Search engines use complex mathematical algorithms to guess which websites a user seeks. In this diagram, if each bubble represents a website, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links. Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links "carry through", such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while site E does not. Note: Percentages are rounded.

If you think about it, how can a spider know the filename of the page that it gets back when requesting www.domain.com/ ? It can’t. The filename could be index.html, index.htm, index.php, default.html, etc. The spider doesn’t know. If you link to index.html within the site, the spider could compare the 2 pages but that seems unlikely. So they are 2 urls and each receives PageRank from inbound links. Standardizing the home page’s url ensures that the Pagerank it is due isn’t shared with ghost urls.
Google works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. Google assesses the importance of every web page using a variety of techniques, including its patented PageRank™ algorithm which analyzes which sites have been “voted” the best sources of information by other pages across the web.
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report35.
Most pay per click advertising requires that you write a couple of short, descriptive phrases about your service. Don’t underestimate the importance of this – make sure, at a minimum, that your grammar, spelling, and overall language is correct and appropriate for your audience. Also, verify that your language adheres to the rules enforced by the pay per click platform – Google, for example, won’t allow ads with superlatives (“the best,” “the greatest,” etc.), with repeated keywords, or with excessive capitalization.

Your ads will display based on the criteria set on each platform. On Google AdWords, your ad will appear based on keywords, interest targeting, and bid price. On Facebook, your ads will appear based on demographics, interests, audience reach, geographic area, and bid price. PPC bids allow you to set the cost you are willing to pay for an ad to display on a given page. If your competitors fail to meet or exceed your bid, then you will receive the ad placement until your daily budget has been spent.
For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).
PPC is an advertising method a company executes by placing paid text or display advertisements on search engine web results pages or website pages. The owner of the ad pays a fee to the host website or search engine, through the advertising management platform, when web users click the ad. Each click will open up your business profile, website, goods or services to the visitor. In essence, you are “buying” visitors who may become clients.
My recent blog post on digital marketing trends shows the latest innovations, but here we go back to basics to define digital marketing. This is important since for some in business, particularly more traditional marketers or business owners, 'digital' is simplistically taken to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that should be managed may be missed.
We are looking for someone to manage our PPC campaign. We are a new company selling high end diamond eternity rings. It's a niche category so we want someone who knows the in and out of marketing via PPC to get us the traffic that is looking for this product. Candidate should have some product knowledge of eternity rings and should have some diamond knowledge.

Cautions: Whilst I thoroughly recommend creating and adding new pages to increase a site’s total PageRank so that it can be channeled to specific pages, there are certain types of pages that should not be added. These are pages that are all identical or very nearly identical and are known as cookie-cutters. Google considers them to be spam and they can trigger an alarm that causes the pages, and possibly the entire site, to be penalized. Pages full of good content are a must.

