In addition to helping you find keywords you should be bidding on, thorough keyword research can also help you identify negative keywords – search terms that you should exclude from your campaigns. Negative keywords aren’t terms with negative connotations, but rather irrelevant terms that are highly unlikely to result in conversions. For example, if you sell ice cream, you might want to exclude the keyword “ice cream recipes”, as users searching for ice cream recipes are unlikely to be in the market for your product.

However, in a social media context, video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.


Keyword research and analysis involves three "steps": ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword analysis and research is the search perception impact.[13] Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual.
Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.
Basically Google uses a complex mathematical formula called an algorithm to give a score to every website and every search people to do in Google to figure out which website should rank best for what people are looking for. Think of the algorithm like a collection of empty buckets. One bucket gives you a score for the quality of your site, one bucket gives you a score for how many sites link to you, one bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website. You can affect your search engine ranking by having the highest score in terms of quality of your site, of having the highest score in terms of authority of your website, of having the highest score in terms of the most trusted store for that search that people are looking for. The good thing is that there are hundreds of buckets, and for every single one of these buckets these scores put together in the algorithm to figure out where you rank is an opportunity for you to fill it up and rank better. So optimizing your site for search results really means getting the highest score in as many of these points as you can.
Back end tools, including Web analytic tools and HTML validators, provide data on a website and its visitors and allow the success of a website to be measured. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic tool: WebSideStory's Hitbox; and (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues and ensuring websites meet W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests, highlights, and reports on slightly different aspects of your website.
Retargeting is another way that we can close the conversion loop and capitalize on the traffic gained from the overall marketing campaign. Retargeting is a very powerful display advertising tool to keep your brand top of mind and keep them coming back. We track every single touch point up to the ultimate conversions and use that data to make actionable recommendations for further campaign optimization.

There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don’t let your brand be that guy – instead, your video should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers.
There are plenty of guides to marketing. From textbooks to online video tutorials, you can really take your pick. But, we felt that there was something missing — a guide that really starts at the beginning to equip already-intelligent professionals with a healthy balance of strategic and tactical advice. The Beginner’s Guide to Online Marketing closes that gap.
Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.
In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[12] These problems made marketers find the digital ways for market development.
Once you have your keyword list, the next step is actually implementing your targeted keywords into your site’s content. Each page on your site should be targeting a core term, as well as a “basket” of related terms. In his overview of the perfectly optimized page, Rand Fishkin offers a nice visual of what a well (or perfectly) optimized page looks like:

Native on-platform analytics, including Facebook’s Insights, Twitter’s Analytics, and Instagram’s Insights. These platforms can help you evaluate your on-platform metrics such as likes, shares, retweets, comments, and direct messages. With this information, you can evaluate the effectiveness of your community-building efforts and your audience’s interest in your content.


When it comes to PPC campaigns, it is just as important to organize your keywords as it is to research and identify the best ones. Astute search engine marketers use keyword groupings: Closely related keywords organized around a theme, such as product, service, audience, or searcher intent. These groupings help determine when, and in which position, an ad will show up.

Now, some buckets are worth more than others, and the three main buckets that you need to be aware of for search rankings are quality, trust and authority. So quality: what Google is trying to measure when they’re trying to figure out what sites should rank is offering something valuable or unique or interesting to googles searchers. For example: good content - if you are selling t-shirts and you are using the same description that every other t-shirt seller is using on their website then you are not offering anything unique to Google’s searchers. Even though your t-shirts might look pretty cool, the content is the same as everybody else’s, so Google has no way of telling that your t-shirts or your t-shirt site is better than anybody else’s. Instead, offer people interesting content. For example: offer them the ability to personalize their t-shirt. Give them information on how to wash it. What’s the thread count? Is it stain resistant? Is this something you should wear in the summer or is it more heavy for winter? Give people information, or even be more creative. Get people to share pictures of themselves wearing the t-shirt. Create a community of people who are interested in your product. Get a famous person to wear it and share that picture online. Do something different, do something unique. Show Google that you are different and better than the other search results.
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.
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