One such metric is Cumulative Layout Shift (CLS), a Google metric that measures a user experience event. It is likely to be one of the reliable google search ranking factors for your website in 2021.

So, let us understand it first and then unlock the ways to use it to optimize websites.

What is CLS?

It certainly makes sense first to understand what CLS is so that you can figure out the rest of the things better.

It is the unexpected shiting of web page elements during the downloading phase of web pages. Usually, the stuff that causes a shift are fonts, images, videos, contact forms, buttons, etc.

It would help if you minimized CLS as pages that shift around can cause a poor user experience.

Factors Behind CLS

Poor CLS happens mainly due to five reasons, according to Google. And the factors are:

• Images without dimensions
• Ads, embeds, and iframes without dimensions
• Dynamically injected content
• Web Fonts causing FOIT/FOUT
• Actions in the queue for a network response before updating DOM

Now, let us walk through how we can get rid of the CLS causing factors;

 – Images

According to Google, the dimensions of images and videos should conform to the declarations in HTML. And when it comes to responsive images, you need to ensure that the different image sizes for the different viewports use the same aspect ratio. And Google recommends a good resource–AspectRatioCalculator.com– for calculating the aspect ratios.

 – Ads

Dealing with ads is not a smooth affair. It is a bit tricky. One of the best ways to deal with the CLS causing ads is to style the element where the ad is going to appear. In other words, you can confine the ad inside a div with a specific height and width so that the ad cannot cause CLS.

 – Dynamically Injected Content

You can link content on a web page dynamically. For example, you can link a YouTube video or tweet in WordPress, which will display the video or tweet as embedded objects.

 – Web-Based Fonts

If you download web fonts, it can cause something called Flash of Invisible Text (FOIT) and Flash of Unstyled Text (FOUT). You can prevent it by using rel=” preload” in the link for downloading that web font. Also, you can find out the factors causing CLS by using Lighthouse.

 – CLS Can Slip in During Development

It can also happen that CLS can sneak in during the development stage itself as many of the assets that deliver the page get loaded onto the browser’s cache. When a developer visits that page, which is under development, he will not notice the presence of a layout shift as the page elements are already downloaded.

How to calculate CLS?

It will be useful if you make some efforts to calculate CLS. When you calculate, you will find the involvement of two metrics or events. While the first is called Impact Fraction, the second is called Distance Fraction.

 – Impact Fraction

In essence, the Impact Fraction is a measure of the amount of space an unstable element takes up in the viewport, which you see on the mobile screen.

During the downloading and subsequent shifting of an element, the total space that the element occupies in the viewport is called the Impact Fraction.

For example, if an element occupies 50 percent of the viewport and then drops down by 25 percent. When you add those values, you get 75 percent, which is called the Impact Fraction, and it’s expressed as a score of 0.75.

 – Distance Fraction

Distance Fraction is the second measurement that denotes the amount of space the element moved from the original position to the final position.

When you refer to the example cited in the Impact Fraction section, you will find that the page element moved 25%.

You can now easily calculate the CLS–by multiplying the Impact Fraction by the Distance Fraction:

0.75 x 0.25 = 0.1875

CLS Measuring Methodology

You can measure performance metrics in one of two ways–’In the Lab’ and ‘In the Field’.

 – In the Lab

When you develop new features, you can use this method. You cannot measure the impact of new features on real users during the development phase. As such, you need to test the feature in the lab to prevent performance regressions.

 # Lab Tools

• Chrome DevTools
• Lighthouse

 – In the Field

Once development is over, you need to test on real users who will be loading and interacting with the page. The site performance depends on the user’s device capabilities and network conditions in addition to how the user interacts with the page. Therefore, you need to test your site in the field to know how it performs on real users.

 # Field Tools

• Chrome User Experience Report
• PageSpeed Insights
• Search Console (Core Web Vitals report)

Conclusion

You need to optimize your website so that it appears in the top Google search results. Although the existing factors, like website page load speed, etc. will play decisive roles, yet CLS is expected to play a new role that you should not miss out on in 2021. It will help if you spend some time understanding it.

The post Cumulative Layout Shift: Google’s Next Ranking Factor for 2021 appeared first on Digital Marketing Agency - TIS India Blog.

Google, the search giant, has recently declared a new ranking algorithm that can judge web pages based on how users judge their experience when interacting with a web page.

The search giant has created a new set of metrics called Core Web Values that measures Google user experience with web pages. If the metrics find that users have a poor experience, Google may not rank those pages as highly as it does now.

The algorithm update is called the Google Page Experience, which is likely to go live in 2021.

What is Page Experience?

Google has briefly stated the metrics that dictate the page experience criteria. The essence is to understand how a user will perceive his experience with a particular web page. The consideration factors are: does the page load quickly? Is it mobile friendly? If intrusive ads are present? Whether it runs on HTTPS? And whether content jumps around during page loading?

You can also regard the page experience as composed of some of the existing Google ranking factors, such as the mobile-friendly update, Page Speed Update, the HTTPS ranking boost, and the intrusive interstitials and safe browsing penalties.

These are refinements around usability and speed. And Google calls these refinements as Core Web Vitals.

Know More about Core Web Vitals

Core Web Vitals comprise user-centered metrics that assign scores on different aspects of web pages, like load time, interactivity, and content stability during load time.

Although good user experience comprises of many aspects, yet Google has chosen three essential elements that every website must have:

Loading Experience: With the metric “Largest Contentful Paint” (LCP), Google measures the user’s perceived load speed. LCP indicates the specific point at which the entire main content of the page is loaded.

Interactivity: The metric “First Input Delay” (FID) measures users’ flexibility in interacting with the page. FID measures the degree of responsiveness of the page. It is one of the most calculable measures of how the user feels while performing actions on the page and navigating.

Visual Stability: “Cumulative Layout Shift” (CLS) is a metric that Google uses to measure the page layout’s Stability. And that means by what amount the layout changes unexpectedly for the user.

When to Prepare for the Update?

The good thing is that you need not hurry as there is ample time. Google said that the update would go live sometime in 2021. And Google also said that it would give a six-month notice before making the update live.

You might wonder why the search giant is giving you so much time. It is not only because Google usually gives some time to prepare for its updates but also due to the unstable business environment due to the COVID19 pandemic.

So, in the meantime, you can go through the new Core Web Vitals report, which Google has released.

Takeaways from the Expected Google Update Information

 – Content is Still King

Great content will continue to rule for Google’s website rating. The search giant has said that web pages with great content will rank high in Google search even if the page experience lacks.

In the context of a website’s ranking in Google, the search giant said it would rank pages with great and relevant content higher even if some aspects of page experience are below par.

 – Accelerated Mobile Pages (AMP)

Although you no longer need AMP for inclusion in the Top Stories section in the mobile Google search results, you can include it in the Google mobile search results if you have AMP pages.

You need to know that your AMP pages will compete with other pages for the Top Stories section in Google. And the majority of AMP pages result in good page experience. However, there is no guarantee that all AMP pages will entail good page experience, but it will prove effective.

 – Importance of Page Experience Relative to Other Ranking Factors

If you consider what Google says, then quality and relevant content remain the mainstay of the future SEO trends.

Google said that it prioritizes pages with the best overall content even if some aspects of page experience are below par. As such, you can regard high quality, and relevant content is more important than page experience.

But what does it mean to you? It means the page experience metrics will play a decisive role in ranking your pages. Say, your page and that of your competitor have similar content quality, but your page has better page experience metrics, then your page will appear high in Google search results.

How to Optimize for Page Experience?

