Google starts showing more images in the web search results – Search Engine Land

Multiple tools that track the Google search results have been showing an increase in the percentage of time that Google shows image results in the core web search results. The image search result box that is sometimes shown in the main search results is now showing up for 1/3rd of all queries according to some reports. SEOClarity published their data this morning showing “images in the Top 10 leaped from an approximately 24% occurrence to a 34% occurrence.” The increase has started around April 13.

What is the Google image box? You can see the image box for many types of queries where Google thinks you may be interested in seeing image search results. Here is an example for a search on [red roses]:

The data providers. As we said above, SEOClarity shared their data showing the spike in image search results showing up in Google. Here is their chart:

Mozcast data shows a similar trend:

As does RankRanger’s data:

Why we should care. Google has been hinting that SEOs should be focusing a bit more on image search over the past few months. Now with Google showing even more image search boxes in the main search results — Google Images may be another source of traffic to your web site that you don’t want to miss out on. Make sure to optimize your images for Google Image search!




30 Proven Ways To Drive Ecommerce Traffic and Conversions To Your Online Store

The famous psychophysicist Dr. Howard Moskowitz once said:

“There is no perfect Pepsi; just different kinds of perfect Pepsi for different groups of people.”

His point is that every visitor that comes to your website is different –– bringing along with them various life experiences and points of view that alter the way your site and products look to them.

It is why it is so crucial for you to determine your buyer personas. You won’t just have one.

  • What makes them tick?
  • Why do they do what they do?
  • What are their hidden or unconscious motivations?

Dr. Robert Cialdini laid out six psychological triggers that can be used to increase sales on your site – one of which being a “liking” factor.

People like to buy things from people they like – and most people like other people who remind them of themselves.

Want to increase your sales? Build out a website that reflects back to your buyers the personas they identify with.

That’s step number one. But it isn’t the only step. Once you get a site up and live, you must understand:

  1. How to drive traffic
  2. How to convert that traffic
  3. How to bring people back
  4. How to measure and report
  5. How to repeat that success

This post will teach you exactly how to do that, subsequently increasing sales, revenue and customer loyalty.

Here are a few things you’ll discover.


How to Drive Ecommerce Traffic and Convert Customers
  • What 10x content is and why it is crucial for increasing your search rankings to drive traffic to your website.
  • How to use industry influencers to grow sales through search engine optimization.
  • Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” method for increasing followers and sales through social media.
  • The importance of mobile and social optimization (89% of smartphone usage is spent on social media apps!) for sales.
  • Why you should follow your competition’s most engaged users.
  • What Phrase Match Keywords are–– and why you’ll get more bang for your buck with them than with Brand Match or Modified Broad Match keywords.
  • Why segmenting your Google Shopping traffic can lead to significant uplift.
  • The importance of reviewing your site search report once a month and querying your own site for at least the top 20 most common searches.
  • How to use psychological triggers to increase and drive conversions.
  • Why the internet is a lot like online dating [i.e. test, iterate, test again].
  • The value of buyer personas and why you should break your analytics efforts down into multiple segments of visitors.
  • What Google Analytic’s Model Comparison Tool is, and when [also why] to use it.

This is us leading you to the ecommerce waters – it’s now up to you to drink.

How to Drive Traffic to Your Online Store

In the online retail world, traffic is the foundation of your brand’s success.

If you can’t drive traffic to your site, conversion and analytics (the second and third tactics) won’t matter.

But, how exactly do you increase ecommerce traffic? A variety of ways. Today, we’ll be covering:

  • Search Engine Optimization: The strategy to increase net new organic (non-paid) traffic over time.
  • Social Media and Social Media Strategy: The strategy to engage with your audience on social media platforms to bring them and their friends back to your site.
  • AdWords/PPC: The strategy of paid placement across the web to earn net new traffic and re-capture visitors who bounced.
  • Google Shopping: The strategy of using Google Shopping to earn middle and bottom of funnel traffic (i.e. high-converting traffic).

Let’s dive in.

1. Search engine optimization.

In my mind, there have been three major phases in SEO.

  1. In the first phase, it was all about metadata, keyword density and basic structure. Search engines were simpler back then and easier to fool. It was possible for startups to compete with industry heavyweights.
  2. The second phase added a new emphasis on unique, quality content and inbound links. This phase gave birth to the ‘Content is King’ movement.
  3. The third phase, the current phase, is the most virtuous of all. To compete with big box chains as a small-to-mid-sized ecommerce retailer, you now have to create what experts call 10x content–– content so meaningful, unique, comprehensive and shareable that it’s ten times better than anything else someone could read on your chosen subject.

You also have to prove to search engines that you’re a contributing, relevant and respected player in your industry community.

Easy, right? Let’s walk through how to optimize your site to increase traffic.

There are 4 main ways.

  1. Architecture, links, general content
  2. 10x content
  3. Community influencer status
  4. Links (again, because it’s that important)

Architecture, Links, General Content

Everything from the first two phases is still important.

In fact, without solid site architecture, unique content and a paddock of quality inbound links, you can’t even get a seat at the table.

