5 Clever Ways the Right Content Can Drive Your Brand’s Growth

The old maxim of ‘Content is king’ has probably never been truer than it is now. The Internet, once seen as the cynosure of every marketer’s eyes, has rapidly snowballed into what can be termed a ‘mess’ in colloquial terms. There are more sites, better services, bigger companies and a lot more sellers all hogging for eyeballs. Granted, there have never been so many readers online earlier as there are now.

However, with diminishing attention spans and more options to choose from, even established websites feel threatened. That is an indication that they lack a proper digital marketing plan.

That is where content enters the picture. Good content is the basic recipe for great content marketing. When done right, good content can drive a lot of organic traffic to your website. It is a slippery slope, however, for bad content can ruin your website’s reputation, rankings and recall value.

To ensure better digital marketing, a proper strategy has to be chalked out, if necessary from scratch. Without much ado, here are 5 ways you can work wonders with content.

  1. Position yourself carefully: To stand out in the crowd, you must first understand the composition of the crowd. What do your competitors provide? How do they provide it? What is it that they have which your service lacks, if anything? Most importantly, do they have a better brand strategy?

When it comes to strategizing, the old aphorism of ‘beg, borrow or steal’ does not stand, however. You have to create your own space. To do that, you need to hit the ‘sweet spot’ that fabled delta where the three tributaries – company offerings, customer needs and marketing dynamics meet. Think of it as a Venn diagram: the sweet spot is where the triad meets. Enthuse your readers with fresh content regularly. Never focus on the same topic or subject in a short period.

You also need to position yourself as a trustworthy and reliable brand, one that resonates with the customers’ needs. To do that, seek your own unique identity and establish that as the nucleus of your content. Ideally, some elementary research on your competitors will elicit their USPs, and you can tweak yours’ accordingly. Your content must focus on positioning your brand as the one that stands out from the maddening crowd.

Also, to ensure your content has recall value, ensure it is free from grammatical or spelling errors. Syntax is a valuable weapon to have in your arsenal. When you post error-free content regularly, your readers know you pay attention to details.

  1. Ask questions regularly: The tastes of the audience are dynamic. Does your reader demand the same thing he or she did 2 years ago? Probably no; they need fresh content, served with efficacy and flair now.

That is where your content strategy must incorporate the Call to Action or CTA tone. It usually comes at the end of an article or any content you post. When you give your audience a voice, they respond with equanimity. It has worked wonders for many established brands. In 2015, Twitter users trended the hashtag #GiveDivasAChance that seemingly chided the lopsided gender portrayal of the WWE, or World Wrestling Entertainment. It was a public outpouring of popular sentiment over a sensitive issue.

And it all started when WWE itself gave a CTA to its loyalists looking for suggestions and tips to improve.

In the end, Vince McMahon, WWE boss, and the other top brass members took cognisance of the trend and brought in more female wrestlers. The term ‘diva’ was scrapped; instead, the unisex term ‘performers’ was bought in.

The result? WWE’s ratings improved, and so did their bottom-line. The takeaway is a simple one: listening to your consumers is of grave importance in your business strategy.

  1. Use engaging content: Content is more than a series of words. It combines infographics, case studies, blog polls, FAQ and AMA sessions, photos, guides, Q&As, webinars and a lot more. Only when you master the entire spectrum of these factors do you eventually scratch the surface of digital marketing.

Your content should appeal to your readers. It must make them feel empowered and featured. Moreover, it should also reflect your working strategy in a way where you do not showcase all your cards at once; you always keep an ace up your sleeve. To engage more readers, you need to keep a careful eye on which posts are read most widely. Accordingly, frame your content strategy.

Also, noteworthy is the fact that you must reduce your site’s bounce rate, an SEO term which reflects how long a user stays on your website before jumping ship. Keeping all these metrics at your fingertips is necessary.

  1. Invest more in digital marketing: Content marketing is just one aspect of your overall marketing plan. An example will suffice here: if you own a healthcare website that provides news and updates on medicines and general health, you have to invest to retain greater patient engagement. Studies show how most people look for updated and current information.

