Archive for the ‘Search Marketing’ Category

The Real King Of “Digital Media” Revealed in First Nth Drift

Tuesday, June 16th, 2015

Organizations are on the look out for the peg that will set them apart, and the expertise to call themselves the real kings of digital media. And the number of players vying for this keep increasing as the playing field expands. Whether it be Search Engine Optimization or Social Media, all digital media experts battle to lay their claim to the kingdom.

real king of social media

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So, which one can truly lay a claim?

While there may be many opinions answering this question, the fact still remains that digital media success for any department is not easy. It takes more than just effort, hard work and strategy. Exhaustive online information on the topic is not enough for digital media success anymore.

This fact was aptly outlined and showcased in Puretech’s freshly minted Nth drift initiative. While knowledge advancement events are not new at Puretech Digital, this first Nth Drift was special. What set it apart was the fact that it highlighted the qualites that the true king of digital media will bring to bear.


Amidst new insights and entertainment, Nth Drift kept refocusing on the way perspective mattered, as a way to bring digital media success for our clients. Check out some success stories that Puretech brings to the table:

Puretech Digital Social Media Success Case Study

Take a look at any social media campaign. Do you find yourself wondering about social media’s return on the investment made by the client? Our clients don’t have those questions to deal with, though, when they can experience concrete lead generation through a campaign.

puretech social media campaign case study

Do you hesitate to invest in a search engine marketing campaign? You won’t feel that way, though, if you were to get 39% year-on-year growth in number of leads. And definitely not have those uncertainties pop up when you can get 65% more leads with a 2 month SEM campaign. Through their examples, our presenters clearly explained how “perspective” made all the difference in their execution. Be it the apt timing that went into planning and executing SEM campaigns or actionable Social media campaigns, it all came down to a result-driven perspective. Would you like to hear about that, and how you can get your hands on some of that?

You know where to find us.

But, Nth Drift had so much more to offer. We learnt about fine-tuning client servicing through games. Having a veteran of the field walking us through this, with humorous anecdotes, made the process both insightful and entertaining.

puretech digital - first nth drift event

puretech digital - first nth drift event

Two veterans take to the field, showcasing the daily battle that is client servicing.

while the insights were useful, fun-based learning helped us focus on re-learning and revamping fundamentals and absorb client-servicing perspectives that our experts bring to bear. The games, chats, quizzes and more all help to enhancing our skills and expertise. Along with a recoded way of doing business, we have successful professionals standing by us to lead the way.

Getting business, and placating clients, are just one aspect of how we make for smooth sailing. Core competance with the Internet, and its myrid levels of updates and changes, are a key point that keeps us on top of the ball game. Take a look at a slide below:

puretech digital social media case study

This slide added titbits to ensure more SEO-friendly website development from the start. But that’s just one aspect. Wouldn’t an “SEO” perspective offer a better website to our clients?

puretech first nth drift event

puretech first nth drift event

puretech first nth drift event

puretech digital - first nth drift event

puretech first nth drift event

puretech digital - first nth drift event

puretech First nth drift evenT

CAPTION: Expertise needs no introduction, only a platform on which to shine.

Be it examples tools or ideas, our presenters are in sync with our clients thoughts well enough to offer all support that can be needed. All that, though, comes down to working as professionals and as a team with the right insights to form a strong foundation that ensure results get taken to the next level. Isn’t that why, our teams receive such tremendous accolades from our clients?

puretech digital client testimonials for SEO, SEM, Social Media Campaigns

These testimonials illustrate one vital point. That the “Right perspective works.”

Amidst all the online clutter, a client-driven perspective with clear and concise take-aways help you, as a digital agency, stand apart on both search engines and social media. The profitability of our digital media services, proven through validated results, lie in implementing perspective across channels. This valuable take-away is what helped the first edition of the Nth Drift set the stage. Successive editions of this property will continue to draw attention to other factors that need to be taken into consideration to ensure a well-rounded success story.

With a host of our own, Puretech Digital continues to uphold the promise of delivering effective, timely and holistic solutions.

