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dffded34c968-0 | Digital Mark eting Str ategy | Page 1 |
6da08886c042-0 | Digital Mark eting Str ategy PIERRE- YANN DOLBEC MONTREAL | Page 3 |
57ffc20e7dac-0 | Digital M arketing Str ategy by Pierr e-Yann Dolbec is licensed under a Creative Commons A ttribution- NonCommer cial-Shar eAlike 4.0 International L icense , except wher e otherwise noted. | Page 4 |
da6fc3f35571-0 | Contents Introduc tion Pierr e-Yann Dol bec 1 Ackno wledgmen ts Pierr e-Yann Dol bec 4 List o f Figur es Pierr e-Yann Dol bec 5 Introduc tion to Dig ital Mar keting Pierr e-Yann Dol bec Overview 11 Creating V alue in the Digital A ge 15 11 Understanding the Dig ital Consumer Pierr e-Yann Dol bec Overview 2... | Page 5 |
871e5c03f074-0 | Planning f or a Dig ital Mar keting Campaign Pierr e-Yann Dol bec Overview 45 SEO 46 Under standing H ow Consumer s Use Keywor ds 62 Using K eywor ds to A nalyze Competitor s 66 Exercises 70 45 Introduc tion to Dig ital S trategy Pierr e-Yann Dol bec Overview 73 Inbound and Outbound M arketing 74 Paid, Owned... | Page 6 |
722d5c5ede0b-0 | Act: Cr eating Con tent Pierr e-Yann Dol bec Overview 132 Creating Content 133 Structuring Content Cr eation 139 RACE and Content M arketing 143 Pillar P ages 147 Content Calendar 156 Exercises 157 132 Act: Le ad Gener ation and Le ad Nur turing Pierr e-Yann Dol bec Overview 160 ACT 160 Leads and Lead Gene... | Page 7 |
973928714498-0 | Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers Pierr e-Yann Dol bec Overview 218 Engage 218 Customer L ifetime V alue 219 RFM A nalysis 223 Net Pr omoter Scor e 226 Engaging Customer s in Co-Cr eation A ctivities 227 Exercises 231 218 About the Author Pierr e-Yann Dol bec 233 Versioning H istor... | Page 8 |
71f4554d0262-0 | Appendix: T ext Descriptions o f Figur es Figur e 2.2 Types of Segmentation? 235 Figur e 2.3 R V Betty? 236 Figur e 4.2 KP Is Example ? 237 Figur e 4.3 A ARRR? 237 Figur e 4.4 RACE Goals ? 237 Figur e 4.8 Conver sion P ath – 2nd Ex ample ? 238 Figur e 4.9 R ACE? 239 Figur e 5.18 Longtail K eywor ds and Conver s... | Page 9 |
0057751d6ef3-0 | Introduction PIERRE- YANN DOLBEC The in terne t has dig italized our liv es: w e no w cr eate and me et others in online c ommuni ties on w ebsites such as R eddit, Imgur , Facebook, or Nik eTalk. Our r elationships wi th our friends and families ha ve expande d to dig ital channels such as W hatsApp, Facebook M ... | Page 11 |
0057751d6ef3-1 | oduc ts. In this f irst se ction, w e focus on understanding a shif t in ho w firms c ommunic ate wi th consumers: they ha ve mo ved away from talking about themsel ves, which w as predominan t in a pr e-interne t era, to wards o ften o ffering fr ee resour ces to cr eate value f or c onsumers. W e then e xplor e h... | Page 11 |
b6bc6e166b69-0 | More pr ecisel y, Chapter 1: I ntroduc tion to Dig ital Mar keting discusses ho w dig italiza tion is chang ing the e cosystem in which we conduc t mar keting ac tivities. I n this chapter , we explor e wha t marketing is and ho w value is cr eated online, and brief ly touch on consumer journe ys. Chapter 2: Under... | Page 12 |
b6bc6e166b69-1 | each: Gener ating A wareness and A ttracting Visi tors discusses paid me dia ac tivities. W e first emphasiz e the ne cessity of building landing pages and describe wha t landing pages ar e. W e then turn our a ttention to the online e cosystem, discussing elemen ts such as t ypes o f paid me dia ac tivities and e x... | Page 12 |
de473047a614-0 | gated and unga ted content, ho w to build topic al relevance, and how pillar pages c an help us do so. The chapter ends wi th a shor t presen tation o f content calendars. Chapter 7 : Act: Le ad Gener ation and Le ad Nur turing looks a t the basics o f lead gener ation and le ad nur turing ac tivities. W e def ine... | Page 13 |
434ef2c09c70-0 | Acknowle dgments PIERRE- YANN DOLBEC Pierr e thanks Alexandr e Bustaman te for the book illustr ations, Kelly-Anne Lema y for forma tting and e diting, and Chloe Lei f or academic suppor t, as w ell as the f inancial suppor t of Conc ordia Univ ersity and the Open Educ ational R esour ces initiative. 4 | Ackno ... | Page 14 |
