Google’s John Mueller said on Twitter that it is ideal to implement your structured data on the page itself and not use Google Tag Manager to execute your structured data. He said the reason is that it makes it “straight-forward & usually easier to monitor/maintain.”

John added that utilizing Google Tag Manager is “great for trying SD out & fine-tuning it, but on the page, SD is much more straight-forward & usually easier to monitor/maintain.”





Source: Twitter


The digital world has turned more competitive since the beginning of the millennium. New advancements, novel ideas, and innovative concepts have been making it more aggressive than ever. To remain in the limelight, and catch the attention of the potential client, may appear as if a herculean task nowadays. Constant monitoring and timely tweaks are crucial to keep you on top of the game. 

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If you are into SEO, focussing on the long-tail keywords is one of the thoughtful options you should rely upon as a perfect SEO tactic. Long-tail keywords have comparatively lesser competition and are generally easy to rank for. In this article, let us understand the basics about Long-tail keywords and why do we need to target long-tail keywords.

What are the Long-tail keywords? 

Long-tail keywords refer to the longer and more specific keywords people use as queries on the search engines. These are actually what your visitors are most likely to use. 

One of the advantages of these long-tail keywords lies in the fact that they have a very low search volume and can be one of the best options to rank your content. 

Normal keyword tends to be one word or two. But, long-tail keywords have more than a few words. The key is to make use of the long-tail keywords with low competition and low search volume, but high CPC. 

Why focus on Long-tail keywords?

The reason should be obvious. Using long-tail keywords helps you compete with a fewer number of websites as opposed to the one or two-word keywords that can make you compete with a huge number of sites for a single keyword. Ideally, focussing on a larger group of long-tail keywords can help you get significant traffic to your site. 

When you compare it with your competitors, you will more defined audience who is specifically looking for your product or service. Even when the traffic to your site may be less. However, you can be assured of high-quality visitors with high chances of conversion.

Why are Long-tail Keywords important for SEO efforts?

Well, we have studied how long-tail keywords can bring more traffic to your site and help in conversion. They play a very major role in an SEO plan. The fact that more than 70 per cent of the web traffic comprises of the long-tail keywords in itself should stand proof of how effective the strategy can be. 

Facts mentioned below should help you understand why long-tail keywords are important in your SEO Strategy – 

  • They help you outrank your competitors – The trick to outrank your competitors is to find high volume low competition keywords. Keyword difficulty or keyword competition is also referred to as SD in some discussions on SEO. Such keywords will get you access to the best traffic. 
  • They can help you create the right context for your content – Google loves long-tail keywords. If you have the long-tail keywords in your content, you can have a better chance in achieving positive results in ranking your site. Hummingbird update from Google is based on the exact phrasing of your content. 
  • Long-tail keywords provide better conversion – The average conversion rate of a long-tail keyword is around 30 to 36 per cent. It doesn’t mean you will get increased conversion within a single day. But the statistics should give you a fair idea.
  • They are about how people search on the internet – People have been searching specifically for precise information. The long-tail keywords can be a vital part of the mobile site optimization. 
  • They prove to be the best options within structured data to outrank SERP – Structured data is a great means of SERP. Using long-tail keywords inside your structured data can prove to be a good option. 
  • Long-tail keywords can help you answer voice searches – The fact that people have been using voice searches makes it important to use the long-tail keywords. 
  • They provide more value to the reader – Long-tail keywords also offer your readers more value. They can help you gain more organic traffic

How to start targeting long-tail keywords?

Targeting the right long-tail keywords assumes much importance and a huge exercise in itself. The prime aspect would be to begin researching for your keyword. 

Before you can find the right keywords you want to rank for, we assume that you have a clear strategy designed for your SEO campaign and have created a website that meets those needs. To perform capable keyword research, you need an efficient keyword research tool. We would recommend using tools such as MOZ, SEMRush or Ahrefs. If you haven’t used a keyword research tool before, you can make use of a tutorial to familiarise yourself with it. 

  • Pick the keywords relatable to your website. 
  • Look for things such as traffic and search volume. 
  • Create a list of the keywords. 
  • Create awesome content around those keywords that you have enlisted. 

What are the Benefits of targeting Long-tail keywords?

