Are you still trying to market your ecommerce site using outdated techniques and strategies?
Today, I interview David Amerland about increasing your ecommerce brand’s visibility online. This means you have to take a big picture approach.Rankings are important, but discovery, trust and authority is what will pay the bills.Click To Tweet
In this 34 minute podcast episode, I interview David Amerland about:
- Why Google removed shortcuts to ranking and how you should approach SEO
- Why Google’s Hummingbird update is still relevant today.
- Why you should think about your brand values and identity before you tackle SEO
- Why now is an ideal time entrepreneurs to start and market a business.
- How to establish authority for your ecommerce site.
- How trust and authority translate into search traffic and brand discovery
- Does technical SEO still matter?
- Google Semantic Search, David’s Search Marketing/Brand Strategy Book
- SEO Help, David’s Latest book
- FAQ: All About The New Google “Hummingbird” Algorithm
Episode Four Transcript:
Darren: Welcome to the Pursuit of Relevance. I’m your host Darren DeMatas.
This podcast is for entrepreneurs looking to make their online business more relevant to search engines and – more importantly, people.
Darren: Today, I am very fortunate to have one of my favorite authors on the show, David Amerland. He wrote an awesome marketing book called Google Semantic Search. I’ve actually read it cover to cover several times and I keep it on my desk to reference it.
I love this book because it helps me think clearly when I get stuck. Whether you’re an experienced marketing guru or total newbie, we all hit plateaus and this book can help you break them.
I asked David to come onto the show because he understands the intersection between SEO, social media and business better than anyone else. Right about the time his book dropped, Google unveiled a major update called Hummingbird. He saw this coming before anyone else did. David, can you give our listeners a 30,000 foot view of why this update was a game changer?
David: Certainly. Well, in many ways, it changed practically everything we did online because it forced us to do things the way that we should and there’s always a thing about business. We are all subject to human economic behavior which means that whether we are a single person operating on our own or a a conglomerate of many thousands of people upgrading as a business, we always look for shortcuts.
We always look for things which will give us the greatest return for the least effort and that’s the way it is. And that means that in practicalities, we tend to take shortcuts which in the commercial world, sometimes ends up being in behaviors which are not perhaps very good in terms of their ethical side or even their practical side in the value they deliver.
And semantic search, when it came along, essentially created layers of transparency which began to join up all fragmented boxed, siloed presences across the web and across business, across the online world and the offline world. And the moment that happens, well, you’re forced to do away with shortcuts because suddenly they don’t work and you’re forced to invest heavily in the real presence of users which means that essentially, when it comes to delivering value of any kind, whether it’s informational or commodity or any kind of goods which you give to somebody, you really are forced to develop a relationship which works equally well for you, from a commercial point of view, and for your customers, for a long term point of view.
Darren: So, you think that the change to semantic search has really put a focus on value and relationships?
David: Absolutely, and the reason it did that is essentially semantic search, which is a really, really complicated thing, comes down to one simple element and that’s entities. And entities means that essentially, in regard from digital compartmentalized personas to real things and real people and real objects. And the moment you say something is real, I mean what you mean essentially is if there’s a conglomerations, a cloud if you like, of attributes which everybody agrees, which are related to that object.
So, even if we take Harry Potter for instance, which is a fictional character, everybody agrees that he has, you know, he is the boy who didn’t die. He has a scar in his forehead, he has certain attributes associated with personality and he does certain things within his magical powers and he’s governed by certain ethics.
Because we all agree on these things, he is real in that context because we can all discuss him like a real thing. So, you can’t sort of fake Harry Potter because we know what the real character really is. And that’s a classic example of how transparency and attributes coming together suddenly create a very concrete existence of something, even if something is immaterial as Harry Potter.
Now, imagine what happens when you apply that to our digital personalities, to the commercial world of online businesses, suddenly you are forced to go away from the artifice of presenting a PR managed and advertisement led persona to something which is very real in terms of how people perceive you, the shared values you have, the ethics that govern you and the way you actually connect with those people as you do your job.
Darren: So, Google changes a lot and everyone knows that. So, that update happened about two years ago, does Hummingbird still matter today?
David: Absolutely, more than ever. We mustn’t forget that essentially the web is incredibly massive and growing every minute that we speak. Semantic search relies on a tremendous amount of data and incredible number of connections and that is constantly scaling. So, essentially, we saw it being implemented in 2012. It began to have an impact then. That impact began to make itself felt in subsequent updates and filters and refinements from that time onwards and it continues to escalate.
