Google Seo Sandwitch Blog

Monday, October 20, 2014

Penguin 3.0 Update Strikes - Put On Your Natural Backlink Protection Shield

Google has updated the Penguin once again but this time it took around 12 months for Google to refresh this webspam update. 

Google has earlier told that refreshing Penguin is not an easy task so we might expect a little delay in penguin refreshes as compared to its companion Panda which keeps on updating often. Panda loves to get refreshed soon, isn't it?



So folks, check your rankings once again and see whether your rankings are stable? If not, then make sure to get your natural backlink protection shield up. Penguin loves natural backlinks, zero spam backlinks and authoritative high trusted seed backlinks. On the other hand, it hates FFA backlinks, spammy backlinks and low quality unnatural backlinks. Which side are you on?

If you haven't really done your complete backlink analysis yet then it's time for you to do so. Remember to follow the Google's link building guidelines to keep your website safe from the after affects of the Penguin update.

Also See:


Thursday, October 16, 2014

5 Astonishing Ways How Images And Psychology Can Double or Triple Conversion Rates

"Images are worth a thousand words", you must have heard about this saying from a long time but the new saying that I would like you all to consider is "Images can make or break conversions". Very few people realize this fact that Images can provide a psychological boost on the minds of your customer and let them decide whether to buy your services/products or not? Marketing is nothing but psychology i.e. taking actions after reading your customers minds. If you don't know the tactics that makes your customer believe in your services, you are doing your marketing WRONG.

How can an image help in increasing conversions? Here are 12 awesome tactics to prove that!

1- Hit the Emotional Side of Consumers - Make Them Believe In Your Provantage

Consumers aren't interested about the technical aspect of your product or how it works. They are interested in knowing how your product can help in improving their lives. Whether it can bring money or ease up their tasks? Yes, an image does an excellent job in making customers believe that this product is just for them. So, how an image signifies your product advantage is the first rule of thumb.

Examples:

A- Eureka Forbes "Pure Air For Life"

The below image makes the customer believe that the air in your home is so pure that you don't need to go outside to perform Yoga or exercise. The image on the site targets the female audiences because they are the ones who are more caring and health conscious. Agree?



B- Crizal Lenses "Crizal Junior UV- Kid Proof lenses. For Kids"

Crizal wants to target parents and make them believe that Crizal is the best lens for their kids. What kids love most - playing? So instead of boosting their product features as a standalone tactic, Crizal optimized an image and focused it around the playing activities of children. Searching for emotional factor? Come on, "it will keep the kids safe!", what else a parent wants? Full marks to Crizal.



2- Target Audiences Through "Emotion of Colors"

Color psychology is perhaps the biggest factor amongst all. Everything that we see around us is nothing but a combination of colors - red, green, blue, yellow, orange, purple and so many others. Does color impart a special meaning and has the power to change the thoughts of a consumer? Yes, it has. 

Have a look at the below Color Emotion Guide from the Logo company. Some of the world's greatest brands have their logo designed in specific colors because they impart a special meaning.



Some of the favorite colors of men and women are shared below. If your product or service targets a specific gender then make sure to use this color psychology. 



# Favorite colors are displayed on a top to bottom basis. Means, "Blue" is the most favorite color for men while "Yellow" is their least favorite. Similarly, "Blue" is the most favorite color for women while "grey" is their least favorite. *Now you know why FACEBOOK is BLUE!

3- Get the Right Contrast Needed for High Conversions

Conversions are directly dependant on the effectiveness of landing page. A landing page should have colors that are more readable on a background that have a large contrast. Understanding the color theory is an important aspect in designing a truly exceptional landing page.

Have a look at the color wheel:



Colors fall into 3 categories:

Primary - Red, Green and Blue.
Secondary - Green, Purple and Orange.
Tertiary - red-orange, yellow-orange, yellow-green, blue-green, blue-violet, and red-violet.

