Tag Archive for: Google

How AI is Disrupting Google Search?

How AI is Disrupting Google Search?

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 A good view from Eric Enge on how Google is improving its search result quality with Rankbrain – its newish AI powerered algorithm.

However, and it’s a big however, 50% of new millennials don’t use search at all – they are simply told stuff by other people – combined with AI assistants like SIRI and Google NOW being pre-emptive. . . search may actually be decreasing. . .

From Fast company: “A new study offers a peek behind the scenes at how Google structures its search results. The study focuses on how Google’s RankBrain algorithm, which was first announced in October 2015, parses the English language. It’s one of the most detailed efforts to understand the algorithm to date.

“Google improved in about 55% of the queries that they didn’t understand back in July of 2015,” study author Eric Enge told Fast Company. “Honestly, I think that’s pretty amazing.”

Enge, who works for marketing consulting firm Stone Temple, focused on how RankBrain works compared to other Google machine learning products. He then made inferences on RankBrain’s behavior and results, which is something Google has not extensively discussed publicly.

In order to conduct the study, Stone Temple compared a sample set of 1.4 million pre-RankBrain queries to Google’s current search engine. They then analyzed a small remnant of search queries from the older set for which Google didn’t provide appropriate results.

After the launch of RankBrain, 54.6% of search queries that previously returned irrelevant results began returning appropriate results.

Some of these hard-to-resolve searches included queries like “What is low in the army” (Where the searcher is believed to have been searching for “what is low rank in the army”) and “Why are PDFs so weak” (Which, in the older version, first showed PDFs with the word “weak” rather than results about the security of PDF files). Stone Temple also saw what appear to be improvements surrounding specific phrases like “What is,” “Who is,” and “Where is.”

“We also found certain specific classes of phrases they handle better,” Enge said. These certain misspellings, such as when users misspell “Qatar” (the country) as “Cutter.”

One of the things Enge emphasized in the report is that he believes RankBrain has a negligible effect on SEO. He writes that it “simply (does) a better job of matching user queries with your web pages, so you’d arguably be less dependent on having all the words from the user query on your page.” The biggest changes from RankBrain, he added, have to do with increasing search quality and creating a likely framework for Google to apply further machine learning improvements to its search engine”

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Source John Straw

How Can Audience Profiling Help Reduce Marketing Costs And Improve Online ROI?

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Who is your online audience?

In most cases cusotmers say well, this is online right, so anybody can come & see my website.

Well, in this video we are going to see why audience is so crucial for defining online ROI for your business?

There are 3 ways How You Can Define Your Online Audience?
Let’s get started

1) Know Thy Business:

Treat your audience as if you are sitting right in front of customer across the table.

So if you customer is sitting across, before he makes buying decision.
Those questions need to be answered to yourself & then you’re content to be positioned in that manner. Because you would want to talk to your potential customers right?

You won’t want to talk to everyone at the street about your product. You would want to talk to customers who are going to give you time who are interested in buying from you.

Know your business, what are the questions, what are the problems. Do not optimize you online content for search engines, optimize for your customers problems & solutions that you provide to them.
Because, make no mistake your customers are looking at solutions on the web not searching for random website.

2) Purpose Of Your Audience:

Now this will vary from business to business. But you need to clearly understand, identify & established what the purpose of that audience is when he comes to your website or online presence.

  • Is he coming for information?
  • Is he coming to take some action? Or
  • Is he coming to make some transaction? May buying from your store.

That purpose will be very clearly identified, established & presented to your customer.

Because many cases I have seen retail websites, giving away too much information without the main transactional calls. On the other hand I see lot of B2B websites giving a lot of transactional CTAs without providing right information. This is going to take your customer away. As I said customers are going to come to your website for solutions to their problems.

Therefore you need to be able to position yourself, your content, messaging in such a way you & they are very clear when they come online as to what they want & what has been delivered to them.

3) Audience Demography:

This is also an important aspect, but highly overlooked. Because you may have the relevant, engaging content, but if you are not hitting the right demography they you may be losing big opportunities.

