Archive for the ‘Search Engine Optimisation’ Category

May
13

Psychology and SEO – Its role and importance in 2020

Posted by Varun Sharma on May 13, 2020
In my career since 2004, I have read many books. My favourite is the “The Art of SEO” all editions. Directly or indirectly, all articles and books have some similarity i.e. they talk about role of human mind and behaviour in the list of SEO activities.

Recently, I also started reading “A textbook on General Phycology” to explore more on the topic of psychology and get an in-depth knowledge.

However, I would lay my emphasis on below 4 pointers that relates to the importance of SEO and Psychology in 2020:

  1. Keyword Research and Searcher Psychology
  2. Creation of content and human Psychology
  3. Link Building and Psychology
  4. Website architecture and audience behaviour

Keyword Research – Understanding the searcher psychology:

In 2020, we are in a world, where voice searches and AI have started gaining their share and importance. The record sales of Alexa and Google assistant proves the same.

Considering that, the short term phrases which were used by human has been replaced by long term queries.

Example: A person looking for a pizza shop in 2004 in Manhattan, New York – Would have simply typed on Google.com “Pizza Manhattan” whereas in 2020 the human mind with the growth of technology and AI would have searched or spoken to Siri “Best pizza restaurants near me with 5 star rating”.

This clearly shows how human psychology and searcher intent has evolved over the time with the growth of technology in terms of keyword interpretation and research.

What is the best strategy for keyword research in 2020?

We have one of the best tools like SEM Rush and Answer the Public for researching or spying on competitors.

However, if I have to talk about psychology and list one particular strategy that stands out for me then it will be using “Google Auto Complete” feature to get best maximum number of keywords based on searchers intent.

The process is simple: For example, if I have to search for possible search phrases that have been searched for my targeted term or niche i.e. “Plumbers in Manhattan”

  1. I would simple type in Google search “Plumbers in Manhattan” as below:The screenshot showcases the auto complete listing of keywords:

    How to use Google Autocomplete

    2. You can further elaborate by using “A-Z” combinations in front, middle and Back of the keywords to get a possible list of best keywords for the niche.

Crafting a story that is rich in keyword topics and covers your targeted audience sentiments:

In order, to make your website content stand out:

  1. You need something that can touch the right sentiment of the audience. In our in-house experiments at KVR Web Tech, we are using Google AI and sentiment analysis tool. The tool help us to get good insights VS competitors content and thus improvise.2. You need perfect amalgamation of selecting the right keywords and topics.

Example: Business selling insurance to Sole traders in Australia.

In order, to have a perfect list of topics that should be covered in the content, simply again used “Google auto complete” feature and make a list. Review, what type of topics are being covered. See below snapshot:

Google Autocomplete

It clearly shows that I have to incorporate topic about cost, cover, comparisons and talk about sole trader cleaners, contractor and consultants.

Again, you can run different set of combinations to get a list of topics.

3. Researching on top competitors – Yes, what is their winning formula. Try to get an idea of how the top 3 competitors on search are drafting their content and how you can be unique in your own story and idea.

Important tip: For uniqueness, Gather stats and conduct surveys on relevant forums, groups on FB which covers your targeted audience to get high level data and convert that into statistical data.

4. Trending Data – Incorporating the trends in your story will surely help to stand out and gain exposure. We use “Buzz Sumo” to find relevant trending stories, sort them out and make a list of what will entice a reaction among our targeted audience.

Understanding the psychology, developing relations and garnering links

Link building psychology

In 2004, when I started my link building career, we use to send emails for outreach, have conversations and then after developing a bond exchange links.

It was a clear process that had emotions and one loved to follow the process and get success that could last long from SEO prospective.

However, in later stages link building was bombarded by commercialization and paid schemes, which resulted in link farms and slowly Google and reliable website owners changed their outlook towards the same.

So let’s talk about 2020, the things have changed so have the strategies. We are somehow getting back to where we had once started.

