Two Pounds of Personality

Has this ever happened to you?

You run into a problem with your Shopify store so you Google for an answer.

You run into an article that gives you an answer to your question.

A few days later, you’re searching again, but this time you find a podcast interview talking about the problem you’re experiencing. Would you believe it? It’s the same person from the article!

A week later, you’re browsing Twitter and see a friend Tweeted out a video — and it’s from the same person that the Podcast Interview featured and that wrote the article.

You’ve Just Experienced “Two Pounds of Personality”

When you’re developing your “Two Pounds of Personality” for your business, you’re creating online and offline artifacts that capture your personality and let people — potential customers — find them.

When you have “Two Pounds of Personality,” you’re making it so your customers can’t help running into you and reasons to buy from your store:

  • Testimonials and case studies from happy customers, published on your site or the customer’s site
  • Product reviews on YouTube, showing off the highlights, features, and benefits of your products
  • High ranking pages in the search results so when a customer is searching, you’re what they find
  • Podcasts interviewing you or key members of your team, sharing examples of problems your customers overcame with your product
  • Guest articles on prominent sites and in popular trade magazines that your target market reads
  • Quotes from you and your team in popular articles online

“Two Pounds of Personality.”

To assemble your “2lbs of Personality,” you need to:

  1. Understand who, specifically, your target market is
  2. Develop a Unique Personal Brand that speaks to your customers
  3. Research your target market and know exactly how to reach them
  • What websites do they comment on?
  • What magazines and trade publications do they subscribe to?
  • What Social Media do they follow?
  • What Podcasts do they listen to?
  • What YouTube channels do they subscribe to?

The easiest way to reach your customers is to go where they already are. So as you assemble your “Two Pounds of Marketing,” focus on going to where your customers already are.

That way, as you’re building up the proof that you are the best option in the market, you’re also marketing your business.

Shopify Niche Celebrity

Do you want an unstoppable value proposition for your store?

Something that none of your competitors (no matter how hard they try, how long they’ve been in the industry, or how much money they spend) can compete with?

Something that attracts customers and converts customers into loyal, raving fans?

You want to become a Shopify Niche Celebrity

Why Become A “Shopify Niche Celebrity”?

When you’re a Shopify Niche Celebrity you’ve built up an amazing amount of proof (2lbs, in fact) that shows that you, your store, and your products are trusted, respected, and valued by your customers.

Let’s break down what it means to be a Shopify Niche Celebrity:

  • Shopify — You have an Ecommerce store and you use Shopify.
  • Niche — You have a specific target market picked out. You’re focusing on a small, viable subset of that target market as your niche.
  • Celebrity — You’re everywhere. Customers can’t help but run into you. Testimonials, case studies, product reviews, search results, podcast interviews, guest posts, and more. Your customers can’t help but stumble across your “2Lbs of Personality“.

When you’re a Shopify Niche Celebrity, your customers have this strange feeling of going from

‘Who is this company I keep hearing about?’

to

‘I have to order from this company I keep hearing about!”

What Does It Take To Become A “Shopify Niche Celebrity”?

To be a Shopify Niche Celebrity, you need to be everywhere.

You want to make it so customers just can’t help but run into you and reasons to buy from you:

  • Testimonials and case studies from happy customers, published on your site or the customer’s site
  • Product reviews on YouTube, showing off the highlights, features, and benefits of your products
  • High ranking pages in the search results so when a customer is searching, you’re what they find
  • Podcasts interviewing you or key members of your team, sharing examples of problems your customers overcame with your product
  • Guest articles on prominent sites and in popular trade magazines that your target market reads
  • Quotes from you and your team in popular articles online

Uncountable proof that your products and your store are the best option for customers.

How Do You Become A “Shopify Niche Celebrity”?

You want to develop uncountable proof that your products and your store are the best option for customers.

You do this by:

  • Developing a Unique Personal Brand
  • Assembling your “2lbs of Personality”

As you assemble your “2lbs of Personality,” you naturally become a celebrity in your niche.

When you have “2lbs of Personality,” you’re everywhere your customers are looking:

  • Websites
  • Magazines and trade publications
  • Social Media
  • Podcasts
  • YouTube

Everywhere.

You become a Shopify Niche Celebrity by developing your Unique Personal Brand and assembling your “2lbs of Personality.”

How To Avoid The Negative Effects Of A Shopify Store Rebrand

 

Avoid the negative effects that come from changing your store’s brand name, domain, links, or content.

 

A few years ago, I was called in by an established store that was experiencing a major drop in their traffic.

They had just completed a rebrand of their store a few months ago and their traffic looked like every store owner’s worst nightmare: great one day, gone the next.

Their rankings reflected the exact same thing: they went from ranking well for their product keywords and generic search terms to only showing up when they searched for their new brand name.

Years of effort. Gone overnight.

Literally the worst nightmare of every store owner I’ve spoken to.

They were searching for an SEO consultant who could help them understand what had happened to their traffic and rankings and what, specifically, they could do to get their traffic back (they were even thinking of completely undoing the rebranding and migration — but had they done that, they would have had a whole other set of challenges).

Thanks to a referral from Kurt at Ethercycle.com, we connected, and started a Search Engine Optimization Audit project together to understand what had happened — and what exactly they should do.

The Risk In Rebrands and Migrations

Switching domain names and restructuring your website links both have major effects on your ability to rank for product keywords and generic search terms.

