Google has several ways to generate results for webpages. Crawling is one among them for ranking the sites and to find out what exists in the sites. Since there is no central registry available for Google, they need to constantly lookout for new web pages and get them listed as known sites. Crawlers or individual bots will browse the web pages for indexing. Unless you possess rich expertise in setting up webpages, there are chances for crawl errors to occur. However, there is nothing to worry because these errors don’t necessarily have an immediate negative effect on Search Engine Optimization (SEO) rankings. The best SEO company in Kochi will narrate all the steps needed to successfully identify and tackle crawl errors to achieve good overall website health.

Mark crawl errors as fixed

Thinking whether you can simply mark all the errors and fix them in the first place? But it actually helps in tackling the crawling errors in a more structured way. The long list of errors will be hard to find the right way among these long list of errors. By marking the errors as fixed, you can begin the fixes from scratch. In addition to that, some of the crawl errors might be irrelevant and have fewer chances to pop up again in your report. By this way, you can strategically begin the process.

Check Weekly Report

Generate a weekly report of the crawl errors and discover the number of errors. Analyze and evaluate which all are manageable. You can easily go through the newly discovered error that doesn’t exist in the previous weekly report. In this way, you can systematically and radically optimize the way the process of crawl errors are monitored. Partner with some of the best digital marketing company in Kerala to gain valuable insights on what you need to follow when you observe crawl errors in your weekly report.

Categorize the errors

The search console crawl error view has evolved over the years. There are basically two sections under which the errors are classified – Site Errors and URL Errors. This helps in segregating the errors as there is a distinct difference between site-level errors and URL level errors. The dashboard gives you a clear picture of your crawl errors so that you can plan the process accordingly.

404 Error

Most of us would have experienced 404 errors multiple times on several web pages. For every 404 error that Google’s bot detects, it will send a link notification from where the error has occurred. Adjacent to the error details bar, you can find the link. However, the Linked From button might reveal a link which is not existing anymore or that doesn’t link to the error URL anymore. You can also download a detailed report on your crawl errors, which gives a clear idea of where the errors are linked.

Types of 404 Errors

  • Faulty Links from other Websites – If the false URL is linked from another website, you should implement a 301 redirect to the correct URL.
  • Faulty Internal links or Sitemap Entries – If the False URL which caused the 404 error is linked from your own website, then you need to fix the link or sitemap entry. It is ideal to put a 301 redirect to the 404 URL so that it will disappear from the Google Index.
  • 404 Errors due to Javascript – While the bots crawl Javascript applications, there are several limitations and criteria that you need to account for designing and developing the platform. In this case, you have to test how Google is crawling and rendering a URL. It’s ideal to collect and audit the errors encountered by the user.
  • Mystery 404 errors – In some of the crawl errors, the source of the link remains a mystery. Despite all the crawl error reports, its irony to understand that the error reports are not 100 percent accurate or credible. Some of the URL’s may not be existing for years or doesn’t link to any error URL’s.
  • Soft 404 errors – Soft 404 error is an empty page that Google encountered and returns a 200 status code. It’s a page which Google thinks to be a 404 page, but actually, it isn’t. It was in 2014 that soft errors started appearing, which actually hinted the issue with thin content in web pages. If such an error happens, 301 redirect it to an existing page. Fix the non-existent URL by not giving back a 404 error code.
  • 500 Server errors – The 500 server error is the most important to notice. This can be a strong signal from Google that something is seriously wrong with your website that can result in bad website rankings. Certain subdomain, directory for file extension can be the reason for the server to give back a 500 status code. Sometimes it can happen if the website is down for maintenance or happens to be overloaded or force majeure.
  • Other crawl errors: 400, 503, etc – Sometimes you might notice errors like “Access denied” or “Faulty redirects” etc. These type of errors fall to the category 400 or 503 categories of crawl errors.

You must optimize your website to improve its search ranking on Google. The best way to achieve this is by including the most-searched keywords pertaining to your business vertical into the content on your website.

