The success of your online business hinges on your digital marketing strategy. SEO plays a major role in the visibility of your website and over the years many technologies have come and gone, reinvented themselves or developed into even better and more powerful tools. Continuously working to improve SEO practices you use is a must.
Although there are many free and paid tools you can use to improve SEO and measure your various online strategies, this article details three technologies every online business should be using and essentially cannot manage your SEO campaign or your digital store without. First up is protection.
Anti-Hacker HTTPS: a first step to improve SEO
Cyber-crime is on the rise and malware is a growing threat to anybody with a website, email account or online store account. There is an estimated 230,000 malware threats online and that could have notched up a few dozen by the time you finish reading this article.
Online businesses that accept sensitive data from their customers owe a duty of care to protect bank details and personal information. A breach of your security protocol will destroy the trust your customers have in you.
And a dissolution of trust from your customers could seriously damage your online business. Your SEO would certainly suffer if internet users got wind that cyber criminals had breached your security systems.
HTTPS security encryptions are a step towards improving the security measures of your site. They are used by financial institutions as they provide a secure socket layer (SSL) of encrypted data which protects hackers from getting access to credit card numbers and other sensitive information that can be used for online fraud.
Google Content Experiments
A/B split testing is vitally important for improving your digital marketing efforts. And there are a lot of effective tools that help you test landing pages, content, widgets and whatever else you want to test. But you also have to pay for most of these tools.
However, Google has come to the rescue of small business marketers that have a tight budget. As part of their Analytics tool, the Big G has added an extension they call Content Experiments which enables you to carry out A/B split testing on your online activities and assist with increasing conversions. The tool works slightly differently to conventional testing tools but still delivers:
- Web page and app platform comparisons
- Multiple users per experiment
- Single control scripts
- Traffic measurements
- Statistical engine
- Regular expression filters
- Email updates
Content Experiment in Google Analytics enables you to test up to 10 versions of a single page which are delivered to users via a separate url. Once you have set up and launched you’re A/B testing experiment you can determine which page drives the most conversions thus select the best performer to go live.
Content Management System (CMS)
Content marketing is a driver behind SEO that few online businesses can fail to ignore. High-quality content drives engagement, improves online visibility, increases conversions and positions you as an expert in your field.
But in order to engage in an effective content marketing campaign, you need a content management system to add, remove or update content. Large website also need a CMS capable of handling large amounts of traffic and data.
There are numerous content management systems on the market, but the most popular are Drupal, Joomla and WordPress. Whichever you choose depends on the requirements of your business.
With over 76.5 blogs, WordPress is the most popular CMS and accounts for 26% of websites on the net. The reason for that is because WP is the most user-friendly CMS available and built-in functions help to deliver results in search engine rankings.
WordPress is pre-installed with relevant plugins that help you improve SEO and attractive themes that look aesthetically pleasing. However, there are limitations when it comes to customising.
But even with a free account it is possible to rank in search engines – as long as you are publishing good quality content. If you want to customise the design you will need to upgrade to a paid package. It is therefore more beneficial to use a WordPress.org platform rather than WordPress.com.
If you have a large website, such as an exhaustive eCommerce site, and intend to showcase hundreds of product pages, you will need a powerful CMS that can handle huge amounts of content.
The best option for that is Drupal. The platform can manage complex websites and enables you to install unique features other systems struggle to handle without compromising load speeds and the overall quality of the user-experience.
The only potential hitch with Drupal is you need technical know-how to use the software. Therefore, it is not an ideal platform for SEO beginners or non-technical users with little experience of content management systems. Before using Drupal, you need to be committed to learning how to use it.
If you do need a CMS that has sufficient power to manage large amounts of data but is easy enough to use, Joomla is a good compromise between Drupal and WordPress.
In a nutshell, Joomla provides plenty of power, but is easier to use than Drupal. And although it is not quite as user-friendly as WordPress, you do not have to understand code to comfortably manage your content and make any design updates as and when required.
Maintaining a website is vitally important to your online success, and three key elements are security, performance and content management. You need your customers to trust you, determine which pages work and which need improving and have a system at your disposal that enables you to add content on a regular basis to fuel your content marketing campaign.