Casual Marketing


Bridget Driscoll, the News and Online Editor for Casual Living, delves into the world of Online Marketing and how it affects the outdoor furniture industry. From SEO to e-commerce sites, Bridget will share her knowledge on all things digital. 

  • How PPC campaigns can boost sales

    In the digital marketing world, you may have heard the acronym PPC. But what the heck does it mean? PPC, or pay-per-click, is a way to buy listings/ad spaces placed within relevant search results. Paid listings will show up on search engine result pages (SERPs). Money goes to the search engines every time someone clicks on a PPC ad. When incorporating PPC into a company’s online marketing budget, each keyword is auctioned, so the company must decide how much of their PPC spending would go toward each keyword they wish to target. The question you should ask yourself ... Read More
  • Off-Site SEO: Thinking Outside the Website

    While it's true that your website will be a great tool for your online success, there is this thing called off-site SEO, which is just as important. This includes any effort that increases brand awareness outside of your website. The examples of off-site SEO below will help drive traffic both to your website and physical store: Local Listings Listings on websites like Google, Yahoo, Yelp and Yellow Pages will help your audience find you. Often, when someone is looking to go shopping, they pull out their phone and search for what is nearby. Having a Google listing will put ... Read More
  • SEO: The Importance of Blogging

    Of all the ways to include fresh content on a website, blogs are the most under-valued. Unfortunately in many cases in the casual furniture world, they are non-existent. But, here are ways to utilize a blog, whether you're an outdoor furniture manufacturer or retailer. Search engines have a long list of items they take into account when determining the relevance of a specific website. In fact, the exhaustive list has over 200 different web elements. One of them is the use of fresh content, and updates to your website. Blog posts can do both of these things for you ... Read More
  • How videos transform your online marketing

    Perhaps more than anything else, videos have the power to transform your digital marketing strategy. According to HubSpot, putting a video in an email leads to 200-300% increase in click-through rate, a video on a landing page increases conversions by 80%, and mobile consumption on YouTube rises 100% every year. And videos don’t just build engagement. They also break up web pages and give eyes a breather. And they provide easily shareable content that can go viral. Sharing content with your audience keeps you on their minds—and that proves to be handy come buying time. The more educated ... Read More
  • SEO: Using URL Redirection

    You've probably had this happen: You click on a link on a website and instead of taking you to the site you clicked on, it sends you somewhere different, often with a warning that you're being sent to a different website. So what's that about? It's a process called URL redirection. But before we get into the "why" and "how" let's clearly define what that is. According to Moz, "A redirect is a way to send both users and search engines to a different URL from the one they originally requested." As an example, a ... Read More
  • Is Your Website User-Friendly?

    We've all been there: You go to a website, looking for specific information, and can't seem to find what you're looking for. More often than not, the problem is that this information is in part of the website that is either 1) hard to find or 2) buried deep within the infrastructure of the site. Here's a great example: The other day I was looking up the contact information of an outdoor furniture manufacturer. I searched the website and couldn't find it anywhere. So I did a general Google search, which brought up their Google ... Read More
  • Online Marketing: Optimizing Your Images

    When it comes to online marketing, the best practice is search engine optimization, and there are a lot of things to consider to boost your rankings—especially images. Since each page can have its own ranking—instead of a single ranking for your whole website—when optimizing an individual web page, be sure to have at least one image per page to break up the text. It's also a clever way to improve the rankings of each individual page. The following are steps to optimize your images and improve your SEO: Naming Your Image Give your image a name ... Read More
  • SEO: How fake information can hurt you

    Last year, an oh-so-21st-century controversy erupted after the election. The source of the dispute? An epidemic of fake news stories that were shared again and again on social media, so much that they were even rumored to have affected the outcome of the election. Whether this is true or not, false and/or exaggerated information can be harmful, especially in regard to your SEO efforts. Providing fake anything will have its consequences. It goes without saying that if your audience members catch you purposely putting out fake data, company information or sales figures, they're going to lose trust in ... Read More
  • SEO: 5 Things Not to Do

    I spend a lot of time talking about what outdoor retailers should do to increase their rankings on Google and other search engines. But sometimes it’s helpful to know what you shouldn't do. Knowing SEO no-nos can help you avoid mistakes and improve your rankings. Here are the top five to avoid: 5. Keyword Stuffing Keyword stuffing is a definite no-no. This is the practice of using the same keyword over and over, to the point of sounding unnatural and even robotic. It once was popular when search engines were not quite so sophisticated, but Google and Bing ... Read More
  • Hyperlinks improve web content

    hy·per·link: A link from a hypertext file or document to another location or file, typically activated by clicking on a highlighted word or image on the screen. Hyperlinking allows for crawling and indexing—thus potentially increasing your rankings within search engines. Like most elements of Search Engine Optimization (SEO), proper hyperlinking practices have changed. The methods of yesterday don't seem to apply anymore, so what is the best way to hyperlink correctly? Past: It didn't matter which words were used as the link (also known as the anchor text). Now: That isn't true anymore. While ... Read More
  • Local Optimization: Focus SEO Efforts

    In my previous blog post, I briefly talked about optimizing locally. The difference from normal page optimization isn't overtly obvious, but some key changes in the approach can help outdoor retailers focus on their targeted areas. Here's an example of local optimization that we can all relate to: Say you're hungry and want to eat at a restaurant you've never been to before. Typically, the first step is to look up information about that restaurant, and the first things you’ll want to know are usually: 1) the telephone number, 2) a location, 3) hours and ... Read More
  • Top 10 Countdown: Prioritize Your SEO Efforts

    Some of the most common questions I hear are, "How do search results work?" or "How do search engines prioritize results?" There is a lot that goes into it; so much that I had to hunt down this blog post by Backlinko on all 200 ranking factors. That’s a lot. And to be frank, it won't be possible to control all 200 of them, since some of the factors depend on others. So, here’s a Top 10 Countdown of factors outdoor furniture retailers can focus on to easily improve their rankings. #10 - Editing Title Tags This step ... Read More