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Every business is constantly in search for the right search engine algorithms that can empower them to improve their marketing in relevance to the modern digital era. With a vision of enabling businesses to build on their digital marketing experience, expert leaders Danny Basu and Roger Pakalapatty sought to create Unbiazed. Having built successful digital marketing companies that cater to traditional digital marketing before, the partners founded Unbiazed as an answer to the contemporary marketing challenges, and to keep pace with the continuous changes in leveraging advanced technologies like Artificial Intelligence (AI) and Machine Learning (ML).
The co-founders share more insights into how Unbiazed uniquely enables businesses to create a consistent and powerful brand presence, increase their conversions, and eventually their ROI across the digital marketing landscape.
On the Pain points in the MarTech Space
In a traditional SEO or a digital marketing environment, most changes in website UI, content, linkages and signals are analyzed in silos through manual iterations. This results in costly, time consuming cycles. More importantly, the different algorithmic factors like links and onpage changes are inter-related, and manual optimization techniques cannot keep up with the causal factors. Leveraging AI and ML principles, information on all these factors can be aggregated and analyzed in far greater scope and scale than iterative processes. This allows businesses to reduce test cycle times and quickly grades site’s performance, accessibility, best practices and SEO improvements for each group of changes. We are able to reduce the total time spent in manual optimization by at least 30-40 percent, thus compressing the lead times that lead to positive ROI.
The focus of Unbiazed techno-SEO approach is lead centric. In addition to expanding relevant traffic base, Unbiazed has spent thousands of technical hours on research and design, to build web extensions which aid conversion and lead generation. For example, our medical clients’ sites attract traffic from all over the U.S., and even from around the world, but we lose out on potential conversions from out of town prospective patients. Our AI based solution raised this as a flag and it was mitigated with one of our custom extension solutions—VirtualMD. With our solution, a secure, private online consultation module was seamlessly added as a web extension which resulted in tangible, significant increases in the ROI of the medical practices. It also improved the usability parameters analytics, resulting in better conversions in the eyes of SERPS which contributed to better SEO.
What is the strategy or approach you employ while implementing solutions for your clients?
We do not operate with a cookie-cutter approach. Although our implementations are all automated and AI-driven, they are completely customized for each of our clients. Our approach has always been to understand the client specific issues and needs, and then finding a holistic solution that addresses and mitigates the issues.
As mentioned earlier, we created HIPAA compliant software for virtual consultation, called the VirtualMD. The product has helped many of our physician clients with the initial and follow-up consultations virtually. Patients can share photographs of their medical conditions and pay for consultation through the software. The product has today enabled several doctors to improve their conversion rate and their bottom line significantly.
Our approach has always been to integrate multiple seemingly disparate data points, and implement solutions that act as feeders in the cycle of search optimization
Could you share a recent customer success story?
One of our clients in the healthcare space conducts webinars that are scheduled from time to time. Although many people attended their webinars, there was no follow through or conversions. Given this problem statement, we created a web-based online solution, which not only increased the number of views for their webinar by expanding their reach and search ranking but also followed up with the visitors, increasing the conversion rate.
We also integrated the solution with their Salesforce and other CRM models. The entire process was automated, and they would get drip campaign emails. Based on the responses, our automated system would gauge their sentiments and provide the most appropriate follow-ups. The solution also incorporates SMS/text for opting lists.
What is the envisioned roadmap for Unbiazed?
Our goal is to continue working on best practices and add new extensions, which will drive efficiency. We are currently working on several capabilities; one of them is a semi-automated online AI based solution that will enable faster measurement of our programmatic and pay per click ads, and delve deeper than the usual parameters like Click Through Rate and Bid Rate.
A majority of the web traffic is now from mobile devices. Mobile platforms will be one of our main focus, to improve customer usability and efficiency. We are poised to release some mobile specific solutions which will aid in increasing conversions for web visitors using mobile devices.
We have clients from around the U.S., and our footprint will continue to expand. Healthcare, home, garden, and hospitality will be our areas of focus.
Successful digital marketing campaigns depend on robust technical skills, along with traditional marketing prowess. From the outset, Unbiazed has invested on a techno-functional team, with a good mix of marketing and technology talents—traditional PR, social media analysts along with technical writers experienced in specific verticals and experienced programmers. We are proud to be one of the few companies in the digital marketing space that has an established in-house technical department, which allows us.