For a long time, digital marketers summed up the properties of direct and organic traffic pretty similarly and simply. To most, organic traffic consists of visits from search engines, while direct traffic is made up of visits from people entering your company URL into their browser. This explanation, however, is too simplified and leaves most digital marketers short-handed when it comes to completely understanding and gaining insights from web traffic, especially organic and direct sources.
Kristine Schachinger has 17 years digital experience including a focus on website design and implementation, accessibility standards and all aspects of website visibility involving SEO, social media and strategic planning. She additionally specializes in site health auditing, site forensics, technical SEO and site recovery planning especially when involving Google algorithms such as Penguin and Panda. Her seventeen years in design and development and eight years in online marketing give her a depth and breadth of understanding that comes from a broad exposure to not only digital marketing, but the complete product lifecycle along with the underlying technology and processes. She is a well known speaker, author and can be found on LinkedIn, Google+ and Twitter.
Probably the most well-known Integrated Vertical Search is  Google’s “Universal Search” –  although all of the major search engines have now adopted similar search formats. This is the practice of incorporating different types of results in the Search Engine Results Pages (SERPs), such as news releases, images, videos, etc., depending on the query.  This was a game changer for SEO when it was first introduced – it became necessary to create and optimize many different types of content because they all show up on SERPs. The term for this comprehensive approach is referred to as Digital Asset Optimization (DAO).
There is no one size fits all formula when it comes to social media marketing. For instance, a fast food chain restaurant could find a large number of people ordering food on their website with a single organic Facebook post, and on the other hand a medium-sized mobile app development company may see dramatic results with a promoted post on LinkedIn.
To sum up all of this information, even organic traffic, like direct traffic, has some gray areas. For the most part, though, organic traffic is driven by SEO. The better you are ranking for competitive keywords, the more organic traffic will result. Websites that consistently create content optimized for search will see a steady increase in organic search traffic and improved positioning in the search results. As a marketer, it is important to look at your keywords and high-ranking pages to identify new SEO opportunities each month.  
So just how much of the traffic that finds itself labeled as direct is actually organic? Groupon conducted an experiment to try to find out, according to Search Engine Land. They de-indexed their site for the better part of a day and looked at direct and organic traffic, by hour and by browser, to pages with long URLs, knowing that pages with shorter URLs actually do get a large amount of direct traffic, as they can be typed quickly and easily into a browser. The results showed a 50% drop in direct traffic, clearly demonstrating how all of these other factors come into play during the analytics process.
And then when it comes to actually, ‘OK, so now I’m engaged in these groups, now what?’ What I always recommend doing is taking the conversation offline. So reaching out to the people who you responded to in the group via InMail, or taking it to email, or phone even, and really making that be the place where you do some of the investigating to figure out if they’re a good client fit for you.

