Search engine optimization (SEO) has become increasingly important for e-commerce businesses as a method of increasing organic growth and traffic to their site. SEO, as described by Search Engine Land, is “the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ search results on search engines.” SEO is seen as an alternative method from paid online advertising that delivers a higher return on investment.
Every search engine uses web crawlers to scan websites and determine the contents of the site. This information is used to rank websites based on user preferences. In a video produced by Search Engine Land, the process is explained within a library analogy. If search engines are a library containing all of the world’s knowledge, they need a system to determine which books (websites) are important to readers and answer all their questions. SEO is the process of a website including aspects that best meet a search engine algorithm’s requirements.
Google and other major search engines have made the SEO market more competitive over the years, in order to increase the value of achieving a high-ranking website. They sometimes make decisions as subtle as decreasing the number of organic blue links displayed from 10 to 8.5 on average in 2016,according to Searchmetrics. However, ranking highly on Google has become increasingly competitive due to their growing share of the search engine market. As of 2016, Google accounts for 76 percent of global desktop search traffic whereas Bing, Baidu and Yahoo make up for 22.5 percent of the market combined, according to NetMarketShare.
All major search engines such as Google, Bing and Yahoo have primary search results where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. — Search Engine Land
E-commerce websites benefit especially from SEO by driving organic traffic to their sites, increasing the probability that certain key performance indicators are met. The return on investment for SEO is higher than purchasing an ad campaign through Google AdWord, AdSense or online advertising space purchased on specific websites. Still, EMarketer forecasts estimated U.S. digital ad spending reached $72 billion in 2016. By prioritizing SEO, businesses are meeting the search needs of consumers and increasing the probability of higher traffic without having to overly spend on advertising.
Dirxion online catalogs offer SEO guide pages that involves a process of indexing every page of the printed catalog. This practice helps boost the overall SEO of the online catalogs site, as well as increase the likelihood of someone finding a catalog page when searching for specific products. Such is the case for Dirxion customer Aviall, whose online catalog pages can be found on search engines like Google and whose primary site (catalogs.aviall.com) shows up at the top of Google when searching for “aviall catalog” or similar terms.
Many retail businesses experienced growing pains due to the market’s shift towards e-commerce and the omnichannel shopping experience. Some businesses are facing massive closures and potential bankruptcy. Many others, however, thrived through 2017 and can expect success in the months ahead.
“We will also remain focused on rapidly scaling up new fulfillment options including Same Day Delivery, which will be enabled by our acquisition of Shipt, and our recently launched Drive Up service.” –Brian Cornell, CEO and chairman of Target Corp.
Many companies are attempting to reach the same destination: a complete and comprehensive omnichannel for their customers. But such a business model isn’t exclusive to large corporations. Dirxion online catalogs give both retail and B2B companies a tool to create an omni channel approach for their businesses and aids any e-commerce operation. Both versatile and optimized with HTML5, Dirxion online catalogs ensure cross-platform and multi-browser performance standards are met.
Three-quarters of companies agree that email offers “excellent” to “good” ROI, according to a 2016 survey from Econsultancy. Dirxion online catalogs can aid a business’s email marketing strategies as the familiar layouts and designs give a campaign an additional layer of depth and interactivity. Printing and shipping charges are eliminated with Dirxion’s services, which give businesses a new and engaging method to attract customers.
However, e-commerce and physical retail locations have shifted into a mutualistic relationship of sorts. Many consumers use physical retail locations to make returns on items that were purchased online. For instance, Kohls began accepting returns of certain Amazon items at 82 of their stores.
Amazon appeared in headlines all throughout 2017. Most noteworthy, however, was their $13.7 billion acquisition of Whole Foods in June. For months afterwards, market analysts discussed what the acquisition meant for Amazon, its competitors and the future of e-commerce as a whole.
Now, in a market landscape in which Walmart’s e-commerce poses a threat, many have indicated that Amazon must continue to make new acquisitions and improvements to remain competitive. According to Gene Munster, Loup Venture co-founder, this means an acquisition of Target by Amazon.
“This raises the question: will this create long-term changes and tailwinds for Amazon? Will 300-ish Whole Foods stores be enough to compete meaningfully in the brick-and-mortar space against Walmart’s 4000+ stores?” –Lauren Thomas, CNBC
Regardless of the strategy, Amazon and Walmart are attempting to reach the same destination: a complete and comprehensive omni channel for their customers. But such a business model isn’t exclusive to large corporations. Dirxion online catalogs give both retail and B2B companies a tool to create an omni channel approach for their businesses and aids any e-commerce operation. Both versatile and optimized with HTML5, Dirxion online catalogs ensure cross-platform and multi-browser performance standards are met.