How to Find Keywords

To find keywords, start by identifying the words and phrases related to your niche that you feel are relevant to your target audience. Some of the questions you can ask yourself as regards these words and phrases to choose the best ones are:

How relevant are the words to your website?

Will your customer be able to find what they want on my site if they use each of these words?

Will the search result in sales and help meet your organizational goals?

If you are able to answer in the affirmative, then you are on track. You can also do searches using the keywords to see if your website pops up. This will give you a chance to find your competitors and get a feel of the difficulty involved in competing with them to get listed on the first page on Google’s search results. If the competition is high, you may have to redesign your keyword strategy. Now, if your search shows up banner ads, it indicates that the keywords chosen by you enjoy high conversion rates.

If you feel that this is too much for you to handle on your own, do not hesitate to seek guidance from a reputed digital marketing agency in Kerala for your business in this South Indian state. 

Include Long Tail Keywords

When you do keyword research, it is important to consider various types of keywords. For example, you might wish to find out the effectiveness of the keyword phrase “ice cream shop” if you happen to own an ice cream shop in Kerala. However, long tail keywords will be more helpful in this regard. Long tail keywords are phrases that contain more than three words and they cut out all ambiguities related to a search.

Studies have shown that consumers that search using long tail keywords go much further ahead in the buying process. This means that they are likely to decide to buy during the course of their search. This is because they are people who are looking for ice creams near wherever they are currently.

Use Google’s Keyword Tools

Using Google’s keyword tools is another option that you can explore to find out the most searched keyword phrases for your business.

Google Trends

You can also use Google trends to compile keywords that could help you to boost your ranking on Google. It allows you to specify parameters such as type of web search type (image, news, YouTube, product), worldwide (specific countries), 2004 to present (select the date range), all categories (arts and entertainment, beauty and fitness, food and drink, etc.) when checking out keywords/phrases. The tool ‘Google trends’ allows you to compare as many as 25 search terms.

Finally, it is always better to entrust the job of finding out the most searched keywords for your business to the best SEO services in Kerala as they are professionals in the field. And, if you are looking for additional information on the topic, you can find it at socialpulsar.in

With more than half of the year gone by, any organization should have their social media strategy in place by now. In case you have not been able to manage to formulate the strategies in that direction, it is not too late even today. You can start formulating your social media marketing strategies today and get the most competent social media management agency in Kerala to help you out in your efforts.

What makes for a good social media strategy? It should be concise, clear and measurable in the first place. In addition to this, the goals have to be set with deadlines against the goals and a detailed methodology as to how to achieve these goals should be described. Given below are five action steps that you can take to build your social media strategy this year. 

Step #1: Conduct an audit of previous performance

It is vital to know the effect that your brand has had all along in the previous years. At this point in time, you can measure the metrics of each social channel and what your performance has been in terms of leads generated, traffic to your website and the amount of increase in the conversions.  These results have to align with the goals that have been set. You always have to make sure that every campaign achieves the set goals. 

Step #2: Social media marketing goals should be in place

These goals should also be aligned with your organization’s ultimate goals. They should anyway be directed to increasing brand awareness, driving additional website traffic, generating more leads and increasing sales. The social media audit should contribute to achieving goals that have been set. The goals should be measurable, achievable, time-bound and relevant.

Step #3: Audience personas are important

Any audience consists of different groups. You have to analyze the data to find out more information about the audience: who they are, which social media they hang out in, what content they like and engage with, etc. The next step is to then create an audience persona according to your understanding. These help to understand your audience more clearly. As the next step, you can clearly tailor social media strategies according to your audience preferences.

Step #4: Identify channels and best times to post

The best digital marketing company in Kerala would advise you to identify the correct distribution channels and identify the most suited strategies for these channels. Unlike popular statistics, the knowledge that you gain about your particular audience is more critical in deciding which channel to use and the posting times when it would be most effective.

Step #5: Be informed about your competitors

It is important to be aware of what your competitors are doing on the social media front and which of their campaigns have become a hit and why. Firstly you have to know who your competitors in the niche are. You should be in the know of what content they are producing and how it is faring. All these can be done with social media listening.

