All You Need to Know about Google’s Upcoming Mobile-Friendly Update

For quite some time, Google has been popular due to its strict algorithm updates. Google is back again with another algorithm update on April 21st i.e. “Mobile Friendly Ranking”.

Zineb Ait Bahajji from Google said that, “The forthcoming Mobile-Friendly Ranking Algorithm that will start on April 21st will have more of an impact on Google’s search results compared to the Google’s Penguin and the Panda update did”.

Google’s Upcoming Mobile Friendly Update

Google will be increasing its use of mobile responsiveness as a ranking signal effective on April 21. This change will have a major impact on search results, while it will only affect mobile searches (for the time being). Now mobile device users will get search results that are optimized and relevant for their devices. Consequently those websites that are optimized and relevant for mobile devices will get higher rankings.

Google stated that, this change will benefit both the mobile users as well as Google itself. This could give Google a boost in opposition to its rivals, such as Yahoo and Bing, in the search market by providing a better experience for mobile users.

Google suggests taking the following steps to make your website mobile-friendly.

  • In order to identify any issues with your website when viewed on a mobile device, use Webmaster Tools to generate a Mobile Usability Report.
  • To see how optimized your website is for mobile viewing, take Google’s Mobile-Friendly Test. Check out exactly how Google’s own Googlebot views the pages when determining search results by testing a single page on your site or by testing several web pages.
  • Visit Google’s guide to mobile-friendly sites. Here you will get all the vital information on how to make your website mobile friendly.

Also, when ranking search results, Google will factor content from mobile apps; which will be effective immediately. This new feature called App Indexing, indexes apps for content and after that displays those apps more notably in the search results. Note that this only works when users have the website’s mobile app installed on their devices and are signed in to Google.

However, Google does not automatically index app content. For app content to be scanned and to appear on search results, webmasters will need to manually activate App Indexing. Google offers this step-by-step guide to App Indexing to help you get started.

This news is not great for firms with websites that are not optimized for mobile devices. However, this is excellent news for companies with responsive websites. In order to have an advantage over competitors who have not optimized their sites for mobile yet this algorithm change presents an opportunity for mobile-optimized firms.

If you want to get a step ahead of the competition, be sure your website is responsive and optimized for all devices as mobile search traffic will only continue to increase.

How to Use Keywords in SEO?

Keywords undoubtedly are the back bone of a Search engine optimization campaign. The selection of right keywords can only help you reach potential customers and conversion. Hence it becomes highly imperative to choose the right keywords for your website.  There is plethora of ways to ascertain the keyword for optimization and the most pragmatic way is a vigilant study on the keywords that are mostly searched by the people who look for the services or products you offer through your website. With a careful analysis, you can also research about the keywords that your competitors use to determine a right kind of keyword for your website. It is the conversion ability of the keyword, which basically matters rather than the quantity.

How to use keywords in SEO

The right placement of Keyword:  The properly positioned keyword is extremely essential for its optimization. You need to be fully aware of this aspect as negligence could hinder its opportunity of high ranking in SEO. Be it the URL or the file name or be it the page title or for that matter in the heading, the presence of keyword is certainly required in these locations. Make sure to craft a comprehensive and relevant content with the right use of keyword.

  • Heading: The headline of the content is the very first part which a searcher takes notice of and it is for this reason, the existence of keyword in the heading holds all the more significance. The presence of keyword in the heading also opens the avenues for a higher ranking in the search engine optimization.
  • Body text: Body text of the content is one of the key aspects in SEO and hence the role of the keyword in this segment of the content is extremely relevant. Make sure to use the keywords in an appropriate and comprehensive manner without over optimizing it.
  • URL: From the perspective of Search engine optimization, the use of keyword in the urls makes the site quite credible for obtaining a high rank. It is advisable to keep the URL of the site descriptive, compelling and precise to give a clear view to the visitors.

Determine the keyword density:   Keyword density is all about the ratio of the keyword, which needs to be optimized for reaching its target audience. Basically keyword density helps to give an indication to the search engines about the subject matter that your content deals with and hence it should be treated carefully. And furthermore, you have to be careful about the overuse of the keywords. Make sure, the keywords are placed in a natural and organic manner rather than you stuffing it in the content. Stuffing keyword does not ensure of a high ranking in SEO rather it is perceived as over-optimizing.  Lot of times, the writer fails to realize it and end up squeezing the keyword in each and every sentence. It is wise to go through the content thoroughly before the post to make the content engaging with the perfect use of keyword.

Keyword Proximity: The keyword proximity refers to the distance between the search term’s individual keywords. The proximity of the keywords higher the search terms are close to each other and lower when the distance between the words in is higher.

For example: for search the term “seo service California”, the proximity is 1 when we compare it with the key phrase “seo services in California and proximity is 3 when we take the key phrase professional seo and social media services California.

The smaller the distance between a search term’s individual keywords, the more relevant it will be from a search engine’s point of view.

The next time you write content, make sure to optimize your keyword with organically

Importance of Community Involvement for Small Businesses

There are plenty of advantages of small business. The business owner doesn’t need to pour bundles of money. He could start the business easily and if not successful, close it quickly. He wouldn’t have to employ too many workers and the laws in regard to small business are somewhat flexible.

However, one salient aspect that’s hardly being tapped on is community involvement. Studies have found that a small business could actually grow from community involvement.

