What Google Has To Say About Mobile Rankings And Mobile Friendliness

Google published a blog post on  21st  April 2015 and confirmed that with mobile phones increasingly becoming the primary way for people to search the Internet, we want to ensure that when you search on Google you find content that is not just relevant and timely, but also easy to read and interact with on smaller mobile screens.

According to Google visitors abandon websites that aren’t mobile friendly at higher rates. And research shows 74% of users say they are more likely to return to a mobile-friendly site.

In February 2015, Google published a blog post mentioning that they want more mobile friendly websites in the search results.

Two important major announcements made by Google in February 2015 blog post were:

  • Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal, meaning more mobile-friendlysites in search results.
  • We will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed.

Google’s mobile ranking will now use mobile-friendliness as a signal that weighs in favor of pages that are formatted for mobile phones, like the image on the right.

 Google’s Mobilegeddon , Mobile Rankings And Mobile Friendliness

Points To Take A Note Of :

  • Back in November, Google introduced a “mobile-friendly badge” to notify users when a link in search results led to a mobile friendly-page, andprovided resources to help webmasters become mobile-friendly.
  • Google has started rolling out the change to take into account whether a site is mobile-friendly when Google ranks search results on mobile phones.
  • This change will be one of the 200 ranking factors and  non-mobile-friendly sites won’t disappear from mobile Search results—they may still rank high if they hold great content the user wants.
  • If you use Google search on your mobile phone, you can now more easily find high-quality and relevant results where text is readable without tapping or zooming, tap targets are spaced appropriately, and the page avoids unplayable content or horizontal scrolling.
  • In just the two months since Google announced this change, Google says they have seen a 4.7 percentage point uptick in the proportion of sites that are mobile friendly, and we hope to see even more in the coming months.
  • Webmasters can check if their site is mobile-friendly by examining individual pages with the Mobile-Friendly Test or check the status of the entire site through the Mobile Usability report in Webmaster Tools. Once a site becomes mobile-friendly, Google will automatically re-process those pages (and webmasters can expedite the process by using Fetch as Google with Submit to Index).

What Is Net Neutrality As Per The Consultation Paper Published By The Telecom Regulatory Authority Of India (TRAI)

The Telecom Regulatory Authority Of India (TRAI) published a Consultation Paper On Regulatory Framework for Over-the-top (OTT) services  on 27th March, 2015.

The objective of this Consultation Paper (CP) was to analyse the implications of the growth of OTTs and consider whether or not changes are required in the current regulatory framework

Telecom service providers (TSPs) offering fixed and mobile telephony are currently being overwhelmed by online content, known as over-the-top (OTT) applications and services. The term over-the-top (OTT) refers to applications and services which are accessible over the internet and ride on operators’ networks offering internet access services e.g. social networks, search engines, amateur video aggregation sites etc. The best known examples of OTT are Skype, Viber, WhatsApp, Chat On, Snapchat, Instagram, Kik, Google Talk, Hike, Line, WeChat, Tango, ecommerce sites (Amazon, Flipkart etc.),Ola, Facebook messenger, Black Berry Messenger, iMessage, online video games and movies (Netflix, Pandora).

It is becoming increasingly difficult for consumers to know if there is an economic difference in connecting various networks via a land phone, cell phone, or a computer. In fact, young users find it difficult to distinguish among these three networks; from their perspective, all that matters is connectivity. They visualize these not as a layered and interconnected series of discreet networks, but as an organic whole.

Carriage is separated from content in internet networks, enabling OTT content and application service providers to deal directly with end users. TSPs are excluded from the said transactions, with no control over the content or the application. The characteristics of OTT services are such that TSPs realise revenues solely from the increased data usage of the internet-connected customers for various applications (henceforth, apps).

The TSPs do not realise any other revenues, be it for carriage or bandwidth. They are also not involved in planning, selling, or enabling OTT apps. On the other hand, OTT providers make use of the TSPs’ infrastructure to reach their customers and offer products/services that not only make money for them but also compete with the traditional services offered by TSPs. Leave aside TSPs, these apps also compete with brick and mortar rivals e.g. e-commerce sites, banking etc. Currently, the major sources of internet traffic are Google, Yahoo, MySpace, YouTube, Facebook, Windows Live, eBay, Wikipedia.org, msn.com and Craigslist, in that order.