The year 2019 is running and two decades since the millennium are over. There has been a dramatic shift in trends relating to SEO, PPC, social media, and content marketing. AI, IoT, and visual search are taking center stage and no longer part of science fiction.

Changing Digital Market Trends in 2019

The best digital marketing agency in Kerala will vouch for the fact that there are many new trends in the market and these have to be used to succeed in businesses. What may have been used last year is likely to irrelevant this year, market experts opine. We are listing some of the latest digital marketing trends below.

#1: SEO A/B Split Testing

SEO services in Kerala currently use what is called A/B Split testing to identify and isolate variables that increase traffic to a website. This helps the agency to design a targeted approach in terms of creating and changing content for the clients. This can be accomplished with tools available in the market and gives an insight into variables that improve the traffic to a website.

#2: AI

Many simple jobs are soon going to be taken over by AI. AI is currently being extensively used to analyze the behavior of consumers and how they search for what they want on the Internet. For this, data from different social media and blog posts are used. AI is used to deliver information to users by providing tips and tricks and triggering conversations. This also helps businesses to save costs and simultaneously accelerate business growth.

#3: Targeted Advertising

Use of AI to target adverts to specific user audiences is catching up. Real-time auctions are an example of this technique. This helps a business to find more customers for their product/service with less cost in the least amount of time.

#4: Chatbots

Chatbots is the use of AI to chat with website visitors and customers. The chatbots can chat in real-time and most of the businesses online get done through these. They are seen to be really useful in the healthcare and banking industries.

Chatbots provide accurate replies and are able to recall the conversation and buying history accurately. Therefore, they are preferred to actual individuals. This automation of otherwise repetitive tasks for a human has allowed many individuals to do more productive work.

#5: Personalization

Customized content is in the forefront today. Data such a purchase history and customer behavior enables businesses to focus on producing content that is customized for an individual and this never made the customer so included ever before.

Facebook’s annual developer conference (F8) held in San Jose, California, provided a glimpse as regards the future of Instagram and Facebook. Facebook announced a complete revamp of its design and brand new features for Instagram. The social media giant also provided a peek into the long-term goals set for networks. Read on to know more as to how Facebook’s announcements will affect marketers.

New design for Facebook

CEO of Facebook Mark Zuckerberg unveiled a complete redesign of the desktop and mobile apps at F8. In addition to looking different, it provided a glimpse as to how the social network will function in the future.

Aesthetically, the updated desktop version of the app takes cues from the current mobile app. The buttons are bigger, there is a bar at the top and it offers quick access to various functions, and the Facebook stories section appears above the News Feed. A trustworthy digital marketing agency in Kerala will always strive to quickly familiarize itself with the changes.

 

However, the redesign is not limited to aesthetics alone. Facebook is being redesigned around groups. It puts communities at the center of everything by ensuring quick access from the left-hand sidebar and incorporating a ‘groups’ button at the top. Clicking on the button takes users to the ‘groups discovery screen’. Here users will be able to see recommended groups, the groups in which their friends are members, and a place for managing their groups. If you are not clear as to what they mean, check with a reliable social media management company Kerala.

 

The size of the News Feed is significantly reduced in the new design. This clearly shows that the social media giant’s transition to a platform that is more focused on more friends and family. Additionally, events are taking the center-stage in Facebook’s new design with the provision of an ‘events tab’ at the top in the desktop version.

What marketers can take from Facebook’s Redesign?

The redesign indicates that Facebook does not support brands in the future. Instead, it will focus more on helping friends, family, and groups in sharing meaningful content. This means that marketers should alter their social media marketing plans. Further, as organic reach has been trending downwards over the last year brands need to make branded groups before it gets too late.

 

Finally, the shift to groups-centric content forces brands and marketers to embrace ads on Facebook. Without ads, your posts will not be seen by many Facebook users. This means that you will have to work with a social media marketing agency Kerala when launching Facebook campaigns.

