1.

Types of SEO

1. On-Page SEO:
 Definition: On-page SEO involves optimizing
elements directly on your website to improve its
search engine rankings.
 Key Factors:
 Keyword optimization in content and meta
tags.
 High-quality, relevant content.
 Proper use of header tags (H1, H2, etc.).
 Image optimization with descriptive alt tags.
 User-friendly URLs.
 Internal linking for better navigation.
2. Off-Page SEO:
 Definition: Off-page SEO involves activities carried
out outside of your website to improve its visibility
and authority.
 Key Factors:
 Building high-quality backlinks from reputable
websites.
 Social media marketing and engagement.
 Influencer marketing.
 Online reputation management.
 Guest blogging and content promotion.
3. Technical SEO:
 Definition: Technical SEO focuses on the technical
aspects of website optimization to enhance its
crawling and indexing by search engines.
 Key Factors:
 XML sitemaps.
 Robots.txt file for controlling search engine
crawlers.
 Website speed and performance optimization.
 Mobile responsiveness.
 SSL certificate for secure connections.
 Canonicalization to manage duplicate content.
4. Local SEO:
 Definition: Local SEO aims to improve a business's
visibility in local search results, particularly for
location-based queries.
 Key Factors:
 Google My Business optimization.
 NAP (Name, Address, Phone number)
consistency.
 Local keyword optimization.
 Customer reviews and ratings.
 Local citations on online directories.
5. E-commerce SEO:
 Definition: E-commerce SEO is tailored for online
stores, focusing on optimizing product pages and
improving the overall online shopping experience.
 Key Factors:
 Product page optimization with detailed
descriptions.
 High-quality product images.
 User-friendly navigation and site structure.
 Customer reviews and ratings.
 Schema markup for product information.
6. Voice Search SEO:
 Definition: With the rise of voice-activated search
devices, Voice Search SEO focuses on optimizing
content for natural language queries.
 Key Factors:
 Long-tail keywords and conversational
phrases.
 FAQ pages with detailed answers.
 Local SEO for location-based voice searches.
 Clear and concise content that directly
answers user queries.
7. Video SEO:
 Definition: Video SEO involves optimizing video
content to improve its visibility on video platforms
like YouTube and in search engine results.
 Key Factors:
 Keyword-optimized video titles and
descriptions.
 Transcriptions and closed captions.
 High-quality and engaging video content.
 Thumbnail optimization.
 Video sitemaps for search engines.
 2. online reputation management in digital management

Online Reputation Management (ORM) is a crucial aspect of

digital marketing that involves monitoring, influencing, and
managing the online perception of an individual, brand, or
organization. Maintaining a positive online reputation is
essential for building trust, attracting customers, and
sustaining a strong digital presence. Here are key strategies
for online reputation management in digital marketing:
1. Monitoring Online Mentions:
 Tools and Alerts: Utilize monitoring tools and alerts
to track online mentions of your brand or name.
Google Alerts and social media monitoring tools
can help you stay informed about what's being said
about you.
2. Social Media Management:
 Active Engagement: Regularly engage with your
audience on social media platforms. Respond
promptly to comments, messages, and mentions.
Demonstrate a proactive and customer-friendly
approach to any feedback, whether positive or
negative.
3. Search Engine Optimization (SEO):
 Optimize Positive Content: Optimize your website
and create positive, high-quality content. This can
include blog posts, articles, and press releases. By
optimizing positive content, you can push negative
or irrelevant content lower in search engine results.
4. Online Reviews and Testimonials:
 Encourage Positive Reviews: Actively encourage
satisfied customers to leave positive reviews on
review sites, business directories, and social media
platforms. Respond professionally to negative
reviews, addressing concerns and showing a
commitment to resolving issues.
5. Content Marketing:
 Publish High-Quality Content: Create and publish
informative and engaging content regularly. This
can include blog posts, videos, infographics, and
more. High-quality content helps establish your
expertise and authority in your industry.
6. Crisis Management Planning:
 Preparation: Develop a crisis management plan to
address potential issues swiftly. Be prepared to
respond to negative situations, misinformation, or
crises in a timely and transparent manner.
7. Privacy and Security Measures:
 Protect Personal Information: Implement privacy
and security measures to protect personal and
sensitive information. These builds trust with your
audience and helps prevent potential reputation
issues related to data breaches.
8. Consistent Branding:
 Unified Brand Image: Maintain a consistent brand
image across all online platforms. Consistent
branding helps establish a coherent and positive
identity, making it easier for users to recognize and
trust your brand.
9. Customer Feedback and Surveys:
 Proactive Feedback Collection: Actively seek
customer feedback through surveys or feedback
forms. Address concerns and continually strive to
improve your products or services based on
customer input.
10. Influencer Partnerships:
 Positive Associations: Partner with influencers or
brand ambassadors to promote positive
associations with your brand. Influencers can help
amplify positive messages and counteract negative
publicity.
3. E commerce website vs Marketplace
 4. Voice recognition search – importance

