Test Your SEO Knowledge: 53 Essential SEO Terms Exclusively for Marketers

Test Your SEO Knowledge: 53 Essential SEO Terms Exclusively for Marketers

So, are you sure you know everything that comes under SEO?

Get ready to dive into the sea of SEO and get familiar with the most popular and powerful SEO terms in our glossary.

We have come up with a Glossary-Cum-Quiz to help you test your knowledge of SEO. Take the challenge and find out where you stand in the world of Search Engine Optimization.

Here’s the Score Board…

SEO terms quiz

GET! SET! GO!

 

1. DNS Prefetch

Using rel=dns-prefetch is a technique of pre-resolving DNS to speed up the web pages. It recommends a browser to resolve the DNS of a domain before calling it explicitly.

2. Silo Structures

It means to organize the website content in a way that is easily understandable for users as well for search engines. It may be called as an inverted tree structure or a pyramid in which the entire content is classified into multiple sub categories with a top level category. All the sub categories are named according to the content in it to avoid any content clutter.

3. Hashbang

Hashbang is a boon for AJAX based sites as search engines are unable to index these websites. Hashbang ( #!) is a number sign followed by an exclamation which helps Google bot in reading and recognizing the URLs.

4. ROAS

Return on Advertising Spending (ROAS) is a Key Performance Indicator (KPI) used by marketers to calculate media effectiveness. You can determine it for both offline and online media campaigns. It can be further stressed on other campaign elements, for example, Google AdWords Ad Groups, discrete keywords within PPC advertising, etc. To calculate ROAS, you need to divide total revenue generated from ad source by the total cost incurred in the ad source. <1 value implies a low revenue generated compared to the cost spent on advertising.

5. AMP

Accelerated Mobile Pages (AMP) is an open standard project designed for publishers to make page loading quicker on mobile devices. Its aim is to design webpages that can load fast. This Google-backed project has 3 main components – AMP HTML, AMP JS, and Google AMP Cache.

6. Scrape

Scraping refers to the practice of copying content from another site. It is generally followed by the automated bots.

7. RankBrain

Released in October 2015, RankBrain is the part of Hummingbird and an artificial intelligence program that is used as a way to intelligently interpret the relevant pages for the queries asked by the people that don’t have the exact words.

8. Disavow

Disavow is a medium to let webmasters inform Google that they don’t want specific links coming from external websites to be counted when ranking the site.

9. Dwell Time

It’s the metric responsible for calculating different parameters like user engagement, duration of the session, as well as SERPs CTRs. It works as a data point (not publicly available or understandable) but still influences the search engine results of a site.

10. Favicon

It is a unique icon related to a specific site, visible on the address bar of a browser or next to the website’s name in the bookmarks list.

11. Breadcrumbs

Breadcrumbs are the links that tell users their location on the site. It is visible at the top of the page and reflects the structure of the page.

12. Doorway Pages

These are the low-quality web pages that act as a door between user and content. They are generally created to spam the specific search results by sending visitors to a different website. These offer less value to the visitors.

13. Google Bomb

It is a black hat SEO technique to increase a webpage’s rank by exploiting the Google algorithm. It involves artificially increasing the number of pages that link to a page by using the main keywords as the link’s anchor text.

14. Affiliate

In SEO, affiliate sites implies to those who promote services/products of an online merchant website. These affiliate websites post links to the merchant site and are paid according to the pre-decided commission.

15. Google Adwords

Google Adwords is an advertising program for the businesses that want to show ads on Google and its respective advertising network. Businesses set keywords and budget for the campaign and only pay when people click the ads.

16. 301 Redirect

Redirection is when you visit a particular page, but it automatically redirects you to another page, which has a different URL than the one you clicked. 301 redirection is a permanent redirection which passes the link juice to the redirected page. 301 is the HTTP status code for this type of redirect.

17. Social Bookmarking

It is a common SEO practice to create quality backlinks in the eyes of search engines to ultimately improve the ranking of keywords. Popular social bookmarking sites are: Delicious, Digg, and StumbleUpon.

18. ALT Tag

ALT tag is an HTML attribute of IMG tag. Like an IMG tag helps in showing images, ALT tag comes handy when it is unable to load. The ALT tag displays the text and thus, help inform search engines about your images.

19. Anchor Text 

It is the display text of a link to a web page or site. When you enter text (web URL) it turns blue and becomes clickable. Anchor text defines what the hidden link is about and what you may see after clicking on it.

20. Black Hat SEO

This one may seem familiar, yet you might not know the exact meaning. Black hat SEO includes all the spammy, manipulative, and unethical SEO techniques which are followed against the rules as mentioned by Google. Using black hat SEO tactics may get your site in trouble and it may end up being banned or penalized by the search engines.

21. Deep Linking

Deep linking, is the practice of creating a hyperlink within the content to direct the traffic beyond homepage and other entry pages. This technique reduces bounce rate and improves conversion.

22. Google Analytics

Google Analytics is a software program which helps in collecting and analyzing information or data about a site’s usage. It is a free tool that let us know how the traffic interacts with the website.

23. Authority Site

An authority site is one which has multiple links coming from other related hub or popular sites. These tend to enjoy a considerably higher PageRank and ranking in search engines. For example, Wikipedia is a great authority site.

