It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.
CTR matters because it is a metric that can be controlled by marketers. However, while Google’s emphasis on CTR should be noted, it is also important that marketers don’t get tunnel vision with improving CTR. It is not an uncommon mistake for marketers to focus primarily on improving CTR… to their detriment. Creating highly attractive ads for the sole purpose of increasing CTR could be a costly error that ultimately impact your account history, especially if the ads are misleading and result in high bounce rates.
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.
Google spiders the directories just like any other site and their pages have decent PageRank and so they are good inbound links to have. In the case of the ODP, Google’s directory is a copy of the ODP directory. Each time that sites are added and dropped from the ODP, they are added and dropped from Google’s directory when they next update it. The entry in Google’s directory is yet another good, PageRank boosting, inbound link. Also, the ODP data is used for searches on a myriad of websites – more inbound links!
The priority given to the placement of a link on the results page of a Web search. For example, Google's PageRank system, named after co-founder Larry Page, classifies a site based on the number of links that point to it from other sites (the "backlinks"). The concept is that if very prominent sites link to a site, the site has greater value. The more popular the backlink sites themselves are, the higher the ranking as well.
To a spider, www.domain.com/, domain.com/, www.domain.com/index.html and domain.com/index.html are different urls and, therefore, different pages. Surfers arrive at the site’s home page whichever of the urls are used, but spiders see them as individual urls, and it makes a difference when working out the PageRank. It is better to standardize the url you use for the site’s home page. Otherwise each url can end up with a different PageRank, whereas all of it should have gone to just one url.
The PageRank concept is that a page casts votes for one or more other pages. Nothing is said in the original PageRank document about a page casting more than one vote for a single page. The idea seems to be against the PageRank concept and would certainly be open to manipulation by unrealistically proportioning votes for target pages. E.g. if an outbound link, or a link to an unimportant page, is necessary, add a bunch of links to an important page to minimize the effect.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
Assume a small universe of four web pages: A, B, C and D. Links from a page to itself are ignored. Multiple outbound links from one page to another page are treated as a single link. PageRank is initialized to the same value for all pages. In the original form of PageRank, the sum of PageRank over all pages was the total number of pages on the web at that time, so each page in this example would have an initial value of 1. However, later versions of PageRank, and the remainder of this section, assume a probability distribution between 0 and 1. Hence the initial value for each page in this example is 0.25.

Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
When calculating PageRank, pages with no outbound links are assumed to link out to all other pages in the collection. Their PageRank scores are therefore divided evenly among all other pages. In other words, to be fair with pages that are not sinks, these random transitions are added to all nodes in the Web, with a residual probability usually set to d = 0.85, estimated from the frequency that an average surfer uses his or her browser's bookmark feature.

SEO.com is a certified Google Partner, which means the search engine has certified our knowledge and experience of Google applications and tools. In addition, we have access to specialized Google training and products, and a dedicated Google representative. Whether you are in ecommerce, technology, retail, dentistry, or B2B, you will benefit working with SEO.com.

Paid-for links and ads on your site MUST have a nofollow attribute (see Google’s policy on nofollow). If you have paid links that are left followed, the search engines might suspect you are trying to manipulate search results and slap your site with a ranking penalty. Google’s Penguin algorithm eats manipulative paid links for lunch, so stay off the menu by adding nofollow attributes where applicable.
Link page A to page E and click Calculate. Notice that the site’s total has gone down very significantly. But, because the new link is dangling and would be removed from the calculations, we can ignore the new total and assume the previous 4.15 to be true. That’s the effect of functionally useful, dangling links in the site. There’s no overall PageRank loss.

Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, referrer listings, etc. If you're willing to vouch for links added by third parties (for example, if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Webmaster Help Center has more tips on avoiding comment spam39, for example by using CAPTCHAs and turning on comment moderation.


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.
To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:
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).

Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[18]


Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked. The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.
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.
85. Use of Google Analytics and Google Search Console: Some think that having these two programs installed on your site can improve your page’s indexing. They may also directly influence rankings by giving Google more data to work with (ie. more accurate bounce rate, whether or not you get referral traffic from your backlinks etc.). That said, Google has denied this as a myth.
Using keywords on the Display Network is called contextual targeting. These keywords match your ads to websites with the same themes. For instance, the Display keyword “shoes” will match to any website that Google deems is related to shoes. These keywords aren’t used as literally as Search keywords, and they’re all considered broad match. Keywords in an ad group act more like a theme. Display keywords can be used alone, or you can layer them with any other targeting method to decrease scope and increase quality.
We're a growth company looking for a highly experienced Pay Per Click manager to launch and optimize campaigns in Google Adwords, Bing Ads, and more with a focus on B2B. Looking for 5+ experience: - managing enterprise campaigns in Adwords and Bing - tracking and optimizing to goals - executing a/b tests in adwords and bing - reporting and optimizing campaigns We are a fast moving, well funded, profitable startup in search of someone who is highly experienced, and able to respond quickly to the campaign needs of our business.

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.

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.
SEO.com is a certified Google Partner, and our team is filled with specialists in SEO (search engine optimization), PPC (pay per click), eCommerce, social media, Google AdWords, conversion optimization, site usability, databases, apps, and more. Our developers and teams combine creativity and top technical expertise to manage the most effective up to date websites.
Looking at the count of Impressions will provide you the total number of instances where keywords triggered ads to be shown on a search engine results page (SERP). When a search is performed in Google for the phrase “Hawaiian vacation with kids”, the following advertisers (1-3) each increased their impression count by one (+1) because of the search.
Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.[51] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[52] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[51] Due to selective attention from viewers, there is the likelihood that the message may not be received.[53] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision.[54] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[51] therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition.[51] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[51] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[55] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[51] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
But PPC advertising can run up costs extremely quickly. It’s easy to get caught up in a bidding war over a particular keyword and end up spending far more than your potential return. ‘Ego-based’ bidding, where a CEO/marketer/someone else decides they Must Be Number One no matter what, can cost thousands upon thousands of dollars. Also, bid inflation consistently raises the per-click cost for highly-searched phrases.
Many websites need to contain some outbound links that are nothing to do with PageRank. Unfortunately, all ‘normal’ outbound links leak PageRank. But there are ‘abnormal’ ways of linking to other sites that don’t result in leaks. PageRank is leaked when Google recognizes a link to another site. The answer is to use links that Google doesn’t recognize or count. These include form actions and links contained in javascript code.
In both cases the total PageRank in the site is 3 (the maximum) so none is being wasted. Also in both cases you can see that page A has a much larger proportion of the PageRank than the other 2 pages. This is because pages B and C are passing PageRank to A and not to any other pages. We have channeled a large proportion of the site’s PageRank to where we wanted it.
Ok this is some pretty high level stuff here. There is still a lot of good information as well though. I remember when I was able to see the page rank of website on my google toolbar. I never really fully understood what it meant until later. What a person should focus on is good SEO practices to make search engines naturally want to feature your content on their search results.
You can create combinations of remarketing lists. For instance, if you have a subscription-based service that needs renewal every 30 days, you could create one list for visitors of your “thank you” page that lasts 30 days and another that lasts 60 days. You could target the one that lasts 60 days while blocking the 30 days one. This would target people who have visited the “thank you” page 30-60 days after that conversion, and you could use ad copy like “time to renew your subscription.”
Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web. In 2014, over 2.5 trillion searches were conducted worldwide across search engines such as Google, Bing, Yahoo, Baidu, and Yandex. For most websites, traffic that comes from search engines (known as "natural" or "organic" traffic) accounts for a large portion of their total traffic.
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC, which we’ll talk about below).
I think Google will always be working to discern and deliver “quality, trustworthy” content and I think analyzing inbound links as endorsements is a solid tool the SE won’t be sunsetting anytime soon. Why would they? If the president of the United States links to your page that is undoubtedly an endorsement that tells Google you’re a legitimate trusted source. I know that is an extreme example, but I think it illustrates the principals of a linking-as-endorsement model well.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[42] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[43] Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[42]
Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[36] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.

For consumers searching for goods, services, and information online, the first search engine results page (SERP) on sites like Google, Yahoo, and Bing is often as far as they will scroll to find the most accurate and relevant results for their search query. For businesses, securing a top place on this results page for branded and unbranded searches is extremely valuable and can help drive additional foot traffic to their physical locations.
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.
There are three main types of results on a SERP: Pages that the search engine spider has crawled and indexed; pages that have been manually added to the search engine’s directory; and pages that appear as a result of paid inclusion. The highest-ranking hits generally link to the most useful information; links grow less relevant as they move farther down the list.

