Web Design Trends 2017 – Part 2

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New Navigation Patterns

Navigation does not have to be glued to the top of the design. From hidden or pop-out styles to navigation on the side or bottom of the pages, it is trendy to move the menu. (As long as the placement is still quite obvious.)

When considering a change to navigation styles, think about user patterns. Is the nav easy to find and does it work in a manner that users will understand intuitively? If so, go for it. If not, rethink the idea.

More Tactile Design

Web design is rooted in physical things. It started with Material Design and the development of more tactile planes and layering of objects. This interface trend is expanding to the visuals as well.

Designers are much more rooted in reality. This includes images, rather than illustrations, and plenty of elements that feel like the user can reach out and touch them. The images are more natural as well, featuring elements that are made from materials found in nature and crafted into usable objects.

Neutral Color Palettes

Tactile principles will carry over into color palettes as well. While the last two years have been some of the most colorful we have seen in web design that is going to shift to a more natural, neutral set of hues.

Look for more greens, beiges and muted tones in projects. Color palettes will be derived from the natural world and have less of a bold, bright, almost-neon look to them.

Wearables Influence the Web

Small design will influence everything else. Very much in the way a mobile-first design mentality has impacted the way all websites work, a wearable-first approach will most specifically impact app design. (You’ll want your app to work on a phone or a watch, right?)

This influence will likely change the look and complexity of some mobile apps. We might see larger typography and more minimal styles emerge. With so many users opting to buy wearables of some sort and wanting those interactions to replicate on other devices, this method of design is destined to happen sooner rather than later.

Custom Typography

Big, bold lettering never goes out of style. It is one of those trends that seems to just get better and better. Thanks to a growing number of web fonts and compatibility, more designers are taking typography risks with more novelty and interesting typefaces.

It’s a win for the design and a win for users that are likely tiring of the same few sans serifs that seem to dominate design projects. From vintage type styles to retro looks to completely custom typefaces, designers need to think about how to add flair with type to create visual interest.

Just keep in mind, cool lettering still needs to be readable. So whether you are pairing it with an image or as stand-alone artwork, make sure users can understand exactly what you are trying to say at a glance.

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Methods of adding CSS to HTML

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There is more than one way to add a Cascading Style Sheet (CSS) to your HTML document. In this short tutorial I will explain the strengths and weaknesses of the four main methods.

Linking to a separate CSS file          

This is the most common method of attaching CSS rules to an HTML document. With this method all of your style rules are contained in a single text file that is saved with the .CSS extension. This file is saved on your server and you link to it directly from each HTML file. The link is just a simple line of HTML that you put in the <head> section of your HTML document, it looks like this:

<link rel=”stylesheet” type=”text/css” href=”mystyles.css” media=”screen” />

Make sure you include the correct path to your CSS file in the href. If the CSS file is in the same folder as your HTML file then no path is required (like the example above) but if it’s saved in a folder, then specify it like this href=”foldername/mystyles.css”. The media parameter specifies when the CSS rules are to be used. “screen” indicates for use on the computer screen. If you specify “print” then the rules will only be followed when the page is printed. You can include multiple CSS files if required.

Embedding CSS into the HTML

You can also embed CSS rules directly into any HTML page. To do this you need to add the following code to the <head> of your HTML document:

<style media=”screen” type=”text/css”>

Add style rules here

</style>

All of your CSS rules go between the style tags. As before, the media can be “screen” for your computer screen or “print” for printing.

The disadvantage with this approach is the styles must be downloaded every time someone visits the page, this can cause a slightly slower browsing experience. However there are a few advantages. Because the CSS is part of the HTML document, the whole page exists as just one file. This can be useful if you are sending the page to someone via email or if it will be used as a template such as a blogger template. I use this method on my liquid-layout demos so when people view the source of the page they can see the HTML and the CSS code together. Another advantage of using this method is with dynamic content. If you are using a database to generate the page content you can also generate dynamic styles at the same time. Blogger does this – it dynamically inserts the colours for headings and other elements into the CSS rules embedded in the page. This allows users to change these colours from an admin page without actually editing the CSS in their blog templates.

