Digital Printing

In this type of printing, the text or image data is fetched by the printer in digital form. A typical commercial digital printing machine can print on a 12 inches X 18 inches or 14 inches X 20 inches approx. sized paper while most inkjets print on an 8 inches X 11 inches approx. (A4) papers while heavy-duty officejets can print on higher sizes. 

Digital Printing is suitable for tens to several hundred copies. Printing through a small printer at home or office is the simplest example of digital printing while they may be larger machines involved for commercial purposes. Digital printing mainly uses liquid ink or dry ink. Liquid ink is used in Inkjet Printers while the later is used in Laser Printers.

Liquid Ink consists of three components- vehicle (the liquid part), colorant (organic or inorganic particles of color suspended in the vehicle), and dryer (a catalyst added to increase the speed of drying of the ink).

Liquid Inks can be further divided into the following types-

a. Dye Based Inks: In these inks, the vehicle is water or glycol. These ink are used on surfaces that can quickly absorb the colorant to produce vibrant graphics. y are widely used in Inkjets, DeskJet, and Officejet printers. They tend to be the cheapest and most environment-friendly among all the types of liquid inks discussed here. However, they are not waterproof and can leave stains on the spillage of liquid on the printed material.

b. Solvent Based Inks: These inks use volatile organic compounds as the vehicle which are toxic and not environment-friendly. Solvent inks are durable and provide good coverage. They are not the cheapest but cost-effective. These ink are used in commercial digital printers by Spectra Polaris, Konica Minolta, etc.. Good quality solvent inks with good systems provide the best digital print with maximum durability.

c. Pigment Based Inks: These inks are the most expensive among the three and produce cutting edge long-lasting graphics. Hence, they are used in photo printers.

Dry Inks are powder inks used in toners for laser printers and many laser photocopier machines. These are the cheapest inks of all and can fade off in the future.

Offset Printing

In this type of printing, the text or image is transferred from a plate to a rubber blanket which in turn transfers it to the printing surface. As the definition suggests, these systems are extended machinery that requires power and space.

Once an offset master plate is set, it is ready to print several thousand copies of the plate. Offset machines can hold paper of large sizes namely, Demy (17.75 x 22.5 in), Double Demy(22.5 x 35.5 in), Crown (16.25 x 21.0 in), Quad (30.0 x 40.0 in), e.t.c.

Thus, offset printing is not suitable for printing lower quantities but while printing in large quantities, the cost per piece is very low.

Offset printing uses paste inks that are highly viscous (thick). The components are the same as that of liquid ink discussed above. They are delivered in canisters, unlike digital printing where the ink with all the components comes packed in a refillable or non-refillable cartridge or bottles of 50 or a few hundred milliliters. The offset inks are categorized according to the way they are cured in the printing machine.

a. Heat-Set: They are used for printing catalogs and magazines (color) and cured by firstly heating and then rapid cooling.

b. Cold-Set: These inks are directly set on the absorbing medium (the paper) without any complex heating mechanism. They are used for printing books and newspapers. this is the most economical offset option.

c. Energy-Cured: These inks are cured by the application of high energy sources like electron beam or ultraviolet rays. They are the highest quality and most expensive offset inks and machinery.

*All the discussed ink types cannot be used in the same offset machinery. An offset machine is specialized to use a specific type of ink and curing process and hence its cost.

COMMENTS

In digital printing, the cost of ink and paper can be assumed on a per-page basis while in offset printing, the cost of paper is on a per “ream” (500 sheets of a definite sized paper= 1 ream) basis and that for the ink is on a weight basis for the manufacturer. Thus, it is evident that in offset printing the cost of per piece production can be far lower than digital printing. But offset printing cannot be used for printing low quantities and in fact the minimum recommended copies are 1000 for color and 500 for b/w in offset printing.

Furthermore, be it offset or digital print, the cost of production will fluctuate depending upon the type and also the brand of the printing device or machinery, including the type and subsequently the brand of the ink and adulteration in the ink.

Notes:

*all paper sizes depicted in this article are only approximate calculations.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Digital & Offset Printing- An Overview appeared first on Publishing | Digital Marketing.

If you are an author and wish to get your book published, you must know about specific types of rights. These are Copyright, Publishing Rights, Distribution Rights, and Marketing Rights.

As the creator, you possess the copyright. However, if you involve an artist or a co-writer or any contributor, you may share the credits with them. But this is subject to the type of negotiation and agreement you have done with the contributors. Thus, you can enter into an agreement to buy them out without credits too. We always recommend giving the credits.

Copyright

Copyright can be obtained by applying to a designated copyrighting agency in the country of citizenship of one of the writers or contributors or the country of registration of the publisher (may not be allowed in some countries) by paying the necessary fee.

If you do not apply for copyright but possess a non-manipulatable record or precisely digital record of your work, you will still be able to sue an individual or entity for theft of your work. The legal battle will however take a bit longer. Copyright is both a certificate and evidence whereas a digital record is a piece of evidence.

The copyright term varies from country to country. The maximum is 110-120 years, which may change in the future. After the expiry of this term, work will go into the PUBLIC DOMAIN. Thereafter, anyone can copy, recreate, or reproduce the work without permission from its creators.

Will a Copyright issued in one country be valid all over the Globe?

The copyright issued in a country will be respected by all the countries that have signed the “Berne Convention.”

Read More on the Berne Convention

See the list of countries in the Berne Convention

FAQ:

a. I possess the copyright as the creator then why do I need to worry about the printing or other rights?

Ans: The copyright in fact refers to intellectual property that gives its owner the exclusive right to make copies of a creative work. As long as an author has not entered into an agreement with anybody, he is the sole owner of his book and all its rights. But as soon as an author enters into an agreement with a publisher or filmmaker or any such person or entity, other rights automatically come into question which is in keeping with the agreement; thereafter, the author, just because he owns the copyright, cannot enter into an agreement with another entity or person without concerning the former.

As a general rule, for regular or traditional or sponsored publishing (mainly those with high sponsorships) the publisher claims the distribution, printing, and rights for other versions, with the marketing/ advertising rights being arbitrary. If a filmmaker approaches an author for an unpublished book or story and is ready to make a movie on it, then he claims only the AudioVisual and its Distribution Rights and is not bothered with the other versions like print; but if a filmmaker approaches an author for a published book or story, the publisher must also be concerned along with the Author. 

The Publishing Process and Publishing Rights

If you are publishing your own book you will hold the publishing rights. But publishing requires a technical understanding mainly in ‘setting’ the book in a couple of professional software for its different format.

