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You have put in huge efforts to create high-quality, relevant, and informative content. After thoroughly researching market demands, you have optimized your pages and articles using targeted keywords. What’s more, your content marketing team is also working hard to update your web pages regularly to rank higher on search engine results. Keep it up; you are doing a great job!

However, listen up! Are you sure your content marketing strategies are generating the expected results? Are your content marketing campaigns doing better and producing the desired ROI? Do you even track how well your campaigns are performing? What are you even trying to achieve from your content strategies in the first place?

If you don’t have a solid answer to these, it’s time to focus on measuring your efforts and tracking your results. After all, without having clear goals and marketing objectives, you cannot track how well your campaigns are performing and what results you are really looking for.

What is Content Marketing?

Content marketing is an umbrella term that includes optimizing and marketing various content formats, like blog posts, web page content, email marketing, social media, eBooks, videos, and many more. There may be multiple activities involved while implementing content marketing strategies. However, the basic goal is to get your message to your target audience.

Your content creation team needs to stay updated on the latest content marketing trends and search engine algorithms to enhance higher customer engagement and conversions. In short, ensure your content is engaging and enables visitors to find the answers or products they are looking for.

The Basic KPIs You Need to Track for Content Marketing

To track whether your hard work is really paying you off, your team needs to identify the metrics and track them to measure your content performance. Start with measuring the following Key Performance Indicators (KPIs) to identify your success factors.

Brand Awareness

The primary target for every business is to place their brand’s name favorably in the market and let others do the talking. To convert your content strategies into visibility gains, you need to focus on building brand awareness by tracking your −

Pageviews and website traffic volumes

Brand mentions on different social platforms

Unique visitors during certain offer periods or seasons, and

The number of followers gained on your blogs, social pages, and newsletters.

Audience Engagement

After generating brand awareness, focus on improving audience engagement by measuring a few website metrics, including −

User engagement rate, that is, how long your visitors were interacting with your website content

Page time of your visitors to identify how engaging your content was for your potential buyers

Page or scroll depth that helps to determine at what points your visitors lost interest in your content

Organic Visibility

Therefore, to give your brand a voice through greater organic visibility, track the following metrics −

Organic website traffic that gives an aggregate of your overall traffic on a certain web page. It helps to track how many potential customers landed on your content from the search results.

Keyword rankings and volumes can be easily measured through keyword research tools like Ahrefs, Google Search Console, or Google Keyword Planner.

Backlinks generated from high-value domains, boost your website’s credibility.

ROI (Return On Investment)

Finally, your ROI is a key metric that lets you identify whether your content marketing strategies are paying off. Analyze the revenue generated over the past few years to determine your profits generated and the percentage of revenue increase after implementing content strategies.

How to Analyze and Measure Your Content Performance?

Now that you are aware of the KPIs you need to measure and work on, let’s proceed toward our vital step of analyzing and tracking how well your content marketing campaigns are performing. The following approaches would help you stay competitive with highly engaging content.

Revisit Your Goals

If you feel lost in a sea of information and ever-changing market trends, it’s time you revisit your business goals. What are the short- and long-term goals you wish to achieve? What are your organization’s vision and mission statements? Determine why you are putting efforts into content marketing in the first place.

Analyzing these answers from time to time is necessary to stay on track and ensure you are not getting diverted from your objectives and purpose. Besides, this era is witnessing a rise in purpose-driven brands. So, if your end goals are unclear, you cannot determine the right marketing approaches for your business.

Track Social Media Engagement

Focus on posting more attractive and visually appealing content that is either 100% text or a balanced mix of multimedia. And don’t forget to use trending and relevant hashtags.

Another way of promoting audience engagement and discussion is by creating polls and lists, introducing fun concepts and games, and starting debate-worthy topics. In short, get your audience talking and then, from their activities, measure their interests and chances of getting converted and spreading your brand name through word-of-mouth.

Track Your Backlinks

Backlinks play a vital role in boosting your site’s credibility and authority. Getting good quality backlinks from other creators and publications is a sign your content creation tactics are working and showing results.

However, remember to focus on quality rather than quantity and be consistent in your content creation schedule. It will help you receive more valuable backlinks from high-authority domains, giving search engines the impression that your content would create high value for visitors (and hence, the higher ranks!)


We hope the above techniques and methods help your content marketing team to identify the loopholes and fill the gaps for better decision-making. These principle KPIs and strategies will not only change your content marketing game but also take your overall digital marketing to the next level. Just make sure your efforts are not going to waste by tracking your content performances from time to time, thus leading you in the right direction.

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Integrating Brand, Content Marketing And Seo

How agencies can provide clients with an integrated service given the increasing connection between brand, content marketing and SEO

After a couple of years of travelling and lifestyle consulting, I returned to the UK in 2012 with the goal of setting up a digital agency. I knew I wanted us to be very hands on and do transformative work with a limited number of clients I loved working with. But beyond that, I wasn’t sure what service I needed to create to do this!

It has taken me a year to work this out. But I’m there now and I’m inspired and it’s a journey of discovery I am keen to share.

