Digital Marketing

The Growing Importance of Online Marketing




Digital Marketing

The digital revolution has transformed the world of business and most of the traditional marketing’s rules. Along with the new possibilities and tools, the buying behaviour has changed too. So, nowadays, more often than not, you can see consumers that start their buyer’s journey online – and many times end it there as well.

The digital era has left businesses with two options: adopt digital marketing as the new marketing standard, or fail. Because, not being present on the online map, is the same as not existing at all.

That’s why it is essential that companies understand digital marketing and the available digital tools, and learn how they can make use of them in the quest for growing their customers’ base, and consequently – their business.

In today’s article, we will help you do just that: we’ll explain the types of online marketing and its stages, list the type of content suited for each stage, and give you a step-by-step plan to starting your own digital marketing journey.

So, read on!


Before we get down to the details of digital marketing and introduce some of the tactics you can use to strengthen your position on the market, let’s first define what digital marketing is and go over some of its benefits.

Digital marketing, otherwise referred to as online marketing, is a way to market products, services, and the brands that offer them using digital channels.

The tools that digital marketing utilizes are many, and although learning how to use them all might seem confusing in the beginning, they ultimately make marketing much easier than it ever was.

Let’s take a quick look at the key benefits of online marketing.


With digital marketing, the word “distance” seizes to exist. Companies can reach hundreds of millions of customers, regardless of their location. Moreover, having all information about everyone with an online presence, the internet makes targeting a piece of cake.

Businesses can stop wasting their efforts on the wrong audiences, and spend more time and resources marketing to qualified leads. The availability of information also makes personalization possible, which means a greater value for the customers, and a higher chance of conversion for the businesses.


Can you imagine how much it would cost reaching such a vast audience using the traditional marketing channels?

The numbers would probably be so big, that it would be impossible to imagine.

Cost efficiency is one of the top advantages of online marketing – sometimes the only cost of advertising is your time.


As we already mentioned, the internet has all the information about everyone with an online presence stored. Including you, and your prospects.

Since all the interactions with your leads and prospects are recorded, you have an overview of the impact of your operations available at all times.

Of course, just gathering the data is not enough – you have to understand what this data means and use the conclusions you get to build more personalized relationships, optimize your strategies and always stay ahead of your competitors.


Now that you know what online marketing is and why it is essentials that both online businesses and brick and mortar companies adopt it lets list and explain the main types of online marketing.

Note that all of these types should not be used in isolation – instead you should incorporate them all in an integrated marketing strategy.


Search Engine Optimization, or shortly SEO, is a process of optimizing websites to rank well on search engines, and thus bring free, organic traffic to the site.

The problem is that the algorithms that search engines use to rank content continuously change, so if a business is to stay relevant in the digital economy, keeping up with the best search engine optimization practices is vital.


You’ve surely heard the phrase: “Content is king.”

There’s nothing untrue about that saying. Content is the single best way to provide value to your audience.

We know, we know – everyone talks about value.

Well, that’s because people only buy when they feel that they are getting something in return.

Moreover, content is the only way you can capture your prospects’ interest and nurture your leads, as usually, content marketing means delivering value without always selling.


In a world where almost every person that has internet access is a social media user, passing up the opportunities that social media platforms create for businesses would be a huge mistake.

Reaching out to the audience present on social media platforms such as Facebook, LinkedIn, Instagram or Pinterest allows businesses to increase brand awareness, drive traffic to their website and generate leads. Moreover, social media empowers companies to engage in two way communication with their audience, and thus improve customer engagement and satisfaction.


Although working on your SEO is imperative in order to increase your organic traffic, you should not overlook the value of other types of traffic as well. Why? Because SEO takes a long time to yield results, while PPC ads allow your website to climb to the top of the search engine results page (SERP) almost immediately.


Affiliate marketing is marketing through different blogs and sites relevant to your industry. A blog site that reaches your target audience can promote your products and services, and for every lead that makes a purchase through that blog, you pay them a commission.


