Engage our world-class Sitecore developers and architects for your Sitecore projects.We are a certified Sitecore solution partner offering consulting, development, migration, ecommerce, integrations and support solutionsWhy Hire Our Sitecore Developers?Our Certified Sitecore Developers and Architects consistently ensure the best strategy, consultation, development, and outcomes for your Sitecore website.We provide both customized and off the shelf solutions based on your unique business needs.Certified Sitecore Developers with over 5 years of Sitecore experienceSave up to 60% with our expertise and reusable componentsStrong experience team in Sitecore platform with 25+ successful implementationsApplication of industry best practices and Sitecore recommendation in projectsFlexible engagement models to satisfy your needsGuaranteed transparency in the project engagement with regular reportsFree No obligation quote for your personnel requirementsOur Sitecore Developer ExperienceSitecore Custom ImplementationWe develop custom development of web applications, build templates for Sitecore implementations available to scale per need, customize Sitecore templates per requirements of your every creative need.Also, our developers are multiskilled and provide augmented support to fulfill every technology need from solution architecture, database administration to quality assurance and release management.Sitecore Upgrades & MigrationAt Ameex, our Sitecore experts are equipped and ready to plan and build a solution to migrate your data and content seamlessly and rapidly from any legacy framework to Sitecore Content Management System without any hassles.Our developers are fully capable to deliver a roadmap for any Sitecore upgrade and implement the solution alongside data and content migration seamlessly.Managed ServicesHaving a vast knowledge and expertise in Sitecore maintenance and support space, our Sitecore experts can ensure optimal Site performance of your website available through flexible support models.Sitecore PersonalizationPersonalization in Sitecore occurs both implicitly and explicitly.This allows the user journey to be tailored based on user interactions with your website.
How to learn Certified Digital Marketing Course - A beginner’s guide Digital marketing is one of the greatest skills of today's era.As playing a crucial role in building your competitive advantage.Learn the Jain University Certified Digital Marketing Course in Chennai in Digital Academy 360 is the best price "Winner of the Digital Marketing Training Institute in Chennai, winning Bangalore, Mysore with 100% insured internships and get Google certifications.Digital Academy 360: Google Partner in Digital MarketingWe provide training and certifications in niche areas such as SEO, SMO, Google AdWords and Google Analytics, Content Marketing, Affiliate Marketing, etc.We have a wide range of modules that help you understand digital marketing from bases to advanced levels.As a result, our live projects provide the exhibition of our trainee while our career counseling program helps our trainees for investments.Courses and certifications:Digital marketing certification courseGoogle AdWords certification courseSocial media certification courseGoogle Analytics certification courseSEO certification courseContent writing certification courseGraphic designing certification courseUI/UX designing course Digital marketing at your fingertips - beginner's guide: Beginner?Read it to find out how you can be an effective digital marketing: Self-learning: Online data can help you gain knowledge and explore the world of digital marketing.
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Google Analytics is a free service that provides comprehensive statistics regarding visitors to a website.Data available through this service consists of site visits, page views, bounce rate, average time on site, pages per visit, and percentage of new visits.Google Analytics can also track referral traffic including search engine, direct visits, website referrals, and marketing campaigns.Another expert level utilization of Google Analytics is the Advanced Segmentation.Get into Google Analytics Online Course to know more about it.Google Analytics is one of the leading software, Skillsion offers Google Analytics Certification Online with the best placement and certifications. 
Even after this, most of the website owners out there tend to ignore the given highly rewarding and low-cost business strategy.SEO can help in accumulating data over time.As such, businesses can look forward to benefitting from the same even after launching the respective business.As a business owner, you can regard doing your own part of the research to know about important terms that could benefit your business.SEO Delivers Higher Traffic & Conversions: SEO is also known to help startups in getting more traffic while yielding higher conversions and revenues.There is no denying the fact that organic traffic that is derived from a search engine like Google is capable of converting 400 percent more in comparison to similar marketing strategies.SEO is Free: You can use SEO for free –in addition to other tools like Google Search Console and Google Analytics.At the same time, Google Search Console reveals what has been exactly searched for and how visitors tend to land there in the first place.SEO Helps in Making Informed Decisions: The data that has been utilized by the website owner for understanding consumer behavior can be utilized for other critical actions for your business.
