Social Media as a Test-tubePopulation engaging on Twitter & Facebook is a very small fraction of electors, who vote. However, it has proven to be an effective resource for testing and shortlisting the right moves. A judicious analysis of reactions, coming from different sections of the society & speedy amalgamation of ideas on the field campaign, proved highly effective. Narendra Modi, himself engaged on twitter & used successful punchlines & rhetorics, tested on twitter, both to strengthen his own posturing & also to blunt the opposition.
Social Media War-Room & Twitter ArmyWeakness of Twitter, was used to the full extent. A large number of Professionals were recruited to tweet for supporting the BJP campaign. Twitter does not take into account how far people are located, before trending the topic. So, a fraction of twitter army also travelled with Modi in what was called the Social Media van, tweeting from where they hacked virtually whole of the real estate in trending.
Print & TV wanted to be Socially CorrectIts a trend now. You hardly read anything through them, which are radically different from dominant view on Twitter. Leave aside, some breaking news story, TV & Print want to be in sync with social media. It is this desire to be Socially Correct, even at the cost of being politically incorrect, these old opinion leaders now resonates what Twitter says. So, if one has proven one's upper hand on social, then print & TV fears the backlash.
If You pay, they will do the dirty workPaid Publicity, without the tag, might be unethical for many, but they are in vogue. If they can assure you publicity on reputed magazines, high TRP time slots, you may consider buying. All the influential writers are on Twitter who would be convincing and arguing for you, Voluntarily or involuntarily, will turn into your advocate & all the bad publicity you had will get automatically buried, by them!
There are three basic reasons, why you should start advertising on bing. First, It, combined with Yahoo, has good traffic which is increasing day by day. Second, It has lesser competition in many areas, because most of your competitors ignore it. Third, for many advertisers, for different reasons, it is their only way of advertising online. However, blindly switching to it may bring bad experience to you. There are some basic differences between the two, which has to be kept in mind.
Bing Yahoo ads do not recognize broad match modifier.
If you have imported your adwords campaign into bing, this is the first thing you need to rectify. The Broad match modifier (+keyword), should be altered suitably for good targeting. Also, importing the adwords campaign is not a good idea. If you want result and not just presence on bing, you should build your campaign from scratch, instead of importing it.
Bing bid Auction is different from Google
Whereas, on Google, ads are ranked according to the ad rank, and advertisers pay based on quality score, on Bing ads first enter auction based on bids and then pay taking into account quality score of participating ads. So, while an ad with low bid may enter the first page auction, if ad rank is high, on google. On bing ads will first enter the auction based on bids and then pay according to position & Quality score. So a low bid ad, despite high quality score may not qualify to enter auction on bing first page.
So, on bing, you must bid keeping in mind the position of ad and also keep tab on what percent of bid amount you are actually paying to understand relative quality of your ad/page in comparison to your competitors. High Bid with Highly relevant page and ad is the key to Bing Success. Better the page, cheaper it becomes.
Negative keywords are only phrase and exact
All the keywords, you add as negatives are by default treated as phrase match, not broad as treated by google. So, you may need to make the list longer.
More caution needs to be taken with broad matches
Broad matches on bing are rudderless, you can only add negatives to restrict them. Hence, better rely on Phrase and Exact for good targeting. Let the list grow longer.
Content cannot be targeted by domain, you can only exclude them
Don't try content targeting if you are not running a very big budget campaign, Or you know all the bad part of the network, where you should not be. Only if you have surplus ad budget which you may experiment with, you should foray into bing content and keep a steady watch on it.
Mainline ad Formatting
Unlike Google, Bing has Only one line of ad that breaks into two while displaying. Also, unlike Google, which may not honor the first dot as break for serving ads in mainline, Bing will pick the sentence before first dot to serve along with header of ad. You may use this feature to show your Toll Free No. !
Flexible Bidding, is the new kind of bidding strategy option added by Google, in the past few months in accounts across the world. This Option you can find clicking on the settings tab, choosing from bidding options. To activate it, you have to set it up through Shared Library.
