7 Ways How PPC and SEO Can Work Together in 2021

How PPC and SEO Can Work Together

Paid traffic (PPC) or organic traffic (SEO), there is a never ending debate between the two, which is better. Many people regard them as separate marketing strategies. However, PPC and SEO are different modalities, they are two sides of the same coin, search engine marketing. 

When these two work together, you will be rewarded with knowledge, learning, magical insights, and results that neither of it could get on its own. 

These channels when aligned together can help improve your overall performance. 

SEO is one of the most powerful PPC tools, and vice versa. Here are seven ways how both work together. 

1. Avoid Paid Keyword Traps.

It is a good standard practice to share keyword information. Often certain keyword types can have subtle differences and end up aligning with the wrong intention. So, it is essential to understand the intent of search terms to avoid keyword traps.

SEO-based marketers are masters of understanding search intent so a partnership between SEO and SEM is crucial.

For instance, any restaurant POS software is bidding on keyword “for restaurants” but they don’t sell phone systems! This is the broad auction under conditions that contain “restaurant.”

This is why Google has become a casino for advertisers. The restaurant POS software marketing team is betting on the simple opportunity that restaurant managers looking for a phone system are also in the market for point-of-sale software.

While this may work, there is likely a risk of losing a lot of money. Restaurant POS software companies backed billion dollars are in a comfortable position of taking.

You must study your search results to master the art of understanding keyword intent. Depending on the types of results, Google often reports its own interpretation of a search term.

If you search on Google “sales funnel”, the SERP indicates you are looking for the definition of a sales funnel.

The results are mainly SEO style definition, so it is clear that a product page will not rank for that query.

For small businesses, there is a huge disadvantage as they can’t afford to bleed into paid ads like the giants. We recommend startups to prioritize SEO efforts to avoid the real din of paid ads with big companies.

What is the end result?

SEO typically looks at SERP cues to ensure the content posted matches Google’s organic search results and eventually offer a high degree of satisfaction. With this there is a question lingering in the mind, that how useful is the content for researchers doing the job they need. 

This is useful when there are possible keyword traps, like phrases and words that sound good, but have a double meaning or incompatible intent.

2. Share PPC Information on high-performing titles 

When SEO team researches a new keyword, it can take months to see any measurable results. You can achieve success when the correct keywords and the correct phrases are targeted. 

However, if your engagement and click-through rate (CTR) are low, even if you’re on the first page, you’ve spent your time and budget circling an SEO hamster wheel. 

PPC is the exact opposite of it. Usually in a few days with a low investment, you will know if the ad copy is working or not. Therefore, you can use PPC for quick and short-term results, and use the information to drive broader SEO strategy.

Try as many different advertising texts as possible, until you have the data to back up your campaigns.

Here are a few things to test:

  •  Titles, title tags and description copy.
  •  Keywords and topics.
  •  Specific keywords angles.
  •  Variants of the landing page.
  •  New message about the product.

PPC campaign results will disclose the effect of each title on clicks, bounce rate, goal achievement, time spent on the page, and more. If you run tests for longer, you can learn how the demand for a specific keyword fluctuates every month, thus helping you set more precise expectations with your SEO team.

Use PPC information to choose the best topics, write and optimize your headlines and descriptions, and align with the needs and expectations of your audience.

3. Optimize your landing pages to reap the benefits of both SEO and PPC.

Optimizing the landing pages helps you save a lot of money and efforts on ineffective content experiences. So, do not spend money on paid ads without running effective landing page tests.

Three important actions to take:

  1. If you have a non-indexed landing page, conversion oriented, designed for PPC advertising. Your main goals for conversions include filling forms, live chat requests, demo requests, etc.
  2. If you work with the SEO and CRO teams to create new landing pages with smart assumptions. Your ultimate goal is to divide these pages and result monitoring.
  3.  If you are working with the SEO team to create an independent, more extensive educational piece on a topic, your goal is to generate organic screwibility.

Ultimately, marketers must create an immersive search engine marketing strategy.

For instance, a buyer searches for your brand/product name, clicks on your PPC ad, stays for a minute, and then leaves the page. After a few days, when they are looking for guides to help them choose a solution, it leads them to informational content you produced on the same topic.

When they click and browse the online listings, your brand is on their radar. They get used to its tone, images and messages. If they liked what they saw through your PPC ads, next time they will search for your name in the organic search results.

In brand marketing, what is repeated is remembered. 

An example of this is given by SEO expert Rand Fishkin, who said that if you listen to a song repeatedly, and even if you hate it, you will subconsciously sing it. The same applies to brand name, when you see a brand name again and again, you accept that the company behind it must be big and probably trustworthy.

4. Work together to Raise SERP dominance.

It is no longer enough to have a number 1 position for your target keyword in organic search results. There is so much competition on Google Results Pages, that you need to keep busy with digital space as possible.

PPC and SEO can help increase exposure on SERPs and by combining the two together you double the exposure and chances at increasing traffic. When a user enters a search query on Google, they are presented with 10 organic listings and paid ads at the top. With PPC and SEO working together, they focus on similar keywords, increasing the chances of your website’s listings showing multiple times per search. 

If you look at it from a number perspective, then you get 10 Organic Listings and 3 Paid PPC Ads which amounts to 13 total results. If your website ranks on page 1 along with 1 PPC listing, you dominate 15% of the SERPs listings. 

The list of SERP features that could drive your organic success to the bottom of the page are many. It includes: 

  •  Rich snippets
  •  Google Shopping results
  •  Knowledge sheets
  •  People ask
  •  Video carousels
  •  Image packages
  •  Localized results

It can allow your SEO team to feel defeated, doing all that work to get organic # 1 ranking only to be unwillingly stopped by Google’s UX schemes.

Although this is a challenge for some marketers, you can still fight with smart collaboration between SEO and PPC.

In addition to Google’s questionable ethics, you should keep bidding on high-value search terms that you’re already ranking, to achieve SERP dominance. 

5. Disclose the “hidden keywords” in the customer’s journey.

It’s not realistic to expect every keyword, blog post, landing page, and paid ad to convert visitors into leads. However, you just not have to create content for lead generation but instead focus on educating the niche audience.

This is because all routes lead to the user’s intention. Your keyword research should focus on transaction, research, and education.

