Monday, June 30, 2014

Mobile Marketing - Definition and Best Strategies

Mobile marketing is the future of digital marketing. As more and more people are using their smartphones to research or find local offers, the scope of modern mobile marketing is growing at a tremendous pace. 

What is Mobile Marketing?




Mobile Marketing comprises of all those activities that we undertake on mobile devices in order to promote our products or services in front of billions of wireless device/Smartphone owners. Mobile offers an array of advertisement opportunities to the consumers because of the fact that they remain connected on their mobile devices 24x7 and hence targeting options are widened.

The Very First Essential - Have a Responsive Website

Your main channel of conversion is your website. Ultimately, this is the place where your targeted audience would be landing. Having a responsive website that opens evenly across a variety of handheld devices greatly enhances the online mobile visibility of any brand. Many business owners makes the mistake of satisfying the demand of the desktop users through a desktop optimized website but completely forget the screen size and behavior of the mobile audience. Hence, the very first step before starting any promotional campaign using mobile devices is to have a responsive website.

Best Channels and Strategies for Mobile Marketing

SMS Marketing - SMS stands for short messaging service. As per visua.ly the click-through rate for email is 4.2 percent, but it is around 19 percent for SMS. Targeting audiences using SMS marketing can provide far better results as compared to email marketing.

MMS Marketing - MMS stands for multimedia messaging service. Difference between SMS and MMS is that MMS offers rich visual presentations (videos) instead of text only message. However, MMS marketing is heavy and is more geared towards a particular set of targeted audiences only. 

Mobile App Marketing - Mobile applications are on a boom. Most of the business owners are creating their own customized apps to send direct offers and promotions to their customers. This is an extremely targeted means of advertisement and local businesses are opting for apps in order to promote their products or services. App store optimization (ASO) is a marketing technique that is often used to promote the app on app stores like Google Play and iTunes in order to receive more app downloads.



Mobile app marketing is currently happening via 2 ways:

Personal mobile app marketing - Here, a customized mobile app is created for the main business and once the user installs the app on his mobile device, the business can send news, events and promotional offers directly on the customers mobile device.

Advertising on Existing Mobile Apps - Here, we make use of advertising opportunities available on any existing mobile app like Whats App. 

Mobile Search and Display Ads - Consumers spent a lot of time searching for brands, products, prices, comparison etc on their mobile devices.  Targeting audiences using Google ads (PPC) is a great way to reach potential customers. Mobile advertising is an unparalleled piece of an overall mobile marketing strategy.

In-game Mobile Marketing - The world of gaming is on a tremendous rise. People are busy downloading and playing games like Candy Crush and Temple Run on their mobile phones. As a marketer, you need not miss their viable opportunities and explore all the advertising options available on these gaming websites. Due to the number of downloads these apps receives, a brand can expect a lot of diverted traffic and conversions by advertising on mobile gaming platforms.




Location Based Coupon Service- There are several location based coupon services like Groupon, Snapdeal, Scoopon etc where you can register as part of a broader affiliate marketing campaign. These services will show coupon codes to users targeted within your geographical area therefore providing you highly relevant leads.

Also See:

App Store Optimization
How Does Google Analytics Collects Data from Mobile Apps
10 Avinash Kaushik Videos for Learning GA
Learn Mobile SEO
Analytics Interview Questions and Answers
5 GA Metrics that You Aren't Sure What They Mean
100 FREE Resources for Learning Analytics

Friday, June 27, 2014

Google Removes Profile Photo and Circle Counts from Search Results

In a rather big and mostly confusing announcement, Google's John Mueller posted this message on Google Plus:


He writes - "We're simplifying the way authorship is shown in mobile and desktop search results, removing the profile photo and circle count."

Gosh!! This is not we were prepared to hear. What's more confusing is that he goes on to write "Our experiments indicate that click-through behavior on this new less-cluttered design is similar to the previous one." Is that really possible, when several experiments conducted by so many internet marketers around the world indicates that displaying author pic in the search results actually helped them increase their CTR.

From the comments received on Mueller's post on Google Plus, we can clearly make out that author images were a measure of trustworthiness of a resource and it did helped to increase CTR.

Why Did Google Removed Author Pics?

The answer probably is uniformness and SPEED. Google wants to display the same design to both its desktop audience as well as the mobile audience so removing authorship could clean the clutter and will provide a uniform experience across a variety of devices.

