Monthly Archives: June 2024

Surprise Google algorithm leak shows why engagement is vital

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We got a peek behind the Google curtain!

Way back in May, lightyears ago in cyber time, there was an accidental Google leak discovered by Erfan Amizi. Erfan turned it over to Rand Fishkin, one of the MOZ founders, and Search Marketer of the Year, Michael King. They decoded it and learned several important things. (I learned that the leaked document was total gibberish to me.) 

While the learnings from the leaked document were not earth-shattering, they are illuminating, so here goes.

Google’s best practices are still valid, at least for now. AI may change everything, but more on that later.

Google is not going to make it easier for anyone but Google. We all knew that but, on some level, I think we are all hoping for some benevolence. (Dance you clueless marketer—Bang, Bang—Dance!) 

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Does Your Site Do This?

It can with Stylaquin! Stylaquin is the easy to add Shopify app that transforms your website. Stylaquin makes shopping faster, more engaging, and more fun. Stylaquin shoppers stay longer, view over 85% more products, come back more often, and buy more when they do. Find us in the Shopify App Store.

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Apparently “Site authority” is a big thing. Again, we have known about it for years, but it’s more important, and yet somehow just as ephemeral as ever. The big takeaway is that backlinks are something to focus on. Backlinks are the basis of most site authority, so more, high-quality links are better. There are toxic backlinks, though, like every scary story out there, we don’t know who they are. Yes, that’s mighty vague, but it’s all we’ve got.

Clicks matter, a lot. This is where engagement comes back into the conversation. Engagement is one of the hardest things to fake. Google tracks clicks, drags, and a range of what are called events. The more events your site has, the higher your engagement score. If you’re on Shopify and want a quick and easy way to supercharge your customer engagement, check out Stylaquin. Stylaquin increases dwell time, increases events, and increases repeat visits. 

Links still matter, but only inbound. Don’t spend time on extra internal links. Google is only looking at (or at least the link only shows it looking at) external links to your site. 

Add a Styling Board and a Wishlist!

The Stylaquin Idea Board keeps customers engaged in two ways: it’s an interactive styling board where shoppers can collect and curate all the things that interest them; and it also acts as a wishlist that shoppers can return to. Find us in the Shopify App Store.

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High-quality content is still key. For the moment at least content is still king. Once AI gets going, I predict that it will do to content what bad marketers did to email. Think about it, once the bots start really duking it out, it’s going to be a war that no one wins. Here’s a post on why AI is going to destroy keyword search.

Freshness is still important, and also something that AI is going to poop all over. A bot can post every five minutes and there are marketers out there who will do that (of course) until Google finds a way to identify the bots, at which point the bots will shift to avoid Google and so on, and so on. Spy vs Spy, whack-a-mole, take your pick.

Bonus: Google has actual humans who review content and they rate the best as “Golden Documents”. It’s nice to know it isn’t all just bots reading our posts. 

What Is Your Website’s Personality? Snooze Or Sensational?

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How do you get your website's personality to shine?

Have you ever been to a website and thought, “Oh this is so me!”? That is the moment when you had the internet equivalent of a cute meet with a site that shared your personality.

You won’t love everyone and no site will be loved by everyone. Think of the Spice Girls, Posh Spice, Sporty Spice, Scary Spice, and Baby Spice. There was a Ginger Spice in there somewhere… Each had their own personality and everyone had their favorite Spice Girl. You can’t win a loyal following if you don’t stand for anything. Bland is not a viable marketing strategy if you want to stand out in the insanely crowded online space. So tell them what you want, what you really, really want!

In case you are too young to remember the Spice Girls and you have spent virtually no time in supermarkets, or elevators recently, here’s a link to fill you in on their glorious time in the spotlight.

In this post, we will take a look at why developing a website personality is so important and give you tips to get you started on uncovering yours.

What is Website Personality?

A website personality is the same as any personality. According to the American Psychological Association, personality is defined as “Personality refers to the enduring characteristics and behavior that comprise a person’s unique adjustment to life, including major traits, interests, drives, values, self-concept, abilities, and emotional patterns.” Okay, that’s more than most websites can take on, so let’s knock that down to the basics.

Elements of Website Personality:

Visual elements
Visual elements like images and videos are the main characteristics of a website’s personality. What do they say about your site?

