Frequently
Asked
Questions

This is a page that gives search engines information about the pages a company wants indexed or crawled. You can find this page by doing to YOURDOMAIN/robots.txt.

This file is an index of all the pages on your site. It’s a quick reference for search engines of content that you want indexed.

When search engines look through the content on your website, they are crawling your site. As they crawl your site, they index content that will appear in the search engine. However, the important thing to remember is that not all content is indexed. Search engines pick what content they will and won’t index as they go through the crawling process.

Search engines cannot read images, but they can read text. The alt text helps them figure out what the images are all about. Plus, if a page doesn’t load for some reason, people can still find out what the image is by reading the alt text. And it can be helpful to those who are visually impaired.

Websites that go for long periods with no updates and new content are unlikely to perform well or support any useful digital marketing objectives. Though a static website technically qualifies as a website it’s bound to be more than a digital brochure.

Also, technology tends to move faster than business, and it is essential to keep up; otherwise, your website will be woefully out of date with regard to design, technical features, and the overall user experience. If you haven’t updated your website in 5 years, you’re long overdue.

User-centered design is a process or set of tools used to design a service which focuses on what users need at the very beginning and continues throughout development until launch. Typically services are designed from a technical and business perspective, with consideration for users added in later. Instead, User-centered design ensures the service focuses on what users need before balancing this with the technical and business requirements.

Wireframing is a way to design a website service at the structural level. A wireframe is commonly used to lay out content and functionality on a page while taking into account user needs and user journeys. Wireframes are typically used early in the development process to establish the basic structure of a page before visual design and content is added.

There can be no all-encompassing answer to this question except to say you should create content buyers will find relevant and useful. Leading candidates include blog posts, articles, ebooks, infographics, microsites, videos, courses, case studies, newsletters, visuals and various forms of interactive content.

Great headlines are the key to getting people to read, watch or listen to your content, followed by relevant and quality content that supports great headlines. Over time, your reputation will become a factor, as well. The goal with content, though, is to engage visitors, which in turn improves the overall site ranking.

Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.

Almost certainly. Very few businesses enjoy success without some digital marketing. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

Conversion Rate Optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on propelling prospects to the next stage by creating a fluid and seamless user experience.

Paid digital marketing programs should create results immediately. On the other hand, programs such as content marketing, email list building, and search engine optimization require persistence and patience. You might see results in a matter of months; however, it’s likely to be six months to a year before you realize some of your traffic and conversion objectives.

As we discussed earlier, SEO is always changing. But the biggest change continues to be the shift toward mobile. Mobile digital media time in the US is now significantly higher than desktop digital media time, and that number is set to continue to grow. In fact, Google recently made mobile page speed a ranking factor and has begun to privilege the mobile crawler over desktop. While mobile engagement historically involves few clicks to your site, it is often your first introduction to new or potential customer.

A brand is a set of identifiers that represents your company. By using visual, emotional and practical standards, brands create the psychological connection that customers feel towards your company. Without this connection, there is no customer loyalty.

Also, in order to be effective, a brand must be unfailingly consistent. By creating rules for your company to follow, branding ensures that everything your company does—big or small—keeps the same look and feel, so potential customers can recognize you instantaneously

Yes! Although your logo acts as the business’s key identifier, it means nothing without a brand to back it up. When people see a logo, they are reminded of everything the company has done, said, and produced. If a company has successfully branded itself, then the majority of people will have a similar strong reaction to the logo. Likewise, if a company has been inconsistent with its messaging, their logo will fail to bring any emotional response.

Traditionally, branding services are priced based on their inherent value to the business. This means that cost is determined by the number of materials you need, your company’s size and revenue, the scope of change your brand is undergoing, and several other factors.

The simple answer to this complex question is to create value. You need to identify and communicate a promise to your customers that resonates on an emotional level. It may help to consider how your business or service will improve the lives of those served.

That really depends on how well it’s performing for you. Most major companies will refresh their brand every 5-10 years, when their target market shifts and/or their marketing approach changes. Even so, these updates generally stick with a similar visual style and only minor tweaks to the logo. It’s more of an evolution than a revolution.

Branding is a psychological science. It determines how your company is perceived, as well as how customers emotionally interact with your products. Trying to do a brand DYI will cost far more in the long run since it is easy to make mistakes without years of expertise working in brand development.