Content Marketing & SEO

Top Free SEO Tools & SEO Extensions To Boost Your Organic Traffic

  • Team Social Beat
  • |
  • 7 July , 2020
  • |
    • 11 min read

In today’s digital world, the key for your business to perform well online is to reach the top of the SERPs (Search Engine Result Pages) and for this to happen your website must deserve to be at the top.

With Google’s frequent algorithm updates the need for page speed, unique content and SEO strategies has become a necessity. Fortunately, there are a lot of free SEO tools online for Indian marketers that can help you assess the work done thereby helping you achieve your SEO (and business) goals.

Here is a list of the top free SEO Tools for your website that you could leverage to increase your search rankings: 

Google Analytics

Every individual interested in online marketing should ensure Google Analytics is integrated into their website. Google Analytics is a free tool that provides the data of traffic that is received on the website. The Google Analytics tool helps you identify the source of the traffic whether its organic, referral or even paid campaigns. It also has functionalities to further break down the metrics to identify the device, location and behaviour of the users driving traffic to your website. This helps you understand your audience better.

Click to get Google Analytics 

Helpful Add-on: Google Analytics (for google sheets). This GA add-on allows you to generate and schedule reports on google sheets to ease tracking of data.

Click to download the Google Analytics for sheets add-on

Google Search Console

No top free seo tools list is complete without Google Search Console. Google Search Console formerly known as Google Webmaster Tools is a tool that focuses on optimization and search result performance. The tool also helps you with analysis on the technical aspects such as coverage issues, internal, external links on the website and the speed of the website. It is also one of the only places that provides reliable query data.

Click to get Google Search Console

Helpful Add-on: Search Analytics for Sheets. This add-on allows you to pull data from Google Search Console on Google Sheets with ease. 

Click to download the Search Analytics for Sheets add-on.

Google Data Studio

Google data studio is a reporting tool that allows you to merge data from different sources like Google Analytics, Search Console and Google Sheets. This tool helps you present and customize your data in the form of a dashboard making it convenient for reporting and can be built for free.

Click here to get Google Data Studio

Trend is one of the most trending words for content marketing. Google Trends helps you to understand what people search for and the search volume of a period of time. You can easily filter the results based on the region, time frame, category and the type of searches such as web search, image search, shopping search or YouTube search. You can also do a comparative analysis between two terms and then finding getting the insights is all up to you.

Learn more about Google Trends

MOZ

MOZ is one of the tools used by top webmasters and considered to be one of the top SEO optimization tools. The Domain Authority score by MOZ is an industry standard to gauge the quality of a website. MOZ bases this score on various onpage and offpage factors. These are some of the features of the MOZ tool.

Keyword Optimization

MOZ helps you to keep track of your domain’s ranking and search visibility for the keywords you want to target on your website. You can also perform a competitive analysis to understand your competitors position for your targeted keywords.

Site Crawl

MOZ audits your website and identifies potential errors that could arise when a spider or a search engine bot tries to crawl your website. It can also help you optimize errors in your metadata which can help you rank better in search engine results.

Backlinks

MOZ analyzes your backlinks to understand where you’re getting your backlinks from and the quality of the referring domains. To aid your contextual marketing efforts, MOZ helps you to identify the anchor texts that link to your website. MOZ also helps you to keep a track of recently acquired backlinks and also the backlinks that you have lost.

Check your Domain Authority on MOZ

MozBar

MozBar is an extension for your Chrome web browser which adds a sticky toolbar that knows the right information to determine the credibility of a website. The Moz bar provides the domain authority and page authority of a website to draw an understanding of how credible the website is. You can also click on the Moz bar and generate reports instantly. 

Try out the MozBar on your Chrome browser

SEMRush

SEMRush is an all-in-one toolkit for all your SEM needs. SEMRush provides tools for most of your digital marketing needs. Based on the requirement, SEMRush has divided its website into toolkits such as the SEO toolkit, Advertising toolkit, Content Marketing toolkit, Social Media toolkit and Competitive Research toolkit.

Keyword Research

You can also perform a keyword research and find out your rankings for a keyword. You can either track a set of keywords you have shortlisted and see its performance for organic or PPC campaigns or identify keyword opportunities by just entering your domain.

Backlink Analysis

In the link building section, you can get an overview of all the backlinks to your website and fulfil your off-page SEO requirements. Identify toxic links that can affect your site health and your domain’s ranking in SERPs. You can also set up a tracker to identify opportunities for backlinking and track their progress over time.

On-page and Technical SEO

You can audit your website and find on-page and technical issues on your website. It provides you a site health score and gives you suggestions to improve your site’s performance. It can also track local listings for your business and monitor the reviews your business receives.

Competitive Research

You can compare your keyword strategy to that of your competitor and identify any competitive opportunities you can grab. It can identify the strengths of your competitor’s domain and find out what is working best for them. It can also help identify keyword and backlink gaps between your domain and that of your competitors in order to improve your position.

Rank Tracking

This tool keeps track of your ranking position in SERPs on a daily basis. In addition to this, you can also keep on eye on the volatility of the search engine with respect to any changes in the ranking algorithms. You can get a list of the top domains that are currently ranking on search engines.

Begin your digital marketing journey at SEMRush

Ahrefs

This is another wonderful toolkit for all your SEO needs. You can perform a site audit to identify issues and optimize your website. Ahrefs is a truly remarkable tool that every SEO specialist must have in their toolkit.

Organic Search

You can track how your website has been ranking over a period of time. The keyword research is an important tool to understand the search queries and find opportunities for your keyword strategy. Analyze your competitors in the industry and track how you performed in comparison to them.

Page Analysis

Analyse individual pages on your website either by the traffic they receive or by the type of content or content pages that get the most shares on social media platforms and other domains online.

Backlink Profile

It helps you to identify the backlinks and backlinking domains to your website. You can also understand how your contextual linking strategy is working for you by analyzing the anchor tags. You can keep a track of the backlinks you have recently acquired or lost. Have a look to see an analysis of the internal linking status on your website and identify any orphan pages.

Outgoing Links

This is an important aspect of SEO as important as backlinks are. If you are providing link juice to low quality websites it can give an indication to search engines that you are a low quality website which can lead to lower rankings or penalization by these search engines.

Rediscover your website at Ahrefs

Yoast SEO

Yoast SEO is a WordPress plugin that helps you manage your on-page SEO tasks easily. It also measures the readability of the content on your webpage. It helps you to easily edit the meta-information such as the title and description while editing your page on WordPress. You can also measure the optimization of the content on your page for target keywords and keyphrases. The snippet editor shows you how your webpage appears in the search results. Similarly, you can also control how the meta information of your page appears on social media platforms.

Follow these steps to install the Yoast SEO Plugin on WordPress.

Hotjar

Ranking in SERPs and leading visitors to your website is not enough. Google also gives priority to the user experience which is the culmination of many factors like the bounce rate, time on page, pages per session and other on-page factors. Hotjar is a heatmap tool which helps you understand your visitor’s behaviour after they land on your page. Hotjar helps you track activities like clicks, taps, scrolls or potential parts of the page visitors looked at. And, thats why its one of the best free online SEO tools for bloggers. Like a weather map, the colour ranges from red which shows high activity to blue which represents low activity. This heatmap tool could also help you to run A/B tests on different versions of your website to track user response to the changes. All you need to do is add an asynchronous script to your website and follow the analytics to improve your website.

Learn more about Hotjar

UberSuggest

UberSuggest Tool 

Ubersuggest is an all in one SEO tool that helps you win in the SEO world. The key factor while doing SEO is to be aware of what you're doing and what your competitors are doing and how you adjust your strategy accordingly. This free SEO tool provides you with data of keyword ideas, keyword volume, backlinks requirements for the keyword and competitor analysis.

Click here to get the UberSuggest Tool

UberSuggest Extension

Neil Patel has recently introduced the new uber suggest chrome extension which makes it super handy to do SEO. The SEO extension for chrome provides all the required SEO metrics in the SERPs itself. It provides the search volume trends of the keyword, backlinks acquired by the competitor websites which are ranking in the SERP, it also provides related keywords to target.  

Click to download the UberSuggest Extension.

SmallSEOtools

Despite its name, SmallSEOtools provides much more than just tools for your SEO needs. Your content team would appreciate the functions such as the plagiarism checker, paraphrasing tool, image to text converter and other tools.

Similarly for SEO you have tools to check the keyword density in text, keyword analyzer and keyword finder. You can run a backlink analysis for your domain and find places to improve your crawlability. You can also do a competitor analysis for the keywords and backlinks. There are a host of tools for website tracking and management on this website. 

Try out SmallSEOtools now.

Keyword Planner

SEO is about targeting the right keywords. The keyword planner tool which is Google’s very own provides the average search volume for a specific keyword. It also provides keyword variations and related searches for that focus keyword. Keyword competition is also provided which can get tricky sometimes while you're performing keyword research for SEO since it's only used for ads.

Click to get Keyword Planner

SEO Minion

SEO Minion is a chrome SEO extension which provides on-page analysis. It provides the metrics necessary for on-page analysis making it handy to have a quick check of your page based on the on-page checklist. 

Click to download the SEO Minion extension

Smacient Interlinking Tool

Interlinking pages in a website is a key factor in SEO to allow the link juice to flow from one page to another. It also prevents orphan pages. Interlinking each of the pages can be time-consuming. This interlinking tool provides suggestions of other similar pages in the website with a suggestion of the anchor text to be linked to ease out the process.

Click to get the Smacient Interlinking Tool.

Schema Markup Generator

This schema generator tool makes it really easy to create the code to implement schemas onto your website. The tool has a list of schemas to choose from to generate the code for it to be added to your website. 

Link to get the schema markup generator

HTTPS Status Code

This tool is a status code tool that checks the status code of the URL. The tool can do wonders when you are searching for the status code of bulk URLs to identify certain issues in a specific URL status code. It also checks the response headers, and redirect chains of a given URL.

Link to get the tool.

Screaming Frog

Screaming Frog SEO spider is one of the best technical SEO tools out there. It identifies the technical errors of your website to help fix and improve your site health. The spider can be crawled by entering the website, uploading a list of URLs or by entering a specific sitemap file. 

Link to download Screaming Frog

WooRank

WooRank is an SEO monitoring and auditing tool. It helps you identify critical issues that could have caused your domain to rank lower or be penalized by search engines. It has a clean and easy to use interface that highlights the issues and explains the need to rectify those issues. Analyzing the code and files on your website, WooRank identifies hidden errors and helps you visualize the improvement of your ranking in SERPs.

Link to get Woorank.

GTMetrix

With page speed gaining importance for ranking in SERPs, GTMetrix goes beyond Google’s page speed insights tool. GTMetrix offers PageSpeed and YSlow scores along with a detailed analysis for improvement. You can run the tests for different server locations and also simulate the response on different devices. All you need to do is enter your website and run the analysis.

Link to get GT Metrix

WhiteSpark

Local citations are extremely important for businesses that operate in a specific geographic area or those who want to increase their keyword ranking for location-based keywords. This free SEO tool finds where all your citations appear and also identifies where your competitor’s citations appear in order for you to fill those gaps. It also has a tool to analyse the NPS of the reviews that are left for your business online and in Google’s reviews. If expanding your geographic presence is important to you, check out WhiteSpark.

Link to get WhiteSpark.

Hope you found this article useful. To know more about digital marketing tools and trends, do stay updated.


7 Image SEO Tips To Follow in 2020 For Improved Ranking On SERPs

  • Nandita Raman
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  • 22 June , 2020
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    • 5 min read

Even if you’re new to the concept of image SEO and do not understand why an article would choose to talk about image SEO tips, hang on! Correct SEO practices are a goldmine waiting to be unleashed. I’ll just start by saying - all your digital marketing efforts will go in vain if you do not leverage this integral marketing element - SEO. 

Before jumping to image SEO tips, let’s first deal with the basics. 

What is SEO? 

The unpaid strategy that goes into making any given website rank higher on a search engine is called SEO

Search Engine Optimisation is essentially optimising your site so that it gets picked up by search engines and gets displayed on relevant searches leading to higher traffic. The strategy is unpaid and thus focuses on ‘organic’ results. Under this, the design, content, images, links, and writing - everything needs to be optimised in a way that search engines (Google, 90% of the time) show the website as a top result when someone searches for a related keyword. 

Why does SEO matter in the digital marketing world? 

Not a secret: Yout website visitors are your potential customers!

SEO matters because: 

  • To welcome an influx of online traffic, you need to rank higher on Google. 
  • 33% of clicks on a search engine are on the first ranking page, and 75% of all clicks are on the first five listings. SEO is the way to go if you want users to click on your website.
  • The higher your rank, the better will be your brand’s visibility and thus credibility.
  • High ranking builds trust and digital authority like nothing else. 
  • Once users trust your brand, sales are bound to follow. 
  • The indirect advantage of SEO is that when you spend time optimizing your website, you also end up enhancing its usability and fine-tuning user experience.  
  • SEO helps you build and sustain a quality relationship with your audience. 
  • It gives you the much-needed competitive edge which is a tough nut to crack in present times. 
  • SEO gives you an edge and shoots up your conversions.
  • All of this adds to more sales, a loyal customer base, and substantial business growth. 

                                                                      Image Source: Backlinko

Why is it important for images to be SEO optimised?

Image optimisation matters because: 

  • They extend contextual information to the search engine which directly affects the page ranking. 
  • Your page loading speed is enhanced which in turn increases user engagement. 
  • Images consume significantly higher bytes than any other component of a website. This emphasizes the fact that their size and complexity is bound to influence a site's performance.
  • Aberdeen Group's study suggests that even a second’s delay in page load time leads to a 7% drop in conversions. Also, around 40% of individuals will abandon your website if it takes more than three seconds to load. Image optimization comes to the rescue here. If you can reduce the size of your image, maintaining their quality, your page loading time will improve drastically. 
  • Improved page load time = improved user experience. This will encourage conversions and enhance your customer retention rate. 
  • Optimised images require less storage on the server and thus site backups are quick and efficient.

Here are 7 Image SEO tips to keep in mind while optimising images:

1. Name it right: 

This has to top the list of image SEO tips because it’s so obvious and straightforward and yet most of us miss out on it. Google must be clear about what your image’s message is - without even looking at it. How does that happen? By naming your image. Use your focus keyword/keyphrase at the very beginning in the image file name. For example, if your image displays dogs, the file name shouldn’t be GDS5654.jpg, but dog.jpg.

2. Format it right: 

When speaking of crucial image SEO tips, formatting is what will follow. Here’s how to zero-in:

  • JPEG offers color and clarity with a comparatively small file size.
  • PNG to keep background transparency intact
  • WebP for a combination of high-quality results and small file sizes. 
  • SVG especially for logos and icons. 

 3. Scale it right: 

The quicker a page loads, the better it is for SEO and user experience. Images have a huge role to play in the loading time of a page. The maximum width of your images can be 720 px, no matter what your screen size is. Images wider than 720 px are then automatically resized to fit the screen. 

Note that the browser still has to bear the burden of loading the image in its full-size i.e., if your image is 3500px, the browser would load it entirely and then display it at 720 px. To avoid this, resize your images effectively to suit the width you need. 

4. Dial down the size: 

The next in the list of image SEO tips is to compress the image and offer the smallest file size. Keep experimenting with various file sizes without being afraid. The visual quality usually faces little to no noticeable difference while the file size numbers dial down remarkably. 

5. Leverage Responsive images: 

Speaking of image SEO tips, we cannot miss out on the magic of srcset - the HTML code to instruct the browser to load different versions of an image in accordance with different screen resolutions. 

Suppose you upload a 620 px image and someone visits your webpage using a smartphone with 420px display, then their browser has to unnecessarily suffer the load of 620 px when it can do so perfectly with 420 px. That is where responsive images drop in. For instance, here it will dial down your 620 px image to 420 px to suit your smartphone display.

6. Add captions and alt text: 

We all are used to skimming and scanning through an article. Another point in image SEO tips, therefore, would be to include captions (text) with your image when needed. KissMetrics stated that an average reader goes through the captions under images 300% more than the copy itself

Apart from this, add alt text to your images - it ensures that all information is intact even if the image isn’t available to the user. This alternative text must include an SEO keyword so that the image is clear to the search engine as well as to the user.

7. Include structured data: 

It’s simple - you can use structured data to show your users what kind of content is associated with your image on your webpage. By doing this, you will encourage better quality traffic to your website. Currently, the 3 markups that Google gives you are products, recipes, and videos. You can use the markup that describes your content the best. 

I’d like to leave you with the maxim: Knowing isn’t enough, you need to take action. Now that you’re aware of the strategies that go into making your page rank higher, make sure you experiment effectively. You can now incorporate the best images and leverage these image SEO tips to welcome quality traffic, sales, and growth to your business. 

About the Author:

Vinayak Agarwal is the co-founder of myHQ, a startup with a mission to revolutionize the way millennials work. They are creating a network of beautiful & inspiring coworking spaces and work cafes for people to work, network, and co-create from. myHQ is also a vibrant community of 10,000+ entrepreneurs, freelancers, and working professionals.

An entrepreneur at heart, Vinayak is an IIT Delhi alum and he worked with Goldman Sachs for 2 years before starting myHQ.


Google’s Broad Core Update – May 2020

  • Deepsikha Agarwal
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  • 28 May , 2020
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    • 3 min read

After a core update at the start of the year in January, Google has announced the next update to its algorithms early this month, on May 4th. Each update affects Google’s search algorithms and is released with the intention to present information that is relevant and authoritative for any search result. 

What does the latest update entail?

With COVID-19, many industries have seen a decline because of the nature of their business, while others have seen an increase. This has resulted in a significant shift in the way users search for queries online as well. This is why Google has chosen to rank certain categories higher in its latest update. This will allow relevant content to appear to match searches during these uncertain times. 

For example, the search for content related to news, health, and online communities has shot up, while categories like travel, sports, and live events have seen a drop. Google’s latest update accounts for these shifts and the change in algorithms strongly affects Search Engine Results Page (SERP) volatility. 

The core update that was announced in January also affected SERP volatility, but May’s core update displays a peak in these rates, which is illustrated in the graph below.

It is important to note that the update also affects thin content, as well as old content which has not been refreshed in a while. Such items will be ranked lower by Google’s algorithm update. But if there has been a change in rankings for the entire industry, there is no guarantee that implementing changes will help increase the position of the content in SERPs. Featured snippets have also been impacted with the update.

Users may recall that in September 2019, Google announced a core update that resulted in a similar outcome which changed rankings completely. A key difference was that YouTube videos began to outrank Wikipedia pages. So this is not the first time something of this sort has happened.