Like we already are aware of, long-tail keywords are longer and offer more specific information of the keyword you are targeting. In essence, they can be extremely easy to rank for when you compare them to the common keywords. 

A few benefits of using long-tail keywords can be 

  • They reduce competition. 
  • They can bring in a substantial degree of traffic. 
  • You can use them for targeted traffic. 
  • They can be good for highly competitive sites. 
  • Easy and simple to optimise for. 

What are the results you can expect from long-tail keywords? 

Didn’t we state that 70 per cent of the web searches come from long-tail keywords? That is the prime beneficial result you stand to gain with the use of the right long-tail keywords. Besides, you can even expect the conversion rate to increase by at least 30 to 36 per cent with long-tail keywords. 

Other results you can expect can include 

  • It can be a great option for outranking competing websites. 
  • You can provide valuable content for your readers. 
  • You can easily optimise your content for voice searches. 
  • You will be able to serve exactly what your visitors are searching for. 

The Bottom Line 

Are you looking to create quality content? Want to create a truly wonderful and effective marketing plan? Long-tail keywords should be what you should look for. The tips and information shared here should ideally help you pick the best options for your keyword research.

The facets of SEO keep changing consistently, and one of the prime changes observed over the past few years is Zero Click searches. Search engines are trying to make the search process more user friendly, and this has created a huge impediment for the website owners. In this article, let what Google zero-click searches are and why are they important. 

What are Zero Click searches? 

By definition, a zero-click search is a search result that appears at the tops, perhaps as a snippet. It lets the user find an answer without having to perform further clicks. 

A zero-click search satisfies the query by the user and keeps the user on the search engine’s page instead of moving them to third party sites. They have become quite popular for people looking for direct information instantly without having to browse through multiple results or go through blurbs of text.

You might have noticed that when you search for some information on Google, the very first result displays the answer to your query without any need to click further. It is also called Featured Snippet, and it has improved user experience to a greater extent.

While they are extremely user friendly and pride for the website owners to feature in a Snippet, it can affect your commercial prospects as a business or blog owner.

How to be visible in zero-click searches?

Appearing in a featured snippet may be quite difficult, especially with hundreds of thousands of websites competing for the position. How can you improve your odds of appearing in a zero-click search result? 

A few tips here can be helpful – 

  • Ensure an optimised content – Your content may be great. Still, unless it is optimized for SEO, it won’t rank or be visible in zero search result. A few optimization techniques include using proper headings and tags, using the right keywords, and make sure that the information is relevant to the query.
  • Answer questions – Make sure the content on your website is configured to answer common questions. You can think of questions from a users perspective (related to the topic or keywords) and then create content around it in an answer form.  
  • Prepare high-quality content – Well researched and high-quality content is more likely to get zero-click searches. The search engine should find the content to be relevant to the user queries- content which answers the users questions to the point.
  • Add FAQ section – Ideally, zero-click searches are centred around questions. This makes it obvious to include FAQ page on your site. Using FAQ schema can be a great option, but make sure your content itself answers the questions when using FAQ schema. 
  • Use stats and numbers – Yet another technique that helps feature is zero-click searches is to use facts and numbers in your content. Graphs, charts, and factual info have a better possibility of featuring in zero-click searches. 

How zero-click searches affect users?

Ever since the Featured Snippets or Zero click searches were introduced in 2013, more and more users have begun believing that these search results satisfy their queries. As per a recent HubSpot survey, it was shown that more than 45 percent of the respondents considered the Zero click searches to be more accurate. 

Some of the advantages offered by the Zero click searches to users include-

  • Gives direct answers to the users queries without having to read blocks of text or browse multiple sites.
  • Reduces the time spent by the user to find an answer to their queries.

What are the different types of Featured Snippets?

Featured Snippets come primarily in three variants.

  • Paragraph – One of the most common forms of featured snippets. The paragraph feature snippet provides the answer to the query in a box with or without images.
  • List – The list type of featured snippet appears when the search engine displays the results in the form of a numbered or bulleted list 
  • Table – In this type of featured snippet, the results would be displayed in the form of a table. 

Other less prominent featured snippet types can include YouTube featured snippet, that shows a YouTube clip in response to a search query, or Carousel snippet where Google shows the related keywords.

How zero-click searches affect SEO?

