417 Marketing Blog

Breadcrumb Navigation: What, Why, and How

Although their breadcrumbs were eaten by a bird and they were nearly eaten by an old witch, Hansel and Gretel’s seemingly clever idea survives today. No, we don’t use breadcrumbs to find our way home (we have cellphones for that), but we do use them to find our way back to the home-pages of websites. Digital breadcrumbs are a handy way to keep track of your location online. If you’ve never heard of breadcrumb navigation, don’t worry; it’s very easy to understand and use. But despite its simple size and function, breadcrumb navigation can greatly enhance your users’ online experience and optimize your website for search engines.

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SEO Is Not Rocket Science

SEO is not rocket science. Yet, in general, it is clouded in mystery and completely misunderstood. Why? Well, there a lot of reasons for this. Here’s two:

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Business Website Must Haves

Every year, you probably waste hours of your life meandering around on the Internet. Maybe you’re bored or procrastinating or maybe you just can’t find what it is you wanted. Isn’t it frustrating when you have to dig through a company’s website in order to find something incredibly simple like an e-mail address, a return policy, or a lunch menu? These are business website must haves: essential, sought-after, in demand bits of information that visitors want to see on your site. Without them, your potential customers might become frustrated, wander away, or even give their business to another company (one with a better website). Although you might be tempted to spend your time creating a website with fancy graphics and flash animation, remember that these aesthetic features are never as important as a clean website design that revolves around the information customers want most. It doesn’t matter whether you’re an insect extermination company, a yoga studio, or a manufacturer of custom-made mailboxes; you should always include these business website must haves on your site.

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Search Engine Optimization 101: What Is Off-Page SEO?

Last week we investigated on-page SEO, comparing on-page optimization to the tip of an iceberg. Well, jump in your submarine because this time around, we’re going beneath the surface to the hidden part of the iceberg: off-page SEO. But what is off-page SEO and why is it so important?

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Search Engine Optimization 101: What Is On-Page SEO?

Search engine optimization is a lot like an iceberg. From your little viewing boat, the mass of ice (the SEO) looks like a small, jagged island. If you didn’t know any better, you might think that was the entirety of it. But beneath the surface, much of the body is hidden, leaving only that tiny tip to peek out. Similarly, on-page SEO is the optimization technique viewers can see on your webpage. Its prominence can leave viewers thinking that that’s all there is to SEO. They’re wrong, of course, but today we’re going to stick with the tip of the iceberg. What is on-page SEO? Why is it useful? Stay tuned to find out.

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Search Engine Optimization 101: What Are Meta Tags?

Search engine optimization is like a puzzle. While there are proven ways to boost your ranking, many facets of SEO rely on trial and error. Different puzzle pieces are involved and their importance fluctuates all the time. Marketers can agree on the importance of some tools and tricks, but there is still a lot of debate regarding others—which are most important? Which don’t really work? Which are worth your time? And what are meta tags?

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Organic vs PPC: Are Organic Search Results Disappearing?

Back in the day, Google’s founders were so adamantly against an advertising-funded search engine model that they wrote a research paper about it while they were students at Stanford. Crazy, right?

That was back in 1998, before Larry Page and Sergey Brin realized the potential scope of the dorm room project that would later become Google Inc. Now, Google’s results pages are dominated by paid advertising spots and Google’s advertisements for its own services. Organic search results  (the original reason for Google’s existence) are getting pushed further and further down the page. They no longer hold a sizable portion of the screen’s real estate, and sometimes searchers have to scroll down to even find them. Of course it all depends on the search query, but still—it’s startling how far good old “regular” search results have fallen. In the battle of organic vs PPC, paid advertising space is dominating the competition, sometimes drastically so.

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How to Use Google AdWords Image Extensions

Now that we’ve introduced the latest update to Google AdWords, let’s learn how to use Google AdWords image extensions. Although the program is still in the beta testing phase, marketers are thrilled that this long-awaited addition is finally available. With a striking image, you can attract more viewers, increase your traffic, and hopefully strengthen your conversion rate as well. But while Google does allow you to choose your own images, those images must be approved by Google before they’re allowed onto AdWords.

So which images are likely to get a thumbs up? What about a thumbs down? Let’s learn how to use Google AdWords image extensions and find out.

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What are Google AdWords Image Extensions?

Which do you notice first—words or images? Unless the words are uncannily striking, your eye will likely be drawn to the image. As they say, a picture is worth a thousand words. Perhaps thinking along those same lines, a few weeks ago Google announced the beta launch of image extensions to Google AdWords. It’s still in the testing phase and its results have yet to be analyzed, but one thing’s for sure: the world of PPC marketing is changing once again. So let’s start with the basics and answer the question what are Google AdWords image extensions?

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DuckDuckGo Gets a Big Boost from PRISM

It’s hard to imagine anyone surpassing Google in the search engine Game of Thrones. For years now, Google has been the go-to way to search the Internet, even making it into the popular lexicon (I know, I googled it). But as online privacy gains huge momentum in the media (see: PRISM and Edward Snowden), many people are seeking an alternative to the all-powerful Google. That’s where DuckDuckGo is making its small but noteworthy splash.

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