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Digital Marketing Material What is Digital Marketing? Digital marketing,alsocalledonline marketing,isthe promotionof brandstoconnectwithpotential customersusingthe internetandotherformsof digital communication.Thisincludesnotonly email, social media,andweb-basedadvertising,butalsotextandmultimediamessagesasamarketing channel. Essentially,if amarketingcampaigninvolvesdigital communication,it'sdigitalmarketing Whyto choose Digital Marketing? Digital marketingis acareer thathas plentyof roomfor techs,creatives,andbusinesspeople.There are so manyavenuesthatyoucan follow;it’sbesttofocuson one or twothingsthat youdo best, thenyoucan alwayslearnmore fromthere.If youhave a businessorcommunicationsbackground, youmay want to considergoingintomanagement. Thisis a fieldthat’sever-changingandengaging;there’salwayssomethingnew tolearn.Andif you workin an agency,you’ll alwaysbe workingwithdifferentclients,whichmeansyou’ll probably nevergetbored. Beyond this,here are a fewmore reasons to considerthis career. There’sa Digital SkillsGap:There’sagrowingdemandforpeople withdigitalskills,particularlyfor those inthe middle-incomebracket,specificallysoftskills,andaccordingtothisstudy,it’smost pronouncedinthe US. So,stickingwithongoingtraininginthisarea,evenif you’re notacomplete techgeek,isa good thingto bankon intothe foreseeable future. Versatility:If youchoose acareer pathor specializationinthisfieldandyoudecide topivotlater, you’ll likelyonlyneedalittle traininginordertomake the switch.Inthissense,youcan buildon existingskillswhile still learningnew ones,butstill stayinthe same field.There’splentyof choices, here,andongoinglearningopportunities,where differentskillsfittogetherindifferentways. The IndustryisAlwaysEvolving:Asthe industrygrowsandchanges,there’salwayssomethingnew and interestingtolearn,andyoucan follow alongandlearn,whetheryou’re takingthe leadonthese initiativesornot.Since there will be avarietyof specialistsworkinginagivenagency,you’ll likelybe workingalongside professionalswithavarietyof backgrounds,witheveryone havingtocome togethertobuildmarketingstrategies. Earnings:Whena job isin demand,thatmeansthere’smore opportunitytonegotiate remuneration whetheryouare workingin-houseoras a freelancer.Solongasyou“show” yourworkthrough the jobsearch process,you’ll be able tobidhigherandhigherthe more experience youget.Accordingto the Creative Group,contentwritersearlyintheircareerwill likelystartata salaryof at least$45, 000 anda newSEOspecialistwillprobablybe earningabout$50,000 to start. Be Creative:Notonlyisthere plentyof opportunitiesforcreativestodotheirthinginwriting,design and evenvideoandaudioproduction,there’salsoplentyof roomforday-to-daycreativityina general sense.You’ll alwaysbe havingtothink of new waystomarketproducts,solve problems,and engage audiences.
Train at Your OwnPace: Youcan start workingonbuildingthisspecificcareernow,fromthe comfort of yourownhome,and doit yourway. Take online courses,buildablogor a website,workonyour ownsocial media,getsome volunteerorfreelance work,andyou’re onyourwayto buildingasolid portfoliofromthe comfortof yourown home.Formostspecialties,there’snoneedtospend thousandsof hoursand dollarssittingaroundina classroom—youcanreallybuildyourskillsandget trainingina way that suitsyourlifestyle. Work withDifferentPeople EveryDay:You’re alwaysgoingtofindsomethingnew todoin thisfield - and have someone newtotalkto.Whetherit’sa new client,acolleague withaninteresting specialty,orfindingfunwaystoengage andexpandyouraudience,anyone withaninterestin workingwithpeople willdowell inthe social andbusinessendof thiscareer.Andif you’re alittle more on the introverted side,youcanstay behindthe scenesdoingwritingorwebwork. How does Digital Marketing work? While the benefitsof digital marketingare plentiful,understandthateachformof internet marketingfunctionsinitsway.Companieswouldbe wisetoassess the biggerpicture before determiningwhichformsof digital marketinginwhichtoinvestandwhichplatformstouse.It’s generallyrecommendedtocrawl before youwalk–startsmall withyouronline marketingstrategy and growas the companybecomesaccustomedtodifferentareas. Digital marketingishugelyhelpful tofirmsinthatitallowsthemtogrow theiraudience asfaras theirbudgetallows.Onthe otherside of the coin,internetmarketingofferscompaniesthe chance to focusclearlyonmarketing tothe rightaudience.Inotherwords,afirmmay reach the perfect target clientele onalocal,national,orinternational stage,all while stayingonbudget. What are the modulesor ChannelsofDigital Marketing? 1. SearchEngine Optimization(SEO) 2. SearchEngine Marketing(SEM) or Payper Click(PPC) 3. Social MediaOptimization(SMO) 4. Email Marketing 5. ContentMarketing 6. Affiliate Marketing 7. Influence Marketing -------------------------------------------------------------------------------------------------------------------------------------- 1. Search Engine Optimization(SEO) What is Search engine Optimization? Searchengine optimizationisthe processof improvingthe qualityandquantityof websitetrafficto a website ora webpage fromsearch engines.SEOtargetsunpaidtrafficratherthandirecttrafficor paidtraffic. How Search Engine Works? Everytime yousearch,there are thousands,sometimesmillions, of webpageswithhelpful information.HowGoogle figuresoutwhichresultstoshow startslongbefore youeventype,andis guidedbya commitmenttoyouto provide the bestinformation.
Search engineswork through three primary functions: Crawling:Scour the Internetforcontent,lookingoverthe code/contentforeachURL theyfind. Indexing:Store andorganize the contentfoundduringthe crawlingprocess.Once apage is in the index,it’sinthe runningtobe displayedasaresultto relevantqueries. Ranking: Provide the piecesof contentthatwill bestanswerasearcher'squery,whichmeans that resultsare orderedbymostrelevanttoleastrelevant. What are the typesof SEO? Searchengine optimization,orSEO,is the processof improvingyourwebsite toincrease your rankingsonGoogle for keytermsrelatedtoyourbusiness.SEOisone of the most effectivedigital marketingtacticsyoucan investyourtime into,andthere are a varietyof waysyoucan take advantage of the practice. Here are fourkey typesof SEO that you can getstartedon. 1. On Page SEO On-page SEO,alsoreferredtoas on-site SEO,isthe processof optimizingthe contentonyour website.Thisincludesyourkeywords,headers,metatitles,metadescriptions,images,andmore. 1. Title tags 2. Meta descriptions 3. Contentwithtargetedkeywordphrases 4. Headertags and keywordphrases 5. Internal page linkingwithanchortext 6. Image ALT tagsand filenames 7. Make contenteasyto read 8. Meta keywords 9. Canonical Tags 10. WebmasterCode 11. AnalyticsCode 12. Structeddata 13. Robots.txt 14. Sitemap 2. Off Page SEO Off-page SEOisprettymucheverythingthatdoesnothappenonyourwebsite.Off-page SEOisall aboutcreatingexposure andtrustfor yourcompany,whichultimatelycanresult inmore visitorsand sales.
Most off-page SEOworkisfocusedonlinkbuilding.If you’re unaware,linkbuildingisthe practice of gettingotherreputable websitestolinkbacktoyour site. 1. Google My Business 2. GuestPosting 3. Social MediaSharing 4. ForumSubmission 5. Social Bookmarking 6. DirectorySubmission 7. QuestionandAnswer 8. Article Submission 9. VideoSubmission 10. Image Submission 11. DocumentSharing 12. InfographicsSubmission 13. PressRelease 14. Web2.0 Submission 15. Classifieds 16. Local listing 17. BusinessListing What is linkbuilding? Linkbuildingisthe processof gettingSEObacklinksfromotherwebsites. These backlinksactas ‘votesof trust’and increase the authorityof the targetwebsite (providedthat theydon’thave the nofollowattributeattachedtothe link). What are the SEO Tools? As a fairlytechnical discipline,there are manytoolsandsoftware thatSEO reliesontohelpwith optimizingwebsites.Below are some commonlyusedfree andpaidtools: Google Search Console - Google SearchConsole (formerlyknownas"Google WebmasterTools") isa free tool providedbyGoogle,andisa standardtool inthe SEO's toolkit.GSCprovidesrankingsand trafficreportsfor topkeywordsandpages,andcan helpidentifyandfix on-sitetechnical issues. Google AdsKeyword Planner- KeywordPlannerisanotherfree tool providedbyGoogle,aspartof theirGoogle Adsproduct.Eventhoughitis designedforpaidsearch,itcan be a great tool to use for SEO since itprovideskeywordsuggestionsandkeywordsearchvolume,whichcanbe helpful when doingkeywordresearch. Backlink analysis tools- There are a numberof linkanalysistoolsoutthere,the twoprimaryones beingAHREFsand Majestic.Backlinkanalysistoolsallow userstoanalyze whichwebsitesare linking to theirownwebsite,orthe websitesof competitors,andcanbe usedto find new linksduringlink building. Google Analytics- Google Analyticsisawebanalyticsservice offeredbyGoogle thattracks and reportswebsite traffic.
What are the SEO Techniques?  White Hat techniques  Black hat Techniques  Gray hat Techniques White hat SEO techniquesare heroes — tacticsthat workwithinsearchengines’termsof service to improve asite’ssearchengine resultspage (SERP) rankings. Understandingwhat’swhatwhenitcomestoSEO bestpracticesisessential tomaintainthe integrity of yourwebsite,onlinerankings,andvisibility. Here are some of the top White Hat SEO tactics you can use to “play by the rules” to boostyour website’spresence:  Qualitycontent  Content-relevantkeywords  Keyword-richpage titlesandmetadata  Lean code/well-structuredmarkuplanguage  Authoritative inboundlinks  Simple website navigation  Fast page loadingtimes White Hat SEO Techniques Quality contentwrittenforthe benefitof the reader,notthe searchengine crawler,isthe most crucial elementof modern daySEO.It isthe bestway to be rewardedbysearchenginesandhow theyrank yoursite or blog.Alwaysrememberthatqualitycontentisking! Content-relevantkeywordsbasedondisciplinedresearcharoundpage contentismandatory.Also, pay attentionto keywordusage.Sticktoone primarykeywordand2 or 3 secondary/supporting keywords. Keyword-richpage titlesand metadata are alsomandatory.It’seasyto overlookorunderestimate these areas,butoptimizationislow-hangingfruitformostsites. Lean code andsemanticallystructuredmarkuplanguage,includingthe use of keyword-richheading elementsonyourpages,aidsearchenginesinfindingwhatthey're lookingforwhencrawlingyour site. Authoritative inboundlinks thatare gainedorganicallyversuspaidlinkshave become one of the mostimportantelementsinyourSEOefforts.Attainingauthoritative inboundlinkstakestime and dedication,butthe tremendousimpactonhow yourank inSERPs andincreasedoverall site traffic make it well worththe effort. Simple website navigation generallyboostswhere yoursite placesinorganicsearchrankings.Italso helpsvisitorsfindwhattheyneedwithoutgettingfrustrated,whichisawinfor potential conversions. Fast page loadingtimesisa necessitybecause,like simplenavigationormobile optimization, responsive sitesdon’tfrustrate visitorsorencourage bounce.FromanSEO standpoint,site speedis a search engine rankingsignal.Sitesthatare slow inrespondingtovisitorrequestsforwhatever
reason(large images,image carousels,etc.) generallyranklowerinSERPsbecause the user experience isjeopardized.Be mindful of functionalityandfeaturesandhow theyimpactloadtimes. BeingfamiliarwithwhitehatSEOisn’tenoughtokeepyoufrominadvertentlycrossingintoanSEO greyarea or, worse,dosomethingthatviolatessearchengine guidelines — blackhatSEOterritory. Here are some of the top Black Hat SEO tactics to avoid when boostingyour website’svisibility:  KeywordStuffing  Meta KeywordStuffing  LinkFarming  CloakingYourContent  PublishingBadContent Black Hat SEO Techniques Black hat SEOtechniquesare villains — tacticsthatmay geta site higherSERPrankings,butare unethical andviolate searchengine guidelines. Keyword stuffing— hiddencontentmaskedwiththe use of code butstuffedwithkeywordjargonso it's onlyvisibletothe searchengine crawler — mayhave workedinthe past,but searchalgorithms have gottensmarter.Site ownersengaginginthis“numberone no-no”will be subjecttoa heftyfine and/orthe site maybe blockedbysearchengine authorities. Meta keywordstuffing— unnaturallyplacingkeywordsinwebpage metatags,page titles,or backlinkanchortext — is easyenoughfora trainedmonkeytoconduct, butdoesnot positively impactyour SEO.In fact, itcan turnaway searchengine crawlers. Link farming isthe processof gatheringa whole slew of unrelatedwebsite linksthatare typically hiddenfromactual site visitors.Beinglistedonsucha page won't getyou traffic— in fact,it potentiallyputsyouatrisk of havingyoursite flagged. Contentcloaking isa lotlike electronicbaitandswitch.Searchengine spidersare showncontent that doesn’tactuallyappearinthe user’sbrowser.Thisdual path helpssitesrankforirrelevant content,andprovidesunwittinguserswithresultsotherthanthatwhichtheyexpected.A basic example wouldbe providingHTML to searchengineswhile showingimagesorFlashfilestohuman users— a classictrickof spammers. Publishingbad contentprovidesnovalue tovisitorsandreflectspoorlyonyou.Scrapingorcopying contentfromothersiteswasonce nearlyundetectablebysearchengines,whichmade itabit of a rankingsboon.Now,Google andothersearchengines have algorithmsinplace thatnotonly recognize duplicatecontent,butinstantlydown-ranksitesforduplicationorotherlow-quality content Gray Hat Techniques Gray Hat SEO isan SEO practice that's riskierthanWhite Hat SEO,but one that may or may not resultinyoursite beingbannedfromsearchenginesandtheiraffiliate sites.Generally,GrayHat SEO practicesbelonginneitherthe BlackHatnor White Hat categorybecause the termsof service regardingthe issue are unclear. Grey hat consistsof techniquessuchas:
 Cloaking  Purchasingolddomains  Duplicate content  Linkbuying  Social mediaautomationandpurchasingfollowers Let’slookat each of these inturn. Cloaking Cloakingisa practice that showsthe usera differentresultthanitdoesthe searchengine.For Google,it’sconsideredtobe a high-riskpractice thatisinviolationof itsrules.Personally,Iwould put cloakinginthe blackhat category and manywouldagree,butthe jury’sstill outincertainparts of the SEO communitywhere itactuallyfalls. Old Domains The webis a fontof olddomainsthathave beenabandonedandthose thatthe ownersdon’tuse much andthese are oftenusedas a way to create backlinksinordertoimprove rankings.Generally, these tendtobe authoritative domainssothatthe linkappearstobe of a good quality. Duplicate Content Content,content.It’sthe kingpinof the internetandall SEOefforts.We mentionedtext spinners before andwhilstasmall proportionof these canbe effective,it’sstill averydodgyideatouse them.To illustrate,I’mgoingtotake some of the textfromthisarticle andput it intoa free,online textspinnertoshowyouthe results. Purchasing Links One wordof advice:don’t.If youget foundout,youwill geta penalty,it’sassimple asthatand all of the investmentyouhave putintoyoursite will be worthzero.However,youcanlistyoursite on relevantindustrydirectoriesasthis isapprovedof. Social MediaAutomation and Buying Followers By social automation,I’mnottalkingaboutusingtoolssuchas Hootsuite orBuffertoschedule posts. These are legitimate toolsthathelptosave time whenyou’re managingmultiple accounts. However,youcanget othertoolsthat auto-follow andunfollow 1000sof social mediauserswithout youliftingafingerforas little asa fiverfor5000. Thisisone of the few here thatcan be called strictlygreyhat as it’snot made itto Google’sblacklistyet,possiblyassocial signalsare onlyjust becomingimportanttosearchengines. Buyingfollowersmayseemlikeagreatideato make it looklike you’re inwiththe incrowd,butall it actuallymeansisno engagementandthe riskof infectingany true followerswithmalware insome instances.There’snopositivestoitandit’seasyto tell those thathave,as theyhave a Twitter followingfilledwithfacelessprofiles.Organicallyobtainingafollowingisn’tnecessarilyanovernight affair,butit’sworthit inthe end. What are SEO Algorithms? Google’salgorithmsare acomplex systemusedtoretrievedatafromitssearchindex andinstantly deliverthe bestpossibleresultsfora query.The searchengine usesacombinationof algorithmsand
numerousrankingfactorstodeliverwebpagesrankedbyrelevance onitssearchengine results pages(SERPs). In itsearlyyears,Google onlymade ahandful of updatestoits algorithms.Now,Google makes thousandsof changeseveryyear. Most of these updatesare soslightthattheygo completelyunnoticed.However,onoccasion,the searchengine rollsoutmajoralgorithmicupdatesthatsignificantlyimpactthe SERPssuchas: July 26, 2021 Google LinkSpam AlgorithmUpdate Google announcedanalgorithmupdate aimedatidentifyingandnullifyinglinkspamwasbeginning to roll out.Google warnedthatany sitestakingpart inlinkspamtactics couldsee rankingchanges – withsponsored,guest,andaffiliatecontentmostlikelytobe impacted.Googlesaidthe update shouldbe fullyrolledoutin“at least”twoweeksandwill impactmultiple languages. Read: Google LinkSpam AlgorithmUpdate RollingOutonJuly26 July 12, 2021 July 2021 Core Update Completed Google SearchLiaisonconfirmedviaTwitterthatthe July2021 Core Update rolloutwaseffectively completedonJuly12th.No additional detailswereprovided. Read: Google July2021 Update isOver – What Happened? July 1, 2021 July 2021 Core Update Google SearchLiaisonannouncedviaTwitterthe July2021 Core Update is rollingoutandwill take one to twoweekstocomplete.Google’sguidance forcore updatescanbe foundon the Google SearchCentral Blog. Read: Google July2021 Core Update BeginsRollingOut June 28, 2021 Spam Update Part 2 Google SearchLiaison announcedviaTwitterthatthe secondpartof theirspamupdate has begun on June 28th and will likelybe completedonthe same day.The original announcementreferredtoa poston the Google SearchCentral Blog,updatedinApril 2021, on how Google fought Searchspam in2020. Read: Google AnnouncesSpamUpdate Part2 June 23, 2021 June 2021 Spam Update Google’sDannySullivanannouncedviaTwitteranalgorithmupdate targetedatfightingspamwas rollingoutto searchresults.The rolloutof the update was to be completedthe same day.He added
that a secondspamupdate wouldfollow withinaweek.Google revealednospecificdetailsonwhat thisupdate wastargeting. Read: Google RollsOutNewSpamAlgorithmUpdate June 15, 2021 Page Experience Update Google confirmsitslong-awaitedPage Experience updatehasstartedrollingout.Sitesshouldnot expecttosee drasticchangesas a resultof this update,Google says,andanysuddendropsor spikes shouldbe mitigatedbythe gradual rolloutprocess.The rolloutwill be completedbythe endof August2021. Read: Google Page Experience Update BeginsRollingOut June 10, 2021 KnownVictimsProtection On June 10, PanduNayak, Google FellowandVice Presidentof Search,publishedapostonThe Keywordblog.In it,he discussedGoogle’sworktowardsimprovingthe algorithmtodemote sitesthat“employexploitative removalspractices”and“predatorypractices.”He alsoshareda linkpeople canuse to reportonline harassment. Read:Google AlgorithmUpdate Targets Slander June 2, 2021 Broad Core Algorithm Update Google SearchLiaisonDannySullivanannouncedviaTwitterthatabroad core algorithmupdate was aboutto be released.Sullivanalsonotedthatsome plannedimprovementsweren’tquite readyfor thisupdate,sothe parts that weren’treadywill be rolledoutaspart of second,relatedbroadcore algorithmupdate,scheduledforJuly. Read:Google Broad Core AlgorithmUpdate RollingOutJune 2,2021 April 8, 2021 Product ReviewsUpdate Thisnewsearch ranking algorithmupdate wasdesignedtoreward“productreviewsthatshare in- depthresearch,ratherthanthincontentthat simplysummarizesabunchof products.”Intheir announcement,Googlealsosharednine useful questionstoconsiderwhencreatingandpublishing productreviews. Read:Google ProductReviewsUpdate GoesLive inSearchResults Read:Google’sProductReviewsAlgorithmUpdate:Winners&Losers February 10, 2021 Passage Ranking
