S.

no Title
1. Traditional vs Digital Marketing
2. Types of Digital Marketing
3. Search Engine Optimization (SEO)
4. Sematic Elements
5. Meta Tags
6. Slug
7. Canonical tag
8. SERPs
9. Crawling
10. Backlink
11. Keywords
12. Robots.txt
13. Sitemap
14. Alt tag
15. Schema.org
16. URL
17. HTTP VS HTTPS
18. SSL Certificate
19. Lighthouse for SEO
20. PWA
21. Meta tag for social media
22. Google AdSense
23. Google Business page
24. Google AdSense vs Ads
25. Google Analytics
26. Google Search Console (GEO)
27. Facebook pixel
28. Affiliate Marketing
29. Google Ad Mob
30. Influence Marketing vs Affiliate Marketing
31. In App purchase
32. Google search latest algorithm
33. Marketing funnel

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DIGITAL MARKETING

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Traditional Marketing vs Digital Marketing

Marketing is one of the most important aspects of any business because it

helps attract customers' attention. One of the most significant differences between
modern marketing and traditional marketing is the communication model.

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Traditional marketing relies on one-way communication, whereas modern
marketing emphasizes two-way communication. Traditional marketing is often
broad and general, while modern marketing is more targeted and specific.

Another difference is the cost. Finally, there is a difference in the return on

investment (ROI) between the two marketing techniques.

Traditional marketing techniques can be difficult to track, and it can be challenging

to determine the effectiveness of a campaign.

In contrast, modern marketing techniques allow businesses to track their campaigns'

effectiveness in real-time, making it easier to adjust campaigns as needed and
achieve a higher ROI.

Modern marketing, also known as digital marketing, emerged with the advent of the
internet and the rise of digital technology.

It involves using digital channels to reach potential customers, such as social media
platforms, search engine optimization (SEO), pay-per-click (PPC) advertising, email
marketing, and content marketing.

Modern marketing techniques focus on a two-way communication model, enabling

businesses to interact with customers and tailor their advertising campaigns to
specific audiences.

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What is Traditional Marketing?

Traditional marketing is a marketing strategy that promotes products and services

using traditional advertising channels such as newspapers, magazines, billboards,
posters, text messaging, television, radio, and so on to reach and engage target
customers.

As a result, traditional marketing focuses heavily on mass media to reach out to

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potential customers and persuade them to make a purchase. Traditional marketing is
a less productive and more costly marketing method. Another significant drawback
of traditional marketing is that it is geographically constrained. However, due to its
age, conventional marketing may be more effective in brand creation.

What is Digital Marketing?

Digital marketing is a modern marketing approach used by firms to promote their

products and services to improve sales. Digital marketing entails the use of digital
advertising channels such as search engines, social media platforms, video
marketing, email marketing, influencer marketing, affiliate marketing, and so on.
Digital marketing is more effective in reaching and engaging target audiences
because it allows firms to send personalized messages and adverts based on their
interests and behaviors. It also enables real-time monitoring of their effectiveness. It
is also a less expensive method of increasing sales.

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Digital marketing is any type of marketing that occurs via digital channels such as
the internet, email, or mobile devices. It has grown in popularity in recent years
because of the proliferation of digital gadgets and the advent of internet networking.

Which Type of Marketing Should We Choose?

Digital marketing is often less expensive and more targeted, although
traditional marketing can reach a bigger audience more effectively. When
determining which sort of marketing to use, keep your budget and target market in
mind. Finally, the ideal sort of marketing is the one that best suits your company and
its objectives.

Types of Digital Marketing

There are many types of digital marketing that you can leverage to increase your
audience reach. Using multiple digital marketing channels can help you create a
well-rounded strategy that will yield the best results.

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To help you determine which digital marketing strategies may work best for your
business, here are six of the most effective types of digital marketing:

1. What is the most effective type of digital marketing?

The most effective type of digital marketing varies depending on the business and
its target audience, but content marketing, including high-quality blog posts, videos,
and social media engagement, often yields strong results.

2. How can small businesses benefit from digital marketing?

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Small businesses can benefit from digital marketing by increasing their online
visibility, reaching a wider audience, and targeting specific demographics with cost-
effective strategies like SEO, social media advertising, and email marketing.

3. How do you measure the success of a digital marketing campaign?

The success of a digital marketing campaign can be measured through key
performance indicators (KPIs) such as website traffic, conversion rates, click-
through rates, and return on investment (ROI).

4. What are the common challenges in digital marketing?

Common challenges in digital marketing include staying up to date with rapidly
changing trends and algorithms, achieving a positive ROI, managing online
reputation and customer reviews, and navigating data privacy and compliance
regulations.

Search Engine Optimization (SEO)

Introduction:

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 SEO (search engine optimization) involves enhancing a website's
performance, user experience, and authority to achieve better visibility in search
engines like Google. The goal of SEO is to attain higher rankings in organic (unpaid)
search results, rather than in paid or sponsored listings.
Purpose:
• Higher ranking for SEO.
• Create a large target audience.
• Quality and quantity of traffic of website for long term activity.
• User Experience.
Working:
1. SEO utilizes things like keywords, internal and external links, and optimized
content to help search engines find content and rank websites higher on search
engine results pages (SERPs).

2. Search engines populate both organic and paid results based on dynamic
algorithms that crawl the internet looking for the most relevant results to the query.

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What is an SEO strategy?
An SEO strategy is made up of tactics that optimize your website so you can rank
higher in search results. Ranking higher in search results enables you to drive more
organic traffic to your page, which results in more leads and conversions.

Your SEO strategy consists of three types of SEO:

On-page SEO: On-page SEO focuses on optimizations you can do on your site.
These optimizations include tactics like integrating keywords and optimizing for
user-friendliness. You make changes to your pages that help improve your site’s
ranking in the search results.

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Off-page SEO: Off-page SEO focuses on factors that are off your site, and you can’t
control, but influence your site’s ranking in the search results. The most significant
off-page SEO factor is backlinks. Backlinks help improve your site’s credibility and
drive traffic, which can help you improve your ranking.

Technical SEO: Technical SEO involves optimizing the backend of your site to
help you perform better in search results. The most common tactic associated with
technical SEO is page speed optimization. Improving the backend of your website
provides a better user experience, which keeps leads on your page longer and
increases ranking.

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 SEMANTIC ELEMENTS

A semantic element clearly describes its meaning to both the browser and the
developer. Examples of non-semantic elements: <div> and <span> - Tells nothing
about its content. Examples of semantic elements: <form>, <table>, and <article> -
Clearly defines its content. HTML was originally created as a markup language to
describe documents on the early internet. As the internet grew and was adopted by
more people, its needs changed.

Where the internet was originally intended for sharing scientific documents, now
people want to share other things as well. Very quickly, people started wanting to
make the web look nicer.

Because the web was not initially built to be designed, programmers used different
hacks to get things laid out in different ways. Rather than using the
<table></table> to describe information using a table, programmers would use
them to position other elements on a page.

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A semantic element clearly describes its meaning to both the browser and the
developer.

1. Examples of non-semantic elements: <div> and <span> - Tells nothing about

its content.
2. Examples of semantic elements: <form>, <table>, and <article> - Clearly
defines its content.
3. A webpage that implements semantic HTML effectively can enjoy numerous
SEO benefits. Some of the advantages of a perfect semantic HTML page
include:
4. Enhanced visibility in search engine results, as search engines can better
understand and interpret the content hierarchy, relevance, and semantic
meaning of a webpage.
5. Improved search engine ranking, as semantic HTML tags contribute to a
webpage's ranking factor, indicating the importance and quality of the content
to search engines.
6. Improved indexing, as search engine bots can accurately crawl, index, and
categorize web content, leading to better visibility and ranking in search
results.
7. Enhanced web accessibility, as semantic HTML provides the necessary
structure and markup for assistive technologies, allowing users with
disabilities to access and navigate web content easily.

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 8. Improved snippet in search engine results, as semantic HTML tags can
influence the text snippet that appears below the page title in search engine
results, improving the visibility and relevance of the page.
9. semantic HTML plays a crucial role in optimizing your website for SEO. By
using semantic HTML elements, you provide clear and meaningful structure
to your content, making it easier for search engines to understand and index
your pages.

META TAG
The <meta> tag defines metadata about an HTML document. Metadata is data
(information) about data.

<meta> tags always go inside the <head> element, and are typically used to specify
character set, page description, keywords, author of the document, and viewport
settings.

Metadata will not be displayed on the page but is machine parable.

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Meta tags are snippets of code that tell search engines important information about
your web page, such as how they should display it in search results. They also tell
web browsers how to display it to visitors.

Every web page has meta tags, but they’re only visible in the HTML code.

The six most important meta tags for SEO:

• Meta title
• Meta description

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• Meta robots

• Meta charset
• Meta viewport

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Refer the link for further details:

https://ahrefs.com/blog/seo-meta-tags/#meta-description

SLUG
An SEO slug is a URL component that designates a particular website page or post.
It’s the portion of the URL following the domain name and subdirectories. It gives
a concise overview of the page’s information for people and search engines to
understand its content.

How is a URL slug important for SEO?

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 A URL slug is essential for SEO since it allows search engines to understand
your page’s subject matter. You can tell search engines that your website is suitable
for visitors searching for that specific topic by using relevant keywords in the URL
slug. This approach can improve your site’s rankings and increase organic visitors.

How to optimize an SEO slug?

As we stated earlier, tweaking your SEO slug is essential for raising your website’s
traffic and search engine rankings. Following our guidance, you can develop a brief,
pertinent slug that includes your primary keyword without being spammy or
crammed with other phrases.
Here’s how to optimize an SEO slug in six simple steps:
• Keep it relevant to the content on the page.
• Use lowercase letters only.
• Add hyphens to separate words within the slug.
• Shoot for 3-5 words.
• Include your primary keyword or phrase, but avoid keyword stuffing
• Remove any stop words such as “and,” “the,” or “of”.

CONONICAL TAG
A canonical tag is an HTML specification in the header area of a website's source
code. It refers to the master page - the canonical URL - for websites with the same
or similar content. If a canonical URL is correctly marked, search engines will index
this source only, meaning that duplicate content issues can be avoided.

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Canonical URL example

In general, when indicating a canonical URL, Google recommends absolute URLs,

i.e. the entire URL including the protocol.

