What is “White Hat SEO”?


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“White hat SEO” is related to a series of SEO tactics aligned with the terms of the search engines.

There’s is a White hat SEO, and its opposite, Black Hat SEO. White hat SEO is something you can do in order to improve your search rankings, and you do it by maintaining the integrity of your website and never violating the terms of that search engine. For example:

  • High-quality content and services.
  • Good quality and speed for downloading the sites, and the possibility of getting the whole content in every country with potential clients.
  • Using meta tags with a criterion of full description and richness.
  • Making your site´s navigation as easy as it can be.

On the contrary, black hat SEO includes buying techniques to deceive the search engines, and they are risky in several ways. Of course, search engine companies are aware of this, and they are continuously adapting their algorithms to control such practices. One of the possible consequences for a site using black hat techniques is, of course, being banned from the search engines.

There is a list of Google-approved SEO techniques at its Webmaster Guidelines we should look at, and follow. White hat SEO practices are the ethical and sustainable way to be successful in our business. And that´s how we function in Graphicsxpress.

If you want to improve your website contact Graphicsxpress

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Instagram and Visual Audiences


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As we know, audiences react differently to communication if they are visual, auditive, or tactile people. And of course, we have to cover them all with our advertising campaigns. Social networks don´t, of course, go directly to tactile people, but the visual and auditive sensibilities are crucial in the way we advertise on those networks. Even though social networks were not necessarily intended for advertising at their beginnings, their usefulness for such a purpose is a great business today. Our business.

In order to impact and create a sense of fidelity among our audiences, eye-catching campaigns are a must. The core of this is clearly expressing the emotions we are appealing to (remember: we don´t really sell products or services, but the emotions related to them and the solution of both the emotional and practical problems those products and services help to solve, directly and indirectly).

If the service we are advertising is, for example, one related to home improvement, we can appeal to the interior child of the client and use images close to that of Bob the Builder, using colors like yellow, red, and gray, and curvy shapes. But if the service is financial, we must show a serious and solid image, with straight lines, classic font styles, and colors like gold, silver, black, white, and yellow.

When it comes to videos, the sound complements them, thus giving us a way to work with auditive people. For example, reggaeton music is very basic, infantile, and it goes straight to basic instincts like sensuality, hunger, and a party-like mood, so it works for advertising snickers, fast food, beer, sunglasses, and other things that can appeal to the need for fun, while a classical melody is the right one to announce a big business opportunity in an offices building.

Instagram is the main image and video, but the comments of the audiences are priceless feedback, so community management is absolutely necessary, but the very first thing to keep in mind is positively impacting the visual character of the audiences, and wake up and continuously maintain their curiosity and fascination active.

For more information about Digital Marketing just contact Graphicsxpress. 

The business force in Houston


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ComScore and Google Analytics

Virtual workspaces

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Audience and effectiveness measurements of digital media, both native and online versions of the traditional ones (newspapers, magazines, radio stations, and television channels), have been made since the beginning of this century, mostly through ComScore tools. This company was born in Reston, Virginia.

ComScore is dedicated to providing cross-platform measurement data on audiences, brands, and consumer behavior. For this purpose, it uses a sample of more than 30,000 users who have a software called cProxi installed on their computers, which registers all the web pages that the user visits and combines this data with demographic information obtained before, such as sex, geographical location, age groups, etc. Then the methodology of the very common EGM (General Media Study) is used to make a statistical extrapolation of the information.
It also uses census information from the web pages visited, as well as Javascript tags and cookie installation, the same methodology that is used by Google Analytics. The mixture of the two systems, then, results in a unified data that includes:

Calculation of the average number of cookies per person, related to all the data collected in a specific geographical area.

Extrapolation of this average, which allows calculating the number of people who examine the page.

Checking the number of users that were not included in the measurement.

Sum or summary of the two values and this result gives the final data, which then unifies the number of people included and not included.

Using this ComScore method, media consumption is typically measured in more than 70 countries.

However, there are currently discussions about the advantages and disadvantages that it has, compared to Google Analytics. The truth is that the media, like any other business that currently has an online presence, can apply black hat or white hat techniques, indistinctly. The ComScore is used, especially, for the media to use the data that it provides as a sales pitch for advertising, which is where most of the income from said media comes from and which, even, has also become the largest source of funding for free apps.

For more information contact us. We are Graphicsxpress.

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The customer´s point of view


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People dedicated to the world of technology are, many times, not very aware that what we do is not for ourselves. This not only happens with web developers, for example, but also with professionals dedicated to the use of technology for different purposes by people or organizations, such as designers, communicators and advertisers who work in online advertising, social networks and, ultimately, for the recipients of the messages.

It is a common mistake to assume that the other “has to understand me”, because we speak the same language. But the truth is that in every act of communication between a sender and a receiver, there is a channel and a multiplicity of factors that can mediate the message, distorting its original intention and meaning (by the way, the sender, receiver and channel, when talking about communication, is a conceptual loan made from electronic engineering, to explain how the exchange and flow of information between people is). One of these mediations occurs when, for example, a web page developer does not think about the maximum “friendliness” of the page with the user when writing their codes, or when a designer does not distribute the elements of the page well, makes sure that the texts are complete and that there are no spelling and writing mistakes, something that communicators and publicists, in any case, must guarantee from the beginning of the whole process.

