Digital Marketing Career in AI era

By | November 17, 2017

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

As promised, here I am with one more interesting topic – How Artificial Intelligence will effect the Digital Marketing & Career path in Digital Marketing. I believe this is something we as digital marketers are more interested to discuss & want to know about.

AI & Digital Marketing

Artificial Intelligence & Digital Marketing, Image Credit : Pixabay

I will try to share my thoughts on this topic by covering different aspects/areas where we work in our professional life as digital marketer which I think will make it more easy to understand & relate to.  I believe that AI is & will effect digital marketing starting from SEO, Paid advertisement, Email Marketing, Landing Page optimization, Content Creation to Conversion Optimization.

Marketing Automation Tool 

To start with, we are not talking about any futuristic prediction here but at what level AI is already into Digital Marketing – a very simple example is Marketing Automation Tools (Eloqua, Hubspot & many more). Just try to recollect your memories 5 years back – Did you ever imagined that there will be system who can do all the automation for you during US hours ? Have you ever imagined that there will be Online Reputation management tool which can identify the user response (happy/complaint/suggestion etc) & respond back with automated content ? and we can see this today in 2017 that its a norm.

A few years ago firms use to hire a team of digital marketers to promote their business. The major tasks they were doing includes website analysis, customer analysis, keyword ranking, off page submissions, content marketing, social media marketing, email marketing, cold calling, customer feedback handling etc.

Now to perform these tasks companies doesn’t hire a team, they hire an experienced digital marketing person to perform all these tasks by using automation tools, marketing cloud offering wide range of tools to perform these task in less time with more accuracy. AI machine increases the efficiency of the marketing work by reducing the human efforts.

Oh, have you heard from your fellow members complaining that its difficult to find JOB READY candidate as even 3-5 years experience candidates also still doing directory submission ? We need to keep a check what are we doing 🙂

How to prepare for the future :

  • Adopting to learn how to use marketing automation tool
  • How to effectively optimize the automation process (for ex, setting automated campaigns to deliver emails who have not opened, opened but not clicked and so on)
  • Be on the top of the game by knowing which tool is best at what (Not all tools are same, for example, Oracle’s Eloqua is suitable to large enterprises where as Hubspot works good even for SMBs – so thats where your human expertise needed & valued)

Adwords & other Paid Marketing Channels:

Avinash Kaushik, beautifully explained his recent post that, “With smart creative, smart bidding, and smart targeting there is no need for any human to touch AdWords or soon a whole lot of your Display campaigns. The results of Data Driven Attribution modeling, which use data from all digital campaigns, can now be directly plugged into AdWords which means without any reporting/analysis the platform will automatically optimize for the highest profit for your business – with no human involvement. This is not the future, it is Nov 2017.”

I hope you have tried CPA campaigns already in Adwords 🙂

Oh and how can we not mention about AdNetworks & programmatic ad buying ? Sounds familiar right ? Can you still remember 2010 where you call up your AdNetwork partner to suggest you websites & negotiate to buy clicks/impression & then try to relate it with your client & so on back in 2010 – Boom – 1 week man hours work now done in 1 hour with more accuracy & more relevant results.

How to prepare for the future :

  • Shift focus from keywords & bidding to Strategize your adwords campaign. Optimize for Re-marketing with targeted audience for specific timezone which can help you further optimize your CPA.
  • Optimize for acquisition (it may possible that few products/services get more leads but lead to closure ratio is less – thats where human expertise/knowledge/skill needed to take a decision) to increased the ROI.
  • Gain expertise on how adnetworks work & how the click-fraud happens. Again, ROI decisions made by human & not the AI. Be a champion of what earns your profit.

Analytics : 

Normally, we try to find answers for,

  • How can I make sense of all this data I have on our campaigns?
  • Which customer would like a particular product?
  • How can I personalize the user experience and make it ‘sticky’?

Well, I hope you have heard of Intelligence in Google Analytics, Google Data Studio, Google Optimize – Do I need to add more ? Everything is available & on demand without much human intervention.

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Future of SEO in 2018 & beyond

By | November 9, 2017

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

Well this topic is a very regular one & in past I haven’t came across any interesting facts which could made me really think but this one presentation by Dr. Pete Myers actually ignite that thought process in me & that’s the reason I wanted to share this really interesting PPT with you which is originally shared by Moz team.

