DIGITAL MARKETING

SEO CHECKLIST
 URL: Your target search phrase is included in the page URL
 Title page: Your HTML title copy includes your search phrase and is less
than 70 characters
 Meta Description Tag: Your page includes a meta description that includes
your search phrase and is no longer than 160 characters
 Image alt text: The image alt text includes your search phrase
 Links from copy: Your page includes relevant links to other pages on your
site
SEO FUNNEL
SEO FUNNEL
SEO FUNNEL
SEO CHECKLIST
THE SCIENCE OF SEO
HOW SEM WORKS
 ADWORDS

1. Search Campaigns (Show up when people search for what you offer)
2. Display Campaigns (Capture Attention with Banner ads and images)
3. Video Campaigns (Bring your business story to life with video)
4. Shopping Campaigns (Show off your online and local inventory)
5. App Campaigns (Promote your App to the right people)
EXAMPLES OF SEARCH ADS IN A SEARCH ENGINE
DISPLAY ADVERTISING INDUSTRY LANDSCAPE
REAL-TIME BIDDING PROCESS
THE ROLE OF DIGITAL CHANNELS IN A
SAMPLE PURCHASING DECISION
ATTRIBUTION MODELS
YOUTUBE ADVERTISING