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E-raamat: Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing [Taylor & Francis e-raamat]

  • Formaat: 212 pages, 2 Tables, black and white; 33 Illustrations, black and white
  • Ilmumisaeg: 25-Jan-2021
  • Kirjastus: Chapman & Hall/CRC
  • ISBN-13: 9780429298509
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  • Taylor & Francis e-raamat
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Search Engine Optimization and Marketing: A Recipe for Success in Digital MarketingSuurem pilt
  • Formaat: 212 pages, 2 Tables, black and white; 33 Illustrations, black and white
  • Ilmumisaeg: 25-Jan-2021
  • Kirjastus: Chapman & Hall/CRC
  • ISBN-13: 9780429298509
Teised raamatud teemal:
Taylor & Francis e-raamatudRohkem infot Taylor & Francis e-raamatute kohta
Raamatu kodulehekülg: https://www.taylorfrancis.com/books/9780429298509

Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing is an invaluable resource for social media analytics researchers & digital marketing students, analyzing the web traffic involving search engine optimization & marketing. After careful analysis of the practicality & understanding of the nuances of the semantic web, search engine optimization & its practical set up, readers can give their best foot forward for SEO set up, link building for SERP establishment & inference process by various algorithms & programming codes.

The book offers comprehensive coverage of essential topics, including:

    1. Concept of SEM and SEO

    2. Mechanism of crawler program concepts of critical words.

    3. Keyword generation tools

    4. Page ranking mechanism and indexing

    5. Concepts of title, meta, alt tags

    6. The idea of PPC/PPM/CTR

    7. SEO/SEM strategies

    8. Anchor text & setting up

    9. Query-based search

While other books are focused on the traditional theoretical explanation of digital marketing, SEO & SEM, non-features for the practicality of SEO keyword set up & link building towards effective SERP generation. Another unique aspect of this book is its abundance of handy workarounds to set up the techniques for SEO, which is not mostly available in other books with similar discussions.

Subhankar Das is a Ph.D. graduate from SoA University, India, in Social Media Advertisement & Media Planning. An avid academician, researcher, author, writer, blogger, Data Science trainer, Social Media Marketing Consultant. He is a certified professional from Google, Manipal in digital marketing, IIM Lucknow, IIM Bangalore for Media planning & University of British Columbia for Advertisement along with other 4 Globally Recognized Professional Certifications. He has 12+ Years of academic & research experience, currently working as Professor and Researcher in the Honours Program, Duy Tan University, Da Nang, Vietnam with 15+ Research Papers in various International Referred Journals (Scopus, Thomson Reuters, SSCI, SCIE).

