The Importance of Online Reputation Management for Small Businesses

Having a good digital footprint for your small business is absolutely essential in the modern age of information technology. Your company’s digital footprint basically refers to your online reputation. Whether you are aware of it or not, your business, along with the hundreds of thousands of others out there, has an online reputation that may or may not be positive. Buyers post reviews about your services and products not only on your website and related forums but also on a host of social media platforms such as Facebook and Twitter. Even the slightest hint of a negative reputation online can be enough to drive your customers away. This is why it is absolutely vital that you pay attention to online reputation management for your small business.

Managing your online reputation

In the face of this research and given the stiff competition that most businesses face, it has become more vital than ever before for small businesses to take active steps in managing their online reputation. Here are some ways in which you can do that:

Keep an eye on online reviews: You need to be aware of how your business is being judged by actual customers on the internet. If your brand has negative reviews you must take the necessary measures to turn those reviews into positive ones.

Maintain a complete website: Simply having a website on the internet is not enough. You have to ensure that it is user friendly, provides excellent knowledge about your products and services, is easy for prospective customers to find, and instils a sense of confidence in casual visitors that could eventually turn into paying customers.

Build a strong customer base: If you can build a loyal customer base that talks about your business in a positive light, then your sales could be enhanced considerably. Using the power of blogs is one of a number of great ways to do this.

As is evident from the above, online reputation management involves a lot of hard work and consistent efforts. Ignoring your online reputation can have disastrous results so it is well worth considering using the services of an online business reputation management company to boost your chances of a positive internet image.

Research conducted by various public relations firms has thrown up surprising results regarding a business’s online reputation. It shows that companies that have a less than desirable online reputation, especially those that have a negative image on the internet, could see a significant drop in sales. It does not matter if the particular business has one of the best products in the industry or even if it provides excellent services. If the company’s web image is negative it could significantly impact on sales.

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Best Practices of Responsive Web Design

Google has officially recommended Responsive Web Design as their preferred method for building mobile websites. If you have a website or a blog, it is time to consider switching to responsive design instead of maintaining separate mobile- and tablet-friendly websites.

If you are new to the concept of Responsive Web Design (RWD), here are the common questions that you may have around this technique.

Why should I switch my website to RWD?

Your website looks great of the desktop screen but it may not be true when your site is viewed on a smartphone or a tablet. Once you make the design responsive, the website will look good (and readable) on all screens.

With Responsive Design you can create one design and it will automatically adapt itself based on the screen size of the mobile device. This approach offers plenty of advantages:

•             It saves time and money as you don’t have to maintain separate websites for desktops and mobile phones.

•             Responsive Design is good for your website’s SEO (search rankings) as every page on your site will have a single URL and thus Google juice is preserved. You don’t have to worry about situations where some sites link to your mobile site while others link to your desktop site.

•             Your Google Analytics reports will paint a better picture of your site’s usage since the data from mobile and desktop users will be consolidated.

•             The same will be true for the social sharing stats (Facebook Likes, Tweets, +1’s) since the mobile and desktop versions of your web pages will have the same URL.

•             Responsive Designs are easier to maintain as they do not involve any server-side components. You just have to modify the underlying CSS of a page to change its appearance (or layout) on a particular device.

What should I know to get started with Responsive Design?

Responsive Design is pure HTML and CSS. You create rules in CSS that change style based on the screen size of the user’s device.

For example, you can write a rule that says if a user’s screen-size is less than 320 pixels, don’t show the sidebar or if the screen size is greater than 1920 pixels (widescreen desktop), increase the font size of the body text to 15px.

How do I check if particular website is using Responsive Design?

That’s easy. Open that website in any desktop browser and resize the browser. If the site’s layout changes as you resize, the design is responsive.

If I go with the Responsive Design approach, will my website work with older browsers?

Mostly yes. RWD uses CSS3 media-queries and HTML5 (for better semantics) that are not supported in older versions of IE. However, there are JavaScript based solutions — respond.js and modernize for example — that bring the power of CSS3 and HTML5 to older browsers including IE6.

Does Responsive Design play nicely with advertising networks like Google AdSense?