24. Canonical URL

It is an HTML element that prevents duplicate content by mentioning the “canonical” or “preferred” version of a web page as a part of SEO. There might be more than one page pointing to the same information or containing it.

25. Cloaking

When a website shows different content to users and to search engines, it is called Cloaking. It is a way to manipulate search engines spiders to achieve ranking for specific keywords but providing users with irrelevant content. This can be done by delivering content based on the User-Agent HTTP header or IP addresses of the user.

26. Do Follow Link

Dofollow links are standard HTML links without rel=”nofollow” attribute. These links allow crawlers to follow the link and pass the link juice.

27. No Follow Link

Nofollow is a value added to the rel attribute of an HTML to tell crawlers that a hyperlink is not allowed to affect the link target’s ranking.

28.Domain Name

A domain name is the unique string of the web address which is responsible for identification.

29. Web Hosting

Web Hosting is the practice of offering websites storage space and access. It is generally paid and provided in different packages. Popular web hosting services are HostGator, GoDaddy and Bluehost.

30. Panda

It is tweaked in Google’s algorithm for search results ranking, which was initially released in Feb, 2011. Panda was meant to reduce the low quality or spammy sites, especially content farms and meanwhile rank the high-quality websites in the top searches.

31. Penguin

In April 2012, Google Penguin was launched to detect the spammy sites, in particular, those who are ranking high in SERPs through buying links or powerful link networks to improve Google Ranking.

32. Pigeon

Given the codename of Pigeon, it is the update to Google’s local search algorithm, released on July 24, 2014. It is meant to improve the local listing rankings in searches. The changes influence the search results in Google Maps as well as usual search results.

33. Hummingbird

Google’s Hummingbird is a search algo utilized by the search giant itself. It analyzes every word in a query and makes sure that the complete query is taken into consideration.

34. Keyword Density

It is the percentage of the number of times a specific keyword or keyphrase is used on a web page as compared to the overall word count on the same page. As per SEO, keyword density can be utilized in order to find out if a web page is genuine to the considered keyword or keyphrase.

35. Keyword Stuffing

It refers to adding too many keywords on a web page with the motive of manipulating the search engines to rank it for that specific keyword. Generally, these keywords do not make natural sense with the entire text on the page.

36. Duplicate Content

It is the content on the same or other domains which matches partially or completely.

37. Bot

Also referred as web robots, a bot is an automated software application designed to run automated scripts and tasks across the Internet. In general, bots perform the same task much speedily and with higher accuracy as compared with a human.

38. Bounce Rate

It is the total percentage of visitors on a specific site who come to your website and go away after visiting only one page of the entire site. For example, if the bounce rate is 75%, this means 75% of the total people who come to your site, leave without viewing any other page.

39. SMM (Social Media Marketing)

It is a form of internet marketing that uses Social Media as a marketing tool. Its aim is to produce quality content that users will share in their network which will ultimately increase the brand exposure and leads.

40. ROI

ROI is the percentage used to express the ratio of net profit to the total cost of investment divisible by 100. In short, if your revenue is greater than your spend, then you are getting return of your investment.

41. Conversion Rate

The conversion rate is the average number of total conversions per ad click. It is shown in the form of percentage and calculated by dividing the two.

42. Cost Per Click (CPC)

Also referred as Pay Per Click (PPC), CPC is an internet advertising model which is utilized to drive traffic to websites. Here a publisher is paid by an advertiser for every ad clicked.

43. CPM

CPM (Cost per Mille) in marketing, is used to denote the cost of 1,000 ad impressions on a single web page. The M in CPM is for the Roman numeral that denotes 1,000.

44. LSI Keywords

LSI keywords are those keywords which are semantically related to the main keyword. Contradictory to what people generally believe, LSI keywords play an important role in ranking the main keyword or text in search results.

45. XML Sitemap

A Sitemap refers to an XML file containing complete URLs of a website. It lets webmasters to add extra info regarding each URL in particular, including the last time it was updated, the frequency of changes, as well as its connection with other pages on the website. XML sitemap generally enables search engines to index the websites better so it should be easily discoverable.

46. Indexing

Indexing is the process of adding webpages into the Google Search. The bot gathers, parses and stores the data on whatever is on the Internet to show quick and relevant information in searches.

47. Inbound Link

These are the links to other sites or pages that point to the webpage of your website.

48. Mirror Site

Mirror site is a duplicate (or replica) of an already existing site. This is done to cut down the excessive traffic that may generate a load on server or in order to enhance the speed of the existing website. Using it to target different keywords for duplicate content violates the terms of Search Engines.

49. Google Dance

The outdated term refers to the time which Google use to restore its ranking. This is the result of this rebuilding practice that there are sometimes fluctuations in the rankings of other sites on Google SERPs.

50. Link Juice

It is an SEO term which refers to passing of SEO value from one webpage to the other through a hyperlink.

51. Crawling

Crawling is described as the process using which Search Engine bots visits a site or web page to track it. The Search Engines send out their spiders to discover the websites that contain the most relevant information.

52. Broken Link or Dead Link

It is a non-working link on a web page. Higher the number of dead or broken links on a page worse it is for the site.

53. FTP

File Transfer Protocol is the protocol used for transferring data or files from a computer to a website (or vice versa).

These were some of the not-so-common and a few familiar SEO terms shortlisted for you. So are you a beginner or an outstanding SEO expert? Share your score with us and let us know what you liked about the post in comments below.