To create a working digital marketing strategy, you must pay attention to all manners of updates in your field; healthcare and medicine in this case. Never inundate the reader with out-dated information and articles, and overuse of jargon is a strict no-no. To that end, use fresh content regularly with the most trending topics. Try and connect with your audience on a B2B level as well as on a personal level. It is tough, but not impossible. Once you optimise your site for more mobile-friendly usage, your readers will keep coming back. The takeaway: keep things simple but customer-centric!

  1. Weave a yarn: Post content that tells a story. Make your readers feel wanted, and always give them extra. Spin a tale to attract and retain their attention. Your brand strategy should focus on keeping your readers hooked till the last sentence, reading along till they finally yield to your argument and nod their heads in agreement.

It does not mean that you need to post literary masterpieces, of course. Research, polished language, a gift of the gab, a grasp of modern lingo and a firm pen are all it takes. It has always been that way. For example, Coca Cola which, cynics say, basically sells sweet and fizzy water, has been in existence for so many years now without once getting stale.

How do they manage it? Their brand strategy is reinvention. If you go through Coca Cola’s numerous advertising campaigns over the years, you will see how they have evolved and managed to remain ‘cool’ and in vogue.

A stylistic upper hand always helps in creating marketable content. To further your digital marketing strategy, you can always choose a professional content writing agency.

All of these might seem a bit overwhelming at first, but once you get off the blocks, you will see, it gets easier with time. Practice is a great teacher and patience a great friend. Unleash your creativity in your content marketing strategy. Then, watch your fruits of labour sprout.

6 Content Marketing Strategies That Will Help You Dominate in 2019

Zillions of articles and blogs flock the web regarding which content marketing strategy should you adopt and which are the latest in the block. Skimming through this almost claustrophobic maze seems to be a hassle!

What if we tell you that here, on this page, you are going to get the absolute 6 content marketing strategies that are sure shots and help you dominate with no doubt left?

Intrigued? Then scroll and read up!

B2b content marketing hit points to gear up for the next year –

1. Pattern analysing

Analysing your target audience’s behaviour towards the content you create is an unconventional content strategy to go for. If you understand their patterns, then it will become easier for you to curate more and more to the post content that will rank high on the search engines. Each target hub protrudes a particular graph when they dig in any content, and you can interpret this behavioural sign based on the number of clicks, the likes and visits.

2. Capitalise on the ‘trending’

You see, honing the latest trends within your content will eventually generate a healthy lead base without much sweat. Content curation is dynamic, and if incorporated with the current fads, your target audience (essential millennials) will connect with your write-up on a more personal level.

3. Promoting content

If you do not promote today, you’ll have nothing to promote tomorrow!

Bet, you don’t want that, do you? So, why not embark on a content promoting rampage via social media platforms and online media ads? This will increase your productivity, and the numbers will only RISE.

4. Competitors are the best teachers

What if we say that learning from competitors shall take you the long way?

Yes, indeed if you start understanding your competitor’s market standpoint, the way they are manoeuvring their brand identity to the audience and what are their promotional charms, you can pick a cue or two surely.

5. SEO expertise

It’s a boom in the digital space.

Therefore, you need to be on top, like literally rank high at least on the first page of Google. For this, your SEO team needs to be adept at making sure your content link pops up when a person searches for a relevant topic. Start by going for content curation as per the latest SEO techniques. Learn the ins and outs of the Google algorithms, the keyword planner skills and more.

6. Curiosity cards

If your content is relevant, informative and still not getting its required clicks, then there must a piece missing in the puzzle.

Herein come the CTA lines. These are curiosity cards that will hook and nook your target audience and make them come for more. The moment they see tones such as click here, look below, read on, download, share and more, they are more likely to follow the action.

So, these were the B2b content marketing strategies in 2019 to up the game.

Mastering the master! There’s always scope for more…

Having a deft content strategy is good. But having a potential plug to make your marketing effortless is what you need this year.

Top 5 Ruling Rambos of Digital Marketing in 2019!

We have already dived into a digital marketing bonanza, haven’t we?

