Google launched an algorithm in June 2019, which is called Broad Core Update, Google tweeted on June 2nd that it is going to update the algorithm of Broad Core Update on June 3rd and Google done live this updates on June 3rd. This update has affected the ranking of some websites so that the traffic of some websites has increased, and the traffic of some websites has decreased.
Google always trying to show best result to the user and Google is always focusing on that thing.
In the Broad Core update, Google has targeted to those website which is related to YMYL (Your Money Your Life), websites like Health, happiness, safety or financial site comes in it. These websites have been targeted by Google. Google has checked the content of such websites, keywords and backlinks, and in this website has these all things are not included properly that websites affected by this algorithm.
According to Google’s panda, penguin and hummingbird algorithm, your website should have quality content, as well as your website should have quality backlinks. Keeping all this in mind, you have to design your website and work on seo, and if you do not follow all these things, then your website will be affected by all the algorithms before the broad core update.
Google has placed these websites in E-A-T criteria. E-A-T stands for Expertise-Authoritativeness-Trustworthiness and your website should follow these three things.
Google has started E-A-T criteria from 2014
Expertise- Whatever content you are writing on your website or in the blog, then you should have complete knowledge about that topic or that thing; whatever you are writing should be clear and should be informative. To say means that the content is writing, they should be an expert in that field.
Authoritativeness- If you are writing any content and have any other author of that content then you have to tell about the author, what his job profile or work profession, and if you have his photo, so you can also show it.
Trustworthiness- The content you write should be Trustworthy. People should believe in your website. Security most important for e-commerce website because when you shop online, you have to give your bank details or card details. Means that the user who came to your site should be completely feel safe, for this you have to add ssl certificate on your website and make your website https, as well as provide your contact details and make a profile on your website.
According to Google’s algorithm, if your website or any page and content of your website affects someone’s health, happiness, security, or financial stability, then it is called YMYL page.
If your website has the effect of this algorithm, then you can go to your Google Sitemap to find out the errors and you have done whatever you asked Google to do. And bring your website into the E-A-T criteria, so that your website should not be affected by this algorithm.
If your website comes in YMYL and your website is related to someone’s health, happiness, financial or security, then you have to put in your website E-A-T criteria. The person who wrote the content in your website should be expert in that field, and whoever wrote this content should have a well recognized authority, as well as your website and your content should be trustworthy if all these things are in the website then you do not have to worry and if not, then you have to work on it so that your website Will start rank in google search engine.
Google has done a change in 7 June 2019 and it is that you cannot do more than two-page listings on the same website. This change is Site Diversity change. Earlier, you listed all pages of your website or two pages on the same website but now it will be removed by Google.
Site Diversity is just a change, no updates.
This page will show how the web pages will be displayed on the search result but it will not affect on website ranking.
Listing of subdomain and root domain will be treated as same, this means that the subdomain will have much effect on site diversity
Now you have to keep in mind that you cannot list more than two pages on the same site if you have to list the subdomain then you will have to register by visiting another website if you already have a root domain on that website, if you have listed pages, you cannot place further listings on that website.
Digital marketing is a marketing process to promote products online. Digital marketing is the brand marketing technique with the help of internet. Digital marketing is connected with all the marketing efforts that we use on the various electronic device or the internet. Businesses get the advantage through digital channels such as search engines, social media, email and their websites for getting connected with current and expected customers. Now a day’s Digital marketing (scope of digital marketing) or Internet marketing has become one of the most commonly used words.
In every generation, marketing has grown according to customers need. If you go back in history, you can see that when customers used to use radio, then radio advertising and marketing started. Next, we tend to get the boom of televisions, it is one of the widely used device globally, which allowed the companies to reach a mass audience with TV ads. Even today advertising on TV is one of the most used advertising methods for various companies. Since the boom of the Internet, more customers started using the Internet, which gave birth to a new era of marketing originally called Internet marketing, which is now called Digital Marketing.
If you want to know about Digital Marketing in Future we must understand its advantages and how it can sustain over the period of time until we get a new generation of communication. Also, we must go through an increasing number of internet users in the world.
In the last four years alone, India’s internet population has become almost doubled to 430M. India has beaten the USA as the 2nd largest country in terms of a number of internet users.
Today almost all the users are using mobile phones for communication globally. As per a report 4.77 billion mobiles phone users globally, which will increase to 5.07 billion by 2019. Today’s majority of mobile phones are smartphones with internet access, which allows customers to connect with businesses anytime & anywhere.
Targeting the Audience: In ancient promoting ways, it is very difficult to advertise to the target audience with specific demographics & details. Today with digital promoting we’ve got numerous custom-made strategies to focus on the audience solely.