You can think of it like a heart transplant. You’re doing major surgery on your store.

You need to plan ahead, know what to expect, and know what to do before, during, and after the migration to minimize the shock to your traffic and rankings.

Thinking ‘Bout Links

When you switch domain names, you have to consider all of the links pointing to your old domain that are no longer pointing to the new store.

Working with the Ecommerce store who had lost their traffic after a rebrand, we discovered all of their links — links they spent years earning through relationships, blogger reviews, press, and hard word — were pointing to the old site, not the new store.

They were essentially starting over from scratch in the link building department.

Site Age Is A Real Thing

When you do a rebrand and migration, your have to consider that one of the factors Google looks at when ranking sites is the age of the site. A site that has been around for 3 years will score higher on this factor than a site that has only been around for 3 months.

When you flip the switch on a migration and switch over to a new store on a new domain, your store can appear as a completely new site with new content to Google.

That all translates to it taking more time to rank. You need to take time to age your site.

The Real Cost of Redirecting Pages

As a matter of best practice during a migration, you’ll want to redirect (using a “301 Redirect”) all of your old pages (products, pages, posts, etc.) to the matching product, page, or post on the new site.

Even when you follow this best practice, some of the value from the links pointing to your site will be lost.

If Google sees the new site and starts ranking it immediately (which it won’t – it takes time for the site to be crawled and start to rank) it will take time for the redirected links to help your ranking.

Consider… Content

Now, this all assumes that the content on the new pages on the new site matches the content of the old pages on the old site.

That is, other than the URLs, every other aspect of the site is remaining exactly the same: page titles, content, images, everything.

If you’re doing a rebrand on your site, you’re most likely changing page titles, content, images, and internal links.

Everything.

All of those changes have their own effects on rankings and traffic. Depending on how you’re linking to products and pages in the navigation, footer, or page content, you may see additional changes.

A rebrand often affects the content and that carries major implications to your ability to rank.

Minimizing The Risks of a Rebrand

Changing your domain name will affect your rankings and traffic.

Redirecting links pointing to your old site to the new site will affect your ability to rank.

Changing your copy and link structure will affect your ability to rank.

A rebrand touches page titles, content, images.

Everything.

There are so many ways that it can affect your traffic and rankings.

With the client, we identified 17 major changes they needed to make to minimize the negative effects of the rebrand.

Within a month, their traffic was up to 50% of their old levels. Improvement.

Over the next 3 months, their traffic continued to climb. 4 months after working together, their daily traffic passed their previous high-traffic amount.

But if they didn’t take action? It would have been like starting over from Day 1 in terms of SEO.

How To Avoid The Negative SEO Effects of Rebranding Your Store

The best bet is to get out ahead of it: have an action plan to preemptively make changes to minimize the ‘shock’ of the rebrand.

Even with a strategic plan you will see a 1-3 month shock to your rankings and organic traffic, but with the right SEO Migration Plan in place, you can minimize the length and strength of that shock to your traffic and rankings.

If you’re working on migrating your store and/or changing your domain name, store name, or content, then it is incredibly important for you to have an SEO Plan in place.

Schedule a 1-on-1 call with me here (https://doubleyourecommerce.com/products/1-on-1-call) or apply to wok with me here and tell me more about your store.

What questions should you ask an SEO consultant before you hire them?

Hiring a consultant can feel like a complicated (and scary!) process, especially for something like Search Engine Optimization or getting more traffic where you may not see the results for 3, 6, or 9+ months (depending on the competitive landscape). 

When you’re evaluating a Search Engine Optimization consultant, these are the questions that I recommend my friends and colleagues ask any consultants they’re evaluating. 

There aren’t any ‘right’ answers per-say; rather, these questions let you see their thought process and strategic direction on a project.

An initial ‘Search Engine Optimization Discovery’ project makes the most sense to get these questions answered. That way, you get the questions answered in a way that makes sense for both you and the consultant and you’re able to ‘test the waters’ with a small paid project to see how you work together. 

You’ll want to understand:
  1. What SEO issues your consultant sees site-wide on your site
  2. For your top performing pages for Organic traffic, what issues does the consultant see?
  3. What keywords are you currently ranking for? (Just the top 2-4 by traffic)
  4. What keywords are your #1 competitors ranking for? (Just the top 2-4 by traffic)
  5. What is the strategic plan for ranking higher / copying competitor keywords?
  6. How healthy is your backlink profile? (how many unique sites are linking to you, are they high quality, etc.)
  7. How does this compare to your competitors? (who is linking to them!)
  8. What would make sense as a link building strategy? What strategies does the consultant recommend/advocate? (You want to avoid anyone who mentions ‘Our secret method’ or ‘Using Private Blog Networks…’ — focus on sources of links that make sense for you, your products, and your business)
  9. What’s the plan to get +5-10 links from unique, high-quality referring domains every month? 
In a paid Search Engine Optimization Discovery project, you’ll want to get the answers to these questions and see how the two of you work well together. 

What’s changed about SEO?

I learned about SEO around 2012. Since then, I know that it has changed; social/sharing is more important, keywords less so.

One correction I’d make: social/sharing isn’t that important; keywords (and keyword phrases on a page) are the primary way Google knows what a page is about.

The most important factor? High-quality and relevant links from sites in the same general industry. Those are what get you ranking — and most often if you see a competitor outranking you and they aren’t doing social or writing articles or any other best practices, it’s because they’re focused on building relationships that result in high-quality links to their site.