Social Network Marketing is about using social media sites as marketing tools for the optimization of revenue or increasing brand exposure. Social Media Marketing use strategy like SMO (Social Media Optimization), it can be done in two ways
a) Adding social media links to content such as sharing buttons and RSS feeds
b) Promoting sites through social media by updating tweets, blog post and statuses
Social Media Marketing helps a company get direct feedback from customers, social websites like Twitter, Facebook, Instagram, Myspace, Linkedln and Youtube which have had significant contribution in social marketing in last couple of years. The success of social media in marketing is due to very “Personal” interactions between the user and service renderers.
Face Book Marketing
Face book features are more detailed than other social networking sites. They allow a product to provide photos, videos, longer description option and testimonials as other followers can express their opinion on the product page for others to see. Facebook can link back to the products twitter page as well as send out event reminders. This can be done by connecting to various groups or business groups of your field on Facebook, admin page and direct message to admin for site promotion. You can also create your own personal page where you can upload videos or website information for example, here we have “Guru 99” Facebook page, which has reached many e-learners through Facebook.
Next you can also make a group or join a group of your liking, for example if you are a computer geek and searching for a java computer group then you can join a Java group where you ask questions pertaining to java or share any information related to Java with your group.
To facilitate social media marketing and to manage posting of messages on regular basis on social sites, automated scheduling tools are used. Hootsuiteis one such tool, which gives users extended facility for automating and scheduling messages, monitoring conversation and track result across multiple networks. For example, here it is shown how different tutorials are set and scheduled for website Guru99.
It’s a micro blogging service that allows sending and receiving message from customers. This can help business people to contact and communicate with peer group and to their customers. You can create your personal page in twitter as well, and can upload your site and share information related to site on twitter.
Twitter is a great tool to reach out new customers/clients without invading their privacy
LinkedIn connects professionals from various backgrounds and provides an opportunity to expand business by connecting business professional. Through the use of widgets, members can promote their product or website directly to their clients. “Company Page” is one such feature in linkedin which acts like a business resume for your client to get a quick overview about your business.
Your personalized webpage on linkedin can also be used as an open platform for discussion with peer group or e-learners. Apart from your personalized page there are option like joining groups, companies or any particular professional groups (Doctors, Real estate & Infrastructure, Job portals, business groups etc.)
Recent research has marked Linkedin on top for social referrals to corporate homepages.
LinkedIn: 64% of social referrals to corporate homepage
Facebook: 17% of social referrals to corporate homepage
Twitter: 14% of social referrals to corporate homepage
Google plus provides various features which can be used for marketing purposes like
Circles : You can create groups or join circles of your likings
Stream: Gives instant updates on selected contacts or groups
Photos: Upload photos
Sparks: It allows you to specify your area of interest every time you logged in
Plus One: It is like a face book ‘like button’, where you can express your opinion about any particular product
Video Chat and Huddles: All queries can be solved by video chat facility which can be used to facilitate live customer interactions and huddles allow for group chats.
Apart from these you can join communities of your interest, like here guru99 has created community for software testers where they can use these page for discussion for topics of their common interest.
Video’s are one of the quickest ways to reach your customer. Visual effect has more impact on customer than print or digital text, it enables to explain the product more convincingly than any other medium. Marketing on “Youtube” turns, viewers into fans and, fans into customers. Also with video pages on your site has more chances to get good rating, as there are very less competition for video pages.
One way of doing this is to embed multiple videos onto one web page to create a series of related videos. Another option is to re-purpose your videos to produce related content. It includes presentation, screenshots as podcasts and images, transcription and PDF downloads.
To get maximum viewer to your video link, attach the script of your Video. Youtube also provide captioning alternative for videos.
SEO is the process of improving the structure, content and organization of your site to the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank
Before we look into this any further, let’s first understand –
How Search Engine Works?
Almost every Search engine does the followingSpiders or Web Crawling, Indexing & Displaying.
Spiders & Crawlers: Spiders crawl over the web in search of content (Hence the name Spider). Once they finish scanning and identifying the relevant content, they copy the searched content and store it in a search engines database. While they are scanning one web page, they make note of links to other web pages from this page and later scan the linked web pages as well & this process keeps going on for all webpages. ( For example : Page A links to Page B which in turn links to Page C. Here, Page A,B,C will be stored as well as any page which is linked from Page C ) .
Web Crawler will collect the following (not limited to) information from a web page –
Indexing: Now that website information is stored in Search Engines Database, how will it know which page to put on top of search results and which on last ? Enter Indexing.
Ranking is done based on keywords.
As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword based indices. The search engines have millions and millions of smaller databases, each centred on particular keyword term or phrase.
