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Search Engine Optimization: a Survey of Current Best Practices
Grand Valley State University ScholarWorks@GVSU Technical Library School of Computing and Information Systems 2013 Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley Follow this and additional works at: https://scholarworks.gvsu.edu/cistechlib ScholarWorks Citation Solihin, Niko, "Search Engine Optimization: A Survey of Current Best Practices" (2013). Technical Library. 151. https://scholarworks.gvsu.edu/cistechlib/151 This Project is brought to you for free and open access by the School of Computing and Information Systems at ScholarWorks@GVSU. It has been accepted for inclusion in Technical Library by an authorized administrator of ScholarWorks@GVSU. For more information, please contact [email protected]. Search Engine Optimization: A Survey of Current Best Practices By Niko Solihin A project submitted in partial fulfillment of the requirements for the degree of Master of Science in Computer Information Systems at Grand Valley State University April, 2013 _______________________________________________________________________________ Your Professor Date Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley State University Grand Rapids, MI, USA [email protected] ABSTRACT 2. Build and maintain an index of sites’ keywords and With the rapid growth of information on the web, search links (indexing) engines have become the starting point of most web-related 3. Present search results based on reputation and rele- tasks. In order to reach more viewers, a website must im- vance to users’ keyword combinations (searching) prove its organic ranking in search engines. This paper intro- duces the concept of search engine optimization (SEO) and The primary goal is to e↵ectively present high-quality, pre- provides an architectural overview of the predominant search cise search results while efficiently handling a potentially engine, Google. -
Digital Marketing Services
DIGITAL Digital Marketing Services Digital Marketing Services Leverage our extensive data network and our full suite of digital marketing solutions to engage with customers and prospects on their home and mobile devices. 800-732-3440 [email protected] www.AccuData.com We Take Data Personally DIGITAL Digital Marketing Services Location-Based Targeting & Digital Advertising Location-Based Targeting & Digital Advertising Addressable GeoFence Digital Display Advertising Target your direct mail audience online via their IP address for a digital touchpoint and increased rate of conversion. Utilizes a proprietary matching logic to serve your digital ads to consumer devices that are connected to the IP address of the home you are targeting. Client loyalty files or prospect target lists may be used. Typical match rate is 90%. How it Works: An algorithm matches the physical (postal) address to plat line data to collect the exact size and shape of the matched address. The postal address is then matched to the IP router. When a device is connected to the router, that device is identified. Plat line accuracy limits the amount of impressions served to the wrong household, mitigating wasted budget. Mobile GeoFence Digital Display Advertising Reach customers and prospects present at a specified location, in real time. Consumers browsing the internet or initiating an app session where mobile ad placements are supported will receive your highly relevant display ads on their mobile devices. This solution is ideal for marketers wishing to target prospects who are present at arenas, conventions, hotels, or the locations of their competitors. Mobile GeoFollow Digital Display Advertising Take Mobile GeoFence one step further! Target consumers who are present at a specified location in real time, then continue to advertise to them once they leave. -
NS17 FRI 330 Atz.Pdf
Online Marketing Tips From to Email Understanding techniques to help you market your business online using content, email marketing and metrics Cut Through the Noise ● Video ● Geotargeting ● Email Marketing ● Retargeting ● Online Advertising Video Video Video Video Video Takeaways ● You don’t need a big crew/big investment ● Post content regularly ● YT is great, consider FB Video/ FB Live ● Measure your success (views, subscribers & comments) Email Marketing Marketing campaigns via email can see 50-100x the CTR of a post on or Email Marketing ‘s email newsletters average 19.9% CTR compared to an industry average of 2.9% Email Marketing Email Marketing The Mobile Issue ● 67.2% of consumers use a smartphone to check email ● 75% of Gmail users access accounts on mobile devices ● By 2017, 2.282 million people will access email via mobile Email Marketing Takeaways ● Cultivate and maintain a good email list ● Great content + great images ● Don’t forget mobile ● Measure your success (opens, clicks) Online Advertising What types of direct online advertising do you do for your business? Online Advertising What metrics do you gather & How do use them? Online Advertising Takeaways ● Running ads doesn’t have to be complicated or time-consuming ● Numerous business exist today to make the service pain-free and hands-off ● Tailored to limited or giant budgets, fully customizable ● Measure your success (clicks, actions, Google Analytics) Geotargeting Geotargeting Geotargeting Geotargeting Geotargeting Geotargeting Takeaways ● Don’t waste $$ on attention -
Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | Tribalvision Brand Manufacturers Are Increasingly Going Digital
Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | TribalVision Brand manufacturers are increasingly going digital Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid. Booz Allen Hamilton Strategy, “Reimagining shopper marketing.” Here’s a taste of the most effective B2B and B2C channels In a recent survey of both B2B and B2C professionals, website, email and social media were listed as top revenue generators. https://neilpatel.com/blog/marketing-channels/ The manufacturing industry still has so much opportunity to take advantage off when it comes to digital marketing 30% 58% 59% Only 30% of manufacturing Of manufacturers use website Of manufacturing marketers say that marketers feel that they are using analysis to learn about target fresh web design and mobile web and social content effectively audiences optimization have drastically improved their businesses 84% 3% 1% Of people searching for services in The best manufacturing sites only Of manufacturers assed their the manufacturing industry say see conversion rates of 3% vs. 10% content marketing as they use the internet as their average across most industries “sophisticated” starting point https://www.ironpaper.com/webintel/articles/manufacturing-marketing-trends-and-statistics/, https://www.protocol80.com/blog/manufacturing-marketing-statistics Manufacturers are not investing as much in marketing as other industries (just 8% of their budgets) https://www.onlinemarketinginstitute.org/blog/2018/07/infographic-digital-marketing-manufacturing-industry/ -
Seo On-Page Optimization
SEO ON-PAGE OPTIMIZATION Equipping Your Website to Become a Powerful Marketing Platform Copyright 2016 SEO GLOBAL MEDIA TABLE OF CONTENTS Introduction 01 Chapter I Codes, Tags, and Metadata 02 Chapter II Landing Pages and Buyer Psychology 06 Chapter III Conclusion 08 Copyright 2016 SEO GLOBAL MEDIA INTRODUCTION Being indexed and ranked on the search engine results pages (SERPs) depends on many factors, beginning with the different elements on each of your website. Optimizing these factors helps search engine crawlers find your website, index the pages appropriately , and rank it according to your desired keywords. On-page optimization plays a big role in ensuring your online marketing campaign's success. In this definitive guide, you will learn how to successfully optimize your website to ensure that your website is indexed and ranked on the SERPs. In addition you’ll learn how to make your web pages convert. Copyright 2016 SEO GLOBAL MEDIA SEO On-Page Optimization | 1 CODES, MARK-UPS, AND METADATA Let’s get technical Having clean codes, optimized HTML tags and metadata helps search engines crawl your site better and index and rank your pages according to the relevant search terms. Make sure to check the following: Source Codes Your source code is the backbone of your website. The crawlers finds everything it needs in order to index your website here. Make sure your source code is devoid of any problems by checking the following: INCORRECTLY IMPLEMENTED TAGS: Examples of these are re=canonical tags, authorship mark-up, or redirects. These could prove catastrophic, especially the canonical code, which can end up in duplicate content penalties. -
The Value of Personalization by David Daniels and Nicholas Einstein, the Relevancy Group Research Sponsored by Liveclicker November 2017
The Value of Personalization By David Daniels and Nicholas Einstein, The Relevancy Group Research Sponsored by Liveclicker November 2017 Key Questions ● What is the state of data utilization and personalization overall and across key industries? ● Is there a correlation between personalization sophistication and marketing results? ● How do marketers view the effectiveness of marketing channels? ● Which investments should organizations make in personalization and what business improvements can be expected? ● What personalization expectations do consumers have? Key Takeaways ● Nearly half of organizations are utilizing personalization across their website, display targeting, social and email marketing efforts. ● Marketers that utilize more advanced personalization tactics have greater revenue than those that utilize basic personalization. ● Marketers cite email as the most effective channel and those that utilize sophisticated personalization state it is highly effective. ● Despite the fact that data abounds and both consumer and marketer aspirations are high, email marketers are leaving opportunities behind by not embracing sophisticated personalization tactics. ● Beyond the quality of goods and price, 47 percent (47%) of consumers cite the customer experience as the driver of which brands they decide to purchase from. Fifty-five percent (55%) of consumers state that they like email marketing offers which include relevant products and offers. Brands Are Turning to Personalization to Drive Optimization Nearly half of organizations are utilizing personalization across their websites, display targeting, social and email marketing efforts (Figure 1). Fifty-one percent are utilizing website personalization, social targeting and machine learning technologies to personalize website content. At least one third plan to implement an array of personalization technologies. In analyzing personalization adoption among key industries, we find several crucial trends: ● Financial Services: These firms embrace personalization more than their peers. -
