Why Digital Marketing?

In digital marketing, a reporting and analytics engine can be layered within a campaign which allows the organization or brand to monitor in real-time how a campaign is performing, such as what is being viewed, how often, how long, as well as other actions such as response rates and purchases made.

• The use of digital marketing in the digital era not only allows for brands to market their products and services but also offers online customer support through 24x7 services to make the customer feel supported and valued.
• The use of social media in digital marketing interaction allows brands to receive both positive and negative feedback from their customers as well as determine what media platforms work well for them.
• Digital marketing provides increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs, and websites about their experience with a product or brand.

Not surprisingly, billions of marketing dollars spent on traditional channels is already starting to shift to digital marketing campaigns and this will continue to increase as the Web matures.

Google algorithm updates

8 major Google algorithm updates :

1. Panda

Launch date: February 24, 2011
Hazards: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing

How it works: Panda assigns a so-called “quality score” to web pages; this score is then used as a ranking factor. Initially, Panda was a filter rather than part of Google’s ranking algo, but in January 2016, it was officially incorporated into the core algorithm. Panda rollouts have become more frequent, so both penalties and recoveries now happen faster.

How to adjust: Run regular site checks for content duplication, thin content and keyword stuffing. 

2. Penguin

Launch date: April 24, 2012
Hazards: Spammy or irrelevant links; links with over-optimized anchor text

How it works: Google Penguin’s objective is to down-rank sites whose links it deems manipulative. Since late 2016, Penguin has been part of Google’s core algorithm; unlike Panda, it works in real time.

How to adjust: Monitor your link profile’s growth and run regular audits.

3. Hummingbird

Launch date: August 22, 2013
Hazards: Keyword stuffing; low-quality content

How it works: Hummingbird helps Google better interpret search queries and provide results that match searcher intent (as opposed to the individual terms within the query). While keywords continue to be important, Hummingbird makes it possible for a page to rank for a query even if it doesn’t contain the exact words the searcher entered. This is achieved with the help of natural language processing that relies on latent semantic indexing, co-occurring terms and synonyms.

How to adjust: Expand your keyword research and focus on concepts, not keywords. Carefully research related searches, synonyms and co-occurring terms. Great sources of such ideas are Google Related Searches and Google Autocomplete.

4. Pigeon

Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia)
Hazards: Poor on- and off-page SEO

How it works: Pigeon affects those searches in which the user’s location plays an important part. The update created closer ties between the local algorithm and the core algorithm: traditional SEO factors are now used to rank local results.

How to adjust: Invest effort into on- and off-page SEO.

5. Mobile

Launch date: April 21, 2015
Hazards: Lack of a mobile version of the page; poor mobile usability

How it works: Google’s Mobile Update (aka Mobilegeddon) ensures that mobile-friendly pages rank at the top of mobile search, while pages not optimized for mobile are filtered out from the SERPs or seriously down-ranked.

How to adjust: Go mobile and focus on speed and usability. Google’s mobile-friendly test will help you see which aspects of your page’s mobile version need to be improved.

6. RankBrain

Launch date: October 26, 2015
Hazards: Lack of query-specific relevance features; shallow content; poor UX

How it works: RankBrain is part of Google’s Hummingbird algorithm. It is a machine learning system that helps Google understand the meaning behind queries, and serve best-matching search results in response to those queries. Google calls RankBrain the third most important ranking factor. While we don’t know the ins and outs of RankBrain, the general opinion is that it identifies relevance features for web pages ranking for a given query, which are basically query-specific ranking factors.

How to adjust: Optimize content for relevance and comprehensiveness with the help of competitive analysis.

7. Possum

Launch date: September 1, 2016
Hazards: Tense competition in your target location

How it works: The Possum update ensured that local results vary more depending on the searcher’s location: the closer you are to a business’s address, the more likely you are to see it among local results. Possum also resulted in greater variety among results ranking for very similar queries, like “dentist denver” and “dentist denver co.” Interestingly, Possum also gave a boost to businesses located outside the physical city area.