If you own a business in Kerala, what could prevent you from achieving your social media marketing goals is the lack of a clear Facebook ad Strategy. Placing ads without proper planning does not get you the desired results. A few of the best strategies that you can employ for your social media campaigns are as follows:

#1: Establish a Conversion Funnel

If you are focused on creating and running successful ad campaigns, then you must consider your target audience as separate groups of people that are in various stages of conversion. Actually, the conversion funnel signifies a different relationship with each target audience group. While some people buy from you straight away, some others would require proof that your products are good.

Typically, there are four stages to a conversion funnel. They are attraction, conversion, closure, and delight. The Facebook ad campaign strategies to be employed for each of these stages are different. It is, therefore, best that you consult with the best social media marketing agency Kerala in order to effectively run campaigns.

#2: Create Realistic Buyer Identities

Prior to starting to develop a Unique Value Proposition (UVP) for your Facebook ad campaigns, it is important for you to know as to who your customers really are. This is to say that you should have a clear idea as regards their pain points, location, interests, and purchase behaviors.

Also, you must relate your buyer persona with the behavior of a real person and not an abstract concept. It is important to have a clear understanding of the behavior of your target audience in order to not only match their expectations but also to use appropriate language when communicating with them.

If you do not have any clue as regards your ideal customers, it becomes difficult for you to target anyone through Facebook ad campaigns. The hours and money you spend on developing customers will be wasted. Therefore, it is important that you work in association with the best digital marketing company in Kerala.

#3: Audience Segmentation Is Helpful In Making Relevant Offers

It is now time to combine whatever was discussed in the first two sections. If you have identified the ideal customers for your business, you can consider them as prospects, people that are interested in your products/services, in the conversion funnel. In such a situation, remarketing is the best option for you to get on to the right track. Many brands have succeeded by applying the remarketing technique to various audience segments.

Audience Segmentation for Facebook Ads 

Ø  Lukewarm leads

Ø  Readers of your blogs

Ø  Engaged blog readers

Ø  Visitors to your landing page

Ø  People who abandoned the shopping cart

Ø  Repeat customers

As you can see, the advertising approach and offers should be different for the different stages of the conversion funnel. Segmentation is not an easy task and it is best done in consultation with a reliable SEO Company in Kerala.

Branding and marketing are interchangeably used many a time. However, there are minute differences that exist between the two. If you are a business owner, the digital marketing companies in Kerala that you partner with would know the differences.  

It is important to know the differences so that you can utilize them more effectively for your online campaigns to build your presence.

Branding – What it is?

Branding is about who you are and marketing is how you build awareness about yourself. Branding is more about the strategy whereas marketing is the actual way that you go about it. When it comes to branding it is vital that you answer many important questions. Some of them are:

 

  •         You core values and principles – what are they
  •         What is your mission statement going to be like
  •         What is your inspiration behind starting this venture
  •         What makes you different from others
  •         What is the culture in your organization
  •         How do you usually communicate, your style
  •         How do you want people to respond when they would hear your company’s name

 

These questions’ answers will bring clarity between branding and marketing. The more elaborate the answers, the more clarity that will come out of this. The branding will then be the basis for all marketing efforts for today and the future.

Marketing – What it is?

Marketing ultimately involves the tools that are used to deliver the essence of your brand to the audience. The tools change and so do marketing plans over a period. The marketing, at all times, are designed to support the brand’s core values. In these days of digital marketing, your business will have to tie up with a social media marketing agency in Kochi for suitable marketing campaigns.

Marketing is a mix of many media and may even consist of keywords as is popular today. Marketing is done via both online and offline methods. Some of the common methods used today are content marketing, SEO (any SEO agency in Kochi would help you with this), mobile marketing, radio and print campaigns, PPC marketing, etc., among others.

What Takes Priority – Branding or Marketing?

The answer is simple: branding comes first because that is about who you are in the first place. All the marketing comes in only after branding. The branding should be such that the clients keep coming back to you. Your integrity and trustworthiness are important here to build the brand’s reputation.

Branding also pertains to a commitment to the high quality of the products/services that you provide to your audience. This is an everyday task, building your brand. It is done by you. However, marketing may be outsourced to third parties with due discussions about the brand and how to attract your clientele.

