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Search Engine Optimisation (SEO) : A Possible Way To Increase Website Traffic

Search Engine Optimisation (SEO) : A Possible Way To Increase Website Traffic

SEO is an abbreviation for “search engine optimization” In layman’s words, it refers to the process of enhancing your website so that it appears more prominently when people search for items or services connected to your company on Google, Bing, and other search engines. The higher the exposure of your pages in search results, the more likely you are to draw attention and attract new and existing consumers to your business.

Bots are used by search engines such as Google and Bing to crawl web sites, travelling from site to site, collecting information about those pages, and indexing them. Consider the index to be a massive library where a librarian may pull up a book (or a web page) to assist you in finding exactly what you’re searching for.

.Following that, algorithms analyse pages in the index, taking hundreds of ranking variables or signals into consideration, to determine the order in which pages should appear in search results for a given query. 

Since individuals make plenty of searches each year, frequently with commercial intent to find information about products and services, SEO is a critical component of digital marketing. Search is frequently the key source of digital traffic for brands, supplementing other marketing methods. Greater visibility and higher placement in search results than your competition can have a significant influence on you.

However, search results have evolved in recent years to provide users with more direct answers and information that is more likely to retain people on the results page rather of pushing them to other websites. 

The need and significance of search engine optimisation can be very well understood by following points-

  • . Increases consumer acquisition through organic search

Organic search accounts for 53.3 percent of all site traffic, and 60 percent of marketers say their best leads come from SEO-engaged clients.

To be viewed by clients, you must rank on the top page of Google. Climbing to the top spot can nearly quadruple your click-through rate over the second slot.The volume is there, and ranking for key search words will help you attract the proper clients. And by putting the site on the main page, developer increase the visibility of your brand and demonstrate that you are a reliable resource.

  • Boosts brand awareness

When you boost your rankings, one ancillary factor aside from converting consumers into customers is overall brand awareness. The more touch points you generate simply by hitting the front page and climbing closer and closer to the top place. Even if they don’t click through to your site, just being there will cause potential customers to link your brand.

It can be tracked.

The ambiguity of your return on investment is one of the most aggravating aspects of traditional marketing. Based on traffic patterns, billboards receive an average amount of views. Rating systems are used in commercials to evaluate general sentiment. However, SEO is totally quantifiable and can easily be included into any paid digital strategy.

After understanding the relevance of SEO in modern digital marketing , let’s look at the various steps involved in carrying out optimising the website.

To begin with there is  absolutely no substitute to the quality of the content.Quality content tailored to your target audience enhances site traffic, which boosts your site’s authority and relevance. Authoritative and exceptional content keeps the viewers on the website. Identifying the keywords phrase for each authoritative content page for instance the readers may search What  to study after class XII?, What are the different streams to opt after class XII?, Which stream is best after boards?. Placing the keywords in URL , page title and heading and sub-heading comes next.Aside from the page URL, title, and headers, content has the largest influence on search engine rankings. Repeat the keyword phrase numerous times across the page—once or twice in the opening and closing paragraphs, and two to four times more throughout the rest of the text. Be commanding. Link to important sources and supplementary information strategically, both within and outside of the organization’s larger website.

 Highlight these keyword phrases with bold, italics, header tags (particularly an H1), and other emphasis tags—but don’t go overboard. You still want your language and writing style to come off as natural. One should  never, ever sacrifice decent writing for the sake of SEO. The greatest pages are written with the user in mind, not with the search engine in mind, this should always be kept in mind.

Secondly , the content should be updated regularly ,Regularly updated content is viewed as one of the best indicators of a site’s relevancy, so one needs to  be sure to keep it fresh. Auditing the  content on a set schedule and making updates as needed should be practiced. Blogging is yet another great input to enrich the content of the website and make it more attractive.

Writing additional content, rich with keyword phrases, on the  departmental news blog can also boost the  search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlinking  your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic. Thirdly When creating the website, leave a space between the head> tags for metadata, or information about the page’s contents. If you have a CMS site that was created by the UMC web team, this data will be pre-populated for you. However, as thesite evolves, it is critical to evaluate and update the metadata.