The following two URLs have the same content.

https://www.example.com/example.htmhttps://www.example.com/examplepage/?s
ession_id=xyz.htm

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The first one is the standard resource, and the second one is a session commonly
used by online shops to be able to store user-related data such as e.g. items in the
shopping cart.

As the first URL is more important, this should become the canonical version, and
the canonical tag should be integrated into the head element of the second URL to
refer to the first page.

This will indicate to Google and other search engines that the first URL is more
important and that it should be crawled and indexed in the SERPs.

In this example, the canonical tag is placed in the metadata of the second URL and
should look like this:

<link rel="canonical" href="https://www.example.com/examplepage.htm"> />

When to use a canonical tag?

It's important to use a canonical tag when the same or very similar content exists on
more than one URL. Here are some common use cases for canonical tags:

• The homepage can be reached from different URLs (for example

www.domain.com, domain.com, www.domain.com/index.html, and so on)
• Pages can be reached with and without Trailing Slashes (“/”) and with case
sensitivity
• Because of URL rewriting, the server only pays attention to one ID and admits
variations of the address
• IDs (as Session-IDs or product filters) are used that don’t change the content
• Content is presented in different versions (e.g. print version, PDF, etc.)
• There are HTTPS variants of the site
• The URL is still available under an HTTP version without SSL encryption
• Additional content is published on other, external websites.

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Canonical tag Importance for SEO:

Canonical tags tell search engines that there is a standard resource, or more relevant
page, helping to resolve issues with similar or duplicate content.

Duplicate content has a negative impact on SEO and can be detected using a
duplicate content checker or by running a crawl with free crawling technology .

SERPs
What Are SERPs?
• A SERP or Search Engine Results Page, is the web page presented to a user
when they search a query into a search engine. Every SERP is unique, based
on the searcher’s location, their browsing history, and their settings.

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 • Search Engine Results Pages (also known as “SERPs” or “SERP”) are
Google’s response to a user’s search query. SERPs tend to include organic
search results, paid Google Ads results, Featured Snippets, Knowledge
Graphs and video results.

Why Are SERPs Important for Search Engine Optimization (SEO) ?

• SERPs are important because results are indexed based on ranking signals
which determine where a website appears on the results page.
• Ranking poorly on SERPs means less exposure, less clicks, less traffic and
less revenue. This is why websites put so much effort is put into SEO.

Types of SERPS:
SERPs contain two main types of content, organic and Inorganic.

1. Organic SERP
2. Inorganic SERP

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1. Organic SERP:
Organic SERPs are pages presented to a user based off Google’s algorithm. Websites
use SEO (Search Engine Optimization) techniques, to improve their ranking in
SERPS.
Organic Search Results
The organic results are determined by Google’s complex algorithm (which has 200+
ranking signals).
Even though Google’s algorithm is top secret, they have public ly confirmed a few
key ranking factors, including:
• Off-page SEO signals (The number of websites linking to a specific page.
Also known as “backlinks”)
• On-page SEO signals (the keywords you use on your page)
• Site loading speed
• Brand presence and trust signals

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A standard organic search result snippet includes:
• Page title (title tag)
• Page URL
• Meta description
• URL
• Favicon/Logo/Icon.
• Title
2. Inorganic SERP:
Inorganic SERP is otherwise called Paid SERPS which are paid for by advertisers,
and usually appear at the top of SERPs. While previously these types of SERPs were
primarily text-based, now they can come with images attached too. Paid results are
also a SERP feature.

Why SERPs Are Important to SEO?

Search engine results pages (SERPs) are pages search engines show in response to
users’ queries. Featuring at the top of SERPs can be a huge win for your SEO efforts.
Not only does it increase your site’s visibility but it can also improve ranking and
help you get higher returns on investment in your digital marketing campaigns. In
this article, we’ll highlight several SERP variations and Reasons Why SERPs Are
Important to SEO, read about SEO for law firms and more SERP importance.
1. Increases Traffic
2. Improves Crawling
3. Builds Credibility
4. Increases User Contact Points
5. Improves Domain Authority and Backlinks

Crawling
Search engines have bots called crawlers that visit sites frequently to check
their content. When you query Google with a search term, the search engine’s
algorithms infer your intent and return results that best match your query. According

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to SEO Manchester, a whole host of new Google updates including the most recent
Page Experience Update mean that websites with a positive on-site experience that
are easy for search bots to crawl are more likely to receive preferential treatment in
the SERPs. If you have high-quality content that’s relevant to your audience,
crawlers rank your site higher for those items, which can increase your traffic over
time. Therefore, SERPs Are Important to SEO.

Backlinks
Backlinks are links on websites other than your own that go back to a page on your
website. Backlinks are also called inbound links because they represent another
website's traffic coming to your own site. The quality and quantity of your backlinks
can help you rank higher in search engines such as Google and Bing.

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Backlinks are considered an indicator of how popular your website is with users.
Implementing, managing, and analyzing the performance of backlinks is an
important aspect of search engine optimization (SEO) and SEO strategies.
To increase organic traffic and get noticed by search engines, you must invest in on-
page and off-page SEO. On-page optimization is a process of creating content that
helps search engines (and users) understand what your website is about. Off-site
optimization is about demonstrating to search engines that your content offers value
to third parties. And the most important value statement is a backlink.

Why Backlinks Are Important for SEO?

Backlinks are important for SEO because Google views some backlinks like
recommendations. Generally, the more backlinks a page or site has, the more
trustworthy it’s perceived to be.

Especially if those backlinks come from authoritative sources.

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How to Get Backlinks to Your Website?

Getting backlinks from reputable websites to your site is essential for an effective
SEO campaign. It helps drive organic traffic and build brand awareness.

There are several ways to get high-quality to your site, each aiming to increase
referral traffic, search engine rankings, and visibility.

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 Keyword
SEO keywords: are single words or short phrases that represent the search queries
that people use in a search engine. Website owners or marketers select keywords and
use them to guide content creation and optimize their webpages as part of their SEO
strategy.
When you align your content creation and optimization with the words, topics,
products, and services your target audience is looking for, you have a better chance
of showing up in the search results.
One reason keyword optimization is important is that using keywords properly helps
communicate to the search engines what a webpage is about. And that can improve
the chances that a search engine will find a webpage relevant to a particular query.

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3 types of keywords by length
1. Short-tail keywords
2. Mid-tail keywords
3. Long-tail keywords
Short-tail keywords

Short-tail keywords are 1-2 words long. They usually represent a broad topic without
much context on what information searchers are looking for within that topic.
Mid-tail keywords
Mid-tail keywords are 3-4 words long and slightly more specific than short tail.
Continuing our real estate example, a phrase like “residential real estate” would
narrow down the search results somewhat. Instead of general real estate news or
residential and commercial properties for sale, the results would show only
residential real estate-related results.

Long-tail keywords

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Finally, long-tail keywords are 5-8 words long and much more specific about the
intent of a searcher. For example, compared to simply “real estate,” the phrase “how
to become a real estate agent” is a lot clearer about what information a searcher wants.

3 types of keywords by role

• Focus keywords
• Secondary keywords
• Semantic keywords
4 types of keywords by search intent
• Informational keywords
• Commercial intent keywords
• Transactional keywords
• Navigational keywords

robots.txt
A robots.txt file tells search engine crawlers which URLs the crawler can access on

your site. This is used mainly to avoid overloading your site with requests; it is not

a mechanism for keeping a web page out of Google. To keep a web page out of

Google, block indexing with noindex or password-protect the page.

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Understand the limitations of a robots.txt file

• robots.txt rules may not be supported by all search engines.

The instructions in robots.txt files cannot enforce crawler behavior to your
site; it's up to the crawler to obey them. While Googlebot and other
respectable web crawlers obey the instructions in a robots.txt file, other
crawlers might not. Therefore, if you want to keep information secure from
web crawlers, it's better to use other blocking methods, such as password-
protecting private files on your server.
• Different crawlers interpret syntax differently.
Although respectable web crawlers follow the rules in a robots.txt file, each
crawler might interpret the rules differently. You should know the proper
syntax for addressing different web crawlers as some might not understand
certain instructions.
• A page that's disallowed in robots.txt can still be indexed if linked to from
other sites.
While Google won't crawl or index the content blocked by a robots.txt file,
we might still find and index a disallowed URL if it is linked from other places
on the web. As a result, the URL address and, potentially, other publicly
available information such as anchor text in links to the page can still appear
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 in Google search results. To properly prevent your URL from appearing in
Google search results, password-protect the files on your server, use the
noindex meta tag or response header, or remove the page entirely.

Syntax

Valid robots.txt lines consist of a field, a colon, and a value. Spaces are optional but
recommended to improve readability. Space at the beginning and at the end of the
line is ignored. To include comments, precede your comment with the # character.

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Keep in mind that everything after the # character will be ignored. The general
format is <field>:<value><#optional comment>.

Google supports the following fields:

• user-agent identifies which crawler the rules apply to.

• allow: a URL path that may be crawled.
• disallow: a URL path that may not be crawled.
• sitemap: the complete URL of a sitemap.

If you don't want crawlers to access sections of your site, you can create a robots.txt
file with appropriate rules. A robots.txt file is a simple text file containing rules about
which crawlers may access which parts of a site.

For example, the robots.txt file for example.com may look like this:

# This robots.txt file controls crawling of URLs under https://example.com.

# All crawlers are disallowed to crawl files in the "includes" directory, such
# as .css, .js, but Google needs them for rendering, so Googlebot is allowed
#tocrawlthem.

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User-agent:*
Disallow: /includes/

User-agent: Googlebot
Allow: /includes/

Sitemap: https://example.com/sitemap.xml

SITEMAP
What Is a Sitemap?

A sitemap is a blueprint of your website that helps search engines find, crawl and
index all your website’s content. Sitemaps also tell search engines which pages on
your site are most important.

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What is the sitemap in SEO?

A sitemap is a file where you provide information about the pages, videos, and other
files on your site, and the relationships between them. Search engines like Google
read this file to crawl your site more efficiently.

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HTML Sitemaps:

These sitemaps are generally useful for the visitor to the website. It helps them to
navigate through various webpages present on the website. HTML sitemap is also a
sort of webpage where the whole structure of the website is given. Because it is
visible to the user it can be enhanced by adding CSS to make it look better. This is
also useful for SEO purposes for search engines.