Untold Success Story of Sarahah: The Anonymous Honesty App That Took The App Store By Storm

Untold Success Story of Sarahah: The Anonymous Honesty App That Took The App Store By Storm

Are you on Sarahah? The anonymous messaging app is on top of the download charts these days and here’s everything that you might be looking for about this mysterious app!

Downloaded by millions of people across the globe, the app has managed to hit #1 in App Store in 30 countries including the US, UK, and France (As per the 1 month stats mentioned in its official tweet). Within its very first month of launch, Sarahah enjoyed more than 250 millions visitors and 1 billion page views!!!

The phenomenal performance of the honesty app seems pretty startling and of course mind-bending to app makers. Given the record-breaking figures, people are trying to know more about its usability, origin, and what made it so successful!

You too interested? Dive in and find out every nook and cranny about this new, most hyped honesty app.

So basically what’s Sarahah and Honesty App?

Meaning honesty in Arabic, Sarahah is an interesting concept created as an anonymous way to offer supportive criticism in the workplace. It is meant for team members for somewhat secret one-way communication…at least that was the idea of the makers initially!

Here are some enticing facts about the app in brief:

Developed by Tawfiq, the concept was finally launched as an app after its success in Arab. With contribution of a third-party company, an iOS app was introduced to the App Store on June 13, 2017. That was the time the app first became available in English. Within its first week only, it received over 2 mn unique visitors.

Here are some enticing facts about the app

On July 5, Snapchat also released a new update and just three days after this, for the first time, Sarahah jumped to top 1500 apps in App Store (as stated by analytics by Sensor Tower). Post 4 days, it again promoted to 104th position. Then 2 days later, the rank was #17 and finally three days later, Sarahah surpassed the records and claimed #1 position on the App Store. This made it leave behind all the major social networks including Facebook, Twitter, Snapchat and rest of the popular platforms.

What made Sarahah buzz of the town?

Only positive word of mouth couldn’t be credited as the sole reason for record-breaking performance of the app. Coming over to the business point of view, there’s something more than the hypes. We tried to look deep on to the app and other factors and here’s what we found equally responsible for its success.

For a regular user, the app brings a new, innovative, and engaging app which offers them a way to connect to the people they know without those people knowing anything about “who sent what!” This is the first reason why Sarahah gained so much popularity from users across the globe. Yes we know that there have been some similar like Yik Yak, After School, and Secret in the recent and far away past, yet there’s something about it that lures the people.

Also, the idea that it’s the latest option available right now and has somewhat brought back the old concept the new way has also triggered users to secretly share their thoughts about the people they know.

This idea of an anonymous app at the time when people are so involved in social networks and communication is yet another plus point.

From the business eye…THE SNOWBALL EFFECT…

The app seems to have followed the snowball effect, which is characterized by people being influenced by their friends and colleagues for something and then joining the same row. Let’s make it clear to you with the help of an example.

You are probably on Sarahah now…ever guessed why!!!

Let’s say one of your friend shared his/her Sarahah profile link with you inviting you to share your thoughts about them secretly. You ignored first but tempted to find out what it is and finally clicked the link.

You saw the page and found it interesting to leave comments about your friends that they wouldn’t find out you sent. Then you thought why you should be different and you created an account and shared your profile link with your friend as well.

That’s where the whole game begins. This SHARING is the base of Sarahah getting viral tremendously all over the social media as users have been posting the comments they received ever since they joined the app.

***A few people checked out the app, they shared the link and comments with their friends or public on different social networks, and then more people joined it….and the series continued***

Now interestingly, a normal user doesn’t calculate and do the aftermath. People try something for a reason or for nothing, they like it and they connect with it. But business doesn’t go like that. If the app is at the top of App Store today, it is owing to several factors that contributed towards its success.

From marketing perspective, Sarahah seems to have been successful due to the hype created by people and strong presence of social networks to promote and share it.

If you understand the idea, you will be able to know why the previous apps couldn’t be that successful…due to less craze and role of social media in their lives.

There are some other things as well that make it somewhat better:

  • Revived version of the old concept
  • Better interface and UI
  • Social media kick
  • Of course, positive word of mouth and the viral stage

And it’s secret you know~!

What can be improved?

Even though the app is on the hitlist of users these days, there are a few points we’d like it to add or improve, including:

  • No options to delete sent comments.
  • If you don’t have app version, you won’t be able to share the comments directly from within the app.
  • Too many spams.

Beware of the SPAMS…

Soon after people joined the app, they have been receiving spam messages with the name of Sarahah for eg, Sarahahcheck.com, Sarahahemoji.com.

These spams invite you to download third-party apps in exchange of revealing usernames of anonymous senders. Users are recommended to ignore and keep a check on such spams and share no information on such sites.

Beware of the SPAMS

These spams invite you to download third-party apps in exchange of revealing usernames of anonymous senders. Users are recommended to ignore and keep a check on such spams and share no information on such sites.

Sarahahcheck.com

Our Opinion

Well it might be too early to comment anything on the app yet the benchmark it has set within such a short span is worth analysis. So we paid a little attention and came to the thought that Sarahah seems to be an interesting app with potential to sustain longer. Yet for now, it is no exception to flaws and needs a couple of improvements in some aspects.

