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Pushkarraj Mehta

Skype V/s Zoom: What really happened

Skype V/s Zoom: Why Skype lost?

Skype Vs Zoom Vs Meet

Skype V/s Zoom: Why Skype lost

When Microsoft purchased Skype in May 2011 for 8.5 Billion they did not see the current WFH situation due to the corona virus, but it for sure did not see zoom coming in and taking 90% of their market away for which Skype stood its ground for the last 14 years.

2011 was the same year that Zoom and Snapchat were founded, and Apple launched the iPhone 4S. Skype had more than 100 million active users back then, and 8 million of those were paying to use the service to make and receive calls using the voice over internet protocol (VoIP).

With most organisations using and familiar with Microsoft Office, Skype would be the logical choice/ platform to opt in to for businesses.
To prove a marketeer’s point, Skype found itself out of sight, out of mind, replaced by an app half its age: Zoom.

What happened?

Microsoft already had VoIP telecommunications software built into its programs, including Windows Live Messenger. Microsoft wanted to capture the essence through the acquisition of a very popular consumer product. Skype was cool, before Skype was a product.

When the buzz didn’t move over, Microsoft doubled down on trying to make it compete with everyday communication apps, while sacrificing the thing that made it most useful: reliable video calling. They did a redesign of the app and tried to make it a bit more sexy, young and fresh to compete with the WhatsApps and Telegrams of the world.

They even tried  using “mojis”, Skype’s version of emojis and tired to steal the UI from snapchat. While playing catchup, the brand lost its way and didn’t focus on the core functionality – Ensuring the video call quality remained top notch.

By June 2017 the average app store rating for Skype dropped from 3.5 stars to 1.5 stars.

While Skype was trying to clean up its act, Zoom started adding relevant features and firming up the quality of calls to result in fewer dropped lines. Quality > Number of features

By July 2021, Microsoft wanted Skype to disappear and anyone wanting to make a business video call through Microsoft products will instead have to use Teams.

An April 2020 survey of 1,110 US companies by Creative Strategies showed that 27 per cent of businesses primarily used Zoom for video calls and meetings, compared to 18 per cent that used Teams, and 15 per cent that used Skype. Many companies had quietly moved over from Skype to Zoom in the intervening years as Skype added more and more features that didn’t fit the core functionality of the service: producing decent quality video calls.

And so…..when coronavirus hit, what in the first half of 2017 would have been a call to download Skype to keep in touch instead became a demand to download Zoom.

“Zoom has become the poster child for video conference, both from a consumer and corporate perspective. If you look at the strength of Skype and Teams combined, they should be the ones having the Zoom moment but they’re not.

It’s marketing, and a lot of people think of Skype as yesterday’s video calling.” That’s echoed in the news coverage of video conferencing: according to data compiled by Muck Rack, a website collating journalism produced around the world, between May 2019 and February 2020, Skype invested in media discussion around video conferencing. But when journalists started having to recommend software to use, they began mentioning Zoom more and more at the expense of Skype and other competitors. In March, Skype was mentioned in 51,000 articles, while Zoom gained mentions in 60,000 stories. By April, Skype remained the same, written about in 50,000 articles, while Zoom was included in 195,000 stories.


What went wrong for Skype, where Zoom picked up the pieces well:

a. Easy to install – Installing/ using zoom was easier than Skype by far. Onboarding is the biggest barrier to entry for apps. Zoom enabled a browser feature and acquired new customers easily.

b. No Bugs – Skype started having a lot of bugs to accommodate the new UI and features. Zoom, kept it simple and was bug free.

c. Spam – Remember secret texts and spams messages on Skype? Don’t want that anymore.

Common sense takes over and During Covid-19 we made the decision to switch to Zoom from Skype, as it offers us the features we’re looking for – reliable video calling.

From a business side, the companies that experienced quality issues with Skype in recent months, didn’t encounter them on Zoom. They also found that they were increasingly alone in using Skype. More and more of their clients are using Zoom, which means they already have the platform installed and are ready to go. And clients that don’t use Zoom have no issues connecting to the browser version.