Following are some HTML sitemap examples:

XML sitemaps:

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XML sitemaps are only used by the search engines to crawl through the webpages
of the website. This is not visible to the user of the website as it is an xml file which
is placed in the root directory while uploading the website. These xml files not only
contain the list of the webpages but also information about the webpages like when
the webpage was modified, what is the preference of the webpage as compared to
other webpages, how often is the webpage modified and much more. There are many
online tools available which can help you create sitemaps very easily.

Following are some XML sitemap examples:

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There are four main types of sitemaps:
• Normal XML Sitemap: This is by far the most common type of sitemap. It’s
usually in the form of an XML Sitemap that links to different pages on your
website.
• Video Sitemap: Used specifically to help Google understand video content
on your page.
• News Sitemap: Helps Google find content on sites that are approved for
Google News.
• Image Sitemap: Helps Google find all of the images hosted on your site.

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Tools to Easily Create Sitemap

If you need to generate a sitemap faster, here’s a summary of the best and most
convenient tools to consider:

• Google Search Console Tools,

• Bing Webmaster Tools
• Paid online tools such as Yoast
• Pulling sitemaps from websites you don’t own.

10 Things to Exclude on Your Sitemaps

As a best practice, aim to include only the SEO-relevant pages in the sitemap. It’s a
recommended method of effectively utilizing the crawl budget.

With this approach, the search engines crawl your website intelligently helping you
reap rewards for better indexation.

Aim to exclude:

• Duplicate pages
• Paginated pages
• Non-canonical pages
• Archive pages
• Redirected pages (3xx), Missing pages (4xx) and Error pages (5xx)
• Comment URLs
• No-index pages
• Resource pages useful to site visitors but don’t serve as landing pages
• Site result search pages
• Shared via email pages

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Sitemaps XML format
This document describes the XML schema for the Sitemap protocol.
The Sitemap protocol format consists of XML tags. All data values in a Sitemap
must be entity-escaped. The file itself must be UTF-8 encoded.
The Sitemap must:
• Begin with an opening <urlset> tag and end with a closing </urlset> tag.
• Specify the namespace (protocol standard) within the <urlset> tag.
• Include a <url> entry for each URL, as a parent XML tag.

Sample XML Sitemap

The following example shows a Sitemap that contains just one URL and uses all
optional tags. The optional tags are in italics.
<?xml version="1.0" encoding="UTF-8"?>

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">

<url>

<loc>http://www.example.com/</loc>

<lastmod>2005-01-01</lastmod>

<changefreq>monthly</changefreq>

<priority>0.8</priority>

</url>

</urlset>

Alt Text
Alt text (alternative text) describes the appearance or function of an image on a web
page. Alt text is read aloud by programs called screen readers which are used by people
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with visual impairments and low vision. Alt text displays in place of an image if it fails
to load and is indexed by search engine bots to better understand image and page content.
Also known as "alt attributes," “alt descriptions," or technically incorrectly as "alt tags,”
alt text is typically implemented either within HTML code or in the appropriate field
provided by a content management system.

Alt text example

<img src="pancakestack.jpg" alt="alt=Syrup being poured over a stack of pancakes">

Alt text uses:

1. Adding alternative text to images on your site is a principle of web accessibility.

2. Alt attributes enable screen readers to read the information about on-page images
for the benefit of a person with complete lack of sight, visually impaired, or who
is otherwise unable to view the images on the page.
3. Alt text will be displayed in place of an image if an image file cannot load.
4. Alt text provides better image context/descriptions to search engine crawlers,
helping them to index and rank an image properly in image search. It also
provides search engines with contextual information about the content on the
page.

SEO Image Optimization from Alt Tags to Image File Size

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What Is Image Optimization in SEO?
Image optimization in SEO is the action of improving the performance and visibility
of images on a website to enhance the overall SEO efforts. Search engines consider
various factors, including images, when determining the relevance and quality of a
webpage, and although often neglected, image optimization must be a key step in
every SEO strategy that’s to yield results.

Why Are They Important For SEO?

They are as important in achieving a top-10 ranking on Google as keywords and
backlinks.
The main reason for this is simple – images enhance your content and make it more
valuable for your visitors.
When your visitors find your content valuable, they are more likely to return to your
website and spend more time on it. This provides a steady flow of loyal traffic,
making your website appear more valuable to Google and improving your rankings.
On top of that, optimizing images for SEO can help increase your traffic even further
and tap into new markets.

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Best Practices for SEO Image Optimization on Your Website:
1. Avoid Stock Images
2. Don’t Forget About the Copyright
3. Make Sure the Images Add Value
4. Choose High-Quality Images
5. Pick The Right Format
JPEG can be compressed to a relatively small size without compromising the quality
too much. It works best for illustrations and bigger images.

SVG is a vector-based format that you should use for logos and icons. It’s
lightweight and can be manipulated without quality loss.

GIF is the standard format for animated images. They can be really striking but at
the expense of the large file size.

Web, JPEG XR and JPEG 2000 are the so-called next-gen image formats. You
can compress them to even smaller sizes without sacrificing quality. However, they
are not universally accepted and supported yet.

Ideally, all of your SEO images should be less than 100 kB.
For that purpose, JPEG is the most appropriate file format. Depending on the
compression tool, you can reduce the size of a JPEG image by as much as 69%
without a significant quality drop.

SCHEMA.ORG
What is a schema in SEO?

In short, schema markup is a code in the form of structured data that communicates
the meaning of your page, elements, and how users should see it to the searching
tool, and in a language, the search engine can understand. Schema.org is the first

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shared vocabulary that webmasters can use to structure metadata on their
websites and to help search engines understand the content being published.
Schema.org (often called schema) is a semantic vocabulary of tags (or microdata)
that you can add to your HTML to improve the way search engines read and
represent your page in SERPs.

Code sample

<div itemscope itemtype="https://schema.org/Book">

<span itemprop="name"> Inbound Marketing and SEO: Insights from the Moz
Blog</span>
<span itemprop="author">Rand Fishkin</span></div>
Schema.org is the result of collaboration between Google, Bing, Yandex, and
Yahoo! to help you provide the information their search engines need to understand
your content and provide the best search results possible at this time. Adding schema

45
markup to your HTML improves the way your page displays in SERPs by enhancing
the rich snippets that are displayed beneath the page title.

What is the benefit of schema markup?

Schema markup is essential for your website because users reach it more effortlessly,
thanks to a better ranking on Google and other search engines. Not only that,
thanks to rich snippets, your site will appear better on the search result pages
(SERPs). Thus, users, having easy access to the most relevant and helpful
information for their research, will click, increasing the organic traffic to your
website.

SEO best practices

Types of items described by schema

Structured data can be used to mark up all kinds of items from products to events to
recipes. It is most often used to provide additional information about the following:

• Creative work
• Event

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 • Organization
• Person
• Place
• Product

Search engines that use schema

Schema is recognized (and in fact the vocabulary is maintained) by Google, Bing,

Yahoo!, and Yandex. It's unclear whether other search engines are using this markup
to change how they display search results.

URL
What is a URL?

A Uniform Resource Locator (URL) is the web address that we enter into a browser
to access a web page. A URL is human-readable text that was designed to replace
the numbers (IP addresses) that computers use to communicate with servers. They
also identify the file structure on the given website. A URL consists of a protocol,
domain name, and path (which includes the specific subfolder structure where a page
is located) and has the following basic format:

protocol://domain-name.top-level-domain/path
The protocol indicates how a browser should retrieve information about a resource.
The web standard is http:// or https:// (the "s" stands for "secure"), but it may also
include things like mailto: (to open your default mail client) or ftp: (to handle file
transfers).

What is URL structure?

A URL is an address on the internet. It’s made up of a protocol, domain name, and
a path.

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URL structures can be different

Not all websites use the same URL structure. And that’s ok. The URL structure of a
website depends on the unique needs of the website.

For example, an international site’s URL will likely be structured for multiple
languages or locations. URL structures for a blog website might differ from an
eCommerce or a membership site. And a government website’s URL structure will
likely differ from a social network.

Depending on the purpose of the website, the URL structures will vary, but no matter
what structure is chosen, basic best practices still apply to maintain a proper URL
structure.

Why does URL structure matter for SEO?

URLs are the organization of your website’s content. They’re the link between your
content and a user. URL structure matters for these main two reasons:

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Imposed limits

To correctly render in all browsers, URLs must be shorter than 2,083 characters.

Optimal format

http://www.example.com/category-keyword/subcategory-keyword/primary-
keyword.html
Why do URLs matter for SEO?
There are 3 main benefits of URLs:

1. Improved user experience

2. Rankings

3. Links

SEO best practices for URLs

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HTTP vs. HTTPS: Which is Best for Your
Business Website?
Hypertext transfer protocol (HTTP) is how a web browser communicates with a
server. When you visit a website, the browser sends a request to the web server, and
the server provides the requested information. HTTPS is generally better for SEO
because it provides site security and can help you track referral data in Google
Analytics. If your website uses HTTP instead of HTTPS, your referral traffic may
not be appropriately attributed.

50
What is HTTP?

Hypertext transfer protocol is used to transmit data between a browser and a server.
When you type a URL into your browser, it sends an HTTP request to the website's
host server. The server then sends the response back, allowing you to view and
interact with the site.

The HTTP protocol doesn't establish a secure connection, meaning the

communication between your personal computer and a website's server is in danger.
This can lead to bad actors intercepting or stealing your data.

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What is HTTPS?

While HTTPS is similar to HTTP, the protocol is used to make a website secure.
Unlike HTTP, it's encrypted with a secure sockets layer (SSL) certificate that
prevents individuals from intercepting the messages between your browser and the
website server, limiting their ability to see passwords and other sensitive information.

Key difference between HTTP vs. HTTPS

• The most significant difference between HTTP vs. HTTPS protocols is that
HTTPS provides a secure encrypted connection to protect private information
sent between browser clients and servers.
• Data protection includes preventing passwords, credit card numbers, and other
sensitive data (your address, phone number, name, and email) from falling
into the wrong hands.

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 • Ultimately, when comparing HTTP and HTTPS, you're really comparing
unsecured vs. secured communications.

Should you use HTTP or HTTPS?

