Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
When returning results on a SERP, search engines factor in the “relevance” and “authority” of each website to determine which sites are the most helpful and useful for the searcher. In an attempt to provide the most relevant results, the exact same search by different users may result in different SERPs, depending on the type of query. SERPs are tailored specifically for each user based their unique browsing history, location, social media activity and more.
With a well thought out and themed keyword strategy in place, we can begin to implement keywords into your website. For many SEO companies the optimization process ends with the implementation of basic HTML elements. This is only a part of what we do when optimizing your web pages. Our code optimization includes optimization of Meta tags, headings structure, removal of unnecessary code that slows down page speed, web accessibility attributes, implementation of Structured Data, and more.
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs. This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid. Although there may be inconstancy with product images; maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet. Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.
It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as number of ‘likes’ or followers, so it is useful to bear in mind this definition of marketing advanced by the Chartered Institute of Marketing:
The Google toolbar range is from 1 to 10. (They sometimes show 0, but that figure isn’t believed to be a PageRank calculation result). What Google does is divide the full range of actual PageRanks on the web into 10 parts – each part is represented by a value as shown in the toolbar. So the toolbar values only show what part of the overall range a page’s PageRank is in, and not the actual PageRank itself. The numbers in the toolbar are just labels.
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.
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Although the Web page ranked number 3 may have much more useful information than the one ranked number 1, search engine software cannot really tell which is the superior website from a quality perspective. It can only know which ones are popular, and link swaps (you link to me - I link to you) are created to do nothing more than make pages popular.
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
While PPC is certainly easier to implement, rushing into the process can be a segway to disaster if you don’t know the basics. By looking at the 3 helpful tips below, you should be able to launch an effective PPC campaign that will bring new visitors to your site. If you find that after setting up an account, you still have lots of questions, simply visit the Farotech info page for more PPC help.
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). Search engine optimization (SEO) is aimed at influencing the SERP rank for a website or a set of web pages.
Let’s consider a 3 page site (pages A, B and C) with no links coming in from the outside. We will allocate each page an initial PageRank of 1, although it makes no difference whether we start each page with 1, 0 or 99. Apart from a few millionths of a PageRank point, after many iterations the end result is always the same. Starting with 1 requires fewer iterations for the PageRanks to converge to a suitable result than when starting with 0 or any other number. You may want to use a pencil and paper to follow this or you can follow it with the calculator.
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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.
Typically, daily budgets are setup for each campaign, but sometimes you want these funds to shift between campaigns depending on what’s working. The shared budget feature saves the time spent managing and monitoring individual campaign budgets. Using a shared budget, AdWords will adjust the budget. There is one daily amount for the entire account or a group of campaigns within the account.
A clearly defined online customer value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Developing a competitive content marketing strategy is key to this for many organizations since the content is what engages your audiences through different channels like search, social, email marketing and on your blog.
How does pagerank work? This is one of the basic questions that you must have, if you are here to find page rank or for a regular page ranking check. If you want to find out the Page Rank of a website using our Google PageRank Checker or PR Checker, you want to add the URL for numerous pages – not just the “Home" page. Google pagerank checker will give different PR values for each link. If you plan on purchasing advertising or buying a “used" website, this free PageRank Checker or PR Checker can help you make an informed decision.
Display Topics are themes you can select, which Google will then use to find sites that match that theme to display your ads. Topics work in much the same way as Display keywords, except that you select the theme instead of creating a theme with your own keywords. You also have keyword level bidding with Display keywords, and only Topic level bidding with Topic targeting. Placement reports for Topic targeting should evaluate if the site actually matched the intended theme for the placement.
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.
Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social and email marketing to improve the digital experience of your website. Our article, What is digital marketing? shows how by using our RACE planning framework you can define a more manageable number of digital marketing activities which cover the full customer journey. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, retargeting and skyscraper content for organic search.
Just a related note in passing: On October 6, 2013 Matt Cutts (Google’s head of search spam) said Google PageRank Toolbar won’t see an update before 2014. He also published this helpful video that talks more in depth about how he (and Google) define PageRank, and how your site’s internal linking structure (IE: Your siloing structure) can directly affect PageRank transfer. Here’s a link to the video: http://youtu.be/M7glS_ehpGY.
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When would this be useful? If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.
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.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.
85. Use of Google Analytics and Google Search Console: Some think that having these two programs installed on your site can improve your page’s indexing. They may also directly influence rankings by giving Google more data to work with (ie. more accurate bounce rate, whether or not you get referral traffic from your backlinks etc.). That said, Google has denied this as a myth.
5. Link building. In some respects, guest posting – one popular tactic to build links, among many other benefits – is just content marketing applied to external publishers. The goal is to create content on external websites, building your personal brand and company brand at the same time, and creating opportunities to link back to your site. There are only a handful of strategies to build quality links, which you should learn and understand as well.
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content41 for ranking, parsing structured data, and generating snippets.
Note that when a page votes its PageRank value to other pages, its own PageRank is not reduced by the value that it is voting. The page doing the voting doesn’t give away its PageRank and end up with nothing. It isn’t a transfer of PageRank. It is simply a vote according to the page’s PageRank value. It’s like a shareholders meeting where each shareholder votes according to the number of shares held, but the shares themselves aren’t given away. Even so, pages do lose some PageRank indirectly, as we’ll see later.
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines. By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.