Think about those SEO basics as a qualifying competition you have to win to prove you deserve a chance at the Olympics –– or at even playing the game.

If you fail to perfect these basics, you likely will not qualify for further consideration in the minds of the search engines.

Good site architecture looks like this (and BigCommerce already does this for the brands using its platform):

What’s happening here is that you are showing Google the ideal route through your site, how pages are related, and what your general funnel looks like.

This is why it is so important to nestle your product pages as child pages under category pages which are parent pages.

Here’s what that looks like on the BigCommerce backend:

Now, Google reads sitemaps in order to crawl sites and rank them. This is what the structure above creates for Google:

You can find this for your own store using http://www.mydomain.com/xmlsitemap.php

And how does this look on the front-end? Well, that depends on your theme and design. You get to control that part. This part is the technical background to ensuring your site is read and recorded correctly.

These are the bones of your site –– and they need to be strong.

10x Content

10x content can take the form of:

  • User guides
  • Videos
  • Deconstructions
  • Ebooks
  • Definitive essays and/or explainers

The list goes on and on, and is added to every day by the most clever and the most hungry.

10x content needs to have a fresh angle, a wealth of expertise and style, and obviously, overwhelming value.

You’ve got to become one of those hard-charging expert innovators, and it’s not easy.

That’s why athletes need coaches and successful businesspeople need mentors. It takes a community to build this kind of content and expertise.

And, the hard truth is that if you can’t become this kind of an expert, then you probably don’t deserve to rank highly for your keywords.

Remember, the most successful brands do all of these. Let’s look at a few.

Freund Container

Freund Container is one such brand. Check out their resources center homepage, including link off to videos, user guides, deconstructions, essays on trending topics and more.

HVAC Parts Shop

HVAC Parts Shop also does a variety of these tactics. And they are currently seeing a 7% increase in organic traffic MoM as a result.

You’ll see their resources sections in the red box (added by me) on the right-hand side. This page is one of the service manual pages, where hundreds of manuals are included with product breakdown and visuals for each one.

Bright AgroTech provides novice and experienced farmers alike information, tutorials, guides and financial planning kits to help them turn their love for farming into a modern business.

Community Influencer Status

In the world of modern SEO, you’re not going to rank for the keywords that are important to you if you’re not a legitimate authority on the products and services you sell.

Every industry, and every ecommerce site, should have deep and meaningful connections to their relevant communities.

Find the most respected and popular forums, sites, journalists and aggregators in your industry and make yourself invaluable to them.

Write guest posts, answer questions, become an expert and then share your expertise. The links, trust, relevance and traffic will start to flow.

Want an easy way to start doing this?

Begin by connecting with influencers in your segment and then asking them questions about your vertical. Then, publish content highlighting their expertise.

BigCommerce does this for the ecommerce industry. Here are a few of what they call their “round up posts,” which get high visibility thanks to the sharing of content by the influencers included.

Keep in mind, BigCommerce is looking to rank for keywords related to ecommerce. You’ll need to edit your strategy and topics to best match the keywords your brand needs to rank for.

How can you easily set up a program like this?

Use Google Forms.

Create your questions and then send the link to the influencers you know.

That’s it!

Links

Search engines use a variety of signals to rank your site (and the various pages of your site).

Google set themselves apart by introducing link value into their complex ranking algorithm, an algorithm that is still the industry gold standard.

But search engines, no matter how they decide their rankings, reserve pride of place for the quality, the quantity and the relevance of incoming links.

  1. Quantity: Search engines pay attention to the volume of your links. That means you need to be connecting with potential partners, writing guest blog posts, and creating lots of excellent, relevant, shareable content for people to link to.
  2. Quality: Quality links take several factors into account. Perhaps the most important is the trust given to certain domains. Search engines give more value to addresses that end in .edu and .gov than .com, and more value to .com than .xxx. Secondly, you want to get links from sites that have a lot of credibility with search engines; the more impressive the domain, the more impressive the link value.
  3. Relevance: Search engines prevent link-spamming by taking into account the relevance of the referring website. So if your retail website has a thousand inbound links from a bunch random unrelated sites, those links are worth much less.

The Winning Edge

Look for mentions of your brand using a service like Mention and focus on the instances where there is no link to your domain.

Focus your time finding the contact info for the person that can turn that plain text shout-out into a relevant inbound link.

You can get more backlinking advice in our Ecommerce SEO Guide.

2. Utilize social media.

Social media companies like Facebook, Twitter and Instagram have worked their way into practically every aspect of modern life.

Ecommerce is, of course, no different.

Social media is promotion, sales, links, shares and cultural relevance. It’s something that every ecommerce retailer has to take seriously and devote meaningful time and effort toward.

Social media can be the single most important part of an ecommerce traffic generation strategy.

Here are a few brands doing it right, with some tips and insight you can learn from.

BombTech Golf

The founder of BombTech Golf hired a virtual assistant (VA) to respond to every single social media comment his brand got –– good or bad. By doing this, he has built a community of golf lovers with brand loyalty who know that no matter what –– they will get a response.

You can hire VAs at UpWork or Fiverr.

