"Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance"
As presented by Rob Garner, Director, Strategy for iCrossing on Wednesday, January 27, 2010 at the ANA Digital Marketing and Social Media Day in Houston, TX.
This is basically for those who want to learn Search Engine Optimization (SEO). and also for those marketers , business owners, entrepreneurs who want know about SEO.
in this ppt you get details about search engine optimization and some optimization of http://exclusivestoke.com and this ppt is created by Manish kumar
7thingsmedia's Founder & CEO , Chris Bishop, presented an intimate introduction into search engine optimization (SEO). Bishop took the group through the basics of how the various search engines work, how to efficiently rank in them and the key on page and off page ranking factors. Plus an Google Panda and Google Penguin update.
Designing Web Sites for SEO Visibility, by iCrossing's Rob Garner for SEMPORob Garner
Extensive 101 of SEO considerations in a web site redesign. Includes both technical, creative, and organizational considerations required to get the job done. Over 60 slides.
This is basically for those who want to learn Search Engine Optimization (SEO). and also for those marketers , business owners, entrepreneurs who want know about SEO.
in this ppt you get details about search engine optimization and some optimization of http://exclusivestoke.com and this ppt is created by Manish kumar
7thingsmedia's Founder & CEO , Chris Bishop, presented an intimate introduction into search engine optimization (SEO). Bishop took the group through the basics of how the various search engines work, how to efficiently rank in them and the key on page and off page ranking factors. Plus an Google Panda and Google Penguin update.
Designing Web Sites for SEO Visibility, by iCrossing's Rob Garner for SEMPORob Garner
Extensive 101 of SEO considerations in a web site redesign. Includes both technical, creative, and organizational considerations required to get the job done. Over 60 slides.
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
Ethical Search Engine Optimization | White Hat SEO Tips and TechniquesNathan Ketsdever
Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.
Search engine optimization - SEO is the process of improving the volume or quality of traffic to your web site from search engines such as Google, Yahoo, MSN etc. via "organic" or un-paid search results.
This was presented at the American Academy of Ophthalmology meeting by Randall Wong, M.D.
These are the fundamental components every website should have to maximize their search engine optimization.
Search engine optimization, or SEO, is the technique of translating the text files, or content, of your website into meaningful words and phrases so the search engines can understand your content.
SEO takes your content and tells the search engines how and what to rank your webpage.
There are many variables or components of SEO. Here are my favorite ways to maximize my SEO.
Enjoy!
Thanks for visiting.
Randy
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search
Read all SEO Tips Shared by Matt Cutts in this PPT.
What is organic SEO? And how does organic SEO work?
Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs).
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialDeep Mehta
This is a complete training module on SEO. Learn about SEO from the basics to advanced stages using this presentation. This SEO training course will help you to keep up to speed with the most widely used digital marketing technique - Search Engine Optimization. This SEO course is published online for beginners as well as experts.
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
#565 WebSite 101: 3 Steps to Creating Your First WebsiteRandall Wong, M.D.
Three basic steps to starting any website include choosing a URL, selecting hosting and then a content management system.
At each step there are SEO considerations which must help you get your website ranked.
This course was taught at the American Academy of Ophthalmology, Chicago, 2012.
Enjoy!
You’ve put all that work into your church website—why aren’t people visiting? Today’s search engines are programmed to think like a searcher would think, so there is no silver bullet for showing up in the top of the results in Google. However, there are a number of best practices that anyone can follow to give your site a better chance at showing up toward the top.
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
Ethical Search Engine Optimization | White Hat SEO Tips and TechniquesNathan Ketsdever
Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.
Search engine optimization - SEO is the process of improving the volume or quality of traffic to your web site from search engines such as Google, Yahoo, MSN etc. via "organic" or un-paid search results.
This was presented at the American Academy of Ophthalmology meeting by Randall Wong, M.D.
These are the fundamental components every website should have to maximize their search engine optimization.
Search engine optimization, or SEO, is the technique of translating the text files, or content, of your website into meaningful words and phrases so the search engines can understand your content.
SEO takes your content and tells the search engines how and what to rank your webpage.
There are many variables or components of SEO. Here are my favorite ways to maximize my SEO.
Enjoy!
Thanks for visiting.
Randy
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search
Read all SEO Tips Shared by Matt Cutts in this PPT.
What is organic SEO? And how does organic SEO work?
Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs).
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialDeep Mehta
This is a complete training module on SEO. Learn about SEO from the basics to advanced stages using this presentation. This SEO training course will help you to keep up to speed with the most widely used digital marketing technique - Search Engine Optimization. This SEO course is published online for beginners as well as experts.
