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Successful landing page elements
Campaign landing pages have a lot to do. You must grab the visitor’s attention quickly, strengthen or provide the campaign message, lead visitors into suitable conversion scenarios, convince them to fill forms, send personal data or make a purchase. And all this must be done as directly and effectively as feasible.
A good landing page has several components to create, and the most effective mix of design, copywriting, and action calls varies from campaign to campaign. However, certain aspects have in common most excellent landing pages, which I shall describe here.
Clear emphasis on goals – You must have a clear idea of what the page needs to accomplish before beginning a page design and then concentrate on it. But one of the essential errors in the landing page design is to push the page to accomplish too much. If the aim is to encourage visitors to buy a particular product, concentrate on that activity and not inform them about other goods. Do not attempt to persuade the visitors to register for a demo, too, to get a white paper. Concentrating on one clear objective can improve your conversion rate.
Consistent text and design — If visitors have linked to a certain product, offer or promotion, or advertising, they expect to see it on the landing page. If the landing page is not instantly related to the ad you clicked on, you will probably click off. If your ad text contains an offer, please return it in the landing page copy so that visitors will know that they are in the correct position. If a banner utilizes a certain color scheme, duplicate it on the landing page. Staying on the job will further lure tourists down the path to conversion.
Clear demands for action – spans of attention are becoming shorter. Before many users finish reading the text on a landing page, click links. Keep your appeals for action simple, succinct, and visible, and more people will click. A key issue here is that if your landing page has any scrolling, action calls should be repeated below the scroll line so that they can always be viewed and clicked.
User-friendly design – it is important to understand how people read landing pages. Heat maps indicate that visitors prefer to glance first at the top of a page and that the eye is naturally attracted to vivid pictures and big strong text. Calling for action using pictures may improve their efficiency and ensure that important copies are high visibility.
Concise copy – less is generally more when it comes to the copy of the landing page. MarketingSherpa research indicates that half of all visitors to the landing page click away within eight seconds. That implies that people will not wade through paragraphs and paragraphs, no matter how well written. You wouldn’t even pass the first line of this article. The copy must be brief and sweet, with strong titles that assist visitors in grasping what is available.
No superfluous links – Links to other parts of your website may be tenting, but fight temptation. Remember that the aim of your landing page is for every visitor to achieve a particular conversion. If you send users to other websites outside your conversion scenario, the conversion rate will be reduced.
Optimum fields for webform – The reality that most individuals don’t like to fill out forms is a fact of life. The more complicated the form, the more unpleasant it is. You certainly want to get information from visitors, but consider how much each piece of information is needed while building a Web form. Each field you provide gives the visitor another chance to decide that they cannot be bothered. Maintain minimal necessary information to improve your probability of completing the form. Of course, there is a flip side: if you provide valuable details or if it takes your time and money to respond to inquiries, a complicated form may assist in eliminating time waste.
Flexibility and change – landing pages are never perfect but maybe perfect (and higher conversion rates). Test your landing pages using a web analytics tool like Webtrends and be prepared for content and design adjustments depending on your results. A little additional work throughout a campaign may really be rewarding in the end.
Marketers frequently ignore landing pages, spending more effort and resources on ad text and design. This is an error. Landing pages play a significant part in the success of online marketing campaigns. They may significantly improve the efficiency of all kinds of online marketing campaigns by developing and testing them carefully.
Successful digital marketing strategy elements
Let’s start with the bad news: there’s no fast cure for better ranks of search engines, and no spellbook can rocket your website to the top page on Google. Within a week of establishing a new website or beginning a digital marketing campaign, you will not obtain all the crucial rankings no matter what you see promoted. It takes time and effort to achieve a high presence on the main search engines. The good news, though, is that it can be done.
There’s no magic bullet, as I stated. Higher search engine rankings are based on various methods, both on and off the site, which ultimately aim to persuade the search engines that your website is more relevant to high-value keywords than those of your rivals. In this two-part essay, I will discuss the main aspects of a successful digital marketing plan.