He’s so dedicated to nurturing this community that he even set up a private group for super fans that he promotes on his blog.

Sully’s brand will surpass $12,000,000 in annual sales this year. He launched 3 years ago.

Spellbinders

Spellbinders uses a gallery approach to give their crafting community a centralized hub of inspiration. Pulling from Facebook, Pinterest and Instagram tags, Spellbinders uses their gallery page to show off their community’s creations.

And in less than 1 year, this page alone has generated nearly 1,000,000 additional page views for the brand.

It has also launched their micro-influencer program, which has grown sales 167%.

Sharing then Promoting

Social media is first and foremost a place to share. Promotion comes second.

It’s better to offer several pieces of excellent, non-promotional content for your followers before you follow up with (non-aggressive) self-promotion.

Social media expert Gary Vaynerchuk calls this method “Jab, Jab, Jab, Right Hook.”

Successful social media strategies imbue your pages with personality, are responsive to input from users, are well-designed (for mobile as well as traditional screens), and seek to create genuinely shareable content.

That means it must be informative, attention-grabbing and fun (ideally a combination of all three).

Be careful that you’re not overwhelming people and turning them off with your self-promotion.

Reciprocity/Relationships

Make sure that the actions you perform on social media are helpful to the people you’re trying to attract. That doesn’t just mean providing excellent content (although that’s your first duty); it means seeking opportunities to actually help them.

Follow them, promote them and don’t ask them for favors constantly (Follow me! Click here! Buy now!). 15% of Twitter users unfollow brands within three weeks. Don’t let it happen to you.

Choose the Right Platform

Find out which social media platforms have the most influence and relevance in your industry.

  • If you’re in B2B sales, LinkedIn might be the horse you want to ride.
  • If you’re selling clothing, you might want to take advantage of the photography-centric Instagram.

Even Twitter has opportunities for brands, so think through your strategy and choose your channels wisely.

Mobile Optimization

Remember that a huge percentage of all ecommerce shopping is now done on smartphones. 89% of the time people are using their phones, they’re using an app like Facebook, Twitter, Instagram, LinkedIn or Snapchat.

Always think about how something you share on social media will play on mobile devices.

Know that videos often do better than still images. If you own a stand-up paddle board, don’t just put up a picture of a SUP board; put up a video of somebody actually using it!

And when you post a video, don’t be afraid to de-emphasize long captions and to use numbers and emojis; research shows that such posts get a massive bump in clicks.

Social Media Sales

Many social media sites, Facebook in particular, have gone beyond simple advertisements and links to functionality that allows customers to make purchases on the site.

Facebook Shopping was just the beginning of this trend. Instagram Shopping has now launched, and some brands like Natori are seeing a 1,416% increase in Instagram traffic using it.

80 INSTAGRAM SHOPPING EXAMPLES TO INSPIRE YOU NOW

Your free guide to what other brands across 4 ecommerce verticals are already doing so you can catch up FAST.

Time/Commitment

Social media isn’t something you can delegate to your intern for a few hours every month.

You have to have a genuine time and effort commitment to succeeding, even if the financial benefits aren’t immediately obvious to you.

Social media is the future, and increasingly the present, of online business. Act accordingly.

The Winning Edge

You can often find the highest quality followers by searching for the users that are engaging with your competitor’s content. Follow these people, engage with these people!

They are interested in your market, it’s free publicity and it’s the best way to let people know you exist.

3. Invest in Google AdWords and pay-per-click advertising.

The fastest way to drive traffic to your online store — and the kind that will drive conversions — is to pay for it.

But pay-per-click advertising is a subtle art, especially when you’re trying to compete on unequal terms with a big-box retailer.

How can you beat the big boys without outspending them?

If you’re a smaller retailer, AdWords and other pay-per-click services make it clear that you’re operating at a disadvantage. The market sets the bid price, and the price can be prohibitively high.

But there are a few things you can do to settle the score.

  • Quality Score: Ad Rank in AdWords is a result of your Quality Score and your bid. You probably can’t outbid big boxes, but you can beat their Quality Scores with smart, focused effort. Ad Extensions are just one way to improve your Ad Rank.
  • Bid Modifiers
    • Day Parting: It may be to your advantage to only serve ads during certain times of the day. If you depend on customer service, you might only serve ads during work hours so your staff is available. If you’re selling overseas, you may want to peg your campaigns to their timezones.
    • Geo-Targeting: You can get more specific by targeting certain areas. If you’re selling a specifically urban product, don’t serve ads to Lubbock, TX. If you’re selling horse saddles, don’t serve ads to New York City.
  • Mobile: Some businesses depend on phone calls to close their sales; if you’re one of them, consider an aggressive bid modifier to reach people already using their mobile phones.
  • Match Types: You’re probably already trying to find long-tail opportunities, but are your match types holding you back? Broad Match and Modified Broad Match leave a lot to Google’s interpretation, while carefully placed Phrase Match keywords can help keep costs in check and give you the exposure you need.
  • Re-marketing Overspend: Make sure to segment successful conversions out of your re-marketing audience. Don’t waste money trying to catch fish you already caught.
  • Beyond Google: If you’re on a limited budget, you can sometimes get lower conversion costs by using other search engines. Don’t limit yourself to just Google. See if you can take advantage of other search engines where the competition is less intense.

