Category: Search Engine Optimisation

iPaaS – All the you need to know about it
iPaaS or Integration Platform as a Service is a hosted service by a third-party software vendor, who delivers infrastructure and middleware to handle all the company’s data integration requirements. Generally, data integration happens between cloud applications or between a cloud and on-premise application.

iPaaS provides a single platform for data integration, which allows to eliminate the need of huge manpower or specialised software to do manual data entry. Another advantage of iPaaS is simplified software multitenancy. Earlier cloud design models a single instance of a running software application, but with software multitenancy, a single instance can use resource sharing.

Automation of data integration through iPaaS can provide numerous benefits which include;
- Integrating systems through iPaaS enables to share data between teams ensuring they are working with accurate data. The result is that staff can spend less time questioning ‘which data is right?’ and more time taking action on the right data.
- An iPaaS automates the integration process, putting data standardisation and governance procedures in place.
- An iPaaS can connect systems in hours, not days or weeks, resulting in faster time to ROI on a variety of product, marketing and sales efforts.
- Connecting CRM and marketing automation through an iPaaS can eliminate duplicate records and speed up data flow so sales or marketing follow up is more timely and useful.
- iPaaS solutions are targeting business users, who need little or no coding experience to use the platform. As a result, accountability for marketing data integration, campaign execution and results flow in a straight line through the marketing organisation.
- iPaaS solutions are scalable and can manage the growing volume of customer data now being collected by businesses – from SMBs to large enterprises. By automating the integration process, data moves faster into marketing campaigns and sales pipelines, enabling more agile business strategies.
When evaluating iPaaS solutions, your business needs to answer the below crucial questions. This will help you pick the right type of integration platforms meant to solve your specific business needs.
1. What is the project requirement? Do we require a single application or an enterprise-wide solution?
2. What does the application function look like? What is the use case for the iPaaS? Is it to streamline a process or do you have a dynamic infrastructure for your iPaaS deployment need?
3. Who would be the key users of the iPaaS system? Will they be coders or data scientists? Do all these users sit at central location or users are located in different locations with different skill sets? Do all these users require coding experience to use the platform?
4. Will the multiple projects be supported by a team of limited IT resources? Is the self-service option available to a group of users?
5. Does the platform support various connection protocols and data/messaging delivery styles?
6. Are you transitioning from a legacy system or converting all the platforms to a centralised environment? Are you developing an entirely new system?
7. What will be the overall cost of the integration platform over time? How many users are required to maintain this platform? What is the amount of training needed for the user to extract maximum benefit from the system via processes like integration flows?
These questions would let you decide what type of iPaaS would generate the best ROI for your business.
1. Are you a small business owner or a big enterprise stakeholder? Do you want a scalable system?
May 18, 2018
Google Duplex to have built-in disclosure about its ‘Bot’ status

Google’s recent update created quite a stir when it unveiled the AI based Duplex system at the I/O Conference 2018. The system can actually make phone calls in a human voice for tasks like booking a movie ticket or booking a restaurant table. Instead of the reactive chatbot conversation utilised in customer support functions, the Duplex is designed to be more proactive voice assistant to the users.

However, with this news came a public outcry against the ethical implications associated with Google Duplex. The AI-based system will have voice like capabilities to book an appointment on behalf of the user. This has been criticised as it is prone to hacks and abuse. Google has been quick to refute these criticisms by saying that a fully working product was not yet developed. They also mentioned that the AI human-like voice will positively identify itself before making these appointments. This in-built disclosure is said to be a hopeful answer to the ethics and privacy concerns shared by people world over after its CEO Sundar Pichai launched the product on stage at the 2018 annual developer conference.

The concern about the AI based Duplex System

Google employs Deep Mind’s new WaveNet Audio Generation technique to mimic a human voice and carry out the scheduling tasks over phone calls. It doesn’t identify itself as a human bot and purposefully trick a person on the other line (for example a receptionist at a haircut salon or the restaurant manager) with surprisingly effective human voice, complete with natural ticks like ‘umm’ and ‘aahh’!

This caused significant outrage from general audience and the followers of the I/O conference the world over. They feel that such AI systems are being created without appropriate regulation or protocols. Tech critics have gone on to say that the development is not positive and the lack of alarm demonstrated by the audience seems troubling.

