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Relevance of Local Content in the Era of 4G World

Type it, We Have it!

In today’s world where everyone is connected to a high speed 4G internet speed and everything is just a click away, it is not difficult to say “TYPE IT, WE HAVE IT”. With the ability of google to suggest the near by spots to fulfill your requirement which you searched for, local businesses are now somewhat capable to survive among the big giants in their industry. Not only the small business but even the large business brands which have their transactions made through local counters spread across the globe or to few countries, are benefiting from it.

In today’s time, almost everyone is using a smartphone with a high speed 4G internet speed in it and making more searches on these devices rather than a laptop or a desktop computer, a user can search for their requirement on Google and based upon their location, Google provides the nearby shops, stores or business units where the user can easily reach out and can fulfill the user requirement.

So how does Local Content Search works?

This is an opportunity for all the business house no matter micro, small, medium or large, to attract a huge number of customers which are nearby to their location along with clients from a distant place. All that firm has to do is to use local content while creating their website and show themselves that they are available at the location from where the customer is searching. The local content can be something about the place where the business is operating along with the services that the business is offering to its customers, consumers feedback received from the clients who have already used their services, etc. Anything which showcase the presence of the firm in a particular area can be used for creating local content leading to local marketing. This content is used by Google to tell the searchers on their website about the providers of the services which the user is looking for leading to increase in customer base.

Why does Local Content has such High Demand?

With the introduction of the ‘Pigeon Update’, local content has been in talks and is growing at a very fast pace. Local content has become a treat for the entrepreneurs since the time Google has started showing the nearby locations whenever a user searches for something. With the increasing use of the smartphones to search google for various things, it has become really important for a entrepreneur to keep a keen eye on the local content. Here’s Why:

Google value its searchers time – Google tries to provide its users with a solution with which a user can easily fulfill the requirement with minimal amount of time spent of the user in achieving what the user wants. Google will show where a user can find the services which s/he require nearby him or her saving the time which gets wasted in travelling to far of locations.
Google Search
Increase use of 4G Smartphones and other portable devices – With the increasing use of the smartphones a user nowadays uses various applications which are connected to google to find the nearby spots where he can services where google provides the users places which are nearby to the location from where the user is searching from using the GPS system of the smartphone.
Increasing number of competitors – With the huge number of competitors in market which vary from a micro to named and large corporate, it becomes really difficult to survive in the market. Using the local content, an SME enterprise can give a tough competition in the market by attracting customers which are nearby to his/her business location who searches for the services on google.
Showcasing its presence – Using the local content any enterprise can make their presence feel to the people in the market. Local content helps the enterprise to be found by the customers which acts as a PULL strategy for the enterprise leading to more number of customers approaching the firm for their services or the products.
Local Business Listing
Marketing themselves – Local content also helps to market a brand name in the market and showcase their potential to the customers. Whenever the searcher use local keywords such as location, he/she will have a better visibility.
Better Search Engine Ranking – Local content not only helps the business to be easily visible to the potential customers but it also helps the firm to improve their ranking on google search results in the organic results category. This means more potential finders will be able to know about the business without putting in much efforts.
Maintenance of Online Reputation – No matter a business is small, medium or large, every firm needs to maintain a good reputation with the customer. Positive local content helps the to create a good image among the customers and maintain a good reputation and a long lasting relationship with the customers.
Showcase expertise around the region – Local content helps a firm to showcase their expertise around the area where the firm is operating and if done properly can also helps the firm to showcase themselves to be the king of that area or sometimes of the city.
Segregation of marketing strategies – Depending upon their location of operations, local content also helps to create different – different marketing strategies aligned to the local content using Integrated Marketing Communication targeting the local audience. In case multi-location a firm would be able to create local marketing strategies which might be aligned to local content.
Link building or word of mouth – When customer base increases, number of mouths which speaks for your business also increases. Increasing number of customers through word of mouth also needs to be catered but customer before using your services checks research about your business. Local content helps to cater these customers as well as customer will be willing to know if the kind of services or firm is operational at other locations.

Therefore it is really important for any enterprise to not only think about the big things but also to work upon the local content which in future will play a really powerful role, which if neglected, may result in bad result for the enterprise. In today’s date, Content Marketing is the best tool to attract huge number of customers specially when it comes to Local Content which talks for the people around the business.