Zoom has to now deal with security challenges, but that’s another problem altogether.

So what will be Skype’s legacy, What Happened to Skype? What will happen to Skype?

Having gone from being the go-to video conferencing app that has sat out the biggest potential use case for its product in human history?

As a fellow fanboy/ early adopter to what Skype was (ahead of its time), I’m still shaking my head thinking, how did they take one of the coolest hero products and turn it into a zero product and miss out on this opportunity.

The inspiration for this blog post came from this brilliant meme I came across. So, instagram content creator Quentin.quarantino, thank you! Keep them memes coming. The world needs more memes.

Skype versus zoom meme

Google’s May 2020 core update

Google’s May 2020 core update & Impact India on Business.

Google’s May 2020 core update

May the 4th be with you – was what was playing on every Search engine marketeers brian, on LOOP.  When google generally announces an algorithm update, it usually has all the SEO gurus, SEO Ninjas, SEO masters glued in to their search console and analytics data to avoid a trip to the cardiac unit.

Search Engine Land, compiled a report of several data companies that track Google’s search results to send us impressions of this update and they all agree, this is one of the largest Google core updates in a long time.

At TTB, we verified the data for the Indian the market, and India shows the same results – we’re a week or 2 late but wanted to ensure our research for India centric. The only reason for doing this is most reports that arise from Search Engine Land and Moz are more US, UK centric. In the truest sense, going #VocalforLocal for the Google’s May 2020 core update.

Initial Thoughts on the Google May 2020 core update

The Google May 2020 core update/ Google algorithm update started to roll out on Monday, May 4th. Like all core updates, this was a global update and was not specific to any region, language or category of web sites. It is a classic “broad core update” that Google releases every few months or so. While we had BERT come in a change things up for a bit, the May 2020 update was triggered by
1. Change in search patterns due to Corona Virus
2. The change in searches from mobile back to desktop because of the Work from home situation
3. To battle amazon and instagram shopping experience.
4. Australia’s and France’s stand on news publications.

That my take on this anyway:)

Here’s what thought leaders had to say:

1. Rank Ranger:

Mordy Oberstein from RankRanger called the May update “an absolute monster.” “The January update was a very big update yet this one slightly edges it out,” he added. The company shared this chart comparing the May to January 2020 core updates in terms of rankings volatility for the terms it monitors.


Google’s May 2020 core update_ Top 3 results, Top 5, Top 10 results on Google

What the graph means: In all cases, the May update shuffled the Google results more than the January update.

January 2020 Update for Top 3 searches: Rank Volatility: 35%
May 2020 Update for Top 3 searches: Rank Volatility: 38%

January 2020 Update for Top 5 searches: Rank Volatility: 55%
May 2020 Update for Top 5 searches: Rank Volatility: 63%

January 2020 Update for Top 10 searches: Rank Volatility: 84%
May 2020 Update for Top 10 searches: Rank Volatility: 93%

Oberstein added that the Google May 2020 core update is different than previous core updates because “this update appears to be far more uniform across the niches I looked at than your typical core update.” Here are two charts he shared illustrating the May core update’s impact on page one results across a number of industry verticals in RankRanger’s data set.

Google’s May 2020 core update_ Travel, Retail, Finance - Top 3 results, Top 5, Top 10 results on Google

May 2020 Update for Top 3 searches: Rank Volatility: 31%
May 2020 Update for Top 5 searches: Rank Volatility: 56%
May 2020 Update for Top 10 searches: Rank Volatility: 91%

May 2020 Update for Top 3 searches: Rank Volatility: 37%
May 2020 Update for Top 5 searches: Rank Volatility: 61%
May 2020 Update for Top 10 searches: Rank Volatility: 83%

May 2020 Update for Top 3 searches: Rank Volatility: 47%
May 2020 Update for Top 5 searches: Rank Volatility: 72%
May 2020 Update for Top 10 searches: Rank Volatility: 97%

