Infinet

Most business owners are cognizant of the prevalence of fraud in the digital world today. According to Experian’s Global Fraud and Identity Report 2018, almost three-quarters of businesses believe fraud is a growing concern, and nearly two-thirds reported fraudulent losses over the past year.

What is Fraud?

Fraud occurs when an individuals’ payment information is used without their authorization. When hackers breach your network and access your customers’ or clients’ sensitive cardholder information, they have many opportunities to commit fraud numerous times. Anytime someone falsifies an identity and “tricks” a system into thinking the person making a purchase is someone other than who they actually are, this is considered to be fraud.

Fraud is Pervasive in Today’s Digital World

This is because the majority of business and consumer data remains vulnerable. As the value of digital information grows, so does the hacker’s motivation to develop methods to avoid detection from the latest technologies.

The existing account setup process requires consumers to provide extensive amounts of personal information along with passwords and secret questions. And data breaches provide this information to cybercriminals. When this data is stolen, it’s often used for fraudulent activities.

Fraud is a moving target just like the hackers. New tactics are evolving where criminals combine real and fake information to create new identities.

Most business owners just don’t have a handle on this – and they lack confidence in their ability to protect their customers and their companies from fraud.

One of the reasons for this is that their initiatives are mostly reactionary rather than proactive as many continue to use legacy cybersecurity technology rather than investing in new, more sophisticated data protection solutions. As a result, every month that goes by increases their vulnerability and exposure to data breaches and fraud.

Fraud is an ever-present and growing risk

For businesses in e-commerce, managing the risk of fraud is a delicate balancing act between providing an ease of use for customers vs. fraud protection. They struggle with mitigating fraud and providing a positive customer experience. Unfortunately, the customer experience wins out in most cases, and businesses are willing to risk fraudulent losses over losing customers to their competition. Ironically, they are setting their businesses up for reputational damage where they will end up losing customers anyway, fail to gain new ones, and possibly face financial penalties and litigation costs.

The 2017 Cost of Data Breach Study from the Ponemon Institute, sponsored by IBM, puts the global average cost at $3.6 million, or $141 per data record. That’s a reduction in the average cost in 2016, but the average size of data breaches has increased. It’s also worth noting that the average cost of a data breach in the United States is much higher at $7.3 million.

More than 50 percent of businesses say they still rely on passwords as their top form of authentication.¹ And business leaders know that using passwords isn’t the most secure option. But customers are used to them, and business owners want to please them. They also complain that they lack the financial resources to adopt more advanced authentication methods when this would save them legal fees and penalties if/when their customers’ accounts are breached–not to mention their reputation and the future existence of their business. This, of course, is very shortsighted.

How data breaches and fraud are connected

Data breaches and fraud don’t usually occur at the same time and place. Cybercriminals won’t steal a customer’s information and turn around and use it for a purchase from the same business. So. it’s not easy for a business to detect when a breach occurs.

Data breaches are typically detected by using specific security tools that monitor all payment activity. Merchants should follow PCI/DSS Standards to identify and prevent breaches and remain compliant. PCI-DSS audits will help you find vulnerabilities in your system and reveal inadequacies that must be eradicated.

A successful case of fraud spreads like cancer

If a hacker can get one password, they may have the keys to other password-protected accounts. The more online accounts people open, the greater their risk. And most people have quite a few. If the hacker can figure out the password to someone’s email account, they may also have the key to their credit card and banking accounts as well.

You must remain vigilant to prevent data breaches and fraud.

What to do if you suspect fraud

A key indicator of evidence of fraud is in chargebacks where a customer disputes a charge on their credit card, and where you aren’t paid for the service or product. If your chargeback rate increases above a 1% margin, this is a good indication that you’re experiencing fraud.

In this case, you should hire a third-party auditor like an IT Managed Services Provider (MSP) to help bring you back into compliance and stop the thieves. They will detect where the problem(s) exist and if what they find indicates a data breach. PCI-DSS compliance requirements mandate that you do this to stop the fraudulent activity.

Of course, you should contact the card processor as well. They will connect you to the card providers who can often identify the point of access or detect a suspicious pattern of activity.

What You Can Do to Reduce Fraud and Data Breaches.

Use EMV Technology.

