Saurabh Banerjee

I LOVE DIGITAL

I AM

image
Hello,

I'm Saurabh Banerjee

Saurabh Banerjee is a trainer and consultant in Digital Marketing and Internet Marketing. He is having specializing in Digital Marketing since 2011. He has delivered numerous projects for both local and International clients. Saurabh has over 8 years’ client Digital Marketing experience in helping corporations such as Globussoft, Sjain Ventures, Strategum. Eden Group and others to drive online visibility and generate leads that have resulted in new business online. He started, developed and sold a social network before social networking was a widespread term. As the lead Digital Marketing Strategist for Companies, he has led online marketing programs in Web Design, Web Development, Search Engine Optimization, Pay per Click Advertising, Online Marketing Campaigns, Social Media Marketing Strategy and Online PR for B2B professional services companies. Currently, he manages all SEO, SMM, Adwords, CPA activities for the firm’s top clientele


Education
University of Engineering

CSVTU, Bhilai

College of Awesomeness

Raipur Institute of Technology

School of Amusement

Holy Cross, Byron Bazar, Raipur


Experience
Digital Marketing Manager

Eden Group

Project Manager

Strategum

Team Leader

Sjain Ventures

Business Analyst

Globussoft


My Skills
Design
Programming
Branding
Marketing

764

Number of Hours in Support

100

Happy Customers

80

Projects Done

1000

Audit Report Submitted

WHAT CAN I DO

Website Development

I can create Blogger, Static, Dynamic, Mobile reposive websites

SEO and SMM

Get traffic in 6 months duration with my secret SEO and SMM service

Google Adwords

I can deliver Google adwords campaign for your business, my remarketing and mobile ads will surely give your business a nice boost in ROI

Video Creation and Shoot

Video now a days the kept on prior basis to showcase what you and what is your business is, i will personally visit your office and have a business photoshoot and create corporate video

Photography

Its my passion and i officialy carry my Gopro whenever i am at work, because i like to capture everything i can and i cant miss the same

Unlimited Support

Support is such which i care the most, i will be available on Skype, Email, Whatsapp, Facebook, Instagram to help you whenever you need my help, before or after the project

BLOG
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What is SEO in 2020 and importance of Backlinks


As the saying goes, the best place to hide a dead body is on the second page of Google and it is because only 0.78% of Google searchers click page 2 results. So this tutorial is all about higher rankings and especially getting you off that second, third or tenth page.

SEO in 2020 and Importance of backlinks!


SEO helps you grow your search traffic, research your competitors and dominate your niche. Your website and content should meet a certain level of quality. Generally speaking, your site should be mobile-friendly, load decently fast, have clear navigation and UX, secure HTTPS, hassle free technical SEO issues and well written content. These are not only some of the direct Google ranking factors, but the process that can produce much better results if your website is old.

Now, I'm assuming that you have existing pages which are targeting keywords. Alright, so here's the entire process as a flow chart. Feel free to take a screenshot for your own records and let's begin.
Step 1 is to check the strength of the competition. On a battle ground, you need to know who you're up against and since you want to rank on the first page of Google, your competition is obviously going to be with the top 10 results. Now, at this stage, we just want to do a quick spot-check to see if the websites ranking for this keyword are out of our league.

So let's say you have a relatively new SEO blog and you want to rank for "SEO." You'll find that the top pages are well-known brands like,Moz, Search Engine Land, Wordstream, and Google. Chances are that you probably will not be able to compete anytime soon. Whereas something like affordable SEO services for small business shows sites you probably haven't heard of. So this can be more within your wheelhouse. Secondly you also need to look at website authority. At Ahrefs, we use a metric called Domain Rating or DR. This represents the overall strength of a website's backlink profile. Now, while I don't use this as a main metric to gauge ranking difficulty, it can work well to spot check the relative "strength" of a brand from an SEO perspective.

