What exactly is a search engine? A search engine is a software designed to conduct research in the World Wide Web about particular topics. Search engines can identify, crawl and organize the information found on the web and present the best results to the users according to their queries. In order to appear in the search engine result page, your website has to be optimized to the search engine i.e. your website has to be visible to the search engine.

 

Do you want more viewers on your website? Do you want to make some money out of it? SEO or Search Engine Optimization is the process of getting more users to visit your website by getting it listed on the first page of search engine result page. As long as you are not listed on the first page of the results, no one will be visiting your page. Competent SEO company in Cochin like www.socialpulsar.in can help you with SEO. 

 

Haven’t you always wondered how different websites appear when you enter a query in the search engine? How does the search engine decide which sites to display out of the thousands of different websites available to them? This is all possible only through Search Engine Optimization. The first step in Search Engine Optimization is crawling and indexing. Crawling is the process in which the search engine sends out a number of bots to find out new and updated content on the World Wide Web. Crawling can be of any content, be it text, images, video files, PDF, webpage, etc. These crawlers discover new content through links. These crawlers are always active and are continuously crawling all the websites that are hosted on the World Wide Web.

 

Once your website has been crawled, the next step is to get it indexed. Indexing is the process of getting your website content added to the search engine database. The bots discover new content, organize and store them in the database so as to give the most relevant content to the users according to their search queries. Webchutney, Pinstorm and Watconsult are few of the best digital marketing companies in India. These companies can help you take your business online.

The bots will crawl your website even if you don’t do anything, but the drawback is that it will take time. There are a number of ways to get your webpage crawled faster:

#1.XML Sitemap 

An XML sitemap is like a map of all the URLs in your website and additional information on those URLs that acts as a guide to search engines. It helps the search engines to find and crawl all the important pages on your website easily. This sitemap has to be submitted to the search engine through the search console.

#2.Request Indexing

This is another tool to get your website indexed. To request indexing, go to Google Search Console and type your URL in the search field on the top of the page. This will retrieve all the information on your page on Google. Now, whether the page has been indexed or not, ‘Request Indexing’ button appears. Click on it to get your page indexed in the search engine database.

#3.Robots.txt

There might be some content on your website that you don’t want the bots to crawl. For example, the personal information of clients should not be indexed by the search engines. The robots.txt file guides the bots on what to crawl and what not to crawl. When indexing the content of your website, be sure that sensitive information about users is not indexed.

 

Your website will have to be crawled and indexed when it is created and every time you update it for it to be available to the users. Once it has been stored, the search engines can use its algorithms and sort through its database to give the user the best results according to their query.

XPaths is a competent SEO tool that you can use to audit large websites. XPaths helps to unlock a lot of relevant data that will help with website audits. Premier digital marketing companies in Kochi claim that this information is useful for any type of online business. 

 

The most important ways in which XPaths is used in the audit of large websites are as follows:

  • Helps in redirect maps
  • Helps to gather eCommerce intelligence
  • Helps to audit blogs

 

Basically, XPath is a syntax that you can use to navigate XML documents to identify specific elements. It helps to locate the element exactly on a page with the HTML DOM structure. 

 

Information that can be extracted includes H1 page titles or eCommerce product descriptions. 

 

There are different ways in which one can scrape webpages. One can use Screaming Frog or even Python. When using Screaming Frog, less coding knowledge is sufficient and this is an advantage. 

 

Given below are the different steps explained briefly.

#1: Firstly, you have to identify the data point that you want to extract. If you want to extract the author’s name, you will have to right-click on the field, select the Inspect option, and then right-click the highlighted element that you will see on the dev tools elements panel. Then you can go to the Copy option and select Copy XPath.

 

#2: Set up the custom extraction

 

Now you have to open Screaming Frog and set up the site that you want to scrape. Enter the URL that is required. Go to the Configuration, Custom, and Extraction options. This brings up a window with a lot of options. You can choose the options and fill in the required data. 

 

#3: Run, Crawl and then Export

 

This is when the crawl option can be run. When you do a bulk analysis of crawled data, it is a good idea to export this data into an Excel sheet. This will enable you to apply a wide variety of filters, charts, and pivot tables.

 

Redirect Maps

You can extract page titles for all the old URLs and match them up with the new ones using the VLOOKUP function. It is also important to do some spot checking for looking into the accuracy of the information.

 

Auditing eCommerce Sites

This is the more challenging type of SEO audits. The best SEO company in Kochi would need to conduct product level audits sometimes for only a couple of product categories and sometimes for entire sites. Data pertaining to all the fields can be extracted using XPath. You can identify those products that lack vital information easily within your site.

