Wednesday, August 7, 2013

Necessity of SMB’s in Email Marketing

As the business is inclining towards digital marketing world, the online marketing is working better on areas like online video marketing as it improves the business with clients. The following image figures out investment of business in digital marketing.
One of the major tactics of digital marketing is investing SMB’s in email marketing.
  SMB email marketing is not meant to big business but also for medium and small business. By using step by step wizard system, email marketing allows you to send bulk emails to your contacts. Keep your content in simple template by using graphic designs, select your contacts and send to them.

              Figure shows the login page of SMB for email marketing
Email marketing is the best way for building relationships with clients in business because it creates direct links to your site with clients instantly and also personalized. With this email marketing, you can send newsletter, company updates, and sales letters.

Features of email marketing are as follows:
  1. Email marketing is easy to create and use.
  2. You can send promotional messages up to 1,000,000 contacts per month.
  3. It’s easy to unsubscribe.
  4. You can personalize the subject and body in email.
  5. You can check the progress of ongoing campaigns.
  6. Comply with spam control
Top benefits of email marketing are:
  1. Increase your sales conversion
  2. Positive Feedback from visitors
  3. Make offline purchases for users
  4. Up-sell and cross-selling of products and services

Manage Your Link Profile for better Search Ranking Potential

  Day by day Google search has becoming more sophisticated with its algorithms and over the past few months, Google started penalizing websites that over optimize for better ranking. Now, it is mainly focusing on websites for "unnatural" back links.
  Even though you are not in the part of link buying or similar manipulative tactics, your site may penalize in search results for having too many low-quality inbound links. If irrelevant and low quality sites have linked to you without your presence, Google can harm your website badly. So, you have to be wide awake in the SEO field because without your knowledge, many of the sites may link to you through which your site ranking can suffer a hit.
  In addition, you need to address the issues and must take necessary action to improve your standings with search engines as well as with the visitors. As all of us know that, Google has stepped up its focus on link spam with both algorithms and manual action. Google doesn't hesitate to punish websites that uses unnatural or manipulative tactics because its main strategy is to provide relevant and quality content to its visitor.
  Now a days, Google is evaluating and focusing more on quality of back links along with quantity. If your link profile contains links with low quality then that is a red flag for giant search engine Google, and your site may hit in search engine for having too many low quality links.
  Search engines like Google, identifies links as low quality links when the anchor text link contains keyword rich text. 

Shift in Link-Building Practices

With the latest Google update, many of the site owners who made use of unnatural link schemes had been hit by the Google penalty.
  Here is a list of link types:
  • Inbound links originating from sites you control.
  • Back links from forum comments and discussion boards.
  • Purchased links.
  • Excessive link exchanges.
  • Links from large-scale article distribution or guest posting campaigns.
  • Low-quality bookmark or directory site links.
  • Widgets embedded with irrelevant links.
  Still links hold value and Google focusing more on quality of links and relevant content. If your site has great volume of high quality back links then it adds popularity as well as authority for your site.

Managing Your Link Profile

  For website owners, this update is a wakeup call to evaluate and monitor website link profile. You need to take control on it, start with a link audit and there have several ways to go with it. A Google webmaster tool is the primary tool to gather information on inbound links and it is the basic step to start analyzing your back links. You cannot find all unnatural links with this tool.
  In addition, you can find plenty of tools that give you more in-depth information about inbound links and provides you support for reducing the number of bad links affecting your site. Use all tools together to extract solid picture of unnatural back links for your website.
   Then select downloadable tool that gives you link profile auditing and link risk management details. So you can analyze and monitor your website over time. Few tools will also provide some automation for link removal process.

Back to Basics

  Identifying and monitoring unnatural back links is a time consuming and mostly you need to do it manually. Moreover, you have to send request to webmasters for link removal and it is the easy process. In email, explain that you are paying more attention on link risk management after making a note on your site ranking drop with the latest Google updates. Request them in a polite way to remove your link from their websites. Provide them a copy of link in question and URL of your page in an email.

Keeping a Clean Slate

  Once you have done with the following steps and provided enough time, then you can consider Google’s Disavow tool to clean up left links. Follow the guidelines carefully before proceeding into the task.
  Google provide a reconsideration request form for webmasters. Still, if your site has unnatural inbound link history and you have addressed the issue then you can include this task in the form and submit it for re-evaluation. This whole process may take several days or few weeks.

