Hummingbird Update – How it changes the SEO landscape

Google has done it, it has sneaked in a update, which was undetected by most SEO practitioners.

What is Hummingbird Update?

Its a update that focuses on better handling “conversational search queries” and improving the quality of results returned for them.

So what does this mean?

Lets understand the term “conversational search queries”. Google says more and more people are speaking into their mobiles and laptops, and using voice search. When using voice search most people tend to speak out their queries in conversational manner.

Lets say I want to know where is the nearest Pizza Hut outlet located. If I were to ask this question to a friend during a conversation I would ask something like this “ do you know where is the nearest Pizza Hut outlet located?”. As opposed to this if I were to type my query into Google I was more likely to type “Pizza hut outlets” or some such similar term to save on having to type long queries. Also I know longer query would bring in some garbled results so I would type specific words to narrow down my search. 

As voice search is increasing more and more people are searching Google using “Conversational Search Queries”; so Google has reworked its entire Algorithm to show more relevant results to its users when they input such queries.

Lets go back to the example of:  “where is the nearest Pizza hut outlet located?

Before Hummingbird: Google focuses on selected terms and in a disassociated way – “where is the nearest Pizza hut outlet located?” the search results from this kind of query were a mixed lot and user experience was dampened.

After Hummingbird: Google focuses entire phrase “where is the nearest Pizza hut outlet located?”, it tries to read the intent behind your query. It acts as a intelligent search engine and tries to bring in relevant search results by deciphering your search query in a comprehensive manner.

Why is Hummingbird so special?

Humminbird update has reworked the entire Google Algorithm, its a rewrite that comes after 12 years. And considering that Google itself is 15 years old, this update is like a milestone in Google’s history.

What are new SEO Guidelines after Hummingbird?

Hummingbird update was so named by Google because it says the new update makes the search precise and fast. So to keep up with this update SEO too needs to become precise and more focused. We have collected the important pointers given by SEO veterans and here are the new SEO guidelines that will help you keep up with Hummingbird:

Trond Lyngbø - Senior SEO Strategist at Metronet Norge

1 Learn all about semantic search and the knowledge graph concept and mould your SEO efforts to keep in line with these new and evolving concepts.

2 Forget keywords. Become human. Start thinking as your target audience does,explore the information your audience is seeking, the questions they ask and answers they want. Position yourself as provider of this information.

3 Identify intent, needs and problems. Provide solutions and answers. Look at queries and what they really need. Give them what the people behind the queries want.

David AmerlandOwner & Founder HMS Media

“The need to identify the USP of each business and become authoritative within it is now a key criteria for continued SEO success. The comparison element that has been integrated suggests that semantic mark-up may begin to confer an advantage now when it comes to helping index information in products and services.”

Bottom Line is:

  • Hummingbird has already been operational for a month, so if your website has not witnessed any ranking drop, or traffic change in the previous month, your SEO is working fine.
  • If your website has witnessed some positive changes in last month, your SEO is going great, do share the secret with us :)
  • If your website has witnessed negative impact during the last month, then here are few tips to get your SEO in tune with Hummingbird:

1.Understand semantic search and knowledge graph. Learn how you can make it work for your website

2. Learn to decipher your audience’s intent behind the words used by them. Forget keyword. Focus on intent. Design your website and content to cater to customer intent, need and problems.

3. Use social media like crazy, interact with your customer on daily basis if not hourly. Learn their language, what they seek and what will please them. If your customer refers to your product by a slang term, you need to learn that too. Optimize your content for the same as well.

4. Make excellence your obsession when designing content. Your content should be designed not for keywords or keyphrases. It needs to be designed for inspiring trust in your target audience. Make it aesthetically as well as intellectually appealing and stimulating. Such content generates social signals itself by being liked shared and spread around. And hummingbird update makes social signals evemore powerful in terms of impact on the website rankings.

Is SEO dead?

No it is evolving to become more social more intelligent just like humans evolved from our ancestors. If a SEO practitioner is willing to evolve with Google then they can be in business forever.

Google has changed the game and the ball is now in the customer’s court. If you want to win the game, you gotta focus on winning over your customer like there is no tomorrow.

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Google Penguin 2.0 Update: 22nd May 2013

Google Penguin 2.0 Update: 22nd May 2013

Penguin 2.0 Update: 22nd May 2013

 

Click to read about Latest Penguin 2.0 Update - http://webseoservices.in/blog/keeping-up-with-google-updates-penguin-panda-and-more/

Posted in Free Resources, Free SEO Tutorial, Google Update, Link Building, SEO | Tagged | 2 Comments

Google Disavow Tool – How it can help remove Penalties

Disavow is a word of common English, however a Google images search for ‘disavow’ will bombard you with images relating to Google Disavow tool only. So what’s the Google disavow tool? And how can it aid you in your SEO efforts?

What_is_google_disavow

I have used the tool myself to disavow a number of links, and from my personal experience, yes the tool works. But it’s no magic wand.

Why do I need the Google Disavow tool?

Google keeps updating its ranking algorithm on a continuous basis. A major part of this ranking algorithm is evaluation of the inbounds links flowing into each website. Although there are 200 different factors that decide the ranking of a website on Google SERP, inbound links and their quality is a relatively major factor. Many a times you might end up with an inbound link to your website, that’s of a poor quality as per Google. In this case, when Google discovers such poor quality links, it might penalize you either via a manual or algorithmic penalty. If you are penalized due to poor quality inbound links disavow tool is what can help you.

How does it work? 

You submit a list of inbounds links which you would like disavow, to Google. Google goes through this list manually, if it feels you have done your part right, it might accept your submission and inform you of the same.  In case of manual penalty, Google will inform you if it accepts your disavow submission and lifts the penalty. In case of an algorithmic penalty, Google may/may not inform you of acceptance of the disavow submission, however if Google has accepted and processed the request, your website will be able to notice ranking change in the next algorithmic update.

When should I use Google Disavow Tool?

  • If you have received a manual penalty notice in your Google webmaster account
  • If you have received unnatural links warning
  • If your website has been hit by Penguin update
  • You are  a victim of ‘Negative SEO

how_to_use_google_disavow_tool

  1. Get your Backlink Profile

Google recommends downloading your Latest Links report directly from Webmaster Tools. However the number of backlinks you will get from this report are limited. In order to ensure a more comprehensive backlink profile for your website you can use one or many tools from amongst; ahrefs, majestic seo, opensiteexplorer, Screamingfrog and many more. Download your backlinks data from as many avenues as possible.

2.  Find the Rouge Links:

Collect all the downloaded backlinks into 1 excel sheet, clean them for duplicates. Now finally you are looking at your websites backlinks profile. To find the bad/rouge links from amongst these you can either do a manual analysis or use one of the link removal research tools like Link Detox, Remove’em, etc. Finally as an end product you should have a list of the bad links linking to your website.

3.  Get your Mailer working:

Collect contact information of webmasters of the website which are hosting the bad link coming in to your website. Design a link removal request mail and get sending it to all the webmaster whose website are sending you the bad links. Some of the webmasters (approx 5- 10%) might comply with your request, others might either turn it down or ignore your mail.

