SEO
E-handelsmarknadsföring 101: Hur man maximerar försäljningen
Marketing is one of the most important skills to learn as an e-commerce store owner. By learning marketing, you’ll always have a steady stream of new customers.
Plus, knowing the basics of marketing can get you ahead of the competition, and it’s valuable to have a base understanding if you ever hire marketing roles for your company.
In this guide, I share the five main marketing channels and how to use them, plus a few marketing tips to help you earn more and spend less.
There are five main channels you can use to promote your products. They are:
- Search engines
- Social media sites
- Email inboxes
- Display ads
- Brand affiliates
Let’s talk about how you can use each of these channels in your e-commerce marketing plan.
1. Search engine marketing (SEM)
Sökmotormarknadsföring covers both organic and paid traffic from search engines like Google.
Both are important. Take Solo Stove, for example. Its online store gets over 300,000 organic visits from Google every month—plus an additional ~28,000 monthly visits from paid ads:
Sökmotoroptimering (SEO)
In order to show up organically on the first page of Google’s search results, you need to learn and implement search engine optimization practices on your website.
This includes things like:
- Figuring out what keywords people are searching for to find your products.
- Aligning with the sökavsikt of the query.
- Getting other websites to link to your website (aka backlinks).
- And more.
I’ll discuss these steps in more detail in the “tips” section below. For now, if you want to learn more, check out our complete guide to e-commerce SEO.
Paid search ads
You can pay to “skip the line” and show up at the top of Google’s search results. This is called pay-per-click (PPC) advertising, and it’s a great complement to your SEO efforts. PPC ads are a quick and easy (albeit sometimes expensive) way to get in front of your target audience.
Here’s a chart explaining why you should utilize both PPC and SEO:
What does this look like? You’ve probably seen ads like these, annotated with the word “Sponsored” next to them:
You can run Google Ads by creating an account, choosing the page you want to send visitors to, writing up various headlines and description ad copy, and selecting keywords to be displayed for.
But there’s quite a bit more to it than that—it takes time and money to learn what works. Check out our guide to Google Ads basics för att starta.
2. Social media marketing
Probably the most obvious place to market your e-commerce store is on the many social media apps.
Again, with Solo Stove as an example—it uses both organic and paid marknadsföring i sociala medier and has been able to gain over half a million TikTok followers, 347,000 Instagram followers, and almost 300,000 Facebook followers.
Let’s take a look at how you can do the same:
Organic social media marketing
Growing an organic following on social media is a great way to get your brand and products in front of people without spending a ton of money. However, it’s also a lot of work—especially if you plan on growing multiple channels.
If you’re not sure which channel(s) to use, a good starting point is SparkToro. You can type in a product keyword like “mens boots,” and it’ll show you social stats of relevant accounts:
From here, if you hover over the social media icons, you can see the individual channel statistics. This tells you which channels brands have the most followers on, which can be a hint on which channels are most effective for them.
Use this data to decide which channels you should invest your time in first. From there, check out this list of resources to learn more about how to grow your accounts.
Paid social media advertising
The other side of the coin is social media PPC ads. You can use ads to drive immediate sales—but at a cost. There’s a steep learning curve to maximizing sales while minimizing ad costs.
That said, one of the easiest ways to run a successful social media ad is through retargeting customers who abandon carts. This works by putting a browser cookie on a visitor who adds an item to their cart but doesn’t check out, then using that cookie to show them ads on social media of the item they left in their cart.
Again, Solo Stove does this well. I added this heat deflector to my cart…
… then almost immediately saw this ad on my Facebook feed after leaving its site without buying:
There’s a lot more you can do with these ads, though. Check out Mayple’s guide to social media advertising att lära sig mer.
3. Email marketing
Email newsletters are typically one of the highest-converting traffic sources for e-commerce stores. This is because your email list, if done well, will be full of people who know who you are and have an active interest in your brand. That said, you need traffic to grow an email list, so it doesn’t make a good stand-alone marketing channel.
