Internet Marketing Archives | SoftLoom IT Solutions

Multi Channel Approach For Marketing Campaigns

Today we have many platforms to promote our business. During old times, radio was the only medium for marketing campaigns. Later television became a dominant platform. But this changed with the advent of Internet. It sowed seeds to a multi channel approach which later became a major tool for businesses for marketing campaigns. It is an approach where the businesses use multiple channels to interact with customers to sell their products and services. The channel can be direct and indirect; emails, TV ads, Phone calls, bus ads, billboards, Facebook ads, Google Adwords, Twitter, Websites etc. Marketers contact the customers multiple times using multiple mediums. The repetition is important in order to register the company’s name and their products in customer’s mind. Only then will they think of your product when the need arises.

Multi Channel Approach Challenges

Data Integration

It can be a challenge to track customer behaviour. To track the customer, Twitter and Facebook have analytics. But these data do not integrate easily. So to overcome this companies must build robust tracking system. If you have Google analytics, you will get information regarding the channel, customers use to get into your website. With this, companies can modify their multi channel approach. For example if no customers access your website via a particular channel, then you can divert the resources to another channel.

Customer Behaviour

There are different patterns of buying. These patterns can be analysed and guessed. For example, during World cup season there will be a high demand for jersey’s. A t-shirt manufacturer must recognise this time and give offers and discounts to entice customers. Such foresights on human behaviour will help you channel customers effectively.

Time and money for channels

Without knowing which channel has the best performance it is difficult to know where to spend the resources like time and money. We always have the temptation to spend more money and time on best performance resources. But this may not increase the number of customers via that particular channel. It is an art to find the best channel.

Channel Evaluation

Some customers visit your website through different or unique channels. And it is hard to know which channel convinced them. So the companies need to keep experimenting with different channels.

Coordinating channels

Coordinating multi channel is no cake walk. For example, if a customer clicks on an ad displayed in a channel and reaches your main webpage and not your product page. This situation is bad because there is a possibility that the customer closes your website thinking it’s not worth searching. So the landing page is important for each ad.

New Marketing Approach: The Omni Approach

In Omni-channel approach is a multi channel approach where the companies provide the customers a smooth shopping experience. The Omni channel marketing strategies are:

Smartphone Channel: If the customer decides to buy something online via smartphone and they are not ready to buy the item at that time. So they put their product in the cart.

Email Channel: The customer forgets about the product but it is still in the cart.

Desktop channel: The customer decides to buy the product via desktop. But sometimes they put it in cart.

In all these cases the product was safe in the cart. No matter what channel the customer used, the cart was with them until they purchased the product. This integration level may look difficult but CRM software solution can integrate different channels and these provide a seamless experience to customers. This is an effective marketing strategy.

Conclusion

The multichannel marketing approach basically works with guesswork and data integration. Mere integration is not the point. We need to identify the customer behaviour and the signals provided by various channels. If you spend more hours to calculate and analyse the data and do various strategies for different companies you can identify the faults and benefits easily.

July 31, 2018/0 Comments/by Beena

Digital Marketing, Internet Marketing, SEO

Best On Page SEO Techniques To Implement

On Page SEO Techniques or On-Site SEO is the practice of optimizing elements on the website in order to rank higher and to earn a good traffic from search engine. The fundamental goal of On-site SEO is to make a page useful for both search engine and users. On page SEO activities include using keywords in right place and in density, usage of internal links, meta tags, taking care of image SEO etc. Here let us look at the best on-page SEO techniques to be implemented in detail to attain a good ranking.

On Page SEO Techniques

In-depth Content: Content must be thorough to attain a good ranking. Google Panda update was to eliminate thin content.
Convenience: Google checks the content to know whether it is readable? Is it organized or not?
Exclusive: The content in the page must be unique and properly addressed.
Credible & Definitive: Checks whether your content is good enough to read and does it provide the information that the user queries for.

Keyword Agnostic On-Page SEO Techniques

Links used in the Page

It is a very important aspect of on-site SEO. Whether the link is external or internal? How many links are there? Let’s look what is an internal as well as external links?

Internal Links are the links that point at the same domain that the links exist on. While External Links point at any domain other than the source link.

Why External Links so important?

It is the most important source of ranking power.
These links pass equity differently than internal links. Since search engine listens what others say about you.

