SEO Audit - Chennai SEO Consultant

Last week, google released the Quality Score column .

I suggest you to enable the Quality Score column to quickly view the quality of the keywords in each of your ad groups so that you can make improvements. For example, if you notice that the minimum bid increases for a number of your keywords, you may want to consider optimizing your ad group to make it more relevant or deleting the keywords that have high minimum bids.

Adwords Consultant Website optimization India

Social Media Optimisation will boost trafiic to the websites and increase the backlinks count.

Higly effective tools in SMO is broadcasting your audio and video through Podcasts and Vlogs respectively.

Why Social Media Optimization?
Social media – online sites like blogs and discussion boards where consumers create and share information and opinions directly with each other -- are beginning to affect brands.

Examples like the Kryptonite lock crisis and Intuit’s continued success have convinced marketers to incorporate social media into their plans. In many companies, marketers must convince their senior management executives who don’t understand the influence the social aspects of the Web experience is exerting on their brands.

Here’s the elevator pitch to give to a busy executive: The influence traditional media and marketing have over consumer perception is waning as people use the plethora of digital technologies to circumvent traditional sources to obtain information and entertainment from each other. But these social media outlets are more than another channel through which to deliver messages to the marketplace. Companies like GM, Microsoft, Intuit and New Line Cinema are successfully using social marketing strategies to understand and engage their audiences more deeply – with demonstrable business results.

Here are the data, examples, and details to support the pitch.

Communication Builds Web Audiences

It is axiomatic that marketers must place their messages where consumers spend time. Online advertising’s growth has outstripped other media as marketers have followed consumers’ migration to the Web for shopping, news and entertainment.

While information and commerce are part of the Web experience, communication (in the form of email) was the “killer app” that made the Web a “must-have” and continues to be a mainstay of the online experience. Communication activities split the lion’s share of consumers’ online time with content, and far outstrip commerce and search according to the Online Publisher’s Association Internet Activity Index.

Advertisers have begun to experiment with inserting ads into blogs, podcasts or RSS feeds and even conducting viral marketing campaigns. While there will be a place for these strategies, these approaches use social media as a one-way channel. To gain the full benefit of the Web‘s true nature as a social medium, companies must learn to participate with their audience in a deep, continuous dialogue.



Advertisers have begun to experiment with inserting ads into blogs, podcasts or RSS feeds and even conducting viral marketing campaigns. While there will be a place for these strategies, these approaches use social media as a one-way channel. To gain the full benefit of the Web‘s true nature as a social medium, companies must learn to participate with their audience in a deep, continuous dialogue.

The Social Web’s New Communications Forms Draw More Users
As consumer’s experience and comfort with the technology has increased, online users have expanded their social activities to tap into or contribute to consumer-created content like product reviews.

The Pew Internet and American Life Project reports that 44% of American Internet users post on blogs, discussion boards or engage in other social media outlets2. A quick search on Amazon for the “DaVinci Code” found over 3,000 customer reviews ranked by helpfulness as rated by the site’s users. Retailers including Circuit City and media companies like CNET also host reviews on their sites as an added value to their visitors.


The State of the Blogosphere

In its April 2006 “State of the Blogosphere”, leading blog search engine, Technorati reported:
• 19.4 million active blogs (defined as having a new post 3 months after creation)
• 3.9 million blogs are updated at least weekly
• 1.2 million new posts per day
• 70,000 new blogs are created each day.
• The universe of blogs is 60 times larger than it was just 3 years ago.
• It is doubling in size every 6 months

While blogs get most of the credit for the rise in social media, customer opinion sites, usenet groups and discussion forums receive over twice as many posts a day as blogs (about 4-6 million).3 Discussion boards’ popularity persists because enthusiasts find a community that shares their passion: PriusChat.com visitors share ideas, information, and experiences with the hybrid gas-electric automobile.

The dramatic growth of social media sites show that while the form may change, participatory content is a powerful draw: comScore reports that MySpace grew 318% and broke into the top ten Web sites (measured by unique visitors) in 2005. Wikipedia grew 275% to surpass popular sites like ESPN.com and in May 2006 ranked just behind The Weather Channel. YouTube, which wasn’t even around a year ago, now attracts 12.6 million users.

A Technology Banquet Feeds Individual Creativity

Increasingly, Internet users go beyond simply reading content or buying merchandise and convert their Web experience into self-expressive event: they create their own content, spend more time with content created by other people, and remix bits of what they find in both traditional media and from other individuals.

The technology rush of the past 10 years – from the Internet, to digital photography, to blogs, to digital editing software – unshackled people’s creative urge, taught them how to distribute their creations, and brought them feedback from peers that further fed the urge.