The numerous digital marketing trends that have been doing the rounds for the last 3-4 years
are changing the game of online brand business.

Every year, you see thousands of tabs on the Google Search Engine relating to the latest
trending news creating a feverish buzz.

So, as 2018 is soon going to wrap up, let us be the first to gouge the 2019 trends of the digital
world! Your marketing game plan needs a prelude, and this perhaps, can help you start your
prep for the upcoming year.

5 best digital marketing trends that will sweep your customers off their feet!

I. Live Videos

Aha! About this, you have heard like a gazillion times! And why shouldn’t you? Live videos are
sensation creating digital marketing tools through which you get to tell your brand story in the
most organic way possible. Facts state that 82% of viewers prefer watching a brand’s live
updates rather than the casual social media posts. With the boom in social media, especially
Instagram, Twitter and Facebook, live streaming will be the clear winner for you in 2019!

II. Smart Speakers

Okay, so these are the ones making headlines in the digital marketing news. As voice search optimization rises to peak, smart speakers along with their personal subordinates are changing a brand’s relationships with its consumers. This is a revolution indeed as in the upcoming years, clienteles will buy for say Amazon’s Alexa or other voice-driven speakers to shop and order for anything. Brands have to fully develop their voice marketing strategies, say till 2022.

III. Video Ads

Online video ads are going to dominate the next decade.

Being a viable part of the digital marketing trends, this will have a crucial impact on your customers. See, nowadays people’s attention length is pretty much dwindling and as they scour through the millions of online texts, video ads can be their engaging factor. You have to conceptualize and disseminate authentic brand content in the most lucid manner possible. Your advertisements should be the perfect visual speakers which will transfer the brand message in an easy manner.

IV. Chatbots

They call it the “battle of bots” and for good reason. Chatbots are your way of enhancing customer engagement without giving them the minimum hint that they are interacting with a machine. Utilising them on the social media frontier is a known practice, and now, you have to boost the communication level between your brand and consumers to reach an advanced level.

V. Internet Television

It is a seismic shift when you want to portray your brand ads on internet TV. It remains the best bet if you want to reach your target audience. This basically emerges as a shotgun approach where you reach the mass market at one go!

Gear up your brand game with these quirky 5 digital marketing trends in 2019!

Augmented Reality – The future of Marketing

Remember being in awe when you watched Iron Man wove his hands in the air and stirred up controls to create his famous suit/armour? Remember jumping with joy when you watched the Third Umpire take his time to deliver the decision, while you are being the third umpire yourself, trying to predict the result based on a simulation that marks the path of the ball to show whether it will hit the stump or not? Or any such predictions in other sports and movies? Well, if you have seen these, then you are already introduced to the world of Augmented Reality a.k.a AR

What is Augmented Reality?

AR is the ability to integrate and superimpose digital data into a real-time object, transforming them into a 3-dimensional experience. It is a blend of the digital and real world, where static objects come to life with the use of digital technology and blend in the user’s real-time environment. This is also how it differs from the concept of virtual reality (VR) where the customer is immersed in an artificial environment, whereas in AR, the environment is static and the visual is overlaid on it. Unlike VR, there are no bulky headsets needed for augmented reality. With new augmented reality apps releasing almost every day all you need is your smartphone camera to use them.

How does AR help in marketing?

The importance of Marketing is reaching newer heights every day, putting every company at a race to establish their stronghold amongst the audience. With the concept of AR gaining popularity, it only makes sense for companies to leverage on this boon to get closer to their audience by providing a completely immersive experience, especially through digital marketing.

Increased brand awareness –

As mentioned earlier, AR is a relatively nascent concept and when a consumer is introduced to AR, they undergo a unique experience. This helps increase brand awareness as consumers always tend to remember the moments of ‘awe’ encountered by them. AR, in online marketing, ensures better engagement through likes and shares with customers, leading to more exposure and increased brand recognition. The effectiveness of AR apps has been proven by fashion retailer Moosejaw when they launched an X-ray powered app to view their print catalogues. The App increased their sales by 37% and it got over 250,000 downloads. 

