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Tag: SEO

  • Infidigit bags SEO Mandate for Khatabook

    Infidigit bags SEO Mandate for Khatabook

    Mumbai: SEO company Infidigita has won the SEO mandate for Khatabook, a Bangalore-based SaaS FinTech company. The partnership aims to help Khatabook achieve its marketing objectives via organic channels.

    Following this association, Infidigit will work closely with Khatabook to help it expand its organic reach and develop a distinctive identity in the country’s business landscape.

    Infidigit is also responsible for delivering organic recommendations to help drive traffic and further strengthen its SEO processes.

    Khatabook SEO manager Kiran Kurnool said, “We are partnering with Infidigit to strategise and elevate our brand image. The team identified the key attributes of our SEO and developed a strategy that has a higher chance of becoming a success. Also, we were impressed with the team’s enthusiasm when it came to optimising our site, and I am hopeful that it will help us reach out to the appropriate audience.”

    Infidigit founder and MD Kaushal Thakkar, said, “Khatabook is a visionary brand that I know will revolutionise how Indian SMEs manage business finance. We are delighted to collaborate with them to create organic digital growth via the Khatabook website. We will be creating the SEO strategy, roadmap and content assets to make Khatabook’s digital journey even more successful and boost organic growth.”

  • GUEST COLUMN: How D2C brands can level up their digital marketing game in 2022

    GUEST COLUMN: How D2C brands can level up their digital marketing game in 2022

    Mumbai: In today’s times, Direct-to-consumer is an extremely exciting space, primarily because there are so many interesting brands coming up in multiple industry verticals. Right from food to technology to health and many others, there are home-grown D2C brands making it big while raising investors’ money handsomely. And we are seeing some very interesting products and services rolled out for the end-users.

    Here are some focus areas on the top digital marketing activities that the D2C brands need to keep in mind when they want to market their products and services in 2022 –

    Advertising on Google, Facebook, and Instagram

    While this is something that most D2C brands are already doing to a very large extent, there is still a big gap in the way these campaigns are executed. Funnel wise break up of your ad campaigns on these platforms is going to be very crucial to be able to run profitable ad campaigns for your brand. In our experience of working with D2C startups, we have always advised having – remarketing campaigns right from the start, campaigns focused to maximise conversions, and using lookalikes as much as possible.

    Retention Marketing

    I primarily would like to talk about the usage of user engagement tools that help you retain. You want to focus on the lifetime value of your customers and while you do that the prime objective of your campaigns should be to use sophisticated tools like Webengage to bring the audience over and over again to your website and to have them purchase from you more than once in a year as per your product life-cycle.

    Conversion Rate Optimisation

    While D2C brands have spent quite some money in the acquisition game, the bleeding cost of sale has always been quite an important matter of discussion. In today’s time and age when the bottom line is super important from day zero, it becomes imperative that you focus on the conversion rate of the website as much as the number of conversions on your website. Reports which will help you understand where your users are dropping off and where you probably need to do a quick fix need to be generated regularly.

    Do not take an SEO any less seriously than earlier

    SEO is still one of the primary factors that will give you a long-term arbitrage on your cost per sale or cost of acquisition. This is primarily because when you are spending a lot of money in your acquisition campaigns using advertising models there is a very good chance that your organic growth will help you lower the overall cost for acquisition in your acquisition spree and help you remain sustainable in the long term. In our experience working with several D2C businesses, long-tail keywords with high intent and medium competition work best.

    Social Media Marketing

    Connecting with your customers is going to be much more important in 2022. With customers determining the persona of a brand depending on the kind of content they publish on their social media handles. If you want to be a cool brand you will have to have cool content on your social media channels for your customers to take interest and be connected to your brand in the long term. Start talking to your customers like a real person and not a suited-up brand.

    Similarly, the kind of influencers that your brand intends to associate with is going to matter a lot. The kind of content your influencers have been pushing is going to also affect the kind of personality you’re going to build for your brand in front of your customers. Personalisation, thought leadership, and focusing on building a strong brand image will separate you from the crowd.

    Being present omnichannel

    Being present omnichannel is going to be as important in 2022 as never before. This is primarily because of the kind of user behaviour that customers today have started from checking out a product online but probably going off-line and purchasing the product. You have to be in sight so that you are in the top of mind recall for your customers And hence being available at their favourite offline or local stores is going to impact your sales numbers more than ever.

    Creative Packaging

    Having great packaging for your products will be important. This is primarily because no matter how good or bad the eventual product is, the way it is packaged paints the first impression for the customer.

    (Deep Mehta is the co-founder of DigiChefs. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)

  • GUEST COLUMN: SEO trends that can be game-changers for the business

    GUEST COLUMN: SEO trends that can be game-changers for the business

    Mumbai: Search engine optimisation (SEO) is the practice of improving your site’s data to increase its traction when people are looking for products or services that are related to your business in search engines such as Google, Firefox, Bing. Yahoo, etc. This is facilitated by the result pages that pop up when a person types a particular keyword in relation to their search. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

    How does it work?