The workaround to this dilemma

Google has mentioned that transparency in technology is critical. Hence, it will take all steps to ensure that an in-built disclosure is prompted before the conversation. They also said that the demonstration in the conference was an early product demo and is not a full-scale product awaiting launch. Readers would recollect that on-stage, the product demo consisted of a pre-recorded phone call to showcase the product features to the audience.

Another blog from Google Engineers Yossi Matias and Yaniv Leviathan mentions that Google’s prerogative was always on delivering the best customer experience with this product. They wanted to make it clear about what the call’s intention will be so that users and businesses can recognise the value of the system. They wrapped up by saying that Google is yet to figure out how to eventually roll it out and has been testing with quite a few experiments to integrate it with its voice technology based Assistant platform.

What are your thoughts on the Duplex system that makes phone calls on behalf of the users in a human-like voice? Do write in with your comment and let us know.

May 17, 2018
Focus Your SEO Efforts With Targeted SWOT Analysis
Search Engine Optimization is a crucial necessity for every business venture today. From colossal enterprises to upcoming startups, no organisation can ignore the significance, benefits, and need for targeted SEO. However, the entire situation gives rise to confusion and critical thoughts. We know that SEO is important and critical to the success of an enterprise. But, do we know where and how to start?

A targeted approach

Most of the companies devise effective SEO strategies and plans. However, their strategies aren’t in place, and the implementation isn’t quite proper. While investing in SEO, business owners should have organisational goals in mind. Putting efforts in an avenue that fails to deliver the desired results isn’t a smart decision at all. Here’s a quick look at the crucial possibilities along with a comprehensive analysis of Search Engine Optimization.
1. Aligning business goals with SEO
As a dedicated and ingenious entrepreneur, you will surely wish to make the most of available resources. It is highly imperative to align your business goals with SEO strategies and plans. That will give you the opportunity to revise marketing plans, simplify existing strategies, and ensure successful SEO. Whether yours is a global or a local venture, aligning business objectives with SEO efforts seems to be a prime requisite.
1. SWOT analysis
When it boils down to analysing your SEO efforts, you might come across quite a few procedures and methodologies. Since the SWOT analysis is proven, effective, and result-driven, it’s beneficial to rely on it. The acronym stands for ‘Strengths,’ ‘Weaknesses,’ ‘Opportunities,’ and ‘Threats.’

Explaining SWOT

Every business has to deal with these important factors, and their organisational efforts would remain incomplete without SWOT analysis. The entire structure is represented in a unique way where all the four aspects reflect the facets of an organisation. While ‘strengths’ and ‘weaknesses’ talk about a venture’s internal growth and establishment, it is ‘opportunity’ and ‘threats’ that reflect external situations. A successful venture has to strike a balance between both these worlds to strengthen their respective organisations.

SWOT analysis of SEO efforts

If you wish to identify the effectiveness of your SEO efforts, it will be imperative to perform a streamlined SWOT analysis of your business. Make sure you find out the highlights and pain points. The discussion and assessment should be based on your business’ performance, which is well reflected on the official website. Here are some of the guidelines and parameters to help you:
- Strengths: Your industry expertise, experience, and market-relevant knowledge are some of the favourable aspects of your organisation. These are the strengths that will take your SEO efforts to great heights.
- Weaknesses: Poor rankings and inappropriate keywords are some of the pain points for a business website.
- Opportunities: You can improve the existing ranking by creating useful content and effective marketing strategies.
- Threats: The existing market competition gives rise to a highly challenging and difficult situation, which can be dangerous for your organisation.
These tips for effective SWOT analysis will surely help you target and streamline your SEO efforts.
December 8, 2017
Google Promotes Local Search And Lead Generation In ‘Google Home’ And ‘Google Assistant’

‘Google Home’ and ‘Google Assistant’ has come up with innovative local search procedures. With its efforts in working with local home service providers such as ‘Porch’ and ‘HomeAdvisor,’ effective interactions will become easier than ever. If you are using a platform where ‘Google Assistant’ is available, you can ask for the services of local contractors. Say, for instance, the request goes like this ‘Ok Google, find a plumber for me’. The command gives rise to structured information which further generates leads and helps you contact the local service provider.

