Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed by search engines (saturation) and how many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The following are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap's Link Popularity and Search Engine Saturation.
Together is better! For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results. Paid search (PPC) provides immediate top-of-the-page listings and greater click through rates, i.e., sales, when consumers are ready to purchase.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[22] Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.
If you take full advantage of social media to promote your top quality content, you want to keep in mind that engagement matters for SEO. Engagement helps to not only improve your online reputation but also to make connections and generate leads for your business. Content that gets tons of engagement on social media platforms will rank for the topics they cover. According to Moz, “to determine success, an algorithm looks at whether users engaged. If more people engage that’s a clear sign that their algorithm is showing this right content; if not, their systems will audition other content instead to find something that generates that interest.”
For our client: We rolled out a successful implementation of rel="author" for the three in-house content writers the company had. The client had over 300+ articles made by these content writers over the years and it was possible to implement rel="author" for all the aged articles. I advise anyone who has a large section of content to do so as it will only benefit the website. We were also in the process of rolling out further schema markup to the site's course content as it only has a benefit for CTR.
AdWords is recognized as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. It is flexible and provides customizable options like Ad Extensions, access to non-search sites, leveraging the display network to help increase brand awareness. The project hinges on cost per click (CPC) pricing where the maximum cost per day for the campaign can be chosen, thus the payment of the service only applies if the advert has been clicked. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months.[30]
Organic search (SEO): When you enter a keyword or phrase into a search engine like Google or Yahoo!, the organic results are displayed in the main body of the page.When your prospects search for information about your products and services, you want to rank highly in search engine results. By “optimizing” your site, you can improve your ranking for important search terms and phrases (“keywords”). You can also improve your rank by getting other important sites to link to yours.
Facebook ads contain links back to your business’s page. Even if the goal of your ads is to get people to click on a link that takes them off of Facebook, there’s a chance they’ll go directly to your Facebook page to learn more about you. If your page is empty or outdated, that’s where their curiosity ends. If you’re spending the time and money to advertise on Facebook, make sure you follow through with an up-to-date Facebook page.

I feel we can also focus a lot on the kind of keywords we target. I had a client who was in a very competitive market place, we optimized their site for some really targeted, long tailed keywords which didn’t have very high search volume, so the traffic didn’t really go up drastically but the amount of conversions & the kind of CTRs the site received was incredible.
New zero-result SERPs. We absolutely saw those for the first time. Google rolled them back after rolling them out. But, for example, if you search for the time in London or a Lagavulin 16, Google was showing no results at all, just a little box with the time and then potentially some AdWords ads. So zero organic results, nothing for an SEO to even optimize for in there.

I agree with the point that a small or medium-sized business will have limits for budget and resources in generating brand search, but I wouldn't say that stops them from potentially producing huge growth there if they do something interesting/innovative etc. I can think of quite a few small to medium sized brands that have more name recognition than larger companies in their space. The challenge is that many of those brands are led by people who are very good at generating marketing and publicity - it's harder for small brands to be able to afford to pay for a top level consultant or agency.


Entertainment — The Internet is a plethora of things to do. Some are looking for videos. Others are looking for games. Many are entertained by new stories. Others like financial calculators. Others want to learn something new. Think about what kind of entertainment your target is looking for. Relate it back to your brand. That’s a great way to use SEM to connect.
For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor's acquired specific backlinks, then by using outreach and content creation we obtained these links.
With organic search, you don’t have to outspend your competitors to outrank them. Your competitors can’t recreate the content experience that you use to drive organic traffic.  This one is major. PPC is easy to replicate and reverse engineer. Many spy tools allow you to dissect paid campaigns to see what’s working and what’s not. You can get insight into what ad creatives generate the most clicks.
Another one of the benefits of SEM is that people who see your PPC ads are those most likely to want to buy your product or service. PPC ads require you to choose a geographic location and specific search queries to target. As a result, you can be sure that anyone who clicks on your ad is not arbitrarily surfing the web, but rather, is looking for your product or service and in a position to do so.

Lynn, you have one of the best sites for affiliate marketing that I've ever seen. Just read your interview with Rosalind Gardner and found some interesting nuggets. Marketers should note the intuitive and spontaneous way you approached a niche and keywords. This is usually where "paralysis analysis" begins … some spend weeks with keyword and research tools until there is no "creative energy" left to build the site.
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[25] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions.[26] Patents related to search engines can provide information to better understand search engines.[27] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[28]
As you can see by the example above, organic marketing tactics are natural, authentic, and value-based. The benefits that businesses reap from these tactics are cultivated over longer periods of time, ultimately helping you build a brand that customers want to visit regularly. And although you’re doing less “pushing” with organic marketing, when done right you can still generate a steady stream of loyal traffic. Remember, this is about building high-value brand equity and industry authority with your customers. You’re not just attempting to drive sales here; you’re working hard to engage and educate your target audiences.  
Social is no longer just about conversation and content; it’s now an established channel for customer acquisition, remarketing and engaging existing fans/customers to support retention programs. It may be relatively immature compared to search and email marketing but it’s a channel in which most ecommerce teams are ramping up investment (people and tools).
Web search is one of the most powerful tools we have today. Just like you, people from all walks of life use Google to find solutions, learn new things and understand the world around. One of those new things may be determining whether SEO vs SEM is best for your business. Whether you’re an online business or a local business, chances are that people are actively looking for you.
ALT tags are HTML elements used to specify alternative text to display when the element they are applied to (such as images) can’t be rendered. ALT tags can have a strong correlation with Google SEO rankings, so when you have images and other elements on your web pages, be sure to always use a descriptive ALT tag with targeted keywords for that page.
Craft or improve your email marketing strategy. Consider implementing Calls to Action that engage your readership in immediate ways. This works whether you’re selling a product, hosting an event, or delivering new content for your subscribers to enjoy. Set time aside to regularly draft emails–consider making a goal to write a set number of email drafts per week.
So if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too.
Melissa Barker from Organic Demand Generation was recently a guest on the Rethink Marketing podcast, where she shared her essential organic B2B marketing strategies for LinkedIn in 2018. In addition to the many tech companies she’s consulted, including Act-On and Puppet, she also authored the first college textbook on social media marketing in 2010.