All business websites can benefit from HTTPS because it improves site security for
the user and business while boosting SEO and credibility. However, HTTPS isn't
always necessary.

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For instance, if your website visitors don't share their personal information with your
website's server, HTTP is optional. However, since many browsers warn users of
unsecured websites, upgrading to HTTPS by purchasing an SSL certificate is worth
it.

Knowing how search engines affect your website can help you compare HTTP vs.
HTTPS. HTTPS is generally better for SEO because it provides site security and can
help you track referral data in Google Analytics. If your website uses HTTP instead
of HTTPS, your referral traffic may not be appropriately attributed. In addition,
HTTPS offers faster load speeds, which is an important ranking factor on Google.

SSL certificate
What is an SSL certificate?
A secure sockets layer (SSL) certificate refers to a file hosted within the webpage's
origin server, which holds the data that browsers access when you are viewing and
interacting with the page. The certificate may be self-signed or signed (issued) by a
third party.

54
How do SSL certificates work?

How do SSL certificates work? An SSL certificate has the website’s public key, as
well as information specific to the site’s identity. For transport layer security
(TLS)/SSL encryption to work, devices trying to interface with the website need
the site’s public key, which identifies the server hosting the site. This is an essential
element of the handshake that takes place when your browser connects with a site
with TLS/SSL.

55
What is TLS?

TLS is a protocol that uses cryptography to provide a secure connection between

applications interacting with each other on the internet. It is a better version of SSL.
Without the public key held within the SSL certificate, a TLS-secured connection
cannot happen.

56
What Are the Elements of An SSL Certificate?

An SSL certificate contains crucial information that serves to validate the certificate
and associate it with the domain it is designed to help protect.
→ Domain name
The domain name refers to the name of the website, such as “Fortinet.com”
or “Google.com.” A certificate is issued for a specific domain name.
→ Name of the organization/individual to whom it is issued
This identifies the person or organization that either owns the website or
helped set it up.
→ Issuing authority name
SSL certificates are issued by certificate authorities (CAs). They include the
name of the authority that provided the certificate for the domain.
→ The certificate authority's digital signature
The digital signature of the CA ensures the authority listed as such in the
SSL certificate is who they claim to be.
→ Associated subdomains
An SSL certificate can list subdomains associated with the primary domain.
The subdomain comes before the primary domain in the address of a site.
For example, in the address “docs.google.com,” “docs” is the subdomain.
→ Date of issue
This indicates the date the SSL certificate was issued and associated with the
domain and subdomains.
→ Expiration date
The expiration date tells you when the SSL certificate will expire. This is
typically one to two years from the date of issue.
→ The public key
The public key consists of a string of numbers, letters, and characters used in
the encryption and decryption of data sent between the site and users'
browsers. The data encrypted by the public key can be decrypted using the
private key.
Types of SSL Certificates
There are different kinds of SSL certificates, and the one you choose will often
depend on the needs of your organization. However, because each type of certificate
provides different levels of assurance regarding the identity of the business, you may
want to opt for either an organizationally validated certificate or an extended
validation because they may enhance the trust visitors have in your site and company.

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Domain Validated (DV)

To obtain a domain-validated certificate, the CA merely sends an email to the email

address the website has registered. This serves to confirm the identity of the site.
However, a domain-validated certificate does not require any information about the
business, so it offers the lowest level of security when compared to the other two
types.

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Organizationally Validated (OV)

Before issuing an organizationally validated certificate, the certificate authority

needs to obtain a few details about the organization. These include where it is
physically located and its domain name. This may take a few days. If your site does
not deal with highly sensitive information, an OV may be sufficient.

Extended Validation (EV)

An extended validation certificate is not issued until the CA has performed a

thorough review of the business applying for it.

The review process may include elements such as:

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 • Documents verifying the identity of the applicant
• Corporate documents of the business

Also, the information is checked against information provided by an independent

third party, which serves to confirm its validity.

Why Is an SSL Certificate Important? Why Do Websites Need It?

With an SSL certificate, interactions people and companies have with your website
remain private. This includes personal information that customers may be asked to
provide on your website. When you encrypt this information, an eavesdropper—if
they can hack into the connection—gets a bunch of unusable data that would be
impossible to decipher without the encryption key.

On the other hand, if your site does not have an SSL certificate, you cannot take
advantage of the encryption provided by TLS. A hacker then has a far easier time
acquiring the information of someone using your website if they find a way to “listen
in” on the “conversation” between your site and one of its visitors. This kind of
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eavesdropping is an important consideration, particularly because so many users opt
to connect to business sites while signed in to public networks with little or no
security.

5 Enterprise Benefits of Using an SSL Certificate

What is an SSL certificate in the context of how it benefits enterprises? Even though
an SSL certificate can benefit an enterprise in many ways, here are the top five
advantages:

• SSL protects your data because all information going to and from your website
gets encrypted, including sensitive data, such as credit card numbers.
• Having an SSL certificate can improve your search ranking because Google
favors websites enabled with HTTPS.
• Having SSL gives others confidence in the identity and authenticity of your
business because a certificate authority verifies you are who you say you are.
• SSL makes it easier for customers to trust you because they know their
information is safe.
• SSL makes it possible to meet the requirements of PCI/DSS, specifically
because an SSL certificate is mandatory to meet PCI/DSS standards.

Lighthouse for SEO

What is Lighthouse for SEO?

The Lighthouse search engine optimization (SEO) audit scans your page, tests for
things that matter to search engines, and gives you a score so you can see specific
areas for improvement. SEO matters because it's how you get more relevant users
viewing your content.
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Audit your page with Lighthouse

Run Lighthouse on a page that's representative of the content that you want search
engines to see:

1. Press `Control+Shift+J` (or `Command+Option+J` on Mac) to open

DevTools.
2. Click the Lighthouse tab.
3. Make sure the SEO checkbox is selected in the Categories list.
4. Click the Generate report button.

Lighthouse generates a report for your page so you can see areas where you can
improve SEO for your site.

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To learn how to fix issues flagged by Lighthouse, see the SEO audits collection.

PWA
One of the most important aspects is ensuring that your PWA is easily discoverable
by search engines. This means that search engine crawlers should be able to access
and index all the content within your PWA

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Understanding Progressive Web Apps

Before diving into the PWA SEO benefits, it is essential to understand what
progressive web apps are and how they differ from traditional web apps and
native apps. Put simply, PWAs are web applications that leverage modern web
capabilities to deliver an app-like experience to users. They are built using standard
web technologies, such as HTML, CSS, and JavaScript, but come with additional
features that allow them to behave like native apps.

One key characteristic of PWAs is their ability to work both online and offline,
thanks to service workers. These background scripts enable PWAs to cache content
and data, making them usable even without an internet connection. Additionally,
PWAs can be installed directly on users’ home screens, giving them quick and easy
access without the need to download from an app store.

Defining Progressive Web Apps

As defined by Google, progressive web apps are built with a clear set of criteria in
mind:

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 1. Progressive: PWAs should work for all users, regardless of the browser or
device they are using. They should adapt and provide consistent experience
on different platforms.
2. Responsive: PWAs should be designed to fit any screen size and orientation.
They should provide a seamless user experience across desktop and mobile
devices.
3. Connectivity-independent: PWAs should work offline or on low-quality
networks by leveraging service workers and caching strategies. This ensures
that users can access content and perform tasks even without a stable internet
connection.
4. App-like interactions: PWAs should feel like native apps, with smooth
transitions and gestures. They should provide a native-like experience to keep
users engaged and coming back for more.
5. Discoverable: PWAs should be identified as applications and be discoverable
by search engines to increase visibility and attract organic traffic.
6. Re-engageable: PWAs should be able to send push notifications and other re-
engagement features to keep users interested and bring them back to the app.
7. Installable: PWAs should be installable on users’ home screens, allowing
them to launch the app with a single tap, just like a native app.
8. Linkable: PWAs should be shareable via URLs, allowing users to easily share
content and refer others to the app.

How Do Progressive Web Apps Impact SEO?

Search engine optimization is all about improving a website’s visibility and

relevance to rank higher in search engine results. The introduction of PWAs has
opened new opportunities for SEO by providing a framework that is favored by
search engines.

One significant benefit of PWAs is their ability to load quickly, even on slow
networks. Page speed is a crucial ranking factor, and search engines reward websites
that deliver fast and efficient user experiences. By utilizing service workers to cache
content, PWAs reduce load times and provide a seamless browsing experience.

65
Another SEO factor influenced by PWAs is mobile friendliness. With mobile
searches surpassing desktop searches, it is essential for businesses to optimize their
websites for mobile devices. PWAs offer a mobile-first approach, as they are
responsive and designed to work across various screen sizes and orientations. This
helps businesses cater to the ever-growing mobile audience and improve their
mobile search rankings.

Meta Tags for Social Media

These days, almost every website encourages visitors to share its pages on social
media. We’ve all seen the ubiquitous Facebook and Twitter icons, among others, just begging
to be clicked. This comes as no surprise as sharing via social media, the internet incarnation
of word-of-mouth, is one of the most effective ways for businesses and individuals to gain
awareness.

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Proprietary <meta> Tags

How do we specify these attributes? With <meta> tags. When a link is shared,
both Facebook and Twitter scrape the associated web page and read its <meta>
tags to display the appropriate information.

With and without social media tags:

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Facebook uses <meta> tags leveraging the Open Graph protocol, a classification
system for Web pages that extends beyond those <meta> tags already defined in
HTML5. A complete list of <meta> tags available can be found at the Open Graph
Web site. There are so many from which to choose that it can be somewhat
intimidating, but only four are required:

<meta property="og:title" content="The Rock" />

<meta property="og:type" content="video.movie" />
<meta property="og:url" content="https://www.imdb.com/title/tt0117500/" />
<meta property="og:image" content="https://ia.media-imdb.com/images/rock.jpg" />

GOOGLE ADSENSE
Introduction:
Google Ads is a program which is developed by Google through which
website publishers in the Google Network of content sites serve text, images, video,
or interactive media advertisements that are targeted to the site content and audience.

68
These advertisements are administered, sorted, and maintained by Google. They can
generate revenue on either a per-click or per-impression basis. Google Ads is a
platform for advertising on Google. It allows businesses to create and display ads to
users on Google search results pages, as well as on websites that are part of the
Google Ads network.
With Google Ads, businesses can target specific demographics and locations,
set a budget for their advertising campaign, and track the performance of their ads.

