Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Preface
Author
Introduction
	Learning Objectives of the Book
	Highlights of the Book
Chapter 1 Introduction to CMS, SEO, SEM, and Attribution Modeling
	1.1 Content Management System
		1.1.1 Phase I
		1.1.2 Phase II
	1.2 Types of CMS
		1.2.1 Component Content Management System (CCMS)
			1.2.1.1 Advantages of CCMS
		1.2.2 Document Management System (DMS)
			1.2.2.1 Advantages of DMS
		1.2.3 Enterprise Content Management System (ECM)
			1.2.3.1 Advantages of ECM
		1.2.4 Web Content Management System (WCMS)
			1.2.4.1 Advantages of WCMS
		1.2.5 Digital Asset Management System (DAM)
			1.2.5.1 Advantages of DAM
	1.3 Website Marketing
		1.3.1 Need for Website Marketing
		1.3.2 The Eventual Fate of Web Promoting
	1.4 Digital Branding
		1.4.1 MOST Framework to Address Web Advertisement
		1.4.2 Insights into Perceived Brand Image and Brand Loyalty for Web-Based Advertising
		1.4.3 Digital Media
		1.4.4 Types of Digital Advertising
			1.4.4.1 Display Advertising
			1.4.4.2 Social Media Advertisements
	1.5 Search Engine Marketing (SEM)
	1.6 Native Promotions or Advertising on Social Media
	1.7 Remarketing/Retargeting
	1.8 Advertisement by Videos
	1.9 Marketing by Electronic-Mail (E-Mail Marketing)
	1.10 Search Engine Optimization Concept
	1.11 Method of PageRank
		1.11.1 Benefit of PageRank Measurement
		1.11.2 Demerits of PageRank
		1.11.3 Visualization of PageRank
		1.11.4 Need for Improving PageRank
	1.12 Google Search Engine Results and Actions
		1.12.1 Relevance and Popularity of Search Engines
	1.13 Attribution Modeling
		1.13.1 First-Touch Attribution
		1.13.2 Lead-Generation Touch Attribution
		1.13.3 Last-Touch (Opportunity Creation Touch) Attribution
		1.13.4 Last Non-Direct Touch Attribution
		1.13.5 Last (Insert Marketing Channel) Touch Attribution
		1.13.6 Linear Attribution
		1.13.7 Time Decay Attribution
		1.13.8 Position Attribution
		1.13.9 Position Extended Attribution
		1.13.10 Full-Path (Z-Shaped) Attribution
		1.13.11 Customized Algorithmic Attribution
	1.14 Conclusion
	References
Chapter 2 Website Basics and Development
	2.1 Introduction to Static and Dynamic Websites
		2.1.1 Static Websites
		2.1.2 Dynamic Websites
	2.2 Platforms Used to Build Websites
		2.2.1 WordPress and CMS Employability
		2.2.2 Features
		2.2.3 Pros and Cons
			2.2.3.1 Hypertext Markup Language (HTML)
	2.3 Hypertext Pre-Processor (PHP)
	2.4 Domains, Hosting, and Related Concepts
		2.4.1 Developers’ Hosting Platforms
		2.4.2 Types of Hosting
		2.4.3 Elements of Hosting
	2.5 Do’s and Don’ts of Website Making
	2.6 Tips for Making a Great Website
		2.6.1 Strategize Your Brand
		2.6.2 Approach the Design
		2.6.3 Prioritize Usability
		2.6.4 Prepare for Search Engines
	2.7 Responsive Website
		2.7.1 What Is Responsive Web Design?
