Keeping up with the latest trends is a must for any business, but ignoring technology trends in the digital world is the matter of staying in business. Unfortunately, those trends (while easy enough to find mentioned online) are rarely explained well. There seems to be this mistaken idea that anyone who has an interest or need in the practice will just magically get the jargon. As we all know, that is one superpower that doesn’t exist in the real world.
In this new world of digital transparency brands have to be very thoughtful in how they engage with current and potential customers. Consumers have an endless amount of data at their fingertips especially through social media channels, rating and review sites, blogs, and more. Unless brands actively engage in these conversations they lose the opportunity for helping guide their brand message and addressing customer concerns.
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
1. The big picture. Before you get started with individual tricks and tactics, take a step back and learn about the “big picture” of SEO. The goal of SEO is to optimize your site so that it ranks higher in searches relevant to your industry; there are many ways to do this, but almost everything boils down to improving your relevance and authority. Your relevance is a measure of how appropriate your content is for an incoming query (and can be tweaked with keyword selection and content creation), and your authority is a measure of how trustworthy Google views your site to be (which can be improved with inbound links, brand mentions, high-quality content, and solid UI metrics).
White balance tells your camera the color temperature of the environment you’re shooting in. Different types of light have different colors. For example, incandescent bulbs (like what many people put in a lamp) have a very warm color. The florescent lights (if you’re reading this in an office, look up) are a little bit cooler. Daylight is cooler yet. Before you begin shooting, you have to adjust your camera’s white balance according to your setup.

Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[36] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.

In this new world of digital transparency brands have to be very thoughtful in how they engage with current and potential customers. Consumers have an endless amount of data at their fingertips especially through social media channels, rating and review sites, blogs, and more. Unless brands actively engage in these conversations they lose the opportunity for helping guide their brand message and addressing customer concerns.
Jim Boykin blows my mind every time I talk to him. I have been doing SEO for 15 years and yet I am amazed at the deep stuff Jim comes up with. Simply amazing insights and always on the cutting edge. He cuts through the BS and tells you what really works and what doesn't. After our chat, I grabbed my main SEO guy and took him to lunch and said "you have to help me process all this new info..." I was literally pacing around the room...I have so many new ideas to experiment with that I would never have stumbled onto on my own. He is the Michael Jordan or the Jerry Garcia of links...Hope to go to NY again to Jim's amazing SEO classes. Thanks Jim! Michael G.
Why It Worked So Well: We positioned it strategically on a page that gets a lot of organic traffic. We optimized the video and content for high-value search terms and, because the content is built to target top-of-funnel viewers or “beginners”, we know video is going to be something they rely on as a resource. It’s also a great video that hits on all the basics of PPC.
Short video allows your business to highlight a topic, summarize a written webpage and create a low-cost, low-effort piece of content to aid your inbound marketing efforts, like the video version of a blog. If you can’t say everything you need to in order to provide value, insight or help your consumers solve a problem, use short videos as a teaser for your written or graphic content.
For example, what are the quality and quantity of the links that have been created over time? Are they natural and organic links stemming from relevant and high quality content, or are they spammy links, unnatural links or coming from bad link neighborhoods? Are all the links coming from the same few websites over time or is there a healthy amount of global IP diversification in the links?

SEM, on the other hand, costs money but can deliver very rapid results. Your website must be optimized to make sales or at least drive a customer to get in touch (GIT – in marketing terms) so you can make a sale. You should approach SEM with care and make sure you completely understand how much money you have exposed at any one time. Start slow and evaluate your results.
Now, some buckets are worth more than others, and the three main buckets that you need to be aware of for search rankings are quality, trust and authority. So quality: what Google is trying to measure when they’re trying to figure out what sites should rank is offering something valuable or unique or interesting to googles searchers. For example: good content - if you are selling t-shirts and you are using the same description that every other t-shirt seller is using on their website then you are not offering anything unique to Google’s searchers. Even though your t-shirts might look pretty cool, the content is the same as everybody else’s, so Google has no way of telling that your t-shirts or your t-shirt site is better than anybody else’s. Instead, offer people interesting content. For example: offer them the ability to personalize their t-shirt. Give them information on how to wash it. What’s the thread count? Is it stain resistant? Is this something you should wear in the summer or is it more heavy for winter? Give people information, or even be more creative. Get people to share pictures of themselves wearing the t-shirt. Create a community of people who are interested in your product. Get a famous person to wear it and share that picture online. Do something different, do something unique. Show Google that you are different and better than the other search results.