Though you may learn to use such software. But the process is time-consuming. Besides some of this software is costly. But if you have an option you can go for it. The next hurdle in publishing is grammatical editing and proofreading. To be honest, nowadays there are applications for this job. However, the first issue with these tools is that 45% of the time, they show false-negative results and bogus suggestions or improvement tips that may not go well with the message you wish to portray, which can be tricky if you do not have the required skill in grammar. The second issue is that these tools cannot work on advanced editing and will not be helpful in case your content requires serious improvements in the composition.

Distribution Rights

An author cannot distribute the book himself on a large scale as the process will require having a business organization with a valid tax id.

If you are going with a publisher, they will take care of the hurdles in the process, including assistance in obtaining copyright as well as the distribution. However, if you have published a book on your own, you have to approach a publisher or distribution agency for its circulation ultimately. We always recommend a publisher over a distribution agency as they will understand the temperament better.

Marketing & Advertising

The next catch is with marketing. The distribution agency or publisher will not market your book until the book reaches an all-time high sales statistics itself. One reason why still many writers go after hyped publishers with some even paying for this is not that the big publishers do the marketing but only an ‘ideology,’ that the publisher’s hype will give added value to their book and make them sell. I call that an ideology because a good book always sells sooner or later, irrespective of the publisher, but takes a lot of time, at times a decade.

But, after 2018, digital publishing and media started to tighten their market grip. It is obvious that in the next 5 to 10 years i.e. by 2025- 2030, print publishing will become ‘seriously diminished.’

With this new trend, awareness spreads fast and vast. The hype of the publisher cannot benefit a book anymore. The success of a book now depends on only two factors (i) the quality of the content, and, (ii) the presentation to the public. Thus, the publisher has now a big role to play in guiding the writers for improvements and dedicating their time to spread awareness among the readers through digital media and marketing. In this age, you should choose a publisher who will put the dedication and act with responsibility and not a hyped one. You must not be taken in for a ‘higher share in royalty’ as well.

The Fact About Marketing Strategies

One thing that has still not changed; that is the publisher will not market your book until they see its growth. You cannot blame a publisher for this. There is a valid reason; let us take an example. Say a publisher publishes 500 books in a year. With this number of published books, as a general formula, 25-50 books will sell well, and only 1 or 2 books may become best sellers. So, if a publisher goes for marketing all the 500 books, the loss from the failure of 400 to 450 will be so high which the success of the 50 books cannot neutralize. This will bring the downfall of the publisher within 2-3 years.

But in recent times, one positive thing has happened that is with the end-of-life for traditional marketing, as digital advertising takes the lead, advertisement has become 50 times cheaper; this enabled many authors to go for marketing the books on their own with calculated investments.

The Marketing & Advertising Rights

Now let me discuss marketing rights. You might have published your book through a publisher or yourself, but wish to go with a marketing agency for its promotion, you will then have to grant them the marketing rights.

Final Comments

The copyright is with the creator(s) and contributor(s). If a member of the publisher is also a contributor, he may join the copyright as well.

The printing, publishing and distribution rights for all versions are claimed by the publisher, which he can share or lease to another party or publisher. You cannot publish or distribute the book yourself or engage another party for the same whatsoever without concerning your existing publisher unless there is an ‘exceptional clause’ in the agreement.

Exceptional clauses are contrasting conditions to the ones that generally exists. You will never be allowed to introduce an ‘exceptional clause’ unless you are already a bestselling author or you have Self-Published without any sponsorship.

The marketing rights are generally liberal, and even when you have proceeded with a publisher, he puts no restriction on it. Hence, you may engage an agency for marketing or do it yourself as well; you should however read your agreement for more clarification.

In the present scenario, i.e. the diminishing market of traditional or print publishing and old advertising techniques, and the rise of digital publishing and marketing, a wise decision will be to choose a responsible and dedicated ‘publisher,’ and go for digital publishing and digital marketing.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Publishing Rights, Distribution Rights, Copyright & the Public Domain appeared first on Publishing | Digital Marketing.

Compilation of Data

Creating the Outline

Before starting, what you need to have is a list of headlines that will give you an idea about what information to include. You can browse a couple of websites across the internet to justify what is already available and then select your own set of headlines, which will make your article different, unique, and valuable and help people to gain the right knowledge.

Collection of Data

Next is an excellent collection of data w.r.t the headlines. It is an excellent idea to write from your experience. But you may still need the help of good books and papers. Your headlines now tell you what you need to study. If you aspire to be a good writer and, of course, a responsible one, then you must select good sources for data collection. Such good sources can be books by excellent and accountable authors. Your list of headlines further suggests the books or papers or topics that you may need to study.

Find ‘Good Books’ to Refer?

You may not always purchase these books as you may find the topic you are looking for at “Google Book Preview,” or websites like “Scribd.” You may sometimes even see the books for download. If you want to know about a list of sites where you can download valuable books, please write to us.

What Sites are Decent for Procuring Information?

Additionally, scientific journals, blogs by responsible publishers or authors can also serve as a useful source of information. Referring to websites by anyone and everyone is never a right choice and may lead to misinformation. So, you must choose sites with verified and dedicated authors. A few such examples are mentioned below:

National Center for Biotechnology Information

Centers for Disease Control and Prevention

Nature

Research Gate

Science Direct

Wise2Wisdom

So, after you have decided on the books, papers, and websites to study, you can make a word file or text document copying, or I must rather say compiling all the content into it. This document may, of course, be way more significant than your article. You must also make a note of all the sources and website links simultaneously and include them in a ‘list of references.’ It is imperative as it may be required in case you are challenged by a reader regarding the information you have brought forward.

You may Require Additional References!

Now, you must study the document and understand it clearly. If something is not bright, you should consult additional sources or watch a video or animation on that topic on YouTube or any such site. While choosing the video or source for additional or supporting information you must again be careful about the author/ creator of the video, animation, or cause or whatever. You can still take note of the links in your list of references.

When you are writing a novel or a story especially from your imagination, you do not require to compile data or the headings, instead, you may think of the chapters and proceed along with the natural flow of thoughts.

Make Your Own Composition

Now that you are fully prepared, you should write your article in another document absolutely based on your understanding of your own composition.

Plagiarism is Unacceptable

The most crucial factor that has to be taken care of while writing content is “plagiarism,” or copied content or scraped content. If you are copying something directly from another source, this is a copied or plagiarized content. It does not matter whether you have scraped a few sentences or an entire paragraph; plagiarised is plagiarised.

As in this digital age, every piece of information is digitalized in one way or the other; plagiarised content will be easily detected by the publishers as we use professional plagiarism checkers. It sometimes might happen that a few of your own sentences have somehow matched with something already published. This is not strange.

However, if you wish to depict a ‘theory,’ or similar stuff where you need to use the original text, you may copy the original content but with ‘citations.’ It is better to place such things as a ‘quote.’

