This page has a list of tips for a webmaster – right from choosing his keywords, writing title and meta tags, advice about image and video alt tags. It even advises users to replace words like “about us” with the name of the organisation to make it more keyword rich.

The Indian government sure is set to go places!

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1. Junior SEO

2. Applications Developer (PHP)

3. SEM (PPC) analyst

4. Content writer

You can get more details here and can also apply online. Go for it, we are waiting to hear from you.

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Today, our breed is thriving. Everyone has an online marketing agency or is planning to get one. Companies now have an ‘online marketing manager’ and even are trying out ‘ SEO Manager’ and ‘Affiliate Marketing Manager’.

Ten years from now, there might not be a search engine result page to compete for ranks. The web will be much more semantic – deriving meaning not only from the content of a page, but also by the structure of information arrangement. The web might also be omnipresent, with very blurred and/or thin lines between the desktop, the mobile and home appliances. Marketing to consumers will evolve and so will we.

About 15 years ago, there was a hallowed professional called the stock broker.  Either way the market went, the stock broker was earning his cut. Then came the electronic stock exchanges who charged razor thin margins. The stock broker had to reinvent himself. He is now usually managing portfolios. He has to advise and he has to predict and he has to earn his commission on performance and not on transacting.

This industry will also get paid only on performance and will have to adapt and learn new technologies. We will have to run very hard to keep us from falling behind.  Devices will start talking to other devices and to banks. Privacy laws will become tougher, but there will be much more data to play with. Customers might block away unsolicited ads completely but will also begin to solicit in an informed manner. The website will

The mobile revolution is just a trailer of the entire reinvention movie. It is exciting – much in the same way a roller coaster is.

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A well designed article site therefore acts as a machine in perpetual motion. Articles are submitted by authors, who want to establish themselves or want to gain links. Every article can have a few links, which are inserted by the article owner. It is quite common for search engine optimisers to submit articles to gain these links.

An article website is a barter marketplace – Authors submit articles to gain recognition and links. Article websites offer both and want the uniquely written article content in return.

This is where our problem begins. Article website accept articles with links. We are happy with the link we get. However, what happens with some of the article websites is this -

1. Article websites remove the links a few months after the article is published
2. Article websites might insert their own links into articles
3. Article websites might remove the entire article after a few months

The marketplace of links-for-content also places a reduced value on the quality of the content. This is often capitalised by the authors, who regularly rehash their articles and lead to content and SERP spam.

What would be interesting would be to have an article website, which accepts only good quality content, and gives out perpetual links in return.

Here’s hoping for that to happen!

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Social media is different – it is new and it is still evolving. While traditional online channels could be compared along the dimensions of risk, targeting and monetising models, social media does not really fit in very well. The differences between an affiliate sending traffic to you compared to you buying traffic from Google on these dimensions are below:

1. Risk – Who bears the risk of conversion – the risk of conversion sits with the affiliate alone as in the latter case, Google gets paid on a click

2. Targeting – How well is a user identified as a potential buyer – Similar in both cases- A user clicks a button for more information and writes out a keyword for more information

3. Commercials – What is the payment for the advertising based upon – Payment is based on competitive bidding, but in both cases, there is an element of earning per click which comes into play by the volume provider.

Social media fails to fit into such a model except as an over-simplification. The reasons for this are the same as the reasons for its popularity. Social media is -

1. Free in form – blogs, tweets, posts, discussions, status messages… (and pokes)

2. Free in channel and media – the web and the phone converge here – text, images, videos, maps and mashups are all equally acceptable

3. Free to edit, create, contribute, destroy – Yes, of course you can. Of all things, even an encyclpaedia is freely editable (but in a social manner)

4. Free of control – In the traditional sense, yes. There is no one owner. There can not be. It won’t be social any more.

5. Very important for a marketer – Free to engage and influence – The customer is present, directly and without any intervening chatter. You can chat him up – one on one – like never before. He can single you out (for good or for bad)

Search engine advertising was the magical new boy in college – strange at first but a well behaved person who lived by the rules, albeit new ones. You had to learn his language and customs and he became your best friend and did magical new things for you. Social media advertising is the brash new rock star – everyone wants to be with her but no one really knows how to tame her.

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Suppose a client is in a contract with an agency to deliver around 5000 leads a month at $10 each. In a given month, the client asks for 10000 leads.

Assuming that the agency is delivering the cheapest possible leads, the cost of every additional lead will lead to the average cost of acquisition for the agency to increase. This will lead to a squeeze of margins, to the extent where the marginal profit per lead is negative.

Have a look at the table below.

Case 1

As the volume increases, the agency profits increases, then stays constant and then actually falls. What if the client has asked for as many leads as possible for $10?

From the example above, the agency would try to hover around its profit maximization point and send only between 7000 and 9000 leads. This is dissonance.

What if the client recognizes this problem and then lets the agency charge a higher cost per lead as volume increases. Have a look at the table below.

Case 2

*Agency’s cost to generate a lead

+Agency’s selling price for a lead

In the above table, the agency is happy with the increasing profits.

Below is a summary of lead cost for the client and the agency in the two cases:

In this case, the objectives are aligned. The client is happy with more leads and the agency with more profits.

The trick here would be to decide on the slabs and the cost of a lead paid by the client.

Usually in negotiations, the level of transparency is very low, because of which arriving at a well aligned cost ladder like the one above will be difficult.

How about a solution which goes like this?

Have 100% transparency in the cost of a lead and pay a fixed commission per lead which is between 3-6% depending upon spend levels (the higher the spend, lower the commission). All incentives are aligned – the client spends more when the agency is able to keep costs low and deliver higher volumes and the agency has to work hard to ensure the same.

This is what we propose to our clients in situations like this.

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We have been meeting a few potential clients.

Setting up shop in India is quite exciting. There is a lot of agencies in this space. We need to offer a transparent and differentiated service offering. We think that our past experience and our processes will help us with our delivery and eventually in building long term client relationships.

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Envigo will be offering a full service suite to its clients – search engine marketing (be in paid search or SEO), affiliate marketing, marketing led tech development, web 2.0 development, web analytics. We are working hard on getting some partnerships in place with some of our technology partners.

The team at Envigo has some members of a leading’s OTA’s online marketing team at its core. We will use our networks and our contacts to grow this team and this business. The online travel space is very competitive in the US and the UK and this team has worked in this trade for some time now. It is the experience and the learning gained in this trade which we hope will help us create and deliver value to our clients.

We also hope to have and maintain a transparent approach in our dealings with our clients and with our partners. We are here for the long run and it is important for us to become a trustworthy vendor and partner.

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