Things to note

Right from the point of its introduction, this particular feature has garnered considerable attention. Local home services are of paramount importance for every family. The traditional search procedure involved breezing through business listings and looking for appropriate services. With Google taking the search procedure one step ahead, things will inevitably become easier for those looking for such services! Here are some of the highlights you should be aware of:

1. Refined leads: Users have the opportunity to go through inexplicable user experience. If they are looking up popular directories such as Angie’s List or ‘IAC-owned Home Advisor’, users will have the opportunity to build connections through a phone. They can also get a comprehensive list of pre-selected contractors. The presence of structured conversations and targeted Q&A refines the leads to a great extent.

2. Highly structured: This new feature rolled out by the company strikes a perfect balance between structured communication and lead generation. The benefits are diverse and bidirectional. Users will get in touch with appropriate service providers, and search results will get structured and streamlined to a great extent.

Crucial points

As the largest and most popular Global network, Google never fails to surprise its followers. The feature launched by the company is a significant step towards successful interactions. Google’s association with ‘Porch’ and ‘HomeAdvisor’ will undoubtedly bring unique opportunities for individuals. Those looking for local services will have the best chance to get in touch with popular contractors.

What is of great interest is that the search process takes place through structured Q&A. That streamlines the entire search process. If you are planning to leverage this feature, here are some points you should know and note:

· Prioritisation: Google needs to come up with crystal clear explanations about the significance of HomeAdvisor and Porch. It is imperative to understand how both these platforms will be prioritised.

· Third party directories: Google needs to be specific about the involvement of 3rd party directories. It’s also unclear whether Google will demand a share of the prices or just collect a ‘toll.’

· Personalised results: Through this particular feature, the company aims at producing personalised search results. Users will get customised and personalised information on targeted home services.

There’s no denying the benefits and advantages offered by this new feature. As far as the functionality and user experience goes, we have to wait and watch how it works!

December 7, 2017
How to Make Competitors’ Keywords Work For You

Keywords are essential success drivers for any paid search campaign. You need to invest a lot of time and efforts to ensure that you target only those keywords that readers use in their search query. For this labour intensive effort, you need to go through an elaborate process to ensure good results. We say why go through all this when your competitor has already done the heavy lifting for you?

Yes, we are talking about making the competitors’ keywords work for your paid search campaign.

Learn from your competitors

Yes, they have put all their sweat and blood to establish their online business by finding the correct keywords to engage with their target audience. So, they know what works and what fails. It would be great if you too had that information, isn’t it?

Here are few details on how you can use your competitor’s keyword research.

1. Analytics

The main ingredient for paid search is analytics. The key to any paid search strategy is great analytics. Without analytics, it is difficult to understand which keywords produce the most favourable conversions and sales.

Both Bing and Adwords make it pretty easy to monitor conversions through actions like submissions, callbacks, chats, or offline purchase. However, the focus should be on tracking the conversions when you are checking the performance of keywords taken from the competition. This will help you know which keywords are working for you and which aren’t.

2. Competitive Research

How are the competitors getting success? Based on their ad copy, testimonials or just keywords is winning the game?

You never know which keyword works for the rival and what doesn’t work. They might be getting success based on an ad copy, testimonials or just keywords. Even if it is the keyword which is working for them, you would never know which ones are bringing results and which ones aren’t.

So, with the competitive analysis tool, you can know the exact keywords of your competitors. You just have to use sites like SpyFu and iSpionage. Here, you just enter the domain, and you will be suggested with a list of keywords that your competitors are using. After that, you can choose which keywords can add value to your business. This will help you know which keywords will generate value for your business and give returns on your paid search bidding.

3. Copying the Best Keywords from competitors

If you want to use their keywords, you should know which keywords are adding value, and which are not. This can be done through allocating a small portion of the PPC budget to testing. This is the last stage of extracting value from competition’s efforts into keyword research. You can try out news ads, and see how these are performing to make sure that your yields from these activities are worth the effort.

Once you are aware of your competitor’s keywords, you can build ads and use a portion of your paid search budget for testing. It will take a little time and hard work to grow your business. But you will beat the competition if you know the strategy.

