WHAT IS DIGITAL MARKETING?

Search Engine Optimization (SEO)

Online Ads (PPC/CPM) Email Marketing Social Media Conversion Optimization Data Analysis

WHAT IS SEO?

Search Engine Optimization (SEO) The efforts revolving around trying to get a site/page

to show up (rank) or increase rank within a Search Engine Results Page (SERP)

WHAT IS SEO?An important aspect of SEO is making your website easy for both users and search engine robots to understand.

Although search engines have become increasingly sophisticated, they still can't see and understand a web page the same way a human can.

SEO helps the engines figure out what each page is about, and how it may be useful for users.

WHY IS GOOGLE THE BEST?

SEARCH ENGINE RESULT PAGE (SERP)February 19, 2016, Google confirmed that search results pages on desktop will no longer show text ads in the right sidebar.

SEARCH ENGINE RESULT PAGE (SERP)

SEO VS PPC

SEO

PPC

SEO RANKING FACTORS

CODE

CODE

No Tables Fast Semantic Code Hierarchical

SEMANTIC CODESemantic code encourages web designers to write code that describes the content rather than how that content should look. For example, the title of a page could be coded like this:

<font size="6"><b>This is the page title</b></font>

To write the same title semantically so that a computer understands that this is a title, you would use the following code:

<h1>This is a heading</h1>

SPECIFIC CODE

Meta Keywords: META Keyword tags have been useless for a while now.

Title: Each page should have a unique title tag that specifically describes the content within that page. You want to use keywords in your tag but make sure it makes sense to the reader. These tags signal to the engines what the page is about.

Meta Description:This tag has no direct effect on your page ranking. However, it is still important. More often than not, this is the information that shows up in the SERPs as the page’s description.

CONTENT

KEYWORDS

User terms vs marketing terms Often Questions

Title a page and write to it EX: Keyword “Adopt a Pet”

Where can I Adopt a Pet?

OTHER IMPORTANT LOCATIONS

<h2>,<h3>, <h4>, <h5>, <h6> <img src=”keyword” /> <img alt=”keyword” /> <li>keyword</li> <b>, <strong>, <i>, <em> <p>keyword</p>

LINKS/SOCIAL

LINK AUTHORITY

Popular/Authoritative sites are worth more (.gov, .edu) Very difficult, any easy/paid link strategies get found

out

SOCIAL IS THE NEW PLAYER Shares Likes Comments Followers RTs/Mentions Links

SOCIAL MATTERS1. Increased Brand Recognition. Every opportunity

you have your content seen and increase your visibility is valuable.

2. Improved brand loyalty. brands who engage on social media channels enjoy higher loyalty from their customers.

3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them.

SOCIAL MATTERS4. Higher conversion rates. Social media

marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element;

5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers.

6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for.

SOCIAL MATTERS7. Decreased Marketing Costs. 84% of marketers found

as little as six hours of effort per week was enough to generate increased traffic.

8. Better Search Engine Rankings. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media.

9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.

10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening.

SEO RANKING FACTORS

REMEMBER, SEO HAS A PLACE

SEO SocialLinks EmailWOMOffline Ads