Depending on the buying process of audience, you need to group your keywords for SEO and PPC campaigns into:

  •  Educational: This includes guides, tutorials, resources, questions like ‘how,’ ‘what,’ and ‘why’, examples, tips.
  •  Solution: This includes reviews, integrations, comparison, superior.
  •  Transactional: This includes asking for a free demo, trial, purchase, prices.

Advertisers should focus more on bidding on solution + transactional keywords. 

Here, you need to align with your PPC team on the following:

  • What keywords have a tolerable CPC (cost per click) + high conversion rates?
  • What keywords have the best CPA (cost per acquisition)?
  •  What keywords are the most profitable?
  •  What keywords are really generating significant pipeline value?
  •  What keywords have the best close rates?
  •  What keywords generate the longest LTV clients?

It is at this crossroads where the greatest SEO and PPC magic come true.

6. Use information from the audience to test and clarify the messages

We have already mentioned how important PPC campaigns are compared to SEO is to get instant results. Another great advantage of PPC is that it tests ads based on various interests and demographics.

You can analyse details like:

  •  Age groups
  •  Sex
  •  Household income
  •  Places
  •  Devices
  • Interests 
  • Lifestyle

The Biggest Advantage of audience targeting is that you can test specific brand and product messages against numerous demographics and interest groups. Some businesses claim to have mastered the art of personalization based on the visitor page of the website’s traffic segment, but we have yet to see a company do it excellently.

Here is a pro tip for you: In your Google advertising platform (formerly Google AdWords) check out the search terms report to find long-tail gold mines. These are the search terms that truly generate clicks on your phrase match campaigns. 

With this exclusive wealth of knowledge, you can better inform your SEO strategy by unlocking hidden long-tail opportunities, aligned with your different target audience segments.

7. Apply PPC conversion to your SEO plan.

We follow the classic pillar grouping model to rank extremely competitive key terms such as VoIP (80,000 mind-blowing monthly searches), supported by adjacent plus queue content are all crisscrossed.

It is not just an internal linking mechanism, but it helps your website develop authority and timeliness. Over time, Google begins to associate the brand with important notions and entities. This is how you go beyond SEO 101 and unlock SEO dominance.

The ranking for a keyword of 80,000 monthly search volumes is pretty good. But it is still better when you are at zero with excellent snippet taken.

Your PPC team works like a stockbroker, optimizing for the best return on investment. This means that the PPC marketing campaign reports tell which keywords:

  •  Convince more visitors to become potential customers.
  •  Cause the most participation.
  •  Lead to most buying.
  •  Are the most money-making.

What is the end result?

PPC conversion data is prevailing. When you match the keywords to your SEO goals, you can emphasize your organic SEO efforts on the keywords that can make the biggest difference to your organic search traffic, comprising brand awareness, engagement, and gaining new customers.

Final Words

It’s no longer about PPC vs SEO – it’s about developing a rounded approach to search marketing, increasing your competitive advantage over top performing channels, and reaching your target customers exactly when (and how) they’re looking for you. When it comes to choosing between PPC or SEO, we advise you combine both efforts to maximize your digital marketing strategy and get the most out of your online presence. 

If you need more information on this and need help to take your digital marketing campaign to the next level, contact us today. Our SEO experts are always available to help you out. We are happy to put together a custom quote for a PPC and SEO plan for your website to help meet your specific goals. 

10 SEO Trends for 2021

SEO Trends

We all know the importance of positioning the pages on the Google SERPs ranking and everyone wants to be on the top. If you also want to be on the top of the google search engine then you must have to improve the SEO of your site as SEO will be responsible for the google ranking. Because well-ranked pages provide enormous organic reach on your website. It also increases the possibility of attracting converting leads to your web page. 

So to make you achieve your goals these are a few 10 SEO trends for 2021. After applying and using them you will get great results in 2021:

  1. Relevant and valuable content 
  2. User experience (UX)
  3. Mobile SEO 
  4. Core web vitals and page experience 
  5. Zero click searches 
  6. Website security 
  7. Search intent 
  8. Long-form content 
  9. Local SEO 
  10. Customer analytics, retention & lifetime value 


1. Relevant and valuable content 

The most important and common thing is to make relevant and valuable content for your visitors. Because if your content is useless or valueless then your audience will leave your site and move to any other site. And when your audience decreases then it will also affect the brand value of your company. So you must have to provide valuable content and satisfy your audience as well. When your audience is satisfied with your content then they often visit you whenever they will search for anything. They will also respond to you in the comment and share your website with others. The main thing is that it will create engagement on your site and improve insights as well. And with time they will be your permanent audience. All you have to do is to serve your best to all the visitors not just trying to fulfill the demands of google bots. 

2. User experience 

The next thing is that you must have to take care of your user experience with your site. It is not enough to just provide useful content to the site. You also have to make the information accessible and reachable to all the people. It means you have to increase the speed of your web pages because the audience doesn’t like to wait for the loading pages. If your site speed is slow then people will move out of your site and then go with another site. Let us tell you that the Google algorithm also considers the speed of the web page and the loading time of your site. And by using this data will place your site on the Google search page. So it is a must for you to provide a high user experience to all the people. In 2021 if you want to increase the growth of your site then you must have to provide a rich and efficient user experience to all the people. For increasing the speed and decreasing the loading time you have to place lighter images and videos. Because when you place heavy images or videos on the web page then it will take a lot of time to load. According to research, it is found that a user is waiting for only 30 seconds and if the site takes more than 30 seconds then the user will leave the site. So make sure that your site takes 30 or less than 30 minutes. 

3. Mobile SEO 

We all know that the number of mobile users is increasing very rapidly in every country. Now every single person has a smartphone and they use it to surf the internet. So google algorithm started considering the mobile SEO for ranking on the search engine page as well. There are many sites which are providing only desktop versions to the people and people can’t access the site through mobile phones. So google decides to consider mobile SEO to fulfill the needs and demands of the users. Now if you want to run your site on the first page of the search engine then you must have to provide a mobile version to all the versions. For this, you must have to do the mobile SEO of your site. If you avoid this point then you must have to lose your ranking on the google search engine. 