Which industries are affected most?

Since the core update reflects the direct impact industries have witnessed throughout these last few months, the same industries have experienced a win or loss with this unprecedented change. 

For example, news has become paramount during these times. People across the world are trying to stay informed on COVID-19, as well as the impact it has had on various spheres of our normal lives. Information on health and medical research is also being widely consumed. And with people restricted to their homes, the number of hours online have shot up as well. Users are spending more time on different social media platforms, streaming services, and other categories of entertainment. Thus, these are the industries that have benefited most from the update this month, with news coming out on top.

Other industries have not fared as well. Travel and real estate have seen a dramatic drop, and this is reflected in the results of the update as well. Similarly, live events and entertainment, autos and vehicles, tech, and fitness, among many others, have taken a big hit. Many websites are reporting a significant drop in traffic, which is likely due to the change in the SERP algorithm.

Because marketing during COVID-19 is already in a state of flux, it is important to stay up to date with these changes and implement corrections accordingly. This can make keeping up with competitive SERPs easier. However,  it might make more sense to wait until the market picks up for industries currently experiencing a decline in demand and engagement. 


Is SEO really dying? It’s complicated

  • Rhea
  • |
  • 25 March , 2020
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    • 9 min read

Quite possibly no other component of digital marketing has been as subjected to the imaginations of conspiracy theorists as SEO has. Almost every year, new claims come out about the death of SEO which are then consequently debunked by experts in the field. But this time, the assertion isn’t coming from marketers pushing for more PPC campaigns, but from concerned content creators themselves.

So why are experienced professionals in the field worried that 2019 could signal the death knell of SEO? Here are a couple of factors that might explain their fears.



  1. Organic CTR is the lowest it’s ever been

With every SERP feature that Google adds, click-through-rates take another dip. In the past, if a user were to search for the weather, they would have to click on a result, enter the website and look for their answer on the page. But now? The search results would look something like this:

This feature is great for users who can now get their queries answered faster, but for a website? Not so much!

These new features don’t just affect broad searches but long-tail queries as well. A first-time real estate investor, for instance, might search for ‘how to calculate stamp duty’ to clear up their questions on it. When they do that, Google will present them the answer neatly packaged in this featured snippet:

If you are wondering how to get the coveted featured snippet. Here is an interesting video:



Since the user already has the answer to their question, they might not feel the need to actually click on the website. What this means for content creators and website owners is that while their search rankings might improve, overall organic traffic to the website might not grow proportionally.

  1. Google Maps eats up local search traffic

Businesses, understandably, want users to visit their website for all information related to them. This is especially important for local businesses such as restaurants and cafes since purchase intent is typically higher for local searches. However, Google might be hoarding most of this traffic for itself. If a user searches for cafes or restaurant, for example, their search results today looks very different than it did just a few years ago. In the past, they would see a restaurant listing when searching for ‘Chinese food near me’, click on the website link that appealed to them and check out the menu and contact details on their website.

Today, while they will still see restaurant listings, clicking on one will take them to Google Maps and not the restaurant's website.

Of course, a user will still be able to utilise the information provided by Google to visit the restaurant or make a reservation (and thereby convert into a customer). But a business’ website might have less reach and decreased organic performance.

  1. Mobile search is most heavily impacted

For the last few years, a mobile-first approach to SEO (and almost everything related to digital marketing) has been adopted by marketers everywhere by implementing strategies like AMP. The number of mobile users and mobile searches have also been on an upward trajectory in the last few years, underlining the importance of mobile SEO. However, recent statistics about the nature of mobile searches have emerged, making marketers wonder if mobile SEO still has the same ‘do-or-die’ effect that it did a year ago.

According to Rand Fishkin of Moz, mobile no-click searches have grown by 11 percent, almost 2.5 percent higher than no-click searches on desktop. With these seemingly gloomy numbers, it’s no wonder that websites and brands are worried that they might be losing out on a chunk of their organic mobile audience.

  1. Voice search is increasing no-click searches

Voice search can be interpreted as both a boon and a bane for marketers. On one hand, it’s a growing new platform to make their brand more visible to users and one of the biggest digital marketing trends of 2019. On the other hand, no-click searches are most prevalent on voice search. For brands and marketers, this poses a unique conundrum: is voice search worth ranking for or will it provide absolutely no value in terms or traffic and brand awareness?

But does this mean SEO is dying?

The simple answer to that question is, no. With SEO, when one door closes, another opens. There are certainly many facets of SEO that are dead or dying today, but that has always been the case since its inception. As users, platforms and Google’s algorithm evolves, SEO needs to adapt to keep up.

Instead of getting bogged down by all the alarming statistics being thrown around about the end of SEO, marketers should instead focus on realigning their SEO strategy in the following ways.

  1. Grow branded searches

If there’s one keyword that Google cannot steal traffic from, it’s searches for your brand. For example, if a user were to search for just ‘digital marketing companies in India’, Google would first list out map listings of companies.

However, if they were to directly search for ‘Social Beat’, none of Google’s SERP features would show up to distract them from clicking on our website.

Going forward, therefore, brands need to focus on building the strength and volume of branded searches if they want relevant traffic on their website.

  1. Shift focus from volume to CTR%

Most keyword research today consists of analysing keyword volume and difficulty alone. But with the new SERP features, high volume keywords don’t necessarily guarantee high traffic from them. To counteract this, content creators should include a third dimension when choosing keywords to optimise their content with: CTR percentage. By carefully choosing a keyword that has a high click-through-rate, content marketers can be assured that they will be creating content that will drive organic traffic to their website and not just adding to Google’s no-click search percentages.

You can do a simple CTR analysis through most keyword research tools. In this example, we used Ahrefs to dig deep into our focus keyword, ‘digital marketing blogs’. According to the results that the tool gave us, this keyword is worth trying to rank for as 65% of those searching for the keyword have clicked on a result.

  1. Design content for SERP features

In the case of SERP features, content marketers are better off following the adage, ‘If you can’t beat them, join them!’. A featured snippet, can either steal traffic from your website or increase it depending upon how you tailor your information for it. If a user can get all the information they require for their query from the snippet without having to actually click on the link, chances are they aren’t going to visit your website. But if you can offer users just enough information and intrigue them so they click on your link to read more, then the featured snippet can be the most powerful tool in your arsenal to drive traffic to your website.

For example, if a user knows that this list includes 10 mobile wallets, but the snippet only displays a few of them, they will be more likely to click on the link to read the full list.

  1. Develop innovative content based on long-tail keyword

Creating 10x content and using long-tail keywords have always been the cornerstones of modern SEO, but they were never more important than they are today. The goal for content marketers today is to create in-depth content on nuanced topics that cannot be pigeonholed into any of Google’s SERP features. Essentially, the longer a keyword is, the greater the chance of your actual website ranking for it and not an answer box or any other feature.

Even if parts of your content can snag a featured snippet, it should offer your audience several useful elements that they need to click on your link to explore. The demand for interactive content is on the rise and thankfully, Google hasn’t found a way to display interactive tools directly on SERP yet. Tools like calculators, interactive maps, planners and more can drive organic traffic to your website and offer immense value to your readers.

If SEO is dying, then the one thing offering it CPR is pillar content. This unique comprehensive content format has created waves in the SEO sphere, promising almost an instant surge in traffic and even several high-quality leads. The secret ingredient that makes pillar content so powerful is that it is linked to several related articles within your blog, providing instant link juice to each of them. Because of this, organic traffic to your blog and overall website improve dramatically.

For example, we created a pillar for our client Shriram Properties on ‘A Complete Guide for First-Time Homebuyers in India’. Within a matter of weeks, it started ranking for over 1000 keywords in total and for 100 keywords on page 1. Achieving similar results for a regular page within such a short time span would have been close to impossible with a regular page.

  1. Meta titles and descriptions still matter

If there’s one thing that has stayed constant in the ever-fluctuating landscape of SEO, it’s that meta descriptions and titles can make or break your organic traffic. These two elements are the simplest, yet most crucial aspects of SEO. If all your hard work has helped your content reach Page 1, but the title and description aren’t compelling enough for users to click on it, your traffic is unlikely to show any improvement. It is also important that content creators don’t get disillusioned by the variety of SERP features available today. A study by Ahrefs found that featured snippets get only 8.6 percent of clicks, while the next result gets 19.6 percent of the clicks!

So even if your brand has lost out on the featured snippet, it doesn’t necessarily mean that your organic traffic will drop because of it.

  1. Branch out with barnacle SEO

Instead of putting all your eggs in a single basket, barnacle SEO offers you a way to spread your chances to drive more traffic and increase brand visibility. Today, ‘aggregator sites’ are more visible on Google than they ever were. These sites, for example, Zomato, Urban Clap and Little Black Book, list companies and services on their website. If a user were to search for best massage parlour in Chennai, their search results are most likely to throw up aggregator sites and not individual massage parlour websites.

Is this disheartening for individual businesses? Not necessarily. Trying to compete with aggregator sites will be a David vs. Goliath situation since these sites are typically larger and have a higher domain authority. Instead, businesses should try to get featured on aggregator sites to make their target audience aware of their brand and increase traffic to their website. Getting featured on a compilation can also increase the brand’s credibility in the eyes of the user.

  1. Get a headstart on YouTube SEO

With all the panic about Google’s CTR shrinking, many marketers tend to forget the second largest search engine in the world: YouTube. YouTube is beneficial for marketers for two reasons: 1. It’s a new platform to reach out to users and 2. It can help brands rank on Google as well.

The number of subscribers and video views on YouTube is growing exponentially - particularly in India. If you are finding it challenging to rank for a relevant keyword on Google because of high competition, YouTube could be an excellent way to circumvent this. You can read our in-depth blog on YouTube SEO Tips: The Secret Sauce to Ranking Your Videos to get started!

The second reason to optimise your videos for YouTube is just as important. One of Google’s SERP features is video listings pulled from YouTube that are related to a search term. If your brand is able to create a video that also ranks on Google’s SERP, then you will automatically be able to increase visibility and awareness of your brand.

This strategy is a great way for marketers to beat Google at its own game and use SERP features to their advantage.

You can also check out our video on 'YouTube SEO: 8 Powerful Tips to Help Rank Your Videos'.

  1. Gear up for voice search

Voice search can be viewed as a disruptor or facilitator, but one thing’s for sure: marketers cannot afford to ignore it. Here are just a few incredible statistics on the growing importance of voice search:

  • 28% of search queries in India are through voice
  • By 2020, 50% of all global searches will be in voice
  • There is a 270% YoY growth in voice searches in India

To avoid being left behind in the voice search wave, marketers need to optimise their websites and brands to appear for voice queries. This can also help them reach out to new internet audiences, those who are from tier 2 and 3 cities and are more comfortable using voice than typing out a query.

If there’s one thing that hasn’t changed, it’s that content marketing backed by continuous optimisation still has the highest ROI compared to any other type of campaign. By getting an early head start and implementing these elements in your content strategy before your competitors do, you can cement your position on Google’s SERP and gain a high content marketing ROI.


Pillar content: The ultimate SEO strategy for your brand

  • Ayesha Rafeeq
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  • 20 September , 2019
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    • 5 min read

SEO and content marketing have changed drastically over the last few years, so much that marketers have even begun to wonder if SEO is dying? But the truth is that, changing algorithms mean content marketers have to contend with ever-increasing SERP features that can impact organic traffic.

So how do you create great content that can still draw traffic to your website?

One of the most effective ways to secure your position on the world’s favourite search engine is by creating powerful pillar pages that catapult your website traffic. Pillar content is a comprehensive piece of content based around specific topic clusters.

What is a topic cluster?

A topic cluster is essentially a technique that goes after topics rather than focusing on just a set of keywords. With this technique, you can choose broad content themes that you want to own and create multiple blog content around it.  

With Google’s Latent Semantic Indexing, creating topic clusters ensures you cover numerous semantic keywords that cannot be done otherwise. Until recently, content marketers were creating individual blog posts that rank for a particular search term. However, most broad themes have multiple topics, which means your own URLs are competing against each other.

For example, if you are a real estate developer with an active blog page that covers a wide variety of blog content, then creating a pillar page that ties a certain broad theme can boost your search rankings.

Scroll down to see how!

What is a pillar page?

A pillar page (also known as cornerstone content) is the base for the topic cluster model. It is a consolidated page on your website that acts as a pillar but has enough room for more details in the cluster blogs which are hyperlinked the pillar.

The topic is broken down into chapters and covers all the aspects of a particular topic to increase the chances of ranking on the first page of Google. As mentioned before, all these sub-topics are interlinked to the main blogs on the website, where the concept is explained in much more detail.

For example, on our website, we have blogs on real estate marketing, YouTube marketing, Facebook ads, etc. So, writing a pillar on these topics is the ideal way to go because we have enough clusters to interlink too as well.   Featured below is our pillar page titled “A complete guide to digital marketing for real estate”. The objective of the page is to rank for anything connected to digital marketing for real estate. It taps all the aspects of digital marketing from the lead generation strategies involved to an in-depth case study on how a real estate company grew via digital, providing readers with a one-stop solution to all their queries related to the main topic.  

Another example is a pillar we have on YouTube SEO tips. This pillar covers everything relating to YouTube SEO and tips to grow your organic subscriber base. It is broken down into chapters and links to other clusters connecting to the main topic.

How does a pillar page boost SEO?

The in-depth nature of pillar pages helps it rank for a variety of keywords making it much more powerful than a blog, tool, quiz or any other type of content that typically shows up on SERPs. However, it’s not just about keywords and ranking! Since a pillar page has versatile types of content, including videos and other forms of interactive pieces, readers spend more time on the page which is again a great ranking signal. To add to that, the page is interlinked to many other content pieces on your website keeping the SEO juice within your domain. Last but not least, pillars also help in lead generation, making it not not just a great tool for brand awareness and consideration but also for conversions. 

For example, we created a laptop buying guide as a one-stop destination for users looking for the perfect laptop. It covers all aspects of the buying process from the laptop specifications you need to look for to where you can buy your laptop from. The pillar also includes an interactive laptop finder tool that readers could use to find the ideal laptop. Through this pillar, we were able to generate more than 170 organic leads, out of which 50 consumers visited the nearest laptop store and bought a laptop. The revenue generated via the pillar leads resulted in 18X ROI for the brand. 

When to create pillar content?

While it is a good idea to write pillar content for all topics that you want to rank for, you also need to start by looking at how much content you have on your site. Since pillar pages act as a central traffic signal that drives visitors to other web pages, it makes sense to first check if you have enough pit stops to divert your audience towards. Start by checking your blog database and see if you have enough number of diverse topics that cover all aspects of the main topic.

As explained in the flowchart above, the first step of creating pillar content is to find a high-volume keyword that you intend to rank for, do not have content on and want to explain in depth. With all these three criteria in place, your pillar page is guaranteed to get you a high rank on Google.

                                                                           Source: Hubspot

Structure of a pillar page

A pillar page consists of the following elements:

-          Topic clusters designed in the form of chapters: Since a pillar page is a middle ground between a blog and an e-book, it is usually designed with chapters for easy navigation. Each chapter is explained with different types of content from infographics to interactive tools. The chapters are diverse and cover all the other semantics of the pillar topic, to increase its chances of ranking. Needless to say, each chapter is optimised with a unique set of keywords of their own.

-          An enquiry form: Leads are the fruit of digital marketing that produces freshly-squeezed ROI juice. Keep track of your visitors and nurture them into customers by placing an enquiry form with an appropriate call to action on your pillar page. Featured below is the pillar page created for Casagrand, one of India’s leading real estate giants. The page opens up to a form, along with a sticky tab for easy access from anywhere in the page.

The page titled “An ultimate NRI guide to buying property in India” covered all topics from documents needed to invest in India to the types of properties NRI’s are entitled to buy.

-          Share buttons: Keep the tunnel of communication open between your pillar page and your target audience with sticky share buttons. From social media platforms like Facebook and Twitter to networking sites like LinkedIn, choose the forums that make sense for your brand. You can also pick sharing platforms used by a majority of your target group. After all, you do not want all that content to go unread!

-          A well-designed UX: There is no doubt that UX can make or break your business sales or revenue. A well-designed page with easy navigation helps in increasing the time spent on the page and reducing the bounce rate. Additionally, with all the interlinked in-depth content, it is only a matter of time your page ranks on the first page of Google, attracting organic traffic like a moth to a flame.

To know more about SEO strategy for your brand, check out our Video on Pillar content for organic traffic and leads.

Now that you know how pillar pages work and the effect they have on your website traffic, it is time you level-up your SEO game with this promising trend. Whether you are an FMCG brand, B2B organisation, Financial giant or a leading real estate developer, boost your brand visibility with pillar pages and make your organisation stand out in the digital hemisphere. 

 


Google introduces AMP for emails

  • Ayesha Rafeeq
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  • 13 May , 2019
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    • 3 min read

Page loading speed and mobile-friendliness have been among the most important Google ranking factors. To combine the two, Google has worked towards making mobile pages load faster with the help of an open-source framework which is called AMP (Accelerated Mobile Pages). AMP is considered to be one of the best ways to build good web pages that rank on Google and drive higher organic traffic. With the success of mobile AMP, Google developed other versions like desktop AMP. The most recent innovation with AMP involves a platform people spend a considerable amount of time on: the email.

AMP in email is offered by the Gmail Developer Preview. This helps developers in creating a more engaging and interactive email experience. Here are some of the advantages of AMP for email.

Faster actions

Completing actions with the help of AMP will be much faster, like sending RSVP for an event, scheduling appointments, or simply filling up a questionnaire within the email message.

AMP helps in keeping information of the email relevant and content accurate so that emails don’t become stale. This also makes it easy to keep information updated. A simple example would be confirming an account on a website, with the help of AMP for Emails one can access the confirmation page instantly without having to open a new tab. This makes the overall process more efficient and time saving. This new update also offers a preview for websites like Booking.com and Pinterest within the email.

To optimise your page for a faster load time check out Google PageSpeed Insights.

Benefits for SEO

AMP-powered email has potential that can be beneficial for email marketing, because the engaging content can increase CTR while also generating more interest when compared to a regular email.

Content marketing benefits from this update, as users can receive and access content on their email itself. This again improves the users experience making going through emails a more pleasant experience. This holds true even for users accessing emails from their mobile device.

To make the most of your email campaigns, check out our blog to know more about How to build a strong email marketing database.

Third party content

Companies are working on creating new customer experiences by using AMP for emails. Adding this functionality to emails helps in eliminating the need to open a new tab to finish the task; instead it can be done within the email itself.

