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Zappos’ On-Page Optimization

Introduction We’re all familiar with the online shoe and clothing (but predominately shoe) store, Zappos.com. It’s probably safe to say that Zappos.com has done (and is doing) at least something right (and this is probably an understatement) in terms of its on-page optimization.   This post will look at how Zappos.com uses the three of the six on-page optimization factors outlined by Fleishner (2016): Keyword Development, Metatags, and Website URLs. 1.     Keyword Development Fleishner (2016) encourages companies to simplify their keywords and phrases, which one might assume to be a difficult task for a company like Zappos that includes thousands of clothing and/or shoe brands. It is likely safe to say that these brands and the products Zappos sells are included in the list of keywords. But how could a company with as any brands/products as Zappos possibly simplify their keyword list? Rather, it seems the number of keywords could be near-infinite. Prom...
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From Numbers to Narratives

While exploring the Google Analytics Technology Partners Gallery, two services caught my eye: Wordsmith for Marketing and Quill Engage . Both of these services fall into the Solution category of Reporting Tools (with Wordsmith for Marketing also in the Data/Visualization Category and Quill Engage in the Business Intelligence one).   The reason both Wordsmith for Marketing and Quill Engage stood out to me is, as I’ve alluded to before, I’m more of a word person than a number person. Consequently, nothing says “solution” to me (particularly in that analytics realm) like the ability to convert numbers to narratives. Both Wordsmith for Marketing and Quill Engage claim to do just that! For this post, I will focus on Quill Engage for two reasons:  1.      “ While both Wordsmith for Marketing and Quill Engage translate data into “plain English,” functional narratives, Wordsmith for Marketing seems geared more toward agencies (i.e. generating “white-l...
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