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Archive for the ‘Spotlight Interviews’ Category

Publisher Spotlight: Saxophone-Players.com

Tuesday, August 10th, 2010

saxophone-players

Anthony Hine of Saxophone Players has agreed to take a few mintues to chat to us about his site and experiences with the Shopzilla UK Publisher Program.

1.    Hi Anthony, thanks for sharing some information on your website, Saxophone Players, with us today. Can you start off by giving us a little introduction to it?
Hi. My site’s aim is to provide as much information as possible to anyone with an interest in saxophones. Whether you want to learn to play or just want to see what types there are, or learn a little sax history. It caters for beginner players or those with an interest who just want to learn more about the instrument.

2.    What inspired you to start up Saxophone Players - why this particular subject?
Why saxophones? I love saxophones. The sound, the shape and playing. I don’t claim to be a professional player or that i’m a playing genius but I do love them. I was looking around the web at sites currently available. Some were great, some were good and some not so good. However, none of them in my opinion, really catered for the basics. None gave a fool proof guide to playing from day one. So with that in mind I aimed the site solely at us out there who need a clear guide on how to get it out of the bag on day one and be able to make a sound. From there it expanded to cover as much as I can think of about saxophones.

3.    You’ve been with us for a while now – how are you finding it?

So far I haven’t experienced any real problems. The site can be a little slow sometimes but nothing I haven’t experienced on much larger more prominent company sites. It all appears to be quite straight forward. Contacting you is quick and efficient and any issues or questions are resolved promptly.

4.    You use Shopzilla’s dynamic assets on Saxophone Players…how did you find the integration process/portal navigation?

There were no isssues. I would like to see individual options available for products. This is purely because of the way my site is formatted. One specific type of sax to one page. Having individual options would mean I am advertising the specific sax to the correct page. Currently it does this but also gives other types of saxes as well on the same ad banner.

5.    What’s important to you in an affiliate partnership? Are you using any other programs?

Trust, trust and more trust. There’s little point in having an affiliate relationship if you don’t trust the person you’re affiliated with. I also run Adsense and Amazon.

6.    Do you get chance to check out our Publisher blog very often? Do you find it useful in keeping up to date with what’s going on in the affiliate industry? Not very often at the moment, I’m afraid. I only usually check out blogs if a) I’ve got time (too little time at the moment) and b) I need to know something.

7.    Would you consider recommending the program to other website owners?
I have no issues with it. For the time being, it does exactly what I set it up for. To pay site costs, and that’s what it does. So yes. It costs nothing to trial and if you are more committed than I am to making money online it’s definitely worth a go. And may I say a lot better than some other affiliate programs I have tried.

8.    And finally…do you have any feedback/ideas for improvement for us here at the Shopzilla UK Publisher Program?
Perhaps more options on the make of goods available and the option of individual items of course. I would rather have a banner with only 1 or 2 options rather than a banner that has 4 options but only 1 or 2 of them are an exact match to what was requested.

Thanks to Anthony for taking the time out and for giving us some valuable feedback on our program. Dynamic assets actually allow you to choose your ad banners by Keyword and Category, and even then, you can customise the colours of the ad with our colour picker tool. We’re constantly looking to improve our program for the best possible Publisher experience so watch this space for updates!

So if you have any questions on integration or registering, please let the team know.

An Insider Interview With the Head of Shopzilla’s EU Publisher Programs

Monday, August 2nd, 2010

diana-scharpenberg-online-marketingWhat better way of getting an insight into the Shopzilla UK Publisher Program than listening to what Diana Scharpenberg, (Mgr, Online Marketing) herself has to say about the program? We asked Diana, who heads up Shopzilla’s EU Publisher programs, a few questions on affiliate marketing and the programs themselves.

Emma: Hi Diana, thanks for taking the time out to do this for us. It’s a great way for our readers to check out the program from an insider perspective. First of all, can you tell us a little bit about yourself and your experience in the online industry?

Diana: Hi Emma, I’ve actually been with Shopzilla about four years now in my role as Online Marketing Manager. The UK affiliate program was launched just over a year ago with the French and German programs following shortly afterwards. Personally, I’m now completely immersed in the affiliate world, not only because I work in the industry but also because I run a couple of my own personal sites, so I know how the story goes on both sides of the fence; being an affiliate myself who uses various programs as well as running Shopzilla’s. Before that, I actually studied Aviation in Germany (my home country) and went on to work in an online marketing role for Lufthansa.