Preface xv
Author xvii
Introduction xix
1 Introduction to CMS, SEO, SEM, and Attribution Modeling
1(26)
1.1 Content Management System
1(1)
1.1.1 Phase I
1(1)
1.1.2 Phase II
1(1)
1.2 Types of CMS
2(3)
1.2.1 Component Content Management System (CCMS)
3(1)
1.2.1.1 Advantages of CCMS
3(1)
1.2.2 Document Management System (DMS)
3(1)
1.2.2.1 Advantages of DMS
3(1)
1.2.3 Enterprise Content Management System (ECM)
3(1)
1.2.3.1 Advantages of ECM
4(1)
1.2.4 Web Content Management System (WCMS)
4(1)
1.2.4.1 Advantages of WCMS
4(1)
1.2.5 Digital Asset Management System (DAM)
4(1)
1.2.5.1 Advantages of DAM
4(1)
1.3 Website Marketing
5(1)
1.3.1 Need for Website Marketing
5(1)
1.3.2 The Eventual Fate of Web Promoting
6(1)
1.4 Digital Branding
6(3)
1.4.1 MOST Framework to Address Web Advertisement
7(1)
1.4.2 Insights into Perceived Brand Image and Brand Loyalty for Web-Based Advertising
7(1)
1.4.3 Digital Media
8(1)
1.4.4 Types of Digital Advertising
8(1)
1.4.4.1 Display Advertising
8(1)
1.4.4.2 Social Media Advertisements
9(1)
1.5 Search Engine Marketing (SEM)
9(1)
1.6 Native Promotions or Advertising on Social Media
10(1)
1.7 Remarketing/Retargeting
10(1)
1.8 Advertisement by Videos
11(1)
1.9 Marketing by Electronic-Mail (E-Mail Marketing)
11(1)
1.10 Search Engine Optimization Concept
12(2)
1.11 Method of PageRank
14(3)
1.11.1 Benefit of PageRank Measurement
14(1)
1.11.2 Demerits of PageRank
14(1)
1.11.3 Visualization of PageRank
15(1)
1.11.4 Need for Improving PageRank
15(2)
1.12 Google Search Engine Results and Actions
17(1)
1.12.1 Relevance and Popularity of Search Engines
17(1)
1.13 Attribution Modeling
18(6)
1.13.1 First-Touch Attribution
18(1)
1.13.2 Lead-Generation Touch Attribution
18(1)
1.13.3 Last-Touch (Opportunity Creation Touch) Attribution
18(1)
1.13.4 Last Non-Direct Touch Attribution
19(2)
1.13.5 Last (Insert Marketing Channel) Touch Attribution
21(1)
1.13.6 Linear Attribution
21(1)
1.13.7 Time Decay Attribution
22(1)
1.13.8 Position Attribution
22(1)
1.13.9 Position Extended Attribution
22(1)
1.13.10 Full-Path (Z-Shaped) Attribution
22(1)
1.13.11 Customized Algorithmic Attribution
23(1)
1.14 Conclusion
24(1)
References
24(3)
2 Website Basics and Development
27(20)
2.1 Introduction to Static and Dynamic Websites
27(2)
2.1.1 Static Websites
27(1)
2.1.2 Dynamic Websites
27(2)
2.2 Platforms Used to Build Websites
29(2)
2.2.1 WordPress and CMS Employability
29(1)
2.2.2 Features
29(1)
2.2.3 Pros and Cons
30(1)
2.2.3.1 Hypertext Markup Language (HTML)
30(1)
2.3 Hypertext Pre-Processor (PHP)
31(1)
2.4 Domains, Hosting, and Related Concepts
31(4)
2.4.1 Developers' Hosting Platforms
32(1)
2.4.2 Types of Hosting
32(1)
2.4.3 Elements of Hosting
33(2)
2.5 Do's and Don'ts of Website Making
35(4)
2.6 Tips for Making a Great Website
39(3)
2.6.1 Strategize Your Brand
39(1)
2.6.2 Approach the Design
40(1)
2.6.3 Prioritize Usability
40(1)
2.6.4 Prepare for Search Engines
41(1)
2.7 Responsive Website
42(1)
2.7.1 What Is Responsive Web Design?
42(1)
2.7.2 Advantages of Responsive Web Designs
43(1)
2.8 Conclusion
43(1)
References
44(3)
3 On-Page Optimization
47(28)
3.1 On-Page Search Engine Optimization
47(1)
3.2 Keyword Significance
47(2)
3.2.1 Selection of the Right Keywords for SEO
47(1)
3.2.2 Keyword Numbers in Website
48(1)
3.2.3 Keywords in Special Places
48(1)
3.3 Domain
49(1)
3.4 Selection of Correct Domain
49(2)
3.4.1 Domain Name Should Be Brandable
49(1)
3.4.2 Make It Pronounceable
50(1)
3.4.3 Make It Short
50(1)
3.4.4 Don't Use Those Names Which Interfere with Other Similar Organizations
