The impact of internet on retail industry is beyond words. The paradigm shift of off-line to online customers has been unprecedented. The convenience of on-the-go real time online shopping with discount offers seems more convenient than going to brick and mortar stores to buy commodities.

Artificial intelligence has been effectively used in app and websites using chat bots and conveniently tailored suggestions based on customers’ previous searches and purchases.

Despites all these technological breakthroughs desired innovations in search engines are the most sought out to ensure improvements in retail sector.

Many prominent search engines today lack accuracy for example Google in a search for veg food showed a display of 19 non veg dishes out of its 40. This type of inaccuracy would cause a major loss in web traffic.

Search engine optimization needs to be accurate and apt in the localities, with the growth of business there is an increase in competition and to ensure that there are no loose ends the company must take a good look at the performance of local SEO.

Certain factors could be taken to ensure the efficiency of the local SEO such as adoption of localized voice search in an SEO is a must, as it is no secret that voice search would become the future standard of the medium of search hence companies should work on voice search for SEO

There also must be laid profound emphasis on customer sentiment which would ensure that the searches are based on relevance based on local interactions.
In order to ensure that the searches are appropriate, the company should also ensure that the searches of the website are consistent which would ensure effective local SEO strategy.

Google has become a global standard for Search Engine Optimization, digital marketing strategies of organizations are centered on Google’s SEO. Google is the best source of digital advertisements.
Here are some instances where Google is doing right when it comes to digital marketing.

For starters, Google has introduced an SEO audit to its lighthouse extension which helps in analyzing a website’s basic SEO which would help the website to work better.
Google has also made significant improvements in its search engine console, for example, the search engine of Google also consist of various filters through which the companies can assess the performance of their SEO more effectively.

There also have been major improvements in the Google’s SEO guide, using this guide you can learn all the basic of organic search and the science behind it using various mediums such as blog and web pages.

Despite various concerns on privacy and its founder Mr. Zuckerberg testifying before US Congress Facebook still remains one of the most sought out social media platform thanks to its global widespread popularity and easy user interface.

2/3 US Adults are Facebook users and 74% percent of them claim to log into website daily at least once. These statistics are evidence of Facebook unmatched popularity.

There are various tools in Facebook user page which could be used as an effective marketing strategy.
Facebook page can be used to improve the SEO (Search Engine Optimization) of the company’s page by effectively advertising the company by using Facebook to reach out to users worldwide. By posting relevant data of the company such as product offering, operating business hours etc. would boost the company’s popularity and create a sense of genuineness of the company among users and potential customers.
Creating a business page which has a location would provide important location data for users to reach out to the company. Also, these pages could be used to gain ratings and reviews which would help in the efficient implementation of SEO.

Using the call to action button would encourage users to interact directly with the company which would help create a better understanding between the two parties. Other options include messenger which chat-bots which help the company to be in contact with users 24/7.

Also ensuring that the duplicate and unofficial page of the company are reported to Facebook authorities to ensure geniuses in company’s intentions.

All these measurements are generally taken by top companies worldwide and should become a standard for every emerging company to ensure efficient marketing goals are achieved.

There are various search engines are present on the internet which helps customers search and compare various products. There are various search engines such as Sky Scanner and Money supermarket which are specialized to various sectors such as flights, insurance etc.

Today’s popular search engines are not dedicated enough to provide specific coverage on a particular industry such as vertical search engines are.

Price is one market which is still untapped as a search engine.

Price searcher is an emerging search engine which provides detail information about the prices, purchase history, payment and delivery information about a product which would help in making purchase decisions for a product.

Prior to launching Price searcher its CEO worked in ecommerce business in 16 years. He found that irrespective of many innovations in the internet finding the price of a particular product was still a challenge for customers. So prior to launching the website dedicated to prices, he personally ensured that everything on the website was perfect and devoid of any errors.

In 2014, Dean discovered his first colleague to work with him on the venture was Raja Akhtar, a PHP designer taking a shot at a scope of internet business ventures, who went ahead board as Pricesearcher’s Head of Web Development, Dean met   Akhtar through the free lance website People per Hour, and the two started working  at Pricesearcher together in their extra time, assembling the lines of code in 2015. The beta version of Pricesearcher was launched next year.

During initial days the website was funded by the Dean himself, but he ensured that there were no compromises on quality.

Price searcher started by directly processing feeds from online retailers . Eventually many prominent retailers such as Amazon became a retail partner of the website and  it became a data warehouses of prices.

One of the  unique aspects of the website is that it lets the user  track the price changes of the product, thus making appropriate judgments about the  best time to buy a product.