Emma: Wow, sounds like exciting stuff! Four years is quite long…so you must know the company pretty well now?

Diana: Absolutely. I’ve worked with a lot of people here on a lot of different projects so there’s never a dull moment. It’s a fantastic company to work for so I was happy to launch the Publisher program. I welcome the opportunity to work with new Publishers everyday and the program’s steady growth since its launch confirms just how great an affiliate program it is.

Emma: So what do you look for in new Publishers? And do you have any advice to website owners who would like to try their hand at affiliate marketing?

Diana: For the most part, we look for quality websites. That is to say, Publishers who have great content, an already existing user/visitor base and generally a well established site. The program is free to join and pays on a CPC based model so to those affiliate marketers who wish to get started, try us out! My advice would be to really focus on matching the content of your site to your advertising. There’s no point having a site about golf, for example, and including our cosmetics banners. It just wouldn’t work. We take traffic quality very seriously and monitor it very closely for all Publishers. The Shopzilla Publisher Programs will only work if you take traffic quality as seriously as we do.

Emma: Could you give us a brief overview of the banners/products Shopzilla’s program offers?

Diana: Sure. We have a multitude of options in our Publisher portal including dynamic banners, text links, search boxes, stock banners and product pods which are all easily accessible in the portal. For the more experienced affiliate marketers, we also offer FTP Data Feeds and a soon to be released Catalogue API solution (September 2010). These last two really give affiliates even wider access to Bizrate’s inventory for a great comparison shopping integration. My favourites are actually the dynamic banners as you can not only choose the products you want to promote but also change the look to match your site’s design.

Emma: You mentioned Bizrate - why not Shopzilla?

Diana: Ah, the company origianlly started out as Bizrate but changed it’s corporate name to Shopzilla a few years later. We still have both the Bizrate and Shopzilla sites which run parallel but it is Bizrate itself which powers the Publisher Program.

Emma: I see. And what kinds of products can I advertise through the Shopzilla UK Publisher Program?

Diana: Pretty much anything. We have a broad range of products from niche to large scale, from clothing to perfumes and TVs to iPods. To find a particular product in our portal, it’s a really good idea to browse Bizrate’s site to find the product you want to promote. You just need to know the category tree of that product to then be able to find it in the Publisher portal.

Emma: Great advice there. One last question - as a Publisher I would want to know how my revenues are accrued. Can you give us a brief lowdown on earnings and redirects?

Diana: So as a starting point, earnings are accrued on a CPC based model whereby redirects sent through to our merchants generate earnings. As already mentioned, we are a very quality-focused affiliate program so actually have a system in place called Smartpricing which is not unlike Ebay’s Quality Click Pricing Strategy or the Google quality scores (amongst other quality assurance initiatives). This enables us to monitor the quality of traffic Publishers send through to our merchants. For high quality traffic there is great potential for high revenues and similar to other affiliate programs, these revenues are then paid out on a monthly basis, when the Publisher hits a £50 benchmark.

That’s all for now, folks. Diana has provided us with some great insight into the Publisher Program. Follow her on Twitter.

If you have any further questions on our affiliate program or the affiliate products we offer, we’d love to hear from you - check out our FAQs or contact the Publisher Team.

To sign up, you can register for a Publisher account here.

Beginner’s Guide: Writing Content for the Web

Tuesday, July 20th, 2010

jennifer-davisJennifer Davis is an experienced Content Editor who has been working in Online Marketing for over two years. A keen digital marketer with a passion for writing, she began blogging both personally and professionally over a year ago. After finding her calling in the fast-paced digital sector, Jennifer quickly became an active promoter of good web content and the tangible benefits it can bring. Check out her blog at Ensign Jen’s personal log.

Here she gives us some advice on writing for the web:

The basics

Before you start writing, it’s good to understand how users read on the web. Because in short – they don’t! Most web users won’t read every word they come across on a page. Instead, they scan the page for the information they need.

