Digital Marketing and SEO

12 Digital Marketing
Landscape
Objectives
● Learn how search engines work and how to optimize
a site for search engines through SEO
● Understand the different digital advertising options
● Learn the steps for setting up a Pay Per Click (PPC)
campaign
Marketing today is
largely a digital
exercise
We’ll focus ● Search Engine Optimization

on two key ● Some of the prevalent

options for online, digital

aspects… advertising
Search Engine Optimization (SEO)

A practice whose goal is to make a website easier to

itlefind by ranking high on a search results page.
SEO’s Value
● How many online searches do you perform a
day?
● How likely are you to go to the second page
of results?
● What seems more credible — a website
found on the second or third page of results,
or the first?
SEO’s Value (cont.)
● Failing to rank high on the Search Engine
Results Page dramatically limits a web page’s
visibility.
SEO Goals
● Have web pages included in the results of as
many searches as possible
● Appear at the top of the first SERP, or as
close to the top as possible
 ● Indexing: Search engines
Search engines create an index of all content
stored online
are constantly ● Crawling: Search engines use
performing “crawlers,” programs that visit
every page of each site online
two tasks: to determine what content they
hold
Search Engine Stats
Search Engines consider a page’s relevancy
and its popularity (AKA authority)
How Google Ranks…
Google does not rank an entire website, but the
individual pages of a website
● This implies that each page must be
optimized for searches
Relevancy Optimization 1
● Optimization to improve how a search engine
evaluates relevancy is “on-page” or “on-site” SEO
● Search algorithms take a holistic view of web pages
they rank for search
Relevancy Optimization 2
Relevancy Ranking Factors
● Design
● Content
● Keywords and Titles
Relevancy Optimization 3
Relevancy Ranking Factors
● Page text
● URLs
● Length
● Unique content
Relevancy Optimization 4
Relevancy Ranking Factors
● Images
● Bounce rate and Dwell time
● Page load time
Popularity Optimization
Popularity Ranking Factors
● Search Engines use the quantity of links from quality
sites to determine a quality score
● Links from a high quality, reputable site raise the
quality score of the linked to site
Quality Scores
● Several external links from pages with low quality
scores: This page will not rank well for search
● A few external links from pages with high quality
scores: This page will rank reasonably well for search
● Several external links from pages with high quality
scores: This page will rank well for search
Ranking High
for
Popularity
Quality Scores (cont.)
● Natural Backlinks: occur because someone who
found web content on the linked-to page useful
● Manufactured Backlinks: occur through intentional
link-building activities
● Self-created Backlinks: occur when links are
intentionally embedded for SEO
Pay-Per-Click Terms 1
● Impressions: Occurs each time an ad is
displayed
● Clicks: Occurs whenever a PPC ad is clicked
upon
● Cost-Per-Click (CPC): the amount of money
an advertiser pays when someone clicks on
its ad
Pay-Per-Click Terms 2
● Click-Through-Rate (CTR): represents the
percentage of clicks to impressions
● Conversion: occurs when web visitors take
the desired action on the landing page that
the ad takes them to, such as making a
purchase, subscribing, registering for an
event, etc.
Pay-Per-Click Terms 3
● Landing Page: website page that visitors are
directed to when they click on a PPC ad
● Call-to-Action (CTA): Usually a button on the
landing page that clearly indicates what is
hoped a visitor will do as a result of visiting
the page
Pay-Per-Click Terms 4
● Quality Score: a Google metric that considers
keyword quality, ads, and landing page
experience
Pay-Per-Click
● Pay-Per-Click ads charge the marketer only
when an ad is clicked on
● Due to this, advertising budgets are easier to
control and manage
● Allows bidding for ad space, which can pit
multiple advertisers against one another
Search Engine Marketing

Creating and running ads that appear on

a SERP with organic search results.
 Search
Engine
Marketing
Example
Steps for PPC Ad
1. Define the audience
2. Set an objective
3. Research the keywords
Steps for PPC Ad (cont.)
4. Build a landing page
5. Create the PPC ad
6. Set ad keyword bids and targeting options
7. Test the ad
PPC Search Ads and Online
Display Ads
Online Display Ad Networks
● Advertising Network: the company that
provides the network and infrastructure
● Publishers: the people or organizations that
own the websites that accept advertising.
● Advertisers: the people or organizations that
create and pay for the ads that through the
GDN.
Aspects of a Quality Ad
● Creates visual interest to attract attention
● Communicates a compelling value
proposition
● Invites action through an easy-to-see call to
action
● Synchronizes messages between ad and
landing page
Display Ad
Dimensions
Remarketing
● Remarketing relies on the use of “cookies”
● Advertisers set up remarketing campaigns to show
ads to people who’ve visited their websites
● Remarketing ad campaigns work well because a
majority of people who visit websites leave without
taking the desired action
Remarketing (cont.)
Review #1
● SERP placement can heavily influence a
company's success by influencing how much
traffic its pages get.
Review #2
● SEO is a competitive activity that requires
constant attention to maintain high rankings.