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The power of digital branding : what is it and why do we need it?

Do you want your site visitors to better understand who you are as a business? Then read this post on digital branding, including the concept of what and how.

When you ask, “What are the goals of your Website?”, The majority replied: “To attract more traffic and conversions, isn’t that a dream?” But do your site visitors really understand what your business is doing or what makes you different? Well, this is where digital branding comes into play. Increasing site traffic is a pointless exercise if your visitors do not know who you are, what you do, or what makes you different from others. This is one of the main reasons why traffic does not turn into a sale.

What is digital branding?

Digital branding is an understanding of your value as a business and the transfer of these values ​​to visitors to your site. But don’t worry, digital branding is not fonts, slogans, characters, images, logos or visual identification; this requires years of branding and user experience (UX) knowledge. Digital branding has powerful elements that any website owner can do.

Understanding your client’s values ​​is called your “value proposition,” and it truly surpassed the old idea of ​​unique retail outlets (USPs). As a definition, a value proposition is “a promise of value that your customers will like.” Digital branding brings this value. Many successful companies are no longer unique – they just do it better. How many websites do you visit that are not necessarily cheaper but have an excellent product offer for customers? This is an example of customer value.

Why is this important?

The importance of digital branding boils down to effectively communicating your value with your customers. Digital branding thinks about your potential customers – this traffic – and how we can tell them who we are, what makes us different and what makes us better. When a site visitor understands our business, the decision to purchase is sharply reduced. See an example below:

Immediately talk about the benefits of your business with short and clear messages. You go to the site and they reflect the benefits for you as a client and the value of the business.

As soon as we receive our “value proposition”, the time has come to tell the world, but digital branding passes by our website – it is rooted in every part of each individual marketing channel and at every point of contact with which the client interacts. On your site, it makes no sense to write that you have the “best service in the business” if this is not indicated in your paid advertisements. You must identify all the common ground of your customers, look at the messages and make sure that they are consistent in everything.

Below are some key placements that you should focus on as they set the tone for all other marketing channels.

Homepage

A great place to start is the homepage. Every day we see home pages that do not give any directions about the business; not even an idea of ​​what distinguishes them from a competitor. Turn your home page into a message about your valuable offer – make sure that each client leaves, knowing exactly what you are doing and what sets you apart from others, makes them unique and best.

Site pages

We pulled out the pages of the site from the home page because it is important to look at them in isolation. Often the page that spends the most time on it is the home page, but collectively this page does not receive most of the traffic. Imagine that we just clicked on an ad or page directly from a search engine results page (SERP), which is not your home page … will we be given a hint of your value proposition?

Newsletter

Your emails are a great place to reinforce your core values ​​for your customers. If you use marketing automation for visitors who subscribe to your emails, then use the various emails in the program to enhance your messages. It is recommended to create a “welcome letter”, which will be the first letter received by the client after registering with your mail program. Use this letter to strengthen your business.

Paid media advertising

Making a great copy of an ad is very important – it can be the difference between gaining and losing leadership or selling. A great ad will correspond to a copy of the ad on the landing page, and it makes no sense to say one thing in the ad and not repeat it on the landing page. Google AdWords, in particular, has provided marketers with tools to enhance digital branding with things such as call extensions and new enhanced advertisements. Use these tools to enhance your messages.

Metadata

Often the importance of metadata is overlooked. Sometimes it is simply created to make sure that we mark the “SEO window”. Think of metadata like this – this is the only and only piece of information that the client must choose between you and your competitor in the search results. Ranking in position 1 for your keyword does not make sense if your metadata is not customer-oriented. Treat it like a paid ad, and create posts that add value.

Digital branding and conversion optimization

Digital branding and conversion optimization (CRO) overlap. If you are new to CRO, MOZ describes it as “a systematic process to increase the proportion of site visitors who take the desired action.” How does this relate to digital branding? The goal of digital branding is to increase the likelihood that a visitor will perform the desired action. When a visitor understands your business, the probability of conversion increases.

Also Read: Top 50 Ways That Will Increase Website Traffic in 2020

CRO is extremely useful for digital branding because it allows you to test messaging through a website through A / B testing. Google has made this process even easier with the release of Google Optimize. Take the time to create A / B tests of the various messaging options for the pages of your website and find out which one is most effective. CRO stops as soon as you browse your website and go to other marketing channels. But this does not mean that the lessons from CRO cannot be applied to your other points of contact.