    Major search engines such as Google and Yahoo use virtual bots to crawl through different web pages, collecting and analysing data that is then refined into an index. This index acts as a bank of information that possesses data collated from web pages. The algorithms within this index then categorise the collected data by filtering the information that is requested by the user. The final results page is a result of hundreds of ranking factors or signals, determining the order of the pages that should appear in the search results for a given query. This intensive process is carried out in helping the user find an exact match to their keyword search. The success of your SEO depends on how user/keyword-friendly your website data is.

    How important it is from a marketing perspective

    SEO plays a critical role within digital marketing because people search for a trillion things in a day, often with a commercial interest in a certain product/service. ‘Search’ is a primary way of generating digital traffic towards your website, making it an essential part of your digital marketing strategy. Greater visibility and higher search rankings than your potential competitor can have a material impact on your ultimate goal. To summarise, SEO lays the foundation of a holistic marketing ecosystem.

    Changing Trends

    Since the internet culture is so dynamic, its tools and practices are constantly evolving. SEO is no exception as the concept is subject to so many technological advancements on a daily basis. The algorithms change frequently, keeping the businesses and digital marketers on their toes. This is why being aware of what’s coming down the pipeline is extremely important. It can help a business plan prevent possible penalties or a massive drop in its site’s ranking.

    Mobile SEO: With an uncontrollable smartphone penetration, more and more people are getting their hands on a smarter cellular device. The one that allows them to do more than just calling, texting people. Billions of people conduct searches via their phones, making it a key target area for digital marketers. It has now proven to become one of the more influential SEO areas than a desktop. If you’re doing SEO for desktops and not for mobile, it might have a better impact on your desktop rankings however, your mobile rankings could be abysmal. Moving forward, marketers will have to focus on both desktop and mobile SEO to maintain their positions in the search pages.

    Voice Search: With virtual assistants such as Siri and Alexa getting smarter by the day, voice-search interaction is definitely going to be the next big thing within the SEO market. It is going to revolutionise the way you interact with search engines. Virtual assistants and AI are on their way to making the search process more user-efficient by providing answers to questions prior to users asking them. This path-breaking technology is expected to transpose the SEO landscape for many businesses.

    Intentional Content: This SEO trend/technique is evergreen. It creates the basis of your search results ranking. Unless you have content that is meaningful and relevant to the consumer, no level of optimisation could help you attract traffic to your website. A digital marketer needs to curate best-in-class intent content by keeping the user in mind. This can only be achieved after a comprehensive study of current keyword trends, followed by rigorous competitor analysis.

    Video Content: YouTube has been increasingly impacting the SEO rankings of many businesses. This makes one realise the importance of effective video content within a digital marketing strategy. Analysts and marketers highly suggest that these videos should promote the target keywords and be optimized for search. Embedding a video on your landing page that targets the same keyword could also prove beneficial in this regard.

    (Anoushka Adya is founder of Di-mention Studios, a digital marketing agency. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Guest column: SEO is the elixir of brands’ sales & e-commerce strategy

    Guest column: SEO is the elixir of brands’ sales & e-commerce strategy

    GURUGRAM: Industry reports state that 44 per cent of people start their online shopping journey with a Google search and 23.6 per cent of e-commerce orders are directly tied to organic traffic on the brand’s website (Business Insider). This itself determines the importance of search engine optimisation (SEO) for better sales ROI, especially for brands who have their own e-commerce platforms. In fact, even for brands that don’t have their own e-commerce platforms, SEO plays an important role indirectly in sales by guiding the traffic to the respective marketplaces from the brand’s website, helping consumers make the right purchase decision. Another report by SEM Rush states that 37.5 per cent of all traffic to e-commerce sites comes from search engines. 

    Owing to the current pandemic, e-commerce has witnessed a 17 per cent growth and a whopping 65 per cent growth in brands that are establishing their own website. Consumers who were initially sceptical about buying products online are now accustomed to the growing world of e-commerce. Consumer behaviour has also undergone a radical shift with more people buying directly from brand websites.

    In my view, there are three key things brands need to follow to drive maximum benefit from e-commerce SEO:

    a) Keyword planning – The importance of keywords in SEO is known to all. For e-commerce brands, targeting keywords which are category- and product-centric is extremely important, rather than just informational keywords. Amazon would be a good place to look for product-oriented keywords which closely depict the buying intent of the consumer. 

    So what one needs to do is enter a keyword related to the product on Amazon – for example “instant geyser.” Amazon can throw multiple suggestions around the product which would closely depict what the consumer is searching for. For example: “six litre instant geyser”, “instant water heater”, “instant geyser to save electricity”, etc. Some of the keywords could be long tail, and it’s good to pick those up as well to finally result in a healthy mix of long tail and short tail keywords, for a better conversion.

    b) Category and sub-category insights – Amazon is also a good place for finding out keywords related to your category and sub-categories. Further, you can also take a look at competitor keywords for category insights. A good tool to refer to is SEM rush. It does not give keyword suggestions based on inputs made, but shows you keywords that your competitor already ranks for. A deeper analysis can be done on those keywords to find more variety as per consumer intent and your product categories. 

    c) Plan campaign ROI over a longer term – SEO can work wonders for a brand over a sustained period of time and can genuinely improve sales in a cost-effective manner.  According to Kantar’s Getting Media Right 2018 report, 81 per cent of marketers in the Asia Pacific region acknowledged that the most important measure of ROI is a combination of short and longer-term metrics. 

