Website SEO

Make your eCommerce website secure – Change from HTTP to HTTPS

Google Chrome is the world’s most popular browser, boasting a 66% worldwide usage share of web browsers on desktop and a 50% share on mobile devices, making it the most used browser in the world, according to StatCounter, 2018.

Google keeps updating their algorithms and methodologies to best suit the user’s needs and this over the years has helped them stay on top of their game. After the big Google Speed Update, the next big step from the tech giant is the securing websites by marking non-HTTPS sites ‘insecure’. If you are looking to keep your eCommerce website secure and up in the long run, it is the right time to make the shift from HTTP to HTTPS.

What is the difference?

HTTP is the building block of the world wide web, the protocol over which data is sent between your browser and the website that you are connected to. After years of pushing for ‘secure by default’ websites, the tech giant – Google will now identify insecure sites in the Chrome browser beginning and mark them ‘insecure’ starting in July 2018.

Why HTTPS over HTTP?

  1. More Secure
  2. Helps with SEO Rankings
  3. AMP requires HTTPS
  4. Better referral data
  5. Credibility factor
  6. Customer information remains intact

The big shift

Google intends to mark all non-HTTPS sites ‘Non-secure’ starting July. This has been followed with a campaign by Google providing ‘Rank boosting’ incentives to sites that make the shift to HTTPS. Results of the campaign are.

  • Over 68% of Chrome traffic on both Android and Windows is now protected
  • Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
  • 81 of the top 100 sites on the web use HTTPS by default

How to migrate from HTTP to HTTPS?

  1. Buy an SSL certificate (An SSL certificate contains both public and private encryption keys that are long strings of alphanumeric characters used to encrypt data in a way that’s very hard to crack thus making it ideal for protecting sensitive data.)
  2. Install the SSL certificate on your web hosting account
  3. Change all instances of HTTP to HTTPS to ensure there will be no broken links once you switch the HTTP to HTTPS switch.
  4. Set up 301 redirects from HTTP to HTTPS so that search engines are notified that your site’s addresses have changed and so that anyone who has bookmarked a page on your site is automatically redirected to the HTTPS address after you flip the switch.

There you have it, 4 easy steps to making your eCommerce website secure and web-friendly.

Google’s Recent Algorithm update could be killing your SEO efforts.

Google is known to update its search algorithms multiple times in a year. According to a recent tweet by Google, ‘Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year. As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

So, what does this mean for the digital marketers? What happens to your SEO efforts?

Well, some updates can work against you and some might work in your favour. However, primarily, you need to stop looking for a fix. If you talk to any digital expert, he/she will ask you to focus on two fundamental aspects of digital marketing:

  • Quality content
  • Keywords

Despite the large number of updates that Google makes to its search algorithm, the main concept of the search engine is to identify and promote original, genuine and high quality content. Keywords play a major role in ensuring that your content is ranked for the right terms and phrases. Having said this, keeping an eye on the updates is necessary to ensure that your efforts are in the right direction. While broad changes don’t affect websites a lot, focused changes done by Google could require to fine-tune your SEO strategy to ensure that you are not being left behind.

Fresh quality content should be at the top of your list if you are seeking to improve the SEO ranking of your website or blog. Remember, Google ranks pages, not websites. Keep all your webpages updated and remove all outdated and irrelevant content. Google can be your best ally provided you don’t try to outsmart the algorithm.

Let the search engine believe that your website creates quality content and has keywords that are highly relevant to the content. With Google’s focus of providing the best experience to searchers, you will almost always find yourself in a ‘sweet SEO spot’. Good Luck!

10 KPIs to Measure eCommerce success + Free Resources

10 KPIs to Measure eCommerce success + Free Resources

Key Performance Indicators are a measurable value to denote how a business is meeting key business objectives. Businesses segregate their KPIs into High-level KPIs and Low-level KPIs based on the impact they have on their business goals. High-level KPIs focus on the overall performance of the organization whereas low-level KPIs focus on performance of their departments.