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eMarket Education brings you the best digital marketing courses in Bangalore to help beginners, freshers, and job seekers.become proven, digital marketing experts.While imparting the best course in digital marketing in Bangalore for the last 10+ years, we have now defined the best step-by-step process on “How to do digital marketing”, which will definitely assure our digital marketing students to complete the digital marketing course in just 3 Months while helping the students with their digital marketing resume creation & guiding on job placements.We transform careers by offering the best digital marketing courses in Bangalore that set the global standard.Digital marketing courses offered: Blogging, Google SEO, SEO On-Page Optimization, SEO Link Building/OFF Page Optimization, PPC Google Adwords, Social Media Marketing, E-mail Marketing, Google Analytics, etc.Enquire Now- Call 910 827 3335, Mail: [email protected]
And naturally, your site is the first thing about your brand that your potential customer sees, so you must work harder to make sure they get a good first impression.Now a sure shot way to ensure that your website is up to the mark is to hire a professional web designer.After all, who can do a job better than the person specialized in it?So whether you are a web designer yourself or a business owner, here are the five most common web design mistakes that you need to avoid at all costs.Confusing Brand MessagingWhen a potential customer comes across your website via a SERP, it might be their first-ever experience with your brand, and therefore you must make a good first impression.The key to achieving that is effective storytelling.While your brand messaging should reflect your brand values, your content needs to address your target audience’s needs and inspirations.Poor SEOSEO or search engine optimization is what helps your business stand out from the crowd on search engines like Google.Make sure your content includes long-tail keywords and is relevant to your target audience.While earlier, businesses were motivated to stuff their content with short tail keywords, it is much much easier to rank higher on search engines by incorporating long-tail keywords.In order to find your ideal long-tail keywords, think about the possible phrases that your target audience may be using to perform online searches and then practice including these keywords within your content wherever suitable.Pushing social media engagement, which links to your site, can also help boost your search rankings.But how do you know if your target audience feels the same?Free analytics tools like Google Analytics will evaluate your website’s performance to help you gain insights into your target audience’s behavior.
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To find out more about how Google Analytics collects and procedures information as well as the possibilities Google might offer you to manage these activities, you could possibly check out.Preference cookies: we use these cookies that will help us keep in mind your preferences, which include language or site, to improve your shipping and delivery expertise.Final yr., it took as much as 30% off Herschel baggage and wallets, and Macy's was the spot to shop for robust bargains.Certainly, you may be experiencing menopause and nonetheless gown in the most recent fashion.But for other women striving on outfit immediately after outfit and discovering that absolutely nothing suits can change the shopping trip right into girls in gym gear a nightmare.However we're unable to settle for orders from your place right now or send out you e-mails.
In this blog post, we explain the importance of linking Google Ads and Google Analytics.
Linking your Google Ads account with your Google Analytics account can provide you with information that can show you, in greater detail, where your traffic is coming from and how well your ads are working.In this video, we explain the importance of linking Google Ads and Google Analytics.
At Freelance Digital Marketers, Hire Remote SEO experts for your business to get more traffic.Here we are a group of dedicated  SEO Freelancers, Google Analytics / AdWords Experts, to provide you with 360-degree growth for your business.To know more, visit - https://freelancedigitalmarketers.com/ now!
Knot your business ties with online services of NavicoSoft digital marketing agency that compacts the world of marketing under one roof.The digital marketing agency has the power to boost the economic leads of a country, allowing existing companies and new upcoming organizations to rise.NavicoSoft being one of the powerful engines in the digital marketing industry ensures the growth of organizations that seek result-oriented solutions and services.We are referred to as an agency due to the tendency of fully compact resources.If you are a startup business messed up in the new world or even if you are an entrepreneur who wants to run his business security online, then you have come to the right place.Kick-off with a bundle of marketing services Technology has now turned marketing into an essential element to make coordination convenient with the customers.Facebook, Twitter, LinkedIn, Instagram are our best SMM services.Get involved with google analytics for giving highly anticipated content marketing strategy.Email marketing that promotes newsletter, sales promotions get it done with professional email services.Whip up your leadsDigital marketing is the demand of today's economy has made extravagant changes to its leading technology.Internet Marketing Services has given rise to global marketing.