How to adjust: Expand your keyword list and do location-specific rank tracking. Local businesses now need to be targeting more keywords than they used to, due to the volatility Possum brought into the local SERPs. As you check your rankings, make sure you’re doing this from your target location (or, better yet, a bunch of them).

8. Fred

Launch date: March 8, 2017
Hazards: Thin, affiliate-heavy or ad-centered content

How it works: The latest of Google’s confirmed updates, Fred targets websites that violate Google’s webmaster guidelines. The majority of affected sites are blogs with low-quality posts that appear to be created mostly for the purpose of generating ad revenue.

How to adjust: Review Google Search Quality Guidelines and watch out for thin content. If you show ads, make sure the pages they are found on are high-quality and offer relevant, ample information. This is basically it: Don’t try to trick Google into thinking your page is about something when it really is a gateway page full of affiliate links. Most publishers make money off ads, and that’s totally legit as long as you are not cheating.

SEO Tactics

#1 Mobile Is The Future

 

Nowadays 90% people use mobile devices for all their purpose. They use internet on mobile for shopping, everything search on mobile, book tickets, watch movies and, ect. Every persons use it at home, office and a lot don’t even own laptops.
The main reason to ask you all above that is now a times to start working on a website that is mobile friendly or customized for it.

#2 The Rise of Voice Search

 

The time has been changed so quickly and now voice search can take major place in keyword research. Now a time is to include voice search button on you website to provide simple voice search for your users. So they can free their fingers from type so much.

#3 Decrease your Website Loading–Time

 

Nowadays, every user’s can’t access the high speed internet. In this condition your website not opens properly and takes its own time to load.
For this, you need to optimize your website and reduce the size of media that you uploaded onto your website and delete dead links, optimize CSS and Coding of your website that’s slow down your website speed and load time.
Note: Without speed, there is nothing.

#4 Optimize Your Website Mobile friendly

 

Maximum people who read this article knows that Google Create Separate Mobile Index over Desktop “Google mobile index” means Google gives importance and crawled those websites that optimized according to mobile search engine and support mobile format. The main reason is 90% percent users using mobile phones for surfing internet.
Google has already create an algorithm on 21^st April 2015 that the websites optimized according to mobile format and which are mobile friendly in nature will be given high priority and high rank in search result.
You can use these tools to make your website mobile friendly: AMP and Mobile Friendly Test.

#5 Write Unique Content

 

Writing Content is not like putting music or other things on your website. It is not like that your website will become a famous with just one post. You need to write unique and according to their targeted audience.
SEO Professionals never limit their knowledge to just optimizing websites or post, they write high-quality content as well. Write a content that will help other.
So keep in mind that be smart and write smart.

#6 Use Social Media to Make Strong Presence

 

Nowadays the social media is biggest platform to make strong presence for any online business. Because, every persons have at least two social media account on internet. So, if you target write audience on social media then you should get genuine referral traffic or leads for your post.
The next internet generation is very well known about internet techniques and they know where they need to click and which post is beneficial for them. They are not blind, they read, they share, they repost your submission if they like. So be smart towards your work.
Don’t underestimate the power of social media, because it is the home door for internet users. That is place where you engaged with many relevant users. So, post your blogs or articles let them thrive on social media.

#7 Link Building: Keep Quality, Not Quantity

 

Submit hundred of links on irrelevant websites or buy links from fake websites is just back track to your page but this trick is no longer work. Create some quality links that related to your category and niche that increase your page rank, ranking in search engine and page authority.
Note: Don’t irritate the users. Help them

#8 Use Long Tail Keywords

 

Use long tail keywords that relevant to your category or product is generating high conversion rate for you. If you are in the field of search engine optimization then you know very well about long tail keywords that they generate less traffic and there is less competition for long tail search terms.
Nowadays the needs of people become more complex on search engine. On the internet you should try to read the mind of users and think about how they would type on search engine when they need something.
For Example: Try to find some blog sites of your interest and think what would you type? You will definitely get the result.