Google Ads uses a pay-per-click model, meaning that businesses only pay
when a user clicks on their ad. Google Ads offers a variety of ad formats, including
search ads, display ads, and video ads, to help businesses reach their right marketing
goals.

69
Best practices:
1. They produce good quality content that attracts and engages users and
provides a good user experience.
2. They follow webmaster guidelines.
3. They avoid flooding their website with advertisements.
4. They do not try methods that encourage users to click ads. Google prohibits
webmasters from using phrases like "Click on my AdSense ads" to increase
click rates. The phrases accepted are "Sponsored Links" and
"Advertisements".
5. They do not link or redirect to websites with a poor reputation.

GOOGLE BUSINESS PAGE

A Google Business Page, often referred to as a Google My Business (GMB) listing,

is a free tool provided by Google that allows businesses to manage their online
presence across Google, including Search and Maps.

70
 Here are some key aspects of a Google Business Page:

(I) Business Information: Businesses can provide details such as their name,
address, phone number, website, and hours of operation. This information is
displayed prominently when users search for business on Google Search and
Maps.
(II) Customer Reviews: Customers can leave reviews and ratings about their
experience with the business. Business owners can respond to these reviews,
providing an opportunity to engage with customers and address any concerns.
(III) Posts and Updates: Businesses can create posts to share updates, offers,
events, and news directly on their Google Business Page. These posts can help
keep customers informed and engaged.
(IV) Photos and Videos: Businesses can upload photos and videos of their
products, services, and premises. High-quality visuals can attract potential
customers and give them a better understanding of what to expect.
(V) Insights and Analytics: Google My Business provides insights into how
customers find and interact with the business listing. This includes data on
search queries, how many people called the business, requested directions, or
visited the website.
(VI) Booking and Reservations: Some businesses can enable booking and
reservation features directly through their Google Business Page, making it
easier for customers to schedule appointments or reservations.
71
(VII) Messaging: The messaging feature allows businesses to communicate
directly with customers through their Google Business Page, providing a
convenient way to answer questions and provide support.

Here are some Restaurant website example steps to integrate it effectively:

1. Create and Optimize Your Google Business Page

Before integrating it into your website, ensure your Google Business Page is fully
set up and optimized:

• Sign Up: If you haven't already, create a Google My Business account here.
• Verify Your Business: Google will require verification to confirm you own
the business.
• Complete Your Profile: Add all necessary details, including business name,
address, phone number, website, hours of operation, and relevant photos.

2. Embed Google Maps with Your Location

One of the simplest ways to integrate your Google Business Page is by embedding
a Google Map with your business location on your website. Here's how:

• Find Your Location on Google Maps: Search for your restaurant on Google
Maps.
• Get the Embed Code: Click on the "Share" button, then select "Embed a
map". Copy the HTML code provided.
• Add to Your Website: Paste this code into the HTML of your website where
you want the map to appear.

3. Add Google Reviews Widget

Showcasing customer reviews from your Google Business Page on your website can
build trust and attract new customers. Use a widget or plugin for this purpose:

• Choose a Widget: There are several third-party widgets available that can
display Google reviews on your website, such as Widget Pack, Elf sight, or
Google Reviews widget by Trust index.

72
 • Install the Widget: Follow the specific instructions for the widget you choose.
Typically, this involves copying a piece of code or integrating a plugin into
your website's CMS (like WordPress).

4. Use Google My Business API

For more advanced integration, you can use the Google My Business API to display
data from your Google Business Page on your website. This requires some
programming knowledge:

• Get API Access: Apply for access to the Google My Business API here.
• Use the API: Use the API to fetch and display information such as business
hours, reviews, and more on your website. You'll need to write code to handle
API requests and display the data.

5. Add a "Find Us on Google" Button

Encourage customers to visit your Google Business Page by adding a "Find Us on

Google" button on your website:

• Create a Button: Design a button that says, "Find Us on Google" and links
to your Google Business Page.
• Add to Website: Place the button prominently on your homepage or contact
page.

6. Keep Your Website and Google Business Page Updated

Regularly update both your website and Google Business Page with current
information, such as:

• Menu Changes
• Special Offers
• Events and Announcements
• Holiday Hours

Example of Adding an Embedded Google Map

Here’s a simple example of how to embed a Google Map in your website’s HTML:
73
<!DOCTYPE html>
<html>
<head>
<title>Our Restaurant Location</title>
</head>
<body>
<h1>Visit Us! </h1>
<div>
<iframe
src="https://www.google.com/maps/embed?pb=!1m18!1m12!1m3!1d3153.08610106514!2d-
122.41990648468183!3d37.77492927975957!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!
1m2!1s0x8085818c4c0b4fd1%3A0x4b57eb53f08b5e8c!2sSan%20Francisco%2C%20CA!5e0!3
m2!1sen!2sus!4v1617123456789!5m2!1sen!2sus"
width="600"
height="450"
style="border:0;"
allowfullscreen=""
loading="lazy">
</iframe>
</div>
</body>
</html>

A Google Business Page (Google My Business) is highly important for SEO,

especially for local search optimization. Here’s why:

1. Improved Local Search Visibility

• Local Pack Listings: Google Business Pages are essential for appearing in
the "Local Pack," the set of three local business listings that appear at the top
of Google search results for queries with local intent (e.g., "restaurants near
me").
• Google Maps Integration: Businesses with a Google Business Page are
displayed on Google Maps, making it easier for customers to find the location
and get directions.

2. Enhanced Search Presence

• Knowledge Panel: When someone searches for your business name, Google
often shows a Knowledge Panel on the right side of the search results page.
This panel displays information from your Google Business Page, including
photos, reviews, and business details.

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 • Rich Results: The information from your Google Business Page can appear
in rich results, such as showing your operating hours, contact information, and
customer reviews directly in the search results.

3. Increased Trust and Credibility

• Customer Reviews: Positive reviews and high ratings on your Google

Business Page can enhance your business’s credibility and trustworthiness,
influencing potential customers to choose your business over competitors.
• Engagement and Responses: Responding to reviews and engaging with
customers on your Google Business Page shows that you value customer
feedback and are active in managing your online reputation.

4. Influence on Ranking Factors

Google uses several factors to determine local search rankings, and your Google
Business Page directly influences these factors:

• Relevance: How well your Google Business Page matches the searcher’s
query.
• Distance: How far your business is from the searcher’s location or specified
area.
• Prominence: How well-known and reputable your business is, often
determined by online reviews, ratings, and your presence across the web.

5. Providing Essential Business Information

• Accurate and Updated Information: Keeping your Google Business Page

updated with accurate information helps ensure that customers have the
correct details, such as hours of operation, contact information, and location.
This can reduce bounce rates and improve user experience.
• Business Categories: Selecting the correct business categories helps Google
understand what your business is about and match it to relevant search queries.

75
6. Increased Website Traffic

• Direct Links: A well-optimized Google Business Page often includes a link

to your website, driving more traffic from local searches.
• Actionable Features: Features like "Call Now," "Get Directions," and "Visit
Website" buttons make it easy for users to interact with your business directly
from the search results.

Best Practices for Optimizing Your Google Business Page for SEO

1. Complete Your Profile: Fill out all the fields in your Google Business Page,
including business name, address, phone number, website, hours, and
attributes.
2. Accurate NAP: Ensure your Name, Address, and Phone number (NAP) are
consistent across all online platforms.
3. High-Quality Photos: Upload high-quality photos of your business, products,
and services to attract more customers.
4. Collect Reviews: Encourage satisfied customers to leave positive reviews and
respond to all reviews to show engagement.
5. Regular Updates: Post updates about your business, including events, offers,
and news, to keep your listing fresh and engaging.
6. Use Keywords: Incorporate relevant keywords in your business description
and posts to improve visibility for those terms.

By following these practices and understanding the importance of your Google

Business Page, you can significantly enhance your local SEO efforts and drive more
traffic to your business both online and offline.

D/B Google Ads and Google AdSense

AdSense and AdWords are tools or platforms provided by Google to execute
marketing strategies and campaigns or to profit from them. The difference between

76
AdSense and AdWords is in who uses those tools. While the Google Ads program is
geared toward attracting advertisers, the Google AdSense program is geared toward
attracting publishers. Advertisers use Google Ads to drive traffic to their sites, and
publishers use Google AdSense to monetize their existing traffic. Both AdSense and
AdWords relate to Google.

What is the difference between AdSense and AdWords?

So, really, what is the difference between AdSense and AdWords? The biggest
difference between AdSense and AdWords is in who uses the system, who the
primary audience is.
AdWords: The Google AdWords program enables you (an advertiser) to create
advertisements. Advertisements that you create through AdWords appear on
relevant Google search results pages and on sites that participate in the Google
AdSense network. Google AdWords is Google's proprietary advertising platform
that generates, for example, those text-only ads on the right-hand side of Google
Search results as highlighted in the print screen below.

77
Google AdWords is a pay-per-click advertising program where you bid on keywords and write
ads. These ads then appear on Google when people type in those keywords and do searches. When
someone clicks on your ad, you pay Google however much you bid on the keyword.

AdSense: The Google AdSense program enables owners of web sites (aka
publishers) to display AdWords ads on their web sites. AdSense is a program that
lets Google put AdWords ads directly on your web site. In other words, AdSense is
Google's syndication program for its AdWords ads. Any AdWords ads that are
displayed at (we say "syndicated out") third party web sites do so via Google's
AdSense program. That means that the ads seen via the AdSense program are
AdWords ads posted on third party sites. The Google AdSense program delivers
Google AdWords ads to individuals’ web sites, and Google then pays web publishers
for the ads displayed on their sites based on user clicks on ads or on ad impressions.
When someone clicks on the ad on your site, you make money (see Make money
with AdSense).
Difference between AdSense and AdWords summary:
AdWords are the ads. AdWords is an advertising program to create more exposure
for your site. Users of the Google AdWords program is called advertisers. You pay
Google. AdWords brings your site instant traffic.
AdSense is a syndication program. AdSense is a monetization technique that you
can use to help your site generate some extra money. Users of the AdSense program
is called publishers. Google pays you.