It is no secret that Google will be putting the new page experience ranking factor into action in 2021, so it will not be wrong to say that there is plenty of time ahead of you.

Yet, it is also not a bad idea to start the preparation to be fully equipped to handle the update as soon as it is launched.

The workflow for page experience optimization, according to Google:

• Find out the groups of pages that call for attention by opening up the Core Web Vitals reports in Google search console. It will help if you firstly focus on the URLs in the “poor” category first, then the “needs improvement” category
• Share the report with your engineering team or continue with more diagnostics
• Once you finish identifying the pages that call for the most attention, diagnose the specific issues by running those pages through Page Speed Insights to contribute to low Core Web Vitals metrics that you need to address.
• Use a Lighthouse audit to run the pages or utilize the Web Vitals Chrome extension for more impactful guidance on what you still need to fix.

Google also dictates the page experience best practices, which are as follows:

• Confining the size of each to less than 500KB (page + all resources)
• Maintain the total number of resources per page to less than 50 (ideal for mobile)
• Implement AMP as that can fix any page loading issues on both mobile and desktop

Conclusion

It is needless to say that if you fail to make your website appear higher in search engine results, then you might eventually be out of business. As such, it makes sense for you to keep updated with the latest SEO trends and prepare for the implementation of Google’s latest algorithms.

The post Google Page Experience Ranking Factor: What it Means for SEO Rankings in 2021 appeared first on Digital Marketing Agency - TIS India Blog.

It goes without saying that if you fail to make your website visible in search engine results, you will likely be out of business. As such, it will help if your gear up yourself to stay ahead in the intense SEO competition in 2021 with the following steps:

1. Voice Search Optimization: Next Level SEO

When you look out for impactful SEO strategies for 2021, you should not miss out on voice search. The trend of people doing online searches with their voices has been growing steadily. And studies show that voice queries now account for almost half of online searches. As such, optimize your website for voice search to leverage the trend.

Today, users want quick and relevant answers, so they prefer speaking to the search engine rather than typing the query.

With voice search, you get the flexibility of doing online search anywhere and anytime and get the information you want. It does not matter whether you are on your way to somewhere, in a position where you cannot type, or do not have much free time to type. Voice search has become a matter of convenience rather than a luxury.
So, when you optimize your website for voice search, it will help if you consider the most likely queries people do and the corresponding answers. You can begin some paragraphs of articles on your website, like ‘what,’ ‘when,’ or ‘how.

It will also help if you consider the niches where people are likely to do voice searches while composing the website content. For example, there is a strong likelihood of people using the Google Assistant to purchase stuff like cinema tickets, schedules, and premieres.

Likewise, people are likely to do voice searches for seeking stuff, such as life hacks, cooking recipes, cooking video tutorials, how-to’s, etc. People also tend to use voice to search restaurants with their menus and their work hours, and so on. As such, you need to consider the type of business, structured data, and local optimization.

There is also a bit of difference in how search engines process conversational queries and simple keyword searches. During processing conversational queries, search engines interpret what the user wants and then returns the best matching results.

In the context of voice search, the Natural Language Processing (NLP) technology is helpful in enabling search engines to process search queries. NLP assists search engines by analyzing speech and interpreting user queries. And it works with unique patterns, accents, dialects and other human speech characteristics.

Simultaneously, it would help if you did not fall behind in optimizing your website for mobiles as voice search as people predominantly do voice searches on mobile devices.

Speed is another critical factor for optimizing your website for voice search. You need to bear in mind that your website will not catch Google Assistant’s attention if you cannot provide fast results against search queries.

2. Prove Your Authority: E.A.T. Concept

The Expertise, Authority, and Trust (E.A.T.) concept personifies itself as a webmaster (or a copywriter), mimicking a competent professional who produces quality content, free of negativity.

 # Why is E.A.T. Important?

The importance of E.A.T. arises from Google’s intent to receive relevant and proven information. If your website bears content that might hurt user sentiments, then Google’s algorithm will push your website to the deepest SERP layers so that it will perform very poorly in search engine results.

Therefore, you need to make sure you publish authentic and clean content. Incorrect data might be a disaster for your website rankings and are likely to attract bad reviews. If you do not take care to write clean content, users might eventually dump your website.

 # How to Work the Best With E.A.T.?

The best way to work with E.A.T. is to introduce yourself properly in your website’s About Us section. In that section, you can describe who you are, your achievements, and the reasons why people should use your business offerings.

You should add backlink to and from trustworthy sources as nowadays people do not trust unknown or suspicious sources. If they find your links suspicious, they will not trust you. Therefore, eliminate backlinks from extremely low authority or irrelevant domains, if you have any, using Google Disavow. It will also help if you avoid linking to suspicious domains.

It is not only your website from which people can learn about you and your offerings. There are other online sources too. Therefore, make efforts to gather positive reviews about your brand on other internet authentic review platforms.

3. JavaScript SEO

You can expect the trend of using JavaScript on websites to grow in the future. With JavaScript, you can make your website content dynamic and interactive.

JavaScript SEO is a subset of the technical SEO that makes powerful JavaScript powered websites, which are:

• Easy for search engines to fully crawl, render, and index
• Accessible to users with outdated browsers
• Loads fast despite having to parse and execute JavaScript code

If Google cannot index any of your website content, it will severely impact the page rankings. It will help if you:

 # Check the Possibility of Rendering and Indexing JavaScript

To figure out how you can properly crawl and index JavaScript, you need to check out how Google renders the page. You can make a test using the Live Test URL tool within Google search console or the Rich Results Tester that allows you to see generated page code for both Googlebot Smartphone and Desktop.

If you fail to see the rendered pages similar to your website’s live pages, you can conclude that JavaScript resources did not load properly.

 # Optimizing JavaScript Resources

If you find that there is no proper rendering and indexing of your JavaScript resources, you need to do things smartly.

One of the drawbacks of JavaScript is client-side rendering, but you can fix the problem by switching over to server-side rendering or dynamic rendering.

You should figure out the code that is causing the rendering issues by looking at your page sections that do not properly load. Then:

• Avoid JavaScript errors, as that will disable JavaScript to load any content on your site for crawlers or users
• Never block JavaScript within robots.txt as it should be accessible to search engine crawlers
• Avoid using # in URLs as Google avoids #, and that could prevent Google from accessing the content
• Make sure that hidden content can be accessible. If you use JavaScript for displaying hidden content, Google may not be able to crawl the content unless there is a specific URL

4. Influencers: Social Media Meets SEO

It will help if you leverage an influencer’s popularity, such as a well-known actor or singer, to build brand awareness and increase your reach to consumers.

When the concept of an influencer comes into your mind, you might tend to consider only the big celebrities who have massive social media followers. But that is not totally true. An influencer can be any person who has substantial influence on the followers on their social media channels.

Teaming up with an influencer can help a business to impactfully market its business offerings. As people are more likely to trust and engage with an influencer, they are likely to trust the brand which the influencer endorses. As such, the business is likely to see increasing sales.

If you work with an influencer, it will entail substantial benefits, such as broader reach, improved brand awareness, and quality backlinks to your website. As such, you will see higher traffic and rankings ultimately better SEO. But, do not fall behind in choosing an influencer who is relevant and respected in your industry. Also, it would help if you made your goals and expectations clear with the influencer.

5. Artificial Intelligence: Personalizing User Experiences

Artificial Intelligence (A.I.) has made inroads to online search and hence the SEO arena too. Google uses A.I. to improve search results, classify, and rank pages in search engine results. At the same time, A.I. incorporates all the new trends and technologies to derive the best search results. As such, integrate artificial intelligence into your SEO strategy.

