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Everything you need to know on the work-functions of search engines

Considering a user’s standpoint, search engines are nothing less than a miracle. All you have to do is input a query into the address bar and the results from the World Wide Web are ranked and sorted within seconds.

Popular search engines like Google and Bing have already started to offer answers directly within the search results. It saves both time and clicks. How do search engines work? Before we get to that let us share what exactly is a search engine.

What is a search engine?

In layman’s terms, a search engine is a combination of two things. One is a database of information and the second is a myriad of algorithms that determine which results should be ranked and returned.

Search engines like Google and Bing comprise of trillions of web pages. The algorithms evaluate multiple factors for delivering a relevant result.

Now the question that comes up here is how the search engines work.

How do search engines work?

To perform effectively, it is imperative for the search engines to know and understand exactly what sort of information is available and present it to users. The aim is to offer the most relevant result for the user. There are three fundamental processes involved, crawling, indexing, and ranking.

Crawling: This is the initial step for a search engine to work. The search engines send out web-crawlers. The web-crawlers are also known as bots or spiders. These web–crawlers review all the existing content of a website.

On reviewing the new and existing websites the bots look at data. The data includes sitemaps, keywords, page speed, URLs, and codes to discover the content types being displayed.

Indexing: Once the website is reviewed, the search engines now decide to organize and segregate the information. The indexing process involves reviewing website data for positive or negative ranking signals and save it in the right location of the servers.

Ranking: While indexing, the search engines start making decisions on where a particular content needs to be displayed on the search engine results page (SERP). The ranking is done by evaluating the different factors depending on the quality and relevancy of the end user’s query.

During this process, the search engines determine how valuable a website is for an end-user. The decisions are again based on algorithms. Once you understand how the algorithms work, it will help in creating better content to improve search engine ranking.

Search Engine process flow
Search Engine process flow

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Every platform uses unique ranking factors for determining where the websites fall within the search engine results page. Keeping those ranking factors in mind helps in creating tailored content for specific pages to rank well.

How does Google Search Algorithm work?

Google is the most popular search engine present in the World Wide Web at present. It owns 90% of the market resulting in 3.5 billion individual searches daily. New websites are created regularly. Google finds the webpages by following the links from the existing content that it crawled previously.

Google’s website index comprises of billions of webpages and thousands of gigabytes of data. For organizing such massive information, Google makes use of a machine-learning algorithm called RankBrain and a knowledge base called Knowledge Graph. All these work together to offer the most relevant content to the end-user.

Google checks out five major factors when someone performs a search. These are as follows;

Query meaning: It determines the exact meaning/intent behind the end user’s query.

Web page relevance: So, the intent of the search query is determined. Then they review the content present in the ranking web pages to sort out which one will be the most relevant. Keywords play a vital role here. The keywords present on a website should match Google’s understanding of the query presented by the user.

Content quality: Once the keywords are matched, Google takes it one step further and reviews the quality of the content present on the ranked web pages. This is how it prioritizes the results, looking at the authority of the given websites, page rank, and freshness.

Web page usability: Google offers ranking priority to websites that are easy to navigate, loads quickly, and is responsive.

Additional context setting: This step seeks the previous user engagements and specific settings within Google.

When all these information is processed, Google offers the results in the search engine results page.

How does the Bing Search algorithm work?

Bing is a proprietary search algorithm of Microsoft. It uses an open-source vector-search algorithm known as the Space Partition Tree and Graph (SPTAG) for bringing the results. Since it uses an open-source algorithm, anyone can check out the nuts and bolts code of how Bing search engine works.

As much as Google is hush-hush about it crawls the websites and uses its algorithm, Bing makes things easy. The Bing search algorithm is divided into two separate modules. The Index builder and the Searcher.

The Index Builder works in categorizing the website information into vectors. While the Searcher enables Bing to connect with search queries and vectors in the index. Instead of being a keyword-first model like Google, Bing breaks up information into different data points known as vectors.

The Bing search queries are based on the algorithmic principle known as Approximate Nearest Neighbour. It uses a deep learning and natural-language model for offering search results.

Another major difference between Bing and Google is, Bing doesn’t include pages without ranking authority. Thus, the new pages have difficulty in ranking if they don’t have backlinks of an existing webpage with more domain authority.

To create tailored content for Bing, observe the differences between featured snippets and the top-ranking sites. It prioritizes content differently from Google.

How does the DuckDuckGo search algorithm work?

It comprises of a proprietary web-crawler known as DuckDuckBot to scour through the web pages and its content. Most of the information showed by DuckDuckGo on the results page is compiled from 400+ additional third-party sources. These sources include Yahoo, Bing, and Wikipedia.

Unlike Google or Bing, DuckDuckGo doesn’t capture personal information of their users, including the past searches or IP address. Due to this dedication towards privacy, the algorithm finds it hard to offer personalized results. Again, due to such a focus on privacy,

DuckDuckGo has got the most streamlined results page by far.

Another interesting aspect of this platform is, it allows the users to use customized parameters called Bangs. It enables them to bypass the search results page.

How does YouTube Search Algorithm work?

By far the most popular video-hosting platform is YouTube. The search engine is almost similar to Google that owns the platform. It is primarily focused on keywords and relevancy. The algorithm is broken down into two separate functions. They are, ranking videos in search and surfacing the relevant recommendations.

Few specific reasons why certain videos rank higher than others include, not outwardly defined, like all Google properties. The freshness of the video and frequency of the YouTube channel in uploading the video also works as an important factor.

At present, there are 1.3 billion users on YouTube with 300 hours of video being uploaded every minute. Thus, it becomes difficult for the algorithm to focus on finding ways to sift such a huge amount of data.

YouTube balances on recommending videos based on how recently a video was uploaded and also the individual’s past search behaviour.

In the end, it all comes down to comprehending the end-user requirement. You will not be able to create customized and high-ranking content if you are not aware of what your target audience is looking for.

Get in touch with Skyram Technologies here. Our experienced professionals ensure that your website gets ranked on the first page of Google Search Engine.

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Content Marketing: Your Ultimate Guide to Boost Conversions in 2020

Content marketing is one of the most important aspects of any business organization that drives growth and boosts results. Creating and delivering valuable content for users will enhance the online reputation and help you build a community for your brand.

There are a lot of reasons to choose content marketing strategies rather than traditional marketing. It helps in generating 97% more backlinks, 55% more traffic, 5X times more leads, costs 62% less than traditional marketing, and 13X times more likely to generate more ROI.

