Content Marketing Going Digital

Content Marketing 

The interplay of words, phrases and quotes has become the buzz in content marketing. This creativity was earlier limited in website promotion on SERPs using SEO techniques, this has much expanded with the advent of digital platforms. 

Blogs, Social Networking Sites, Forums, UGC Sites all now promote websites using finely written, appealing and unique information rich contents. In the past for webmasters extensive write ups were indispensable and they have become a greater imperative now but with a difference. The stress is more on creativity. For instance the purpose may be to create a strong backlink, it may be to augur a brand reputation or conversion. Hence the sales funnel and graph have become as important as ranking. Simultaneously ranking factors have become diverse as well which the written words can influence. You can create captivating contents to minimize bounce rate but this can be achieved by adding attributes as well.  Now both go hand in hand changing the whole paradigm that affects ranking. In fact SEO has become more comprehensive but the written words still rule.     

Earlier contents were published on articles sites and blogs for winning on the SERPs. Now the interplay of words fortfies websites on many metrics that search engines use to index and rank. But just not this, contents in varied forms are used online on many platforms to promote brands and create a reputation besides SEO. 

It is not only articles any more, hence the collection of words as quotes, captions, phrases and logos all are part of digital marketing along with infographics, videos and images. The glib counts very much.  

In short it is content that drives the message through the attributes mentioned above...the better you are the greater is the result. 

New Content Creators

The writers are gearing up for creating diverse set of contents suitable on equally diverse social platforms. For example you will not impress with a wordy article on twitter, the two liners should deliver the desired message in order to grab attention, and hence create a repute for future conversions. 

The blogs should express authentic information, knowledge and deliver product description or professional inputs in anecdotal form. This to create a following and impress visitors online in a niche community that you have managed to assemble. Without hard labour conversions will not occur...you have to write for a purpose and really well. Now I hope the meaning on mind boggling becomes evident.    

It is important now to understand content creation from the search engine point of view as well as  understanding them for your readers. The hardest part for newcomers is amalgamation of both the aspects during content creation.  This is essential for search engine optimization and digital marketing. 

Although SEO is part of digital marketing separation in write ups (here) imparts greater explanation. SEO can be delivered with minimal digital marketing as well as a stand alone entity. But integration is unavoidable. You have to be good in both.

Although technical aspect of optimization cannot be neglected, it still constitutes a small fraction of the campaign. Hence greater attention should be paid to developing the art of writing in various formats by newcomers...than the technical aspects which anyway can be executed by coders or programmer in the team. Same applies for responsive website and UX but you should know the basics.

You can develop ability and gain direction by participating on UGC platform and articles sites with editorial scrutiny and constantly gauge your performance. This is an uphill task but indispensable.   

Another important issue for digital marketer is understanding each and every platform in depth. Virtual mastery is required and this is time bound. How best to utilize a platform is essential step to win the digital game.   

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Uday provides SEO Service and Website Contents

He also teaches Internet Marketing in Jabalpur during Summer.

He loves to blog on many topics as a writer. 

Contact: pateluday90@hotmail.com

09755089323

Future of Link Building & SEO

SEO Overview

The beginning of search on Internet or web browser was facilitated by external links. These are links pointing towards the owners site from another source which could be an article, blog or another website etc. These links were then taken into calculation by search engine algorithms and the site was ranked accordingly as per their numerical strength which was an indicator of its popularity on the Net.  All this is passe, but the algorithms still rely on links for greater information about the websites and do enhance ranking if the effort made is following their guidelines.  

Now SE companies rely on many other metrics to rank a website but these too can be manipulated hence the mix is preferred.

"Human scrutinized links are better pointers to a sites quality then other intelligence method since it is impossible to replicate the human mind."

Therefore organically generated or natural links and/or well scrutinised one's are definitely more reliable. 

Eventually seo practices also points to a better site build up using unique informative contents, sound architecture, good responsible design, added anecdotal features like images, infographics and videos. Thus in present stage both on page and off page factors are important this is further accentuated by the user behaviour on the site.      

Link Building Once Upon A Time

Hence link building was a popular methodology by webmasters to promote their client sites. This went on for some time along with adding onpage attributes in abundance. Some of the webmasters were gaming the system and artificially manipulating the search results.   