Google’sPublicLiaisonforSearch,DannySullivan,announcedviaTwitterthatPassage Ranking officiallylaunchedforEnglish-language queriesinthe UnitedStates.AccordingtoGoogle:“This change doesn’tmeanwe’re indexingindividual passagesindependentlyof pages.We’re still indexing pagesand consideringinfoabout entire pagesforranking.Butnow we can alsoconsiderpassages frompagesas an additional rankingfactor….” Read:What Is Google Passage Ranking:16 KeyPointsYouShouldKnow December3, 2020 December2020 Core Update Google confirmsacore algorithmupdate,the December2020 Core Update,is rolledouton December3,2020. Thisis the thirdcore algorithmupdate of the calendaryear.A fair amountof time haspassedsince the lastcore update,comparedtothe average time betweenthese typesof updates. Readmore aboutthisupdate below. Read:What Is a Google Broad Core AlgorithmUpdate? Read:Google on Broad Core AlgorithmUpdate Recovery –4 Takeaways Read:Recoveringfroma Google Core AlgorithmUpdate withLilyRay[PODCAST] Read:Google Confirms Rolloutof Core AlgorithmUpdate Read:Google December2020 Core Update Insights May 4, 2020 May 2020 Core Update Google SearchLiaisonDannySullivanannouncedviaTwitterthatGoogle wouldbe releasingabroad core algorithmupdate.About90minuteslater,he announcedthe update wasunderwayandwould take 1-2 weekstocompletelyroll out. Read: Google ConfirmsMay2020 Core AlgorithmUpdate RollingOutToday January 22, 2020 FeaturedSnippetDeduplication Google’sDannySullivanconfirmedviaTwitterthatwebpagesinafeaturedsnippetpositionwill no longerbe repeatedinregularPage 1 organiclistings.Thischange affected100% of all searchlistings, worldwide. Read:Google:WebpageswithFeaturedSnippetsWon’tAppearTwice onPage 1 Read:Google OffersGuidance onFeaturedSnippetsUpdate Read:Google’sFeaturedSnippetChanges&ImpactonOrganic Traffic[STUDY] Read:Unpackingthe CausalImpactof Google’sDouble-DippingFeaturedSnippetUpdate January13, 2020
January2020 Core Update Google’s DannySullivanannouncedviaatweetthata broad core algorithmupdate wasaboutto be released.Google againprovidedthe same guidance asforall otherrecentbroadcore algorithm updates. Read:Google January2020 Core Update isRollingOutImminently December9, 2019 BERT (Worldwide) Google’sDannySullivantweetedthatBERTwas beginningitsworldwide rollout,andincludedthe followinglanguages:Afrikaans,Albanian,Amharic,Arabic,Armenian,Azeri,Basque,Belarusian, Bulgarian,Catalan,Chinese(Simplified&Taiwan),Croatian,Czech,Danish,Dutch,English,Estonian, Farsi,Finnish,French,Galician,Georgian,German,Greek,Gujarati,Hebrew,Hindi,Hungarian, Icelandic,Indonesian,Italian,Japanese,Javanese,Kannada,Kazakh,Khmer,Korean,Kurdish,Kyrgyz, Lao, Latvian,Lithuanian,MacedonianMalay(Brunei Darussalam&Malaysia),Malayalam, Maltese, Marathi, Mongolian,Nepali,Norwegian,Polish,Portuguese,Punjabi,Romanian,Russian,Serbian, Sinhalese,Slovak,Slovenian,Spanish,Swahili,Swedish,Tagalog,Tajik,Tamil,Telugu,Thai,Turkish, Ukrainian,Urdu,Uzbek,and Vietnamese. Read:Google’sBERT RollsOutWorldwide October 25, 2019 BERT Update Google announcedthe BERT Update,callingitthe biggestchange toGoogle searchin the past5 years.Google usesBERT modelstobetterunderstandsearchqueries.Google saidthischange impactedbothsearchrankingsandfeaturedsnippetsandBERT(whichstandsforBidirectional EncoderRepresentationsfromTransformers) will be usedon10 percentof U.S. Englishsearches. Read:Google AppliesNewBERTModel to SearchRankings,Affecting1-in-10Queries Read:Google BERT Update – What itMeans Read:Google BERT MisinformationChallenged September24, 2019 Broad Core Algorithm Update Google’sDanny Sullivanannouncedviaatweetthata broad core algorithmupdate wouldbe releasedwithinafewhoursandit wouldtake a few daysto complete rollingout.Google’sguidance was the same as it hadbeenforall other recentcore algorithmupdates. Read:Google isReleasingaBroad Core AlgorithmUpdate Today,September24th Read:September2019 Google Update – WinnersandLosers June 2, 2019 June 2019 Core Update On June 2, Google SearchLiaisonDannySullivantweetedthatGoogle wouldbe releasinganew broad core algorithmupdate onJune 3. The nextday,Google confirmedthe update wasliveand
wouldbe rollingouttoits variousdatacentersoverthe comingdays.As isthe case withany broad core algorithmupdate,Google tellsusthere isnothingspecifictofix because acore update encompassesabroadrange of factors. Read:Google AnnouncesJune 2019 Broad Core AlgorithmUpdate Read:June 2019 Broad Core AlgoUpdate:It’s More thanE-A-T Read:Google Broad Core UpdatesAndWhy Some HealthSitesAffected Read:Google’sJohnMuellerDiscussesJune 2019 Update Recovery Read:Google PublishesCore AlgorithmUpdate Guidance March 12, 2019 March 2019 Core Update (a.k.a. Florida2) Google’sSearchLiaisonDannySullivanconfirmedviaTwitterthe release of aglobal broadcore algorithmupdate.SEJconfirmedthisupdate isparticularlyimportantandone of the biggestGoogle updatesinyears.Sullivanonce againrecommendedfollowingthe guidanceitprovidedfollowingthe March 9, 2018 update. Read:Google Update Florida2: March 2019 Core Update Is a Big One Read:March 2019 Core Update:What’sChanged?EarlyInsights& Reaction Read:Data ConfirmsWhyGoogle March 2019 Update FeelsLike aRollback February 13, 2019 Valentine’sDayUpdate Algorithmtrackersand industrychatterindicatedsome sortof unconfirmedupdate tookplace on and before thisdate.However,unlike otherupdates,mostlypositive changesinrankingswere being reported. Read:Evidence of Google Valentine’sDayAlgorithmUpdate October 31, 2018 UnconfirmedHalloweenUpdate Some webmastersreportedchangesstartingaroundHalloween,perhapsindicatingan (unconfirmed) Google update.Butthere waslittle evidence of asignificantupdate here.The more likelycause of the chatterwasspilloverfromthe Augustbroadcore algorithmupdate andGoogle rampingup itsuse of neural matching. Read:WorriedAboutUnconfirmedHalloweenGoogle AlgorithmUpdate? September27, 2018 A "Small" Update On September27 (Google’s20thbirthday),manywithinthe SEO communitybegannoticing significantspikesanddropsintraffic,indicatingsome sortof update wasunderway.Some of the sitesimpactedbythe Augustbroadcore algorithmupdate reportedlymade arecovery.Google’s
SearchLiaisonDannySullivanconfirmed viaTwitterSeptember29that some sort of “smaller” update hadtakenplace (butit wasn’ta broad core algorithmupdate). Read:Google ConfirmsAnAlgorithmUpdate OccurredSeptember27 Read:Google ClarifiesaFewThingsAboutRecentSearchAlgorithm Updates August 1, 2018 Broad Core Algorithm Update Google confirmedviaTwitterforthe thirdtime thisyearthe rolloutof a broadcore algorithm update.Indoingso,Google’sSearchLiaisonDannySullivanrecommendedfollowingthe guidance it providedfollowingthe March9, 2018 update.Thisupdate hasbeenreferredtoas“Medic” bysome inthe industry,eventhoughGooglesaiditwasa general rankingupdate andwasn’tspecifically targetingmedical sites. Read:Google ConfirmsBroadCore AlgorithmUpdate:The Facts& Advice Read:Google SaysRaters GuidelinesisKeytoBroadCore Update Read:Google OffersMore AlgoUpdate Details Read:Social MediaSignalsandAugustCore AlgoUpdate Read:Google:Make ContentMore RelevanttoRecoverfromAugustAlgorithmUpdate Read:Googleron Howto RecoverfromMedic Update April 16, 2018 Broad Core Algorithm Update Google confirmedviaTwitterthe release of anotherbroadcore algorithmupdate,andindicatedit was similartothe March 9, 2018 update,whichwasaboutcontentrelevance. Read:Google ConfirmsAlgorithmUpdate ReleasedonApril 16th March 9, 2018 Broad Core Algorithm Update On March 12, Google confirmedviaTwitterthata “broad core algorithmupdate”hadrolledoutthe priorweek.While Google waslightondetails,Google saidthe changeswere meantto“benefit pagesthat were previouslyunder-rewarded,”andadvisedeveryone to“continue buildinggreat content.” Read:Google ConfirmsAlgorithmUpdate OccurredLastWeek Read:Google’sBroadCore AlgorithmUpdate Examined Read:Google ConfirmsMarch AlgorithmUpdate WasAboutRelevance,NotQuality Read:What Is a Google Broad Core AlgorithmUpdate? December12, 2017 MaccabeesUpdate
Some inthe search communityreportedtheirwebsitesbeinghitbyupdate betweenDecember12 and 14. Google confirmedseveral minorchangestothe core algorithmduringthe timeframe,but downplayedthe significance of the periodof flux Read:Maccabees Update:Google ConfirmsNew Core AlgorithmChanges Read:Google Maccabees Update Analysis:SitesTargetingManyKeywordPermutations(Search Engine Roundtable) September8, 2017 Fall Flux Industrychatterand SEO trackingtoolsindicatedsome sortof (still unconfirmed) Googleupdate may have occurredon thisdate.GlennGabe,presidentof G-SquaredInteractive,alsodetected several noteworthyGoogle changesimpactingtrafficandsearchvisibilitystartingSeptember8.This was followedbyadditional volatilityandfluctuationsonSeptember18,25, and 29, as well as October4, 8, and 12. Read:ExploringThe WildGoogle AlgorithmUpdatesandVolatilityInThe Fall of 2017 (GlennGabe) August19, 2017 QualityUpdate WebmastersandSEO rankingtoolsdetectedsome minorvolatilityonAugust19-20, withsigns indicatingthismayhave beenanother(unconfirmed) Googlequalityupdate.Amongthe ranking casualties:categorypages,pageswithaggressive advertising,lower-quality/thincontent,andother negative userexperience elements,accordingtoananalysisbyGlennGabe,presidentof GSQi.There was some speculationthatGoogle begantestingthisalgorithmonAugust14 because pagesthat were impacted(eitherpositivelyornegatively)onthisdate were furtherimpactedonAugust19. Read:Google Algorithm&RankingUpdate Chatter(SearchEngine Roundtable) Read:The August19, 2017 Google AlgorithmUpdate – AnalysisandFindingsFromA Summer-Ending QualityUpdate (GSQi) July 9, 2017 Quality Update SEO rankingtoolsdetectedsome minorvolatilityonJuly9,potentiallyanother(unconfirmed) Google qualityupdate. Read:SignsOf A Google SearchAlgorithmUpdate OverWeekend(SearchEngine Roundtable) June 25, 2017 June 25 Update VariousSEOtracking toolsdetectedasignificant,thoughunconfirmed,Google updateonthisdate. One analysisfoundthatthisupdate causedthe biggestfluctuationsforpagesrankinginPositions6- 10. While itimpactedmostniches,the goodandbeverage industrywasreportedlyimpactedthe most. Read:A SignificantGoogle AlgorithmUpdate LikelyOccurredonJune 25
Read:The June 25 Google Update:What You ShouldDoNow May 17, 2017 Quality Update StartingMay 17 and lastingforabouta week,SEOtrackingtoolsreportedlotsof SERP volatility. While the impactseemslimited,those sitesimpactedbythisupdate tendedtohave issueswith aggressive/deceptiveadvertising,UXissues,andthin/low-qualitycontent. Read:The May 17, 2017 Google AlgorithmUpdate –Frequencyof QualityUpdates,SurfingThe Gray Area,and Reversals Read:Google SearchRanking& AlgorithmShiftsStillUnderway March 7, 2017 Fred Google’sGaryIllyesjokinglyreferredtothisupdate as“Fred”and the name endedupsticking.But thisalgorithmwasno laughingmatterforthose impacted.Thismajoralgorithmupdate seemedto mainlytargetlow-value content.OnMarch24, Illyesofficiallyconfirmedthe update.ButGoogle has refusedtoshare any more specifics,insteadchoosingtosaythat all the answersaboutFredcan be foundinGoogle’sWebmasterQualityGuidelines. Read:EverythingYouNeedtoKnowAboutthe Google ‘Fred’Update Read:Google'sJohnMueller:"We Make ChangesAlmostEveryDay" Read:3 Examplesof ImpactFromthe March 7, 2017 Google AlgorithmUpdate (AKA Fred) (GSQi) February 7, 2017 February 7 Update Thisunconfirmedmajorupdate resultedinmassiverankingsshiftsinGoogle’sSERPs,whichalso meantmajorincreasesordecreasesforsome websites.Overall,itseemshigher-qualityandmore relevantwebsitesgainedthe mostvisibility. Read:Google SearchAlgorithmUpdate February7th Read:The February7, 2017 Google AlgorithmUpdate –AnalysisandFindingsFromA Significant Core RankingUpdate February 1, 2017 February 1 Update Thiswas a minorand unconfirmedGoogle update.Althoughall informationaboutthisupdate is more speculationthanfact,itseemedtotargetprivate blognetworksorthose doingspammylink building. Read:UnconfirmedGoogle algorithmupdate maybe betteratdiscountinglinksandspam January 10, 2017 Intrusive InterstitialsUpdate
On August23, 2016, Google announcedanupcomingchange thatwouldtargetintrusive interstitials and pop-upsthathurt the searchexperience onmobiledevices.Aspromised,thisupdaterolledout January10, 2017. The impact of thisupdate on rankingswasminimal. Read:Google to Devalue PagesWithIntrusivePop-UpsinMobile Search Read:51% Haven’tFeltthe Effectsof Google’sMobile InterstitialsPenalty[POLL] Read:7 Tipsfor UsingPop-upsWithoutHarmingYourSEO November10, 2016 UnnamedUpdate Searchindustrychatterand data fromSEO trackingtoolsindicatedsome sortof unconfirmedGoogle update happenedonNovember10. Read:A Google SearchUpdate AppearstoHave Occurred onNovember10th [DATA] September23, 2016 PenguinUpdate 4.0 & Core Algorithm Integration The final update tothe Penguinalgorithmsaw itintegratedintoGoogle’score algorithm, meaning Penguinwasnowevaluatingwebsitesandlinksinreal-time.Anotherbigchange wasPenguin devaluedlinks,ratherthandowngradingthe rankingsof pages. Read: A Complete Guide tothe Google PenguinAlgorithmUpdate Read:PenguinisNowa Real-Time Componentof Google’sCore Algorithm June 1, 2016 Quality Update ThoughunconfirmedbyGoogle,dataindicatesthatanothercontent-relatedQualityUpdate to Google’salgorithmbeganrollingoutaroundJune 1,withadditional searchrankingvolatilityseenon June 8, 21, and 26. Read:The PhantomReturns:All AboutGoogle’sQualityUpdates Read:Data SuggestsA Google AlgorithmUpdate OccurredinJune 2016 Read:News SitesBenefittingFromJune’sGoogle QualityUpdate [STUDY] May 12, 2016 Mobile-FriendlyUpdate (#2) The secondMobile-FriendlyUpdate (or“Mobilegeddon2”) wasan update toGoogle’sfirstmobile- friendlyupdate,meantto“increasesthe effectof the rankingsignal.” Read:Mobilegeddon:A Complete GuidetoGoogle’sMobile-FriendlyUpdate January 11, 2016 Panda Core AlgorithmIncorporation
Google confirmedthatPandahadbeenincorporatedintothe core Google algorithm, evidentlyas part of the slowPanda4.2 rollout.Inotherwords,Pandawasno longera filterappliedtothe Google algorithmafteritdoesitswork,but isincorporatedasanotherof itscore rankingsignals.Ithasbeen clarified,however,thatthisdoesn’tmeanthe Pandaclassifieractsin real time. Read:A Complete Guide tothe Google PandaUpdate Read:Google’sPandaNowPart of Its Core RankingAlgorithm Panda (2011) Google Pandaisa filterfocusedonlow-qualitypages,thincontent,keywordstuffingandduplicate content.Itwas incorporatedintothe core algorithmin2016 androllsout regularly. Penguin(2012) An importantalgorithmupdate thatfocusedonanykindof manipulative (low-quality,spammy, irrelevant,over-optimized)links. Hummingbird(2013) Hummingbirdupdate improved the wayGoogle understandsandinterpretssearchqueries;ashift fromexactkeywordstotopics Pigeon(2014) Pigeonfocusedonthe improvementof the local resultsbothintermsof qualityandaccuracy. Mobile Update (2015) Thisupdate isalso knownasMobilegeddoninthe SEOcommunity.Itfavorsmobile-friendlypagesin mobile searchresults. RankBrain (2015) As mentionedearlier,RankBrainisamachine-learningcomponentof Google’sHummingbird algorithmthathelpsprovide more relevantsearchresults. Fred (2017) Fredis an unconfirmedupdatethatseemedtofocusonlow-quality,ad-centeredcontentthat violatesGoogle SearchQualityGuidelines. Medic(2018) A broadcore algorithmupdate thatheavilyaffectedthe so-calledYMYL (yourmoneyyourlife) pages,especiallyhealth-relatedcontent. Bert (2019) Anothermachine learningalgorithmfocusedonabetterunderstandingof the contextof a search query.Itis basedonthe natural language processingmodel calledBERT. BenefitsofSEO 1. You Can Generate More QualityLeads 2. You Don’t Have to Pay to RankOrganically
3. People TrustOrganicResults 4. You Can Stay Aheadof The Competition 5. You Can Measure SEO Results 6. SEO Is a Long-termMarketingStrategy 7. ProvidesBetterUserExperience 8. You Can BuildRelationshipswithOtherWebsites 9. AllowsforQualityTraffic 10. PromotesBrandAwareness -------------------------------------------------------------------------------------------------------------------------------------- SearchEngine Marketing (SEM) or Pay per Click (PPC) SEM, or searchengine marketing,isthe actof usingpaidstrategiestoincrease searchvisibility. In the past,search engine marketingwasaterm usedtodescribe bothsearchengine optimization(SEO) andpaidsearch.But now,italmostalwaysrefersonlytopaidsearch marketing. SEM,or search engine marketing,isthe act of using paid strategiesto increasesearch visibility. Brandspay foradsto appearassearch results on search engine resultspages. WithSEM, brandspay forads to appearas searchresultsonsearchengine resultspages(SERPs). Theytarget selectkeywordssothatwhena usersearchesforthose terms,theysee anad from the brand. The brand ischargedonlyif a userclicksonthe ad. Paidsearchads can be foundonalmostany searchresultspage.These paidplacementsare typicallylocatedatthe topand bottomof the page.Theyinclude an“Ad” designationtolet usersknowthat itis a paidplacement.
Some paid search ads may also appear as products in a featured carousel.
Search Marketing,SEO, and SEM: What’s the Difference? To fullyanswerthe question,“whatisSEM?” it helpstoknow how SEM isdifferentfromother termsrelatedtosearch marketing. Search Marketing Searchmarketingisan umbrellatermthatreferstoany tactic usedto increase abrand’ssearch visibilityorgeta brandto appear more frequentlyinsearch.Itmayinclude apaid SEMstrategy, an organicSEO strategy,or both. Search Engine Optimization(SEO) Searchengine optimization,orSEO,usestactics that improve organicvisibilityinsearch.UnlikeSEM tactics that payfor placementonSERPs,bestpracticesforSEO aimto attract searchenginesand earnprominentorganicsearchplacements.Organicsearchresultsdon’thave an“Ad”designation on theirresults.Theyare notpaidfor; theyare earned.
Pay-Per-Click (PPC) Marketing While trying to answer the question, “what is SEM?” another term you will encounter is pay per click marketing or PPC. PPC is a paid marketing strategy where a brand creates a digital ad and is charged each time a user clicks on it. When PPC ads are shown in search results, this is considered SEM. But PPC isn’t always related to SEM. When PPC Strategies are used on channels other than search, this is not considered SEM. For example, PPC can be used on sites that support digital ads like Promoted Tweets or Facebook Ads. PPC also includes Google display ads, where brands are charged when a user clicks on a banner ad on a website. So while PPC is an SEM tactic, it can also refer to a type of social or display ad marketing. What’s the difference between SEM and PPC? Though these terms get used interchangeably, there is a difference between Search Engine Marketing (SEM) and Pay-Per-Click. SEM is an umbrella term that encompasses PPC but is not limited to only this form of advertising. It references activity that intends to improve how easy it is to find a website through a search engine. SEM is both paid and unpaid, PPC, or organic traffic. PPC is online advertising that works with search engines and other channels such as video ads (YouTube) and picture ads (Instagram/Facebook). SEM Fundamentals:Terminology, Platforms, and Tactics So far we’ve covered:  What is SEM?  What is the difference between search marketing, SEO, SEM, and pay-per-click marketing? Next we’ll review SEM fundamentals like the terminology, platforms, and tactics that are related to paid search engine marketing. SEM Platforms An SEM platform is a search engine where a brand can place search ads that are displayed when users perform a search. The most common SEM platforms are Google and Bing.  Google Ads is the most widely used SEM platform. Billions of Google searches are performed a day, so it can help you get in front of the largest online audience.  Bing Ads claims to connect with 3 million searched that Google can’t reach. By serving ads on partner sites such as Yahoo and MSN, Bing Ads help you connect with searchers who aren’t exclusively using Google for search. Types of SEM Keywords SEM keywords are the terms and phrases that you target in your search engine marketing campaigns. When users search for those keywords, they see your ads. For example, if your campaign targets the term “virtual assistant,” your ad may show when a user searches for that phrase.
