About visa

Visa manages ReferralCandy's blog and social media. He is passionate about writing that is clear, functional and fun. He is also a recovering internet addict and a grammar snob.

Are you guilty of the Spray Tan Fallacy?

Posted on May 7, 2013 by visa

Op-Ed is a column where we share our thoughts and ideas about eCommerce, philosophy, building a sweeter marketplace and other fun stuff.

dorian-yates

Imagine looking at the above picture, and then thinking: “Oh wow, that’s what I want to be! I need to get me a spray tan.”

You wouldn’t think that, because it’s painfully obvious to you that the muscles are what matter, not the spray tan.

In fact, this guy would look better without a spray tan than most of us would with the best spray tan in the world. Because he put in the effort to build the muscles. This is something so obvious to us, that we take it for granted as common knowledge.

We don’t, however, carry this insight easily into our personal and professional lives.

(The evolution of Apple’s logo over the years.)

Now imagine looking at a beautiful brand, and then thinking, “Oh wow, that’s what I want to be! I need to get me some designers, and a marketing team.”

“I need to get a spray tan.”

Here’s what you’d be doing:
spray-tan-before-and-after

Now, successful businesses use every trick in the book.
They don’t stop at spray tan- they also use oil, lighting, professional photographers, take posing classes.

But underneath all of that, beyond all that, they have great muscles. That’s the foundation on which everything else is built.

Spray Tan: The iPhone is sleek and sexy as hell.
Muscle: It puts the internet in your pocket.

If you want to be like Apple, or whatever brand you admire, focus on your value proposition. Fulfill a need, and fulfill it masterfully. Work towards having the biggest, strongest damn muscles around.

The next time somebody suggests some equivalent of a spray tan, or you think about it yourself, remember: Muscles before spray tan.

This can be especially hard to do because we live in a world that spends a disproportionate amount of time talking about spray tan. We get bombarded with snake oil salesmen everyday, too, telling us that we’ll look or perform a lot better if we just use the right tools for marketing, advertising, the right gimmick..

Ignore them. There’s so many of them simply because it’s easier to spray something on your skin than it is to build muscle, and we’re biased towards “quick-and-easy solutions”.

You already know that spray tan won’t make you a bodybuilder. The challenge is to extend that to your personal work, to your business, to everything. There’s nothing quick-and-easy about building something that matters. Muscles before spray tan.

(Image Credit: Way2Tan, Edge Creative Solutions.)

P.S: I sacrificed some precision in an attempt to improve communicability. In bodybuilding, the highest order bit is having big, striated muscles. Posing well comes second, and spray tans probably come third.

This isn’t the case in every single industry. Coke, for example, makes great sugary drinks, but their highest order bit is their powerful marketing. In some industries, the spray tan can be more important than the muscle. What’s important is that you figure out what the most important thing is- and it isn’t always what’s most talked about.

10 Kickass eCommerce Retailers You Won’t Forget

Posted on April 22, 2013 by visa

When I found out that I was going to get involved with ReferralCandy to help eCommerce retailers, I decided that I was going to really get into it. Really get into it.

I started by trawling the list of retailers using our service, hitting every URL, as well as every store’s Facebook and Twitter. Over the past few weeks I’ve literally checked out over a thousand stores. It’s been an eye-opening experience. I think I’ve learnt something along the way about what makes eCommerce stores tick, and I’d like to share that with you. (Sharing is learning.)

Let me start by sharing specific stores that have caught my eye and lingered in my mind:

1: Designious sells vector art, Photoshop brushes and t-shirt designs. The team is based in Bucharest, Romania. I got mixed up over the name- I first thought it read disingenuous. Boom, the name is stuck in my head forever. (Thanks, guys.) They use a strong, bold typeface for their navigation. Their artwork is modern and severe in a positive sense. Very stylish. Also, they give away free stuff!

2: The Stiff Collar is based in Mumbai, India and they sell “Somewhat Snooty English Shirts.” I was sold, instantly. While not conventionally flashy or elegant, the whole site just oozes personality. (If you look carefully, there’s a link at the bottom right that says “Comic”, and it’s a 12 page long detective story. Why? I’m guessing the answer to that was “Why not?!”)

It’s interesting to me that I was so quickly won over by the site, because I have high standards for visual design, and am always quick to point out imperfections. The quality of the images aren’t optimal, and the colour scheme could surely be tweaked to convey maximum snootiness.

