Showing posts from September, 2015

Google Trends and Keyword Research

Keyword research for SEO and SEM is a hot topic. A simple google search for the term provides more that 18,10,000 results. There are many paid and free tools available to do keyword research.In this blog post, I will concentrate on Google Trends as a tool for keyword research. Google Trends shows the search volume in a relative scale. It shows how a search term is searched in Google relative to the total search volume. The beauty of this tool is that it allows comparison between multiple terms. Added capabilities of Google Trends include selection of date for search volume, inclusion of news related to the search term and so on.
So how to include Google Trends in your market research? The important aspect of Google Trends is that it provides the historical information and how the search volume has changed across years. This gives us an idea about not only the trend and volume; but also to learn about any seasonal effects. For example, consider the below chart. It shows the search vol…

Naming new products and versions

New product naming is always a challenge a fun experience. Name plays an important role, be it just a product or a brand. Naming products when improvements are introduced rapidly is handled to an extend by including a version - ing system. Thus a V2 product is an enhanced version of its  first entry and is always a better one. While naming a product, the following are the deciding factors -

Product name should align with your brand be it the parent company or the segment. For example ipad mini means a miniature version of orginal ipad and ipad air is the lighter version. A good example from the online advertising space if Google DoubleClick suite of products.
Product name should ring a bell without making a buyer think on what it means. For example, when the next version of ipad was introduced,  it being called ipad air 2. Having said that here the interesting  part - how about when Apple introduced all these products for the first time? At that time iPod is new, iPad is new. But eve…

Shift of On Page SEO to Off Page SEO

As we discussed in the refresher note on SEO, Search Engine Optimization (SEO) techniques are generally classified in to on-page SEO and off-page SEO. Explosion of social media usage and improvements in search engine algorithms have literally shifted the focus areas of a SEO professional. Gone are the days when on-page optimization techniques covered most of the SEO portfolio. In my opinion, the importance of on-page optimization has been drastically reduced. Today off-page optimization requirements are getting more prominence. Also SEO activities are becoming more of a day-to-day routine. Gone are the days when we completed all on-page optimization requirements like setting the tags properly, using keywords and wait for search engines to pick-up out web-pages. Today, search engine algorithms are becoming sophisticated enough to customize the search results based on the user’s interest, browsing history, specific requirements and so on. Consider for reference the updated report from …

Dofollow, Nofollow - What to follow!

Dofollow, Nofollow, Doindex and No-index These are the four terms you often encounter while discussing about Search Engine Optimisation (SEO). Understanding these terms are also important from two other perspectives – Link Building and Social Bookmarking. Let’s briefly discuss about these today. Follow/No-follow This concept was introduced to overcome some of the earlier black-hat SEO techniques in link building. How many links are you getting from outside is (was) an important factor in Google PageRank and other search engine rankings. As you might have guessed, this resulted in lot’s of spam with folks trying to link to a website from all places possible (comments, forum threads, paid links and so on).
Simply put, nofollow is just an attribute of the ‘rel’ HTML tag. If we use the ‘nofollow’ attribute, it tells the search engines that the linking can be discarded for search ranking. Introduction of this concept helped to reduce a lot of link spams. Read this wikipedia article for a …

A refresher note on Search Engine Optimization

In the next few blog posts, I will continue with my jottings on Digital Marketing and specifically on  Search Engines and Algorithms; as a refresher, today will focus on basic Search Engine Optimization (SEO) techniques out there.

So what is SEO?
Search Engine Optimization (SEO) is an art and science that an Online Marketer needs to master in order for his company’s websites to appear at the top of a search engine’s results for a given search word. With the world becoming more complex and moving fast, research shows that search engine users rarely go beyond the first few pages of search results. Hence it becomes an importance mandate for the online marketer to make sure his or her website appears in the top search results. The major search engines now have predominantly limited to Google and Bing. Although there are various other general and niche search engines available, Google and Bing shares captures the major market share especially Google capturing almost 70%.

Thus, the search e…