How to get on the top of Google Search

Google processes over 45,000 queries every second across the world. It works like an answer machine providing information on almost everything. Google accounts of 68% of web searches around the world. Getting on the first page of Google search and especially in top five is the dream of every website owner as it means massive traffic which leads to huge revenue. Though it is not an easy task yet it can be achieved by following Google webmaster guidelines and applying best practices of SEO.

google search

You need to understand on what parameters Google Ranks websites. There are 200 factors involved in the ranking of a website which Google never reveals and keeps changing frequently; however it gives some hints by which one can improve the ranking of a website. While fetching search results Google considers three things relevancy, popularity and high quality content. Working on below given things helps.

Domain Age– Older websites gets some edge over newer ones in Google Ranking

Use of Keywords – Keywords used in domain name, URL, title, and description make the website appear in the search engines quite often with good position.

Keyword Density – It is a ratio of keyword used in total number of words in a piece of content. Overuse of a keyword can make you appear a spam. Google recommends 1-2 % of Keyword density.

Page Loading Speed –it is an important factor in ranking further speedy loading sites adds to good customer experience.

Content Quality –Search engines like quality content, duplicate or identical content can hamper the visibility of your site.

Fresh content –If you keep your site updated with fresh content on regular interval, ranking of your site will surely improve.

Rich Media Content –Image, videos and other multimedia content not only attract traffic but also send a quality content signal to search engines.

Mobile Optimization – A mobile friendly site gets good ranking and traffic on search engines as most of the people now access internet from their smart phones.

Backlinks –Links which direct a person to a particular site is called Backlinks. Numbers of Backlinks shows the popularity of a website resulting more traffic and visibility.

Social Media Optimization – Promoting your stuff on social media is very important. Major social channels are Facebook, Twitter, Google Plus; they can increase the traffic of your website drastically. Social Media also helps in gaining more visibility in search engines.

WHICH METRICS OF CONTENT MARKETING ARE ESSENTIAL TO TRACK?

On online marketing is proliferating briskly in India and the market is flooded with brands. Digital marketing is the most extensive and sought after technique implemented as the present day marketing strategy. A precise and appealingly crafted content speaks volumes about the brand. This content marketing is not a cake walk; it demands a lot of prepping and strategizing to get the brand into success cadre. Tracking the campaign and analyzing result for how well the content marketing facets have struck a chord with the customers are necessary to amend the flaws to eventually strike success .One has to keep a checklist of the metrics that need to be tracked to analyze the success of content marketing:

Content Marketing

 

WEIGH YOUR POPULARITY

The crux of content marketing is to engage the potential consumer pool, inform them about the differentiator in your business as also the new initiatives, customer orientation and service strengths etc., attain popularity and eventually turn these viewers to loyal customers. This requires you to keep a tally of page views, what is being viewed, what is being commented on, liked or shared; what is not pulling traffic etc.  A track of all this and its analysis will help decoding the ace approach.

BOUNCE RATES

This gives the statistics of the people who left the site from the page they landed on without viewing the rest. This brings out the fact, whether the targeting of the campaign is right or if right, the content is gravitating traffic or not. The content must be such that it keeps the viewers inquisitive and is interesting to read so that they look forward to more from you.

IS YOUR STRATEGY HITTING THE TARGET AUDIENCE?

Instead of getting a huge number of page views, it is more important to increase the views of the right(target) audience. The marketing efforts should  attract and engage the target audience. This is one of the metrics that totally speaks about your marketing efforts, if or not those are in the required direction.

A REGULAR UPDATION

It is very important that the site or social engagement pages do not carry any mistakes and are updated regularly. The content if not regularly added or if no innovative ideas are used to keep the customers engaged, then it is quite natural that visitors shall find something more interesting to do.

WHAT THEY SAY?