4. Core web vitals 

Let us tell you that the core web vitals were introduced by google in 2020. You must have to follow them in 2021 if you want good results. these are three core web vitals:

  1. Large contentful paint – The large contentful paint measures how much time your site takes to load a web page and display its main content. Let us tell you that the ideal LCP measurement according to google is 2.5 seconds. So you must have to minimize the files of your web page and make your page lighter. Because lighter and simple web pages take less time to load as compared to complex and heavy web pages. 
  2. First Input delay – it measures the time taken by the page to become interactive. In simple words how much time does a user take to interact with your site from accessing the page to leaving your page? The ideal time is 100ms according to google analytics. 
  3. Cumulative layout shift – It refers to the volume of unexpected layout changes in visual content. And the idea is to keep this index below 0.1.


5. Zero – click searches 

Let us tell you that google changes the SERPs’ design and layout to provide a more effective and faster user experience. The platform started zero-click searches, in this the user will get results on the very top of the first results without clicking any site. And about 50% of google searches end without the user click on any site. It is best for the user as they get results on the top faster and its time saving as well. In this way, the user is getting what they are looking exactly for. For best results, you must optimize your content to make this new feature easier to operate. You must have to use structured data to facilitate the algorithm understanding. You have to focus on improving organic CTAs and also on answering possible buyer persona’s questions. 

6. Website security 

We all know that Google also considers your website’s security status to verify that people will rely on your site for further important content. And your ranking will also depend upon this. If you want to make your SEO strategy successful then you must have to add security features. You can use security features such as specialized plugins and SSL certificates. Let us tell you that people also prefer only those sites which are safe and secure. You also try your best to provide a threat free and secure environment. The trend of website security becomes more important with time. 

If people will not feel safe while accessing your pages then your access rate will drop and it also affects your ranking in the SERPS

7. Search Intent 

User-focused optimization has been a top priority at google for a long time. The goal of your site is to deliver the best content to your audience which meets their intentions. Google launches Bidirectional Encoder Representations from transformers and it is also called the BERT algorithm. This technology aims to understand what search terms should be represented in a particular context. In simple words, the algorithm of google interprets the international of a specific search even if it includes long conversational language. 

Let us tell you that after the introduction of the BERT algorithm the google is improving its effectiveness. And delivers the most appropriate content which increases the demand for quality. 

8. Long-form content 

Expertise, authority, and trust are the three most important words in the world of content marketing. Before reading any information on any site then you must have to know that it is shared by someone real. The person has the credibility to talk about it and has the right knowledge as well. You must have to invest your time and effort in the production of long-form content.

The state of the content report brings data that confirms the relevance of longer content. It is observed that the long reads of 3000+ words get 3 times more traffic, 4 times more shares, and 3.5 times more backlinks than average length articles. This will add to the expansion of your brand’s organic reach and the development of your digital authority. It will boost SERPs rankings. 

9. Local SEO 

We all have experienced the Covid-19 pandemic as it was the major event of 2020. Many people cause health and social security, consumers also had their habits changed. At the pandemic time, everyone appreciates the local commerce. It is because of many factors. The first factor is that the economic crisis led local populations to focus on supporting the local market to keep the economy functioning. 

In the same sense, transportation limitations led more people to search for establishments near their homes. This is the place where Local SEO comes in. This resource has existed for some time and also has Google my business as it is the main tool as well. 

2020 makes Local SEO more relevant and important for every business as well. By this, the local businesses were able to keep their customers up to date with changes in schedules, special deals, delivery options, etc. 

Let us tell you if you don’t use Google my business actively in 2021 then you will fall behind the competition. 

To appear in the local SEO ranking means establishing a positive link with the neighborhood. And then attracting customers who are just visiting or passing through the city. You just have to understand the SEO trends and adapt them is fundamental for improving the result of your digital strategy. 

As we all know that Google’s algorithm criteria change frequently you must have to be aware of the latest updates. The key point is that you must have to provide the fastest and qualified experiences to the user. 

10. Customer analytics, retention & lifetime value 

SEO is used by people to drive traffic to their website. But SEO is a vast topic and includes a lot of things. In 2021 behavioral analytics will become the hottest commodity. If you want more traffic then you have to work harder to close the gaps in revenue and demonstrate ROI. you must have to focus on the customer analytics of your site which shows you audience growth on your site and from different sources. You can use google analytics and there are few other paid tools also available. You have to focus on customer analytics as it helps you to know more about your customer interest. After noticing you have to serve according to the demand of your readers. To grow the reach of your site you must have to use social media. After using social media you will get to see a huge increment in customer analytics. 

The next thing is that you just have to focus on the niche of the site. We all know that niche is the major part of our site as all information will be related to it. People will also follow your site if they are interested in your niche. So you must have to provide the content related to your niche. Because if you are providing content that is not related to your niche then your readers will lose their interest in your site. Every time you should have to provide valuable content and provide lifetime value to all your readers. For this, you have to build trust with your readers by providing great content to them. 

These are a few things that you should have to try with your site. After using all the above points you will get to see a positive increment in the reach and audience of your site. Let us tell you that Google frequently changes its algorithm by introducing effective and useful techniques for their customers. So you must have updated with the SEO trends and keep going with the trend as well. 

Outsourcing SEO vs DIY SEO – Which Is Right for Your Business

Outsourcing SEO vs DIY SEO

SEO i.e. the technique to drive organic traffic for your website is valuable for any online business. But this does have a cost associated with it. If you are planning to outsource SEO work or do it in-house on your own, it will need a lot of money, time, or a combination of both. After that, you can expect high-converting traffic on your website.

If you have a small business or you are a marketing manager of a startup then you might be skeptical about spending money on outsourcing SEO work. Rather most small businesses think that DIY is the best alternative for SEO purposes. But is that the right approach? While most businesses think that hiring an expert for SEO is the best way to save time and get quicker results. But is it reliable? Let us find out.

Before we move on to decide whether to outsource SEO or do it in-house, let us first understand the concept of each term and look at its pros and cons.

What is the term “ SEO Outsourcing” concerning marketing?

The process of outsourcing in SEO is the method of hiring an agency or a contractor i.e. freelancer to manage the SEO of your website. This includes managing your on-page and off-page organic traffic. It includes tasks such as generating and planning as well as execution of SEO strategies, link building, content marketing, local SEO, digital PR, and even web design. 

With outsourcing, you can take advantage of the agency or freelancer’s expertise and it can save time and cost too. This is a better option if you are hiring an SEO expert in-house because salary and benefits would cost you more. But if you are considering DIY then outsourcing would be costlier. 