Strategic analysis is the initial part of a digital marketing campaign. This phase is important since no campaign can achieve its full potential without an accurate knowledge of what work has to be done and which key phrases should be optimized. This study includes your website, but also your rivals’ web pages. It is feasible to properly evaluate the breadth and complexity of what is required to get high rankings by knowing your website and its competitive market. The more competitors are optimized, the more difficult it will be to position them above them. The other important job at this stage is the study and analysis of key phrases. This does not always imply the main search terms, but those that bring real visitors to convert. These tend to be particular rather than generic, such as “Sydney Luxury Hotel” rather than “Australia Hotel.” After all, what’s the purpose of traffic generation without any conversion?
On-site optimization, also known as SER, may start after a policy analysis is complete and the basis for a successful digital marketing strategy is laid. Briefly, SER refers to the range of methods and corrections performed on a website to ensure that the main search engines can be completely and quickly indexed without penalties for usability and code issues. These comprise:
Usability of the Website – how simple is the site to browse and use? Search engines examine website usability information architecture, navigation, design agreements, and load speeds. Problems in any of these categories will result in sanctions that impact the quality and thus the rankings of a website. Search engines pay attention to usability since they want relevant information to be fast and simple to discover and bring people to websites.
Meta tags – Are the meta components available and structured properly on your website? Many search engines (e.g., Google) no longer give the proper meta tags positive weighting but punish a page with too many poorly structured or packed keywords.
Structure of internal links – Such engines look at the structure of the connection inside your website. They punish sites when links or deep pages are broken (i.e., pages that take more than four clicks to access the home page).
Keyword Density and Proximity – When search engines evaluate a website, they seek to find keywords in the right quantities. When a term occurs too often or closely in too many cases, the website is penalized for ‘keyword stuffing.’
W3C Errors – The W3C is an international standards organization with rules for the development of websites. Although these rules are not obligatory, they get a great deal of attention from search engines. Websites that do not comply with W3C standards will not obtain the best possible results.
The objective of all the on-site SEO methods is to create a Web site as easy to search and index and guarantee that all pages are in the search engine indicators. At the same time, on-site optimization helps guarantee that there are no fines that will adversely affect the quality of the Website.
On-site optimization weighs around 25 percent against the quality score of the search engine. Although this value is lower than off-site optimization, on-site optimization is important and must be done to succeed outside-site.
I will cover off-site optimization in the second half of this post, including directory listings, content syndication, and continuous linking development.
Successful Digital Marketing Strategy Elements
I covered optimization on the ground, also known as search engine registration, in the first part of this essay (SER). The basis for every digital marketing strategy is on-site optimization. Once adequately completed, the continuing optimization procedure may commence assisting obtain better ranks in the main search engines.
Off-site optimization is also known as optimization of a search engine (SEO). It includes optimizing some activities carried out outside of the website. This involves obtaining third-party directory listings, establishing links from reputable external sites, as well as press releases and content syndication.
Typically, it takes at least six months for an SEO strategy to start to show excellent results. This is an estimate – it may take longer if the industry is extremely competitive, with numerous well-optimized websites vying for the same keywords. SEO is not primarily a one-time job — it’s an ongoing procedure that must be continuously performed if rankings are acquired and maintained. The reason for this is because the SEO environment is not static. SEO strategies will also include more rival websites, new websites will compete for the same keywords, and fresh content will be added, or new inbound links are added to existing websites. And it’s not only the competitors that you have to worry about. The main search engines constantly update their algorithms to determine the ranks of the websites.
The optimization of the website and the competitive market in which it runs rely on several factors and the exact balance of these aspects. The following elements are:
Directory listings for third parties include submitting a website to paid directories, such as Yahoo Directory. Such search engines take care that websites are included in paid directories for the straightforward reason that, if there is a website in these directories, someone must have paid such fees, which signal that the website is serious and will likely be there for some time. Conversely, if a website is included in paid directories, it will be less seriously considered by the search engines.
