I would like to thank – HubSpot and Ryte for this SEO Starter Kit template for our audience.
SEO is a very dynamic domain with new technology parameters, new algorithms, new local seo, mobile seo, video seo and lots more changes every couple of weeks.
Google is the leading Search Engine all over the world with an exception or two,,,and is releaasing Algorithm updates to enhance the content ranked and displayed online in search results.
With such enormous knowledge bank to work with, the SEO optimizer mostly gets taut with expectations with starting off with the SEO project. Lately, many SEO optimizers begin off with keyword targeting mostly and kinda run into u about turn with the project in the middle of the ongoing submissions and on page work.
So I would like to share the updated SEO Starter kit template here with you.
The Indian e-retail market is primed to reach nearly 300 million to 350 million shoppers over the next few years, propelling the online gross merchandise value to $100 billion to 120 billion by 2025.
The high case loads of the Covid-19 pandemic in every state and city of India ranging from big cities to even the smaller class B towns, exacerbated consumers’ need for safety and convenience, leading to an inflection in e-commerce penetration in India, and it can be asserted that online is gaining salience. We expect India’s e-commerce growth story to be inclusive—one that empowers both sellers and consumers.
For consumers, it will provide convenient access to a wide assortment of products across all geographies and income segments. For sellers (kiranas i.e. the neighborhood small general provision stores, artisans, traders and homemakers), digital initiatives in eCommerce ordering & digital payments will provide an unprecedented impetus by establishing easy access to a large base of customers across their market reach and keeping their stores running 24-7. With contactless ordering options via social media, whatsapp and messengers with contactless delivery and payment options which is caused due to the ever hovering fear of virus contagion and lockdowns on movements imposed by the authorities, even the non digital shoppers like senior citizens, housewives and children are now buying everyday items through the digital devices. With access to more than 95% of India’s urban and literate towns PIN codes (as Indian ZIP codes are termed), e-retail has already democratised the shopping landscape, empowering India’s small sellers while breaking go-to-market barriers for insurgent and incumbent brands. E-retail has benefitted millions of customers across India, exponentially increasing merchandise choice and price transparency while augmenting access and convenience.
India’s online-shopping landscape comprises a diverse mix of city tiers and income ranges, forming a microcosm of the pan-Indian retail market. Online shoppers in tier-2 cities and smaller municipalities make up nearly half of all shoppers and contribute to three out of every five orders for leading e-retail platforms. These customers from tier-2 and smaller cities buy similar categories of products as customers from metropolises or tier-1 cities with only a marginal difference in average selling price.
And with the boom in cheaper smartphones within the $50 price range with very affordable data packages by telcos, Indian consumer is now using Google Search or Amazon Search or even Youtube Search as the gatekeepers for ecommerce research & purchase. Mobile centric Search Trends for transactional queries has peaked during the pandemic and ongoing unlockdown periods. Hence organic Search as well as eCommerce Search is now a prime driver of eCommerce sales.
Search & Online shopping journey
Brand success in e-retail hinges on a deep understanding of how shoppers discover and decide on products online. Some of the recent behaviour studies provides useful and interesting insights into the nuances of the online shopping behavior of Indian customers.
Nine minutes is all you have: Over the past year, consumer engagement with online platforms has increased, but a potential shopper spends less than nine minutes per visit on an e-retail platform. Search queries are a prime drivers in these engagements as Brand which are successful in being organically visible to their eye-balls have benefitted with most engagements and sales.
Pictures speak louder than words: One in two visitors browse the image gallery, and only 1 in 15 click the detailed product description. Recently, Search Engines especially Google along with the over brimming images posted on Social Media like Instagram etc. are bringing in a highly enhanced images and videos in their Results pages as these lead to better user experience. Thus, Brands and sellers should invest in SEO & SEM of their content images and videos as well as pithy, high-impact product highlights.
Product discovery on e-retail platforms: Consumers are increasingly opting for e-retail platforms for product searches—nearly one in three in India and almost two in three in the US. Search on eCommerce platforms are seeing their windows being utilized highly by users to generate quick product views and faster product buys during their online sessions. Brands must ensure that they are incorporating the optimal meta info for their products post adequate keywords research and user metrics.
Vernacular searches are gaining popularity: For example, “parda” was one of the top three searches in curtains. Search Engines have also geared up with vernacular syntaxes for search queries and Brand have to inculcate proper research on the keyword query patterns & searches used by their users on these shopping marketplaces.
