People Ask Their Most Pressing SEO Questions — Our Experts Answer

Posted by TheMozTeam

We teamed up with our friends at Duda, a website design scaling platform service, who asked their agency customers to divulge their most pressing SEO questions, quandaries, and concerns. Our in-house SEO experts, always down for a challenge, hunkered down to collaborate on providing them with answers. From Schema.org to voice search to local targeting, we’re tackling real-world questions about organic search. Read on for digestible insights and further resources!


How do you optimize for international markets?

International sites can be multi-regional, multilingual, or both. The website setup will differ depending on that classification.

  • Multi-regional sites are those that target audiences from multiple countries. For example: a site that targets users in the U.S. and the U.K.
  • Multilingual sites are those that target speakers of multiple languages. For example, a site that targets both English and Spanish-speakers.

To geo-target sections of your site to different countries, you can use a country-specific domain (ccTLD) such as “.de” for Germany or subdomains/subdirectories on generic TLDs such as “example.com/de.”

For different language versions of your content, Google recommends using different URLs rather than using cookies to change the language of the content on the page. If you do this, make use of the hreflang tag to tell Google about alternate language versions of the page.

For more information on internationalization, visit Google’s “Managing multi-regional and multilingual sites” or Moz’s guide to international SEO.


How do we communicate to clients that SEO projects need ongoing maintenance work?

If your client is having difficulty understanding SEO as a continuous effort, rather than a one-and-done task, it can be helpful to highlight the changing nature of the web.

Say you created enough quality content and earned enough links to that content to earn yourself a spot at the top of page one. Because organic placement is earned and not paid for, you don’t have to keep paying to maintain that placement on page one. However, what happens when a competitor comes along with better content that has more links than your content? Because Google wants to surface the highest quality content, your page’s rankings will likely suffer in favor of this better page.

Maybe it’s not a competitor that depreciates your site’s rankings. Maybe new technology comes along and now your page is outdated or even broken in some areas.

Or how about pages that are ranking highly in search results, only to get crowded out by a featured snippet, a Knowledge Panel, Google Ads, or whatever the latest SERP feature is?

Set-it-and-forget-it is not an option. Your competitors are always on your heels, technology is always changing, and Google is constantly changing the search experience.

SEO specialists are here to ensure you stay at the forefront of all these changes because the cost of inaction is often the loss of previously earned organic visibility.


How do I see what subpages Google delivers on a search? (Such as when the main page shows an assortment of subpages below the result, via an indent.)

Sometimes, as part of a URL’s result snippet, Google will list additional subpages from that domain beneath the main title-url-description. These are called organic sitelinks. Site owners have no control over when and which URLs Google chooses to show here aside from deleting or NoIndexing the page from the site.

If you’re tracking keywords in a Moz Pro Campaign, you have the ability to see which SERP features (including sitelinks) your pages appear in.

The Moz Keyword Explorer research tool also allows you to view SERP features by keyword:


What are the best techniques for analyzing competitors?

One of the best ways to begin a competitor analysis is by identifying the URLs on your competitor’s site that you’re directly competing with. The idea of analyzing an entire website against your own can be overwhelming, so start with the areas of direct competition.

For example, if you’re targeting the keyword “best apple pie recipes,” identify the top ranking URL(s) for that particular query and evaluate them against your apple pie recipe page.

You should consider comparing qualities such as:

Moz also created the metrics Domain Authority (DA) and Page Authority (PA) to help website owners better understand their ranking ability compared to their competitors. For example, if your URL has a PA of 35 and your competitor’s URL has a PA of 40, it’s likely that their URL will rank more favorably in search results.

Competitor analysis is a great benchmarking tool and can give you great ideas for your own strategies, but remember, if your only strategy is emulation, the best you’ll ever be is the second-best version of your competitors!


As an SEO agency, can you put a backlink to your website on clients’ pages without getting a Google penalty? (Think the Google Penguin update.)

Many website design and digital marketing agencies add a link to their website in the footer of all their clients’ websites (usually via their logo or brand name). Google says in their quality guidelines that “creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines” and they use the example of “widely distributed links in the footers or templates of various sites.” This does not mean that all such footer links are a violation of Google’s guidelines. What it does mean is that these links have to be vouched for by the site’s owner. For example, an agency cannot require this type of link on their clients’ websites as part of their terms of service or contract. You must allow your client the choice of using nofollow or removing the link.

The fourth update of the Google Penguin algorithm was rolled into Google’s core algorithm in September of 2016. This new “gentler” algorithm, described in the Google Algorithm Change History, devalues unnatural links, rather than penalizing sites, but link schemes that violate Google’s quality guidelines should still be avoided.