How does it work? In essence, you use Google Adwords (or another search engine’s equivalent – depending on the market you work in; in China, you’d be looking at Baidu, for example) to place bids on keyphrases; you write an advert based on that keyphrase; the search engine places the advert near the top of the search rankings, and you pay the amount of the bid every time someone clicks on your advert.
View count: View count is the number of times your video has been viewed — also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it’s important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.
From Snapchat stories and live social media, to the most highly polished corporate webinars, video marketing comes in every imaginable shape, size and format. Think about your other marketing content: blogs, infographics, ebooks, social media updates and more. That same content, turned into a simple iPhone video, gets you into the video marketing game.
In 2007, Google announced a campaign against paid links that transfer PageRank.[29] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat nofollowed links in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[30] As a result of this change the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated Javascript and thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of iframes, Flash and Javascript.[31]
The SEO starter guide describes much of what your SEO will do for you. Although you don't need to know this guide well yourself if you're hiring a professional to do the work for you, it is useful to be familiar with these techniques, so that you can be aware if an SEO wants to use a technique that is not recommended or, worse, strongly discouraged.
A custom YouTube end card or end screen is a graphic that appears near the end of a video. The graphic includes a clickable call to action. Many people use end cards to increase email newsletter subscriptions, promote resources or highlight other YouTube videos. You can only use end cards if you are in the YouTube Partner Program, on videos of 25 seconds or longer. Consider hiring someone to create a custom end card graphic to capture viewers’ attention.
Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an onboarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.
When it comes to video for SEO, descriptions are everything. Why? Well, descriptions allow Google’s search spiders to make sense of your video and understand what the content entails. So ensure that your videos are tagged with relevant keywords and fully explained with fleshed out descriptions and unique titles. Keep this rule in mind: if it has a box, it has a purpose – Google needs you to fill it out to help you rank.

The question isn’t whether to use video in your marketing strategy, it’s how. Marketers are faced with so many distribution channels, and it seems the game is always changing. How can marketers keep up? First, YouTube surpassed the popularity of live television, and now the big, flashy report is that Facebook has 4 billion video views each day and may be stealing YouTube’s throne right out from under the video site.
It is well known by now that Google has said site speed is a small ranking factor (about 1%). This is tiny, but it’s rare for Google to say that anything has a definite effect on rankings. So it makes so much sense to follow this advice. Plus, users love fast and responsive sites. They will feel more in control of their experience, consume your amazing content more efficiently and convert better.

Conversion rate optimization is all about testing. Many companies get too bogged down in design and what they think looks best and will convert. At the end of the day, you don’t know until you test. At IMI, we have the tools, technology, and expertise to not only build well-optimized web pages but to test them once they go live. Our conversion rate optimization can not only save our client’s money but generate millions in revenue.


Ask some SEO companies about SEO and they'll try and blind you with science and confuse you into thinking it's a black art. Say to some companies what is SEO and two hours later you'll be none the wiser. Not so here at Red Evolution. We love seeing the light bulb go on when our clients get it. We prefer our clients to not only know what we are doing for them, but why!
But while you’re maintaining the fun level on set, remain vigilant. It’s your job to pay attention to the little things, like making sure all of the mics are on or noticing if the lighting changes. Record each section many times and have your talent play with inflections. When you think they’ve nailed the shot … get just one more. At this point, your talent is already on a roll, and options will help tremendously during editing.