c223158c87e5-0 | List of Figur es PIERRE- YANN DOLBEC Chapter 1 Figur e 1.1 The Ev olution o f WOM The ory Chapter 2 Figur e 2.1 Persona Figur e 2.2 Types o f Segmen tation / Fr om Univ ersity o f Minnesota ’s Principles o f Mar keting / Text Description Figur e 2.3 RV Be tty / Cr edit: BBH Singapor e (@bbh_singapor e) / Tex... | Page 15 |
2d7d47440497-0 | Figur e 3.7 Journe y and Se arches Chapter 4 Figur e 4.1 Obje ctive / Goal / KP I Figur e 4.2 KPIs Example / Text Description Figur e 4.3 AARRR / Text Description Figur e 4.4 RACE Ojbe ctives / Text Description Figur e 4.5 Journe y and Se arches Figur e 4.6 Conversion P ath Figur e 4.7 Conversion P ath – 1s... | Page 16 |
2a9ecc32dd6e-0 | Figur e 5.15 Wallpaper Figur e 5.16 Map Figur e 5.17 Native Figur e 5.18 Longtail K eywords and Con version Ra te / Text Description Figur e 5.19 Facebook Ad Obje ctives / Text Description Figur e 5.20 Affiliate Mar keting Example Chapter 6 Figur e 6.1 Content Mar keting Figur e 6.2 Exemplar and Pr oto... | Page 17 |
f5f4b3094031-0 | Figur e 7.6 Double Opt-I n on I nstagr am – P art 2 Figur e 7.7 Double Opt-I n on I nstagr am – P art 3 Figur e 7.8 Drip Email Se quenc e Example Figur e 7.9 Drip Se quenc e Figur e 7.10 Email Automa tion / Text Description Chapter 8 Figur e 8.1 Conversion Ra te Figur e 8.2 Funnel / Text Description Figur e 8... | Page 18 |
8187c1856945-0 | Chapter 9 Figur e 9.1 Net Promoter Sc ore Figur e 9.2 Value Chain / Text Description List o f Figur es | 9 | Page 19 |
3295a3318db0-0 | Introduction to Digital Mark eting PIERRE- YANN DOLBEC Overview In this chapter , we discuss ho w dig italiza tion is chang ing the ecosystem in which w e conduc t mar keting ac tivities. W e star t by defining mar keting, v alue, and ho w value is cr eated. W e then go on to se e ho w the me dia e cosystem and ... | Page 21 |
983c2a0c6ae5-0 | What Is Mark eting? According to the Americ an Mar keting Associa tion—mar keting’ s top associa tion— marketing is “the ac tivity, set of insti tutions, and processes f or cr eating, c ommunic ating, deliv ering, and e xchang ing offerings tha t ha ve value f or customers, clien ts, par tners, and socie ty at la... | Page 22 |
983c2a0c6ae5-1 | on pr oduc ts’ utili ty. Utilitarian value , therefore, denotes the v alue tha t a customer r eceives base d on a task -related and r ational c onsumption beha vior ( Babin e t al. 1994 ). Since then, our understanding o f value has v astly broadene d to include other t ypes o f value, such as hedonic v alue —value... | Page 22 |
f380d22f2228-0 | creation tha t expand be yond the use o f a pr oduc t by a c onsumer to achie ve a spe cific task. Another impor tant transforma tion o f our understanding o f value creation o ver the last de cade is the ide a tha t value is always co- created (Vargo and Lusch 2004 ). Value is c o-cr eated thr ough the meeting o f... | Page 23 |
f380d22f2228-1 | d to man y ads tha t emphasiz e the ple asur e of driving, r ather than more utili tarian char acteristics such as fuel e conom y. And w e no w understand the v alue cr eated by a c ar as emer ging fr om the interaction o f a c onsumer and the c ar. For e xample, cr eating v alue by consuming a spor ts car can be ... | Page 23 |
321e27801a34-0 | the r esult o f the in teraction be tween a c onsumer and a f irm ( and i ts produc ts and ser vices). This has impor tant implic ations f or dig ital marketing, one o f them being the cr eation o f content. Man y firms participa te in cr eating v alue in c onsumers’ liv es b y offering fr ee content. This c ontent... | Page 24 |
321e27801a34-1 | ac ademics and pr actitioners t ypically aim to iden tify and r espond to customer ne eds as w ell as e xamining and r esponding to their c ompe titors’ ef forts. Being mar ket-orien ted has be en found to be ne cessar y for a f irm to c ompe te in mar kets effectively (Kumar e t al. 2011 ). For this r eason, w e w... | Page 24 |
