Okay, so if you’ve been following along on our Online Marketing Program, you’ll remember that last week we discussed the off-page optimization beginnings….and today we move to the advanced areas to consider…and that’s citations. What are those you will ask….and the answer is that they are pretty easy tools to use to get some serp traction and that’s really important if you think abour it.
First, let’s look at citations – and what is a citation? From David Mihm’s site over at GetListed.org here’s the working definition of what we mean when we use the term citation –
A large part of any SEO campaign is the ability to discern and develop your own specialized lists of authority sites, trusted sites, forums, search engines for you to list your website with in regards to acquire backlinks. These are truly “incoming” back links (IBLs) and you must remember that this has shown to be only one manner in which to achieve higher rankings without delving into the reciprocal exchanges in non-sector link farms and such items.
You will need to use the original re-phrased keyword set as the base set for use in each website page’s “on-page” SEO. By this term you will need to understand all of the variables that exist on each of your <HTML> pages that will need to be modified – your <head> tags area, the <title> tag, the <body> contents text blocks, your <image> tags and their <alt> modifiers, your <header> and <footer> links, all on-page URLS and all interior navigational links and URLs too.
This is a very detailed job that requires much knowledge of the “best practices” that are most current so that you will entail no search engine penalties for your website.
Time to turn to SEO and what it can do for your online marketing program – and for those of you who know this topic somewhat, I’m sure you’d agree, that SEO can do wonders..so let’s begin with Keyword Research!
First, you will need to attempt to define your Keyword phrases for your products or services; discover your competitor’s usage of their own keywords; develop a completely new set of keyword candidates for your own use and then re subscribe to the top 10 search engines.
But, what is an SEO Campaign you ask….
Search engine optimization (SEO) is the research-based approach of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Search engine optimization targets the free, organic, natural, or left hand side of search and their ranking algorithms. Continue reading “Online Marketing Program: SEO Foundation Tasks” »
The attention span on the Web has been decreasing ever since Google had arrived and changed the rules of the game.
Now with millions of results available on any topic imaginable, the window to grab a visitor’s attention has decreased significantly (in 2002, the BBC reported it is about 9 seconds).
While a Computer Science graduate student and lecturer at McMaster University I’ve often had graduating students ask me if I know if any “good jobs” are available. Students are having difficulty finding jobs that they find fulfilling intellectually, that offer opportunities for advancement, and that make them feel a sense of purpose by doing something important to them.
I genuinely believe that even though the opportunities presented to students may seem bleak, the ability for students to create their own opportunity through software-based startups has never been better.
Yup, time to move along to Part 2 of our Call to Action area in our Online Marketing Program, and we begin with a look at color – and how it can influence and often determine the difference between an effective call to action and one that languishes in last place!
Here’s what we’ve found, color info wise….compare some of the colors below with what you’re using – and what other successful websites use too! Do a survey….and use A/B testing to determine what works for your site!!!
For example, a successful call to action can motivate a customer to click on a link at the end of a blog post, reply to an e-mail, or “like” your post on Facebook. After your readers have finished reading your content, a call to action provides web visitors with the next step, leading them one step closer to converting from a visitor to a customer. Whether it’s completing a sale or downloading an article, a strong call to action is an important part of any marketing strategy – perhaps it’s said the MOST important part of any strategy!
Okay, you’ve all been to lunch ‘n learns before, I take it…but if you’ve never been to one sponsored by our Hamilton Innovation Factory, then you’re needing an update on this successful totally free learing series!
Just yesterday, I had the pleasure of attending their September event based on using the new Business Model Canvas app, ably led by Robin Hopper, an IF EIR (entrepeneur in residence) whose background more than warrants notice!
It’s surprising how many websites that sell software for example, don’t actually show screenshots of their applications.
Sure, these are intangible goods, digital goods that you can’t touch or smell, but they’re still goods you can see.
Producing your own products boils down to 3 simple steps:
- plan it
- produce it
- and sell it
The right image on a web page can capture attention, inform, and even persuade your site visitors to convert to become more than a lead….to become a client or customer.
The right image can communicate who you and your company are more quickly and powerfully than words alone can do.
The wrong image, however, can confuse, annoy, and even repel your visitors.
Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations. In Information Architecture for the World Wide Web, Lou Rosenfeld and Peter Morville write, “We define content broadly as ‘the stuff in your Web site. This may include documents, data, applications, e-services, images, audio and video files, personal Web pages, archived e-mail messages, and more. And we include future stuff as well as present stuff.”
Continuing our new Online Marketing Strategy Program…so welcome and today we look at navigation — what is undoubtedly one of the most critical aspects of Web site design – and in my book, arguably the most important.
No matter how good a site looks, and no matter how much useful information it offers, if it doesn’t have a sensible navigation scheme, it will confuse visitors and chase them away.
Remember – users either think “easy” – or – they “vote with their feet and walk!”
Thought not….I’m always surprised at how many clients coming to us have not tested their own site at all. You or your web team developed the user interface, so you know how things work…so what’s the problem? Sigh…the problem is that you know the interface but your users don’t. And they’re the ones who NEED to know the navigation, the forms, the hierarchy….they need to intuitively grasp what needs to be understood to work their way through your site….to arrive at a buying decision…else the site – and all your hard work and effort and cash are lost!
Time to begin our new Online Marketing Strategy Program…so welcome and and to begin same, I need to first outline the basic foundation of the upcoming online lessons…and that basic foundation is your website.
As you can see by our image here, the basic building blocks are the four areas down at the bottom of the Online Marketing pyramid that we’ve highlighted and that’s where it all starts when it comes to online marketing…with your website!and as the basic building block of a successful online marketing program begins with your website, it is most important to build a website that considers the following factors…