The new format of AMP for Emails is supported by Google’s Gmail, Microsoft’s Outlook.com, Mail.Ru, Verizon owned Yahoo Mail to list a few while it is open to other providers as well. With security and protection of personal information becoming increasingly critical lately, Google has taken several measures to safeguard this.  This is why companies creating dynamic emails will need to seek approval from Google first.

Companies which have already started supporting this format are:

  • Booking.com
  • OYO Rooms
  • Freshworks
  • Pinterest
  • redBus

The format supports AMP features like carousels, lists and forms among others, while also including the standard HTML markup for email clients supporting AMP. Google has brought in other partners who will also support the AMP for Email on their respective platforms as well. Some of these partners include:

  • SparkPost - a platform for email delivery and analytics
  • Litmus - a tool that helps in designing and marketing of emails
  • Twilio Sendgrid - an email and marketing tool
  • SES and Pinpoint - tools by Amazon used for email and marketing

AMP for emails is a much needed update for emails making them more engaging and interactive. This update for emails opens up opportunities for content creators as well as advertisers to roll out fresh content for email marketing.


How digital marketing for FMCG brands will revolutionise the sector

  • Rhea
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  • 10 April , 2019
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    • 13 min read

Digital media is changing the landscape for marketers everywhere, especially in the FMCG sector. Traditionally, campaigns for every FMCG product would depend upon determining the right marketing mix of the 4 P’s (Product, Price, Place and Promotion) that would best influence the target audience’s purchase decisions. Today, however, consumers are making buying-decisions differently and with this, strategies aimed at impacting this process need to evolve as well.

Consumers now are exposed to their phone and laptop screens more than they are to traditional media like television, newspapers and billboards. There are also a growing number of consumers who prefer to shop online for FMCG products rather than visit a physical store. According to a report by Google and Bain and Co. $11 billion, or two-thirds, of the total sales in beauty and hygiene products will be influenced through online marketing. In today’s digital era, a strong full-funnel digital marketing strategy is indispensable for FMCG brands

 

 

Adapting the 4 P’s for Digital Marketing

 Digital marketing for FMCG companies doesn’t mean retiring the tried and tested 4 P’s which formed the holy grail of marketing for years. Instead, it involves tweaking the marketing mix for FMCG products to bring them into the current era. Digital marketing trends in FMCG allow marketers to not just capture the consumer at the final buying stage, but also to establish a relationship with them from the start, something that was not possible before. This requires marketers to formulate a holistic FMCG digital strategy to not just influence their consumers, but also to personally engage with them.

How Digital Marketing Can Benefit FMCG Brands

 Incorporating a strong digital marketing strategy in the overall marketing mix offers many clear advantages to brands.

1. It helps distinguish your brand

The FMCG sector is marked by a large variety of similar products, which offer consumers a wide range to choose from. One of the biggest advantages of having an effective digital marketing strategy in place is that it helps brands create a unique brand identity. This helps consumers form a strong opinion of the brand, which will ultimately influence their purchase decision.

2. It provides an innovative way to display your brand

 In traditional marketing for FMCG, the product display was considered one of the most important factors which influenced purchase decisions. Consumers are visual creatures, so the more attractive your packaging, the higher the chance of it being noticed by them. In much the same way, digital marketing for FMCG companies can be approached as a virtual shelf display. It is even more effective than a physical display because it helps you reach your specific target audience, making your overall marketing strategy more cost-effective. This enables top-of-mind awareness, which can influence purchase decisions. Like physical shelves, digital marketing also allows you to position your products contextually. Through tools like AdWords Smart Display, you can showcase your products while consumers browse through similar categories. For example, if you are a skincare brand, you can display your ads next to beauty blogs your consumers are browsing through.

Often, your product's own website is one of the best ways to showcase your brand because you have complete control of a user's experience on it. Anmol, a household name in the northern and eastern regions of India, wanted to upgrade their website. We completely did away with the old, lifeless website and gave it a fresh new look that was as vibrant as their products. Our UX, content and design teams adopted an out-of-the-box approach that had a generation-wide appeal, complete with interactive elements, engaging language and quirky designs.

Read about the full journey here: A Young and Vibrant Website for One of India's Most Loved Biscuit and Cake Brands

3. It Allows You to Gain Consumer Insights and Increase ROI

 One of the biggest advantages digital marketing has over traditional marketing is that it helps you track every facet of your marketing efforts. FMCG brands spend large sums on hoardings, TV commercials, print ads, radio ads and more. However, the results of these campaigns are very difficult to measure effectively. While speculative figures can be produced, there is no way to arrive at a definite conclusion.

Digital marketing, on the other hand, helps you track and measure every aspect of your campaign. With the help of analytic tools, brands can recover information about number of impressions, clicks, conversions and more. It also lets them find out exactly which ad prompted the consumer to make the purchase. Advanced analytics can even let you gain deep consumer insights. This can help you create campaigns and content that your target audience will actually find engaging. With the ease of tracking digital marketing offers, FMCG brands can refine their strategies and make it more cost-effective.

4. Mobile usage is only going to grow from here

Offline purchases might still form the bulk of FMCG sales but the future belongs to mobile phones. Mobile phones and high speed, affordable internet have penetrated almost every section of the Indian audience. A significant portion of Indian consumers are shopping for FMCG products online through various apps and this number is only going to grow. Digital marketing trends in FMCG need to keep up with the increasing volume of customers who prefer to shop online.

Via seosolutionsindia.com

One of the biggest areas of growth in mobile usage will be in tier 2 cities and small towns in India. FMCG brands need to stay up-to-date on the constantly evolving digital marketing trends in these tier 2 and tier 3 cities. Unless brands solidify their FMCG digital strategy now, they are going to witness severe drawbacks in the future.

FMCG Digital Strategy Techniques

 Digital media offers a number of streams for FMCG brands to market themselves. These various platforms also help brands meet a number of marketing objectives, right from creating awareness and brand building to driving conversions and cultivating brand loyalty.

1. Build strong communities through content marketing

 For a long time, the focus of marketing strategies for FMCG brands revolved around a one-way promotion of their products. Today, however, digital marketing trends in FMCG are shifting the focus to creating user-centric content that brings actual value to consumers’ lives. By creating informative content, you can drive conversation among your consumers and build strong communities. Having a solid community is crucial to developing a loyal consumer base. Digital marketing can help strengthen your brand’s community through a number of innovative content marketing strategies that work.

Clever use of content marketing is essential because it helps establish your authority in the space. For example, Johnson & Johnson created BabyCenter.com, a website for moms to share information and engage through helpful forums. While not overtly a part of Johnson & Johnson, all ads displayed on BabyCenter.com were for the brand. This allowed Johnson & Johnson to build a strong community of moms they could tap into to sell their products. This kind of user-focused marketing is unique to digital marketing and helps brands promote their products more effectively than ever before.

Another facet of content marketing that is essential for FMCG brands is creating SEO-friendly content. Incorporating a strong SEO plan as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand. Keyword-optimized content also helps consumers find you when they have a query, which goes a long way in establishing your brand’s credibility in that domain.

2. Strengthen digital presence through social media

 Facebook is undeniably one of the biggest avenues for digital marketing. Through advanced tools for social media analytics, you can find your target audience, refine your marketing strategy and even drive conversions. The Facebook custom audience tool can help you widen your target audience and reach them through your campaigns. FMCG brands can also use Facebook to get deeper insights into consumer behaviour. For example, Raaga Professionals innovatively used an audience poll on Facebook to simultaneously understand the needs of their consumers as well as advertise their products.

However, your consumers aren’t using only Facebook and as a brand, neither should you. Digital marketing for FMCG brands needs to be integrated over various channels to have the maximum impact. This includes ads which play before a Youtube video, promotions through Twitter, Instagram posts and much more. Effective digital marketing for FMCG even includes SEO-friendly content, so your brand shows up when consumers search for a related need. With an increase in the number of FMCG products showing up online, Google Ads are also another important avenue for FMCG marketing.

3. Use the power of videos to help your brand stand out

Videos have emerged as one of the most consumed forms of content. The massive growth of platforms like YouTube and TikTok are testament to this renewed interest in video content. Because of this, any successful digital strategy for an FMCG brand should include a strong video strategy. One of the main advantages of using videos for your product is the unlimited room for creativity it offers.

For our video campaign for Wonderchef, we broke away from the stereotypical product-centric video formats and instead tried to explore video concepts that could spark a conversation among our audience. One insight that came out was that the kitchen was traditionally considered a 'woman's domain' and a lot of men were unaware of even the basics of cooking. In order to highlight this inequality and to encourage men to take up more responsibilities in the kitchen, we created the 'Dear Man Hold the Pan' campaign. In this video, we asked a number of men in Mumbai basic questions about cooking. Expectedly, most were unable to answer and many gave downright hilariously wrong answers. This video put forth a strong social message in a humorous way and quickly went viral on social media.

 

4. Consistently engage with your audience to encourage brand loyalty

 Traditionally, FMCG advertisements were a one-way interaction, with brands informing consumers about their products over TV commercials, radio spots and print ads. Advertising was done mostly when there was a new product or service to promote. Buying space in traditional media is expensive and only allows for a one-way communication. This is why brands were unable to consistently engage with their consumers.

Digital media is changing all of that permanently. Digital marketing has a clear edge over traditional marketing when it comes to generating user engagement. Digital marketing trends in FMCG products are aimed towards establishing your brand as a constant presence in your consumers’ lives. Through shareable content, helpful information and meaningful interaction, brands can continue to stay relevant at all times. This helps consumers recall your brand at the time of making a purchase decision. Whole Foods, for example, utilised chatbots in their digital marketing strategy to engage consumers and direct them towards completing a purchase.

5. Widen consumer base through Influencer Marketing

 Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. Influencer marketing is also very useful for FMCG brands because consumers are more likely to believe in the credibility of your brand when an influencer whom they trust recommends it to them.

6. Drip email marketing

 A one-size-fits-all marketing campaign is no longer effective for FMCG products. While email marketing in general keeps your consumers updated on latest products and promotions, drip emails in particular are a groundbreaking way to personalize your marketing tactics. Drip emails, also known as automated emails, are a set of emails that are sent to consumers based on a specific set of parameters. For example, there will be one email that is sent to consumers when they first sign up, one that will be sent if consumers add products to their cart but leave without completing the purchase, one that will be sent after a purchase is made and so on.

Via chasenewmedia.com

Drip email campaigns are one of the most effective lead nurturing strategies. These automated mails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. This technique can prove a very effective step in digital marketing for FMCG companies by helping influence the consumer decision making process. Automated emails which are sent when consumers abandon their shopping carts are particularly effective, because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products. Research show that consumers who have purchased your products in the past are more likely to do so again in the future.

 

7. Sell Your Products Online

 While this may sound self-evident, not many FMCG products actually sell their products online. To this day, even if FMCG advertisements are being displayed on digital media, their marketing efforts are aimed at influencing the consumer’s in-store purchase decision. But with the launch of many websites that let you purchase FMCG products online, an increasing number of consumers are beginning to shop online. In this case, even if a consumer has every intention of purchasing your product, they will choose a competitor’s product if yours is unavailable online. FMCG brands can choose to sell products through Amazon and Facebook or similar sites to increase sales.

 

Selling products online also gives you the advantage of being able to reach consumers beyond a limited geographical location. For example, a local makeup brand can start selling their products nationally by making it available online. This ultimately increases the consumer base for FMCG products, a key factor in eventually increasing sales. With a few simple steps, selling online through Amazon and other sites is a very easy way for FMCG brands to increase their online presence. For example, Raaga Professionals, a personal care brand, sells their products through Nykaa. In this way, their content marketing through blogs can direct consumers to a clear point of purchase.

8. Run campaigns in regional languages

 For most FMCG brands, tier 2 and tier 3 cities offer the next big avenue for growth. At the same time, most consumers in these areas are becoming more digitally connected. While the number of English-speaking users online has more or less peaked, regional language users are only going to grow from here. This has been facilitated in a huge part by the dual penetration of mobile phones and internet connectivity in India’s smaller towns. A study conducted by Google and KPMG estimates that the number of non-English speakers using the internet will grow by around 18 percent annually. Additionally, 99 percent of these users will access the internet primarily through their mobile phone. For FMCG brands, this offers a huge opportunity to leverage digital marketing to attract this new wave of consumers. The growth of regional content online will be one of the key factors that can influence FMCG sales in tier 2 and tier 3 cities.

 FMCG Digital Marketing Case Study: Cavin’s Milkshake

 Cavin’s Milkshake is one of the top-selling dairy-based drinks sold by the parent company CavinKare. These milkshakes are sold in single-serving sized tetra paks, and are known for their delicious flavour variants and high adherence to quality standards. Cavin’s is also one of the best examples for a well-thought out digital marketing strategy. Through the use of creative and engaging posts over social platforms like Instagram and Facebook, Cavin’s was able to successfully utilize social media for their brand building efforts.

Facebook Posts

Cavin’s Milkshake maintains an active Facebook profile, with funny, creative posts that attract a large number of comments and shares. They also have a very large, vibrant community on Facebook who actively engage with the brand by writing positive reviews on their page and interacting with their posts.

Cavin’s Milkshake is a staple in most school canteens and the product brings back a flood of nostalgic school memories. The #JustHighSchoolThings campaign for Cavin’s stuck to the same theme, by associating the brand with school memories most people have in common. The campaign showcased the most common characters most of us were familiar with in school such as ‘The Geek’ and ‘Cutest Couple’ through Cavin’s Milkshakes. These posts were very popular throughout social media, garnering a high reach and number of audience reactions. What is most noteworthy about these posts is that they have performed well organically, proving that excellent content is the most important aspect of digital marketing for FMCG companies

Instagram Posts

Cavin’s Milkshake utilized Instagram extensively for brand-building. Through the use of striking visuals, their posts on Instagram were able to generate high levels of engagement from their followers. Their Instagram posts involved the clever use of popular memes, special events and engaging artwork tied in with their products. In this way, digital marketing for FMCG companies can help keep brands relevant by immediately cashing in on the latest trending topics.

Instagram was also an important channel for Cavin’s to rope in their followers and build a strong community. With the hashtag #Cavin’sSuperstar, each month, Cavin’s Milkshake showcased one of their followers and asked them a few fun questions about their love affair with Cavin’s. This was an excellent social engagement technique to foster brand loyalty and encourage participation.

Influencer Marketing

Cavin’s Milkshake was able to successfully utilize influencer marketing to reach moms who would ultimately purchase the product for their children. One of the key influencers roped in for Cavin’swas RichaChoudhary who runs the blog All That’s Mom. As part of the influencer marketing campaign, RichaChoudhary wrote a blog post on Cavin’s Milkshake, along with 2 social media posts on Facebook, Instagram and Twitter, plus a short video for Cavin’s. These posts performed extremely well on the blog as well as on social media. Through the innovative use of Cavin’s Milkshake in recipes as well as her posts on how much her child loved Cavin’s Milkshake, the product developed a positive brand perception from her huge follower base.

Apart from macro-influencers, Cavin’ Milkshake also worked with a number of micro-influencers on Instagram. These micro-influencers put up a number of posts where they talked about their positive experiences with the brand, used it in recipes and recommended it to their followers.

Through the innovative use of various social media platforms, Cavin’s Milkshake was able to build their brand identity and reach out to their consumers.

Developing a Cross-Channel Marketing Mix

 The perfect marketing mix for FMCG advertisements involves a customized combination of digital and traditional media. Developing this unique mix requires a deep understanding of your consumers. Consumers often use their phones and laptops in tandem with other forms of media. For example, they might be browsing on their laptop while watching TV or checking their phone while listening to the radio in their car. This is why digital marketing for FMCG companies also need to develop strategies that effectively blend both these channels. With campaigns and FMCG advertisements that are spread over multiple platforms, brands can develop consumer awareness and influence purchase decisions.

If you are looking for the best digital marketing agency in Mumbai and best digital marketing agency in Bangalore and Chennai, reach out to us and grow your business.

 

 


Featured Snippet: How to ace the coveted Answer Box on Google

  • Administrator
  • |
  • 3 April , 2019
  • |
    • 7 min read

If you’re trying to successfully drive traffic to your website’s blog page, getting to the top of Google’s search results is your biggest task. However, if you thought ranking at the number one position was the ultimate goal, you now have a new contender – the Google Answer Box or Featured Snippet.

What is the Google Answer Box?

Google introduced its new Answer Box feature in 2015. Referred to as the Google Answer Box or Rank 0 or Featured Snippet, this feature is a box you see above all search queries on Google. The Answer Box provides users with quick and easy answers or “snippets” of information. These answers are selected from content that ranks on page one,  but not necessarily Position One.

Google Answer Boxes are not only convenient for users who are looking for answers, but it is also an excellent opportunity for brands to gain more page visitors, as Google Answer Boxes get a 2x higher click-through rate and steal most of the organic traffic on the internet.

Before we dive into a few more details, here’s a quick video on the benefits of Google Answer Boxes and how you can rank for them.

Types of Google Answer Boxes

Before we get into how you can optimise your content to get a Google Answer Box, let’s take a look at the four different kinds of Featured Snippets.

  • Paragraphs – These are the most common type of Featured Snippets. Here, answers to a particular search query will appear in the form of a paragraph. The answer to the query might be longer in the source page, but the Google Answer Box will display a small, quick response that works.

Optimising content for Paragraph Featured Snippet

Paragraph Featured Snippets will only include a short section of your content – around 40 to 50 words, so be sure to provide your answer within that limit. To maximise your chances of getting a Paragraph Featured Snippet, use the query as the title and then answer the query directly below, as seen in the example.

  • Lists – These Featured Snippets will be either in the form of a numbered list or a bulleted one.

Numbered Featured Snippets appear for content that explains a step-by-step process. For example, a recipe or DIY project.

Bulleted Featured Snippets, on the other hand, will display content in a bulleted list where the order of the information doesn’t matter.

Optimising content for List Featured Snippets

To optimise your content for a Numbered or Bulleted List Featured Snippet, you need to ensure that your content is formatted in the form of bullet points. Like in the case of a Paragraph Featured Snippet, you can maximise your chances of getting picked up by having the query as your main title and answering it directly below, this time as a list. Another way to optimise your content is by outlining steps in your blog post, and using each step as a heading.

  • Tables – Table Featured Snippets are great for showing a collection of data. You don’t necessarily have to format your information in the form of a table as Google will do it for you.

Optimising content for Table Featured Snippets

Start by doing the work for Google – put your information in a table. Not only will this make your website’s visitors happy to get all the information they need at a glance, but it also makes it easier for Google to find your content. Finally, start with an appropriate heading followed by your table of data.

