Digital Marketing and Search Engine Optimization

The provided document is a collection of various studies, research papers, and articles related to digital marketing and search engine optimization. It includes topics such as online ad-fraud in search engine advertising campaigns, the power of search engine ranking for tourist destinations, and website structure optimization models based on ant colony system and local search. The document also explores mobile shopper marketing, social media marketing industry reports, and metrics for destination marketing in an era of interactive marketing.

Running head: DIGITAL MARKETING
Topic- Digital Marketing
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Importance of investing in digital marketing capabilities for HMV...........................................2
2. Process of using search Engine Marketing tactics for improving website visibility...................3
2 i) Documenting the step that is undertaken for designing and effective PPC, SEO and online
display and video advertising campaign......................................................................................5
2ii) Identification of the processes through which HVM can target key audience through
search engine marketing..............................................................................................................6
2iii) Demonstration of procedure of attracting customers through content marketing...............7
2iv) Laws and guidelines that need to be taken into consideration with search engine
marketing.....................................................................................................................................8
3. Identify how email and social media marketing is used for attracting, retaining and engaging
new and existing customers for HVM...........................................................................................10
4. Illustrate the procedure that HVM of utilizing website optimization technique for improving
website performance......................................................................................................................12
5. Explanation of measuring the success of HMV digital strategy using analytics.......................14
6. Summarize the key tasks and activities that should be incorporated for effective digital
marketing strategy.........................................................................................................................15
References......................................................................................................................................18

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1. Importance of investing in digital marketing capabilities for HMV
It is identified that it is quite important for HVM to invest in digital marketing
capabilities instead of traditional marketing due to following benefits:
Digital marketing is cost effective: It is identified that by making proper investment on
online paid ads HVM can be able to attract number of audiences (Karimi and Walter 2015).
However, the cost that is needed is still cheaper as compared to traditional marketing.
Results as well as data are properly recorded: It is found that with the help of insight
tools as well as Google analytics that is offered by various channels of social media, an
individual can check campaigns of HVM at any time (Ryan 2016). In addition to this, HVM can
be able to see in real time problems that are associated with the online business and thus one can
adapt very quickly in order to improve the results.
Higher revenue: It is identified that higher conversion rates can be generally generated
with the help of effective digital marketing techniques. Hence, it will be helpful in delivering
loads of profitable benefits for the business in content to higher as well as better revenue.
Brand development: It is found that a proper as well as well maintained website with
proper quality content targeting generally requires adding values to the target that generally helps
in providing significant value for leading number of opportunities (Royle and Laing 2014).With
the help of advertising the brand name can be developed which further enhances brand revenue
growth expectancy.
Compete with large companies: The main importance of digital marketing generally
lies in the fact that it helps the organization to compete with various big organizations. Digital

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marketing generally helps in offering an effective as well as affordable marketing tactics
(Shankar et al. 2016).
Improve outreach: Digital marketing generally takes place online and thus it is
accessible to the global audience. However, traditional marketing is generally limited to a
particular geographic area. With the help of digital marketing, HVM can be able to gain publicity
quickly which will further helpful in enhancing the business prospects (Levy and Gvili 2015).
Real time results: With the help of digital marketing, businessman does not need to wait
for weeks in order to boost the business. The strategies of digital marketing are quite helpful in
increasing the number of visitors which is further helpful in enhancing conversion rates as well
as peak trading times.
2. Process of using search Engine Marketing tactics for improving website
visibility
HVM must utilize search engine marketing tactics for improving website visibility
amongst its various competitors for attracting more customers for the business. The tactics that
must be utilized are as follows:
Make website blog more mobile friendly: If an individual is utilizing WordPress then
it is very much necessary to check the WordPress theme in order to ensure that it is already
mobile friendly that is built with HTML5 (Pan 2015).
Identify keywords that are used by the competitors: It is quite necessary to utilize
proper tools such as Ahrefs, Keywordsspy as well as MOZ research tools for identifying
competitors as well as domain page authority.

