Mobile Keyword Research Strategy

How to conduct a Keyword Research for Mobile Website

Mobile phones are no more a luxurious affair. They have become an integral part of our life. People in the earlier stages used it as a medium of communication and they still do it but with the advancement of technical enhanced features they provide a plethora of opportunities.

Interacting with friends through chat options, checking emails, socializing through networks were some of the features till 2009. In the last 3 years, there has been a significant surge in the sale of smartphones. In fact, the number of searched from mobile devices has gone up 5 fold times in the period 2009-2012.

Thus there is a need for optimization of mobile based website.  Like optimization of website, mobile based website starts with keyword research. Now, you have a tool too to check out the web traffic statistics. If you are running a Google Adwords campaign then follow the steps.

1) Go into Campaign Summary.

2) Choose an ad campaign with a mobile ad. (This is a critical step.)

3) Open the mobile ad.

4) Click on the Keyword tab.

5) Choose the Ad Keywords + sign

6) Then select Add Keywords using the Keyword Tool

7) You will see “Results are tailored to mobile searches“

Now you have the power to leverage mobile-specific keyword insight for optimization when you have content that is likely to have the opportunity to be consumed via mobile devices as well. 

Filtering options available for mobile: 

• All Mobile Devices, 

• Mobile WAP Devices, 

• Mobile Devices with Full Internet Browsers.  

Desktop, Laptop Searches vs. Mobile Searches

You need to understand the behavior of search conducted through mobile devices. The intent and motivation are the two critical factors. In our day to day activity, we tend to focus more on email, updates through twitter or Facebook or a chat with friends or colleagues. How many times have you ever bought a product directly from mobile device? Chances are less. The community as a whole seeks information through mobile devices and gets hooked on to their desktop or laptop or tablet for deciding on the final option and then goes for the ultimate action (Purchase – Conversion).

The scenario changes when it’s a subscription to a newsletter, filling up of a contact form or general surfing. The exit rate is low and conversions are higher. Even a Click-To-Call option works well.

To optimize well for mobile based website, here is a checklist

1. Do you have a mobile based website?

2. If yes, does it perform well in the generic available browser?

3. Which device medium is expected to generate traffic?

4. Target Audience

5. Target Location

6. Goal of your website

7. Identifying the key pages

8. Optimizing the landing page

Once you are done with the checklist you are almost through. You need to analyze the traffic initially Day-to-Day, Week on Week and then Month on Month. The statistics that you should be looking forward to are:

1. Percentage of Traffic through different medium

2. Percentage of Mobile based traffic (Device/Platform)

3. Country and City wise traffic – Mobile

4. Entrance, Exit rate

5. Bounce Rate (Average/Pagewise)

6. Average Pageviews

You can estimate the importance of traffic based on these factors. 

A statement which provides a lot of insight - 

http://googlemobileads.blogspot.in/2011/01/keyword-tool-helps-you-go-mobile.html

Tuesday, January 11, 2011 | 12:09 PM

Mobile Statistics in the Keyword Tool

The Keyword Tool now helps you build a better keyword list to target mobile users. Under "Advanced options," you can now search for keywords for devices with mobile WAP browsers, mobile devices with full Internet browsers (think iPhone and Android phones), or all mobile devices (sum of devices with WAP browsers and devices with Internet browsers).

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How to use AdWords Express

AdWords or AdWords Express which one to go for?

Most of the people know about Google AdWords but very few have heard or used AdWords Express.

What is AdWords Express?

In short is useful in managing local business within some specific radius (Distance in Miles).

Try and understand this point in specific

“ With AdWords Express, you can help these customers find your local business by advertising on Google and Google Maps (including mobile devices) and attract more visitors to your website, Place Page or Google+ Page.”

With Google AdWords you have the option of advertising in Google Search , Search Partners, Display Advertising and Mobile Advertising.

According to Google:

Businesses that are a good fit for AdWords Express:

• Local service providers, such as home or auto repair, physicians, salons
• Local restaurants, cafes, eateries
• Local retail stores, boutiques, markets
• Local hotels, inns, apartment buildings

Note for AdWords advertisers

Any advertiser already publishing ads on Google AdWords need not use AdWords Express as they are already having the Ad Extension feature integrated into the tabs section under Campaign. Use Local and/or Call Extension for the same purpose.

Where AdWords Express is available?


AdWords Express is currently available in the United States, Great Britain, Germany, and France.


It is currently available on a trial basis in some cities in Canada, The Netherlands, Spain, Japan, Australia, and New Zealand.

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How to improve Call To Action

Understanding Calls to Action

Many people in the industry use the Term Calls to Action without actually implementing the same. Calls To Action (CTA) is a term that defines an action that would induce a rationale visitor to follow what you want. Any online marketing activities would aim at the following steps

·         Traffic – Get traffic to your website

·         Retention – Make them understand your value proposition

·         Conversion – Convert them into your customer

·         Acquisition – Make them your repeat customers.

It is believed that (percentage %) of Repeat Customers can do wonder for your business.  How? They are your tools for Viral Marketing. They would indulge in Word of Mouth Marketing which is priceless. Companies invest huge amount of funds into Social Media Marketing nowadays for the same purpose which can be attained to some extent through your repeat customers.

Search Engine Marketing involves:

• Contextual / Audience Buying based on the factors which determine how you get them.
•  Location – Geo Targeting
• Age Group – Determine your way of marketing
• Gender – Buying Decisions
• Audience Behavior - Related some to Age Group and Designations

How do Calls To Action help in Conversion?

As discussed earlier, CTA is a critical tool for conversion.  It can me a Button, a message, an Image, an action like filling up of a form, subscribing to a newsletter, downloading  a document  or simply a mouse over function.