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Visitors leaving your website? Learn 13 things that could be causing this and five tips to help reduce your high bounce rate.The post 13 Reasons Your Website Can Have a High Bounce Rate via @amelioratethis appeared first on Search Engine Journal.
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Posted by Tom.CapperGoogle Analytics data is used to support tons of important work, ranging from our everyday marketing reporting, all the way to investment decisions. To that end, it's integral that we're aware of just how that data works. In this Best of Whiteboard Friday edition, Tom Capper explains how the sessions metric in Google Analytics works, several ways that it can have unexpected results, and as a bonus, how sessions affect the time on page metric (and why you should rethink using time on page for reporting). Editor’s note: Tom Capper is now an independent SEO consultant. This video is from 2018, but the same principles hold up today. There is only one minor caveat: the words "user" and "browser" are used interchangeably early in the video, which still hold mostly true. Google is trying to further push multi-device users as a concept with Google Analytics 4, but still relies on users being logged in, as well as extra tracking setup. For most sites most of the time, neither of these conditions hold. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hello, Moz fans, and welcome to another edition of Whiteboard Friday. I am Tom Capper. I am a consultant at Distilled, and today I'm going to be talking to you about how sessions work in Google Analytics. Obviously, all of us use Google Analytics. Pretty much all of us use Google Analytics in our day-to-day work. Data from the platform is used these days in everything from investment decisions to press reporting to the actual marketing that we use it for. So it's important to understand the basic building blocks of these platforms. Up here I've got the absolute basics. So in the blue squares I've got hits being sent to Google Analytics. So when you first put Google Analytics on your site, you get that bit of tracking code, you put it on every page, and what that means is when someone loads the page, it sends a page view. So those are the ones I've marked P. So we've got page view and page view and so on as you're going around the site. I've also got events with an E and transactions with a T. Those are two other hit types that you might have added. The job of Google Analytics is to take all this hit data that you're sending it and try and bring it together into something that actually makes sense as sessions. So they're grouped into sessions that I've put in black, and then if you have multiple sessions from the same browser, then that would be a user that I've marked in pink. The issue here is it's kind of arbitrary how you divide these up. These eight hits could be one long session. They could be eight tiny ones or anything in between. So I want to talk today about the different ways that Google Analytics will actually split up those hit types into sessions. So over here I've got some examples I'm going to go through. But first I'm going to go through a real-world example of a brick-and-mortar store, because I think that's what they're trying to emulate, and it kind of makes more sense with that context. Brick-and-mortar example So in this example, say a supermarket, we enter by a passing trade. That's going to be our source. Then we've got an entrance is in the lobby of the supermarket when we walk in. We got passed from there to the beer aisle to the cashier, or at least I do. So that's one big, long session with the source passing trade. That makes sense. In the case of a brick-and-mortar store, it's not to difficult to divide that up and try and decide how many sessions are going on here. There's not really any ambiguity. In the case of websites, when you have people leaving their keyboard for a while or leaving the computer on while they go on holiday or just having the same computer over a period of time, it becomes harder to divide things up, because you don't know when people are actually coming and going. So what they've tried to do is in the very basic case something quite similar: arrive by Google, category page, product page, checkout. Great. We've got one long session, and the source is Google. Okay, so what are the different ways that that might go wrong or that that might get divided up? Several things that can change the meaning of a session 1. Time zone The first and possibly most annoying one, although it doesn't tend to be a huge issue for some sites, is whatever time zone you've set in your Google Analytics settings, the midnight in that time zone can break up a session. So say we've got midnight here. This is 12:00 at night, and we happen to be browsing. We're doing some shopping quite late. Because Google Analytics won't allow a session to have two dates, this is going to be one session with the source Google, and this is going to be one session and the source will be this page. So this is a self-referral unless you've chosen to exclude that in your settings. So not necessarily hugely helpful. 2. Half-hour cutoff for "coffee breaks" Another thing that can happen is you might go and make a cup of coffee. So ideally if you went and had a cup of coffee while in you're in Tesco or a supermarket that's popular in whatever country you're from, you might want to consider that one long session. Google has made the executive decision that we're actually going to have a cutoff of half an hour by default. If you leave for half an hour, then again you've got two sessions. One, the category page is the landing page and the source of Google, and one in this case where the blog is the landing page, and this would be another self-referral, because when you come back after your coffee break, you're going to click through from here to here. This time period, the 30 minutes, that is actually adjustable in your settings, but most people do just leave it as it is, and there isn't really an obvious number that would make this always correct either. It's kind of, like I said earlier, an arbitrary distinction. 