Increased customer engagement and experience –

According to studies, in online marketing campaigns which use AR Videos, people were seen watching it for a duration of 75 seconds when compared to normal videos, where the span was as short as 03 seconds. Leading brands like IKEA and Asian paints have been using AR to learn customer’s reaction to their products. IKEA’s AR app uses consumer’s smartphone camera to show how the furniture will look and fit inside their home. The app not only makes customer’s decision easier but it’s a fun way to experiment for them, leading to increased interaction and engagement in social media.

Using AR in marketing campaigns greatly improves customer experience since they have more information at their disposal and make decisions and transactions with ease. Using AR apps, you can save your customers from regretting their choices with the “try before you buy” approach. Stats suggest 40% of your consumers will be willing to pay more if they can experience it through AR.

Bringing reality and virtual together –

The ability to connect your digital marketing campaign to the customer’s physical experience in new and inventive ways is one of the major benefits of AR. For Eg: It combines digital marketing and traditional channels, allowing you to turn a print catalogue or brochure into a 3D digital experience by capturing it with your smartphone camera and superimposing details over it. This also fits with the concept of bringing static objects to life.

How to use AR in your marketing?

The primary use of marketing is to make eyeballs turn and capture attention and what better way than utilizing the latest tech? Especially in an era where attention span is alarmingly low, and videos garner more attention, why not utilize AR for video? Producing AR video content places you in a league ahead of the brands that are still contemplating how to go about it. The sooner you do it, the more engagement and reach you get. Your social media channels will improve, as this form of marketing is highly shareable. It can catch impulse shoppers – consumers who may not be intending to buy but require a gentle push. It can showcase how their life might be drastically improved with your product. What’s better than that? People are conceptualizing and organizing virtual live events, wherein you can be a part of a huge community or even someone’s journey, seated from your place!
Social Media Platforms like Facebook, Snapchat, Instagram etc., have integrated AR features in the form of 360 Videos, world lenses, filters that can be used by brands to market their products or services through online marketing. Brands have also gone a step forward in creating their customized AR apps that give the consumers insight into their own world. Applications of AR in social media marketing are numerous, making consumers’ interactions with brands quick, easy and interesting.
Social media has revolutionized marketing strategies. Snapchat, Instagram and Facebook use AR marketing to keep users engaged. For example, platforms like Snapchat use AR through filters. People of all ages think it’s cool and fun to doctor their images with dog ears, cat whiskers and floral headbands. This might seem a tad annoying at times, but hey, all of us have tried it at least once, haven’t we?

Augmented Reality is definitely a breakthrough and organizations need to act fast to leverage its benefits. Simply put, it is interactive entertainment that is yet to be used to its fullest potential. With organizations like Facebook, Google etc. continuously testing and enhancing this, and various software’s being developed to enhance the same, we can safely conclude that AR has a lot in store for us and is indeed the future of marketing.

5 B2B social media platforms every company should use in 2019 [Updated]

How crucial has social media become for a business? The answer is, as crucial as pouting has become for a selfie. According to a study, 83% of B2B marketers use social media. It has become every business’ go-to platform for staying ahead in the competitor league. Due to low costs, enhanced engagement opportunity, and excellent targeting capabilities, social media is preferred more compared to other marketing channels.

The awkward phase arises when you don’t know which platform is best suited for B2B companies. As much as you’d want to be on every platform, it isn’t sane to do so. You need to figure out where most of your target market lies, and get on those channels so that it would be suitable to target the relevant clients to do business.

Here, we’ve listed down the top 6 social media networks that every B2B organization should adopt for their business.

Source: B2B content marketing trends, North America.

1.LinkedIn:

LinkedIn, undoubtedly, takes the top spot on the list. If you are planning to start off with only one social media platform, make it this one. According to GetResponse, 44% of leads for B2B companies come from LinkedIn. Having 467 million professionals, it is one of the best platforms to gain information regarding your target market. LinkedIn is more than just jobs. You can connect with people, share blogs, articles, make contacts and build professional relationships. Also, B2B blogs get more traffic from LinkedIn when compared to Facebook and Twitter.

