8 Reasons for Website Traffic & Search Ranking Drops

Posted on March 1st, 2021

SEO Tips

branding website

All of us ask google a lot of things and trust the list of displayed answers to be correct. Was it easy for google to earn this trust? Or how is it possible for google’s query to be met?

What’s Google Needs Met? In simple term – It’s a rating about the user satisfaction in search result based on mobile devices. Rating range from “fully meet” to “fails to meet”

Now let us dwell into Google’s Search Quality Raters Guidelines to understand how Google’s Needs Met and Google is a search genie.

Google’s Search Quality Raters General Guidelines

Google’s Search Quality Raters Guidelines latest copy published on October 14, 2020 is segmented into 3 parts and 2 appendices totaling to 175 pages, with Part 3 extensively covering about Needs Met Rating. The main concept of these 175 pages can be mainly classified into two major concepts: E-A-T (Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life). Understanding these two concepts will help us comprehend how Google’s Needs Met works.

Page Quality

In order to know about how Needs Met works, we must first understand about the Page Quality. Page Quality estimates about the quality of a page. This is done using a Page Quality Rater.

The Page Quality Rater analyzes how well a page is performing. The page quality cannot be zeroed into a single factor. The purpose of the pages may differ. Every page is created with a purpose(s). The main purpose of the page is to satisfy the users queries. However, how will we know the purpose of the users are met? How will we know that web pages meet its serving purpose?

This is where Page Quality Rating comes into play.

Webpages are user help links that mainly consist of main content, a few supplementary content, and advertisement.

* Main Content: This section contains the core content of the page and helps achieve the page meet its purpose.
* Supplementary Content: These are useful content that add more meaning to the page. Generally they are interactive parts such as links to other pages. They do not directly contribute to the page meeting its purpose but are add-ons.
* Advertisement: These ads help monetizing the page. They help the page financially to be up and running. But, the presence of ads does not contribute to the effectiveness of the page.

A Page Quality Rating of High to Low determines the page quality. Achieving a High page quality shows that the purpose of the page is met.

Your Money or Your Life pages (YMYL)

A few pages are targeted to attack the audience emotionally. The content on these pages could plausibly influence a person’s future activities. These pages are termed as “Your Money or Your Life” pages, or YMYL. Your money or your life pages include:

These pages have a very high page quality rating.

Expertise, Authoritativeness, and Trustworthiness (E-A-T)

The true purpose of a page can be comprehended when scaled with Expertise, Authoritativeness, and Trustworthiness scales. This is also an important factor in measuring the Page Quality rating.

Contents can be created to be helpful to the user and the content can be deceiving to the users. It is important to choose content wisely and it is more important for a search engine to be able to differentiate these two content types. This is where E-A-T SEO comes into play.

Needs Met

This type of rating focuses mainly on mobile users. The content reaching the audience through mobile is far faster than any other gadget. Mobile has become an evident part of everyone’s life. Half the time of one’s day is spent on the phone. Hence, the content consumption rate from hand gadgets is an important rate to be measured. This will be helpful for optimizing the SEO results. Similar to Page Quality Rating, Needs Met can also be measured using the Needs Met Rating scale. The Needs Met scale will be available on the Google’s Search Quality Raters General Guidelines.

The Relationship between Page Quality and Needs Met

Page Quality and Needs Met are both ratings used by google to qualify a page. Through the backend operational functionality of these two pages are different, they both are ratings to determine a page’s purpose. Needs Met takes into account the query used as well whereas the page quality rating mainly depends on the content available on the webpage. Needs Met targets mainly on mobile audiences.

The role of providing the best search results for all the queries is thus met by Google. And that is the reason how Google’s Needs Met in SEO rating plays an important role.

Why do you stop at the traffic signal when the color shows red? Why does the color of your national flag tingle a sense of patriotism in you?

These rhetorical questions help us understand the role of colors in our life. Colors add a sense of emotions and feelings to the objects around. They are the first thing that attracts a person’s eye. Colors are one of the factors that help us to differentiate things. They are entitled with a sense of meaning.

Colors do have a specific role to play when it comes to marketing and sales. Come let’s dwell into the chromatic zone of marketing and sales.

Colors and their role in websites

Colors used for the website design are like two-sided knives. They can enhance the look and feel of your website. On the other hand, they can dim the complete website.

Staring from the anatomy of colors can help us understand more about the role of colors in our website. Understanding of color palette is not just limited to an artist’s territory, but also to content creators and digital marketing consultants. A knowledge about colors will be an eye-opener in regards to the right usage of colors to attract customers more effectively.

Color Palette

A color wheel / palette is a combination of primary, secondary, tertiary colors, and a combination of their tints, shades, and tones.

The above mentioned set of colors are broadly bracketed to cool and warm colors. Now, understanding these colors and choosing the right set of contrast colors to the webpage design is an important part.

Contrast colors will help distinguish the different segments of your webpage more prominently. This will increase the readability of the website. Also, the usage of right colors visually soothes the eye of the reader thus helping them intake more content. This will also help drive traffic to the website more frequently.

