Consultant - Recruitment | Hospitality recruitment | Restaurant Manpower | Digital Marketing

Strategy-driven one of the best Hotel Digital Marketing Expert, Hospitality consultant, Successful Hospitality recruiter, rewarded hotel pre-opening professional, Revenue management trainer and OTA ( online travel agent)account manager, Kolkata, West Bengal, India.Offering exclusive Digital Marketing service, SEO,SEM, ORM,Email marketing, Social media marketing for hotels, Tripadvisor Ranking, digital launching of Hotels & restaurants.

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Thursday, August 4, 2022

How to avoid SEO scam

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If there is one service in the digital marketing industry that stands out on different levels is SEO or Search Engine Optimization. Search Engine Optimization is an excellent service, but only when it is white hat. Two categorizations divide SEO into authentic and scam- Black hat & White Hat.

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Black Hat & White Hat SEO- Definition

White Hat SEO

White Hat SEO is a genuine practice of strategies used to uplift your website on Google’s ranking sector with authentic plans of following and understanding Google’s algorithm.

Black Hat SEO

You must have had an idea by the name that it is a practice that is simply against SEO guidelines. So if we go step by step in the business formation, you will develop your website to launch your business in the digital world. Now you will be looking for a company that can help you grow on search engines and bring in quick traffic. And you find one company that has promised and guaranteed you that you will be on the first page of Google's search results in no time.

The scene flips, and now Google has banned your website from its search results entirely, citing unethical web practices. The company, digital marketing agency, or SEO expert you took the service from is no longer available or responding to your calls.

What went wrong? You trusted your online marketing strategy to a black hat marketer. These black hat marketers use unethical strategies to help your website rank on the search engine within a few days. But that happiness lasts only for a month, and then your website will fall down to the core of search engines ending up getting banned.

Now let's find out the top SEO Scams that are a part of our daily lives and in abundance.

1. Assured ranking on Google's first page

Given the competition for your business on Google's ranking pages, do you think you can rank on the first page within months? No is the simple answer.

Google completely denies the top ranking factor through AdWords or even organically. Even if you rank on the first page on the first position, it is never guaranteed that you will remain at the pinnacle, and the competition is extraordinarily high.

When we see the top rankers from our industry ranking high on the first page of Google, we know that they haven't succeeded overnight and have spent thousands of dollars on their digital marketing, including SEO, SEM, and Adwords.

2. Aquiantaces With Google

Most companies claim that they are in close relations with people working at Google and can inform them about all the loopholes of Google. This might be a true statement up to some extent, but there's no depth in this truth; it is rather misleading.

Companies have Google partnerships and are known as Google partners only when it comes to Google Ads. Google assigns account representatives to the marketing companies, who are also known as Agency Development Managers. But if you think that would really help you to rank on Google, it's time to come out of the bubble.

3. Clueless Hipster

This type of company provides some other kind of services, typically web development. Over time, the cost of development has gone down drastically with the advent of WordPress, where a few of these web development firms buy pre-designed professional templates and churn them out as fast as they can.

This brings down the amount of work and the amount people should be paying for this. And with the rise of drag and drop websites, builders, especially small business owners, are able to build websites for themselves. This is where numerous firms get into a hosting web game where this can be turned into a SCAM. These companies will start pushing maintenance contracts and will start dipping their toes into SEO services.

Few of these SEO companies can charge you a few thousand dollars every single month depending on what type of business you are or how many locations you have, and this high-margin service becomes attractive for smaller firms who are struggling for cash.

And it's relatively easy for them to sell el-p caused a typically since they already have some type of existing customer base. The main is to provide an excellent service or build a good website, so business owners can keep accepting their sales pitches. The problem is that these firms have no idea what they are doing. Most of them create a Google My Business page and make a few tweaks based on recommendations from that, which is complete the free. Stop every word and city they can into the header text and the site.

The genuine SEO service providers will keep every detail of their functioning transparent and will take your permission at every instance. They won't just create your Google My Business page but will also do all the necessary research as per the requirements of different websites. There are several kinds of SEO that different domains of businesses require. Genuine SEO companies will always ask your business and will suggest to you the type of SEO that is of the need.

IMPORTANT: NOT ALL WEBSITE DESIGNING COMPANIES ARE SCAMS, BUT FEW OF THEM ARE GENUINE AS WELL. ALL YOU NEED TO DO IS RESEARCH PROPERLY ABOUT THE BEST SEO COMPANY YOU ARE GOING TO TAKE SERVICES FROM.

4. Backlinks will make or break your website.

Backlinks are the most important ranking factor for SEO, but at the same time, the number one reason why most website gets deindexed by Google, get penalized, and get put in the naughty corner by Google. So you have to be very careful with the backlinks because you can build backlinks the right way or the wrong way, which includes black hat, white hat, and crap hat.