If you have an Ahrefs account, just go to Keywords Explorer and enter your target keyword. As you can see here for the keyword "SEO," all of the websites' Domain Ratings are quite high. So if your DR is let's say 30, then you probably won't be able to compete as for the keyword "affordable SEO services for small business," you'll see Domain Ratings ranging from 60 to 86. So for DR 30, I'd say you need to go that extra mile to achieve that higher DR. If you've chosen a keyword that's too competitive now, go back to keyword research.

If your keyword is rankable, let's move on to the next step, which is to make sure that your page aligns with search intent. Search intent means the reason behind a searcher's query. For example, if you search for "how to make a website," you'll see that almost all of the ranking pages are how-to guide with step-by-step instructions. To determine search intent, just Google your keyword and identify the 3 C's of search intent.

The first C is content type which may belong to top pages of blog posts, product, category or landing pages. For example, the type of pages ranking for “buy protein powder” is all e-commerce category pages.

The second C is content format and this applies mainly to when you're trying to rank informational content. Common formats include: how-to guide step- by-step tutorials, list posts, opinion pieces, reviews and comparisons. So if we look at the top pages for "best tasting protein powder," you'll see all pages are list posts.

The third C is content angle. This one is a bit harder to quantify than type or format, but content angle is generally the dominant unique, which sells proposition used by the top-ranking pages. For example, pages ranking for "best protein powder" almost all have the current year in the title, which to me says that freshness is the angle; whereas the pages ranking for "blogging tips" are taking the angle of "for beginners."

If you try and rank for "blogging tips" with an article called "17 Advanced Blogging Tips for Professional Bloggers," it might be tough to rank. The prime reason is simple- The better you can match the searcher's query, the better your chances of getting high ranking. If your page doesn't match search intent, you'll want to update the page as required. But if your page is matching intent, let's move onto the next stage, which is to ensure that your content covers the topic in full. The way that you and I look at topics might be very different from the way Google looks at them.

For example, if you and I were to talk about the best watch brands, I might talk about Apple and you might talk about Omega. Ask five more people and you might get five completely different responses. Now, looking at Google's top 10 pages for this query, it's quite clear that you need to write a list-style blog post that focuses heavily on luxury brands. And if you visit the pages, you'll notice something interesting. All of them mostly mention Rolex. So this is probably a brand you should include too if you haven't. Now, this is probably just a hypothesis based on observation.

So if you want to take it a step further, you can also do a Content Gap analysis at the page-level. Just take few top-ranking pages and paste them in the top section of Ahrefs' Content Gap tool. I've already done this with 5 relevant pages, so let's run the search. Now you can see queries that one or more of these pages are ranking for. Just sift through the keywords and you'll get a better idea of subtopics you should talk about. Now, if your content isn't up to par, then rewind and follow these steps. But if you've covered your topic in full, move on to the next step which is to estimate the number of backlinks you'll need in order to build them. Backlinks are an important ranking factor. Not only Google says this, but almost every industry has found a positive relationship between organic search traffic and backlinks. Now, there's no way to know an exact number of backlinks required because not all backlinks are created equal. But we can get a rough estimate using Ahrefs' Keywords Explorer. Just search for your target keyword and just below the Keyword Difficulty score, you'll see a little note that says,"We estimate that you'll need backlinks from around 43 websites to rank in the top 10 for this keyword." The way we come up with this number is by taking a weighted average of the number of unique websites linking to the top pages. So, while this can work as an eyeball metric, I recommend scrolling down to see the top 10 pages so that you can analyze other factors, like topical relevance of the pages and domains as well as website authority.

