Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
PageRank was developed by Google founders Larry Page and Sergey Brin at Stanford. In fact the name. PageRank is a likely play on Larry Page's name. At the time that Page and Brin met, early search engines typically linked to pages that had the highest keyword density, which meant people could game the system by repeating the same phrase over and over to attract higher search page results. Sometimes web designers would even put hidden text on pages to repeat phrases. 
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM), is practice of designing, running, and optimizing search engine ad campaigns.[55] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to PageRank visibility as most navigate to the primary listings of their search.[56] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[57] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[58] which now shows a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops as shown in by StatCounter in October 2016 where they analysed 2.5 million websites and 51.3% of the pages were loaded by a mobile device [59]. Google has been one of the companies that have utilised the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.
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]
“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”
Notice that the description of the game is suspiciously similar to copy written by a marketing department. “Mario’s off on his biggest adventure ever, and this time he has brought a friend.” That is not the language that searchers write queries in, and it is not the type of message that is likely to answer a searcher's query. Compare this to the first sentence of the Wikipedia example: “Super Mario World is a platform game developed and published by Nintendo as a pack–in launch title for the Super Nintendo Entertainment System.”. In the poorly optimized example, all that is established by the first sentence is that someone or something called Mario is on an adventure that is bigger than his or her previous adventure (how do you quantify that?) and he or she is accompanied by an unnamed friend.
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.
Going back to our bicycle shop example: At this point, we’re ready to cancel our PPC account and never look back. But we dig a bit deeper, and notice that customers acquired from our PPC campaign spend another $800 each, per year, on higher-margin items that deliver an average profit of $200 per sale – we’re getting loyal, long-term business. That changes the picture significantly:
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. less more
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.
Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. For example, for a typical search query, the number one result will receive 40-60% of the total traffic for that query, with the number two and three results receiving significantly less traffic. Only 2-3% of users click beyond the first page of search results.
9. Troubleshooting and adjustment. In your first few years as a search optimizer, you’ll almost certainly run into the same problems and challenges everyone else does; your rankings will plateau, you’ll find duplicate content on your site, and you’ll probably see significant ranking volatility. You’ll need to know how to diagnose and address these problems if you don’t want them to bring down the effectiveness of your campaign.
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.
Jump up ^ D. Banky and G. Ivan and V. Grolmusz (2013). "Equal opportunity for low-degree network nodes: a PageRank-based method for protein target identification in metabolic graphs". PLOS ONE. Vol. 8, No. 1. e54204. 8 (1): 405–7. Bibcode:2013PLoSO...854204B. doi:10.1371/journal.pone.0054204. PMC 3558500. PMID 23382878. Archived from the original on 2014-02-09.
To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.

One of the consequences of the PageRank algorithm and its further manipulation has been the situation when backlinks (as well as link-building) have been usually considered black-hat SEO. Thus, not only Google has been combating the consequences of its own child's tricks, but also mega-sites, like Wikipedia, The Next Web, Forbes, and many others who automatically nofollow all the outgoing links. It means fewer and fewer PageRank votes. What is then going to help search engines rank pages in terms of their safety and relevance?
“From the beginning, our new company, AA Global Printing, has provided a superior global service, backed by a solid operations team. What we didn’t have were marketing resources to support the growth of our client base and to build a strong online presence. Fortunately, Brick Marketing has given us a structured website development process/solution and a cost effective “answer” to creating a viable web presence. Moreover, our account rep has been a professional and knowledgeable resource at every turn. Thanks to Nick Stamoulis and the Brick Marketing team, AA Global Printing is marketing with all the right tools ranging from SEO, strong content, a weekly blog, and easy site navigation for our visitors.”
The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.

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.