The biggest problem is if you don't build the right type of backlinks, you are the one who's gonna get burnt. So SEO companies or freelancers will come along, and they will claim of built thousands of backlinks but actually, at the same time, they are terribly low-quality backlinks like a Black hat that you don't want on your site.

These people can use PBNs, Blog comments, or spammy forums which might become a huge problem for you. So be aware of the type of backlinks you are getting, how are your search engine optimizer going to build them, and what are they going to do to make sure they are high-quality links to your site? Since backlinks bring authority to your site.

The right companies will let you know the importance of link building, will be very transparent and will explain to you the complete format.

5. Avoid Hiring Anyone without Proven Results

Many fraud SEO companies can be very convincing and persuasive, but at the same time, if these companies have no proven results, consider this a red signal. In order to avoid these, you need to check their reviews, case studies, and testimonials, make sure that this person or company is confident of their services and make sure they are not overconfident.

An authentic and worthy SEO company has its own project and websites from which they are already earning because if they are good at SEO, they can also do it for their clients. It's like if you have a chef, but they don't eat their own cooked food, you will definitely not hire them since they don't have confidence in themselves.

Google Ranking Factors

Google uses hundreds of ranking Signals and tweaks its algorithms around 500 to 600 times per year. And many of these ranking factors can't even be looked at independently. It's not to say that they are important, but an average person doing SEO for their site doesn't need to worry about 200 + ranking factors.

So today, I am going to walk you through the most important Google ranking factors, so you stay focused on the things that matter the most.

#1 Quality backlinks

The first and most important ranking factor is quality backlinks. Backlinks form the basis of PageRank, the foundation of Google's ranking algorithms. They mention it on their "how to search work" page, and they have tweeted about it; independent studies confirm the relationship between backlinks and organic traffic. But not all links are created equal. There are a lot of factors that contribute to a backlink's ability to push a page higher in the SERPs.

And the two most important are relevance and authority.

#2 Freshness

The next ranking signal is freshness. Freshness is a query-dependent ranking factor, meaning it's more important for some queries than others.

For example, a query like "Tesla news" has super-fresh results. And that's because people want information on current news and not something that happened four years ago. But freshness isn't limited to just new topics.

If we look at the SERP for the query "best headphones," you will see that all of the top-ranking pages have the current year in the title.

But freshness is unimportant as a factor for a query like "how to tie a tie" since nothing has really changed. Hence, keep your page content updated for searches that require freshness.

#3 Search intent

Search Intent is arguably the most important ranking factor; search intent is likely the most overlooked.

Search intent represents the reason behind a searcher's query. When someone searches for "how to make a chicken soup" up, they want to find a recipe. When they search for the best headphones, they want to see a listicle with a variety of different headphones.

And the way we determine search intent is by looking at the top-ranking pages and identifying the three C's of search intent.

THE THREE C's OF SEARCH INTENT

1. Content-type

Most of the top pages include:

- Blog posts

- Product Pages

-Category Pages

- Landing Pages

2. Content Format

Most of the top pages include:

-How to

-Tutorials

-Listicles

-Opinion Editorials

3. Content Angle

This is the most dominant USP that the top-ranking pages are using.

Of the 3 Cs, content type and content format are absolutely critical to match. Otherwise, you'll be hard-pressed to rank high for any meaningful query.

#4 Content Depth

The next ranking factor is content depth. Depth is about hitting the talking points of a topic that searchers want and expect to see. For example, looking at the SERP for "best watch brands," we will see that search intent tells us we need to create a listicle blog post about luxury watches. But this doesn't tell us what is important from a content perspective other than that we should talk about Breitling instead of Timex. To figure that out, you need to visit the top ranking pages and look for similarities between the content. And if you look at the top ranking pages, you will find that they all mention something about price. They all mention popular brands like Rolex, and they all talk about technical specifications.

Hence, if you want to rank through these keywords, you should practice citing all these points in your blog. It's not about limiting your creativity or copying others, but since Google is ranking similar pages at the top, it's telling us what they want us to see.

And since Google's job is to deliver the most relevant result. For any given query, it's probably what the searcher wants to see another way you can find talking points is to look at the People Also Ask box in the SERP. Now one other thing which is highly recommended is to do a content gap analysis at the page level. This is a bit different because it will show you typical keyword rankings between the top ranking pages.

#5 Using the HTTPS protocol

In 2014, Google announced HTTPS as a very lightweight signal affecting fewer than 1% of global queries. And while using HTTPS probably won't make a useful impact on your site's ranking, it's a quick win that you can do in under 5 minutes. Using the insecure HTTP protocol, then it's probably worth changing.