2.YouTube:

“A minute of video is worth 1.8 million words.”- Forrester Research. One of the best video sharing platforms- YouTube, ranks as the fourth most important channel when it comes to distributing content. 73% of the B2B organizations have seen a tremendous rise in their ROI due to video content. A lot of internet users believe that demonstration videos or service reviews are helpful when making purchases. It is one of the best video search engines for B2B organizations that help increase engagement and grow their customer base.

3.Twitter:

American Express is one among the many B2B brands that have outshined their business using Twitter. Having increased its word count to 280, Twitter is a platform where you could show the users how creative you can get with your content in 280 words or less. Almost 70% of B2B marketers use this platform to launch their products/services. Also, link clicks to a website mentioned in the tweet are much higher on Twitter than any other platform.

4.Slideshare:

Slideshare is the ‘silent watcher’ when it comes to content marketing. A lot of marketers haven’t tapped on its full potential yet because what they don’t know is that it receives 500% more traffic from business owners than most other social networking sites. It offers everything ranging from sharing presentations and videos to infographics and webinars. Slideshare also lets you analyze the reports to see what is working best for your business and what is not.

5.Facebook:

One important factor a marketer needs to understand is what type of platforms will work best for his business. Facebook is more functional for B2C businesses when compared to B2B businesses. According to Content Marketing Trends, North America, only 38% of B2B firms found Facebook effective in engaging their target market with relevant content. Facebook, in the majority, has a ‘vibrant’ audience compared to LinkedIn, where most people want to connect on a professional level.

Like there are different types of businesses, there are different channels of social media too. Choosing the wrong platform itself will drown your online presence in this highly competitive internet world. This makes it important for every business to take their pick wisely. It’s very simple- Pick, Create, and Engage! That is:

Pick the right platform. Create simple, yet significant content. Engage your audience.

Learn how Design Thinking can transform your business – Part II

Let’s quickly recap what we’ve learned in the 1st part of this two-part series:

What is Design Thinking?

Design Thinking is a solution driven problem-solving approach that tackles big ideas in a manageable way, to help you learn and grow.

Why have we adopted Design Thinking approach? And why you should too!

Design Thinking has transformed our view of the problems and questions we face. It has helped us step outside of the traditional boxes with visual thinking, creativity, and innovation in order to find new solutions to the same old issues. Plus, it can be easily applied to all industries irrespective of their size.

How can it help you grow?

  • By bringing the spotlight on the end-user (your clients/customers)
  • By harnessing the collective power of your team
  • By rebooting your business philosophy
  • By solving real business problems

In the 2nd part of the series, you’ll learn how to introduce the principles of Design Thinking to your daily operations, in order to transform your brand.

How can you become a Design Thinker?

The core of this approach is to think differently and to reframe the problems and solutions we assume we have the answer to.

By defining the right problem to solve. You can even try to visually represent the problem or scenario.

Establishing the proper amount of time for truly thinking through the work being done and measuring its merit as a viable solution to solve the challenge at hand.

By combining creative and critical thinking that allows information and ideas to be organized, decisions to be made, situations to be improved, and knowledge to be gained.

Gaining different perspectives is obviously important and this is where the cross-functional blending of teams adds real value.

It’s important that many solutions be ideated no matter what the problem at hand is and be careful not to overanalyze each idea.

No Judging and criticising thoughts and ideas should be allowed in a brainstorming meeting. Vocalize this rule from the start with your team. Help people feel comfortable to speak up and say anything.

Encourage the practice of mindful thinking by giving your team enough time to prepare pre-meeting and some time for reflection post-meeting. Did you know that Google formally allows 20% of their employees’ time to think and do their own thing? That says a lot about the value of thinking.

A design-centric culture begins by having a strategic intent and broad commitment from an organization’s senior leadership, including at the executive and board levels.

To make design a driving force within a company, everyone—from executive leadership to engineering, marketing to sales—should receive training and coaching in design thinking, whether it be in-person workshops or online courses.

Pro-tip: How we do it!

