LSI

LSI that functions as an acronym for 'Latent Semantic Indexing' is defined as a mathematical mechanism that emerged during the later 1980s and serves as an efficient method of information retrieval. The approach used for scanning unstructured data associated with various documents is a particular technique known as 'singular value decomposition,' and thus helps to define the relationships between different types of concepts associated with the data. Thus, the approach is defined as the one that focuses on discovering latent or secret associations between meanings or terms to aid in understanding enhancement, or known as indexing. LSI also helps to understand the essence of the vocabulary used that is limited to the context underlying it. The use of this approach also leads to identifying the different forms of hierarchical categories or sets that help to organize the various concepts and phrases. Initially LSI was used on mostly small sets or groups of different static documents.

With regard to the application of LSI in SEO, it is assumed that the LSI helps in defining and recognizing the various forms of synonyms by the search engines. It follows, therefore, that if a large number of synonyms are used in any text it will allow the search engine to interpret the material in an efficient manner. The search engine 's interpretation of the contents hopefully helps to produce higher ranks for the pages and the target queries.

Content Explorer

The Google Analytics-based report associated with content drilldown ideally reflects the fashion in which visitors' attention is ideally distributed and also wasted in some cases. It also focuses on metrics that measure the degree of viewer interaction based on a navigation route from a page to a directory. It acts as a drill-down exercise in that the user first reaches the directory and then goes digging down for more details to be discovered. The drilldown quality report is primarily used for different purposes which are highlighted as follows:

● It helps in the identification of seldom read or viewed content. 

● It also helps to identify content that doesn't get the attention needed. 

● In addition, information drilldown also helps to detect website marking and even navigation errors. 

● It also helps to highlight material over which, in previous cases, the appeal was not accepted. 

● Again, the process of drilling content often leads to the detection of content that is appropriate to block visitors and web spiders.

Ideally, the content-associated drilldown report helps webmasters evaluate the fashion or user behavior in terms of navigating or drilling down from top web pages or web directories to down pages on the sites concerned.

The Content Drilldown Report essentially contains numerous elements outlined as follows: 

•  Pageviews: In terms of Pageviews the report represents the frequency at which the users accessed or updated the web pages. Another list of Unique Pageviews is given here, too.
• Total time spent on the website: this serves as an important metric in that it allows to explain accurately the amount of time users spent on various sites. A comparison of the times the users spend along the different web pages associated with specific keywords thus contributes to understanding the content relevance of the web pages. Ideally the presence of desirable and appealing material leads both to attracting and maintaining tourists to the websites concerned.
• Bounce rate: The bounce rate defines the degree or bounce rate of users or viewers on the web pages due to the lack of relevant content. Therefore, the presence of a higher bounce rate itself reflects the lack of substantive, quality and appropriate content and thus creates incentives for the same to attract and retain the viewers.
• Percentage exits: The percentage exits factor closely measures the number of visitors leaving the website in a given time. The percentage level of exits accounts primarily because of two different cases. For the first example, where the users are found to have achieved the target or met the target of visiting the website then leaving the website is considered a successful outcome. Nonetheless, in cases where users prefer to leave a particular website from the funnel pages without achieving the consultation targets, the same that reflect on the nature of navigation issues that need to be resolved in an ideal manner.
• $Index: Ultimately, the Dollar Index essentially measures the worth of the web page in terms of calculating and assessing the ability to drive the user base by meeting the individual objectives associated with visiting the web pages and even by performing an e-commerce transaction. Here, interest is calculated in terms of achieving the different objectives or in terms of e-commerce transactions being fulfilled.

