Google Rolls Out Page Experience Update- All You Need to Know

 Google tweeted that they have begun gradually rolling out the page experience update since June 15th. Remember that this update was supposed to be launched in May and had been delayed for unspecified reasons. The announcement about the update was made last November and is expected to be complete by August 2021. 

What is the Page Experience Update?

The Google update contains several signals that are meant to optimize the browsing experience for users. Google assesses each signal, which serves as a metric to measure page experience and gives a website an overall ‘page experience’ score. 

Here are each of the signals and the requirement for a good ‘page experience’ score:- 

1. Core Web Vitals

As a subset of the factors of Google’s ‘page experience’ score, there are three Core Web Vitals.

• LCP (Largest Contentful Paint) focuses on how long a page would take to load from a user’s perspective. The time taken from clicking the link to viewing most of the content on-screen shouldn’t be more than 2.5 seconds. Anything longer is considered “poor”. Many factors like high-resolution images may contribute to longer page loading time. 

• FID (First Input Delay) measures page interaction, more specifically, how long it takes for the page to respond after a user chooses a menu option or enters an email in a field. It shouldn’t take longer than 300ms for something to happen on a page. Removing any non-critical third-party scripts can help improve your FID score.

• CLS (Cumulative Layout Shift) considers visual stability, which means the time it takes for your page to stabilize all the elements as it loads. The ideal CLS score is 2.5, and a poor score would suggest that users struggle to navigate around the page.

Site owners can better understand their site’s content and how their audience responds to it on Search Console Insights. 

2. Mobile-Friendliness

How easy is it to use and navigate your website on a mobile device? This is what mobile-friendliness is all about. They crawl each website through a mobile lens to ensure the website offers a positive mobile user experience. 

3. HTTPS-Security

While this ranking factor is a minor one, site owners should have already moved to HTTPS and must provide a secure connection to Google. Transport Layer Security is vital to access websites safely on Google.

4. Security Issues

All kinds of malware, harmful downloads or deceptive pages that pose a risk to a safe browsing experience for users would result in a poor score. Google helps webmasters to resolve these issues by detecting them and recommending tailored solutions.

5. Pop-Up Ad Experience

Also known as intrusive interstitials, pop-up ads make it hard for users to access the information they clicked, which is why it affects the ‘page experience’ score. Pop-up advertisements are incredibly annoying for mobile users and cover almost all the content visible on their small screens.

This page experience update is currently only applicable for mobile search results, but the rollout will expand to desktops soon. If you are looking for a company specializing in digital marketing in India, Adaan Digital Solutions can help you pass Google’s page experience standards and improve your site’s user experience.

What is the Impact of Voice Search on Digital Marketing Services?

 Many digital marketing companies are trying to stay on top of voice technology. As a preferred option to typing, voice search makes it easier and faster to access the Internet and eliminates the effort of typing a query in the search engine. The increased use has created an urgent need for voice search optimization and one of the most important digital marketing trends. 

Let's look at the three ways consumers will use voice search to engage with the Internet and how each impacts digital marketing.

1. Replacing the keyboard with voice commands

In the same device, instead of using the keyboard for information input, we use voice commands. The response can be either displayed on the screen or vocalized by the machine. How does this impact SEO? Search engines are the gateway to the Internet, so businesses must show up on SERP. Since voice search is more conversational than traditional typing, SEO strategies will have to be tweaked to include phrases rather than just keywords. 

Even website content will need to adopt a more conversational tone, similar to chatbot engagement. To keep up with voice search, the standard website format of "About Us" and "Our Services" will have to be modified to create an interface that responds to voiced questions while keeping in mind the multiple possibilities of the flow of conversation.  

2. Using voice command devices

The market for voice devices like Alexa or Google Home is booming and is expected to rise further. For now, these devices answer simple questions like "What's the weather?" and respond to easy commands like "Play some music." But as these devices get more intelligent, they will soon be able to participate in more complex interactions. For example, Amazon's Alexa can trigger a routine on a specific command, and users can customize this to create their routine, which will be triggered by a phrase like "Good Morning" to start the coffee pot or "Goodnight" to switch off the lights.

A lot goes into making the device, and one of the challenges is to create a "personality" for the voice that would respond to the command. This includes tonality, gendering and other specifics. Amazon describes Alexa's unique characteristics as "approachable, efficient, trustworthy and natural". Brands also have to figure out how to incorporate SEM in voice devices. As for advertisements, there are some examples where the voice assistant runs a 15-second brand ad before responding to a query.

3. Internet of Things

IoT is one of the most anticipated advances in technology, and it offers some truly incredible possibilities. With chips embedded in every device or gadget, voice can completely change the way we interact with IoT devices. For example, you can talk to a device while driving or, the visually impaired can easily ask for directions for navigation.

Another typical example is asking your fridge to order supplies from your preferred store. Meaningful conversations could also be made possible. Many companies are already working on potential projects, and some like Ford, Huawei and LG let you talk to your car, phone or refrigerator.  

Voice search optimization has presented a unique opportunity for businesses to stay several steps ahead of the competition. If you think your brand or business can benefit from a revised marketing strategy, contact Adaan Digital Solutions to make the most of our digital marketing services.

10 SEO Mistakes to Avoid in the Post-pandemic World For Website Design & Development

Search Engine Optimisation is an integral part of web designing. It makes the website search engine friendly so crawlers can interpret the content of each page effectively to index them in their database. Here's how to avoid ten SEO mistakes that you might be making unintentionally.

