This textbook explains several issues involved in establishing an effective IMC program. The audience, mostly people with long experience in direct marketing, sat with either amused or annoyed expressions. Variables make it possible to automate certain processes on your site. They also make it easy to change large batches of …

Businesses should always remember that they can't fool search engines. Google prefers organic links built by real people. Bombarding sites with the same anchor text won't help you in any way. Too many hyperlinks can also be problematic, they should always be slightly different to avoid Google thinking your site …

And keyword usage is where on page optimization begins to blend with off page optimization. The goal is to give a great impression to Google that your content is rich and unique. And the common belief is people generally scan and review the first two pages of the SERP. Keyword …

To understand the challenge you face to rank well in your niche, or to steal ideas on how to get started, turn to your competitors. By taking a deep look at the links they've earned, and how they got them, you'll uncover tactics you can replicate, plus get inspiration for …

Generic message strategies help stimulate brand awareness. There are thousands of millions of pages on the web, all ready to present the information on a variety of interesting and amusing topics. The Search Engines are the messengers of the same information at your disposal whenever you need them. Search engines …

Analysing a competitor's recurring backlinks will quickly give you a feel for their regular content promotion strategy, and an invaluable insight into their 'inner circle' of sharers/linkers. 'Duplicate content' on your own website is not necessarily 'copied content' Duplicate content is a normal churn of the web. Advertising agencies …

The source of a link matters a great deal to how much weight it carries in Google's algorithm. Google views your site as authoritative when other sites link back to it. It doesn't want to see a site that is spammy linking back to your site. If you try and …

Another major change in recent SEO is Google's Knowledge Graph, which first emerged around 2012 - this has increased the focus on Schema.org microformatting making content more simply deliverable. Picking the right keywords and phrases is absolutely essential to your digital marketing and search engine optimisation. There's no clear formula …

At the heart of your local SEO campaign will be building the number of listings you have. In other words, the amount of places you can add your business, and get a citation. Often it is assumed that only business directories count, but actually there are number of ways to …