Google’s venture into the A.I. started in 2010 when it incorporated the Caffeine update which was a new web indexing system. It improved the method in which Google crawled data and stored what it found. The update had enabled Google to accelerate its crawl process, boost its index and return faster results. The search giant had subsequently released A.I.based updates:Panda in 2011, Hummingbird in 2013 and RankBrain in 2015.

When it comes to the association of A.I. with search engines, you need to keep two fundamental facts in mind:

• Content plays a big role
• A prudent SEO strategy is a must

6. Page Experience – Core Metrics

It is no longer a secret that Google’s new page experience update will go live in 2021. As Google announced with a long lead time, it is reasonable to expect that it will be effective.

Google has already included user experience as a part of its algorithm, which bears features such as site security (https), page speed, intrusive interstitials, mobile-friendliness, and safe browsing.

The ranking factors included in the latest update are already a part of page speed insights. But the difference is that Google will further refine the factors and weight them separately with more importance.

The new ranking factors are called Core Web Vitals, and you can measure those in a new report under the Google search console. Those are:

 # First Input Delay (FID)

The FID measure refers to someone who can first interact with the page. The page should have an FID of less than 100 ms for ensuring a good user experience.

 # Largest Contentful Paint (LCP)

It would be best if you did not get confused with the first contentful paint. L.C.P. measures the loading performance of the most massive content on screen. Ideally, the measurement has to happen within 2.5 seconds to elicit a good user experience. So, you need to optimize your website for speed.

# Cumulative Layout Shift (C.L.S.)

It is a new factor for page experience. The C.L.S. measures the visual stability of elements on the screen. You need to make efforts to maintain a C.L.S. of less than .1 seconds for your website pages.

7. Search Engines: Multi-Platform Optimization

Google is not the lone search engine that you can find on the internet. There are others, such as DuckDuckGo, Bing, StartPage, Gibiru, Search Encrypt, and Ekoru. The main difference is that Google is the most prominent and popular search engine.

As you cannot expect die-hard fans to switch search engines, you should optimize your website for multiple search engines and search-enabled platforms.

8. Video Marketing

Videos have become popular marketing tools for businesses. People nowadays tend to watch a video rather than reading to get information. A recent study by Google showed that six out of ten people prefer watching online videos rather than T.V.

You should therefore include video content on your website. And it would help if you made sure that the videos you include contain helpful, relevant, and timely content. Simultaneously, you also need to optimize your videos for search engines by adding relevant keywords to each video title and description to attract consumers.

9. Structured Data

Structured data enables Google to understand what the content on a page is about. The understanding can help your site to become a featured snippet that will attract more and more attention. It can be anything such as the top result at Position Zero, an entry in the Answers section, which could be a “Q&A menu”, or the Knowledge Panel on the upper right of a results page.

But getting a featured snippet is a huge challenge. It will help if you try to counter this challenge on your own. What you can do is, write high quality content with valuable keywords and structure your data (using Schema). In this way, you can ensure that it will be a top-notch answer for a specific query.

 # How to Optimize for Featured Snippets?

To optimize your website for featured snippets, you need to work on the layout of your content. However, that does not imply that you need to change some elements of your writing style. You can just add some small details that will ease your work with users and Google. For example, you can begin your articles with the definitions of the terms you are going to use in the article or in your title. Google can consider such content as the most relevant short answers to users’ queries.

# Apply Schema Markup

Schema is an evolving concept that helps in defining the context of a query and simplify page content. It enables search engines to easily understand what that page is about. Once you add schema to your website, it will create rich snippets in search. They are enhanced listings that are more attractive to a user.

Rich snippets give detailed information about your page content. They can include elements such as pricing information, review ratings, product availability, images, and videos.

Schema markup helps you to become noticeable in the SERPs, such as marked up FAQ pages that have a greater chance to appear in the SERPs in the form of rich results.

10. Progressive Web Apps [P.W.A.]

There is no clear cut description of how you can leverage Progressive Web Apps (P.W.A.) to improve your SEO, yet it has been observed that they can increase user engagements. In essence, P.W.A.s are app-like web pages that are driven by the browser. And users get the experience of using a standalone application. Some examples are Housing.com, Starbucks, Airbnb, Yummly, and Twitter.

When it comes to user experiences, Google defines P.W.A.s as reliable, fast, and engaging because:

• Loads quickly and runs well even in poor network environments
• Responds instantly to user interactions with smooth animation
• Bear the look and feel of an app

Conclusion

SEO is a vast subject and there cannot be an end to the technical elements to pay attention to in the evolving world of SEO. However, the above mentioned are the ones which are expected to be the most important to have a well optimized site in 2021.

Have questions or want to know how your site is stacking up to the new Google update? Drop us a line.

All the Best!

The post SEO in 2021: Trends that are Most Likely to be a Key to Successful SEO appeared first on Digital Marketing Agency - TIS India Blog.

Google dominates the flow of traffic on the internet. In fact, the tech giant’s three flagship products namely Google Search, Google Images, and Google Maps account for 92.96% of all global traffic.

So, if you want to direct traffic to your website, you can’t bypass the need for search engine optimization.

However, SEO is an ever-evolving discipline and the trends that influence its efficacy never adopt a sense of rigidity. That’s why they’re called trends, right?

But, the variable nature of SEO doesn’t violate the need for experts who hold a firm grasp on contemporary growth techniques.

Such techniques, when utilised properly, not only enhance your online presence but also help your businesses to grow in multi-faceted ways.

More precisely, SEO forces webmasters to think about their websites from a holistic perspective.

Thus, at the end of the day, the most effective SEO techniques share the agenda of cultivating the best possible user experience.

Let’s delve into three of these techniques and equip you with the means to skyrocket the influx of traffic to your website.

Focus on the intent, not the entry

It is true that the bulk of SEO still revolves around fetching the right keywords and working around them.

However, ever since Google’s RankBrain update (and now the BERT Update), the search engine has shifted its focus to understanding user intent.

Earlier, Google displayed search results by matching keywords in the queries with webpages in its database.

That’s why several websites have indulged in keyword-stuffing in the past and plagued the internet with subpar content. Prior to the RankBrain update, such pages were able to occupy top spots in several searches.

But, after the update, Google analyses queries from a semantic perspective. Here’s a surface-level breakdown of how RankBrain works:-

• User makes a search on Google.
• Google returns a list of webpages.

Thereafter, there are two distinct possibilities:-

• The user finds the search results to be satisfactory and clicks on a SERP of his/her choosing.
• The user doesn’t find anything of relevance and gives up on his query without clicking through on any website.

In case (a), Google finds no flaws in its algorithm and maintains the status-quo of search results.

However, in case (b), Google identifies that its current ranking methodology is flawed, and makes changes accordingly.

In short, search results that lead to user-satisfaction are ranked higher than the ones that don’t.

Now, there are a couple of things that you can do to capitalize on this knowledge.

But, the most actionable change that you can make here is to try to raise the organic click-through-rate for your website.

Given how RankBrain works, higher CTR visibly translates into higher rankings. But, how can you go about improving your CTR rates if you don’t even know what they are?

So, the first step that you need to take will involve the aid of Google Search Console. If you need help in setting up the tool, here’s a resource that will prove useful.

Once you’re done, identify webpages with abysmally low click-through-rates and conduct an audit to identify and fill discrepancies.

More often than not, there is scope for improving your title and description tags. So, start from there.

A clever trick here involves garnering information from Google Adwords ads.

Since the keywords used in such ads are adopted after extensive research, you can take inspiration from them to embellish your page titles and meta descriptions.