Why set KPIs

  • KPIs help drive business to greater heights
  • They ensure that everyone in the organization is working efficiently to fulfil business goals
  • KPIs help meet strategic and operational goals effectively

KPIs for eCommerce

There are a number of KPIs you can set, but we have curated a list of 10 KPIs that are absolutely essential to monitor to tweak your eCommerce performance

 1. Return on Investment (ROI): One of the most thrown-around Jargon in any industry, Return on Investment (ROI) is one of the most important metrics to monitor when it comes to eCommerce. Return on investment may be measured per each important channel or per total marketing spends.

  How to Calculate: Revenue/ Costs

  Tools: Google Analytics & Measurable

 2. Year over Year Growth (YOY): Scaling your business consistently over time is a mandate if you want to succeed instead of merely surviving the wave of eCommerce. Year over Year growth can be measured as a variation of revenue, conversion rate, average order, customer lifetime value.

  How to Calculate: (Metric) Last Year / (Metric)Current Year

  Tools: Google Analytics & Measurable

 3. Customer Lifetime Value (CLV): Customer lifetime value is a prediction of the net profit attributed to the entire future relationship with a customer. CLV is one of the most important metrics for measuring gross profit and success over time. Generating new customers has been proven to be the most expensive endeavor for almost all eCommerce businesses and so CLV becomes an important metric to watch out for.

 How to Calculate: Profit/Customer/Year x Average number of years

 Tools: Google Analytics & Measurable

 4. Average Order Value (AOL): Average order value (AOV) is yet another important metric for your ecommerce store. Average order value (AOV) tracks the average amount spent each time a customer places an order on your website or mobile app.

 How to Calculate: Average Revenue / Customer

 Tools: Google Analytics

 5. Conversion Rate (CR): Conversion Rate is a metric to measure the efficacy of your marketing and eComm efforts. A high conversion rate reflects the success of a business. Though the benchmark over industries vary, conversion rate remains an important metric in every industry including eCommerce.

 How to Calculate: Conversions / Visits

 Tools: Google Analytics

6. Customer Acquisition Cost (CAC): Customer Acquisition Cost is the cost associated with convincing a customer to buy your product/service. This cost is incurred by the organization to convince a potential customer via marketing efforts. This cost is inclusive of the product cost as well as the cost involved in research, marketing, and accessibility costs

 How to Calculate: Traffic Cost + Discounts + Incentives + Prizes

 Tools: Google Analytics & Measurable

7. Cart Abandonment Rate (CAR): Abandonment is an ecommerce term used to describe a visitor on a web page who leaves that page before completing the desired action. Examples of abandonment include shopping cart abandonment, referring to visitors who add items to their online shopping cart, but exit without completing the purchase.”

 How to Calculate: Conversions / Cart Visits

 Tools: Google Analytics

 8. Purchase Intention (PI): Purchase Intention can be broadly defined as the number of visitors on your webpage willing to make a purchase

 How to Calculate: % of visitors that want to buy

 Tools: Marketizator

9. Search Penetration Index: SPI can be defined as the number of visits you are getting on your site from all search volume like PPC and SEO efforts.

 How to Calculate: Number of visits / number of searches

 Tools: Google Analytics & Measurable

10. Customer Satisfaction Index: CSI can be determined with post-purchase surverys. Customer satisfaction plays an important role within your business. Not only is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a key point of differentiation that helps you to attract new customers in competitive business environments.

How to Calculate: Monthly Surveys

Tools: email and Marketizator surveys

How to tie up Content marketing and SEO effort

Content is undoubtedly the cornerstone of digital marketing. A well-designed content marketing strategy take your brand far and wide and make it grow. On the other hand, there is SEO, which is needless to say, an indispensable tool that a brand needs to be visible and find their own niche in the ever erupting online landscape. The perpetual conundrum of the modern marketer, however, is whether Content Marketing and SEO can be tied together or treated individually.

A solution-driven response to this is that both of these indispensable tools of digital marketing go hand-in-hand. They are never separate, but rather, interlinked to each other in their functions and objectives. SEO has its own set of requirements which can only be fulfilled by effective content marketing.