If you using ads on your website, you should carefully choose the formats because wide units (like the 728×60 pixel leaderboard) may not fit on a 320px mobile screen. I prefer using standard rectangular units (like 300×250) since they easily fit on smartphone screens and widescreen desktops.

There are thousands of mobile devices. What screen resolutions should my responsive website support?

I would recommend setting break points for at least the following viewports in your CSS3 Mediaqueries — 320px (iPhone landscape), 480 px (iPhone portrait), 600px (Android Tablets), 768px (iPad + ~Galaxy Tabs) and 1024px (iPad landscape and desktops).

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Introduction to style sheets

Style sheets represent a major breakthrough for Web page designers, expanding their ability to improve the appearance of their pages. In the scientific environments in which the Web was conceived, people are more concerned with the content of their documents than the presentation. As people from wider walks of life discovered the Web, the limitations of HTML became a source of continuing frustration and authors were forced to sidestep HTML's stylistic limitations. While the intentions have been good -- to improve the presentation of Web pages -- the techniques for doing so have had unfortunate side effects. These techniques work for some of the people, some of the time, but not for all of the people, all of the time. They include:

•             Using proprietary HTML extensions

•             Converting text into images

•             Using images for white space control

•             Use of tables for page layout

•             Writing a program instead of using HTML

These techniques considerably increase the complexity of Web pages, offer limited flexibility, suffer from interoperability problems, and create hardships for people with disabilities.

Style sheets solve these problems at the same time they supersede the limited range of presentation mechanisms in HTML. Style sheets make it easy to specify the amount of white space between text lines, the amount lines are indented, the colors used for the text and the backgrounds, the font size and style, and a host of other details.

Flexible placement of style information

Placing style sheets in separate files makes them easy to reuse. Sometimes it's useful to include rendering instructions within the document to which they apply, either grouped at the start of the document, or in attributes of the elements throughout the body of the document. To make it easier to manage style on a site basis, this specification describes how to use HTTP headers to set the style sheets to be applied to a document.

Independence from specific style sheet languages

This specification doesn't tie HTML to any particular style sheet language. This allows for a range of such languages to be used, for instance simple ones for the majority of users and much more complex ones for the minority of users with highly specialized needs. The examples included below all use the CSS (Cascading Style Sheets) language [CSS1], but other style sheet languages would be possible.

Cascading

This is the capability provided by some style sheet languages such as CSS to allow style information from several sources to be blended together. These could be, for instance, corporate style guidelines, styles common to a group of documents, and styles specific to a single document. By storing these separately, style sheets can be reused, simplifying authoring and making more effective use of network caching. The cascade defines an ordered sequence of style sheets where rules in later sheets have greater precedence than earlier ones. Not all style sheet languages support cascading.

Media dependencies

HTML allows authors to specify documents in a media-independent way. This allows users to access Web pages using a wide variety of devices and media, e.g., graphical displays for computers running Windows, Macintosh OS, and X11, devices for television sets, specially adapted phones and PDA-based portable devices, speech-based browsers, and braille-based tactile devices.

Style sheets, by contrast, apply to specific media or media groups. A style sheet intended for screen use may be applicable when printing, but is of little use for speech-based browsers. This specification allows you to define the broad categories of media a given style sheet is applicable to. This allows user agents to avoid retrieving inappropriate style sheets. Style sheet languages may include features for describing media dependencies within the same style sheet.

Alternate styles

Authors may wish to offer readers several ways to view a document. For instance, a style sheet for rendering compact documents with small fonts, or one that specifies larger fonts for increased legibility. This specification allows authors to specify a preferred style sheet as well as alternates that target specific users or media. User agents should give users the opportunity to select from among alternate style sheets or to switch off style sheets altogether.

Performance concerns

Some people have voiced concerns over performance issues for style sheets. For instance, retrieving an external style sheet may delay the full presentation for the user. A similar situation arises if the document head includes a lengthy set of style rules.

The current proposal addresses these issues by allowing authors to include rendering instructions within each HTML element. The rendering information is then always available by the time the user agent wants to render each element.