One thing to bear in mind is that the results we get from the calculations are proportions. The figures must then be set against a scale (known only to Google) to arrive at each page’s actual PageRank. Even so, we can use the calculations to channel the PageRank within a site around its pages so that certain pages receive a higher proportion of it than others.
Game advertising - In-Game advertising is defined as "inclusion of products or brands within a digital game."[50] The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in their advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent of how enjoyable the game is will determine how the brand is perceived, meaning if the game isn’t very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm"[50] is an important as it results in a more clarity about the brand/product and creates a larger overall effect.
SERPs typically contain two types of content – “organic” results and paid results. Organic results are listings of web pages that appear as a result of the search engine’s algorithm (more on this shortly). Search engine optimization professionals, commonly known as SEOs, specialize in optimizing web content and websites to rank more highly in organic search results.
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.
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.
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.)
However, the SERP of major search engines, like Google, Yahoo!, and Bing, may include many different types of enhanced results (organic search and sponsored) such as rich snippets, images, maps, definitions, answer boxes, videos or suggested search refinements. A recent study revealed that 97% of queries in Google returned at least one rich feature.[2]
A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.[60]
This guide gives you a great start in the world of PPC. It touches on everything you’ll need to start or get into soon after launching your PPC accounts. However, the unofficial motto of the PPC world is “always be testing.” Make sure that you test different features and strategies for your account. Every account is unique, and will have its own reactions to different features and strategies. Of course common practices exist because they’re considered to work the best for most accounts, but you’ll never know until you test.
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Mathematical PageRanks for a simple network, expressed as percentages. (Google uses a logarithmic scale.) Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value. If web surfers who start on a random page have an 85% likelihood of choosing a random link from the page they are currently visiting, and a 15% likelihood of jumping to a page chosen at random from the entire web, they will reach Page E 8.1% of the time. (The 15% likelihood of jumping to an arbitrary page corresponds to a damping factor of 85%.) Without damping, all web surfers would eventually end up on Pages A, B, or C, and all other pages would have PageRank zero. In the presence of damping, Page A effectively links to all pages in the web, even though it has no outgoing links of its own.
A rich snippet contains more information than a normal snippet does, including pictures, reviews, or customer ratings. You can recognize a rich snippet as any organic search result that provides more information than the title of the page, the URL, and the metadescription. Site operators can add structured data markup to their HTML to help search engines understand their website and optimize for a rich snippet. The Starbucks app, for example, includes customer ratings and pricing within the search description.
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing.[2] As digital platforms are increasingly incorporated into marketing plans and everyday life,[3] and as people use digital devices instead of visiting physical shops,[4][5] digital marketing campaigns are becoming more prevalent and efficient.
Enhanced CPC – A bidding feature where your max bid is spontaneously raised for you if Google believes that the click will convert. Your maximum bid using this bid strategy can be up to 30% higher when your ad is competing for a spot on the SERP. If Google does not think that your ad will convert then your bid is decreased in the auction. The last part of the Enhanced CPC bidding feature is that your bid will stay at or below the maximum bid you set for certain auctions. Google’s algorithms evaluate the data and adjust bids.
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.
Hi, Google AdWords is the one and only platform where you can add your business for advertisement. But now its change into google ads which is easier to understand for new persons that what is it. To become master of advertising you need to know the basics of it and in this post, both things are included basic and advance…Thanks for sharing this post with us…
Informational searches are those in which the user hopes to find information on a given topic, such as Abraham Lincoln. It wouldn’t make much sense to place ads or other types of paid results on a SERP like this, as the search query “Abraham Lincoln” has very low commercial intent; the vast majority of searchers using this search query are not looking to buy something, and as such only informational results are displayed on the SERP.
The search engine results page (SERP) is the actual result returned by a search engine in response to a keyword query. The SERP consists of a list of links to web pages with associated text snippets. The SERP rank of a web page refers to the placement of the corresponding link on the SERP, where higher placement means higher SERP rank. The SERP rank of a web page is a function not only of its PageRank, but of a relatively large and continuously adjusted set of factors (over 200).[33] Search engine optimization (SEO) is aimed at influencing the SERP rank for a website or a set of web pages.
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.
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[42] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[42]

These are paid advertisements via Google AdWords. You can differentiate these from organic (non-paid, earned) results because of the tiny yellow “ad” icon. Normally, you will also see paid ads at the top of the SERP as well. In this book, we are only talking about SEO for organic search results, not advertising through search engines. But it is important to understand the difference as a user, and as a search engine optimizer, as they can both be valuable.

Great article and writing in general. My company just published a 5,000 word Keyword targeting best practices guide for PPC and SEO, and we linked to your article “10 Reasons You Should Use Google Trends for More Than Just Keyword Research”. http://vabulous.com/keyword-research-targeting-for-ppc-and-seo-guide/ I would love if you checked it out and possibly shared it if you like it.

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.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
From an SEO perspective, there is no difference between the best and worst content on the Internet if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think. A few examples of this include: AJAX-powered image slide shows, content only accessible after logging in, and content that can't be reproduced or shared. Content that doesn't supply a demand or is not linkable is bad in the eyes of the search engines—and most likely some people, too.
Over the years, the composition of search engine results pages have changed dramatically. Most recently, the world’s number one search engine, Google, removed ads from it’s “right rail” on desktop search, and moved these ads where organic search engine results used to live. This new SERP layout now pushes organic search results well below the visible page fold on desktop, leaving only the Ad blocks and local pack visible to the searcher.
To maximize success and achieve scale, automated bid management systems can be deployed. These systems can be used directly by the advertiser, though they are more commonly used by advertising agencies that offer PPC bid management as a service. These tools generally allow for bid management at scale, with thousands or even millions of PPC bids controlled by a highly automated system. The system generally sets each bid based on the goal that has been set for it, such as maximize profit, maximize traffic, get the very targeted customer at break even, and so forth. The system is usually tied into the advertiser's website and fed the results of each click, which then allows it to set bids. The effectiveness of these systems is directly related to the quality and quantity of the performance data that they have to work with — low-traffic ads can lead to a scarcity of data problem that renders many bid management tools useless at worst, or inefficient at best.
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.
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