Adding Inline CSS to HTML tags

Style rules can also be added directly to any HTML element. To do this you simply add a style parameter to the element and enter your style rules as the value. Here is an example of a heading with red text and a black background:

<h2 style=”color:red;background:black;”>This is a red heading with a black background</h2>

This is not a good method to use because it will bloat your HTML and make website maintenance a real headache. However it can be useful in some situations. One example could be if you are using a system where you don’t have access to the CSS file – simply add your style rules directly to the elements instead.

Importing a CSS file from within CSS

Another interesting way to add CSS to a HTML page is with the import rule. This lets us attach a new CSS file from within CSS itself. Let’s look at an example of how this is done then I will show a practical example of when you might use this method. To import a new CSS file from within CSS simply use the following rule:

@import “newstyles.css”;

Just change “newstyles” to the name of your CSS file and be sure to include the correct path to the file too. Remember the path is relative to the current CSS file that we are in, if the CSS is embedded into the HTML page then the path is relative to the HTML file.

Let’s imagine we have a 1000 page website and we link to a CSS file from every page on the site. Now let’s imagine we want to add a second CSS file to all of those pages. We could edit all 1000 HTML files and add a second CSS link or a much better way would be to import the second CSS file from within the first file. We just saved ourselves many hours of work!

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Web Design Trends 2017 – Part 1

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Gradients

Missing from the design landscape for a few years, gradients are making a major comeback. But the look of the color blurring technique has shifted.

In the last round of gradients, there were subtle variations throughout the design. Apple’s iOS icons were a prime example. Now, gradients are big, bold and use plenty of color.

The most popular usage is a two color gradient overlay on photos. (This technique can look absolutely amazing!) It’s a great option to switch up your look or to make a less-than-interesting photo a little more intriguing. You can also use a gradient background to draw the eye when you don’t have other imagery to work with.

Video with Sound

People are becoming more accustomed to watching videos – from short bits of YouTube to movies – on their devices. Websites can mimic this cinematic experience as well with a full-on video with sound display on the homepage. (It does not have to be auto-play to be effective.)

Proceed with caution. Include an option to toggle sound off and on, because not all users will appreciate it. The content needs to be so stellar that users will demand sound as part of the experience. (This is a trend that can be tough to pull off but can work beautifully if you have the right video and sound content combination.)

Virtual Reality (Almost)

Virtual Reality will likely be the most talked about design element of 2017. With more devices on the market – and at affordable price points – VR is going to be big. Gamers will probably get the most out of VR initially, but it could definitely reach into marketing and other applications.

You’ll need to be ready to design for it. But moreover, you need to be ready to create virtual reality experiences that don’t require a headset. This includes website designs with 360-degree video and other highly interactive experiences with three-dimensional effects.

Anything that takes interaction to the next level will have that VR feel and be perfectly on-trend.

Even More Parallax

Parallax scrolling effects were a big trend in 2016 and designers have only gotten cleverer with these mouse-based movements. That trend will continue with more impressive – and fancier parallax effects.

Look for parallax effects that move up, rather than down, and movements that capture a much more layered design. The key to almost every design trend in 2017 is that touch of reality and parallax will be no exception. The more real the movement looks on the screen, the more users will want it.

Super Simple Homepages

More designs will start to strip away the type heavy homepage styles that have been popular for a while. More designers are opting for design that feature only a word or two on the first screen of the design.

And before you worry about SEO, these pages are often packed with plenty of information below the scroll. This is a great example of how user habits are changing web design as a whole. Thanks to plenty of scrolling on mobile websites, users are scrolling more on websites regardless of device. This makes it easier to design a light, airy hero area and pack the design with content on the scroll.

Here’s the trick: Just make sure to give users enough in this simple design to make them want more so that they will engage in scrolling behaviors.

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How Often Should You Update

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How Often Should You Update or Rebuild Your Website

Deciding whether to update, redesign or reengineer your site should depend entirely on your business goals, objectives and economic considerations, rather than on some superficial time frame pulled out of thin air. We asked him to explain.

Q: Why would I redesign the look and feel of my website but not rebuild it?

