Content Synonyms Almost As Important As Main Keyword Phrase

Content synonyms are so important to search engine optimization that they often can attract more search engine results than the main keyword phrase in an article.

SEO synonymsContent synonyms are so important to search engine optimization that they often can attract more search engine results than the main keyword phrase in an article.

Good SEO requires identifying through effective research a keyword phrase that is both commonly used by searchers and an accurate description of an article’s main subject. Continue reading “Content Synonyms Almost As Important As Main Keyword Phrase”

Pay Per Click Shows True Value With Return Visits

Pay per click campaignsPay per click campaigns show initial value when people who click on ads visit a site, but they show even more value if the visitors return.

It is important to understand that some sites have short-term loyalty with visitors while others have long-term loyalty.

For example, a travel site about the Caribbean has value for a matter of weeks or at most a few months. Visitors may visit the site before a vacation to get more information about their trip. Continue reading “Pay Per Click Shows True Value With Return Visits”

Discover Online Brand with Simple Search Term

Traditional media has powerful online brands and give simple lessons on how to build and keep them powerful.

Online brandTraditional media has powerful online brands and give simple lessons on how to build and keep them powerful.

During my work on large newspaper and TV station websites, I was surprised at what I discovered in analytic software about the ways people went to those sites. Some of them had been around for many years and were getting more than 1 million unique visitors a month.

It was no surprise that these sites attracted major amounts of traffic from search engines. The surprise was how people used those search engines to reach the sites. Continue reading “Discover Online Brand with Simple Search Term”

Audience Geography Matters More Than Total Visits

An audience geography report in site analytics is a useful tool in identifying whether a site is reaching the right location of the right audience.

Planet EarthA local website publisher may get excited by 100,000 visits a month. But the excitement won’t last if half of those visitors aren’t local.

A national website publisher may get excited by 10 million visits a month. But again, the excitement dies quickly if half of those visitors aren’t from the nation the site is seeking to reach.

An audience geography report in site analytics is a useful tool in identifying whether a site is reaching the right location of the right audience. Continue reading “Audience Geography Matters More Than Total Visits”

Content Authority Depends on Journalism Rules

In an era of fake news, content trust and authority depend more than ever on a few basic journalism rules.

In an era of fake news, content trust and authority depend more than ever on a few basic journalism rules.

One of the top 100 sites on the Internet in terms of audience has a message board section with quite a few posts about politics. One poster refers to many sites as sources of information. Most of the sites have the following characteristics:

  1. Private domain registration, meaning the owner is hidden.
  2. No contact page.
  3. No privacy policy.
  4. No terms of service.
  5. Fake bylines: ZeroPointNow, Knave Dave, Kim DotCom.
  6. No attribution of sources. In fact, no sources at all.
  7. No apparent editing based on the quality of the writing.
  8. No labels for opinion and advocacy.

Continue reading “Content Authority Depends on Journalism Rules”

Product Strategy Balances Desktop and Mobile

A site product strategy that balances desktop and mobile versions will improve time management and return on investment.

Websites rarely have the same amount of desktop and mobile visitors. Likewise, they rarely have the same amount of desktop and mobile ad revenue, transactions or other forms of income. But large differences can reveal weaknesses in either platform, especially mobile.

So the first step in developing a site product strategy is research by the publisher into the two platforms that identifies how much audience and revenue each one is producing. Continue reading “Product Strategy Balances Desktop and Mobile”

Website Navigation’s First Priority is Prominence

Site navigation gets the same benefit from prominence as advertising, content, functionality or any other element on a site.

The more prominent the site navigation, the more likely people will click on the links.

Prominence increases or decreases in navigation with a few simple design techniques: Continue reading “Website Navigation’s First Priority is Prominence”