To be able to successfully connect SEO strategy of a brand and its related content marketing activities, here are a few things to take into consideration:

  • The best way to apply a SEO strategy is to drive it through well structured, quality content. Similarly, content marketing becomes successful by applying the right SEO techniques.
  • Content marketing develops the ‘content’ which SEO demands. In other words, there cannot be an SEO without content. Anything and everything that is developed for a brand- articles, keywords, social engagement, videos, blogs, etc. comprise content. And when SEO techniques are applied to them, it yields visibility to your brand across the online ecosystem.
  • When SEO demands a keyword or keywords, content marketing fulfills them by integrating them in the brand content. This whole technique and practical application of SEO forms the core of content marketing.
  • When it comes to inbound links needed for SEO, Content Marketing introduces the same in its content at the right places.
  • While SEO helps spread your brand message through powerful content, content marketing helps build an authority of the brand to improve the SEO.

The picture-perfect end objective of the SEO strategy can only be fulfilled through a robust content marketing effort. And, rather than keeping both SEO and Content Marketing in silos, marketers need to blend the key features of each to get the optimum results.

A guide to setting your content marketing budget

 

We have all heard the term ‘Content is King’. But, how many of us know that way back in 1996, Bill Gates published an essay named ‘Content is King’ which is where this phrase originated from. Today, more than two decades later, content marketing is the focal point of most businesses. Every website is trying to create high quality content with a long term strategy in mind. Content promotion to the target audience involves many aspects like keyword position, SEO, etc. Cost is a big factor in marketing content and needs to be budgeted meticulously.

Content marketing generates over three times as many leads as outbound marketing and costs 62% less. In order to craft a successful content marketing strategy, businesses must focus not only on increasing the overall traffic to the website, but increasing the right kind of traffic; that being the number of visits from real people who have the potential of becoming a customer for your business.

To achieve the desired results, distribution of content through organic efforts like search engine optimization or paid efforts should be deployed. Without being too much of a fence-sitter, both paid and organic have the potential to be used at the same time to great effect. But it ultimately boils down to your business goals and what you intend to achieve with a content marketing strategy.

If you are looking to drive traffic and conversions quickly and money isn’t a constraint, then paid social advertising will be a quick fix. However, if it’s for something that will focus more on your client-customer relationship, organic would be well worth investing in.

In this article, you will get some guidelines to set your content marketing budget:

1. Focus on your organization’s business and size

Is your organization into manufacturing or technology services? You need to understand that each industry has its own content requirements. Focusing on your organization will help you understand the volume of content and the thrust required for a successful content marketing campaign.

Further, if you are a start-up, then your budget can be lesser than a big organization in the same business.

2. Define precise goals

What do you want to achieve with the campaign? Steer clear of generic replies like ‘getting more orders’ or ‘increasing customers’. These can be the ultimate motives behind any marketing activity but for content marketing you need to have more tangible and quantifiable goals. Some such goals can be:

  • Increasing organic traffic to your website
  • Improve search engine rankings
  • Build authority of your website, etc.

These goals will determine your content requirement and marketing needs, thereby giving you an idea about the possible budget.

3. How will you execute the campaign?

Do you have a fulltime resource to work on content marketing? Or, are you planning to employ an agency? Or, freelancers? Consider these options well because each one of these cost money and you will need to plug these costs in to your budget.

These three tips can help you set a content marketing budget especially if you are just starting out. If you already have such a plan running, then you can look at the areas that have given you good and bad results and plan accordingly. Remember, high quality content is king, provided it is marketed well.

Tenovia’s Top 4 Guidelines for Writing SEO Content

There’s content and then there’s SEO content, and on the internet at least, SEO content is king because it has keywords that correspond to the search terms used in Google search.

Here are our top tips on how you can improve your page rankings with SEO writing:

  1. Always follow SEO rules

The Google spider visits your page to see if you have used a specific keyword, and if those keywords appear in:

  • Title tag – The clickable headline of your page
  • URL – Your web address
  • Image ALT text – The alternate text that would appear if your image doesn’t load
  • Meta description tag – A brief summary of the content
  • H1 tag – Tag used to define and rank your headings
  1. Write authoritative content

Google likes SEO content. Until a few years ago, keyword stuffing was all the rage. Thankfully, Google has since revised its rules and now rewards well-written content. Therefore, write well-researched articles on your subject. Write articles that are 2000 words long and covers everything that a Google searcher would want to know about a topic.

