EBriks Infotech-A Proffesional SEO company: April 2013

Monday 15 April 2013

Will Google's Proposed Search Fixes End EU Antitrust Case?

Google has submitted proposals to address European Union (EU) concerns that the company, which owns a dominating 90 percent of the search market in Europe, is guilty of discriminating against rivals, Bloomberg reported.
The search giant hopes the concessions will put an end to the EU's two-year long antitrust probe. By committing to a group of fixes, Google aims to avoid paying out a massive EU fine and facing greater legal action.
Google's concessions will now reportedly be adopted into a "market test" where Google competitors can offer feedback on the fixes. EU Competition Commissioner Joaquin Almunia didn't offer a detailed account of what sort of concessions Google has agreed to.
The antitrust case goes back to late 2010. Google competitors have repeatedly accused the firm of owning a vertical search monopoly. Competitors say that Google manipulates its results by heavily featuring its own products and services.
Companies known to have complained to the EU include Microsoft. The firm remains one of Google's main search competitors. Microsoft's search engine Bing has owned a small margin of the search market.
The U.S. Federal Trade Commission closed its 19-month search antitrust probe earlier this year after deciding that Google's demotion of competing websites was justifiable.
Google has been barraged with legal complaints over the years. Most recently, the EU has questioned whether Googles's unified privacy policy is legal, and was sued by Foundem, which has been working with Microsoft and the FairSearch players, for anti-competitive conduct.

This article was originally published on V3.

Harnessing the $9+ Billion Social and Mobile Ad Potential
In partnership with Moontoast, ClickZ presents the "Ultimate Guide to Social Rich Media Advertising". Social rich media advertising offers a one-of-a-kind opportunity for brands and agencies to target consumers with interests that match the virtues and values of their products. Download your free guide today!

Reference:-http://searchenginewatch.com/article/2261208/Will-Googles-Proposed-Search-Fixes-End-EU-Antitrust-Case

EBRIKS INFOTECH:-SEO COMPANY INDIA

How Will Google Glass Change Internet Marketing?

For all the hype about Google Glass, not much has been said about how it's going to change Internet marketing.
Could it be that for all our gadget drool, we're overlooking what could be the biggest Internet marketing explosion of the decade? Or will Google Glass even make a ripple in online marketing?
Let's look at some possible outcomes, lay out the facts, and propose some ways you can be ready for the rollout of Google Glass, and the impact it will have on the Internet marketing world.

Possible Outcomes

For the best perspective on this question, it's best to take a step back and consider Google's marketing strategy. Obviously, Google isn't going to divulge whatever marketing secrets they have for their tricked-out glasses. The nearly-$1,500 price tag is a sign that they're not giving them away for free.
But isn't there more to it than just selling glasses? How might Google capitalize on Google Glass beyond the first wave of sales?
It's a tricky question for several reasons.
Google Glass is unlike anything that Google has done before. Come to think of it, it's unlike anything that anyone has ever done. Humankind is treading into an area of vague outcomes.
There is so much potential for Google Glass that it's hard to get our head around all the possibilities.
There are a few options.

Google has no bigger marketing plans. It's just a cool gadget. It's just technology. Let's take Google at their word and believe the Google rep who said, "We're more interested in making the hardware available, [than advertising on it]." That would be nice. Google may not be completely altruistic, but they may indeed have a pure desire to advance technology in the world today.
Google Glass will fizzle and die. Some people seem to think we've reached the utopia of technology: "Sooner or later [Google Glass] will become a staple in our daily lives," writes one zealous technophile. Then again, maybe not. Forbes contributor Rob Asghar pessimistically prognosticates, "Google Glass seems a longshot to endure past the early fascination of the early adopters." Maybe the Glass will join the Google graveyard alongside Google Reader, Buzz, and iGoogle.
Google will use it for advertising. "At the moment, there are no plans for advertising on this device," said Babak Parviz, lead engineer on the Google Glass project. Operative word: now. Babak said so in a December 2012 interview. Thus, there might be some future chance at advertising revenue. Todd Wasserman at Mashable has suggested that Google Glass will provide coupon offers, personalized ads, and gamification¬ – in other words, advertising on spectacle steroids.
Google is going into gaming, or something else entirely. During the interview cited above, Babak spoke opaquely of "augmented reality." Augmented reality is the realm of gaming. Though Google isn't exactly known for their games, maybe they're trying to edge into the market with augmented reality hardware. This, however, is unlikely. Perhaps when the API comes out and Google releases developer kits, then the gamers will jump in and have their heyday. But augmented reality glasses aren't just the domain of gamers. Those who are itching to get a pair of glasses are excited about using them as politicians, adventurers, farmers, performers, service personnel, military, medical professionals, and nearly every other field of labor known to humankind. Just like we can all think of some way to make a smartphone useful to anyone, so we can imagine that Google Glass will have a similar impact.

Maybe Google is just innovating the future again. As Babak plainly stated, "We constantly try out new ideas of how this platform can be used. There's a lot of experimentation going on at all times in Google."
And maybe that's the whole point. It's not like Google has exactly cashed in on unmanned cars (yet). It's probably safest to predict nothing, while still expecting the technology to shift and shape our world.
Such shifting and shaping is unpredictable. Consider this. You're wearing your Google Glasses, riding the subway downtown with friends. You say the words "hungry" and "dinner," and your Google Glasses inform you that Molinari Delicatessen is a few minutes away at the Broadway & Grant Avenue station. Plus you get a free drink for just checking in on Foursquare. Is that advertising? Is that an invasion of privacy? Weren't you just talking with friends?
Things can get a little blurry.

3 Back-to-Reality Facts

Prophesying aside, what do we actually know about Google Glass? Is there anything that we are confident will happen? There are at least three.
At-a-Glance Search Results
Forget having information at your fingertips. With Google Glass, you've got it at a glance, quite literally. Google Glass responds to voice commands and queries, meaning that users can easily gain results for questions about nearby restaurants or other local establishments. This would provide very little new in terms of search results, but would instead provide a different interface for results, and perhaps more instantaneous searching while on the go.
Location-Specific Searches
The technology of Google Glass will make it possible to look at a restaurant, check out their rankings, view their menu, find out if there is seating, and maybe even snag a coupon code, all the while dawdling on the sidewalk out front. Google Glass is primed for on-the-spot activity. There's no hidden agenda here. Google proudly announces that their spectacles will provide "directions right in front of you" for driving, walking, or just knocking about town.
More Social Interactivity
Google Glass will play directly into social networking. One of the main features of the device is taking pictures and videos, and sharing them. Such sharing will provide instant marketing, negative or positive, for whatever establishment or event the user is at. Social reviews will also register on search results, giving users a better perspective on whether they want to patronize a certain business establishment.

