What are Google’s 4 main advertising policy areas?

Google works hard to provide all users with a trustworthy, safe, and secure experience when searching the world’s information.

This means that advertisers who use PPC marketing must adhere to the Google Ads Policy guidelines to ensure that their advertisements are truthful, appropriate, and safe.

  • Advertising on the Google Network is prohibited for certain types of content.
  • Prohibited practices: Things you can’t do if you want to advertise with us
  • Restricted content and features: Content you can advertise, but with limitations
  • Editorial and technical: Quality standards for your ads, websites, and apps

When will the system for enforcing Google Ads be implemented?

Beginning on September 21, 2021, Google Ads’ policy enforcement system will start with the following policies over three months:

  • Enabling dishonest behavior
  • Substances that the authorities have not authorized
  • Weapons, firearms parts, and related merchandise
  • Explosives
  • Weapons of Other Types
  • Tobacco
  • Ads will be informed when Google expands the strike-based system to cover additional advertising guidelines in the future.

How does the Google Ads enforcement system work?

If an advertiser violates any of the above policies, Google will issue a warning to that advertiser.
If there is a violation, Google will notify advertisers via email and a notification in their account.

Google’s Strike-Based Ads Method:

  • If you violate the policy for the first time, you’ll only get a warning.
  • The second time this rule is broken, the advertiser will receive a warning instead of a strike.
  • The second strike is given for the third infraction.
  • The third and final strike will be given for the fourth infraction.
  • Each infraction carries a penalty, and those penalties increase as the infractions accumulate.

What are the repercussions of a policy violation in Google Ads?

Temporary Account Hold: The first and second strikes will result in a brief account hold penalty.

After the first strike, your account will be put on hold for three days.
Strike two results in a seven-day account suspension.

Temporary account holders must correct any violations and resubmit an acknowledgment form before their ads can run again. Ad accounts will be released from temporary account hold once Google receives acknowledgment (once the 3 or 7 days have passed).

The account will be placed on temporary hold if the advertiser does not acknowledge or appeal the strike.

Advertisers have the option to challenge a strike decision. If the appeal is successful, the account will be unblocked, and advertising will resume as normal.

Note: If a strike is not successfully appealed, it will remain on the advertiser’s Google Ads account for 90 days.

Lastly, Account Suspension is the final sanction.

After a third strike, your account will be suspended. This means that advertisers will be unable to run or create any advertisements unless the suspension is overturned.

Account suspensions are tough to overcome, and advertisers should be aware that they will not create new accounts if they are suspended.

You should never have put yourself in that position, to begin with.

What steps can you take to avoid Google Ads Policy Violations?

If you are not certified in Google AdWords, you should avoid using Google PPC advertising on your own.

Look for Google Partners to help you with your project.

To become a Google Partner, a company must have at least half of its AdWords Managers certified and maintain an average ad optimization score of 80%.

These firms are well-versed in Google Ad policies, violations, and consequences, so no one else can manage your ads better.

If you want to see a return on your Google Ads investment (ROI), leave it to the experts.

Digital Marketing: How to Sail Startups in Dubai Post Lockdown?

4 Digital Marketing Tips for Dubai Startups

The global pandemic might have brought the entire world to a standstill, but digital marketing startups in the UAE are signaling a change. The change to make the most of opportunities, the change to push the business ideas with a fresh excitement like never before, even amid the limitations. Governments around the world might have enforced lockdowns and advised people to stay at home, but start-ups continue to prosper due to a superpower called technology in our hands. Being ‘online’ is ‘the new normal.’ We all are experiencing the transition ourselves where a huge chunk of the population, who had never contemplated online shopping before, are now going online for their daily needs. In fact, data shows that consumer demand for e-commerce services in Dubai has increased by 300 percent during the pandemic.

For start-ups, being ‘online’ is the biggest advantage. Besides, let’s not forget that nearly 98.98 percent of the UAE population are active social media users, and on average they spend over 7 hours daily on the internet. This means that if you are a startup in Dubai, you cannot ignore the importance of digital marketing. Your customers are online, and so should you.

There has been a steep increase in competition in the online advertising space with every company trying to muscle its way in and capture the largest market share. Here are a few digital marketing tips for startups that can help your business stand out from the crowd by capturing your audience’s attention.

