Do you regularly publish helpful, useful articles, videos or other types of media that are popular and well produced? Do you write for actual human beings rather than the search engine itself? Well, you should. Latest research from Searchmetrics on ranking factors indicates that Google is moving further towards longer-form content that understands a visitor’s intention as a whole, instead of using keywords based on popular search queries to create content.
So, digital marketing is about utilizing digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However, for now, it remains a useful term because digital marketing requires a certain skill set to utilize the digital technology effectively.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[22] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[26]
Digital marketing is used to market more than just products and services. It is widely used to sell people on things such as companies, political parties and ideas. Political parties use digital marketing to target voters with positive SMS messages about their candidates and negative SMS messages about their candidates' opponents, and tailor ads to receivers who frequent particular digital channels, such as Facebook newsfeeds and YouTube channels. McDonald's created a digital "Kick the Trash" campaign to counter negative press in Germany that called the company's outside areas dirty.

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.
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.
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).

Note that when a page votes its PageRank value to other pages, its own PageRank is not reduced by the value that it is voting. The page doing the voting doesn’t give away its PageRank and end up with nothing. It isn’t a transfer of PageRank. It is simply a vote according to the page’s PageRank value. It’s like a shareholders meeting where each shareholder votes according to the number of shares held, but the shares themselves aren’t given away. Even so, pages do lose some PageRank indirectly, as we’ll see later.
While working at a Fortune 100 company for nine years before moving to lead my current team, I became fascinated by customer behavior. What kinds of digital offerings most deeply engage customers in their digital lives? I started by looking at some case studies of the products, services, communications and experiences that had been embraced and adopted by customers during the first two decades of the internet. Over a period of seven years working on inbound marketing campaigns, what I found was a recurring pattern of three behaviors that drove the adoption of new digital experiences, which I call the three core behaviors of a network:
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.
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.)
Page Rank (named after Larry Page) is a link analysis algorithm used by Google that measures how many links point to a website or page, and more importantly the quality or importance of the sites that provide those links. It uses a numerical scale, with 0 being the least important and 10 being the most important. In an attempt to “cheat the system", some website owners have tried to purchase links back to their website hoping for a higher Page Rank. However, those low quality links can have a negative impact and result in a lower Google Page Rank. In addition, a website may be penalized or blocked from search results, giving priority to websites and web pages that have quality backlinks and content that is valuable to humans.
Wikipedia, naturally, has an entry about PageRank with more resources you might be interested in. It also covers how some sites using redirection can fake a higher PageRank score than they really have. And since we’re getting all technical — PageRank really isn’t an actual 0 to 10 scale, not behind the scenes. Internal scores are greatly simplified to match up to that system used for visible reporting.
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.
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.
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.
As I was telling Norman above, these days what we’ve come to call content marketing is really a big part of “link building.” You can’t buy links, and “you link to me I’ll link to you” requests often land on deaf ears. Its really all about creating high quality content (videos, images, written blog posts) that appeals to the needs/wants of your target market, and then naturally earning inbound links from sources that truly find what you have to offer worth referencing.
Link text is the visible text inside a link. This text tells users and Google something about the page you're linking to. Links on your page may be internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.
Google started search engine advertising in December 1999. It was not until October 2000 that the AdWords system was introduced, allowing advertisers to create text ads for placement on the Google search engine. However, PPC was only introduced in 2002; until then, advertisements were charged at cost-per-thousand impressions or Cost per mille (CPM). Overture has filed a patent infringement lawsuit against Google, saying the rival search service overstepped its bounds with its ad-placement tools.[13]
Large web pages are far less likely to be relevant to your query than smaller pages. For the sake of efficiency, Google searches only the first 101 kilobytes (approximately 17,000 words) of a web page and the first 120 kilobytes of a pdf file. Assuming 15 words per line and 50 lines per page, Google searches the first 22 pages of a web page and the first 26 pages of a pdf file. If a page is larger, Google will list the page as being 101 kilobytes or 120 kilobytes for a pdf file. This means that Google’s results won’t reference any part of a web page beyond its first 101 kilobytes or any part of a pdf file beyond the first 120 kilobytes.

Search Results: Ordered by relevance to your query, with the result that Google considers the most relevant listed first. Consequently you are likely to find what you’re seeking quickly by looking at the results in the order in which they appear. Google assesses relevance by considering over a hundred factors, including how many other pages link to the page, the positions of the search terms within the page, and the proximity of the search terms to one another.
Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.
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.
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The maximum PageRank in a site equals the number of pages in the site * 1. The maximum is increased by inbound links from other sites and decreased by outbound links to other sites. We are talking about the overall PageRank in the site and not the PageRank of any individual page. You don’t have to take my word for it. You can reach the same conclusion by using a pencil and paper and the equation.


Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,[6] e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.[7] In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.

It’s good to know how you rank both nationally and locally for keywords, but it’s undoubtedly more helpful to get actionable data and insights on how to improve. Moz Pro offers strategic advice on ranking higher, a major benefit to the tool. It also crawls your own site code to find technical issues, which will help search engines understand your site and help you rank higher.
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.

[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.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
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.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized, but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.
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