The term Digital Communication refers to any (communication or marketing) action that is oriented to promote products and/or services via social media such as Facebook, LinkedIn, Twitter, Whatsapp, Instagram etc. but also via entrepreneurs’ websites;

SEO program involves a skilful use of Metatags, Image metadata, Internal Linking, Site Structure and appropriate Keywords;

There are a lot of programs (such as Artisteer, Dreamweaver) and platforms (such as Wordpress, Wix, Sitebuilder.com) that you can use to create your own website and there is a wide range of free templates available online.

• The term Digital Communication refers to any (communication or marketing) action that is oriented to promote products and/or services via social media such as Facebook, LinkedIn, Twitter, Whatsapp, Instagram etc. but also via entrepreneurs’ websites.

• Digital content creation is fundamental for any digital strategy. Every piece of content you create should be carefully created and designed to coherently represent your mission and values as a brand. After you have identified your target audience, there are several steps that can help to improve the quality and impact of the digital content creation process:

• the content and structure of your website should follow three basic criteria: usability, user-friendliness and accessibility; don’t forget that there are different types of public for your enterprise: beneficiaries, sponsors, institutional audiences and general public, and your website will have to address all different kind of public, attracting their attention;

• use photos and multimedia: supplement your written contents with photos, infographic and video. You should use good photos and videos of your daily life activities instead of stock photos in order to convey a more reliable message;

• contact details (email, phone numbers/Whatsapp, fax, address, skype, Facebook, Youtube, etc.) and navigating menus, must be easily accessible and don’t forget that you will loose your user if it takes him/her more that 3 clicks to get to the information;

• Colours, typeface, logo and website of your craft enterprise say who you are and what you stand for;

• Write often: make sure that your website is constantly updated and lively, otherwise people will think that you are not really “active”;

• Creating a website is pointless if nobody sees it. Implement a SEO (search engine optimization) program.

• Metatags: Metatags are located in the HTML source code of a web page and they are used to provide general positioning information about our website. Such information is used by search engines, portals, directories to list your website.

• Image metadata: Make sure you make the most of any positioning opportunity by using < alt > or < title > tags to include/reinforce keywords.

• Internal Linking: To ensure that your website gets fully indexed make sure that the spiders have an easy path through your website. Text links are the best choice as the anchor text (the actual words used to link to a specific page). You can also create a sitemap to internal pages and link it from your homepage to increase indexing.

• Site Structure: As we said, it is extremely important to define website structure properly according to our target needs, but we also have to take into consideration search engines need. You must "think like a search engine spider". Spider or Bots read your web page like you would read a book using text links and digital contents. Therefore, it is extremely important that your site is spider adapted and that no broken links or flash are used for relevant digital contents.

• Appropriate Keywords: It is one of the most important step of the process as if you don’t do it properly it will give you traffic that is not relevant for you. Keyword density or frequency should be around 2-6% of total text, but if you just keep your texts natural and readable you will be ok. Make sure your keywords are not too technical and they include those terms that your target user would use to find your services.

• There are a lot of programs (such as Artisteer, Dreamweaver) and platforms (such as Wordpress, Wix, Sitebuilder.com) that you can use to create your own website and there is a wide range of free templates available online. Here is a short guide to install Wordpress:

• 1: Download WordPress: Download and unzip the WordPress package from http://wordpress.org/download/.

2: Upload WordPress to Hosting Account via FTP.

3: Run the Installation: Open a new browser window and go to the installation page to run the installation script. Depending on where you installed the script, you will find it at either of the following URLs:

http://yourdomain.com/wp-admin/install.php

http://yourdomain.com/blog/wp-admin/install.php

You should now see a welcome page of WordPress installation process.

4:Create WP tables in your Database by entering the database name, user, name, password, database hosts, tables_prefix (you can leave wp_) and click Submit.

5: Complete the Installation: Fill in the fields in the installation page:

Site Name

Username

Password (needs to be entered twice)

Email address (use a valid email as login information will be sent to this

email address)

• Select that you want to have the search engines indexing the site. Click on Install Now, and you should be taken to the final screen, showing the following message: Success! WordPress has been installed. And your website is ready for you to customize it. Enjoy!