February 2018 - Stellen Infotech Pvt Ltd

February 23, 2018

6 Reasons Why Stellen is The Best Company for Hybrid Mobile App Development

These days, Mobile marketing is an integral part of digital marketing. It is because a large number of people use the internet on mobile devices. Google, the world’s leading search engine, loves all those websites that are responsive to all mobile devices. While using the internet on mobile devices, most people like to use up-to-date apps to visit specific websites rather than typing their names in web browsers. So, there is a great demand for well-built, fast, good-looking and professional apps.

Big and small companies, after trying Native apps and Web apps, are turning towards hybrid apps to boost their business by leaps and bounds. What exactly are hybrid apps? What are their pros and cons? Is there any renowned company that offers Hybrid Mobile App Development services to needy individuals at affordable price tags? Let’s discuss all those points one by one.

Hybrid Mobile Apps

In simple terms, Hybrid mobile apps are just like other apps you use on your mobile devices. They are available on app stores. As per your needs, install them on your device to communicate with your friends, play games, take awesome pictures, etc.

Technically speaking, Hybrid mobile apps are created by combing different web technologies, such as JavaScript, CSS, and HTML. They are placed in a native application which makes use of the WebView of a mobile platform (Just think Webview as a browser-less window which is designed to run full screen).

It allows them to access the different capabilities of a mobile device, such as contacts, images, camera, accelerometer, videos, etc. You must keep in mind that all these capabilities are prohibited from inside mobile browsers in most of the cases.

Hybrid mobile apps are also featured with native UI elements. So, users can easily it on mobile devices. Some mobile app development companies play with codes in hybrid apps so that they can easily be used as progressive web applications and desktop applications.

Advantages & Disadvantages of Hybrid Apps

Advantages	Disadvantages
As hybrid apps contain native hardware features, they don’t have the mobile web” browser look.	犀利士 l, sans-serif;”>Automatic generation doesn’t work properly on all devices.
Its content is easily portable. You just need a native harness to run it.	Non-availability of troubleshooting or solutions to unprecedented problems that may flourish when you use the app.
You can easily distribute it on different app stores.	Be ready to pay extra fees for build-platforms used for the creation of hybrid frameworks.
It can be used both online and offline.	If the App store comes to know that your app is not native, it can be removed from the app store.
	Lower monetization and distribution potential if your app is not published on major app stores.
	Most hybrid apps are created with HTML5. So, they need the support of the system’s browser to run the application. External parties can easily penetrate the app’s security wall and disturb their normal operation.
	A slower performance of an app is possible due to the lack of pure UI assets of iOS or Android.
	The developers of hybrid apps have to rely on third parties (to create hybrid applications on the new iOS) when a new iOS version is launched.

When it comes to the creation of Hybrid apps, Stellen Infotech leads from the front. This mobile app development company has a team of dedicated, well-trained and experienced app developers. They have the expertise to create all types of hybrid apps that will help you to display your core business idea to the targeted audience in an engaging way and generate leads. Here are 6 reasons why Stellen Infotech is the best company for the creation of hybrid apps:

1. Extensive Market Research Before App Creation

The majority of mobile app development companies have lots of projects in hand at the same time. So, they don’t conduct the required market research for the creation of customer-oriented hybrid apps as by the demands of clients. With Stellen Infotech, you don’t face such hassles.

When you approach this company with your hybrid app development project, its developers conduct extensive market research. They study the latest business trends under your niche and suggest you some blueprints. Once you finalize a particular blueprint, they start the app development work without making any further delay. They offer the ready-to-use hybrid app to you on the scheduled date.

2. Stellen Infotech Is Economical Compared to Others

There are many mobile app development companies that offer hybrid mobile app development services to clients/customers. But, their services are costly. Start-up companies, individual entrepreneurs and small-scale companies have a limited budget for online marketing of their products/services. So, they can resort to Stellen Infotech to get feature-rich hybrid apps at affordable price tags.

3. Hybrid Apps for Online and Offline Use

On a number of occasions, tech-savvy individuals don’t have access to the internet on their mobile devices. Doesn’t it mean they should stop using their favorite mobile apps? No, not at all. Mobile app developers of this company create hybrid apps in such a way that they can easily be used both online and offline.

4. Quick Performed Is Guaranteed

Mobile app developers of this company use different Frameworks and the latest technologies for the creation of hybrid apps. So, clients get hybrid apps that work quicker than a general mobile app. They use only the necessary graphics to ensure that the app loads quickly on mobile devices.