8f41dbe15a09-0 | Creating V alue in the Digital Ag e Canadian me dia scholar Marshall M cLuhan famousl y wr ote tha t “the medium is the message ” (McLuhan 1964 ). By this, he me ant to emphasiz e tha t the char acteristics o f a me dium ( e.g., T V vs. prin t vs. interne t) pla yed an impor tant role in c ommunic ations, in addi t... | Page 25 |
f54ae6b110fc-0 | 16 | Introduc tion to Dig ital Mar keting | Page 26 |
5edcd0dad77c-0 | Figur e 1.1 The E volution of W OM Theor y In the 1950s, the dif fusion o f messages e choe d a vie w found in the v ery suc cessful series Mad M en: advertising f irms w ould cr eate what the y belie ved to be a message tha t could sell pr oduc ts and would use mass me dia such as T V, newspapers, magazines, and t... | Page 27 |
5edcd0dad77c-1 | tworks and c ommuni ties, which has r esulte d in the explosion o f influenc er mar keting and the rising inf luenc e of micr o- influenc ers. The y ha ve also de velope d capaci ties, such as social media moni toring, to iden tify emer gent disc ourses on and ar ound their br ands, which some times c omple tely rei... | Page 27 |
7badf44840ec-0 | The increased power of consumer s in cr eating, modif ying, and diffusing messages on and ar ound br ands has le d, for example, to the cr eation o f doppelg änger brand imag es, “a famil y of dispar aging images and me anings about a br and tha t cir culate thr oughout popular cultur e” (Thompson, Rindf leisch, an... | Page 28 |
7badf44840ec-1 | options f or me dia- base d en tertainmen t. T raditional me dia c ompanies ar e no w compe ting against user-g ener ated con tent found on social me dia websites such as I nstagr am, Fac ebook, and TikT ok. Y ounger consumers ha ve mo ved en masse to these ne w me dia, c omplic ating the cr eation o f advertising ... | Page 28 |
99eeee3a5a64-0 | when Mandel and V an der Leun men tione d in their book Rules of the N et how “attention is the har d curr ency of the c yberspac e.” Goldhaber (199 7) would add tha t “as the N et be comes an increasing ly str ong pr esenc e in the o verall e conom y, the f low of attention will not onl y an ticipa te the f low of... | Page 29 |
99eeee3a5a64-1 | ts in or der to understand wher e consumers hung out so as to plac e ad vertising there, wha t the y watche d so tha t the y could run ads during their favorite sho ws, and understand their mo vemen ts in a ci ty so as to put ads and bill boar ds in the rig ht plac es. Althoug h this still func tions online— you c... | Page 29 |
633dfb08422f-0 | targeting b y placing y our ads on r elevant websites—ther e has be en an impor tant swi tch to ward consumer s finding companies . Consumers f ind c ompanies thr ough their normal e veryday searches. I n the chapter on c onsumers and their journe y, we are going to se e how finding c ompanies e xpands the se ts of... | Page 30 |
633dfb08422f-1 | ting yourself as a c ompan y to r epresen ting the customer . What does this me an? It use d to be tha t, when f inding c onsumers, c ompanies w ould talk about themsel ves. T ake, for example, this ad fr om H ome Depot , 20 | Introduc tion to Dig ital Mar keting | Page 30 |
ae8e45335104-0 | which emphasiz es ho w “H ome Depot is mor e than a stor e … i t is everything under the sun … all a t a guar anteed low pric e” wher e you can sa ve on f looring and wher e the y have everything f or your ne eds. In shor t, the ad is pr esen ting the c ompan y and e xplaining wh y the compan y and i ts pr oduc t a... | Page 31 |
ae8e45335104-1 | this a step fur ther b y offering tutorials tied wi th pr oduc ts the y sell in-stor e, wi th a r eadily available shopping list f or do-i t-yourself pr ojects. H ome Depot, f or example, offers tens o f tutorials on their Y ouTube channel : This mak es sense since the home impr ovemen t stor e sells pr oduc ts for... | Page 31 |
700fa42fd884-0 | A Transforme d Consumer J ourney What is a consumer journe y? It is the e xperienc e of a c onsumer across the dif ferent stages o f their bu ying pr ocess, which then extends to phases o f relationships wi th a c ompan y. For e xample, let’s imag ine y ou w ant a ne w pair o f sne akers. Y ou mig ht have an exist... | Page 32 |
