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How to Adjust Your Marketing to the New, Smarter Google

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On-Page Optimization For New, Smarter Google

It wasn’t that long ago that anyone versed in search engine optimization, (SEO) would advise others to focus on keyword phrases, or “strings” of words that matched search-engine users’ typing. So a marketer attempting to make sure a website, or content, could be found would merely build efforts around these phrases or strings.

But if you’ve done some Googling recently, you might notice a difference these days compared to the early days of the internet. Google, in particular, now seems to be more intuitive. That is, it includes results in searches that don’t necessarily match keyword phrases verbatim. With the new algorithms (put in layman’s terms), it’s like the search engine sometimes knows what you’re looking for, even without having all the words organized in a keyword phrase.

For example, 10 years ago, typing “bicycling in California,” into a search engine would mean the search engine might come back with results which included that specific phrase. But now, someone might get results that lead with site headers such as “Top 10 biking spots in the Golden State.”

Google, it would seem, has gotten smarter. That could pose a challenge for a marketer who has grown dependent on Google’s keyword phrasing. So here are some ways to adjust your marketing to the newer, smarter Google.


Use synonyms

In the example above, using the word “biking” instead of “bicycling” would provide some benefit compared to the bygone era of keyword phrase-specific search engines. So if the search engines have evolved into substituting associated words outside of keyword phrases, doesn’t it make sense for the marketer also to do so?

The key takeaway here is that instead of packing content with search engine-friendly keyword phrases, it might instead be better to provide the search engines with alternative terms they’re already probably seeking.


Use common sense

Typing “bicycling in California” into Google currently lists a page with the header “Best spots to bike in California” among the top results. In a now-bygone era, the searcher likely would have had to type that exact phrase into the engine to see that result.

But it’s as if Google now can discern, ‘What is this user looking for?” And that’s a question SEO-savvy marketers might also want to ask when creating search engine-friendly content.

If a marketer asks the same question, guided by common sense, he or she should be able to provide the search engine a “gimme” that might not have been possible in the past. If the marketer knows what the searcher wants to know, embedding that into the content might not only mean higher ranking in results but also content that’s more relevant to the searcher.


Use the spoken word

There’s little doubt that one of the factors influencing the evolvement of search engines is the somewhat newfound twist of voice searches. Asking Google or Siri to find something via voice search is going to result in using different words compared to typing something into a device.

To illustrate this, again consider the California bicycling example. Is a bicyclist typing more likely to use the word “bicycle” than the word “bike” compared to a bicyclist who is speaking? Voice searches have affected search engines, and the marketer who can recognize and adjust to the differences between the written and spoken word might give themselves a leg up with the search engines. Voice searches have paved the way for more colloquialism in content marketing.

The internet is always going to evolve. Spotting the factors that drive this evolution, and rolling with them, can give a marketer — even one previously entrenched in the “old” ways of the web — an upper hand with search engines.


To Get Started With Website Optimization

Call us at (916) 382-7229, or contact us today to discuss what we can do to update your website(s) to meet all 5 website design goals so you can get new customers.



8 Instant Turn-Offs Which Repel Website Visitors

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As an online marketer and professional website promoter, you’ve done an excellent job. Your target site’s riding high on Google. You’re nailing the social media engagement. Visitors are flooding in, but sales are nowhere. What’s going on?

On checking your analytics, you notice that most of your visitors take one look at your site and run for the hills. Why is this? The chances are it’s one of these avoidable mistakes that’s scaring your visitors away.


Annoying Animations

Whether it’s GIFs you’ve placed on your site yourself, or banner ads served up by your advertising provider, annoying animations are one of most significant reasons visitors will instantly back away from a website. In almost all cases they’re a distraction for the visitor, hindering your site’s ability to satisfy their needs. Rarely do they add anything, so avoid whenever possible.


Autoplay Media

However, it’s possible to be even more irritating than an unwanted animation. Video or audio that begins playing without the visitor requesting it feels like an intrusion. And that’s without mentioning the startling effect of media automatically playing in a work situation when you’re supposed to be concentrating on a silent spreadsheet.


Pop-Ups, Sliders, and Welcome Mats

There are many versions of the much-despised pop-up advertisement. Some marketers favor welcome mats which take over your screen as soon as you land on a site. Others prefer sliders which sneakily appear just as you’ve started reading the content.

What all these ad methods have in common is that they deliberately place themselves between your visitors and the information they’re seeking. Why would any site do that and expect to develop a loyal following?