5. User Experience Is Always A Priority

User experience matters a lot and determines whether the app will win appreciation from the targeted audience or not. Mobile app developers of this company prioritize user’s need while creating hybrid apps. So, they load it with all the necessary features, making it easier for users to use the app without facing any problem.

6. Compatibility With All Major App Stores

Hybrid apps created by Stellen Infotech are compatible with all major mobile app stores. So, you can upload your hybrid apps on all leading mobile app stores and reach out to a large number of mobile internet users easily. Just request them to download your hybrid app and start using it for the promotion of your business.

Concluding Remarks

The acceptance of hybrid apps is increasing in the business world. If you are a looking for a mobile app development company that could help you get the best hybrid app for your business, Stellen Infotech is the best bet you can make without having any second thoughts in mind.

February 20, 2018

7 Business Trends You Should Know Before Even Starting Your Business

There are millions of people around the world that are not fond of 9 to 5 Jobs. After completing their studies, they tend to start their own businesses. It is because they want to do justice with the talent they are gifted with, follow new business trends, provide job opportunities to others and earn lots of money.

Key Business Sectors & Profitability Index

Business Sectors	Profitability Index
IT and software development	67%
Advertising, PR-services, and media	71%
National and International Trade	78%
Finance, Insurance & Banking	71%
Business services	63%
On-Demand Food Industry	60%
Pharmaceuticals and medicine	29%
Others	59%

One must always keep in mind that the business world is already full of small and big players. Several new start-up companies surface in the business world almost every week or month. So, before starting a new business, every entrepreneur needs to know the latest business trends. Do you know the main business trends that are in practice these days? If not, then read this article to enrich your knowledge and take a solid decision accordingly.

1. Rapidly Increasing Demand for Personalized Websites

Today’s highly knowledgeable, modern and tech-savvy people explore a wide range of products/services on the global internet. So, you can’t get the desired success if your business doesn’t have a solid online presence. With a website, E-commerce portal, business site, and blog, you can easily reach out to the targeted audience and cultivate multiple business opportunities.
Even if you have a professional and eye-catching website, there is no guarantee that visitors will deal with your brand for a long period of time. Today, visitors demand personalized websites. So, it becomes necessary for you to contact an expert IT company and get a professional, eye-catching, and feature-rich website keeping the personalization needs of visitors in mind.

2. Artificial Intelligence Has Entered in Mainstream Business Areas

It seems that the evolution from the brain to artificial intelligence is more radical than from monkey to person. In fact, artificial intelligence is a broad concept from the business point of view. It includes several factors, such as machine learning, computer vision, forecasting, etc. Because of its ability to process data faster and more successfully than the human brain, all major business firms are using AI.

It is because Artificial Intelligence can drastically change the face of businesses. Big companies like Google, Apple, Amazon, Uber, Starbucks- all use AI to easily address the needs of a large number of customers.

AI helps them to cut costs, increase profits and improve productivity up to a great extent. As per Facebook, more than 10,000 companies are developing chatbots. It is estimated that the use of chatbots in the medical and financial sector can help companies save up to $20 million per year and $8 billion by 2022.

3. Business Automation is in Full Flow

All business organizations always tend to reduce operational cost and increase profitability. For them, business automation is very helpful. In fact, business automation is a process in which companies use robots, AI, different internet technologies to replace the non-performing staff and make human labor more effective. See some examples of business Automation:

Manual Business Practices	Effects	Business Automation practices	Advantages
Waiters taking orders from customers and processing their payments.	It takes a lot of time and only a few customers are served perfectly.	The Use of robots take orders and process payments in hotels and restaurants	Easy handling of customer’s request and their 100% satisfaction.
Manual Accounting and invoicing	It takes a lot of time and chances of mistakes are always higher.	Automated accounting and billing with the help of on-demand apps and Robots.	Error-free billing and accounting.

4. The Rapidly Increasing Use of Cryptocurrencies

These days, major business firms, financial organizations, business tycoons are crazy about different Cryptocurrencies. In simple words, Cryptocurrency is a new generation of virtual money. It is a worthy competitor to the fiat money (state currencies). It is believed that the increasing use of different cryptocurrencies will completely supersede general currencies from electronic payments.

