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Micro Moments – New Era of Digital Marketing

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Posted by Amish Keshwani | Posted in Inbound marketing, Online Branding, SEO | Posted on 10-02-2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hi Friends,

Traditionally, our minds are set to get traffic/leads for our clients. And, that’s what expected from us as a digital marketing professional to deliver the key deliverable. But, at the same time, it will not give you any extraordinary results. Most of the time, we refer it as Out of the box ideas or thoughts.

Well, No, I am not here referring to you any Out of the box idea here, but just want to share my thoughts on common logical thing to do to get that extraordinary results. You can refer it as Paradigm shift based on this interesting article for ThinkWithGoogle.

Micro Moments & Digital Marketing

Do you know how to build a dollhouse? cook the perfect soup/noodles/cake? Neither do I. But life (and daughters) sometimes require us to do all of this and more in a given day. Learning how to do these sorts of things used to be time-consuming. We might’ve read manual, call up Mom or customer service. Today, we can find out instantly though our smart phones & google. Searches related to “how to” on YouTube are growing 70% year over year, and more than 100M hours of how-to content have been watched in North America so far this year. The most popular how-to educational searches show a range of interests—from the practical (“how to tie a tie”) to the creative (“how to draw”), from style (“how to curl your hair with a straightener”) to cuisine (“how to make a cake”).

Micromoments

Micromoments Source : Michael Bark

Being constantly connected has trained us to expect immediacy and relevance in moments of intent—the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. These micro-moments are the new battlegrounds for people’s hearts, minds, and $$$. Being there in these moments may be the single most important thing a marketer can do, but many aren’t.

Sadly, Most of our digital marketing strategy is based on Broadcasting. But when people ask how to do something, that’s a need. That’s someone asking, “can you help me out?” That’s your ultimate opportunity to catch your potential client/customer. Establish yourself as leader by providing answers, thought leadership. Brands that successfully do this can win loyalty and drive sales to boot.

In fact, nearly one in three millennials say they’ve purchased a product as a result of watching a how-to video.

A how-to for marketers

How can you win I-want-to-do moments?

  • Identify the I-want-to-do moments in which consumers have a need and your brand can play a role.
  • What are the questions and concerns people have related to the types of products you sell or the types of projects they are used for?

Answer to these 2 simple questions can lead you to what your potential customer are looking for.

Micro moment of potential client

Micro moment of potential client ImageSource : ThinkwithGoogle

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7 global eCommerce trends you need to know

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Posted by Amish Keshwani | Posted in Inbound marketing, SEO, eCommerce | Posted on 07-02-2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hi Friends,

As we all know eCommerce is on the rise globally. As a SEO / Digital Marketing professional this makes more important for us to stay focused on different trends in different geographies when it comes to eCommerce. Not all market are same when it comes to eCommerce industry as each country has its own culture, digital trends & user patterns which have a huge impact on their online buying pattern. Creating digital marketing strategy based on these facts makes a huge success/failure factor for your client/business.

So, here you go – I have did bit information gathering & tried to compile it in a single post to cover brief about ecommerce trends of 3 major geographies of world when it comes to eCommers ie. North America, Europe & APAC.

7 eCommerce trends which will impact your online marketing strategy!

US market – Physical + Mobile

While reading getelastic.com, they have mentioned that, eMarketer predicts that mobile devices will account for 22% of all e-commerce sales and mobile will influence 1 trillion retail transactions.

  • More than 80% of respondents surveyed by eMarketer said they want to check stock availability via mobile before going to a physical store.
  • Further, more than half said they would like the option of ordering or reserving a product online with their mobile device before picking it up in a physical store. These shoppers clearly demand more flexibility than traditional online retail.

According to Statista.com, online sales still represent only a small amount of purchases in the United States. On the other hand, recent studies show that the influence of the internet in shopping behavior is set to soar in the following years, where web-influenced offline sales are projected to amount to almost 1.8 billion in 2017, while non-web-influenced offline sales will start losing ground.

Approximately 73 percent of internet users in the United States, representing more than 60 percent of the entire population, had purchased products online.

Mexicans prefers No Questions Asked Policy

  • Mexico is still low in this space, hardly 1.5% of total retail market in online space.
  • More than 70% of online shoppers said they’d more likely to visit an online store if it had a “No Questions Asked” return policy.
  • As per pfsweb.com Display advertising is successful in Mexico, with average click-through rates (0.23%) being more than double the United States (0.09%)
Global eCommerce trends

Global eCommerce trends (Image Source - http://online-shipping-blog.endicia.com)

Canada – Strong gowth

Its more like US but growth is very high. As per internetretailer.com, The only reason e-retailing has taken longer to catch on in Canada is the cost of shipping as a percentage of the sale,” says Jeff Booth, president of BuildDirect.com. Interestingly, Two-thirds of Canadian online shoppers buy from sites outside of Canada, according to retail and marketing consultants J.C. Williams Group.