Google wants to rank content that offers visitors a positive experience. Because if people are finding good results from their search engine, then they will keep using it. So the absolute basics would be to try and keep visitors on your site for as long as possible without any trickery.

Create easy-to-read content and a well-organized design, and go easy on ads and pop-ups. Basically, you want to have a site that is designed around the user's needs first. Now terms of the way they measure user satisfaction are debatable.

Conclusion

So this was an all-in-one SEO guide for you where you got to know about the most common SEO scams, how to avoid them, what type of agencies are the best digital marketing agency, and what are the Google ranking factors. Hope you enjoyed it and all your queries were solved.

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Monday, June 13, 2022

7 Advanced SEO Tips 2022- Questions and Answers

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Advanced SEO has gained recognition lately, and not just among Gen Z but all of the digital marketing geeks out there are curious about advanced SEO strategies and how to utilize the same optimistically and accurately.

This article will discuss 9 Advanced SEO Tips in a Q&A format to clarify the best and most viable format for you.

But first, let us discuss what exactly is Advanced SEO.

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Advanced SEO- Definition:

As you can understand by its name, advanced SEO is not the basic SEO but a leveled-up game that requires expertise and in-depth knowledge of google's Algorithm.

What is Google's actual Algorithm?

Well, you might have tried to search about the same but must not have got anything on Google itself. This is because Google's Algorithm is dynamic and is nowhere mentioned in the search engine. The only way you get your hands on this Algorithm is through in-depth research on the server and immense experience with the functionings and know-how. So if you are trying to find out the exact google Algorithm, that might be a waste of time. Instead, try following the tail ends to get an idea. The most crucial key over here is experimentation.

Now let us find out the 9 Advanced SEO tops hidden amid these Q&A.

#1 Minimum Viable Content vs High-Quality

You can definitely approach these two ways but the major technique or approach which is mostly recommended by big marketers is trying to put up the best piece of content initially. But there's a different school of thought where you can do more viable pieces of content. Both of these approaches work out equally effectively.

Although the development of content's duration might get extended, if the content is good out of the gate, it will decrease the amount of time you will need to get links, ending up making it even almost to a certain extent, given the fact that:

"CONTENT IS BUILT TO ACQUIRE LINKS".

Hence, you can use both of these approaches, all you need is to go all into the content. This is a far better approach than putting a bunch of stuff out and iterating on that content, which becomes logistically more challenging.

#2 Does every website wants compensation for link placements?

You should assume that if you are going to outreach, you will have to pay.

It is advisable to combine outreach, as that's a form of active link-building. This is when you are trying to get those links because you actually need that traction to get results in other ways.

But at the same time, we should think about how to create linkable assets, that will attract links naturally if it gets caught in the eyes of your targeted audience. Everything that is data-driven, especially unique data should be your go-to idea when it comes to linkable assets. So, if you can develop unique data or case studies that people would want to reference, that can work like magic for you. But when it comes to active link building, you will have to pay the price several times.

But to make yourself feel better about this, you should change your perspective and think like this is a sort of collaboration because, in the end, these links promote your brand, and they should get paid for showing the same. But from Google's perspective, it's technically against the guidelines.

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#3 Should you buy and redirect expired domains for link-building purposes?

Well, there are legit and good ways to do the same. Right now, the safest way to do this is to acquire a live website. So if you can find a website in your industry, which is more like a ghost town or has not posted anything for a while, but they have an impeccable link profile, this can become a golden opportunity for you to acquire that site and then redirect it to your site.

You should definitely be careful with these redirects without going overboard. Redirects are a normal part of the internet, and having them will never raise a bunch of red flags for you. You can do it with local and national businesses, and it works. But the pivotal point is that it has to be relevant. It is most recommendable to pick up a live website between getting expired domains and acquiring existing still-alive sites. This is because you are acquiring it, and you're immediately getting that redirect without dropping it. This is a lot more trustworthy process.

#4 Are Comparison Posts Effective for SEO (As SAAS Company)?

Yes, as it is a common tactic that has proven to work well, and those kinds of keywords have less competition and let you be on the dominating side.

The most untapped thing in SEO is targetting brand names and not your brand; other brands come into play here. It is not just uncompetitive; your CTR will be definitely low since it is a navigational term. And a lot of keys that we rank for the CTRs are low, but they are still easy to rank for, resulting in a lesser difference. So, if you are competing against the brand or ranking near them, you are still getting brand recognition is an intangible thing, but it's still a big deal.

#5 Does page loading matter for SEO?

Yes, page speed does matter and is a beneficial thing, but that's not what drives results for you. The only thing that drives results is only the links on your website, and this is the only factor that substantially outweighs the page speed.

But when it comes to page speed, there are diminishing returns. Hence, going from 1.2 to below a second, you won't be able to see any difference in performance as far as SEO is concerned.