#9 Secure your website with HTTPS

 

Why you need HTTPS connection for your website?
Simple, nowadays there are many hackers or spammers on internet who hack your website or access your personal details. These people use your personal details for their personal benefits and other bad activities.
So, if you want to secure you website from these hackers and spammers then you needs to change your site from HTTP to HTTPS. It will remain your site data confidential and private from spammers.
And other fact is that the Google gives a ranking boost to HTTPS.

#10 User Experience is the new SEO

 

Last, most important and trendy Google SEO tactics 2017 is user experience. This is new SEO. Like in sale, customer is always right and on internet, user in always right.
You need to optimize your website with best techniques, make your website user-friendly, offer better site speed with information data that user want to see on your website. With this you will definitely get better ranking and rating.

7 SEO Trends That Will Dominate 2017

It looks like 2017 will be an interesting year for SEO, with the following trends dominating the arena:


1. The Rise of Accelerated Mobile Pages (AMPs).

                                                   Accelerated Mobile Pages (AMPs) are an open-source protocol that allows webmasters to create pages capable of loading almost instantly on mobile devices. The idea is that a handful of simple structural changes can make your site load up to four times faster and use eight times less data. Already, Google is starting to favor sites that have switched over to AMPs, giving them visibility in a carousel and a small icon (with a lightning bolt) indicating their AMP status. In 2017, I anticipate we’ll see more favoritism for AMPs in search results, with more brands taking advantage of the option.


2. The Rise of “Dense” Content.

                                                People are getting sick of reading the same fluff content over and over again, in different words. Early content marketing efforts were focused on producing as much bite-sized content as possible, but for the past few years, we’ve seen a surge in “epic” content; long pieces that cover a topic comprehensively. But as the market’s been flooded with both types of content, I feel a new trend may ignore length entirely, focusing on providing as much information as possible in the smallest possible space—dense content—to appeal to readers.


3. Machine Learning Will Change the Way the Algorithm Works.

                                               Google RankBrain was released late last year, and opened the door to the possibility of algorithmic machine learning. The extension of Google Hummingbird functions as a way to gradually learn more about how users phrase conversational queries—and update its algorithm automatically accordingly. We haven’t seen another update like it since, but I anticipate we’re overdue for one. Google will probably start releasing more machine learning updates as the years go on, starting next year, and we may even see machine learning in other areas, such as data interpretation or marketing automation, as well.


4. Personal Branding Will Become an SEO Secret Weapon.

                                              I’ve been a proponent of personal branding as a core strategy for SEO for many years now. With a personal brand, you’ll have an easier time securing guest posts, building user trust, and driving more traffic to your website. However, a shockingly low number of brands have taken advantage of this in their SEO efforts. As social media platforms like Facebook continue refining their algorithms to favor individual posts over branded posts, I anticipate we’ll see more companies and organizations take advantage of personal branding. This will simultaneously lead to more opportunities and more competition, so watch out—and make sure your strategy is in order.


5. User Experience Optimization (UEO) Will Start to Blur the Lines with SEO.

                                              User experience has always been important to SEO—at least to some degree. Google favors sites that are properly optimized for mobile devices, ones that load quickly, and ones where it’s clear that users are enjoying their experience (with prolonged time spent on page, etc.). But in 2017, we may see an increased emphasis on user experience—especially as it relates to mobile devices. AMPs, which I’ve already mentioned, could be the first sign of this, but look for other ways that Google will favor pages that offer better user experiences overall.


6. Apps Will Feel the Love.

                                             Over the past three years or so, we’ve seen a huge increase in the SEO options available for mobile apps. From the basics of app indexing and deep linking to content within apps, we’ve seen the development of app streaming, which allows users to “stream” app content without ever downloading the app to their mobile device. Google so far has catered to app users without alienating the core functions of its search engine, but in 2017, we may see a shift to even further app favoritism. It’s too soon for apps to be replacing traditional websites altogether, but this could be another step down that path.


