Online Marketing – Dos & Don’ts you must know!

By | Date posted: | Last updated: May 28, 2021
Online Marketing

SEO, social media, chatbots, usability – online marketing has developed into a broad field with countless measures of the most varied characteristics. Used correctly, it can significantly increase awareness and sales of the company.

The digital jungle often poses major challenges for many small and medium-sized companies, because their core business is often a long way from online marketing. Which tools are relevant? Which channels have to be used? Who is my target group and how do I reach them? And most importantly, how can online measures boost offline business? Questions that SMEs have to ask themselves if digitization is to be successfully mastered.

Because one thing is clear: Online marketing today includes much more than owning a Facebook page and doing a little SEO. Buzzwords such as affiliate marketing, programmatic advertising, automation, big data or influencer marketing are circulating in countless blogs and specialist magazines and are declared as must-haves. However, which instruments ultimately contribute to the company’s own goals and are specifically relevant for SMEs depends on various company-specific factors – there is no such thing as a “one size fits all” solution. Nevertheless, local providers can orientate themselves on a few dos and don’ts.

DOs in Online Marketing

1. Know and understand the target groups for online marketing

The times of linear communication are over. Like no other medium, the Internet offers the possibility of constant feedback and transparency about the activities of individual target groups. At the same time, however, this also means that customers expect direct dialogue and tailor-made offers. Every page view, every click and every scrolling can be tracked on the web, thus allowing conclusions to be drawn about user behaviour, which in turn can be used in the next step for precise target group segmentation. In this context, the correct and data protection-compliant collection, storage and processing of data play an important role, after all, they contain valuable information about the target groups, for example about their buying or surfing behaviour, their needs, their whereabouts, their habits and preferences.

2. Create a network for online marketing

Connectivity creates strength – that is what makes networks on the Internet so important. It is therefore advisable for local providers to join strong, collaborative networks such as rating platforms or online marketplaces. The advantage: Individual players in the network benefit from synergies and swarm strength. An offer that would hardly get any attention on its own becomes relevant through the bundling of many interesting offers on the online marketplace and thus gives the provider visibility and access to various target groups. At the same time, the network benefits from every additional partner who joins it, as it expands the offer, and the reach and attractiveness of the marketplace are growing steadily.

3. Content is key for online marketing

Nothing works on the Internet without good content, however much the individual marketing measures may be state-of-the-art. Unique and authentic content that offers added value for the target group is indispensable for online, after all, marketing activities should lead the generated traffic to their own channels. The most important channel is the website, only here is direct customer contact. In addition to providing all relevant information about the company, it is important to take up the topics of the target groups in the form of high-quality content in order to adequately collect and convince customers according to their specific needs. Good content creates credibility and trust and helps to tell interesting stories,

Don’ts in Online Marketing

1. Leave the marketing to laypeople

Online marketing is not a hobby or something that you can teach yourself through a few YouTube videos and forums. A deep understanding of the tools and know-how in dealing with online marketing is necessary if the measures do not cause additional costs, but rather increase efficiency and effectiveness. Smaller companies in particular often set wrong priorities here and leave the entire marketing to the managing director, who, however, sometimes does not have explicit knowledge. It is important to set up a team of specialists or to commission external service providers. Even if many companies initially shy away from investing, the professionalization of online marketing will pay off.

2. Missing or inconsistent strategy

Marketing based on the “shotgun principle”, i.e. the broad to the indiscriminate distribution of individual marketing measures, will not lead to the desired success on the Internet. A sustainable and secure strategy for how online marketing should be used and which goals it has to pay is the most important and first step. The strategy serves as the red thread of every measure and is based on the individual issues that the company has: Should new customers be won, applicants won over, awareness increased or products sold? In the strategy, various online and offline measures are combined into a functioning marketing mix.

3. Do not monitor

Current surveys show: Many smaller companies operate little or no web monitoring. The abundance of tools and the lack of knowledge about how to use them are often daunting. Web monitoring is an essential part of online marketing, after all, it can be used to check in real time whether the measures are fulfilling their purpose, the selected target groups are being reached and advertisements are being perceived. In addition, direct changes can be made if necessary. Monitoring measures are much easier on the web than in the offline area, so that wastage is minimized and marketing can be used more effectively and in a more targeted manner. The results of the monitoring can in turn be used for further strategic planning.

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Top 5 Reasons Why Website Pages are not Being Indexed by Google? How to Fix it?