There are many ways to grow an email list, Inklusive:
- Email opt-in forms on your site offering a discount or free information.
- Collecting your customer’s emails when they make a purchase (with their permission, of course).
- Running a giveaway for your products.
Once you have an email list, you can send them product updates, content from your blog, clearance sales, etc.
Here’s an example from clothing brand Off The Grid, which uses its newsletter to give tips on how to get the most out of its clothes:
Just make sure you keep your list engaged by deleting inactive subscribers every three to six months and avoid sending too many emails. Your list is one of your biggest assets, so take care of it.
4. Display ads
Have you ever been bombarded by display ads on every website you visit after looking at an online store but leaving without buying anything?
This is because the online store you visited placed a cookie in your browser that allowed it to “retarget” you with display ads across any websites that run these retargeting ads. What I already showed in the “social media ads” section above was a retargeting ad too.
It’s been found that it takes anywhere from 28–62 (or more) “touchpoints” to make a sale.
A “touchpoint” is any time a potential customer is shown a brand, either through an ad or by visiting your website or social media channel. Every time they see your brand or product, that’s one touchpoint.
That’s what makes these retargeting ads so effective. You can get multiple touchpoints of your product at a relatively low price compared to traditional PPC ads.
The catch is that you can only show retargeting ads to people who have either visited your website and allowed the cookie in their browser settings, or to people in your email list.
HubSpot has an excellent beginner’s guide to retargeting if you want to learn more.
You can also run general display ads, which are suitable for making people aware of your brand and products. You can use them to get people to your site, then run retargeting ads to those people who visited your initial ad but didn’t purchase.
For example, Advance Auto Parts paid to show me these display ads across various blogs even though I haven’t visited its site before:
Kolla upp Google Display Ads if that’s something you’re interested in.
5. Affiliate marketing
Affiliate marknadsföring is where someone promotes your product or service and makes a commission any time they send you a sale.
This typically works by giving your affiliate a unique ID that they include in their URL when they link to your website. It might look like this:
https://www.yourdomain.com/your-product?ref=UniqueAffiliateID
When a customer makes a sale through the URL with the unique affiliate ID attached, your affiliate program will attribute that sale to that particular affiliate so you can pay them their percent of the income.
For example, Solo Stove has an affiliate program, and I used to promote it in my articles and videos, like this blog post and YouTube video review:
To learn more about setting up an affiliate program for your e-commerce store, see this guide.
Now that you know where to promote your products, here are a few tips to help you maximize your sales and minimize your marketing costs:
1. Don’t compete solely on price
Above all, never get into a price war. You will never be able to compete with giant brands on price. They can afford to lose money until you’re long out of business.
Instead, compete on things like quality, customer service, experience, and value.
Make sure the entire experience of finding your brand and buying from you is seamless and easy. And use your marketing to educate and entertain, not just to promote your product. If you offer people something of value first, they will be more likely to buy, even at a higher price point.
For example, Squatty Potty both informs and entertains in what is arguably one of the best ads ever made:
Or, back to Solo Stove, it makes videos that teach you the best way to use its products:
2. Don’t offer big discounts
Offering discounts may be an easy way to make a quick buck. But in doing so, you may be shooting yourself in the foot. By offering frequent discounts, people may come to expect your discounts and won’t buy your products at full price because they know discounts are coming.
3. Begin with keyword research
Search engines can be a lucrative source of free marketing if you’re able to rank highly on them. But SEO can take years—especially for a beginner.
That’s why it’s best to do some sökordsforskning to figure out what your customers are searching for so you can start optimizing your site right away. (You’ll thank me in two years.)
You can do this with Ahrefs’ free keyword generator tool. Type in a broad keyword that describes your products, and the tool will spit out keyword ideas with some basic data:
Keep in mind that you’ll want to find different keywords for different purposes.
