Digital Marketing Expert – How to HireDigital Marketing & Communications

Digital Marketing Expert – How to HireDigital Marketing & Communications.

This blog is not to promote me as a Digital Marketing Consultant, but to let business owners understand what they want. The problem starts with less understanding of digital marketing process among business owners. Let me clear one thing, Digital Marketing is not a science, Its an Art. Basics of Digital Marketing always remain same and fundamentals never got changed.  If you are an Indian, below definition will given you more clarity on Digital Marketing:

Crafting Digital Marketing Strategy is like making “SAMOSA”, where all chefs(AKA Digital Marketing Experts) know that they have to make a triangular cone shape with spicy potato stuffing, but two SAMOSA from two chefs never taste same.

SEO: You need to Earn it..

Hi Folks. Hope Google panda revision will got impact you too much(Isn’t it’s too late to ask? Just forgive me). Anyways this is not my cup of tea. A variety of articles are available on this topic. However let me clear its just a patch update and nothing gonna happen at mass. At least for my websites.. there is no flux.

 

Today I am writing this blog based upon my discussion with one genius who said SEO is not worthy. Basically there are two type of Business owners with respect to SEO view. One thinks it’s a rapid implementation and should expect results in a quarter. The other one thinks it’s a process required for business to be in competition. But all kind of business owners has a common point, How much to invest in SEO and what should expect from this?

 

So, if you are the one who is seeking advice on above point you landed on right page. I am not a SEO genius as my blog name suggest accidentally(Soon I will shift my blog to other domain), but I do understand the nature of this process and Business owners. First of all, the perception of ROI from SEO needs to be revised. SEO is not a magic, it never use to work in that fashion. However we have tricks to rank high in shorter time, but they are not for forever. Most of the time professional use this tricks for bullish clients and to charge high dollars for quick results. Make me one more thing very clear, there are hundreds of way to play with a website to show traffic increase and partial conversions, but it’s all an industry gimmick. I have seen many big names doing above things with their clients.

I don’t want to blame professionals or company for this. That’s the way they make money. And money is all about, why we open a company or be a professional. My effort is just to make process more clear and to make business owner’s understand, be away of bulls race. Now I’ll put spotlight on SEO.

SEO is no more about meta tags, keyword density, backlinks blab la bla. In past I came across many client who asked my to get backlinks and they were happy to pay for it. Same with other SEO factors. But does it work? At some extent yes.. But as Search Engine revise their policies/algorithms we again need to work from scratch… So now a bigger question came, if it’s not SEO, what is it?
All SEO’s who don’t agree with me, please forgive me, I already started loosing my hairs.. :(

As per me SEO is about keep doing better with your existing website to make it more useful, neat, organized and user-friendly. Consider spiders as your website visitor. Believe me, you will amaze after looking at your result.
Now compare SEO and PPC… in PPC you pay and get listed on page 1 and respectively get traffic and conversions. Of course a lot of optimization scope lies there but I don’t wanted to go in that domain in this post. I said keep doing better with your existing website, What it means?
Content is king we all knew this, but most important thing is presentation and structure of your content. I will not neglect the basic SEO practices, like meta tags, URL rewriting, Hx, Internal Hyperlinks and organic backlinks. But the bigger picture is how you beat competition if you just stick to basic practices, not the robust link building and other stuffs?

So now SEO has below things to include:
1. Navigation optimization
2. Junk Codes removal
3. Using easy and neat scripting
4. faster load time
5. QR code compatibility
6. Optimized images(not over optimization just what should be justified)
7. Basic on-page SEO as per google guidelines

Oh.. He shouted on me.. Is this what you suggesting?? I said, no.. This is where we start. We need to make content sharing strategies. At the same time we need to focus how you can decrease the link levels of your website. Next we need to target our website usability. Remember even if your website rank #1, it will be of no use with proper usability testing and analysis.

Now, the major part forgive generic keywords. You need to optimize on exact phrase which you believe should 100% convert. Remember one thing your business need conversion not clicks. High traffic with low conversion is worst case of frustration. Better proceed with small amount of visits with expected rate of conversions. For example, I sell Sports Shoes and I have verity of those. So rather than targeting “Buy Sports shoes“, I will create a pool of keywords like “Buy Red sports shoes in Chicago” or something similar.
When you did it, it’s time to think beyond general website and incorporate micro formats. Any visitor will love to click on your listing, if they see the product information on same search result page, like Price, Discounts, Likes e.t.c. You may read my blog on microformates for more information on this.

So what have been changes so far? Let me clear SEO is not about paying somebody to optimize your website, it about earning respect in eyes of your customers and Search engines. Of course earning takes time. That’s why I said “You need to earn it”. Because SEO results are often stable and don’t ask for money on each click. So focus on clicks to conversion strategy rather than keyword to click.

