The Optimized Web

Social media marketing for a business or organization should start with clearly defined marketing goals. The different social media platforms can be overwhelming, but they don’t have to be if we know what goals marketing should achieve. Digital content creation of a business will likely play a significant role in the ability to leverage social media engagement. Types of content used on social media platforms ranging from short text to visual media, such as graphics, photos, or video. Much of social media is about building a network of followers and friends. Social media marketing should leverage the engagement of those networks to drive goal completion. Available Marketing Content A steady stream of content should exist before committing to social media marketing. If a company creates expectations of a consistent flow of content, it will become important for the company to maintain those expectations to continue social engagement. Marketers must invest time in creating engaging...

Landing page metrics are not a measurement but more of a collection of pages where users enter a website. A website is much like any other interaction with a customer in that the first impression is everything. Many other web metrics depend on the web page that the user first enters the site. Bounce rate can increase on a site if the landing page that a user enters doesn’t address the expectations of the user. The landing page can be the page that is used for advertising that a potential customer enters by clicking the ad. A landing page can also be somewhat outside of the control of the company from organic search traffic. Business goals should be defined before using the landing page as a metric to best identify whether the best pages are being presented to the customer. For many businesses, the conversion rate can be affected by users entering what can be perceived as the wrong landing page. If there are changes in the conversion rate and bounce rate can be attributed many times to ...

Confusion surrounds the meaning of a website’s bounce rate and whether a website has a good bounce rate or not. Google defines the bounce rate of a site as a user session on a site consisting of one page being visited (Bounce Rate, 2018). It is believed that the bounce rate defined by Google and reported within Google Analytics is flawed by this simple definition and that time and interactions on a page should be considered. Paul Koks believes the best way to record and have an actionable bounce rate is to adjust the reporting by considering the time spent on the page (Koks, 2015). The idea of adjusting bounce rate with an amount of time on the page leaves us with more questions. We find ourselves trying to answer first, “what is considered a good bounce rate?” Also we ask, “how long should someone say on a page to be excluded from the bounce rate calculation?” It is impossible to answer these questions because they are relative to the website content, goals and history (Bounce Rate, 2...