As the cost of using the fiat money is influenced by government decisions, the economies of countries, and international trade, individuals are rapidly turning to cryptocurrencies. This enables them to make numerous financial transactions anonymously and without the involvement of different government and financial institutions. Just see the major advantages and disadvantages of using cryptocurrencies-

Advantages	Disadvantages
Accessible to All on the Global Internet	The absence of a central regulator
24*7/365 days Earning opportunities	Impossible to recover the money paid through an erroneous payment.
No lengthy Taxation	High risk of bankruptcy in crypto-instruments.
Minimal fees for making transactions	All cryptocurrencies are highly volatile.
Used Globally. (Some countries don’t recognize the use of cryptocurrencies. So, study the local laws before using cryptocurrencies in your business activities)

5. Increased Use of Machine Learning in Different Business Areas

Machine learning is a set of mathematical methods which enable to solve complex problems easily by using common algorithms. In Simple language, machine learning is a method to analyze the large data in one go. With its help, computers can be programmed to identify certain patterns and perform certain duties. For example- identifying defective items on the conveyor, segmenting potentially high-yield customers, etc.

The algorithms of machine learning are universal and not tied to a particular business. A number of business activities can easily be performed with the help of machine learning, such as analysis of traffic flow in the city, recognition of speech, the possibility of a slab defect in the ferrous metallurgy, etc. See the use of machine learning in different business activities:

Industries	The use of machine learning
Asset Management in the Securities Market	47%
Large data analytics	46.40%
Risk Management	37.50%
Cybersecurity	35.10%
Optimization of the sales system	30.40%
Credit scoring	28.60%
Optimization of pricing policy	26.80%

6. Hassle-Free banking is Essential for Business Development

Hassle-free banking services are the foundation of successful business organizations. These days, companies make deals in B2B, B2C, and other business formats. So, they don’t have sufficient time for getting involved in manual banking activities. Today’s young generation wants to avail almost all banking services at his/her fingertips.

So, the banking sector is updating itself gradually. Different banking activities- issuing ATM cards, approvals of loans, fund transfers, maintenance of bank account, operations with foreign currency, etc have become easier and comfortable. Therefore, as a business owner, you need to get acquainted with all new developments in the banking sector.

7. Special Emphasis on Small Business Cross-Channel Marketing

These days, business organizations don’t want to bank on a single supplier to meet different needs. So, the scope of cross-channel strategic advertising is increasing with each passing day. Big business organizations have separate vendors for website promotion, transportation, and logistics, banking, etc. It enables them to bargain and make business deals on reasonable terms and conditions.

Concluding Remarks

A good number of folks want to set up their business ventures to serve a large number of customers and mint money in an easy way. They must keep the latest business trends in mind to get the long-awaited success in the business they start.

February 15, 2018

Top 6 Digital Trends to transform the banking sector in 2018

Information technology makes a big contribution to increasing the efficiency and productivity of most business processes. Digital trends help companies to gain a competitive advantage in the market. IT has already entered into different industries. Banking section is not an exception to it.

These days, the young generation doesn’t like to go to the bank to avail of different banking facilities. They want to access almost all banking services easily and instantly at their doorstep. As a result, banks have gone online. They adopt digital transformation trends from-to-time to serve their customers in an easy way.

API, artificial intelligence, convenient mobile banking, new forms of secure authentication and Internet of things, etc are helping banks to reach out to a large number of customers. So, what are the top 6 digital transformation trends that are likely to dominate the banking sector in 2018? Let’s research and find out

1. Banks Will Broaden Their Services With API

The full form of the API is the application programming interface. It is very useful for software integration. It allows banks and customers to exchange information and make transactions easily. Technically speaking, APIs are software intermediaries that facilitate the connection and operation between two different applications to provide new services to clients/customers.

Different banks have been using APIs for many years. It is because they provide opportunities to implement innovative contextual solutions that are not possible without opening banking services. As per the report compiled by IDC consulting company, by the end of 2018, 50% of all banks in the world will be using at least five external APIs.

Therefore, banks are rapidly coping with IT companies with the help of APIs. In some countries, the use of APIs is made mandatory by the regulatory bodies. Now, banks use third-party APIs to allow customers to know the status of their accounts easily and make transactions quickly.

2. Biometric Identification Will Be the order of The Day

Security has always been a cause for concern for banks. Nothing will change significantly in 2018. Banks will look for ways to add new levels of security to their services in 2018. We all know that scams and financial misappropriations keep taking place in banking sectors. To check the growing tendency of fraudulent activities, all banks are using bio-metric identification method. In 2018, its use is likely to continue further. Banks, in consultation with credit rating agencies, will be able to have complete information about customers before making transactions.