In the following illustration the Content Drilldown reflects:

Inverted Pyramid in SEO

Inverted Pyramid as the phrase goes is identified as an effective writing style for news related documents that focuses on documenting the conclusion at the very outset, on the top of the pyramid which is followed by more specific details and information and then it percolates down to reflect further background information associated with the issue. The writers of web contents tend to follow the inverted pyramid style where they first focus on generating summarised contents at the top of the pyramid and thereby generate further details and other background information in a subsequent fashion either on the same page or are essentially linked to other subsidiary pages. The inverted pyramid as a writing style earns demand in that it helps visitors to the site gain a first-hand information in a detailed manner about the event. The bottom of the inverted pyramid essentially focuses on generating answers to specific questions like ‘who is involved/affected?’, ‘what has/had happened?’, ‘when and where the same has happened?’ and also ‘why the event has happened?’ and finally ‘how the event happened?’. The middle part of the pyramid aims to address important or significant details associated to the issue or event and finally the inverted top cone focuses on understanding and evaluating the general or background information pertaining to the event. The aspect of Inverted Pyramid earns significance regards to digital media in that the same helps in effective retention of the user base or the reader of the online documents. In fact, the use of the Inverted Pyramid contributes in helping the users or readers draw potential information while drilling down the different paragraphs of the online content. In that, the use of the inverted pyramid ideally ensures the protection of significant contents from being lost the same is found to be increasingly used in cases of news reporting and also undertaken as a standard procedure associated to press releases. The readers of contents delivered on online platforms like that of digital media are all the more interested in accessing and reading the contents in a faster and easier fashion compared to the accessing of traditional media platforms. Working based on the use of inverted pyramid actively helps the readers in gaining access to quality information at the very starting which in turn helps in satiating one’s quest for knowledge and thereby restrains the individual in switching over to other information providers or platforms. Thus, the application of the inverted pyramid ideally contributes in reducing the switching costs based on carrying out of operations on the digital platform.

 

The incorporation of the Inverted Pyramid gains needed significance especially in regards to meeting the objectives of digital marketing. Herein, the webmaster is required to focus on understanding the behavioural and reading needs of the targeted users and thereby in designing of contents that ideally help in meeting their information needs and expectations. Further, the application of the Inverted Pyramid also contributes in attracting and retaining the users for a longer period in that they need to drill down the inverted triangle for arriving at the background information. Likewise, the inverted pyramid model can also be applied associated to the different paragraphs which would help the users in retrieving salient and relevant information generated along the different paragraphs. Use of different types of headings based on the use of the inverted pyramid model further helps in making the document catchy and attractive for influencing the mind-set of the readers. In the field of SEO, the use of Inverted Pyramid ideally helps the contents for earning of higher page ranks associated to different search engines like Google and Bing. Existence of poorly structured contents thus fails not only to attract the readers but also in retaining such in that they readily switch over to such websites that would help them in gaining of needed information. The longer the time the users tend to stay with a website or any other online content the greater becomes the chances of the website or SEO content pages of earning higher page ranks. Further, the search engines also help in the generation of an inverted pyramid based on effectively studying user behaviour in terms of the links they intend to click associated to different topics or keywords, their length of stay and time of quitting associated to different web pages. Information furnished on the above grounds thus actively contributes in providing quality information regarding designing of the Inverted Pyramid.  

The application of the Inverted Pyramid in development of SEO content also helps in the generation and listing of potential keywords. The incorporation of relevant contents ideally reflects the existence of relevant keywords along the main headings and also along at the inception of the different texts. The use of relevant keywords along the content ideally contributes in attracting the search engine crawlers for highlighting the sites that ideally matches with the keywords generated by the users for carrying out the searches.

POEM

POEM stands as the acronym for paid, owned and earned media that earns association to different types of media pertaining to the dimension of marketing communications. The POEM Model earns significance in that the same contributes in carrying out strategic thinking regarding the planning and development of marketing communication based mix associated to social media platforms. Further, the POEM framework in use ideally helps the digital marketers and also the business leaders understand and plan out the fashion regarding employment and allocation media resources for generating quality results in the long run. POEM as a model bears its origin during 2009 owing to the endeavour of Daniel Goodall based on writing a blog post in Wordpress. The different types of media used under each of the three categories viz. Paid, Owned and Earned are reflected as follows:  

  Paid media is associated to different kinds of online advertisements posted along social media platforms like Facebook, Google+, LinkedIn and likewise, Media buying activities associated with the buying of space for submitting advertisements along online and digital platforms and also activities associated to Email marketing. Such marketing activities are identified as push marketing or outbound marketing in that these marketing activities are forced to be presented before users. The Paid Media platforms are put to use mainly for jumping over to start the use of owned media platforms.  