The Winning Edge

Are the most expensive and broad keywords out of reach for your PPC budget? Use Google’s RLSAs to bid on the most competitive, broad keywords in your space for a fraction of the cost.

4. Use Google Shopping.

Google Shopping is the new frontier of paid search and an awesome way to improve your ecommerce traffic generation .

Different from AdWords, Google Shopping allows users to see pictures of the product they’re looking for, instantly compare prices between ecommerce retailers, filter their results, and even set acceptable price points.

Google Shopping is paid, just like AdWords, but the interfaces and the rules are all different. A modern ecommerce retailer must become an expert at winning these comparison shoppers.

Optimizing The Feed

Google Shopping is all about the feed. Your data quality is foundational for results.

Many ignore this due to technical constraints, but doing so handicaps your shopping efforts.

Here are some ways to optimize the feed:

  • Product Titles: Many believe Google weighs the keywords in order. Thus, title descriptors should read from left to right, most important to least important. For example, you might go in this order: “Brand, Gender, Product, Color, Size.”
  • Product Descriptions: Organize these in the same “most important to least important” way that you organized your product titles. Don’t waste words; people are searching with keywords, so keep those in mind. Short, to the point, and keyword targeted is the way to go. Stay under 1000 characters.

Here are a couple additional tips:

  • Last Click Conversion: Google Shopping customers are at the bottom of the funnel. They often have done their research already. So don’t be bashful with your bids! These folks are often ready to buy.
  • Budget: Google Shopping is growing. Killing the sidebar ads only made PLAs (Product Listing Ads) more prominent. That means it should be a growing portion of your budget.

The Winning Edge

RLSAs now enable advertisers to customize bids on Google Shopping for cart-abandoners, loyal customers, nearby shoppers and others.

Use your re-marketing lists from Google Analytics in Shopping campaigns to either target and bid (or bid only) on users from those lists.

How to Start Driving Conversions

Maximizing conversions is about efficiency — specifically, optimizing your website to convert the visitors you drove to your site.

It’s about knowing your users, your competition and your industry, and using that knowledge to take advantage where and when you can.

Landing Page Optimization

Landing pages are the pages on your site that drive traffic; from paid search, from inbound links, and from your SEO efforts.

To fully optimize them for conversion, you need to make sure you’re running full speed on several fronts:

  1. Speed: Your website needs to load instantly, respond to clicks instantly and never ever frustrate a user (or make them doubt your legitimacy) by slowing down.
  2. Cleanliness is next to Godliness: Your website should be clean, easy to read, navigate and operate. Clean design increases buy-in, trust and sales.
  3. It must be relevant (it must match) to the traffic source: For instance, if your AdWords ad for Converse All-Star Sneakers lands people on your home page, you’ve failed. You’re confusing them and creating a large barrier to entry (they’re going to have to search your site for the shoes they want, rather than being instantly directed to them).
  4. It must have a clear call to action: When people click on a link, an ad or a Google listing, they have moved into the conversion pipeline; they are interested in what you’ve got to sell, and they’re interested in getting it from you. That’s why you cannot fail to have a large, clear, effective call to action on the landing page.

Product Pages

Product pages are often used as landing pages, but make no mistake, they’re a horse of a different color.

They are the most important part of your conversion funnel.

This is where buyers are making a decision; this is where the proverbial iron is hot.

Google Shopping traffic will always land on a product page, and some of your AdWords and paid search traffic will too. An efficient product page is the hallmark of a successful ecommerce retailer; at PriceWaiter, we’re obsessed with them.

There are five important elements to consider when optimizing your product pages.

1. Trust

While you’ve hopefully developed a strong base of repeat customers, first time visitors won’t really know much about you. That’s why it’s so important to quickly build trust.

Trust badges, seals and icons are de rigeur for shopping carts, but you need to introduce an element of trust up front on your product pages and with your product descriptions. Don’t give your customers any reason to doubt your credibility.

2. Urgency

A key element to getting someone to actually make the leap and check out is creating a sense of urgency. When people feel that they have to make a decision sooner rather than later, they are more likely to pull the trigger on a purchase.

There a lot of smart ways to do this: setting time limits on sales, letting people see that the number of products in stock is low; timers that let them know how quickly they need to order something for it to arrive at a certain date. Think about clever ways you can make your customers’ buying decisions more urgent.

3. Buttons

The “Buy” button (which shouldn’t necessarily say “Buy”) is the most important call to action on your product page.

And as befits a feature of such importance, you need to test many different versions before settling on one.

  1. What should the button say?“Add to Cart,”“Buy Now,”“Get Started!,” etc. When selecting your button language it’s important to both know your audience and test different versions.
  2. Where should it be located? When designing your mobile product page, you want the button to be right under the user’s thumb; the easier to buy from you with! On a standard page, buy buttons are traditionally in the bottom right quadrant of the screen, where the reader’s eye will naturally stop.
  3. What color should it be? The answer is different for every industry and every site. Some people say never use a red button; but studies have been done showing a red button is sometimes the best color. Others swear by the color orange. In the end, creating a consistent contrast between your buttons and the dominant colors of the site and/or product page is most important. But remember: test and measure!