1. Search Engine Optimization (SEO):

While advertising and marketing campaigns are important to target your customers with what you have to offer, it is also equally important to focus on increasing your organic traffic. This means that your website needs to list the first few results on search engines when your potential customers search for products and services you offer.

This can take time and investment and if you’re unsure how to go about it, you can always look for digital marketing companies in Dubai to make your website optimal and increase its organic traffic.

2. Pay-Per-Click Ads:

Some customers may not scroll down on the search results and simply click on the ads that are displayed on top of search engine results. Therefore, by using the pay-per-click advertising model, you can place your ads at the top of the search results to drive traffic to your website. Hence, whenever a potential customer searches for the products and services you offer, your ad will appear before the organic search results. While working on boosting your SEO, you can drive traffic to your site with these ads too.

For a startup, this is especially beneficial since you only pay for the number of clicks your ad receives, as opposed to a flat fee, making a cost-effective way to bring more customers to your platform.

3. Content Marketing:

Direct marketing is important to create brand awareness and to increase brand visibility. But aggressive direct marketing strategies can be off-putting for customers. Therefore, an easy way to create interest and conversation around your products and services is content marketing. Using this strategy, you can generate curiosity and interest among your potential customers through inexplicit and subtle ways that gently nudges them to explore your products and services.

For instance, you could create content on the problems and challenges that customers face and provide valuable insights on how they can be resolved using your products or services. Because your potential customers are interested in resolving their issues, quality content can drive them to your platforms to test out your offerings.

4. Display Ads:

Pay-per-click ads help you capture customers who are searching for products and services you offer. Display ads, on the other hand, can help you attract customers who are not actively looking for your offerings. If you target the right platforms and websites for your display ads, it can turn out to be quite effective with a good return on investment.

While these are some basic tips to keep in mind while devising a digital marketing strategy for your startup, it is important to keep in mind that the list is not exhaustive for the sake of brevity. Some other strategies Dubai startups should consider include social media marketing, influencer marketing, and remarketing, which refers to targeted ads for people who have shown interest in your product or service but have not purchased them, among various others.

How Will AI Impact Digital Marketing of the Future in the UAE?

Artificial Intelligence today has made a visible positive difference in how brands interact with their target consumers and how they have been handling digital marketing strategies. We are living in an environment that is rapidly going through changes every day. Hence, it has become important to be constantly aware of what is happening around us. In such an unpredictable environment, it is complicated to predict what the future holds for us. However, with the tools and techniques, we can certainly get an idea about what we might expect in the coming years.

Hence, before diving deep into the concept of artificial intelligence and how it impacts the future of digital marketing, it is essential to get our foundation strong and understand what exactly does artificial intelligence mean.

What is Artificial Intelligence?

Artificial Intelligence is the genre of computer science that creates robots acting like humans. These robot-like humans are expected to make decisions that are logical and primarily based on the data. Unlike humans, Artificial intelligence makes use of a rational and logical approach for analysis of the data. The entire exercise is done to come up with different products that help multiple sectors.

Here are some AI-related digital marketing trends that will enhance in the future:

Chatbots will become more sophisticated.

In the past, it is already evident how chatbots store multiple types of applications right from covering the customer queries to help in driving sales. Consumers today are used to the concept of chatbots and are very comfortable in interacting with them. However, we will experience that chatbots will become more sophisticated in the future because it will become challenging to distinguish between chatbots and humans. As per recent research, many customers still do not know that they are interacting with bots.

There will be a rise in voice search.

There will be another spin-off effect in the digital marketing sector due to the increased use of AI-powered assistants will be the growing demand for searches that will be spoken instead of the written ones. The data currently states that about 60% of the customers have used voice searches to find business information in the previous years, and more than half of them have been using voice search daily. It is all a matter of convenience.

The Role of AI in Digital Marketing

Customization of the User Experience

Experts suggest that personalization is the most vital area where AI breaks in. The only thing that helps keep the user coming is the ‘hassle-free and smooth’ user experience. As per the companies providing SEO services in the UAE, it is possible to catch a single customers’ report through the searches, buyer persona, purchase pattern, etc., with intelligent algorithms.

Reach the Target Audience.