2.Page Load Speed

Page load speed is a measurement of how fast the content on your page loads. It is described either in “page load time” or “time to the first byte”. Your page load can be evaluated using Google’s Page Speed Insights.

3. Handling of Schema.org structured data or other markups.

Schema.org is semantic vocabulary that you can add to the HTML to represent your page in SERPs. Structured data contains the pair of a name with a value which helps search engine in categorizing and indexing your content.

4.Page URL Structure

It must be shorter than 2083 characters. It must be simple and relevant. Use hyphens to separate words. Always use lowercase letters for URL.

5. Mobile Friendliness

By doing this we ensure that visitors who access your site from mobile devices have an experience optimized for their specific device. It is best to adopt the responsive design for the sites which serves the same content to mobile and desktop users.

6. Page Metadata

It describes the page content. Let’s have glance through the metadata.

i.Meta keywords attribute – keyword relevant to your page.

ii.Title tags – text that appears at the top of the browser.

iii.Meta description attribute – a brief description of the page.

iv.Meta robots attribute – you are telling the search engine what to do with your pages.

index/noindex – tells search engines whether to show your page or not.

follow/nofollow – tells the search engine what to do with the links on your pages.

On Page SEO Ranking Factors

Content of Page: Good content has demand since it provides relevant information.
Title Tag must contain 50 to 60 characters. Try to put the keyword first. Also add modifiers to your title like best, 2018, review etc.
Use SEO friendly URL.
Fascinate with multimedia images: Inclusion of images reduces bounce rate and it also boosts user-interaction signals.
Use the keyword in first 100 words.
Use internal and external links.
Apply LSI keyword – To understand about a particular query Google looks at LSI keywords or synonyms of the searched keyword. LSI stands for latent semantic indexing.
Image Optimization: Include targeting keyword in the image file name and also in the alt text. To write good alt text keep the tips given below in mind. Describe the image as clearly as possible and keep it short. Also, use the focusing keyword in it.

Hope you all get a small idea of the On Page Optimization techniques and it’s ranking factors.

Ancy Thomas

March 1, 2018/0 Comments/by Ancy

Internet Marketing

How to Use Artificial Intelligence in Internet Marketing to outrank Competitors

Businesses that are in the nascent stage can neither ignore artificial intelligence nor wait for large businesses to come up with latest developments. There are a few strategies that can be embraced by the start-ups or small organizations to save money and stay a step ahead of the competitors in the world of Internet marketing. Here giving some informations about how to use artificial intelligence in internet marketing to outrank competitors.
When you get to hear the word Artificial Intelligence (AI) means you would think about big companies and universities who are researching on this technology. Undoubtedly, this topic is complicated and very expensive for the small business to deal with. The only thing that these small businesses do is to hear the word and then get back to their regular tasks.
However, no company irrespective of size can afford to ignore AI. This technology is creating waves in the technology world, since it is faster and trans formative over the other technologies that are already emerging. Due to evolving of Internet technology, many jobs got shrunk, since this technology has helped the business to do the business tasks briskly with less manpower. There are many venture capitalists who have invested around USD 3.6 billion in the start-ups who are doing R & D on AI. Moreover, there are technology giants including Apple, Google, Amazon and many top companies are investing a huge amount of money on AI. The small companies can use AI to improvise the product that they are releasing in the market.

What AI really require?

AI has become a buzzword in the technology world. This AI is still in the research phase in many technology laboratories. Few of the AI related technologies include.

Machine Learning: This is what people refer to about AI applications. Basically, machine learning is not about the applications or computers that are coded by the programmers, but it is beyond that. This machine learning is highly flexible and requires less coding over the traditional software. The machine learning totally behaves on the data you feed.

Smart Robots: The robots are added to the technologies to make the tasks completely automated while reducing the manpower. For instance, there is a robot called Flippy, which will make food Hamburgers faster than the chefs. This robot is integrated with various applications and is carefully crafted by the experts in robotics. There are over 45,000 robots working at the Amazon centers.

Virtual Assistants:

These are helping the customers to complete the transactions and soon the menus available for the customers on the website will disappear. Moreover, there are a few virtual assistants who will schedule the meetings on your behalf. IBM’s Watson virtual assistant can set up a bank and brokerage account for you without your presence. Capital one is using the virtual assistant which has the ability to transfer money or to pay bills for the customer with ease.

