Ashley Mullings

There are many social media platforms to choose from, and for any startup company (or established company), it can be a daunting process to decide which platform is right for the business. “Most people and companies can't be amazing on every platform; that takes a huge amount of bandwidth and resources. Instead of having a sub-par representation in a lot of places, be awesome on a few of them.” (Source: Levy ). A company should not have an account on every existing social media platform unless those platforms will truly help the company meet the business’s objectives and goals. Companies should strategically decide which social media platforms will be the right fit, based on a few factors.   Where Do the Customers Live? A company should establish a presence on the platforms that their customers use the most. This starts with through market research and gaining a true understanding of the target audience.” When you know your target audience’s age, occupation, income, interest...

Someone lands on a landing page or website – this is step one of generating more website traffic. But after visitors land on the website, what’s next? Having visitors click-through a website keeps visitors engaged and, on the website for a longer period of time. Keeping visitors on the website for a longer period of time, can lead to increased interest in the content and potentially generating a new lead or customer. “CTR is a metric that is used to analyze emails, web pages and online search result pages (Google, Bing, Yahoo etc). CTR is normally used to measure the success of marketing efforts” (Source:  Optimizely ). Measuring the click-through is an important metric to measure if you would like to see how visitors are navigating through content on the website. According to Google, a click-through rate is “a ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing” (Source: ...

After a website is up and running, the next stage is to increase the online presence. One way to strengthen a website’s online authority is through link building. Link building is creating a flow of links to navigate through a website and it is also having other websites link back to the website as well. If other websites are linking back to a website, especially around a specific topic, it will increase the authority of the website for that specific topic. “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” (Source: Moogan .). How Does Link Building Affect Web Analytics? To track the success of any link building strategy, there is one metric to keep in mind: Referrer. “An ‘http referrer’, often simply referred to as the ‘referrer’, is any source online that drives visits and visitors to your website…Whenever someone visits your site, one of the pieces of i...