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Icarus the Dog

Hi I’m Icarus!

The Story of a Few Weeks After My Adoption

I was found abandoned on the streets when Mohawk Humane Society of Menands, NY rescued me.  I was adopted by my mom in late August 2015 when I was only three months old! My calls me “Icarus” and I have been having fun adventures ever since!

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When Mom first brought me home I was nervous but excited! There were so many new smells to smell and toys to play with.  There was even a neighbor dog named Willy that I could play with!

Soon after I was brought home I started to not feel very well, I got something called Kennel Cough.  It’s like a doggie cold/flu and it is very contagious! Mom had to bring me to the Vet to get medicine to make me feel better, and after about a week I felt much better!

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I also had to be put in the cone of shame because I kept itching my belly.  It was very itchy because I got something called “fixed”.  I hated it! Sometimes I don’t understand why Mom make me do these things but I forgive her because she is only human.

I’m also a very smart boy.  I learned how to use the potty outside, and sit and lay down all in a few weeks!  I love my home and my new humans!

To learn more about the place where I was adopted from visit their webpage:Mohawk Humane Society

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How to Market Yourself on Linkedin

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Linked in is an professional social network that people use to build their professional network, upload resumes and search and apply for jobs online.  Linkedin is a very popular website that is now used by millions of job seekers and employers and is an excellent source to use in today’s modern age.   It is perhaps of even more use to recent college graduates who are looking for their first real jobs and are unsure of where to start.  Linkedin is a great way to kick off your professional career and explore professional job offers.   For these reasons it is important that your Linkedin profile is up to snuff. The following are some tips and tricks to get your profile recognized by other professionals in your field.

  1. Professional Profile Picture

    Leave your selfies and filters to Instagram, you want something more professional looking here.  It is best to use a professionally took head shot, if you do not have one of these you could contact a photography major friend and see if they will take one for you for cheap.   If you don’t have this available to you try and explore other users pictures on Linkedin and try your best to recreate one yourself.  Wear something professional, use appropriate lighting and make sure the angle of the photo is straight on.

2. Profile Summary

You may not think that this is necessary on your page, but believe it or not employers will be looking at it when they are assessing if they want to hire you or not.  You should think of this space as something similar to a cover letter. If you do no know how to write a cover letter, this link will help give you an idea of what employers will be looking for here.  With most cover letters, you customize certain parts of it to the job you are applying for.  However, here you want to keep it a little more generalized as you are not actually sending this summary to any employer in particular.

3. Join Alumni and/or Related Networks

Linkedin is not only a website for individual profiles, they also have group pages that you can join.  Most colleges have Alumni networks that you can join, when you join you will be given access to content that is only available to members, such as alumni profiles, and job opportunities.  You can view members profiles to see what kind of jobs they have now which can be useful for determining where you can go in the field.  This also allows you to connect with alum’s which can expand your professional network.

4. Listing Relevant Skills and Getting Endorsements

Use the skills section to list skills that are relevant to the field you are either in or are looking to enter.  For example, if you are a management major, listing Leadership as a skill is a good idea.  After you list skills ask your connections for endorsements.  Endorsements are when people click the check mark next to that skill to confirm that you are indeed apt in that area.  A way to get these is to offer endorsements for endorsements with your connections.  This lets employers know that there are people who think you are talented in specific areas and are almost like a mini reference.

5.  Keeping it to the Point

While it is important to sell yourself in your resume, you don’t want to make it too long.  Most employers do not thoroughly read your resume/profile and instead skim for keywords that they are looking for. For this reason it is important to trim the fat from your resume and not make it too long, as it may bore and deter potential employers.  Using bullet points for job descriptions is a popular method for listing job responsibilities and is an easy way to keep your resume to the point.

 

The following is a link to my profile, while it could use a few improvements, It is an all star profile so it is a good reference point for others when developing their profile:here

Email Marketing

If you own an online store, email marketing is an essential for your business.   By sending emails to your customer base informing of them of promotions and sales, it helps customers become more active on your website without actually having to visit your website for updates.  When a customer signs up for a businesses email program, they usually get at least weekly updates on that particular business.

As an example, I will be using two emails that I have received from Sephora, a makeup and perfume retailer, because I signed up for their email program.

The reason I signed up for Sephora’s email program is because I made a purchase online and was prompted to sign up for it.  I usually get emails from them every three days, I’ve only opened up about one email from them after being signed up for their program for about a month now.   The subject line of the email was “Before they are gone! Your new holy grail of products!”, this made me curious about what they were referring to, so I opened it.

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The call to action makes me think that I have a limited time to get some sort of deal.  The email definitely informs me about some new products that they are selling, but I didn’t see anywhere in the email that they were only offering them for a certain amount of time.  Because of this, I did not click on any links. Also none of the products they were showing me are products that I would normally buy, so they did not interest me.

The second email had a subject line “Watch: How to get a holographic glow”.  I clicked on this because I recently purchased a highlighter, which is what this email is referencing.  When I opened it, the email goes on to show highlighters that they are currently selling, and a video that shows someone using it.  This email seems more relevant to its title than the last which is good.   I did not click on anything because I already have a highlighter that I am happy with and am not looking to buy a new one any time soon.

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Both of these emails have so much content that I could actually not include it all in these screenshots.  While the content is of high quality, I almost wish there was less of it because I am a little overwhelmed by everything they are showing me and don’t know where to focus my attention.  I think the first email was sent to the entire database, because it was very general and basically was showing me their spring line of skin products.  However, I think the second email was directly segmented towards me because I recently purchased a highlighter,  like I mentioned before.

