How to Recognise an Incompetent SEO Agency

SEO Alarmzeichen Photo: L.C.Nøttaasen

Everyone, who has dealt with SEO in any way shape or form, knows that the branch is once again in a state of radical change. The transition to high quality content is finally taking place, after many popular Google strategies were made impossible. However, no everyone has realised that there are still ‘old-school’ SEO agencies out there. How can you recognise if yours is one of them?

7 SEO recommendations, at which you should change agencies:

  • The sentence “we know the secret to Google” is on the website
  • An increase in page ranking is presented as a success
  • The page is registered with search engines
  • The agency gives guarantees on rankings
  • They accept €500 per month for building up a shop’s coverage
  • They concentrate solely on external factors and link building in this context
  • In order to extend coverage, they focus on guest articles and link exchange, thereby busying themselves in sending emails to bloggers and online journalists

Additions are welcome 🙂

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Statistics on Mobile Shopping: Post PC Era Not in Site

Steve Jobs was wrong – despite smartphone shopping, PCs are still here. Search and purchase decisions are increasingly happening via mobile. However, conversion via smartphone has not risen significantly. Reasons surely include old habits and a lack of trust in payment finalisation via smartphone. Perhaps a lot of people shop from they workstation while are they are work. “certainly not always to the edification of their bosses.”

Mobile Opportunity Gap
Our behaviour with mobile – Source: The Mobile Opportunity Gap

Because of the heightened use of mobile end devices, one could think that desk top computers have become unattractive in the mean-time. “Missed by a mile.” Smartphones and tablets complete the shopper’s online search. Up to now, the steady conversion rate has not translated into less time on desktop computers. Mobile devices are deployed more strongly for research, while the purchase is finalised on the desktop computer.

Google has now taken on this new challenge. The customer’s surfer behaviour on different devices is supported to be displayed with “Universal Analytics”. Marketers can spread their campaigns better and address the customer exactly according to their needs. The dotSource-Mobile-Commerce-Whitepaper also goes into detail on how wish lists and other functions can be used to move the customer towards order finalisation.

 

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On the Discussion: Shop Systems and Innovation in E-Commerce

Innovation
Photo: Missy Schmidt

“Next please!” wants Roman Zenner in the current heated debate on e-commerce innovation, also in relation to shop systems. I just have the feeling that this was also addressed to me. Alexander Ringsdorff, Andi Unger, and Björn Schotte have already taken part. Jochen Krisch deals with this topic regularly.

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That was that with FAB – Betashop is already offline

Fab Gründer und CEO Jason Goldberg
Photo: buzz.fab.eu

The future of fab is uncertain, to put it mildly. The former hype start-up hasn’t been going well for a while; in January European business was buried. A radical step, which was accompanied and justified by long and dramatic blog posts from CEO Jason Goldberg. This blog, betashop.com, is now also history.

Last week, there was talk of a new wave of dismissals on Techcrunch. Another 60 staff are supposed to have left the company. Fab has not commented on this and has shut off their in-house media. What does this mean? Is it a sign that the end is closer than thought up to now? Is Jason Goldberg leaving the ship? It remains exciting.

Update: Pando.com has a statement from Fab on the blog’s closure.

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Demography – an underestimated factor in e-commerce? 5 questions

Bevölkerungpyramide Deutschland 2012
Source: Federal Buro of Statistics

The community has now focused on the topic of gender in current e-commerce debates. While the topic “Men are from Mars, Women are from Venus” has lost none of its appeal, a subject seemingly long laid ad acta – the aging population – has been forgotten.

In the read worthy dossier Generation der Babyboomer vs. die Jüngeren (baby boomers vs. the youth) puts this topics back in the spotlight.

This reemerging subject brought me to the question: what could happen in online trade if what was a cone became a mushroom.

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The Price of Poor Customer Service

Bad Customer Service
Photo: 23am.com

Many companies spend far too little on customer service. An infographic from ClickSoftware shows why this is dangerous. Companies in the USA lose approximately 83 billion US dollars annually, because customers change providers or cancel their purchase. The reasons:

  • For 63 percent of customers, the service experienced is more important than the price when they are deciding for, or against, repurchase.
  • 88 percent would definitely change if they were dissatisfied with the service
  • 55 percent would pay more for better service
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Virtual Fitting Rooms Solve the Online Fashion Industry’s Returns Problem

One of the online fashion industries problem zones is the rate of returns. Doesn’t fit, don’t like it, looks different from the picture – in order to save time and nerves, and to raise the hit rate, customers often order the same piece of clothing in multiple sizes. The rest is then sent back, or even all of it, if it isn’t liked. No one wins here, it costs the retailers and the extra effort does not make the customer happy. Zalando is the most obvious example of the problem of returns.

In the past, the mail order business had already heightened the attractiveness of their online shop through customer service, better descriptions, photos, and sometime also with videos and customer reviews. However, this didn’t do much about the basic problem.

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ebay’s multichannel hopes cool – will Paypal jump ship?

Ebay Logo

In 2013 mobile brought both eBay and PayPal more turn-over than expected. Rather than 20 billion, eBay generated 22 billion US and PayPal made it to 27, rather than 20 billion. So far so good, but it could be better.

Investments in mobile and stationary trade are developing sluggishly and are becoming a milestone around the neck of fast growing company PayPal. After eBay successfully realigned itself with a focus on mobile three years ago, it was thought that the company’s future would lie here.

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Disappointment – The Dark Side of Emotionalisation

brandeins Verführung zum Kaufen

Marriage scam instead of true love – this is how modern advertising is compared to classic advertising in the article “Die Bemühung” (The Endeavour) on brandeins.de. While we used to court each other as though we were at a dance in the 50s, today we’re bombarded with messages like at a techno parade.

But it isn’t the associated penetrance and noise which are considered to be of critical importance, but that its messages bore deeply into our consciousness. To this end, brands build up relationships and above all, trust. This is how they cultivate their image. The topics emotionalisation is not without reason fashionable at the moment, it is part of our current evolutionary stage in marketing and advertising.

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