There’s no way to speed up the process. To encourage your PageRank to grow, keep making quality content that others will want to link to. You may also consider participating regularly in social media communities to get the word out about the new content you are creating. (Social media participation itself won’t help your PageRank but it will help other humans know your content exists, which can help inspire an increase in natural inbound linking.)
The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards.[5] However, these rates are sometimes minimal, and advertisers can pay more for greater visibility. These sites are usually neatly compartmentalized into product or service categories, allowing a high degree of targeting by advertisers. In many cases, the entire core content of these sites is paid ads.
If you think about it, how can a spider know the filename of the page that it gets back when requesting www.domain.com/ ? It can’t. The filename could be index.html, index.htm, index.php, default.html, etc. The spider doesn’t know. If you link to index.html within the site, the spider could compare the 2 pages but that seems unlikely. So they are 2 urls and each receives PageRank from inbound links. Standardizing the home page’s url ensures that the Pagerank it is due isn’t shared with ghost urls.
queries results favorite services tools summary special characters narrowing search shortcuts fine tune developing websites preferences URLs advanced search google guide accounts translation synonyms stop words search box prices PageRank news dictionary cookies ads toolbar spelling search terms search operators safe search phrase phone number operators numbers hyphen driving directions broadening search languages calculator
Paid Search, the lead and traffic generation medium has become a cornerstone for billion-dollar organizations and has remained virtually unchanged. Some may argue that “unchanged” isn’t necessarily the right description based on industry and tactic changes — such as the introduction of Quality Score, the Bing/Yahoo deal, Enhanced Campaigns, etc. — however, one thing that has not changed in paid search is what comprises its campaign: keywords, ad text and landing pages.
While there is a wide variety of listing formats, Paid, Local and Organic results set the foundation of Google's search engine results page. Before diving head-first into a digital marketing strategy, advertisers must understand the major components that make up Google's SERPs. Taking time to learn will provide the highest benefit and increase overall performance. 
The green ratings bars are a measure of the importance Google’s assessment of the importance of a web page, as determined by Google’s patented PageRank technology and other factors. These PageRank bars tell you at a glance whether other people on the web consider Google considers a page to be a high-quality site worth checking out. Google itself does not evaluate or endorse websites. Rather, we measure what others on the web feel is important enough to deserve a link. And because Google does not accept payment for placement within our results, the information you see when you conduct a search is based on totally objective criteria.
Enhanced CPC – A bidding feature where your max bid is spontaneously raised for you if Google believes that the click will convert. Your maximum bid using this bid strategy can be up to 30% higher when your ad is competing for a spot on the SERP. If Google does not think that your ad will convert then your bid is decreased in the auction. The last part of the Enhanced CPC bidding feature is that your bid will stay at or below the maximum bid you set for certain auctions. Google’s algorithms evaluate the data and adjust bids.
Did you know 73 percent of consumers report decreased confidence in a brand if that brand’s name, address and phone (NAP) aren’t correct across directories, websites and maps applications? If that doesn't scare you enough into wanting to keep your listings updated across directories such as YP.com and Yelp, did you also know search engines also lose confidence in your business if your local listings aren’t consistent? You need to ensure your local business is listed, but you also need to monitor your listings across the web for accuracy and immediately submit a correction when it becomes outdated — and it will become outdated due to the barrage of data sources and signals used to keep listings "accurate."
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it's important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.
Did you know 73 percent of consumers report decreased confidence in a brand if that brand’s name, address and phone (NAP) aren’t correct across directories, websites and maps applications? If that doesn't scare you enough into wanting to keep your listings updated across directories such as YP.com and Yelp, did you also know search engines also lose confidence in your business if your local listings aren’t consistent? You need to ensure your local business is listed, but you also need to monitor your listings across the web for accuracy and immediately submit a correction when it becomes outdated — and it will become outdated due to the barrage of data sources and signals used to keep listings "accurate."
In the 1990s, the term Digital Marketing was first coined,[10]. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant part of marketing technology.[citation needed] Fierce competition forced vendors to include more service into their softwares, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM softwares after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad [11].
Campaign- and issue-based efforts: If you have a short-term campaign for a new product, service, or special issue, pay per click can be a great way to quickly generate buzz. You can start a pay per click campaign within, at most, 24-48 hours, and you can generally change the text of your ad mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount of time, PPC is perfect.
Building on site authority and trust (off-site optimization) is one of the most critical search engine ranking signals. Search engines measure the popularity, trust and authority of your website by the amount and quality of websites that are linking to your site.  We work with our clients to develop an SEO strategy which stimulates link acquisition organically and supplements those strategies with additional services. Our content / editorial marketing finds the highest quality websites that are relevant to your business, and where you are positioned organically on authoritative and trusted site.
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
The default page of Google’s search result is a page on which different results appear. Google decides which results fit your search query best. That could be ‘normal’ results, but also news results, shopping results or images. If you’re searching for information, a knowledge graph could turn up. When you’re searching to buy something online, you’ll probably get lots of shopping results on the default result page.
One more important thing to keep in mind is that this factor is just part of the story about what helps pages to be displayed high in SERPs. Yes, it was the first one used by Google, but now there are lots of ranking factors, they all matter, and they all are taken into account for ranking. The most essential one is deemed content. You know this, content is king, there is no way around it. User experience is the new black (with the new Speed Update, it will become even more important).
queries results favorite services tools summary special characters narrowing search shortcuts fine tune developing websites preferences URLs advanced search google guide accounts translation synonyms stop words search box prices PageRank news dictionary cookies ads toolbar spelling search terms search operators safe search phrase phone number operators numbers hyphen driving directions broadening search languages calculator
The PageRank formula also contains a damping factor (d) . According to the PageRank theory, there is an imaginary surfer who is randomly clicking on links, and at some point he gets bored and eventually stops clicking. The probability that the person will continue clicking at any step is a damping factor. Thus, this factor is introduced to stop some pages having too much influence. As a result, their total vote is damped down by multiplying it by 0.85 (a generally assumed value).
With this, appearing in Google’s local pack is now more important than ever. In 2014, Mediative conducted an eye-tracking research studying where users look on Google’s SERP. The study showed that users often focus their attention near the top of the page, on the local search results, and the first organic search result. In addition to this, several studies have concluded that organic search listings receive more than 90% of the clicks, with users favoring local search results the most.

