Table of Contents

Featured Article: Five Common Mistakes Made by SEO Wannabes

By Alex McArthur, VP of Search at OrangeSoda and Stuart Lisonbee, Content Director at OrangeSoda

These days, it seems everybody is an SEO expert attempting to implement their own search engine optimization secret sauce. While there is no dishonor in attempting in-house SEO, it can cause a great deal of harm if not done carefully. At the least, you won't get sufficient results from your efforts. At worst, you can destroy your company's reputation.

Outsourcing your SEO and other online marketing needs to an ad agency is always a good idea. Just be sure that the agency you select knows what they're doing! Look for an agency with a history of providing clients with good results. Ask for case studies, find out who their clients are, and even talk to those clients and ask them how satisfied they are.

But if you insist on doing in-house SEO, watch out for the following five common mistakes and avoid them like the plague!

1. Trying to Rank for Keywords That You Really Shouldn't
   A small niche shoe website shouldn't target "shoes" or "fashion". There is simply far too many websites, many of them very well established, that you must beat out for such a commonly used word. "[Niche] + shoes" or "[area] + shoe store" or "[style] + shoes" is a far better strategy and a much more realistic goal.
2. Not Taking Full Advantage of the Title Tag
   The title tag is the most important place to be putting keywords. It's the title of your document, and should therefore reflect what the document is about. Too many companies choose instead to use a generic title, such as their company name, for every webpage.
   
   Just as harmful, if a webpage is not about the keyword you're targeting, then you should not use the keyword in your title. Doing so will result in your webpage not ranking as well as it should.
   
   Be sure to use your target keywords in your title, always putting the most important keywords first, only repeating keywords if natural, and using every keyword in your title within the webpage's content. Any information that doesn't help you rank for your target keyword, such as your company name, should be put at the end.
3. Keyword Stuffing / Hidden Text
   Even though it's been long known that keyword stuffing can result in severe penalties from the search engines, it still happens all the time and there are some self-proclaimed SEO experts out there still recommending it.
   
   Keyword stuffing is the practice of overusing a keyword or several keywords to the point that your content doesn't make sense because it is unnatural. Hiding text is making text invisible to users by making the font color the same color as the back ground. This allows a webpage to be stuffed with keywords without making it appear unnatural to the user.
   
   However, the search engines are able to easily spot keyword stuffing and hiding tactics and will penalize you for it. Plain and simple: don't do it! It will only harm you in the long run.
4. Not Targeting Keywords That Actual Shoppers Use
   Sure it's easy to rank for the keyword phrase "guacamole colored orangutan statuette dancing in a corn maze," but nobody will ever search for that. On the other hand, getting ranked for "guacamole" might get you a lot more traffic, but no conversions.
   
   Do your research and find keywords that will provide you with enough traffic to make your efforts worthwhile, will bring customers that convert, and are realistically obtainable. As noted in point #1, ranking for "orangutan" might be unreachable, whereas "orangutan statue" or "dancing orangutan" might serve you better.
5. Bad Link Building Campaigns
   Building up inbound links is a time consuming task. If you're going to do it, make sure that you are chasing after quality links that will build up your website's reputation.
   
   Writing articles and asking others webmasters to publish them on their website is one method of link building that can be quite effective. Just be sure that the articles you send out contain a link back to your own site. And remember, the more related the website is to the subject matter of your article, the more value you'll receive from the inbound link.
   
   There are plenty of ways to create a lot of inbound links without adding any value. Don't waste your time accomplishing nothing for your website.

Abiding by the advice above won't guarantee you top 10 ranking for the keyword phrase of your choosing, but it will at least provide you with a boost in the right direction.

Alex McArthur
Alex serves as the Vice President of Search at online marketing agency OrangeSoda (http://www.orangesoda.com). With over a decade of search marketing experience, Alex and his team of SEO experts have developed a variety of innovative and cutting edge tools and techniques that have helped bring top search engine rankings for OrangeSoda's clients.

Stuart Lisonbee
As OrangeSoda's Content Director, Stuart and his team of copywriters work hand in hand with Alex to ensure that client websites are properly optimized for the search engines and assist in link-building campaigns through the online publication and distribution of informational articles. Stuart previously served as a Marketing Specialist at Doba where he assisted with their search engine optimization efforts.

