Mindless Digital Marketing Blogs

Category: SEO

  • B2B Digital Marketing for SAAS Companies – Insider Strategies

    In this digital world, SAAS companies base their growth on digital marketing – from outreach and traffic to ABM (account based marketing) and retargeting. The channels and strategies for B2B digital marketing for SAAS enterprises are quite different. While a part of focus is on Google Ads and Meta Ads, most of the focus shifts to SEO, LinkedIn Ads, Email, Affiliate marketing, Content Syndication, and retargeting or funnel nurturing via GDN, Newsletters, and YouTube.

    Furthermore, in my experience, B2B digital marketing is slightly less volatile or dynamic than B2C digital marketing. You may ask how? For B2B, you don’t need to push so many different ads for each event or festival, you also don’t need to make changes as often as you need to for B2C. Some of the reasons behind this are the long sales cycles in B2B and the lesser number of offers that need to be advertised. The negotiation on pricing happens during the sales funnel phase. Many channels and campaigns such as Affiliates and content syndication have longer runtimes and shelf life.

    Do you have a monthly media spend of more than $50k? Get your ads managed at just 5% media fee by certified experts handling over $1M per month for billion dollar global enterprises.

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    B2B Digital Marketing Strategies for SAAS Companies

    Understanding B2B Digital Marketing for SAAS Companies

    Now while all that makes management of B2B digital marketing campaigns relatively easier, there is another side to this coin. The data analysis and optimization depends on channel, website as well as funnel tracking which is very different than just placing tags or pixels on a website to track from clicks to RoAS in the platform itself. Then, on the analysis side, you need to look into both in-period and cohort data due to the monthly nature of sales and lengthy sales cycles. And don’t forget about the ABM part of B2B digital marketing – which we will discuss in detail later.

    The CPCs for B2B campaigns are much higher compared to B2C campaigns. While a B2C campaign click costs between $2-5, a B2B campaign click costs between $10-20. That is 10x.

    The conversion rates are a mix of platform CVR for leads and funnel CVR for deals. The revenue is not just a one time sale but a recurring revenue over years. The overall LTV and ACV (annual contract value) is much more important while making decisions on which platforms to choose and which campaigns to scale.

    I will be discussing all this in detail in this blog based on my own experience of working with two global multi-billion dollar B2B SAAS enterprises. Having spent over $30 million in B2B campaigns in the past 3 years, I now have some pretty good insights into these campaigns – both performance and management. I will also be sharing the names of multiple vendors which can help you scale your affiliate & content syndication programs as well as webinars. So Stay tuned!

    How does B2B Digital Marketing differ from B2C?

    Now let’s go through some further details on the digital marketing activities necessary for medical and healthcare professionals.

    1. In most cases this is Lead Generation. In some cases it is online sign up and payment.
    2. The channels in B2B vary a lot from B2C – more focus on LinkedIn, Affiliate, Newsletters and Listicles/Review Sites
    3. ABM (Account based marketing) while targeting TALs (Target account lists) is something unique to B2B digital marketing. This is done on multiple channels including Meta, LinkedIn, and Affiliates, sometimes using specialized SAAS tools such as 6Sense, Demandbase, Metadata and more.
    4. The CPCs are comparatively much higher – $10-20 for B2B vs $2-5 for B2C
    5. Sales Funnel – The leads go through a rigorous nurture and sales process before finally converting
    6. This results in a high CAC (Cost of Acquisition) as it includes cost of sales team
    7. The CVR is also much lower in case of Click>Lead>Sales Funnel>Deal funnel in B2B vs Click>Purchase in B2C
    8. RoAS is not based on just a one time purchase but is based on customer LTV

    B2B Digital Marketing Channels & Traffic Sources

    SourcesPlatforms IncludedImportanceRetargeting?
    Paid SearchGoogle Ads, Bing AdsHigh and specific intentYes
    Paid DisplayGoogle Display Network, Programmatic, Tabula, Criteo, Outbrain, and many moreLow cost per impression, multiple placement opportunitiesYes
    SEOGoogle and Bing Search EnginesHigh intent and low cost
    AI SEOGoogle, ChatGPTHigh intent, low cost and low competition
    Paid SocialMeta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost per impression, multiple placement opportunitiesYes
    Organic Social MediaMeta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost, build communities and following, WoM
    Social InfluencersMeta/Facebook/Instagram/Threads, YouTube, TiktokLow cost, WoM
    AffiliatesEmail Partners, SMS Partners, App PartnersPinpoint targeting based on demographics and firmographics
    Content SyndicationPublishers, Listicles, Review SitesMid level intent and low CPC
    Paid CommunitiesReddit, Quora, PinterestHigh interest, more ad content to engageYes
    Organic CommunitiesReddit, Quora, PinterestHigh interest, build communities and following
    MessagingWhatsApp, Email, SMSHighly targetedYes

    Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost. I always suggest B2B practices use multiple channels and split their budget based on performance of each channel.

    While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency. However, the scale of both is limited as the search volume for B2B KWs is much lower compared to B2C KWs and the engagement on B2B content on social media is also much lower compared to B2C content.

    On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

    We will now discuss the nuances of each of these B2B digital marketing channels for the SAAS industry in detail. We will also discuss the best digital marketing strategies and tips for each of these channels.

    I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ clients in the US, Canada Australia, UK, and Mexico.