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email.[24] Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.[24]
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” Using these and other factors, Google provides its views on pages’ relative importance.
Pay-per-click, along with cost per impression and cost per order, are used to assess the cost effectiveness and profitability of internet marketing. Pay-per-click has an advantage over cost per impression in that it conveys information about how effective the advertising was. Clicks are a way to measure attention and interest: if the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click.

61. References and Sources: Citing references and sources, like research papers do, may be a sign of quality. The Google Quality Guidelines states that reviewers should keep an eye out for sources when looking at certain pages: “This is a topic where expertise and/or authoritative sources are important…”. However, Google has denied that they use external links as a ranking signal.
A Cohesive Marketing Technology Stack: No one software tool can save the day. Marketing is not about the creative aspect alone anymore. Marketing technology infrastructure needs to be designed and integrated correctly. One social media tool alone will not save the day, nor will one CRM tool be the solution to a challenge anymore. Consider your full stack and how it can work together.

Two other practical limitations can be seen in the case of digital marketing. One,digital marketing is useful for specific categories of products,meaning only consumer goods can be propagated through digital channels.Industrial goods and pharmaceutical products can not be marketed through digital channels. Secondly, digital marketing disseminates only the information to the prospects most of whom do not have the purchasing authority/power. And hence the reflection of digital marketing into real sales volume is skeptical.[citation needed]


Customers are often researching online and then buying in stores and also browsing in stores and then searching for other options online. Online customer research into products is particularly popular for higher-priced items as well as consumable goods like groceries and makeup. Consumers are increasingly using the Internet to look up product information, compare prices, and search for deals and promotions.[21]
“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”
9. Troubleshooting and adjustment. In your first few years as a search optimizer, you’ll almost certainly run into the same problems and challenges everyone else does; your rankings will plateau, you’ll find duplicate content on your site, and you’ll probably see significant ranking volatility. You’ll need to know how to diagnose and address these problems if you don’t want them to bring down the effectiveness of your campaign.
A lot of folks aim their ads at the broadest possible terms, such as “dresses,” or “bike parts,” or “search engine optimization.” Since the broader terms get far more searches, it’s a strong temptation – with a big disadvantage. Since everyone bids on the broad terms, the cost per click is generally quite high. And the chances of a conversion, even if someone clicks on your ad, are lower.
Again, the concept is that pages cast votes for other pages. Nothing is said in the original document about pages casting votes for themselves. The idea seems to be against the concept and, also, it would be another way to manipulate the results. So, for those reasons, it is reasonable to assume that a page can’t vote for itself, and that such links are not counted.
Columns are another cross advertising platform feature that shows pre-determined metrics. Columns can be edited on all tabs within the engine interfaces. You can add data such as assisted conversations, competitive impression share metrics, conversion data calculations, and more. Columns act as a great way to customize the interface and view for your goals and analysis needs.
Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text. Multiple heading sizes used in order create a hierarchical structure for your content, making it easier for users to navigate through your document.
Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients. There is also now a lot of experience from how other businesses have successfully integrated digital marketing into their activities as explained in the example digital plans, templates and best practices in our digital marketing strategy toolkit.
“I had worked with at least three other SEO companies before I was introduced to Brick Marketing. But when I met Nick Stamoulis at Brick Marketing, I knew that I was working with an honest and reputable company that would guide me through the world of SEO. In the six months since working with Brick Marketing, our goal for better presence on the internet has been achieved!”