If you are presenting an entire book or major portions of a book written by someone else in a modified, translated, illustrated or any other form, you must either obtain written permission from its creator or writer or else make sure that the work is evidently in the public domain. Also, in both the cases, you must not depict yourself as the author but mandatorily mention the original author as the ‘author’ and identify yourself as the modifier/ illustrator/ translator/ editor/ etc.

I would here cite a quote from WiseOldSayings Website by the famous English novelist Anthony Horowitz.

“Writers who copy or plagiarise others are dreaming in another man’s sleep.”

Paraphrased content is never a Good Option Either!

Now, here is a catch- you may remove the plagiarism by shuffling the words or introducing a few new words. This will, though, initially bypass the plagiarism checker but will be caught later during advanced checks and manual editing. More seriously, the websites from where the information has been scraped or Google itself may complain about it. This will also bring down your reputation and the passion of the readers.

Once the publisher comes to know about scraped content, it will severely impact your reputation. Besides, a reader browsing across different websites may also come to realize scraped content and submit a negative review. In the worst-case scenario, the writer may receive a copyright violation notice from the original creator. Just try to imagine how would you feel if you find extracts from your creations being displayed in someone else’s name in a plagiarised form or just by paraphrasing the words and sentences.

If you are writing on the go, i.e., say you have opened up a couple of websites and books and directly copying the sentences and editing them, then you are at a huge risk for developing scraped or paraphrased content. Such content is of inferior value. And say you have used an automated tool to rephrase the scraped content then “boom,” that is another paraphrasing. You must always use your own intelligence and composition.

Table-1. Plagiarised, Paraphrased, and Genuine- the Difference!

Below is a practical example of plagiarised, scraped, and genuine content.

Genuine (High Value):

SOS (Silicon on Sapphire) is a relatively new technology over CMOS (Complementary Metal Oxide Semi-Conductor). It facilitates efficient signaling between the substrate and channels owing to its capacity to reduce ‘frequency degradation.’ This is the reason they are preferably used in making ‘Patch Chips.’

#If you have found and used an excellent paraphrasing software or application that gives you high value content, you must always keep in mind that the software/ application would give more or less the same result for the same content to multiple users.

Read More about Scraped Content from Google Support

Read More about Paraphrased Content from Google Support

How to Check for Plagiarism?

You can use a paid professional tool or some free tools in combination. Free tools are not more than 55% reliable at all times, so you must use them in combination. As a fact, the paid tools are not 100% reliable too. Thus, the combination of options is always better. The following free options in combinations should be enough for a writer. The free tools may have a limitation on the number of searches per day or the number of words you can enter at a time; so, you may require to perform the test in installments. They may require you to register as well.

Please note that submitting your creation to an unreliable website or app may result in theft of your content. We do not comment on the reliability of the above tools. However, in the paid category, tools like Grammarly, Pro Writing Aid, etc. can be relied upon.

In the paid category, the plagiarism checker in Grammarly performed much better than the others, such as Pro Writing Aid. The paid tools seemed to have an ‘intelligent phrase-based’ search algorithm.

But amongst all the tools discussed, including the paid ones, only Pre-Post SEO was able to detect paraphrased content adequately.

Accidental Plagiarism

It may sometimes happen such that some of your own sentences that are simple in nature matches with other source or sources and are tagged as plagiarised. These sentences or combinations of phrases are so simple that naturally many writers have used them. You may retain this type of plagiarised sentences but after making sure that the total plagiarism of the entire script excluding quotations is less than 5 percent. However if entire sentences or major portions of paragraphs or complex and creative short sentences are plagiarised, they must be altered.

Content Theft

With increasing incidences of content theft, you must be cautious not to share your manuscript or submit it to unreliable sources for any reason. Your manuscript is only to be submitted to a good publisher for publishing or review.

Also, you must not post more than 5% of your content to social media or blogging or any other sites other than your own. Additionally, you must note that if more than 10% of your content is available online then there can be certain restriction on the listing, sale and advertising of your book on platforms like Amazon Kindle, Amazon Print, Google Play Books, and many more.

Changing Paragraph & Creating Headings

The next thing to take care of in your article is to prevent the article from looking bloated. This will allure the reader. It is the key to ‘engaging content.’ In this regard, you must create sufficient headlines (headings and sub-headings). The headings or sub-headings must be in bold with only the first letter of the important words in the capital.

You must also change the paragraph very often. I suggest changing the paragraph before every 100 words and a headline every 250 words.

Content Quality & Grammar Check

To write good content, your composition has to be good. I will mention some tips which are prerequisites to a beautiful composition but missed by many.

# Write in an easy and simple language using some stylish but not tough ‘words.’

# Always keep a watch on the use of tense and preposition.

# Keep the use of passive voice to the minimum.

# Avoid too lengthy sentences as much as possible.

# Try not to use too many articles and determiners in a single sentence.

# Do not repeat a word too much. Instead, use its synonyms in rotation. This may not be possible for scientific or technical writing.

You must always check your script or content for basic grammatical errors and spellings before submitting them. While you can proofread your script multiple times, the better way is to use a free or paid good grammar checking tool. However, you ought to have a decent knowledge of grammar as all these tools show you false positive and nonsense suggestions at times, which you have to realize yourself.

Lastly, you must manually revise the entire content at least two to three times.

Fast Track>> There are many free and paid or mixed grammar editing tools out there. Grammarly is a paid tool with a free version. The free version allows all basic grammar editing.

Fast Track Info

If you have included the name of a scientist or philosopher who may not be that popular or included a term that may not be clear under the topic you are writing, then you must consist of fast track info on that ‘person,’ or ‘term.’ Fast track info must not be plagiarised or scraped.

Setting a Subject or Key-phrase

You must set one subject or key-phrase before starting to write. Your first paragraph must be focussed on this subject or key-phrase. The Key-Phrase for this write up is: “writing a good article.”

Inserting and Using Images, Charts, and Tables

Charts and tables should not be copied. They can be created easily in a word processing application such as ‘Microsoft Word.’ The tables and charts used in this article have been created using the same.

We understand that as a writer, we may not possess photography or drawing or graphic designing skill or time for the same. So, I will not suggest using your own images. But you should not use copyrighted material. Doing so may land you in a legal issue. What you can do is use a royalty-free image. Many websites offer royalty-free images for free. A few of them have been mentioned below.

Wikimedia

Centre for Disease Control and Prevention

Research gate

Cell Image Library

Pexels

Pixabay

Unsplash

I understand that you may not always find all that you exactly require. But this is a bitter truth which you have to digest.

If you wish to use an audio or music or a video in your article, the process is the same as images.

You must note that whenever you use royalty-free work, image, music, or a video or whatever, you have to provide credits to the creator. We suggest maintaining a list of all the links to such stuff used along with the list of references.

