Monthly Archives: November 2013

Check If Your Website Is Competing With Itself

We all know how competition can bring out the best within us, but then, when the online marketers compete, they put in a bit more effort to improve quality, add more relevance to the campaign and connect with their potential visitors. However, the last thing that they want is to compete against their own website! The unintended act of pulling the target audience in more than one direction is termed as web or digital marketing cannibalization whereby the marketers fail to provide a distinct path to the visitors which can guide them to fulfill their goal but ends up in ruining their own results. Mentioned below are few of the flaws that lead to web marketing cannibalization.

Facebook, Google+, Twitter, Pinterest etc. – Social Cannibals

Social CannibalsSocial signals are important, but then, the social networks, instead of sending traffic to the website, might just be pulling your potential buyers away. When a visitor clicks on that social media icon in your site to ‘connect’ with you, it actually hampers the traffic statistics as they leave your website, go away from your products or services page and farther away from the lead generation form or shopping cart.

Webmasters can never think their websites to be perfect without having implemented the social media buttons. But they should actually realize why they want their visitors to go to their Facebook page? Does that in any way help their business? No, it does not. Connecting to businesses’ Facebook page actually helps the visitors to know about the company’s services, upcoming events and latest offers but it does not influence conversion.

If you have a social media plan strategized, you should go ahead and add the social media icon in your site. However, it is wise to keep it subtle in a proper position (recommended: footer). You need not go for visual prominence with all those bright colors or fancy icons.

Video Embedment- YouTube Cannibal

YouTube Cannibal

When the webmasters are linking its content to YouTube video, they are actually sending the visitors to the site that probably won’t send them back! Simply put, embedding YouTube video content, in most of the time, eats up conversions, especially if the video is ranking.

According to survey conducted with 95 companies having YouTube content which had some 900 million views, the click-through rate from YouTube to those company websites was just 0.72%. YouTube is very good at keeping their visitors and rarely offers referral traffic. YouTube being a giant and the second most popular search engine, it needs the webmasters to formulate a dynamic YouTube strategy, or else host the videos elsewhere. Using Vimeo or Viddler for hosting the video content can be viable.

Pages Competing with Each Other – Key phrase Cannibals

Wikipedia Internal linking Example

Wikipedia Internal linking Example

Ideally, the pages in the website must pin-point on specific topics and generally, the sitemap is designed with visitors and key-phrases in mind. It is the internal linking that guides a visitor from one page to the next.

 

keyword phrase stuffing and bad backlinks

Keyword Stuffing

Thus, if the webmasters fail to select specific phrases or target more than one key phrase per page, the relevance of the page will get diluted. Unarguably, it is always better to rank on page one of Google for a single phrase than to rank on page two or three for several key phrases.

So, if you are targeting more than one keyword per page, you are actually nibbling away your own search traffic. It is imperative to focus on the keyword usage on a page more distinctly and avoid keyphrase overlapping.

Simple Tips to Avoid Web Marketing Cannibalization

Here are some of the best principles to follow to avoid web marketing cannibalization:

  • You should always look to steer the audience from social networks to your site, not vice versa.
  • Unless you have an extensive YouTube optimization strategy, you must aim to keep video viewers on your site and away from YouTube.
  • Have a distinct call-to-action for each page.
  • Focus on a single keyphrase for each webpage.

Remember, the end goal of your marketing effort is converting the prospective leads into potential clients, so avoid including those elements in the site that would eat away your traffic.

Why Responsive Web Design is So Important?

Responsive design is the buzzing trend in the web design industry. The term ‘Responsive Design’ was first used by Ethan Marcotte. The entire idea of Responsive web design revolves around creating a site that would automatically adjust its layout as per the size and screen resolution of the device such as Smartphones or Tablet PCs.Responsive Web Design Services