As it is a truth generally accepted that people hate ads, and avoid them as much as they can, marketers came up with a savvy way to hide adverts in plain sight – a tactic they called native advertising.

Native advertising is actually placing ads next to other editorial content – while making the ads look just like the content they are placed next to.


Many people believe that when social media became the new online marketing standard, emails lost their significance. However, emails have always been, and probably will always be one of the most effective marketing tools.

Email marketing allows you to communicate any kind of news, updates, or promotions to your customers, nurture leads and build powerful sales funnels that convert in a matter of minutes.


Whenever brands build relationships with influencers, key content writers, or online journalists, you can say that they are engaging in online PR. Online PR focuses on getting high-quality backlinks and driving referral traffic.


Wow. So many things to consider, right?

And here we are, telling you that you should implement everything that we discussed so far in your marketing strategy. How is that possible?

Well, thankfully, you do not have to do all of these things manually. Instead you can automate them, using marketing automation software, created to help you prioritize and execute repetitive marketing tasks like social media or emails.

Do not confuse marketing automation with sending general messages to your following. When you use it right, marketing automation software helps you narrow your target audience down, create high-converting funnels and share more focused messages that are in line with your goals, without requiring your constant, undivided attention.


Don’t mistake the term “conversion” with a particular event, such as a sale.

Conversion means nothing until you give it a meaning. In other words, you have to set your goals and what you want to accomplish, to be able to define what conversion means for you.

You conversion optimization strategy should help you state things clearer: people will not know what kind of action you want them to take unless you tell them. In other words, to optimize your conversion rates, you have to find a way to create a clear, inviting call to actions and clearly articulate your intentions.


Data means nothing until you make sense of it. Just gathering data, without using it as a basis for making wiser, more informed decisions does not help you in any way.

Data analysis allows you to understand what data means and improve your performance according to those insights.

Here are a couple of things to keep in mind when you are analyzing data:

  • Measure the results at every stage of the funnel, instead of looking at just the ending numbers
  • Use hypothesis testing to put the data into action, and use it to make decisions
  • Don’t forget the importance of context, as data itself does not always give you all the information you need


Usually, people associate online marketing with individual customers, although it can be used even in B2B relationships just as successfully.

However, there are a couple of key differences between the B2C and B2B marketing landscape that you should be aware of.

The Length of the Customer Journey

When you are marketing to businesses, you should expect slow and calculated decisions, unlike B2C decisions, which can be made even in just a few moments. That’s why when it comes to B2B marketing, nurturing your leads is essential – as your customers are in the evaluation stage for so long, you need to provide them with all the support they need to move to the next stage.

Buyer Motivation

The reason that B2B journeys take so long is that when making a decision, businesses have to make sure that it is the right thing to do for the whole corporation – and not just for one sector. This means that usually, before making the final call, a series of pitches are made at different levels of the hierarchy.

When it comes to B2C relationships, on the other hand, they start and continue solely because of the interest of an individual.

Marketing Focus

Another point of difference between marketing to B2B and B2C is the focus of the marketing message. When marketing to individual customers you should focus on the attributes of the product and how they can bring value, and when marketing to businesses you should focus on building a strong relationship.


Ever since the beginning of marketing, marketers have used sales funnels to gain the interest of their prospects and convert them into leads. With the digital revolution, building sales funnels have become as easy as it can be.

Each sales funnel goes through three stages:

Interest and Awareness

When the prospects first discover your brand, they are at the top of the funnel. Each stage has its own challenges, and the biggest challenge in the awareness stage is standing out in the sea of online content, and grabbing your customers’ attention.


Customers in the middle of the funnel are considering your products and services and evaluating whether making a purchase will bring them the expected value. This is the part where you have to convince your prospects that your products are superior to your competitors’ and that you are their best choice.


If you successfully push your prospects through the middle of the funnel, you will have them at its bottom, where they move from the phase of making a decision – to taking action.


