It’s not Goodbye, but I’ll see you later – What I can do for you as your Digital Marketer

I’m not going to lie, when I first started this class I didn’t fully know what to expect, but I was excited to learn more about digital marketing. Throughout the quarter, I’ve learned an immense amount and been able to apply that knowledge back to other marketing courses as well. There are so many instances where I’ve become more aware of the marketing going on around me such as remarketing between websites, paid advertisement through sponsored posts on Facebook, Twitter, and Instagram, SEO (search engine optimization) results based on geo- tracking and demographic profiles, and so many other digital marketing tactics.

This has easily been my favorite marketing elective, and it’s revitalized me to complete the marketing concentration. Everyone I’ve talked to who’s graduated has tied their interest in marketing or their career path back to this digital marketing course. After completing this course, I can see why. The way marketers interact with customers is changing more now than ever before, and I truly believe that this course has helped me to be extremely well prepared for a potential career in marketing. I’ve grown through the various certificates I’ve earned, Google Analytics, Hoot Suite, and Google AdWords. I’ve also grown through analyzing articles and white papers from Moz and HubSpot and the push to find my own examples of how digital marketing topics are being applied

At first, blogging before every class seemed daunting, however I’ve immensely enjoyed reading through the articles on my professor’s blog and also going out and finding my own examples of how certain topics are relevant in my own life.

If you’ve been a Western student following my blog I highly recommend this course not only because of the relevant skills I’ve acquired but also because it ties into many different fields such as computer science, management information systems, management, communications and psychology. For me personally, it’s reaffirmed why the coding skills I’m acquiring through my MIS degree and E-commerce developer certificate are extremely useful. More importantly, this class has given me areas to pursue where my marketing skills and MIS skills will both be useful in areas such as data analytics.

I’ll leave you with some stats about my blogging over the past 3 months to wrap up. Through my time in digital marketing, I completed 16 blog posts over the quarter and I was surprised to realize that I’ve written 14,417 words in total over the past 11 weeks.

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Overall, my blog has received 253 blog views and 151 visitors. I received the most views on my Social Media Marketing post and also got reblogged several times on my Inbound Marketing post as well!

Thanks for following my blog, and I hope you learned as much as I did along the way!

Sophia

Mobile Marketing – m. sites and mobile apps

The way people consume content is rapidly changing as marketing is shifting from traditional media to digital media. This shift towards mobile marketing requires digital marketers to adjust their content and webpage layout accordingly. The majority of digital consumers utilize both desktop and mobile platforms to access content. Mobile devices provide access to apps that are personalized for certain businesses and aren’t accessible on a desktop device. However, what I found interesting from reading through the articles is that many mobile apps aren’t as effective as mobile searching and mobile optimization. For example, 70% of web traffic to Walmart.com on Black Friday came from mobile search illustrating how Walmart’s mobile app isn’t as effective as searching on a mobile device. Overall, mobile internet usage has dramatically grown in the past few years and approximately 20% of internet traffic comes from mobile. Another quickly developing aspect of mobile is e-commerce and being able to make purchases on mobile devices. Moz discussed how, “according to Google, 35% of mobile visitors in 2012 have made a purchase on a smartphone”, which is a significant percentage of online sales.

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What makes a mobile app successful? Ultimately, a mobile app should benefit the customer in some way that regular mobile web browsing doesn’t, such as coupons, free shipping, or other customer benefits. By adding in benefits, it will attract more customers to download your business’s mobile app and potentially allowing your business to reach customers on a mobile device they use frequently. In my experience, geo-tracking is an extremely beneficial tool that many successful mobile marketers have used. One company that I’ve seen do this well is Starbucks.

When I get close to a Starbucks I’ll receive notifications about rewards I can redeem based on my proximity to a nearby store location. This is beneficial because it allows sales to grow, something which otherwise couldn’t be accomplished through simple mobile web browsing. Starbucks has also set up an extremely beneficial app that allows customers to pay through their phone and earn rewards towards discounts and free drinks, which is why 16% of purchases are made through their mobile app.

