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EZ UP CANADA - 3 Words that make a huge difference

I recently took on a new project for SoftSigns.com, a Canadian distributor for the EZ UP brand.  One of the first conversations I had with the president of the company was around the keywords that may be important to his target market. In other words what key word phrases were potential customers looking for when they were searching for products he carries?

He had some thoughts, as did some of his key employees. In addition to writing down there thoughts we ran a key word search to see what terms were actually being searched in Canada. While they were ranked well for EZ UP Ontario and various other key word phrases they weren’t showing up for EZ UP Canada.  

For this particular product line EZ UP Canada is the most searched key word, approximately 300 searches get done on a weekly basis for EZ UP Canada and most of them are done by potential customers looking to find a Canadian distributor of this iconic brand. This one key word phrase represents a huge opportunity for SoftSigns.com.

Our goal is ensure that when potential customers Google - EZ UP Canada the search engine returns our client as one of the top listings.

The small investment required to rank well for this key word will easily be recouped in additional sales.

Let me know if you want advice on keywords for your company. 


 
A story of User Experience.... Starbucks Canada: Why don't you have a free Wifi service that is easy to log into?

I have been to Starbucks locations all around the world (Asia, Europe, Australia, North America), and over a thousand times (although I haven’t counted I will assume an average of 3 times per week for 10 years = 3*52*10 = 1,560 times). Given this fact, I have the right to write this blog.

Over the past few months, I have been deliberately returning to coffee shops other than Starbucks. The reason is that I prefer to go to places that have easily accessible (i.e. easy login process – code posted on the wall) and free WiFi. And believe it or not, Starbucks Canada, where I live, does not provide easily accessible, free WiFi service to its customers. My user experience at Starbucks has been hampered.    Granted you can log into their “hotspot” WiFi, but you have to pay, or have to be a customer of a certain telecommunications provider.  So, in my view, that is not an easy log-in process, and excludes the majority of us.

This is not a boycott. I am not stating that I will not go to Starbucks.

But I am saying that I will go to Starbucks less frequently, due to the fact that Starbucks Canada is not providing this service that has HUGE VALUE, and that, in my understanding, COSTS VERY LITTLE TO PROVIDE.

Some small things like this might destroy a smaller competitor, and they won’t realize until it’s too late. Fortunately for Starbucks, that likely will not be the case.

If I have a choice between a coffee shop that has easily accessible and free WiFi service, and one that doesn’t, I will choose the one that does. And I’m sure that I am not the only one.

THE BOTTOM LINE: In businesses across the globe, there are opportunities to do many seemingly little things, at small costs, that greatly enhance the user experience. I will take this as a learning experience to both my clients and to my own businesses.


 
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