    Digital Marketing Channels for SAAS Enterprises – Channel Strategies and Tips

    PlatformsDimensionsMetricsAudiencesImportanceSet UpOptimization TipsBudgeting & BiddingTech IntegrationsGeo Targeting
    Google Search AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality ScoreAttach existing customer list for better targetingHigh intent audience targeted by KWs for diseases, ailments & symptomsUse Phrase match for best resultsBrand, Competitor, Generic campaign structure
    Skip Search Partners and Search on Display options    		Regularly exclude queries using Search Term reportUse tRoAS bidding strategyCascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on appointment engines
    Integrate GSC and GBP    		Targeted Markets (Country based)
    Bing AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality ScoreUse intent targetingUse Phrase match for best resultsBrand, Competitor, Generic campaign structureSkip Search Partners and Search on Display optionsRegularly exclude queries using Search Term report
    Use tRoAS bidding strategy    		Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on booking engines
    Integrate GSC and GBP    		Targeted Markets (Country based)
    GDNCampaign, Ad Group, Ads, Audiences, PublishersCPM, CPC, CTR, CPL/CPA, CVRUse Lookalike, Custom Intent, inmarket and Affinity AudiencesCheaper and wider outreachSplit ad sets based on audiences and creative themesRegularly exclude publishers with extremely high or low CTR or CPC or based on industryMinimal budget and low bidding compared to Search AdsUse GTM to place tags on booking enginesTargeted Markets (Country based)
    ProgrammaticSkip these
    PMaxSkip these
    Google SearchBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Google Business ProfileNAP, Categories, Service Area, Schedule, ReviewsRatings, Directions, Calls, Website VisitsNot so important for SAAS companiesNAP – Name, Address, Phone NumberAlso fill up all the other fields availableMaintain Rating of 4+Get good reviews regularly
    Post pictures regularly
    Bing SearchBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    ChatGPTBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Influencer PRCPM, Engagement Rate, Clicks, CPC, CPAReach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
    Meta AdsCampaign, Ad Set, Ads, CreativesCPM, CPC, CTR, CPL/CPA, CVRUse default option for travel audience at Ad Set levelUse 2% lookalike audience or Advantage+ audienceSeparate campaigns to focus on indoor/outdoor/services/places to visit/eventsUse multiple creatives in a single adLow Budget and low biddingIntegrate Pixel and implement events via GTMTargeted Markets (Country based)
    FacebookFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileShare how to videos, features, stories and testimonials
    InstagramFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileShare how to videos, features, stories and testimonials
    ThreadsFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileShare how to videos, features, stories and testimonials
    LinkedInFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileBe a thought leader on LinkedInShare client testimonials and case studies
    LinkedIn AdsCampaign, Ad Set, Ads, Creatives, TALsCPM, CPC, CTR, CPL/CPA, CVRTAL targeting for ABM is only available on LinkedIn – Use it!Integrate with tools such as Demandbase and Metadata to target account based audiences with high accuracyLinkedIn is where you find professionals in your targeted industry who are the decision makers in their organizationsSeparate campaigns to focus on indoor/outdoor/services/places to visit/eventsUse multiple creatives in a single adMedium budget, High CPM, CPC and CPLIntegrate Pixel and implement events via GTMTargeted Markets (Country based)
    YouTubeFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileShare features, stories and testimonials
    Youtube AdsSkipShare how to videos
    TiktokFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    Tiktok AdsSkip
    SnapchatSkip
    Twitter(X)Skip
    Twitter(X) AdsSkip
    AggregatorsSkip
    QuoraList a free profile to answer specific questionsSome users may ask very specific questionsAnswer questions related to ailments and symptoms questions by other users
    Quora AdsTry if you have extra budgetsame as other social platforms
    RedditList a free profile to answer specific questionsSome users may ask very specific questionsBe a thought leader on Reddit
    Share client testimonials and case studies
    Reddit AdsTry if you have extra budgetsame as other social platforms
    PinterestSkip
    WhatsAppDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationShare offers & benefits
    Share client testimonials and case studies    		CRM integration
    Email/ NewslettersDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationBe a thought leader
    Share playbooks
    Share client testimonials and case studies    		CRM integration
    SMSDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationCRM integration
    AffiliatesList or Subscribers CountSent, Opens, Clicks, Leads, Deals, ACV, RoASOne of the best to target ABM TAL and upmarketFirmographics, ABM and TAL based Marketing, Upmarket Audiences, BANT leadsMake a deal with an affiliate vendor – Greenleads, itechSeries, SpiceWorks, PMG360, First Connect Digital, User Gems, ROKT and many moreUse best performing newsletter
    Double Touch leads are much better in quality
    BANT leads are even better    		Targeted Markets (Country based)
    PublishersWebsites Owned, Articles, ClicksCPC, CVR, Leads, Deals, RoASRevleads, Morning Brew, Thirddoor Media SEJ, Neil Patel (not recommended due to poor CRM)Customize headlines and short descriptionsPay $10-15 for Rank 1 in USOption not available
    ListiclesWebsites Owned, Articles, ClicksCPC, CVR, Leads, Deals, RoASCapterra, SoftwareAdvice, Plain English Healthcare, Deep ViewCustomize headlines and short descriptionsPay $10-15 for Rank 1 in USOption not available
    Review SitesWebsites Owned, Articles, ClicksCPC, CVR, Leads, Deals, RoASb2breviews, SEJ, SAAS AdvisorCustomize headlines and short descriptionsPay $10-15 for Rank 1 in USOption not available
    WebinarsWebsites Owned, Articles, ClicksRegistrations, Attendees, CPL, Deals, CPA, RoASMartech, Third door Media, WM America, Product School, CMP Team, Madison LogicTargeted Markets (Country based)

    For B2B companies, it is essential to have a great marketing agency at their disposal handling different strategies and several activities across multiple channels and campaigns. Not every agency can handle B2B digital marketing – I can say this as I have worked with a few and they didn’t have a clue as to how to optimize or even analyze B2B digital marketing performance. Thus, choose an agency which has worked with global SAAS enterprises and bring the experience and findings from there to analyze and optimize your digital campaigns.

    Mindless is one such agency where the digital marketing specialists have worked with multiple SAAS companies. They help B2B companies manage all aspects of digital marketing including paid media, SEO, LinkedIn, ABM, Affiliates and others. Specialists at Mindless have worked with 250+ clients including multiple global B2B corporations and scaled the online presence of several businesses while increasing their clientele, revenue and performance..