Partner Highlight

OrangeSoda is proud to offer SEM and SEO services that have been tailored specifically for the small to medium sized business. They provide an easy to use integrated platform for clients to track and manage all of their online search efforts. Exclusive offer for Doba members: With any OrangeSoda search engine optimization (SEO) campaign, get listed in the 50 most important online directories for Free! ($600 Value). Click here for your Free Search Engine Submission!

Marketplace Spotlight: Back to School

By Jeff Knight, Vice President of Marketplace

As the end of summer approaches, students will soon be returning to school and this presents many great merchandising opportunities for the Internet retailer. I attended the Las Vegas Summer Market this week and had the opportunity to speak with many different retailers and suppliers. I was surprised by the number of retailers and manufacturers who, when asked abut back to school merchandising, think largely of large ticket, parent-oriented opportunities and neglect to consider the 18+ year old, internet saavy, college bound shoppers and opportunities that appeal in both style and price, to this demographic.

My background falls in the computer and consumer electronic industries. The companies I have worked for have enjoyed the boost in computer and laptop sales that occur in the back to school season. While I wouldn’t ignore opportunities to sell larger ticket items, such as laptops, MP3 players, etc., you should also consider selling items that appeal directly to the college student. While some generations have remained cautious, skeptical buyers on the internet – the college age demographic has largely grown up immersed in a internet world and grown increasing comfortable with making choices, (e.g. purchases) that allow them to personalize, and accessorize their environment.

The idea is simple – instead of concentrating on the selling the xBox 360 – considering focusing on the faceplates, the cable organizers and travel aids. When you look at selling home furnishings look towards flat packed, ready-to-assemble hip, urban, size sensitive items with several color and fabric options. If you need inspiration, look to world-renowned retailer, IKEA who does a great job of merchandising and creating furnishing that is geared towards the space and price sensitive demographics. Sports fan and licensed goods present opportunities in everything from NFL team logo’ed decorations to college tailgating accessories. If a logo can be stamped, printed, stickered, embossed, or engraved onto the item – rest assured that there is a sport fan oriented item that can be sold.

I wrote in a previous Marketplace Spotlight about considering bundling and add-on items when selling to consumers. There are similar opportunities available for the college bound consumer. Quick ideas include dorm-room appliance essential packages that maybe include a small coffee maker, microwave and hotplate. Consider a laptop essentials bundle that includes a variety of accessories, cables, adapters, organization options and maybe a cold pack for carrying a lunch. Who knows? Be creative and see what works.

Finally, be conscious of the ever-increasing demand for earth-friendly, ethical and socio-geographic concerned consumers. In the last 2-3 years there has been trend in consumers looking for products that appeal to a higher sense of obligation to the causes and beliefs they hold important. Luckily in home furnishings, there are species of Bamboo and Teak that are not only renewable, green sources of wood but employ artisans and as it turns out, ‘Green’ wood is affordable. I am not saying that a bamboo desk will compete on price against a glue and pressed particle board desk but I think you will be surprised at how little monetary difference there is overall and how many customers will gladly pay the difference.

As I have written before in this series, always be on look out for opportunities to differentiate you and your merchandising from the pack. While this article was specifically written on opportunities concerning college bound consumers – I could have just as easily written the article about wedding seasons, NASCAR fans, birding in North America or any specific economic demographic. The point stays the same – look for merchandising and marketing opportunities that tie your products and retail presence to the right audience.

About the Author:


As the Vice President of Marketplace, Jeff Knight is responsible for all aspects of the merchandising strategy, supplier acquisition, and vertical category management and fulfillment operations of Doba's marketplace. Prior to Doba, Jeff was Director of Merchandising for Overstock.com where he developed the growth and management of the Computer and Home Office category. Jeff's background includes merchandising and technology leadership roles at DealDeal.com and BCI International. He earned Bachelor and Masters of Arts degrees in Communication from the University of Wyoming.

Partner Highlight 

3XP Websolutions
3XP Web Solutions gives you everything you need to start an online business in one complete and easy system, including a web store and a merchant account so you can accept credit cards. Best of all it is seamlessly integrated with the Doba product catalog! Also included are traffic analysis tools, search engine submission, domain name registration, multi-tiered affiliate program, and more. Click here to view 3XP's special offer for Doba members!

Member Q&A: Emails Associated with Doba's Order Process

By Rick Limon

We have received questions concerning the purpose of receiving different emails and what they mean. In this month’s member Q & A, I will address the emails generated through the ordering process on Doba’s site and the purpose of each email.

