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Digital Marketing - Coggle Diagram
Digital Marketing
How Google search works
- Crawling: process of finding new or updated pages to add to google
- Indexed: Visited by GoogleBot, analyzed for content & meaning, and stored in Google Index
- Service search results: Goggle returns info that is relevant to user's query (identify searcher's intent)
Fundamental factors that influence the position of a webpage
- Relevance of content: Does it corresponds accurately with a specific search & does it answer the user's query
- Quality of Content: Google identifies signals that can determine which content demonstrates expertise, authoritativeness & trustworthiness (citations)
- Usability of webpages: Mobile friendly, more accessible
- Keyword Spamming: Jamming keywords or links that are not relevant
SEO & SEM
- Search Engine Optimization (SEO)
- Actions take to improve & refine webpages to make them rank higher in internet organic search results (not paid)
- Search Engine Marketing (SEM)
- Increases the visibility of a website/webpage in search results pages through paid advertising
- Paid search/Pay per click (PPC)
Benefits of SEO
- Search traffic is free
- Organic traffic is typically consistent once you're ranking high
- Opportunity to reach massive audience
Auction
- Second-price auction: Highest bidder wins but pays only price equal to second-highest bidder (Plus one cent)
- First-price auction: Highest bidder wins & pay his bid
- Efficient to extract more revenue from higher value words
- Allow price discrimination without auctioneer (Google) to determine willingness to pay
- Pay the value of words to the next highest bidder
- Scalable across words & time
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Internet marketing
- Affiliate marketing: Earns commission for marketing product (not sponsored)
- Email Marketing
- Social Media Marketing
- Blogging
- Paid Marketing
- Search Engine Optimization
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- Social Media Marketing
- Digital display advertising: Online graphic advertising through banner, text, images, video & audio
- Promote ad on 3rd party website
- Promote brand, Generate brand awareness, Increase sales
Example:
- DoorDash's success (traffic & revenue) is driven by its high ranking in lucrative queries with high transaction intent like "food near me" & "cuisine near me"
Targetability
- Keyword targeting: Contain any target keyword you define
- Demographic targeting: Target an audience based on basic demographic profile
- Placement targeting: Choose which website(s) your display ads appear on
- Topic targeting: Target a group of websites that fit within certain topics
- Interest targeting: Display ads based on what users are entering into the search engine