700fa42fd884-1 | can c onceptualiz e such changes in tr ansforma tions in the journe y consumers tak e when bu ying pr oduc ts the y want. 22 | Introduc tion to Dig ital Mar keting | Page 32 |
04b78c23d7fa-0 | Understanding the Digital Consumer PIERRE- YANN DOLBEC Overview In this chapter , we discuss ho w dig italiza tion is tr ansforming the journe y of consumers. T o be tter understand ho w to do mar keting online, w e also c over basic mar keting tools (i.e., persona and consumer journe y) to help us cr eate dig i... | Page 33 |
7730942f9fff-0 | marketing (i.e., an undif ferentiated appr oach wher e pr oduc ts ar e simpl y sold to the masses ) or targeted mar keting (click her e for more inf orma tion on these appr oaches ). In the la tter appr oach, firms pr actice segmen tation and tailor mar keting c ommunic ations and pr oduc ts to segmen ts. The dig... | Page 34 |
a90db03ab39c-0 | Figur e 2.1 P ersona Personas ar e impor tant because the y help y ou understand who y our ideal consumers ar e, wha t their char acteristics ar e, and ho w to talk to them. The ne eds, desir es, and pr oblems o f your personas (or segmen ts mor e gener ally) should be the star ting poin t of any marketing str ate... | Page 35 |
819853d81aa9-0 | typically segmen t consumers base d on their beha viors ( which ar e also no w tr ackable online!), demogr aphics, lif estyles, or psychogr aphics ( see Figur e 2.2 for a brief summar y or, for a te xt description o f the f igure contents, click her e). Figur e 2.2 Types of Segmentation / Fr om Univer sity of M i... | Page 36 |
f84deb8d7844-0 | eating he althy). Under lying all o f these goals, thoug h, is moti vation, or the psy cholog ical driving f orce tha t enables ac tion in the pursui t of tha t goal (Le win, 1935). Motivation c an stem fr om t wo plac es. First, i t can c ome from the benef its associa ted wi th the pr ocess o f pursuing a goal (... | Page 37 |
f84deb8d7844-1 | or psy cholog ical (for example, the ne ed to be ac cepte d by others ). Althoug h the dif ference is a subtle one, ther e is some benef it in distinguishing be tween ne eds and w ants. A need is a basic def icienc y given a par ticular essen tial i tem. You ne ed food, w ater, air, security, and so f orth. A wa... | Page 37 |
99376f1f10c7-0 | lamen t to a frustr ated par ent tha t ther e is nothing to e at, standing in fr ont of a full r efriger ator. Most o f mar keting is in the w ant-fulf illing business, not the ne ed-fulf illing business. Apple does not w ant you to buy just an y watch; the y want you to w ant to bu y an Apple Watch. Lik ewise, Ra... | Page 38 |
99376f1f10c7-1 | Needs and /or w ants and /or goals and /or challenges to facili tate the cr eation o f your c ampaign • Informa tion tha t mak es your persona f eel real, such as ◦ a pic ture ◦ a quote fr om an in terview wi th a r eal consumer ◦ a name ◦ examples o f “real” pr oblems 28 | Understanding the Dig ital Consumer | Page 38 |
c647186332ae-0 | Take the e xample o f RV Be tty (Figur e 2.3 , text here). Figur e 2.3 R V Betty / Cr edit: B BH Singapor e (@bbh_singapor e) / Text Description Can y ou f ind the inf orma tion men tione d abo ve in this shor t persona ? Rethinking the Consumer J ourney A consumer journe y is the tr ajectory of experienc es thr ... | Page 39 |
a9158b4ca7d0-0 | customer journe y, which w ould f ocus on the journe y of a customer with a spe cific firm and w ould include, f or e xample, touchpoin ts solel y associa ted wi th tha t firm, and c onsumer journe y, which is a br oader perspe ctive on c onsumers who “ under take [a journe y] in pursui t of large and small lif e g... | Page 40 |
a9158b4ca7d0-1 | a restaurant a da y bef ore going, and a last one wher e consumers pick restaurants two to thr ee mon ths bef ore going. Can y ou think o f wha t these r elate to ? We can h ypothesiz e: If you’re at work and looking f or a plac e to ha ve lunch, chanc es ar e, you w on’t de dicate much time to i t and will pick ... | Page 40 |