78
Difference between AdSense and AdWords prices
The difference between AdSense and AdWords prices is Google's profit. For
example, if you log into the AdWords interface, you will see that you must pay a
certain amount for each click that is executed on your ad campaign, let's say it can
be $2.00. You must pay $2.00 to Joe Smith that runs the web site where someone
clicked your ad.

Then, if you also have a website and run AdSense on it, you can see that you get for
example $0.05 for a click on a banner on your site. You get $0.05 from someone that
advertises his business on your web site when a visitor of your web site clicks the
ad.
$2.00 what you pay in AdWords versus $0.05 what you get from AdSense. Pretty
nice profit margin, isn't it? What you get and what you pay greatly varies. The
difference can be 10 cents as well as 5 dollars, and there are several factors that affect
it.

Google Analytics
Google Analytics is used to view and understand web traffic.
It is free and easy to use. You can customize it for many use cases.
It works out of the box.
It is fast to set up. Get your insights today!
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Why enable Google Analytics?
→ Understand your web traffic to make better decisions.
→ Understand and improve the sales funnel.
→ Learn from experimenting (for example, a/b tests).

Who are Google Analytics for?

→ Google Analytics is useful for anyone who has a website.
→ It gives you information about who uses your site and how they interact with
it.
→ In addition, the interface is easy to understand.
→ You do not need an analytics background to use and navigate the service.

How to set up Google Analytics step-by-step?

Google Analytics can be set up in two ways The Global Website Tag (gtag.js) or
Google Tag Manager.
The easiest way is to use The Global Website Tag.

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Further details you can refer the link:
https://www.w3schools.com/howto/howto_google_analytics.asp

Google Search Console

Google Search Console (GSC) is a free tool that helps you monitor your site's search
performance and technical SEO health. It reports on a variety of metrics, from search
appearance to user experience. Which can help you improve your site and get more
traffic from Google. Google Webmaster Tools (also known as Google Search
Console) is a powerful platform that website owners can use to monitor how their
site interacts with Google.

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Here are just a few things you can do with GSC:

▪ Review how your site is performing on Google

▪ See which pages Google can find and index on your site
▪ Submit sitemaps and individual URLs for crawling
▪ Identify technical SEO errors
▪ And much more

Some of the key features of Google Search Console include:

→ Search Analytics: This feature provides data on how a website is performing

in Google Search, including the number of clicks, impressions, and average
position for specific search queries.
→ Crawl Errors: This feature helps website owners identify and fix any
technical errors that might be affecting their website's visibility in search
results.
→ Sitemap Submission: This feature allows website owners to submit their
sitemap to Google, which helps Google understand the structure and content
of a website.
→ Robots.txt Tester: This feature allows website owners to test their robots.txt
file, which is used to control how search engines crawl and index a website.
→ Link Report: This feature provides a list of the internal and external links
pointing to a website, which can help website owners identify and resolve any

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 broken links or other issues that might be affecting their website's visibility in
search results.
→ Mobile Usability: This feature helps website owners identify and resolve any
mobile usability issues that might be affecting their website's visibility in
search results, including issues related to the layout, text size, and touch
targets.

How Google Search Console Works?

Here is a step-by-step overview of how Google Search Console works:

→ Verification: use Google Search Console, website owners must first verify
that they are the owner of the website. This can be done by adding an HTML
file to the website, uploading an HTML file to the website's server, or using a
DNS record.
→ Data Collection: Once a website is verified, Google Search Console starts
collecting data about the website's presence in Google Search results. This
includes information about the number of clicks, impressions, and average
position for specific search queries, as well as any crawl errors or issues
affecting the website's visibility in search results.
→ Monitoring and Analysis: Website owners can use the data collected by
Google Search Console to monitor their website's performance in Google
Search results. They can use the Search Analytics feature to see how their
website is performing for specific search queries, and the Crawl Errors feature
to identify and fix any technical errors that might be affecting their website's
visibility in search results.
→ Optimization: Website owners can use the information provided by Google
Search Console to optimize their website for Google Search. This includes
submitting a sitemap to help Google understand the structure and content of
the website, testing the robots.txt file to control how Google crawls and
indexes the website, and fixing any mobile usability issues that might be
affecting the website's visibility in search results.
→ Maintenance: To maintain their website's presence in Google Search results,
website owners should regularly check Google Search Console for any issues
or errors and take action to resolve them. They should also monitor their
website's performance in search results and make changes to their website as
needed to maintain and improve their visibility in search engine results pages.

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 How to Add Your Website to Google Search Console?

• Adding your website to Google Search Console is a simple and

straightforward process. Here's how you can do it:
• Go to the Google Search Console website (https://search.google.com/search-
console) and sign in with your Google account. If you don't have a Google
account, you can create one for free.
• Click on the "Add a property" button and enter the URL of your website.
• Verify that you are the owner of the website by choosing one of the
verification methods provided by Google. The most common method is to add
an HTML tag to your website's header, but you can also verify ownership
using a DNS record or by uploading an HTML file to your website's server.
• Once you have verified ownership, you will have access to Google Search
Console and can start using the tool to monitor and maintain your website's
presence in Google Search results.

Further details refer the link:

https://www.semrush.com/blog/google-search-console/

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 Facebook pixel
The Facebook pixel is a piece of code that you place on your website. It collects data
that helps you track conversions from Facebook ads, optimize ads, build targeted
audiences for future ads and remarket to people who have already taken some kind
of action on your website. Facebook Pixel lets you collect data that helps track
conversions from Facebook ads, optimize your ads, generate targeted audiences for
future advertising, and remarket to visitors who have previously interacted with your
website.

You can use the Facebook pixel to:

Create website Custom Audiences: You can retarget your constituents, voters or
supporters who have visited a specific page or taken a desired action on your
organization's website.
Reach people most likely to take an action: Use automatic bidding to reach
people who are more likely to take an action you care about. For example, making
a purchase from your virtual campaign shop, donating on your website or signing
up for a government service.
Measure the results of your ads: Better understand the impact of your ads by
measuring what happens when people see them.

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• How does the Facebook pixel work?

The Facebook pixel works by placing and triggering cookies to track users as
they interact with your business both on and off Facebook and Instagram.

For example, I recently spotted a very cute bathmat in the Instagram Stories of
interior design YouTuber Alexandra Gater. (At the time, I was thinking about
decorating my apartment, not the Facebook pixel, so I didn’t screencap – you’ll
just have to trust me on this.)

I swiped up to check out the bathmat and even added it to my shopping cart.
Then I got distracted by thinking about breakfast and put down my phone.

The next time I opened Instagram, this ad popped up in Stories:

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87
This is called retargeting. It’s a handy way for marketers to remind shoppers to
come back and buy all those items they leave in various shopping carts across the
web.

Remarketing is not the only function of the Facebook pixel. It’s also important for
tracking, analytics, and overall ad optimization.

The pixel tracks various actions people take on your website, like making a purchase
or adding something to their shopping cart. Facebook calls these actions “events.”

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 Affiliate marketing
Affiliate marketing is the process by which an affiliate earns a commission for
marketing another person's or company's products. The affiliate simply searches for
a product they enjoy, then promotes that product and earns a piece of the profit from
each sale they make.
Affiliate marketing has a straightforward formula of Sign up – Share – Earn. That is
basically affiliate marketing for beginners, right? Although it sounds clear and
simple, the model can still confuse some people from the start.

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Guess what? The top affiliate marketers are raking in impressive six or even seven-
figure incomes!

So, why do so many people love affiliate marketing? There are several reasons for
its popularity:

• Low initial costs and great returns on investment.

• You don’t have to create your own product or service.
• No stress about shipping products.
• Say goodbye to handling customer support.
• No need for a team, office, or other overhead expenses.

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How Does Affiliate Marketing Work?

This is how affiliate marketing works to help you earn money by promoting
product/service links within top affiliate networks worldwide. Once you register for
an affiliate program, you will receive specific links to share with your audiences.
Then, the commission is yours when someone purchases via your links.

Many merchants operate affiliate programs, allowing affiliate marketers to join and
promote their products and services.

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TréSkin is a USA top-favored organic beauty & health brand with an affiliate
program.

Once you sign up and get approved for the Tre Skin affiliate program, you’ll access
your unique affiliate links through your account dashboard.

With your affiliate link, you can start promoting it on different platforms. Whenever
a customer clicks on your link and makes a purchase, you’ll earn a commission for
your efforts.

Here's a breakdown of how it works:

1. Merchant: The business or individual selling a product or service. They set

up an affiliate program to promote their offerings.
2. Affiliate: The marketer who promotes the merchant's products or services.
Affiliates can be bloggers, influencers, website owners, or anyone with an
online presence.
3. Affiliate Network: An intermediary platform that connects merchants with
affiliates. They manage the technical aspects, track sales, and handle
payments. Some popular networks include Commission Junction (CJ), Sharea
Sale, and Click Bank.

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 4. Customer: The end-user who purchases the product or service through the
affiliate's promotional efforts.
5. Tracking: When an affiliate promotes a product, they use unique tracking
links provided by the merchant or affiliate network. These links help track
which affiliate is responsible for the traffic or sales.
6. Commission: Affiliates earn a commission for each sale or lead they generate.
The commission structure can vary and might be a percentage of the sale or a
fixed amount.

Steps in Affiliate Marketing

1. Join an Affiliate Program: Affiliates sign up for a merchant's affiliate

program, often through an affiliate network.
2. Promote Products: Affiliates receive unique tracking links and promote the
products or services through their channels (e.g., blogs, social media, email
marketing).
3. Drive Traffic: Potential customers click on the affiliate's tracking links,
leading them to the merchant's website.
4. Make a Purchase: If a customer makes a purchase or completes a desired
action (e.g., filling out a form), the affiliate's tracking link records the
transaction.
5. Earn Commission: The merchant verifies the sale or action, and the affiliate
earns a commission based on the agreed terms.

Benefits of Affiliate Marketing

• Cost-Effective: Merchants only pay for actual sales or leads, minimizing

marketing costs.
• Performance-Based: Affiliates are motivated to drive quality traffic as their
earnings depend on performance.
• Wide Reach: Affiliates can reach diverse audiences through various channels,
expanding the merchant's market reach.
• Flexibility: Affiliates can choose products or services that align with their
audience and niche.
Step-by-Step Guide to Creating an Affiliate Account
1. Choose an Affiliate Network or Program

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  Popular affiliate networks and programs include:

• Amazon Associates
• Sharea Sale
• Commission Junction (CJ)
• Rakuten Marketing
• Click Bank
For this example, let's use Amazon Associates, as it's widely known and
straightforward to set up.