So far, we went over two imperative marketing truths:

  1. People consider buying from you, only when you convince them that your business and products bring them value
  2. Content is the best possible way to deliver value

We also went through the customer journey and its three stages and explained how your prospects’ awareness of your brand and their interest differ in each stage.

So, now it is time that we combine all this knowledge together and explain how to create your online marketing strategies.


By now, you should understand that the prospects at the start of their customer journey are not interested in the same information as those at the middle – or the bottom. A content strategy is merely choosing the right kind of information to present to your customers at the right stage of their journey.

Let’s go over the funnel stages again and list the content that works best with each one of them.

Awareness and Interest Stage: EBooks, Blog Posts, Infographics, Short Videos

The awareness stage is all about free information, packed in different forms. Regardless of what kind of content you decide to create – be it an EBook, a video, a webinar, or a blog post, what you need to do is to spark the interest of your prospects by sharing free knowledge that helps them solve some dilemma or problem.

Evaluation Stage: Testimonials, Case Studies

Let’s say you successfully got people’s interest. Great!

But that does not mean that your job is done. If you don’t push them through to the bottom of the funnel, chances are many of them will remain stuck in the middle.

The best way to convince people that they need your product is through peer pressure and social proof.

People do not believe brands and advertisements as much as they believe other people.

Action Stage: Promotions, Discounts, Limited Time Offers

Leading your customers to the bottom part of the funnel does not mean that they will become your customers. Some of them will buy your product on their own, but others need the extra push. That is when introducing a ticking clock offers such as discounts and promotions can come in handy.


Long gone are the days when you could stuff your content with keywords and any kind of backlinks and see your website appear on the first search engine results page. Now, if you want to stand out, you have to design an SEO strategy.

This strategy is closely related to your content strategy, since, in order for your content to be relevant, you don’t only have to provide quality, but also build it using the SEO best practices.

Every successful SEO strategy is a puzzle consisting of four pieces:

Technical SEO

Technical SEO is the process of optimizing your website, so it is compatible with search engine guidelines, and providing the best environment so search engines can crawl, index and rank your page effortlessly. The purpose of technical SEO is to solve any technical problems your page might have, to make the site mobile friendly, create an intuitive structure of your content, and increase the loading speed.

In other words, technical SEO focuses on improving your page so your visitors can have a satisfactory customer journey.

On-Site SEO

After making sure you have a good content structure on your site, you can apply on-site SEO which consists of keyword research, keyword dense page titles, clear, descriptive URLs, keyword dense content and precise call to actions.

Let us give you a piece of mind: On-site SEO is much harder to implement if you first don’t optimize your technical SEO.

Off-Site SEO

Off-Site SEO is built through online PR, and its purpose is establishing your brand’s authority. However, when it comes to link building you should not focus on the quantity, but on the quality. In other words, what you want are links coming from relevant sources, and the best way to get such links is to first create high-quality, valuable content.


You might have noticed that we mention content in each section of this article. It seems that content is king after all. Content is not only blog posts like many people assume. Generally speaking, there are three types of information you should give through your webpage’s content:

  • What’s your business and where it is located
  • What makes you better than your competition, and why a visitor should engage with your business
  • Relevant information that positions you as an authority on the market


Developing your SEO marketing strategy has a few stages.

First, you have to find out what the “what” and the “why”: what people are looking for and why they need to find their information.

Then, it is time that you satisfy those needs by building relevant content that will answer their questions and pick a channel to optimize for.

And finally, once you have all of this down, it is time that you optimize the content. To do this, you have to imagine the customer journey and decide when and where to place a call to action. Make sure that you don’t limit yourself and optimize only for your search traffic – instead, the goal of your optimization should be making a conversion.


The biggest mistake you can make is underestimating social media marketing. And, you’d be surprised to know how many marketers do.