After the implementation of biometric identification, customers can protect their hard-earned money. It also helps banks to reduce the cost which is spent on tracking fraudulent activities in the banking sector.

The experts of the banking industry believe that the cost of implementing a biometric authentication system will grow by 20%. Currently, customers are authenticating payments on smartphones with a fingerprint. Banks will use face recognition systems and user identification based on the voice pattern to stop financial scams and frauds.

3. Artificial Intelligence Will Improve Client’s Experience

Artificial intelligence will help banks automate different banking tasks and improve the quality of customer service up to a great extent. In 2018, different banks will start using AI to demonstrate corporate data to customers in an easy way. This will help them to eliminate the problems related to the complex basic systems and serve customers quickly.

Banks have to deal with large groups of clients/customers every day. So, they come across several customers with different buying habits, motivators and satisfaction factors. Because of AI, it is possible for them to know the needs of each individual separately and serve them accordingly.

However, it is important to note that AI will not replace the banking staff completely. In the near future, there is no possibility that the entire banking system will come under the control of the AI. But, AI can help banks to automate banking works and improve customer service with the help of chatbots.

Several financial and banking experts argue that AI costs around 50-90% less than regular employees. So, it is expected that banks will invest more in AI to improve their efficiency and maintain high-quality customer service. This happens because of the rapidly growing popularity of on-demand Economy and Apps. In the next 2-3 years, banks will start introducing AI in their applications. So, it will benefit bank customers in different ways.

4. The Use of IoT Will Get Increased in Banks on A Small Scale

In 2018, banks will keep using the Internet of things. In 2019, it is possible that banks will test IW technologies in their offices to ensure high attendance of employees. For this, banks need to observe how customers will react to sensors in such offices. If everything goes well, it will help banks to expand their business activities and improve the overall level of customer service.

For example- banks can use beacons or sensors for biometric authentication of customers who are present in offices. They can transfer the received data to an ATM. It will help that particular ATM to preliminarily prepare withdrawal parameters based on the customer’s preferences. It will help customers to receive money easily and immediately. Such a transaction can increase the popularity of the Internet for things and satisfy customer expectations completely.

5. Mobile Banking Will Become Hassle-Free

In 2018, Mobile banking will become easier to use because of the new technologies. It is believed that consumers will increasingly prefer mobile banking to standard banking service. It will happen because their digital, user and client experience become perfect and information based. This will facilitate seamless digital banking between consumer and business, one-click customer payments, etc.

6. Say Hello to Cryptocurrencies

Conventional financial transactions involve banks, financial authorities, and other third parties. It delays the pace of financial transactions. So, now big companies, financial firms, and entrepreneurs are turning towards different cryptocurrencies. In simple terms, cryptocurrencies are digital money that doesn’t require any authentication from government and third parties to complete transactions. So, its use is increasing with each passing day despite several initiates by different countries of the world to restrict its circulation. Just know whether the use of cryptocurrencies is legal/illegal in your country and use it accordingly.

Final Words

Technological advancements challenge the hegemony of traditional organizations. The banking sector is not an exception to it. Banks and folks of this sector must know the above-mentioned digital advancements that are likely to prevail in 2018.

February 9, 2018

Top 7 Breakthroughs in Internet Technologies That Will Change the World

Today’s modern & tech-savvy world is very dynamic. Every day brings new scientific discoveries and advancement in internet technologies. All these new technologies can radically change a person’s life if used well. In simple words, Internet technology stands for a variety of technologies and services that are used in modern communication protocols over the global internet. Today, in this post, we will talk about the Top 7 Breakthroughs in Internet Technologies That Will Change the World forever. So, let’s start the journey now.

1. Neural networks :

Probability: 95%

Computers based on neural network technologies are rapidly changing the life of tech-savvy people. Previously, it was beyond the power of conventional computers to act like a human even with the assistance of programming language. Now, supercomputers based on neural network technologies can be used in day-to-day operations. Therefore, they will displace the cars and people from various walks of life. “Smart” machines with neural networks (such as Voice assistants, Robots, self-managed cars, etc,) will change our life forever.

