No. 17: What I can do for you as your Digital Marketer

My second academic quarter at Western Washington University is almost over – this is a sad thing. On the other hand, soon one of my best friends will be visiting me during Spring Break and we will be on a short 4-day motorcycle tour trough Washington state and explore this beautiful area. Me, on my SV650S, and him, on his rented GS1200R! Man, I waited for this!

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But before that, it’s time to sum up everything I’ve learned this quarter in Digital Marketing.

What I have learned in just 3 months

At the beginning of this quarter, I barely knew anything about Digital Marketing since I am actually a Business student with strong emphasis on Logistics, SCM and Retail. Marketing therefore was maybe not new to me, but not my major discipline.

And now, I feel confident enough to apply for an entry level position at a business which requires Digital Marketing skills. I did my extra homework, educated myself in Marketing and here I am. Not only going out of this class with a good grade, but also certified in Hootsuite (Social Media), Hubspot (Inbound Marketing), and Google Analytics IQ!

At a glance, this is what I have learned in these three months: 1) Content Marketing; engaging with customers, providing them to content they want, knowing what info they look for and give it to them, make them addicted to your source. 2) Social Media, social media relations through personal engagement, a consistent business voice, knowing the top and downs of the big 4, including their etiquette. 3) Email Marketing; calling for action at the right ends, making the most of a potential return. 4) A/B testing; just checking anything and test creative solutions. 5) Landing pages. 6) SEO, the basics of how it works and what can be done for a better result (organic and paid). 7) Basics of coding. 8) Mobile Marketing, trends and opportunities.

This Digital Marketing blog

Besides these lessons, I practiced how to blog and made a real progress (just take a look at the bottom of this blog page and you know what I mean). Writing this blog not only helped me becoming a better writer and practicing my English as a German, but also understanding Digital Marketing topics by writing about them.

Reviewing my stats for that blog I had following: 17 blog posts, more than 14.000 words, 219 views, 101 visitors. The biggest impact had my blogs last week! My blogging skills were at the max and this can be seen in the results of blog No.15 and No.16 of first week in march when I wrote about Mobile Marketing and Google Analytics IQ. These alone made 74 views and had 53 visitors. I am satisfied, this shows me that I kinda figured out how blogs should be written like and what people are looking for. In regards of Mobile and GAIQ I would assume it were the aspects of innovation and relevant news.

Why I studied Digital Marketing and how I want to make use of it

As a digital marketer, I don’t only know bunch of stuff concerning any of the mentioned topics above, but also bring lots of complementary knowledge in regards to the Logistics and Sustainability sectors. I care a lot about digital marketing as I believe that it holds the keys to future success to businesses online when it comes down to rising awareness, CSR and exchanging relevant info – this was my thought when I chose this course, because I wanted to be able to make a real difference in Digital Marketing for my future business.

I am determined to dedicate my career to social and environmental challenges. For me it is about real sustainability, meaning the promotion of life-quality, preservation of the environment and awareness-raising for a less lavish lifestyle in our societies. I dream of working for a company or an organization that accepts these challenges and encounter them with responsible economic solutions and communicates these to society (aha, Digital Marketing).

About me and Contact

My name is Karl Friedrich Holz, I am a German exchange student visiting Western Washington University for the current academic year (Sep’15-June’15). I am a Business student with a B.A. degree in Logistics & Retail. Back at my home university, the Technical University of Dortmund, I am currently enrolled in a Graduate program. Here at Western I am attending different but related courses in order to widen my horizon and to gain further important knowledge in Sustainable Studies (in economic, ecological and social regards) and Marketing.

Please feel free to contact me for any occasion, I would love to hear from you. My email is karlholz@gmx.de. Your also can visit my profiles on LinkedIn or xing.

Thank you for visiting my blog!

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No. 17: What I can do for you as your Digital Marketer

No. 16: GAIQ Google Analytics IQ Exam, what you should know and how you pass

You might be wondering now why you should care particularly about my fabulous Google Analytics Individual Qualification (GAIQ) post beside all the others out there who teach you how to pass the exam in two days or 5 easy steps, blarblarblar.

Well, I too am most currently drawn in by these posts (my test will be on Tuesday ‘fingers crossed’!) and some of them are yes, quite useful… but outdated/expired/non-relevant. The GAIQ has been updated recently around the end of ’14/early ’15. So here I am with a few recent things, summing up what I gathered. Take them as a note if you’re curious about taking the current exam in 2015.

