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Tag Archives: Online marketing

The trade fair yesterday was dead. The halls were half full and there was loads of free seating in all the restaurants where last year even the floor space was being fought after. Either people didn’t have the spare capital to invest in seeing next season’s products or loads of people have already gone bust. Last week was a real tough week for us, pretty much the worst week of the year so far.

I’ve been having a look at the SERPS over a longer timescale this week too and I’m impressed with the improvement listings wise but not with the traffic that we are getting. Given the improvement I really would have hoped for a more noticable increase. This may have something to do with the seasonality of some of our products. Actually that’s not true. We get slightly more traffic than we did this time last year but that is impressive as that traffic is 100% natural whereas this time last year we were spending £500 a year on PPC. Maybe I should be a little more impressed. My next goal is to get to page one for some of our periphery terms, we are hovering in the top few of page 2 at the minute for my favourite one.

I’m going to get more focus on to the second site this week – there’s loads more product that I could uploads and with new pricing from pretty much all of our suppliers I need to have a look through that too. One of our departments is called ‘things’ and we are now on page 9 of Google for the keyword ‘things’ 🙂 I don’t think that’s so bad for saying it’s not been live for long.

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Something that has been on my mind no end just lately – growth. We’re falling into a recession, defined by the fact that growth in the economy is zero or negative, it’s not completely illogical to see sales and business growth at the very least stall. It eases my mind to think that this is happening to everyone and so I should just sit tight and wait, I’m impatient though – I don’t want to wait.

That aside I’ve been thinking about the size of the market in the first place. I want to double the sales for our main product in the next 6 months. To do this I’m going to get us better SERPS (as a starting point anyway) but what happens if we rank #1 for all our keywords and we still don’t see an increase in sales….then I guess we’re reaching the complete market. Then what? I guess then we have to consider other types of marketing as opposed to solely online (promotion, advertising etc). By reaching #1 we capture the entire market that BROWSES for our product but what about all those people that simply search by brand name. So therefore we need to strengthen the brand and raise awareness so that more people search for us as opposed to just our product, if we can also add an intrinsic positive feeling with the awareness that would also help battle some of the ‘buying online’ demons that people still have making it even more beneficial.

Complete brain fart there, but I feel like I’m getting somewhere.

One of the main issues that we have found more recently is that we have some nice SERPS for our main product base, but we’re really struggling with the more periphery terms for the other non-related products. That’s logical I know but that doesn’t mean I have to like it. I want to be on page one for everything. Inside I know that because the terms aren’t related my task is impossible (hence the second website).

We have chosen to split out some of the less related products into the second site. Personally I think that we could tread down a dangerous path if we’re not careful. One thing we can’t do is over specialise, it’s too limiting. It would be a lot easier to optimise a website that only sold tyres to the term ‘tyres’, but what value would that hold for the shopper? Also I think it gives people less choice and there is less chance of cross-over from other products. Not the path for us anyway.