What Does SEO Stand For? SEO Terms And Meanings

What Does SEO Stand For? SEO Terms And Meanings

by GingerHippo

SEO stands for “Search Engine Optimisation“. SEO is how people will find your content and website on the internet. Some people find SEO to be hard, but it isn’t. Once you understand SEO, it’s not as scary as you might think.

What Does SEO Stand For?

SEO Meaning, Definition, Tips, And Best Practices.

Table of Contents:

Let’s Define SEO

What Are The Different Types Of SEO?

SEO Tips

SEO Best Practices

SEO Terms And Meanings

Bonus Tips For Search Engine Optimization

Image source: Web Design 499

Let’s Define SEO:

 
What does SEO stand for? “SEO” is short for Search Engine Optimization. It is also a tool companies use to drive traffic to their website. Traffic is what we all want for our websites, correct?
 
According to Wikipedia. SEO “is the process of affecting the online visibility of a website’s unpaid results. This is often referred to as “natural”, “organic”, or “earned” results.”
 
What does that mean? It means that effort needs to happen, to make one website rank better than another website in search. The internet is getting more and more competitive every day. Writing a piece of content and expecting it to rank on it’s own, is a thing of the past.
 
By creating better content, and using great principles, we can rank better. Why? Because search engines want to provide the best content.

Image source: Digital Vidya

What Are The Different Types Of SEO? What It Means.

 
There are two different types of search engine optimization, being “On Page SEO” and “Off Page SEO”. We will explain each type, to help understand the importance of both.
 
On Page SEO On page SEO relates to how your content relates to other content on your website. Internal linking between pages, allows us to build authority for our entire website. Also, using external links to outside content, allows us to build credibility.
 
Off Page SEO Off page SEO refers to the efforts of trying to get others to feel your content is valuable. Sharing content on social media, is one method of off page SEO. It is also the most popular, because anyone can share content links. The second method is to get other websites to link to your content. When websites link to your content, search engines determine your content is valuable. We call this “outreach”. Outreach is when we reach out to other websites, to create a “dofollow backlink” to our content. Sometimes, this may happen without effort. Most of the time, we need to reach out to other webmasters to create this opportunity.
 
Outside of the two different types of SEO, there are many other aspects of what it means. By using the best principles, SEO drives traffic to a website. With the added traffic, opportunity to gain new customers happens, by creating solutions. By gaining new customers, more revenue happens. We all want more customers, right?
 
According to Wikipedia. SEO “is the process of affecting the online visibility of a website’s unpaid results. This is often referred to as “natural”, “organic”, or “earned” results.”
 
What does that mean? It means that effort needs to happen, to make one website rank better than another website in search. The internet is getting more and more competitive every day. Writing a piece of content and expecting it to rank on it’s own, is a thing of the past.
 
By creating better content, and using great principles, we can rank better. Why? Because search engines want to provide the best content.

Image source: PC Learnings

Let’s Look At Some SEO Tips.

What does SEO stand for, and what are some tips to maximize your website?

  1. The very first tip we want to share is something we developed in house at GingerHippo, called the “SEO Triangle of Trust”. The triangle of trust refers to the 3 main areas of SEO, being content, traffic, and backlinks.
  2. While most websites have plenty of content, they lack the backlinks to drive traffic. Some websites have backlinks, but they aren’t pointing to relevant content. Writing content using the best format, can be a tremendous tool to gain organic rankings. H-tags, meta descriptions, titles, and navigation are very important. Using a table of contents like we did in this article, can help search engines make best sense of your content.
  3. Contextual links are very important to building your authority and ranking. Internal links and external links should use context relevant to your sources.
  4. Use “dofollow links” for outgoing links in your content. After all, we want dofollow backlinks from our sources, right?

Image source: Executive Digital

Search Engine Optimization “SEO” Best Practices.

