Search marketing shines a new light

A strong mix of paid and natural search brightens the relaunch of LightsOnline.com.

Paul Demery

Relaunching a retail e-commerce site is never easy, especially for a niche retailer competing against larger rivals. But with the right mix of paid search and search engine optimization strategies, a niche retailer can build and maintain a strong position in its market, says Jon Eggleton, the director of e-commerce at LightsOnline.com.

At the Internet Retailer Conference & Exhibition 2011, he will discuss how search engine marketing was crucial in the successful relaunch of the lighting products retailer’s e-commerce site in a session entitled “David vs. Goliath in the search marketing arena,” scheduled for 3 to 3:30 p.m. on June 15. He will speak with Belinda North, co-founder and president of SophiaStyle.com.

“I’ll be sharing, in a case-study format, how search engine marketing played a vital role in the relaunch of LightsOnline.com, including what worked and what didn’t,” Eggleton says. “I’ll also be talking about the relationship between search engine optimization and pay-per-click paid search marketing, and how the two tied together for us.”

Search engine optimization, or SEO, is the process of peppering a web site with relevant and useful keywords and links that help to get a site ranked higher by search engines.

Eggleton adds that an effective search marketing strategy is key to the success of niche retailers that may have limited marketing and branding budgets while competing against larger rivals. “This topic is critical for niche retailers,” he says, “as search engine marketing is a cornerstone of any customer acquisition strategy, particularly when there is little budget for branding efforts.”

Eggleton joined Atlanta-based Progressive Lighting Inc. in 2009 to build a new e-commerce brand for the 45-year-old company. An e-commerce veteran, Eggleton has held management roles with Internet Retailer Top 500 brands including OfficeMax.com, Things Remembered, HSN.com, and American Greetings Interactive in his 13 years in the interactive industry. He has extensive experience in online marketing, as well as online merchandising, brand development, usability, business development and customer service management.

Internet Retailer’s editors asked Eggleton to speak because of his strong insight in effective online marketing strategies based on his years of experience with multiple retailers.



Belinda North, branding, Internet Retailer Conference & Exhibition 2011, IRCE 2011, Jon Eggleton, niche retailer, Progressive Lighting, search engine marketing, search engine optimization, SEM, SEO