Tag: content

Posts tagged ‘content’

You’re Writing for Who?

  • by Lanex
  • May 19th, 2014

Content is king in the realm of internet marketing and if you don’t know who you are writing for you are in a world without sunlight. Going back to our previous post, like fish people feed off things that are fresh, colorful and appealing that is how you’re going to get the most bites (clicks).

Content needs to be fresh and relevant and then updated on a regular basis, your audience will notice stale content that has not been updated in years. Content building and consistency are ideal for your SEO [Search Engine Optimization] strategies.

The real question is how do you know who your target audience is and how do you reach them? Lanex suggests the following:

  • Market research to determine demographic information like age, gender, culture, race, income etc., although many businesses may know who their demographic is already but many are unsure.
  • Look at your previous customers, who are they, why do you think they chose you? , what have you done differently that others may not have?
  • The visual appeal of your website should be tailored to your audience and why they are coming to your site…what does your audience want to see? Why should they choose to view your site over hundreds of others?
  • Viewing your competitor’s websites and how they do things and understanding your industry is key in deciding how to create a website and content. Lanex can help assure that your new web site will be a content rich site that is appealing to your target audience. When you engage Lanex for your web site content and SEO strategies, we will research your competitors, keywords for your industry and find out how your business can surpass your competitors. The goal of this of course is allow your target audience to find your site quickly with their favorite search engine.

Lanex will provide you with guidance that will help you with your SEO and help to increase your page rankings through content development, link building, social media, blogging and more.

The First 5 Minutes: Establish a Relationship

  • by Lanex
  • December 4th, 2013

Congratulations again, your visitor has still not clicked the “Back Button”. This means that they have decided that you could, perhaps, maybe, be the organization to meet their need. You have not scared them away with a rundown web site and you seem to be a credible organization. However, the chance that they have landed on the exact page with the correct call to action about the exact product or service that they are seeking is small. Your ability to “set the hook” with this visitor now depends on the structure and organization of your site. Several factors contribute to your sites effectiveness in establishing a relationship with this visitor.

The first thing that your visitor will judge is how well the page layout and the content in the pages represent your product or service. Lanex will create visually appealing and effective page layouts. An effective page layout will be targeted to your audience, and the type of product or service you have. An audience of engineers will expect much different page content than will someone looking for an attorney to represent them. In one case it is all about capacity, dimensions, and features; in the other case it will be about personality and philosophy. Lanex’s expert design services account for this in the design process and are used to create page templates that are an excellent match for your needs.

The next thing that a visitor will take advantage of is the site structure. Your site will use one or more menus to facilitate the visitor’s journey as he or she explores your site. It is important to think in terms of the needs of your visitor, and not in terms of how your departments, for instance, are organized. This means that your will use your main menu area to make it easy to navigate quickly to the information your visitor is looking for. Site structure also includes footer and banner – areas that lead your visitor to explore, or inform them of new or unique items that they may not be aware of.

In many cases you may have more pages than can be comfortably navigated using a single menu. In this case, use tools such as site search tools and sub menus to help your visitor find what they are looking for. Provide direct links from pages to related content such as installation manuals, specifications, etc. that may be too cumbersome to show on each page.

Finally, make it easy to engage with your visitor. Provide easy-to-find contact information: where you are located, who they should contact. Provide your address and phone number on every page so they know that you are “real”. Provide appropriate inquiry forms, but give the visitor the option to provide the minimum information that you need to effectively connect your visitor to the correct person in your organization. Consider several forms that each routes to the correct person depending on needs.

We hope that you find the Lanex approach to effective website design as compelling as we do. We would like to talk to you about the ways we can serve you. Please contact us so we can help you meet your goals.

SEO: Staying Cutting Edge in a World of Change

  • by Lanex
  • May 4th, 2013

Understanding current trends and knowing when to follow these trends is a crucial part of any marketing effort. In the internet world SEO has become not only a trend but a necessity. Google is constantly changing its algorithm, the mathematical formula used to calculate search engine ranking, and it’s almost impossible to know their exact formula. Subsequently, we must attack the matter of optimization strategically.

One must first recognize that the element of optimization is composed of multiple facets. Some of these facets include:

  •  Content Content CONTENT – Not everyone may consider themselves to be a ‘writer’. However, this is an essential element when considering your success in search engine ranking, so if you’re not into writing, pass it onto a colleague or hire someone to do it for you. In this case, the premise that ‘more is better’, absolutely applies to your success – with the understanding that your content MUST be relevant and contain keywords related to your product or business.
  • Meta Tags – Search Engines will use these ‘properly named’ tags to categorize your site. These will not boost your search engine ranking, but appropriate categorization is vital.
  • Submission of a Site Map – This is something you should do, no matter the size of your site. This will ensure that Google or other search engines know of all your pages.
  • Image Labeling – Use ALT tags to label your images. This will assist in directing traffic, related to your keywords within the tag, to your site.
  • Page Titles – This is quite possibly the simplest of notions when it comes to SEO. Labeling your pages correctly will give search engines a broad overview of what each page is about. Essentially, consider your website as an outline, page titles being your categories, meta-tags being your subtitles and your content being your central message.

Although there is still some debate as to what is actually accounted for by Google in terms of optimization, it is generally accepted that these key elements are specifically related to their algorithm. If you are working with a marketing organization or a freelancer to assist you in the optimization of your website, it is important they understand the crucial elements of an all-encompassing Search Engine Optimization campaign.

Happy Optimizing!