Example: Is your business geared towards interacting with CEOs or you are trying to educate mid management through your online presence or you are trying to provide information to base level executives? Is that clear? Is it clear on your website? Do you know who is going to watch that content? Have your positioned your content? If you have very basic information given out & CEOs coming out watching out your content are they going to be impressed at all? No. Or you really give out high end stuff & your audience is the base level executives looking to find information so that he can create reports to present it to his boss, even he is going to get stuck. Because the way they will interpret, deceive for the language is going to be extremely different right?

So you really need to know who is going to read that content & how they are going to interpret it towards taking business actions & business decisions. So understanding of that demography becomes so crucial.
So those were 3 ways of establishing your online audience, there are so many other factors well but I have tried to cover top 3 according to me.

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How To Build An Online Business Sustainable Long Term With Changing Technology?

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In this ever-changing online world where things changed over six months.
What approach should be taken to be able to grow the online business sustainability?

Very interesting question and to that my answer was If we takes care of these 3 aspects, we would be able to build a sustainable and stable business over the long term.
Let’s see what they are.

1. Intent:
In the online world, a billion searches are happening every day for various reasons. For example, you are an online store selling mobile phones what could be the more pertinent search for you? An iPhone history our latest iPhone X Model which is more relevant for you? The second one Right? Which means understanding the context of what that search is so important for your business.

Because if I were to optimize for iPhone history which has been searched 10K times. It’s not going to bring your business. It just going to bring me traffic where people are trying to search for the iPhone history.

You want people to buy from you, Right? Therefore, capture the intent of the keywords being typed in and then optimize your online presence for that intent. That will always deliver relevant traffic for you and relevant traffic means business.

2) Content:
Once you’ve established intent on the search. You must quickly able to position the content that addresses that specific intent. So if in the previous example: latest iPhone X model Right? The content should be positioned to show various versions of the model, colors & specifications & everything that the user wants to know when he is making that final decision. What’s more? There should be also things like giving him comparisons to other models so that he can make an informed decision and at that place itself.
If he has a query, he should be able to connect with you as well. So positioning that content is so very important. So you understand the intent then you position your content to be able to convert that relevant traffic into an engaged one.

3) Engagement & Enablement:
The part of the content was to ensure that you create your content in such a way that the user remains engaged on your website or your online presence. So there are some questions, he is talking to you, looking at videos, reviews. He is able to ask questions. It’s all engagement.

And once you’ve got him engaged you have to be able to give him the power to make those buying decisions and to be able to simplify his buying experience. So you have an e-commerce facility on your website so he can make that purchase decision. You have a facility where he can request a quote, he can compare models, and you can give him offerings of accessories along with his purchases.
All that is enablement for the customer to make that buying decision.

So if you go through this root INTENT | CONTENT | ENGAGEMENT WITH ENABLEMENT

Irrespective of whatever happens in the online world, technology will change, the competition will increase, and search engines will go up and down. But you are directly targeting the customer. If we do that then that is no harm to business your business would always remain stably sustainable. Yes, you will have to make those changes. You will have to adapt to changing new technology and environment.

But the primary focus is the customer. So if you really understand your customer, you will be able to deliver long term business for your customers and grow your online business.

I hope this blog was helpful. If you have any questions please write to us on the email is shown on your screen.

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3 Key Inputs To Focus While Planning Google Ads Campaign To Yield Correct Output?

3 Key Inputs To Focus While Planning Google Ads Campaign To Yield Correct Output?

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Hello everyone.
I keep receiving a lot of e-mails messages and interactions with customers, regarding their Google AdWords campaigns. Most of them feel that those campaigns are not yielding the right outputs for some reason and as you know these campaigns are expensive, planning those campaigns becomes extremely important. In this video, I’m going to help you with