A social media marketing strategy encompasses just about everything you intend to do for your business using social media. Every action, even a reply to a comment, should be planned for the total outcome to be positive. If your strategy is specific, then it is likely to be more effective with better outcomes. Do not go for a marketing plan that is difficult to measure. If you are a business owner in Kerala, you can get in touch with the best PPC management company in Kochi to suggest and design a social media marketing plan for you.

Any social media plan to bring success to your online presence would be along these lines.

#1: Set social media goals that are in alignment with your business goals

Firstly, establish goals that you want to reach. However, they should be measurable and attainable. Set a deadline date for completion. This will help you reach the results that you want. It is vital that you track the right kind of metrics that reflect the true sentiments. Some metrics can lead you in the wrong direction. Metrics such as leads generated, conversion rate, etc., are important.

#2: Get to know your audience up close

Get to know everything you can about your audience. What they want to see on their social media is important business knowledge for you. This will provide a more defined idea as to what you have to offer to them. Never make assumptions as you may lose out on a large number of prospective customers. Social media analytics gives a lot of information about the audience that looks up your social media posts. This will help you target your ads to a better group at the best times.

The best social media management company in Kerala will help you get your pulse on this aspect and help you reach your business goals.

#3: Know your competition as well

Your competitors are also using social media marketing for sure. Many a time it is possible to learn useful social media strategy from them. You will also learn as to what is expected from you in the industry/niche that you are in. You can learn as to which social networking media are underexploited and direct your campaign effectively.

#4: Conduct regular social media audits

Get your digital marketing agency in Kochi to conduct regular social media audits and keep you informed of the same. In addition to giving you a clear idea about your accomplishments, you can also get your grip on what is not working for you, what networks your target audience use, and how good is your presence on social media when compared to that of your competitor’s. This information is invaluable to you and helps you to move forward closer to your goals.

Lead generation is the most important goal of any company in Kerala that wants to increase its sales. According to 61 percent of marketers, their top challenge last year was lead generation. Cold calling is not practical anymore, search engine marketing is too expensive for small and medium businesses, and the effectiveness of online advertising is on the decline.

As they are confronted with too much advertising, consumers have shut ads out. They are closing down pop-up ads even without looking at them and deleting spam emails. They are even installing AdBlockers. As such, the three main lead generation channels available to marketers are social media marketing, content marketing, and email marketing. In this post, we will discuss social media marketing. The four main techniques you can employ are:

Look for users that are looking for products similar to what you offer

People turn to social networks when looking for specific products or solutions online. This is because there are billions of active users on social media and someone will know something about a good product/service in any niche. Moreover, the online audience is considered to be trustworthy as users forge online communities these days. To find people who are looking for products/services similar to yours, you need to use a quality social network monitoring tool. It is, therefore, best that you consult with the best social media marketing company in Kerala in order to effectively identify your customers.

Find users who are not happy with your competitors

Another option for generating leads is finding competitors’ customers who are unhappy. In order to find this sort of customers, you may have to set up alerts using your social media tool. You may set up alerts for multiple competitors and gather mentions about them. If the tool you are using offers sentiment analysis, it is a good idea to sort the mentions about competitors by sentiment. Then, look at the negative mentions and choose the users you want to reach across to. In order to succeed in your endeavor, it is highly recommended that you identify a reliable digital marketing company in Kochi to partner with.

Take the Help of Influencers

Influencer marketing has seen tremendous growth in recent times. In fact, searches on Google for influencer marketing have grown by 1,500 percent over the past three years. Most of it has happened on social media networks. Typically, influencer marketing can be employed for boosting awareness about your brand. However, it can be used successfully for social media marketing as well, provided you do it right by choosing the right influencers. That’s why you need to seek the support of the company that provides the best SEO services in Kochi.

Become a Member of Niche-related Chats

Find people who think like you. As a marketer, you need to find chat forums that involve your niche using a social media monitoring tool. Once you identify such forums, join them and participate in discussions. Start conversations, provide some tips and post links to some helpful content. Mention about your product when the timing is right.