November 24, 2017
Why educating your clients is important in SEO?
SEO is an intricate organic search enhancement campaign. Much of its inner working is restricted to a handful of people in Google. Hence, it becomes difficult to make clients understand why we are doing what we are doing in SEO. Additionally, with growing algorithm updates, things do get a bit blurry about how organic search is influenced. One crucial aspect of getting the SEO objective to meet with the end result is client education.

The need for client education

It is pertinent to note that as digital marketers, our in-depth domain view of SEO is radically different from the superficial view of our clients. That is why they hire us in the first place! So it is important to make them understand why specific target keywords will work and other keywords won’t work or might delay in bringing the expected yields from organic search. We strongly feel that if the clients do not know how Google works, or how keywords are needed to their business success, the partnership of the client with the SEO vendor will be a shaky one.

The need to match expectations with the SEO functioning

We see a lot of clients coming with a general query “My competitor is ranking for xxx keyword, make my brand rank too for the same”. It simply doesn’t work that way. The competitor may have employed some other online visibility boost technique which might be different from what we may be doing in-house.

For instance, in one case we saw that the competitor was ranking high on a particular keyword simply because he had employed PPC to grow using paid search. It would have been impossible to replicate the same outcome using the organic search objectives of SEO. Also while some keywords may land impressions, it may not generate leads or business. Hence, the client and SEO agency needs to sit together and brainstorm about the objective of the entire campaign and then target keywords based on the goals set.

What to cover in client education?
1. The first few sessions of brainstorming need the SEO agency to explain the difference between transactional, informational, or local search queries.
2. Explain how the key intention would not be to simply bring in traffic. A better-worded objective would be to bring in quality traffic that actually converts to better business online for the client
3. Share the process of narrowing down keyword based on performance and competition and how you would be going after a particular set of keywords
4. Based on the keywords targeted provide information on what is the expected timeline for the campaign to start delivering results.
It is obvious that a bit of effort is needed at the beginning of the relationship to make the client understand what can be achieved and what cannot be achieved when you go after a handful of carefully chosen keywords. This way, there will be almost no scope for disappointment later on.
November 16, 2017
Siri, Safari and Google search: Updates for the Digital Marketing Industry

A few days back, the digital marketing industry was abuzz with developments made by Apple in its browser Safari and its personal assistant Siri. The changes made in both the products are really significant and can have far-reaching consequences for digital marketers.

Firstly it informed that henceforth the search results on Siri would be provided through Google. Previously the results were generated by Bing search engine. It is interesting to note that the change is for both: voice search and mobile, therefore it can have major implications for SEO’s regarding their marketing strategies.

Equally startling are the updates for Apple’s Safari browser. Apple has taken a strong stand on consumer privacy by introducing severe new measures to protect it. Henceforth Safari users will not be tracked for more than 24 hours through third-party cookies. Now, Digital marketers will have to think heavily and re-strategise their marketing campaigns to suit the new changes.

As search results via Apple’s Siri will move to Google, the traffic of the search engine will rise drastically. The main reason for the switch by Apple was that it wanted to provide a consistent search result as Safari results are already generated through Google.

How does it change the digital marketing industry?

As the number of searches on Google will rise and there will be a decrease in Bing searches, Digital marketers will have to re-allocate the budgets accordingly for paid searches. Also in the organic searches, for Siri to select your content, it’s important to provide a relevant answer to a query.

It could mean a tremendous shift as to how search marketers optimise for Siri, but the fundamental principles of Mobile SEO and the voice search remain the same.

Changes in Safari

The major changes in Safari for digital marketers are Autoplay blocking, Reader mode and Intelligent Tracking Prevention. With Google also moving in the same direction as Apple to protect consumers and their privacy, it is imminent for Digital marketers to search for innovative solutions to protect their clients’ interest and their own businesses.

What’s the solution?

The position of mobile SEO has significantly increased among the digital marketers due to these steps taken by Apple. It wants to be at the forefront in providing consumers seamless and fast loading content. Also, Apple wants to inform everyone that the content it serves is very much demanded by consumers and they are happily engaging with it.