By | Date posted: | Last updated: May 7, 2021
Website Index in Google

You have finally put your new website online and are excited about the visitors. But nobody comes – because after months your URLs still don’t appear in Google search results. In this article, you will learn more about possible reasons and learn how to fix errors. For a basic explanation of how Google Search works and how pages are crawled and indexed, read the following blog.

A crawler – what is it?

Even the most beautiful web presence has to be indexed so that online readers can discover it. The prerequisite for this is that the Googlebot crawls it: A program controlled by algorithms finds your website and lists all the links that should be crawled. The Googlebot takes the information and sorts it in an index with regard to its relevance and possible target groups.

Your page is never directly indexed

It repeats this process at regular intervals, so your website is not crawled just once. So, don’t panic if it doesn’t work right away – the Googlebot needs time with the mass of web information that has to be processed every day worldwide. Due to a limited crawl budget, it often does not search the entire website, but only selected pages. You can find a clear statement about this in the Google Search Console Forum. However, if too many of your pages are being ignored, you should find the sources of the error. Google does not crawl all pages on the web, and it does not index all of the pages it crawls.

No indexing: first quick measures

On the one hand, Google supports you in the search for clues in the Search Console in the “crawling” area. In the “Crawling Errors” report you can find out whether errors have occurred in the last 90 days. They could have prevented Googlebot from accessing certain areas of your website. The heading “URL errors” indicates missing 301 redirects and pages not found (404 errors). The “site query” on Google gives you an additional overview. To do this, first enter your domain in the following format in the Google search:

Check which pages are affected

If you are asked whether you own this domain, you should first register the page in the Google Search Console. Log in with your login and select “Add property” on the start page. Here you enter the domain. You will receive information on how to confirm your ownership. The best thing to do is to download the given code and upload it to your website. However, if your site is already “known” to Googlebot, you will see your indexed URLs at this point. Does the number of pages roughly correspond to the number posted online or are there major deviations? Check the following five points if there are any discrepancies.

1. Non-existent XML sitemap

Web crawlers like Googlebot scour the Internet for new content and wander from page to page. At least one link should lead to your page, otherwise it will remain invisible to the bot. This is not a problem with good on-page optimization – every new page will be found at some point. However, to speed up the search process, you should create an XML sitemap for Google as an indexing aid.

This is XML and this is how you work with it:

XML sitemaps are standardized text files that contain the structure of your website in machine-readable form and that search engines can easily interpret. Not only do they convey the URLs to Google, but also the date and frequency of changes, and the priority or hierarchy of the page content. Content management systems such as WordPress offer plugins and tools for creating a sitemap, but you can also create them manually. If your uncompressed sitemap is larger than 10 MB, you have to break it down into several smaller sitemaps and submit them in a sitemap index file.

Add a sitemap: Here’s how

The easiest way to submit them to Google is to use the Google Search Console’s Sitemaps tool. Log in to your account and select the relevant website. In the left tab you will find the item “Crawling” and under its “Sitemap”. If one has not yet been submitted, you will see an error message. If you click on “Add sitemap”, your URL and an empty field will appear in which you can insert the created sitemap. Google will suggest other ways for you to submit a sitemap as well. If you have a good knowledge of code changes, enter the path to your sitemap by adding the following line anywhere in your robots.txt file: sitemap:

Possible sitemap errors

Even if you have already submitted the sitemap, errors can occur, which you can also identify in the “Sitemaps” area of the Search Console. Below are some of the problems that Google lists under “Sitemap errors and solutions”.

  • URLs not accessible / URL not allowed

    Check that your file is in the right location and on the right level. Make sure that all URLs start with the same domain name as the location of your sitemap, i.e. uniformly with www., Http or https.

  • Unseen URLs / 404 errors

    Google cannot process your sitemap completely. This happens, for example, when some URLs contain too many redirects that the Googlebot cannot retrieve. Get rid of your broken links and set up permanent redirects.

  • Invalid or incomplete URL

    URLs are invalid if they contain unsupported characters, i.e. are not coded in a legible manner, or if the formatting is specified with https: // instead of http: // (or vice versa).

2. Duplicate content

Also, check to see if Google has indexed your preferred page or a different version of the domain name. If was not indexed, add and the possibly existing https version to your account. Click on your website on the Search Console homepage and enter under the gear icon “Website settings” which page Google should index.

Set the canonical tag

Also use the canonical tag to avoid duplicate content: It is placed in the header of the source code and shows the crawler which of the URLs is the original source. This can then look like this for the preferred domain:

<link rel = “canonical” href = “” />

But be careful: the canonical tag is not necessary everywhere and it can cause gross crawling errors if handled incorrectly. It may not appear in the body area of the page source text or be used twice in the metadata. Check out the guide on importance of Canonical Tags in SEO.