Google Analytics: Analysis to do

Hi to all Folks.. Wishing all of you a profitable and full of conversions 2013.

Its been a long time since we all are using Google Analytics and I believe all of us loved it. Primarily for being free and secondary for there intuitive initiatives which keep web marketers in pace with consumer behavior. As being a advance analytics user, I have been able to explore much more things in GA which leads towards desirable reports and recommended analysis of you website behavior. Most of the time people come and say that they are not able to decide actions based upon their GA reports.

Actually It’s a very big question. Decision making with GA reports? What I observed in many last years that GA reports are often misinterpreted or under-estimated. The problem is not with people but the problem lies in understanding you very own website basics. Web is flooded with articles on checklist of websites, GA implementations and other stuff but still lot many users are not able to reap the fruit. A simple word comes to my mind each time I encounter such user which is “WHY”. Although its too big to illustrate the real reason but still I can snoop into, Let me put my detective Hat and special glasses…..

I am ready..
My question to GA users is very simple.. What they expect from there Google Analytics Implementation? Did anyone got the answer.. umm.. my answer is nothing but to track micro segments of my website. As I answered a bald head man came into picture and asked “Micro-Segments….(itching head..) what’s that?”. Now its my term to itch head that what I said… oops..
Lets start with scratch with scratching too much…
Your website is a sets of pages. Each set has unique content and purpose to serve. First try to dissect your website in following layer:
1. Business Layer
2. Presentation layer
3. Interaction Layer
4. Conversion Layer
5. .. May be you may have some custom layer..Like ECom, Widget, Mobile.. etc.
Now as you have did it you are ready for understand my view point. Usually people doesn’t segment their website to get GA reports according to that. Contrary to above they start applying too much of filters and custom reports.

Now implement advance features of GA like Custom Variables and Click events. I like that each layer has different variable. Or you may apply 2-3 GA accounts with rollover if your website is Trunkey enough. After implementing in above manner.. what’s left.. Its which reports are for you..

Most of the time people end up looking Visits, Bounces and Goals. Is it enough to make any decision. I don’t think so. We should have form a equation for our website on below things:
What would be ideal bounce rate?
What is expected Goal Value?
And most important the hypothetical navigation path for each of your website layer.

Let me explain on case..
I went to a shoe store to buy few casual and formal shoes. I was roaming around and looking for desired stuff. Suddenly on guy came into picture who greeted me and explained me offers and new arrivals. As I told him my choice he showed me the sections of desired collection and left saying that I may call him when needed. Finally I made my choice and again called him for assistance. He served well and made me but 3 pairs.

While returning back I started thinking what’s missing on the e-com store which I navigate periodically for such stuffs.

Now look carefully.. The shoe store is a website. The offers and promotions are your media placeholders. Finally the sales guy is hypothetical navigation of any user.

I explained a lot and deviated from main topic that’s how GA will help? Go back and read again if you missed my clues in above paragraphs. Now I have all the GA reports on my desktop. I started brainstorming.. First is how a visitor came and then I followed his entire navigation till exit. With the help of GA reports, I made many patterns on converting and non-converting navigations. Now I made few hypothetical navigation which I thought will navigate most.

After doing above.. Now the main objective starts.. Decision making with GA. Once you have above things call your webmaster, Designer and Marketer.. Might be they are one..
So, start with experiment keeping an eye on real-time reports under GA. Start diverting traffic to you hypothetical navigation and see the results. Don’t do a lot of A/B or Split testing. I personally don’t advise as they are time taking and not worthy for immediate decision which are required during festive and sale seasons. B2B users don’t mind. Same principle apply to you as well during events and business meets. Now as navigation goes on see the core ingredients of success:

Keyword, Referring sites, entrance page, length of visit, navigation path and exit point. After this record the bounce rate on exit point and entrance point.

Now its your business to make decision until you ask me.. This post already got too long and will be irritating after this.. but for sure next blog will be of same series…

Happy new year again.. Good times…

A Night with GA Real time Tracking on Multiple Domains

Its been long time I was busy with some major tasks. But this task only gave me the new experience to share. I was working as per US-time zone from my Home in India. I was quite occupied with a lot of tasks in which one was multi domain tracking.

It was not a new topic for me, but I decided to do it in a new way. Now a catch till time most of webmaster use to think that our Google tracking code is domain specific. For example if you have a website www.xyz.com and a Google Analytics profile for same say UA-xxxxxx-x. Now what will happen if you paste same code on some other website www.abc.com ? Will it report data? I know most of you will say “NO”.