fa2bf6546a2b-0 | downtown lunchers mig ht be be tter o ff pushing I nstagr am ads wi th the menu o f the da y, or some dail y sale, ar ound 11 a.m. or just before lunch. R estaurants catering to gr oups or da tes mig ht want to star t campaigns on W ednesda ys to c aptur e Frida y and Sa turday restaurant-goers. And r estaurants th... | Page 41 |
fa2bf6546a2b-1 | o f familiar br ands, the c onsumer will c ontinue their r esearch ef forts, elimina te some br ands tha t do not f it their cri teria, and narr ow their list to a smaller number o f consider ed brands (i.e., a “ consider ation Understanding the Dig ital Consumer | 31 | Page 41 |
49cd6a31b0f7-0 | set”). 4. Purchase: Onc e ready to bu y, the c onsumer mig ht try out a produc t or se ek in-depth inf orma tion on an e ven smaller subse t base d on their c onsider ation se t, from which the y will purchase a pr oduc t or choose a br and. 5. Loyalty: Assuming their c onsumption e xperienc e goes w ell, the con... | Page 42 |
a9e5a5019dc0-0 | consumer journe y, base d on the pur chase de cisions o f close to 20,000 c onsumers acr oss f ive industries. The y found tha t these t wo assumptions did not hold: First, c onsumers do not star t with a lar ge set of brands the y are aware of. Se cond, c onsumers do not r educe their options as the y go thr ough ... | Page 43 |
a9e5a5019dc0-1 | e valuate their options. This is be cause br ands no w understand tha t by suppor ting c onsumers throughout their journe y, the y can en ter c onsumers’ c onsider ation set and ultima tely mak e a sale. McKinse y thus pr oposes a c ompe ting model, a circular model for the c onsumer journe y. The model is cir cu... | Page 43 |
ba4cd10bb000-0 | Figur e 2.5 Consumer J ourney: The Cir cular M odel 1. Trigger: The c onsumer e xperienc es a ne ed, a pr oblem, or wants to achie ve a goal, which ini tiates their journe y 2. Initial consider ation set : The c onsumer c onsiders an ini tial se t of brands base d on their e xperienc es, br and per ceptions, and e... | Page 44 |
2c66bee83b0e-0 | difference impor tant to dig ital mar keters: I t me ans w e can enter c onsumers’ c onsider ation se t without ha ving to c onduc t awareness-gener ating c ampaigns. I f we help c onsumers mak e their de cisions, or if w e have reviews online, f or example, w e can be c onsider ed by them. M cKinse y finds tha t t... | Page 45 |
2c66bee83b0e-1 | represent the customer: What are their ne eds? Goals? Pr oblems? How can w e suppor t them in addr essing these ? Our obje ctives ar e not to sell pr oduc ts or talk about our br and. Ra ther, we will se e tha t we mak e sales online b y suppor ting c onsumers thr oughout their journe y—helping them understand thei... | Page 45 |
406e3309187a-0 | Zero Moment of T ruth In an e xample o f great content mar keting f or themsel ves (i.e., this concept helps sell Goog le pr oduc ts!), Goog le in troduc ed in 2011 the concept o f zero momen t of tru th (ZM OT), “a new de cision-making momen t tha t tak es plac e a hundr ed million times a da y on mobile phones,... | Page 46 |
9dea50443213-0 | shopping en vironmen t which inf luenc es their bu ying de cision. • Second momen t of tru th: When a c onsumer e xperienc es a produc t following their pur chase de cision. The ZM OT is the momen t of truth—the c ontext be tween a c onsumer and a br and—tha t happens prior to a shopper noticing a pr oduc t in a s... | Page 47 |
3221a29a5717-0 | Goog le iden tifies four ZM OTs and brief ly explain ho w these interact with journe ys her e. The f our t ypes, also sho wn in Figur e 2.7, are the f ollowing: • I-want-to-kno w momen ts, wher e consumers turn to a se arch engine f or a kno wledge-base d quer y • I-want-to-g o momen ts, when c onsumers turn to se... | Page 48 |
40b5c9c6c9f0-0 | Journey Mapping Now tha t we ha ve the v ocabular y for these c oncepts, i t’s time to turn our a ttention to using them in pr actice. The journe ys and ZMOTs are generic w ays to understand ho w consumers go about buying pr oduc ts. Kno wing ho w consumers c onceptuall y mo ve from a trigger to making a pur chase... | Page 49 |