It all starts with placing an order. After an order is placed on Doba’s site, you will receive an email confirming the order. If the order is not paid for, you will receive an email reminding you that the order is awaiting payment. Once an order has been placed and paid for, you will receive an email indicating that the order is in review. During this time the order is checked for many things to insure the accuracy and validity of the order. Next, if everything is okay with the order, you will receive an email indicating the order has passed the review process. You will then receive an email indicating the order has been forwarded to the supplier and is awaiting supplier response. Once the supplier has picked up the order, you will receive a supplier accepted email. When the order ships, you will receive an email with the tracking number.

If there are special circumstances, you will receive an email indicating the circumstance. These include order cancellation email, if the order is canceled, or a backorder email indicating the item is currently unavailable.

Many may wonder why so many emails. We believe it is important to provide you with as much information as possible to assist you in running your business. Each email follows the progress of your order and gives you information as to where the order stands in the process.

If you feel you would like to eliminate some of the email you receive, you may go to the Settings page of your Doba account. Once there, go to the Email Preferences section and click on edit. Here you can check on the emails you wish to receive and those you would like to omit.

Doba believes in providing you with information to help you successfully manage your business. These emails can be an important part of keeping you informed of your orders and the progress of each order.

Here is a summary of the types of emails associated with the ordering process on Doba's site:

• Email Confirmation
• Email Payment Reminder (If order has not been paid for)
• Order Review Email (If order has been paid for)
• Passed Review Confirmation Email
• Order Sent to Supplier Email
• Supplier Acceptance Confirmation Email
• Shipment Confirmation/Tracking Email
• Order Cancellation/Backorder Email (Only if order is canceled or backordered, or if item is currently unavailable)

We Want to Hear from You! Want to see your question featured in the eNewsletter Member Q&A? Well we want to hear from you! Please email education@doba.com if you have any non-account related questions or topics you would like us to write about. If you have questions concerning your Doba account, such as billing, product or order questions, please search our knowledgebase site content or contact our Customer Support.

About the Author:

Rick Limon is an eBay Certified Consultant and an Account Manager for Doba. Working directly with new online retailers, Rick assists retailers in meeting their business specific goals by helping them take full advantage of the resources and services Doba offers. Rick holds experience as a Behavior Specialist and Mental Health Worker with Lackland ISD, Southwest Mental Health Center, and Parent Child Incorporated.

Partner Highlight

Website Magazine
Doba members can receive a free a complimentary subscription to Website Magazine. Get free insider advice to the eCommerce industry. Claim your FREE subscription today!

Supplier Information: New Suppliers Added to the Doba Product Catalog

Starting an online business is relatively easy. Making it a success takes hard work and the right mix of products. To help you achieve your business-related goals, we recently added new wholesale suppliers and manufacturer to the Doba Catalog:

Carter - Distributor of packing materials such as Kraft-Air envelopes, bubble wrap, and shipping boxes.

Talc - Distributor of office machine and supply products, from fax machines to time clocks and everything in-between.

Alexander - A wholesale electronics distributor specializing in personal communications and accessories.

Clark - 3M products specializing in sandpaper, tape, and other industrial products.

Chives - Manufacture of domestic and industrial sewing machines and equipment.

Ford - Specializes in closeout, liquidations, demos and refurbished golf products.

Siderite - Wholesaler of tools.

Stilbite - Distributor of appliances and electronics from cameras and home theater equipment to weather and alarm.

Tyler - Supplier of herbs and supplements, homeopathic herbs, and essential oils.

Pices - Provider of computer and automotive accessories from Sticky Pad to iSnug iPod accessories.

Cuspid - Supplier of dental hygiene products from teeth whitening kits, trays, gels, toothpastes, oral irrigators, flossing products, and more.

Cirrus - Manufacture of contemporary and transitional lighting products.

Missouri - Supplier of educational software for parents and children.

Zeppelin - Manufacture of GlareStomper Sun Shades for GPS units.

Taylor - Manufacturer and Wholesale Distributor of massage and relaxation products.

Pi - Supplier of sewing machines, steamers, and related appliances.

Spinel - Distributor of computer hardware and other consumer electronics.

Wildhorn - Manufacture of Sterling Silver jewelry.

Ozzy - Supplier of DVD's that are themed exercise dance routines catered to senior citizens.

Cotton - Supplier of an extensive line of garment care products geared for common household use from sewing machines, shavers, lint brushes and rollers and steaming products.

Doba has updated their privacy policy. Click here to read Doba's updated Privacy Policy.