For this reason, you need to make your copy easy to scan. Here’s a few ways to do this:

•    Headings and sub-headings
•    Bullet points
•    Simple, informal writing

Headings

It might sound obvious, but the headings you use on your pages are extremely important. They should be short, simple and give the users an overview of what they can expect to find. It can be tempting to get over-wordy with headings, so try to think of them as bait. Hook your reader in, tempt them to click the link and then give them the full details later. Headings and sub-headings are not only vital for attracting and retaining readers, but are also important for helping search engines determine how useful and relevant your content is.

Sub-headings

Once you have your users on the page, make it easy for them to take in your content quickly. Break your text into sections, as large blocks of copy are off-putting to readers. This is where sub-headings come in. When your text moves onto a new subject, give it a new sub-heading. Again, make these short, concise and explanatory. This way, your readers can quickly decide if they’ve found what they’re looking for.

Bullet points

Bullet points allow users to scan your content quickly, much like headings and sub-headings. When you can, break bigger chunks of information into bulleted lists. Readers are attracted to bullet points, so use them wisely. Keep the  text short and snappy, containing as much information as possible.

EXAMPLE: If you run a cookware site, you might want to advertise the advantages of the new SuperWhisk3000.

Before:

The brand new SuperWhisk3000 is the newest model on the market from Whisks ‘r’ us, taking us forward into a new era of Whisk technology. Spinning at over 3000 RPM’s, the SuperWhisk3000 is by far the fastest whisk on the market. It comes in a range of beautiful neon colours, including red, blue, green and pink. With this whisk, you can mix cakes in half the time of a normal whisk guaranteed: and if you don’t like it, you get your money back!

After:

SuperWhisk3000 by Whisks ‘r’ us
•    Fastest whisk on market spinning at over 3000RPM
•    Comes in 4 neon colours – red, blue, green & pink
•    Make cakes in half the time guaranteed – or your money back

Simple, informal writing

When writing for the web, bear in mind that you should aim your copy at an average reading age of 12 years old. It might sound surprising, but don’t worry, you won’t be patronising your customers! Even the most highly educated, well-read web users don’t want to be bogged down with long words and complex sentences when reading online. Make your sentences short and simple. Break your text into short paragraphs. Avoid jargon where you can, and if you must use it, explain what it means.

Finally, make sure the most important, salient parts of your content are at the top of the page in a ‘pyramid’ type structure. Pack all the most important details into the first paragraph, with the less important information in the next, and so on. The least important information should be given at the bottom. Users will often exit your page long before they reach the end, so ‘leaving the best till last’ won’t work here!

You’re ready to go

This post covers some key aspects of writing for the web. But bear in mind that each section I’ve covered here could warrant a blog post of its own! It’d be great to hear from you in the comments section if you have any questions, or if you’d like me to cover any of these topics in more detail.

Thanks to Jennifer for some great tips on writing for the web. Keep an eye out on the Shopzilla Publisher Blog for future posts related to this and other subject areas surrounding content writing.

SEO Techniques and Advice From An Expert

Tuesday, April 6th, 2010

Our US counterpart, Jade, recently did a great interview with one of Shopzilla’s own experts in SEO and published it on the US Publisher blog. We thought it could be a really helpful post so have decided to share it with our UK Publishers, too! Check out the article below.

Bloggers, webmasters, engineers, and publishers around the world are always looking to better their SEO tactics.  We recently had the opportunity to ask our own SEO expert, Michael Nguyen, a few questions about Search Engine Optimisation.  Hope you enjoy the Q&A! michael-seo-expert-for-shopzilla

Jade: Let’s start off with a brief description of what you do at Shopzilla Inc.

Michael: I’m the SEO strategist here at Shopzilla Inc. I oversee all the SEO efforts on our main properties.

Jade: SEO and SEM are sometimes used interchangeably, should they be? How would you compare the two? Why are they both important?

Michael: I see SEM as an all encompassing term - it stands for search engine marketing. All efforts to utilise search engines to promote your business would fall under SEM. Search engine optimisation (SEO) and pay per click (PPC) are subsets of SEM. There’s a lot of confusion behind what SEM represents, so I can see how some would use SEO/PPC and SEM interchangeably. As long as you know that SEO and PPC are subsets of an overall search marketing effort, then you are set.