Despite the doubts regarding how anonymous the app really is or the involvement of spammy third-party apps and ads, the platform is anyhow able to engage users and might be expected to come up with something different and new features in the near future (that’s what we hope). Keeping all this aside, Sarahah seems fun and something unusual than the regular FB, Twitter, or WhatsApp, which makes it more appealing to us and to everyone around.

Posts on Google for Small Businesses: Make Your Business Stand Out From the Crowd

Posts on Google for Small Businesses: Make Your Business Stand Out From the Crowd

Haven’t got a Google My Business Account yet?

You better sign up!!!

Businesses, brands, celebs, and everyone else has been posting content on Google previously as well, but with Posts on Google, the search giant has recently introduced a completely new way to do so. Released on June 22, 2017, the all new Posts on Google feature offers you a new, better way of sharing fresh content with the target audience and everybody who is searching you online.

We know you may have read or heard of the feature already, but do you exactly know what it packs for the local businesses? Not only freshen up your online visibility but Posts on Google can  help your local business improve and pitch new customers too!

Hop on and go through this complete post to understand every nook and cranny about Google’s new posting feature.

Who Can Use Posts on Google

The feature was initially released during US election for candidates to post relevant content. Later, it was made available for a few categories only, including:

  • Sports teams
  • Museums
  • Sports leagues
  • Movies in the US
  • Musicians in brazil

As per its commitment, Google lately made the feature available for small businesses as well. That’s the main part of the story.

Posts on Google for small businesses is the hot topic in the local business sector. But to use it, there’s one condition that you need to fulfil, i.e. you must have a Google My Business account.

For those who already have an account on Google My Business, it is a one-click process to use the feature. For the unregistered users, they will first need to sign up for the service and then continue.

How to Use Posts on Google

Using the feature is no less than a cakewalk. In case you don’t have a GMB account, here’s a breakdown of steps to use Posts on Google:

  • Click on Request Access

How to Use Posts on Google

  • You will see a form asking some details, fill up the form according to your purpose with right information

How to Use Posts on Google 2

  • You will see a popup that reads “Thank you for joining the waitlist to Posts on Google.”

How to Use Posts on Google 3

  • If you want, you can also submit a new response to Posts on Google.

NOTE: For businessmen, select Business from the list of categories.

Once Google reviews your request and permits you the rights, you can start using the feature to make your brand more lively online. The interface seems similar to that of uploading a new post on Facebook.

For those who already have a registered account on Google My Business, their page will look somewhat like this:

WebsperoBusiness

Posting on Posts on Google is very easy. All you need to do is just type in the text, add images or several call to action buttons to your post. You can also schedule posts or create events. Another interesting feature is that you receive full updates regarding the views and interactions on your posted content.

Here’s what options you get while posting new content:

  • Option to add media, including Image, GIF, or video
  • Description – maximum 300 words
  • Event title
  • Start and end dates, and times for the event created
  • Learn More – to add your website link
  • Call-to-actions – Buy, Reserve, Get offer, Sign up, Newsletters

The post you upload instantly shows up on both mobile and desktop.

How Google Posts Looks in SERPs

Well, the posts do not show up in Google+ rather after creating a new post, a new column adds to your business listing in the SERPs. The effect is immediate and shows all of your latest posts (two posts at a time).

Below is an example of how the new posts look on your business listing in search results.

HGoogle Posts Looks in SERPs

What it means for small businesses?

With majority of people searching for local info online (i.e. via search engines like Google), the best place to promote your business is Google Listing (Not using it yet? Sign Up here). In the positive case scenario, where the audience already knows the business it is searching, they will anyway want to know detailed information on what the business offers and everything interesting about it.

That’s exactly the reason why Google My Business has introduced Posts to local businesses. By doing so, Google has offered the small businesses a simple way to drive new customers and establish stronger relationships with the existing ones.

How it can benefit small business?

Posts on Google helps businesses in a number of ways, some of which are:

  • Share Daily Offers: Sharing daily discounts, offers, current or temporary promotions that not only motivates new and existing customers but also lures them to try your offers.
  • Promotion: Great way of promoting products, services, events meanwhile informing customers about upcoming events at your location.
  • Products: Best place to display your products as well as list the new additions.
  • Connect With Audience: Options available to connect with the audience right from Google Listing. These options include – giving audience a one-click way for reservation, signing up for newsletters, get info about new offers, and buy particular products from your website.
  • Better Click-Through Rate: The feature will help businesses achieve improved click-through ratio from business listing.

How Small businesses can use it?

Around 82% of people use search engines for finding answers of their queries and 70% people research different businessmen before taking a final decision. With Posts on Google, businesses will be able to share regular, relevant updates and info on Google Search and Google Maps in order to help their businesses become visible to customers from the crowd.

With the ability to add call-to-action phrases (like “Reserve,” “Sign up,” “Learn more,” “Buy” or “Get offer.” ) to business listing, you can even decide the way you want to connect to your customers and target audience.

As already mentioned above, registered Google My Business users can start using the feature directly. You can create Posts anytime, anyplace with the help of Google My Business app for Android, iOS, and web.

If you haven’t signed up for Google My Business account yet, sign up today to get started with managing and improving your business listing on Google. Once Google verifies your business and details, you will be allowed to start posting content.

Anything else to know about Posts on Google?