But the actual reply is yes. Even if you place some other domain tracking code to some other it will still report data to GA admin. If you want to test the same, follow the below instruction..

1. Create one new account on www.google.com/analytics … Wait a minute you need not to register again. Just login to existing account and select “Create New Profile” option.

2. Now get the code for any of your website..

3. Verify that code by applying on home page.

4. Now use the same code to other website which you own or blog.

5. If you have multiple computers/laptops then navigate that page on your website…

6. In you GA admin, click on Home tab, just before standard reporting

7. Check real-time data

Now the catch, you will not be able to get domain name. You will only get page data in real-time view, for example if you are navigating “www.abc.com/contact” then real-time will show you “/contact”.

See the screenshot below (This doesn’t have any data as its dummy):

Screen Shot 2012-07-27 at 9.52.15 PM

Now the question is how to get domain name in report if you have placed same tracking code on multiple domains? Don’t worry, just follow the below steps (Source: GA Support):

To show the domain in the page reports, set a filter to include all components of the page URL, as follows:

  • In the Profile Settings page, click the Add Filter link.
  • Choose Add New Filter and provide the filter a name.
  • Choose Custom Filter and select Advanced on the Filter type settings.
  • Under Advanced settings:
    • FieldA should be set to Hostname
    • FieldB should be set to Request URI
  • Set the values for both Field A and Field B to (.*), which is an expression that captures all characters.
  • Set the Output To –> Constructor option to Request URI and provide $A1$B1 as the value for that choice.
  • Your reports will now show:
    http://www.example.com/index.php
    — sub.example.com/more.php

This will capture the http://www.example.com portion of your URL and include that at the beginning of your page URL in the content reports section.

See below screenshot:

Screen Shot 2012-07-27 at 10.31.35 PM

So, this is what I got to test via GA relatime in one night. I have tested it on https as well and also in mailers, it works everywhere. Now the question is: Its Good or Bad? I am writing on the same observation but meanwhile I leave it to you for commenting and let me know your views on this.

 

Creating a new website and confused???

Welcome folks.. All of you are aware that I am not a frequent blogger due to lot of other professional engagements.. But anyways.. Sorry for that..

Today I can’t resist myself from writing this blog as in few weeks I came across many people who wanted to create  a new website and get confused what to do??? I can’t disclose company names but many company who want $1M turnover from online business, still digging with changing page content, layouts.. every week just to make some profit and result.. all goes to vain.

I am not against corporate designers, management either.. A lot of websites appeals so much that user can’t resist themselves from navigating and some are too informative that one can’t stop self. But here I want to illustrate different story altogether. There are two kinds of e-business establishment, one who know what they have to do and how and other are digging the things that what they can do and how… These combinations are interchangeable. A new type is there which I am not listing as they are just lifestyle business owners. Now you must have got me.. I am not talking about blonds and surds but of copy cats who copy an existing business and make some profit out of same from competitive advantages.

Oh.. I think I am going more in to business intelligence. Let com back to the point.. “WEBSITE”. First I want business owners to make it understood that website what they think is entirely different than what it is. Most of the cases it defined as “A channel where a owner can list their product and services/information with some funky images to lust their visitors to make sale”. Fo this they hire agencies or do a lot of brainstorming, see their competitors and then try to make a design which can be better from those or at least nearby those as per their budget allocations.

Please correct me on above point if I am wrong. I would like to update this definition.

So, let me directly come to point and list me ingredients of successful website:

1. Copied content

2. Best design of any competitor

3. Product Display/Service Listing

4. SEO friendly

5. Expensive CMS

6. Post graduate content writer

7. $$$ ADs

So got impressed? I know you will kick me out of board for saying this but its the naked truth of this industry. I daily follow ups 100s of websites and found same above ingredients. So whats my comment?

Here it goes:

1. Business Layer draft

2. Functional Layer draft

3. UI Layer illustration

4. Consumer Behavior study report (A lot of research firms can provide you that)

5. Geographic choice of colors and themes (For example bright colors will not make sales in Eastern part)

6. Defined Goals

7. Simplified conversion path

8. SEO Framework

Once you are done with above now the second part will be

1. Content writing… If its a commerce focus on reviews and product details. Gather as much customer reviews as you can. Believe me, it will be cheaper than Post Graduate content writer.

2. UI Design to accommodate all above listed items. Don’t copy designs, be creative. Put yourself in customer shoes and think what would be best to click you for conversion.. Draw on paper and give it to designer. No need to high wire framing applications or experts. But yes you need a good graphic designer.

3. CMS and commerce framework- A lot of open source is available.. try them and then upgrade once you taste the flavor of success..

4. HTML 5- Remember that you need to be synchronized with new trends. As future of search and websites are depending upon HTML 5, its better to adopt now and use proper micro formats.