Get Ready for Google Glass: A Strategy

If you read this article expecting to get to the Google Glass gold rush early, you might be disappointed. There's not exactly a gold rush going on. Nevertheless, there is some rock-solid advice for how to posture yourself and your business for the unleashing of Google Glass.

Stick close to Google. It pays to keep your ear to the ground about Google trends and developments. What happens in the Googleplex is crucial to your marketing future. As much as we may dislike it, we rely on Google for a lot. When they flinch, we scramble. That's all there is to it.
Keep your Google+ profile robust and active. One obvious trend that will impact all things search related is Google+, along with authorship and Author Rank. Stay plugged in to it. Google+/Local results will be immediately accessible to Google Glass, meaning that you want to get in on those searches.
If you're a local company, focus in on local search results and social media. Google Glass is a geospecific marketing tool. Don't get left behind. Furthermore, there is talk of other social sites like Twitter amping up their efforts to get in on the Google Glass action.

Google Glass is going to be here in just a few months. Don't expect a tsunami of change all at once. Instead, wait, watch, and listen. Google Glass will probably stick around for a while. Somehow, some way, Google Glass and Internet marketing are going to meet up for a magical connection. You want to be ready.

Harnessing the $9+ Billion Social and Mobile Ad Potential
In partnership with Moontoast, ClickZ presents the "Ultimate Guide to Social Rich Media Advertising". Social rich media advertising offers a one-of-a-kind opportunity for brands and agencies to target consumers with interests that match the virtues and values of their products. Download your free guide today!

Reference:-http://searchenginewatch.com/article/2261321/How-Will-Google-Glass-Change-Internet-Marketing

EBRIKS INFOTECH:-SEO FIRMS INDIA

How to Be a Marketing Leader: Make Everyone Around You Better

While I was scrambling to finish some last-minute handover items during my last day in the office before heading on vacation, I remembered a saying we had in the army: "A good commander is tested in his absence."
Basically, this mantra forces you to ask yourself if you've prepared your team well enough to keep everything running smoothly even when you aren't there. Did you train them well enough to trust them to do their work even when you aren't hovering over their shoulder to make sure that every detail is in place?
This is a question that every manager should ask, and it touches on one of the core elements of management: coaching. It's the ability to make the people around you better because it makes the entire organization better.
Whether you're managing a marketing team, a company, or an agency, the only way to truly succeed (and scale) is to make sure you empower your team enough to do the job – even in your absence.
One of the ways to do that is to use any opportunity to analyze their performance in executing the tasks you assigned to them. If you look close enough, there are multiple opportunities like that every day.

Finding Coaching Opportunities

For example, let's say that you run an SEO agency and one of your basic services is on-page SEO analysis. Since it's a relatively simple and somewhat repetitive task, you assign it to one of your junior account managers. You show him how to use the software to get the information about the page, how to create the report and how to send it to the client.
A week later you get an angry call from one of your new clients telling you that his ranking on one of the keywords dropped from position 15 to "off-the-grid." He blames your on-page recommendations for that drop.
After you talk your client off the cliff, you take a closer look at the report your junior manager created. You notice that he highlighted an issue with the client's URL structure and the fact that the URLs don't include any of the target keywords. He recommended changing the URLs to include the target keywords, and the client, following these instructions, immediately changed the URLs without any redirect work to ensure that links to the old URL continue sending visitors to the right page.

Who's to Blame?

You can obviously blame your account manager – or even fire him if you want to be extreme. You can blame the client. And you can blame yourself.
But is it really about blame? Wouldn't it be better to leverage this opportunity to learn something about your operation and teach your account manager something that will make him better?
blame-dilbert

Performance Analysis Framework

The following framework simple but extremely powerful in identifying the actual gaps in performance and providing simple direction on how to solve these gaps and drive for improvements.
The concept is simple: you identify the gaps between what happened and what was supposed to happen by comparing them step by step. You then categorize and prioritize the gaps and outline the simple ways to mitigate them in the future.
The trick in this framework is to start by accurately framing the event you want to analyze. This will be important to keep the scope of the analysis within reason and also to avoid confusion in terms of the sequence of events.
You should also stick to comparing only factual events with the plan and ignore subjective "non-events" like what the person thought, felt, or was planning to do. Those would come at a later point.
Example:

Event: Client changed URLs to include target keywords without following a redirect plan.
Time frame: From the time the report was conducted and delivered to the client, to the time the client changed the URLs.

Categorizing and Prioritizing Gaps

There are three categories of performance gaps:

Knowledge
Execution
Philosophy/concept

Gaps in knowledge are simple to fix. They just require teaching or developing that knowledge. For example, if the account manager doesn't know what a redirect plan is, you need to make sure that you teach him or that you direct him to where he can learn about it.
Gaps in execution might be a little harder to solve, but most of the time the solution is practice.
For example, when analyzing why a recommendation for a redirect plan wasn't given, you might discover that a plan was actually outlined but was poorly communicated. This means that you need to work with your account manager on his presentation and/or communication skills. The best solution for that would be to have him practice multiple times in front of you and your colleague before you let him present on his own to a client. You might also realize that the execution gap is so severed that he shouldn't be presenting to clients at all.
Gaps in philosophy/concept are the hardest to solve. Those are basic disagreements on the philosophy or the core concept of a plan or best practice.
For example, you might discover that your account manager doesn't believe in a redirect plan as a good solution and he prefers to take the ranking hit and rebuild the core authority of the page without doing any redirects. The only way to solve these types of gaps is to convince him otherwise or to enforce the plan despite the core disagreements.
After you categorize the gaps, you can prioritize them based on their severity and then outline the plan to mitigate them based on their category.

Next Level: The 5 Whys

In most cases, this type of analysis will take about 30 minutes, but will help you construct a plan that will improve the overall performance of your entire organization.
Every now and again you might feel like you're just scraping the surface with your performance analysis, however, and your gut will tell you that there might be a deeper root cause that needs to be uncovered. That's when you apply "The 5 Whys" method.
The premise of "The 5 Whys" method, originally developed by Toyota, is that if you're going to ask "Why?" enough times, you will discover an underlining truth to a phenomena, a root cause that otherwise would stay hidden. Ask "why?" enough times and the truth will be revealed. Some say that the magic number is five.
5-whys-diagram

Let's use our example again:

Account Manager: I didn't hold the meeting with the client to cover the recommendations.