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Utilization of more engaging images: In order to enhance the search engine visibility, it
is necessary for HVM to improve the visibility in search engine image results (Yang et al. 2015).
It is very much necessary to utilize relevant images with right title tags, alt texts as well as Meta
descriptions on the pages or blog posts.
Development of app for the business: In order to be more visible in search engine,
HVM must keep itself visible on Google app search result. For this, it is very much necessary to
hire an app developer who will help in developing the business app then it must be uploaded in
Google play.
Enhancing visibility in search engine new results: HVM must reach out new websites
as well as publications in order to write about the business (Xiang et al. 2016). The company
must submit their blog to Google news as well as Yahoo news while blogging about the latest
news and trends in the industry.
Encouraging visitors to share content on social media: It is very much necessary for
HVM to install different types social media sharing plugin on the website and blogs in order to
provide the visitors a way through which the company can be able to share the content across
various social media platforms.
Invest in social media ads: It is very much necessary for HVM to boost the best blog
posts on the social media with ads like twitter ads, facebook ads, and LinkedIn ads to enhance
the virality of the content on social media authority (Jerath, Ma and Park 2014). In addition to
this, it is very much important for HVM to boost the social media visibility of the company.

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2 i) Documenting the step that is undertaken for designing and effective PPC, SEO and
online display and video advertising campaign
The steps that are mainly undertaken in designing effective PPC, SEO, online display as
well as video advertising campaign are as follows:
Goal setting: It is very much necessary to set proper objective for designing PPC, SEO,
online display and video advertising campaign effectively. Proper identification of strategy helps
in planning for the campaign strategy (Dhar 2018).
Selection of platform: It is identified that there are number of platforms that are
available for PPC, SEO, online display as well as video advertising campaign ads like facebook,
yahoo, social media channels and more. It is identified that selection of proper platform
campaign strategy must be selected as per the ad campaign strategy.
Plan targeting: After setting of the campaign goal as well as selection of right platform,
the most important step is to plan the ad target for most of the audience (Edelman and Lai 2016).
There are generally two types of targeting method used and the methods include geo-targeting
method as well as device targeting method.
Keyword research: Key research is considered as a time consuming as well as
continuous activity. In order t utilize keyword research it is necessary to list the core keyword for
designing PPC, SEO, online display as well as video advertising campaign.
Use of effective ad text: Ad text generally helps in playing an important role in the
success of the ads (Mladenow, Novak and Straus 2015). It is identified that it is generally one of
the form of marketing communication which generally advertisers utilizes for promoting service
as well as product on various search platform.

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Add ad extensions: It is identified that ad extensions generally helps in advertising.
Proper utilization of the extensions generally helps in enhancing add in order to reflect additional
information like address, phone number and more.
Ad scheduling: Ad scheduling is considered as one of the important step that helps in
designing PPC, SEO, online display as well as video advertising campaign (Li et al. 2014). It
helps in showing the ad wherever the customer searches online during various business hours.
Monitor competitors: Benchmarking is one of the significant key factors for the
marketing campaign. For this it is very much necessary to keep an eye on various competitors.
The ads must be created different from the competitors.
Installation of tracking code: The tracking code generally helps in utilizing keywords
that are very much profitable and leads to conversions. This generally assists in optimizing bid as
well as improving ROI (Wang, Park and Fesenmaier 2016).
2ii) Identification of the processes through which HVM can target key audience through
search engine marketing
The procedures through which HVM can target the key audience through search engine
marketing are as follows:
SEM grabs the attention of the audience: As per the research, with the utilization of
search engine optimization, HVM can be able to grab the attention of the audience at the right
time.

