You may have heard about the customer journey, now before a purchase happens, each interaction with a brand during a customer journey is called a touchpoint. Customer Touchpoints are important to monitor because they reveal the kinds of decisions customers are making during their customer journey to purchase your product or service. Touchpoints occur when a customer engages with your website or mobile app. But they also include customer interactions on all media channels before a customer discovers your website. This reading explains how to classify touchpoints for media channels, and how to use these touchpoints to learn more about your customers.
As a digital marketer, being inclusive is an essential part of making deeper connections with your customers. Inclusive marketing is the practice of improving representation and belonging within the marketing and advertising materials that an organization creates. In this reading, you’ll discover why inclusive marketing is important and how a company can make inclusion part of their marketing and advertising strategies.
Why inclusive marketing mattersIn digital marketing, the creative choices a company makes can impact how people view themselves and how they view other people. Sometimes marketing campaigns (especially those that are older or more traditional) can reinforce stereotypes and leave out the perspectives of underrepresented groups of people. Inclusive marketing, on the other hand, seeks to represent a variety of perspectives, particularly those that have been marginalized in the past. If a company focuses its marketing exclusively on a specific age group, gender, ethnicity, or other identity traits, they’re likely missing out on reaching potential customers. By approaching marketing decisions with a focus on inclusion, a company can positively and authentically market to the diversity that exists in their audience, and the world.
Making inclusive choices and avoiding stereotypesDigital marketing requires getting to know your audience in a deeper way. With inclusive marketing, you can take this a step further by seeking to understand how parts of your target audience have been excluded, stereotyped, or misrepresented in the past. Sometimes you might unintentionally overlook certain aspects of diversity, even if you remember to consider others. Here is a list of some identity traits that are helpful to keep in mind when you’re creating marketing or advertising materials for the people you’re trying to reach:
- Socioeconomic status
- Sexual orientation
- Geographic location
- Political perspective
- Military status
- Languages spoken
Key takeawaysWhether you’re developing marketing goals, researching your target audience, planning a marketing campaign, or analyzing data, keep in mind the principles of inclusive marketing. Maintaining a broader perspective of your audience will help you establish a deeper connection with your customers.
Resources for more informationYou can learn more by reading the inclusive marketing guidelines and principles provided by Google.
- Google Inclusive Marketing: Find tools and resources for inclusive marketing.
Succeeding on your Facebook business pageIn order to achieve success on your Facebook business page, you need an engaged community. Without it, no one will see or read your content, making it difficult to build brand awareness and deliver ROI. New social networks crop up all the time, generating buzz and excitement among businesses and tech media, but Facebook remains the giant, with has 2.80 billion monthly active users. To keep up with changing needs and trends, Facebook continues to evolve, introducing new features and functionality for users and advertisers. If you are unable to keep up, you could miss out on potential customers. However, it’s not just about the quantity of Facebook Likes, it’s about the quality. You need to attract the right audience and engage them in ways that align with your business goals. Here is the latest checklist to ensure you have enough quality likes and following on your Facebook business page.
Optimize your Facebook Page Information
Post engaging content
Make your Facebook business page easy to find
Know when to post content on your Facebook page
Posts on your Facebook page should be kept short and concise
Invite your existing community
Use Facebook Ads to reach more people
Run competitions, or promotions on your Facebook page
Use social media monitoring to measure, analyze, and learn
What is an alt tag?An alt tag or “alt attribute” is an HTML attribute applied to an image tag that describes the function of an image on a page. Applying images to an alt tag such as a product photo can positively impact an eCommerce store’s search engine rankings.
What role do alt tags play?
- Its primary purpose is to describe images to visitors who are unable to see them using screen readers and browsers that block images.
- Visually impaired users using screen readers read alt attributes to better understand an on-page image. Including alt text with your images ensures all users, regardless of visual ability, can appreciate the content on your site.
- Alt text will be displayed in place of an image if an image file cannot be loaded.
- Alt text provides better image context/descriptions to search engine crawlers, contributing to how the page is indexed and where it ranks.
Optimal Alt Text FormatThe best format for alt text is sufficiently descriptive but doesn’t contain any spammy attempts at keyword stuffing. If you can close your eyes, have someone read the alt text to you, and imagine a reasonably accurate version of the image, you’re on the right track. Let’s look at this example of alt text for this image of a delicious bowl of jollof rice: Okay: <img src=”rice.png” alt=”Jollof”> This alt text is only “okay” because it’s not very descriptive. Yes, this is an image of a plate of Jollof. But, there’s more to be said about this image. Good: <img src=”rice.png” alt=”A plate of delicious jollof rice with loaded meat and salad”> This alt text is a better alternative because it is far more descriptive of what’s in the image. This isn’t just a rice plate of “Jollof” (as the first alt text example demonstrated); it’s a plate of delicious jollof rice with loaded meat and salad.
