Chapter 3: Planning for a Digital Marketing Campaign

Overview

In this chapter, we discuss how to use keywords to create pages and content that respond to consumers’ needs and goals and how keywords can help us understand how our competitors are positioned online. We start with a brief introduction to search engine optimization (SEO) and why SEO is important online. We then turn our attention to ranking factors in order to emphasize why designing pages for people, by keeping people’s needs and goals in mind is what makes pages rank high. We then cover customer-related, firm-related, and competitor-related implications of SEO.