We already know that backlinks can help boost the authority of your page. But internal links can also help tremendously. To find pages you should add links from, just go to Google and search for site:yourdomain.com and then a keyword that's relevant to your page. You'll then see all indexed pages from your site that has keyword somewhere on the page. Visit the pages and add internal links where relevant. Generally speaking, the more "authority" you've built to the linking pages, the more "authority",it can pass to the linked pages. If you don't have any authoritative pages to link from, then I highly recommend watching our video on the "middleman technique," which is an SEO strategy built on the foundation of strategic linking. Now, after you've done everything up to this point, it's just a matter of waiting. How long? Well, that depends. After studying 2 million keywords, we found that less than 5% of the top 10 pages were less than a year old. So rather than sitting around twiddling your thumbs go and repeat the process for different keywords and pages. But before you get all pumped up to do that, there's one very important thing you should know. Ranking on the first page of Google may not be the answer to solve your SEO woes. If you look at this CTR curve, you'll see that there's a huge drop-off after the first 2 or 3 positions which means that if you're ranking in position 10, you'd only get around a 1% click-through rate. So to put this into perspective, if you ranked in position 10 for a keyword that gets searched 1000 times per month, that's only 10 search visitors, which may not be worth the effort. So instead of just going for a first page ranking, shoot for the top 3. And this will often come down to matching search intent, creating thorough content and building more links.

Well folks, this is it! See you in the next tutorial.


Brandingurus | Digital Marketing Training in Kolkata

We are in 2020 and assumably nearly 600 million people would be the booming netizens across India. This thirst of digitalization has raised the benchmark for plethora of digital courses which is probably available in every nook and corner of the country. What we precisely need is to hit the bulls eye and mould every amateur into professionals who can cater to the shooting demands of industries. Although there are many who have jumped in the digital world, but there is always a room for precision.
If we look couple of years back there were lot of speculations when people began to consider digital marketing as a profession and developed certain jargons for it. Apparently the digital learners now want to seize every domain of industries and carve a niche for themselves. This need for specificity has sprinted the digital training platforms to provide the best in the market.
Kolkata, the city of joy needs some real astonishing digital transformation. There is no doubt that there are several digital training institutes available for up gradations but we at Brandingurus are loaded with exciting, advanced and remarkable courses which is at par with the rest.
Come and resonate your inner self, validate in new techniques and connect some exciting digital dots at Brandingurus, Kolkata!

Now lets come on the course material for what it makes us best digital marketing company in kolkata:

1.      We are providing 1 year LMS (Learning Management System) to our students where all the contents will be uploaded and explained
1.      We are providing video centric practical approach to activities like SEO, Facebook ads setup (+advanced), Google ads setup (+advanced), Website development in Wordpress, creating blog content, creating ad copies and lot more.
1.      We are also providing a forum section where students can upload any softwares that they find is free of cost over internet based on Digital Marketing
1.      We are proving QnA section to all where if one students has any doubt on any subject then eighter the faculty can reply to that answer or a student can also reply from another batch
1.      We are also providing refer and earn business model where if one registered student can get bonus money during class hours and can use that money on his facebook ads or google ads
1.      We are also making our Content change every 3 months duration so that our content doesn't remains old. It has to be updated as the market changes
1.      We are also providing push notification system to our student so that if they miss any of the class they get it over there PC as in push notification
1.      We are providing 3 best real time money making methods to our students through which i have gained success. These methods are not old are not saturated as well.
1.      Our class is open from 10:00 AM to 7:30 PM as is based in Park Street
1.      We are also giving one on one training from foreign highly named Digital Marketers once we end up our class hours, so that we can learn from what are they doing to overcome business models on Digital Marketing activities

So what are you waiting for? Join Kolkata's Digital Marketing Training in Kolkata


You may call us at 8319355532 or visit our campus directly Room No 325, Karnani Mansion, Mother Teresa Sarani, Taltala, Kolkata, West Bengal 700016, India

You may book our Demo as well, just give us a call and you can book our slot

7 Digital Marketing Trends to Consider for 2020


Marketers from a leading gaming company launched their highly successful influencer marketing campaign #Superlord on TikTok.