4. Engagement

Make sure your product pages are sticky. You aren’t going to convert every visitor to your product pages (or even 10% of them), but there are a lot of ways to get your site to stick in their mind, to engage with them so they’re more likely to come back, or even to extend the sales window.

Recommended Apps To Increase Engagement

Here are a couple examples of winning product pages that essentially act as landing pages (i.e. high converting!).

Handpicked Wines

My Magic Mud

The Winning Edge

Segment your Google Shopping traffic (AKA comparison shoppers) and dynamically change important product page elements just for them.

Getting aggressive on this paid segment can lead to significant uplift.

5. A/B & User Testing

Everything on a product page needs to be tested.

The internet is unique in giving retailers the ability to test big decisions efficiently and scientifically; a lot like online dating.

Ecommerce retailers are often too close to their product pages to see them clearly. User testing allows you to watch people interact with your site in real time as they narrate their impressions, frustrations and pleasures.

These sessions can be tremendously eye-opening and fill your A/B testing pipeline with new ideas.

Here are 2 of the industry’s best tools to use:

The Winning Edge

Don’t just user test your own site. Have the testers perform the same tasks on your site and a few competitors –– without them knowing which site is paying them for the test. Use this unbiased feedback to help you come up with new A/B tests.

Site Search

Users using your site search are more engaged than the typical shopper and are offering to literally type in their purchase intentions.

Retailers often forget about site search once the initial implementation of a new search appliance is a few months old.

Be sure to review your site search report once a month and query your own site for at least the top 20 most common searches.

You can do this in your BigCommerce Analytics. Check it out:

Better yet, have unbiased users perform the same searches and provide quality feedback you can use to better merchandise your SERPs.

How to Segment with Analytics and Data

Your analytics are what give you insight into the strengths and weaknesses of your site, what works and what doesn’t, and what you need to do to keep running, keep growing and keep winning.

It’s a long-game play here, and there are no overnight successes.

However, once your get everything set up, you’ll be able to track, measure and then double down where things are working to quickly grow sales.

Segmentation

It’s rarely valuable to only monitor your site’s overall conversion rate or bounce rate.

The reason is that the data is too muddled; there are too many variables that could be affecting the outcome.

It’s far better to break your analytics efforts down into multiple segments of visitors. That way you can begin to isolate, understand and control for variables.

There will be a big difference in how different classes of visitors interact with your site. You want to know:

  • how new visitors behave
  • how return visitors behave
  • people who’ve added to cart
  • mobile vs. non-mobile
  • the list goes on…

As the famous psychophysicist Dr. Howard Moskowitz has taught us:

“There is no perfect Pepsi; just different kinds of perfect Pepsi for different groups of people.”

Google Analytics is the industry’s #1 source of truth for digital metrics as outlined above. Google’s Enhanced Ecommerce Analytics take that source of truth one step further for ecommerce brands, giving you absolutely everything you need to know from homepage to checkout.

BigCommerce Analytics and Insights can be helpful here too.

In the Customer report, you’ll get a top line view of customers, new customers and % new v. returning.

You also get an individual customer level view, showing you AOV, average price point for the customer, any discounts used and channels that brought them in.

In Insights, you can get a view of your:

  • Best customers
  • Lowest AOV customers
  • Customer lifetime value by channel
  • Customer lifetime value by product

The Big Questions to Ask Your Data

  1. Who are your visitors? Are they coming from mobile or desktop? Are they from California or Tennessee?
  2. Where did they come from? Facebook? Twitter? Paid Search? A link from another site? Google search?
  3. What did they do? How long did they stay on your site? Did they leave and come back? Did they abandon the cart? How many pages did they visit? How many products did they look at?

Re-Marketing Lists

When you’ve done the work above, you can create very powerful re-marketing lists based on what you know about the people who have visited your site.

Pro Tip

One of the best tactics for B2C brands here is to download the Best Customers report, and then use those emails to find lookalikes on Facebook.

What Gets Measured Gets Attention

Your marketing team can only work well with good, measurable data. What gets measured gets optimized.

Now there are some retailers who go overboard with reporting minutiae, which can ultimately lead to institutional paralysis. Finding the right balance is important.

The Winning Edge

Create an Advanced Segment in Google Analytics for your branded traffic. Toggling your reports or favorite GA views to exclude this loyal, familiar segment can radically change the perceived results and conversion rate for a given campaign.

Attribution

It’s crucial to correctly attribute the sources of your conversions. If someone clicks on a paid search ad and then checks out, you might think that sale belongs to paid search.

But what if they first time they clicked on your ads was through Facebook? Now it’s more complicated.

Attribution has always been a complex topic, and with modern sales channels, it’s much more sophisticated.

Early on it was simply first-click versus last-click, as described above. But now you have to consider channels, devices, non-direct interactions and more.

