Busy Person’s Guide to Learning Digital Marketing: What’s Keyword Density?

Pricing Engine knows digital marketing can be confusing.  We’ve designed a series of entries to answer the most common questions about digital marketing so you can do your best.  We’ll give you the most important terms in plain English – let us know if we missed anything!

 

Keyword Density is measured by a keyword’s percent share of the total number of words on a website or blog.

This concept was particularly important during the 90s when keyword density was a major factor in determining a website’s search rank. But as ranking algorithms have changed, keyword density has become a Read More

Busy Person’s Guide to Learning Digital Marketing: What are Unethical Digital Marketing Practices?

Pricing Engine knows digital marketing can be confusing.  We’ve designed a series of entries to answer the most common questions about digital marketing so you can do your best.  We’ll give you the most important terms in plain English – let us know if we missed anything!

 

Most commonly, you’ll hear about Unethical Practices related to digital marketing referred to as “Black Hat” and “White Hat.” Basically, Black Hat techniques purposely don’t adhere to search engine guidelines; whereas, White Hat techniques naturally build strength and authority.

Black Hat techniques are appealing, because of the quick results. However, these practices can get your site banned from Google search results! Not to mention, Black Hat techniques are just flat out unethical. Here are some examples of alternate payment schemes you should look out for:

  • Link Farms are websites designed just to link to each other so they seem more popular than they actually are.

  • Keyword stuffing is the practice of hiding keywords irrelevant to the site’s content by placing them behind images, blending them with the background, or putting them into meta tags.

  • Trackback Spam is the practice of posting links in the comment section of unrelated blogs to improve link association and popularity.

Busy Person’s Guide to Learning Digital Marketing: What are Negative Keywords?

Pricing Engine knows digital marketing can be confusing.  We’ve designed a series of entries to answer the most common questions about digital marketing so you can do your best.  We’ll give you the most important terms in plain English – let us know if we missed anything!

 

Negative Keywords are words and groups of words advertisers exclude from an ad’s search results to accurately match paid search advertisements with their target market. To put this another way, it’s a way to more accurately direct ads to your intended audience while excluding other searches. Searchers, on the other hand, are benefited when advertisers effectively use negative keywords, because then they won’t be bombarded by irrelevant ads.The main purpose of specifying negative keywords is to significantly decrease the amount of impressions and clicks that won’t turn into conversions, which in turn increases Quality Score, clickthrough rate, and conversion rate. Although excluding every unrelated keyword is nearly impossible, excluding the most obvious ones will improve the effectiveness of your search campaign.

For example, say you own a wedding photography studio running an ad campaign for “black and white photos” and “portrait photography.” Your problematic hurdles are keywords and phrases that accidentally attract users searching for other services such as photography lessons or tips. Unfortunately, these searchers aren’t likely to convert to your wedding photography services. To solve this problem, simply add  “lessons”, “classes” and “tutorials” to the negative keywords list to ensure your wedding photography ads will not be triggered by those terms.

So, using Negative Keywords allows advertisers to better control who sees their ads, and allows searchers to have a better searching experience!

Busy Person’s Guide to Learning Digital Marketing: What’s Match Type?

Pricing Engine knows digital marketing can be confusing.  We’ve designed a series of entries to answer the most common questions about digital marketing so you can do your best.  We’ll give you the most important terms in plain English – let us know if we missed anything!

 

Match Types are ways to specify how precisely user search terms should match campaign keywords. Specifying a match type is a powerful tool when trying to refine the search engine matching process, because it allows you to exclude or include any possible variations of keywords

There are three major match types: broad match, phrase match and exact match.

Broad matches include searches of every variation of a word of phrase. For example, a broad match for the phrase “Prada bag” will include misspellings and additional terms placed in any order such as “Prada red bag” “luxury bags by Prada.”

Phrase matches limit the variation of search terms of a specific phrase. In the Prada bag example, a phrase match would only include additional terms on either end of the phrase. For example, searches would include “large Prada bag” and “Prada bag for sale.” Further, phrase matches will not include searches for “Prada red bag” or “Prada bags.”

Exact matches eliminate all matches other than what is specified. So, the phrase “Prada bag” will only trigger searches for “Prada bag” and no other variations of this phrase.

So, Match Types are ways you can better target your customers by specifying what keywords or combinations of keywords can or cannot be used to find you.

Busy Person’s Guide to Learning Digital Marketing: What’s On-page Optimization?

Pricing Engine knows digital marketing can be confusing.  We’ve designed a series of entries to answer the most common questions about digital marketing so you can do your best.  We’ll give you the most important terms in plain English – let us know if we missed anything!

 

On-page Optimization is when a web page or website’s rank in organic search results is affected by the content on the site.

Increasing on-page optimization is a corner stone of Search Engine Optimization, because it helps outrank competitive sites on the search engine results page. An increased on-page optimization will increase the website’s visibility to search engine users.

The components that increase a website’s on-page optimization include metadata and content. Metadata refers to keywords that describe the content of the site. This data allows search engines to quickly find and match websites to the user’s search query. Another equally important component is the website’s content, which is majorly influenced by the rate the site is expanding. So, the more frequently the site is updated with new content and additional pages, the higher the search engines value it.

So, On-page Optimization a way to increase your SEO by utilizing tools and methods directly involving your website and its content.