Examples:

A- Coca-Cola - Red and White Contrasting Colors



The white and red color combination on Coca Cola's homepage makes the text highly readable and appealing. Also, have a look at the smiling images of father and daughter duo. Does it matches the tagline of Coca-Cola's "Spread Happiness Campaign"?

Convinced? Then go and check the current color contrast on your website with the help of this tool.

B- GoDaddy - White, Green and Black Contrasting Colors

The landing page of Godaddy looks so elegant and neatly designed with the perfect choice of colors. Won't it tempt anyone to book a domain name?




Indian superstar, Mithun Chakraborty's image also has a high contrast with Silver and Grey Colors.




4- Human Images Works the Best - (Photos of Women Can Do Wonders!)

Reach to the human side of your targeted audience and let them connect with your brand by making them feel the same human sympathy and feelings as you are meeting them in person. Using high quality & attractive images on the site (Yes, women are clear winners here) can surely increase your conversion rate. On the other hand, using low quality and shabby images might make people think in negative about the brand so don't ever do that. Now, time for some examples.

Examples

A- The Wix Lady - Website Creation Can be Sexy

Can you ignore this stunning and attractive lady? I am sure Wix must have got numerous sign ups with the help of just this image. 



B- Progressive Auto Insurance - The Lady is Doing Wonders Beside Saving $500

One of the world's most popular insurance sites, progressive is using the charm and elegance of a lady in cracking conversions after conversions on their site. Don't believe then have a look yourself.



5- Use Context in Your Images - Avoid Standalone Product Images

For online e-commerce stores, displaying photos of products alone won't do any good. Instead, show the images in context. Make the people see and feel how well will it suit them. Don't getting my point? Have a look at the examples below:

Examples

A- Myntra Uses Stunning Images Displaying Their Products Worth

Have a look at the below model showcasing the People Women Orange and Navy Chequered Shirt on Myntra.



It makes the customer actually see and feel the look. The customer can imagine how they will look if they wear this shirt. 

Forget displaying standalone clothes, they will have little conversion, I bet.

The site hats.com makes the mistake of displaying just hats without humans and I am sure this must be affecting their conversion rate. 



If I can't see how will I look when I buy this hat, why will I purchase it? 

(If hats.com representatives are reading this then consider this suggestion of mine and see an instant increase in conversions). 

Hope you got some insights from this post. Make sure to use high quality images through which your targeted audience can connect with your brand. Don't take images and colors as a secondary factor because they are no less than a primary factor in aiding conversions. 

Did this post ignite your thoughts? Do you have some more suggestions? I will love to know those. Please share your comments below. 

Also See:

Monday, October 13, 2014

Macro and Micro Conversions for Online Selling (E-commerce) Stores - Are You Tracking Them Correctly?

Online ecommerce stores, think of Amazon, Flipkart, Ebay, Myntra etc..all are created with one main purpose and that is to sell products online and to generate profits ($$$$) in return. The primary goals for such websites would be:

  • To get as much traffic on the site as possible in order to get more orders-- ($$)
  • To sell as many products per hour as possible-- ($$)
  • To constantly increase revenue-- ($$)
  • To constantly increase the average profit per order-- ($$)

Every goal talks about conversion in monetary terms, isn't it?

Now, this is where most of the businesses can go wrong. Remember, revenue generation is the ultimate destination but the path taken by the customer in order to reach that destination should also be considered when measuring conversions. Macro conversions is your ultimate destination where you generate profit in monetary terms while micro conversions are those little tid-bits that users often get engaged with in order to reach the end of sale. 



Cool...but a successful entrepreneur always gets the whole process started again once a sale is generated, so the end point becomes a starting point and the process goes on recursively.

Macro Vs Micro Conversions

Think of macro conversion as when a visitor purchases a product from your site worth $500. Assume, the average profit per order is $20 so for that sale your profit is $20. This can be measured in monetary terms so that's indeed a macro conversion for an online store selling products. 

Think of micro conversion as the steps taken by the visitor from the moment he finds your site to the moment he pays via payment gateway or orders via COD. A series of steps can happen in between like:

  • User registers on the site 
  • User adds product on the cart
  • User signs up for a newsletter
  • User browses top product pages on your site 
  • User checks your promotional email etc.