 

Auditing Blogs

XPaths is commonly used to ‘crawl’ subfolders in websites such as blogs. You can get to points where there are gaps in content and set them right.

No client gives access to their CRM systems to the SEO agencies that they are working with. Therefore, they often use conversion to lead as the core Key Performance Indicator when determining the success of campaigns. In addition, they are aware that it is not enough to just drive traffic to sites. It is important to get quality leads for better conversions. Of course, it is better to have any lead than having no leads at all. However, the question is whether lead volume or lead quality is more important as far as SEO is concerned.

Lead Quality

It refers to the kind of prospective buyers attracted by a website based on set parameters. These leads are expected to have a clear intent of buying a product or service. They are also expected to have the means for the same. The leads may be individuals or organizations. Lead quality is measured by way of lead scoring. The leads are then ranked based on the perceived value to the organization. Further, the score helps businesses to prioritize leads and decide on the type of engagement that best suits each one.

The most important aspect when it comes to finding quality leads is user data. You can collect data by analyzing the behavior of the visitor to your website and other online platforms. The activities you must focus on include:

 

  • The pages they visit – how many product or services page views and blog views
  • The time they spent on pages
  • How did they reach page – through search engines, Facebook, LinkedIn, or other online platforms
  • Did the buy-in through the sign-up form on the landing page

The more data you have, the more will be your understanding of the profile of your prospective customer. This will help you to personalize and optimize your sales/marketing approach. Consult with the best digital marketing agency in Kochi. They are the right people to help you in this regard.

ROI and Lead Quality

Return On Investment or ROI is one of the key metrics that help you measure the success of your lead generation effort. A higher ROI indicates that your investment has paid dividends. When you strive for lead quality, the possibility of a sale increases significantly. It also contributes to improving the lifetime value of each customer.

 

When you concentrate on lead quality, you will shift resources towards getting selected leads only. This can affect the lead volume. Lead pools might become smaller, but they will be much more targeted and defined.

ROI and Lead Quantity

In order to improve the lead quality, you have to attract a large number of leads and then sift through them. That is why lead quantity is equally important. It is any numbers game. More opportunities enhance the chances of winning.

 

You need to focus on lead quantity in the initial stages of your business. This is because awareness about your brand will be less. You will not be able to gather data about your target audience if you do not focus on lead quantity. You can work closely with one of the reputable SEO services Kerala to drive traffic to your website.

 

Bottom line is that you need lead quantity to improve lead quality. For more information, visit our website www.socialpulsar.in.

Blogging has been there for a while now. However, it changed a lot over the years. In the 2000s, people used to read a blog because they were following them or subscribe to the RSS feed. Today, most users discover blogs through search engines. As more and more people have started using the Internet, bloggers must do keyword research as part of their content strategy.

 Importance of Keyword Research

Search engines are used by people to find out all kinds of information, including movie times, weather updates, and getting the telephone number of the local pizza place. As a blogger, you create content that provides answers to the searchers’ questions. In order to do that you need to know as to what questions they are asking (voice search) or typing into the search box. 

Blog posts written based on the results provided by keyword research will be different and attract more traffic. This means that Google is the best place to go to for free traffic for a longer-term. And, creating blogs based on keyword research is the best way to get Google to send traffic. For finding keywords, you can make use of research tools such as Moz Keyword Explorer.

 A reliable digital marketing company Kochi will be able to help you with keyword research.

 How To Choose Keywords

Once you have identified a few keywords using a keyword research tool, you need to do an analysis and find out which ones are best suited to meet your requirements.

Choose keywords based on your audience – You need to know your audience before doing keyword research. This helps you to filter out keywords that do not match with your audience. The better your understanding of your audience, the easier it is for you to choose the keywords.

Find out the difficulty score of each keyword – The keyword research tool will assign a Difficulty Score for each keyword based on the strength of the links that rank on the first search results page for that particular keyword. If you are new to blogging, you can start with keywords having Difficulty Score in the range of 20 to 30, or even lower.

Understand the search volume of keywords – Search volume tells you how many users are searching using a specific keyword in a month. Choose keywords that many people are using. You can also opt for lower-volume keywords if they are more relevant to both your goals and your audience.

 How to use keywords on a page

In the past, it was possible to get a page to show up at the top in search results by repeating a keyword several times within the content on the page. Search algorithms have improved a lot and in order to get your page on top, you have to make sure that the content answers queries in a way that is better than other pages out there. Look out for trustworthy SEO services in Kochi to seek help in this regard.