    If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

    You can also mail us on sales@mindless.digital for any queries.

    About the author:

    Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, doctors, politicians, SAAS companies, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

    You can visit his LinkedIn profile here.

    Found the article on B2B Digital Marketing interesting? Share it with your peers.

  • Digital Marketing for Doctors & Medical Practices in the US

    This world is full of patients who are in constant need of doctors and medical practitioners. Some patients get referred to their doctors by the current patients or their friends and family, some just others rush into the first clinic or hospital they find nearby. But most patients who require non-critical or non-urgent care do a thorough research before finalizing the visit to a doctor.

    This research about the doctors, their reputation and their specializations has become easier due to the internet. Today, we can easily search for a doctor by disease or specialization in our nearby areas and then read the reviews of their current and previous patients. Their ratings and reviews are the deciding factor in our search and finalization of which doctor to visit.

    While you can be a good medical practice or practitioner in your area, there is always a stiff competition. There are multiple doctors and hospitals in every nook and corner of the US. Thus, you have to create your own space and visibility. How do you do that?

    Why is Digital Marketing for Doctors and Medical Practices now a necessity?

    Digital marketing helps a medical practitioner or practice create awareness, build your own brand, reach out to patients searching about you, your competitors or about specific ailments and symptoms. This can be done by posting ads on Google Search and Display Ads, Facebook or Instagram. You also need to create authority by writing blogs and establishing your credibility on social media. While all this is to get new patients, you also need to constantly be in touch with your current patients. You need to remind them about their upcoming or routine appointments – this is made easy by digital marketing channels such as email, WhatsApp and SMS.

    Maintain online presence in terms of website to allow patients to book appointments online while SEO & blogs help you build authority and visibility for keywords related to the ailments, diseases and symptoms you treat. Finally, you need to work Google Business Profile by maintaining high ratings and generating good reviews – this will help with Local SEO and Maps results.

    On Ad platforms such as Google Ads and Meta Ads, there are some strict compliances that need to be followed when running ad campaigns. You will need expert help to adhere to the policies of these digital advertising platforms

    Most importantly, most of these digital marketing activities need to be confined in local areas usually within a 3-5 mile radius. Medical and healthcare industry is highly hyperlocal in terms of digital marketing and your agency partners need to be very careful about when and where to show your ads.

    Now let’s go through some further details on the digital marketing activities necessary for medical and healthcare professionals.

    Digital Marketing for Doctors, Medical Practices and Healthcare Industry in the US

    Digital Marketing Channels & Traffic Sources

    SourcesPlatforms IncludedImportanceRetargeting?
    Paid SearchGoogle Ads, Bing AdsHigh and specific intentYes
    Paid DisplayGoogle Display Network, Programmatic, Tabula, Criteo, Outbrain, and many moreLow cost per impression, multiple placement opportunitiesYes
    SEOGoogle and Bing Search EnginesHigh intent and low cost
    AI SEOGoogle, ChatGPTHigh intent, low cost and low competition
    Paid SocialMeta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost per impression, multiple placement opportunitiesYes
    Organic Social MediaMeta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost, build communities and following, WoM
    Social InfluencersMeta/Facebook/Instagram/Threads, YouTube, TiktokLow cost, WoM
    AffiliatesEmail Partners, SMS Partners, App PartnersPinpoint targeting based on demographics and firmographics
    Content SyndicationPublishers, Listicles, Review SitesMid level intent and low CPC
    Paid CommunitiesReddit, Quora, PinterestHigh interest, more ad content to engageYes
    Organic CommunitiesReddit, Quora, PinterestHigh interest, build communities and following
    MessagingWhatsApp, Email, SMSHighly targetedYes

    Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost. I always suggest medical practices use multiple channels and split their budget based on performance of each channel.

    While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency.

    On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

    We will now discuss the nuances of each of these digital marketing channels for the hotel industry in detail. We will also discuss the best digital marketing strategies and tips for each of these channels.

    I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ clients in the US, Canada and Mexico.

    Digital Marketing Channels for Medical & Healthcare Industry – Strategies and Tips