3. Technical requirements for indexing

Status Codes:

Also deal with the HTTP status codes of your site: Check regularly whether 301 redirects are not working or whether 404 status codes exist. Pages with this status cannot be found for potential readers and web crawlers. Links that refer to such sites are called “dead links”.

Robots.txt file:

The problem may also be in the robots.txt file. The robots.txt file is a text file that can be used to specify which areas of a domain may and may not be crawled by the search engine’s crawler. Webmasters can use it to influence the behaviour of search engine crawlers. Directories that should not be indexed can be marked with “Disallow”. The Comprehensive Guide to robots.txt File for SEO.

User agent: * Disallow

With this command, you tell web crawlers to ignore entire areas of the page. You can also find out whether the Googlebot is being blocked by the robots.txt with the “Access as by Google” report in the Search Console. By the way, after a relaunch at the latest, a thorough check of the robots.txt is generally recommended.

Metatag “noindex”:

With the entry “noindex” in the meta tags, a search engine robot is informed that the visited page should not be included in the index. With “noindex” webmasters have the possibility to influence the indexing of their pages. The use of the noindex tag can be useful for:

  • internal search results pages
  • double category pages
  • copyrighted content

“Nofollow” attribute:

The rel = “nofollow” attribute is a micro-distinction in the HTML code of a website. It is used to mark-up certain links so that they are not included in the formation of the Google index. The rel = “nofollow” attribute tells the search engine robots that crawl a website that they do not have to or may not follow this link.

4. WordPress settings

If you use WordPress as a content management system and your blog is not indexed, the solution can be very close. Check in the “Settings” area in the left column whether the “the Search Engine Visibility” function is not activated. Check the option. Save Changes, and it is! WordPress will update the robots.txt file to you automatically.

5. Bad Neighborhood

When you’ve bought a domain, you’re immediately wondering which backlinks are used to get new traffic to your site. Link farms or purchased links are of course, out of the question, rather high-quality links with a thematic reference. If your page is still not indexed, look into its history. Have previous owners possibly placed bad neighborhood links, spam or hidden elements on the site?

Explain the change of ownership to Google

If a bad link points to a website or an outbound link points to a website with many bad links, then that website is in a bad neighborhood and is losing its trust from Google. It can be a bad quality link if one of the websites violates the guidelines of search engines such as Google or Bing. If the site has received a previous penalty from Google and has been deindexed for this reason, submit a ” Request to review the site ” and explain to Google that you have unknowingly taken over a domain that unfortunately did not meet Google’s guidelines. Checking and re-indexing is possible, but may take some time.

Conclusion: indexing is mandatory

The indexing of the homepage and subpages are essential for your success on the Internet. So, take the time to check for any web crawling errors with the Google Search Console. Follow the webmaster guidelines, avoid bad links and hidden text. Technical pitfalls such as incorrectly programmed robots.txt files, “nofollows” in meta tags or multiple indexing are also common reasons for poor visibility. And of course, the content has to convince Google! This rarely works with a simple landing page without links.

Do you need any help regarding How to Get Website Indexed by Google? Or want to fix them? We are happy to assist you.

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Top 10 Tips for International SEO!

By | Date posted: | Last updated: April 23, 2021
International SEO

In international SEO, your global websites shouldn’t be the “copied and pasted” version of your home country website in different languages, although this is what happening to a lot of websites. Yes, translating and localizing website content is one of the first steps. But then you need to optimize the websites for the local audience of each country, from news and offers to the general user experience of the website. A website with popular and high performing content may not be as and may require additional editing and tweaking. While paying attention to each location, you need to keep an eye on the overall performance.

International SEO can be a crucial way for your business to improve reach. With a short research on the Internet you will find a competent contact person when it comes to the topic of SEO. There are many SEO agencies that specialize in international SEO in addition to normal SEO. This is where you can find the best advice and support for implementing SEO on your websites. In the following, several tips and tricks are described in more detail on how you can take advantage of international SEO. You can check out SEO Myths And Facts that you must know for SEO best Practice.

Tips for international SEO

1. Should you go global and what exactly is your market like?

If you are unsure of the opportunities in different countries, it is always a good idea to check out some market reports, statistics, and even your own website data.

Here is some information to help you decide or prioritize the countries/markets to search for.

Government and trade organizations websites provide the latest international business and trade news and statistics.

Many companies offer internet-related reports and statistics. There are also numerous websites with information on specific countries.

