Why Brands Should Invest in Continuous SEO

Prasad Pillai

Prasad Pillai, Head – SEO, BC Web Wise

The internet is evolving through constant change like any other ecosystem. To succeed, businesses have to deploy well thought and proven strategies to retain or improve their standing vis-a-vis the competition. Day in and day out.

SEO is their primary tactic to deal with this change and stay ahead of competitors. After all, an easily searchable business gets higher traffic. So whether you are a well-known brand or a highly aggressive startup, continuous and focused SEO is an essential part of your marketing mix to tap the online consumer.

However, businesses often implement SEO in a mission critical way. One time scrutiny, painful microscopic adjustments to the website, investment in PPC or other forms of advertising are short term measures that are expensive and do nothing for a website’s search rank in the long run. And it takes just one update from Google to force another round of erratic changes to the website.

The problem with short term SEO it is that when a business stops investment in it, competitors can easily hijack the traffic it had acquired.  The true value of SEO is that it delivers an ongoing RoI over the long term.  It actually helps to get your website in the top search results, where most clicks go, and keep it there – a massive return on your modest investment into SEO.

At BC Web Wise, we work with a number of well known brands on their SEO strategy. Whether you are a digital marketer or an online business, these are some insights on future-focused SEO that can help you build an authoritative online presence.

Continuous SEO is a competitive tactic

SEO basically gets visitors to your site by improving your search rankings for certain keywords. This traffic comes at the expense of sites that were previously ranking for those keywords. So what happens when you stop investing in SEO? Well, your competitors can and will paint the internet in their own colours!

Strong social media presence

Maintaining an active social media presence is valuable for an SEO campaign because social media activity sends ranking signals to Google. But your SEO and social media strategies should go hand in hand. Creating business pages on Facebook, Twitter, and LinkedIn, and daily follower engagement are some of the basic steps. Tailored content such as infographics or relevant guest blogs can act like magnets for researchers who will link to and reference your website in return.

Put your money where the mobile is

Google penalizes the search ranks of websites that are not optimized for mobile. Creating a smartphone app is one way to tailor the mobile experience for your visitors, but not necessarily the best way to drive mobile traffic to your site in the long term. Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.

Quality Link Building

A network of relevant inbound & outbound links builds up your website’s authority. High quality link building activity starts with your content strategy.  It can drive a lot of organic traffic to your site, helping build brand awareness and credibility. Tight and strategic interlinking of pages within the site also leads to search engines favoring your site, while improving navigability.

Regular Page optimization

People should be able to easily find the information they are looking for on your website. To keep its website relevant, a business has to regularly optimize the basics such as site design, navigation, structure, and interlinking. After all, users tend to return to websites that are easier to use and informative.

Blog and benefit forever

Another great way to share fresh content is by maintaining a blog. Some businesses are too serious by nature to manage a generally interesting blog. But that’s not the end of the road. A blog in a Q&A format that answers FAQs for visitors or customers can work even better for your website than keyword optimizing.  Google analyzes search queries semantically, so when your customers search for answers to those questions, your site will be more likely to come up.

What works for Google, works for your customers

By following these strategies consistently you won’t ever have to worry about Penguin or Panda penalties or losing traffic with new Google updates, since you won’t be engaging in any questionable practices. A consistent SEO strategy improves search rankings because it puts customers first. And if your customers are happy, Google is happy.

Demand Transparency from SEO agency

All said and done, many businesses have no idea what their SEO agencies are doing to get them rankings. They don’t keep track because they think that SEO is complicated. But hopefully you realize now that the difference between good and bad SEO is as clear as black and white.

As a marketer you need to concentrate your efforts on the bigger picture, and demand to know if your agency is adhering to these SEO best practices.

If you are looking for a complete SEO solutions partner or an SEO audit of your website, please contact us here, or you can write to me directly with any questions at prasad.pillai@bcwebwise.com.

The Mad Men of Generation Z

Anthony Padayachi, ace wordsmith and Associate Creative Director, BC Web Wise

Anthony Padayachi, digital maverick and Associate Creative Director, BC Web Wise

Potatoes. And a guest lecture in LR-63 at St. Xavier’s College, Mumbai.

Having spent over a year with my favourite creative partner, who is a cusp between Millenials and Generation Z; I knew that I had to finish my 21-slide-ppt lecture with “Thank You” and an image of a sack of Potatoes next to it. A sack of potatoes because it was an SY-TY BMM (Bachelors of Mass Media) combined advertising class.

More the people, the more potatoes one needs to offer – that’s the rule.

