Author: shubham dhyani

Keyword cannibalisation can cause several problems that can hold you back from ranking higher and getting more organic visitors on the right page.

1. First, it gets difficult for search engines to choose the best page to show in the results. When multiple pages rank for the same queries, none of them stand out clearly. This can lead to lower rankings across all those pages instead of one page.
   
2. Another major issue is the dilution of page authority (PA). Instead of having one strong page attracting all backlinks and user attention, multiple weaker pages divide the links and traffic. This fragmentation makes it harder for any single page to become authoritative in the eyes of search engines.
   
3. Keyword Cannibalisation also hurts your click-through rate (CTR). When your site shows multiple similar pages in results, users may feel unsure about which one to click. Sometimes, your strongest page gets pushed down in rankings because of this split, losing valuable clicks to weaker pages.
   
4. Finally, it can waste your crawl budget. Search engines spend time crawling pages that essentially say the same thing, which can slow down the discovery and indexing of your other valuable content.

2.1. Retainers vs. performance fees vs. one-off projects

Here’s a truth that’ll save you stress:
Agency pricing isn’t one-size-fits-all, and there’s a reason for it. To keep things straightforward, most social media agencies in 2025 offer 3 main payment setups: retainers, performance fees, and project-based deals.

1. Retainers work a bit like a subscription. You pay a fixed monthly amount, and in return, you get continuous service, content, engagement, and regular check-ins. This model is great if you need steady support, but always make sure the hours and deliverables are clearly spelled out, or you might end up paying extra for add-ons that “weren’t in scope.”
   
2. Performance-based fees are a bit more high-stakes. The agency’s pay is tied to results. That might be leads generated, website visits, conversions, or another goal you set together. This model sounds appealing, but watch for fuzzy definitions, what exactly counts as a “lead,” and do you control the analytics they’re using?
   
3. One-off projects or campaigns give you flexibility. Maybe you need a holiday push or a brand relaunch. You agree on a fixed price to create and execute a campaign with clear start and end points. The upside? No long-term commitment. The risk: you may not get the depth of strategic partnership you want.

2.2. Must-have contract clauses of a Digital Marketing Agency

When it comes to contracts, details matter. Here’s what to insist on:

• Deliverables: Spell out exactly what you’re getting, how many posts, which platforms, reporting frequency, and so on.
  
• Revision policy: Know how many revisions are included before extra charges kick in.
  
• Exit terms: Life happens. Make sure you can get out with reasonable notice (usually 30 days is fair), and understand what happens to unfinished work.
  
• Data and content ownership: Never leave control of your data, brand assets, or social accounts with the agency. The relationship should feel like a handshake, not handcuffs.
  

A simple rule: if you wouldn’t recommend your contract structure to a friend, don’t sign it.

2.3. Look into case studies of digital marketing agencies

Before you lock anything in, ask every agency for case studies, real, recent, and relevant. The difference between hype and substance is easy to spot if you look.

Key Note – Don’t just settle for fluffy metrics like impressions or “brand lift.” Look for financial impact: higher revenue, lower cost per customer, growth in qualified leads, or increased customer lifetime value (CLV). If an agency only highlights vanity numbers, likes, shares, reach, and dodges questions about hard business results, take that as a warning.

Read the stories carefully. Does the case study address an industry or challenge similar to yours? Is there a clear breakdown of the client’s problem, the agency’s solution, and what changed as a result? The best agencies will even talk honestly about budget, what it took to achieve those numbers, what worked, and, sometimes, what didn’t.

Ultimately, you want proof that the agency can deliver meaningful results for a business like yours, not just catchy hashtags or viral one-offs for a brand you don’t relate to.

2.4. Red flag social media marketing agencies in 2025

Some agencies sound too good to be true. Sadly, that’s because they are.

1. Beware of anyone who guarantees “viral success,” no matter the platform. Good agencies focus on building real results and repeatable growth, usually over time. Viral is great when it happens, but you can’t build a business on luck and hype.
   
2. Second, watch for agencies that dodge questions about their team or don’t let you meet the people doing the work. If the agency hides behind sales reps or account managers, chances are you’ll be handed off to junior staff once you sign. Finally, if an agency’s idea of “reporting” is a once-a-month PDF with little context or no conversation, you can do better. The best partners make it easy for you to see your numbers in real time and are happy to talk you through what’s working, what isn’t, and why.

So, how does digital PR actually work?
At its simplest, it’s about getting your brand mentioned in the right places online, and in ways that matter. When trusted websites, blogs, or influencers talk about your brand, it sends signals to both audiences and search engines that you’re credible and worth paying attention to.