EMV (Europay Mastercard Visa) is the global standard to authenticate payment cards. EMV technology can help you protect your business from fraud. It ensures the card is legitimate and that the person using the card is the authorized user.

EMV chips are microprocessors that store and protect cardholder data. They use a unique cryptogram that’s validated by the card issuer. This makes it more difficult for hackers to break the code and steal card information to commit fraud.

Today, if you don’t use an EMV-capable terminal, and the transaction turns out to be fraudulent, you can be held financially liable for that transaction.

EMV has been used in the United Kingdom since 2004, and card-present fraud has gone down by 80% as a result. By comparison, without EMV in the U.S., fraud increased during this time by nearly 70%.

Protect Data in Transit by Using Encryption.

When credit card data is stolen, it’s considered a data breach. Considering the number of card payments your business processes in a month, hackers may view you as the “Pot of Gold at the end of a Rainbow.” In other words, your business is a prime target.

You can help stop the hackers from accessing data in transit by using end-to-end encryption (E2E) and point-to-point encryption (P2PE).

The advantages of end-to-end encryption are:

• That you don’t need a separate key for the decryption of the data.
• You have flexibility in deciding what data to encrypt.
• You can choose specific configurations for more functionality.
• The file size is small, and the processing time is minimal.

Point-to-point encryption encrypts transmitted data as it goes through a designated “tunnel.” This is used most often for credit card information that’s encrypted from the point-of-sale (POS) to the credit card processor.

With encryption, if a breach does occur, and data is stolen, it will be useless to cybercriminals in its encrypted state.

Protect Data at Rest by Using Tokenization.

Tokenization breaks up a sequence of data into pieces such as words, keywords, symbols, phrases, and elements called tokens. Tokens can be words, phrases or even whole sentences. In other words, tokenization keeps cybercriminals from using data by replacing it with meaningless characters. Tokenization is helpful for businesses that store sensitive card data for re-billing. It’s also one of the most effective and affordable ways for businesses to protect their customers’ confidential card data.

Combining encryption and tokenization is one of the best ways to protect your business from the devastating effects of a data breach.

Secure Your IT Environment

• Ask your IT Managed Services Provider (MSP) to set up a next-generation firewall, anti-spam, and anti-virus solutions.
• Ensure your POS and router are on different networks and separate from other systems that access the Internet.
• Don’t use your business POS for surfing the Web. This can expose it to viruses and result in vulnerabilities that can be breached.
• Assign separate login credentials for each user.
• Forbid sharing of login credentials and enforce this.
• Keep your user list up to date and disable accounts that are no longer needed.
• Only provide remote access for users with a clearly identified need.
• Don’t leave remote access software turned on when unattended.
• Keep all software and anti-virus, anti-spam programs up-to-date.
• Regularly run and review scans for malware.
• Regularly have your MSP run vulnerability scans.
• Ask your MSP to train your staff on the latest security threats and what to do if they come across one.
• Train your staff how to detect unauthorized skimming devices that could be installed on POS or credit-card terminals.

Have Your MSP Train Your Employees on Cybersecurity Awareness.

Teach your employees about password security and make sure you enforce this behavior:

• Don’t use words from the dictionary.
• Don’t use names of family members.
• Don’t reuse passwords from your other accounts.
• Don’t write down your passwords or put them where others can see them.
• Consider using a Password Manager (e.g., LastPass or 1Password).
• Use password complexity (e.g., P@ssword1).
• Create a unique password for work separate from your personal use.
• Change passwords at least quarterly.
• Use passwords with 9+ characters.
  • A criminal can crack a 5-character password in 16 minutes.
  • It takes five hours to crack a six-character password.
  • Three days for a 7-character password.
  • Four months for eight characters.
  • 26 years for nine characters.
  • centuries for 10+ characters.
• Turn on Two-Factor Authentication if it’s available.

Teach employees about ransomware and phishing threats. These appear to be from an official like the IRS or FBI. If a screen pops up that says you’ll be fined if you don’t follow their instructions, don’t! If you do, the criminal will encrypt all your data and prevent you and your employees from accessing it. Teach them to:

Beware of messages that:

• Try to solicit your curiosity or trust.
• Contain a link that you must “check out now.”
• Contain a downloadable file like a photo, music, document or pdf file.