For example, “brown leather boots” may be a good keyword for your category page, while your product pages may be better served with more specific keywords like “brown leather ugg boots” or “womens brown leather knee high boots.”
Basically, use broad keywords for category pages and specific keywords for product pages. Again, refer to our e-commerce SEO guide att lära sig mer.
4. Optimize your website for search and conversions
Continuing from the last tip, you should take the keyword research you did and optimize your category and product pages for their best keywords.
This is called on-page SEO, and it involves:
- Talking about your target keyword in your title, URL, and within the page itself.
- Writing a compelling title tag and description to make your result stand out on the SERPs.
- Optimizing your images to load fast and have descriptive filenames and alt text.
- Inklusive interna länkar mellan dina sidor för att göra dem lätta att hitta.
Det är lite mer som spelar in, så läs vår SEO-guide på sidan att lära sig mer.
Utöver SEO bör du också optimera din webbplats för konverteringar. När allt kommer omkring vill du inte lägga all denna tid och pengar på marknadsföring bara för att förlora försäljning, eller hur?
Konverteringsfrekvensoptimering (CRO) inkluderar saker som att använda bilder av hög kvalitet, effektiv copywriting och ren webbdesign med minimala distraktioner. Jag rekommenderar starkt att gå igenom Shopifys CRO-guide.
5. Starta en blogg
Att ha en fantastisk produkt och effektiva annonser kan bara ta dig så långt. Om du vill använda organiska marknadsföringskanaler som sociala medier, sökmotorer och nyhetsbrev måste du erbjuda mer än bara annonser för dina produkter.
Det är där innehållet kommer in.
Foton, videor och blogginlägg ger dig möjligheten att fånga kunder i olika skeden av marknadsföringstratt som du annars inte skulle ha sålt till.
Så här kan det se ut och vad folk kan söka efter i varje steg:
Låt oss säga att du äger en skoaffär. En potentiell kund har ett problem; de behöver ett par bra vattentäta skor som är funktionella men som också ser bra ut. Så de gör en Google-sökning efter "snygga vattentäta skor för män" (stadiet "tjänst eller produkt").
Resultaten är inte skoaffärer. De är alla bloggar som pratar om skor:
Det är möjligt för dig att skriva ett eget blogginlägg med målet att ranka bra för det sökordet och marknadsföra dina egna skor. Du kan också använda den artikeln som innehåll för att lägga till i ditt nyhetsbrev för e-post och sociala medier.
Proffstips
Utöka den här idén för andra problem som potentiella kunder kan ha, som att lära sig olika sätt att knyta skor eller idéer på kläder som kan passa till dina skor. Du begränsas bara av din kreativitet.
Kolla upp min guide till e-handelsbloggning att lära sig mer.
6. Skapa videoinnehåll
Videoinnehåll blir allt viktigare. Om du vill göra bra ifrån dig på TikTok, Instagram, YouTube och till och med Facebook måste du göra videor. Dessutom många av de SERPs innehåller nu videoresultat förutom bloggsidor.
Till exempel lyckas vi ranka för sökordet "lär dig seo" med både ett blogginlägg och en YouTube-video:
Vi skrev a fullständig guide till video SEO om du vill lära dig hur vi gjorde det.
Men vilken typ av videor ska du skapa?
Det beror på din målgrupp, plattformen och din produkt. I allmänhet gör kortare videor bättre än långa, som denna femsekunders TikTok av Guess som fick över 800 000 visningar:
Naturligtvis finns det många sätt att använda video i din marknadsföringsplan, och det finns gott om plats för längre videor. Kolla upp vår guide till videomarknadsföring att lära sig mer.
7. Gör standardprocedurer
Många av dina marknadsföringsuppgifter kommer att kunna upprepas. Saker som beskriver ditt innehåll, att dela dina inlägg och till och med visa annonser kan alla standardiseras för att göra saker snabbare och enklare.