Another quick workaround here involves enhancing title and descriptions tags with numbers. Research depicts that users are instantly attracted to content that contains numbers.

For example, write ‘5 Proven SEO Strategies’ instead of ‘Proven SEO Strategies’.

(As you can see from the title of this post, we practice what we preach!)

Other factors that impact CTR are the ‘Bounce Rate’ and the ‘Dwell Time’.

The former gives you a metric to observe how often users leave your website within 3 seconds (which obviously isn’t good).

On the other hand, ‘Dwell Time’ denotes the amount of time a user spends on a SERP after clicking through (the longer the better).

But, the million-dollar question here is this: how can you orient the above-mentioned metrics to your advantage?

Well, the answer is simple. Don’t bore your visitors to death!

Welcome them with a strong, to-the-point, adequately descriptive introduction and make your intentions clear from the start.

Furthermore, break your content into digestible chunks that cater to speed-readers and skimmers.

(Brian Dean from Backlinko is a master at creating impactful introductions and following through with valuable bite-sized information chunks. Also, yet again, we practice what we preach!)

Well, that’s all we have for you as far as increasing organic CTR is concerned.

But, there’s yet another powerful SEO technique that we need to discuss. So, here goes!

Revive dying content and stop it from killing your website’s traffic

Let’s get one thing out of the way. If your website isn’t winning top spots in a Google search, your odds of driving organic traffic are not promising.

As indicated in this study, SERPs that don’t occupy the first 3 positions barely get any organic click-through-rates.

So, if you’re trying to identify underperforming content, look for pages that occupy double-digit ranks or single-digit ranks that aren’t high enough.

As a standard, look for pages that rank within the 7th and the 15th position.

To make this identification, you’ll need to play around with analytical tools like Google Analytics and Ahrefs’ Site Explorer.

Once you have access to an analytical tool, identify the bottlenecks in your content. Look for trouble areas like outdated publication years, broken links, irrelevant screenshots, etc.

After identifying the trouble areas, make necessary changes, and instill a new life into your old content. If all goes well, you can hope to gain as much as 260.7% more organic traffic in 14 days.

Additional tip: You can also take inspiration from Gary Vaynerchuk’s Reverse Pyramid Model’ and repurpose new and old content in interesting ways (For instance, use an old infographic from a blog post to create a new Twitter post).

The Take-Away

As we said at the beginning of this blog, SEO is a dynamic endeavor. The best practices keep evolving with time, and nothing in this field is set in stone.

However, driving organic traffic is set to remain as one of the key objectives of SEO for a long time.

So, we sincerely hope that you’re able to attain it using the 3 actionable techniques detailed above.

The post Powerful SEO Techniques that Generate Real Traffic appeared first on Digital Marketing Agency - TIS India Blog.

As defined by Wikipedia, entropy is the measure of the ways in which you can arrange a system. However, in most scientific applications, entropy is thought of as the measure of disorder.

Etymologically speaking, disorder means something lacks order. So, we can say that high entropy means less order. Furthermore, we can infer that less order means more chaos. At the very least, it means more room for chaos.

Now, you must be thinking why a blog that claims to elucidate on the importance of technical SEO is so hell-bent on creating a trail of corollaries about entropy.

To answer that, we must expand our trail further. The second law of thermodynamics states that the total entropy of the universe is always increasing. Sounds scary, right?

No wonder how life always has a way of getting more and more complicated with each passing day. No wonder how every new answer to an unanswered question opens the door for more questions.

So, if you think about SEO in terms of entropy, the philosophical tangent that we’ve expounded above makes perfect sense.

Entropy and the Internet

Google uses 200+ factors to rank websites using its algorithm. The frequent algorithm updates and internal changes further add to the mystery of how the tech giant evaluates websites.

So, the point here is that given the ever-changing face of Google Search, there is no one-size-fits-all strategy that makes websites rank higher.

Anyone who claims the opposite is using the magical pull of lies.

For the internet, the second law of thermodynamics means that ranking website higher is bound to get more and more complicated with time.

But, does that mean that SEO is a wasteful endeavour and all SEO analysts are scammers? Hell no!

How to disarm disorder?

As we’ve mentioned above, Google’s website ranking algorithm is a complicated thing. There’s a lot that we don’t know about it.

However, there are also some things that we are certain about.

For instance, we know that long-tail keywords are 70% better than bigger keywords in terms of conversions.

We know that since four of five customers use Google to find local information, local SEO is paramount to ranking higher.

We also know having strong backlinks is one of the best ways to find grace in the eyes of Google’s ranking algorithm.

However, most of the SEO strategies that we spend time on, including the ones mentioned above, are further dependent on external variables.

You may end up targeting the wrong long-tail keywords and see no improvements in conversions.

You may suffer from negative reviews online and lose your footing in the domain of local SEO.

You may not be established enough to generate high-quality backlinks right off-the-bat.

Now, here’s where things get interesting.

The element of trial-and-error linked with the strategies mentioned-above doesn’t discredit their validity.

But, wouldn’t it be fantastic if there were things that you could do that are guaranteed to bring results?

Well, here’s some good news for you. In the world of SEO, infallible strategies do exist!

We’re talking about measures that universally pronounce their effects with the precision of a mathematical equation.

We’re talking about technical SEO!

What exactly is technical SEO?

Succinctly put, technical SEO is about integrating changes in your website and server that directly impact how Google assesses your internet presence.

More clearly, technical SEO is an umbrella term that spreads further into primary categories namely performance and crawlability and indexation.

Performance is impacted by factors like site speed, interface design, redundancies in website code, etc.

Crawlability and indexation are mostly linked with the amount of interest and resources that Google invests in evaluating your website.

So, to make the most out of your technical SEO strategy, you need to implement changes that not only make your website easier to access for the end-user but also entice Google to express as much interest as possible.

Technical SEO: Our two cents

As stated above, technical SEO is broadly concerned with website performance and server optimisations.

To begin with, make sure that you install an SSL certificate on your website. This signifies that your website is secure for the end-user.

Thereafter, make some tweaks to ensure that your website runs as quickly as possible. Here’s what you can do to make this happen:-

• Don’t save some petty change by compromising on fast hosting
• Remove redundancies in your website code. Here’s a resource by Google to help with that.
• Compress web pages using tools like GZIP
• Strike the perfect balance between image size and image quality. Aim for the smallest possible size without impacting the overall look-and-feel of your website.

To help Google index your website better, remove all duplicate content.

Since Google follows a mobile-first approach to indexing content on the web, it is also imperative to make your website mobile-friendly.

However, nothing helps Google efficiently index your website like an XML sitemap. Sitemap Generator is an excellent tool to help with this endeavor.

Lastly, manually submit your website to allow search engines to index it. For this purpose, Google Search Console and Bing Webmaster Tools are your best friends.

These tools not only prompt search engines to index your website, but they also give you access to certain performance indicators that you can tweak further.

The Take-Away

Technical optimisation is undeniably one of the most viable ways to make your website rank higher in search engines. In fact, enterprise brands attribute most of their SEO success to technical SEO.

However, we won’t use the magical pull of lies and tell you that it’s a one-size-fits-all approach that can counter the influence of all other ranking factors.

What we’ll tell you instead is that you’ll never be able to realize the true potential of your SEO strategy without addressing technical concerns.

You wouldn’t want that, would you?

The post Why Technical Optimisations Are The Cornerstone of a High-Ranking Website? appeared first on Digital Marketing Agency - TIS India Blog.

Rid the world of its laws, and you’ll realise what true chaos is. Alternatively, you can talk to a lawyer.

Now that we’ve got the swanky opening line out of the way, it’s time to address the cut-throat competition that dictates a typical day in the legal world.