3 key aspects of Google AdWords campaigns that you should focus on when planning campaigns.
1) Selection of Keywords
 Try to evaluate this volume vs. relevancy. In most cases campaigns are planned based on volume of searches. For .e.g. certain keywords has 10K searches, those keywords I picked up for the campaign assuming that more traffic can be reached out to. Try to compared with relevancy is the key word relevant to your business? Or is it too generic? Yeah because generic keywords could try to bring traffic which may not be relevant to your business and you would actually lose time addressing irrelevant inquiries.
Therefore Relevancy vs Volume.
The second aspect of this would be pricing vs. clicks and this is another aspect where we try to look on cost per click and then try to make the calculation based on the budget,
To define how many clicks we want to build. Don’t do that.
Well on how many clicks you want to work on the right you want to choose and then arrive at the budget working on them the other way round. That would yield more results, more relevant inquiries for your business.

2) Ad Copy
 Are you writing your copy for search engines or for the users or potential customers? I’m sure it’s the second is right. If that’s the point then why are we stuffing keywords to ad copy. Don’t need to. Ad copy you should be as natural as possible. Compare with your offline campaigns, with banners, hoardings, printed material, do you stuff keywords there? No, you directly come to your message. This same approach that you must follow when you are making an ad copy for Google Ads as well.
Google has become very smart to be able to map your content & intent to show up our ads. So don’t get stuck in the keyword-based ad copies.
Another important aspect here would be action vs. information.
Do not create information-based ad copies they won’t make sense. You want action based ad copies, you want users to take action, interact with you. Therefore generate that interest, generate that kind of enthusiasm so that visitor could be able to connect with you. Ask questions? Throw facts, surprise him. So that it will generate the interest to click and check your offering.

3) The landing page
 This by far the most important element of your Google ad campaign. Before I even started the campaign make sure your landing page is correctly indexed in Google Console, it loads fast, it is responsive, correct goals to capture the user information has been set once this is done. Then actually your campaigns should start. So the landing page is the most crucial aspect of your Google ad campaign. Here to focus should be more on interaction vs. information. You want to continue the experience of the user who’s clicking on the ad. You’ve got a great copy and the user clicks on it with anticipation go read further about your service. But if he lands on something which is a crab on which he already knows then it’s not going to have any interaction. With you. So make sure that your landing page has interaction points. The user can move around, keeps him excited. He wants to see, he wants to talk to you, ask questions. So create those points on the website and then make sure that it’s tracked & then you will see your landing page starts converting through Google AdWords.
So those were my 3 tips for your Google Ads campaign. I hope you found them useful.

If you have any particular questions on queries write to us in comments or email us @ amod@zoomyourtraffic.com

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3 Reasons Why You Are Facing Google Penalties?

3 Reasons Why You Are Facing Google Penalties?

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In this video, I’m going to explain,
Why Google is penalizing your Website?
In the next video, Why Google Is Not Pushing Your Website Up?
So let’s get started.

Google penalties is something that needs to be understood very carefully. A penalty will only be applied when something goes against their policy terms. Otherwise, there’s been no penalty. So need to carefully understand, if there any violation of any term, policy or guidelines that Google has provided.
So let’s get 3 such instances where this one issue can happen and then you could be penalized and if you can review these 3 instances, you can make the recovery that is needed.
1) Avoid Any Violation
 This is because once you are penalized, retaining back is very difficult. You may appeal to Google, but you don’t know when they are going to respond. So be careful & plan on how you want to really plan your campaigns so that you will never face penalties.
i) Link farms or content farms. This has been one of the primary areas where Google has really targeted and focused on wiping out websites that have this issue. In the early 2000s and even coming back, this was around but was very useful. People made millions of $ using these kinds of schemes. It doesn’t work anymore, but surprisingly it is still being practiced.
Google is getting very strict on these things. So if you have gotten into any of these link building schemes or content farms links, where you pay, make reciprocal links, 3rd Party links, avoid them because they are extremely irrelevant and the no. of links definitely not help you rank.

You need to build relevant links. A link is basically a continuation of experience according to me. So you read a snippet you say click here and for more information click here, go to that page, should be a continuation of what we are reading already. Then it’s going to create value. If not then it’s absolutely no value. And if you are indulging in these kinds of practices, its certainly advise please stop it right now and get all those links clear.
In cases, you have used 3rd parties request them to remove it. If done it yourself try to remove them yourself. So, link & content farms are absolute no.