    However, most marketers in India tend to focus on the short-term ROI of a campaign, trying to account for every penny spent immediately. Only around three per cent of digital marketers measure ROI over a six-month period or longer in India. It is one of the lowest amongst all regions, lower than the global average of four per cent. Conversely, about 78 per cent of Indian marketers measure ROI within the first 30 days of the campaign itself. This is too soon, especially considering that sales cycles are usually 60-90 days or longer. 

    With the enormous rate at which e-commerce is growing, it is well on its way to completely redefine the way we do business. This year especially has seen an explosion in the digital space like never before and it’s only going to get bigger from here on. In a world that is populated with all types of content, SEO is the elixir that every business needs to incorporate when executing their brand strategy.

    (The author is founder of Bottle Openers Digital Solutions. Indiantelevision.com may not subscribe to his views.)

  • Indiamart.com is the most popular platform to display advertisements – reveals SEMrush Study

    Indiamart.com is the most popular platform to display advertisements – reveals SEMrush Study

    MUMBAI: SEMrush, online visibility management and content marketing SaaS platform, recently conducted a display advertising study. The report accumulated data from more than 5 million impressions from top Indian GND advertisers and publishers and divided them into different sectors of the industry. SEMrush used its Display Advertising tool to collect the relevant data from February to May and scored each domain on a scale from 1 to 100, the basis on internal algorithms.

    Advertisers mentioned in the reports are the domains which display ads appeared at least 100 times per month in India and its publishers are referred to the domains which show such displayed ads. The study is centric to display advertising trends on e-commerce sites belonging to the shopping niche.

    This report by SEMrush- which offers solutions for SEO, PPC, content, social media and competitive research reveals that 32% of audiences who visited top e-commerce websites the most are in their 30s with almost an equal share of men and women counting to 51% and 49% respectively. However, audiences who viewed the ads on the top e-commerce GDN publishers the most also belong to the same age group, but men viewed ads more than women.

    While selecting the industrial preference to place ads, Art and Entertainment remains the most favorable ad placement platform for 23% e-commerce advertisers, and Computer and Electronics websites stand second in the preference list with 20% advertisers. Desktop is the most used device to view ads on websites with 25% audience share.

    The study also finds that advertisers prefer 728×90 ad size in several ecommerce industries including Beauty and Fitness, Computer & Electronics, and Food & Drinks. Moreover, advertisers select 67% responsive ad formats and only 33% of image only formats while publishers almost equally prefer both the formats. 

    As per the report, each industry has a topmost publisher, but Indiamart.com in the Business & Industrial sector tops the list with the highest traffic share of 71%. Other leading publishers are Rushlane.com in the Auto & Vehicle industry with 57% traffic share and Vegrecipesofindia.com in the Food & Drink industry with 41% traffic share. 

    Analyzing the findings of the report, Mr. Fernando Angulo, Head of International Market, SEMrush says,“E-commerce websites are the most favorable platforms to place and view advertisements and this study primarily focused on the display advertising trends on shopping websites, which is relatable to a huge category of our audience. The advertising trends stats and other relevant data may help them refer to the data and seamlessly apply it to run their campaigns effectively.”

  • Gutenberg integrates digital, PR, video, content & mobile

    Gutenberg integrates digital, PR, video, content & mobile

    MUMBAI: Global public relations firm Gutenberg has announced the launch of its expanded suite of services making it a one-stop shop for complete integrated marketing communications needs for brands. Gutenberg’s integrated marketing services offering will expand from PR to include digital, content, video and mobile.

    “We began as storytellers, through PR,” said Gutenberg founder & CEO Harjiv Singh. He added, “In this next phase of our growth, storytelling will stay central to our belief that great stories build great brands. We will incorporate tools such as SEO, analytics and digital advertising encompassing the range of paid, owned, earned media.”

    In 2016, Gutenberg added 31 clients across its global portfolio. Gutenberg is also on track to open its Singapore office in early 2017 and will continue its expansion targeting key markets in the ASEAN region. Gutenberg is expected to grow its team to over a 100 storytellers in the first half of 2017.

    Black & Veatch vice president, global marketing & communications Fredrik Winterlind said, “The Gutenberg team brings enthusiasm, passion and a truly collaborative spirit to all of their efforts in support of our PR initiatives.”

    Gutenberg’s 80 team members across seven offices in three countries work with B2B and B2C clients in industries such as technology, health care, mobile, financial services, real estate, education, defense & aviation, hospitality, industry associations, retail, e-commerce, fashion, media & entertainment, manufacturing and not-for-profits.