Google it.

If you have a question how do you generally find the answer? Simple, Google it.

Google (noun & verb): a multi-billion dollar company with a vast array of capabilities. It is the world’s most popular search engine uses algorithms to display the most relevant content to a user’s query. People use the term Google as a verb because it has become such a large company. Other search engines are not even thought of most of the time. People remain loyal to Google.

This search engine discovers, crawls, and serves web pages to users almost instantly as a person begins typing. It starts with Googlebot, “spider,” crawling through billions of pages on the Internet to create an index of websites that are displayed, giving a higher importance to those that are most relevant. As a newer web designer, this system seems brilliant from both the user and designer standpoints.

Google analytics allows you to measure your advertising ROI as well as other things like social sources. Google’s social reporting tool can be extremely advantageous as it analyzes everything in one location, thus, saving time. Google’s capabilities seem endless since it can even recognize the interactions people had with a company’s website and the value of the conversions. As a user, how do you feel about Google analyzing how you interact with a website socially? Do you feel like your privacy has been invaded?

If you are new to Google Analytics, or are looking for new tips check out KISSmetrics for 50 resources on the topic.

Search Engine Marketing

From conversion testing, search engine optimization (SEO), analytics, social media, and content marketing – there’s no doubt that there is a lot to search engine marketing (SEM) strategies and tactics. In fact, there’s a whole Anvil glossary dedicated to defining the various terms. SEO doesn’t just effect company websites, but can also increase traffic on personal websites, blogs, social media sites, etc.

So, how does a web designer, marketer, or social media manager best utilize the web? As an advertiser we know that a company wants people to spend an endless amount of time on their website and visit it often. There’s a lot more that goes into this than I ever imagined there could be. How often do you really stop and think, “How does Google know what pages to show me when I search for something?” Google even has strict guidelines that dictates what a person can and cannot do to enhance their search engine optimization. These guidelines just increase Google’s credibility as a company because they ensure they are displaying the best results on the earlier pages, and trying to reduce the spam you may encounter. Not only that, but if you break the rules, your website won’t appear in their searches at all. These guidelines spell it out so clearly that even a beginning web designer will be able to effectively design a website.

But once you get a person on your website, you have to be able to keep them there. Gregg Digneo provides some great tips for this on the Unbounce blog, most of which I tried to incorporate into my personal portfolio website. For example, if you have a form you want to keep it above the fold because people are less likely to scroll through your website. It is essential to really take these tips into consideration. The more user-friendly the website, the more people will enjoy visiting it.

Questions?

–       What terms from the Anvil glossary were new to you?

–       Do you think SEO is just a trend or is it essential in web design now?

–       What are some website features or designs that you think will increase the amount of time a person spends on your website?

Advertising to Millennials versus other generations

As Millennials are the largest generation since the Baby Boomers, advertisers must find successful ways to market to them. According to a study on comScore, Millennials have an estimated purchasing power of $170 billion dollars per year. ComScore vice president Bert Miklosi states, “Their comfort-level with the Internet and technology in general makes the digital medium an ideal platform for reaching these individuals. But as is typical with younger people when compared their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimization in driving worthwhile returns from an investment in advertising to this segment.”

This does not come as a surprise that Millennials respond more to advertising on a digital medium especially versus the television. In fact, people are constantly becoming more and more dependent on these digital mediums, specifically the mobile phone, that 4 billion people own a mobile device worldwide. Do you find that surprising? Compare it to the estimated 3.5 billion who own a toothbrush worldwide (Booz & Company). Now, that puts things in a slightly different perspective.

Q Scores conducts studies to assist their clients in understanding the emotional bonds consumers have with brands. Both males and females take part in this study as well as children, teenagers, and adults to see what responses are given from different logos. Studies like this will show research analysts essential information and provide the information Miklosi is seeking.

As a Millennial and also an advertiser, I can agree that I am more likely to respond to advertising online. My parents, who are in Generation X, wouldn’t be responsive to an advertisement online at all though. I probably spend at least five times more time surfing the Web than my parents do (if not more). And when my parents are online they typically ask me how to do something. Now, not everyone in Generation X is quite as computer illiterate as my parents are, but relatively speaking Millennials are a little more Web savvy, as we have never lived in a world without this technology. So if my thought that Millennials are more Web savvy is correct (does anyone agree or disagree?), and it has been proven that Millennials respond more to advertisements in digital mediums than television and print – how is it that Generation X is actually the ones who use the Internet the most? After reading, “Advancing Digital Commerce Capabilities to Drive Financial Value Perspective and Benchmarking Framework” by Booz & Company, “Next-Generation Strategies for Advertising to Millennials” report by comScore, and “Database of Brands (targeted to kids, teens or adults)” by Q Score, I wanted to look into things a little more. According to a Wikibon report, Generation X spends 33 hours and 4 minutes online a week compared to the Millennials who spend 25 hours and 54 minutes online a week (http://morganlinton.com/which-generation-spends-the-most-time-online/). So, why do it is that Generation X isn’t most responsive to advertisements in this digital medium like Millennials?