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[2003-10-29] Forget High Rank: Optimize For User Queries
I am constantly amazed by the search engine optimization (SEO) dialog that centers on page content. Statements like, "I want my page to come up first on the search engine" or "My page is first on Google" are signs that the person just does not understand the challenge. Search engine results start not with the page but with the user query, and that is what we have to understand and manage in order to develop a customer-centric Web strategy.
[2003-10-28] How To use Split-Run Testing to Raise Your Conversion Rates
Have you ever heard the phrase "split-run testing?" No? If you have a website and you're trying to sell something online, you need to know about this valuable testing process that can increase your bottom line.
[2003-10-23] Coping With VAT: EU's New eCommerce Tax
The EU VAT directive has caused significant controversy amongst developers and online software registration services. Part of the confusion has comes from the vagueness in the directive and questions with regards to the jurisdiction that the EU has over the US to enforce its policies. The implementation has skewed the playing field in favor of EU companies, while putting a significant burden on US businesses that do not benefit from the tax.
[2003-10-23] eCommerce's VAT Nightmare
As many of you are aware, changes have been made to VAT taxes by the European Union. These changes go into effect July 1, 2003. Most people don't really care a whole lot, but simply want to know how the changes will affect them and their business.
[2003-10-22] Information Architecture: Webpage Mental Maps Emerge
When people come to your website they have a mental map of how their 'ideal' webpage should be. They expect to see certain things in certain places. They expect to read certain killer words in your classification and content. The more you meet their mental map, the more successful your website will be.
[2003-10-21] Advertising Is Dead; Long Live PR
Although I still believe there is a place for advertising as a brand-maintenance or brand-affirmation tool, I am convinced that to build a brand today you need PR.
[2003-10-20] Why Personalization Hasn't Worked Online
Personalization hasn't worked because most people don't have a compelling reason to personalize. It hasn't worked because the cost of doing it well usually significantly outweighs the benefits it delivers. It hasn't worked because managers have seen it as some Holy Grail of content management.
[2003-10-14] Locked and Loaded: Sales and Business Planning Ammo for Web Marketers
It's that time of year again -- time to get serious and make final decisions about 2004 online and offline marketing budgets, time to update the business plan, and time to dig up that allusive research that we all use to justify long-term decision making. Here are some figures and predicted trends from recent online-marketing studies, which are worth keeping in mind when developing 2004 proposals and internal marketing plans.
[2003-10-13] Facilitating Decisions: A New Way To Boost Sales
For years, marketers have assumed that because they can't figure out just how or why a consumer chooses one product over another, the decision is an emotional one. As a result, they've used demographics to position their product within the range of decisions that a defined group might make. The marketer's hope - and a hope is the operative word here - is that their product is positioned effectively for when the 'emotional decision' is ready to be made.
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