What are biggest digital marketing trends for 2020? More—as in more influencer marketing, more content, more web video and more of what will get digital consumers engaged with your brand online.
Here are seven key digital marketing trends that you should consider investing your time and resources in to succeed in 2020.
1- The Ascent of Social Influencer Marketing
Influencers used to be huge celebrities or “internet celebs” with millions or hundreds of thousands of followers. But now, companies are turning to people with a much smaller social media following to leverage as influencers and reach a targeted audience with a voice they trust.
Influencer marketing has evolved into to become more personalized. As it becomes more authentic, 92 percent of people trust other consumer recommendations over corporate advertising. For this reason, marketers from a leading gaming company launched their highly successful influencer marketing campaign #Superlord on the social video app TikTok, which took Germany by storm:
Further, a mediakix study predicts that the ad spend for influencer marketing could reach $10 billion by next year. It’s clear that influencer marketing is here to stay.
Video was a digital marketing must in 2019 and it will continue to be one in 2020, according to IAB’s 2019 Video Advertising Spend Report. Marketers report digital budgets increased 25 percent year over year. Consumer viewing habits explain this budget increase—advertisers go where their customers are spending their time. Per the IAB:
  • 74 percent of U.S. consumers 13 years and older watch streaming or online video at least weekly and 41 percent watch daily.
  • 78 percent of digital video viewers will watch advertising in exchange for free content.
  • Online video viewers pay closer attention to both content and ads when watching educational videos.
  • And, in addition to adding videos to your social networks and on your site, live videos on Facebook Live and Instagram Live get watched 3x longer than videos that aren’t live. It’s time to take streaming and live video ads seriously in 2020.
    3-Emerging Tech Rising
    From 5G technology on mobile devices to advancements in AI, voice and connected TVs, how consumers engage with ads will truly transform in the coming year:
  • 5G technology will transform how consumers access and use content, meaning mobile usage will dramatically increase among global audiences.
  • AI tech advancements for content will enable greater personalization in digital video.
  • Voice search for smart speakers will continue to expand as homes continue adopting Alexa, Siri and Google Home, and while developers continue to make improvements to accuracy.
  • Advancements in connected TVs and OTT (over the top media) will enable users to interact with ads from their TV and mobile devices that lead to increased product placement within streaming video.
  • 4-Interactive Content Takes Off
    Ninety-one percent of buyers are looking for more interactive content online. In 2020, content marketing will shift its focus to give audiences more of what they want: shoppable posts, AR/VR, 360-degree video, quizzes and polls are just a few examples of interactive content.
    Rome: A Guided City Tour is a great example of a 360-degree video:
    The reason interactive content will be one of 2020’s top marketing trends is because this level of interactivity in retail is new and original—take for instance, a shoppable Free People ad on Instagram. When a user taps the photo, the dress name and price appear. When tapping the price, the user is taken to a screen with more information and the option to view the item on the Free People website. This type of ad cuts through the noise, and gives visitors a reason to stay and engage. And it’s extremely shareable, expanding an ad’s reach even further.
    5-Micro-Moments Go Mainstream
    free people
    When a user taps the photo in this Free People ad, the dress name and price appear.

    Micro-moments are moments when we turn to a device—often a smartphone—to take action on whatever we need or want now. People generally make instant decisions on what to eat, which restaurant to choose, what to purchase or where to go. This tactic looks to take advantage of showing a relevant ad at the right place at the right time to the right audience.
    To take advantage of micro-moments in 2020, you need to be where consumers are searching for information in the moment—as Google puts it, marketers have to “be there, be useful, be quick.”
    The rise of micro-moments means that marketers must rethink the linear buyer’s journey that follows a set path: awareness, consideration and decision. Today, the customer journey is becoming more of a whirling funnel wherein people think, see or talk about something and then want to learn about it, watch it or buy it, all at an instant. Expectations are high, and patience is low.
    Identify your customer’s potential “have to buy” moments, and be ready to deliver quality content in those moments of need for mobile devices, and make it easy for them to then purchase.
    6-Social Media Stories Become a Marketing Mainstay
    First Snapchat came out with the concept of “My Story,” then Instagram and Facebook stories were introduced, and then YouTube unveiled their own story format: Reels. Now we have the emergence of TikTok, where users create videos on the spot and behind the scenes for a less polished and more authentic look.
    Since these types of stories disappear after a set period of time, this is a great opportunity for marketers to make good use of FOMO (fear of missing out).
    There are several benefits to using social media stories including:
  • Increased brand awareness
  • Constant engagement with followers
  • Cost-effective ad solution
  • Increased traffic to your web page
  • Opportunity to reach younger audiences