For more information in this regard, please visit our website www.socialpulsar.in.

‘Are you sure the news is authentic?’

‘Yeah… but with a little bit of exaggeration.’

‘I think we need to mine till the origin to have more accuracy’

‘Okay. Let’s check what Google has got!’

 

Every conversation on information mining would end up with the prominent search engine. It has become a habit for each just like bed coffee. Now let’s have a short recap on how Google digs the material for us from around 150,000,000 active websites. 

 

Did you just say keywords? Well, you are right. Google gets the data based on the keywords you used to search. However, the task of filtering these many sites to get helpful information is monumental. That’s where the role of algorithms is vital. Algorithms – mathematical instructions that command the search engines to make relevant sites appear further up on Google’s search engine result page (SERP). Hence, the higher-ranked links relate to your search query would be the first ones on Google list. Top digital marketing agencies can help you in making your webpage relevant and emerge on top of the search engine result page.

The latest newsflash is that Google updates search rankings to give more value to the original reporting of news stories. With this update, Google intent to give more prominence to the original coverage than the shadow coverages by other publications. Besides, the original report would also appear on the top of SERP for a long period. As the opening pace, the update on search ranking has been highlighted in the latest changes to the search quality rate guidelines.

This modification will be beneficial to both searchers as well as publishers. The searchers like to get hands-on the original report of every news story, at the same time, genuine publishers will get more visibility on the search engine result page.  

Based on Google’s statement, there is no accurate definition of what original reporting really is. Also, no standards have been established to check how one article is original over the other. Hence, this definitely can be a challenge to determine, at least in some cases. For instance, if a national news was covered by multiple media at the same time, then it would be difficult to catch on which media published the ‘original’ one.

At the same time, if a major incident was reported by a particular media, that itself became a viral news and followed by others, then it would be easy for the search engine to figure out which news should get importance. 

Time will state how Google would handle these various kinds of circumstances of news coverages. 

 

However, it is evident that, notable changes are happening with the site rating system of the major search engine on the planet. Hence, it is high time for you to consult with a distinguished 
search engine optimization company to improve your brand on the digital platform.

SEO is a much-used word these days and we know they help our websites in more than one way. Even if it is so, what do crawl budget and its optimization stand for?

It’s been Crawl Budget all the way long, and what exactly is it? We have heard about digital marketing companies in Kochi, but crawl budget?

Crawl budget is the frequency with which search engine’s crawlers go over the pages of any domain. Well, this frequency is also a tentative balance between Googlebot’s attempt to not overcrowd the server and, yes- its desire to crawl into the domain too! Crawl budget optimization helps to increase the rate of bots visiting a page, and the more they visit they get into the index, which automatically affects the rankings. Not all that glitters is gold, and the crawl budget optimization is neglected- it is time to ask why!

According to the tech giant Google, crawling by itself is not a ranking factor. Nevertheless, if there are millions and millions of pages, the crawl budget makes sense. Efficiency comes with optimization, and here are the seven crawl budget optimization tips that SEO companies in Kerala have to know:

#1: Allow crawling of the relevant pages in robots.txt

First things first, and managing robots.txt can be done by hand or a website auditor tool. The usage of the tool is always appreciated because it is more convenient and productive. Moreover, with an extensive website where frequent calibration is required, merely adding robots.txt to the tool of your choice will let you allow/block crawling of any page of the domain in seconds.

#2: Watching out for redirect chains

Avoiding the redirect chain of the domain is such a pain, and it is a challenge for a vast website as 301 and 302 redirects are bound not to appear. However, chained redirects put a wall in front of crawlers, which eventually stops crawling without getting to the page that has to be indexed. Few redirects can be compromised, but it is something our attention has to be given to.

#3: Use HTML whenever possible

Crawlers and crawling seem to love JavaScript in particular, but also improve themselves in indexing Flash and XML. Sticking to HTML will help us as you will not hurt your chances for any crawler for sure.

#4: Do not let HTTP errors eat the crawl budget

User experience is the key to almost all websites and pages 404 and 410; they eat the crawl budget! Therefore, by using a website audit tool, namely SE Ranking and Screaming Frog, we should fix the 4xx and 5xx status codes.

#5: Take care of the URL parameter

Crawlers count separate URLs as separate pages, wasting an invaluable crawl budget. However, letting Google know the same can help us from being concerned about duplicate content.