It is cumbersome to gather the traditional customers’ database, filter it, and analyze it later. But it is not the same with AI as it penetrates deep into the data, which is easily extractable from several sources. It would help if you learned about the impact of artificial intelligence on digital marketing when running a business. It means it will open the doors to reach the target audience who can add value to your brand.

Content Curation

Besides generating the content, AI also curates it. You need to know that it is challenging to create engaging content. It takes a lot of time and energy to sift something down. The main endeavor is to create awareness so that people tend to buy your product or service.

Thus, professionals who work at digital marketing agencies in Dubai state that AI is will impact the future of digital marketing in a significant way.

How to Execute a Link Building Strategy

There are several factors that you need for a link-building strategy to work. Starting from people, the process to tactics and measurements. Each of which is explained in detail to ensure you meet your objectives while executing a link-building strategy.

Main elements for effective link-building strategy?

The construction of links produces the best outcomes and effects. You need to note when planning an internal link-building approach not all links are identical and that there are primary factors that move success forward. More the effort you would take to get the right links, the more effective you’ll receive the output. Here are some of the main components you need to work on that make up an excellent relationship-building plan to help you understand what a superb connection profile looks like


The most important ingredient for success is hiring the right people. Only when you have reliable people to help with the execution, the planned strategy would be great if not it will be a failure. Link development naturally comes with a ton of rejections. When you hire people do not fail to ask about a time when they have experienced rejection, and how have they overcome that challenge? It’s probably not the best position for them if they can’t take rejection.

Steps involved in a successful link development

  • An established process
  • Good content team
  • Diversity of tactics
  • Key measuring techniques
  • The right people to execute the campaign


The first thing to do is to establish a process at the start. This will help in important areas such as client onboarding, content creation, and reporting.

Many of these opportunities will never be found if work is not done in an efficient manner, for which you need solid processes in place. To understand what could have been done better revisit the processes after every campaign. These are called, “retrospective meetings” it helps to find areas for improvement.

When your goal is to achieve long-term success of your link development campaign, there are three main reasons you need to consider as the link strategy:

  1. Understand how the competition is earning the links
  2. To build links, what are the existing linkable assets that can be leveraged
  3. Understand what content has to be created to build links in the future

Without a strategic vision do not start a link development campaign because there’s so much that goes into the process that doesn’t meet the eye while a link is developed.


A well-done strategy should have the best opportunity to place organic backlinks. It should spark ideas on new content to create and also identify gaps in your content library. It’s critical to consider the customer journey while crafting the content. Your content should always provide the information that solves their challenge and be useful for your audience.


A wide array of KPIs, include quality metrics, outreach and, industry averages. This helps us understand how the campaign is performing.

Decide what the most important KPIs are to be tracked:

  • Organic traffic growth?
  • Backlink growth?
  • (DA) Domain Authority improvement?
  • Keyword footprint growth?
  • Page 1 keyword growth?
  • All the above?

Take a record of baseline metrics at the start of the engagement. It is an important part of continuous improvement.

How important is link building for SEO?

Link building is so important because a large portion of your SEO campaigns capital would reap the benefit if done right.

Ensure that you place a heavy emphasis on internal link building for the following reasons:

(a) You will be rated high on Google and other search engines

(b) Google can find new sites quicker that links to your blog

(c)  You’ll enjoy enhanced trustworthiness and reputation

(d) You will increase the traffic to your web page


It would be great if you had a website to create links before constructing links. Often, it would be led to the website’s home page. However, there are connections established to specialized such as analysis study, a blog post, graph, or, tool. These connections are usually built before building any campaign. It is complicated to build links to low-value web pages.

Keep in touch with Red Berries – The best SEO company in Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.

Various Types of Video Content for Social Media

In 2020, users prefer to watch video content more than any other medium.

Since the last couple of years, content marketing has become very popular and has seen a huge shift with video content being the most preferred option. It is the best way to connect and associate with the target audience.

Yet, many companies do not prefer to opt for video content marketing. Rather, they prefer blogs and case studies as it is quite difficult to create fresh and engaging video content on a regular basis. We provide engaging social media marketing strategies that include video content to take your business to new heights.

This article will focus on various kinds of video marketing content and how it can be used to create brand awareness and influence the audience.

