PPC + SEO = Hike in ROI

PPC + SEO = Hike in ROI

We are seeing a number of new update in algorithms that are affecting the SERPs. Google continues to improve how content is being shown to the customers through organic and paid listings. Due to which, SEOs are trying to experiment different strategies to get more ROI.

Most of us use SEO and PPC with completely different strategies. Although they are 2 different things, there are different ways in which both can complement each other. We can consider them as two faces of the same coin i.e. Search. There are ways by which we can achieve a higher ROI by integrating PPC and SEO.

Consider the following strategies that make a coordinated SEO and PPC strategy more powerful than the sum of its parts:

Integrating the Goals and Metrics of Both

By using the data of both the teams, the behaviour of the customers can be understood more accurately. Combining the PPC data with organic metrics will give deep insights of how the customers are using the digital properties and how they behave once they leave your site.

Production increment

It doesn’t make any sense in keeping both of them apart as both can benefit each other. Keeping them apart will isolate the critical information and will reduce the productivity level of even the most powerful online campaign.

Increase efficiency of campaigns by combining keywords

Keywords are the base of every SEO or PPC campaign. Both the teams do keyword research to find the keywords that best align with the target audience’s behaviour. Consumers use long tailed keywords more than the single term while searching. Combining the result will allow both the teams to choose the perfect keywords.

Matching Ad Copy with the headline of the Landing Page

When a visitor click on the listings (it can be PPC or SEO), he expects to reach on a page that closely matches the listing heading otherwise, the customer will bounce. This procedure should be followed till the conversion rate. Now the issue is that the PPC team spends too much on perfecting the ads, but don’t have much control over the landing page’s attribute. On the other side, SEO team has full control over editing the client’s website. So perfect ads by PPC and matching heading and content with SEO can result in desired benefits.

Expensive PPC to cost effective SEO

In many industries, targeting some keywords in PPC is not cost effective. It will be a good strategy in which we can optimize the costly PPC keywords by SEO and using the PPC for cost effective keywords. This will help the PPC team in redistributing the budget elsewhere. This will help in getting the organic and paid listings on the first page.

Real-time Experiments

The delay between the optimization and impact is the biggest issue in SEO. While in the case of PPC, immediate results i.e. visibility, clicks and conversion can be seen. So this beauty of PPC can be use to experiment some keywords and use them in SEO after watching the results.

The above factors confirm that with the right SEO team, you can improve ROI in almost every PPC campaign.

A Guide to Google’s Penguin 4.0

A Guide to Google’s Penguin 4.0

Google has officially announced the last release of Penguin on September 23rd, 2016, almost after 2 years of long wait. Penguin 4.0 is the last update of this type as from now onwards, it becomes Real Time and is now baked with the Google’s Core Algorithm. It is launched for all countries and languages at the same time.

Before we see impact of Penguin 4.0 on search Industry, let’s take a look back.

The first Penguin update was launched by Google in April 2012 to punish the sites that were spamming the search results to rank high by spammy link building practices. Google has shooted periodic updates of Penguin throughout the year. The spammy sites were not regaining their rank even they have removed the spammy links. They have to wait for the last penguin update so that their site can be freed from the penalty. Below is the list of all Penguin Updates:


Penguin 1.024 April 2012
Penguin 1.126 May 2012
Penguin 1.25 October 2012
Penguin 2.022 May 2013
Penguin 2.14 October 2013
Penguin 3.017 October 2014
Penguin 4 best diet pills for women.023 September 2016

What’s New in Penguin 4.0?

Penguin is Now Real Time

Before this update, the sites affected by Penguin remained penalized even if they were improved until the next time algorithm updates, which usually takes several months. With the latest release, Penguin now becomes Real-time i.e. penguin has become the part of the core algorithm. As the Google crawls and index pages constantly, the pages will also be assessed by Penguin.  Now the pages will be caught/freed on the regular basis and you will see the positive or negative results faster than before.

Recovery of Improved Websites

If your site is penalized and your webmaster is doing a good job in improving and removing the spammy links, then sooner your website ranking will be improved, right after Google recrawls your website. Google also recommend for using disavow file to help in the recovery of your site from Penguin.