First Steps: Recognising key developments in SEO and social media

I started this journey as a big believer in SEO having driven 50% of first business’s traffic Easyodds through natural search from 2005 – 2010. In the two years I’d been away from the UK though, the world of SEO had changed. The recent Google Panda and Penguin algorithm updates had led to major penalties for low quality links and content. What’s more it was clear that this was not a one-off as algorithmic updates were being announced on a weekly basis.

So high quality content was a must for SEO. But not just for SEO.


In the 2 years I was away social media usage had continued to rocket and Twitter in particular had started to mature as a content marketing platform. Various surveys and articles were telling me that over half of social media activity involved content sharing. What’s more as Google was on the hunt for new and improved data to verify quality and relevance, I thought social data must surely become a key part of its algorithmic ranking decisions at some point.

What better way to identify quality content than to measure relevant sharing and engagement levels as well as backlinks? So high quality content could lead to independent traffic and that traffic in turn could lead to better long term search results.

So now I knew that my service had to merge SEO with social media using high quality, targeted content as the binding ingredient. I believed this could also lead to long term stability. While natural search remained a monster short term line of traffic, Google was increasingly starting to fill its pages with its own products and data.

The launch of Google Knowledge graph, a potential Wikipedia killer seemed a giant leap further towards Google-owned search results. Likewise the social media giants of 2010 remained widely used but the marketplace was still evolving as the massive growth in Pinterest usage proved. But within that environment of change, creating great content and inspiring and engaging a targeted relevant audience – that seemed to be timeless marketing craft and as future proof as any service I could conceive.

Discovering the Brand Connection

Using their internal marketing data, we were able to identify some big additional natural search opportunities.

However once this work was complete, we discovered that there would be a negative brand impact from associating Borro with pawnbrokers which in turn created a reticence to strongly promote the directory. Although this is something we are still working on together and developing, the potential impact of our work in the early stages was diluted.

Great content may be the key to SEO and social media success but without full brand buy-in, great content can not prosper.

The Power of Brand Purpose and Passion

We spent time exploring the brand values that the founding team was implanting into the DNA of the new company and the passions that had caused them to create the business.

The fact that we were working so directly with the founders at such an early stage was very helpful in drawing these ideas out quickly and authentically.

Excited by this experience, we started to focus attention in other client work to discovering a brand’s core purpose and passion. The results were amazing.

Finding this core inspiration was like content strategy gold.

Now I’ve experienced this, it makes sense. To succeed with the mission of creating shareable, relevant content, one must find themes related to a company that are not self serving and that its people are passionate enough about to get involved in an authentic dialogue. This is made possible by tearing back the layers of every day activity and delving deeper into a Company to find its core purpose because at the heart of most brands is a passion that originates from something deeper than just making money.

These ideas are beautifully expressed by Simon Sinek in his brilliant TED talk. He talks about how focusing on ‘The Why’, the passion and purpose of a company, has been so instrumental to Apple’s success. He frequently repeats his mantra ‘people don’t buy what you do, they buy why you do it’. Applying this to our service, we have discovered that finding ‘the why’ makes content strategy easy and effective.

Conclusion of connection brand, content marketing and SEO

As I said at the start of this blog, our core purpose is to do transformative work with a limited number of clients we love working with. It has taken a year of discovery to get to a service we feel confident can help us achieve our goals. It may take another year to test and refine our theories but are greatly looking forward to this next part of our journey. 

How Digital Marketing Helps Marketing Strategy?

The development of digital technologies has given businesses access to more efficient data-driven analytics that can be used to track metrics like engagement rate or customer characteristics which help improve communication efforts with customers. Ultimately businesses need a well-planned out strategy tailored to their product in order for them to maximize success from digital marketing campaigns.

What Do You Understand by Digital Marketing Strategy?

Utilizing social media, SEO (search engine optimization) tactics, and content marketing are the other components of a digital marketing strategy. These different elements help to attract an audience in order to drive sales for the company’s products or services.

Various measurement tools can be used to determine how effective the digital marketing plan is performing, such as website analytics and A/B testing. Digital marketers can use web analytic tools like Google Analytics in order to refine their approach and improve their performance over time.

Difference Between Digital Marketing Strategy and Digital Marketing Tactics?

Additionally, companies should invest in content marketing tactics such as blog development and distribution; website design; email campaigns, etc., so they can build relationships with existing customers while also attracting new prospects.

The key point is that a good digital strategy is one that takes into consideration both short-term sales goals as well as long-term brand awareness objectives. Leveraging the right mix of online strategies—from individual tactics like SEO and ad buys through larger branding initiatives to start integrating into your larger business plan—will ensure success for your company now, as well as over time.

Importance of Strategy in Digital Marketing Developing Right Strategy

Every successful campaign yields beneficial insight into what works best for target market segments so that companies can adjust messaging accordingly to ensure efficient use of resources while maximizing potential profits.

Staying Updated and Relevant

Digital marketing today has been broken down into several processes that help a company stay ahead of the curve. These include but are not limited to SEO, influencer marketing, content curation, and creation as well as web analytics. Professional digital marketers can assist companies in deploying these strategies effectively and keeping them updated with changes in the market.