Speech recognition:

This software will listen to the commands given by humans and do the activities accordingly. You might have heard the IVRs of the call centers which will irritate you by not listening to what you would like to get from them. Advancement of Speech recognition software by using machine learning, it is helping the customers get accurate information from the call centers based on the commands given by them.

Natural Language Generation:

This technology will carefully analyze the data and then put it in the human understandable language. This will take the business intelligence to the next level. Narrative Wave consumes raw data from the industrial applications to generate insights. Environment Canada will automatically generate weather reports in both English and French language. Forbes using this NLG to give the profit report of the companies.

Decision Management:

There are two terms that are often used by the businesses to explain about automated decision making. Those terms include Enterprise Decision Management and the other is Business Decision Management. This is blend with other technologies to analyze data either completely or partially to make automated decisions.

What a business can do to make more out of AI?

You need to educate yourself on the latest technologies and learn about AI. There are many websites where you can find treasure trove of information on AI which helps you to get acquainted with this technology right from the comfort of your home. You can go through Amazon Echo and Google Home to know about AI and to learn about the technology that converts voice data into text.

You need to make changes in your business to stay on par with the latest technology trends. Need to jot down the areas where you can develop new solutions that can automate the tasks and give solutions for the existing problems. Put the latest developments you would like to make in your business in business terminology and take the help of experts on how to implement them.

Start investing a small amount and after you see profits; you can expand in developing the transformation applications. If you are into a business where you receive many inquiries from the customers and phone calls, then you need to add a chat bot and find the product that can recognize voice and answer to the customer queries immediately. This helps you to save big on customer support.

Ideally, many of your competitors might be using AI to automate the tasks and serve the customers quickly. In addition, a few companies are using machine learning and decision management to improve processes. Stay on par with help you to give a fierce competition to your competitors without losing your customers. Take an example of Amazon, an eCommerce company which is giving a tough competition to the top technology giants Google and Microsoft. Now, it is venturing into meal delivery and grocery business.

You need to keep tracking the key performance indicators of your business to make necessary improvements in the product or service time and again. You need to use chunks of data and keep averages at bay. Ideally, averages will take away your business opportunities. You need to invest time in cohort analysis and to analyze the data which helps you to gain more out of it. Always think of how to automate your business tasks and improve products to take your business to newer heights. Need to be proactive and make technology as your key strategy.

Many businesses will access the AI through vendor products. You need to find the people who are investing in AI which is also helpful for your business. You need to invest in the companies who are developing solutions on automation and data. These people will develop AI products investing in will help you give a strong competition to your competitors.

Take risks in the business to be the king of technology. Try to revolutionize your business. Constantly think of how to outrank from your competitors at least in one of the crucial business processes. Develop an AI that will help you to give the best quality product or service to the customers while reducing the cost. You do not need to stay ahead of you competitors, but you need to strive to be on par with them.

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September 8, 2017/0 Comments/by Brahmadas R

Digital Marketing, Internet Marketing, Social Media

How to use Facebook Ads for Marketing & Business Promotion

Simple tricks that gives an idea of “How to use Facebook Ads”

Undoubtedly, Facebook is one of the best social media platforms to build a network for your business and to attract the right set of audience, which will help you to generate revenue. Hence if you are a business owner; It is essential to learn How to use Facebook Ads to promote your business.

Due to a lot of businesses promoting themselves on Facebook; The news feed section on any Social media platform has lost its effectiveness now. Hence, organic search seems to have become tougher due to high competition in the market. Achieving targets through organic search on a newly built website becomes a little tougher due to huge competition and hence; promoting your business through paid ads on Social media platforms, especially on Facebook makes a lot of sense. For doing this, You may have to understand How to use Facebook Ads first; And then invest on ‘Facebook ads’ to build audience and improve your business.

Starting a campaign on Facebook is very simple. But you need to keep a tab on the performance as well; without that investment becomes completely useless. As a business person, you need to always keep a track on every single penny. And the same applies to your investment as well. When you are running an Ad campaign on Facebook; you need to think beyond the ‘post reach and likes’. Well, there would be a lot of questions on understanding how to check the Return on Investment (ROI); through Ad campaigns from Facebook, isn’t it?

Let’s go ahead and see the most important ways to measure the performance of your Ad campaigns; through Facebook and learn “How to use Facebook Ads”.

Do you know what happens after a visitor clicks on a Facebook ad that you are running?