		2.7.2 Advantages of Responsive Web Designs
	2.8 Conclusion
	References
Chapter 3 On-Page Optimization
	3.1 On-Page Search Engine Optimization
	3.2 Keyword Significance
		3.2.1 Selection of the Right Keywords for SEO
		3.2.2 Keyword Numbers in Website
		3.2.3 Keywords in Special Places
	3.3 Domain
	3.4 Selection of Correct Domain
		3.4.1 Domain Name Should Be Brandable
		3.4.2 Make It Pronounceable
		3.4.3 Make It Short
		3.4.4 Don’t Use Those Names Which Interfere with Other Similar Organizations
		3.4.5 Make It Intuitive
		3.4.6 Always Go for Broad-Scope Keywords
	3.5 Planning and Designing Website Structure, Content, and Hosting
		3.5.1 Designing Process for Websites
		3.5.2 Scope of the Website
		3.5.3 Overall Designing of Website Structure
		3.5.4 Linear Navigation
		3.5.5 Linear Reciprocal Links
		3.5.6 Database Navigation of Webpages
		3.5.7 Hierarchical Navigation of Webpages
		3.5.8 Hosting
		3.5.9 Web Hosting and Clean Records
	3.6 URL Restructuring
	3.7 HTML and XML Sitemap
		3.7.1 The Rundown
	3.8 URL Structuring
		3.8.1 Keywords Inclusion
		3.8.2 Giving Proper Reading to the Content Words
		3.8.3 Keep It Short and Simple
		3.8.4 Matching of URLs to Titles of Webpage
		3.8.5 Case Sensitivity
	3.9 Picture Naming and Concepts of Title, Alt Tags
	3.10 Meta Tags
		3.10.1 Job of Meta Tags or Tags in SEO
		3.10.2 Google Uses Meta Tags for Ranking
		3.10.3 Role of Meta Tags in SEO
		3.10.4 The Most Effective Method of Writing Meta Tags
	3.11 Keyword Generation Tools
		3.11.1 Google AdWords Keyword Planner Tool
		3.11.2 Tips
		3.11.3 Autocomplete-Based Keyword Suggestion Tools
		3.11.4 Quick Tips for Special Cases and Questions
		3.11.5 Search Terms/Queries for AdWords
		3.11.6 Site Search
		3.11.7 Other Methods for Collecting Keyword Ideas
		3.11.8 Joining Two or More Lists of Terms into a Long Keyword
	3.12 Keyword Density Analysis
		3.12.1 Keyword Density
		3.12.2 Google On-Page Classifiers
		3.12.3 Great versus Optimal versus Overdoing Keyword Density
		3.12.4 Would It Be Advisable to Incorporate Even Use Density Analysis Software?
	3.13 Creator Meta Tag Description and Uses
		3.13.1 Meta Tag Type
		3.13.2 Prescribed Uses
	3.14 Other Basic Meta Tags
		3.14.1 Discretionary or Optional Tags
		3.14.2 Detailed Description
	3.15 Accepted Best Practices for Title, Description, and Keywords
		3.15.1 Geo Tags
		3.15.2 Robots Meta Tag
		3.15.3 Return to After Tag
	3.16 Conclusion
	References
Chapter 4 Link Building and Setup
	4.1 Building, Reciprocal Linking, and Anchor Text
		4.1.1 Link Building for SEO
		4.1.2 The Anchor Text
		4.1.3 Link Relevancy
		4.1.4 Unnatural Links
		4.1.5 Competitor Research
		4.1.6 Technology of Outreach
		4.1.7 Reciprocal Linking
	4.2 Directing Traffic with Robot.txt Files
		4.2.1 Finding the Robots.txt File
		4.2.2 Creation of Robots.txt File