Where is an alt tag located?Alt text is contained within the image tag: <img src=”myimage.png” alt=”nike_air_zoom” />.
- Keep product image optimised for site speed and use the same keyword as the product page itself.
- Keep it (relatively) short. The most popular screen readers cut off alt text at around 125 characters, so it’s advisable to keep it to that character count or less.
- Refrain from keyword stuffing. You’ll be in trouble with Google if you use your alt text as an opportunity to stuff as many relevant keywords as you can think of into it. Find the best keywords to use here.
- Don’t prioritize alt tags over SEO deliverables such as titles, inter-linking, and meta descriptions. Alt tags should only be prioritized for image-heavy pages that are very light on text.
- Describe the image as specifically as possible. If an image truly doesn’t convey any value, it should live within the CSS, not HTML.
- Alt text provides you with another opportunity to include your target keyword on a page. Thus, an opportunity to signal to search engines that your page is highly relevant to a particular search query. While your first priority should be describing and providing context to the image, include your keyword in the alt text of at least one image.
- Don’t include “image of,” “picture of,” etc. in your alt text. It’s already assumed your alt text is referring to an image, so there’s no need to specify it.
- Don’t neglect form buttons. If a form on your website uses an image as its “submit” button, give it an alt attribute.
Why is a favicon important for your brand?Favicons attract user attention and boost brand awareness. If users visit a website with a memorable favicon a couple of times, they will then easily distinguish it from others in the future. Think about a famous brand you interact with daily—like Facebook or Instagram—you should be able to easily picture its favicon with your eyes closed. Again, If you‘re like me and tend to keep dozens of tabs open simultaneously—ultimately being unable to read their names—favicons are your best friends that make finding the website you need much easier. The favicons for Facebook and Twitter have look exactly like their respective logos. So, does it mean that all you need is to minimize your logo image and upload it onto your website? Let’s dive deep into all the technical details and talk about what it takes to create a favicon.
What type of image is a favicon?Although most modern browsers will recognize PNG, GIF, and JPG formats for favicons, Internet Explorer currently does not. It is recommended to use the Microsoft ICO format, which works in all browsers.
What size should your favicon be?Another good reason to use the ICO format is that it can contain multiple favicons of different sizes in one ICO file. It is best to have, at minimum, a 16×16 pixel version. I usually include 32×32 and 48×48 versions as well. That way, if users drag the bookmark to their desktop they will see a nicely scaled version of the icon instead of the 16×16 version stretched out. Google recommends going with the largest possible resolution of 192×192. At the moment, Google simply stretches existing low-resolution favicons when a bigger size is required. As a result, all of the images look blurry and take away from the user experience.
General tips to considerSo, if you don’t want to lose out on clicks, consider “upgrading” your site’s favicon. And here are some general guidelines you should stick to:
- Use a square icon.
- A favicon should represent only your brand and not contain inappropriate symbols (like swastikas) — otherwise, Google will not show it and will use the generic symbol instead.
- Favicon file should be accessible to Google crawlers.
How to create a faviconAlthough there are many ways to create favicons, the easiest is to use an online tool. Use an existing image of, for example, your logo and upload it to an online generator like a site heaalth checker. Once you download the generated favicon, all that’s left is to add it to your site.
How to link to your faviconNow that you’ve created a nice little favicon, you need to tell web browsers and other applications where to find it. Adding this line to the <head> section of your HTML will ensure that your favicon will be found: The location of the favicon isn’t really important, as long as the href attribute is accurate. Most are, however, placed in the root directory (the directory that contains the homepage). Keep in mind that it is not necessary to have multiple instances of the same favicon on one website. If you add a favicon without linking to it within your HTML, you may notice that some browsers will still find and display it. This only occurs if the favicon is in the root directory. It isn’t good to rely on this method, so if you want to make sure that applications will see your favicon, <link> to it!
ConclusionFavicons help websites stay afloat in the vast ocean of online resources, plus make them more attractive and professional in the eyes of the visitors. If you need any help with yours, turn to our website audit for help. Among other things, it can run a full technical check-up for your website that includes finding your favicon. Well, your favicon is a very small detail that can affect the public perception of your site and brand, their recognition and even the volume of traffic it gets from search, so don’t underestimate it. It’s worth every second that you invest in it.
Writing the perfect meta descriptionIf you have already audited your website and have walked here to understand how meta-description works, I’m here to help remove that confusion. This article will cover everything you need to know about the basics of meta- descriptions and what makes a perfect one. You’ll also learn why your site’s meta descriptions are so important, as well as the best length for your meta descriptions (especially taking into account Google’s changing policies) and some great meta description examples.