If you are still wondering the ways to keep a tab on the performance of an ad campaign; go ahead and adapt to any of the below mentioned techniques. This will also give you an idea of “How to use Facebook Ads” effectively.

Conversion rates

When you are running an Ad campaign like this, you need to measure the conversion and this is the most important criteria to be measured. This ad campaign is created in order to get a lot of clicks from the visitors who check your Ad.
Lead generation

You can keep a tab on the count of people who would be interested to sign up for an offer that you have posted on the landing page through Facebook. For example, a click at the landing page would cost around $4 and with a 10% of conversion, you would able to analyse the investment and the results achieved through this ad campaign. However, at times the ad campaigns would only get you a lot of clicks without any conversions at all. In such cases, you need to quickly run a systematic analysis on the landing page to get more conversions. This is an important thing you should take care when learning “How to use Facebook Ads”.
Generating sales

This metric can be used to track the investment you have made on an ad campaign when you would want to sell a product. If you are unhappy with the number of sales you have made, you may have to either increase the budget on the ad to reach more people else, wait for the ones who have already visited to get familiarized of the product you own and convert them.
How to increase the traffic on your website

Boost a post to check the number of likes and this ad campaign will only increase the number of likes on a particular post you have boosted or the overall page. Besides measuring the conversion rates through the above mentioned campaigns, you may also choose to have Facebook pixels too. This can be done when you want Facebook to track the rates on conversion to optimize an ad for you.
Frequency

This campaign is completely based on the budget, if you are good to invest quite a bit on the ad campaigns; then, this ad campaign would certainly be of no interest to you and you need to make sure to keep a tab on the frequency of the ad campaigns to track the investment. The idea behind running this campaign is to keep a track on the times for which the ad gets displayed to the visitor. Never annoy a user with the continuous display of same ads repeatedly. Visitors are likely to get bored and the chances of them leaving your website would as well increase due to this.

There are even instances of AdEspresso reporting about users getting annoyed over an advertisement.You may also take a hit on the relevance score if a visitor submits a feedback to the Facebook about the ad campaign as ‘Not Interesting’. If a visitor is interested, they would certainly get in touch with you; displaying an ad repeatedly would only put-off the visitors. If this is likely to affect your business badly, you can always choose to redesign the ads by changing the value propositions. Choose the option ‘Daily Unique Reach,’ which can make sure the ads are being displayed only once to the exclusive visitors.

Note: There are no substantial evidences on setting an upper-limit cap. This is completely dependent on the product, the type of ad campaign as well as also the type of industry.
Spend as well as ROAS (Return On Advertising Spending)

You should always focus on building quality traffic on your website, but; why should someone focus on this aspect?

To build substantial revenue, you need to have concrete plans. By just running ads on Facebook; you may not be able to get the complete ROI (Return On Investment) on the business you have made. Having a strategy guide on ad campaigns becomes very important along with the revenue. Try to reallocate the ads to track the performance on the ad campaigns. This will enable you to keep a track on the ad campaigns that are least effective. You need to have a clear strategy on the budget as well along with the type of ad campaigns you would choose to get the target audience. Always keep a tab on the expenses to know the performance of the ad campaigns. In order to get a clear picture on the investment, you can use the feature Facebook tracking pixel.

Haven’t you set up pixels and are you seeking help on calculating the ROI on the investment you have made on an ad campaign?
CPC (Cost Per Click) and CTR (Click-Through Rate)

CPC is the cost of an every average click that gets routed from your ad to the web page. CTR is used to calculate the proportion of people who visit the website, after having a look at your ad. If the CPC is high, then you must ensure to check the CTR. A small CTR is a clear indicator of your ad creative not being good or the way you choose your audience is not right. Though both these measurable are not of that importance; they are certainly used as a general gauge to check the creativity of your ad campaigns.
Cost per Action

You can choose to select the ‘Action button’ to achieve a desirable behaviour from a prospect customer. This includes the click on your page, a visit to your website and also views on the videos that you have posted. You may not be able to achieve any insights by actions alone. For instance, if you take a comparison between two ads, it is good to have a tab on the ad that generates a lot of actions.

To get the exact view of your ads, it is good to have run a Cost per Action campaign. Always, try to have a lower CPA to manage the conversion rates to drive good amount of revenue. Try to measure the CPA, ad set expenses, frequency as well as other metrics, for a better context. For instance, if you have a Cost per Action of 80 cents, it only gives you a picture on creating an action cost. If you calculate the same thing with the frequency and the expense, then you would get a holistic view of the entire campaign.