May 2020 Update for Top 3 searches: Rank Volatility: 38%
May 2020 Update for Top 5 searches: Rank Volatility: 63%
May 2020 Update for Top 10 searches: Rank Volatility: 94%

Google’s May 2020 core update_ Top 3 results on google

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 7%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 17%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 25%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 10%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 20%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitality: 29%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 11%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 24%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 36%

May 2020 Update for Rank 1/ Position 1 on Google: Rank Volitility: 11%
May 2020 Update for Rank 2/ Position 2 on Google: Rank Volitility: 18%
May 2020 Update for Rank 3/ Position 3 on Google: Rank Volitility: 31%

2. SEMRush

Yulia Ibragimova, Olga Andrienko and the SEMRush team prepared a lot of data on this update. SEMRush said that this update was bigger than the January core update as well. They said, “the May update is stronger and influencers more SERPs and positions.” The SEMRush sensor tracking tool is showing a score of 9.4, whereas the January update was closer to 8. So this was a big update relative to other core updates.

Google’s May 2020 core update_ SEM Rush industries impacted

SEMRush data showed the industries most impacted were travel, real estate, health, pets & animals, and people & society. Here is the chart of breakdown volatility by industry from SEMRush:

Google’s May 2020 core update_ SEM Rush industries impacted List

SEMRush also shared the winners and losers of this update. The winners were,,,,,,,, and The losers were,,,,,,,, and

3. The SEO community:

The SEO community in both the online discussion forums and on social media around the Google May 2020 core update have been extremely vocal about this and some people claimed to have lost over 90% of their Google organic traffic, while others did well from this update.

The community is split into two:

  1. SEO’s that are frustrated with Google and the constant effort of the search engine to keep users on Google and not take them to the website with PAA/ Knowledge graphs and
  2. 2. SEO’s that want to take over the PAA listings and use is as a tool for branding/ building credibility.Which side are you on?

What to do if your website is hit by the Google May 2020 Update:

Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages. However, Google has offered a list of questions to consider if your site is hit by a core update.

Why we care:

It is often hard to isolate what you need to do to reverse any algorithmic hit your site may have seen. When it comes to Google core updates, it is even harder to do so. If this data and previous experience and advice has shown us is that these core updates are broad, wide and cover a lot of overall quality issues. The data above has reinforced this to be true. So if your site was hit by a core update, it is often recommended to step back from it all, take a wider view of your overall web site and see what you can do to improve the site overall.

Here’s the summary of the Google MAY 2020 core update: The TLDR (Too long didn’t read) version

  1. Perhaps the biggest and most volatile Google update yet.
  2. Industries most impacted were travel, health care, real estate, pets and people and society.
  3. PAA and knowledge graph continue to keep users for more clicks on google resulting in a lower CTR to site
  4. Voice search will get more efficient as Google rewrites Meta descriptions with AI ML and BERT logic
  5. Overall CTRs will drop as google is scraping website content and keeping users on – Youtube plays as a light-box and PAA dominate SERP’s – you click on one and it opens related PAA’s

Top 10 Digital Marketing Trends in India: 2020 Post Covid – 19/ Corona Virus

Digital Marketing Trends in India: 2020 Post Covid – 19/ Corona Virus

While all the marketing pundits had predicted trends for digital marketing in 2020, The Corona Virus Pandemic has caused a major change in the digital transformation for all businesses.

To write this blog post differently, I have added MEMEs for each trend. I mean, how else do we communicate in these times. 🙂

Digital Marketing Trends in India- 2020 Post Covid - 19: Corona

It doesn t matter what your company/ industry/ sector/ region is, or what products and services you offer – the evolution go the internet canont be ignored.  While having a website and a Facebook/ Instagram page is all you needed to survive, today you need a strategy for each platform

A successful businesses needs to be relevant to its audiences across all the digital touch-points.

After all, Digital Darwinism is an unforgiving reality.

If you don’t adapt, you’ll surely go extinc………t.