Generation Z is different. Rather indifferent… to “gas”. So as an advertising professional, it doesn’t matter if you’re trying to sell that sub-12K smartphone, or a no-gas deodorant, you better tread lightly if you don’t know them well. Anyway, since this post is about the Mad Men of Generation Z; here’s a “Listicle” of 5 things about how they’re poised to change advertising.

5 ways how Generation Z will change advertising as we know it!

  1. The Mobile First Revolution

“I don’t watch TV, what are you guys doing to target people like me on mobile?” I hope my answer was convincing enough, but the point is that Generation Z is exposed to ads on mobile more than any other medium. Having spent so much time on their smartphones, they’re all set to revolutionize mobile advertising.

Yes, mobile advertising goes beyond creating a mobile-optimized campaign microsite or even location targeting.

  1. Masters of what Matters (Now)

FOLO (Fear Of Losing Out) may be one of the insights that millennial marketing is using to advertitize to Generation Z. But having gone through the FOLO feeling, Gen Z looks poised to master the use of topical and trending content in advertising.

  1. Adopting newborn technologies #LikeABoss

Still contemplating whether VR is a good investment? A Gen-Z Mad Man pitched a kickass VR idea to me right after the lecture, reinforcing my belief that they will be eager to adopt technologies that are fresh off the oven. Moreover, they’ve witnessed technological obsolescence in their growing years, creating the urge to do the new.

  1. Socially Suaver

According to a popular advertising portal, Generation Z consider their ‘virtual’ pals as important as the friends they meet in person. Most of them also believe that this is where their real social life takes place.

So as and when Gen-Z step into agencies or brand floors, it is very likely that they’ll focus on connecting with their TG on social as if they’re meeting each of them in person.

  1. Making Digital the new Mainline

Gone are the days when a BMM-Advertising student would dream about creating TVCs. Gen-Z wants to create the next cool thing on digital. Be it a cause related campaign site, a potentially-viral video, or a cool game app for the brand; they’re keen to be on the digital side of advertising, cuz that’s where they’re living the most awesome part of their lives.

Sorry for the long blog, here’s a potato for you! ;D

potatoP.S. – Big thanks to Perrie ma’am (Head of Department, BMM – St. Xavier’s College) who invited me for the guest lecture cum nostalgic trip; which turned out the be an insightful session with Gen Z – the Mad Men of tomorrow.

‘See Ganesha’ brings in our first Elephant at The 3rd Kyoorius Awards

And it’s a beauty!

Kyoorius

Blue Elephant for Art Direction in Digital Marketing – ASUS India #SeeWhatOthersCantSee – See Ganesha

What makes the recognition really special is that it’s our very first Blue Elephant (Art Direction in Digital Marketing).

Kyoorius

(From L-R) Rahul Patil – Animation Head, Mangesh Bhayde – Creative Director – Art & Design at bcwebwise, Koen Van Ovoorde, Owner at Adikt, Anthony Padayachi – Associate Creative Director & Elstan Rebello – Sr. VP – Sales & Servicing at bcwebwise.

Let’s call it conclusive evidence of the fact that God is in the details, because the idea that has brought the Blue Elephant award our way is See Ganesha‘ – a Ganeshotsav campaign from 2015 that expressed the devotion of millions of Indian households to the deity.

See Ganesha was a series of striking visuals shared by ASUS India on social media around Ganeshotsav to engage fans with the PixelMaster feature of it’s ZenFone 2 smartphones. The visuals depicted various naturally occurring and delicate forms of Ganesha in the tiniest sprouted pulses through macro-photography, asking fans to #SeeWhatOthersCantSee

See GaneshaRead the full story about the campaign here.

Well if God is in the details, his little angels have to be everywhere around us! Which brings us to the delightful Hamari Pari microsite for Hero MotoCorp‘s CSR initiative for the girl-child that was an in-book winner at Kyoorius. Based on the simple insight that empowering the girl child with education can improve the lives of those around them, HamariPari.com used an animated-narrative technique and adorable illustrations to tell the story of ‘Pari’ with every scroll.

Kyoorius

HamariPari.com, in-book winner (Animation & Illustration in Digital Marketing) at Kyoorius Awards

To add to our excitement on winning the award, Kyoorius pulled off an event that is probably among the most stylish and professionally organized advertising awards in India. The best creative work in recent times and who’s who of the Indian creative landscape packed inside a huge dome bathed in neon blue – it all made the awards night a magical experience!

Great work, great award, great party! With its 3rd edition, Kyoorius has definitely secured a place among the top creative awards and annual destinations for advertising professionals. And we’re just getting curious!