Let’s start off with some framework-stuff:

  • There are 70 multiple choice questions
  • You need 80% in order to pass
  • You got 90 minutes, and only 90 minutes because there is NO pause anymore
  • Also, there is NO skipping questions and NO returning anymore
  • Certification is valid for 18 months
  • The test is now completely free. The test used to cost $50.
  • If you fail you can retake the test after 7 days, not 14 like how it used to be
  • The exam can now be found at https://www.google.com/partners/

Old strategies recommended to pause and/or mark questions, do some research, then come back to answer the questions later. Back then you could pause up to three times. But as you can see, these times have passed. So forget that. Some articles also say Google has made the questions harder i.e the questions are more about application of the knowledge than pure definition of terms. I can’t say anything about it, we will see.

So what am I personally doing in order to be prepared for my first try? The ‘strategy’:

  1. Watch, at least twice, each of the following: Digital Analytics Fundamentals, Google Analytics Platform Principles (you especially want to know what they talk about when it comes to Collection, Processing, Configuration, and Reporting. My Prof repeated it in class – I interpret that as a wink for the high possibility that some of it will appear), Ecommerce Analytics and Mobile App Analytics Fundamentals
  2. Watch all of the above one last time and take notes (Don’t write pages on that, I always keep things simple. Short notes stimulate your memory better than long stories)
  3. Glance over this great cheat sheet (muhah) by Blast Analytics and Marketing
  4. If you still don’t feel confident, check out this more detailed post and make check marks on what you know and brush up on your weak spots!
  5. Take the exam. But when taking the exam, have some useful tabs open with: Blast Cheat SheetURL Campaign BuilderRegular Expression ToolGoogle Analytics Help Centre, and Google Search.

This should be a good GAIQ-survival-kit which helps you through the test. But after all, it’s for you, yourself, and not about passing just for the sake of it. You want to learn something and be able to use GA, right? I guess it will be like every other exam too. If you study, you’ll be able to relax throughout the exam. And once you’re through it:

You’ll feel smarter and your clients will be happier. Good luck, bro!

No. 16: GAIQ Google Analytics IQ Exam, what you should know and how you pass

No. 15: Don’t miss out on Mobile Marketing. Also, a short intro to iBeacon “Every step you take, I’ll be watching you”♪

Mobile Marketing. Sure thing, people don’t sit just behind their desktops anymore. Today, there are many possible ways to access the Internet while being on the run, either via Laptop, Tablet or Smartphone. Since people do so, Marketing had to adapt. Presenting content according to the limitations of the different devices is one of the big tasks in that matter. You probably noticed it whenever a web-page wasn’t available in the according format and was then presented as regular desktop version in an awkward, almost hurting way, squeezed on your phone or other mobile device- like super small, with missing pictures and flash-animations, which your device couldn’t convert. Phew, but it has become better now and pages will most likely ask you, whenever you are about to access some content, if you want to read it in the ‘mobile version‘. So we have platform shifts, content shifts, and therefore Marketing shifts.

I was wondering how the usage quota of each device is distributed, luckily there is MillwardBrown’s AdReaction. They did a great job on illustrating how every country uses the different media devices and also how people multitask or react to advertisement via the different platforms. I did a comparison between Germany and the States and the last section was very interesting, it showed what people notice and how receptive they are in each country- check it out, left Germany, right USA! It’s funny, I actually can proof these conclusions based on my own experience/time I spend in both countries.

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Together with different platforms and different content comes different SEO. Our friends from MOZ had few info to share at that point. They also point out the importance of a solid mobile page these days and give tips and reasons for you why you should invest in mobile and what you can to in order to be good at it.

Here is another thing I want to talk about, because I think that this will be revolutionizing Marketing actions on our streets- Beacons. Beacons are small communication devices which work with the Bluetooth-Low-Energy technology (BLE). Almost every Smartphone today is equipped with the BLE technology and the Marketing world started to recognize it for its purpose. I wrote iBeacon in the title because it is the most recognized name for these devices (apple started first to play around with them).