Link Building – Search engines check the number of websites linked to the website that they evaluate. The more high-quality links a website has, the better the quality score. It sounds straightforward, but it isn’t. Search engines are intelligent and always smarter. Instead of looking just at the number of connections, the quality of the websites linked to them is considered, and the links are reciprocal. Search engines often assign the most importance to non-reciprocal connections from quality websites to which the website relates. And any site they discover employing link farms or any other unethical (“black hat”) methods are severely criminalized. The development of quality links is a significant element of every digital marketing strategy and a key field of attention for websites that operate in a highly competitive market.
Press release Syndication – Regular syndication of online press releases through a service like PRWeb may positively impact the rankings of the search engines and generate interest in a website. However, there are certain regulations to follow. Press releases must be timely and relevant, that is, newsworthy and not just sales materials. They must also be correctly structured and accurate linguistically. The syndication providers may reject a malformatted press release with orthographic and grammatical problems.
Content Syndication – The advent of social media and Web 2.0 channels has been one of the most important developments on the internet over recent years. Sites such as Wikipedia, Myspace, and Digg, customer reviews, and blogs quickly change the way information is generated on the internet. The material produced by the user quickly becomes a new paradigm. Content and articles syndication via online channels and website 2.0 is essential for a successful digital marketing strategy. Well-written and engaging articles may be syndicated hundreds of times through suitable networks, which can create public interest and improve the quality of their score on key search engines.
Off-site optimization weighs roughly 75% towards the total quality score for a website.
In short, digital marketing is not a method but a variety of approaches that must be properly balanced and combined with being really successful. Proper research at the start of a digital marketing campaign is important. It should be followed by on-site optimization to guarantee that this website is completely compliant with the search engine. Rankings may then be achieved and maintained via continuous off-site optimization programming, including directory submissions, linking development, and content syndication.
Digital marketing is no quick answer for better ranks for search engines, but properly and regularly implemented and long-term advantages make it one of the most cost-effective online marketing strategies.
Web 2.0 appears to have lately acquired the greatest popularity of all Internet buzzwords. What, though, is Web 2.0? This article attempts to respond to this issue and summarize some of the Web 2.0 technologies and websites that change the face of the Internet.
Tim O’Reilly of O’Reilly Media is generally referred to as “Web 2.0,” which popularized it at the inaugural web2.0 conference in 2004. Web 2.0 is defined by O’Reilly as ‘Business Revolution in the computer sector as [a] platform for moving to the Internet and seeking to grasp the success rules of the new platform.’
Said, Web 2.0 is a cultural and paradigm change. It influences what the internet does, the information it provides, and how people use it. It also includes a change in how the material is produced on the internet. The content was previously made accessible to websites and internet users who accessed it. But internet users are increasingly creating their own content through blogs, social media sites like Myspace, consumer review sites, and online resources like Wikipedia.
Let us look at some concrete instances, which influence the way businesses do their marketing online to comprehend these changes:
Blogs – A blog is a personal Internet user web journal. Blogs may be virtually any conceivable subject and often make (good or bad) remarks about companies. Tracking comments Blogs is an excellent method to evaluate public opinion on a brand and can be done via blog search engines like Technorati.com.
Blogs – An internet user’s personal online journal is a blog. Blogs may be written on nearly any subject and often on companies (both good and bad). Tracking blog comments is an excellent method for the public to judge a brand and maybe done through blog search engines like Technorati.com.
Podcasts are mostly audio or video versions of blogs, with material available on PC, portable media devices, iPods, and many mobile phones to play as downloaded media files. Podcasts are widely utilized by major media sources like CNN, which is developing a large enterprise by supporting the most popular podcasts.
Social media refers to websites and portals like Myspace and Friendster, which act as communities for social networking online. Users build their own accounts, contribute material and create interconnected friends networks. Although social media may seem like adolescents, this is not the case: 40 percent of Myspace members are aged between 35 and 50 years.