2. Quantum Communication :

Probability: 95%

Quantum coupling and quantum computers are the two new buzz words of the tech-world. But, the use of quantum computers is still very on a global scale. But, its acceptance is growing with each passing day. Recently, China has launched its first experimental quantum communication satellite. It is estimated that the volume of the quantum communication market will grow up to 7.5 billion US dollars in the next 5 years.

Why this technology is important for us. You must know that the Chinese satellite can transmit keys that are not intercepted from orbit to Earth. As per the industry experts, the launch of more such satellites into the earth’s orbit will create a global quantum communication network by 2030. The wide introduction of quantum communication lines will change our life completely. In the future, Roads will be driven by unmanned vehicles and drones will float in the sky. Nothing can prevent this from happening.

3. Ubiquitous Application of Blockchain Technology :

Probability: 65%

The rapidly increasing use of blockchain technology will affect all industries. Leading banks, Multinational firms, and financial companies have started to use this open-source block-banking technology (a digital currency) to overhaul the banking structures and allow customers to make transactions easily and quickly.

If you are familiar with the popular Bitcoin cryptocurrency, then you will have no difficulty to understand this peer-to-peer payment system. Numerous miners around the world are producing bitcoins on their computers. In simple words, the mining of cryptocurrency is the verification of online transactions over connected computer networks. Today, different governments of the world and leading financial institutions are interested in this technology.

It is actually a distributed database which consists of blocks of information. Each such block contains records of transactions committed by participants in the system. These blocks are accumulated on the computers of the participants in the system. This makes hacking and changing the database an extremely herculean task.

Blockchain cryptocurrency and technology get rid of the many cialtad costs accompanying cash transactions and increase their speed. It is also a nice repayment of SWIFT. This technology also allows people to abandon the regulator. In several countries, state financial regulators and the law enforcement agencies oppose the use of this technology. So, you need to be careful while using this technology.

4. Virtual Reality :

Probablity:62%

In simple words, Virtual reality (VR) aims to help people experience non-existing things through computers. Its use is likely to enter in all walks of life apart from the IT sector. Due to the increasing popularity of video games, gaming companies are developing sophisticated ways to give players an unforgettable experience. To make this possible, various companies produce a variety of products for immersion in virtual reality.

5. 4D Printers :

Probability: 80%

You must have heard about 3D printers. But, do you know the existence of 4D printers? Both printers perform one task- print documents, images and photos. But, 4D printers are capable of changing under external influence. The simple reality is that our living conditions are constantly changing. So, what we used on the last day, may no longer be needed for the next day/week/year. Therefore, researchers have created 4D printers that surprisingly adapt to all types of changes in the environment, damage and other potential hazards automatically. It will transform the paper printing industry up to a great extent.

6. Artificial Intelligence :

Probability: 85%

In simple words, Artificial Intelligence aims to the development of computer systems that are capable of thinking like a human and performing different tasks as per instructions. The use of AI is increasing on the digital landscape. Many optimistic results have been achieved here in the last one decade. Robots and self-learning algorithms are some of the fine examples of high-grade artificial intelligence.

7. Sensitive Drones :

Probability: 95%

Today, Drones are being used in the most diverse spheres of human life, such as in agriculture, aviation, defense, agriculture. One must always keep in mind that the construction of drones is extremely simple. There is less probability of failure. No special weather conditions or operator skills are required to use this technique.

A drone can its tasks at a minimum height and a very small area. It moves precisely along the given coordinates. It allows you to follow the route exactly and achieve the maximum quality and productivity of the work. Food delivery through drones, treatment of crops from pests with the help of drones, saves both time and money.

Drones are operated on battery power in most of the cases. So, they don’t contaminate the environment with exhaust fumes. Farmers use drones to make the exact use of pesticides and other agricultural materials. Energy-saving technologies of drones eliminate the need for the manual labor of many hired workers and help companies to provide their services/products easily and quickly.

Final Remarks :

New Internet technologies are rolling out every year. These are the top 7 Breakthroughs in Internet Technologies that have huge potential to change human life significantly.

Does Artificial Intelligence Matter in PPC Campaigns?

February 3, 2018

Does AI Matter in PPC Campaigns?

AI now runs most of the day-to-day decisions in a PPC account. Setting bids, picking audiences, testing ad variations, all of that used to be done by hand, and now runs inside the ad platforms themselves through machine learning. The real question isn’t whether to use AI in a PPC campaign. It’s how much control to hand over, and where a human still needs to step in.