Despite those minor issues, the passion of the retailers comes through in spades. “On balance it is a good thing we all know so little about our business,” they joke. “It keeps life entertaining.” Who wouldn’t want to buy a shirt from these guys?

3: Gravity Anomaly promises to sell “the most advanced technical mountain bike riding garments on the market, manufactured in the USA”. The site is a visual treat and an absolute pleasure to navigate. These guys are very, very clear about what they’re passionate about and what they stand for. The “About Us” is used to great effect, communicating their team’s passions and convictions. The on-site blog reveals a clear passion and dedication

If you think our clothing might look like it’s more suited for a work site than a leisurely ride to the park,” they declare, “you’re starting to get us.”

I’m not a mountain biker, but if I ever befriend one, I know what I’d get them for Christmas.

Undz.org is based in Montreal, Canada and might just be my favourite site on the internet at the moment. They technically sell underwear (over 1,000,000 pieces sold!), but what they’re really selling is a point-of-view. I have landed on their site multiple times, and I burst out laughing every single. The above picture does not do it justice; you have to go there.

It’s interesting to sit back and analyze the site’s success. It breaks every ‘rule’ in the book. The navigation is unintuitive- you’ll probably take quite a while to actually get to the shop. But it’s such a fantastic journey. Undz have created an experience that’s hard to replicate. They’re like a surreal inverse-Disney, put through the lens of some sort of drug-addled 90′s kid. And yet we can’t stop staring. And feeling, oddly, like we ought to buy some underwear.

While the site looks haphazard and randomly thrown together, the effect achieved is deliberate. Undz follows others like The Best Page In The Universe and Old Spice’s Mr. Wolfdog- the chaos and poor design are intended. To avoid a lengthy discussion on the philosophy of communication (which I would enjoy, to be honest), let’s leave it at this- you can’t replicate Undz.org’s successful marketing unless you know exactly why you’re doing it.

5: Punchdrunk Panda is based in The Phillipines, and has possibly the catchiest, most memorable name I’ve ever heard of. (The mental image is absolutely hilarious, too. Just think about it for a little while. Two pandas, in a boxing ring…) They make iPhone cases, camera straps, shoes and other paraphernalia. There’s a bright, positive energy that’s cutesy, cheery and fun, and it’s something that’s very infectious.

Hey, isn’t your iPhone case getting kind of old, anyway?

6: Cocaine Cowboys are based in Berlin, Germany, and the best thing you can say about them is that they are well and truly irreverent. They clearly give a Damn about giving no damns. Their Facebook feed is saturated with pictures of attractive ladies in, um, various states of undress. Also, cigars, fast cars and other indulgences associated with the “high life”. They hold nothing back with their pedal-to-the-metal approach, which results in an unapologetically abrasive, devil-may-care brand. It’s definitely going to offend a few people, but that’s precisely what they’re going for.

I would totally wear this stuff to a Rammstein concert, or under a leather jacket while racing across the Autobahn on a BMW motorbike. Ich Will!

7:Serious Pig is based in London, England. These guys are mighty serious about their salami. Snacking salami, to be precise. Serious snacking salami. The “Our Tail” page describes the founder’s serious obsession with all things pork. Turns out that ‘charcuterie’ (a unique process of preparing meat) is in its infancy in Britain, and that the key to good salami is to have the right amount of fat. It sounds both complicated and delicious.

8: Kurgo is based in Massachusetts, USA. The coolest thing about them is how you can immediately know what they’re selling just by glancing at the logo. It’s immediately apparent what sort of need their products fulfill. The “About Us” page tells a clear story about dog owners who built products to solve problems that they faced themselves. The Lifetime Warranty is a nice touch, and it’s easy to see that the products are a labour of love.

9: ANTA is based in Scotland and sells tartan products. Their designs are incredibly elegant, classy and tasteful. They’ve apparently been in the business for over 25 years now, and everything about their products are made locally in Scotland. I’m tempted to bulk order a whole bunch of things, and I’m not even really huge on home decoration. Their stoneware looks especially beautiful and Zen.

To me, ANTA is an example of a successful product that sells itself. The job of marketing is to just get out of the product’s way. The site is ultra-minimalist, drawing attention to the craftsmanship of the pieces.