  Owned media encompasses the different types of media like blogs, social networking profiles like Facebook and LinkedIn that are owned by users which also includes owned websites. Likewise, the different mobile sites, generation of brochures and likewise other collaterals also fall under the purview of owned media. The owned media activities are constituted mainly for retention of earned media. The use of owned media encourages the undertaking of different types of organic and other pull marketing based techniques that are underlined as follows:  

1. Application of an effective technique like Search Engine Optimization or SEO ideally contributes in earning of high page rankings along the different search engine result pages. 

 2. Use of Social Media Optimisation or SMO that encourages the use of social media platforms like Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn for interacting with prospective and targeted customers and also in building of effective social communities along the different networks. It also involves activities like inviting and adding of friends, tagging, rendering of likes and other emotions associated with the posts and other additional comments.  

3. Finally, the Content Marketing or CM platforms are incorporated for submission of effective and high quality contents in a repeated fashion. Some popular examples of such CM platforms are like MensXP and also ScoopWhoop. 

 

  Earned media incorporates the generation of word-of-mouth messages that are evaluated to be cost-free in nature and other types of online media employed by external websites and other external bloggers. The platforms are used for generation of creative and innovative contents such that the same helps in engaging users by both attracting and retaining them for longer periods. The earned media practices can be effectively summarised in terms of carrying out activities associated to conversation, sharing of documents and also in engaging users for viewing the contents rendered in owned media. The publicising of owned media on social media platforms and also in carrying out the user engagement practices ideally contributes in driving down of costs and also in enhancing the effectiveness level. 

The POEM Framework as elucidated above is reflected below in the following illustration: 

The Five Stage AACRO Model used in Digital Marketing

The AACRO Model associated to digital marketing was formulated by Seven Boats. The model generated by Seven Boats is proved to have the potential in helping business institutions generate more number of sales leads, while also contributes as an effective factor for carrying out of branding activities to generate increased ROI (Return on Investment) in terms of the amount invested associated to conducting of brand and marketing campaigns. The AACRO Model stands as the acronym for five different stages that in turn constitute the model viz. Activation, Acquisition, Conversion, Retention and finally Acquisition. The same is reflected as follows:  

The Five Stage AACRO Model potentially reflects the five different stages of digital marketing like Activation that focuses on incorporating tactics for helping in drawing the attention of mass audiences and that too with minimal effort; Acquisition stage essentially focuses on the application of techniques needed for enhancing the involvement of target customers and thereby aims in getting hold of the desired web traffic to the website; Conversion stage of the model essentially aims at converting potential leads into prospective customers that would take interest in purchasing and availing the product or service marketed by the digital firm; Retention stage of the model is more akin in employing of methods for generating greater customer engagement and thereby in building lasting relationships with them so that they feel interested in returning back to the web pages for carrying out future purchases and other transactions and finally the Optimization stage that essentially focuses on the incorporation of tools or Key Performance Indicators (KPIs) that would help in not only measuring the results or outcomes along the different stages but also works in enhancing the performance of the firm.  