If you have been using Google search (most of us do) these days, you would have noticed that more than 50 percent of the searches have a zero-click search result. 

While this can be useful for the users, a zero-click search makes the website owners lose traffic due to no clicks. Even the sites such a Wikipedia have lost a considerable amount of traffic since the launch of Featured Snippets. 

However, there is a silver lining here. You can steal the information from the Featured Snippet to get better traffic. It has been observed that while around 8 to 10 percent of the clicks go to the featured snippet, approximately 20 percent clicks go to the first natural result below the snippet. Featured snippets can also help improve the familiarity and visibility of your site. 

How to optimize for Google zero-click search results?

One of the prime factors that can help you get a place in featured snippets would be to use the right type of keywords. Long-tail keywords have been known to be a better option to get featured snippets. 

Picking keywords which are more than four words in length and optimizing the content around those keywords can assure you a place in a featured snippet. 

Some tips to optimize for a better position in the featured snippets are:

  • Use questions and keywords in a subheading inside your content – Make sure that you are directly matching the keyword that you want to answer. 
  • Keep your answer to the point – Let your featured snippet be as simple as possible so that Google will find it easy to pick. 
  • Use Schema mark-up – Schema mark-up has been one of the practical solutions to win featured snippets. 

The best way is to follow up the long tail keyword with a precise answer to the question within 60 words. Keeping your answer as factual as possible can help you feature in the zero-click searches. 

Important factors about Zero click Searches

As we have seen above, Zero click searches dominate almost half of the total search results. These quick search results can reduce your clicks, but can be used to improve the authenticity and familiarity of your site considerably. 

However, it comes with some disadvantages like reduction in traffic and visits from search engines- which we cannot control.

It is recommended to optimize your website content for featured snippets for gaining some of the benefits offered by the zero-click searches.

Visual results have grown in importance like never before and it is not going to cease growing anytime soon. Google has started focusing on mobile searches for some time now and this adds to the importance of visibility. Few search results come without an image displayed along with the meta description.

Here is everything you want to know about how to build organic visibility using images.


The Visual Advantage

It is obvious that people are more drawn to content with an image than plain text. Adding image certainly contributes to clickability but the quality of the image matters too as they have a significant influence on click-through rates. Use relevant and catchy images. Anything that is missing the aforementioned factors is of no use.

A visual search snippet can make a lot of difference in Google search as it improves search visibility. Make sure to include a unique image and specify the thumbnail on each page. As important as is to ensure that the image is clear and related so is image SEO. Your SEO strategy is never complete without image SEO.


Wise usage of the image in promotions

Images give a clear idea about your content to the audience. When a user clicks on the Google search result that displays the thumbnail image, he/she has every intention of taking an action on your page. You can use the same image in your retargeting campaigns as familiar images strike a chord with the audience easily. 


Feature your images

Featured snippets can work wonders is utilized the right way. Many featured snippets comprise images making them catchy. However, if your image lacks clarity or isn’t optimized, Google usually selects another fitting image from an entirely different website. This is unfortunate as it steals clicks and creates a wrong brand impression as the user who clicks on the image will end up on a different site while he was expecting the text-based answers (from your website) that came up on the SERP. You must recognize the opportunities for featured snippet images and there are plenty of tools that help you do that by checking if the image aligns with the text.


Realize the Importance

People accessing the internet from their phones have increased to unforeseen levels. Google’s mobile SERPs have started loving images and visuals more than ever. The right visual strategy can be highly beneficial.

Use only clear and relevant images on your websites. Branding should be outright visible and pleasing. Maintain consistency in the use of images and retargeting. Keep an eye on the featured snippets lest competitors or irrelevant sites steal your traffic.

Do not overlook the influence of visual impact.

Consumers are more empowered today through the use of advanced technology and social media. Companies are required to implement creative social media strategies for call centers or agencies to keep up with today’s market and genuinely connect with customers.

Social media has gone from a novel marketing idea to an absolute necessity or rather a tried and tested means for marketers. New media marketing platforms have lit the fire. Along with older outbound marketing strategies, Call Center Agencies in the USA send targeted and customized messages to the customer. 

On social media, customers and businesses can directly interact where both parties can get to know each other’s tastes and patterns. The content that’s evident on these platforms forms the surface of their interaction. 