Like this clip explains, Beacons can be seen as Lighthouses that communicate with BLE-receiving devices in their ranges. So imagine you would be walking close to a Starbucks store with your smartphone in your pocket; a Beacon located at the Starbucks would notice your that phone via BLE and start communicating to you via your Starbucks App. The purpose would be to attract you/remind you of Starbucks (they already do a superb job with their app by the way). A message would pop up, showing something like ‘Hey Mark, how about a coffee?’ or even more tricky ‘Hey Josh, use this code to get a 50cents discount off your coffee if you buy it now’. Beacons communicate to the apps you have installed on your smartphone and your phone converts the received signal into a personalized message; so they will really address you by your name and they probably also know which type of coffee you like most and adapt the discount-offer to that preference. Beacons allow many more improvements among Marketing and Retail. I also did research concerning its potential use in logistics (for stock-keeping and security uses for example), but this is a different story- man, I could talk hours about it. Here is a short clip about how Beacons can change the Retail in-store systems. Just imagine, you could use the same technology also for ticket purchases in your local public transportation system or car sharing. Whatever, wherever- it’s nuts! I definitely will not be surprised when I walk pass a store or a mere sign and my phone will start beeping and showing me a little message with a deal or reminder. Luckily, for ad-blocker fans and people who get easily annoyed by such things, you can simply turn your BLE off and you won’t receive these messages anymore.

No. 15: Don’t miss out on Mobile Marketing. Also, a short intro to iBeacon “Every step you take, I’ll be watching you”♪

No. 14: Paid Advertisement. Programmatic. Native. Here is what you need to know

All these new terms.. Lately, I introduced Search Engine Optimization and Paid Search to you. Now I would like to show you a bit more about what companies or small businesses can do (besides having a good search result) in order to place their advertisement/content more efficiently and generate greater traffic. With efficient I mean, having them placed as results on search engines so that they are easy to find for visitors and potential leads on one hand (that was done by SEO and the boost of Paid Search which helped to get a visible ranking in Search Machines) and on the other hand showing ads where they are relevant, on content related pages, and don’t turn into waste. Aaah, how can that be done? This is where the term programmatic comes in!

It is very hard to explain programmatic.. this video claims to easily explain an eight year old how it works, but honestly- I didn’t understand s*&t after watching it. So don’t feel bad if you also don’t get it in first place. I did some further research and try to explain it to you now!

Let’s brainstorm: How should a business know where/on which sites their ads would have the greatest impact? Also, there always might be pages which were not considered by the business as opportunities to place its ads, but where the buyer persona/the optimal customers actually spend a lot time on. There is no way for a business to know all the content related pages where their content or ads would make sense. It would be so much work to find the relevant ad spaces and keep them up to date. But this is how things worked out in the past, similar to stock exchanges. Back then, you called your ‘broker‘, told him what you were looking for/how the perfect spot for your ad would look like, and he would call you back soonish with what he got. Now listen old sport, today all this happens within less than a second, without human negotiations, manual insertion orders and all the other bureaucracy stuff. Programmatic advertisement allows you as the business to set up a profile with your perfect ad space/ad environment (categories can be size, format, page category, interests profile of customers who shall see the adad, and more). Then, once the profile is up, let the machine do the rest and send it find ad spaces that are interesting for you- it’s faster and it’s cheaper than the old way! But robots replacing people also has it’s disadvantages. It can happen that you have your ad placed on a page which you wanted to avoid, think of a fisherman goods commercial on the sea sheppard page, outch- so be careful when setting up your profile. A machine doesn’t make sophisticated decissions and knows the ideas of a campaign, it follows its algorithms and brings solutions. So be aware of what exactly you tell the machine to look for, just as a side note.

The job isn’t done once the machine delivers all the results of where you can place your ads. How do you get the permission, what does it take to place the ad on the space? It is similar to what we talked about in Paid Search. Here comes real-time bidding and programmatic ad buying. Real-time bidding/RTB is a category of programmatic ad buying. RTB happens in real-time auctions, just like in Paid Search, but programmatic buying also allows advertisers to reserve ad spots from contractor sites. This would be called programmatic direct. RTB however happens everytime you open a page, in less than a second (real-time haha..) Your browser history/cookies represent your profile which deliver the base of what your interests are. In the second you open a page, advertisements based on your interests will pop up. Exactly, it can be the same page opened by two individuals from different computers/origins, showing the same content but different ads around it. What actually happened is that in less of that one second, a bidding determined which ad would be shown to you. Each ad provider placed a specific bidding amount for different relation cases. The higher the relation between your profile and the ad is, the more likely this ad will pop up, as long as the bidding amount of the provider is also higher than the ones of the competitors.

