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Why Inbound Links Matter For Your Website

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SEO: Importance of Inbound Links

Any business that wants to succeed in the world of internet marketing needs to have inbound links. They need to be credible sites that are directly related to the products or services you offer on your website.

You may personally love gardening and have found several gardening websites that you follow. But, you would not ask them to link back to your business website which is focused and designed around selling vacuum cleaners. In this instance, the inbound link will carry very little relevancy and ranking power. Instead, you should look to get links from websites more relevant to vacuum cleaners such as Mom/Dad blogs, cleaning websites, etc.


What Is An Inbound Link?

An inbound link is when a website is linked to another website. The purpose of the inbound link is to send search engines as well as customers to your website. Inbound links can also be called a backlink, linkback, incoming link, inlink, or inward link. No matter which descriptive word you use, these links help drive traffic to your website and can really improve your public relations and SEO position.

There are different types of inbound links that you can use for your website that have varying value and/or weight.  Here are some of the more common ones:

  • Contextual:  An incoming link that is valuable because it comes across as a natural comment that mentions you in the body of text and describes your product or service.  This can come from the written text in a blog or a news article. It actually could be any kind of text.


  • Sidebar:  A link that is shown on the sidebar of a page. Sometimes it is on every page of the website. Sidebars are readily found on blogs. These sidebars may contain descriptive text or graphics.


  • Footer:  This link is found at the very bottom of each page. These are most often used to promote the companies responsible for the website. These links do not rate as high by search engines as contextual or sidebar links.


  • Reciprocal:  As the word implies these are links that are exchanged between websites. These links are of little or no value if they are not relational. Sometimes a reciprocal link has value if they come from reliable sources and are relative to your product or service.


Why Does A Website Need Inbound Links?

Inbound links assist in improving a website’s Search Engine Optimization (SEO), which is what every website owner wants to have in order to climb to the top of the list of search engines such as Google, Yahoo, etc. Search engines use the inbound links as a measure of a website’s purpose and clout. These links help customers find what you offer by clicking on a linked website or blog. You will also find that the more websites you are linked with, the higher your website will rate with the search engines.

Just like in most areas of life, the quality of the link is important. Go for a reputable, recognizable link that is directly related to your website. The old saying “More is better” is true (mostly) in the case of inbound links. Of course, as stated above, the links need to be relevant.


How Do I Measure The Qualities Of An Inbound Link?

  1. It must come from a trustworthy website that is directly related to your website.


  1. It must include anchor text. This is highlighted text in a hypertext link. When clicked on, this opens the targeted web page. If it requires more work than this, people are not as likely to go to the trouble to check it out.


  1. The anchor text must be descriptive. This is vital to the person receiving the link because search engines will have more specific information about the site.


So, look at your website and other websites related to your own website. Decide which websites would be a good match for your website. Then contact the owners of the desired sites and try to make the links. Also, make sure you’ve linked all of your social media pages to your website. Sit down and list the companies that you regularly work with and make contact. There is a good chance that they will be willing to help you.


To Get Started With Search Engine Optimization

Call us at (916) 382-7229, or contact us today to discuss what we can do to market your website by promoting it online to build up your authoritative inbound links so you can get new customers.



Facebook Marketing: The Secret To Gaining Likes And Followers

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Facebook Likes, Followers and Shares, Oh My!

Okay, so the business strategy has been mapped out, the Facebook Business Page is up, and it is being populated with a collection of valuable content in a variety of post types. All finished, right? Not even close.

Now it is time to amp up those Likes and Shares with massive engagement. It’s time to increase the page’s visibility and gain more followers. It’s time to incorporate multiple digital platforms for the benefit of the business. This is the fun part.


Start With People Close By

As far as expanding the visibility of a Facebook Business Page, it is always best to start with people already interacting with the business. Ask them to Like and to Share. It doesn’t hurt to ask them to engage for a while as well. Synergism is a powerful tool. When people see activity on a page, they are automatically drawn to it. Friends and family are not immune; include them too. Link the Facebook Business Page to the email signature and any branded communications, such as newsletters. Use the business website and blog to further the organic reach by incorporating Like and Share buttons on them as well. It needs to be easy for people to find the Page and simple for them to Share or Follow with just one click.