4.  Reorganize:

Review your bad links list, and segregate from amongst them the links which the webmasters have removed after you sent them the removal request mail. Now the links that are still in place, is the list of links that’s you need to put up in the Google Disavow tool

5. The moment has arrived – Google Disavow Tool:

Log onto your Google Webmasters account and go to the disavow tool.  Once here, you will be greeted by this screen. In case you use this Google webmaster account for more than 1 site, you can select the site for which you want to disavow links from the drop down menu. Next click on disavow links

Google_disavow_tool

Now comes up the page for uploading your disavow links file. 

google_disavowBefore uploading ensure that your file:

  • Is in .txt format only
  • Is encoded in either UTF-8 or 7-bit ASCII only
  • Contains only one link per line
  • If you want Google to ignore all links from an entire domain (like example.com), add the line “domain:example.com”
  • Any extra information besides the links/domains to be disavowed should begin with # character
  • Contains only the links to be disavowed

Sample of Valid Disavow file:

goolge_disavow_file_validAdvice: In case you have too many bad links from a domain, disavow the entire domain. Do not nitpick for the very bad links from bad links, such tactic will not help your cleanup efforts.

Conclusion:

Google Disavow Tool is a useful addition by Google. Use it to aid your SEO efforts. do not rely on it alone to clean up your act for you and get you back to your former glory.

Use it, and then work yourself to build relevant and quality links, with the requisite link diversity. These will build your website trust and send right signals to Google.

Infographic – Google disavow tool

Google_disavow_toolFAQs on Google Disavow Tool

Posted in Free Resources, Free SEO Tutorial, Google Update, SEO, SEO Tools | Tagged , , , , , , , | 1 Comment

Best Free Google SEO Tools

Most common myth is that Search Engine’s abhor SEO. However as we said already, this is a myth. Right from Google to Yahoo, all major Search Engine’s have always maintained that healthy SEO practices and using ‘White hat’ techniques are always welcomed by them.

Google has gone ahead and provided various tools, which in right hands can make SEO much more in-depth and effective. Here’s a list of the tools we found to have maximum utility to anybody seeking to implement SEO for their website/blog.

These Google tools can and should be used by everybody who’s into SEO. Enjoy the booty :)


The God of all SEO tools, Google Webmaster is a boon from Google. Its comprehensive and highly in-depth. Once you master how to use it, its myriad functions can take your website/ blog from good to perfect in SEO terms.

This tools helps in identifying numerous technical issues right from ‘broken links’ upto ‘reasons for your website’s slow speed’. Beware if you think of this as a mere technical tools, it’s a vast data mining resource center too. This tool can tell you what search queries lead to your pages, so you can fine-tune your keywords.


Google Analytics analysis your website/blog for you. It’s a very useful analytics tool. So long as you use ethical SEO techniques, you are absolutely going to love Google Analytics. I mention the ‘ethical’ part because Google Analytics brings your website, under Google scanner; and if you are up to any mischief then Google is quite likely to get hold of it and punish you appropriately.

Google Analytics acts like your free Analyst; it tells you exactly what’s going on with your website. There is a whole gamut of information you can access ranging from ‘source of visitor’ to ‘bounce rates’. These data enable you to measure the performance of your website most accurately.

Webshot of Google Analytics Dashboard

Here is a screenshot of Google Analytics Dashboard, which offers a host of features to perform in-depth analysis of your website/ blog.



Google Website Optimizer name sys it all. This tool is what every website should be using. It allows for you to test different versions of your pages. Once you select the pages you want to work on. The optimizer will suggest various permutation & combination you can use to design those pages. Best is yet to come, the program tests your chosen combination against your real audience. The audience response is monitored to produce a wealth of data which is analysed and presented to you; to make informed decisions.

This tool is a lifesaver, as it allows users to test various versions of their website, and then implement what audience likes most. Thus improving areas like sales, leads and decreasing the cost for the same.
Webshot of Google Website Optimizer

This is a screenshot of Google Website Optimizer. It works by treating each website for optimization as a experiment. When you click on ‘create a new experiment’ you are provided two options to choose from on which you want to base your experiment.



This tool is designed to allow comparative analysis of search terms. It allows you to enter single/ multiple keywords and then generates a chart showing their comparative popularity. This tool can also be used for comparing websites too. This tool helps you in determining the popularty trend of a keyword/website and if the trend follows a particular pattern, like cyclical/ weather based etc. For optimum results combine results from this tool, with its more advanced version Google insights. This will provide more detailed analysis.

Webshot of Google Trends Page

Here we have compared the Terms ‘SEO’ & ‘Search Engine Optimization’ to see their usage trend and comparatively decide which term is more popular and if any of them show some pattern in their trends.



As we mentioned before, Google Insights is the advance version of Google Trends. This tool is slick and exhaustive. It allows for comparison by Keywords, Location & also Time range. This tool is meant for everybody, as its coverage is visrtually all inclusive. In case you are designing a marketing campaign, 1st use comparions by ‘Search terms’ and determine which keywords will offer you maximum audience. Next use comparison by ‘Location’ to find the location most suited to launch your campaign. And finally fine-tune your campaign by using compare by ‘Time ranges’ to determine the best time to launch your campign. And voila! You are all set.

Did we mention the various filters you can use to tweak your search results!! They are like icing on the cake. This tool is perfect for bloggers too, as they can use it to gain insights into what are the topics catching public fantasy and cover the same in their blog.

Webshot of Google Insights for Search Page

Here we have compared the Terms ‘SEO’ & ‘Search Engine Optimization’ to gain better insights on their usage as Search terms.




Your very own mailman. Google alerts is a highly under-rated tool, its utility is best known to its users. This tool can be used to set-up alerts, for any topic/ word under the sun. It can even be filtered for sending only ‘news/ images/ real-time’ etc alerts. For companies this tool is the best invention, as it helps them in keeping a ear to the internet chatter, and monitor where all its name and brand is being mentioned and take action regarding the same if required. For bloggers, this tool can help them get an idea of the popular topics being discussed in their field, and the views and opinions floating about it. This will aid the blogger in writing more relevant and informed posts.

Webshot of Google Alerts

A Screenshot of Google Alerts, which can be used to the optimum by setting various filters to fine-tune the alert results and its place of delivery too.


All these tools are great; they do just what they are meant to do, help out the human working with them. But do not over-estimate the tools; they are as useful as you make them to be. The numbers generated by these tools are not always accurate and should be taken with requisite caution.

These tools are designed by experts, so we would highly recommend them to all our readers. Each tool, has its own user guidance section as well as ‘Help’ section to guide you in using the tool. Use these tools judiciously and they can provide you with amazing results. Right from finding keywords, to ensuring technical soundness of your website, these tools provide a gamut of options. And heck, these tools are free so why not use them :)
Posted in Free Resources, Link Building, SEO | Tagged , | 2 Comments

Free Keyword Research Tools

Keyword Suggestion Tools

I will be frank, long winded SEO post are not my cup of tea. I am more of a ‘to the point’ writer. So although this post might look long its a really quick read. First step of any new blog post is conducting Keyword research for the same. You have a broad topic in mind, but narrowing it down to find the right keywords which:

  • most relevant to the post which you are going to write

                                          and also 

  • which has minimum level of competition.

becomes a herculean task at times. It is essential to have the right Keyword research tools in your repertoire for such times. Here I am going to share with you some Free keyword research tool and also some paid keyword analysis tool which will help you augment your keyword research process and can help you gain more traffic for your site or blog.