When you set up an SEM campaign, you choose the keywords you want to target and/or avoid. There are four types of keywords you can use in your SEM campaigns. 1. Broad match keywords target variations of a term. This includes similar phrases, singular or plural forms, misspellings, stemmings, or synonyms of the target term. For example, when targeting the broad match keyword virtual assistant, a campaign may also target virtual assistants, online assistant, and virtual team. 2. Phrase match keywords target the exact phrase, plus any phrases that have words that come before or after the target keyword. For example, when targeting the phrase match keyword virtual assistant, a campaign may also target best virtual assistant, find a virtual assistant, and hire a virtual assistant. 3. Exact match keywords target words that are very closely related to the target term. This includes misspellings, singular or plural forms, stemmings, abbreviations, reordered words, paraphrases, or closely related words with the same search intent of the exact match term. For example, when targeting the exact match keyword virtual assistant, a campaign may also target virtual assistants, virtual assistance, and virtuals assistant. 4. Negative keywords exclude terms that you don’t want to target. Negative keywords are variations of broad match, phrase match, and exact match keywords that you don’t want to use in your campaign. These terms may be semantically related to your keywords but unrelated to the search intent of the target term, your campaign, or ad copy. Examples of negative keywords for the target term virtual assistant may include virtual assistant salary or virtual assistant training. If the ad were trying to target companies looking to hire a virtual assistant, the intent for those terms wouldn’t be relevant; therefore, they should be excluded from the campaign. SEM Targeting Targeting keywords tells a search platform when to show your ads. SEM targeting takes it one step further. Through targeting, you set additional parameters for when your ad should show and who it should show to.  Location targeting sets ads to only show to people who are within a certain ZIP code or geographic area.  Ad schedule targeting sets ads to only show at certain times of the day or during specific days of the week.  Demographic targeting sets ads to only show to people who fit certain demographic categories based on age and gender.  Device targeting sets ads to only show to users on specific devices such as mobile phones, desktops, or tablets. SEM Account Structure Account structure is the way your SEM campaigns are organized and set up. It groups relevant themes and keywords to create campaigns within your account. This Google chart shows the hierarchy of how the account structure works.
Campaigns: As the highest level within an account, each campaign has its own unique goal, budget, bid strategy, and targeting settings. Campaigns are often used to organize accounts into larger themes related to specific products, services, target audience types, or promotions. For example, a platform that matches virtual assistants with clients might have two campaigns, one to target people looking for virtual assistants and one to target people who are virtual assistants. Ad Groups: Within a campaign, there are ad groups that break the campaign into even more specific themes. Most campaigns have a few different ad groups, and it is recommended not to exceed seven to 10 ad groups per campaign. For example, the campaign targeting virtual assistants might have two ad groups: one targeting part-time virtual assistants and one targeting full-time virtual assistants. Keywords and Ads: Each ad group has its own set of target keywords and ads. The keywords and ad copy target the ad group’s unique audience and theme. It is recommended to have two to three ads and no more than 20 keywords per ad group. For example, the ad group targeting full-time virtual assistants might create ads and use keywords that speak directly to virtual assistants looking for full- time work, whereas the ad group for part-time virtual assistants would target keywords and use language about part-time work. SEM Ad Copy For the most part, SEM ad copy mimics organic search results. But they also have options for showing additional information. A standard ad usually includes two headlines, a description, and a website URL. You can also add:  Sitelink extensions  Callout extensions  Call extensions  Message extensions  Location extensions  Advertiser ratings  Price extensions  Structured snippet extensions
SEM platforms may also offer additional search ad formats such as product carousels. The SEM Ad Auction When you set up an SEM campaign, that doesn’t mean your ad is going to show every time someone searches for your target keyword. SEM platforms have a built in system that decides if and when your ad shows, and how it competes with other brands that are targeting the same keywords. This system is called an Ad Auction, and it is based on three factors.  MAX CPC Bid – the maximum amount you are willing to pay when someone clicks on your ad.  Quality Score – a rating that the platform assigns to your ad. There is no clear formula for Quality Score, but it is believed to be based on factors such as your click-through rate (CTR), the relevance of keywords to the ad group, the relevance of landing page to keywords, and historical ad performance.  Ad Rank – a rating that the platform gives to your ad to determine where it will show on SERPs. The higher your Ad Rank, the better placement your search ad will have. These three factors are used to determine who “wins” the Ad Auction and gets the best placement on search engine results pages. Max CPC Bid x Quality Score = Ad Rank 3. Social MediaOptimization(SMO) Social media optimization (SMO) is the process of optimizing your website to make it more “sociable.” In other words, SMO makes it easier for your business to get discovered online by all the rightpeople!(That’swhySMOissometimescalled“searchmarketingoptimization”.) SMO bridges the gap between your site and your social presence (meaning, your Facebook-Twitter- LinkedIn-Instagram-whatever accounts), making you more visible on the web, and giving your audience more waystoconnectand interactwithyou. When done right, SMO keeps your brand messaging consistent across all networks, improves your site rankings on search, drives traffic from social sites and organic search, and boosts awareness of youand your brand.
HOW TO OPTIMIZE SOCIAL MEDIA CONTENT To determine what type of content is best suited for their audience, social media managers usually begin by identifying what their followers are looking for and where they are looking for it. This often includes examining which social media platforms offer the greatest opportunities for engaging with their ideal customers. Social networks like Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube, and Pinterest each cater to a distinct demographic of users, so part of social media optimizationistailoringthe contentaccordingly. Especially on hashtag-driven networks like Instagram and Twitter, social media optimization also involves identifying hashtags that will increase the likelihood of a user seeing a specific piece of content. For example, a car repair shop would research trending hashtags that are relevant to the automotive service industry and use them strategically to get their content in front of their targeted audience. Most networks have specifications for the type of content that can be shared. They indicate what aspect ratio(s) images/videos should have, as well as character limits for text and how many hashtags, images, and links can be included in one post. All of these specifications are important considerations when developing a social media optimization strategy. Social media management tools like Hootsuite, Buffer, and Later are helpful for organizing and planning content according to each network’srequirements. SMO VS. SEO Social media optimization and search engine optimization (SEO) are also closely related. Search engine optimization involves keyword planning and adjusting site content to maximize the chances of the site ranking among the search results for those terms. This largely depends on each search engine’s algorithm. These algorithms often consider how a website’s links perform on social media when determining the overall search performance, so a website’s SMO strategy is an important tool for SEO as well. 4. Email Marketing Email marketingisthe use of email topromote productsor serviceswhile developingrelationships withpotential customersorclients. Itisessentially directmail done electronicallyinsteadof through the postal service. Importance of Email Marketing  Costslesserascomparedto othermarketingchannels  Showsa higherROI(returnon investment)  Helpsinattractingnewcustomers  EasierIntegrationwithothercommunicationchannels  Assistsincreatingtargetedandpersonalizedmessages  Helpshigher-intentclienttoengage withyourbusiness
 Helpsreachinglargeraudiencesandevensmallertargetedlists Types ofEmail Campaigns There are a variety of email campaigns that can be used to interact with your target audience. And here’showyoucan optimize eachtype of email campaign:  Welcome emails  Newsletter  Promotional emails  Abandonmentcartemails  Re-engagementcampaign  SponsorshipEmails Email MarketingTools Selectingthe righttool foryouremail campaignisessential,asitwill helpgrow yourbusinesses. With the tool, it's easier to identify the right templates for your emails. Selecting the right tool can help to share engaging emails such as welcoming a new subscriber, notifying clients of a sale, etc. These are some of the mostwidelyusedtoolstoensure youhitthe markeverytime: 1. Mailchimp 2. Marketo 3. ConvertKit 4. Sendinblue Mailchimp  It isa reliable andfeature-packedtool thathelpsgrow businesses  Offersbasicanalyticsthatare helpful for inboundcampaigns  It helpsinboostingleadtrackingandconversions  It isa cost-efficienttool forbusinesseshavinglessthan2,000 subscribers Marketo  It has variouspricingoptionsthatcanfit intodifferentcompanies'budgets  It is suitable for medium-sized organizations and provides serviceswhich can be focused on lead management,emailmarketing,andmobilemarketing  It's easyto learnand setup.Andyou pay onlyforthe optionsthatyou use
Convertkit  Easy understanding of autoresponder sequence and enables us to create segments of the target audience  Helps to grow businesses through attractive forms, dynamic emails, trackable data, and simple automationfeature  Newfeaturesare regularlyupdatedforbetterusage SendinBlue  Automationworkflowspeedsupsthe taskandenhancesthe userexperience  Optimizesopenandclick-throughratesbyschedulingtime anddate fordeliveringemails  Easy to create a professional newsletterwithitsadvancedfeatures BenefitsofEmail Marketing 1. Easy and effective Reach 2. Resultdrivencredibility 3. Good Engagement 4. Generationof Leads& Calls 5. Interactive Communication 6. BoostingSales 7. Get StartedQuickly 8. LessinvestmentMore Profit 9. OffersaPersonal Touch 10. Attract NewClients 5. ContentMarketing What is ContentMarketing? Contentmarketingisthe provenpractice of generate interestinabusinessanditsproducts/services by creatingvalue forcustomersthroughengagingandinformative content.Asamarketingpractice that spanstraditional anddigital channels, contentmarketingisanintegral componentof any successful marketingorganization. What is the Use of Content Marketing? The growth of the World Wide Web, social networks, and mobile technologies has changed the relationship between consumers and businesses. Average consumers today don’t buy a product just
by passively watching its advertisement on a billboard. They research on Google to compare similar products, read the product’s review online by experts, andeven ask their friends on social networks, before spendingtheirmoney. As a result, businesses need to rethink their traditional marketing strategies and channels if they want to earn the trust of their customers and influence their buying decisions. This is where content marketing plays an important role. It helps businesses to attract potential consumers’ attention towardstheirproductsby highlightingandpromotingtheirkeyfeatures. ContentMarketing Strategy Before you create a content marketing strategy for your business, you need to define the goals first. What are you trying to achieve with your content? Is it more subscribers to your blog? Or isit traffic acquisition? Or maybe, you want certain sales pages of your website to convert? Whatever they are, youneedto clearlylistthe goalsbefore youevenbeginlayingdownthe strategy. That being said, there are certain overarching elements to a content marketing strategy which are the same, regardless of your goals. They are listed in brief below, as we will look into them in detail laterinthistutorial:  Understandingyourcustomers  Buildingyourbrandmessage orstory  Definingthe contentyouwanttocreate  Measuringthe successof your contentmarketingefforts Content Marketing Blogs What is Blog? A blog is an excellent tool for creating and publishing content. It can be your website’s home base or a hub for your content, where you can write posts such as product announcements, service guides, thought leadership articles, press announcements, and more. It is basically a platform for youto share yourideasandthoughtswiththe world. How a Blog Works There are certainbasicrulesthatyou needtofollow,especiallyif youare writingabusinessblog:  Know your audience and keep in mind the goals you’re trying to achieve through your blog. Track if these goalsare beingmetviaGoogle or yourcustomanalyticstool.  Write down killer headlines which will improve the open-rate of your blogposts, especially if youare marketingitviaEnewslettersorlife-cycle emails.  Design your blog so thatit not onlylooks beautiful but helps your customers to easily find items such as the RSS subscription icon, a search box, your contact information, and social sharing icons.  Make sure that you have categorized your topics well. Add relevant keywords and tags to your topicsso that customerscaneasilyfindthe blogposts.  Keep an eye out for spam comments and enable the comment moderation feature which allowsyoutofilterspams.
BenefitsofMaintaininga Blog A blog is primarily a community-building tool, a place for generating leads based on new subscriptions, which might also directly or indirectly lead to a sale. It is also an excellent tool for content maximization, for instance, let’s say you have created a new video tutorial for your customers, which you’ve published on your website and on YouTube. Now, you create a blogpost for the same and market this video on your blog. Most importantly, your blog helps to nurture good relationswithyourcustomersandretainthemlonger. Lifecycle Emails & eNewsletters What are Lifecycle Emailsand eNewsletters? Lifecycle emails and eNewsletters are basically permission-based emails that offer value to your customers. When your customers sign-up for your product or service, you can prompt them for these email subscriptions. While eNewsletters are typically distributed weekly or monthly, the distribution of lifecycle emails can vary accordingto your campaign.Let’slookat whenandwhyyou can sendthese emails. How do Lifecycle Emails Work? These are emails with educational content in them for new customers. By educational content, we mean certain insights, strategies, or know-how’s that you as a business offer to your customers in orderhelpthemwiththeirtasks. For instance, let’s say you are an eLearning company which sells training software to companies. You can create lifecycle emails, which provide your customers with helpful strategies in overcoming training-related challenges such as reducing costs and saving employee work-hours. You can spread these life-cycleemailsoverthe course of a week,month,orevenayear. How do eNewslettersWork? eNewsletters are emails you send out to both existing and new customers. The emails can contain information about your product, service, or even company-related information. You can include full-length articles or short image-based content, which links out to some specific landing pages of your website. BenefitsofUsingLifecycle Emails and eNewsletters The benefits of circulating lifecycle emails and enewsletters are manifold. Since lifecycle emails are targeted for your new customers, their primary goal is to drive your sales funnel. However, you are not directly pitching your customers a product or a service. Instead, you are trying to offer them value, so that they look at you as thought leaders in the industry. In that sense, it is more of brand buildingbutone thatgentlypushesyourcustomerstowardsasale. An eNewsletters is a promotional tool for your content. For instance, you can email your customers a new whitepaper, an ebook, a webinar, or a video that you have recently created. You can also
create aggregated content such as a round-up of all your blogposts for a particular month and send it outas an eNewsletterstoyourcustomers. WhitePapers & Case Studies Both whitepapers and case studies are primarily B2B marketing content, however there is a thin line of difference inthe waytheywork. What is a Whitepaper? A whitepaper, also called a research paper, is a kind of an extended report which focuses on a particulartopic,elaboratesit,andexplainsitindetail.  A whitepaper is a long and linear narrative which argues a certain concept, while backing the argumentwithdata andresearch.  The language used in a whitepaper is formal, which might also include technical jargon used by experts.  A whitepaper can consist of statistical tables, quotes from leading research firms,excerpts from academicbooks,etc.  The contentsof a whitepapershouldbe text-heavymeantfordeepreading. Purpose of Writinga Whitepaper With a whitepaper, you can talk about your expertise and educate prospective customers about your business. If you sell a product or provide a service, which customers buy or subscribe to only after due research, then you can come up with a whitepaper which guides them in their buying decisions. What is a Case Study? Case studies feature a client story, narrating how a client used your product or service to achieve its businessgoals.  A case studyis typicallyafirst-personnarrative writteninthe formof a story.  It isa testimonial whichrelatesareal-life event.  It is written in a simple format telling readers about a certain company’s challenges, solutions and results,attimesusingdirectquotesfromthe company. Purpose of Writinga Case Study A case study is basically trust-building content. It is created with the intent to build your credibility and trust among your customers by sharing a real-life story. For instance, if your company sells training software and solutions to other companies, then a possible case study might feature how a certain company used your tools to bring down its training costs and save time. You can market this case study as a press announcement, email campaign, and even host this content on a particular landingpage of yourwebsite.
eBooks & Digital Magazines What is an eBook? An ebook is like a whitepaper but it is more informal, loose, and more playful. The language used is more everyday talk and is designed in a visual manner. The content must be entertaining and easily consumable withboldheadlines,callouts,andbulletedlists.  An ebookiswritteninaveryconcise style keepinginmindthatreadersskimandskip.  The content is highly-visual and the ideas and concepts an ebook contains have to be interestingandpreferablythosethatare trendingandcurrent. BenefitsofUsingeBooks Ebooks are awesome because they can bring your website traffic and generate more leads. You can market free ebooks, as an incentive for new customers to subscribe. When they land on a specific page of your website, you can prompt them to collect their free ebook. You can also market these ebooks via email campaigns. However, make sure that you add clear call to action buttons in your ebookssothat readersare directedtoyour keypages. What is a Digital Magazine? A digital magazine is a periodical, which is something in between a PDF and a traditional magazine. It can be a fortnightly or monthly magazine containing a variety of content from articles, videos, podcasts,and more. A digital magazine is an awesome tool for presenting a ton of content that you already have but don’t want to host on your main website. For instance, you can create a digital magazine consisting of infographics, podcasts, videos, etc. You might not want this content to be an integral part of your website, but you still want them as they serve a specific purpose such as capturing long-tail SEO keywordsthatyourwebsite’scontentdoesn’t. BenefitsofUsingDigital Magazines Digital magazines can become a great hub for your content. For instance, you can create content around certain keywords and host them in your digital magazine. It is also an excellent platform for integrating all your offline content such as brochures, books, etc. and giving them an online presence. Mobile & Web-Based Applications What are Mobile and Web-basedApplications? Mobile as well as web-based applications are awesome tools for marketing your content to a populace, which is increasingly using their smartphones instead of their PCs to access the Internet. Though mobile apps are in the trend, you should not limit yourself to these. You should also create web-based applications, which are built to serve a specific use and customer base; and can be accessedfromdesktops,laptops,andevenmobiles. How to Use Mobile Appsfor ContentMarketing
If your business is about selling a service or a product online, then you should definitely consider creating a mobile application as one of your priority content goals. You can create a native app built for specificplatformsanddevicessuchasAndroid,iPhone,iPad,Blackberry,andmore. One of the reasons why you should create mobile applications as part of your content marketing strategyis because today most people access the internetfrom their smartphones rather than their PCs. Having a mobile application for your business helps you capture this customer segment and drive more trafficandsales. How to Use WebApplicationsfor ContentMarketing You can create web-based applications that are mobile responsive and market them on specific marketplaces such as Chrome Web Store. You can also host these web-based applications on your website to help your customers tackle a problem or complete a task. For instance, let’s assume your company sells insurance policies. You could create a custom application such as a tax calculator, which will calculate the tax savings of users who want to take a certain policy. Customers can download these applications and use them when they want, with or without aninternet connection. You need to develop a web-based application if it helps your customers complete a task they perform on a daily basis. Web-based applications bring in new customers onboard as they sign-up or download these applications. It also helps in retaining existing customers, while positioning you as a thoughtleaderinthe industry. Podcasts & Webinars What are Podcasts and Webinars? Podcast and webinars are spectacular pieces of content that can be easily consumed, by an audience, without any hassles. Unlike an online video, customers can listen to your podcast or webinar anytime, whether they’re driving or jogging. That being said, both podcasts and webinars can use videos. However, audio podcasts are more popular and preferred by most people, while a webinartypicallyisaccompaniedbyonlinepresentations. A podcast is primarily a one-way communication, where you pre-record a discussion on a topic that will interestyourcustomers,andthenreleaseitforyouraudience. A webinar goes a bit further, as it is a participatory experience, where attendees can access the conference viaaweblinkora meetinginvitation. Tips to create a successful Podcast  You can create a podcast out of your existing videos such as those with a presentation or speech.Simplyremove the visualsandcapture onlythe audio.  Research on what kind of podcast you want to create. Listen to some podcasts and see if you like the casual andconversationstyle orthe more formal businessmeetingkindof talkshow.  Keep your podcasts short enough to be engaging and long enough to be useful. A 30-minute podcastis prettymuchthe standard.  Do not forget to plan and make notes of what topics and things you will be discussing in your podcast.Thishelpsyouto stay focusedandnotstray fromthe maintopic.  You can also add music to the opening and closing of your podcast but always use licensed music,as youdon’twant anylawsuits.