Additionally, investing in software solutions is an effective way for organizations to build or enhance their online presence. This includes using various types of automation software such as automated emails, chatbots support systems, and customer relationship management (CRM) tools to improve customer service.

It’s important for businesses to be aware of current trends and technologies so they can stay competitive by providing quality products and services at all times with a superior customer experience framework.

Outreaching a Large Set of Audience

This global exposure helps brands to engage with new customers, build relationships, and increase their overall sales. Digital marketing also allows brands to analyze the performance of campaigns in order to optimize for better results.

With access to consumer insights and data, companies can tweak their strategies in line with customer needs more accurately – making changes on the fly when necessary or responding quickly when trends happen.

How Can You Make the Right Strategy? Determine Your Goals

Before you can create a successful digital marketing plan, it’s essential to determine what your goals are and set SMART objectives to measure the success of each campaign.

Know Your Target Audience

You need to define who exactly will be consuming your content, such as average age, location, gender, or interests that might perturb your target audience.

Identify SEO Opportunities

It’s important to start by optimizing the content on your website and other online assets in order for them to be found easier by users through search engines like Google and Bing; this is called “search engine optimization” (SEO).

Incorporate Paid Search & Social Media Marketing

In addition, for most effective digital campaigns requires regular monitoring of performance metrics and testing different strategies against those metrics so that optimal results are achieved over time with increased ROI over time based on gathering insights from the data collected from user activities across platforms.

SWOT Analysis Understanding Buyer’s Behavior and Persona

By analyzing the relevant data, marketers can segment customers into different categories based on their parameters such as demographics, location, buying habits, etc. Once classified into segments buyers can be targeted with specific campaigns and messages. A buyer persona helps create customized content that resonates with the individual customer’s needs or interests.

By understanding what motivates them to buy a particular product or service one is able to make tailored offerings according to the customer’s preference. This results in making more informed decisions ensuring improved ROI for marketers. Hence it is important for businesses to understand buyer profiles as it allows marketing teams to tailor their efforts more precisely towards target groups and improve conversions through personalization.


Setting SMART goals allows the team to clarify objectives, identify key metrics to measure progress, and establish short-term milestones. It is important to remember that setting realistic expectations for achievable results will help ensure that everyone remains motivated during its execution. Once goals are in place, it’s crucial to build a reliable team who can deliver on its strategic commitments.

How Content Marketing And Seo Work Together #Sejsummit

Mark Traphagen of Stone Temple Consulting is a pillar of the speaking circuit and regularly does videos and blog posts about SEO. He always has helpful insights and actionable steps for marketers to better their content and make it appealing to both the search engines and the users.

I had a chance to interview Mark before our last SEJ Summit SEO conference of 2024, happening November 2nd in New York City. Check out his answers below:

Your SEJ Summit Presentation is about creating content that is also SEO and brand friendly. This is an area many brands seem to struggle in. Why do you think that is?

Brand content tends to be created with either SEO or reputation/brand-enhancement in mind, but rarely with both, as if they were mutually exclusive. It’s difficult to say why that happens in all cases, but in our experience with larger brands, it’s often a result of who has ownership of the content, and what their goals are.

It is possible, though, and we believe most desirable, to create content that both helps build SEO while at the same time creating real value for actual users of the site.

SEO and content marketing seem to be pitted against each other. What are the benefits of the two disciplines working together?

As I said in the previous answer, which of those is emphasized seems to depend upon who within the company (or which department) has ownership of the content. The sad irony is that there’s increasing evidence that high-quality content that does a good job of fully serving user needs actually enhances SEO, so there’s obviously benefit in bringing the disciplines (SEO and content creation) together.

For that reason, at Stone Temple we work hard to raise the vision of our clients for what content can do, and to support them in “selling” to their companies that higher vision.

I love the story of your start in digital marketing. You worked at an indie bookstore who was losing money due to Amazon and your boss pretty much said “Figure this out.” Over the years, what changes in our field surprised you the most?

My biggest surprise over the years has actually also been my biggest delight. When I was “inventing online marketing” (or so I thought!) for that small store, I thought at first that it was all a matter of learning a set of tricks. But I discovered that doing real marketing, the best stuff that always worked even before digital, actually enhanced and strengthened my SEO and e-commerce efforts. To my surprise and delight, because of the increasing sophistication of Google, those practices actually scale up to the huge brands that Stone Temple works with today.

Let me provide a couple of concrete examples from my bookstore marketing days:

Our store served a pretty geeky culture, people who were really into the kind of books we specialized in. In those pre-social-media days, bloggers ruled as far as influence, and we came to realize that a lot of our potential customers discovered new books via popular book review bloggers. So we reached out to those bloggers, building great relationships with many of them, resulting in them recommending and even linking to our store in their reviews. They came to love us because they realized we truly loved the books they and their readers loved, and that love fest resulted in a big jump in traffic and sales for our store.

The next step was nurturing a sense of community amongst our customers by creating a way for them to become qualified reviewers on our site, which led to many of them becoming mini-celebrities in our niche. We made heroes of our customers, and gained a lot of valuable user-generated content along the way.

Those early lessons have never left me. It’s why Eric Enge and I constantly preach that SEO and content are never stand-alones; to be successful they must be part of a complete marketing ecosystem.