Why is content marketing important?

Apart from the statistics mentioned above, digital marketing educates the prospects and leads regarding the products and services. It helps in enhancing conversions; build relationships between the business organizations and customers. You connect with your audience and create a sense of community through content engagement.

Content engagement and social media marketing are applicable for every sort of business. Brainstorming and creating your ways to pursue a target audience and convert your audience into customers is possible by analyzing the kind of content they prefer. Now that being said, let us share a brief on the different types of content marketing.

What are the different types of content marketing?

There are different forms of digital marketing engagement through content. These include the following:

  1. Social media marketing with contents

Social media platforms have more than 3.7 billion users which is more than half of the world’s population. There are several digital marketing and social media platforms at present (Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, and more). All these platforms offer a myriad of opportunities to promote different forms of content to different people.

Create and share photos, videos, podcasts, stories, audios, live sessions, blogs, articles or any form of content to connect with your audience. All these platforms can take your audience reach to a whole new level if your content can draw attention from your target groups.

  1. Infographic content marketing

Infographics offer content and information in an easy-to-comprehend and graphical format. Creating simple words, short statements, and clear images, the Infographics are an effective way of expressing your content to your target audience.

Infographics are perfect if you are trying to share any educational content or a bit complicated topic by breaking them up so that the audience can understand it. Infographics make things easy for even a layman to understand things.

  1. Blog content marketing

Creating articles and blogs are extremely important for inbound marketing and sharing information with your target audience. Blogs are useful for converting readers into customers, enhance brand awareness, and build relationships with your audience.

Depending on the goal of a particular blog, you will be able to choose which blog content to promote. Link the blogs in different posts; share the links to social media pages, link your partner’s websites, products, and write about the product line.

  1. Podcast content marketing

For those who are not aware of what a podcast is, it is a media file in an audio format that can be shared and promoted on different social media platforms.

More than 6 million people listen to podcasts at present. Doesn’t it sound amazing? Podcasts have become a popular way to create and share content because of convenience. You have a chance to enjoy them while relaxing on the go.

This is exactly why so many businesses have started creating podcasts. They help businesses enhance brand awareness, develop a relationship with the audience, members, promote the products and services.

  1. Video content marketing

More than 50% of the consumers want to check out videos from the brands that they prefer. Video marketing boosts conversions enhances ROI and helps you in building relationships with your target audience.

You can also share different video content on multiple social media platforms, site pages or video marketing channels and websites to enhance the reach. YouTube is one of the best video marketing platforms available at present.

  1. Paid Ad Content marketing

You can generate organic traffic by creating content but paid ad content is also an effective way to engage your target audience. Paid contents help in reaching a broader spectrum of audience.

There are multiple ways to create and share paid ad content. You can opt for paid ads on social media marketing platforms, publish digital ads on websites like banners or sponsored content.

What are the steps of a feasible content marketing strategy?

  • The first step is to set up smart goals. These objectives should be in sync with the company objectives. Whether it is to improve brand awareness, boost revenue, enhance conversions, improve loyalty, or draw customer engagement, make sure you work one specific action at a time.
  • The next step is to determine the KPIs (Key performance indicators). Analyze the data points (brand awareness, revenue, conversions, engagement, and more) to evaluate the actual performance against your goal.
  • Now, you need to sort out the type of content you want to share for the kind of audience. Start by focusing on the target audience and their buyer personas. Think about what do they want, why do they need you, how can your product/service help them achieve their objectives.
  • Next is, choosing the right content channels. When you know what to share, it is time to think about where to share. For instance, if you create blog content, your channel will be the website or the blogger account. If you want to post engaging/funny/promotional media content, then opt for platforms like Facebook, Twitter, and Instagram. Whereas LinkedIn is perfect for a tad bit more professional, job-related posts, organizational promotions, and services.
  • Then you have to set up a budget you want to spend. Think about the kind of content you will create and the amount you want to spend on the channels for marketing the content. This is specifically true if it is a paid ad content.
  • The next step is to create and distribute the content. Create a social media marketing calendar to ensure consistency between creating and sharing content periodically or regularly. It will help you and your team to stay on top of content marketing, especially if a post needs to be scheduled ahead of time.
  • The final step is to analyze and evaluate the results. It will let you know where to make the necessary changes and what is working as expected. That’s how you fine-tune your content marketing efforts to reach more audiences.

Effective content marketing enables you to reach your target audience and enhances conversions with time. Determine the type of content that works best for your audience and create a marketing strategy to reach optimal ROI.

If you are in search of effective and professional content and social media marketing company, get in touch with Skyram Technologies here!

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Eradicate Sneaky Chinese Software – Use “Remove China Apps” software

At present, we all are observing an ongoing trend on eradicating Chinese software and using the “Remove China Apps” application to do it. A lot of us were pretty much reluctant on using Chinese applications and smartphones for quite a long time.

Yet Chinese smartphones and applications continue to thrive because of their affordability and ease of downloads from Play Store and App Store. China is a mysterious country with stealthy moves and strategies unknown to the world.

Did you know that China has got a strategic advantage over a lot of countries in the world? No, it’s not due to the coronavirus, not the nukes, but something much more dangerous – the economy! Today we are going to talk about the master plan of China to dominate numerous other countries. Common people like you and me will be affected by it.

Before we get into China’s strategic master plan, let us share some lesser-known facts.

  • Did you know that in March 2020, India found 12 underwater drones coming from Beijing? Why is that?
  • At present, when the whole world is dealing with a major COVID19 pandemic, China is pushing its borders against countries like Japan, Vietnam, Australia, and even India. Why is that?
  • Amidst a global health crisis, China is making things political, why?

What is China’s master plan?

India has already been in conflict with China for quite a long period. The Indo-China war is not uncommon to people. Even now, China claims Arunachal Pradesh and segments of Ladakh to be its territory.

In the last few days, we all have heard about rising tensions in our Indian borders. Due to the rising cases of COVID19 in India, our economy is already affected. This is the worst time to get into border conflicts.

China is seeking advantage of this scenario. The President of China Xi Jinping has made a public announcement to the military to be prepared for war. The most significant weapon for this war is going to be the economy. To make things simple, let us explain from the start!