As a blogger you always look for such opportunities where there is less competition so that you can write a blog post on such good traffic keywords. The below keyword analysis tools will help you in doing the proper keyword research.

Free Keyword Research Tools

Number 1: -

Keyword Research Tool is Google AdWords Keyword Tool -

Best part of Google keyword tool is that it’s a free tool and it is one of the best keyword research tools available on the planet. To use this free keyword suggestion tool all you need is a Gmail ID through which can you log into your Google adwords account and then you can start using this free keyword research tool. All you need to input is some of keywords you have in mind and using these as base Google keyword tool will suggest you many keywords which are searched online and which can be potential keywords for you.

Link: adwords.google.com/o/KeywordTool

adwords keyword tool

 

Number 2: -

Keyword Analysis Tool is Google Trends -

Google Trends is a great keyword analysis tool; with the help of Google trends you can check the trend of the keywords over a period of time and at specific geographic location; basically this keyword analysis tool helps you visualize the search trend over time for the keyword you have chosen to target. It’s a free tool which works quite well.

Link: google.com/trends/

google trends keyword tool

 

Number 3: -

Free Keyword Suggestion Tool is Google Search Autofill -

Anyone who ever used Google has used this keyword suggestion tool; if you direct your attention to the Google search box, while typing any keyword, you notice Google suggests you various popular searches related to the keyword or phrase you are typing; that is nothing but Google search auto fill keyword tool. Use this wisely and in matter of minutes you will know whats the popular keyword/key-phrase that your target audience is looking at.

Link: Google.com

Google autofill searchbox keyword suggestion tool

 

Number 4: -

Free Keyword Suggestion Tool is Ubersuggest

Ubersuggest is one of my favorite free keyword suggestion tool, it gives you so many suggestion which are really useful and these long tail suggestions give you a great base for your keyword research; having collected all the data from Ubersuggest you can use that in various other keyword research tools and refine your search to get the best keywords for your web pages.

Link: ubersuggest.org

ubersuggest keyword suggestion tool

Number 5: -

Free Keyword Suggestion Tool is Soovle

Soovle, is one of the Best & Free keyword suggestion tools which gives you suggestions from various sites at one place: Google, Bing, Yahoo, Amazon, Wikipedia and a couple others. It gives you the popular searches happening on various above mentioned networks. I strongly recommend using Soovle & Ubersuggest in any keyword research you do.

Link: soovle.com

soovle keyword suggestion tool

Paid Keyword Research Tools:

Number 1: -

Paid Keyword Suggestion Tool is Market Samurai

Market Samurai is paid keyword research tool;I have been using this tool from quite some time and I think it’s a value for money tool. It gives you lot of keyword suggestion plus it also checks the keyword’s potential for you within a fraction of time. It does all the calculation for you and provides you the best recommended keywords. It also has a functionality where you can check the SEO competition for a particular keyword and it also displays for you the chance to rank for it. Market Samurai has various other functionalities you can check it in detail at its site link given below.

Link: Market Samurai

keywords analysis tool-marketsamurai

 

Number 2: -

Paid Keyword Analysis Tool is Long Tail Pro

Long Tail Pro is another Paid keyword research tool; similar to Market Samurai; I have not tried it but you can try as it comes with a 10 day free trail.

Link: Long Tail Pro

 

Long-Tail-Pro-Keyword-Research

You can also look at various other paid keyword analysis tools mentioned below -

To summarize this you may choose to use any one or a combination of Keyword Research tools, but always remember to make sure that your selected keywords pass the muster by being:

  • Relevant
  • Moderately Competitive
  • Commercially Viable

Hope you found this post useful; please share this post with others and add your comments below.

Posted in Free Resources, Free SEO Tutorial, SEO | Tagged , , , , | Leave a comment

SEO Tips for 2013

SEO Tips

Over last few years Google has changed its algorithms tremendously. Every change has made Webmasters groans, and most changes have brought on a deluge of complaints from webmasters and SEO’ers across the world. New Year new tricks. So let’s check out what are the SEO tips and tricks for 2013.

 SEO Tip 1: DIVERSIFY Links

Your link building efforts need to be as diversified as possible. There was a time when ‘Social Bookmarking’ and ‘Directory’ link used to be enough to get ranked on Google. Today you need more. Ensure your inbound links are spread over different variety like these:

  • Articleseo tips seo tips seo tips
  • Forum links
  • Social Bookmarking
  • Directories
  • Blog Comments

 

 

SEO Tip 2: GET REAL Anchor Text

seo tips and tricks seo tips and tricks seo tips and tricks

The era of building 80-90% links with Keyword right Anchor Text has gone by. Google has got sharper, and Anchor Text distribution counts in a big way. Over optimized anchor text with highly skewed keyword rich anchor text is very likely to get you a rap from Google. It is crucial that you spread your anchor text over following variety of words/ phrases:

  • Keywords (plumbers in London, London plumbers)
  • Niche related generic words (plumbers, plumber)
  • Company Name
  • Generic words (click here, my link)

 

SEO Tip 3: LOOK BEYOND Google

Google is growing, but so are other search engines. Slowly Yahoo and Bing too are making a

seo techniques seo techniques seo techniques

comeback and making their presence felt in Search engines business. Make sure to diversify your traffic source. Look to rank higher on Yahoo as well as Bing. Google keeps changing its algorithm frequently, and as a webmaster you can try to keep up with Google but you never know when Google might turn the tables on you with any unexpected and unforeseen change. Make sure you exploit the potential of other Search Engines too. Do not depend only on Google for your livelihood.

 

SEO Tip 4: MOBILIZE Your Site

seo tips

Mobile browsing is growing and it is a trend that’s going to keep moving upwards in near future. From school kids to businesspersons every individual is mobile savvy, and the tendency to browse net via mobile while on move is increasing. Depending on your niche its crucial that you have a Mobile friendly website or a website dedicated  for Mobile users only on a immediate basis. As mobile search is set to surpass desktop search by 2014, this is your last chance to make sure your website is ready for the mobile age.

 

SEO Tip 5: SOCIALIZE Your Website

seo techniquesSocial Media Marketing (SMM) is the ‘in thing’. Its easier in some niches like ‘food, ecommerce’ etc and a challenge in some other niches like ‘industrial goods’  etc. However its here to stay so you better get a hang of it. SMM is not only about creating a Facebook, Twitter, Google+ etc etc.. page for your company and leaving it there. It’s about doing that and then some. SMM entails engaging with your users on these platforms, making sure you hear them and interact with them. Using these platforms to promote your brand and spread the word far and wide is how you can reap maximum benefits from this Marketing.  And most importantly SMM is crucial as Google has mentioned that it does take into account social signals to determine search rankings. Now that might get you moving :-)

These 5 SEO tips will help you succeed in SEO in 2013. We will keep adding to this list. Do check in often. Hope you will make the use of these SEO Techniques. Thanks for reading; do leave your valuable comments.