1) Vlog

Blogs are always great but vlogs or video content is much better as it’s more engaging for the audience.
The majority of the companies heavily invest in the initial set of videos but then eventually stop producing more video content, assuming it is draining their budget.
That’s where vlogs come in as a cost-effective approach that is easy to create and shoot. It also engages with the target audience to build a unique brand image.

2) Interview/Q&A

Interview videos are the best way to build and develop the brand because:
● It syncs the brand with a leader or an inspiring personality
● It helps in developing authority with efforts from a well-known person
● It gives a one on one experience to its audience as they get the answers to their queries

An ideal interview should be natural and not feel like it’s scripted. However, it should follow a set of rules and guidelines where the main aim should be to get out more detailed and less known facts about the person being interviewed as it makes the content more engaging.

Your content marketing gets driven by the information gained from these interview videos and with more and more similar content, it can help to gain more credibility and can also increase the reach of your content.

3) Webinar

Webinars are a great way to provide advice and educate the audience or viewers. Most people attend webinars to learn something from them. Different types of webinar topics can include FAQs, product reviews, roundtable discussions, etc.

Also, webinars can be marketed through paid ads where people sign up for it through ads and this can bring traffic and generate leads.
It’s not necessary to create webinars on a daily basis compared to other video content forms. A weekly or monthly webinar is more than sufficient to generate a good amount of quality leads.

4) Presentation

In the last few years, Ted Talks have been the most popular source for speeches and presentations. Speakers speak on several topics and at the same time, provide a platform with a global reach to express their views and opinions.

A presentation gives more convincing and sharable video content. Companies can give such presentations at small events or network groups and then share the video to their audience online to create awareness about it.

5) Tutorial/How-To

Video content is the way forward in current times and we have seen many unfamiliar faces appearing on OTT platforms such as Netflix and Amazon and achieving fame. Millennials love watching videos and they value the content being provided.

It is important to understand the audience’s taste and preferences and what they would love to watch. Tutorials or How-to videos work as it helps the audience to learn something new or ease their process.

Such quality content of videos helps to build trust which can lead to an increase in conversions for your brand, should the content be relatable.

6) Product Review

A product review video is a great content source for people and consumers especially those who are in considering purchasing from you and looking for expert opinions about the product. But in order for the review to gain traction, there should already be a follower base established on the platform so as to reach the masses.

7) Live Streaming

Live streaming videos is another popular and upcoming video marketing content method and this has seen the rise in user base on the Facebook live platform.
Live videos have a magnetic nature and also it has a FOMO aspect attached to them as these types of videos build up suspense and the audience is eager to know what will happen next, which builds curiosity among them.

Live videos can cover events such as product launches, Q&A Forums, behind-the-scenes looks, and much more and this makes the audience feel they are present at the event and builds a real-time community interaction.


Based on the different types of video content options as seen above, a company needs to prepare a proper video marketing strategy. By understanding the brand, its goals, and what the audience wants – a video content strategy should be created.

Performing a Detailed Technical SEO Audit Before Starting an SEO Campaign

For a business to be successful, it’s a must to develop a search engine optimization (SEO) strategy which should be executed methodically and planned thoroughly.

If content and link building are the main building blocks of a content marketing campaign, the cornerstone that binds these two is SEO. This lays down the groundwork for the whole campaign. The foundation of any successful SEO campaign is to perform a detailed onsite and technical audit. It has to be done if the website has to be seen by your target audience.

Benefits of a quality technical audit include:

● Track issues that hinder online visibility
● Know your competition better and how to act accordingly
● Know the factors that affect your website’s search engine ranking
● Increase leads and conversions

Do you need a technical SEO audit?

Answer the following and we are here to help you understand if you need an audit or not:

1. What is the total number of your backlinks?
2. What is the page loading speed?
3. should the URL structure be improved?
4. Are the meta descriptions written according to the preferences of Google?
5. Are you aware of duplicate content on your website?
6. Do you have a mobile-optimized website?

If you don’t have answers to the above questions, your business needs a technical SEO audit from an industry expert.

Ensure Search Engines Can Crawl Your Pages thoroughly Your webpage visitors and the search engines do not see the pages the same way.

