CMO of BeyondStores.com, Mark Ginsberg, will give insight on his digital marketing strategies, including email tactics, content marketing, shopper-friendly features, and how his customer leveraging incentives quickly grew his company from 1 million to 13 million dollars in revenue. In addition, Andrew Scarbrough, COO of Delegator.com and PriceWaiter, will share the tools and tricks used at BeyondStores and other retailers that promote rapid growth, engage, and retain customers.
3. Crawl Budgets – Check those Canonicals
Quick on the fly tools in the browser:
• Moz
• Canonical (Chrome Extension)
Standalone Applications & SaaS
• Screaming Frog
• Deep Crawl
4. Review Your Index
Google Site Search Operators
• Find
pages/sections/parameters/subdomains
that shouldn’t be indexed
• “site:”
• “inurl:”
• “-inurl:”
• Combine those operators for the magic!
6. Log File Analysis
Screaming Frog Log Analyzer
• Tool downloaded to local machine
• Bonus: plays nicely with SEO spider
Logz.io
• SaaS that handleslogistics and backend
of log files
7. Turning Mentions into Links
• Monitor mentions
• Review for non-linked mentions
• Hustle for link revision
• Iterate and automate
(mention.com)
10. Algorithm & Penalty Tracking
• Review 3+ years of Google algorithm
updates
• Sync your organic data from GA to identify
historical impact
• Export raw data for deeper analysis
• Review penalties in Google WMT
11. Amazon Exact Match Bidding
• Amazon shoppers copy/paste into search
engines to comparison shop
• Copy/Paste top Amazon Product Names
as Exact Match keywords for AdWords
• Automate it!
12. Remarketing Lists for Search Ads (RLSA)
• Bid on competitive keywords for a discount
• Adjust bids based on audience
• Modify bids based on funnel position
• Also available for Google Shopping
19. Google Shopping – Understanding Keyword Targeting
• Targeting based on datafeed, not keyword
targeting
• Prioritization (High, Medium, Low)
• Negative keyword lists are ESSENTIAL
• Tiered campaigns to target
underperforming keywords
20. Google Shopping (PLAs) – Programmatic Bidding
• Bid using cost/margin data!
• Automate bidding and product
categorization and grouping
21. User Test Your Competition
• Same scenario/objective for 3-4 sites
• Don’t reveal which site is yours
• Fill your A/B testing pipeline
$
22. Review Your On-Site Search Terms
• Review your top 25 queries regularly
• Conduct the same searches and review
results/merchandising
• User Test top searches (against the
competition too)
$
23. On-Site Search = Content Ideas
• Use on-site search terms for content ideas
• Adjust site FAQs
• Adjust categories and site structure
• Long tail queries = blog content
• Find questions using regex:
(what)|(how)|(why)|(who)|(when)|(where)
$
26. Social Proof
• Tell shoppers how many happy customers you have
• Embed and showcase select reviews and social posts
in relevant parts of the funnel
• Add real life examples of products to product pages
• Incorporate video reviews and testimonials in drip
campaigns
$
27. Replace (not provided)
• Advanced Filter in Google Analytics
• Replace (not provided) with the Landing
Page
• Outputs “np - /shoes/running/nike” in GA
28. 5 Widgets to Add to Your GA Dashboard Today
• Total Site Traffic with key trends (Bounce
Rate, Avg. Session Duration, Pages/Visit)
• Organic Site Traffic Trend with top 7-10
landing pages
• E-commerce Data with trendline of
revenue & transactions
• AdWords Spend
• Traffic Sources Pie Chart
29. Choose Your Attribution Model (carefully)
http://adwords.blogspot.com/2016/05/move-beyond-last-click-attribution.html