Go to Shared Library, click on bids and find, Target Search Page Location >Top of the Search Page, Option. You will find details of this bidding strategy on the following pages, which has several advanced options for you to set up according to your preferences. Give it a name(e.g., TopClick) and click save. It will start showing as an option in Bidding Options in settings and also in Bid Strategy Tab at Campaign, adgroup and keyword pages. You can also create another strategy, say Maximize clicks within budget. You can shift between different strategies through,the Bid Strategy Tab. Flexible Bidding has Target Search Page Location and Maximize Clicks as Bid Strategy type. You may choose either Target Top of the page, or First page as option in the first type.
What Top of the Search Bidding does?
If you have chosen, Top of the Search Page option, it will dynamically raise and lower your bid to produce maximum above the fold clicks. The greatest merit of the algorithm behind this is that it adjusts different bids for different keywords, taking into account Quality Score and probably budget too. It is wise enough to judge what percentage of keywords should be given top bids, if enabled for entire campaign or adgroup. You can also enable it for one, two or more keywords!
Whenever, you want, you may shift to manual bidding through simple click on Bidding Strategy.
For those who were unhappy with the absence of position preference and run the rule now option should find this as a better solution. It is indeed better and economical than earlier features, retired now, intended to produce top rank click on adwords ads.
Click Fraud is an Industry, so play safe
Click on Competitors' ads with malicious intent to exhaust their budget on useless clicks, are termed Farudulent clicks on PPC ads. Some advertisers consider, spending on PPC should be bothway, so they also pay for clicking on competitors' ads. Google detects such clicks, mostly by ameteurs in this field, most of the time, but it is not 100% accurate, and many times advertisers feel their ads have been clicked by competitors, because of clearcut indication in stats. Masters of Click Fraud Industry have evolved many innovative techniques to escape Google's auto-detection system. Google's TOS clearly sates, clicking on competitors' ads will disqualify them from adwords program. However, till we find people prosecuted by court of law for such activities, playing safe is a better strategy.
Make best use of Geographical Setting
If you suspect people of some nationality or location would be maliciously clicking on your ad, you must use the targetin exclusion tool. Change the default setting to Target People physically present in the targeted location, and exclude either those physically in excluded region, or both in excluded region including people who are interested in excluded region. The latter would exclude even people of those nationalities who are present in the targeted region. For example, if you are targeting USA and suspect Your competitors in India are maliciously clicking on your ad. You should exclude India, and set exclusion setting to exclude people physically present in the excluded region, and also those who visit pages related to the excluded region. This brings great result in most of the cases. People won't be able to access your ad either sitting in India, or most likely even in USA, if they visit India related pages on the same computer.
Use Location based bidding
Advertisers should avoid common bidding in entire targeted region. Use low bid for the whole region and increase the bid for specific locations within the targeted location. This way one can minimize the loss through fraudulent clicks incurred. For example, set the bid for whole of USA, $2 and increase the bid of city and states by 30%, 40%....
Stay away from some obvious...
In the worst case, you may avoid exposure on terms where your competitor would obviously assume your presence. Simply add some Exact negatives, in negative keyword list. It is a technique which works wonderfully.
Change the Domain Name
If you are in a highly competitive industry, prone to click fraud. It is better to shift some keywords, identified in the above step and set up a new campaign with new domain. Are you still surprised why you find some industry leader missing on some great keywords.
Deleting the broad match, after adding all converting search terms as exact:I equate this situation with a gamble with dice. A dice has 6 possible outcomes. Search Term reports are like, you know the 3 occasions when you were successful matching, say (1, 3 , 5). If you decide to quote only (1, 3, 5), your chances of failure to catch (2, 4, 6) are 100%. Because a dice has 6 possible outcomes, with equal probability you are reducing your chances of success by relying on historical data.
Adding converting search terms as they are in the search term list, in the keyword list:After adding these terms, most of them get marked, low search volume. Some do get impression, but seldom converts again. What you missed, is that, keywords actually Never Converts. What converts are ideas and themes. A visitor rotates on searches throughout the theme/idea, through many websites, he may convert any time, on any of them. So, you rather need to crack the idea/theme which converted. Simply adding those keywords are of no use.