What’s important is that you are aware of the model used in your conversion reports, and how that model works.

While Google Analytics defaults to last-click (with the exception of direct traffic), you can use the Model Comparison Tool to see how other models would affect a given data set.

The Winning Edge

If you’re using AdWords, Google is soon going to let you pick between six attribution models that would flow throughout your AdWords account.

Dashboards

Ecommerce retailers need to keep track of all the important (and disparate) information about their site on optimized dashboards.

There are many companies offering robust dashboarding solutions.

These may be overwhelming and lead to inaction, so try starting small with Google Analytics’dashboard offering. A solid ecommerce dashboard in GA could include:

  1. Total Site Traffic with key trends (Bounce Rate, Avg. Session Duration, Pages/Visit)
  2. Organic Site Traffic Trend with top 7-10 landing pages
  3. Ecommerce Data with trendline of revenue & transactions
  4. AdWords Spend
  5. Traffic Sources Pie Chart

The Winning Edge

Use a real-time widget on your Google Analytics dashboard to monitor how traffic spikes and which pages spike most when you get significant press mentions or send a massive email campaign.

Final Word

In the end, it’s not the fastest, the most efficient, or the strongest retail site that wins — it’s the one that combines all three tactics.

Successful ecommerce sites have to drive traffic in droves, convert those visitors efficiently, and keep diligent track of their data in order to properly iterate.

Just as a two-legged table cannot stand, an ecommerce site that’s only good at one or two things cannot reach its full potential.




What Is Digital Marketing?

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

It is. In fact, “constant” internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter — in other words, any form of marketing that exists online.

At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.

So, how do you define digital marketing today?

A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in a minute.

Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.

Search Engine Optimization (SEO)

This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.

There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:

  • On page SEO: This type of SEO focuses on all of the content that exists “on the page” when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
  • Off page SEO: This type of SEO focuses on all of the activity that takes place “off the page” when looking to optimize your website. “What activity not on my own website could affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative “authority” of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.

Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:

  • Blog posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
  • Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company and moving people through the buyer’s journey.
  • Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.

Want to learn and apply content marketing to your business? Check out HubSpot Academy’s free content marketing training resource page.

Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:

  • Facebook.
  • Twitter.
  • LinkedIn.
  • Instagram.
  • Snapchat.
  • Pinterest.
  • Google+.

Pay Per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:

  • Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business’s audience.
  • Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
  • Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.

Affiliate Marketing

This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:

  • Posting affiliate links from your social media accounts.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.

Marketing Automation

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

  • Email newsletters: Email automation doesn’t just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.
  • Social media post scheduling: If you want to grow your organization’s presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy.
  • Lead-nurturing workflows: Generating leads, and converting those leads into customers, can be a long process. You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook.
  • Campaign tracking and reporting: Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it’s serving, and then track the performance of that campaign based on the progress all of these components make over time.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:

  • Blog subscription newsletters.
  • Follow-up emails to website visitors who downloaded something.
  • Customer welcome emails.
  • Holiday promotions to loyalty program members.
  • Tips or similar series emails for customer nurturing.

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:

  • Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company.
  • Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation.
  • Engaging comments on your personal website or blog: Similar to the way you’d respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.

Inbound Marketing

Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing: 

  • Blogging vs. pop-up ads
  • Video marketing vs. commercial advertising
  • Email contact lists vs. email spam

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company’s performance across each one. A digital marketer who’s in charge of SEO, for example, measures their website’s “organic traffic” — of that traffic coming from website visitors who found a page of the business’s website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand’s digital channels.

Here are some examples of these specialists:

SEO Manager

Main KPIs: Organic traffic

In short, SEO managers get the business to rank on Google. Using a variety of approaches to search engine optimization, this person might work directly with content creators to ensure the content they produce performs well on Google — even if the company also posts this content on social media.

Content Marketing Specialist

Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers

Content marketing specialists are the digital content creators. They frequently keep track of the company’s blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.

Social Media Manager

Main KPIs: Follows, Impressions, Shares

The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company’s written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.

(Note: Per the KPIs above, “impressions” refers to the number of times a business’s posts appear on the newsfeed of a user.)

Marketing Automation Coordinator

Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate

The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers’ behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it’s important for there to be someone who can group these digital activities into individual campaigns and track each campaign’s performance.

Inbound Marketing vs. Digital Marketing: Which Is It?

On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?

The term “digital marketing” doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.

On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.

Does digital marketing work for all businesses?

Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say all businesses should implement a digital marketing strategy in the same way.

B2B Digital Marketing

If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you’re probably less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.

What is the role of digital marketing to a company?

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Here are some examples:

Website Traffic

With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software, available in marketing platforms like HubSpot.

You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.

This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.

With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.

Content Performance and Lead Generation

Imagine you’ve created a product brochure and posted it through people’s letterboxes — that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.

Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.

Attribution Modeling

An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business.

We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

Connecting the dots between marketing and sales is hugely important — according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer’s’ journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.

What types of digital content should I create?

The kind of content you create depends on your audience’s needs at different stages in the buyer’s journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience’s goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.