 

Posted in Link Building, SEO, Social Media | Tagged , , | 9 Comments

No Love Lost between Interflora & Google

Latest to bear the brunt of Google’s Webspam team is ‘Interflora the UK flower giant’. And the punishment Google has meted out to Interflora is nothing short of harsh. Google has pulled down Interflora’s SERP ranking. Interflora website doesn’t rank on first page of Google for generic terms of its industry like ‘’flower’, ‘flower delivery’ etc. Moreover currently the website is not ranking on first page of Google for its own brand name. All this ranking loss is a sizable hit for this Flower giant.

So what exactly did Interflora do, to earn the ire of Google. Notwithstanding Google’s no comments stand ; fellow SEO sleuths got on the work of unearthing what went on behind the scenes.

The most common theory doing rounds is that of ‘Paid Advertorials with unnatural links’ being the reason Interflora was penalized by Google. This theory is being supported as well as written off by equal number of people. Let’s use this opportunity understand what exactly are ‘Paid Advertorials with unnatural links’. This penalty is an important learning opportunity for all those companies looking to get SEO and online media campaign for their website.

So what went wrong here???

Interflora is a flower giant, and ‘Valentine’s Day’ is one of the busiest time for the flower business. As with any company, about a month before the actual day, Interflora must have started aggressive promotional activities to gain customer eyeballs and grab business over competitors.

Amongst the various other strategies they might have adopted. One that is speculated to have backfired for them was ‘Paid Advertorial, with unnatural links’.

Understanding Advertorial: 

For those of us who are not sure what advertorials exactly are; here’s a helpful definition from the ‘Merriam –Webster Dictionary’

advertorials  plural of ad·ver·to·ri·al

Noun
A newspaper or magazine advertisement giving information about a product in the style of an editorial or objective journalistic article.

In simple terms. Advertorial is amalgamation of an Advertisement and Editorial. Research has shown that people give more credibility to editorial content than advertisement. And this gave rise to Advertorials. Advertorial look something like this.

Advetorial

Of course these placements come at a price. After all you are trying to mimic editorial content. Nothing wrong there. Many companies used paid advertorials as a way to promote their product/service. Such paid advertorials are a part of print as well as online media.

Typically in online media such advertorials carry a link of the company that owns the product/service that is being advertised. That’s to help the customer reach out to the product/service if they find it to be interesting/useful.

This link has to formatted correctly. Or it can lead to disastrous results such as the one Interflora ended up with.

Understanding Unnatural links:

To understand these links better lets understand a few basic facts about links. Every link that flows from your page to an external website not only connects the two websites; but also acts as a passage for your website’s link juice to flow over to the external website.

Link juice flow

Your website’s link juice is what helps your website develop its authority, page rank and ranking on Google search.

Without the link juice your website, would soon lose its page rank, ranking and most importantly its place on Google SERP.

So when you place a link of external website on your website, you are passing on your precious link juice to the external website, without even being aware of the same and thus draining your website of its power. In order to protect your website from this power drain whilst still linking out to an external website. You need to use a ‘rel=nofollow’ tag. This tag acts like a barrier which stops the flow of your link juice to external website while still maintaining the link.

Link juice flow with rel="nofollow"

This creates for healthy linking practice, which is in line with Google guidelines and constitutes as a natural link. Thus ensuring that your website doesn’t get any rap from Google either.

Without correct formatting, your website will keep weakening from the link juice drain to external websites.

loss of Link juice

Now that we have cleared the concept of link juice and its flow, let’s see how the paid advertorials might have gone wrong for Interflora.

Back to Interflora:

Interflora had contacted a bunch of UK news websites to feature its advertorial, which also carried a link of the Interflora’s website. This is known for a fact, as Interflora’s Advertorials have been featured on many news website. However following the controversy some of these websites, have taken down these advertorials. While some other continue to keep them in place.

Example

The theory of ‘Paid Advertorials with Unnatural links’ works out as following:

When placing the Advertorials on their website, along with Interflora’s link in the same, going against the healthy linking practice; these news websites did not apply the barrier to their link juice flow. This resulted in their link juices flowing over to the Interflora website. This helped boost the quantity of link juice that Interflora had. Thus helping Interflora rank higher on Google SERP’s and boost up its Pagerank, by unnatural means.

As these unnatural links, were draining the link juice of these news website, their willingness to go forth with such links, must have come at some cost. If this theory is to hold good, it’s safe to assume that Interflora must have paid sizeable amount of money to these news website to leave the link juice flow on.

This makes the playing field biased in terms of Interflora. This extra link juice with relevant anchor text; would have helped Interflora website improve its position on Google SERP and thus outbid its competitors, who might have been working with natural link building practices. This must have helped Interflora corner a sizable proportion of Valentine’s Day sales.

Smart move. But not in line with Google guidelines. If this assumption of ‘Paid Advertorials with Unnatural links is right’ then if and when Google must have discovered this little secret of Interflora and its news website buddies it must have gone berserk.  As neither Google nor Interflora, has made any official statement about this penalty and its causes, we are working on hypothetical basis here.

However this is for sure that Interflora as well as many of UK’s news website were upto something that violated Google’s guidelines, which got them such hard rap from Google.

Not only Interflora is the one to suffer in this carnage. Google has deftly handed out punishment to a bunch of UK’s new website as well. Many websites have lost their ranking completely. Websites, with Pagerank as high as 6, have been brought down to Pagerank 0 by Google.

That’s a deadly blow, considering that with 0 page rank these websites will get pushed behind in SERP’s drastically, and this will result in lower viewers reaching them, which in turn will affect their advertisers, who might start pulling out. This ultimately hitting the revenue generation of these websites.

So what exactly did the News Websites, or Interflora do, we don’t know for sure. Its all speculation unless confirmed by either of the involved parties, but this is a point in case for all website owners to make sure that when doing any sorts of Online promotional activity or Link building exercise make sure you adhere to all Google guidelines diligently. And in case you plan to hire an external agency for these activities make sure that you and your agency are on the same page and you are kept in loop about all the activities the agency undertakes to promote your website in Google and other search engines.

Posted in Google Update, Link Building, SEO | Leave a comment

Learn Google Analytics

Here we have compiled everything you need to know to get started with Google Analytics in general, and specifically with its Version 5. Unarguably one of the most powerful web analytics applications available in today’s time. Whatsmore Google Analytics (GA) is entirely free program, and this makes it even more appealing.

GA Version 5 – What’s new?