Writing blogs for your website not only helps with organic search engine optimization, but it provides valuable information for your potential customers and website visitors, among other things. Writing blogs about the industry you service will provide a place for you to insert your keywords plenty of times, while keeping the information relevant and helpful. On top of that, it makes your business look like an industry expert. A well-written blog makes you look more credible because of your level of expertise. Blogs that optimize for keywords will ideally be anywhere from 500 to 2,000 words, but not everyone has the time to crank out blogs that size every week. However, posting shorter blogs still provides value to your client base and potential customers.
In short, press request alerts are requests for sources of information from journalists. Let's say you're a journalist putting together an article on wearable technology for The Guardian. Perhaps you need a quote from an industry expert or some products that you can feature within your article? Well, all you need to do is send out a request to a press service and you can wait for someone to get back to you.
With 88 million tech-reliant Millennials taking their places as decision makers in households and the workforce, crafting a strong online presence is more important than ever. According to the Harvard Business Review, Millennials will account for over 50% of the workforce by next year. Already, this demographic shift, in combination with rapidly developing technology, is drastically changing the way successful companies go to market. 

Social media is adopting its own form of SEO in a way that promotes a positive user experience. The way this algorithm works is by putting your posts in a pool as small as one percent of your followers. If those people engage with the content, then it gets introduced into a larger pool. Slowly but surely, more and more people see it, but only if it’s engaging.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimization and related topics.[14]
Lynn, it is so true that just talking about a brand in a blog post gets you noticed. I did a blog post a few years ago on a toy and mentioned that is was on the Parenting Magazine top 10 list. I did not link to the magazine, I just mentioned it and they sent me a free one year subscription to their magazine, and a whole box of coloring books for my kids. It wasn't monetary, but at least the company acknowledge that I referenced them.
Optimize for opt-ins. Make sure you lead to something more than your content. What this means is that when people read your content, they must know where to go next. This may come in the form of a call to action or your offering of additional content, appearing perhaps as a PDF. Growing organic traffic is important, but it doesn’t matter if you are not converting those viewer into leads. Your business doesn’t pay its bills using raw traffic.

A good example is Facebook Custom Audiences. Within this Facebook supports email targeting, the ability to upload customer email addresses and then target those users on Facebook with tailored ads. This lets you micro-segment based on your existing customer database. One application is customer loyalty marketing, promoting offers to existing high value users via Facebook ads.


Organic search is the backbone of a strong digital marketing strategy. It not only drives people to your website, but the insights offered through search trends can help you properly plan and execute your broader marketing course. Brands that want to employ strong marketing tactics should not neglect the power of organic search and the Data Cube in guiding their success.
While network marketing companies financially incentivize their distributors to sell their products, just like in affiliate marketing, it’s not just the money that motivates word of mouth and it’s not money alone that will make the sale. It’s got to be a game-changing or life-changing product or service to give people something talk about with positive emotions like excitement and enthusiasm, so that the people they talk to want to be a part of it (and fear being left out). If people believe the company has a lousy product and compensation plan, then people won’t feel motivated to talk about it or have persuasive reasons to tell others to buy into it as well. If people don’t believe in the person or company selling it, the seller won’t generate any sales. This is why brands can charge more and generate billions in value, like these top 10 most valuable brands in the world:

Videos, in general, generate tons of traffic, views, and engagement. Live video is becoming the future of online video marketing, and in this session Alessandra will be sharing her years of experience doing live streaming videos. You will learn how to get started with live videos, how to increase your live video reach, how to get those views to click to your website, and more.

Organic-search traffic is the only search traffic you should be interested in. This is the traffic you get without any direct action on your part. It’s not something you can achieve with ease, though. The statistics say that 83 percent of organic clicks go to the first four results under most categories on search engines. So, to see your site attain that status, lay the foundations well in advance for the traffic you want.


At the retail level, the two top organic food sales categories, receive significant price premiums over conventionally grown products. ERS also analyzed organic prices for 18 fruits and 19 vegetables using 2005 data on produce purchases, and found that the organic premium as a share of the corresponding conventional price was less than 30 percent for over two-thirds of the items. The premium for only one item—blueberries—exceeded 100 percent. In contrast, in 2006, organic price premiums for a half-gallon container of milk ranged from 60 percent for private-label organic milk above branded conventional milk to 109 percent for branded organic milk above private-label conventional milk. See the ERS report for more on this topic:

Having large groups of content that all revolve around the same topic will build more relevance around keywords that you're trying to rank for within these topics, and it makes it much easier for Google to associate your content with specific topics. Not only that, but it makes it much easier to interlink between your content, pushing more internal links through your website.
Organic search is a method businesses use when they want to rank high on a search engine’s results page without having to invest in an ad campaign. Usually, this method involves using optimization practices on web pages and blogs and linking strategies, and conducting industry keyword searches that search engines view as valuable. Search algorithms are not entirely known, but marketing experts carefully study results to gather insight into how Google and other search engines rank pages. Some of the organic search engine optimization practices also include using relevant keywords on a page title, regularly posting optimized-blog articles to your site, and engaging with customers on social media platforms. This process takes time. The more you post and optimize your pages, the higher your results, as search engines see your content as relevant and trustworthy.
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