Module 3: Planning for a Digital Marketing Campaign
LICENSE
Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 3: Planning for a Digital Marketing Campaign
Overview In this chapter, we discuss how to use keywords to create pages and content that respon...
SEO
SEO is “the process of affecting the online visibility of a website or a webpage in a web search ...
Why is SEO Important?
People use keywords to interact with content online, and most online experiences start with a sea...
So, How Do You Rank High?
The main job of a search engine is to serve results that best address people’s search queries. Le...
Understanding Search Algorithms to Rank High
As shown by the video explaining how Google works, there are more than 200 variables that are tak...
User Experience
The first and most important set of factors relate to user experience, or “a person’s perceptions...
Backlinks
The second most important set of factors relates to backlinks, or links back to your website from...
Keywords
The last set of factors concern keywords. Keywords are terms you include on your webpages to comm...
Understanding How Consumers Use Keywords
Since user experience is central to ranking high, it becomes quite important to understand how pe...
Using Keywords to Analyze Competitors
We conclude this chapter by examining how keywords can be used to analyze your competition. To fr...
Keyword Competitive Analysis
We should understand well, at this point, that we are creating webpages with the goal of ranking ...
Exercises
Background Persona You are a real estate company located in Montreal that specializes in...