How To Use Google Display Planner To Boost Your Display Network Campaigns

   Online advertising is important for a business or website to get huge online traffic. Google provides number of tools for marketing your business. Google has launched new tool Google Display Planner in Adwords for Google Display network campaigns. Google Display Planner is one of the tool which helps in targeting specific websites and expand the reach of your display campaigns. You can identify display network keywords, placements, topics and interests with the help of Google Display Planner tool. Google Display Planner works similar to Google Display Network Ad Planner.

Getting Started With Google Display Planner:

   You can login to Adwords account and choose "Display Planner" under Tools and Analysis tab.
In the Display Planner:
  • You can tell Google what your viewers are interested in and use a word or keywords separated by comma.
  • Give your landing page url and observe relevant targeting suggestions for your campaign. If you don't prefer to run both of the targeting settings then you can insert either keywords or landing page.
  • Select geographical location and language which you want to target and click on "get ideas".

It also recommends ad group structure by keywords, placements, topics and interests.

What can you do now?

  • You can create new ad groups and customize the results.
  • You can filter the results by text ads, square and rectangle images.
  • You can also filter the results by mobile and video ads.
  • Show only the above fold ad spaces.
  • Operating system of app placements should be filtered.
  • Find out important data such as age and gender for your search results.
  • Add the results to your account. 

    By going through ad group ideas or targeting ideas you can keep planned ad groups in your plan part on the right sidebar. You can estimate the plan and receive approximation of impressions, unique visitors and costs. After the campaigns objectives are met download the plan or add it to your campaign.

Some General Rules to Set up a Top Notch Targeting on the Display Network:

  1.  You should create custom advertising messages for each ad group.
  2. You can use image dimensions possible to test various placements.
  3. Use both text ads as well as image ads.
  4. You need to customize your bids by placement.
  5. If websites doesn't perform well then add negative placements.
  6. You need to update your display ads every 3 to 4 weeks so that your content will be fresh and attractive to the customers.
  7. You can use all the targeting methods such as keywords, interests, placements and topics.


   You can make more research on placements by using Display Planner. You can easily get Display Planner tool from Adwords user interface capable of transferring chosen ideas and placements to your campaigns and saves your time.

Google Analytics Launches Real Time API In Beta

Google has first launched Real Time Analytics 2.5 years ago to empower marketers to take real-time activity against their data. Manually taking action and being aware about the instant execution of your site is imaginative, but reality is that it is not possible to sit at your computer and take benefit of this intuition. Also and maybe more importantly, your performed action cannot be as fast as computers. So the next rational move has ever been to programmatically take action using real-time analytics. To solve this problem Google has declared an invitation to Link the beta for the Real Time Reporting API.

This way you can now create questions about your real-time data and use that data in whichever way you like. First of all you can use cases to operate the content on your website. For example, you can inquiry the API for the top URLs to construct a top content widget with the number of lively readers. A website canister also use what we call the web counter 2.0, significance to exhibit the active visitor count in real-time. Seeing the number of visitors also viewing a piece of content has a numeral of subtle effects such as making a sense of community and credibility.

Additionally this metric can be shown on different conversion pages of a website to give a mind of pressing and show request for a specific product. Other uses also comprise a custom administrator instrument panel to check key metrics for your trade.

For programmers the GA superProxy will also work better by the API and Google Charts API. This lets you to publish a query that is available without authentication. This has benefits in that you can make the request client part so a widget can be programmed in JavaScript and added to a site. Furthermore this acts as a cache efficiently rising to a higher position of your quota limits.

Google is releasing the real-time reporting API in a closed beta and there will not be SLA compliance against the data. And be aware of this when creating whatever that will be customer lining. And as ever we are highly agitated to see all the creative ways that the data will be used.

To Optimize Product Listing Ads 6 Tips to Improvise Merchant Feeds

Product Listing Ads is one of the latest ways of ads in Search Marketing and at the same time it yields good results once we optimize merchant feeds and make use of this great opportunity. To acquire extra exposure in search results and Google shopping, we can combine strategic fields of merchant feed with consumer intent.

   If we do not have idea of what terms are to be included in the feed, then the best method is to examine on our high ranking queries from organic search. This analysation shows us that depth or coverage of query space depends on richness of the feed.