dcf1a1a959d0-0 | Figur e 2.8 J ourney M apping / A dapted fr om nngr oup.com Journe y maps e xist in a wide r ange o f shapes and f orms . The y all, however, shar e some c ommon elemen ts: • the persona • conceptual stages fr om a journe y (e.g., trigger , active evaluation, pur chase, and post-pur chase; or a wareness, consider... | Page 50 |
da1180e7a1cc-0 | This page pr esen ts a cle ar example o f this kind o f journe y templa te. Journe y maps ar e useful. The y help y ou understand ho w consumers mo ve thr ough their journe ys to addr ess their ne eds and pr oblems. Each ac tion the y tak e represen ts an oppor tunity for y our br and to cr eate a c onne ction wi t... | Page 51 |
cf9a7df6680e-0 | Betty lives in a suburb o f a ci ty. Her husband is also retired. The y have been talking about tr aveling in an R V upon r etiremen t for years—this is a long-time dr eam o f theirs. The kids ar e self -sufficien t and ha ve been out o f the house f or long enoug h tha t Betty doesn ’t have to w orry. She’s been ... | Page 52 |
06f5dcee47f3-0 | content. More precisel y, concentrate on the gener al ide a of what this pie ce of content would be about and dr aft the following: 1. a first pie ce tha t addr esses a pr oblem or a ne ed she is facing 2. a second pie ce tha t helps her e valuate her options 3. a last pie ce tha t sells y our pr oduc t Tip: Mak... | Page 53 |
436cf2d6a6cf-0 | Moving Fr om P ersona to J ourney Map • Sketch a journe y map f or your r eal esta te persona using the f ollowing journe y stages: ◦ awareness ◦ consider ation ◦ purchase ◦ post-pur chase • Identify two concr ete ac tivities tha t your persona is engag ing in f or each stage • Identify two touchpoin ts tha t ... | Page 54 |
a1e001f8065b-0 | Planning for a Digital Mark eting Campaign PIERRE- YANN DOLBEC Overview In this chapter , we discuss ho w to use k eywords to cr eate pages and c ontent tha t respond to c onsumers’ ne eds and goals and ho w keywords c an help us understand ho w our c ompe titors ar e positione d online. W e star t wi th a brief... | Page 55 |
631606f212ec-0 | SEO SEO is “the pr ocess o f affecting the online visibili ty of a w ebsite or a webpage in a w eb se arch eng ine’s unpaid r esults” ( Wikipe dia). This differentiates SEO fr om the use o f paid ads in or der to appe ar at the top o f search eng ine r esult pages ( SERP s). Take the f ollowing t wo screenshots, f... | Page 56 |
3defefc3fb1b-0 | Why is SEO Important? People use k eywords to in teract wi th c ontent online, and most online e xperienc es star t with a se arch (Forbes 2017 ). As w e will soon see, pe ople turn to se arch eng ines f or a wide v ariety of reasons, and these r easons pr ovide oppor tunities f or your f irm to sho w up when peop... | Page 57 |
cdf4b05b3d31-0 | A YouTube element has been e xcluded fr om this ver sion of the text. You can view it online her e: https:/ /opente xtbooks. concor dia.ca/digitalmar keting/?p=314 So, How D o You Rank High? The main job o f a se arch eng ine is to ser ve results tha t best addr ess people ’s search queries. Le t’s say you w ant t... | Page 58 |
9fc84cf9860b-0 | use in se arch queries. K eywords ar e central for dig ital mar keters. They are wha t we use to both talk to se arch eng ines in or der to ‘tell’ them wha t search quer y a spe cific w ebpage is suppose d to respond to ( and w e are going to se e shor tly ho w to do so ), but it is also wha t we use to talk to c o... | Page 59 |
9fc84cf9860b-1 | perf ectly aligne d wi th the quer y you belie ve pe ople will be making. This r eflects the impor tanc e of represen ting ( and understanding) the customer; y our pages ne ed to addr ess questions, ne eds, w ants, and challenges tha t people ha ve. In addi tion, y ou should ide ally wri te about topics y ou ar e ... | Page 59 |
60a33474af50-0 | Understanding Se arch Alg orithms to Rank High As sho wn b y the vide o explaining ho w Goog le w orks, ther e ar e more than 200 v ariables tha t are tak en in to ac count when r anking websites. Some o f them, thoug h, are mor e impor tant than others . Namel y, we can iden tify thr ee broad c ategories o f hig h... | Page 60 |