Don’t believe messages that contain an urgent call to action:

• With an immediate need to address a problem that requires you to verify information.
• Urgently asks for your help.
• Asks you to donate to a charitable cause.
• Indicates you are a “Winner” in a lottery or other contest, or that you’ve inherited money from a deceased relative.

Be on the lookout for messages that:

• Respond to a question you never asked.
• Create distrust.
• Try to start a conflict.

Watch for flags like:

• Misspellings
• Typos

Ask Your MSP to Help You with PCI Compliance.

PCI Compliance is not a one-time event but should be a continual process to ensure your IT systems are appropriately transmitting and storing sensitive data. It mandates that network and business practices are secure.

Failing to maintain compliance with the Payment Card Industry Data Security Standards (PCI DSS) can ruin your small business if you get hit with a data breach.

It’s not always easy to do this on your own. Your MSP can help by:

• Performing scans of your network to identify and eliminate vulnerabilities that can lead to data breaches.
• Monitoring network activity and blocking malicious activity before it can lock down or steal your data.
• Providing you the tools and resources to promote compliance.
• Implement data-breach protection solutions.
• Help you sign up for a breach assistance/cyber insurance program that provides for reimbursement of certain card brand fees that are charged if data is compromised. Some cover the costs of a data breach, which can be upwards of $100,000 or more.

Protect Your Business from Data Breaches, Fraud, and the Resulting Consequences

When you take all of this seriously, you’re not just protecting your customer’s confidential information; you’re also protecting your business from fraud.

Most companies that experience a data breach will see a rise in cost to retain existing customers. And, they will also see an increased cost to acquire new customers. When you add these increases in cost to the loss of revenue from customers that choose take their business to your competitors, you’ll soon see how your damaged reputation dramatically affects your company’s bottom line.

You don’t have to face this alone.

The right IT Managed Services Provider can be your best ally against security threats. From helping you with integrated and compliant POS systems to implementing technologies like encryption and tokenization, and providing compliance and breach assistance, the right IT Partner is worth every cent when it comes to helping you secure your business against the devastating effects of credit-card fraud and data breaches.

If you’re the owner or CEO of a small business, then you’re probably already functioning as the Chief Information Officer (CIO) as well. Most small businesses can’t justify paying for both. This means you have to take time from your priorities to manage your technology, ensure that it’s secure and decide what IT solutions to use. It’s not as easy to do this as it was in years past, simply because of the fast-evolving nature of technology, and the increasing incidence of hacking and data breaches.

But, did you know that you can “hire” a Virtual CIO (vCIO) at a fraction of the cost of hiring a CIO?

What is a vCIO?

A virtual CIO is a technology service provider who serves as your CIO. They help you develop an IT Strategic Plan, with up-to-date resources to ensure security, productivity, and efficiency. Rather than hiring your vCIO, you pay for the service on an on-demand basis.

This frees you from the daily worry about technology and whether it will run as it should. It also frees up your limited internal resources and allows your employees to concentrate on their core responsibilities.

A vCIO Will:

• Gain an understanding of both your business and your technology infrastructure and make sure your IT is aligned with your business goals.
• Help you with IT budgeting and cost control strategies to achieve your priorities and avoid unnecessary costs.
• Analyze any inefficiencies in your existing IT infrastructure and centralize/consolidate resources and operations to promote considerable financial savings.
• Advise on Organizational IT Design and replace outmoded processes so you can pursue market opportunities and overcome business challenges through updated, value-based technologies.
• Effectively incorporate technology into your operational processes and ensure security at all times.
• Develop and IT Strategic Plans that aligns with your budget.
• Learn about your competition, and what new IT solutions they are using.
• Interface with your managers and users to ensure that you meet your IT goals.
• Identify and evaluate the impacts of your technology decisions.
• Conduct ongoing evaluations to assess your IT needs and provide service performance metrics.
• Manage technology needs for specific projects, whether they are new ones or ongoing.
• Deliver monthly updates to your management, provide Quarterly IT Summaries that reveal the condition of each component of your network, and prepare other reports as required.
• Provide procurement assistance to ensure you get the best prices on hardware and software.