6 Tips To Optimize Feed Effectively:

Below are the six steps that effectively optimize a feed for relevance and reach.

1. First step is to make comprehensive feed:

      It is important to include all of the products in feed and if we exclude any of the products then it means that we are not including those set of keywords in PLA’s. Even though there are chances of getting traffic from similar products but excluding products means that we are losing relevance. If relevancy is weaker it results in week consumer response and it is disadvantage as our marketing amount will go waste.

Let us consider example of above image, here we have entered Shop for Nike air max navigate and this resulted in all the images having word Nike Air Max and we even got a search result of Women’s Nike Air. This is the relevancy for the keyword.

2. Next we need to make sure that total feed is complete:

It is important that we do not leave any attribute or field empty in the feed as these missed fields create gaps in search pages. For example if we continue with above example for suppose we assume that we have missed field size then if we search with keyword then we get traffic but if someone searches for 7.5” then our product will not be listed in search results.

 It is good if we do not include double stroke for broad queries instead we can go with broad match keywords. As this broad stroke query makes keyword less competitive as well as less qualified traffic.

3. Then we have to go ahead with enriching our feed:

There is a need to optimize content of our feed basing on what type of keywords does users make use to search our products. For this we need to convert non-standard intents, synonyms of the keywords and terms that are used in to attributes so that they are used as real word queries.

There is a need for us to optimize feeds for products depending upon the category they belong to. That means while preparing feed attributes we need to concentrate on what type of products we are targeting.

Above image is the example of Synonyms to colors, here we can optimize for dress as Cassi colored attractive attire, where as incase if we are optimizing for bag we can use it as Purple colored denim bag. So we need to concentrate more on what search queries are used by users instead of thinking to make products unique.

4. Next important step will be Optimizing product titles:

We need to optimize products titles within limited characters as they need to be appeared on SERP but we should not use title as it appears or the titles that are SEO optimized instead we need to follow below steps:
  • It is important to place core attributes in the beginning:
   That is we need to write title in such a way that within first 25 characters there should be Product type for each and every product. Priority should be given to high search queries and which are to be included within first 25 characters.
  • We need to make sure that first 25 characters are optimized for display and readability:
   There is a need that we need to optimize titles not only for relevancy but also user readability as well as display. That is we need to optimize title with in the space we have along with the constraints such as relevancy, readability and display.
  • Remaining 45 characters have priority for relevancy and depth:
   As we concentrated on product type and visibility within first 25 characters, so we need to focus remaining 45 characters with attributes for relevancy and depth. There is a need to test these attributes constantly that we include in feed. We need to try with different sets such as Brand, Size, and Color versus Brand, Size, and Material. So we will come to know which set shows our products in Search Results and need to concentrate on that rather than going with other attributes. To perform our campaign successfully we need to test titles and decide which is the best one for our products.

 5. Optimize your Product Descriptions:

Optimizing descriptions for products in a better way helps in ranking higher in Google Shopping and also we need to make use of additional fields to boost high conversion rates:
  • We need to submit rich snippets which include product review count and product review average which indeed set our products apart from competition.
  • By including rel=canonical in product pages it will help Google in comparing these URLs with pages found by its crawler.
  • As most of them use multiple product-type values so to optimize it we need to insert all product types between quotations and separating each of them with coma. It is the best option to use optimized product types as it indicates Google to place the products in appropriate categories. By this Google will be able to understand our product briefly and can funneling qualified traffic to our site.

6. Final step is to manage Product Feeds and Product Listing Ad campaigns perfectly:

The most important point to remember is that optimization of product feed should be based on the feedback that we get from PLA campaigns. We have to optimize our product feed based on the search queries that convert and also need to analyze search queries that bring in value based on common phrases and terms. Then at last we need to tune up product titles and descriptions with the help of those terms and phrases.

Thus the above six tips helps in optimizing product feed and take advantage of PLA campaigns.

Thursday, August 1, 2013

Optimize PPC Campaigns Effectively By Spending 10 Minutes Per Day

  You need to manage your Adwords campaigns on a daily basis. If you are too busy then you can enter 10 minute PPC workday which keeps your campaigns performance strong. The following points show how you can work for PPC for 10 minutes in a day.