In many cases, authors will take advantage of a common style sheet for a group of documents. In this case, distributing style rules throughout the document will actually lead to worse performance than using a linked style sheet, since for most documents, the style sheet will already be present in the local cache. The public availability of good style sheets will encourage this effect.

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Why Joomla

When setting up a new website there are a lot of factors to consider, like your design and domain name, but the most important of all is choosing the right platform. This is crucial and not a decision to be taken lightly.

There are a number of factors that need to be taken into account, such as cost, time, quality, flexibility and control.

There is only one award-winning content management system used by millions around the world, including some of the most respected corporations, that meets all of these needs: Joomla.

1. 2.8% of the World’s Websites Use Joomla

You can’t argue with 35 million downloads and counting, or as the Joomla website says, one download every 2.5 seconds. Impressive stuff.

Joomla powers the websites of some of the world’s most well-known and much-loved brands like Pizza Hut and Kelloggs and even the websites for Leonardo Di Caprio and Gorillaz!

2. Joomla Has More Than 6000 Extensions

What WordPress folk refer to as “plugins”, Joomla developers refer to as “extensions”.

3. Some of the Biggest and Most Respected Companies in the World Use Joomla

Pizza Hut, the UK Ministry of Defence, the Greek Government, the High Court of Australia and MTV in Greece are just some of Joomla’s biggest fans.

Joomla powers the restaurant’s website for the Arabian Peninsula, ensuring information is easily on hand for budding burger flippers with stars in their eyes wanting to find out more about the region’s Hamburger University.

4. The Admin Area Inspires Greatness

Joomla’s endless lists of text that seem to go on and on and on, the multiple sets of navigation and the fact is calls me a “Super User” like I’m some sort of web wunderkind who controls the interwebs from the admin area that in no way at all looking bland and boring. I’m in love.

5. The Default Templates are Simply Stunning

There’s no need to download any of the hundreds (not thousands) of fancy new templates when two high quality templates are already installed for free. And when you get tired of one template (which is highly unlikely) you can just switch to the other template.

Flexibility: I’ve said it before and I’ll say it again. Over 90% of the web-related needs of small businesses can be satisfied by an existing solution. At the time of writing, 

http://extensions.joomla.org is “serving 3609 extensions to the community”. The vast majority of these are free which also helps to keep costs down. What this means is that my clients can describe a vision of what they want to see on their site and 9 times out of 10, I’ll be able to present them with a quick and effective solution to meet their needs. Remember, we’re talking small business here and not some brand-focused multinational corporation. So the expectations can easily be met or exceeded.

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Responsive vs Adaptive web design

It might seem the same but it isn't. Both approaches complement each other, so there is no right or wrong way to do it. Let the content decide.

The flow

As screen sizes become smaller, content starts to take up more vertical space and anything below will be pushed down, it's called the flow. That might be tricky to grasp if you are used to design with pixels and points, but makes total sense when you get used to it.

Relative units

The canvas can be a desktop, mobile screen or anything in between. Pixel density can also vary, so we need units that are flexible and work everywhere. That's where relative units like percents come in handy. So making something 50% wide means it will always take half of the screen (or viewport, which is the size of the opened browser window).

Breakpoints

Breakpoints allow the layout to change at predefined points, i.e. having 3 columns on a desktop, but only 1 column on a mobile device. Most CSS properties can be changed from one breakpoint to another. Usually where you put one depends on the content. If a sentence breaks, you might need to add a breakpoint. But use them with caution – it can get messy quickly when it's difficult to understand what is influencing what.

Max and Min values

Sometimes it's great that content takes up the whole width of a screen, like on a mobile device, but having the same content stretching to the whole width of your TV screen often makes less sense. This is why Min/Max values help. For example having width of 100% and Max width of 1000px would mean that content will fill the screen, but don't go over 1000px.

Nested objects

Remember the relative position? Having a lot of elements depending on each other would be difficult to control, therefore wrapping elements in a container keeps it way more understandable, clean and tidy. This is where static units like pixels can help. They are useful for content that you don't want to scale, like logos and buttons.

Mobile or Desktop first

Technically there isn't much of a difference if a project is started from a smaller screen to a bigger (mobile first) or vice versa (desktop first). Yet it adds extra limitations and helps you make decisions if you start with mobile first. Often people start from both ends at once, so really, go and see what works better for you.

