Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.[51] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[52] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[51] Due to selective attention from viewers, there is the likelihood that the message may not be received.[53] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision.[54] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[51] therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition.[51] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[51] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[55] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[51] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.

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.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[18][19][51] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[52] although the two are not identical.
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC, which we’ll talk about below).
What is Google PageRank Checker also known as PR Checker? If you have the exact same question then you have certainly come to the right place. We shall tell you in detail about Google PageRank checker and its importance in the life of webmasters and SEO professionals. Firstly, you should become familiar with term PageRank before heading over to PR Checker. If you are involved in SEO or search then you are guaranteed to come across this topic at one point or another. Google PageRank or PR is a measure that ranges from 0 – 10, telling us about the importance of a page according to Google as it thinks that any page with 10/10 page rank is very important while the 0/10 is comparatively not very important.
A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs.

It is beneficial to have the inbound links coming to the pages to which you are channeling your PageRank. A PageRank injection to any other page will be spread around the site through the internal links. The important pages will receive an increase, but not as much of an increase as when they are linked to directly. The page that receives the inbound link, makes the biggest gain.


Major search engines like Google, Yahoo!, and Bing primarily use content contained within the page and fallback to metadata tags of a web page to generate the content that makes up a search snippet.[9] Generally, the HTML title tag will be used as the title of the snippet while the most relevant or useful contents of the web page (description tag or page copy) will be used for the description.

PageRank was influenced by citation analysis, early developed by Eugene Garfield in the 1950s at the University of Pennsylvania, and by Hyper Search, developed by Massimo Marchiori at the University of Padua. In the same year PageRank was introduced (1998), Jon Kleinberg published his work on HITS. Google's founders cite Garfield, Marchiori, and Kleinberg in their original papers.[5][17]