Both SEO and PPC are equally important to driving traffic to a site. With PPC, you have very strong targeting advantages. You have much more control with landing pages, messaging, placement - essentially the entire flow from search engine to landing page is determined ahead of time. It’s fast, flexible, and limitless.

SEO on the other hand is a more volatile environment, you have less control over everything. But the traffic potential is huge. More people click on organic results than they do on paid listings.
As for why they both are important, it’s pretty simple - because your users are looking for you in both places. When users search, they’re looking for the most relevant result and ad to click on. So if you are trying to reach them, you need to play in both spaces.

Jade: We know strong SEO tactics can help a website. Can poor SEO hurt a website?

Michael: Definitely. Many of the basic SEO tactics deal specifically with helping search engines crawl your site. If a search engine can’t crawl your site in the first place, your site has a very low chance of being returned in the search results. I’d recommend everyone at least take a quick look at some of Google’s webmaster guidelines.

Jade: Do you see an end to Black Hat SEO practices in the near future?

Michael: Not really. Black Hat SEOs have great monetary incentives to continue to aggressively spam search engines. The situation is very similar to email spam - as long as someone out there can make money with spam, they will. Search engines will obviously continue to make it harder and harder for Black Hat SEOs to game their engines, but I don’t see an end anytime soon.

Jade: What are a few simple SEO tools or tips you would use on a small blog? On a larger product review website?

Michael: I’m going to point out a few articles here as they are great references. For blogs, check out: Seomoz.org. For product review websites, check out: Dpreview.com. I’d break down what DP Review has done and mimic that on a product review site.

Jade: What would you recommend to our publishers who want to learn more about SEO?

Michael: This probably isn’t the normal recommendation you’d get from other SEOs, but I recommend publishers taking a look at their analytics and checking to see what is already working for them. Take what is already working and continue to build off of that. There’s a lot you can learn from your analytics and running tests. For more traditional resources on SEO, spend some time on: seomoz.org, seobook.com, and Google (not a joke).

Michael, thanks so much for taking the time to give our publishers great advice on Search Engine Optimisation.  If you’d like to pick Michael’s brain some more, then check out his website - socialpatterns.com!

Publisher Spotlight: interview with Carl, martial arts expert and owner of shadowhand.com

Thursday, December 10th, 2009
Carl Burgess has been involved in web development for over twelve years as a system administrator, developer, tester and site owner. He is a respected author, teacher and international referee of Taijiquan who likes to push the boundaries of his art and how to disseminate it on the web. Here he talks about his site shadowhand.com and his experience with the Shopzilla UK Publisher Program.

Emma: Hi Carl, first of all, thanks for taking the time out of your busy schedule to answer our questions. Could you start off by giving us a little introduction about your site?

My site, www.shadowhand.com, has been going for about ten years now and is focussed on the Wudang Style of Taijiquan which is the The martial arts form of T’ai Chi.  I teach from home and decided to start my blog, www.shadowhand.com/blog on how I set up my home dojo. I will start adding my teaching material  at some stage.

Emma: What inspired you to start up the shadowhand blog, why this particular subject?

I have written a book and produced a number of CDs and articles but felt that a more flexible approach was needed to convey what I am doing now.  I generally video my lessons and would like to add commentary and clips on a regular basis rather than taking months to produce a completed full  blown work.

Emma: You’ve been with the Shopzilla UK Publisher Program for a while now – how are you finding it?

It  takes some time to work out how to tailor the ads to your content – i.e what size, colour , shape, orientation etc  so I have been experimenting with all variants to see what works best.
It is good to have a choice of ad type to choose from and be able to configure colours etc.

Emma: I see you’ve added several of our large dynamic assets…how did you find the implementation process?

The Shopzilla system is fairly straightforward to use , the key is to search for your particular subject matter in the BizRate.co.uk site to check on what keywords will find the particular items you want to show and then use those keywords in the Publisher admin to find the appropriate ads. I thought  it was important to match the ads chosen to the particular content  I was writing about to keep it contextual. For example, if I write about boxing gloves, I’ll include an ad showing the gloves, or if you take a look at my headgear post, I’ve integrated an ad displaying items of headguards and head protectors.

Emma: What’s important to you in an affiliate partnership? Are you using any other programs?

Basically good communication, ease of use of the administration system. I am also affiliated with Amazon and Hong Kong Flix. For me, the partnership with Shopzilla’s Publisher program has been a great experience and one that I look forward to continuing.