Getting started with social media marketing can be tricky. Understanding the webbing is as important as designing your image. While there are some hurdles associated with delivering large-scale customer service through various channels, know some important attributes about promoting your call center on social media.


Listen and Bond

Listen to your customers and engage in conversations regarding the brand. Create content and hashtags on your call centre on social media that communicate the “why” factor of your service. Your customers are constantly conversing about their issues, experiences and reviews about anything and everything to their peers and more. The trick is to have sharp ears and a vocal mouth. Invest in social media management applications to help find relevant conversations you should be attuning. Your contact center staff should convey feelings and infuse personality into responses via social media and create connections with customers. It’s critical to bond with your online fellowship.


Manage the Buzzing

Social media is where customers directly interact with their brands regarding doubts and queries. Agents respond to this and criticisms. Managing this buzzing is imperative for the movement up the ladder. As much as you may want to overlook negative comments, never miss an occasion to cultivate a better relationship with your customer.


Make Better Relationships

A customer database is your pool for solutions. Access to their activities and history with you can help re-track them and foster a personal relationship with the customer and increase customer loyalty. Digital marketing Agencies in San Francisco use effective tools to conduct CRM. Solid sales leads, follow trends and improve products and services are the results.


Improve Brand Consistency

A consistent experience for customers across all channels is essential in promoting your call center. The voice of your social media posts should reflect your call center’s brand values. The overall tone, regardless of the matter, must be steady and clear. Call centers must cross-check what customers are told on social media is the same as that of communicated over phone or email.


Address real issues and invite interaction

While social media can strengthen customer service efforts, it can’t replace traditional channels. Social media is a page where you can display the crux of real issues and their suggested solutions. It’s a space for reassurance on what customers have heard, maybe over the phone. The issue addressed online is best handled offline. Use social media to inform the customers about the customs and invite them to a phone call when suitable.

Media and entertainment marketing is an integral part of digital marketing now. The reach and the size of the audience are unparalleled in the case of media and entertainment marketing. Top digital marketing agencies have realized the potential of digital marketing for the media and entertainment industry and have adopted strategies to address this.

Traditional marketing techniques and strategies have almost gone obsolete. It is the digital age and digital marketing has proven to be substantially cheaper than traditional marketing. Digital marketing has made it more interactive with clickable links and actionable buttons. The connection with the audience has improved more than ever.

What are the ingredients to successful digital marketing campaigns in the media and entertainment industry? Let’s take a look.

Know the Audience

You must go beyond your regular loyal followers and fan base. There have to be more people who might be interested in your programs, videos who are waiting to be reached. Go cross-platform. Promote your new content, series, videos etc. outside your platform. Sharing teasers, motion posters, and trailers on different social media channels can spread the word. Come up with some eye-catching extended trailers or clips and run them on the platforms where the potential audience is likely to be online.

Provide Experience Unmatched

The competition in the entertainment and media industry is intense and this calls for highly competitive content/strategy that provides an exorbitant experience to the audience. As studies suggest audience response towards events and contests have been very positive. They love to be part of events and would be more than happy to participate in the contests you run.

Give out obvious hints on what kind of experience should the audience expect out of your shows or program. Are they going to be a family fun ride or are they going to be a nail-biting thriller of an experience? Spare no efforts to grab their attention.

The Influence of Video Marketing

The power of video marketing is undeniable in the media and entertainment industry. Be it a newspaper, publication, streaming company, content creators, or any other field, video marketing is a dominant player. Video ads perform exceptionally well irrespective of platforms and help you increase revenue more than any other type of ads.

Uphold Values and Ethics

Trust is hard to gain and harder to maintain. While your outstanding content can have many takers if you are difficult to work with and lack transparency the popularity wouldn’t last. Fake news and videos should be a strict no-no. Fact-checking and research must be integrated into your work culture. Anything that could hamper your online persona is not to be entertained. Creating presence across all relevant social channels exhibiting a consistent value proposition could contribute to gaining trust in many ways.

Standing up for a social cause and doing good on public platforms would never go unnoticed and it can create a much-needed connection with the audience.