Many people think that being present on social media is enough. They’ll post an image or a short tweet and cross their fingers waiting for engagement.

However, it’s not as easy as it might seem.

When you are developing a social media strategy, there are four stages you have to go through if you are expecting any success:

  • Social listening is the activity of monitoring your customers and responding to all customer concerns you might find on the web.
  • Social influencing is quite self-explanatory. Becoming an influencer means establishing authority on the web, usually through sharing appealing and valuable content.
  • Social networking is the same as networking in real life – it consists of associating with influencers and authorities brands present on the platforms.
  • Social selling is the act of driving sales from existing customers and turning prospects into leads

Although each one of these stages is a puzzle part without which social media success cannot be guaranteed, the first stage, social listening, is the most significant, as it is the source of all data that allows you to perform every other step well.


Email marketing is everyone’s favorite for a reason: you can use it for branding, customer retention, sales, getting referrals, driving traffic and many other purposes. In other words, you can use it for communicating any kind of information, in any stage of the customer journey.

Generally speaking, there are three types of emails:

  • Transactional emails are usually sent by automated systems as a response to a trigger event such as signing up.
  • Relational emails are sent out in order to nurture leads and retain your current customers.
  • Promotional emails are used for generating sales.

These types of emails are not excluding one another: you should use each one, depending on the funnel stage your customers are in. However, no matter what type of email you send, there’s one thing you should keep in mind.

Although your email marketing efforts usually bring you profit, that is not its purpose.

Instead, when you are thinking about the way you should develop your email marketing strategy, you should be thinking about the way you can most efficiently and effectively make your leads move from one stage of their customer journey to the next one.


When we’re talking about a conversion optimization strategy, we’re not talking about driving new traffic to your page, but about optimizing what you already have.

As with every other strategy, this one too is developed in a couple of stages:

  • Decide what you’ll optimize and set your goals, both short-term, and long-term
  • Gather and analyze the data
  • Create a hypothesis and different variations that you are planning to test
  • Run the tests
  • … Analyze. Again.

Note that these stages are not linear – instead, think of optimization as a circle: after the final stage ends, the first one begins again. The process of optimization should not be a one-time thing, but a usual thing you do all the time.


Although creating mobile-friendly content is part of technical SEO, we decided to create a separate section to accentuate its importance.

Nowadays, people gravitate toward using smartphones for many of the tasks they used to do on other internet-enabled devices: communication, online research (price comparisons, product reviews), and even online shopping.

With smartphones becoming a necessity rather than an accessory, if you don’t have a mobile website, you’re not only missing out on the opportunity to be better ranked on search engines, but you’re also risking your customer satisfaction levels.


Now that we have explained the basics of online marketing, its types, and strategies, you must be wondering how long it’ll take for each of the online marketing strategies to yield results.

Although it depends from case to case, there are a few general rules that’ll probably be true for you too.

With PPC for example – what you pay is what you get. So, the results are more or less immediate.

SEO, on the other hand, takes a little longer. With SEO, you should expect to get similar results as you get with PPC around a year after you’ve collected enough long-tail keywords.

Finally, content marketing takes a long time to yield results, but it also requires your continuous attention and activity.

So, stay focused, and be patient. The time that you need to wait to see the results will be long forgotten once the traffic and leads start flowing in.


The time has come to answer the burning question: how much does it all cost?

Well, it all depends.

It can cost nothing… and it can cost a fortune.

First, you should decide is whether you will outsource your online marketing or you prefer to do it yourself. Naturally, outsourcing costs more.

If you do it yourself, the next thing you should consider are the available online marketing tools.

If you are a small business, then free tools will do, but as you grow, you’ll notice that you need more data, options, and better support – so chances are you’ll have to switch to some of the paid versions.

Final Notes

The question whether you should build and implement a digital marketing strategy, is the wrong one to ask. How you can go about implementing it, should instead be your focus.