Link Posts: The most interesting and probably the most important feature of Posts on Google is that it lets businesses link their posts to their own sites. This way, it can be used as a medium of driving more traffic, more sign-ups from newsletters, and more potential customers to particular product pages.

Postscript: One thing to note here is that the posts you upload are only visible for a week. After seven days of posting them, these posts automatically expires. Businesses all over have reported that they received a notification a day before saying the Google Post will expire.

Anything else to know about Posts on Google

Additional features

One good thing about the new feature is that Google has made it even simpler to use by offering a Help Center. So just in case you find yourself stuck with the options or anywhere while using the feature, you can simply visit the link above to get assistance.

Why You Should Start Using Google Posts Right Now…

  • The first and the best thing about Google Posts is that it’s available for free. Businesses can use it without actually paying a penny! It’s a part of your business listing options and all you need to spend is only your time.
  • Google loves fresh content and although nothing can be said if Google really follows it, yet the past experiences with rest of the Google features and services hints a little. When you post an updated listing and regularly post informative content on the search engine, the listing tends to show better in SERPs as compared to the ones without any update.
  • Who doesn’t love its own features! Google too loves it when you use its services and features. Being a business owner with a thought of expanding your business online, you gotta do what Google wants you to and Posts on Google seems no exception to that.

What this means for your Google Business Page.

Well, with the advent of Posts on Google, it seems more like Google’s effort to bring back its lost repo in social media marketing. Even though that does not mean that you will see Google+ coming back in form again, but it’s definitely something that can help businesses (especially local or small ones) maintain a better online presence and share relevant info/content with their customer base.

Google seems to be putting more power to business owners with the way they handle their search presence and customers. According to me, the feature can be somewhat more fruitful when combined with the targeted keywords in the text part of the posts. For more promotional benefit, even the media could contain links you think are good for your business.

From the customer’s’ point of view, the feature seems a new and better way to find latest info, offers, products, and services in their local region. This could be a plus for overall user experience not only from the business’ perspective but also for Google.
Our suggestion is to use the feature on a regular basis like weekly strategy for marketing your business. Then of course, sum it up with fresh content, call to actions, and active communication in your selected media outlets.

There’s no word if the feature would be a forever free service or the search engine will charge you for using it. But you can expect new enhancements to Posts on Google and introduction of many more interesting features to Google Business Page in near future.

Google Attribution Overview – Google’s Marketing Tool of 2017 in a Nutshell

Google Attribution Overview – Google’s Marketing Tool of 2017 in a Nutshell

Google made a significant announcement during its latest event – Google Marketing Next conference, in San Francisco a few weeks ago. But what’s in for you? Check out this article to know how this new tool can redefine your marketing strategies.

Before everything, let’s have a quick overview of what attribution is and what is Google Attribution.

Attribution in marketing is used as a process of identifying the causes of certain user actions and assigning these actions some credit. It is basically related to determining what media are bringing purchases from users.

There are various types of attribution models used by marketers according to their needs. Attribution works as the powerhouse of marketing as these models help marketers keep a track of their advertising campaigns and know what works and what not.

There were many issues in the earlier attribution models, calling for a better and feature-rich solution. Google plans to solve the problems faced by previous tools with Google Attribution.

Google Attribution is the latest marketing tool that aims at making it easy for marketers to derive bidding decisions using attribution data that is calculated on the basis of role they play in the complete buyer’s journey.

Let’s know what problems does Google Attribution Solves

After going through the link, now you know the three main attribution models used by marketers in their ad campaigns:

  • First Click
  • Linear
  • Last Click

The issue with all three models is that they do not assign appropriate credit to user actions and touch points as they should. First Click and Linear models assign complete credit to only one or equal credits to all, whereas in Last Click model the entire credit is given only to the last click.

This does not let marketers get a complete idea of how and what actions by users are affecting their channel and ad campaigns.

That’s one of the main reasons behind less popularity of Last Click model.

There are other points where the existing models lack. For instance, the existing attribution models do not give information about offline to online effects. As a result, marketers cannot estimate marketing impacts precisely for different marketing channels that happen later in the user’s’ journey.

So How’s The New Attribution Model Better?

Google hopes to kick out the issues faced by the existing models with the new attribution. It is advanced, makes better use of data, and give more precise insights into the media channels and their performance.

Google Attribution additionally offers one more benefits. It lets you get a complete idea about users. Here’s how.

Chasing the User

  • The new model lets you understand the entire conversion journey of a user across all channels.
  • It then lets you track the total number of touchpoints (clicks) a user connects with a brand through. This includes every insight from the first engagement with the brand to the conversion.
  • This makes it possible for you to find the ways digital channels can work together.
  • It additionally lets you explore and come with a more holistic view of overarching digital strategy, promotion of integration between different channels, devices, and mediums.

As quoted by Matt Haig, Author of “Mobile Marketing – The Message Revolution”,

“End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.”

IDEALLY, the new model should make sure that every channel gets due credit for each sale, on the basis of the unique habits and nuances of consumer behavior that affects a brand. This is again something that has been missing in the existing models.

Bye Bye Last-Click

Over the past few years, the search engine giant has been working on ways to get rid of the ‘last-click’ attribution from its platforms, especially AdWords. It is due to the fact that the company wants its platforms to show modern search habits in a better way and eliminate the not-so-productive approach of Last-Click model that lays emphasis only on the last click.