Search engine optimization (SEO) campaigns generate organic traffic. The goal of SEO is to improve website ranking for relevant keywords. You want your website to show up on the first page of organic search results – ‘organic’ refers to the middle section of results you see in search engines – for what you’re selling, and you’d probably be considered super human if you did that without organic SEO.
Another tip you can use is just reach out to the prior agency and say something like the following: “We realise you were using link networks for our website which has resulted in a Google penalty and loss in business. Can you please remove my website from any link network you have built?”. If the prior agency is decent, they will remove the links from the network.
Melissa Barker from Organic Demand Generation was recently a guest on the Rethink Marketing podcast, where she shared her essential organic B2B marketing strategies for LinkedIn in 2018. In addition to the many tech companies she’s consulted, including Act-On and Puppet, she also authored the first college textbook on social media marketing in 2010.
Unless you’re eBay or Amazon, PPC can prove to be an expensive affair. You may initially not feel the pinch of it, but overtime, the costs keep growing. If you’re not doing enough testing with your ads, you may end up losing a chunk of your ad budget without any great returns. Simply focusing on the wrong keywords or markets can make a huge dent in your wallet if you are lenient with your ad budget.
Awareness and Branding. Visibility is one thing and being top of the line is another. The more that people see you, the higher your chances of being remembered and that keeps awareness among potential customers. Same goes with branding. Once you start linking your business with certain terms and keywords which are deemed positive for you, its effect will most likely be beneficial for your business and can, later on, lead to a sale.
Keyword difficulty is a number that lets you know how difficult it will be to rank for a certain keyword. The higher the number, the more difficult it will be to rank on that keyword. There are a few sites online that will tell you keyword difficulty of a word or phrase. Record these numbers in your Excel document or Google Sheet that you made earlier.
While there isn’t much you can do about how long your website has been around, it’s important to note this factor if you ever want a new website for your business. It’s more beneficial to keep an old domain and redesign the layout than it is to start from scratch. A page’s authority isn’t always the same as the whole domain’s authority, but they’re determined in the same way. New web pages on an old domain will still have the domain authority to back it up, but their page authority will start out at 1.
Hey Ashok! Good question. I work with clients in a lot of different industries, so the tactics I employ are often quite different depending on the client. In general though, creating killer resources around popular topics, or tools related to client services. This provides a ton of outreach opportunity. For example: We had a client build a tool that allowed webmasters to quickly run SSL scans on their sites and identofy non-secure resources. We reached out to people writing about SSLs, Https migration etc and pitched it as a value-add. We built ~50 links to that tool in 45 days. Not a massive total, but they were pretty much all DR 40+.
For our client: We took the top PPC terms based on conversion and worked these keywords into existing pages on the website. We also created new high-quality content-based pages from these conversion terms. This type of strategy can work very well in assisting overall conversions on the website and driving more revenue. We also conducted a large-scale keyword research project for the client which yielded in uncovering many areas of opportunity for content development and targeting. 
A meta description is a short blurb about the particular page of your website. This is a great place to insert keywords easily. However, you also want to include helpful information for potential site visitors to draw them into clicking on your website. This blurb will appear in search engine results pages under your H1 title tag and URL of your webpage.
If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.
Guest blogging and infographic distribution are great ways to attract high quality links. Do not focus on the total number of links. Spend your time focused on quality links, from websites that are highly relevant to your business. If any SEO company tells you that they can rank your website virtually overnight you need to turn around and run away…fast. Google will continue to refresh their Panda, Penguin, and Hummingbird updates, so make sure that you are focusing on quality rather than quantity.