 
What does SEO stand for, in relationship to best practices?
1. Always use white hat methods in SEO. “White Hat” refers to using practices which meet a search engine’s terms of service. This means that you are following the rules. “Black Hat” SEO attempts to improve rankings in ways search engines don’t approve of. This usually involves deception.
2. Make sure people can read your content. Writing content people understand, is a key to content consumption. We recommend using a free tool “Hemingway Editor” to check your content. We also recommend writing content to a 6th grade reading level or lower.
3. Your content should add value to the reader, by solving a problem. Finding solutions to a reader’s problems, will ensure people want to read what you write.
4. Share your content on all social media platforms. We don’t get to decide which platform people use to find answers. Sharing content to all platforms, allows us to find people who are looking for our content.
5. Create unique visuals for your content. People are very visual. By creating visuals, other writer’s may use your visuals for their articles. When they give your visuals source credit, you will receive a link back to your website.
6. Start a list to add to, when other websites give you a backlink to your content. Reaching out to these websites for future content, can be very valuable.

Image source: Blogging Nectar

SEO Terms And Meanings

 
What does SEO stand for, in relationship to industry meanings? Here is a list of SEO terms and their meanings, for referencing what you hear from others.
 
301 or 301 redirect – When a URL points to a different URL. This can be useful for canonical issues. 301’s are permanent redirects.
 
302 or 302 redirect – When a URL points to a different URL, but isn’t permanent.
 
404 or 404 page not found – When someone clicks on a URL that doesn’t exist. A 404 occurs when an old URL isn’t redirected to a new URL.
 
Adwords – Google’s advertising platform. Other terms used may include CPC (cost per click), CPM (cost per thousand impressions), or PPC (pay per click).
 
Affiliate Marketing – Affiliate marketers, practices, and websites sell products from other companies. Sales produce a commission or fee.
 
Algorithm – A mathematical program search engines use. Algorithms determine which pages are best to suggest for a given search query.
 
Alt Text – A description of a graphic, or image. Alt text generally isn’t displayed to a user. Alt text is important because search engines can’t tell one picture from another. Alt text is best used to give an accurate description of the associated picture. Web browsers for visual impaired users, use alt text to define the content to their user.
 
Analytics – A program which assists in analyzing data about website usage.
 
Anchor Text – The user visible text of a link. Anchor text indicates relevancy of a referring website.
 
Authority – Authority is sometimes called “link juice”. It is the amount of trust a website has for a search query. Authority derives it’s value from related incoming links, from other authoritative sites.
 
B2B – Business to Business.
 
B2C – Business to Consumer.
 
Backlink (incoming link) – Any link into a page or website from other websites. Backlinks are always either “dofollow” or “nofollow”.
 
Black Hat – Search engine optimization tactics that don’t follow Google Webmaster Guidelines.
 
Blog – A website page with content presented in a chronological series. Most blogs use a content management system. CMS platforms allow content creation, without needing the ability to write code. Content creators for blogs, are often referred to as “bloggers”.
 
Bot (robot, spider, crawler) – A program search engines use, which indexes web content. Bots are also used in black hat SEO to scrape the internet for content. The scraped content is often used by spammers for exploitation.
 
Bounce Rate – The percentage of users who enter a site and then leave it without viewing any other pages.
 
Bread Crumbs – A defined navigation area above the main content. Bread crumbs allow users to know where they are on a website. They also allow quick navigation to categorical pages.
 
Canonical Issues (duplicate content) – When content duplicates existing content on a website. By creating “noindex” meta tags, canonical data instructs bots which content is important. This is sometimes called “cornerstone content”.
 
Cloak or Cloaking – Showing search engines a different version of content, than what a human user sees. When search engines catch cloaking, they are often banned.
 
CMS (Content Management System) – Website platforms that allow content writing. CMS platforms do not need coding skills to write content. WordPress, Joomla, Wix, and Webflow, are examples of CMS platforms.
 
Comment Spam – Posting blog comments to create a backlink to a different website.
 
Content (text, copy) – The part of a website that creates value to a visitor or reader. Content is the greatest factor for search engines, when determining search engine rankings.
 
Conversion (goal) – Completing a quantifiable goal on a website. Converting a visitor into making a decision, or taking further action.
 