Enhance Visual Experience

In a written format projected in 2d, colors add the ice to the cake. This visual experience provided by colors lays down the path to reach the customers heart.

Influence on Cognition

Colors enhance the retainment value. Human cognition is a blend of various factors like perception, grasping, and processing. With right colors invoking the right emotions, it will become easy to grasp and process the content much more effectively. Something that captures the customers’ memory will stand out in the market for a longer duration.

Establishing a Brand Value

A brand is recognized by its logo. What makes a logo attractive is the design and the colors used. Colors add meaning to these logos and help reach a larger crowd.

Now having discussed the importance of colors, let us move to colors that lure the customers the most.

Grabbing one’s attention and to prolongedly retain it is no child’s play. Colors help do this job. They pull the correct emotional string that helps sales and marketing reach high pitch. Come let’s look at a few commonly used colors that are proven to increase sales:


Red, as we all have been imbibed with, is the color of attention calling, danger, and power. It easily attracts the eye. This color arouses a sense of passion in people.

In marketing terms, red has been a globally recognized color for discounts. As the color is associated to invoke a sense of urgency, it is commonly used in the Buy Now buttons of e-commerce websites.

Use it wisely, too much of attention to the page will lose all the attention.


The things in blue evokes a feeling of serenity. The blue sky, the ocean, and all such things blue in nature. Blue denotes tranquillity.

In marketing terms, this color can be used in financial sites where trust is the key as the color evokes a sense of trustworthiness . 

Use blue to project serious matters that require calm thinking. 


Greenery is associated with prosperity. With green related to nature, they can mostly be used in product pages relating to organic things. As green could also denote good health, this color could also be used in promoting health related sectors.

 Using green promotes right conscience and good will, but too much of green dilutes the attention needed. 


This color denotes royal. White could be a universally used background screen color. However, it could be more than that. A sense of calmness can be brought with this color. Texts in white with an appropriate contrast color are more visible and appealing to the eyes. 

Using the royal white in your website design is mostly unavoidable.


Black is one of the most commonly used font colors when it comes to website design. This color denoting bold holds a sense of authority. Like white, this color is also unavoidable when it comes to website designs.

While using this brawny color, ensure to understand the emotions of the intended audience of the locale you are addressing.


This bright color is majorly used to highlight an important aspect that needs major attention. This happy color promotes the mood of the viewers.

Use it wisely to promote depth. 

Using colors wisely is a smart move. Though the word ‘colorful’ attracts crowds, certain colors are associated with certain emotions of people belonging to certain regions. Using them with proper context is the key to best marketing. No digital marketing consultant would want to press the wrong emotional button! 

Spread colors. Spread positivity. Grow your Market.


Okay, the title here is a rhetorical one, read below find the answers for the same.

The no-follow link attributes (rel=”nofollow“) is an implication to Google that the pointed page is not associated with this site, or to not crawl the linked page from your site. This attribute proposed in 2005, was to help the content creators define relationships with the linked site.

With advancements in the Web, they have evolved these attributes as well. On September 10, 2019, Google announced two new link attributes, in fellowship with the already existing no-follow attribute, for sponsored content and user-generated content (UGC). This feature will help the webmasters to hint Google search engines about the link’s nature. Below is a summary of the old and new attributes by Google:


From 2005 to  September 2019

After September 2019

After March 2020

rel=”nofollow” was the only attribute available for all types of unwarranted links. Split into three categories:

  • rel=”sponsored” for sponsored  links
  • rel=”ugc” for user generated content
  • rel=”nofollow” for unwarranted links 
Split into three categories:

  • rel=”sponsored” for sponsored  links
  • rel=”ugc” for user generated content
  • rel=”nofollow” for unwarranted links
Will not be considered for crawling, indexing, and ranking Might be considered for ranking Might be considered for crawling, indexing, and ranking


Can more than one rel value be used on a link?

Yes, you can use multiple attributes in a single link. The combination of rel=”ugc sponsored” is a hint to Google that the link is user-generated content & sponsored. You can also use the nofollow attribute with a combination of new attributes, such as rel=”nofollow ugc”.

What if the used attribute is inappropriate?

In such circumstances, Google will not count it as a proper link.

The right attributes help Google for better analysis.

So, keep flagging the ad or sponsored links to Stay out off Google’s naughty list. Use the proper attribute to classify the link under the corresponding baskets.

Virtuality is a new reality. Most of the people have found their true calling in their mobile phones. This is an era in which anything that appears on YouTube, Facebook, Instagram, Twitter, and Whatsapp becomes trending instantly. One condition – the content needs to be crisp with the support of right images and lure the target audience at first sight. This is where mobile marketing comes in to play.

What is Mobile Marketing? 

Mobile Marketing is one of the roots of digital marketing with its aim to freeze the customers right where their presence is felt the most – hand gadgets a.k.a mobile phones. If pitched right, mobile marketing can provide customized, personalized, time, and locale-specific ads, thus ensuring to make your presence visible to the potential audience.

What is its edge of Mobile Marketing over other Marketing Techniques? 