2. Sign Up for the Affiliate Program

 Amazon Associates:
→ Go to the Amazon Associates website.
→ Click on “Sign Up.”
→ Log in with your existing Amazon account or create a new one.

 Fill Out the Application:

→ Provide your account information, including your website URL and the
primary content of your site.
• Enter the preferred store ID (usually your website name).
• Describe how you drive traffic to your site.
• Choose the payment method (e.g., direct deposit, gift card, check).

 Verify Your Identity:

→ Amazon may ask for phone verification to ensure your identity.
Approval:
• Once submitted, Amazon will review your application. Approval can take
anywhere from a few hours to a few days.
3. Get Your Affiliate Links
 Search for Products:
Use the Amazon Associates dashboard to search for products you want
to promote.
 Generate Links:
Once you find a product, click on “Get Link” to generate your affiliate
link. You can choose between text links, image links, or combined links.
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  Customize Links:
Customize the link appearance if needed (Amazon provides options for
customization).
4. Include Affiliate Links on Your Website
 Blog Posts and Reviews:
Write articles, reviews, or lists that include the products. Integrate the
affiliate links naturally within the content.
Example:
html
Copy code
<h2>Top 5 Essential Kitchen Gadgets</h2>
<p>As a restaurant owner, I rely on these gadgets to keep my kitchen running smoothly:</p>
<Ol>
<li><a href="https://www.amazon.com/dp/B00005Q5US?tag=your-affiliate-id">Chef's Knife</a> - A must-have
for any kitchen. </li>
<li><a href="https://www.amazon.com/dp/B01LX8Q8QI?tag=your-affiliate-id">Cutting Board</a> - Durable and
easy to clean. </li>
<li><a href="https://www.amazon.com/dp/B00C9Q5PGM?tag=your-affiliate-id">Stand Mixer</a> - Perfect for
baking and more. </li>
<li><a href="https://www.amazon.com/dp/B00FLYWNYQ?tag=your-affiliate-id">Instant Pot</a> - Speeds up
cooking times. </li>
<li><a href="https://www.amazon.com/dp/B00755KNCS?tag=your-affiliate-id">Food Processor</a> - Great for
chopping and mixing. </li>
</Ol>
<p>These tools have made a significant difference in my kitchen efficiency. <a
href="https://www.amazon.com/dp/B00005Q5US?tag=your-affiliate-id">Check them out here</a>. </p>
Banner Ads:

• Place banner ads on your website’s sidebar or within posts.

• Amazon provides banner ad options in various sizes.
• Resource Pages:

Create a dedicated page listing your favorite products, tools, or resources with
affiliate links.
Example:
html
Copy code
<h2>Our Favorite Kitchen Essentials</h2>
<ul>

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 <li><a href="https://www.amazon.com/dp/B00005Q5US?tag=your-affiliate-
id">Chef's Knife</a> - Essential for precision cutting. </li>
<li><a href="https://www.amazon.com/dp/B01LX8Q8QI?tag=your-affiliate-
id">Cutting Board</a> - Durable and easy to clean. </li>
<li><a href="https://www.amazon.com/dp/B00C9Q5PGM?tag=your-affiliate-
id">Stand Mixer</a> - Perfect for baking and more. </li>
</ul>
Tips for Success
• Content Quality: Ensure that your content is high-quality and provides value
to your readers.
• Disclosure: Always disclose your affiliate relationships. This is both ethical
and a legal requirement in many regions.
• Traffic Generation: Use SEO, social media, and email marketing to drive
traffic to your site.
• Track Performance: Use the analytics provided by the affiliate network to
track clicks and sales and adjust your strategies accordingly.

Publishing affiliate ads on a website can be done in several ways, each tailored to
different content types and user engagement strategies. Here are the main methods:

1. Text Links
2. Banner Ads
3. Product Widgets
4. Product Reviews and Comparison Posts
5. In-Content Recommendations
6. Email Newsletters
7. Dedicated Resource Pages
8. Video Content
9. Pop-Ups and Slide-Ins
10. Social Media Integration

Best Practices
Relevance: Ensure that the products you promote are relevant to your audience.
Transparency: Disclose your affiliate relationships to your audience.
Quality Content: Provide high-quality, honest reviews and recommendations.

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SEO Optimization: Optimize your content for search engines to drive organic
traffic.
By utilizing these methods, you can effectively publish affiliate ads on your website,
enhancing user experience while generating affiliate revenue.

Google Ad Mob
Ad Mob (Advertising on Mobile) supports various ad formats, including banner ads,
interstitial ads, rewarded ads, and native ads, and integrates seamlessly with other
Google services like Google Analytics and Firebase.

Ad Mob is available for Android and iOS platforms and supports popular gaming
engines like Unity and Cocos.

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How to make money with Google Ad Mob?
To make money with Google Ad Mob, app developers must integrate an SDK into
their apps, then set up a Google Ad Mob account and start monetizing by displaying
ads.

The ads are created and paid for by advertisers who want to promote their products,
and Ad Mob ensures that the highest-performing ads are shown to your users.

What are the ad formats in Ad Mob?

Ad formats used in Ad Mob are banner ads, interstitial ads, native ads, rewarder
video ads and native advanced ads. Different ad formats serve different purposes and
are suitable for various types of apps and income goals.

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Here’s a deeper overview of the leading ad types available, plus their pros/cons and
tips on how to use them effectively.

Banner Ads
Banner ads are small, rectangular ads that appear at the top or bottom of the app
screen. They are simple and non-intrusive, allowing users to continue interacting
with the app without significant disruption.

Banner ads are best for consistent, passive revenue because they are always visible
while users interact with the app. This constant visibility means they can generate a
lot of impressions, even if the click-through rate is relatively low.

Apps like casual games or utility apps are ideal for banner ads. Frequent visibility
increases the chances of impressions and revenue.

Interstitial Ads
Interstitial ads are full-screen ads that cover the entire interface of the app. They
typically appear at natural transition points, such as between levels in a game or after
completing a task, catching the user’s full attention.

These ads offer higher revenue potential, but they can also disrupt user experience.
Interstitial ads work best in apps with clear breaks in the user flow, like games with
levels or apps with defined user tasks.

Native Ads
Native ads blend seamlessly with app content, making them less intrusive and more
engaging. Users might not even realize they are looking at an ad, which can lead to
higher engagement and better performance.

Keep in mind that native ads require more effort to design and integrate.

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Rewarded Video Ads
Rewarded video ads reward users for watching an ad, a reward can be something
like in-game currency or extra lives. This reward creates a win-win situation: users
get something valuable and a better user experience, while the publishers earn more
revenue.

Gaming apps are particularly well-suited for rewarded video ads, as players are often
willing to watch an ad in exchange for in-game rewards.

Native Advanced Ads

Native advanced ads offer high customization options, allowing developers to tailor
them to fit their app’s unique needs and design. The flexibility of native advanced
ads allows for a more integrated and seamless ad experience.

How much can you earn from Ad Mob?

The amount you can earn from Ad Mob varies significantly based on app category,
user demographics, ad format and placement, advertiser demand and competition.

Let’s get into more detail on the mentioned factors that affect ad Mob earnings:

App category and user demographics

Understanding your audience’s profile is a starting point for setting realistic revenue
expectations.

Apps in high-demand categories like gaming or finance typically generate higher ad

revenues because advertisers are willing to pay more to reach users interested in
these areas.

User demographics significantly impact earnings. Users from high-income countries

generate higher ad revenues due to increased advertiser spending in these regions.

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Ad format and placement
Different ad formats provide different earnings. For example, rewarded video ads
usually have higher engagement rates and therefore higher CPM (cost per thousand
impressions) than banner ads, which typically generate less revenue.

Another important factor is the placement of ads within your app. Ads shown at
natural breaks in app usage (for example between game levels) usually perform
better and generate higher earnings.

Advertiser demand and competition

• More competition among advertisers for ad space in your app drives up the
price of ads.
• High-demand periods, such as holidays, often see increased CPM rates.
• Observing industry trends can help you assess when demand might be higher
and adjust your ad strategy accordingly.

What are the typical CPM rates for Ad Mob?

Regional variations in CPM rates

CPM rates also differ by region. For example, North America and Europe usually
have higher CPM rates than regions like Asia or Africa.

This difference is due to higher advertising spending in these markets.

What Ad mob revenue models exist?

Ad Mob uses three revenue models – cost-per-click (CPC), cost-per-impression

(CPM), cost-per-action (CPA).

Here’s a short overview of each ad mob revenue model along with their best use
cases:

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Cost-per-click (CPC)
With this model, you earn revenue each time a user clicks on an ad displayed in your
app. The amount you earn per click depends on factors such as the advertiser’s bid,
the type of ad, and the user’s location and demographics.

CPC is a popular model for apps that drive traffic to external websites or landing
pages. It incentivizes users to click on an ad and actively engage with it, which could
bring higher conversion rates for advertisers.

Cost-per-impression (CPM)
In the CPM model, you earn revenue based on the number of times an ad is displayed
or viewed by users within your app, regardless of whether they interact with the ad.

Your revenue is calculated based on the impressions multiplied by the advertiser’s

CPM rate.

CPM is often preferred for apps with high user engagement and viewability. It allows
developers to earn revenue simply by displaying ads to their users without requiring
explicit user interaction.

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Cost-per-action (CPA)
With the CPA model, you earn revenue when users complete a specific action after
interacting with an ad, such as purchasing, signing up for a service, or installing
another app.

The advertiser sets a predetermined amount they are willing to pay for each
completed action, and you earn that amount every time a user from your app
complies with the desired action.

CPA is a performance-based model that aligns the interests of developers and

advertisers, as revenue is generated only when the desired outcome is achieved. This
model is particularly suitable for apps that promote e-commerce, subscriptions, or
other monetization strategies that rely on user actions beyond ad clicks or
impressions.