Whether you’re a startup, or a company with a loyal following, online marketing can only open more opportunities for your business. The good thing about it marketing is that you can everyone can afford it, regardless of their business’ level of development.

However, there is one cost that cannot be avoided, and you should be prepared to bare. And that cost, is your time.


How to Get the Most out of Your Web Site





Discussing website project

The old adage “if you build it, they will come” at one time applied to web sites right up until the internet bubble shattered into a million soapy shards.

Nowadays if the web site is used as a marketing tool (electronic brochure) and the objective of your web site is to produce sales, the site has to be different and stand out from other web sites – something that no one else has thought of and has brought to the web.

That’s a very tough thing to do and will usually take a lot of hard work and maybe a venture capitalist or two to help with the development costs of your latest and greatest widget.

In today’s economy, the homeless are richer than most banks so to find a venture capitalist that will sink money into the web you better have more than just a what-if, if you build it, they will come (IYBI-TWC) rhetoric.

A service is tougher to sell to a customer because it isn’t a thing.

A customer can’t touch it or control it.

Service is not objective but subjective.

A customer can’t have a free trial download of service to test it out.

So how should the executive protection/security industry sell a service on the web and do it at a reasonable cost?

As an example, let’s take a look at two industry web sites.

The first Company, Company A, has a web site that contains high-end graphics; fancy action shots, and in there is a list of services that they provide and contact information.

Company A web site cost to build was $10,000.

The second Company, Company B, has low-end graphics – simple design, no fancy action shots, list of services with prices, and contact information.

Company B web site cost to build was $2,000.

Now which industry web site is getting more out of their web site?

One would naturally think the fancy, high-end brochure on the web, right?

But that is not necessarily the case.

The Company A web site is three years old and has the exact same content as day one.

Same services, same content information, same old, same old.

The Company has applied the IYBI-TWC principle.

Yes, it does get potential clients to use their services; but most of their clients have always used this industry service company for x amount of years, so why change.

Don’t get me wrong, this Company is making money, but the same money, from the same clients.

Same eyes are looking at the site, same eyes buying the services.

I call this approach the even keel – just hums along thinking everything is going great – but watch out for those icebergs.

Company B’s web site is also three years old; however, the Company is always updating the site with new services, new schedules maybe a couple of articles related to client feedback or the services they provide.

In other words, the Company is being proactive by managing their web site – keeping it fresh with new content.

This does bring to the web site fresh eyes, and maybe new clients.

But there is something else this Company is doing – looking over the web site statistics.

Web statistics sound like a college math course, but in reality, most Web Hosting Companies make it really easy for you.

Company B is getting the following information from visitors to their web site:

• What pages visitors look at and how often
• How often visitors stay on a page
• What time a day most visitors come to the site
• What web site referred their web site
• What search keywords led visitors to their site
• What country or state visitors are from
• Visitor ISP’s – military, government, education, commercial

Most of the information is standard, and the hosting provider puts the data into a nice bar and circle graphs.

So how does Company B make stats work for them? Let me give you a few practical examples.

Search Keywords

Search keywords are keywords that visitors have typed into Google, MSN, Yahoo, etc. and clicked a search result that led to the Company B web site.

For example, Joe the Plumber is looking for a defensive driving course for his teenage son, so he typed in Defensive Driving; Company B comes up in the search results. Joe, the Plumber, clicks the Company Blink and visits the site.

The upside for using this data is that Company B uses these keyword results to introduce new services and new content so that these visitors will purchase these services rather than continuing their search elsewhere.

Now you wouldn’t want to do too many new services as that wouldn’t be financially prudent, but even posting new information such as links to articles or writing your own is doing two things – keeping visitors on your site and potentially getting new clients.

Visitor ISP’s

This bit of data tells the Company what ISP’s people are using while visiting the site. Some are the usual suspects – Cox, Time Warner, Verizon, but a few might stand out like an ISP that ends with ‘.mil.’ or ‘.gov.’

Let’s put this to work for Company B.