1. Minute 1: Check Stats on Your KPI

You must be aware of your top Key Performance Indicators. If you are not aware then you can use your 10 minutes to know your KPI. Make a call to your client and discuss your campaign goals and objectives. Sales and profit are considered good for KPIs of an ecommerce advertiser. Let us assume that you know your top KPI. You can spend your first minute on checking the stats of your KPI. If conversions are your KPI then you can go through the total conversions and cost per conversion. You can find which campaigns and ad groups are performing the best or worst and work on them.

2. Minute 2: Pause the Worst Performers

Pause the keywords, ad groups or even campaigns which had spent huge amount and did not contribute to your key performance indicators. In PPC, you have the option to resume them after fixing the problem.

3. Minute 3-4: Negative Keyword Research

If you have paused the campaign performing worst then have a glance at your keywords which are underperforming. You may find a few keywords which are converting but cost may be higher than target CPA or some of them may generate traffic without any conversions.
You can generate search term reports for the keywords by clicking details and choose search terms-selected. You can create negative keywords by looking at the search query report. 

If you are not selling cars in the above example then you can add the term to the negative keywords list by spending only 2 minutes. You can filter the report by using clicks and list the negative keywords. You can download and save the report if you want to review the entire search query report.

4. Minute 4-5: Boost Bids on Top Performers

   You can find the best performing ad groups and campaigns and need to focus on them. The ad groups which have received more number of conversions with low cost can be treated as best performing. You can use bid simulator or change the bids manually for the top ad groups as shown below:

   Have a glance at your top keywords and boost their bids using Adwords Editor. You can also use Advanced Bid Changes function as shown below:

Arrange your keywords according to cost per conversion and make changes by working only 2 minutes. You can make bid changes for the selected ones as shown in the screenshot:

5. Minute 6-7: Replicate Your Best Ads

   Look at your ad texts and find the ads performing best. You can pause the ads which are not performing better or replicate the best ads i.e., copy and paste in your adgroup number of times. If you have set Rotate Evenly in ad rotation of your campaign settings there is more chance for the winners to show the ad and turns out to more conversions.

6. Minute 8-9: Positive Keyword Research

   Run search query report for best performing keywords and filter them by using conversions. You can add the queries as positive keywords. With this task you can receive high conversions at low cost.

7. Minute 10: Make Notes For Tomorrow

   You can make some notes in the last minute such as what to do tomorrow after logging in immediately and any questions you need to ask your client.

Google’s 10 Day Panda Update

Google has latest update called a 10 day panda update. With reference to past events Google launches updates over a day or two. However, for one reason or another, Google decided to extend out their latest updates in a soft way according to the Search Engine magazine.

Google Panda

Head of Google's Webspam team, Matt Cutts, signify that Panda updated version will be released over 10 days every month to decrease the effect that it has on webmasters. The negative aspect of this is difficult for the webmasters to determine updates against normal fluctuations. Google is constantly keeping us on our toes.

Here’s the lowdown on Google’s latest Panda Update:

1. Knowledge specific sites such as Wikipedia have seen a solid effect. Accordingly, warrant sites obtained higher placing in search engine results.

2. Some webmasters have strongly implied that Google+ has had a certain effect on their websites ranking in search results.

3. There has been increase in impressions but there have been same amount of CTR’s and we can get more info from Google Webmaster’s Tools of the site.

Here’s what you need to do if you haven’t done so already:

  • We should empower Google Authorship if you haven’t done before. This is much simple procedure and if you are not doing it, you are missing out in a big way.
  • We should create Google+ account and make business page and get social. Add people to your circles and post meaningful content and become a reliable source of information. No one knows (yet) how Google+ truly makes a difference to your rankings in search engine but it does definitely help your site.
As ever, if you’re not immersing in black-hat SEO techniques, you must not see much of an effect this time around.

10 Day Tips to Be Safe from Panda Effect

Panda updates are being rolled out every month and these updates will be rolled in a time period of 10 days. It is the great time to avoid panda effect on our site and now we get an opportunity to go through how is the algorithm being rolled out in these ten days. Using few tips, tricks and warnings will help out in analyzing and checking risks connected with Panda algorithm updates.

Here are the sections that are involved in 10 days of Panda rollout.