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Though mobile apps are beneficial to large corporations they may not be as effective for smaller business owners or businesses that only provide informational content based via their app. Some of the most successful apps on the App Store are the top 4 social media sites and games. Before investing the time and money to create a mobile app, see if a mobile adaption of your website will provide customers with enough content. Luckily mobile adaption of websites is fairly easy. When creating a mobile version of your website it’s essential to have your mobile website mirror the desktop website. Through HTML 5, a web developer can simply add a piece of Java script code to allow the browser to detect the type of device being used and adapt the format accordingly. Essentially, with this Java script code a web browser can recognize that a customer is browsing on a mobile device and adapt the site to m. which formats and adjusts all content to fit and display on a smaller screen. As mobile device use continues to grow, mobile marketing and mobile adaption will become increasingly important to businesses in order to maintain and grow their customer base.

This Moz article detailed the experiences several marketers have faced in mobile marketing.

“In my experience as an SEO consultant, in order to effect change, you have to:

  • Convince key players that change is important
  • Know enough about the problem, the site, and the available solutions to recommend the best strategy
  • Be an active player in the implementation, making sure that the solution is implemented properly, and that the change doesn’t create any new SEO problems”

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Here are a few highlights on why using mobile advertising as a marketer is beneficial:

  • Smart phones aren’t going away – and they provide ways to capitalize on the opportunities now
  • Businesses can run targeted campaigns through mobile
  • Mobile applications and mobile optimized websites have higher engagement
  • Geo-targeting is a more effective way of tracking and targeting users
  • There’s no added costs associated with creating mobile versions of websites

Until next time,

Sophia

Why should you learn coding as a Marketer?

Why is coding important for me to know as a marketer? I won’t be coding at my post grad job right? 

Though you might not be coding on a day to day basis at your job as a marketer, coding knowledge is still an important skill to possess. According to Bloomberg Business in their article, Now if You Want a Job, Go to Code School, they delve into the increasing importance placed on having coding knowledge in the real world when applying for jobs. Coding skills are essential and can set you apart in the interview process. As a marketer, being able to communicate with the marketing group and agree on a new design is essential but being able to make some of these changes through coding can make you an invaluable asset to your company.

Instead of having to meet with the marketing team, agree on a new design for the website, meet with the developer and coding team and discuss changes, and then communicate with the marketing team if the changes aren’t practical, the marketer with coding skills would have enough background knowledge and be able to assess during the meeting if the changes would be practical for the coder to implement. As stated in a blog post, by Wade Forester, “A marketer who can get their hands dirty will be much more effective than one that always has to lean on a developer. Being able to edit the copy directly via HTML {or} reposition an element on the page via CSS will let a marketer iterate quicker without distracting the development team.“.

Ultimately, having coding knowledge makes you valuable and can make implementing your marketing changes easier. According to the article by Bloomberg Business roughly 70% of graduates go on to take some sort of coding classes even if it’s simply going through the Code Academy course on HTML and CSS. Bloomberg Business discussed how, “six months after finishing the coding program, 59 percent report a salary increase, averaging $23,000 annually” which really pays off in the long run and makes up for the $11,000 tuition that students pay to go through coding programs.

<!DOCTYPE html> <html> <head> <title> Hi! </title> </head> </html>

If these don’t look familiar to you now, by the time you finish with Code Academy they will become very familiar to you.

<> are known as tags. Tags come in pairs and consist of an opening tag and a closing tag. Tags are the only way you can code using HTML and when I took CS202 there was an instance where I spent hours trying to figure out why my code didn’t work, to discover I simply had forgotten to close my html tag. Key takeaway, tags are important and it may be beneficial to write both the opening and closing tag at the same time to ensure you’ve closed your tag and won’t forget to close the tag after writing many lines of code.

Inside the tags are different elements such as html, head, title, body, p, h1, and div which all do different things in your HTML website.

Here’s an image of my first time using Code Academy:

Capture.PNG - coding

After 2 hours on Code Academy here’s where I got to.

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Overall, Code Academy was a good refresher from my CS 102 and CS 202 classes. In my opinion, Code Academy is a great resource for someone who’s never coded before however for someone who’s done basic coding before, Code Academy feels like riding a bike with training wheels on. The tutorials and lessons walk you through exactly what to do – and if you try to move around different tags and submit your code you’ll get an error because it is designed for you to follow the directions exactly. I did however like Code Academy because of it’s straightforwardness and how you could progress at your own speed. They have other tutorials in JavaScript and Python and I plan to come back to Code Academy this summer to learn Python coding.

After completing my time with Code Academy, I moved on to play around with a Squarespace website. Here’s a link to my site. Overall, I like Squarespace because it allows a business to make a website that can display their products, and allows customers to buy these products – all through a single platform..