· Amazon.com pioneered user reviews. Consumers embraced the idea of sharing their opinions of a book, and not solely relying on professional reviewers’ opinions to decide whether to pick up the latest bestseller.

· Digital photography’s boom introduced people to sharing their creations, first via email then via first-generation photo-sharing sites like Ofoto. As a result, photo-sharing became the fourth most popular Web activity according to Forrester.

· Blogs made it simple for an average Web user to post his or her opinions to the world: armed with a browser, basic typing skills, and a few straightforward Web commands, anyone can publish their thoughts, rants, or daily journal in a few minutes a day. Specialized blog search engines like Technorati made sure the world could find these creations.

· Digital camcorders and audio/video editing programs like Apple’s iMovie became affordable and user-friendly versions for home users. People were no longer limited to text or still photos, and consumer-created video site YouTube quickly bloomed to six million users watching 40 million videos per month.

· Perhaps the Apple iPod ad created in 2004 by schoolteacher George Masters was the watershed moment when people began to realize they could create their own content. Marketers including Converse, Chevrolet, and MasterCard picked up on this and launched initiatives to harness this creative power for their brands.

Social Media Host Market Conversations

Technology developments such as blogs, RSS and content tagging enabled Web users to interact with Web sites and communicate with each other in new ways. Commonly referred to as Web 2.0, these technologies represent a second generation of services available online that let people collaborate and share information easily without requiring any special Web programming skills.

Wikipedia describes Web 2.0 as a shift from Web sites created as isolated information silos to “market conversations” where Web content is developed by Web users with open communications, decentralized authority, with the complete freedom to share and re-use the information. These “market conversations” take place via Websites and they contain individuals’ candid, unfiltered and un-moderated thoughts, opinions and preferences, frequently about a company, brand or product.5

Consumers Trust Each Other

Advertising clutter and hyperbole have undercut the persuasive power of ads while lapses in journalistic ethics have cast doubt on even the most prestigious news sources. As the influence wielded by both traditional journalism and advertising declines, consumers’ reliance on their peers increases.

The Yankelovich Marketing Receptivity study found that 54% of respondents said they try to avoid exposure to ads, 56% report they don’t buy product specifically because a company overwhelms them with ads and marketing, and 69% are interested in products and services that help them avoid ads.6 The perception is getting worse, Insight Express reports that consumer trust in advertising has plunged 41% in the last 3 years.7

Scandals like the 2003 Jayson Blair plagiarism incident at the New York Times and Dan Rather’s erroneous reporting of President Bush’s military record have undermined journalism’s credibility. Only 54% of respondents to a survey by the Pew Research Center for the People and the Press said they believe most of what they read in the newspapers, a 9-point decline since 2002; network news shows a similar decline of 8 points to 64%.

So where do consumers turn? To each other! Word of mouth has always been the most powerful form of marketing and the Internet had freed consumers from the limitations of seeking advice from a small circle of friends, relatives and work colleagues.

eMarketer reports that two-thirds of all economic activity in the US is influenced by shared opinions about a product, brand or service.9

GfK NOP reports that 92% of consumers today cite word of mouth as one of the best sources for ideas about new products, up from 67% a generation ago.10

Forrester Research’s 2004 study showed that over 60% of consumers trust product recommendations found in online sources like discussion boards while ads in the most trusted medium, newspapers, earned the trust of just over 50% of respondents.

But the influence of social media, especially blogs, isn’t limited to those who go out of their way to find them. Content from these sources regularly finds its way into other media and information activities.

A recent Columbia University study found that 51% of journalists use blogs and social media regularly with 28% relying on them for day-to-day reporting. What journalists find on these blogs can bring mainstream attention to an issue faster and expose it to a much wider group of people, further increasing the impact of the blogger’s postings.12

One recent Jupiter Research study indicates that 26% of the top search engine results for large brands are from user-generated content. Social media has become such an integral part of the Web experience; consumers often don’t even know they are reading it.

Social Media Users are an Attractive Audience

A common perception is that only youth read blogs or go to social networking sites. The teen audience has especially embraced social media. The Kaiser Family Foundation reports that teens spend an hour and twenty-two minutes a day social networking online. That explains why the social networking site Myspace.com has become one of the top 10 most visited sites on the Web with total page-views second only to Yahoo.14

But usage of social media isn’t limited to just teens and the broader audience is attractive to a wide range of marketers. As measured in a 2005 comScore report, social media users are more likely to live in wealthier households, be younger, shop online and connect to the Internet with high-speed connections.