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.
Say you're running a PPC ad for the keyword "Nikon D90 digital camera" -- a product you sell on your website. You set up the ad to run whenever this keyword is searched for on your chosen engine, and you use a URL that redirects readers who click on your ad to your site's home page. Now, this user must painstakingly click through your website's navigation to find this exact camera model -- if he or she even bothers to stick around.
The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company.[68] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.[69]
Direct-response business: If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online stores are a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makes sense. Staying as prominent as possible within a search result equates to immediate ROI, so you may never want to turn it off. You or your agency are simply testing and optimizing to keep those ongoing costs as low as possible day by day, and month by month.

We are sure that now you know pretty much everything there is to know about Google PageRank or how you can find Google PageRank with the help of a Google PageRank Checker tool. It’s time to find page rank by using our amazing yet simple and easy to use Google PageRank Checker or PageRank Checker or just PR Checker. However, don’t forget to give us your valuable feedback.

Display Network – This network consists of millions of sites that agree to show Google text, image, and video ads. These ads are shown within the site’s content and don’t utilize traditional keyword based targeting, but rather audiences and demographics. For example, a user may visit a blog that speaks to the history of coffee tables. Even though the user isn’t necessarily in a buying mode, the content is relevant to coffee tables. The user may or may not click the ad, but is ultimately now aware of the brand.
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.
SEO.com is a certified Google Partner, and our team is filled with specialists in SEO (search engine optimization), PPC (pay per click), eCommerce, social media, Google AdWords, conversion optimization, site usability, databases, apps, and more. Our developers and teams combine creativity and top technical expertise to manage the most effective up to date websites.
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PPC stands for “pay-per-click”. PPC advertising platforms allow you to create content, show it to relevant users and then charge you for specific actions taken on the ad. In many cases, you’ll be paying for ad clicks that take users to your site, but on some platforms you can also pay for other actions like impressions, video views and on-site engagements.
Shifting the focus to the time span, we may need to measure some "Interim Metrics", which give us some insight during the journey itself, as well as we need to measure some "Final Metrics" at the end of the journey to inform use if the overall initiative was successful or not. As an example, most of social media metrics and indicators such as likes, shares and engagement comments may be classified as interim metrics while the final increase/decrease in sales volume is clearly from the final category.
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 formula uses a model of a random surfer who gets bored after several clicks and switches to a random page. The PageRank value of a page reflects the chance that the random surfer will land on that page by clicking on a link. It can be understood as a Markov chain in which the states are pages, and the transitions, which are all equally probable, are the links between pages.
Using digital marketing without a strategic approach is still commonplace. I'm sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, email or social media marketing. But I'm equally sure that many are missing opportunities for better targeting or optimization, or are suffering from the other challenges I've listed below. Perhaps the problems below are greatest for larger organizations who most urgently need governance.

Typically, daily budgets are setup for each campaign, but sometimes you want these funds to shift between campaigns depending on what’s working. The shared budget feature saves the time spent managing and monitoring individual campaign budgets. Using a shared budget, AdWords will adjust the budget. There is one daily amount for the entire account or a group of campaigns within the account.

PPC stands for “pay-per-click”. PPC advertising platforms allow you to create content, show it to relevant users and then charge you for specific actions taken on the ad. In many cases, you’ll be paying for ad clicks that take users to your site, but on some platforms you can also pay for other actions like impressions, video views and on-site engagements.

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. 
When Site A links to your web page, Google sees this as Site A endorsing, or casting a vote for, your page. Google takes into consideration all of these link votes (i.e., the website’s link profile) to draw conclusions about the relevance and significance of individual webpages and your website as a whole. This is the basic concept behind PageRank.

Whether or not the overall range is divided into 10 equal parts is a matter for debate – Google aren’t saying. But because it is much harder to move up a toolbar point at the higher end than it is at the lower end, many people (including me) believe that the divisions are based on a logarithmic scale, or something very similar, rather than the equal divisions of a linear scale.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.[4]
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