Category Archives: Online

Why Businesses Use Web Analytics

All website user behavior can be tracked and measured in a way that allows us to make the best website design decision with the user in mind, rather than giving final decision power to the graphic designer.  “Website analytics refers to the data generated by website visitors. Therefore any website that has installed an analytics package, can examine several aspects of visitors’ browsing and purchasing behavior on the website” .    By adding an html code (tag) to your webpages you pass information to the analytics, program every time the server receives a request for that page.  The analytics programs stores this information and provides marketers will the data and information into expanding their businesses web designs and marketing tactics.

A website’s analytics package is capable of recording various metrics that can in turn be used for the company’s benefit. Basic metrics include things like “hits” on a page, visits on a page, visitors (more than one time visit), and time on a page.

There are also calculated metrics such as average page depth, average visit duration, entrance rate, and site bounce rate.  There are also manual metrics such as conversion rate and revenue which must be calculated.

Google Analytics, it allows you to focus on your audience and better understand their interests, language, location and what type of device they were using to access your website.  Identifying you businesses target audience you can justify trends in geographical areas, a company could create marketing campaigns that would immediately have an impact because they already have the data to suggest.  Helping business owners and managers implement better logistics and costs decisions in the area that is interested in my product.

A useful method in applying consumer generated data analyzed by Google Analytics is data activation. This tool allows marketers to improve upon existing marketing campaigns while experimenting with new content and media vehicles, and it also provides the opportunity for re-marketing, based off how or why the visitor used the website or app.  Effect web marketing tactics should lead your target customers to your online business domain. By expanding to more core customer demographics, it could lead to better sales forecasts because you’re increasing your websites conversion rates over time with an increase in loyal customers.

Content Management

What is Content Management?

CMS is a computer application, that’s supporting the creation and modification of digital content, using a simple interface to usually support multiple users working in a collaborative environment.  Most CMS software includes Web-based publishing, format management, history editing and version control, indexing, search, and retrieval.

CMS designed to support the management of the content of Web pages. Most popular CMSes are also WCMSes. Web content includes text and embedded graphics, photos, video, audio, maps, and code (e.g., for applications) that displays content or interacts with the user.

Content management system (CMS) typically has two major components:

  • A content management application (CMA) is the front-end user interface that allows a user, even with limited expertise, to add, modify and remove content from a Web site without the intervention of a webmaster.
  • A content delivery application (CDA) compiles that information and updates the Web site.

There has been rise in the adoption of WCM solutions such as web experience management, mobile and social content management, and content analytics among businesses.  Organizations are largely considering customer experience management to consolidate their multi-faceted websites and demand WCM solutions equipped with features to supplement their digital marketing and multi-channel marketing.

The Web Content Management Market to grow from $3.47 Billion in 2015 to $6.85 Billion by 2020, at a Compound Annual Growth Rate (CAGR) of 14.5% and is expected to reach USD 8.25 Billion by 2021. The WCM market is growing progressively and has been adopted by businesses for better website management and web-based marketing. The continuous developments in this technology and its solutions have also encouraged various industries to adopt WCM solutions and services. Another 2015 trend, saw more companies moving away from their DIY WCM systems and buying a commercial platform.

Have a plan: First figure out what you want to say, how you to look, and what you want people to do when they visit your site.  Set the rules and enforce them: Professionals select fonts, image sizes, colors, and all the other elements. Don’t forget about the principles of branding, campaign continuity, and good design. Limit Access: A committee can approve websites, but never let a committee design one. Don’t walk away: Someone will be in charge of updating that content and reviewing the overall look and feel of the site.  Don’t think the job is over when the site goes live.  

Online Tactics

  1. Feature the URL in your traditional advertising and find an easy to remember URL!
  2. Get serious about SEO
  3. Investing in sponsored search, buy keywords (PPC), and bid up your rankings on search engines.
  4. Develop an e-mail program that gets read and stimulates action.  Giving recipients the means to respond ASAP.
  5. Make sure banner ads and text links go exactly where they should.
  6. Consider QR codes.  

