Nowadays, social media is used to help boost search engine rankings of websites. Optimizing for search in social media is one of the surefire ways for your profile to be visible to new users as well. People today are looking for conversation on social media with trending topics and hashtags.
Listed below are a few methods for making use of social media for keyword research:
- Using Facebook Ad targeting options to know the audiences
- Looking into trending options for Twitter
- Discovering the results when you search Instagram hashtags
- Analyzing content on Pinterest
- Checking what influencers are saying on LinkedIn
Facebook targeting data is very specific as it contains a lot of information on the audiences. Facebook advertising enables you to look into the audience’s age, gender, interests, geography, connections, education, languages, workplaces; as well as relationship status. You can also determine similar audiences using this data.
Making Use of Social Media for Keyword Research
Conversations related to the trending topics on Twitter provide the requisite details to marketers about the audience’s interests and requirements. Also, you can use the same language as that of your potential searchers. You can then discover specific topics and questions related to SEO (search engine optimization) in the Twitter conversations and use them in your SEO framework.
Instagram hashtags have become quite popular. Many organizations in the creative industry are using Instagram to drive leads. Searching for hashtags related to your target audience/business and analyzing the most popular posts will give you an idea of what works well with the people who look for these hashtags.
Using a long-tail search, you can look for specific vital phrases on Pinterest and get multiple top pins for inspiration. Pinterest offers to search for additional suggestions for optimizing your keyword research. Also, Pinterest gives you potential keyword target ideas as well by offering autofill options.
Check what the influencers are saying on LinkedIn and make note of all the reactions and comments that they receive. People join ongoing conversations on LinkedIn and usually, the clickbait long-form posts resonate with users. Determine which topics (along with advantages and disadvantages under the topic) are resonating the most with audiences and use the data to conduct your own keyword research.
The present times call for a reexamination of your eCommerce website’s SEO (search engine optimization) tactics. A customer’s journey to your website begins with a search on Google, Yahoo or Bing. You can establish your presence with the appropriate SEO techniques.
Factors Contributing to a Successful Ecommerce SEO Strategy
Your SEO strategy can be successful if you follow the checklist given below:
- Ensuring that your website can be crawled and indexed
- Double-checking the excluded pages
- Adding schema markup to your site
- Targeting specific, sales-driven keywords
- Focusing on keyword intent
- Creating original content
- Mobile-first indexing
Your content will be ranked if your website can be crawled and indexed by a search engine. Elements such as your site’s content, speed, indexability, crawl ability, schema markup and the overall user-friendliness should be set up correctly.
You need to double-check your excluded pages in order to make sure that none of the essential pages are blocked from crawlers.
Adding schema markup to your site enables Google to display the availability, price, rating and other product-related details on the search engine results page (SERP).
Specific and lower-search-volume keywords related to your brand will bring in the conversions as these terms will lead to your website directly and searchers can find what exactly they are looking for.
You need to ensure that you are targeting transactional keywords by checking whether the query directs you to product pages. These transactional keywords reflect the correct searcher intent.
You need to create original content since search engines are continuously promoting unique and high quality content. Combining the various options for a single product in a single page can ensure that your site is user-friendly and responsive.
You should have a responsive e-commerce website as it needs to be optimized so that it can adapt to the screen size of the user’s mobile device, making mobile-first indexing a non-issue.
Difference Between Bounce Rate vs. Exit Rate
The COVID-19 crisis is impacting every industry in various ways. For instance, the eCommerce industry is probably experiencing a tremendous upswing in traffic. Similarly, when self-isolation and social distancing were made mandatory; the search traffic and impressions for terms such as ‘non-perishable food’ grew manifold.
Impact of COVID-19 on Digital Marketing – Measures to Mitigate
Listed below are a few ways COVID-19 has impacted digital marketing; as well as the measures to mitigate the impact:
- Demand for essential services and groceries has increased – organizations that are into eCommerce should concentrate on popular keywords related to essential services and fast moving consumer goods (FMCG).
- People are more searching for health and wellness tips. org that are into the health and wellness industry should concentrate on SEO and paid promotions. They can conduct online events for wellness and yoga sessions.
- More demand for news portals, video streaming, and ebooks – organizations should change their content strategy for catering to the needs of the people who are quarantined.