Hence the website needs to be structured and optimized so that it is readable by both. First things first, make your web page crawlable.

There are files such as robots.txt that inform user agents about the pages or folders you either allow or DON’T allow to be crawled.

Also, file such as sitemap.xml tells Google which are the important pages to you. This will help you to understand your site structure better.

Page Crawling ensures the following:

● Your website pages indexed by Google
● The Googlebot can easily navigate through the web pages
● You would easily identify the content which is duplicated

Set Up the Analytics-Based Programs

The objective of an SEO campaign is to boost your online visibility, drive qualified traffic to your website, make leads, and conversions for your business. Do they answer the following questions?
● What are the keywords your business should be known for?
● Is the traffic you get desirable?
● bAre your visitors converted into leads?

If you need data-driven metrics that will help as critical building blocks for your SEO campaign you should enable Google Analytics.

Importance of Content Analysis and KWRM

This technical audit phase involves:

● keyword research
● keyword mapping
● content analysis

The pages need to be targeted towards the keywords appropriately. Pay attention to meta titles, meta descriptions, URL structure, on-page content, focus keywords, and title tags.

SEO companies are leaning towards an intent-based approach wherein the user is already interested in a product and is looking for it via Google. This helps brands gain high-quality leads and increase their conversion rate.

Eradicate Duplicate Content

Duplicate content means the content in your website is present in another URL. This affects your ranking. Hence checking and eliminating duplicate content is an unavoidable part of any technical SEO audit.

Mobile Optimization

Mobile dominates the digital world. With website traffic contributed by Mobile is more than 50% it only makes Mobile optimization mandatory if not your bounce rates would increase. SEO audit ensures your website is optimized to work on all portable devices.

Learn Why Site Structure is Important

The clear and logical structure allows search engines to easily crawl through the web pages. It also boosts consumers to experience effortless navigation.
It is important to:
● Keep your paths and URLs logical, should be clean and simple
● The homepage should be linked to all the important pages
● Do not forget to add canonical tags where ever necessary

Page Load Speed

Page Load Speed, or Page Speed, refers to how much time it takes for the search engine to load the content of your webpage. Your bounce rate will be high if your webpage is taking a lot of time to load. This leads to lower rankings of your website by search engines.

Optimize the following

a. URL Structure

URL can be used to leverage keywords. It informs the search engines, also the users, of what the page is all about.
Following are some suggestions:
● Don’t use special characters
● Keep the URL structure consistent
● Avoid parameters

b. Meta Description

Meta tells the potential visitor what your page offers. You can use keywords within your meta, but don’t overdo it.

c. Image Optimization

Choosing the right format sizes, utilizing the image descriptions, as well as properly hosting the images can be beneficial to your SEO efforts.

d. Structured Data

Well-written structured data means Google or any search engine can read, process, and deploy it.

In Conclusion

Technical SEO needs to be approached and handled professionally and with great attention to detail. It is a complex process and may take time to show the results. However, in the long run, it will be worth the time and money spent on it.

Keep in touch with Red Berries – The best SEO company in Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.

Magento vs Shopify – Which One to Opt For?

If you are finding it difficult to choose between Magento and Shopify, don’t worry as you are not alone. Both these brands are two of the most famous and widely accepted e-commerce platforms.

Shopify is capable of simplifying the process of creating online stores of business whether it is a startup or a high-volume business. It works on the model of a monthly fee.

Magento on the other hand is an open-source platform that is similar to WordPress and is also free to install and use but the user will need to pay for additional services like web hosting, domain registration, etc. It is more suited for enterprise-level businesses that have their development team workforce or coding knowledge.

We have differentiated between Magento and Shopify on a certain basis below for you to decide which platform fits your needs.


Selecting a platform that’s very difficult to use will affect the process to establish the e-commerce store according to our requirements and this can harm the image of the brand.

Shopify is an all-in-one package with drag and drops features that let you customize the store by organizing elements of the page according to your requirements.

Magento, on the other hand, is a little difficult to understand as it involves technical jargon and coding knowledge to create the store or else needs to rely on a web developer to create and manage the store.


The theme of the store acts as a base for the website store as this is what the consumers first see when they open the site and so the theme template needs to be selected accordingly to create a good impression and build up trust.