• To increase conversion through any of these means you should have a clear understanding of your GOALS. 
• Remembers there’s a huge difference between a LEAD and a CONVERSION. Every conversion is a lead but not every lead is a conversion. CTA plays an important role in Lead to Conversion.
• Position your action item such that a rationale visitor is induced to follow your action item. Through several cases studies it can be ascertained that Action Items if posted on the right side results in more conversions compared to the left side. 
• Case Study of Picassa from Google can be a great information center for implementation of Call To Action.
• Share your experiences with me.

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Adwords Tips on Quality Score

It’s been a long time that I could actually post some nice information for the newbies in the Digital Marketing world. Almost every day I get emails from people asking me questions related to SEO, SEM and Analytics.

Thus this post goes out to people who are working in Google Adwords. I hope this information will help them in their endeavor to maintain campaigns for their company or for their personal website.

Question 1

How do I lower max cpc for any keyword?

Ans: Very important and very relevant for campaign managers. This is something which most of the people working in the industry look around the web for tips and tricks.

My Suggestions:

Max CPC depends on Estimate Top Page Bid and Estimate First Page Bid. Now, Estimate Top Page Bid and Estimate First Page Bid depend on the Quality Score.

The Quality Score Matrix is simple to understand but complex in implementation. Overall idea of Quality Score Formula:

1. Historical Click Through Rate(CTR) of the keyword in Google (As per their data)
2. Historical CTR of all ads and Keywords in the Account (New accounts tend to get lower CTR)
3. Historical CTR of Display URL’s (you can check with Multi Variate Testing)
4. Quality of the Landing Page (is very important)
5. Relevance of the keyword to the ads. (*)
6. Relevance of the Ad and the Keyword to the Search Query. (Trim down with negative keywords)
7. Performance of your account in the targeted region. (Certain areas fetch better results)
8.  Other factors (this will come with experience)

Note that the CTR criteria for campaign managers are based on:

1.  Keyword Level
2. Ad Group Level
3. Campaign Level and
4. Account Level

The below example of how Ad Rank works will help you understand where to work to get better results.

User  à Search Query

Google àCheck the keyword against Match Type

Google àIgnores (Not Eligible or Disapproved Ads)

Google àCalculates Ad position based on Quality Score and Bid Amount

Google àShows ads on the SERP (Top Section/ Other Section)

Let me know your thoughts on this.

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SEO Training in Kolkata

SEO Training in Kolkata

In the past few months the number of queries for SEO Training has gone up. Most of the calls where related to seo queries and ended up with “why don’t you provide seo training?” Yes, I do impart training on SEO and SEM to my colleagues in my office and sometimes to people who are looking for a job or business but never thought of imparting professional training to candidates. This blog post goes out to all those people who have inspired me to think about this initiative and start Professional SEO Training in Kolkata/Calcutta.

Let me organize the things for you. First, let me answer some of the basic queries asked by visitors to my blog and secondly, how to go ahead with the program.

Q1. Do you train people on SEO and SEM?

Ans: Yes, I do.


Q2. What are the different types of seo courses available?

Ans: There are three types of courses.

1. Basic SEO Strategies
2. Professional SEO Strategies
3. PPC Campaigns


Q3. What is the course duration?

Ans: Basic SEO Strategies – One month.
Professional Strategies – Two months.

PPC Campaigns – One month.

Q4. How about getting a job after completion of the training?

Ans: Once you complete the training and post your resume in the different job portals, I believe you don’t have to look for jobs, they will look for you.

Q5. Do I stand a chance to work on live seo project?

Ans: No seo training is complete with working on live projects. Here, you will not only get a chance to work on live international projects but also you get to know how to handle international clients. This will provide an impetus to your career and your confidence.

Q6. How do I start the training on SEO or Internet Marketing or SEM ?

Ans: You need to send me a mail regarding your intention to join the seo training classes.

Q7. When are the classes held?

Ans: The classes will be held on weekends i.e. Saturdays and Sundays. The reason, I work for a company and thus can devote my weekends to you guys.

I hope I have been able to answer most of your queries. The last and the most important question that remained unanswered is the cost of the training. Well, as I am not opening up a next NIIT or TULEC thus my course fees is always negotiable depending upon the candidate.

I thought of sharing one of my experiences with you. I have been lucky enough to train few people earlier and I am happy that they have been successful in their endeavor to achieve what they wanted. One of the candidates is Mr. Pritam who is running his own online business and the other Mr.Gopal Das who is heading the SEO Department for an Ireland Company.

Your search for a SEO Training Institute in kolkata ends here. Now, you can get trained by me and solve your queries in few minutes.

Happy learning.

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Non-Latin characters are being used for top-level domains

Non-Latin characters are being used for top-level domains

For the first time in the history of the Internet, non-Latin characters are being used for top-level domains. The first IDN country-code top-level domains were inserted in the DNS root zone earlier today. The associated countries and their respective IDN ccTLDs are:

Egypt: مصر (Egypt)
Saudi Arabia: السعودية (AlSaudiah)
United Arab Emirates: امارات (Emarat)

These are the first IDN ccTLDs to appear online as a result of the IDN ccTLD Fast Track Process which was approved by the ICANN Board at its annual meeting in Seoul, South Korea on 30 October 2009.
http://www.icann.org/en/announcements/announcement-05may10-en.htm

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Acquisition of BumpTop by Google

Google has acquired BumpTop - a startup that designs software that creates a 3D interface for your desktop

More than three years ago, we set out to completely change the way people use their desktops. We're very grateful for all your support over that time — not just financially but also through all the encouraging messages from people who found BumpTop inspiring, useful, and just downright fun.

Today, we have a big announcement to make: we're excited to announce that we've been acquired by Google! This means that BumpTop (for both Windows and Mac) will no longer be available for sale. Additionally, no updates to the products are planned.

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