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Alternative to ad blockers

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Posted by Amish Keshwani | Posted in Inbound marketing, SEO | Posted on 04-02-2016

Innovative SEO : Learn & Share All About Inbound Marketing

Hi Friends,

Well, this is the first post of 2016. Lot has happened in the SEO world so far. Webmaster guidelines have updated, google algo update & much more. But, today, just want to share an interesting post with you all. With lot of content then ever in the history of internet, we are now living in Information overload era. And most of the time, objective is to get visibility. As you know, now there are many tools available which blocks the popup and ads on the website to avoid unnecessary disruption while reading the content and thats a big hurdle to monetize the content as well as for advertisers to reach to audience.

While going through selective post of SEJ, I came across these 5 interesting tools which can help as an alternative to ad blockers.

5 Solutions to Ad blockers

  • Native Advertising – More like a promotional content but with natural flavor with clear CTA
  • Sponsored Content – Almost same as Native but this might not have direct CTA.
  • Interstitial Ad – full-screen advertisements, typically appearing in smartphone apps at timed intervals, on a pause screen, or between levels on a mobile game. These ads completely cover the host app, forcing the user to either close the ad or follow it to its destination
  • Email/Newsletter – Run your own Or you purchase ad space in another company’s newsletter
  • Instream/Video Overlay Ads – In-stream and video overlay usually play before a video on YouTube or other streaming services.

You can get a detailed article on SEJ here.

One more tool which I can think of is getting covered in NEWS or PR by third party Or sponsoring an online exhibition/Conference for similar industry. Anything I have missed which you can think of here ?

Ad block usage is on the rise. In their most recent report, PageFair found that 198 million people worldwide now use ad blocking software—representing a 41% increase year over year. Though that number only represents 6% of the global internet population, estimated global revenue loss as a result of ad blocking proclivity was $21.8 billion in 2015—14% of the global ad spend. In 2016, that number is expected to inflate to a startling $41.4 billion.

Is it any wonder that digital marketers and advertisers are feeling nervous about the future of their advertising campaigns?

To combat the rise of ad blocking, companies are turning to a variety of solutions, including pleas (sometime incentivized) to be whitelisted, anti-blocking software, and even lawsuits. Others are diversifying how they advertise, which is what we will discuss below.

NOTE: Different software offers different degrees of ad removal—some are more merciless in their removal than others (even blocking out helpful ads). While the advertising channels listed below are generally more effective, there is no 100% foolproof way to bypass ad blockers.

5 Advertising Alternatives That Bypass Ad Blockers | SEJ

1. Native Advertising

Native ads are paid media which feel like a natural extension of a publisher’s website. They match the form and function of their host website, mimicking the look and feel of the host site’s other content as closely as possible.

PROS: Native advertising has an easier time getting in front of consumers, because they blend so well with a host’s website. These ads are usually long-form, and their purpose is brand promotion. Generally, you want your advertorial to persuade an audience—which means your ad includes a distinct call to action (CTA) and clear links to your promoted brand.

Native ads have been advertiser’s go-to solution for “banner blindness”, since before we had banner blindness (or internet, for that matter). The most famous example is the 1951 Guinness Guide to Oysters by David Ogilvy, which detailed nine types of oysters and how they taste, before ending with a CTA to wash those oysters down “with drafts of Guinness”.

CONS: While native advertising might be the advertorial of the internet age, be warned: the FTC published new advertising rules as of December 15, 2015, which might result in serious penalties for native advertising that’s disguisedtoo well.

Specifically, they’ll be penalizing “deceptively formatted advertising … that are closely integrated with and less distinguishable from regular content so that they can capture the attention and clicks of ad-avoiding consumers.” (Source: FTC Enforcement Policy Statement)

This policy crackdown isn’t limited to the US, either. On January 13, 2015, the Advertising Standards Authority in the UK censured BuzzFeed for a Dylon-sponsored ad. While their ad was clearly identified as a sponsored post, the verdict was that ads must be “obviously identifiable as marketing communications, including by using labels other than ‘Brand Publisher’ for advertorials.” (Source: ASA Ruling on Henkel Ltd)

2. Sponsored Content

Sponsored content is another form of native advertising. As with advertorials, you want your content to blend seamlessly with a site’s native content, so that it feels like a natural part of a user’s experience.

PROS: The difference between a native advertorial and sponsored content is nebulous, but generally sponsored content has a softer touch. While native advertorials include a distinct CTA or a heavy brand bias, sponsored posts aim to inform your audience, not persuade them.

