CHAPTER 2Your Website
Search engine optimization and other digital marketing channels are reliant on a brand's website, so it's important that you think about your website as the centerpiece to your program.
Why Your Website Is Critical
The benefits of a website cannot be overstated. From a search engine optimization perspective, a website is the critical piece to strong business performance. Many brands neglect their website from many different areas or fail to properly monetize and optimize their website to rank well. A website can provide many brand and marketing benefits.
Improves Search Engine Rankings
A website can provide search engine rankings, which are comprised of web pages and content from websites. A brand's website gives them an opportunity to dictate what search engine rankings say and how high that content ranks. A strong website can help you boost the number of search rankings a brand ranks for and thereby the amount of traffic it can collect. The more quality rankings you have in search engine results, the better your free traffic levels will be.
Communicates Brand
A website allows brands to tell their story and describe their products and the benefits of their offerings. Once a user enters a brand's website universe, the user is taken through a brand experience that communicates what the brand is about, what it offers, and how it could help the user. Also, the user learns what products or promotions the brand offers as well as answers to any questions ...
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