The Five Stage AACRO Model has earned considerable amount of demand in the digital marketplace such that it contributes in generating measured results for the different companies. The above process rightly contributes in enhancing the digital marketing based operations in a structured fashion thereby helping in the generation of results that are scalable in nature. Moreover, the AACRO Model earns significance in that the same can be employed by other companies and business agencies for designing of potential campaigns associated to digital marketing coupled with an effective model for reporting. The AACRO Model gains usage regards to companies in that it helps them in earning a reduction in the level of cost overheads associated to resources while on the other hand contributes in the generation of measurable results based on the use of relevant KPIs and also the measure of ROIs regarding the activities initiated. Again, the five stage model gains significance in that it contributes in reducing manpower hours, use of the resource base and chances of emergence of potential errors on a large scale. The implementation of the five level model gains effectiveness in that the same is carried out based along different steps regarding identification of effective strategies, planning of different activities, carrying out the planned execution of the identified strategies and associated activities and thereby in monitoring the progress and outcomes based on set targets and finally in terms of suggesting needed improvements in such (AACRO, 2018).  The AACRO Model is found to be widely used by different industries either in a regular or monthly fashion for carrying out quality brand building activities associated to the digital platform. The model earns considerable demand in the industrial sector in that the same encompasses a series of different steps coupled with different tools and also formulas which in turn makes the system scientific in nature. Moreover, the usage of the AACRO Model ideally contributes in carrying out the digital marketing functions in a systematic and structured fashion such that the standards set by it ideally found applicability along different industries. The automation of the different steps associated to the AACRO Model ideally helps the business institutions in saving considerable amount of cost and time (AACRO, 2018). 

The different tactics involved along the different stages of the AACRO Model are reflected along the following illustrations: 

Understanding Search Engine Optimization

1. Search Engine Optimization (SEO) 

Search Engine Optimization or SEO as it is commonly known is identified as an ongoing practice that helps the users of search engines arrive at end results of their queries. Again, SEO is also identified as a potential investment undertaken by the firm for generating needed returns within an effective period. SEO is also identified as an effective way for carrying out the online promotion of business offerings made by a company and also the company brand. Again, SEO is identified as an effective process for driving sales from the target customers based on generating needed conversions and sales leads 

2. Features of SEO 

Identification of a content as SEO Content requires the same to ideally match some essential features that are outlined as follows: 

● Quality is identified as one of the most significant parameters that is required to mark a content as a SEO content. The generation of quality content not only helps in attracting the mind-set of readers but also helps the web page to earn higher rankings in the search engines like Google and Bing. Customers desire to gain access to quality content that would help them in retrieving salient, reliable and updated information for taking needed decisions.  

● Further, the content written also needs to help the reader retrieve the meaning of it in a highly decipherable fashion such that it leads to clarity of understanding and thereby can be used for future research and information hunting purposes. Use of technical jargon is a must ‘no’ regarding the generation of effective contents. A jargon free content is evaluated to help in both ease of reading and also helps in greater understanding. Google has in its place a set of complex algorithms that help in judging the readability of the content based on a set of scales and other statistical methods. Thus, an effectively readable content helps in gaining a higher page ranking on Google.  

● Another effective feature of a good SEO writing is identified in terms of keyword density. Usage of a keyword in high density happens to affect the quality of the content and thus needs to be strictly avoided by the writer. In fact, stuffing of keywords in content is also not considered by Google as a good feature and this leads to lower page rankings. Keyword density is estimated based on the use of a specific formula that divides the total number of times the keyword is applied in the document by the total number of words in the document and then multiplies the result by 100. This reflects that keyword density is estimated in terms of a percentage that ideally helps in determining and scaling the potential of the SEO document in achieving higher rankings in the search engines. The right amount of keyword density is taken to vary within a range of 1 to 3 percent which is also approved by Google.  

● A good SEO content is identified as such that is reliable and authentic in nature. The contents written in a SEO needs to be totally original and fresh and not copied from some sources. Existence of duplicate or plagiarized content in turn happens to affect the page rankings and thus needs to be strictly avoided by the content writer. If the matter written in the SEO article or document is proved to have been duplicated or plagiarized, either in total or in parts it would tend to attract penalty for the same. A content to be read and recommended thus needs to be original in approach in that the same makes the reader rely on it.  

