Digital Marketing Basics

There are many technical aspects to SEO and discoverability, but the basics are:

  • Original Content for the targeted keywords
  • Links from authoritative sites that improve that content piece’s score, as well as the overall site score
  • Site and Link structure
  • Site age
  • Stay up to date

Google takes a lot of variables into their algorithm and I’ve found that one of my other sites,, a fun date ideas blog, ranked very well when I was maintaining the site; and would drop off significantly if I was not adding new content. Fresh content is something that google looks for.

When you dive into more technical areas, there are several tools out there that can audit sites for things such as missing links, article and page formatting, inbound links, on-page optimization, etc.

As digital marketers, we know that we’ll never know exactly what is in the search algorithm at a microscopic level, but we should have a pulse on the best way to optimize our sites for search engines to optimally scan. Making the jobs easy for the crawlers can greatly improve search rankings and results.

Site Optimization

One of the major things we should do as digital marketers is to use science-based methodologies to improve our results. Not all digital marketers focus on optimizations on site, but a full stack marketer should.

Optimizations for PPC are usually found in increasing quality score. Quality score is determined by:

  • Text match – Are users clicking through to what is being advertised? How accurate is the advertisement?
  • Conversion – How likely are users to perform actions based on the advertisement lead?
  • Campaign accuracy – How accurate is the campaign to what you are aiming to do?

A digital marketer should be able to use an optimization methodology to best decrease their CPC and maintain profitability. A goal should always be set and you should test into your goal via a conversion funnel.

This idea can be applied to both content sites that generate revenue from ads, or from eCommerce sites that sell products. Every action that a user takes can be converted into a micro-goal, with what you want the user to do as a goal. Conversion funnels aren’t just a place for eCommerce sites.

For instance, if you run a content blog where your ultimate goal is ad-clicks, A/B test the best way for a user to get to that point. Not all audiences are the same, and users will interact with your site differently than they will with my site. Here are some basic optimization ideas

  • Ad placement – in content, in sidebar, between content
  • Link colors – if your ads are links, maybe colors help convert the customers to click more often
  • Readability changes – Are you using headers? Does it help breaking the site up?

For eCommerce sites, optimizations for conversion are much more straight forward. However, there are points to consider and some goal-metrics may be more valuable than others.

  • Conversion rates vs AOV: If your conversion rate is 1% but your basket is only $10, you can test goals that improve basket count while conversion suffers and still make more revenue

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