Ability Commerce SmartStaff views search engine optimization (SEO) as the primary objective in web marketing. Effective SEO eliminates or greatly reduces the need for traditional (and expensive) print prospecting. We'll get customers to your web store via search engine traffic, currently the number-one most efficient and cost-effective way of generating new qualified customers.
SEO researchers report to account managers about how to implement new site features and maintain best practices within content controllable areas of the site. This includes making recommendations to content providers, web graphics staff, meta tag maintenance staff, taxonomy researchers, on site search managers, and site navigation managers.
This function is so highly specialized, yet so important, we recommend one dedicated resource within your organization to monitor the search efficacy of your site, so that this person has adequate time to stay on top of the latest search algorithms. Within the Ability Commerce SmartStaff organization, each client requires approximately one quarter-time staff resource.
Taxonomy (or keyword phrase) researchers provide continuing optimization of site keywords and make recommendations to account managers and provide general best practice and direction to many other staff members. Keyword phrase research requires constant attention to search engine traffic by season and according to changes in your product mix.
Here again, we recommend a dedicated resource within your organization to provide keyword phrase research if you choose to perform this function internally, and up to three depending upon the number of unique products you offer and the number of categories within your menu structure. This person will report recommendations to your site content management team (advising, for example, on menu name changes, building keyword density for particular phrases within your item descriptions, and so forth). They will also provide similar research findings to the meta tag maintenance staff, to all web marketing functional areas such as shopping portal feeds and Google pay-per-click bid managers, and to on site search managers. Within the Ability Commerce SmartStaff organization, each client requires between one half-time staff resource and two full-time staff resources to perform taxonomy research.
Site Content Management
Content providers and managers are responsible for gathering item content from vendors; writing optimized long and short descriptions per taxonomy recommendations; formatting images; reviewing offers and pricing information; day-to-day maintenance and adding of new items' content to sites. They also ensure cross-channel consistency by reviewing catalog mailings against web initiatives and pricing. Content staff includes copywriters, product experts, and data maintenance staff.
Each Ability Commerce SmartStaff client has between one and four full-time resources dedicated to content management. Within your own organization, you should plan for this to be at least one full-time resource if you manage your own content, up to four or more, with overflow help required if you have seasons or times of year when you are adding many new products to your site.
Meta Tag Maintenance
Since title tags, meta description tags, and meta keyword tags are so critical to your organic search engine performance, Ability SmartSite designs allow marketing teams to regularly update their content. For clients using Ability Commerce SmartStaff services to perform this function, we update home page, category page and item page tags systematically once every two weeks. This provides fresh content to the search engine crawlers and allows us to display special promotions (such as free shipping offers) directly on Goggle's organic search displays.
Copywriters work with taxonomy researchers, advertising managers and data analysts to provide recommendations for meta tag maintenance, and the meta tag maintenance function itself requires approximately four hours every two weeks. Depending on your staff expertise in other functional areas required to perform meta tag maintenance (such as copy writing), you will want to designate at least 8 hours every two weeks to maintain and optimize your meta tags if you choose to perform this function in-house.