Fast Track>> The public domain consists of all the work with expired copyright. It would be controversial to use a work which is not in the public domain but has an expired copyright or a work which does not have an official copyright at all or its date of first publishing is unknown.

If a work does not have official copyright, you may still land into trouble upon using it if the owner has proof of ‘ownership,’ or ‘publishing.’

Read more about Public Domain and Copyright.

Image Credits:

Main Image: Pexels@Pixabay

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Writing a Good Content or Article or a Non-Fiction Book appeared first on Publishing | Digital Marketing.

First of all, you must note that the difference between web and website; that is when somebody tells you about ‘web’ it will refer to anything that runs or is available on the internet, maybe a website or app or software, etc. unlike a website.

Now, let me define the difference between web design and web development, web design basically deals with the designing or graphics part while web development deals with hardcore development. However, if someone tells you that he is into web designing does not necessarily mean that he will do nothing related to development; but the development will be specific. This is because software and application development requires extensive methodologies that are better executed by developers/ agencies dedicated to development who can undertake such extensive projects. Whereas, a website project be it informational or e-commerce can be well-executed by a soft-developer.

A web designing or digital marketing agency may possess the necessary development skills but will not undertake an extensive development project owing to deviation from their focus area.

So, when you require a website you have to be sure about the features you need. You may need only an informational website or a website with an e-commerce feature or a  website, especially for content-based marketing. In this case, you must approach a digital marketing agency that offers such small scale web development. This will help make the website target specific, SEO optimized, and audience ready.

If you require an application or informational or e-commerce website with an application in it (for example- Cab booking website or app, multi-level marketing website, website or app for accounting, etc.) I would recommend keeping the app-based site and informational or e-commerce site separate and approach a full-fledged web developer/ development agency for the app-based site and a marketing agency for the informational or e-commerce site.

You must note that the dedicated web or app developers/ development agencies are not the best in making a website target specific, SEO optimized, audience ready, or marketing specific.

The best companies hire all the three- first a dedicated developer for top class development, followed by a designer for the best graphics and cutting edge design, and then a marketing expert for the best audience level optimization.

Requirements for a Website

A. Domain

The first step is to get an appropriate domain. Domain can be .com, .org, .net, .biz, .org, .edu, .country_code such as .UK, .us, .in, .de e.t.c, for example, mageorange.com Though the server where your information resides can be reached by its IP address, a domain is the professional way and easier to remember.

Parts of a Domain:

a. URL: The entire website address along with all its components is known as the URL.

b. WWW: It stands for world wide web and indicates that the website is available on the internet in other words, any client i.e a device running a program i.e a browser can access or retrieve information from the website as it is hosted on a device or across a network of devices that serves its contents (server).

c. Transfer Protocol: http:// (Hypertext Transfer Protocol), https:// Hypertext Transfer Protocol Secure tells the browser and the website about how the data must be transferred. https indicates that the data is transferred using special encryption and hence more secure.

d. TLD or Top Level Domain: It is the part of the domain to the right of the (.) dot viz. com, org, us, etc.

e. SLD or Second Level Domain: It is the part of the domain to the left of the (.) dot. In www.mageorange.com, “mageorange” is the SLD.

Sub-Domain

It is an optional extension of the original domain for example “store.mageorange.com”

*Directories: For example “mageorange.com/store/” 

DNS or Domain Name System

It tells how a website can be translated into its IP address.

DNS or Domain Name Server

A DNS server takes a domain and resolves it into its IP address

IP Address/ Server IP

It is a string of numbers that identifies the server where the information to be retrieved is located.

Dedicated IP and Shared IP

An IP address may be shared between all the users (or simply websites)  on a server. If you are on a shared server it means that you are sharing the IP address with other users. Another case of shared IP is when you have a dedicated IP address but have multiple websites installed on your server here you are sharing the IP with all the websites. If your server is on a shared IP then you may not be able to reach your server only with the IP address and the domain name will be essential. If you have shared your dedicated IP with all your websites, you will be able to reach your server simply with the IP address but not your websites.

Dedicated IP is not mandatory, it just helps build the reputation of a website and its outgoing services like email service. Besides, it may have a little boost in website speed as the domain may be resolved slightly faster by the DNS.

SSL Certificate

SSL, or Secure Sockets Layer, is an encryption-based Internet security protocol. Without any SSL, all the information is transported in an open manner which can be trespassed or hacked. While using an SSL, the information is encrypted before it is transferred and is translated by the application which receives it. SSL is extremely important for security. Additionally, Google also prioritizes sites that use SSL, and hence these sites have a better position in search results. SSL can be single domain or multi-domain or wildcard (applies on the main domain and its sub-domains).

Types of SSL

a. Domain Validation: This SSL is the cheapest and requires only a domain validation. It induces https along with a padlock symbol (displayed in the browser address bar) but may not provide information regarding the organization.

b. Organization Validation: This type of SSL validates the organization behind the website requesting the certificate. It induces https along with a padlock and can provide information regarding the organization when clicked on the padlock symbol.

c. Extended Validation: Here the certifying authority performs a full background check on the organization behind the website. This type of certificate indicates the name of the organization along with the padlock symbol.

d. Self-Signed Certificate: It is the lowest type of SSL that can be generated on the server hosting the site. It is thus not signed by any certifying authority. It may not provide full-fledged security and is just better than having nothing.

B. Server or Hosting

A computer that serves data to other computers is called a server. In web hosting, a server is a computer that stores the website files and data and serves them to the client trying to access the data. The raw data including server files, designing and programming files (until and unless hacked) can only be accessed by a client who has direct access to the server.

Since it is not possible to devise a system (computer) which will run 24 X 7 X 365 on high speed, high bandwidth cutting edge internet without power and internet failure, we move to a hosting company.

The process of serving data is called hosting.

Types of Server/ Hosting

a. Shared Hosting: In this type of hosting, the server is shared between multiple users. Hence, the complicacy on one website will hamper the other website/ users. Such servers have strict limitations on resources (RAM, CPU) and processes (number of simultaneous processes, number of files, e.t.c.). This is the cheapest available type of hosting and is recommended only for an informational website or when the website is not of much importance to the business/ organization.

*In shared hosting the one user cannot access the files of another user as they are separated and divided by special application by the host.

b. VPS or Virtual Private Server: In this type of hosting a server is shared between a certain number of users with a specific amount of resources reserved to each user as specified. This is achieved with the help of specialized technology. It is recommended when the website is important to the business or is an advanced one.

c. Dedicated Server: As the name suggests, here one server is dedicated to a particular user/ client. These types of servers are very expensive.

d. Cloud Server: It actually refers to a network of connected servers with scalable resources that automatically synchronizes all the data and serves them from the readily available server so that if one server is down another fetches the information. This can be regarded as Real Cloud. It can be 2 Copy (1 active + 1 backup) or 3 Copy (2 active + 1 backup) or 4 Copy (3 active + 1 backup), e.t.c. This is also an expensive solution that costs a little less or the same as dedicated hosting. Though there may be a dedicated cloud, mostly, the technology used to separate the users is like that of a VPS.

e. Virtual Cloud/ Shared Cloud Server: In this type, the cloud server is shared between different users but certain resources like RAM and CPU may be dedicated and scalable depending on the host. It is the cheapest after shared hosting with better performance and resources. It can be opted by users who cannot afford a VPS.

f. 1 Copy Cloud: Until and unless the package details suggest something special this typically is like a VPS with easily scalable resources.