Along with the metrics that can be used to make your ad campaign effective, you should also know about the vanity metrics as well so that you do not get overwhelmed about the ad campaign. It’s good to know about the 3 vanity metrics that usually distract marketers. If you hear a marketer blabbering about a random metric, then you need to understand that these campaigns would not make much difference which would impact the result in the success of your campaign directly and it is good not to give too much significance to any of the metrics.
Likes and Theoretical reach

What is that you look for when you first visit a page on Facebook?

As a social media marketing specialist, you should be looking beyond fans and likes on the pages. It’s pretty simple to buy likes through ‘Fiverr’ to generate a false social testimony. A lot of social media marketing professionals would be overwhelmed and end up buying unworthy ‘likes,’ especially, after getting to know that their competitors have a lot of fans. Though you can increase fan followers, the social media commitment will definitely go for a toss. You should have a different perspective to look at a page which has about 75,000 fans, but has a very likes on the updates they share, as a social media marketer; you need to start analysing the situation instead of getting excited. Like dealers are getting a strict warnings from Facebook so that the businesses do not end up having fake likes.

What you do if you earn likes through Facebook Ad campaigns?

You should be aware that gaining fans from running ads is still fine when compared to buying likes from companies. However; you should know that accelerating your business through Social Media is also important. But, you need to stick to proper techniques of running an ad campaign. You should also remember that the number of reach on your posts is never proportional to the number of likes and the kind of engagement that happens on your posts. So, it becomes important that you do not fill your report with just the number of reaches your ad would have received.

Buffer started running an ad campaign at $5, although their reach was over 7k, their click rate was as less as only 95%. The total number of click-through rate and the views on the video also would be misguiding and I don’t think that you should rely on click-through rates, either. Clicks can be useless, in a lot of ways. Was your ad so powerful and it made the person click on ‘see more’ button, though your ad copy was lengthy?

If you want to start an ad campaign to generate a lot of likes on the Facebook page, then such clicks are almost of no use at all. And, if you are looking to generate a lot of traffic on your website from these Facebook Ads, then you may have to specifically depend on these ‘link clicks’. Another metric that most of them depend on while going for a video ad is the number of views.

Did you even know; that if a video is viewed for more than 3 seconds on Facebook it is counted as 1 view?
With the feature of auto-play (they are claiming update the policy) on the news feed section; it makes absolutely no sense as the videos are automatically played. They are watched without knowing anything about your brand.
Relevance Score

Relevance score is one of the important aspects to achieve better results through paid marketing campaign. And this has a straight impact on the advertising fee. Chances of lesser relevance scores beating those with more relevance scores are also there. Are you eager to understand how that happens? Relevance score would only let you know about the relevance of your ad campaign to your set target audience and demographics. But, it doesn’t criticise the quality of your ad creative and copy.

So, now you have understood “How to use Facebook Ads”. You are aware of both the best and the vanity techniques of running an ad campaign effectively on Facebook. So, it’s all in your hands to take your business to the next level through ads.

Conclusion
‘Facebook’ is gaining it’s popularity day by day. Hence, ‘Facebook ads’ have been considered as one of the most powerful lead generation opportunities for a lot of businesses.

Never follow the vanity metrics that would mostly misguide you. It may be hard to follow all the metrics mentioned above for How to use Facebook Ads. However; to get a better performance report about your business and have in depth details on your ad campaigns; it becomes important to have these metrics in place.

Now, You have understood How to use Facebook Ads. You are now aware of the five most important metrics; which can be focused on to measure the performance of your ad campaigns on Facebook. It’s good to bring all the metrics together. Instead of trying to view the performance of each and every metric in isolation; check for the performance of your ads

The list of metrics is pretty exhaustive however; I have tried my best to give it a best shot to explain some of the metrics in this article. So I want to hear from you, in the comments below. Also do let me know about the metrics you’re relying to measure the success of your campaigns?

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July 19, 2017/0 Comments/by Brahmadas R

Internet Marketing, Social Media

6 Social Media Engagement Tactics to Spice Up Your Marketing Campaign

Social media engagement is an art that’s constantly transforming as time goes on. But just like everything, there are certain fundamental techniques when used consistently, show promising results on a continuous basis. This blog is just a mere reminder of the engagement tactics that work at present. You should be leverage these tactics for increased engagement of your postings.