The ‘viewer/visitor’s comment is an important metric as it reveals their thoughts about the subject as also what more they could be looking forward to. Working on people’s feedback, acknowledging their comments, answering their questions will keep bringing them back and result in getting more engagement from them and would eventually convert them to customers and if already customers then loyal ones.

Thus ,  the digital marketing companies in India need to improvise on content marketing by keeping a  track with the latest online marketing trends in India and do whatever is required to stand apart amidst the crowd.  Apart from Trootrac in India there are a few entities worldwide who understand the subject really well and the marketer shall be served well to develop contact/s with the relevant parties.

Digital Transformation- Realignment of Business Models

Wisely said, “Change is the law of nature”. Following the same, businesses need to change the way they think to keep up with the pace of upcoming technologies. Digital transformation should be the foremost step to achieve the same. Moreover, it’s not because every other business is transforming to digital, it’s because of your audiences who have completely turned digital. 88% of the companies are undergoing digital marketing efforts as per the surveys.

Digital Transformation

Entrepreneurs, knowing the fast pace of digital technologies; need to pay attention to redefining of their business models. In a recent survey of about 3000 CIOs at Gartner Symposium and ITxpo in Orlando, the firm discovered that a flexible business model is more willing to survive. This can only be achieved when Vision and Leadership, Digital Customer Experience, Digital Transformation Team become the core elements of business model. Professionals need to think in terms of platforms and networks. Changing trends from Vegetable market to Malls to e-supermarkets, shops to e-commerce stores, banking queues to net-banking, ticket booking queues to online booking, etc. are the best examples of digitally transforming era.

For businesses to make success stories, there is need to transform 3 key elements: Customer Experience, Operational Process, and Business Model
Transforming Customer Experience:

A Brand, at the foremost, should understand its customers. Where they are coming from? what’s their closest reach?, what are their interests? And much more. This could help a brand to achieve its objectives and goals effectively through digital media. Companies are now building online communities to interact and gain trust with their customers. Engagement through digital media if on one hand is the easiest way to connect then on the other hand it’s also helping companies to keep track of their customer’s data such as interests, age, mail id, name, gender, other social network presence etc. This opens up a path to interact and reach all social networks where your audiences are and at the specific time that they hangout there to increase brand visibility. Through a well-structured program, Brand can ensure that the consumers are well aware of the brand and its uniqueness. Progress through this funnel to convert this relationship to a customer and then also use digitally run surveys and after-sales information and follow-ups to convert the customer to a brand ambassador.

Transforming Operational Process:

Transforming Operational Process relates to the benefits of transforming internal processes. This can be achieved through process digitization, worker enablement and performance management. Process digitization aims at automating as many processes company can automate to embrace radically improved processes. For example, a telecom company evolving from Network Provider to Digital Service Provider. This facilitates the growth of company to match the speed of technology and focus on new upcoming advancements. Moreover, the tools or software that enable virtualization in individual’s work are the most important asset of digitally transformed organization. This not only helps in work enablement but also reflects a global view of company’s network. Hence, digitization of operational processes leads to strategic planning through the use of collaborative tools and ensures performance management.

Digital Transformation Levers
Transforming Business Models:

Entrepreneurs need to understand that it’s not about changing technology, it’s about changing business model or strategy. Digital technologies entangled with social media, analytics, mobility or enabled devices are allowing businesses to gain global business presence and impact. Once a business redefines its model, it needs to undergo testing of business model. This means to check whether the model ensures security in terms of privacy of data and whether it is really benefiting the Target consumers for which and from whom your business actually exists. Once the business executes this whole cycle, then business model is undoubtedly ready to bring success.

Enterprises should take digital initiatives such as becoming mobile or making their presence on other digital networks in priority to improve digital connection with their consumers and customers. Few examples for organizations which engaged consumers via its websites, mobile and other digital networks are Nespresso, Starbucks and such others. The time is now for professionals to change the vision and undergo digital transformation in order to ensure business continuity and growth. Remember, you are not alone in achieving this; there are companies which can provide cutting edge digital solutions to your business.