Emma: How often do you consult our Publisher blog? Do you find it useful in keeping up to date with what’s going on in the Shopzilla Publisher world?

I am a very busy person and so I don’t have much time keeping up with what everyone else is doing. I probably focus about once a month to check up on the statuses of everything.

Emma: And finally…do you have any feedback for us here at Shopzilla i.e. suggestions for improvement?

Maybe some style guidelines for websites which have different layouts i.e. multi-column pages – or perhaps some page templates that fit the ad types might be of help.

Thanks for some great info and feedack, Carl. If you’d like to take a peek at his site, please visit Carl’s  martial arts blog.


Publisher Spotlight: pic2shop has integrated Shopzilla content to supply shopping options on the move

Wednesday, November 25th, 2009

Price comparison on the move with pic2shop app. With only 2 and a half years on the international market, Apple’s iPhone has become one of the largest global smartphone companies, accounting for one fifth of total sales. One of the biggest factors behind this has been a nearly 50% year-over-year growth seen in the third quarter of 2009. With this growth comes huge opportunity in the apps or application sector. Apple’s App Store currently has over 100,000 applications available, showing the popularity and growth in the industry. Latching on to a winning concept can result in windfall earnings for any investor, take for example the iFog app. One application that caught our eye recently, was the pic2shop app. Since we are a comparison shopping engine, we are always interested in seeing how the marketplace is evolving. And, as an added bonus, pic2shop has integrated Shopzilla content to supply shopping options to its user base. We caught up with the creator of pic2shop, Benoit Maison, to find out a little more about the application, and his thoughts on the future of smartphone technology.


Diana: Thanks for taking the time to speak with us, Benoit. Tell us a little about pic2shop and exactly what it is.

Benoit: pic2shop is a free iPhone application. It reads barcodes using the iPhone camera, and then looks up and compares prices at online retailers.

Diana: How did the idea come about?

Benoit: It all started as a technical challenge: reading barcodes with the iPhone was supposed to be impossible because the fixed focus camera made them all blurry (that was before the iphone 3GS). The first working version of pic2shop was released in April’09, and there was a lot of worldwide interest immediately. Since then, we have perfected the barcode scanner, made it work in real-time on the iPhone, and added many retailers and millions of products to our database.

Diana: The pic2shop team has been working with Shopzilla for several months now. How has the experience been?

Benoit: It has been very rewarding. We chose Shopzilla early on because it was the most expedient. But Shopzilla turned out to have to best product coverage for our purposes (UPC lookup), and to give great affiliate revenue. We are very excited that the program is now available in the UK, France and Germany!

Diana: You currently use our FTP Data Feeds; how has the integration process been?

Benoit: The FTP Data Feed has a standard format and was very straightforward to integrate. The only problem is the coverage in terms of EANs, not every merchant has included this information yet. This information is necessary for us in order to match the offers with the barcodes. For the retailers who are reading this, please include EANs in your feeds!  Without them, we cannot show your products in pic2shop.

Diana: The Shopzilla UK Publisher Program will be offering a Catalog API in early 2010. Is that something you are looking forward to?

Benoit: Yes, we look forward to the upcoming Catalog API.  We have had a very good experience with the US web API. Having an API was more convenient than, say, an FTP feed. As volume increases, we just need to cache results. Integration was very straightforward, and we never had to make any change since then. As a developer, that’s the highest praise I can give.

Diana: Mobile applications are becoming ever more present on the market, where does your application figure in terms of category relevance?

Benoit: Besides games, comparison shopping may be the category with the broadest appeal. Who does not like to get a better deal? We are looking for ways to increase the appeal of pic2shop, so that it is the first place iPhone users and retailers turn when they think of comparison shopping. Many people are not even aware that this stuff is possible, but when they learn about it, the reaction is invariably an enthusiastic “Wow! How do I get it?”

Diana: What makes pic2shop so unique/important to the market?

Benoit: Well, definitely the real-time barcode scanner. Just point the camera at a barcode, wait a second, click! You get the online prices and links to explore further. There are only three apps (out of 100,000!) on the App Store right now that can do that, and pic2shop is the most flexible of the three. In many ways, it is like a mobile browser with barcode input. It can show prices of course, but also product specifications, user reviews, demonstration videos, coupons, anything you can dream of. Some manufacturers want to build their own iPhone app, and we license the barcode reader to them, but some are just happy to give us material to include in the results.

