Search Engine Optimization How-To Guide

If you have your own web site or have ever searched for anything on the Internet, then you probably already know the importance of search engine optimization. Search Engine Optimization, or SEO, is the process of tuning a web page so that it appears at the top of the results generated by a search engine (i.e., Google, Yahoo!, MSN, etc.).

Search Engine Optimization is critical for both customers and businesses. Customers searching the Internet for any information, product, or solution wants to quickly find the right answer. Often, if they can’t find what they’re looking for in the top 10 results, they’ll move on.

For businesses, Search Engine Optimization is even more critical. Businesses spend a tremendous amount of time, money, and resources designing, building, testing, and maintaining their web page. But if it is not optimized, even the most beautiful or innovative web site will languish if it is not properly optimized.

Learning how to optimize your web site doesn’t have to be rocket science. There are several good resources on the Internet (go figure) that can help you navigate the intricacies of Search Engine Optimization. Resources include do-it-yourself SEO guides, software solutions, and complete SEO consulting services.

One resource that we at ClearBrick have found to be very informative and useful is ‘SEO Made Easy’ by Brad Callen. Mr. Callen explains the fundamentals of search engine optimization in simple and straightforward terms. In addition, simple examples will help you to formulate your own optimization strategy.

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Be aware, however, that effective Search Engine Optimization takes patience, diligence, and a fair amount of ongoing nurturing. Your search engine results won’t jump overnight. The effects of tuning your web page often take time to take hold. However, once they do, the benefits can be substantial. Web sites that rank at the top of their respective categories often get more organic customer traffic and experience higher customer conversion rates than their lower ranked competitors. So go get optimized before your competition does!

Multichannel and On-Line Retailers Top the Customer Experience Survey

The National Retail Federation (NRF) announced this week at the NRF convention in NYC the results of their 2008 NRF Customer Experience Survey. This year, on-Line retailers dominate the top spots with LL. Bean, Zappos.com, Amazon.com, and Overstock.com taking the top 4 spots respectively. Multi-channel retailers (those with both on-line and physical store locations) also did well, with Blair (#5), Lands’ End (#6), Coldwater Creek (#7), Nordstrom (#8), and Lane Bryant (#9) taking spots in the top 10.

L.L. Bean Number One in Customer Service, According to NRF Foundation /American Express Survey

Increasingly in a multichannel world, customer experience is the differentiator. The problem is, however, that operating across multiple channels is increasingly difficult to serve the customer in a consistent manner... Regardless, this year's survey results demonstrate that it IS possible and that leading companies are doing well in customer service despite the increased complexity of the evolving multichannel retail operating model.

Three Key Cross-Channel Trends

If you’ve listened to your customers – or attended a retail industry conference - over the past five years, then you know that cross-channel retailing continues to be a hot topic. Not only are more and more Americans going online, but a growing percent of them use the Internet to research and purchase products. Retailers can no longer fudge their online experience; customer expectations for online customer service levels are also rising.

All businesses should take note. Although the impact of cross-channel buying behaviors is most prevalent in the retail industry, it is a trend that will increasingly impact all businesses in nearly every industry.

1. More Consumers Are Going Online

In the late 1990’s, the era of irrational exuberance was in full form. Internet companies of all kinds promised to change the world with their latest e-product, e-exchange, or e-service. You may recall that stock prices for just about any e-Business climbed to unprecedented (and apparently unfounded) heights. It all came crashing down as the now infamous dot-com bubble burst.

Although many investors turned their backs on dot-com companies as a result, consumers did not; the number of people surfing and shopping online has continued to climb. Today, an impressive 73% of adult Americans use the Internet, according to the Pew Internet Project. Not only is the total number of on-line surfers steady and growing, but the amount of time they spend online is also increasing. Those numbers will only continue to increase as today’s well-connected teenagers grow into tomorrow’s prospective customers. Today’s teenagers age 12-17 are even more connected than their adult counterparts, with 87% of teenagers going online according to the Pew Internet Project.

The importance of the Internet in everyday life also continues to climb. From product research to social networking or from news & entertainment to health care research, today’s consumers are increasingly looking to the online channel. It’s becoming hard to avoid it. In 2007, 47% of adult Americans have a broadband Internet connection at home, according to the Pew Internet Project. Most working adults have a computer on their desk that can access the Internet, and many mobile telephones now have web access on their tiny screens. Furthermore, Wi-Fi connections are becoming as common as your local Starbuck’s store and cable operators continue to look for ways to integrate Internet access with traditional television service.