Browse, browse, browse: Online shoppers browse more than 20 product pages before making a purchase. For some categories, such as mobile phones and women’s ethnic wear, consumers browse about 50 to 60 product pages before making a purchase. Search Engines listings can be best used by Brands to incorporate Comparison Pages or Videos of their products & likely competitors to be displayed to the online shopper during his searches. This can be done by the SEO team who can develop these comparison pages thus enabling a positive imagery in the shoppers mind space for the brand.
Future of online shopping & Search Marketing
As Indian e-retail enters the “massification” phase, online platforms are innovating to onboard the next hundreds of millions of shoppers. The next wave of shoppers will have different needs and will interact differently than the current set of online shoppers. Search Engine search trends across locations, countries, user segments of age, across content categories, across devices and across day times provide Brands with immeasureable insights into the buyer behaviors of online shoppers. And with enhanced eCommerce Search Advertising options through text, image, video, voice, storyboards and local business results, Search Marketing is the shoulder to the boulder that Brands can utilize comprehensively to gain more business sales and revenues.
Three out of every four people who search for something nearby using their smartphone end up visiting a store within a day, and 28 percent of those searches result in a purchase.
Starting today, you’ll see an updated
Google Maps app for Android and iOS that gives you everything you need at your
fingertips with five easy-to-access tabs: Explore, Commute, Saved, Contribute
and Updates,” shared Google in their blog post.
Here’s a lowdown on the various new and upgraded features as Google celebrates 15 years of Google Maps:
Explore tab: The Explore Tab offers reviews and details regarding restaurants, shops, theaters and other venues, taking advantage of location-sensing capabilities in your Android and iOS smartphones.
Businesses with retail presence will now get enhanced business profile information on Google Maps via the Google Business Listing features. Having a verified business profile helps greatly in being noticed in the Google Maps outlay. And with regular posts on offers and events occuring in the business retail locations by business with photos and reviews by their consumers will enable more visibility to them.
Commute tab: This tab will make sure to provide efficient routes to or from work whether people are driving or using public transit. It will also set up your daily commute to get real-time traffic updates, travel times and suggestions for alternative routes.
Business and Corporate must have a verified profile on the Google Business listings with complete NAP (Name Address Phone Number) in the listing. And for every search by a commuter to the same building or block of the business area will ensure more visibility to the brand. With many cab ride commuters, car pooling apps using Google Maps info in their apps, the businesses pinned in Google Maps will get enhanced visibility in the maps info shown to their users too.
Saved: Saved tab will give the user access to more than 6.5 billion places saved by Google Maps users. One can also share recommendations of the places that you have been with others.
This is more useful for businesses that are in the entertainment, dining and group gathering and literary or performing arts domain. Businesses must ensure that more of their visitors recommend their venues for the above domains on their online profiles in the popular platforms relevant to Search engines with ratings and reviews. This will enhance visibility to the businesses.
Contribute: The new Google Maps look introduces a “Contribute” tab to a menu at the bottom of the service’s mobile app, Google said in a blog post. With the new Contribute tab, you can easily share local knowledge, such as details about roads and addresses, missing places, photos etc to help others looking for recommendations.
The contribute section enables a searcher on Google Maps to upload photos of the business or venue along with a central repository of the users engagement with Google maps, google local, google business etc. i.e. ratings, reviews, edits etc. A business must ensure that their users have a good customer experience in their outlets and encourage them to publish the same online. And engage with influencers to ensure timely ratings for their new products, new events and special occasions.
Updates: This is another useful tab that will help you in being up to date with the trending spots around you. In addition to discovering, saving and sharing recommendations with your network, you can also directly chat with businesses to get questions answered, adds Google.
Here businesses get to engage with the their users for any queries they have on their brand experience or product query etc. So it is important to have a messaging option open and manned for replies on Google Maps.
Google has more than one billion monthly
active users for its app, and has mapped more than 220 countries and
territories and is an unmissable platform for businesses to
promote their presence.
How important is e-commerce product search in 2019-20?
In the past few years, consumer search behavior has begun to change, and when looking for what they want, they are increasingly savvy at detailed search queries or browsing the specific attribute they seek in their to be purchased product in their online quest.
According to Wolfgang Digital, Search directs 58% of traffic to e-tailers on their eCommerce stores on marketplaces, websites, apps & on social media platforms, whether it’s an organic search or paid search. eCommerce marketers have to start considering ‘SEO’ and ‘ecommerce SEO’ as two distinct areas to work upon the product visibility of their products.
What drives online eCommerce search vs. search engines?
Google is adding audio podcasts to its Search Results Pages including the FIRST Page, alongside news, videos, photos and web links. You’ll be able to play the audio podcasts directly from within Google Search Results Pages. This feature is being rolled out to Web Search Results as well as the Mobile Search Results properties. And the clicked podcast can be started on your desktop and later continued on your smartphone seamlessly.