Shopify has a range of 10 free and 64 premium themes and all of its themes are mobile responsive and so it will look great on both devices. Shopify themes offer a lot of customization options such as new pages, color schemes, organizing elements, and much more, without any coding knowledge.

Some themes of Magento will require the help of a developer as it’s technical and also mostly its themes are slightly expensive compared to Shopify.

Business Development Tools

Ecommerce platforms require sales tools as they cannot function without one another. Let’s explore the features of both Shopify and Magento.

Some of the exciting features of Shopify are:

  • Abandoned Cart Recovery
  • Multi-Channel Selling
  • Selling Digital Products
  • Delivery Partners (USPS, DHL)

Magento has an inventory system with features such as bulk product import, multiple product options, revenue reports, and total visitor details. In terms of sales tools, Magento offers:

  • Multi-Channel Selling
  • Checkout Customization
  • Abandoned Cart Recovery
  • Discount Options (Percentage or Fixed)

Marketing Apps

To have a wide range of marketing tools is always useful for a business as it helps to connect with potential customers.

Shopify offers many marketing tools such as email campaign management through third-party networks with Segundo, Klaviyo, Constant Contact. Advertising and direct selling are also possible on platforms such as Instagram, Facebook, and Pinterest. Shopify also provides sites in multiple languages to help products sell in multiple languages in different territories.

Magento on the other hand is dependent on its marketplace for its marketing tools as there are different extensions for different marketing support work that needs to be installed and for its integration, coding knowledge or help from a developer will be required.

SEO (Search Engine Optimization)

SEO is necessary to gain more traffic on the store from search engine websites which leads to more customers and more revenue.

Magento edges Shopify in the SEO department. There are multiple in-built SEO feature options available such as SEO prompts and customizable URL options. For Shopify, a certain app or extension for any of the SEO-related features is needed.

Magento has a lot of built-in SEO features such as alt tags, customized URL’s and much more whereas in Shopify we need to rely on its Apps for SEO services


The main difference between Magneto and Shopify is that Shopify is a hosted platform, while Magento is self-hosted. A hosted platform like Shopify takes care of all your hosting needs. All hosting costs are included within the monthly plan, with no additional expense required. Magento meanwhile is free to install, but you’ll need to pay for security, web hosting, domain, and so on.

Shopify has three packages to choose from, with fixed monthly rates. In contrast, the overall cost of Magento will depend on various factors.

It should be noted that Magento offers Enterprise packages for large-scale businesses. This price plan is specific to each business.

Magneto comes out useful for enterprises and businesses with complex and specific needs whereas Shopify is more for businesses who have simple e-commerce requirements. After weighing all the pros and cons, it depends on your business needs as to which one you should go for.

­­Keep in touch with Red Berries – A Digital Marketing Company In Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.

SEM vs. SEO: What’s the Difference and Which is Right for My Business?

SEM vs. SEO: There are two types of search results in Search Engines like Google, Yahoo, and Bing: Paid and Organic

SEM (Search Engine Marketing or Search Ads): SEM uses paid strategies to appear in the search results. This is done by buying traffic through paid search listings from search engines such as Google, Yahoo, and Bing. When a company pays Search Engines for clicks, the paid result shows up at the beginning of the search results.

SEO (Search Engine Optimisation): SEO uses Organic results that Google finds most relevant to the query by using organic strategies to appear in the search results. The organic listings in the search results are gained by consistent efforts of optimizing the brand website on different levels, for example, your website speed and performance.

The way forward for SEO is, to begin with, a website and be consistent with the SEO trends and updates.

An effective and targeted Search Engine Advertising campaign can be created with the help of Search Engine Marketing (SEM) which is commonly known as (Search Ads). This will enhance the traffic to your website and will help rank the website on the Search Engine Page Results (SERPs) for the key phrases which are currently not ranked organically.

“SEO is free” is a common notion, but that is not quite true, getting your website optimized with the intention of being on the Google search results takes time, attention, and last but not least a budget to get the top results of a search engine. There are many factors you should know while practicing SEO. Although it is basically an upfront expenditure, it pays returns in the future, except for any maintenance costs. On the contrary, you must pay for one of your advertisements with SEM, for each click.


Using SEMs (Google ads) to target more difficult keywords and concentrate SEO efforts on longtail keywords, which have a lower search frequency and are easier to rank.

