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Company, Cookies

Cookies have been fueling privacy debates for almost 20 years. Invisible and ignored by many, they improve our web experience and site owners could hardly do without it. However, the RGPD and the future European e-privacy regulation pose new requirements that must be taken into account. Explanation.

 

Almost all sites use cookies because they make it easier to collect information, but more importantly because they make web browsing much smoother. In itself, cookies are rather useful, but everything depends, as shown in the diagram below, the use that is then made of the information collected.

 

What are cookies

 

Before saying what cookies are … start by breaking a myth and specify what they are not! Cookies are not programs. They are not executable and can not install anything on your computer or extract data or information about you. Cookies are neither spyware nor viruses, although some cookies are detected by several antivirus software because they can track the activities of users.

 

A cookie is a small text file placed on your hard drive via your browser (chrome, firefox, safari, …) when you visit a website, install a software or mobile app.

 

A cookie contains a “unique identifier” that acts as a label. When a website reads the cookie deposited on your machine, it recognizes it and knows that you have already visited this site.

 

Originally, the cookie was developed as a service to provide websites with a memory, in order to strengthen the user experience and simplify the interaction between site and user while making it more intuitive . (Cookiebot)

 

Stories of cookies

 

The origin of the word cookies is fuzzy and leaves a lot to storytelling.

 

A first version refers to the legend of Hansel & Gretel who mark their path through the forest by dropping “biscuit crumbs” behind them so they can find their way. The story of course evokes the ability of cookies to track your activity. But it seems more logical to associate this story with breadcrumbs (English name of the breadcrumb present on many sites).

 

The second tells the story of a computer scientist who leaves his company. Strange things happen after his departure! Indeed, from time to time, the computer system of the company stops and the screen displays a message: “Give me a cookie”. And the system only returns to normal when the operator enters the word “cookie” in the system.

 

A third version refers to “fortune cookies” (these cookies in which we find a small message of good fortune) that used a Unix program. At startup, the system presented to the user who was connecting, a quote, a joke or a nice message. This information was stored in a “cookie file”, which administrators modified as they wished to add their own messages.

 

But, in all likelihood, the term cookies derives from magic cookies, a term already used by programmers to refer to a data packet that a program receives and returns unchanged.

 

Source: cookiecontroller

 

In fact, the first use of a browser cookie dates back to 1994. A programmer named Lou Montulli then had the idea to use a text file to store information related to the creation of a virtual shopping cart. Then, he uses this same technique to determine if a user has already visited the Netscape site or if it is his first visit. At that time, cookies are accepted by default by all browsers and very few users have any idea of ​​their presence or use.

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Company, Google Searching

Searching for information on the internet can be tedious. The amount of data available is such that one sometimes has the impression of looking for a needle in a haystack. And then, everyone can publish what he wants … so how to know what is relevant or not, qualitative or not?

 

Which keywords to choose?

 

Google collects, lists, and stores an incredible amount of knowledge in its data centers so that it can respond appropriately to any request from users. Its search engine is very simple but to find really useful information, it is not enough to type one or two keywords and wait for Google to do its work.

 

Contrary to what some people think, it is not enough to type the question, the word or the idea that you are asked to look for. If you are asked, for example, “What are the impacts of global warming on our environment and our health? What do you type?

 

If you type “global warming”, you will have 654,000 results! Google, in this case, searches all pages, images, videos … containing these words, individually, “warming”, “climate”, but also together “global warming”. (Source: The World)

 

Google’s suggestions

 

Since 2004, Google has been offering an autocomplete feature: Google Suggest.

 

When you start typing a query, Google makes a series of suggestions, based on predictive search. You can refine your query in real time. Algorithmically generated, Google’s suggestions are based on factors such as the popularity and age of the search terms. They reflect the diversity of information on the Web and the search trends of Internet users.

 

Google’s tools

 

But beyond this simple and clean interface, Google provides many tools to help you search more efficiently. In this article, I propose to make you discover these options and functions of Google that could make your research much faster and more effective.

 

9 research techniques that you should test

 

By default, therefore, the search is done through keywords, expressions or even a question in natural language posed via voice search.