It seems like content marketing is now starting to mature as a field, where do you think the future of content marketing is heading? What can we expect in the next 5 or 10 years?

I don’t think the emphasis on the importance of content will ever go away now. From the SEO perspective, it’s become obvious that search engines place increasing importance on the quality and usefulness of a site’s content. My hope, though, as I stated above, is that more and more companies will adopt a more holistic view of content, and realize that not only are SEO and traditional marketing goals for content not at odds, but they are most successful when they are in cooperation.

In your opinion, what is the number one under appreciated skill a digital marketer needs to succeed in 2024?

Without a doubt, it’s learning the fundamentals of traditional marketing. I’ll be the first to admit that I have big gaps in my own background in that area. The good news is that you can self-educate in marketing these days, if you’re diligent in uncovering the best information sources and dedicated to putting in the effort. I’m investing significant time into my own marketing education these days.

I still am thankful for my “thrown into the deep end of the pool” introduction to digital marketing. I learned a lot because I had to, and I honed those skills in the real battlefield of high-competition marketing. Now it’s time to “grow up” and dig deep into the accumulated wisdom of marketing that goes beyond technical SEO skills or the ability to create great content.

Great insight, Mark. It is always a learning game. Thanks for answering my questions. See you in NYC!

Don’t forget; you can still buy tickets and come see us in NYC Nov. 2nd at the TimesCenter in Manhattan.

Image Credits

The Growing Complexity Of Content Marketing

Can content marketing software ease the pain?

A new technology report by Rebecca Lieb at Altimeter has just been launched evaluating the software landscape for content marketing. You might read that as a “not for me” – doesn’t sound too exciting at first glance, but we’d suggest that it might be worth re-thinking that stance.

The $44Bn market: Content marketing is big and complex

Now valued at a whopping $44Bn, the creation and promotion of customer or branded content remains on a huge growth trajectory, and yet Altimeter finds 70% of marketers lack a consistent or integrated content strategy – marketers still have a scattergun approach to content.

“Content is the atomic particle of all marketing” Rebecca Lieb

[note: Seth Godin also said content was marketing’s last stand about 2–3 years ago]

The reality is that marketing is now a complex process, it involves multiple stakeholders throughout the organisation, outside agencies and suppliers, and multiple channels and media. It’s the growing channel and media complexity, driven by consumer behaviour changes, in turn increasing the adoption of content marketing, has given rise to a large, complex, and highly disparate content marketing landscape. A landscape which requires more intelligent tools, software that enables all, or elements, of the content marketing process from creation to promotion and governance, to be managed.

Software options appear to make the complex more complex?

If we accept that content marketing is complex, then the current suppliers of software appear to make it much worse, that’s according to Altimeter – though I’d agree for what it’s worth.

What’s creating the issues and driving the need to change?

Organisations lack a cohesive, coherent, strategic approach to content

Creating and publishing content is hard, unrelenting work

Lack of ownership by one team or division

Lack of integration with other softwares and processes

Misaligned buyer needs vs planned investments

A tangled software landscape

Altimeter’s focus in the report is that software is the key to making the complex much simpler, yet currently there are too many solutions (110 suppliers), many of them small players all whilst the market itself is evolving. We are however seeing the giants, such as Adobe and Salesforce, changing (and buying) the market to create ‘marketing clouds’ – is this the future?

“By 2024, there will be ‘content stack’ offerings in the marketplace — end-to-end solutions akin to ad stacks.”

Altimeter believes that the content marketing tool landscape will begin to consolidate by 2024, that there will be “content stack” offerings — end-to-end solutions akin to ad stacks. Currently, no single supplier has an end-to-end solution. Logically we might accept that a few will partner, merge, acquire, and/or collaborate to create a total solution.

Altimeter Group’s Content Tools Stack Hierarchy

How to define your content marketing tool stack

Much like any other area of business and software, Altimeter Group approaches the content marketing tools problem from the perspective of marketing challenges and needs first, highlighting three steps to best determine your content marketing tool stack:

1) Determine your content marketing use cases.

Altimeter highlights eight over-arching use cases that fall into one of three phases of scaling complexity. Feed the beast might be how it feels for many yet to some extent we’re all in a process of refining and bringing in a robustness, forming roles outside of creation, such as analytics. The third phase of maturity is around governance, a phase where teams grow and regulatory requirements need to be met.

Three phases of maturity

Altimeter recommend that we’re certain to solicit stakeholders and end-users for requirements, input, and collaboration.

“You can’t retrofit activities to the tool; you have to align the tool with your activities.” Kristina Halvorsen Founder & CEO, Braintraffic

2) Plan for integration and evolution.

Altimeter highlight that future-proofing software selection requires a plan, and that integration is tripartite:

Systems integration. Such as CRM, data and analytics

Integration with the organisation including internal communications and corporate intelligence

Integration with structure, workflow and processes – including internal and external teams or partners

Common integration points vs use cases

3) Identify and prioritise suppliers based on those use cases.

Much like any other process of vendor selection. The above two steps enable the priorities and filters to be easily understood and so a checklist created.