Blog User Profile
Source: comScore
Compared to the average Internet user, blog users are:

• 30% more likely to live where the household head is 18 - 34 yrs old
• 11% more likely to have incomes of $75,000
• 30% more likely to buy products or services online.
• View 77% more Web pages
“…positive word of mouth creates a durable advantage for Intuit that translates into sustained revenue and profit growth.”
–Intuit 2005 Annual Report

Dealing With the Other Side of Influence

Sometimes the discussions can be positive about your products and the experiences consumers have had with you, but often they can be very negative. On the one hand, this increases the number of potential critics and they don’t need to have impressive qualifications or credentials to be influential. On the other hand, all of these negative opinions are public and searchable, allowing companies to prepare a response before a story gets wide coverage. Bloggers at top companies agree that learning about and dealing with negative stories as they emerge is smarter than waiting until they hit the newspapers or evening news shows. Charlene Li, principal analyst at Forrester Research notes, “Negative comments do exist. Companies are better off knowing about them.”

The Kryptonite lock incident has become a cautionary tale for businesses who may believe they can afford to ignore blogs. This case demonstrates the dynamic between bloggers and traditional media journalists that significantly amplified the impact of the story.




A video demonstrating how to pick these expensive bike locks with an ordinary Bic pen appeared on a blog and quickly reached hundreds of thousands of blog readers a day. When the company issued a statement downplaying the issue saying the locks “continue to present an effective deterrent to theft” the NY Times and the AP picked up the story, exposing the problem in newspapers all across the country. With the increase in awareness, conversations in the blog world reached millions of people.

By the time the company announced the product exchange plan almost a week later, the “make-good” received very little coverage. Even today the story lives on: lock buyers today will find today turns up 8 negative stories about this incident in the top 10 results of a Google search for “kryptonite lock”– but no mention of the problem being corrected and affected locks having been replaced.

Blogging guru and former Microsoft technology evangelist, Robert Scoble, told Communications World he stays on top of consumer discussions so he can immediately respond to incorrect information. “Somebody can post something totally false about you. But you can come to that story right away and answer it and kill a rumor before it turns into a New York Times article. Once it is printed in the Times, people think it must be true.”

Chevrolet ran a unique user-generated marketing promotion with “The Apprentice” TV show where it enabled people to visit the Chevy site to create an ad for the new Tahoe SUV; users could select from a library of images and music then write their own text to create a 30-second TV commercial. Anti-SUV activists created ads depicting the Tahoe as a gas-guzzling, global-warming-gas-belching, earth-destroying behemoth. These negative clips became so popular across the Web and on viral video sites like YouTube.com that Nightline ran a story about them.

Chevy didn’t censor or remove any of the negative ads. Chevrolet GM Ed Peper also responded on the GM FastLane blog acknowledging these concerns and reaching out to continue the conversation. He presented Chevy’s rebuttal that the new Tahoe gets 22 MPG, it can run on ethanol which reduces pollution and dependency on foreign oil and it has earned the highest safety ratings for any vehicle in its category making it an excellent choice for large families. Pepper referred to this as one of their most creative and successful promotions and he finished his post saying, “Anyway, it sure got people talking about the Tahoe, which was the whole idea, after all.”

Driving Business Results with Social Media

A senior executive’s next set of questions will be about the strategic approach companies should take in light of the rise of social media.

There are four primary ways companies can use social media to drive business results:

• By Monitoring social media, companies can track how their messages are being interpreted in the marketplace to understand how the company is perceived and to learn how any responses or message changes should be approached. This will also provide valuable insight into potential threats from competitors, changing industry trends, and customer preferences. Monitoring also enables companies to track the evolution of known trends in order to quantify the ones gaining the most attention and acceptance within their target audience.

• Measurement provides the quantitative reporting data on the specific issues and buzz driving media coverage making it easy to demonstrate the impact of PR and marketing efforts.

• But social media also calls for a Discovery approach, in which companies learn what influences are driving the internet discussions in the marketplace. From this, companies can measure the growth of many emerging trends and identify ideas for new products and opportunities to improve their current ones.

• With this knowledge, and the data points to support the decisions, companies can improve their levels of Engagement with customers by employing new marketing tactics to participate effectively in the conversations that are occurring around them. Working with customers to build and expand the brand together, companies can harness the new influence that is driving the way purchase decisions are being made today.

Creating a new website and driving targeted traffic to the site within a few days is almost impossible. PPC search engines are handy in these situations.

Bidding for keywords and paying for every click in the ad will drive targeted traffic to your websites. The experts in ppc can help you in setting things up and paving way for your prospects to check in.

The best PPC engines are Google Adwords and Yahoo Search Marketing. Contact adwords consultant for a discussion.

Adwords Consultant Website Optimization India

Internet has become the life blood for online business. Business flourishes with proper optimization of websites to search engines. Better optimized websites secure better visibility in search engines. Website optimization companies will help you in gaining higher slots in search engines for your top keywords.

Adwords Consultant Website Optimization India