In short, Google Attribution takes the data and functionalities of AdWords, Analytics, and DoubleClick Search and integrates all of them into one platform. This lets marketers link their reports without having to do further sale tagging. They can also manage performance under a single platform.

Due to native integrations, marketers can feed back the modeled conversion data into the Google AdWords or DoubleClick Search to make bidding decisions. One thing to note here is that Google Attribution’s aspect of working does not apply only to paid marketing channels like PPC and display.

Rather it applies to all channels such as:

  • Affiliate Marketing
  • Direct Traffic
  • Organic Search
  • Social Media

What will be the impact?

To get a better overview of how and what difference Google Attribution may bring to the existing marketing strategies of the marketers, let’s have an imaginary comparison between the ad campaign of the same company when it follows –

  1. Last-Click Attribution
  2. Google Attribution

Here is an example:

Let’s assume a company X with $10 million marketing budget and they decide their marketing budget according to the attribution data of the previous year.

To keep it simple, we assumed that company’s decision is only based on the last-click model’s attribution data.

Say, the previous year attribution data shows:

Paid Ads: 80%
SEO: 10%
Social Media: 10%

Using the Last Click attribution, the company will take an informed decision to allocate $8mn in Paid ads, 1mn in Social Media, and $1mn in SEO.

Let’s assume according to Google attribution, here is the attribution that it gives:

Paid Ads: 50%
SEO: 30%
Social Media: 20%

With this data, company will decide to allocate $5mn to Paid Ads, $3mn to SEO, and $2mn to Social Media.

Did you see it is very different from what the company did with the previous attribution model!

With more accurate attribution models, companies would not only be able to decide their budgets better for each marketing model but can also come up with better performing strategies.

Chief Marketing Officer at Visual IQ, Bill Muller also has something to say on marketing attribution solutions.

“Whatever your industry, determining the right metrics ultimately comes down to identifying the connective tissue that ties marketing activities to business results.”

 

Here’s What Google Attribution is Based on:

1. Machine-Driven Regression Attribution

Google has introduced versions of attribution to its other tools like Analytics’ Multi-channel Future reports. But these rely upon defined attribution models like

  • first click
  • Linear
  • and last click

Here Google Attribution serves with “Data Driven” attribution which according to Google, will use advanced machine learning compare purchase paths. It will also help you analyze what’s working and what’s not on the basis of a site’s own data!   What if it works? If so, then this would be no less than a variation on a ‘regression’ attribution model that uses historical data to express the weighting of credit applied to every touchpoint and give a better and precise attribution model. This is obviously something that current attribution models do not offer.

2. Don’t Miss the Data-Driven Factor

Even though the basic concept behind ‘Data-Driven’ attribution is not new, but what makes it seem better in Google Attribution is that it addresses the main issue in the regression model – TIME! So far, the time has been the main turn off behind why regression model does not find application widely. 

Being a marketer, you should know it takes time to

  • collect data
  • calculate the model
  • and derive the suitable insight out of it. 

Google Attribution fixes the issue and offers a dedicated attribution model customized to a business’ marketing activity and customers.

All this without needing manual labor, just data!

3. Content Optimization Made Easy

When it becomes easy to know how users interact with your brand throughout different devices, marketers can without much effort optimize their brand’s UI across all of them.

Now what does it mean?

Well, here’s the kicker. It means your brand will be able to rethink and optimize its content for each particular device. This way, brands can make sure that they do not miss out the engagement and dialogue factor towards audiences while they change their devices.

4. Useful for Call-to-Action or Gateway Terms

If you think from a paid search perspective, the new Google Attribution tool will give brands much-needed visibility across the call-to-action or gateway terms. 

But wait! What are these terms?

Such terms are known as keywords that help businesses in driving sales. However, these terms aren’t generally credited under a last-click attribution model.

Unlike existing attribution models, Google Attribution lets you overview the complete picture and derive smarter decisions on how these terms work with your overall keyword strategy and the benefit they bring.

 

Google Attribution works with less effort and more results:

 

  • It does not demand additional setup as it makes use of data that is already available via other Google products.
  • It then offers actionable insights into the complete purchase journey of users on a site.
  • As already mentioned above, marketers can then pass back the data to AdWords or DoubleClick Search to help with the bidding decisions.

Also, Google Attribution does not need further sale tagging.

To use the new model, all you need to do is just:

  • Link a Google Analytics view that is associated with a registered AdWords or DoubleClick Search account.
  • After you have set up your account, Attribution imports data related to performance from the respective Analytics view (the account you linked).
  • This may also include offline conversion event data that has been earlier uploaded to Google Analytics.
  • Afterward, marketers can separately assign an attribution model to specific conversion events.

Alike Analytics, they can compare models side-by-side.

Nothing Comes Perfect: Flaws in Google’s New Attribution Model

Although the new product seems to have several advantages over the existing models, it does have its own set of flaws that being a marketer you should consider first. 

  • A few of the attribution models in the tool do not offer complete picture. This means some of the models focuses only on certain activities, skipping the total number of times a user has viewed content from channels. 
  • Some models do not comprise of ‘post view’, which means your reports could have ignored the fold impressions (the ones that users never viewed). This may end up giving you false idea of a channel’s working post view. 

