With this, appearing in Google’s local pack is now more important than ever. In 2014, Mediative conducted an eye-tracking research studying where users look on Google’s SERP. The study showed that users often focus their attention near the top of the page, on the local search results, and the first organic search result. In addition to this, several studies have concluded that organic search listings receive more than 90% of the clicks, with users favoring local search results the most.

“When we came to Brick Marketing initially, we had a small subset of challenges we didn’t have the bandwidth to tackle in house. Our idea was simply to send out the work and be done with it. A one-shot deal. What we found mid way into the first project, was that Nick Stamoulis and Brick Marketing had a depth of understanding and approach to solving our Search Engine Marketing problems that we had not considered; solutions that dramatically improved our search engine ranking position on terms and improved the overall size of our index listing (by more than 25% in the first two months). In short order we expanded our horizons and enlisted his talents to take on refining and improving ROI on our rather expensive Pay Per Click campaigns, as well as having him consult on microsite projects and blogs. Nick Stamoulis of Brick Marketing helped us understand what works and why, and helping us maintain our dominant position in the SERPs, despite the markets constant resetting and ever-changing drama. I could not have gotten through this year without Brick Marketing’s assistance and advice. I couldn’t give a stronger recommendation; they are simply great!”
Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[47]
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The default page of Google’s search result is a page on which different results appear. Google decides which results fit your search query best. That could be ‘normal’ results, but also news results, shopping results or images. If you’re searching for information, a knowledge graph could turn up. When you’re searching to buy something online, you’ll probably get lots of shopping results on the default result page.
2. Domain authority and page authority. Next, you should learn about domain authority and page authority, and how they predict your site’s search rankings. Here’s the basic idea; your site’s domain authority is a proprietary score, provided by Moz, of how “trustworthy” your domain is. It’s calculated based on the quantity and quality of inbound links to your website. The higher it is, the higher all your pages across your domain are likely to rank in organic search results. Page authority is very similar, but page-specific, and you can use it to engineer a link architecture that strategically favors some of your pages over others. Authority depends on the authority and volume of inbound links.
Well, something similar happened with PageRank, a brilliant child of Google founders Larry Page (who gave his name to the child and played off the concept of a web-page) and Sergey Brin. It helped Google to become the search giant that dictates the rules for everybody else, and at the same time it created an array of complicated situations that at some point got out of hand.

7. Keyword research. Specific target keywords aren’t as important for SEO success as they used to be, now that Google search is fueled by semantic and contextual understanding, but you should still be able to identify both head keyword (short, high-volume keywords) and long-tail keyword (longer, conversational, low-volume keywords) targets to guide the direction of your campaign.


Google’s SERPs can show various elements: the search results themselves (so-called snippets), a knowledge graph, a featured snippet, an answer box, images, shopping results and more. Depending on the type of query and the data Google finds, some of these elements will show up. You can add data to your page, so Google can show a ‘rich’ snippet, providing more information about your product or recipe, for instance.
PageRank was once available for the verified site maintainers through the Google Webmaster Tools interface. However, on October 15, 2009, a Google employee confirmed that the company had removed PageRank from its Webmaster Tools section, saying that "We've been telling people for a long time that they shouldn't focus on PageRank so much. Many site owners seem to think it's the most important metric for them to track, which is simply not true."[65] In addition, The PageRank indicator is not available in Google's own Chrome browser.
[42] Matteo Pasquinelli reckons the basis for the belief that PageRank has a social component lies in the idea of attention economy. With attention economy, value is placed on products that receive a greater amount of human attention and the results at the top of the PageRank garner a larger amount of focus then those on subsequent pages. The outcomes with the higher PageRank will therefore enter the human consciousness to a larger extent. These ideas can influence decision-making and the actions of the viewer have a direct relation to the PageRank. They possess a higher potential to attract a user’s attention as their location increases the attention economy attached to the site. With this location they can receive more traffic and their online marketplace will have more purchases. The PageRank of these sites allow them to be trusted and they are able to parlay this trust into increased business.
And finally, the other really important bucket is authority. Google wants to show sites that are popular. If they can show the most popular t-shirt seller to people looking to buy t-shirts online, that’s the site they want to show. So you have to convince Google - send them signals that your site is the most popular site for the kind of t-shirts that you sell. Fill this bucket by building a fan base. Build a social network, get people to link to you, get people to share your t-shirt pages on their social network saying ‘I want this!’, get people to comment, leave testimonials, show pictures of themselves wearing the product or using the product, Create a fan-base and then rally them to link to you and talk about you. That’s how you prove to Google that you are trustworthy and authoritative.
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:
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[42]

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.

