MIDTERM RESEARCH ESSAY ACTIVITY.edited (1)
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Question essays
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Question essays
Q1. Search engine optimization (SEO)
Search engine optimization (SEO) is a fundamental aspect of online marketing, vital for
improving website traffic quantity and quality from search engines. It determines a website's
probability of appearing among the top searches in a single search based on users' keywords
(Flamand, 2023). While the concept of website or domain authority, popularized by MOZ, is an
essential guiding principle in SEO, various other strategies and approaches can significantly
enhance a website's chances of appearing in the top positions of search engine results pages
(SERPs). One key approach to improving SEO is focusing on relevant and authoritative content.
Quality content plays a pivotal role in influencing search engine algorithms. Search engines are
programmed to prioritize websites with better-quality content, as users generally seek valuable
and informative resources online. SEO marketing underscores the importance of creating content
that is not only high in quality but also tailored to specific user needs (Schilhan et al., 2021).
Proper selection and integration of keywords and phrases relevant to the content can significantly
enhance a web page's relevance, thus improving its ranking in search results. Emphasizing the
repetition of relevant keywords and key phrases within the content contributes to determining the
website's authority and relevance in SEO.
Metadata, another critical aspect of SEO, involves information embedded within the
<head> tags of a website. This information provides essential details about the website's content
and purpose. Effective use of metadata, including title, keyword phrases, and description
metadata, can significantly boost a website's visibility in online search results. Consistency in
repeating keywords within the title and content metadata enhances SEO (Michigan Tech, 2021).
Descriptive metadata, providing relevant keyword descriptions, is vital in generating traffic
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through search engine optimization. Search engines utilize these descriptions to match websites
with relevant search queries, thereby improving the website's online presence.
Regularly updating a website's content is another strategy that enhances its chances of ranking
higher in search engine results. Search engine algorithms are designed to recognize regularly
updated content as a sign of relevance. Fresh and up-to-date content increases the significance of
SEO, making the website more accessible in top searches (Drivas et al., 2021). When updating
content, it is essential to focus on the quality of the information provided and keyword
optimization. By creating additional content and optimizing it with relevant keywords, a website
can improve its visibility and traffic in online searches.
Additionally, the effective use of alt tags can significantly impact a website's SEO. Alt
tags are text descriptions of images and videos on websites. Proper use of these tags allows
search engines to determine the relevance of image searches to the website's content. Alt-text
descriptions are valuable in search engine optimization as they enable search engines to access
websites based on the textual information provided in the alt tags for image and video searches.
By ensuring the relevance of alternative text descriptions, a website can enhance its online
appearance on search results, increasing the likelihood of attracting organic traffic (Michigan
Tech, 2021). In essence, while website and domain are essential components of SOEs, they are
not the sole determining factors for securing a prime spot-on search engine results page.
Approaches such as strategic use of keywords, metadata optimization, regular content updates
and utilization of alt tags can enhance website visibility and rankings
SERPs. By embracing
these strategies, website owners can navigate the intricate landscape of SOE, ensuring quality of
traffic and maintaining a high standard of quality and relevance.
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References
Drivas, I., Kouis, D., Kyriaki-Manessi, D., & Giannakopoulos, G. (2021). Content management
systems performance and compliance assessment based on a data-driven search engine
optimization methodology.
Information
,
12
(7), 259.
https://doi.org/10.3390/info12070259
Flamand, S. (2023, October 11).
The importance of search engine Optimization (SEO)
. Alter
Endeavors.
https://alterendeavors.com/search-engine-optimization-seo-importance/
Michigan Tech. (2021, October 4).
Five Ways to Improve Your Site is Ranking (SEO)
. Michigan
Technological University.
https://www.mtu.edu/umc/services/websites/seo/
Schilhan, L., Kaier, C., & Lackner, K. (2021). Increasing visibility and discoverability of
scholarly publications with academic search engine optimization.
http://DOI:10.1629/uksg.534
5
Q2.
UX Association to Omnichannel Strategy
UX user experience concept is linked to omnichannel strategy due to its fundamental role
in creating a one-piece and enjoyable customer journey across various channels. UX comprises
user interaction interfaces such as usability, accessibility, and design of products (Interaction
Design Foundation, 2016). In the recent digital landscape, consumers have switched between in-
store and online experiences, and providing a user-friendly interface and consistency is essential.
First of all, UX design revolves around understanding user needs, preferences, and behaviors
(Raroque, 2023). By employing UX principles, businesses can tailor their omnichannel approach
to meet these requirements effectively. This customer-centric approach ensures that the
omnichannel experience aligns with the users' expectations, fostering positive interactions and
customer satisfaction. Additionally, the omnichannel strategy provides a comprehensive
customer experience regardless of the channel chosen, whether online or in a physical store. UX
design ensures uniform interactions, hence enhancing the customer's sense of familiarity and
continuity in different platforms in an organization (Riaz et al., 2021).
