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]
Every SERP is unique, even for search queries performed on the same search engine using the same keywords or search queries. This is because virtually all search engines customize the experience for their users by presenting results based on a wide range of factors beyond their search terms, such as the user’s physical location, browsing history, and social settings. Two SERPs may appear identical, and contain many of the same results, but will often feature subtle differences.

SEO is also about making your search engine result relevant to the user's search query so more people click the result when it is shown in search. In this process, snippets of text and meta data are optimized to ensure your snippet of information is appealing in the context of the search query to obtain a high CTR (click through rate) from search results.
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.
When it comes to organic search strategies (SEO), search has evolved beyond just keywords. Local businesses need to realize that search ranking reports that focus on keyword rankings aren’t properly measured by today’s search standards. It’s logical to think that a first-page ranking for important keywords would translate into traffic to your website, but it’s not exactly correct. Semantic search is the new name of the game with search engines.
Among PPC providers, Google AdWords, Microsoft adCenter and Yahoo! Search Marketing had been the three largest network operators, all three operating under a bid-based model.[1] For example, in the year 2014, PPC(Adwords) or online advertising attributed approximately $45 billion USD of the total $66 billion USD of Google's annual revenue[16] In 2010, Yahoo and Microsoft launched their combined effort against Google, and Microsoft's Bing began to be the search engine that Yahoo used to provide its search results.[17] Since they joined forces, their PPC platform was renamed AdCenter. Their combined network of third party sites that allow AdCenter ads to populate banner and text ads on their site is called BingAds.[18]
If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: What is Digital Marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle:

Now that you have a sense of the different SERP features, you’re probably wondering how you can rank higher in SERP … and, ideally, how you can capture a feature like local SERP or universal results. Here are some of our favorite tools to help you evaluate your current standing in SERP, compare keyword ranking to competitors, and ultimately figure out how to rank higher:

The overall rule of thumb? Focus, focus, focus. Organic search engine optimization is a PR-based, long-term attempt to grow your brand and image. Pay per click advertising, however, should be handled like any other form of paid advertising: proactively, and with a clear, quantifiable short- or medium-term goal in mind. In other words: concentrate on conversions, not just clicks.

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.


