What is Website Taxonomy?

What is Website Taxonomy?

Website taxonomy is how website content is classified, organized, connected, and related. Good website taxonomy presents content to your users and search engines that makes it accessible, findable, and purposeful. To take website taxonomy one step further, it should also structure your content so that related content is connected, making it easier for users and search engines to find relevant information.

When you’re able to create purposeful and logical relationships across website content, you’re giving meaning, authority, and relevance to your entire content. This helps establish your website in the eyes of search engines and users as the go-to resource for your niche.

You want to buy a new pair of running shoes. You visit a website that sells shoes. You click around the website and after 15 minutes, you give up. You can’t find any running shoes. You’re super frustrated because you know this website sells running shoes, but you just can’t find what you want.

This is an example of bad website taxonomy. The content you’re looking for is there, but because of the website’s design, categorization, and content hierarchy – you can’t find what you’re looking for. Read more

What is SEO?

What is SEO?

Search Engine Optimization (SEO) is the specialized approach that supports your website in standing out from the rest of the crowd.

With the right SEO components and strategy, your website can rank higher in the Search Engine Results Page.

SEO goes beyond keywords to include page formatting, website layout, content structure, links, image tags, and more.

Pretty cool isn’t it? With one specialized approach you can do wonders for your website and your digital presence. In fact, our definition makes SEO sound rather simple. Hint: we’ve made it sound simple because when you know something inside and out (like we do SEO and digital marketing) it’s easy to explain it in simple terms. Read more

How to Use Content to Differentiate Your Brand

How to Use Content to Differentiate Your Brand

Think of your favorite brands and why these brands are important to you. Think of how these brands appeal to you emotionally. Yes, your running shoes, car, blender, sunglasses, and your favorite hoodie all mean something more to you than simply being utilitarian objects.

You buy and prefer these brands because they appeal to your sensibilities and how you see (or want to be seen) yourself. Now, we’re not going to dig into the psychology of why people buy and respond to specific brands, but suffice it to say – it all comes down to good content.

You need to build this same connection with your customers. And the best way to do this is with good content. More specifically, you need to take advantage of user-generated content. Now, don’t freak out here – you’ve likely got user-generated content working for you already, we just want to turn up the volume on how you use this special content. Read more

What Is Vertical Search Optimization?

Which Vertical Search Engines Matter?

Quick, open a webpage and in the URL field, type SEO, and click Enter. Magically, you get a long list of Google search engine results about SEO. Now, take a look at the headings below the search box: All, News, Images, Videos, Maps, More: Shopping, Books, Flights, Finance, and Personal. Do us a favor and click More -> Books – now you’ve got a narrowed down list of search engine results about SEO books.

Congratulations – you’ve just completed a vertical search. See what you did here – you started with a broad topic (horizontal) and narrowed it down to a specific area or niche (vertical).

Now, don’t worry if this is the first time you’ve heard about vertical search and vertical search optimization. You’re not alone. Most Internet users, website owners, and companies don’t know anything about vertical search. This isn’t your fault. It all comes down to how we learned how to search for information on the Internet. Read more

Artificial Intelligence and Machine Learning: What Does It All Mean For Marketing?

Artificial Intelligence and Machine Learning: What Does It All Mean For Marketing?

You launch Netflix and bingo there is a list of curated movies and television shows that you’re immediately interested in. You open Facebook and wham you see news articles that reflect your opinions and beliefs. You visit your favorite cooking website and zing you see ads for the cookbooks you just added to your Amazon wish list.

Wow, the Internet is so smart. It seems to know exactly what you want when you want it. This is truly impressive. You assume this must all be thanks to that artificial intelligence (AI) and machine learning (ML) you’ve heard about. Well, yes, in part it’s thanks to our friends AI and ML, but this smart Internet is a still dependent on humans.

Humans, like us at Know Agency who do the research, analysis, content creation, and creative work. AI and ML are making a huge difference in what the Internet knows and doesn’t know about your likes, dislikes, habits, wants, and recent spending spree – but the Internet still needs humans to make it all come together. Read more