A: A variety of factors can make a redesign worth considering, but here are several that almost always require an update. You’ve got new branding and color standards, and you need to make sure your new look extends to your website. Your bounce rates are extremely high, meaning people visit but few convert; a well-thought-out redesign can turn this around. Or your business has grown, and plans call for new products and services; your site’s design may need to reflect that change. Last, your customers complain about your site, claiming that it looks outdated or doesn’t work well.

Q: What developments might require me to reengineer my website from scratch?

A: The most important one is if your current site doesn’t adapt to mobile device screens. Fixing this is an absolute must in today’s mobile-driven world. Another would be if your site was originally built using Flash: Apple’s iPads and iPhones don’t support Flash. That’s reason enough to rebuild, but there’s another reason: Flash can slow your site down.

Anyone in your company should be able to learn and use your content management system (CMS) to update your site. You shouldn’t have to hire a programmer to make simple changes and fixes. Along those same lines of keeping things simple: If your site takes forever to load, you need to reengineer the backend. Nobody puts up with long waits anymore.

Q: Should I invite my customers to be part of the redesign process?

A: Yes! Customer opinion and feedback give you the kind of insights that convert visitors into customers. Start by asking what they think of your proposed design and if it appeals to them. Then ask about the problem they’re looking to solve and if the information they need access to is easy to find in the new design. After you relaunch the site, ask them again if they like it. If they say no, address their concerns through incremental design enhancements, which your new site should allow you to do without starting over.

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Create APositive Reputation

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Create a Positive Reputation Before Anything Negative Happens

One way to manage your reputation is to make sure you have as much positive press as possible. When the internet is flooded with positive news stories about you, negative ones do not seem to matter as much. Many of them will be drowned out by the positive press while others will be disregarded by readers due to the abundance of encouraging news.

In order to build your positive reputation you need to claim all your online profiles. By this I mean you need to create a Facebook page, Twitter handle, Crunchbase profile, and more. You need to sign up with every website that allows you to create a profile. It is also recommended that you purchase your branded domain name.

Another great way to build a positive online reputation is to start blogging. Bloggers can create a positive reputation and become known as experts or authorities in their field. Search Engine Journal has a great guide to reputation management blogging, laying out the steps you can use to help build your online reputation.

Pushing Down Negative Content                                                                                                                

One of the best ways to remove negative information is to push it down the search results. Things that wind up on page 2 of Google are rarely seen by those using the search engine. As such, you can effectively “remove” negative content simply by pushing it down Google pages.

The way to push negative content down is to outrank it with positive content. You will need to conduct media outreach in order to do so. Getting yourself mentioned and linked from high authority websites will help with the process. Simply find out the domain authority of the website you want to push down. Then, try to land featured articles in publications with a higher domain authority.

Wikipedia seems to be at the top of the list for people wanting to manage their online reputation as it has a high domain authority and will help push down negative content. However, experts recommend not using Wikipedia as a reputation management tool. The reasons are simple. If you create a Wikipedia page and there is negative information about you available online, it will ultimately be added to the page and actually cause negative articles to creep back to the top of the search engines.

Online reputation management is synonymous with SEO. There are many SEO techniques to avoid and you need to keep this in mind when trying to push down negative content. Make sure to optimize content properly so that it will outrank the negative content you are trying to get rid of.

Final Thoughts

So basically there are two methods of online reputation. The first, and most important, is to have a positive reputation in the first place. The second is more of “reputation repair” in which you try to suppress negative content. Anyone with an online presence should be aware of these methods in order to maintain a positive perception and be able to rebuild if someone tries to disparage you.

If you have any online reputation management suggestions I’d love to hear about them in the comments below.

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Establish AndOwn Your Online Reputation

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Online Reputation Management

Establish and Own Your Online Reputation

Control your Search Engine Results Page (SERP) with best practices in SEO.

  • Maintain as much property as possible on the first page for all your keywords. This is where we find having a comprehensive online strategy in place can be the most helpful.  This can include press releases, your own site pages, your blog, and potentially other extensions to your online brand.
  • Keep your eyes focused on great online communication while also staying abreast of ever-changing search engine algorithms. We have learned that time and again the strategies that work the best are just solid marketing communications versus trying to leverage the latest tactic. The long-term strategies are the ones that always win out.
  • Monitor your analytics and search engine reporting daily for upturns, downturns and identify long-term trends.

