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What steps transportation companies should take in 2018. Part 3. Site

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For a long time many companies have been avoiding creating a website or were making bad-quality websites. However, nowadays a website is a company’s image and if you don’t take creating of the site seriously you risk damaging your reputation and losing the trust of people. The owners of some companies wonder why their statistics is poor even though they have a working site.

As it was mentioned earlier in our articles 2018 is a year when the humanity will take a next step into the era of new technologies and innovations. The companies that have occupied their niche in the internet have a big chance of strengthening their positions, while the companies that try to avoid using the internet for promotion will lose their positions at the market.

The information below will be useful both for the newbies that would like to start creating their website and for those people that have a site but do not get the desirable payoff.

  1. Choice of the domain.

A domain is your site’s address. In order for search systems and people to be able to find your site its address must contain 14 symbols maximum. The address should contain your company’s name without any additional information. You may also use abbreviations, but you should know that the names that contain 2 to 4 symbols have been already bought and you risk becoming a trafficker and we don’t advice you to do that.

  1. Choice of the designers.

You just cannot afford to use cheap designer services. It will be much more expensive for you to remake the site that you already have than to make a good site from the beginning. Why should I pay more? – You will ask. And you will get an answer from Google. Yes, Google. The most famous search system has created its standards of “a good site” and if your website is not up to these standards then when a person asks Google about the services that you provide in your state he will get the contacts of your competitors, but not yours.

  1. The standards of the site.

Now let’s look at details of what requirements Google makes to the sites and, accordingly, what requirements you must have to creating your website.

3.1. The site’s stylistics.

If in the early days of the internet people were attracted by bright colors nowadays discreet colors are popular. Even if you really want your site to stand out you should remember that dark letters on a light background is the most readable option. Acid colors are too sharp and a person, instead of staying at your site, will close it as fast as possible. The text font should be readable for a person of any age. In the last quarter of 2017 4 fonts were highlighted that have been popular for a long time and that are credible in the eyes of internet users:

  • Times New Roman
  • Arial
  • Georgia
  • Helvetica

3.2. The structure of the site.

It should be simple and clear. The golden rule is: a person must get to what he needs in three clicks. Complex multi-structural sites took a back seat a long time ago. Good examples are 1-page online business-cards (landings) that are becoming increasingly popular. A little tip from a pro: do not overload your site with unnecessary pages.

3.3. Photos and videos compatible with the stylistics of the site.

A big problem in creating a website is trying to fill it with low-quality or someone else’s photos and videos. Pictures that are not compressed to the needed size and not configured picture cache can increase the time the site is loading by 50 times. When you use pictures taken from stocks they may be perceived by search systems as copyright infringement, which will bring your more problems and more expenditure. Consider taking your own quality pictures of your service that will help people to trust you more and your site to occupy top positions in the search systems.

3.4. The site’s content.

Content is everything you fill your site with: description of the company, pictures of vehicles, people, streets, application forms – everything on your site is its content. It is important to understand that if you want to have a successful website the texts you post must be unique. If you take some text from another website you will automatically be 100 positions lower in the search systems than the site you took your text from. We don’t even mention moral and ethical side of such strategy.

3.5. Mobile version.

If your site doesn’t look right at any smartphone then you may consider it a dead site. You can check how your site is adapted to mobile devices using standard Google instruments.

3.6. SEO (Search Engine Optimization).

At first glance SEO of the site may seem easy and not very necessary job, however, this is not so. Just imagine that when a person uses internet and makes a search “need a vehicle” your site is the first one in this search! You have already imagined a flow of new clients and opportunities that open up to you, but not so fast. To be in the top many companies use Google context advertisement. It has its minuses. First of all, these ads will not even show on some people’s devices. Secondly, this is quite expensive, especially if your site is not up to the standards. That is why SEO is the best choice. Our advice is to hire specialists that less than in a month will fine-tune the site’s semantic core and in 2-3 months your website will climb up in the search quires.

We must warn you that SEO cannot be checked by the search engines fast. The standard time of pages indexation is about 3 months. That is why if a SEO specialist promises you to get the first place in Google search in a month, you should check his recommendations and job experience.

  1. Launching of the website.

So, the site is created and you are ready to answer millions of phone calls and add thousands of new clients to your database. But something went wrong and you are just sitting and waiting. This is not your mistake, this is not a mistake of those who created your site, this is life! We understand that when creating a site you are expecting results from the first days of its launching, but we would like to remind you that it takes 3 months for site indexation and without some additional work it is doubtful that someone will know about your website. In order for the site to work and bring results you need to dedicate time to it, but we will talk about this in one of our next articles.