In order to prevent the SERPs from being flooded with incompetent sites the search engines began improving their algorithms by tweaking them regularly. The Penguin Update by Google put stop to manipulation of search results by building spammy links helter skelter. 

The stage has come where in only quality or authoritative links count. The organic links attributed to good unique contents are the preferred mode used to enhance a websites ranking by search companies today. But unlike whence Penguin was newly introduced, the companies do not penalise spammy links they only ignore or dilute their impact. This is believed to be true?     

Web Saturation 

Do people reach your site just by a mention in the contents well that seems impossible in the present context hence a link is required to direct people to the site. 

Why is Web Saturation Important? 

Until unless you find a place on top of SERPs on many keywords your portal will remain ineffective on the Internet. In order to remedy this malady in the vast Universe that the cyberspace is one needs to be present at as many places as possible. This is known as web saturation. 

Hence link building is imperative but please this does not justify spammy links as they are bound to affect your online reputation even if search engines ignore them. Links associated with unique content and quality are most respected by the visitors as well as the search providers. But one point is assured with the evolution of search. The more the merrier is not necessarily effective if the external links are not quality driven. Select large number of relevant platforms to create outbound links following their guidelines for better search engine optimisation.    

Social Media Participation 

Yes social media is part of the ranking process. Why? Let us understand that web presence is a concern for search engines for if visitors are able to find a useful resource without a search then the companies lose their business and lots of revenue in Ads. 

Hence the popularity on social media platforms or online reputation of a content or content creator helps the associated sites to rank better. This is a strong indicator for search companies since a good content associated with weak site will discourage visitors. Any resource which is spammy or not qualified will mar efforts to gain popularity in the social media. Online reputation plays an important role in conversions as desired by the owner, professional or a company. By effective participation one can carve a niche for self on a social media platform. 

Internet Marketing is now an exercise which includes search engine optimisation, social media participation and paid or free advertisement campaign management.  

Truck Load of Metrics 

Search engines take into account a vast number of metrics nowadays before ranking a website. Hence make good the efforts and promote a suitable site. But remember the crux is that your site contents should provide an apt answer to the user's query on the SERP else you will never succeed. Hence more information the better that too extensively researched and relevant.   

Evolution of Search 

The algorithms will keep on evolving to provide better answer to a query on search hence changes in guidelines are bound to take place every now and then. Webmasters should adopt to new practices as required.

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Uday Patel provides SEO & Internet Marketing Services. I also provide optimised website contents in English. I teach Internet Marketing in Jabalpur in India.

Contact: Mail Me 
Mobile: 9755089323

Impact of Java Script on Seo

Java Script is used to make web pages dynamic or interactive. You can place the script inline in HTML document of call from the server.   

The relationship with scripts used in web design is a matter of study whence effective crawling in concerned. Some search engine may not be able to crawl the site well if there is hindrance caused by a script or coding discrepancy. Hence web designers should be well aware of this fact and develop site keeping the crawling factor in mind.

JAVA script a programming language is not read directly unlike PHP or HTML. Whence the search engine visits a page it lists all the Java scripts then the browser initiates Dom a tool used by Google to render the script. DOM is a tool used for inspection and analysis of web pages. 

Hence the complicated nature of the script calls for a minimalist approach. For example do not use it for making onclick drop down list. Hence when a user clicks a button the script comes into action. It is better to use internal linking with relevant anchor texts.

Dynamic URLS are not seo friendly hence on should ask the web developer to use a clean URL instead. 

Java Scripts can slow down page download speed if they are not rendered perfectly by search engines. 

Always use Fetch as Google to test websites or f a web page. This is a good way to find out crawl issues using the Search Console.

https://support.google.com/webmasters/answer/6066468?hl=en    

If there is a problem take help of the development team since most of the Seos are content based and have little idea about programming. Hence if there is any indication that Google can’t see your content properly, call your development team for help.

The search engines are constantly updating themselves and solving most of the problems as time goes past.  Hence webmasters may face less technical hassles in future. 

For greater details on Java Script & Seo  

Article By Sergey Grybniak 

Topic Clustering A New Approach to Search Engine Optimisation

Search algorithms are constantly evolving and so is the need for for webmasters to keep on updating themselves in order to produce results. The evolution of search engines is natural since there is a constant need to filter trash and weak or spammy content and to be in sync with ever changing technology and trends. 