Video upload sites – YouTube is a typical illustration of how media material is disseminated online with 34 million views per month. Currently, advertisers are investigating using YouTube, with new non-intrusive ad formats and businesses like Jeep establishing their own YouTube channels.
Wikipedia is an internet phenomenon, an online, user-produced encyclopedia, with over 8 million entries in 253 languages. Everybody can make modifications to Wikipedia, but articles clearly “hard-sell” are rapidly removed — as several internet marketers have found.
Bookmarking websites like Digg.com enable users to discover, rate and bookmark interesting news items, websites, and articles online. Digg.com utilizes a system of rankings to highlight top-rated articles on the main page. Articles that rank high on Digg.com get a considerable amount of views fast.
Virtual Worlds – Online virtual worlds like Second Life draw millions of “residents” who interact with individual avatars. Second Life has its own economy with property and commodities changing hands for Linden Dollars. Marketers are also flocking to Second Life. Adidas and Dell also have virtual shops, and through providing virtual concept vehicles, Mazda promotes its brand.
Software as a service – In addition to the many new kinds of websites, portals, and networks, the software is the other significant growth of Web 2.0. (SaaS). This software is supplied on demand via the internet instead of being bought as a pre-packaged product. An excellent example is the computerized customer relationship management system from Salesforce, which is accessible online. Software as a service enables organizations, without having to purchase a piece of software completely, to profit from essential features as required.
I heard somewhere that the typical individual living in contemporary industrialized culture is exposed to as much information in one day as a person living 100 years ago would have seen in a year. This encompasses ads, journal headlines, websites, SMS messaging, traffic signs, and T-shirt slogans. The list continues and continues. It is not unexpected that attention is being shortened, and most people feel busier than ever before.
It is almost difficult to remember everything — names, dates, figures, telephone numbers, e-mail addresses, and all company and customer information — with this overflow of information to make business efficient. That is why we utilize technologies to recall and retrieve information for us. My business manages most of our customer relationship management information using Salesforce.com. To handle my email, I use Microsoft Outlook. I utilize a search engine to locate a product, service, or piece of information online.
I’m not a search engine alone. Far from it. Far from it. In March 2006 alone, 6.4 billion queries were carried out. If every user searches for an average of two pages of search results, each showing 10 search results, that gives Internet users an average of 128 billion in a single month. Search engines are omnipresent and are so accepted in modern culture that the term “Google” is now a verb in the dictionary (as in “to Google something”).
Search engines are basically filters for the abundance of information on the Internet. They enable visitors to swiftly and easily discover information of real worth without having to visit several websites that are irrelevant. There is a lot to accomplish – in 2004, the number of pages in Google’s index surpassed the number of people worldwide, reaching a staggering total of over 8 billion. The Internet would be virtually impossible without search engines with so much material, and internet users would be drowning in a sea of useless information and loud commercial pitches.
Search engines offer search results to users, which lead to relevant information on websites of high quality. The operational term “relevant” is here. Search engines need to ensure that they provide results relevant to their users’ search to reach and maintain their market share in online searches. You accomplish this by maintaining web page databases, which you build by employing automated software called “spiders” or “robots” to gather information. Search engines employ sophisticated algorithms to evaluate and ranking web pages and websites for the corresponding search terms. These algorithms are kept carefully and updated often. Google examines around 200 distinct criteria when websites are evaluated, including copy, inbound links, website usability, and information architecture.
This implies that search engines provide consumers with the information they are searching for, not necessarily the advertisers’ information. Type in Google the brand name, and you’ll most likely get many search results, including the business’s official website and other sites, customer reviews, blogs, Web 2.0 online publications, and news channel releases. Not all searches are for brand names, of course. Most searches are for non-brand keywords — for instance, “Hong Kong Luxury Hotel” instead of “The Hong Kong Peninsula.” With key sentences which are service or product particular rather than brand-specific, the results pages will contain numerous rivals, making it even more important to get a prominent position at the top of the page.