Photo Credit: dawsondawsoninc.com

Geet Arora

How Keywords Plays An Important Role In Doubling Your Website’s Traffic

Today in the era of digital marketing, keywords plays crucial role in online marketing. They are very important for every business website as they drive targeted business traffic to your business.

What are Keywords?

Keywords are the most fundamental and significant element of digital marketing. They act like connectors for digital marketers that connect them to their audience or customers. The majority of people look for products and services online and the first thing they do is to type in their requirement in the search box and their typed requirement acts as a keyword phrase.

Importance of Keywords

Majority of people look for their products online and they depend on keywords and depend on search engine results pages before they make any purchase as they prefer first page or they don’t go beyond the first page to look for an options. Therefore, selecting a good keyword can help business to be on the first page on search engine and their website can drive traffic.

How Keywords work in PPC Advertisements?

In a PPC campaign, you pay Google however much you wish to have them list ads for your site at the top and right of the organic search listings. When someone clicks on your ad, you pay the current Cost Per Click (CPC) from your budget. In the process of displaying ads and attracting customers to your website, keywords stands in the centre as the keyword selection drives the consumers that will see your ads. Selecting a right keyword for the right ad will lead to a successful online business. Keywords are critical to your search campaigns. They are the queries that customer searches, so, a right keyword will help your customers reaching you.

Types of Keyword Match

While bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how restrictively you want it to match your advertisements to keyword searches. There are five different match types to choose from when advertising with Google AdWords.

BROAD MATCH: It is the default match type and by using this type your advertisement is eligible to appear on user’s search query which is related to your keyword through synonyms, misspellings, variations (such as colour, size, location), singular, plural etc.
PHRASE MATCH In Phrase Match your advertisement is eligible only when the order of the query remain intact to the keyword and no words are inserted in the middle. Only variation to the phrase such as singular, plural and misspelling are allowed.
EXACT MATCH: It is the most specific and restrictive match type. By using this match type user can see your ad only when they type your exact keyword phrase by itself.
BROAD MATCH MODIFIER: This match type is very similar to broad match type and the only exception is that the words with + sign before are compulsory and must be present in your search query for your Ad to trigger.

Few tips to be followed while selecting right keyword:

While selecting your keyword make sure you find out right word or phrase that are relevant to your product. It helps audience to find out about your business when they will search for that product or service. While selecting a keyword ask yourself ” Does your keyword really matches with what your business does” ?
Search well about the volume of your selected keyword before finalising it. There are number of free and paid keyword research tools which help you see approximate search volumes for each keyword and as well as the competition with that keyword i.e how many other websites are using that keyword.
Put yourself in place of your clients or customers and think how they would search for you, rather than how you want to be found for.
Keep an eye on your competitors and check the number of advertisers bidding on each keyword relative to all keywords across Google for the location and targeted set.
Understand the approximate cost per click you might pay if you bid on a keyword.
Use keyword planner.

What is Keyword Planner?

Keyword planner is a free AdWords tool for a new and experienced advertisers to search to helpful keyword ideas. Keyword Planner lay the groundwork for successful campaign. This tool is compatible in 7 languages (English, Spanish, German, French, Italian, Portuguese, and Russian).

Benefits of Keyword Planner

Discover new keywords: Keyword planner starts by searching words and phrases related to your product and services. It works to find the keywords that are most relevant to your business which you can then choose to add to your plan.
Compare keywords trends : Keyword planner suggests bid estimates and it helps you see how often keywords are searched and how their search volume changes over the period of time. Through this tool you can narrow down your keyword list and set your budget for the keywords you really want.

What are Negative Keywords?

Negative keywords are the type of keywords that prevents your ad being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match. While traditional keywords trigger your ads to display for relevant searches, negative keywords prevents your ads from being triggered. The search networks will know not to show your ad for anyone searching a phrase that contains your negative keyword. For example: When you add “information” to your list of negative keywords then any person who will search for information about your product will not see your advertisement. There are people who search for items before buying the product, so these keywords help you avoid the clicks from those customers as you are paying for every click you get. You can add any word or phrase as a negative keyword that to think can lead unwanted clicks to your ad and therefore an unnecessary spending.

CONCLUSION:

It is very important to make online marketing strategy and selecting a keyword that will help them make their business success as a wrong keyword can damage your brand value.

Photo Credits: Digital Vidya Media Library

Isha Jain

Browse Category: Search Engine Optimization (SEO)