So, at the end of the day, the matter is simple: the first step for what we do to be successful is to put ourselves in the place of our user. It is common, due to anxiety, pressure and even pride or ease, to forget it. At Graphicsxpress, of course, we always keep this in mind.

For more information contact us. We are Graphicsxpress.

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I have no experience in advertising my business on digital platforms, how can I start?

From the CEO , On-Line Marketing

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Perhaps for many small business owners who have worked hard for several years, have achieved some stability, and have built a good list of clients that have allowed them to carry their businesses forward. However, for any business of any size, advertising is a long-term investment that must be kept active all the time. No matter how many loyal customers you currently have and how many referrals your customers send you, there comes a point where your competition can outperform your business in quality of service, advertising, customer service, and much more. Therefore, it is not safe to have loyal customers for life, customers come and go, some for longer and others for less. The important thing is to keep advertising constant and in this way ensure a flow of customers that can replace those who leave.

It is very common to see small businesses that have grown in a period of 5 to 10 years in which they have not invested enough in advertising expenses. Over time, they reach a point where they feel the need to start advertising more often and consistently. You may not know where to start or what to do as the ways of advertising have changed dramatically in the last decade.

Today’s advertising has focused on digital and many small business owners do not know these mediums in detail and may feel frustrated and disoriented. Well, the first step is to create your own digital platform. How do we achieve this? Counting on all the free digital resources that exist on the internet.

Let’s start with social media. The first thing you should do is open an account on Facebook and create a business page, also do it with Instagram and a YouTube channel could be a good start.

The second step is to have the free products offered by Google, mainly Google business. Open an account with your Gmail email and create your Google My Business page, which will allow you in the future to appear in searches and on the Google map as well as receive testimonials from your customers.

The third important step to create your digital platform is to have a website. A web page is a necessary tool today for any type of business, it is the way your company is presented on the Internet. With a web page, you can show your products and services that will be seen on millions of cell phones, tablets, laptops, and computers in your city and anywhere in the world. Your website could also appear in the largest search engine on the net; Google. Through your website, your potential customers can contact you through a contact page. And most importantly, your customers can buy or make payments online using your website.

You already know! With these three basic tools, you can start building your digital platform: Social networks, Google’s My Business page, and your own website.

If you need help to start building your digital platform, do not hesitate to contact us. We are ready to advise you and give you a hand in maintaining your digital presence. We are Graphicsxpress.

Jorge Espinosa
CEO at Graphicsxpress

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The Latest from Instagram

Instagram has been moving forward. Among the most recent that it has launched for the enjoyment of its users we highlight the IGTV format, which allows you to upload videos of at least 15 seconds and a maximum of one hour, as well as new possibilities for using Instagram Stories. Among the latter we have the options to post stories for 24 hours and edit the cover, ask questions, use more filters, audios in direct messages, countdown, Instagram Shopping in the feed and in the stories, hashtags and mentions that can be put in the biography, share what is published in feed in stories, share the stories of other users, a bar of interactions with an emoji, video chat, sticker for music and GIFs, focus for images and upload photos and videos in a single operation.

It is also important to mention that the organic reach on Instagram has declined and publications are prioritized by affinity with users and accounts that publish more posts, and that it is no longer enough to simply publish, but rather stimulate interaction between accounts.

Instagram, like all social networks, is transforming over time. Each network is a business, and users´ demand largely determines the changes that are being made to them. In our case, using them creatively helps us open and consolidate new markets.


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Marketing Inbound

Marketing digital

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El marketing tradicional se conoce como “outbound”, e incluye relaciones públicas, eventos, reuniones, publicidad tradicional, etc., y tiene como objetivo llegar a amplios grupos de personas, tengan o no el perfil específico para adquirir los productos o servicios que se promocionan, mientras El marketing inbound es muy específico y, dadas las herramientas que brindan las tecnologías digitales y la conectividad, puede llegar a aquellos grupos con interés real y capacidad de compra a los que apuntan los especialistas en marketing.

Tener objetivos claros en términos de ventas, nos permite establecer KPIs. Una vez que sabemos a cuántas personas queremos llegar y con qué características, más la cantidad de dinero que estamos dispuestos a invertir, es posible utilizar la minería de datos para predecir quién, dónde, cuándo, cómo y por qué una persona o un grupo lo hará. Requerimos ese tema que estamos anunciando, y cómo reaccionarán a los mensajes, en un gran paso. El outbound marketing, por su parte, tiene inversiones que son totalmente desaprovechadas, ya que los mensajes y estrategias llegan a muchas personas cuyos intereses y perfiles son inciertos o ajenos a lo que se requiere en una campaña.

En los tiempos actuales, con la pandemia, las comunicaciones en línea se han vuelto más relevantes que nunca. Más del 90% de los profesionales del marketing dicen que el matrketing entrante es crucial en este contexto y, por supuesto, su eficiencia aumenta a medida que pasa el tiempo y se recopilan datos. Como su eficacia es tan alta y los datos son más fáciles de procesar y medir, el inbound marketing es hasta un 60% más económico que el outbound y su ROI se calcula en un 275%.