Webfontsvs System fonts

Wanna have a cool looking Futura or Didot on your website? Use webfonts! Although they will look stunning, remember that each will be downloaded and the more you'll have, the longer it will take to load the page. System fonts on the other hand are lightning fast, except when the user doesn't have it locally, it will fall back to a default font.

Bitmap images vs Vectors

Does your icon have lot of details and some fancy effects applied? If yes, use a bitmap. If not, consider using a vector image. For bitmaps use a jpg, png or a gif, for vectors the best choice would be a SVG or an icon font. Each has some benefits and some drawbacks. However keep in mind the size -- no pictures should go online without optimization. Vectors on the other hand often are tiny, but some older browsers won't support it. Also, if it has lots of curves, it might be heavier than a bitmap, so choose wisely.

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Responsive Web Design Basics

The use of mobile devices to surf the web is growing at an astronomical pace, but unfortunately much of the web isn't optimized for those mobile devices. Mobile devices are often constrained by display size and require a different approach to how content is laid out on the screen.

A multitude of different screen sizes exist across phones, "phablets," tablets, desktops, game consoles, TVs, and even wearables. Screen sizes are always changing, so it's important that your site can adapt to any screen size, today or in the future.

Set the viewport

Pages optimized for a variety of devices must include a meta viewport tag in the head of the document. A meta viewport tag gives the browser instructions on how to control the page's dimensions and scaling.

TL;DR

•             Use the meta viewport tag to control the width and scaling of the browser's viewport.

•             Include width=device-width to match the screen's width in device-independent pixels.

•             Include initial-scale=1 to establish a 1:1 relationship between CSS pixels and device-independent pixels.

•             Ensure your page is accessible by not disabling user scaling.

Using the meta viewport value width=device-width instructs the page to match the screen's width in device-independent pixels. This allows the page to reflow content to match different screen sizes, whether rendered on a small mobile phone or a large desktop monitor.

Ensure an accessible viewport

In addition to setting an initial-scale, you can also set the following attributes on the viewport:

•             minimum-scale

•             maximum-scale

•             user-scalable

When set, these can disable the user's ability to zoom the viewport, potentially causing accessibility issues.

Size content to the viewport

On both desktop and mobile devices, users are used to scrolling websites vertically but not horizontally; forcing the user to scroll horizontally or to zoom out in order to see the whole page results in a poor user experience.

TL;DR

•             Do not use large fixed width elements.

•             Content should not rely on a particular viewport width to render well.

•             Use CSS media queries to apply different styling for small and large screens.

When developing a mobile site with a meta viewport tag, it's easy to accidentally create page content that doesn't quite fit within the specified viewport. For example, an image that is displayed at a width wider than the viewport can cause the viewport to scroll horizontally. You should adjust this content to fit within the width of the viewport, so that the user does not need to scroll horizontally.

Setting large absolute CSS widths for page elements (such as the example below), cause the div to be too wide for the viewport on a narrower device (for example, a device with a width of 320 CSS pixels, such as an iPhone). Instead, consider using relative width values, such as width: 100%. Similarly, beware of using large absolute positioning values that may cause the element to fall outside the viewport on small screens.

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Design Rules You Should Never Break – 1

Always Design For Your Audience

Most designs start out with a brief, even if it is a personal project, a designer will often (consciously or subconsciously) brief themselves with the basic information. One of the more important elements of a brief is the question “who am I designing for?” Every design has an intended audience, the people that will be viewing the design and receiving the communication, so it makes sense to keep them in mind.

Avoid Widows And Orphans

An easy way to take your design from amateurish to polished and professional is to recognise and eliminate typographical widows and orphans. The odd few widows and orphans are bound to pop up in any type-based design you undertake, it’s almost inevitable, but recognising them and dealing with them is the important step.

Have A Logical Colour Palette

Colour is a powerful tool for designers, so it makes sense that a carefully arranged and consistent palette would be an important step in all design endeavours.