At fourth,Have a link-worthy website.

A content-rich, authoritative, unbiased homepage that helps visitors learn more about what they are interested in is more likely to get links from other websites, which improves the  search engine optimization.

Add relevant links within the text to boost your authority and trustworthiness. Instead of using “click here” links, try writing out the name of the product.

And at last , always describe the image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.

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Significant Role of Email Studio in the Salesforce Marketing Cloud

Significant Role of Email Studio in the Salesforce Marketing Cloud

Salesforce offers different types of cloud and Marketing Cloud is one of them. Marketing Cloud is a platform that has multiple tools designed for an organization to interact with its customers or potential customers across different channels. Marketing Cloud provides various automations that make interacting with people more streamlined, improving accessibility and rapidly increasing efficiency. Salesforce Marketing Cloud makes it easy to send personalized messages and emails to all potential prospects. Marketing Cloud offers a wide range of tools that can be used for different types of customer engagement processes. Email Studio is one of those tools.

What is Email Studio

Email services have been around for a long time. People working in the marketing discipline still use email services to contact potential customers, despite the social media revolution. Email helps track the recipient’s activities such as which email they open, which link they click, and which offers they redeem. Furthermore, sending emails is a tried and tested method of increasing customer engagement. Marketing Cloud introduces Email Studio in which you can create emails, automations and segments to target audiences to become customers and all this without a single snippet of code.

There are various modules in Email Studio. It provides an exhaustive path that you can use to build an email to reach the masses. Email Studio also introduced this unique way of testing your email or campaign in which you can track which version of your content performs well in the audience. There are a lot of features of Email Studio, which we are discussing here. In this blog, we’ll explore the content builder and subscriber behavior.

Content Creator

Before you send an email or build automation on it, you must have some piece of content so that you can use it to create an efficient and engaging email targeting the right audience. Content Creator lets you import data from your system into this marketing cloud environment so you can start building your own template or create some dynamic data for emails so that relevant data reaches the right person. Content Creator offers four features to choose from.

Salesforce Marketing Cloud serves to provide some of the default templates that are used to create targeting emails. If you have some knowledge of HTML then you can also create your own template. There is an option where you can paste your code for the customized template. These are built into some of the default templates provided by Marketing Cloud. Choose one of these and start creating your own email. The next line is the content block. The content block contains all the customization options you might need when creating your email message.

  • One of the most powerful tools in content blocks is creating dynamic content.
  • Dynamic content ensures that the targeting email you create actually reaches the right audience as it lets you declare your own rules for filtering data according to your customer’s specialty or other fields that you have defined earlier. would have done.
  • Other features provided by Content Blocks such as free form, smart capture, can create social follow, social share etc.

The last option in Content Creator is Upload. The name itself explains its working. It allows you to upload images and other necessary data from your system to the Salesforce Marketing Cloud environment.

Subscribers

The person who has opted to receive any communication email or SMS from you is called a Subscriber. You must have a valid email id of that person to send a communication request. You can also send SMS if you have valid phone numbers. Customers are the audience we target to advertise the product we are promoting.

Therefore, customers have become an integral part of the marketing process. There are simple ways to collect multiple customers but the means to collect this data must be ethically correct. For example, we receive enough advertising or promotional emails in our inbox promoting tourism and travel or a product. You might not remember when you shared your email ID with them, but they might get your data from a coupon you filled out somewhere earlier. Hence, we become their customer, and hence, we start receiving promotional emails. There are different ways to add customers to our campaign.

  • Add members using the Import Wizard.
  • Using Automation Import Activity.
  • Create customers manually.
  • Capture subscriber information through smart capture form.

In the Salesforce Marketing Cloud, we can create a set of customers who call Data Extensions. Salesforce Marketing Cloud provides various options for creating groups of customers.