Mueller said "We've been doing lots of work to clean up the visual design of our search results, in particular creating a better mobile experience and a more consistent design across devices."

One of the comments by Jennifer Mitchell says "Long term this makes search results consistent across the board... which with the recent changes to the Adwords ad format actually is likely generate more paid clicks for Google which = more profit." a valid point. Might be some experiment revealed to Google that not displaying author pics on the search results were contributing to higher ad clicks and vice versa.

But who will say the truth guys?

Google Authorship images paid the brunt! What's next?

Google will slowly and gradually remove all the author pics from the search results. It will get done in a few days from now I guess.

Did you receive a higher CTR on results that displayed author pic? Please share your thoughts on this.

Also See:

How to Make Full Use of Google Authorship?
Rel=author an Important Ranking Signal
How Does Google Applies Semantic Search
Emanuel Update
Google Tag Manager
Latent Semantic Indexing
Facebook Graph Search Optimization
Google Sandbox effect
Google will Continue to Support Toolbar PageRank
Search Engine Optimization or Search Experience Optimization
Google to Provide Examples of Unnatural Backlinks
Google Patent to Determine Spam
Google Diavow Links Tool

Thursday, June 26, 2014

Difference Between Over Optimization and Reality - Google is Moving Towards Reality So Don't Fool It!

In the earlier times, Black Hat SEO's had a good time. Just a little tweak in the title tag, H1 tag, content area and boom the site actually got a boost up in the search results. The Google ranking algorithm was much easier to crack back then in 2000. But in the era of Hummingbirds, Penguins and Pandas, Black Hat SEO is reeling to survive. No clues are working and what worse is that the ones that worked in the past are actually hurting the sites now. So, which is the correct approach to brandify your site without breaking the rules?



SEO Over-Optimization - Don't Cross the Line

Optimization was never a strategy to stuff keywords but people did so because it worked. Who the hell in this world will stop and see his competitors enjoy a larger share of ranking when they knew the secret behind it. The secret was easy to implement and didn't cost much. Hence, it started to boom. 

When optimization became over-optimization, little clue was available. But today, the thing that works is the REALITY. No matter how good optimizer you are, your web page will not rank higher unless you face the reality and provide real world answers to the user's queries. This may sound confusing in the first read so let's take an example as to what am I trying to say!

Suppose I have a webpage that I wish to rank for the keyword "Best seo practices for Google". Most of the internet marketer's even today will suggest the following strategy:

A 500 word article on the topic.
A title tag that says "Best seo practices for Google"
A description tag that starts with or has the words "Best seo practices for Google" 
An H1 tag that says "Best seo practices for Google"
File name that reads "best-seo-practices-for-Google"
Some links with anchor text "Best seo practices for Google".

That's all! Now, can you imagine rankings just by creating a webpage like this?

The answer is a straightforward NO.

What Works Now?

First of all concentrate on the topic and think from user point of view as to what a person interested in this topic is looking for. Due to the power of Hummingbird, Google knows that a person searching with the query "Best seo practices for Google" is actually looking for a resource that explains the basics of seo for ranking on Google. That's all! It will process the query accordingly. It is not at all necessary that only resources having the exact match keywords and titles will rank on Google. Many other resources which hold a high semantic relevance will be ranking higher up on Google. Don't believe then check it yourself here. The first result is that of Google SEO starter guide, the third result actually does contains the keywords in the title and the file name, we can also see guides from Moz and search Engine Watch ranking with no use of exact match keywords in the content.

So, how are you planning your next SEO strategy? The old school way or the modern school way? If you are still following the old rules then the time is ripe enough to break the shackles.\

Also See:

Google Panda Update Will Continue to Roll
Seo Checklist to Panda Proof Your Website
Google Panda Update 22
Google Panda Update 21
Google Panda Update Number 20
Google Panda 3.9.1
Learn Seo
Seo Strategies for the Year 2013
How to Clean Up Your Link Profile?
All Forms of Link building are Wiped Out by Google
Google Will Provide Unnatural Link Examples
Google Disavow Links Tool

Wednesday, June 25, 2014

Google Introduces Partner Gallery - Easily Find New Partners and Apps

Google has relaunched its app gallery as the partner gallery. The partner gallery makes is easier for the users to find analytics certified partners and community apps. These partners which provide services and apps needed for specific marketing purpose are all certified by Google. You can also list your business here but for that you need to pass the Google Adwords partner certification.