Other key areas of best practise that we’d recommend would be enabling scale and phasing development for speed. Of course, the big one is always finding and developing the right team – all the software power in the world simply cannot replace people.

Want to know how those 110 suppliers (or vendors) compare? Check out page 15 of the report right here.

Digital Marketing Tutorial: Online Course

What is Digital Marketing?

Digital Marketing is a branch of marketing that mainly involves technologies like internet, computers and mobile phones to promote the products and services online. It is a well-targeted, conversion-oriented and interactive marketing approach to reach the customers and transform them into clients. The purpose of digital marketing is to promote your business online to reach the right audience that can be your customers.

Recent studies show that Digital Marketing is the fastest growing sector in the tech industry. This course is geared to make you a digital marketing pro

In this tutorial, you will learn-

👉 Introduction to Digital Marketing

👉 Search Engine Optimization – SEO Tutorial

👉 Social Media Marketing: Tips and Secret

👉 Online Paid Advertising: Ultimate Guide

👉 Email and Mobile App Marketing

👉 Introduction to Digital Marketing

Throughout centuries, marketing always remained customer centric, the way of delivering services and product has changed but the strategies remained same. Technologies did bring revolution in all fields and marketing is no exception, from print media to digital media. The rapid growth of digital marketing is the direct consequence of penetration of internet and social media sites.

Unlike traditional marketing method you don’t have to go door to door to convince people how good your product is, instead the ‘likes’ in Facebook and ‘followers’ in twitter does this job.

Digital Marketing revolves around four things

Social Media : Interact with your customer base using social sites like Facebook and twitter. Use it as a support channel, Launchpad for new products , announce discount and exclusive coupons to drive sales

SEO: SEO or Search engine optimization is a technique that allows a site to get more traffic from search engines like Google, Microsoft, Yahoo etc. It is divided in two categories, off page SEO and on page SEO

Content Marketing: The goal of Content marketing is to retain and attract customers by consistently creating valuable and relevant content with the intention to engage targeted audience in order to drive profitable customer action. Content marketing is valuable for companies as information people find online impacts their purchase decision.

👉 Search Engine Optimization – SEO Tutorial What is SEO?

SEO is the process of improving the structure, content and organization of your site to the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank

Before we look into this any further, let’s first understand –

How Search Engine Works?

Almost every Search engine does the following Spiders or Web Crawling, Indexing & Displaying.

Spiders & Crawlers: Spiders crawl over the web in search of content (Hence the name Spider). Once they finish scanning and identifying the relevant content, they copy the searched content and store it in a search engines database. While they are scanning one web page, they make note of links to other web pages from this page and later scan the linked web pages as well & this process keeps going on for all webpages. (For example : Page A links to Page B which in turn links to Page C. Here, Page A,B,C will be stored as well as any page which is linked from Page C ) .

Web Crawler will collect the following (not limited to) information from a web page –

Indexing: Now that website information is stored in Search Engines Database, how will it know which page to put on top of search results and which on last ? Enter Indexing.

Ranking is done based on keywords.

As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword based indices. The search engines have millions and millions of smaller databases, each centred on particular keyword term or phrase.

Next question, how does the search engine know which keyword to rank a page for? To determine so the search engine looks into the content of the page, Page Title , Page URL and other factors

Next question, suppose there 20000 Webpages each catering to the same keyword say football. How does the Search Engine determine which Page to display as # 1 , # 2 and so on… Enter Search Engine Ranking Factors which considers Domain Age , Domain Trust , Topicality , Number and relevance of external pointing links to the page , social signals and many more. This will be covered in detailed later in the tutorial

Displaying: The last step in search engine activity is retrieving the best matched results for search queries, which is displaying the search result in browser.

Role of Keywords in SEO

Keyword is actually the key to SEO. Keyword is what a person or user enters into a search engine to find specific information.

Keywords form part of a web page’s metadata and help search engines to match page with an appropriate search query.

Keyword Density

Often it is misunderstood that by including more keywords which describe your website can eventually help search engine to bring your website on top. Infact, more keywords sometimes get you penalized for “spamming “or keyword stuffing. So, using keyword wisely from SEO point of view becomes mandatory. So what is the ideal frequency of Keyword? It is believed that for best result, keyword density should be 3-7% for the major and 1-2 % for minor key words.

Keywords in Special places, Page titles & Headings

It is imperative where your keyword exactly appears on your web page. It counts more if you have keywords in the “page title, the headings, the paragraphs” especially in URL. For instance, if your competitor’s web page has same number of keyword as your webpage but if you have included the keywords in your URL then your webpage have more chances to stand out than your competitor.

Placing the keywords in the “Title of the page” or “Heading tags” is considered the best place to put your keywords. The reason behind is that the search engine looks first for the keywords in your “Title tag” and then in “Heading tag”. The standard title tag keyword is around 70 characters max.

In order for a title tag to be most effective, it needs to be supported in other areas of each web page like the “headline”. Your headline should be the largest headline on the page rich with primary keywords, you can also include secondary keywords in your headline. There is no limitation for headline length, but still preferred around 7- 8 words length. For keywords there are some set criteria for best result as shown in table below.