1. Facebook 

Facebook is no longer the kingpin in the social media world. According to Forbes, 41% of its users are over the age of 65. While it is by no means struggling, it’s clear that Facebook is losing ground with the younger demographics, who tend to prefer the more visual, interactive experiences offered by Instagram, Snapchat, and the rising star, TikTok.

After the data breach scandal in 2018, Facebook has lost significant credibility, with many people growing frustrated and resentful with the platform’s proliferation of fake news, political propaganda, and cyberbullying. The once-dominant force is continuing to drop in popularity with younger demographics, with TechCrunch speculating that Facebook may be dead to Gen Z.

Facebook is still massive, when you start thinking the company monitors your whatsapp texts, instagram feed and comments, location tagging/ checkins and messenger conversations. Facebook also studies your interactions across websites where you shop with the pixel. With Facebook’s investment into RIL, Tier 2 and Tier 2 of the emerging indian market is facebook’s bet to generate ad revenue.

Digital marketing trends for 2020 - Facebook

2. Instagram  (the new go-to app)

Instagram has disrupted the e-commerce space let alone be a platform for content. It’s meteoric rise has already seen it pass one billion users, an impressive achievement. It is one of the most rapidly growing social media platforms. Most of its audience is especially under 30. Facebook has become the platform for an older demographic.

Influencers recently raised concerns with Instagram recently decided to remove the likes – however for any marketer the measurable metric should be engagement through shares or comments and or affiliate links that in turn show purchase/ brand lift. While it could lead to an uptick in content quality, many users may drift away from the platform in search of vanity metrics on YouTube and Ticktock.

Digital marketing trends for 2020 - Instagram

3. Chatbots (Will Dominate Customer Service)

Chatbots will evolve with the investments in AI and morph into your virtual “concierge” to get your users to the closest touchpoint where human intervention is needed. Humans are getting used to chatbots and chatbots are learning about humans – its a budding relationship and expect this relationship to only get stronger as we deep dive into data,  marketing funnels, and conversions. With 24-hour support, no cost of salaries and instant responses to customer queries, no need for breaks, vacations, or overtime pay. Facebook pages are helping educate the customers and contact forms have further evolved into chat bots. Chat bots are here to stay.

Digital marketing trends for 2020 - chatbots

4. Video (Was and Always will remain KEY to telling your Brand Story)

If your business isn’t already using video marketing, you should get on board this year before you go extinct. In a post corona world where human interaction is going to drop tremendously, text and images don’t stand a chance against video with the growing ADD in customers, especially when it comes to trying to sell products and services online.

Humans are watching more video than ever before, using smartphones to watch and share videos about everything, learning more about brands, and what they have to offer. Think about these stats from ImpactBND:

  • 70% of consumers have shared a brand’s video.
  • 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions.
  • 72% of businesses believe video content has improved their conversion rates.

Live streaming as annoying as it is becoming now, is a powerful method of digital marketing when combined with influencer marketing. Whether it’s the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream with an influencer who is interacting directly with comments is a huge draw for an audience.

Twitch has over 15 million daily active users, most of whom tune in just to watch live streaming videos from influencers like Ninja. Arguably the world’s most popular gaming influencer, Ninja, recently signed an exclusive deal with Mixer, which was a power play by the Microsoft-company in recognition of the expected value of live video streaming in the year ahead.

Digital marketing trends for 2020 - video content

5. Good Content Still Matters (and Now Context Matters More!)

Content always was and will remain KING. A content strategy is at the heart of any marketing strategy. Google in 2016 announced micro moments and mapped customers on different stages of their journey developing a deeper, more sophisticated understanding of online content, and so, marketers must think carefully about their target market and how they can tailor content more precisely in 2020.

BERT was the big update, released on Google in November 2019 which uses intent as a ranking factor, but the major update pushed out on May 17, 2020 due to the corona virus has started impacted some sites more than others. Advice from Google is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”

Make no mistake. Content marketing is going nowhere.