When compiling a colour palette, it might be worth looking into colour theory and past uses of colour. Colour theory dictates that certain hues can certain effects on consumers, i.e. orange is thought to stimulate an appetite, which is why orange is a commonly used in fast food designs.

Have A Consistent Font Palette

Just as you have a palette of colours, so should you have a carefully selected palette of fonts. Also like colours, certain fonts have certain ‘moods’ or ‘emotions’ associated with them – you probably wouldn’t use Curlz MT for a law firm branding.

Never Use Display Fonts For Body Copy

Using a display font for body copy is a bit like wearing a ballgown to the supermarket – it’s not the right time or place, it can be confusing for others and it just isn’t a very smart move.

Display fonts are fonts that are better suited to smaller areas of text, rather than body copy. They are usually a bit flashier than typefaces designed for body copy purposes, and thanks to this flashiness, they often better suit a short title, sometimes a subheading, but never a bulk piece of text.

Never Stretch Type

This is a very simple rule, it’s easy to understand, easy to remember and easy to execute: do not stretch your type. In any case. Fonts are (most of the time) built with careful care and attention to the shapes and proportions of each letterform, so to distort this by stretching it can just take away from the effectiveness of the font.

Avoid Colour Discord

More commonly referred to as ‘colour clashing’, colour discord commonly occurs when two colours that are widely separated on the colour wheel are paired together. Discordant colours create a muddy or ‘vibrating’ effect that makes it a struggle for the eye to find the line between each colour.

Don’t Think Of White Space As Empty Space

White space is one of those diverse and effective tools that can add something special to your design. Well used white space can have many beneficial effects for your design. It can help put more focus on a specific aspect of your composition, it can let your design ‘breathe’, it can help balance out your elements or it can add some sophistication to your design.

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Design Rules You Should Never Break – 1

Always Design For Your Audience

Most designs start out with a brief, even if it is a personal project, a designer will often (consciously or subconsciously) brief themselves with the basic information. One of the more important elements of a brief is the question “who am I designing for?” Every design has an intended audience, the people that will be viewing the design and receiving the communication, so it makes sense to keep them in mind.

Avoid Widows And Orphans

An easy way to take your design from amateurish to polished and professional is to recognise and eliminate typographical widows and orphans. The odd few widows and orphans are bound to pop up in any type-based design you undertake, it’s almost inevitable, but recognising them and dealing with them is the important step.

Have A Logical Colour Palette

Colour is a powerful tool for designers, so it makes sense that a carefully arranged and consistent palette would be an important step in all design endeavours.

When compiling a colour palette, it might be worth looking into colour theory and past uses of colour. Colour theory dictates that certain hues can certain effects on consumers, i.e. orange is thought to stimulate an appetite, which is why orange is a commonly used in fast food designs.

Have A Consistent Font Palette

Just as you have a palette of colours, so should you have a carefully selected palette of fonts. Also like colours, certain fonts have certain ‘moods’ or ‘emotions’ associated with them – you probably wouldn’t use Curlz MT for a law firm branding.

Never Use Display Fonts For Body Copy

Using a display font for body copy is a bit like wearing a ballgown to the supermarket – it’s not the right time or place, it can be confusing for others and it just isn’t a very smart move.

Display fonts are fonts that are better suited to smaller areas of text, rather than body copy. They are usually a bit flashier than typefaces designed for body copy purposes, and thanks to this flashiness, they often better suit a short title, sometimes a subheading, but never a bulk piece of text.

Never Stretch Type

This is a very simple rule, it’s easy to understand, easy to remember and easy to execute: do not stretch your type. In any case. Fonts are (most of the time) built with careful care and attention to the shapes and proportions of each letterform, so to distort this by stretching it can just take away from the effectiveness of the font.

Avoid Colour Discord

More commonly referred to as ‘colour clashing’, colour discord commonly occurs when two colours that are widely separated on the colour wheel are paired together. Discordant colours create a muddy or ‘vibrating’ effect that makes it a struggle for the eye to find the line between each colour.

Don’t Think Of White Space As Empty Space

White space is one of those diverse and effective tools that can add something special to your design. Well used white space can have many beneficial effects for your design. It can help put more focus on a specific aspect of your composition, it can let your design ‘breathe’, it can help balance out your elements or it can add some sophistication to your design.