I would recommend following Slides to go through atleast,

  • Slide no 13-14 – Talks about Local Search Results & how its impacting Google Home
  • Slide no 18-23 – Talks about how personlization of Google search is changing the way people surf
  • Slide no 27-35 – Shares How Ranking factors are changing
  • Slide no 39-45 – Refers how Google is spoon feeding by integrating devices search history. It also share multi-device  browsing patterns data for different industry. This is really interesting.
  • Slide no 48-62 – This one is my favorite that how power of voice search is bringing paradigm shift. This is very well illustrated with real life example.
  • Slide no 90-91 – Share an update about new feature about Google’s tabbed content for books & movies
  • Slide no 92-93 – And last but not the least, real life example how people are & will use google in 2018 & beyond.

SO, here you go & If you want to hear the Mozpod on this then you can checkout here

How to measure conversion of non-converted adwords clicks – Attribution modeling

By | November 7, 2017

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

Since long I was planing to share new blog post with all of you but looking for some interesting topics which can help you to gain some interesting facts. So, here we go with one of the oldest but most painful question about attribution modeling which is,

How to measure conversion of non-converted adwords clicks ?

Most of the time, we as a marketer calculate the last click conversion for adwords & based on that only we justify the ROI of adwords costing. But, we all know that with increasing smart phones & easy access to internet, user behaviour & browsing patterns are changing. Its not necessary that if user has visited your website from mobile then he will convert on mobile. S/he may first time visit your website on mobile then re-look at in office computer & finally get converted from home laptop. Now there is high probability that, user have came across your website through your adwords campaign on mobile, and then liked your facebookpage & finally got converted while looking for your website on Google.

So, a big question here is, How do you then identify such users who have actually first visited your website through your adwords campaign but converted via any other medium on your website?

If you are someone like me who do not want to go into attribution modeling or Assisted conversion to get more confused how its showing (as Assisted conversion give you even one time user has clicked on adwords ads where as we want to know how many users first introduced to our site through adwords so that we can calculate ROI for adwords cost) about  then this solution is something you should try.

Step – 1 Goto Acquisition -> All Traffic -> Channels

Step – 2 Click on Add Segment above the metrics Continue reading

SEO Project Management – 2

By | May 19, 2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

We are continuing with “SEO Project Inception” series. This is the 2nd part in the series ( you can check out SEO Project Management Part-1 as well) where I am trying to find out the cause of the query raised by my friends & giving a thought about possible solutions for the same. So, here we go.

  1. Can you suggest if Client is not ready for content and not providing blog, Articles or PR then how to convince them?
  2. Client needs all keywords on Top of the Google SERP (above wikipedia) and inquiries on daily basis without any changes to content or site. How to deal with this ?

Okey, All the above queries irritates us being a Professional in the field. But I think the route cause is the kind of company which offers the SEO / Marketing services.

Well, don’t get me wrong, but just put yourself in the shoe of a client. As a client you may be dealing with the company for Software right? You explain what kind of services you want, you pay the money & you get the software, Isn’t it ? Now, as a client you buy the maintenance as well where also you pay the money & get things fixed if any issue so that you can smoothly run your business.

Now, the same company offers the SEO, so what will you expect? Pay the money & get things done, Isn’t it?

So, I feel the issue is basically the culture we are associated with & not the clients. The same client take interest while getting everything Audited or giving all document to his CA or attending hours long meeting with his marketing head & account head on P/L impact. So, it’s not that client don’t want to take interest but I feel like it’s how industry treat them to expect.

For example, If you are opting for “Car mechanic services”, you expect that guy to fix everything, buy out whatever parts necessary, fix everything & give you the keys without interrupting you at all and all you need to do is pay him for that. But, when you are opting for “Doc” or “Legal services”, you can’t expect doc to get reports done for you or Legal counsel to do all processing without making you a part of that process & that’s the difference :-)

So, I feel that, Clients expect what we make them feel to expect & here word [we] refers to us – SEO industry professionals.

So, what’s the Solution now?