There’s struggle between some attribution models and cross device attribution. Attribution would not show cross-device activity that took place between a desktop user on Google and a mobile user on Facebook, unless and until the email ID used to sign in both the Android and Facebook account matches.

Cost

As for now, Google Attribution will be free to use. The company plans to make the service accessible for all marketers to bring about improvements in their current marketing and advertising practices.

Finals Words – Anything Else To Know

At present, the new model is still in its beta phase. Google will roll out the tool in the upcoming months, giving answers to the expectations, rumors, and assumptions about it, including:

  • The difference between the enterprise and the free version
  • The extent up to which the offline conversions and store visits are included
  •  TV attribution included

All these queries can be answered only in the coming months when Google will finally roll out Google Attribution. Apart from it, the other notable announcement during the event includes launch of promoted places and local inventory ads for retailers, which will let them market special offers and display whether or not the products are available at a local store. It will also offer an option to link customer loyalty cards to Google Adwords to offer a better insight on the way digital is bringing in-store sales.

All this is yet to hit worldwide, so the best option is to stay tuned with us for latest updates on Google’s latest attribution model. Till then, enjoy the beta version.

Youtube SEO: Leveraging Most Influential Channel to Broadcast Your Business

Youtube SEO: Leveraging Most Influential Channel to Broadcast Your Business

More than 1 Billion unique users visit YouTube each month and 14% of the entire Internet traffic come from YouTube. Is your Business capturing any of this traffic?

The Internet never gets bored of watching videos and as you know, the major source of online videos is YouTube. It is the second largest search engine after Google with 100 hours of content uploaded every month. It is the primary way to learn and understand from anything to everything.

Because of being the most popular online video platform worldwide, it has become the goldmine of targeted users for business owners and online marketers. If you weren’t ranking high on this most visited website in the world, it’s the time for you to start thinking about it immediately. To take the full advantage of the opportunities offer by YouTube, you need to optimize it to rank your video content.

But how much SEO will help you in getting more traffic and high ranking in YouTube? How optimizing the YouTube videos can benefit you? Let’s understand the importance of SEOed YouTube videos.

1. Search Engine Rankings

As YouTube is owned by Google, video results from YouTube often appear within the organic search results on Google itself. Also, Google wants to show the types of content that are most applicable to user’s query. That means many queries will have video results within the SERP. Google knows that many people find video explanation easier to understand than a standard article. So this means that a well-optimized video can get a place prominently on Google, drawing more traffic and to help you to establish your Brand.

webspero.com

2. A Video is better than a Website

Videos already make 64 percent of total internet traffic. If a picture is worth a thousand words then a video has much more worth. If you are searching for “how to..” kind of information, what would you prefer – read an article or watch a video? Of course, you’ll not make effort to search, read and scroll a website and will prefer a video that will easily explain you the things that too in action with one click. Videos are actually more engaging than text information. This is because much information is crammed into one message thus, consumers can remember videos easily. If we talk specifically about YouTube videos, then you because of very high Domain Authority and already millions of established backlinks, the video will rank higher than a website.

3. Build trustworthy audience

With the feature of subscribing, you can have a collection of reliable people that are interested in your channel and actually enjoy your videos. These people will come back and explore your website for latest update. Subscribing is also an important user experience signal that YouTube uses to rank your video.

Now as we know the significance, let’s explore the ways to optimize your YouTube channel to make sure your videos are discovered, watched and shared by your targeted audience.

1. Find Video Keywords

Like web SEO, youtube SEO also starts with keyword research. In this, you have to find video keywords i.e. the keywords that have results on the first page of Google.

There is a supercooled trick to choose video keywords.

Consider you optimize video around a keyword that has no video results on google. In this case, you will get traffic only from youtube. But if you optimize your video keywords for Google, you will get the targeted traffic from both Google and youtube to your video.

The best way to find video keywords is to search keywords in your niche manually and through  Google Keyword Planner.

Next step is to check whether the keywords finalized by you have YouTube search results.

Now, you have to the check if the keywords have enough volume. Don’t go for massive volume. According to Brian Dean, 300 searches per month is a minimum for Google. It’s because if you get 300 searches in Google then you’ll get enough searches on youtube itself.

2. Put More and More on Video

More you make your video awesome, more you’ll get out of it. You can hire even a videographer for that. You can also choose some inexpensive method to create a quality and interesting video.

Quality is important because it will directly affect the user engagement which is really a big ranking signal.

If your video is not valuable, no matter how perfectly you have optimized it.. It will never rank.

YouTube judge your video’s quality based on user interactions. Unlike Google, it doesn’t use backlinks and other signals to test the quality of your content.

Common user metrics are:

  • Video Retention-: The percentage of people that watch your video.
  • Comments-: Comments show that your video interests people.
  • Subscribes:-: If your video is amazing, people will subscribe to your channel. It is a big signal to youtube.

  • Shares-:Number of people that shared your video on social media.

youtube-shares

  • Favorites-:Total number of people that favorite your video or added to the “watch later” playlist.
  • Thumbs up/ Thumbs down-:Likes and unlikes to your videos.

One additional tip is that make your video at least 5 minutes longer.

For example: on finding “local SEO techniques” on Youtube, the videos with time period more than 1 hour are ranking high as compared to other videos.

local SEO techniques

Longer videos surpass shorter videos on Google and youtube.