These portals are not owned by the networks   are capturing millions of user connectivity hours. Apart from web content and social media, OTT communications and OTT media are now increasingly playing a major role in the internet domain.   The affordability of smartphones (because of declining price) and the upgradation of access networks by the TSPs are among the important factors contributing to OTT growth. Digitalization of content has reduced conservation, reproduction and distribution costs, which, in turn, has promoted the explosive growth in the supply of online content.

Classification Of Internet- TRAI

The growth of traffic apart, the OTT applications have created an increasing demand for faster broadband speed, which translates into a need for huge investments in network up-gradation by the TSPs.  It is thus becoming clear that, in future, the provision of services by OTT players will impact revenues of network operators insofar as their current business models are concerned. This has already started happening in some developed countries. And, these developments have implications for the Operations Support System and Business Support System (OSS/BSS) of the communication systems used by the TSPs to support end-to-end telecom services.

The public internet that started in the 1980s has grown in scope over the last three decades. In its current form, it has the added ability to carry the entire gamut of services that are required to be delivered to a consumer of telecom services. It allows a telecom subscriber to access almost all the services required for information, education and entertainment.

What is Net Neutrality (NN)? 

Net neutrality (NN) is generally construed to mean that TSPs must treat all internet traffic on an equal basis, no matter its type or origin of content or means used to transmit packets. All points in a network should be able to connect to all other points in the network and  providers should be able to deliver traffic from one point to another seamlessly, without any differentiation on speed, access or price. The principle simply means that all internet traffic should be treated equally.

In USA, FCC has defined Network, or "net" neutrality as another way to refer to open internet principles. The open internet is the internet where consumers can make their own choices about what applications and services to use, and where consumers are free to decide what content they want to access, create, or share with others.

Currently, NN is a topic of great debate across the world. At one level, it is being linked to the right to freedom of expression and the right to information. The underlying idea of an open internet is that all internet resources and the means to operate on it are easily accessible to all. It effectively renders the network carrier a dumb pipe i.e. intelligence of management and operation of communication must lie at the end points of the network and not in the network.

Net Neutrality

It has been suggested that to ensure a thriving and neutral Internet, the following issues need to be addressed:

  1. The Internet must be kept open and neutral. Reachability between all endpoints connected to the Internet, without any form of restriction, must be maintained.
  2.  All data traffic should be treated on an equitable basis no matter its sender, recipient, type, or content. All forms of discriminatory traffic management, such as blocking or throttling should be prohibited.
  3. Network service providers should refrain from any interference with internet users’ freedom to access content (including applications of their choice)
  4. There should be restricted use of packet inspection software (including storage and re-use of associated data) to control traffic.
  5. Complete information on reasonable traffic management practices and justifications for the same must be accessible and available to the public. TSPs should be transparent and accountable to any changes in practices.
  6. Non-neutral treatment of traffic for “voluntary” law enforcement purposes must be prohibited unless there is a legal basis for it.

According to the  “THE ECONOMIST”, January 31, 2015

NET NEUTRALITY Net neutrality is a slippery concept. The term, coined by Tim Wu underlies the basic principle that has led to the success of internet- businesses that operate the network may not discriminate between different data packets. This ensures that innovators or content developers do not need to ask permission for new projects, making internet a collection of a large amount of information, analysis, opinions and services with no sole content provider or regulator.

However, with the internet becoming more crowded and improvement in traffic management tools, net neutrality is difficult to sustain. These new technologies allow the network operator to identify the traffic they are transmitting and scrutinizing, stopping or slowing down spam and other such traffic. Network operators can now create lanes of different speeds to not only manage their traffic, but make more profits.

The question that needs to be answered is that who will pay these profits- the consumers or the content providers owning majority traffic? Why should capacity-hungry services like those sites that stream videos not pay when they take up majority of the traffic capacity, especially when they are earning from it? On the other hand, many argue that without net neutrality laws, toll booths and check points will spring up all across the network, making it less attractive to new content providers and developers.

They fret that network operators will abuse their market power for maximizing profits. This might, in the long run, impinge upon the freedom to impart and receive information without any interference. The operators on the other hand argue that the increasing internet traffic can sustained by investments in upgradation of networks which will be possible by increase in profits. The recent Latvian proposal allows paid fast lanes, “provided that sufficient network capacity is available so that the availability and general quality of internet access services are not impaired in a material manner”. The next network neutrality debate is over ‘zero-rating’, i.e. customer access to certain websites without charging them for data usage.

