Once you have your keyword list, the next step is actually implementing your targeted keywords into your site’s content. Each page on your site should be targeting a core term, as well as a “basket” of related terms. In his overview of the perfectly optimized page, Rand Fishkin offers a nice visual of what a well (or perfectly) optimized page looks like:
Extras are unique to your needs — you might benefit from behind-the-scenes footage, a quick photo session, or certain types of b-roll. Get it done! Any content you can create on set during production will only benefit you. It can add more long term value to your clients and give you more content to post. If you work with an agency, ask them what they can do. You might even ask for raw video footage so you can continue editing and repackaging your video for future use. Think about your needs and see what you can do!
The exact settings on your camera will depend on your model, but there’s likely an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white balance at all costs and opt for a preset or custom instead. If you have a top-of-the-line DSLR, there may also be an option to manually set the color temperature of the room, measured in Kelvin.
Once you understand how everything works, and your expectations are set the right way, decide what you want to do. Do you want to become an affiliate marketer? Do you want to be a network marketer? Do you want to become a blogger and sell your own products? Squeeze pages, which are glorified sales pages that attract people and direct their attention towards a single action of providing their email address, are created in a variety of methods. The better they are, the more likely they'll convert.
Digital marketing is probably the fastest-changing marketing field out there: New tools are being built, more platforms emerge and more channels need to be included into your marketing plan. How not to get overwhelmed while staying on top of the latest marketing trends? Here are a few tools that help you scale and automate some parts of your marketing routine making you a more productive and empowered marketer: Tools to Semi-Automate Marketing Tasks 1.
It’s hard to believe that the Internet is now multiple decades old. Affiliate marketing has been around since the earliest days of online marketing. It’s a great solution for businesses that are risk-averse or don’t have the budget to spend on upfront marketing costs. Use affiliate marketing to build a new revenue stream for your ecommerce or B2B business.
Engineer by Education, Marketing Influencer by Profession, and Creative Writer by Passion- Shivendra is involved in Branding, Advertising & Consulting in the domain of Digital Marketing over the years. He relies upon his Digital Marketing learnings and uses the creative DNA for composing blogs that have the applied zeal to engage, entertain and inspire the readers- to Connect- Convince- Convert their target audiences via different digital media channels.
An analytics platform will give you the best overall picture of your important data and where it comes from. The good thing about these platforms are how they’re able to tie all your marketing efforts together — your advertising, your social posts, your referral sources, even audience demographics and more. These simplify tracking efforts and put all your data conveniently in one place. There are tons of analytics tools, but here are our favorites.
The inbound methodology is the marketing and sales approach focused on attracting customers through content and interactions that are relevant and helpful. Each video you create should acknowledge your audience’s challenges and provide a solution. Looking at the big picture, this content guides consumers through the journey of becoming aware of, evaluating, and purchasing your product or service.
Depending on your industry and the type of video you create, your video could benefit from more traditional types of publicity, like a press release or publication on a trade website. Working with a PR agency could be beneficial, but you could also reach out directly to site administrators on niche sites related to your field, like health and wellness sites, fitness sites, major food websites, tech sites, and more. Ask to be featured in their newsletter or send them your press release with a link to your video directly — the more official your campaign, the better!
Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result. While there's no minimal or maximal length for the text in a description meta tag, we recommend making sure that it's long enough to be fully shown in Search (note that users may see different sized snippets depending on how and where they search), and contains all the relevant information users would need to determine whether the page will be useful and relevant to them.

Your viewer is now an actual customer! Your goal here revolves around keeping them interested in your brand for future purchases or added value. Any video that delights is a success — and the longer they watch, the more likely it is they’re delighted. The tone of your video here will matter greatly. Chances are a long, boring educational video won’t delight your customers as much as a funny, short, social media video will. Keep this in mind when reviewing your data: The view-through rate of a 15-second video will likely be much higher than that of a two-minute video.


Facebook Ads and other social media ad platforms, for example, are pay-per-click platforms that do not fall under the SEM category. Instead of showing your ads to people who are searching for similar content like search ads do, social media sites introduce your product to people who happen to be just browsing through their feeds. These are two very, very different types of online advertising.
Maintenance. Ongoing addition and modification of keywords and website con­tent are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect. You also want to review your link strategy and ensure that your inbound and outbound links are relevant to your business. A blog can provide you the necessary structure and ease of content addition that you need. Your hosting company can typically help you with the setup/installation of a blog.
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[62] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[63] As of 2006, Google had an 85–90% market share in Germany.[64] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[64] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[65] That market share is achieved in a number of countries.
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]
Marketing departments are the primary beneficiaries of SEM. By paying for certain keyword terms, they can drive inbound traffic to websites. SEM helps boost traffic by making products and services display more prominently given paid advertising. While website browsers may benefit from SEM by having products and services more easily brought to their attention, they also have to be on guard against website activity that is spurious or doesn’t address their needs.
First, we have a catchy story. A family making a world tour just thanks to Home Exchange! The couple are teachers with 3 kids. Everybody can identify to them. And they realise the dream of those people watching and it is possible thanks to Home Exchange. Anyone would like to understand how that is possible and would like to be in their place. That video, among other communication tools, created huge publicity for them. They have been contacted by the number one channel in France to make a TV report on their project!