All these are nothing but micro conversions because these are the steps that a normal user takes before he is convinced to purchase a product. An efficient ecommerce digital marketer knows how to measure every minute detail of the path which the users takes before they complete the sale.

Tracking Macro and Micro Conversions Via Google Analytics (Examples)

Google Analytics lets you track every activity that you think is of some importance for your business. Here, I will prepare a custom dashboard in GA in order to start tracking both macro and micro conversions.

1- After logging in to GA, I clicked on Dashboards - > New Dashboard.
2- I am naming my dashboard as "Macro and Micro Conversions" (you can name your dashboard as per your choice).
3- Now, I will add the following widgets in my dashboard:

A- Sale complete (Macro) - This will display the number of sales generated during a specified period. Click on "add a table" and choose Goal Completion Location under Dimension drop down and the associated goal from the Metric drop down.




B- Local Cities Site Search Depth (Micro) - This will display city specific visits and the average number of pages viewed through that location after performing a search. Click on "add a table" and choose City under Dimension drop down and Search Depth from the Metric drop down.




C- User Registrations (Micro) - This will display the number of user registrations that happened on the site during a specified period. Click on "add a table" and choose Goal Completion Location under Dimension drop down and the associated goal from the Metric drop down.

D- Time on Page by Destination Page (Micro) - This will display the product pages where users are spending the most of their time. Click on "add a table" and choose Destination Page under Dimension drop down and the Time on Page from the Metric drop down.

E- Product Adds to Cart by Product Brand (Micro) - This will display the top product brands and their best products that are regularly added by the customers in their cart. Click on "add a table" and choose Product Brand under Dimension drop down and Product Adds to Brand from the Metric drop down.




F- Newsletter Sign Up (Micro) - This will display the number of newsletter sign ups that happened during a specified period. Click on "add a table" and choose Goal Completion Location under Dimension drop down and the associated goal from the Metric drop down. 

Great! Now I suppose you got an idea as to how you can create superior custom dashboard and measure the impact of marketing on your site.

Make sure to properly segment your channels and measure their individual impact on your ROI. 

Friday, October 10, 2014

Unleash The Power of Custom Affinity Audiences in Adwords to Reach New Customers

Affinity audiences are a great way to reach new customers across the web. Google Adwords allows brands to reach 80 unique lifestyle segments based on Interest Categories and Demographics. Now, with the latest introduction of Custom Affinity Audiences, brands have the full power to choose which segments to target. Affinity audiences is one of the best ways for the brands to reach audience at scale based on their interests – such as green living, fashion, or travel.

Electronic Arts created 32 custom affinity audiences, one per NFL team, to reach fans of specific teams with display ads powered by custom affinity segmentation. 




From hardcore gamers, to foodies, to luxury shoppers, you can reach your set of ideal customers. Segmentation is the core variable that can impact ROI and affinity audience targeting is an excellent way to segment and target niche audiences that can directly raise your revenue.

How to Expertly Use Affinity Audiences:

Affinity audiences can help you increase awareness of your brand and products, and reach new potential customers.

Preferred bidding method is cost-per-thousand-impressions (CPM) if your goal is branding or cost-per-engagement (CPE) if your goal is conversions.

You can use frequency capping to let AdWords know that you don't want to show your ads to a customer more than n number of times where n can be defined by you.




You can exclude topics, keywords, or placements that don't align with your brand, for brand safety.

Remember, Custom Affinity Audiences works with display network only. 

How to Choose Custom Affinity Audiences in Your Campaigns?

1- Log in to Adwords.
2- Go to Adgroups and then new adgroups.
3- Choose Interests and Marketing.
4- Now choose Affinity Audiences.


5- Save the ad group after choosing.

This is a great addition to the existing set of Adwords tools. Are you using these segmentation in your reports?

Also See:

5 Easy Ways to Optimize Your PPC Ads
Adwords Callout Extensions