Four ways of using SEO or SEM for optimum exposure and traffic from search engines are given below.

  • Run advertisements for competitive keywords.
  • For ad-heavy keywords, use PPC and SEO.
  • Usage SEO for informational keywords
  • To monopolize the performance, use SEO and PPC.

Another big difference is that SEO takes a lot of time to work and deliver outputs, especially if the website is new, while PPC is almost instantaneous. So it depends better on the overall digital marketing objectives. You should resort to SEO if you want to develop a long-term online business without relying on paying traffic.

When should you focus only on SEO

You Have a Very Limited Budget: You probably want to rely on SEO if you are a startup or a small company with a relatively small marketing budget. There could be no ROI for months or years in your SEO budget. However, it also makes more sense than burning your PPC advertising marketing budget for one week only.

You Can Rank For Informational Keywords: We already know the keywords that are most interesting to us and how many people look for them. The next step is to use the data to prepare our marketing strategies by adjusting these keywords to our website, blog, and social media. Informational keywords are terms like “What is X” or “How to X”. While search queries such as these cannot be very well converted, they obtain a lot of search volume. Then SEO would probably be your best bet if you believe you can write great content on topics customers in Google look for.

You Can Wait: SEO and content marketing need time to bring in the results. You can go for SEO if you can take 6-12 months and wait for legit traffic to roll in Google search.

You’re Good at Link Building: High-quality content creation is a core component of Google’s ranking. But that doesn’t suffice. You could also use a couple of separate link-building tactics if you are serious about rating, in order to link other websites to you. The effort that we put into SEO is for gaining organic listings.

SEM helps build a more powerful and targeted advertising campaign that will help you identify the words you are not organically ranked for on your website.

SEO and SEM are stronger when working together than they would individually work. You can use SEM (Search Ads) and work on the SEO campaign parallelly if you want to bring in quality traffic to your website. The important factor to remember is that both are only as good as the website that is being marketed. If the performance of the website does not have the quality that Google claims, both SEO and SEM won’t work and you will be disappointed. The goal is to gain visibility on the Search Engine Results Pages (SERP) and more importantly to drive traffic to the website. Each approach uses click-through rates (CTR) strategies which allows more people to click the search results.

Your marketing campaign will perform more successfully by having your SEO and SEM partnership work cohesively together. Request a free consultation.

Keep in touch with Red Berries – The best SEO company in Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.

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Improving SEO Through Internal Link Building

Nowadays, small businesses want to increase their online visibility organically. Internal link building is one such Search Engine Optimization (SEO) tactic that will increase website traffic without incurring any additional cost. Internal link building is one of the many SEO tactics which can be used to improve search engine rankings.

Internal Link Building and SEO

Below listed are some of the factors which may affect the page rankings of your website:

  • Content: How relevant and accurate it is to the user’s search query and the overall quality of the content.
  • Social Sharing: Number of visitors who have shared your content on social media and their online credibility.
  • Links: Quality of inbound & outbound links.

Adding Internal Links to Your Website

You can add internal links on most of the CMS platforms quite easily by highlighting the text and clicking on the icon.

Ensure that when users click on the anchor text, it redirects them to a relevant page. The link of the page and the text on which it’s hyperlinked should be related.

Pages You Must Internally Link

The homepage of your website has the greatest “authority” as far as Google search engine is concerned. Content with links on the homepage will have higher credibility than other internal links. Product and services pages are usually considered to have the highest “authority” after the homepage. You will need to make sure that all the pages are somehow internally linked, whether they are blogs or various subpages of the website. This helps the users to redirect and access the information they want to quite easily.

Amount of Internal Linking You Should Do

There is no number set in stone when it comes to the question: how many internal links should be on a page? However, there are certain sets of guidelines that will help you determine how much linking is appropriate. Some of those are:

  • Help users to navigate easily through the website. Links are designed to help users navigate the entire internet and your website is no different from it.
  • Avoid linking pages that are irrelevant to the content. Use precise and accurate anchor text for internal linking.
  • Do not add links to the entire page. It makes content to read harder and may even decrease the quality score of your website.

These are some simple internal linking techniques you can apply to your website for no additional costs and increase traffic to your website, organically.