And what’s happening today is that we don’t feel it as much because we are surrounded by semantic technologies. Suddenly, our devices are smart and our refrigerators are smart, our computers, our cars are smart. In terms of they are designed this days not to just give us data but actually to collect data, aggregate it, make a decision point at the point of aggregation and give us back a result and we begin to become familiar with that. So, we don’t sense it as much but, yeah, it’s more important than ever.
Darren: Do you feel that since semantic search and Hummingbird that there’s been a lot in terms of data being created now because I think a lot of people recognize the need for what you’re describing in terms of just building entities and building an authentic footprint across the web and so, it seems to me like so much great content is getting pumped out and so many content our social media marketers emerge. It seems like SEO is getting a lot harder because of semantic search. Is this true?
David: I would say yes and no. I mean, and I need to clarify this really.
Yes, in terms that before you even start thinking about SEO, you need to do some really hard thinking about your values your identity, your brand values, exactly what you do, why you do it and how you’re going to do it.
And this wasn’t really necessary in the past. If you had business, all these things were compartmentalized and you could easily say, “Oh, I need to do some SEO for three months.” You could buy somebody to actually do it for you and now it doesn’t work. It has to be an integrated part of your business.
By the same token, if you have worked out clearly your identity, your unique selling point, your differentiation, then the challenge really becomes how I do I get that across to my audience and the moment you start thinking of the challenge in those terms, well then, it’s a technical thing which you need to solve. You know, you need to experiment and think, “How do I connect this to the audience, which is my audience, not just an audience?”
Darren: It almost seems like semantic search is just . . . has made it easier for people who are passionate about what they do to do better. In your book, I highlighted the following text, “In many ways, semantic search takes us back to the golden days of the web in terms of working online. Anything was possible as long as you had passion, belief in yourself, and energy to work at that.” And so, that really stands out to me just because I personally like working with entrepreneurs who are passionate about what they do. So, can you tell me a little bit about what you meant by that and do you still believe that statement?
David: Yeah, definitely. When the web came along, it was a real revolution. Suddenly if you had a good idea and you could put together a website, one-man operator could be as good in terms of how they were perceived and what sort of impact they had with their potential clientele as a large conglomerate, so it was a great equalizer.
And as time went on, what happened? Well, you know, companies have deep pockets and manpower so they could actually afford to take their time, plan for the long term, throw money and technology at the problem and eventually, they won. They won for the same reasons they win offline. Why do they win offline?
Because, well you know, if you haven’t invested $100 million in a mall presence, and I’m a guy operating from the boot of a car, and I may be selling shoes and you may be selling shoes, well, who are people going to go and buy a pair of shoes from? Not from me from the boot of the car because they think, you know, I won’t be there five minutes later whereas the $100 million presence in the mall, well you’ve invested so much money there that it doesn’t make any kind of sense for giving them perhaps a bad pair of shoes or not take a bad pair of shoes back, if it happened to be a bad batch.
So, this is how you create confidence, and companies managed to do that on the web by creating glitzy websites, by investing heavily, by investing in advertising, by being everywhere and bludgeoning us with their message. So, then, semantic search came along and it said, okay, semantic search essentially says, makes compartmentalization a non-starter. Companies have to start talking with a human voice, presenting human values, making real connections in a bi-directional way because now there’s a dialogue going on instead of having to sort of think in terms of advertising and advertising message and that equalizes many things.
Because it equalizes so many things, it brings back to the small operator, who has his values worked out, the same power as a large company now. So, the challenge is the same now for both, and those who have worked out, have a distinct advantage and certainly large companies with their scale and people and departments and budgets and egos, probably have a harder time working this out than perhaps a person working their own or a small team.
Darren: So, really what it did, was it just kind of leveled the plain field by creating a similar challenge to build authority and trust to both the big companies and your entrepreneurs?
David: Yes, definitely. I would say that’s exactly what it did.
Darren: So, since we all know that we have to establish authority and that authority online used to be based on on-page SEO and link building and now it’s based on trust, connections and reputations. So, what are the steps in e-commerce site? That guy, you know, who is selling the boots out of the back of his truck, what are the steps he can take if he wants to sell those boots online that he can improve his search discovery and build up his authority and trust?
David: Well, he has to . . . I mean, the answer to this sounds surprisingly easy and it is incredibly hard. He has to be real. And you think, “What does that mean?” Well, we know that as people we like connecting with people and we like connecting with people we understand. And the moment we understand them, a sense of trust is established. And once you have trust, then any kind of relation exchange can take place. So, really, you need to create that bridging point which allows people to understand who you are, why you do things that way, why can they trust you? Why should they trust you?