Then, you’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping.

With content mapping, the goal is to target content according to:

  1. The characteristics of the person who will be consuming it (that’s where buyer personas come in).
  2. How close that person is to making a purchase (i.e., their lifecycle stage).

In terms of the format of your content, there are a lot of different things to try. Here are some options we’d recommend using at each stage of the buyer’s journey:

Awareness Stage

  • Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
  • Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

Consideration Stage

  • Ebooks. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
  • Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.

Decision Stage

  • Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
  • Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

How long will it take to see results from my content?

With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.

If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.

If paid advertising is part of your digital strategy, then the results come even quicker — but it’s recommended to focus on building your organic (or ‘free’) reach using content, SEO, and social media for long-term, sustainable success.

Do I need a big budget for digital marketing?

As with anything, it really depends on what elements of digital marketing you’re looking to add to your strategy.

If you’re focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.

You can get started by hosting a website and creating content using HubSpot’s CMS. For those on a tight budget, you can get started using WordPress hosted on WP Engine and using a simple them from StudioPress.

With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.

How does mobile marketing fit into my digital marketing strategy?

Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn’t mobile’s biggest fan compared to other countries.

This means it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.

Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.

I’m ready to try digital marketing. Now what?

If you’re already doing digital marketing, it’s likely that you’re at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

That’s why we created — a step-by-step guide to help you build a digital marketing strategy that’s truly effective, whether you’re a complete beginner or have a little more experience. You can download it for free here.




Enlaces rotos: cómo encontrar, corregir y beneficiarse de enlaces rotos

Los enlaces son los que mantienen unida a la web. Esencialmente, la web se llama como tal debido a la capacidad de las páginas y los sitios para enlazar a otras fuentes en información relevante. Por lo tanto, si los enlaces están rotos, un visitante no tiene forma de moverse al otro recurso. No solo los enlaces rotos son malos por varias razones, pero frustran a los visitantes. Imagínese finalmente encontrando la información que solo necesita que se le niegue debido a un enlace roto. Este breve artículo lo ayudará a comprender qué son los enlaces rotos, qué los causa, el daño que hacen, cómo encontrarlos y cómo solucionarlos. La información que se proporciona aquí le ayudará a asegurarse de que no haya enlaces rotos en su sitio y le ayudará a lidiar con los enlaces rotos que deberían atraer a los visitantes a su sitio.

 

¿Qué es un enlace roto?

En una ejecución de prueba contra un subconjunto de sitios web del S&P 500, Link Tiger encontró que todos los sitios tenían enlaces rotos. El promedio de enlaces rotos por sitio fue de 2.4%. Algunas de las compañías más grandes tenían números aún más altos que eso: Tech Data – 8.62% Cisco – 4.85% CenturyLink – 4.64% Apple – 4.57% Mientras que a otras les fue mucho mejor: Comcast – .01% Dell – .14% WDC – .33% Xerox – .37% Sin embargo, antes de profundizar, es importante comprender qué es un enlace roto. Technopedia define un enlace roto como “un hipervínculo que está vinculado a una página web externa vacía o inexistente”. Los enlaces rotos también se denominan enlaces muertos.

 

En pocas palabras, un enlace roto es un enlace que no lo lleva a lo esperado: recurso. Cuando hace clic en un enlace, espera visitar otra página web, ver una imagen, abrir un archivo PDF, etc. Cuando se rompe el enlace, recibe un error de 404. Esta página le informará que la página web o el archivo que está buscando no está disponible. Cuando un sitio web no ha verificado la existencia de enlaces rotos y no reparó estos enlaces muertos durante mucho tiempo, sufrió la rotura de enlaces. Este término describe sitios web con una gran cantidad de enlaces rotos.

 

¿Qué causa los enlaces rotos?

Hay una serie de cosas que causan enlaces rotos. Algunas son culpa del webmaster y otras son culpa de los sitios web a los que apunta un enlace. Independientemente de quién tiene la culpa, los enlaces rotos son causados ​​por errores que incluyen: La URL incorrecta utilizada por el propietario del sitio web para el enlace. Esto puede ocurrir por un simple error tipográfico o error al ingresar la URL en la etiqueta <href>.

 

El sitio web de destino eliminó el recurso al que se vinculó. Esto sucede cuando el contenido se vuelve obsoleto, las imágenes se usan sin permiso o solo cuando el webmaster decide eliminar algo. El sitio web de destino se ha movido permanentemente a una nueva URL. Esto puede deberse a una fusión / adquisición o incluso a un cambio de nombre de dominio. El recurso al que se está vinculando se encuentra detrás de un firewall que impide el acceso al contenido.

 

Recuerda, no todos hacen que su contenido sea accesible para el resto de la web. Tal vez estuvo abierto al mismo tiempo, pero ahora se encuentra detrás de un muro de pagos. Comprender por qué un enlace no funciona es tan importante como encontrarlo en primer lugar. La razón obvia es que si sabes por qué un enlace está roto, sabrás cómo solucionarlo. Sin embargo, vamos a dar un paso más. Si sabe qué causa los enlaces rotos, también es menos probable que cometa esos errores. Al reducir la posibilidad de que un enlace se rompa desde el principio, está reduciendo la posibilidad de que dañen su sitio web en el futuro. Es lamentable que muchos webmasters, comerciantes y propietarios de negocios solo vean los enlaces rotos como una molestia en lugar de un problema mayor.