Se pueden utilizar muchas técnicas en la producción de piezas publicitarias para ser promocionadas en canales digitales, desde memes a videos, pasando por conferencias, webinars, blogs, etc. Entonces, en general, y aunque los modelos de negocio tienen que ser revisados ​​continuamente, esto es el momento del inbound marketing. Y en Graphicsxpress lo sabemos bien.

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Generating Revenue With Good Planning

Web Design

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For anything to work well, care must be taken to make firm, workable plans to execute it and the same goes for website designs. With a well thought out website design, you will be able to create one that generates multiple streams of revenue for you. In fact, may websites turn into online wasteland because they are not well planned and do not get a single visitor. Gradually, the webmaster will not be motivated to update it anymore and it turns into wasted cyberspace.

The crucial point of planning your site is optimizing it for revenue if you want to gain any income from the site. Divide your site into major blocks, ordered by themes, and start building new pages and subsections in those blocks. For example, you might have a “food” section, an “accomodation” section and an “entertainment” section for a tourism site. You can then write and publish relevant articles in the respective sections to attract a stream of traffic that comes looking for further information.

When you have a broader, better-defined scope of themes for your website, you can sell space on your pages to people interested in advertising on your page. You can also earn from programs like Google’s Adsense and Yahoo! Search Marketing if people surf to those themed pages and click on the ads. For this very reason, the advertisement blocks on your pages need to be relevant to the content, so a themed page fits that criteria perfectly.

As Internet becomes more widespread, advertising on the Internet will bear more results than on magazines or offline media. Hence, start tapping in on this lucrative stream of profit right away! Of course, the first step is consulting and expert: Graphicsxpress.

For more information contact us. 


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Good Design Practices

Design Trends

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Your website is where your business resides — it’s like the headquarter of an offline company. Hence, it is important to practise good design principles to make sure your site reaches out to the maximum number of visitors and sells to as many people as possible.

Make sure you have clear directions on the navigation of your website. The navigation menu should be uncluttered and concise so that visitors know how to navigate around your website without confusion.

Reduce the number of images on your website. They make your site load very slowly and more often than not they are very unnecessary. If you think any image is essential on your site, make sure you optimize them using image editing programs so that they have a minimum file size.

Keep your text paragraphs at a reasonable length. If a paragraph is too long, you should split it into seperate paragraphs so that the text blocks will not be too big. This is important because a block of text that is too large will deter visitors from reading your content.

Make sure your website complies to web standards at www.w3.org and make sure they are cross-browser compatible. If your website looks great in Internet Explorer but breaks horribly in Firefox and Opera, you will lose out on a lot of prospective visitors.

Avoid using scripting languages on your site unless it is absolutely necessary. Use scripting languages to handle or manipulate data, not to create visual effects on your website. Heavy scripts will slow down the loading time of your site and even crash some browsers. Also, scripts are not supported across all browsers, so some visitors might miss important information because of that.

Use CSS to style your page content because they save alot of work by styling all elements on your website in one go.

For more information, contact us. We are Graphicsxpress.net. We can help you in web design and digital marketing.

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5 Social Media Tips You Should Be Using

Social Media

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Do you have the latest social media marketing? – Here’s some you should certainly add to the list if you want to enjoy success.

#1 Have a plan for your social media channel – Many companies find it overwhelming to have to create content for their social media channel. Worse, some companies create one type of content and then send it out across their social media platforms. You need to be creating a plan for a social media channel. Your plan needs to include choosing a channel (i.e. Facebook), the goal (i.e. sales goal), who you are targeting, the structure, type of content (i.e. video), your tone (i.e. funny), the desired action (what behavior do you want from the user) and your channel integration.

#2 Consistently deliver content – One of the quickest ways to grow the number of followers you have is to be consistent. Put the proper system in place to make sure you are always providing relevant posts that are valuable and interesting to your audience. Don’t overwhelm your followers by providing the same types of posts repeatedly, instead of managing your categories and make sure you are not repeating posts.

#3 Strategically implement hashtags – One way to help to increase your social media success is to avoid random hashtags and instead use a strong hashtag that will tie your campaign pieces together. Use a hashtag that’s both easy to remember and easy to spell. Make sure it’s not already being used by someone else. Once you have your hashtag created you should follow the conversation and then join it.

#4 Host a private hangout on-air event – The success of social media is often linked to having an open dialogue with the right people. Google+ is a great tool to help you build lists. You can do this in a number of ways. One that works great is to combine Google+ hangouts on air with a private community to ensure you have an open dialogue with the right people. Get away from the general chatter and engage the right audience.

#5 Try Pinterest and see if it works for your brand – Pinterest is a popular social media channel, especially among women. You do not necessarily have to have something visual to show to be successful with Pinterest. Play with it, experiment, see if it can be helpful in branding your product.

There you now have 5 excellent tips that should be part of your repertoire for social media marketing success.

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