2) Clickbait
Clickbait is another area which is against Google guidelines. This means that you actually create a buzz by creating snippets of text like, hey this is something exciting please watch right now. Don’t miss it. But when you actually click it opens up some scrappy stuff with the few images and it just really disrupts the expert. In some cases it’s not even relevant to what you’re trying to say, this is just called a click-bait and generally done to improve visitor traffic to the website.
If that happens, Google is so smart enough now to understand that you are just trying to build traffic to your Website. This is going to really attract a penalty.

In some cases, its seen websites have been being de-indexed and this absolute no chance of reviving them after that. So be careful with click baits and do not fall for it, if you are already done that then its’ definitely advise going on the recovery mode right away before Google actually identifies it & penalizes your website.

3) Duplicate Content.
This is another area that you have to really guard against. A lot of webmasters for themselves and their customer’s projects in the haste of building traffic, rankings build content based on keywords and repeat it on multiple pages or build pages for variation of keywords.
For e.g. having a page for 4, 6 & 8 wheeler trucks with same content just a few changes here and there. This is a serious duplicate content. You may want to have different pages type of trucks, but the content, tags, meta content on them must be unique, their tags, meta content must be unique. Basically, the idea is to build value from the page. Are they going to add value to the reader? If that’s the case, then only those pages are going to be ranked well. However if Google spots these multiple pages with the same content, then definitely duplicate penalty going to arise.

So those were 3 areas where Google penalties can be applied. There are many other areas where Google can still penalize if there’s a violation of the guidelines.
Therefore my suggestion to all webmasters, SEOs to ensure to follow the Google guidelines carefully.
Build awareness, read documentation, probably learn from experts and try to understand what works, and what doesn’t.

The recovery from penalization can be extremely tough. It’s basically forewarned is forearmed and prevention is always better than cure.
So work on that principle and your website will never have Google penalties that keep happening from time to time to websites.

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3 Reasons Why Your Google Rankings Are Going Down?

3 Reasons Why Your Google Rankings Are Going Down?

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In this video, we are going to talk about why is your website not moving up on Google ranking?
This question is also for SEO & online marketers, but it is also relevant for business owners who are running their own SEO campaigns this could be useful for them as well.
1) Thin Content:
Now what I mean by thin content is content which is not powerful enough to hold the viewer. You may do all the SEO techniques and get your visitor on your website through SEO & other programs, but if you are not going to hold your visitor on your website, then basically it’s a lost opportunity. Because the visitor must be getting some basic information & he may just move on.
Remember, customers are not looking at what you are offering, they are looking whether you have solved their problems. Are your websites addressing his problem?
If you do that then customers will retain on your website & make no mistake Google is watching this, their bots-crawlers, collect this information, your browsers are sending this information to Google & other search engines.
Based on that they will evaluate & see how much value you are providing to your visitor & then they will push your website up or keep it as it is. Therefore it really makes sense you have rich content on your website. Content that engages & urges the user to take action in the right direction to make their business goals. You need to ensure to have that rich content on a website that engages audience & builds that trust in his mind, so he can take specific action to connect & do business with you. Once that happens you will see your website moving up in the Google rankings.

2) The Stale Syndrome :
When was the last you updated your website?
In my experience, in most cases, 90% of businesses who make a website, don’t even look at the website for next say 2-3 years. Has your business stayed at the same level that was when your website was built? You have moved on Right? You widen your products/services, went into new areas/markets. Why isn’t updated on your website?
This is a very big mistake & Google is watching this. Google always looking at your website whether it is very up to date, refreshed, fresh/relevant content for today’s time. For e.g. I have a page on website talking about iPhone 4 is this relevant today? No, it’s not, I must have a page that talks about iPhone 10 latest product info. So I need to keep on updating that page, so that it stays relevant with time, because my market, searchers, the audience is moving ahead, whether I do it or not. So I need to be intuned with the market, the audience who is becoming smart, so I need to update my website all times, so that they get the value & Google understands I am keeping in intune with that value that they are requesting from me & then they will push my website up.