What is a meta tag?A meta tag is an HTML element that provides information about a webpage for search engines and website visitors. Two elements must be placed as tags in the <head> section of an HTML document. These elements are:
- Title tag
- Meta description
What is a meta description?The meta description is the short paragraph of text placed in the HTML of a webpage that describes its content. This is also known as a snippet. The meta description appears under your page’s URL in Google’s organic search results. The meta description will often appear when people share your articles across other websites and social channels.
Where is meta description added?You can add a meta description in the <head> section of your site’s HTML. It should look something like this: <head> <meta name=”description” content=”Here is a precise description of my awesome webpage.”> </head> Here are examples: If you use an SEO plug-in, that comes with a content management system, you can add a meta description to the ‘meta description’ section, and you can preview an example of how it will look in search engine results pages (SERPs):
Why is the meta description important?Since meta descriptions appear with your title and URL on the results pages, they have the power to influence the decision of the searcher as to whether they want to click through on your content from search results or not. The more descriptive, attractive, and relevant the description, the more likely someone will click through. Research has shown that having your content focus keyword in the meta is a relevant signal for search engines to discover you.
How to write a perfect meta description?A great meta-description will compel the reader to visit your website and read more. Here’s an example of what it usually looks like.
1. KeywordsDo make sure your most important keywords for the webpage show up in the meta description. Often search engines will highlight it in bold as a clue to where it finds the searcher’s query in your snippet.
2. Write legible, readable copyThis is essential. Keyword stuffing your meta description is bad and it doesn’t help the searcher, as well as robots, discover you well. They’ll assume your result leads to a spam or phishing website, so make sure your description reads like a normal, human-written sentence.
3. Treat it as an advert for your web pageMake it as compelling and as relevant as possible. The description MUST! match the content on the page, but you should also make it as appealing as possible. That is what we call SEO copywriting.
4. LengthGoogle cuts off the displayed description tag at about 150 characters but may index up to 185 characters. Other engines may index up to 250 characters, but will still only display about 150. Therefore, try to say what you’ve got to say in 150 characters or less, but feel free to use up to 180, and even up to 250 if you’re not concerned with the entire thing getting indexed by all the search engines. Aim for about 1-2 sentences (140-160 characters) long
5. KeyphraseUse your primary keyphrase at the beginning of your description tag, giving it higher “keyword prominence”. Don’t overuse your keyphrase though, or it can be considered “webspam”. Higher than zero keyword prominence is good, but higher still is not always better.
6. Use natural-sounding languageUse proper grammar, and try to peak interest in the subject. Also, consider making an actual “offer” in your description tag. Remember, you want the reader to click your ad, but not just to record impression. Now let me ask you? how many times have you skipped over a search result because the two lines of text you see (the description tag) in the SERPS looked gibberish?
7. Do not duplicate meta descriptionsAs with title tags, the meta descriptions must be written differently for every page. Google may penalize websites that indulge in mass duplicating of meta descriptions.
Examples of good meta descriptionsSince you only have 160 characters to work with, writing a great meta description takes more than just throwing a few words together. To help you get your creative juices flowing, here are some examples for your inspiration.
Helpful online tool for checking your meta descriptionsBelow is a helpful tool that you can use to test your meta descriptions as you write them. SEO Analyzer— This tool analyses the health of a website. It will provide you with a list of issues that makes it easy to see where exactly a website is struggling, including missing and duplicate meta descriptions:
ConclusionRemember, the primary reason for a perfect description tag is NOT so you can rank higher, (since Google, for example, is currently not using the description tag in their algorithm). The primary reason for a good description is to compel the reader to click on you, instead of the competitor.
What are heading tags (H1)?Have you ever wondered what heading tags (H1) are? If you’ve thought about either of these questions, this article is meant to teach you all about using the h1 tag to improve your onsite SEO. Heading tags (H1) are pieces of HTML code that allow you to make certain words stand out on a page. Content must be useful and unique to attract your target audience. But if it’s not visible, people will not know about your compelling, informative content. Thus, before you can have your audience’s eyes, search engines must see your content. To attract search engines, you need to think about your heading tags (H1). To understand how headings work on a web page, let’s consider a writeup in a Microsoft word document. The title of the article is usually bigger and more pronounced than other words. It may be bold, coloured, or have some other format quality that makes it stand out. Whatever the case, this allows you to scan a word document and pick out the sections you want to read. They differentiate the heading <h1> and sub-headings <h2> to <h6> from the rest of the content. The number from 1 to 6 determines the importance and the position a heading has in the overall hierarchy of the heading structure. Header tags and H tags are some other ways to describe the same thing.
Why are heading tags (H1) important?An H1 tag is critical. The heading acts as an information guide for the search engine bots. It makes certain words stand out, which allows readers of your website to see what the page is about immediately, and determine whether or not they want to read it. It also helps tell search engines what your page is about, and when used in conjunction with the page title, meta description, keywords and keyword-targeted content, it helps improve your search engine ranking. Search engines generally give this tag more weight over other headings.