The Art Of Fixing Your Digital Media Blind Spots

Thursday, February 5th, 2015

It’s a little presumptuous to suggest that decision makers have digital media blind spots. But, it’s only human. We work with decision makers day and night. So, we understand that they work really hard to stay ahead of the curve. But, every now and then, these blind spots can rear their ugly heads.

The Art Of Fixing Your Digital Media Blind Spots

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Digital marketing has several facets and is ever-evolving. Under pressure to perform, monitor and deliver results constantly, decision makers may overlook a few relevant factors. That’s why it is important to trust your digital marketing partners or in-house experts. Take their counsel seriously.

Take their counsel seriously

Are you a CEO, Entrepreneur, Digital Marketer or Social Media Manager? Then, read on and keep an eye out for these common digital media blind spots.


Today, every organization wants more attention. They employ SEO (Search Engine Optimization) and SMO (Social Media Optimization). If possible, they use display ads too. But, several decision makers think of competitive brands as competitors. They forget to take into account the growing number of blogs, third party websites, international competitors, etc. Search engines and social media change your conventional “competition”. Is your digital media strategy ready for it? Here is a Google Worldwide Trend of interest over time in “travel insurance”.

interest over time

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Here is a Google trend of interest over time in “travel insurance” in the UK market.

interest over time
It may seem like there is a gradually decreasing interest in the market. But the picture is completely different when you include third party travel websites.

Third party travel websites - Interest over Time

So, don’t turn a blind eye to the current and potential key influencers in your market. Watch out for white papers and industry benchmark studies. Identify social and offline influencers in your industry too. Then, you can create a more holistic digital media strategy.

  • Collaborate with online bloggers.
  • Create content your customers are looking for rather than promotional content. This type of content is worthy news content for most third party websites and blogs.
  • Write guest posts for third party websites.
  • customer needs

    Whether you are a CEO, CMO or a digital marketing manager, key decision makers are not spending sufficient time talking to real customers. Frankly, it is not entirely possible. But, your organization has customers and employees in its sales and customer care departments. There is enough data in the sales and web analytics departments to create actionable insights. Powerful business leaders focus on “customers” and so should you.

    Customer is boss - Quote by Sam Walton
    Unhappy Customers Greatest Source of Learning - Quote by Bill Gates
    Customer Experience - Quote by Steve Jobs

    So, integrate the insights from web analytics, sales and customer service into your buyer persona. These data-driven buyer personas have a potential to minimize the risk in your decision-making process. It is not just about using web analytics but making profitable decisions.

    results vs budget

    Decision makers have to consider a number of aspects. There is just too much to be done to look at the next big thing on the digital media front. But, this digital media revolution is spinning at an unbelievable rate. Some organizations are offering just the solution you need for your current problem. But, most decision makers are too involved in traditional problem-solving methods to bother. The true sign of a digital marketing success is “Experimentation”. Drive your digital marketing campaign from your vision of results rather than budget and other constraints. You will be surprised to discover how affordable digital media tools can be.

    An impartial third party advisor can always help you see these blind spots, though. That has been our experience, anyway. Contact Us today to help you.

    Twist in the Tail

    Wednesday, November 16th, 2011

    Search engine marketing is getting pretty competitive, and the bestselling keywords are becoming expensive. Take a long-tail approach!

    Pay-per-click marketing on search engines through programs such as Google AdWords and Yahoo! Search Marketing is becoming increasingly popular among marketers worldwide. These programs work on an auction model: Marketers bid for keywords, which when used by Internet users on search engines, will trigger their ads. The ads of the highest bidders, usually, get top billing on search engine result pages for the keywords they have bid on. Marketers then pay the bid amount for every click that a user makes on their ads.

    As these programs become more popular with marketers, the competition for keywords and the cost-per-click for popular keywords are constantly rising. So, how can marketers lower their costs and yet get the clicks they desire? Is bidding for the most popular keywords the only way to get traffic and increase ROI?

