Web Pierat and First Mate at Lake Superior

On our vacation this week to the hinterlands of northern Wisconsin and Michigan’s upper peninsula, First Mate Brian and I stopped by Lake Superior to take in the sunset. As I hunted the shoreline for treasure and arty photo opportunities, Brian drew me a lovely effigy. I knew he was up to something because I paused now and then to capture the sunset’s progress and his silhouette. I’m a lucky girl.


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Originally posted on Web PieRat.

5 SEO Conversion Tools

My latest article at Practical Ecommerce, read it in full here.

The quickest path to earning more from an ecommerce site’s organic search traffic is to convert more consumers who already go there. So many SEO strategies focus on driving more visitors, but what use is driving more searchers to a site that can’t convert them? ZenithOptimedia, a large advertising and marketing firm, predicted in 2010 that “$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert.” Given, that’s across all marketing channels, but the typical ecommerce site’s organic search conversion rates tend to hover around that same 2 percent to 3 percent.

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Originally posted on Web PieRat.

Using UGC to Outsource Long Tail SEO to Customers

My latest article at Practical Ecommerce, read it in full here.

Search engine optimization typically focuses on the trophy terms, the high-volume keyword phrases, because marketers need to drive the highest value with the lowest effort. Unfortunately, those juicy trophy terms are great for brand recognition and customers’ initial awareness, but they typically don’t convert as well as the less commonly searched long tail phrases. But optimizing a site manually for the millions of phrases that could drive converting customers to a site just isn’t scalable or possible with limited resources. User generated content such as reviews and question-and-answer sections can solve the problem by outsourcing long tail optimization to your own customers.

User generated content — UGC — is great for SEO for a couple of reasons. First, when customers write reviews or ask and answer questions about a site’s products, they use different words than marketers use. Customers tend to use the same words that other customers and searchers use. Enabling UGC on a site, therefore, ensures the best of both worlds: The product descriptions and category level content will be written by marketers using the brand voice, and the UGC will be written by customers using the voice of the customer.

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Originally posted on Web PieRat.

Aarrgghh, Me Google Doodle Is a Pirate Turkey!

I was underwhelmed by Google’s Thanksgiving doodle … UNTIL I played with the personalization animations. Very cool, Google! Did you know that if you click the wing you get a slot-machine-esque changing of features that settles into a random configuration. And for the first time there’s a link to share your doodle to G+ (nice move, makes perfect sense) as well as a button to get the link to share to your other favorite social network or email around or scribble it on a slip of paper and stash it in the hidden drawer where you keep your toenail clippings. Hey, I’m not judging, everyone has their thing. I love the push pins in the corner of the doodle, too, because who among us doesn’t remember making a turkey from the tracing of your hand and decorating it? Of course, my favorite turkey doodle is a pirate! Check out my Pierat pirate turkey, make your own favorite version, and have a fabulous Thanksgiving!

UPDATE: Ohmigod I’m so excited! An anonymous commenter tipped me off to the all-black-feathers trick! Make all the feathers black and you get a KABOOM full-blown pirate with five extra accessories and a flapping beak: a parrot, captain’s hat, hook, treasure chest and giant black beard! SO Happy! Thanks for commenting, “Me!”


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Originally posted on Web PieRat.

Syndicating Content for SEO Benefit

My latest article at Practical Ecommerce, read it in full here.

When ecommerce companies think about content syndication, they typically consider acquiring content that others have written to beef up their own sites. Depending on the goal, placing content from other sites onto your own can be beneficial from a branding, partnership, or reference point of view, but rarely for search engine optimization.

By its nature, content syndication tends to create duplicate content — I addressed that topic here previously, at “SEO: There Is No Duplicate Content Penalty” — because one site creates content and one or more sites post that content to their own sites. But it doesn’t have to be duplicate content.

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Originally posted on Web PieRat.