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Choose Your Own Adventure: Site Navigation That Encourages More Conversions

Choose Your Own Conversion Adventure: Site Navigation That Encourages More Conversions

“Choose Your Own Adventure” books were all the rage back when I was a kid. But thanks to Al Gore for creating the Internet (wink, wink), we now have a choose your own adventure web. Unfortunately, too many sites are built like a traditional novel. They try to force visitors into the sale without letting them choose their own conversion path, or “adventure.” Learn how the site navigation of many website leads to the ultimate demise of the conversion in my latest Search Engine Journal article.

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New Site Launch Tip #7: Don’t Let Bad Code Drag Your New Site Down

Bad code

Most of the time web designers and developers are focused on the look of a site but less on the coding. However the coding can make or break a site’s performance in the search engines.

For the most part, browsers and search engines are very forgiving of poor code, but sometimes what might amount to a small thing turns out to create a big problem in your site’s performance.

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Why You Need a Web Marketing Team, Not a One-Man Band

 

Pitfalls of one-man web marketing band

A good web marketer has to have a lot of knowledge and skills in a number of different areas, but that doesn’t mean that one person can do it all. Like your favorite band, web marketing works best when you have a strong group all working together in the area where they have specialized skill and knowledge.

I believe the days of the solo web marketer are pretty much gone. Find out why in the my latest SEMPost article.

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“Mobile Friendly” Is So Yesterday. Time to Think “Mobile First”

Mobile First

As big as mobile is, it still seems to take second banana to desktop. After all, when you are developing a new site, what do you primarily think about? How it looks on desktop, right? And then you make sure it also looks OK on mobile and go on your way.

But now that the number of mobile searches have overtaken desktop searches in Google, it’s past time to flip the script. It’s no longer about making your site “mobile-friendly.” In my latest Marketing Land article, I tell you why mobile, not desktop, should be considered first.

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10 Keys to Successful SEO Client Management

Indispensable people skills

There is an endless stream of information out there for web marketers to soak in. For a successful web marketer, education NEVER stops. But it takes more to succeed than simply learning the best practices and technical how-tos.

In my latest Search Engine Journal article, I discuss how the best SEOs are those that can successfully collaborate with their client. An SEO can’t do it along. It has to be a team effort. Read the full article to learn what “people skills” SEOs and Clients both need to employ to achieve mutually beneficial results.

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Why Brand Building Gives Your SEO a Power Boost

 

brand building

There is more to building up a business’ online authority than what the search engine algorithms see. In fact, there is another type of authority building has been around far longer than search engines and the web. I’m talking about brand authority.

Building website authority is essential to a successful web marketing campaign. But so is brand authority. Yes, that’s right. Your brand authority–which has nothing to do with your website–is critical to the success of your web marketing efforts!

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Web Marketing is a Process, not a Project

web marketing process

Projects are often defined by a finite amount of work that needs to be done before it’s complete. A school project has some guidelines and a due date. A house remodel starts with an idea and a definitive goal for completion. Construction has plans and an end (though it may not seem like it!).

In contrast, a process is something you do. Repeatedly. Over and over again. Many projects have processes, and many processes require short-term projects. It’s a matter of following the steps to keep moving in the desired direction, getting results along the way, but never really being finished.

Marketing is a process with many projects. A business looking to grow never says, “I’ve completed marketing. It’s done.” And web marketing is no different. For the business that wants to grow, web marketing should never end.

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