Price searcher is currently working on PPC model which is scheduled to launch in 2019, it is aimed to provide information such as returning customers.

The success of price searcher is proof  of the fact that in future search engine with vertical search algorithm would become more prominent, in 2016 Alphabet (parent company of Google) stated that vertical  search engine is  one of  its biggest threat.

There is a possibility that vertical search engines would become the leader in SEO in future.

Online reputation can make or break a company. Reputation management has become a must for any private organization in order to survive.

But there are many misunderstandings related to this concept hence it is necessary to explain basic concepts of reputation management so that companies can benefit from it.

With the rise of internet usage worldwide internet has become more than just an advertising medium, social media tools help the organization to have one on one interaction with its visitors. There is the blog, post; tweets were written about every major company worldwide hence it should be taken into notice what is the general opinion about your company on the internet.

Taking feedback from customers could be a risky proposition which should be initiated smartly in order to ensure that the company does become too honest or straightforward that competitors take advantage of it. Most emerging and new company do not focus a lot on transparency whereas large established company focus on it.  From this, it could be inferred that transparency is less dangerous for large organizations. If there are many criticisms of the company then the transparency can take a back seat and company should make tackling these issues the topmost priority.

Besides, that criticism should be taken as an opportunity to improve.

One must also keep a track of hate sites and negative review promoting pages which would damage the company’s reputation. One should complain about these sites to legal authorities if these pages are performing not only unethical but illegal practices which are damaging your company’s image.

We have seen many trends in SEO (Search Engine Optimization) which would be important factors in the coming years. One of them is voice based searches; the continuous reliance on voice commands have led to the growth of various voices based functioning software and devices.

In mobile platforms we have seen the growth of various voice based virtual assistants such as Siri and Cortana.

With the growth of voice recognition technologies we have witnessed remarkable growth in sales of smart speakers such as Amazon Echo and Google Home.

In a few years we could witness a complete transition from text based searches to voice based searches.

As Google does not publish the amount of its voice based searches, it is difficult to compute the growth of voice based searches in past 10 years, but there is no debate on the fact that voice based searches will become the default search medium in the future.

Developing voice based technology has its own challenges, there are various complicated issues associated with it. Targeting keywords for analysis which has been status quo for quite some time need to change in favor of long queries based on overall topics.

Voice recognition technology based devices and applications are making people used to surfing the internet using voice, thus the core structure of the website would require a makeover in the future. We could witness visuals from website to fade away making way for voice based optimization is websites.

With the emergence of personal assistants such as Cortana, the query based searches are expected to be quick.

In a nutshell the companies need to be flexible with the emerging trends such as voice based recognition and should be prepared for   undergoing transformational changes in future.

Thinking back, a few unbelievable headways changed the way advertisers worked in 2017.

Automation and AI for the most of 2017 has been the hot topic for the company marketing strategy. Various other political movements such as Trump’s protectionist policies have changed the overall scenario of the markets in USA and worldwide.

Nevertheless here are some strategies which could be used by companies to stay ahead of the game

• Marketers as of now work with everybody in the workplace, yet growth hacking has changed collaboration from an obligation to a need. By quickly testing crosswise over item advancement and showcasing channels, organizations can recognize the most effective approaches to develop. Marketers can collaborate with engineers, architects and different offices to gather the focusing on information important to configuration promoting encounters that catch client consideration.
• For B2C companies programming marketing has become a recent trends which needs to be followed by companies in order to stay successful. New trades for automatic are on the ascent. Some long haul holdouts, for example, LinkedIn, have started to offer enhanced alternatives for focusing on gatherings of people. Littler distributers still battle to coordinate the focusing on capacities of the enormous fish, however more available apparatuses mean automatic proficiency will wind up fundamental.
• Facebook now offers various marketing tools which could be efficiently used by companies in order to promote their products effectively
• Its a no brainer that voice control is the future of the SEO optimization of a company hence company should focus on products based on voice control.

Although it is impossible to predict the future of marketing, but these trends are most likely to become relevant and important part of marketing strategy according to experts.

With a share of 65% of all searches worldwide, Google is undoubtedly the most popular search engine in the word. The word Google has become a synonymous word for search something in the internet.
Whenever any company has the largest competition in the industry, the industry tends to become a monopoly and Google is no exception. The search engine optimization of Google could be manipulated accordingly to the highest bidder, thus the searches of Google are more about what it wants you to see rather than what you want to see.

Thus for a change it won’t be a bad idea to look for alternatives to get desired searches.

Bing
With almost 1/5th of the search engine traffic Microsoft’s default search is a good alternative of Google; also to its advantage on certain aspects it even outperforms Google.
For instance it provides twice as many auto complete suggestions compared to Google, it could also predict correctly whether the airfares would increase or decrease.

