1. The big picture. Before you get started with individual tricks and tactics, take a step back and learn about the “big picture” of SEO. The goal of SEO is to optimize your site so that it ranks higher in searches relevant to your industry; there are many ways to do this, but almost everything boils down to improving your relevance and authority. Your relevance is a measure of how appropriate your content is for an incoming query (and can be tweaked with keyword selection and content creation), and your authority is a measure of how trustworthy Google views your site to be (which can be improved with inbound links, brand mentions, high-quality content, and solid UI metrics).

In the past, the PageRank shown in the Toolbar was easily manipulated. Redirection from one page to another, either via a HTTP 302 response or a "Refresh" meta tag, caused the source page to acquire the PageRank of the destination page. Hence, a new page with PR 0 and no incoming links could have acquired PR 10 by redirecting to the Google home page. This spoofing technique was a known vulnerability. Spoofing can generally be detected by performing a Google search for a source URL; if the URL of an entirely different site is displayed in the results, the latter URL may represent the destination of a redirection.
In early 2005, Google implemented a new value, "nofollow",[62] for the rel attribute of HTML link and anchor elements, so that website developers and bloggers can make links that Google will not consider for the purposes of PageRank—they are links that no longer constitute a "vote" in the PageRank system. The nofollow relationship was added in an attempt to help combat spamdexing.
Another reason is that if you're using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don't recommend using too many images for links in your site's navigation when text links could serve the same purpose. Lastly, optimizing your image filenames and alt text makes it easier for image search projects like Google Image Search to better understand your images.
Junk traffic can also suck the life out of your campaign. Most, but not all pay per click services or providers distribute a segment of their budget to several search engines and other sites via their search partners and content networks. While you certainly want your ads displayed on Google and/or Bing, you may not want your ads showing up and generating clicks from some of the deeper, darker corners of the Internet. The resulting traffic may look fine in high-level statistics reports, but you have to separate out partner network campaigns and carefully manage them if you’re going to get your money’s worth.
In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[21] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
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.
4. The facets of content marketing. Though content marketing can be treated as a distinct strategy, I see it as a necessary element of the SEO process. Only by developing high-quality content over time will you be able to optimize for your target keywords, build your site’s authority, and curate a loyal recurring audience. You should know the basics, at the very least, before proceeding with other components of SEO.
Now you know the difference between impressions and Impression Share (IS). Regularly monitor your Impression Share metrics and quickly fix issues as they arise. Low Impression Share hurts your chances at success by allowing your competitors to gain greater market share. Chances are, your competitors are already closely monitoring their IS and actively optimizing to 100% Impression Share. PPC is a dynamic platform – always look for opportunities to make gains over your competitors.

[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.

Labels are like Post-It notes and built-in documentation for campaigns, ad groups, keywords, and ads. Labels can be used for anything, from ad creation dates to top performing keywords. Labels are especially useful in accounts with multiple account managers or specific segments with varied goals. Once properly applied it is much easier to assess campaign performance for a specific initiative.


For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.
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.

Facebook Ads, which has an unparalleled targeting system (and also allows you to advertise on Instagram). Facebook Ads has two main strengths: retargeting based on segmented marketing and custom audiences and the ability to introduce your brand to customers who didn’t know they wanted it. Google AdWords is all about demand harvesting, while Facebook Ads is all about demand generation.

The development of digital marketing is inseparable from technology development. One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines [8]. However, the more recognisable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.[9] This kind of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not so efficient.


Let’s start with what Google says. In a nutshell, it considers links to be like votes. In addition, it considers that some votes are more important than others. PageRank is Google’s system of counting link votes and determining which pages are most important based on them. These scores are then used along with many other things to determine if a page will rank well in a search.
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.
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.
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