Also, don’t worry if your video is getting longer. Go for it. If it’s fantastic, people will see it.

3. Keeping in mind YouTube SEO while uploading it

Filename :- After creating an awesome video, make sure you put the keyword in your video filename while uploading. This will let the search engines know the niche of your video.  For example: If you want to rank for “Height growing tips”, you did want to name it as height_growing_tips_video.mp4.

Video Title :-
The Title of the video should be at least of 5 words. This will give a look of natural title and in that way, you can also include your keyword without keyword stuffing.

It will be more beneficial for you if you can put the keyword in the starting of the title.

Description :- This is very important because Google and youtube can’t understand your videos. They actually rely on the description of the video you provide.

Below are the basic guidelines for creating amazing optimized description:

  • Add link in the description

  • Include your keyword in the first 25 words of your content

  • Insert the keyword 3-4 times in the description

  • It should be of at least 250 words

     

Tags :- You can skip them as they are not super-important but they also don’t hurt. Just add keywords for the search engines to make them understand what your video is all about.

It will not only rank you for your keyword but will also show up as a related video in the sidebar portion of youtube.

Videos with the similar tag will add you in their sidebar.

4. Working on Video Views 

To rank for competitive keywords, you need to work on views. Views are directly proportional to the rankings, more the views more the ranking will be.

But the views should be real because youtube can catch fake views. To get the genuine targeted traffic, you can follow these techniques.

Video link in email signature

People email you when they like you. As many of us get a huge number of emails daily, you can add the link of your latest video in your email signature. Links in the email signature generates higher CTR.

Quora and other Online Communities

Quora, Yahoo Answers, and other Q&A are the most popular sites on the internet. Posting links to these sites where people are so much desperate to get information can generate an extremely huge traffic but that doesn’t mean that you spam these websites. They will ban you.

What you have to do is just search a question related to your video topic. Then thoroughly answer the question and add a link to your video. You can also embed your link in the answer.

Quora and other Online Communities

This will instantly get your video a few hundred very high-quality views.

Now, as you’ve uploaded and shared your video, it’s time see who is actually watching your videos. We can use Youtube Analytics here…

It will help you in understanding your audience and how they are engaging with your audience.

Go to your Youtube channel page and click on views on the top.

 

 

Click on views to go to  analytics directly.

Youtube analytics directly

This is the overview of your analytics. It has default settings of showing data of 28 days but it can be changed. For a quick snapshot of your performance, the overview section is the best place to go.

Each category has on the overview page has its own dedicated page with a more detailed explanation.

Watch time reports

The Watch time report gives a deep insight of the overall performance of your channel and can also help you in providing performance analytics of individual videos.

Within the watch time, you will see:

  • Watch time:

See which video of your channel is watched for how many minutes. Not only this, you also the views, You tube Red watch time, Youtube Red views, their geography, date and much more.

  • Audience retention:

It will let you know how much video of yours is being watched out on an average. It also shows the last column of average percentage viewed according to video, date, and geography.

  • Demographics:

Other than views, you can also see the demographic breakdown of your audience along with the watch time. Currently, it is divided into three insights: gender, age, and geography. For a local business, it can provide you with a helpful look into whether the videos are reaching the right audience of your business or not.

  • Playback locations:

It is one of the best features that you can find out that along with youtube, where your videos are embedded along with their views and watch time. People can share the videos on their websites and blogs. This is a great way to find the sites on which your videos are being viewed.

Playback locations

 

  • Traffic sources:

You can easily find out how people are finding your videos through youtube analytics. Common types of sources include YouTube search, YouTube suggested videos, YouTube search, and YouTube advertising.

  • Devices:

This report will let you know the devices and operating systems that people are watching your videos on. Common devices are the computer, mobile phones, tablets, TV and Game console. You can also dive deep in their own breakdown.

  • Engagement reports

After building an audience and sharing content on YouTube, you’ll wish to have an awareness of the type of engagement generated by the videos. Below are the different Engagement reports available in YouTube Analytics:

  • Subscribers

This is a great measure to calculate the success of your video content. It will let you know how many people have subscribed and unsubscribed to your channel. You should get more subscribers by thinking about what people are searching for and then creating a valuable content for them.

  • Likes and dislikes

It will help you to know the response of the people to your videos – both positive and negative. The interesting videos are supposed to get the most amount of likes. Other may not generate the same amount of likes but may play an important role in YouTube Strategy.

  • Favorites

It is a great indicator of engagement for your video. This report will let you know when the video is marked as a favorite and also when it is unmarked. After marking up, it will become a part of their favorite category on their personal YouTube profile.

  • Comments

Count how many comments you receive on each of your videos. It can be a great way to interact with the targeted audience. It will be best for you if you respond quickly to them. Try to avoid arguing in a comment thread as it will make you more professional.

In the end, it’s up to you on creating and optimizing YouTube videos. You should focus on your targeted audience to increase the level of relevancy. Make sure you ask your viewers to like, comment and share your videos in the end. You can also embed your videos within the blog post as it will help you in getting more traffic.

You will definitely see a hike in your YouTube video visitors if you religiously follow the above SEO tips. If you know any other SEO hack for YouTube videos or another innovative benefit of YouTube SEO, feel free to share with us via comments. Also, don’t forget to share this useful resource with your YouTuber friends on your Facebook and Google plus profile.