Online Chat Invitations

Customer service is vitally important for any online business. Unfortunately, it’s fashionable these days for a site to try and nag the visitor into chatting with a sales representative. Online chat facilities have their place, but invitations to use them can quickly feel like being harassed by a used car salesman when all you want to do is browse the site. If you offer a chat feature, then don’t push it too actively; let the visitor make the decision.


Style Over Readability

Your lovingly designed website may look impressive, but if the text is too small to read and too hard to resize, then you’re going to turn a sizable chunk of your visitors away. Not everyone has the eyesight of a fresh-faced millennial web designer.


Clutter and Confusion

And still, on the design front, the priority of any site should be to put the valuable content to the front and make it clear what the page is all about. If a visitor can’t immediately see they’ve found what they’re looking for, they’ll hit the back button. Keep advertisements, social media buttons, links to related pages, and other potential clutter to a minimum. Your readers and dwell time figures will thank you for it.


Baffling Navigation

Once a site grows beyond a few pages, a clear navigational structure becomes essential. If you present a visitor with hundreds of links to choose from when looking for further information, don’t be surprised when they go with the easy option of leaving altogether.


Need for Speed

Lastly, although your website may have been developed on a lightning-fast internal network, and then tested over a web professional’s fiber connection from home, most users won’t have these luxuries. That is especially the case in today’s mobile landscape, where connection speeds can be patchy. If your page takes an age to load, it’ll shed visitors exponentially with every wasted second.

Driving traffic to a website is difficult and expensive. It’s a colossal waste to repel potential customers through avoidable mistakes. If your entry traffic is healthy but the dwell times and conversions are disappointing, could any of these issues be the culprit?

Summit Marketing can perform a comprehensive website audit for your business.

Simply tell us about your website’s current performance and goals. We’ll analyze your website and digital footprint looking for that low hanging fruit and quick improvements that will improve traffic and conversions of existing visitors.

This service is offered free of charge. If, after seeing the review, you wish to apply to become a client of ours, you are encouraged to do so although there is no obligation or pressure to do so.




Typography Trends In Modern Web Design

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Typography trends emerge every year, you can clearly see it on Dribbble, Behance, Pinterest, Instagram, UX designers portfolio, corporate webpages of leading companies, etc. Everyone is becoming aware of the importance of typography in UX design. Much more than just arranging pretty fonts on a nice background, typography is an essential part of every design, it can make or break a whole project. It enhances your story, emotions you want to drive. It helps you to communicate the message to your clients. Typography trends are influenced by culture and media, past and present, technology and fashion, but the ones who really make a difference are big players. This wouldn’t necessitate any revolution in the typography world, except that Amazon, Apple, and even Google have continued their habit of innovation by introducing their own custom typefaces as an attempt get the most out of the transforming technological scene. For example, Amazon’s most significant contribution is the typeface, Bookerly, made just for Kindle. Google’s new custom typeface is Product Sans, and for Apple it’s the San Francisco typeface, which debuted with the Apple Watch. Typography is the art of designing letters that communicates a feeling and determines the effectiveness of UX design. Typography helps to create an experience for the reader or user before they even click on a button. It goes beyond choosing a weight and size for some letters, typography involves many components such as the selection of the point size, stroke length, spacing, etc. Communication plays a vital role in UX design. Whether you design websites, mobile apps, or wearable UIs, your creations have to clearly communicate their intent and purpose. Therefore, you need a solid understanding of typography and why this year we have certain typography trends. Oliver Reichenstein states in his essay, “Web Design is 95% Typography”. Optimizing typography is improving readability, accessibility, usability, overall graphic balance. In this article I want to discuss with you Typography trends of this year. Reading this article you will hopefully get inspired and find out typography trends that make websites win awards. It’s also important that you don’t jump into typography trends too far. You really need to analyze internal and external factors to choose the right one for you, also think about long term strategy. Typography is something that you can’t change very frequently. Don’t forget about keeping your personal identity.



This trend is going to be here in the years to come. Scripts are one of those traditional typefaces that have appeared in a variety of trendy initiatives.


Watercolor is another style that can bring life to your web page. Watercolor typeface gives the impression of a fun-loving and friendly attitude, so it is great when you want to emphasize a down-to-earth and personal approach behind the brand or product. Watercolor styles are appealing because they feel handcrafted, making the design appear special and unique.


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