Engagement is the Key

The followers you created with your excellent series or any other content are your assets. Always remember to keep them in the loop. Let them know when a new season is going to be released. Being in the entertainment and media industry, trigger discussions and reactions with micro-videos or trailers. Use retargeting, prompt them to watch the episodes or parts they left off.

Wrapping Up

The approach towards digital marketing for the media and entertainment industry is entirely different from other industries. Your content could be phenomenal but the competition is fierce too. The key lies in how are you going to appeal to your target audience and make them yearn for more of your content.

Heatmaps provide marketers insight into user intent and user needs by letting them understand how users interact with their website. Heatmaps are data visualization tools that help website owners understand how users are interacting with your website and present information like how good is the navigation on your website, what images do the users find interesting and it helps to develop the overall SEO Strategy of the website. They use colors to represent data sets. The user behaviors are represented in a range of colors from red to blue. Warm colors mean high engagement while cool colors mean low engagement levels.

There are different types of heat maps that serve different purposes. Hover maps that track the cursor movement on the page, Click maps that track the user clicks on CTA buttons, images, navigation bars, etc. and Scroll maps are a few prominent examples of heatmaps.

Heatmap to Boost SEO

Top SEO companies in San Francisco use heatmaps to boost SEO. How? Read on.

How heatmaps help boost SEO?

Tweak Page Layout

The factors that make a webpage user-friendly are more than H2s and H3s. Heatmaps reveal a lot of details on how customers interact with your website through CTA buttons, navigation buttons. Heatmaps can tell what elements on your webpage have managed to catch customers' attraction. Based on these reports, you could tweak your webpage for better user experience.


Don't Forget User Intent

Forgetting user intent is forgetting the whole purpose of the website. Heatmaps help you learn audience behavior by tracking what users particularly like on your website. Where do users stop, what do they skip, where do they stop scrolling and where do they finally drop off. 

Now, that is a lot of data and you can leverage this to optimize your digital marketing strategies and PPC campaigns. You could also compare the heatmap data with manual data that you acquire which could help you in integrating more elements on your website, providing the users with exactly what they are seeking.

Combine Heatmaps and Analytics

Google Analytics is a powerful tool to track activities on your website but heatmaps unveil the reasons/motivation for the activities. The data from Google Analytics like page views, referral traffic, bounces etc. should be stacked up against heatmaps to identify the elements that influenced user behavior. Making changes according to this comparison could improve customer experience and conversions.

Heatmap for SEO

Contented with Content

Scroll maps come in handy if you doubt the content is too long and intricate. They help you know where the content starts to stretch by showing where users drop off after scrolling. If they are dropping off too early, it might mean that they already found what they found or the first part of the content proved to be a turn-off. Observe the data and you will be able to know what have you done right and where have you gone wrong with the content.

Make the Clicks Click

Utilize Click maps to your advantage. Your webpage must be optimized to comprise only very relevant links. Irrelevant links would take your customers away from your website. Click maps provide you the information on which links do users click in general and which links are ignored. They also could reveal information on what is missing at a particular area on your page. For instance, you will know that customers did expect some clickable link/button to be present at a place if the cursor hovered over that particular area in weird patterns. Clearly conveys that users didn't find what they wanted or expected.

Click maps also give you insight into the performance of internal and external links. This can help you optimize link placements. 

To Conclude

Heatmaps give you an understanding of user intent, user experience level of your website, how users interact with different elements on your website etc. This data when effectively leveraged could enhance user experience while increasing conversions at the same time.

Gaming is no longer considered to be confined to a certain group of people. It is no longer viewed as the refuge of the lazy and indolent. Gaming has risen in prominence and gamers come from all walks of life.

The gaming industry has witnessed humongous growth and a gazillion games are out there. There are online offerings to digital downloads, free to play games, augmented reality (AR), artificial intelligence (AI), and mobile games. Tapping into the potential of digital marketing for the gaming industry has always been a challenge considering the diverse platforms.

Gaming Influencers

Influencer marketing is a quite familiar term by now. All reputed brands are banking on social media celebrities to reach a vast audience. One great influencer could do the trick for your brand. You could tap into demographics that were way beyond your imagination.

Social media influencers, especially gaming influencers on YouTube can take you a long way with a single post. Most great gaming influencers today were once just hobbyists, unnoticed. At the same time, we can't overlook the fact that it is really hard to stay significant for a long time with the kind of fierce competition in the field.