Once you are done with above stages now its marketing… For this.. wait for my next blog.. as I have a campaign to finish first…..

Have a great time.. do me a favor… drop comments.. its the only reward that I can get from my blog…

Search Bots: They are James Bond and we thought of Mr. Bean

Today morning I came office before time (It happens twice a year or less).  This just because I had my morning coffee extra strong which didn’t allowed to me sleep again in such awesome winter. Hope all bosses can understand this :(

Any How.. Greetings to all my Folks and SEO freaks.. I am thankful to Mike and team for such awesome research on search engine bots. If you like to study the follow this link.

I am shocked to know that Bots are not a lynx based crawling application but they are headless browsers. Now the question is what is a headless browser? So the headless browsers are surfing application, which works, on headless system. I have no clue that how to explain it right hence I copied from Wikipedia. A headless system is a computer system or device that has been configured to operate without a monitor (the missing “head”), keyboard and mouse. A headless system is typically controlled via a network connection, although some headless system devices require a connection to be made via RS232 for administration of the device.

So as we can consider old concept of bot as Mr. bean, then the new will be James bond. By saying James bond I literally mean “girls” and “gadgets”. So lets start with girl (You folk, stop mouth watering, I am not going to show some naughty clips). Mr. bean always act silly and behind full suited girls. Nothing to show. No extra intelligence and even less than normal “common sense”. We use to think that spiders’ aka search bots are Mr. Bean but this is no more a truth.

Mr. Bean

Mr. Bean way to Look

Now take a snip of Mr. James Bond aka 007, always smart, a lot of gadgets and sexy girls in night suite and bikinis.

James Bond way to look after

Point I was discussing a girl. There is always a tendency to admire and inspect more of G-factor. Hence considering a website as a girl Mr. Bean always failed where James is pure playboy. Matt Cuts, the director always let us feel that bots are silly, they can only look after ugly angle of website (text mode) and scan only text matters. But obviously not true.

Try looking for following patents:

  1. A patent filed in 2004 entitled “Document Segmentation Based on Visual Gaps” discusses methods Google uses to render pages visually and traversing the Document Object Model (DOM) to better understand the content and structure of a page.
  2. Ranking Documents Based on User Behavior and/or Feature Data” patent from June 17, 2004
  3. Google also owns a considerable amount of IBM patents as of June and August of 2011 and with that comes a lot of their awesome research into remote systems, parallel computing and headless machines for example the “Simultaneous network configuration of multiple headless machines” patent.
  4. Not to be left out there’s a Microsoft patent entitled “High Performance Script Behavior Detection Through Browser Shimming” where there is not much room for interpretation; in so many words it says Bingbot is a browser.
  5. Furthermore, Yahoo filed a patent on Feb 22, 2005 entitled “Techniques for crawling dynamic web content” which says, “The software system architecture in which embodiments of the invention are implemented may vary.

So what are these? It means from last seven years search engine bots have been able to crawl everything including Ajax and Flash. Its good for the health of web and web search. But question clicks that why search engines always hide these facts?

Actually they have said but in different terms. Smart people are there who proved me dumb. I am sad L, but the key point here is to understand what is changing. The user behavior has changed a lot on past 2-3 years and there are many robust changes with smartphones and tablet penetration. Now the SEO concept has to be revised. All black hat marketers, I am so sorry for all these and for this article please forgive me and break Mike’s headfirst.

The change will be in website architecture and usability level. Every Webmaster must know ABC of usability testing. If you want to know more then wait till me next blog. I think I wrote pretty enough to understand. Next I’ll cater in my upcoming blog… till then enjoy the winters and Christmas offers.

Twitter Brand Pages- A new era of online branding

Good News is here for brand owners at Twitter. Twitter has announced its Brand Pages, which is look alike facebook page, but for sure its again concentrated on microblogging and 145 chars posts.

Why Twitter launched this?

Twitter has gained unpredictable popularity and massive user crowed. In initial days when twitter was launched I too ignored it like many other folks. I was not too wise that time (Might be due to excessive hairs on my head those days L). Popularity and simplicity of twitter attracted many brand owners to create a profile on twitter and stay connected with their customers. A lot of good and bad brand example came in space by that time.

Look at the below chart and you will know plenty of things:

Twitter Accounts by Industry- 2011

Twitter Accounts by Industry- 2011

But there is significance of brand over a individual. Every brand has to associate a lot of other dimensions to actually deliver what they are. Obviously these can’t be done under an Individual’s parameter. Twitter has evolved much with a single motivation that keep users as comfortable as they could be. While blogging is like a business suite to me twitter still feels like tee-boxer combination. This is the same motivation that driven twitter to launch brand pages to attract even more users and attract more brands to increase their brand loyalty.

