The definition of ‘Bolt-on’ in online marketing is additional or extra feature, part or plan that creates complications for users when they are looking for something specific. If the website is too complicated it may cause users to lose interest. The more unnecessary contents are on the page the more it may confuse a visitor. Bolt-on such as fancy images, complex graphics, info graphics, redundant links that take away users from main product can often confuse the customers and they end up leaving the site without making any purchase or taking the service.
For example we can say that a visitor read a good review about a ‘foot massager’ machine and decides to buy the product from a website. The customer could not find ‘buy now’ button and instead of it they find other related product such as face massager, back massager, hand massager or may be more information about the benefit of massage. The customer may end up to different page which they did not visit the website for. Therefore the customer may lose the interest and leave the site without buying the ‘foot massager’. A customer does not want to search all over the website to find a way to buy the product. Therefore a site needs to be simple, user friendly and less complicated where the visitor easily finds what they want and free of bolt-ons.
A landing page is an essential marketing tool for digital marketing. A landing page is simply a webpage that directs customers to a specific web page from other web pages. A Landing page can be reference based where they give the customers information about a product or service or offer. Landing page can also be transactional based or lead generation based. These types of pages collect potential customer’s information such as name, email address, phone number, residential address etc in order to contact or offer any product or services in future.
The importance and impact of landing page is huge. The potential customers may click on an advert on some other webpage and that advert directs them to a landing page where there is more information available about the product. Once the targeted audience clicks the advert and comes to the landing page, the business has greater opportunity of converting customer’s interest into a successful sale. These type of external links that direct to landing pages can be followed from many sources such as social media pages, emails, google adwords, search engine optimised adverts and others.
A micro site is an additional web page that is linked to the main website to support and add extra content to it for commercial or editorial purpose. The microsite is targeted to niche customer which is more specific and concentrated than the main page. This microsite can be used as the adjunct of the main page. In this way it gives users more information using the same keywords of the main page and increase the enhancement of visibility of the website to the search engines. Microsite is an additional page of the main website and it does not offer interactive applications. This page is only for information therefore users can not buy directly from this page. Micropage can be used for the launched of a new product or additional service. Micropage can pop up in the main page and aware visitors about certain features. So microsites can simply be defined as marketing tools to enhance more sales.
The importance of microsite in online marketing is additional keywords can be used in the microsite which can enhance the effectiveness of key words in search engines. More keywords, links and other information related to a business a website has there is more possibility of getting higher rank in search engines. Therefore more links, information, title, headlines can be generated which can be very useful for search engine optimization. Micropages also help to provide support to the main product or service, it gives more information to the users, and sometimes micropages help to collect data from users if there is subscribe to newsletter option. For all these features micropages can be really useful to the existing web pages.
Spiders or Crawlers are programmes that search out information over internet and constantly update information in the web database through the search engines on www from web pages. Spiders read the webpage contents, identify the key words and follow URLS to those web sites, collect data from webpages and save them. They index all the information that they hunt for and save in the database. When a web user searches in the internet for something the index helps to find out the information quickly.
The web crawlers or spiders play a pivotal role in search engines. As they collect all visited information and index them in right category to facilitate fast searches. For these web spiders search result come faster and accurate.
Only the visible words in the website are not the only thing that search engines consider, but also some implemented html meta tags are taken into account which are coded in the head section of html file. These meta key words which are embedded in HTML are called meta tag. Meta tags describe a web page and identify the keywords used in that page. This is the information that a web coder insert in the web pages to let the search engine know what this website is all about. Meta tags are very important to increase the likelihood of being found by search engines.
The meta description tag where the web coder write a summary of what this website is all about. The meta description code look like-
<meta name=”description” content=”The summary / short description of the website”/>
Meta keywords tag is where the web coder put all the keywords that are used in the website.
An example of meta keyword code of a travel website is given below:
<meta name=”keywords” content=”travel, tourism, NZ tourism, New Zealand resorts, hotel, motel, backpackers, queenstown, rotura, travel guide in new Zealand, holiday in new Zealand”/>