HTTPS

Audience Segmentation is the process of breaking a large audience into smaller chunks, or segments. The purpose for this is to match products, services and messages with the audience that will be most receptive to it.

18-year-old men and 70-year-old women may not want the same services you offer, for example, but if they’re both in your customer base, you’d want to separate them so that you can send them information that will be relevant to them.

Some software tools and services will even boast individual segmentation levels, with audiences of one. This refers to content that is delivered to users based on their past web behavior, so that what one person sees is unique to them.

Brand Identity is a collection of aspects that make up your company and how it engages with customers. Your company’s messaging, tone and values are all aspects of brand identity.

Google Search Console (GSC) is an analytical tool provided by Google that records search data related to a linked website. As opposed to Google Analytics, which largely analyzes traffic once it’s on your site, GSC provides data on search results that provide impressions and click throughs to your site.

Search Console is also a tool that allows you to monitor pages on your site that have been indexed in Google’s system, and request indexing of individual pages. This can also be done on a sitewide level by submitting a sitemap to Google through the GSC system. The tool also provides information on possible errors or warnings related to site usability.