● Finally, SEO content needs to be proofread in a specific fashion before deciding on to publish the same. Existence of grammatical errors and also other types of syntax errors happens to affect the quality of the content and thus needs to be identified and removed by the writer. Google also works based on specific algorithms that help in the automatic detection of grammatical errors and also wrong spellings. Existence of quantifiable number of errors in turn makes the document unhealthy for which it tends to attract lower page rankings in Google. Again, the existence of large number of errors in the SEO article also happens to affect the readability of the same to the target audience in that they would fail to gain an effective understanding of the central theme and meaning the document tends to convey.

3. Significance of SEO 

SEO activities carried out in-house generate a potential advantage in terms of helping the users gain access to content as and when needed based on the carrying out of relevant searches. The ingraining of SEO based content preparation into the company culture ideally signifies the generation of a set of best practices and thereby in generating guidelines to follow such for content development purposes. Likewise, the preparation of in-house SEO ideally helps in enhancing the accountability of the users regarding the preparation of effective contents. Preparation of in-house SEO is also needed to be carried out in terms of retaining familiarity with the core objectives and values of carrying out the business. The same encourages the preparation of relevant contents. The generation of SEO contents in an in-house fashion promotes greater leverage in implementing the same quickly. Again, the generation of in-house SEO practices is also taken to encourage the existence of a whistle-blower that undertakes the main responsibility of ensuring that the contents prepared ideally match the scope or objectives for which the same is generated. The persons responsible for evaluating the scope of the documents are also encouraged to raise a flag in cases where the same has drifted from its main scope. Finally, the generation of in-house SEO rightly encourages the identification of an SEO expert that can be accessed easily regarding generation and updating of content. Again the acknowledgement of an in-house SEO expert rightly contributes in continually prioritizing on their activities for the generation of effective turnarounds on a timely basis. 

Developing a Digital Plan

The development of a digital marketing plan is essentially required to be based along different steps that are outlined as follows. 

● Carrying out a situational analysis of the company is considered to be the first step that is required to be carried out by the digital marketer for focusing on developing a digital plan. The situational analysis can be carried out based on the employment of SWOT Analysis that acts as an effective strategic tool contributing in understanding the relevant strengths and weaknesses of the company from the internal standpoint and opportunities and threats faced by the company associated with the external environment where it tends to operate.  

● Subsequently the digital marketer having conducted the SWOT Analysis of the company is required to focus on identification of SMART Objectives for the digital marketing endeavour. The SMART Objectives would help in defining the target objectives in terms of specificity, measurability, attainability, degree of relevancy and finally whether the same can be accomplished within a given time framework.  

● The framing of the digital marketing strategy requires the digital marketer to focus on carrying out an effective segmentation of the larger consumer market in terms of consumer demographics and psychographics. The needs, preference patterns and attributes of the customers need to be effectively evaluated by the digital marketer. Following the consumer segmentation, the digital marketer is thereby required in effectively positioning the product or service to the target market. The digital marketer is thereby required to understand the favourable channels of communication preferred by the customers and thereby apply the same in reaching the information to the target audiences. A plethora of different social networking platforms like social media networks, blogs and also electronic mailing channels need to be used in an extensive fashion for reaching the information to a wide range of audiences. Likewise, the digital marketer is also required to focus on the framing of different types of contents that would effectively suit the preference patterns and information needs of the customer with also the different social networking platforms.

● The digital marketer is also required to focus on the development of effective social media based marketing campaigns and electronic marketing campaigns with also carrying out paid advertising activities and CRM (Customer Relationship Management) activities in an integrated fashion for helping in attracting considerable numbers of users and thereby converting them to generate sales leads. Herein, tools associated to marketing automation need to be used by the digital marketer for helping in the automation of the different types of marketing campaigns.  

● Finally, the digital marketer is required to focus on the incorporation of different types of KPIs that would help in measuring and reflecting on the efficacy of the digital marketing endeavours undertaken by the firm. Different types of data visualization tools like dashboards and infographics can be incorporated by the digital marketer that helps in evaluating the effectiveness of the digital marketing campaigns on a real-time basis. Likewise, the Return on Investment or ROI can also be estimated based on the revenue earnings gained associated to the investments generated for carrying out the marketing campaigns.