Here’s what AI actually does in a modern PPC account, and where it still falls short.

Smart Bidding Handles Most Bid Decisions Now

Manually adjusting bids by hour or by keyword used to be a core PPC skill. That work has largely moved to automated bidding strategies like Target CPA, Target ROAS, and Maximize Conversions, which adjust bids in real time based on device, location, time of day, and dozens of other signals a person couldn’t realistically track by hand.

There’s a catch worth knowing before turning this on: Smart Bidding needs a decent volume of conversion data to work well, generally upwards of 100 conversions a month per campaign. Below that, the algorithm doesn’t have enough signal, and results can swing 20 to 30 percent week to week while it’s still learning. For a small or seasonal account, jumping straight to full automation can do more harm than good.

Performance Max and Advantage+ Run Whole Campaigns, Not Just Bids

Google’s Performance Max and Meta’s Advantage+ campaigns take automation further, handling bidding, audience targeting, and creative rotation across an entire campaign rather than one setting at a time. Performance Max now drives a large share of Google’s ad clicks, and Microsoft has followed with its own automated Copilot-driven campaign types.

The trade-off is visibility. These campaign types give advertisers less granular control over exactly where an ad shows up, in exchange for performance that’s often hard to match manually. Whether that trade is worth it depends on how much a business needs channel-level reporting versus overall results.

AI Writes and Tests Ad Creative

Responsive search ads, AI-generated headlines, and automated creative testing are now standard, not a novelty. A large share of PPC professionals already use generative AI tools regularly for writing ad copy and researching keywords.

What AI still doesn’t do well on its own is make creative genuinely interesting. It can generate variations and figure out which one performs best, but someone still has to feed it real, distinctive source material, actual product photos instead of stock images, short and specific video instead of generic footage. Automation optimizes what it’s given; it doesn’t invent a better idea from nothing.

Predictive Targeting Finds Likely Buyers Before They Click

Instead of an advertiser manually guessing which audience segments to target, AI models now analyze search and behavior patterns to predict who’s likely to convert, then bid more aggressively on those users automatically. This has become more important, not less, since third-party cookie tracking has kept shrinking; platforms lean harder on first-party data (site visits, past purchases, CRM data) as the fuel for these predictions.

That’s worth flagging directly: a PPC account with messy or incomplete conversion tracking gives these systems bad signal to work from, and bad signal produces bad automated decisions no matter how advanced the underlying model is. Clean tracking has become more important precisely because AI depends on it so heavily.

Where a Person Still Needs to Be Involved

AI in PPC is genuinely good at processing scale, more signals, faster, and more consistently than a person managing bids by hand. It’s not good at deciding what the campaign should actually be optimizing for.

Maximizing short-term return on ad spend, for example, can look great inside the platform’s dashboard while quietly starving the upper-funnel activity that brings in new customers down the line. That’s a strategic call, not something an algorithm decides on its own. A PPC manager’s job has shifted from clicking bid adjustments to setting the right goals, feeding the system clean data, and supplying creative worth testing in the first place.

Frequently Asked Questions

Should I turn on automated bidding for a new PPC account? Not immediately in most cases. Automated bidding performs best with enough conversion volume to learn from, generally 100 or more conversions per month per campaign. A newer or smaller account often gets more reliable results starting with manual or semi-automated bidding until enough data builds up.

Does Performance Max replace the need for a PPC strategy? No. Performance Max automates execution across channels, but someone still needs to set the right goals, supply strong creative, and make sure conversion tracking is accurate. Automation optimizes toward whatever it’s told to optimize for, so a poorly defined goal just gets automated too.

Can AI write my ad copy for me? It can generate and test variations of ad copy quickly, and most PPC professionals already use it for that. It’s less reliable at creating a genuinely distinctive idea from scratch, so the strongest results still come from a person providing real creative direction and AI handling the testing at scale.

Is manual PPC management obsolete? Not entirely, but its role has changed. Instead of adjusting individual bids, a PPC manager today focuses more on strategy, clean data, and creative quality, the parts of the job that automation still can’t do well on its own.

Getting PPC and AI Working Together

AI has changed what day-to-day PPC management looks like, but it hasn’t removed the need for a clear strategy behind it. At Stellen Infotech, our digital marketing team works with these automated tools directly, setting up the tracking, creative, and campaign structure that AI-driven bidding actually needs to perform well, rather than switching it on and hoping for the best. If you want a second look at how your PPC accounts are set up, get in touch and we can walk through it together.