One super important thing.. everything said about Programmatic is absolutely useless as soon as one clears the browser history/cookies every other day or uses ad-blocker. Programmatic has no power over this one. Good that the majority doesn’t do such things, right? Also, in close future programmatic might be practiced not only in the internet, but also in TV!

Native was the other expression. Native, the term was a little confusing for me as a foreigner, because it doesn’t mean native in the sense of native tribes, native language speakers and such. Native is a form of internet advertising which aims to attract users by providing content. The content is very similar to the actual offer, which is already known by the user. It is the goal to place the content in a way, that it is not recognized as advertisement but supplementary information to a product. This is done in order to communicate to the user without being to insisting. Typical examples for Native are Advertorials, Viral Marketing campaigns and Content Marketing. The big problem with Native is that users often cannot differ anymore between content that comes from he company or a third party. In the examples of blogs, content might be either from a third party user who is specialized in the field of the current topic, but it also could be the company itself blogging about its product to highlighten it. The result is a general distrust of users, when it is not obvious by whom the conent was delivered; if it is advertisement or neutral content that should support the buying decission. There are many ways to do advertisement wrong, and especially when a business uses customer opinions for their advertisement, they should make sure to communicate it clearly. Customers always should be able to say right away if the content is from the business or somebody else.

No. 14: Paid Advertisement. Programmatic. Native. Here is what you need to know

No. 13: Coding. How little it takes to make you a better Marketer and a better guy in the eyes of your IT friends.

It is cruel, a scene of horror and sadness when people try to write something on the web. I don’t mean e-mails or blogs, I talk about writing codes in order to build or edit a page or program. Depending on each and everyone’s skill-level it can easily take up to hours to do something. In most cases, it is about little tasks like editing a format or replacing something somewhere different, which is actually relatively easy.

Basically, learning how to code is like learning a new language. You don’t need to be the Master in it, but already a little knowledge can do miracles. Imagine yourself being in.. yeah Germany(!) and you’re spending your holidays there. Wouldn’t it be nice if you could talk a little German, just so that you can ask for directions, order a beer and have some nice and charming conversations with the locals? You would have good times, better than alternatively getting lost somewhere, just pointing something on the menu and hoping for the best, and calling your German friend Karl every other time to ask him how to say ‘I would like to hang out with the locals, what are places you guys go out to in the evenings?’ You would be independent, you would feel successful, you would have so much more fun, and Karl would have time to mind his own stuff. (by the way just if you wonder, it would be ‘Ich wuerde gerne mit den Leuten von hier abhaengen, wohin geht ihr abends so aus?’)

Learning what numbers and symbols mean and what they cause when they are stringed together in sentences isn’t too hard to learn and it allows you to communicate better with the world around you. Therefore, getting familiar with the basics of HTML and other programming languages is always a good idea. As I said, smaller things like adjustments to layouts or change of font size can be good enough, this already safes a big amount of your and other’s time and effort. Also, imagine you work in a smaller company or even a startup that’s too small to have programmers. There you could be the guy who walks in like ‘yeah I’m a Digital Marketer, and oh I know how to dance with programming languages.’ Employed. You are the Digital Marketer+

If you browse the web, you will find many possible ways to learn the basics of coding. One I would like to introduce is the codeacademy.com. There you can learn HTML, CSS, JavaScript, Python and more. Each programming language has it’s purpose. Personally I would say you would have the greatest take-away with understanding HMTL a bit. Because HMTL knowledge does not only allow you as a Digital Marketer to write and edit codes, but also to do better work in SEO (by reading the html version) and Analytics. What I enjoyed about Code Academy is that they actually break programming languages down to their different areas. Just like how you’d learn a language in school. Vocabulary, then Grammar, little exercises majoring in difficulty etc. You learn which part of your code is responsible for which outcome and how you can modify it. The rules and exceptions, it is easy to grasp.

Another thing I would like to talk about briefly is this. Moore’s Law! According to that article, things are about to get really weird. Until now, our computers are running on electricity, using the binary systems. Now scientists came up with alternative methods of modern computing, for the case that we hit the point where our current computer systems cannot be designed any smaller and more efficient anymore. So here are some things which are introduced on Moore’s Law: Chemical Computing, Wetware Computing, Fluidic Computing, and Ternary Computing. In all cases it appears to move further to biological systems/life-forms, where progresses are made by the exchange of chemicals in fluids or reactions caused by chemicals. Comparable to neuro-biology. My imagination kicks in and I started wondering again ‘what if all living beings on earth, including plants and so are actually a result of alien computers. I mean, we are like computers, working on the exchange of chemicals and their reactions. Super computers..’