Gaming Influencers

Let's look at a few factors that could help you crack it.

How can modern digital marketing find its way into the gaming industry?

The world called "Mobile"

51% of the global revenue from the gaming industry is contributed by mobile games. The figures are more than promising, aren't they? The mobile gaming market is huge and is waiting to be tapped. A best dgitial marketing company can help you build brand awareness rather quickly if you choose to target the mobile gaming market.

Video content matters

Video marketing has skyrocketed to soaring heights. The kind of engagement video content attracts is unmatched and it has the potential to influence consumers more than any other type of content.

The mounting number of gaming channels on YouTube is evidence of the growing significance of video content in the gaming industry. Newbies, aspiring gamers, and champions watch gaming videos for hours, either polishing their skills or just for the sheer thrill of watching them. They usually tend to watch their favorite gaming influencers and follow them for tips and tricks.


Spread the word by sharing

Sharing your games on gaming boards like TouchArcade and GameFAQs is a surefire way to spread the word. Let the audience get the feel of your game. Feedbacks should pour in but don't let negative feedback get the better of you. Instead, use them to make improvements to your game.

Women power

Why should boys have all the fun? It shouldn't come as a surprise that 45% of gamers are women but the transition is quite evident. This is good news for companies. Women gamers are not limited to battle games, racing games, and other action-packed games. They don't tend to stick to the most played online games and are open to trying every other new game. Companies can leverage this to reach a wide audience.

digital marketing in gaming industry

Brand Integrity

Let it be apparent that you have a definite notion in favor of a social cause/causes. A substantial percentage of gamers are known to develop an emotional connection towards such brands and this can significantly influence their decisions on which brand to choose. You could very well partner with some of those great influencers extending the emotional connection to your target audience.

To Sum Up

Unlike marketing in other industries, marketing in the gaming industry could involve any and everyone. It is no niche. Be more inclusive, break the stereotypes, and devise games and characters that cater to a wider audience. Uphold your brand identity and you can win hearts.

Google’s operations have lent an advertising campaign hand for your products to help reach it to the target audience besides the SEO juggle. With Google Shopping, clients can look at and search for items of their choice and compare prices ea. Moreover, it does some amazing things for your business. That is on the grounds that product searches and ads on Google receive the most sales compared to anywhere on the web. On the off chance that you're not utilizing Google Shopping, you're missing likely deals.

It all starts with a Google shopping merchant’s account. Later you can connect it to google ads and start selling your products. With clear product data and pricing, focused on niche items, more conversions get driven to you. Although conversion growth is on a decline now due to COVID 19 quagmires, new strategies with financial flexibility could come out helping the situation.

Google Ads Agency

Almost 90% of the online shoppers search through search engines or digital channels including Google for finding products. E-commerce business owners look to digital marketing services for e-commerce businesses and leverage this by advertising and optimizing their products on these channels. But this is not the only way to sell and google has to be used only as a supplementary medium. It is a very competitive platform where you need to aggressively promote your products to improve sales. The ‘cons’ is that you will be lost in a sea of items. Optimized niche marketing is therefore compelling.

The ‘pros’ are many as google lets you launch your product easy and free, achieve wide reach, target specific groups, and can sell almost anything ‘at any cost’. 

Optimize your keywords for each product based on search volume and competition. Once you have the account and the prospect, it's now about the cost. The ads are not free but the listing is. With an increased traffic rate due to the coronavirus pandemic, Google sees and presents an opportunity for sellers to create better fortunes by getting their products to sell on google for free. With Google Shopping now free, you don’t necessarily need to have a Google Ads account to take advantage of this platform although it will be necessary to have a Google merchant center account. 

Google ads Agency can do the best guidance if anyone is going to start to do Sell on Google, SocialPulsar is a kind of agency as you can touch with us.

Sell on Google

Stores will have the option to list items on Google Shopping for free, yet there are advantages to paying for search positions. For instance, paying for advertisements will be the most ideal approach to guarantee the best results for your item promotions. 

Just ensure your items are in the Merchant Center item feed and you would be able to feel free to list it on google for nothing. If you were paying to display some of your products on Google Shopping, you can now list all of your products for free.