Use subtitles and section your content for easy readability so that readers linger on the page. Add surveys, stats and embeddable images that other bloggers can share and link back to your page.

  1. Use LSI keywords

LSI (Latent Semantic Indexing) keywords are words and phrases associated with a particular topic. These words show up in context to your topic and show that you’ve done your research and covered the topic well.

To get LSI keywords, search for your keyword on Google and scroll down to the bottom of the page where they’ve listed “Searches related to…”.

  1. Learn to link right

Hyperlink your content to other articles on your site as well as relevant external articles from other authoritative sites. This is especially important while citing studies and research outcomes.

Apart from these, ensure that your site has a speedy load time so that it delivers results faster on search. It also helps if your site has a responsive design so that your content appears on mobile searches too.

Remember that SEO content pays off in the long-term. Therefore focus on quality content that brings in and engages readers and establishes your authority over time. We hope these tips help you set up your page and get more traffic on your website.

 

SEO Trends to Expect in 2018

 

What is SEO?

Known as Search Engine Optimization, what it does for your website/blog is it optimizes it and improves your search engine ranking. It also improves the quality of your website/blog by making it easier to navigate and more user-friendly.

How does it work?

Any search engine (like Google) has a crawler, and this goes out and searches information about all the content they can find on the internet, it then brings it back to the search engine to build an index.That index is then fed through an algorithm that tries to match all that data with your query.

Why is it important?

If you don’t optimize your website for search engines, you risk losing potential customers to your competitors because their websites/blogs appear higher in search engine results than yours!

What are the SEO trends one can expect this year?

It is believed that SEO’s role today is more than just keywords backlinks and metadata optimization. It’s more than just content. It’s the assurance of frictionless user experience while delivering the right information at the right time—and promptly.

Some trends to look out for this year are:

Increased SERP (Search engine research page) features

The priority of any SEO Specialist is to maintain a high volume of traffic, and ideally, this would be the result of reaching the top spot on a search engine results page.However, today, achieving this #1 ranking may no longer be enough to get the desired traffic.

While keyword and keyphrase optimization are still important, there are other offsite elements to consider, like AdWords, news block, featured snippets, local packs, reviews, tweets, video, image pack, shopping results and site links just to name a few. There are also tools like Rank tracker, that can help you keep track of your ranking and also show you possible keywords that are holding back potential traffic.

Expanding the Knowledge Panel

Google has announced three new search updates around featured snippets, knowledge panel information and suggestions for related topics. According to a post on Google’s The Keyword blog, a selection of featured snippets will now include more images and related search suggestions within the box displaying the featured snippet content. It is also expanding the information displayed in the Knowledge Panel to include related content.

Increased use of voice search and featured snippets.

Did you know one in five mobile search queries currently comes from voice search? As voice search grows, we can expect to see an increase in featured snippets too. In fact, a recent study shows that featured snippets are on the rise, appearing for roughly 30 percent of the 1.4 million queries. If this trend continues, featured snippets may even begin to rival the top organic listing as the place to be if you want to get noticed.

Mobile first index

With the rise of voice search, over half of Google searches coming from mobile devices, the impending mobile-first index, and mobile-friendliness being a ranking factor, you just can’t afford to ignore mobile SEO anymore.

Machine learning and AI

It’s now been over two years since we were first introduced to RankBrain, Google’s machine-learning AI system which helps to process its search results. Since its introduction, it’s gone from handling 15 percent of search queries to all of them.As Google continues to embrace AI and incorporate more of it into their search algorithms, we can expect search results to start behaving in less predictable ways.

These are the top SEO trends to look out for in 2018 – keep them in mind if you want to get the most out of your online business. Check out more informative posts on the Tenovia blog!

 

 

 

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