Search engine optimization and marketing : a recipe for success in digital marketing

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Author -- Introduction -- Learning Objectives of the Book -- Highlights of the Book -- Chapter 1 Introduction to CMS, SEO, SEM, and Attribution Modeling -- 1.1 Content Management System -- 1.1.1 Phase I -- 1.1.2 Phase II -- 1.2 Types of CMS -- 1.2.1 Component Content Management System (CCMS) -- 1.2.1.1 Advantages of CCMS -- 1.2.2 Document Management System (DMS) -- 1.2.2.1 Advantages of DMS -- 1.2.3 Enterprise Content Management System (ECM) -- 1.2.3.1 Advantages of ECM -- 1.2.4 Web Content Management System (WCMS) -- 1.2.4.1 Advantages of WCMS -- 1.2.5 Digital Asset Management System (DAM) -- 1.2.5.1 Advantages of DAM -- 1.3 Website Marketing -- 1.3.1 Need for Website Marketing -- 1.3.2 The Eventual Fate of Web Promoting -- 1.4 Digital Branding -- 1.4.1 MOST Framework to Address Web Advertisement -- 1.4.2 Insights into Perceived Brand Image and Brand Loyalty for Web-Based Advertising -- 1.4.3 Digital Media -- 1.4.4 Types of Digital Advertising -- 1.4.4.1 Display Advertising -- 1.4.4.2 Social Media Advertisements -- 1.5 Search Engine Marketing (SEM) -- 1.6 Native Promotions or Advertising on Social Media -- 1.7 Remarketing/Retargeting -- 1.8 Advertisement by Videos -- 1.9 Marketing by Electronic-Mail (E-Mail Marketing) -- 1.10 Search Engine Optimization Concept -- 1.11 Method of PageRank -- 1.11.1 Benefit of PageRank Measurement -- 1.11.2 Demerits of PageRank -- 1.11.3 Visualization of PageRank -- 1.11.4 Need for Improving PageRank -- 1.12 Google Search Engine Results and Actions -- 1.12.1 Relevance and Popularity of Search Engines -- 1.13 Attribution Modeling -- 1.13.1 First-Touch Attribution -- 1.13.2 Lead-Generation Touch Attribution -- 1.13.3 Last-Touch (Opportunity Creation Touch) Attribution -- 1.13.4 Last Non-Direct Touch Attribution.