  • Video – Of late, a lot of videos have been showing up in the coveted “Position Zero” spot. Googles chooses videos to help answer a number of “how to” queries, highlighting a few seconds of a clip in a particular video that will best answer the searcher’s query. You can see the highlighted clip (the blue bar) in the image below:

For further information on how to get your videos to rank, head over to our in-depth article on YouTube SEO Tips: The Secret Sauce to Ranking Videos in 2019.

How to further optimise your content?

Now that you know the basics of optimising your content for the different types of Featured Snippets, let’s delve a little deeper into a few more best practices you can adopt for your content to get its own Google Answer Box.

Be clear and concise

The first rule of getting a Featured Snippet is ensuring your content answers specific queries. More often than not, when a user types in a query, it is in the form of implicit or explicit questions and long phrases.  Structuring your content to answer these questions and phrases effectively is how to rank in Position 0.

For example, if the query you wish to get a Google Answer Box for is “Best residential localities in Coimbatore” try and match it as closely as possible to that keyword so that you have the chance to appear as a Featured Snippet. Additionally, make sure your answer is precise and that you stay within the prescribed word limit of 40 to 50 words (a maximum of 100 words) or 3 to 4 sentences. If you’re looking for more information to rank higher in the search results, take a look at our blog on must know Google Search tips and tricks.

Target queries that already have a Google Answer Box

Efficient and effective keyword research is the cornerstone to any great piece of content. Creating content without adequate keyword research is like shooting an arrow in the dark – you stand very little chance of ranking in Google’s SERPs.

Before you begin writing content for a Google Answer Box, start your keyword research by looking for question-type queries – those that begin with what, why or how, as well as long-tail queries with no question words. The aim here is to include a seed keyword with as many long-tail keywords as you can in your article. This way, you can create well-written long-form content that answers multiple related questions in a clear and cohesive manner.

To intensify your keyword research, there are a number of tools at your disposal, namely Moz’ Keyword Explorer, Answer The Public or Ahrefs. These tools will be able to throw up more results related to your search query helping your broaden your search for keywords that trigger a Google Answer Box.

You can also browse through Google's own "People also ask" section to further research your topic or selected keyword. These related questions can offer massive insights into what Google considers related topics to your own. You can also check out our blog on On-page and Off-page SEO Tips for 2019 for more information.

Very often, many of Google’s Answer Boxes are filled with content that doesn’t fully answer user queries. Target such examples and ensure your content is better aligned to what users are looking for. If your competition has a Google Answer Box for a particular keyword, read through the content and analyse if you can create similar content or can modify your own existing content to better respond to the search query. This increases your chances of getting your own Answer Box and staying in Position 0 for much longer.

Optimise your UX for better crawlability

Getting a Featured Snippet isn’t just about the quality of your content. You can also improve the design and experience you provide your visitors. Not only do phenomenal UI and UX play critical roles signal Google to rank your website higher, but also heighten your chances of holding on to your Featured Snippet.

Constantly monitor and track progress

Once you’ve achieved your Featured Snippet, work does not end. Answer Box results can change in mere seconds, so the onus is on you to constantly track your progress – for how long you have managed to sustain your Position 0 or if you have slipped down the rankings. Try different things like opting for a table or a list instead of giving information in the form of a paragraph, or answering queries that appear in Google’s related search queries. Including high-resolution images with the right captions and tags and structuring your content with appropriate headings and sub-headings in H2 and H3 tags are also a few ways to help you improve your content and the user experience you provide.

Optimise for Voice

The final point to keep in mind is optimising your content for voice search. India is seeing a 270% year-on-year growth in voice searches, as revealed in the 2017 Google India ‘Year in Search’ Report. As marketers, it becomes imperative for you to action change and leverage the power of Voice Search marketing to tap into India’s next billion users. A vast majority of them will be accessing the internet from Tier II and Tier III cities and Voice Search is a more convenient option than typed queries, particularly because they will be engaging in vernacular languages.

Additionally, Voice Search queries are very often picked up from Featured Snippets, particularly by smart speakers like Alexa and Google Home. Brands will need to constantly update and optimise their content to stay in Position Zero to feature prominently for Voice Search queries. You can also check out our detailed video on Voice Search Marketing for more information.

With these tips in hand, you’re now ready to win your own Google Answer Box! Remember to implement all of these strategies as Google’s Answer Box feature is in a constant state of flux, with rankings and results changing overnight. Keeping yourself up-to-date with the latest trends in digital marketing, will enable you to rank higher, achieve a Featured snippet and sustain it for an extended period of time. Before you go, take a look at our informative video that further explains how to optimise your content for a Google Answer Box.


YouTube SEO tips: The Secret Sauce to Ranking Your Videos in 2019

  • Nandita Raman
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  • 12 March , 2019
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    • < 1 min read

There are currently around 225 million active Indian users on YouTube, with this number expected to increase to 500 million by 2020. Interestingly, this platform’s popularity spans across age groups, languages and regions. 60 percent of videos are watched by audiences outside the top 6 cities in India. Brands are also increasingly switching to YouTube ads from traditional media

SEO in 2019 and beyond requires us to rethink our very concept of search engines in order to rank for them. Google might be the undisputed king in this realm, but YouTube closely follows as the second largest search engine in the world. To grow your organic traffic, marketers cannot afford to ignore YouTube SEO.

Our comprehensive YouTube SEO guide covers eight helpful YouTube SEO tips that you can start implementing immediately!

Read more:

 

 

 


The most definitive guide to Voice Search Marketing

  • Rohit Uttamchandani
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  • 19 September , 2018
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    • 6 min read

Did you know that 28% of search queries in India are already done by voice? And that by 2020, 50% of all global searches will be voice searches? In fact, India is seeing 270% year on year growth in voice searches, as revealed in the recent Google for India event.

The rapid adoption of personal assistants - Alexa, Siri, Google Assistant and Cortana - is changing the way consumers search the internet. Voice search is fast becoming the preferred mode for people to interact with their connected devices. The Mary Meeker 2018 Global Internet Report also noted the advancements made in voice technology and its growing adoption. 

So how do we as marketers adapt to this change? Well, that's what this article is all about!

We'll talk about the growth of voice search, what it means for you as marketers and how you can use it to drive awareness, engagement and sales for your brand.



Well, to start with…

Why is voice search so important?

The traditional screen interface is losing out to voice

Over the last decade, laptop and mobile screens have been the primary ways users have interacted with the internet. However, with the advent and growth of voice assistants, particularly smart speakers like Google Home and Amazon Echo, this is changing.. and changing fast!

The interaction has now started happening through voice, with smart speakers, without using a screen in most cases.

As marketers, we have spent years optimizing for screen User Interfaces and screen User Experiences but when there is no screen anymore, then these aspects become obsolete. The focus is now shifting to building conversational User Interfaces and screen User Experiences, which we will talk about later in this article.

For new internet audiences, voice is the preferred mode of input

The second thing which makes voice so important is the ability to reach new audiences.

Think about it - the next wave of India's Internet growth - the next billion or so internet users - are going to be largely from smaller cities and towns. For most of them, voice is a much easier and effortless way to interact as compared to typing on a small screen device. While there are indic keyboards to help these new users, voice is also a natural way to ask a question or query. Google is seeing a 270% year-on-year growth in voice queries in India. As a marketer, voice is your gateway to reach them.

Great, so now that we've seen why voice is important, how do we leverage it?

How you can make voice a part of your marketing strategy:

1. Relook at your keyword strategy:

Almost all the keyword research that we do today is based on keywords that are typed into a search box.

However, the queries that people type in are drastically different from queries that people ask a personal assistant.

Think about it - let’s say you wanted to know who the CEO of Google is. If you're using a laptop, you would just head to Google and type "Microsoft CEO".

If you're using a personal assistant like Siri or Alexa, you would ask "Who is the CEO of Microsoft".

The first query was two worlds long while the second one was 6 words long!

Voice queries are almost always conversational, tend to contain questions and tend to be much longer. The average query length on desktop is 1 to 3 words, while voice is 7 to 8 words.

In fact, Moz pulled out data for query length for Cortana searches and compared that with the query length for general text searches. This is what they found:

 

This changes the way we as marketers should approach our keyword strategy. Brands will need to start optimizing for longer voice-based queries, as compared to shorter keywords that are more used with traditional typed search.

2. Optimise for the Answer Box:

For those of you who use voice assistants frequently, where do you think the assistant pulls up most of its answers from? Well, most of it comes from something called an answer box.

Let me give you an example. Let's say you ask - "Hey Google, what are the top marketing blogs in India?"

Google gives you this answer:

 

Your browser doesn’t support HTML5 audio

You can see that the assistant credited the brand site here, from which it pulled out the answer.

Now, type in the same query into a Google search box and you will find that the assistant actually read out the answer from the first search result:

 

This is the answer box, also called a featured snippet or "position zero". To ensure your brand gets featured in answers to relevant voice queries, start building and optimizing content for the answer box.

Here’s a great guide from Moz on how to optimize for featured snippets.

3. Prioritize Local SEO:

A good percentage of voice searches are for local queries. For example, "What are the best Chinese restaurants around me" or "Where is the nearest coffee shop?"

Owing to this, optimizing for voice search becomes all the more imperative for businesses with a local physical presence. Ensure your local SEO strategy takes into account location-specific conversational based queries.

Here is a useful article on how to capitalize on voice search for Local SEO.

4. Leveraging Google Home Actions and Alexa Skills

The smart speaker market, led by Amazon Echo and Google Home is projected to reach 225 million installed devices by 2020.

Currently, there’s no way to run sponsored ads on Amazon Echo or Google Home, though I personally feel this will roll out at some point in the near future. However, as marketers, you can use Alexa Skills and Google Home Actions to drive audience engagement, product use and even a new point-of-sale.

Quite a few brands have already started doing this. Just search for Alexa skills in India and you will find all the skills that are currently available.

 

Brands like ClearTrip, UrbanClap, Byju's and FreshMenu have been early movers here and are already using this to engage their audiences in different ways:

 

 

 

 

In the US, Tide has a very useful stain remover skill, with step-by-step voice instructions on how to remove over 200 types of stains - a great example of digital marketing for FMCG brands tailored for voice.

 

Another example of a brand using Alexa Skills really well is Nestle Purina, which helps you find the best canine companion for you, based on your lifestyle.

 

 

5. Build a conversational UI and UX

As the interface to interact with the internet moves from screen to voice, brands must start focusing on building more conversational user interfaces and experiences, modelled on natural human conversation. To start with, this could be as simple as adding voice functionality to the search bar on your website, which can now be done fairly easily by using the Google Web Speech API. Chatbots are another example of a conversational user interface

Voice is here to stay

Voice is one of the biggest trends in digital marketing in India at the moment. As marketers, the faster you begin adapting to it the better.

So, which of the points that we have just talked about are you going to act immediately? Are you going to relook at your keyword strategy? Are you going to optimize for position "0"? Or are you going to try building Alexa skills? We look forward to hearing from you in the comments below!


Accelerated Mobile Pages (AMP): Everything you need to know

  • Rhea
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  • 25 June , 2018
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    • 6 min read

With almost 80% of search queries coming from mobile platforms, Google has been implementing new ways to make the mobile search experience more streamlined and convenient for its users. One of the most drastic moves to facilitate this was the introduction of Accelerated Mobile Pages (AMP).

On an average, pages take longer to load on mobile than they do on the desktop. This is especially significant in the Indian context as Indians have the highest amount of data consumption in the world and access the internet primarily through their phones. If brands want to engage India’s next billion internet users, implementation of AMP will become one of the most crucial differentiators.

How do Accelerated Mobile Pages work?

Unlike its direct competitor (Facebook Instant Articles), AMP is an open-source framework which is very easy to access. A page can be AMP-enabled by modifying the website’s HTML code with certain specified tags or by implementing a specialised JavaScript framework. But even if you don’t have any experience with coding, you can still implement AMP if you use a CMS platform like WordPress. Just by installing a Google AMP WordPress plugin which is easily available, you can make your page AMP-optimised and help it load faster.

AMP for better Blog UX

Google initially launched AMP for static content-heavy sites such as blogs. Since an AMP page is a stripped down version of the original version, it improves readability for the user. Implementing AMP on blog pages can have several benefits for the reader and the site owner.

Why should brands use AMP for a content heavy website?

  • Lower bounce rate & better time on site

According to a study by Kissmetrics on How Loading Time Affects Your Bottom Line, loading time is one of the biggest factors contributing to bounce rate. Over 40% of those surveyed said they would leave a page if it took longer than 3 seconds to load. A study by Tractus looked into the effects just a 1-second delay in page load time can have on several key metrics. They found that bounce rates increased by 8.3% and page views decreased by 9.4%. This clearly shows that for a successful blog, you need more than just great content. You need an optimised page that improver a reader’s overall experience.

Implementing AMP on blog pages can be one of the most important ways to help your website perform better. When a page loads almost immediately, users are less likely to abandon the page. They are also more likely to explore your site further and click on other links within it. Below is a quick glimpse of one of our blogs, where you can see significant improvement in terms of time on site – just because of the AMP blog page.

  • Better mobile SEO rankings

When a website implements AMP, they are very likely to see an increase in page speed, page visits, dwell time and a reduction in overall bounce rates. Incidentally, these are also some of the main factors Google takes into consideration when ranking a page. In addition, ever since Google’s algorithm started prioritising mobile-optimised pages, the implementation of AMP could further help improve your website’s SEO.

Implementing AMP will also help your website gain more visibility. AMP-enabled pages have a lightning icon next to them which helps them stand out from the other results displayed. Users are also likely to seek out pages with this icon, knowing that it will load faster. All of these factors can help a website rank high on a search results page.

  • Tracking is made easier

For content marketers, analytics is one of the best tools to understand user behaviour, what kind of content is working and where traffic is coming from. Tracking AMP pages is very easy as there are analytical tools available to help you track page visits, link clicks, conversions and more on AMP versions of your pages.

AMP for Landing Pages to get better Conversion Rates

Page load speed is a critical factor in improving a user’s experience, especially when you are trying to drive conversions. Understanding the importance of this, Google launched AMP for landing pages. Brands can significantly improve the performance of their landing pages by implementing AMP.

Advantages brands can gain through AMP-enabled landing pages

  • Higher conversion percentage

If you run an e-commerce site or any other online business, leads or sales are most likely your number one priority. But if your website doesn’t load quickly, then you could be losing out on valuable customers. The same study by Tractus found that 30% of shoppers who have a bad experience with an online shopping website say that they will never visit that site again and that they will not wait more than 2 seconds for a website to load. So if you want to improve the quality of leads generated via digital, optimising your page speed is crucial.

Implementing AMP could be one of the best measures to create a landing page that converts. There has been shown to be a direct correlation between page load time and the number of conversions. If a page loads quickly and the customer is satisfied with their experience on it, they are much more likely to purchase a product or complete any other call to action.

  • Greater monetisation from ads

If one of the main goals of your website is to monetise through ads, then implementing AMP could help you achieve this. This is primarily due to the difference in the way ads are showcased on an AMP-enabled page as compared to a regular page. Since implementing AMP trims all the unnecessary elements of your page and streamlines it, ads are displayed more prominently and with fewer distractions. This can increase the number of clicks on an ad displayed.

Case Study: How AMP landing pages for India Home Healthcare produced 33% lower CPL than other pages

Background: India Home Health Care (IHHC) is a leading provider of home nursing and other healthcare services. They work in partnership with BAYADA Home Health Care to provide patients with registered nurses, visiting doctors, physical therapists and more from the comfort of their home.

Goal: India Home Health Care (IHHC) wanted to generate a higher number and quality of leads at a lower cost-per-lead (CPL).

Strategy: In order to achieve higher leads for IHHC, we decided to implement AMP for their landing pages. Since a majority of the leads for IHHC came through mobile, enabling AMP would have a strong impact. Google ads targeted towards potential clients redirected them towards an AMP-implemented landing page. As this would significantly reduce the load-time of these pages, we predicted that it could generate higher leads for IHHC.

Results: The implementation of AMP led to a higher number of leads generated as compared to any other pages on the site. The two most important results from this were:

  • As the page loading time dropped, there was greater engagement on the page, which led to a 20% increase in leads generated.
  • The implementation of AMP on landing pages also led to a 33% decrease in cost-per-lead (CPL).

As the number of mobile internet users in India and around the world continues to grow, making pages more mobile-friendly will become one of the biggest objectives for brands. Implementing AMP could be one of the most effective ways for brands to become more discoverable and ultimately, gain higher conversions, whether you are a real estate giant or a leading FMCG company. So do try it out and let us know the results you get!


5 Ways Google’s Neighbourly App will impact digital marketing in India

  • Rohit Uttamchandani
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  • 9 June , 2018
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    • 3 min read

Google announced the beta launch of its Neighbourly app last week. Neighbourly is a location-based app that connects you to people in your neighbourhood and helps you find the most up-to-date, relevant, and credible answers to your questions about the locality.

For example, if you want to know if there is a good, affordable math private tuition centre in the vicinity, people in your neighbourhood can help you find one. Likewise, if you’re looking for a reliable electrician near you or a place where you can quickly get a print-out, the app is designed to help you.

So, how is the launch of the Neighbourly app going to impact the digital marketing landscape in India? Here are five key points:

India’s internet population growth will accelerate

The Neighbourly app has been launched by Google, as part of their Next Billion Users (NBU) project.

India’s internet population stood at 481 million in Dec 2017. With the population at about 1.4 billion, there are still nearly a billion Indian's yet to access the internet! It is these billion users that Google is going after with their NBU initiatives like Google Station (providing free WIFi to 400 railway stations across India) and now, the Neighbourly app.

These initiatives will accelerate the pace at which the next billion users come online and will rapidly increase the reach for digital marketing.

If you are looking for the best ways to reach the next billion users, here’s a deck that will help you:

The focus is on vernacular content

The Neighbourly app works in English, Hindi, Marathi and six other Indian languages. This is in line with Google’s recent push on vernacular language content and advertising.

Out of the next billion users yet to access the internet in India, over 90% of them are not proficient in English. That will bring about 900 million people online who will want to access the internet and consume content in their vernacular language.

If you want to succeed with your digital marketing efforts going forward, you must include vernacular language content and advertising as part of your strategy. Here’s an interesting case study of how a multilingual approach got us 90% growth in leads

Global companies are adopting an India-first approach

Google CEO, Sundar Pichai, has said in an interview to The Economic Times in 2017 that “Over time you will see more global products that are developed in India first.”

India’s diversity in terms of languages, regions, traditions and social strata, combined with the fact that less than half of its 1.3 billion-plus population is using the internet, makes it a great testing ground for new internet apps and products, for large global companies like Google.