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Design Rules You Should Never Break

Don’t Forget To Kern

Somebody once said that if you truly hate someone, teach them how to recognise bad kerning. A shoddy kerning job is one of the cardinal sins in the world of design, so it’s an important skill to nail down early on.

Don’t Disregard Readability/Legibility For Aesthetic Reasons

I’m sure I’ve said this a million times, but the primary purpose of design is communication, so it makes sense that the readability and legibility of your type is a top priority.

Another common mistake is the overuse of capital letters. Not only do capital letters make the reader feel like they are being YELLED AT, they also hinder the eye’s ability to distinguish letterforms. This is because when executed in caps, each letter has the same x-height and block-like shape, whereas in lowercase, the letterforms are more uniquely shaped, allowing for the eye to more easily identify each letter and word.

Keep Your Line Lengths Short

Have you ever struggled to get through an otherwise interesting magazine article? Or perhaps lost your place each time you tried to go to a new line? This may be the fault of badly structured line lengths.

Have Purposeful Hierarchy

Just like within a lot of natural orders, a strong and purposeful hierarchy is a pretty powerful tool. Within the realm of design, hierarchy concerns the arrangement of visual elements in order to signify importance. So, the more important elements are made to hold the most attention through scale, colour, type etc. and the least important elements are made to hold less attention.

Practise Appropriate Word Spacing

As a designer, dealing with a body of type is almost an inevitability, and it’s not always easy. There are lots of rules and elements to take into consideration, and here’s a pretty important one: word and letter spacing. There are two main points of spacing we’ll run over: tracking and leading.

As a designer, dealing with a body of type is almost an inevitability, and it’s not always easy. There are lots of rules and elements to take into consideration, and here’s a pretty important one: word and letter spacing. There are two main points of spacing we’ll run over: tracking and leading.

Use The Correct Alignment

You have almost definitely encountered the basic alignment tools before, whether you have been in the game for years or are yet to step anywhere near the game. There are four different kinds of alignment: left aligned, right aligned, centered and justified. Let’s quickly run through when and where we can use these.

Left aligned type is the most common form (note how even this text is aligned to the left) and for a good reason. It’s the most easily legible and gives a nice, neat left edge to the text. When in doubt, left align.

Always Use A Grid

Developing some basic grid skills is probably one of the first steps any fledgling designer should undertake. A well-implemented grid is a bit like a fairy godmother, it can transform your design from something average to something clean, clear and effective.

Grids come in many shapes and sizes and you can build them to be flexible, adaptable and to suit your design. Grids help designers align elements on the page in relation to each other which often produces a neater, more logical design. Check out the sample grids in the included graphic, a two, three and four column grid can be used to help arrange type and imagery in various ways.

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How Nonprofits Use Social Media

1.            Ask Yourself: What’s Your Purpose?

To start, your first step should be to work out what your nonprofit aims to accomplish. What cause are you raising awareness for? Is it important that you generate donations, or is your aim to get people to attend events or volunteer for your cause? The answers to these questions will inform your entire social campaign, so be sure you have a clear understanding of your goals.

2.            Figure Out Who You’re Marketing To

Once you know the goals your nonprofit is aiming to achieve, the next step is to determine your target audience. Again, this is something that will inform every step you take moving forward. Different messages resonate with different people, after all.

Try to be as specific as possible — think about their age, location, economic background, what they likely think of your nonprofit, and what you’d like them to think about it.” You should also consider what types of people would like to volunteer for your cause and tailor your messaging towards them.

3.            Choose Your Social Network Wisely

The next question you need to answer is which social network (or social networks) you’ll be marketing on. At this point, it’s worth mentioning that, according to a 2014 Hubspot survey, Facebook is the #1 social network used by nonprofits at 98%, with Twitter coming in second at 70%. YouTube is an effective network to use for volunteer training videos and videos of past events to recruit more volunteers. That doesn’t necessarily mean you need to be on all these networks — only that they’re typically a safe bet for social media investments.