February 1, 2018

Optimizing Your Website for Rank Brain – A Definitive Guide

Spoiler alert: The amount of searches on the internet is still growing rapidly and with that, Google is doing all that it can to keep to its core mission statement, “to organize the world’s information and make it universally accessible and useful.”.

Enter Rank Brain

Rank Brain is a machine learning AI (Artificial Intelligence) patented by Google to address the ever increasing, never before seen searches that are now appearing in the millions. Something that is new to Google in recent years. The premise behind this machine learning algorithm is for it to take user searches and match those searches to a user’s intent.

Rank Brain challenges the traditional approach to keyword research. In the past keyword research was typically conducted to address high volume keywords that you want a webpage to rank for. Now, however, voice search has changed the rules. Google wants to give results that are geared towards a particular user based on answering their queries as thoroughly as possible. In the past, Google’s search engine would match a few keywords to the page based on if the content was present in key spots within the website (among other factors).

Nowadays, Rank Brain, when served with a conversational, and rarely searched keyword topic, takes into account the entirety of a website’s content as well as what it thinks the users want. This shift in content related searches gears search more towards the user and further away from bloated and keyword stuffed websites.

Many of these types of searches have come to fruition through new technologies that revolve around voice search. Voice search encompasses a conversational approach to search creating long-tailed keywords on steroids. With our natural conversational approaches and the fact that by 2020 voice search will total more than 50% of all searches, there are no misconceptions as to why Google created Rank Brain and where search results are headed.

On top of this, a recent study by a Denver SEO company, Infront Webworks suggested that 22% of people searching have made a purchase using voice search alone. In 2018, optimizing for voice search and Rank Brain go hand in hand.

Optimizing Content for Rank Brain (and voice search)

Understanding what Google is looking for is the first step. White Hat SEO has always relied on this tactic. To be successful as an SEO one must appease Google and conform to their standards.
The key here is to look at Google’s mission statement, especially the last part. Making information universally useful, is what your content should be all about.

Creating Valuable Content for Google and Users

A few years ago, the trend in content was to write for keywords. This won’t fly with Rank Brain. Content should be written for the user. Today, the first step before writing any content is to identify who the content is for. Often referred to as personas, this is the typical customer for your website.
Ask yourself:

Who is my typical customer?
Where do they live?
How old are they?
What questions typically come up during the buying process?
Do they use different terms for industry standard names while searching?

Once answered, write them down and keep this information in a safe place. As you refine your content, you can also refine your customer personas and ultimately refine your content to answer common questions perfectly. Something that search engines love.

Once you understand your customers and know who you are writing for the magic will start to happen. Writing in the customers vernacular and straying from industry terms within your content helps.

Now begins the writing. The goal is, once again to answer questions perfectly. This helps the website become an authority in its niche. Keep your content clear and concise and always write for the reader. Voice search comes from those micro-moments when a person has a curiosity to fulfill, typically in the form of a question.

Adding questions to your content in the form of header tags is one strategy. What are those common questions that your customers constantly ask you? Follow up with a thorough and thoughtful answer to these questions. Be informative and dive deep into the answers without adding extra fluff to the answer.

By doing so a couple of things might happen. One, you may free up some of your customer service time by answering those questions which are a win in and of itself, and secondly, you are solving a search query with a well thought out answer which only can have positive results for your keyword rankings. By answering these questions well, you also have a chance for ranking in position zero, also known as Google’s quick answer box which is a huge topic in SEO right now.

Below is an example of the power of this technique. By answering questions thoroughly within your content you have a good chance at being in this coveted spot. The beauty of this is that you don’t need to be in the first organic position to be included in Google’s answer box, although it does help to be on the first or second page.

When answering these questions, it also helps to use bulleted or numbered lists, as studies suggest these get top consideration for position zero.

When answering these questions, it also helps to use bulleted or numbered lists, as studies suggest these get top consideration for position zero. Formatting your text in such a way also helps with the user experience (UX) that is said to be incorporated into Rank Brains subtle ranking process. Speculation that Rank Brain looks at factors such as bounce rate, direct traffic and other behaviors to serve the best results is probable.

Good user experience is a must. Google takes note of user on-page behavior. By incorporating relevant images, video, bullet points and ordered lists people typically become more engaged and therefore do not bounce back to the search page. Rank Brain will upgrade your information as a result.