“Sites using organic SEO in the truest sense will be much like organisms, meaning they will grow, expand and adapt over time in response to readers’/consumers desires” (techopedia). Google’s search algorithm combines two- key components to rank web pages: (1) the webpage’s popularity, as measured by its PageRank (quantity and quality of links from other webpages) and (2) the relevance of the page to the search phrase.  The main focus of the SEO tool is sending a searcher to the appropriate page, not just the homepage of a website that has a matching page somewhere in it.  I strongly believe in the biology expression that “form follows function”, therefore if an organization wants to generate organic content that draws people to its page it must meet the consumer criteria on the basic level.  Targeting the consumer’s first desired need or want will establish the reason for generating the webpage traffic and creating the form but that only completes a part of the process that consumers wants adding creative and fresh content draws attention and marketing buzz.  For example: I found the sweater I was looking for on amazon but I couldn’t find a purchase button (purchase button was an innovation to complete the process).  The webpage did satisfied the initial goal to finding the sweater I wanted, but never offered other services on the webpage, purchasing, similar merchandises therefor the webpage was not organic and was in poor form.  

SEO with PPC

In a video expert session with Mr. Beck. He reviewed the differences between pay per click ads (PPC) and free result content with search engine (SEO).  Mr. Beck showed visual images of where SEO link and PPC link appear on search engine page results.  This lead into the explaining of SEO with PPC advantages and disadvantages.  PPC advantages is the ability for marketers to associate their “relevant” keywords to the content of the webpage thus by becoming the most relevant search term or keywords you draw traffic.  You can do this by paying per click or bidding on a term or word. This method becomes an effective short term boost in web traffic to the web page.. A clear disadvantage discussed in the lecture was how this marketing method can be constrained by budget factors for businesses.  Therefore, when your budget account runs out of funds, then your online marketing PPC strategy in drawing traffic and hits stops.

However an advantage for SEO is it can be more efficient in the cost per click overtime after the webpage is established with an authoritative page ranking and it nevers stops while you are paying to keep the website active. Some disadvantages are the high upfront costs in the building of website content, long term benefits it gains the attention of consumers who find it useful or are purchasing a product or service.

Think Campaigns. Your pages have to work individually and cumulatively.  Having your design maintain the same look and feel throughout the website, however many pages will have different functions.

Content Management for Target Corporation

Have you ever wondered what companies are trying to accomplish by running contests and sweepstakes?  Why are companies and organizations giving me free products or services? Well, prize promotions are considered a win-win situation for sweepers and companies alike: sponsors use sweepstakes/giveaways as a way of gaining recognition from consumers and these sweepstakes generate advertising content at a reasonable cost, and is considered another win-win situation for the Target Corporation.

Target Corporation promotes gift card giveaways because it opens consumers to a large selection of products inside their stores.  While their function is to facilitate the exchange with consumers is a key important, but also having effective promotion to boost the stores image and all the brands they offer inside their stores is of equal importance.  Target offers a sweepstake that help gains brand recognition sausage company it using target retail space to sell it product, they offer money to target

Target Sponsors/Investors promote products that consumers can use or fulfill their needs, and later buy again.  Companies use a distributor or business that can secure the facilitation and exchange of the product for money.  Target corporation retailers offers this for business and its customers throughout the United States. Throughout the year 2015, Target is conducting a “Point of Sale Survey Sweepstakes” that helps them gather consumer data about what the Target Corporation can improve on with their offered products and services.  They can get consumers feedback with a sweepstake incentive to fill out the survey, by giving away One Grand Prize each month – $1,500 gift card; 300 First Prizes each month – $25 Target GiftCard (6 prizes per month per state).  The incentive to not having to spend their own money motivates them to 1.) Complete the survey 2.) Promote by word of mouth about the positive shopping experience at Target and what products they walked out the store with.  