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Easy to implement: HVM can utilize search engine marketing as it is quite easy as well
as quick. It is identified that utilization of search engine marketing is quite flexible as well as
configurable and can be easily set within few hours thus it attract (Kalyanam et al. 2015).
Measurable: The Search engine marketing of HVM will be successfully helpful in
tracking the depth campaign for optimizing keyword mix. As per the goal, one can be able to
generate advertising as well as marketing channel which helps in making much more educated
decisions.
Raises brand awareness: The HVM can raise brand awareness that further helps in
generating qualified traffic within the website (Smith-Ditizio, Smith and Kendall 2017). The
more the rank of the product is in the search engine, more likely the consumers will visit the
website.
2iii) Demonstration of procedure of attracting customers through content marketing
The procedure of attracting customers with the help of content marketing is provided
below:
Keep the content easy: It is quite problematic if it is difficult to find the content of the
website. It is found that the content that is very much difficult to navigate generally leads a
potential client to leave the website (Jerath, Ma and Park 2014). Therefore, in order to attract the
customers, it is very much necessary to utilize tags as well as categories that are easy.
Creating relevant content for ideal customers: In order to attract customers, it is quite
necessary to spend some time in researching the target market in order to find out the needs of
the customers. By using proper communication with the clients helps in solving this issue.

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Make content sticky: It is very much necessary to have ideal clients for finding as well
as for reading the posts (Pan 2015). It is very much necessary to recommend related reading and
have proper email-subscription offer at the end of each posts.
Utilization of keywords for content marketing: Search engines are quite helpful for
finding out the relative content. The information much have proper keywords in order to make
the procedure of search easy which further helps in attracting customers.
Encourage sharing: It is very much necessary to encourage with the help of social
media in front of various potential customers so that they can get easily attracted (Edelman and
Lai 2016). If the information provided by the customers is captured then HVM can be able to
continue their marketing with more content.
2iv) Laws and guidelines that need to be taken into consideration with search engine
marketing
The laws and guidelines that need to be taken into consideration in context to search
engine marketing:
Avoid hidden links and texts: This is considered as one of the oldest tactic that
generally work as a guideline in context to search engine marketing (Wang, Park and Fesenmaier
2016). It is identified that by trying to hide texts as well as links by matching the color of the font
with the background is generally considered as a way that site owners must stuff their pages with
the keywords that trick the search engines for keeping the visitors to the site from noticing.
Avoid utilization of sneaky redirects: It is identified that it is very much necessary
guideline to avoid sneaky redirects as this practice is generally considered deceptive as it
generally helps in displaying different content to the users.

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Don’t send automated queries: Bugging search engine with various types of automated
messages is mainly indexed as well as updated into effect (Edelman and Lai 2016). As the
response are generally provided from a real human therefore any question related with the SEO
quality guidelines must be get from the Webmaster forum for an answer.
Don’t load pages with irrelevant queries: It is found that if the content of the website is
not changed with the searches a keyword has within a month then it does not helps in improving
the search engine marketing. It is very much useful to keep proper flow within the content that is
quite natural for the readers and it is very much necessary to avoid irrelevant keywords.
Utilizing widget and automated white paper links: Earlier, both widgets as well as
white paper links generally occur automatically when it generally considered as a constant.
However nowadays this can lead to a trigger penalty (Xiang et al. 2016). Furthermore if the user
do it then it is very much necessary to set URL so that the search engine marketing strategy are
helpful in boosting traffic of the website.
Keywords can’t be translated: Keywords are not words and therefore they must not be
translated. Keywords are generally created within the framework as well as rules of a specific
language (Mladenow, Novak and Strauss 2015). It is found that one to one relationship or
connection is present between keywords in various languages.

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3. Identify how email and social media marketing is used for attracting,
retaining and engaging new and existing customers for HVM
It is identified that both email as well as social media marketing is mainly utilized for
attracting, retaining as well as engaging new as well as existing customers for HVM. The
techniques that are used include:
Developing proper technique: HVM utilizes either social media marketing or email
marketing in order to retain, engage new as well as existing customer. These two methods are
very much helpful in improving customer service.
Engaging and responding with customers: Engaging with customers with the help of
numerous communication channels including twitter, facebook and email is useful. It is
identified that one of the easiest way of improving retention of the customers is by adopting a
policy in the company that will never ignore customer engagement (Stelzner 2014). Proper
leveraging tools are quite helpful in improving customer engagement strategies for reaching to a
large number of fans and customers.
Utilizing content marketing: Ramping content marketing not only reach wider
audiences or customers but will also engage as well as retain the existing customers. Content
advertising is one of the massive topics however when it is considered with three different
actionable items then it will help in putting out higher quality of content for improving the
techniques of customer retention (Chaffey 2016).
Giving perks to the loyal customers: It is very much necessary to invite all the services,
fraternities as well as job titles that are considered leveraging in the business. It is identified that

