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.

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.

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.

It is time you got to know the connected consumer in town. This refers to the set of people that are digitally well aware. Is your business ready for such a consumer? Let us find out.

Who is a Connected Consumer

If you are an online business owner in Kochi, it is time you got to know the connected consumer better. Otherwise called ‘Always on’, the people in these demographics belong to different age groups, not just the youngsters, having different education backgrounds and having different income levels as well. One common tether is that they are all pretty active on social media.

Successful digital marketing companies in Kochi would be well aware of this group and they would advise suitable marketing strategies. They are the ones who believe that social media are more trustworthy than advertising. They are the ones whose reviews other people that are going to buy a product usually look up to.

Advent of AI

When the connected consumer and AI are combined the net effect is more connectedness.  Mass personalization can happen, that is, they can connect directly with the end consumer. Adwords management services companies would do extra keyword research to create search campaigns and monitor them to reach out to these new connected consumers. Today’s connected consumers are hungry for information about the brand and they want it directly from the brand. So it is important for the business owners to tune the business in this direction.

Understand social posts better

It is vital for the business to understand the type of social posts that improve customer engagement. This would put the business in the midst of the connected customers. As a business owner, get in touch with the experts of social media marketing in Kerala (Socialpulsar.in) and get them to produce content that would get your connected customers talking to their friends that would most likely be connected customers. Many businesses of today are missing out on this precious connect.

Awareness about the customer journey

Rarely is the customer going to see your brand and immediately buy, especially so if they are connected customers. From awareness, customer move into research. Now the only thing that will hold the customer is brand-worthy content. Content that is aligned to the marketing message improves the trustworthiness. This can help you to move the prospective connected customer to the next stage.

Such steps may help to create a positive feeling in the connected customer. Only then do they feel more connected to the brand that they are probing about and may end up purchasing from the brand.

Today’s digital marketplace is both complex and dynamic. Competition is increasing exponentially from unexpected directions and the consumer force is becoming more demanding. Both these factors have necessitated a brand to be distinct in the midst of imitation and proliferation. Brand identity is a kind of subtle promise made by the organization to the customer about the trustworthiness of the product and this promise is kept up through the experience provided to the customer.

SocialPulsar, the best SEO company in Kerala, is helping brands carve an identity of their own in the digital world. Here are a few reasons why brand identity is so important in the digital world.

Distinctiveness

Consumers identify any product or service mentally and visually with the help of brand identity. In view of the proliferation of numerous products and services of the same kind, it is imperative for brands to make themselves matter in the eyes and minds of people. Therefore it is important to build up a distinctive identity to engage the consumers.

Credibility

If yours is a brand trying to build up an identity for customers to reckon with, digital marketing companies in Kochi would help you to build the right impression that will help to convey the trustworthiness that customers are on the lookout for. When customers visit websites, research points out that they form judgments about the credibility of the brand within seconds. Therefore even the smallest error in this aspect can be very damaging for the brand.

Self-Expression

Strong brands are known to convey ideas that the customer often hold on to because these are viewed as extensions of their own selves.  In this context, strong brand identity is required to create the right impression in the minds of the target consumers. As an example, many brands that have successfully managed to engage the youth have ideas that they completely relate to in today’s times. Nike, through their advertisements, is always seen to promote ‘boldness’ and ‘individual expression’.

Unity

Though the primary idea of building a brand is to connect with the customers, in the digital realm brands are observed to increase the connectedness and thereby build group identities. People that liked the same brands shared a strong bond in spite of the fact that they were separated geographically and socially. Search engine optimization services are helping to create brand communities for products that have a cult-like following.

Wrapping up, it is obvious that brand identity determines the position that your product/service holds in the digital marketplace.