There are two main methods to guarantee that the website shows in a prominent search engine with relevant key phrases: sponsored search (sometimes called pay per click or PPC) and organic search engine optimization (SEO). Both tend to provide the greatest long-term results and optimal return on investment simply because web visitors are four times more likely to click an organic search result than PPC ads on the same results page. In a Marketing Sherpa survey in September 2006, 68.7 percent of marketers in the US selected SEO as the highest return on product marketing expenditure. In a subsequent post, I will cover sponsored search and organic search in much more detail. It is enough here to say that businesses or online marketers should seek to strike a good balance between both approaches to maximize the marketing potential of major search engines.
Search engines are important because the information about the brands, goods, and services that consumers obtain online is increasingly determined. Yahoo and MSN are now simple to discover on Google and have a strong print and broadcast media presence or an efficient conventional direct marketing program. And because customers and organizations depend more on search engines to discover the products, services, and suppliers they need, search engines’ significance will only grow for contemporary companies.
In internet marketing, search engine optimization (SEO) is becoming more essential. A study by MarketingSherpa in September 2006 ranked SEO as the most cost-effective strategy for marketers in the USA.
Search Engine Optimization includes a broad variety of actions, all of which have a similar objective: to increase the online return on investment. SEO terms may appear confusing at first sight. Here I attempt to explain some fundamental SEO concepts without getting too much into how SEO really works.
So, let’s dive into some definitions without any further ado.
Search Engine – A search engine lets people search for a certain topic—websites. Search engines maintain a comprehensive website database from which search results are derived. They employ automatic programs called “spiders” to gather website information.
Major search engines – A major search engine is Google, Yahoo, and MSN for this article. These three search engines represent 85% of all search traffic between them.
Algorithm – An algorithm is a collection of precise instructions for doing a job via some well-defined steps. Search engines employ algorithms to give websites quality rankings. Algorithms may be very complicated (Google examines over 200 factors) and are carefully monitored by every search engine.
Organic Search – Organic search refers to the results on the left side of the page when looking for a certain key phrase on a search engine. Organizations do not pay for organic search results, but search engines are allocated based on various factors. Organic search results usually account for 80-90 percent of all search results.
Optimization on-site – Tasks performed on the site are optimized to index the website through search engines easily. This comprises the usability of the site (design norms, the architecture of data, load speed, etc.), code structure, directory and file structure, density, the proximity of keywords, and compliance with W3Cs. On-site optimization is mostly a one-time job and accounts for roughly 25% of the quality of a website.
Optimizing off-site tasks outside the website, particularly establishing connections from relevant third-party websites and portals, submitting submissions to third-party addresses, and content syndication via Web 2.0 channels. Off-site optimization is a continuous job, which must be maintained if high listings are to be maintained (competent will do so too!). Off-site optimization comprises around 75% of the total quality score of the website.
Key sentence – A search term consisting of one or more words in a search engine that a user enters.
Generic key sentence – A key sentence that is not clearly defined and produces many unspecific outcomes. One example is “Hong Kong Hotel.”
Specific key sentence – A highly defined key sentence that produces less specific effects. An example is the 5-star Kowloon Hotel. Typically, certain key sentences lead to higher conversion rates since the traffic they deliver is more qualified.
Key phrase position – The search engine results page occupies the position of a specific key term. The top ten key phrase positions often display on the first result page.
Key sentence movement – The number of places up or down a key sentence travels in a search engine within a certain period of time.
Link-building – establishing inbound quality links from reputable portals and websites. This is done mainly through “link bait,” meaning that material is so enticing that you can’t avoid connecting to other websites.
Directories of third parties – Directory sites charging fees for listings. Search Engines search for third-party directory entries to evaluate the website’s gravity. For example, search engines will think it is more serious if your website is featured in Yahoo and Best of the Web.
Content syndication – Content syndication (e.g., press releases and articles) via the websites and channels of the respective third parties. The syndication of the content may assist in building the profile of a website and obtain better search engine rankings.