Det är därför du bör skapa standardprocedurer för dessa uppgifter. En standardoperativ procedur (SOP) är ett dokument som beskriver exakt hur man gör en uppgift steg för steg – ofta med skärmdumpar eller videor – som låter dig lämna över uppgiften till en virtuell assistent för att frigöra din tid och effektivisera processen.
Till exempel har vi en guide för att skapa SEO SOPs. Men du kan skapa en SOP för alla repeterbara uppgifter, som:
- Skapa blogg eller produktbilder.
- Lägga till nya produkter i ditt nyhetsbrev och sociala medier.
- Och så mycket mer.
Här är ett exempel på ett steg i vår SOP för att skapa innehåll på Ahrefs:
Det är enkelt att skapa en SOP. Skapa bara ett Google-dokument och använd rubriker för att organisera din uppgift i steg och lägg till skärmdumpar eller till och med videor för att visa processen. Ju tydligare och mer koncis du kan vara, desto bättre.
Slutgiltiga tankar
Att lära sig e-handelsmarknadsföring är ett säkert sätt att tjäna mycket mer pengar på din webbutik. Det finns mycket att lära, så ta det en sak i taget.
Så småningom bör du sikta på att anlita ett VA- eller marknadsföringsteam för att hjälpa till med dessa uppgifter så att du kan fokusera på andra områden av ditt företag. Att ha en grundläggande förståelse för hur de görs hjälper dig att fatta bra anställningsbeslut.
SEO
What Are SEO Benchmarks, & Which Ones Actually Matter?
To set goals and track and measure your performance in any campaign, you will need key performance indicators (KPIs) and benchmarks.
But with so many KPIs, knowing exactly which ones you should be benchmarking can be challenging. In this article, we will look at which SEO benchmarks matter and why.
Many people usually talk about key performance indicators (KPIs) and benchmarks interchangeably, which can be confusing, especially if you’re new to SEO. Although they do work together, they are not the same.
KPIs are industry statistics you can use to measure performance over time and give insights as to how effective your SEO campaign is.
Benchmarks, however, are KPIs you set as your reference point when building your SEO strategy.
For example, organic traffic is a KPI. But you can use last month’s organic traffic as a benchmark.
SEO benchmarks allow us to have a before and after picture for any particular KPI. This helps us to see how our SEO campaign is progressing and can help us to adjust our strategy if needed.
Benchmarks also allow us to communicate the value of our work to clients.
There are many different KPIs you can measure. And like most things in SEO, which ones you should track will depend on the type of site you’re working on and their individual goals.
However, there are several KPIs that are important for tracking the performance of Allt websites.
Let’s take a look at which KPIs everyone should be benchmarking and why they are important.
Traffic and user experience benchmarks
Driving users to your site is only part of the work.
If a site user has a bad experience, they are likely to leave the site and never return. This is why we not only want to set traffic-related benchmarks but also user experience benchmarks too.
Organic search traffic
This metric shows how many users visit your site from unpaid listings on search engines like Google and Bing. You should be tracking traffic on a monthly basis.
When setting benchmarks, generally speaking, it is advisable to use the last full month’s data and not set it any further back than this, as the goal should always be to outperform your closest benchmark.
However, if seasonality is a factor in your business, it’s advisable to use your best month in the peak season as your ongoing benchmark.
For accuracy, when it comes to organic traffic from Google, it is advisable to check Google Search Console (GSC).
There are a number of discrepancies between GSC and Google Analytics due to how they collect data. But when focusing on organic traffic from Google itself, GSC is considered more accurate.
Head over to Google Search Console and go to Performance > Search results.
In the “Performance” report, you will see four metrics. The first metric, “clicks,” is the number of people who clicked through from the Google search results to your website. This is the number we are interested in.
Below this, you can also see the number of clicks at page level.
If you want to split organic traffic by search engine, you can do this with GA4. Go to Acquisition > Traffic acquisition.
Then you can go to “All Users” and choose “First user source / medium” from the “Audience name” drop-down menu.