Conversion Rate – Percentage of users who convert.
 
CPC (Cost Per Click) – How much a company pays an advertiser to send a single visitor to their website. This is also called direct advertising.
 
CPM (Cost Per Thousand impressions) – How much a company pays an advertiser for an ad. This is also called passive advertising. A company pays the advertiser, based on each block of 1,000 displays.
 
Crawl or Crawler (bot, spider) – When a search engine crawls a website. Using link data, the bot determines relevancy of content.
 
Directory – A site devoted to directory pages. The Yahoo directory is an example. A lot of SEO companies will create links to directory sites, for off page SEO. Directory backlinks carry less authority than contextual backlinks.
 
Dofollow – Instructing search engines to pass authority from your page, to your link source.
 
Duplicate Content – Content that relates with other existing content on a website. Duplicate content is often ignored by search engines.
 
eCommerce Site – A website devoted to retail sales.
 
Feeds – Content delivered from other sources. Feeds serve syndicated content. Aggregators use feeds to bring many different sources of content to a single place or page.
 
Frames or Framing – A design which uses two or more pieces of content in a viewing area. Bots ignore framed content, because each frame is showing two or more types of content. Users do not like framed content, because they can’t see the entire page.
 
Gateway Page (doorway page) – A website page that collects traffic, and sends it to another website. Gateway pages use practices like cloaking, which search engines frown upon.
 
Google Bowling – Trying to lower a sites rank by sending it links from bad sources.
 
Google Dance – The change in SERPs caused by an update of the Google algorithm.
 
Google Juice (trust, authority, Pagerank) – Trust from Google. Google Juice or “link juice” flows through outgoing links to other pages.
 
Googlebot – Google’s spider program.
 
Hub (expert page) – A trusted page with high quality content that links out to related pages.
 
HTML (Hyper Text Markup Language) – Directive that adds web functionality to plain text. HTML is the language of search engines.
 
Impression (page view) – The event where a user views a webpage one time.
 
Inbound link (incoming link) – Inbound links from related pages are the source of trust.
 
Index – A database of WebPages and their content used by the search engines. To add a web page to a search engine index.
 
Indexed Pages – The pages on a site indexed by search engines.
 
Keyword or Key Phrase – The word or phrase that a user enters into a search engine to find relevant content.
 
Keyword Cannibalization – The excessive reuse of the same keyword. This makes it difficult for search engines to determine which page is most relevant.
 
Keyword Density – The percentage of words on a web page which are a particular keyword. If this value is high, the page could receive penalties from search engines.
 
Keyword Research – The hard work of determining which keywords are appropriate for targeting.
 
Keyword Spam (keyword stuffing) – high keyword density.
 
Keyword Stuffing (keyword spam) – high keyword density.
 
Landing Page – The page that a user lands on when they click on a link in a SERP (Search Engine Results Pages).
 
Latent Semantic Indexing (LSI) – Search engines index associated groups of words. SEO’s refer to these same groups of words as “Long Tail Searches”. The majority of searches consist of three or more words strung together. See also “long tail”.
 
Link – An element on a web page that is clickable. Clicking a link causes the browser to jump to another page or another part of the current page.
 
Link Bait – A webpage with the purpose of attracting incoming links, often via social media.
 
Link Building – Cultivating incoming links to a site. Link building is the most valuable effort of off page SEO. Many SEO companies are only successful at on page SEO functions.
 
Link Exchange – Linking scheme often facilitated by a site devoted to directory pages. Link exchanges usually allow links to sites of low or no quality, and add no value themselves. Quality directories are usually human edited.
 
Link Farm – A group of sites which all link to each other. This is sometimes referred to as a PBN (Private Blogging Network). PBN’s and link farms send traffic from specific websites to a master website. Used to trick search engines, link farms and PBN’s are a black hat SEO tactic.
 
Link Juice (trust, authority, PagerRank)
 
Link Love – An outgoing link, which passes trust.
 
Link Partner (link exchange, reciprocal linking) – Two sites which link to each other. Search engines usually don’t see these as high value links, because of the reciprocal nature.
 