Day 1: Deals with Content - Content is King:

We know that there will be millions of pages in search engines data base. So search engine spiders need to crawl, index, classify and then arrange them accordingly with their particular algorithms on the basis of keywords which should match up with user queries upon search.   

As it is well known that “Content is King” and Panda update follows it very particularly. It filters content value through its specific algorithm which deals with decision of both human and search engines.

Day 2: Deals with Data in deep consideration - Feed the Beast:

Even though there are lots of news, views and distraction of data from terms of service, but the very first thing is to decide whether our site is “Panda Worthy” or “Panda pounce”. It can be done by checking authority or influence of data through Google Analytics. The first two sections are:

1. To analyze Traffic data:

At this point we need to analyze which areas, pages or sections of our site is not visited much or not at all visited. For that we need to categorize into two sections again:
  • Viewing from traffic point what are the bottom 10 percent of landing pages that are in the pages with less than 2 entry visits.
  • According to traffic what are the bottom 10 percent of site pages that are in general pages that have less than 2 visits.       
           In Google Analytics to check these pages the path is Traffic Sources -> Search -> Organic         

2.  To analyze Landing page data:

At this point, we need to analyze which areas or pages or sections of our site that do not drive visits at all. For that we need to categorize into two sections again:
  • First we need to know how many number of pages from our site are indexed which can be checked through or else with help of webmaster tools.
  • We need to identify the difference between the number of pages that actually were indexed and the number of organic landing pages that are indexed. These often lead to an issue of rank-worthiness in specific areas or page templates or types. 
  •  Check bounce rates and analyze whether there are any specific landing pages which have high bounce rate.
  • Then check out the bottom 10 percent of pages which have highest bounce rate and lowest average time a visitor stays on a page.

Day 3 need to be dealt with users Data Engagement - Give That User a Cigar:

Third days deals with two sections of data in Google Analytics which specifically deals with data that users are engaged with.


 3. To analyze Engagement Data:

At this point we need to check whether user is going through multiple pages in our site and through correct path. Is he satisfied with these pages and how much amount a user is spending on these pages? So we need to check the following sections of Analytics:

Primary paths that are gone through visitors in the site:

Visitors time duration on the page:

 4. To analyze Social Data:

There will always be a different opinion on social and effect of social media on SEO. So we need to analyze it as if Google is giving us some data which means:
  • Google thinks that data as important to it.
  • We need to use it as KPI when we understand that it is relevant to our goals.
Here are some important sections in Analytics that give us idea about our site’s social data:

Content that is visible in offsite:

Social Plug-ins Report which gives information of Social sources:


Day 4 will deal with avoiding surprises - Catalog your Content:

 It is that point of time where we need to keep track of old blogs, long product pages that are not in live, or the image galleries. Image galleries should have right of being displayed in Smithsonian which are amazing in tech, marketing fields along with C-level folks.
  After the data is collected, we need to catalog over lap content, content themes and then a review has to be prepared for every page based on the following questions:
  • Whether the content on this page is interesting?
  • Is it arranged next to our topic expertise?
  • Content of this page is old, tired or less relevant?
  • Does this content add any value to our site users?
By analyzing this, we can provide better content to our users as well as we can do better during Panda reviews.

Day 5 has to be dealt with digging duplicate content:

At this point of time we need to check with duplicate content on pages with other sites and also pages of our site itself. To start checking with duplicate content on pages it has to be started with Title tags, Meta description and then comes content on the page. To check duplicate content with other sites select one or two unique sentences in page and with the following operator check in Google.
     "quoted text"

                     Even though everything will not be cached but this query will highlight duplicates with Google index of our site and will help out in duplicate search. Example of duplicate content search:


Day 6 has to be spent with analyzing Thin Content:

Thin content does not add any value to the page and if content present on page is spinning content then also it leads to thin content issues. Thin content leads to less user engagement, high bounce rates, lack of sharing and other attributes that help content in adding value to the page. Panda targets pages with very less content, single pages and this result in whole site visibility. 

Sections of site which generally contribute to thin content are stores that are geo-based, similar products with different color or sizes and in-case of job descriptions there will be a little change and that may be region, color or specialization.

Day 7 deals with Old or Tired content:

If there are any pages with content that is out of date, apparently wrong, or if it pays attention back to early days of internet and does not give any historical details then this is the correct time to remove that content. 