Keywords Criteria for best SEO result

Keywords in URL

First word is best position for keyword in URL

Keywords in Title tag

Keywords should be in beginning of title tags, 10- 60 characters , no special characters

Keywords in description meta tag

Show theme less than 200 characters

Keywords in Keyword meta-tag

Show theme less than 10 words

Keyword density in body text

5- 20 % of the content

Keywords in Headlines

Use Hx font style tags appropriately

Word Stemming

Search engine like Google, uses word stemming for search query. Word stemming allows all forms of the word- singular, plural, verb form as well as similar words for a given search query. For example if someone search for “Mountain track” it will retain search result with all variation of that phrase like “Mountain tracking“, “Mountain trackers” and so on.

Ranking and Ranking factors

Meta-tags: one of the earliest method to optimize the website high in result was to offer Meta data to the search engines. Meta data is nothing but the data about the data found on that page.

There are two important meta-tags or meta-data

Meta description

Meta Keyword

Both Meta keyword and Meta description can contribute to your search engine ranking. The meta description tag is intended to be a brief and concise summary of your page’s content. The limitation for meta-description is about 170- 200 characters, writing a unique description for each page of your site. Meta description format would look something like this

Example: Meta-description for website "guru99"

While meta keywords format would look something like this


Meta-keywords for website “guru99”

Link Building On Page & Off page Optimization

SEO optimization is primarily classified into two sections on page optimization and off page optimization.

Positive Off Page Optimization

Off page SEO is the process of boosting your search engine rankings by getting external links pointing back to it. The more and better links you can get to your webpage, better it will rank in search result

A quality backlink is considered good from the search engines point, and has the maximum effect on your off page SEO. A quality backlink has properties like

Incoming links from high page rank web page

Use different anchor texts

Dofollow or Nofollow links

Getting backlink from similar niche blog or website

Avoid black hat SEO

Good Domain Authority

High Trust

High Relevance in the subject matter of the linking and destination domains

Site Age- Shows site stability

What you should NOT do for Negative off page

Link Buying : If you get caught penalty is huge

Cloaking: Try prevent cloaking (representing different page to search engine than your original web page)

Domain Hi-jacking: It is when someone takes your domain away or misuses your domain without your knowledge by changing the registration of the domain name. Never do this , it’s a criminal offence.

Other Black Hat Techniques

Positive On Page Optimization

On page optimization directly deals with the content and structure of the website. On page optimization focuses on

Unique title tags and Headlines

Keyword frequency in the


Body Texts




Adding description to images

Good Internal Navigation

What you should not do for Negative On Page

Avoid negative over optimization penalty (OOP) by not repeating keywords very very frequently

Link to a bad neighbourhood : Do not link to link Farms or any other site with bad page rank

Avoid Poison words: The word “link” is considered poison words or stop words in a title tag. There are many other poison words that you should avoid

Avoid stealing text or images from other domains

Avoid Excessive cross linking

For best SEO result for your site always regularly maintain it, as you won’t rank as high in search engines, if your site is slow or has broken links.

Google Panda

Google panda is a Google’s search results ranking algorithm, it aims to lower the rank of “low quality sites” or “thin sites” and return higher quality sites near the top of the search result. In other words it does the verification of “content” of the websites.

How to escape the Panda’s Claw

Try to avoid link building with those sites which is already ranked as low quality website

Google Penguin

Another algorithm update from Google is “Google Penguin” which penalizes those sites that breach Google’s webmaster guidelines set by the search engines. This programme is specifically designed to target those sites that practice black-hat SEO techniques like keyword stuffing, duplicate content and bulk link building to name a few. Penguin does not damage the site unless spammed for too much keyword.

How to get away from Penguin’s Pecking

Remove all links from guest blogging network

Remove links from spam sites

Remove all exact match anchor links

Remove all optimized anchor links

Nofollow Guest Post links

SEO Audit and Link Removal

SEO Audit and link removal is very important for running your website successfully, as search engine modifies their algorithm from time to time. For success of your website, it is necessary to keep pace with their current guidelines and requirements of search engine. To ignore link audit may put your website at high risk.

For link audits and link removal many online tools are available like, Google webmaster tools, MOZ , Open Site Explorer , Majestic SEO etc. It will scrutinize ‘backlinks’ and provides some helpful metrics like

Specific URLs that link to your site

The pages on your site that each of these URLs link to

Anchor text used by each incoming link

Whether each incoming link is follow or no-follow

While removing low quality links, you have to be careful as some of them may be highly relevant to your website and come from websites on the upswing. In future they might become an important source of traffic.

What are the characteristics of a ‘bad links’

Links with the same anchor text coming from multiple sites

Links from sites that are unrelated to your niche

Links from low traffic and low PR ( Page Rank)

Links from articles directories or sites that look like link farms

Links from link exchanges

Paid links

Links from sites that are not in the Google Index

In case the site owner does not remove bad links from your website, then you can use Google’s disavow tool. This disavow tool will remove bad links.