The blunt truth is many of us hate advertisements. The skip, next, and block are our favourite terms when it comes to advertisements. We tend to click the close button when the article is strikingly huge.

In today’s scenario, you need something that could keep your target audience engaged. Bring an emotional connection, something relatable about your advertisement, that would anchor the obstinate audience glued to your business promotion. This can be achieved with the help of mobile marketing.

With mobile marketing, you can very easily analyze customer touchpoints and can tailor your ads based on their preferences. We could also borrow hands from various digital marketing tools.

Mobile Marketing  Strategies

Understanding your target audience and gauging the pitch accordingly will help you entice people to your product. A few mobile marketing strategies in the air (or apparently the cloud) are:

1. App-Based Marketing:

Today’s smartphones are buzzed with N-number of apps. We could easily find an app for anything and everything we know and want to know. The apps download-record from one’s Google account will help us easily gauge the interest of that person and thereby spot the potential target and shoot out ads based on their requirements. You can also use the help of an SEO expert and digital marketing consultant here to get insights on which app works best for your product.

2. Game Mobile Marketing:

Most of today’s “grown-ups” are majorly addicted to games. Confined to the indoors, they walk freely on the virtual platform. This platform is not only for gamers but it is also an opportunity to strike the string of your marketing campaigns. The banner pop-ups, full-page image ads, and also the video ads in between the loading time are the major game marketing strategies used.

3. Mobile Search Ads:

This method is a cardinal Google search advertisement that is built for mobile phones based on the web browser while using them for search.

4. Social Media Marketing:

We literally live in likes and talk in comments. With this chronicling higher day-by-day, displaying ads based on your user’s social media activity is a way to ring the bell of the potential customers’ door. You can also easily view insights of shared, viewed, liked, re-twitted, and bookmarked and can thereby analyze your customer touchpoints.

5. SMS and MMS Marketing:

This diminishing marketing strategy was the starting point of mobile marketing, the normal broadcasting of text and multi-media messages.

6. Location-based marketing:

This locale-specific marketing strategy is based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business. This method is hitting directly at the bull’s eye.

Best Practices: 

A few quick tips that might have your advertisement shine are:

1. Minimalist Content:

With people always being on the run, it is vital to create succinct content that will lure them and make them stop. It should not be one another advertisement that they scroll without having a look or that YouTube video that irritates them. A catchy tagline with appropriate on-screen elements will help do the magic.

2. Usage of Keywords:

Keywords play an important role as it will help you create visibility. SEO expert might help you fetch the right words based on the product you are marketing. Include as many keywords as possible without deteriorating the essence of your content.

3. Emotional Connect:

People are always ready to skip advertisements whenever possible. So keeping this in mind, ensure to make your audience connect to your advertisement in the first 15 seconds before they could get the chance to press the skip button.

Advantages of Mobile Marketing 

Mobile marketing has a substantial amount of advantages, a few dissolving with the advantages of digital marketing.

Conclusion :

Mobile phones are the most used device and mobile marketing gives us the most edge in the marketing world. Based on the above-discussed points and tips, dive straight into mobile marketing, and experience one of the most effective digital marketing medium.

Are you nescient in native advertising? Do not worry. You’re not alone. Native advertising has caused a sensation and you’ve might have heard about this term more frequently from your industry peers, tech buddies, digital marketing consultant. Native advertising is all the rage in digital marketing now. If you’re in the marketing industry, native advertising is something you should know about. Discover what native advertising is, types of native ads, and why you should care about them?

What Is Native Advertising?

The term native advertising can sound confusing the first time you hear it. It is one of the most popular and hottest methods that has taken the advertising world by storm. To help you understand this mysterious advertising strategy, we will start with an example.

Envision you are surfing your favourite blog and reading on a topic, once you are finished, you find the website recommending you the other topics which you might be interested in. What if that content was not from the current blog and it is actually from another website altogether? If this inspires you and creates trust in you, then it means you’ve fallen for native advertising.
Native advertising is information-rich and visually appealing promotional or sponsored content that conceal the existence into the form and function of the platform they are displayed on. It helps the brand display the content in a non-salesy way. In simple words, native advertising is the ones that are native to the environment they appear on so that they don’t look different from the content surrounding it on the page.

Native ads are not intrusive but it sends an invitation to the user to engage with the valuable content if they feel compelled. Native ads are usually user-centred and focus mainly on the quality of the content.

Native Advertising vs Content Marketing

Now, when you hear native advertising and content marketing, do you get confused with both these concepts? To be successful in digital marketing, you need to have a clear idea about what each is. This is why we would like to clarify the differences between the two.

Native advertising is a paid content that is disguised as organic content and inherently non-obtrusive. Content marketing, on the other hand, refers to creating and distributing valuable and relevant content to reach out to the target audience.
Native advertising is a content marketing strategy. Whereas, content marketing is a broader concept with a sales pitch.
Content marketing is personally owned by the business that is sharing it, while native ads are paid media that run on platforms that the business does not own.

