The growing relevance of Search Engine Optimization (SEO) in digital marketing has left many marketers crawling all over the internet to grab the piece of the organic traffic pie. No matter how effective is the paid marketing campaigns, who doesn’t like to sit on top of the organic traffic? According to a research finding, over 60 percent of online enterprises consider improving organic traffic as their major marketing objective. However, with the changing dynamics of business operations and the splurge in the growth of websites, what brands need is a robust, ethical and clinical way of implementing SEO.

 

The increasing demand for SEO services has caused an influx of snake-oil SEO advantages. We have been churning the plain and scammy advice of Google guru’s for a long time now. As time passed by the question become more and more intense – what really matters to create a perfect SEO strategy? What matters to make it effective? And the industry’s most priceless answer comes in the form of high-quality content. In this narrative, the best digital marketing company in Kerala is about to make you understand the process involved in strategic content and SEO to improve your brand authority.

Create a content strategy

Before starting to pour out the content, make sure you have a strong and unbiased content strategy in place. If you are compromising the content even the slightest of the remarks, then prepare to embrace inconsistent results. Why is it important to have a strategy in place? There are several benefits to develop a strong brand strategy across all formats.

 

  • It keeps you accountable and consistent
  • It paraphrases the exact blueprint of what needs to be done for brand authority.
  • It helps in laying proper planning for scheduling content tasks on the basis of time, events and seasons.
  • It will act as a framework for creating engaging content that will sure-fire the audience.

 

The strategy is a blueprint of the activities you are about to implement. It is basically a root map of the events to be followed as per the marketing plan. It foresees what happens in each step and what follows each step. Map the strategy and follow them intently to succeed in brand authority.

Share what you know

Expert knowledge plays an important role in building brand authority. From a brand perspective, the way of sharing content makes a huge difference. While implementing a content strategy, the message you convey should not be based on an agenda or particular motives. However, the lack of an agenda doesn’t mean that there shouldn’t be a direct intent to help people. Your brand content should have the direct intention of helping your clients. And how do you achieve this? That is the value you add to the content.

Address pain points

When you give value to your audience, it implies that you are addressing their pain points and improves their lives in some way or the other. For example, while curating your content from social influencer management agency Kochi, you can demand to have informative tips and expert opinions that substantiate the user’s thoughts in the right direction. This will ensure that the reader is hooked to your topics. Once they discover the value in the content, as a brand you are able to cultivate a reading habit in them and establish an attachment with your brand.

Target informational keywords

Long format contents will help in establishing your expertise over content that the shorter formats like Tweets or Snippets. However, that doesn’t mean you should completely leave the shorter formats. In the context of SEO, long content formats can extract the real power of SEO by using long informational keywords. While writing the content, make sure it reaches every reader on an emotional level and engage them. Informational keywords are mostly long-tail searches or those that come with the typical question queries using What, Why, Where, When, and How. Take care of the content on a humane level and the rest will be epic!

Conclusion

One of the most popular proverbs I have heard is “Rome was not built in a day”. No one can establish brand authority and reputation over the night. When it comes to brand authority, it is your strategies and consistent actions that will be the decisive factor to emphasize brand authority. Summing up there are basically a few steps that will make your online presence valuable.

 

  • Building your brand through consistent, strategic content and SEO.
  • Maintaining a social presence.
  • Being friendly and open, and making genuine connections with your peers and audience.
  • Working hard to prove your knowledge and provide value to your audience everywhere.

Last, not the least, brand authority is all about consistency and patience, along with applying the latest digital intelligence and brand positioning strategies.

Authenticity has been attributed as the holy grail behind a brand’s marketing success. With the highly informed target audience on one side, brands need to convey authentic marketing content to connect successfully with the audience. People today can understand most of the gimmicks played by brands. While spreading content across various channels in terms of organic and paid promotions, brands must keep the authenticity. Show the real phase of the brand and be genuine while getting the brand messages into the news feeds of the audience. 

Why do brands need authenticity?