The introduction to the new partner gallery was announced in a blog post.

The Partner Gallery includes the following:


  • Agencies certified by Google who offer web analytics services.

  • Apps by Google Analytics technology partners that are ready to use and extends the capabilities of the regular software.


You can easily find a partner near your location and also provide feedback based on the services they provide.

Visit the new partner gallery here: http://www.google.com/analytics/partners

Also See:

How GA Collects Data From Mobile Apps
Analytics Interview Questions and Answers
Content Grouping in Google Analytics
Custom Variables in GA
Difference Between Clicks and Visits
Understanding Goal Flow in Google Analytics
Google Tag Manager
Universal Analytics
5 GA Metrics that You Aren't Sure What They Mean
100 FREE Resources for Learning Analytics
How to Set Up IP Address Filtering in GA

Tuesday, June 24, 2014

How to Find Out The Best Day of Organic Conversions Through Analytics

Google Analytics is a storehouse of data that can be refined and filtered as per your own needs. The amount of data extraction that you can do via Google Analytics is virtually unlimited. Today, we are going to discuss a case of E commerce store which is desperately trying to find out the day when the maximum number of conversion happens through organic searches.

Dimension Used: Day of Week Name 

Day of Week Name displays the days of the week. Possible values are Sunday through Saturday.

Metrics Used: Organic Searches and Goal

Organic searches displays the number of organic searches that occurs within a session.

Goal displays the total number of conversions assigned to the goal.

First of all, create a new custom dashboard and provide a name for it.

Click on table and choose "Day of Week Name" from dimensions and "organic searches" along with your specified "goal" from the metrics.




Click on save and you will be able to see the day when the maximum number of organic conversions happens.

Keep an eye on this dashboard to see how user purchase pattern changes with days of the week. 

Also See:

Data Sampling in GA
How to Create Goals in GA?
5 GA Metrics that You Aren't Sure What They Mean
100 FREE Resources for Learning Analytics
How to Set Up IP Address Filtering in GA

Monday, June 23, 2014

Leverage the Power of Twitter App Cards to Increase App Downloads

Worried about how to increase app downloads? Use Twitter app cards to increase app downloads in an easier way. Learn what are Twitter app cards with attributes and examples.

Twitter is one of the top 10 global websites of this world as per Alexa. We can utilize the power of Twitter in order to increase the frequency of app downloads. Yes, that's true! You can use the Twitter App cards to display app download links directly in your tweet and initiate the downloads.

What are Twitter App Cards?

App cards are a great way to display mobile application related information directly on your tweet and drive downloads. The App card is a set of meta tags that needs to be added on the web page in order to allow users to display the app download link on tweets in order to drive installs.



How Does it Works?

Whenever we send out a tweet containing a URL, the Twitter system is able to recognize URL's in a tweet and if the tweeted URL contains app card information then it fetches the entire content and displays it on the tweet. For app cards to work, you need to have complete app card codes and attributes on the web page that you want people to tweet.

App Card Attributes

The following are the app card attributes:

twitter:card Must be set to a value of "app"

twitter:description The app description should be provided here.

twitter:app:id:iphone Here you will specify the app ID in the App Store (.i.e. "307234931").

twitter:app:id:ipad same as above.

twitter:app:id:googleplay Here you will specify the app ID in Google Play (.i.e. "com.android.app").

twitter:app:url:iphone Your app's custom URL scheme (you must include "://" after your scheme name)
twitter:app:url:ipad Your app's custom URL scheme

twitter:app:country Set this value to the two-letter country code if it's unavailable on the US store.

twitter:app:url:googleplay Your app's custom URL scheme

Example Code

<meta name="twitter:card" content="app">
<meta name="twitter:description" content="The app description goes here.">
<meta name="twitter:country" content="US">
<meta name="twitter:app:name:iphone" content="Example App">
<meta name="twitter:app:id:iphone" content="app id number">
<meta name="twitter:app:url:iphone" content="example://action/5149e249222f9e600a7540ef">
<meta name="twitter:app:name:ipad" content="Example App">
<meta name="twitter:app:id:ipad" content="app id number">
<meta name="twitter:app:url:ipad" content="example://action/5149e249222f9e600a7540ef">
<meta name="twitter:app:name:googleplay" content="Example App">
<meta name="twitter:app:id:googleplay" content="com.example.app">
<meta name="twitter:app:url:googleplay" content="http://example.com/action/5149e249222f9e600a7540ef">

Where To Add The Code?