You: Why?

Account Manager: Because I didn't have time to do it.

You: Why?

Account Manager: Because I have 50 accounts that I need to deliver these reports to every week and it takes too long to produce the reports and have the meetings.

You: Why?

Account Manager: Because we're doing them manually instead of using a solution to produce them.

You: Why?

Account Manager: Because up until now we didn't have enough clients to justify the cost of a software solution.

At this point (even after just four whys), you can stop. It's obvious that you have an operation problem in hand and your business can't keep growing if you don't standardize and optimize some of these processes. A software solution might be a way to go, but you can also just hire more people.
In any case, you now uncovered a problem that might prevent you from trying to talk clients off a cliff and all you needed to do is pay a little attention.

Harnessing the $9+ Billion Social and Mobile Ad Potential
In partnership with Moontoast, ClickZ presents the "Ultimate Guide to Social Rich Media Advertising". Social rich media advertising offers a one-of-a-kind opportunity for brands and agencies to target consumers with interests that match the virtues and values of their products. Download your free guide today!

Reference:-http://searchenginewatch.com/article/2261313/How-to-Be-a-Marketing-Leader-Make-Everyone-Around-You-Better

EBRIKS INFOTECH:-SEO INDIA

Search Triggers: A Secret to More Powerful PPC Ads

An old joke that I first heard from my friend and colleague Ann Convery:
An elderly gentleman is rocking on the porch in the evening, next to his dog, who's lying down beside him and howling miserably. His neighbor finally can't stand it, so he walks over and asks, "Fred, what's with Gideon?"
Fred replies, "Gideon's lying on a rusty nail."
Neighbor wonders, "Well, why don't he git up, then?"
Fred explains, "It don't hurt enough yet."

Search Happens When It Hurts Enough Yet

That joke contains a significant AdWords secret: most people search for a solution to their problem only when it Hurts Enough Yet.
Meaning, they don't search until something triggers them to get up off the porch and do something about whatever pain or longing they've been passively suffering until now.
The thing about Hurts Enough Yet (for kicks, let's make up an acronym: HEY) keywords is that the searcher has actually been hurting for quite a while. They just weren't motivated enough to search for a solution until now.
For example, think about someone searching for "get out of debt." What are the chances that person woke up this morning, checked their account balance, and discovered that for the first time in their life, they don't have enough to cover all their bills?
Not real likely.
How about this scenario: person has been in debt for years, possibly decades, and that debt has been steadily increasing. Now it's at $25,000, and they've maxed out their very last credit card. At the supermarket checkout lane, trying to buy a bunch of peanut butter, store-brand Saltines, and ramen.
That's what I mean by a search trigger. Some experience, some realization, some new input has ratcheted up the stakes. And turned the deadly daily drip of denial into a massive, meaningful, motivating moment.
For fun, take a moment and think about possible search triggers that could have led to these HEY searches:

"lose weight"
"landscaping service"

Ready for my answers?
"lose weight"

Received an invitation to a spring wedding and class reunion
Planning a beach vacation
Stepped on the scale and reached a new milestone number (200, 250, 300, etc)
Found that the "fat jeans" are now uncomfortably snug
A friend with weight problems just had a heart attack

"Landscaping service"

Storm knocked down a tree that has been dead for seven years
Neighbor gets their yard landscaped and now that brown lawn looks even worse

Why Does This Matter?

When you understand the common search triggers, you can write much more powerful ads. Because you're entering the specific conversation already going on in your prospects' heads.
This is a powerful way to cut through the clutter of a bunch of ads all saying pretty much the same thing. Check out the Google search results page for "get out of debt":
get-out-debt-google-serp

I've helpfully highlighted one repeated phrase to make the point that these ads are all saying pretty much the same thing. Not one ad is making the slightest effort to engage prospects where they are right now (and at a Google-estimated $16.16 per click, that's an expensive oversight).
So what might a HEY ad look like? For "get out of debt," let's use the supermarket checkout trigger. The trick in adapting an ad to a specific situation is to generalize the emotions caused by the situation.
Emotions like frustration, embarrassment, helplessness, and shame.

Debt Too Big to Ignore?
debt-breathing-space.com
Cards maxed out-Scared. Now what?"
Get breathing space now. Free call.

The other advertisers are all focused on the details of the offer. For someone in emotional turmoil, this ad will offer the biggest hit of empathy and relief.

Special Case: Seasonally Triggered Searches

I'm writing this on April 11. Just a few days before U.S. income taxes are due. Do you think that someone searching for help with their taxes today has some urgency on their mind? And can you guess what the search trigger might be? Yup, the calendar.
get-taxes-done-google-trends

You can see two spikes in 2012 search traffic for the keyword "get taxes done": the "responsible" searchers (end of January, when they start receiving their 1099s in the mail), and the "panic" searchers who waited until the very last minute, the week before April 15.
If I were writing ads for an accounting firm, I'd write two very different appeals in February and April.
Yet here's the Google search results page for "get taxes done" for today:
get-taxes-done-google-serp

Not a word about "last minute – no worries." No mention of urgency. No "procrastinators pardon." Not a drop of empathy, not a smidgeon of comfort.
Why not a headline like: "Holy Cow – Taxes Due When?"
Because you want to be there, with a kind word, a band-aid, and a cure, when it finally Hurts Enough Yet.

Reference:-http://searchenginewatch.com/article/2261314/Search-Triggers-A-Secret-to-More-Powerful-PPC-Ads

EBRIKS INFOTECH:-SEO COMPANY

10 Killer SEO Landing Page Tips

When we talk landing pages, most online marketers think pay-per-click, where the input of a destination URL into Google's or Bing's paid search offerings allow marketers to drive keyword-targeted traffic to (hopefully) optimized pages.
My previous article extolling the death of keywords talked about developing intent-based topics and building content that connects with those topics – intent to content.
We can now apply that mantra in a "first engagement" scenario, after a user clicks a search result, to ensure SEO landing pages:

Connect with intent: Offering a user what they expect.
Resolve (initial) user query: Answering their initial query.
Engage the user: Sending user signals to search engines.
Drive further user engagement (if necessary): Additional signals to both users and search engines.

A searcher intent to site content engagement scenario I call "CRED".
In these scenarios where signed in users, search query modification, Chrome browsers, "cookied" users and toolbar data provide massive datasets of engagement signals to search engines on how users interact on sites, we need to drive optimal engagement scenarios.
Here's a checklist of 10 "killer" tips to ensure you're able to add a bit of CRED to your SEO campaigns, as well as demonstrate campaign success!