    It certainly is not. More and more people are buying into the long tail concept. So what exactly is the long tail of search engine marketing? Let’s illustrate with an example.

    Let’s say you sell digital cameras and accessories online. You want to run a search engine marketing campaign. To begin with, let’s consider the keyword ‘camera’. Let us assume that it’s a very popular keyword and costs Rs. 50 per click and you get 100 clicks per day. Your cost works out to Rs. 5000 per day. Now what if you have a budget of only Rs. 2500 per day? Check out the tail. Buy lower-priced keywords such as ‘3 mega-pixel digital camera’, ‘5 mega-pixel canon digital camera’, ‘nikon digital slr camera’ etc. These keywords will typically be priced much lower than ‘camera’. Though each one of them may deliver lower clicks, a collection of long tail keywords will give you 100 clicks for Rs. 2500 (assuming an average price of Rs. 25) instead of the Rs. 5000 you would have paid for ‘camera’.

    Of course, this is a simplistic example, but it brings out the power of the long tail. The term long tail was coined by Chris Anderson in a Wired Magazine article to describe the success of online retailers such as and Anderson contended that in the physical world, retailers stocked only the bestsellers since shelf space was limited. Online retailers have no such constraints on the inventory that they can stock. As a result, they were able to cater to the narrowest of niches. In the aggregate, these niche markets often proved to be larger than the bestseller or ‘hit’ market.

    In search engine marketing, as the cost of popular keywords keeps rising, long tail keywords can be a powerful force

    While, the cost per click of long tail keywords will obviously be lower, there are other compelling advantages as well. Broad-based words such as ‘camera’ may indeed attract a large number of searches, but the conversion rates could be much higher at the narrow end of the spectrum. When someone is searching for the keyword ‘camera’, that person may be searching for anything from camera maintenance tips to camera servicing centers. But when someone searches for ‘5 mega-pixel digital camera’ or ‘nikon digital slr camera’, they are looking for a specific product. Clearly, the narrower the search, the more likely they are to convert.

    In fact, many experts believe that people who enter long tail keywords are those who are far ahead in the buying cycle. When people begin researching a product they tend to be more broad-based in their queries. But the queries become more and more focused and refined as they approach the end of the buying cycle.

    So, it’s not just a question of lowering your costs, but it is also about increasing effectiveness and ROI.
    Here’s another reason why the long tail is important. According to Joe Kraus, a co-founder of search engine Excite, while the top 10 searches were thousands of times more popular than the average search, these represented only 3% of the total volume on Excite. A vast majority – 97% – of its searches came from the `long tail’, that is, queries asked a little over once a day. According to him, Excite went out of business because it couldn’t figure out a way to make money from that long tail.

    Search engine marketing has become an extremely important tool for any online marketer. That’s because it’s relatively inexpensive, can be targeted with a fair degree of accuracy to the right audience, and offers the best return on investment. It’s also becoming big business. According to a study by IBIS World, SEMPO, search engine marketing is expected to become a $19.3 billion industry in the year 2011 in North America alone.

    So you can imagine the competition that’s going to be out there. To win, just grab the tail!

    Google Universal Search – An Expanding Universe

    Tuesday, June 24th, 2008

    What Universal Search means to your search engine ranking on Google.

    What is Google universal search, and how will it impact your company’s search engine optimization efforts?

    Universal search is the seamless integration of results from Google’s various vertical search engines (news, video, images, local and book) into the organic Web SERPs (search engine result pages).

    Google has been incorporating results from its vertical search engines into its main Web results for a while now. Earlier, however, the results from, say, news search were clearly differentiated and published at the top of the organic results. Where Universal Search differs is that these results are now seamlessly integrated into the Web results based on their importance to a user’s query.

    For instance, check the results for Apple iPod, and notice how results from news and videos are a seamless part of the web search results.

    In a search for John McCain, the US presidential candidate, see how blog posts about John McCain are part of the Web results.

    What does all of this mean to your search engine optimization efforts?

    The first impact is that your web pages now have a lot more competition – not just from other web pages, but from videos, images, news articles, blog posts, books etc.