These trends can help you adjust your strategy to accommodate your consumers’ wants and needs.

Stay Socially Active Online.  Engagement is key. Promote your brand with a constant and constantly growing online presence. Use a blog, Facebook, Twitter, LinkedIn, Google+, YouTube and press releases to engage consumers with regular updates and timely responses to your followers on all social media platforms.

Be creative in your approach for maximum engagement.  This is probably the most difficult part of the entire strategy because you really have to dig deep to determine what is going to work best for you and your brand.  What works for a retail business is probably not going to work for a B2B focused business.  There are some common themes that you may want to consider.  Host contests. Encourage followers to share videos or photos that demonstrate how they used your product and how it worked for them. Consider event sponsorship and partnerships worth promoting. Most importantly, an active blog does wonders to perk up a static website.

The blog’s domain name should reflect your brand. Content should provide professional, brand consistent information about your company and its products, trends in the industry, success stories and available support. Incorporate videos and images into your website and social media, and make your topics relevant to trending news whenever possible.

Maintain a Dynamic PR Strategy

“Unique” gets noticed. Fresh, informative content on a consistent basis is key to keeping your online reputation heading in a positive direction. Revisit your PR and social media plans on a regular basis, using reliable analytics to adjust your strategy when necessary. Always “Expect nothing. Be ready for anything.”

Create a Crisis Strategy

Do not wait for the bottom to drop out before outlining a strategy to handle issues with the potential to damage your reputation. Your first line of defense is to minimize the damage.

Create a supportive and encouraging environment for your employees. They will respond by providing good customer service. Happy, thriving employees will support your brand at the most critical moment—when customer meets company. It is wise to train your team in the use of social media tools, the benefits of social media and the caution required when responding on any social media outlet.

Monitor Website and Social Media Activity Around the Clock

Technology can fail at any time, in any capacity. It is wise to have a back-up system that alerts you to website failure and viruses as well as social media glitches. When something occurs that affects your

community’s ability to access information, you need to respond quickly and effectively.

As you can imagine, technology issues are often much easier to repair than negative perceptions of your company and product.

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Online Reputation Management Service

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“Online reputation management.” Even if you’ve never heard this phrase before, you probably have a good sense of what it means. The first part (“online reputation”) is easier than ever for you or anyone else to find — just search for your camp’s name in Google.

Finding your online reputation is easy due to two main factors:

  1. Google is smarter than ever before. It features search results based on local factors, can autocomplete user’s searches while they type (called “Google Instant”), and tirelessly crawls the massive number of social networking sites now available.
  2. Local review pages and social networking sites have made it easier than ever for customers and staff (current or former) to rant or rave about your camp online.

The second part of that phrase (“management”) can seem overwhelming. “Management” poses a lot of questions: How can you manage what other people say about you online? Should you respond to negative comments you find? What do you do if these negative comments rank high in the search results for your camp’s name?

ORM trends and statistics reveal how effective it can be for your business reputation.

  • 90 percent customers reveal that positive reviews are often a decisive factor for purchase.
  • 65 percent internet users rely on online search as the most trusted information bank about companies, people etc.
  • 85 percent buyers use the internet to research before buying anything.
  • 79 percent consumers depend on both personal recommendation as well as online reviews.
  • 58 percent of the Fortune 500 executives opine that ORM should be a core part of every company’s marketing strategy and branding objective.
  • 84 percent marketers believe that developing trust would be the key focus area of future marketing trends and campaigns.

People often draw a comparison between SEO and ORM. ORM includes some aspects of SEO, but unlike SEO, the aim for ORM is not to increase visibility. ORM is often required to tackle the aspects bringing negativity and bad publicity to the brand. To counter this, various strategies of ORM are implemented. Moreover, ORMis a long term activity that works to improve the overall online image of your brand/company in a sustained manner.

Let’s discuss in detail about online reputation management and how it can help in improving your SEO efforts.