One of the best examples in recent years is the New York Times’ article “The Surprising Cost of Not Taking a Vacation” (sponsored by MasterCard). MasterCard’s logo and the permalink URL extension “paid post” makes it hard to miss that this is an ad, but the content is well-written, well-researched, and exceedingly informative.

From my personal experience, sponsored content may be quite successful for advertisers if the topic resonates with the audience and the author puts effort into writing it. Many of you might have seen sponsored content of SEO PowerSuite’s (I’m the founder) here at Search Engine Journal. The most successful articles were these two: Avoid the Next Penguin Update: A Guide to Identifying and Removing Bad Links (2.2k reads) and 5 Steps to The Most Efficient Keywords With Rank Tracker (3.5k reads).

CONS: In addition to the FTC policy change (which affects all native ads, including sponsored content), it’s vital that you understand your audience and select your venue wisely when purchasing sponsored ad space. One of the most spectacular sponsored content failures was the Atlantic’s post advertising Scientology in January 2013. Blowback against the Atlantic was instantaneous and brutal—even though they quickly pulled the article, it’s now been immortalized as a cautionary tale.

3. Interstitial Ads

Interstitial ads are full-screen advertisements, typically appearing in smartphone apps at timed intervals, on a pause screen, or between levels on a mobile game. These ads completely cover the host app, forcing the user to either close the ad or follow it to its destination.

PROS: Though mobile ad blockers exist, consumers don’t seem to mind mobile ads nearly as much as they mind browser-based advertising. Stats from PageFair show that mobile activity accounts for 38% of all web browsing, but only 1.6% of ad block traffic was from mobile devices. Perhaps this is because consumers are often given the choice to download a free version of a game or app that includes ads or a paid model without ads—the choice rests in their hands.

CONS: Until this past year, ad blocking apps didn’t block interstitial ads—only ads on mobile browsers. This all changed recently. Other changes also make the future of mobile advertising uncertain, such as iOS9’s prolific support for ad blocking apps, where virtually none had previously existed on Apple devices.

As more and more companies optimize their advertising for mobile viewership, mobile users, fed up with ad-riddled browsing experiences, might turn to the same solution as desktop users. Current predictions state that 2016 might see the rise of the mobile ad blocker.

4. Email/Newsletter Advertising

Newsletter advertisements are self-explanatory—you purchase ad space in another company’s newsletter. These can either be dedicated sponsor messages, or ads that run alongside their newsletter’s content.

PROS: Email advertising has many benefits, but the biggest and most important is that you get advertising targeted specifically at your niche market, if you choose your partner carefully. This means that your ads always find your audience, and when they do generate leads, they tend to be of higher quality.

Another benefit of newsletter advertising is that it’s generally cheaper, and will get you past the spam filter far better than a cold email.

CONS: Seeing meaningful results from a newsletter advertising campaign can be difficult, especially when studies show that open-rates and click-through rates are usually low to begin with.

To get the most from your email advertising campaign, the most important thing you can do is leverage another company’s reputation. Make sure that you offer appeals to the target audience they’re already engaged with, or else your email ad campaign will be nothing but a waste of time.

5. In-Stream and Video Overlay Ads

In-stream and video overlay usually play before a video on YouTube or other streaming services

LinkedIn updates on Short URL

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Posted by Amish Keshwani | Posted in Inbound marketing, Social Media | Posted on 24-11-2015

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Readers,

Its been 2 years since last blog post, but now somehow I managed to get back to my blogging role again. Probably you will get weekly updates if you have already subscribed for my blog.

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 bit.ly. Many of the links where URL shorten were used (specifically with bit.ly 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 bit.ly might get broken (please cross check- its advisable)
  • tinyurl seems working so far but it may hit just like bit.ly
  • If you are using LinkedIn mainly for marketing then this is alarming as you might need new strategy to share your long URLs.
LinkedIn Error

Short URL issue with LinkedIn update

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 bit.ly (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 :)

Google Analytics : Back to Basics

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Posted by Amish Keshwani | Posted in Google, Web Analytics | Posted on 16-09-2013

Innovative SEO : Learn & Share All About Inbound Marketing

Hello Friends,

Its been a long time since my last post on SEO. Well, couple of things changed since then, but basics are still the same. In this post, we will review the Google Analytics Basics for all those who are still new to Google Analytics. I tried to keep this as short & crisp at the same time keep it as clear as possible.

Hope this will be useful to once again clear the Analytics basics clean up to relook at the Google Analytics data with the fresh start.

Will soon be back with some interesting analysis on recent SEO updates, till then Keep clicking & do share your review on this Google Analytics slideshow :)

Google Analytics Training

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