Digital Analytics Report: Search Engine Marketing Analysis

This report provides a comprehensive overview of digital analytics, with a specific focus on search engine marketing (SEM). It begins with an introduction to SEM, its history, and evolution, followed by an exploration of metrics and optimization techniques. The report delves into various search engine marketing methods, including keyword research, and discusses the tools used for search engine optimization (SEO). It outlines the process of SEM, covering strategy development, keyword selection, website optimization, and link building. The report also presents the pros and cons of SEM and highlights keyword research tools. The report emphasizes the importance of understanding SEM to improve website visibility and drive traffic through paid search strategies and organic search optimization. It also covers tools such as Google Keyword Planner, SEMrush, Longtail PRO, DeepCrawl and Woorank to enhance marketing efforts.

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Digital Analytics

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Table of Contents
Introduction...........................................................................................................................................2
History and Evolution............................................................................................................................2
Introduction to Metrics and Optimisations............................................................................................2
Search Engine Marketing Methods and Metrics....................................................................................3
Search Engine Optimization Tools........................................................................................................4
Search Engine Optimization Tools........................................................................................................4
Process of Search Engine Marketing.....................................................................................................4
Pros and Cons of SEM..........................................................................................................................6
Keyword Research Tools.......................................................................................................................7
Conclusions...........................................................................................................................................7
Bibliography...........................................................................................................................................8

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Introduction
Search engine marketing is a method or a technique of internet marketing activities
which involves promoting the activities related to websites who increase their visibility in
searching engine results pages through its paid investments. SEM used to increase the
visibility of websites in all the result pages in search engines. Search engine marketing has an
alternative and referred to as a paid search or pay per click. A search engine gives consumers
to find connectivity with all its relatable information’s that is available via internet
environment. From the perspectives, search engines marketing enable them to put advertising
on search engines to target customers (Search Engine Marketing, 2019).
Search engines have an important and vital tool for travel planners. All the
information should be considered with increasing more number of researches to the
consumers. The majority of new people build to develop the main performing of query on
various search engines. In search engine marketing, the researchers consume exactly with the
right timing to optimize when they provide with such new information’s. With the industry in
organic search and search engine optimizations are paid with different amounts and exclusive
to pay with search advertising. SEO and pay per click are effective tools and also called paid
placement (Rouse, 2019). The report focuses on the concept of how a search engine
optimizes with metrics and optimizations.
History and Evolution
The effective team of search engine marketing is the most popular in 2001 and it is
the biggest umbrella in act of huge marketing websites via different and effective search
engines, it improves the rank of particular websites which are mostly searched by different
person. According to the definition, it is a term that states to paid search and SEO. It depends
upon the rise and complications of engine optimization with its specialty and complications
of marketing tactic from paid searches. It is unclear with a shift from search engine
marketing, that SEM was misused with credible sources like Wikipedia (Pitts, 2019).
Introduction to Metrics and Optimisations
A search engine uses high standards of algorithms which ensure most and upcoming
results in return of search that include locations and other information’s. SEM is being
considered as the most efficient in marketing dollars. The two primary searches network
those SEM professionals targets are Bing Ads and Google Adwords. These two different will

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enhance the working of each task to enhance the networks where optimizations are more
used. Google Adwords is one of the biggest and larger networks and the pricing is often
lower on Bing Ads. There is the use of quality score, click through rates and different
conversion rates in the search engine marketing.
A marketer may be able to get better and best rank with its competitive keyword that
phrases for less than they get on Google websites. Some report shows that the click-through
rates are going high as well. Another aspect of this marketing is the development of website
architectures in the formations. These both are benefitted from different web pages that
appear to be easiest for search bots with the scanning process that include logical linking to
different websites (PERFORMANCE TRACKING METRICS, 2018).
Search Engine Marketing Methods and Metrics
It is a vital form of search engine marketing that involves with promotion of various
websites in searching result pages with paid advertising. There are various categories of
different methods to optimize websites through optimization of search engines. Some of the
five categories are discussed below (Murray, 2018).
 Keyword Research is the first and foremost method that ensures that sites can be
mostly indexed in different engines that find the most suitable keywords in the sites
and the products. Search perception identified the impact of special brand on
perceptions of the consumer that include a title and site indexing and focus keyword.
 Website saturations are the number of pages on the sites that are mostly indexed by
search engines. Most of the search tools and engines form the links with popularity in
all its ranking algorithms. There are various tools in measuring large aspects of
saturation and link with the popularities.
 Back end tools include HTML validators that provide huge and analytical data with
its visits and allow success in measuring websites. They effective range from tools
that work with different log files which are more sophisticated tools based on tagging
of a concerned page. The three tools by EBSCO are logging file analysing tool Web
trends by NetIQ; Tag-based analytical tool: Website story Hitbox; and transactional-
based tools.
 Whois tools examine and result in revealing the real owners of websites that provide
valuable information which is related to trademark issues and copyrights.