Hence Google has come with many updates like Panda, Penguin and RankBrain to name a few. The evolution of  indexing and ranking mechanism means change in Seo practices. In the initial stages weak content with excess keywords worked. It does not any more. Hence more and more efforts are being made in creating contents on web pages in order to attract search engines to rank a site higher. 

Well in the initial stages creating content meant a series of pages that were relevant to the main topic. These where interlinked using search terms often repeated but it worked. As search engine explore for contents on websites they have begun to appreciate deep content clustering which are relevant and add to the information. 

Hence in topic clustering a pillar page is created which is linked reciprocally to other web pages or sub domain having intense but relevant information. The anchor used to link with the pillar page could be repeated in order to inform search engines of relevancy of the topic. This information architecture is helping sites ranking better and better.  The information architecture could be subdivided using silos creating cluster of pages that provide one set of information while another cluster could be providing another set of information but all relevant to the main topic. 

In topic clusters intense content and unique information is a must in order to qualify as useful pages. Slight repetition could lead to a penalty. I would further add blogs containing relevant and anecdotal contents should also be linked to the cluster provided they are updated regularly.       

Content creation for search engine optimisation is part of the requisite skill set in fact a skill set of highest order. It depends much upon the creativity and knowledge of optimisation of the webmaster in order to succeed. Another advantage of good content creation is assimilation of naturally gained links due to useful information contained.

Yes links still matter much!     

          

Search Engine Optimisation A Common Sense Approach

It is a never ending ball play search engine optimisation is an exercise to rank websites on SERPs on first page. Day by day as search engines and their algorithms evolve the going goes harder or often obfuscated.    

Webmaster seek quickfire solution to rank their client website and get impressive traffic. The going is not easy anymore since the algorithms have become more cryptic so to say. In order to decipher them and be in tandem with guidelines set by the search engines is becoming a riddle and a task difficult. 

In earlier times spamming was easy and one could get away with easily. Not all webmasters where spammers but activities were more effective especially with link building in mass. With the induction of Panda and Penguin a paradigm shift has taken place. It is no longer easy to spam the search engines with content farms and ineffective link building. 

Though link building is still effective a word has been added to the whole process and that is authoritative. Making large scale authoritative links those with strict editorial scrutiny is good but it is no more the panacea for viral results. Nowadays even brand mentions, online reputation and community participation can make the site popular hence one should utilise social media effectively.    

In recent times plethora of metrics have been put into calculation for indexing and ranking. On page factors, technical seo inputs and sound link architecture along with unique contents and snippets have come into prominence. Page speed is slowly gaining importance as mobile search volume increases along with voice search. 

User Query & Intent 

Most of the principle of search engine optimisation remain in place albeit diluted to a varying degree. It is now a sum total of all. But the buck does not stop here as websites are ranked primarily on basis of user query relevancy. Until unless there are gross anomalies or spamming websites with answer to user query will always surface on top. The rest of the metrics will come into picture to decide between competitors answering the query as desired.    

The evolution of algorithms has been carried out keeping user satisfaction in mind. A product with high demand is placed in a prominent eye catching position in a department store. So is the website that seems most suitable to provide an answer to the query is placed high on the SERPs. 

Determination of user intent has come out by implementing methods to measure click through and bounce rate. This is the way to analyse user preference time and over a clear picture is emerging as to what online visitors seek. User intent is now gauged effectively hence if you type "Amazon" out pops links to the eCommerce company and not to the river in South America. Visitors overwhelmingly are seeking this company all over the Globe.         

Hence all factors being equal it is important to understand user intent before optimising a website. For example say you are optimising a website on a hotel. Whence a visitor types "hotels in Jabalpur" he will find well known portals offering details of various hotels in the town. The websites of individual hotels will be ranked well below. This is often misconstrued as brand preference favoured by the search engines. Well it is the user intent and search volume measured over the years that is in play. 

Search engines will always match  sites that seem to answer the user query effectively. Those which do not receive impressive click through and maintain a high bounce rate will be pushed back in spite of various metrics that are efficiently entrenched.        