This will, some argue is a great way to allow customers to access these services. However, who will choose these sites and on what basis- learning basis or on popularity? This will make it difficult for competitors to compete and benefits a particular company by creating its monopoly in the service. Regulators in Slovenia and Netherlands recently banned certain forms of zero-rating. Micro-regulation can lead to adverse impact in the industry, and detailed rules and utility- type regulations might not be the correct approach. Broader rules, such as insisting that a provider’s basic services must not be very slow can be a better option. Competition between network providers will also lead to better services and reduce exploitation of market power.

You can download the full consultaion paper on

http://www.trai.gov.in/WriteReaddata/ConsultationPaper/Document/OTT-CP-27032015.pdf

Google Algorithm Will Give Priority To Mobile-Friendly Sites Starting 21st April 2015

Google has always put the user at the helm when it comes to search. When it comes to search results Google focuses on the user and when it comes to updating the search algorithm it’s the user behaviour which becomes the focal point.

In February 2015, Google published a blog post mentioning that they want more mobile friendly websites in the search results.

Two important major announcements made by Google in the blog post were:

  1.  Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal, meaning more mobile-friendly sites in search results.
  2.  We will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed.

Google Algorithm to find mobile friendly sites for search results

Google has clearly stated that starting  21st April 2015, they will be expanding the use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

Google resources available online to check and test the mobile-friendliness of a website are as follows:

Other Resources answering the following questions:

  1. Why make a website mobile-friendly?
  2. How do I start?
  3. What are the top three things I should know when building a site for mobile devices?
  4. How much does it cost to build a site for mobile devices?
  5. What should I think about when working with a developer?
  6. What are the top three mistakes beginners want to avoid?
  7. What are the next steps?

Related Posts:

SEO In 2015: There is no such thing as, NEW SEO or Old SEO. SEO is SEO.

It is time to wind up 2014 and welcome 2015 and march ahead with the lessons learnt in the past year. The Digital World is ever evolving and especially the arena of Search Engine Optimization is the most critically acclaimed and a service which gets predicted as dead at the end of every year, especially post Panda and Penguin algorithm updates at Google.But, as usual we at WebPro Technologies have always remained positive about its need for every website hosted on the WWW . Hence, at WebPro Technologies it is that time of the year when SEO business targets are set for the coming year. We again state that SEO is again going to be one of our major services for 2015 along with Social Media services, Content Writing and Email Info Campaigns for our current client base and the prospective future clients which we are very positive and hopeful about in the coming year.

Let us understand why SEO will always be needed as long as people use search engines.

Search engines know that if they do not give quality results to the users then the users will look for other options and stop using their search engine. We have seen in the past that search engines like Altavista, Hotbot, lycos , Yahoo, etc. (The search options available in early 2000) all got extinct as they did not succeed in upgrading their algorithms with the pace with which the spammers were misusing it. Google has been comparatively successful and has tried to combat the spam and is always trying to improve the search results with time.

There is no such thing as:
NEW SEO or Old SEO.
SEO is SEO.

As the old saying “people do not change, they reveal who they are” Similarly SEO is not changing but as the algorithms are getting more sophisticated and are able to see through the spam and gimmicks used by immature and black hat SEOs, its true meaning and purpose is getting highlighted with every update in the search algorithms.

SEO is changing for people who did not understand the true meaning of SEO and used tricks to gain search presence rather than having a correct approach towards reaching there.

SEO is changing for those website owners who wanted cheap options and hence put their trust in so called link builders instead of having an SEO culture in their organization.

SEO is changing for those website owners who have burnt their fingers in the past with the launch of the Panda and Penguin updates.

W3C is the main organization which establishes the World Wide Web Standards. Google and all the search engines follow the WWW standards but the Vice Versa is not true.

Hence as the law of Transitivity states if a=b and b=c then a=c.Similarly if we follow the W3C norms for web development and since Google algorithms are also becoming sophisticated in verifying these norms on websites then we in the long run we take care of on-page SEO automatically.