10: Honizukle Press is a one-woman operation based in New Jersey, USA. She (Kimberly) sells stationery and paper goods, such as greeting cards. The site’s design was refreshingly light and clearly (to me) put together with great precision and care. The same can be said of all her products- She has impeccable taste and is clearly passionate about her work. (A visit to her on-site blog confirms this. She loves what she does.)

—

What do these stores have in common? What makes them so sticky in a marketplace saturated with unmemorable, nondescript wares?

They all have strong value propositions. These stores are ruthlessly clear about what they’re delivering to their customers. It could be a promise of technical engineering (Gravity Anomaly), or a devil-may-care attitude (Cocaine Cowboys). It could be a promise of artistic quality (ANTA, Honizukle), fun (Punchdrunk Panda) or even slight snootiness (The Stiff Collar).

Whatever it is, the promise is always clear. This is of utmost importance, because a clear promise can be passed on. The customer knows what she’s getting. Even if it’s something she doesn’t want for herself, it’s something that she could share with her friends, who might just want it instead. (Sharing such information is socially advantageous and rewarding. I’m sure you can think of somebody in your social circle who’d love to receive something from each of these stores.)

I’ve also noticed that a lot of these retailers set out to resolve issues that they were personally afflicted with or passionate about. Which means that they didn’t get involved just to make money, they got involved because they give a damn about what they do. They communicate their personal conviction, and conviction inspires trust.

Above all, perhaps, all of these sites also have a lot of personality, which helps to diminish customer anxiety. We’re dealing with people who love what they do. Who doesn’t want to do that?

I’ve got a whole bunch of other retailers I’d love to share with you, if you’re interested! Let us know at @referralcandy or on our Facebook Page.

The Business Of Giving A Damn

Posted on April 11, 2013 by visa

Op-Ed is a column on our blog where we share our thoughts about business, marketing, philosophy and general idea-y stuff.

A friend of ours asked recently, “What’s the point of spending time on eCommerce forums? What are you after? Why do you do it?”

A quick bit of context: We spend quite a bit of time literally just hanging out with retailers on forums. (You’re likely to catch us at Shopify forums, BigCommerce, WarriorForum, Quora… be sure to say hi if you do!).

We do it because it’s fun.
Really. We could make up convincing arguments about how it helps our brand and our customer acquisition efforts (and sure, it does!), or how there’s a potentially significant return on investment – and they’re technically, rationally sound, and… *YAWN*.

Here’s the truth-bomb: We don’t hang out with retailers just because we’re in the business of customer referral programs. We’re in the business of referrals because we love hanging out with retailers. Really! We think it’s cool to help build a sweeter marketplace for everybody, even in small ways like giving retailers feedback about their stores. We get energized and excited by the knowledge that we’re helping to create real value in the marketplace that we participate in ourselves.

If you don’t give a Damn, you’re gonna be eating the dust of those who do.
We honestly believe it. All else held constant, if you start an eCommerce store just because you want to make money (which is a very valid reason), you’re probably going to get steamrollered by the people who do it for love. Cheesy, but true. They will put in more hours than you. They will go above and beyond the call of duty, which is something we won’t ever completely be able to monetize, incentivize, leverage, insert-your-favourite-buzzword-here.

People ultimately pay for the Damns that we give.
In a goods-abundant, trust-scarce marketplace, there is no resource more precious than the Damn. Think about it! If you could pay someone to give a damn about something, wouldn’t you? Take a moment to imagine what the world would look like if you could. There would be no unhappy relationships, no disappointed customers, no bloated institutions…

But you can’t actually buy Damns. You can’t buy friends, you can’t buy love, you can’t buy sincerity, you can’t buy trust, and you most certainly can’t buy Damns. You can buy the illusion of it. But you can never pay someone to actually care. Genuine concern is priceless. We believe that people know it when they see it. They are drawn to it.

To be clear: This doesn’t mean that Damn-givers can’t fail. They fail spectacularly, and often. But they’re also the people who most often dust themselves off and try again. (Angry Birds was Rovio’s 52nd game. Surely, there were some Damn-givers in that office!)

It’s never crowded along the extra mile.
You’ll often hear that <insert market> is saturated with retailers. But that’s not actually true. The market is saturated with average retailers. There’s always room in the market for people who truly give a damn. Consumers will recognize quality and effort. A retailer has to believe that if she’s going to dive into a “saturated” market.