But if you were to go from eight seconds to two seconds, that becomes a huge deal. On the contrary, when you start getting below up to 3 seconds(an ideal target), the returns will be diminishing, leaving scope for improvement. This is all just for a better user experience and not necessarily for SEO.

#6 What's the fastest way to get results for an SEO Client?

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As far as faster results are concerned for the SEO clients, it completely depends on the current state of their websites. So, if they have never done SEO before, it is definitely going to take some time. But if they already have established traffic, they're already ranking for some keywords; it should be faster.

So for future reference, if you do get an SEO client with decent results already, the fastest way you can drive results is by adding title modifiers of modifiers within the copy of the target pages.

In most cases, you can squeeze a lot of keywords as the fastest thing right away. You immediately start dominating those long-tailed queries as they are not competitive at all.

Outside of that, the thing that requires more logistics would be optimizing the site architecture, which leads to pushing up the more critical pages in the architecture. For instance, you have five target pages you want to rank; try to get those no more than one click deep.

You can also get them on the home page for betterment, but things might get a bit tricky with some clients. Try to push it on as high as possible because it's not super complicated and is also a huge win.

The biggest thing is trying to find assets on the site that are relevant and then consolidating those with some of the pages that you are really trying to target.

#7 What are some of the best practices for eCommerce SEO?

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Though a few things and basic practices might be the same for eCommerce SEO as the regular ones, the most important thing to keep in mind is:

"BE CAREFUL WITH YOUR CONTENT"

That's a plague for eCommerce sites. Fortunately, we have a lot of content management that handles the issue.

The biggest thing to recommend for the eCom site is a reverse silo. This is again predominant as it is impenetrable to acquire links to category pages or product pages unless they possess some unique quality.

Though for a brand like Shave Clubs, marketing plays the primary role that leads to the links. But for most of the eCommerce sites, you’re not going to have that level of marketing. What you will be dealing with is having built informational assets that will be used as a catalyst to grow the site's authority, and then you'll have to leverage into smart internal linking.

Hence, you should focus purely on building site authority and less on driving links to category product pages.

#8 Why does a competitor beats you in local SERPs?

If your competitor is beating you in local SERP, this might happen because of their site being stronger. If not, black hatting might also be the case here.

This can also be the case with Aggressive SEO. Someone who's dominating that way is more likely because of the domain authority. Secondly, you may not see everything that's going on behind the scenes, and they may have an entire network set up of the sites that are linking to them that are hidden from crawlers.

You can replicate from them; if there's nothing to replicate from them, you can make your website much stronger.

I will never ask you to abandon tried-and-true SEO strategies. At the same time, I firmly swear that I will encourage you to experiment with novel techniques to boost your SEO efforts. Why? These two ways, in my opinion, neatly complement one other and allow you to maneuver if necessary.

Now tell me, do you employ any advanced SEO tactics that you believe are undervalued by most SEO guides? I'm excited to meet you in the comments!

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Wednesday, September 8, 2021

How to market your hotel during pandemic crisis

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In the last 2 months, I have attended more than 100 webinars and live sessions to understand Covid 19 and its impact on human life & the Economy. Most of the sessions were organized by Spiritual Gurus, A++ B School, and national & International organizations. Unfortunately, most of the Session ended with a quote like “it is very challenging”.

Now two things are very clear, We have to survive with Covid-19 (Corona Virus) and Hard immunity would be the solution to the economy back on track until vaccines come into the market.

With the understanding of the fatal effect of Covid 19, I can say it is very difficult to back to normal life now at the same time we have to open up our economic activities. Already many organizations open the door.

On the basis of my study, I have chalked out a plan” How we can open our business” for sustainable growth during the “Corona crisis “ and am pleased to share the same with all of you.

1. Improve the ‘Mental health” of your employee. Your employee is your asset. Offer a healthy environment, it may include Safety and security, Sanitation, and hygiene. Help them to boost up their immunity system by offering immunity boosters it can be the form of medicine or food.

2. Make it mandatory for half an hour breathing exercise and meditation for your all employee.

3. Keep your employee positive, safe, and motivated.

4. Plan to open your business phase-wise, one department or segment by another.

5. Keep your capital ready – Reduce your expenses.

6. Distance your goal.

7. Go Digital. Remember if you do not have a good digital platform you will not be in business.

8. Make your digital marketing from your existing strength.

9. Check your business feasibility or alternative business. Many businesses may close down due to COVID -19 crises.

10. Change your mindset. Old patterns and old mindsets may not work out. Be prepared for change.

11. Develop your product service offering according to customer needs. Consumer behaviour is changing radically.

12. Business format needs to be changed – Change Management.

13. Tanning and skill Development on IT, IoT, and technology.