Neighbourly is not the first app or initiative which Google has built with an India-first approach. Payments app Tez, two-wheeler navigation on Google Maps and missed calls in Google Adwords are other initiatives where Google has earlier adopted an India-first approach.

Going forward, we could see a lot more global companies using India as a launch pad for their tech and internet products

Google will become more data-rich

One of the key reasons why Google is building apps like Neighbourly is to capture user data. With apps like Neighbourly, Google can capture a lot of hyperlocal user data from millions of users. Moreover, with the growth of voice search, we are hoping the same will be integrated with the Neighbourly App, leading the next billion internet users in India to have a seamless experience. This data is invaluable and can be used not just for extensive research but also to enhance ad targeting capabilities. Which brings us to the next point.

Google Adwords will become much more powerful

Google Adwords has been constantly enhancing its targeting capabilities to make the platform more powerful for advertisers. Some of the more recent additions have been the inclusion of custom intent audiences and life events targeting. All these improvements become possible only when Google knows more and more about each individual. As Google becomes more data-rich with its various NBU initiatives, Adwords will become a much more potent tool for digital marketers.

It’s important to keep an eye out for these feature enhancements and test them as soon as they come in to stay on top of the game.

What are the other ways you think Google’s next billion users project could impact digital marketing in India? Do let us know in the comments below.

 

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The ultimate guide to digital marketing for the financial industry

  • Ayesha Rafeeq
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  • 20 April , 2018
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    • 9 min read

Whether it is opening a bank account or investing in a mutual fund, most users first move is to "Google it." In fact, according to Google's Year in Search report, there has been more than 61% growth in personal loan queries and 72% growth in mutual fund queries. This statistic shows the growing need for the finance industry to adopt digital marketing.  Here is a complete guide on digital marketing for finance, one that will help you understand the benefits and ways you can use it along with case studies and best practices.

Digital Marketing for finance - the benefits

To widen their clientele

With over 470 million active users on the Internet, India is the world’s second-biggest online community. The figures are estimated to increase to a whopping 635 million by the end of 2021. These stunning statistics are proof that digital marketing for the financial industry is a guaranteed way to reach a large percentage of the Indian population and convert them to loyal customers.

To evaluate their services

The dynamic medium of the Internet is a two-way street. Apart from providing financial sectors with an excellent platform to market their brand and feature their products, the online space also offers the benefit of evaluating your services and seeing what works. You will also have complete access to analytics and other such statistical data to track the performance of your digital campaigns.

To receive instant feedback

Customer satisfaction is of vital importance in the finance sector. Ensuring your consumers are happy and satisfied with your services is what drives the banking sector and digital marketing for the finance industry offers just that. From online posts to discussion forums, you will get a closer insight into what your customers are looking for in your products and how you can improvise your services for better consumer delight.

To cut down on marketing costs

There is no doubt that marketing your brand on the digital space costs much lesser than traditional advertising and branding. Apart from comparatively lesser costing, financial organisations will also get a better reach and can target their audience more effectively. Banks and other financial institutes can take complete advantage of this cost-effective technique and have resorted to digital marketing for the financial industry as their branding strategy.

Top ways of leveraging digital marketing for the finance industry

Now that we know the importance of digital marketing for the finance industry. Let's take a look at ways the finance industry can use digital marketing to reach a wide audience and create a powerful brand online.

Digitise your brand

Banks and other organisations in the financial sector can leverage digital marketing for the financial sector as their branding strategy by working neck-and-neck with a digital agency. These agencies, such as Social Beat, provide end-to-end digital solutions from social media posts that go viral to top-notch website content that will rank you in the first page of Google.

Create an engaging app

There are an estimated 300 million smartphone users in India and this statistic is expected to reach a mind-boggling 2.3 billion by the end of 2022. With such a large percentage of the Indian population relying on apps for their daily chores, it is time you dive into the digital space with a high-end app, designed to cater to every need of your customers.

Whether you are a leading bank or a financial data aggregator, investing in a good app is a guaranteed way to take your business to towering heights. In today’s day and age, people like to be on the move even while making financial plans or surfing the internet for research. Apart from merely searching for information, most money transfers and other financial transactions also happen over the phone. With a user-friendly app, all your services and programs will be available at the click of a button which will lead to higher lead conversions and, ultimately, customer satisfaction.

You can also explore the concept of Progressive web apps for your company. This phenomenon is one of the top digital marketing trends in 2018 and is guaranteed to change the outlook of your financial organisation.

Go social

Financial institutes can increase the exposure of the organization by tapping on the reach of social media marketing. India is leading the online community with 241 million active users on Facebook. This only means that a large number of potential customers are currently scrolling through their social feeds and there is a possibility that a lump sum of this audience is in the lookout of a reliable and reputed financial partner.  With relatable social media posts, and engaging videos, financial organisations can easily use content to engage with their target audience and widen their consumer database. You can also track the performance of your posts through advanced social media analytics tools and strategize accordingly. For more insights on digital marketing for the financial industry, check out our blog on the Facebook marketing trends of 2017.

FundsIndia is India’s biggest online investment platform with over 1 million consumers. In one of their most recent Facebook campaigns, on investing in mutual funds, they targeted the women of India with a quirky creative and copy.

Additionally, they also used a humorous vox-pop video to understand peoples' spending and saving habits. This video helped FundsIndia with their brand awareness and reach.

Get ranked

In today’s day and age, the first thing which pops up in a consumer’s mind while looking for a particular service or product is to perform a mobile search. If you are considering digital marketing for the finance industry, one of your first steps should be to ensure you rank on Google. Focusing on optimal search engine optimization will drive a higher traffic to your website which, in turn, will lead to higher lead conversions.

You can start by ensuring your organisation is featured on Google local listings to increase the footfall to your outlets. You can also get showcased on Google My Business listings to give potential customers a brief insight of your organisation. Apart from Google listings, it is also a good idea to leverage the power of content marketing to get ranked. You can promote your services and packages with engaging blogs and other posts that have the potential to both ranks on Google and go viral on social media. However, make sure you explore all content amplification strategies to promote your content. It is also vital to incorporate all the keywords and trending topics in your blog posts for better results.

Step up your ad game

Facebook and Google ads have taken the world of digital advertising by storm. From website conversion ads to carousel and lead ads, banks can opt for an array of advertising techniques to drive enquiries and quality leads. You can also market your brand with a creative combination of videos, images and copy to attract your target group. Facebook is the best bet when it comes to online advertising as you can opt for detailed targeting based on age, geographic location, content consumption, online behaviour and many other such demographics. You can also target the users who have previously clicked on your ad or recently visited your website for leads of premium quality.

A Google ad is the other “non-social” type of ad financial organisations can invest in to widen their clientele. These ads show up in Google when potential customers type in the relevant keywords in search of a renowned banking institute.

Engage your audience with drip marketing

Email marketing is the most traditional and effective type of online branding, especially when it comes to digital marketing for the financial industry. With the beginning of 2018, this trend has been upgraded with an improvised version of customized emails. Reaching out to your potential consumers with personalized emails featuring the various offers and packages provided by your organization is a guaranteed way of increasing lead conversions. For example, if a user has logged into your website and shown interest in your services by subscribing to your newsletter, you can nurture the lead with regular notifications and offers provided by your firm to attract them further. According to a recent survey, drip email marketing provides a 119% click-through rate on authentic emails.

Apart from lead nurturing, drip emailers are also effective triggers to close incomplete transactions. For example, if a user had clicked on one of your financial programs or was in the middle of a transaction but could not complete the task, your digital team can target them with follow-up emails as gentle reminders. The emails can be customized as per the demographics of the user, with an effective call-to-action to close the deal in a single click. Featured below is one of the creative used in a drip emailer for one of our top clients – Kotak Asset Management who have engaged in digital marketing for the finance industry.

Leverage word-of-mouth marketing

Influencer marketing is one of the top digital marketing trends of 2017 and is expected to continue its reign in 2018. There is a personal element of trust and assurance when customers choose their financial partners based on the advice and suggestions of a commoner and that is exactly the type of branding influencer marketing has to offer. Influencers upload engaging posts and modest reviews in the form of blogs, videos and pictures which has the potential to instantly attract viewers and convert them to consumers. Influencer marketing is one of the main pillars of digital marketing for the finance industry and is definitely something you should leverage for your organisation.

Speaking about digital marketing for finance, follow our YouTube channel Paisa Pujari for insights on how to control your finances. Here's a video on the smart use of credit cards, to get you started:

Financial organisations and digital marketing – A case study

The potential of going social - Bank of Baroda

Bank of Baroda is one of the first public banking organizations to have resorted to digital marketing for the financial industry. Their marketing team focused on creating a premium presence on the online space rather than giving plain emphasis on the number of followers. Each of their campaigns had a specific objective from promotional content to lead generation. One of their most commendable campaigns was that of “One in a leap”. In this campaign, the bank put up a post on Facebook asking their customers to tag the one person who is a role model in their lives. The post was put up on the 29th of February during the leap year of 2016. The hashtag #OneInALeap was trending for a good six hours along with the hot topic of the day – the Indian Union Budget 2016.

Powerful story telling - ICICI Bank

Being one of the leading banks in the nation, ICICI tapped the Indian female population with the #FundYourOwnGrowth campaign. The campaign focused on encouraging women to invest in themselves and not be tied down by the shackles of the society. Women around the subcontinent could enroll in the Fund Your Own Growth program and open a woman’s account to enjoy a plethora of irresistible offers and benefits. A lot of online traffic was driven to their website which showcased the program details, advantages of opening a woman’s account and a series of inspirational stories of real women and their struggles against poverty. Through this campaign, the bank took the angle of empowering women to sell a financial product. The campaign also included a 2-minute video ad featuring top Indian actress Konkana Sen Sharma which was splashed on all major digital video platforms, including Youtube.

The magic of Google ads - BijliPay

Apart from banks and leading monetary institutes, B2B organisations that cater to the technologies involved in the financial sector are also focusing on digital marketing for the financial industry. BijliPay, one of India’s top end-to-end providers of payment solutions, collaborated with Social Beat to up their digital game and gain quality leads from the online space.

When the Rs 1000 and Rs 500 notes were demonetized in the end of 2016, a lot of businesses realized the need to go digital in order to survive in the market. Understanding this demand, BijliPay used Google to advertise their mPOS devices (card swiping machines). The primary objective of the campaigns was to acquire more customers in the wake of Demonetisation. In order to achieve our targets, we performed AB testing for different landing pages and altered the copies of various search campaigns based on what was performing well. Our ground-breaking campaigns landed 3,569 lead conversions with a cost per conversion of just Rs 285.

Amplified reach through YouTube masthead ads - Sundaram Mutual

With an average of 225 million active Indian users through mobile every month, YouTube is the world’s favourite search engine for videos, emerging as a game-changer in every brand’s marketing strategy. Keeping this in mind, we partnered with Sundaram Mutual Fund to leverage the reach and branding of YouTube Masthead ads while introducing a new fund offer. Masthead ads are primarily used by brands to create a buzz about a product or service and reach out to consumers in a wide range of demographics. They are displayed on the homepage of YouTube and charged on a daily basis. The open-ended equity scheme offered by Sundaram Mutual Fund was advertised in a short 20-second Masthead ad on YouTube, and the results were phenomenal.

The primary objective of the campaign was to increase awareness about the brand, drive traffic to their page and increase the number of subscribers with the introduction of the new fund offer. The 20-second Masthead ad spiked the number of subscribers on Sundaram Mutual Fund’s YouTube page from a mere 363 to a whopping 56K in just a matter of 24 hours.

 

With such astounding statistics and mind-boggling figures, there is no doubt that digital marketing for the finance industry is an emerging trend which is here to stay. It is time you leverage the power of digital and secure the future of your financial organisation.


7 reasons why you need to use Quora in your digital marketing strategy

  • Rhea
  • |
  • 21 December , 2017
  • |
    • 4 min read

At first glance, Quora doesn’t seem like it would be an important tool for a marketer. However, underestimating the value of Quora can be one of the worst mistakes you can make for your brand. Quora has 1.5 million visitors every month. That’s 1.5 million visitors who have the potential to discover your brand and become prospective leads. This is why one of the biggest digital marketing trends of recent times has been the growing focus on Quora. Quora has a distinct edge over other question and answer forums because of its highly monitored content. User profiles are strictly verified and content is routinely checked for quality. Building your brand’s presence on Quora can help increase awareness of your brand, increase traffic to your site and even generate leads. Here are seven crucial reasons why your brand needs to make use of Quora in its overall marketing strategy.

1. It Helps Your Consumers Find and Learn About Your Brand

The biggest advantage Quora offers is that it is made up of a large community built on trust and whose members rely on each other for information. When you provide informative answers to questions users pose, you’re automatically increasing the credibility of your brand. Quora allows you to engage in meaningful conversations with your target audience and establish your brand as an expert in your field.

However, it’s important that you never attempt to oversell your brand on Quora. The community on Quora is distrustful of marketers and hates self-promotional material. When you’re marketing your brand on Quora, ‘less is more’ is a strategy that always works. Instead of speaking about your brand in great detail, focus instead on providing informative answers to the questions being asked. This will gradually build your brand credibility and bring users organically to your site.

2. It Can Improve Your Search Result Rankings

Google search results often include Quora posts among its highest ranking sites. This makes Quora a powerful SEO tool to drive organic traffic to your site. You could even increase your chances of showing up in the top results by strategically using important keywords with the help of keyword research tools. However, you need to make sure your content is relevant. Dropping keywords with abandon and speaking extensively about your brand with little to no connection to the actual question will decrease your chances of showing up in search results.

3. It Helps You Find Crucial Influencers

One of the biggest digital marketing trends this year has been the growing importance of influencer marketing. If you’re struggling to find key influencers for your brand, Quora could be a great resource. There are many users who are identified as key contributors by Quora because of their highly informative answers. Users rely the most on these key contributors because they have repeatedly established their credibility. You can engage with these contributors by answering their questions or by providing comments to their answers. You can even directly reach out to them and ask if they would be interested in helping you promote your brand.

4. It Can Help You Market Your Content

If you have excellent content and blog posts on your brand’s website, then Quora is one of the best ways to amplify your content. Again, the key here is to be subtle about promoting your website. Instead of replying to a question with, ‘Visit my website for information about this’, introduce it slowly within your answer. Your answer needs to cultivate interest that will actually make users curious enough to visit your blog. Provide key information within your answers and link your content to it by saying that you’ve written about it in more detail on your blog.

You can also use Quora to crowdsource information for your article. You can mention that you’re writing a blog on ‘How to Improve SEO Rankings’ and ask users for their tips on the subject. When users feel like they have actively contributed to a blog post, they will even be more likely to share it themselves.

5. It Helps You Gain Insights into Your Target Audience

You don’t need to conduct expensive, complicated surveys when you have a simple resource like Quora at your disposal. Instead of guessing what your target audience needs, why not let them tell you directly? The questions on Quora are an invaluable source of information about what type of content your target audience will find engaging. If a number of people are asking questions about the same problem, can your brand be the solution to it? Questions (and their answers) are great ways to learn more about your customers, the way they think, what they use and what they need. By actively catering to their problems, your brand can continue to stay relevant.

6. It Can Help You Come Up With Content Ideas

If you’re stumped for new content ideas, trawling through Quora can help you ideate. A good blog post needs to provide answers to relevant questions anyway so what better place to find these questions that Quora? For example, if a number of people are asking, ‘How do I increase my Instagram engagement?’ then you immediately have an idea for a relevant blog post. Using questions on Quora to ideate for your blog also serves up another advantage. You can link the blog post you’ve written along with your answer to the question and amplify it further.

7. It Can Help You Establish Thought Leadership

Thought leadership is a coveted badge every marketer wants for their brand. Establishing thought leadership makes your brand an authority in its field and increases trust in it. Building thought leadership can take some time, but the payoff makes it all worth it. One of the best ways to establish thought leadership is through Quora. By providing meaningful, informative answers to your consumer’s questions, you’re demonstrating the extensive knowledge you have on the subject. Many brands struggle with building thought leadership because they don’t know how to steer a conversation in the direction of their brand’s offerings. Quora saves you the trouble because the conversation already exists; you just need to contribute to it.

Clearly, no marketer can afford to ignore Quora if they want to successfully build their brand’s digital presence. Quora is even more essential when it comes to marketing for a start-up because it helps new consumers come across your brand. So take full advantage of this site for a well-rounded digital marketing strategy.

This article was previously published as Quora: A must-have in your digital marketing playbook on Business Line on Campus.


Digital Marketing by Real Estate Developers in Mumbai

  • Gautham Nagaraj
  • |
  • 23 November , 2017
  • |
    • 13 min read

Considered one of the biggest property markets in India, Mumbai has many real estate developers trying to reach their target audience online. Digital Marketing is one of the primary channels to connect and engage with customers online and generate quality leads. The best real estate marketing companies in Mumbai have noticed this trend are willing to go the extra mile to help real estate developers tap the online space. Here’s a detailed report on the digital marketing strategies of the top real estate developers in Mumbai.  

Lodha Group

Lodha Group is one of the leading real estate developers in Mumbai and the most profitable players in India. They are known for making landmark developments in residential and commercial spaces and pioneering new trends.

Website

UX Audit:

They have an interesting design of image slider that showcases all the project launches and  promotions. The project locator is a nice filter functionality to find project developments. Project page showcases the projects based on their location and has the information about the price too. This leads to the enquiry page with project brief and lead generation form. The website is, however, not mobile-friendly as the text is too small to read and the contents are wider than the screen.

Key Features:

  1. Projects are well showcased.
  2. Each project has a separate landing page with enquiry form.

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

SEO:

Moz rank: They have a Moz rank 42 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 63/100
  1. For Desktop Site their Speed is 69/100

Social Media Presence:

Twitter: They have an active Twitter account with around 8000 followers. They do 20+ tweets a week and have no promoted tweets. They tweet about a wide array of topics ranging from their projects to the general industry based news. In spite of these, engagement is low on tweets.   

Facebook: They have an active page with around 100000 followers. The engagement is good, highlighting the use of promoted posts. Their content includes customer testimonials and event invites.

LinkedIn: They are very active on LinkedIn and have around 47000 followers. Below is a recent post about demonetisation, which received a good response

Youtube: They have 720+ subscribers with not-so-engaging videos

Google+: Their Google+ account is active having 35 followers.

Instagram: The account is active and has 1500+ followers.

Content Marketing: Though the blog page is not very attractive, they are posting at least 4 articles per month. They have a live chat option on their blog.