* resources are scalable in VPS, Dedicated and Cloud servers. But in VPS and dedicated servers, this requires manual upgrading by the host on request and hence involves a downtime; while in Cloud this is simple without any downtime.

E-Mail Server

An email server enables you to send and receive email via your domain name (for example yourname@yourdomain such as [email protected]). E-Mail Server can be run from your website server itself or can be purchased from 3rd parties like Google (Business E-Mail), Godaddy e.t.c.

If your website is on cheap hosting, you can opt for a 3rd Party email Service which will ensure that you do not miss any emails. Opting for a good email service with correct configurations will also ensure that the emails are not marked as spam.

Additional Services

CDN or Content Delivery Network: A CDN is a service that provides cached static files of a website from servers across the world. If you are targeting audience globally, this is an excellent option as it will ensure faster website loading across different regions. Many CDN providers also offer DDOS (distributed denial-of-service) protection. A DDOS attack is a type of cyber attack where illegitimate (robotic) traffic is sent to a website to create stress on the server and bandwidth. If your website is available and advertised globally, you are prone to DDOS attacks.

Load Balancer: If your website receives huge traffic, you may need to configure a load balancer. A load balancer switches traffic from one server to another during a spike. You can set up a network of dedicated servers and configure a load balancer for all incoming traffic. In cloud servers, a load balancer can be set up quickly as an optional service.

C. Website Development- An Overview

The main components of a website are database, programming language files, documents, and design files. The programming language decides how the output is to be processed; the design files determine the outlook and design, the documents stores the pages, and the database stores the data.

For example, as you are viewing this page, all the texts are fetched from the HTML documents on the server and displayed as programmed in the programming language (PHP) which decides the output (what to display, when to display?) and all the designs are according to the design files (CSS). If we were to show you how may products you have purchased or your registration details then these would have been fetched from the database (My SQL).

In Laymen’s terms a website may be developed in three ways:

a. With some simple programming, design, and HTML files that fetches information from the database. This is the cheapest and prone to hacking. All developers offering the cheapest solutions follow this strategy. This option is not at all recommended.

b. Using a Framework: A web development framework is a web development software with a set of strict rules as to how the programming language files, documents, and design files must be placed in the server. A stronger framework ensures more security. Examples are Laraval, ASP .NET, Codeigniter, Ruby on Rails, e.t.c. Developer using frameworks is a bit expensive.

c. Developing a Framework: Some companies may consider hiring a group of developers to develop and maintain their own framework and a website on top of it for better performance and security. This is the most expensive.

d. Using a CMS (Content Management System): A CMS is a web development software that allows web development without diving into programming. All CMS use their own framework. Examples are Drupal, Joomla, WordPress, Magento, e.t.c. Hackers may study the framework of these CMS to launch attacks on websites using them; this is readily countered by the CMS companies by providing updates and patches from time to time. A CMS does not require much programming but extensive knowledge experience on the CMS behavior and functions.

Using a good CMS with security software on top of it and regular updates, tweaks, and management is the best cost-effective, least time consuming performance-oriented solution. This strategy is even followed by some big companies.

Additional Features to Consider in a Website

Cache: A caching system can be configured on a website so that all the static files are preloaded from the server instead of being resolves and translated every time a visitor requests them.

Firewall: Using a firewall on the server as well as the website level can minimize malicious traffic and hack attempts.

Anti Spam: A spam guard can prevent unwanted logins, comments, and registrations.

Google Analytics: When this is configured on your website, you can get detailed insights on all your website traffic, location, source, and everything.

SEO: A SEO (search engine optimization) system can be configured on the website which will check all the pages for SEO tweaks, and generate files necessary for SEO from time to time.

Content-Based Marketing Optimizations:

Social Media Auto Posting: A social media auto posting feature can be configured on the website which can automatically post posts in all your social media accounts in a scheduled manner.

Email Newsletter: An email newsletter system can be configured on a website that can keep track of all email marketing campaigns including a record of opened and clicked emails.

COMMENTS

To summarize in easy terms, if you just need a simple informational website, you can go for shared hosting with website development on a good CMS. If your website is important to your organization, but you need a cost-effective solution, you can go for website development on a good CMS but it must be hosted on VPS or at least Shared Cloud hosting. Purchasing a domain name and configuring an SSL certificate is necessary in both cases. Other features can be chosen or upgraded according to the necessity.

If your website is to be targetted towards content development or marketing or traffic analysis, it is better to get your website developed by a good digital marketing agency/ company who provides website development as well; while if you need an application/ app or an application on top of your website you must approach a hardcore developer.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Website Design & Development- Domain & Server appeared first on Publishing | Digital Marketing.

In addition to the free mobile or desktop app, customers also have the choice to purchase a Kindle Reading Device (Kindle Tab, Kindle Fire, etc.) which is basically a tablet specialized for reading Kindle E-Books.

The Amazon Kindle eBook service is available only across a list of countries which means that readers residing in other countries will not be able to access the Amazon Kindle eBook service. Kobo is another eBook platform that is also available in countries where Kindle eBook service is not available.

List of Countries/ Amazon Marketplaces where Kindle (KDP) eBook Service is available:

• US Kindle Store: United States
• UK Kindle Store: United Kingdom (including Guernsey, Isle of Man, Ireland, Gibraltar, and Jersey)
• DE Kindle Store: Austria, Germany, Liechtenstein, Luxembourg, and Switzerland
• FR Kindle Store: France, Monaco, Belgium, Switzerland, and Luxembourg
• ES Kindle Store: Andorra, Spain
• IT Kindle Store: Italy, San Marino, Vatican City, and Switzerland
• JP Kindle Store: Japan
• NL Kindle Store: Netherlands
• BR Kindle Store: Brazil
• MX Kindle Store: Mexico
• CA Kindle Store: Canada
• IN Kindle Store: India
• AU Kindle Store: Australia, New Zealand

KDP Print (paperback or hardcover) is an on-demand printing service provided directly by Amazon; that is to say, if a customer orders a KDP Print version of a book, Amazon on behalf of the author/ publisher prints the book as per the order and ships it to the customer. In addition to the primary Kindle eBook version, in 2016 and 2021 respectively, Amazon added this print option for paperback and hardcover versions to the Authors and Publishers publishing on their KDP platform.