That being said, Google is getting smarter, and so are algorithms on social media platforms. Remember the last Facebook video you liked and how all of a sudden your newsfeed showed all video in the same genre, category?
Companies must keep this in mind as they create new content in 2020.

Digital marketing trends for 2020 - content

6. Personalized Email 

As digital led brands invest in data to get a better understanding of the customer/audience patterns to emerge and the more this purchase cycle gets fed into smart algorithms and prediction models, emails will be super customized and personalized going forward. The data the companies and brands will have for the customers is going to so accurate that a wring communication sent or a bad experience is something that won’t be accepted.  Emails can be specific to something specific, such as a user browsing a particular product, and then follow up with a promotional price or demo video in a personalized email, this can be very effective. Email is often the final trigger to motivate an action, especially when combined with your remarketing techniques.

That leads us to one of the most exciting digital marketing trends in recent times

7. AR/ VR and Interactive Content Will Become Mainstream

Interactive content is anything that people can click on, swipe, or interact with online.  With the lockdowns and WFH protocols, AR and VR will be the driving forces for experiencing brands.

More companies will experiment with interactive content types, such as:

  • Quizzes and polls
  • Augmented reality Videos
  • 360-degree videos

These formats leverage cutting-edge marketing technology, such as augmented reality and video content, to offer people a more immersive, engaging experience. With limitation on travel and human contact and the 5G revolution setting in – AR – VR will be definitely be game changers in the space.

8. Voice

Thanks to Siri, Google, Alexa, and a host of other ‘smart’ devices voice search or communication is continuing to rise. The real lesson for us is that people like to talk and that is a preferred way of interacting. And now, machines are finally catching up to the way people want to search, shop and discover new things.

However, this presents some interesting challenges. This for once changes the SEO logic of keywords. Conducting a voice search, for example, is very different from typing a query, particularly in the results. When a person performs a text-based search, the screen displays the results one page at a time. But when someone asks a device to conduct a search and the device replies verbally, it may only give a few choices at most, and frequently supplies just one choice.

Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.

Marketers targeting voice search users should remember to write in a conversational tone, using keywords that people will speak rather than type. Doing this will help you get the coveted position zero or featured snippets on Google.

Digital marketing trends for 2020 - Voice

9. Push Notifications

Websites, apps, brands whatever you want to call it, will start pushing a lot more notifications on to your screen. From your smartphone to your laptop and your home TV, data is being collated. Smart TVs have the same log in details and in an age of multi-screens, brands are sure to send notifications out at each touchpoint to push you into the next marketing funnel. It was Swiggy and Tomato pushing notifications at lunch and dinner time on the onset, 2020 should see TV shoes, workout apps and even music apps send you notifications by studying your behavior patterns.


10. Regional

As the internet gets sent to the deeper parts of India, Regional languages and regional content will see a stark rise in constant consumption and creation. A quick search on youtube trending or twitter will easily show you the rise in trending topics that are not in English. India has had multiple regional languages and with data reaching the far corners, content diversity and personalization will also rise.

Digital Marketing Trends in India- 2020 Post Covid - 19: Corona - regional

How to post a REALLY LONG photo on Instagram | Tutorial Videos

How to post a REALLY LONG photo on Instagram | Tutorial

keep scrolling, scrolling, scrolling, scrolling, scrolling, scrolling, scrolling.
keep scrolling, scrolling, scrolling, scrolling, scrolling, scrolling, scrolling.

Is what the new glitch is. It lets people post extra-long images onto their feeds.

The glitch appears only on iOS.
You need to create or save an extra-long image, then open up Instagram’s photo picker and select it. The app seems to be failing to properly crop them right now.


The exceptions:

Images that are too long seem to not work or to turn up all black.
Images may also get cut off and appear really pixelated.
This isn’t quite a chance to post a full-res scan of a beautiful banner you made.

Here’s a really simple video on ‘How to post a really long photo on your instagram. It started trending on May 7th and all influencers have started posting in real time.
This format is trending on Instagram right now.

