{"id":29022,"date":"2017-10-11T11:35:57","date_gmt":"2017-10-11T15:35:57","guid":{"rendered":"https:\/\/www.glensfalls.com\/glensfallsbusinessjournal\/?p=29022"},"modified":"2017-10-11T14:14:40","modified_gmt":"2017-10-11T18:14:40","slug":"ecommerce-websites-need-aware-regulations-american-disabilities-act","status":"publish","type":"post","link":"https:\/\/www.glensfalls.com\/glensfallsbusinessjournal\/2017\/10\/ecommerce-websites-need-aware-regulations-american-disabilities-act\/","title":{"rendered":"Ecommerce Websites Need To Be Aware Of Regulations In American Disabilities Act"},"content":{"rendered":"
\"\"
Sara Mannix is the owner of Mannix Marketing in Glens Falls.<\/figcaption><\/figure>\n

By Jill Nagy<\/p>\n

\u201cGoogle, look at me,\u201d is the name of the game for ecommerce merchants, experts say.<\/span><\/p>\n

More commonly known as search engine optimization, marketing techniques are utilized help a website come up at or near the top of a list of search results on search engines like Google.\u00a0 \u00a0<\/span><\/span><\/p>\n

One way to get there is to tag the products on the site with proper schema coding, advised Sara Mannix of Mannix Marketing in Glens Falls. The tags allow a search engine to identify a product, down to the actual make and model. <\/span><\/p>\n

The engines recognize the tags for the same reason the U.S. Postal Service recognizes zip codes: they designed them.<\/span><\/p>\n

A tag can also identify a more general class of product, such as men\u2019s\u00a0 <\/span>sweaters, as well as specific items, such as men\u2019s blue sweaters, size medium, in a specific price range.<\/span><\/p>\n

She also recommends setting out \u201cbread crumbs\u201d to lead to the product in question\u2014for example, clothing to menswear to sweaters to blue, size medium.<\/span><\/p>\n

Other experts recommend listing a business with directories, everything from the local chamber of commerce to yelp. There are 70 or so of those sites and Google checks them all, looking for companies that are widely listed. This is especially important for brick and mortar stores attempting to attract customers.<\/span><\/p>\n

Search engine optimization, \u201calthough not new, is truly one of the most integral aspect of marketing in ecommerce,\u201d Mannix said. Today it\u2019s important today to accompanying a website with a \u201cvibrant social media presence, a high quality blog, a great PR campaign\u201d and continually upgrading the website itself.<\/span><\/p>\n

Mannix marketing is mainly engaged in digital marketing, i.e., helping businesses sell their products or services online to other businesses, such as an accounting firm offering its services to other companies. She defines ecommerce as selling physical products on line and said that there is very little of that in this area; most ecommerce is carried on by large businesses, like Amazon.<\/span><\/p>\n

A new concern Mannix raised is compliance with the Americans with Disabilities Act. She recounted a lawsuit last summer in which WinnDixie, a grocery supermarket chain, lost a lawsuit claiming that the company\u2019s website failed to comply with the law.<\/span><\/p>\n

\u201cThe lawsuit claimed that the store needed to make the same accommodations as a brick and mortar store,\u201d Mannix said, and warned people selling\u00a0 <\/span>online that \u201cNow is the time to make your site ADA compliant or risk a lawsuit.\u201d<\/span><\/p>\n

She noted that relevant regulations will not be published until 2018 and the federal courts are split, with the circuit that includes New York state tending to side with plaintiffs. <\/span><\/p>\n

Requirements for ADA compliance concern such things as making tags accessible to assistive devices and providing benchmarks to guide such devices in finding and converting text and illustrations on a website. A number of online companies have developed programs to assess and improve ADA compliance.<\/span><\/p>\n

Mannix and other experts also urge online businesses to keep in touch with the people who visit their site. One option she suggests is to add \u201clive chat\u201d to a website to provide informal communication.<\/span><\/p>\n

It is also important to have a message on several platforms. \u201cMore people are shopping on mobile devices than ever before,\u201d she said, \u201cYet, the majority of purchases are made on desktop machines,\u201d so it is important for a message to follow the shopper from telephone to computer. Also critical, is responding to comments and reviews.<\/span><\/p>\n

In short, important in the commerce and digital marketing worlds is to get noticed and hold the attention of potential purchasers, and companies such as Mannix Marketing are ready to help meet those requirements.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

By Jill Nagy \u201cGoogle, look at me,\u201d is the name of the game for ecommerce merchants, experts say. More commonly known as search engine optimization, marketing techniques are utilized help a website come up at or near the top of a list of search results on search engines like Google.\u00a0 \u00a0 One way to get […]<\/p>\n","protected":false},"author":89,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42],"tags":[],"yoast_head":"\r\nEcommerce Websites Need To Be Aware Of Regulations In American Disabilities Act - Glens Falls Business Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.glensfalls.com\/glensfallsbusinessjournal\/2017\/10\/ecommerce-websites-need-aware-regulations-american-disabilities-act\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Ecommerce Websites Need To Be Aware Of Regulations In American Disabilities Act - Glens Falls Business Journal\" \/>\r\n<meta property=\"og:description\" content=\"By Jill Nagy \u201cGoogle, look at me,\u201d is the name of the game for ecommerce merchants, experts say. 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