Home – New Forums Marketing mastery Very confused with online marketing, advertising and SEO options

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  • #973947
    lutya79
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    Hi All

    Congrats on a great forum!!

    I am a new member and only launched my online store ‘Outlet Shop for Kids’ less than a week ago. The shop specialises in baby and kids clothing, footwear and accessories. I know there is currently a huge market for this, however my store is an online outlet store selling mainly end of season, clearance lines from Australia and around the world, at discounted prices, (so is a little different to many other online stores).

    Here is my store –

    http://www.outletshopforkids.com.au

    Please feel free to check it out, any feedback is welcome as it is a very new store and I know many of you are very experienced!!

    Now that I have launched and had a chance to have a good look into online marketing, advertising and SEO, I am EXTREMELY CONFUSED as to the many many options available, and i feel that I may have even underestimated the costs invloved. My thoughts at this stage are to use facebook, hire a professional to do Google adwords (which may be very difficult given the competitive indutry i am in), SEO done by a proefsstional and advertising on some online Blog sites targeted at parents. However given the huge costs invloved in these things I would love some advice as I dont have a huge advertising budget to begin with.

    Your help is very much appreciated.

    Thanks
    AM

    #1065113
    SheInspires
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    Yes, there’s a lot with online marketing and it’s a long learning curve.

    I’d suggest at this stage that while you are at the start of your education with it you only put up money you’re completely happy to loose. By all means try things but don’t put up money that will hurt you.

    I’ve been interviewing a heap of women creating successful businesses via facebook and they’ve been sharing excellent tips so have a read of the articles at http://www.sheinspires.com.au/facebook-tips – these are updated with each newsletter so there’s always another interesting story to learn from.

    Also thoroughly go through http://www.copyblogger.com/ – don’t buy anything, just read and learn.

    The good news is the basics of SEO are simple and easy to get your head around once you get started. The advance techniques are skills that are earnt or paid for.

    Early big mistakes I made with spending money on things I new next to nothing about included:
    * signing up for a monthly service that just kept on going
    * getting into adwords when I didn’t understand keywords, marketing with keywords and not understanding the real value of long keyword phrases
    * believing the spin that it’s all very technical
    * not investing time and effort in a marketing plan
    * leaving it a year before starting on my internet marketing education and treating it seriously.
    * buying ads because I thought that’s what I should do – if you spend money, get something for it that you can measure. Learn how to measure.

    So I’d suggest only spending money on things you have a good understanding on. If you don’t know it – learn it. There’s heaps of free info available.

    Get involved in baby forums first before spending money on ads in baby blogs. Maybe explore the idea of being a guest writer for a blog talking to your target audience? I have guest writers and their businesses are promoted in the bio.

    You can make this business work if you want to. So don’t be daunted, just get started. That’s what makes the difference.

    Also, libraries have a surprisingly good collection of internet business building books now – get a current one on understanding google and study it, particularly the glossary as it teaches you the language of it all.

    I hope this is helpful and you flourish!

    #1065114
    Bappymills
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    I agree, try to read up and learn as much as you possibly can from forums such as this and other sites. I have never paid anyone for SEO work. I have recently launched my own website which I designed myself and have done all the background SEO myself. I am now receiving almost half my visitors from search engines and about 30% of my traffic is direct, the rest from referrals. A few years ago I new absolutely nothing about websites never mind building them, my first online business was also a baby wear website.

    There is a forum I have learnt lots from (pm if you want the details) and if I can be of any further help let me know.

    Good luck with it all.

    #1065115
    Mikes Marketing Agency
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    Hi I could write for hours about what you need to do but I will keep it simple.

    If your on a budget I recommend the following:

    1) To learn SEO
    -One of the best resources is http://www.seomoz.org/ it has a learn SEO section.
    See the beginners guide
    -http://www.seomoz.org/beginners-guide-to-seo
    -The book ‘SEO for dummies’ is good

    2) Some tips I can give your from a basic SEO review for your site:
    -The onsite SEO it’s pretty good on your site, but keep in mind to have keywords in your item title and description. Don’t keyword stuff, keep less more focused keywords
    -Generate a sitemap and submit it to Google Webmasters
    -Setup Google Analytics to monitor your website
    -I would recommend using SEOMoz’s product, it could really give you some insite into your website. And you can analyze competitors to find links.
    -Signup to all the free directories (truelocal, hotfrog, yellow pages, flyingsolo, dynamicsearch.com.au)
    -Claim your google local listing, if you have a business address
    -Setup a Blog
    -Setup a twitter account/other social accounts
    -Look for industry specific directories
    -Make sure you get into google shopping results and other prices websites
    -Maybe even hold a competition that encourages people to twitter and share your website to their friends.
    -Make sure you have an email marketing database and you offer value in the database

    About Me:
    Michael is a Marketing Consultant and owner of ThinkSmart Digital.