Conclusion

To summarize, it’s all about consistency. There should always be a consistent and holistic approach to conveying your value to visitors through all marketing channels. Stop looking at different marketing channels in isolation, because it will not only confuse potential customers, but your business will feel disconnected. Each marketing channel is the point to join, and with these tips, you will be on your way to creating a famous brand.

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Vikas December 23, 2019 0 Comments

Robots.txt file – what is it and why is it needed?

Today we will take a closer look at the robots txt file – what it is, why it is needed and how to work with it. The term robots txt is described on many sites and blogs. However, everywhere articles on this topic differ significantly from each other. But because users are confused in them, like a fish in networks. 

Robots txt file – what a terrible beast?

Robots.txt is a file. This is a standard text document saved using the UTF-8 encoding. It is created specifically for working with protocols such as:

  • https;
  • https;
  • FTP

The file carries an important function – it is needed in order to show the search robot what exactly needs to be scanned and what is closed from scanning.

All the rules, requirements, recommendations that are indicated in robots.txt are relevant only for a specific host, as well as the protocol and port number, where the file described by us is located directly.

By the way, robots.txt itself is located in the root directory and is a standard text document. Its address is https://admin.com /robots.txt., Where admin.com is the name of your site.

In other files, a special mark Byte Order Mark is put or it is also called the abbreviation for PTO. This mark is a Unicode character – it is required in order to establish a clear sequence of read information in bytes. The character code is U + FEFF.

But at the beginning of our robots.txt, sequential readability is neglected.

We note directly the technical characteristics of robots.txt. In particular, the fact that the file is a description in a BNF form deserves mention. And RFC 822 rules apply.

What exactly and how does the file process?

Reading the commands indicated in the file, search engine robots receive from the following commands for execution (one of the following):

  • scanning only individual pages – this is called partial access;
  • scanning the entire site as a whole – full access;
  • ban on scanning.

When processing the site, robots get certain answers, which may be as follows:

  • 2xx – the site was scanned successfully;
  • 3xx – the robot goes on forwarding until it succeeds in receiving another answer. In most cases, this requires five attempts in order to find an answer that will differ from 3xx. If no response is received in five attempts, a 404 error will be recorded;
  • 4xx – the robot is sure that it should scan the entire site;
  • 5xx – such an answer is regarded as a temporary server error, and scanning is prohibited. A search robot will “knock” on a file for so long until it receives an answer. At the same time, a robot from Google evaluates the correctness or incorrectness of answers. In this case, it should be said that if instead of the traditional error 404, a 5xx response is received, then in this situation the robot will process the page with the answer 404.

Robots txt file directives – for what purpose are they needed?

For example, there are situations when it is necessary to limit visits to robots:

  • pages containing personal information of the owner;
  • pages on which these or those forms for information transfer are placed;
  • site mirrors;
  • pages that display search results, etc.

How to create a robots txt file: detailed instructions

You can use virtually any text editor to create such a file, for example:

  • Notepad;
  • Notebook;
  • Sublime et al.

This “document” describes the User-agent instruction and also indicates the Disallow rule, but there are other, not so important, but necessary rules / instructions for search robots.

User-agent: to whom it is possible and to whom not

The most important part of the “document” is the User-agent. It indicates exactly which search robots should “look” at the instructions described in the file itself.

There are currently 302 robots. In order not to register each individual robot in a document personally, you must specify the entry in the file:

User-agent: *

This mark indicates that the rules in the file are oriented to all search robots.

Google has the main Googlebot search engine. In order for the rules to be designed only for it, it is necessary to write in the file:

User-agent: Googlebot_

If there is such an entry in the file, other search robots will evaluate the site materials according to their main directives, which provide for the processing of empty robots.txt.

Yandex has the main Yandex search robot and for it, the entry in the file will look like this:

User-agent: Yandex

If there is such an entry in the file, other search robots will evaluate the site materials according to their main directives, which provide for the processing of empty robots.txt.

Other special search robots

  • Googlebot-News – used to scan news posts;
  • Mediapartners-Google – specially designed for the Google AdSense service;
  • AdsBot-Google – Evaluates the overall quality of a specific landing page;
  • YandexImages – indexes Yandex pictures;
  • Googlebot-Image – for scanning images;
  • YandexMetrika – Yandex Metrik service robot;
  • YandexMedia – a robot that indexes multimedia;
  • YaDirectFetcher – Yandex.Direct robot;
  • Googlebot-Video – for indexing videos;
  • Googlebot-Mobile – created specifically for the mobile version of sites;
  • YandexDirectDyn – a robot for generating dynamic banners;
  • YandexBlogs is a blog search robot; it scans not only posts, but even comments;
  • YandexDirect – designed to analyze the content of affiliate sites of the Advertising Network. This allows you to determine the theme of each site and more efficiently select relevant ads;
  • YandexPagechecker is a micro-marking validator.