Your Virtual CIO Will Help Your Achieve These 10 Technology Priorities for 2018.

 Cybersecurity

Security is an essential factor for any organization, and small businesses like yours are the biggest target for hackers today. Risk assessment, data protection, training awareness, and third-party security practices are necessary to ensure maximum security and protection. Continuous diagnostic monitoring is required to view your network, identify risks, quantify attacks and/or breaches, and mitigate them. Digital forensic tools are especially important for companies that require regulatory compliance and incident management. Identity and access management is a security practice that enables only authorized individuals to access resources to comply with security and compliance requirements. These are crucial elements for any business. Your vCIO will manage all these and other cybersecurity requirements for your business.

Disaster Recovery and Business Continuity

Disaster recovery and business continuity refer to your organization’s ability to recover data after a disaster occurs and when IT services are shut down or compromised. Both practices involve the process of backing up data and preparing policies and procedures to implement in the event of a disaster. Your vCIO will confirm your business can stay up and running no matter the IT disaster, manmade or natural.

Mobile Workforce Technologies and Solutions

With the BYOD (bring your own device) trend, organizations are using mobile devices more than ever. Your business is competing in a mobile, technology-driven economy, and you must rely on your mobile workforce to ensure customer satisfaction and product/service innovation. The right mobility solutions ensure secure and simple access to data, tools, and applications from any location. Your vCIO will help you consider applications, support, ownership, security, and communication issues and policies that will ensure your mobile workforce is always productive, and your data is secure.

Cloud Computing, Software as a Service (SaaS) and Virtualization

Software as a Service utilizes a cloud-computing infrastructure to deliver a single application to your employees no matter their location. This is opposed to relying on the traditional one application per desktop. Cloud services are available to your employees via the Internet from a cloud provider’s servers and used instead of your company’s own on-premises servers. Virtualization refers to the creation of virtual servers, desktops, storage devices, applications, and computer network resources. You can virtualize your entire IT infrastructure or just specific aspects of it. Cloud services and virtualization provide easy, quick, scalable access to resources, applications, and services, and simplifies your overall IT infrastructure to promote efficiency.

Enterprise Resource Planning (ERP)

Enterprise Resource Planning involves the use of business management software that combines a variety of integrated applications to store and manage data for all aspects of your business operations. It includes product planning, manufacturing, marketing, inventory management, shipping, invoicing, accounts receivables and payables, and more. Software as a Service Enterprise Resource Planning (SaaS ERP) supports remote hosting of business IT services. It’s also known as Cloud Enterprise Resource Planning (Cloud ERP).

Strategic IT Planning

Strategic IT planning focuses on your organization’s specific needs and how to best use technology to meet them. IT is a strategic capability to be used and integrated into planning and projections with consideration of future IT innovations and business growth. Your vCIO will work with you to determine how technology will help you achieve your business priorities and prepare guidelines and policies that support your vision with the right IT solutions.

Networking: Data and Voice Communications

Data communications refer to the electronic transmission of information for storage and processing, while voice communications refer to systems such as mobile devices and VoIP systems. Your vCIO will help you implement the best communication solutions to keep your organization connected and up and running.

Legacy Application Modernization/Renovation

Legacy application modernization is the process of refactoring, re-purposing, or consolidating legacy software programs to align with a company’s current needs. This enables you to benefit from the advantages of new development without the risk and cost of replacing legacy systems.

Business Intelligence and Analytics for Big Data

Business intelligence, or BI, is a term that refers to a variety of software applications used to analyze an organization’s raw and big data (massive amounts of data). Business analytics is the process of exploring and investigating an organization’s data with emphasis on statistical analysis. This is becoming more important for even small businesses today. They are relying on software solutions like Microsoft Power BI (Business Intelligence) to transform data and create interactive reports to help them analyze data to reach their goals.

Shared Services

Many parts of an organization use the same services and resources. Shared services involve the consolidation of business services and resources used by multiple parts of an organization. For example, with service portfolio management, organizations can define and manage services and resources. By incorporating automation, virtualization, advanced analytics, and other digital technologies into your operations, you can streamline processes. These technologies also may enable you to make better decisions and improve the quality of customer interactions.