3) Google Algorithm Updates
It’s very technical, but it’s very important for all businesses to understand, that Google keeps on updating their algorithm from time to time. Now, this is intuned now the market is changing, how consumer behavior online is changing, how technology is changing. So they keep on changing their algorithm to ensure only the best content is shown up when searchers are made & therefore your website needs to adapt to these changes, needs to conform these guidelines that Google & other search engines are creating out. This could be in terms of having your website responsive, adpats to all mobile devices & keeps a very consistent experience to the user, could be in terms of security where having those specific SSL, https:// So that it creates trust in the mind of the visitor when transacting on your website. So all these technological updates, market behavioral changes are impacting your website’s presence in the eyes of Google & the consumer, first consumer & then Google. Your focus must be consumer first & then Google’s part will be taken care of. Once you start making these changes, Google will automatically observe that & help push your website up.
So those were my 3 reasons why Google may not push your website up & how you can really work on some of these aspects to help Google rank you higher. There are some many other factors that you may want to look at.

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Why Is Your Website Traffic Not Converting Into Sales For Your Business?

Why Is Your Website Traffic Not Converting Into Sales For Your Business?

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Hello everyone.
In this video, let’s find 3 Reasons why website traffic not converting into sales and could be the probable reasons?
Let’s get started.

1) Relevancy of Traffic Over Volume Of Traffic
You may be having a lot of traffic coming site. But it may not be relevant for your business. Now by relevancy, I don’t mean that people are not searching for the correct phrase or search term. Let’s take an e.g.: You are a B2B manufacturer of air conditioning systems. So you are only supplying air conditioners to other industries where the requirements are huge. However, your website gets optimized for the term ‘air conditioner’ because probably you build a website around that word. So you start getting traffic, for household customers who want to buy one ton or one and a half ton air conditioners.

Is that your relevant audience?
Is that going to add business value to you?
Are you able to serve those type of customers?
You will see that even though the searches are relevant, it is not going to yield into business value for you. Hence the traffic was generated but did not add any business value to you. Hence RELEVANCY. This is where the relevancy factor is so important.

To be able to address, you need to understand, define your audience in the correct manner upfront when planning for your online and then build your content, build websites, social presence in such a way, that you are targeting only relevant customers.
So the volume of traffic is not the critical part. The relevancy of the traffic and relevancy for your business, not relevancy for the search presence. Please note that now.

2)Relevant Traffic Is There, but It’s Not Engaged
You would be getting good traffic, it may be relevant for that but this as well. It’s not getting engaged. Now continuing with the same example: with the B2B air conditioner manufacturer.

If you get traffic from other B2B companies or industries for the air conditioning requirements, but when they land on your website all they see is some brochure or some technical specifications of the air conditioners or some pricing points. Probably does not generate that kind of trust in them.

Because there are 20 people or competitors like you who are giving them the same information. So what is your USP? Where do you stand out? What are the features? What are the factors that make you stand out from them? Why they should come to you? Why they should deal with you? Why they should really connect with you? Ask questions.

So that’s where we have to build our website’s content in such a way that it’s not just getting that relevant traffic, it engages them in the right way, keeps them connected. Once they look at the website they want to talk to you.They want to connect with you, ask you questions. So you want to create those avenues for them. So that they remain engaged. They want to come back to you again and again. So engaging your relevant customer is your next step in improving your conversions.

3)Enable Customers
 The most important aspect now is once the customer is engaged you ENABLE him to make that purchase or enable him to convert. Now how is it possible in the B2B scenario?

