Search Engine Optimization
What is a search engine?
A search engine is an application that helps web users find information on the internet. Search engines usually conduct searches by maintaining an index of web resources that can be queried for the keywords or concepts entered by the user.
What is Search Engine Marketing?
Search Engine Marketing (SEM) is a form of internet marketing that seeks to promote websites by increasing their visibility in the search engine results pages.
What is Search Engine Optimization?
Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via "natural" ("organic" or "algorithmic") search results.
What are keywords?
Key words are specific words which users enter into a search engine that result in a list of websites, blog posts, videos, and other content related to the key words.
Do keywords matter to SEO?
Yes, keywords and keyword phrases are the building blocks of every web marketing strategy.
What is a link?
A link, which is shorthand for hyperlink, is a clickable connection between two websites.
What is a back link?
A back link is a clickable link from another website that leads back to your site. For example, say someone writes an article about your website on their blog and includes a link to your site as part of the article. The link from their article to your website is a back link because it links back to your site.
Do links and backlinks matter to SEO?
Yes, backlinks matter to search engine optimization because search engines like Google consider a link back to your website to be a vote for your website. The more backlinks you have, the more Google judges your website to be valuable. Valuable websites appear high in search rankings.
What is local search optimization?
Local search optimization is a search engine optimization (SEO) process that focuses on a specific geographic area, often where the firm does most of its business.
Pay-per-click lead generation
What is Pay-Per-Click marketing?
Pay-Per-Click (PCP) marketing is an advertising method which makes use of search engines, websites, and network traffic. Users click on ads and are directed to particular sites. Each click is paid for by the advertiser. The PPC model is based on a bidding process where the advertiser bids on a keyword or on a string of unique keywords.
What is Pay-Per-Click lead generation?
Pay-Per-Click (PPC) lead generation uses the PPC model to generate pre-qualified leads for advisters. These pre-qualiifed leads are exclusive to the advister.
Why do keywords matter to PPC?
Keywords form the basis of a PPC lead generation campaign. When a web searcher enters key words or phrases, they trigger particular, key-word-related ads to be shown along side the search results.
What is a landing page?
A landing page, sometimes called a lead capture page, appears when a potential client clicks on an advertisement or a search engine result link. The content on this page should be a logical extension of the advertisement or link. Ideally, a landing page should offer people something of value in exchange for their contact information.
What is behavioral targeting?
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their online campaigns. Behavioral targeting uses information collected on an individual‘s web browsing behavior—such as web pages visited, or searches conducted—to select which advertisements are displayed to that individual. Practitioners of behavioral targeting believe it helps them deliver their online advertisements to users most likely to be influenced by these ads.
Social media
What is social media?
Social media is the name given to a category of websites based on user participation and user-generated content. They include social networking sites such as LinkedIn or Facebook, social bookmarking sites such as Del.icio.us, social news sites such as Digg or Reddit, and other sites centered on user interaction.
Can I use social media to grow my practice?
Absolutely. Social media is all about building relationships, which is how you build your business outside the web world. By contributing and participating in social media you offer people an opportunity to get to know you better, making them more likely to do business with you
How do I get involved in Social Media?
Start by establishing a profile on sites like LinkedIn, Facebook, and Twitter. There are many resources on the web to help guide you in this process. Once you're established, participate in discussions by offering your expertise. But stay away from making sales pitches. People are open to receiving help and information, not commercials.
Can I develop new prospects and client using social media?
Definitely. As you become more a part of the social media community, people will naturally become more interested in you and your firm. Be prepared to make the most of these new connections. When people come to visit your website from places like LinkedIn and Facebook, make sure you're set up to capture their information so you can add them to your sales effort.
Website design
What is website design?
Website design is the process of determining how a website will look and function. It can include everything from color scheme to internal page navigation. Different industries may require very different types of web design.
What is a content management system?
A content management system (CMS) is used to manage website content. The features of a CMS vary, but most include web-based publishing, format management, revision control, indexing, search, and retrieval. A CMS system can make it much easier to update website content without having to know complex programing language.
What is usability?
Usability refers to the ease with which visitors are able to use a website to achieve their goals. Website usability is not just about making sure everything on the site works. It includes how quickly and easily visitors can navigate a site to find the information they need.
Do people really read websites?
Not in the way they read a book or an article. Most people scan web pages looking for something that catches their interest or matches their intent. Websites should be built for people to scan and click, rather than with the expectation that they will sit and thorughly read every word of content.
What are website conventions?
Think of website conventions as best practices. They are the standards, or customs, that define web design and can be found on a majority of websites across a variety of industries. Website conventions make web users comfortable because they are familiar. For example, the placement of your firms logo in the upper left corner of the web page is a convention. The ability to click on that logo and be taken back to the website's home page is another convention. Adhering to web conventions whenever possible is a good idea, which is why they have earned the title of best practices.