What would be use of twitter brand page?

Only time and smart marketers can decide this. In my previous blog on twitter I have discussed it as well. The brand will synchronize their activity on twitter in more organized manner. The iPhone and android versions of twitter will keep users to stay updated with more focused content. But the point here is to make The lists and tags are for same use. The brand page will help brand owners to create short service code for customer queries. Like a restaurant page may have short codes for order status enquiry or a hotel page may have booking status or service request codes. Using it can do even much more advance ticketing. See the example of a twitter brand page below:

HP twitter Brand Page

HP Twitter Brand Page

What to do now?

Oh.. I am going to make a cup of coffee and sadly I have to wash my coffee mug as I use same every time. Meanwhile I’ll checkout some brand pages as well. You know that making coffee is a big deal… boiling water… putting sugar.. searching coffee beans…. L But the good thing about twitter brand page that you get everything at same place to create one for you and the worst thing.. Be careful with messaging and type of twitter contest and updates you do, otherwise…..

Affiliate Marketing- Myths Busted!

Hi Folks… In this holiday season I am sure that affiliate marketers are earning good and trying lot of new dimensions.

First I would like to explain what is affiliate marketing to all newbies. This is nothing but a commissioned sale process where one use to sell others product while taking some commission. The product used here is universal entity, which could be a service, a tangible product, an intangible product or a subscription or anything else where user can take action in such manner that gives benefit to other party.

Below is the map, which will describe this process:

Affiliate Marketing Basic needs map

Affiliate Marketing Basic needs map

The CPC, CPM and CPA are modes of Affiliate Ad, which respectively means for per click, per thousand impressions and per acquisition. Merchant is one who owns the product. Affilate is one who redirects visits from his own digital media to merchant’s location. To execute this task in justified manner and take care of financial transaction for commission of affiliate, a system is required which are offerd by various of portals like clickbank and some self hosted/web hosted we apps are also available. Let see how it works:

Affiliate Marketing Process

Affiliate Marketing Process Flow

I think above is pretty much for introduction. I deviated myself from the topic. I was about to talk about myths. So lets start now on “Affiliate Marketing Myth”. For every myth there are two prospective, one is of merchant and one is of affiliate. I am just listing common myths to save myself from writing such long.

  1. Affiliate Marketing is not easy: Answer to this is affiliate marketing is not difficult. It’s tricky. A merchant should start recruiting affiliate only when they completed their testing on their own. Testing includes landing page performance, conversion rate, and product testimonial and ofcourse payment methods. Further affiliates need to promote only authentic products symmetrical to their website nature. Never rush into affiliate war. Remember that you need to grow a tree before reap the fruit. Quality content is what is required most at affiliate side as users wanted to look after those only.
  2. Affiliate Marketing gives huge money: There is no concept of getting quick money via affiliates marketing and bewares of these frauds. It also depends what is huge money for you. Some people just look 100$ a day as a huge money so its great. In affiliate marketing you need to test that how much money spend returns to what? In simple language ROI. Every visitor on your website costs, even if its your labor only. So look from these prospective.
  3. So many affiliate programs will return best: You have to build a stand alone website for it, write dozens of promotional articles for it, create videos to promote it, and drive traffic by way of PPC programs such as Google Adwords.  Tread lightly when just starting out.  Build up one program at a time and then add to your portfolio of programs until you are earning what you want to earn.
  4. Affiliate Marketing is spam: There are some in this category but it’s not true. Learn basic SEO and email marketing. Make a double opt-In list and you will be free of these comments.

Above four points are just to make you comfortable to know that affiliate marketing is not bad. It’s a future. No body can promote their product/services on every dimension. Advertisings are for that only. But advertising is far away from affiliates. Affiliate marketing about endorsing and giving your stamp of approval on a product or service to individuals in your network.  It’s also about growing your network.  Advertising is mainly about creating awareness about a brand.

HTML 5: Will it change the SEO completely?

Hi Folks… I think you all people are busy buying some stuff, gifts or gadgets at this Black Friday. In India there is nothing much on this occasion but I got time to brainstorm.

Many months back HTML 5 has strike in very strong manner when W3C announced its adoption and announced official date on same. It’s a great milestones for web development and new dimension of websites. With some great features over HTML 4 what else it can do? As an Internet Marketer I can see a changing landscape in near future in arena of SEO practices. However keeping base model same it will evolve the ranking mechanism.

HTML 5

HTML 5 Logo

Now, the question comes in mind, HOW?

First all SEO’s need to know few things like, what is HTML 5, what evolutions it will bring and how it can screw existing space and most important think how dangerous is to ignore it.

