The Art of doing SEO

Intelligent marketing is the key to success for brands and companies in modern age. The huge investments made in marketing, however, can go awry, if the target audience does not even notice the campaign. The point in any marketing campaign is to stay visible. If the keyword search will result in the product or website appearing in second page of Google or farther away, the game is lost before it begins. This is where Search Engine Optimization (SEO) comes to play.

SEO is a tool that helps us optimise our appearance on search engine page results and get noticed. The advantages of SEO are (i) it helps in improving search engine ranking, (ii) it helps in increasing traffic to the website and (iii) it helps in optimising conversions. There are two different methodologies in SEO and both are used widely in the digital marketing world today. This is time to know more about White Hat and Black Hat SEO.

 What is White Hat SEO?

White Hat SEO is a pure, organic way to optimize pages on the internet.  This calls for more human intervention that algorithms that rule the search engines. This is based on the premise that search engines look for real-persons searching for information online and as answer they need quality websites on search pages. The focus, thus, is on content addressing real persons.

White Hat SEO does this by providing relevant information, adhering to search engine parameters on how to promote websites, using keywords for Organic SEO, regular updating and inbound linking. White Hat SEO works over a period and calls for a good amount of patience to yield results.

 What is Black Hat SEO?

Black Hat SEO is going round the rules and using backdoors to promote sites out of turn. Most often Black Hat SEO goes against the regulations set by search engines to ensure higher page rankings in shorter time. These are done by keyword stuffing, using blank text and implementing cloaking, where a similar version of page is created just for search engines. Bots are deceived by the page and boost the ranking, whereas the actual page that people see will be completely different.

Black Hat SEO might fetch immediate results, but neither will that be ethical nor lasting. It can even lead to the websites being blacklisted and banned from all search engines. 

How to script a digital marketing success story?

The world has changed. Internet has taken over almost all aspects of life. Unless you have a strong digital footprint, any business is bound to whimper out in competition. No wonder that companies are burning much midnight oil to evolve solid digital strategies. Because, without a clear digital marketing strategy, chances of new client acquisitions, increased brand visibility and effective revenue generation through positive conversions seems bleak.

Campaigns have outlived the conventional marketing media long time ago. The digital marketing is evolving at an amazing pace, changing by the day. The most important tools in modern day’s digital marketing are mobile considerations, organic search, social media marketing, content marketing and lead nurturing. Most interesting aspect is that these five are not water-tight compartments, but deeply connected. A success campaign today depends on how effectively these five elements are correlated. A brief overview of the most successful campaigns in present times show the importance of these five.

 Keys to Digital Marketing

Mobile Considerations: Sales figures show that smartphones and tablets have overtaken personal computers by a long margin. A spinoff of this being 90% of consumer transactions reported to have started on one device and finished on another. All digital marketing campaigns start from this premise.

Organic Search – People are always looking for information online. Brands that are visible there get the attention that convert to business. Optimizing websites and placing them on high priorities in organic searches is the sure way of capturing the eye of the online browser.

Content Marketing - Content is a major driver component that decides the fate of a digital marketing strategy. Right content can lead to spurt in the number of site visitors, user engagement and eventual drive conversions.

Social Media Marketing - Social media has evolved out of personal spheres and is now a vibrant marketing space. There is no other effective platform to share information and distribute content about products and services.

Finally, the last step in digital marketing is to nurture those who have already visited website and keep the brand recall process on through email marketing. Well planned and targeted mailing can bring about the desired results in conversions.

Welcome to the New Age of Marketing

Times have changed. Products have undergone vast changes. People’s perspectives have changed as well. So why should only marketing strategies remain the same.

Yes, it is time to move on. Once it was Print, hoardings, Radio and TV that set the golden standards of marketing. Companies used these channels to build their brands. All these media were building on one-way communication.

Even in literature, the reader is today given a chance to respond to the printed words. So branding assumes another realm. The audience want the marketing campaigns to be personalize and one-on-one. Without this personalization, the marketing campaigns fail to generate the desired engagement. It has to be admitted that the conventional media of marketing – print, TV and hoardings continue to exist, but play just a supplementary role to the new age of marketing.

This is true for other conventional marketing techniques like Cold Calls and Bulk Emails. The B2C world has moved on from cold calls long time ago and the bulk mail is not generating the positive engagement any longer.