Your own analytics data. Do you see anyone from other countries visiting your site? Is there a country that sends more traffic to your website than others? It’s worth paying attention to, especially if some of them are already converting.

2. Do you need a site for each country?

If the market is big enough, it definitely is. Not only for SEO reasons, but also to provide a better user experience for local visitors, it is always better to have a separate website for each of your target countries. However, this may not be a viable option for you, at least not to begin with. In this case, you will have a website for each language spoken in your target country.

3. Which domain should you have – ccTLD or gTLD?

When you asked this question in 2008, answer has always been to go with a ccTLD. The reality is that not everyone can have this option for various reasons. In 2018, this has less of an impact on your SEO performance than the search engines. You also have other options for specifically geolocating the websites with Google.

4. What type of hosting should you get?

The website host’s location was one of the important signals for international SEO related to geo target. However, it is no longer so important that we have other ways to correctly display your website’s target market to search engines and regionally managed CDNs. The host location has a huge impact on page speed. Make sure that your site is quickly accessible in the target countries.

5. Have you observed the safety regulations in the respective country?

Every company is obliged to have electrical devices and machines, equipment and electrical systems checked at regular intervals. Occupational and operational safety are two essential principles for avoiding accidents and can be relevant for international SEO, depending on the selected target country and planned logistics. For example, if you operate a distribution warehouse abroad / in the respective country: If there is an accident at work, the certified results of the e-checks are decisive for the insurance to cover the costs.

Secure e-checks: employees work in accordance with ISO 9001: 2015

Both the testing of electrical systems and the testing of portable electrical equipment serve the early detection and elimination of wear and its consequences. Structurally regulated work processes, strict quality management and core competence ensure satisfied customers and legally secure results with a certificate.

The medium-sized company uses state-of-the-art technology and finds possible weak points, impending wear and tear and repair needs. Even if the test reveals a small deficiency, the client has the chance to receive the important certificate. Because the company’s employees can carry out the repairs directly on site and thus create the basis for passing the e-test. It is obvious that such a requirement entails monetary losses and operational downtimes and is an indicator for having the e-check carried out by a specialist in good time.

6. Google or not Google?

While Google is by far the most widely used search engine in the world, some countries have local search engines that are far more popular than Google. If your destination country is one of the countries which most widely used local search engine, you will need to be extra careful when monitoring these local locations and doing any additional optimization work.

7. Plan resources

One of the biggest challenges facing most global website companies, is finding local resources. Nobody has the luxury of having unlimited resources in every target country, and this can become a major bottleneck, especially since SEO is not a “one-time” project but requires continuous effort. The key is to plan ahead of time the distribution of tasks and responsibilities between headquarters and local offices:

Technical resources: IT and web operations

Language resources: Localization and optimization of content

Website data analysis: Reporting and discovering SEO opportunities

At this point, you may not have offices or representatives in other countries or resources available in local offices. In these cases, you have to consider whether you want to hire one or more external resources.

8. Research

An international SEO process should start with some initial research to validate the starting point and potential for each international market. This is a great way to prioritize and set your goal.

Your current international organic search status:

The first step is to find out the current visibility, traffic, conversions, and conversion rate of your international organic search by answering the following questions:

  • What other countries and languages already have organic search visibility and traffic?
  • How big is the volume and the trend of the visibility of the organic search and the hits from the individual countries and languages over time?
  • What keywords and pages generated search visibility and traffic for each of the best identified international markets?
  • What is the organic search click-through rate and the conversion rate of visitors from the most important international markets?
  • What sales volume and what trend are these international markets recording?

9. Targeting

In which countries is the organic search volume of relevant and relatively competitive keywords sufficient to offset your SEO efforts? Select these to set priorities in your international SEO process. If you have found that the organic search volume is insufficient for a particular country, you can first select the language. While this is not ideal as each version should be as targeted as possible for the audience, if you have found that traffic is too low when you rate each country individually, it is much higher when you target its language.

10. Optimization

After you’ve chosen the international web targeting you want and the type of structure to use, you need to tweak it to make sure it’s crawled, indexed, relevant, and provide the targeting signals you want to avoid misalignment in search results.

  • Crawlability and Indexability:

    Since each of your international web versions must be crawlable and indexable, they must be listed in their own URLs in the appropriate web structure and must not use scripts or cookies that do not allow search engines to index the content correctly.

  • Relevance:

    It is essential to translate or localize the various elements of the pages of each of your international versions using the keywords and phrases you identified during the initial research (if the country was selected). These elements include headings, URLs, meta tags, information, ratings, prices, contact details, etc.