Following its immediate predecessors HTML 4.01 and XHTML 1.1, HTML5 is a response to the observation that the HTML and XHTML in common use on the World Wide Web are a mixture of features introduced by various specifications, along with those introduced by software products such as web browsers, those established by common practice, and the many syntax errors in existing web documents. It is also an attempt to define a single markup language that can be written in either HTML or XHTML syntax. It includes detailed processing models to encourage more interoperable implementations; it extends, improves and rationalizes the markup available for documents, and introduces markup and application programming interfaces (APIs) for complex web applications. For the same reasons, HTML5 is also a potential candidate for cross-platform mobile applications. Many features of HTML5 have been built with the consideration of being able to run on low-powered devices such as smartphones and tablets.

Above quoted paragraph is copied from Wikipedia (Copying is our born right ☺ if no body objects). It tells a brief of HTML 5 which has a lot of abstracts. In brief it’s a single markup language to support multiple browsing platforms and application API to render same time while browsing take place. It’s a cross platform for web development with segmented and characterized page elements.

So, what have been changed so far? Now a Webmaster can spoon feed search engines their web pages. For this there are set of functions. Also inclusion of microformats is one of the core things, which search engines will look after. Search engines are getting smarter and there are many reasons to believe that even now they are applying page segmentation. Basically, page segmentation means that a page is divided into several separate parts (i.e. main content, menus, headers, footers, links sections, etc.) and these parts are treated as separate entries. At present, there is no way for a Web master to tell search engines how to segment a page but this is bound to change in HTML 5.

As far I can understand search theory, its helping user to find what they are looking for. Hence, HTML 5 syntex are much more advance than of current syntax to provide relevant information. It will change the search snippets as well. Its still in premature state but its better to keep an eye on it. Rapid development of smartphone devices and tablets will penetrate this at a faster speed as we all will be needing synchronized platform for web development. HTML 5 has potential to change online gaming and social media space. So, once it will be accepted among development community it will change search space as well.

On a keynote, I’ll say just one thing… Don’t be over smart and don’t try to be more visible. Be honest to your users and optimize only on relevant business queries to last long in your business and having more flexibility to switch your SEO strategy.

“Merry Christmas” to all Folks.

Publishing Houses and SEO

Few Days back one gentelman asked me wheather publishing houses should modify their content as per SEO demands or not?

This is a major question in minds of publishing group marketing minds and SEO groups. I dont know why people are so much confused on this topic. I am very clear on this prospective and below is my answer on same.

“No”, publishing websites should not modify their content with respect to the principles of SEO. The simple reason behind this is, SEO is a technique that works over good authentic content, but vice-versa is not true all the time.

Consider a blogger who blogs about technology proficiently. In most of the cases, he/she would not be SEO savvy. So, will search engines drop their ranking? The answer is simply “No”.

There are numerous parameters involved in the ranking mechanism. As far as Google is concerned, it values off page factors more, in which content authenticity and freshness rank at the top.

Publishing houses are content providers, which do just that. Further, their regularly updated content serves as a reference of daily communication and gives credit to multiple sources, which is a favorable feature in terms of ranking.

Publishing Houses

SEO and Publishers

The HTML 5 technology is emerging as a new dimension of SEO. Using micro formats, the publishing websites can deliver relevant information to search engines, which in turn can help the users to know more about website catering to their interests.

As a closing note, I’d say that no doubt writing SEO friendly content is always recommended until it reduces the value of your content, but we do not need to modify existing content on publishing websites, since it can be an effective tool in its own stride.

Hope all the Folks enjoy reading my blog. Do let me know same via your comments and feedbacks. I’ll love to hear from you. Also you can suggest topics for next blog as well.

Tags: , , ,

Stand Up Leadership

Hi Freaks.

Who is leader and what it mean? We know thousands of peoples or more than this figure to whom we call as “Leader”. We peep in to biography and study many pattern and multiple text book during our study of “Leadership”.

My friend Suhel Khan once said me “Leader’s Job is to create leaders not followers”. I agreed on core of his words and today I wanted to elaborate same with my experience with Mr. Rajeev Bala at Adtech, New Delhi.

Leadership

Leadership Factors

I have passed through many bullshits (I forgot, they are so called Leaders :)) during my professional journey. Everyone has different characteristic and objective. As soon as time passes I became old… and my friend became bald by spoiling my night with silly aggressive talk and mild whisky, I started analyzing. Basically a common man forgets that being common is an extra ordinary thing.

A man who works hard, who always follow clocks, take all commands by respective seniors, have a bit frustration with wife, tensed with next month expanses, unhappy with current appraisal, tortured by credit recovery guys, jealous with neighbors’ new car and YET giving 100% + productivity and smart ideas for enterprises and small businesses. Now what we say that our leaders make fortunes or run businesses. At least not true for IT ventures or if true people are much diversified.