Affiliate marketing vs Influencer marketing

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Influencer Marketing

An influencer is a person who has a large following in a particular field. In social

media marketing, you can use these influences to expand your brand awareness
through endorsements and product placement. Influential marketing is valuable
because it is one of the quickest and most effective ways to get brand exposure and,
in return, get more purchases in a shorter period. People who follow these influencers
listen closely to them, so their "use of social influence and recommendation
guarantees quality and social proof to your brand's target market."

Affiliate Marketing

Affiliate marketing is more of a performance-based marketing strategy. It is

considered less risky and requires less research than the influencer strategy. Affiliate
marketing is when you promote your product or service on another website other
than your own. "The affiliate site in which your ad appears gets a percentage of the
sale when a lead clicks on the ad." This is usually more budget friendly as it is
commission based, so you only must pay for the leads that make purchases from you.
Affiliates are typically free to join, making them less risky, and you only must pay
if you are generating leads, making it a good investment. Trackable metrics for
affiliate marketing are average order volume, sales volume, and site traffic. You can
use these three to see if your customers' purchasing decisions are changing due to
Affiliate marketing.

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 In-app purchases (IAPs)

What does in-app purchase (IAP) mean?

In-app purchases (IAPs) are one of the primary model's app publishers use to
monetize their apps. An in-app purchase is any fee in addition to the cost to
download the app on a smartphone or tablet. IAPs allow users to buy additional
features, content, or services within an app.

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How do in-app purchases work?
Before installing an app, users often see the “In-app purchases” message next to the
“Get” button for free apps or near the app price button for paid apps. This label
indicates that the app offers additional paid features.

When a user decides to make an in-app purchase, they are presented with a detailed
description of what the purchase includes. At this point, users can either proceed
with the purchase or return to the app without purchasing. All payments are made to
the app store.

Types of in-app purchases

There are four types of in-app purchases (IAPs), each catering to different user needs
and business goals. App publishers often integrate more than one type of IAP to
maximize monetization and generate revenue.

Auto-renewable subscriptions

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This involves users being charged on a recurring basis for continuous access to
content, services, or additional app features. The charge recurs every pay period until
the user cancels the subscription.

Example: An automated monthly subscription to a music streaming platform,

offering uninterrupted, ad-free access to a vast library of songs.

Non-renewing subscriptions
Unlike auto-renewable subscriptions, non-renewing subscriptions do not renew
automatically. This in-app purchase model provides services or content for a fixed
or limited period. Users must actively repurchase to continue access after the initial
period expires.

Example: A six-month subscription to an online magazine, requiring renewal at the

end of the term for continued access.

Image shows two different types of in-app purchases

Consumable
Consumables are purchases that can be used once and must be rebought once
depleted. This model is common in many gaming apps, where users can temporarily
purchase items to enhance their gameplay.

Example: Buying extra lives or power-ups in a gaming app to extend play or boost
abilities.

Non-consumable

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Once a non-consumable purchase is made by a user, it’s permanently available to
them. It does not expire with time or use. Non-consumable purchases are typically
premium features.

Example: Additional editing filters in a photo app that remain accessible indefinitely
after purchase.

Ways to make in-app purchases

Understanding the various methods to facilitate in-app purchases is crucial for app
developers aiming to optimize user experience (UX) and boost revenue. Here are the
most common ways app users can make in-app purchases.

Direct purchases within the app:

The most simple and common method for in-app purchases is through direct
transactions. This process usually involves two primary approaches:

• App store integrations: Many apps integrate payment systems of platforms

like Google Play or the Apple App Store. These systems use pre-stored
payment methods for quick and secure transactions, such as credit or debit
cards and digital wallets.

• Direct/credit card entry: Some apps offer the option to input credit card
information directly for purchases. This method is directly managed within
the app, providing a straightforward way for users to complete transactions
without leaving the app.

Examples: Paying for a ride in Uber, ordering food on DoorDash, or shopping on an

e-commerce app like Amazon.

Third-party payment processors:

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Third-party processors offer an alternative for users who prefer not to store payment
details directly in apps or app stores. This method redirects users to external sites
such as PayPal to complete their purchases. This often helps avoid app store
commissions and improves security.

Examples of in-app purchases by industry

In-app purchases are versatile monetization models/tools used across various app
categories. Below are some industry examples illustrating how in-app purchases
enhance UX and contribute to app revenue.

Gaming
Pokémon GO is one of the most successful mobile games of all time and is free to
download and play. Within the game, players can explore their real-life location to
find and catch creatures (Pokémon). To enhance this experience, players can
purchase in-app currency to acquire items or pay directly to participate in in-game
and real-world events, enhancing their gaming experience.

Social network
Beyond its free download, TikTok users can buy virtual coins within the app. These
coins can be used to gift creators during live streams, often through animations like
roses that appear on screen. The creators receive about half of the earnings from
these transactions, with the app retaining the remaining amount.

Dating
Dating app Tinder is free to download and has famous functions by allowing users
to swipe left and right to match with potential dates. However, it limits the number
of swipes users can make in each period. To bypass this limit and increase their
chances of finding a match, users can purchase unlimited swipes through an in-app
purchase.

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Entertainment
YouTube operates on a freemium model. While the basic service is free, users can
pay a monthly subscription to remove ads or access additional content.

Benefits and challenges of in-app purchases

In-app purchases are an essential monetization model for many app verticals. Let’s
look at the benefits and challenges.

Key advantages include:

• Stable revenue stream: IAPs provide a steady income, allowing developers

to focus on innovation and expanding their app’s features.
• Accessibility and flexibility: By keeping core features free, IAPs attract a
broader user base and encourage a higher download volume. Users can
enhance their experience through purchases without obligation, allowing them
to customize their app usage. Developers can monetize these users through
IAPs instead of upfront costs.
• Increased user engagement and brand loyalty: Optional purchases help
retain user interest and loyalty by enabling users to tailor their app experience.
This personalization boosts user satisfaction, making users less likely to
abandon the app and more likely to become repeat customers.
• Enhanced app promotion and optimization: IAPs generate valuable data
on user preferences, helping developers focus on popular features and increase
user satisfaction.

However, IAPs also come with challenges:

Security concerns: Managing user data and payment information securely is vital.
Breaches can result in significant trust issues and potential financial losses.

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Dependence on large user bases: For IAPs to be profitable, apps generally need a
sizable and active user base, which can be difficult and expensive to build and
maintain.
Balancing monetization with user experience: Striking the right balance between
free and premium offerings is crucial. Too many restrictions or perceived high costs
can lead to user dissatisfaction and app abandonment.
Complexity in user retention: Retaining users can be challenging for app
developers and marketers, as it requires constant innovation and regular updates.
Apps must consistently introduce new features and improve existing ones to justify
continued investment from users.
How to increase in-app purchases?
Here are some effective strategies mobile app developers and marketers can use to
increase in-app purchases and ultimately boost revenue:

• Leverage user data: Utilize advanced analytics tools to gain better insights
into user behavior and preferences. Segment your audience(s) to tailor user
journeys and value propositions, improving targeting and the effectiveness of
marketing efforts.
• Personalization: Customize the app experience by integrating user data to
offer tailored content and recommendations. Send personalized push
notifications and in-app messages to alert users about relevant offers.
• Focus on initial conversions: Target users who are highly engaged yet have
not made a purchase. Use smart triggers for timely promotions to encourage
their first in-app purchase.
• Prioritize high-value users: Identify and target your top spending users with
personalized campaigns. Focus marketing efforts on retaining and engaging
users who drive the most revenue.
• Optimize timing: Align your marketing messages to match peak user activity
times, such as commutes or evenings, to increase the likelihood of purchase.
• Rewards and promotions: Foster loyalty by rewarding user engagement
with incentives like discounts or exclusive content. Use time-limited offers

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 and promotions to create a sense of urgency and ensure these offers are
communicated through the right channels for maximum impact.
• Simplify the purchase process: Optimize the checkout process to reduce
friction. Implement autofill, streamline forms, and eliminate distractions to
ensure a smooth transaction.

Google Algorithm
What is Google Algorithm and Its Ranking Factors?
Google's search algorithm is a complex system that analyzes hundreds of billions of
web pages to serve the most relevant and useful results for your search queries.
While SEO professionals and mentors like Neil Patel and Brian Dean, may have
diverse views on ranking factors, there is no absolute certainty about the specific
elements influencing high rankings.

Marketing funnel
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A marketing funnel is the purchase cycle consumers go through from awareness to
loyalty. The marketing funnel concept has been around for over 100 years, and its
purpose is to easily categorize major milestones along the shopping journey, from
awareness to consideration, to decision, then loyalty.
A marketing funnel is a visual representation of the journey a customer takes. From
learning about your brand to making a purchase, it’s a strategic model that represents
the entire buying journey of the personas.
The purpose of this funnel is to help your marketing and sales departments map this
journey. Then, they can identify key touchpoints that will enable them to move the
customer to the next stage.

The traditional funnel (created in the late 1900s) consists of four parts:
• Awareness – The customer learns about your business
• Interest – The customer is interested in your products or services
• Desire – The customer wants to buy something from you
• Action – The customer makes a purchase

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Digital marketing funnel vs Traditional marketing
funnel

Traditional Marketing Funnel

1. Single Path: Everyone goes through the same steps.
2. Linear Progression: Customers move step by step from awareness to purchase.
3. One-Size-Fits-All: Same approach for all customers.
4. Quick Process: Moves faster but may not be as effective in keeping customers.

Digital Marketing Funnel

1. Multiple Paths: Different steps for different types of customers.
2. Branching Paths: Looks like an hourglass with many branches.
3. Personalized Approach: Tailored to individual customer needs.
4. Longer Process: Takes more time but is better at turning interested people into
actual buyers.
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Key Differences
• Traditional Funnel: Simple, straight path for everyone.
• Digital Funnel: Customized paths, more effective at converting leads,
reduces waste of time and resources.

How to Create an Effective Digital Marketing Funnel?

1. Set a Goal: Decide what you want to achieve, like increasing sales or improving
your return on investment (ROI).
2. Structure the Funnel: Outline the steps a customer takes from learning about
your business to making a purchase.
3. Visualize the Stages: Draw a picture of your funnel so you can see each stage
clearly and choose the best model for your business.
4. Generate Traffic: Plan how to attract people at each stage of the funnel with the
right content for their level of knowledge.
By following these steps, you'll guide your target audience effectively through your
funnel, increasing the chances of making sales.

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