That means searchers won’t have to leave the Google Search Page and go to an external audio media player or elsewhere to listen. They’ll be able to listen via the Google Podcasts app on phones or on the Web.
In this report we show that English-language Indian news users with internet access are embracing a mobile-first, platform-dominated media environment with search engines, social media, and messaging applications playing a key role in how people access and use news in a setting characterised by low trust in many news media, high concerns over the possible implications of expressing political views, and widespread worries about different kinds of disinformation.
KEY FINDINGS INCLUDE
A mobile-first market: 68% of our respondents identify smartphones as their main device for online news, 31% say they only use mobile devices for accessing online news. These figures are markedly higher than in other markets,including developing markets like Brazil and Turkey.
A platform-dominated market: an overwhelming majority of respondents identify various forms of distributed discovery as their main way of accessing news online. Search (32%) and various kinds of social media (24%) are particularly important. Only 18% consider direct access their main way of getting news online.
Facebook and WhatsApp are particularly widely used, with 75% of respondents using Facebook (and 52% saying they get news there), and 82% using WhatsApp (with 52% getting news there). Other social media widely used for news include Instagram (26%), Twitter (18%), and Facebook Messenger (16%).
Online news generally (56%), and social media specifically (28%), have outpaced print (16%) as the main source of news among respondents under 35, whereas respondents over 35 still mix online and offline media to a greater extent
Many of our respondents say that they share (50%) and/or comment (33%) on online news, with particularly high levels of engagement on Facebook and WhatsApp, but many also express concerns that openly expressing their political views online could make their friends of family think differently of them (49%), make work colleagues or other acquaintances think differently of them (50%) or, perhaps most worryingly, fear it could get them into trouble with authorities (55%).
The most widely used online news sources (beyond platforms) are generally the websites of leading legacy media including broadcasters and newspapers, but some digital-born news media have significant reach, including some alternative and partisan sites who despite limited name recognition have built relatively large audiences.
Our respondents have low trust in news overall (36%) and even the news they personally use (39%), but interestingly express higher levels of trust in news in search (45%) and social media (34%) than respondents in many other countries. Partisans at both ends of the political spectrum have similar levels of trust in the news, whereas non-partisans have lower levels.
57% of our respondents are worried whether online news they come across is real or fake, and when asked about different kinds of potential disinformation, many of our respondents express concern over hyperpartisan content (51%) and poor journalism (51%) as well as false news (50%).
Looking to the future, significant numbers of respondents express an appetite for more personalised mobile news alerts, more online news video, for donating to support news organisations, and to pay for news in the future, with 31% of those who do not currently pay for online news saying they are ‘somewhat likely’ to pay, and 9% saying they are ‘very likely’ to.
The report is based on data from a survey of English-speaking, online news users in India – a small (but important) subset of a larger, more diverse, and very complex Indian media market. Our respondents are generally more affluent, have higher levels of formal education, skews male, and are more likely to live in cities than the wider Indian population and our findings only concern our sample, and thus cannot be taken to be more broadly representative.
Source : https://reutersinstitute.politics.ox.ac.uk/our-research/india-digital-news-report
Announcement from the Annual Google IO Conference May 2019. Google is planning to enhance its search results for breaking news and podcast queries.
These changes were announced at Google’s IO conference this past week by CEO Sundar Pichai, who discussed his company’s larger goal of building a more helpful Google for all users.
Changes that are coming in the near future to provide better answers to searchers center around enabling more comprehensive news coverage in search and making it easier to find podcasts covering topics you’re passionate about.
Full Coverage News Coming to Search
“Full Coverage” is a Google News feature launched last year that allows users to get a high-level overview of breaking news events being covered by multiple outlets.
The feature uses machine learning to identify different parts of a story and compiles them into a tappable format to provide users a holistic picture of how a story is being covered by different trusted news sources.
This feature used to only exist in Google News, but it will soon appear in search results for breaking news events.
Google has two goals with this effort; One, of course, is to provide faster answers for people who would just like to get a general overview of a story. The other initiative is to hopefully cut down on the spread of misinformation by providing easy access to credible news sources.
Additionally, for publishing companies, it’s a great way to gain increased exposure of their breaking news coverage.
Podcasts to be Indexed in Search
Earlier this year, Google began automatically transcribing podcasts to allow users to search for specific topics in Google Podcast.
Now, they’ll soon be moving this feature over to search results.
When you find a podcast that matches your query, you can either listen directly in search results, or save it to your phone or smart speaker to access later.