Influencer Outreaching is not that simple now days. If you want to outreach a strong influencer in your field, you need to study them, understand them and then win your race towards getting a brand mention for your website. Below are some point that can help:

  • Follower Wonk, is a tool that you can use to get a list of top influencers.
  • Study them by reviewing their social profiles. Create a list of their like and dislikes.
  • Prepare an outreach pitch on an email that can get a reaction on the first go!
  • Generate a conversation by using your pitch elements i.e. “list of likes” and make sure you stay away from the “dislike list”
  • Provide a free giveaway if your business supports the model

Understanding the visitor behaviour and changing the website architecture:

SEO human psychology

I like Neil and had a great interview session with him. I believe he has contributed a lot towards our field of SEO. One of his contributions that I have been using since so many years is “Crazy Egg”. The tool we use to understand how the audience react to the various elements on our website.

The basic purpose is to:

  • View and analyse, if we have the placed all the elements correctly i.e. Call to action, images content and videos
  • View and analyse, A/B testing of which colour suits my audience in the best particular way.

Understanding your audience behaviour and improvising on the design is a must, if you have to win the race of getting quality conversion from your qualified organic traffic.

In a short summary, the above all topics can have their own articles. I have tried my level best to give you an overview and will keep posting more extensive information on the same.

May
01

5 steps to effective local marketing for small business owners in 2020

Posted by Varun Sharma on May 1, 2020
Are you having a local business and struggling to get an online presence?

Sad Small Business Owner


The below 5 pointers are the key to success. It will really help you to layout a plan and then strategize your local marketing efforts on the path to success.

  • Management of Local Listing and Local Directories
  • Local Search Engine Optimization
  • Creation of Landing Pages tailored towards your audience
  • Online reputation management
  • Paid ads and Social Media Presence

Now let us dig deeper to get more insights on the above points.

Steps to manage your local citations and business directories for local marketing:

  1. The foremost step is to set up your Google My Business account. The set up and verification process is easy. You will need a valid address, phone number and a registered business name. To validate the same, Google will send a postcard which will contain a 5 digit code. You will receive the same on your provided registered address.

  2. Once the Google My Business account is active, you need to know the meaning of the term NAP. Name, Address and Place (Location address). The NAP has to be consistent wherever you register your business in the 3rd step.

  3. Research now starts, search for local business directories or citations in your area. Make sure, you are registered with high authority and reputed websites.

Example – For US owners Yelp has been the most effective business directory and similarly for India Just Dial has been performing very well.

You can also be specific to your niche. For example, for home improvement owners and interior designers website like houzz has been doing really good.

How to find directories in your local area?
You can use the below search parameters on the search engine to find directories, I am going to use an example of an Electrician looking for directories in New York.

For Industry specific directories use below operators:

  • “Industry” directory – Example “Electrician” directory
  • “Industry” inurl:directory: – Example “Electrician” inurl:directory
  • “Industry” intitle:directory – Example “Electrician” intitle:directory
  • “Industry” inurl:links – Example “Electrician” inurl:links
  • intitle:industry inurl:directory – intitle:electrician inurl:directory
  • related:industry inurl:directory – related:electrician inurl:directory

For Location specific directories use below operators:

  • “City” intitle:directory – Example “new York” intitle:directory
  • “City” inurl:directory – Example “New York” inurl:directory
  • “City industry” intitle:directory – Example “New York” intitle:directory
  • “City directory” intitle:industry – Example “New York directory” intitle:electrician

Other important links are below, which may be of help as they are listing some Top directories:

https://www.searchenginejournal.com/web-directories-list/287799/#close

https://blog.hubspot.com/blog/tabid/6307/bid/10322/the-ultimate-list-50-local-business-directories.aspx

https://www.brightlocal.com/resources/top-local-citations-by-business-category/

Note: The 2 points here is to understand that relevancy to your business and location is a necessity with usage of same NAP that you have used in your GMB account in 1st step.

  1. Now once you are listed in the business directories, it is time to manage all listings. There are 2 ways of doing the same.

Considering the budget involved you can use tools like bright local and yext to manage the listing in different countries. These tools run automatic scans on all listings and will provide you deep insights on errors and rectification under a single dashboard. However, there is a cost involved as they offer different packages.

Another way, is too do it manually i.e. maintain a list in an excel file and give it a review once a month. 

How to use local SEO to boost your local marketing efforts?

Local SEO



Search engine optimization of your local business is a must, if you want to excel in your business and stay in front of your competitors.