If you’re having a hard time making the most of your social media marketing strategies, these tactics are for you:

1. Sharing content that’s fresh and ultra-new

Many of us attempting to grow our followers and fans on social media make this mistake of merely sharing trending content.

Trends do matter because it helps businesses that create content around the trend to garner more traffic to its online presence. If you are constantly sharing trending content on social media, you are just sharing what people have already seen and adding yourself to the elaborate list of results for that trend.

If you really want to capture the attention of those social media users, you must share fresh, high-quality content that’s actually useful to them.
You can source that content by getting ideas from online forums like Quora, Reddit and BuzzSumo.

2. Asking Intriguing, Thought-Provoking questions

What we might be finding absent from my Twitter feed the most these days are questions. Questions that pause us from what we are doing. What could possibly happen when you ask someone something intriguing? They would instantly drop what they were doing and then pay attention to what you were asking them. They might also attempt to answer.

Questions will always be one of the best ways to keep your followers engaged. The best, fun part is that you could ask questions with any form of content: polls, infographics, images or even in the conclusion of your blog post.

3. Including super-attractive visuals

Only a few number of write-ups focus on visual content, and they are really powerful. I have lost track of how many times I came across this statistic: A human brain processes visual information 60,000 times faster than it does texts.

In case you are unwilling to spend a few bucks, there are several sites that offer high-quality stock images free for use. You could quickly patch up together a visual with one of the many, easy-to-use image editors out there.

4. Participating in online communities

Just as entrepreneurs and businessmen attend many events and conferences for networking, internet marketers can network on communities and groups over social media.

There are many communities and online forums that discuss specific industries and subjects. By identifying those that are most suitable for your industry, you are basically narrowing down to your powerful, target audience.

5. Hosting and participating in Twitter chats

Twitter chats are an excellent means to focus on your target audience and are so efficient in creating engagement. People who usually participate in Twitter chats are distinct, specific and usually enthusiastic about the topic being discussed.

Start by either creating or hosting your own chat, or participate in other Tweet chats that discuss topics in your niche.

Twitter chats are ultra-quick, intense and also an eye opener as you will be exposed to so many perspectives. They could be a rich source of inspiration for blog post topics and fresh content ideas in general.

6. Tagging relevant people

This must be the most underrated tactic. The general social media marketing approach leaves little room for interactions on a personal level. In most cases, it’s just a conversation between a brand and all of its fans/followers.

A great way to initiate relationships is by consistently sharing content written by others and letting these people know what you have got for them. This is a great strategy if you are looking to build relationships with the influencers in your industry.

Interviewing many influencers and getting their thoughts on a subject could not just contribute to one amazing blog post, but would be a great source of pride for them too that they would start sharing your content. As you get shared often, this could increase the engagement of your followers as they would be waiting to see what you have got next.

Participation in online forums isn’t so demanding. Just earmark 10 minutes a day or so in order engage and interact with the people in them and their posts. Reach out and position yourself as a reliable source for information by assisting people with technical queries

Have you got an engagement tactic that’s worth being explored and tried out? If so, please leave it in the comments for an inclusion.

Conclusion about Social Media Engagement Tactics

If you like this post about social media engagement tactics please feel free to share your option at the comment portion. Hope this an awesome article on social media engagement tactics.

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October 20, 2016/0 Comments/by Maryam

Internet Marketing, SEO

KPIs and Metrics in SEO: 15 Ways to Measure Your SEO Success

When you start an SEO campaign for a website, eventually you will realise you need some sort of measure to check your performance. Certain fussy clients who can’t quite see the impact of your SEO campaign request for progress reports and performance website analysis. So how do you illustrate your success to them? Or what means can you use to check and measure what difference your SEO activities are making?

It all boils down to one thing: You’ve got to keep track of what you are doing. There are lots of elements you need to track on but where do you start? A successful campaign uses a control system to measure whether your SEO campaign delivers results. KPIs are one of them.

Read on to find out what are KPIs in SEO and some of the metrics that actually give you insights into where you have reached along your goal path. Besides, analysing your goal outreach, KPIs help in efficient reporting, improved performance and client satisfaction.

What is a KPI?

KPI is an abbreviation for “Key Performance Indicator”.

