The current paradigm, indirect content marketing, in search engine optimization, site development, and non-paid organic search marketing is crippling the industry, revenue, and profits.
Once you review 2 or 3 popular e-commerce sites after reading this book, you’ll see the current paradigm and how it limits those sites organic revenue and visiblity. The problem and answer to optimizing an e-commerce site is plain to see once the paradigm is defined. So let’s define it.
It seems that the paradigm, that I call “E-Commerce 2.0”, is all about the following:
Creating ancillary content to gain links and relevance to INDIRECTLY boost a site's reputation, visibility, ranking, and linkability in order to hopefully rank for e-commerce pages.
Marketers are hopeful that a traffic boost will cascade to a boost in sales or registrations. Marketers use ancillary content as the beginning of a content funnel that they hope will lead to revenue.
When marketing professionals discussed website content from 2005-2016, their first recommendation was to “start a blog.” That idea spawned “E-Commerce 2.0.” The idea was to create content to drive traffic and a portion of those visitors would purchase services or products.
Since Google’s Page Rank algorithm was known to help popular websites in the rankings, short-sighted marketers recommended blogs as a way to gain links from other sites. This increase, it was thought, would help the money pages rank better as well.
The strategy was as follows:
Back to Baseline
People will find your great content and make a purchase after reading the blog posts, using your online tool, or seeing a detailed review of the product.
This was the beginning of E-Commerce 2.0, unfortunately it does not work well and never did.
Chapter 4: Get Ready for E-commerce 3.0
This is the new paradigm of e-commerce search engine optimization.
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