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While playing around with Squarespace, I made a website focused on photography that displayed various photos and also allowed visitors to be converted into customers through a purchase tab on the website that allowed visitors to purchase prints of the photos.

  1. Here are some Pros of using Squarespace:
    1. Provides various designs and layouts for websites
    2. Allows unification with purchasing and displaying products
    3. Doesn’t require coding knowledge to alter the website

2. Here are some Cons of using Squarespace:

    1. The layout of the editing page isn’t straight forward
    2. Not as user friendly
    3. Less flexibility with altering the design

There are some examples of Squarespace websites provided in this link which illustrates 20 examples of webpages for different businesses created through Squarespace. My favorite example was of a restaurant that provides their menu and prices all on their Squarespace page. Here’s an image of their page below
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Ultimately, if you’re a marketer searching for a job, learning coding skills will make you a better qualified candidate and make you a more valuable asset to the company you’re working for.
Until next time,

Sophia

What are Programmatic and Native Advertising?

Traditional advertising is becoming less beneficial to marketers simply because consumers hate being interrupted. So how do we still reach them as marketers? Programmatic ad buying and native advertising are two beneficial ways to reach customers in a less intrusive and interruptive way. Though programmatic and native advertising share some similarities in their advertising strategies, they still have distinct differences that make each of them beneficial in certain interactions with customers.

Programmatic is a rapidly growing aspect of automated advertising with companies like Google and P&G spending a significant portion of their advertising budgets on programmatic advertisement. According to the article Digital Media Buying Gets The “Programmatic” Makeover, P&G is trying to buy 70% to 75% of their digital ads through programmatic advertising while Google is striving to spend 60% of their digital marketing budget on programmatic advertising. The fact that both of these huge companies are spending significant amounts of their budgets on programmatic advertising indicates its growing importance in digital marketing. Here’s a quote from AdWeek on programmatic that states, “The fact is, programmatic is a fast-growing part of the buying and selling of media. How fast? This year, eMarketer predicts that advertisers in the U.S. will spend $3.36 billion on a thing called “real-time bidding,” up from just shy of $2 billion in 2012.”

Programmatic uses multiple data points on a given customer and targets what outlet would be most effective to advertise on. For example, previously if a marketer wanted to target males ages 18 to 34 they would potentially choose to advertise on ESPN to reach this target. However, by advertising only on ESPN, they would miss out on a large portion of the segment that doesn’t visit ESPN. Using programmatic advertising, the marketer can target males ages 18 to 34 and can advertise to them on multiples sites because of the analysis that allows the software to track stats from multiple sites. Programmatic ads can also be filtered to individuals in specific regions that a business would want to target. Essentially, programmatic is marketers buying specific audiences by filtering through data to figure out the right ad, the right person, and the right time – using an automated process.

In our digital age, it’s hard to find an individual who doesn’t use a number of different devices. As a marketer, how do you reach people across all platforms in a seamless way? Programmatic ad buying collects data and then makes a decision on what screen and device the ad should be displayed on which allows the marketer and the business to make the best decision in regards to advertising.

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Another type of advertising is native advertising. Native advertising combines advertising and reporting techniques to create a promotion that embodies an editorial-style. Native advertising tries to blend into content on a specific platform such as Facebook, Twitter, Pinterest. Native advertising tries to embody story telling through the creation of digital content. Native advertisement placement is important so it is displayed along with similar content and doesn’t feel like advertising.  A great example of native advertising are the advertisements that occur during a podcast called Serial and specify who Serial is being promoted by. The ads are presented by the characters and said in their own ways so they flow with the rest of the episode and don’t cause a break in the flow and instead follow the story telling aspect of native advertising. Below is an image which illustrates various forms of native advertising, promoted advertising, which can be displayed through various types of media.

  • Closed platforms are businesses that create content within a platform, then promote that content within the same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook, and Promoted Pins on Pinterest.
  • Open platforms are promoting the same piece of branded content across multiple platforms within the native advertising platform. Unlike closed platforms, the branded content asset lives outside the platform.

Another example of native advertising I found was on BuzzFeed. Below is an image of the homepage from BuzzFeed. The red boxes show articles promoted on BuzzFeed by specific businesses such as AT&T and Ford. These companies have reached out to BuzzFeed and paid them a specific amount to either feature or write an article that relates content back to their brand. In native advertising if an advertisement is paid for by a brand, the promoted by ____ brand has to be included in the advertisement. Below is another example from Pinterest which illustrates how native advertising would look on that platform. As you can see, the promoted travel pin blends in with all of the other travel pages on the main feed and is targeted towards users who look at travel pins and is the specific kind of target customer that a South African airline can influence to use their airline when purchasing their next ticket for a trip.