A lot of developing countries in Asia and Africa need financial help. To avail loan from the International Monetary Fund or World Bank, the countries need to meet certain criteria that include Prior Actions, Quantitative Performance Criteria, Indicative Targets, and Structural Benchmarks.

China is helping the developing countries in multiple ways paving their way to “dominate in the name of strategic investment”. How? China is funding a highway in Pakistan. China is funding Sri Lanka to build an international port. It is funding multiple projects in multiple other countries including Myanmar, Nepal, and the Maldives.

Apparently, this sounds harmless because Japan is also investing in India. So how is it different from China investing in the neighbouring countries of India? The issue is these above-mentioned countries that China is helping, may not be able to pay China back. That’s when the debt diplomacy of China begins.

Did you know that Pakistan owes more money to China than any other developing countries around the globe? Recently Pakistan discovered a scam of $630 million by two Chinese power companies supplying power to China-Pakistan economic corridor.

The port built in Sri Lanka (funded by China) is left empty. Every country requires time to recover the costs spent on an infrastructure project, but if the projects like (highways, or ports) are not used, then how do they recover the costs? They can’t.

With time, the amount of loan increases. When a country becomes incapable of repaying the loan China demands operating access in those areas. This how the Chinese debt trap works! Loans, scams, and interests destroy the economy of a country. There are multiple China-funded operating bases in countries like Nepal, Sri Lanka, Pakistan, Myanmar, and the Maldives.

China’s string of pearls
China’s string of pearls

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In case of any conflict, China can convert these operating bases as military bases. We are practically surrounded by China’s string of pearls. It is using the economy to surround India from multiple sides and use them in times of conflict. At the moment, it is not feasible for India to wage war and with money; China already has its allies.

What can be India’s counter-strategy?

Here is where India needs to stop using all sorts of Chinese products and applications. If the economy is going to be the weapon, we, the common people are the distributors of it. We must boycott Chinese products starting today!

Mr. Sonam Wangchuk already explained it in his videos (part 1 and part 2), on how to get rid of Chinese software from your phone in a week. We can try and remove Chinese hardware from our life in one year. With the rising conflict between India and China, a Jaipur-based startup launched an application called “Remove China Apps”.

Remove China Apps
Remove China Apps

Source

The app is developed by OneTouchAppLabs can detect Chinese applications on smartphones and offers a simple UI to remove them. Launched on May 17, the application has already attained huge support. It crossed one-million downloads in just two weeks. You can install Remove China Apps for free from Play Store.

Engineer turned education reformer Mr. Sonam Wangchuk shared a Twitter message encouraging the citizens to stop using Chinese software. He mentioned that the Chinese actions on the Indian border are results of domestic dissatisfaction over the Chinese handling of the COVID19 pandemic.

Indians have the freedom to choose what they want to spend on. If China doesn’t treat India fairly, then it is time to boycott all Chinese applications and products. Inspired by Sonam Wangchuk, supermodel and actor Milind Soman announced that he is not going to be on Tiktok anymore.

According to a study conducted in June 2019, there are more than 120 million Tiktok users in India. If a huge number of Indians uninstall Tiktok, it will create a dent in the Chinese firm’s pocket. He also suggested that Indians don’t have to depend on cheap Chinese products and opt for other domestic alternatives.

The lockdowns and quarantines have shown that we can live comfortably with much less than what we had. Thus, instead of multiple cheap Chinese shoes, we can opt for one well-crafted Indian shoe. It is on us that how do we want to stand up to such countries.

Are you using still Chinese applications? Share your thoughts on this with Skyram Technologies here.

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Google My Business is offering new features for SMBs to grow amidst COVID19

It is a tough time for everyone, especially for small and medium-sized businesses (SMBs). These businesses are the ones facing the hardest-hit of the COVID19 pandemic. However, it is not all dark and gloomy out there. Google My Business has come up in the rescue of the SMBs.

According to Google reports, the search related to “how to help small e-commerce businesses” spiked drastically from March. In response to such a significant increase in search results related to this, Google introduced the support links in early May.

What are the features offered by Google My Business

Source

This is one of the multiple new features that Google rolled out in an effort to help the local business get through the COVID19 crisis. Let us have a look at the Google My Business features.

What are the features offered by Google My Business?

The global expansion of support links – Initially the support links were available for the English speaking markets including the USA, UK, Ireland, Canada, Australia, and New Zealand. Now, the support links have been expanded to 18 more countries including Spain, Japan, and Italy.

These links allow the e-commerce business owners to add donations and links of gift cards to the business profiles through Google partnerships using PayPal and GoFundMe. For the gift cards, Google is already working with Clover, Toast, Square, and Vagaro.

According to Google, a business name search will expose the gift card links or donations on the Business Profile. In a short time, people will be able to use Maps and Search to find nearby businesses looking for support.

The question arises whether this will result in meaningful support or not. According to SVP of Google Maps, Jen Fitzpatrick, the search query volume is anecdotal evidence indicating high demand.

Online classes and virtual appointments – The company also discussed the spike in online classes and virtual appointments. There has been a shift from in-person classes and offline services.

Under such circumstances, Google is going to increase online service opportunities with new business attributes including “online appointments” and “online estimates”. In the coming weeks, it will make the attributes more visible in search maps.

The company is also expanding the Reserve with Google program. The program includes a growing roster of the third party booking software provider. For online services, it is adding Booksy, WellnessLiving, Regis, and Zooty.

Merchants who are working with one of these partners will be able to offer online bookings directly on Google and share the details with customers. The customers can then pay and join the meeting using the preferred video platform.

With businesses starting to reopen, some of them will also have secondary hours. Here is an example of a restaurant that operates as a drive-through after the main restaurant is closed. The similar thing works for special grocery store hours, or pharmacies operating within a larger supermarket or drugstore.

Online classes and virtual appointments

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The COVID19 Posts – Google also emphasized on the success of the COVID19 posts. According to Google, there were more than a million posts related to COVID19 since March. These posts included millions of clicks to merchants’ websites every week.

Along with that, there have been more than 200 million edits on the e-commerce business profiles since February. Most of these changes are done considering the special hours and the needs of temporary closures.

Within the restaurant category, more than 3 million restaurants have edited and added the dining including “takeout” since March. Google also added more features including “no contact delivery” and “curbside pickup”. The company is also planning more food-delivery services globally.

Enhanced control over food delivery – Food delivery is a controversial topic during this global pandemic. There are some food delivery organizations that have been accused of unethical means in delivering food including charging excessive fees from struggling restaurants or hijacking listing.