50(1)
3.4.5 Make It Intuitive
50(1)
3.4.6 Always Go for Broad-Scope Keywords
51(1)
3.5 Planning and Designing Website Structure, Content, and Hosting
51(5)
3.5.1 Designing Process for Websites
51(1)
3.5.2 Scope of the Website
52(1)
3.5.3 Overall Designing of Website Structure
53(1)
3.5.4 Linear Navigation
53(1)
3.5.5 Linear Reciprocal Links
54(1)
3.5.6 Database Navigation of Webpages
54(1)
3.5.7 Hierarchical Navigation of Webpages
54(1)
3.5.8 Hosting
54(1)
3.5.9 Web Hosting and Clean Records
55(1)
3.6 URL Restructuring
56(1)
3.7 HTML and XML Sitemap
56(1)
3.7.1 The Rundown
56(1)
3.8 URL Structuring
57(3)
3.8.1 Key words Inclusion
58(1)
3.8.2 Giving Proper Reading to the Content Words
58(1)
3.8.3 Keep It Short and Simple
58(1)
3.8.4 Matching of URLs to Titles of Webpage
59(1)
3.8.5 Case Sensitivity
59(1)
3.9 Picture Naming and Concepts of Title, Alt Tags
60(1)
3.10 Meta Tags
61(1)
3.10.1 Job of Meta Tags or Tags in SEO
61(1)
3.10.2 Google Uses Meta Tags for Ranking
61(1)
3.10.3 Role of Meta Tags in SEO
61(1)
3.10.4 The Most Effective Method of Writing Meta Tags
61(1)
3.11 Keyword Generation Tools
62(4)
3.11.1 Google AdWords Keyword Planner Tool
62(1)
3.11.2 Tips
63(1)
3.11.3 Autocomplete-Based Keyword Suggestion Tools
63(1)
3.11.4 Quick Tips for Special Cases and Questions
64(1)
3.11.5 Search Terms/Queries for AdWords
64(1)
3.11.6 Site Search
65(1)
3.11.7 Other Methods for Collecting Keyword Ideas
65(1)
3.11.8 Joining Two or More Lists of Terms into Long Keyword
65(1)
3.12 Keyword Density Analysis
66(3)
3.12.1 Keyword Density
66(1)
3.12.2 Google On-Page Classifiers
67(1)
3.12.3 Great versus Optimal versus Overdoing Keyword Density
67(1)
3.12.4 Would It Be Advisable to Incorporate Even Use Density Analysis Software?
68(1)
3.13 Creator Meta Tag Description and Uses
69(1)
3.13.1 Meta Tag Type
69(1)
3.13.2 Prescribed Uses
69(1)
3.14 Other Basic Meta Tags
70(1)
3.14.1 Discretionary or Optional Tags
70(1)
3.14.2 Detailed Description
70(1)
3.15 Accepted Best Practices for Title, Description, and Keywords
71(1)
3.15.1 Geo Tags
71(1)
3.15.2 Robots Meta Tag
71(1)
3.15.3 Return to After Tag
72(1)
3.16 Conclusion
72(1)
References
72(3)
4 Link Building and Setup
75(16)
4.1 Building, Reciprocal Linking, and Anchor Text
75(7)
4.1.1 Link Building for SEO
75(2)
4.1.2 The Anchor Text
77(1)
4.1.3 Link Relevancy
77(1)
4.1.4 Unnatural Links
78(1)
4.1.5 Competitor Research
79(1)
4.1.6 Technology of Outreach
79(1)
4.1.7 Reciprocal Linking
80(2)
4.2 Directing Traffic with Robot.txt Files
82(1)
4.2.1 Finding the Robots.txt File
82(1)
4.2.2 Creation of Robots.txt File
83(1)
4.3 Optimization of Robots.txt for SEO
83(1)
4.4 Content Writing and SEO-Friendly Content Writing
84(1)
4.5 Link Title for Navigation
84(2)
4.5.1 Guidelines for Link Titles
84(1)
4.5.2 Touchscreen and Title Attribute
85(1)
4.6 Google Webmaster Tools
86(1)
4.7 Conclusion
87(1)
References
88(3)
5 Concept of Off-Page SEO
91(26)
5.1 Off-Page SEO
91(1)
5.2 Backlink
91(1)
5.3 Importance of Backlinks in SEO
92(1)
5.4 How to Start Getting Backlinks
93(1)
5.5 Dofollow vs. Nofollow Backlinks
93(2)
5.5.1 How to Check Whether a Link Is Dofollow or Nofollow
94(1)
5.5.2 How Do Search Engines Interpret Dofollow and Nofollow Links?
94(1)
5.6 Submissions
95(1)
5.6.1 Submission Process
95(1)
5.6.1.1 Connect Site with Google Search Console
95(1)
5.7 Directory Submission in SEO
95(2)
5.8 Article Submission for SEO
97(2)
5.8.1 Reasons
97(1)
5.8.2 Article Accommodation
98(1)