By taking advantage of the services a virtual CIO provides, you’ll enjoy all the benefits of a CIO without the added costs. Your vCIO will protect your important data, help you get the most from your technology budget, provide customized reports and recommendations, and ensure you meet the technology challenges of 2018 and beyond.

Dangerous cyberattacks have been released by a group of hackers known as The Shadow Brokers. These exploits will lock up your data for good – no ransom, no return.

But this isn’t all they do – they’ll also leave behind a parasite that lets them “hang out” inside your computer, infect others, and re-enter through a backdoor.

What’s really scary is that these attacks are getting past traditional next-generation security measures. In 99 percent of the cases, security researchers found that these threats bypassed security tools.

EternalBlue (the worst-ever recorded ransomware strike): In February 2018 EternalBlue was ported to all Windows operating systems. By exploiting a vulnerability in Microsoft’s Server Message Block (SMB) protocol, EternalBlue allowed the dangerous ransomware virus WannaCry to propagate and infect 230,000 computers.

EternalChampion and EternalRomance are two other exploits that were also reported at the same time EternalBlue was.

And then there’s EternalRocks, also known as MicroBotMassiveNet, which is a computer worm that infects Microsoft Windows. It uses seven exploits that were developed by the NSA and unknowingly leaked to hackers. As a comparison for you, the WannaCry ransomware program only uses two NSA exploits. Experts tell us that EternalRocks is much more dangerous.

EternalRocks installs the Tor anonymous network to conceal Internet activity. Your server then downloads EternalRocks to your computers. To avoid detection, it calls itself WannaCry. But unlike WannaCry there’s no kill switch.

EternalBlue and these other exploits use a backdoor implant tool to infect your systems. Plus, EternalRocks is self-replicating worm and leaves the back door open via DoublePulsar so that other hackers can load malware on your computer.

Backdoors leave you exposed to a multitude of cyber threats.

A backdoor is a port or malicious application that provides access to a server or network. It provides hackers with unauthorized remote access to your network by exploiting security procedures and authentication. Backdoors can be used for cybercriminals to gain remote access to your computers.

Backdoors work in the background and are hidden. They are much like other malware viruses and, therefore, difficult to detect.

A backdoor is one of the most dangerous types of computer parasites. It gives a criminal the ability to perform any possible actions on your computer.

The attacker can:

• Spy on what you do,
• Take over your files a user,
• Install additional software or malicious threats,
• Control your organizations’ entire PC system,
• Implement keystroke logging and screenshot captures,
• Infect files,
• Encrypt your data, and
• Attack other hosts on your network.

Plus, the parasite can work automatically on its own and do what the hacker wants.

A backdoor not only allows the hacker to access your computer and network, but it also lets them come back and enter your system again and again.

Backdoors are complicated for system administrators to deal with. In most of the cases, it’s very difficult to find out who is controlling the parasite. In fact, all backdoors are really hard to detect.

Before they can find out how hard it will be to block the hacker’s access, system administrators have to figure out the methods hackers will use. There are so many exploits now that makes this a very difficult, if not impossible task.

Plus, some of these backdoors can’t be detected because of the way they’re designed.

Even if your admin changes passwords when an attack is discovered, backdoor utilities can be programmed to give the hacker repeat access to your system.

They do this via computers on your IT system that don’t log on to the network very often. Because it appears that no one is using the machine, your system administrator doesn’t detect that a hacker is actually using it.

There’s another kind of backdoor utility that lets the hacker return to the network within a short period of time. This way they don’t have to find a vulnerability to exploit in order to gain access. But if your system administrator does detect them, they’ll just take the time to look for another vulnerability. As you can see, this can be a constant battle.

Password cracking is the most-used method of backdoor hacking to breach network security.

The hacker locates your accounts that use weak passwords. These are accounts that aren’t used often. The hacker creates an access point by changing the password. When the system administrator searches for the fragile accounts, the ones that have weak passwords, the passwords have already been changed won’t be visible.

Backdoors can degrade your Internet connection speed and system performance. They prevent you from removing them by hiding in files. Plus, there are no uninstall features to delete them.