Diana: In your own personal opinion, how much success can be achieved with this type of application, and how far can this technology go?

Benoit: I believe that mobile advertising will soon be larger than online advertising. It can reach people wherever they go, not just when they sit at their PC. If it’s not intrusive, it can provide tremendous value by being highly relevant and timely. It is not clear how the technology will evolve. For example, will people want dedicated apps, or just mobile web sites better integrated with their phone’s camera, GPS, and other capabilities? We will probably see a few iterations before the dust settles. In the meantime, we’ll take pic2shop as far as we can.

Thank you for your input Benoit, and we hope to see pic2shop evolve into a leader on the marketplace! For anyone interested in finding out more information or wanting to download the app (it is free to download!), head over to the pic2shop website.

Optimising your Article for SEO

Friday, November 20th, 2009
SeoJoBlogs Jo Turnbull is an SEO strategist who began her career in marketing for SMEs. A keen interest in web development and marketing, she taught herself SEO and has been blogging ever since. In addition to her blog, which centres around mobile and SEO (of course) she enjoys travelling the world and is currently learning her fourth language. Here she gives Publishers some advice for optimising SEO. Check out her site at SeoJoBlogs.

“If you have an article that you want to publish, you want to make sure that your article is seen by as many unique visitors as possible.  Here are a few ways to do this:

1. Be different
There is a lot of competition out there on the web.  If you are writing an article, make it stand out. Make sure it has a catchy and informative header that encourages visitors to read on. Try being controversial or provocative to grab reader interest and attention.  For example if you are writing about the increase of social networking sites, I suggest you use the title “Facebook’s user base has topped 300 million” instead of “There are lots of social networking sites”.

2. Share
If you are hosting the post on your own website, install social bookmarks such as Digg and StumbleUpon so that if someone likes what they see, they can bookmark the information and tell  their online friends.  You are encouraging your visitors to take part in viral marketing – spreading the word about your article.

3. Links
Don’t be afraid to link to the source of your article.  Readers will appreciate you giving them more information and they will like going to the source and finding out more.  If they liked your article they will come back.

4. Short and sweet
Internet articles tend to be shorter – keep the article between 200 - 400 words and make sure the paragraphs are clearly spaced and easy to read.  A lot of your visitors will be scanning the articles to take the best information so make sure these parts stand out.

5. Keywords
Make sure your article is centred around keywords.  You can use keyword tools to help you find the best terms for your site.  Google keyword tool is very popular and will let you know the competition for a particular term and give you suggestions of other keywords to use. Having a keyword rich header is always a great start, and use your first paragraph to get across your article’s key message. Your text shouldn’t look too “stuffed” full of keywords so ensure that you find various synonyms to include throughout, a technique very important for SEO. An acceptable keyword density percentage is 3 to 4%.

6. Optimise social media
To increase visibility of the article, you need to promote it.  If you already have an online presence in social media, make sure there are links from your social networking sites. If you have followers on twitter, tweet about the new article you wrote with a link to the url. If you have a linkedin account, post a link to the article on your profile page.

7. Topical
Make sure your article is topical.  If you are writing about mobile phones, talk about the latest mobile phones, the Palm Pre on O2, or the iPhone on Orange.  You want your readers to know that you are aware of the latest news and they can come to you to find it.

8. Expertise
Build on the topical information and you can become an expert in their area. Once you find a topic that you are interested in and write about that is relevant news, stick to it.  You may even find people wanting to link to you. Perhaps write a series of posts on the same topic, or start a blog carnival with other bloggers.

9. Give away information
Don’t try and sell your products or service in the article.  If you are going to write a lot of articles, people will value your opinions and when they are ready will buy from your site because they trust and value your articles.

10. Interact with your audience
Throw up questions, start debates, polls. If you receive comments, make sure you respond to them.  Visitors like to see their comments are well received.  Comments are also a great way to add additional content to your site.

By following these tips you should be able to increase interest and traffic to your articles”

Some great advice there, a big thanks to Jo Turnbull from seojoblogs.com!


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