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The importance of branding online

If your website is aimed at getting business contacts and if you sell your company are not products if no services, branding online should be your priority.

What is branding online?

we call "branding online” or “online branding"Management of brand reputation / person Internet, using the tools of digital marketing.

Why online branding so important? (Especially for service providers)

When you want to sell is not a tangible product, the customer must decide based on the information available on this service, either on your website or is in third. The reputation you create around your company is what will end up deciding the sale.

The online branding and the basic techniques of digital marketing.

SEO

More than 90% of searches in the Spanish internet are made from Google (Source: Global Stats) So the main tool for managing your online branding is SEO (natural search engine rankings).

Find your brand, your company name, the name of some of your managers and manages well the image you are offering in Google.

Orients the website to customers, not products

I mean, this is one of the principles of relationship marketing, customer orientation, as opposed to product orientation. To do this, divide your customers into 3 or 4 market segments, and on your website, create a zone for each of them. In these areas, use their vocabulary, images that you can feel reflected and talk about their needs and concerns. Explain how your services or your products can solve.

Example 1: www.dell.es -> Seen as separate private companies.

Example 2: www.tnc.cat -> Create sections for notes as "schools", "business", "university", etc.

Testimonials from your customers

No matter what you say about your brand, anything said by one of your customers has much more credibility. So using customer testimonials that have fidelizados to convey the brand image you want to show your future customers.

The testimony can post on your website and social networks.

Public relations are useful

Use them to:

  1. To improve SEO. A link to your site, published in online media, improve your search engine positioning. So do not forget to include links to your website in the press releases you send to the media.
  2. To improve branding. Creates "a section of the typewhat the press says about us"And every time you publish something about your company, cítalo in this section and linkea the source. As in the case of testimony, the press is much more credible than anything you can say you anywhere. Also post on social networks.

Social networks and online branding

Uses social networks to transmit your brand values ​​and get your website to display statistics "followers”, “likes"Or whatever ... (if they are good :-)

Make a good benchmark before starting

It is important to know what your competition is transmitted, how it does it, and what results they are getting.

Here you will find an article I wrote about "How to make a benchmark". It can be of great utility.

Google Analytics will also help

Check the bounce rate on your homepage (you will see in Google -> Reports -> Behavior -> Site Content -> All pages). The ratio of rebound of a corporate website should not exceed 35% of visits. If you get through it, reviews the design, usability, site speed and content of the home page. Do not give up until you get 35% or less.

(He Rebound ratio indicates the percentage of users who enter our website and leave without browsing any page. Here you will find an article on how to lose Rebound Ratio of a website)

Take control of managing your brand's reputation (whether it is your company as if it is your personal brand), and not let it be the chance to decide what image you project.

Tempers!

We talk to each other.

New Book SEO - Search Engine Optimization

The UOC publishing house is publishing in book form the agenda of the most popular subjects of this university. These agendas are the SEO, I wrote as part of the subject of Digital Marketing taught at various masters and postgraduate courses.

For the paper edition have been updated all the points that are part of an agenda full SEO (Google is constantly changing and must always be updating SEO classes !!) and included illustrations that make facilitate the interpretation of each topic.

The author of the update and some content is part of Helena Casas who probably already know some of their classes Personal Brand Management (here you will find more info about it: Helena Casas).

Finally, after some weeks of work, it has been an actual book, well edited and as I try to do with all temarios I write, nothing academic. Everything is explained as we would in a face-class. I annoy a lot of practical books on it is unclear what to do ... so this I think everything is very clear!

The book has a version in Catalan and Castilian version. You can buy them directly on the website of the publisher: SEO Book

Now, along with Helena, we are preparing a questionnaire and several case studies related to the book, why Editorial UOC want people to buy the book and want a title as acquired knowledge in the shared, they can perform a test through the website and eventually certifying the basic principles of SEO are known.

Well, this is all about the book ... if you know what to get you for this Christmas or the Three Wise Men, here's a good idea :-)

We talk to each other.

A big hug.

How to request removal of Google results

As you know, the Court of Justice of the European Union He has forced Google to remove the search results that violate the European Data Protection Regulations.

Thus, users can request that Google remove get results "Inadequate, irrelevant or no longer relevant or are excessive in relation to these purposes and the elapsed time".

For this Google has prepared an application form that the user must fill. Google This form asks the user's name, relationship to the person represents (if need be ... for example "spouse" or "attorney") and the URL of the content we want it to be removed. You can request removal of more than one URL on the same form.

You also need to attach a copy of ID card of the applicant (lest we request that our competition desindexen)

Google is committed to study each case and contact the webmaster who posted the information we want it to be removed, to inform you that this page is dexintexa.

If you want to see the form you have it: Form for withdrawal of Google search results

This form only works in the European Union.

I hope the link be useful to you.

How to lower the bounce rate of a website

This morning is participating in the forum of my subject in the Master in Finders taught at IDEC (Pompeu Fabra University) and I saw that some students were not clear what the Rebound ratio a website and what might be the causes that lead us to exceed the number that would be logical.