The goal of content marketing is to raise brand awareness and position you as an expert in your field. Whereas, the ultimate goal of native advertising is to keep customers interested, build trust, and lead them to the type of content that the business owns.
Understanding the difference between these two concepts help you in choosing the right one for your business, investing in them, and marketing your business better.

3 Defining Principles Of Native Advertising

If your native ad looks, feels and talks like an ad, then it’s not done right. Listed here are 3 key principles that will help you create a successful native advertising campaign.

1. Information-based rather than product-focused content

When it comes to native advertising, the first and foremost thing is to choose the direction of your content. Any content can take two directions – promotional direction and informational direction. Promotional direction focuses on highlighting a product or service. Whereas the informational direction focuses on entertaining and informing the user that is independent of the product or service. Content created for native advertising should be interesting, fun, and useful to the audience, which is the informational direction.

2. Adaptation

Native advertising content can take any form like text, video, or others. Ensure that you choose the right platform for your native advertising based on the format of your content. For example, if you choose a video format for your native ad, then choosing a platform that hosts the same format will be the ideal choice. So, in this case, you can choose YouTube to display your native video ad. This way, you can make the content look more adapted to the platform and will increase its credibility.

3. Transparency

Irrespective of the platform and format you choose for your native advertising, you should not forget to inform the readers with terms like “Sponsored”, “Recommended”, “Promoted”. Ensure that you include your brand logo and name. These features must be visible to the readers to help them identify and it should also appear on all pages viewed by the user.

Why Do Digital Marketers Prefer Native Advertising?

In general, many marketers say that native advertising is more effective than traditional display advertising. But, in what way? The following points can give you the answer to this question

1. As advertisers know that users already enjoy the format in which the native ad will be presented, native ads offer a great opportunity for unique exposure and high engagement.

2. Due to their adaptability, native ads receive 5-8 times higher CTRs than banner ads. This, in turn, leads to lower costs per click and cost per customer acquisition.

3. Native ads are considered to be more compelling when compared to banner ads.

4. Personalized targeting through programmatic native advertising is another key advantage of native advertising that could win more new customers.

5. Beyond the native ad, the click-through content receives a high engagement, which in turn increases brand loyalty.

Types Of Native Ads

Similar to any other form of advertising, native advertising has different formats and each has its own set of benefits. Previously, the Interactive Advertising Bureau (IAB) has discovered 6 core types of native ads, but in their latest playbook, they have featured 3 core types of native ads. And any native ad that does not fit into the below three types of ads is called a custom ad.

1. In-Feed/In-Content Native Ads

2. Content Recommendation Ads

3. Branded/Native Content

In this section, let’s have an in-depth look at all types of native ads.

1. In-Feed Ads

In-feed ads are sponsored posts that appear within a website’s natural environment. These are paid placements and appear in-line with the similar formats of all the other content of the publication. They differ from site to site as they adapt and adjust to each site’s unique user experience.

2. Content Recommendation Widgets

When you’re reading a blog and at the end of the page you find a few more blogs posted under the headings like “Recommended for you” or “You might also like” or “Sponsored Stories”, then you’re looking at content recommendation ads. These recommendations are paid links administered by content amplification networks. These networks help in boosting your brand’s content by placing them on the site with like-minded audiences.

3. Paid Search

Paid search ads are a more popular type of native ads. Paid search ads appear at the top and bottom of the search engine results page that is made to look like organic search results.

4. Promoted Listings

Also known as in-feed product ads, these ads appear mostly on eCommerce websites. These ads let the sellers promote their products based on the search query without interrupting the shopping experience of the users. These ads generally appear in category, product, or search results page.

5. In-Ad With Native Elements

These ads look like any other ad that you see online, but it has great contextual relevancy to the site they appear on and the content they appear next to. You can also see them in an ad banner or container. For example, a health blog would publish ads by brands in the healthcare or food industry.

6. Custom Ads

The IAB has defined the term “custom ads” for all the other types of contextual native ads that don’t fit in any of the above specific formats. For example, creating a new filter in Snapchat is an example of a custom native ad. can appear within your app interface, such as a new filter in Snapchat.

Native Ads On Social Networks

Unlike other forms of advertising, native ads on social networks can build social proof through likes, comments, and shares. This increases the credibility of your brand and brings in more new opportunities for your business.
Not all ads posted on social media platforms become native ads. It is the content and furnished that makes it a native ad. If a social ad promotes content and if it blends in with the surrounding content, then it is called native ads on social media.
How to use native ads on social media platforms can seem confusing because each social media network differs from one another. Each has its own way of creating and presenting ads. Listed below are a few examples of native social ads in different social media networks.

1. Facebook Sponsored Post

A sponsored post is a paid post to show up your content in followers’ news feed the next time when they are active.

2. Twitter Promoted Tweets

Through promoted tweets, you can present your best content to your followers as well as to other people. The promoted tweet will appear in the user’s timeline if Twitter finds it relevant to the user.

3. Youtube Trueview Ads

TrueView ads are another example of native ads on social media platforms. These ads appear very naturally on the YouTube platform and they generally play before, after, or during a video on YouTube.