We will not list other robots, but, we repeat, there are more than 300 tons in total. Each of them is focused on certain parameters.

What is Disallow?

Disallow – indicates that it is not subject to scanning on the site. In order for the entire site to be open for scanning by search robots, you must insert an entry:

User-agent: *

Disallow:

And if you want the entire site to be closed for scanning by search robots, enter the following “command” in the file:

User-agent: *

Disallow: /

Such a “record” in the file will be relevant if the site is not yet completely ready, you plan to make changes to it, but so that in its current state it does not appear in the search results.

And a few more examples of how to register this or that command in the robots.txt file.

To prevent robots from viewing a specific folder on the site:

User-agent: *

Disallow: / papka /

 

To block a specific URL from crawling:

User-agent: *

Disallow: /private-info.html

To close a specific file from scanning:

User-agent: *

Disallow: / image / file name and its extension

To close all files of a specific resolution from scanning:

User-agent: *

Disallow: /*. extension name and $ icon (no space)

Allow – a team for guiding robots

Allow – this command gives permission to scan certain data:

  • file;
  • directives;
  • pages etc.

As an example, consider a situation where it is important that robots can only view pages that start with / catalog, and all other content on the site must be closed. The command in the robots.txt file will look like this:

User-agent: *

Allow: / catalog

Disallow: /

Host + to robots txt file or how to choose a mirror for your site

Adding the host + command to the robots txt file is one of several required tasks that you must do first. It is provided so that the search robot understands which mirror of the site is subject to indexing, and which should not be taken into account when scanning pages of the site.

Such a command will allow the robot to avoid confusion in case of detection of a mirror, and also to understand what is the main mirror of a resource – it is indicated in the robots.txt file.

At the same time, the site address is indicated without “https: //”, however, if your resource runs on HTTPS, in this case the corresponding prefix must be indicated.

This rule is written as follows:

User-agent: * (name of the search robot)

Allow: / catalog

Disallow: /

Host: site name

If the site is using HTTPS, the command will be written as follows:

User-agent: * (name of the search robot)

Allow: / catalog

Disallow: /

Host: https: // site name

Sitemap – what is it and how to work with it?

A sitemap is necessary in order to transmit information to search bots that all site URLs that are open for crawling and indexing are located at https://site.ua/sitemap.xml.

During each visit and crawl of the site, the search robot will study exactly what changes have been made to this file, thereby updating the information about the site in its database.

Here’s how to spell these “commands” in the robots.txt file:

User-agent: *

Allow: / catalog

Disallow: /

Sitemap: https://site.ua/sitemap.xml.

Crawl-delay – if the server is weak

Crawl-delay is a necessary parameter for those sites that are located on weak servers. With it, you have the opportunity to set a specific period through which pages of your resource will be loaded.

Indeed, weak servers provoke the formation of delays during access to them by search robots. Such delays are recorded in seconds.

Here is an example of how this command is written:

User-agent: *

Allow: / catalog

Disallow: /

Crawl-delay: 3

Clean-param – if it has duplicate content

Clean-param – designed to “fight” with get-parameters. This is necessary in order to exclude the possible duplication of content, which will eventually be available to search robots at various dynamic addresses. Similar addresses appear if the resource has different sortings or the like.

For example, a specific page may be available at the following addresses:

  • www.vip-site.com/foto/tele.ua?ref=page_1&tele_id=1
  • www.vip-site.com/foto/tele.ua?ref=page_2&tele_id=1
  • www.vip-site.com/foto/tele.ua?ref=page_3&tele_id=1

In a similar situation, the following command will be present in the robots.txt file:

User-agent: Yandex

Disallow:

Clean-param: ref / foto / tele.ua

In this case, the ref parameter shows where the link goes from, and therefore it is written directly at the very beginning, and only after that the rest of the address is written.

What characters are used in robots.txt

In order not to be mistaken when writing a file, you should know all the characters that are used, and also understand their meaning.

Here are the main characters:

/ – it is necessary to close something from scanning by search robots. For example, if you put / catalog / – at the beginning and at the end of a separate directory of the site, then this folder will be completely closed from scanning. If the command looks like / catalog, then all links on the site, the beginning of which is written as / catalog, will be closed on the site.

* – indicates any sequence of characters in the file and is set at the end of each rule.

For example, the entry:

User-agent: *

Disallow: /catalog/*.gif$

Such an entry says that all robots are prohibited from scanning and indexing files with the .gif extension, which are placed in the catalog site folder.