Godrej Properties

Godrej Properties develops residential, commercial and township projects across 12 cities in India. They provide imaginative and extraordinary spaces keeping customers’ needs in mind, making them one of the top real estate developers in Mumbai.

Website

UX Audit:

They have a well-organised menu catering to different kinds of website users (buyers, investors, NRIs etc.) They also have a nice hierarchy for project menu, leading to different property projects. Individual project pages include features like project overview, highlights and enquiry form. Their page is mobile friendly.

Key Features:

    1.   Mobile Responsive
    1.   Enquiry Form
  1.   Live Chat Option

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
206.40K 00:02:08 1.89 77.91%

SEO

Moz rank: They have a Moz rank 46 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 46/100
  1. For Desktop Site their Speed is 82/100

Social Media Presence:

Twitter:  They don’t have a twitter account for Godrej Properties.

Facebook:  They are not very active on Facebook but they still have around 58000 followers. Below is a recent video post, which has received some responses and views.

LinkedIn: They are active in LinkedIn with around 36000 followers. Compared to other social channels they are more active on LinkedIn. 

Youtube: They have 740+ Subscribers and videos in their channel are pretty engaging, having a decent number of views.

Google+: They have an active Google+ account having 474 followers.

Instagram: They have 400+ followers on Instagram.

Content Marketing: They have been blogging since May 2016. They have 15 articles as of now, and they have a separate domain for blogging.

Tata Value Homes

Tata Value Homes is a subsidiary of Tata Housing. It is one of the larger real estate companies that focus on low-cost housing with modern amenities.

Website

UX Audit:

They have allocations to provide a quick filter for the audience based on the city/location of the user. The quick search option leads to a map with property locations highlighted for user convenience. Showcasing their featured projects on the homepage with prominence is an interesting feature. Laying out interesting blogs on the homepage is another noteworthy feature.

Key features:

  1. Enquiry Form
  2. Mobile Responsiveness
  3. Drop Down for selecting the appropriate city

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
70.50K 00:01:12 2.51 68.56%

SEO 

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 78/100
  2. For Desktop Site their Speed is 87/100

Social Media Presence

Twitter: They have around 6000 followers. They aren’t tweeting on a regular basis and they use the same content across social media platforms.

Facebook: They have around 250000 followers and have boosted some posts a few months back, but recently they are not very active. Below is a boosted post shared a few months back which has a large number of likes and responses.

LinkedIn: They have only 110+ followers, and the page has no posts till date.

Youtube: They are current not active. Their last uploaded video was 4 months ago.

Google+: They have an active Google+ account with 85 followers.

Instagram: They are also active on Instagram having 1300+ followers.

Content Marketing: They have posted only 3 blogs in 2016, highlighting the missed opportunity in content marketing.

Mahindra Lifespaces

Mahindra Lifespaces is the real estate company of the Mahindra Group. They are one of the top real estate developers in Mumbai and the first Green Home Developer with Green Design & Healthy Living as their main focus across their projects.

Website

UX Audit:

The web page has nice project filter on the home page following the banner. Sticky enquire now button to provide constant CTA is an interesting feature. A section to attract NRI investors is also present. Menu dropdown feature is quite interesting, especially the categorized submenu for projects.

Key features:

  1. Enquiry Button
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
43.50K 00:01:34 1.65 76.17%

SEO

Moz rank: They have a Moz rank 39 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 55/100
  1. For Desktop Site their Speed is 73/100

Social Media Presence

Twitter: They are active on twitter with engaging tweets. Below is a public awareness tweet.

Facebook: They are very consistent in boosting posts and are active on Facebook, having around 125000 followers.

LinkedIn:  They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on a regular basis.

Youtube: They have only 160+ subscribers. They upload two to three videos per month.

Google+: They are not active on Google+ and have only 6 followers

Instagram: They are active on Instagram having 50+ followers.

Content Marketing: They don’t have a company blog.

Sobha Ltd

Sobha Group is one of the largest real estate organizations in India and the Middle East. They focus on delivering the highest levels of quality, with no compromise, making them the top real estate developers in Mumbai. 

Website

UX Audit:

The premium images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent instead of being placed against the sliding banners. Apart from that, the site has a very nice organization of the project information – presented state-wise and sorted by price.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
259K 00:01:23 2.10 74.75%

SEO

Moz rank: They have a Moz rank 35 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 87/100
  1. For Desktop Site their Speed is 74/100

Social Media Presence

Twitter: They are very active in Twitter having around 5000 followers and they do 3 to 6 tweets a day which is a lot compared to other developers. They have a diverse set of tweets ranging from new project launches to general industry based news. Despite these, engagement is low on tweets.

Facebook: They have an active page with around 7 lac followers and they have been posting at least twice a day and the engagement is good. Below is an organic post which had a good response.

LinkedIn: They are very active in LinkedIn having around 16000  followers.

Youtube: They have an Active Youtube account with 570+ subscribers and they have interesting Testimonial videos.

Google+: They have an active Google+ account with 554 followers.

Instagram: They are active on Instagram with 3100+ followers

Content Marketing:  They have a blog, which is not active.They do not have any mention about their blog on their website.

Kolte Patil Developers Ltd

Founded 2 decades ago, Kolte-Patil has built residential, commercial, retail, and integrated township projects till date.

Website

UX Audit:

Interesting zoom in feature on the banner images attracts the users. Well organized menu putting out all the necessary information is a great feature. Book Online page showcases all the projects with the quick facility to book. They also have live chat option in all the pages.

Key Features:

  1. Live Chat
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
15.70K 00:05:08 5.1 37.32%

SEO

Moz rank: They have a Moz rank 34  for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 46/100
  1. For Desktop Site their Speed is 61/100

Social Media Presence

Twitter:  They have around 10000 followers and are highly active on Twitter. Their tweets are very engaging.

Facebook: They are having around 67000 followers and post twice a week.

LinkedIn: They have around 6000 followers and are moderately active on LinkedIn with 3 to 4 posts per month. Below is a post, which got pretty good responses.

Youtube: They are not very active and have only 367 Subscribers. Their videos have a decent number of views.

Google+: They are active on Google+ with 114 followers.

Instagram: They are also active on Instagram having 1100+ followers.

Content Marketing: Though they do not have an attractive blog page, they are posting 2 articles every month.

Hiranandani Developers

Pioneering new technologies & bold design, Hiranandani Developers have created residential townships & commercial complexes meeting the expectations & lifestyle of the people.

Website

UX Audit:

Their Homepage design focuses on all the launches/promotions. Placement of a common enquiry form across all projects, to make enquiries for the visitor easier is appreciable. The website is mobile friendly.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
11.40K 00:02:35 2.85 32.53%

SEO

Moz rank: They have a Moz rank 32 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 35/100
  1. For Desktop Site their Speed is 45/100

Social Media Presence

Twitter: They have around 1400 followers and are highly active on Twitter with at least 4 to 5 tweets every day.

Facebook: They do have an active page with 71000 followers. Below is a Selfie contest post, which was engaging and had good responses.

LinkedIn:  They have only 190+ followers in LinkedIn and they haven’t posted anything until now.

Youtube: They have 630+ subscribers on Youtube. Though they are not active on YouTube, they have decent views for their engaging videos.

Google+: They are not active on Google+ and have only 29 followers.

Instagram: They are active in Instagram having 300+ followers.

Content Marketing:  They have their blog in Weebly and actively post articles about real estate, their ongoing projects, and latest industry related news.

K Raheja Corp

K Raheja is one of the most trusted real estate developers in Mumbai and the Indian subcontinent. From residences to workplaces, hotels to retail destinations, they have made a meaningful impact on the evolution of modern-day living.

Website

UX Audit:

They have a Minimalistic home page with user engagement focussed to the menu. Explore our Projects feature introduces users to all the brands, where each brand project page comes with details of the project and enquiry provision. Their website is not mobile friendly because the text is too small to read and the content is wider than the screen.

Key Features:

  1. Minimalistic Design
  2. Enquiry Form

Web Insights:

Total Visits

Avg. Time on Site

Page Views

Bounce Rate

9.70K 00:01:14 2.60 19.55%

SEO

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 51/100
  2. For Desktop Site their Speed is 62/100

Social Media Presence

Twitter: They have only 180+ followers, and they have good quality tweets with no engagement. If they promote their tweets, they can get results.

Facebook: They have 4500 followers on Facebook. They are consistently posting 6 to 7 contents per week all are organic, so they are getting low responses and engagements. Below is an interesting post with not much engagement.

LinkedIn:  They are not active on LinkedIn but have around 10000 followers and they haven’t posted anything till now.

Youtube: They are not active on Youtube and have only 11 Subscribers, and their last upload was a year ago.

Google+: They do one post a week in Google+ but still they have only 8 followers.

Instagram: They have only 8 followers in Instagram.

Content Marketing:  They don’t have a company blog.

Rustomjee Spaces

Rustomjee Spaces have transformed 10 million square feet of the city into premium townships, corporate parks, retail spaces, and 8,500+ homes with a special focus on Mumbai Metropolitan Region.

Website

UX Audit:

The web page has a simple banner with prominent CTA and Project locator. There is a showcase of featured properties, and they do have an enquiry form. Project Explorer has filters that would help the user to find properties easily and closer to their choice and their website is mobile friendly.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
16.10K 00:02:11 6.08 55.04%

SEO

Moz rank: They have a Moz rank 32  for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 73/100
  1. For Desktop Site their Speed is 89/100

Social Media Presence:

Twitter:  They are active having 1400 followers on Twitter, and they have been consistently tweeting 6 to 9 tweets per week. They have no promoted tweets so there is only little responses. Below is an interesting tweet with little engagement.

Facebook: They have around 13000 followers posting 5 to 6 times per week with little response. All their posts are organic. They might get good engagements if they boost their quality posts.

LinkedIn:  They aren’t active past 3 months, but they have decent engagements in their previous posts.

Youtube: They have 220+ subscribers, and they are uploading 3 to 4 videos per month. They have decent views. All the videos are real estate Industry related.

Google+: They are not active on Google+ for the past 2 years.

Instagram: They do not have an Instagram account.

Content Marketing: They are maintaining 2 blogs and have been posting their project related and educative articles at least once per month.

Adani Realty

Adani Realty has been developing residential, commercial and social club projects across Ahmedabad, Mumbai, Gurgaon, Kochi & Mundra.

Website

UX Audit:

Their web page has an interesting single scroll homepage design, which focuses on two utilities - one showcasing all their launches and promotions and the other leading the visitor directly to projects/gallery/other information via the menu. Elegant project showcase with the project overview and CTA's leading to individual project websites are some of the noteworthy features.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
2.40K 00:01:45 1.6 37.01%

SEO

Moz rank: They have a Moz rank 16 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 67/100
  1. For Desktop Site their Speed is 86/100

Social Media Presence

Twitter: They have 50+ Followers in Twitter and are moderately active. They do 4 tweets per month. Below is an interesting post having low engagement.

Facebook: They are active in Facebook having around 4k followers, and they do at least one post per day and have boosted a contest campaign, which had a good response

LinkedIn: They have 785+ followers and are not that active. They do 4 posts per month and the engagement is low.

Youtube: They don’t have a Youtube channel.

Google+: They are not active in Google+

Instagram: They are not active on Instagram

Content Marketing: They have an active blog in their website itself, and there are around 300 articles.  

Oberoi Realty

Oberoi Realty has developed over 39 projects at strategic locations across the Mumbai skyline. Over the past three decades, they have been consistently providing high-design and quality residential, commercial, and retail spaces.

Website

UX Audit:

The banners and featured projects provide prominent information to the audience coming to their site. Individual project pages are organized state/city wise to make the navigation easier for the users. Schedule a visit is a useful provision for interested buyers/investors.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

SEO

Moz rank: They have a Moz rank 27 for Domain Authority.

Website Speed:

    1. For Mobile Site their Speed is 46/100
  1. For Desktop Site their Speed is 68/100

Social Media Presence

Twitter: They are moderately active having only 50+ followers, and they do 2 to 3 tweets per day mostly about their ongoing projects.

Facebook: They are active on Facebook with around 13000 followers posting 3 to 4 times a week. Their posts are organic and have decent engagements. Below is an interesting post about their project.

LinkedIn: They are moderately active with around 10000 followers. They do post 3 to 4 times per month, and the posts are engaging with good responses.

Youtube: They are not active this month but have 80+ subscribers. They have many testimonial videos which are having a good number of views and response.

Google+: They are not active on Google+.

Instagram: They are highly active on Instagram having 700+ followers.

Content Marketing:  They don’t have a company blog.

There is no doubt that the best real estate marketing companies in Mumbai are on the lookout to help leading real estate developers leverage the power of going digital. Make sure you read through our blog on Digital Marketing by Real Estate Developers in Bangalore and our detailed Case Study of How a Real Estate Company grew via Digital Marketing for better insights.

You can also check out our blog on how Casagrand generated a record 190 crores in revenue via Facebook for a detailed understanding of digital marketing for real estate.


Social Beat at the NASSCOM Content Marketing Masterclass

  • Ayesha Rafeeq
  • |
  • 21 November , 2017
  • |
    • 2 min read

Social Beat was proud to be part of the NASSCOM Content Marketing Masterclass which took place at Holiday Inn, OMR, on the 16th of November, 2017. The session was led by David Appasamy, head of Branding and Strategy at Social Beat and provided insight on how content marketing can be effective for lead generation in the B2B sector. The session introduced the attendees to the strategic imperative of marketing and highlighted the importance of content marketing in the digital space.

The insightful session threw light on how content marketing builds credibility, confidence, and preference by establishing thought leadership and helps win attention, engage with and convert prospects into customers. It also focused on the ways in which this marketing strategy enhances and amplifies other marketing initiatives such as Social Media Marketing, digital advertising, and lead generation.

The Masterclass included a workshop to provide insights into:

  • Where organizations stand with respect to the Marketing function
  • An organisation’s level of Marketing evolution to launch a Content Marketing initiative
  • What it takes to launch a Content Marketing initiative and sustain it
  • The level of expertise and budgets required

You can view the presentation from the workshop below:


Less is more – a content marketing strategy that always works

  • Ayesha Rafeeq
  • |
  • 31 October , 2017
  • |
    • 4 min read

As the old saying goes, “Content is King” and the dynamic industry of digital marketing is not an exception to this universal notion. In today’s digital world, content marketing is the go-to marketing strategy to make your brand trend by targeting your audience and engaging them with your brand. However, it is a common theory to only associate blogs to content. Our minds have been tuned to the fact that good content can only be written in the form of chunks of text. But, in reality, there are many types of content, from catchy videos and hilarious gifs to stunning pictures and gripping podcasts. The plan is to engage your target audience through a means of information which they find interesting and which also promotes your brand in a subtle way.

Nevertheless, with the plethora of information available online at the mere click of a button, making your content rank in the first page of search engines with a strong SEO strategy is quite a herculean task. The key lies in creating content that your target group relates to and religiously promoting it in social media to reach out to your potential consumers. Good targeting will lead to higher engagement on the post, which will lead to a domino effect of it ultimately being flagged off as viral content.

That being said, brands have begun adding heaps and loads of content to their marketing plans. From expansive blogs to informative videos, they are leaving no stone unturned in making sure their brand is out there. But is that enough? Sure this will make the brand get out there but is it really “out there”?

How to make your content stand out?

The secret, to making content truly stand out of the oodles of information flooding the Internet, is to post limited information which is 10X better than what is already out there and is packed with the potential to go viral. However, the only way you can truly reach your audience is by vigorously promoting it. Splashing your content on various digital platforms through paid promotions and ads will boost your reach and also give it the push it needs to go viral. A viral post creates a lot of buzz in the target group and ultimately helps in generating leads for the business.

The “Less is More” content marketing strategy

At Social Beat, we religiously follow the “Less is more” content marketing strategy in which we focus on producing high-quality content to amplify on digital media rather than expansive quantities of average content. The idea is to create original and relatable content that also uplifts your brand name and gives it the recognition it deserves. The strategy involves the following approaches:

  • Creating content which can be used for research and reference
  • Gathering authentic information which is relatable and sharable
  • Long-form 10x content with focus on SEO
  • Vigorously promoting the content on social platforms

As per Buzzsumo, Brian Dean of Backlinko has executed this content strategy to great effect. Brian has published just 53 posts over the last five years, less than one a month. These posts have driven nearly 4m visitors to his site. The average shares and links per post are what most of us can only dream of: an average of 2,490 shares, and 275 links from unique domains, for each post.

The winning formula

One such post that went viral with a paid reach of 3,51,565 and an organic reach of 64,79,859 is an informative video for one of our clients from the finance sector. Since our client provides financial services, we engaged their target audience with an explanatory video on the money-saving lessons we can learn from an ant. With total ad spends of Rs. 5000, we reached a total of 68,31,424 people, with 21,65,549 video views and 93,241 shares on Facebook. Additionally, we also customized the ad by using a regional language to make it more relatable and simple for the target audience. This way, we struck gold by amplifying content through both content marketing and native advertising.

To sum it up, it is all about quality instead of quantity in the powerful world of content marketing. Creating engaging content and pushing it to go viral with vigorous promotions and effective ads can not only help in branding your company but also boosts your reputation and authority.

The old-school way of content marketing

Brands usually are under the misconception that the more content you create, the more visibility you’ll achieve. However, this is not true. Keeping the “Less is More” content strategy in mind, let’s take at a look at the current ad spends model of a company and the ways we can improvise on spending the same amount for a wider reach.

Current working model: 90% effort on Content Creation and 10% on Content Promotion

As per the current model, if Rs. 50,000 is allotted for content marketing, Rs. 40,000 of it is used for generating content, and Rs, 10,000 is used to promote posts on social media. Following is a rough estimate of the reach and total number of clicks tracked on a monthly basis:

 

Ad spends (FB Promotions) Rs 10,000
Content creation by Influencers Rs 40,000

Total

Rs 50000
Total no. of people reached 1,50,000
Total clicks 10,000

Suggested working model: 20% effort on Content creation and 80% effort on Content promotion

By applying the “Less is More” content marketing strategy, the brand will focus on reaching a wider set of audience and generating more leads with the same amount spent on promotions. The plan is to generate content of premium quality and authenticity and promote it on social media for a higher number of link clicks and prolonged engagement in the same budget.

Ad spends (FB Promotions) Rs 30,000
Content creation by Influencers Rs 20,000
Total Rs 50000
Total no. of people reached 4,50,000
Total clicks 30,000

With all the statistics mentioned above, it is safe to say that though creating gripping content will help you achieve your content marketing goals, the key lies in promoting it effectively. Creating a handful of relatable posts every month and promoting it vigorously on networking channels is the foolproof way of grabbing the attention of a visitor and converting them into a loyal customer.