We’re traversing from our earlier focus on design thinking to design doing, where we relentlessly focus on the end-to-end customer experience. This means that before anything gets built, the whole team—designers, strategists, SEO specialists, account planners—interacts with your brand and its customers, to ensure that the team understands the problem well, and together, they design the best solution.

Learn how Design Thinking can transform your business – Part I

In the 1st part of this two-part series, the prime questions we’ll be addressing are What is Design Thinking? Why we’ve adopted Designing Thinking in our organization and why you should too. And of course, how can it help your business grow!

What is Design Thinking?

“A brainstorming process that promises to help tackle big ideas in a manageable way.”

“A formal method for practical, creative resolution of problems and creation of solutions.”

“It’s a mindset focused on solutions and not the problem.”

Many definitions, one purpose – to help you learn and grow.

Why have we adopted Design Thinking approach?

Over the years, we’ve adopted different elements of the Design Thinking approach and have become really passionate about it. You know why? Because it works! And not just for tech or design industries. Think – government, health care, financial services or non-profits. Any field is potentially ripe for this kind of innovation.

Design Thinking has transformed our view of the problems and questions we face in our world. It has helped us step outside of the traditional boxes with visual thinking, creativity, and innovation in order to find new solutions to the same old issues. Maybe it’s not even about problems; maybe it’s about finding a better way.

https://www.rushrepublic.co/creativity-brand-development/

How can it help you grow?

Brings the spotlight on the end-user: You’ve probably heard it multiple times but here goes again. Once you get in your customers’ shoes, you can hit the ground running. At the core of this problem-solving approach is empathy for customers. The goal is to develop useful products and solutions that fit the needs of the user, not the other way around.

Harnesses the power of collective: Our brands are built by our stakeholders – employees, executive and customers alike. A key takeaway from this principle is to build multidisciplinary teams that have the potential of bringing different perspectives and opinions to the table. This helps us break out of our respective fields to leverage our collective wisdom, experience, and expertise.

Rebooting Your Philosophy: At the heart of this approach is the rhythmic process of – design, test, and iterate. It allows you to have those completely unexpected breakthroughs by creating several rapid prototypes and encouraging fast feedback from actual users and customers before spending too much time, effort or money on any one idea.

Solves real problems: Design Thinking isn’t just creativity and innovation for its own sake; it’s specifically directed at creating value and solving problems. But instead of going about either of these in the traditional ways, Design Thinking seeks to use design principles to solve problems, from small to large, in almost any industry.

It can be challenging to implement at a more established company where process and systems run amuck, but the benefits outweigh the process of cutting through all the red tape. And for small business owners, a design thinking culture is yours to create and lead.

In the 2nd part of the series, you’ll learn how to introduce the principles of Design Thinking to your daily operations, in order to transform your brand. Stay tuned!

Strategy- Media Planning

Website Design in 72 hours: How we do it!

We believe that a 360° strategy is the best way to address user experience and get the website right the first time. It is both the face of your company and a brand connection to anyone who doesn’t visit your offices.It might be the only touch point for the majority of your potential customers and employees. That’s why we have developed a system to power through your website development process.

Stage 1: Planning

All our projects start with a Questionnaire, where we get to understand your brand story, vision, requirements, and expectations. Next, we decide the scope of work based on website components including design, technical, and business. Simultaneously, we identify your end users and interview them about their experience and interactions with your brand.

Stage 2: Research

In the next phase, we carry out a complete market research of your industry to understand your competitor strategy and customer awareness. Your current website is also reviewed and goals of the new website are established along with a roadmap of future value-added services. The resultant Mood Board reflects the aspirational look and feel of your branded website.

Stage 3: UI/UX Design

The first step towards designing user interactions and experience is empathizing with the user. Based on information collected at the research stage, Personas of your end-users are developed. This helps us in visualizing how the users will navigate your website and what they will find useful. This is followed by a creation of complete tasks list. In the end, a site map and wireframe start taking shape.

Stage 4: Content Design

After a complete review of your existing website, a new content strategy is developed. The most important points and high-level messaging is identified so that your website has a clear value proposition for the users. All content and messaging are made consistent with your brand messaging and brand story to reinforce who you are and what you have to offer in a way that connects with people.