We are going to divide this into three topics:

  1. On-page local SEOThis part of SEO deals with the optimization of your local website. It lay emphasis on optimizing your localized website pages with targeted location based keywords, having localized content that serve your users and making use of local schema and other applicable structured data to stand apart in search results.
  2. OffPage Local SEOGetting local awareness through communicating with local bloggers and raising brand awareness via directories, events, sponsorships will help in getting high authority links and votes towards your website, thus helping in keyword rankings and organic traffic from search engines.
  3. Update CitationsKeep your GMB and local business citations updated with latest videos and images. Make sure you use all features of these websites to maximum potential. For example: GMB itself allows you to post description, hours, appointment url etc to your account that can be big conversion factors for your audience.

Creation of Landing Pages tailored towards your audience:

You have got traffic, your marketing strategy to get qualified traffic is working well.
However, a website landing page which does not solve its purpose of conversion of qualified traffic, will result in a dead end and a waste of investment in terms of both time and money.

So, It is very important that the website landing pages should talk to customer in their language.

Below are some of the pointers that you can keep in mind while creating a landing page for your local business:

  1. Make your content localized to the best possible extent i.e. use images that speak to local customers, add content and location based keywords that your audience can easily relate to and make sure you describe your marketing pitch clearly.
  2. Make use of local reviews, accreditations to gain trust of the user. Remember, Trust is an important factor of conversion. You can embed reviews from GMB and other profiles.
  3. Appropriate use of CTA (Call to Action) buttons for conversion. Track your forms, phone number and email using Google Analytic. Set up Goals, monitor conversion path and then improvise on the landing page elements.
  4. Videos speak larger than words, make use of videos in order to gain attention of your local audience. It can be a customer review or a marketing pitch video by the owner or his team itself.
  5. Make sure the page loading speed and the mobile user experience is good.

Online Reputation Management – Handling reviews and Brand Reputation for local marketing

Online Reputation Management



Customer service does not only cater to getting positive reviews but also replying to the negative feedback of your customer.

Remember, all accounts and business profiles including GMB are open to reviews that can be posted from your customers.

The below points will help you to streamline your business goals and acquire a positive word of mouth for your brand:

  1. Make sure you check all the portals, social media websites and business profiles where your business is listed and reply to all negative and positive reviews., this authenticates that you are a responsible business owner.
  2. Encourage your customers to post reviews to your social media and GMB account. More positive reviews will help you outrank your competitors in terms of brand awareness and expertise.
  3. If you are running a local store, shop or restaurant then incentivize your local employees to ask for reviews in store.

Using Google Paid Ads and Social Media for Conversions and Brand Awareness in local marketing:

Paid ads is a tool which can not only help you in getting instant conversions but also in making enhancements in your business strategies as per your buyer reactions.

If you have a budget and I would surely suggest you to initiate with a trail to understand the local market and business demands.

Based on your goals, you can use Google Ads for Local Businesses to target Google search. It is an easy to use tool, where you can set your daily and monthly budget and will be charged only if someone clicks on your ads. The interface allows you to track conversion and even give you the entire data and suggestions for conversions.

In some part of countries, especially US “Google Guarantee Ads” are really helping local businesses to stand out. You can read about more information here

Another parallel strategy that you can club with Google ads for brand awareness is posting on Facebook, Instagram or Pinterest, whatever suits your business needs and interests. Below are some important points that you can incorporate in your social media strategy:

  • Have a Facebook Business page, Instagram account that have all required business information.
  • Post regularly on the selected mediums – Have a post schedule and set up a calendar. You can experiment for time and days based on audience reaction.
  • Boost your website content, reviews on these channels. Yes, you can use a little paid budget to grow your targeted reach. Facebook and all other channels has a sophisticated ad manager that can help you to circulate your brand voice to your selected niche of audience.

Note: Other than this, there are other channels that can be good from lead prospective. For example Yelp in US, Justdial in India and Houzz for home improvement businesses all are open for paid ads and can get you some good lead prospects.

Conclusion:

The above insights will surely be of great use if it is targeted correctly. You need to be innovative and have a fast approach in order to succeed in this ever evolving competitive world.