Ideal SEO campaigns have always focused on the following aspects:

On Page Factors:

· Title Tags

· Description Tags

· Suggestions for landing pages to make them more effective

· Work on the site architecture and navigation

· Image optimization

· Making the maximum benefit from videos on the site

· Header Tags

· Working on the content to ensure that it falls in the category of quality content

Off Page Factors and Quality Web Presence:

· Integrating Social Media

· Social Media sites focused are Twitter, Google+ profile and pages , Facebook Business Page and Linkedin Profile

· Guiding the in house staff on how to use social media effectively to establish trust and authority

· Guidance on how to develop a blog and maintain it

· Improve on the quality of existing inbound links to the site by working on the details about the domain authority, Anchor Text and the relevant linked page from the external site.

· Work on cleaning the link profile of non topical links.

· Help in creating and monitoring a social media and content development strategy.

Local Search:

· Adding the details to Google Places and Google Maps

· Integrate the Google Places account with the Google+ Business Page

· Suggesting methods by which you can encourage customers to write reviews

· Optimize for Local intent keywords for organic search

Other Technical Factors:

· Set the canonical issues

· Robots.txt

· XML Sitemaps

· Add Structured Data in the form of Microformats and Microdata wherever applicable on the site

· Customized 404 (Page Not Found) Page

· Work on Improving the Site Speed

· Add Authorship Markup to the blog

· Add Twitter Cards and FaceBook open Graph meta tags to the blog

· Guide the web developer to implement microformats or schemas for products and reviews.

All the factors mentioned above work together and in unison to influence the rankings. On-page optimization lays the foundation stone for the edifice , the off-page optimization influence the popularity and affect the stability and improvement of the rankings achieved and the technical factors influence the search engines to crawl and index the website efficiently.

All this cannot be achieved in a day. SEO is an ongoing process and the website needs to be tweaked and tuned as per the changing algorithms of the search engines in order to adapt the site to the changing scenarios so that it can withstand the algoquakes and maintain the visibility.

I think these aspects (especially the on-page ) have been applicable since the time the search engines have started. Hence, the SEO in 2015 is not new but the algorithms are more sophisticated to see thru the spam in the way these factors have been implemented to trick search engines by spammers. Hence in a way we can say that the algorithms are new.

Genuine SEOs are implementing these aspects as per W3C since early 2000. Yes the off page optimization does vary and widen as per the user behaviour . In 2000 social media was not a rage online hence it was not a part of the SEO campaigns. The off-page and Technical factors do get tweaked with time but the basic approach remains the same. The off-page factors get affected by major user behaviour changes and the technical factors get affected as per the sophistication in the algorithms and how this data will be fetched by search engine bots from the servers.

Keeping this the basic approach to SEO in 2015 still remains the same but the algorithms are more sophisticated and we need to be more systematic in the execution of the above mentioned factors. We also need to be more patient for the results to accrue as though the indexing is faster by the search engines , the competition is also increasing at an alarming rate with billions of websites being launched on a regular basis.

Hence in 2015 it is very necessary to have an integrated digital presence by focusing on :

· SEO

· Social Media

· Content

· Email Campaigns

Only when all the above mentioned media are implemented together a certain online reputation can be created.

When your potential customer sees your website ranking for the searches he made on the search engine and then also checks the social media for the buzz and finds the presence of your business and reads what his contacts had to say and also get an email from you in his inbox giving more information it is surely going to register in his mind and will surely consider when he takes a decision related to the products and services you have to offer.

The consistency in our thought process and our approach towards SEO is proved by the blog posts we have written in the past. These posts are testimony to the fact that we still believe in what we do. Our basic approach to SEO still remains the same but it has become more systematic and every passing year since 2000 has just made us more confident giving a new lease of life to our services, despite the xn posts on the blogosphere about SEO being dead.

Some of our past year end posts which prove the consistency in our approach towards SEO Services offered by us are as follows:

Dec. 2010 : SEO And Online Presence In 2011

Dec. 2011: Saying Bye to SEO 2011 and A Very Big Hi to SEO 2012

Dec. 2012: Points To Ponder On For SEO 2013

Nov. 2012:  The Evolving Face Of SEO - 14 SEO Facts For 2013

Dec. 2013: SEO 2014 The Year Of Positive SEO And The Survival Of The Fittest

Google Launches ‘Mobile Friendly’ Labels For Mobile Search Results

Google has always been focusing on the fact that only the User is important to them . As the users are shifting to mobile devices in large numbers Google also has started giving highlighting in the search results if a website is mobile friendly.This currently is information for the user who is searching on mobile devices. But this mention is surely effect the click thru rate of websites listed in search results on mobile devices. It is simple logic that why would a user click on a site which is not mobile friendly when he is searching using a mobile device.