5.8.3 Article Destinations with "nofollow" Links
98(1)
5.8.4 Article Accommodation and Article Expansion
99(1)
5.9 Press Release Writing and SEO Submissions
99(1)
5.10 SEO Plugin Installation
100(1)
5.10.1 Instructions to Install a WordPress Plugin
100(1)
5.10.2 Introduce a Plugin Utilizing WordPress Plugin Search
100(1)
5.10.3 Install a Plugin Using the WordPress Admin Plugin Upload
101(1)
5.10.4 Physical Installation of WordPress Plugin by FTP
101(1)
5.11 Blog Posting and Comment Writing for Ideal Visibility and to Get More Followers
101(2)
5.11.1 Quit Guest Blogging for Links
102(1)
5.11.2 SEO and Guest Posting
102(1)
5.12 Content
103(1)
5.13 Classifieds Posting: Classified SEO Ads: Do They Really Matter?
104(3)
5.13.1 Classified Advertising
104(1)
5.13.2 How Classified Ads Are Helpful
104(1)
5.13.3 Three Sections of Free Adverts
105(1)
5.13.4 Benefits of Classified Ads
105(1)
5.13.5 Five Benefits of Classified SEO Ads
105(1)
5.13.6 SEO for Classified Websites: What to Keep in Mind?
106(1)
5.14 Forum Posting
107(3)
5.14.1 How Forums Work
108(1)
5.14.2 Dos and Don'ts of Forum Submissions
108(1)
5.14.3 Advantages of Posting on Forums
109(1)
5.14.3.1 Create Connections
109(1)
5.14.3.2 Believability
109(1)
5.14.3.3 Coaches
109(1)
5.14.3.4 To Increase Website Traffic
109(1)
5.14.3.5 Building Connections
109(1)
5.14.3.6 One-Way Link
109(1)
5.14.4 Disadvantages
110(1)
5.15 Business Listings
110(1)
5.16 Social Bookmarking Sites
110(1)
5.17 Estimation
111(1)
5.18 Social Networking
112(1)
5.19 Conclusion
113(1)
References
114(3)
6 Search Engine Algorithm and Search Engine Marketing
117(64)
6.1 Internet Search Engine Algorithms
117(1)
6.1.1 Mechanism of Web Crawlers
117(1)
6.2 Algorithm
118(1)
6.3 Need for an Update
118(1)
6.4 Google Hummingbird
119(1)
6.4.1 Scarcely Any Methods for Advancing for Hummingbird
119(1)
6.4.1.1 Try Not to Neglect Site Speed
119(1)
6.4.1.2 Concentrate on Semantics
120(1)
6.4.1.3 Making Incredible Content
120(1)
6.4.1.4 Convey and Concentrate on Intent
120(1)
6.5 Google Panda, Google Penguin, and Google EMD Update
120(1)
6.6 Google Penguin
121(1)
6.6.1 For What Reason Are Links Significant?
121(1)
6.7 Recovering from Google Panda, Penguin, and EMD Update
122(1)
6.7.1 Google Panda Penalty Recovery
122(1)
6.7.2 Google Penguin Penalty Recovery
122(1)
6.8 EMD Update
123(1)
6.9 Staying away from EMD Update
123(1)
6.10 Real Ranking Signals
124(3)
6.11 Search Engine Marketing Idea
127(1)
6.12 Pay Per Click and Quality Score
128(5)
6.12.1 Importance of PPC
129(1)
6.12.2 Challenges for PPC
129(1)
6.12.3 Advertisement and PPC
129(3)
6.12.4 Google and Bing Provide Basic Conversion Tracking Within Their Ad Platforms, but Not for Revenue Not for Revenue
132(1)
6.13 Cost Per Mille (CPM)
133(1)
6.13.1 Cost Per Action (CPA)
133(1)
6.13.2 Return on Investment (ROI)
134(1)
6.14 Change Rate
134(1)
6.15 Strategizing PPC Campaigns and Understanding Performance Metrics
135(3)
6.15.1 Dealing with Your PPC Campaigns
135(3)
6.16 Objective and Its Setting
138(1)
6.17 Significant Metrics for Performance Measurements
138(2)
6.18 Detailing Account Structure
140(1)
6.19 Compelling Segmentation of Keywords and Usage of Multiple Match Types
141(1)
6.20 Non-Overlapping Ad Groups
142(1)
6.20.1 For What Reason Do We Truly Require Ad Gatherings?
143(1)
6.21 Characterize Performance Metrics
143(1)
6.22 Screen PPC Activity with Google Analytics
144(1)
6.23 Understanding Reports and Define the Plan of Action
144(1)
6.24 Market Analysis and User Psychology
145(1)
6.25 Understanding Industry Key Drivers