The revolutionary sounding concepts may worry many SEO’s who may be new to these concepts. But it is important to understand that SEO transgresses many marketing disciplines and there is nothing much to worry about these new updates. By embracing the new ecosystem – where the consumer is king and has many privacy protection options available to him, the digital marketers will have to create wonderful experiences for users that can generate heavy engagement from them. If they accomplished this task correctly, they are in for significant gains in the long run.

November 9, 2017
Move over B2B and B2C; it is the age of P2P now

Person to Person (P2P) Marketing is an interesting topic worth exploring for all digital marketers. Instead of clubbing your customer segment into Business to Business (B2B) or Business to Consumer (B2C), a saner approach in today’s times of digital marketing uncertainty and trust issues is to go for a human essence in interactions. This is precisely what P2P marketing entails.

Why is the P2P approach necessary?

The right approach to interacting with customers is at the core of P2P marketing. And why would this be important? Precisely because businesses don’t drive a brand’s success, people do. So rather than going on and on about the brilliance of your product, P2P marketing concentrates on letting your audience know the answer to one crucial question they may have

“What’s in it for me?”

P2P Marketing tries to bring out a lucid and clear answer to this question and communicate it in the right way to your target audience.

Why now?

Remember how radio took a whopping 30 years to reach an audience of 50 million? Well, Facebook did 100 million in just 9 months! That’s the power of social we see around us today. Audiences today are connected, vocal, and social – across the world. And this is a power in the hands of the customer we simply cannot ignore. Most of the buying decisions now entail going online, checking reviews, talking with friends, and then making a decision. Hence P2P marketing – i.e. a personal interaction with the customer is an excellent fit for the evolving dynamics we are seeing around us.

How to enable P2P?

The below interesting pointers will guide you in making that personal connection with your customer to drive greater brand success:

1. Give a human face to your brand

While it is hard to break away from business jargons and terminologies, it is still doable. Instead of focusing what you do, focus on how your customers will benefit from it. This way, customers will come to know why they should go with your product/ services and not your competitor’s. Remembers it’s all about re-wording your business proposition in an easy to understand perspective.

2. Connect where your customers are

Customers need a platform on which they see that they can impact a brand’s decision. Instead of going round and round in consumer redressal forums or other forms of dispute resolution, they want a simplified way to resolve their pain points. Social media offers brands to carry out this task with incredible effect. By being present online and responding to their customers’ posts in real time, you not only prevent an issue from snowballing to a major PR catastrophe, but you also show other customers how quick and nimble you are in customer servicing.

3. Upgrade your metrics for P2P

Traditional success metrics in digital marketing won’t just cut it for P2P. You need to employ more targeted approaches that can accelerate the P2P campaign success. Some ways to do this is by having live stream events, doing personalised Q&A sessions, and surveying for NPS scores.

Today when privacy concerns are high, and ad frauds are on the rise, it is this crucial element that can connect your business to the success it deserves. Go on, try out P2P marketing and let us know in which ways you will be adding this essence to your overall digital marketing mix.

October 26, 2017
Attribution Model Comparison tools – Features and How to Use
Model Comparison Tool is an instrument that runs on a set of rules helping define the impact of the selected attribution towards the assessment of marketing channels. This tool is efficient in comparing three attribution models simultaneously.

Comparison Purpose

Before we cover the ‘how to use’ segment, it is essential to answer, ‘why to use’ this mechanism? As businesses, it is vital to understand customer behaviour towards your product and on what rate are they converting into buyers? Complex as this seems to understand, determining this conversion time can help you evaluate your conversion strategy leading to better sales.

How to Use?

While presumption is one part, outcome is another; the key is to experiment. Based on the consequences and decree given by the model, raise/drop investments on a channel and scrutinize the result produced (in data).

Based on the business and marketing objective, use an attribution model to evaluate the channel performance.

This process is like so:
- Pick an attribution model
- The tool calculates conversion rates as per rules
- A table with Conversion Value (no. of conversions) for each channel is shown
For example, take Google Analytics Attribution Model, which produces a result like shown in the diagram below. You observe that the greater the path length number, the lower is the conversion value; 1 being an ideal number to achieve.

Image source: PracticalEcommerce

Categorization of Attribution Models

There are two types of models to choose from, Default and Custom. While Default has preset rules, you can modify rules according to your preferences with the Custom model. This is a tailor-made feature which helps you define your assumptions more accurately and study the resulting conversion path data. Google Analytics offers 7 default and 10 custom attribution models.