Link Popularity – A measure of the value of a site based upon the number and quality of sites that link to it.
 
Link Spam (Comment Spam) – Unwanted links. Such as those posted in user generated content like blog comments.
 
Link Text (Anchor text) – The user visible text of a link. Search engines use anchor text to state the relevancy of the referring site. Also the link to the content on a landing page. All three will share some keywords in common.
 
Long Tail – More specific search queries, often less targeted. A large percentage of all searches are long tail searches.
 
LSI (Latent Semantic Indexing) – Search engines index associated groups of words. SEO’s refer to these same groups of words as “Long Tail Searches”. The majority of searches consist of three or more words strung together.
 
Mashup – A web page which consists of single purpose software and other small programs. Mashups are quick and easy content to produce and are often popular with users, and can make good link bait. Tool collection pages are sometimes mashups.
 
META Tags – Statements within the HEAD section of an HTML page giving information about the page. META information may be in the SERPs but is not visible on the page. Also, they are the first impression users get about your page within the SERPs.
 
Metric – A standard of measurement used by analytics programs.
 
Mirror Site (masking) – An identical site at a different address. Sometimes masking happens through redirecting various URL’s.
 
Natural Search Results – The search engine results which are not sponsored, or paid for in any way. Also referred to as “Organic” search results.
 
nofollow – Instructing robots to not follow either any links on the page or the specific link.
 
noindex – instructing robots to not index the page or the specific link.
 
Non-reciprocal link – When a link is outgoing, but doesn’t receive a link in return. Search engines value non-reciprocal links the most.
 
Outlink – (outgoing link)
 
PageRank (PR) – A value between 0 and 10, assigned by the Google algorithm. PageRank quantifies link popularity and trust among other factors. While PageRank is no longer visible to the public, it is still used by Google’s algorithm.
 
Pay For Inclusion (PFI) – The practice of charging a fee to include a website in a search engine or directory.
 
PPA (Pay Per Action) – When publishers are only paid for converting traffic.
 
PPC (Pay Per Click) – Advertisers pay when a user clicks a link. Adwords is an example of PPC advertising.
 
Proprietary Method (snake oil) – A term used for vendors claiming an ability to achieve page 1 rankings. Usually claiming a method unique to their company.
 
Reciprocal Link (link exchange) – Two sites which link to each other. Search engines don’t see these as high value links, because of the reciprocal nature.
 
Redirect – Any of several methods used to change the address of a landing page. Website designers generally use redirects from old web pages to the new page design.
 
Robots.txt – A file in the root directory of a website use to control the behavior of search engine spiders.
 
ROI (Return On Investment) – One use of analytics software is to quantify return on investment. This establishes true metrics for time and money spent, versus the results.
 
Sandbox (speculative) – SEO’s debate the existence of Google pre-penalizing new websites. The belief from one side, is that Google makes a company prove itself over a period of time. Also, it being harder to rank page 1 for keywords, until a website is “out of the sandbox”. Sometimes, penalized companies get labeled as being “sandboxed” by SEO’s.
 
Scrape or Scraping Copying content from a site, often facilitated by automated bots.
 
Search Engine – a program, which searches a document or group of documents. Search engines find relevant keyword phrases and returns a list of relevant matches. Internet search engines such as Google, Bing, and Yahoo search the entire internet.
 
Search Engine Spam – Pages created to cause search engines to show less valuable results. Search Engine Optimizers are sometimes perceived as search engine Spammers. Of course in some cases they actually are.
 
SEM (search engine marketing) – SEM positions a website to achieve the best exposure. Search engine marketing uses SEO, paid listings, and other techniques.
 
SEO – Short for search engine optimization. The process of increasing the number of visitors to a website. This achieves high rank in search results. The higher a website ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results. High rank in SERPs is essential for obtaining traffic for a site.
 
SERP – Search Engine Results Page.
 
Site Map – A page or structured group of pages which link to every user accessible page on a website. Site maps improve site usability by clarifying the data structure of the site for the users. An XML sitemap is often kept in the root directory of a site to help search engine spiders to find all the site pages.
 