KPI is a metric that is used to ascertain your actual performance against your business objectives.

So, in Search Engine Optimization (SEO), KPIs are metrics used to measure your performance against your SEO objectives, which could be ranking number 1 for the different business keywords on Google, increasing the time spent on the site, getting more conversions and sales or building your subscriber list.

Metrics could either be expressed in numbers or in ratios (percentages). So we actually have “number metrics” and “ratio metrics”.

Page views, the number of visitors to a certain page in a given period, number of sessions are number metrics. Whereas, bounce rates, conversion rates are ratio metrics as they are represented in percentages or ratios.

So What’s the Difference between a KPI and a Metric?

Just the context. Basically, metrics are just a value of some sort. It can be the number of page views, unique visitors or conversion rates. But KPI adds a business value to that metric.

KPI is whether the metric is changing over time and whether it’s increasing or decreasing and in what direction.

So generally, a metric becomes a KPI when it impacts your SEO Campaign significantly. You can greatly increase the conversion rate on a website by optimizing the site for keywords, good design and so on.

How to Find Your Relevant KPIs For an SEO Campaign – KPIs in seo

To precisely quantify your SEO success, decide what you are really trying to achieve from your SEO campaigns. How do you want the end-result to look like?

1. First, identify what the client’s business is about and its specific objectives. It can be increase in conversions or an increase in the number of orders. Also do a competition analysis on the relevant keywords. It’s because a higher competition can take a long time and requires larger work volume before you actually start delivering results.

2. Translate those specific objectives into measurable goals which can be expressed in numbers or percentages.

3. Tie your KPIs with these goals.

For instance, your client’s goal may be a 10% increase in net sales for the next 3 months. Then your KPI is the net increase in the conversion rate for the website for that period.

If your client is a publisher or a blogger whose main source of income is from the Adsense Ads displayed across the site, then the relevant KPI may be “pageviews”.

If you are unsure as to whether a metric translates to a relevant KPI, measure its impact on the client’s business. It can be an increase in sales (conversions), income or subscriptions.

If a significant increase or decrease in a metric causes a corresponding increase or decrease in costs, revenue or impact the cashflow of the client’s business, then consider that metric a KPI.

Universal SEO KPIs

As your clientele expands, the number of performance reports you have to create also increases. Consequently, your headache can soar too! So here are a few universal KPIs to make your life simpler. These KPIs can easily be measured using Google Analytics Dashboard for the website, Google Search Console, Moz OSE and Alexa Ranking tool.

We have categorised the KPIs for SEO into four:

Awareness: How is your site performing in terms of SEO? How much have the rankings increased for the keywords in a certain period, say 3 months?
Content Performance: Are people visiting your site consuming your contents?
Engagement
Conversions

KPIs for Measuring SEO Performance/ Website Awareness on Google

Ranking changes for the marketable keywords (Keywords that aid in conversion)
Ranking changes for secondary keywords (Keywords that bring traffic but doesn’t help that much in converting)
Increase in organic traffic (number of clicks)
Number of impressions
Increase in brand search traffic: Brand search traffic comes through a search in which the keyword is your brand name
Changes in Domain Authority (DA) and Page Authority (PA)

KPIS for Measuring Content Performance

Number of Page Views
Increase in number of sessions, unique sessions
Percentage of Returning Visitors

KPIs for Measuring Engagement

Average number of pages per session
Bounce Rates
Average session duration
Average Time Spent on a particular page
Social Action taken, such as a Twitter share or a Facebook Like

KPIs for Measuring Leads and Conversions

Leads and conversions on a website can be tracked by adding the relevant landing page for “Goal Tracking” on Google Analytics.

For an E-commerce Website: If you add the shopping cart page under “Goals” in Google Analytics, you can track the number of times an item was added to the shopping cart. If the item proceeded to the “Payment” page, it is a conversion. If the item was added to the shopping cart but no further action was taken, it was just a lead but not a conversion. Herein, you can suggest factors for converting those leads into customers.
For a Service Website: The “goal” can either be a visit to the Contact page, the Pricing page or filling out an enquiry form. The number of people visiting the Contact page or filling the form is termed as a conversion KPI for the website of a service company.
For an Adsense Publisher: The conversion will be the number of clicks on the ads displayed on the publisher’s website.
For a Blogger: The increase in newsletter signups, the number of ebooks or PDFs downloaded from the website or the number of subscribers would be a conversion KPI for a blogger or a news website.