Google also announces that the new update is more granular i.e. it’s now page specific. It will affect some of the pages with spammy links, while other pages of the website will rank. Such kind of micro penalties would be difficult to track.
Since Penguin is now merged with the core Algorithm, we will no longer receive an official announcement regarding it. It is a constant process so we will have to monitor our backlink profile on daily basis. The Rolling process has started and will take few days to completely roll out.

An Outright Review on Google’s Awesome “Possum”

An Outright Review on Google’s Awesome “Possum”

On September 1, 2016, a huge local algorithm update has happened. Possum is the name given by the local search community to this algorithm update. The name suits the best to the update as many business owners think that their Google My Business listings are gone but actually they are not. They only get filtered, i.e. they are playing Possum.

What was the Update?

Possum is said to be the biggest update in Local after pigeon 2014. According to the evidences, this major update has only affected in 3-pack and local google map results. It is believed that the main purpose of this update was to variegate the local search results and stop spam results from ranking.

The main thing that is updated, is the Google’s filter that applies to the local results. After this update, a lot of fluctuation has been reported in local search results.

Filtration Criteria of Google are now Set to Address and Affiliation

Previously, a local filter filtered out the profiles that have similar numbers and domain. Google filters duplicate content organically to give the best relevant result for users. Showing the thousands of results from the same company is not best for users.  After this update, we are seeing a lot of businesses filtered out due to the address of the business listingS same as the other in the same category.

This point can be described by taking various situations and cases:

1. Consider you are searching for “Personal Gym Trainer in Delhi” and you get 16 results in local finder. Assume there are 5 listings using the same address “44 Lajpat Nagar, Delhi” that are all personal gym trainer in Delhi. Currently, 1 will be visible and other 4 will get filtered out. To see the filtered results, you can zoom in on the map. Now, you will see more results, including the above 4 filtered results.

2. Let’s take another example in which a business owner has 2 business listings and both have different domains, phone numbers, and addresses. The ranking of both the listings flips back and forth daily, but never appear together. The reason behind this kind of results was that although the addresses were different, but technically both the businesses were in the same building. The addresses were different based on the side of the street you come from. This shows that google is more sophisticated than just looking at the address you put in Google my Business.

3. In another case, there is a cardiologist who owns 2 different practices. Both have different addresses, buildings, NAP, doctors, and sites. The only connection is that he owns both the listings. Both the listings will be shown in 3-pack for different keyword and will not be shown together for any keyword. This shows that google now really knows about who owns multiple companies.

You should understand that Google is not removing the listing or preventing them from ranking. This filtration of search results is NOT a penalty. It’s just that google is now picking the most relevant and best listing and filters the other that are too similar.

The Physical Location of the Searcher now Becomes More Important

There is an e-learning company that has noticed that many of their locations were not ranked in 3-pack. If a keyword was searched from their head office in London, they are showing the results completely different from the one which is in Mohali.  The business is in Mohali and farther you go, more the map will be zoomed out and more the ranking will be dropped.

A Big Hike in the Ranking of Businesses that Fall Outside the Physical City Limits has been Reported

The businesses that technically fall outside the city were having hard times to rank for any particular keyword that has the city name. After Possum, these type of businesses have  huge increase in their local rankings.


We can see a lot of fluctuation in local search results. There are various ranking trackers that are the proof of this biggest local update. It may possible that some of the things they changed get revert back.

How to Create Great Content to get Organic Search and Social Traffic?

How to Create Great Content to get Organic Search and Social Traffic?

Content Marketing is an approach that engages customers at all levels. A solid Content-Driven battle is the most essential thing that you need to amplify your marketing. But this will only and only work when it addresses what a large number of people are searching for and sharing on social media, that your competitors are not covering.

So, how will you identify these searches, social and potential competitive gaps?

To achieve these things, you need to follow the following steps:

1. Analyse SEO factors for your topic and discover the hidden winning content ideas.
2. Confirm the content ideas with social media engagement metrics
3. Identify trending questions related your topic

Analyse SEO Factors for Topic and Discover the Hidden Winning Content Ideas

It’s true that SEO can boost your content marketing strategy. First of all create an SEO strategy for your content. Choosing right keywords for your content is very important best weight loss supplement. Keyword selection and optimization should make a high quality content that your audience needs and wants.

For example, a page about  “Avoiding Thrombocytopenia” describe ways to prevent decrement in the number of platelets. But the search engines might not rank that page highly if people are searching instead for “Increase platelets tips”. Your content must be written in the correct language, a language that is known to your users.