Then you can select the organic search channels you want to include from the “Dimension values” drop-down menu. This can be all organic traffic from multiple search engines, or you can set individual benchmarks for each search engine, like Bing or Yahoo.
With these filters applied, you will see your website’s organic traffic for the past month. If you would like to see it broken down at the page level, you can simply go to Engagement > Pages and screens.
Engaged sessions
In GA4, “Bounce rate” has essentially been replaced by “Engaged sessions.” In order for a session to be engaged, it must last longer than 10 seconds, have multiple screen or page views, or result in a conversion.
You can see the number of engaged sessions per user in Engagement > Overview.
Average engagement time
Average engagement time in GA4 is important because, generally speaking, we want users to stay on the site for a longer period of time.
Low engagement time isn’t always a bad thing. It can simply mean the visitor got what they needed fast. If you’re working with a site that monetizes content like an affiliate site, you will want your visitor to click that affiliate link as soon as possible. So take this one with a grain of salt.
However, it can sometimes be an indicator of:
- Low-quality content
- Poor user experience
Overall average engagement time is listed on the “Report snapshot” in GA4.
But you can get a detailed breakdown in Engagement > Pages and screens.
Backlink profile benchmarks
Backlinks are links from another website to a page on your website. They help Google and other search engines understand your content and how authoritative your website is.
The backlinks’ quality, quantity, relevance, authority, and anchor text are among the many ranking factors for Google.
Number of backlinks
You want the number of (quality) links to be growing at a consistent rate. You need backlinks both to rank and maintain your rankings. Benchmarking the number of backlinks your website has will help you to monitor growth as you go forward.
Med Bakåtlänkar rapport i Ahrefs Site Explorer, you can see the total number of links to your website.
You can also see the number of individual referring domains and how they are growing month over month (and compare that against competitors on the same graph).
This is an important thing to benchmark, as there is a strong positive correlation between the number of referring domains and increased organic traffic.
Domänbetyg
Ahrefs' Domain Rating (DR) is a measure of the strength of a website’s backlink profile. It shows how your website’s backlink profile compares to the others in the Ahrefs database on a 100-point scale.
The idea would be for your website’s DR to increase over time as an indication that the strength of your backlink profile is improving.
Benchmarking DR is a pretty common practice, especially among those working with clients who may not fully comprehend SEO and, in particular, link building. It’s easier to relay that DR getting higher indicates improvement.
URL Rating
Although DR correlates with Google rankings pretty well, it doesn’t do this as well as Ahrefs’ URL Rating (UR). UR is a measure of an individual page’s backlink profile on a 100-point scale.
UR considers both internal and external links and “nofollow” attributes when calculating the UR score, following the same principles as Google’s PageRank. Therefore, benchmarking UR can help you understand how well an individual page can rank on the search engine results pages (SERPs).
Keyword benchmarks
Nyckelord are the bread and butter of your SEO campaign. After all, you need to understand what relevant queries your potential audience is searching for in order to optimize your pages.
Individual keyword positions
Your website could naturally rank for thousands of keywords on the SERPs. However, there should be some keywords you care about more than others—likely those that are most relevant to your products or services.
Benchmarking individual keyword positions (where they rank in the search results) will allow you to track and set goals for important keywords. For example, if your website currently ranks in position #6 for “seo consultant,” you can use that as your benchmark to improve upon.
While you can monitor keywords in Google Search Console, using a rank tracking tool like Ahrefs’ Rank Tracker will allow you to track the keywords you care about most and see how you stack up against competitors. You can even get email alerts about the progress of your tracked keywords.
Keyword profile value
Although benchmarking the keyword profile value may not be relevant for everyone, I find that for anyone working with clients, it can help them to relay the value of the work they’re doing. Keyword profile value can be seen in Ahrefs’ Site Explorer as “Traffic value.”
Organic traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for if paid via PPC instead of ranking organically.
Keyword Difficulty
Ahrefs’ Keyword Difficulty (KD) is a metric that can help you determine how hard it would be to rank in the top 10 for a given keyword in a given country.