3. Leaving the site and coming back The next issue I want to talk about is if you leave the site and come back. So obviously it makes sense that if you enter the site from Google, browse for a bit, and then enter again from Bing, you might want to count that as two different sessions with two different sources. However, where this gets a little murky is with things like external payment providers. If you had to click through from the category page to PayPal to the checkout, then unless PayPal is excluded from your referral list, then this would be one session, entrance from Google, one session, entrance from checkout. The last issue I want to talk about is not necessarily a way that sessions are divided, but a quirk of how they are. 4. Return direct sessions If you were to enter by Google to the category page, go on holiday and then use a bookmark or something or just type in the URL to come back, then obviously this is going to be two different sessions. You would hope that it would be one session from Google and one session from direct. That would make sense, right? But instead, what actually happens is that, because Google and most Google Analytics and most of its reports uses last non-direct click, we pass through that source all the way over here, so you've got two sessions from Google. Again, you can change this timeout period. So that's some ways that sessions work that you might not expect. As a bonus, I want to give you some extra information about how this affects a certain metric, mainly because I want to persuade you to stop using it, and that metric is time on page. Bonus: Three scenarios where this affects time on page So I've got three different scenarios here that I want to talk you through, and we'll see how the time on page metric works out. I want you to bear in mind that, basically, because Google Analytics really has very little data to work with typically, they only know that you've landed on a page, and that sent a page view and then potentially nothing else. If you were to have a single page visit to a site, or a bounce in other words, then they don't know whether you were on that page for 10 seconds or the rest of your life. They've got no further data to work with. So what they do is they say, "Okay, we're not going to include that in our average time on page metrics." So we've got the formula of time divided by views minus exits. However, this fudge has some really unfortunate consequences. So let's talk through these scenarios. Example 1: Intuitive time on page = actual time on page In the first scenario, I arrive on the page. It sends a page view. Great. Ten seconds later I trigger some kind of event that the site has added. Twenty seconds later I click through to the next page on the site. In this case, everything is working as intended in a sense, because there's a next page on the site, so Google Analytics has that extra data of another page view 20 seconds after the first one. So they know that I was on here for 20 seconds. In this case, the intuitive time on page is 20 seconds, and the actual time on page is also 20 seconds. Great. Example 2: Intuitive time on page is higher than measured time on page However, let's think about this next example. We've got a page view, event 10 seconds later, except this time instead of clicking somewhere else on the site, I'm going to just leave altogether. So there's no data available, but Google Analytics knows we're here for 10 seconds. So the intuitive time on page here is still 20 seconds. That's how long I actually spent looking at the page. But the measured time or the reported time is going to be 10 seconds. Example 3: Measured time on page is zero The last example, I browse for 20 seconds. I leave. I haven't triggered an event. So we've got an intuitive time on page of 20 seconds and an actual time on page or a measured time on page of 0. The interesting bit is when we then come to calculate the average time on page for this page that appeared here, here, and here, you would initially hope it would be 20 seconds, because that's how long we actually spent. But your next guess, when you look at the reported or the available data that Google Analytics has in terms of how long we're on these pages, the average of these three numbers would be 10 seconds. So that would make some sense. What they actually do, because of this formula, is they end up with 30 seconds. So you've got the total time here, which is 30, divided by the number of views, we've got 3 views, minus 2 exits. Thirty divided 3 minus 2, 30 divided by 1, so we've got 30 seconds as the average across these 3 sessions. Well, the average across these three page views, sorry, for the amount of time we're spending, and that is longer than any of them, and it doesn't make any sense with the constituent data. So that's just one final tip to please not use average time on page as a reporting metric. I hope that's all been useful to you. I'd love to hear what you think in the comments below. Thanks. Video transcription by Speechpad.comSign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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If consumers are noticing you on both platforms, it will increase their chances of buying.Break it down into three-four ad groups.Amazon Auto-Suggest KeywordsIf you want to find long-tail keywords, type in a keyword in the Amazon search bar, and look at what other keywords show up in the dropdown.HeadlineThe headline is the most important component of your text ad.You can also use dynamic parameters within an ad.Adding Google Analytics Tracking Code to the landing page will enable you to remarket to people who took specific actions.