    PlatformsDimensionsMetricsAudiencesImportanceSet UpOptimization TipsBudgeting & BiddingTech IntegrationsGeo Targeting
    Google Search AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality ScoreAttach existing customer list for better targetingHigh intent audience targeted by KWs for diseases, ailments & symptoms
    Use Phrase match for best results    		Brand, Competitor, Generic campaign structure
    Skip Search Partners and Search on Display options    		Regularly exclude queries using Search Term report
    Use tRoAS bidding strategy    		Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on appointment engines
    Integrate GSC and GBP    		3-5 miles radius
    Bing AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality ScoreUse intent targetingUse Phrase match for best resultsBrand, Competitor, Generic campaign structure
    Skip Search Partners and Search on Display options    		Regularly exclude queries using Search Term report
    Use tRoAS bidding strategy    		Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on booking engines
    Integrate GSC and GBP    		3-5 miles radius
    GDNCampaign, Ad Group, Ads, Audiences, PublishersCPM, CPC, CTR, CPL/CPA, CVRUse Custom Intent, inmarket and Affinity AudiencesCheaper and wider outreachSplit ad sets based on audiences and creative themesRegularly exclude publishers with extremely high or low CTR or CPC or based on industryMinimal budget and low bidding compared to Search AdsUse GTM to place tags on booking engines3-5 miles radius
    ProgrammaticSkip these
    PMaxSkip these
    Google Search and SEOBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Google Business ProfileNAP, Categories, Service Area, Schedule, ReviewsRatings, Directions, Calls, Website VisitsThis is free traffic searching for you on Google Search and Google Maps. You can show your profile with images, booking/calling linksNAP – Name, Address, Phone Number
    Also fill up all the other fields available    		Maintain Rating of 4+Get good reviews regularly
    Post pictures regularly
    Bing SearchBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    ChatGPTBrand, Generic KWsImprs, CTR, Ranking, CVRHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Influencer PRCPM, Engagement Rate, Clicks, CPC, CPAReach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
    Meta AdsCampaign, Ad Set, Ads, CreativesCPM, CPC, CTR, CPL/CPA, CVRUse default option for travel audience at Ad Set level
    Use 2% lookalike audience or Advantage+ audience    		Separate campaigns to focus on indoor/outdoor/services/places to visit/eventsUse multiple creatives in a single adLow Budget and low biddingIntegrate Pixel and implement events via GTM3-5 miles radius
    FacebookFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about diseases, ailments, symptoms, cures and patient reviews
    InstagramFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    ThreadsFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    LinkedInSkip
    LinkedIn AdsSkip
    YouTubeFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    Youtube AdsSkip
    TiktokFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    Tiktok Ads
    SnapchatSkip
    Twitter(X)Skip
    Twitter(X) AdsSkip
    AggregatorsSkip
    QuoraList a free profile to answer specific questionsSome users may ask very specific questionsAnswer questions related to ailments and symptoms questions by other users
    Quora AdsSkip
    RedditList a free profile to answer specific questionsSome users may ask very specific questionsPost and discuss about latest treatments and advanced in medical science
    Reddit AdsSkip
    PinterestSkip
    WhatsAppDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationAlso, reach out with short write ups on medical issues focusing on the symptoms and treatments.CRM integration
    Email/ NewlettersDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationAlso, regularly share medical industry/treatments updates in weekly or fortnightly newslettersCRM integration
    SMSDelivered and Read RatesExisting PatientsUse this as a retargeting channel to reach and remind existing patients about upcoming tests and appointmentsIntegrate with your CRM for automationCRM integration
    AffiliatesSkip
    PublishersSkip
    ListiclesSkip
    Review SitesSkip

    For Doctors, it is more important to manage their practice and focus on the patients. Leave the trivial tasks of digital marketing and growth in footfall to us!

    Mindless helps you manage all your website, paid media, SEO and all other digital marketing channels by providing you specialist teams that stay updated on all industry requirements related to the medical industry. Specialists at Mindless have worked with 250+ clients and scaled the online presence of several businesses while increasing their clientele, revenue and footfall.

    If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

    You can also mail us on sales@mindless.digital for any queries.

    About the author:

    Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, doctors, politicians, SAAS companies, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

    You can visit his LinkedIn profile here.

    Found the article interesting? Share it with your peers.

  • Digital Marketing for US Hotels – Channels, Strategies and Tips

    Since the dawn of the internet, travel and tourism industry has been pioneering digital strategies to make it easier for users to book their travel plans without a hitch. Digital marketing advances in the hotel industry have been the main reason behind the high growth of this industry.

    Digital Marketing for Hotels, today, is a necessity. Maintaining online presence in terms of website and SEO, Google Business Profile for Local SEO and Maps, Ads in terms of outreach and visibility along with Aggregators for listings and competitive edge.

    While Aggregators can help you fill your hotel rooms quickly and up to the brim, they charge a hefty commission of up to 25% that can literally run you dry. Thus, it is necessary to break out of their clutches and build your own presence on the internet.

    While the quickest way to do that is by posting ads on Google and Meta (Facebook and Instagram), it may turn out to be costly in the long term. Thus, for long term growth, SEO is the best bet. You should also regularly use influencer PR to grow your social media presence and also improve your SEO by improving the awareness of your hotel.

    There are several digital marketing sources and channels which you can use to reach customers. These traffic sources can be broadly divided into:

    Digital Marketing Channels and Traffic Sources for Hotel Industry

    SourcesPlatforms IncludedImportanceRetargeting?
    Paid SearchGoogle Ads, Bing AdsHigh and specific intentYes
    Paid DisplayGoogle Display Network, Programmatic, Tabula, Criteo, Outbrain, and many moreLow cost per impression, multiple placement opportunitiesYes
    SEOGoogle and Bing Search EnginesHigh intent and low cost
    AI SEOGoogle, ChatGPTHigh intent, low cost and low competition
    Paid SocialMeta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost per impression, multiple placement opportunitiesYes
    Organic Social MediaMeta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChatLow cost, build communities and following, WoM
    Social InfluencersMeta/Facebook/Instagram/Threads, YouTube, TiktokLow cost, WoM
    AffiliatesEmail Partners, SMS Partners, App PartnersPin point targeting based on demographics and firmographics
    Content SyndicationPublishers, Listicles, Review SitesMid level intent and low CPC
    Paid CommunitiesReddit, Quora, PinterestHigh interest, more ad content to engageYes
    Organic CommunitiesReddit, Quora, PinterestHigh interest, build communities and following
    MessagingWhatsApp, Email, SMSHighly targetedYes

    Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost.

    I always suggest our hotel clients to use multiple channels and split their budget based on performance of each channel.

    While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency.

    On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

    We will now discuss the nuances of each of these digital marketing channels for the hotel industry in detail. We will also discuss the best digital marketing strategies and tips for each of these channels.

    I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ hotels in the US, Canada and Mexico. These channels are either irrelevant for this industry, or are costly and provide low performance.

