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Over the last few chapters, we covered the basics of SEO, how to think about content creation and...

We conclude this chapter by discussing content calendars. Although pillar pages are a great long-...

  As in previous exercises, you are a fitness center creating a campaign for peopl...

Overview In this chapter, we cover some central activities associated with content creation. We ...

A landing page is a campaign-specific page distinct from your main website that has one goal and ...

Ad campaigns can aim at building awareness, but they are typically associated with making consume...

Banner ads are images or animations that advertise brands, products, and services on websites. Th...

In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords....

Social media has also become one of the main pillars for advertising, and it can support most of ...

Influencer marketing—a form of social media marketing that capitalizes on people or organizations...

Reach is the first stage in the RACE framework. It entails the publication and promotion of conte...

A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” ben...

Digital marketers typically advertise online through advertising networks, such as Google AdSense...

Social media has become central to most consumers’ lives. In some countries, social media network...

As in the previous Chapter’s exercise, you are a fitness center creating a campaign for...

Overview In this chapter, we cover the strategic bases associated with the Reach stage. We start...

The first and most important set of factors relate to user experience, or “a person’s perceptions...

The second most important set of factors relates to backlinks, or links back to your website from...

The last set of factors concern keywords. Keywords are terms you include on your webpages to comm...

Since user experience is central to ranking high, it becomes quite important to understand how pe...