Next question, how does the search engine know which keyword to rank a page for? To determine so the search engine looks into the content of the page, Page Title , Page URL and other factors
Next question, suppose there 20000 Webpages each catering to the same keyword say football. How does the Search Engine determine which Page to display as # 1 , # 2 and so on… Enter Search Engine Ranking Factors which considers Domain Age , Domain Trust , Topicality , Number and relevance of external pointing links to the page , social signals and many more. This will be covered in detailed later in the tutorial
Displaying: The last step in search engine activity is retrieving the best matched results for search queries, which is displaying the search result in browser.
Role of Keywords in SEO
Keyword is actually the key to SEO. Keyword is what a person or user enters into a search engine to find specific information.
Keywords form part of a web page’s metadata and help search engines to match page with an appropriate search query.
Often it is misunderstood that by including more keywords which describe your website can eventually help search engine to bring your website on top. Infact, more keywords sometimes get you penalized for “spamming “or keyword stuffing. So, using keyword wisely from SEO point of view becomes mandatory. So what is the ideal frequency of Keyword? It is believed that for best result, keyword density should be 3-7% for the major and 1-2 % for minor key words.
Keywords in Special places, Page titles & Headings
It is imperative where your keyword exactly appears on your web page. It counts more if you have keywords in the “page title, the headings, the paragraphs” especially in URL. For instance, if your competitor’s web page has same number of keyword as your webpage but if you have included the keywords in your URL then your webpage have more chances to stand out than your competitor.
Placing the keywords in the “Title of the page” or “Heading tags” is considered the best place to put your keywords. The reason behind is that the search engine looks first for the keywords in your “Title tag” and then in “Heading tag”. The standard title tag keyword is around 70 characters max.
In order for a title tag to be most effective, it needs to be supported in other areas of each web page like the “headline”. Your headline should be the largest headline on the page rich with primary keywords, you can also include secondary keywords in your headline. There is no limitation for headline length, but still preferred around 7- 8 words length. For keywords there are some set criteria for best result as shown in table below.
Criteria for best SEO result
Keywords in URL
First word is best position for keyword in URL
Keywords in Title tag
Keywords should be in beginning of title tags, 10- 60 characters , no special characters
Keywords in description meta tag
Show theme less than 200 characters
Keywords in Keyword meta-tag
Show theme less than 10 words
Keyword density in body text
5- 20 % of the content
Keywords in Headlines
Use Hx font style tags appropriately
Search engine like Google, uses word stemming for search query. Word stemming allows all forms of the word- singular, plural, verb form as well as similar words for a given search query. For example if someone search for “Mountain track” it will retain search result with all variation of that phrase like “Mountain tracking“, “Mountain trackers” and so on.
Ranking and Ranking factors
Meta-tags: one of the earliest method to optimize the website high in result was to offer Meta data to the search engines. Meta data is nothing but the data about the data found on that page.
There are two important meta-tags or meta-data
Both Meta keyword and Meta description can contribute to your search engine ranking. The meta description tag is intended to be a brief and concise summary of your page’s content. The limitation for meta-description is about 170- 200 characters, writing a unique description for each page of your site. Meta description format would look something like this
<meta name=”description”content= “Brief description of the contents of your page.”>
Meta-description for website "guru99"
<meta name=”description” content=”Discover free online tutorials on Guru99.com to get ahead in your career. Start taking advantage of online learning today itself” />
While meta keywords format would look something like this
SEO optimization is primarily classified into two sections on page optimization and off page optimization.
Positive Off Page Optimization
Off page SEO is the process of boosting your search engine rankings by getting external links pointing back to it. The more and better links you can get to your webpage, better it will rank in search result
A quality backlink is considered good from the search engines point, and has the maximum effect on your off page SEO. A quality backlink has properties like
Incoming links from high page rank web page
Use different anchor texts
Dofollow or Nofollow links
Getting backlink from similar niche blog or website
Avoid black hat SEO
Good Domain Authority
High Relevance in the subject matter of the linking and destination domains
Site Age- Shows site stability
What you should NOT do for Negative off page
Link Buying : If you get caught penalty is huge
Cloaking: Try prevent cloaking (representing different page to search engine than your original web page)
Domain Hi-jacking: It is when someone takes your domain away or misuses your domain without your knowledge by changing the registration of the domain name. Never do this , it’s a criminal offence.