  • A simple way to engage users is to add Polls to your Stories. For instance, the National Basketball Association used Polls to ask their followers who they thought would win the upcoming matchups. Additionally, it was a useful tool to build anticipation around the event itself.
    instagram stories

    Optimizing Instagram Stories can help your brand get noticed locally.

    Consumers often use Stories to search for local businesses. For instance, on Instagram Stories, some location searches have a story icon that allows users to view recent stories that have used the particular location sticker. Additionally, the use of hashtags for places or events have a similar effect of driving user traffic to that destination to learn more. This is a great way to help your brand get discovered locally.
    7-Content Experiences Will be the Face of Content Marketing
    “Content experiences” are the amalgamation of content and context. This matters because every piece of content conveys an experience—both good or bad—through elements like design, placement, environment and more.
    Consider Coca-Cola’s “Share a Coke” campaign, started in 2011 and still going strong today. Coca-Cola lovers can personalize bottles with their name or friend’s name from the Coca-Cola website or look for a name on a bottle at in a real-world store. The campaign went viral as consumers began posting pictures online with their personalized drinks.
    Consumers naturally loved the ability to personalize bottles, and it became a great way for Coke to engage their audience—and get them to make a purchase.
    Content experience is about addressing the whole user experience when engaging with the content. It puts control back in the hands of the marketer, while also focusing on the brand experience. It’s about thinking holistically as a marketer, an important part of considering your 2020 strategy.

    5 PPC Trends to Get Ready for in 2020

    Predicting the future is never easy – particularly in the world of PPC. Even with all the campaign data in the world, you don’t know the latest trends until they hit.
    It’s a tough task staying on top of all the updates released by the likes of Google, Bing, and YouTube. It can be even harder to learn new things and quickly adapt to the changes.
    On October 23, I moderated a sponsored SEJ webinar presented by Adzooma’s Puneet Vaghela and Sal Mohammed.
    They shared the five biggest PPC trends coming up in 2020 and how marketers can increase paid search performance while staying on top of the latest industry changes.
    Here’s a recap of the webinar presentation.
    marketing trends
    We’ve all seen developments happening in the paid search front over the past 18 months from both Google Ads and Microsoft Advertising. Some of the changes involve:
    As innovation in digital marketing continues to grow at an exponential rate, smart PPC pros need to keep up with the market.
    Here are five trends you should be looking at in 2020 in order to stay ahead of the game.
    1. Audience Segmentation
    Audience segmentation is based on taking a group of people who have interacted with you online – either on your website, your CRM database, through a YouTube channel or one of your other social media channels.
    These people are then segmented based on:

  • What URLs they’ve visited on your website.
  • How they’ve interacted on your site (i.e., whether they’ve purchased).
  • What videos they’ve watched.

  • Then they’re placed into buckets that serve specific ads based on how they interacted with you.
    This allows you to increase or decrease bids to make sure you’re more or less prominent to your audiences based on the value that they have on your business.
    Although it seems very in-depth, this is still the most basic way to use audiences.
    However, as we gather more and more data on our customers and audiences, we can begin to break them up into specific buckets and thereby making our messaging even more personalized and our bidding strategies more informed based on specific data points.