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 Google Mobile-Friendly checker websites use as a test analyser in URL and report if
the page has a design in mobile-friendly behavior (Search Engine Marketing, 2019).
Search Engine Optimization Tools
SEO includes boosting websites with appearances in different search engines. The SEO
marketer does not pay in regards to it and websites must focus on excellent content with lots
of inbound links from different respectable websites. The different tools of search engine
marketing include search engine optimizations that expose by targeting and driving of web
ultimate delivered sales in increasing form. Many of the results come with organic or unpaid
research. Social media marketing is another tool that has a wide focus on reputation
enhancement, building services with their customers via all its social networks like YouTube
or LinkedIn. Social networks are mostly building with forms which are visited by the
collective total number with billions of people (Behl, 2017).
 There is one more effective method that tells about paid searches, for example when
paid searches include sponsored links, sidebar ads or banners which are generated on
organic search results.
 The consultants expands the offerings to learn about the opportunities in the
advertising that are offered by search engines and focus primarily on marketing and
with these, there is a search engine emerged.
 Google Keyword Planner, SEMrush, Longtail PRO, DeepCrawl and Woorank are the
effective tools of search engine optimization which are used by many different
companies for smoother growth (Clark, 2019).
Process of Search Engine Marketing
Search engine marketing is all about getting in front of all the customers at each
moment with the search for your products on Google and different search engines. There are
seven stages which are founded in easy operating of search engines and make it more
effective in search results (Hollingsworth, 2019).

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Source: (SEM Planning Elements, 2018).
 Define an effective strategy that drives into search marketing without a coherent
strategy. Get off on the right foot to choose effective words by thoroughly defines a
target audience and identification of needs and motivations as products can serve
these needs. The strategically framework will form the foundation of your campaign
and put the person on the right path to get success.
 Choosing the best use of keyword phrases is a best and suited critical step in search
engine marketing and it tells about the word should be used for search engines by
different companies. When choosing the suitable keywords, company’s uses target
customers throughout with the perception of a buyer’s journey.
 There is an optimization of the most important keywords with the formation of
website content to take advantages of important phrases. The search engine enhancing
the underlying code of the website when there are several visits on the websites. Pay
more attention to media descriptions and shown in the results with the below link and
provide the opportunity to bring visitors in the websites (Tiwari, 2019).

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 There is a submission in the websites for indexing that ensures pages of websites are
completely indexed with search engines in Yahoo or Bing. There is speedier in the
context of using other engines and submit in the website to the DMOZ.org which is an
open directory project.
 The next step in search engine marketing is to add quality links to the websites for a
better experience. There should be more website content links with the most popular
websites in Google and search engines. The companies use the best content in
sharing a strong link to access the websites.
 There is bid on the most important keywords and they do not pick them on a
popularity basis. The company needs to make sure that the products offered are
interesting to potential customers. Various companies use SEO solutions in their
professional services, renovations, medical practices, real estate, and restaurants.
Some of the companies who use these are Straight North, Social SEO, Boostability,
Victorious, and Outer Box (8 Industries That Benefit The Most From SEO, 2016).
 The final step comprises measuring the success of the advertisements’ with checking
how well the performance measure in the past. This monitors the positions regularly
in search of results. In the final step, there is an identification of the problems and
better-planned strategies to be formed in the future course of actions.
Pros and Cons of SEM
There are different pros of search engine marketing as people are more focussed on
searching for their different types of products on the search engines. The people who visit
various websites are investing their precious time and they are real dealers. SEO presences
have a strong point and can be more towards gaining more search referrals from the search
engines. SEO tools measure the different progress of websites with traffic signals and
rankings. There is providing offline sales to all its customers and online services also (Pros
and Cons of Search Engine Marketing, 2012).
With these advantages, there are some disadvantages of search engine marketing as it
took a very long period of time to produce the effect desired results from its SEO efforts. This
needs lots of investment and there are no assurances for work that it will be run for a long
period. SEO software tool sometimes may increase the ratings of the website quickly, but it
may deal with malicious activities. Search engines change from time to time and develop
algorithms with nothing permanent success to achieve and with this, there is a need for

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strategically planning (The Advantages and Disadvantages of Search Engine Marketing,
2019).
Keyword Research Tools
It is a practice which is used by SEO professionals that research alternatives which are
searched by people in research alternatives while looking into similar projects. Search engine
optimizations use to achieve better rankings in search engines. There is expanding to find
similar keywords and it aids the process like Google Ads Keyword Planner by looking into a
suggestion of Google. The main objective of keyword research is good precision and recalls
the larger number of terms that are most relevant with the given input keyword (Raso, 2016).
Let’s look at this example, the competitive keyword on search engine with Google is
stated as to when typed - Money Formations. This word complies with 85,300,456 results in
millions of websites that are competing for that keyword. They start with founding all the
word combinations that are relevant to this particular word. The word can be easily accessed
where it can be more competitive on a larger scale and can be easier to rank for. Google uses
a tool that can be accessed by anyone if they search in their updates on the Google keyword
planner with the changes in its policies. There are various limitations of Google Ads
Keyword planner as it hides long data of keywords that are made for Google ads but not with
SEO purposes.
Conclusions
The report focuses on the introduction of search engine marketing and its wide
practices that involves different metrics and optimization. This used to increase in visibility
of the websites that are associated with result pages in search engines. The effective use of
different methods helps in finding relevant data which is used in websites. There are different
tools also of SEM that include metrics and engine optimizations which are exposed by
targeting and reached to increased sales. The effective process tells about how a big company
makes their process easier by using search engine marketing tools. There are associated
advantages and disadvantages of search engine marketing that are discussed and this finally
leads to use in larger companies.

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Bibliography
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