    Digital Marketing Channels for Hotel Industry – Strategies and Tips

    PlatformsDimensionsMetricsAudiencesImportanceSet UpOptimization TipsBudgeting & BiddingTech IntegrationsGeo Targeting
    Google Search AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score, RPBAttach existing customer list for better targetingHigh intent audience for better CVR
    Use Phrase match for best results    		Brand, Competitor, Generic campaign structure
    Skip Search Partners and Search on Display options    		Regularly exclude queries using Search Term report
    Use tRoAS bidding strategy    		Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on booking engines
    Integrate GSC and GBP    		200 mile radius and feeder cities from GA4 data
    Bing AdsCampaign, Ad Group, Ads, KeywordsCPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score, RPBUse intent targetingUse Phrase match for best resultsBrand, Competitor, Generic campaign structure
    Skip Search Partners and Search on Display options    		Regularly exclude queries using Search Term report
    Use tRoAS bidding strategy    		Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaignsUse GTM to place tags on booking engines
    Integrate GSC and GBP    		200 mile radius and feeder cities from GA4 data
    GDNCampaign, Ad Group, Ads, Audiences, PublishersCPM, CPC, CTR, CPL/CPA, CVR, RoAS, RPBUse Custom Intent,inmarket and Affinity AudiencesCheaper and wider outreachSplit ad sets based on audiences and creative themesRegularly exclude publishers with extremely high or low CTR or CPC or based on industryMinimal budget and low bidding compared to Search AdsUse GTM to place tags on booking engines200 mile radius and feeder cities from GA4 data
    ProgrammaticSkip these
    PMaxSkip these
    Google SearchBrand, Generic KWsImprs, CTR, Ranking, CVR, RPBHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Google Business ProfileNAP, Categories, Service Area, Schedule, ReviewsRatings, Directions, Calls, Website VisitsThis is free traffic searching for you on Google Search and Google Maps. You can show your profile with images, booking/calling linksNAP – Name, Address, Phone Number
    Also fill up all the other fields available    		Maintain Rating of 4+
    Get good reviews regularly
    Post pictures regularly
    Bing SearchBrand, Generic KWsImprs, CTR, Ranking, CVR, RPBHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    ChatGPTBrand, Generic KWsImprs, CTR, Ranking, CVR, RPBHigh Intent free traffic and customersUse Entity Search and SchemaGA4, GSC and GBP Integration
    Influencer PRCPM, Engagement Rate, Clicks, CPC, CPA, ROASReach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
    Meta AdsCampaign, Ad Set, Ads, CreativesCPM, CPC, CTR, CPL/CPA, CVR, RoAS, RPBUse default option for travel audience at Ad Set level
    Use 2% lookalike audience or Advantage+ audience    		Separate campaigns to focus on indoor/outdoor/services/places to visit/eventsUse multiple creatives in a single adLow Budget and low bddingIntegrate Pixel and implement events via GTM200 mile radius and feeder cities from GA4 data
    FacebookFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    InstagramFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    ThreadsFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    LinkedInSkip
    LinkedIn AdsSkip
    YouTubeFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    Youtube AdsSkip
    TiktokFollowers, Likes, Engagement RateOrganic engagement and outreachAdd all links into your profileRegularly post about events, discounts and how to travel
    Tiktok Ads
    SnapchatSkip
    Twitter(X)Skip
    Twitter(X) AdsSkip
    AggregatorsList on all major aggregatorsListing Fee, Commission, cancellation refundsMMT, Expedia, Booking.com, Goibibo, Kayak, Trivago, Agoda, Priceline and more
    QuoraList a free profile to answer specific questionsSome users may ask very specific questionsAnswer questions related to travel and tourism in the city
    Quora AdsSkip
    RedditSkip
    Reddit AdsSkip
    PinterestSkip
    WhatsAppSkip
    EmailSkip
    SMSSkip
    AffiliatesSkip
    PublishersSkip
    ListiclesSkip
    Review SitesSkip

    I know that setting up so many channels is not a child’s play. This requires multiple resources as well as expertise. Thus, I highly suggest hotel owners and managers to approach specialist agencies to manage their digital marketing. 

    Mindless helps you manage all your website, paid media,SEO and all other digital marketing channels by providing you specialist teams that stay updated on all industry requirements related to the hotel industry. Specialists at Mindless have worked with 250+ clients in this industry and scaled the online presence of several brands including top chains such as Hyatt, Windhyam, Hilton,  and more.

    If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

    You can also mail us on sales@mindless.digital for any queries.

    To find out more about digital marketing trends and ideas for the hotel industry read our blog here.

    About the author:

    Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

    You can visit his LinkedIn profile here.

    Found the article interesting? Share it with your peers.

  • Top 40 Google SEO Ranking Factors – Rank on Top of Google Search Results

    While Google’s SEO algorithm is highly dynamic with over 200 SEO Ranking Factors impacting your website’s visibility in Google Results, there are 40 SEO Ranking Factors which are more important than all others.

    To rank your website on top of Google’s results, you need to be careful while managing these 45 factors on your website. These SEO ranking factors can be sub classified into On Page or Off Page

    Top 40 Google SEO Ranking Factors

    On a higher level, these factors can be divided into four categories

    1. On Page Technical
    2. On Page Non-Technical
    3. Off Page
    4. Off Page Local

    Let’s list them down.

    On Page Technical SEO Ranking Factors

    1. Website Speed
      • Website Speed is one of the most critical factors in technical SEO, especially the speed for your website on mobile devices. Always ensure that the top fold of your website loads within 1.5 seconds on desktop and 2.5 seconds on mobile.
    2. Core Web Vitals
      • Core web vitals are divided into three parts: LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift) and INP (Integration to Next Paint). These essentially define both the speed and structure of your website. How the content loads based on the coding and requests along with how quickly your website responds to user interactions.
    3. TTFB (Time to First Byte)
      • TTFB is basically your server’s response time. Keep till below 600 ms and try to bring it down to 200 ms. This can be done by using faster servers, better hosting, CDN and most importantly by reducing the number of requests needed by your website to load above the fold content.
    4. URL Structure
      • Well defined url structure makes it easy for Google as well as the users to understand your website. Thus, improving user experience.
    5. Schema or Structured Data
      • Schema helps Google and other Search Engines to understand your website content, especially the objective part of it. This is one of the most important factors and helps build the authority of your content in Google’s Ranking. This is not visible to the user.
    6. Robots.txt
      • Well, if you want Google to rank your website, you have to allow crawling and indexing. However you want to block unnecessary pages or duplicate/canonical pages from both the user and the search engines.
    7. HTTPS or SSL
      • Users don’t want to visit websites which can be harmful to them or may fraud them. Thus, always use HTTPS and SSL
    8. Server Responses or Errors
      • Use proper server responses so that Google can understand the state of each page on your website.
    9. Forwarding or Cloaking
      • Google hates forwarding and cloaking. Avoid the same as much as possible.
      • Forwarding is however allowed at server level as it does not impact user experience much
    10. Sitemap
      • This allows search engines to find all the pages on your website and link them intuitively. 
    11. Canonicals
      • Who wants to read duplicate content? No One!
    12. Google Site Verification
      • Another tool used by Google to ensure who owns the website and how interested you are in analyzing your website. Thus, making GSC an important factor.