SEO is a never ending process. The algorithms change, the number of competitors change and more and more clients come in requiring digital marketers to monitor campaigns on a continual basis. Being digital marketers and SEOs, we identify those areas of the site which can be improved more.

KPIs are a huge part of SEO and can give you suggestions as to how you can improve those areas on the website and optimize it for conversions. What worked in favour of SEO before doesn’t anymore. Google has evolved the job of an SEO professional a lot and all of this means that it’s a bit harder to prove the ROI to your clients. These days, reporting has a bigger value attached to it. It can help you perform great and also is a means to make your client realize the true worth of your SEO campaign.

KPIs help in managing your campaigns better, which in turn converts you from a simple SEO professional to a strategic business partner who clearly provides value in all your services. Of course, each business is different and can have their own KPIs, in addition to the ones above.

What set of KPIs do you use to measure your success?

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October 8, 2016/0 Comments/by Maryam

Internet Marketing, SEO

10 Interesting Facts about Internet Marketing

What makes Internet Marketing unique?

Planning to step into the world of Internet Marketing ? This is why you should try it. Just a glimpse into some of the very interesting facts on Online or Internet Marketing. The domain of Internet Marketing is vast. But every marketer has to get acknowledged with some basic concepts first. Like it’s said, first things first!

#1 Attracts Attention On A Large Scale

These days people spend more time on the Internet than on any other service. The exposure is quite larger here as compared to other media of marketing. The various forms of internet marketing such as blogs, social medias, etc make it a lot easier to communicate with people. Customers get to know about each new product in the market instantly.

#2 Efficient Time Management

The marketing strategy enables to share advertisement campaigns simultaneously on different platforms. Time effectiveness is a key feature of Internet Marketing. Millions of customers can be handled simultaneously without degrading customer satisfaction. This way the task is less time consuming and tedious.

#3 Cost Effective Service

Ever thought what it takes to start with internet marketing? Well, it takes up only a few of your ideas! Yes. Less or no apital investment is required. All you need is some good blog writing skill and you are almost there. Compared to the traditional marketing methods, internet marketing paves a path to a cost effective service.

#4 Wide and Global Reach of Customers

It is much easier to introduce the products in the market on a global and wider prospectus. This can be done without actually doing all the hectic travelling. Once the product is introduced, it can be at your doorstep within a single click. The modern era of shopping is addicted to these online shopping free these days.

#5 24*7 Service

Internet marketing is available on a 24*7 basis. In other words, your online campaign doesn’t work on the basis of any time schedule. It is available on the net from the moment you upload it online. Any user can access it the moment they switch on their system. This makes the task all the more simpler. Bid good-bye to the time constraints!

#6 Quick and Easy Accessibility

Everything is just one click away. Whether it’s fashion or home appliances or gadgets, just select your choice. The service is swift in action. There is no nag-nag of those salesmen or risk of travelling. Enjoy a happy home shopping experience!

#7 Easy Catch-Up

It is often difficult to save every retail retailer number on your phone. The visiting cards also do not help us much. Only beacuse we misplace them too soon. On this context, internet marketing makes it easy. Every retail information is available on the Internet. All you have to do is just take the retailer website and get the contact information.

#8 Online Payment Service

With the evolution of internet marketing, internet banking also made it way into the digital world. These days payments are mostly made digitally. This ensures quick and instant payment service over the net. The bulky bundle of cash is an old story now.

#9 Machine Learning Solutions

Customer behaviour based options are kept in front of us. This is the new era of technology called Machine Learning Services. Now even the bots can understand and play as per our choice. The systems can automatically configure based on customer behaviour. Options are set as per each user style. In the following days, this can lead into a new form of internet marketing.

#10 Long Term Services

The service starts once the ad is put up online. Even after the product is sold, the campaign remains. This attracts more user demand. There is no time-period for how long the service can last. It provides a long-lasting and continuous affect on the customers.

This is just a sneak-peek into what Internet Marketing can do. I hope this gives you an idea about just what you are looking for. Have a happy Online Marketing experience!

September 28, 2016/0 Comments/by Hena

Multi Channel Approach For Marketing Campaigns

Multi Channel Approach Challenges

New Marketing Approach: The Omni Approach

Conclusion

Best On Page SEO Techniques To Implement