1f2ff00eb88f-0 | Figur e 3.2 T op Ranking F actor s Search eng ines use these thr ee broad t ypes o f fac tors be cause the y are trying to e valuate questions such as “For a spe cific se arch quer y, which w ebsite should I sho w first? W hich should I sho w se cond?” Planning f or a Dig ital Mar keting Campaign | 51 | Page 61 |
d08cfd16649f-0 | And so on. Again, as a r eminder , the goal o f a se arch eng ine is to show websites in the or der i t belie ves will best answ er the se arch quer y. As pr esen ted in the vide o, the r ole o f search eng ines is to make users happ y: If you c an e asily and r apidl y find an answ er to what you ar e looking f or... | Page 62 |
d08cfd16649f-1 | or not y our page answ ers the se arch tha t people ar e making and whe ther i t does so in a w ay tha t is en joyable f or visi tors. This is a crucial elemen t in understanding SEO: W e ar e not optimizing pages f or the sak e of optimizing pages. W e ar e optimizing pages in or der to answ er spe cific se arch q... | Page 62 |
af4ccc9ce7d6-0 | This appr oach mak es sense if w e look a t the spe cific fac tors above. Dir ect visi ts me an tha t people click on y our link when the y are on the SERP . We can optimiz e our page to maximiz e site visi ts by creating page ti tles and meta descriptions that inci te pe ople to click on our links. Le t’s look a ... | Page 63 |
a66182946809-0 | you cr eate when cr eating w ebpages. The y are par t of wha t is c alled the “ meta elemen t.” Ideally, you w ant to wri te your page ti tle and page description in a way tha t will inci te pe ople to click on y our link r ather than the links of your c ompe tition. Y our ti tle and description thus dir ectly addr... | Page 64 |
a66182946809-1 | time. In shor t, optimizing f or users me ans ha ving pe ople in mind when creating y our pages and c onsidering wha t the y are searching f or, how you can best answ er their ne eds and goals, and ho w to tell them tha t you ar e doing so. This will help addr ess the r est o f the user e xperienc e fac tors: tim... | Page 64 |
2b7ec6048add-0 | same si te” (Wikipe dia). Again, if pe ople ha ve a nic e experienc e, this should lo wer the bounc e rate. Since bounc e rate and page per session (the a verage number o f pages a person vie ws in a g iven session, wher e session her e can be substi tuted to a w ebsite visi t; i.e., the a verage number o f pages ... | Page 65 |
a3d3ca9a373a-0 | Figur e 3.4 Cross-Linkin g Example Backlinks The se cond most impor tant set of fac tors r elates to backlinks , or links back to y our w ebsite fr om other w ebsites. Backlinks c an be thoug ht of as v otes o f confidenc e from other w ebsites. I t’s like a populari ty contest: The mor e pe ople endorse y ou, th... | Page 66 |
c536565102a6-0 | (e.g., domain1.c om, www.domain2.c om, and so on ) linking back to your domain. Total f ollow-backlinks represen ts the total number o f links tha t are allo wed for w eb referencing tha t link back to y our page. Wi thout getting te chnic al, se arch eng ines dif ferentiate be tween t ypes o f links on w ebsites... | Page 67 |
c536565102a6-1 | it indic ated tha t it ma y follow certain nofollow backlinks, and several examples e xist of backlink str ategies wher e webpages shot up in r anking e ven thoug h the links tha t contribute d to the incr ease w ere no follow links. In addi tion to these t wo fac tors, which gener ally represen t the quan tity of... | Page 67 |
12d1671f1028-0 | is the clickable te xt tha t is under lined for a g iven link . Most o f the h yper links in this chapter g ive examples o f natural anchor te xt. The closer the anchor te xt to the k eywords on which y ou w ant to rank y our w ebpage, the be tter. For e xample, if y ou w ant to r ank a webpage on ho w to ba the a ... | Page 68 |
12d1671f1028-1 | se arch quer y “ho w to ba the a c at,” the webpages tha t are posi tione d on these k eywords ar e likely to r ank first. This is be cause these w ebpages ar e telling se arch eng ines, “Look a t our k eywords, w e ha ve cr eated a w ebpage spe cifically for this se arch quer y.” As a r esult, se arch eng ines c a... | Page 68 |