  • There have been some fairly significant user interface changes.
  • Latest GA version is very comprehensive it has been expanded to include many more details and reports, which has enriched the whole GA experience considerably
  • GA (v5) has been revamped and made much more focused, clean and systematic. Various reports have been organized in a sleek manner under different categories and sub-categories. This categorisation ensures that even a novice can gain tremendous benefit from the various features GA offers.
  • Each area like visitors, content etc have been covered in more detailed manner and the parameters used to decipher them have been enhanced for more useful information.
  • New GA (v5) is considerably easier to understand as certain parameters are stacked against each other like Frequency & Recency, new v/s returning visitors; which allows the user to get real useful information from the data. Also the help section has been improved and been made much more detailed and inclusive.

New Features in Google Analytics v5?

1.     Custom dashboard: Most prominent new features in Analytics version 5 is the addition of custom dashboards.

a.     As the name suggests you can customize your own dashboard to include whatever metrics you are interested in.

b.    The customization goes even further as GA allows you the option of having the information displayed in: Table/Pie Chart/Timeline format.

c.     Once you have chosen your metrics you can even move them around on your dashboard, and position them as and where you would like to place them.

 

 

2.     Intelligence: In GA v4 Intelligence was introduced and was operating in the beta version, GA v5 has incorporated Intelligence as a Primary feature and it’s now a permanent and integrated part of the GA functionality.

3.     Basic Interface: GA v5 in the new jazzed up version has seen many subtle changes in its basic interface. These changes have made the entire GA experience smoother and delightful. Let’s check out how Google has improvised the basic interface for GA v5.

The Basic Interface -

  •  Newer GA has been created from user experience and this clearly shows in 1st page you are brought to once you access your reports for your website/blog. After you log into GA v5 when you access the report for your site/blog; the page that greets you is – ‘Visitors Overview screen’. This screen has overview of visitor’s data; and assimilates all the visitor information that you would like to look at right away. In GA v4 you were first brought to the Dashboard featuring an overview of your website/blog; displaying data about visitor’s overview, traffic overview, site usage etc. While the dashboard felt more comprehensive it looked a tad confusing with all information jumbled up together.

 

  • Every report has a standard format with a timeline showing the traffic patterns for the past month (by default). You can use the drop down menu to change the date for this timeline in any report. Also you can choose to compare the timeline for two date ranges.
  • The timeline has inbuilt feature for annotations, this feature was present in GA v4 and has been carried forward in GA v5 as well. Annotations are extremely useful for noting down information regarding sudden change in the timeline. For example you may have noticed sudden increase in traffic on a day that you began a new ad campaign, you can make an annotation for this sudden spike in traffic (about reason for the spike: new ad campaign); for future reference.
  • Along the left-hand side of the screen is the main report navigation panel. You can view more detailed reports for Visitors/ Traffic Sources/ Content/ Conversions menu from this panel.
  •  The help menu has been expanded considerably and made more detailed. Every report has its own specialized Help menu set in a panel right under the ‘Main report navigation panel’. You can refer to this help menu for any help you want with any of the reports available in GA v5
  • Along the top of every page you can see two more navigation panels. Top most panel is the main panel and it has tabs for Dashboard/ My conversions/ My site & custom report. The panel under it has tabs for Reports & intelligence. Reports is the tab you will be referring to when viewing your reports under various headings. While the intelligence tab is a new primary addition and will be discussed later.

Now let’s take a step- by- step view of all the features offered by GA, and how have they been altered in GA v5

VISITORS

Overview:-

  • The visitor’s overview is the default screen in GA v5 when you wish to view the report for any of your sites/blog.
  • This screen gives you the number of visitors, visits and unique visitors. It also provides page information in form of pageviews, pages/visit. Data is also provided about other parameters; namely average time on site, bounce rate, and the percentage of new visits. This screen also includes a pie chart comparing new to returning visitors. The screen also includes a table showing the language break up for the visitors. Last but not the least, the overview contains a menu listing the various heads for which you can view the data in table format.
  •  This overview is well structured and provides you with excellent insight into the performance of your site & a general idea of visitor’s behaviour on your site.

Demographics:-

 

  • succulently.
  • Map overlay can be looked up in further detail by clicking on any country. This will get you a larger map of that country, with more detailed information about where your visitors are coming from.
  • Options to set up user defined and custom variables are useful tools for those seeking to get more thorough report from GA v5.

Behaviour:-

  • Now that you have seen the visitor’s data, the next area is all about understanding the visitor’s behaviour. This section give reports on the breakup of visitors into new vs. returning, the frequency & recency of the visits and most importantly the visitor engagement metrics.
  • New vs. Returning visitors allows you to know how many new visitors you are attracting; a good balance between the two types of visitors is best shot for any website.
  • Frequency & recency of the visitors allows you to gauge how many fans your website has. The higher the frequency & better the recency the more loyal fans your website has attracted. These fans go a long way when you are looking to set up revenue generation from your website.
  • The engagement report is one of the most crucial reports to understand your visitors psyche. This report shows two key metrics: the visit duration and the page depth i.e. how many pages a visitor viewed. Longer the duration and higher the page depth the better visitors engagement you are achieving.

Technology & Mobile:-

  •  There are two technical reports in the visitors section these deal with technology and mobile. In GA4 the browser & network details were scattered all over the place, in GA5 these details have been systematically arranged under two sub-categories of Technology and Mobile.
  •  Technology covers the Browser & OS and Network details. This data is quite useful when designing the site, as you can ensure that your website is optimally designed and structured for the OS & Browser majority of your visitors are using.
  •  The technology report is also crucial when you are planning to redesign your site, in case you have a significant percentage of visitors coming to your site using older technology, you will have to rethink your redesigning plans to ensure that your visitors are not inconvenienced.
  •  Mobile sub-category has been made more detailed with metrics like mobile input selector, which brings to you the data about the type of mobile input your visitors are using: touch screen/ keypad etc. If a sizable number of your visitors are accessing your website via mobile then this is quite useful metric as you can configure your site to make it technically and aesthetically more pleasing to the mobile users. If need be you can decide to design a special mobile version of your site specifically for your mobile visitors.
  •  Mobile sub-category also offers report on the Visitors Mobile device brand. This information is useful in technical terms for website designing as well as for gauzing your visitor profile too. Generally mobile brand users have a well-defined demographic are/ income/ interest wise. You can use this information to design your website accordingly and make it more interesting to your visitors.

Social:

  • This is the latest addition to GA and its right on time .Wit the introduction of Google +1 button GA has also gone social. This new feature in GA is meant for monitoring the social engagement and usage of your website and your visitor’s social involvement. This section is has 3 types of report, engagement, action and pages.

  • Social reports are automatically activated for Google +1 button. If your website/blog supports other social media button as well, you need to follow GA help guidelines as to how you can get the Social metrics activated for the other social media channels like Facebook like, Twitter share etc.
  • Engagement report speaks about how many people use the social media button on your website button. As mentioned before this and all other social reports are activated by default for Google +1.
  • Action report is designed to provide you data about how and when the social media was used on your website. This report shows a timeline depicting when social media button were used on your website; this is followed by a table detailing which social media was used ( e.g. Google +1, Facebook, Twitter, etc) and how many times

 

  • Last but not the least in this section is the Pages report. This report provides in-depth information about the use of social media on your website. This report focuses on which pages of your website were shared using social media. Also covered is the data regarding when the page was shared, how many times and which social media was used to share the page.