This disavow tools are applicable in condition like

When you get a manual action

Webmaster won’t remove the bad links to your site or charge you to remove them

When you see links pointing to your site you do not want to be associated with

When you are worried about negative SEO

You see links pointing to your site you do not want to be associated with

You saw a link bomb attack and are afraid it might hurt your site

You are afraid someone will submit a spam report for you

You see your ranking dropped and you think it has to do with an algorithm Google ran, example: Penguin algorithm

👉 Social Media Marketing: Tips and Secret

Social Network Marketing is about using social media sites as marketing tools for the optimization of revenue or increasing brand exposure. Social Media Marketing use strategy like SMO (Social Media Optimization), it can be done in two ways

a) Adding social media links to content such as sharing buttons and RSS feeds

b) Promoting sites through social media by updating tweets, blog post and statuses

Social Media Marketing helps a company get direct feedback from customers, social websites like Twitter, Facebook, Instagram, Myspace, Linkedln and Youtube which have had significant contribution in social marketing in last couple of years. The success of social media in marketing is due to very “Personal” interactions between the user and service renderers.

FaceBook Marketing

Face book features are more detailed than other social networking sites. They allow a product to provide photos, videos, longer description option and testimonials as other followers can express their opinion on the product page for others to see. Facebook can link back to the products twitter page as well as send out event reminders. This can be done by connecting to various groups or business groups of your field on Facebook, admin page and direct message to admin for site promotion. You can also create your own personal page where you can upload videos or website information for example, here we have “Guru 99” Facebook page, which has reached many e-learners through Facebook.

Next you can also make a group or join a group of your liking, for example if you are a computer geek and searching for a java computer group then you can join a Java group where you ask questions pertaining to java or share any information related to Java with your group.

To facilitate social media marketing and to manage posting of messages on regular basis on social sites, automated scheduling tools are used. Hootsuite is one such tool, which gives users extended facility for automating and scheduling messages, monitoring conversation and track result across multiple networks. For example, here it is shown how different tutorials are set and scheduled for website Guru99.

Twitter Marketing

It’s a micro blogging service that allows sending and receiving message from customers. This can help business people to contact and communicate with peer group and to their customers. You can create your personal page in twitter as well, and can upload your site and share information related to site on twitter.

Twitter is a great tool to reach out new customers/clients without invading their privacy

LinkedIn Marketing

LinkedIn connects professionals from various backgrounds and provides an opportunity to expand business by connecting business professional. Through the use of widgets, members can promote their product or website directly to their clients. “Company Page” is one such feature in linkedin which acts like a business resume for your client to get a quick overview about your business.

Your personalized webpage on linkedin can also be used as an open platform for discussion with peer group or e-learners. Apart from your personalized page there are option like joining groups, companies or any particular professional groups (Doctors, Real estate & Infrastructure, Job portals, business groups etc.)

Recent research has marked Linkedin on top for social referrals to corporate homepages.

LinkedIn: 64% of social referrals to corporate homepage

Facebook: 17% of social referrals to corporate homepage

Twitter: 14% of social referrals to corporate homepage

Google+ plus

Google plus provides various features which can be used for marketing purposes like

Circles : You can create groups or join circles of your likings

Stream: Gives instant updates on selected contacts or groups

Photos: Upload photos

Sparks: It allows you to specify your area of interest every time you logged in

Plus One: It is like a face book ‘like button’, where you can express your opinion about any particular product

Video Chat and Huddles: All queries can be solved by video chat facility which can be used to facilitate live customer interactions and huddles allow for group chats.

Apart from these you can join communities of your interest, like here guru99 has created community for software testers where they can use these page for discussion for topics of their common interest.

Video Promotion

Video’s are one of the quickest ways to reach your customer. Visual effect has more impact on customer than print or digital text, it enables to explain the product more convincingly than any other medium. Marketing on “Youtube” turns, viewers into fans and, fans into customers. Also with video pages on your site has more chances to get good rating, as there are very less competition for video pages.

To get maximum viewer to your video link, attach the script of your Video. Youtube also provide captioning alternative for videos.

For Intagram Marketing refer this tutorial

👉 Online Paid Advertising: Ultimate Guide

Several aspects important for successful PPC campaign

First Understand the purpose of PPC campaign

Research on your target audience

Keyword Research

Perform A/B Testing

Learn from your competitors Ad copy before you make your own

Keyword grouping and Organization

Keywords in Ad should include keywords of the landing page

Ad groups creation and Management

Managing your PPC campaign

Once you have created your new campaigns, you have to make sure that they remain active and effective and for that you have to manage your PPC campaign properly

Continuously analysing the performance of your account

Add PPC Keywords and expand the reach of your PPC campaign

To improve campaign relevancy, add non-converting terms as negative keywords

Split up your ad groups into smaller and more relevant groups.

Stop the underperforming keywords

Modify the content and call to actions (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates

Don’t send all your traffic to same page

Example for Bad Ad Example for Good Ad

Hob’s black coffee

Selling coffee since 1947

Come and see our selection

Hob’s great organic black coffee

Refreshing and High quality

Special discount on imported black coffee

Facebook Ad

Once you enter your URL to the ad page, the next step will be to upload the image for your ad that you want to display when users look at your ad. Here in the screen shot we had uploaded an image showing “Free Live Selenium Project”.