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
#565 WebSite 101: 3 Steps to Creating Your First WebsiteRandall Wong, M.D.
Three basic steps to starting any website include choosing a URL, selecting hosting and then a content management system.
At each step there are SEO considerations which must help you get your website ranked.
This course was taught at the American Academy of Ophthalmology, Chicago, 2012.
Enjoy!
You’ve put all that work into your church website—why aren’t people visiting? Today’s search engines are programmed to think like a searcher would think, so there is no silver bullet for showing up in the top of the results in Google. However, there are a number of best practices that anyone can follow to give your site a better chance at showing up toward the top.
Do you really understand what happens to your students' careers after they graduate? Find out about how Path 101 can help. Contact Charlie O'Donnell at charlie@path101.com.
Elevate your website's performance with our Ultimate SEO Checklist 2023, featuring 42 expert tips for optimizing your online presence. Stay ahead of the curve and boost your rankings with proven strategies. Unlock the potential of SEO for a successful digital journey.
Stay ahead in the digital landscape with the Ultimate SEO Checklist 2023. Elevate your online presence and boost your website's search engine rankings using the latest strategies and best practices. From on-page optimization to technical tweaks, this comprehensive checklist is your guide to achieving SEO success in the ever-evolving online world.
Ultimate SEO Checklist 2023: 42 Tips To Optimize Your WebsiteWebTechify
Elevate your website's performance with our Ultimate SEO Checklist 2023, featuring 42 expert tips for optimizing your online presence. Stay ahead of the curve and boost your rankings with proven strategies. Unlock the potential of SEO for a successful digital journey.
Read More - https://reliqus.com/ultimate-seo-checklist-for-beginner/
[DevDay 2017] Using analytics, focusing on SEO and unability - Keys to develo...DevDay.org
Competition for customers time and money is high and growing, especially in local and regional markets. Developers need to do more than just deliver functionality and good code. They must work with others on their teams to develop sites and apps with an eye on actual user data from Analytics, SEO research, and usability. We will talk about how a developer or a team can get into such a mindset.
Unleashing the Power of SEO: Essential Tips for Business SuccessThe Unplugged Web
At The Unplugged Web, we recognize the significance of SEO in achieving online success. Let's delve into essential SEO tips that every business should incorporate into its digital strategy. Web: https://theunpluggedweb.com/seo-services/
http://www.pointit.com - This presentation gives an overview of SEO fundamentals. You'll learn the definition of SEO, crucial factors in SEO, and where to start your SEO project.
An intro into SEO conducted in Saudi Arabia by Lee Mancini. Get insights into how SEO is a major part of any online marketing strategy. Learn some of the strategy and get real hands on tips and tricks which will greatly improve your ability to make your website rank in search engines and become an SEO Super Hero and beat up your competition.
Similar to iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media Day (20)
Improv Your Content with Comedy - Using the principles of comedy to improve y...iCrossing
This presentation was delivered by Bill Connolly, iCrossing's Content Marketing Manager and resident comedian at the Content Marketing Conference in Las Vegas, May 2015.
Constructive Collaboration - How Agency and Procurement Leaders Can Collabora...iCrossing
iCrossing’s Dave Johnson spoke at the ProcureCon for Digital and Marketing Services Conference in San Antonio, TX on November 12, 2014 on “Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success”.
The last 12 months in display advertisingiCrossing
Sam Fenton-Elstone opened Display Day 2014 with this intro which includes results from our client survey and an update on the last 12 months in display advertising.
Audience-Based Search Targeting: How Google RLSA Can Work for Your BrandiCrossing
In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an audience-based, content-driven, “always on” approach to reaching the right people, with the right message at the right moment.
Note: A video recording of the webinar is available on the Direct Marketing Association website: https://attendee.gotowebinar.com/g2wattendee/recording/3312336312168438530
Visit Wales #blogwales. Joining search, social and content togetheriCrossing
iCrossing's Travel Editor, Jeremy Head, explains how we worked with Visit Wales to raise awareness of the cultural and natural highlights of five key cities and towns in Wales among their target demographics - more mature couples, families and independent travellers. Check out the presentation from the 2013 World Travel Market to find out more...
What is the value of content marketing? How do you know if you are publishing the right type of content? iCrossing's Karen Pate and Terry Sheehan shared insights on how to measure the effectiveness of a content marketing program at the DMA 2013 Conference on October 15, 2013.
How marketing can dominate natural search iCrossing
Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point?
This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.