  • What type of user are they? Where did they leave your site? Did they purchase something?
  • What are your audiences interested in?
  • What age and gender are they?
  • What demographic group do they fall under?
  • Where are they searching and browsing for you or your products? What device are they on?
  • Are they coming from other websites? What keywords are they finding you through?
  • Where are they in their life? Are they happy? Are they sad? Are they angry?

  • The inclusion of specific data sets, as well as inferred emotional data, means that you can make your ads extremely bespoke to the people you want to target.
    You can also identify exactly which type of person you should be spending your resources on to grow your business.
    Make sure to create audience lists in Google Ads to leverage this opportunity.
    How to Create an Audience List
    Step 1: In the top right-hand corner of your Google Ads account, click the Tools & Settings icon. Navigate to the Shared Library column and then click Audience manager.
    How to create an audience list - step 1How to create an audience list - step 1
    Step 2: In Audience manager, click on the blue circle with the plus sign to start creating a remarketing list.
    How to create an audience list - Step 2
    Step 3: Once there, you’ll have a drop-down menu of where you actually want to create your list. You can either choose from:

  • Website visitors.
  • App users.
  • YouTube users.
  • Customer list from your CRM database.
  • Custom combination.
  • How to create an audience list - Step 3
    Step 4: In this step, you’ll actually create your list. First, you need to name your audience.
    How to create an audience list - Step 4
    Next, select the List members – the type of visitors from which you’d like to create an audience. You’ll then have to identify specific rules according to the type of visitors you choose.
    Click on Create Audience once done.
    Step 5: The final step is assigning your audience to a campaign or ad group.
    How to create an audience list - Step 5
    On the left side of your Google Ads account, left click on Audiences. Once you’re in Audiences, click on the blue circle with a pencil inside.
    You’ll then get the screen on the right where it says Edit audiences. Here, the first drop-down Add to – you can either choose Campaign or Group.
    Once you’ve chosen which level you want, on the right-hand side you can then choose which campaigns or ad groups it actually goes into.
    You then have two options:

  • Targeting: For narrowing the reach of your campaign to specific audiences, and get reports.
  • Observation: For getting reports on additional items without narrowing the reach of your campaign.

  • Click Save. Your audience list is now into your campaigns and ad groups.
    So What Do You Need to Do?

  • Ensure you’ve created audience lists in Google Ads.
  • Use the data from visitors to your site to identify the most prominent and lucrative audience categories.
  • Begin creating more granular lists based on these criteria and create different campaigns and ad groups for each.
  • You should be maximizing your budget toward these audience-based campaigns.

  • 2. Automation & Account Management
    Automation has already started – but it’s going to be even more important in 2020.
    We’re already seeing it in:

  • PPC optimization: Automating the ability to identify opportunities within your PPC account to make changes and improve performance and account hygiene.
  • PPC account management: Automating rules within your account to manage bidding and daily account management tasks.

  • That said, not enough automation is being used in the industry currently. Automating processes, such as bid management, can help marketers harness the power of automation.
    Target CPA and ROAS are great examples of how this has been implemented already in day-to-day account execution.
    And even if you’re reluctant to let go of manually managing your bids, then there are other areas where you can apply automation to.
    A number of companies are emerging to knit together optimization across properties such as Albert, an AI tool that takes data from across all of your marketing activity and decides where investments should be focusing.
    Moment marketing tools such as Mporium will allow marketers to automate changes to the campaigns based on triggers from third-party sources such as TV, social media content, weather, and even stock market changes.
    What Will Be Different in 2020?
    In 2020, there will be an even bigger light shined on marketing performance, with clients and businesses requiring more data analysis, reporting, planning, and servicing.
    With more businesses advertising online, it will become more difficult to cut through the clutter.
    There will also be a higher prominence of automation tools to help you with optimization, daily tasks, reporting, project and account management.
    What Should You Be Doing About It?