With outsourcing, you can get access to the strengths of a team that will cater to your SEO needs. This is true if you are hiring a reputed agency or a team of freelancers. A team will have different experts for different needs of SEO such as PPC professionals, content marketers, graphic and UX designers, website developers, and SEO strategists. 

Pros of Outsourcing SEO

Efficient and Faster Results

Outsourcing will allow you to take help from the SEO specialists who are dividing their tasks and producing the results more efficiently and quickly. If you want to achieve your goal then you can try outsourcing your SEO campaign to a digital marketing agency.

With the help of the digital marketing company, the SEO campaign is having a better chance of producing positive results. It is much quicker than accomplishing the task alone. If that is the case then you should hire the SEO company.

Focus on Other Tasks

Digital marketing campaigns are not exclusive to SEO. There are other aspects of a digital marketing campaign like content marketing and social media. Fortunately, outsourcing the SEO service can give you more freedom to focus on other tasks.

Your SEO specialist will monitor and handle your campaigns while you will be able to evaluate the results and be able to come up with better strategies for the future.

Cons of Outsourcing SEO


Most people are afraid of outsourcing the SEO service because of the cost related to it.

Although all the SEO agencies are offering different prices the cost of outsourcing is mostly very expensive. Because of this most people are looking for a cheaper alternative.

Before you finalize on outsourcing the SEO service, first set your budget. The price of the SEO service mostly depends on how much you can take up digital marketing. To find out the company which is offering affordable services and it should match with your budget.

No Guarantee

Of course, there are always chances of improving the SEO rankings when you are outsourcing your SEO. But the main problem is they are not giving any guarantee of increasing your rankings on search engine results pages. But the chances of higher ranking are much higher as compared to SEO service which is done by you alone. So always keep this point in your mind. 

What is DIY SEO?

DIY SEO is doing SEO on yourself. it is common in small businesses. For medium-sized and big businesses, they may opt to hire an in-house SEO expert for their website SEO. This staff will be responsible for creating and executing their strategy of SEO. He will also be handling other marketing tasks of the business. The SEO professional might be the business owner himself in the case of DIY or a person or team that is hired on a salary basis.

The expert that you are opting for will work in your premises in this case and will understand your business processes and goals in a close manner. The member will thereby have a better understanding of your SEO needs and can make suitable changes to your marketing campaigns, product/service offerings, and the website too. 

But hiring someone in-house can be more expensive and one person might not have complete experience and expertise in all aspects of SEO. Also if you try DIY then you might have to first learn SEO on your own before implementing. This might take up a lot of time that small businesses and startups might not have as you would be handling other business tasks too. 

Pros of opting for DIY SEO: 

  1. Save money: most owners of small businesses opt to save money by learning SEO on their own. If you are low on budget then doing SEO on your own can be the best choice for you. It is cheaper to do SEO by yourself as compared to outsourcing the work to a freelancer or other agency providing digital marketing services. 
  2. The experience about SEO firsthand: initially you might find the concepts of SEO to be a bit complicated, but once you get in the flow then you can understand the techniques of SEO quite simply. The more you work on your digital marketing campaigns, the more you can implement it for the benefit of your business.

Cons of opting for DIY SEO:

  1. Time-consuming: the thing that most start-up and small business owners lack is the time to handle multiple activities simultaneously. DIY SEO comes with a lot of time-consuming responsibilities, especially during the initial phases. Because at that time you have to learn and implement SEO together. This can be an exhaustive task especially if you are not having any professional assistance. In that case, hiring an expert for the job can be the best alternative.
  2. A steep curve of learning: most business owners opt to hire an agency or freelancer for their SEO needs because these experts are always updated about the new trends in the SEO industry. Learning new trends of SEO on your own can be highly challenging for an individual, especially if you are new to IT. You might understand the basics easily but more advanced techniques would be difficult to implement and understand. 

To outsource or not to outsource:

We have addressed the pros and cons of each type of SEO i.e. outsourced and DIY. Now the question arises, which one should be preferred for our business. The best alternative is to do your research well and outsource your SEO work to a reputed agency that fits your budget constraints. 

The choice greatly depends upon your needs, goals, and budget. You should consider your skills in IT and search engine optimization services and your willingness and capacity to learn as well. 

Usually, one person cannot handle all management, marketing, and development tasks. So you should be ready to partner with an agency or team that understands your business needs and can use their expertise to provide you the best SEO results. Before you opt for DIY it is always advisable to consult a reputed digital marketing agency to understand their service offerings and pricing plans. 

After consulting them you can understand the benefits that a professional can offer. Every digital marketing expert and agency is different from each other. Do your research well and finalize a company that has a similar outlook, mindset, and business goals to your brand. Doing SEO on your own is a good idea, but you need to make sure that you will be able to devote enough time and take on the difficulties and challenges that will come on your way ahead. 

You should be ready to give numerous hours to learn and stay updated about SEO, PPC, web design, and similar stuff while you are doing SEO on your own. DIY SEO can teach you hundreds of things on your way ahead but you need to put in the efforts. Who knows you can soon become an SEO specialist in the future. 

Finally, the choice is entirely yours. Before you plunge into any decision, it is wise to consider the available choices in the market and set your budget, analyze your skills and knowledge of search engine optimization. While DIY and an in-house SEO expert will provide you better control over your budget and SEO strategy, outsourcing will give you a strong SEO partner that will work according to the latest SEO trends. 

The last point to consider here is whether you are looking to have SEO services regularly or is it a one-time requirement.

Ongoing SEO services:

SEO needs to be an ongoing process. If you stop working on your SEO then your website page ranking will eventually decline and it will impact your organic traffic. Some businesses need ongoing SEO services and for that purpose hiring an in-house expert might be a better idea. Working with an outside agency, in this case, has several risks, because the staff might change, the company policies, etc might change. But if you are holding a long-term contract with the SEO agency with strong cancellation policies then this might be avoided. 

On-going SEO services that can be outsourced would include link-building, content marketing, technical and on-page SEO, digital PR, article posting, and local SEO. This will help to reach your business goals and drive organic traffic to your website. This is very important if your business is in a highly competitive industry. 

One-time SEO project:

If you are planning to do SEO on your own, it is better to outsource it initially just for a start-up push. In this case, the SEO strategy will be set up and the agency to whom you will outsource the work would manage the content, web design, and development issues of your website to make it SEO friendly. Once the SEO is all set up then you can handle the marketing process i.e. SEO on your own and take help for some tasks if required. This will save on cost and time too.

