Znode Knowledge base in action
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Znode Knowledge Base is Live

Committed to raising the bar on customer experience, Znode has officially launched a new Knowledge Base. The database allows users to search any topic about the software and its capabilities, and receive answers instantaneously.

Znode 9.0.4 Release Searchendising

Znode Releases Best-in-Class Search Functionality

Over 90% of online buyers are more likely to use site search versus browsing and on-site navigation.

Although a few factors could contribute to this stat – including customers in the late stages of the buying process performing the site-searches leading to purchases – advanced search functionality is the key to improving customer experience, and increasing conversions and revenue.

Here enters Znode’s newest upgrade: searchandising. This advanced search feature allows the user to optimize the customer experience by creating search rules for customer personas, products, and keywords. Breaking it down further, with the new upgrade users now can:

  • Create search algorithms to personalize site-search
  • Curate search results based on keywords and customer profiles
  • Override the general search and create an optimal site search experience
  • Adjust facets based on each product
  • Create and automate dynamic landing pages based upon search
  • Localize searches with both B2B and B2C users
  • Integrate customer attributes into CMS and CRM
  • Add unlimited attributes 
  • Automatically index results on a continuous-basis
Ecommerce personalization just got a lot more personal. Use searchandising to optimize the customer experience. Click To Tweet

What does this mean? By using advanced site-search functionality, users can essentially customize the results customers see after performing a site-search. This leads customers to the right product faster, creating a better customer experience. It also happens to generate an increase in shopping cart items, conversions, and revenue.

Interested in learning more? Schedule a meeting to talk about Znode’s latest features.


SEO Series: Links

You’ve made it this far in our SEO blog series!  We admit that SEO is not the most glamorous topic to discuss, but it’s crucial for your eCommerce website.  Now, we’re diving into the importance of links in SEO.  Catch up on our last posts on keywords and content if you need a refresher; they’re vital in the discussion of links.  We’re piggybacking here!

We started with the keyword discussion because it’s important to establish what your customers are searching for.  This then makes is easier for them to find you based on your content.  The next step is getting other sites to link to you thus signaling to Google that YOU are important.  People link back to your site thus creating link juice.  Example: you sell apparel on your eCommerce store.  You’ve written some blog posts about upcoming spring fashion and styling.  People interested in these topics then start to share your content with friends or other people online.  What you’re doing is adding more links to the web and making your content shareable.

Now let’s pose this question: what’s better — The New York Times linking to you once or 10 sites with very domain authority each linking to you?  Most likely it’s the former.  This is because The New York Times has incredibly high domain authority.  Multitudes of websites link to it in contrast to the other sites with low domain authority.  Moz describes this as a site’s trustworthiness.

We’re not stopping with external links.  Internal linking is the icing on the cake.  It’s important to link to other pages on your website because it forces users to stick around and it helps them navigate to other relevant pages.  It’s a value added benefit for the reader.  Remember how we said you should write and generate content for people?  Note that you can find the previous two posts in our SEO series above.  Voila, internal linking!

Stay tuned for one last post in our SEO series.  In our last one, we’ll be discussing long term SEO and how to continuously improve your ranking.

Photo by http://tvorbaweb-stranok.sk

SEO Series: Content

Our first post in our SEO series focused on keywords, the driving force.  You’ve done your keyword research and know what to do.  But now what?  It’s time to incorporate those keywords into your website content.

Content marketing has two aspects: quantity and quality.  A rookie mistake is writing subpar blog posts with your keywords interspersed.  Of course you want search engines to rank your pages, but you also want the right people to find and link to your pages.  Focus on writing concise, relevant content.  In your blog posts you should thoughtfully incorporate your keywords.  But don’t take this as keywords density (how many times a keyword appears).  Quality content is king.  It will be a process to achieve the quantity, but you’ll improve your SEO as more people link to and search for your content.

You can take your content a step further and optimize it for search engines.  Your pages titles, alt text, and meta descriptions are all important for content optimization.  You can use your keywords in these areas when you’re posting and sharing content.  Practical Ecommerce suggests starting with your title tag because it is the most important.  Why?  Because the title tag is what a user sees in search results.  Make a good first impression!

Just remember the most basic part of this discussion: SEO drives your keywords and keywords drive your SEO.  They go hand in hand.  Use those keywords in your content marketing efforts, which are ongoing.

Think we were done there?  Of course not!  In our next post we’ll discuss the importance of links in SEO.  Missed our first post in the series?  Read it here.

SEO Series: Keywords

SEO is relevant — it’s the game marketers must play.  There are numerous pieces to this game, so we’ll break it out in a series of posts.  Up first: keywords.

Before you can tackle your SEO, you need to define your keywords — the connection between you and the customer.  What is your eCommerce store all about?  What are you selling?  What are your customers putting in the search box?  Put yourself in their shoes.  You might know your business and product in and out but your customers might not be thinking the same thing.  Practical Ecommerce suggests keyword research to fully understand what the customer is searching for.  This can be as simple as typing a few words into Google (what we mean when we say SEO, since Google dominates the search engine market).  Also, think outside the box.  Basic adjectives like ‘good’ and ‘cheap’ can carry weight in search results.

Another great way to compile your keywords is going straight to the source — Google’s Keyword Planner.  Here, you can search for potential keywords.  The planner will give you keywords and related keywords but it will give you a lot of data, so tread carefully.  The Keyword Planner is, however, a helpful tool for idea generation.

So you have your keywords.  Now it’s time to start utilizing them in your content.  More pages with more keywords = good!  Your blog posts, case studies, product sheets, infographics, and any other forms of content you utilize should contain your keywords.  However, be wise.  Don’t write or generate mumbo jumbo and simply throw in your keywords.  Develop useful, relevant content.  A rookie mistake is writing for Google and not writing for people.

One final thing to remember is that keyword research, planning, and execution is a process.  SEO is an ongoing game.  Stay tuned for upcoming posts about content, links, and more for your eCommerce site.