- According to the passage, Google's Hummingbird update emphasized more creative content for search rankings and listings, raising the question of whether a logical e-commerce site structure would suffer and if there is an art to restructuring creatively. - The passage recommends rewriting pages like "About Us" and "Home" to be more interesting and adding creative blog posts related to products to adjust to popular ways of accessing sites today. - It also suggests employing creative writers if needed, targeting specific local interests, using various media like photos and mobile apps, and advertising during slow sales times to secure future bookings.

1. Is There an Art to E-Commerce?
According to scientists, some of us are
left-brain oriented and some right-brain
oriented. One part is credited with
creative activity while the other is
responsible for logical activity.
Additionally, each of us is either more
one side than the other which accounts
for engineers and artists developing
answers to the same problem, in
completely different manners.
According to Wesley Yuhn at Media Oasis, ever since Google launched Hummingbird, the
directive to use more creative content has taken to the forefront for ranking and listing purposes.
Does this mean that your logical methodology of describing products and services on your e-
commerce site will suffer and if so, is there an art to structuring your site without starting from
scratch?
The Answer to a Better E-commerce Site
Wesley Yuhn states you don’t have to start over from the beginning, but rather start creating
replacement pages and adding pages that you have not previously used.
• Rewrite and update your “about us” page first making it more interesting to read--ending
with a call-to-action to download your website app, sign up for emails when specific
products go on sale or for notices of eBooks that explain in full detail the way that some
of your products are helping others.
• Second, rewrite your “Home Page” to reflect that you are going to be taking random
surveys over the next year and would like customers to volunteer to answer them, explain
in a story scheme what some of your newer products do and why you are offering them.

2. • Finally, add blog articles that relate to some of your items – try to avoid the “how to”
type and go for more of a creative article that is just fun or silly and is not a sales pitch.
For example, Wesley Yuhn suggests, if you sell Diabetic Prescription Vitamin
Supplements such as “Zinc”, write an article that goes something like “Z is for zebras
who don’t have diabetes”, “I is for Island where you could live if you didn’t need meds”,
ect.
• If you tend to be the more logical person, you can always employ a creative type to write
articles, advertising and videos about your products.
• Know your target market. If your business mainly caters to local customers, focus your
marketing on the zip code or area code of your business. Next, address your articles to
things that people in your area are interested in and that simultaneously relate in some
way to one of your products or services.
• Using every form of media available is not necessarily the right answer. You can still
pick and choose. That said, you should use photographs, articles, mobile apps, click2call
advertising on mobile, emails and blogs at the minimum. If you have a national or
international product market, using Facebook, LinkedIn, Twitter and Pinterest are all
assets worth considering.
Per Wesley Yuhn Tampa, Florida, if your advertising budget is limited because of the size of
your business, advertise during the down times in your sales stats. For example, for vacation
homes at the beach, advertising in the winter – especially at holidays – offering discount rates for
those who book before Christmas is a great way to secure bookings for the summer.
Push it out as a great present for Christmas or Chanukah and extend the booking dates to
February or March instead of just the summer.
If there is an art to e-commerce, it’s in the way that you adjust to the most popular ways of
accessing sites today instead of getting stuck in a comfortable, but unproductive, method.