Law has always been a highly competitive field. But, ever since the emergence of the internet, the legal world has become even more of a madhouse.

After all, finding legal representation is just a matter of a few clicks these days.

A consumer survey by Google states that 96% of people leverage a search engine when they’re on the lookout for legal advice.

Therefore, an entity that provides any kind of legal services needs to inculcate search engine optimisation into its marketing strategy.

But, we’re not telling you to take us at our word, and realign your marketing practices just because we said so.

Instead, we’ll list two prominent reasons why law firms can benefit by investing in effective SEO practices.

So, here goes:

SEO blows traditional marketing practices out of the water

Back in the day, traditional marketing practices like cold-calling, print ads, televisions ads, billboard promos, direct mail etc. were the top-tier tools at a marketer’s disposal.

However, the internet has changed that for the better.

In fact, the shift from traditional to digital is arguably the most pivotal change that the advertising world has undergone in this decade.

SEO is a big part of digital marketing and its results speak for itself. Well, they literally do!

Unlike traditional marketing practices, SEO offers concrete avenues for the quantification of its efficacy.

Moreover, with Big Data and Analytics becoming bigger and bigger with each passing day, the quantification avenues inherent to SEO are only expected to improve in the future.

Yet another aspect in which SEO is superior to traditional marketing is in terms of its cost-effectiveness.

If you have the requisite understanding of SEO principles and the adaptability to optimise for rapidly changing trends, you can reap the rewards of SEO without spending even a single penny.

After all, the only real cost linked with SEO is that of hiring a competent agency or an analyst.

On the contrary, when you advertise your legal services using traditional marketing channels, you can’t even hope to see any results without spending a sizeable portion of your marketing budget.

However, the biggest advantage that SEO has over traditional marketing endeavours is that of the tenure of its impact.

It is true that classic advertising tools yield somewhat instant results. But, it is also true that these immediate results are short-lived.

Conversely, SEO efforts take a longer commitment to generate success. But, once they do, the accumulated success tends to have a long lifespan.

SEO makes clients reach you on their own

In today’s day-and-age, consumers from all sorts of different verticals exercise the power that they have.

They look for information to guide their decisions.

Thanks to the virtually boundless wish-granting factory that the internet has become, consumers often find what they are looking for.

Legal consumers are no different in this regard. According to a study, 74% of consumers visit a law firm’s website to take action.

This means that if you can make your law firm’s website as enticing to legal consumers as possible, they’ll contact you on their own.

Furthermore, search engine traffic is highly relevant traffic. Only those people who have searched for keywords that relate to the content on your website will end up opening it.

But, the caveat here is that they’ll never even find your website if its SEO is not on point.

So, it is important for your law firm’s website to rank as high as possible if you want to stumble upon clients that are looking for your services.

Here are some of the things that you can do to make that happen:-

• Analyse your competition and take cues from their successful SEO practices. If you are not familiar with who your competitors are, simply search a keyword that you plan to target, and go through the SERPs.
• Make sure that you pay enough attention to local SEO. A survey by FindLaw U.S. states that 78% of those looking for legal services prefer to have a local attorney. Properly setting up a Google My Business for your firm is a crucial step here.
• To optimize for local SEO even further, target local keywords and try to generate backlinks from influential local websites.
• Lastly, get as many online reviews for your firm as you can. Client reviews have a huge impact on Google’s perception of your website.

The Take-Away

Given the internet-driven digital skeleton of the world that we currently live in, it is impossible to succeed in any people-faced venture without leveraging the power of digital marketing.

As stated before, SEO is among the most powerful digital marketing channels out there.

So, if you want to out-shark the rest of the legal sharks that you’re competing with, nailing the SEO strategy for your website isn’t an option, it is a necessity!

The post How Can Attorneys and Law Firms Benefit from SEO? appeared first on Digital Marketing Agency - TIS India Blog.

The trend of searching for online information is changing. For a pretty long time by now, people have searched online information by typing relevant keywords or phrases based on the keywords on search engines. But with the sharp proliferation of mobile devices with internet connectivity and voice assistants, people prefer to search for information through the voice mode replacing the typing mode.

What is Voice Search?

Voice Search is a new technology, which enables people to perform an online search by verbally asking a question on a mobile device, equipped with a voice assistant. The popular voice assistants today are Siri, Cortana, Google Voice Search/Now, Viv, Amazon Alexa, and Google Home.

Why is Voice Search Increasing?

Mobile devices, equipped with voice assistants, are making lives easier by enabling a natural way to interact with machines. With the help of a digital voice assistant people can get answers to their questions simply by asking with a conversational voice.

According to research by HitWise, more than 60 percent of internet searches are now done through mobile devices. And the number is expected to increase significantly in the future. As it is much easy to search through voice rather than typing on mobile devices, the mobile voice search is gaining popularity day-by-day.

Why You Should Optimize Your Website for Voice Search?

It is now time for businesses to optimize their websites for voice search. And it is due to the simple reason—to maintain visibility in search engine rankings in the wake of the growing popularity of voice search.

Akin to the need for optimizing websites for the traditional search queries using specific keywords, the need for such optimization for voice search is becoming stronger and stronger with every passing day.

It is needless to say that the changing online searching trend has also sent a virtual message to the SEO professionals to re-orient their SEO tactics towards voice-based searches.

Ways to Optimize Your Website for Voice Search

It is mainly due to the convenience of speaking with an assistant than to type the relevant keywords the popularity of voice search is increasing day-by-day. Things are changing gradually and voice search is slowly but steadily entering into the mainstream with the traditional keyword-based search tending to lose appeal.

Already, 20 percent of Google searches on Android mobile devices are voice-based, and the number is expected to rise significantly in the future. In a survey by MindMeld, involving 1,800 adult smartphone users in the US, 60 percent of them said that they preferred doing voice searches. It was also found that the usage of voice assistants was steadily increasing.

But how will you optimize your website for mobile voice search? The following are effective ways:

Optimize Page Loading Speed

Search engines, such as Google, favor the websites that load quickly. It means that the websites that load fast are placed within the top rankings in search engine results. Therefore, you need to optimize your website to load fast as loading speed plays an important role in enabling websites to occupy higher ranks in search engine results.

SSL Security

In addition to the loading speed of websites, Google and other search engines favor secured and certified websites. You should secure your website with SSL Certificate so that search engines see it as a trusted website.

The SSL Certificate enables an encrypted connection with the secured website with which browsers come in contact. An SSL Certificate is a block of code written on a web server that provides security for online communications.

The HTTPS protocol on secured websites with SSL Certificate ensures both the visitor and Google’s bot that your website can be trusted and it complies with all the rules of good online practices.

FAQ Page on Website

A key feature of voice optimized websites is its ability to respond to visitors’ queries, which normally revolve around your products and services. Your website needs to be able to answer some of the most common questions from visitors related to your products and services.

So, create an FAQ page on your website that contains the common answers related to your business offerings. Ensure that your FAQ pages contain long-tail as well as conversational keyword phrases.

Use natural-sounding keywords and phrases instead of traditional SEO based keywords. You should use conversational keywords that imitate the ways people speak and ask questions.

Long and Quality Content

Creating long content will help your website to rank higher in search engine results. Normally, it is seen that articles that are long and are within 2300-2450 words find a place among the first five results of a search query.

Voice search results not only depend upon the length of content but also the associated quality. Your website should host high-quality content which is valuable for the target audience.

The content should solve their queries and also appeal to them. Search engines rank websites with good quality content higher in the search results.

Short Content

While long content plays a big role in ranking websites higher in voice search results, short content also is equally important.