Heading tags (H1) SEO tips
- Always include an H1 tag.
- Use only one per page.
- Include the primary keyword for your content.
- Avoid populating the tag with too many keywords.
- Ensure that your target audience can easily read the H1 tag.
- Use up to 70 characters in the tag length.
- Make the tag unique.
What about H2, H3, H4, etc?Whereas your H1 tag is used for your document’s main heading; Your main points are wrapped in subheadings known as H2s. In other words: A <h2> tag defines the second-level headings in your webpage. But, heading tags don’t stop at H2s. Sub-points below your <h2> tags use <h3> heading tags Sub-points below your <h3> tags use <h4> heading tags Sub-points below your <h4> tags use <h5> heading tags Sub-points below your <h5> tags use <h6> heading tags H4, H5, and H6 tags are used less frequently. They are useful for breaking up content in long reads. But be careful about using too many H tags, as that could be interpreted as spammy and decrease the value of all the headings in the eyes of search engines. Google treats such content as less informative.
SEO tips for your headings
- Write a brief, well-articulated H2 through H6 tags.
- Do not use other tags within your H tags.
- Don’t use links in heading tags unless you want to take readers away from your content.
ConclusionTo make your content effective and actionable, heading tags optimization is vital. In short, make sure to: Use one <h1> tag. Don’t forget about hierarchy <h1> through <h6>. Apply keywords within headings based on their search volume. Keep headings brief and to the point. Don’t overuse H tags. Clear styles and format headings within the CMS to avoid unexpected/extra symbols within the tags. Do you have additional tips for creating SEO-friendly headings that convert and meet the target audience? Please share them in the comments below.
Defining title tags rightly is very crucial for your business. The title tags in SEO are the title of your document to your most important types of readers; people and robots. The page title is used by search engine algorithms to decide the order when listing pages in search results. Title tags are shown in the browser’s title bar or in the page’s tab and are the most prominent and noticeable part of a SERP result. The contents of a page title are very important for search engine optimization (SEO). People need to know what they can expect to find on your page when they click the link.
What are Title Tags?The <title> tag defines the title of the document. Your title tag is the “headline” that people will see in the search results. It’s also one of the primary factors for the search engines in determining your ranking for a given search phrase, although that’s declining in importance. In the HTML code of your web page, they should appear as: <head> <title> Your Title Goes Here </title> </head> These titles can appear in:
- Search engine results
- Social media posts
- Unfurled chat messages
- Browser tabs
Why are title tags important?Defining title tags are important because they let readers know what information will be present when a user clicks on a page. They also function to determine the relevancy of the web page as a result of a search query. If your title tags do not appeal to Google, then they may change it to better suit their/user needs. If this happens, you can bet it most likely won’t be to your liking.
Tips to defining your title tagsHere are some tips and best practices to ensure your title tags are optimized for crawlers and readers alike.
- Stay away from all capital letters in your title tag as they’ll use up more character space than lower case letters will and like emails, it is considered improper. Instead of the title, “BEST SELLING SHOE SHOPS IN GHANA” use “Best Selling Shoe Shops In Ghana”.
- Search engines will display about 50-60 characters of the title, so try not to have titles longer than that. Keep your titles shorter. This makes for a nice headline for the SERPS and prevents the title from being cut off in the mid-sentence. Google has not specifically come out and said that title tags should be this length; however, if your title is longer than 60 characters, you risk the chance of it becoming cut off in the middle.
- Avoid stop words in your title tags such as A, And, But, So, On, Or, The, Was, With, etc. Sometimes it might not seem impossible to have a title tag without stop words, but if you try different combinations of the same title, you can find them.
- Write the title in plain English, using proper grammar, make it easily readable, and not just stuff a jumble of keywords in there. As a headline, it should captivate the reader’s attention and motivate them to click. What do you think is more effective to draw in a customer” “SEO Ghana – Evans Stevens” or “SEO Ghana – Secrets to Boosting Your Online Presence”?
- Put in your most relevant and desired keywords you want to be ranked in the title, but don’t overdo it. Google can easily recognize keyword stuffing and may change the title of your web page if it feels you’re just throwing different variations of a keyword into it.
- Having action words in your title tags can help entice users to click through. Some examples of action words often used in titles are: Get, Take, Boost, Learn, Make.
- Try to feature your brand at the end of the title if there’s space. If not, shorten your page title and make space. Having your brand featured can further convince users that the web page is reputable, trustworthy, and has solid information. By using your company name in the title tag, you’re possibly also wasting space that could otherwise be used for a secondary persuasive keyword or phrase. What do you want here? New customers or bragging rights? You decide!