Paid advertising is an effective way to promote businesses if it’s done in a targeted way. Both types of advertising described above will cost the business money, however when weighing the pros and cons of initiating these campaigns, businesses will save time by having advertisement be automated. Also, it will be more effective, because in programmatic advertising software is used which make its decisions of where to place the advertisements based on data and trends that align with the market segment the business is targeting. Ultimately, paid advertisement will continue to grow and thrive and I see it at some point overtaking traditional marketing because it’s more time efficient and more accurate as well.

Until next time,

Sophia

Google AdWords – What’s so special about Google Ads?

Google ads have the potential to be seen by millions of users considering the 3.5 billion searches that are executed every day.

Google AdWords is a system that allows anyone with a website to buy specific keywords and phrases and also pay to have their site advertised through PPC, pay-per-click. Google AdWords allows businesses to target ads, control costs, measure success, and manage campaigns. Here’s a video from Google which illustrates some of the benefits of using Google AdWords.

Google has a network that is divided into a search network and a display network. By default, new AdWords campaigns are displayed in both networks, which is extremely beneficial to businesses that are trying to get more visibility on Google. Through Google AdWords, your site is shown above organic search results as seen below. If your business utilizes Google AdWords your site has the potential to be shown inside the red box outlined below. This is extremely beneficial to small businesses or businesses that have a large number of competitors. If their website currently isn’t being shown in the first page of results it’s likely that they’re missing out on the majority of user traffic. By using Google AdWords, a business like this has the potential to pay to get to the top of Google search results, also a business only pays Google when someone clicks on its ad, not when it’s displayed.

Search Network ads on results page

Google AdWords is more interactive and more application based compared to Google Analytics where you could potentially set up an analytics account and forget about it. While Google AdWords, can be updated daily and bids and keywords can be changed daily, it requires frequent communication with a specific business. Google AdWords also has a different pay structure compared to Google Analytics. The main difference here is that while Google Analytics costs are calculated using fixed prices, Google AdWords is bid based and offers businesses a few choices regarding how the costs are computed.

Here are the 3 types of pay systems according to Google AdWords:

  • Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your website, you’ll want to use CPC bidding.
  • Cost-per-thousand impressions (CPM): If you want to focus on impressions — the number of times your ad shows — and increase awareness of your brand, you’ll want to use CPM bidding. Note that CPM bidding is available for Display Network campaigns only.
  • Cost-per-acquisition (CPA): If you want to focus on conversions — which is when people take a specific action on your website after clicking one of your ads — you’ll want to use CPA bidding

The key takeaway with the pay system is to communicate with your client (business) to assess their budget and assess what’s the appropriate method to achieve their goal. For example, a big business like Macy’s will be able to pay more for advertising compared to a small local clothing boutique. Ultimately, a smaller business should concentrate their efforts on certain keywords where they’ll have the most user traffic. Also, bidding and specific keywords are both very volatile and susceptible to change which is why smaller businesses should monitor this closely and look for opportunities to get ahead in search results. Below is an example of the changing price and estimated clicks over a month illustrates the every changing environment in Google ad campaigns.

When establishing an ad campaign there are 3 types of campaigns a business can choose to execute through Google AdWords. The 3 types of campaigns according to Module 2 of Google AdWords are:

  • Search Network Only: Which is a campaign where your ads can appear throughout sites on the Google Search Network. This campaign links AdWords keywords to the words or phrases someone searches for on Google and then shows them relevant text ads on search results pages.
  • This campaign type is beneficial for businesses to connect with customers right as they’re searching for their products or services.
  • Display Network Only: Which is a campaign where your ads appear through Google Display Network. This campaign matches your ads, including text, images, rich media, and video ads, with websites such as YouTube and mobile apps, with content related to your targeting.
  • If you’re a wedding registry wanting to increase awareness of your event you could use a display network only. With a “Display Network only” campaign, you can reach people visiting wedding-related sites, such as blogs about wedding planning.Here’s an example of a display ad from Macy’s that appears on the wedding site, the knot, which shows the similar keywords and categories both the ad and the site share.

  • Search Network with Display Select: Which is a campaign that allows your ads to be displayed, including text, image, rich media, and video ads — with search results on the Google Search Network and relevant placements within the Display Network. With this option, your budget is shared across both networks and essentially you’re getting more options.

