Press coverage for products in your store can be an extremely powerful way to reach your target demographic and drive up sales. It is also a great way to expose your products to a wider audience, so people remember seeing or hearing about your brand and product(s) from a news source they trust and recognise. The ideal way to achieve this will obviously vary with product, niche, and location, to name just a few variables. But all successful approaches have some principles in

Can an etailer acquire majority or a significant number of new customers from video content hosted on its YouTube channel? Majority or the time, the answer is No! The most effective Ecommerce customer acquisition channels are typically paid search, organic search, social media (Pinterest, Facebook & Twitter), email, affiliates and referral traffic. So why isn’t there a significant amount of focus on YouTube, the second largest search engine? Probably because it is a tough nut to crack. Well, I am glad to say

Duplicate category or product pages in an online store can have quite devastating negative effects in the store’s organic search rankings as well sales. Issues such as the wrong pages ranking for your desired target search phrases on the light end of the scale to triggering an algorithmic Panda penalty on the more severe end of the scale are reasons you want to weed out any potential culprits of duplicate content early as well as over the course of scaling the size of your store.

If you’re running a social media campaign you are probably not doing it for fun – you are most likely looking for results. In most cases, the intended outcome of a social media campaign is to strengthen and increase awareness of your brand. In the past, traditional marketing efforts in this arena were difficult to evaluate due to the complications of determining the link between a campaign and brand awareness. One of the appeals of social media marketing is the

Over the last few years, outreach SEO (or Link Building) and PR have witnessed a digital convergence.  The wild open ranges of old style grey and black hat SEO have to a significant extent been fenced off by Google updates intended to cut down on spammy sites that add little or no value (or even make sense); those black hats have mostly been hung up, and the few survivors are in their Butch Cassidy years.  PRs, meanwhile, are learning their

Facebook will offer you several options when you set up a page for your organisation. Usually, though, you’ll find yourself choosing between a ‘Company, organisation or Institution’ page, and a ‘Local Business or Place’ one. While in some cases the choice is obvious – if you’re a university, you’ll be wanting to be an Institution, not a Local Business or Place – for other organisations the decision can be a little more complex.

A good friend of mine recently started a fashion blog and asked me for SEO tips. I had so much to say that I have decided to spin my response into this blog post. Here is what I had to say:

In 2011 Facebook introduced their ‘People Talking About This’ feature.  Available on Facebook Pages only, the feature allows you to track the number of interactions with your page over the last seven days.  As such, it is a great tool for analysing how many people are directly interacting with your brand on a weekly basis.  ‘Talking About’ is located next to ‘Likes’ but it offers details not of who has clicked ‘like,’ but of who has created what Facebook calls

Over the past 18 months, SEO processes as well as SEO strategy has immensely changed. Whilst SEO is still very much rooted as a technical discipline, a significant degree of SEO is verging more and more towards a creative and marketing mindset that touches the nerves of humans OR an audience that search engines are getting better at understanding. SEOs are starting to think about their audience first with engaging content before optimisation for search engines. I quite like the

  To produce a quality blog post you spend hours researching, writing, rewriting, searching for, or even creating your own graphics. Eventually all this hard work pays out and the result of a really good piece of content but this just half of it. In order to share that exceptional work of yours with as many people as possible, you need to promote it. What is the point of being awesome if no one knows? Here are some tips that