  • I feel that, educating the client with why you are asking something is very much important.
  • Realization of the fact that you are helping him to expand his business is what necessary to get things done & that can be done once you win the TRUST of the client.
  • Few examples which I have tried & got success,
  • Communicate the important updates with the client
  • Share some interesting facts about his industry with him
  • Share few interesting business lead ideas from competitors
  • Become genuinely interested in their business & share your concern
  • Share some Google updates & how it affects the client website with clear pointers
  • Prefer Marketing Head to be present during the reporting call. It will help.
  • Have you heard about “content curation” ? Use it till you get success in above steps

I hope this will help you guys to find the root cause of the issue we are facing & to a certain extent help us to deal with that. Keep reading & Keep googling till I come up with the next post in the series.

Oh yes, Any more questions are always welcome :)

SEO Project Management: Part – 1

By | May 19, 2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

With this post, I am starting a blog series namely “Project Inception

Why : Few days back, I got a couple of questions on Facebook from industry colleagues on SEO Project Management & managing SEO clients. So, I thought to share my experience in SEO Project Management with my readers & as a result “Project Inception”.

Here we go with the first post in the series.

Managing Awkward SEO Clients with Tight Budget

Types of SEO Clients

Image Source :

So, My friend had a client who,

  • Thought that SEO guys are owning Google
  • Not raising budget for content
  • Keep asking for suggestion and they getting agree on the same as well but not ready to implement the same…. Same process repeat…

My Response:

  1. Communication is the key.
  2. Branding / Trust makes your life easy.

Okey, Now let’s try to understand it with an example.

During my employment with a company, I came across such client who has no idea how Google works, and beside this he tends to work with TV/Print media so looking for quick results as well. The real issue was, Client was already dissatisfied with Development task of his project with so has lost trust & became more aggressive.

Now, Before starting the project, what I did is sent couple of Videos to client about How Google works, Prepared a presentation on What is SEO , How it works & Why Google ranks the best site & What are the solutions for quick results. We had arranged a Quick Project  Kickoff meeting, where I asked couple of question to client about his objective behind creating a website then I have explained the client the integrity of the project, what I can deliver, How quick with the Presentation. Documented the minutes & got it approved by the client.

By the end of 3 months, the Client who was unhappy with the Development team & blaming management team, now satisfied with SEO performance. BOOM…Miracle, Client is happy

Well, So what’s that which worked with me ?

  • Earned Trust:
  • I have added client on various Social media platform.
  • Keep sharing my updates by Google on this platform with the client.
  • Keep updating him with weekly reports with a note : WE ARE DOING PROGRESS
  • Communication :
  • Set clear expectations with Documentation
  • Set clear idea what matters to client (Visits / leads / design ?)
  • Send 4 point mailer weekly to client with Current status, what I needed from him, Why & How it will help.
  • Reminder mails on what I need along with helpful resources by which he can get things done for me.
  • Results :
  • Got few local results in short span of time.

So, here things which worked favor in me is basically, the Trust factor & Communication. Mostly, Business do not fail because of Bad services or Products, it gets fail because, they failed to fill the expectations which they have communicated in their marketing.

I hope This helps you to get insights to reevaluate what went wrong with the client in your case. Just ask this 3 simple questions.

  1. Did I shared clearly what I am going to offer ?
  2. Did I gave my best to earn the trust of client ?
  3. Did I communicated clearly – with an intention to help & not to blame ?

If your answer is Yes, for all then, I think you did your part best.

Yes, I do agree that certain clients are stubborn but that because no one has educated him/her about how it works right? In that case, we left with 2 choice, either educate the client Or just decline the project. What to choose is your choice: P

Please share your thoughts in comments section, here is your chance to COMMUNICATE, Loud & Clear so that I can be more specific where required.

In the next post (SEO Project Management Part -2), Will try to cover other issues shared by other friends till then keep Googling 🙂

LinkedIn updates on Short URL

By | May 19, 2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Readers,

Ok, so today’s blog post is about LinkedIn change for short URL. I am sure, by now, you all are aware about the new LinkedIn policy updates related to LinkedIn groups & new changes to your linkedIn profile. But, I am prety sure that you might have missed this very important change of LinkedIn.

LinkedIn update on Short URL

Recently, I have observed that, Updated LinkedIn profile do not support few URL shorteners like Many of the links where URL shorten were used (specifically with free version) are getting broken & landing to error pages. However if you are still using an old profile, you might not have noticed this but with the new profile its giving error.