Writing in a natural tone also shows to keep the user involved. You will want to answer their questions as quickly as possible first and use internal linking wisely to expand on those questions. Often one question leads to more, and by allowing the user to link directly to a sub-question not only keeps them engaged but also helps Google’s crawlers understand the concept of your website in its entirety.

Always Keep Revising Your Content for SEO and Conversions

As customer trends change, results for your content will change for better or for worse. Using your content to address this is vital. One best practice is using data from Google’s search console to enhance your keyword positions.
First, you will want to take a look at your search analytics inside the Search Console and click the position tab to identify all searches that fall on the 2nd page.

This will give you an idea of where to start and what to write abou犀利士 t.

By looking at the above list about RV sales in Colorado some topic ideas come to mind. Creating an article that answers all kinds of questions about fifth wheel toy haulers, for example, would be a good starting point.
Identify who the user is and answer commonly asked questions they may have. Topics that come to mind might be:
• What kind of off-road toys fit in the fifth wheel toy hauler?
• How many ATVs can you squeeze into toy haulers?
• What brand of toy haulers do you sell?
• How much is a fifth wheel toy hauler?
• Etc.

Adding better content centered around already ranking keywords can be a quick SEO win and boost your rankings overnight.

Taking Rank brain SEO to the Next

Rank Brain is said to be the third most important ranking factor in Google’s algorithm these days. This puts a huge emphasis on content. By simply understanding that writing in a natural and conversational human approach and staying away from writing for search engines is only the beginning.

Ditch Exact Match Keywords :
Seek out longer phrases and broader terminology that people will more than likely search for. Making this SEO leap sounds counterintuitive, however, letting this assumption go in this day and age of search is important. Understanding that Rankbrain will make this jump and connect the dots between long tails is where you will see the results.

Narrowing Your Topics Down

Marketers of the past will cover website topics in a generic tone for fear of limiting their audience. This is all wrong.

First off, statistics show that long-tailed keywords tend to convert better. Second, remember we are writing for a particular customer persona. These personas ask specific questions. If you are shooting for broad surface topics, you will never drill down the answer for your customer.
Think about it…

Have you ever searched for something and not gotten a specific answer, returning to the results page to seek elsewhere?

The answer is probably yes. Rank Brain understands your general topic based on your ability to answer these more precise questions.

Don’t be afraid to answer funneled down questions for fear of losing that one-word keyword search. This approach will enhance those topical keywords along with your more conversational keyword approach.

Know What Is Useful to Your Reader

Assuming the mindset that people will want to read your article based on your writings ability to hold a keyword density of 1.5% is completely backward and still many SEO’s write with this guideline. It is Rank Brain’s lifelong goal to rank websites that users care to seek. Creating content that users find useful is the only way to write. Chasing goals such as keyword density make for awkward wording and an unnatural tone. Completely counterintuitive to the premise of the algorithm.

Optimize Towards Mobile Search

The world has gone mobile. An uncontested fact. Mobile is everywhere and now more than ever people are using voice search on their internet-connected devices. By optimizing for RankBrain, you are also optimizing for mobile search throughout your content.
By improving the mobile experience for users you have the ability to also improve your rankings. For some time, Google has been buzzing about a dedicated mobile-first strategy. There is quite a bit of emphasis on this particular mobile-first search engine that mobile optimization these days is simply not an option.

There are many factors that go into mobile optimization as well. If you can improve any of the following you will be in good shape to capitalize on RankBrain SEO.
For example:
• Mobile responsiveness
• Fast load times
• Image compression
• Unordered Lists
• Not using intrusive Interstitials
• Etc

Keep it Engaging Through Story

Keeping the user engaged is highly important. Why would someone want to read something that has been said a million times before?

If you put a personal spin on your topics by relating to it on a personal level, you will inevitably engage the user. Lessening bounce rates and keeping users on the page will make Rank Brain smile.
A personal touch such as a metaphor or adding an interesting case study may be all you need to encourage visitor interaction. It also keeps the content highly conversational which is important. These micro-moments add value to the buyer’s journey and ultimately conversion.

Putting it all Together

The land of search can be a confusing arena to be thrown into. By understanding the intent of what Google is after and gearing our websites to address these needs we become good SEOs and Marketers by default. Of course, there are several layers within every algorithm but understanding each element can help us improve the web in its entirety.
Google has figured out a way to put people first instead of keywords and its name is Rank Brain.