Connecting

1. Are the primary headlines aligned with intent?

The first thing users notice is content structure, headlines, headers, bolded elements, graphics etc. Your 2 seconds of opportunity to grab attention begins with a mental assessment that needs to immediately connect with the original search query and inspire additional engagement is via clear communication of what the page is about.
Content should be created with specific intent in mind, with headlines, and/or graphic headers that are obvious, short, surrounded by adequate white space. And the content must be specific enough to inspire a user's attention.

2. Are you matching content type with query intent?

If the target query includes "how to", "best", "top 10", "compare" or other intent refining modifiers, or if the query demands a certain level of text content, are you obviously offering something that visually connects, confirms relevance, displays lists, video or images?
Users won't have time to read, but they will make a quick decision on whether the format they review matches an expectation. For example, a query on top 10 bars should have a list with numbers displayed – or one entry with numbers. Or a query on the history of search should probably have an index and look robust – not just a 200 word paragraph.
Users have short attention spans, and most have a preconceived expectation of what they should find, not matching that initial expectation can equate to a quick "back click.".
ask-men-insurance

Query for "best health insurance plans for single men". Ask Men offers a clear header and an image that immediately screams "authority"

Resolving

3. Can users perform a quick scan above the fold to answer who, what, and why?

As noted above, users don't actually read on a first pass, they make a decision based on visual cues and click expectations (what they expect after they click).
Some websites fail in obviously reinforcing the click expectation, missing an opportunity for engagement, underscoring brand recognition, and providing obvious reasons of time-worthy value.
Click through to your site and ask the following:

Is your brand obvious?
Is it obvious what you do?
Is it obvious why they should stick around?

Especially important with homepages, but equally important on other SEO landing pages, is ensuring your brand is obvious. Make sure what you do, or how you plan to address the user's intent, isn't buried. Give users obvious information and/or justification to stick around and/or click around is key to moving people to engage further.
home-depot-obvious

Query for "flat head screw driver". Home Depot offers clear branding, white space to highlight product, and additional information that is clearly visible and offers visual cues that the tabs are clickable.

Remember: for instant user assessment of resolution potential, anything below the fold doesn't exist!

Engaging

As noted with the Home Depot example, key engagement options exist such as an "add to cart" action button, search for intent refinement or modification, other options to dig into additional information and links to similar products that other customers have purchased.
Each of these elements contribute to answering the next question:

4. Is it obvious what they should do next?

For Home Depot, the answer is most probably yes. It's easy to find the "Add to Cart" button, it's placed in an obvious position and there's multiple options to view additional information.
The product page offers multiple ways to engage, with a zoom button (subjectively probably not big enough), and plenty of other user-centric options such as writing reviews, checking inventory, etc.
Occasionally there can be too many options that can confuse users. In the Home Depot example there appears to be duplicated "check inventory" buttons/links, but these may have been tested and justified.

5. Are there on-page modification options? (based on query modification)

Home Depot offer a good example of obvious search functionality, related products, and other options that can help modify the user's search query onsite rather than have them click back to the search results to modify.
These kind of onsite modifications do not always need to be driven by site search.
Breadcrumbs, side navigation, filters, related prods, color/size selection are all feasible options to mitigate click backs and improve onsite engagement signals.

Driving

6. Are 'next clicks' consistent?

Part of great site engagement is a consistent user experience for similar queries. By monitoring user interaction on a per query basis, website owners can identify consistencies or deficiencies in matches of search intent to site content.
Duane Forrester of Bing said in January 2013:

"In the long run, the brand names secure rankings through depth of content, trust in brand, and user interaction (searchers clicking a SERP result and staying on their site because the site is trusted and answers the searchers question)"

Providing key "next clicks" – obvious steps from landing pages to conversion or core information – is a better user experience = better potential rankability.

7. Can they share what they've found?

Probably the most obvious of tips, it the provision of social sharing and social connection buttons. If landing pages provide the value users expect, will they be inspired to share, and if they are, can they?
Sharing of a page is different than a click through to your social property (i.e., Facebook page or Twitter stream), and should be a key component on most landing pages, with the caveat of audience vs. social platform.
For pages with images, is there an option to share on Pinterest, Facebook, and Twitter? For business text content, is LinkedIn an option? Social signals are imperative in closing the loop on user intent satisfaction, demonstrating to both users and search engines an endorsement of your content.

8. Ultimately, can users find the banana?

Seth Godin published a book a few years ago called "The Big Red Fez" – rather than repeat all the key concepts, I can state simply is it's all about bananas – users finding what they need from obvious choices. There's an excellent synopsis here.
helens-bikes

I love Helen's Cycles, great stores and service. But visit their website and you're presented with way too many choices (red) and a certain level of confusion (green). The green element talks about Helmets, Cycling Essentials and Clothing"¦ but offers no way to click or a link to relevant content.

Give your users clear navigation to improve consistent engagement and "banana-discovery."

Measurement

The final two tips cover justification through measurement of metrics that matter.

9. Have you segmented traffic by topics?

Google Analytics offers segmentation by query topics through Analytics filters (beyond the scope of this article but more information can be found here) or by exporting data and consolidating offline in Excel.
Custom segments allow you to monitor performance across keyword query topics, understand topic traffic and conversion trends, and leverage this data to identify the key landing pages for each topic.

10. Are you tracking first click queries for optimized pages?

Although in an ideal scenario the page you optimize will attract the keyword queries you'd expect, custom segments by topic also offer up insights into competing pages (entry pages in your site that compete against each other), highlighting opportunities to consolidate similar pages, mitigating potential thin content issues and improving topic relevance on merged pages.
Utilize custom segments, organic traffic keyword query reports, together with landing page association to provide insights into potentially competing pages.
rock-genre

Music genre site, with custom "rock music' topic filter applied, highlights the anomaly of "type of rock music" query being mapped to an Anime genre page. Worth investigating why?

Reference:-http://searchenginewatch.com/article/2261323/10-Killer-SEO-Landing-Page-Tips

EBRIKS INFOTECH:-SEO COMPANY

Saturday 6 April 2013

How to Avoid PR Disaster With a Social Media Policy

Does the saying "There's no such thing as bad publicity" apply to social media blunders gone viral?
Your brand ending up as a gag skit on "SNL" because of a social media mishap is probably not part of the PR strategy. As opposed to the social media sentiment when you land an interview with Oprah that trends on Twitter, gets replayed on YouTube, and shared on Facebook with a behind the scenes shot on #Instagram.
If you think social media and public relations are two different departments with separate agendas, think again.