We’re working on a new website. How do we communicate the value of SEO to our customers?

When someone searches a word or phrase related to a business, good SEO ensures that the business’s website shows up prominently in the organic (non-ad) search results, that their result is informative and enticing enough to prompt searchers to click, and that the visitor has a positive experience with the website. In other words, good SEO helps a website get found, get chosen, and convert new business.

That’s done through activities that fall into three main categories:

  • Content: Website content should be written to address your audience’s needs at all stages of their purchase journey: from top-of-funnel, informational content to bottom-of-funnel, I-want-to-buy content. Search engine optimized content is really just content that is written around the topics your audience wants and in the formats they want it, with the purpose of converting or assisting conversions.
  • Links: Earning links to your web content from high-quality, relevant websites not only helps Google find your content, it signals that your site is trustworthy.
  • Accessibility: Ensuring that your website and its content can be found and understood by both search engines and people. A strong technical foundation also increases the likelihood that visitors to the website have a positive experience on any device.

Why is SEO valuable? Simply put, it’s one more place to get in front of people who need the products or services you offer. With 40–60 billion Google searches in the US every month, and more than 41% / 62% (mobile / desktop) of clicks going to organic, it’s an investment you can’t afford to ignore.


How do you optimize for voice search? Where do you find phrases used via tools like Google Analytics?

Google doesn’t yet separate out voice query data from text query data, but many queries don’t change drastically with the medium (speaking vs. typing the question), so the current keyword data we have can still be a valuable way to target voice searchers. It’s important here to draw the distinction between voice search (“Hey Google, where is the Space Needle?”) and voice commands (ex: “Hey Google, tell me about my day”) — the latter are not queries, but rather spoken tasks that certain voice assistant devices will respond to. These voice commands differ from what we’d type, but they are not the same as a search query.

Voice assistant devices typically pull their answers to informational queries from their Knowledge Graph or from the top of organic search results, which is often a featured snippet. That’s why one of the best ways to go after voice queries is to capture featured snippets.

If you’re a local business, it’s also important to have your GMB data completely and accurately filled out, as this can influence the results Google surfaces for voice assistance like, “Hey Google, find me a pizza place near me that’s open now.”


Should my clients use a service such as Yext? Do they work? Is it worth it?

Automated listings management can be hugely helpful, but there are some genuine pain points with Yext, in particular. These include pricing (very expensive) and the fact that Yext charges customers to push their data to many directories that see little, if any, human use. Most importantly, local business owners need to understand that Yext is basically putting a paid layer of good data over the top of bad data — sweeping dirt under the carpet, you might say. Once you stop paying Yext, they pull up the carpet and there’s all your dirt again. By contrast, services like Moz Local (automated citation management) and Whitespark (manual citation management) correct your bad data at the source, rather than just putting a temporary paid Band-Aid over it. So, investigate all options and choose wisely.


How do I best target specific towns and cities my clients want to be found in outside of their physical location?

If you market a service area business (like a plumber), create a great website landing page with consumer-centric, helpful, unique content for each of your major service cities. Also very interesting for service area businesses is the fact that Google just changed its handling of setting the service radius in your Google My Business dashboard so that it reflects your true service area instead of your physical address. If you market a brick-and-mortar business that customers come to from other areas, it’s typically not useful to create content saying, “People drive to us from X!” Rather, build relationships with neighboring communities in the real world, reflect them on your social outreach, and, if they’re really of interest, reflect them on your website. Both service area businesses and bricks-and-mortar models may need to invest in PPC to increase visibility in all desired locations.


How often should I change page titles and meta descriptions to help local SEO?

While it’s good to experiment, don’t change your major tags just for the sake of busy work. Rather, if some societal trend changes the way people talk about something you offer, consider editing your titles and descriptions. For example, an auto dealership could realize that its consumers have started searching for “EVs” more than electric vehicles because society has become comfortable enough with these products to refer to them in shorthand. If keyword research and trend analysis indicate a shift like this, then it may be time to re-optimize elements of your website. Changing any part of your optimization is only going to help you rank better if it reflects how customers are searching.

Read more about title tags and metas:


Should you service clients within the same niche, since there can only be one #1?

If your keywords have no local intent, then taking on two clients competing for the same terms nationally could certainly be unethical. But this is a great question, because it presents the opportunity to absorb the fact that for any keyword for which Google perceives a local intent, there is no longer only one #1. For these search terms, both local and many organic results are personalized to the location of the searcher.

Your Mexican restaurant client in downtown isn’t really competing with your Mexican restaurant client uptown when a user searches for “best tacos.” Searchers’ results will change depending on where they are in the city when they search. So unless you’ve got two identical businesses within the same couple of blocks in a city, you can serve them both, working hard to find the USP of each client to help them shine bright in their particular setting for searchers in close proximity.