Google My Business is going to offer restaurants over which delivery services are going to be associated with their profiles. The restaurants will also be able to identify a preferred food delivery provider.

Now the question that comes up here is whether Google is checking if there is an actual business relationship between the delivery service and restaurant. To that, Google says, if the restaurant finds any unauthorized vendor on the profile, the owner can get in touch with Google My Business support.

Google will intervene and get the third party removed. It is important to note that Yelp offers identical features, even the ones that Google doesn’t. Anyone who is working a local business or multi-location brands will know the gravity of Google My Business.

With the new features available from Google My Business, it will work as a gateway to both offline, online, and e-commerce services. If your business is affected due to COVID19 pandemic, it is important to update the GMB profile with accurate information from your customers that include the following:

  • Adjusted hours of operation (for instance if you are closing early or operating at different times)
  • Any kind of delays in business
  • Additional services for the community
  • In case your business is temporarily closed

These updates will be shown on the business profile on Google Searches and Maps. Even if you mark your business as Temporarily Closed, it will not affect the local search ranking. It will be treated similarly to open businesses. The businesses that offer pickup and delivery services, need to mark the business as “temporarily closed” or else those businesses will not be shown on Google.

Is your business listed on Google My Business? Share your thoughts with Skyram technologies here.

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25 quick tips for marketing your business on Facebook

It goes beyond saying that Facebook is one of the best and most used social media platforms for digital marketing. With more than 1.7 billion active users daily, you have a myriad of opportunities to expand your brand awareness.

It is not a difficult task to optimize Facebook marketing if you can pay a tad bit of attention to the metrics and analytics. In this blog today, we are going to share 25 effective tips and tricks for using Facebook to market your business.

We have segregated the 25 tips in 4 different segments. They are as follows:

The Basics

1. If you already have a Facebook page related to your business or services, then it is imperative to double-check the “about” section. In this era of online information, make sure you are offering all the vital information to your target audience. The “About” section should be updated.

2. Test the content! A lot of us have heard that video and short snippets get the maximum likes, but you will not get to know this unless you test this theory.

3. Ensure you have some reviews. If you don’t have reviews on the Facebook page, it is time to stop and work on that. This is one of the most preferred places where people look for reviews.

4. Follow the 7-days work every week. There is not a single day where users don’t engage on Facebook. Thus, you cannot have a “Facebook holiday”. Make sure you have something for every day and keep a track of the activities to know when it is highest.

5. Utilize Facebook tabs. Facebook tabs are good options to generate leads and engage with the target audience. These are ideally the landing pages for Facebook. Create multiple tabs for promotions, trials, and featured live events.

Make sure you post to win

6. “If something worked once…..” chances are you will have returning audiences because they would want to see your post again. It is important to wait for some time and then post something new. Too much same content in a short span will reduce interest and hamper engagement. Spread it out to cherish the benefits of a continued encore performance.

7. Pin relevant posts, especially the time-sensitive ones to the top of the page so that it gets the necessary attention.

8. It is important to keep track of the timing. Schedule your posts in such a way that it appears at a time when your target audience is online. Do a bit of research on the optimal timings to post.

9. Utilize the user-generated content. It is important to remember that the user-generated content drives more engagement and portrays that you have a serious love for your target audience.

10. Share funny memes that make your audience feel good. People want to be entertained and feel good about them on Facebook. Post funny memes. We all love sharing funny memes which means your brand will reach a wider audience.

11. Keep working on the Q&A. Ask questions to your audience. People love Q&A’s because they deliver an instant answer. Create engaging questions but limit them to 15 questions maximum. Keep a teaser question for the next session.

Increase engagement

12. Create as many contests as possible (not too many in a certain period though). Contest posts are shared quickly.

13. Create and share polls by leveraging the reactions. Keeping the reaction feature in the poll will allow the users in expressing the opinions quickly.

14. Create posts with “fill in the blanks”. This will be a fun and engaging post for the audiences. For instance, you can create a post like “the one thing from (your brand) I can’t live without is___________”. Let the users fill in the blank.

15. Put things to vote. You can put up a new product, a design, or anything else for vote keeping two or more options. It increases engagement, especially for the people new to your brand.

Redesign your social media image

16. Keep changing the cover photos periodically. It is the biggest picture on your Facebook page and it is highly likely that the users will see the cover photo first. Change it frequently with promotions, product launches, or any other events.

17. Get your customized URL. Facebook offers tailored URLs to business pages with more than 25 likes. This will make it easier for people to find and remember you.

18. Be clear about your products and services. Include a statement of transparency on the Facebook page and back it up with live events. Answer honestly for queries and feedback from audiences.

19. Engage in the comments section. If you actively engage with your audience, you can generate more interest in your brand.

20. Make sure that you use a “social” tone while interacting with your audience. A social media tone is much more relaxed, and low key.

Facebook Ads play a vital role

21. Create popup ads! To add a unique touch use vibrant colors, use urgent language and symbols.

22. Check on your audience before you launch. Ad preferences will allow you in targeting your audience before launching the ad campaign. Ad preferences allow you to target your audiences effectively. Facebook will let you choose custom and lookalike audiences for different sections of the market.

23. Do not stop retargeting. Follow the people who are visiting your website on Facebook. Install the Facebook tracking pixel so that you can engage in multiple platforms.

24. Keep a track of the SEO. Bring in your SEO game to Facebook. The similar keywords that help you in generating more leads for a website will draw attention to your Facebook page too.

25. Finally, don’t forget to include the CTA’s on the Facebook page. You already have an audience and they want to engage with you. Thus, offer them a final push across the conversion finish line.

Facebook marketing works on engagement and it is imperative to make the world see how your brand can offer them services and products they need. Are you looking for experienced digital marketing professionals for Facebook engagement? Share your thoughts and requirements with Skyram Technologies here.

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Facebook and Instagram business profiles are the next-gen storefronts

With the emergence of multi-purpose social media marketing platforms, conducting e-commerce activities have become a piece of cake. Instagram Store was already available for business owners as an online profile to display and promote products.

Till now, Facebook was one of the major platforms for online promotions and digital marketing. Now, both Instagram and Facebook are offering the option to set up business profiles as virtual storefronts. This means anyone can buy directly from the Facebook and Instagram company/business profile.

What led to the launch of Facebook and Instagram shops now?