SMM (Social Media Marketing) – Website or brand promotion through social media.
 
SMP (Social Media Poisoning) – Techniques designed to implicate a competitor as a spammer. – For example, blog comment spamming in the name / brand of a competitor.
 
Sock Puppet – An online identity used to either hide a persons real identity. Sometimes used to establish many user profiles.
 
Social Bookmark – A form of Social Media which aggregates users bookmarks.
 
Social Media – Various online technologies used by people to share information. Blogs, wikis, forums, social bookmarking, user reviews and rating sites are examples.
 
Social Media Marketing (SMM) – Website or brand promotion through social media.
 
Spamdexing – Spamdexing modifies web pages to rank at the beginning of results. Also, to influence the category to which the page assignment in a dishonest manner.
 
Spammer – A person who uses spam to pursue a goal.
 
Spider (bot, crawler) – A specialized bot used by search engines to find and add web pages to their indexes.
 
Spider Trap – An endless loop of generated links which can “trap” a spider program. Sometimes used to prevent automated scraping or e-mail address harvesting.
 
Splash Page – Often animated, graphics pages without significant textual content. Splash pages are look flashy to humans, but look like dead ends to search engine spiders. Executed splash pages may be bad for SEO.
 
Splog Spam Blog which usually contains little if any value to humans. Often machine generated or made up of scraped content.
 
Static Page – A web page without dynamic content or variables such as session IDs in the URL. Static pages are good for SEO work in that they are friendly to search engine spiders.
 
Text Link or Contextual Link – A plain HTML link. A contextual link does not use a graphic. Receiving a contextual “dofollow” backlink, is the best form of off page SEO.
 
Time On Page – The amount of time that a user spends on one page before clicking to a different page. The longer a visitor stays on a page, determines the value of the content. This is sometimes called “dwell time”.
 
Trust Rank – A method of differentiating between valuable pages and spam. Search engines quantify link relationships from trusted human evaluated pages.
 
URL Uniform Resource Locator – Also known as a Web Address.
 
User Generated Content (UGC) – Social media, wikis, and some blogs rely on User Generated Content. One could say that Google is exploiting the entire web as UGC for an advertising venue.
 
Walled Garden – A group of pages which link to each other, but are not linked to by any other pages. A walled garden can be indexed, if it’s included in a sitemap, but it will have very low page rank.
 
Web 2.0 – Websites that encourage user interaction.
 
White Hat SEO – Techniques, which conform to best practice guidelines. White hat tactics do not attempt to “game” or manipulate SERPs.
 
Widget Small applications used on web pages to provide specific functions. Examples include a hit counter or IP address display. These programs can make good link bait.

Image source: Soho

Bonus Tips For Search Engine Optimization

 
We aren’t quite finished. We like to reward people for reading the entire article. Let’s look at some added ways to make your SEO efforts top notch.
  1. Make sure your visual content creates feeling. What does this even mean? When we write content, we are trying to create a positive response. By including the right visuals, we increase engagement.
  2. Infographics are outstanding in SEO. Infographics help people tell their story, and give credit back to you for a reward.
  3. Tell your story in a different way. Writing the exact same content as others, is a sure fire way for it to not rank or be engaging. Write your content from a different perspective.
  4. SEO is a constant effort. The same is true for websites. Building a website is like planting a tree. If you plant a tree and never water it, it will not grow. After awhile, it will even die. Search engine optimization is like the dirt surrounding your tree. It provides nutrients, which provides growth.
  5. Use a 3×3 link method. Include no more than 3 internal links, and 3 external links in your content (excluding image source links). By sticking to this rule, your page authority will grow in a more consistent manner.

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Top 5 Website Mistakes And How To Fix Them

Website Mistakes Drive Customers Away. Let’s Take A Look At Why.

by Rain Man.
We can’t all have websites as sexy and user friendly as lingscars.com. Let’s rephrase that. We should ALL have websites built better than Lingscars.com. Let’s talk about what makes the best designed websites great. We are going to use Lingscars.com as the example throughout this article.