Furthermore, diverse interfaces such as in-store and mobile apps are environmentally
user-friendly.
UX design emphasizes creating in-built, user-friendly interfaces that are easy to
understand and navigate. Clear navigation, well-placed calls-to-action, and intuitive layouts
enhance usability, ensuring customers can explore products and purchase effortlessly. In
addition, UX design is crucial in maintaining a consistent brand identity across all channels using
a Consistent Brand Image, which is vital for building trust and recognition. Consistent color
schemes, typography, and visual elements reinforce the brand's identity, strengthening customer
trust and loyalty (Interaction Design Foundation, 2016). Therefore, integrating UX principles
into the omnichannel strategies ensures a harmonized customer focus that seamlessly bridges the
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gap between digital and physical channels. With the prioritization of user needs, businesses can
create intuitive interfaces, maintain brand consistency, and enable smooth channel transitions and
loyalty, ultimately enhancing customer satisfaction.
Omnichannel in Traditional Retailers
Omnichannel strategies adapted to changing consumer behaviors and remain competitive
in the digital era have been embraced by Traditional Brick and Mortar Retailers. These retailers
enhance customers, foster brand loyalty, and provide convenience by integrating online and in-
store experiences (Fransoo et al., 2019). For instance, Omnichannel strategies have increased
customer convenience to customers by enabling them to shop at any time and from all locations.
Online platforms and mobile apps allow customers to browse products, compare prices, and
purchase from their comfort homes through Bricks and Mortal Retailers.
This convenience
attracts tech-savvy consumers while retaining the traditional in-store customer base.
In addition, Omnichannel strategies allow retailers to manage their inventory more
efficiently. By integrating online and in-store inventories, retailers can fulfill orders from the
nearest store, reducing shipping times and costs. Additionally, real-time inventory tracking
prevents overstocking or stockouts, optimizing the supply chain and improving overall
operational efficiency (Song & Cheng, 2023). Through omnichannel strategies, retailers can
engage customers through multiple touchpoints. Social media, mobile apps, email marketing,
and in-store events provide opportunities to interact with customers, gather feedback, and
address concerns. Engaging customers across various channels strengthens brand loyalty and
encourages positive word-of-mouth referrals.
For instance, Hudson’s Bay is one of the largest department chain stores that exemplifies
the successful implementation of omnichannel strategies. Hudson’s Bay has offered customers
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integrated shopping and seamless experience through an omnichannel approach. One notable
feature of Hudson's Bay's omnichannel strategy is its robust online ordering and in-store pickup
system. Purchases ordered online customers may collected from a nearby Hudson's Bay. Services
combining "click and collect "are convenient for online shopping with the proximity of in-store
pickup to cater to customers preferring the tactile experience of shopping in-store. Furthermore,
Hudson’s Bay has integrated its loyalty program seamlessly into its omnichannel strategy
(Patterson, 2021). Online and in-store, customers can earn points, which can be redeemed for
discounts. Customers receive consistent benefits across all channels through the integration.
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References
Fransoo, J. C., Zhao, L., & Martinelli, J. L. (2019). Omnichannel and Traditional Retail:
Platforms to Seamlessly Connect Retail, Service, and Delivery.
Operations in an
Omnichannel World
, pp. 341–353.
https://doi.org/10.1007/978-3-030-20119-7_14
Interaction Design Foundation. (2016, June 1). What is User Experience (UX) Design?
Interaction Design Foundation
– IxDF.
https://www.interaction-
design.org/literature/topics/ux-design
Patterson, C. (2021, August 13). Hudson’s Bay shifting the Canadian department store model by
separating physical stores and online businesses.
Retail Insider
.
https://retail-
insider.com/retail-insider/2021/08/hudsons-bay-shifting-canadian-department-store-
model-by-separating-physical-stores-and-online-business/
Raroque, C. (2023, September 25). The Essential Design Process UX Guide For Startups.
Aloa
.
https://aloa.co/blog/design-process-ux#:~:text=UX%20Design%20Process%20follows
%20a,develop%20intuitive%20and%20effective%20solutions
.
Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2021). Factors affecting
omnichannel customer experience: evidence from fashion retail.
Information
,
13
(1), 12.
https://doi.org/10.3390/info13010012
Song, Z., & Cheng, J. (2023). Omnichannel expansion for traditional retailers: Considering
consumers' privacy concerns.
Managerial and Decision Economics
.
https://doi.org/10.1002/mde.3931