No. 13: Coding. How little it takes to make you a better Marketer and a better guy in the eyes of your IT friends.

No. 12: Boost your Search Ranking with “Paid Search”

In last session I wrote a lot about how search engines work and what one can do in order to optimize the own ranking in the search results of other people. Briefly, it was about providing good content, link-building, using the right keywords and using the right language. As a result on the one hand, search engines could read your sites and evaluate/rank these based on what they could read, but on the other hand also people would appreciate the good content you provide and recommend/linking that to their business circles, friends and family.

Let’s talk about competition and how many want to be ranked first as search engine results. Because the amount of related sites in the web is high. Sooo high, that it is almost impossible to maintain a good ranking unless one spends big efforts into keeping everything up to date, and this in a entertaining/attracting way with high value, and keeping all the fundamentals of search engines in mind which finally evaluate your pages- better than the others, always. Well, I would barely make it to give good content after defining my buyer’s persona, doing big research on my leads and their interests, and keeping myself updated on what’s going on in my business field. Then I would rush, hoping to be one of the first who provide that content and take a leading position. But then knowing all the search engine details and adapting my stuff to that. ‘Oh boy, there must be something easier, which also safes me some time.. yes, I would be even willing to pay for that.’ – ‘Well, I could do something for you, how much were you willing to pay you said?’-google

Yeah, search engine providers allow you to boost your site and rank it higher in the results in addition to your efforts, just for a little pocket money. ‘Paid Search’ is the term for this principle. HubSpot, who else, provided this little e-book with the Beginner’s Guide to Paid-Search.

What we talked about so far can be summarized under the key-term ‘organic search’ engine results. In organic search results it depends on your hard effort as the page-owner, on how you do on gaining search results and natural ranking determined by the search engine algorithms. ‘Paid search’ instead allows you to pay a fee to have your site displayed higher on the search results when someone types in specific keywords or phrases to the search engine.

As you probably recognized, there are different spots where searches are displayed in the results. Organic search results are usually listed big on the main area of the result page. The paid search results are placed as advertisements beside those in smaller blocks, and those who pay most get some designated spots above the organic results. According to HubSpot, the click distribution lies by 70% organic and 30% paid results. So is paid search ineffective? No, paid search is a great option if you are not ranking well in the search engines with organic search alone (remember, competition is high and you might not have the capacity of dealing with SEO all time). It is an extremely powerful tool and a valuable asset for enhancing your company’s online presence. Here are some reasons why one should run paid search campaigns!

But please: Paid search is no replacement for organic search and should only be used to compliment other online strategies! People will still bounce off or not deal with your page if you don’t try to provide the content they look for, and this in a good way.

Let me give you a brief overview about how paid search works. As I mentioned, you pay in order to get a advertisement spot for your page in the search engine results. These results appear when the searcher types in specific keywords that you forwarded to your search engine provider. But how do we pay the search engine provider? In Google AdWords for example it works with Pay-Per-Click (PPC). That means that you get charged every time someone actively clicks on the advertisement located in the google search results (you probably have noticed the colored boxed around the main results). This is far better than just getting charged for the advertisement which would be seen by many, but only accessed by few. The placement of your ad depends on how much you pay, it’s an auction style- those who pay most get the premium spots. But beside the bid, it also depends on the quality, calculated by an algorithm, which represents the score of relevance of your ads with the keywords people type into the search box. As a result, it might happen that somebody who pays less gets placed on a better advertisement spot, because he/she has a more qualitative content.

So, paid search is a good bonus to organic search and can be seen as a kind of insurance that your content will be accessed (just thought about comparing it with a car insurance.. if you drive really good/have good content, you theoretically don’t need an insurance, because you are aware and adapt good to your environment/people’s interest. But because one can be wrong anytime in a blink of a second, you might want the insurance to be on the safe side. But having an insurance doesn’t mean that you can drive recklessly/don’t care of your content, because then also the insurance won’t help you out anymore. Somehow comparable with paid search, makes sense? maybe..)