(function(){"use strict";function s(e){return"function"==typeof e||"object"==typeof e&&null!==e}function a(e){return"function"==typeof e}function u(e){X=e}function l(e){G=e}function c(){return function(){r.nextTick(p)}}function f(){var e=0,n=new ne(p),t=document.createTextNode("");return n.observe(t,{characterData:!0}),function(){t.data=e=++e%2}}function d(){var e=new MessageChannel;return e.port1.onmessage=p,function(){e.port2.postMessage(0)}}function h(){return function(){setTimeout(p,1)}}function p(){for(var e=0;et.length)&&(n=t.length),n-=e.length;var r=t.indexOf(e,n);return-1!==r&&r===n}),String.prototype.startsWith||(String.prototype.startsWith=function(e,n){return n=n||0,this.substr(n,e.length)===e}),String.prototype.trim||(String.prototype.trim=function(){return this.replace(/^[\s\uFEFF\xA0]+|[\s\uFEFF\xA0]+$/g,"")}),String.prototype.includes||(String.prototype.includes=function(e,n){"use strict";return"number"!=typeof n&&(n=0),!(n+e.length>this.length)&&-1!==this.indexOf(e,n)})},"./shared/require-global.js":function(e,n,t){e.exports=t("./shared/require-shim.js")},"./shared/require-shim.js":function(e,n,t){var r=t("./shared/errors.js"),i=(this.window,!1),o=null,s=null,a=new Promise(function(e,n){o=e,s=n}),u=function(e){if(!u.hasModule(e)){var n=new Error('Cannot find module "'+e+'"');throw n.code="MODULE_NOT_FOUND",n}return t("./"+e+".js")};u.loadChunk=function(e){return a.then(function(){return"main"==e?t.e("main").then(function(e){t("./main.js")}.bind(null,t))["catch"](t.oe):"dev"==e?Promise.all([t.e("main"),t.e("dev")]).then(function(e){t("./shared/dev.js")}.bind(null,t))["catch"](t.oe):"internal"==e?Promise.all([t.e("main"),t.e("internal"),t.e("qtext2"),t.e("dev")]).then(function(e){t("./internal.js")}.bind(null,t))["catch"](t.oe):"ads_manager"==e?Promise.all([t.e("main"),t.e("ads_manager")]).then(function(e){undefined,undefined,undefined,undefined,undefined,undefined,undefined,undefined,undefined,undefined,undefined}.bind(null,t))["catch"](t.oe):"publisher_dashboard"==e?t.e("publisher_dashboard").then(function(e){undefined,undefined}.bind(null,t))["catch"](t.oe):"content_widgets"==e?Promise.all([t.e("main"),t.e("content_widgets")]).then(function(e){t("./content_widgets.iframe.js")}.bind(null,t))["catch"](t.oe):void 0})},u.whenReady=function(e,n){Promise.all(window.webpackChunks.map(function(e){return u.loadChunk(e)})).then(function(){n()})},u.installPageProperties=function(e,n){window.Q.settings=e,window.Q.gating=n,i=!0,o()},u.assertPagePropertiesInstalled=function(){i||(s(),r.logJsError("installPageProperties","The install page properties promise was rejected in require-shim."))},u.prefetchAll=function(){t("./settings.js");Promise.all([t.e("main"),t.e("qtext2")]).then(function(){}.bind(null,t))["catch"](t.oe)},u.hasModule=function(e){return!!window.NODE_JS||t.m.hasOwnProperty("./"+e+".js")},u.execAll=function(){var e=Object.keys(t.m);try{for(var n=0;n=c?n():document.fonts.load(l(o,'"'+o.family+'"'),a).then(function(n){1<=n.length?e():setTimeout(t,25)},function(){n()})}t()});var w=new Promise(function(e,n){u=setTimeout(n,c)});Promise.race([w,m]).then(function(){clearTimeout(u),e(o)},function(){n(o)})}else t(function(){function t(){var n;(n=-1!=y&&-1!=v||-1!=y&&-1!=g||-1!=v&&-1!=g)&&((n=y!=v&&y!=g&&v!=g)||(null===f&&(n=/AppleWebKit\/([0-9]+)(?:\.([0-9]+))/.exec(window.navigator.userAgent),f=!!n&&(536>parseInt(n[1],10)||536===parseInt(n[1],10)&&11>=parseInt(n[2],10))),n=f&&(y==b&&v==b&&g==b||y==x&&v==x&&g==x||y==j&&v==j&&g==j)),n=!n),n&&(null!==_.parentNode&&_.parentNode.removeChild(_),clearTimeout(u),e(o))}function d(){if((new Date).getTime()-h>=c)null!==_.parentNode&&_.parentNode.removeChild(_),n(o);else{var e=document.hidden;!0!==e&&void 0!==e||(y=p.a.offsetWidth,v=m.a.offsetWidth,g=w.a.offsetWidth,t()),u=setTimeout(d,50)}}var p=new r(a),m=new r(a),w=new r(a),y=-1,v=-1,g=-1,b=-1,x=-1,j=-1,_=document.createElement("div");_.dir="ltr",i(p,l(o,"sans-serif")),i(m,l(o,"serif")),i(w,l(o,"monospace")),_.appendChild(p.a),_.appendChild(m.a),_.appendChild(w.a),document.body.appendChild(_),b=p.a.offsetWidth,x=m.a.offsetWidth,j=w.a.offsetWidth,d(),s(p,function(e){y=e,t()}),i(p,l(o,'"'+o.family+'",sans-serif')),s(m,function(e){v=e,t()}),i(m,l(o,'"'+o.family+'",serif')),s(w,function(e){g=e,t()}),i(w,l(o,'"'+o.family+'",monospace'))})})},void 0!==e?e.exports=a:(window.FontFaceObserver=a,window.FontFaceObserver.prototype.load=a.prototype.load)}()},"./third_party/tracekit.js":function(e,n){/**
PageRank as a visible score has been dying a slow death since around 2010, I’d say. Pulling it from the Google Toolbar makes it official, puts the final nail in the visible PageRank score coffin. The few actually viewing it within Internet Explorer, itself a depreciated browser, aren’t many. The real impact in dropping it from the toolbar means that third parties can no longer find ways to pull those scores automatically.
Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[18]
There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand.[25] It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.
Image ads are the more traditional Display ads, since they are unique to this network. You can upload your own image ads through either the interface or AdWords Editor. Note there are variety of images sizes that can be utilized across the Google Display Network. Confirm file size and image resolution prior to upload in order to ensure no errors exist.
Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
×