These tags needs to be added in the <head> section of the document.

Hope you enjoyed this tutorial. Please don't forget to share this post on your social networks.

Also See:

Twitter Cards to Tweet in More Than 2000 Ways
Free Twitter Backgrounds
Big List of Twitter Tools
How to Get More Twitter Followers
Twitter Marketing Strategy

Friday, June 20, 2014

Google Adds Unsampled Reports to the Google Analytics Management API

In a recent blog post, Google announced that that they are adding unsampled reports to the Google Analytics Management API for their premium analytics customers. Unsampled reports are a great way to acquire details in depth on order to take even more accurate decisions.

Google by default uses sampling technique in order to process data faster. If you are still unaware about what sampling means then have a look at this article about data sampling in GA.



The Unsampled Reports feature provides accurate analysis of large unsampled data sets and also provides a way to integrate the API into your Business Intelligence (BI) system. This makes retrieve unsampled data easier and provide accurate metrics that support your critical business decisions.

For a full documentation on how to retrieve unsampled data using Management API, please read -

https://developers.google.com/analytics/devguides/config/mgmt/v3/mgmtUnsampledReports


Also See:

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


Thursday, June 19, 2014

Ecommerce Analytics Course Opens on July 8, 2014- Enroll Now!

The Google Analytics Academy is launching a special course for ecommerce data enthusiasts. You can enroll for this course that is being taught by one of my favorites, Justin Cutroni (the analytics expert). This course will teach you how to:

1- Prepare customized reports as per your ecommerce measurement plan.
2- Use segmentation in order to channelize priority data and focus on the most pressing issues.
3- Conduct an in-depth analysis of the entire site utilizing dimensions and matrics that hold the maximum value for your entire ecommerce website.
4- Use the new enhanced ecommerce for analytics.

Have a look at the below video about "Ecommerce Analytics - From Data to Decisions"



Also See:

Data Sampling in GA
How to Create Goals in GA?
Google Analytics Interview Questions and Answers
New Google Quick View Button on Mobile Search Results
Free Tutorials for Learning GA

Wednesday, June 18, 2014

3 Golden Rules of SEO - "Research", "Innovate" and "Implement"

In my opinion these are my 3 best rules that I always follow while devising any SEO strategy. These are explained as follows:

Research


Prior to starting any seo work on any new website, the very first rule that applies is proper research. Many marketers often apply the same strategies to each and every website which I think is sheer waste of time, money and resources. Every seo plan must be unique and customized for a particular website. This means, SEO research makes a vital part of any online marketing campaign. Competitor analysis covers the most part of this research. A thorough link and on page factor analysis is required to find out the most pressing factors that can provide the best seo results.

Also while doing the off page optimization and outreach work, research is an ongoing process. The better you are at finding relevant resources, the better are the chances of your site performing well in the search results.

Innovate



Every site needs a different SEO approach. You cannot suggest the same plan of XX number of submissions and xx number of blog posts per month for every website. Most often these strategies are suggested to site owners according to the different seo plans and the site owners unknowingly fall in trap of these not so result worthy plans. 

Innovation is the biggest secret of SEO. If your strategy is unique to a website and you are not blindly following your competitor's work then there are chances that you are going to succeed sooner or later. One thing to remember is that while devising any strategy, you must follow the search engine guidelines and prepare plans that not only helps to boost your brand value but also helps to make your online presence stronger. 

Implement



Unless you implement it, everything is a waste. The research you do on a daily basis and the strategies you innovate should be implemented at the right time to get the full value. I have seen many marketers failing to properly implement the planned strategies and ultimately losing their clients. 

These are the 3 best rules to follow in SEO. If you think there is any other rule that has played a great role in your career as an SEO then please don't be shy discussing them here. We are looking forward to your comments.

Also See:

Tuesday, June 17, 2014

Don't Get Confused! Google "My Business" Now Manages Your Business Presence on Maps, Search and Google Plus

Google has quietly integrated all the other local business management platforms like Local Maps and Google Plus business page into a single platform called Google My Business. So, don't get confused if you aren't able to access the old dashboard of Google local places, it will now open up as Google My Business.