In checking the web statistics for December, Company B notices several visits from an ISP named

At the weekly Company B meeting, the web statistics are reviewed with staff.

A staff member knows someone over in Fort Bragg who does some training.

She places the call and gets Company B and Fort Bragg talking about some of their services.

Fort Bragg says they have gone with Company A for several years and are satisfied with their services, but are interested in what Company B can do for them.

Now in this hypothetical situation Company, A’s even-keel approach could be steering right into an iceberg, and Company B could be starting a long term partnership with Fort Bragg.

Some visitor ISP could be commercial like Raytheon, Fidelity or Starbucks.

Large companies like these run their own ISP’s and could also provide potential leads for clients.

One word on Starbucks though, they rent out their ISP at local coffee shops, so if you see Starbucks in your Visitor ISP data, it most likely means someone logged into the Starbucks ISP and visited your site.


Web referrals work like this: Company B posted an article related to their services but also gave good practical advice; another company,, put a link to Company B’s article on their web site.

The web statistics will show a referral from

These statistics are also a good aide in garnering new eyes and potential new clients.

It also does something else – networking and potentially supplemental income.

Now that Company B knows that posts articles a dialogue has begun.

Company B and now post articles and shared services on each other’s web sites.

Things are going well between them; they are talking about putting referral finder’s fees for the referral traffic.

A Thing about Hits

All Company B activities are going on while Company A sits and waits for the phone to ring or the email to ping.

Company A has web statistics available, but they don’t think the data is important – except for hits.

They have a counter on their home page for all to see. One hundred twenty-nine thousand five hundred eighty-two hits – looks and sounds quite impressive.

But hits can be deceiving.

Technically speaking, a hit is a call to the server where the file is hosted and presents that file on the browser.

So what does that mean?

Let’s say there are 15 images on Company A’s web site home page if one visitor clicks on the home page, that produces 16 hits – 15 for the image files, and 1 for the page itself.

Now the counter will go up only one notch, but the web stats hit data for Company A will add sixteen.

Let’s say that one visitor clicked on the home page ten times; the counter goes up to ten – the hit data goes up to 160.

Company A thinks several different visitors went to their site when it actually was only one person.

So when you look at hits as a gauge on how your web site is doing – bigger isn’t always better.

Search Engine Optimization

Do a Google search for what your company is selling.

Chances are there will be millions of results.

You find company A’s web site ranked 20th and on the second page and Company B’s website ranked 2nd on the first page of results.

How can Company A improve its ranking?

SEO is the use of various techniques to improve a web site’s ranking in the search engines and thus attract more visitors.

Some of these techniques are free and help a great deal and some techniques you can pay for.

The free techniques are usually slower to move up your web site in rank but in my opinion, are longer-term results.

Here are a few free optimizations that you can do:

Go to Google.Com and do a search for Google site submission.

Enter your site and a one-sentence description of the site.

Do the same to other search engines like Yahoo, Bing, etc.
Whether you have designed a website for yourself or hired someone to develop it, there must be Meta tags for a description and keywords for each page.

I would also recommend that each title on a page represent what is on that page.

Sign up for Google’s Webmasters Tools.

Google has fantastic tools at you or your developer’s disposal such as what keywords searchers are using to get to your site, who is visiting what pages, setting up a site map, a robots.txt file to name a few, all of which will bring your website up and rank.

Sign up for Google analytics.

In addition to the webmaster tools, Google has specific tools to analyze your web site. Keywords, visitors, referrals, bounce rate, how long visitors are staying on your site, how many from what country, etc.

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Search engine marketing

How to become a Youtube Entrepreneur





Couple blogger vlogger and online influencer

YouTube is a video-sharing website, but in modern day – we might as well consider it a social networking site.

YouTube is more than sharing videos – it’s a community of people to freelance, discuss politics and such, laugh, and do an assembly of things.

The evolution of social networking has gone beyond matching you with people of similar interests, backgrounds, and establishing social relations.