Since Facebook is a social network, it is highly beneficial to create content that is highly shareable. If the content is valuable and entertaining, visitors will be happy to share it with their friends and further the reach of the business even more. Consumers want content that enhances their relationships with one another, so that is what marketers and business owners should concentrate on.


Analyze The Competition

It is always best to see what the competition is up to. See how many Likes they have and monitor them for a while. If they are doing something that isn’t working, don’t do it. On the other hand, if they are doing something that is working, then do something similar. Set a goal for the number of Likes and aim for it. Just don’t forget what Facebook is all about and what the marketing strategy is. Additionally, don’t forget to practice social listening. It is a very important part of the business strategy.


Build A Great Page

This may seem obvious, but many people overlook key elements in this section. For instance, fully utilize the About section. It allows people to scan for important key elements relating to the business. It also helps build credibility with visitors who may want to get to know the business. All the information in the About section also helps the page appear in searches outside of Facebook. Visitors who are utilizing the search engines to find something may be directed to the Facebook Business Page. Pages with a complete profile are also more credible in the Facebook algorithm.


Choose Photos Carefully

Obviously, a logo is the best choice for a profile picture, but the cover photo can be quite creative. Find a picture that really shows the essence of the brand and conveys what the business is all about. This gives readers a reason to dive into the content. The technical terms are pretty simple, but it’s still best to have a professional profile and cover photo if at all possible. The profile picture displays on the Page as 170 x 170 pixels on computer screens and the cover photo displays 820 x 312 pixels. Facebook recommends using a cover photo that is 851 x 315 pixels and less than 100KB for best quality.

A modern, dynamic option for the Business cover photo is a short video. It can be up to 20 seconds long and have the same dimensions as a photo. It will automatically play for visitors and is a great way to grab attention. There is only one chance to make a first impression.


Promote The Business Page On All Digital Channels

Marketing across multiple platforms is the fastest way to get attention and expand the organic reach. If the business has a following or gets traffic on other channels, like a blog, use them to promote the Facebook Page. Don’t just use a text link; use something compelling like an infographic or short video. Don’t forget to pin posts that are garnering a particularly high number of likes to increase its lifespan but keep it fresh.


Increase Shares

A share means that someone felt strongly enough about a specific post that they were compelled to share it with someone else. This is great for business and it provides credibility to people who may be just finding out about the brand. Ask friends and current employees to Like and Share the content on the Business Page but do this with care. Sending out mass invites to Like and Share is an easy way to get unfriended. Instead, make it about them. Carefully craft a personal message explaining the value they stand to gain from Liking and Sharing the Business Page. For example, for employees, it’s a great way to stay current with brand promotions and be a part of employee advocacy for the business.


Learn To Write Great Headlines

Writing fantastic headlines that grab attention is the key to getting people to read the post. Be careful not to be melodramatic. Headlines should set appropriate expectations about the post and they should be informative. Be careful not to be too promotional since Facebook limits organic reach for Pages that are too promotional. Give visitors what they want. If most of the posts point in a specific direction, then go with it.


Monthly Page Audit

Part of maintaining a high-quality Facebook Business Page that encourages Shares and Likes is keeping it up to date.

The best way to do this is to schedule a monthly audit. This gives administrators a chance to remove inaccurate or outdated information and keep things fresh. Make sure the About section is part of this audit; it will help with the algorithms and the reach on search engines.


Finally, don’t be afraid to promote the Facebook Business Page verbally. Using digital outlets and stationary is great most of the time but a verbal expression lets people know it’s something to be proud of. It may also help expand the reach and the audience. Also, make sure that someone oversees engagement on the Facebook Business Page. People will quickly lose interest if they feel they are talking to a void. The key to engagement and conversion is replying consistently and positively.


To Get Started With Facebook Marketing

Call us at (916) 382-7229, or contact us today to discuss what we can do to help you with your Facebook Marketing Stratey and goals so you can get new customers.


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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