It seemed to me that the answer was worth it to be shared in this blog in addition to the student forum. So here goes:

What is the bounce rate of a website and how to bring it down

He rebound ratio or bounce rate is the number of people entering the site but not navigate the, divided by the total website visits.

That is, reflects views that do nothing on our website, maybe ... but read (although the latter can not be sure). If not they clicked on any part of our website, Google Analytics (or analytical system you're using) can not calculate how long they have been on the site and also counts as the rebound.

Our bounce rate should never exceed 40% (for a corporate website or an e-commerce) ... if exceeded this figure is that something goes wrong. The causes can be:

  1. Visitors who come to our website, not part of the segments of our target audience and therefore are not interested in our ... and go -> users coming from a poorly made or fraudulent advertising campaign would be in this subset but here users would also be arriving by SEO done without clear objectives.
  2. The prices of our products are beyond market, and therefore users the look and leave.
  3. The web is too slow ... and therefore endure downloading a page but I think 2 times before going sailing.
  4. The usability of our website is terrible and users do not know what to do to keep browsing or read more information.
  5. Users are browsing on a mobile device and have no version for these devices or our website is not responsive (That automatically adapts to any screen resolution).
  6. The design is unprofessional and therefore, the image conveyed by our company as well. Users do not take us seriously and go.

This applies to corporate websites. For a website type blog, the bounce rate may be somewhat higher (60% approx.) And not pass anything because many users are recurring visits (visits have been other times) ... may the user reach the website , read the new blog post and leave. They will not read more because they have read the other information.

In a blog type website, we should review the bounce rate of new visits, and get interested in these other related items, or the most read, the most shared, etc. In the case of the new, the bounce rate itself should be below 40%.

How to improve the ratio of rebound of a website

Noting the causes we can intuit how to reduce Rebound ratio:

  1. Before raising our our SEO and online advertising campaigns (SEM and the rest) we must be clear who is our target audience, Which segments comprise it, how are the people who are part of the segment, which will search Google, which websites visited, etc ... that is, we must do a good marketing analysis before executing any action.
  2. Before raising any action we make a good analysis of competition. We must know what the prices are competitive, their value proposition, what sets us apart from it ... Thus, although our prices are higher can argue why users should buy our products and not those of our competitors.
  3. The website should be tested by someone. The problem of speed and usability problem could have been detected with a beta-tester (someone try our website before publishing the final version). With a good testing also we would detect lack of persuasion, or lack of realization of the goal of the website. So it is 100% recommended that four or five people who do not know the web, testeen before us and we can observe what they do it, how they navigate and what are fixed.
  4. At the moment it is out of place not consider having at least one web responsive. We would be losing almost 30% of visits (depending on the sector in which we move, in tourism, we would be losing a lot more).
  5. A corporate website should reflect a professional image 100%. Today, with the large number of inserts of payment for WordPress, Joomla, Magento or any other manager and content, there is no excuse not to enjoy a professional design on our website.

So now you know ... check out these 5 points and make sure the bounce rate of your website That's the right one.

I hope these tips will be useful.

A hug.

How to make your photo appears next to your results Google

I'm taking these calm days to prepare a class to which I call "Internet Update"I explain it to alumni from previous years new this last course in this way they are always current.

It's amazing how much things change in a year! Since the trends in design, usability, new tools, new social networks, and of course, changes in the Google algorithm.

Among all these changes there is one of special importance both in terms of personal branding and in terms of SEO.

  1. At the level of personal brand management: It is to get your photo appears next to the results of Google when they refer to your site.
  2. A level SEO: It is to get Google know that you are the author of well-positioned content and that are visited by users. It is, is improving Author Rank of your website.

Let's see how it works.

How to get the photo to appear and Google recognize you as an author?

There are several actions that we take to achieve:

  1. Google directly indicate who are the authors of this page. To do this we must enter our personal Google+ profile and in the section "About Me" to "links" to "Contributes" to register our web pages. But this action is not enough. Google needs to verify that this is true. To do this, we can do 2 things ...
  2. On our website, each of the pages that are authors, include a link to our Google+ profile with label rel = "author" within the link. For an example, in this same page you are now, look at the source code link to Google+ you'll find in the right column.
  3. Another way to show that you are the author of a website Google is recording in an e-mail domain of the website. That is, in your Google+ account include mail notifications as an e-mail belonging to the domain on which you want to show that you are the author. Google will verify the e-mail and think you're the author or coauthor of this web.
  4. There is another action reinforcement so that Google can create you are the author of something: include your name under the title of the articles you write. For example, in this blog, you will see that the title is my name. A few months ago this was not the case since as I am the author of the content of this blog, it seemed redundant sign all items ... but I changed when the author began to gain importance.

It took me 48 hours to get the picture next to my articles on Google results pages. I did 4 actions described here, but according to Google with the 1 and the 2 is sufficient, or 1 and 3 is also sufficient. So yourself.

I hope this information has been helpful.

You spend a good holiday if you're at it :-)

Course SEO, SEM, Videomarketing and Mobile Marketing at the Chamber of Commerce of Sabadell

This Thursday March 21st classes begin SEO which they are part of Specialization Course in Digital Marketing.