Zen of a Social Media Policy

The good, the bad, and the ugly stemming from social media sentiments that bubble up to a brand are a direct reflection on the company's image, credibility, influence, and visibility – and if you're a public company or a company trying to raise money, how about those investors?
In more cases than not, employees behaving badly by accident or intentionally have the formula for PR disaster. Now social media is part of the PR department and it's their problem.

Your Employees are Social! #FTW or #FAIL

As the popularity of social media grows, brands small and large must face the fact that the people with the closest connection to your organization – employees – are active on social channels.
While employees can be your perfect brand advocates and evangelists, they can also burn your reputation when they lose control on social media networks.

The Employee Social Media Manual #Trending #HR #PR

To mitigate that risk, develop a company-wide policy that clearly defines acceptable (and unacceptable) behavior in social media, and dictates how employees can effectively communicate your brand culture, voice, and message.
Include guidelines about confidential and proprietary information and how each should be treated and balanced against the transparency that consumers increasingly expect from social media.

Social Media Training Program #Breaking #Success

The company picnic and holiday party just got bigger, wider, and riskier with social media snapshots landing on Facebook and Instagram. Is that a shot of tequila the CEO is doing? Hello front page news and public relations hangover!
Who is providing your employees with these resources takes the guesswork out of determining what's appropriate to post, tweet, or share? It also increases the consistency of communications about your brand. Consider delivering these resources to your employees as part of a company-wide social media training program.
A recent report published by the Wildfire Google Team – The Road to ROI: Building Strategy for Social Marketing Success speaks to how to influence the conversation without trying to control it. One of the key areas focused on was the internal planning of social media and how that ties into the external public relations and reputation management of a company.

PR+ Social Media Policy Resources

Addvocate: According to the recent 2013 Edelman Trust Barometer, employees rank higher in public trust than a company's PR department, CEO, or founder. Begging employees to share, tweet, post and Like can be exhausting – and let's not even talk about the inefficiencies of wasted time. Addvocate makes it easy to empower, track, and reward your employee brand advocates, making them part of the solution.
Social Media Policy Tool: When you can't wait for the red tape and need it quick, need it now to CYA, check out this streamlined process that simply requires you to answer a brief questionnaire and provides you with a complete social media policy customized to your company.
Social Media Policy Database: Ever wonder what the social media guidelines looked like for big brands like Coca-Cola, Nordstrom, or Walmart? Consider it done! The most complete listing of social media policies. Referenced by the world's largest brands and agencies.

Don't Treat Social Media as a Silo!

A key takeaway from Wildfire's report notes to not treat social media as a silo. One of the biggest hindrances happens when social media is treated as separate category without collaboration and interaction from marketing, public relations, and customer service.

Reference:-http://searchenginewatch.com/article/2259379/How-to-Avoid-PR-Disaster-With-a-Social-Media-Policy

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SEO Keyword Strategy for Fashion Ecommerce Websites: It’s All About Trends

In the digital age, it should come as no surprise that search trends follow the rise and fall of fashion (and cultural) trends. Or should it?
Fashionista Marie picks up her favorite magazine, covering the top 10 hot trends for spring. The editors of StyleMag have been planning features for spring since attending New York Fashion Week the previous fall. Marie scopes out a few potential dresses for her friend’s engagement party. She picks up her iPad, and types in a featured dress style, “colorblock dress.”
Rewind. Place search marketer hat on. Revisit. Everything Marie has done was entirely predictable six months ago by the close of fashion week. Google’s own search trend data substantiates this as does an audit of Pinterest results for last spring.

Forecasting (Unscientifically) Via Pinterest Trends

If 2012 is any indication, Pinterest will also start to serve as a secondary (search) forecast of which trends will sell and drive traffic. Take the “color block” trend from spring 2012. While Pinterest doesn't provide result counts, let’s just say the scrolling of results for “color block” devotee boards and pins are endless.

Search Trend Volume Substantiated

Google’s search volumes for 2012 confirm the same popularity for “colorblock dress.” Notice the minor peak in September 2011 when the runway debuted Spring 2012 looks and then the rising interest through June 2012 as apparel lines became widely available for purchase.
color-block-dress-google-trends

Runway and Color Trends - Translated to Consumer Language

Ecommerce organizations are already on top of this – with knowledge passing sales predictions (influenced by the runway) from fashion buyers to merchant and marketing teams focused on feature and promotion planning, but SEO remains the ugly stepsister.
SEOs should follow the same process as buyers and designers. Let’s call this keyword brainstorming. Start with a list of potential product offerings to be offered on the site. For categories, ask what are the next season’s top silhouettes and product types? For products, ask what are the season’s hot colors, materials (eyelet, leather), even prints (floral, leopard)?
In addition to the runway recap, anyone supporting fashion should know the color bible that is Pantone, which produces a fashion color report for every season. Pantone provides a master list of top colors on its website for free. These tend to be the colors splashed all over runways and eventually products sold on eCommerce sites and in stores nationwide. In short, Pantone influences designer and buyer choices that make it to market.
2013’s Pantone Color of the Year is emerald green. As proof of cause and effect, Google AdWords Keyword Research Tool illustrates that monthly searches in the U.S. for “emerald dress” are currently well over 12,000.
emerald-dress-searches

For next fashion season, take Pantone’s listed colors and translate them into consumer friendly terms. Marigold equals yellow. Ox blood equals burgundy. Color “modifiers” matter.
color-translation-keyword-volumes

These shades drive trends, search volume, conversion, and maybe even sell-through.

How to Find Current Trends

Above and beyond the runway, it’s also possible to find search trend data for a given apparel category, in a more recent time frame. Below is a snapshot of what trends were most searched in women’s apparel in the last 90 days, available for free from Google Trends. With spring on the horizon, top searches include sundresses, maxi dresses, and high waisted shorts.
womens-apparel-past-90-days-google-trends

womens-apparel-past-90-days-google-trends

The same trend investigation in the Outerwear category in the last 90 days tell us that consumers are looking for yellow raincoats as they get ready for April showers.