Once you have uploaded ad image the next step is to identify and target your audience for ad. On ad page you can handle your account as shown in below screen shot and you can target specific audience by narrowing down them according to their location, age, gender, language and so on also you can bid from the same page.

Here, we had chosen country like India, U.S and U.K and we targeted the audience between the age of 19- 24 for our ad and set the rest of category accordingly.

The next step is to set the limit for your ad like how much money you want to spend for your ad and you can set the amount limit accordingly. For instance, we have set the limit Rs 100 per day, then your ad will display on Facebook till your amount becomes nil for the day.

Once everything is set up, you will be proceeded to the most important part and final step of the process, yes you guessed right, money in the bank, as soon as you are done with the payment thing your ad will be reviewed and approved by Facebook group and soon your ad will start displaying on your account.

For the desktop users the ad will display something like this as show in the screen shot below

While for mobile users the ad will display like this, as shown below

Twitter Ad

Twitter’s Ad Types

Twitter has exceptionally shown its potential in online marketing through promoting Ads and product. Some of these ad types are emphasized over-here.

Promoted hashtags , promoted account, promoted tweet:

Twitter Cards

With Twitter cards, you can attach rich photos, videos and media experience to tweets that drive traffic to your website.

👉 Email and Mobile App Marketing

With the use of internet, e-mail marketing has become more prevalent and common method to reach maximum users with minimum costs. It is a form of direct marketing that uses electronic mail as a means of communication. E-mail marketing is an efficient way to stay connected with the clients and at the same time promoting your business and products. With e-mail marketing you can also track how much percentage of people have shown interest in your product or service. Professional e-mail marketing is considered as a better approach for organized marketing strategy. Here are some benefits for e-mail marketing.

Permission based list building: It is a creation of an email list by providing a sign up box for for prospective e-mail contacts and confirming their approval with a follow up email

Campaign creation: The capability to organize and structure large volumes of e-mail messages by branding, theme and schedule

Online reporting: Track the sending of individual email campaigns and at what rates they were opened and which e-mails are not open or bounced

Rich content Integration: Addition of graphics, video, audio and test using templates,drag and drop editor

List Management: The ability to organize, segment, edit, grow and manage a database of customer or client e-mail contact information

How to implement successful e-mail marketing campaign

There are some simple tips for effective e-mail marketing

To grab the attention of your readers, make sure that your subject line or title should stand out. Need to keep message short and to the point

Your logo needs to be highlighted clearly at the top of the e-mail

Stress first two or three lines of your e-mail to make an impact

Provide link for the landing page on your website

Collect e-mail addresses at offline events like trade shows and import them into your database and send them a welcome email

Promote offers and e-mail sign up through Google plus company page

Automate scheduling for e-mail

E-mail schedule can be of great help when one has to mail same document or message to different people on regular basis in bulk. Automation of e-mails are not restricted to sending and receiving mail but also account for other activities like deleting unwanted emails automatically, save e-mail attachments into local folders, e-mail integration with text files or csv and so on. Aweber is one such platform where you can manage and automate your mail and schedule your mail according. As shown in screenshot below, we have schedule each message or tutorial on JavaScript and send to subscribers by scheduling it one after the other.

There are many e-mail service providers which does not have automation scheduling in-built, for them extensions are available and can add on this extension to their mailing system. For example, “Boomerang” which can be used in Google chrome or Firefox for scheduling e-mails. Mail Chimp is another mail manager where you can set data, time , batch delivery and so on for your mail .

Mobile App Marketing

While building your mobile App there are certain things that needs to be work out

Growing your social media presence : Building a steady social media following on Facebook, Twitter, Google+, Tumblr

Driving engagement across the app: Focus your efforts on encouraging ongoing engagement and keep updating fresh content so to prevent users from losing interest in your app

Increasing app store ratings : Try to improve rating of your app, this will drive a lot traffic to your app

Promo video for mobile APP

As a part of viral marketing campaign, a promo video is quite essential.

Create a promo videos which is short and informative.

Highlight all your app’s key features and point out why your app is better than its competitors

Also, include screen shot of your app as well

Once the video is ready you have to be active in marketing or distributing that video over the web. Post it on forums, use social sites like Facebook and twitter to reach out maximum, upload it to youtube and so on.

In the end, if you create a GREAT mobile app, people will do the marketing for you!. Here, we will see a mobile app for company Guru99.

Web Analytics

Web analytics is the study, analyses and reporting of a web data for purposes of understanding and optimizing web usage. This technique is useful to measure how many people have visited a site, and how frequent they have visited the site or what route they have opted to reach your site. Web analytics is very useful from the point of administrator as they can figure it out which area of the site is popular and which area is not.

Web analytics software can be used to monitor whether your site page are working properly or not. There are various web analytics software available in market, some of them are Google Analytics, Adobe site catalyst, IBM coremetrics web analytics, IBM’s Unica Netsight, yahoo marketing dashboard, Piwik, Moz and so on.

A good analytic tool should meet following criteria

Can you re-analyze data if you decide to change something

Can you re-analyze subsets of your logs for more focused views

How many web pages does the solution track per month

What is the total cost of ownership

Does it integrate easily with other sources of data

The Complete Digital Marketing Course

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