- The training industry is becoming online and concentrating on virtual classes.
- Conduct a mini-audit of your content assets by creating a Google sheet to list each content type on individual tabs, like webpages, blog posts, emails, ebooks, whitepapers, videos, presentations, infographics; and so on. You can then update with fresh content, optimize with new keywords and calls-to-action (CTAs), and re-promote when business picks up again later.
- Develop an appropriate outreach strategy in which you can offer reassurance or tangible assistance during COVID-19.
Doors and wall openings brand Tata Pravesh has rolled out a new digital campaign to address the issue of the ongoing coronavirus crisis. Titled ‘ShutOutCorona’, the campaign accentuates the need for staying indoors. It is being broadcast across the brand’s social media platforms such as Facebook, Twitter, Instagram and LinkedIn.
Tata Pravesh Rolls Out ‘ShutOutCorona’ Campaign
Conceptualized by Wunderman Thompson, ‘ShutOutCorona’ campaign displays an assortment of doors being shut, barred, bolted or latched; along with the sign of which conveys the message that roads to fight coronavirus can open up only through a closed door. It promotes self-isolation as the means to keep this crisis in check. The campaign prompts people to seriously consider quarantine as one of the measures for attempting to beat the disease.
Tata Pravesh is a new brand in Tata Steel’s profile. It offers a wide variety of complete home solutions; including sturdy and impressive steel doors, windows, as well as ventilators; with wooden trim. All these solutions are factory-engineered and they come with a combination of the strength of steel and the smoothness of the wood. They are uniform in finish and quality, long-lasting, highly durable and highly secure. Also, they are supremely resistant to fire and other hazards associated with wooden doors.
Bajaj Financial Services (FinServ) has launched a new campaign to underscore its efforts for staying relevant all these years. Titled ‘Better Never Stops’, the campaign emphasizes how the brand has evolved and innovated throughout the years.
Conceptualized by Taproot Dentsu, the campaign features a young girl and her father in a shop purchasing a doll for her. This instance is showcased over various time periods, highlighting the different payment patterns accordingly. This allegorical story shows glimpses of the various types of currency used through the ages, which strikes an emotional chord with the audience who are now used to paying in an instant.
Bajaj Finserv Launches ‘Better Never Stops’ Campaign
The campaign stresses the importance of evolving and improving over time. It accentuates the need for innovation in terms of making life easier for customers. The campaign is being broadcast across general entertainment channels (GEC), business and news channels as well as the digital platforms like Facebook, Twitter, YouTube and Instagram.
Bajaj Finserv is a brand of Bajaj Holdings & Investments Pvt. Ltd. It is an Indian non-banking financial company (NBFC) which offers lending, asset management, wealth management, life insurance, general insurance and consumer finance business services. Bajaj Finserv conducts operations across 1409 locations in India.
Fashion brand Wrogn (from Universal Sportsbiz Private Limited (USPL)), has announced South African star cricketer Abraham Benjamin (AB) de Villiers as the brand ambassador of its newly launched activewear line, Wrogn Active.
The activewear line collection is touted to feature 100 varieties of shorts, T-shirts, sweatshirts, joggers, jeans and hoodies at Wrogn outlets along with online shopping platforms. This apparel collection will be available in the price range of Rs. 699 to Rs. 2999. The activewear collection is aimed at motivating youth to abandon their currently sedentary lifestyle and urging them to get moving.
Wrogn Active Announces Star Cricketer AB de Villiers as Brand Ambassador
Launched in 2012, Universal Sportsbiz Private Limited is an Indian apparel company with fashion brands such as casual menswear brand Wrogn (featuring cricketer Virat Kohli), fitness wears brand Wrogn activewear, as well as casual menswear brand SINGLE (featuring actor Ranbir Kapoor). It also consists of ethnic womenswear brand IMARA (featuring actress Kareena Kapoor Khan), and bold western womenswear brand Ms. Taken (featuring actress Kriti Sanon). Virat Kohli is also the co-owner of the apparel and shoe brand Wrogn, which was launched in 2014.
AB de Villiers has also been associated with leather accessories brand Montblanc, luxury car brand Audi, athletic apparel brand Puma, and tyre brand MRF.