	4.3 Optimization of Robots.txt for SEO
	4.4 Content Writing and SEO-Friendly Content Writing
	4.5 Link Title for Navigation
		4.5.1 Guidelines for Link Titles
		4.5.2 Touchscreen and Title Attribute
	4.6 Google Webmaster Tools
	4.7 Conclusion
	References
Chapter 5 Concept of Off-Page SEO
	5.1 Off-Page SEO
	5.2 Backlink
	5.3 Importance of Backlinks in SEO
	5.4 How to Start Getting Backlinks
	5.5 Dofollow vs. Nofollow Backlinks
		5.5.1 How to Check Whether a Link Is Dofollow or Nofollow
		5.5.2 How Do Search Engines Interpret Dofollow and Nofollow Links?
	5.6 Submissions
		5.6.1 Submission Process
			5.6.1.1 Connect Site with Google Search Console
	5.7 Directory Submission in SEO
		Certain tips for safe approach
	5.8 Article Submission for SEO
		5.8.1 Reasons
		5.8.2 Article Accommodation
		5.8.3 Article Destinations with “nofollow” Links
		5.8.4 Article Accommodation and Article Expansion
	5.9 Press Release Writing and SEO Submissions
	5.10 SEO Plugin Installation
		5.10.1 Instructions to Install a WordPress Plugin
		5.10.2 Introduce a Plugin Utilizing WordPress Plugin Search
		5.10.3 Install a Plugin Using the WordPress Admin Plugin Upload
		5.10.4 Physical Installation of WordPress Plugin by FTP
	5.11 Blog Posting and Comment Writing for Ideal Visibility and to Get More Followers
		5.11.1 Quit Guest Blogging for Links
		5.11.2 SEO and Guest Posting
	5.12 Content
	5.13 Classifieds Posting: Classified SEO Ads: Do They Really Matter?
		5.13.1 Classified Advertising
		5.13.2 How Classified Ads Are Helpful
		5.13.3 Three Sections of Free Adverts
		5.13.4 Benefits of Classified Ads
		5.13.5 Five Benefits of Classified SEO Ads
		5.13.6 SEO for Classified Websites: What to Keep in Mind?
	5.14 Forum Posting
		5.14.1 How Forums Work
		5.14.2 Dos and Don’ts of Forum Submissions
		5.14.3 Advantages of Posting on Forums
			5.14.3.1 Create Connections
			5.14.3.2 Believability
			5.14.3.3 Coaches
			5.14.3.4 To Increase Website Traffic
			5.14.3.5 Building Connections
			5.14.3.6 One-Way Link
		5.14.4 Disadvantages
	5.15 Business Listings
	5.16 Social Bookmarking Sites
	5.17 Estimation
	5.18 Social Networking
		Utilizing social networking sites to get backlinks
		React to demands for your mastery
		Discover individuals making master gatherings and tweet at them; at that point add them to a rundown of master roundups
		All your profile connections are low-hanging links that truly do make a difference! Likewise, utilize your depiction on Facebook for strong connections
		LinkedIn’s distributions highlighted on your profile enable you to share pertinent content you’ve worked hard on as well as create content on LinkedIn that will connect to your more profound asset
		Have a procedure that includes Tumblr and Pinterest as they permit connects and are commonly well-regarded