A single dashboard for editing your business information, sharing updates and viewing insights straight from analytics have all being included under My Business.

Have a look at the below video to learn more:

What are CPC, CPM, CPA and CPV in Adwords?

If you are using Adwords then you need to use any one of the models given below in order to run your ads on Google search network or the Google display network:

CPC (Cost Per Click)- The commonest of all bidding options available in Adwords. Cost Per Click means the amount you pay for each click on your ad. Suppose, you wish to pay to Google every time someone clicks om your ad then that value is defined by the name cost per click. 

There is a difference between actual CPC and Max. CPC. You can define maximum cost per click but you cannot define the actual cost per click because the actual CPC is decided by Google automatically based on your closest competitor bid.

Suppose I set my maximum CPC to $2 per day then my CPC for a specific campaign can be $1.5, $1.9, $1.82 etc. It can vary depending on the search queries and other bids but in no case it will exceed $2. 

CPC is the preferred mode of advertisement if your aim is to generate traffic or clicks.




CPM (Cost Per Impressions)- This is the amount you pay each time your ad is displayed on Google Search network or Display network. You pay for impressions for your ad as opposed to clicks as in CPC.  

Suppose I wish to inform my customers about a recent event I am planning to launch in my city then I will choose the CPM model that will help my ad to reach a wide variety of audience without paying for every clicks.

CPM is useful if you want to promote your brand and display it to as many people as you can without necessarily getting traffic to your main site.



CPA (Cost Per Acquisition) - This is the amount you pay after a successful conversion. This form of model is great is your main business objective is to get conversions. 



CPV (Cost Per View) - This is the amount you are willing to pay after someone watches your video ad. This form of bidding option is helpful for video ads when you only agree to pay after every video view.



Also See:

101 Free Resources for Learning Adwords

Monday, June 16, 2014

How to Find Out the Most Shared Content on Social Sites?

Hello Seosandwitch fans...today, we are going to discuss how we can find out the most socially shared content of a website by creating a custom dashboard in Google Analytics. It is very simple, just go through the steps described below:

Create a Custom Dashboard in Google Analytics to Find Out the Most Socially Shared Content on Your Website 

1- Create a Private Dashboard with the name "Most Social Shares"




2- Click on "Add a widget" and provide a name for that widget. Let's name it "Top Shared Content".




3- Click on Table and choose "Social Entity" under "dimensions" drop down and "Social actions" under "metric" drop down.

Click save.

That's it, you will get a table displaying the top socially shared content of your website. 




Now, let us understand the dimension and metric social entity and social actions respectively.

Social Entity - The page or URL that was shared is detected by this dimension.
Social Actions - The total numbers of social shares that occurred is determined by this metric.

This report is really helpful if you wish to find out the content on your site which the users love the most. By identifying the pattern of the shares, you can focus on creating content around topics that receives the maximum shares or you can detect the elements used on webpages with maximum shares like use of images or videos and try to detect the user liking pattern. This way you can better optimize your entire website for generating the maximum social shares.

Happy optimizing and stay tuned for more tutorials like these. You can also subscribe by entering your email id in order to receive daily news and updates right into your inbox.

Also See:

Data Sampling in GA
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

Thursday, June 12, 2014

Stop Negative SEO Before It Ruins Your Website's Reputation

Negative SEO has already started to play havoc in the webmaster world. Many websites have been reported to lose rankings because of the foul practices adopted by black hat search marketers. Negative SEO, if not stopped can ruin your hard earned site reputation in months. So, let's discuss about it in more detail and find out the steps needed to keep your site safe from Negative SEO.

What is Negative SEO?

Strategies, means and techniques adopted by black hat SEO's for declining the reputation of a website which ultimately leads to loss in organic search rankings is known as Negative SEO. The methods adoped are those which are banned by the search engines. Use of such methods leads to a search engine penalty and the webmaster without even knowing that such bad links are being built to their site suffers huge losses in rankings and ROI.




How to Stop Negative SEO?

Follow the steps below in order to keep your web properties safe from all forms of Nagetive SEO:

1- Check your GWT account on a daily basis and notice the pattern of backlinks. If you are able to locate any bad backlinks being built to your website unkowingly then file a disavow request immediately. 