 

ORM works by placing positive results that boost the brand image on the top of search engine results. These results can be leveraged for a consistent and good brand reputation. ORM strategy is designed with the proper understanding of search engines and algorithms.Making a fool proof ORM strategy is a tedious process. Results can be achieved the way you want if you follow the aspects discussed below:

  • Identify the Aspects Damaging Your Image: Several websites and social media accounts might intentionally or unintentionally ruin your reputation. You need to identify all these aspects and work out measures to keep your website away from such issues with the use of correct key search phrases.
  • Use the Right Tools: Using some of the best ORM tools can help to keep business reputation positive. Some of the best ORM tools include Radian6, Reputation Defender, Sentiment Metrics, Visible, Attention etc. Choose the one that suits your purpose the most.
  • Right SEO: Pay special attention to aspects like content marketing, press releases, etc. to have search engine results that depict a positive brand image. Ensure that you have a team of experts that can do everything you need to keep your brand value maintained. Ward off negative feedback, complaints and bad publicity with well-planned SEO and ORM activities.

 

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Free Steps For Facebook Retargeting Campaign

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Simple Steps to Create a Facebook Retargeting Campaign

When you’re ready to set up your Facebook retargeting campaign, just follow these five simple steps. Note that these instructions assume that you already have a Facebook account for business ads.

  1. Log in to your Facebook Ads Manager and select Audiences

You’ll find Audiences in the dropdown menu when you click on Business Manager at the top left-hand side of the screen.

  1. Click on Create Audience and select Custom Audiences

Again, you’ll find Create Audience at the top left on your screen. For retargeting, we’re going to select Custom Audience, which will allow us to set up a campaign that reaches people who visited a website.

  1. Select Website Traffic

You have some options here, but for retargeting, we’re going to focus on website traffic so that we’re reaching the people who got to your site.

  1. Select your target audience from the dropdown menu

You’ll be taken to a screen, as seen below, that allows you to create your audience. You have the option of targeting the following:

  1. Anyone who visits your website
  2. People who visit specific pages
  3. People visiting specific web pages but not others
  4. People who haven’t visited in a certain amount of time
  5. Custom combination

 

  1. Get your pixel code and place it on your website

If you don’t already have pixel (tracking) code on your website, you’ll need it in order to start retargeting.

What is pixel code? It’s the code that you’ll need to put on your website to track visitors. Why is it called pixel code? The code will place a tiny 1×1 pixel on your website that is transparent and can’t be seen. It allows the visitors to your site to be tracked. By knowing they’ve seen the pixel, you know they’ve been to a particular page of your website or have taken a particular action.

Here’s how to get the code: In your Audiences section of Ads Manager, you’ll find your new retargeting campaign. Select it, and then click on Actions and click View Panel in the dropdown menu, as you see below.

Making your retargeting campaigns successful

In order to get the most out of your retargeting campaigns you’ll have to make sure that you’re getting your audience’s attention, and giving them a good reason to get back into your purchase funnel.

Start by planning your campaign! What is it that you want to do? Do you want to retarget those who got to the purchase page, but didn’t go any further? Maybe someone checked out a certain pair of shoes on your website, but didn’t make a purchase. You could retarget these folks with an ad offering a discount, or free shipping.

Once you know what to do, create an ad that will catch the eye of your audience and get their attention. The ad below does a good job of both, and it offers a discount – a great reason to return to Amazon and make that purchase!

 

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Google AdWords Part – I

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AdWords is Google’s pay-per-click platform displayed on the very top and bottom of Google’s search results. It generates approximately 20% of all clicks in a given search query (percentage is an estimate and not officially disclosed by Google) from all results, both paid and organic. In a different page, we delve into what it takes to build a great AdWords campaign structure.

AdWords is considered the most effective inbound marketing channel, which is when the user is looking for us. Outbound marketing, on the other hand, is when we are looking for the prospective customer and do so by sending letters, postcards or advertising in social media channels. Inbound marketing, in most cases, yields a greater return on investment than outbound channels.

Google matches the search query with the keywords present in the AdWords’ advertiser keyword pool. If a match is found, Google will run an algorithm aimed at determining relevance and quality, also known as the keyword quality score, alongside the bid placed by the advertiser. Since there is only room for up to four adverts on top of the search results and up to two below them, the algorithm will determine which 6 keywords have the highest quality score. AdWords will then place their corresponding text ads in the search results page accordingly.