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by setting proper exclusive VIP club takes money as well as time for differentiating competition
and for enhancing loyalty of the customers.
Utilizing target marketing: The email marketing services helps allows utilizing the
information in order to target them with personal as well as optimized marketing campaigns.
Proper utilization of target marketing as advantage is generally helpful.
Improving customer service: There are numerous components that are quite helpful in
improving retention strategy throughout the consumer decision making procedure (Leung, Bai
and Stahura 2015). It is identified that increase customer retention is mainly helpful in creating a
positive customer experience.
It is identified that social media marketing is one of the most effective method that
generally helps in attracting, engaging as well as retaining both new as well as existing
customers. It is mainly referred as the procedure that helps in gaining traffic or attention with the
help of various social media sites (Hudson et al. 2016). It is identified that social media
marketing is quite helpful in providing number of unique advantages that are as follows:
Real time feedback and engagement: Social media marketing helps in engaging and
retaining customers by giving real time feedback. With the help of the social media, the customer
service related issues can be discussed.
Keep your customers up to date: By sending proper promotional events, ads and nab
television help customers for various types of timely announcements. By keeping customers up
to date helps in engaging as well as retaining customers within the organization.

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Building trust: Social media helps in allowing the opportunity to build trust with the
existing customers which often helps in building stronger relationship between various parties.
When it generally occurs, there is greater likelihood of turning the various customers into brand
ambassadors (Crittenden and Crittende 2015).
Stay relevant: Marketers must engage with the customers that are very much relevant
especially in context to the customer service. If any customer faces any type of problem then
they can reflect it with the help of social media.
4. Illustrate the procedure that HVM of utilizing website optimization
technique for improving website performance
Website performance optimization is generally considered something that must be kept 2
techniques for improving website performance in the following ways:
HTTP requests reduction: More HTTP request in the web page means it will help in
making the web page slower while loading (Zennand and Evans 2015). In order to prevent
bottlenecks, the various numbers of individual pages generally reduces including resource
consolidation including smaller files as well as pages. Making fewer requests of HTTP is
considered as one of the most important technique of optimization.
File compression: Web pages are mainly constructed from various types of code files
including HTML and Javascript. As web pages generally grow in complexity, their load times as
well as code files also occur subsequently (Patil, Jadhav and Patil 2015). File compression
generally helps in reducing code files for improving the responsiveness of the site.

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Web caching optimization: Web caching generally helps in reducing server load,
utilization of bandwidth as well as latency. Web caching optimization not only helps in
improving the performance of the website and also assists in saving the time of the server.
Lossy compression: Lossy compression techniques are mainly utilized with audio files
for removing various types of non-essential header information as well as high resolution images
(Kishore and Krishna 2016). These types of changes as well as pixel complexity as well as color
up gradation are very much transparent for the end users that generally do not affect the image
perception.
Image optimization: For improving website performance, original photo upload must be
avoided on the website that is too heavy. It is identified that utilization of tools like Kareken,
JPEGmini etc helps in reducing the image size that generally assists in reducing the image size
while quality remains the same.
Prefetch and Preconnect: It is identified that domain name prefetching is considered as
one of the good situation that is already helpful in resolving domain name before a link is
followed by the user (Singh and Kaur 2014).
PHP7 and HHVM: It is identified that for security patches as well as performance
upgrades, various components of web server must be kept up to date. If one is utilizing PHP and
that is if upgraded to PHP7, then it can be greatly helpful in improving performance as compared
to PHP 5.6.
Web font performance: According to the HTTP archive, most of the websites are
generally utilizing custom fonts. The disadvantage of web fonts add extra HTTP request to
various external sources. For better web performance following recommendations needs to be