#6: Update the Sitemap

Taking care of your XML Sitemap is a win-win. Using only canonical URLs for the sitemap and making sure that it corresponds to the newest version of robots.txt is one way of helping the bots to have a much better and easier time understanding where the internal links lead to.

#7: Hreflang tags are vital

Crawlers analyze local pages using hreflang tags. First off, use the <linkrel=”alternate”hreflang=”lang_code”href=”url_of_page”/> in the header where language code is the code for supported language. Furthermore, by using <loc> element in any given URL, localized versions of any pages can be pointed to.

According to Google, the motive behind treating Nofollow as a hint was for the purpose of improving link signals and returning better search results. Google was missing out on useful link signal data due to Nofollows. In the past, many users had expressed concerns as regards the abuse and indiscrete Nofollow of outbound links by a number of websites. This kind of activity can result in the removal of important source link data from Google.

 

The search engine major confirmed that the major reason for changing Nofollow to a hint was the loss of important data provided by the links on websites. The situation changes now and helps Google provide better search listings as they have decided to take rel=nofollowed links as a hint.

 

As regards the question as to whether the company will consider Wikipedia Nofollow Links which offers a wealth of links organized topically as Dofollow, Google noted that content and links provided by Wikipedia are the results of several research papers. It has been extensively studied for natural language processing and understanding user intent. The company feels that the usage of Wikipedia outbound links is reasonable as it is rich in both meaning and context.

 

If you have not got a clear idea as to why Nofollow is being considered as a hint, you may check with one of the best digital marketing companies in Kerala

 

What Gary Illyes’ Said

 

Google’s Garry Illyes said that links on Wikipedia can be Nofollowed, but it is not certain as to how and when they could be ignored. In addition, he noted that preventive measures are being taken to provide protection against any abuse.

 

Further, Gary confirmed that it is possible to overlook Nofollow attributes of Wikipedia and cautioned against the assumption that the links would automatically be regarded as Dofollow. He also said that publishers are not required to do anything in view of this change. 

 

According to him, publishers need not do anything special because of the change as Nofollow would continue to work as usual. However, they can use Sponsored and UGC to help Google better identify different types of links. Talk to a reliable provider of  Google Analytics services in Kochi in order to have a better understanding of the same.

 

 Nofollow Hint – Is It a Big Deal

 

Though some publishers have shrugged off the news, the change is definitely important because it is a significant update as far as the evolution of the calculations related to links and rankings. This big shift should not be underestimated at any cost.

 

The search industry has raised complaints this year that many news publications have implemented the Nofollow attribute on all outbound links. Therefore, Google’s move is likely to establish proper link equity that many websites deserve.

 

 

Kochi is the hub of business activity in Kerala. For the success of your online business, you have to rely on specific tools in order to save time and gain good insights as to what is working. However, the challenge is that dependence on tools keeps you in a silo as far as SEO thinking is concerned. It is good to use the tools, but you should be aware as to what they won’t reveal to you. Seven things they don’t tell you are:

#1: What Should Be Your Goals

You interpret data provided by various tools to set setting goals along with stakeholders/clients. Unfortunately, they do not know that the tools provide data based on sampling, estimation, and historical data. They don’t tell you as to what your goals should actually be for impressions, positioning, traffic, and conversions. You have to determine them based on data provided by tools and that available from the industry.

#2: How Many Leads/Sales You Can Get

When you use different tools to obtain data and try to project outcomes, it can often go wrong because the number of variables involved will be higher. The tools available to us are not intelligent enough to accurately project the performance of your SEO campaign. So, it is best to use the tools in consultation with a reputable digital marketing agency in Kerala.

#3: Guaranteed Performance

Machine learning and AI are making great strides. However, the tools that are available for SEO purposes cannot still offer any guarantees. Simulations and projections are always based on past trends. As such, the 
best SEO company in Kochi will use the tools to make predictions, but not performance promises.

#4: What the Future Offers

The tools that are there now depend on the currently applicable search algorithms. Often, data is linked to the last 90 days or a year. This means that data from the present or the recent past are used to draw trends and arrive at conclusions. Ranking factors keep changing. So it is not easy to know the future.

#5: SEO Business Case

SEO-specific tools stop short of providing predicted and even the actual ROI numbers. It is not helpful if an SEO campaign can only provide information on SEO-specific statistics such as rankings, traffic, impressions, and conversions. You have to find ways and means to not only integrate but also tag leads and sales.

#6: What Content Strategy You Must Follow

Content is kind and its need and value cannot be disputed. We have several tools for evaluating content that ranks well on both our sites and those of our competitors. Mentions and links can be mined and you can also find out what Google likes about your pages or topics through the reverse engineering process. However, you can’t get to know what works best for clients through SEO tools.