Trend emerges and some times silly things get converted in million dollar enterprise, like Twitter. Here it comes about analyzing potential and boosting or I must say provoking one leader that is underneath.

I attended many sessions at Adtech New Delhi but one is really one of those kind which I never forget to mention about.

Rajeev Bala at Adtech Sponsered workshop

In that session Mr. Bala has made panel and asked for SEO campaign in five minutes. Obviously I was in that panel and as per Mr.. Bala my idea was winner there. You can see pic above. It’s the nice example of user engagement. We need to identify skills and the best way for same is to provide or create a platform where talent can be showcased. Eyeca is the biggest initiative for the same.

Remember what dell has done. The creative ideas collected by dell users helped dell to came up with smashing ads. We know that 95% of people follows rest 5%, that’s how twitter grown up.

Understanding the individuals psychology and treating them with same is an art. the one who has this will be a leader.

Adtech Delhi 2011 at a Glance

Hi freaks. I have attended adtech Delhi on 27th and 28th April 2011. It was a nice experience and below I am expressing myself.

Adtech is a massive event in dimension of online marketing and advertising. It’s was first time in India. I have observed that how marketers’ attitude is changing with respect to online marketing. First thing that this arena is in a revolutionary phase of online marketing.  Increasing ratio of Smartphone are defining new dimension of marketing. I agreed with the words of Krishna Kumar (business development, APAC, inmobi) that the concept of lean back advertising and personalization will lead creatives in this arena.

Moving Further Mr. Rajeev Bala has described creative content strategy, and it’s awesome. I agree that until our content grab user attention, the web or campaign is dead. Users have millions of option available on web, so we need to be creative with marketing strategy. Stat shows that 80-85% of people never clicked on any display ads. We may think why? Either user wants a justification before clicking on them or else our creative’s fails.

Internet marketing industry could never be ruled by guidelines. Here we have break existing phenomenon and define new. Strategies are not based on quarter but it manipulates times to times and medium to medium. Big guys never thought about the same. The concept of flash sales is one of those ice breaking ideas. Pear Uppal (fashion and you) and Gaurav Kachru (deals and you) has described the same in very beautiful manner.

I had many more sessions with other guys but I just concentrated that what was not there? After analyzing all sessions what I felt that upcoming trends were missing. The speakers at Adtech were not focusing on what couldn’t be done and how industry is evolving day by day?

Here it comes to me. For example Facebook talked a lot about their advertising benefits, reach, extensive demographic and geographic reach, but they failed to explain that for what kind of industry it will fail. However it’s common if anyone will apply that. What my work experience say that lot of marketers doesn’t have common sense. If we talk about fashion, gadgets, or similar tangible products, FB is smash but contrary to that if we use FB for hardcore electronics, agriculture, or similar industry it’ll sink.  Now come to Google Adwords… a lot of people are just wasting there money and time doing PPC without knowing which SE will cater what? This question needs and answer whenever we talk about paid campaigns.

Next level is user segmentation. Targeting geography, language and demographics are now too old. What could be done next? Here it comes to artificial intelligence role on navigation. Next level is of custom navigation which will change as per individual. Hence targeting would be too much specific and new concepts, like gender, choice, and decisions come into picture. These points were not covered in Adtech presentation.

Concept of personalization needs to emphasize.  Ad personalization is a new concept which is evolving these days but still not up to that level. Only brands like, Audi, BMW, HP are doing these things. These new concepts need a lot of market study and user behavior analysis. But one should know that web is never like before and we can’t take it as a display network or Ad placements any more.

I’ll be conducting a webinar on same soon. I am preparing for same. Till then have a nice surfing…  Meanwhile please update me with your queries and feedback.

Why to setup your mobile marketing campaign?

I just got my recent website magazine issue and came through some interesting facts.

According to a recent Search Marketing Now Webinar on mobile trends:

  • 49% of smartphone owners have purchased from their phones in the last 6 months.
  • Mobile commerce is expected to reach $119 billion in sales by 2015.
  • In 2009, 78% of marketers that experiment with mobile said their goals were met; 9% state that expectations were exceeded.

So, the above stats are incomplete without this below one:

Mobile Traffic Details as on April 2011

Mobile Traffic Report

The amount of global data traffic being offloaded from smartphones, feature phones and tablets to complementary fixed-device networks will grow about 47% from its 2010 level of 43.1% to an anticipated 2015 level of 63.25, according to a new whitepaper from Juniper Research.

Mobile Apps Information

Mobile Application Usage

Now you may have a look at the image added here in left. You might not be able to see details as it may appear small enough. You may open same in new tab in full size. Here you can easily monitor that how rapid growth this particular industry has.

