Many marketers like to compare organic SEO to public relations or “earned media” because there is no guarantee of success, making the ROI on earned media (including SEO) a challenge to predict and sometimes a challenge to measure. In both SEO and PR, marketers have the option of hiring internal staff, bringing in consultants, or using an outside agency. The same options apply for paid search marketing.
The growth of video marketing is presenting a unique opportunity for brands like yours. As consumers continue to prefer video to other forms of content, they’re now expecting brands of every size and in every industry to connect with them using video. Platforms are increasingly prioritizing video content, and even new devices like phones and tablets are more video ready than ever before. That means you have to take full advantage of this amazing marketing tool to be competitive. The longer you wait, the more customers you’ll lose.
Search engines use complex mathematical algorithms to guess which websites a user seeks. In this diagram, if each bubble represents a website, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links. Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links "carry through", such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while site E does not. Note: Percentages are rounded.
Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.
Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[18]
Social sharing is one of the simplest forms of earned distribution. It often happens organically, but you can encourage social shares by getting the ball rolling. Set up a schedule to post your video content from your corporate and personal accounts on every social channel you’re active on. Send a private message to friends and family to do the same. If you know anyone in a related field or industry, make sure they share your content, too! Though it’s not the best method, you can even incentivize shares by creating a contest or giveaway through an app like Rafflecopter.
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content41 for ranking, parsing structured data, and generating snippets.

People have more options than ever on where they’re starting their research, both in the traditional website sense (i.e., Google, Amazon, Pinterest, Facebook, Next Door, Trivago, Houzz), but also in new ways with voice search on Siri, Alexa, or Google Home. Tactically, of course, everything is different, but that’s the case with all marketing: the “how” will constantly evolve.


Another reason is that if you're using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don't recommend using too many images for links in your site's navigation when text links could serve the same purpose. Lastly, optimizing your image filenames and alt text makes it easier for image search projects like Google Image Search to better understand your images.

Another one of the benefits of SEM is that people who see your PPC ads are those most likely to want to buy your product or service. PPC ads require you to choose a geographic location and specific search queries to target. As a result, you can be sure that anyone who clicks on your ad is not arbitrarily surfing the web, but rather, is looking for your product or service and in a position to do so.
Search Engine Marketing or SEM encompasses the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditional SEM is made up of two processes: “organic” search engine optimization (SEO) and pay-per-click advertising (PPC) (or cost-per-click (CPC)). However, the field of SEM is a changing and expanding field thanks to constant new developments, such as:
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However Google implemented a new system which punishes sites whose content is not unique.[35] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[36] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[37] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognised term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [38]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.
Creating the link between SEO and PPC represents an integral part of the SEM concept. Sometimes, especially when separate teams work on SEO and PPC and the efforts are not synced, positive results of aligning their strategies can be lost. The aim of both SEO and PPC is maximizing the visibility in search and thus, their actions to achieve it should be centrally coordinated. Both teams can benefit from setting shared goals and combined metrics, evaluating data together to determine future strategy or discuss which of the tools works better to get the traffic for selected keywords in the national and local search results. Thanks to this, the search visibility can be increased along with optimizing both conversions and costs.[21]
Try sparking your audience’s curiosity by asking questions and using teasers to hook their attention right away. Your video should immediately convey its value and answer that “why should I watch it?” question that will be on your audience’s mind. Should they watch it because it will make them laugh, because it will inspire them to act or because it will teach them something new?
There's a lot to learn when it comes to the internet marketing field in general, and the digital ether of the web is a crowded space filled with one know-it-all after another that wants to sell you the dream. However, what many people fail to do at the start, and something that Sharpe learned along the way, is to actually understand what's going on out there in the digital world and how businesses and e-commerce works in general, before diving in headfirst.
This is an important step, but remember: not every metric will correlate directly to revenue. Some metrics, like lifts in brand favorability or consideration, don’t pay off immediately. They can take months or more to come to fruition, so be patient and make sure you’ve got in depth tracking enabled so you can do a better job tying your video metrics to ultimate sales.
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[39] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[40] in addition to their URL submission console.[41] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[42] however, this practice was discontinued in 2009.
YouTube SEO is search engine optimization to help people find your videos more easily. With millions of videos on the platform, you need to use video SEO to make your videos stand out. To optimize videos effectively, it’s important to do keyword research and to use those keywords in your video title, description, and tags. If people find and click your video, that will improve its rank. Other aspects of YouTube SEO include viewing time, comments and shares.
Paid distribution, or paying money for the distribution of your videoExtended ArticlePaid Video Distribution: Why You Need It and How to Use ItYou survived your production cycle and created a spectacular video — now, what do you do with it? The answer, of course, is distribute… Read More via advertising, has become almost essential to the successful marketing of any video. Because most sites don’t charge for the use of their services (think Facebook or content sites like Buzzfeed), charging for distribution has become their one way of earning money — meaning video creators like you sometimes have to pay more to get your content seen by a wider audience.
Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
During the shoot, your job goes beyond pressing record. First and foremost, you need to be a coach. Balance critical feedback with support and be quick to give encouragement after each take. This is why conducting a table read during the scripting process is so important: It’s easier to give feedback when there’s not a camera in the room. Remember, be a little silly during the shoot or your talent will be on edge and uncomfortable — and it will show in the footage.

Don’t cry. That’s what a video marketing platform is for; specifically, one like Vidyard that integrates with YouTube. Your YouTube presence can drive viewers to your site, where they’ll engage with you further. Through the platform, you can gain analytics on who’s watching what, for how long, and what that means for your content, and for your bottom line. It’s easy, too. Uploading, editing, distributing, and managing videos is a snap all from one central location.
Testimonial videos are one of the strongest types of videos Extended Article11 Powerful Customer Testimonial Videos Done RightPicture This You’re a small business owner and you’re trying to nurture your leads into becoming customers. You’ve already attracted an audience, engaged them on… Read More you can make; they show past or current satisfied customers talking about their positive experience using your product or service.
Before Sharpe ever came into close proximity with the internet marketing field, he was a construction worker. Needing a way to make ends meet, like millions of other people around the world, he turned to a field that could hopefully pay the bills. But try as he might, he was never able to actually get ahead. Until one day, when Sharpe discovered the amount of money being made online by internet marketers, his entire mindset changed.
Finally, it’s critical you spend time and resources on your business’s website design. When these aforementioned customers find your website, they’ll likely feel deterred from trusting your brand and purchasing your product if they find your site confusing or unhelpful. For this reason, it’s important you take the time to create a user-friendly (and mobile-friendly) website.
Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[24]
What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what’s called deep depth of field and are able to maintain focus across a larger portion of your frame.
We begin by gaining a sound understanding of your industry, business goals, and target audience. We follow a very formal marketing process for each social media strategy which includes in-depth discovery, market research, project planning, exceptional project management, training, consulting, and reporting. We also incorporate social media ads such as Facebook advertising into many marketing campaigns. As a top digital marketing agency we make social media recommendations that will be best for your business and offer the most engaging experience for your audience.
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