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Track Your Speed Or Just Plan To Shut Your Website We don’t want to be harsh, but if your budget Google Ads account doesn’t track conversions correctly, you won’t be able to optimize anything until you get it right.While this will sound like a straightforward, no-brainer tip, it must be said clearly.Try to run both reports to see if it’s worth disabling your entire day (or days) or if it’s harder to disable your advertisements for several blocks in the afternoon.At the campaign level or ad, community-level negative keywords may get applied.You incorporate them like every other keyword, but with a negative symbol opposite the keyword.They can make a considerable profitability difference.
Summary- A new market study, titled “COVID-19 Impact on Conversion Rate Optimisation (CRO) Software Market, Global Research Reports 2020-2021” has been featured on Wiseguy ReportsThis report covers market size and forecasts of Conversion Rate Optimisation (CRO) Software, including the following market information:Global Conversion Rate Optimisation (CRO) Software Market Size, 2019-2021, and 2020 (quarterly data), (US$ Million)Global Conversion Rate Optimisation (CRO) Software Market Size by Type and by Application, 2019-2021, and 2020 (quarterly data), (US$ Million)Global Conversion Rate Optimisation (CRO) Software Market Size by Region (and Key Countries), 2019-2021, and 2020 (quarterly data), (US$ Million)Global Conversion Rate Optimisation (CRO) Software Market Size by Company, 2019- 2020 (quarterly data), (US$ Million)Also Read: http://qstransfer.icrowdnewswire.com/news.php?news=cmhpSEhVQUttUmdQTjdGSXZWdlFCUT09Key market playersMajor competitors identified in this market include Google Analytics, Unbounce, ion interactive, Hotjar, Smartlook, Instapage, Landingi, Exponea, GetResponse, Crazy Egg, etc.Based on the Region:Asia-Pacific (China, Japan, South Korea, India and ASEAN)North America (US and Canada)Europe (Germany, France, UK and Italy)Rest of World (Latin America, Middle East & Africa) Based on the Type:A/B Testing SoftwareHeat Maps SoftwareLanding Page BuildersOther Based on the Application:Large EnterprisesSmall and Mid-sized Enterprises (SMEs) FOR MORE DETAILS : https://www.wiseguyreports.com/reports/5347842-covid-19-impact-on-conversion-rate-optimisation-croAbout Us:Wise Guy Reports is part of the Wise Guy Research Consultants Pvt.Ltd. and offers premium progressive statistical surveying, market research reports, analysis & forecast data for industries and governments around the globe.Contact Us: NORAH TRENT                                                      [email protected]       Ph: +162-825-80070 (US)                          Ph: +44 2035002763 (UK)        
It allows customers to login using Facebook and based upon the user’s place one will start getting the profiles of opposite gender personalities.And you want to select it cleverly as the cost and time essential in constructing the app would fairly depend on the quantity and type of development platforms you select to go withBackendFor an app similar to Tinder, you want to have a fully-equipped management backend to support you examine the rank and measure the performance created on different customer visit parameters.These analytics could contain checking events and actions about time and Save periods to reach essential information on customer tendencies and leanings.To get the finest outcomes out of this, the admin panel wants to be combined with tools like Google Analytics, Flurry, or Crashlytics.Three essential key elements to creating a dating app:                        – Plan                        – App platform                        – APIQuality AnalysisOnce you are complete with planning and development jobs, the app would be taken through full testing and correcting to condition quality at all stages.This offers Tinder mobile app a way to stay their customers in.App Settings And NotificationsLike any other app, Tinder allows changing the appropriate setting for the ease of usage.How Much Money to Make a Dating AppSubscription: Some apps offer customers a test period to use the app for free and later that period is ended a subscription payment is wanted to be paid to stay the usage of facilities.
Use site wide links to bring more visitors to an important page, for instance a page where they can order your product.These links are usually located at the bottom of the webpage.You can also use a menu style format to direct your visitors to other areas of your website.Menus ought to be logically put together with a description for each page.Meta tags cannot be seen by your visitors, but search engines use them to determine what your website is about and how helpful your content is.Don't be shy to add alternative tags for your pages, and don't use too many meta tags.Certain HTML tags, such as bold and header tags, make content stand out.