Facebook and Instagram already supported e-commerce activities to a certain extent. For instance, Facebook has the Marketplace and it is going to make things bigger with the Libra Cryptocurrency Initiative. On the other hand, Instagram already allows users to buy products that are featured in ads and posts. Now, the company is offering to create a full-fledged Facebook and Instagram shop.

The COVID19 pandemic has brought a change in the online searches. Along with the search engine results, people are also checking the Facebook and Instagram profiles of their favorite company for any updates.

Facebook and Instagram have become the go-to sources of information for a lot of companies. Whether there is a change in operating hours, or they have shifted to curbside pickup/online delivery, there is definitely an update on Facebook or Instagram.

The drastic increase in the usage of social media marketing platforms led to the initiative of Facebook and Instagram shops. Instead of leaving Facebook or Instagram and visiting the e-commerce store separately, you can buy directly from there.

Who will benefit from Facebook and Instagram shops?

The global pandemic has affected a lot of businesses. This is a great opportunity for small businesses to amplify the sales and cover-up for the losses. They can connect with their target audience through Facebook and Instagram.

For the organizations that depended on social media marketing and digital marketing through Facebook and Instagram, this is a welcome gift. The global media mogul is looking to support small businesses to survive in any way possible.

CEO Mark Zuckerberg mentioned it as a means to help the businesses that suffered due to the COVID19 pandemic. He also acknowledged that this will not “undo all the economic damage”, still, it’s a start.

According to Zuckerberg, this digital marketing feature will also remain beneficial once the pandemic is over. We are going to continue living more online lives and do business online even after the COVID19 pandemic is over.

Instagram’s Vice President of Products Vishal Shah stated that this is going to be a major global test. More than 1 million businesses have signed up already.

What do you need to know about Facebook and Instagram shops?

Businesses can sign up for a Facebook Shop for free. Upload the catalog, select the products to feature, and then customize it with the cover image and accent colors. The visitors can browse, save, and order the products.

Facebook will charge a nominal amount on every purchase, but the real monetization will come by driving more advertisements. Shops can be featured within the stories and ads. This is a one-time investment for a lifetime solution.

The shop itself will stay consistent whether it is on Facebook or on Instagram. The difference will be on how customers discover the shops. It can be through Facebook Marketplace or it can be through a product tagged on a photo on Instagram.

Also, the company is planning to launch another feature this summer which is known as the Instagram Shop. This will allow the users to browse different products straight from Instagram Explore and shop from the app itself.

For Instagram marketing, the merchants can feature and link the live videos, product launches from Facebook Stores. Customers can connect through their Facebook accounts. As a part of this announcement, Facebook is also partnering with BigCommerce, ChannelAdvisor, Shopify, Woo, Cafe24, CedCommerce, Feedonomics, and Tienda Nube.

Merchants can use third-party platforms for managing Facebook marketing, Facebook shops and the ads related to the shops. For instance, Facebook Shops will allow the Shopify merchants to get control over customization and merchandising for the storefronts within Facebook and Instagram. Also, they can manage products, inventory, orders, and fulfill them directly within Shopify.

Why should you opt for Facebook and Instagram Shops?

Facebook was always about connecting with what you love. With Facebook marketing available, it has become seamless for small and medium business organizations. For a long period, people have used Facebook and Instagram to buy and sell things.

Starting by posting a photo of a product with a caption “for sale” to selling the coffee table on Marketplace. The shopping styles from your favorite brands are now inspired by social media influencers on Instagram and Facebook.

With more and more people using Facebook marketing and Instagram marketing, the social media platforms became a popular option as e-commerce platforms too. Facebook is offering its users with an ease of shopping experience while helping the small and medium businesses to reach their target audience.

With Facebook Shops and Instagram shops, it will be easy for the small and medium businesses. Their audience can discover and shop things that they love. Offline stores, the brick and mortar stores are closing. This is the right time to bring businesses online instead of sticking to retail stores.

The end-goal of the social media giant is to make shopping seamless and empower small business owners with a global reach. This is exactly why the Facebook Shops and Instagram Shops are launched. Are you looking forward to using Facebook marketing and shops? Share your thoughts with us here.

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The Altering Impacts of Artificial Intelligence in Digital Marketing

It’s 2020! The world has come a long way considering the evolution of technology. At present, artificial intelligence has numerous effects on our daily life.

Starting from the smart devices, self-driving cars to the chatbots, all these are designed to understand the user-preferences and offer a customized experience. AI has been a trending topic for quite some time.

With the capability to collect and analyze data, artificial intelligence is transforming digital marketing strategies. Along with delivering tailored customer experience, AI can also save your time and money.

As AI continues to grow and evolve, it will offer valuable customer insights to numerous companies.

What is artificial intelligence?

Artificial intelligence refers to the intelligence portrayed by the machines. AI is used or machines and devices that “mimic” the cognitive functions of humans associate with other human minds like learning and problem-solving.

It is a particular area of computer science that focuses on comprehending the essence of human intelligence, responds and performs tasks according to the data being fed. There are a lot of activities associated with AI. These activities include robotics, image recognition, speech recognition, natural language processing, problem-solving, and more.

Thanks to the algorithms, the AI’s are gradually evolving at a fast pace. The systems are becoming more and more efficient than before with the expansion in the use of AI. The technological products brought by the artificial intelligence in the future may comprise of human wisdom.

AI may not be equal to human intelligence but it can think like a human. In the coming decade, AI might surpass human intelligence.

Why is AI becoming increasingly popular?

AI is becoming increasingly popular because of the following reasons.

  • It ensures precision with minimum errors. This means better accuracy and increased work efficiency.
  • It is capable of analyzing more and deeper data while delivering valuable insights.
  • It can add to the capabilities of different devices because of smart and useful algorithms. Voice assistants, GPS tracking, and home automation systems are a few examples.
  • AI is capable of adapting new inputs through progressive learning algorithms.

The influence of artificial intelligence in digital marketing

During previous years, the marketers were a bit hesitant in applying artificial intelligence within marketing strategies. Things have changed now. Multiple brands are successfully applying AI within their marketing. For instance e-commerce platform like Amazon is using AI successfully. Other brands like Spotify and Apple are also implementing AI successfully.

Amazon uses AI to display the relevant products to its shoppers depending on their previous searches and purchases. It increases the chances of purchasing or shopping becoming a repeat customer with a personalized experience.