In terms of the operating systems running these smartphones, Symbian and Android will dominate the mobile operating system market by 2014 according to research firm Gartner. They expect that Symbian and Android will combine to form 59.8% of the total mobile OS market by 2014. Symbian will hold the slight advantage with 30.2% versus Android’s 29.6%.

They also expect BlackBerry OS’s market share to drop from 19.9% in 2009 to 11.7% in 2014. Despite the drop in relative market share, it should also be noted that by 2014 there will be a significant increase in the number of smartphones in the market, so despite a smaller percentage, their volume is expected to increase dramatically.

Now coming back to the illustration of given image.  There are more than 3 millions apps available and downloaded so far on various mobiles. Total revenue of $5 billion has been spread-ed across developers in 2010. So how far we’ll go from here.

Now you people may ask that how these stats will help in marketing strategy? The answer is very simple the more an application paltform or OS is growing, it gives you insight of Ad treands. It’s a vice-versa theory. If you are a pulisher or an Avertiser, in both of the case you need these stats.

Now some more facts below:

In 2010, the iTunes Store tippled its offering of mobile applications and the Android market was established as the second largest app store. Android bypassed Apple with a market share of 25% (Apple 17%) and is now the second largest OS behind Symbian (37%) according to Morgan Stanley.

The growth of mobile as an established media channel will continue the next couple of years. Smaato released three whitepapers together with Mobile Squared about the mobile advertising markets in the US, Western Europe and Asia-Pacific. The key findings are:

  •    Asia is still the leader in mobile advertising and will proceed being the strongest market in terms of ad spending. In 2010 Japanese companies already invested more than $1 billion in this business followed by South Korea and China ($270M and $180M). In Asia more than 15 billion page impressions are being generated on a daily basis in mobile.
  • The US is the second largest market globally in terms of mobile advertising spending behind Japan. It will close the gab next year with a forecast of $1,24 billion and will grow up to $5 billion in 2015.
  • The top 5 European countries (UK, Italy, France, Germany, Spain) will see a huge increase in mobile ad spending according to Smaato. End of 2010 these “Big Five” are estimated to have 65 million mobile internet users; this number will more than double within the next 5 years up to 160 million. The “Big Five” will reach the $1 billion mark approximately in 2014.
The source of above data is mobile marketing association article.
So, now do you need any more information to bootstrap your mobile marketing campaign?
Yes.. Now you need to know how to create one with great ROI in mind. I’ll sure help you in same but you need to wait for my next blog. I’ll request all me readers to drop their points and feedback so that I can be better author and webmaster. Have a nice time to all.

SEO Tips for Yahoo and Bing and side effects on Google for Same

Hi Folks. As usual I am writing blog after a long gap. It’s not my fault but my profession leaves me with a bit time. Lot of mess. Recently Google Farmer AKA Panda update has given me many sleepless nights as I was discovering the core Impact of same. I’ll write my next blog for same. Currently a lot of discussions are going on for same on may forums and blogs but I need something more, so still snooping.

As so many sites suddenly lost their ranking on Google SERP, I have tried to figure out why not we focus on Bing and Yahoo as well for some backup traffic. I know that you people will say that why spend time for such low amount of traffic? I too did brainstorming for same. The result, their is no loss on optimizing your website for Yahoo and bing till you have a fair product and ethical seo practices. Finally “Something is better than nothing”.

So, I have studied the yahoo and Bing. I kept just core points and differentiators in my mind so just explaining the key points below. I think rest you will give me as a reply on this blog post.  Below is point wise illustration:

1.       Search Share:

2.       Top 500 Keywords and References of Analytics, Webmaster and respective Ranking: Please find attachment for same

3.       If we modify our site structure for Yahoo and Bing What will happen:

Bing is now search partner for Yahoo. So now we just need to change site structure for bing (http://www.ysearchblog.com/2010/08/24/yahoo-transitions-organic-search-back-end-to-microsoft-platform/)

  • Bing gives more priority to Quality links, and web development standards like W3C and Federal 508 laws.
  • Below is a brief comparison for Search Results

    • Bing detects and penalize OVER SEO sites more frequently than of Google.
    • Above fact from Bing webmaster may a bit painful for us as we do that.
    • Link exchange in mass from single domain is not acceptable by Bing (In Google there is not as such comment)
    • Development Changes required for bing:
  • So finally there not as such side effect by theory on Google ranking while optimizing fro Bing. However as we play with links on google ranking on many keywords can fluctuate on Bing and Yahoo vice-versa.

Hope above information will help to all webmasters looking for being ranked on Yahoo and SEO.