This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing.
The author, a well-renowned teacher and writer on the subject, presents a ...concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.
Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.
Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.
Abstract Objective Food for Special Medical Purposes (FSMP) is a niche area in the food and healthcare industries that produces foods to meet the dietary requirements of people with specific medical ...conditions. These products provide specific nutrient amounts and ratios, which can be used as a supplement to a conventional diet, part of an entire medical treatment plan, or as a sole source of Nutrition. The market is expected to generate revenues of $19.67 billion in 2028. Most FSMPs products are purchased individually by patients or caregivers. Although these products are not advertised directly to the public might be bought online from pharmacies and other online shops. This research aims to evaluate the online presence of the most important brands within the FSMPs category and how the patients get to the online shops without direct-to-consumer advertisement. Methods: This exploratory qualitative research study examines the online presence of FSMP products and key brands using SEO as the main digital technique. Data sources included Romanian websites, Google SERPs, Brandmentions.com, Semrush, and Ubersuggest. Results : The findings showed that these websites received only a small amount of direct traffic, with only a few hundred monthly visits. To increase organic visibility, businesses must follow regulatory requirements, collaborate with medical experts, engage with potential clients, and exhibit their products at medical events and fairs. Content marketing is crucial for FSMP brands to engage with their target audience and deliver valuable information. Conclusions : FSMP brands cannot advertise directly to consumers. Instead, they should focus on SEO, reputable online pharmacies, e-commerce shops, and content marketing. This research applies to FSMP brands, digital marketers, and online pharmacies to effectively connect with target demographics, promote products, navigate regulatory constraints, and enhance online presence, improving accessibility and awareness.
The article "Increase Website Visibility On The Internet By Google Search Console" is devoted to the consideration of the importance and use of Google Search Console for website optimisation and ...improvement of its visibility in search engines. The article discusses the main aspects of search engine optimisation, as well as the role of Google Search Console as a powerful tool for analysing, monitoring and improving SEO strategy. The article describes methods of integrating Google Search Console with Google Analytics to obtain more detailed information about traffic, keywords, CTR and other important metrics. The article emphasises that using Google Search Console allows you to identify technical issues, analyse content, monitor website health, and perform competitive analysis to achieve better results in search results. Thanks to these insights, website owners and marketers can develop an effective strategy to increase the visibility of their site and attract a larger audience of users. Website indexing is an important part of the search engine optimisation process and is essential for increasing the visibility and accessibility of a website on the Internet. Indexing allows search engines such as Google, Bing, Yahoo, and others to find, analyse, and index the pages of a website. This allows search engines to include the site in their search results, which ensures its visibility to potential visitors. Indexing can help you drive more organic traffic to your website. When pages of a website are indexed, they can appear in search results when users make relevant requests. This opens up the possibility of attracting new visitors who are looking for relevant information or products and services. Indexing allows search engines to analyse website content, including keywords, meta tags, URLs, and other elements. This is important for SEO because this data affects the ranking of a website in search results. The better a website is indexed, the more chances it has to reach the top positions in search results and attract the target audience. During indexing, search engines can detect technical issues such as page errors, broken links, or duplicate content. This allows you to quickly identify and fix issues that could negatively affect your site's visibility and rankings. Using tools such as Google Search Console, you can track and analyse your site's indexing data. You can see which pages are being indexed, which get the most traffic, which keywords attract the attention of search engines, and much more. This information helps you understand how your site performs in search engines and how you can improve its visibility.
This study assessed the quality of the websites of Nigerian polytechnics and colleges of education. Using two web diagnostic tools, SEOptimer and W3C Markup Validation Service, a total of 213 sites ...were evaluated in terms of six performance indicators: search engine optimisation (SEO), usability, operational performance, social media integration, security, and HTML validation. The weakest performance across the sites of both polytechnics and colleges of education was found to be with respect to social media integration, with the vast majority of sites in both categories making no use of social media. The other two indicators against which sites in both categories of institutions tended to perform poorly were SEO and operational performance. The two areas where the sites in both institutional categories generally scored well were usability and HTML validation. Meanwhile, for the security indicator, the performance was highly variable among both polytechnic and college of education sites, with significant numbers of both strong and weak scores for sites. It was also found that polytechnic sites outperformed college of education sites on SEO to a statistically significant degree (bearing in mind that both categories of sites were weak in this area). It was also found that, among the polytechnic sites, the sites of the state government-owned institutions outperformed, to a statistically significant degree, the sites of the privately owned institutions in their operational performance measure.
Purpose
Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the ...Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology.
Design/methodology/approach
The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified.
Findings
The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results.
Originality/value
Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.
Previous research has described how highly personalised paid advertising on social media platforms can be used to influence voter preferences and undermine the integrity of elections. However, less ...work has examined how search engine optimisation (SEO) strategies are used to target audiences with disinformation or political propaganda. This paper looks at 29 junk news domains and their SEO keyword strategies between January 2016 and March 2019. I find that SEO — rather than paid advertising — is the most important strategy for generating discoverability via Google Search. Following public concern over the spread of disinformation online, Google's algorithmic changes had a significant impact on junk news discoverability. The findings of this research have implications for policymaking, as regulators think through legal remedies to combat the spread of disinformation online.
Digital technologies have transformed the relationship between news outlets, journalists and their audiences. Notably, editors can now monitor their websites and discern the exact news preferences of ...their readers. Research suggests that some editors are using this data to help them produce more popular, 'click friendly' content. To date, research on this phenomenon has focused on journalists working within newsrooms. This article adds to the literature by exploring the relationship of foreign correspondents in Africa with their audiences, and asks whether readership metrics are influencing the journalists' selection and development of news stories. Drawing on 67 interviews with foreign correspondents in East and West Africa, the article identifies three different approaches to audience metrics: correspondents who are 1) data-driven; 2) data informed; and 3) data denialists. The article discusses the implications of these approaches for the media image of Africa that is distributed around the globe.
Introduction
Search engine optimisation (SEO) in plastic surgery practice is crucial for increasing web traffic. Knowing what patients are searching for online can help plastic surgeons understand ...public interest, enhance patient engagement, and improve service provision. This study analyses the correlation between Google Trends (GT) search activity and the number of cosmetic procedures carried out in the UK.
Methods
GT search term data were analysed for popularity of use and geographical variation in the UK. Pearson’s correlation coefficient was used to analyse GT data against the number of cosmetic surgery procedures undertaken in the UK in the corresponding year and with 1-year time lag.
Results
GT score was higher for most colloquial search terms, such as “tummy tuck” compared to “abdominoplasty” (GT score 59 vs 6), but “otoplasty” was higher than “ear correction” (GT score 55 vs 19). Geographical variation showed that London ranked first in proportional search term activity for “brow lift” and Birmingham for “tummy tuck”. There was statistically significant positive correlation for three search terms and the number of corresponding surgeries undertaken. This increased to nine search terms when analysed with a 1-year time lag.
Conclusion
These results highlight the trends in online search activity in the UK and their correlation with cosmetic procedures. The higher number of significant correlations with 1-year time lag may reflect the patient’s decision-making journey to undergo cosmetic surgery. These results can be utilised for SEO, thus leading to a better-informed public and more robust practice building.
Level of Evidence V
This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors
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The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact ...that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments.
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