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.
Although the Web page ranked number 3 may have much more useful information than the one ranked number 1, search engine software cannot really tell which is the superior website from a quality perspective. It can only know which ones are popular, and link swaps (you link to me - I link to you) are created to do nothing more than make pages popular.
More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.

It is beneficial to have the inbound links coming to the pages to which you are channeling your PageRank. A PageRank injection to any other page will be spread around the site through the internal links. The important pages will receive an increase, but not as much of an increase as when they are linked to directly. The page that receives the inbound link, makes the biggest gain.
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.

Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.
SERP stands for Search Engine Results Page. A SERP is the web page you see when you search for something on Google. Each SERP is unique, even for the same keywords, because search engines are customized for each user. A SERP typically contains organic and paid results, but nowadays it also has featured snippets, images, videos, and location-specific results.

Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[63] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[64] As of 2006, Google had an 85–90% market share in Germany.[65] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[65] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[66] That market share is achieved in a number of countries.
Sure, ad extensions can produce additional leads and the display network provides value to the top-funnel searches, but if you get the three core assets right and have an experienced team that knows how to manage your bids and budget, you will continue to win, no matter what SERP layout changes Google throws at you, such as the elimination of the right rail.
When the dust has settled, page C has lost a little PageRank because, having now shared its vote between A and B, instead of giving it all to A, A has less to give to C in the A–>C link. So adding an extra link from a page causes the page to lose PageRank indirectly if any of the pages that it links to return the link. If the pages that it links to don’t return the link, then no PageRank loss would have occured. To make it more complicated, if the link is returned even indirectly (via a page that links to a page that links to a page etc), the page will lose a little PageRank. This isn’t really important with internal links, but it does matter when linking to pages outside the site.
Create, develop and enhance your relationships with influencers, bloggers, consultants, and editors. In every industry, you should already know that there are a number of reputable figures that people listen to and trust. Take advantage to develop relationships with them, because they’ll be able to enhance distribution of your content, and include quality backlinks to your blog.
A Web crawler may use PageRank as one of a number of importance metrics it uses to determine which URL to visit during a crawl of the web. One of the early working papers [54] that were used in the creation of Google is Efficient crawling through URL ordering,[55] which discusses the use of a number of different importance metrics to determine how deeply, and how much of a site Google will crawl. PageRank is presented as one of a number of these importance metrics, though there are others listed such as the number of inbound and outbound links for a URL, and the distance from the root directory on a site to the URL.
Keep resources crawlable. Blocking page resources can give Google an incomplete picture of your website. This often happens when your robots.txt file is blocking access to some or all of your page resources. If Googlebot doesn't have access to a page's resources, such as CSS, JavaScript, or images, we may not detect that it's built to display and work well on a mobile browser. In other words, we may not detect that the page is "mobile-friendly," and therefore not properly serve it to mobile searchers.
There’s obviously a huge number of reasons why a website might link to another and not all of them fit into the categories above. A good rule of thumb on whether a link is valuable is to consider the quality of referral traffic (visitors that might click on the link to visit your website). If the site won’t send any visitors, or the audience is completely unrelated and irrelevant, then it might not really be a link that’s worth pursuing.
Brick has become the trusted and efficient digital marketing department our company needed to get to the next plateau. From SEO, to article writing, to social media and Adwords campaigns they literally do it all for us. And honestly, Brick marketing keeps us on track for our marketing goals, not the other way around. We could not be more pleased with the job Brick is doing for us.”
Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible. In this case, you could automatically generate description meta tags based on each page's content.

A PageRank results from a mathematical algorithm based on the webgraph, created by all World Wide Web pages as nodes and hyperlinks as edges, taking into consideration authority hubs such as cnn.com or usa.gov. The rank value indicates an importance of a particular page. A hyperlink to a page counts as a vote of support. The PageRank of a page is defined recursively and depends on the number and PageRank metric of all pages that link to it ("incoming links"). A page that is linked to by many pages with high PageRank receives a high rank itself.
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.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.