10 Must Have SEO Plugins for WordPress

  • Sankar
  • |
  • 13 September , 2017
  • |
    • 3 min read

Having a blog has become mandatory for all organisations. However, with so many blogs out there, how do you ensure your blog is search engine friendly? The best way to do that is through SEO and content. If you are using a WordPress blog, here are 10 plugins that you should use.

1. Yoast SEO

Yoast SEO is one of the most popular plugins for WordPress. It can handle almost all on page elements except markup data and schema tags.

Notable features included in this plug-ins are:

  • Title and Description
  • XML Sitemaps
  • Breadcrumbs
  • File Editor
  • SEO and Readability Score

If you are looking to install this plugin, read this step by step tutorial to set up this free SEO plugin.   

2. Accelerated mobile pages (AMP)

AMP is a project designed by Google and Twitter to make mobile pages to load quickly. AMP is a kind of Facebook Instant Articles. There are many plugins available to implement AMP in Wordpress sites. The best plugin for AMP in WordPress is "AMP for WP - Accelerated Mobile Pages." Once it is implemented, the page loads quickly, especially on mobile devices.

3. W3 Total Cache

Increasing the website speed is one of the key factors in ensuring your website ranks on Google. It increases the speed by serving static pages rather than dynamic content. The plugin optimises HTML, CSS, and JavaScript resources by compressing them and thereby ensuring the page loads fast.

4. All In One Schema.org Rich Snippets

All in one rich snippet is a free plugin, which currently has 79 5-star reviews from the WordPress community. This plugin is used basically to provide a summary of the page in the search results on Google, Yahoo, Bing and even in Facebook news feeds. It does so by using an interactive format with star ratings, author photo, image, etc. Many webmasters use this plugin to get higher rankings in search results.

5. ShortPixel Image Optimizer

ShortPixel Image Optimizer has over 50,000 Installs and the main motive of this plugin is to compress JPG, PNG, GIF and even PDF document. By doing so, it reduces the load time of the website and increases rankings of your website in search results. It also has the option to bulk optimize through media library. This plugin supports both HTTP and Https version of the website.

6. BJ Lazy Load

This plugin allows us to load your website quickly which is good for SEO. It replaces web site's post images, thumbnails, gravatar images and iframes with a placeholder & loads content as it gets close to enter the browser window when the visitor scrolls the page.

7. Rel Nofollow Checkbox

Using outbound and inbound links are extremely important for a blog post. However, when you use outbound links, it is important to make sure it is a nofollow link. The Rel Nofollow check box does exactly that. When you install this plugin, it gives you a checkbox in the insert/edit link popup for adding nofollow attributes.

8. Redirection

Redirection is a plugin for WordPress to manage 301 redirections, keep track of 404 errors, full log report of 301 redirections. All URLs can be redirected with this plugin except the URL, which doesn't exist.

9. All In One WP Security & Firewall

Although Wordpress is secure on its own, it is a good idea to have a security plugin on your blog page. The plugin has numerous account security features such as password strengthening tool and has the ability to check if any of the accounts have an identical username of passwords. It also provides a security score, which will tell you how secure your website it is.

10. Yet Another Related Posts Plugin (YARPP)

Keeping people for as long as you can on your website is a great sign for better SEO. A low bounce rate is a hint that your users are finding value in your site and spending more time. One of the best ways to improve this area is to install Yet Another Related Posts Plugin. This plugin displays relevant post related to the current content. This will ensure the users are given interesting content to read and makes sure they spend more time on your site.

We hope this article helped you to get some ideas about must have SEO WordPress plugins every website should have.

This article was originally published in Business Line on Campus.

Growth of regional languages online: a KPMG & Google Study

  • Team Social Beat
  • |
  • 24 August , 2017
  • |
    • 6 min read

  • Only 10% out of the 76% literate population of India knows English
  • More than 234 million Indian language users online today

Surprising? These figures might sound counter-intuitive with so much focus on English given in digital media today. But it’s a fact that there has been a profound growth of regional content online. Consequently, this holds a massive implication for brands which are not leveraging regional languages for marketing their brand. With an anticipated CAGR of 41% over the next few years, the opportunity will only grow bigger. Taking that into account we have launched 22 languages. This website provides organizations with access to an audience of more than 50 million users nationwide. Companies can use a multilingual marketing strategy to showcase their products and services in over 22 languages through this medium. To understand this concept better, here are a few interesting insights from the latest study done by KPMG India and Google on the growth of vernacular languages in India on the digital front. Check out this video to understand why your brand must adopt a multilingual strategy:

 

Digital news: one third of digital news consumers are Indian language consumers 

Digital news has caught up easily because of its simplicity. Data is usually accessible through an app or a website with mobile compatibility. Big names have realized the importance of digital media due to the silent downfall in newspaper and magazine sales. Currently, there are 106 million users viewing digital news in local Indian languages. This figure is anticipated to add up to 180 million users by 2021. However, Hindi, Marathi, Bengali and Tamil make up 80% of the current users. The major categories of type of news viewed are general, sports and politics. This only means that there is a dire need of more companies to enter this segment, to keep India more informed and updated.

Digital classifieds to have major impact in matrimony,recruiment and real estate categories

Digital Classifieds are a very big sector. This sector has the potential to cause a ripple effect as people interact with each other in the same area and subsequently belong to the same target group. This would cause information to travel to a larger audience. Furthermore, Indian language usage would provide an extra boost by causing the information to reach nooks and corners of rural India. The top categories, which are looked up the most in classifieds, are matrimony, recruitment and real estate. Nevertheless, the only obstruction in digital classifieds is the lack of availability. This sector is anticipated to grow to an astonishing 100 million user base in the coming five years with individuals fluent in Hindi, Tamil and Kannada forming 70% of the total users by then.

Digital Payments to grow at 30% CAGR with almost 175 million users online

The sector of digital payments is estimated to grow at 30% CAGR and a humongous 175 million consumers are expected to use it with Indian language interface by 2021. These gates are mostly used for mobile recharge and utility bill payments. Tamil, Telugu and Kannada are heading the charts in the languages open to quick adaption and will form half of the users on the digital payment platform.

E-Tailing to reach 165 million users by 2021

According to statistics, Indian language users prefer buying electronics online rather than apparels or other accessories. As for the sellers, it has become much more convenient for local sellers to reach e-commerce giants like Amazon. One can sell their products on Amazon in five easy steps - the steps being creating an account, listing, taking products live and handing over the product to Amazon for delivery. It is quite convenient and hassle-free. The user base for e-commerce in local languages is growing at a high rate. It has a CAGR of 32% and is expected to add 120 million users in the upcoming five years. This popularity can be attributed to two major factors as voted highest by consumers: Firstly, the availability of better promotional offers and secondly, the huge variety of products available online which may not be present in the smaller cities or towns of India. The main obstruction users experience is the lack of end-to-end compatibility in Indian languages. However, as these obstructions show signs of quick recovery, e-tailing in local languages apart from e-commerce in English, will be a lucrative segment for the e-giants.

Digital entertainment to reach approximately 400 million users by 2021

It is no surprise that impressive progress has already been made in this segment. Currently, a mass population of 162 million exists as the user base. Keeping in mind that the predicted user base by 2021 is 392 million Indians, there is much more that can be done in the digital entertainment arena. The content has the space to be comparatively more experimental and creative than other platforms as the adoption rate is 90% for this sector. The viewer’s quickly adapt to the kind of material available to them. These users consume both audio and video mediums.

To tap into this huge market, we used local languages for our informative videos like the Chola Finance video which was very well received by the Hindi speaking locals. The video got a whopping 1,751,355 Views and more than 64,000 shares.

The challenge remains in picking the right medium like Facebook, Hotstar, Youtube, tvfPlay or other regional channels.

If you are looking to create videos, read our blog on how to create low cost videos.

Online government services growing at a CAGR of 33%

There are currently 41 million users under the segment of online government services. It is increasing at a CAGR of 33% and is expected to land at a massive 172 million in the next five years. Some of the applications that constitute online government services are tax filling, applying for government jobs and knowing about new rules and regulations. The Indian Government can use this platform to increase transparency and cut down corruption.  However, limited local language enablement combined with lack of interest and awareness poses a huge obstruction which needs to be addressed immediately.

Chat applications, Social media Platforms and digital write ups

Chat applications currently have a 170 million user base and are anticipated to reach a 400 million user base by 2021. Hindi is topping at a huge margin of 50% as of now. Kannada is expected to grow to a far second with a whopping 20% in the coming years. The major challenge in this is the upgrade needed in voice to text, language keyboard and transliteration.

Social media platforms have a total of 115 million local language users as of now. This figure is expected to grow to 300 million by 2021.The South is anticipated to dominate this area due to its better adoption skills.

Digital write ups are a very interesting scope for Indian languages on the digital platform. It will provide visibility for the users who want to put their content online. It will also provide job opportunities for local people by companies looking to improve their SEO options by generating more local language content online. Additionally, mobile friendly blogs are preferred by users. 54% of Indians would adopt reading write ups if they are optimized for mobile screens.

 

The Road Ahead

Government’s vital role: Government to digitally literate 60 million homes

This ongoing shift in India’s internet scenario has not gone past unseen by the Indian Government. Taking into account the increase in smart phone availability due to cheaper prices, a 176 million increment is expected till 2021. A striking 90% of these consumers are anticipated to be Indian language users. The government has taken this into account and made it mandatory for mobile phones sold in India to be Indian language friendly. Additionally, the government has also taken an initiative to make 60 million rural households digitally literate.

 Changing role of internet platforms

There are approximately 500 million Indian language users online. This figure will significantly have a huge impact on the nature of content presented on digital platforms. Additionally, this audience will be more inclusive of the elderly and the rural population. Also, as long as the type of sectors is concerned, Digital Classifieds, digital news and financial solutions will see a major boost.

Investments by B2C players

Due to the local reach, many B2C users might exploit the Indian language user base on various channels. Digital marketing in Indian local languages will get them untapped markets in India. The companies which will be involved could be news sites, e-commerce players, insurance companies and m-wallets to name a few. In tier 2 and tier 3 cities, this can be encashed at a higher level. Since 90% of the new mobile buyers are local language users, a whole new customer base can be reached through this medium. Here's an interesting video that tells you why you need to have a multilingual strategy if you want to create a strong digital presence among your regional audience.

 

Applications, Websites and digital advertisements

Indian language based websites and application will see a rise. Digital advertisements in local languages could also be used by B2C companies to increase reach. Additionally, Google display ads could be customized to the regional language of the state where they are being viewed.

Monetization of the newly generated data

This progress would result in new data generation for companies. The database, through structured investments, can be analyzed for specific language behaviors. This will help digital marketers in ad planning and targeting.

Voice recognition and language agnostic internet

We need to move to a language agnostic ecosystem. This is required to give a platform to the Indian language content creators.  Voice recognition will be of major help to the users who find using search and navigation through text a challenge.

It is affirmative that the preference given to regional languages will play an active role in internet consumption. It will also help explore a huge new market for brands. Brands that miss this bandwagon are sure to lose out on quite a few million potential customers. Furthermore, Indian language in digital will lead to the spreading of knowledge in rural parts of India. Tier 2 and tier 3 cities will also be of prime targeting in this arena. With such profound reach, it is safe to say that marketing through your regional language is the next step in digitizing India.

 


How to get ROI from digital marketing- Digital Chai Pe Charcha, Mumbai

  • Pooja Patil
  • |
  • 8 July , 2017
  • |
    • 2 min read

Banking on a series of successful editions of Digital Chai Pe Charcha in Chennai and Bangalore, we conducted the first edition of Digital Chai Pe Charcha in Mumbai. We had close to 30 participants comprising of entrepreneurs and marketers from across industries. The topic of discussion was getting ROI from Digital Marketing.

A quick recap from the session

  • Digital Marketing Comprises of various activities like Landing Page Creation, Search Engine & Content Marketing, Social Media Marketing, Email Marketing, Display Advertising and Influencer Marketing.
  • Digital media can be segregated into 3 types: Owned Media, Paid Media and Earned Media.
  • While building digital assets, it is important to understand that the key is to provide a great user experience across platforms. A smooth User experience helps in driving conversions.
  • A Landing Page is essential for lead generation and helps in faster conversions.
  • According to a research done by Buzzsumo and Moz and Video content gets shared the most across platforms followed by Lists, how to posts and Infographics. While creating content, it is extremely important to focus on the relevance of content to the viewers. The content dynamics have been changing rapidly. From images to videos to gifs to VR, there is a wide range of options to experiment with, to create the right communication piece for your audience. Great content is generally considered as content that provides solutions to the viewer’s problems. Thus, research reports, E-books and guides are some more examples of content that can be created to strike a chord with the audience.
  • Non-branded content helps in gaining engagement. Create content that focuses on the viewer and not essentially on the brand.
  • Vernacular marketing and multilingual content is rapidly gaining importance. Vernacular content helps to create a local connection with the audience.
  • Measuring your digital marketing results is essential as it helps to better strategize your digital marketing efforts. There are several tools available to analyze and measure your results.

Below is the presentation that was discussed during the session which will provide you with more information on the above points:


Top Platforms to discover Influencers for your Brand

  • Abhishek Kumar
  • |
  • 26 June , 2017
  • |
    • < 1 min read

With the quick rise in demand for Influencer Marketing, there is a need for tools and platforms to aid brands identify the right influencers and engage them. Many platforms have cropped up that either aid you to identify the influencers yourself via a DIY tool or connect you to the right influencers for your brand based on your requirements. Some of them are free while others are either freemium or paid platforms. Let us take a look at the top platforms to discover Influencers for your brand and help you connect and engage them in your marketing campaigns.

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On Page SEO & Off Page SEO – Ultimate Checklist for 2019

  • Boobalakrishnan
  • |
  • 10 June , 2017
  • |
    • 11 min read

Creating a blog has become very important for every business. The actual challenge, though, comes when you are faced with the Herculean task of making your post pop up on the top page of all leading Search Engine Result Pages (SERPs). Search Engine Optimisation (SEO) plays a pivotal role in spiking up your web page's ranking and making sure it receives the exposure it truly deserves. Read on for some foolproof techniques to optimise your page and drive all your targeted traffic right to it. You may also find it useful to view the Digital Bytes knowledge series on the Social Beat YouTube Channel.

On-Page SEO Checklist

Here is a list of on-page factors that matters the most:

Title Tag:

As per Google’s algorithm, the length of the title tag should be 55 to 60 characters. If it crosses this limit, only the first 60 characters will show up in the SERPs. So ensure that the title is crisp and conveys everything it needs to in the first 60 characters itself.

Meta Description:

Meta descriptions are often used to give us a brief explanation of the blog post. Make sure you include all the necessary keywords in the description. The length of the Meta description is limited to 155 to 160 characters. Similar to the title tag, even if the length of the Meta description crosses 160, only the first 160 characters will show up in the SERPs.

Craft a compelling title, meta description:

How Google displays your result determines whether people want to click on your listing or someone else's. The snippet is your opportunity to say, "Come click me instead of those other guys." If you can optimize this, both from a keyword perspective using the words and phrases that people want, as well as from relevancy.

URL Length:

Google identifies web pages mainly by the URL and the title. So, to rank higher on Google, you need use your focus keywords on your URL. Additionally, try making your URL as short and sweet as possible. Unless your post is an event-based blog, avoid mentioning the year in your URL as Google tends to categorise it as outdated content. This, in turn, decreases your ranking.

Heading (H1):

The heading of your blog post needs to be in the H1 tag and should contain the exact keyword match. This helps Googlebot in ranking your post as high as possible in SERPs.

Sub Headings (H2):

The subheadings of your blog post need to be in the H2 tag. If you are focusing on more than one set of keywords in your post, use the other keywords in your subheadings for better SERP ranking.

Use LSI keywords in the body and headings:

Once you have completed your keyword research, perform a Google search for those keywords. This will give you a set of keywords, under the top results, titled “Searches related to”. These keywords are called Latent Semantic Indexing (LSI) keywords and are the most frequently used keywords by visitors. Using these keywords in your content and heading will rank your post better.

Keyword Research:

In addition to the primary and secondary keywords that we mostly target in our optimization efforts, the of LSI keywords in the content will help users understand better by getting answers to their problems for the respective search queries and aid in ranking.

Find what Google believes to be relevant to the keyword searches:

The first thing is to figure out what Google considers to be related to the keywords searches. What does Google think is the content that will answer this searcher's query? You're trying to figure out intent, the type of content that's required, and whatever missing pieces might be there. If you can find the gap and fill that gap with answering the ‘what’ they expected in that search query, this will help to improve the ranking position

Keyword Density:

Keyword Density is the number of times your focus keyword has been used in your content. A high-ranking post should primarily have a keyword density of 1.5% based on its length.

Use Multimedia (Image, Video and Infographics):

All Digital Marketers know that content is king. It keeps the visitors engaged in the post and has the potential to make a post go viral. To keep your visitors glued to your blog, make sure you give out more information in a lesser span of time. Images, videos and infographics are your best bet, as they help in better understanding of the content.

Content Google can easily crawl and parse:

Google’s bot should be capable of understanding the content that is on the page in a readable text format.  To recognize images and visuals, videos or embeds or anything else that you've got on the page, use them in a way that they are going to help the bot index them.

Alt tag:

The images in your blog post play a vital role in ranking your page as well. Insert the keywords in the alt-text used to describe the images to make them show up on Google searches and, in turn, rank your page higher on Google.

Use Keywords in first two lines (within 100 words):

Apart from the fact that your keywords need to be frequently used in your post, the placement of the keywords is also important for better SEO. Use your keywords in first 100 words of your content for higher SERP ranking.

Use Outbound Links

Outbound links give Google a better understanding of your content based on the links provided to other web pages.

Use Internal Links:

Internal links help in keeping your users engaged in the blog by providing old links related to the current article within the same website.

Content is King:

Quality and quantity are both important for good content. A blog post without any one of these will not help in keeping users engaged, which will lead to a decrease in SERP ranking over the course of time. To understand this concept better, let's take the example of Alice and Bob. Alice's blog is ranked in the first position, but her content lacks quality whereas Bob's blog is currently ranked in the 4th position, but his content keeps his users engaged for a long time. Google will analyse this behaviour and automatically rank Bob's blog higher than Alice's due to better content.

HTTPS for domain

Using HTTPS for your blog will make it secured. It also helps in increasing your visitors’ confidence and trust in your content.