If you are looking for the opportunity to boost your web presence to an international audience, international SEO would be a good choice. Do you need any help regarding your website’s SEO? We are happy to assist you. If you are looking for a website SEO, website analytics, digital marketing service and more, please explore our SEO Services! We are also providing regular website maintenance and support services. For more information, please explore our website maintenance services!

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How to Build stand out Content Marketing Strategies for B2B Organization?

By | Date posted: | Last updated: May 31, 2021
b2b Content Marketing

Content marketing has long been considered an important strategic measure in B2C. Now it is being discovered more and more by B2B – and rightly so, because business customers are already waiting for it.

Strictly speaking, there is no difference between a B2B and B2C content marketing concept. The only difference lies in the requirements of the industry target groups themselves. The fact that B2B providers are now discovering content marketing for themselves is primarily due to the fact that the needs of their target groups have changed.

The annual budget for digital content marketing is significantly higher in B2C than in B2B. The B2C sector has been expanding its image with content marketing for a long time, generating new customers and retaining existing customers, increasing leads and traffic and improving conversion rates on websites. For many B2B providers, however, the type of information management that content marketing entails is still new. Check out the guide on how B2b Content Marketing Strategies can be the best long-term marketing strategy. Check out the guide on how B2b Content Marketing Strategies can be the best long-term marketing strategy.

New B2B business model: Push becomes pull

In the past, it was a matter of “tracking down” business customers (or their representatives) in order to then address them directly (analogue). Sales made acquisitions over the phone, through advertising brochures and flyers, or with direct mail. The aim was to invite the potential customer to a meeting in which more in-depth information and options relating to the offer could be passed on.

And this is exactly where the decisive difference to the past lies – Most customers no longer want to be addressed directly. Those interested prefer to get their information themselves first – mostly on the Internet.

Educational content: From product to information marketing!

The need for information is very high, especially for complex products or larger purchasing volumes. After all, there is a great investment risk – which, by the way, is an important difference to B2C. For this reason, the research and decision-making process for buyers takes longer. The expectations of information and its depth are accordingly high.

The “new” demands of B2B target groups require new solutions and approaches in the provision of information. The content has to be easy to find, up-to-date, well researched and presented in a way that is easy to understand.

The current magic word for the industry: Educational Content. This is nothing more than content that is of high quality and aims to “educate” the reader, i.e. to provide the best possible information. This form of content enables companies to position themselves as experts and thus to create authority, credibility and trust. In addition, Google recognizes high-quality content and “rewards” it with a better ranking.

Speaking of Google: Before producing the content, an extensive SEO analysis include keyword research on the most important search terms of the target groups should be carried out. The search terms used by customers may in part differ from the company-specific (and internally requested) terms.

Website and formats intended for business customers

Another difference to B2C is that the website plays an even bigger role in B2B. In the past, the website of companies that maintained relationships with other companies functioned primarily as an archive for press releases, brief information in the catalogue as a prominent contact point for sales.

The B2B website should primarily address the new demands of the target group. It should therefore provide a direct overview of products, solutions as well as their functionalities and their usability. Content should move away from product marketing towards relevant information marketing. The customer’s need for information takes precedence over the company’s advertising messages. Values and visions can also be conveyed through practical experience of users or interviews with customers.

B2B touchpoints: Social media has come of age!

Creating high quality content in user-generated formats is important. It is at least as important that the content is visible to the target group.

In addition to SEO as the most important pull measure of the website, push measures should also be used. B2B buyers search for information on different channels depending on the industry, depending on their age, but also depending on the research phase. At the so-called touchpoints, providers can position their information and thus draw the attention of new customers to themselves.

Social media has grown up as a point of contact. Between September 2017 and October 2018 alone, the number of social media users grew by 320 million. According to study, around 70 percent more budget will be invested in social media marketing in the next five years.

Seed the trust for business customers: Native advertising

For the best possible performance of the content, targeted seeding, i.e. targeted distribution of the content with a marketing budget, is also recommended. Classic B2B measures such as email marketing and social media marketing are generally recommended. From a content marketing perspective, native advertising is particularly exciting. The content adapts to the media in which it is placed and is thus less clearly perceived as advertising. Especially the B2B content, which contains sophisticated information content, can be spread so delicately and in line with its intention.

A final recommendation: B2B providers who have not yet tailored their digital content to the new requirements of their target groups can drop out at an early stage in the purchase decision process. It is often younger, smaller companies that process their information better digitally and thus snatch customers away from the big and well-known brands. It is important that the provision of information starts as soon as possible.

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