Page rank is an assessment of the authority and value of a website in Google’s algorithm. You can find plug-in tools for your browser or online tools (see the references section for links to some of these) to check the page rank of any given site. You can also check your own website’s page rank. The higher the page rank, the more likely it is that your SEO efforts are succeeding.


Email marketing is the practice of nurturing leads and driving sales through email communications with your customers. Like social media, the goal is to remind users that you’re here and your product is waiting. Unlike social media, however, you can be a lot more aggressive with your sales techniques, as people expect that email marketing will contain offers, product announcements and calls to action.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013.[19]
The biggest problem that most people have when trying to learn anything to do with driving more traffic to their website or boosting their visibility across a variety of online mediums, is that they try to do the least amount of work for the greatest return. They cut corners and they take shortcuts. Because of that, they fail. Today, if you're serious about marketing anything on the web, you have to gain Google's trust.
My favorite style in this is article marketing. You create anchor content on your website or blog, then you build authority-content links to that content, effectively driving up the visibility. I've used this single strategy to rank hundreds of keywords in the #1 spot on Google, and I would highly recommend that if you're going to learn any marketing strategy, that you get really good at this one.
Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.
A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a Multi-communication channel where information can be quickly exchanged around the world by anyone without any regard to whom they are.[28] Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[29]
A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs.
First, we have a catchy story. A family making a world tour just thanks to Home Exchange! The couple are teachers with 3 kids. Everybody can identify to them. And they realise the dream of those people watching and it is possible thanks to Home Exchange. Anyone would like to understand how that is possible and would like to be in their place. That video, among other communication tools, created huge publicity for them. They have been contacted by the number one channel in France to make a TV report on their project!

A custom YouTube end card or end screen is a graphic that appears near the end of a video. The graphic includes a clickable call to action. Many people use end cards to increase email newsletter subscriptions, promote resources or highlight other YouTube videos. You can only use end cards if you are in the YouTube Partner Program, on videos of 25 seconds or longer. Consider hiring someone to create a custom end card graphic to capture viewers’ attention.
The goal of SEO is to get a web page high search engine ranking. The better a web page's search engine optimization, the higher a ranking it will achieve in search result listings. (Note that SEO is not the only factor that determines search engine page ranks.) This is especially critical because most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed on those first two pages, and the higher the rank, the closer a page is to the number one listing, the better.  And whatever your web page's rank is, you want your website to be listed before your competitor's websites if your business is selling products or services over the internet.
Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible. In this case, you could automatically generate description meta tags based on each page's content.
Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page30 that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. You can use Google Search Console to find the sources of URLs causing "not found" errors31.

Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.


Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
Okay, if you're still with me, fantastic. You're one of the few that doesn't mind wading through a little bit of hopeless murkiness to reemerge on the shores of hope. But before we jump too far ahead, it's important to understand what online marketing is and what it isn't. That definition provides a core understanding of what it takes to peddle anything on the web, whether it's a product, service or information.
Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page30 that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. You can use Google Search Console to find the sources of URLs causing "not found" errors31.
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
Another good news is that your videos don’t have to be perfect. It’s the content that matters! Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much. So it’s fair to say that video is like pizza – when it’s bad, it’s still pretty good!
Where and When: Plan for the best time of day for lighting in each location, as well as rain dates as needed. Marketing videos are often done indoors in your own office, without a lot of frills. So lighting may not be a factor, but you may want a time of day when they’re less foot traffic and interruptions. Remember to give everyone ample time to ensure they won’t be rushed or panicking to get it right.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[27]

Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content41 for ranking, parsing structured data, and generating snippets.

Completion rate: Completion rate is the number of people who completed your video divided by the number of people who played it. Completion rate, and other engagement metrics, are a great way to gauge a viewer’s reaction to your video. Do you have a low completion rate? Are people all dropping off at a certain point? This might be a sign that your video content is not resonating with your target audience.


To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect32 from non-preferred URLs to the dominant URL is a good solution for this. You may also use canonical URL or use the rel="canonical"33 link element if you cannot redirect.
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