No. 12: Boost your Search Ranking with “Paid Search”

No. 11: Search Engine Optimization (SEO) at a Glance

Well, most people know what a search engine is, “ya, it’s google, and bing and yahoo too!”. These search engines are most commonly used whenever somebody accesses the World Wide Web with the attempt to either do something (purchasing or communicating), learn something (educating), or to get somewhere (looking up a specific page without knowing the exact URL). (Thanks for the lesson, HubSpot!)

It appears so natural, since everybody does it- but ask yourself, do you know how the ‘Web’ is actually set up and how these processes work? I didn’t. What I learned from MOZ’s Guide to SEO is that the web basically is a really big collection of pages/files which are accessible through a complex set of hyperlinks. These hyperlinks allow users and search engines to navigate their way around the web to discover new content. Now comes the horror- before search engines existed, the only way to find your way around the web was to type in the exact address of the page you wanted (Remember phone books? Yeah, you would need the same thing for URLs if Search Engines didn’t exist. haha.. no wonder that the first one was invented shortly after the Web was published to the normal folks).

During the early 90’s the first search engines were developed and soon many commercial engines followed up. The number of webpages and users had grown to the point where discovering the content you were looking for simply was no longer manageable via a centralized list. (Google itself started in 1996 and was originally called BackRub. It was the first search engine to realize the power and potential of links as a signal of trust and authority.. “what the..”-“later, just wait man!”)

Search Engines do 3 things: Crawling, Indexing, and Ranking.

  • Crawling – This is the process that search engines use to discover new content. They have special programs that visit web pages and follow the links on them to find new pages (these programs are mostly referred as ‘spiders’ or ‘crawlers’.. makes it easy to grasp. Spiders walk along the web, always looking for what might have landed on it.)
  • Indexing – The search engines maintain a copy of the content of all web pages they have visited. This index is stored on a large collection of computers, in such a manner that it can be searched through very rapidly (oh my god, I can’t even imagine how much that is. My brain would probably explode if I would only know 0,01% of that amount).
  • Ranking – This is the area of search engines that SEO is most concerned with. When a user performs a search on any search engine, the engine needs a ‘recipe’ (known as analgorithm) it can use to evaluate the pages in its index to determine which are most relevant, and thus determine in which position (rank) they are returned to the user.

Google-Matt here on Youtube gives an awesome introduction to these processes. Kinda mind-blowing.

Now we are consent about what the web is and what search engines do. Talking about optimization, SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines. Why would you want to raise traffic? We had that: traffic → popularity and leads → potential customers → business success. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. But do not forget: SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too. In the end, it’s all about content. If the content of a page is good, people will refer to it and the page will be ranked higher on the search engine results.

So how does Ranking work and can it be improved? Luckily, popularity and relevance of pages aren’t determined manually. Instead, the engines employ mathematical algorithms to sort the diamonds from the stones, and then to rank the diamonds in order of quality (popularity). These algorithms often comprise hundreds of variables. In the search marketing field, we refer to them as “ranking factors.” Moz crafted a resource specifically on this subject: Search Engine Ranking Factors.

As one can see from that List of factors, Links and therefore Link-Building plays an enormous role in Ranking (besides coding-language and a bunch of keywords which I first assumed). Game-changer!

What is Link-Building? According to MOZ, Link building is the process of acquiring links from other websites to your own. As we know now, search engines use links to crawl the web; they will crawl the links between the individual pages on your website, and they will crawl the links between entire websites. Credibility is achieved and proofed by having other websites than your linking bad to your site. There are two major ways to achieve that. 1) connecting and interacting with industry related site-providers and build bridges/relations, or 2) just producing great content. As we know from earlier sessions, good content has high chances to be shared by people, in other words they generate links from your page to other pages. Search Engine consider content that is shared by people automatically as valuable. (Why would someone recommend a restaurant which isn’t good, right? That’s what I meant earlier by saying “links as a signal of trust and authority”.)

Yo, we managed it successfully to.. well no, we merely scratched the surface of search engines and their optimization. It is a very interesting topic and there is definitely a lot to learn and talk about. I hope you enjoyed the talk about the principles. I will continue my research and go back to the web. Or like the maker’s of TRON would call it: the grid (I liked that movie, virtual bikes are far more stylish than crawlers or spiders. But wait, wasn’t TRON taking place on a hard-drive.. or was it the web? Hmm, anyways..). See ya!

No. 11: Search Engine Optimization (SEO) at a Glance