Just Because It Has A Bad Website Design,

Doesn’t Make It A Bad Business.

  Lingscars.com can be confusing at first glance. I wasn’t sure if I wanted to chat to Ling about playing a game that could win me a “wah” mug, or lease a car. The music in the background wasn’t my personal favorite, and I was a bit confused on the language, being the company is out of the UK. We found the video where the music was coming from, halfway down the page on the right, and it was advertising a television series. The paisley sidebars are vibrant, but there is a lot of wasted digital real estate to use for more mug giveaways. So, let’s dive in and figure out what Ling could do differently, being that 11,800 people per month visit his site. His actual business is outstanding, but his digital presence is all over the place. Ling has A LOT of website mistakes.
“What separates design from art is that design is meant to be… functional.
CAMERON MOLL

5 Improvements To Make To Your Website, Today!

  Website Mistake #1 – Cluttered, confusing and not designed for mobile Using Ling’s website mistakes as the example, the site is not visually appealing, wastes a tremendous amount of space with either a lack of information or the wrong information, and generally confuses the visitor. Looking at the mobile version of the site, I can’t quite figure out where I landed, or the journey I’m about to start taking. You have only 15 total seconds to capture and engage your audience, and most people make a general decision about a company’s website in “0.5” seconds. That’s right, 1/2 second. You have just 1/2 second to make the best first impression to your visitors, then create an engaging message, over the course of the next 14 1/2 seconds. Is your initial impression to your website visitor causing them to rethink their decision to visit your website? Dressing up the imagery should give you the opportunity to keep your visitors on page, while giving them your elevator pitch of why they should want to do business with you.

1. Create A Modern Design, Which Is Full Width, And Mobile Responsive

2. Fix All Broken Links And/Or Navigation

3. Is Your Website Being Penalized For Slow Page Load Speeds?

4. Your Visitors Aren't Living A Cartoon, Nor Are They Searching For One.

5. Stop Gating Or Guarding Your Content

Website Mistake #2 – Broken Links And/Or Navigation When you are searching for a solution to a problem, or looking to purchase something from an online vendor, how likely are you to buy or make a decision after getting a “404 Page Not Found” error? Most people lose a majority of their built value in a website, when they receive a 404 error. A diligent company will ensure their links are pointing to valid pages, and constantly look for 404 errors to correct them. This one of the easiest website mistakes to fix. How often should you check your site for errors? Our recommendation is once per month for small companies, once per week for medium sized companies, and every single day for large companies.
“A website without visitors is like a ship lost in the horizon.”
DR. CHRISTOPHER DAVAGDAG
Website Mistake #3 – Is Your Website Being Penalized For Slow Page Loads? Even the best looking websites can penalize themselves for slow page loads. In an article published by Google (click here for article), mobile pages with slow load times will be penalized in search, starting in July 2018. They’ve been penalizing desktop slow page loads for a couple of years already. What we often find in the website design and SEO verticals, is our customers have paid a handsome amount of money to a graphic designer, or their friend’s sister’s husband’s nephew, to create a website for them, which may be visually appealing, but doesn’t rank well. After all, Billy just got done with a class in college that taught him the basics of web design, and he is up to the task. We hate to be the bearer of bad news, but graphic designers aren’t web designers. Each position has a place in the total outcome of a project, but their job descriptions are quite different. Website imagery should not be higher than 72 dpi (dots per inch) on a website. We use a free tool at GingerHippo that major corporations use, called TinyPNG, which allows us to minimize the file size of .png’s and .jpg’s, before uploading the imagery to a website. The lower the file size of the image, the faster it can be loaded in a browser. The smaller the file size, the better. Test your website load speeds with Google Page Insights here.