Responsive Design:

As per the latest Google algorithm, a web page needs to have a good responsive design, to adapt to all platforms such as mobiles and tablets.

Site Speed:

The speed at which a web page loads fully is of paramount importance. Site speed should not be compromised by data speed.  You could have the latest website design, but if your site does not load quickly, you will lose you customer then and there. So improving your sites page speed should be of utmost importance.

Page load time is essential for better ranking:

Content, visuals, and UX are great aspects of a page. But in the case of  poor loading time of your web page, the purpose to retain a user is lost. Hence, constantly keeping a close watch on the speed of your website is important. The faster it is, the easier it is for the user the navigate through the site.

Robots.txt:

Robots.txt helps to block unwanted information in the web page.

XML sitemap:

When Google indexes the page, it can be seen in the XML sitemap through the following links:

  •     domain.com/sitemap.xm
  •     domain.com/sitemap_index.xml

On-page Grader:

The on-page grader is a Moz tool to ensure your web page is optimised. It gives you a closer insight into the things which need to be done to get a grade A web page. The tool focuses on the following factors to get a higher SERP ranking.

  •   Checks the accessibility to search engines
  •   Avoids keyword stuffing in document
  •   Avoids keyword stuffing in page title
  •   Avoids multiple page title elements
  •   Checks broad keyword usage in page title
  •   Checks if the exact keyword is used in the document text at least once
  •   Checks only one canonical URL
  •   Checks for sufficient characters in content
  •   Checks for sufficient words in content
  •   Checks if the exact keyword is used in page title
  •   Checks if the keyword is at the beginning of page title
  •   Checks for keywords in image alt attribute
  •   Checks keywords in the Meta description
  •   Checks optimal page title length
  •   Checks optimal use of keywords in H1 tags
  •   Checks if URL uses only standard characters
  •   Checks if external links are used
  •   Checks if keywords are used in your URL
  •   Checks the Meta Descriptions
  •   Use Static URLs
  •   Avoids keyword stuffing in the URL
  •   Avoids too many external links
  •   Avoids too many internal links
  •   Includes a rel canonical tag
  •   Minimises URL length
  •   Only one Meta description
  •   Optimal Meta description length

For example, on-page SEO is optimised for this URL http://backlinko.com/on-page-seo is B grade

Structured Data Error:

Structured data error is a webmaster error. Fixing this error is also one of the effective ways of optimising your website. Though this is not a ranking factor, it helps in eradicating all errors on the website.

Mobile Usability Error:

Fixing the mobile usability error is of utmost importance as the Google Penguin update gives more priority to mobile devices and most of the traffic driven to a website is through mobile. Fixing this error addresses the following concerns:

  •     Clickable elements too close
  •     Content wider than screen
  •     Viewport not set
  •     Text too small to read

Html Improvements:

These errors can be found under the "HTML improvements" tag in "Search Console". These errors pop up when the title and meta description are missing and a duplicate title and meta description is placed on the web page.

Advanced On-Page SEO Checklist:

Once the above-mentioned checklist is completed, you can work on the advanced on-page checklist for advanced content optimisation for more traffic and higher rankings.

Answer Related Questions:

First, find the related questions appearing in SERPs by using your focus keyword. Then, write the relevant answers for those questions. To understand this better, let's take Alice and Bob’s example again. Alice is ranking in the first position but she didn’t answer any related questions. Bob, on the other hand, is ranking in the 10th position but he has answered the related questions. So, his website pops up in the top position without ranking and gets more traffic as well.

Knowledge Panel:

This panel is mainly obtained from human edited data, like Wikipedia. It appears on the right side of the Google results page.

Local Pack:

While showing results for the focus keyword, Google lists the location on Google maps. So, if your business location is already marked on Google Maps, it is more beneficial for you.

Reviews:

Sometimes reviews with stars and ratings are displayed in SERPs when your business is related to products of a particular kind.

Image Pack:

Images are displayed as results when Google sees the need for visual content. To display your image in those results follow these useful pointers:

  •     Descriptive file name
  •     Descriptive alt text
  •     Human-readable URL
  •     Optimised image size
  •     Title attribute included

Twitter Card:

In 2015, Google began displaying tweets directly in Google results, mixed in with organic results.

Open Graph:

In open graph, Google displays your results with concerned social media links, like Facebook. Open graph meta tags allow you to control what content shows up when a page is shared on Facebook.

Breadcrumb:

Breadcrumbs provide better navigation within the web page. Using this in your blog will also help in better Google ranking.

Search Box:

At times, Google will present you with the ability to do a search within the pages of a website, directly from the results page. When doing so, Google will offer a search box under the results description with the word "Search" followed by the name of the website displayed in light grey.

Site Links:

To help refine your search, Google may display the featured pages of a site as independent and clickable links within the result. Displayed under the result's description, these links take you directly to a page within the site.

AMP (Mobile):

Accelerated Mobile Pages (AMP) are an open source initiative from Google that focuses on enhancing the speed of a mobile page. It uses stripped-down variations of a web page to improve its performance and can be identified with a lightning symbol in the top right corner. If your blog page has AMP, it will load extremely quickly. Since page speed is of utmost importance, AMP is crucial for all blog pages.

 Custom 404 Page:

A 404 page is what your target audience lands on when they click a broken link. This is a non-existent page. Your server will throw a standard 404 error, however, that is not the most attractive one for users. A custom 404 page can be branded with your site to provide helpful information.

Off-Page SEO Checklist

Local Listing:

Listing your business with Google is a great way to ensure that people can see you on the internet. This helps with local SEO and when we build backlinks in specific regional listings, Google will understand which region is targeted.

Social Bookmarking:

Social bookmarking sites are the best way to promote any website, event or brand in a shorter span of time. Marking a link to social bookmarking sites plays a very effective role in creating traffic and getting higher ranking in SERPs.

Some of the most popular social bookmarking sites are StumbleUpon, Scoop it, Reddit, Youmob, Pearltrees and Savenkeep to name a few.

Image Submission:

Image sharing sites help in improving your website traffic. If you are optimising your content, then it's only for the web search. But nowadays image search is also improving, so people have begun to submit their images to image sharing sites. Mentioned below are a few good high PR image sharing sites, which will help you improve backlinking through images:

  •     Instagram
  •     Flickr
  •     Pinterest
  •     Tumblr

Audio Submission:

Uploading audio files is another prime SEO activity which is useful in promoting your website. You can backlink these files to high PR audio sharing websites for effective SEO. Few of the audio sharing websites are mentioned below:

  •     SoundCloud
  •     Podbean
  •     Podmatic
  •     Mobypicture

Video Submission:

Video submission is one of the most prominent and powerful methods of promoting a website. While uploading a relevant video, make sure the title and description contain the focus keyword for better ranking. Few examples of video submission sites are:

  •     Myspace
  •     Flickr
  •     Dailymotion
  •     Vimeo

Web 2.0:

You can create a blog and directly post it on high PR Web 2.0 sites. Getting natural backlinks is one of the key SEO strategies to increase traffic and, eventually, the ranking of a website or blog. There are many sources of natural backlinks, which are favoured by Google. They include High Pagerank Dofollow web 2.0 websites, such as:

  •     Blogger
  •     Weebly
  •     Wordpress
  •     Hubpages

Profile Creation Sites:

Profile linking websites have improved the level of engagement of users. They offer much better distinctiveness and enable the visitors to interact with the website in an easier manner. Profile creation is a method which offers a brand new strategy to SEO professionals for the best SEO services and link building services. They also significantly provide a more substantial perspective to present creativeness as well as improved the interaction standard of audiences. It is extremely simple to make a "Dofollow" profile backlink.

Classified Submission:

High PR classified submission sites are an easier way to generate leads and promote your products online. Classified submission sites are very effective for link building, boosting the ranking in search engines and generating more leads for your business.

PPT Submission:

There are lots of benefits in using PPT sharing sites. You can easily share your PDF files online on these high PR PPT submission websites. These highly authoritative PPT Sharing and submission sites are frequently updated on a regular and daily basis. That's why search engines like to crawl these sites more often. Getting do-follow backlinks from PPT submission sites will get your targeted keywords optimised, and it will help in increasing your site visibility in search engines.

Participate in Quora:

Quora is a great way to drive traffic and get backlinks to your blog. The Quora community consists of an incredibly large number of users discussing a wide variety of subjects and topics. If you haven't yet, then you should join Quora right away and start participating in discussions. You can start replying to questions and mention a post of your blog or the homepage of your blog, as long as it is relevant to the question.

Next Level in Off-Page SEO

1. Question and Answer sites:

Question and answer sites are great to get some relatable insight into issues which are too specific to perform a Google search. For example, if you want to know the reviews of a product, you can Google it and get a pool of information and a wide range of websites to refer to. This information might tend to get too generic and may not be able to address your concern to the point. Question and Answer sites, on the other hand, give you a more personalised response based on other user experiences. However, it does have a drawback of not providing certified information, like in the case of medical scenarios. Nevertheless, it is a useful platform to get relatable responses from users based on prior encounters.

2. Guest Blogging:

Google provides an abundance of opportunities for guest posts. You can use any other of the following combinations on Google to find blogs which are open to guest posts. Just type in your focus keywords followed by any of the below-mentioned words to get a list of blogs you can post into as a guest:

  •     Guest post
  •     Guest post guidelines
  •     Submit a guest post     

3. Comment linking:

Building backlinks by commenting on other relevant websites and get the benefits of both traffic and rankings.

4. Competitor Backlinks:

Steal your competitor's backlinks by using tools like Ahrefs, Semrush, Majestic and SEO Spyglass. Spying on your competitor's backlinks can give you an idea of what domains are linking to their posts and thus you can target those sources too.

5. (.edu and .gov) Backlinks:

.Edu and .Gov Backlinks are high-quality backlinks. These backlinks are helpful in building more backlinks

  •     Backlinks can bring in highly targeted, valuable traffic from referring websites.
  •     Backlinks are great for branding in the sense that they get your target audience familiar with seeing your brand associated with the products or services that they are looking for.
  •     Backlinks give the impression that you're an authority in your given industry.

6. Broken Link Building:

Dropmylink will help you find broken links. Here are some search strings you can use organically:

keyword + “resources”

keyword + intitle:resources

keyword + intitle:blogroll

keyword + “blogroll”

site:.gov keyword + “links”

site:.edu keyword + “recommended sites”

keyword + “related links”

SEO is an ever changing, however, these On-page and Off-page SEO techniques will help you stay ahead in the game and help your blog rank.  


One Page Website SEO Tips

  • Nikhar Aggarwal
  • |
  • 22 April , 2017
  • |
    • 4 min read

One page websites are becoming the talk of the town as many companies are switching to these. But what do they mean? Are they search friendly? What should you do to rank them high on Google? You will have all such questions. So let’s take them one by one.

What is a Single Page Website?

A single page website aims to provide minimalist but just enough information for a user to make a decision and act upon it. It has no additional pages and tries to remove all the complexity and varied user journey that a multi-page website would have. A single page website drives the user’s attention to the most relevant content. Various real estate companies like Mahindra Lifespaces, Baashyaam Constructions and Ramcons are taking its resort. However, you can have additional pages such as Terms & Conditions page, Privacy Policy, Refunds, Returns  & Shipping pages, options for alternative languages. These links can be embedded in the footer of the web page.

 

 

Pros & Cons of a Single Page Website

Pros:

  1. Mobile responsiveness is better as scrolling works for the mobile phone and the user experience is simple and efficient.
  2. You can show the entire journey you want the user to experience through a single page.
  3. Controlling the flow of information is easier, and you can focus on a particular product or service
  4. You can incorporate a lot of images to make it visually attractive.

Cons:

  1. Excessive scrolling can be a challenge if there is too much content on a single page.
  2. Website speed is an extremely critical factor. Depending on how the site is built, the load time can be longer.
  3. Difficult to measure, which content section drives visitors to your web page.
  4. One page web pages are not user-friendly for blog-centric companies.
  5. Not great for SEO as you only have the opportunity of one URL showing up in search results.

How to rank Single Page Website?

  • Content Section

Since it is a one-page website, your content needs to be extraordinary, with a lot of images for the audience to be hooked on to it.  However, make sure there is enough content, and the readability is not compromised. Also, keep the content updated and fresh, as that is what Google loves. You can keep a navigation bar for various sections on the top so that the visitor can directly jump to that position rather than scrolling through the entire page.

  • Exercise DIVs for different content sections

One of the best practices when it comes to coding for a one-page website is to have separate div for different content sections.  It makes the code look organised and neat. These div id names do not directly improve the search engine rank but help indirectly through the anchor tags.

<div id="overview">...content...</div>

<div id="amenities">...content...</div>

<div id="gallery">...content...</div>

<div id="floor plan">...content...</div>

  • Use Anchor Links

Anchor links will help the visitor navigate to a particular portion of the web page. These will create search engine friendly URL on your web page. You can also create anchor text backlinks on the site, on your blogs as below.

<div id="overview">...content...</div>

//Creating its anchor link

<a href=”overview”>Overview</a>

//backlink example
<a href=“http://ramcons.in/#amenities”>Amenities</a>

  • Employ multiple H1 Tags and other on page factors

Paginate your content using various H1 headers and forms. This technique will control the flow of information, and they will also act as keywords for our page. Hence they will help in SEO. You can also look at our detailed blog on the On Page SEO factors that matter to see how you can employ some of these techniques for your web page.

  • Encourage linking to social media

Social media does matter for SEO, and hence it is a good idea to link to various social media platforms so that you can reach out to a larger audience for online marketing. You can also implement various other link building methods, which are listed on our blog.

Some additional interesting facts

Bounce rates could be high for a single page website because Google Analytics will not account for numerous page views unless you refresh the page.

Single page websites may not be useful for every business, but they are quite appealing and create unique user experience altogether. You can use such tricks to rank your page higher.

Do share your views and suggestions in the comments section and if you have more hacks to rank the single page website higher, feel free to share with us.


Content Amplification Strategies to promote content

  • Rohit Uttamchandani
  • |
  • 1 April , 2017
  • |
    • 4 min read

Why content promotion is essential

Good content can go a long way in effectively building brand recall and trust with a brand’s target audience. This has made content marketing a key ingredient in every business’ digital marketing strategy.

With all marketers the world over dishing out content to reach, inform, engage, educate and connect to their target audience to build their brand, the amount of content produced on a daily basis has grown exponentially. Sure, the internet population has grown as well, but content creation and publishing is growing at a rate much faster than the growth in internet connectivity. In fact, as per a recent AOL and Nielsen report, over 27,000,000 pieces of content are shared every day! Even if we assume that only 1% of this content is great content, that’s a really huge number of great content pieces being published every day! In such a scenario, it is critical to ensure that content cuts through the clutter and reaches the audience it has been created for.

Content amplification strategies

Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. A word of caution here though – content amplification works best for content that has been ideated and created keeping in mind the interests and needs of the target audience. So, here are content amplification strategies you can use to effectively promote your content:

Respond to questions on Quora

Quora is recognised as the most comprehensive and trusted online forum. You can ask and answer questions relating to any subject matter. Since forums provide an open source for your Target Audience to discuss a topic, you can add value by responding to their queries using your existing write-up, if relevant. You can also link back to your blog or website, which effectively renders your work as a credible source.

Tweet various snippets from your content

Have interesting stats or facts that are share-worthy as individual pieces of content? Share those snippets on Twitter. The microblogging giant is one of the most active social media platforms today, so anything interesting that fits within 140 characters is bound to be retweeted. You can even take screenshots of other elements like pictures, infographics and quotes and use a shortened URL of your website for promotion.

Get featured in industry roundups

Roundups are collections of the best or most happening events in a particular industry. If your content is information based, you have a high chance of featuring in a roundup. Begin by searching for relevant roundups on Google (limit your search to the past month), then pitch your content to the roundup curators. If luck is on your side, the curators will feature your content in their collection. Roundups are searched extensively by business professionals, so your content will reach a niche audience, which works brilliantly for amplification purposes.

Contact people who have shared similar content

While researching for your content, you will surely come across existing articles that have written on the topic similar to yours. Content from reputed sources should already be generating traffic through social media shares. Your best bet is to copy the URL of the article and search for it on sites like Twitter and Facebook. You will be able to spot people who have shared the content, so contact these people through a direct message, requesting them to share what you have done as well.

Link to relevant sites/Mention entities when sharing

While researching, you may also come across interesting pieces of information that were quoted by credible sources. It is advisable to link to these sources while writing your article. When you publish your content and promote it on social media, use Twitter mentions or Facebook hashtags to prompt those sources that you’ve used their information. Doing so will increase the chance of your article being viewed by multiple individuals through the mentions.

Use Sniply to leverage the reach of content from more reputed sources

Sniply is a very simple yet effective tool that lets you create a one-liner message about your article and display it along with a button prompt. You can use Sniply to overlay your custom message onto any other piece of relevant content. The tool lets you drive conversions from one piece of shared content to another. Let's assume you've found content that shares information about a topic similar to yours; you can use the Sniply tool to add your link to the topic, prompting the reader to delve deeper and gain more knowledge on the subject matter.

Post on relevant LinkedIn groups

LinkedIn is nothing but the Facebook variant for all things professional. If you' content has information that can help professionals, LinkedIn is the best platform for promotional purposes. Much like Facebook communities, LinkedIn has an option where you can create groups. Find such groups that could make the most out of your content and share it on their pages.

Contact people who have linked to similar content

There is competition everywhere nowadays; you are sure to find a whole lot of articles similar to yours. Some of these articles would have gained immense social share yet may lack certain pieces of information that your article has. You can take advantage of this by pasting the URL of the similar articles on Ahrefs or Open Site Explorers. You will get a list of pages or sites that have used those articles as links. Reach out to those sites and ask them to link your fresher and better content.

Turn content into a ppt/pdf and upload to SlideShare

SlideShare is the perfect place to promote presentations to get the visibility you need. Once you upload your content on Slideshare, you can also share the link on LinkedIn as well. LinkedIn, as we all know, is fast becoming the go-to spot for business professionals when it comes to reading about industry related news and topics.

Leverage the reach of Influencers

Reaching out to influencers at scale is a good idea to amplify your content. Getting your content featured by some key influencers or getting them to share your content can amplify your reach drastically. Pick influencers that are relevant to your domain and engage with them. Contact more than one influencer and engage with them regularly for better reach.

The content mentioned above include promotion strategies that are used to their fullest potential by some of the best content marketers on the planet. Of course, some of these strategies may die out while others will evolve, so to stay ahead of the curve, you'll need to keep your eyes peeled and ears tuned.

If there are any content distribution channels which you have tried that could be added to the list, do let us know in the comments below.


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