Other Black Hat Techniques
Positive On Page Optimization
On page optimization directly deals with the content and structure of the website. On page optimization focuses on
Unique title tags and Headlines
Keyword frequency in the
Adding description to images
Good Internal Navigation
What you should not do for Negative On Page
Avoid negativeover optimization penalty (OOP) by not repeating keywords very very frequently
Link to a bad neighbourhood : Do not link to link Farms or any other site with bad page rank
Avoid Poison words: The word “link” is considered poison words or stop words in a title tag. There are many other poison words that you should avoid
Avoid stealing text or images from other domains
Avoid Excessive cross linking
Avoid re-directing users to another page through refresh meta-tags, don’t immediately send your visitor to another page unless he/she clicked on
For best SEO result for your site always regularly maintain it, as you won’t rank as high in search engines, if your site is slow or has broken links.
Google panda is a Google’s search results ranking algorithm, it aims to lower the rank of “low quality sites” or “thin sites” and return higher quality sites near the top of the search result. In other words it does the verification of “content” of the websites
How to escape the Panda’s Claw
Try to avoid link building with those sites which is already ranked as low quality website
Watch out for sites that are peppered with Google adsense
Avoid sites with little or no moderation, especially those sites which accepts your comments or blog quickly for their websites
Another algorithm update from Google is “Google Penguin” which penalizes those sites that breach Google’s webmaster guidelines set by the search engines. This programme is specifically designed to target those sites that practice black-hat SEO techniques like keyword stuffing, duplicate content and bulk link building to name a few. Penguin does not damage the site unless spammed for too much keyword.
How to get away from Penguin’s Pecking
Remove all links from guest blogging network
Remove links from spam sites
Remove all exact match anchor links
Remove all optimized anchor links
Nofollow Guest Post links
SEO Audit and Link Removal
SEO Audit and link removal is very important for running your website successfully, as search engine modifies their algorithm from time to time. For success of your website, it is necessary to keep pace with their current guidelines and requirements of search engine. To ignore link audit may put your website at high risk.
For link audits and link removal many online tools are available like, Google webmaster tools, MOZ , Open Site Explorer , Majestic SEO etc. It will scrutinize ‘backlinks’ and provides some helpful metrics like
Specific URLs that link to your site
The pages on your site that each of these URLs link to
Anchor text used by each incoming link
Whether each incoming link is follow or no-follow
While removing low quality links, you have to be careful as some of them may be highly relevant to your website and come from websites on the upswing. In future they might become an important source of traffic.
What are the characteristics of a ‘bad links’
Links with the same anchor text coming from multiple sites
Links from sites that are unrelated to your niche
Links from low traffic and low PR ( Page Rank)
Links from articles directories or sites that look like link farms
Links from link exchanges
Links from sites that are not in the Google Index
Spammy links in blog comments
In case the site owner does not remove bad links from your website, then you can use Google’s disavow tool. This disavow tool will remove bad links.
This disavow tools are applicable in condition like
When you get a manual action
Webmaster won’t remove the bad links to your site or charge you to remove them
When you see links pointing to your site you do not want to be associated with
When you are worried about negative SEO
You see links pointing to your site you do not want to be associated with
You saw a link bomb attack and are afraid it might hurt your site
You are afraid someone will submit a spam report for you
You see your ranking dropped and you think it has to do with an algorithm Google ran, example: Penguin algorithm
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Just last week ebay released an in-depth study into the effectiveness and incremental value of paid adverts on search engines.
Their conclusions are that they have little measurable benefits!
Let’s face it, eBay are probably in the best position to do this analysis as they are one of, if not the biggest Google PPC advertiser. This means they have more data to analyse and track than anyone else.
Why would you carry on with PPC?
Their experiment into the adverts on search engines, discovered that most search adverts on most search terms have very little affect on sales at all.
Many companies buy adverts on searches for their brand. For example: Ebay, might buy adverts on searches for the term ‘eBay’ or ‘eBay shoes’
Throughout this experiment it actually confirmed what customers have often wondered, which is that those adverts actually do very little other than encourage users to click there instead of the normal natural search link.
Unbranded Searches do better
Within this experiment they got slightly better news for unbranded searches such as ‘food’ or ‘mobile phone’ As these companies might not be seen on the first page of the search and therefore the adverts that are bought will gain traffic. This could obviously have an impact on the use of PPC for venues.
In this scenario, the only way in which a company can get to the top of an unbranded search is by paying for it to be there.
Unaffected by paid adverts
eBay proved these results by testing their findings on their non-branded search term advertising for a period of 60 days. They found that this had a very small insignificant effect on their sales.
Google is the biggest seller of search adverts in the world.
The company made $37billion in 2013, from their various websites. That is a full two thirds of its gross revenue.
Google don’t break down their revenue beyond that, but it is believed that the majority of the income comes from search adverts.
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