TRAFFIC SOURCES

Overview:-

  • Traffic sources are a very crucial part of the GA reports. This report is all about gaining a better understanding of both incoming and outgoing traffic from your website. This screen provides a timeline showing the flow of traffic to your website over the time period selected. This is followed by a pie chart showing the various sources that sent your visitors. Below this is a small menu which provides you with various options to see more detailed information about traffic sources. Finally this report includes a table which lists the keywords used by visitors to get to your website and the % share of each of these keywords.

Incoming sources


  •   This segment covers various reports pertaining to the incoming traffic for your website. It contains reports about All traffic, Direct traffic, Referrals, Search traffic, and campaigns.
  • All traffic report contains data about the entire incoming traffic for your website. In GA5 this report has been enhanced to include more metrics in form of; page/visit, average time on site, bounce rate etc. These metrics are a huge boost as they aid in making a more informed and relevant decision from the data contained in this report.
  • Next up is the Direct traffic report. In GA 5 this too has been further detailed to include additional information in form of landing pages for the direct traffic. This is a very useful addition as by viewing this report you can make out which page of your website is acting as the best landing page and could be brought into prominence. At the same time, the pages that are not as successful as landing page, can be tweaked to improve their success rate and attract more visitors.
  • Referrals report has also been expanded to include a new metric. In GA5 this report has new addition in form of information of the landing page where the visitors form referrals come to. This metric is very helpful in understanding which page is most used by referral sites; and also to know that which page is acting as the opening of the funnel for these visitors.
  • Search traffic report this too has been done more thoroughly in GA5. The report has been differentiated into organic/ paid/ campaign traffic. This report also tells you which page visitors are landing on most often, and which search engine they’re coming from. You can view your paid (AdWords) traffic and organic traffic, or a mix of the two.

o    Organic traffic – has details like source of the traffic, landing page for these visitors, and also the keywords used by these organic visitors to reach your website.

o    Paid – Has details like keywords used, source, medium, campaign etc….

 

 

  • Campaign report, this shows details of traffic from your unpaid campaign. In case of blog, this will show traffic coming from the RSS feeds. This report has filters for, the source and medium of the traffic…. online feed campaign…. with details for it, like Page/Visit, Average time on site, Bounce rate, etc….
  • Incoming Source report is very meticulously planned and it’s very handy to figure out the weakness present in your website. An ideal situation would be having a mix of traffic from all different sources to ensure that no one source is overwhelming. E.g. In case majority of your traffic is organic, then when Google goes about changing its search algorithm (panda update) your website is likely to get hit tremendously. So maintaining a healthy incoming traffic source balance is crucial for your websites traffic heath.

AdWords


 

  • This section has again been infused with more metrics. If you use AdWords for your website/blog then this section will be a lifesaver for you. In this section you can view detailed reports for traffic driven by your ads, including campaigns, keywords, day parts, destination URLs, placements, keyword positions, and TV ads.
  • A new addition in this segment is Day Parts report. This is an invaluable report as it tracks your AdWord Ad’s 24*7 and displays data about – the AdWords traffic to your site during each hour of the day and day of the week. This report is very useful to plan your AdWord campaign as you can get complete information on when your AdWords traffic peaks, the relevant time and days. This way you can save a lot of investment by timing your ad’s to maximize their potential.
  • Destination URL report is another new addition. If you are running simultaneously more than 1 AdWords campaign then this report is the thing for you. This report shows the success of the various landing pages (URL) you are directing your customer to. Using this report you can see which URL is being most effective and adjust the other URL’s and your AdWords campaign accordingly.
  •  The Placement report is a handy tool to mange and compare the placement of your Ads on Google AdWords. This report offers details like various domains and specific URL on which ad are placed to get better idea of which domain is performing best and the other related parameters.
  •  Overall these reports cover the number of visits generated, pages/visit, average time spent on the site, percentage of new visits, bounce rat. Of economic importance are two metrics namely; total goal completions, and the revenue generated. These two metric help you make sure that the ads are generating enough revenue or conversions to make them worthwhile.

CONTENT

Overview:-

  • This page opens with a timeline of the pageviews for the selected time period. Below this graph there are a number of data mentioned like: Pageviews, Unique pageviews, Average time spent on page, Bounce rate, AdSense revenue, AdSense page impressions etc. The most prominent data here is unique pageview, which will draw a true picture of the number of times your website page were actually visited.

 

  • AdSense data on this page is helpful in evaluating the success of your AdSense program.
  • At the bottom of the overview page you’ll see a small menu presenting options to review your site content by page or page title, to view your site search, to view your events, and to view AdSense earnings by page.

Site Content:-

  • This report is divided further into many more parts like pages, content drill down, landing page etc. These part reports were present in GA 4 as well but GA5 sees the reports organized in a very systematic manner. Special attention should be given to the landing and exit pages report as these will help you understand what funnel your visitors are following, and which part of the sales funnel is leaking out maximum visitors. The landing pages should be looked up for being pumped up with more information and engaging content; whereas the exit pages should be looked up to be made more engaging and interesting.

Site Speed:-

  • Site speed is a technical issue but a very crucial one. This report should be checked from time to time to make sure that slow speed isn’t dragging your website behind. Slow pages can be a great deterrent to your visitors and they are also likely to affect the revenue generation from your website.
  • This report allows you to check out the speed of every individual URL of your site. This is a great way to find if any particular page is playing the black sheep and redesign it accordingly to get it in line with the rest of your website.

Site Search:-

  •  This is another exciting report which GA offers. This report focuses on gathering data related to how visitors searched within your site. It incorporates various metrics to help you measure, compare and understand how visitors are navigating your website.
  • This report includes 4 features in form of overview, usage, search terms, and pages. Site search a very useful feature to understand how your visitors search your website, which pages get most views, and most importantly what keywords do visitors use while searching your website internally.
  •  Site Search is not automatically activated in GA since there are privacy concerns about the data GA gathers by monitoring a site’s internal search usage pattern. For each website/blog that you want to use this feature you need to manually activate it.

Events:-

  • Events is a nifty tool, if you have certain particular area/ items in your website that you want to monitor. This feature allows you to program an event into your site’s code and then GA tracks it for you. This tool is great for Flash websites which have can set-up events to track the number of pageviews their website gets.
  • Any event is defined by 5 parameters, as under. Of these two parameters are compulsory, the third is an optional attribute and you may/may not choose to define it.

o    Category: something being tracked, for example, “video”

o    an Action: an activity or interaction, for example, “play”

o    Label: an optional attribute, for example, “movie #5″

o    Value: a numerical value assigned to any event

o    Implicit Count: Count of number of interactions with an even category

AdSense:-

  •  If you are using AdSense on your website/blog then this tool is made for you. This report has 3 parts namely: overview/ AdSense Pages and AdSense referrers.
  • The overview provides an once-over of all the key metric for your site. A timeline displays the daily total AdSense revenue for your site. Under this are mentioned the key metrics and a table displaying some key values.
  • Additionally the AdSense Pages and Referrers help you have a more thorough insight into how, what, where, and why of your entire AdSense programme allowing you to monitor and run it better and smoother.

