With the online marketplace growing at such a rapid pace, e-tailers are faced with a myriad of challenges as the environment grows and adapts to new technologies, consumer behaviors and algorithms from companies like Google. If e-tailers are to succeed in today’s online market, they must capitalize on these opportunities to win over new customers and to keep existing ones. Google AdWords – Many e-tailers rely on search engine marketing to drive traffic to their sites, but running ads without testing and optimization can be a huge expense. In order to increase and maximize ROI, e-tailers must continuously evaluate the keywords that are used in the body copy and headlines of ads. Since the success of these ads is based 100% on consumer trends, having analytics is not enough; Analytics must be interpreted in order to draw conclusions and determine how current efforts should be modified. Google+ – Although some business owners consider Google+ to still be in the early phases of adoption, Google+ is actually the 2nd most popular social network (ahead of Twitter and second only to Facebook). The reason why it’s important that businesses pay attention to what’s going on with Google+ is simple – the network is Google owned, which means a legitimate Google+ page can actually help improve campaign performance of Google AdWords. On the flip side, businesses who haven’t claimed their Google+ page, or who have a page with outdated or incorrect information are losing out. (The same can be said of other Google tools like maps and local search) SEO content – Whereas years ago, e-tailers would push out SEO content to be read by search engines, today, Google looks to genuine authentic value-added content that will be read and used by end-users. E-tailers with blogs and involvement on sites like Pinterest are reaping Google benefits with their fresh content, which can help to elevate the site’s relevance and ranking. Optimizing an e-tail site for Google is both an art and a science – one that requires the know-how and expertise, and one who can help your business to capitalize on the opportunities.With the online marketplace growing at such a rapid pace, e-tailers are faced with a myriad of challenges as the environment grows and adapts to new technologies, consumer behaviors and algorithms from companies like Google. If e-tailers are to succeed in today’s online market, they must capitalize on these opportunities to win over new customers and to keep existing ones. Google AdWords – Many e-tailers rely on search engine marketing to drive traffic to their sites, but running ads without testing and optimization can be a huge expense. In order to increase and maximize ROI, e-tailers must continuously evaluate the keywords that are used in the body copy and headlines of ads. Since the success of these ads is based 100% on consumer trends, having analytics is not enough; Analytics must be interpreted in order to draw conclusions and determine how current efforts should be modified. Google+ – Although some business owners consider Google+ to still be in the early phases of adoption, Google+ is actually the 2nd most popular social network (ahead of Twitter and second only to Facebook). The reason why it’s important that businesses pay attention to what’s going on with Google+ is simple – the network is Google owned, which means a legitimate Google+ page can actually help improve campaign performance of Google AdWords. On the flip side, businesses who haven’t claimed their Google+ page, or who have a page with outdated or incorrect information are losing out. (The same can be said of other Google tools like maps and local search) SEO content – Whereas years ago, e-tailers would push out SEO content to be read by search engines, today, Google looks to genuine authentic value-added content that will be read and used by end-users. E-tailers with blogs and involvement on sites like Pinterest are reaping Google benefits with their fresh content, which can help to elevate the site’s relevance and ranking. Optimizing an e-tail site for Google is both an art and a science – one that requires the know-how and expertise, and one who can help your business to capitalize on the opportunities.