7. Personal Digital Assistants will Become More Sophisticated, Changing the Way Many of us Perform Search Queries.

                                            Personal digital assistants have become so commonplace, we now readily accept them as part of our lives. Tools like Siri and Cortana have made our lives simpler, and have sharply increased the number of verbal, conversational queries that users use in the context of search. In 2017, we’ll see both diversification and increased sophistication of these helpful features, opening the door to new types of search and more advanced forms of conversational queries—and that means new ranking opportunities in both areas.

How to Succeed at SEO with Social Media Marketing

Why now, more than ever, is SEO important for marketers?
                                            If you look at the way brands are found online via organic media, the two biggest channels are overwhelmingly search and social. SEO is much more than just ranking well in Google. It's a comprehensive, multi-disciplinary approach to website optimization that ensures potential customers who come to your site will have a good experience, find what they are looking for, and have an easy time sharing your high-quality content.

                                                         Visitors from organic search have some of the highest conversion and LTV rates across any channel in digital marketing. When you combine well-orchestrated social campaigns with ongoing search optimization, you are creating leverage and a long-term competitive advantage.

How can social media help?
                                                        Until recently, search and social media were thought of as two very different things. At GinzaMetrics, we've always thought of them as two sides of the same coin. As a brand, you can reach customers with paid advertising or organic content. We believe, and our data backs this up, that customers via organic content are much better customers to have over the long run. And when you start mixing paid and organic, the combined lift is overwhelmingly better than paid channels alone.

                                                        So, within the context of organic marketing, social media is your primary engine for promoting new content. Effectively organizing your social campaigns and tying them together with new content on your site, optimized for search, can take you from zero visibility to a strong performing position almost overnight.

What are some best practices for incorporating SEO into your social efforts?
                                                       Pay attention to the basics first: have high quality content, well-structured pages, follow all of the best practices for SEO. Then look at the metadata that affects how well your content is shared on social media channels, specifically Open Graph tags, proper use of images, authorship metadata (for Google Plus and search results) and more. Finally, you need to learn from your activities, so make sure you have metrics put into place to analyze your performance and see where there is room for improvement.

What do you see as the future of SEO in relation to social media?
                                                      I see SEO and social media, as channels, all following under the larger umbrella of organic marketing (which includes content marketing). There is no reason for them to be separated and as budgets further evolve, both the practice of organic marketing and also the supporting technology platforms in the industry will quickly improve to support this new reality.

Google to roll out updates and new formats for mobile shopping and travel planning..

                                                    Mobile will play its biggest role ever in 2016 and as Google reveals: mobile travel and shopping searches are already up nearly 30% year-over-year.

                                                    To help with this rise in demand, Google announced yesterday in a blog-post possibly timed to steal some Prime Day thunder, that it will soon begin rolling out new mobile-centric features for PLAs, holiday booking filters, its YouTube’s TrueView shopping feature and a new Showcase Shopping ad format.

Travel planning and booking

                                                    According to Google, visits to mobile travel sites made up 40% of total travel web traffic in the first quarter of this year, while individual travel web sessions are becoming shorter and travel mobile conversion rates have grown 10% as users are increasingly ready to book on mobile.

                                                   To help with planning and booking travel ahead of time, Google has introduced a few new features:

Hotel Smart Filters

                                                   You’ll now be able to filter hotel search results based on rating or price with a single tap. So “pet-friendly hotels in San Francisco under $200” will theoretically find you something relevant.

Hotel Deals

                                                 When searching for a hotel, you may now see a ‘Deal’ label when a hotel’s price is lower than usual. These deals are automatically identified by Google algorithms when it sees a significant reduction in price. In early tests, Google saw that hotels marked with the ‘deal’ label received about twice as many bookings as other hotels.

Hotel Tips

                                                  The ‘Tips’ feature will offer real-time analysis to help users find the best hotels for their needs. Tips may be shown to people when they could save money or find better availability by moving their dates slightly.

