Why a Modern Website Design is Key to Your Digital Marketing

digital marketing

Too many companies pour intense amounts of time and resources into digital marketing efforts such as paid ads, blogging, social media marketing, and more when they don’t have the solid foundation that they need to excel. Any successful digital marketing strategy needs a responsive, well designed and fleshed out website to represent your brand. All the digital marketing tactics and strategizing in the world won’t be able to save you if customers stop engaging because your website design isn’t up to par.

The many different aspects of a company’s online presence do not work in separate silos, cordoned off from each other. Successful digital marketing requires that all a company’s online spaces work together, synchronize, and support each other. Branding should be clear and consistent. All your digital marketing should funnel your prospects to a central online space where they can go to learn from, engage with and purchase from you. That space, your online home, should be your website. Your customers are your guests, and you don’t want them to walk into a home that is messy, poorly designed, unappealing, or dysfunctional. Your online ads, business listings and social media profiles should be directing potential clients to a fast, responsive, well-designed website where they can get all the information they need and contact you easily.

Eye-catching, excellent website design is a necessity for your digital marketing efforts to reach their maximum potential in the current market. Everyone has moved some part of their business to an online space. The competition is significantly higher than it was even only a few years ago. With so many brands vying for people’s attention, you need a website design that will immediately leave a positive impression. Basic templates that look as if they were released when Facebook was still a new site simply won’t get anyone to take your company seriously.

Just as important as the visual design of your digital marketing is the content of the website itself. If your website only has a few sentences barely explaining your service or product, Google won’t show you to potential customers and the few folks that do see your website will not think much of it once they get there. Develop and invest in the content of your website. Explain your brand and the benefits you provide clearly, but also in enough detail to keep people engaged. Consider your website design as you flesh out your site with content as well—imagine the way potential customers will navigate your site so your present information in a way that will make sense to them. Google will pick up on the way you benefit your visitors, which will help increase your rankings, and those who visit your site will stay on the path you want them once they are there.

Another important factor to consider is the responsiveness of your website design. Are you only thinking of desktop and laptop users when putting your site together, or are you also considering smartphone and even tablet users? A website that only appeals in one form factor will immediately put off a massive part of your potential customer base. It isn’t controversial to say that most people research products and services on their mobile devices first. Your digital marketing will not succeed if your website design is lacking either when a customer gets their first impression on their smartphone or when they follow up later that day on their desktop.

It’s not easy to compete with countless businesses in your industry, but it’s even harder online when you’re competing with everything else on the Internet just to grab people’s attention. If you want a website design that will give your digital marketing efforts the foundation they need, reach out to us today.

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De-Mystifying Google Search Console Part 3

Last time, we were going over some of the tools that are available to you. However, we haven’t gone over all of the tools. So let’s pick up this post where we left off last time.

HTML Improvements

“HTML Improvements” is where Search Console will recommend any tweaks or improvements you can make to your meta descriptions and title tags, along with any content that it doesn’t index.

This feature is very easy to use and can give you optimization recommendations that you can take action with immediately.

html improvements screen 1

For example, let’s say I click on the ‘Duplicate meta descriptions’ link in the image above, I’ll be able to see the 12 pages that have duplicate meta descriptions. Next, I’d go into my site’s CMS and change them so that each page has a unique meta description. This report can help make sure that your site is properly optimized, making it a very worthwhile tool.

Sitelinks

Sitelinks are the sub-categories that appear under the main URL when you search for certain companies.

Unfortunately, you can’t specify which categories you want Google to display, however, if your site is popular enough and it’s internal architecture is sound then these sitelinks will occur naturally. The good news? The ‘Sitelinks’ section of Search Console allows you to remove a webpage that you don’t wish to be included in the sitelink architecture.

Accelerated Mobile Pages (AMP)

This brand new tool just became available earlier this year. AMP is a way for webmaster’s to serve lightning fast, stripped down webpages that are specifically for mobile users. While site speed and mobile friendliness are ranking signals and are becoming more and more important, it seems that SEOs are slow to adopt these pages.

The AMP tab in Search Console allows you to see all the pages on your site with AMP implemented and which ones have errors. If you click on the error, you can see a list of your URLs with errors. Then by clicking on the URL, Google will recommend a fix for that AMP.

Search Traffic Tab

Under ‘Search Appearance’ is the ‘Search Traffic’ tab. This tab breaks down the nitty-gritty of your analytics information along with providing information on your internal linking structure along with much more.

Search Analytics

Search Analytics tells you how much traffic you’re getting from search. It reveals how many clicks you’re getting along with impressions that are delivered on SERPs. It’ll also work out your CTR and reveal what your average organic position is on each page. But the creme de la creme of this report is that you can also see a sampling of the queries that searchers are using in order to get to your site.

A caveat though, the data collected through Search Console is different from Google Analytics, so don’t expect them to match, however what this report is really useful for is seeing which keywords and phrases are bringing traffic to your site, as well as the traffic being generated from your individual pages.

Links to Your Site

Here is where you can see the domains that are linking to your site. Be warned, this isn’t a complete list, however it is a good indicator of where your content is appreciated enough to be linked. Clicking on the URLs on the right hand side will show you where your pages are being linked individually.

That’s it for this post, next post will be the last post in this series. We’ll be going over the rest of the analytics tools that you have available in Search Console along with the miscellaneous tools available to you.

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De-Mystifying Google Search Console Part 2

Last time, we talked about setting up your web property in Search Console as well as explaining what Google’s Search Console actually was. In this post, we’ll be continuing to break down each part of the Search Console.

Search Appearance

On the left-hand menu, there’s a button called “Search Appearance” that has a ? button next to it. If you click on this icon the Search Appearance Overview will appear and explain each element of the search engine results page (aka SERPs).

Clicking on each individual element will bring up a box explaining the element of the search result and how to optimize that element for click-through along with where to find more information within Search Console.

Structured Data

Structured data is a way for webmaster to add more information to their site that helps to inform google about the context of any given webpage along with how it should appear in search results. For example, you can add review ratings, images or star ratings to your webpage’s structured data and these may appear when your website shows up in search results. The structured data section in Search Console contains information about all the structured data elements Google has located on your site.

Additionally, if you have any errors in your structured data, this section will tell you any errors it had found while crawling your structured data. If you click on the individual “Data Types” it will show you exactly which URLs contain that particular markup and when it was detected. Then, if you click one of the URLs listed it will show you a breakdown of that URL’s structured data as well as a tool that will show you exactly how it looks in live search results.

Data Highlighter

The data highlighter is an alternative way of adding structured data to your website’s HTML. It’s a point and click tool where you can upload any web page then highlight various elements to tell Google how you want that page to appear in search results. Additionally, there’s no additional code to add, and you can set the data highlighter so it will tag similar pages automatically with the tags you told it for the page you’re currently highlighting. To learn more, click here to watch a video on it.

That’s it for this tutorial. In the next post, we’ll finish up the search appearance section, and wrap up with the basics of what you should know to be a Search Console power user.

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