This form of advertising encourages people to visit the Target Corporations websites which in turn exposes the consumer to new products and new types of sweepstakes that the company offers, and target conveniently offers the option to purchase products and have them delivered to the customer.  When consumers reach the Target web site they can find web links for other businesses that offer a wide range of products like Johnsonville brats and sausage that Target offers in their stores . This creates buzz bringing/attracting consumers to businesses webpages or to their parking lots and through their doors.  Target Corporation sweepstake promotion during the year 2015 involves a lot of joint sponsorships with other businesses and websites.  One example is through October 3rd,Offering a chance to win consumers enter in the Pack It Back to College sweepstake for a chance to win 1 of 1,400 FREE $5 Target gift cards and a grand prize offering an all-new 2015 Chevy Sonic.

Target Corporation will offer Holiday sweepstakes to promote the seasonal traditions in the United States, offering consumers Gift cards and grand prizes.  Target is just saying thanks to its REDcard holders with a 2015 December full of giveaways, exclusive deals and extra savings.  REDcard Big Thanks Sweepstakes. 100 $25 Target eGiftCards and 24 grand prize Big Red Boxes (filled with holiday goodies valued around $550) will be given away daily. That’s 700 eGiftCards and 168 grand prizes—all awarded to REDcard holders! Details for sign up and dates can be found with REDcard link.

Design at different levels.  First-level pages hold content for the main sections.  Each of these first-level pages has links to second-level pages, which in turn could have links for third-level pages or fourth-level and so on. Consider font size, colors, graphic style, and all other design elements that hold the campaign together.

Prioritize. “People read what interests them” but there is a limit to what they are willing to read, and website visitors have short attention spans.  It’s critical to put the most important up front and display it prominently.

Don’t forget the navigation.  Think about how visitors find their way around your website.  Primary navigation, Secondary, and Universal.  

Keep it Simple.  Besides over designing from a graphic standpoint. Having too much movement can pull readers away from the text.  Concentrate on strategy: what do you want to accomplish, not how cool you can make it.   

Cathy McKnight, co-founder and VP of consulting and operations at Digital Clarity Group, agrees that there is a large demand for WCM solutions as companies’ needs mature and they outgrow homegrown solutions.

Picking the Right Keywords

Funneling your keywords from broad and general into specific and detailed is the focus when generating your keyword database for the webpage.  Mr. Beck mentioned how there are over 200 ranking factors for a keyword term with google.  In one example Ben mentioned how a plural to singular word term impacted a search result by 600 clicks.  He recommended that when choosing a key word SEO developers should research their industry competition and target keywords with high search volume and low competition.

Onsite Optimization

The question was, If I was Google, what help would I need to understand the content?  Examples are Filling the content with keywords, about 1-3 keywords, including keywords in the Title, Headings and URL.  Also suggesting that developers are using plurals, singular and synonyms related to your keywords.

Offsite link Building

Knowing that you content can be copied you should begin to build links that are relevant and is considered a quality link like .gov and .edu domain URL’s on your web page.  When acquiring links you build page authority that help your content become noticed by googles SEO Mr. Beck compared it to a vote.   After all this reach out to people and be expose to the news, influencers, and organizations.  

With the widespread use and the adoption of content marketing, the number of assets that companies have has gone through the roof; it’s multiplying exponentially,” McKnight says. As companies connect with customers across multiple channels, analytics will become more important as companies try to leverage the data.Going forward, the challenge for WCM vendors will be to help companies find and market to consumers on their various devices. “There’s dawning realizations that in kind of chasing down the consumer across all these different channels, it’s basically fragmented a view of the customer, which makes it all that much harder to actually deliver them the most relevant content