This change will be rolling out globally over the next few weeks. According to Google a site is mobile friendly when it :

  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so users don't have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped

The search results on the mobile devices appear  as follows:

Google Search Results For Mobile Friendly

Google has also launched a mobile friendly tool to check the mobile friendliness of a website:

The new tool is at google.com/webmasters/tools/mobile-friendly and it basically gives you a pass or fail grade. Either it tells you that you are mobile friendly or you are not mobile friendly. For example as follows:

Google Mobile-Friendly Test Tool

In June 2013, Google introduced a penalty for sites providing a bad mobile search experience. Sites generating errors and other problems for mobile visitors received less visibility in Google’s smartphone results — the results Google shows to mobile searchers, as opposed to desktop searchers.Now with this display of the mobile friendly tab in search results it is crucial for every website to be responsive and follow the rules to be mobile friendly.

Related Posts:

http://googlewebmastercentral.blogspot.in/2014/11/helping-users-find-mobile-friendly-pages.html
http://searchengineland.com/google-officially-launches-mobile-friendly-labels-mobile-search-results-208949

Add Email Marketing To The Digital Marketing Mix To Reap Rich Returns From The Overall ROI

With the increase of eCommerce sites and a phenomenal increase in the usage of the hand held devices like smart phones and tablets the mindset of the people in accepting email updates is becoming more positive.

I think the curated content in the inbox regarding any topic, product or service is being welcomed by the users. Especially from companies who have a good overall web presence. When the user receives an email from a brand which he has come across on search engines and social media platforms , he is more likely to read the email content rather than mark it as spam.

email marketing - WebPro Technologies India

But there are some dos and donts when you start with the Email Campaigns. I would rather call it Email Info Campaigns rather that Email Marketing Campaigns. If you are continuously emailing sales messages then the chances of that email being marked as spam is very high. But, if you create the content of the email with a purpose of informing the reader and educating the reader regarding a topic then it more accepted.

Some Basic Dos and Donts.

1. Don’t buy email lists. Create them by adding genuine email ids collected by you over a period of time (Ids of customers, enquiries, etc)

2. Focus on informative content.

3. Recycle informative blog content as email content.

4. Make it easy to unsubscribe.

5. Ask for permission before adding the email id to the subscription list.

6. Don’t send only sales oriented emails.

7. Have a link to the web version of the newsletter in the email.

8. Add the company logo and the contact details in the newsletter.

9. Keep mobile devices in mind. one out of every three clicks occurs on a mobile device today.

10. The right colour combo and font size is very important.

Email is one-to-one communication and is more welcomed by people especially from brands they already familiar with. Hence it is an effective tool for retention marketing. However to keep the ROI high one needs to follow some dos and donts. The main misconception is that email marketing is very cheap and sending emails in bulk is the solution but that is incorrect. Having a well planned email campaign and measuring the ROI requires a well planned strategy with a focus on content and the outreach. This requires a sizable amount of investment.

When The CEO Wants To Know About Digital ROI Before Sanctioning The Digital Marketing Budget (With A Focus On SEO, Social Media, Email Marketing & Content)

Recently many companies though convinced about investing in the online presence are hesitant about sanctioning budgets for SEO, Social Media, Content Writing, Email Marketing and other online presence campaigns. The reason being, the top management need the facts, figures and futuristic growth assurances before sanctioning these budgets.

Digital ROI - SEO, Social Media, Content , Email Marketing

The earned and owned media help in establishing online reputation and also help in building a brand. Focusing on earned and owned media i.e SEO, Social Media, Content and Email Marketing a business can sow the seeds of web presence which in the long run can help in branching out to the world wide web and gain the targeted traffic to their website and increase the outreach on the social media platform.

In order to achieve this of course a well planned strategy and a holistic approach is needed. Every media has got a different purpose but eventually leads to a common goal i.e quality online presence.

Just as a balanced diet is needed to keep oneself healthy an integrated approach or a healthy marketing mix is essential for an overall web presence which leads to the online growth of the business.