There are 5 ways backdoor threats can get in:

1. You can accidentally install them on your computers. Sometimes they come attached to phishing emails or file-sharing programs. They look safe and can trick you into opening and executing them.
2. They get installed by viruses like spyware or Trojans without your knowledge. Then they infect each profile for those who use that compromised computer.
3. They can be manually installed by malicious insiders who are authorized to install software on your computers. Then the backdoors can spread by exploiting remote systems with security vulnerabilities.
4. Some backdoors come with applications, including legitimate ones. Once the hacker gains access to a computer and access to the software installed on it, they have the authorization to take control and infect the software.
5. Backdoors can infect a computer by exploiting software vulnerabilities. They work just like computer worms and automatically spread without you knowing it. You won’t be alerted by warnings, setup wizards or dialog boxes when this happens.

What can you do to protect your business from backdoor threats?

Backdoor parasites are extremely dangerous and must be removed from the system. It’s essential that you contact your Technology Solutions Provider so they can do the following:

1. Block external access to all Server Message Block ports on the public internet.
2. Patch all Server Message Block vulnerabilities.
3. Block access to C&C servers (ubgdgno5eswkhmpy.onion) and
4. Install a DoublePulsar detection script.
5. Make sure to use an up-to-date analytics tool to monitor for insider threats.
6. Monitor your system for any newly added scheduled tasks.

 Contact our cybersecurity experts. We can “shut your backdoors.”

The term, “meta description” may seem foreign to some but we all see these descriptions each time we search for something online. The meta description can contain up to 320 characters and should be an interesting summary of what your website is all about. It shows up in the search results as those first few words/lines that explain the essence of your website or post.

How Meta Descriptions Work

Each time we type a search term in the browser, a number of results will come up. For each one, there’s a 320 character description of the site or page. People usually decide which site to click on based on what these meta descriptions say. That means it has to be snappy and fresh. The wording needs to grab your attention. It has to sound enticing. Think of it as a short, but powerful sales pitch. Potential customers are far more likely to visit a site that sounds unique, interesting or entertaining than one that sounds boring.

Though search engines make it clear that there’s no direct advantage from writing good meta descriptions, there is a very strong indirect benefit. If you’ve written a good meta description, then this will improve your click-through-rate (CTR). As visitors click-through to your site, the search engine uses that information as a way of determining that your site was aptly and well described. This will improve your position in the search results.

It is important to point out here that Google will not always show your unique meta description. Sometimes they generate their own description of your business based on factors like the search term and type of business it is. This is where keywords come into play. Most business owners now understand at least the basics of keywords and how they work. If your content is well-optimized, then it should reflect that by serving as a great meta description.

Google changes the way their search engine works at times and this can certainly throw a wrench in all your good plans. However, that should not stop business owners from doing sound keyword research and creating unique content with those keywords. It goes without saying that keyword stuffing is bad and should be avoided at all costs. Always observe the current standards for keyword density in a page of text, which usually runs around 2 to 2.5 percent.

Yoast Free or Premium?

Yoast offers a free and a premium SEO service. With the free service, you get one keyword for each page of content. The premium service allows five keywords for each page. The premium service also does a readability check using the Flesch Kincaid test which measures the grade level of your writing. Since the world wide web is filled with people from all backgrounds and educations, Flesch Kincaid usually recommends writing copy that would be easy reading for a third to fifth grader.

Use short concise sentences. Avoid big words that are not readily understood unless you are writing technical information for a specific audience, like IT experts. Try to use action verbs instead of passive verbs. Use subheadings and catchy taglines. Whatever you can do to make your site more attractive, unique and fun, will help. You can count on getting more traffic and higher conversion rates.

How to Use Yoast SEO to Write Meta Descriptions

If you don’t write a unique meta description, Yoast will produce one. Usually, it simply takes the first three lines of content on your page or post and uses that. If you’d like to edit that, then click on the “edit snippet” button. This opens the snippet editor. There are fields there to edit the SEO title, slug and meta description. As you type, your new meta description will show up. You can make changes until you feel it’s just right. The snippet editor has an orange bar at the bottom that will become green once you’ve typed enough information.

Many site owners use the first few lines of content on their page or post as the meta description. If your site has good, professionally written content on it, then there’s nothing wrong with that. However, if you feel you could improve the text, then, by all means, do so. If you can get the hang of this and really write powerful meta descriptions, it can greatly improve your click-through rates.