Duck Duck Go
Unlike Google Duck Duck Go does not store user data thus ensuring that its searches are not being manipulated according to the user’s previous searches

Quora
As of now Quora is the most popular query platform in the internet, the answers of most complex questions are answered here. The user base consists of well known experts from various parts of the world thus providing genuine and authentic answers.

Dogpile
Dogpile is a search engine which provides results from various search engines such as Google, Yahoo, and Bing without the ads thus providing convenience and ease of access to the user.

Vimeo
Youtube is the default video sharing website of Google, thus as an alternative Vimeo is a video sharing website which has rich video content without the ads.

Yandex
Yandex is the most popular search engine is Russia which has a good display with favicons which could be viewed by the user

Board Reader
The searches of this website are based on forums and message boards, thus the user gets the information based on subject from different points of view.

WolframAlpha
It is an effective search engine to calculate any data or get answers about questions efficiently.

StartPage
The best part of this search engine is that it does not store any user data such as location thus maintaining the privacy of the user.

Ask.com
It is an effective Q&A website which can help in finding solutions of various queries of the user

Slideshare
Slideshare is good source of presentations and slides.

Addict-o-matic
This website helps in creating a topic page which would bookmark and see results from various channels (Google, Yahoo) in a single page

Creative Commons Search
This website helps to find copyright free images which could be used by user without facing any copyright infringement.

Giphy
Giphy is a search engine completely dedicated to gifs and shows all its searches are basically gifs.

There is no doubt that digital marketing strategy is a must in today’s world but for any company to have an edge over its competitors it also use traditional marketing strategies alongside.

Prior to the innovation and social takeover, brands could tenderly position themselves before the gathering of people utilizing conventional systems, for example, daily paper promotions, TV appearances or radio notices – all mediums that had the capacity to guide clients to a brand. Be that as it may, with the developing requirement for quick data, and the changing manners by which purchasers get to it, brands have been compelled to respond, expecting to overwhelm each promoting stage conceivable just to stay unmistakable. With this comes a showcasing system upgrade, wedding the effortlessness and viability of conventional methods with the moment esteem brought through computerized channels. The adjustment in the client approach, and thus the business travel, has made brands move strongly into the advanced world, regardless of whether prepared to or not. Albeit advanced now makes up around 60% of promoting endeavors, as indicated by oursocialtimes.com, 13% of advertisers still depend vigorously on customary strategies, inflexible despite everything they accomplish the coveted outcomes. It is concentrates, for example, this that demonstrate the benefit of blending both conventional and computerized systems, to make a balanced, information drove way to deal with client engagement and brand situating. While we perceive the estimation of presenting and concentrating on advanced, one brand took this thought too far, decreasing all action to make only a computerized technique.

Adopting the computerized strategy that above and beyond, brands like Daniel Wellington and ASOS are concentrating their endeavors on utilizing key players in the realm of design and big name to help manufacture their image personality and to at last, drive deals. The strategy is basic. Distinguish the influencers that talk specifically to the group of onlookers, requesting that they post consistently crosswise over social channels (overwhelmingly Instagram) about various items. Kick back and sit tight for the statistic to manufacture mark acknowledgment and devotion making the requests come in. Influencers have a great deal of control over their adherents, as the normal individual winds up concentrated on endeavoring to imitate everything from what they wear, the spots they visit, notwithstanding embracing their perspectives in some outrageous cases. The enthusiasm that adherents have for their ‘influencers’ of decision is at the core of this showcasing approach and the very explanation behind its prosperity. Daniel Wellington is currently a key player inside the watch advertise and has built up its image personality using precisely chose influencers, building up themselves in the commercial center as a top of the line watch planner supported in VIP circles. As a feature of the brand’s approach, influencers and ‘superstars, for example, the cast of Love Island and TOWIE, are paid to convey general Instagram posts about the watches, while offering supporters cash off rebates with singular codes (an extraordinary route for the brand’s advertising group to distinguish which big name is best at transforming adherents into clients).

We’ve moved into a time where customary and advanced showcasing strategies can supplement each other, enabling brands to expand the manners by which they achieve the buyer. In any case, it is so critical to pick an approach that works for the customer, as opposed to one that fits in with a perfect. Promoting’s exceptionally reason for existing is to enable brands to position themselves before the objective statistic and in the event that they are inaccessible, or changed off to specific stages, the showcasing system winds up trivial. We have seen some huge brand names either get it completely right or marvelously wrong, and every offer significant lessons for those hoping to overwhelm their commercial center.