Questions:
1. Why are marketing and natural search on a collision course?
2. How do I marshal ATL and BTL marketing to dominate natural search?
3. What is Google seeing when it looks at my website?
4. How do I influence my agency's behaviours to achieve natural search dominance?
5. What are the quick wins my marketing can do to move up search rankings?
Location-Based Marketing on Facebook - An iCrossing and west elm webinariCrossing
In this webinar, iCrossing and west elm explored how marketers can leverage Facebook’s location-based marketing tools to drive meaningful engagement with consumers. Hear from iCrossing's head of social media, Amanda Peters, and associate director of social strategy, Ashmi Elizabeth Dang, and west elm's Jake Lemkowitz, associate manager of social media and digital content, to learn how brands can connect with consumers at the local level through a more targeted approach.
Find out more at www.icrossing.com and be sure to check out west elm's local Facebook strategy in practice at http://www.facebook.com/westelm.
*audio coming soon
The Next Round and the Last Call: Creating Connectedness with Lifestyle and P...iCrossing
Few brands stir as much passion and connection as spirits brands. These brands evoke memories, prompt good times, and live in moments of connection, and they have for hundreds of years. Today, the biggest and most compelling advances in technology are falling directly into the world of spirits brands, as people become more connected to information, content, and (most importantly) one another. This session will explore how successful spirits brands like Jim Beam and Maker's Mark are using digital to build connected brands -- or closer relationships with their audiences. This session explored: The last call: What are some of the marketing methods that brands need to move away from? The next round: How are innovators using digital to build connected brands? What mix of strategy, technology, and media is correct? For more information please visit www.icrossing.com.
Let Me Tell You a Visual Story - iCrossingiCrossing
If you don't have a visual storytelling strategy, then you don't have a storytelling strategy. We now live in an era when visual stories generate more engagement and reach than written content. In "Let Me Tell You a Visual Story," iCrossing's David Deal shares how a visual storytelling strategy has helped iCrossing improve engagement, reach, and visibility in the digital world. His presentation focuses on how iCrossing, a business-to-business brand, shares its culture through visual stories.
Building a Global Brand in the Digital AgeiCrossing
Building a connected brand at a global level means a lot more than planting your corporate flag all over the globe. On May 15, iCrossing’s Vice President of Search Strategy, Doug Platts, and Lionbridge’s Global Marketing Strategist, Emma Durant, presented on the key components of building a global brand. For instance, your local SEO strategy is based on understanding the nuances of how people search and customizing your content to their behaviors. When expanding this concept globally, you must account for language barriers and cultural differences. Find out more at www.icrossing.com.
Your big data audience insight big data show 24 apr 2013iCrossing
Presentation from the Big Data Show 2013 by iCrossing’s Data Strategist, Sam Zindel, on how Big Data can be used to provide consumer insight and brand loyalty.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
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1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
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Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
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PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
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- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
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We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
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Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
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The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
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• How to get started with SAP Fiori today
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• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
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Elizabeth Buie - Older adults: Are we really designing for our future selves?
iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media Day
1. Designing for Visibility ANA Digital Marketing and Social Media Day January 27, 2010 Hope Ross Account Director iCrossing Rob Garner Strategy Director iCrossing
7. Awards and Accolades Top Digital Agency Top Search Agency Top 25 Interactive Fastest Growing Companies Top 25 Interactive Number One Search Agency Search Agency of the Year
13. Ensure that Ajax is both crawlable and indexable Factor: AJAX, or Asynchronous JavaScript and XML, is a web development technique used to load content from a server without changing pages. AJAX relies heavily on JavaScript to display and swap content. Implications: Search engine spiders generally cannot read AJAX content. Implementation could block content visibility to spiders. Best practice/Action required: Use AJAX selectively, primarily for supplemental content associated with low search volumes. Alternative Practices: Create a static, spider friendly version of your site that includes content from within your JavaScript.
14. Use site language that is consistent with the user's perception of your product or service Industry Language Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid’s toothbrush Professional whitening system 148 5,232 10 190 5,155 190 5,075 145 592 670 17,407 Search Volume per month Consumer Language Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system 188,818 74,588 29,525 24,558 24,558 17,670 146,212 16,522 835 6,205 529,491
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21. Use search data and ask search questions when developing personas
28. The process: envision Develop User Experience Strategy Brief Conduct keyword research Conduct user research Interview 5 – 7 stakeholders including UK representative Gather existing & new research data / define hosting needs Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment
29. The process: elaborate Establish hosting environment Develop visual design Create site map and wireframes Develop creative concept Baseline search metrics Create copy deck Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment Develop test strategy
30. The process: execute Ongoing measurement and optimization Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment Deploy Interest2Action Deploy new site Execute QA tests
33. Personas & journeys Identified Primary and Secondary Personas : collaborative exercises produced four primary and one secondary persona Developed Journeys for Each : online and off-line interaction points, primarily preceding enrollment Prioritized Content and Features: established a hierarchy of requirements based on customer value, business value and development complexity/cost
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37. What did we do? We interviewed 12 Combined internal Stakeholders, performed a competitive review of 5 different sites, and leveraged dozens of research and data sources.