How to Write a Superb Meta Description

Once you’ve decided that this is something worthwhile that could improve your bottom line, it’s important to put your best foot forward. In order to write effective meta descriptions, you may need the help of a good copywriter. Copywriting is all about utilizing words to persuade searchers to click on your page. With only 320 characters or about two to three lines of text, it’s important to make every word count. Below are two writing examples to show you the difference between professionally written text and that of an amateur.

Good Meta Description:

Apple

https://www.apple.com/

Discover the innovative world of Apple and shop everything iPhone, iPad, Apple Watch, Mac, and AppleTV, plus explore accessories, entertainment, and expert device support.

The above meta description from Apple does contain some good keywords but it doesn’t feel awkward or forced. It’s informative. It’s also important to note that this meta description was written using the older rules where 155 characters were the rule. Today, we’re seeing longer snippets that contain more information to help searchers decide what to click on.

Bad Meta Description:

Mary’s Bakery

https://www.marysbakery.com/

Get some good donuts and cakes at Mary’s Bakery located in downtown Minneapolis. We cater and deliver. Our baked goods are tasty and made with quality ingredients.

Though the above meta description does contain some valuable information, it’s boring. The shop owner wastes valuable space here to tell consumers where they’re located. This is something that many searchers will not care about in their initial search. Use this space to talk about delicious pastries, cakes, and donuts. Talk about your award-winning cupcakes with buttercream icing. This is how you get people to visit your site and look around.

Caution!

Be sure that your meta description accurately describes your page or post. Yes, the wording can be flowery, powerful, strangely attractive, etc. But it should also be truthful. If you make promises you can’t keep, then searchers will quickly hit the “back” button. This can cause your site to fall in the search listings.

As mentioned above, avoid keyword stuffing. Just about all web visitors today understand what keyword stuffing is and most don’t like it. The reason? Keyword stuffing makes a section of text read awkwardly. It is typically not well-written content and it doesn’t make sense to your human visitors. Remember to write your meta description for humans, not for search engines.

Instead, focus on writing interesting descriptions and unique content for your human visitors. In the end, search engines will not be purchasing your products and services. Humans will, so cater to their needs, wants, desires, whims—and you’ll be rewarded with higher click-through rates and stronger sales.

Social media is big business and has the potential to drive millions of visitors to websites, engage directly with customers on a public platform, and solve – or create – problems in real time. What is the future of “social business”?

Twenty years ago, marketing and promotions were simple and straightforward. The majority of efforts were focused on print: newspaper and magazine advertising, The Yellow Pages, direct mail, billboards, and perhaps flyers. Email marketing was in its infancy, and digital marketing wasn’t quite yet an industry – though there are firms that argue this time frame. Metrics were relatively predictable, and results were in the form of sales and revenue.

• Yes, The Yellow Pages telephone directories still offer printed books. Publishers of “phone books”, as they’re often referred to, reduced paper usage by half before 2013, and major efforts are in place to ensure unused or outdated materials are recycled.

This is not the case today! There are so many facets to “digital marketing” that it’s safe to say the industry is constantly evolving. Yes, constantly. The rules change just as often, and the de facto rule-maker is Google. Google has the famous “Google algorithm”, by which all search parameters are defined. If a business or brand doesn’t meet Google’s search preferences, they’ve wasted their time and won’t make the first page of a user’s search results – and when was the last time you clicked past the first page of results in an average Google search?

There are ads within emails and ads on websites, and even “sponsored results” in an Internet search. Consumers have ads coming at them from every angle of the Internet, so why would social media – including the King of Social Media, Facebook – be any different? It’s not. In fact, a Facebook user is valued even more highly than a search user. The Facebook user is already engaged with a website, and it’s one where the content that loads is customized and personalized for each user. Google tries to do this with search results, but there’s only so much Google can do with a string of words and no context. Both Google and Facebook have the user’s history of cookies, but Facebook has the incredibly valuable position of knowing a user’s friends, families, what content a user likes – literally “likes” by clicking the blue-and-white thumbs-up symbol – and what news stories, photos, and content a user clicks on and engages with. In this context, Google’s metric is the click in terms of the value of a visitor, whereas Facebook’s value of a click is a highly-engaged user already on the website and opting to give more of their time and attention. The ultimate competition comes down to the value of a visitor versus the value of a click.

