SEO Blog

1. Gain Trust

One of the best ways to gain trust is to encourage customers to write reviews and ratings of your products or services. We call this UCG - "User Generated Content". Use Comment, Company Reviews and Product Reviews to show customers they have a vote. All of these functions are built into Lumino's content management system. For each article or store product there is a setting that allows you to turn on or off customer reviews. When a customer writes a review a copy is sent automatically to your e-mail. You can always delete the comment if it contains innappropriate content. If it's a bad review, the best way to handle it is to respond immediately with empathy and a solution.

Internet shoppers are primarily Gen-Y (born between 1977-1994). They often make decisions based on recommendations. 

Two Way Radio Gear, a Lumino E-Commerce website, uses product reviews.

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Customer Review

Many GEN-Y consumers (born between 1977-1994) rely on customer comments before making a purchase.

2. Match Intention - Be Useful

The point of a search engine is to answer the user's question. There are 3 different types of search.

1. Navigation - the user is looking for a particular website. For example - "Cadillac Movie Theater".
2. Information - the user has a question. For example - "Who starred in Bridge over the River Kwai?"
3. Purchase - the user is trying to find a place that delivers a product they are interested in buying. For example - "Sushi take-out, Vero Beach."

Depending on what you offer, your content should match one of these three types of queries.

3. Quality Content

You are probably tired of hearing it, but it is extremely important to write well when you are publishing on the Internet.

Here are 7 Important Factors to remember when you're writing a post:

1. User correct grammar.
2. Check spelling.
3. Use a pleasing format. Divide up large chunks of information into smaller parts. Use "bullet-lists" when appropriate.
4. Limit content length. Articles don't need to be long. The goal is "Cut to the chase."
5. Keep to the topic.
6. Make your content easy to read. Try to write like you would naturally speak.
7. Be clear. Don't make readers guess what you're trying to say.

Quality content is VERY important. If you don't follow this advice, you risk losing the trust of your visitors.

4. Expertise

If you want people to read your articles you better know what you're talking about. According to Malcom Gladwell it takes 10,000 hours of focused practice to become an expert. Of course this number will vary depending on your topic, but you get the idea - becoming an authority takes time.

Your writing will be better and your customers will believe in you, if you invest the time it takes to really understand what you are writing about.

5. CTA - Call-to-Action

You know how in the grocery store the candy is placed strategically at checkout? Well, that candy is like your Call-to-Action. The candy bar is screaming, "Come on! Add me to your cart. I know you're hungry". Similarly, a call-to-action will move the visitor toward clicking on a button or adding an item to their cart.

Call-to-action tips:

• Calls-to-action (CTAs) can be built right into a paragraph.
• Calls-to-action can appear in a timed pop-up so they grab the visitor's attention.
• Put your call-to-action in a sticky footer or label so it doesn't disappear on scroll.

6. Images and Video

There's a reason why social media sites like Facebook are adding new features around images and video:

Did you know:

• Posts with photos get 94% more total views.
• Press releases with an image/video have 45% more views.
• 67% of consumers say the quality of a product image is “very important” to the decision to buy a product online.

Corinne Vold