It is calculated by taking a trimmed mean of the number of linking domains to the current top 10 ranking pages and then plotting the result on a logarithmic scale from 0 to 100.
KD only takes into account linking domains, but there are many other variables you will need to rank highly, like great content. However, it is a good indicator.
KD can be used as a benchmark for choosing keywords. For example, you may find that, currently, you can only rank for keywords that are considered “easy” or “medium” in terms of KD. Whereas your most important keywords may be considered “hard.”
However, the level of KD you can achieve should improve over time. That’s why KD can be an important metric to benchmark and improve upon.
Share of voice
Share of voice (SOV) takes rank tracking to another level. You can see SOV in the Översikt Rapportera in Rank Tracker.
The SOV metric shows you the percentage of all possible organic clicks (from the SERPs) for the tracked keywords landing on your website. It basically shows you how visible your brand is on the SERPs.
There is a strong positive correlation between SOV and market share. So it is an important KPI to benchmark.
By heading to the “Competitors” tab in Rank Tracker and entering the websites you consider your competition, you can compare your SOV to those sites.
Slutgiltiga tankar
Benchmarking important KPIs is one of the best ways to not only see where your website is currently at but also give you data you can improve upon. It allows you to set strategic goals and measure ongoing performance.
Har du frågor? Pinga mig på Twitter.
SEO
YouTube ändrar policy för felaktig information om val
In a significant policy shift, YouTube announced it wouldn’t remove content suggesting that fraud, errors, or glitches occurred in the 2020 US Presidential and other US elections.
The company confirmed this reversal of its election integrity policy on Friday.
In this article, we’re diving deep into YouTube’s decision. What led to this point?
It’s not just YouTube, though. We’re seeing this delicate dance all around the tech world. Platforms are trying to figure out how to let people express themselves without letting misinformation run wild.
Look at this balancing act and how it’s playing out.
A Shift Towards Free Speech?
YouTube first implemented its policy against election misinformation in December 2020, once several states certified the 2020 election results.
The policy aimed to prevent the spread of misinformation that could incite violence or cause real-world harm.
However, the company is concerned that maintaining this policy may have the unintended effect of stifling political speech.
Reflecting on the impact of the policy over the past two years, which led to tens of thousands of video removals, YouTube states:
“Two years, tens of thousands of video removals, and one election cycle later, we recognized it was time to reevaluate the effects of this policy in today’s changed landscape. With that in mind, and with 2024 campaigns well underway, we will stop removing content that advances false claims that widespread fraud, errors, or glitches occurred in the 2020 and other past US Presidential elections.”
In the coming months, YouTube promises more details about its approach to the 2024 election.
Other Misinformation Policies Unchanged
While this change shifts YouTube’s approach to election-related content, it doesn’t impact other misinformation policies.
YouTube clarifies:
“The rest of our election misinformation policies remain in place, including those that disallow content aiming to mislead voters about the time, place, means, or eligibility requirements for voting; false claims that could materially discourage voting, including those disputing the validity of voting by mail; and content that encourages others to interfere with democratic processes.”
The Greater Context: Balancing Free Speech and Misinformation
This decision occurs in a broader context where media companies and tech platforms are wrestling with the balance between curbing misinformation and upholding freedom of speech.
With that in mind, there are several implications for advertisers and content creators.
Implications For Advertisers
- Brand Safety Concerns: Advertisers may be concerned about their ads appearing alongside content that spreads election misinformation.
- Increased Scrutiny: With this change, advertisers may have to scrutinize more closely where their ads are being placed.
- Potential for Boycotts: If certain brands’ advertisements are repeatedly seen on videos spreading election misinformation, it could lead to consumer boycotts.
Implications For Content Creators
- Monetization Opportunities: This could open up new monetization opportunities for content creators who focus on political content, particularly those previously penalized under the old policy.