Cultural Trends Drive Search Volume

It isn't just the runway that influences search trends. The First Ladies on both sides of the Atlantic have proven to set style preferences as well. Again, unsurprisingly, we see this substantiated by search volumes.
In 2011, Kate Middleton wore a navy lace dress on her trip with Prince William to Canada, which has been covered by paparazzi worldwide. Women’s interest in navy dresses has since increased gradually into 2013. Not only in terms of search volume (see below), but also in designers offering their own interpretation of the style, as evidenced by results from Google Shopping.
navy-lace-dress-google-trends

Ecommerce sites can capitalize on the celebrity fashion news or cultural trends the same way as editors; blogging opened doors for this opportunity years ago.

Scan a magazine rack today and you can’t miss a cover shoot of Lena Dunham, producer of the hit HBO series "Girls". Ecommerce brand Lulus.com recent blog post featured a round up of all the Lulu’s products befitting the Girls’ characters’ styles, therein driving links to a range of products in their catalog to create SEO value. Lulus.com main demographic is also juniors, many of whom fall into the same audience as age group as the cable show.

Tying Trend Data into Your Keyword Strategy

All of these trend sources can be leveraged to develop a seasonal keyword strategy. To establish a foundation of data to work from, start with a review of:

Editorial coverage of next season’s trends
Trends terms in Pinterest
Pantone’s color report

Trend data will need to be matched up with merchandising and marketing plans for the season. Key areas of focus are:

Catalog product volume by trend
Plans for features and categorization
Blog and content development plans

With the right candidates in mind, trends can be translated with keyword brainstorming by product type, material, and color shade. From this master list, keyword targets should be chosen across the catalog and developed into meta data and URL recommendations.
For further trend optimization and reach, the top 10 keywords for the season should be circulated to teams in charge of social, blog, content, along with guidance around cross-linking products and categories from the blog or social properties.

Reference:-http://searchenginewatch.com/article/2259396/SEO-Keyword-Strategy-for-Fashion-Ecommerce-Websites-Its-All-About-Trends

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Want to Speak at SES Toronto 2013? Submit Your Pitch By April 12 #SESTO

With another successful SES New York in the books, the SES Conference & Expo is now gearing up to head north to Toronto from June 12-14. The SES Toronto agenda is live, and the SES team is still accepting speaker proposals until April 12.
The competition is quite fierce to be accepted as a speaker at SES events, but SES strives to provide its attendees with the highest quality sessions and speakers, so it doesn't matter whether you're a first-time applicant or have spoken at SES events dozens of times already. Quality wins.
As an SES speaker, your goal is to help marketers and advertisers do their jobs better by:

Educating attendees about the most current topics, strategies, tactics, and tools.
Using real-world examples.
Providing actionable takeaways.

SES Toronto will cover topics such as search engine optimization (SEO), paid search (PPC), social media, content marketing, local, web analytics, video, and much more.
Pitching to speak at any SES is straightforward. Make sure to fully read the Speaker Guidelines and then visit the SES Speaker Proposal Form and let the team know who you are, which session you'd like to speak about, and why they should pick you.
Your abstract is the real key to getting picked as a speaker. Use this area to let the SES organizers know what takeaways you'll provide attendees. As the image below illustrates, the SES team loves to see case studies, real-life examples, and unique content.
how-do-you-become-a-speaker-at-ses-bullseye

how-do-you-become-a-speaker-at-ses-bullseye

You're highly encouraged to include a link to a video of a previous speaking engagement in your submission. For some more tips on how to get picked, be sure to read some fantastic advice in "The Guide to Speaking at Search & Social Conferences".
Remember, your chance to speak at the leading search and social marketing expires next Friday, April 12. Those who are selected to speak will be notified via email.
Good luck! Hope to see you in Toronto!

Reference:- http://searchenginewatch.com/article/2259570/Want-to-Speak-at-SES-Toronto-2013-Submit-Your-Pitch-By-April-12-SESTO

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Google Challenges U.S. National Security Letter in Court

Google is fighting a National Security Letter (NSL) issued by the U.S. government, with the Electronic Frontier Foundation (EFF) acknowledging it is one of the first firms to do so.
Google took the unusual step last month of revealing, albeit in vague terms, the number of NSLs it received from the US government. At the time the company said it was working with the authorities to improve transparency around the subject, but according to court filings it is also fighting against handing over users' data.
On March 29, Google filed a petition to set aside a legal process. Kevan Fornasero, a lawyer for Google said in the filing that petitions "filed under Section 3511 of Title 18 to set aside legal process issued under Section 2709 of Title 18 must be filed under seal because Section 2709 prohibits disclosure of the legal process."
Fornasero's reference to Section 2709 refers to the ability of the FBI to issue NSLs and force the handover of user data. According to the EFF, Google is one of the first communications companies to fight an NSL, but because Section 2709 doesn't allow firms to disclose the legal process, few people can be certain that others haven't tried to stand up to the U.S. government.
"The people who are in the best position to challenge the practice are people like Google," said Matt Zimmerman, a lawyer for the EFF. "So far no one has really stood up for their users' among large Internet service providers."
Google has tried in recent years to provide users with some information on how it deals with government agencies' requests for user data. If the firm can succeed in its fight against NSLs then it could open the floodgates for others to stand up against a law that some see to be nothing more than a snooper's charter.

Reference:-http://searchenginewatch.com/article/2259642/Google-Challenges-U.S.-National-Security-Letter-in-Court

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Facebook Welcomes Home, A New Social Phone for Android