Optimizing The Image Sizes, Allows A Website To Load Faster, And Rank Better

Website Mistake #4 – Your Visitors Aren’t Living A Cartoon, Nor Are They Searching For One. We all thought cartoon animation or cartoon explainer videos were pretty cool when they first hit the scene, but the style faded faster than butterfly collars and mullets. If I am searching for how to get my dog’s nails to stop bleeding, because I trimmed them too short, I definitely don’t want to meet the cartoon dog Cliff, who is going to first reinforce why I shouldn’t have done that to begin with.
“Web design is not just about creating pretty layouts. It’s about understanding the marketing challenge behind your business.”
MOHAMED SAAD
There are approximately 3.7 billion searches every single day on the internet, and nearly 1.8 billion websites on the internet. Assuming all things are equal, and your website is going to receive it’s equal share of the internet, what do you want your 2 visitors to see, when they get to your website? Solving problems using the 3 W’s is our recommendation to all of our clients at GingerHippo, regarding the presentation of content. The 3 W’s are:
  • What is it?
  • What does it mean?
  • What does it mean to me? (the visitor)
By answering these fundamental questions in your content, visitors are likely to be more engaged, and build value. How does Ling answer the 3 W’s? All of the information is there, but it takes us longer than 15 seconds to figure out how to find it.
Website Mistake #5 – Stop Gating Or Guarding Your Content Blocking an IP address can be necessary. We understand the importance of keeping predators away, right? Or not. Definitely not. Let’s assume I really, REALLY want to see your content, but you’ve blocked my IP address. When I use a proxy IP address, which took me 10 seconds to change, I’m seeing your content. Truth be told, once I’ve reached your website with my proxy IP, I’m going to get past your gated content through your site index, but thanks for costing me an extra 15 seconds of hassle.

Let’s relate what I just said above to a customer experience. If I’m on your website to solve a problem or make a purchase, I’m probably going to give you the first piece of gating, which means a potentially bogus email address and a fake name, but I’m leaving your website on the second round, when you ask me for my job title, company, phone number, blood type, and general family medical history. When I’m ready to make a purchase, because you have built up enough value, we can discuss what information I’m willing to give you.

Do we use gating at GingerHippo and for our customers? Of course we do, but we are extremely non-predatory with our gating practices. We strive to encourage visitors to want to give us just a bit of information to provide further marketing opportunities. In a recent build we just completed for Maineville Car Wash, we asked the visitors one time for their name and email address, in exchange for giving them a coupon for a discounted wash. Are we going to market to them further? Sure we are. When a special comes along, we’ll be sure to email them directly.

The message we are trying to drive home on this step, is to provide quality content, rather than worry about the “secret sauce”. After all, we all know that McDonald’s Big Mac sauce is some variety of Thousand Island dressing, right? Uh oh… The secret is out.

Lastly, we would love to hear your thoughts about how Ling could provide a better visitor experience.

Slideshow On Getting Around Gated Information

Link to NovuHealth’s gated content – ungated: Click here

An Example Of Content Gating As A Website Mistake

Asking someone for too much information, without building value for your product or service, is a huge website mistake. If they don’t know who you are, or trust you aren’t going to sell their information on the open market, why would they give you the information? Take a look at all of the *required information that is being asked for. Wowza!

Getting Around Gated Content Successfully

Someone who wants the information badly enough, will ask their friend in a non-relevant market vertical to download it for them. If they really want to be predatory, they will ask their friend to download the email, then mark the email as junk, to increase the company or competitor’s spam rating.

Successfully Navigated Through Gated Content

In this case, all gmail, hotmail, and other POP email providers are blocked, requiring me to put in my company email. If my IP were blocked by this company, I would have called a friend, and asked them to download it for me, then email me the case study. I’m not really sure what is actually being protected here, if anything.

Here Is The Email Of The Gated Content

Other than trying to gain information regarding the value of the lead, I’m not exactly sure what the content gating is accomplishing. A somewhat interested customer wouldn’t give up all of this information to a company that hasn’t established value.

Opening The Email Sends Me Their Link To Share

After going through nearly a minute of hodge podge to get the case study, the email sends me to a link of the .PDF, which is unguarded, and allows me to share the link with others, without further gating, as I did above this slideshow. If I were a competitor of this company, I would have all of the information necessary, as soon as the information were published.
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