Definitive-Guide-To-Engaging-Email
TABLE OF CONTENTS 03 Why Should I Read the Definitive Guide to Engaging Email Marketing? 04 Part One: What is Engaging Email? 17 Part Two: Trusted 51 Part Three: Always Relevant 97 Part Four: Conversations, Not Campaigns 109 Part Five: Coordinated Across Channels 123 Part Six: Strategic - The New Metrics for Email 136 Part Seven: Graduating from ESP to Marketing Automation 152 Appendix: Email Marketing Experts 153 Appendix: Reference Links 154 About Marketo INTRODUCTION WHY SHOUld I read THE definitiVE GUide to engaging email marKeting? Buyers today are more empowered. Information is abundantly, overwhelmingly available, and buyers are using that easy access to tune out unwanted marketing messages while simultaneously seizing control of their buying processes. In this environment, old- This Definitive Guide to Engaging We hope this guide will help you tell richer, fashioned “batch and blast” Email Marketing (#DG2EEM) covers more compelling, and ultimately more email will serve only to alienate the five attributes of engaging email: engaging stories within your email buyers. With short attention marketing and beyond. Throughout it, spans and intelligent buying and • Trusted you’ll find checklists and worksheets to browsing habits, digitally-savvy • Always relevant help you assess your strategy and consumers want personalized, examples of great email marketing to relevant communications. • Conversational inspire you. • Coordinated across channels To keep up with today’s buyer, you need to know: • Strategic On any given day, the average customer will be exposed • What makes email truly trusted As a “Definitive Guide”, it also covers to 2,904 media messages, will pay attention to 52 and will and engaging all sorts of email topics, including positively remember only four (SuperProfile 2010). -
Direct Marketing with a Digital Twist Direct Mail Versus Email Marketing
Direct Marketing with a Digital Twist Direct Mail Versus Email Marketing Multi-channel marketing is today’s standard, and it seems the debate continues to rage on over Direct marketing vs. Email Marketing. It is never easy to determine whether direct mail or email is the better delivery option for your offer. Both have pros and cons, so why choose. Marketing campaigns always perform better when using multiple channels, and these channels bring their owns strength's to the table. Mail is: Tangible and gives them something to hold. More responsive than digital channels. Trustworthy and legitimate. Email is: The best digital channel. Easy to create. Affordable, interactive and mobile When and How to Send Timing is everything. A well timed campaign can win loyal customers when done correctly, or damage your reputation if done incorrectly. So when is the right time. When: Once you have clearly defined the goal of your campaign, and all the creative is completed. How: Schedule out your approach. It all depends on the audience you’ve chosen to communicate your offer. If you’ve communicated to prospects, here is an example of a good campaign plan: Week 1: Initial Welcome emails (1-3 emails). Identify their need Week 2: Direct mail – Prospects needs and your solution Week 3: Email follow-up Week 4: Call USPS® Informed Delivery®: Mail with a Digital Twist Informed Delivery® , is a service used by consumers to view grayscale images of the envelopes that are delivered to their mailboxes. The service not only allows mail to be viewed online in a digital format, but it also allows the mailer to actively engage the consumer by serving up alternative creative. -
Email Marketing and Social Media Marketing
TThhee PPoowweerr ooff EEmmaaiill MMaarrkkeettiinngg aanndd SSoocciiaall MMeeddiiaa MMaarrkkeettiinngg WSI Whitepaper Prepared by: WSI Corporate The Power of Email Marketing and Social Media Marketing Introduction Generating new sales and repeat business from existing customers is the lifeline of all companies. Your company would simply not be able to grow without existing customers staying engaged with your brand and new leads entering your sales pipeline. By implementing a strategically planned email marketing strategy, your company can generate new leads and nurture existing ones to ensure continued business growth. Email is a tool that nearly everyone uses today, and it continues to grow and be more prevalent among Internet users worldwide. Email marketing is a type of drip marketing technique and is best described as a direct marketing strategy that involves scheduling several promotional messages with relevant contact and specific “call-to-actions” via email. Email marketing isn’t just sending a mass message or a one-time blast to your database. It is a campaign that spans over a period of time. Email marketing should always be considered a strong component of your overall marketing strategy. When accompanied by other marketing techniques (such as social media marketing, which we will discuss in greater detail in this paper), it can reap significant benefits for your company. Back to Basics: 5 Things to Consider with Email Marketing Before deep diving into a strategy to integrate social media into your email marketing, you must first ensure that you are implementing general best practices into your email marketing. Social integration isn’t going to boost your email results if your email campaigns are ineffective or poorly written and designed. -
