The world is warming up to the idea of buying things online. No wait! The world is buying everything online. Amazon has spoilt us for life. Less than a decade ago the book buying scene was something like this. Book lovers head to the closest Barns and Nobles, rummage through the myriad titles, pick a few aside, get their Starbucks caffeine dose, plonk themselves on one of the corner tables and read few chapters of each chosen book. Maybe an hour later, make the informed decision of buying a couple of books.
Today, somehow people have ditched this whole book shopping experience in favor of buying books from popular e-commerce portals before these titles even hit the book stores. This trend is no longer restricted to novels and self-help books. Everything from engagement rocks to spring/summer trends to haute couture to FENDI shoes can be bought online, without ever leaving your apartment. Same day delivery, 30 day return policy, fancy packaging and free shipping are just a few added bonuses one can get by shopping online.
In today’s multitasking jet-age nothing is more important than time. And e-commerce has capitalized exactly on that; the cash on delivery option has arm twisted the most orthodox and not-so-net-savvy individual to take the plunge and join the online shopping bandwagon. Till about a few months ago, all was hunky-dory in the mesmerizing world of e-commerce. Diapers were getting delivered at home and new moms didn’t have to worry about finding parking while pacifying their new born at the mall. But as more and more business owners and investors started discovering this pot of gold (e-commerce), deal sites and portals started mushrooming at a lightning speed.
The increasing competition compelled many SEO companies (hired by e-commerce business owners) to resort to short term techniques like mass link building, creating hollow accounts in forums without relevant content and bombarding forums with keywords. In addition, syndicating one article to hundreds of syndication sites and publishing press releases to varied free sites were some other methods adopted by these SEO companies. The verdict? Most of these E-commerce sites got hit by Google’s Penguin Update in April 2012.
Lack of diversity in anchor text, absolutely no relevant link backs, mass syndication and other black hat methods adopted by SEO companies massively dropped the traffic, ranking and in turn conversions of the strongest E-commerce players around the globe. Some Economists have realized that e-commerce tends to lead the intensified price competition and it increases customer’s ability to gather information about the products and prices.
So it’s been four months since the mother-of-all algorithm change by Google and most of the e-commerce sites are either still recovering, have already given up or picking up their jaws from the floor and figuring out what the hell happened? Here are some quick tips for recovering from the Penguin Update and being prepared for Google to strike again.
- Always, always, always concentrate on value creation. Steer clear of automated short-term psychosis and channelize the efforts into creating quality, permanent links.
- Invest in the right SEO Company. If someone is promising too much too soon, maybe they are too good to be true. Remember a new domain especially e-commerce will take at least 6-9 months for the primary keywords to rank. It is impossible to rank within the first 1-2 months, and if you do start ranking for global keywords too soon, it is possible that your SEO firm is using some black hat techniques and in all likelihood your site will be penalized soon.
- Remember that the term Organic forms the backbone of any SEO Expert strategy. Any method used to create quick bubbles leading to blatant agenda pushing will only make you fall flat on your face.
- Use effective Social Media Marketing in addition to SEO to create brand awareness and brand recall. Again, don’t think of SMM as a quick, magical conversion tool.
Most importantly, don’t give up! If you have faith in your products and services, E-commerce without a doubt has a very bright future. This is the best time to invest in the right SEO strategy; E-commerce post penguin has opened the eyes of all business owners and SEO companies and once again only the fittest will survive.
About the Author:
Charlie is a free lancer writer and content builder of Technology and Web Development sites and has written many original quality Articles.