KDP Print is available on specific Amazon marketplaces only. KDP print versions can be shipped to most locations all over the world, but the shipping charges would rise depending on the distance of the buyer from the location of the Amazon marketplace from which a KDP print book is ordered.

List of Countries/ Amazon Marketplaces where KDP Print Paperback Service is available:

• Amazon.ca
• Amazon.co.jp
• Amazon.com
• Amazon.com.au
• Amazon.co.uk
• Amazon.de
• Amazon.es
• Amazon.fr
• Amazon.it
• Amazon.nl
• Amazon.pl
• Amazon.se

List of Countries/ Amazon Marketplaces where KDP Print Hardcover Service is available:

• Amazon.com
• Amazon.co.uk
• Amazon.de
• Amazon.es
• Amazon.fr
• Amazon.it
• Amazon.nl
• Amazon.pl
• Amazon.se

Note: KDP Print (paperback or hardcover) must not be confused with the regular print (paperback or hardcover) version. A regular print version is listed by a seller registered on the Amazon marketplace whereas a KDP version is listed directly by Amazon. A seller may list offset or print-on-demand versions whereas Amazon KDP print books are print-on-demand only. Further, the ‘Amazon Prime’ and ‘Amazon Fulfilled’ features are available only to regular listing by sellers and not applicable in KDP listings. 

Kindle Unlimited

Kindle Unlimited or Kindle Select or KDP Select refers to the Kindle’s Lending Library, where readers or customers who have subscribed to the program can read Kindle eBooks enrolled in this program for free and royalty is paid on every page read. It is totally up to the author/ publisher whether he wants to enroll his book in this program. However, in order to enroll in the KDP Unlimited or Select program, a book has to be ‘Amazon KDP Exclusive’ that is it must be published and uploaded via the Amazon KDP program only.

Kindle Royalties to Author/ Publisher

The author has to choose between two royalty options (a) 70% and (b) 35% excluding taxes.

Some Important Royalty Conditions

The royalty is calculated upon the price excluding tax (generally VAT- Value Added Tax or GST- Goods & Service Tax).

If an author/ publisher chooses the 70% royalty, Amazon charges a delivery charge of USD 0.15 per MB (calculated after conversion upon uploading) taxes (VAT or GST) may be extra.

The delivery charge is waived off for the 35% royalty scheme.

In the 70% royalty scheme, the book must be priced between USD 2.99 to 9.99; but under the 35% royalty, the book can be priced between USD 0.99 to 200.

If the work of an author is based on a public domain work either in the original or manipulated form, he can only opt for the 35% royalty scheme.

Public Domain consists of the works whose copyright period has expired or the creator has declared to distribute the work for free. All work in the public domain are free from intellectual property rights. Examples include works of Shakespeare, Charles Dickens, R.L Stevenson etc. The copyright for all these works have expired.

Also, if a book has been enrolled under KDP Unlimited or Select program, only the 35% royalty scheme can be opted. Further, a book enrolled under KDP Select earns two types of royalties one from sales @ 35% and another from the number of pages read from Kindle Unlimited Library; the pay-out rate of the latter fluctuates every month according to Amazon’s Global KDP Select funding.

Calculation of Royalties for India on Amazon.IN [Calculation for other versions of Amazon Website can be roughly estimated by studying the data given provided 1 INR= 0.013 USD approx]

35% Royalty >> Book can be priced between INR 49 to 10,999

Example: For a book priced at INR 100 which is 0.22 MB after conversion, royalty would be INR 30 calculated on the price excluding 18% GST i.e. INR 85

Comment: Average Direct calculation for royalty from Amazon can be regarded as 30% of the overall cost of the book.

70% Royalty >> Book must be priced between INR 99 to 449

Example: For a book priced at INR 100 which is 0.22 MB after conversion, royalty would be INR 58 calculated on the price excluding 18% GST i.e. INR 85, and INR 2.00 deducted as the delivery charge.

Comment: Average Direct calculation for royalty from Amazon can be regarded as 55% of the overall cost of the book.

Royalty for KDP Select cannot be assumed it can only be ascertained from the monthly report and stats.

Example: In the month of September 2019, if a book on KDP Select had 126 total pages read by all the people lending the book, the royalty after all deductions to be paid for this book would have been USD 0.59 (INR 42.27).

Notes:

i. All calculations for royalties are just estimates and may not reflect the exact values. These are for reference only.

ii. All calculations or estimations are as of 31st May 2020.

Why Amazon?

Amazon is currently the world’s biggest e-commerce marketplace with a huge customer base and daily traffic. Thus, listing your product or book on Amazon gives you the opportunity to make it available to a large number of customers who come searching for similar products. Whereas, driving traffic to your own website can take a huge effort and investment. However, other e-commerce marketplaces that have a considerable customer base and traffic can also be considered.

Why Amazon Kindle or KDP and Amazon Kindle or KDP Exclusive?

Amazon Kindle is a robust and beautiful eBook interface both for authors and readers alike. Additionally, the KDP Print option gives Authors and Publishers to make paperback and hardcover versions available as print-on-demand. Indeed the printing cost of print-on-demand books is very high but during the initial stage of a book, it can be a cost-effective option for listing the print versions.

Though Amazon charges a good commission, it has many positives that cannot be overlooked. We are able to make the books available globally using this platform. Additionally, as Amazon already has a large number of shoppers, this is an added benefit. There are alternatives like ‘Google Play books’ or others that may come up in the future but these are not as popular. Besides, due to the millions of dollars of investment into the Kindle Section by Amazon and its investors, which is increasing month by month, Kindle seems to get better and more popular with time. Also, many ‘big-shot publishers’ who had earlier sided away from Kindle have now begun to put their titles into Kindle, due to its growing popularity and robust interface.

Opting for the KDP Select Program enables Authors/ Publishers to choose two additional Amazon advertising strategies ‘Kindle Countdown Deals’ and ‘Free Book Promotion’ for their books which can prove extremely useful for new books. 

Related Articles:

Amazon Advertising- the Concept & Scope

Digital & Offset Printing- An Overview

You may install the Kindle App on your phone or PC and download some free e-books for a practical experience.

Download the free Kindle App: Click Here

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Kindle Publishing or Kindle Direct Publishing (KDP)- a Short Evaluation [Article Last Update: December 2022] appeared first on Publishing | Digital Marketing.

Print books are available in physical printed form and may be in paperback (with a soft cover pager) or hardcover. On the other hand e-books or digital books are available in digital format which can be played or viewed on electronic devices like cellphones, tablets, laptops, personal computers, e-readers e.t.c.

E-books may be further of the open type format such as pdf or epub or closed type such as Google Play Books, Kindle e-book by Amazon, etc.