This year, unlike in previous editions, the camera allows students to sign up to loose modules. On Thursday, begins the module "Attracting visitors to a website"In this module all the techniques that will help us attract traffic to a website are treated. The principal of these techniques is the SEO, Engaged to 8 hours, with the SEMThe high in directories and online intermediaries, public relations, videomarketing and mobile marketing.

Sessions SEO and the other techniques I teach, those of SEM imparts Victor Francisco. In total, there are 5 sessions of 5 hours, delivered every Thursday (except Holy Thursday) from this week.

If you want to attend this module, please contact the Chamber as soon as possible. You will find more information here: SEO and SEM course of the Chamber of Commerce of Sabadell

See you on Thursday!

Find out what has been the most searched on Google in 2012

In late December Google released its Google Zeitgeist 2012. In this list you will see more searches have been made in Spain, sorted by subject.

Of these there is something to learn. I particularly like to see related searches "how to do... ". These searches give me ideas to create content or to redirect my projects.

This year for example, I see that among the top searches of this type is:

  • how to make cupcakes
  • how to make pancakes
  • how to bechamel

... For nothing ... to continue my recipe blog :-) (www.cuinadecasa.com)

But I see that the most sought is a "How it works Twitter"... Perhaps this search deserves an article ... (and I will think this weekend)

I have already talked about this marketing technique on other occasions, is the Content Marketing and it consists of creating content in order to attract visitors to our website. Obviously they must be related to ours (this is why I go in the recipe to make bechamel in the cooking blog and not on marketing), but ultimately is to stick with what content is the basis of Márqueting :

  • We define what kind of target audience we are headed.
  • Knowing what interests them and what not.
  • If we can cover you analyze any of your needs with our services (or if we can adapt one to cover your needs)
  • Run the service.
  • Then dedicate ourselves to retain and develop customer.

For all this, Google publishes the list each year can be of much use. So here is the link again: Google Zeitgeist 2012

I hope you will inspire.

Improve SEO results improve the results section of Google jeraquizados

Today we dedicate this article to how to improve the results of our SEO strategy to attract more visitors to our website, without even touching the site.

One of the things we can do is to improve the persuasiveness of our results when we appear already in first place. To do this, the first thing we should do is improve the texts of the hierarchical results (or "sitelinks" as Google calls them).

What are nested results or sitelinks?

When Google finds more than one result on the same website, first displays the most relevant and the other relevant pages from the same website are staggered below it in the form of two columns. These links are generated automatically.

How I can manage what appears in columns?

Change what appears in the two columns can be done from Google Webmasters. This requires registering as a webmaster of the website www.google.com/webmasters and once on the control panel of this tool, management will find the menu in the "Site Bindings" section.

From here we can tell Google what we do not want to appear using the "downgrade a URL". That is, if we see that between the site links is a URL we do not want to appear, we can indicate to Google Webmasters that lowers the position of that URL and make it disappear from the list of ranked results.

It would be much easier than Google allow us to indicate what we want to appear in this area ... but it can not be done. To get the pages we want to show, we degrade that Google selects itself.

What advantages does it have a good hierarchical results?

Above all, we can show in the results, and in the first position of Google, the most relevant information on our website. Find a correlation between the pages in this area and the most visited of our website (you will see looking at Google Analytics).

It is also an excellent way to convey a good first impression to our users.

Of course, if we have good statistics on Google Analytics (with well set goals), it is clear that a good strategy would be to select for this area pages we report conversions on the website.

I hope this information will be useful.

We talk to each other.

SEO course in the Chamber of Commerce of Terrassa

On Wednesday June 20 I have the pleasure of imparting SEO crash course in the Chamber of Commerce of Terrassa.

This course lasts 6 hours and is aimed at companies that want to improve their natural position on Google with solutions made by themselves.

In this SEO course see how search engines work, what variables affect the algorithm that sorts the search results, how we can improve the values ​​of these variables easily but effectively, how to know what words can we find opportunities for positioning and how 2.0 tools affect positioning.

For more information about this course, you will find here: http://www.cambraterrassa.es/ct/curs/453

See you on Wednesday.

Digital Marketing for Artisans in Tarragona

Marketing Digital per ArtesansFriday begin the conference "Activa’t" directed to artisans in the province of Tarragona and that aim to help this group to market their products through the network. They will be held on 21 and 28 October, in the morning, in Valls (Tarragona).

In the first session we will see how it should be a website to publicize handicrafts and techniques to attract visitors to the site (SEO, SEM, advertising, eMail Marketing, Public Relations blogs and press, and all the tools related to web 2.0 and social networks).

In the second session we will see how to convert visitors into business contacts or customers and how to measure results (persuasion, usability, reliable transmission, engines e-commerce, community building and web analytics).

The sessions are organized by the Tarragona Province and they are free. If you are interested in attending them, please contact the department as soon as possible with local development of the Provincial de Tarragona (desenvolupament.local@dipta.cat loss. 977 249 488).

See you there.