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39. Methodology - how we approached the challenge 5. Keywords are classified/structured into relevant categories based upon criteria E X T E N D Seed Concepts Generate Keywords C A T E G O R I Z E Calculate Volumes R E S E A R C H Analyze Findings A N A L Y Z E S T R U C T U R E Classify Keywords 1. Seed concepts are established upon business needs and requirements 2. Keyword lists are generated through various extensions of seed concepts 3. Keywords are analyzed and annual search volumes are calculated 4. Search universe is analyzed. Criteria is established to define nomenclature patterns Identify Patterns 6. Dissect the keywords and findings to determine any unique/emerging patterns I D E N T I F Y Find Solutions 7. Formulate recommendations based upon findings mapped to business needs R E C O M M E N D
40. Category Breakdown Type 767 Searches Detail 2,003 Searches Geography 841Searches General 1,009 Searches General 6,498 Searches All Categories 24,512 Estimated Searches Supplemental Insurance 7,369 Estimated Searches Government 2,249 Searches Brand 536 Searches Type 2,354 Searches Disability Insurance 11,998 Estimated Searches Product keywords were used to generate a list of 349 search terms related to Combined Insurance’s business *Note- The total of the classification search volumes is higher than total category search volume due to the overlap of terms between classifications. **Sub-categories shown have estimated search volumes > 100 Information 730 Searches Gap Insurance 4,038 Estimated Searches Disability Income 846 Estimated Searches Type 722 Searches Type 217 Searches General 1,660 Searches Who? 818 Searches Loss of Income 148 Estimated Searches Information 219 Searches General 191 Searches Who? 369 Searches Brand 313 Searches Information 322 Searches Organization 191 Searches Who? 170 Searches Action 121 Searches Government 213 Searches Why? 152 Searches Geography 113 Searches Detail 122 Searches Who? 104 Searches Low Income 113 Estimated Searches
46. A creative solution: one brand supporting many user intentions, including search engine traffic Where search intention is met with relevant answers: High ranking pages get straight to the heart of what searchers are seeking Findability is a usability issue: Both new visitors and existing customers can find what they are looking for, faster Delivering on the search “promise”: Multiple points of entry create a relevant and engaging experience
47. Search drives the experience Interest: Supplemental Insurance Interest: Supplemental Health Insurance Specific branding and content Multiple points of entry reflect the expressed intent of a users’ search
54. Ranking visibility – before and after Ranking visibility, old site Ranking visibility, new site
55.
56. THANK YOU ANA Digital Marketing and Social Media Day January 27, 2010 Hope Ross Account Director iCrossing [email_address] Rob Garner Strategy Director iCrossing [email_address]
Editor's Notes
you need to know where you were to find out where you went.
Rich Internet technologies that are implemented without search engines in mind can instantly render a once-thriving natural search program into total obscurity. Flash and Ajax are key tools in the design and development toolbox, but considerations must be made for search upfront.
For the most part, search engines are still very literal, and truly effective semantic intelligence still lies far ahead. Position content and language that reflects the way users search, in order to rank for those terms. The path to understanding this language is through linguistic and keyword research, and also by studying and knowing your target. Language and keywords impact and guide information architecture and content strategies, among other aspects.
When you change phone numbers, the phone company will leave a recorded message telling the new number to the person who called your old number. This is the effect a 301 permanent redirect has on a search engine -- it applies the old URL and backlinks to the new URL; the search engine is happy, and your site is happy. A canonicalization problem occurs when 302 redirects are pointed to permanently moved pages. I have seen instances where clients have gone through four or five redesigns using 302s, and a string of six-to-eight redirects points to a single page, each with its own set of inbound links. This basically makes it difficult for engines to determine the "real URL" to show in results and apply backlinks to. How do you fix it? See the next point.
Search has expanded well beyond Web pages and 10 blue links to offer video images, news and social streams, among many other vertical asset types. Many industries tend to have assets that are more relevant than others (images, maps, and video tend to fit more for travel-related sites, for instance). Ensuring that there is a search strategy and place for these optimized assets is critical in the planning and design stages.
Develop your target user's search persona, and use search to develop a picture of your user's journey both in-search, and on-site. When some sites receive 25% to 45% of traffic from search engines, a huge area of research is being ignored by not finding out how those same users seek out content in engines, both linguistically, and from an engagement standpoint.