Essentially, you are answering the question that every business needs to answer. Why should anyone do business with you? And, you know, that’s the same whether you have a multimillion pound business work across the world or somebody working locally, that question needs to be answered convincingly before any kind of business can take place.
And the person working individually now, with a very human voice, with a very real kind of connection and presence, arguably has a far greater chance of establishing this convincingly than a large corporation which tends to speak in the best possible scenarios with quite a few voices in going from customer service to technical support for instance, you get the feel of a different kind of treatment. A different set of values in what you’re worth to them.
Darren: So, do you think like, in terms of just an e-commerce site, do you think the first step would be to get people to know you and trust you with the first step to be creating a good “about” page or how does that translate into a practical step someone could take?
David: In a practical step on their website . . . and that’s a great question by the way because we have been conditioned over the last, almost 15 years, of having websites that all say the same thing, pretty much. You know, they all spoke in the same bland corporate voice because we thought that’s what we had to do and really, you need to get away from that. Somebody getting in your website doesn’t really care if it’s glitzy, if it’s flashy, if you are a customer-centric business with some kind of mission statement because everybody says that including Enron and we know how that went.
So, essentially, you need to say, “Hey,” You know, if you are a person who operates at the back of a car, for instance selling shoes in specific neighborhoods, be up-front about it. Say, “This is what I do and this is why I do it.” And understand that here is a trust factor because I’m not going to be around for the next 15 minutes after you make your buy.
However, this is how I cover this, and if you can answer that point convincingly, if you can acknowledge the trust issue and solve it, that’s it. It’s solved. It’s a very human thing to do. What isn’t the right thing to do is pretend it doesn’t exist hoping that it won’t come up and that will convince people. Well, that never works these days.
Darren: So, how does that trust and authority translate into search traffic and brand discovery?
David: Well, essentially, this is how websites are discovered, or are found, or are assessed these days. Google uses something called “the it principle” which goes from expertise authority and trustworthiness, which is how websites are assessed in its search engine, using a wide variety of sales signals and these signals on the machine scanned. So, essentially, they look for websites which are referred to in a particular manner, their content is talked about, their owners are active in specific things which have to do with the website expertise.
So, if we go back to that example where you sell shoes, for instance, it wouldn’t really help you a lot if you happened to be a marathon enthusiast and you are very active in marathon websites and you know a lot about marathons because that’s your hobby and you’re passionate about it and you say, “Oh, by the way, I also sell shoes occasionally.” That won’t one help very much. There has to be a clear establishment of authority and expertise in the domain you’re talking about.
It doesn’t mean you can’t use your passions and bring in your hobbies, by all means you have to be very human, but those have also to be informed about what you do professionally. So, you need to have a social presence which essentially gets those points across. You need to have the website which speaks in a very human words with content that is sharable which means it has to resonate with the audience. Which means it has to add value to the audience beyond what you want them to know.
I mean, that’s not enough. You need to know what they need to know and then you need to work to answer that and obviously, it has to have some kind of authority in terms of the depth of its subject. So, if you don’t cover in sufficient depth to have that kind of authority, if you are repeating what everybody else is saying for instance, well, you know, there you are on slightly thin ground.
Darren: So, you mentioned the need for sharable content and I know that having a blog for what I do is important. I know that having a blog for what you do is important. A lot of times, e-commerce site owners, they’re extremely reluctant to publish any content aside from your home page copy, your product descriptions and buyer’s guides. They don’t really want to spend any time blogging. So, why should they spend time blogging?
David: Okay, that’s a perfectly good question and if we forget that we have been blogging for a minute, and we take a normal bricks and motor store, well, you know, what happens in there? We’ll have lighting which gets put in very specific areas and, you know, nobody is a lighting expert. We’ll have merchandise which gets dusted regularly and moved about. We’ll have people who dress in a very specific way and all of those things are signals. They are signals that business is serious, the business has a specific aspect, it has a specific resonance with the people who come inside. It wants to create a particular field and atmosphere for everybody who experiences its presence.