It has launched the best entrepreneurs and businesses out there, and YouTube happens to be right on the list for this kind of success.

So, what’s the product? How does “PewDiePie” (one of YouTube’s top money-making entrepreneurs) get 4 million dollars a year?

It’s simple.

Their product is their personality and their passion, because they’re simply down-to-earth, relatable for most people, and provide a source of entertainment or knowledge for their audience.

Furthermore, many of those making big bucks off of YouTube have established something unique.

How many people are filming cat and dog videos, or now – cute babies?

It’s true that the top subscribed channels on YouTube include a surge of ordinary gamers, yet each of those gamers happens to publicize a unique personality.

PewDiePie, yes – he’s’ a gamer, but he doesn’t just film himself doing video games, of course; the 4 million dollars is a courtesy to his rich personality and hilarious side-comments and videos.

So, what’s your niche? Is it baking? Doing makeup? Doing pranks?

Each of these types of entertainment and sources of knowledge I’ve mentioned has tons of videos on YouTube already.

So, beyond finding out your talent – establish your audience.

Is it the stay at home mom or a teenager?

A combination of things also proves to be helpful – like showing off your baking skills while in the kitchen with your hilarious partner.

People want something they haven’t quite seen before or something that distinguishes from the crowd.

Perhaps this is a bit cliché, but it’s absolutely true. It’s about finding out what makes YOU special or different.

How am I different from all the other people playing video games or giving a tutorial on how to do makeup?

It’s about showing the world the specialty in you as a person.

That being said – anybody can be the next top entrepreneur on YouTube or another million-dollar maker.

Social networking sites, such as YouTube allow you to take advantage of resources and do so.

So, it’s basically your uniqueness, talent, and establishing your audience. Maybe you won’t be the next “PewDiePie” or so, but have fun in the process.

After all, that’s what social media sites like these are about.

They’re about growing, enriching, and encouraging relationships, businesses and people like yourself.

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What is Technical SEO?





young businesswoman pointing at white blackboard and explain a project to her colleagues

Technical SEO is a term for improving a website’s technical aspects to rank better in search engine results.

With technical SEO, it is possible to make web pages easier for search engines to crawl and read.

Google’s objective, and the objective of search engines in general, is to give search engine users the best possible experience.

The best user experience refers to things like the relevance of the results, but it also includes technical factors such as:

Page Load Speed

One of the features that Google considers an important element in a web page is loading speed.

Users want web pages to open quickly.

According to Google, the likelihood of visitors leaving a website increases along with the page load time.

The bounce probability goes up by 32 percent as the page load time goes from 1 to 3 seconds, according to Google (

Google believes that websites that open slowly provide a sub-optimal user experience and will penalize that site with a lower ranking.

That website’s faster competitors will be ranked higher.


Google has announced that they want HTTPS everywhere.

The HTTPS at the start of the URL (as opposed to simply HTTP) indicates that the website uses a technology called Secure Sockets Layer (SSL).

SSL creates an encrypted connection between the web server and the visitors’ browsers.

The encrypted link ensures that the data sent over it cannot be intercepted.

No Duplicates

Having the same content on multiple pages of a website can confuse search engines.

The result of that confusion is that all of the duplicate pages get low rankings.

The solution will be to indicate which of these pages should be seen as the canonical URL.


A responsive website design is one that allows the content on a website to be read on any device.

In other words, the website will be just as usable on a mobile device as it is on a PC.

Google considers responsiveness a key signal for ranking, especially since more of its users are gravitating towards mobile devices.

XML Sitemap

XML sitemaps help search engines to figure a website out as they crawl it.

It tells them where to find each page, the last time that page was modified, and how often it gets updated.

These are just a few basic aspects of technical SEO.

The technical SEO field covers all the areas wherein a website must conform to search engine requirements.

Not only will meeting the requirements help with a website’s ranking, but it will also provide a better user experience.

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