	5.19 Conclusion
	References
Chapter 6 Search Engine Algorithm and Search Engine Marketing
	6.1 Internet Search Engine Algorithms
		6.1.1 Mechanism of Web Crawlers
	6.2 Algorithm
	6.3 Need for an Update
	6.4 Google Hummingbird
		6.4.1 Scarcely Any Methods for Advancing for Hummingbird
			6.4.1.1 Try Not to Neglect Site Speed
			6.4.1.2 Concentrate on Semantics
			6.4.1.3 Making Incredible Content
			6.4.1.4 Convey and Concentrate on Intent
	6.5 Google Panda, Google Penguin, and Google EMD Update
	6.6 Google Penguin
		6.6.1 For What Reason Are Links Significant?
	6.7 Recovering from Google Panda, Penguin, and EMD Update
		6.7.1 Google Panda Penalty Recovery
		6.7.2 Google Penguin Penalty Recovery
	6.8 EMD Update
	6.9 Staying away from EMD Update
	6.10 Real Ranking Signals
	6.11 Search Engine Marketing Idea
	6.12 Pay Per Click and Quality Score
		6.12.1 Importance of PPC
		6.12.2 Challenges for PPC
		6.12.3 Advertisement and PPC
		6.12.4 Google and Bing Provide Basic Conversion Tracking Within Their Ad Platforms, but Not for Revenue Not for Revenue
	6.13 Cost Per Mille (CPM)
		6.13.1 Cost Per Action (CPA)
		6.13.2 Return on Investment (ROI)
	6.14 Change Rate
	6.15 Strategizing PPC Campaigns and Understanding Performance Metrics
		6.15.1 Dealing with Your PPC Campaigns
	6.16 Objective and Its Setting
	6.17 Significant Metrics for Performance Measurements
	6.18 Detailing Account Structure
	6.19 Compelling Segmentation of Keywords and Usage of Multiple Match Types
	6.20 Non-Overlapping Ad Groups
		6.20.1 For What Reason Do We Truly Require Ad Gatherings?
	6.21 Characterize Performance Metrics
	6.22 Screen PPC Activity with Google Analytics
	6.23 Understanding Reports and Define the Plan of Action
	6.24 Market Analysis and User Psychology
	6.25 Understanding Industry Key Drivers
		Step #1: Pull the information!
		Step #2: Take the information and make it significant
		Step # 3: Are you going up against:
		Step #4: Determine whether you’re getting the full story
		Step #5: Set up alarms, reports, and robotized offering rules
		Step #6: Review your rivals’ messaging regularly
		Step #7: Test your advertisement duplicate methodology
	6.26 Authoritative Positioning and Targeting
	6.27 Comprehend and Connect with the User
	6.28 Promotion Writing Techniques for Advertisement
	6.29 Understanding, Analyzing, and Improving: Relevance and Quality Score
		6.29.1 Enhancing Quality Score
	6.30 Important Landing Pages
	6.31 Significance of UI/UX Design
		6.31.1 UI/UX Configuration Tips
	6.32 Source of Inspiration
	6.33 Advertisement Preview and Other Advanced Tools
		6.33.1 Benefits of Utilizing This Device
		6.33.2 Imagine a Scenario in Which Your Promotion Isn’t Appearing
	6.34 Best Practices Like Using Features Such as Reviews, +1 Button, etc.
	6.35 Offer Management Plan
		6.35.1 First Let Us Comprehend What Is PPC Offering
		6.35.2 Comprehend Offering System
		6.35.3 Revenue/Conversion Strategies
		6.35.4 Perceivability Strategies
		6.35.5 Search Page Location Strategy
		6.35.6 Outranking Share Strategies
		6.35.7 Click-Based Strategies
	6.36 Manual vs. Computerized Bid Management
		6.36.1 Manual Offering
			6.36.1.1 Focal Points of Manual Offering
			6.36.1.2 Impediments of Manual Offering
		6.36.2 Computerized Bidding
			6.36.2.1 Apparatuses Accessible for Computerized Offering
			6.36.2.2 Focal Points of Automated Offering
			6.36.2.3 Inconveniences of Automated Offering
	6.37 Diverse Bid Management Features Like CPA Bidding, Position Preference, etc.
		6.37.1 Cost-Per-Acquisition Strategy
		6.37.2 Upgraded Cost-Per-Click Strategy
		6.37.3 Position Inclination
	6.38 Conclusion
	References
Chapter 7 Multivariate Testing Remarketing and AdWords
	7.1 MVT and Advertisement
	7.2 Significant Test of More Varieties to Identify Larger Errors in Promotional Campaign
	7.3 Artificial Intelligence and MVT
	7.4 Remarketing Fundamentals
		7.4.1 The Most Effective Method to Set up Unique Remarketing in AdWords
		7.4.2 Purpose of Remarketing
		7.4.3 Setting up of Dynamic Remarketing with AdWords
		7.4.4 Dangers of Remarketing
	7.5 Most Common AdWords Display Ad Sizes
		7.5.1 Need for Display Advertising
		7.5.2 Rich Media Formats for Various Networks across the Desktop and Mobile Platforms
	7.6 Advance the Display Network Campaigns
		7.6.1 Identifying Campaign Objectives
		7.6.2 Manufacture the Ultimate Creativity
		7.6.3 Review the Checklist before Going to Upload
	7.7 Remarketing Campaigns
		7.7.1 Target Similar Traffic
		7.7.2 Focus on Proper Place for Adverts
		7.7.3 Look out for Mobile Games
		7.7.4 Focus for Audience in the Market
	7.8 Check Gmail-Sponsored Advertisements
	7.9 AdWords Conversion Setup
		7.9.1 Measurement of Conversion
	7.10 Conclusion
	References
Index