Hence while creating a website write contents that satisfy queries within the topic that are most often typed on the SERPs.  Try to figure out how you will beat the contenders on page one. Make the site mobile friendly and offer good user experience and yes quality hosting with minimum outages will also help. Add preferred elements like videos, optimised graphics, photos and internal/outgoing links that could further the information. Add a company blog which is essential to keep the contents pouring in. 

Add effective titles, meta and snippets to help search engines come to a correct conclusion what your site is all about. Keep building links as well but maintain quality else your site could be penalised.     

         

Search Engine Optimisation - Redundant Link Building Techniques

Things no longer work as they used to before. In order to produce suitable results as per query submitted search engines constantly tweak their algorithms. They also add filters to check spam on page. Most of the components of algorithms work in synergy possibly as one element hence indexing and rankings are achieved fast.  

Years of spam rather then quality website development has led to evolution of algorithms in this manner. This was bound to be. What next is anybody's guess?

Displaying the best site suitable to the query is a Hobson's Choice as far as  the visitors are concerned nevertheless certain metrics enable search engines to achieve a reasonable degree of accuracy. 

Why So?

Well User Intent

Well it all depends upon the user's intent related to the query he has submitted. Some people seek new esoteric portals while some seek brands or popular sites which anyway are on the lips. Hence I prefer the former kind of results as brands, popular sites and information portals can be searched directly no need to go through typing varied search terms that can sometimes at best be described as out of the box or mid boggling.         

Hence user seek plain matter of fact answers or  those that unravel mysteries on the web. Well this answers why constant changes are involved in the indexing and ranking process. 

So how do you make your web pages suitable for query typed?

The answer is very simple - Unique Contents. If your answer is similar to what is there on other sites than compete using Seo techniques. If it is unique and full of information, it will answer many queries. This way your website becomes visible with impressive or targeted traffic from the right kind of the audience.        

Well what does not work anymore is cheap link building techniques apart from third rate content. Also important are technical aspects that enable portals to swim freely on multiple platforms  and browsers including mobiles or smart phones.  

No keyword stuffing in contents, anyway with LSI in place you should be writing for the users. Do not stuff. Add relevant information and link to relevant pages for related information.

No directory or article submissions until unless proper editorial scrutiny is applied. Write quality blogs related to the topic, create pages or e-books on quality sites which facilitate user generated content and linking. Do not spam on forum site get into relevant forum and create one or two links.  In short spread links on authoritative but related websites quality matters not QUANTITY. Invite visitors to link your site to constantly avail useful information. This is the best optimisation technique for online reputation, ranking and hence traffic.  

Gone are the days whence huge teams in Seo companies built large number of links using cheap repetitive techniques. I am sure these shops have closed. I may as well add here that content creation has become exceedingly important if the site has to rank higher. You have to be a good content writer  if you wish to be in this field. Technical Seo  matters as well but here you can read online guides or take help from established experts if you are not a techy.     

No hidden phrases or keywords, submit to authoritative, local and business directories to assure relevancy as far as location/topic is concerned. Get on to unique and authoritative sites see if you can avail a link.     

No proliferation of exact matching anchor texts, use phrases that a visitor would often use. Too much of direct search terms would invite penalty.    

Te create a bagful of referrals go to websites that offer "nofollow" link building and publish tons of related contents. This is usually safe but many sites have strict editorial scrutiny hence be sparse. 

Make full but quality use of social media - the established one's and the newcomers. But please do not spam. This activity is a metric included in the ranking process. Get favoured on social media sites by publishing quality and appealing contents, utilities, videos and images. Believe me the site will be noted faster and ranked much quicker.   

Online reputation and building referrals are ideal way of getting followers and traffic, utilise Internet or digital marketing opportunities. Just remember most of the social media sites offer "nofollow" link building but this does not mean you can spam. If you do you will be barred. This also applies to bookmarking sites which are a part of the whole process.        

Ranking because of above factors and domain authority metric could be a time bound process and may take its own time. Unless until you spam and destroy all potential on the web of the client's website.  Search engines may intervene to place certain portals naturally on top due to some preferences they assume users are searching for on the SERPs hence accept the second best. 

Search Engine Optimisation : Changing Paradigm

Since the inception of Internet sites and blogs descended upon us. A veritable media gift it transgressed all boundaries that limited search and increased accessibility to information.   The search engines evolved continuously in order to perfect the delivery. In this case it was to put forth the right solution/answer to the query. Not to mention Google took the lead with algorithms that deliver much better results. 