If you are not comfortable with technical SEO or writing content for your website then you can outsource the task of a one-time audit of SEO for your website and then work accordingly. The digital marketing experts can handle the work for you for a month or two and then when everything is set up you can take over. By taking a few help sessions with an expert you can work on the areas that you are not strong at and get SEO done faster and efficiently.  

But before you choose to outsource your SEO work to a company you should do proper research about the company background, team, and expertise. It is beneficial to choose a local expert that can visit your office regularly for help if required. Also, read the reviews and ratings of the agency before you make a contract. Also, it is important to mention the costs and the package inclusions clearly in the contract that you make with the digital marketing agency. Hidden terms and costs can hurt your website SEO and business growth too. 

Promoting a Website Vs Mobile App: What Marketing Strategy You Should Follow?

Promoting a Website Vs Mobile App

Mobile and website apps fall in the category of marketing and they are not much different from each other. Of course, there are some overlaps and differences which must be known properly and both require unique and constant updates. If you are making use of the same marketing strategy for your app as you do on the site, then you are missing out on some great challenges and benefits. Both app stores and the search engines vary vastly from each other and targeting your strategy becomes easy. It helps in leveraging everything that it has to offer.

Difference between SEO and ASO

SEO is one of the widely known terms standing for Search Engine Optimization which involves the process of optimizing the web page for getting the highest ranking in the search engines. It deals with driving traffic to the site. ASO stands for App Store Optimization and helps in organic downloads in the app and optimizing it can get into higher rankings while searching. And the best thing is that you can use both the strategies for the same thing. Using ASO, you are bound by some kinds of restrictions on the App stores. There are different requirements both in Google Store and Apple Store. The app character has limits and the screenshots must be fitting into particular dimensions only. 

In the case of iOS, the subtitle and the app name can be of only 30 characters each. In the case of Google Store, it can be 50 characters with the short description being 80. There are techniques that perform better than the others and you are not required to produce anything through your mind. When it comes to the listing of results, ASO works far better than SEO. With the app stores, you are bound to get more icons, screenshots, videos, edits, etc. When you are doing a Google search on the Web, you will be getting a list of blue ticks and lots of texts.

Are you using Keywords, right?

You have to be skeptical about the use of keywords, both in-app and web marketing. Nobody is interested in reading texts that have keywords stuffed in it not making any sense and having no value. But in the App store, this is not necessary as it penalizes for the use of unnecessary keywords. While writing the short descriptions, you will be using only one keyword so as to avoid maxing out of the characters. With the App Store, using keywords more than once doesn’t impact the descriptions anyway. There, the app description is not indexable, maintaining the main bulk of the text. In Google Store, the keywords are indexed along with the impact of ASO. The use of relevant keywords with low difficulty is mostly seen in SEO writing.

While the tools for ASO and SEO might vary, the processes are mostly the same. Because the end result turns out to be the same. 

Behavior Impact in case of marketing Strategy

Webs and apps are two different things as the apps are used mostly for all the mobile devices and tablets while web pages are easily accessible on desktops also. This is a mobile using generation where many customers are spending around 4 hours of their time on phones. Many users need an app for tracking before going to the web for making the final purchases. If anyone switches between platforms, the marketing strategy should be such that the single-user avoids making bad customer reviews and requests. The mobile users go extra ways for making it available in the market to the users like push notifications and geo-marketing for boosting marketing traffic. Geo Marketing is used when the users are using geolocation for determining the part of the market strategy.

Many users take advantage of this as well to find out which time of the day more customers are interested or active on their phones. All of these using habits are so important to know if customers love using web applications or app strategies. 

Taking of the marketing funnel

The funnels are different depending on the type of website made available easily to the users vs the apps that are used upon installation. The funnel of the web page is more about curating the ideal journey of the user for reaching the end goal of the conversion. It requires action right from the start like app or web marketing as the funnel also requires action in the later stage.

How do the landing pages differ for both?

The app landing pages and the web landing pages are very different from each other. The landing pages of the apps can’t be changed as their engagement points are fixed. The web landing page allows in determining the points of engagement and minimizing the chosen event. This is in the form of subscribing to a newspaper, filling in the lead form, downloading software, etc. It’s basically the first page where the users are tempted to be attracted to introduce your brand properly and you can see your users valuing your content properly.

In the case of mobile landing pages, it is imperative to keep the copy above the fold. The fold is the text cut off point that you either need to scroll or even click to read more the rest of the text. The app’s desirable texts can be presented only before it is cut off completely.

The mobile landing pages provide a template for placing the text and visuals while the web based on gives more flexibility providing simpler goals. The web landing pages offer a form to fill for buying any product or subscribing to the newsletter. On app pages, the main thing is downloading the apps. But they also aim at increasing the exploration of the web page which the users scroll for reading the screenshots and reading of the long descriptions.

Best Marketing Strategies for promoting mobile app

The total number of users using apps has increased globally to 42 billion which is huge. The marketing strategy used today is completely digital. As the customers and the potential users are online, the presence of the online marketing strategy is bound to stay. Digital marketing is a set of activities followed for accomplishing your goals with the help of an online presence. The main idea of business is to achieve some coveted goals.

1. Leveraging of Machine Learning

Machine learning has turned out to be a game-changer in the app marketing sector with marketing enhancing by procuring the streamlining procedure and unlocking powerful user insights. The advantages are:

  • Data Mining

By investing in data in real-time, it advises you to make some smart choices with machine learning technology enhancing the performance of the business. It also helps in simplifying the marketing process.

  • Keeping customer value

Machine learning is so easy to discover and draws all the users which are important for the business. It considers all your business outcomes and creates the initiatives that are similar users at the upscales finishing all such activities.

  • Personalization

Machine learning helps you in decoding the right messages and coordinating the same giving it to the apt user at the right time. As per the research of Google, 81% of all the leading advertisers think that machine learning is critical in providing a personalized experience.

2. Using of Smart ASO

With more than 180 billion people making use of it, a comprehensive ASO strategy helps in completing the downloads. 

  • Backlinks

It is to see whether these backlinks help in affecting the application ranking on Google Store. Well, the answer is Yes as the backlinks can surely help you in improving all your rankings. This is as per the 2018 ranking plan. 

  • Using of SEO+ASO

Try using the combination of SEO and ASO together and you will be amazed by the wonderful combination that it is. Combine all the store rankings and make use of SEO research for the engineering of the keywords. The data that you get is valuable and this can be utilized even in the ASO strategy.