Social media is one of the most organic traffic generation channels. Social media interactions are more decisive factor than any conventional sales process in terms of revenue generation. They are more fruitful in terms of connecting to the brand audience and retaining brand loyalty. But on the darker side, any slightly misleading or confusing content is reaching the audience, they can instantly unfollow the brand and even raise reviews against the brand.

Social media is flooded with various levels of paid marketing campaigns like influencer marketing and celebrity endorsements. We are witnessing the struggle of celebrities to find the right way to connect with the audience. They are somehow faking the audience and keep them confused with the brand. Today’s highly informed customers are easily picking up these fishy campaigns, thereby making brands suffer serious outrage in the social media platform.

So how brands can show the authenticity of the brand and get into the minds of the audience? Here are some valuable tips from the best digital marketing company in Kochi to keep in mind while curating brand marketing strategies.

Transparency

Maintaining transparency is the thumb rule of any business. In a social media perspective, even if the business motto is to be completely transparent, a wrong or misleading marketing strategy can cause doubt in the audience. While curating any marketing content, brands should think from the customer side and evaluate whether their message will create a doubt in the audience. Transparency should be felt by the audience, rather than saying that the brand is true in its deeds. Fluffed up content is everywhere on the internet. The smarter audience will easily spot a brand being fate and judge them. Having partnered with a digital marketing platform for the best social media marketing services in Kerala can help you in developing smart strategies to engage the audience.

Honesty

As brands, we must keep dishonest far away from the marketing channels. Always spread honest information about your products and services. Engage them from the grass-root level by humanizing content. This will seamlessly develop brand loyalty and increases brand affinity. If you manufacture a product, tell how its made using engaging stories. Deliver honest customer experience while marketing your brand using an influencer. Post real unedited pictures and images so that prospective audience can feel more attached towards the brand.

Call to Action

We understand that the purpose of every marketing technique is to generate leads and convert sales. In the case of social media, there is no difference. However, never insist that all the online interactions should lead to a purchase. Give enough time for the audience to actually get attached to the brand and services slowly yet steadily. In the meantime, keep addressing their pain points and create the need within their mind. Engage them on different levels until they decide to take the final step – the purchase

Be Accountable

Mistakes are part of life. But when it comes to brand and marketing, it has a much larger potential. An unprecedented error in brand messaging, a failure of the campaign or a misspelled personalized message, a hint of bad luck can always surprise you. However, always have the presence and depth of mind to acknowledge that a mistake has occurred from your side. Whenever you come across a blunder in social media, immediately remove the offensive content and forget about the entire thing. At times you can play around with the event and make it into a funny way. People love fun and brand can utilize the behavioral aspect.

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.

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.

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.

If you are a social media marketing agency in Kerala, you would have understood that mobile usage increased predominantly due to use of social media sites.  Soon, the best brands had no other option but take advantage and create campaigns for their products/services on the mobile phone. Now mobile use has increased so much that a majority of websites are being accessed through mobiles.

For Google, the primary search engine index would very soon be the mobile version of the website. This is what mobile-first indexing is all about. The search engine index is the collection of pages or documents that have been crawled through by the search engine. In fact, mobile search engine index will determine the website rankings.   

In this context, it is important that every SEO company in Kochi makes a note of this and changes their strategy in this New Year accordingly. These are some of the points SEO companies need to make a note of.

Traditional Techniques

At this stage, traditional SEO techniques are still likely to work. However, they have to be implemented in a proper manner.

No Penalty

Google also assured that having only a desktop version of the website will not attract any penalty.

Be Mobile-Friendly

As part of the new change strategy, even the best digital marketing company in Kerala will have to write mobile-friendly content to attract a larger audience. Shorter sentences and small paragraphs are recommended.

Give up Flash

It is important to stick to HTML5 or Java and give up Flash.

PopUps – Not welcome

Popups can be very annoying for the user on the mobile phone.

To build the mobile version of your existing website, visit us at www.socialpulsar.in