There are a variety of tools like Moz, keyword  planner and semrush that help you to discover the specific ways that people may be searching for your content. If you are using Moz, you must target on high Volume, low Difficulty, high Opportunity and high Potential. You can also view some OF the related suggestions.


In order to get the most value out of this research, it’s important to build content for search. Make sure to use the targeted keywords in the URL, title and headings (h1, h2, etc.) of your content where possible.

Confirmation through Social Media Engagement Metrics

Getting traffic through organic search is only the one part of equation as social media is becoming a more important source of referral traffic. Social Media engagements can do wonders for your Business. So before using the keywords, it’s important to know that whether your final keywords attract engagement and if yes, then in what format. Each Social Media need different formats to get engagements. Do research either manually or through online tools. By focussing on Social Media Engagement, you will complete the second part of the equation.

Identify Trending Questions Related to your Topic

Forums are also a good way to cover the keywords and topics related to your targeted keywords. The Forums will tell the original area of interests on which people find challenges and do discussions. Covering these types of topics will optimise the content according to the users. Also you can answer the related questions, put your perspective and obviously brand in front of a targeted audience.

Over-Optimization Penalty – A Comeback

Over-Optimization Penalty – A Comeback

Too much of everything is bad and this is true for SEO too!

While speaking in a presentation, Matt Cutts said that the new over optimised penalty would be imposed on the websites that do SEO above normal. This update has made many SEO companies a bit scary as now they will get a penalty for the hard work they have been doing for years, or we can say getting punished for trying to make Google happy!

What Over-Optimization Actually Is?

Over Optimization is the practice of applying many SEO techniques, to the point until Google catches you because you are focussing more on it rather than on giving Quality content to your customers and finally ruining your website. In the old SEO days, Over Optimization was the way from which the sites gained traffic easily. The best way to boost your site was stuffing thousands of keywords or sending thousands of spammy links to the a site. But now the scenario has changed, as now the SEO’s knows that stuffing and spammy links are a way to suicide. After over Optimization Penalty, many things become black hat making SEOs more wiser about Google techniques.

SEO is in a constant state of evolving. This evolution shows that google is getting smarter, by which searches are also getting smarter which is ultimately making the SEOs smarter, leaving the battleground messy and hot. To win the battle, we should know what over optimization techniques we should not apply.

Here are the Quick Checklist for you that can save you from Over SEO penalty:

Building Backlinks only from Relevant Blogs:

To attract Google, people create a thousand of backlinks pointing towards them. This creates a problem when Google finally figures out that your competitors are having an average of 40 backlinks and you are having 5 times of it. This will surely raise a red flag and even your thousands of backlinks could not save you. So, it’s better to have backlinks from a relevant blog. Try not to use paid links, use guest blogging or blog commenting. You should not always create backlinks for your homepage, your internal pages should also be backlinked from relevant subjects. Also creating 100s of backlinks in short span of time is a symbol of Over Optimization.

The Default Language of your Content is “Spamglish”:

Here we are talking about Keyword Stuffing. Unnaturally Stuffing your content with keywords is now considered as Black Hat SEO and now comes in Over Optimisation. The percentage of a keyword in a content shows google that whether you have targeted search engines or people. So filling of your special keywords should not be more than 2-5%. You can also try synonyms and long tailed phrases to avoid penalty and increase Optimization.


Placing Clicks above Usability:

Well, you also know that Google is smarter than you. He knows you are doing SEO just for gaining clicks and are ignoring the design and usability of the website. This will surely raise a Red Flag against you. You should give importance to the fact that if your site in not that much user friendly then Google will also start hating you. You must focus on your website design, navigation and other user friendly factors. This will naturally increase the clicks.

Multiple H1 tags:

An H1 tag is for the page’s main Heading. In old times, SEOs figure out that the Google give importance to H1 tags. They also started giving importance to H1 tags. Gradually this importance took the face of “Over Optimization”. Many websites that were having multiple H1 tags had suffered badly after the Over Optimization penalty rule. So it’s better to have only 1 H1 tag for your website although you can have any number of other tags.

Linking to toxic Sites:

Links from websites having low DA, spammy links or other toxicity will decrease the ranking of your website. Don’t waste your time in sending outbound links to these kind of websites. Instead try building links from healthy websites with good DA and reputation. It will be a time consuming work but is surely worth it !