Many people search for quick and short answers to their queries, and that is where the role of short content comes in. So, ensure that your website bears short content as well to respond to voice queries seeking short and precise answers.

Short Questions and Simple Words

Normally, people using voice search ask short questions with simple words in the belief that such questions will enable the search engine to understand better. Therefore, use short sentences and simple words in your website’s content.

Also, people prefer answers with simple words and short sentences. If they find a relevant answer in simple words they are likely to click on the link and visit the website.

Structured Data Markup

For voice search optimization of your website, you should use structured data markup, which eases voice search devices in locating specific content on your website.

As such, you should use structured data markup from schema.org on your website to optimize it for voice search. Structured data enables search engines to understand your content as well as its context.

Active Social Media Presence

Posting social media content actively is a good way of optimizing your website for voice search. Nowadays, almost many people engage with companies on social media. They ask questions on the products and services of the companies, write reviews, share comments and read blogs.

Being active in social media helps search engines to rank your website higher in search engine results apart from helping in spreading the information about your products and services.

Listing in Google MyBusiness

Listing your business in Google MyBusiness also helps in optimizing your website for voice searches. As many of the voice searches pertain to local businesses, having your business listed in Google MyBuisness will increase the chance of your website showing up when a voice search with respect to the local business is made. Research shows that 22% of voice search pertains to local content.

Why You Should Include Voice Search in Your Digital Marketing Strategy?

Optimizing your website for voice search is no longer a fashion but has become a necessity. If you are yet to implement voice search optimization for your website, do it immediately to prevent your business from trailing behind your competitors. Voice search is increasingly becoming popular among people, and the popularity is going to further increase in the future. Research shows that by the end of 2020, 50% of all internet searches will be voice-based.

It is now amply clear that the changing internet searching practice is driving the need for businesses to incorporate voice search strategy in their digital marketing plans. So, that their businesses stay visible to their target audience.

That is, however, the broad benefit. The specific benefits of implementing voice search in your digital marketing strategy are as follows:

Improving Customer Experience

Implementation of voice search in your digital marketing strategy goes beyond staying visible in search engine results. It also helps in improving customer experiences to foster strong relationships and build brand loyalty.

As voice assistants can differentiate among voices, they can provide valuable insights about user behavior. In this way, it can help businesses create more personalized messages and content to provide to users, who thus undergo better customer experience.

At the same time, voice searches entail convenience for customers as those take lesser time than text-based searches.

Changing SEO Practices

With the growing prevalence of voice searches, SEO practices also have undergone changes. And that is also another reason for which businesses today should include voice search in their digital marketing strategy.

The main reason for changing SEO practices is that people post queries differently during voice searches than text searches. For example, voice search queries tend to be somewhat longer than text search queries. Normally, voice searches are posted in the form of full questions rather than only keywords (such as “which is the best digital marketing company?” rather than just “digital marketing company”).

SEO professionals have responded to the changing searching practices by incorporating longer (around three to four words) keyword phrases and using relevant question keyword phrases.

Driving Website Traffic

One of the key differences between voice and text searches is that during a voice search, users do not get a full search engine result page but obtain the top answers or results. In this way, voice search provides the option for users to visit the website from which the result was fetched. That means, businesses with voice optimized websites, have the privilege of getting a substantial increase in website traffic as your website appears at the top results against voice search queries.

 Prevent Consumers from Finding Competitors

Having a voice search strategy is not only important to make your website visible with the growing practice of people tending to post search queries through voice instead of text but also prevents consumers from finding your competitors.

Say, if your competitors have already adopted the voice search strategy and you do not, then consumers are likely to find them not you.

Again, the voice search technology is hitherto new. As such, not a very large number of businesses have joined the fray. So, you get the opportunity to stay ahead of your competitors by optimizing your website for voice search.

Digital Voice Assistant Market

Understandably, the global digital voice assistant market is poised for a substantial boost, to be driven by the growing practice of voice search. According to research, the global voice assistant market is growing at a CAGR of 24.32 percent to reach around USD 7.3 billion by 2025 from USD 1.68 billion in 2018.

The post How to Optimize Your Website for Voice Search appeared first on Digital Marketing Agency - TIS India Blog.

Are you mobile-ready?

Getting your venture at the top of the game and finding a position on the global map isn’t an easy thing to do. It is crucial to build a responsive site which would help the target consumers reach out to your brand anytime.

With Google ranking the mobile-responsive sites higher than their un-responsive counterparts, the real picture is pretty clear.

Even market stats corroborate this fact. 58% of the total search results now take place on mobiles and tabs. Mobile-friendly sites do earn brownie points when it comes to achieving high ranking on Google SERP.

Unraveling mobile SEO

If you are planning to build a mobile-ready, responsive site, make sure the experience is smooth, hassle-free, seamless, and flawless for viewers. It’s right here that mobile-SEO strategies come to work.

The Mobile-SEO practice refers to the process of optimizing your site for seamless view across mobile devices.

Such practices conform to the minimal resources of a mobile device (as opposed to a desktop) and render website layouts and content as per the smaller screen size of the mobile devices. This helps mobile users avail of an incredible user experience.

Introducing Google’s MFI

MFI or Mobile first indexing indicates towards a practice that makes mobile-SEO even more important. When Google will consider your site’s content for ranking as well as indexing, it will refer to the mobile site. That’s the starting point from where Google will begin the ranking process. Before MFI, it was a site’s desktop version that served the purpose.

It’s here that site owners have to take some crucial actions. Knowing whether your site is responsive and appropriate for ‘mobile first indexing’ is the prime thing to do. Here are a few hacks for preparing your site for mobile SEO.

An audit on how to optimize website for mobile

A detailed analysis, effective evaluation, and proper assessment of the existing site are required as a part of mobile SEO audit 2019. Check out these updates to get site auditing right:

1. Optimize content

Your site’s content is a crucial mobile SEO strategy for mobile-first indexing. You should know the art of optimizing the existing contents and develop engaging, compelling, and exciting copies.

That’s where Google feels right to index it for mobiles, thus bringing up your site quite high in mobile SEO. When we say compelling contents, we urge site owners to pay attention to the following details:

i. Word count: One of the better mobile SEO tips is to keep the content crisp and to the point. The emphasis needs to be on relevant and information-rich content.

ii. Phrases and targeted keywords: Hit on the right set of keywords and create interesting contents based on them.

iii. Rich snippets work great within limited spaces: Your mobile audience will quickly click on your site’s link.

2. Embrace responsiveness

Flexible site layout, unique appearance, lucid images, and seamless site-viewing are some of the key pointers in creating a responsive mobile site. Make it a point to touch on these aspects while developing a mobile-ready website:

i. Easy loading across devices
ii. Contains redirects and internal links as well
iii. No content hiding for mobile versions

This will derive optimum results from your mobile SEO optimization efforts.

3. The idea of dynamic serving

Depending on the particular device used by your visitor, you can choose to offer either the CSS or the HTML versions. This mobile SEO tip is referred to as dynamic serving where you can utilize a single URL for a particular device.

Simply put, you will have to create two individual versions of the page; one that serves for desktop and the other for mobile devices.

4. Technicalities matter

Well, boosting your mobile-SEO strategy through technical upgradation is also necessary. When it comes to influencing your site’s mobile ranking, you can perform the following actions:

i. Site speed: Your mobile site has to be speedy enough to keep viewers engaged. Extended periods can result in fewer visits and it’s here that stats will help you understand what’s at stake.

A whopping 40% of customers and site visitors are likely to abandon a page that takes more than 3 seconds of loading time. Now, you know why your site needs to be that fast!