  • Adding of Title and the subtitle

Combine writing both title and the subtitles for getting higher rankings on the search engines. Appearing of keywords in the app and the meta titles help in leveraging the various keywords for combining them in your application. If you are adding a keyword or meta description to your application, then you have to rehash the same in the keywords field. It put more emphasis on the keywords and the free spaces for adding characters in the fields.

3. Video Marketing

Video marketing always is appealing and leaves a lasting impression on people’s minds. About $1.8 billion is spent on making video marketing as it is helpful in gaining more audience and you will find many following the pattern. Making a promotional video helps in comprehending the manners through which the campaigns can help people. It also helps in putting emphasis on the uniqueness with which the application is run.

There are some additional videos also which are played along with all other promotional videos for running on platforms like YouTube, Facebook, Twitter, etc. It helps in the retargeting of Instagram if it is needed.

Top Website Marketing Strategy for promoting business

1. Pay Per Click Advertising

Through PPC, all the marketers can place the bids for placement of the search engine’s sponsored links using specific keywords and phrases. If the big is higher for any keyword, then the ad will be appearing in the organic search results when the users are typing the keyword in the bar. It is a cost-efficient way and pays only when the clients are clicking on the ads. You can also create remarketing ads for reaching out to the people who have shown an interest in displaying the products and reminding them what they have looked for on the site.

2. Content marketing

This is one of the most effective ways of generating new leads online. It creates infographics, ebooks, guides, blog posts, etc. You can also make use of visual contents like photos and videos for giving people an insight into what they are looking for in the business.

Don’t use your content for sales pitch first and find out various ways for reaching out to the audience and help them learn more about the business. This way you can reach out to the bloggers or reporters, and the more reputable links the business earns, the more powerful the sites tend to be. This ultimately leads to higher ranking results. 

3. Web Design

Many times your website is the first interaction point between business and all the potential customers. This will require you to make the first impression. With great web design, you can reach out to more customers for earning revenue online. With a sleek design, it helps in improving the user experience by making it easy for all the visitors to find information that the customers need.

If you have a well-designed site, people will be spending more time learning about the contents of your business. They will likely become your customers reaching out to be the positive signals to the search engines.

Testing of Mobile Vs App

The important difference between A/B testing for apps and web pages is that the testing of the app is done in the store and not in the app. A/B testing is done on different platforms and if you are wanting a free option for Android, then Google Play experiments turn out to be the best. Test for the graphics and textural assets.


There are so many similarities and differences between marketing websites and mobile apps. But the similarities are higher and they are rising their similarities even more. Mobile and website apps are growing gradually but you have to know the best ways of investing in your mobile app or website. And that will win that can reach a larger audience. And you will win in your business!

On-SERP SEO and Why it Is The Future of SEO


Many people are not aware of what is ON-SERP. But before that, you should understand that what SERP is and how it is linked with SEO. For more clarification, many people may not be aware of SEO as well. So SEO is search engine optimization is a type of method which helps in improving the quality as well as quantity of traffic on websites or any web page. And SERP basically stands for Search Engine Result Pages, we can also say web pages which are served to the people whenever they search online by a search engine, For example, Google.

 So now we get an idea of what SEO and SERP are. Now coming to the main topic which is ON-SERP, is a multi-faceted SEO strategy. This basically always focuses on getting as much real estate within the target Google SERP as possible. It also helps in taking every query of search as a whole rather than optimizing and monitoring a single place. 

How can you use ON-SERP in a better manner for increasing Brand Awareness and CTR?

Whenever a user searches for something they get organic results for catching the user’s attention with the help of paid ads, any type of knowledge panels, featured snippets, and many more like these. If you have any type of integrated Page 1 marketing strategy, then it’s really good. But if not then this is the best time when you can take ownership of all the types of elements present on Page 1, but not like the organic stuff. How can you do that is the main question, with the help of ON-SERP you can achieve this. And follow the below-mentioned points:

The SERP is the most competitive and you have to see many different types of media elements ranking to get better in this. The new elements on Page 1 which is rooted in declining website traffic for top-performing keywords. The organic one is now bumped by many types of Ads, maps, media, elements, and many featured snippets. The most competitive version of SERFs is now zero-click searches, maybe you don’t know about this. So basically it is the answer which is displayed straight on the search results page. 

So how can you use ON-SERP SEO to stay competitive, this helps in the work of optimization of Page 1 entirely. The basic thing is to take up as much as real estate on the page as they help in increasing CTR and then generating organic website traffic. This all will require a paradigm shift for many SEO professionals as it is the best strategy for increasing search appearances. 

The main traffic potential is what you need nowadays, whenever your keyword researches. Always first define your target pages and then start selecting target terms. This is really very important to shift for making a future proof strategy.

Factors for new SERP reality: 

1. First is the search terms

2. Second the monthly search volumes

3. Third is keyword difficulty

4. You can also adapt some efforts to factor in the presence of featured snippets

5. The other media elements present

6. The decreased CTR for the organic results

For now, you can add CTR in your keyword research as well as decision making.

You can also go for some actionable tactics for optimizing the site in competitive SERPs. Now after the above points start boosting your search presence so that you can cover how to take over different types of elements. This involves an increased presence in Ads, knowledge panels, and many more. You can do these tactics for optimization which are mentioned below:

1. Optimization top 10 ranking keyword

2. Optimization for the Google Sitelinks

3. Adding of Schema markup when it is appropriate

4. Next is using and optimizing Google My Business

5. About the run branded PPC ads

6. Optimization of the social media channels for appearing in knowledge panels.

7. Optimization of images 

What are the parts of ON-SERP SEO?

There are various parts which you can find easily, that are:

  • The meta description and the title tags

Meta descriptions are really important to be written on your SERP SEO. There are many features that should be there as it needs to be no longer than the 160 words and it should give a clear value proposition which answers the people’s question. 

  • GMB which stands for Google My Business

You can make them stand out just by including all the relevant information by following these features mentioned below:

– By putting different types of photos, a perfect square-sized logo picture that clearly spells out the brand. So it is basically putting images and videos

– Try to grab knowledge about making a page on Wikipedia for your organization if you don’t have one. So including snapshots from Wikipedia is another point.