Promptly adding negatives, which seems non-converting:People easily figure out, some terms which they see as non-converting and try to block them. After this conversion falls, because they seldom went through the digging part, what triggered them? Dice analogy fits here too. I would like to block all the outcomes which are beyond 6, but would retain all that is within (1, 2, ... 6). Conversion dice has some unknown value! You have to dig deeper into the problem. Real problem may be bid, match type or keyword itself within the existing keyword list.
The only action which one may do easily without committing mistake:The only thing you may do with this report without doing major blunder is identifying some terms to be added as Exact Negatives. You are safe doing it!
Broad match modifier restricts the queries triggered by a broad match keyword to the inclusiveness of all the words modified in the keyword. A '+'symbol is used just before the modified word, which means any query triggered through them must include the modified term or its close variants.
For example, if I use modifier in the keyword, say, purple flowers online delivery. I may use it for all, some or one of the word in the keyword. If my concern is, it should not trigger ads on green, blue ... flowers, I may use modifier for the word purple and make it, +purple flowers online delivery. It solves my problem. It won't show on any search term which doesn't include the term purple. Additionally, if the advertiser want to show ads only to people who are interested in delivery, then modifier should shift either only to delivery or both to purple and delivery. This is the basic part of the usage of the modified broad match
We shall now explore further, the practices which may deliver better targeted ads.
Use to limit the exposure of ads to certain brand search terms
It is particularly beneficial for tech support business, who would like to avoid the exposure of Mcafee antivirus ads on norton or avg. To achieve this, simply use modifier for all the terms containing mcafee, like +mcafee support, +mcafee antivirus support etc., Similarly, in other adgroups containing norton use +norton, in all keywords. In hp printer adgroup, use +hp throughout the adgroup and so on.
Use to gain exposure on some rare terms
One may use to gain exposure on terms which attracts little traffic on related terms. So, some location like +location, is useful, or +term can also be used. It is same as we earlier used "location", or "term", phrase match keywords.
Use to improve CTR & Quality Score
An adgroup themed on roses, may contain +roses in all the keyword and this will improve the CTR & quality score of entire adgroup.
Use to improve the cost of acquisition(CPA)If you use modifier throughout the adgroup for words like +buy, +sale, +deliver, it will catch people at the last stage of the buying cycle. This achieves a short term boost in sales, however, those who are long term players and are concerned about branding, I don't recommend this practice. However, the technique does improve your CPA.
Mousetraps are still in demand. You will always find them, in some corner of a weekly vegetable market. I myself purchased one, though it didn't work up to my expectation and later I bought a ratkill, a chemical pesticide, which worked perfectly. Mousetraps are replaced by chemicals now, and we tend to spend money on few of its alternatives when rats start giving us nightmares!
Mouse inside a household are menace. They pollute your food, make holes in clothes, bedsheet and tear apart some important paper documents. Nobody can live peacefully with them. They are not dull like cockroaches, but a very intelligent creature, who knows how to run away from you, steal your food and bite your clothes, papers and everything you love in the most inconspicuous manner. So, if they have entered inside your premise, you can't afford ignoring them. You will try to buy the best solution. This is what Demand, actually means!
I'll get you rid of mice menace
Mice are not those rodents alone. They appear in many forms before us, sometimes even as humans around us. People who face them in real life are as desperate seeking a solution, as I was a few days ago, trying to get rid of those real rats. Every Organization has a lot of rats inside. People are always searching for a better mousetrap! If you can promise, I will give you a better mousetrap, people are all ears to you. They will start following you. Just look at the great following of some Babas or religious leader promising peace and heaven after death. That is what the promise for a better mousetrap is. A Sales Pitch! People fall at their feet!! You can make such a promise. All of us can make such a promise and get paid! Identify the mice which are bothering your prospect and start selling your mousetrap to them. Claim that you have a better mousetrap, in your ads. If you are selling flowers on a website, you may conduct a research and write something like this in the caption, "From the data we collect from you guys, interesting facts emerged! x% of these flowers were sent by 20-25 aged people, 40% of them asked us to deliver on their marriage. Most Recommended by the website for those who love someone." I have given you an idea around which you have to create a trustworthy story. See How many of the visitors leave without purchasing. This is how you sell a mousetrap!