The open type format can be read using a variety of applications that can be downloaded from the internet or by applications that come bundled up with your system. The open type format can sometimes be protected by a password or a license key by its creator.

But, the closed type format can only be read using an application specified by its creator. For example, the Kindle format can be viewed only using the Kindle App. The Kindle app though free is the only option to read Kindle E-books. Kindle e-books are distributed by Amazon. This is not a downside of the closed type format but on a positive note, it prevents piracy and protects the authors’ work. It safeguards the financial interests of the author and the publisher for which they work so hard.

Based on the type of Formatting both print or e-books may be of the following types:

a. Simple Formatting

Such a print book contains text and pictures in a simple design and layout in a single column.

b. Designer Formatting

A designer book features a high level of formatting. They may be single or multi-column with text boxes, designs, backgrounds, and more.

Some Popular E-Books Types

PDF E-Book: It is the most popular document format from Adobe. Books in PDF format can never be reflowable which has both downside and upside. Its text cannot adjust to the screen size and a book with smaller text can end up with poor visibility on devices with small screens; however, the original formatting as in the print book is very well preserved and this fixed formatting makes it a good option for a book with illustrations.

Interactive PDF/ PDF E-BOOK

Interactive PDF is a PDF that contains buttons, hyperlinks, galleries, audios, and videos. Adobe has its own DRM scheme for PDF which is supported by many or all other 3^rd Party PDF readers which is a plus point of PDF. As an eBook, the biggest downside of PDFs is that the embedded video is in flash format and requires a flash player that does not come bundled with most PDF readers.

EPUB E-book

It was developed by International Digital Publishing Forum and became official in September 2007. It superseded the Open eBook (OEB) format developed by Softbook Press in 1999. EPUB is used by Google Play Books and Apple Books. It is open-source and based on HTML. DRM can be applied on EPUB but no DRM scheme is particularly allotted by the EPUB specification thereby limiting the readability of a protected EPUB E-Book. EPUB can support sound and video.

MOBI E-Book

It was developed by the French company Mobipocket in 2000. It too formed out of the OEB. Amazon purchased the company in 2005 and used it in its Kindle E-Books during the initial years. In 2016, it discontinued the format.

KINDLE E-Book by Amazon

Kindle eBooks are now based on the AZW and AZW3 format after the release of Kindle Fire in 2011. It can support both sound and video. AZW3 is also known as KF8 or Kindle Format 8. The AZWs are proprietary (by Amazon Global) and cannot be read by other eBook readers.

E-Book Categories

Reflowable Layout: In this type, the page layout is not fixed and changes according to the size of the screen; the contents are thus not flexible and may move to the next or the previous page. The text can be adjusted for size and font for better readability. This is a good option for text-based books with less artwork.

Fixed Width Layout: In this type, the layout of the page remains the same across different screen sizes. The page acts like an image that adjusts to the screen as a whole. This option holds good for books with a large amount of graphics or artwork or when the original layout of the book needs to be preserved.

Comments

Considering the advance in technology, digitalization, ease of distribution, and lower pricing both for authors and readers, E-Books are or have become superior to Print Books. Again, for books with heavy text and simple images, a reflowable layout is better; but when the original settings need to be preserved as in the case of academic books, comics, or books with high graphics and design, a fixed layout is the only option.

In case, the target is sales, among all the E-Book formats, Kindle E-Books whether fixed or reflowable are the best owing to a huge customer base, global market and consistent marketing of its products by Amazon; besides, as the Kindle has a closed platform, there is no chance of piracy.

In case the target is a private distribution, EPUB as it is open source and has reflowable capabilities, is the best option for books with heavy texts and simple images; but, considering the PDF for its DRM option and better capabilities to preserve the original settings, Interactive PDF E-Book is still the best option for E-Books with these requirements; however, as we again move towards the video and audio interactivity section EPUB will prove a better option.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post eBook Formats- All about Print Books & E-Books appeared first on Publishing | Digital Marketing.

Amazon owing to its huge size, hype, high advertising spends, and global presence is an ideal place not only to list and sell but also to advertise one’s products.

Amazon is currently the world’s biggest e-commerce marketplace with a huge customer base and daily traffic. Thus, listing your product or book on Amazon gives you the opportunity to make it available to a large number of customers who come searching for similar products. Whereas, driving traffic to your own website can take a huge effort and investment.

Amazon Advertisement for Amazon Marketplaces

• Sponsored Product Ads
• Sponsored Brand Ads
• Deals and Coupons

Sponsored Product Ads

Using this advertising strategy, sellers can run campaigns to make their products appear across categories or by keywords. When customers search for that specific category or keywords, they see the ad on the top or in specially specified positions that are eye-catching.

Sponsored Brand Ads

This advertisement strategy is the same as a sponsored product but with a highlighted Brand name on the ads and product description on the product details page.

Deals and Coupons

Sellers can also provide deals and coupons to offer an extra discount on their products.

Amazon Advertisement for Kindle E-Books/ KDP Print Books

Kindle Store enables authors/ publishers to run ad campaigns similar to the amazon marketplace.

• Sponsored Products
• Lock Screen Ads
• Free Book Promo & Countdown Deals

Sponsored Products

This strategy is the same as the sponsored product ads in the Amazon marketplace(s). This ad strategy enables authors/ publishers to make their books appear across categories or by keywords on top or in special positions.

Lock Screen Ads

This strategy enables authors/publishers to place their ads on lock screens across Kindle E-Readers and Kindle Fire tablets. This strategy targets product categories.

Free Book Promo & Countdown Deals

Authors/ publishers opting for KDP Select Program can choose this additional strategy for Kindle E-Books.

Using the free book promo, a book can be provided for free on Kindle Unlimited (Lending) Library and on Kindle/ Amazon Store. This strategy can be run for up to 5 days once every 3 months.

The countdown deal enables the authors/ publishers to offer special discounts on their E-Books for limited periods.

Notes:

The Amazon advertisement for Kindle is only for the Kindle E-Books and Amazon KDP Print books on the Amazon Stores. It does not apply to other non-Kindle versions.

The Amazon advertisement for Kindle and KDP Print Books is only available on Amazon Global, Amazon UK, and a few other Amazon Marketplaces like Amazon- Germany, Italy, Spain, France.

Free Book Promo & Countdown Deals is available only on Amazon Global (Amazon.Com) and Amazon UK (Amazon.co.uk).

Related Article: Kindle Publishing or Kindle Direct Publishing (KDP)- a Short Evaluation

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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SEO is an alternative to Google Search result marketing. SEO or Search Engine Optimization is a mechanism using which a web page can be made to appear on the first page in Search Results when a user searches for some specific keywords.