Tips to create a successful Webinar  Research the problems your customers are facing and always tackle these issues in your webinars.  Your webinar can be a how-to content which offers specific steps and information or thought provokingandstrategiccontent.Decide whichone worksbestforyourcustomers.  Create a storyboard where you have the structure of your webinar fully laid out. This helps you to progresslogicallyandstepbystepthroughthe webinarwithoutconfusingparticipants.  Create really catchy titles such as “Top 5 Essential Strategies for Creating a Killer Facebook Page.” BenefitsofUsingPodcasts  A podcast is a great tool to talk to your target audience and can be a great community-building tool.  You can distribute the podcasts as an RSS feed on your website or on podcast directories such as iTunes.  The best thing about podcasts is that you can take any existing content that you have such as a presentation,video,orevenablogpostandthenre-hashitto create a script foryour podcast. BenefitsofUsingWebinars  Webinars, or webcasts as they are alternatively called, are very effective for B2B content marketing.  Webinars are primarily looked upon as educational content and helps you to set yourself as a thoughtleaderinthe business.  By offering quick and actionable tips that resonate with your audience, you can earn their trust and word-of-mouthrecommendation. Videos & Infographics What are Infographics? Almost every business today creates a video or infographics as part of their content marketing program. In a business context, you can use videos to give customers a guided tour of your product or service. With infographics, you can help your customers understand a specific problem that you solve forthem. However, the use of videos and infographics are not limited to product tutorials and guides. With the unprecedented growth of video sites like YouTube and Vimeo and infographic sites like Listly, you can use videos and infographics to create brand awareness, generate sales leads and establish yourself asa thoughtleaderinthe industry.
Tips to Create a GoodInfographic Contrary to popular belief, it is not an expensive affair to create a decent video or an infographic. However, the focus must not be solely on creating content that goes viral but content that tells a storythat your customerswill findinteresting.  Even if it’s about your product or service, it doesn’t have to be overtly serious. Create video or infographicsthatentertain,whileatthe same time,educate yourcustomers.  List out what your video or infographic will feature. Will it tell a real story of only your company or include yourclients,vendors,customers,etc.?  In the case of a video, the first part is to create an excellent script. The second part includes the voice-overandvisuals.Hire professionalstodothese jobsforyou.  Though manyinfographics include data and statistics, a great infographic has to do much more. That is,it has to provide insightsintothe dataandshow how all the informationaddsup. BenefitsofUsingInfographics To say that videos and infographics are a great addition to your content marketing strategy would be an understatement. They are very essential, as they have massive reach, owing to their visual nature and potential togoviral. Since Google today has a blended search approach, your videos and infographics can improve your Google rankingsandbringinmore trafficto yourwebsite. Articles & Press Releases What are Articlesand Press Releases? Whether they be the good old long-copy feature articles or the new-fangled, instruction based, step-by-step how-to ones, articles are essential to the success of your content marketing strategy. You can use articlesto  Discussindustrytrends  Offersolutionstotypical concernsof customers  start a discussion Similarly, press releases or online new releases as they are often called, are essential to provide your brand more exposure and recognition. Generally a press release comes under PR and marketing,andtheyhelpyoutoinformyourpotential buyersof yourproductsandservices. How to Use Articles Creating articlesis the best way for your business to directly address the concerns of your audience. However, creating a single article is not going to help. You need to create an article campaign for which you need to include your SEO team and create a keyword campaign. Based on this and other accompanying research such as competitor and market analysis, you can create well-informed articles,whichspeaktoyourreaders.
How to Use PressReleases For press releases, you need to have a story to tell. Refer to Story Building and Content Creation to learn how to build a great story around your business. It doesn’t matter if you don’t have a new per say such as new product launch or service expansion, what you must be able to tell is a really good storywithyour pressrelease. BenefitsofUsingArticles and PressReleases Though it is regarded that online readers do not like reading long copy, however, creating high quality articles and publishing them in top tier sites like Washington Post, Mashable, Huffington Post can drive huge traffic to your website and grow your list of subscribers and sales leads. Again, publishing thought-leadership pieces on your community blog can attract potential customers as well aspeople whocaninfluenceyourcustomersbuyingdecisionssuchasindustryexperts. What a press release does for you is pretty much straightforward – inform potential customers aboutyour productor service andinduce themtobuyor subscribe. Social Media Channels How to Use Social MediaChannels Social media promotion has become an essential part of any content marketing strategy today. This includes B2B and B2C marketing aspects and covers different social media channels such as social sharingnetworks,videochannels,photosharingsites,online communities,andmore. Among the different social media channels, some of the most popular ones are Facebook, Twitter, Youtube, Vimeo, Instagram, Flickr, Pinterest, and Quora. However, they are all similar yet different fromeach other.Let’slookat theminmore detail. Facebook & Twitter Facebook and Twitter are the prime social network channels. Facebook, with more than a billion users, is used by most, if not all, of your customers. Twitter is another tool that is equally effective when it comes to reaching out to your customers. That being said, let’s look at how you can optimize these channels:  Share interestingbutbrief contentsuchascompellingmessagesorshareable pictures.  Considerpostingcontestsandgiveaways.  Use hashtagsgenerouslybutalwaysbe relevantto the context.  Cover industry events, well-edited images, interesting quotes, and whatever you think works withyouraudience. Youtube & Vimeo Youtube and Vimeo are video channels where you can store your videos online and allow people to embed them on their websites and blogs. Let’s look at how you can optimize your business using these channels:  Alwaysallowembeddingof yourvideosasyouwantas manypeople toshare themas possible.  Create short videos and unlike a 10 minute long-drawn story, show snippets of scenes stitched togetherina 1 to 2 minute video.
 Make videosaboutcustomersandtheirproblems,notaboutyourcompany. Instagram & Flickr Instagram and Flickr are the most prominent photo sharing sites on the internet. Let’s look at how youcan use these channelstomarketyourcontent:  Drive back traffic to your website by linking relevant call to action button in your images and photos.  Try sharing not only official content but photos that bring out your brand’s personality. A kind of ‘behindthe scenes’image of yourcompany.  Builda strongcommunitybyaskingyourfollowerstopostphotosfora contest. Pinterest& Quora Pinterest and Quora are basically online communities and among the largest today. Let’s look at howyou can utilize thesechannels:  With Pinterest, don’t just post images and pictures. You can even pin videos and landing pages, so that customersare encouragedtointeractwithyourwebsite’sactual content.  As for Quroa, it’s all about asking the right questions and answering them correctly. You should alsofollowtopicsandpeople whocaninfluence yourcustomerstobuyyourproductor service. BenefitsofUsingSocial MediaChannels The explosion of social media in the last decade has changed the way we interact with each other online. This has also changed the way businesses communicate with their customers. As a result, social mediamarketinghelpsyourbusinessinmanywayssuchas:  Buildyoubrandreputationandrecognitionamongpotentialbuyers.  Drive trafficto yourwebsites,whichcanleadtosales.  Gives small-to-medium size businesses a level playing field, where they can still get customers evenif theydonot rank insearchengines  Allowsyoutodirectlyinteractwithcustomersandunderstandtheirproblems better. 6. Affiliate Marketing What is Affiliate Marketing? Affiliate marketingiswhere youpromote anothercompany’sproductorservice inreturnfora commissiononthe salesyougenerate.Commissionsare typicallyapercentage of the sale price,but can occasionallybe afixedamount.
Advantages of Affiliate Marketing A list of Advantagesof Affiliate Marketingisas follows - 1. Cost-effective Affiliate Marketingiscost-effective because itcanbe startedat a low cost,quickly,and withoutany hassle. 2. Convenientandflexible Affiliate Marketingismore convenientand flexible because itallowsmarketersto do theirjobs form the home,sotheycan decide theirworkinghoursaccordingtotheirconvenience. Affiliate Marketingis flexible becauseitoffersthe following3typesof rewards - Pay-per-sale - Itmeansyouhave to pay a percentage of the sale price tothe affiliatemarketerwho convincescustomerstopurchase the productviaaffiliate marketing. Pay-per-click- Itis a commissionthatisbasedonthe numberof usersan affiliatemarketerdirectsto the organization'swebsite. Pay-per-lead- Itassignedtoaffiliatemarketerswhenanyvisitorsfill his/herpersonalinformationon our site usingthe contact form.
3. Performance-BasedRewards In otherjobs,we geta fixedamountof salaryina month,butaffiliate marketingiscompletelybased on the performance.If we have excellentmarketing,writing,reviewing,andpresentationskillsthen we can earn more moneywithoutdoingmore effort. 4.Increase Traffic Affiliate Marketinghelpsustoincrease trafficfasterbygeneratingmore linksrelatedtoproducts. Generatingmore trafficalsohelpsustoimprove searchengine ranking. 5. Secondary Source of Income Affiliate Marketinghelpsustodo secondaryjobparallelswithoutinterruptingthe currentjob. Affiliate marketersworkfewhoursandgainmore income. 6. No expertise needed Expertmarketers(affiliates)are notrequiredtorunthe affiliatemarket.Everyone withouta professionaldegreecanlearniteasily. 7. Low InvestmentCosts We can start Affiliate Marketingatlowinvestmentcosts.Toworkas Affiliate marketers,youneed onlyelectricity,ISPsubscription,andhigh-speedinternetconnection. 8. No customersupport Affiliate marketersdonotface problemsrelatedtocustomersupport,bookkeeping,ande- commerce.Anaffiliatemarketerhandlestheseentire problemshimself topromote andresell the products. 9. Passive Income Passive income isone of the biggestadvantagesof AffiliateMarketing.Ithelpsaffiliate marketersto earnpassive income.Passive incomemeanstoearnmoneywhenyouare sleeping. Disadvantages of Affiliate Marketing There are the followingdisadvantagesof AffiliateMarketing- 1. We Don't Control our Competition As we all know that Affiliate Marketing gain popularity day by day, so our competition also varies based on the industry. Most of the companies offer various offers to attract customers, such as discountoffers,first-time shoppingoffers,etc.
2. No Guarantee ofRevenue No organization guarantees that the Affiliate Marketer will earn the expected revenue. The biggest challenge for Affiliate Marketersis to put all theirefforts to maximize the product's brand. If they are unable to maximize the brand of the product, it is very difficult to estimate how much money they made inthe end. 3. Affiliate LinkHijackers In Affiliate Marketing,there maybe achance that our Affiliate linkgetshackedbythe hackers. 4. False Advertisements It is the biggest disadvantage of Affiliate Marketing. Sometimes, Affiliate Marketing associates with spammy marketing campaigns that produce spammy, non-relevant, dummy, and false products to the customers, so always be aware black affiliate marketing strategies and false advertisements otherwise yourwebsite cancompletelydestroythe organization'sreputation. 5. Requiresself-Discipline Affiliate Marketing is like traditional marketing means there is not any established agenda, routine, and guidance todo work. Types ofAffiliate Marketing There are the followingpartsof Affiliate Marketing - 1. The Merchant The merchant is also known as Maker, retailer, creator, seller, or brand. In Affiliate Marketing, the role of a merchant is to create or sell products and services. The merchant may be a single entrepreneur,social mediainfluencer,oralarge company. 2. The Affiliate The Affiliates are also known as publishers, distributors, and advertisers. It is quite similar to the merchant. Affiliate marketers advertise merchant's products and services to earn money from the customers.The moneythataffiliate marketersearnformthe customerisknownas"Commission." 3. The Customer Customers are the most important part of Affiliate Marketing. Customers are the users who use products or services to meet their own requirements. In Affiliate marketing, marketers are always trying to find a smart and efficient way to reach their potential customers and sell their products to them. As we know, without customers, there will be no commissions, and without commissions, Affiliate Marketinghasnoexistence. 4. The Network In Affiliate Marketing, networks are used to handle all tracking, reporting, and payment activities related to the affiliate. Some affiliate networks help us to provide full-service management or a self- service management program. We can also use the affiliate network to promote different types of consumerproducts,suchas toys,tools,andmore.
Example:Amazonisone of the biggestAffiliateNetwork. 5. Agencies Agenciesare usedtomanage the day-to-dayoperationsandstrategiesof aprogram. How to Start Affiliate Marketing? In the current era, everyone wants to earn money in the easiest way. Affiliate marketing is one of the easiestandsimplestwaystoearnmoneyonline. There are the followingstepstostartAffiliateMarketing - Step 1: Choose your Niche It is the first step to start Affiliate Marketing. Before building your site, first analyze that what niche you are going to target for sale. Every affiliate marketer has a niche that helps him to target more customers and increase the search engine ranking. The growth of Affiliate Marketing entirely dependsuponthe niche.  To choose a niche,start to workon the followingquestions-  In whichfield,we have advancedknowledge?  Do people take aninterestinthe niche whichwe select?  Will the demandforour niche stayconsistentornot?  Is there a lotof competitionformyniche?  Are the affiliate marketerhelpsustopromote ourniche? Step 2: Create your website Creating a website helps us to publish the products and services that we are offering to our customers. Using website customers actually know that which type of products we are selling to our customerand theirreactionson the particularproductand service. There are the followingthingsthatyoushouldhave tofollow while creatingthe website -  Buy a domain  Purchase andset uphosting  Install abloggingplatform  Install attractive andmeaningfultheme  Create content
Step3: ResearchandSelectAffiliateProducts Once you findyourniche,it'stime toresearchand selectthe productsyouwantto promote. There are the followingquestionskeeponyourmindwhenyouselectthe Affiliateproducts -  What typesof merchantsuse the affiliate network?  How muchcommissiondidyouearnfromthe product?  Do youwant to be associatedwiththe productsandservices?  What kindof supportdoesthe program provide youwith?  What are the viewsof the audience onyourproduct? Step4: Create high-qualitycontent Approximately 82% of customers do research before purchasing any product. High-quality content helps merchants and affiliate marketers to grow their business by increasing sales. Affiliate Marketing allows us to use different content platforms to attract the audience and generate traffic on our website. An informative content helps us to answer questions and solve the problem that the userarises. To increase the leads, try to make easy sentences, paragraphs, and short notes on the website, whichisfrequentlyunderstandablebythe readers. Always remember the following things on your mind while creating high-quality content for the website -  Alwaystryto choose the rightkeywords  Focuson the practical value of an article.  Create a properstructure for yourarticle usingspecial marks,headings,lists,andbullets.  Focuson those productsinwhichcustomerstake more interest.  Try to add videocontent.  Clearlymentionthe discountsandoffers.  Include more examplestodefineyourideas. Step 5: Drive Traffic to your Affiliate Links Drive trafficonthe website helpsustoachieve amarketinggoal. There are the followingwaystodrive trafficonour website -
i.Search Engine Optimization(SEO) Search engine ranking is based on the keyword. A high ranking of search engines helps us to generate high organic traffic. Always try to write each page with Meta description, Meta title, image tags, andheadings. ii.Make sure your link isvisible to the audience Make sure the link that you generate for the audience is clearly visible to the audience on your website. Sample, if you create a site for selling electronic material, then the "Buy now" button should be visible toyourvisitor. iii.Paid traffic Paid traffic is the best way to drive traffic to your website. The advantage of paid lead generation techniques is that users who click on your links are high up the buying cycle. And you will receive the cost of your advertisementwiththe commissionthatyoureceive persale. iv. Buildan email list Once your website is online visible to the audience, then you need to analyze those visitors who regularly visit the website and take an interest in your products. You can use pop-up or free plugins to create an email subscriptionorsign-upareaonyourwebsite. An email list helps you to target more audience and provide an efficient way to promote new products. You can regularly send emails to customers related to periodically promotions and special offers.The besttool tobuildan email listisMailchimp.itallowsyoutosend2000 emailsinamonth. v. Use social media Social media platforms help you to drive traffic. Using social media platforms, you can publish variouslongarticles,blogs,images,videos,gifs,andmore topromote an affiliatelink. Selectsocial mediaplatformsaccordingtoyourbusiness. For example, if your business is based on art, fashion, or something that then Instagram is the best platformforyou. How does Affiliate Marketingwork?  Affiliate Marketingusesfollowingsimple stepstopromote business -  Affiliatesmarketspromotethe product'sbrandontheiraffiliate'ssite.  Customers click on promotional brands on the affiliate's site, and cookies are stored on the customer's browser, which makes it possible for affiliate markets to track the customer's progressfromthe affiliate'ssite usingthe brand'sshoppingcart.  Now, customer redirects to the brand's website and purchases the products and services from the brand.  The Software as a service (SaaS) platform automatically pays the commission to the affiliate marketerfordrivingthe sale.
Types ofAffiliate MarketingChannels There are the followingtypesof Affiliate MarketingChannels - 1. Influencers Influencers are the person who holds power to impact the purchasing decisions of a large segment of the population. They attain a great position to get more benefitsfrom affiliate marketing. The role of influences is to direct consumers to the seller's products through social media posts, blogs, and interactionswiththeirfollowers. 2. Bloggers Bloggers help you to increase the seller's conversions. They also help you to promote your business brand anddrive trafficto the seller'ssite. 3. CouponSites Coupon sites are important for businesses. It allows you to get a huge amount of traffic by increasing the revenue. The disadvantage of coupon sites is that the site's organic ranking is associated with your organization'sname andcouponcode. 4. Email Marketing Email Marketing is the most important source of affiliate marketing income. Most of the affiliates use email marketingtoearncommissionbysellingproductsandservices. 5. Large mediawebsites Large media websites help you to promote products to the audience through the use of affiliate links and contextual banners.Italsoimprovesconversionratesforboththe sellerandthe affiliate. 7. InfluencerMareting Influencer marketing is one of those terms where the name means what it says. It implies that businessesworkwithpeople of influence tohelpthemwiththeironlinemarketing. Influencer Marketing aims to identify the main people who act as influencers in your niche so you can approach themto workwithyouto promote yourbrand. So, what is an influencer? An influencer is somebody who has the power to affect purchase decisions of others. An influencer can do this because he has authority, knowledge, position and/or a special relationship with his audience. He is usually someone who has a significant following in a particular niche, and he actively engageswiththem. The size of an influencer’s following will depend on the size of the niche he or she chooses to operate in.There will be more followersof fashionthanthere are devoteesof GreekMythology. How to Create an InfluencerMarketingStrategy To create and launch an influencer marketing strategy for your brand, go through the following steps and downloadourfree influencermarketingstrategytemplate toguide youthroughthe process.
Define YourGoals As with any smart marketing plan, start by outlining your goals. Set your intentions for what you wouldlike toaccomplishwithyourcampaign. Defining your goals in the early stages of planning will help you shape a consistent strategy throughout your campaign, and it will also give you an idea about the metrics you should track and monitorto measure yoursuccessat the endof the campaign. Some goalsyoumay wantto considerforyour influencermarketingstrategyinclude the following:  Brand Awareness:Gettingmore people toknow,recognize,andlike yourbrand.  BuildingBrand Identity:Gettingpeople tosee yourbrandpersonalityandvalues.  Audience Building:Gettingmore people tofollow andsubscribe.  Engagement:Gettingmore shares,comments,andlikesforyourcontent.  Lead Generation:Gettingmore people tosignupforyour leadmagnetsandoffers.  Sales:Gettingmore people topurchase yourproducts/services.  CustomerLoyalty: Gettingpeople tostayinterestedandconnectedwithyourbrand.  Link Building:Gettingmore links directedbacktoyoursite. Choose a Type of InfluencerMarketingCampaign Once you know your goals, it’s time to start thinking about the type of influencer marketing campaignthat will helpyouaccomplishyourmission. Influencer marketing campaigns usuallyinvolve three types of relationship triggers: inspire, hire, or a mix of both. You can inspire an influencer to share your content or messaging on their own. You can pay them to promote yourbrand.Or youcan create a situationthatusesa little bit of both. Here are a fewtypesof influencermarketingstrategiesyoucanconsider:  Gifting:Givingfree productsandservicestoaninfluencerinexchange forareview ormention.  GuestPosting:Creatingand contributingcontentforaninfluencer’sblog.  Sponsored Content: Paying for your brand to be featured on an influencer’s blog or social channel.Youmay or may notcreate the contentforthe post.  Co-Creating Content: Partnering with an influencer to create content that is featured on your website,theirwebsite,ora third-partywebsite.  Social Media Mentions: Getting a social media marketing strategy going with a personality or brand to mentionyourbrand,share yourcontent,orpost aboutyou.  Contests and Giveaways: Running a contest and asking an influencer to share your giveaway eventwiththeirfollowersorreaders.  Influencer Takeover: Allowing an influencer to take control of your social media accounts for a setamountof time.
 Affiliates:Providingaunique code thatgivesinfluencersapercentage of eachsale theydrive.  Discount Codes: Giving an influencer a unique discount code for your product or service that theycan promote andofferto theiraudience.  Brand Ambassadors: Forming relationships with loyal brand fans wherein they mention or promote your brand, products, and services in exchange for exclusive offers, free products, or beingfeaturedbyyourbrand. Findthe Right Influencers With your audience clearly defined, you can finally start seeking out the influencers who will help youreach your goalsandconnect withyourtargetmarket. As youconsideryouroptions,explore the followingtypesof influencers:  Bloggers  Social MediaStars  Celebrities  IndustryExperts  ThoughtLeaders  Customers  NoncompetingBrands Once you determine the type of influencer you want to use, start researching individuals or brands inthat space.

