Definition
Digital Share Cropping is when businesses and creators heavily use third-party platforms to distribute content. While these platforms offer broad reach and tools, they also bring risks like sudden algorithmDefinition The SEO algorithm includes rules and calculations... changes or shutdowns. This approach can boost visibility but also create dependency issues in SEO.
How you can use
Consider a small business that sells handmade crafts. Initially, the business relies heavily on platforms like Etsy, Instagram, and Facebook to market and sell its products. These platforms provide immediate access to a broad audienceDefinition The term "Audience" refers to the group of indivi... without the need for significant upfront investment in building a website.
- Etsy Shop: The business sets up an Etsy shop to take advantage of the platform’s established marketplace and large user base. This brings in initial sales and helps build a customer base.
- Social MediaWhat is Social Media? Social media refers to online platform... Marketing: The business uses Instagram and Facebook to showcase products, run promotions, and engage with customersDefinition Customers, in the context of SEO, refer to indivi.... These platforms drive trafficDefinition In the context of SEO (Search Engine Optimisation... to the Etsy shop and generate brand awarenessDefinition Brand awareness in social media marketing is the ....
However, to mitigate the risks associated with Digital Share Cropping, the business decides to develop its own online store:
- Building an Owned Website: The business creates a website using platforms like Shopify or WooCommerce. This site serves as the central hub for their products, content, and customer interactions.
- SEO Optimization: The website is optimized for search engines using relevant keywordsDefinition Keywords are crucial for SEO success as they conn..., high-quality images, and detailed product descriptions. The business also starts a blog to share crafting tips and stories, which helps improve organic searchDefinition Organic search is the term for the organic, free ... rankings.
- Diversifying TrafficDefinition In the context of SEO (Search Engine Optimisation... Sources: While continuing to use Etsy and social mediaWhat is Social Media? Social media refers to online platform..., the business also focuses on driving trafficDefinition In the context of SEO (Search Engine Optimisation... to its own site through SEO, email marketingDefinition Email marketing utilises emails to promote produc..., and collaborations with influencersDefinition Influencers are individuals with the power to aff... and other websites.
Calculations and Formulas:
To evaluate the effectiveness of diversifying away from Digital Share Cropping, the business can use various metricsWhat are Metrics in the context of SEO? Metrics in SEO refer... and calculations:
- Referral TrafficDefinition Referral traffic refers to visitors who arrive at...: Measure the percentage of website trafficDefinition In the context of SEO (Search Engine Optimisation... coming from third-party platforms versus direct trafficDefinition In the context of SEO (Search Engine Optimisation... to the owned site.
Referral Traffic Percentage = (Traffic from Third-Party Platforms / Total TrafficDefinition In the context of SEO (Search Engine Optimisation...)×100
Referral Traffic Percentage = (Total TrafficDefinition In the context of SEO (Search Engine Optimisation... / Traffic from Third-Party Platforms)×100
- Revenue Diversification: Compare revenue generated from third-party platforms with revenue from the owned site.
Revenue Diversification Ratio = Revenue from Owned Site / Total Revenue
Revenue Diversification Ratio =Total Revenue / Revenue from Owned Site
- Customer Retention Rate: Measure how many customersDefinition Customers, in the context of SEO, refer to indivi... return to the owned site after their initial purchase through third-party platforms.
Customer Retention Rate = (Returning CustomersDefinition Customers, in the context of SEO, refer to indivi... / Total CustomersDefinition Customers, in the context of SEO, refer to indivi...)×100
Customer Retention Rate = (Total CustomersDefinition Customers, in the context of SEO, refer to indivi... / Returning Customers)×100
Key Takeaways
- Control Risks: Relying too heavily on third-party platforms can be risky due to potential policy changes and platform shutdowns.
- Own Your Platform: Building your own website provides more control and stability for your business.
- SEO Benefits: An owned website allows for better SEO optimization, improving organic searchDefinition Organic search is the term for the organic, free ... rankings and visibility.
- Diversify TrafficDefinition In the context of SEO (Search Engine Optimisation... Sources: Use third-party platforms to drive trafficDefinition In the context of SEO (Search Engine Optimisation..., but focus on converting that trafficDefinition In the context of SEO (Search Engine Optimisation... to your own site.
- Long-Term Strategy: Investing in an owned platform ensures long-term sustainability and reduces dependency on external platforms.
FAQs
What is Digital Share Cropping?
Digital Share Cropping refers to relying heavily on third-party platforms for publishing and promoting content, which poses risks due to lack of control over these platforms.
Why is Digital Share Cropping risky?
It's risky because platform policies, algorithms, or even the platforms themselves can change or shut down, affecting your business's digital presence.
How can I mitigate the risks of Digital Share Cropping?
Build and optimize your own website, diversify your trafficDefinition In the context of SEO (Search Engine Optimisation... sources, and use third-party platforms as supplementary channelsDefinition Channels in the context of SEO refer to the vario... rather than primary ones.
What are the benefits of owning my platform?
Owning your platform gives you full control over your content, better SEO opportunities, and stability, reducing dependency on external platforms.
How does Digital Share Cropping impact SEO?
While third-party platforms can drive trafficDefinition In the context of SEO (Search Engine Optimisation..., over-reliance can hinder your SEO strategy. An owned website allows for better SEO optimization and sustained growth.
Can I still use third-party platforms if I own my site?
Yes, use them to drive trafficDefinition In the context of SEO (Search Engine Optimisation... to your own site but focus on converting visitors into direct customersDefinition Customers, in the context of SEO, refer to indivi... on your platform.
What metrics should I track to measure the impact of Digital Share Cropping?
Track referral trafficDefinition Referral traffic refers to visitors who arrive at..., revenue diversification, and customer retention rate to evaluate the effectiveness of your strategy.
How can I drive traffic to my owned site?
Use SEO optimization, content marketingDefinition Content marketing strategically creates and share..., email marketingDefinition Email marketing utilises emails to promote produc..., and collaborations with influencersDefinition Influencers are individuals with the power to aff... and other websites to drive trafficDefinition In the context of SEO (Search Engine Optimisation....
What is the role of SEO in Digital Share Cropping?
SEO helps improve the visibility and ranking of your owned site, driving organic trafficDefinition In the context of SEO (Search Engine Optimisation... and reducing dependency on third-party platforms.
How do I balance using third-party platforms and my own site?
Use third-party platforms to reach a broader audienceDefinition The term "Audience" refers to the group of indivi... but prioritize building and optimizing your own site for long-term sustainability and control.