Every search query has a user with unique requirements associated with it. The search engine represents a barrier between a user and a site. A user has to go through the search engine to reach the site and vice versa.
Conducting search audience research is easy with data provided by the search engines. You can understand your users’ requirements for reaching and connecting with your target audience by examining the following aspects:
- The information contained in search queries
- Search intent and leveraging it
- On-site behaviour analysis
The information contained in search queries:
Landscape queries form the basis for building your search audience. You need to find patterns within a set of landscape queries in order to understand users’ search engine queries in specific categories (landscapes). Look for nouns, verbs, adjectives or adverbs that appear frequently in the search query, for learning about the user’s problem/requirement. These query patterns help you segregate the queries into different categories based on the interests of the user. This data, in turn, enables you to form keyword insights which are used to understand all the requirements and pain-points of the user. You can then provide ‘key questions’ that need to be answered; for conversion.
Implementing SEO Tactics: Search Audience and User Intent
Search intent and leveraging it:
Search intent can be used to determine where your searcher is in the funnel. Generally, the intents applied to search queries are informational, navigational and transactional in nature. You can build an intent-driven funnel that helps you align the keywords and messaging that may resonate the most. Evaluating every page and keyword’s intent enables you to select target keywords and on-page content which matches the users’ expectations better. Using all the data, you can then obtain true user search behaviour insights.
On-site behaviour analysis:
Analyse the user engagement metrics like bounce rates, user page flow, pages per visit etc., for understanding where there is friction in the user’s navigation of the website. Also, assess the site structure, linking, messaging and content touchpoints on any webpage. Ensure that all these elements meet the user requirements based on their intent and funnel placement. This helps you in reducing friction and increasing the conversion rate.
Electrical products company Luminous Power Technologies has launched a new campaign, ushering in the summer season Featuring brand ambassador Sachin Tendulkar, the campaign focuses on the brand’s inverter batteries.
Created by 82.5 Communications, the campaign showcases a Kabaddi match being played by youngsters in the narrow street lanes of a residential colony. It emphasizes the power of the brand’s inverter batteries which have long-lasting capabilities and give high performance. The campaign is aimed to evoke nostalgia in the audience and put a smile on their faces.
Luminous Power Technologies Launches New Campaign
Luminous Power Technologies has a presence of 30 years in the electrical power industry. It offers power products such as inverters, batteries, solar solutions, fans, modular switches and LED lighting. The company owns seven manufacturing units, more than 28 sales offices in India; and it has a presence in over 36 countries.
Sachin Tendulkar has also been associated with energy drink brand Boost, beverage brand Pepsi, snack brand Britannia, insurance brand Aviva, snack brand Sunfeast, apparel brand Adidas, a snack brand Quaker Oats, electronics company Toshiba, tyre brand MRF, luxury car brand BMW, footwear brand Action Shoes, automotive lubricant brand Castrol, cement brand Jaypee Group, electronics company Philips, travel portal Musafir.com, and detergent brand Ujala Techno Bright.
There are instances when your website is getting huge traffic but they are not turning into conversions. You need to analyse the reasons for this and troubleshoot in order to find solutions to them.
You can troubleshoot by:
- Reading your copy
- Having proper placement of call to action
- Improving your page load speed
- Determining your audience
Strategy for Converting Website Traffic
Reading your copy:
You need to ensure that your copy provides the relevant information to the end user. The copy should assure users that they have found a solution and also tell them what actions they need to take.
Having proper placement of call to action:
It is very important to have a proper placement for a call to action button. Add the button directly above the fold next to the message, so that users can understand exactly what they should do on your page.
Improving your page load speed:
Improve your page load speed by:
- Removing images that are not used/clicked
- Compressing, scaling and caching other images based on where they are needed
- Removing excess tools, plugins, fonts and code from your website pages
- Upgrading your PHP
Determining your audience:
Determine your audience and craft the content of your web pages and funnel according to their interests. Most importantly, keep the age and gender of your audience in mind while designing and creating content for the web page.
Also, you can get your lead generation traffic to convert by adding a direct call to action (CTA) after selling a product/service, giving a guarantee (to build confidence in you), and adding a disclaimer just next to the CTA.