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Digital Marketing Material for DK.docx

  • 1. Digital Marketing Material What is Digital Marketing? Digital marketing,alsocalledonline marketing,isthe promotionof brandstoconnectwithpotential customersusingthe internetandotherformsof digital communication.Thisincludesnotonly email, social media,andweb-basedadvertising,butalsotextandmultimediamessagesasamarketing channel. Essentially,if amarketingcampaigninvolvesdigital communication,it'sdigitalmarketing Whyto choose Digital Marketing? Digital marketingis acareer thathas plentyof roomfor techs,creatives,andbusinesspeople.There are so manyavenuesthatyoucan follow;it’sbesttofocuson one or twothingsthat youdo best, thenyoucan alwayslearnmore fromthere.If youhave a businessorcommunicationsbackground, youmay want to considergoingintomanagement. Thisis a fieldthat’sever-changingandengaging;there’salwayssomethingnew tolearn.Andif you workin an agency,you’ll alwaysbe workingwithdifferentclients,whichmeansyou’ll probably nevergetbored. Beyond this,here are a fewmore reasons to considerthis career. There’sa Digital SkillsGap:There’sagrowingdemandforpeople withdigitalskills,particularlyfor those inthe middle-incomebracket,specificallysoftskills,andaccordingtothisstudy,it’smost pronouncedinthe US. So,stickingwithongoingtraininginthisarea,evenif you’re notacomplete techgeek,isa good thingto bankon intothe foreseeable future. Versatility:If youchoose acareer pathor specializationinthisfieldandyoudecide topivotlater, you’ll likelyonlyneedalittle traininginordertomake the switch.Inthissense,youcan buildon existingskillswhile still learningnew ones,butstill stayinthe same field.There’splentyof choices, here,andongoinglearningopportunities,where differentskillsfittogetherindifferentways. The IndustryisAlwaysEvolving:Asthe industrygrowsandchanges,there’salwayssomethingnew and interestingtolearn,andyoucan follow alongandlearn,whetheryou’re takingthe leadonthese initiativesornot.Since there will be avarietyof specialistsworkinginagivenagency,you’ll likelybe workingalongside professionalswithavarietyof backgrounds,witheveryone havingtocome togethertobuildmarketingstrategies. Earnings:Whena job isin demand,thatmeansthere’smore opportunitytonegotiate remuneration whetheryouare workingin-houseoras a freelancer.Solongasyou“show” yourworkthrough the jobsearch process,you’ll be able tobidhigherandhigherthe more experience youget.Accordingto the Creative Group,contentwritersearlyintheircareerwill likelystartata salaryof at least$45, 000 anda newSEOspecialistwillprobablybe earningabout$50,000 to start. Be Creative:Notonlyisthere plentyof opportunitiesforcreativestodotheirthinginwriting,design and evenvideoandaudioproduction,there’salsoplentyof roomforday-to-daycreativityina general sense.You’ll alwaysbe havingtothink of new waystomarketproducts,solve problems,and engage audiences.
  • 2. Train at Your OwnPace: Youcan start workingonbuildingthisspecificcareernow,fromthe comfort of yourownhome,and doit yourway. Take online courses,buildablogor a website,workonyour ownsocial media,getsome volunteerorfreelance work,andyou’re onyourwayto buildingasolid portfoliofromthe comfortof yourown home.Formostspecialties,there’snoneedtospend thousandsof hoursand dollarssittingaroundina classroom—youcanreallybuildyourskillsandget trainingina way that suitsyourlifestyle. Work withDifferentPeople EveryDay:You’re alwaysgoingtofindsomethingnew todoin thisfield - and have someone newtotalkto.Whetherit’sa new client,acolleague withaninteresting specialty,orfindingfunwaystoengage andexpandyouraudience,anyone withaninterestin workingwithpeople willdowell inthe social andbusinessendof thiscareer.Andif you’re alittle more on the introverted side,youcanstay behindthe scenesdoingwritingorwebwork. How does Digital Marketing work? While the benefitsof digital marketingare plentiful,understandthateachformof internet marketingfunctionsinitsway.Companieswouldbe wisetoassess the biggerpicture before determiningwhichformsof digital marketinginwhichtoinvestandwhichplatformstouse.It’s generallyrecommendedtocrawl before youwalk–startsmall withyouronline marketingstrategy and growas the companybecomesaccustomedtodifferentareas. Digital marketingishugelyhelpful tofirmsinthatitallowsthemtogrow theiraudience asfaras theirbudgetallows.Onthe otherside of the coin,internetmarketingofferscompaniesthe chance to focusclearlyonmarketing tothe rightaudience.Inotherwords,afirmmay reach the perfect target clientele onalocal,national,orinternational stage,all while stayingonbudget. What are the modulesor ChannelsofDigital Marketing? 1. SearchEngine Optimization(SEO) 2. SearchEngine Marketing(SEM) or Payper Click(PPC) 3. Social MediaOptimization(SMO) 4. Email Marketing 5. ContentMarketing 6. Affiliate Marketing 7. Influence Marketing -------------------------------------------------------------------------------------------------------------------------------------- 1. Search Engine Optimization(SEO) What is Search engine Optimization? Searchengine optimizationisthe processof improvingthe qualityandquantityof websitetrafficto a website ora webpage fromsearch engines.SEOtargetsunpaidtrafficratherthandirecttrafficor paidtraffic. How Search Engine Works? Everytime yousearch,there are thousands,sometimesmillions, of webpageswithhelpful information.HowGoogle figuresoutwhichresultstoshow startslongbefore youeventype,andis guidedbya commitmenttoyouto provide the bestinformation.
  • 3. Search engineswork through three primary functions: Crawling:Scour the Internetforcontent,lookingoverthe code/contentforeachURL theyfind. Indexing:Store andorganize the contentfoundduringthe crawlingprocess.Once apage is in the index,it’sinthe runningtobe displayedasaresultto relevantqueries. Ranking: Provide the piecesof contentthatwill bestanswerasearcher'squery,whichmeans that resultsare orderedbymostrelevanttoleastrelevant. What are the typesof SEO? Searchengine optimization,orSEO,is the processof improvingyourwebsite toincrease your rankingsonGoogle for keytermsrelatedtoyourbusiness.SEOisone of the most effectivedigital marketingtacticsyoucan investyourtime into,andthere are a varietyof waysyoucan take advantage of the practice. Here are fourkey typesof SEO that you can getstartedon. 1. On Page SEO On-page SEO,alsoreferredtoas on-site SEO,isthe processof optimizingthe contentonyour website.Thisincludesyourkeywords,headers,metatitles,metadescriptions,images,andmore. 1. Title tags 2. Meta descriptions 3. Contentwithtargetedkeywordphrases 4. Headertags and keywordphrases 5. Internal page linkingwithanchortext 6. Image ALT tagsand filenames 7. Make contenteasyto read 8. Meta keywords 9. Canonical Tags 10. WebmasterCode 11. AnalyticsCode 12. Structeddata 13. Robots.txt 14. Sitemap 2. Off Page SEO Off-page SEOisprettymucheverythingthatdoesnothappenonyourwebsite.Off-page SEOisall aboutcreatingexposure andtrustfor yourcompany,whichultimatelycanresult inmore visitorsand sales.
  • 4. Most off-page SEOworkisfocusedonlinkbuilding.If you’re unaware,linkbuildingisthe practice of gettingotherreputable websitestolinkbacktoyour site. 1. Google My Business 2. GuestPosting 3. Social MediaSharing 4. ForumSubmission 5. Social Bookmarking 6. DirectorySubmission 7. QuestionandAnswer 8. Article Submission 9. VideoSubmission 10. Image Submission 11. DocumentSharing 12. InfographicsSubmission 13. PressRelease 14. Web2.0 Submission 15. Classifieds 16. Local listing 17. BusinessListing What is linkbuilding? Linkbuildingisthe processof gettingSEObacklinksfromotherwebsites. These backlinksactas ‘votesof trust’and increase the authorityof the targetwebsite (providedthat theydon’thave the nofollowattributeattachedtothe link). What are the SEO Tools? As a fairlytechnical discipline,there are manytoolsandsoftware thatSEO reliesontohelpwith optimizingwebsites.Below are some commonlyusedfree andpaidtools: Google Search Console - Google SearchConsole (formerlyknownas"Google WebmasterTools") isa free tool providedbyGoogle,andisa standardtool inthe SEO's toolkit.GSCprovidesrankingsand trafficreportsfor topkeywordsandpages,andcan helpidentifyandfix on-sitetechnical issues. Google AdsKeyword Planner- KeywordPlannerisanotherfree tool providedbyGoogle,aspartof theirGoogle Adsproduct.Eventhoughitis designedforpaidsearch,itcan be a great tool to use for SEO since itprovideskeywordsuggestionsandkeywordsearchvolume,whichcanbe helpful when doingkeywordresearch. Backlink analysis tools- There are a numberof linkanalysistoolsoutthere,the twoprimaryones beingAHREFsand Majestic.Backlinkanalysistoolsallow userstoanalyze whichwebsitesare linking to theirownwebsite,orthe websitesof competitors,andcanbe usedto find new linksduringlink building. Google Analytics- Google Analyticsisawebanalyticsservice offeredbyGoogle thattracks and reportswebsite traffic.
  • 5. What are the SEO Techniques?  White Hat techniques  Black hat Techniques  Gray hat Techniques White hat SEO techniquesare heroes — tacticsthat workwithinsearchengines’termsof service to improve asite’ssearchengine resultspage (SERP) rankings. Understandingwhat’swhatwhenitcomestoSEO bestpracticesisessential tomaintainthe integrity of yourwebsite,onlinerankings,andvisibility. Here are some of the top White Hat SEO tactics you can use to “play by the rules” to boostyour website’spresence:  Qualitycontent  Content-relevantkeywords  Keyword-richpage titlesandmetadata  Lean code/well-structuredmarkuplanguage  Authoritative inboundlinks  Simple website navigation  Fast page loadingtimes White Hat SEO Techniques Quality contentwrittenforthe benefitof the reader,notthe searchengine crawler,isthe most crucial elementof modern daySEO.It isthe bestway to be rewardedbysearchenginesandhow theyrank yoursite or blog.Alwaysrememberthatqualitycontentisking! Content-relevantkeywordsbasedondisciplinedresearcharoundpage contentismandatory.Also, pay attentionto keywordusage.Sticktoone primarykeywordand2 or 3 secondary/supporting keywords. Keyword-richpage titlesand metadata are alsomandatory.It’seasyto overlookorunderestimate these areas,butoptimizationislow-hangingfruitformostsites. Lean code andsemanticallystructuredmarkuplanguage,includingthe use of keyword-richheading elementsonyourpages,aidsearchenginesinfindingwhatthey're lookingforwhencrawlingyour site. Authoritative inboundlinks thatare gainedorganicallyversuspaidlinkshave become one of the mostimportantelementsinyourSEOefforts.Attainingauthoritative inboundlinkstakestime and dedication,butthe tremendousimpactonhow yourank inSERPs andincreasedoverall site traffic make it well worththe effort. Simple website navigation generallyboostswhere yoursite placesinorganicsearchrankings.Italso helpsvisitorsfindwhattheyneedwithoutgettingfrustrated,whichisawinfor potential conversions. Fast page loadingtimesisa necessitybecause,like simplenavigationormobile optimization, responsive sitesdon’tfrustrate visitorsorencourage bounce.FromanSEO standpoint,site speedis a search engine rankingsignal.Sitesthatare slow inrespondingtovisitorrequestsforwhatever
  • 6. reason(large images,image carousels,etc.) generallyranklowerinSERPsbecause the user experience isjeopardized.Be mindful of functionalityandfeaturesandhow theyimpactloadtimes. BeingfamiliarwithwhitehatSEOisn’tenoughtokeepyoufrominadvertentlycrossingintoanSEO greyarea or, worse,dosomethingthatviolatessearchengine guidelines — blackhatSEOterritory. Here are some of the top Black Hat SEO tactics to avoid when boostingyour website’svisibility:  KeywordStuffing  Meta KeywordStuffing  LinkFarming  CloakingYourContent  PublishingBadContent Black Hat SEO Techniques Black hat SEOtechniquesare villains — tacticsthatmay geta site higherSERPrankings,butare unethical andviolate searchengine guidelines. Keyword stuffing— hiddencontentmaskedwiththe use of code butstuffedwithkeywordjargonso it's onlyvisibletothe searchengine crawler — mayhave workedinthe past,but searchalgorithms have gottensmarter.Site ownersengaginginthis“numberone no-no”will be subjecttoa heftyfine and/orthe site maybe blockedbysearchengine authorities. Meta keywordstuffing— unnaturallyplacingkeywordsinwebpage metatags,page titles,or backlinkanchortext — is easyenoughfora trainedmonkeytoconduct, butdoesnot positively impactyour SEO.In fact, itcan turnaway searchengine crawlers. Link farming isthe processof gatheringa whole slew of unrelatedwebsite linksthatare typically hiddenfromactual site visitors.Beinglistedonsucha page won't getyou traffic— in fact,it potentiallyputsyouatrisk of havingyoursite flagged. Contentcloaking isa lotlike electronicbaitandswitch.Searchengine spidersare showncontent that doesn’tactuallyappearinthe user’sbrowser.Thisdual path helpssitesrankforirrelevant content,andprovidesunwittinguserswithresultsotherthanthatwhichtheyexpected.A basic example wouldbe providingHTML to searchengineswhile showingimagesorFlashfilestohuman users— a classictrickof spammers. Publishingbad contentprovidesnovalue tovisitorsandreflectspoorlyonyou.Scrapingorcopying contentfromothersiteswasonce nearlyundetectablebysearchengines,whichmade itabit of a rankingsboon.Now,Google andothersearchengines have algorithmsinplace thatnotonly recognize duplicatecontent,butinstantlydown-ranksitesforduplicationorotherlow-quality content Gray Hat Techniques Gray Hat SEO isan SEO practice that's riskierthanWhite Hat SEO,but one that may or may not resultinyoursite beingbannedfromsearchenginesandtheiraffiliate sites.Generally,GrayHat SEO practicesbelonginneitherthe BlackHatnor White Hat categorybecause the termsof service regardingthe issue are unclear. Grey hat consistsof techniquessuchas:
  • 7.  Cloaking  Purchasingolddomains  Duplicate content  Linkbuying  Social mediaautomationandpurchasingfollowers Let’slookat each of these inturn. Cloaking Cloakingisa practice that showsthe usera differentresultthanitdoesthe searchengine.For Google,it’sconsideredtobe a high-riskpractice thatisinviolationof itsrules.Personally,Iwould put cloakinginthe blackhat category and manywouldagree,butthe jury’sstill outincertainparts of the SEO communitywhere itactuallyfalls. Old Domains The webis a fontof olddomainsthathave beenabandonedandthose thatthe ownersdon’tuse much andthese are oftenusedas a way to create backlinksinordertoimprove rankings.Generally, these tendtobe authoritative domainssothatthe linkappearstobe of a good quality. Duplicate Content Content,content.It’sthe kingpinof the internetandall SEOefforts.We mentionedtext spinners before andwhilstasmall proportionof these canbe effective,it’sstill averydodgyideatouse them.To illustrate,I’mgoingtotake some of the textfromthisarticle andput it intoa free,online textspinnertoshowyouthe results. Purchasing Links One wordof advice:don’t.If youget foundout,youwill geta penalty,it’sassimple asthatand all of the investmentyouhave putintoyoursite will be worthzero.However,youcanlistyoursite on relevantindustrydirectoriesasthis isapprovedof. Social MediaAutomation and Buying Followers By social automation,I’mnottalkingaboutusingtoolssuchas Hootsuite orBuffertoschedule posts. These are legitimate toolsthathelptosave time whenyou’re managingmultiple accounts. However,youcanget othertoolsthat auto-follow andunfollow 1000sof social mediauserswithout youliftingafingerforas little asa fiverfor5000. Thisisone of the few here thatcan be called strictlygreyhat as it’snot made itto Google’sblacklistyet,possiblyassocial signalsare onlyjust becomingimportanttosearchengines. Buyingfollowersmayseemlikeagreatideato make it looklike you’re inwiththe incrowd,butall it actuallymeansisno engagementandthe riskof infectingany true followerswithmalware insome instances.There’snopositivestoitandit’seasyto tell those thathave,as theyhave a Twitter followingfilledwithfacelessprofiles.Organicallyobtainingafollowingisn’tnecessarilyanovernight affair,butit’sworthit inthe end. What are SEO Algorithms? Google’salgorithmsare acomplex systemusedtoretrievedatafromitssearchindex andinstantly deliverthe bestpossibleresultsfora query.The searchengine usesacombinationof algorithmsand
  • 8. numerousrankingfactorstodeliverwebpagesrankedbyrelevance onitssearchengine results pages(SERPs). In itsearlyyears,Google onlymade ahandful of updatestoits algorithms.Now,Google makes thousandsof changeseveryyear. Most of these updatesare soslightthattheygo completelyunnoticed.However,onoccasion,the searchengine rollsoutmajoralgorithmicupdatesthatsignificantlyimpactthe SERPssuchas: July 26, 2021 Google LinkSpam AlgorithmUpdate Google announcedanalgorithmupdate aimedatidentifyingandnullifyinglinkspamwasbeginning to roll out.Google warnedthatany sitestakingpart inlinkspamtactics couldsee rankingchanges – withsponsored,guest,andaffiliatecontentmostlikelytobe impacted.Googlesaidthe update shouldbe fullyrolledoutin“at least”twoweeksandwill impactmultiple languages. Read: Google LinkSpam AlgorithmUpdate RollingOutonJuly26 July 12, 2021 July 2021 Core Update Completed Google SearchLiaisonconfirmedviaTwitterthatthe July2021 Core Update rolloutwaseffectively completedonJuly12th.No additional detailswereprovided. Read: Google July2021 Update isOver – What Happened? July 1, 2021 July 2021 Core Update Google SearchLiaisonannouncedviaTwitterthe July2021 Core Update is rollingoutandwill take one to twoweekstocomplete.Google’sguidance forcore updatescanbe foundon the Google SearchCentral Blog. Read: Google July2021 Core Update BeginsRollingOut June 28, 2021 Spam Update Part 2 Google SearchLiaison announcedviaTwitterthatthe secondpartof theirspamupdate has begun on June 28th and will likelybe completedonthe same day.The original announcementreferredtoa poston the Google SearchCentral Blog,updatedinApril 2021, on how Google fought Searchspam in2020. Read: Google AnnouncesSpamUpdate Part2 June 23, 2021 June 2021 Spam Update Google’sDannySullivanannouncedviaTwitteranalgorithmupdate targetedatfightingspamwas rollingoutto searchresults.The rolloutof the update was to be completedthe same day.He added
  • 9. that a secondspamupdate wouldfollow withinaweek.Google revealednospecificdetailsonwhat thisupdate wastargeting. Read: Google RollsOutNewSpamAlgorithmUpdate June 15, 2021 Page Experience Update Google confirmsitslong-awaitedPage Experience updatehasstartedrollingout.Sitesshouldnot expecttosee drasticchangesas a resultof this update,Google says,andanysuddendropsor spikes shouldbe mitigatedbythe gradual rolloutprocess.The rolloutwill be completedbythe endof August2021. Read: Google Page Experience Update BeginsRollingOut June 10, 2021 KnownVictimsProtection On June 10, PanduNayak, Google FellowandVice Presidentof Search,publishedapostonThe Keywordblog.In it,he discussedGoogle’sworktowardsimprovingthe algorithmtodemote sitesthat“employexploitative removalspractices”and“predatorypractices.”He alsoshareda linkpeople canuse to reportonline harassment. Read:Google AlgorithmUpdate Targets Slander June 2, 2021 Broad Core Algorithm Update Google SearchLiaisonDannySullivanannouncedviaTwitterthatabroad core algorithmupdate was aboutto be released.Sullivanalsonotedthatsome plannedimprovementsweren’tquite readyfor thisupdate,sothe parts that weren’treadywill be rolledoutaspart of second,relatedbroadcore algorithmupdate,scheduledforJuly. Read:Google Broad Core AlgorithmUpdate RollingOutJune 2,2021 April 8, 2021 Product ReviewsUpdate Thisnewsearch ranking algorithmupdate wasdesignedtoreward“productreviewsthatshare in- depthresearch,ratherthanthincontentthat simplysummarizesabunchof products.”Intheir announcement,Googlealsosharednine useful questionstoconsiderwhencreatingandpublishing productreviews. Read:Google ProductReviewsUpdate GoesLive inSearchResults Read:Google’sProductReviewsAlgorithmUpdate:Winners&Losers February 10, 2021 Passage Ranking