With the plethora of  websites and blogs online a hoard was initiated to rank better by the owners. This lead to tips and tricks being worked out. The search engines wanted the best sites for a query to surface. So guidelines were made public which enumerated salient features of a good website that was nearer to the preferences set by the the search engines.

Then the experts realised the value of external links pointing to the website. These links made the website rise up the SERPs since these were votes that indicated popularity. This was the assistance accepted by the indexing and ranking programs and the website was place higher.           

Leading from these development search engine optimisation came into picture. The webmaster provided the expertise to the clients in order to make a career. 

Was this the end? Well no!

The SE companies soon realised the spam that had started, and webmasters who could trick the system ruled the roost. This lead to websites ranking high on SERPs even if they did not provide a satisfactory answer to the query, had poor architecture and contents.  Those who could manipulate were happy. At last a lucrative career.  

But constantly the algorithms were evolving - the main goal was to root out spam. Hence constant updates and filters changed the algorithms and they still do. 

The Result!

• No more cheap link building. 
• No more keyword stuffing. 
• A pluralistic keyword or anchor text profile/
• Ouster of improper, low information content. 
• Weight on onpage factors that added to sound user experience. 
• Mobile friendliness became important as mobile search increased.       
• Dilution of on page tags H1, H2 etc.??
• Slow devaluation of keywords in domain name. 
• Title is like a house name plate so will remain important. 
• Description is now used as such and has lost much of the SEO value.
• Keyword tags have nearly become redundant. 
• Proper placement of relevant contents is a must. 
• Internal links are less important but can assist in site architecture and UX.  
• Images, videos, sound all provide interactivity hence relevant to SEO. 
• Fresh contents may not be possible on websites hence add a blog and keep writing usefully.
• Use of parameters, tags and of technologies that assist in proper indexing.  
• Creating snippets using structured metadata. 

These changes eventually resulted in better results. And companies like Google assist in search engine optimisation by publishing guidelines. Hence SEO is a two way street, and webmasters will always remain active and valuable to the SE firms. 

Links & Keywords

Much more is going on but high valued links are still required. Since the algorithms could not be the sole judge of websites popularity. Keywords are still required in a semantic manner with less reliance on percentage.   

Site Architecture & Contents

Good fluent architecture takes the cake so does user friendly and relevant contents. The latter has become imperative and will remain so since user experience is much enhanced by contents especially of interactive and anecdotal nature. Domain age and authority spells success coupled with all enhancing factors. 

Social Media & Online Reputation 

Another means of judging a popularity of site is the online reputation. Hence social media has come into picture, the extent is not known but nevertheless popularity on networking sites is essential for SEO which is the main element of Internet or Digital Marketing.  

Activity on social media sites also means marketing and this is the chief mode of online marketing. Hence you get two benefits with one activity.     

Webmasters

The paradigm has changed and further evolving. Some aspects have become important:

Content Writing:  This is of great importance to webmasters - write good or perish. 

Technical Seo: Understanding technicalities are important, content writer may not be able to implement on website but they can always take assistance from web designers and programmers.  

Architecture & Content Creation: Understanding these elements are of utmost importance since they are implemented at white board stage and should lead to user friendliness.  

Discouraging Factors

Intervention By Search Engines,.

Brand preference on SERPs to what is already known and the names are on the lips.  This has prevented or discouraged deeper search since the SERPs are being overwhelmed by popular brand leaders. Unique information or finding the less known has become difficult as few visitors go beyond the first or second page.  Visitor love mystery and esoteric findings. 

Devaluation of tags. Well this is assumed but if true it will be discouraging for proper formatting of contents and interactive elements due to the fear being penalised. 

Indexing & Ranking

There are more than two hundred metrics which enable indexing and ranking this is bad news for spammers. Hence search engine optimisation calls for a pluralistic approach. A wide mix of activities are necessary. Avoid Spam!

Online Ads

Though out of the SEO exercise they are valuable means of keeping the site afloat and get seasonal or opportune business. Since the cost is high the Ads require a proper strategy.  But they should be mixed with the campaign depending upon the budget.