I’ve written quite a bit recently about creating new content and designing webpages that increase the likelihood of someone visiting a website and making a purchase. However there is another piece of website design and structure that is crucial for establishing a high-traffic website. This type of post, typically referred to as evergreen content, has nothing to do with pine trees. Instead, it means developing content that is relevant to a target audience in the long term, and ensures that a website will continue to receive traffic long after the original post.
What is evergreen content?
Crafting a piece of content that is just as useful ten years from when it was first published is not easy, but it is definitely possible. In order to do stay relevant, the content needs to provide information that is not likely to change greatly as time passes. This doesn’t mean that some sections of the information do not change, (I’ll cover more about this later) but the idea is for the main topic to stay the same. A good example of evergreen content would be writing pieces that dive into the basics of SEO. The definition of SEO is not likely to change much, and the content will always be relevant to anyone running any website.
Keeping content relevant offers many advantages to bloggers and readers. First, evergreen content is much more effective than date-oriented content as it only needs to be written once. It saves a blogger from taking the time to revisit pieces as the years go by. Furthermore, providing this type of information to Internet searchers helps give your website a foundation for future posts elaborating on the main topic. Using the previous example about the basics of SEO, a post like this allows you to get the reader on your site, and keep them there by diving deeper into the ins and outs of SEO.
Might need maintenance
Even though a post is designed to stay relevant, it doesn’t mean that it won’t need to be updated in some ways as time goes by. While this may seem contradictory to the whole idea of evergreen content, it is important to revisit topics as well. As I mentioned before, sometimes content may need a small revision or update. Using our example of the basics of SEO, as more information is gained regarding how search engines rank websites, a post might need to be updated to reflect this. While most of the main points are likely still valid, it is highly probable that failing to add new information, or not removing it if it is obsolete will have a negative impact. Forgetting to make these key changes in a post can definitely hurt a page rank as people searching for these new topics will skip right over a page that doesn’t contain current information. Because of this, it is a good practice to revisit topics on occasion to ensure they’re still correct. They may not need a complete redo, but it will help keep a website near the top in the search rankings.
Don’t hide it.
Keeping content fresh also gives it the ability to be reused or reshared. Writing content is not easy, so do not let all of the hard work go to waste.
It is perfectly acceptable to call out older posts to audiences of a blog or any other medium such as social media channels. This is a great way to gain new visitors. Make sure to reference previous blogs posts in any follow-up pieces, and highlight them in appropriate areas of a website. They can even be re-run to increase the likelihood that they are seen.
Taking the time to write pieces with high value is worth it as evergreen content will go a long way toward increasing a website’s authority within search rankings. It will also ensure that the website portrays the organization as a leader in the industry, and keeps the best interests of their customers in mind.
The past week was a big one for the team at MyCommerce! As is probably pretty evident, we did a substantial update to our website. However, we also redesigned our RegNow platform into the new MyCommerce. MyCommerce Group Vice President Tom Beidle discussed with me the thoughts behind this and what enhancements were made.
First a little history… RegNow was first acquired by Digital River on July 9, 1999. Over the years the design and functionality transformed to meet the needs of our customers as the e-commerce world evolved. This leads up to the newest enhancements that came out last week.
In an effort to maintain our leading position in the ecommerce industry, we have strategically rebranded RegNow to MyCommerce. We are maintaining our drive to put world-class e-commerce tools into our clients hands. In addition to tools, we are building out an industry-leading API suite to give clients the utmost flexibility. Also, our new, touch-free onboarding experience gets new clients selling in minutes. As a result of this continuing evolution of equipping our clients for global revenue growth, it was clear to redesign RegNow as MyCommerce. It allows our clients to build their own commerce solution.
What has been upgraded?
There have been many enhancements incorporated into the MyCommerce platform that are designed to help localize your business to a global audience while also simplifying the setup of the website. I’ll focus on a few of the changes, and if you would like more information please contact us directly.
Our software team worked diligently to make the entire site more user friendly. We have added features such as more visible reporting, as well as the ability for you to add reminders on tasks you may need to do—such as launching or ending a promotion. We have also made help items more easily accessible. Throughout the setup stages you will find page-level and inline help while also updating our current help menus.
The shopping carts have become more localized for customers with the addition of 24 different languages, making it easier for your global audience to make purchases on your page.