Image source: PracticalEcommerce

We see in brief the features of each default models below:
1. Last Interaction
Last channel used by the customer receives 100% conversion value.
1. Last Non-Direct Click
The last promotion (campaign) gets 100% conversion value only when the previous channel has Direct Traffic. In other scenarios, the model works like Last Interaction.
1. Last AdWords Click
Latest AdWords ads are given 100% conversion value. This is most apt for Paid Search channels.
1. First Interaction
Unlike previous three models, First Interaction gives 100% conversion value to the first channel that the customer uses.
1. Linear
As the name suggests, this model gives equal weightage (equal conversions) to each channel.
1. Time Decay
Largest fraction of conversion value is given to the closet channels, while the channels in the lookback window receive comparatively lesser portions.
1. Position Based
This model is an amalgamation of First and Last Interactions.

Understanding with an Example

Day 1: Customer clicks AdWords Ad

Day 7: Customer returns via the link on social media

Day 7: Customer re-returns via an email promotion

Day 7: After a few more hours, customer visits website directly and makes a purchase

With the Conversion Value of 100, patterns for each of the seven default models will be like so:

Image source: PracticalEcommerce
February 17, 2017
Using keywords for SEO just got easier with this guide
Choosing the right keyword is the first thing digital marketers should keep in mind before rolling out an online campaign. Millions of people worldwide count on search engines in order to seek information about different product or services online. Keywords play a significant role in your content marketing tactics as they help your audiences discover the specific information that they are looking for in popular search engines like Google or Bing.

Picking the right keyword makes your business more visible on search engines besides making it easier for your target customers to find you out. Consequently, your website starts attracting more organic traffic, thus, improving your SEO ranking on Google.

How to Pick the Right Keywords?
1. Make a list of keywords relevant to your business: The most important task is to find out suitable keywords for your niche. If you know your target audiences well, you will probably have an idea of the standard keywords used by your target audiences for searching your products or services online. Besides this, you can try out the following tips to generate keywords for your content.
- To get an idea about additional keywords, type some standard keywords on your search engine to find out comparable common searches.
  Source : Social Media Today
- Reassess the data of your search engine ad campaigns to find out the best performing keywords.
- Use Google Analytics to track different forms of traffic such as— paid, organic, social and referral traffic from search engines. By analyzing your historical data, you can easily identify the keywords that your visitors use for coming to your site.
- Identify monthly search statistics by leveraging keyword research tools such as Google’s Keyword Tool or SEMRush. Such tools help you identify other keywords by analyzing your website and the keywords frequently entered by you.
2. Analyze the keywords used by your competitors: Keywords used by your competitors may not be important or relevant to your business; however, analyzing the keywords that your competitors are using for improving their site’s ranking is an effective way to assess your list of keywords. Moreover, you should not avoid the keywords that are being ignored by your competitors as those keywords can help you significantly in improving your rank.

Source : Larry Maguire

Choose Long-tail keywords: Using long-tail keywords to write your blog content can lead to a momentous increase in organic traffic to your site. Long-tail keywords (consisting of 4 or more words) are keyword phrases used for describing your product or services to your consumers more accurately. Since such keywords are rarely used by other brands, they help you get higher rankings with ease. Google’s Autocomplete Keyword Tool can help you identify popular long-tail keywords.

Source : Social Media Today
- Pick General Keywords: These are one-word keywords that denote generic terms used by people for searching information. Though general keywords help generate significant traffic, they are at the same time extremely competitive and hence, costly.
- Use Keywords That Are More Specific: In order to use keywords relevant to your business, you should emphasize on keywords having at least two to three-word phrases as they are more precise than one-word keywords, and also bring more traffic to your site.
- Use Low-competition Keywords: The traffic generated from competitive keywords can prove to be a costly affair; thus, it is advisable to find out low competition keywords which are easy to compete for and can easily translate into conversions.
Once you build your list of keywords, it’s time to optimize your website and its content by using the relevant keywords so as to be more visible on search engines. However, building your keyword list is an ongoing process; thus, it is imperative to improve your list by identifying new keywords relevant to your niche, on a regular basis.
December 2, 2016

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