    So you have to try that much harder to gain traction on Google. A plain vanilla, pure Web site optimization campaign may not be enough going forward. You will have to think seriously about making your presence on vertical searches as well.

    That means building more diverse content, including
    • Press releases and articles (for mainstream media) that could make the cut on news search engines
    • Videos that you can aggressively promote on YouTube and other multimedia sharing platforms
    • Building a compelling presence in the blogosphere by communicating with and through blogs
    • Optimizing your images with relevant metadata (a good idea may be to opt-in to Google’s enhanced image search)
    • Making use of the Google Local Business Center to build a presence on local search

    Google is also increasingly incorporating results from social media, such as Facebook, MySpace and Twitter. It may be a good idea to create a profile for your company on these networks.

    Growing importance of Online Press Releases

    Tuesday, May 20th, 2008

    In a significant report, titled Search Marketing Benchmark Guide, MarketingSherpa reported that online press releases, combined with organic search engine optimization, are one of the most effective Internet marketing strategies. As Jack Trout and Al Ries, best-selling authors, wrote: “PR plants the seed. Search marketing harvests the crop.”

    Advertising clutter and information saturation have made traditional media less appealing to consumers, who prefer to consume news when they want it and where they want it. Not surprisingly, more and more savvy users are turning to the Internet for their daily quota of news. About 75% of searchers and researchers get their news online today.

    Remember, it’s not just your prospects, but even journalists are increasingly using news search engines.

    = 98% of journalists go online daily
    = = 92% for article research
    = = 81% to do searching
    = = 76% to find new sources, experts
    = = 73% to find press releases
    On an average day, 68 million American adults go online:
    = 30% use a search engine to find information
    = 27% get news

    (Sources: Middleberg / Ross Survey and Pew Internet and American Life Project)

    Google News and Yahoo News have the largest online news audience and an optimized press release in their news section can give a quick and ethical boost to your Search Marketing Campaign. You can expect to be on page one of their news search result pages for your keywords overnight.

    There are many online news wire services such as prnewswire (, BusinessWire ( and prweb ( that will distribute your press releases to the trade media, online portals, news web sites and to mainstream media houses. All major news search engines such as Google News, Yahoo News etc incorporate press releases in their search result pages. Submitting your press release to these news wires gives it good chance of making it to news search engines.

    Getting into the news search engines is just one part of the story. Making sure it ranks highly when someone searches for it requires good writing, good structure and well-targeted and deployed keywords.

    The elements of a good online press release:

    The inverted pyramid: This is the classic way to tell a news story. Structure the information in decreasing order of importance. Begin with the most important information – and, therefore, the most important keywords and key phrases – and end with the least important.

    Deploy your keywords effectively: First identify a set of at least three keywords or key phrases that you want to target. On news search engines, proper research and keyword selection are even more important than on traditional web search engines. Make sure you deploy these keywords in important areas such as the headline (this is top priority), summary, first paragraph, sub-heads etc. Of course, you should not go overboard with your keyword deployment or search engines algorithms might penalize you for ‘stuffing’. Keep your keywords to a density of around 2 percent of the total number of words in a page.

    Structure it well: Start with an interesting headline and a short, crisp summary of your press release. Make your press release readable by giving sub-heads, bulleted lists etc. Add a note about your company at the end of your release, with its Web site address, and contact details. Remember you must first write for the reader and then optimize for the search engines. Do not write lengthy releases; instead keep it to not more than 300-400 words.

    Use good linking practices: Link to important areas of your site from within the press release. For instance, if you are talking about a particular product or service, use it as anchor text to link to the relevant page on your web site. Also host the press release on your site and devise a good landing page for it and make sure you provide a link to it on the press release.

    The bottom line

    Good online press releases not only get you instant visibility across the Web, they can also translate into long-term rankings on traditional Web search engines. This happens because your press release gets linked by many topical and niche industry sites. And since your press release links to your Website pages, it can bring lasting visibility for your site.