    #1065116
    kenmac
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    I agree with Michael. You certainly need a meta description for each page and some of your keywords are far too general. For example ‘bags’ and ‘toys’. I suggest you look at Google’s free keyword tool https://adwords.google.com/select/KeywordToolExternal and do some research as to what people are actually searching for.

    Hope that helps a little.

    #1065117
    Get Hosted Online
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    • Total posts: 38
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    Hello,

    That’s a nice site!

    Im intersterd to What cms and shop cart u used to build your site.

    Regards mick

    #1065118
    JohnW
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    Hi AM,

    A good learning start point is the major SE:

    Google SEO Starter Guide
    http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

    See Page 14:
    Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.”

    A shame they waited til half way through the document to state this.

    Your site’s single biggest problem is with words, or the lack of them.

    You tell us that your store is an…

    lutya79, post: 80771 wrote:
    online outlet store selling mainly end of season, clearance lines… at discounted prices

    That means you would want to target search phrases that include these words: clearance, discount, discounted, bargain, cheap, outlet, store, shop. Another group of important search phrases will include the words: kids, children, boys, girls, clothes, clothing.

    A way to illustrate your word problem is to show how a SE “reads” your pages.

    This is how a SE “reads” your Home page: http://webcache.googleusercontent.com/search?q=cache:jPRJpV7uK5EJ:outletshopforkids.com.au/+site:outletshopforkids.com.au&hl=en&gl=au&strip=1

    Your Home page does not contain a number of the important words listed at all – go through the page and count them!

    This is how a SE “reads” one of your product pages: http://webcache.googleusercontent.com/search?q=cache:bodGMfRNMxoJ:outletshopforkids.com.au/products/Leaf_print_short-618-4.html+site:outletshopforkids.com.au&hl=en&gl=au&strip=1

    There are no words to tell a SE what the page is about. It looks like a list of clothing manufacturers, not a page about boys’ shorts. That means it will not rank well in relevant search phrases.

    The starting point is the visible words on your web pages. Until you sort them out all the technical SEO stuff and external links are a waste of time.

    Regs,
    JohnW

    #1065119
    lutya79
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    • Total posts: 3
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    Get Hosted Online, post: 80907 wrote:
    Hello,

    That’s a nice site!

    Im intersterd to What cms and shop cart u used to build your site.

    Regards mick

    JohnW, post: 80932 wrote:
    Hi AM,

    A good learning start point is the major SE:

    Google SEO Starter Guide
    http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

    See Page 14:
    Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.”

    A shame they waited til half way through the document to state this.

    Your site’s single biggest problem is with words, or the lack of them.

    You tell us that your store is an…

    That means you would want to target search phrases that include these words: clearance, discount, discounted, bargain, cheap, outlet, store, shop. Another group of important search phrases will include the words: kids, children, boys, girls, clothes, clothing.

    A way to illustrate your word problem is to show how a SE “reads” your pages.

    This is how a SE “reads” your Home page: http://webcache.googleusercontent.com/search?q=cache:jPRJpV7uK5EJ:outletshopforkids.com.au/+site:outletshopforkids.com.au&hl=en&gl=au&strip=1

    Your Home page does not contain a number of the important words listed at all – go through the page and count them!

    This is how a SE “reads” one of your product pages: http://webcache.googleusercontent.com/search?q=cache:bodGMfRNMxoJ:outletshopforkids.com.au/products/Leaf_print_short-618-4.html+site:outletshopforkids.com.au&hl=en&gl=au&strip=1

    There are no words to tell a SE what the page is about. It looks like a list of clothing manufacturers, not a page about boys’ shorts. That means it will not rank well in relevant search phrases.

    The starting point is the visible words on your web pages. Until you sort them out all the technical SEO stuff and external links are a waste of time.