Keeping Your Headings Short and Generic
All headings should be specific and not fragmented. They should form a complete meaningful sentence and be more than a few words, enough to cover the industry-relevant buzzwords. For example, change Web Development Blogs to Web Development Blogs for Beginners to Up Your Programming Skills, and you will be more likely to hit long-tailed keywords.
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Not Having Enough Headings
Break up your content instead of compiling it into a single chunk under a collective heading. It's best to segregate content instead of clumping it together and have more distinct headings to grab all possible searchers. It will help the reader have a better understanding of what the text contains.
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Avoiding Lists in Your Content
Both bulleted and numbered lists are great for readability and SEO. If there are more than two items or examples, break them down into a list. Featured snippets have become controversial in SEO, but lists appear at the top of the SERP. They are far easier to skim through, and you get the gist of the content covered faster.
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Not Using Marketing Terminology
Remember the optimal format for SEO title and meta description formatting, like keeping the keyword in the first half of the title and including the keyword phrase in the meta description. Furthermore, use convincing and relevant technical terms in the title and meta description because that prompts them to open the site. 
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Not Adding Keywords Early in the Content
It is better to introduce keywords earlier in the content rather than later. Try to include keywords in the first paragraph of the content, only if they can be accommodated organically to get a higher ranking. 
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Not Varying Any Keyword Phrases
While including the keywords, add variations of the same keyword phrases to reach the searches using less common phrasing. For example, trip and fall can also be written as slip and fall. A motorbike accident could be a motor accident. You may not be able to incorporate them into shorter texts, but for texts longer than 1000 words, there should be at least two variations.
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Writing Complicated Text
A larger audience can understand more readable content, and a lower reading level is vital for SEO content. Sometimes, jargon may be unavoidable, but try to replace more wordy sentences with clearer and concise text. 
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Providing Low-value Content
Content should always provide some value; otherwise, it is just a bunch of words written to fill up blank spaces. Informative, engaging content can catch the attention of readers and offer insight into the topic covered. It helps them grasp the objective of the text better and retain essential information.
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Creating Content Only for Promotions
Various pages will be focused on promoting products and services, but you need to have several core content forms for link building. This type of content is what other websites will want to link to, so you can have a group of solid backlinks for your SEO campaign.  
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Multi-purposing the Same Content
Sometimes amateurs offering digital marketing services forget that individual pages of your site also need to rank higher, not just your homepage. Hence, the content needs to focus on different aspects of your business. Instead of lumping all the information on a single comprehensive page, create separate pages with specific keywords and use internal links to support navigation. This will not only boost rankings but also provide details and more information on each topic.

This may seem like a lot of information, but the chances are, you have already made at least one of these mistakes. These are just a few issues that companies struggle with, and you can always correct them and keep them in mind. If you are looking for a digital marketing agency in India, contact Adaan Digital Solutions to create the perfect SEO strategy for your company with the help of our dedicated SEO 

10 Most Common Social Media Marketing Mistakes India - Adaan Digital Solutions

Many consider social media as just another fad, but they are being proven wrong. The scope of social media marketing in India is immense and rapidly increasing further. These platforms provide an excellent way to engage with prospects, raise brand awareness and boost sales. However, there are some amateur mistakes that even big brands make. Let’s discuss ten of the common mistakes you need to keep in mind and absolutely avoid.

1. Dismissing Social Marketing: It is a common misconception that social media users consist of teenagers or tech-savvy individuals. The fastest-growing demographic is the 45-64 year age bracket for both Twitter and Facebook. So, if you adopt an effective social media strategy, you can stay ahead of the competition.

2. Working without a plan: Irregularly posting content is a common trap many companies fall into. Posting without a proper plan is a massive waste of time. Goals, budget and a concrete plan of action are all a necessary part of marketing.

3. Treating all platforms the same: Understanding the customs of the platform you post on is essential. Many make the mistake of using the wrong language on social media. For your efforts to be fruitful, you will need to consider the customs, language, audience and type of content of the network you participate in.

4. Focusing on followers: Don’t chase subscriber counts, chase conversions. If your performance indicator is measured using the number of followers, it’s bound to fail. The impact of social media marketing on the brand itself is a far better KPI than chasing followers count. 

5. Choosing the wrong tone: By using a more official tone, you risk sounding too dull. However, being far too casual or worse, offensive is not recommended. You risk coming across as annoying and ruin the brand’s reputation with failed attempts at humour. 

 

6. Using Irrelevant hashtags: To involve the brand in a trending conversation and increasing exposure by using hashtags sounds easy. But with the whole world watching, even a slight misstep could cost you and deleting it won’t help either. 

7. Failure to engage in conversations: There’s no point in updates if no one responds to them. Your posts should evoke and encourage conversations, and algorithms support responses in the comments section. It allows you to communicate with customers directly and connect better with them.

8. Deleting negative comments: The most unauthentic move is to sweep all negative comments and ugly conversations under the rug. That doesn’t work on a social media platform. Be honest with your audience and be objective when you do get a negative response. 

9. Connecting, not networking: Social Media Marketing is meant to raise brand awareness but also increase sales. Having random followers who have little to contribute will not produce the desired results. Engage with those who represent your ideal customer or share the same views and interests to increase your exposure and succeed in your marketing efforts. 

10. Not having a social media policy: Prevent embarrassment due to accidental blunders and adopt a company-wide social media policy. SMM managers should be aware of the policy and adhere to it. Restrict access to official accounts and outline what is acceptable and mark all offensive, sexist, racist, derogatory or discriminatory content as off-limits. 

These are just a few common mistakes to avoid while building a social media presence for your brand. You can start off by noting down your aim and target audience and work on a plan to achieve those goals. If you are unsure how to go about it and want to hire a digital marketing agency, get in touch with Adaan Digital Solutions.