Google's strategy works well. By focusing on the links going to and from a Web page, the search engine can organize results in a useful way. While there are a few tricks webmasters can use to improve Google standings, the best way to get a top spot is to consistently provide top quality content, which gives other people the incentive to link back to their pages.

As Rich White also said in the comments, just because PR scores are no longer visible doesn’t mean PageRank is a thing of the past. It still matters a lot. PR remains one of Google’s 200+ ranking factors. You need to receive links from quality, on-topic web pages and then properly manage that PR through your website through siloing. These are powerful things you can do to boost your pages’ relevance in search.
Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.
Call extensions are available in both Google and Bing and give advertisers two possibilities. On mobile devices, call extensions supplement ads with the ability to click-to-call, giving mobile searchers an easy way to call the business. Keep in mind that call extensions are now part of AdWords’ dynamic ad extension options. In the event that calls are of no use to your business, consider opting out of this feature.
Most pay per click advertising requires that you write a couple of short, descriptive phrases about your service. Don’t underestimate the importance of this – make sure, at a minimum, that your grammar, spelling, and overall language is correct and appropriate for your audience. Also, verify that your language adheres to the rules enforced by the pay per click platform – Google, for example, won’t allow ads with superlatives (“the best,” “the greatest,” etc.), with repeated keywords, or with excessive capitalization.
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report35.
With content marketing, marketers will create content that is likely to rank well for a specific keyword, giving them a higher position and max exposure in the SERPs. They’ll also attempt to build a backlink profile with websites that have a high domain authority. In other words, marketers will try to get websites that Google trusts to link to their content – which will improve the domain authority (and SERP rankings) of their own website.
An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.[24]
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
Place strategic search phrases on pages. Integrate selected keywords into your website source code and existing content on designated pages. Make sure to apply a sug­gested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclu­sion of your keywords. It helps the search engines quickly determine what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page was recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and the number 698 fastest growing company in the USA in the 2017 Inc. 5000. As a digital marketing expert and in-demand public speaker, Lincoln is consistently named one of the top influencers in the industry. In 2017, he was the recipient of the Search Engine Land "Search Marketer of the Year" award. Ignite Visibility crafts custom digital marketing strategies for clients, including services in SEO, social media, paid media, email marketing, Amazon and more.