Possible Issues :

  • Your earlier links shared with might get broken (please cross check- its advisable)
  • tinyurl seems working so far but it may hit just like
  • If you are using LinkedIn mainly for marketing then this is alarming as you might need new strategy to share your long URLs.
Possible reasons :
  • One quick possible reason which I figured out is, there are few spamming techniques identified by LinkedIn where these URL shortner method used.
  • Even Google identified some suspicious activity with (check this link)

Possible Solutions :

  • Prefer Long URL – if possible
  • Create custom URL shortner (In case if URLs are too long)
  • Temporary solution – tinyurl is still working perfect, so you can use this (till its get hit)

Well, that’s all from my end. Its now your turn to do hit & trial. Awaiting for your responses & any alternative solution if you can suggest here for this issue.

Keep clicking, Keep sharing :)

10 ways to Improve Your Online Identity

By | May 19, 2016

Innovative SEO : Learn & Share all about Inbound Marketing

Hello Friends,

Recently, I was reading a beautiful article on Online Branding Tools & thought to share some insights of the article with all of you.

Just came across an awesome post by Anna Runyan on She has shared some notes from Shama Kabani’s presentation on Social media & Online branding for recent graduates & job seekers at Doster Leadership conference. Just added my 2 cents in each point based on my experience so far. Hope it helps to readers who want to improve their online identity.

10 ways to improve your Online Identity

So, here you go,
1. Listen to what is being said.

  • Listening what’s people are talking about you is the first step to build your online identity. How you can do that? Well there are 2 interesting tools that can help you out here.
  • Set up Google alerts for your name and monitor what is being said.
  • Use to search within networks and comments.

2. Clean up your profile.

  • Many times we share personal view/thought or respond someone in online media which might hart your Online Identity. So, it’s really important to track what we share in online medium. It creates your online reputation. How you can do that?
  • Download the app on Facebook which will tell you what to clean up on your Facebook account. Make sure you change the app settings so that your friends can’t see what you do on your app.

3. Claim your Google+ page.

  • It’s the next BIG thing Google is promoting. Since Google+ is owned by google, it gives their social networks a boost in search rankings.
  • Also this helps if you have a blog, this will help you to setup an Author profile so that your Google+ author profile pic appears next to your blog post in Google Result pages.

4. Twitter hashtags>followers.

  • Hashtags are now more important than followers because people want to look at topics they are interested in.
  • Check out tweetchats in your industry because every industry has a tweet chat. Find yours and engage.

5. Embrace online video.

  • 64% of people will finish watching a video but only 24% of people will finish reading an article online. Use video to your advantage online.
  • In fact you can have a Video blog as well or Youtube channel too.

6. Have a strong LinkedIn profile.

  • Employers are going to LinkedIn. Ask professors and co-workers for recommendations.  Some employers won’t even need to call your references because they can already view them on your LinkedIn profile.

7. Branch out.

  • Have you heard about Visual resume? It’s really interesting. There are 2 tools which you can utilize for that.
  • Use or to make your resume more visually appealing.

8. Manage your online reputation.

  • Have you ever tried to enter your name in Google & checked which results are coming up for your name ? It’s really important because that’s what people do when they are searching for someone on web. Is there any tool for that?
  • Use, an online reputation management system that will tell you certain things that you can do to push good pages up and bad pages down on Google searches.

9. Create an editorial calendar for yourself.

  • Just creating an profile on social network Or creating a blog will not help much, To improve your online identity, you need to share your thoughts, learning/ ideas with the world around you , just like you do with your friends, here you just need to be more disciplined.
  • Have a calendar that shows when and what content you are going to share strategically.

10. Optimize with the right tools.

  • Be strategic about your messages that you want out there. Use tools to save your time & efforts for posting.
  • Use to post updates across all social media platforms.
  • use bufferapp to tell you what the best times are to post your important content.
  • (if this, then that) is a tech recipe for how to optimizing certain things. For example, every time you change a Facebook status it changes your LinkedIn status. If you post photos on Facebook, then it makes sure your computer backs up your photos to Dropbox.