 New Marketing Era

In modern times, marketing campaigns are not thought about, they are built. It starts with personalization of the message, as this single step holds the key to generating ROI for any marketing effort.

The modern day marketing campaign is all about knowing your customer. Get as much details about the customer as possible and adapt the content of the message accordingly. Here the phase of content marketing starts.

Customer-driven content marketing is essential to do a focused and targeted marketing and bring in more conversions. The most repeated mistake here is the marketer assuming what is important for the message, whereas an intelligent marketing campaigner goes by the knowledge of what’s useful or relevant to customers. It is observed that a well-studied content marketing will cost less than 60 per cent of the conventional marketing and can bring in three times more leads.

Once the phase of content marketing is done, the campaign moves to market automation. There are software that allows companies to market across multiple platforms. The key is to ensure brand visibility as far as possible.

This can be achieved by engaging social media to extend the conversation. The content marketing initiates a conversation between brand and the customer, marketing automation scales it up and social media sustains it. It takes the expertise in digital marketing to spot the ideal space where customer hangs out and take the brand conversation over there.

These new age marketing tips, along with traditional tools like direct mailing can really build successful branding campaigns. 

On Social Media Marketing

Social Media is a broad term, encompassing a whole spectrum of activities. It includes sharing of a photograph in Instagram to heading a lively discussion in Facebook to posting a short 140-character observation about life in Twitter and to establishing professional connections through LinkedIn. Even after doing all these, the social media engagement is just a part of the entire scope of it.

While venturing out to marketing in social media, it is natural to get confused. So a marketing strategy for the social media has to strike this critical balance to overcome the inherent confusion. Social Media Marketing means in simple terms the user of social media platforms and websites to promote or sell a product or service and reach out to the prospective clientele.

It involves creating new customer base, engaging the existing one and re-engage the old ones. All the social media marketing campaign employs data analytics tools built-into the social media platforms, which helps the campaigner to track the progress, analyse the trends and evaluate the success of engagement for the campaign.

Sampling in Social Media Marketing

As said before, the social media could be a very confusing space. So it is very important to identify the target audience before launching the campaign. A message in social media without any focus will be lost in no time, evoking little or no response. At the same time, a targeted message with a clear and studied subject matter can deliver the message more effectively that conventional marketing campaigns. Examples of social media messages going viral are aplenty.

One of the sure shot ways of identifying the target community is Social Media Polls. Almost all social media sites offer fully customizable forms to engage and listen to what the target audience has to say. More importantly, these polls are equipped with analytical tools that can gather vital information on the target audience’s age group, location, profession, and more. Online surveys and email surveys are other tools that can be used to narrow down on target audience.

Advanced stages of Social Media Marketing

It is also very important to analyze the current customer base, while taking up social media campaigns. These campaigns can be used to analyze competitions and all these information go into the design of the campaign in its advanced levels.

At this stage, the focus will be on re-engaging the target audience and remarketing.

Emotional Advertising: How to make people buy

There is one thing that make people share the video adverts and make them buy products – its emotional appeal of the content. It has been true ever since videos became popular. Videos loaded with emotions, rather than information attract the attention more effectively.

This works more for adverts prompting people to take spot decisions. The emotional sway is more effective than an intellectual appeal, studies show. Market is found to respond more positively to emotional appeal and they influence a person’s intent to buy than the content of the advert in its totality.

Some of the most viral adverts in recent times harped on the emotional content – especially on themes like friendship, inspiration, warmth, and happiness. The basic idea is to leave a sense of goodness and well-being and make a tug at the heart with visuals. Experts say the audience does not think their way to logical solutions, but feel their way to reason. Decisions are based on emotions and it is up to the advertisements to capitalize on this.

How to plan emotional advertising

The segment of advertising is started with humour and sarcasm during the initial stages of video advertising, which started to find its footing in the 1990s and early 2000s. Since then the advertisement scene has changed a lot and advertisements have started playing around with six core emotions: happy, surprised, afraid, disgusted, angry, and sad.

Recent studies brought down the number further down to four: happy, sad, afraid/surprised, and angry/disgusted.

Happy: This is the most popular among the lot, catering mostly to brands that prefer to present a feel good presence and create smiling, laughing, happy customers, and maintain positivity. It is found that such adverts are shared more and get more engagement.