Sustainably speaking, “making money” is about creating value, and value is almost exclusively created through the giving of Damns. Consider Paul Graham’s example of creating wealth by restoring your beat-up old car. When you give a Damn, you create value, and when you create value, people will consider paying you for it.

So, what do you give a damn about?
And just as importantly, what do you not give a damn about? That’s a train of thought worth pursuing, and it can lead you to some pretty interesting insights about how you ought to run your business.

If your business is a reflection of your personal principles (Think Steve Jobs, Richard Branson, Warren Buffett, Howard Schultz) it’s far likelier to be robust because you will keep it alive with the sheer force of the Damns that you give. If you can’t figure out what you care about, then you’ve got some homework to do.

You can figure it out along the way.
What matters is that you dare to face yourself. If you’ve already got a store up and running, ask yourself what it’s about. Why exactly did you get into the business? What were you hoping to achieve, aside from money? Who are you giving value to? How do you want people to feel? (“Good” is not an answer!)

Find out. Put yourself out there. Ask for perspectives and input from others who give a damn too. Refine. Adapt. Figure out what really matters to you. Figure out who really matters to you, and reach out to them. In our case, it’s retailers. (For the retailers we’ve met, it might be anybody from people who are sleep deprived, to people who want to take flight simulation to the next level.)

There are ultimately no secrets in business. It’s just pure, hard work.
The challenge is to find something that you give enough of a Damn about that the hard work involved doesn’t feel like hard work – and that’s where you’ll earn your competitive advantage.

What do you give a damn about? And how can that guide your business or career? If we all spent some time thinking about that and allowed it to show in our work, we’d have a sweeter marketplace for all.

EDIT: A short while after publishing this, we got to reading this article by KISSMetrics, where they discuss Mark Zuckerberg – and how he’s communicated clearly, multiple times, that Facebook was never meant to be a company - it was a company only because it helps to accomplish it’s mission of a more connected world.

The people there give a Damn.

Aggregated SEO Wisdom

Posted on April 9, 2013 by visa

If you read nothing else:

Here’s the best infographic we’ve found that explains what SEO is, courtesy of pointblankSEO.com. It’s the best starting point we can think of for any SEO newbie. (For the old-timers- it’s still useful to see the information presented so clearly!)

For Beginners:

Understanding Search Engine Optimization (SEO) for beginners.
SEO is about “pleasing” search engines so that they rank your page higher on their lists. (That means more views, more hits, and ultimately more sales.) How do you do that? First, you’ve got to understand what search engines do, and how they do it.

First SEO Checks (Non-Technical)
Your store is up and running; what should you do about SEO? Before getting technical, you have two chief concerns- clarity and navigation.

Getting started on SEO for eCommerce:

Simple eCommerce SEO checklist
Use Friendly URLs, product titles, Meta description.

Basic SEO for eCommerce Sites
Common issues and the best ways to handle them. Get your file-names right, avoid duplicate content, keep things clear and intuitive.

Intermediate SEO for eCommerce Sites
Image Optimization, XML Markup, Internal Anchor Text, Rapid Indexing, Department and Category pages.

Enterprise Level SEO for eCommerce Sites
URL Structure. Writing for people vs. Writing for search engines. Accessible content. IP delivery & language specific content. Redesigns & redirections.

eCommerce-specific SEO issues:

Rich Snippets From Reviews
How to add product reviews that show up in Google. (Important!)

eCommerce SEO for Mobile Websites and Apps
Use subdomains such as m.example.com. If you’re going to use mobile apps, make sure they’re good.

eCommerce SEO for new or seasonal products
Choose your URLs carefully so that you don’t need to change them. Take “placeholder” pages seriously, using as much real, non-duplicate information as possible.

eCommerce SEO for Category Pages
URL, Editorial Photos, Text, Products & Thumbnails, Internal Links, Page & Filesize.

eCommerce SEO for Product Pages
URL, Product Titles, Product Descriptions, Product Images, Internal Links, Social Media.

Universal SEO Issues:

Duplicate Content
Search Engines don’t like duplicate content, and will punish you for it. Either replace it (which can be tedious or costly), or hide it from search engines using approved methods (noindex tags).

How to Optimize Your Images for SEO
File names, file types, file sizes, ALT tags.

How To Use XML Sitemaps to boost SEO
When should you use them? How should you use them? What are the mistakes people make?

Use a Crawling Path to get your product listed in Google
What is a crawling path? How does it work? How does it benefit you?