#7: How to Focus and Pace Your Work

There is enough content on prioritizing SEO work. Some tools can even evaluate sites and recommend update priorities. However, it is not possible to prioritize or automate the process to be followed for SEO campaigns. You can use tools for managing work, gaining insights, and organizing it, but you must trust your expertise and experience and review insights and recommendations and fix priorities.

 

There is no denying the fact the SEO tools are useful. However, they are only as good as the data on which they are built. The use of reliable and easy SEO tools can help to make the SEO strategy of an organization stronger. This will give you an idea as to how your site is performing and how your competitor sites are also performing. We attempt to list down some compelling reasons why you should use SEO tools.

#1: Competitor performance

Some SEO tools allow you to take a peep into your competitor’s SEO strategy without crossing any ethical lines (SEMRush, Raven Tools). You can get an idea of their traffic size, their ranking and how well their content is faring across the various platforms. You can see their backlink profile, the authority of the sites from where the backlinks come, anchor text, etc. You can then strategize to reach out to those sites.

When you see what keywords your competitors are ranking for, it can send new juice into your business. The digital marketing companies in Kochi can help you with this. You may be able to even expand your business to newer markets. 

#2:  Time and Money Saving

SEO audits are good enough to let the business owner know what the website issues are. Comprehensive manual audits cost a lot of time and money. SEO audits make a great saving of money and time in letting you know where you should spruce up to improve your biz. Better quality results can be generated through SEO audits. 

The best SEO company in Kerala can help you through this exercise regularly if you tie-up with them. You can get information about broken links, page server errors, missing meta descriptions, etc.

#3: Spot high-conversion keywords

SEO tools help to find new keywords that you may not have even thought of before. Variations that can be used in different content come up. Competitor analysis helps in this aspect. Keywords that have the buyer’s intent in them should be used. 

#4: Track KPIs and SEO progress

Metrics worth considering such as traffic, conversions, and rankings are as important as ranking. SEO tools make this clear as your business progresses to the front. The KPIs that you want to measure is however dependent on your business goals.

#5: Data visualization

SEO tools can help any business owner to know where they are heading with the help of visual tools. The results with such tools are not all numbers. Many SEO tools result in graphical interpretation. 

#6: Showcase results

SEO tools make it easier for you to showcase the results that clients will see. It tells the client what is working and what is not. They will be able to see the increase in sales along with an increase in traffic. You can even generate customized reports for your clients.

Targeting settings fall into 2 categories:

  • Ones that influence the budget at hand and
  • Ones that impact user experience

The settings that impact the UX find use in landing page experience and to adapt the right messaging. You can also try to modify performance KPIs. All of these would affect the cost of the media in one way or another.

The targeting elements are discussed in brief detail below.

User experience targeting elements

The four key settings discussed are the Audience, Geography targeting, Languages and Location settings. These can have a major impact on the success of any ad campaign. 

#1: Audience

It is important to study audience insights now and then and using it to adjust messaging and landing page strategies. These insights provide information on who the audience is, and behaviour of the audience that is converting and that which is not. 

You can customize your campaign with a paid search audience strategy. 

#2: Location 

Location targeting ensures that your ads are running in the right geographical area. You can customize the landing pages for different locations. It is always helpful to create different campaigns for different countries. Your digital marketing company in Kochi would help you to do this. It is also important that the location targeting happens at very granular levels. Then it may not be useful. 

#3: Language 

You mustn’t think of only the default settings. You may need to have your campaign in multiple languages targeting users belonging to different places and different cultures. It is also important to localize each version rather than simply provide translation to a specific language.

#4: Location

Location-based businesses should not go by Google’s default or recommended setting. The wrong audience may show up in this case. 

Cost-saving Targeting Elements 

#1: Devices

Targeting the devices always translate to the costs involved. Online conversions are less than mobile conversions these days. The gap between the traffic and the revenues from non-desktop devices can be very wide. Prioritizing non-desktop devices offer good savings.

#2: Specific timings

You can save on the budget by limiting your ad exposure to a specific day of the week, a specific time in the day or even both the above. Even in this case, too much granularity does not help. The best PPC management company in Kochi that you partner with will guide you on this. 

#3: Partner Networks

Anyone looking at savings should do a dry run without involving the partner networks. This is one more option that can be considered seriously.

If the above points are kept in mind, one can do more within the same budget. This helps to make sure that your PPC campaigns stick within their limits.