– Last is getting more positive business reviews, which helps you to increase your credibility. After this just always monitor and then respond accordingly. If you got negative reviews, then try to reach out to the users to get a better rating by asking where they feel any type of improvement.

  • Using more breadcrumbs 

These are the best tools for navigation which helps the customer to know what is on the site. And also help the user to understand the content of your site in a better way. This feature or say tools always help to enhance user experience. 

  • Use of featured snippets and PAA (people also ask)

If you don’t know what is featured, a snippet is basically the result that appears on the search engine’s organic search results. For the PAA you need to answer some direct questions which include FAQs, structuring your content by just using headers, and then formatting it in the form of lists. 

  • The schema mark-up code

As the name suggests it is a code that helps you to search engines to understand the content on websites. The code gives you a chance to increase your ranking and there are many types of mark-up codes that you can see. And use them in any type of content, articles which consist of images, videos, or products. With the help of this code, you will get more information for your page and this helps to explain it in a better manner. 

  • The use of map pack

If you are looking for local results then the map pack is the best platform to get on Google’s SERPs. To increase SEO you can also embed in many places like in the content of the press releases. 

Why is ON-SERP SEO the future of SEO?

Well to get to know how ON-SERP is the future you may have got the idea from the above information, but to understand in a better way than what is going on you have to go back. Back old days of the search engine like Google used to get some serious threats. And that point of time Yahoo and others were the masters. This makes Google work in a hand in hand position with the help of content creators and play well in the field of digital marketers. In back time people used to put their content on Google and show them as a favour which was really humiliating. They were really trying hard to get creators and businesses and in return, it provides clicks to them. 

So Google was trying to be nice as the creators and others can stop using it for putting content and just apply robots.txt files. But the turning point came when they got around 90% share in the market. This time they become the master, and they experiment to see how powerful they were. They have done many things like putting their logo on their competitor’s search results and many more things. 

So what are the changes?

Changes can be seen more on mobile phones and using featured snippets, structured data, and mark-up which is mentioned in the above paragraphs. Snippets usually show the list of restaurants without clicking on their site and you can easily see the comparison. And through this, you will get an idea of which one is better. Use of videos on the platform like YouTube which has a heavy bias. 

What things can you see easily without clicking?

If you search for a weather forecast at your place and have a query, then you can get help from Google SERP. If you check for flights then Google will show you the cheapest flights it can find at any time you want to get and wherever you want to go. Another topic is sports, on Google this will show you results, tables, and many details according to your preferences. You don’t have to click on them to see as they will show nearly everything that you may want to see. So now if you want to see hotels, it will be quite difficult. you can find many beautiful or notable places or people you want to see or get more knowledge about them. So just scroll down and you will get to know many things through the SERPs by pressing little arrow buttons present there. If you want to know about some famous brands, then you will get plenty of information about nearly every company you want to see. But if you are just doing a simple search then at that point SERPs will help. For searching for different definitions, you can easily check it by just typing it into Google. 

You will get the direct answer without clicking anywhere, which is easy to understand by anyone. About celebrities, many people want to know about their age, famous films, religion, and many more things related. You can also search for many differentiations between anything like what is gain and what is profit. You can also easily translate any language without clicking on any link, and easily understand. With the help of this, you can also take help in currency conversions, and get direct answers for sure. 

Does traditional SEO still make sense?

You may not know about many things as Google has become a monopoly as it collects information or data from various sources and then displays it to the interested user’s preferences. Below mentioned are the factors that how SEO makes sense.

• Firstly, on your devices there are almost 60% questions or queries which lead to a click on organic search results, this happens on your desktop mainly. On your mobile phones, the percentage will come down. 

• Second is the best top 10 pages will appear when you search a particular topic. These top 10 will give you the accurate information that you are looking for. And this information will be on the first page so that the user can be satisfied with the queries. 

• Third factor is that, for example, if a person searches for the types of birds in Google then the person will be more valuable than the person who is just searching for beautiful bird’s photos. He/she will be a valued customer of a pet shop. This helps to come up with the right selection of key phrases. 

• The Last factor is that when you are in the top 10 searches which is an important factor then it is also important as the way in which you do it. This is the time when ON-SERP helps you in the optimization of how the pages should be displayed and especially on the first one in the search results. 

These are some of the factors, but there is one important question too. that it is worth to be displayed in the search results in the position of zero? As the user will get information without clicking. So to solve this problem you need to increase the profitability of gaining organic website traffic with straight answers. There is a requirement to think about this, to select the keywords properly. Apart from this, you have to think about the CTR given words as well, as it gives a simple impression of the words which are used at the end with just a click. 

Reputation Marketing: 7 Tactics to Manage and Protect your Brand


Marketing on social media and online marketing requires a very high level of technique for customer interaction. The interaction means the consumers are easily able to publish the comments, reviews, and complaints about your business and brand. This all will easily show up in the results of the web search and if there is any negativity in it then it will affect a lot to your brand.

This article will provide with the seven tactics from the reputation management and will offer the proactively for protecting the brand reputation online. This will also help in how you will react to the problem when you will face the reputation crisis.

Now marketing has changed in digital and social media channels. Customers are having more control over interacting with the company. Now marketing is not monolithic in which the messages are sent to faceless and nameless customers. Now in digital marketing more individuals are engaging in the conversations.

Keeping this in mind you must do transparent marketing, because as you all hear that people are not buying from the companies, but they are buying from the people.

You will also find the downside in the customer base, because now in the digital world anyone would be able to easily attack your brand and the legitimacy of it. So, it is more important now to monitor and manage your reputation.

Tony Wright who is the CEO of WrightIMC, a marketing communication firm, is having a very interesting view of reputation marketing.

In 2001 on 11th September Wright worked with a very large PR firm and his responsibility was into corporate communication with the marketing department of American Airlines. Immediately after the attacks in the morning, Wright headed to the headquarters of the American Airlines and started to monitor the internet manually for any rumors about his company that were unfounded. 

Since then, the task of protecting and tracking your brand reputation online has considerably changed. For reputation marketing, it is most important to be proactive. If you cannot handle a crisis and do not have planning for it then your brand cannot move on to the top and stay there. If you start doing reputation marketing or crisis handling after the crisis arrives then you are surely too late for it and it will not do you any good.  

Here we bring to you seven simple tactics that will help you to build and manage your brand’s reputation and handle a crisis if it hits your brand publicly. 