2- Maintain the reputation of your site by constantly earning high quality and reputable links to your site. This will help to balance the amount of bad links created. 

3- Approach webmasters of sites (unnatural ones only) that have suddenely started to link back to your site and mail them that you are the real webmaster of the site requesting them to remove your link.

4- If negative seo is leading to loss of trusted backlinks then approach webmasters and politely ask them to re-add the removed link/s.

5- You need to keep an eye on the links being built to your site on a regular basis and take actions accordingly. Only this can help you with negative seo unless Google finds any other way to tackle this.  

6- keep an eye on malware insertion on your site. Google will let you know about this under GWT. If you are able to detect any malware then take immediate steps to remove it else it might hurt your positive SEO.




Also See:

Google Patent Named Ranking Documents to Penalize Spammers
What is Seo?
Domain authority and Google results
How does Google applies Semantic Search
Easy Seo Tips
Learn Seo - Easy Seo Tutorial
Navigation in Seo
How to Make Your Website More User Friendly
Step by Step Seo Copywriting Guide
Emanuel Update
Are You Making Your Website Vulnerable To Future Google Updates
Battle of Ranking Continues
Link Baiting
How to Create Backlinks That Google Loves
Google Sandbox effect
Google Penguin update
Knowledge Graph

Tuesday, June 10, 2014

Types of Graphs That Google Uses to Rank Webpages

When anything is said about Google's ranking algorithm, SEO's listen to it very carefully. Today, I will talk about 3 different types of graphs which Google might use (depending on the search query and other factors) to rank webpages. Remember, Google uses over 200 ranking signals while ranking pages and the use of these graphs is dependant on those factors. So, let's discuss these graphs.

Link Graph - The link graph model consists of nodes and edges. Suppose, if page 1 links out to 3 pages namely page 2, page 3 and page 4 respectively, then we call it as 1 node with 3 outgoing edges. Now, think of a bigger model where each page links to each other in a manner as shown in the picture below:



As per the above figure, the following structure of the graph is obtained. This is known as the link graph or the Page Rank factor which Google widely uses in its ranking algorithm. Here, node 1 has 3 links so it has 3 outgoing edges namely 2,3,4, node 2 has 2 links so it has 2 edges namely 3 and 4, node 3 has 1 link so it has 1 edge, namely 1 and similarly, node 4 has 2 links so it has 2 edges namely 3 and 1.



Now, based on the number of edges every node has, the importance of the node will get passed onto the other nodes. If a node has k edges, then the node value gets divided by 1/k of its importance to each of the node. This is shown by the graph below:

In simpler terms, this is what is known as the link graph and Google uses this graph in order to pass on the related value between the connected nodes and this value is known by the name of Page Rank.

(Note: There are certain other types of link graphs as well but the simplest of them is explained here in order to simplify the main concept. )

Co-Citation Graph - The Co-Citation graph is a measure of the relative importance of documents cited together. Suppose a document A cites 2 other documents B and C then the documents B and C are said to have a co-citation score of 1 (as they were referenced together by 1 document). Similarly if B and C are cited by 3 more documents then their co-citation score increases upto 4. The higher the co-citation value, the higher is the semantic relevancy between those documents.

In addition of co-citation score there is also a co-citation proximity Index value. This suggests that resources cited at closer proximity have a higher CPI value as compared to the resources which have a far proximity levels.



The study of citation is known as citation analysis and Google makes use of both co-citation value and CPI value in order to determine the semantic relevancy of documents. Remember that citation analysis can be done for almost anything like instead of judging semantic relevancy of documents, it can be done to judge the semantic relevancy of authors also. Learn more about Hummingbird update and semantic search relevancy.

Social Graph - Facebook has been the top researcher of the social graph concept and has been implementing it on its Graph Search Algorithm. But, Google is not lagging behind, it has also started using social graph based information in order to determine relevancy of the search queries based on the social relationships of the people.

You can think of social graph as a interconnection of social connection than an individual has. Moreover, different social connections can also be interconnected in order to deeper the cluster of this web based relationship model.