SEO - What Are the BIG Things to Get Right? Keyword Research – You Must Focus on What People Search for - Not What You Want Them to Search For
Search Engine Optimization SEO - What are the BIG things to get right? Keyword Research – you must focus on what people search for - not what you want them to search for. Content – Extremely important - #2. Page Title Tags – Clearly a strong contributor to good rankings - #3 Usability – Obviously search engine robots do not know colors or identify a ‘call to action’ statement (which are both very important to visitors), but they do see broken links, HTML coding errors, contextual links between pages and download times. Links – Numbers are good; but Quality, Authoritative, Relevant links on Keyword-Rich anchor text will provide you the best improvement in your SERP rankings. #1 Keyword Research: The foundation of a SEO campaign is accurate keyword research. When doing keyword research: Speak the user's language! People search for terms like "cheap airline tickets," not "value-priced travel experience." Often, a boring keyword is a known keyword. Supplement brand names with generic terms. Avoid "politically correct" terminology. (example: use ‘blind users’ not ‘visually challenged users’). Favor legacy terms over made-up words, marketese and internal vocabulary. Plural verses singular form of words – search it yourself! Keywords: Use keyword search results to select multi-word keyword phrases for the site. Formulate Meta Keyword tag to focus on these keywords. Google currently ignores the tag as does Bing, however Yahoo still does index the keyword tag despite some press indicating otherwise. I believe it still is important to include one. Why – what better place to document your work and it might just come back into vogue someday. List keywords in order of importance for that given page. -
Step-By-Step Process to Promoting Affiliate Products
Step-By-Step Process To Promoting Affiliate Products Today, we’re going to get into exactly what affiliate marketing is, what it isn’t, and what you can expect when you get started. By the end of this tutorial, you’ll know why companies pay affiliates handsomely for sending traffic to them, how to find affiliate offers that you can promote, and how to cash out by promoting other people’s products. The beauty of being an affiliate is that most of the overhead in building a business is taken care of for you – you send traffic and you get paid a portion of all the sales that happen as a result of that traffic. It’s a beautiful model, and one I know very well since it’s how I got my start! What Is Affiliate Marketing? When it comes to making money online, there are two different ways you can go about it. You can either: 1. Sell somebody else’s products or services 2. Sell your own products and services Affiliate marketing is best described as: Selling Other People’s Stuff. Being an affiliate, or selling somebody else’s products, is a lot easier to get started with overall. When you promote another product or another company, they do all the hard work. They write the sales copy. They maintain their product. They do customer service and merchant processing… And you, as an affiliate, get a check in the mail! For you, it’s pretty hands off. You promote a product online and get paid! How To Promote Affiliate Products There are tons of ways to promote affiliate products, some more difficult than others. -
Seven Steps to Jump Start Your Email Marketing Strategy
The Essential Step-by-Step Guide to Internet Marketing The Building Blocks for Succeeding With Marketing on the Web 2 The Essential Step-by-Step Guide to Internet Marketing Table of Contents Introduction 3 Step One: Create a Keyword Strategy 4 Step Two: Optimize Your Website 7 Step Three: Create Blog and Other Content 14 Step Four: Promote Content & Participate in Social Media 18 Step Five: Convert Site Traffic Into Leads 22 Step Six: Nurture Leads With Email Marketing 26 Step Seven: Be Mobile-Friendly 29 Step Eight: Analyze & Refine Strategies 31 Conclusion 34 TweetTweet This This Eb Ebook!ook! 3 The Essential Step-by-Step Guide to Internet Marketing Introduction If you‟re reading this ebook, chances are you‟re either a marketing professional or a business owner who understands the importance of internet marketing today. You „get‟ that traditional marketing methods are becoming both ineffective and expensive, and you know that by neglecting to market your business on the web, you‟re missing out on the powerful business results that an effective internet marketing strategy can afford. Whether your business is just getting started with internet marketing or you just want to brush up on the basics, this ebook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step by step. From establishing your initial keyword strategy to leveraging social media to promote content online all the way through to analyzing and refining your strategies, this comprehensive internet marketing ebook will guide you through every essential step you should be taking to effectively market your business on the web, whether you‟re a software company, a chimney sweep, a tailor, or a marketing agency, to name a few.