extra staff. … [Read more...] about Optimizing Content for MCommerce SEO