The Facebook phone has arrived, or will arrive on April 12, giving the social network giant a new window into its users' mobile habits and a more consistent, always-on connection for members of the Facebook community.
"Today we're finally going to talk about that Facebook phone or more accurately we're going to talk about how you can turn your Android phone into a great social device," said Facebook CEO Mark Zuckerberg at yesterday's widely-anticipated unveiling. "We're not building a phone and we're not building an operating system, but we're also building something that's a whole lot deeper than an app."
Facebook Home, an app and series of core services integrated into select Android devices, will be preloaded on the HTC First, a new smartphone that AT&T will sell exclusively for $100 on contract.
The new mobile software, or family of integrated apps, will initially only be available for download in the U.S. on a select number of Android-powered smartphones from HTC and Samsung, but Facebook plans to expand its reach with Home over the coming months.
"We don't want to build some kind of phone or operating system that only some people are going to use,” Zuckerberg said. "A great phone may sell 10 or 20 million units at best… Even if we built a really good phone, we'd only be serving 1 or 2 percent of our community."
He describes Home as a “family of apps” that can be installed to take over the home- and lock-screen of users’ phones. And why would Facebook want to be on users’ home and lock screens? The average mobile Facebook user checks their Facebook app up to 12 times a day, but the average mobile user checks their device’s home screen 100 times a day.
“What we aspired to do with Home is provide a lot more value in that moment,” said Adam Mosseri, director of product at Facebook.
"I think it's pretty safe to imagine that if you choose to have this Home experience, then you're going to be in better contact with your friends” on Facebook, Zuckerberg added. "A lot has been made over time over whether connecting with people online takes us away from connecting with people offline,” Zuckerberg says. But staying connected with people important to us isn't frivolous, he said, “It’s a big part of what we do” and “who we are.”
Facebook began reorganizing its business last year to be “mobile first,” and its revamped iOS app was the first step in that direction. Home is the second step, according to Facebook executives at today’s event.
Home relies heavily on basic gestures such as long and short taps, swipes, and multi-touch. It includes a new cover feed that appears the moment users turn to their phone, a revamped messaging service that incorporates text and Facebook messages in the form of “chat heads” (pictured) and an app launcher.
When asked about how Facebook plans to monetize the new product, Zuckerberg said: “There are no ads in this yet. I’m sure at some point there will be.”
He also clarified that search will not be exclusive to any one provider, reiterating the open nature of Android, and that data from individual usage will only be used to improve the performance of Home.
Because of Android’s open architecture, Facebook didn’t have to partner with Google on the Home project, but Zuckerberg explains that the process is entirely different with each mobile operating system. “The way you work on all these operating systems is pretty different. Apple is a pretty controlled environment…” and Facebook is in “active dialogue to do more with them, but ultimately anything we do on Apple is going to happen in partnership with them.”
Facebook plans to launch a tablet version of Home “several months” after it launches on Android smartphones and is committed to a monthly update cycle.
“We think this is the best version of Facebook there is,” said Zuckerberg.

Reference:-http://searchenginewatch.com/article/2259661/Facebook-Welcomes-Home-A-New-Social-Phone-for-Android

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Friday 5 April 2013

13 Essential SEO Power Tools

Looking for a nice selection of SEO power tools that will help diagnose technical issues and optimize your website, or perhaps gain insight on what your competition is doing? Below are 13 SEO tools (many of them free) to do just that.

Tools to Improve Your Site

Even if you have little to no budget, you will still able to get the job done with this selection of search marketing power tools, which comes courtesy of Simon Heseltine (@SimonHeseltine), Director of Audience Development at AOL. Heseltine shared his list of SEO tools you should be using with SES New York attendees last week.

1. Your Eyes

It sounds obvious, but it works. Heseltine said to start by looking around a site by using your eyes to get a high level overview of a website.
View the source code and look for things like robots.txt. Go through the funnels and flows to see how the site works. You should also look for things like wrong canonical tags or if the site's images don't contain proper keyword focused alt parameters.
Starting with using your eyes will really give you insight on where to start in your SEO process.

2. IIS SEO Toolkit

IIS SEO Toolkit is a free SEO tool that he highly recommended to give you an overview. It allows you to analyze SEO aspects like your site's content, structure, and URLs for search engine spiders.
This tool also clearly shows you issues that your site may have, like if your title for a certain page is too long or if a link on a page is broken. The tool presents errors or items that need attention with a red x, so it makes it really easy to see the issues you need to correct.
Another great reason to use this tool is since it's a Microsoft tool, it's as though Bing is crawling your site. This tool can analyze up to 1 million pages, although Heseltine mentioned that he usually analyzes between 20,000-30,000 pages of a site, to get an idea.
iis-seo-toolkit-site-analysis-report

3. Screaming Frog

Screaming Frog is an SEO tool that you can also download and install on your PC or Mac. This tool spiders things like links, CSS, and images from an SEO viewpoint. It will also show you issues like 302s, which you can quickly share with your developers to fix.
Another great feature of this tool is that you can export things like page title, meta descriptions, and URLs to an Excel document, so you can get a clearer view to base recommendations from. While this tool is free, the paid version will let you crawl more than 500 pages as well as other features you may need.

4. Majestic SEO

Majestic SEO offers a robust set of link tools that lets you analyze and track any domain in granular detail. Some of the highlights:

Site Explorer: Their Site Explorer tool lets you deep dive down into any URL.
Keyword Checker: Lets you search Majestic SEO for a keyword or phrase for how many times it appears, in addition to providing you with the search volume that is based on organic data primarily.
Backlink History: This SEO tool allows SEO professionals to find the number of backlinks given to a domain, subdomain, or URL.

Majestic SEO is great because you can see link profiles, which is so important considering the Google Penguin updates that have major affect on site's backlinks. While Majestic SEO's toolset does have some free features, you're better off investing in the paid version as you will get so much more out of the tool.

5. Adobe Site Catalyst

Analytic tools like Adobe Site Catalyst is a great place to see how your traffic has improved year over year and also keeps you aware of cyclical events (if your industry is sensitive to items like that). This tool also lets you find the most profitable funnels through a website and determines where visitors are leaving your site, you can better optimize for ‘stickiness.'

6. Google Analytics

Google Analytics is a free tool that is highly recommended as you can see how various items that you should be aware of if you're in online marketing. Using this tool will make you able to understand how your site is doing from a day-to-day, month-to-month and year-to-year perspective.
Other great things you're able to see are items like traffic spikes. For example, If you're running a campaign you can annotate the launch and see how it affected your site during and after. You can also see where are people coming from to get to your site (referral traffic).
While there are many other great items that Google Analytics provides, the one thing that's a little frustrating is the "(not provided)" keywords. This is due to Google encrypting search queries, making search more secure. This is frustrating because if you're logged into Google, it redirects you to a secure SSL site, which thus strips the keyword from the referrer.

7. SEMrush

SEMrush is a good tool to use if you're doing keyword and competitive research. It gives you insightful information on keywords that are driving traffic to your site and also lets you find out information about your competitor's paid search keywords, rankings, and traffic data.

8. Google Webmaster Tools

Heseltine strongly recommended getting this tool as not only is it FREE, but also lets you see how Google sees your site and can make you aware of site issues like 404 pages and if your site has been infected with malware. Heseltine also wrote a great overview on Google Webmaster Tools.

9. Bing Webmaster Tools

Bing Webmaster tools is another free tool that you should using, as this one lets you see how your site is performing from a Bing perspective. Heseltine also wrote a great overview of Bing Webmaster Tools that walks you through on how to add, configure, and use the tool affectively.