Voice recognition search, also known as voice search, is

becoming increasingly important in the digital landscape. This
technology allows users to perform searches and interact
with devices using spoken language instead of typing. The
growing importance of voice recognition search can be
attributed to several factors:
1. Rise of Voice-Activated Devices:
 The proliferation of voice-activated devices such as
smart speakers (e.g., Amazon Echo, Google Home),
smartphones with virtual assistants (e.g., Siri,
Google Assistant), and other IoT devices has
contributed to the popularity of voice search.
2. Convenience and Speed:
 Voice search offers a faster and more convenient
way for users to access information. Speaking is
often quicker than typing, especially on mobile
devices, making voice search an attractive option
for users on the go.
3. Growing Adoption of Mobile Devices:
 As the use of smartphones continues to rise, voice
search becomes a natural interface for mobile
users. Voice recognition technology is integrated
into many mobile devices, allowing users to
perform tasks hands-free.
4. Natural Language Processing (NLP) Improvements:
 Advances in natural language processing have
enhanced the accuracy and understanding of voice
recognition systems. This improvement enables
more conversational and context-aware
interactions with voice-activated devices.
5. Local Search Optimization:
 Voice search is often used for local queries, such as
finding nearby businesses or obtaining directions.
Businesses need to optimize their online presence
for local search to ensure they appear in voice
search results, especially considering the mobile
nature of voice searches.
6. SEO Impact:
 Voice searches tend to be more conversational and
longer in form compared to typed searches. This
has implications for search engine optimization
(SEO), as businesses need to adapt their content to
match the natural language used in voice queries.
7. Changing Search Behaviour:
 Voice search is influencing how people formulate
queries. Users are more likely to phrase voice
searches as questions, and search engines are
adapting to provide more accurate and relevant
answers.
8. Accessibility:
 Voice search enhances accessibility for users with
disabilities or those who may find it challenging to
type. It provides an inclusive way for a broader
range of individuals to interact with technology and
access information.
9. Emergence of Voice Commerce (V-Commerce):
 Voice search is playing a role in the growth of voice
commerce. Users can initiate purchases, make
reservations, or place orders using voice
commands, contributing to the evolution of e-
commerce.
10. Brand Opportunities:
 Voice search presents opportunities for brands to
engage with users through voice-activated devices.
Brands can create voice-optimized content, develop
voice apps, and explore innovative ways to connect
with their audience.
 5. Canonical tag

A canonical tag is an HTML specification in the header area of

a website's source code. It refers to the master page - the
canonical URL - for websites with the same or similar content.
If a canonical URL is correctly marked, search engines will
index this source only, meaning that duplicate content issues
can be avoided.

Canonical URL example

In general, when indicating a canonical
URL, Google recommends absolute URLs, i.e. the entire URL
including the protocol.
The following two URLs have the same content.
https://www.example.com/example.htm
https://www.example.com/examplepage/?session_id=xyz.ht
m
The first one is the standard resource, and the second one is
a session as commonly used by online shops in order to be
able to store user-related data as e.g. items in the shopping
cart.
As the first URL is more important, this should become the
canonical version, and the canonical tag should be integrated
into the head element of the second URL to refer to the first
page.
This will indicate to Google and other search engines that the
first URL is more important and that it should be crawled and
indexed in the SERPs.
In this example, the canonical tag is placed in the metadata of
the second URL and should look like this:
<link rel="canonical"
href="https://www.example.com/examplepage.htm"> />