 

http://www.marketsandmarkets.com/PressReleases/web-content-management.asp

Online marketing and Google

Google’s search algorithm combines two- key components to rank web pages: (1) the webpage’s popularity, as measured by its PageRank (quantity and quality of links from other webpages) and (2) the relevance of the page to the search phrase.  The main focus of the SEO tool is sending a searcher to the appropriate page, not just the homepage of a website that has a matching page somewhere in it.  I strongly believe in the biology expression that “form follows function”, therefore if an organization wants to generate organic content that draws people to its page it must meet the consumer criteria on the basic level.  Targeting the consumer’s first desired need or want will establish the reason for generating the webpage traffic and creating the form but that only completes a part of the process that consumers wants adding creative and fresh content draws attention and marketing buzz.  For example: I found the sweater I was looking for on amazon but I couldn’t find a purchase button (purchase button was an innovation to complete the process).  The webpage did satisfied the initial goal to finding the sweater I wanted, but never offered other services on the webpage, purchasing, similar merchandises therefor the webpage was not organic and was in poor form.  “Sites using organic SEO in the truest sense will be much like organisms, meaning they will grow, expand and adapt over time in response to readers’/consumers desires” (techopedia).

Therefore knowing that creative and fresh word content is imperative to generating good search rankings. Would be an organizational platform when showing consumers new products in the market.  One example from me, based on the Macys.  The company wants to advertise and generate market buzz for clothes and home décor interested consumers?  What they showed was more than just one product alone but also pair it with a complimentary items that the customer would use.  Offering the customer another solution to a possible problem who want to know about Macy’s selection.  This in my opinion satisfied multiple needs of possible consumers.  So when generating creative and fresh content on web pages have multiple forms of media like video, print, audio and visual displays that inform the consumer about the subject.  Also add outbound links that are relevant to that webpage main content.  So if I was looking for Clothes outfits or sets of home supplies instead of just one.  I would as a consumer like to see a link to that within 1-3 clicks.

SEO article writing services know that if you build it, they will come…but only if you build it the right way.  This blog is about providing helpful tip for an SEO article writer.

Remember that an important aspect of SEO is making your website easy for both users and search engine robots to understand.

An important aspect of SEO is making your website easy for both users and search engine robots to understand. SEO plays a large part in finding information that is relevant to users.

White hat SEO techniques are condoned by search engines. (Larson & Draper, 2015).  White hat practices are approved by search engines and include things such as keyword optimized content, good site architecture and internal linking.  Other white hat techniques are guest blogging, link baiting, quality content, internal linking, and site optimization (Darell).

Using black hat SEO technique is when something is created intentionally to increase a website’s ranking (Larson & Draper, 2015). Black hat SEO is when a company uses frowned upon techniques deemed by google algorithms like hidden links, texts, and keyword stuffing.  Having too many hidden anchor text’s, doorway and cloaked pages, link farming, hidden texts and links, blog comment spams that are unrelated to the website purpose or function is a form of a Black Hat techniques being use to generate view traffic.   Black-hat techniques are also tactics that will lead to punishment such as a temporary shutdown of a webpage.  There are some very obvious risks when a company uses a black or grey hat SEO.  Staying in compliance with the terms and conditions set by the online browser/engine you are using will be in the company’s best interest when competing online for relevance to a consumer’s problem.

The term “grey hat” refers to a computer security expert optimizer who may sometimes violate Google’s policy or typical ethical standards, but does not have the malicious intent typical of a black hat hacker. Grey Hat involves techniques like, “cloaking, purchasing old domains, duplicate content, link buying, and social media automation and purchasing followers.” (Butters, 2014).

A SEM should stay within the boundaries of rule and regulations enforced by governments.  They should also have ethical conduct when using SEO tactics to having their webpage be relevant for searching users on the Internet.  My personal view towards the Internet is that it’s a great tool in the 21st century that people use and that the system needs to have continuous monitoring by developers and engineers.  We want to have an understanding of what people are interested in or what they are looking for when accessing the internet.  And standard practices are not always effective and may not always be relevant, adopting or trying SEO tactics outside the white and into the grey is possible but only if it helps users to find what they are looking for or that a problem exists in the system be to revealed

 

References

Larson, J., & Draper, S. (2015). Internet Marketing Essentials. Retrieved May 19, 2016, from library.stukent.com

 

Darell, R. (2013). SEO Tactics: A Comparison of Black, Grey & White Hat SEO. In Bit Rebels. Retrieved May 22, 2016, from http://www.bitrebels.com/technology/seo-tactics-legality-infographic/

 

Butters, K. (2014, January 7). Grey Hat SEO Techniques: Should You Use Them? – Positionly Blog. Retrieved from http://positionly.com/blog/seo/grey-hat-seo-techniques

 

Expert sessions

Benjamin Beck is an online marketing consultant at his company Local Stampede who specializes in helping start-ups, charities, and small businesses grow their business through digital marketing.  The expert session with Benjamin Beck discussion had four key parts in his power point presentation (1) SEO vs. PPC, (2) Picking the right keywords, (3) Onsite optimizing, (4) Offsite link Building.