In case, where old content still has high demand but it cannot be found easily then it has to be planned in such a way to rotate old content on to the pages that are visible. It can be done using techniques like internal linking modules, easily accessible archive pages and through social promotion. To check whether still old pages has traffic we need to implement rotation of home page content archive links.

                Day 8 deals with analyzing black hat techniques - Devil made us to do it:
As we know that spam techniques will lead to penalization of site by Panda. Now it is the time for not being dependent on these techniques. Also it is better to remove links from spam sites.

Even link networks are being taken down and each single minute there are ‘n’ numbers of sites being taken offline.

Day 9 is the time to take a second review - Looking Good!

As we cleaned up the entire site now it is the time to take a second review and also to look into webmaster tools to make sure that there are no more errors, issues and warnings. 

                  Then review analytics for these sections site visibility, key metrics and baseline where is our site today.

It is the best time to plan short term goals about our site position in search results and also need to build Panda-friendly content strategy.

Day 10 is the time to relax as site is Panda - Proof:

Now as we have completed with Panda proof for the site and also short term goals we can be away from site for few days.


Ongoing: Don’t fall asleep at the Wheel:

As per now we are relieved from Panda updates of past and also future but there may be other updates. So every time there is a need for us to be alert.                      


Reasons Why Accepting Guest Posts Could Be A Threat

  If you are familiar in the field of blogging, then 'Guest Posting' is not a mysterious word for you. As everyone knows that, guest posting is one of the powerful tactic and proven method to improve the website's traffic as well as search engine optimization performance.

  Back links play a vital role in increasing page rank and traffic. In addition, there are several other factors that build page rank. As you know that, page rank is an algorithm that ranks your website's page out of 10. This concept was introduced in 1996 and more over, guest posting term did not take place during that time because blogging was not so popular.

  Now-a-days, trend has been changed and it is totally different. Internet access is available to everyone and Blogging method has grown extensively high. As the competition increased among the bloggers, Google has put many restrictions to the bloggers to display their blog in search results. Bloggers started different practices to improve their website page rank. At that time, guest posting came into existence. Later, guest posting got popularity and everyone started using it to improve their websites page rank.

  Few months before, Matt Cutts announced a statement that, guest posts can harm and threatens your blog. After Google Panda and Penguin updates, guest posting has considered as a best approach to build inbound links to improve website page rank. From past few months, many of the bloggers stopped including guest posts on their blogs and there must be some reason for this cause.    
  • Guest Posts threats your blog

1. Guest Posting may degrade your page rank:

According to Matt Cutts statement, hosting guest posts may reduce your website page rank. Combination of Google data such as Back Links, site links, page rank etc., is referred as Google Juice. For Example, if you have juice with full of glass and someone asks you to share the juice. If you share the juice with him what happens!!! You mislaid your juice...and if you keep on sharing the juice, at last you will have an empty glass. So, in the same way, when bloggers keep on posting their posts on your blogs your blog popularity decreases drastically and your competitor blogs popularity increases.

2. May lead to lot of broken links:

If you are using guest posts tactic, then you are going to have few outbound links. You cannot predict that all the links are going to approach a proper domain. For example, you hosted 300 guest posts, in that, 100 guest posters removed the link from the search engine which have posted on your blog through guest posts method. Imagine!!! Now, your blog contains 100 broken links that may lead to degradation of your page rank as well as SEO performance. Google dislike the blogs that have lots of broken links.

3.Guest posting can affect your blogging relations:

This is the major issue most of the bloggers face. Even though guest posting is one of the powerful tactic used to build bloggers relationship, at the same time it is one of the major problem that affects bloggers relationship. Bloggers show much interest and contributes guest post to the famous and popular blogs. It's quite common!!!! But it is highly risk to host every post because every blogger doesn't have unique and high quality content.

4. Guest Posting may lead to lose your blogging identity:

It's absolutely true!!! As you know, hosting too many guest posts has a chance to lose your identity in your groups, community. All the bloggers publish their blogs in own format.   

5. Guest Posting may lead to Spamming:

Google hates the word spamming. Many of them are spamming by using irrelevant links to the website. By doing this kind of strategy, you may lose important readers and link juice.  

What you need to do

Implement fairly strict guidelines for the guest bloggers.
Publish content which has relevance and good quality.