Reduce the size of your files with compression, minimize redirects, and optimize CSS files. These actions will surely lead to a faster, swift, and prompt site.

ii. AMP or Accelerated Mobile Pages:

AMP is another vital factor in your mobile SEO checklist for 2019. It lets you create beautiful, attractive, and high-performing advertisements across devices as well as platforms. With light HTML and CSS codes, these pages have a faster loading time compared to their counterparts. As an outcome, the click-through rates and mobile rankings will increase effectively.

iii. Do away with technical errors: A 404 signal when a customer visits your mobile site can affect your brand adversely. Make sure there are no technical errors in the website including faulty navigation, duplicate content, or other issues.

5. Boosting UX

While performing site audits, make sure you don’t ignore customer experience. The UX is one of the most crucial mobile SEO best practices. It plays a major role in driving a stellar mobile user experience.
While navigating through your site, users shouldn’t miss the experience they get when visiting the site in a desktop.

Crucial pointers like site design, typography, content, images, and infographics play a vital part here. Some crucial guidelines include

i.  Keeping forms short that doesn’t cover the entire mobile screen
ii.  Keep feature image small to cater to smaller mobile screen sizes
iii.  CTA button needs to be accessible at all times and with just one touch
iv.  Small menu options and breadcrumbs can help with the navigation

Signing off

Before embarking on the project, it is highly imperative to understand why you are doing it. Developing a mobile-responsive site and strengthening mobile-SEO is of paramount importance.

Statistics from reliable sources suggest that mobile searches have shot up by at least 35% when it comes to tracking product reviews. Over a span of two years, mobile search for the term ‘best’ has also increased by 80%.

These updates are enough to divulge the significance of mobile-SEO for a business. If you wish to know how to do it effectively in 2019, this will be the right starting point for you. Adhere to this mobile SEO guide, and drive higher conversions from your mobile user base.

The post Mobile SEO 2020: A Complete Guide to Auditing Your Site for Mobile SEO appeared first on Digital Marketing Agency - TIS India Blog.

SEO is not just a ‘gift of internet’ but an asset to your brand/business that backs you for your online growth. On the other hand, content marketing and SEO are like best friends that work hand in hand to obtain desired results. Wondering about its relevance? We have listed down the influence of content marketing (changing pattern) on SEO to bring internet revolution. Let’s see how best friends can become the game changer!

Bite Size Content

The length of the content has always been a topic of discussion. When Twitter introduced 140-character policies, the face of content marketing completely changed across all the digital platforms. Later when it increased the limit to 280 characters, companies increased their number of tweets per day to scale up their content marketing game. Do you think, the shorter message delivery on social media has empowered the SEO strategies?With shorter messages and easy to understand content, audience prefers reading these messages to get the information handy, compact and in a jiffy.  If you are a company that is looking to nail this trend with your open strategies, you need to cover your information in a crisp, short and fresh format and attract maximum readers on your targeted page.

Personalized Rich Content Experience

Remember eCommerce companies showing up on your email inbox to say, “We have 50 % discount coupon just for ‘you’?” This is what we call personalized content and it is comparatively an essential technique to ace the content marketing strategy.

With the bombarding numeric, statistics and information on the internet how do you think, your content can stand out? How is your content unique? Why should people connect with you? It’s all about empathizing with your target audience and even better, sending out a message to them in a better personalized and enriched form.

When you empathize with your target audience, you bond with them at relatively less time, leading to strong trust formation. Ever seen a fairness cream ad? The fairness cream brand highlights the problem of its target audience by not just getting into the psyche of its audience; in fact, it creates an inevitable solution for their challenge.

This is the reason behind personalized content being top-ranked into winning your target audience and enhancing your industrial growth at ease.

Similarly if you are an e-commerce company, the best approach that you can apply to acquire a customer is by formulating personalized e mailers for both men and women with the shopping suggestions matched with their buying habits- after all everybody loves to explore the best for themselves.

Trending Voice Search

What do you think has enabled Google voice search to penetrate the market with such limited users? It’s the thought behind this innovation that connects the audience with voice search.

We could have never imagined a visually impaired person using a smartphone just like we do- but Google voice search has empowered this thought to come true.

The changing ecosystem of SEO has made internet inclusive and accessible for everyone; thereby bringing specially-abled people into the fold of the internet. Now the question arises if SEO strategies fail in the coming years due to the popularity of voice searches? The face of display advertisements will have no use? The answer is no, we need to gear up to cope up with the changing technologies and fuel them with our added efforts.

To align with the increasing use of voice search, you need to create your content that is conversational. By building dialogues in a plain and simple language your brand can appear in the top results when someone searches for it by using a voice search.

The Change in the Content Pattern

Gone are the days when the content piece revolved around the long-tail keywords to build links and apply content marketing strategies on it to enhance its Google ranking. The deceiving part about this content pattern is, it has started to attract content just for the sake of ranking and without any useful content in it.

Accordingly, the new pattern is more user-friendly and result oriented. Now, instead of overloaded keywords, Google prefers content that intent upon finding a solution and providing suggestions to the end-users, greatly influencing the searching habits and content pattern.

Context is the king

From content being the king for nearly a decade, the focus has now shifted to context. What has brought the remarkable change in the content marketing strategy affecting the algorithm of Google? Well! It’s the change in the search as well as information delivery pattern that is being applied these days.

Do you still have questions about the concept of context? Context helps in resolving your query as quickly as possible by matching your query with its own data collection to reflect the best match for your (the concept of long tail keyword will slowly fade with the advancement of Context).

For example, if you search for ‘Taj Mahal’ in India, your probable suggestions will bea local guide to Taj Mahal, official government site, some local videos etc. When you search for same Taj Mahal from USA, the search result will greatly vary. It might show some Taj Mahal’s history, timings, about Agra or maybe flights to India. Hence, Context aligns your search result with the most suitable answer to enhance the SEO game.

Influencer Marketing is in

We believe lux to be the most amazing beauty soap available in the market with unmatched fragrance and quality- that’s the power of influencer marketing. It is highly believed that influencer marketing will dominate the SEO ecosystem by the end of the year 2018. With the advent of a free flow of information via internet, people have started believing more in online recommendations rather than offline.
Do you still lack trust? Open your Instagram, explore your news feed and open profiles of ten famous bloggers. You are likely to notice paid partnership updates on each of their profiles- and that’s how influencer marketing is spreading.

Transparency is the key

What was your first thought when you heard about the leading internet company being irresponsible in handling your crucial data and information content? How can they be so stupid? Is there any authenticity and credibility in what they say and what they do? Probably you lost an ounce of trust in them- to put it plainly if the internet can make you, it takes a second to break you because people are extremely exposed to the insights of anything and everything- and internet is all about transparency.

There are millions of websites with perfect SEO strategies applied to it but how can you become the most preferred amongst the lot? You need to depict transparency on your website. For example, if you are accessing the users’ personal data, firstly get it approved by the user. They might stay and accept your request or will simply leave your site- but at least, you will not be liable for legal actions and perform well with strategic SEO algorithm

Trending Video Content

What will you choose to complete your syllabus a night before the exam,online video classes or an online article? Without even a second thought your interest might turn towards online video classes as they are more appealing and interesting- that’s exactly what’s happening in the content marketing strategies and SEO techniques these days. Users are more interested in video content, therefore create content that is engaging, relatable and has high video quality and align with user preferences make it easily searchable. Switch to video content to cope up with the demands of the user and to facilitate SEO.