SEO vs PPC

In the expert session Beck reviewed the differences between pay per click ads (PPC) and free results (SEO).  Mr. Beck showed visual images of where SEO link and PPC link appear on search engine page results.  This lead into the explaining of SEO vs PPC advantages and disadvantages.  PPC advantages is the ability for marketers to become the most relevant search term for you webpage.  You can do this by paying per click and become an effective short term boost in web traffic to the web page. A clear disadvantage discussed in the lecture was how this marketing method can be constrained by budget factors for businesses.  Therefore when you budget runs out so does your online marketing in PPC.  An advantage for SEO is how it can be more efficient in the cost per click overtime after the webpage is established with an authoritative page ranking.  Some disadvantages are the high upfront costs in building website content and the amount of time required to create quality and relevance to consumers. However, for the long term benefits it gains consistent attention of consumers online.

Picking the Right Keywords

Funneling your keywords from broad and general into specific and detailed is the focus when generating your keyword database for the webpage.  Mr. Beck mentioned how there are over 200 ranking factors for a keyword term with google.  In one example Ben mentioned how a plural to singular word term impacted a search result by 600 clicks.  He recommended that when choosing a key word SEO developers should research their industry competition and target keywords with high search volume and low competition.

Onsite Optimization

The question was, If I was Google, what help would I need to understand the content?  Examples are Filling the content with keywords, about 1-3 keywords, including keywords in the Title, Headings and URL.  Also suggesting that developers are using plurals, singular and synonyms related to your keywords.

Offsite link Building

Knowing that you content can be copied you should begin to build links that are relevant and is considered a quality link like .gov and .edu domain URL’s on your web page.  When acquiring links you build page authority that help your content become noticed by googles SEO Mr. Beck compared it to a vote.   After all this reach out to people and be expose to the news, influences, and organizations.

 

References

Beck, B. (2016). Introduction to SEO. Stukent.com. Retrieved from: https://www.stukent.com/expert-sessions/introduction-to-seo/

Dean, B. (2016, April 12). Googles 200 ranking factors, the complete list. Backlinko.com. Retrieved from: http://backlinko.com/google-ranking-factors

 

Social Media Marketing Strategy

Effective social media marketing comes from a carefully planned strategy and then it’s integrated into your company’s overall marketing communications strategy and activities. With that in mind you can lead into a deeper relationship with consumers by listening to your target audience .  As a marketer we need to identify social habits of  the target market and know that consumers can be a member of various categories over their lifetime.  Picture on the left can help us organize consumers into categories that marketers will target when using social media is called the social techonograhics ladder. When viewing the image I can get a better idea about what content I want to give my audience when I have a specific target in mind

The social techonograhics ladder

Communicating with you audience also includes engaging with the audience.  All companies need to think of themselves as creators and communicators of content, and when your content is passed along with positive reviews by consumers it creates a brand image that goes beyond dollar value.  By incorporating multiple channels like Pepsi did in 2011, the time during the super bowl where they urged consumers to create Internet advertisements to be aired during half time for Doritos nacho chips, it really helped customers be active and brought awareness to the product.  This can flow into collaborating with a brand.  Corporate blogs, product reviews, and twitter are several channels that let consumers share insight and opinions about what they expect from the company and its products.  Researchers predict that 43 percent of all corporations will be blogging by 2012 because of it positive effects it can have on consumer engagement.  The reason why I mention this is because blogs could establish expertise and credibility over time for the company and lead into dialog between business to consumers through social media, this will also enhance the company’s visibility.