snippets from the guide   (Introduction ⇩)

(Introduction ⇧)

Marketers are often building cyber assets — websites, Facebook pages, YouTube brand channels and so on — because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

It is crucially important that before you execute, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.

This guidebook will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.

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Exhibit  Search engine optimization process.

Securing a high rank on search platforms is of such enormous interest that a completely new industry emerged in the early 1990s. Referred to as search engine optimization (SEO), it helps marketers optimize their websites for search.

SEO is the process of boosting the ranking of a site on search result pages. It is of crucial importance because the ranking greatly affects site traffic. Most users do not look beyond the first result page, and the higher a site ranks on this list, the higher the probability the user will visit the site. According to Google 94% of users click on a first page result and 35% click on the top result.

This chapter imparts an understanding of the SEO processes — strategize, optimize and review — outline in the above Exhibit. It explains on page and off page optimization, imparting an understanding of how to increase inbound traffic and how to improve in-site retention.

SEO — Exercise

Evaluate the PropLog property portal or your company’s website in terms of search optimization. Pay attention particularly to the following aspect:

  • What keywords is the site targeting? Consider long and short keywords, synonyms.
  • What is the keyword density? Does it lie within the optimum range?
  • Where do the keywords appear on the web pages? Do the page title, page description, URL, headers, anchors and images (alt) contain important keywords?
  • Do internal linkages direct traffic to the most valuable pages? What additional linkages could help improve the flow?
  • Use Google’s Search Console to track inbound links. What can be done to increase the number and diversity of inbound links?

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