Is it better to have a one-page format or break it into 3–5 pages for a local service company that does not have lengthy content?

This question is looking for an easy way out of publishing when you’ve become a publisher. Every business with a website is a publisher, and there’s no good excuse for not having adequate content to create a landing page for each of your services, and a landing page for each of the cities you serve. I believe this question (and it’s a common one!) arises from businesses not being sure what to write about to differentiate their services in one location from their services in another. The services are the same, but what’s different is the location!

Publish text and video reviews from customers there, showcase your best projects there, offer tips specific to the geography and regulations there, interview service people, interview experts, sponsor teams and events in those service locations, etc. These things require an investment of time, but you’re in the publishing business now, so invest the time and get publishing! All a one-page website shows is a lack of commitment to customer service. For more on this, read Overcoming Your Fear of Local Landing Pages.


How much content do you need for SEO?

Intent, intent, intent! Google’s ranking signals are going to vary depending on the intent behind the query, and thank goodness for that! This is why you don’t need a 3,000-word article for your product page to rank, for example.

The answer to “how much content does my page need?” is “enough content for it to be complete and comprehensive,” which is a subjective factor that is going to differ from query to query.

Whether you write 300 words or 3,000 words isn’t the issue. It’s whether you completely and thoroughly addressed the page topic.

Check out these Whiteboard Fridays around content for SEO:

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 3 months ago from tracking.feedpress.it

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 2 years ago from blog.dotmailer.com

The Magento Xcelerate program: A positive sum game

As an open source ecommerce platform, Magento is flexible and accessible for developers to work with and as a result, an active community of developers emerged on online forums and at offline meetups all over the world. Many of these were happily plugging away independently of Magento until the split from eBay in early 2015.

Free from the reins of eBay, Magento has decisively been reaching out to, promoting and rewarding the individuals, agencies and technology providers that make up its ecosystem. Last February they announced the Magento Masters Program, empowering the top platform advocates, frequent forum contributors and the innovative solution implementers. Then at April‘s Magento Imagine conference (the largest yet) the theme emerged as ‘We are Magento”, in celebration of the community.

The new Xcelerate Technology Partner Program focuses not on individuals but on business partnerships formed with the technology companies that offer tools for Magento merchants to implement.

 Sharing ideas, opportunities and successes:

This is the Xcelerate Program tagline, which acts as a sort of mission statement to get the technology partners involved moving with regards to continuously considering Magento in their own technology roadmap and jointly communicating successes and learnings from working on implementations with merchants.

“In turn, the program offers members the tools to get moving, through events, resources and contacts. Our goal is to enable you to be an integral part of the Magento ecosystem” Jon Carmody, Head of Technology Partners

The program in practice:

The new program is accompanied by the new Marketplace from which the extensions can be purchased and downloaded. The program splits the extensions into 3 partnership levels:

Registered Partners – these are technology extensions that the new Magento Marketplace team test for code quality. Extensions must now pass this initial level to be eligible for the Marketplace. With each merchant having on average 15 extensions for their site, this is a win for merchants when it comes to extension trustworthiness.

Select Partners – extensions can enter this second tier if the technology falls into one of the strategic categories identified by Magento and if they pass an in-depth technical review. These will be marked as being ‘Select’ in the Marketplace.

Premier Partners – this level is by invitation only, chosen as providing crucial technology to Magento merchants (such as payments, marketing, tax software). The Magento team’s Extension Quality Program looks at coding structure, performance, scalability, security and compatibility but influence in the Community is also a consideration. dotmailer is proud to be the first Premier Technology Partner in the marketing space for Magento.

All in all, the latest move from Magento in illuminating its ecosystem should be positive for all; the merchants who can now choose from a vetted list of extensions and know when to expect tight integration, the technology partners building extensions now with clearer merchant needs/extension gaps in mind and guidance from Magento, and of course the solution implementers recommending the best extension for the merchant now knowing it will be maintained.

Reblogged 2 years ago from blog.dotmailer.com

Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

Reblogged 2 years ago from blog.dotmailer.com

Angie’s List is now free: What this change means for your business

Now that Angie’s List has removed their paywall, business owners may need to incorporate this site into their local SEO strategy. Columnist Brian Patterson explains why.

The post Angie’s List is now free: What this change means for your business appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 2 years ago from feeds.searchengineland.com

Google Updates The Search Quality Rating Guidelines

Google has updated their search quality raters guidelines document on March 28, 2016 reducing it from 160 to 146 pages.

The post Google Updates The Search Quality Rating Guidelines appeared first on Search Engine Land.

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Reblogged 3 years ago from feeds.searchengineland.com