Meanwhile, the link spam began. People chasing higher PageRank scores began dropping links wherever they could, including into blog posts and forums. Eventually, it became such an issue that demands were raised that Google itself should do something about it. Google did in 2005, getting behind the nofollow tag, a way to prevent links from passing along PageRank credit.
Google and Bing provide basic conversion tracking within their ad platforms, but not for revenue. Take a look at Google Analytics for a free tracking system that will let you measure conversions from all PPC sources and let you track traffic, revenue, and conversions. If you’re a leads based business, you may also want to consider a scalable CRM or customer relationship management system like HubSpot, which allows you to specify when and if a lead became a customer, so that you can clearly identify which ads are turning into real revenue.
“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!”
Search Network with Display Opt-In – This targeting option is a combination of both networks. In the new AdWords experience this replaced Search Network with Display Select. Now you’ll create a regular Search Network campaign and opt-in to the Display Network. The caveat is that Google determines when and where ads may perform best, taking control away from the advertiser. The preferred option is to break out campaigns by network, but Search with Display Opt-In is worth testing.
Search Network with Display Opt-In – This targeting option is a combination of both networks. In the new AdWords experience this replaced Search Network with Display Select. Now you’ll create a regular Search Network campaign and opt-in to the Display Network. The caveat is that Google determines when and where ads may perform best, taking control away from the advertiser. The preferred option is to break out campaigns by network, but Search with Display Opt-In is worth testing.
PageRank always was and remains only one part of the Google search algorithm, the system that determines how to rank pages. There are many other ranking factors that are also considered. A high PageRank score did NOT mean that a page would rank well for any topic. Pages with lower scores could beat pages with higher scores if they had other factors in their favor.
The majority of companies in our research do take a strategic approach to digital. From talking to companies, I find the creation of digital plans often occurs in two stages. First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how you integrated digital marketing into other business activities. Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual", but doesn't warrant separate planning, except for the tactics.
The map and business listing are the only results on this SERP that are not explicitly paid results. This map is shown based on a user’s location, and feature listings for local businesses that have set up their free Google My Business listing. Google My Business is a free directory of companies that can help smaller local businesses increase their visibility to searchers based on geolocation, a particularly important feature on mobile. Read this blog post for more information on Google My Business.
In the past, the PageRank shown in the Toolbar was easily manipulated. Redirection from one page to another, either via a HTTP 302 response or a "Refresh" meta tag, caused the source page to acquire the PageRank of the destination page. Hence, a new page with PR 0 and no incoming links could have acquired PR 10 by redirecting to the Google home page. This spoofing technique was a known vulnerability. Spoofing can generally be detected by performing a Google search for a source URL; if the URL of an entirely different site is displayed in the results, the latter URL may represent the destination of a redirection.
“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”
PageRank was influenced by citation analysis, early developed by Eugene Garfield in the 1950s at the University of Pennsylvania, and by Hyper Search, developed by Massimo Marchiori at the University of Padua. In the same year PageRank was introduced (1998), Jon Kleinberg published his work on HITS. Google's founders cite Garfield, Marchiori, and Kleinberg in their original papers.[5][17]
Nathan: The comment by Mansi Rana helps answer your question. The fact is, the PageRank scores that were visible in the Google Toolbar hadn’t been updated in a long time (2+ YEARS), so they were probably getting more and more out-of-date anyway. The main reason Google would make them disappear, though, is that Google wants website owners to focus on the user and on quality content, not on trying to game the system with links.
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business's online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."
Not all links are counted by Google. For instance, they filter out links from known link farms. Some links can cause a site to be penalized by Google. They rightly figure that webmasters cannot control which sites link to their sites, but they can control which sites they link out to. For this reason, links into a site cannot harm the site, but links from a site can be harmful if they link to penalized sites. So be careful which sites you link to. If a site has PR0, it is usually a penalty, and it would be unwise to link to it.
There are two options for which ads are delivered: standard and accelerated. The standard delivery method shows ads evenly throughout the day. This option is good for advertisers who may have budget restrictions and want to ensure their ads show throughout the day. Depending on the budget concerns, ads will not show at all times. Accelerated delivery method shows ads until the budget is depleted. This option is best for advertisers who may not have budget restrictions and want to ensure their ads show for every query.
The Google algorithm's most important feature is arguably the PageRank system, a patented automated process that determines where each search result appears on Google's search engine return page. Most users tend to concentrate on the first few search results, so getting a spot at the top of the list usually means more user traffic. So how does Google determine search results standings? Many people have taken a stab at figuring out the exact formula, but Google keeps the official algorithm a secret. What we do know is this:
To maximize success and achieve scale, automated bid management systems can be deployed. These systems can be used directly by the advertiser, though they are more commonly used by advertising agencies that offer PPC bid management as a service. These tools generally allow for bid management at scale, with thousands or even millions of PPC bids controlled by a highly automated system. The system generally sets each bid based on the goal that has been set for it, such as maximize profit, maximize traffic, get the very targeted customer at break even, and so forth. The system is usually tied into the advertiser's website and fed the results of each click, which then allows it to set bids. The effectiveness of these systems is directly related to the quality and quantity of the performance data that they have to work with — low-traffic ads can lead to a scarcity of data problem that renders many bid management tools useless at worst, or inefficient at best.
One of the consequences of the PageRank algorithm and its further manipulation has been the situation when backlinks (as well as link-building) have been usually considered black-hat SEO. Thus, not only Google has been combating the consequences of its own child's tricks, but also mega-sites, like Wikipedia, The Next Web, Forbes, and many others who automatically nofollow all the outgoing links. It means fewer and fewer PageRank votes. What is then going to help search engines rank pages in terms of their safety and relevance?
SEO.com is a certified Google Partner, which means the search engine has certified our knowledge and experience of Google applications and tools. In addition, we have access to specialized Google training and products, and a dedicated Google representative. Whether you are in ecommerce, technology, retail, dentistry, or B2B, you will benefit working with SEO.com.

Informational searches are those in which the user hopes to find information on a given topic, such as Abraham Lincoln. It wouldn’t make much sense to place ads or other types of paid results on a SERP like this, as the search query “Abraham Lincoln” has very low commercial intent; the vast majority of searchers using this search query are not looking to buy something, and as such only informational results are displayed on the SERP.


SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
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