10. SEO Tool Set

When focusing on redirects, Heseltine turns to the Site Checker tool within the SEO Tool Set. This tool looks at your server header and can detect redirects as well as follows and points out issues relating to your site's performance. It's also a tool you can use if you wish to see how your competitor is doing.
SEO Book is another tool you can use that does the same thing as far as redirects.

11. Google Trends

Google Trends is another free keyword research tool that lets you see what variations of a keyword or phrase is working well in search. It also is a great tool to let you brainstorm content.
Google Trends is also great if you need help creating optimized content for advertising messaging. In addition, it lets you explore seasonality, so you can find out when a certain keyword phrase may perform versus others. It's also great insight if you're entering a new vertical and need to gain some understanding of the market.

Competitive Research Tools

Heseltine also shared tools that are great for competitive research. While he mentioned ISS SEO Tool, SEMrush and Majestic SEO again, he pointed out a few others you should investigate.

12. HitWise

HitWise gives you information within your ecosystem and also gives you keywords in your space. While it isn't a free tool, it is another one that he recommends.

13. You Get Signal

You Get Signal can help you find out what your competition is doing on their server (provided they are on a dedicated server). For example, you can use the tool to see if they have put up a new subdomain before it's launched, thus giving your information that isn't even public yet.
Heseltine also mentioned that as far as gaining more intel on your competition, other things you should do is look at their site and view their code to see how they are doing things on the backend. You'd be surprised what a little detective work can uncover.

Conclusion

Heseltine said that you should make sure you're using the right tools for your tasks and that you need to stay current with what SEO tools are surfacing in the news. Some SEO tools also tend to lose their effectiveness overtime as rules and the industry do change.
In any event, Heseltine provided a nice selection of SEO power tools that you can start with to further gain knowledge with your site and your competition is doing.

Reference:-http://searchenginewatch.com/article/2199683/13-Essential-SEO-Power-Tools

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Reaching the Golden Mean of Branded to Non-Branded Traffic

Consumers are spending less time on traditional search engines and more time on shopping engines like Amazon.
Thirty percent of all product searches now begin on Amazon as opposed to 13 percent on Google according to Forrester Research, and according to a separate report from comScore, product searches on Amazon have grown 73 percent over the last year while shopping searches on Google have not kept up.
This is a trend worrying many companies that are facing an uphill battle getting their brand and products in front of customers.
With an unmanageable amount of noise on the Internet and ecommerce forcing many brick-and-mortar retail locations to shrink, digital marketing is the differentiating factor for staying competitive, whether they are online-only or not.
Strong brands should be attracting up to 40 percent of non-branded visitors to their website, according to SEO expert and RKG President Adam Audette. That percentage may vary by industry, but the point is that if a brand isn’t receiving a substantive volume of non-branded traffic, then it isn't harnessing its full potential.
It’s critical that search marketers differentiate between branded and non-branded traffic to better assess performance and avoid missing new, more valuable customers down the road.
Typically, branded traffic is cheaper and converts at a higher rate than non-branded traffic because these searchers seek out your brand and show strong intent to purchase your product.
Upon first glance, the lower cost and higher conversion rate might convince some to invest solely in branded traffic. However, this strategy only targets customers who are already seeking you out using your brand, which means you're missing out on many potential new customers from non-branded traffic that offers a potentially higher lifetime value.
Marketers from strong brands are pursuing the 60 to 40 percent ratio of branded and non-branded traffic because they recognize the value of long-tail visitors, whose net-new traffic spikes traffic by 50 percent or more.
Non-branded traffic grows the size of the pie rather than changing how you slice it. In that case, going from 10 percent to 40 percent is actually a 50 percent increase in total search traffic.
Growing the size of your market requires attracting new customers, and those customers’ searches are likely non-branded. Here are a few tips to get to the 60 to 40 ratio and attract new customers:

Conduct a test. Try reducing your spend on branded paid search, and determine if there is a difference between your traffic and conversions. From there, you can allocate that budget into testing a bunch of non-branded paid-search terms. It’s important to note that with non-branded terms, you should expect the conversion rate to be lower, but analyze and determine if you are getting a larger percentage of new customers from these different campaigns. If you're simply increasing sales from existing customers, then you wasted a rather large investment. You could have engage with them through lower-cost options like email campaigns or promotions.
Conduct a thorough analysis of the search on your own site, and try bidding on non-branded terms that are popular searches within your own data.
Create links on your category pages to deep pages with popular terms that you’ve gotten from your site search or referral traffic. For example, a clothing retailer may determine that a popular search term on their site is “summer dresses,” so create and link to a deeper page from your category page that has a selection of “yellow” or “ v-neck” or whatever types of summer dresses that are relevant and most likely to convert. Also, it’s important to factor in any information available on that customer if possible. Do they normally purchase mediums? Do they purchase items under $100? Or, most importantly, is the item is in stock? A retailer that populates a page with a bunch of large dresses with a $500 price tag will probably aggravate and lose a customer on the spot. The point is to link based off of internal intelligence in order to help consumers discover deep, yet relevant content.
Take a look at your competitors. What are the search terms that they are bidding on? There a number of tools available to help you determine what is relevant for your customers and influence your site.

These are just a few tips, and you can do it manually. However, the challenge of each is executing them at scale for the long-tail, which represents 7 out of every 10 queries.
If you're bidding on five keywords have five products and are targeting five users, then that’s 125 combinations – it is possible to manually optimize your site. However, any larger, and you’re approaching a big data problem.
In addition, non-branded searches are often semantic in nature and while its collective volume is massive, the individual terms may only come in ones and twos. Optimization for the long-tail is resource-intensive at the scale and speed required to yield meaningful return on investment.
To effectively attack this problem, marketers should optimize reach and demand-attraction, while freeing up marketing resources to return to what they do best – inject the human element of imagination and quality control. The harder legwork is ideal for algorithm-driven technology like natural language processing and data analytics offloading.
It takes an enormous amount of data to analyze and act on web-wide consumer behavior, alternative consumer product descriptors, and search optimization best practices. Compounding the problem is that consumer demand, market conditions, and inventory management are in constant flux.
In today’s marketing world where resources are limited and giants like Amazon have a technology and brand-loyalty edge, it may seem like those who have the most data will win. However, this isn’t necessarily the case.
The marketers who best leverage the data they do have and work toward achieving the 60/40 ratio by optimizing for the long-tail take a big step toward extending reach, driving growth, and competing better.

Reference:-http://searchenginewatch.com/article/2259384/Reaching-the-Golden-Mean-of-Branded-to-Non-Branded-Traffic

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