As an example, let us suppose Joydeep has 2 friends, Jack and Jill. So all 3 of them are connected with each other. Now, if Jack shares any information and if Joydeep is specifically looking for that information then Google can find and display that information in the search results. This is what happens when Google Plus results are displayed in the search results when you are logged in. This is the power of social web. Connections on the social graph might include user mail or chat contact, direct contacts on social sites like friends of friends, connections of users that have a direct connection to the user. It can also include content generated by individuals (e.g., blog posts, reviews), public relationships can be established through public profiles and/or public social networking services.

An individual who is a user in the social space has a custom graph. This social graph can include people and particular content at different degrees of separation. It might include friends, friends of friends (e.g., as defined by a user, social graphing site, or other metric), the user's social circle, people followed by the user (e.g., subscribed blogs, feeds, or web sites), co-workers, and other specifically identified content of interest to the user (e.g., particular web sites).

Knowledge Graph - Google has got brains simply because of knowledge graph. You can think of knowledge graph as a large database of semantically related objects. For any query that includes objects, Google makes use of this graph. Suppose if I enter the query "What is the capital of Australia?", here Australia is an object and Google has an associated knowledge graph of Australia. With the help of that graph, Google is able to determine that Australia is a country and the capital of Australia is Canberra, so amazingly Google returns the result as Canberra, without the need to visit any other resource in order to get the results. This was the major accomplishment which Google obtained with the help of knowledge graph.



Similarly for another query like "land of the rising sun", Google returns the answer as Japan. How did Google knew that, the answer is because of the Knowledge graph. In the graph of Japan, there is reference that this country is also known as "land of the rising sun" so Google knows what to return as an answer. Intelligent huh!

It is important to note that knowledge graph is powered by Wikipedia and other similar databases of trustworthy resources. It is because of these resources especially Wikipedia that Google is able to return instant answers.

References: 

Cornell University, Page Rank Algorithm , The Mathematics of Google Search - : http://www.math.cornell.edu/~mec/Winter2009/RalucaRemus/Lecture3/lecture3.html
Filtering Social Search Results - http://www.google.com/patents/WO2013022674A1?cl=en

Also See:

How Does Google Applies Semantic Search?
Latent Semantic Indexing
Google Hummingbird Algorithm
Facebook Graph Search Optimization
Google Indepth Articles
Seo Guide for Schema Vocabulary
How to Tag a Site in Google Webmasters?
Google Local Carousel
Getting Listed on Search Engines

Monday, June 9, 2014

Content Curation - How to Plan the Best Strategy That Ignites Your Social Branding?

Content curation is an art, yes, it's more than just technology. The best users of content curation tools are the ones who have mastered the art of using them effectively. Some of us are not even aware of the benefits which these tools offer. The amazing technology working behind, provides us an easy opportunity to leverage on the existing content in order to maximize it for our own branding needs.

I am a big fan of paper.li and scoop.it when it comes to curating content. With paper.li, I can choose my own topics, select the available resources and boom, my personalized channel is ready. This happens at a lightening fast speed and I save a lot of time. Yes, the interface is easy but the real work starts after the newspaper gets created. I need to devise strategies and plan the publishing of sources in a manner so that it serves my main business needs.




With Scoop.it, I can choose my own sources to publish a customized magazine and also suggest my resources to many people who have curated similar content. This is the best feature that I love on Scoop.it.

Social Branding Via Content Curation

Promoting your business or brands across the available social channels is known as social branding. Successful curation leads to more natural backlinks by way of brandeducating. The more the people know about your brand, the more people will follow you. This leads to more user engagement and more natural backlinks. Remember, to follow the steps provided below:
  • Utilize the available content curation tools and create proper channels in each one of them.
  • The channels created must serve a purpose and should not be a sole marketing channel.
  • The best way is to pick up a topic and curate stories around that. This will lead to more user engagement.
  • The loyal followers for your social channels should be increased. 
  • If you are creating a channel for your brand and using your main brand name then you may post content, news and events that helps to educate the followers about your brand. This will help to keep them updated.
  • Limit the number of posts to 2-3 per day as more posts will lead to distraction.
  • Choose a suitable time for posting updates based on the targeted location and social channel used.
  • Select authoritative channels for curating content. Less trustworthy channels might lead to less user trust upon your brand.
  • Comment and post appropriate feedback to your followers as this will help to increase the level of engagement.
  • Do you want to share any additional techniques that has helped you with content curation in the past? Please share them in the comments below.
Also See:

Social Signals and Seo