In-Page Analytics:-

  • This quirky feature was in beta version in GA 4. GA 5 sees it being fully integrated and being included as a primary feature. This feature can best be described as an ‘On-site inspection tool’.
  • In-Page Analytics report lets you see how users interact with your web pages. For each link, you can see the percentage of total clicks that occurred on that link, along with the percentages of transactions, revenue, and goal values for which that link was responsible. It’s a neat tool and a very useful one to analyse your website in detail. 

CONVERSIONS

          Conversions are as the name suggest all about how, when, where and why of your visitors conversion behaviour. This tool is a boon if you are using your website for Ecommerce. Conversions is broken down into two categories namely: Goals and Ecommerce.

Goals

  • Goal is exactly what it means it’s the final destination you want to reach. Goal can be where your customer/visitor to reach to when visiting your website. It can be anything from a ‘Confirmation page for purchase made’ to a ‘Thank you for showing interest; we will get in touch soon’. Goal can also be set up for a length of time spent on your site, the number of pages/visit, or an event. In this way the goals help you in monitoring how well is the website fulfilling its business objective.

  • Setting these goals and using the Goals tool at GA helps you in making sure you reach them, as you can set the entire path you want the customer to take to reach your goal. Once you have set the path (known as funnel) then GA monitors this path for you and can provide you requisite data about the entire path so you can know where is the point where your visitors not reaching the goal go astray.
  • This tool comes with many useful reports like; goal overview, reverse goal path and funnel visualization, and goal URL.
  • Reverse Goal path is a new addition and is very useful to understand what path users are taking to reach your goal page, and which path is proving to be most successful.

Setting up Goals:

  • At a time you can set up to four sets of goals. Each set can have up to 5 individual goals.
  • You need to select a goal name, followed by the Goal type. Then you need to enter the goal details based on the type of goal you are aiming to set.
  • Finally if you are really detailed person you can also set up a funnel (a series of URL/ steps to reach your goal) leading up to your goal page. Funnels make the entire Goal experience much more enriched and useful as they allow check-point monitoring.

E-commerce:-

  • Another new addition to GA is E-commerce. This feature is new and a tad complicated to set-up as it requires certain technical handling. However if your website is being used for E-commerce you got to have this feature going for you.
  • Ecommerce covers many useful metric in form of key conversion, transaction, revenue, and purchase metrics for your site. All these metrics can be compared and studied in detail to draw more useful conclusions.

CUSTOM REPORTS

 

  • GA takes the cake with its custom reports. There are reports and then there are custom reports. It’s like having your own personalized newspaper everyday/week/month; as you choose it to be.
  • These reports have ample filters and lots of options. Custom reports means really custom, you even get to choose the way information is displayed in timeline/chart/table format.

INTELLIGENCE

  • Here’s another beta coming on age and just in time too. Welcome the most intelligent feature of GA 5 the ‘Intelligence’. This feature too had debuted in GA 4 in beta version; GA 5 sees complete integration of this as a primary feature.

 

  •  Intelligence monitor’s your websites traffic to detect significant statistical variations; and then it automatically generates alerts about those variations for you to notice and analyze. Intelligence is a great tool to monitor anomalies. It’s like a virtual assistant to you, which will monitor your website 24*7 for you and keep your abreast with the latest happenings. And if anything were to go beyond normal it will immediately note the anomaly and alert you to the same.

 

  • You can set up the alert as automatic or custom. In case of automatic the alerts are generated is there are any significant changes in the key metric for your website as compared to the historical records for the same metrics. For example is historically the average visitor for your website are 1000 per day then if suddenly the visitor level drops down to 500 or increases to 1500 the automatic alert of intelligence will be triggered; and you will be updated immediately.
  • The automatic alerts built into the app, including pageviews, average time on site, visits, bounce rates, and other metrics
  • The other option you can choose is Custom alerts. These alerts can be set-up, for anything you define. You can configure these alerts for specific conditions as per your discretion. For example you may want to set-up a custom alert for more than 5% decrease in organic traffic. If this alert is triggered, GA will immediately notify you via your chosen means of communication i.e. Email/ Mobile/ both.
  • GA intelligence is an extremely powerful tool to track your website and keep abreast with any sudden changes in it; and react to them faster and better. This will ensure your website remains in top condition and your visitors are kept happy and contended.

Overall, the biggest changes are in the interface layout, rather than the functionality of the program.

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Learning’s from Nestle’s Social Media Mistakes