We shall focus on :

· SEO

· Social Media

· Content

· Email Marketing

When The CEO Wants To Know About Digital ROI Before Sanctioning The Digital Marketing Budget (With A Focus On SEO, Social Media, Email Marketing & Content)

SEO

SEO is at the root of the earned and owned media campaigns. Only when the website will be indexed and crawled properly and will get correctly correlated to the relevant search queries the targeted traffic from the search engines will be accessed.

  • SEO Campaigns work on the On-Page factors, Off-Page Factors and the Technical factors of the website to see that all the pages of the website are getting crawled and indexed regularly.
  • SEO also monitors that the relevance of the search queries for which the website is getting correlated to.
  • Moreover, SEO also checks whether the traffic is coming from the targeted geo locations.
  • More pages becoming the landing pages for relevant and targeted search queries is also one of the goals of the SEO Campaigns.
  • Increase in non-branded search queries over a period of time is also a positive offshoot of an SEO Campaigns.
SEO ROI can be easily calculated by the data available from Google analytics and from the in-house sales team.
A simplest SEO ROI calculation would be attained by answering these following questions:
How many visits received from search engines?
Let us denote this as – a
How many enquiries received via the website form or calls received from visitors after visiting the site which they found via search engines?
Let us denote this as - b
The no of enquiries thus received got converted to sales?
Let us denote this as – c
The amount of profit from these invoices drawn?
Let us denote this as – d
The cost of SEO monthly / annually depends on what basis you are calculating ?
Let us denote this as – e
I suggest the ROI to be calculated half yearly or annually as this gives a clear idea.
Hence , (assuming you keep the period of the calculation the same for all the metrics)
 
SEO ROI = (d – e) / e * 100

Basically,

ROI = ( Annual Profit from the sales which were achieved via the Enquires from search engines – The annual cost of SEO for the website) divide upon (The annual cost of SEO for the website) multiplied by 100

There can be many permutations and combinations that can be worked out in order to get various performance data as per your requirement. For example if you want to measure the conversion ratio of your sales department keeping in mind the online enquiries received then it can be done as follows:

Conversion Ratio = c/ b * 100

This can become as a KPP (Key Performance Parameter) for your sales team which can be monitored on a periodic basis to have a direction and guidance for chalking out the sales plans for the next period with a targeted approach and also the reasons for the low or high ratio can be discussed and therby helping to find the strengths and weaknesses in the system .

Social Media:

Measuring the ROI for social-media marketing can be a lot more challenging since its results involve such intangibles as engagement, audience reach, and “buzz.”

Social Media may or may not be an engine for direct sales but it surely helps in reaching out to the existing and potential online customers by creating a communication platform where both the parties have a equal chance to voice their say.

Usually people focus on the no. Of likes, followers, +1s and other such quantifiable metrics to calculate the ROI from social media but it does not limit to these metrics only. Social media ROI is much more it is the online reputation and brand awareness that gets generated as a result of the engagement on social media platforms which is the real ROI from social media presence.

Social Media is the platform where the word of mouth goes viral. Hence it reflects not only the plus points of the products and business but also the drawbacks get a chance to get highlighted. The challenge lies in how the criticism is faced and handled to turn the tables in your favour. The social media is a place where you interact with your existing customers and the potential customers in one place which can be tricky but can help sales too as your satisfied customer can be your best evangelist.

Content

Content is at the core of any online marketing activity. As a result the term “Content Marketing” has surfaced as a new wave online. But, we need to understand that “Content Marketing” does not mean marketing the content , but using content to market the product or service which your business offers. Just adding blog posts written by any third party regularly does not achieve the purpose of content marketing.

Regular fresh content can trigger the conversation and engagement on social media as managing social media for business is not like personal social media . Content Marketing adds more footprints on the web for web presence but also becomes the crux of connecting to people on the web which in the long run help share the word of mouth which is the basis on which decisions are taken by online buyers. As in real life we are what are thoughts are and we share our thoughts via discussions, seminars, exhibitions, road shows , etc. on the internet we need to share our thoughts via blogs, social media sites, videos, comments, reviews, etc. And establish the thought leadership.

Email Marketing

In 2011, the Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested. A number of sources have suggested that this is better than any other platform.

Email is an easy and inexpensive way of establishing early and long-lasting relationships by sending newsletters, promotions, new service announcements or event invitations we can remain connected .