Here’s the basic idea

• Digital PR builds relationships with online publishers, journalists, and influencers to secure mentions, backlinks, and coverage that can drive traffic and improve your search rankings.
  
• Unlike traditional PR, it doesn’t stop at awareness; it works to make your website more visible on search engines like Google, thanks to these backlinks and brand signals.
• It’s also about storytelling, sharing news, data, or insights that are interesting or useful enough that others want to share them. 

That grabs attention and keeps your brand top of mind. So, when someone searches for products or services like yours, your brand stands a much better chance of popping up in those results.

Summarising, it works by blending relationships, storytelling, and SEO benefits to create a more visible and trustworthy brand online.

Also Read: – How to Choose the Right Digital Marketing Strategy for Your Business

Starting email marketing automation setup by breaking it down into clear, manageable steps makes the process approachable and non-overwhelming, even for beginners.

Step 1: Choose the Right Email Marketing Tool

Start by selecting a platform that fully meets your business goals and budget. It should offer easy workflow builders, user segmentation options, strong integrations, and clear analytics. Popular options for small businesses are Mailchimp, Omnisend, ActiveCampaign, and Constant Contact.

Step 2: Define Your Email Automation Goals

Whether it’s welcoming new subscribers, recovering abandoned carts, nurturing leads, or driving repeat purchases. Always identify what you want to achieve because effective automation requires a clear intent. 

Step 3: Build and Segment Your Email List

Gather contacts through website forms, landing pages, or social media. Then, segment your audience based on behaviour, interests, location, purchase and on many other relevant data points. It will help you send personalised emails, as per audience segmentation.

Step 4: Set Up Automation Workflows

Using your tool’s automation builder, create workflows triggered by specific actions like sign-ups or purchases. Typical sequences include welcome series, post-purchase follow-ups, and cart abandonment reminders. Define timing carefully to maintain relevance without overwhelming subscribers.

Step 5: Create Engaging Email Content

Craft emails that deliver value, whether that’s educational content, exclusive offers, or helpful reminders. Use personalisation tokens and dynamic content where possible to make messages feel one-on-one.

Step 6: Monitor and Optimise

Once live, track open rates, click-throughs, conversions, and unsubscribe rates. Use insights to fine-tune timing, messaging, and segmentation continuously for better performance.

Google’s AI-driven search updates have reshaped the SEO landscape. While users enjoy richer, AI-generated answers on the results page, website owners face new challenges that need a fresh approach.

• One of the most noticeable impacts is a decline in traditional organic CTR.
  With AI Overviews and AI Mode synthesising answers directly on Google’s interface, fewer users feel the need to click through to websites.
  This “zero-click” search phenomenon signals a shift from simply attracting traffic to gaining visibility and authority within AI-generated summaries.

SEO today isn’t just about ranking high on the classic 10 blue links anymore. It’s about becoming a trusted source that AI algorithms choose to cite in their synthesised answers. This means 

• Original, experience-driven content that demonstrates real expertise and authority is more important than ever. Google’s AI favours content that reflects firsthand knowledge, whether it’s a product review, a how-to guide, or expert advice.

Google AI search algorithm increasingly rewards authenticity and depth. Thin, generic, keyword-stuffed content simply won’t make the cut. Instead, 

• Thorough and specific content that truly answers user questions will gain prominence.
  The extra “E” in E-E-A-T now stands for experience, reinforcing that having lived the topic gives content a significant competitive edge.

For brands and marketers, this means 

• A strategic pivot: optimise not merely for traffic but for AI search optimisation, aiming to be featured in AI Overviews and leveraging structured data, credible citations, and author transparency. 
• Building trust signals such as clear author bios, real-world expertise, and robust backlink profiles is now essential to earn AI’s endorsement.

In this evolving environment, SEO success relies on blending traditional optimisation with new strategies that prioritise
– relevance,
– authority,
– and user trust in an AI-powered search world.

Voice search feature has totally changed the way people look for information online, now they are using complete questions instead of typing short keywords. It means websites need to focus on natural, conversational language instead of traditional keyword stuffing.

Usually people speak differently from how they type. Most voice searches often start with words like “how”, “what”, “where”, or “why”. These queries are usually longer and more specific, about what someone might say in a conversation.

Change in SEO Managers SEO Strategy:

• Should be focusing on questions, words, tone and phrases usersgeneral uses in real life.
• Motivation of intent behind queries, like looking for a nearby shop or step-by-step guide.
• Writing good informative content that provides clear answers in very subtle format.