  • There are plenty of ways to leverage automation in paid search:
  • Use scripts in Google and Bing to automate account management alerts and changes.
  • Invest in optimization servicing tools (OSTs), such as Adzooma, Search Squared or GOA.
  • Use bidding rules to manage the performance of your campaigns.
  • Set up alerts across all your activities to inform you of major changes.
  • Set up automated reporting, reduce manual reporting time.
  • Spend more time analyzing your data and audiences to deliver the best experience for your customers.
  • Test Smart Campaigns in Google Ads to hit your target KPIs.

  • 3. Voice Search
    ComScore predicts that by 2020, 50% of all searches will be voice searches.
    So what does this mean for PPC?
    This means that the search terms that trigger ads to appear are going to change as people interact in a more conversational way with their voice-enabled devices.
    Obviously, we’re still quite a long way away from seeing paid search within voice.
    That said, it would be beneficial to:

  • Start using more conversational and long-tail terms in your keyword targeting.
  • Make sure your landing pages are more conversational as well for both the UX and for SEO reasons.
  • Test and learn more long-tail terms in 2020, measure the impressions and impression share on them, as well as the CTR and CVR.

  • 4. Visual Search
    Search is becoming more visual. Now, you can upload an image to a search engine and use the engine to find you relevant results based on other images similar to the one you uploaded.
    Surprisingly, this development first came from the social media world with Pinterest releasing its first visual search tool in 2015. They have since refined their visual discovery tools with the introduction of Pinterest Lens in 2017.
    Other social channels such as Instagram and Snapchat followed suit, allowing users to search with images.
    Last year, Snapchat announced a Visual Search partnership with Amazon which allows users to search products on Amazon straight from the Snapchat camera.
    So what does this mean for PPC?
    Bing has also released its own visual search engine which allows people to do the same thing but use their entire index of the web as their source of information – much of the info that is on a retail site or social network platform.
    So What Do You Need to Get Ready For?
    Preparing for the growth of visual search now will make it easier for people to find you in the future. You should:

  • Start thinking about images that showcase your offering on your website.
  • Ensure they have the correct ALT text on them so the SERPs can pick them up.
  • Ensure you’re using the best images to showcase your products or services.
  • Use multiple images where possible so the SERPs have a choice of what to index.

  • 5. PPC & SEO Integration
    The relationship between PPC and SEO will be an important area to address moving forward. Both have their advantages and disadvantages, yet they can be used together to maximize your results.
    In 2020, make an effort to integrate PPC and SEO through:

  • Keyword unearthing.
  • Efficient position strategy.
  • Data and information sharing.
  • Increased SERP coverage.

  • What’s the Best Way to Do This?

  • Use PPC data to inform SEO of the most viable and profitable keywords to target for organic ranking boosts.
  • Use SEO ranking data alongside PPC bidding to identify which keywords you should be paying for and which ones you shouldn’t.
  • Use PPC copy data to help identify the best messaging to use for meta data in SEO.
  • Use PPC advertising alongside SEO organic listings to make your brand more prominent on the SERP against competitors.

  • Bonus: Attribution Measurement Will Be Your KPI in 2020
    Attribution is key to understanding the true value of your PPC spend. Make sure to use Google Analytics or other analytics tools to measure the direct and indirect effect of your target keywords on your overall business.

  • Do generic keywords play a part in brand awareness?
  • Do upper funnel keywords drive people to their end goal?
  • What other channels are effecting my PPC activity?