Via email the receivers receive curated content about your company and industry and are kept informed. The recent trend is that people want to be informed about the latest without searching for it and email is the best platform that any business can use for this purpose.

With email, everything can be tracked and you can see who clicked on certain links and much more

Email marketing is 20 times more cost-effective than traditional media it's six to 12 times less expensive to sell to an existing customer than to a new one.

The fact is that just one platform in particular and singularly is not going to reap the desired benefit and the ROI needed. Only when all the above mentioned media are implemented together a certain online reputation can be created.

When your potential customer sees your website ranking for the searches he made on the search engine and then also checks the social media for the buzz and finds the presence of your business and reads what his contacts had to say and also get an email from you in his inbox giving more information it surely going to register in his mind and will surely consider when he takes a decision related to the products and services you have to offer.

An accurate ROI of any one media may not be possible but the real ROI is generated when each of these activities supplement each other and make the web presence of the business stronger and boost the online reputation so that the people can trust you online. Gaining trust online should be the long term goal for any web presence activity. (Read more about the Trust Factor on What Influences The Trust Factor Online ?)Eventually , If Content Is King Then Context Is Queen And The Trust Factor Is The Royal Crown.

The How, When, Where, Why Of Recycling Old Blog Content As Newsletters

If you have been blogging for a while then I am sure , there must be a long list of blog posts which must be informative and timeless. These blog posts can be of great use and can be recycled for email marketing as newsletters.

Recycling Old Blog Content As Newsletters

The How, When, Where, Why Of Recycling Old Blog Content As Newsletters:

1. By using it as content for newsletters which will be emailed you do not have worry about the Duplicate Content issue.

2. When you send the content as newsletter and link it to the the past post for the web version of the content , the reader gets an idea of how timeless your content is and how long you have been having a firm view about the topic which proves your experience in the field.

3. If you don’t wish to reveal the date of the blog post then one can easily remove the date stamp from the blog post and make it timeless.

4. One can even create a series of newsletters where you can divide a long blog post in parts and email it as Part 1 , Part 2, etc. to make the reader more curious so that every newsletter is welcomed by the receiver.

5. One can convert old content into a video, PPT, Infographic, Slideshow, PDF, Podcast, etc and share it via newsletter as per the relevant audience and requirement.

6. Make a round up post of all important posts topic wise and share the links via newsletter along with a snippet of the post. This shares various ideas you have regarding a topic in one single email. This can be done quarterly, monthly or yearly as the case maybe.

7. When you reread old content and try to organize it you get ideas for new content (The Eureka Moments) which can be used for blog content or newsletters.

8. You can make old content more purposeful and relevant by adding latest case studies, statistics, anecdotes, narratives, tutorials .

9. Old content is a digital asset which reaps dividend if used wisely.

10. Responses from readers can be shared on social media for further discussions.

11. If you want to focus on the writers and introduce them as your team then this can be an ideal platform to do so.

12. Such newsletters can become a communication platform with existing clients with whom you want to share ideas and communicate but due to lack of time such conversations always get postponed.

Whenever you have a 'Writer’s Block' and cannot think of topics and ideas this can be a boon and in this era of content marketing old informative posts can prove the statement “Old Is Gold” to be true. All the old content is a gold mine and can be helpful in enriching your online presence in various ways.

What Influences The Trust Factor Online ?

Trust is the topmost layer of the semantic web. It is like the cherry on the top of the cake which makes the cake look appealing. People do business with those that they like, know, and trust. If a consumer believes that a specific brand produces quality products or services then such a customer is most likey to become an online brand ambassador.

Semantic Web and The Trust Factor Online

Trust is the end result of many factors in action. Trust is the emotional and logical aspect of the users decision to refer and recommend the site and content if he has been getting valuable information from the site.Trust cannot be purchased, it has to be earned over a period of time via continuous and consistent efforts and reliable actions.