 

Good to know

 

⇒ Google ignores accents (summer = summer) and case (upper case = lower case).

 

⇒ The order of the words has an impact on the results as well as the repetition of the terms.

 

⇒ By default, search results are related to your location.

 

Google Google verbally

 

Google allows you to do voice searches. If you’re using the Chrome browser or the Google app on Android or iOS, you can click on the microphone icon or say “Ok Google” and speak directly to Google.

 

Ask him a question, he will answer you. The answers are sometimes farfetched I admit (especially in French), but the experience is impressive anyway. You can check the time, check the weather, get directions, calculate tips, translate words or phrases, ask a general culture question, get the definition of a word, convert units or currencies, solve a mathematical problem, or even track a package from an order confirmation received in Gmail.

 

Did you know ?

 

At the end of 2017, in a scientific publication on arXiv, Google researchers present Tacotron 2, the new voice of the Google voice assistant, which offers a quite stunning result, very close to a human voice. This new voice synthesis engine will take into account accents, punctuation and context. To achieve this result, Google uses two networks of artificial neurons: the first divides the text into sequences and transforms them into an audio spectrogram (to have an accurate representation of the sound) and the second decrypts the spectrogram and generates the audio file.

 

Customize your search settings

 

To customize your search settings, click Settings at the bottom right of the Google home page. A new page opens that allows you to specify a lot of things.

 

SafeSearch filters to block inappropriate images or “adult” or violent content.

 

Number of results viewed per page (affects how fast the page loads)
Private results for even more relevant results
Voice search to activate or not
Region Settings
Change the language used with Google
Activate or not the activity history

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Company, Content Marketing

Content marketing is on everyone’s lips. All the experts talk about it. All the big brands do it. But how does this affect you, entrepreneur, trader or liberal profession? What can it do to serve your company, and especially what method to use and what results to expect? These are the real questions that this article will address.

 

Let’s put things first: content marketing can not be improvised and is not free.

 

Writing a few articles on a blog, posting videos on YouTube or writing posts on LinkedIn or Facebook is not content marketing. Without a clear action plan, all this will bring you nothing, or very little, in terms of visibility, credibility, notoriety and especially this content will not be transformed – by magic – into sales.

 

Like a home, content creation takes a lot of time, energy and / or budget, depending on whether you do it yourself or outsource the task. Do not tarnish the value of this work by publishing it right and wrong, without controlling what will happen to it. It means in plain language:

 

Publish first on your site (which you own 100%).

 

Do not publish your content only on LinkedIn, Medium or Facebook (or on one of these platforms where the rules may change overnight, eventually causing your content to disappear).

 

Do not distribute your content on a site that you do not have the domain name or keys (flee the subscription formulas – your content will disappear when you stop paying).

 

Identify your target audience

 

To continue the metaphor of construction, the architect you will contact must know for whom he builds: a family, a company, a trader, a farmer, …

 

Depending on the destination, the home he will design will not have the same components at all.

 

Similarly, before writing any content or planning any campaign, you must know who you are talking to: age range, level of knowledge, location, interests, etc. All of this will have an impact on the type of content, style and level of specialization to be expected. You obviously do not apply in the same way to teens or quinquas bac + 5.

 

Speak to the right readers

 

In terms of content marketing, your priority is of course to find readers. Good editorial practices associated with correct SEO markup should allow you to access the first page of Google on specific keywords and thus interest some users.

 

You should win your first readers. But how do you know if they are good readers? If they are likely to become customers one day … One solution: to study who your potential customers are and to contact them first.

 

Portrait of your ideal reader

 

To find out who your ideal reader is, you must first define who your ideal client is, identify their desires, their fears, their tastes. In short, you will make a portrait as accurate as possible (the famous persona).

 

You will then write your articles as if you were personally sending him a message. Your contents will be for him. It is him you want to help, convince and encourage to contact you. It is with him that you want to work.

 

Having many readers is certainly flattering to the ego but it does not help much. Effective business content must turn some of your readers into a prospect and then into a customer. Otherwise your strategy is futile.

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