  • 10. Google’sPublicLiaisonforSearch,DannySullivan,announcedviaTwitterthatPassage Ranking officiallylaunchedforEnglish-language queriesinthe UnitedStates.AccordingtoGoogle:“This change doesn’tmeanwe’re indexingindividual passagesindependentlyof pages.We’re still indexing pagesand consideringinfoabout entire pagesforranking.Butnow we can alsoconsiderpassages frompagesas an additional rankingfactor….” Read:What Is Google Passage Ranking:16 KeyPointsYouShouldKnow December3, 2020 December2020 Core Update Google confirmsacore algorithmupdate,the December2020 Core Update,is rolledouton December3,2020. Thisis the thirdcore algorithmupdate of the calendaryear.A fair amountof time haspassedsince the lastcore update,comparedtothe average time betweenthese typesof updates. Readmore aboutthisupdate below. Read:What Is a Google Broad Core AlgorithmUpdate? Read:Google on Broad Core AlgorithmUpdate Recovery –4 Takeaways Read:Recoveringfroma Google Core AlgorithmUpdate withLilyRay[PODCAST] Read:Google Confirms Rolloutof Core AlgorithmUpdate Read:Google December2020 Core Update Insights May 4, 2020 May 2020 Core Update Google SearchLiaisonDannySullivanannouncedviaTwitterthatGoogle wouldbe releasingabroad core algorithmupdate.About90minuteslater,he announcedthe update wasunderwayandwould take 1-2 weekstocompletelyroll out. Read: Google ConfirmsMay2020 Core AlgorithmUpdate RollingOutToday January 22, 2020 FeaturedSnippetDeduplication Google’sDannySullivanconfirmedviaTwitterthatwebpagesinafeaturedsnippetpositionwill no longerbe repeatedinregularPage 1 organiclistings.Thischange affected100% of all searchlistings, worldwide. Read:Google:WebpageswithFeaturedSnippetsWon’tAppearTwice onPage 1 Read:Google OffersGuidance onFeaturedSnippetsUpdate Read:Google’sFeaturedSnippetChanges&ImpactonOrganic Traffic[STUDY] Read:Unpackingthe CausalImpactof Google’sDouble-DippingFeaturedSnippetUpdate January13, 2020
  • 11. January2020 Core Update Google’s DannySullivanannouncedviaatweetthata broad core algorithmupdate wasaboutto be released.Google againprovidedthe same guidance asforall otherrecentbroadcore algorithm updates. Read:Google January2020 Core Update isRollingOutImminently December9, 2019 BERT (Worldwide) Google’sDannySullivantweetedthatBERTwas beginningitsworldwide rollout,andincludedthe followinglanguages:Afrikaans,Albanian,Amharic,Arabic,Armenian,Azeri,Basque,Belarusian, Bulgarian,Catalan,Chinese(Simplified&Taiwan),Croatian,Czech,Danish,Dutch,English,Estonian, Farsi,Finnish,French,Galician,Georgian,German,Greek,Gujarati,Hebrew,Hindi,Hungarian, Icelandic,Indonesian,Italian,Japanese,Javanese,Kannada,Kazakh,Khmer,Korean,Kurdish,Kyrgyz, Lao, Latvian,Lithuanian,MacedonianMalay(Brunei Darussalam&Malaysia),Malayalam, Maltese, Marathi, Mongolian,Nepali,Norwegian,Polish,Portuguese,Punjabi,Romanian,Russian,Serbian, Sinhalese,Slovak,Slovenian,Spanish,Swahili,Swedish,Tagalog,Tajik,Tamil,Telugu,Thai,Turkish, Ukrainian,Urdu,Uzbek,and Vietnamese. Read:Google’sBERT RollsOutWorldwide October 25, 2019 BERT Update Google announcedthe BERT Update,callingitthe biggestchange toGoogle searchin the past5 years.Google usesBERT modelstobetterunderstandsearchqueries.Google saidthischange impactedbothsearchrankingsandfeaturedsnippetsandBERT(whichstandsforBidirectional EncoderRepresentationsfromTransformers) will be usedon10 percentof U.S. Englishsearches. Read:Google AppliesNewBERTModel to SearchRankings,Affecting1-in-10Queries Read:Google BERT Update – What itMeans Read:Google BERT MisinformationChallenged September24, 2019 Broad Core Algorithm Update Google’sDanny Sullivanannouncedviaatweetthata broad core algorithmupdate wouldbe releasedwithinafewhoursandit wouldtake a few daysto complete rollingout.Google’sguidance was the same as it hadbeenforall other recentcore algorithmupdates. Read:Google isReleasingaBroad Core AlgorithmUpdate Today,September24th Read:September2019 Google Update – WinnersandLosers June 2, 2019 June 2019 Core Update On June 2, Google SearchLiaisonDannySullivantweetedthatGoogle wouldbe releasinganew broad core algorithmupdate onJune 3. The nextday,Google confirmedthe update wasliveand
  • 12. wouldbe rollingouttoits variousdatacentersoverthe comingdays.As isthe case withany broad core algorithmupdate,Google tellsusthere isnothingspecifictofix because acore update encompassesabroadrange of factors. Read:Google AnnouncesJune 2019 Broad Core AlgorithmUpdate Read:June 2019 Broad Core AlgoUpdate:It’s More thanE-A-T Read:Google Broad Core UpdatesAndWhy Some HealthSitesAffected Read:Google’sJohnMuellerDiscussesJune 2019 Update Recovery Read:Google PublishesCore AlgorithmUpdate Guidance March 12, 2019 March 2019 Core Update (a.k.a. Florida2) Google’sSearchLiaisonDannySullivanconfirmedviaTwitterthe release of aglobal broadcore algorithmupdate.SEJconfirmedthisupdate isparticularlyimportantandone of the biggestGoogle updatesinyears.Sullivanonce againrecommendedfollowingthe guidanceitprovidedfollowingthe March 9, 2018 update. Read:Google Update Florida2: March 2019 Core Update Is a Big One Read:March 2019 Core Update:What’sChanged?EarlyInsights& Reaction Read:Data ConfirmsWhyGoogle March 2019 Update FeelsLike aRollback February 13, 2019 Valentine’sDayUpdate Algorithmtrackersand industrychatterindicatedsome sortof unconfirmedupdate tookplace on and before thisdate.However,unlike otherupdates,mostlypositive changesinrankingswere being reported. Read:Evidence of Google Valentine’sDayAlgorithmUpdate October 31, 2018 UnconfirmedHalloweenUpdate Some webmastersreportedchangesstartingaroundHalloween,perhapsindicatingan (unconfirmed) Google update.Butthere waslittle evidence of asignificantupdate here.The more likelycause of the chatterwasspilloverfromthe Augustbroadcore algorithmupdate andGoogle rampingup itsuse of neural matching. Read:WorriedAboutUnconfirmedHalloweenGoogle AlgorithmUpdate? September27, 2018 A "Small" Update On September27 (Google’s20thbirthday),manywithinthe SEO communitybegannoticing significantspikesanddropsintraffic,indicatingsome sortof update wasunderway.Some of the sitesimpactedbythe Augustbroadcore algorithmupdate reportedlymade arecovery.Google’s
  • 13. SearchLiaisonDannySullivanconfirmed viaTwitterSeptember29that some sort of “smaller” update hadtakenplace (butit wasn’ta broad core algorithmupdate). Read:Google ConfirmsAnAlgorithmUpdate OccurredSeptember27 Read:Google ClarifiesaFewThingsAboutRecentSearchAlgorithm Updates August 1, 2018 Broad Core Algorithm Update Google confirmedviaTwitterforthe thirdtime thisyearthe rolloutof a broadcore algorithm update.Indoingso,Google’sSearchLiaisonDannySullivanrecommendedfollowingthe guidance it providedfollowingthe March9, 2018 update.Thisupdate hasbeenreferredtoas“Medic” bysome inthe industry,eventhoughGooglesaiditwasa general rankingupdate andwasn’tspecifically targetingmedical sites. Read:Google ConfirmsBroadCore AlgorithmUpdate:The Facts& Advice Read:Google SaysRaters GuidelinesisKeytoBroadCore Update Read:Google OffersMore AlgoUpdate Details Read:Social MediaSignalsandAugustCore AlgoUpdate Read:Google:Make ContentMore RelevanttoRecoverfromAugustAlgorithmUpdate Read:Googleron Howto RecoverfromMedic Update April 16, 2018 Broad Core Algorithm Update Google confirmedviaTwitterthe release of anotherbroadcore algorithmupdate,andindicatedit was similartothe March 9, 2018 update,whichwasaboutcontentrelevance. Read:Google ConfirmsAlgorithmUpdate ReleasedonApril 16th March 9, 2018 Broad Core Algorithm Update On March 12, Google confirmedviaTwitterthata “broad core algorithmupdate”hadrolledoutthe priorweek.While Google waslightondetails,Google saidthe changeswere meantto“benefit pagesthat were previouslyunder-rewarded,”andadvisedeveryone to“continue buildinggreat content.” Read:Google ConfirmsAlgorithmUpdate OccurredLastWeek Read:Google’sBroadCore AlgorithmUpdate Examined Read:Google ConfirmsMarch AlgorithmUpdate WasAboutRelevance,NotQuality Read:What Is a Google Broad Core AlgorithmUpdate? December12, 2017 MaccabeesUpdate
  • 14. Some inthe search communityreportedtheirwebsitesbeinghitbyupdate betweenDecember12 and 14. Google confirmedseveral minorchangestothe core algorithmduringthe timeframe,but downplayedthe significance of the periodof flux Read:Maccabees Update:Google ConfirmsNew Core AlgorithmChanges Read:Google Maccabees Update Analysis:SitesTargetingManyKeywordPermutations(Search Engine Roundtable) September8, 2017 Fall Flux Industrychatterand SEO trackingtoolsindicatedsome sortof (still unconfirmed) Googleupdate may have occurredon thisdate.GlennGabe,presidentof G-SquaredInteractive,alsodetected several noteworthyGoogle changesimpactingtrafficandsearchvisibilitystartingSeptember8.This was followedbyadditional volatilityandfluctuationsonSeptember18,25, and 29, as well as October4, 8, and 12. Read:ExploringThe WildGoogle AlgorithmUpdatesandVolatilityInThe Fall of 2017 (GlennGabe) August19, 2017 QualityUpdate WebmastersandSEO rankingtoolsdetectedsome minorvolatilityonAugust19-20, withsigns indicatingthismayhave beenanother(unconfirmed) Googlequalityupdate.Amongthe ranking casualties:categorypages,pageswithaggressive advertising,lower-quality/thincontent,andother negative userexperience elements,accordingtoananalysisbyGlennGabe,presidentof GSQi.There was some speculationthatGoogle begantestingthisalgorithmonAugust14 because pagesthat were impacted(eitherpositivelyornegatively)onthisdate were furtherimpactedonAugust19. Read:Google Algorithm&RankingUpdate Chatter(SearchEngine Roundtable) Read:The August19, 2017 Google AlgorithmUpdate – AnalysisandFindingsFromA Summer-Ending QualityUpdate (GSQi) July 9, 2017 Quality Update SEO rankingtoolsdetectedsome minorvolatilityonJuly9,potentiallyanother(unconfirmed) Google qualityupdate. Read:SignsOf A Google SearchAlgorithmUpdate OverWeekend(SearchEngine Roundtable) June 25, 2017 June 25 Update VariousSEOtracking toolsdetectedasignificant,thoughunconfirmed,Google updateonthisdate. One analysisfoundthatthisupdate causedthe biggestfluctuationsforpagesrankinginPositions6- 10. While itimpactedmostniches,the goodandbeverage industrywasreportedlyimpactedthe most. Read:A SignificantGoogle AlgorithmUpdate LikelyOccurredonJune 25
  • 15. Read:The June 25 Google Update:What You ShouldDoNow May 17, 2017 Quality Update StartingMay 17 and lastingforabouta week,SEOtrackingtoolsreportedlotsof SERP volatility. While the impactseemslimited,those sitesimpactedbythisupdate tendedtohave issueswith aggressive/deceptiveadvertising,UXissues,andthin/low-qualitycontent. Read:The May 17, 2017 Google AlgorithmUpdate –Frequencyof QualityUpdates,SurfingThe Gray Area,and Reversals Read:Google SearchRanking& AlgorithmShiftsStillUnderway March 7, 2017 Fred Google’sGaryIllyesjokinglyreferredtothisupdate as“Fred”and the name endedupsticking.But thisalgorithmwasno laughingmatterforthose impacted.Thismajoralgorithmupdate seemedto mainlytargetlow-value content.OnMarch24, Illyesofficiallyconfirmedthe update.ButGoogle has refusedtoshare any more specifics,insteadchoosingtosaythat all the answersaboutFredcan be foundinGoogle’sWebmasterQualityGuidelines. Read:EverythingYouNeedtoKnowAboutthe Google ‘Fred’Update Read:Google'sJohnMueller:"We Make ChangesAlmostEveryDay" Read:3 Examplesof ImpactFromthe March 7, 2017 Google AlgorithmUpdate (AKA Fred) (GSQi) February 7, 2017 February 7 Update Thisunconfirmedmajorupdate resultedinmassiverankingsshiftsinGoogle’sSERPs,whichalso meantmajorincreasesordecreasesforsome websites.Overall,itseemshigher-qualityandmore relevantwebsitesgainedthe mostvisibility. Read:Google SearchAlgorithmUpdate February7th Read:The February7, 2017 Google AlgorithmUpdate –AnalysisandFindingsFromA Significant Core RankingUpdate February 1, 2017 February 1 Update Thiswas a minorand unconfirmedGoogle update.Althoughall informationaboutthisupdate is more speculationthanfact,itseemedtotargetprivate blognetworksorthose doingspammylink building. Read:UnconfirmedGoogle algorithmupdate maybe betteratdiscountinglinksandspam January 10, 2017 Intrusive InterstitialsUpdate
  • 16. On August23, 2016, Google announcedanupcomingchange thatwouldtargetintrusive interstitials and pop-upsthathurt the searchexperience onmobiledevices.Aspromised,thisupdaterolledout January10, 2017. The impact of thisupdate on rankingswasminimal. Read:Google to Devalue PagesWithIntrusivePop-UpsinMobile Search Read:51% Haven’tFeltthe Effectsof Google’sMobile InterstitialsPenalty[POLL] Read:7 Tipsfor UsingPop-upsWithoutHarmingYourSEO November10, 2016 UnnamedUpdate Searchindustrychatterand data fromSEO trackingtoolsindicatedsome sortof unconfirmedGoogle update happenedonNovember10. Read:A Google SearchUpdate AppearstoHave Occurred onNovember10th [DATA] September23, 2016 PenguinUpdate 4.0 & Core Algorithm Integration The final update tothe Penguinalgorithmsaw itintegratedintoGoogle’score algorithm, meaning Penguinwasnowevaluatingwebsitesandlinksinreal-time.Anotherbigchange wasPenguin devaluedlinks,ratherthandowngradingthe rankingsof pages. Read: A Complete Guide tothe Google PenguinAlgorithmUpdate Read:PenguinisNowa Real-Time Componentof Google’sCore Algorithm June 1, 2016 Quality Update ThoughunconfirmedbyGoogle,dataindicatesthatanothercontent-relatedQualityUpdate to Google’salgorithmbeganrollingoutaroundJune 1,withadditional searchrankingvolatilityseenon June 8, 21, and 26. Read:The PhantomReturns:All AboutGoogle’sQualityUpdates Read:Data SuggestsA Google AlgorithmUpdate OccurredinJune 2016 Read:News SitesBenefittingFromJune’sGoogle QualityUpdate [STUDY] May 12, 2016 Mobile-FriendlyUpdate (#2) The secondMobile-FriendlyUpdate (or“Mobilegeddon2”) wasan update toGoogle’sfirstmobile- friendlyupdate,meantto“increasesthe effectof the rankingsignal.” Read:Mobilegeddon:A Complete GuidetoGoogle’sMobile-FriendlyUpdate January 11, 2016 Panda Core AlgorithmIncorporation
  • 17. Google confirmedthatPandahadbeenincorporatedintothe core Google algorithm, evidentlyas part of the slowPanda4.2 rollout.Inotherwords,Pandawasno longera filterappliedtothe Google algorithmafteritdoesitswork,but isincorporatedasanotherof itscore rankingsignals.Ithasbeen clarified,however,thatthisdoesn’tmeanthe Pandaclassifieractsin real time. Read:A Complete Guide tothe Google PandaUpdate Read:Google’sPandaNowPart of Its Core RankingAlgorithm Panda (2011) Google Pandaisa filterfocusedonlow-qualitypages,thincontent,keywordstuffingandduplicate content.Itwas incorporatedintothe core algorithmin2016 androllsout regularly. Penguin(2012) An importantalgorithmupdate thatfocusedonanykindof manipulative (low-quality,spammy, irrelevant,over-optimized)links. Hummingbird(2013) Hummingbirdupdate improved the wayGoogle understandsandinterpretssearchqueries;ashift fromexactkeywordstotopics Pigeon(2014) Pigeonfocusedonthe improvementof the local resultsbothintermsof qualityandaccuracy. Mobile Update (2015) Thisupdate isalso knownasMobilegeddoninthe SEOcommunity.Itfavorsmobile-friendlypagesin mobile searchresults. RankBrain (2015) As mentionedearlier,RankBrainisamachine-learningcomponentof Google’sHummingbird algorithmthathelpsprovide more relevantsearchresults. Fred (2017) Fredis an unconfirmedupdatethatseemedtofocusonlow-quality,ad-centeredcontentthat violatesGoogle SearchQualityGuidelines. Medic(2018) A broadcore algorithmupdate thatheavilyaffectedthe so-calledYMYL (yourmoneyyourlife) pages,especiallyhealth-relatedcontent. Bert (2019) Anothermachine learningalgorithmfocusedonabetterunderstandingof the contextof a search query.Itis basedonthe natural language processingmodel calledBERT. BenefitsofSEO 1. You Can Generate More QualityLeads 2. You Don’t Have to Pay to RankOrganically
  • 18. 3. People TrustOrganicResults 4. You Can Stay Aheadof The Competition 5. You Can Measure SEO Results 6. SEO Is a Long-termMarketingStrategy 7. ProvidesBetterUserExperience 8. You Can BuildRelationshipswithOtherWebsites 9. AllowsforQualityTraffic 10. PromotesBrandAwareness -------------------------------------------------------------------------------------------------------------------------------------- SearchEngine Marketing (SEM) or Pay per Click (PPC) SEM, or searchengine marketing,isthe actof usingpaidstrategiestoincrease searchvisibility. In the past,search engine marketingwasaterm usedtodescribe bothsearchengine optimization(SEO) andpaidsearch.But now,italmostalwaysrefersonlytopaidsearch marketing. SEM,or search engine marketing,isthe act of using paid strategiesto increasesearch visibility. Brandspay foradsto appearassearch results on search engine resultspages. WithSEM, brandspay forads to appearas searchresultsonsearchengine resultspages(SERPs). Theytarget selectkeywordssothatwhena usersearchesforthose terms,theysee anad from the brand. The brand ischargedonlyif a userclicksonthe ad. Paidsearchads can be foundonalmostany searchresultspage.These paidplacementsare typicallylocatedatthe topand bottomof the page.Theyinclude an“Ad” designationtolet usersknowthat itis a paidplacement.
  • 19. Some paid search ads may also appear as products in a featured carousel.
  • 20. Search Marketing,SEO, and SEM: What’s the Difference? To fullyanswerthe question,“whatisSEM?” it helpstoknow how SEM isdifferentfromother termsrelatedtosearch marketing. Search Marketing Searchmarketingisan umbrellatermthatreferstoany tactic usedto increase abrand’ssearch visibilityorgeta brandto appear more frequentlyinsearch.Itmayinclude apaid SEMstrategy, an organicSEO strategy,or both. Search Engine Optimization(SEO) Searchengine optimization,orSEO,usestactics that improve organicvisibilityinsearch.UnlikeSEM tactics that payfor placementonSERPs,bestpracticesforSEO aimto attract searchenginesand earnprominentorganicsearchplacements.Organicsearchresultsdon’thave an“Ad”designation on theirresults.Theyare notpaidfor; theyare earned.
  • 21. Pay-Per-Click (PPC) Marketing While trying to answer the question, “what is SEM?” another term you will encounter is pay per click marketing or PPC. PPC is a paid marketing strategy where a brand creates a digital ad and is charged each time a user clicks on it. When PPC ads are shown in search results, this is considered SEM. But PPC isn’t always related to SEM. When PPC Strategies are used on channels other than search, this is not considered SEM. For example, PPC can be used on sites that support digital ads like Promoted Tweets or Facebook Ads. PPC also includes Google display ads, where brands are charged when a user clicks on a banner ad on a website. So while PPC is an SEM tactic, it can also refer to a type of social or display ad marketing. What’s the difference between SEM and PPC? Though these terms get used interchangeably, there is a difference between Search Engine Marketing (SEM) and Pay-Per-Click. SEM is an umbrella term that encompasses PPC but is not limited to only this form of advertising. It references activity that intends to improve how easy it is to find a website through a search engine. SEM is both paid and unpaid, PPC, or organic traffic. PPC is online advertising that works with search engines and other channels such as video ads (YouTube) and picture ads (Instagram/Facebook). SEM Fundamentals:Terminology, Platforms, and Tactics So far we’ve covered:  What is SEM?  What is the difference between search marketing, SEO, SEM, and pay-per-click marketing? Next we’ll review SEM fundamentals like the terminology, platforms, and tactics that are related to paid search engine marketing. SEM Platforms An SEM platform is a search engine where a brand can place search ads that are displayed when users perform a search. The most common SEM platforms are Google and Bing.  Google Ads is the most widely used SEM platform. Billions of Google searches are performed a day, so it can help you get in front of the largest online audience.  Bing Ads claims to connect with 3 million searched that Google can’t reach. By serving ads on partner sites such as Yahoo and MSN, Bing Ads help you connect with searchers who aren’t exclusively using Google for search. Types of SEM Keywords SEM keywords are the terms and phrases that you target in your search engine marketing campaigns. When users search for those keywords, they see your ads. For example, if your campaign targets the term “virtual assistant,” your ad may show when a user searches for that phrase.