Why Magento is the Right ECommerce Platform for ECommerce Startups.Magento platform is totally free for you, available in two versions, namely Magento Community and Magento Enterprise.Developers can do everything with Magento, from connecting the store with Google Analytics to payment gateways such as PayPal.Magento is operated by a large extension library that allows users to customize the store by adding different features to the store.USP of Magento is its eye-catching and user-friendly templates that make a user's visit to your online store fun and hassle-free.
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Posted by rootandbranchEditor’s note: This blog is from the perspective of five University of Pittsburgh students — Kirsten, Steve, Darcie, Erin, and Sara — who completed a class this summer called "Digital Marketing Search Fundamentals", taught by Zack Duncan of Root and Branch. Introduction Our digital marketing class this summer did not give us credits that count towards graduation (in fact, some of us graduated in Spring 2020), nor did it give us a grade. Instead, we learned about paid search and organic search along with some of the key concepts central to digital marketing. We also became certified in Google Ads Search along the way.  We each had different reasons for taking the course, but we all believe that digital marketing will have value for us in our lives. At the beginning of the term, in June 2020, we were asked, “What is one thing you’re hoping to get out of this class?” Here are some of our responses to that question: I hope to gain a strong understanding of SEO and Google Ads, and to get hands-on experience to understand how both would be used in a work setting.I want to learn something about marketing that I might not learn in the classroom.I'm hoping to become more competitive in this difficult job market.I hope to build on my resume and develop skills for personal use.I want to learn a foundational skill that can be applied in many different aspects of business.  Now that we’ve completed the class, we wanted to share our thoughts on why we believe digital marketing matters — both for our lives today and as we look ahead to the future. We’re also going to cover five of the most important building blocks we learned this summer, that have helped us see how all the pieces of digital marketing fit together. Part 1: Why digital marketing matters Why digital marketing training matters now To become more competitive candidates in applying for jobs Some of us are recent grads in the midst of searching for our first jobs after college. Some of us are still in school and are actively looking for internships. We’ve all seen our fair share of job listings for positions like “Digital Marketing Intern” or “Digital Marketing Associate”. Given that the majority of us are marketing majors, you might think it’s safe to assume we would be qualified for at least an interview for those positions.  Nope.  Before gaining a solid foundation in digital marketing, we were often quite limited in the listings we were qualified for. But things have been changing now that we can say we’re certified in Google Ads Search and can speak to topics like digital analytics, SEO, and the importance of understanding the marketing funnel. To help with growing freelance side businesses Towards the beginning of the pandemic, a few of us were dangerously close to graduation with little to no hope of finding a job in marketing. Instead of binge-watching Netflix all day and hoping some fantastic opportunity would magically come our way, the entrepreneurial among us decided to see how we could use our current skills to generate revenue.  One of us is especially interested in graphic design and learned everything there was to know in Adobe Creative Suite to become a freelance graphic designer, starting a side business in graphic design, and designs logos, labels, menus, and more. After this class, finding clients has changed in a big way now. Instead of being limited to looking for clients in social media groups, digital marketing knowledge opens up a whole new world. With a functioning website and a knowledge of both paid and organic search, the process of finding new customers has dramatically changed (for the better!). To be more informed consumers While a digital marketing background doesn’t instantly translate to job opportunities for everyone, it can help all of us become more informed consumers. As consumers, we want to pay for quality goods and services at a fair price. Some basic digital marketing knowledge gives us a better understanding of why the search engine results page (SERP) findings show up in the order that they do. Knowing about keywords, domain authority (for organic search) and quality scores (for paid results) can demystify things. And that’s just on the SERP. Moving off the SERP, it’s helpful to know how nearly every advertisement we see is somehow targeted to us. If you are seeing an ad, there is a very good chance you fall into an audience segment that a brand has identified as a potential target. You may also be seeing the ad due to a prior visit to the brand’s website and are now in a retargeting audience (feel free to clear out those cookies if you’re sick of them!). The more information you have as a consumer, the more likely you are to make a better purchase. These few examples just go to show how digital marketing training matters now, even if you are not the one actively doing the digital marketing. How a digital marketing foundation be useful in the future It’s helpful in creating and growing a personal brand Your brand only matters if people know about it. You could sit in your room and put together the most awesome portfolio website for yourself and create a solid brand identity, but if no one else knows about it, what’s the