And the question now has to be, “Well, why should it be any different on digital just because it’s digital?” If anything, we’ll have to work harder because the visual cues aren’t there. So, if you don’t have a blog, if you don’t take photographs, and you don’t just have to blog. I mean, you can do other things. If you don’t share photographs on Instagram, if you don’t have a video perhaps or if you don’t have a podcast, then you make it extremely difficult for anybody to assess really who you are. And if they can’t access that, then they find it really difficult to give you their trust and certainly, you will find it very difficult to capture their attention and if you don’t have trust and attention, then you have absolutely nothing and you can’t work.if you don't have trust and attention, then you have absolutely nothing and you can't work.Click To Tweet
SEO, The Social Web and ROI
Darren: That’s a good answer. So, I think the million dollar question that I know a lot of e-commerce site owners has is, let’s say I go gung-ho and do everything you’re talking about here, how long does this type of SEO take?
David: Well, here’s the . . . You’re right it is the million dollar question and it comes up in every context. Whether I happen to be talking to somebody who has a very small concern in terms of a business or, which is frequently the case, in a large conglomerate environment where they work across different markets, they always come up with the ROI.
Well, there are two distinct areas there and I need to clarify this. When it comes to search and SEO, there is a direct ROI because it’s visibility of your stores which come up in direct proportion to queries which address what you do as a business and there, you should see a very direct impact. So, if you’re in the first page of Google for, let’s say selling shoes off the back of a car in a trustworthy environment or something like that, then you’ll do well because people will look for that, they’ll find you, they’ll go to your website, they’ll be convinced, and they’ll buy from you.
But when you’re asking about the ROI on the longer, more time intensive aspect of the social web, that is the wrong question and it’s the wrong question because the social world really doesn’t have ROI. You’re never going to make a sale by establishing relationships in the social web. Anymore than you’re going to make a sale by establishing relationships in the bar when you are out drinking with friends where you happen to give your card to a couple of people. They aren’t going to say, “Hey, I really need your services. Let’s go right here and now, I’ll give you some money.” It never happens.
Darren: No, it never happens.
David: But what may happen is they will keep the card. If they liked you and they liked the, you know, the way you behaved and the way you spoke and what you talked about, and if they need your services, they will remember you. If they don’t need your services and they happen to be in the presence of somebody who does, they’ll say, “Hey, I met this guy in the bar the other day and he was a really cool guy. I’ve got his card.” And suddenly, you have a customer through that who you never would have reached.
So, really, the social web helps more with KPIs. KPIs are the key performance indicators that every business needs to run by. ROIs have to do with direct marketing. You have x number of boxes, you need to sell them, what do you do and how do you measure that? Well, that’s very quantifiable but that’s not what makes a business great. The selling allows you to survive for the moment, but you still need to sell tomorrow and a year from now and five years from now and what you’re selling needs to evolve. So, really, what allows you to do all that is your KPIs and your KPIs have to do with positioning and alignment and the brand equity which your brand acquires, which allows you to gain market share i.e. customers and all those are long term projects.
So, really, companies that really get social never look at ROI but they do look at KPI. Those who think, “I’m gonna go on social web and I’m going to spend, I don’t know, five hours a week, and expect to see sales from that.” Well, they’re only fooling themselves and that’s not the best way of approaching it.
So, to sort of be pithy about this, you’ve got two different aspects to this. From search, you should always expect very direct responses and you should be able to measure it in terms of visibility across different verticals and how many sales you’re getting. But from the social web, it’s always a long term strategy which informs your market and incrementally gives you market share and that will translate into greater success, more sales and so on.
Darren: So, you really need that social presence to create those real relationships that help you build trust and authority in the long run?
David: Yes, absolutely. In the same way that we do offline. I mean, offline . . . we don’t tend to think about offline very much because really we don’t have a choice. We inhabit a body, which happens to live in a house, which happens to be situated in a neighborhood, in a state, which is in a country. And because all these things are out of our choice, you know, we don’t really control them very much, we don’t tend to think about them very much.
But essentially, you know, the moment you step out of your house, your dress code and the car you drive and how you behave, they all send a signal and that signal is intended to create an impression which is intended to create relationships with those around you. And those relationships have a positive impact in how you live, whether it is professionally, i.e, they give you some kind of reputational value which helps your work at some point or even they make your life easier because you get on with your neighbors. We get online and forget all those things. We think everything should be instant because we’ve been accustomed to a sort of push button service which gives us instant results. Well, it doesn’t work like that the moment you talk about reputational gains. It’s real relationships which need to be cultivated, real values, shared values need to be established and it’s a long term process but it does actually pay off.
Shortcuts to Authority?