  • 22. When you set up an SEM campaign, you choose the keywords you want to target and/or avoid. There are four types of keywords you can use in your SEM campaigns. 1. Broad match keywords target variations of a term. This includes similar phrases, singular or plural forms, misspellings, stemmings, or synonyms of the target term. For example, when targeting the broad match keyword virtual assistant, a campaign may also target virtual assistants, online assistant, and virtual team. 2. Phrase match keywords target the exact phrase, plus any phrases that have words that come before or after the target keyword. For example, when targeting the phrase match keyword virtual assistant, a campaign may also target best virtual assistant, find a virtual assistant, and hire a virtual assistant. 3. Exact match keywords target words that are very closely related to the target term. This includes misspellings, singular or plural forms, stemmings, abbreviations, reordered words, paraphrases, or closely related words with the same search intent of the exact match term. For example, when targeting the exact match keyword virtual assistant, a campaign may also target virtual assistants, virtual assistance, and virtuals assistant. 4. Negative keywords exclude terms that you don’t want to target. Negative keywords are variations of broad match, phrase match, and exact match keywords that you don’t want to use in your campaign. These terms may be semantically related to your keywords but unrelated to the search intent of the target term, your campaign, or ad copy. Examples of negative keywords for the target term virtual assistant may include virtual assistant salary or virtual assistant training. If the ad were trying to target companies looking to hire a virtual assistant, the intent for those terms wouldn’t be relevant; therefore, they should be excluded from the campaign. SEM Targeting Targeting keywords tells a search platform when to show your ads. SEM targeting takes it one step further. Through targeting, you set additional parameters for when your ad should show and who it should show to.  Location targeting sets ads to only show to people who are within a certain ZIP code or geographic area.  Ad schedule targeting sets ads to only show at certain times of the day or during specific days of the week.  Demographic targeting sets ads to only show to people who fit certain demographic categories based on age and gender.  Device targeting sets ads to only show to users on specific devices such as mobile phones, desktops, or tablets. SEM Account Structure Account structure is the way your SEM campaigns are organized and set up. It groups relevant themes and keywords to create campaigns within your account. This Google chart shows the hierarchy of how the account structure works.
  • 23. Campaigns: As the highest level within an account, each campaign has its own unique goal, budget, bid strategy, and targeting settings. Campaigns are often used to organize accounts into larger themes related to specific products, services, target audience types, or promotions. For example, a platform that matches virtual assistants with clients might have two campaigns, one to target people looking for virtual assistants and one to target people who are virtual assistants. Ad Groups: Within a campaign, there are ad groups that break the campaign into even more specific themes. Most campaigns have a few different ad groups, and it is recommended not to exceed seven to 10 ad groups per campaign. For example, the campaign targeting virtual assistants might have two ad groups: one targeting part-time virtual assistants and one targeting full-time virtual assistants. Keywords and Ads: Each ad group has its own set of target keywords and ads. The keywords and ad copy target the ad group’s unique audience and theme. It is recommended to have two to three ads and no more than 20 keywords per ad group. For example, the ad group targeting full-time virtual assistants might create ads and use keywords that speak directly to virtual assistants looking for full- time work, whereas the ad group for part-time virtual assistants would target keywords and use language about part-time work. SEM Ad Copy For the most part, SEM ad copy mimics organic search results. But they also have options for showing additional information. A standard ad usually includes two headlines, a description, and a website URL. You can also add:  Sitelink extensions  Callout extensions  Call extensions  Message extensions  Location extensions  Advertiser ratings  Price extensions  Structured snippet extensions
  • 24. SEM platforms may also offer additional search ad formats such as product carousels. The SEM Ad Auction When you set up an SEM campaign, that doesn’t mean your ad is going to show every time someone searches for your target keyword. SEM platforms have a built in system that decides if and when your ad shows, and how it competes with other brands that are targeting the same keywords. This system is called an Ad Auction, and it is based on three factors.  MAX CPC Bid – the maximum amount you are willing to pay when someone clicks on your ad.  Quality Score – a rating that the platform assigns to your ad. There is no clear formula for Quality Score, but it is believed to be based on factors such as your click-through rate (CTR), the relevance of keywords to the ad group, the relevance of landing page to keywords, and historical ad performance.  Ad Rank – a rating that the platform gives to your ad to determine where it will show on SERPs. The higher your Ad Rank, the better placement your search ad will have. These three factors are used to determine who “wins” the Ad Auction and gets the best placement on search engine results pages. Max CPC Bid x Quality Score = Ad Rank 3. Social MediaOptimization(SMO) Social media optimization (SMO) is the process of optimizing your website to make it more “sociable.” In other words, SMO makes it easier for your business to get discovered online by all the rightpeople!(That’swhySMOissometimescalled“searchmarketingoptimization”.) SMO bridges the gap between your site and your social presence (meaning, your Facebook-Twitter- LinkedIn-Instagram-whatever accounts), making you more visible on the web, and giving your audience more waystoconnectand interactwithyou. When done right, SMO keeps your brand messaging consistent across all networks, improves your site rankings on search, drives traffic from social sites and organic search, and boosts awareness of youand your brand.
  • 25. HOW TO OPTIMIZE SOCIAL MEDIA CONTENT To determine what type of content is best suited for their audience, social media managers usually begin by identifying what their followers are looking for and where they are looking for it. This often includes examining which social media platforms offer the greatest opportunities for engaging with their ideal customers. Social networks like Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube, and Pinterest each cater to a distinct demographic of users, so part of social media optimizationistailoringthe contentaccordingly. Especially on hashtag-driven networks like Instagram and Twitter, social media optimization also involves identifying hashtags that will increase the likelihood of a user seeing a specific piece of content. For example, a car repair shop would research trending hashtags that are relevant to the automotive service industry and use them strategically to get their content in front of their targeted audience. Most networks have specifications for the type of content that can be shared. They indicate what aspect ratio(s) images/videos should have, as well as character limits for text and how many hashtags, images, and links can be included in one post. All of these specifications are important considerations when developing a social media optimization strategy. Social media management tools like Hootsuite, Buffer, and Later are helpful for organizing and planning content according to each network’srequirements. SMO VS. SEO Social media optimization and search engine optimization (SEO) are also closely related. Search engine optimization involves keyword planning and adjusting site content to maximize the chances of the site ranking among the search results for those terms. This largely depends on each search engine’s algorithm. These algorithms often consider how a website’s links perform on social media when determining the overall search performance, so a website’s SMO strategy is an important tool for SEO as well. 4. Email Marketing Email marketingisthe use of email topromote productsor serviceswhile developingrelationships withpotential customersorclients. Itisessentially directmail done electronicallyinsteadof through the postal service. Importance of Email Marketing  Costslesserascomparedto othermarketingchannels  Showsa higherROI(returnon investment)  Helpsinattractingnewcustomers  EasierIntegrationwithothercommunicationchannels  Assistsincreatingtargetedandpersonalizedmessages  Helpshigher-intentclienttoengage withyourbusiness
  • 26.  Helpsreachinglargeraudiencesandevensmallertargetedlists Types ofEmail Campaigns There are a variety of email campaigns that can be used to interact with your target audience. And here’showyoucan optimize eachtype of email campaign:  Welcome emails  Newsletter  Promotional emails  Abandonmentcartemails  Re-engagementcampaign  SponsorshipEmails Email MarketingTools Selectingthe righttool foryouremail campaignisessential,asitwill helpgrow yourbusinesses. With the tool, it's easier to identify the right templates for your emails. Selecting the right tool can help to share engaging emails such as welcoming a new subscriber, notifying clients of a sale, etc. These are some of the mostwidelyusedtoolstoensure youhitthe markeverytime: 1. Mailchimp 2. Marketo 3. ConvertKit 4. Sendinblue Mailchimp  It isa reliable andfeature-packedtool thathelpsgrow businesses  Offersbasicanalyticsthatare helpful for inboundcampaigns  It helpsinboostingleadtrackingandconversions  It isa cost-efficienttool forbusinesseshavinglessthan2,000 subscribers Marketo  It has variouspricingoptionsthatcanfit intodifferentcompanies'budgets  It is suitable for medium-sized organizations and provides serviceswhich can be focused on lead management,emailmarketing,andmobilemarketing  It's easyto learnand setup.Andyou pay onlyforthe optionsthatyou use
  • 27. Convertkit  Easy understanding of autoresponder sequence and enables us to create segments of the target audience  Helps to grow businesses through attractive forms, dynamic emails, trackable data, and simple automationfeature  Newfeaturesare regularlyupdatedforbetterusage SendinBlue  Automationworkflowspeedsupsthe taskandenhancesthe userexperience  Optimizesopenandclick-throughratesbyschedulingtime anddate fordeliveringemails  Easy to create a professional newsletterwithitsadvancedfeatures BenefitsofEmail Marketing 1. Easy and effective Reach 2. Resultdrivencredibility 3. Good Engagement 4. Generationof Leads& Calls 5. Interactive Communication 6. BoostingSales 7. Get StartedQuickly 8. LessinvestmentMore Profit 9. OffersaPersonal Touch 10. Attract NewClients 5. ContentMarketing What is ContentMarketing? Contentmarketingisthe provenpractice of generate interestinabusinessanditsproducts/services by creatingvalue forcustomersthroughengagingandinformative content.Asamarketingpractice that spanstraditional anddigital channels, contentmarketingisanintegral componentof any successful marketingorganization. What is the Use of Content Marketing? The growth of the World Wide Web, social networks, and mobile technologies has changed the relationship between consumers and businesses. Average consumers today don’t buy a product just
  • 28. by passively watching its advertisement on a billboard. They research on Google to compare similar products, read the product’s review online by experts, andeven ask their friends on social networks, before spendingtheirmoney. As a result, businesses need to rethink their traditional marketing strategies and channels if they want to earn the trust of their customers and influence their buying decisions. This is where content marketing plays an important role. It helps businesses to attract potential consumers’ attention towardstheirproductsby highlightingandpromotingtheirkeyfeatures. ContentMarketing Strategy Before you create a content marketing strategy for your business, you need to define the goals first. What are you trying to achieve with your content? Is it more subscribers to your blog? Or isit traffic acquisition? Or maybe, you want certain sales pages of your website to convert? Whatever they are, youneedto clearlylistthe goalsbefore youevenbeginlayingdownthe strategy. That being said, there are certain overarching elements to a content marketing strategy which are the same, regardless of your goals. They are listed in brief below, as we will look into them in detail laterinthistutorial:  Understandingyourcustomers  Buildingyourbrandmessage orstory  Definingthe contentyouwanttocreate  Measuringthe successof your contentmarketingefforts Content Marketing Blogs What is Blog? A blog is an excellent tool for creating and publishing content. It can be your website’s home base or a hub for your content, where you can write posts such as product announcements, service guides, thought leadership articles, press announcements, and more. It is basically a platform for youto share yourideasandthoughtswiththe world. How a Blog Works There are certainbasicrulesthatyou needtofollow,especiallyif youare writingabusinessblog:  Know your audience and keep in mind the goals you’re trying to achieve through your blog. Track if these goalsare beingmetviaGoogle or yourcustomanalyticstool.  Write down killer headlines which will improve the open-rate of your blogposts, especially if youare marketingitviaEnewslettersorlife-cycle emails.  Design your blog so thatit not onlylooks beautiful but helps your customers to easily find items such as the RSS subscription icon, a search box, your contact information, and social sharing icons.  Make sure that you have categorized your topics well. Add relevant keywords and tags to your topicsso that customerscaneasilyfindthe blogposts.  Keep an eye out for spam comments and enable the comment moderation feature which allowsyoutofilterspams.
  • 29. BenefitsofMaintaininga Blog A blog is primarily a community-building tool, a place for generating leads based on new subscriptions, which might also directly or indirectly lead to a sale. It is also an excellent tool for content maximization, for instance, let’s say you have created a new video tutorial for your customers, which you’ve published on your website and on YouTube. Now, you create a blogpost for the same and market this video on your blog. Most importantly, your blog helps to nurture good relationswithyourcustomersandretainthemlonger. Lifecycle Emails & eNewsletters What are Lifecycle Emailsand eNewsletters? Lifecycle emails and eNewsletters are basically permission-based emails that offer value to your customers. When your customers sign-up for your product or service, you can prompt them for these email subscriptions. While eNewsletters are typically distributed weekly or monthly, the distribution of lifecycle emails can vary accordingto your campaign.Let’slookat whenandwhyyou can sendthese emails. How do Lifecycle Emails Work? These are emails with educational content in them for new customers. By educational content, we mean certain insights, strategies, or know-how’s that you as a business offer to your customers in orderhelpthemwiththeirtasks. For instance, let’s say you are an eLearning company which sells training software to companies. You can create lifecycle emails, which provide your customers with helpful strategies in overcoming training-related challenges such as reducing costs and saving employee work-hours. You can spread these life-cycleemailsoverthe course of a week,month,orevenayear. How do eNewslettersWork? eNewsletters are emails you send out to both existing and new customers. The emails can contain information about your product, service, or even company-related information. You can include full-length articles or short image-based content, which links out to some specific landing pages of your website. BenefitsofUsingLifecycle Emails and eNewsletters The benefits of circulating lifecycle emails and enewsletters are manifold. Since lifecycle emails are targeted for your new customers, their primary goal is to drive your sales funnel. However, you are not directly pitching your customers a product or a service. Instead, you are trying to offer them value, so that they look at you as thought leaders in the industry. In that sense, it is more of brand buildingbutone thatgentlypushesyourcustomerstowardsasale. An eNewsletters is a promotional tool for your content. For instance, you can email your customers a new whitepaper, an ebook, a webinar, or a video that you have recently created. You can also
  • 30. create aggregated content such as a round-up of all your blogposts for a particular month and send it outas an eNewsletterstoyourcustomers. WhitePapers & Case Studies Both whitepapers and case studies are primarily B2B marketing content, however there is a thin line of difference inthe waytheywork. What is a Whitepaper? A whitepaper, also called a research paper, is a kind of an extended report which focuses on a particulartopic,elaboratesit,andexplainsitindetail.  A whitepaper is a long and linear narrative which argues a certain concept, while backing the argumentwithdata andresearch.  The language used in a whitepaper is formal, which might also include technical jargon used by experts.  A whitepaper can consist of statistical tables, quotes from leading research firms,excerpts from academicbooks,etc.  The contentsof a whitepapershouldbe text-heavymeantfordeepreading. Purpose of Writinga Whitepaper With a whitepaper, you can talk about your expertise and educate prospective customers about your business. If you sell a product or provide a service, which customers buy or subscribe to only after due research, then you can come up with a whitepaper which guides them in their buying decisions. What is a Case Study? Case studies feature a client story, narrating how a client used your product or service to achieve its businessgoals.  A case studyis typicallyafirst-personnarrative writteninthe formof a story.  It isa testimonial whichrelatesareal-life event.  It is written in a simple format telling readers about a certain company’s challenges, solutions and results,attimesusingdirectquotesfromthe company. Purpose of Writinga Case Study A case study is basically trust-building content. It is created with the intent to build your credibility and trust among your customers by sharing a real-life story. For instance, if your company sells training software and solutions to other companies, then a possible case study might feature how a certain company used your tools to bring down its training costs and save time. You can market this case study as a press announcement, email campaign, and even host this content on a particular landingpage of yourwebsite.
  • 31. eBooks & Digital Magazines What is an eBook? An ebook is like a whitepaper but it is more informal, loose, and more playful. The language used is more everyday talk and is designed in a visual manner. The content must be entertaining and easily consumable withboldheadlines,callouts,andbulletedlists.  An ebookiswritteninaveryconcise style keepinginmindthatreadersskimandskip.  The content is highly-visual and the ideas and concepts an ebook contains have to be interestingandpreferablythosethatare trendingandcurrent. BenefitsofUsingeBooks Ebooks are awesome because they can bring your website traffic and generate more leads. You can market free ebooks, as an incentive for new customers to subscribe. When they land on a specific page of your website, you can prompt them to collect their free ebook. You can also market these ebooks via email campaigns. However, make sure that you add clear call to action buttons in your ebookssothat readersare directedtoyour keypages. What is a Digital Magazine? A digital magazine is a periodical, which is something in between a PDF and a traditional magazine. It can be a fortnightly or monthly magazine containing a variety of content from articles, videos, podcasts,and more. A digital magazine is an awesome tool for presenting a ton of content that you already have but don’t want to host on your main website. For instance, you can create a digital magazine consisting of infographics, podcasts, videos, etc. You might not want this content to be an integral part of your website, but you still want them as they serve a specific purpose such as capturing long-tail SEO keywordsthatyourwebsite’scontentdoesn’t. BenefitsofUsingDigital Magazines Digital magazines can become a great hub for your content. For instance, you can create content around certain keywords and host them in your digital magazine. It is also an excellent platform for integrating all your offline content such as brochures, books, etc. and giving them an online presence. Mobile & Web-Based Applications What are Mobile and Web-basedApplications? Mobile as well as web-based applications are awesome tools for marketing your content to a populace, which is increasingly using their smartphones instead of their PCs to access the Internet. Though mobile apps are in the trend, you should not limit yourself to these. You should also create web-based applications, which are built to serve a specific use and customer base; and can be accessedfromdesktops,laptops,andevenmobiles. How to Use Mobile Appsfor ContentMarketing
  • 32. If your business is about selling a service or a product online, then you should definitely consider creating a mobile application as one of your priority content goals. You can create a native app built for specificplatformsanddevicessuchasAndroid,iPhone,iPad,Blackberry,andmore. One of the reasons why you should create mobile applications as part of your content marketing strategyis because today most people access the internetfrom their smartphones rather than their PCs. Having a mobile application for your business helps you capture this customer segment and drive more trafficandsales. How to Use WebApplicationsfor ContentMarketing You can create web-based applications that are mobile responsive and market them on specific marketplaces such as Chrome Web Store. You can also host these web-based applications on your website to help your customers tackle a problem or complete a task. For instance, let’s assume your company sells insurance policies. You could create a custom application such as a tax calculator, which will calculate the tax savings of users who want to take a certain policy. Customers can download these applications and use them when they want, with or without aninternet connection. You need to develop a web-based application if it helps your customers complete a task they perform on a daily basis. Web-based applications bring in new customers onboard as they sign-up or download these applications. It also helps in retaining existing customers, while positioning you as a thoughtleaderinthe industry. Podcasts & Webinars What are Podcasts and Webinars? Podcast and webinars are spectacular pieces of content that can be easily consumed, by an audience, without any hassles. Unlike an online video, customers can listen to your podcast or webinar anytime, whether they’re driving or jogging. That being said, both podcasts and webinars can use videos. However, audio podcasts are more popular and preferred by most people, while a webinartypicallyisaccompaniedbyonlinepresentations. A podcast is primarily a one-way communication, where you pre-record a discussion on a topic that will interestyourcustomers,andthenreleaseitforyouraudience. A webinar goes a bit further, as it is a participatory experience, where attendees can access the conference viaaweblinkora meetinginvitation. Tips to create a successful Podcast  You can create a podcast out of your existing videos such as those with a presentation or speech.Simplyremove the visualsandcapture onlythe audio.  Research on what kind of podcast you want to create. Listen to some podcasts and see if you like the casual andconversationstyle orthe more formal businessmeetingkindof talkshow.  Keep your podcasts short enough to be engaging and long enough to be useful. A 30-minute podcastis prettymuchthe standard.  Do not forget to plan and make notes of what topics and things you will be discussing in your podcast.Thishelpsyouto stay focusedandnotstray fromthe maintopic.  You can also add music to the opening and closing of your podcast but always use licensed music,as youdon’twant anylawsuits.