Canonical Tag importance of SEO

1. Duplicate Content Resolution:

 Preventing Penalties: Search engines aim to deliver
diverse and relevant search results to users.
Duplicate content can confuse search engines,
leading to potential penalties or a dilution of
ranking signals. The canonical tag helps avoid these
issues by specifying the preferred version of a page.
2. Consolidation of Ranking Signals:
 SEO Authority Concentration: By indicating the
canonical version of a page, the canonical tag helps
search engines consolidate ranking signals (such as
link equity and authority) onto a single URL. This
concentration of signals strengthens the SEO
authority of the preferred page.
3. URL Consolidation:
 URL Variation Management: Websites may have
multiple URLs pointing to the same content due to
parameters, tracking tags, or other variations. The
canonical tag helps consolidate these URLs,
preventing the splitting of SEO authority across
different versions of the same content.
4. Enhanced Crawl Efficiency:
 Guiding Crawlers: Search engine crawlers use
canonical tags as a directive to understand the
preferred version of a page. This guidance improves
crawl efficiency, as search engines can prioritize
crawling the canonical version, reducing the
likelihood of wasting resources on crawling
duplicate or less relevant pages.
5. Improved Indexing Decisions:
 Indexing Guidance: The canonical tag provides
search engines with explicit information about
which version of a page should be indexed. This
guidance helps search engines make more informed
decisions about which pages to include in their
index and how to rank them.
6. Cross-Domain Canonicalization:
 Handling Cross-Domain Duplicate Content: For
websites with content accessible on multiple
domains or subdomains, the canonical tag allows
webmasters to specify the preferred version. This is
 particularly useful in preventing duplicate content
issues across different parts of a website or
between www and non-www versions.
7. Dynamic URL Management:
 Dynamic Content Handling: Websites with dynamic
content that generates multiple URLs for the same
content can use canonical tags to manage and
guide search engines to the preferred version. This
is common in e-commerce platforms with various
sorting and filtering options.
8. User Experience Impact:
 Consistent User Experience: From a user
perspective, the canonical tag helps ensure a
consistent experience. Users are directed to the
preferred version of a page, reducing confusion and
enhancing user satisfaction.
 6. Impression and reach in SEO and SEM

Impressions in SEO and SEM:

1. SEO (Search Engine Optimization):
 In SEO, the term "impression" is often associated with
the number of times a webpage appears in the search
engine results pages (SERPs) for a particular query.
 Impressions in SEO represent the instances when a user
sees a link to a website in the search results, regardless
of whether they click on it.
 Monitoring impressions is a part of understanding the
visibility of a website in search engine rankings.
2. SEM (Search Engine Marketing):
 In SEM, impressions refer to the number of times an ad
is displayed on a search engine results page or a website
in the context of paid advertising.
 For example, in a Google Ads campaign, an impression
occurs each time an ad is shown on the search results
page or on a display network website.
 Impressions are a key metric in assessing the visibility
and exposure of online ads.
Reach in SEO and SEM:
1. SEO (Search Engine Optimization):
 In SEO, "reach" is not as commonly used as in SEM.
However, it can be loosely associated with the overall
audience or user base that a website or content can
potentially reach through organic search.
 Reach in SEO is more qualitative and may involve
reaching a diverse audience through effective content,
social sharing, and backlink strategies.
2. SEM (Search Engine Marketing):
 In SEM, reach is often associated with the number of
unique users or devices exposed to a particular ad
campaign during a specified period.
 Reach is a measure of the potential audience size that
sees the ads. It helps advertisers understand how many
people might have come across their ads, regardless of
the number of times each person saw the ad
(impressions).
 7. Pay per click in SEO and SEM

1. Pay Per Click (PPC) in SEM:

a. Definition:
 PPC is a paid advertising model where advertisers pay a
fee each time one of their ads is clicked. It's a way of
buying visits to a website rather than earning those visits
organically.
b. SEM Overview:
 SEM encompasses both paid and organic strategies to
enhance a website's visibility in search engine results.
PPC is the paid component of SEM, and it involves
running ads on search engines like Google, Bing, or
other advertising platforms.
c. How PPC Works:
 Advertisers bid on specific keywords relevant to their
target audience. When users search for those keywords,
the ads appear at the top or bottom of the search
results. Advertisers only pay when users click on their
ads.
d. Benefits:
 Quick Results: PPC campaigns can drive immediate
traffic and results.
 Control and Flexibility: Advertisers have control over
budget, targeting, and ad creatives.
  Measurable ROI: Performance metrics are easily
trackable, providing insights into the effectiveness of
campaigns.