You want better PageRank? Then you want links, and so the link-selling economy emerged. Networks developed so that people could buy links and improve their PageRank scores, in turn potentially improving their ability to rank on Google for different terms. Google had positioned links as votes cast by the “democratic nature of the web.” Link networks were the Super PACs of this election, where money could influence those votes.
These are paid advertisements via Google AdWords. You can differentiate these from organic (non-paid, earned) results because of the tiny yellow “ad” icon. Normally, you will also see paid ads at the top of the SERP as well. In this book, we are only talking about SEO for organic search results, not advertising through search engines. But it is important to understand the difference as a user, and as a search engine optimizer, as they can both be valuable.
For instance, if you have an article called “How To Do Keyword Research,” you can help reinforce to Google the relevance of this page for the subject/phrase “keyword research” by linking from an article reviewing a keyword research tool to your How To Do Keyword Research article. This linking strategy is part of effective siloing, which helps clarify your main website themes.
Winning a Related Question might resulted in a small CTR bump. However Related Questions are also useful as a method of finding Featured Snippet keyword opportunities related to your existing keywords. If you find Related Questions on a SERP, try tracking the question as a keyword in itself. Most of the time that keyword will have a Featured Snippet which you can win.
When returning results on a SERP, search engines factor in the “relevance” and “authority” of each website to determine which sites are the most helpful and useful for the searcher. In an attempt to provide the most relevant results, the exact same search by different users may result in different SERPs, depending on the type of query. SERPs are tailored specifically for each user based their unique browsing history, location, social media activity and more.
PageRank gets its name from Google cofounder Larry Page. You can read the original ranking system to calculate PageRank here, if you want. Check out the original paper about how Google worked here, while you’re at it. But for dissecting how Google works today, these documents from 1998 and 2000 won’t help you much. Still, they’ve been pored over, analyzed and unfortunately sometimes spouted as the gospel of how Google operates now.
At the moment, none of the pages link to any other pages and none link to them. If you make the calculation once for each page, you’ll find that each of them ends up with a PageRank of 0.15. No matter how many iterations you run, each page’s PageRank remains at 0.15. The total PageRank in the site = 0.45, whereas it could be 3. The site is seriously wasting most of its potential PageRank.
Customer demand for online services may be underestimated if you haven"t researched this. Perhaps, more importantly, you won't understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google's Keyword planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.
How does pagerank work? This is one of the basic questions that you must have, if you are here to find page rank or for a regular page ranking check. If you want to find out the Page Rank of a website using our Google PageRank Checker or PR Checker, you want to add the URL for numerous pages – not just the “Home" page. Google pagerank checker will give different PR values for each link. If you plan on purchasing advertising or buying a “used" website, this free PageRank Checker or PR Checker can help you make an informed decision.
“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”
Imagine the most ambitious outcomes for your marketing and communication efforts. Imagine a partner that seeks to understand your business and make its products and services work for you. A partner that brings you new ideas and creates impact for your business. Imagine a partner that leverages years of research and know how in creating messaging and communications that are game changing. Meet Evolve Impact Group.
This has demonstrated that, by poor linking, it is quite easy to waste PageRank and by good linking, we can achieve a site’s full potential. But we don’t particularly want all the site’s pages to have an equal share. We want one or more pages to have a larger share at the expense of others. The kinds of pages that we might want to have the larger shares are the index page, hub pages and pages that are optimized for certain search terms. We have only 3 pages, so we’ll channel the PageRank to the index page – page A. It will serve to show the idea of channeling.
Digital marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.
Content is a major factor in building out topics related to your brand that could come up in relevant searches — and that content isn’t necessarily housed on your own site. Content can come from popular sources such as YouTube, SlideShare, blogs and other sources valued by consumers, and in some cases,  it will provide additional confidence in the brand since it is not in their owned website. In fact, having this content ranking well in the SERP should be part of their SEO success metrics.
Nearly all PPC engines allow you to split-test, but ensure that your ad variations will be displayed at random so they generate meaningful data. Some PPC platforms use predictive algorithms to display the ad variation that's most likely to be successful, but this diminishes the integrity of your split-test data. You can find instructions on how to ensure that your ad versions are displayed randomly in your PPC engine's help section.
Just a related note in passing: On October 6, 2013 Matt Cutts (Google’s head of search spam) said Google PageRank Toolbar won’t see an update before 2014. He also published this helpful video that talks more in depth about how he (and Google) define PageRank, and how your site’s internal linking structure (IE: Your siloing structure) can directly affect PageRank transfer. Here’s a link to the video: http://youtu.be/M7glS_ehpGY.
Optimizing digital marketing can be tricky, and a simple definition does not necessarily translate into something that is useful for achieving business objectives. That is where the RACE Digital Marketing Planning framework comes in, as it can help break down digital marketing into easier to manage areas that can then be planned, managed and optimized.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

[41] Katja Mayer views PageRank as a social network as it connects differing viewpoints and thoughts in a single place. People go to PageRank for information and are flooded with citations of other authors who also have an opinion on the topic. This creates a social aspect where everything can be discussed and collected to provoke thinking. There is a social relationship that exists between PageRank and the people who use it as it is constantly adapting and changing to the shifts in modern society. Viewing the relationship between PageRank and the individual through sociometry allows for an in-depth look at the connection that results.

Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization's success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
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