Darren: So, I love the way you make the parallels between, you know, the digital world and the real world and how Hummingbird kind of just flattened them out and what works in the real life, you know, has to kind of work in the digital life and I think that’s really what the big change has done. So, are there any shortcuts to creating trust and authority today? Now here is an example, let’s say you are a sales driven team, corporate marketing team and you hire, you know, the aggressive sales team to kind of shortcut this process of finding the right people and building trust and doing it the right way through a savvy sales person. Can that not be translated into the web?
David: Well, any kind of attempted shortcut is going to use a crafted approach which will not work very well because the moment it begins to scale in a transparent web, people begin to see it and the more people see it, the more inconsistencies they notice and the more things, the more they question things and suddenly, you begin a lot of push back to what should be just a straightforward sales process. So, no. You can’t operate the same way.
However, what you can do when you have a real hungry sales team, I mean, obviously what do they need to do? They need to make sales because they need money and the company needs money. Well, we all need that. So, that’s not something unique. Tell me what’s the unique factor about them? Why are they so hungry? Why are they so gung-ho? What are their real hopes? What are the people driving this? And if they can establish that presence and then harness it in a way that resonates with their audience because, you know, it’s not enough to say, “Well, I’m really passionate about this and I want to change the world.” Well, if you just say it and you don’t believe it will come through. If you say it and it’s not really connected or relevant to what you’re doing, well, you’re just wasting your time because you’re diverging from what you really intend to do.
But if you align some of your passion, which ultimately you have to, if you are the right person for the job, what drives that job beyond the need to make to money is something else which allows you to find an affinity in that. Well, the challenge, and it’s a real challenge, is to translate that passion and affinity into the resonant point with your audience where they say, “Oh, Darren does that and you know, I don’t need that and I will never need that. But he does it in a really cool way and he is a really cool guy.”
And that makes, that coolness factor, makes you part of their conversation event though they’re not your customers which allows them to . . . allows you to surface into other networks in other areas and suddenly, you find customers coming to you from those areas which you didn’t even market to because you’re only marketing, say to me. But I pushed it forward. So, that’s the trick really, that’s the real shortcut which comes up to knowing who you are, really defining exactly why you do the things you do. What is it that really drives you beyond the obvious need of, “Hey I need money.” Which we all do.
Keywords and Semantic Search
Darren: So, earlier you talked about keyword research and appealing to content based on different search queries. So, can you, like for example, someone says, “I’m looking for military backpacks.” They’re going to go into Google, they’re going to type that search query in and that’s called a transactional search query. So, can you help e-commerce site owners understand what are the other types of search queries they should be focusing on because I know everyone who has e-commerce sites, their main keyword is “buy product name”. So, what other type of keywords should they be focusing on?
David: Well, beyond the what you do as main core, there’s a whole aspect associated with that which is usually has to do with either an aspirational element or a lifestyle element or even a professional element. And if we take your example of military backpacks, well, obviously the people who buy military backpacks are not the military, because they already have them.
So, you got to think what sort of people buy them? And that people who have perhaps some kind of adventurous lifestyle, adventurous aspect of their world and what else do this people like? They like trekking and they like other kind of stuff and they like knowing how to life hack their hobbies.
And if you establish the kind of presence around that which allows them to connect with you over that, then they’re more likely to give you their custom even though when they do Google military backpacks, they get 20, 30, 50, 100 other vendors doing the same thing. But maybe those vendors don’t quite do what I just suggested.
And one classic example of this, I know of a bike shop in the UK that sells dirt bikes and they have an extensive section. They work locally in a small town in the UK but they have an extensive section on global bike trails and they’re real enthusiasts. Sometimes, they do them themselves and they go and take pictures and other times, they research them and then they write up about them. And they get traffic from all over the world even though they trade locally. Because they get traffic from all over the world, their name is mentioned almost in every forum where dirt biking and trail biking is mentioned.
So, they get custom locally, and also custom within the UK, from people who haven’t heard about them from advertising, but they’ve heard about them because they go to this forums where enthusiasts gather and their name is mentioned, their website is mentioned. All they’ve done is put a lot of effort in supplying the extra information around the hobby, around the stuff that they actually sell without saying “buy our stuff”.
Darren: Yeah. I mean, I think it’s brilliant how you were just able to take the idea of a product and then create some sort of lifestyle appeal. Like the example you gave with the best bike trails around the world, I think that’s such a great idea to get more traffic from people who care about that sort of lifestyle affinity group.
David: Yes, exactly. I mean, they’ve got evangelists referring people to them who live in Australia and they’re never going to buy a bike from them but they really love the fact that they can get that kind of information from them. So, it’s a cool thing to do.
Is Technical SEO Still Important?