Artificial intelligence in digital marketing has become a reality. With a plethora of benefits and options, let’s have a look at how artificial intelligence impacts digital marketing.

i) Recognize and analyze

Customer relationship management is a customer-centric approach that enhances business growth by collecting customer information while filtering valid information. If CRM is combined with AI technology and big data, it can maximize the collection of user information on different platforms.

It is possible to get accurate information for target customers and identify the user requirements. It enables companies to determine the best marketing strategy. Any behavioural information becomes the source of AI analysis.

Online search is evolving with multiple AI and machine learning developments. With a smart search feature, Google is leading the pack with numerous exciting applications for information retrieval. For instance, Google’s BERT technology is capable of processing a certain word in the context of all the terms within a sentence instead of one-by-one in order.

Customized search and results based on past interactions are another application of machine learning in smart search.

ii) Combining AI with AR/VR

When AI technology is combined with augmented reality and virtual reality, it offers a new consumer experience. For instance, Coca-Cola decided to include AI and AR by overlapping the computer graphics over the real-world view of the user through glasses or headset.

This allowed the technicians to obtain information about the service equipment and enable them to support the technicians through feedback. It also made things easier for technicians in remote locations for performing repairs and diagnose issues.

This method also offers customers with multiple ways of interacting and helps them in learning more about the brand. It allows them to form a connection. Combining AI with AR and VR not only refreshes the user’s consumption experience but also develops a strong brand identity.

iii) Using artificial intelligence in digital marketing campaign operations

Multiple online platforms like Google and Facebook are at the forefront of the AI/ML applications in digital marketing. Right from the smart biddings, smart campaigns, auto-generated ads, Google is making it easy for the advertisers.

The smart bidding options like TROAS, TCPA, and others make use of the advanced learning algorithms for training the data on a large scale. This helps in creating accurate predictions on how different bid amounts might affect the conversion value. Thus, advertisers can optimize without being distracted by too many unnecessary details.

Google considers a wide range of contextual signals through search data for predicting user behavior and influence auction. Facebook also includes machine learning throughout campaign plans and execution, also within ad placements and delivery.

Artificial intelligence in digital marketing is used in driving improved ad copy testing. It helps in evaluating ad copies and landing pages on different parameters like the use of action promoters/inhibitors, relevancy, urgency, page layout, load times, and more. It gauges the impact on ad relevance, landing page experience, and expected CTR.

iv) Artificial intelligence in email marketing

AI helps brands in personalizing the email marketing campaigns depending on user behavior. This means marketers can send out emails that are triggered by certain actions. It enables them to deliver relevant emails to customer inboxes, product recommendations, subject lines, and messages depending on customer behavior.

AI helps marketers in optimizing the email campaigns thus, driving maximum results. Marketers can use tools to analyze and optimize the campaigns instead of A/B testing different designs and messages.

AI can help marketers in reaching the right customers at the right time. AI chatbots enable businesses in reaching beyond the “one-to-one” form of customer service. The chatbots can deliver “one-to-many” offering support to a lot of customers at the same time in different zones.

The chatbots can answer relevant customer queries around the clock in real-time. Not only it is highly effective but they can also offer support beyond the office hours enhancing customer experience.

With artificial intelligence in digital marketing and e-commerce platforms, it has become easier to discover effective content depending on customer behavior. Have you used AI in digital marketing? Share your ideas with Skyram Technologies here.

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WhatsApp Web – Assembling every possible detail you need to know

WhatsApp is undoubtedly one of the most important applications used by almost everyone at present. We love using WhatsApp on our phones. If you require constant access to WhatsApp while working, it is better to use WhatsApp Web.

With Facebook collaborating with Reliance, its subsidiary WhatsApp became the communication portal to avail JioMart services (an e-commerce platform). It will help small business owners to enhance communication and engagement with their customers.

The other latest updates in WhatsApp include WhatsApp Pay and Facebook ads through WhatsApp. Thus, the application is more important now than ever.

You can use WhatsApp Web on iPads, laptops, PCs, tablets, and other e-devices. WhatsApp Web is the web version of the application. You will have all the features of the application on your desktop. The web version was launched five years ago.

In this blog, we are going to explore every aspect of the web version of WhatsApp. Let’s start with how to use it.

How to use WhatsApp Web on your desktop?

  • The first step is to visit the website web.whatsapp.com.
  • You have to scan a QR code that pops up on the screen. For the android users, open WhatsApp, tap the three vertical dots and click on WhatsApp Web and scan the QR code. For iPhones, open WhatsApp, click on Settings and visit WhatsApp Web to scan the QR code.
  • Scan the QR code and you shall get WhatsApp on your desktop. Now you can operate WhatsApp on your desktop just like you do on your phones. It works both on Mac and Windows OS.
  • Make sure your phone is active with an internet connection; otherwise, the web version will not work.

How to download the WhatsApp Web app on your desktop?

If you want to use WhatsApp as an application on your desktop instead of a browser, follow the steps below.

  • Visit the website whatsapp.com/download and click enter.
  • Click the green “download” button located under “download WhatsApp for Windows and Mac”. It will automatically detect whether you are using Windows or Mac so you don’t need to search a particular version.
  • When the download is complete, install it and click to open.
  • Now you have to scan the QR code from your phone. We have already mentioned above the steps to scan the QR from your phone.
  • Make sure to check the “keep me signed in” option just below the QR code. This is done so that you don’t need to scan the code every time you open the application from your desktop.

That’s it. Now you have WhatsApp Web application on the computer.

How to edit your profile on WhatsApp Web?

  • Since you are already using a WhatsApp account on your phone, the same account and profile will be shown on the web version. To make any changes, click on the “profile” icon at the top.
  • To change your profile picture, you can click on the profile photo. Now you can click on “upload photo” or “take a photo” depending on your choice.
  • To change the name or profile, click on the pencil icon below the name and profile picture. In WhatsApp Web, you will not have the option to post any WhatsApp status but you can check the statuses of your contacts.
  • Click on the “status” icon beside the profile picture and then click on any contact to check the statuses.

How to enable dark mode in WhatsApp Web?

The web version officially doesn’t support dark mode, but there are two ways to easily enable it.