- Increased Viewership: If their content is no longer being removed, specific creators might see an increase in viewership, leading to higher ad revenue and more engagement.
- Potential Backlash: On the flip side, content creators could face backlash from viewers who disagree with the misinformation or those who feel the platform should be taking a stronger stand against such content.
It’s important to note these are potential implications and may not be realized universally across the platform.
The impact will likely vary based on specific content, audience demographics, advertiser preferences, and other factors.
Sammanfattningsvis
YouTube’s decision showcases the ongoing struggle to balance freedom of speech and prevent misinformation.
If you’re an advertiser on the platform, remember to be vigilant about where your ads are placed.
For content creators, this change could be a double-edged sword. While it may bring more ad revenue to YouTube, there’s a risk of viewers perceiving the ads as spreading misinformation.
As participants in the digital world, we should all strive for critical thinking and fact-checking when consuming content. The responsibility to curb misinformation doesn’t rest solely with tech platforms – it’s a collective task we all share.
Källa: Youtube
Utvald bild genererad av författaren med Midjourney.
SEO
Ny e-handelsexploatering påverkar WooCommerce, Shopify, Magento
A serious hacking attack has been exploiting ecommerce websites to steal credit card information from users and to spread the attack to other websites.
These hacking attacks are called Magecart style skimmer and it’s spreading worldwide across multiple ecommerce platforms.
Attackers are targeting a variety of ecommerce platforms:
- Magento
- Shopify
- WooCommerce
- WordPress
What Does the Attack Do?
The attackers have two goals when infecting a website:
1. Use the site to spread itself to other sites
2. Steal personal information like credit card data from customers of the infected website.
Identifying a vulnerability is difficult because the code dropped on a website is encoded and sometimes masked as a Google Tag or a Facebook Pixel code.
What the code does however is target input forms for credit card information.
It also serves as an intermediary to carry out attacks on behalf of the attacker, thus covering up the true source of the attacks.
Magecart Style Skimmer
A Magecart attack is an attack that enters through an existing vulnerability on the ecommerce platform itself.
On WordPress and WooCommerce it could be a vulnerability in a theme or plugin.
On Shopify it could an existing vulnerability in that platform.
In all cases, the attackers are taking advantage of vulnerabilities that are present in the platform the ecommerce sites are using.
This is not a case where there is one single vulnerability that can be conveniently fixed. It’s a wide range of them.
The report by Akamai states:
“Before the campaign can start in earnest, the attackers will seek vulnerable websites to act as “hosts” for the malicious code that is used later on to create the web skimming attack.
…Although it is unclear how these sites are being breached, based on our recent research from similar, previous campaigns, the attackers will usually look for vulnerabilities in the targeted websites’ digital commerce platform (such as Magento, WooCommerce, WordPress, Shopify, etc.) or in vulnerable third-party services used by the website.”
Rekommenderad åtgärd
Akamai recommends that all Ecommerce users secure their websites. That means making sure all third party apps and plugins are updated and that the platform is the very latest version.
They also recommend using a Web Application Firewall (WAF), which detects and prevents intrusions when hackers are probing a site in search of a vulenerable website.
Users of platforms like WordPress have multiple security solutions, with popular and trusted ones being Sucuri Security (website hardening) and WordFence (WAF).
Akamai recommends:
“…the complexity, deployment, agility, and distribution of current web application environments — and the various methods attackers can use to install web skimmers — require more dedicated security solutions, which can provide visibility into the behavior of scripts running within the browser and offer defense against client-side attacks.
An appropriate solution must move closer to where the actual attack on the clients occurs. It should be able to successfully identify the attempted reads from sensitive input fields and the exfiltration of data (in our testing we employed Akamai Page Integrity Manager).
We recommend that these events are properly collected in order to facilitate fast and effective mitigation.”
Read the original report for more details:
New Magecart-Style Campaign Abusing Legitimate Websites to Attack Others
Google uppdaterar policycenter för shoppingannonser och policycenter för gratisannonser
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