Acceptance of Native Advertising

Native advertising is like a date wherein the ambiance, food, and overall feel are overwhelming and starting points to engage in a meaningful relationship. Similarly, native advertising is a package of everything of your interest according to your searching habits and opting for it can result in better relations between the buyer and the consumer. Whereas content marketing involves long-term customer relationship building and trust building through a relatively greater amount of time.
What you think can work in favour of native advertising? This advanced form of content marketing has recently become the most preferred SEO technique due to its wide acceptance by the users. The message easily gets delivered to the target audience without the hassle of imposing the ads on your laptop screen- native advertising is the face of new SEO.

Do We Write Content for the Content Marketers?

Type “best indoor games”: on the google search page, go through the top 20 results. What did you see? Probably, you came across similar content in approximately 6 content pieces. What does this suggest? Do you write content for the content marketers?
With ever increasing competition in the internet industry, you need to be extra-ordinary, original and informative to announce your existence or else there are millions of websites offering the same as you. If you do not want your content just to be the part of marketers spinning words, write to engage with your audience and create an inevitable platform for you/your brand.

Our Way Towards an Adaptive Change!

Personalized content might not boost your SEO ranking immediately but it is the most ideal approach of engaging with your target audience and eventually becoming ‘people choice’. Hence, SEO is directly or indirectly influenced by the pattern of the content marketing that needs a follow-up and a change in the delivery of the message.  Here’s the most amazing part of the influenced and altered SEO, it will have enhanced: reach, awareness, consistency, visibility and traffic in the long run empowering all the section of people in the society with equal opportunity of absorbing technology.

The post How Will Content Marketing Strategy Influence SEO? appeared first on Digital Marketing Agency - TIS India Blog.

In your opinion, your brand and customer experience may be one thing together but if the customer perceives it to be different, then that is what customer experience is.

You may be under the impression that your products and services are the best and you give the best customer experience but when a customer receives a faulty product or services, then their perception towards you and your organization changes, which becomes the real thing.

Thus, creating a good customer experience strategy is one of the most important things to do for a company. Improving the existing customer experience has the ability to reflect in the company’s revenues. The CX index is a way of measurement to quantify things like service quality, sales, and loyalty.

Consider a scenario where an organization hires its store and call centre employees who are least interested in the job at hand. The obvious result would be poor customer interactions leading to a misconception among the customers that the brand has zero concern for growing big and does not care about its customers.

But this is not the reality. Meanwhile, suppose a company hires passionate people who are enthusiastic about the organization and its products and services. They will have smoother and better quality customer engagements. The customers will be highly satisfied and have a better perception of the company, in terms of everything that they provide.

‘Customer is the King’ is a very popular line that companies and brands use all over. Sometimes they forget that a king must be treated with utmost reverence and held in high esteem. A company trying to quickly cut down on some expenses is not bad, but what impact it has on the CX, is a thing to ponder over.

Why should an organization improve its CX?

Businesses have identified that a satisfactory customer experience strategies have 3 short term and long benefits:

1. Improves customer retention
2. Enhances customer satisfaction
3. Increases cross selling as well as up selling

Catering to these reasons has a great impact on the company’s overall revenues.

You may employ the best digital marketing strategies and tips but directing the customers through your web site, social media and mail marketing, still leaves space for some more improvisations. Once people start seeing you and recognizing you as a brand or company, their journey from then on determines how much money they are willing to spend on your company and contribute to its end revenues.

How can revenue be increased by bringing customer experience into picture?

• Provide numerous customer support options

When does a customer approach a support representative? It happens when they have an issue, a concern, a problem or a complaint. This shows that the customer is experiencing something that is not positive. They would have tried to solve it on their own before reaching out for customer support. At this point, they are already frustrated.

Your organization should be best placed to address such issues. The easiest way for you, as the decision-maker of the organization, is to provide support from Monday to Friday, 9:00 pm to 6:00 pm.

But this is not feasible for all customers. Some of them prefer a phone call or a live chat. Some would like to send out an e-mail and there are some who would want an automated response.

Whatever the process is, it has to be quick, effective and user friendly. Nobody wants to explain the situation to one representative, only to be put on hold and transferred to another department and then again explaining the whole situation to him, once more.

It is not wrong to say that this way of customer support is not helping the organization in any way. You might even lose the customer. It is wise to offer multiple support options to keep the customers content.

• Root out the problem areas

Complaints from customers are not encouraging but they can be valuable. When a problem arises, try to inspect why it happened and instead of just solving it, correct it and never let it happen again. This approach will reduce the number of complaints as well as the cost to the company.

• Keep your web site clean and simple

An efficient and smooth navigating web site has higher conversion rates. Do not clutter the web site with too many buttons, colours, menus, etc. Include the content in large font and make it easy to read for the customers. Use good quality visuals and graphics, which catch people’s attention and are retained for a longer time. Draw the viewers attention to the CTA section.

• Optimization for local content

People usually tend to include ‘near me’ in their searches for everything. In the past years or so, the searches have become more detailed and accurate. To make the most of it, clearly show your business name, contact number and address. Use schema markup and set up your Google My Business listing correctly. Integrating Google Map with the listing is also a neat idea for CX and to get better rankings.

• Site pages should load in no time

This is not only about the home page. All pages in your web site must load fast or else it will not see as many conversions. The customers’ time is precious, they would not bother to have another look at your web site, if it keeps taking time or crashes often. They will hop to another web site which might be your competitor and as a result you will lose business. If the loading time is to be decreased, then you may have to invest some money in it and get it done. This would be beneficial in the long run though.

• Figure out when to improve CX and when not to

Data, known as breakpoint analysis, tells the point at which it is no more profitable to enhance an existing CX. Take the case of a vehicle rental company. The breakpoint analysis revealed that customers did not mind if they waited in queue for 3 minutes or 5 minutes. Cutting short the waiting time from the present 5 minutes to 3 minutes would have cost a lot of finances, so the company decided against it since it does not matter much to the customer. Learn to gather such data and implement it accordingly.

• Make the web site mobile friendly

Today, most of the global web traffic comes from mobile users. Mobile phone users are trending whereas the desktop and laptop users are losing ground.    Ensure that you give equal importance to all users. Mobile phone usage is rising and it is convenient for a customer to accomplish something from a phone rather than wait for laptop or desktop. Be prepared to lose revenues when your site is not mobile optimized.

• Prioritize the reviews

For many prospective customers, reviews are the only way helping them to take a final decision. Organizations and companies should realize this and gather good reviews. As a brand, try to get something good from customers on your most important products or services.

Sometimes, it is the individual product that matters more than the brand’s overall rating. Ask customers what they felt using the particular service or product that they used, with details. Encourage the customers to upload some photos along with the reviews.

They form a part of local content and are quite useful when someone else is looking for information. At times, your customers’ photos are better than what you have and these can be used on your web site.

Researches show that customer experience strategies are linked to 3 behavioural elements: eagerness to buy, not willing to switch and most likely to recommend to others. All these factors contribute to the company’s revenues at some point of time.

For example, in case of a huge hotel, customer experience alone can increase the annual revenue manifold times.  Banks are another industry that gain immensely from their customers and the airline industry to gains the maximum by positive CX.

Every single thing that a brand does, the products it sells, the sales processes, the after-sales follow ups, its internal leadership, its services, etc., all boils down to one thing- CX.

CX is the summation of how the customers engage and become involved in your company and brand, not just in a given span of time but throughout the cycle of being a customer.

Customer experience is very delicate and tends to change with each interaction with the organization. So it is mandatory to maintain a strong CX throughout. If not the most, it is one of the most priceless aspects of a brand. And managing that in all of its forms is the topmost priority and should be the responsibility of every employee in the company.

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