You all know, Google, no more allows phone number in adtext and sitelinks.
It has been documented that any new ad created with phone number in adtext or sitelink, will get disapproved and old ads will get disabled after sometime. Some old practices have become obsolete and new ones are in place!
You can still write Phone No. in
Adtext Display URL
Is the new call extension, the only way, to show your phone number in adtext? Definitely Not! In fact, you can still show, phone number in adtext, because from what I have observed, Intelligent Google, neither considers Display URLs to be part of Adtext, nor Sitelinks, so Adwords Specialist, examining your ad would Approve it! So, the only thing you don't have to do is, not to write phone no. in Headline & the remaining two text lines of the ad.
Use of Suggestive prefixes in Display URL
You may write your display url like, example.com/Call-9910115853, or example.com/+91-9910115853 or example.com/dial-9910115853 or +91-9910115853.example.com. I have seen all these gets approved. I haven't tried but would suggest you to try, example.com/tel-9910115853. I think, it too should get approved.
Choose Mobile Call Extension in the option.
There are two options in the new call extension, one you all know will show phone number along with the ad text, and give users the option to call clicking on it if she is on a mobile interface. However, the other option, where on mobile device, click anywhere on the ad connects to your phone, is worth considering.
User won't land on mobile site but would rather get connected to you. This appears as 9910115853(mobile), in extension report. The difference is observed on mobile interface only, on desktop both kind of extensions appears the same. However, some callers may feel awkward, getting connected to the advertiser, when they actually wanted to examine their site. So, I personally run both the extension side by side. It is simple, you have to include both, 9910115853 & 9910115853(mobile) in setting and they will appear in rotation on mobile devices. Reporting too would give you two rows. After sometime you can take decision, which one is best for you !
Use of word "Call" in Headline or line after that
Use of word call in Headline, increases the response rate on phone, if you depend on call extension.If you have phone number in adtext(display url), both the positions, Headline and line just below it works well, to boost call response rate.
Call Forwarding Feature and Conversion Tracking
Call Forwarding feature allows you to investigate, all the interaction through phone number displayed on your ad. If opted in, Google shows unique number to every user who even if dials it after sometime, triggers the data metrics in your account. This feature is not available in India. So, the accounts which doesn't have this feature and also those who haven't opted for it by choice, will see considerable fall in reported conversion in their account, but that is a false alarm and you know why! Don't you??
POST SCRIPT: Google has clarified that an algorithm works behind, the call extension, which judges the occasions, where showing Phone number is of interest to users. So, stuffing nos. in display URL, may send wrong signal to the algorithm. It may cause rendering and Quality Score issues, while delivering ads. So, you may not use these techniques, if you find these issues in your account, and better rely on call extension. As claimed by google algorithm behind call extension, judges according to different signals it receives, from user behavior and website
I have got a few queries regarding possibility of publishing on Netargument as Guest Poster. This blog is about 5 years old. However, the objective and seriousness of blogging, blame it on me, has many different phases, which with time has become my blogging policy. I will brief you about my publishing policies, and why they exist. As a Guest Blogger, you too should observe them, to a higher degree!
If you can't tell who You are, I can't go ahead with you
I have never done anonymous blogging. In fact I hate it. I want to see your public profile. I want to know who you are before reading your work. if, you have created a profile with confusing pseudonym on some social portal or you are not willing to share your real identity, I won't even take the pain of reading what you write. You must brief about yourself. I know everybody doesn't have a personal blog, but I think everybody who wants to write do have a public profile, from where i can judge who you are in your real life.