Ex: Today we can reach an audience by their Location, specific age group, gender, educational background, specific interests, personal information, etc. Also, we are having various advanced strategies for targeting a very specific audience.
Low Cost and High Return of Investment:
Almost all of the small and medium scale companies trust mostly on digital marketing strategies because of its low cost and high return on investment.
Scope of digital marketing in India for Professionals:
As the digital marketing industry is growing vastly in India, which is bringing more opportunities to professionals in this industry. Following are job opportunities available for professionals.
Get a Job in Industry: In digital marketing, we are having many different specializations so you will have different options to start your career.
Junior &Mid Level Career Options • Digital marketing intern • Digital marketing executive • SEO Executive • Link Building specialist • Social media specialist • Google Ads specialist • Email marketing specialist • Web Analyst • Online reputation executive • Content marketing executive
Higher Level Digital Marketing Job Titles • Digital marketing strategist • Digital marketing manager • Social media manager • Digital Marketing Head • Paid Advertising manager • Digital Branding Head
Scope of Digital Marketing in Online Business:
1. Become a Professional Blogger:
Many digital marketing professionals choose blogging as their full-time career choice. Many professionals are successful bloggers in their chosen niche by their dedication and hard work Bloggers can generate income with advertising & affiliate marketing strategies.
2. Earn with Affiliate Marketing & AdSense:
You can start with writing your blog or website or app in a specific niche of your interest and initially work hard to build traffic & viewers. After generating sensible traffic, you can make a good income with AdSense & affiliate marketing techniques.
3. Start Freelancing Services:
Freelancing is the concept of offering your services to clients on a part-time or full-time basis working from your home. Sitting at your home you can build your clients business globally. fiverr.com, freelancer.com are the sites from where you can start your freelancing job.
4. Start your own agency:
If you are having experience in managing a business, resources & also having contacts. Then you can start your own full-time digital marketing agency. With a digital marketing agency, you can build marketing strategies for clients and implement them with digital.
5. Become a YouTuber:
You can choose youtube to become a full-time YouTuber in a selected area. For becoming youtuber you need to focus on the quality of content and building your audience base on YouTube. Once you start getting subscribers and views, you can make money with YouTube monetization.
Tools and Techniques of Digital Marketing
Digital Marketing consists of lots of tools and techniques like SEO, SEM, SMO, SMM, link building, content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, and e-mail direct marketing, etc.
We can categorize the digital marketing into two segments i.e. Inbound Marketing, Outbound Marketing.
Inbound promoting is that the techniques take the assistance of social media, digital content in e-books, webinars or e-newsletter to raise the number of clicks on our links and learn more about our company and our services. In Outbound Marketing segment it includes placing various ads, cold-calls, e-mails or reach out to potential customers through a digital form. For improving website ranking, we must use the keywords in Website URL, Website Title, Meta tag, Web page content, density in body text, headlines
Search Engine Optimization is known as SEO, it is the process of improving the structure, content, internal and external linking of your site, then the Search engines will be able to index them properly. It also involves in various promotional activities to improve your search engine rank. For getting better page ranking to our site keywords are very important in SEO, where we are using it will reflect your site ranking. There are two types of SEO i.e. On page optimization and Off-page optimization. In on page optimization have to do directly with the content and site structure. Off-page optimization is the process of boosting your search engine ranking by getting external links pointing back to it.
If we want instant traffic then we can use another paid techniques, i.e. Pay Per Click advertising it is also known as Cost Per Click also known as SEM, it is the technique used for getting direct traffic for our websites with the use of Google Adwords. In this technique, advertisers or website owner pays to the publisher when the ad is clicked. In alternative words, it’sthe quantity spent to inducean ad clicked.
The primary models for determining Pay-Per-Click are Flat-rate PPC and Bid-based PPC. In Flat-rate PPC both advertiser and publisher become agree to a fixed amount that will be paid for each click. Many time, the publisher has a rate card for PPC plan based on different areas of their website or network. The amount changes as per the content that generally attracts more or fewer people. In Bid-based PPC the advertiser competes with other advertisers in a private auction hosted by a publisher. The advertiser will inform the publisher how much maximum amount of bid he is interested to pay. For an effective PPC, the keyword must be relevant, exhaustive and expansive.
For bringing more visitors to your site and to increase the conversion rates you have to focus on writing compelling content on your site that is relevant to the keyword or search query. Also, we need to maintain relevancy between your ads and associated landing pages. The webpage should be easy in the registering process, and signing up for a newsletter or making any kind of purchase. Also, we need to check the design of our landing page which should have the right combination of color, layout, and GUI to attract more customers.