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]

Advertisers pay for each single click they receive, with the actual amount paid based on the amount of bid. It is common practice amongst auction hosts to charge a winning bidder just slightly more (e.g. one penny) than the next highest bidder or the actual amount bid, whichever is lower.[8] This avoids situations where bidders are constantly adjusting their bids by very small amounts to see if they can still win the auction while paying just a little bit less per click.


Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
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.

In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[12]These problems made marketers find the digital ways for market development.
Now, how much weight does PageRank carry? Like most every other part of the algorithm, it’s questionable. If we listed all the ranking factors, I don’t suspect it would be in the top 5, but it’s important to remember that the key to ranking well is to be the LESS IMPERFECT than your competition. IE: To have more of the right things that send the right signals in the right places so that Google sees you as a better, more relevant, candidate for the top three on page one. If you and your competitor both have optimized (on-page and technically) for the same keyword phrase perfectly, PR could be the deal breaker that pushes your blue link an inch up.
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]
Unlike smaller digital advertising agencies, there is nothing cookie cutter about us. We create completely customized strategies based on your business goals and can easily pivot as your company scales and evolves. We also have a much more conservative pricing structure compared to large mega-agencies. We won’t tell you to blow all of your marketing dollars on a huge placement. Instead, we have an eye for ROI when advising you on how to spend your money.
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. If you do want to prevent search engines from crawling your pages, Google Search Console has a friendly robots.txt generator to help you create this file. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.txt file for that subdomain. For more information on robots.txt, we suggest this Webmaster Help Center guide on using robots.txt files13.

Basically Google uses a complex mathematical formula called an algorithm to give a score to every website and every search people to do in Google to figure out which website should rank best for what people are looking for. Think of the algorithm like a collection of empty buckets. One bucket gives you a score for the quality of your site, one bucket gives you a score for how many sites link to you, one bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website. You can affect your search engine ranking by having the highest score in terms of quality of your site, of having the highest score in terms of authority of your website, of having the highest score in terms of the most trusted store for that search that people are looking for. The good thing is that there are hundreds of buckets, and for every single one of these buckets these scores put together in the algorithm to figure out where you rank is an opportunity for you to fill it up and rank better. So optimizing your site for search results really means getting the highest score in as many of these points as you can.

Internet Marketing strategies aren’t a "one-size-fits-all," which is why we will build you a well-conceived and custom SEO strategy, complete with proper implementation, and SEO optimization services so your site will gradually climb towards the top of the search engines until eventually becoming an authority and top ranking for the keywords you want to be known for. Off site SEO or (backlink enhancement) will help lessen the amount of links that could be hurting your brands authority. We break down your competition's strategies and create a customized long-term SEO plan for your industry or niche. If your business has an in-house team that needs to learn SEO, please check into our complete Internet Marketing Solutions.
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.
This definition emphasizes the focus of marketing on the customer while at the same time implying a need to link to other business operations to achieve this profitability. Yet, it's a weak definition in relation to digital marketing since it doesn't emphasize communications which are so important to digital marketing. In Digital Marketing Excellence my co-author, PR Smith and I note that digital marketing can be used to support these aims as follows:
When running reports in the search engines you always have the option to further segment your data. You can segment by device, time, network, and much more . There are many different options to choose from giving you the granularity you desire. These can be located on many of the tabs in AdWords. Some segments will only apply to certain sub-sets of data, and other segments can be found once you download the report from the interface.
Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers. However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindfleisch, 2016).

Most people who used the Google Toolbar probably never went through the effort of enabling the PageRank meter, which Google offered as an incentive to web surfers, a way for them to understand the quality of pages encountered when browsing (and a way for Google to understand what people were viewing beyond Google itself). But one group was very inclined to make the effort: SEOs.
The box on the right side of this SERP is known as the Knowledge Graph (also sometimes called the Knowledge Box). This is a feature that Google introduced in 2012 that pulls data to commonly asked questions from sources across the web to provide concise answers to questions in one central location on the SERP. In this case, you can see a wide range of information about Abraham Lincoln, such as the date and place of his birth, his height, the date on which he was assassinated, his political affiliation, and the names of his children – many of which facts have their own links to the relevant pages.
The PageRank algorithm has major effects on society as it contains a social influence. As opposed to the scientific viewpoint of PageRank as an algorithm the humanities instead view it through a lens examining its social components. In these instances, it is dissected and reviewed not for its technological advancement in the field of search engines, but for its societal influences.
This section can be summed up in two words: GO BIG. “Blocking and Tackling” is a phrase that emphasizes the need to excel at fundamentals. We covered many PPC marketing fundamentals in the first two segments and it is important to note that you should always strive to block and tackle your way to success. However, don’t let the routine of blocking and tackling impede your creative and innovative side. Constantly remind yourself that end goal is customer acquisition (and your ongoing challenge) is to constantly build a better mousetrap.
Who is targeted by this Campaign? Always remind yourself “who” you are aiming to reach through paid search. When choosing keywords and creating ad text, select terms your audience would search for and create ad text that speaks to their needs. Always be sure the content on your landing page logically aligns with these keywords/ad text to ensure a quality user experience and maximize your ROI. Put yourself in the visitor’s shoes. Would the Keywords and ad text catch your attention or give you helpful information?
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]
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.
Size: (green) The size of the text portion of the web page. It is omitted for sites not yet indexed. In the screen shot, “5k” means that the text portion of the web page is 5 kilobytes. One kilobyte is 1,024 (210) bytes. One byte typically holds one character. In general, the average size of a word is six characters. So each 1k of text is about 170 words. A page containing 5K characters thus is about 850 words long.
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.

3. General on-site optimization. On-site optimization is a collection of tactics, most of which are simple to implement, geared toward making your website more visible and indexable to search engines. These tactics include things like optimizing your titles and meta descriptions to include some of your target keywords, ensuring your site’s code is clean and minimal, and providing ample, relevant content on every page. I’ve got a huge list of on-site SEO tactics you can check out here.
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.
What seems to be happening is that the toolbar looks at the URL of the page the browser is displaying and strips off everything down the last “/” (i.e. it goes to the “parent” page in URL terms). If Google has a Toolbar PR for that parent then it subtracts 1 and shows that as the Toolbar PR for this page. If there’s no PR for the parent it goes to the parent’s parent’s page, but subtracting 2, and so on all the way up to the root of your site.  If it can’t find a Toolbar PR to display in this way, that is if it doesn’t find a page with a real calculated PR, then the bar is greyed out.
SEO is the process of editing website code and content to build authority and relevancy for keywords for the purpose of increasing the amount of organic search engine traffic (Google, Bing, Yahoo!, etc.) to your website. SEO is what helps search engines find your site in the vast sea of the Internet. This is why SEO Inc, a SEO marketing company, works closely with you to develop custom campaigns for businesses of all sizes.

Display Topics are themes you can select, which Google will then use to find sites that match that theme to display your ads. Topics work in much the same way as Display keywords, except that you select the theme instead of creating a theme with your own keywords. You also have keyword level bidding with Display keywords, and only Topic level bidding with Topic targeting. Placement reports for Topic targeting should evaluate if the site actually matched the intended theme for the placement.

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]
Page and Brin founded Google in 1998.[22] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[23] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[24]
×