Here’s a fun little twist on break the regular IG feed and WOW your IG followers.
Be careful though and don’t spam your followers.

YouTuber Alvin Leal made this super easy video tutorial

Here’s Exoidz Youtube Video

Here are some really cool examples for Brands picking up on the trend.

How to do post a long scroll/ stretched Instagram image/ post:
1. Go to:
2. Image Size: use size 30×600
3. Download and post

Instagram Long Post #1: Mr. Poopy Butthole from Rick and Morty saying,
Ooooooo Weeeeeee

View this post on Instagram

O o o o o o h w e e e e e e e

A post shared by Rick and Morty (@rickandmorty) on

Instagram Long Post #2: Slim Jim, with theirG🅰️🆖 is as strong as it is long.

What Indians Googled During Coronavirus

What Indians Googled During Corona Virus

The Corona Virus/ Co-vid19 Virus has literally changed our lives. While we are all still learning to adjust to this new way of living, we’ve changed our lifestyle, preferences, lifestyles, and even eating habits. The lockdown meant not only spending more time with family but also a change in what we think are essentials.
As a nation, we turned to the internet, asking google all kinds of questions to survive this pandemic. Week 4 of March (March 22 onwards) saw a spike in the following searches which were triggered with the Janta Curfew announcement. From DIY searches to wine shops near me, here are the top most searched keywords by Indians and their interest during this time.

What Indians Searched for During Corona Virus: #1 The Corona Virus/ Covid-19

From a search engine/ keyword POV, Indians chose to call the Virus, Corona Virus instead of Co-vid 19 or the Wuhan Virus or the Chinese Virus,
PS: While we would like to credit Mr. Atavlae for #GoCoronaCoronaGO, this isn’t the case. Mainstream media and PM Modi have lead the fight against #CoronaVirus

What Indians Searched for During Corona Virus: #2 Lockdown India

The Janta Curfew was followed by Lockdown India which trended as the highest searched terms from the 22nd of March. We all knew it was coming, it was just about when will it be announced and for how long.

What India Searched for During Corona Virus

What Indians Searched for During Corona Virus: #3 DIY

Perhaps the keyword of the decade. DIY is the buzzword, content plan for most influencers to kick start their online presence in the youtube universe.

While Corona, triggered  DIY hand sanitizer searches, and disinfectants to be made in-house, a lot of humans searched for DIY ideas for mothers day which is on the 10th of May, 2020. This makes us happy! Proactive thinking gift ideas for MOM are the kind of people we need in this world. More power to you humans.

*Exception: This video went Viral on whatsapp, humans did not have to google it. Only in India

What India Searched for During Corona Virus: #4 How to Cook

Yes, we’re all master chefs now and are eating twice our body intake before we were stuck in quarantine. What’s interesting is, while social media takes lead on special recipes by famous chefs – Google tells another story altogether.

How to cook Rice, How to cook rice in a cooker and how to cook red rice trended for rice lovers.
How to cook beef also was a trending search (in a country where Beef is banned in most states, go figure)
A handful of our population wanted to learn How to cook oats and Daal. Survival mode: on.

What India Searched for During Corona Virus: #5 Mahabharat

A case-study in content marketing/ reusing popular content and a masterstroke by our beloved Door Darshan (DD) to bring back the Mahabharat series (along with Ramayan and Chanakya). When everyone was quarantined, it was a no brainer for every home to tune into DD over their Smart Tv’s, families in tow for nostalgia and positivity during these troubled times. The surge of humans wanting to find out more and visit the DD website makes us think, their servers surely must have crashed the day they announced it.

TRPs = Check

What India Searched for During Corona Virus: #6 PornHub

“The internet is a reflection on human society” & “Data does not lie.”

The graph says it all. While the government has banned a half dozen porn sites, Pornhub remains the category leader here and a common search term for every house in incognito mode.

So much for being a Sansakri nation.

What India Searched for During Corona Virus: #6 Wine Shops

What really runs a country? Wine shops near me trended the day the lockdown was announced. While there’s always a search for wine shop near me, one has to stock up – god knows how long we’re all going to be quarantined.