 

John Mueller de Google abordó una vez la pregunta: – ¿Los enlaces redirigidos causan problemas de clasificación ?: Los cambios en la web, a veces los enlaces antiguos se rompen. Googlebot no va a perder el sueño por enlaces rotos :). Así que, algunas personas suponen que los enlaces rotos no son un problema tan grande. Desafortunadamente, esto está mal. Mientras que algunos enlaces rotos no van a aplastar tus esfuerzos de SEO, ciertamente no van a ayudar. Por supuesto, hay otras formas en que también causarán daño a su sitio web.

 

Search Engine Optimization (SEO)

Lo sé, Google dice que Googlebot no lo va a castigar por los enlaces rotos. Sin embargo, hay algunas formas en que los enlaces rotos dañarán sus esfuerzos para posicionarse en los motores de búsqueda como Google. Por ejemplo, si está enlazando a una página dentro de su sitio y ese enlace está roto, las arañas de los motores de búsqueda tendrán problemas para encontrarlo.

 

Cuando llegan a esa página, no se encuentra el error 404, el contenido por el que trabajaste tan duro para crear y promocionar no recibe ningún amor de los motores de búsqueda. Una vez que llega a ese enlace roto, pasa a la siguiente y a las páginas que no. El rastreo no se indexa. Las páginas que no están indexadas no reciben una clasificación y, por lo tanto, los usuarios de los motores de búsqueda no pueden encontrarlas. Otra forma en que los enlaces rotos perjudican la optimización de su motor de búsqueda es el tiempo que permanecen los visitantes en su sitio.

 

Si se encuentran con enlaces rotos, es probable que busquen en otro lugar la información que necesitan. Después de todo, no pueden encontrarlo en su sitio. La mayoría de los expertos están de acuerdo en que las páginas con altas tasas de rebote no se clasifican.




Los mensajes de Android obtienen el modo oscuro, la interfaz renovada y la función de respuesta inteligente

Los mensajes de Android han recibido una nueva actualización que trae un modo oscuro. La última actualización de los Mensajes de Android (versión 3.5) también incluye una interfaz renovada que tiene elementos del Tema Material de Google, así como la fuente de Google Sans. La nueva interfaz coincide con el diseño de la aplicación de mensajería patentada de Samsung que tiene un fondo completamente blanco.
Google también presentó su función de respuesta inteligente basada en el aprendizaje automático que llegó inicialmente a la bandeja de entrada de Gmail en 2015. La aplicación de mensajes de Android recibió la misma función de respuesta inteligente en enero de este año, pero se limitó a los usuarios de Project Fi.
Entre otras novedades características, la aplicación actualizada de Mensajes de Android ha incluido el modo oscuro que le permite transformar completamente el fondo de blanco a negro y las fuentes de negro a blanco. La función es especialmente útil si utiliza con frecuencia los mensajes de Android por la noche o en condiciones de poca luz, ya que elimina los límites de emisión de luz no deseada de la pantalla. Sin embargo, como señala Android Police, la aplicación muestra colores invertidos en las conversaciones una vez que se habilita el modo oscuro, mientras que los mensajes que enviaste a un destinatario siempre vienen en una burbuja azul claro junto con una fuente azul más oscura.
Mensajes de Android con modo oscuro
Puedes habilitar el modo oscuro en la aplicación de Mensajes actualizada tocando la tecla de menú de tres puntos en la esquina superior derecha de la pantalla y luego seleccionando la opción Habilitar el modo oscuro. Al seguir el mismo proceso, también puede volver al modo normal. Además de en el modo oscuro, la aplicación actualizada de Mensajes de Android ofrece una interfaz basada en el tema del material que agrega un fondo completamente blanco y una fuente de Google Sans.
La interfaz renovada también reemplaza el FAB original ‘+’ con un botón más grande que, de forma predeterminada, muestra el texto ‘Iniciar chat’. El texto se reemplaza con el ícono del nuevo mensaje una vez que se desplaza hacia abajo. La aplicación actualizada de Mensajes de Android también trae una función de Respuesta inteligente que puede habilitarse yendo a la configuración de la aplicación. La función utiliza sus mensajes recientes para mostrarle sugerencias relevantes.
Sin embargo, Google asegura a los usuarios que no almacena los mensajes para ofrecer sugerencias. Como mencionamos, la función Respuesta inteligente fue inicialmente una parte de Gmail, aunque Google lo envió a Mensajes de Android a principios de este año, pero solo para los usuarios de Project Fi. .La aplicación actualizada de Mensajes de Android se está implementando para todos los dispositivos compatibles a través de Google Play. Mientras tanto, puede descargar su archivo APK de APK Mirror para obtener la última experiencia antes de su lanzamiento formal para su teléfono.