point? Digital marketing concepts like understanding SEO basics can help make your presence known to potential customers, employers, and clients. It would be terrible if your competition got all the business just because you didn’t use the simple digital marketing tools available to you, right? Digital marketing efforts can have many different goals ranging from making sales to just increasing general awareness of your brand, so get out there and start! To become a more flexible contributor in future career opportunities One thing we’ve heard consistently in the job search process is employers love flexible, cross functional employees. It seems the most successful and valued employees are often those that are not only experts in their field, but also have a pretty good understanding of other subjects that impact their work. Let’s say you’re an account manager for a digital agency, and you have some great insight that you think could be helpful in driving some new ad copy testing for your biggest client. It’s going to be a whole lot easier talking with your copywriter and media team (and being taken seriously by them), if you have an understanding of how the text ads are built.  To see data as an opportunity for action, as opposed to just numbers Are you someone who enjoys numbers and performance metrics? That's great! So are we! But those numbers are meaningless without a digital marketing background to provide context for the data.  Understanding data is a valuable tool for getting to know your audience and evaluating advertising campaigns. Seeing that your Google Search text ad has a poor click-through rate is only actionable if you have the foundation to take steps and improve it. Analyzing your website’s metrics and finding that you have a low average session duration is meaningless if you don’t connect the dots between the numbers and what they mean for your web design or your on-page content. It’s pretty clear that the numbers don’t give much value to a marketer or a business without the ability to recognize what those metrics mean and the actions that can be taken to fix them. As we advance in our careers and have more and more responsibility for decision making, digital marketing fundamentals can continue to grow our experience with turning data into insight-driven action. To optimize for conversions — always Whatever the goal, it’s important to know if you’re operating efficiently in terms of your conversions. In other words, you need to know if you’re getting a return for the investment (time, money, or both) you’re putting in. When you’re operating to get the most conversions for the lowest cost, you are employing a mindset that will help your marketing efforts perform as well as they can. Having a digital marketing foundation will allow you to think intelligently about “conversions”, or the kinds of results that you’d like to see your marketing efforts generate. A conversion might be a completed sale for an e-commerce company, a submitted lead form for a B2B software company, or a new subscriber for an online publication. Whatever the desired conversion action, thinking about them as the goal helps to give context in understanding how different marketing efforts are performing. Is your ad performing well and should it receive more media spend, or is it just wasting money?  Thinking about conversions isn’t always easy, and may take some trial and error, but it can lead to making smart, measurable, and cost-effective decisions. And those decisions can get smarter over time as we get more and more familiar with the five key building blocks of digital marketing (at least the five that we’ve found to be instructive). Part 2: Understanding five building blocks of digital marketing 1. The marketing funnel (customer journey) The marketing funnel (or the user/customer journey) refers to the process by which a prospective customer hears about a product or service, becomes educated about the product or service, and makes a decision whether or not to purchase the product or service in question. It encompasses everything from the first time that brand awareness is established to the potential purchase made by the customer. The awareness stage can be known as the “top of the funnel”, and there are lots of potential prospects in that audience.  From there, some prospects “move down the funnel” as they learn more and get educated about the product or service. Those that don’t move down the funnel and progress in their journey are said to “fall out” of the funnel. As the journey continues, prospects move closer to becoming customers. Those who eventually “convert” are those that completed the journey through the bottom of the funnel. Understanding that there is such a thing as a customer journey has helped to frame our thinking for different types of marketing challenges. It essentially boils down to understanding where, why, when, and how your prospects are engaging with your brand, and what information they will need along the way to conversion. 2. Paid search vs. organic search and the SERP For many of us, one of the first steps in understanding paid vs. organic search was getting a handle on the SERP.  The slide below is our “SERP Landscape” slide from class. It shows what’s coming from paid (Google Ads), and what’s coming from organic search. In this case, organic results are both local SEO results from Google My Business, and also the on-page SEO results. Here’s a link to a 92-second video with the same content from class. We learned to look for the little “Ad” designation next to the paid text ads that are often at the top of the SERP.  These are search results with the highest AdRank who are likely willing to bid the most on the specific keyword in question. Since paid search is based on CPC (cost per click) pricing, we learned that the advertiser doesn’t incur any costs for their ad to show up, but does pay every single time the ad is clicked.  