2. SEO in Contrast to PPC:

a. Definition:
 SEO is the practice of optimizing a website to improve its
visibility in organic (non-paid) search engine results.
Unlike PPC, SEO doesn't involve paying for clicks.
b. Organic Nature:
 SEO focuses on optimizing various elements of a
website, including on-page content, technical aspects,
and building high-quality backlinks. The goal is to
improve a site's ranking in search results to attract
organic traffic.
c. Time and Sustainability:
 SEO is a long-term strategy that takes time to see results.
However, once rankings improve, organic traffic is
sustained without ongoing payments per click.
d. Benefits:
 Cost-Efficient Over Time: While it requires upfront
efforts, SEO can be more cost-efficient over the long
term compared to continuous PPC spending.
 Trust and Credibility: Organic search results are often
perceived as more trustworthy by users, contributing to
a site's credibility.
3. Integration of PPC and SEO:
a. Synergy:
 While SEO and PPC operate independently, they can
complement each other. A comprehensive digital
marketing strategy might involve both to maximize
visibility and reach across different channels.
b. Data Sharing:
 Insights from PPC campaigns, such as keyword
performance and conversion data, can inform SEO
strategies. Likewise, successful SEO strategies can guide
PPC keyword targeting.
c. Testing Ground:
 PPC can serve as a testing ground for keywords and ad
copy. High-performing elements in PPC campaigns can
be integrated into SEO strategies.
d. Remarketing:
 PPC often includes remarketing campaigns, allowing
advertisers to target users who visited their site through
organic search. This reinforces brand visibility.
8. Short-tail keyword

Short tail keywords are search terms that are made up of

no more than three words. They refer to very broad topics
rather than specific ones.
For example, “running shoes” is an example of a short tail
keyword while “best running shoes for winter” is an
example of a long tail keyword.

In this example you will notice that the long tail keyword
contains the broad short tail version.
Short tail keywords are often used as a “seed” that you can
use to find several longer variations of search terms. That is
why there are a few alternative names for them, like:
 Focus keywords
 Broad keywords
 Head terms
 Seed keywords
Short tail keywords also tend to have very high search
volume, because they are so broad.
Lots of people search for a given seed keyword to start
their search into a specific topic. While ranking for a short
tail keyword can be difficult, they are also highly valuable
to your business.
9. Benefits/Role of Search Engine Marketing

1. Brand recognition
One of SEM’s most significant advantages is brand
recognition. Your brand will stand out more if you launch
an SEM campaign.
Audiences hear a story from your brand. The narrative
must focus on your target market and how your company
can assist them in resolving their issue.
2. Increased traffic
Increasing website traffic is important if you operate a
website since you must wait impatiently for visitors. If so,
you will find this benefit to be useful amid all the
advantages of search engine advertising.
Naturally, if your internet presence is better, more people
will visit your website. More traffic aids in creating more
leads while also improving brand visibility. You may
increase sales and revenue for your company in this way.
3. Gaining consumers’ attention
It aids in attracting a mobile audience. If your target
audience is looking for a company similar to yours on the
go and if you are running search engine advertisements,
they will likely discover you.
Maintaining your presence within the smartphone market
is important as more people use mobile devices.
Maintaining relevancy to the actions of your audience is
crucial.

4. Quick results
One of the biggest advantages of search engine marketing
is getting quicker results. It must be accessible to people
online in order to attract business.
On the other hand, achieving high organic rankings takes
time. The good news is that you can place first at top of the
paid results right away provided you have the right bid
amount, high keyword quality, and a strong landing page.
5. Easy to manage
Another benefit of SEM is on the list of advantages and is
not too difficult to handle. It’s easy to deal with your
advertisements on search engines thanks to tools like
Google Ads.