Original Content is required, even if someone may call it funny
I have always tried to post original content. If you don't have something unique in your post, then it is not worth sharing. I know original contents sometimes sounds funny and bizarre to someone, but I am OK with that. Let the vibration of your mind and heart come out in your writing. Good writers don't create contents focusing on words alone, they pass on their mental and emotional juice in their writing, and till you decide to start doing it, no matter however poor it may seem initially, you can not attract and entertain a bigger audience at any point of time. It is better to start doing it late than never, if you dream to be in that order.
I love hyperlinks, but they should not be Yours only
If you have gone through my writings, you must have seen how generous I am with referring to others' work, wherever it makes sense. Let me tell you I have generously given link to people and products. I was never paid for doing that. I expect the same spirit, while you submit your work. Don't ever try to hide the credit of Original Authors from where you have learnt, and don't ever try to paraphrase someone else's work as your own. I know some people manage to rank above the original writers on google, simply building upon their work for some keywords. It is not because of some google's algorithm, it is because of ethics of writing.
Don't Try to use the privilege to Please or Displease Your Boss
Earlier, Blogging was part of my hobby. I was not serious about it. I used to write anything, I wanted to write. Slowly, I noticed, this has stared giving me reactions in real life. I never promoted it, but people around me started reading and discussing it without my knowledge. So much, that at one point of time, I had even to explain my postings. No, I had to delete many of them. I was employed with some organization, then, and the person asking for it, did it in a really nice manner. Everything went smoothly, and nobody was hurt in the end, I still have a lot of respect for him. It was the end of a chapter. I learnt a lesson on accountability. You may be hurting someone, even if your intention is not to do so. So, be extra careful, because, You may not get the chance to get it deleted, once it gets posted here, and You may not be fortunate like me! I would only ask you to learn from my own experience. If, you are employed with some organization, please don't submit your love, hate, rave or rant about its product or culture.
Don't Offer me Money for Publishing, I rather want to pay people for writing here
I want money! I want to build this blog as one of the topmost blog in its niche. I need a lot of writers, but I don't want writers who would rather pay me for posting what they write here. I must also tell you, I too have passed through the phases of temptation to write paid posts. In fact, I was about to accept an offer of regular paid postings on this blog. Thanks to the response from a person, who wrote these words,
"We are happy to hear that you are interested. What we are looking to do is guest blog on site like yours. We will provide you fresh content written by our professionals. Posts could be about clothing, fashion, eyewear, sports like wakeboarding, snowboarding, climbing, surfing, skateboarding, etc. We would be able to pay( as per your website Page Rank) per post with 2 permanent do follow links. The post frequency will be 2-3 a week depending on what is available if you are interested, more or less is always an option depending on what you would like. We have many partners always looking to guest blog, and we have a few that would go well with your blog and your audience, would that be something that you would be interested in doing?
How we determine what to pay:
PR 1- $5 per post
PR 2- $10 per post
PR 3- $15 per post
And so forth....
Also, as your PR goes up so does the payment for future post.... let me know what you decide..."
Now, You know what I decided, I don't want to kill this blog for narrow gains, I want to make it real big!
What are Vertical/Specialized Search?
Those of you who haven't recently searched on Google for Hotels or tickets, may not be knowing, what this vertical search is. Google, has a while back launched services similar to many booking engines already available for such type of services.
These Booking engines, are already big clients of google, regularly availing adwords platform, for driving traffic on their portal. Some of them are not happy over this move by Google and have threatened lawsuit. Google, to mitigate the aftermath has listed some of these service providers, with great degree of prominence, prompting users to book their tickets through their site.
You should google on some such terms, like - Hotels in delhi- to know in depth, How it looks like!
Is the threat Real?
Is Google really trying to kill such booking engines, or, is it trying to play a longer game, which though now looks like a friendly approach towards, these Booking Services, might be a long term plan to eliminate them.
So, the fear is real, and maybe Google won't need them in future.
Value Addition or Just another Google' UI Experiment?
Google's SERP for these searches has been spammy for a long time. Google has inserted, map, local listing and a lot of nonsense, into SERP, for these terms.