Be Mindful Of Google Updates.
You need to adjust accordingly so you don’t take a hit when things get shaken up.

Dealing with Google Panda
Avoid duplicate content. Have it re-written if it’s worth the cost, otherwise use ‘noindex’ meta tags to avoid problems.

Creating eCommerce content that earns inbound-links
Start a blog, use informational linkbait, resource guides, useful statistics and surveys…

CandyDrips remind your customers so you don’t have to.

Posted on March 5, 2013 by visa

Under The Hood is a series of posts about the intricacies of the ReferralCandy app, for those of you who’d like to get to know it a little better.

CandyDrips remind your customers to make referrals.
Forgetting things you need to do is a real issue for everybody in these chaotic times. There’s too much going on these days to remember everything, and we’re guilty of forgetting stuff too.

That’s why we have a nifty reminder system in place, to make sure that forgetfulness doesn’t stop your customers from making referrals!

How does it work? It’s simple: We send emails called CandyDrips to your customers reminding them that they (or their friends, or both) will be rewarded if they refer your store to their friends. (Remember, you get to decide precisely how these rewards are structured!)

You get to decide how we do it.
How often do we send these emails? It’s up to you- you set it when you first sign up, and you’re totally free to change it at any time.

reminder
You decide during the signup process, and can modify it in your settings page.

We keep it classy.
This reminder email is the same as the original Referral Email, which is customizable. The email has your voice and your brand, which is important because you definitely don’t want it to come across as ‘spammy’ or unsolicited.

We do it so you don’t have to.
What do you have to do about all this? Absolutely nothing! Just set it and forget it. We remind your customers that they can make referrals- so that you don’t have to.

Sweet.

Getting The Most Out of Your Referral Program

Posted on February 21, 2013 by visa

So you’ve got your referral program up and running. Sweet! referral-program-setup
How do you get the most out of it, though?

1. Write great referral emails.
When a customer buys a product from your online store, she receives an email from you (powered by us), with a coupon link for her to share with her friends. You can customize this email however you like.

Keep this email succinct.

After you’ve written it, read it from the perspective of your customer. Better yet, ask a friend (or ten) to read it. Ask them what they found confusing or tedious – they know better, because they don’t know your product as well as you do. (You know your product too well to know what throws people off.)

The clearer the email and the call-to-action (“Share this link now to earn ______!”), the better your conversion rates will be. Here’s how you do it.

2. Structure your rewards well.
Rewards are better than no rewards. But who should you reward more, the customer or the friend she makes the referral to? How much should you reward them, exactly? (Ideally, you’ll want to reward them as much as possible, but you’ve got a business to run, too. Otherwise it’s free goodies for everyone!)

Most specifically, how should you distribute the reward that you’re willing to give?

As it turns out: If your brand is new, you should reward the customer making the referral. If your brand is more established, split the reward between the customer and the friend she refers to you. Here’s why.

3. Make it more visible.
We often overlook this because it seems so obvious, but a customer can’t make a referral if he’s unaware that he has option to do so. Not everybody checks their email. It’s worth reminding your customers (through social media, or on your site itself) that they do have that option, and that it benefits them.

The keyword is “benefit”. Why should he do it? You have to tell him! (Remember, you get to choose how the benefits are structured.) Are you rewarding him directly, or his friends, or both? Make it loud, make it clear. Here’s how.

4. Tweak constantly.
There’s no magic pill, or we’d all be using it already. Every business, market and customer base is different. You can’t know what works best until you evaluate the results that you get.

So don’t be afraid to experiment. Do your customers respond better to cash incentives or to discounts? You can’t know in advance! Try one, then try the other, and check your stats to see if your referrals go up or down. You might even find that your customers respond better to lengthy, heartfelt emails. Who knows? Go find out.

5: Don’t forget your fundamentals.
Referral programs don’t magically create customers out of thin air or summon them from a mystical alternate reality. They simply accelerate the natural, organic process of sharing information (“Wow, this is great, I gotta tell everyone!”) by rewarding people for doing it.

Your customer must still like your product enough to want to refer it to his friends. Few people will refer a lousy product to their friends even if rewarded, because doing so would diminish their “social currency”.

So make sure you’ve got a great product to begin with, and that you focus on making your customer’s retail experience a great one- and then you can reap some truly delectable returns from your referral program.