4. Linkedin Sponsored Updates

LinkedIn’s sponsored update looks like a regular one except for the tag “Sponsored”. It brings highly qualified traffic and serves as a great way to expand your reach and connect with the target audience.

6 Steps To Create A Successful Native Advertising Campaign

Native advertising is not an onerous process. It’s as simple as you create any other digital marketing campaign. So let’s dive in and look into these 7 steps to create an awesome native advertising campaign.

1. Set Your Goals

First things first. Set your campaign goal as building brand awareness or generating leads or increasing website traffic or any other goal that suits your business purpose and objectives. Once you determine your goals, choose the right KPIs for measuring your success.

2. Define Your Audience

Now that you’ve set the goal, know who your target audience is. You should define who wants to see or read your content. This will help you in delivering the right content to the right people at the right time and in the right place. You can target ads based on age, gender, location, and more.

3. Choose The Platform

There are various platforms that provide you access to different websites that run native ads. There are a few things to consider when choosing a platform like the relevance of the site, the amount of reach of your content, audience demographics, and others.

4. Generate The Right Content

Like in any other marketing, content plays a crucial role in the native advertising campaign. Develop content with the audience in your mind. Craft content that is relevant, attractive, informative, problem-solving, and unique to attract a huge audience.

5. Allocate Budget

Know how to strategize your budget on native ads. Decide whether you should choose Cost Per 1000 Impressions (CPM) or Cost Per Click (CPC). Once you have decided on CPM or CPC, find out your ideal CPM or CPC, and allocate your daily spending limit and your overall budget. Always it is advisable to start with a higher CPM or CPC.

6. Measure Results

Track your results to know how your ads are performing. Learn about your page views, engagement, impressions, and other metrics. Measuring your results helps in knowing how you are progressing towards your goal.

7. Test

To ensure that you are getting the most out of your native ads, continue testing, and optimizing the different elements of your native ads. Try a new call to action, a new title, or a new image.

Get Started With Native Advertising Now

Native advertising is a trending marketing tactic. It’s a great way to steal more audiences and develop online credibility for your brand without burning a hole in your pocket. To make your native advertising more successful, study each platform, adapt and diversify your content, along with transparency for the users. It requires great time, patience, and effort to create a native ad campaign.

If you require the help of an expert in developing a successful native advertising campaign, don’t hesitate to contact a digital marketing consultant.

E-A-T was first introduced as a factor in Google’s search algorithm in 2014 and became a buzzword since the major Google Algorithm update in 2018. So, why are we talking about it now? Because E-A-T has become one of the most talked-about SEO concepts among the digital marketing consultant today and hundreds of SEO articles mention it.

E-A-T at a Glance

E-A-T is an acronym that refers to “Expertise, Authoritativeness, Trustworthiness.” These are the three factors that help Google’s quality reviewers assess how much trust it should place on a website or a brand. This is done because Google wants to give its users the most relevant results and the best experience possible. E-A-T helps Google assure that only high-quality websites are ranked higher than low-quality, less trustworthy sites.


Expertise – You should have comprehensive knowledge in your field. Your content must bespeak your experience, expertise, and knowledge. It should also be unique, true to life, and useful for the users.

Authoritativeness – You need to demonstrate that you are the authority of the main content. You can get this by displaying the author’s credentials, relevant experience, and expertise. You can also get it from quality conversions and positive reviews.

Trustworthy – Creating trust is the most important factor. You can create a lot of content on the internet, but it needs to be trustworthy to get ranked. You need to instil the confidence among your users that the content they’re viewing is safe.

Is E-A-T a Ranking Factor?

This is one of the questions creating a great deal of interest in the SEO industry and among the digital marketing consultants.

It’s hard to give a definitive answer to this question. But, one thing is for sure that E-A-T is essential to improve your page quality and it’s not a direct ranking factor.

Why is E-A-T So Important?

E-A-T determines a website’s quality. Google’s human quality raters use E-A-T as signals to determine how good a website or a page provides what the user’s needs and satisfy them. If your website fails to provide the best customer experience, Google will simply disregard your site. In simple words, Google finds another website or page that provides better customer experience & has a higher E-A-T.

Thus, ensure that your content meets the standards and your users feel comfortable reading and sharing the content, which increases your site’s E-A-T. E-A-T becomes the reason why the users would click on your site over your competitors’.
If you fail to update yourself with E-A-T, it could have a direct impact on your site resulting in the low ranking, low traffic, and ultimately low revenue.

E-A-T and YMYL Sites

E-A-T has a greater impact on Your Money Your Life sites. Google has stated that YMYL sites should have a higher page quality as it has the potential to create a bigger impact on the user’s life. Google defines YMYL sites as the ones that could impact the future health, happiness, financial stability, or safety of users. A few typical examples of YMYL sites are listed below

* Shopping and financial transaction sites

* Financial information sites

* Medical information sites

* Legal information sites

* Official information or news sites

If your website doesn’t fall under any of this category, do not think that E-A-T is not important for you. YMYL is a broad umbrella and it includes everything from blogs to content about child adoption. Google has also stated that E-A-T applies to any website that it crawls. So, ensure that all your author is an expert in your field, and the content is accurate and properly cited.