I think these emails accomplished part of its goal.  I opened the emails and I am now aware of products they are selling that I didn’t know they were selling before. However I didn’t click on anything or go to their website which I’m sure that they wanted.

I think the next email they should send should involve some sort of sale they are having.  Most of the time when I open an email and click on a link within it, It’s because it will say something along the lines of “save 30% off!” and when I feel like I am getting a deal, I am more likely to purchase something.

Analysis of petsmart.com

This week we are going to take this blog in a different direction and analyze the success of petsmart.com.  Petsmart is a very popular pet retailer in america along with Petco. The store generates most of its revenue out of its brick and mortar locations, however customers can buy supplies from their website as well.  We will determine how well their website is doing by  looking at its traffic, conversion and revenue maximization.

Traffic:

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Without traffic to a website, a website is basically pointless.  The whole point of making a website is to share your context across the web.  When you are a retail website your purpose is to not only do this but make a profit which would be impossible to do without people visiting your page.  According to similarweb.com Petsmart has expierenced a steady decline in traffic since december, but is slightly above its six month average.

The above graph breaks Petsmart’s traffic down into different categories.  As you can see petsmart receives most of its traffic from searches at 53%, second from direct traffic (this is by typing petsmart into your browser or using a bookmark to navigate to it), and thirdly from referrals from other websites by way of hyperlink.

If Petsmart wanted to increase its traffic it may want to focus on increasing its referrals both paid and unpaid from other websites.

Conversion:

 

Conversion is a rate that is calculated by how many people buy a product from a webpage per visitor.  Conversion can be improved in various ways.  Sales or promotions offered on the website can pull or encourage customers to buy a product.  For example petsmart right now has a promotion for 20% your first order. You can also sign up for petsmarts email program which keeps you up to date on future sales and sends coupons to customers to encourage them to buy.

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Revenue can be maximized in several different ways.One way is like the picture shows above, to suggest items that go with the item you are looking at.  I searched for a hamster cage, and petsmart.com is suggesting hamster bedding and food to go along with it.  This is good because it increases the chance of a customer buying more than one item or buying at all.  Petsmart could also consider a rewards or loyalty program similar to Amazon.com to keep their customers loyal to their site.

This was done for Professor Pepe’s digital marketing class the following is a link to his blog: https://marketingbyprofessorpepe.wordpress.com/

On-site SEO Ranking Analysis

This weeks topic is all about SEO ranking, so let’s dive right into it. There are different ways you can optimize your site to appear on the first page of a google search and thus getting more page views. The following criteria is important to consider  when so that your website can reach its page view potential:relevance, traffic, competition, and your current ranking.

One of the first things to consider when optimizing your webpage is to pick relevant keywords.

Keywords

Selecting relevant keywords is important because keywords are part of what Google uses to rank and search for your page, and keywords reflect what an average user would type into Google to search for a particular page. To begin you first want to choose keywords that are related to your product/service/theme/topic.  Once you have these selected you can use a tool called Google Keyword Planner.  This tool will suggest different keywords that are similar to ones you are already using in your site that you can implement.  Google will also show about how many clicks per month these keywords typically get which will give you a better idea of which are most effective. If you are a small website/company long-tail keywords, they are multi-word phrases that are more specific.  If you are a larger website you will want to choose more popular keywords that are searched for more frequently to try and appear on the first page of a search. The reason I would want to use long-tail keywords for my page to appear in a search is because I would not stand a chance against bigger companies if I typed something like “Puppies” into the google search bar to appear on the first page.

If you are a multi page website it is also important to map your keywords.  This means to use appropriate keywords for each individual page of your website in order to bring in traffic.  You want to use very broad keywords on your homepage, and use more specific keywords on other corresponding pages by topic, subtopic, and sub subtopic, each getting more specific as you go down the line. The reason you would do this is because this will allow google search to give you a higher rating.

URL

The words in your URL also determine relevance by Google standards. Since this is the case, your #1 keyword should be included somewhere in your URL.  So for example if you had a website like https://mohawkhumane.org/ a site for a animal humane society that adopts out rescued pets, they should have adoption, or humane society included somewhere in their URL.

Title Tag

Title tag is also another important item that is considered when it comes to relevance. A title tag is the words that you see when you hover over a tab that is open in your browser. It is also shown on the google search page when someone successfully searches for your webpage.

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When determining the title tag it is important to create the most relevant keyword phrase for SEO.

Header Tags

Next, header tags are important to Google when determining the rank of your website.  <h1> is the html code for the largest header possible, which is considered to have the highest level of imporantnce to google.  You can go down the line to <h2> and <h3> and so on, which will decrease the size of the text on your page to a smaller sub header and sub sub headers, which will also make it less important to google the higher the number in the header tag goes.  It is important to use your selected keywords in these headers.

Main Content

When it comes to the content of your page, you want to make sure you use your target keywords as much as possible.  But be sure you only use it when it makes sense to the user.  The more frequently the target keywords are used, the higher the importance that Google will give your page. However do not use your keywords at the expense of your content, overusing keywords can be considered a form of black-hat-seo which is frowned upon by google  and can actually hurt your ranking.

Alt Text

Alt text is the phrase or word used for an image when writing the html for your site.  It will appear if the image doesn’t load on your page. It also is used by google when determining the importance of your images, so proper keywords need to be used here as well.

Anchor Text

Anchor text is a link that can be used on your site when the content on a page may be too long, users can click on an anchor and it will allow them to jump to a section further down the page which makes navigating easier for the user.  And yes, Google does use the language used in anchor text when determining ranking so make sure that target keywords are used here as well.

 

This post was done for Professor Pepe’s digital marketing class follow the link to view his blog!

 

 

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