Once you’ve established the type of campaign your business wants to run you need to coordinate and organize the different ad groups into campaigns and ultimately designate a single account which will have access to all campaigns for your business, as seen below.

After implementing your ad campaign through Google AdWords you will want to monitor your campaign’s performance and be able to filter down to see how specific ad campaigns are doing. By linking Google AdWords with Google Analytics, your business can monitor the analytics behind specific ads and make decisions about the future, or whether to continue or stop a specific ad.

When using Google Analytics to analyze a campaign, your business should measure web traffic, conversions, return on investments (ROI), the return on the ad spend, and your overall brand awareness.

Another potential avenue for your business to pursue is Google Shopping. By using Google shopping, your business can display items and generate more customers and purchases because the search processes has been simplified for customers. Instead of having to find a site and then search through their product listings to find what you’re looking for, the results pop up in the main search results page making purchases easier and simplifying the overall purchasing process.

Product Listing Ad

All and all, if your business, big or small, isn’t utilizing Google AdWords and you have a website, you are essentially missing out on a large opportunity. Google AdWords is essential for any website that wants to increase traffic, raise awareness in search results, and increase the number of user conversions.

Until next time,

Sophia

SEM (Search Engine Marketing) and PPC (Pay-per-Click)

When it comes to searching on the internet there are two kinds of search, paid search and organic search. In my previous post I delved into organic search and how it’s possible to get towards the top of Google search results without paying anything. However, it’s difficult for websites to get to the top of a search results page without paying money and bidding against other competitors in the same industry who are seeking customers as well. For example, when I searched for black sandals using Chrome this is what came up. The top 3 results that pop up are all paid advertisement, which is indicated by the yellow Ad tag. Also, the images and links to shoes on the right are also paid or sponsored in order to be at the the top of the page. The first non-paid advertisement in my search query is the Nordstrom’s shoe site.

SEM

On Google, a business must use Google AdWords in order to advertise and get their site to the top of the search results.

As a business, why should you utilize Google AdWords?

Google AdWords allows your business to reach potential customers at the precise moment when they’re searching for what you offer, which increases the chance of the customer making a purchase. Also, your business is able to tailor where and when your ad is displayed. You can specify which geographic area your ad is displayed in order to target where it’s most relevant. Your business is able to control the budget for the cost per click bidding and you only pay Google when someone clicks on your ad, not when it appears in the search results. Your business is also able to receive an analytic report of how your ad is doing on Google so you can assess whether to increase or decrease the amount you’re spending on displaying the ad.

In Google AdWords, your business will chose keywords or phrases that pertain to your site and that people would most likely type to find your site. This is beneficial to smaller businesses because they can increase their rank in search results through PPC, pay-per-click, and compete with other businesses who have developed a stronger organic search over time.

Here’s a link to a great video, Insights of the Google AdWords Auction by the Chief Economist at Google and details the bidding process and how the Quality Score is determined for a specific website. A website’s Ad Rank is comprised of both the bid presented by the business and the quality score they’ve received from Google, based on their content and their organic search popularity. When businesses utilize Google AdWords, it generates a “Search Terms” report that shows all keywords and phrases users have searched for where your ad has been displayed. This report is extremely beneficial to business decisions on SEM (search engine marketing) and PPC (pay-per-click).

When developing a PPC, pay-per-click, campaign it’s essential that your keyword list is:

  • Relevant – Essentially, the keyword searched for should match the content on your website and what your business offers.
  • Exhaustive – Include not only the most frequently searched keywords, but also the long-tail searches. Long-tail keywords searches are more specific and contain longer phrases that are searched for.
  • Expansive – Constantly expand your PPC campaign and adjust your keyword list so it’s adaptive to the ever changing needs of your customers.

Here’s an example from Hubspot and illustrates how a potential PPC campaign is established in regards to keywords:

hubspot

Some businesses might think that just because they have good organic search results they don’t need to utilize PPC. However this is a bad assumption for four main reasons:

1. Organic rankings are volatile and are ever changing

2. If you have good organic search results adding PPC will double your visibility

3. PPC will increase your click-through rates

4. PPC increases the number of conversions your business will have

As a business, you should always try to get more visibility. Even if you are currently at the top of a search result, that doesn’t mean that your rank won’t change in a week. Here’s an example where Marc Jacobs has used PPC and organic search to ensure that their company website is the first result to appear and their competitors don’t appear first, which could potentially happen if competitors bought specific keywords pertinent to the brand, Marc Jacobs.