What is A/B Testing

A/B testing is also known as split testing. It works as a process of comparing two versions of the same web page showing different segments of website visitors at the same time and getting the most conversions. Similarly, in A/B testing for Email Studio, we send two versions of your Marketing Cloud Email Studio communications from your customer lists to two different test audiences.

This test helps us to track which version of the said segment gets the highest click-through rate and then send the same version to all the remaining customers. A/B testing is useful for testing the live version on the audience to know the actual feedback and to rectify any changes before losing any business or receiving any negative feedback from the said audience.

Advantages of A/B Testing

  • One of the most important measures we track in our version is the bounce rate. Using A/B testing, you can test multiple types of your email and choose the best possible version. This can result in grabbing more audience and business for your product than you are rooting for.
  • A/B testing can help you make some minor changes to your email instead of changing the entire content. It can bring maximum output from your content with minimum conversion and increased ROI.

A/B testing provided by Salesforce Marketing Cloud is by far the most effective way to see the performance of your content on your target audience.

Interactions

Interactions in Email Studio are the communication and data processes that are used to build and support your relationships with customers. There are two parts of the Interactions:

  1. Activities

As defined, Activity is a discrete unit of an application. Actions that can be taken under Activity:

  • Data Extract Activity can help you create multiple zipped files for your use in marketing cloud applications. It is also used to convert XML files to be comma-delimited, tab-delimited, or pipe-delimited for importing into our environment.
  • Import File Activity is mainly used to update an existing data extension using an external file. Any activity uses this import definition every time to keep the subscriber data extension up to date.
  • In Marketing Cloud, you can easily encrypt or decrypt a file found in Marketing Cloud’s advanced FTP directory. With this functionality, you can move your files to a secure folder, a selected FTP location, or any location you want it to.
  1. Messages

A message is a communication between our data extraction, groups, or with a person or group of individuals on our list. Here in Marketing Cloud Email Studio, email messaging and SMS messaging systems are supported. Basically, any given message has two components:

  • Content is what you want people to see in your message.
  • Interaction is the essential information you need to convey your message to the audience.

Messages can be sent in two ways:

  1. User Initiated

A user-initiated message is one that you have sent to a few identified customers, which can be personalized such as a happy birthday to your existing customer or a monthly newsletter via the application interface.

  1. Inspired

A trigger is sent responding to a client action. For example, sending a confirmation email to a customer after purchasing a product is defined as a trigger message.

To Keep Track

Tracking is an aggregate collection of data that allows you to view:

  • Important elements like email open
  • Clicks
  • Deliverable Messages
  • Other Metrics Online

You can also capture how many emails are forwarded and how many new subscribers each forward generates. You can create a subscriber list to monitor subscriber and list performance from tracking data. Marketing Cloud stores your tracking data for the duration of your contract. The tracking feature uses a 1×1 pixel transparent GIF image to track the information. Unless you use an HTML-paste template, the pixel is automatically inserted into every email. 

Conclusion

The Salesforce Marketing Cloud provides a very efficient way to reach people to spread the word about your product or any service you provide. Email Studio is an efficient tool that lets you create your personalized emails to optimize customer relationship drives. In the next section, we’ll look at the remainder of Email Studio. Email Marketing Studio is something that you can definitely opt for if you want an integrated system for your organization’s marketing platform in which it is very easy to perform various complex tasks, whether it is to reach your target audience, your business. To analyze the performance of or track the effectiveness of your posted content among the masses.

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Ultimate Way to Feed the Hunger by Apps & Digital Experiences

Ultimate Way to Feed the Hunger by Apps & Digital Experiences

Consumers were already finding new ways to get their food, which led to online orders growing at a rapid pace by the end of 2019. “Forward thinking” has become the new imperative in the restaurant business today. Over the years, norms have changed profoundly, due to which things have now diverged.

Before the outbreak of COVID-19, 39% of consumers were highly interactive with physical retail stores. However, today only 24% are under current quarantine conditions, and only 39% are planned to be in the next six to nine months. On the other hand, 30% of consumers were highly interactive with online retail channels pre-quarantined, up to 37% during quarantine, and 40% were planning to engage highly with digital retail over the next six to nine months.

