Google wasn’t happy with the Pandora’s Box it had opened. It began to fight back, with its most famous action against a network known as SearchKing, penalizing the site and some of those in the network with PageRank score reductions or actual removal from Google. SearchKing sued Google. Google won, a judge ruling that its search results were entitled to First Amendment protection as opinions.


To answer the question 'What is digital marketing?', we have put together this new visual definition summarizing all the activities that form digital marketing that needs to be managed across the Smart Insights RACE Planning framework. It's used in the new, 6th edition of Dave's Digital Marketing book. We explain best practices for all of these in our Digital Marketing Elearning course.  The infographic is divided into activities to develop and manage digital strategy at the top to the marketing activities at the bottom.
There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases, the advertiser must consider the potential value of a click from a given source. This value is based on the type of individual the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually revenue, both in the short term as well as in the long term. As with other forms of advertising targeting is key, and factors that often play into PPC campaigns include the target's interest (often defined by a search term they have entered into a search engine, or the content of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time that they are browsing.

Due to the huge number of items that are available or related to the query there usually are several pages in response to a single search query as the search engine or the user's preferences restrict viewing to a subset of results per page. Each succeeding page will tend to have lower ranking or lower relevancy results. Just like the world of traditional print media and its advertising, this enables competitive pricing for page real estate, but compounded by the dynamics of consumer expectations and intent— unlike static print media where the content and the advertising on every page is the same all of the time for all viewers, despite such hard copy being localized to some degree, usually geographic, like state, metro-area, city, or neighborhoods.


Again, the concept is that pages cast votes for other pages. Nothing is said in the original document about pages casting votes for themselves. The idea seems to be against the concept and, also, it would be another way to manipulate the results. So, for those reasons, it is reasonable to assume that a page can’t vote for itself, and that such links are not counted.
When calculating PageRank, pages with no outbound links are assumed to link out to all other pages in the collection. Their PageRank scores are therefore divided evenly among all other pages. In other words, to be fair with pages that are not sinks, these random transitions are added to all nodes in the Web, with a residual probability usually set to d = 0.85, estimated from the frequency that an average surfer uses his or her browser's bookmark feature.
To show an ad in PPC or Paid Search results, marketers create ads and then bid on specific search phrases for which to show them. These pay per click ads will then appear above and below the non-paid organic search results, and you’ll pay the search engine a small fee every time a user clicks on your ad, regardless of the total number of times the ad was shown.
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).

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.


Paid-for links and ads on your site MUST have a nofollow attribute (see Google’s policy on nofollow). If you have paid links that are left followed, the search engines might suspect you are trying to manipulate search results and slap your site with a ranking penalty. Google’s Penguin algorithm eats manipulative paid links for lunch, so stay off the menu by adding nofollow attributes where applicable.
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.
There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases, the advertiser must consider the potential value of a click from a given source. This value is based on the type of individual the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually revenue, both in the short term as well as in the long term. As with other forms of advertising targeting is key, and factors that often play into PPC campaigns include the target's interest (often defined by a search term they have entered into a search engine, or the content of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time that they are browsing.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[42] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[42] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[42] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[44]
So, although adding new pages does increase the total PageRank within the site, some of the site’s pages will lose PageRank as a result. The answer is to link new pages is such a way within the site that the important pages don’t suffer, or add sufficient new pages to make up for the effect (that can sometimes mean adding a large number of new pages), or better still, get some more inbound links.

For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.
Suppose instead that page B had a link to pages C and A, page C had a link to page A, and page D had links to all three pages. Thus, upon the first iteration, page B would transfer half of its existing value, or 0.125, to page A and the other half, or 0.125, to page C. Page C would transfer all of its existing value, 0.25, to the only page it links to, A. Since D had three outbound links, it would transfer one third of its existing value, or approximately 0.083, to A. At the completion of this iteration, page A will have a PageRank of approximately 0.458.

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]
Nearly all PPC engines allow you to split-test, but ensure that your ad variations will be displayed at random so they generate meaningful data. Some PPC platforms use predictive algorithms to display the ad variation that's most likely to be successful, but this diminishes the integrity of your split-test data. You can find instructions on how to ensure that your ad versions are displayed randomly in your PPC engine's help section.
SEO.com will work with you now and throughout the future to provide all the online marketing services you may need to keep growing your business competitively. Since we offer a complete, compatible array of web related services you won’t need to hire, herd, or manage random outside or foreign firms, and take the risk mixing them in with your projects.
So if you think about it, SEO is really just a process of proving to search engines that you are the best site, the most authoritative, the most trusted, the most unique and interesting site that they can offer to their customer - the searcher. Get people to talk about you, produce good quality content, get people to link to you, and Google will be more confident that you are the best result that they can offer to their searchers, and that’s when you will start ranking on the first page of Google.
With the majority of searches now being conducted on mobile devices, mobile optimization is a must-have and has become a scoring signal by Google, in fact your rankings could suffer if your business doesn't have a mobile website, or isn't mobile friendly. All our plans include recommendations on how to make your website mobile friendly, and in some cases we'll even create a mobile friendly version of your website for you!

Once consumers can access this content, they want to engage with something that fits their needs and is sensory and interactive — from the early popularity of web portals to the spread of online video, to the next generation virtual realities. Their digital desires are marked by a thirst for content. The old media adage that “content is king" is correct. There is no question that the desire to engage with content is a key driver of customer behavior.
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.
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