      Nestlé is a major Food & Beverages brand; it is 140 years old and claims to have a factory or operations in every country of the world. For a company so widespread, boycotts are imminent from some or other fraction of the world. Nestlé has been facing boycott campaigns since last 30 years.
    Over years the campaigns have become more widespread, and have gained momentum from time to time. With advent of better communication technology like Computers, followed by Internet, Mails and now the Social media; the reach of these boycott campaign is ever increasing. Greenpeace an international organisation, decided to bring attention to what it deemed as ‘harmful to planet’ activities of Nestlé.
   Greenpeace investigated and summarized that one of ‘Palm Oil’ suppliers of Nestlé is felling rain forest to clear out land for ‘Palm Oil’ plantation. Due to this felling of rainforest, the natural habitat of many animal species was being threatened. To create awareness about the damage being caused to the ‘flora & fauna’ Greenpeace created a video depicting the very famous ‘Kit Kat’ as being made of Orangutan flesh and blood.
   The video which could have easily died out, got snowballed and became a major controversy; and the credit for making it large goes solely to Nestlé itself. Poor media handling and disastrous technique of Nestlé’s Social Media Management Team made the company lose its face in public.
What Greenpeace Did 
  • Greenpeace conducted a investigation and brought out a report on a Indonesian company (Sinas Mas) that supplies Palm Oil to Nestlé; this report was about illegal destruction of rainforest by Sinar Mas. This illegal rainforest destruction was having a direct impact on the environment and the Orangutan populations.
  • The report was followed by a strong video from Greenpeace. This video used one of Nestlé’s most famous product – ‘Nestlé Kit-Kat’. The video was based on the famous slogan of take a break take a Kit-Kat; using that slogan Greenpeace video showed a man taking a break and eating a Kit-Kat. However the Kit-Kat was depicted as being Orangutan’s finger and after the man bits into Kit-Kat; the chocolate is bleeding blood all over.
  • The video was meant to evoke strong sentiments and that it did. The explicit video was meant to bring in focus the linkage of ‘Nestlé’ and the deforestation happening in Indonesia.
  • Greenpeace followed up its initial report, with the strong video. But the organization did not stop there it kept going against Nestlé by releasing new evidence that linked Nestlé to illegal deforestation in Indonesia through, Sinar Mas. This kept the interest in the Nestlé Orangutan story alive.
  • Greenpeace took hard stand against Nestlé on their blog, by going ahead to compare Nestlé against other Food & Beverages MNC’s stating “companies such as Unilever and Kraft were making efforts to disassociate themselves from the worst practices of the palm oil industry, Nestlé has done diddly squat,”.
  • Finally the Greenpeace report, video & blog all combined together and brought Nestlé under public scrutiny. Since Greenpeace was being active in the virtual world, the 1st impact of its efforts against Nestlé was felt in Virtual world itself. A virtual boycott campaign began and Internet users start attacking Nestlé via their blogs, YouTube video’s and most prominently strong comments were posted on Nestlé’s Facebook page.
 How Nestlé dug its own grave – Facebook page 90,000 fans 
The virtual boycott campaign against Nestlé was gathering steam slowly, but Nestlé’s own actions fast tracked the entire protest campaign at lightning speed. Let’s have a look at how Nestle dug its own grave…
Mistake 1: Video Censorship
  • Greenpeace’s Orangutan video garnered quite some viewership and was generating waves across the virtual world. The video was generating negative publicity for Nestle and this obviously didn’t go down well with the company.
  • Angered over the Orangutan video, Nestlé lashed out at Greenpeace in a petulant manner by getting the Greenpeace ‘Orangutan video’ banned from YouTube and had it replaced with this statement: “This video is no longer available due to a copyright claim by Société des Produits Nestlé S.A.”
  • While Nestlé got the video deleted from YouTube, Greenpeace went ahead and posted the video on Vimeo, from where it went viral. From there Greenpeace supporters flooded Nestlé’s Fan Page.
  • Many Internet users had downloaded the Greenpeace video, prior to its removal by Nestlé. Once Nestlé got the Greenpeace video removed from YouTube users who had downloaded the video previously went berserk posting the video on numerous other video sharing site. This video caught media attention and came in public eye, this ensured that the video got viral; and news of Nestlé’s Palm Oil fiasco spread far & wide.
  • The video was watched hundreds of thousands of times after being removed from YouTube.
  • Nestlé’s reaction to the video only spread it far and wide. Social Mediascape started buzzing with criticism against Nestle. The criticism started taking solid form, with many boycott movements being called against Nestle. Social Media sites like Twitter, Facebook were all flooded with negative comments.
  • This action by Nestlé doomed it in public eyes. In virtual world, freedom of expression is cherished by far the most Nestlé’s action was viewed as an attempt at censorship.
  • This view of censorship added fuel to the fire and the boycott campaign spread forth like wildfire.
Mistake 2: Facebook Face-off 
  • At the time when this Greenpeace report started stirring public interest, Nestle had 90,000 fans on its Facebook page.
  • Once the video and report started gaining public attention; many Facebook users discovered the Nestle’s Facebook page as a good medium to vent their frustration about the company.
  • Many Facebook users made their displeasure, and strong opinions known publicly on Nestlé’s Facebook page. Nestlé’s staff/ Facebook account management team’s reaction to these statements was very clearly ‘knee-jerk’ and unplanned.
  • Nestlé’s Staff had geared up for war on its Facebook page. Their statements and attitude made it clear that the company was not going to bow down and exit gracefully. The Facebook management team were all set to start a ugly war of words that in the end left Nestle looking poorer than ever before.
  • Nestlé’s page on Facebook was being flooded with strongly worded comments from various Facebook users who were not happy with Nestlé’s actions. Posting comments was the 1st step, many Facebook users went a step further to make their displeasure about Nestlé known, by using altered versions of Nestlé logo.
  • All the hostility from the Facebook users riled up Nestle’s Facebook Management team; and in the flow of things Nestle’s staff made many statements on their Facebook fan page, which were viewed as rude. This aggravated the situation for the company.

Snapshot of Nestle’s conversation with Mr. Paul Griffin
Nestle directing its customers to learn about ‘Branding’
 Mistake 3: Not Socializing 
  • Though Nestle did not respond immediately, but as soon as the protest against the company started to look serious Nestlé cancelled its contract with Sinar Mas( the company accused on destroying rainforests). Company could have used this move to its advantage; by acknowledging its mistake and showing proof that it was amending its ways.
  • When at fault merely setting it right is not enough; apologizing and accepting the blame for the fault as well as gracefully bowing out is equally essential. While Nestle did set its mistake right by cancelling its contract with Sinar Mas; it forgot to do the apologising part.
  • When the protest started gathering storm and customers started bombarding Nestle’s Social Mediaspace with scathing comments and call for boycotting the company; Nestle went bonkers under the pressure.
  • Nestle could have worked with the people who were posting comments and interacting with them to create a positive media image; and send out the message to the society at large that the company ‘regretted its actions; and had taken all measures to set it right immediately’, also the company could have had invited comments and suggestions from the users to help in coming out stronger and more learned from this incident.
  • However Nestle choose to defend itself; wage out a war against its detractors and generally run like a bull in china shop. It alienated the users and managed to project a perfectly deranged image of itself.
5 Social Media Takeaways from this Fiasco:
  1. Internet is vast medium, if you make a fault own it. Do not try to hide it. It will be found and you will be left red-faced.
  2. Accept the public criticism and anger graciously. Do not act defensive and immature. Do not enter into a debate/ fight with your customer/fans/followers/viewers.
  3. Apologise as much as required, onetime 10 times it’s not the number that matters. Mean your apology and take immediate corrective action
  4. Always keep interacting with the people; own your mistake in public forum’s; apologise in public forum’s; announce corrective action in public forum; follow up on the action in public forum. Always keep the people involved, do not alienate them. Do not try to hide.
  5. Last but not the least, be careful of what you talk/post on Online Media. It will stay there to haunt you forever.

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Why Link Building Is So Important In SEO

Link building is like sign post, pointing to your website. More signpost more likely is a customer to find you.Link Building services

Let’s go through a situation to get this better. You are new in town, how do you find the best place to eat? Definitely by asking the residents. Inquiring the locals would provide you with a wide variety of option and how do you finally choose the place to visit? You would obviously zero down on the place with maximum recommendations. So what was the clincher here – Recommendations! Right.

This is exactly what link building does for you. Link building is creating more and more Quality links that will be pointing to your site. Each major search engine is different but the Link Popularity of a particular site plays an important and critical role for determining what position that website will appear in the search engine results. So the more links pointing to your site the higher you rank on the search engine. And that translates into more customers finding your site.

Now as simple as link building sounds there is a catch to it. Only getting plethora of site’s pointing to your website doesn’t do the trick. When search engine’s are indexing your site, the number of links pointing to your site are graded based on two factors their relevance, and trust. And these two factors are what make or break your page rank.

Bottom line is: It’s not only the number of people (websites) who recommend you, its also the knowledge (quality) of those people that will drive you to choose one restaurant (website) over the other.

And why do you need link building:

1. Link building helps in getting quality traffic from relevant sites to your website

2. High quality incoming links to your site from .edu, .gov, news organization and such other resources will make your website appear more valuable

3. Link building helps in creating awareness, visibility and credibility of your site

4. Your site obtains wider search engine exposure

5. It will help your website in getting indexed by search engines

5. It helps in creating genuine user traffic for your website which will translate into more revenues for you

Get in touch with us to get the right links for your website – Contact Us

 

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