Optimizing For E-A-T

Now, that you understand that E-A-T is an important part of Google’s ranking algorithm, it’s time to optimize your website for E-A-T. You need to follow a few steps to increase the quality of your website. Here are a few steps you can take to improve your E-A-T

1. Keep Your Content Updated

Chances are that low-quality contents can pull your whole website down. Review your old blog posts or articles and remove any information that is irrelevant or inaccurate. If you have no time to do that, hire an expert writer or editor or a digital marketing consultant to do that for you. By doing so, you can improve your content’s validity to your target audience and the search engine.

2. Links and Mentions

Though link building is an old-time SEO technique, it plays a crucial role in improving E-A-T. Google measures trust in a website based upon the backlinks and mentions it detects from authoritative and relevant websites. Added to this, you can also provide outbound links to social media profiles and websites where you contribute your writing so that more trust is built up.

3. Get Good Reviews

Google’s quality raters check your online reviews on various sites to decide about the authoritativeness and trustworthiness of your website. Thus, to improve your page quality and E-A-T focus on getting good reviews on reputed sites. Even if you receive a bad review, handle it properly by offering a proper solution to the users.

4. Invest in Site’s Security

Ensure that your site is secure. In 2015, Google stated that secured websites rank higher in search engines than non-secure ones. Make sure that your website has a Secure Sockets Layer (SSL) certificate. This gives an assurance to your visitors that any personal data they share with you will be safe. You will be greatly rewarded for it.

5. Optimize About and Author Pages

For any website, these pages are crucial for E-A-T as it helps understand the expertise and authority. The pages should clearly explain the expertise and credentials of the author. You can also link the social media pages of the author and your website. Google considers all these factors when deciding how to rank your site.

6. Make Contact Us Page More Visible

You should make it easy for visitors to contact you. It’s all about transparency and trustworthiness. If you fail to provide your visitors with proper contact information and customer support, you are discerned to be untrustworthy. Therefore, have a dedicated contact us page on your website and have a live chat plug-in to let your users contact you.

Wrapping Up

While being mentioned 134 times in the updated search quality rating guidelines, it’s time to take E-A-T seriously. Improving your site’s E-A-T doesn’t happen overnight, it takes some time and effort. Keep updating your website with the latest information, demonstrate your values, and expertise to Google. It will bring you success.

In 2021, there is no longer any question that social media is a necessary marketing tool for businesses. Every company needs a strong online presence. To make your business more successful, one thing is certain – you need to market your business. In this digital world, social media channels, trends, and practices keep changing.

With so many social media sites available today, which one you leverage plays a crucial role in defining your social media marketing success. It is revealed that one of the main causes of a failed social media marketing is choosing the wrong social media platform. In an ideal world, you can choose all the platforms. Being a business owner with a long to-do list, however, you don’t have enough time, resources, and money to do so.

“With limited resources, which social media platform should my business be on?” – The tricky question
This is probably the first question that any business owner asks when he/she decides to start with social media marketing for the business. The answer to this question is complicated, but there are 3 key factors based on which you can decide the ideal social media platform for your business.

1. What is your industry? B2B, B2C, or both?

2. Who’s your target audience?

3. What’s your overall social media goals?

If you know the answer to these three questions, it’s easy to pick up a solid two or three social media platforms to market your business.

To save you time and help you prioritize, from Facebook to Snapchat, we’ve broken down the best social media platforms that you can choose based on the above said 3 key factors.

Social Media Marketing

1. Facebook

Demographics – Men and Women aged 18+

Number of users – More than 2 billion

Target age and gender – Men and Women ranging from 25 to 55+

Best For – Link clicks, event registrations, word-of-mouth marketing

Good for these Types of businesses – Fashion, Auto, E-commerce, Non-profit organizations, Marketing, Sports, Health and Wellness, Local brick and mortar store, and any B2B company.

You can find just about anyone on Facebook. That means that almost every target customer has a Facebook account, which is why you need to have a Facebook account for your business, irrespective of what other channels you are using for your business. Moreover, Facebook is also considered a local SEO signal which means search engines consider your Facebook business profile when they display local search results.

2. Twitter

Demographics – Men and Women aged between 18 to 49

Number of users – 330 million monthly users

Target age and gender – Men and Women ranging from 18 to 29 years

Best For – Link clicks, engagement, foot traffic

Good for these Types of businesses – Retail, Nonprofits, Newspaper and media outlets, Fashion, Retail, SaaS companies, marketing companies, sports-related businesses

A great advantage of using Twitter for business is that you can get a lot of followers for your brand when compared to any other social media site. Another important differentiating trait of Twitter is – customer service. If your business has an appreciative customer service, you can use this platform to attract customers. Always remember that the followers of your brand on Twitter will be more interested in offers, contests, and exclusive discounts. So try pushing your products through deals.