Is once he’s engaged and he’s connected you must be able to create a contact with him time and again and could for emailers/WhatsUp campaigns, it could be through actual physical visits, with calls and all this has to be in terms of improving on the previous experience, improving on the previous interaction. So that his questions and answered, his queries are resolved, all his specific issues, technical requirements are handled.
Using that OMNI channel approach, in which you are constantly giving him a consistent and connected experience to your user so that it creates an impression that he is talking to the right business, he is interacting with the right person and that’s when the sale is going to happen. That’s when the business is going to happen.

let’s summarize the cycle:
Traffic Coming On Website= To ensure its relevant traffic and relevant for your business = With Relevant Traffic Want To Engage Them = Relevant Traffic Want To Talk To You =Once Engaged Create An experience, Showcase your skill, knowledge and your experience with them = To enable them to make them buying decision.
This is how you convert traffic into sales Online.

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3 Ways To Maintain Customer Connect And Long Term Biz Relationships?

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Hello everyone.

In an ever changing complex business scenario, where it’s becoming increasingly difficult to retain customers. Here are three ways you can maintain customer connect and enjoy long term relationships for your business.

No 1: The E-mail Trail

Make sure your customers sign up to your emailers and newsletters. This is the easiest way to maintain customer connect. Keep sending the information, industry news, ideas innovations, your new product or service launches and even offerings. So that constant connect constant engagement remains in the minds of the customer. And when he is ready he is ready to connect you to do business.

No 2: The Online Trail

Social media is it’s so easy to follow what your customers are doing. What seminars they attending or hobbies they have or interests they follow users because it would be easy to track. What they are doing and if there’s interest or a hobby or any subject that is complementary. You can really connect with them and share your ideas share tasks and that can boost and create a very good customer connect. And lead to more opportunities isn’t it. So keep your eye on the social media for the right reasons.

No 3: The Personal Trail

Try and create a connect with your customer as a person. Look beyond contracts look beyond transactions look beyond business. Try and collaborate with him as a person. Try to understand his values his vision and what he wants to achieve as a business and as a person. See there are complementary strengths see there are supplementary strengths where you can really collaborate and create new ideas. Isn’t that powerful. So never ever miss out on any personal connect with your customer. Any company any kind of a leak. So those are my three methods of creating great customer connect and improving your business relationships. What are yours?

Please share your thoughts or if you have any questions please write to us on the e-mail shown on your screen. And we can get talking. Until then bye.

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3 Reasons Why B2B Sales Happen? Know the three Ps …

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Hi Everyone!

As a B2B marketer. We get all the three P’s right.

We have a great PRODUCT, our PRICE it very competitively and our PROMOTION is very excellent.

But we still struggle to make those sales breakthroughs right and the reason is we miss out on the fourth very important P, which drives B2B sales and that is PAIN.

So in today’s video, we are going to see three reasons why B2B Sales happen. And surprise, they are three Ps again. Let’s take a look.

P number one is: Existing PROVIDER issues.

Most B2B sales happen, when businesses have issues with existing providers, they are not happy overall. Their service may not be Ok, their communication may not be Okay, they may have integrity issues or they must not have love the service. This leads to businesses taking call on finding new partners or new providers. This could be your opportunity to establish where their issues in businesses in terms of existing providers are serving. That could be your gateway into that business.

P number two is: PATCHED solutions.

Most B2B businesses are very comfortable using their existing systems. So they are kind of averse to technology upgrades or new innovations coming to the market. However if you have learning to build solutions that patch with their existing systems. Then they will be more than happy to look at your product or service. If it’s an add-on to an existing system. It will be easy for them to learn and use it better. This could be your opportunity.

P number three is: PIECEMEAL solutions.

This is another area where business is really bored the fact that they have managed so many providers one for software one for the online one for hardware, one for logistics. It becomes too much for them. So if you can actually look out for an area in that business where you can provide a complete turnkey solution or a one stop approach that could become your opportunity.

Businesses would love to hear such solutions that they have managed only one provider which takes care of the entire problem as you see is three Ps are the key drivers and therefore as a B2B marketer you must really focus on them to drive B2B sales for your business.

I hope this video was useful. In the upcoming videos, we are also going to see how we grow businesses to generate B2B inquiries.

Share your feedback & queries in comments or email us @ amod@zoomyourtraffic.com or business@zoomyourtraffic.com

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