Link Building Tool
Now it is even easier to create URLs for bundles, promotions and emails. Add in the parameters for the individual promotion, and a link is automatically generated that can be added to whatever marketing piece you wish to include.
Going further along the lines of personalization and localization, the new theme gallery options provide a greater selection of styles to help match the shopping cart to a website. In addition, the pages can be easily customized by modifying the existing CSS and HTML in the style editor.
These are just a few of the changes that you’ll see with the new MyCommerce. As I said before, if you have any more questions, please feel free to contact us. We are extremely excited about this new product and hope you are too!
On Wednesday, we had our first webinar announcing the new MyCommerce solution with our Director of Business Development David Halls and Director of Development Nick Melnick. As a follow up to that session, here are the questions that were posed by the audience and the answers our panelists gave.
We also had the drawing for the winners of the gift cards. The winners are:
8am - Stephen Sarafian
11am- Era Prakash
1. There was an update to your system a couple weeks ago; can you describe how that benefits us?
The upgrade that we did a couple weeks ago were a part of our database upgrade to add support for UTF-8. In order to support more complex character sets correctly (such as Japanese, Chinese, etc.) a database and system must be designed to support UTF-8. With this change, all customers are able to enter their information in their native language and character set, which makes for a more pleasant order experience. This becomes more important as consumer markets in Asia and other areas continue to grow.
2. How will these changes affect my current plan?
Your current pricing plan remains the same. However, regardless of your current plan, you will automatically receive all the features and benefits of our new Gold pricing plan within your existing account.
3. You discussed some upgrades and enhancements, can you tell me more?
The platform went through a few changes behind the scenes, one of them being the UTF-8 switch. We also made some foundational changes to help support more geographies down the road, from language support in the control panel, to being able to take orders from data centers around the world. The results of this work will be seen at a later date. Sometimes, it’s all about what you remove, and we cleaned up quite a bit to make MyCommerce lighter and faster.
4. Do I have to upgrade?
No upgrade path or migration is required. You’ll automatically receive the new features without any changes required on your end. We have engineered this as a seamless upgrade for you.
5. Will there be someone who can help me implement themes? And are there any customization capabilities with these themes?
We have made the new Theme Gallery system easy to use. Take a moment and check it out – we think you’ll find it simple to implement new themes. One your deploy a new theme to your account, you can easily modify the CSS and HTML style elements to match your website. Of course, if you have any questions or issues, we are happy to help – just contact us.
6. Will you offer dynamic pricing and descriptions (Can I send you the price and description in a url)?
Dynamic pricing is a feature that we have on our roadmap, but we do not have a date assigned yet. We do not have plans for dynamic descriptions at this point, but we will evaluate this option.
7. How, specifically, do I update to one of the new plans, say the Bronze or Silver plan, while keeping all my products in place?
We will soon release a tool that will allow you to change your account to one of the new pricing plans. In the meantime, if you would like to move to one of the new plans, please contact us and we will make this adjustment for you.
When you run an e-commerce website, it’s easy to assume that your marketing efforts can end once your customer has clicked on the “Add to Cart” button. After all, once that button has been clicked, the purchase is a sure thing, right?
Wrong. The majority of people who add a product to their online shopping cart don’t actually follow through with the purchase; the average e-commerce purchase abandonment rate is 66.22% (Baymard Institute). In order to encourage your shoppers to follow through with their intended purchases, you need to employ a variety of marketing tactics throughout the purchasing process.
Landing pages have been around since the early days of e-commerce when entrepreneurs first realized they could sell their products to a broader market by making them available on the World Wide Web. Unfortunately it seems like many website designers are not the best marketers who often leave some key elements out of their landing pages.
Landing pages for outbound marketing efforts are essential for any company promoting a certain product or service. The sole purpose of a landing page is to get a potential customer to purchase a product. It’s almost like a one-page infomercial. A relevant landing page has proven to have higher conversion rates, meaning they get more for less money. High-quality landing pages will also provide a boost for any PPC marketing by improving the rankings for a lower cost. With thousands of companies using search marketing to grow their business, it’s even more important to create landing pages that correspond to the ad to help stand out from the crowd.
Creating a landing page that drives interaction and sales is not really difficult as long as certain criteria are met.