    On Page Non-Technical SEO Ranking Factors

    1. Content Quality and Length
      • Content is King. It’s the most important SEO Ranking Factor. Structure your content in a readable manner, use lists and make it decently lengthy.
      • Use as little of AI as possible. While it may make it easy to scale content and initially gain ranking, the long term consequences are not that good.
    2. Keyword Density
      • Target 4-5 keywords or key phrases for one web page
      • Use each of these at least 2-3 times per 100 to 150 words.
      • Keyword density allows search engines to find out what the page is actually talking about.
    3. Entity SEO
      • In simple words, it makes your content or topic unique.
      • An example here would be Hotel Mindless – A 5-star pet friendly hotel in Hell’s Kitchen New York with ample parking space.
      • As you can see, this tells the search engines about Hotel Mindless while also making it unique by adding identification 5-star, Hell’s Kitchen and New York; and features such as pet friendly and parking space
    4. Meta Title and Description
      • Always provide these two as they have immense impact on SEO
      • Always include your top KW in both Meta Title and Meta Description
      • Make it unique and always ads a CTA
    5. Header Tags
      • These define the structure of your content
      • Try and use tags H1 to H3 in all you content and sometimes go beyond till H6
      • H1 should always contain the main KWs while H2 and H3 should contain secondary keywords
      • Always use them in proper order
    6. Image Alt Tags
      • These define the images on your website
      • Always use unique Alt Tags for each image and include the placement of the image in the tag
    7. Internal Linking
      • Good content should guide the user as well as the search engine to more good content on your website
      • These also help Google understand the linkages between various webpages and content on your website
    8. Website Age and Authority
      • To anyone who says that website age does not matter – I did an experiment by adding a few blogs to a newly bought domain and they dint get any traction. Then, I added the exact same blogs to an older domain I own and got good results. Both sites used the same hosting, same wordpress theme, same optimizations, speed etc.
    9. EEAT
      • Focus on Authority and Expertise in these two by providing the details of the experts and linking their profiles from LinkedIn or other sources.
      • Always add a bit of context about the authors to make their content more trustworthy.
    10. Readability
      • Too small or too large text, or low contrast make your website content unreadable. This is poor user experience and should be avoided as much as possible.
    11. Dwell Time
      • How much time users spend on your website is a direct indicator to Google about the quality of content on your website. So make your content interesting and engaging. Give trailers and teasers, ask questions or tell them that there are bonus tips at the end.
    12. CTR
      • This is extremely rank and industry driven, thus, you can’t really define it as high or low. Just compare it to your previous rank and CTR while always trying to improve.
    13. Pages Visited
      • How many pages do the visitors of your website go through? Google finds this to be an indicator of great content which is being liked by users. Internal linking is extremely useful to improve this metric.
    14. Bounce Rate
      • Again, great content will make people read more and reduce bounce rate.

    Off Page SEO Ranking Factors

    1. Anchor Text
      • This is usually considered as a link back from a specific text on some other website to your website. The text in the link back is a strong indicator of the content on your webpage.
    2. Back Links or Referrals
      • These are similar to the above but are direct linkages to your website from articles such as listicles or reviews of your products or services on other websites.
    3. Social Presence
      • Maintain your social presence on all major social platforms including Facebook, Instagram, LinkedIn, X (formerly Twitter), YouTube, Quora, Pinterest and more.
      • This allows Google to build knowledge graph around your business or brand while also authenticating relevant details.
    4. Forums
      • People mention websites, brands and products on multiple forum websites such as Reddit, Quora, Github and more. Engage with your audience to generate more traffic to your website and please Google to improve your SEO rank.
    5. Product Reviews
      • Same as above, just a bit more specific about products being sold by a brand.
    6. PR and Influencer Marketing
      • Create chatter about your brand, get more backlinks, referral traffic. All this will indicate to Google about your being serious about your business and making efforts to expand it. Over time, Google will return your efforts with better ranking and more traffic.
    7. Google Ads Marketing
      • While Google says that this is DEFINITELY NOT a ranking factor but time and again I have noticed a very strong correlation between Google Ads Spend and Google SEO rankings. Thus, try and spend some bucks on Google Ads.
      • As a secondary benefit, it creates awareness and more people start searching for your brand on Google, thus improving authority and ranking.

    Off Page Local SEO Factors

    1. Ratings
      • For local businesses, your Google Rating can be a make or break factor for your business.
      • Try and keep your ratings above 4.5 and Google will reward you handsomely in local SEO rankings
    2. Reviews
      • Generate regular reviews and those too good ones of 4 or 5 stars. The more detailed reviews that people provide, the more information Google gets about your business which improves your ranking on local and maps.
    3. Response Time
      • Always respond to reviews on Google Business Profile.
      • Try and respond within 24 hours to show Google that your business is highly active in serving clients
    4. Listings and Directories
      • Google picks up and authenticates your business information from multiple other listings and directories.
      • Ensure that your business information is the same and updated on all listings including Apple Maps, Bing Places and others.
    5. Knowledge Graph
      • You don’t have direct control over this but keeping your listings updated and ensuring you follow Entity SEO and generate citations on Wikipedia etc will help Google curate a beautiful knowledge graph about your business or brand.
    6. Citations
      • There are many crowd sourced or open source websites that provide information to the world, Wikipedia being an example. Create citations on such websites and improve Google SEO rank.
    7. Social Presence
      • Again, keep your social media presence intact across all major social channels
      • Post regularly and engage with users.
      • Increase your brand mentions and incoming traffic from social media websites. This will impact your SEO positively.