After evolving from a social platform into a platform that can be highly monetized, Facebook turned the digital marketing industry upside down with the newly-invented notion of advertising right in front of Facebook users. Any organization or brand that has ever paid for advertising on Facebook is used to Facebook changing things up by now – after all, Facebook changes their approach on a regular basis. After seizing the lead and maintaining this very profitable position for years – and years – the brain trust recently announced a bold decision to simplify their overall approach – after long being the primary innovator in social media and marketing and carving the path which others follow today.

Facebook Advertisers Are Users, Too

Facebook users fondly recall a time when privacy settings at the user level resembled a “stealth” mode when users had the ability to set their account information, including their names and other details, as completely private and would not show in other Facebook user searches. The added bonus was the implied guarantee that photos, posts, and other user content had this same level of protection. Sometime around 2009, Facebook implemented a pretty major privacy settings overhaul and many users who long enjoyed stealth status were suddenly thrust into the spotlight – and was no longer “invisible”. In all fairness, Facebook gave plenty of advance notice this change was coming. Their public reason was that Facebook is a social media platform, not a private website where a user could have total control – and this is a fair position. Facebook is a free website for users, but it’s not a nonprofit organization. Ever evolving, their approach has tweaked and allowed users to choose various privacy settings for posts, images, etc., which are highly customizable if the user chooses to take the time.

In 2017, Facebook recognized a growing dissatisfaction from its users and tried to pinpoint the cause. After much speculation, Facebook realized the greatest impact to the user experience is the allowance of brands to intermingle with users in their feeds, detracting from the social purpose of the channel. Thus, more major changes were in store. Facebook announced a desire to go “back to basics” and return the focus of a user’s feed to posts shared by friends and family members and make it harder for brands to get their content seen (unless advertisers were willing to pay). The result was that post reach – the number of people that see a post in their feed – plummeted. The plan was for average Facebook users to see fewer news stories, cat videos, political posts, or branded content, but rather see more photos shared by friends of birthday parties, graduations, and other significant events entirely unrelated to corporate messaging.

Privacy, Redefined

The change to the Facebook feed was a welcome change to users and required a major adjustment to social media marketing efforts for companies. Details of how the changes rolled out and the reasons for these changes trickled into news stories until major news broke that Facebook sold private user information on more than 87 million Facebook accounts to an organization involved in the political arena in 2016. Users worldwide felt violated that a trusted entity would share such private details – a harsh reminder that Facebook is a for-profit entity and users need to read the “fine print” and not just agree to Terms and Conditions without reading. Your digital life is not your own when using a website owned by someone other than yourself.

So, what can Facebook users do to protect themselves? Without deleting your Facebook account, it’s wise to do a once-over on user privacy settings every few months to verify what might have changed and safeguard your information.

• Check your privacy settings
• Facebook offers a variety of user settings allowing for a spectrum of privacy, though most remain a mystery to users. Under “Settings”, click “Privacy” and control how visible information like posts, account information like phone numbers and email addresses, and friend requests and more are.
• Keep friends close
• Friends’ activity can impact others. If a user allows tagging in a friend’s activity, this is then affected by their privacy settings and is subject to sharing or visibility by others.
• Beware third-party apps
• At first, it seemed benign to click “accept” when a third-party app or quiz intrigued a user enough to click content, with the innocent warning that the app would thus be granted access to a user’s profile and list of friends. That list of friends became an incredibly valuable commodity in an environment where privacy settings were controlled by a user – a tricky little workaround.
• Users can adjust these settings quickly and easily but often didn’t go back to limit access.
• Review security alerts
• Users can opt for security alerts when Facebook detects a new login from a different device or browser. Two-factor authentication is also an option. To enable, access the same “Settings” menu, and click “Security and Login” from the left navigation and choose “Setting Up Extra Security”.

Security considerations impact all Facebook users, regardless if a user is also an advertiser. Before abandoning Facebook entirely, employ additional efforts to protect user data and your privacy. This type of “social security” has nothing to do with the government-issued card Americans carry, and a few additional steps will help secure user information and improve the Facebook user experience.