“We rolled out this capability chainwide at the end of the third quarter, and while this initiative is still fairly small in terms of demand, it’s proving quite useful and satisfying guests looking for hot brands that are not available in every store, such as MAC or Morphe,” – Mary Dillon, CEO of Ulta Beauty
Dirxion has partnered with Ulta Beauty to provide the company with new avenues to connect to their customers. This is done by utilizing Dirxion’s integration technologies and e-flyers within Ulta’s mobile applications. The e-flyer gives customers a new way to browse and purchase Ulta’s products in a format that can be sent to their customers at anytime from anywhere. This format also increases the efficiency in which Ulta can interact with and extend new deals to their customers. Integrated into their Google Play and Apple iTunes store applications, Ulta’s e-flyers receive a high level of exposure to their mobile customers.
Estimates from Adobe say consumers spent a little over $5 billion on Black Friday. On Thanksgiving Day, consumers spent $2.87 billion alone, which was up 18.3 percent from a year ago, according to the same estimates.
Cyber Monday also brought in historic numbers and showed double-digit growth from a year-over-year perspective.Consumers spent $6.59 billion, according to Bloomberg News, which showed a 17 percent increase on e-commerce spending.
As a whole, holiday shoppers have spent a record $89.88 billion online from Nov. 1 to Dec. 17, which is a 13 percent year-over-year growth, according to data from Adobe. Adobe originally predicted to online sales would reach $107.4 billion through Dec. 31, which is expected to be reached at the current rate of online sales.
Following a summer of acquisitions and growth from Amazon, a larger narrative began to form for legacy retailers. They were viewed as stagnate and doomed to fall to the growing e-commerce market. However, shifts in business strategy coupled with a newfound omni-channel blend has lead to encouraging results for big-box retailers. Walmart has been one of the major companies leading the charge into this new, e-commerce-fueled era.
Walmart, who recently re-adjusted their e-commerce strategy, showed their ability to aggressively compete with Amazon. Recent earnings and growth have left many market analysts feeling as if they underestimated the legacy retailer’s ability to build a presence on the e-commerce market.
“Walmart.com will grow faster, the seamless shopping experience we’re pursuing will happen quicker, and we’ll enable the Jet brand to be even more successful in a shorter period of time. Our customers will win. It’s another jolt of entrepreneurial spirit being injected into Walmart.” – Doug McMillon, president and CEO of Wal-Mart Stores, Inc.
Walmart and other large legacy retailers are now pursuing omni-channel routes to combine their offline and online sales efforts. However, these methods and strategies aren’t exclusive to large conglomerates. Dirxion online catalogs give both retail and B2B companies a tool to create an omni channel approach for their businesses and aids any e-commerce operation. Both versatile and optimized with HTML5, Dirxion online catalogs ensure cross-platform and multi-browser performance standards are met.
For some Americans, the holiday shopping season begins on Black Friday. But for many others, e-commerce and pre-Black Friday online deals have continued to push holiday shopping earlier and earlier in November. Earlier in November, Adobe predicted holiday shoppers would spend $107 billion during the holiday season (officially Nov. 1-Dec. 31). At this point in time, U.S. shoppers are on pace to spend $109 billion.
Growth in the e-commerce market has given customers a variety of avenues to acquire their favorite products. For businesses, however, it’s hard to analyze exactly where their sales come from and whether or not an online and brick-and-mortar presence can be mutually beneficial to future growth.
Consumers are moving toward a blend of offline shopping supplemented by a period of online research. While online sales have been on the rise, only 15 percent of Americans make purchases online on a weekly basis, according to a study from the PEW Research Center. About 45 percent of Americans have used a cellphone within a physical store in order to look at reviews or other product information. Consumers have long relied on the ability to get recommendations and reviews, hence the rise of websites like Yelp! and FourSquare.
On the other hand, some consumers are more skeptical than others when it comes to the validity of online reviews. According to the same PEW Research Study,48 percent of U.S. consumers believe it’s often hard to tell if online reviews are truthful and unbiased.Consumers more often than not will use websites to compare prices and products and then visit stores to get a reassurance of product quality before committing to a purchase. Even if shoppers don’t directly purchase from a website, businesses benefit from empowering their customers with the tools to do their own research and be confident in their purchase.
Dirxion online catalogs give businesses a strong tool to allow their customers to do their own research. The search feature allows users to find the exact product they’re looking for without having to search through tabs and pages of results. Dirxion’s integration capabilities can bring a business’s existing e-commerce website into the catalog. Customers are able to interact with linked images that open to Quick Views or iFrames of the e-commerce site. Customers can then read pictures, look through photos and even add to their cart without having to leave the online catalog.