All of the options are presented to you in an intuitive

manner. A campaign may easily be started or stopped
whenever you desire. Picking your budget and objectives is
also a very simple process.
If you handle too many initiatives at once, you may even
schedule them. It would be beneficial if you could set aside
some time to learn about this platform first.
10. Page rank in SEO and SEM

PageRank, developed by Google co-founders Larry Page

and Sergey Brin, was an algorithm used by Google to
assess the importance of webpages based on the quantity
and quality of links pointing to them. While PageRank was
a foundational concept in the early days of Google Search,
it's important to note that Google no longer publicly
updates or uses the original PageRank algorithm. As of my
last knowledge update in January 2022, Google has shifted
to more sophisticated algorithms to evaluate and rank
webpages.
Here's a breakdown of the historical significance of
PageRank in SEO and its relevance to SEM:

PageRank in SEO:
1. Link Authority:
 PageRank considered the number and quality of
backlinks as a measure of a webpage's authority.
Pages with more high-quality links were deemed
more authoritative and, therefore, potentially
ranked higher in search results.
2. Link Juice:
 PageRank introduced the concept of "link juice,"
where the authority of a page could be passed to
linked pages. Pages with high PageRank could, in
theory, transfer more authority to the pages they
linked to.
3. Algorithmic Importance:
 In the early years of Google Search, PageRank was a
significant factor in determining the ranking of
webpages. However, Google has continuously
evolved its algorithms, incorporating numerous
other factors to assess page quality, relevance, and
user experience.
PageRank in SEM:
1. Quality Score:
 In the context of SEM, particularly with Google Ads,
the concept of quality score is more relevant.
Quality Score is a metric used by Google Ads to
evaluate the quality and relevance of an
advertiser's keywords, ads, and landing pages.
2. Ad Positioning:
 Quality Score influences the position of ads in the
paid search results. Ads with higher Quality Scores
may achieve better ad positions and lower costs per
click.
3. Ad Rank:
 Ad Rank, another crucial concept in SEM,
determines the order in which ads appear on the
search engine results page. Ad Rank is influenced
by the bid amount, Quality Score, and ad
extensions.
Relevance Today:
1. SEO:
 While the original PageRank algorithm is no longer
publicly updated, the principles of assessing the
quality and relevance of content through links
remain integral to modern SEO. However, the
algorithms have become more sophisticated,
incorporating hundreds of factors beyond links.
2. SEM:
 In SEM, quality and relevance are paramount.
Google Ads uses Quality Score to ensure that ads
are valuable and relevant to users. Advertisers with
higher Quality Scores may achieve better positions
and lower costs.
11. On page optimization

1. Keyword Research:
 Identify relevant keywords related to your content,
products, or services. Use tools to find keywords
with a balance of search volume and relevance.
2. Title Tags:
 Craft unique and compelling title tags for each
page. Include the target keyword near the
beginning and keep the title tag within the
recommended length (usually around 50-60
characters).
3. Meta Descriptions:
 Write compelling meta descriptions that summarize
the content of the page. Include relevant keywords
and aim for a concise, informative description
within the recommended length (around 150-160
characters).
4. Header Tags (H1, H2, H3, etc.):
 Structure your content with header tags to create a
hierarchy. The H1 tag represents the main heading,
and subsequent tags (H2, H3, etc.) break down
subheadings. Use keywords naturally in these tags.
5. URL Structure:
 Create clean and descriptive URLs that reflect the
content of the page. Avoid using unnecessary
parameters or symbols. Include keywords if
possible.
6. Content Quality:
 Produce high-quality, informative, and valuable
content. Ensure that the content satisfies user
intent and provides a solution or information that
users are seeking.
7. Keyword Placement:
 Place target keywords strategically throughout the
content. Include them in the introduction,
headings, and naturally within the body. Avoid
keyword stuffing, and prioritize readability.
8. Image Optimization:
 Optimize images by using descriptive file names
and alt attributes. This not only helps with SEO but
also improves accessibility for users with visual
impairments.
9. Internal Linking:
 Include relevant internal links to other pages within
your website. This helps distribute link equity,
enhances navigation, and encourages users to
explore more content.
10. External Linking:
 Link to reputable external sources when
appropriate. Outbound links can provide additional
context and credibility to your content. Ensure that
links open in a new tab if they direct users away
from your site.
12. Paid search benefits