  • Open the web version of WhatsApp and right-click on the web page. Click on “inspect element”. Now search for body class=”web”. On other browsers like Safari, you have to search for body class=”web text-rendering-bug-fix”.
  • Right-click on this line and then click “edit”. Change it to body class=”web dark”or body class=”web dark text-rendering-bug-fix”. Click on enter to apply the changes.
  • Now the dark mode will be enabled in your WhatsApp Web. If this is too complicated, you can try the second way.
  • Install the add-on Stylus on Firefox or Google Chrome. Install the dark WhatsApp style from Github or userstyles. That’s it. You can use WhatsApp dark mode in the web browser.

Enabling video/voice calls in WhatsApp Web

You will have all the basic features of WhatsApp on the web version, but the video and voice calling features are officially not available. However, if you must use the voice and video calling feature, then the following steps will work.

  • Visit bluestacks.com and download Bluestacks. It is one of the best Android emulators for computers. Once it is downloaded, open WhatsApp and then register with your phone number.
  • The number that you use to register WhatsApp on Bluestacks will not work anymore on WhatsApp of your phone. This means, if you set up WhatsApp in Bluestacks with your registered mobile number, then you can use WhatsApp on Bluestacks. WhatsApp will not work on your phone anymore. This is a major drawback.
  • Once you have installed WhatsApp in Bluestacks with a phone number, now you can add contacts on WhatsApp account. Open the chat threads and start chatting, or make voice and video calls. The interface is identical to Android smartphones.

How to fix WhatsApp Web if it is not working?

There are times when the web version of WhatsApp might fail to sign in or initialize. Under such circumstances, you need to follow these steps to fix the issues.

  • If you have a network issue or connectivity issue on your phone, WhatsApp web might stop working. Make sure your phone is always connected to an active internet.
  • You might also have computer connectivity issues. If you see a yellow symbol above the chats with an error message “computer not connected”, check the computer’s internet connection. Not just the phone but your computer also needs a stable and active internet connection.
  • Finally, you might also have Wi-Fi issues while using WhatsApp Web. If the web version is notifying you that your Wi-Fi network is stopping the web version to operate, make sure that the network is set up to allow web.whatsapp.com or whatsapp.net.

A few more add-ons and miscellaneous features

These are identical features that you get when you use WhatsApp on mobile phones.

  • You can archive, delete or pin chat in the web version just like you do on mobile. Hover over a contact and click on the downward-facing arrow to archive, pin or delete chat. View the archived chats from the three vertical dots.
  • You can block contacts and access the blocked list from the settings in a similar way you did from phones. You can change the chat wallpapers according to your preference of colors.
  • You can mute a contact by clicking on their name, check “mute notifications” and select the duration you want it to be muted for.
  • If you don’t want to mute someone but turn off the notifications, then click on the three vertical dots. Go to settings, click Notifications, and uncheck the options according to your preference.

Are you using WhatsApp Web on the desktop? Share your experience with Skyram Technologies here.

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Dark Web vs. Deep Web – Compiling the Intricate Details and Differences

You might have heard about both of these terms, “the dark web” and “the deep web”. Apparently, these two terms seem identical, but there are differences between these two terms. A lot of us have heard about suspicious activities going on in the dark web.

Most people have a superficial concept that it is a place where malicious hackers lurk. Also, some of us have a vague idea of an “intellectual-dark web” comprising keyboard Robin Hoods fighting for justice. All these make it more confusing. Let us clear the concepts of dark web vs. deep web once and for all.

What is the Deep Web?

To be precise, the deep web comprises multiple websites that you cannot access through conventional search engines like Yahoo or Google. The content of these websites is not indexed by the search engines. Those contents are hidden from search engines through encryption.

The web-crawlers cannot see those pages. Thus, they remain invisible. Thus, to access those web pages or websites, you need to know the exact address. The deep web also includes certain parts of legitimate and mainstream web (like Amazon & Netflix) because they are personalized for certain users. Not all the URLs are indexed.

What is the Dark Web?

The dark web is one level deeper. It is more focused on illegal activities than the deep web. The dark web can be gruesome at times. To access the dark web, you need to be very much internet savvy. For instance, to access the dark web, visitors use anonymity software like Tor. It masks the identity.

When you access any website on the internet, you can be tracked through IP addresses. With the masking software, any personal computer can remain anonymous while masking the location, IP address, identity, and more.

What exactly is there on the deep web?

The deep web comprises a myriad of data. These include:

  • Internal sites of different companies, trade organizations, and associations
  • Password-protected websites with only members access
  • Paywall enshrouded pages
  • Timed access pages similar to those found on the online test sites
  • Paywalls for blocked digital content
  • An individual’s personal account, email account details, social media account details, banking details and more

What’s exactly available on the dark web?

The dark web is attractive to imposters and scammers because it contains specific black market information. It is a world full of secrets. The following can be obtained from the dark web.

  • Stolen credit card numbers at low prices, typically sold in bulk
  • Fake passports, impeccable replica documents from every part of the world
  • Marijuana (every kind of strain, potency, and type), at a price lower than the regular market
  • Hacked or stolen accounts of popular websites like Netflix, Spotify, Uber, Paypal, and more
  • Bitcoin lottery tickets
  • Fake coupons starting from fifty cents to a substantial discount of twenty percent
  • Fake college degrees, ricin, and other poisons, 3D printing services, a pocket EMP generator
  • Assassins for murder, plastic explosives, social security numbers, drugs/narcotics
  • SWAT-style body armor, Uranium, Weapons, Hacked government data, luxury goods

Dark Web vs. Deep Web – A comparison

The Deep Web

The Dark Web

How can you access

Require password, encryption or specific software

Require Tor Project or similar other software

What does it have

All the un-indexed web pages

Subsets of un-indexed web pages within the deep web

Used for

Legitimate purposes that require anonymity for safety

Used for illegal activities, sometimes used in ethical hacking as well

Used by

Journalists, whistleblowers, political protestors, Anti-Censorship Advocacy Groups, individuals of oppressive political regimes

Hackers (ethical and unethical), buyers & sellers of illegal merchandise

Can you browse anonymously?

Mostly, especially if you have a VPN

Yes, but you need masking software

Who can benefit from the deep web?

A lot of people can benefit from the deep web. From the former military government officials to the corporate employees report a lot of corruption issues. In collaboration with investigative reports, these individuals can access classified information to expose corruption anonymously.

Political protestors and Anti-Censorship Advocacy Groups use the anonymity of the deep web to communicate securely. Also, citizens living in countries ruled by oppressive regimes, use the deep web to access crucial information for their own needs.