Still not seeing results?
Relax! It can take time for your customers to get around to using your program, and it can take even longer for their friends to use their coupons. You may experience a sudden spike in referral sales after a lull period. Tweet or Email us if you have any questions, concerns, anything!

Sharing is Learning

Posted on February 4, 2013 by visa

Op-Ed is a column on our blog where we share our thoughts about business, marketing, philosophy and general idea-y stuff.

First, everybody was a consumer.
And we still are. This was once a straightforward role to play, when there were only a few things to barter or pay for. If you saw something you liked – a goat, maybe, or a sweet chainmail suit – you got it, period. There were no complicated catalogs to analyze, no payment processing to worry about. Here, I trade you my leather boots for your sweet chainmail suit, we shake on it, done deal.

(On the flip side, there wasn’t much to choose from. Also, there was a chance you might catch the bubonic plague while hanging out with your fellow peasants. Not cool.)

(Everybody needs a sweet chainmail suit. Unfortunately, chainmail won’t protect you from plagues.)

Being a consumer has gotten a lot harder.
Here’s the challenge: How do we make good decisions in today’s increasingly complex marketplace? Our marketplaces are saturated with glitzy advertising and sleazy-sounding schemes designed to literally exploit our subconscious impulses. The function of an ad, said David Foster Wallace, is to “create an anxiety relievable by purchase.”

“Nobody will love you if your breath stinks, so buy our mouthwash!” “Drink our beer! Because boobs.”

There are just too many choices to make, too many options to wrap our heads around. It’s cripplingly chaotic. (Relevant TEDTalks: Economist Tim Harford explains how human hubris in the face of overwhelming market complexity has led to bad decision-making, and psychologist Barry Schwartz describes how the overabundance of choices create consumer anxiety.)

It’s a problem that our ancestors were blissfully exempt from: In a world of anonymous strangers and legalese-spouting bureaucracy, how do we know who we can trust?

How do we make decisions when we’re overwhelmed with more data than we can process?

(Dilbert’s comical anxiety is a very real phenomenon we all face in today’s marketplaces, explored and studied by earlier-mentioned psychologist Barry Schwartz)

Ants seem to have got it figured out pretty well.
We often wreck our brains trying to figure out how to make better decisions. Ants don’t have that worry at all – they naturally make optimal decisions…all the time!

Ant colonies aren’t dependent on the intelligence of ants for their continued survival. They rely instead on a simple process that builds on information gleaned from past decisions. (So a “stupid” ant that makes a “bad” decision still contributes to the collective wisdom of the colony.)

(From Wikipedia: Ants try every possible path through trial and error, and leave behind “good reviews” in the form of pheromone trails for other ants to pick up. The stronger the trail, the better the path. Quickly, the best-fit path emerges- which is optimal for all ants, and the colony.)

Sharing is ~~caring~~ learning.
We might not be able to make sense of the big scary marketplace on our own, but we can reasonably negotiate it by learning from the decisions of others – by sharing our experiences with one another. We all already do this:

“Don’t lend Steve anything, he borrowed my vacuum cleaner months ago and still hasn’t returned it. The hotdog stand that just opened up down the street? Best. Frankfurters. Ever. If you’re taking Algebra 101, you should totally sign up for Mr. Flitwick’s class, because he explains things in the clearest way.”

(The existence of the Scumbag Steve meme is proof that we like to share our misery with others. See: PsychologyToday’s article on why and how gossip is essential to socializing.)

Even without any extrinsic incentives, people talk to others about their experiences. We can’t help it. We’re social creatures, both naturally predisposed and culturally socialized to do this. The stories we tell each other function like the pheromone trails that ants lay down for other ants. We learn from each other’s experiences and emerge collectively better off.

A better marketplace for all.
Here’s a thought: As consumers, when we refer our friends to good products, we drive more customers to the merchants that sell them. By rewarding those merchants, we create an incentive for them (and other merchants) to continue selling more good products. A smarter and more enlightened marketplace for all.

So I’d like to think that the work we do here at ReferralCandy is not just challenging but meaningful, because it contributes (in its own little way) to the refinement of the online marketplace. Smarter consumers (because sharing is learning), more business for the folk who make great products, and a marketplace we can all be proud of!