63dc2b63b2b8-0 | answ er their ne eds ar e happier about the se arch eng ine, and the y will c ontinue to use i t. The goal o f search eng ines is to ha ve pe ople coming back and use them again. B y helping se arch eng ines answ er exactly wha t people ar e searching f or, you ar e making sur e you rank higher. How do y ou posi t... | Page 69 |
1f8f80087d2e-0 | Take the “What Are Keywords” page on M oz.com on as an e xample. This page cle arly aims a t posi tioning i tself on se arch queries r elated to keywords, and mor e spe cifically, the se arch “wha t are keywords.” How do w e kno w this? Be cause i t has those spe cific keywords repeated over and o ver again in the ... | Page 70 |
1f8f80087d2e-1 | e xplaine d abo ve, the y are controlled by whoe ver is linking to y our si te. Ther efore, w e won’t be c onsidering them in this section. The r est o f the k eywords fac tors ar e controlled by the w ebsite owner . Keywords in bod y refers to the k eywords use d thr oughout y our 60 | Planning f or a Dig ital... | Page 70 |
b1c1e2eee525-0 | text in a g iven w ebpage. I deally, you w ant to cr eate a tig ht seman tic network of keywords tha t relate to one another . For e xample, le t’s say you ar e creating a page to r ank on the k eywords “best dr esses at the 20 20 Osc ars.” To indic ate to se arch eng ines tha t this is wha t you wha t to r ank on,... | Page 71 |
b1c1e2eee525-1 | w ebpages tha t dir ectly addr ess spe cific se arch queries. This will help y ou cr aft content that will pr ovide a gr eat user e xperienc e and tie y our w ebpage to specific keywords associa ted wi th a se arch quer y. In the w orld of Planning f or a Dig ital Mar keting Campaign | 61 | Page 71 |
4c982b1bd777-0 | search optimiza tion, this is r eferred to as on-pag e optimiza tion, which is achie ved by making changes to the page c ode, c ontent, or struc ture of the w ebsite to mak e it mor e ac cessible f or se arch engines and impr ove the user e xperienc e. The other t ype o f optimiza tion talk ed about is off-pag e op... | Page 72 |
4c982b1bd777-1 | Consumers perf orm informa tional sear ches when the y ar e looking f or inf orma tion about a spe cific topic. Examples mig ht include 62 | Planning f or a Dig ital Mar keting Campaign | Page 72 |
f032df078720-0 | • “How to run a 5k?” • “What are beg inner’ s running shoes?” or • “Best beg inner running shoes. ” Consumers perf orm transactional sear ches when the y are looking to perf orm a tr ansac tion. T ransac tions ha ve be en both narr owly defined (i.e., buying a pr oduc t) and mor e br oadly def ined (i.e., perfor... | Page 73 |
b7ef8cbfcf4a-0 | Figur e 3.6 Types of Sear ch A se cond w ay to think about wh y pe ople ar e searching is to star t with their ne eds, challenges, and goals. This has a f ew implic ations: First, as w e ha ve seen wi th RV Be tty, different segmen ts/personas have dif ferent needs, challenges, and goals. Tha t me ans tha t you wi... | Page 74 |
1f57ff9aa3cb-0 | • Early on in their journe y, consumers ar e looking to f ind informa tion about a pr oblem the y are facing or a ne ed the y are trying to addr ess ( e.g., “ho w to run a 5k, ” “treating acne fast, ” “easy w ays to gain muscle, ” or “ getting a job af ter c ollege ”). • As consumers mo ve to ac tively evaluating t... | Page 75 |
1f57ff9aa3cb-1 | in the ne xt chapter , we will se e ho w each o f these stages c an also be use d for dif ferent str ategic goals ( namel y, attracting visi tors, converting visi tors to le ads, and c onverting le ads to customers ). This is visuall y represen ted in Figur e 3.7 below. Figur e 3.7 Journey and Sear ches Planning f... | Page 75 |
c23696c67157-0 | We will c over the last w ay to think about se arches v ery brief ly, since we discusse d it in the last chapter: Goog le ZM OTs. As w e saw, Goog le pr oposes f our ZM OTs: I w ant to kno w, I w ant to go, I want to do, and I w ant to bu y. Some o f these o verlap wi th wha t we just sa w. I-want-to-kno w se arche... | Page 76 |
c23696c67157-1 | ou c an e asily stud y your c ompe tition base d on spe cific 66 | Planning f or a Dig ital Mar keting Campaign | Page 76 |
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