3. LinkedIn

Demographics – Men and Women aged between 25 to 64

Number of users – 303 million monthly users

Target age and gender – Men and Women ranging from 25 to 45 years

Best For – Link clicks, event registrations

Good for these Types of businesses – Employment, Science and technology, Luxury goods and services, Software providers, Legal, Marketing, IT, and any B2B company.

LinkedIn is typically the best platform for B2B businesses, and particularly if your goal is lead generation. In terms of professionalism, it is a great platform for employers and employees to get connected on a professional level than on any other platform. LinkedIn can help increase customer’s trust in your brand, become a leader in your niche, build authority, and get more leads for your business.

4. Instagram

Demographics – Men and Women aged between 18 to 64

Number of users – More than 1 billion

Target age and gender – Women ranging from 18 to 35 years

Best For – Foot traffic, engagement, word-of-mouth marketing

Good for these Types of businesses – Restaurants, arts and crafts, clothes and fashion, beauty, food, photography, architecture, technology, event planners, and any B2C company.

With a majority of users under the age group of 25, it is the best platform to target young demographics. Instagram is a photo app owned by Facebook and this integrates your Insta account with your Facebook account. Photos and short videos with a small amount of text do exceptionally well on Instagram. Posting high-quality photos that narrate a story makes an excellent option for creating brand awareness and engagement. If you don’t have a visual product, sorry to say, look out for some other platform.

5. YouTube

Demographics – Men and Women ranging from 18 to 65+

Number of users – 2 billion monthly users

Target age and gender – Men and Women aged between 18 to 34 years

Best For – Launching or promoting products, creating brand awareness, monitoring feedback, providing customer service
Good for these Types of businesses – Education, Retail, Marketing, Videography, Entertainment, Artists, Event promoter, and any B2C or B2B company.

Alike Instagram, Pinterest, and Snapchat, YouTube is the best platform for publishing visual content. Being owned by Google, it is the 2nd biggest search engine in the world. It is best to put up product reviews, instructional videos, and similar kinds of content. Once you upload a YouTube video, it starts showing up in Google search results. Thus, without having to spend any extra money on advertising, your business can get higher rankings and ultimately leads.

6. Pinterest

Demographics – Women aged between 18 to 64

Number of users – 300 million monthly users

Target age and gender – Women ranging from 18 to 45 years

Best For – Link clicks

Good for these Types of businesses – Fashion, Food, Beauty, Interior design, Travel, Arts and crafts, Home and garden, and any DIY.

If your business falls under the creative category, Pinterest is a must for your business. Pinterest is a place to share visual content, including everything from a scarf to an infographic. If you have your target audience on Pinterest and if you can bring life to your brand via pictures, Pinterest works best for you. The way the pin works are great for promoting your blog posts and products.

7. Yelp

Demographics – Men and Women ranging from 18 to 55+

Number of users – 178 million monthly users

Target age and gender – Men and Women aged between 35 to 44 years

Best For – Link clicks, word-of-mouth marketing

Good for these Types of businesses – Restaurants, Bloggers, Reviewers, Travel, Tourism, Health, and any B2C company.

Though Yelp is not the most preferred app when someone thinks of a social media platform, it does play a crucial role in enhancing your brand’s image. The reviews on Yelp provides a word-of-mouth confirmation about the high-quality product or service you offer to your customers. By encouraging positive reviews and replying to negative reviews, you can help improve your business reputation. It builds trust among your customers and creates a loyal customer base.

8. Snapchat

Demographics – Young people ranging from 13 to 29 years old

Number of users – 350 million monthly users

Target age and gender – Teenagers who are 13 to 17 years old

Best For – Product launches, creating brand awareness, online event

Good for these Types of businesses – Fashion, Event management, Food, Retail, Makeup, Cosmetics, Hotel, Entertainment, Automotive, Lifestyle.

If your target audience comprises mostly the younger generation, then Snapchat is one of the most effective social media platforms for your business. Millennials are adopting to Snapchat and are so loyal to them. Snapchat is an app that lets you share photos, videos, snaps, or stories with other users or to your Snapchat story. The key to success on Snapchat is the authentic content it offers that users cannot find on any other platform. Share content in a fun-filled way to see some good results.

Whatever Platform You Choose, Ensure That You Use it To its Fullest

Listed above are the top 8 social media platforms that we recommend. Hope, now you might know which social media platform is right for your business. Don’t have the time or know-how to manage them? Contact Wild Ads and let us know your marketing goals. We will help you decide your platform and create the best social media strategy. Worried about the budget? Do not fret. We also offer you advice on 10 Low-Cost Social Media Marketing Tactics that Work for your business. Grow your business like never before with the power of social media and with wild-ads.com.

When you need to take a copy of an important document, do you call it a photocopy or “Xerox”? When your friend is on the lookout for a piece of important information do you ask him to use the search engine or “Google” it? These terms are known as “generic trademarks” or “proprietary eponyms” and they are the vertex of brand awareness. These brands have become so popular that they have replaced the generic terms for similar products. If a brand name becomes a generic trademark, it is the pinnacle of brand awareness.

Is it important to brand your business? What’s the worth of digital branding? Find out the answers from this article

What is digital branding?