Image credit: Raisons Brass Band, Dilbert, Wikipedia

Understanding SEO: For Busy eCommerce Retailers

Posted on September 26, 2010 by visa

“Search Engine Optimization” is a term that gets thrown a lot. You’ve probably been told that you need to do it. But what does it mean, really? What do you need to know, especially if you’re a busy eCommerce retailer? Let’s get right to it.What is SEO?
SEO is about “pleasing” search engines, such that they rank your page higher on their lists. (Here’s a great infographic that sums it up beautifully.)

Why bother with that?
Well, the higher your PageRank, the more visitors you’ll get to your site. That means more potential customers, more sales, more visibility (and legitimacy) for your brand. All that good stuff.

Sounds good. So how do you “please” a search engine?
That’s the million-dollar question. Learn to answer that, and you’ll get right to the heart of the matter that everybody’s so concerned about.

To “please” a search engine, you’ve got to give it what it’s looking for.

The best way to understand what a search engine looks for is to properly understand what search engines do. What is a search engine’s job, exactly? What does it try to achieve?

A search engine’s job is to provide its users with relevant matches to their queries. SEO, then, is about becoming that relevant match in the “eyes” of Search Engines.

Let’s make sense of this with a simple analogy.
Suppose you just opened a restaurant.
Suppose you sell Thai food. Gourmet Thai food, with a rich, exotic atmosphere. There’s traditional Thai music playing in the background, lots of gorgeous Thai artwork adorning the walls. Maybe you’ve even employed actual Thai waitresses. (We can almost smell the Tom Yum just thinking about it.)

Now imagine that there’s a local nerd (let’s call him Food Geek) who spends all his time wandering around town checking out local restaurants. That’s all he does, every single day! He probably looks like this guy:
Almost every single person in town knows to approach Food Geek when they want to figure out where they ought to eat. “I feel like having something spicy,” they might tell him. “Something exotic.”

The geek whips out his fancy smartphone and scrolls through the massive list he’s made of all his findings. ”You should try Lotus-Feet Thai,” he says.

And they do.

“But that’s unfair,” you think. “Lotus-Feet’s food is bland and tasteless! Why would Food Geek recommend them over us?”

You see, Lotus-Feet Thai has better “SEO”.

A glance at their storefront and you’ll realize why. There’s a little Thai flag hanging by the door (which has a stencil print of a bowl with a pair of chopsticks).The signboard is prominently placed, with a bold typeface screaming “SPICY, EXOTIC THAI FOOD!” Their menu is easier to read, and elegantly summarized on the window – “Pineapple Rice”, “Thai Green Curry” and so forth. They’ve gotten reviews and mentions in popular food magazines.

In contrast, your shop is utterly nondescript. The food is fantastic, but nobody knows about it. There’s nothing about your store that suggests what it might actually be about. In fact, as it turns out, Food Geek did walk past it – several times – but he never once realized that it was a restaurant.This is what your Thai Restaurant looks like.

What a shame, huh? You get less business despite having a better product, simply because the people who want what you’re offering can’t find what they’re looking for.

Make it easy for them to understand your site.
Search Engines are “Internet Geeks” that spend all their time trawling through the web. They attempt to infer, at a “glance”, what your website is about.

If you were running a brick-and-mortar store, you’d want it to be as easy as possible for people to figure out what you’re selling. It’s exactly the same for a website.

(Rare exception: When you’re selling something so hyper-exclusive that you want sales to be purely word-of-mouth.)

Be sensible.
Fundamentally, the principle guiding good SEO is simply… good sense. There are people out there searching for whatever it is you’re selling. You want to make it easier for them to find your store, which sells what they want. That is all!

To figure out how to conduct SEO, all you need to do is to determine how to make it easier for website pages to be understood.

At the basic level, it’s remarkably intuitive – a more descriptive title like “How To Make Spicy Green Curry” works better than “Curry”. Even if you learn nothing else about SEO, you can improve your PageRank just by improving your the titles of your pages and posts.

“Will this help others understand my website?”
That’s the magic question that you need to ask yourself every time you make any change or adjustment to your site. (Once you’ve practiced it for a while, you’ll internalize it altogether.)

Here’s a relevant video by Google, in which Matt Cutts (who works for the Search Quality group in Google, specializing in SEO issues) goes through websites and talks about what the sites can do to improve their SEO. Enjoy!

Okay, I want to improve my SEO. Where do I begin?

The ReferralCandy Blog

helping you build a better business online

Author Archives: visa