The SEO Mechanism uses a set of rules that make a webpage appear on the first page; some of these are:

# Search Engine, friendly content.

# The website must be fast and responsive to different screen sizes.

# The images must be optimized for size and load time.

# The URL must be friendly and straightforward.

# Title Tags and Meta Description and Keywords (these are entered at the coding level or backend of the website) must be described.

# The data must be structured i.e., the head, title, body, scripts tags must be used/adequately used. (these are entered at the coding level or backend of the website).

# Breadcrumbs must be used (these are rows of links to the previous pages or other categories on the top of the webpage).

# A properly configured navigation menu must be used.

# Anchor Links and Hyperlinks must be wisely used.

# Https must be used in the URL.

# The website must have an XML Sitemap, which is a road map to all the pages. This tells the Search Engine Robots that index the site from time to time about which pages to crawl to or about the relevant pages.

Among the above steps, the most elaborate is writing SEO friendly content for a page on your website. A standard Keyword Density has to be mentioned; i.e., the number of times a keyword can appear in the description cannot be too high or low and has to be standard. The contents must be updated from time to time. The number of times a keyword should appear in italics, bold, in the paragraph must be according to the standards. There are other rules, as well. If a page is targeted for multiple keywords, these rules will apply to all the keywords.

Why is Google Paid Search Result BETTER than SEO?

It is very tough to get ‘up to the mark’ all or to be precise most of the factors required by Google to make your page rank higher; it is an elaborate process. So, many people who can spend a considerable amount of money hire professionals to get their website SEO optimized not once but again and again.

After the elaborated process of getting your website SEO optimized, your website or webpages may not even appear on the first page in Google search. This might be due to a lesser number of visits after the optimization, or the competing websites may be better configured with better SEO optimized content. It becomes more apparent when many sites are delivering the same products or services or materials as yours, whatever their quality, maybe?

Comments :: SEO is Good but it is TOO HEAVY!

Google paid search will put your ‘search result ads’ on the top depending upon the bid and budget irrespective of the SEO. It saves time and money in experimenting with SEO. If your website is based on content and articles without any direct mode of income, then you have no option but to go for SEO. But if your website serves products or services or contents as products or subscriptions, Google Paid Search Result Ads will be a better option in the initial and mid-stages and the later stages when your business has grown. You can spend, and you may go with both or continue with higher investment into the paid search ads.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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[Search result marketing can be used on all search engines like Google, Yahoo, Bing, etc. but as Google is the most widely used search engine, we recommend only Google.]

As Google search results are seen by the people searching for the specific thing they are looking for and thus this type of campaigns are served to the right kind of people omitting the necessity to display the ads to a larger section of people most of whom may not be looking for- that product or that product at that particular time.

It can be presumed that appearing in the top results can drive more sales provided the presentation of the features and details are perfect at your website, and competitive pricing is offered.

Comments

Google paid search advertisements are normally charged on a per-click basis. There is an option to pay based on impressions (generally per 1000 impressions) as well. The charge per click is moderate, and thus Google Paid search proves to be the best advertisement strategy for generating direct sales. However, the keywords must be adequately planned and improvised from time to time to minimize useless clicks.

Note: Social Media and Google Advertisement, when configured for a per-click or per lead-based budget strategy, will also be charged a specific amount for impressions. However, in this advertising budget strategy, this amount may be minimal in most cases.

For an impression-based budget strategy, there is no charge on clicks/ leads.

Google Display Network Advertisement

Ads on the Google display network appear as banner and sticker ads on websites that are on the Google Display Network and YouTube as YouTube is in the Google Network. This type of advertisement serves the right choice for driving sales as well as awareness at a moderate price. However, sometimes these ads, when shown repeatedly or on a website with a poor design, may seem unpleasant.

YouTube Video Commercial

Video commercial on YouTube serves as a standard choice for creating awareness. Direct sale is less expected with the price being on the high end; however, these video commercials catch the hype very soon and increases brand value.

Final Comments: When the target is direct sales, Google paid search as well as Amazon advertising provides better results. YouTube video advertising offers product and brand awareness in a very hyped sense.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Google Paid Search Result Ad, Display Ads & YouTube Ads appeared first on Publishing | Digital Marketing.

During the start of a Social Media advertisement campaign, there may be a spike in sales, but this will be short-lived, and later sales will be increased only through consistent and increased awareness with the continuation.

Twitter ads are costly, but Facebook, together with Instagram, provides cost-effective solutions for densely populated countries. Facebook and Instagram Campaigns tend to become a bit expensive in highly developed countries or countries with a low population density; however, Facebook and Instagram Ads always costs less over Twitter and LinkedIn Ads.

LinkedIn is a social network of employers, employees, and dignitaries of companies and the business industry. LinkedIn Advertisement can be very costly but are a robust option when the target of an advertisement campaign is recruitment or attracting an investor or any other professional exposure.

Some Important Types of Social Media Marketing Campaigns

• Awareness Campaigns
• Reach Campaigns
• Lead Generation Campaigns
• Website Traffic Generation Campaigns
• Post Engagement Campaigns
• Video Views Campaigns
• Followers Campaigns

Awareness Campaigns for Brands or Authors, or other Individuals and Reach Campaigns are targeted towards reaching more and more people. Ads may be shown as a single or multiple time over a specific period. It creates public awareness. These campaigns are charged for every 1000 impressions served and costs less than all other types of campaigns.

Post Engagement Campaigns are targeted towards post shares, likes, etc. these types of campaigns are moderately priced.

Page Like or Followers’ Campaigns are charged on per like/ follower basis and are very costly. Page like or follower campaign is available separately on Facebook Ads, but on Twitter and LinkedIn, there is no option to run a follower campaign; instead, the people may choose the following option or like an option or both from a post-engagement campaign.

Lead Generation Campaigns can be targeted towards the generation of leads, such as collecting customer information or form fill or other similar targets; these are charged on per lead basis and can be very costly.

Comments & Suggestions

# Social media marketing is best when it is targeted towards public awareness or customer base creation; it is not a very good option to generate direct sales.

# Awareness and Reach campaigns can be run from time to time to create awareness at a low cost. Post engagement campaigns can be used to generate awareness as well as public engagement, while Page Like or Followers’ campaign can be used to create a customer base; this may be costly but highly beneficial in the long run.

# Facebook has the most significant number of users and is the best option to target the general population. Face ads cost less over Twitter and LinkedIn ads and offers a variety of filter options w.r.t factors such as age, location, qualification, interest, behavior, job profile, etc.

# If the target is the standing class such as celebrities, writers, politicians, etc. Twitter will prove a better option. On the other, if the goal is the professional class, then LinkedIn will yield the best results.

Final Comment: Social media Marketing is the best option for brand name exposure and creating a customer base.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Social Media Marketing- an Overview appeared first on Publishing | Digital Marketing.