Since they don’t have access to news through the surface web, the deep web is the only way to garner information.

Who can benefit from the dark web?

Since the dark web is mostly used for executing illegal activities, it is accessed by criminals, hackers and scammers. There are some ethical hackers too in the dark web. Good things happen too in the dark web but they rarely make headlines.

Cybercriminals are not the only ones benefitting from the dark web. Consumers are experimenting with anonymous web browsers like Tor for routine internet searches. Exchanges in the dark web also facilitate collaboration and sharing of information.

Cybersecurity experts closely monitor the dark web where sophisticated adversaries engage in discussions regarding hacking and other specific activities. A lot of organizations use threat intelligence and mitigation platforms for monitoring and analyzing terrorist activities.

The closing statement

The dark web remains highly associated with the illegal, illicit and immoral activities. It is loosely defined by the collection of hidden secrets and is accessed by numerous individuals.

On the other hand, the deep web is merely a “locale” in the World Wide Web that comprises a lot of hidden contents unavailable to the generic search engines.

Browsing the deep web is easier. Using the Tor web browser is one of the primary ways to access the deep web. To enhance security, you can use VPN tunnels along with Tor.

A few Tor style plugins are also available to be used with major web browsers. To access the deep and dark web, you need to use Tor or Tor-Style plugin.

In this blog, we shared all the details pertaining to the differences between the Dark web vs. the deep web. Do you ever feel curious to access the dark web? Share your thoughts with Skyram Technologies here.

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Should you reduce online marketing strategies due to the COVID19 pandemic?

With the ongoing COVID19 pandemic, industries around the world are reinventing the existing online marketing strategies. This is to cope with the evolving consumer landscape in multiple unexpected ways.

Most of the organizations are starting with the reassessment in digital marketing budgets to deal with the uncertain economic situation. With a sudden and unexpected loss in ROI, multiple businesses are forced to trim their budget to maximize efficiency.

Under such circumstances, instead of putting the brakes, brands need to come up with a changing strategy. Here is what you can do to re-evaluate your digital marketing strategies.

Why will COVID19 boost digital marketing?

There is no doubt that the pandemic caused a lot of businesses to incur a loss, but paid search marketing flourished. With the booming remote working facility, it is possible for multiple businesses to ensure continuity. It offers flexibility.

If ever there was a time for the digital marketers to come into the forefront, it is now. So many more people are online for a longer period of time. It is highly likely that people will see the ads on social media and interact more.

Some obvious targets that digital marketers can focus on are as follows:

  • Social media – it is going to be all-important to maintain connections
  • Web-contents on the different niche – this will be popular, especially for sports in the absence of sports.
  • Emphasizing the ethics – a lot of firms that are acting ethically in retaining staff, paying their suppliers, or helping each other by supporting the food banks, can highlight this in content marketing. Since a lot of organizations are going through reputational damage due to layoffs.

Keeping all these factors in mind, it is important for marketers to consider the buyer persona. Alter the marketing strategies according to the demands. There could be a lot of common behaviour among people because almost everyone is trying to cope with this new lifestyle.

Of course, the initial reaction after the restrictions after the restrictions are over will be to do things that they couldn’t before. Digital marketers need to be aware that multiple economists expect the recovery to be gradual instead of a strong rebound.

What are the changes in Google Analytics and Trends due to COVID19?

With a steep rise in certain search terms, there have been changes in Google Trends and analytics. Medical suppliers are aware that the overall demand for masks has shifted from the N95 masks to the surgical masks.

Spike in Medical Advertisement Pre-COVID19 vs. Post-COVID19

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Now, the real benefit of Google Analytics and Trends is it helps us in identifying consumer behaviour. You can see how the categories are evolving. With social distancing turning into self-care, the search on multiple skin-care products is skyrocketing.

Increase in search of self-care products

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On one hand, the searches are influenced by luxury, on the other hand, the searches are influenced by necessity. There has been a steep increment in online tutorial videos on “how to cut your hair.

Consumers search on “how to look good on zoom”. The search term has increased from 0 to 100 starting from 14th March. All these search terms didn’t even exist before the COVID19 pandemic.

Before jumping on individual channel recommendations, it is important that you have the means to measure them. Internal traffic is not really internal. There are a lot of employees working remotely. It affects analytical data.

The typical filter will not catch workers working remotely unless they are using a VPN or any other remote network connection. Thus, employees might get counted in the analytics metrics even if you had a filter.

The solution here is to place an annotation in the analytics account because there is no in-built filter. Also, keep it in mind while measuring and reporting digital marketing efforts.

Whether to reduce paid search and social media or set up daily management?

As we already mentioned, amidst COVID19, the search on certain products is down. If your products or services are not deemed as “essential” then is important to consider re-investment. Failure to reduce the expenditure will make the most profitable campaigns turn negative.

Proceed with caution if you are aware that your product or service is not a top priority. On the other hand bids in multiple industries are less than before. This is because a lot of advertisers are making lesser bids and reducing the budgets.

If you think that your company is selling products or services that are still in demand, then you should try to maximize the ad expenditure. Just keep an eye on the return on ad spend.

For instance, in the media and entertainment sector, cinema is going through a major loss. The online programs, social media marketing platforms, and apps are gaining a lot.

Increase in use of the online platform amid COVID19

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Use of social media applications amid COVID19

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Why should you maximize email marketing amid COVID19?

Email is cheap yet it is extremely effective. The reason why email marketing is effective is that it is as simple as reminding your customers that even though the brick and mortar stores are close, they can still get their needs met online.

Make sure that the customers get the feeling that you are here to help them.

It is true that email may not make up for the overall losses. The brands that show value to their customers will attain more customer loyalty when the times are more certain.

Increase in the number of “search and respond” with ongoing COVID19 pandemic.

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Continue working on SEO and content marketing

Instead of paid search marketing or social media marketing, it is better to opt for SEO and content marketing efforts. The reason is paid search marketing is seeing performance losses in organic channels. This because of an overall drop in search demands.

Google Search Console shows a drop in search impressions even though the ranking remains the same. Thus, it is clear that this is not an SEO/ranking issue. It is a drop in search demand because of the COVID19. At present, it is important to maintain the SEO campaign.

If you are in search of an experienced and professional digital marketing agency during the COVID19 pandemic, get in touch with Skyram Technologies here.

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