The first, and perhaps the most important, goal in digital marketing is to get discovered. If you are not found, then nothing else matters.
The key question therefore is how to get discovered?
A property seller for instance, is lost in a vast jungle of hundreds of thousands of properties. His property is discovered when a prospect enters a search query that results in the retrieval of his property page on the SERP. It matters only if the prospect then clicks on the page link and lands on the property page.
Often referred to as the Zero Moment of Truth (ZMOT), this is the key to getting discovered online. It is what search engine optimization is all about.
On page optimization relates to choice of keywords, placing of keywords, keyword density, the regulation of crawlers, site performance, mobile usability and content.
Technical factors too such as site structure, page load speed, and the rate at which search engines can index site, also improve a webpage’s rank.
On-page optimization is covered in detail on the following pages:
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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