    With this we cover the top 40 most important Google SEO Ranking Factors. If a business takes care of these, then Google takes care of that business. That’s how you rank on top of Google Search Results

    Maintaining so many SEO factors by creating highly engaging content and also implementing the best technical improvements to your website is a task for more than a team. You need experts from various backgrounds including developers, content writers, graphics designers, SEO experts and data analysts managed by project managers. While large businesses build their teams in-house, the same is not possible for medium or small businesses. 

    Mindless helps you manage all your website and SEO needs by providing you expert resources who stay updated on all industry requirements related to SEO, have worked in multiple industries and scaled the online presence of several brands.

    If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

    You can also mail us on sales@mindless.digital for any queries.

    About the author:

    Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

    You can visit his LinkedIn profile here.

    Found the article interesting? Share it with your peers.

  • Digital Marketing for Restaurant Industry

    Digital marketing is the key to a restaurant’s success. Your restaurant needs to be prominent on SEO, Google Search, Maps, Google Ads, Social Media as well as on Open Table, ChowNow etc.

    Implementation of technology and digital marketing is becoming increasingly important in the restaurant industry. This industry is unique in its own way. It has limitations to the geographical area that it can serve making it hyper local, it is time bound with 2 peaks of traffic and orders every day, for delivery and take out, quick service is a major factor for customer satisfaction, and finally, it is highly operations and logistics dependent.

    Over the past few years, the restaurant industry has gone through an overhaul and major changes in how customers reach the restaurants and how they are serviced. Multiple aggregators platforms and logistics providers have mushroomed in the market. The likes of Zomato, ChowNow, GrubHub, Swiggy have become the newest channels for end businesses – the actual restaurants, thus making the identities or brand of the restaurants less significant.

    On the other hand, even dining experience has changed with players like OpenTable, Resy and more coming into the picture and allowing for transition from phone call/offline model to online pre-booking of dining facilities in top restaurants.

    All these changes point to the same thing – the movement towards digitalization of the industry.

    The restaurateurs themselves now need to keep up with the trends and build their digital presence. They also need to ensure that they do not give hefty commissions to these aggregators for their loyal customers. Thus, they need a means to help their loyal and repeat customers order directly from business/restaurant owned platforms.

    Here comes to the rescue the digital presence of these restaurants – Branded website, App or PWA.

    To support the website or app, the restaurant needs to authenticate their physical presence by being present on GMB listings and other directories clubbed with social media presence on Facebook, Instagram and more.

    Part of a restaurant’s digital presence is also to be present on the aggregator platforms as it gives a chance to bring more revenue for the restaurants while they build their own identity and brand in the market.

    So what are the key digital marketing strategies for a restaurant to build its identity and presence?

    • Restaurants serve local markets usually up to 5 kms from their physical location – so hyperlocal SEO is of extreme importance.
    • They need to fight the competition from aggregators – thus website with integrated menu for ordering, discount offers, logistics services and CRM integration is required
    • Social Media presence, requesting customers to check-in to social media, tag the restaurant and also incentivizing reviews
    • Local food influencer collaborations to reach more people interested in food

    In short, a restaurant is a local business that needs hyperlocal digital presence and marketing strategy.

    Let’s drill down a bit deeper into how we can improve Local SEO on different digital channels:

    1. Local SEO for Restaurants
      • Local (location) KWs, “near me” and “near by” keywords in the website content
      • Local Information in Meta tags and Schema along with service area details – neighborhoods, suburbs, zipcodes, and city
      • Google My Business listing, Apple Maps, Bing Listing and other directory listings
      • Maps API integration on website
      • Aggregator listings
    1. Social Media for Restaurants
      • Local hashtags
      • Local content
      • Local checkins and tags
      • Local collaborations
    1. Google Ads and Social Media Ads for Restaurants
      • Local Ads on Google Search linked to GMB listings
      • Google Search – generic cuisines based keyword targeting and competitor targeting
      • Geo targeting on platforms may be restricted to 5 kms with bid adjustments at various radius or neighborhood levels
      • Limited time offers
    1. Customer Cycles
      • Our research shows that there are ordering cycles for cohorts of customers which range between 1 and 3 weeks
      • Rewarding loyalty – your every fifth meal is on us or incremental discounts on multiple orders

    Beyond these simple strategies, the main factor behind the growth or brand building for any restaurant is the taste of food and customer services. Make sure that you have great ambience, pleasing service and quick delivery. Consistency in the taste of food is extremely important for customers to become repeat clients.

    While marketing can get you awareness, your service and food quality will be the deciding factors in scaling your restaurant’s business. So, a restaurant owner should focus on the food and leave everything else to experts.

    Mindless has expertise in building digital and local presence of businesses. Our team has worked with over 350 restaurant clients and built their online business, scaling some of them by 500% in one year. We provide beautiful and efficient websites for online ordering, takeout and reservations. We take care of their social media presence of our restaurant clients and also create their hyperlocal awareness using advertisement channels.

    Want to grow your online sales? Feel free to reach us on sales@mindless.digital for all the digital requirements of your business.

  • How to Optimize SEO to Rank on Top of Google Search

    Search Engine Optimization – Factors and components of your website that can help you rank on top in search results for targeted keywords on search engines such as Google and Bing.

    SEO is a meticulous process of:

    1. Placing various technical components on your website which are factors in Google’s Search Results Algorithm or other search engine’s algos.
    2. Setting up off page SEO components to build authority and bring relevant users and traffic to your website

    What are the benefits of great SEO optimization?