Sad: This component comes in second position and is used to gain easy access to the emotional realm of the audience. This is found to be effective in inspirational and moving adverts, as the message is delivered with an overdose of emotion.

Afraid/Surprised: These adverts cater to the natural instinct of fear in all of the audience. This brings in a sense of urgency and calls for immediate action. So this is effective in campaigns like those against drunk driving or cigarette smoking or adverts for the cause of environment.

Angry/Disgusted: Even though considered as a negative in content, these adverts can be effective to raise an issue. Not preferred for branding, and mostly employed in campaigns, this can mobilise large audience in short time span. 

How better SEO keywords can help you reap good results

In this digital world, millions of us seek answers to almost every questions at internet search engines like Google, Yahoo or Bing. And to get the most appropriate answers real time we usually throw questions using language of keywords. By this we get the most relevant results or answers.


Knowing the most relevant keywords is the only way through which you can make decisions about the content strategy and consequently communicate with your audience. The ultimate key is to get discovered among the millions of services / products similar to yours, no matter how good or qualified you are. And this task can be completed with the help of SEO keywords or Search Engine Optimization keywords.

What are SEO keywords?

SEO keywords are the phrases or keywords in your web content that can help in making people find your website through search engines. A well optimized website for search engines will speak the same language or will have the same keywords as its potential visitors which will help in connecting the searchers to your site. These keyword are the most important elements of SEO basics.

Understanding or knowing how people are searching for the products, information or services that you offer is very important in order to make it easy for them to find you or they will go into any other pages in the Google results. By adapting SEO your site can also rank above your competitors.

Keywords are foundational for all SEO efforts, its well worth the time and investment. Choosing the right SEO keywords is hard but the basics are very easy to understand.

Here are some information on researching your customers’ searches and discovering the most relevant keywords that will help you rank on a search engine result pages and implementing them to work in your online content.

How to find out the best keywords for SEO?

While researching for SEO keywords most of the time marketers make mistakes like concluding with the results got from only one research and won’t bother to update or expand their SEO list further. Sometimes they only focus on targeted keywords that are very popular, which means they’re way too competitive.

But the SEO keyword researches should be an ongoing and ever continuing part of a job as a marketer. Periodical re-evaluation of old keywords, competitive and high volume keywords can be often be usefully replaced with more specific phrases to bring in the right visitors other than any other visitors.

You also have to diversify your keywords other than using the same old keywords as your competitors. You should try new keyword search tools to stand out and track the results, as you do experiment based on own research to find out the users of the keywords.

Make the SEO keywords work

As you have got the best keywords now it’s time to implement or make it work to get the best SEO results.

In order to get best results you should include relevant keywords in a number of high-attention areas on your site including the titles, body texts or URLs to the meta tags of image file names. A successfully optimized website would have thousands or millions of keywords and while dividing the keywords into manageable groups, you can’t try to cram things into a handful of pages with keyword stuffing and expecting to rank the individual keyboard.

Need of Corporate ads for brand promotions

To build your brand and increase awareness you might need to push your marketing strategies a little more further, and corporate videos are the best way for this. As more businesses are seen looking for their expansion, the need for a corporate video is experiencing a high level growth.

As part of marketing, you can display the messages on your website through corporate videos. Like if your business is selling new product or technology, then a video can help you to tell the story in a much easier way.

Here are some of the most important reasons to have a corporate video production for marketing campaigns especially online.

Content made easier to understand

A content can only cater to people who can read, write and learn. But a video can be much easier to convey the message to the visual and auditory learners. By adding a corporate video into the content you can attract people who are video lovers. 

The visual treat or corporate video will help the viewers to view something with joy and the search engine optimization of the page having the video content. 

Videos on Google 

Since the merging of YouTube to Google in 2006, Google has been incorporating video results along with the links or contents of search results. If your business also has a video linked to the website then it will help reach your product or service to everyone who searches something related to your business. 

Easy to share videos 

Videos are easy to share and sites like YouTube and Vimeo makes this much easier by letting us use a link or embed code provided by the site for sharing videos. And this makes a great possibility for people to share your corporate videos on their Facebook pages, blogs or other social media accounts. Adding the videos to your own website and social media pages also help with the sharing process. Corporate videos have the potential to become an essential part of your overall online marketing strategy.