In contrary words, just because a consumer can eat, does not mean that he or she will do it today and in the near future. The good news is that customers who order online at casual and fast-casual restaurants spend more than 13%. So as eateries are stepping into this slippery new landscape, it has become important that they not only participate digitally, but are doing so thoughtfully and purposefully.

An important variable in the new mathematics of food retail is agility. You know that when you browse DoorDash or Postmates, you find the right place to order dinner, but you can’t afford to wait? If you are in the restaurant business, you already know how difficult it is to please someone who is an executioner. As you are also well aware, you cannot lose even a penny of business because your food delivery app is not dialed. Take the Chipotle app for example. In May 2020, it topped the App Store as the second most popular food and beverage app and 54th most popular app overall. Chipotle is clearly doing a lot of things right. Let’s take a closer look.

Know Your Targeted Audience

In reality, everything has to be tailored to the customer. Every decision of a brand should be guided by how its ideal consumer will feel. Starting from that baseline, you can create strategies that resonate strongly with your core audience. For example, when you open the Chipotle app, you’ll immediately notice its swipe-based navigation system, a clever trick. Apple brought it mainstream with the home-button-less iPhone X. Chipotle understands that for its main target, a younger demographic, swiping comes naturally as scrolling.

Chipotle is also careful not to block potential customers outside of their main target audience. If swipe is not your thing, it is possible to navigate the app even with simple scroll gestures. It’s a perfect example of how a brand can show some flair in their app, while still catering to that many audiences.

Also Read : How much does it cost to develop an app like Swiggy or Zomato ?

Develop Your Storefront to Your Food App

Consistency is fundamental to branding, so your app is no exception. If you see and feel completely differentiated in-store and in the digital experience, then this is a problem for you. It is incredibly gratifying for consumers when ordering online feels like walking to the counter. You can almost smell the grilling onion on a good food app. App design is considered integral for this type of experience or for achieving the experience. It is essential to use the same colors and graphics as your physical location. It is another thing to introduce the same product and customization as you do in-store. We believe that the best digital dining experiences become necessary to include full menus, synchronized loyalty programs, and rebate pages.

When it started its loyalty program in March of 2019, Chipotle saw a 480% increase in daily Chipotle app downloads and 273% increase in daily active users. A bad strategy is not required to promote business.

Easily Present Onboarding

When installing a new food app, users are often greeted with step-by-step explanations of all available features. When creating your food app, remember that consumers wanted the dish they wanted 10 minutes ago. Don’t be afraid to withdraw or terminate the onboarding process altogether. Rather, it is necessary to focus on presenting clear information and call to action on each page. The clearer you keep it, the easier it will be for customers to run and eat. If you have a moment, check the online food app. You will find that online ordering is easy thanks to direct copy writing, design and call to action.

Choice of Options

Your customers ultimately want to focus on decision power. Give your feedback to your customers as they wish:

  • Pickup vs Delivery

Ordering food online through the app does not mean the customer wants it delivered. Remember, the human experience has changed dramatically. Make a pickup option for frugal customers who want to save a few bucks on delivery fees and suggestions. Bonus: Be sure to notify clearly when curbside pickup and contactless delivery are available. Do not assume that your customers will know or follow a particular protocol. And remember, contactless options protect not only your customers, but also employees and drivers.

  • Time of Receipt

Presetting the pickup for later times is not only useful for customers to plan their day, but also to manage their resources for your kitchen. Taco Bell thinks outside the bread by allowing it to be ordered as much as possible a day before.

  • Disposable Utensils / Straws

There are 87% of the total consumers who like brands that are environmentally conscious. The dangers of single-use plastic have been heard by all of us. There is no reason to deny customers the option to do without forks, spoons and straws. It helps to demonstrate environmental awareness while saving on disposables.

Keep it Moving

For many consumers, the real beauty of ordering online is time saving. Think of all the small things that can cause a lot of trouble, then introduce shortcuts. First, clearly, set the payment option at the time of order, rather than requiring onboarding or onsite payment. Part of the point of the app is to avoid lines and cashiers.

