Customer loyalty comes in a variety of flavors.
For instance, there’s legacy loyalty: the brands you grew up with, the ones your family has trusted, are brands you’re likely to remain connected to as an adult and pass on as a household name for the next generation.
There’s habitual loyalty, like always stopping in at the same coffee place before work simply because it’s on your way and has a drive-through window. If a new business opened up with slightly better prices, better coffee, or a shorter wait at the window, you could be tempted away from your mainstay.
And at the far end of the spectrum, there are the brands that court a strong following of niche customers who are not only loyal, but consistently and personally engaged, even advocating for their favorite products out of their own enthusiastic interest.
In the first part of our discussion on SEO, we broke down the anatomy of a search engine results page, the appearance of different kinds of search results, some of the things search engines are and aren’t looking for, and how to begin thinking about implementing SEO into your own site. This installment will focus on defining our keyword phrases (or “thesis”) based on an understanding of the SEO food chain.
Average click-through rates on display ads reflect a digitally savvy public that has learned to ignore or distrust them. Native advertising could prove an effective way of re-engaging that audience.
The last 15 years of Internet history have been a constant push-pull of online advertisers finding new ways to get their message in front of more eyeballs, and those eyeballs glazing over as users learned to ignore, avoid, or even block as many ads as possible. The result has been dubbed “banner blindness.”
Search engines act as a portal to the rest of the Internet – all 4 billion pages (and counting) of it. Getting found amid the crowd requires a careful blend of art and science commonly known as Search Engine Optimization, or SEO.
In this guide, I intend to introduce you to what it is we’re talking about when we talk about SEO, and some of the things search engines are and aren’t looking for on each page of your website.