1. Immediate Visibility:
 With paid search advertising, your ads can appear
prominently in search engine results pages (SERPs)
almost immediately after launching a campaign.
This provides quick visibility for your products or
services.
2. Targeted Advertising:
 PPC platforms allow precise targeting based on
factors such as keywords, location, device,
demographics, and user behaviour. This targeting
capability ensures that your ads reach a highly
relevant audience.
3. Controlled Budget:
 PPC campaigns operate on a pay-per-click model,
where advertisers only pay when users click on
their ads. Advertisers can set daily budgets, bid
amounts, and overall spending limits, providing
control over advertising costs.
4. Measurable Results:
 PPC platforms offer robust analytics and reporting
tools. Advertisers can track various metrics such as
clicks, impressions, conversions, and return on
investment (ROI). This data allows for accurate
measurement of campaign performance.
5. Quick and Flexible Campaign Adjustments:
 Unlike traditional advertising methods, PPC
campaigns can be launched quickly, and
adjustments can be made in real-time. Advertisers
can test different ad creatives, adjust bidding
strategies, and respond to market changes
promptly.
6. Geo-Targeting:
 Advertisers can target specific geographic locations,
allowing for local and regional targeting. This is
particularly valuable for businesses with a physical
presence or those targeting specific markets.
7. Ad Scheduling:
 PPC platforms provide the option to schedule ads
to appear at specific times of the day or days of the
week. This allows advertisers to align their ads with
peak times when their target audience is most
active.
8. Remarketing Opportunities:
 Remarketing or retargeting enables advertisers to
re-engage users who have previously visited their
website but did not convert. This can be an
effective strategy for nurturing leads and
encouraging conversions.
9. Brand Exposure and Recognition:
 Paid search ads contribute to brand visibility, even if
users do not click on the ads. Consistent exposure
helps build brand recognition and reinforces your
presence in the minds of potential customers.
10. Competitive Advantage:
 In highly competitive industries, paid search can
provide a competitive edge by ensuring that your
ads are prominently displayed when users search
for relevant products or services.
13. Importance of keywords research

1. Targeted Traffic:
 Keyword research helps identify the specific terms
and phrases that your target audience is using to
search for products, services, or information. By
optimizing for these keywords, you attract more
targeted and relevant traffic to your website.
2. Search Engine Optimization (SEO):
 Effective keyword research is fundamental to SEO.
By incorporating relevant keywords into your
website's content, meta tags, and other on-page
elements, you increase the likelihood of ranking
higher in search engine results for those terms.
3. Content Optimization:
 Knowing the keywords your audience uses allows
you to create content that aligns with their interests
and search intent. This optimization enhances the
overall quality and relevance of your content.
4. Competitive Analysis:
 Understanding which keywords your competitors
are targeting provides valuable insights. It allows
you to identify gaps in your strategy, discover new
opportunities, and stay competitive within your
industry.
5. PPC Advertising (Pay-Per-Click):
 In paid advertising, such as Google Ads, keyword
research is crucial for building effective campaigns.
Choosing the right keywords ensures that your ads
are displayed to the most relevant audience,
maximizing the return on your advertising
investment.
6. Long-Tail Keywords:
 Keyword research helps uncover long-tail
keywords—more specific and less competitive
phrases. While they may have lower search
volumes, long-tail keywords often result in higher
conversion rates as they better match user intent.
7. User Intent Understanding:
 Keywords reflect user intent. By understanding the
intent behind specific search queries, you can tailor
your content to meet users' needs, whether they
are looking for information, making a purchase, or
seeking local services.
8. Website Architecture and Structure:
 Keyword research influences how you structure
your website. By organizing content around
relevant topics and keywords, you create a logical
and user-friendly site architecture, which can
contribute to better SEO.
9. Local SEO:
 For businesses with a local presence, keyword
research is vital for local SEO. It helps optimize
content for location-specific terms, ensuring that
your business appears in local search results when
users are looking for products or services in their
area.
10. Measurable Results:
 Keyword performance can be measured and
tracked using various analytics tools. By monitoring
the performance of your chosen keywords, you can
assess the effectiveness of your digital marketing
efforts and make data-driven adjustments.
14. Features of advertising copy

 Simple: Advertising copy should be simple and easy for

readers to understand
 Attention-grabbing: Advertising copy should be able to
hold the reader's attention and be suggestive
 Concise: Advertising copy should be focused, concise,
and carefully thought out
 Persuasive: Advertising copy should be enticing and
persuasive, and deliver a clear message
 True to its offering: Advertising copy should be true to
its offering and set realistic expectations
 Accessible: Advertising copy should be easily accessible
across platforms
 Addresses doubt: Effective advertising copy can increase
a company's sales and profits by addressing doubt and
communicating value
 Includes a call to action: Advertising copy should include
a call to action that tells the reader what to think, feel,
or do after experiencing the ad