Web 2.0 – Web 2.0 does not have a clear description. In general, it is a paradigm change in the way the
Digital marketing history
The history of digital marketing is similar to that of the development of African savannah predators and prey. When we think of search engines as herbivores antelope grazing the wide plains of the web, the SEO professionals are the leopards and cheetahs, who hunt their prey smoothly and adapt them to develop with their search engines. The predators adapt continuously to stay up with their prey (a picture many SEO Geekers want to be true!).
But the reality is not far from the comparison of the cheetah/antelope. Major search engines constantly evolve, and SEO companies must rapidly and effectively adjust their tactics to get further outcomes. Whenever a major search engine updates its regularly occurring algorithms, adjustments in digital marketing efforts are necessary. The increase in Web 2.0, particularly social media, has altered the way information is produced and internet access, which has shifted the way businesses advertise their goods online.
The history of digital marketing is largely a result of Internet history and the development of search engines, particularly as vendors have changed to stay up with changes and follow how major search engines classify websites. Major modifications include:
1991 – Introduction of “Gopher,” a network protocol, one of the network’s earliest search and query tools. Gopher has been used extensively for many years, but utilization has recently decreased, and just 100 Gopher servers have currently been indexed.
1994 – Launch of Yahoo, previously known as “Jerry’s World Wide Web Guide” by Jerry Yang, one of its founders. Yahoo got more than 1 million hits in its first year. Lycos started in 1994, too. That same year the inaugural conference of the World Wide Web Consortium (W3C), the world’s primary international standards organization for the internet, took place and established numerous architectural and search engine coding guidelines for giving a quality mark to a website. Once again, businesses started tweaking their websites to get better ranks of search engines.
1995 – Launch of the prominent early search engine Infoseek that has closed since then. Launch of Inktomi, purchased by Yahoo since then. AltaVista became Yahoo’s exclusive supplier of search results in 1995; this is now reversed, as AltaVista is now using yahoo technology. In 1995, Excite also purchased and released two search engines (Magellan and WebCrawler).
1996 – More search engines and tools, including HotBot, LookSmart, and Alexa, have been released.
1998 – The introduction of even more search engines, including the first major new names. Larry Page and Sergey Brin established Google as a private business in September 1996; eight years later, when Google went public, its worth was estimated at US $23 billion. In 1998, Microsoft debuted its MSN Search Engine, and Yahoo started its Yahoo Web Search.
2001 – The Internet bubble has erupted, wiped out several smaller search engines, and allowed more successful companies like Google and Yahoo in the sector to solidify their positions.
2004 – The inaugural Web 2.0 conference was convened to draw a new Internet path focusing on user-generated content and information openness. A growth in websites led to more than 8 billion online pages in the Google index by 2004.
2006 – Traffic in search engines in March 2006 alone increased to an amazing 6.4 billion searches. Microsoft initiated live Search to replace and compete with MSN Search in Google and Yahoo. First emerged new hybrid websites combining directors and online articles, like DexterB.com, which clearly indicated how important unionized content is becoming in digital marketing. The year saw one of the greatest upheavals in SEO history when BMW Germany and Ricoh.de were blocklisted for one week by Google because of “black-hat” SEO practices.
2007 – Currently, social media growth changes the Internet landscape. The forecasts of the inaugural Web 2.0 conference become a reality as user-produced content becomes ever more significant, affecting consumer opinion and rankings of search engines. The way people access the Internet also changes with more and more mobile devices enabling internet use on the go.
If one thing is apparent from the foregoing (albeit short) history of digital marketing, this is fast and far-reaching development. Many of the most successful early search engines have failed or died completely. Search engines rank websites continuously, and web 2.0 channels like social media are now more impacted. Digital marketing experts need to watch these developments and watch the future for developing trends and new, intelligent search engine algorithms. After all, in the evolutionary race, nobody can afford to be left behind.