If you are a professional, majority employers now use social media to screen candidates. Your friends are online, your parents are online, your employer is online, your relatives are online and that’s the reason Facebook, LinkedIn & Twitter are so successful today because everyone is online today & EVERYONE is watching you online too just like you do. So make sure that you use these tips to create the best online brand that you can!

Just want to thank Anna Runyan for sharing this & Shama Kabani for this awesome tools/tips for Online branding.

How have you improved your online brand?

Original Source :

How to track PDF in Google Analytics | PDF Tracking

By | May 19, 2016

Innovative SEO : Learn & Share All About SEO

Hello Friends,

Recently, I have come across a real time challenge to track a really important data in Google Analytics. One of my client has a website which offers Online Application From in PDF Format & One has to download it, fill it & send back on given email id. Now, here, for Client, its really important to know that how many people have downloaded the PDF ? There are 3 application forms, so comparison metrics for all 3, Geography details, Traffic channel details for Downloads & many more. But, everything can be available if we are able to track when PDF get downloaded by a visitor. So, to-day’s blog post is all about How to track PDF download in Google Analytics.

How to Track PDF Download in GA :

There are 2 ways we can track PDF download in Google Analytics.

  1. Generate Virtual Pageviews when someone downloads PDF
  2. Set & track Events when someone downloads PDF

Normally, Its really helpful to track PDF downloads as Event. This give you flexibility to categorize & Label the events as per the nature of download.  Beside this, one can look at the source & various metrics available in Google Analytics to trace the individual download as well.  So, to Set & Track event for each & every PDF download, you need to implement following code.

You need to call Track Event in your Google Analytics code.

_trackEvent(category, action, label (Optional), value (optional), noninteraction (optional))

  • category (required) : The name you supply for the group of PDF/Objects you want to track.
  • action (required) : A term used to define the type of user interaction for the web object. (For ex. Downloade/ played)
  • label (optional) : An optional string to provide additional dimensions to the event data. (For ex. Name of PDF file)
  • value (optional) : An integer that you can use to provide numerical data about the user event. (For ex. 1% of course fees)
  • non-interaction (optional) : A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.

Example of Simple Code :
<a href=”#” onClick=”_gaq.push([‘_trackEvent’, ‘PDF’, ‘Downloaded’, ‘SEO Course App Form’]);”>SEO Course App Form</a>

Reporting :
Once event tracking has been set up and working on your site for a day, then you can go to the Content section of the reports in Google Analytics and view Event Tracking. In the above case, the reports for Events would show PDF as the Category, Downloaded as the Action, and SEO Course App Form as the Label.

With this method, you can track,
  • PDF
  • Documents
  • VIdeo Download
  • Video Play/Pause Events
  • Songs Download event & more

But then, again, here is the challenge, Suppose you have a a very Big University client where there are hundreds PDF to track from millions of pages, What one should do ? Go & set the event code in each & every link ? Sound illogical right ? Well, I am researching on that & very close to solution :)

So, Stay tune, keep googling & keep reading Innovative SEO for the next post on the same topic on How to track hundreds on PDF with automated event tracking :)

SEO Fundamentals : Back to SEO Basics

By | May 19, 2016

Innovative SEO : Learn & Share All About SEO

Hello Friends,

Since last few months, I am getting many mail request about providing training in SEO, sharing any good learning tool where freshers can get to know about the SEO. As a humble response to those requests, I tried to share my knowledge on SEO Basics in power point presentation format. Would love to hear from you guys about this effort. Alternatively you can find this presentation on Slideshare under title : SEO Basics & Process.

SEO Fundamentals & Process

Google New : Everything New From Google

By | September 23, 2010

Innovative SEO : Learn & Share All About SEO

Hello Friends,

It been a really great feeling to e a part of ever changing Search Industry. Everyday something new comes out & you have to learn, unlearn & re-learn it. Its a continuous process which helps you to grow & stay active every minute, every second. Its changing every time, be it from Google, Social Media or Analytics. This time, its again from Google.

Google NEW

It seems that, Google is really facing some challenges & bit worried with the growth of facebook and may be that’s the reason, we are witnessing the series of update s from Google in last one month. Google Instant was the last change we witnessed few days back & now, Google has introduced one great facility to all webmaster & SEO professionals to stay updated & that’s, Google NEW.

Google NEW

Continue reading