The Trust Factor Online

Potential online customers critically evaluate a site before finalizing the call to action on the web page.Some of the factors the online customer may scrutinize and critically evaluate are:

  • A good updated and a functional website: A website which is regularly updated with the latest stock and offers is more trusted than the rest. A consistent logo displayed on an overall web presence on across all platforms builds brand value and also helps customers have a better recall value. Being genuine and avoiding any over the top announcements and claims also adds to the trust factor.
  • A blog that is regularly updated: A blog is a platform where you can share any news about the industry or about your company. Please do not make your blog a sales platform and avoid spreading sales messages. A blog is a place where you can establish the foundation for your online ‘Thought Leadership’. By offering information and by sharing your knowledge you show that you care and are willing to help your readers / customers / visitors. A person landing on any page of your blog via search engines or social media or via any media should get information about what he was searching for. This encourages repeat visits which lead to recommendations to others. A blog can also become a communication platform via comments.
  • Social media activity: Social media is the best platform where your satisfied readers and customers are going to share their experiences. This same platform offers you also the option for sharing the content of your website and blog. Social media is not about likes, followers and the no. of people in your circle but about what people are writing about your business/ blog or products and how it is being further shared. Social Media signals in the long run are the main source which help establish the online reputation of a business.
  • Reviews And Ratings: Reviews and Ratings where people have to login to express them have a better trust factor than the ones posted on the site by the website owners on the website. Though there is a lot of spam involved with this and this factor has to be taken with a pinch of salt it adds to the trust factor in a limited way.
  • Testimonials: Testimonials from authority people of your industry and from satisfied clients who have a good online reputation does add to the trust factor and influence the user positively.
  • Good Search Presence: Search engines are the place where all your potential buyers start from . If you have optimized your blog and website and are found by the searcher for more than 3-4 search queries made by him , it will surely sow the seed of trust in his mind and as he goes further and searches on social media and other platforms and again he finds the same presence it goes on adding up and develops an interest and curiosity to know more about your business and products.
  • Secure Payment Gateway: A secure site where the user can share his personal details and credit card details securely without any fear surely again gains more trust.
  • Quick response to the inquiry form filled by the user: An online buyer wants quick answers to his queries as he has multiple options available online. If you delay in providing the answers he is surely going to move on to the next option.
  • Brand search results: Ranking for relevant search queries surely gets you the targeted traffic but when these potential customers want to know more about your company, they expect you to rank for brand search queries too. If your website does not rank for brand search queries then it has a negative impact on the searcher. Hence, ranking for brand search queries is equally important.
  • Contact Page: A detailed contact page which explicitly has the address and contact numbers adds to the trust factor. If you do not share contact nos. and address and only have a form then it may be detrimental to the trust factor. Why should they share their contact information when you cannot share yours? Openness, genuineness and the willingness to offer answers will surely win the trust vote for your online presence. In this case being found on local search results of Google with all the details too helps in winning the trust of the online visitor.
  • About us page: Last but not the least, though people are buying the products online they always are curious to know the humans behind the front end and feel confident when the ‘About us’ page has the details of the team offering the facility online. After checking out the products people may also check out the management and other team members online especially when the amounts to be online are substantial.

Just like in real life it takes time before your friends or customers can trust you , online too it takes time to build trust and then retain it. It may range between 2 – 5 years to build the initial trust and then to retain it is a constant exercise and is a continuous effort in proving them that their trust in you is not a wrong decision made by them.

Euronet Offers An Option For Secure ePayments – Get A Digital Code For Online Purchases

While Shopping online the main concern of the online buyer is the security of the credit/debit card details being shared online. In order to make the online transactions more safe and secure Euronet, an e-payment services provider, will now provide bank customers a digital code, which will enable them to make online purchases without disclosing their card details or logging on to net banking.Just as you receive a code via SMS or email on mobile top-ups and DTH recharges to execute the transaction a code will be sent as an SMS or e-mail to the beneficiary.

Online secure Payments

Euronet is a global provider of electronic payment and transaction processing solutions for financial institutions, retailers, service providers and individual consumers through three primary business segments — Electronic Financial Transactions, Prepaid and Money Transfer.

Himanshu Pujara, MD, Euronet Services India said “The customer can buy a digital code online or in the retail market across the counter, and the SMS or the physical card acts as a store of value which is then activated at the merchant bill,”

I think it is a very good option for the online retailers and buyers and as the online market in India and worldwide is increasing in volume a direct increase in such transactions also is a possibility.

As per an article in Business Line Pujara added “Since India is growing, indicators suggest we are ready for this, but volumes need to be seen. Also, competition is huge. So we are trying to work on the differentiation, margins, integration with e-commerce firms and attempting to tie up with local brands too”.

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