4.            Figure Out What To Track

How will you determine your success? What metrics should you track in order to work out whether or not your campaign worked out the way you needed it to? Since you’re running a nonprofit, you’ve got something of an advantage in this regard — according to Buffer,

How much time and money do you realistically have to devote to social media? How skilled are you at creating content, and what does your writing look like? In order to successfully assess your strengths and abilities, you must first account for your weaknesses and limitations, and mitigate those limitations.

7.            Display Integrity and Transparency

On the one hand, they’re automatically considered to be a trustworthy source of information, and people experience a genuine need to connect with them and their causes. They’re also well-positioned to provide rich, emotive content.

On the other hand, if they send their messages poorly or ineffectively, the backlash is far worse than for other organizations. You need to be certain that you’re transparent and responsive, or things will very likely blow up in your face.

8.            Look At What Other Nonprofits Have Done Right

Last, but certainly not least, take a look at how other nonprofits have driven their causes to success on social media. Another strategy nonprofits use successfully is asking their audience questions. For example, if you are trying to recruit volunteers for an event, you can ask what the volunteers from last year’s event what they enjoyed the most.

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Internet Marketing Company New Delhi part - 3

How to Judge the Value of a Keyword

How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.

Understanding the Long Tail of Keyword Demand

Going back to our online shoe store example, it would be great to rank #1 for the keyword "shoes" ... or would it?

It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.

Another lesson search marketers have learned is that long tail keywords often convert better, because they catch people later in the buying/conversion cycle. A person searching for "shoes" is probably browsing, and not ready to buy. On the other hand, someone searching for "best price on Air Jordan size 12" practically has their wallet out!

Understanding the search demand curve is critical. To the right we've included a sample keyword demand curve, illustrating the small number of queries sending larger amounts of traffic alongside the volume of less-searched terms and phrases that bring the bulk of our search referrals.

Picking SEO Keywords: Focus on Good Phrases

When it comes to search engine marketing, there may be no larger misnomer, no more archaic term than the ubiquitous keyword. In my view, there should be an official migration to the more accurate term keyphrase, but for now I will be forced to use what I consider to be an inaccurate term. My frustration with this term is that it quite simply implies a single word, which is rarely the strategy that we employ when doing keyword research and selection in the service of PPC and SEO campaigns.

All too often, people dramatically overthink the most basic keyword research concepts; keyword generation should start simply with answering the question of "What products or services do you sell?" If you sell dog food online,  the root words dog and food alone would be very poor keywords because on their own, neither dog nor food do a remotely good job at describing what you sell. Though this example makes it obvious, many times we have to fight through our urge to include those bigger, broader root keywords.

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Internet Marketing Company New Delhi part - 2

Learn how to use the Keyword Planner tool effectively to lay the groundwork for a successful campaign on Google. Make the most of your experience when using the AdWords keyword tool.

The Google AdWords Keyword Planner tool is a useful resource for building strong keyword lists and helping to get your PPC campaign off to a running start. A free-to-use feature within AdWords, its tools for generating keyword ideas and bid estimations can help you plan your marketing strategy. By using the AdWords Keyword Tool, you can search for keyword and ad group ideas, see how a list of keywords might perform, and even combine keyword lists to create new ones. It can also help you choose competitive bids and budgets to use in your campaigns.

1.            Use Basic Filtering to Refine Your Audience & Budget

When you start using the Keyword Planner, you’ll be given four options:

•             Search for new keywords: Allows you to type in a phrase, website, or category to generate new ideas.

•             Multiple keyword lists: Combines two separate lists that you’ll input to create new keyword combinations.

•             Get search volume and trends: Shows the historical trending and search volume data of keywords.

•             Get click and cost performance forecasts: Gives you performance projections for your keyword lists based on average bids and your budget.

When you input keywords into any of these options, you’ll get a list or report which you can then filter based on a variety of elements:

•             TARGETING

•             Location: Gives search volume data and trends based on a specified geographic location or range.

•             Language: Gives search volume data and trends for a specific language. This could be especially useful if you have multiple language versions or pages of your site (for example, English and Spanish).

•             Search Network: Determines where the provided data comes from. The default data source is from Google; however, you may also choose Google and Google Search Partners.