    • Awareness and Reach without ad spend or cost
    • Organic (Unpaid) traffic and users
    • Capture “Brand” keywords traffic at no cost
    • Optimize for multiple keywords and products
    • Build authority & identity nearby physical location of your business

    The important question is: How to begin with SEO optimization of your website?

    SEO optimization begins by understanding the goals of your business. The most important factor to be kept in mind is what are your customers or users looking for? If your webpage is selling hair oil then your customers are looking for hair oil, hair fall remedies, hair loss, hair shampoo, dandruff or may be baldness. These are the key focus phrases for your business and thus your SEO. In short, your SEO starts with content & keywords related to your business and therefore, your website or page.

    Now from here on we move towards the technical side of SEO and will discuss the reasons and thought process of your website visitors and thus probable customers.

    • Speed of the website – People don’t like to wait, thus the loading time of your website has to be lightening fast
    • User Experience (UI/UX) – The experience of users when they surf through your website. The ease of finding what they are looking for and the flow or how your website guides them through the buying process or completing a goal on your website helps in building user engagement and building your business. Thus, this is another tech factor for your website.
    • No disruption – People don’t like disruptions. They want the buying process to be smooth. So do not put any intrusive pop ups unless extremely necessary.
    • Authenticity, Transparency & Knowledge Imparted (part of content) – People like to know more about what they are searching for and what they are buying. Provide them with all relevant info to help them make faster and better decisions

    Based on the above, we have the following components of a website’s technical or on-page SEO:

    1Meta Data, OG Tags & HreflangMeta Title, Meta Description, Location, Language and all other meta tags
    2Schema/Structured DataOrganization, Category, product level schema
    3Page Speed – Mobile focusedHosting, ping response, size, images, FCP, TTI, DOM Load, CSS, Java Rendering, HTTP2 etc
    4On-page content, Keywords & CannibalizationThe keywords relevant to your business and are searched by the users of your website
    5Core Web VitalsReal time stats of page speed
    6url Structurehow urls are built
    7Sitemapuploading site map in html and xml formats to search engines
    8UI/UX & ResponsivenessContrast, readability, button sizes, transitions and more. Material design & RAIL model
    930x, 40x & 50x errorspage availability, canonicals, content caching, multiple hosting
    10Pop Ups & Forwardingnot to have disruptive popups, no automated forwarding of the page
    11Crawl Quota & Indexingall pages should be indexed and keep checking for availability of crawl quota
    12GA Stats – CTR, Dwell Time, Bounce Rate, Pages Visited etcCTR shows content relevance to search query, Dwell time & bounce rate show content quality
    13CanonicalsContent duplication should be marked for search engines
    14Authority of AuthorsEAT – Expertise, Authoritativeness & Trustworthiness
    15API Requestslimited API request result in faster page load times
    16Link StructureInternal link structure of a website. All pages should be reachable in max 4 clicks
    17Cloakingdo not hide content in html or same color as background
    18SSL, Encryption, Search Console Verification, Facebook Domain Verification and https SecurityVerifying ownership & security of domain across all search engines and social networks
    19ReportsGTMetrix, Page Speed Insights, Lighthouse Report
    20AccessibilityRobots.txt and indexing tags

    After setting up and measuring the on-page SEO components of your website, we now move towards off-page components. Off-page SEO is any SEO optimization done outside of your website or webpage. These factors focus on authenticity and identity of your business. They help your business to be present where your users might be searching for you, related keywords or finding knowledge related to your website’s targeted keywords.

    These factors are part of Google’s algorithm that focuses on finding more information about your business to find the authenticity of your business. It also includes components which include listening to the real users and customers by including factors such as Rating and Reviews about the business on Google or other aggregator websites and directories.

    Now we list down the components of off-page SEO. Make sure that you have all these components covered for your business while you path your way to the top of Google’s search results.

    1ListingsGMB, Google Maps Tag, Apple Maps, Bing Listing
    2CitationsSocial Pages, Links and Citations to website
    3Directories & AggregatorsListing in industry or business directories/aggregator websites helps with authority
    4BacklinksQuality backlinks from other websites to your website
    5BlogsBlogs for content, being up to date and refined targeting
    6ReferralsBacklinks via referral sites or directories etc
    7ForumsQuora, Reddit etc – targeting content on these forums to bring traffic to website
    8Social BookmarkingPeople saving your webpages as bookmarks shows content authority
    9Reviews & RatingsTrustworthiness of your business
    10PR & Influencer MarketingHelps bring more traffic to site thus impacting SEO progressively

    Finally, there is a small part of off-page SEO which deals with the hyperlocal component of a business. If your business is a local establishment such as a hotel, restaurant, saloon, or you are a professional such as lawyer, plumber etc, then you should surely cover all hyperlocal components of your business.

    We have all these factors listed for you below:

    1GMB & Listingposting, listing, services, areas and more
    2Local MetatagsServices, Areas, Postcodes, coordinates etc in meta tags & Schema
    3Citations & Social Pagessame as SEO
    4FAQs, Reviews & Knowledge GraphSame as SEO
    5Directories & AggregatorsYelp, TripAdvisor etc
    6Maps & APIsSame as SEO
    7Geofencing & CB MessagesNot in use anymore

    Waiting for your business to rank on top of Google Search Results? Get help from experts

    Mindless (www.mindless.in) is a digital martech agency that helps businesses with their technology & marketing requirements. With our comprehensive checklists and detailed processes, we are able to quickly and flawlessly integrate technologies for optimizing resource requirements and automating recursive processes, thus improving efficiency and turn around times.

    Seamlessly implement these bulletproof digital SEO strategies at low cost with Mindless.

    Our team members have worked with over 100 hotels & 350 restaurant clients to build their online business, scaling some of them by 500% in one year. We provide beautiful and efficient SEO optimized websites for more organic exposure and revenue. We take care of their social media presence of our hotel clients and also create their awareness using advertisement channels.

    Feel free to reach us on marketing@mindless.digital for all the digital requirements of your business.