Also, businessmen in Rajasthan are ahead of the curve, applying for the lottery to set up shop once this ends – to celebrate or for when we’re all diagnosed with it and need to party the night out and go out in style.

To find out more about what keywords Indians searched for that directly impacted your business or to dive deeper into what the sentiment is and create content for the same, email us.

Pushkarraj Mehta, Founder TalkingToBots gets featured on Your Story for DIVEIndia

It brings us great joy to let you know our founder, Pushkarraj Mehta – gets featured on yourstory for his work on DIVEIndia.

Highlights from the article:

Based in the Andaman islands, scuba diving centre Dive India is working on its online presence to attract divers from across the world.

“Being a remote location, with most of our audience only finding us through online research – Google and Google products have played a pivotal role to help reach out to our audience. We partnered with Pushkarraj Mehta (, our digital marketing consultant, in November 2015 to lay down a solid foundation for SEO and to drive traffic to the website with Google ads to help achieve our online goals. We turn up in the top three searches for anyone wanting to learn and or scuba dive in the Andamans.”

“We’ve increased our website lead conversions by an average 230 percent year over year and increased our website traffic by 400 percent by reducing advertising spends by 25 percent.”

Click here to read the entire story here.

Top 5 Tips to Make your Mobile Website SEO Friendly

Top 5 Tips to Make your Mobile Website SEO Friendly

Lets do this!
You’ve figured it out. You have that perfect idea for a service website or blog and want to hire an agency or start the development in house. You are all set to take your idea to market and you have clear understanding of what you customers need. Here’s a list of top 5 things you need to do it right the first time.


1. Lightning Fast Page Speed

Google loves speed, Customers Love speed. No one likes waiting especially for a webpage to load that they are interested in. In the internet of things, every second counts.

When was the last time you stayed on a webpage that took more than 4 seconds to load.

The quicker the mobile experience, the more engagement you’ll receive. To begin with, analyze every image and every piece of JavaScript and CSS, and compress when needed. Compress larger images when possible; every byte counts on mobile when it comes to speed.

Also, utilize your cache for things that load constantly, such as a logo. When you cache a logo, you’ll save precious download time, which increases the overall speed of your app.

A good rule of thumb is to set all static resources’ cache lifetime once a week. As for other third-party resources like widgets and ads, cache lifetime should be set for one day.

Remember also that lightning-fast page speeds on mobile help with conversion and customer satisfaction. The average mobile website load times for bounced sessions were about 2.5 seconds slower than non-bounced sessions, according to Think with Google.


2. Don’t Use Pop-Ups (At all)

Google now penalizes businesses with mobile pop-ups, which was part of the January 2017, algorithm update.

Due to the small size of mobile screens, search engines see these penalties as imperative to provide better UX for users. This should prompt you to limit the use of any pop-ups.

Some pop-ups, like age verification boxes and smaller banners that don’t obscure a large part of the screen, are fine to run. But if a pop-up covers main content or is a standalone one that needs to be dismissed before content is displayed, this will have a drastic effect not only on UX but also on SEO.

Think of how many times you exited a website when this happened. Don’t repeat this same mistake. Design your site to include CTA’s and design your website to include information you’d like to capture through these pop-ups.


3. Design for Big Fingers (Yep, Its a thing!)

Your mobile-first design should have touch screen navigation that is easily scrolled with fingers that are either too big or too small.

Think about the size of a thumb and index finger, and make sure your mobile design caters to all for a smoother UX.The smoother the UX, the more engagement, which means the better the SEO.
Here’s the Google Mobile Test Tool


4. Titles & Meta Descriptions

If you’re an SEO, you know the importance of Titles and Meta descriptions. If you’re on top of your game, you’ve probably considered testing your Meta’s for Mobile searches. If not, Well…..

Last May, Google increased mobile title tags to 78 characters — eight more than the recommended character count for desktop. But you’re better off sticking to 70 characters, considering you don’t want any title truncated on mobile.