The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.

We'll confirm that your website and pages will be correctly indexed by search engine spiders. This includes a thorough analysis using our tools to identify broken links, canonical errors, index bloat, robots.txt file, xml sitemap, bad links and other search engine spider roadblocks. In addition, we provide guidance about SEO improvements that can be made to your site’s internal linking structure and URL structure that will build your site’s authority.
Digital marketing is the use of the internet, mobile devices, social media, search engines, display advertising and other channels to reach consumers. As a subset of traditional marketing, digital marketing goes beyond the internet to include Short Message Service (SMS), Simple Notification Service (SNS), search engine optimization (SEO), electronic or interactive billboards and other online ads (such as banner ads) to promote products and services. Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing.
“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.

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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.
There is one thing wrong with this model. The new pages are orphans. They wouldn’t get into Google’s index, so they wouldn’t add any PageRank to the site and they wouldn’t pass any PageRank to page A. They each need to be linked to from at least one other page. If page A is the important page, the best page to put the links on is, surprisingly, page A [view]. You can play around with the links but, from page A’s point of view, there isn’t a better place for them.

Now, how much weight does PageRank carry? Like most every other part of the algorithm, it’s questionable. If we listed all the ranking factors, I don’t suspect it would be in the top 5, but it’s important to remember that the key to ranking well is to be the LESS IMPERFECT than your competition. IE: To have more of the right things that send the right signals in the right places so that Google sees you as a better, more relevant, candidate for the top three on page one. If you and your competitor both have optimized (on-page and technically) for the same keyword phrase perfectly, PR could be the deal breaker that pushes your blue link an inch up.
It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.
This shows the number of pages indexed by Google that match your keyword search. If your search is very general (such as “tulips”) you will get more pages of results than if you type something very specific. Of course, probably no one in the history of the Internet has ever paged through these to see the last page of results when there are thousands of pages of results. Most users stick to the first page of results, which is why your goal as a search engine optimizer should be to get on the first page of results. If users aren’t finding what they are looking for, instead of continuing to page through dozens of SERPs, they are more likely to refine their search phrase to make it more specific or better match their intention.
The process of harvesting search engine result pages data is usually called "search engine scraping" or in a general form "web crawling" and generates the data SEO related companies need to evaluate website competitive organic and sponsored rankings. This data can be used to track the position of websites and show the effectiveness of SEO as well as keywords that may need more SEO investment to rank higher.
This shows the number of pages indexed by Google that match your keyword search. If your search is very general (such as “tulips”) you will get more pages of results than if you type something very specific. Of course, probably no one in the history of the Internet has ever paged through these to see the last page of results when there are thousands of pages of results. Most users stick to the first page of results, which is why your goal as a search engine optimizer should be to get on the first page of results. If users aren’t finding what they are looking for, instead of continuing to page through dozens of SERPs, they are more likely to refine their search phrase to make it more specific or better match their intention.
In an effort to manually control the flow of PageRank among pages within a website, many webmasters practice what is known as PageRank Sculpting[63]—which is the act of strategically placing the nofollow attribute on certain internal links of a website in order to funnel PageRank towards those pages the webmaster deemed most important. This tactic has been used since the inception of the nofollow attribute, but may no longer be effective since Google announced that blocking PageRank transfer with nofollow does not redirect that PageRank to other links.[64]
Your ads will display based on the criteria set on each platform. On Google AdWords, your ad will appear based on keywords, interest targeting, and bid price. On Facebook, your ads will appear based on demographics, interests, audience reach, geographic area, and bid price. PPC bids allow you to set the cost you are willing to pay for an ad to display on a given page. If your competitors fail to meet or exceed your bid, then you will receive the ad placement until your daily budget has been spent.
SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[49] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[50]
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