[Ex. 4] Fill in the blanks with the words given below. organized; visitors; search; strategy; particular; navigate; links; target; conversions; experience; Optimize Site Structure Are the sections of your site appropriately themed? Namely, based on your keyword research, is your site ’ s content organized well for both users to 1 across and search engines to deem relevant for a particular subject matter? Creating a well-structured website defined by content and 2 around keyword research helps search engines in indexing your site ’ s content. The easier it is for search engines to understand that your site is about a 3 subject matter, the more relevant you can become for a query. As noted previously, a well organized, optimized website also helps visitors navigate it more easily to find the products they ’ re seeking. An integral part of an optimized site structure is internal linking. Search engine robots “ crawl ” the Web via links, so providing your website with a solid framework of internal 4 that logically lead from one page to another helps search engines in understanding the overall theme. Internal links also assist 5 with navigating your site-where do you want them to go next? Part of an optimized internal linking strategy is using keywords where appropriate in the “ anchor text ” - the clickable words used in a link. Optimize Usability Essentially, “ usability ” refers to the ease with which visitors to your site can navigate it to find the information they ’ re seeking. Besides making your site easy to navigate, you can increase 6 with a clear “ Call to Action ” ( CTA ) that facilitates purchases: don ’ t “ hide ” your sales pages or make it a complicated process for people to buy. A second critical consideration when optimizing for usability is the growing trend toward mobile, as discussed by BrightEdge CEO Jim Yu at Search Engine Watch. Configuring your website for a mobile-friendly user 7 will assist consumers in their shopping and purchase decisions. Social Media Integration There is no doubt that social media influences the 8 results. Optimizing your site ’ s content by integrating it with social media campaigns is a smart 9 that help with your site ’ s rankings and thereby, e-commerce sales. When considering your social media integration strategy it ’ s important to keep in mind the appropriate 10 audience. One size does not fit all: for some e-commerce businesses, especially those heavy with images, Pinterest may be the best social platform. For others, it may well be Google + or LinkedIn.