“$” – is used to introduce restrictions on the actions of the * sign. For example, you need to prohibit everything that is in the catalog folder, but you can also not prohibit URLs in which / catalog is present, you must make the following entry:

User-agent: *

Disallow: / catalog?

– “#” – this icon is intended for comments, notes that the webmaster creates for himself or other webmasters who will also work with the site. This icon prevents scanning of these comments.

The record will look like this (for example):

User-agent: *

Allow: / catalog

Disallow: /

Sitemap: https://site.ua/sitemap.xml.

instructions

Perfect robots.txt file: what is it?

Here is an example of a virtually perfect robots.txt file, which is suitable, if not for everyone, then for many sites.

User-agent: *

Disallow:

 User-agent: GoogleBot

Disallow:

Host: https: // site name

Sitemap: https: // site name / sitemap.xml.

Let’s analyze what this robots.txt file is. So, it allows you to index all the pages of the site and all the content that is posted there. It also indicates the host and site map, so search engines will see all addresses open for indexing.

In addition, recommendations for Googlebots are separately indicated.

However, you should not just copy this file for your site. Firstly, for each resource, separate rules and recommendations should be provided. They directly depend on the platform on which you created the site. Therefore, remember all the rules for filling out the file.

Other errors

  1. Errors in the file name. The name is only robots.txt, but not Robots.txt, not ROBOTS.TXT and in no other way!
  2. The User-agent rule must be filled in – you must specify either which particular robot should take it into account, or in general.
  3. The presence of extra characters.
  4. Present in the file of pages that should not be indexed.

What we learned about the robots txt file

Robots txt file – plays an important role for each individual site. In particular, it is necessary to establish certain rules for search robots, as well as promote your site, company.

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Vikas November 29, 2019 0 Comments

How to make money online from a website from scratch?

Make money online from a website scratch? A question that many have!

Many people wonder how to start your own business? But not everyone has the opportunity to immediately organize it. A profitable way to make money can be a business on the Internet using the site. How to make money online from a website from scratch ? There are many options, the main thing is that the resource actually works, and for this you need to try.

Which site can be considered profitable?

Creating a website, it should be understood that making money on the website from scratch , without putting effort, is almost impossible. You will have to work every day, and only after some time your child will begin to bear the first fruits.

In order for the site to work and have the necessary attendance, it must first of all be interesting to the visitor, have unique, useful content.

Did you know? Blogs That Sold For Millions making money online

How to make money on a website from scratch? Basic methods

Let’s consider with you the main options for making money using your own website. Among the main methods should be noted:

  • sale of goods and services through the site
  • sale of contact information
  • contextual advertising
  • posting articles on the site
  • banner advertising on the site
  • information business.

Sale of goods and services on the site

You can earn money on the site from scratch by selling a variety of goods and services over the Internet. The presented method is simple and proven over the years. You buy goods, launch the site, place ads there. Visitors choose the item they like, place an order. You send it to the customer and get your money. Everything is simple and easy, but, again, the site should attract the attention of the buyer and only then the trade will go well, and you will have a steady income.

We earn on the site from scratch by selling contact details

What does this method mean? For example, you place information on your site that will be useful for a beginning businessman, and you leave contacts of people useful to him there. These can be lawyers or people who make business plans to order. You negotiate with such people about providing them with clients, they pay you a percentage for it.

contextual advertising

Are you interested in the question of how to make money on the site from scratch ? The most prestigious today is the method of placing on its website contextual advertising. This is when the site contains links to other sites that have similar information that may be useful to the user.

Earn by posting articles on the site

With this method, you generally “kill two birds with one stone”: earn money and promote the site. The fact is that by posting articles on your site, you fill it with interesting content and attract the attention of readers.

It is necessary to be careful, as some authors create truly unique texts, while others simply take the ready-made articles to swap words, sentences and paragraphs, thus passing them off as their own. Such texts are hard to read and uninteresting. So be careful and watch what you post on your site.

Banner advertising as a way to make money

We earn on the site from scratch with the help of advertising banners! You have a website, but you have not yet decided how to earn money on it? Sell ​​it space for banners. You will be paid for showing advertising banners.

Information business

If you understand well in some area, you can record video tutorials, develop a whole course and sell them from your site. You can sell your courses or agree with a person who would like to sell your video course.

These are just a few methods by which you can make money online or from a website, You can learn more about making money online and creating sites by visiting our Free 15-day course on creating websites in Varanasi.

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Vikas March 18, 2019 0 Comments
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