    Regs,
    JohnW

    Hi

    Thanks all for your help, it is all slowly starting to make sense.

    Mick

    The site was designed by Magic Dust, i dont know much about the cms and shopping cart they used. I can find out for you if you like.

    John

    Thanks for your detailed response.

    I am a little confused with your advice. You say that i dont have key words in my home page, but i thought i listed all the keywords in my home page aand there are also some more keywords in the descriptions of the clothing on the home page. Does this add any value at all, or are you saying I need to have more/repeat keywords?

    With the product pages, I know i will need to add lots of detailed descriptions for the products as I havent had a chance to do that yet, however arent the product titles okay? I dont know how i could possible add to these descriptions without them sounding weird.

    Thanks again
    Aytul

    #1065120
    Mikes Marketing Agency
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    Generally your onsite SEO is OK, I did notice there wasn’t a H1 on the page. For the onsite SEO the most important features are Title, H1 and URL. These should contain your keywords.

    But it’s very important you do those other things I mentioned. Definitely need your sitemaps and to get listed in all the directories, and get your blog out there and your social accounts.

    With the directories make sure you stick with the free ones because the paid don’t always give a good return on investment, except for the Yahoo directory.

    lutya79, post: 80938 wrote:
    Hi

    I am a little confused with your advice. You say that i dont have key words in my home page, but i thought i listed all the keywords in my home page aand there are also some more keywords in the descriptions of the clothing on the home page. Does this add any value at all, or are you saying I need to have more/repeat keywords?

    With the product pages, I know i will need to add lots of detailed descriptions for the products as I havent had a chance to do that yet, however arent the product titles okay? I dont know how i could possible add to these descriptions without them sounding weird.

    Thanks again
    Aytul

    #1065121
    nominal
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    You got some very good advise. SEO can get complicated and you need to learn the basics pronto.

    Don’t mean to be negative but when I first saw your post, I thought to myself oh boy marketing baby clothing must be so HARD, it seems to be a very popular online store. I personally know two friends who do that.

    Looking at the Google keywords tool has reinforced my suspicion – the baby/kids clothing keywords are at 110,000 monthly local searches which makes them about 6 times more popular than ‘my’ keywords for ‘accounting software’

    I think you will need to pay someone a decent sum to get you to the first page – it is going to take quite a lot of work.

    I am not an expert and I know the tools are not accurate but I am sure you understand what I mean.

    Good luck.

    #1065122
    Aidan
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    Hi Aytul,

    I’m late to this thread as I have been out of action most of the week so far but I see you are getting some great advice here from Mike and John.

    Getting good Google listings for competitive keyword phrases comes from a combination of many factors and as John points out you need to start with the content part (non competitive keyword phrases are easy to get listed for and may only need one or two factors in your favour).

    Google’s aim is to list the best results it can for any particular search. If the search is an obscure one it will show whatever few pages it thinks are on topic. If the search is a competitive one, with many possible relevant web pages indexed, then it shows them all and whichever ones it thinks are ‘best’ are listed first.

    Getting up high in Google therefore is not about using a set formula of doing steps 1, 2 and 3 to get a desired outcome, its more about being ‘better’ than the competition. This might be taking a few steps or it might be taking a lot of steps based on what they have done. It always means having enough relevant content to satisfy Google that your site is a good result.

    How much is enough? You can usually get a feel for that by reviewing the competitions sites. If they all have lengthy unique descriptions of their products with features, benefits, reviews or testimonials then you’ll likely need at least as much.

    With good content in place you can work on the other factors that help to signal to Google that your site is worthy of a listing, whether its linkbuilding, social media campaigns, establishing youself as an authority in industry blogs etc.

    Its also important to understand the competition are almost always striving to improve their position too so reaching a good position in the SE results is not the end of the task as the others are going to fight back! When they do you’ll need to fight again if you want to be the ‘best’ result.

    That is why SE results pages are always changing – because at any one time so many websites are trying to overtake each other. It’s an ongoing competition, not a once off fight!

    Good luck with it all.

    #1065123
    JohnW
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    lutya79, post: 80938 wrote:
    I am a little confused with your advice. You say that i dont have key words in my home page, but i thought i listed all the keywords in my home page…
    Hi Aytul,
    Sorry to confuse you. Let’s clarify terms.

    Google uses the term “keywords” to mean any individual search phrase. However, SEs do NOT rank exact search phrases unless someone puts the search phrase in quotes.

