Link Building:
a primary part of
Internet
Marketing – Link building typically
identifies, qualifies, and then pursues
the best link opportunities in your
industry. This may include free, paid or
reciprocal links. A link building
campaign generally includes the
following two parts:
- Search Engine &
Directory Submissions
Web properties are generally grouped
in search engines, directories or
other relevant and targeted sites.
- Linking Campaign
Request and/or purchase links for
direct 'in-bound links' (IBL's) or
reciprocal links (both parties link
to each other). Links are typically
gained from partners and suppliers,
or purchased (essentially like
purchasing a text advertising spot).
Quality assurance
requires human involvement with each
final identified potential opportunity.
The end result is more communication
points with your targeted community
providing inbound traffic and a
favorable link network that boosts your
online importance.
Local Navigation (Sub
Navigation): Local navigation changes
between content areas, allowing users to
browse within a content area, such as
products or services. Local navigation
is necessary when an area is important,
complicated, or contains a lot of
content. Local navigation should be
consistent within an area, but it may
vary from area to area. It is important
that the local navigation reflect the
needs of the current section, while
working in a consistent manner so users
do not have to learn a new system for
each area of the site.
Local navigation often
provides links to the "local home page"
of a section and "sibling pages" (i.e.
overview section
landing page, or pages on the same
level of the hierarchy). Ecommerce sites
often do this by allowing users to see
the product hierarchy or classification.
Well-done local navigation can keep
users from having to "pogo stick" back
and forth from an index page to all of
its lower-level pages by making all of
the options available from every page.
Like global navigation, it can also use
position indicators to show users where
they are in relation to the other
content that is near-by.
Landing page: The
specific Web page that a visitor
ultimately reaches after clicking a
search engine listing. Marketers attempt
to improve conversion rates by testing
various landing page creative, which
encompasses the entire user experience
including navigation, layout and copy.
Local search:
Capability of search engines to limit
search results to particular
geographical area. Examples of local
search sites include:
-
Google Local
-
Citysearch
-
Yellowpages
-
Superpages
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