Who doesn't know, what kind of crap Google's local listings are!
It is full of spams, with self written testimonials by businesses. Many businesses listed there often use others' brand names for stealing their queries. In a nutshell, it is not something which deserves such a high position in search result. It is bad for Good Businesses who lose customers to bad ones because of these listings, and also, for consumers who get cheated because of these fake listings, reviews and ratings which features with a lot of prominence in SERP. In the long run, they are harmful for Google too.
It is around Trust, not the Artificial Buzz
The listings which are really beneficial for users is not a very easy task to achieve. It is not the rave or rant of any xyz, that should feature with such a prominence, but, it is rather how much genuine they sound. So, actually it is not into How big the buzz around something is, rather how much real people are behind that buzz, that is important, which Google does not tell you. But, that is the greatest requirement of our time!
So, the future doesn't belong to the one, who features with prominence there.
The Future belongs to those who can prove, the testimonials, they are showing, no matter if they are fewer, are by the real people, whose only intention was to avail their services.
People are already exposed to a lot of social networks and they know, what are the comments they should trust and what they should ignore or suspect.
Coming back to Google's Specialized Search and similar online directories, If you can't help users take decisions, for which they will feel obliged to thank you, then you don't deserve to be where you are. Same goes with Google, if people start hating you after following your suggestions, then certainly, you will too lose their attention.
Tech Support Business in India
The business of Tech Support for overseas clients is booming in India.
The formula is simple. Arrange for a few tech experts, run ads through google adwords account and charge the customer for services. An Ideal Low Investment Business Opportunity! Because of seemingly very low entry barrier, it has become an attractive business opportunity for tech savvy people.
Reasons why India is ideal for this kind of Support Business are:
- India has great number of Engineering and Software experts. In fact India is among topmost countries producing such skilled labor at low cost.
- Indians can speak good English. They can even be easily trained to fake american accent and there is very little chance native Americans may even notice. The reason why it is the most preferred destination for MNC call centers.
- People in US, Europe are willing to pay for Tech Support services. If one can provide tech support in specified time limit, people are willing to pay for it.
Old Style Tech Support Adwords
For a long time, Google adwords has played a significant role in call generation for such kind of businesses. Ad text written with a strong emphasis on call, with a toll free number written in the text itself, had made the click and website redundant. There used to be significantly higher number of calls compared to clicks on the website. Ads used to generate calls purely in direct proportion to the impressions gathered by the ads.
Google apparently took note of it and decided to disable ads with phone number in ad texts.
New Call Extension, The Game Changer
The upgraded call extension or new call extension, is the only way now to display your phone numbers in the ad text. So, now Google decides, when to show your telephone number and when to hide it. I've seen typically when Ads start falling in CTR, call extension stops showing and ads start gathering clicks. So, the era when such businesses were thriving on few clicks and a lot of calls is gone now or it is soon to become past. Yes, the ads which were written in the past are still showing on google. However, they will soon be disabled and PPC experts shall have to write it in a new way.
If you want to generate good number of calls through adwords, then, you can't ignore CTR & Quality Score now. Otherwise, phone number may disappear! Yes, all such companies shall have to rework on both the campaign and economic side of this business.
Your Blog Posts may have better engagement, If you adhere to the following tested methods for better Readability!
Line Length should be between 500-600 pixels. We have large size, screens nowadays, especially desktops, which has widescreens. Still, the 500-600 px limit is the best width for your post size.
The ideal ratio between, Post space and sidebar is 5:3. This ratio has been considered sacred for millenniums and has been used in the creation of great artistic pieces, and it still works best. I am using it for a long time and recommend you to use it, if you don't have any other idea.
The length of a paragraph should be around 300 characters, for better scan-ability. It is roughly around 5 lines. You should think of a para break after every 5-6 lines. More than 7 is Long!
If you write the first Text of the post in bold, and increase its relative size, it increases the depth of the visit.
Margin or white spaces should be smooth and even all around the post.
White Spaces between two elements increases the attention towards them. Just have a look at the top header and footer of this blog. It is just like a creature in sea would try to find an island on either side. White spaces acts like sea water!