In this article, we’ll surface tips on how community activities could help your business. 

Create a branding

Your business needs a brand name. Community involvement could be instrumental in earning a brand name for your business. If you donate money for a cause or uphold the community interest through your business, community members may start finding interest in your company and may become your clients. In other words, serving the community interest could give you potential leads and your business could get a distinct identity.

Pick an issue

In order to run a successful business these days, you need to be one step ahead of your competitors. A great way to achieve that is to pick an issue and highlight it through your business. Make sure the issue represents the theme of your business. For example, if your business belongs to printing and publishing industry, you could invite non-profit organizations to measure the amount of carbon emission and take measures to curb it. This would make you popular among the communities who want to reduce carbon footprint. That in turn could help you fetch new leads based on your newly established contacts within those communities.

Host community meetings

That’s perhaps the simplest and the most effective way to infiltrate into a community and get new clients. First get acquainted with few communities, whose line of work matches with your business. If you have spare room in your office, invite them to meet. Communities conduct such meetings frequently and if you host those meetings, you’ll form positive relationship with community members and will get new leads.

Sponsor community activities

Giving away cash is a red signal to a businessperson. So you may not like it. But try looking at it from a manipulative perspective. Sponsoring a community is like making an investment. The key people in that community will be obliged to you and from them, you’ll get contacts of many heavyweight businessmen, who are also linked to that community. Rest is how you could persuade them to strike a business deal with you.

In short, small businesses need to grow and owners of those businesses should leave no stone unturned in getting new clients. Being involved with a community gives you ample opportunities to bag clients.

Keyword Match Management in Adwords

Be an experienced practitioner or professional, while setting up an Adwords campaign the keywords and their match type are always a big question for many. Keyword match type management is the very vital not only to improve you quality score, but at the same time it helps you to reach the real audience which increases the ROI.

Many often clients ask us how to use the different types of keyword match option and why to use them. With the article today, I am going to explain you the tips on how to choose keywords for your adwords campaign based upon the keywords matching types.

Using keyword matching options in AdWords

But before that….How keyword matching options help you?

The main aim with the keywords matching options is to give an advertiser full control of the keywords that triggers his ads. In the mean time you can use the search term report and track you keyword variation that showed your ads.

 Google always recommend using broad match keywords to maximize your impressions but that actually makes you lose your money as with the broad match keywords you reach many irrelevant visits too.

In general, with broad keywords you reach more audience, but with narrow keyword/exact math keywords you reach real customers or the most relevant customers and hence better return in investment.

As per the recent updates, Google has introduced 4 types of keyword match management in Google adwords such as Broad, Modified Broad, Phrase, Exact Match Keywords.

Consumer Intent Modeling and Advanced Keyword Modeling

The success of an online business largely depends upon the ability of the organization to understand the physiology of their potential customers. Considering the huge power shift in the digital industry, now the customers have access to thousands of websites online to choose from where and how to buy the product or a service via internet.

For running a successful online campaign, paid or organic you need to understand the customer’s physiology and the purchase lifecycle.

The online marketing industry is huge and there are hundreds of ways to understand the consumer physiology.  One such model is consumer intent model that describes the basic mechanism of how people search in the internet!! In other words, with the consumer intent model, you can predict the potential buying percentage of the searcher from its search phrase.

Consumer Intent Model

As per the search behavior any search engine user can be divided in to three main categories such as SEARCHERS, SHOPPERS and BUYERS.

The below provides examples of different keyword types in the Consumer Intent Model.


The people under this category are in information-gathering mode. In general the search phrase used here are too generic and broad in nature. So the people searching with these terms are more likely to find information rather buying anything. For the sites ranking for these types of keywords may get lots of traffic but the conversion rate is too low. The searchers are more likely in a research mode and looking for information rather than purchasing a product.

Though the ROI for such type of campaigns is less but may lead to sales. The best way to take advantage for these search phrases is to provide educational and informational content to the visitors and capture their emails or phone numbers for further marketing efforts.


In comparison to the searchers, shoppers are close to purchase judgment and mainly in a comparison mode. There is a more chance you can sell a product to a shopper than a browser. The people under this category use search terms like “best”. “cheap”, “top” etc. And the terms may content 2-to-3 words and can provide you both descent traffic and conversion too.

To get the best form these types of traffic you need to be descriptive about your product and services. A side by side comparison with your competitor products/services will help you motivate the visitors to purchase from you. Also you can use testimonials/reviews from real people to help the shoppers make a purchase decision. There is a greater chance to convert a shopper to buyer with providing proper and descriptive information to them.


In comparison to the above 2 categories described, buyers are always prepared to buy. So they often search for specific products and they spend less time in searching actually.

The search phrases for the buyers category largely content four or more words that refer to very specific products or service. This is because they actually want to find the exact product quickly.

They are done with the logical part of the purchase cycle and just need a little emotional push to buy it from you. Any effective campaign that will tempt them is to use emotional quotes like “low price” , “24*7 service”,  “ best quality”, “money back guaranty”  etc.

Last words

In the coming days, digital advertisement will not only rely on content or social behaviour but the mindset of the people search in the internet. The advertisers will need to create engaging consumer experience and implement that in the real time and when implemented correctly, it can dramatically increase the conversion for any online business.