As podcasts continue to grow in popularity, it makes sense that Google would allow you to search for them, in the same way you would blog topics — not just by title, but by what keywords are in the content.
So with news articles getting listed in SERPs for over 6.5 billion Search queries every day on Google, it would boost the eye balls on Google News articles tremendously.
The new Google News is now available in 127 countries and 65 languages. But building a news experience for everyone isn’t just about the languages offered, publishers highlighted, or topics shown. Google also want to make sure Google News works regardless of the phone or cellular service you have. If you go underground on a train and you lose service or you’re somewhere without a strong signal, Google News should still just work.
Google News offers four more core features that meet the needs of users who are using a lighter connection, including those with Android (Go Edition) phones:
When applicable, videos in the app will open in YouTube Go, ensuring that it’s delivered in a lightweight yet clear format. Videos won’t auto-play, saving precious data.
Newscasts (previews of a story) will adapt to become more text-focused, saving you data.
Images are compressed and can be fully loaded with just a tap. Videos and gifs will also not auto-play. Plus, less data will be cached and saved on your device.
Many articles can be saved for consuming in offline mode, easily downloaded over Wi-Fi for reading later.
And all of these features will turn on automatically—no need to toggle on a setting or make sure user is in the right mode.
The Importance of Being in Google News Listings for a Brand.
The below picture depicts the standout features of the news articles content which Google Search displays on it’s SERPs at prime locations like top of the SERP or in first view window where the searcher engagement is maximum.
This listing is more enhanced than the regular SERP listings with the article image and a larger snippet description in the SERP listing. It is also prominently placed in the SERPs in locations with a highest probability of clicks.
The Benefits of being in the Google News listing.
If your website is in the Google News listing, it signifies that you are either running a credible and informative web page. Google is quite particular about the news sites and media articles that they allow to sign up for inclusion in the Google News. Various details and verification checks are carried out by the Google News Publishing Center teams to ensure the accreditation and genuinity of the News Publisher and it’s editorial inputs. Hence Users believe that news articles carried out in the Google News app and web section are from a credible Media Publisher Brand.
* You get more traffic on Google News
This is a No-Brainer to all. We all know that Google News is a well-known news aggregator app and web tool that is used by most individuals. With this, you can be sure that your news portal being included in the Google News listing will lead to a bigger traffic on your web page. With regular upgrades to the News App and Web tool, Google has ensured that the Online user / Searcher gets the most qualitative and fresh news to it’s users in a friendly user experience format.
* Increases your web page authenticity
Being included in the Google News listing also leads to a great increase in the authenticity of your web page and news articles. In the times of “Fake News” flooding Social Media and Sharing Platforms, a whole lot of internet users believe that the web pages that are included in the Google News listing are authentic. This simply gives your news portal a bigger advantage and makes people feel that your news publishing media brand and business is a genuine Media channel for News and Information.
* Increases in your web page authority status
If you are in the Google News listing, users all over the world will view your web page as an authority web page. More users will link to your site, and more users will bookmark your media news channel and are likely to check back every day. Also, Google and other Search Engines will recompense your page articles in the SERPs.
* You get more back links
A lot of blogs, websites, and so on mostly scout through Google News to come up with various ideas for branching off new follow up stories and articles. If the blogs and websites are upstanding, they will acknowledge your web page with a one-way link to your articles, news, stories. Getting more links from these different quality websites is one of the best ways you can get to the top of the Organic SERPs. Sometimes, when you post some articles or news that is timely on your media web portal, you tend to get a lot of links from other sites. This helps in attaining a better Trust Rank & Domain Rank wrt the Page Rank algorithm of the Google Search indexing.
* Quick indexing of your articles
This is one of the advantages of being included in the Google News listing. When you write quality articles, Google does not just put it in their News index quickly; they also include it in the main Google index also. You can imagine the advantages you can have if your news article ends up being listed as the number one website in the main Google index.
* Multiplier visibility by articles getting shown on Chrome User Default Pages
With Chrome, Opera and many other browsers now displaying fresh content specific to user behaviour on their default home pages especially on the mobile devices, this content is sourced from the Google News and other News aggregator news platforms. For the top ranked articles in Google News for a particular section or category like Business, Technology, Current Affairs, Finance etc., these are shown in a snippet format to all the millions of Browser users by default. This can lead to multiplier effect on visibility, click and web traffic for the media portals from the news articles carried in Google News.
In a nutshell, being included in the Google News listing comes with a lot of benefits. Though it may be tough to get in, if you can be included in the Google News listing, you can be sure it will be of great advantage to you. If you are in it already, you are lucky; now you know the benefits. So, just keep enjoying the benefits of being in the Google News listings.
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