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Salesforce and Google ramp up data sharing partnership for CRM marketing

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Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.

The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.

Speaking to TechCrunch, Salesforce’s VP of product marketing, said; “Now, marketers are able to deliver meaningful consumer experiences powered by the world’s number one marketing platform and the most widely adopted web analytics suite.”

Brent Leary, owner of the consulting firm CRM Essentials commented in the same TC report that the partnership is going to be “meaningful for marketers”; “The tighter integration is a big deal because a large portion of Marketing Cloud customers are Google Analytics/GA 360 customers, and this paves the way to more seamlessly see what activities are driving successful outcomes.”

The announcement follows a deal struck at the end of last year, that would see the two cloud giants pool together sales and advertising data from Salesforce’s platforms with Google’s own analytics, for clients who opted into both services.

Especially in the current climate, the phrase ‘data-sharing’ is likely to ring alarm bells, however, Salesforce assures that the platforms will not be sharing specific information about individual consumers in compliance with the GDPR update. Instead, the data shared will be metadata or aggregated reporting results.

Also announced today (June 13) at the Salesforce Connection Conference, the CRM-leader will be rolling out updates to AI software Einstein, which will include more granular segmentation and a new ‘splits’ tool, which will use machine learning to create unique, personalised journey paths for each customer.

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Instagram infringes on Youtube market, or the death of SMM

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Many people have already heard about the new Instagram feature. It will soon be possible to upload videos of up to 1 hour, and judging by the statements of the developers, this is not the limit.

Let’s remember other features that will be available on Instagram in the near future and then make a conclusion. We were told about an algorithm that will count how much time we spent reading or watching the post. The more time we spend, the more interesting this post is considered to be. Now, let’s look at the example:

We upload a 1-hour video that it almost impossible to fast forward, and write that in the end of the video there will be some very interesting and useful information. At the same time let’s upload a unique picture with a unique and interesting text. As a result, you will spend much more time on watching a video then on reading a post, but the video will not have so much useful and interesting information. In other words, this is the death of SMM as we know it today. I understand that the same was said when Facebook algorithms were changed, but in many cases it benefited both business profiles and private users. If we combine what we already know now with the additional features that will be implemented in the future, we will be able to take steps to secure our profiles.

It is still not very clear how a new video uploading feature will work, but I personally hope that this innovation will not ruin the understanding about SMM as we know it today.

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Changes in Privacy Policies

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The largest social networks and sites have tightened their privacy policy and introduced the General Data Protection Regulation (GDPR).

By May 25, every user of the Internet or social networks received a notification of changes in privacy policy. Such letters were sent by everyone, from Twitter and Uber to small online stores.

The general regulation on data protection was adopted by the European Union to unify the protection of all persons in the EU. However, the document affects not only European countries, because every service that uses data from residents of 28 EU countries needs to obey this law.

If you consider the fact that Google or Uber services, for example, are used not only by the EU countries, the policy will have to be changed for everyone. The regulation applies to any company, regardless of where it is officially registered.

For non-compliance with the rules of the GDPR, companies face considerable penalties – 20 million euros or 4% of the company’s global turnover. Smaller punishments for non-compliance with certain GDPR rules of the GDPR are also established

For companies that are not located on the territory of 28 European countries, there is a problem that comes with newly introduced regulations. Now they will have to look for a representative in the EU, who will be responsible for data protection.

Unlike the heads of companies that are now solving the problem of introducing the GDPR into their business, these rules expand the rights of users. Now users can receive the information from the company about how the data they provide are used. The GDPR also gives users the full right to prohibit the use of personal information, correct information and completely remove it from the Internet.

To be more precise, the 209-page document says that every site, social network and Internet payment systems should make the policy of collecting, processing and storing of clients’ data more transparent.

Today in the Google you can find a huge number of sites and business schools that in a short time conduct an audit of your business and help to “introduce” the Regulations. Professionals in the field of information privacy are up and running!

I this information is not enough for you, you can listen to all the regulations in a nearly 40-minute audio recording in which the former BBC announcer Peter Jefferson reads the 209-page GDPR in a very calm voice. According to the application Sleep and Meditation Calm, this calm reproduction of General Data Protection Regulations is recognized as the best cure for insomnia.

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