Meta descriptions should also be shorter for a truly enhanced mobile experience. Google also kept mobile meta description lengths to around 130 characters but has since increased the amount of meta description text shown on mobile. Regardless, keep things shorter than 130 characters because Google is known to truncate meta descriptions on mobile.

Yoast (A plugin I highly recommend for WordPress sites) has a perfect solution for those struggling with optimal lengths for either mobile or desktop. Yoast has settings for both desktop and mobile when creating titles, URLs, and meta descriptions so you can optimize each.


5. Simple Design With Clear CTAs

Keep it simple and don’t try to add too much content. Make sure you’re not just adding/ stuffing keywords on a page that go against any white-hat SEO practices. You got want to get penalised by google.

Think with the customer in mind and have CTA across your website where your audience is most likely to convert. Also, make sure all your contact forms are designed for mobile. This is a common mistake among many companies — even enterprise-level companies.

Make sure all contact forms use HTML5 input types, which will automatically register the correct keyboard for mobile browsers, which have various on-screen keyboards for various types of data.


Algorithms are constantly changing to provide a better user experience for mobile users and rewarding sites that have an SEO-friendly mobile design.

As mobile continues its natural trend towards more users over desktop, having a mobile-first design with SEO at the forefront is imperative to success.

Should you have any other doubts or want to add to this, please let me know.

Google Defines 4 New Micro Moments

Google Defines 4 New Micro Moments

Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments—intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.

Mobile has become an indispensable part of our daily lives, we’re witnessing a fundamental change in the way people consume media. What used to be our predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds of these moments every day—checking the time, texting a spouse, chatting with friends on social media.

But then there are the other moments—the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. Google calls them “micro-moments,” and they’re game changers for both consumers and brands.

These moments are further classified under 4 main categories:

I Want to know moments
I want to go moments
I want to do moments
I want to buy moments

How I increased this brand’s website traffic by 300% without spending a single rupee

How I increased this brand’s website traffic by 300% without spending a single rupee

How I increased the website traffic for a brand by 300% under a year without any paid media or Black Hat SEO practices.

How I did it? Lets just cut to the chase.

*Drumroll* 3 words, Search Engine Optimization

Let’s add some context here.

Situation 1: The Easy Way Out (I wish my job was this easy)

A brand new website/ brand goes from 0 visitors to 300 visitors. It indicates a 300% growth but I wouldn’t hold these results as an indicator or any kind of success on the internet.

Situation 2: Driving Results for an Established Brand

Its really easy increasing the website traffic from 0 – 300 but if you’re plateauing at a steady 300+ user per week, you’re not going to expect a 300% in weekly website users especially with competition that has deeper pockets than you. It wasn’t an easy process but the results were well worth the efforts. We deployed a ground up SEO strategy, targeted keywords that aligned with the business and went all out to dominate the space.

*The agreement I have with all my clients is that SEO is an ongoing process and minimum period of time you need to sign up for is at least 1 year.

Black hat SEO practices and keyword stuffing might get you instant results for a month but you definitely run the risk of getting banned by google. A business that is driven by long term success must definitely stay away from any SEO that promises results under a month.


Coming back to SEO and the 300% increase, here’s the data from google analytics to show you the growth in traffic.
Google is constantly updating its algorithms and once you do you keyword research well, follow the best practices and create content that your audience wants to engage with, you’re most definitely going to see the results.


Nothing makes me happier than achieving the business goals we set, helping brands grow on the internet, taking on the 1000 pound gorilla (The 800 pound gorilla is now the 1000 pound gorilla) and ranking higher than them.

I’d also like to point out that here is definitely a direct correlation between website traffic and leads.

The traffic growth has had a direct impact on their business. Leads also saw an increase by 200% year over year – I’ll write another post explaining the strategy behind increasing qualified leads from the site.

How is the brand doing today you ask?

We’re still on board and the Traffic <-> Leads are still growing. Here’s the graph for organic traffic growth.

Traffic growth SEO



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