  • 33. Tips to create a successful Webinar  Research the problems your customers are facing and always tackle these issues in your webinars.  Your webinar can be a how-to content which offers specific steps and information or thought provokingandstrategiccontent.Decide whichone worksbestforyourcustomers.  Create a storyboard where you have the structure of your webinar fully laid out. This helps you to progresslogicallyandstepbystepthroughthe webinarwithoutconfusingparticipants.  Create really catchy titles such as “Top 5 Essential Strategies for Creating a Killer Facebook Page.” BenefitsofUsingPodcasts  A podcast is a great tool to talk to your target audience and can be a great community-building tool.  You can distribute the podcasts as an RSS feed on your website or on podcast directories such as iTunes.  The best thing about podcasts is that you can take any existing content that you have such as a presentation,video,orevenablogpostandthenre-hashitto create a script foryour podcast. BenefitsofUsingWebinars  Webinars, or webcasts as they are alternatively called, are very effective for B2B content marketing.  Webinars are primarily looked upon as educational content and helps you to set yourself as a thoughtleaderinthe business.  By offering quick and actionable tips that resonate with your audience, you can earn their trust and word-of-mouthrecommendation. Videos & Infographics What are Infographics? Almost every business today creates a video or infographics as part of their content marketing program. In a business context, you can use videos to give customers a guided tour of your product or service. With infographics, you can help your customers understand a specific problem that you solve forthem. However, the use of videos and infographics are not limited to product tutorials and guides. With the unprecedented growth of video sites like YouTube and Vimeo and infographic sites like Listly, you can use videos and infographics to create brand awareness, generate sales leads and establish yourself asa thoughtleaderinthe industry.
  • 34. Tips to Create a GoodInfographic Contrary to popular belief, it is not an expensive affair to create a decent video or an infographic. However, the focus must not be solely on creating content that goes viral but content that tells a storythat your customerswill findinteresting.  Even if it’s about your product or service, it doesn’t have to be overtly serious. Create video or infographicsthatentertain,whileatthe same time,educate yourcustomers.  List out what your video or infographic will feature. Will it tell a real story of only your company or include yourclients,vendors,customers,etc.?  In the case of a video, the first part is to create an excellent script. The second part includes the voice-overandvisuals.Hire professionalstodothese jobsforyou.  Though manyinfographics include data and statistics, a great infographic has to do much more. That is,it has to provide insightsintothe dataandshow how all the informationaddsup. BenefitsofUsingInfographics To say that videos and infographics are a great addition to your content marketing strategy would be an understatement. They are very essential, as they have massive reach, owing to their visual nature and potential togoviral. Since Google today has a blended search approach, your videos and infographics can improve your Google rankingsandbringinmore trafficto yourwebsite. Articles & Press Releases What are Articlesand Press Releases? Whether they be the good old long-copy feature articles or the new-fangled, instruction based, step-by-step how-to ones, articles are essential to the success of your content marketing strategy. You can use articlesto  Discussindustrytrends  Offersolutionstotypical concernsof customers  start a discussion Similarly, press releases or online new releases as they are often called, are essential to provide your brand more exposure and recognition. Generally a press release comes under PR and marketing,andtheyhelpyoutoinformyourpotential buyersof yourproductsandservices. How to Use Articles Creating articlesis the best way for your business to directly address the concerns of your audience. However, creating a single article is not going to help. You need to create an article campaign for which you need to include your SEO team and create a keyword campaign. Based on this and other accompanying research such as competitor and market analysis, you can create well-informed articles,whichspeaktoyourreaders.
  • 35. How to Use PressReleases For press releases, you need to have a story to tell. Refer to Story Building and Content Creation to learn how to build a great story around your business. It doesn’t matter if you don’t have a new per say such as new product launch or service expansion, what you must be able to tell is a really good storywithyour pressrelease. BenefitsofUsingArticles and PressReleases Though it is regarded that online readers do not like reading long copy, however, creating high quality articles and publishing them in top tier sites like Washington Post, Mashable, Huffington Post can drive huge traffic to your website and grow your list of subscribers and sales leads. Again, publishing thought-leadership pieces on your community blog can attract potential customers as well aspeople whocaninfluenceyourcustomersbuyingdecisionssuchasindustryexperts. What a press release does for you is pretty much straightforward – inform potential customers aboutyour productor service andinduce themtobuyor subscribe. Social Media Channels How to Use Social MediaChannels Social media promotion has become an essential part of any content marketing strategy today. This includes B2B and B2C marketing aspects and covers different social media channels such as social sharingnetworks,videochannels,photosharingsites,online communities,andmore. Among the different social media channels, some of the most popular ones are Facebook, Twitter, Youtube, Vimeo, Instagram, Flickr, Pinterest, and Quora. However, they are all similar yet different fromeach other.Let’slookat theminmore detail. Facebook & Twitter Facebook and Twitter are the prime social network channels. Facebook, with more than a billion users, is used by most, if not all, of your customers. Twitter is another tool that is equally effective when it comes to reaching out to your customers. That being said, let’s look at how you can optimize these channels:  Share interestingbutbrief contentsuchascompellingmessagesorshareable pictures.  Considerpostingcontestsandgiveaways.  Use hashtagsgenerouslybutalwaysbe relevantto the context.  Cover industry events, well-edited images, interesting quotes, and whatever you think works withyouraudience. Youtube & Vimeo Youtube and Vimeo are video channels where you can store your videos online and allow people to embed them on their websites and blogs. Let’s look at how you can optimize your business using these channels:  Alwaysallowembeddingof yourvideosasyouwantas manypeople toshare themas possible.  Create short videos and unlike a 10 minute long-drawn story, show snippets of scenes stitched togetherina 1 to 2 minute video.
  • 36.  Make videosaboutcustomersandtheirproblems,notaboutyourcompany. Instagram & Flickr Instagram and Flickr are the most prominent photo sharing sites on the internet. Let’s look at how youcan use these channelstomarketyourcontent:  Drive back traffic to your website by linking relevant call to action button in your images and photos.  Try sharing not only official content but photos that bring out your brand’s personality. A kind of ‘behindthe scenes’image of yourcompany.  Builda strongcommunitybyaskingyourfollowerstopostphotosfora contest. Pinterest& Quora Pinterest and Quora are basically online communities and among the largest today. Let’s look at howyou can utilize thesechannels:  With Pinterest, don’t just post images and pictures. You can even pin videos and landing pages, so that customersare encouragedtointeractwithyourwebsite’sactual content.  As for Quroa, it’s all about asking the right questions and answering them correctly. You should alsofollowtopicsandpeople whocaninfluence yourcustomerstobuyyourproductor service. BenefitsofUsingSocial MediaChannels The explosion of social media in the last decade has changed the way we interact with each other online. This has also changed the way businesses communicate with their customers. As a result, social mediamarketinghelpsyourbusinessinmanywayssuchas:  Buildyoubrandreputationandrecognitionamongpotentialbuyers.  Drive trafficto yourwebsites,whichcanleadtosales.  Gives small-to-medium size businesses a level playing field, where they can still get customers evenif theydonot rank insearchengines  Allowsyoutodirectlyinteractwithcustomersandunderstandtheirproblems better. 6. Affiliate Marketing What is Affiliate Marketing? Affiliate marketingiswhere youpromote anothercompany’sproductorservice inreturnfora commissiononthe salesyougenerate.Commissionsare typicallyapercentage of the sale price,but can occasionallybe afixedamount.
  • 37. Advantages of Affiliate Marketing A list of Advantagesof Affiliate Marketingisas follows - 1. Cost-effective Affiliate Marketingiscost-effective because itcanbe startedat a low cost,quickly,and withoutany hassle. 2. Convenientandflexible Affiliate Marketingismore convenientand flexible because itallowsmarketersto do theirjobs form the home,sotheycan decide theirworkinghoursaccordingtotheirconvenience. Affiliate Marketingis flexible becauseitoffersthe following3typesof rewards - Pay-per-sale - Itmeansyouhave to pay a percentage of the sale price tothe affiliatemarketerwho convincescustomerstopurchase the productviaaffiliate marketing. Pay-per-click- Itis a commissionthatisbasedonthe numberof usersan affiliatemarketerdirectsto the organization'swebsite. Pay-per-lead- Itassignedtoaffiliatemarketerswhenanyvisitorsfill his/herpersonalinformationon our site usingthe contact form.
  • 38. 3. Performance-BasedRewards In otherjobs,we geta fixedamountof salaryina month,butaffiliate marketingiscompletelybased on the performance.If we have excellentmarketing,writing,reviewing,andpresentationskillsthen we can earn more moneywithoutdoingmore effort. 4.Increase Traffic Affiliate Marketinghelpsustoincrease trafficfasterbygeneratingmore linksrelatedtoproducts. Generatingmore trafficalsohelpsustoimprove searchengine ranking. 5. Secondary Source of Income Affiliate Marketinghelpsustodo secondaryjobparallelswithoutinterruptingthe currentjob. Affiliate marketersworkfewhoursandgainmore income. 6. No expertise needed Expertmarketers(affiliates)are notrequiredtorunthe affiliatemarket.Everyone withouta professionaldegreecanlearniteasily. 7. Low InvestmentCosts We can start Affiliate Marketingatlowinvestmentcosts.Toworkas Affiliate marketers,youneed onlyelectricity,ISPsubscription,andhigh-speedinternetconnection. 8. No customersupport Affiliate marketersdonotface problemsrelatedtocustomersupport,bookkeeping,ande- commerce.Anaffiliatemarketerhandlestheseentire problemshimself topromote andresell the products. 9. Passive Income Passive income isone of the biggestadvantagesof AffiliateMarketing.Ithelpsaffiliate marketersto earnpassive income.Passive incomemeanstoearnmoneywhenyouare sleeping. Disadvantages of Affiliate Marketing There are the followingdisadvantagesof AffiliateMarketing- 1. We Don't Control our Competition As we all know that Affiliate Marketing gain popularity day by day, so our competition also varies based on the industry. Most of the companies offer various offers to attract customers, such as discountoffers,first-time shoppingoffers,etc.
  • 39. 2. No Guarantee ofRevenue No organization guarantees that the Affiliate Marketer will earn the expected revenue. The biggest challenge for Affiliate Marketersis to put all theirefforts to maximize the product's brand. If they are unable to maximize the brand of the product, it is very difficult to estimate how much money they made inthe end. 3. Affiliate LinkHijackers In Affiliate Marketing,there maybe achance that our Affiliate linkgetshackedbythe hackers. 4. False Advertisements It is the biggest disadvantage of Affiliate Marketing. Sometimes, Affiliate Marketing associates with spammy marketing campaigns that produce spammy, non-relevant, dummy, and false products to the customers, so always be aware black affiliate marketing strategies and false advertisements otherwise yourwebsite cancompletelydestroythe organization'sreputation. 5. Requiresself-Discipline Affiliate Marketing is like traditional marketing means there is not any established agenda, routine, and guidance todo work. Types ofAffiliate Marketing There are the followingpartsof Affiliate Marketing - 1. The Merchant The merchant is also known as Maker, retailer, creator, seller, or brand. In Affiliate Marketing, the role of a merchant is to create or sell products and services. The merchant may be a single entrepreneur,social mediainfluencer,oralarge company. 2. The Affiliate The Affiliates are also known as publishers, distributors, and advertisers. It is quite similar to the merchant. Affiliate marketers advertise merchant's products and services to earn money from the customers.The moneythataffiliate marketersearnformthe customerisknownas"Commission." 3. The Customer Customers are the most important part of Affiliate Marketing. Customers are the users who use products or services to meet their own requirements. In Affiliate marketing, marketers are always trying to find a smart and efficient way to reach their potential customers and sell their products to them. As we know, without customers, there will be no commissions, and without commissions, Affiliate Marketinghasnoexistence. 4. The Network In Affiliate Marketing, networks are used to handle all tracking, reporting, and payment activities related to the affiliate. Some affiliate networks help us to provide full-service management or a self- service management program. We can also use the affiliate network to promote different types of consumerproducts,suchas toys,tools,andmore.
  • 40. Example:Amazonisone of the biggestAffiliateNetwork. 5. Agencies Agenciesare usedtomanage the day-to-dayoperationsandstrategiesof aprogram. How to Start Affiliate Marketing? In the current era, everyone wants to earn money in the easiest way. Affiliate marketing is one of the easiestandsimplestwaystoearnmoneyonline. There are the followingstepstostartAffiliateMarketing - Step 1: Choose your Niche It is the first step to start Affiliate Marketing. Before building your site, first analyze that what niche you are going to target for sale. Every affiliate marketer has a niche that helps him to target more customers and increase the search engine ranking. The growth of Affiliate Marketing entirely dependsuponthe niche.  To choose a niche,start to workon the followingquestions-  In whichfield,we have advancedknowledge?  Do people take aninterestinthe niche whichwe select?  Will the demandforour niche stayconsistentornot?  Is there a lotof competitionformyniche?  Are the affiliate marketerhelpsustopromote ourniche? Step 2: Create your website Creating a website helps us to publish the products and services that we are offering to our customers. Using website customers actually know that which type of products we are selling to our customerand theirreactionson the particularproductand service. There are the followingthingsthatyoushouldhave tofollow while creatingthe website -  Buy a domain  Purchase andset uphosting  Install abloggingplatform  Install attractive andmeaningfultheme  Create content
  • 41. Step3: ResearchandSelectAffiliateProducts Once you findyourniche,it'stime toresearchand selectthe productsyouwantto promote. There are the followingquestionskeeponyourmindwhenyouselectthe Affiliateproducts -  What typesof merchantsuse the affiliate network?  How muchcommissiondidyouearnfromthe product?  Do youwant to be associatedwiththe productsandservices?  What kindof supportdoesthe program provide youwith?  What are the viewsof the audience onyourproduct? Step4: Create high-qualitycontent Approximately 82% of customers do research before purchasing any product. High-quality content helps merchants and affiliate marketers to grow their business by increasing sales. Affiliate Marketing allows us to use different content platforms to attract the audience and generate traffic on our website. An informative content helps us to answer questions and solve the problem that the userarises. To increase the leads, try to make easy sentences, paragraphs, and short notes on the website, whichisfrequentlyunderstandablebythe readers. Always remember the following things on your mind while creating high-quality content for the website -  Alwaystryto choose the rightkeywords  Focuson the practical value of an article.  Create a properstructure for yourarticle usingspecial marks,headings,lists,andbullets.  Focuson those productsinwhichcustomerstake more interest.  Try to add videocontent.  Clearlymentionthe discountsandoffers.  Include more examplestodefineyourideas. Step 5: Drive Traffic to your Affiliate Links Drive trafficonthe website helpsustoachieve amarketinggoal. There are the followingwaystodrive trafficonour website -
  • 42. i.Search Engine Optimization(SEO) Search engine ranking is based on the keyword. A high ranking of search engines helps us to generate high organic traffic. Always try to write each page with Meta description, Meta title, image tags, andheadings. ii.Make sure your link isvisible to the audience Make sure the link that you generate for the audience is clearly visible to the audience on your website. Sample, if you create a site for selling electronic material, then the "Buy now" button should be visible toyourvisitor. iii.Paid traffic Paid traffic is the best way to drive traffic to your website. The advantage of paid lead generation techniques is that users who click on your links are high up the buying cycle. And you will receive the cost of your advertisementwiththe commissionthatyoureceive persale. iv. Buildan email list Once your website is online visible to the audience, then you need to analyze those visitors who regularly visit the website and take an interest in your products. You can use pop-up or free plugins to create an email subscriptionorsign-upareaonyourwebsite. An email list helps you to target more audience and provide an efficient way to promote new products. You can regularly send emails to customers related to periodically promotions and special offers.The besttool tobuildan email listisMailchimp.itallowsyoutosend2000 emailsinamonth. v. Use social media Social media platforms help you to drive traffic. Using social media platforms, you can publish variouslongarticles,blogs,images,videos,gifs,andmore topromote an affiliatelink. Selectsocial mediaplatformsaccordingtoyourbusiness. For example, if your business is based on art, fashion, or something that then Instagram is the best platformforyou. How does Affiliate Marketingwork?  Affiliate Marketingusesfollowingsimple stepstopromote business -  Affiliatesmarketspromotethe product'sbrandontheiraffiliate'ssite.  Customers click on promotional brands on the affiliate's site, and cookies are stored on the customer's browser, which makes it possible for affiliate markets to track the customer's progressfromthe affiliate'ssite usingthe brand'sshoppingcart.  Now, customer redirects to the brand's website and purchases the products and services from the brand.  The Software as a service (SaaS) platform automatically pays the commission to the affiliate marketerfordrivingthe sale.
  • 43. Types ofAffiliate MarketingChannels There are the followingtypesof Affiliate MarketingChannels - 1. Influencers Influencers are the person who holds power to impact the purchasing decisions of a large segment of the population. They attain a great position to get more benefitsfrom affiliate marketing. The role of influences is to direct consumers to the seller's products through social media posts, blogs, and interactionswiththeirfollowers. 2. Bloggers Bloggers help you to increase the seller's conversions. They also help you to promote your business brand anddrive trafficto the seller'ssite. 3. CouponSites Coupon sites are important for businesses. It allows you to get a huge amount of traffic by increasing the revenue. The disadvantage of coupon sites is that the site's organic ranking is associated with your organization'sname andcouponcode. 4. Email Marketing Email Marketing is the most important source of affiliate marketing income. Most of the affiliates use email marketingtoearncommissionbysellingproductsandservices. 5. Large mediawebsites Large media websites help you to promote products to the audience through the use of affiliate links and contextual banners.Italsoimprovesconversionratesforboththe sellerandthe affiliate. 7. InfluencerMareting Influencer marketing is one of those terms where the name means what it says. It implies that businessesworkwithpeople of influence tohelpthemwiththeironlinemarketing. Influencer Marketing aims to identify the main people who act as influencers in your niche so you can approach themto workwithyouto promote yourbrand. So, what is an influencer? An influencer is somebody who has the power to affect purchase decisions of others. An influencer can do this because he has authority, knowledge, position and/or a special relationship with his audience. He is usually someone who has a significant following in a particular niche, and he actively engageswiththem. The size of an influencer’s following will depend on the size of the niche he or she chooses to operate in.There will be more followersof fashionthanthere are devoteesof GreekMythology. How to Create an InfluencerMarketingStrategy To create and launch an influencer marketing strategy for your brand, go through the following steps and downloadourfree influencermarketingstrategytemplate toguide youthroughthe process.
  • 44. Define YourGoals As with any smart marketing plan, start by outlining your goals. Set your intentions for what you wouldlike toaccomplishwithyourcampaign. Defining your goals in the early stages of planning will help you shape a consistent strategy throughout your campaign, and it will also give you an idea about the metrics you should track and monitorto measure yoursuccessat the endof the campaign. Some goalsyoumay wantto considerforyour influencermarketingstrategyinclude the following:  Brand Awareness:Gettingmore people toknow,recognize,andlike yourbrand.  BuildingBrand Identity:Gettingpeople tosee yourbrandpersonalityandvalues.  Audience Building:Gettingmore people tofollow andsubscribe.  Engagement:Gettingmore shares,comments,andlikesforyourcontent.  Lead Generation:Gettingmore people tosignupforyour leadmagnetsandoffers.  Sales:Gettingmore people topurchase yourproducts/services.  CustomerLoyalty: Gettingpeople tostayinterestedandconnectedwithyourbrand.  Link Building:Gettingmore links directedbacktoyoursite. Choose a Type of InfluencerMarketingCampaign Once you know your goals, it’s time to start thinking about the type of influencer marketing campaignthat will helpyouaccomplishyourmission. Influencer marketing campaigns usuallyinvolve three types of relationship triggers: inspire, hire, or a mix of both. You can inspire an influencer to share your content or messaging on their own. You can pay them to promote yourbrand.Or youcan create a situationthatusesa little bit of both. Here are a fewtypesof influencermarketingstrategiesyoucanconsider:  Gifting:Givingfree productsandservicestoaninfluencerinexchange forareview ormention.  GuestPosting:Creatingand contributingcontentforaninfluencer’sblog.  Sponsored Content: Paying for your brand to be featured on an influencer’s blog or social channel.Youmay or may notcreate the contentforthe post.  Co-Creating Content: Partnering with an influencer to create content that is featured on your website,theirwebsite,ora third-partywebsite.  Social Media Mentions: Getting a social media marketing strategy going with a personality or brand to mentionyourbrand,share yourcontent,orpost aboutyou.  Contests and Giveaways: Running a contest and asking an influencer to share your giveaway eventwiththeirfollowersorreaders.  Influencer Takeover: Allowing an influencer to take control of your social media accounts for a setamountof time.
  • 45.  Affiliates:Providingaunique code thatgivesinfluencersapercentage of eachsale theydrive.  Discount Codes: Giving an influencer a unique discount code for your product or service that theycan promote andofferto theiraudience.  Brand Ambassadors: Forming relationships with loyal brand fans wherein they mention or promote your brand, products, and services in exchange for exclusive offers, free products, or beingfeaturedbyyourbrand. Findthe Right Influencers With your audience clearly defined, you can finally start seeking out the influencers who will help youreach your goalsandconnect withyourtargetmarket. As youconsideryouroptions,explore the followingtypesof influencers:  Bloggers  Social MediaStars  Celebrities  IndustryExperts  ThoughtLeaders  Customers  NoncompetingBrands Once you determine the type of influencer you want to use, start researching individuals or brands inthat space.