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followed including prioritization based on browser, storing local storage as well as selection of
needed styles.
Hotlink protection: Hotlink protection generally refers to restriction of HTTP referrers
for preventing others from embedding assets on other websites (Manhas 2014). Hotlink
protection generally helps in saving bandwidth by restricting other sites from displaying various
types of images.
Enable Gzip Compression: Gzip is considered as a form of compression that helps in
compressing WebPages, CSS as well as JavaScript at the server level before sending them to the
browsers. The site can be checked for compression by utilizing GZIP compression. It is
identified that the website performance optimization is quite easy to implement and they thus it
can make big difference.
5. Explanation of measuring the success of HMV digital strategy using
analytics
The success of HVM digital strategy utilizing analytics can be measured by utilizing
steps that are as follows:
Key metrics for analyzing websites: It is identified that traffic does not necessarily
helps in creating sales and therefore it is very much important to utilize proper tools that are
helpful in identifying the visitors who can be able to engage in bottom line results (Ross, Beath
and Sebastian 2017). In addition to this, it also helps in informing about the interaction of the
users.

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Key metrics for analyzing social media: Social media helps in representing new
phenomenon that is rapidly enhancing. However most of the business owners still haven’t
figured proper utilization of social media for gaining advantage (Nadeem et al. 2018). It is found
that there are number of metrics that must be considered in evaluating various types of
performance however it is very much necessary to select the metrics that are most relevant for
the business in order to determine that the activities of social media are more effective for
making proper improvements.
Selecting analytical technologies: There are number of choices of tools as well as
technologies that are helpful in measuring the performance of both website as well as social
media. Many are even free however paying a relatively inexpensive monthly fee helps in
offering number of analytical options that generally helps in providing greater visibility (D'Cruz
2017). The utilization of tools depends on metrics that are quite important for the marketing plan
so it is needed to select proper technologies that help in offering metrics and delivering various
performance reports.
Evaluating results: It is identified that both website as well as social media analytics are
helpful in generating a lot of data. Some of the data are very much relevant whereas some of the
data are very much distracting (De Haes et al. 2017). It is necessary to select proper metrics inn
order to measure performance and for avoiding short-term information.
6. Summarize the key tasks and activities that should be incorporated for
effective digital marketing strategy
The key tasks and activities that should be incorporated for effective digital marketing
strategy are provided below:

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Setting objectives: It is very much important to define the overall mission as well as
objective of the business properly. It is identified that proper measure of the KPIs are considered
as an effective digital marketing strategy (Ryan 2016). Getting realistic with the KPI is helpful
by analyzing previous digital marketing efforts which will be further helpful in ensuring positive
enhancement of current results while helpful in avoiding too much of expectation.
Analyzing past: It is identified that proper analysis of digital marketing strategy past
history helps in focusing on the best KPI for the business. In order to analyze firstly proper time-
period must be determined for analysis and for that proper Google analytic calendar must be
matched with proper timeframe (Baltes 2015). In addition to this, it is very much necessary to
analyze the competitors marketing strategy for various online activities
Speak the language of the audience: It is very much needed to utilize proper language
that will be understood by the audience. For this it is very much necessary to develop useful
personas. It is quite important to note down all the demographic information about the various
target information (Järvinen and Karjaluoto 2015). Then delve into the emotional desires, goals
as well as aspirations of all the factors that would be helpful in making them tick. While creating
persona it is very much necessary to identify people who will be influenced with the help of the
developed persona which will further act as an influencers in the marketing strategy.
Stick to the budget: Three things are found to be very much important for identifying
budget, various types of digital channel as well as team. It is very much important to take stack
of various resources. In order to identify budget it is very much necessary to define the overall
digital marketing strategy (Royle and Laing 2014). By looking at the historical data that has
worked before as well as by allocating budget each of the specific digital channels will be helpful

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in knowing the budget. In addition to this, in order to know about the people it is quite necessary
to identify the team members involved with the project with their appropriate capability.
Creating plan: It is very much essential to properly measure as well as monitors the
performance of the digital marketing strategy. For this it is necessary to create proper digital
marketing strategy calendar (Taiminen and Karjaluoto 2015). Proper timelines using Google
calendar must be created and it should be shared with various members so that they can edit it
whenever necessary. It is very much necessary to highlight the key campaigns that is created as
well as promoted throughout the year.

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