Flights price tracking

                                                  Instead of having to continually check prices in Google Flights, users can now opt-in to track ticket-price changes for a specific date and route combination. When prices either increase or decrease significantly, they will be notified by email and Google Now cards.

Showcase Shopping Ads

                                                  This is a new format designed to help shoppers who use broader search terms, such as “women’s athletic clothing” or “living room furniture.”

                                                  Rather than present them with one specific product ad that probably isn’t relevant, Showcase Shopping Ads provides a more in-depth “visually rich experience” showcasing multiple related products.

Currency converter

                                                  Google is currently testing a tool to perform currency conversions in Australia, Switzerland, Canada, and the UK. This feature allows you to convert the currency in your product data locally. So a person shopping in the UK can see products sold by a US retailer, listed in British pounds.

Simple SEO Tricks

1. Social Content Will Gain Prominence

                                                               In the coming times, content from social media such as Facebook, Twitter and LinkedIn will gain more importance on the SERPs. Already, 76% marketers use Social Media to support and boost SEO, cites an article published at Impactbnd.com. In 2016, marketers will do everything possible to make their Facebook posts or tweets rank higher on the SERPs. 

                                                               Isn’t that amazing?! We predict that more social media content will be indexed on Google and other popular search engines such as Bing and Yahoo. This will in turn blur the lines between ‘web’ and ‘social media’ in terms of SEO strategies. So, be prepared to find, collect and use your valuable social content for optimizing your page for maximum visibility.  For brand names, social media profiles are amongst the top results in search listings. For instance, if you search “Designhill” on Google, the company’s Facebook page, Twitter profile and the LinkedIn page appear as the top listings. See for yourself!

2. Videos Will Still Rule

                                                             We all know that videos are a great way of keeping audience engaged and entertained. But do you know that by using enough videos, you can improve the ranking of your page on the SERPs. A report by Marketing Land states that videos make for 62% of all Google searches universally. Moreover, Google has started giving attention to blended results/searches. So, why not grab this opportunity to appear on the first page of search results by including an engaging video in your content? According to Quicksprout.com, videos get 50 times better organic page ranks in Google as against plain, static text results. Also, video searches garner 41% higher click-through rate as compared to plain, static text content, according to Relesoo.com.

                                                            Many marketers chose to drive their modern marketing engine with the fuel of Video SEO in 2015. And we predict that more marketers and businesses will embrace the trend of videos in the coming year too. 

3. Mobile Optimization Will Become Crucial

                                                           Is your business website mobile-friendly? Your audience is no longer in one place. People use all sorts of devices such as tablets, smartphones, laptops, phone watches to browse web. Keeping this in mind, plenty of brands went mobile-friendly in 2015. And we anticipate that more brands will take up this trend in the upcoming year. Mobile optimization will become the norm, rather than exception. So, it’s high time you changed the way you conceptualize and create SEO strategies for mobile searches.

                                                           Neilpatel.com states that the total number of searches on mobile devices has seen a 43% increase year-over-year. Also, Google’s algorithm update this year ensured that mobile-friendly websites get a search ranking boost on mobile searches. As more and more people use mobile to surf the Internet, Google decided to make it easier to find relevant, mobile-optimized websites. So, it now uses mobile-friendliness as a factor in ranking search results. If you’re still not convinced, here are just 5 stats that will make you go mobile-friendly in 2016.

• 4 out of 5 consumers use smartphones to shop. (Source: Convinceandconvert.com)
• 70% of mobile searches lead to online action within an hour. (Source: Socialmediatoday.com)
• Over 1.2 billion people access the web from their mobile devices. (Source: Mobify.com)
• Global mobile traffic now accounts for 15% of all Internet traffic. (Source: Newtarget.com)
• 95% smartphone users have searched for local info. (Source: Adwords.blogspot.com )

                                                          Therefore, make sure that mobile optimization finds a prominent place in your SEO strategies for the upcoming year to stay ahead of your competitors. Make sure that everything on your site, from colors to fonts and from content to logo design, is mobile optimized.