Although many CPCs might range in the $2 - $3 range, some are $10 and up. With that kind of investment for each click, advertisers really need to focus on having great landing pages with helpful content that will help drive conversions. Organic search, on the other hand, is “free” for each click. But it also relies on great content, perhaps even more so than paid search. That’s because the only way to get to the top of the organic search rankings is to earn it. There’s no paying here!  Search engines like Google are looking for Expertise, Authoritativeness, and Trustworthiness (E-A-T) in content to rank highly on the SERP. In addition to making good local sense for Google, it all comes back to the core of Alphabet’s business model, as the slide below shows. Understanding Google’s motivations help us understand what drives organic search and the SERP landscape overall. And understanding the basics of paid and organic search is an important foundation for all aspiring digital marketers who want to work in the field. 3. Inbound vs. outbound marketing Are you working to push a message out to an audience that you hope is interested in your product or service? If so, you’re doing some outbound marketing, whether it be traditional media like billboards, television, or magazines, or even certain types of digital advertising like digital banner ads. Think about it as a giant megaphone broadcasting a message. Inbound work, on the other hand, aims to attract potential customers who are actively engaged in seeking out a product or service. Search marketing (both paid search and organic search) are perfect examples of inbound, as they reach prospects at the moment they’re doing their research. Instead of a megaphone, think of a magnet. The content that does the best job in solving problems and answering questions will be the content with the strongest magnetic pull that gets to the top of SERPs and converts.  If you’re going to be here for a while, click the image below for more information on how we think about content in the context of digital marketing efforts. 4. Basic digital marketing metrics There are some universal metrics that we all need to understand if we’re going to develop a competency in digital marketing. Click through rate (CTR), for example, is a great way to measure how effective an ad unit or organic result is in terms of generating a click.  But before we can fully understand CTR (clicks divided by impressions), we first need to make sure we understand the component parts of the metric. Here are four of those key components that we learned about during our digital marketing training: Impression: A search result (paid or organic) or an ad shows up on a page Click: A user clicking the search result or ad on a page triggers a recorded click Conversion: After clicking on the search result or ad, the user completes an action that is meaningful for the business. Different types of businesses have different conversion actions that are important to them. Cost: While organic search results are “free” (not counting costs associated with creating content), paid ads incur a cost. Understanding the cost of any paid advertising is a crucial component of understanding performance. How does it all work in practice? Glad you asked! Check out the example below for a hypothetical advertising campaign that served 10,000 impressions, drove 575 clicks, cost $1,000, and generated 20 conversions: 5. Platforms and tools a beginner digital marketer should use Our class was focused on search marketing, and we talked about one platform for paid and one platform for organic.  On the paid side, there is only one name in the game: Google Ads. Google has free training modules and certifications available through a platform called Skillshop. You’ll need a Google-affiliated email address to log in. After doing so, just search for “Google Ads Search” and you can go through the training modules shown below.   If you’re already a Google Ads pro, you can hop right to the exam and take the timed Google Ads Search Assessment. If you can get an 80% or higher on the 50-question exam, you’ll get a certification badge! For organic search, we learned about keyword research, title tags, H1s and H2s, anchor text in links, and more through the training available on Moz Academy. The 73-minute Page Optimization course has eight different training sections and includes an On Page Optimization Quiz at the end. Fair warning, some of the content might be worth watching a few times if you’re new to SEO. For most of us this was our first exposure to SEO, and it took some time for most of our brains to sort through the difference between a title tag and an H1 tag! Another platform that we liked was Google Trends, which can be useful for both paid and organic search, and is just generally a cool way to see trends happening!  There are many more resources and tools out there in the world. Some of us are aiming to get more comfortable with these fundamentals, while some others have already branched out into other disciplines like social media. Conclusion Thanks for coming along with us on this digital marketing journey. We hope it was a useful read! During the process of putting this together, things have changed for us: Kirsten landed a full-time job.Steve started doing consulting work for a growing Shopify site in Google Ads and Google Analytics, and is planning to make consulting his full-time work.Darcie landed a job as a Paid Search Analyst for a national retailer. For all of us, we know we’re only taking the first steps of our digital marketing futures, and we’re excited to see what the future holds!Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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