Design aesthetics
Is your site chic, cheap, funky, fun, country, cool, chill or a jumble?

Tone of content
Do the words on your site read like a particular person? One of the best examples of copy with personality is Duluth Traders. From product names to DIY info their copy is funny, snappy, and unmistakably them.

User experience (UX)
Is the experience one that goes with the personality of the site? This one is harder because other than sites with Stylaquin, the user experience is pretty much the same on all sites. There are some variations, like adding filters or how the menus are set up, but in general, all sites work the same.

Animated gif showing a laptop that displays Stylaquin's Look Book Feature

Does Your Site Do This?

It can with Stylaquin! Stylaquin is the easy to add Shopify app that transforms your website. Stylaquin makes shopping faster, more engaging, and more fun. Stylaquin shoppers stay longer, view over 85% more products, come back more often, and buy more when they do. Find us in the Shopify App Store.

Learn More

Why Personality is Key to Customer Engagement

First Impressions Matter: Most Shopify websites have a 25-45% bounce rate. They came, they saw, they bounced. Sigh. Getting the first page right is a big driver for success. Making sure that visitors who come in through search end up on a page that answers their questions is vital. Making sure the home page shows who you are and who you serve is equally important.

Emotional Connection: We all love who we love. If you love Harleys, have full-sleeve art, and a big beard. I can try to sell you emo chic suits all day and you’ll just laugh at me. People are who they are—embrace that and be who you are. Some folks will walk away, but the ones who get you will be more loyal because you get them too. That emotional connection is the basis of all successful brands.

Brand Differentiation: You can ride along on another brand’s coattails. Safe, Sound, Sure, and Second is a time-honored strategy and many brands have used it to get part way up the mountain. Developing your own niche is easier for small brands and it has the fastest growth trajectory because it differentiates you from your competition right from the start. 

Trust and Credibility: Being yourself also creates trust. If you care about your customers, it shows. If you understand who you are selling to and what you are selling in a way that creates that connection, you also build credibility. We all have choices in everything we buy. We are all more likely to buy from someone we trust and believe understands what we need.

The Role of Personality in Shopify Websites

Customization and Flexibility: Shopify gives websites lots of ways to customize websites for very little money. When you are deciding which apps to add, put yourself in your customer’s place. What will make their experience on your site better? Women shop differently than men. Men are more likely to be item shoppers who know what they want and just need to find it. So if your site sells to men you need to make sure that it is easy to find things quickly. Women shop differently, they are more likely to be browsers who want to see all the options and compare them before making a purchase decision. If your customers are women give Stylaquin a look. Stylaquin transforms the shopping experience so that browsers can shop faster and gives them an Idea Board where they can collect all the options they are considering before making a purchase. 

Shopify Themes: Themes are a quick way to get the look you want without having to do any coding. Shopify has several free themes and an abundance of options if you want to get fancy. Be sure to choose a theme that is up-to-date and from a reputable developer. All Shopify themes should be based on the free Dawn theme according to Shopify developer guidelines. 

Add a Styling Board and a Wishlist!

The Stylaquin Idea Board keeps customers engaged in two ways: it’s an interactive styling board where shoppers can collect and curate all the things that interest them; and it also acts as a wishlist that shoppers can return to. Find us in the Shopify App Store.

Learn More
Animated gif showing a laptop displaying Stylaquin's Idea Board

How to Assess Your Website’s Personality

The first step to assessing your website’s personality is to determine who you want it to be. Here are some questions to get you started. 

  • If your site was a singer, who would it be?
  • If your site was a dog, what breed would it be?
  • If your site were a place, where would it be?
  • If your site were a food, what would it taste like?

Another fun exercise is to take one of the online personality tests and answer as your website. Be honest, have fun, and remember that no one changes overnight. 

Ask your customers for feedback. I guarantee that you will be surprised by the info you get back. We always are. 😉

If you are thinking, “But I don’t care who I am, I just want my customers to be happy and buy more”, you are not targeting a specific customer. No one wants to spend time with a bland kiss-ass, you’re better than that.