Darren: So, I want to switch gears a little bit and talk about technical SEO because we’ve talked a lot about real world things and technical SEO is not a part of my offline activity. So, has that lost its importance?
David: It hasn’t. It’s still important and by technical SEO, now we start talking about website structure, website loading speed and hosting speed and keywords and doing all the things which we traditionally associated only with SEO. So, the question is, well, do I still need it? The answer is yes and maybe. Now, yes, you need it because if you can do it, you should always do it. It’s good to tick that box for many reasons not least because the easier your website becomes in terms of how Google sees it and how it indexes it, then the higher the chances that it understands better what it is that you do. So, there’s no need to create unnecessary obstacles.
Now, if you have no idea, none at all, about technical SEO and if you don’t have the money to pay somebody to do it for you, if you haven’t got the time to learn yourself, well, then the good news is that not everything, everything is not lost. Google goes to extreme lengths these days to overcome this obstacles, to actually try and extract information from websites which are really messy and, you know, with a very high load of unstructured data there and the moment it understands that, it begins to actually process the information in its index, in a structured format so you’re gaining.
If you have a strong social presence where your website is cited across different social networks, different forums, Twitter, well, that’s a big plus because Google will be able to cross-reference that, see the context of how it appears, make some judgments based on this, look at it to see who is sharing it, ascertain the value of the persons sharing it. So, it becomes quite a new instinct. So, really, if you can do it, definitely it will help. If you can’t do it and there’s absolutely no way of you addressing this, well, don’t obsess over it. Focus on the things that will actually help you win.
Darren: So, you think you can get by with just great content and effective content promotion and social media?
David: It’s a difficult one to answer because some websites are so incredibly messy and they do everything else relatively not to so well but that becomes quite a stumbling block. But if you do everything else right, and you don’t look after the technical side of your site because you can’t, then it’s not as big as an obstacle as it should be, in some cases, it’s not an obstacle at all. And I know of certain examples of informational websites, as a matter of fact, Google’s former head of spam, Matt Cutts, who is still on leave at the moment, used to experiment with his blogs and create posts that were completely unstructured. You know, no headers, no meta-tags, nothing at all, and they still got indexed quite well simply because his posts used to get talked about quite a lot in Twitter and on Facebook and on Google+.
So, he used that as a shortcut to actually get Google to see what he did. If you have a website which is obviously a lot more complicated because it has, you know, categories and products and different structures and different trees, if you don’t have some kind structure of that then you probably are running into some difficulties for some technical reasons that have to do with the length of indexing that Google actually allows itself on any website.
But if you’re running an e-commerce website, normally you have some structure anyway because you’re using some kind of . . . even if you’re using a pre-made CMS, they make it fairly easy to create a structure that makes some kind of sense and a lot of them these days are SEO friendly anyway.
So, without you realizing you’re doing a lot of things right simply by having a logical, structure and flow to your content. Now, if you don’t know the rest of the things which you should do technically because you simply haven’t got the knowledge or the skill, at that point you should stop obsessing and just move on with the things you actually can do.
Darren: If there’s only two things that e-commerce site owners should do as a webmaster, what should those two things be?
David: Okay, that’s an easy win. You should make sure that your website loads as fast as possible and Google has a specific page speed testing tool, it’s free and you should actually try it and utilize that to see where you stand with that.
If your website loads fast, that’s a huge SEO win and the next thing you should try hard to get right is your hosting. It should be as reliable as possible which means that you shouldn’t be getting 404s because the server doesn’t respond.
You shouldn’t get any down time because the server happens to be down for maintenance or have a hyper load or whatever. So, your hosting provider has to be as reliable as possible in terms of up-time, in terms of backups, in terms of connection to the internet and so on.
Darren: So, when this podcast is over, what is the first thing that e-commerce site owners should do to start building authority and trust to their online store?
David: Try in everything they do, to answer that simple question, [inlinetweet prefix=”” tweeter=”@davidAmerland” suffix=””]”Why should I give you my money?”[/inlinetweet]
Darren: So, focus on answering that question in your online experiences and your presence?
David: Yes, absolutely. If they answer that question adequately in everything they do, that’s it. They’ll find themselves doing so many things right automatically that they will be on to a winner.
Darren: Wow, that’s a great tip. So, if you want more actionable tips for SEO in 2015, you want to check out David’s new book “SEO Help” and also be sure to listen in to our next episode where David will be back again to talk about social media and customer loyalty. You don’t want to miss that. Thanks for joining us today, David.
David: Thank you very much. I really enjoyed this.