While going a step further when you allow payments through your Food App, asking customers to input debit card information will allow them to receive their wallet and card and provide their card number, expiration date, and CVV May need to be recorded. Consumers often have objections about revealing payment information online. However, digital wallet services such as Apple Pay and Google Pay offer fast, highly secure options that reduce nuance. An estimated 30.3 million Apple Pay users contributed $ 98.88 billion to the US proximity mobile payment transaction in 2019. Those numbers were already projected to increase dramatically over the next several years before COVID-19. We suspect that those estimates will start looking conservative.

Reduce Your Online Ordering Processes

By now you must have realized that customer experiences are very important for a food app. For which you should be clear that there are a lot of details to consider. To ensure that your app is fully dialed in, you need to get intimate with it.

  • Do not be hasty in the development process.
  • Test it at home.
  • Check if it is a battery hog.
  • Time the test load.
  • Ensure that all relevant information is easily displayed and accessible wherever and when you expect it.
  • Purpose user data requests, such as notification permissions, address, payment information, etc. purpose of data requests.

When you are completely satisfied, then and only then you should launch. Quickly putting out a polished product often results in negative app reviews, user frustration, and missed opportunities. Who knows if a disparaged app lover who has removed your food app from their home screen will give you a second chance. There’s more competition than ever to win a share in the online/take-out/food delivery market, so you have to get that right.

Never Go Stale, the Chipotle Way

The reason Chipotle is so perfect is that it doesn’t hold onto its laurels. As the world changes and the needs of hungry consumers evolve, it finds new ways where other quick-service restaurants fall short. Pizza Hut’s biggest franchise, NPC International, recently filed for Chapter 11 bankruptcy citing rising labor and food costs and struggling sales. With over 40,000 employees operating 1,200 Pizza Hut and 400 Wendy’s restaurants spread across 27 states, NPC amassed nearly $ 1 billion in debt. That is to say, if you are not thinking ahead then there is a lot on the line.

In this case, when the COVID-19 pandemic closed all of its dining rooms, Chipotle entered full takeout and delivery mode. By 2020, its digital sales grew by 81% year-on-year. Digital sales grew by 103% in March 2020 alone. Digital represented 20% of its total sales by the end of 2019, up to 26% in the next quarter, Chipotle knows that simply offering Aadhaar options is not enough.

With this in mind, the Newport Beach, California-based, Barito manufacturer began to strengthen its relationship with complementary brands. In June 2020, Chipotle began ordering online through Facebook Messenger. Now when hungry patrons want to place orders on the go, they can select “Message us” from Chipotle’s Facebook page. From there the paper, Chipotle’s concierge bot, can take and process customer orders using natural language. In addition to allowing light, standard, or additional material quantities, and understanding natural language, pepper also adds an interesting option for group ordering to which 20 people can add to the order. This is much more convenient than placing special orders to your group’s poorly named gopher. Chipotle called for the inclusion of alternatives to charity for causes such as systemic racism and inequality. In this way you remain relevant and attractive.

A more recent partnership helps expand the reach of fast-casual chains even further. Together with Grubh, Chipotle can not only be ordered through the Grubhub app and website, but it also has access to a wide pickup and delivery network. These are commercial hip actions for the current scenario and all users are doing all they can to remove friction. This should come as no surprise, if you start offering unique digital-only promotions to Chipotle soon. To continue its digital expansion, Chipotle is getting creative again, shying away from free delivery offered to customers in the early stages of the epidemic. This time around, it is speculated to offer a quesadilla, similar to its most requested menu item, in the form of a digital-exclusive option. This should drive more traffic to digital without the hit of home delivery.

Conclusion

As you consider your online ordering strategy, you may have thought far and wide about taking your business beyond consumer expectations. We know that it is not very easy. But we have gone through this before, and we have a good experience with it. Winklix has had a pioneering experience in the app landscape for many years and counting. We are always ready to help. And if you want, talk about how we can make your digital dining experience an unforgettable one.