The user has now an option – or better yet, up to 17 in the first page. 4 ads on the very top, followed by 10 organic results followed by up to three additional text ads on the bottom of the search results page. If Google deems the search query to have local intent, a map with up to three local results will be placed in between the top ads and the ten organic results. Although no official percentages have been disclosed, it is estimated that up to 20% of all Google users click on the text ads, 35% do so on the local results whenever present, and the remaining 45% click on one of the organic results. Given how completive are many industries, ranking in one of the ten organic results is many times a lengthy and arduous process. Google AdWords provides for an immediate solution since the text ad can rank on top of them as soon as campaigns are created.

Finally… this someone visits the website and gets to buy

When a user clicks on an ad, s/he is redirected to the advertiser’s website and is now a potential lead who can buy the product or service the advertiser has to offer. When this happens, and if the cost of the clicks that take for a user to buy is less than the product’s price tag minus the margin, the advertiser has a positive return on the investment.

To sum up, Google AdWords makes for an excellent channel to drive more traffic and acquire more users for all companies, big and small. It is important to optimize the Google AdWords campaigns to ensure a positive return on the investment.

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WHAT IS REPUTATION MANAGEMENT

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The reputation management definition can be separated into three different categories. Obviously, it is managing the reputation of a company, but it can be for a company of any size, whether it is a larger company who wants to self-promote, or a just-established company which wants to get its name out there. With the help of Brick Marketing, you can use any of these types of reputation management:

  • Building – This type of reputation management has to do with building the reputation for a business that is just getting started. It includes building a good reputation to maintaining it for your business.
  • Maintenance – Reputation management meant to just keep a company’s good image superior in the public eye is called maintenance. This is meant for companies that are already established, and have a good reputation already.
  • Recovery – If your business has gotten a bad reputation for any reason, then the recovery portion of reputation management is for you. Brick Marketing works to hide the bad reputation with good marketing and self-promotion.
  • Online Reputation Management is a very labor intensive process. Any approach that is subtle and yet effective will take time, at least three months, before any progress is really seen. This includes many different strategies, which include social media such as:
  • Blogging – Blogs that are updated every day
  • Directory listings – Listing a website in directories using optimized keywords
  • Direct reviews – Hiring someone to write good reviews of the company on websites
  • Online publicity – Syndicated article writing, links, and banners
  • Social networking – Posting pages on MySpace.com and Facebook.

Every plan should define reputation management, but it should also be unique to your business. What works for one company may not work for a different one, so be sure to keep your mind open, and accept that with a customized plan of attack, your reputation management will take some time to come to fruition.

Here are some of the tools and services associated with ORM:

  • Reputation strategy: A well thought out strategy is the first step in conducting an effective ORM plan. After all, it’s difficult to end up where you want to be if you don’t have a map for getting there.
  • Social media monitoring: The things that are said online about you or your company matter. It’s nearly impossible to monitor all social media mentions on your own though, which is why many turn to monitoring software to scan social media pages for mentions and reply as needed.
  • Search engine monitoring and protecting search results: The first few links—even the first few pages—that come up when someone searches for you hold a lot of weight when it comes to your image.
  • Review management: According to a 2016 consumer review study, 90% of consumers will read less than 10 reviews before making their ultimate decision about whether to use a business’s services or not. It’s crucial to track and respond to your reviews. Fortunately, there are tools that can help.
  • Webpage removal: There are a lot of websites out there that attempt to do you harm. Some of them make serious efforts to destroy companies who are on the receiving end of negative reviews, and they’re often the first pages that will come up when someone searches for you.
  • Wikipedia monitoring and editing: If the entire web encompasses the story that is told about your or your business, Wikipedia is sort of like the bio on the back page, holding the power to keep someone from opening your book at all.
  • AutoComplete editing: Google AutoComplete is the tool that finishes your sentences in search boxes. If someone searches your name and AutoComplete pulls up the term “complaints” or “scam” or “bad reviews,” it’s probably the first place a searcher will go.

 

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