If post looks crumpled, increase the line gap height, anywhere between 1.3 to 1.5
A Light Background color in text area enhances the duration of the visit.
If you end your post at the mid of the Line Length, it increases the engagement with post footer.
Don't implement more than 3 tips in one go in your blog, because it is not Single Size Fits All. Every blog is different & requires some deviations from the norm!
|Facebook Liked Description on Timeline|
I had thought of writing on this topic for a long time. However, web is already filled with open graph documentations, so, I would only discuss the troubleshooting part, which you can easily implement, and has not been discussed earlier.
Meta Tag inside body
Remove all the meta tags inside <body>....</body> in your template. Sometimes, you add them to fix some problems as a short cut method. However, this is a very bad practice. Even, Schema.org documentation recommends adding them in some cases, but, you should preferably avoid adding a meta tag which is something like, <meta...../>, outside </head> of your blog or website.
Website Logo not showing.
You know facebook requires pictures of high quality, in specified size and formats. However, you can easily avoid all these hassles by simply uploading the Logo as Facebook Fan Page Logo and just right click there, copy the image url and use the URL in open graph, like, <meta content='http://profile.ak.fbcdn.net/hprofile-ak-snc4/276570_154982213146_6949695_q.jpg' property='og:image'/>
Author Description is Weird.
Here too Author Description for Blog should be like: <meta content='Author Description URL' property='article:author'/>. If you use About page of your blog or website. It will show as Author:About, on facebook, and hover card too would look blank and weird. If you create a page with different title, even then, hover card wouldn't show description. To avoid hassles, here too use the Facebook profile page url, like <meta content='http://www.facebook.com/rameshbook' property='article:author'/>, and everything gets fixed!
Website name not showing in "liked" or "shared".
You are missing an app id. create a facebook app, and give it your website's name, add the app id meta tag, like, <meta content='your app id' property='fb:app_id'/>, soon the liked article would show, "Liked on Your App Name", like, "liked on Netargument".
Facebook not reading the corrected tags and using the old one.
It takes time, but you can get it corrected if you want in no time, simply visit this url and put your page url. This will update facebook servers, and your description will start showing according to fresh tags.
Heading Tags, <h>
You can use headings like h1, h2..... h6 to tell what the contents are. There should be a hierarchy. If your blog is using h1 for blog header, h2 for post header, consistently throughout the blog, search engines can understand what are blog, post headings and subheadings. I use, h1 for Blog heading, h2 for Post Heading, h3 for post subheading, h4 for comment heading and h5 for sidebar heading. Most Important are h1, h2 & h3 which if nested properly gets indexed by search engines.
Paragraph tag, <p>
Paragraphs wrapped in <p>....</p> are good for seo. It is considered the most important tags wrapping texts. Since, most texts on web are wrapped within this tag, search engines look out for them. You must use them in all your posts, to mark the paragraph, start and end.
Emphasis <em> & Strong <strong>
Many people don't know, <u>...</u> and <b>....</b> are obsolete tags. Use <em>...</em> to emphasize some text & <strong>.....</strong> to make it appear bold. The text within these tags are given due weightage by Search bots.
Use of Section Tag, <section>
There has been great debate on its usage. There are more Don'ts than Do's. Important point to remember are, it should have an embedded <h> tag, and content shouldn't be meant for syndication. As per my understanding, it is meant for article's bullet points in a box or table of content or some standalone information embedded within an article which might be of interest and importance to the reader, but are not meant for syndication. A kind of extra information not to be confused with main article body. It is meant for telling the search bots that the piece of information is, though related to the article is not its part. Use it in that way.
Theme Break <hr>
This horizontal rule tag is of historical importance for applying horizontal styling, but now, it has acquired a new meaning. It means theme break! Whenever, you apply <hr>...</hr> or self closing, <hr/>, it means the content after and before are of two different themes. What is of interest to search engines here is that, they may start sniffing of themes and information around them. It has been learnt its usage brings indexing enhancements.