I have been following the location-based services industry for the past couple of months and, after various interactions with industry players and analysts, I noticed something was missing: the big picture. Every new player wants to stand out from the competition, but they often fail to develop an ecosystem to make their business model viable.
Categories / Online Experience
There are two big factors in digital marketing success: being found and being good. Being found comes down to knowing who your potential visitors are, what they’re looking for, and where they’re looking for it. By creating excellent content, optimizing your website and other online collateral, and potentially paying for visibility, you can probably check off the first box. But is driving traffic to your website really that valuable to you if all they do is take one look and then hit the back button to go off and find your competitors. Whether you’re paying attention to it or not, you are giving your visitors an experience, so you need to make sure it’s a good one. Take a look at our overview of usability and user experience and find out what it means for your business.
Error recovery is an important part of good user experience – if you can’t avoid errors altogether (and a 404 is, in some cases, completely unavoidable), then you need to make sure that it’s easy for your visitor to figure out what went wrong and how to fix it. So what does that mean for 404 pages?
One of the non-vacation things I’m doing on this trip is finalizing the agenda for the Search Insider Summit on Captiva. The sheer complexity of search was driven home as I reviewed dozens of pitches for the available slots on the agenda.
Google has rolled out instant previews for videos – just click the magnifying glass, and you can watch 4 short video segments right on the SERP. This is good for searchers: it’s like quality control before clicking through to a result. It could also be good for video producers: you could create something like a trailer for your full length video.