4. Voice Search Function a Must

                                                           These days, people who are on the go use voice search simply because it is more convenient and safer, especially when someone is driving or multi-tasking. It is becoming a huge part of mobile usage as it has taken away the pain of typing keywords to run a search query. Almost all mobile devices have a voice search functions. The popularity of voice searches has been spurred by Microsoft, Google, and Apple launching their own versions of advanced voice-responsive assistants – Cortana, Google Now and Siri.

                                                           Even ‘Domino’s Pizza’ has a ‘voice-ordering feature. However, make sure that your content is easily searchable through voice searches by using long-tail keywords, which are more likely to be spoken than conventional keywords.  Google Study finds voice search mostly used to ask for directions. For teens, doing a voice search while watching TV (59%) and while with friends (57%) are the highest use cases, according to marketingland.com. Whereas for adults, voice searching is done the most while watching TV (36%), followed by when with friends (24%) and while cooking (23%).

5. Content Aggregation will get Bigger & Better

                                                          According to Digitalcurrent.com, Knowledge Graph, wiki, local, maps, social media, news, images and videos make for 85% of Google search results. These stats indicates that now people look for sources that provide all relevant information for a particular subject or topic that at one place.
 
                                                          A blog published at imediaconnection.com explains that content aggregation is a practical way of finding, collating, amassing, consolidating, presenting, sharing, and displaying content around pre-specified set of criteria to appeal target audience. If you too are planning to do so, make sure that you collect and curate content from different, high-authority sources and display it at one place for your users to see to build your authority.
A great example of content curation is using the humble newsletter, Next Draft by Dave Pell, who has amassed over 160,000 subscribers to his daily email which shares the most interesting stories in business, culture, and tech, an article in Jeff Bullas explained. Another example is Inbound.org which was built by Moz and Hubspot to increase their reach even further.

6. The Craze of Mobile Apps Will Grow

                                                          According to Tech Crunch, mobile apps account for 52% of all time spent on online digital media. Another report available on the Internet reveals that users spend 89% mobile time using apps. This is the reason for more and more businesses planning to explore the advantage of mobile apps.
 
                                                         As discussed above, use of mobile for web search is on an all-time rise and apps just make the work easier. Just few more years and mobile apps are sure to overpower desktop and mobile websites. An article in searchenginejournal.com states that 85% of people prefer native mobile apps to websites. Feature your brand prominently in the app name and make sure you have proper links to apps for better search rankings Also, you must ensure that app optimization tops your list of SEO optimization. There are several brands that are benefiting from prominent mobile app visibility in Google’s organic search results. Have a look at what happens when you search eBay in Google. The app page URL presents a powerful opportunity to “occupy” the first page of Google SERPs.

7. Local SEO to Become Even More Important

                                                         This trend is only going stronger over the years. According to Entrepreneur.com, local SEO is likely to gain solid grounds in the coming days. As a marketer, you have to let Google know where you are located and what you are offering so that your chances of showing up on pages, especially in front of the relevant audience, increase. It is must to have your local pages which will include the name of your business, address etc. with Google, Yahoo and Bing.
                                                         Since Google came out with its “Pigeon” update, local SEO has gained significant prominence forcing businesses and marketers to focus on a local tangent.  So, ensure of having location specific keywords and personalize content basis your target audiences’ location to stay ahead in the game in 2016. Check out some stats to know the benefits of ranking in local search results.

• Local searches lead 50% of mobile visitors to visit stores within a day. (Source: Searchengineland.com)
• More than 60% consumers have used local information in ads. (Source: Business2community.com)
• 50% mobile searches are conducted in hopes of finding local results. (Source: Business2community.com)

Your listing in the local pages can increase consumer engagement with your business and your ranking.

        The better SEO strategies you have, the more benefits you will have.