Customer Lifecycle in Digital Marketing

Digital Marketing is not just about acquiring a customer it’s more than that. With Marketing Automation and advanced software & tools, the line between marketing and customer service has been blurred. Now marketers are also expected to retain customers, breed loyalty and make them spread the word of mouth.

Customer Lifecycle -Digtial Marketing
A customer generally goes through the following 7 stages in the digital marketing lifecycle.
Requirement – When a customer feels the requirement of a particular thing then he will purchase it. Someone has rightly said “Necessity is the mother of invention” A product/service based on the needs of the customer does well in the market. So the first step of the marketing is to understand the requirements of your targeted audiences and how can you fulfill those requirements.
Awareness/Research – To fulfill his needs a customer would look for a product/service. He will do online research, read review & recommendation and ask for advice from his family and friends. Therefore information about your product/service should be easily available across all marketing platforms.
Comparison – A customer makes a comparison between products of different companies on the basis of quality, price, brand name, durability etc. While making comparison he ponders over his budget and needs.
Selection/Purchase- finally the customer selects the product of a company which fulfills his needs. His selection is based on the careful study and research of the product.
Experience/Satisfaction- When the customer starts using the product/service a company, only then he will come to know about the quality of the service or product.
Retention & loyalty- If the customer is satisfied with the product/service of the company he will continue using it otherwise he will file a complaint with the customer service center. The representatives of the company will try to resolve his problem and retain the customer.
Word of mouth/Raving Fan- Satisfied customers do word of mouth publicity of the brand they are using. They ultimately become a fan of the company. It will benefit the company in form of increased sales and better market reputation
All these steps are very critical from business and customer point of view. Once customer has put his faith in a brand, it’s the responsibility of the company to maintain the faith by providing quality services and resolving issues.

How to Measure Return on Investment in Digital Marketing

One must know thing in a business is how to measure the results of an investment? It is often done by comparing investment and gain. Profitability is of one of the major goals of every business activity and it is measured through Return on Investment (ROI). Best thing about Digital Marketing is that its result is measureable through various analytic tools. A Good ROI is the main expectation of a company when it opts for Digital Marketing Services.

DigitalMarketingROI

ROI is a widely used profitability ratio, a high ROI means increased profit and business. It is important factor while preparing Digital Marketing Strategy and allocating budget on different activities such as advertising, Email Marketing, SEO, Social Media, etc. There is always a question which Digital media channel provides best ROI? Here are some of the tips to help you find the answer.

Email Marketing – Email Marketing takes less effort and provides better results. If you have an established business/website you may have an email data of your customers/visitors. By using that data you can boost sales of your products and services. It you don’t have email database; it will take time to build one still the result is worth efforts.

PPC Advertising – PPCis all about data so you can measure everything including ROI. You need to make a dedicated landing page for your ads and analyze the traffic of your website. Cost of acquiring a lead/sale can be easily tracked in this method.

Search Engine Optimization (SEO) – Most of the websites use analytical tools like Google Analytics to study the data of their website. It gives in dept details about traffic sources, demographics of audience, etc. Search engine visibility on relevant keywords and website ranking are performance measures in SEO.

Social Media Marketing – Tracking ROI in social media marketing can be challenging as its result is often intangible such as engagement, reach, awareness, etc. It is also measured with number of page likes, fan & followers, retweets, repins, etc. With the help of some tools such as Google Analytics, Bitly, Google Link Shortner, Twitter Analytics and Facebook Insight, you can track your social media ROI. There are many third party tools such as Hootsuite, Socialmention, Klout, Buffer and Keyhole to determine your social media ROI.

Tracking ROI in Digital Marketing is not a difficult task depending on the measurements. Roughly performance parameters can be divided in to two categories, quantitative and qualitative. First can be easily measured and calculated but the second one needs deep analysis as it is intangible.

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