There’s a huge difference between the brand name and branding. Your brand name is tangible, whereas branding exists in the mind of the consumers. Branding is anything that helps your target customers instantly acknowledge your brand. Branding is how people recognize you as a company. Traditionally, a brand was recognized using its logo, slogans, name, and advertisements. But, in this digital world, a brand without a digital presence is considered as a beautiful car without tires.

Digital branding is a combination of internet branding and digital marketing. It is how you build and promote your brand online through various sources like websites, social media sites, apps, and more. Digital branding lets your brand well-known to anyone, anywhere in the world, anytime.

Why is digital branding important for a business?

Why should someone choose a specific home cleaning service company when there are a lot of other companies who do the same thing? Why most people prefer a particular online shopping site for their shopping needs? They choose those companies because of the strong feeling that they build up around their brand. This feeling among the target audience is what impels the buying decision.

If you don’t have branding, you cannot make them feel anything. Digital branding has provided a golden opportunity for businesses to reach the target audience in a very short period. Digital branding increases your company visibility online by over 400%, which leads to improved traffic, leads, conversions, and sales.

Though there’s no quick-fix for making your brand name a generic trademark, here are 10 ways to build a brand through digital marketing.

1. Know your target audience

Any business, irrespective of its size revolves around its customers. Knowing who your target audience is as important as getting new customers and maintaining a relationship with them. You should have a clear understanding of what the consumers want. Customer’s preferences are flexible and they keep changing from time to time. It is essential to stay updated with your customers’ preferences so that your brand’s values can be directed towards its audience persona.

2. Influencer marketing

75% of digital marketers use influencer marketing these days. Find friends in high places or existing influencers in your industry and get help from them to boost your brand awareness. The idea is to make them spread the word about your business for you. You can ask the influencers to review your business, put up social media posts, and more. You can also build up valuable partnerships with influencers who can help your business long-term.

3. A strong website with brand identity

A report states that 93% of the online experience starts with a website. Thus, it becomes crucial to have a strong website presence that creates a good brand impression for first-time visitors. Ensure that your website reflects your brand identity. Right from the color scheme to web design and images everything should act as your brand identity. Remember, you have only a few seconds to attract your visitors and show them why they should prefer your brand over others.

4. Make use of SEO+SEM

A winning combination of SEO+SEM strategy can help you build a strong online presence and rank higher on search engines. A combination of the two can increase the organic traffic and drive visitors that are looking for products and services offered by you. Moreover, the higher your website ranks, the more the trust it builds among your potential customers. Implementing a well-planned SEO+SEM strategy can help build your brand more effectively and increase your revenue significantly. You can approach an SEO company who can build up a well-planned strategy and provide you with some worthwhile digital marketing tips.

5. Impressive content

Again, another great way to get your brand well-known online is content. Content is the only way through which you speak to your customers. It helps in creating the brand personality you want your audience to perceive. Ensure that your content is valuable and appealing. If your content fails to inform the customers to make informed choices, then they will move towards a different brand. Irrespective of the type of content, good content creates brand reputation, earns natural backlink, increases traffic, and leads.

6. Social media focus

People nowadays spend a huge amount of their time on social media, which presents a great opportunity for businesses to market their brand online. With the increasing number of social media sites, it is imperative that you understand the pros and cons of each and choose a platform wisely. Know where your target audiences hang and focus on those platforms. For example, if you’re into creative industries or run a photo studio, you can choose Instagram. If you’re a B2B company, you can choose Twitter.

7. Use videos to tell your brand story

Want to be an indelible brand? Use video content to tell your story. Videos are a great way to speed up the growth of your brand online. If you want to increase your engagement online, invest in personalization. People are driven by emotions and when you create emotionally moving and compelling videos, that can help your brand connect with your customers at a more personal level. It can also build credibility for your brand online.

8. Listen to your customers

Social listening is another important factor in building your brand online. You need to pay attention to what people are discussing your brand online. Have a comprehensive insight into your audience. Know what their expectations are and respond to their comments and reviews. When something goes wrong to make efforts to set them right. You can also use Google Analytics to gain more insight into how your audience perceives your brand.

9. Integrated marketing

Integrated marketing is the process of combining various promotional mix elements to communicate with your target audience. Integrated marketing insists that it is important to understand that different channels have different types of audience and are better suited for different types of messaging due to their distinct pros and cons. You should optimize the ad campaigns accordingly while the overall feel of the content remaining consistent. This will enhance your brand’s voice and increase overall awareness of your brand.

10. Run webinars and contests

Webinars and contests are one of the best ways to build brand awareness and position yourself as an industry leader. You will not believe that it could generate 35% of your followers and bring in 1000s of leads for your business. For a successful online business, you need to generate leads that can be converted into sales. Running a webinar or social media contest can help you with this.

The whole concept of digital branding is a long-term process and might seem a little ambiguous. But, the more consistent you are with these basic branding strategies the more likely you can improve your brand awareness. Digital Branding, when done correctly, will reduce your acquisition costs and increase return on investments to a considerable extent.