One thing to bear in mind is that the results we get from the calculations are proportions. The figures must then be set against a scale (known only to Google) to arrive at each page’s actual PageRank. Even so, we can use the calculations to channel the PageRank within a site around its pages so that certain pages receive a higher proportion of it than others.
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[40] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[41] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[42] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[38] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
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.
We are going to look at some example calculations to see how a site’s PageRank can be manipulated, but before doing that, I need to point out that a page will be included in the Google index only if one or more pages on the web link to it. That’s according to Google. If a page is not in the Google index, any links from it can’t be included in the calculations.
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As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.
The process of harvesting search engine result pages data is usually called "search engine scraping" or in a general form "web crawling" and generates the data SEO related companies need to evaluate website competitive organic and sponsored rankings. This data can be used to track the position of websites and show the effectiveness of SEO as well as keywords that may need more SEO investment to rank higher.
In the example above (a SERP for the search query “lawnmowers”), all of the results on the SERP – with the exception of the map and business listing beneath it – are paid results. The three large text-based ads at the top of the SERP (considered prime positioning for advertisers) are typical PPC ads. Of those three ads, the lower two (for Craftsman.com and Husqvarna.com) both feature ad extensions allowing prospective customers to navigate to specific pages on their websites directly from the ads.
For example, suppose you're a law firm targeting the phrase "divorce attorney" with a broad match ad. Your ad should appear on the results page for the search query "divorce attorney," but it could also show up for the phrases "reasons for divorce," "dui attorney" or "dealing with divorce for children." In these cases, you may be wasting money on irrelevant searches.
Links still matter as part of the algorithmic secret sauce. The influence of a site’s link profile is plain to see in its search engine rankings, whether for better or worse, and changes in that link profile cause noticeable movement up or down the SERP. An SEO’s emphasis today should be on attracting links to quality content naturally, not building them en masse. (For more on proper link building today, see http://bit.ly/1XIm3vf )
This URL clearly shows the hierarchy of the information on the page (history as it pertains to video games in the context of games in general). This information is used to determine the relevancy of a given web page by the search engines. Due to the hierarchy, the engines can deduce that the page likely doesn’t pertain to history in general but rather to that of the history of video games. This makes it an ideal candidate for search results related to video game history. All of this information can be speculated on without even needing to process the content on the page.
The Google PageRank Checker on Small SEO Tools offers advanced insight not commonly found with any other free Google PageRank Checker or PR checker. The red results let you know when a Page Rank is fake, or false. You see, some shady individuals will use a variety of methods to create a “spoof" Page Rank. You can use this tool to check the validity of a website before you buy it, or buy advertising, and save yourself from getting scammed. In a nutshell, most tools will show you just a Page Rank and you could still be suckered into wasting your money on a scam. However, Small SEO Tools offers you a Google pagerank checker that provides you with a color scheme to identify the Fake PR from True PR, offering you peace of mind.
You can focus on your targets so you can write targeted ad copy and bid/budget appropriately. You can do this based on categories, URLs, page titles, or page content. For example, you could set a target for all URLs with “purple-shoes” in the string. That would allow you to know all searches and ads will be about purple shoes, so you could write ad copy and bid accordingly.
However, the SERP of major search engines, like Google, Yahoo!, and Bing, may include many different types of enhanced results (organic search and sponsored) such as rich snippets, images, maps, definitions, answer boxes, videos or suggested search refinements. A recent study revealed that 97% of queries in Google returned at least one rich feature.[2]
When the ad spot is part of a search engine results page (SERP), the automated auction takes place whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher's Geo-location, the day and time of the search, etc. are then compared and the winner determined. In situations where there are multiple ad spots, a common occurrence on SERPs, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The bid and Quality Score are used to give each advertiser's advert an ad rank. The ad with the highest ad rank shows up first. The predominant three match types for both Google and Bing are broad, exact and phrase match. Google also offers the broad modifier match type which differs from broad match in that the keyword must contain the actual keyword terms in any order and doesn't include relevant variations of the terms.[6]
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. "Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand and its customers to interact directly and exchange their motives virtually.[33]
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[30] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[31] Although there may be inconstancy with product images;[32] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[29] Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[32]
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers' behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it's important for there to be someone who can group these digital activities into individual campaigns and track each campaign's performance.
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.
If the PageRank value differences between PR1, PR2,…..PR10 were equal then that conclusion would hold up, but many people believe that the values between PR1 and PR10 (the maximum) are set on a logarithmic scale, and there is very good reason for believing it. Nobody outside Google knows for sure one way or the other, but the chances are high that the scale is logarithmic, or similar. If so, it means that it takes a lot more additional PageRank for a page to move up to the next PageRank level that it did to move up from the previous PageRank level. The result is that it reverses the previous conclusion, so that a link from a PR8 page that has lots of outbound links is worth more than a link from a PR4 page that has only a few outbound links.
We will be looking at how to organize links so that certain pages end up with a larger proportion of the PageRank than others. Adding to the page’s existing PageRank through the iterations produces different proportions than when the equation is used as published. Since the addition is not a part of the published equation, the results are wrong and the proportioning isn’t accurate.

All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
Links still matter as part of the algorithmic secret sauce. The influence of a site’s link profile is plain to see in its search engine rankings, whether for better or worse, and changes in that link profile cause noticeable movement up or down the SERP. An SEO’s emphasis today should be on attracting links to quality content naturally, not building them en masse. (For more on proper link building today, see http://bit.ly/1XIm3vf )
One thing to bear in mind is that the results we get from the calculations are proportions. The figures must then be set against a scale (known only to Google) to arrive at each page’s actual PageRank. Even so, we can use the calculations to channel the PageRank within a site around its pages so that certain pages receive a higher proportion of it than others.
PageRank is only a score that represents the importance of a page, as Google estimates it (By the way, that estimate of importance is considered to be Google’s opinion and protected in the US by the First Amendment. When Google was once sued over altering PageRank scores for some sites, a US court ruled: “PageRanks are opinions — opinions of the significance of particular Web sites as they correspond to a search query….the court concludes Google’s PageRanks are entitled to full constitutional protection.)
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[25] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions.[26] Patents related to search engines can provide information to better understand search engines.[27] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[28]
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