SEO is the discipline that allows people and websites to access the potential of the internet. It’s about knowing when your site is the right result, and admitting to yourself when it is the wrong result. SEO is making your company and services more accessible to your prospective customers by studying what they need and creating the resources to serve them.


8. Technical SEO. Technical SEO is one of the most intimidating portions of the SEO knowledge base, but it’s an essential one. Don’t let the name scare you; the most technical elements of SEO can be learned even if you don’t have any programming or website development experience. For example, you can easily learn how to update and replace your site’s robots.txt file, and with the help of an online template, you should be able to put together your sitemap efficiently.
Pay Per Click Advertising (PPC) - While SEO is free, pay-per-click ads are just as they sound; ads you run on a search engine that you pay for each time someone clicks on it. In PPC advertising, you bid the amount you are willing to pay per click. In general, the more you bid, the higher your ad will llikely appear in the search engine results. Google AdWords ​has implemented an additional factor in which your ads are ranked based on the relevancy or importance that Google places on your site, which is very difficult to manipulate. You can also use pay per click advertising to your advantage on your own site. For example, you can make money with Google AdSense and other similar programs.
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).
Around the world, 91 percent of consumers are likely to reward brands for authenticity and share the brand with friends and family, and 62 percent are likely to purchase from or show greater interest in purchasing from a brand that authentically expresses itself. Interestingly, U.S. consumers were less likely to build trust with new brands as compared to others globally, particularly the openness expressed by Asian consumers. For U.S.-based businesses marketing domestically, video content is the key to building trust.

Your customers, prospects, and partners are the lifeblood of of your business. You need to build your marketing strategy around them. Step 1 of marketing is understanding what your customers want, which can be challenging when you’re dealing with such a diverse audience. This chapter will walk you through (1) the process of building personal connections at scale and (2) crafting customer value propositions that funnel back to ROI for your company.
The combination of charisma, charm and intellect has helped catapult Sharpe to the top of the heap. In a recent conversation with him, I wanted to learn what it truly took to become an expert digital marketer. And one of the most important takeaways from that phone call was that if he could do it, anyone could do it. For someone who failed so devastatingly very early on in life, to rise from the ashes like a phoenix was no easy feat.
Links - Links from other websites play a key role in determining the ranking of a site in Google and other search engines. The reason being, a link can be seen as a vote of quality from other websites, since website owners are unlikely to link to other sites which are of poor quality. Sites that acquire links from many other sites gain authority in the eyes of search engines, especially if the sites that are linking to them are themselves authoritative.
In addition to measuring your website traffic, you need to track your conversion rates. For example, if, as a result of your search engine marketing efforts, your traffic doubles from 250 to 500 visitors per month, how many new customers did you acquire from the additional 250 visitors to your site? Do you now have twice as many customers as you did before? If you picked up 5 customers your conversion rate would be 2 percent of the new traffic (5 divided by 250) and 1 percent (5 of 500) overall.
Search Engine Marketing or SEM encompasses the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditional SEM is made up of two processes: “organic” search engine optimization (SEO) and pay-per-click advertising (PPC) (or cost-per-click (CPC)). However, the field of SEM is a changing and expanding field thanks to constant new developments, such as:
However, before learning any of that, it's important that you get a lay of the land, so to speak. If you truly want to understand the field of internet marketing, Sharpe has some very good points. In essence there are four overall steps to really understanding internet marketing and leveraging the industry to make money online. Depending on where you are with your education, you'll be somewhere along the lines of these four steps.
Seriously? Yes, seriously. Search engines are sources of information and not all searchers are super specific. A prime example of this is someone searching for ‘Wine Bars in London’. Whilst you may expect Google to return the likes of Humble Grape or Gordon’s Wine Bar in the results, you will actually find that the main results are dominated by lists.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[42] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[43] Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[42]
First, we have a catchy story. A family making a world tour just thanks to Home Exchange! The couple are teachers with 3 kids. Everybody can identify to them. And they realise the dream of those people watching and it is possible thanks to Home Exchange. Anyone would like to understand how that is possible and would like to be in their place. That video, among other communication tools, created huge publicity for them. They have been contacted by the number one channel in France to make a TV report on their project!
Why It Worked So Well: We positioned it strategically on a page that gets a lot of organic traffic. We optimized the video and content for high-value search terms and, because the content is built to target top-of-funnel viewers or “beginners”, we know video is going to be something they rely on as a resource. It’s also a great video that hits on all the basics of PPC.
Jim Boykin blows my mind every time I talk to him. I have been doing SEO for 15 years and yet I am amazed at the deep stuff Jim comes up with. Simply amazing insights and always on the cutting edge. He cuts through the BS and tells you what really works and what doesn't. After our chat, I grabbed my main SEO guy and took him to lunch and said "you have to help me process all this new info..." I was literally pacing around the room...I have so many new ideas to experiment with that I would never have stumbled onto on my own. He is the Michael Jordan or the Jerry Garcia of links...Hope to go to NY again to Jim's amazing SEO classes. Thanks Jim! Michael G.
Paid distribution is super important as well, but how much you can do will likely be limited by your cash resources. You’ll want to think more strategically about where your highest-converting audience is and dedicate most of your budget there. And because there are so many different forms of paid advertising even within one single channel (Facebook has 11 different types of advertisements alone), you want to test every channel and every type of distribution method. Until you know which will give you the highest return, hold back on spending your entire distribution budget.
Before you can create YouTube video ads as part of your marketing campaign, you must link your AdWords account to your YouTube account. Then you’ll need to import your video into AdWords - or create it if it doesn’t already exist. Once you upload the video, you’ll be able to choose a thumbnail and write some appealing ad text to encourage viewers to watch. The next step is to choose your target audience and budget. Provide some billing information, and you’re ready to run your first video ad.
Posting your video on social platforms is also basically required, though the social channels you choose may differ depending on where your audience is most active. You’ll also want to think about posting your video natively; most social platforms give native videos preference over video links from other sources. Post your video natively where you can, and keep an eye on your platform-specific data.
Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.