  • Answer these questions and use the data to plan your marketing spend.
    Q&A
    Here are just some of the attendee questions answered by Puneet Vaghela.
    Q: What are some automated rules most B2B companies should leverage in Google Ads?
    Puneet Vaghela (PV): B2B companies tend to be more lead focused, and so the most important metrics will be interaction with the website, buttons that have been clicked, form engagement and completion, and telephone calls and call interaction.
    These are all metrics you can find within Google Ads and through Google Analytics, and import them into your Google Ads account to set up automated bidding.
    Set up goals within Google Analytics to track how people interact with your site (e.g. for a form), set up goals for each step of the form process. Link your Google Analytics with your Google Ads, and import your goals into Google Ads as a conversion type.
    You can then start using automated bidding or CPA bidding based on these metrics to understand which keywords are driving the more engagement, and then push more budget into these areas.
    You can do the same with call tracking, as this is also a feature on Google Ads. Each call is recorded as a conversion, based on what length of call you set to be a conversion.
    So if you know that for your business, conversions take at least 3 minutes to complete over a call, then set the call length to 3 minutes and all calls over 3 minutes will be recorded as conversions in Google Ads. You can then auto-bid toward these conversions as well.
    Q: You talked about how SEO keyword rankings can be used to adjust PPC strategies, but what are some ways we can use PPC data to change SEO strategy?
    PV: SEO requires a more timely strategy, and so when you decide to optimize your site for a set of keywords, the only data you have is either from existing SEO traffic, or what you research on keyword tools.
    However, as PPC allows you to gather real-time data at keyword level, you can identify the highest converting terms for your business from PPC, and then decide to SEO these terms.
    Using the Search term report from PPC allows you to see which long tail and less competitive terms are driving conversions for you, and from here, you can start identifying more terms to SEO that will be easier to rank for, allowing you to reduce your PPC budget on these terms and re-invest it into other keywords that are more competitive.
    You can also use PPC audience data to see what types of people are interacting and converting on your site more, thereby tailoring your content and landing pages for SEO based on the people most likely to see them.
    Q: Do those voice search statistics hold true for B2B searches as well? I see people making voice searches for a new pair of pants, but not for business solutions.
    PV: I agree. The voice search revolution will be mainly for consumer products, as these are the ones that people will gain the most efficiency from on a day-to-day basis. B2B searches require more research, and also, the volume won’t be as high as for B2C searches.
    However, we’re seeing more and more searches for B2B coming through smartphones, and a study by Google and the Boston Consulting Group has predicted that 70% of all B2B searches will be on a smartphone by 2020.
    This means that people searching for B2B products and services will be on the move more, and so will be looking for information more directly.
    However, as more people use their smartphones, the likelihood is that they will begin to use them for their work lives as they do for their personal lives, and so if they are using voice search to find a pair of pants, they will probably transition into using voice search if they are looking for a conference venue or supplier of office equipment.
    Q: What keyword research tools do you use for voice search terms? Are these long-tail keywords different than the keywords you would find for traditional search?
    PV: There is no specific keyword research tool for voice search terms. As mentioned in the webinar, voice search will involve more conversational terms.
    For example, rather than someone just saying “clothes shop”, they will interact with their device by saying “where is the nearest clothes shop to me?” This means that search terms will be more long-tail.
    To identify these would be the same as setting up specific long-tail campaigns. Use the search term report in Google Ads to see which search terms triggered your ads, and the more conversational ones are most likely to be activated by voice.
    At the same time, use the Google Search Console to analyze your top URLs and gather a list of keywords from there to expand on.
    You should also use Google Autocomplete by typing in a top level keyword you are targeting or looking to target, and then see what suggestions appear on Google.
    You will probably notice a lot of question and long-tail based terms appearing, which you can take and target in a separate campaign to analyze performance.
    Q: Can you please provide a good practice for alt text on pictures?
    PV: This is something a lot of people don’t do well. It’s imperative to make sure that Google and Bing understand the context behind your images.
    Don’t use fragmented sentences to stuff keywords into it, but use descriptive sentences to say what is in the image. It’s also important you don’t use too many characters when describing your picture.
    Keep it to about 120-140 characters, which allows the search engine bots to understand what your image is about. Make sure you’ve got your descriptive sentence in within this limit.
    On top of this, use the keyword you want the image to appear for, but don’t stuff it in, make sure it flows naturally within the description. Usually, one or two mentions of the keyword are enough. Remember, content is king, readability is more important than volume.
    And also, don’t describe the image as an image. Use alt text that just describes what is in the image, do not start it with “image of…”, that would just be a waste of characters

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