In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. In many cases the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their website or network. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher PPC than content that attracts less valuable visitors. However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or high-value contract.
In order to provide the best possible search experience for its users, Google continues to push for better local content from businesses. Regardless of future algorithm updates from Google, investing in high quality and locally relevant content will help businesses compete in the local pack and rank higher on search engine results pages. To learn more about Google’s recent removal of right rail ads, check out our whitepaper: Goodbye Right Rail: What Google Paid Search Changes Mean for Local Marketers.

And if you really want to know what are the most important, relevant pages to get links from, forget PageRank. Think search rank. Search for the words you’d like to rank for. See what pages come up tops in Google. Those are the most important and relevant pages you want to seek links from. That’s because Google is explicitly telling you that on the topic you searched for, these are the best.
“Dangling links are simply links that point to any page with no outgoing links. They affect the model because it is not clear where their weight should be distributed, and there are a large number of them. Often these dangling links are simply pages that we have not downloaded yet……….Because dangling links do not affect the ranking of any other page directly, we simply remove them from the system until all the PageRanks are calculated. After all the PageRanks are calculated they can be added back in without affecting things significantly.”

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.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.
Customer demand for online services may be underestimated if you haven"t researched this. Perhaps, more importantly, you won't understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google's Keyword planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.
Example: Go to my UK Holidays and UK Holiday Accommodation site – how’s that for a nice piece of link text ;). Notice that the url in the browser’s address bar contains “www.”. If you have the Google Toolbar installed, you will see that the page has PR5. Now remove the “www.” part of the url and get the page again. This time it has PR1, and yet they are the same page. Actually, the PageRank is for the unseen frameset page.
Every time a search is initiated, Google digs into the pool of bidding AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad text, as well as the size of their keyword bids. For example, if WordStream bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Did you know 73 percent of consumers report decreased confidence in a brand if that brand’s name, address and phone (NAP) aren’t correct across directories, websites and maps applications? If that doesn't scare you enough into wanting to keep your listings updated across directories such as YP.com and Yelp, did you also know search engines also lose confidence in your business if your local listings aren’t consistent? You need to ensure your local business is listed, but you also need to monitor your listings across the web for accuracy and immediately submit a correction when it becomes outdated — and it will become outdated due to the barrage of data sources and signals used to keep listings "accurate."


Larry Page and Sergey Brin developed PageRank at Stanford University in 1996 as part of a research project about a new kind of search engine.[11] Sergey Brin had the idea that information on the web could be ordered in a hierarchy by "link popularity": a page ranks higher as there are more links to it.[12] Rajeev Motwani and Terry Winograd co-authored with Page and Brin the first paper about the project, describing PageRank and the initial prototype of the Google search engine, published in 1998:[5] shortly after, Page and Brin founded Google Inc., the company behind the Google search engine. While just one of many factors that determine the ranking of Google search results, PageRank continues to provide the basis for all of Google's web-search tools.[13]

It is clear that something new should emerge to cover that unfollow emptiness. Here and there it is believed that some search engines may use so-called implied links to rank the page. Implied links are, for example, references to your brand. They usually come with a tone: positive, neutral, or negative. The tone defines the reputation of your site. This reputation serves as a ranking signal to search engines.
61. References and Sources: Citing references and sources, like research papers do, may be a sign of quality. The Google Quality Guidelines states that reviewers should keep an eye out for sources when looking at certain pages: “This is a topic where expertise and/or authoritative sources are important…”. However, Google has denied that they use external links as a ranking signal.
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]
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.
More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
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.
This definition emphasizes the focus of marketing on the customer while at the same time implying a need to link to other business operations to achieve this profitability. Yet, it's a weak definition in relation to digital marketing since it doesn't emphasize communications which are so important to digital marketing. In Digital Marketing Excellence my co-author, PR Smith and I note that digital marketing can be used to support these aims as follows:
Winning a Related Question might resulted in a small CTR bump. However Related Questions are also useful as a method of finding Featured Snippet keyword opportunities related to your existing keywords. If you find Related Questions on a SERP, try tracking the question as a keyword in itself. Most of the time that keyword will have a Featured Snippet which you can win.
Let’s assume that it is a logarithmic, base 10 scale, and that it takes 10 properly linked new pages to move a site’s important page up 1 toolbar point. It will take 100 new pages to move it up another point, 1000 new pages to move it up one more, 10,000 to the next, and so on. That’s why moving up at the lower end is much easier that at the higher end.

Again, all of these ad spots are sold in an auction. To show your own ad here, you would bid the maximum amount you’re willing to pay for a click on your ad. Bid the most in that auction and you have a chance of ranking number 1 in these sponsored or paid results. Note that we said a chance. There’s also something called quality score that can impact your ranking. More on that in a minute.


Page Structure - The third core component of SEO is page structure. Because web pages are written in HTML, how the HTML code is structured can impact a search engine’s ability to evaluate a page. Including relevant keywords in the title, URL, and headers of the page and making sure that a site is crawlable are actions that site owners can take to improve the SEO of their site.
In the 1990s, the term Digital Marketing was first coined,[10]. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant part of marketing technology.[citation needed] Fierce competition forced vendors to include more service into their softwares, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM softwares after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad [11].
The mathematics of PageRank are entirely general and apply to any graph or network in any domain. Thus, PageRank is now regularly used in bibliometrics, social and information network analysis, and for link prediction and recommendation. It's even used for systems analysis of road networks, as well as biology, chemistry, neuroscience, and physics.[43]
This blog post is organized into a three-part strategy series that will outline what it takes to spend marketing dollars intelligently on your Pay Per Click (PPC) channel. In preparing for this series, I sought out the business acumen of successful entrepreneurs (both real and fictional) and chose to follow Tony Montana’s infamous and proven three-step approach:
“I had worked with at least three other SEO companies before I was introduced to Brick Marketing. But when I met Nick Stamoulis at Brick Marketing, I knew that I was working with an honest and reputable company that would guide me through the world of SEO. In the six months since working with Brick Marketing, our goal for better presence on the internet has been achieved!”
Enhanced content such as images, videos, and product lists is another key part of SEO and can also help businesses rank higher on the SERP. Search engines are wary of local listings that are not rich with details about a business and favor results that are reliable, accurate, and consistent, and oftentimes this includes listings that include a lot of enhanced content.

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]


Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.

Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web. In 2014, over 2.5 trillion searches were conducted worldwide across search engines such as Google, Bing, Yahoo, Baidu, and Yandex. For most websites, traffic that comes from search engines (known as "natural" or "organic" traffic) accounts for a large portion of their total traffic.

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.
Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[24]
In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn't need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives within our RACE planning framework. We recommend creating a lean digital plan based on our 90-day planning templates to implement your digital plan rapidly to gain traction. You can learn more in our free download.
Remarketing: A platform like Google AdWords often allows you the ability to create audiences of users who have already visited your website. You can create and target these audiences with tailored ads, including image and video ads. If you want to get users who have visited but haven’t bought from you to come back and make a purchase, remarketing can be a cost-effective tactic to increase bottom line. If you’re not running remarketing as part of your digital marketing and PPC, chances are you’re leaving money on the table.
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.
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[46]
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