A more intelligent surfer that probabilistically hops from page to page depending on the content of the pages and query terms the surfer that it is looking for. This model is based on a query-dependent PageRank score of a page which as the name suggests is also a function of query. When given a multiple-term query, Q={q1,q2,…}, the surfer selects a q according to some probability distribution, P(q) and uses that term to guide its behavior for a large number of steps. It then selects another term according to the distribution to determine its behavior, and so on. The resulting distribution over visited web pages is QD-PageRank.[39]
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. In many cases the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their website or network. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher PPC than content that attracts less valuable visitors. However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or high-value contract.
One of the most significant changes in SEO over the past decade has been the emergence of social networks. A core strategy to organically stimulate link popularity is creating content and building a presence on the social networks. We work with all our clients on social media optimization which helps deliver traffic from social networks and increase search engine rankings.
It is beneficial to have the inbound links coming to the pages to which you are channeling your PageRank. A PageRank injection to any other page will be spread around the site through the internal links. The important pages will receive an increase, but not as much of an increase as when they are linked to directly. The page that receives the inbound link, makes the biggest gain.
Generally speaking, “ad position” is influenced by the amount you are willing to pay (max CPC bid) and the relevancy of the ad to the keywords in your ad group (Quality Score). Quality Score is a numeric representation of the relevancy of your ads and keywords assigned independently by both Google and Bing. It is important to note that only Google’s Quality Score impacts ad position currently. Bing’s Quality Score serves only as a guideline to improve your ad/keyword relevancy. We will discuss Quality Score in further detail in Part B.
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:
At Evolve Impact Group, our desire is to build a trusted partnership with you. A partnership that provides you unparalleled value, not just in fulfilling orders, but making real impact for your business. We offer a range of marketing services including Brand Consulting, Print Production, Design, and Digital Marketing.  Interested in learning more about us? Discover Evolve Impact Group
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.

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]
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 appearance of search engine results pages is constantly in flux due to experiments conducted by Google, Bing, and other search engine providers to offer their users a more intuitive, responsive experience. This, combined with emerging and rapidly developing technologies in the search space, mean that the SERPs of today differ greatly in appearance from their older predecessors.

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.
The problem is overcome by repeating the calculations many times. Each time produces slightly more accurate values. In fact, total accuracy can never be achieved because the calculations are always based on inaccurate values. 40 to 50 iterations are sufficient to reach a point where any further iterations wouldn’t produce enough of a change to the values to matter. This is precisiely what Google does at each update, and it’s the reason why the updates take so long.
Get a link to your pages from an high PR page and yes, some of that PageRank importance is transmitted to your page. But that’s doesn’t take into account the context of the link — the words in the link — the anchor text. If you don’t understand anchor text, Google Now Reporting Anchor Text Phrases from me last month will take you by the hand and explain it more.
Search Network with Display Opt-In – This targeting option is a combination of both networks. In the new AdWords experience this replaced Search Network with Display Select. Now you’ll create a regular Search Network campaign and opt-in to the Display Network. The caveat is that Google determines when and where ads may perform best, taking control away from the advertiser. The preferred option is to break out campaigns by network, but Search with Display Opt-In is worth testing.
The majority of companies in our research do take a strategic approach to digital. From talking to companies, I find the creation of digital plans often occurs in two stages. First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how you integrated digital marketing into other business activities. Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual", but doesn't warrant separate planning, except for the tactics.

Just like the world’s markets, information is affected by supply and demand. The best content is that which does the best job of supplying the largest demand. It might take the form of an XKCD comic that is supplying nerd jokes to a large group of technologists or it might be a Wikipedia article that explains to the world the definition of Web 2.0. It can be a video, an image, a sound, or text, but it must supply a demand in order to be considered good content.

More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.
“When I think of Brick Marketing I think Thank You!!! We had previously used another SEO firm and although I think they were doing their job, it never felt right. But we didn’t quite know why. I did a lot of research and was drawn to Brick Marketing because of their customer feedback, white hat philosophy and TRANSPARENCY. Once we started working with Nick I realized that what didn’t feel right about our previous SEO company was that everything was veiled in mystery. We never knew what they were doing, why or when.
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.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

Now, some buckets are worth more than others, and the three main buckets that you need to be aware of for search rankings are quality, trust and authority. So quality: what Google is trying to measure when they’re trying to figure out what sites should rank is offering something valuable or unique or interesting to googles searchers. For example: good content - if you are selling t-shirts and you are using the same description that every other t-shirt seller is using on their website then you are not offering anything unique to Google’s searchers. Even though your t-shirts might look pretty cool, the content is the same as everybody else’s, so Google has no way of telling that your t-shirts or your t-shirt site is better than anybody else’s. Instead, offer people interesting content. For example: offer them the ability to personalize their t-shirt. Give them information on how to wash it. What’s the thread count? Is it stain resistant? Is this something you should wear in the summer or is it more heavy for winter? Give people information, or even be more creative. Get people to share pictures of themselves wearing the t-shirt. Create a community of people who are interested in your product. Get a famous person to wear it and share that picture online. Do something different, do something unique. Show Google that you are different and better than the other search results.
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.
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.
×