Stage 5: Graphic & Motion Design

Drawing inspiration from the Mood Board, high-end visuals are selected to amplify the message on your website. That means spending time choosing imagery and creating graphics that fit the visual narrative, not just dropping in some stock photography. At this stage, multiple look and feel options may be provided so you can select which is best suited to your brand.

Stage 6: Coding & Development

Once the wireframe, sitemap and the visual look and feel of the brand are decided, the next step is to make it HTML friendly and interactive. The website can be coded from scratch, or an existing CMS can be customized so that content is updated in-house and has a reasonable setup and maintenance costs.

Stage 7& 8: Testing& Redesign

The site is tested by developers across devices and browsers to ensure accessibility for all. At this stage, stakeholders and potential users can test the features and functionality of the website. Based on their feedback, the final changes are made to the website design. Any technical bugs in coding are detected and fixed.

Stage 9: Site Launch

Simultaneously, arrangements are made for domain registration and hosting. After rigorous testing by our expert team, the website is ready to go live with your final approval.

Stage 10: Support

Once the project is complete, that’s to say that all the modules or phases scoped are complete, we continue to iterate on design and development. Especially, the development and management of successful content never end. We always make contingency plans to accommodate inevitable changes encountered along the way.

So now that you know how we design and develop websites, we leave you with this.

Creating a website is definitely an investment of time and money, but when executed well, it can easily pay off in customer conversion, employee attraction, brand amplification, and sales process automation.That’s why you should consider a consultative partner rather than a vendor. Ultimately, choosing a partner is as much about choosing the process.Thus, building a website with us means overcoming technological and organizational obstacles as well as avoiding compromises that could weaken the integrity of the overall vision.

Beginner’s guide to Search Engine Optimization – Part II

In the first part of this 2 part series, we learnt –

What is SEO?

“The process of maximising visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”

How do search engines work?

By crawling and building an index, search engines go through the billions of interconnected documents on the web through HTML Links. So when a person performs an online search, the search engine goes through its database and shows results that are relevant. Getting featured on top of the results page provides both, traffic and also reinforces trust worthiness of the website.

How do people use search engines?

When users experience the need for an answer, solution, or information, they type in a set of words or phrases. After browsing through the results, the users either find a solution or perform a new search with alternative keywords. So while computer-generated algorithm tries different parts of the internet together, the searches are performed by humans. To maximise leads to your web page you must understand users first, and search engines optimization second.

The big question we’ll be addressing in the 2nd part of this series is

How can you optimise your web page?

Let’s consider the On-page and off-page factors that bring relevance and popularity to your website.

On-page factors

As a first step, it makes more sense to start with on-page SEO and get it right, rather than trying to convince search engines to give you better ranking with off page SEO. Ask yourself these questions to optimise your web content, architecture and HTML output.

Content – Is the content original and copy checked? Does the content have enough descriptive text? Is the content well researched with references? Do you have a clear publishing strategy?

Architecture– Can search engines easily “crawl” pages on site? Does your site work well for mobile devices? Does the site load quickly? Do URLs contain meaningful keywords to page topics?

HTML – Do HTML title tags contain keywords relevant to page topics? Are they unique for each page? Do all images have defined ALT tags? Are the image filenames descriptive? Is the text properly formatted and split into small paragraphs?

Off-page factors

One of the factors that determine the position a web page will appear in the results is the number of incoming links. Optimising such links is called Link Building. While incoming links are a signal of trust, depending upon where they are coming from, they can also affect your ranking position.Positively if the links are coming from well-known and trusted sites or negatively if they are paid links, article directories, link farms etc. When optimising off-page SEO, ask yourself these questions.

Trust –Will links and shares make my site a trusted authority? Has my site or its domain been around a long time, operating in the same way? Is my content ad-heavy? Do visitors spend time reading or “bounce” away quickly?

Links – Are these links from trusted, quality or respected web sites? Do links pointing at pages use words you hope they’ll be found for? Do many links point at your web pages? Have you created links by spamming blogs, forums or other places?