Any business that turned their back on the Internet as a result of the dot-com collapse in 2001 has in effect, turned their back on their customers. Although many early dot-com businesses collapsed, some in spectacular fashion, it has not dissuaded the lure of the online experience. As more potential customers are going online, businesses should take note. Without a viable Internet presence, your business is missing out.

Key Trend: If you think you can afford to ignore the Internet channel; think again. 73% of adult Americans, and 87% of teenagers, are online today.

2. More Are Using The Internet to Research and Shop

As more and more adults are going online, a growing percent of them use the Internet to research and purchase products. Over 70% of all online consumers use the Internet to research products, according to Forrester Research. That translates into $400 Billion of store sales – or 16% of total retail sales – that are directly influenced by the web as consumers research online and buy offline; a trend that is forecast to grow at a compounded annual rate of 17% through 2012 according to Forrester Research.


The influence of the Internet on retail transactions could have an even bigger impact. By 2009, 41% of all U.S. retail transactions will be influenced by online experiences, according to Jupiter Research.

The Fortune 500™ rankings are further proof that the Internet should be a strategic channel for any retailer. Pure Internet companies Amazon and eBay have passed some well known traditional retailers in the rankings. According to Fortune’s 2007 rankings, Amazon has passed notables Barnes & Noble, Borders, and Limited in total revenues. eBay has passed other well-known brands including Bed Bath & Beyond, Molson Coors, and Ross Stores.

Regardless of how you slice it, the impact of the Internet on retail transactions will make up a sizeable component of how consumers research and buy products.

Key Trend: Consumers are increasingly using the Internet channel to research and purchase products. Over 70% of all online consumers use the Internet to research products. By 2009, 41% of all U.S. retail transactions will be influenced by online experiences.

3. Expectations are Rising

As adults become more comfortable with the Internet, their expectations for their online experience are increasing. In fact, 85% of adults expect their online service levels to be the same as offline, an increase of 3% from the prior year, according to a survey conducted by Tealeaf. If those service level expectations aren’t met, 40% of online consumers will abandon their transactions entirely or turn to a competitor according to the Tealeaf survey.

The online world has also become a key influencer in purchasing decisions. An impressive 43% of American adults identified online information as the most powerful influencer of their purchase decisions according to a report published by Accenture.

The large majority of adults now expect to be able to choose from a multiple shopping channels. In fact, 80% of consumers feel that it is important to have a choice of shopping in multiple channels when choosing a retailer, according to a Sterling Commerce survey. The survey also found that 90% said it was important to be able to return an item purchased online in a physical store; underlying the importance of cross-channel integration to the consumer.

While the retail industry seems to have embraced the Internet with online catalogs, promotions, and interactive product selectors, other industries should take note. The impact of the Internet on buying decisions is here to stay. Here at ClearBrick, we anticipate that cross-channel integration will become an increasingly important element in other industries as well. The highly fragmented health care industry – for example – will likely see an increasing demand for integrated online and offline services including scheduling, diagnosis, insurance claims, and the holy grail of health care - medical records.

Key Trend: Customers’ expectations for shopping across multiple channels is increasing.

• 85% of adults expect their online service levels to be the same as offline.
• 43% identified online information as the most powerful influencer of their purchase decision.
• 80% feel it is important to have a choice of shopping across multiple channels when choosing a retailer.
• 90% said it was important to be able to return an item purchased online in a physical store.
  

Recommendations

The Internet is not just for retailers anymore. As adults become increasingly comfortable with the Internet, they grow more reliant it for their purchasing decisions. Any business that does not have a viable Internet presence needs to catch up. Simply putting up a web page is not enough. Businesses should seek to create an online experience that mirrors – or exceeds – offline service levels.

Integration is key. Online and offline channels should not be treated as independent and disconnected offerings. Creating a seamless experience between online and offline channels is very important. Customers overwhelmingly expect a seamless customer experience between online and offline channels. Start by making your business web site functional – not just informational. Offer a way for customers to initiate or complete a transaction online and coordinate that experience with corresponding offline services.

Although the dot-com era as we know it may have died in 2001, the Internet has continued to grow into a business channel that businesses can no longer ignore or neglect.