•             Negative Keywords: Filter out any words or phrases that you don’t want to see in your results. For instance, if you don’t want to target anything with the words "cheap" or "free," this is where you enter those restrictions.

•             DATE RANGE

•             Lets you enter a specific date range so you can see average monthly searches for that time period. You can also compare two different date ranges. This could be especially useful in determining if certain keywords perform better during different times of year, to help you strategize your campaign timing.

•             KEYWORD FILTERS

•             Average Monthly Searches: Filters keywords based on average monthly searches for selected dates. Keywords with extremely high search volume (generally 10,000+ average monthly searches) are more difficult to compete for, with a higher suggested bid. If you’re just starting your campaign, focusing on keywords with mid-level search volume may help you avoid spending too much of your budget on too few keywords.

•             Suggested Bid: Allows you to see keyword options that could help you stay in better control of your budget. Your suggested bid is calculated by taking into account the cost-per-click (CPC) that other advertisers are paying for keywords with the same location and Search Network settings you've selected.

•             Ad Impression Share: The number of times people will see your ad, divided by the total number of searches that matched your keyword exactly in the last month for your targeted location and network.

•             Organic Impression Share: The percentage of times a page from your website showed up in a regular, unpaid web search for a keyword. 

•             Organic Average Position: Shows how pages from your website rank in regular, unpaid searches compared to pages from other websites.

•             Competition: Lets you filter keywords by how difficult it will be to receive a top position with them. You can filter by high, medium, and low difficulty. For small businesses, it's generally recommended to filter for medium to low difficulty, as these tend to have a lower suggested bid, so you can make more of your budget.

•             KEYWORD OPTIONS

•             Lets you further narrow your research to show only ideas that are closely related to your search terms or content, keywords that are already in your plan, and more.

While the purpose of filters is to whittle down your keyword list or report, remember not to set too many restrictions. Consider starting general, using just one or no filters to start, and testing out the filters to make sure you aren't overlooking any opportunities. As you become more familiar with keywords in your industry and the filtering options available, you’ll start to find what filter options work for you.

Now that you have the basics on how to use the Keyword Planner, it's time to explore some strategies for making the most of it.

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Internet Marketing Company New Delhi part - 1

Google’s new search quality guidelines

Google released their latest 160-page search quality guidelines. The last previous published was the abridged version two years ago that was a reaction to the leaked versions from 2008, 2011, and 2012 (notwithstanding the 2014 version) for the purpose of transparency.

Below are some key takeaways from the guidelines:

•             High-quality standards are set on Your Money or Your Life (YMYL) pages - These pages include shopping transaction pages, financial information pages, medical information pages, legal information pages, and similar sites. The reason for the placing high-quality standards on these pages is how these can affect "the future happiness, health, or wealth of users." Low-quality YMYL pages can negatively impact one's happiness and health, so it is important to build useful pages under this umbrella term.

•             The value placed on Expertise/Authoritativeness/Trustworthiness (E-A-T) –high-quality content must come from E-A-T sources. E-A-T is built by acquiring accreditation if necessary. For instance, medical information found online must come from accredited medical persons or organizations. Corollary, first-hand experience counts as a form of expertise. For example, a user sharing how he survived cancer is a form of expertise.

•             Needs Met guidelines cater to mobile usability – Web pages are gauged by how they are optimized for mobile viewing and the satisfaction they provide to users about the search query. The guidelines are loosely divided into five rating

What to make out of these quality guidelines: All signs point to improving the mobile usability of your site (as already mentioned above), as well as establishing yourself as an influence within your niche. By building your expertise and knowledge in your industry, you can establish your authority as a subject matter expert, thus earning the trust of your audience.

You can start by launching an influencer marketing campaign to establish your online visibility. From there, you can slowly build yourself as an authority based on different factors such as your site's Domain Authority, social proof (testimonials from customers and social media shares), and blog comments, among other factors.

Update: Notified by Google after this post was written - they have new guidelines which require no more pop-ups on mobile pages (e.g. responsive pages). Essential to act on before 2017 when this change comes into affect.

To help improve your site performance, in the long run, using user engagement as a factor, you may need to use tools to gain insight on how much interaction your site pages is getting from visitors.

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