Capture 2Ultimately, if a business can successfully combine the SEO from both PPC and organic results they will be able to optimize their visibility and increase their conversions.

Until next time,

Sophia

SEO – How does your site rank on Google search?

Why do websites need SEO? Won’t websites that have good content have good SEO?

“The majority of web traffic is driven by search engines, Google, Bing, and Yahoo!” according to Moz. 

Although social media and other types of traffic can generate visits to your website, search engines are the primary method of searching for information from many customers. If a particular search engine, such as Google, cannot find your site or add your site to their databases, your business has missed out on a large opportunities to bring user traffic to your site. The search box in any web browser carries extraordinary value to users because it indexes information and also can determine your location and filter your results accordingly.

For example, when I type jalapenos in Google search while in Bellingham, WA instead of directing me to pages about the spicy pepper the first result that pops up is the Mexican food chain Jalapenos located in Bellingham. Capture - blogs SEO is a combination of many different aspects such as location, but there’s both a technical and a design side to make sure your site achieves good SEO. Back to the original question, why won’t your site be found without using SEO? Though search engines are very smart and intuitive they still need assistance. Search engines are always trying to crawl the internet more thoroughly and increase their index. There is an ever-increasing amount of information a search engine has to access when a user performs a search. However studies show that if your website isn’t one of the top 3 results that pop up in Google, or your business’s site is below the fold, customers won’t look at your site because most likely they’ve gotten what they were looking for from the top 3 search results.

Here are some more tips from Moz on SEO:

A search engine provides relevant results to its users – by searching through crawling and indexing. What is crawling the internet? Crawling is a process where automated, software-based-robotic spiders search the web for documents, pages, files, news, videos and media through the use of links, and store them in hard drives in order for this information to be recalled when someone searches for it. In order to provide answers, search engines use algorithms to identify sites that are both relevant to the search and have popularity among users as well.

Ultimately, when marketing a site businesses should, “Build it for users, not for search engines.” according to Moz.

According to Moz, there are three types of search queries users will perform and you should cater your information and content to these needs.

  • “Do” Transactional Queries: I want to do something, such as purchasing a plane ticket to Bali.
  • “Know” Informational Queries: I need information, such as the best restaurant in New York City.
  • “Go” Navigation Queries: I want to go to a particular place on the Internet, such as Facebook.

In order to have your website appear in search engine results, marketing is essential. As a business, you need to assess if the content you’re including is accessible. Also, make sure to include keywords and commonly Googled phrases in your website. For example, if you’re an ice cream shop in Bellingham, like Mallards, having certain keywords like homemade ice cream, downtown Bellingham, and other keywords commonly searched for is essential. There is a lot of marketing that occurs between the top 3 search engines and the bidding that goes on in order to get your site to appear in the top 3 results. For example, many people use Chrome, however since Bing and IE are installed on PC’s by default, many users who fall into an older demographic won’t change their search engine. Knowing these fine details is essential for placing your website in the appropriate outlet where your target market will have ample access to it. Another important factor in SEO is that it’s changing constantly and just because you were a top result a week ago in Google doesn’t guarantee that you’ll be a top result the next week.

seo

When developing content for a business, make sure it’s search engine friendly in both its design and implementation. The content on a website should be indexable by search engines but it should still be appealing and answer a user’s question or search. There’s a careful balance between making a website that’s structured for search engines as well as people on the internet who may be converted into users or customers. It’s beneficial to err on the side of caution and add alt tags to photos so they can still be searched even if the images don’t load properly in browsers. It’s also beneficial to add transcripts for videos so the video’s content is searchable and users can follow along while watching the video. It is also essential that all pages link to each other through easy to use navigation. Many of these small features can drastically improve a site’s SEO and can also make a site more accessible to users as well.

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Keywords searches are essential for a business’s website to be found and for their content to be viewed by users. A helpful tool to utilize is Google Adwords because it allows you to see which keywords are being searched for as well as purchase keywords that are used to find your site. Google also assesses content through penguin updates – updates based on links, and panda updates – updates based off of content. Sites can also use black hat links which are links were you pay for people to link to your site which will increase traffic to your site. Ultimately helping your business and increasing customers. Having a website that is designer for both users and search engines is essential.

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Until next time,

Sophia