Google Seo Sandwitch Blog

Tuesday, December 16, 2014

How Different Marketing Channels Affect Online Purchase Decisions? Check Yourself!

Google offers a free tool to compare the different channels of digital marketing that helps to generate conversions. For business owners, the ultimate destination is a sale and Google Analytics offers excellent custom tagging options that helps such business owners to identify the channels that are generating the maximum revenue. 

But, what if we need to find out which channels offers the maximum conversion possibilities based on specific industry and country? This will require big data processing for which we might not have sufficient resources. Now, this problem of big data analysis is resolved with Google offering a free "Customer Journey to Online Purchase" tool that helps to understand the roles these channels play, so you can better plan which channels you will use when, increasing marketing performance.

How to Use This Tool?

1- Choose business size (Large, Medium or Small)
2- Choose Industry
3- Choose Country ( Currently data from US, UK, Australia, Brazil, Canada, France, Germany and Japan are supported)

This tool is really helpful in accessing how digital marketing channels influence a typical buyer before the sale. 

Also See:

Monday, December 15, 2014

Global Ranking Score and On Site Ranking Score - How Google Might Determine Responsive Search Results?

Any search engine works by processing the search query entered by the user and returning a set of search results that matches the user intent. Search engines completes this task with the help of a collection of algorithms which are together known as Ranking algorithm. In one of the recent patents assigned to Google, it has been suggested that Google might use 2 different scores for ranking the web documents. These scores are described below:

Global Ranking Score

A global ranking score is computed for web documents/objects responsive to the search query, wherein each web object includes at least one web page from a cluster of web pages of corresponding websites. 

Implementations can include any or all of the following features. The global ranking score for a particular website is computed based on data identified without reading information from the particular website. The score is determined based on both off site and on site data. Global ranking score computation includes calculation of off site data like number of links to a web page or website from other unrelated websites, the number of times users have selected the web page or website in search results responsive to a particular query, or other statistical data providing information regarding the relevance or authority of a particular website associated with the web object.

Onsite data may include data based on the number of keywords on the web page or website responsive to the search query, the location of the responsive keywords, a number of links to the web page from other web pages having the same domain, and/or the placement of the web page in the structure of the website.

Onsite Ranking Score

Onsite ranking scores are computed for web pages of a particular website in the responsive web objects, wherein computing the onsite ranking score includes evaluating an importance of at least one web page relative to other web pages within the particular website. Consider the scenario when more than 1 pages of a similar website competes together to rank for a particular search query then in such cases, the on site ranking score is computed and only the best result/object from among a cluster of results from similar domain is identified and displayed before the user. 

How Google Applies Global Ranking Score and Onsite Ranking Score For Returning Search Results:

Step 1 - Receive a search query

Step 2 - Global ranking scores are computed.

Step 3 - Onsite ranking scores for webpages of a particular website are computed.

Step 4 - Identifying representative webpages of particular website based on onsite ranking scores.

Step 5 - Compare the strength of onsite ranking score Vs global ranking score. If the scores are consistent the program ends else the global ranking score of that particular website is adjusted based on the comparison of onsite ranking score.

Have a look at the below figure for understanding this behaviour in more detail:

Also See:

Tuesday, December 2, 2014

Why Digital Marketing Needs to be More Segmented in 2015

We are approaching 2015, a year that is seen as a big challenge for digital marketers. Industry gurus have already begun giving predictions as to how brands can gain more ROI by targeting the right audience at the right time and using the right channels. My own opinion rests with SEGMENTATION, I strongly believe, the best way to define your digital marketing strategy in order to generate the maximum pull is by applying the right mix of segmenting your audience using the right tools and criteria. Audience segmentation in 2015 will be the key to generate the best of the revenue.

Be it in the context of multi-channel marketing, customer segmentation is one of the most important but underlooked aspects of digital marketing strategy.

What is Customer Segmentation?

Dividing your customers into small groups based on some criteria so that targeting such refined group of audiences gives you the maximum return on investment. Segmentation can be sometimes simple but better segmentation often is a difficult job. It should be done on the basis of company policies and must always target the most profitable customers.

4 Key Data Types to Segment Your Customers

I did noticed an excellent white paper from Experian that highlights the following 4 key data types to properly segment your customers:

Value - Determines the worth of the customer in monetary terms.

Demographics - These normally include age and gender.

Image Credit: Experian

Behavior - This studies the behavior of the customer, like how often do they check their mails, tweet, like or comment.

Lifestyle - This includes determining the shopping pattern of the customer, the net income, the location etc.

Think Before You Get Overjoyed!

I have seen many marketers wrongly assume that their core customer base is actually the set of people that are converting profitably in an excel sheet. We marketers always have this tendency to manipulate reports to highlight the best achievements and while doing so, we end up segmenting our core customers into profitable and non-profitable. It is therefore important to adjust your criteria each time you play with data.

The Adobe Digital Marketing blog has an amazing comparison of proper customer segmentation. In the below diagram we can actually see that the marketers often get confused when it comes to define the actual audience generating the profits.

No matter whether it comes to choosing a particular digital marketing channel for a specified set of audience to choosing a specific banner to woo a specified set of customers, marketing efforts that are segmented tend to generate more faster and better results when compared to the ones that are just based on a hit and gain strategy.

Do you think customer segmentation in Digital Marketing has a greater role to play in 2015 and the years ahead? Please let me know in your comments below.

Also See:

Mobile Marketing- Definition and Best Strategies
3 Golden Rules of SEO
App Store Optimization Guide
How to Identify Top Converting Channels Using GA

Saturday, November 29, 2014

#AskSearchQuality India - Google Uses 2 Different Bots For SmartPhone and Feature Phone to Solve Compatibility Issues

In a country like India where a lot of people still use Feature Phone, this makes sense for Google to detect the content differently for Smartphone users and Featured phone users respectively.

A Smartphone is a high end phone while a Featured Phone is a low end phone. In order to better server the users and to solve the compatibility issues, Google uses 2 different bots namely the Smartphone bot and the Featured bot to crawl content available on these device differently.

It is suggested to offer a responsive website for Smartphone users because they have high end devices for adjusting screen sizes accordingly while for the Featured phone users, it is recommend to have a separate mobile site like present on a subdomain - that has been specifically created to serve the Featured phone users.

Have a look at the below video for further information:

Also See:

How Google Handles Duplicate Content
Bot and Spider Filtering in Analytics
Seo Issues That Need to be Taken Seriously
How to Create Goals in GA?
Google Analytics Interview Questions and Answers
New Google Quick View Button on Mobile Search Results
Query Highlighting on Google Search Results
How GA Collects Data From Mobile Apps
Solving Duplicate Content Issue
HTTP and HTTPS in Seo
Types of Crawl Errors
Working of Rel Canonical Link Element
Navigation in Seo