Social Do those respected on social networks share your content? Do many users share your content on social networks?

Once you have successfully answered these questions your website should have moved up in search engine ranking. To sustain the effort, keep the following pointers as a shared check-list between your web designer, developer and content creator.

  • Build your site with a clear hierarchy and text links.
  • While multiple text links to internal pages or external websites can add credibility to your site, overdoing it (with hundreds of links on a page)may result in not getting all of the links crawled and indexed.
  • A link earlier (higher up) on a page carries more weight than a link lower down on the page.
  • Leave no page orphaned, i.e., every page should be reachable from at least one static text link.
  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  • Your most important content should be in HTML text format. Images, Flash files and other non-text content are often ignored or devalued by a search engine.
  • Produce fresh content regularly.
  • A link earlier (higher up) on a page carries more weight than a link lower down on the page.

And always remember, search engines need to see content in order to list pages in their massive keyword-based indexes, but they need to see links in order to find the content in the first place.

Beginner’s guide to Search Engine Optimization – Part I

If you’ve been told that SEO is the new kid on the block who only be friends the tech savvy, this article is for you.The concept of Search Engine Optimization has existed as long as search engines like Google and Yahoo have.

Whether you’re an entrepreneur looking to break the clutter of the internet age and gain visibility or a corporate giant innovating new ways of reaching your target audience, SEO is sure to add value to your digital profile.

So, what is SEO?

“The process of maximising visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”

When we think SEO, words like free, organic, editorial or natural come to mind. On the other hand, you may think Pay-Per-Click (PPC) ads, Adwords and Analytics. Let’ be clear – It takes more than technical knowledge to improve rankings, drive traffic, and increase awareness in search engines. Creative implementation and iterations are required: of the content on your page; of the external links on the website; of the site structure, to be understood by search engines. If all this seems a bit overwhelming, don’t fret because you’re not alone. Read on to understand the world of SEO and we’ll help you implement it in your strategy.

The two prime questions we’ll be addressing in this 2 part series is

How do search engines work?

We all readily agree that search engines like Google, Yahoo, Bing, are the primary method of navigation for most Internet users. But sometimes it is easy to forget that search engines are also unique in that they provide targeted traffic—people looking for what you offer.

So if search engines cannot find your site, you miss out on incredible opportunities to drive traffic to your site. The first step towards implementing an SEO strategy is to understand the functions of search engines.

  1. Crawling and building an indexSearch engines have a process in place, to go through the billions of interconnected documents on the web. Enter, HTML Links. These bind the pages on the web together so that they are easily navigable and stored in databases within seconds.
  2. Providing answersWhen a person performs an online search, the search engine goes through billions of documents and does two things: first, it shows results that are relevant; second, it ranks those results according to the popularity of the websites.Popularity and relevance aren’t determined manually. Instead, the engines employ mathematical equations (algorithms).

Expert tip: Being listed at the top of the results page not only provides the greatest amount of traffic but also reinforces trust worthiness of the company or website.

How do people use search engines?

Once you grasp what your target market is searching for, you can more effectively reach and keep those users. The words that users type into the search box are called Search Queries.

There are three types of queries most of the internet users carry out –

Transactional Queries Looking to do something, such as buy a plane ticket or listen to a song.

Informational Queries Looking for information, such as the name of a band or the best restaurant in Chennai.

Navigation Queries Looking for a particular place on the Internet, such as Facebook or the homepage of the Indian Premier League.

A typical search journey on the internet looks like this –

  1. Experience the need for an answer, solution, or information.
  2. Formulate that need in words and phrases – the Search Query.
  3. Enter the query into a search engine.
  4. Browse through the results for a match.
  5. Click on a result.
  6. Scan for a solution.

7a. If unsatisfied, return to the search results and browse for another link or

7b. Perform a new search with alternative keywords.

So while computer-generated algorithm tries different parts of the internet together and makes the World Wide Web navigable, the searches that matter are performed by humans. So the way to maximise leads to your web page is to understand users first, and search engines second.

Recent Posts
Recent Comments

Want to implement what you read?