Tips to Transform Your Website from Snooze to Sensational

  1. Know Your Audience: Your target audience is the key to developing a winning personality.
  2. Consistent Branding: It isn’t something that happens overnight, but keeping a consistent look and voice will allow your audience to get to know you, and more importantly, trust you.
  3. Engaging Content: Be the friend they love to spend time with. Think of it like dating, what would be a great date?
  4. Interactive Elements: Google and the internet gods love interactive elements like quizzes, polls, and live chat to enhance engagement. Stylaquin shoppers stay longer, view more items, come back more often, and buy more when they do. Stylaquin is the easiest way to create engagement there is. Check it out.

Conclusion

Whether you are a big site that has lost its mojo, or a small site just finding yourself, taking the time to dial in your personality, and yes, this is also called brand, is well worth the time. When you know who you are, and your customers get you, it’s all marketing gravy.

Product copy is your secret weapon—here’s how to slay!

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Nobody reads copy. (Psssst: Except when they buy.)

We are a society of scanners and clickers. We spend as little time as possible to get through as much as possible. The truth is that shoppers are busy people. Many mobile shoppers are killing time while commuting, or in a waiting room, or picking up kids or, or, or. You have just a few precious seconds to get their attention. 

So how much copy is ideal?

If your store is on a platform like Shopify, you have to think of  how much copy you need to effectively sell, and where that copy goes. You have two places to add copy, the product name and the product copy block. The product name is where you need the quick read most. “Women’s wide leg denim stretch crossover pant with hidden size zipper” is not going to get anyone’s attention fast. “Mardi Gras Pant” isn’t going to help with SEO. So you have to find a balance. 

Animated gif showing a laptop that displays Stylaquin's Look Book Feature

Does Your Site Do This?

It can with Stylaquin! Stylaquin is the easy to add Shopify app that transforms your website. Stylaquin makes shopping faster, more engaging, and more fun. Stylaquin shoppers stay longer, view over 85% more products, come back more often, and buy more when they do. Find us in the Shopify App Store.

Learn More

Start with the customer’s journey

What are your customers looking for? If they are looking for a staple they always buy, like me buying Allegro Italian Roast Whole Bean Coffee, they aren’t shopping, they’re buying. They just need to find the item and check out fast. If they aren’t sure what they want, then they need to be able to compare. If the item has a design component, the first sort is going to be visual. Most products have at least some design component. Can you answer any of your customers’ questions with pictures? Can you add callouts to make the pictures more of a quick read? 

If they still have interest, they read the copy

Take a moment to think about the last time you bought something without reading the copy. Didn’t happen right? We all read the copy before we buy and customers can be lost if they have concerns or questions that the copy doesn’t answer. How crazy is it to cut out product copy that will be read when the customer is weighing whether to buy or not? It’s pretty darn crazy my friends. Pretty darn crazy.

Add a Styling Board and a Wishlist!

The Stylaquin Idea Board keeps customers engaged in two ways: it’s an interactive styling board where shoppers can collect and curate all the things that interest them; and it also acts as a wishlist that shoppers can return to. Find us in the Shopify App Store.

Learn More
Animated gif showing a laptop displaying Stylaquin's Idea Board

What purpose does copy serve?

Product copy serves three masters. The internet gods, the customer, and the FTC. The internet gods require that product copy contains keywords, lots and lots of keywords. The consumer requires that product copy contains the dream of ownership, the benefits of ownership, the features of the product, and the price. The final master is the Federal Trade Commission or whatever that body is called in whatever country your store lives in. The FTC requires the specifics, which are different for different types of products but typically include the content and country of origin for the product. 

The internet gods must be appeased

Think about what someone would type into Google if they were searching for your product online. Use those words in the product copy. AI is actually helpful for this and worth the chatGMP subscription. 

How to write good product copy with AI

in order to get good product copy you’ll need to tell the AI who your target customer is. Age, sex, education level, hobbies, and anything else you know about them. If you don’t know, give it your best guess. Then tell the AI that you would like it to act as the head of marketing for a company that sells what you sell. Feed it your customer information, and then ask it to write copy for the product that has at least 5 keywords. You can also have the AI make a list of keywords first and then have it write the copy using the ones you like the best. The more information you can give the AI about the product the better the result. 

Is AI copy as good as professionally crafted copy?

No. A professional copywriter will think about the hierarchy of information, the aspirational opportunities, the cultural tie-ins, and more. AI is a great starting point and most professional copywriters are using it to do some of the heavy lifting. AI is a time saver, but there’s an art and craft to copy that AI may never master.