3. General on-site optimization. On-site optimization is a collection of tactics, most of which are simple to implement, geared toward making your website more visible and indexable to search engines. These tactics include things like optimizing your titles and meta descriptions to include some of your target keywords, ensuring your site’s code is clean and minimal, and providing ample, relevant content on every page. I’ve got a huge list of on-site SEO tactics you can check out here.
Email marketing is the practice of nurturing leads and driving sales through email communications with your customers. Like social media, the goal is to remind users that you’re here and your product is waiting. Unlike social media, however, you can be a lot more aggressive with your sales techniques, as people expect that email marketing will contain offers, product announcements and calls to action.

In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc. v. 1-800 Contacts, Inc. that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword. In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its trademark enforcement practices in the search engine marketing space have unreasonably restrained competition in violation of the FTC Act. 1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.[29]
The actual content of your page itself is, of course, very important. Different types of pages will have different “jobs” – your cornerstone content asset that you want lots of folks to link to needs to be very different than your support content that you want to make sure your users find and get an answer from quickly. That said, Google has been increasingly favoring certain types of content, and as you build out any of the pages on your site, there are a few things to keep in mind:
Completion rate: Completion rate is the number of people who completed your video divided by the number of people who played it. Completion rate, and other engagement metrics, are a great way to gauge a viewer’s reaction to your video. Do you have a low completion rate? Are people all dropping off at a certain point? This might be a sign that your video content is not resonating with your target audience.
Brian Dean, an SEO expert and the creator of BackLinko, uses SEO tactics to rank #1 on YouTube for keywords like “on page SEO” and “video SEO”. Initially, Dean admits his YouTube account struggled to get any views. Employing SEO methods like keyword optimization has enabled Dean to rise to #1 on YouTube for search results related to his business. He published his full strategy on Backlinko.
To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.
Display advertising - As the term infers, Online Display Advertisement deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the search engines, classified or dynamic advertisement etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
All search engines use algorithms to attempt to provide the most relevant results to each searcher, taking onto account not only the search keywords used but also the searcher’s location, device, operating system, previous search behavior, and even identity. The better any specific search algorithm for paid or organic (unpaid) results is, the happier the searcher is with the results. Because search engines compete for the attention, eyeballs, and ears of searchers, there is great incentive for constant improvement and innovation.

The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!,[18] mix paid inclusion (per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com[19][20]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).
Paid channel marketing is something you’ve probably come across in some form or another. Other names for this topic include Search Engine Marketing (SEM), online advertising, or pay-per-click (PPC) marketing. Very often, marketers use these terms interchangeably to describe the same concept — traffic purchased through online ads. Marketers frequently shy away from this technique because it costs money. This perspective will put you at a significant disadvantage. It’s not uncommon for companies to run PPC campaigns with uncapped budgets. Why? Because you should be generating an ROI anyway. This chapter walks through the basics of how.
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