    What you have is a point scoring competition in which the SEs use over 200 different attributes to assess the ranking value of each individual word in the search phrase. The page that scores the most ranking points for the combined total of the words gets to be #1.

    You don’t “list” keywords on a page as such. If a word from the search phrase is used in the page body text it scores a ranking point. If it is used in bold text, headings, domain name, URL, page title, etc. it can score many times the ranking points for its use in each of these differently formatted situations. On top of this there are many attributes used to assess ranking point values for how the words are used in the linked pages from other websites.

    What a SE is trying to do with this complex formula is identify the most relevant, topic specific web pages to a group of words in the search phrase.

    Here is part of your problem…

    If you expand all your “baby” menus, your Shop by Brands drop box and other bits, you will find every page on your site contains the same 400 words (approx.).

    This creates 400 words of SE background “clutter” that are not topic specific and you have to try to overcome this and convince the SE that each of your pages is about some specific search topic.

    We can only skip across a few issues here, but consider your Home page’s title: “Baby and Childrens Discount Clothing Online | Designer Branded Kids Clothing”.

    The page title is one of the strongest messages you can use to tell the SEs what the page is about. You should then be working the title words into your page copy so that they score multiple ranking points.

    Let’s count. Your Home page contains around 700 words. Now subtract the 400 common words that are mostly irrelevant to the words in the title and you also need to subtract the words associated with Featured Products as they don’t relate to the title words either. You are left with around 65 words in which you are trying to convince the SEs that your page is one of the 10 most authoritative pages on the topic of kids discount clothing. You are up against 6 mllion other pages trying to achieve the same result.

    This is a quick assessment of the title words as used on your Home page:

    Discount: Not used on the page at all
    Discounted: Not used on the page
    Online: Body text = 1
    Designer: Body text = 1
    Branded: Body text = 1
    Clothes / clothing: body text = 2
    Baby: Link text = 2, body text = 4
    Childrens / kids: Domain name = 1, Body text = 8

    I’m not even addressing links here as it looks like you don’t have any and you are up against competitors who will have thousands.

    This is an attempt at a simple way of demonstrating the magnitude of the challenge you face if chasing search phrases based on your Home page’s title.

    I would not even start trying to rank top of frequently used search phrases. That will take a long time and a lot of effort.

    What you want is sales.

    I suggest starting with less frequently use search phrases that don’t need as many points to rank in the top 10.

    The quickest item to modify are page titles. Try including relevant brand names in product titles and ensure they reflect the page content.

    Eg: http://outletshopforkids.com.au/products/Checked_cargo_short_with_belt_size_12-578-6.html

    Current title: Checked cargo short with belt – size 12: Baby and Childrens Discount Clothing Online | Designer Branded Kids Clothing

    This is a product for 11-16 year old boys, not babies. Try a title like:

    Boys clothes: Tommy Hilfiger brand cargo shorts. Lowest discount prices

    It looks like every page includes these words in its title: “Baby and Childrens Discount Clothing Online | Designer Branded Kids Clothing”

    Apart from mis-identifying products for girls and boys, I’m concerned that the similarity of so many of your pages’ content will cause Google to relegate many of your pages to its supplementary index.

    For any of your product pages you only have around 12 words out of 400+ that are different. They are so similar that you may find Google treats them as duplicate content and culls many of them from its index.

    You had 1,400 pages indexed the other day, now at the bottom of the list google reports, “In order to show you the most relevant results, we have omitted some entries very similar to the 841 already displayed.”

    Hope this is clearer and useful.

    Regs,
    JohnW

    #1065124
    Anonymous
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    Hi gang,
    Just a quick note to thank you for your extensive advice on this thread. The generosity that you guys share with our community is amazing, and we’re grateful to have your expertise on board.

    Love your work!
    Jayne and the FS crew

    #1065125
    lutya79
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    FS Concierge, post: 81065 wrote:
    Hi gang,
    Just a quick note to thank you for your extensive advice on this thread. The generosity that you guys share with our community is amazing, and we’re grateful to have your expertise on board.

    Love your work!
    Jayne and the FS crew

    Hi All

    Yes I agree with Jayne, Thank you all very much for your help, you have given me a load of information to go with, and it looks like I have alot of work ahead and lots of reading to do!!!

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