146(4)
6.26 Authoritative Positioning and Targeting
150(2)
6.27 Comprehend and Connect with the User
152(3)
6.28 Promotion Writing Techniques for Advertisement
155(2)
6.29 Understanding, Analyzing, and Improving: Relevance and Quality Score
157(2)
6.29.1 Enhancing Quality Score
157(2)
6.30 Important Landing Pages
159(2)
6.31 Significance of UI/UX Design
161(2)
6.31.1 UI/UX Configuration Tips
162(1)
6.32 Source of Inspiration
163(2)
6.33 Advertisement Preview and Other Advanced Tools
165(1)
6.33.1 Benefits of Utilizing This Device
165(1)
6.33.2 Imagine a Scenario in Which Your Promotion Isn't Appearing
166(1)
6.34 Best Practices Like Using Features Such as Reviews, +1 Button, etc
166(2)
6.35 Offer Management Plan
168(4)
6.35.1 First Let Us Comprehend What Is PPC Offering
168(2)
6.35.2 Comprehend Offering System
170(1)
6.35.3 Revenue/Conversion Strategies
170(1)
6.35.4 Perceivability Strategies
170(1)
6.35.5 Search Page Location Strategy
170(1)
6.35.6 Outranking Share Strategies
171(1)
6.35.7 Click-Based Strategies
171(1)
6.36 Manual vs. Computerized Bid Management
172(3)
6.36.1 Manual Offering
172(1)
6.36.1.1 Focal Points of Manual Offering
172(1)
6.36.1.2 Impediments of Manual Offering
173(1)
6.36.2 Computerized Bidding
173(1)
6.36.2.1 Apparatuses Accessible for Computerized Offering
174(1)
6.36.2.2 Focal Points of Automated Offering
174(1)
6.36.2.3 Inconveniences of Automated Offering
175(1)
6.37 Diverse Bid Management Features Like CPA Bidding, Position Preference, etc
175(1)
6.37.1 Cost-Per-Acquisition Strategy
175(1)
6.37.2 Upgraded Cost-Per-Click Strategy
176(1)
6.37.3 Position Inclination
176(1)
6.38 Conclusion
176(1)
References
177(4)
7 Multivariate Testing Remarketing and AdWords
181(22)
7.1 MVT and Advertisement
181(1)
7.2 Significant Test of More Varieties to Identify Larger Errors in Promotional Campaign
182(2)
7.3 Artificial Intelligence and MVT
184(1)
7.4 Remarketing Fundamentals
184(2)
7.4.1 The Most Effective Method to Set up Unique Remarketing in AdWords
184(1)
7.4.2 Purpose of Remarketing
185(1)
7.4.3 Setting up of Dynamic Remarketing with AdWords
185(1)
7.4.4 Dangers of Remarketing
186(1)
7.5 Most Common AdWords Display Ad Sizes
186(5)
7.5.1 Need for Display Advertising
187(1)
7.5.2 Rich Media Formats for Various Networks across the Desktop and Mobile Platforms
188(3)
7.6 Advance the Display Network Campaigns
191(1)
7.6.1 Identifying Campaign Objectives
192(1)
7.6.2 Manufacture the Ultimate Creativity
192(1)
7.6.3 Review the Checklist before Going to Upload
192(1)
7.7 Remarketing Campaigns
192(2)
7.7.1 Target Similar Traffic
193(1)
7.7.2 Focus on Proper Place for Adverts
193(1)
7.7.3 Look out for Mobile Games
194(1)
7.7.4 Focus for Audience in the Market
194(1)
7.8 Check Gmail-Sponsored Advertisements
194(1)
7.9 AdWords Conversion Setup
195(3)
7.9.1 Measurement of Conversion
195(3)
7.10 Conclusion
198(1)
References
198(5)
Index 203
Subhankar Das is a Ph.D. graduate from SOA University, India, in Social Media Advertisement and Media Planning. An avid academician, researcher, author, writer, blogger, data science trainer, and social media marketing consultant, he holds a certification from Google, Manipal in professional digital marketing along with other globally recognized professional certifications. He has over 12 years of academic and research experience and is currently working as a professor and researcher in the Honors Program, Duy Tan University, Da Nang.
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