1. Keep Control of the Result Pages on the Search Engine 

The search engine page, also known as SERP is a page that appears when any user searches for a specific term on the search engine. The term can be your company name. usually, the SERP would show around 10 results at a time. The goal of your reputation marketing should be to show positive results for your brand on that page. 

These results need not be your web pages. But you will get the link of the three results which would be directly getting a link to your website. For improving the SERP of your brand you need to go out and then find out the positive results and then need to push the links to those results. More fortified you will make the positive results on your SERP, more would be difficult for the piece of the negative information to come in the list of top 10 results. 

Search Engine Optimization

Even if you need and want the positive results from the sites other than your own then you will have to understand the SEO and do everything which can fully optimize the website. You must make sure that the code is formatted properly, and the content is rich in the keyword.

It is not easy for SEO to attain every incoming link from the external sources. Wright is believing that it is separating the men from the boys.

Google Suggest

Google is suggesting that when you are typing in the search box of Google Search. These are the suggestions which have been created from popular searches. The issue of reputation will appear when the brand name is getting tied with the negative search time ex. Rip off.

Wright explains that People always want to know the bad stuff and they will always click on the auto-suggested search button. And when people are doing this then this will reinforce the negative search popularity.

But there is no proven way of combating this issue besides driving a large number of searches which will not include the negative term. Wright is saying that the PR campaign will help in creating the brand but, the negative googles suggest search is very difficult to counteract. But you must always remain aware of this area of reputation management. 

2. Asking Positive Reviews from the Customers

The huge area of the customer online empowerment is the reviews of service and the product. Positive reviews are always great, and people are often motivated for writing reviews about negative opinions and experiences.

He is also adding that every single company no matter how good it is will have someone for writing bad about it at some point in time. And this negative review will not be true. It could come also from your ex-employee, might be somebody having a bad day or someone who is trying to increase their count of reviews.

Wright also asked about How do combat negative reviews. Well, there is no way by which you can stop people from writing something bad about you.

The best way for combating this is to create the strategy for the positive review. Always ask your customer to write positive reviews for your brand. Instruct the salespeople and the frontline employees to ask the satisfied customers to give their reviews online.

Create the Review Portal

It is better to create a review portal on your website rather than requesting them to give their online reviews on different sites. Make this page into your main page navigation and then transfer your customer on this page so that they can give their reviews.

Wright has offered an example of the car dealership client. The dealership is having the service department which is of great marks, but only the unsatisfied customers are leaving the reviews over there. Then the company created the review portal and asked the satisfied customer to leave the positive reviews on their website. 

There are the companies who are also asking about the post-purchase surveys which can be used internally besides asking the reviews from the customers. In this way, you will get the customer feedback, and this will also help in creating more and positive reviews for your brand online.

3. Dealing with Customer Complaints

It is always advisable not to get in an argument with the customer online. It is like fighting the battle in the territory which is not yours. And in this case, you will sound defensive.

Go on a platform like a radio when very limited people are calling, and thousands are listening. When someone is putting the complaint or griping about the company online then you should handle that properly as loss of the people are watching you as to how you are handling the situation.

Below are some of the ways by which you can handle most of the online complaints

  • Don’t admit the guilt
  • Always open the conversation with I am sorry that you are facing this problem
  • Try to take the response online
  • Do this by writing as, please give me your email address or phone number.
  • Never air your dirty laundry in social media

If you get the complaints on Twitter, then ask the person to follow you so that you can send them a direct message

When you get to face a very combative personality who is continuing the interaction in the public only then this will create more negative content about your brand in the search engines.

If the problem is very simple and easy to solve, or if you are providing the information then always go ahead and handle the situation publicly.

For the complaints which are taking offline, try to find out the issue. Sometimes you might have to deal with people who are not happy. But if there is a real issue then always try to solve the problem.

As a good thumb rule, always solve the problem offline not more than three times. If the person is not ready to accept your offer and continuously posts the negative content about your brand, then you start looking like a reasonable party, and the negative impact of the complaint is diffused.

People are having megaphone on steroids and it is known as social media.

Monitor your brand

The way of tracking down the online complaints regularly is to monitor the brand through free tools like Google Alerts. Also, there are various paid solutions available with more features.

This is not something that will break the bank, but it is something which is having the potential to save your business. 

Rules have Changed

The reason for the change in the rule is because now content is consumer-generated. In previous days on the message boards, it is not advisable to respond to the complaints on the same forum where it is happening as it will flood the negative comments about the company. 

Now in the social media digital world, you can directly address the complaining customer and then quickly move them to the offline conversation.

4. Sometimes it is Best to just tie-up with the CEO 

The crisis to the CEO might not be the real crisis for the business. Which the C-suite seems to be a crisis might not be a real problem. This is because when the CEO is investing in getting customer reviews then they expect to get all positive reviews only. Even a mix of 30% negative and 70% positive reviews is a good thing for the company.

This is because 30% of people are also not so bad customers like the C-suite thinks they are. If you survey outsiders of the company about negative reviews of your company, they will say that few negative reviews are completely neutral, but if you as the employees of your company then they will start being a lot more defensive. So the bottom line here is not to overreact to few neutral or negative reviews about your business or brand. This is because they will not have a huge negative impact. So do not try to be overly defensive.

5. Do not be too Afraid to ask for help

It is quite easy to lose your brand reputation, and this can be done by reacting too late to solve the issues associated with your brand. If you find a crisis that is occurring, you should look out for someone competent in your company or outside it to solve the issue of the crisis on priority. 

It is important to get immediate help if the crisis or issue is appearing in the SERP results. 

Because over here the reputation problems can cause a lot of damage. Those businesses that are not a common name are at a higher risk for negative results on SERP. With the help of proactive reputation management, you can avoid or solve these crisis issues. You cannot do any calculation of ROI that you spend on being proactive. But if you do not save your brand reputation proactively then you might lose a lot of money and face the crisis. 

6. Define Success or your Least Bad Outcome

How should you handle a reputation crisis? You should look out for success in it. Your success, in this case, would be to get the negative item out of your SERPs, keep your news coverage to be neutral and change the overview of your reviews to be positive as compared to negative. 

7. Pick up your Pieces and Try to Avoid your Problem Again

After your business faces a crisis then you should check out about what happened, how it can be prevented, and how it affected and how it will affect in the future? By answering these simple questions you can prevent such crises from appearing again for your business.