Keep in touch with Red Berries – A social media marketing agency in Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.

How Can Programmatic Advertising be Dangerous?

Programmatic ads are using software to buy digital advertising. While the normal method includes requests for proposals, tenders, quotes, and human negotiation, programmatic purchasing makes use of computers and algorithms to get display space.

Nevertheless, the ad buying process is not entirely automated. Traditionally you would have prepared insertion orders or added tags manually, which can be menial but labor-intensive.

Programmatic media purchasing helps the “owner/company” to tailor a relevant and innovative message to the right person, in the right context at the right time – leveraging viewer knowledge from the client (the consumers you want to target) around the type of audience they want.

This approach will offer far more specificity and versatility of content and media, resulting in more effectively tailored ads, and less of digital advertising’s “spray and pray” technique – which is less targeted and dependent on sheer volume (mostly impressions).

What about Programmatic Advertising and RTB (Real-time buying)?

Programmatic RTB is different from PPC-just as it is done for advertising display only. It’s an automated way to buy media that is purchased and distributed in real-time across technology channels.

What is an Ad Exchange?

An Ad Exchange is where marketers negotiate with advertisers and agree to a price for showing their advertising. This functions much like a stock market’s trading floor but for ads on digital displays.

Many ad exchanges nowadays function via real-time auctions, where ad transactions are made while a visitor loads a website.

How are ad networks different from ad exchanges?

An ad network is a portal that is linked to a number of websites and sells inventory on those pages to advertisers, whereas an ad exchange is a trading floor where advertisers may purchase ad space from several ad networks.

Mobile Ad Exchanges

Traditionally, ad exchanges have been used as a means for advertisers to auction off unsold inventories to the highest bidder, after manually selling their premium inventory.

What is a Supply-Side Platform (SSP)?

In the same way, marketers handle their programmatic ad buying using Demand-Side Platforms, publishers use a Supply-Side Platform to manage their display space.

Supply-Side Platform
Supply-Side Platform

How can these types of ads be dangerous?

Big advertisers pulled YouTube advertising over fears that the video platform was unable to promise that advertisements would not be seen on extremist content.

Ad Fraud:

Ad fraud happens when the advertisements are not seen or when non-human traffic is seen in the advertisement.

If advertisements are seen by non-human traffic (i.e. bots), the impressions and clicks are created by fake traffic. These are scripts that claim to be human by browsing websites, watching advertisements, imitating mouse movements and clicks, and even producing (therefore triggering conversions) fake form submissions.

When advertisements are not seen, this means ads are not available to the user but impressions (and sometimes clicks) are still produced. We use the phrase “visibility” to define whether the ad may have been viewable.

Here are some cases that give the impression of fraud:

  • Only the top ad is clear when ads are put behind each other. The advertisements on the back have a viewability of zero percent. This is called “ad-stacking.”
  • If dishonest publishers claim to be a different publisher by establishing a domain account they do not own. This is called “domain spoofing.” Advertisers purchase the inventory of those publishers who are not aware of what is wrong.
  • Compared to domain spoofing, the RTB program may bundle several publishers and website networks under one Site ID. Inside the package, advertisers purchase inventory on this Site ID and do not know that their advertisements that appear on a different site. This is ‘ intentionally misrepresented ‘ inventory.

Difficult to set up:

It is difficult to set up. Establishing a campaign on Facebook or Google Adwords isn’t as difficult as it is. You need months of training to get to the level of technical expertise required to set up a programmatic campaign. Also, it takes years of experience to set up good campaigns.

Require specialists to set up campaigns

If you have no previous experience you will at best be very ineffective. Until you can log into your site, you need to have a very simple plan in place. You need to know which person has to be targeted, how much is the value of a click and what happens when a user clicks to get to your website.

Always do your due diligence before you choose any particular type of advertising tool for your campaigns. Perform a test campaign for a short period to determine results and other issues before investing your entire ad budget into it.

Keep in touch with Red Berries – A Digital Marketing Company In Dubai to keep yourself updated on emerging issues in the Digital industry. If you have any questions, require any help or you looking for a Digital Marketing Agency Dubai then, contact us today!. Also like us on Facebook, follow us on Twitter and Linkedin for more updates.