In short, press request alerts are requests for sources of information from journalists. Let's say you're a journalist putting together an article on wearable technology for The Guardian. Perhaps you need a quote from an industry expert or some products that you can feature within your article? Well, all you need to do is send out a request to a press service and you can wait for someone to get back to you.
But if someone performs a search for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in the navigational search sense, they need to provide the website that the person is looking for front and center. So if we can create more demand for Moz than there is for SEO tools, which I think there's something like 5 or 10 times more demand already for Moz than there is tools, according to Google Trends, that's a great way to go. You can do the same thing through your content, through your social media, and through your email marketing. Even through search you can search and create demand for your brand rather than unbranded terms.
Go to local events or Meetup events and connect with bloggers in your industry. An example of an event I run to connect with bloggers and people in the online marketing word is: http://www.meetup.com/Online-Marketing-Sydney/. Make friends first and then try to gain guest posts later. I am not really a fan of websites which are flooded with guest posts one after another; it is the type of thing which Google is just waiting to target.
Hey Ashok! Good question. I work with clients in a lot of different industries, so the tactics I employ are often quite different depending on the client. In general though, creating killer resources around popular topics, or tools related to client services. This provides a ton of outreach opportunity. For example: We had a client build a tool that allowed webmasters to quickly run SSL scans on their sites and identofy non-secure resources. We reached out to people writing about SSLs, Https migration etc and pitched it as a value-add. We built ~50 links to that tool in 45 days. Not a massive total, but they were pretty much all DR 40+.
Sometimes considered to be a part of SEM, social media sites like Twitter, YouTube, Facebook, and Delicious have search fields and also pass authority to sites through links. Making sure your content and links are placed (where necessary) on these social media sites can increase your influence in user search engine queries. SMM is a rapidly growing area of Internet marketing but to discuss it further is beyond the scope of this Guide.
Optimize for opt-ins. Make sure you lead to something more than your content. What this means is that when people read your content, they must know where to go next. This may come in the form of a call to action or your offering of additional content, appearing perhaps as a PDF. Growing organic traffic is important, but it doesn’t matter if you are not converting those viewer into leads. Your business doesn’t pay its bills using raw traffic.
So just how much of the traffic that finds itself labeled as direct is actually organic? Groupon conducted an experiment to try to find out, according to Search Engine Land. They de-indexed their site for the better part of a day and looked at direct and organic traffic, by hour and by browser, to pages with long URLs, knowing that pages with shorter URLs actually do get a large amount of direct traffic, as they can be typed quickly and easily into a browser. The results showed a 50% drop in direct traffic, clearly demonstrating how all of these other factors come into play during the analytics process.
Organic content marketing is a potential boon for your business, as it involves providing the material that online users are looking for. But it’s a slow process that involves a long-term commitment to producing high-quality material while constantly interacting with customers through various online platforms. It isn’t enough to post a few articles a month. If you want to benefit from potentially over three times as much traffic, you need to publish at least 16 articles a month. If you handle your campaign in the right manner, there’s a chance to see sustainable growth in your brand and a deeper level of engagement with your customers. But this resource-intensive approach may require that you outsource work to stay relevant and get the results you need.
This way, you’ll know what percentage of these visitors are responsible for your conversions. You can find the conversion rate of your organic search traffic in your dashboard. Bear in mind: If you just configured this, you won’t have any usable data yet. Now let’s say that your conversion rate is 5%, and the average order value for a new customer is $147. 5/100 x $147 = $7.35.
Student teams that demonstrate strong Google Ads knowledge, develop a thorough online marketing strategy, execute optimized Google Ads campaigns and provide a post-campaign analysis with future recommendations for their nonprofit partner will receive a personalized certificate from Google recognizing their academic achievement and social impact. Top performing teams also have the opportunity to submit their story to be featured in Google’s Social Impact Spotlight Series, as well as Hangout on Air with Googlers near and far.

A good example is Facebook Custom Audiences. Within this Facebook supports email targeting, the ability to upload customer email addresses and then target those users on Facebook with tailored ads. This lets you micro-segment based on your existing customer database. One application is customer loyalty marketing, promoting offers to existing high value users via Facebook ads.


With more and more content being created on Facebook every day, organic reach is steadily declining. That’s why you might want to consider using Facebook’s paid advertising options to promote and increase the reach of your posts. While organic posts only get shown to your own Facebook fans, paid ads allow you to target people who have not liked your page but have similar interests and/or demographics.

Like I said at the beginning, building organic traffic is hard. Anything that promises a shortcut to an avalanche of traffic will more than likely lead to a penalty down the road. Embrace the daily grind of creating great content that helps users and provides a solution to what they’re looking for. In the end that will drive more organic traffic than any shortcut ever will.


Another ethical controversy associated with search marketing has been the issue of trademark infringement. The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years. In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term.[27] Though the policy has been changed this continues to be a source of heated debate.[28]
Search engines use complex mathematical algorithms to guess which websites a user seeks. In this diagram, if each bubble represents a website, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links. Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links "carry through", such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while site E does not. Note: Percentages are rounded.
When you’re truly faced with the dilemma, “Organic vs. paid search traffic?” don’t get too worked up. There’s always a solution to your specific situation – trust us, we deal with it all of the time! Every business is different and has different goals, so the perfect search marketing mix does exist for your company. First, think about each of these bullet points, and at the end ask yourself, “Am I willing to commit?”
RankBrain can have an impact on your keywords campaigns. When you are defining your keywords, you are looking for relevant terms that respond to customers queries. This is how a successful SEO strategy works. And logically, if you are picking keywords your audience is not searching for, you campaign will have no chance to succeed. This is where RankBrain can play a role.
Not every single ad will appear on every single search. This is because the ad auction takes a variety of factors into account when determining the placement of ads on the SERP, and because not every keyword has sufficient commercial intent to justify displaying ads next to results. However, the two main factors that Google evaluates as part of the ad auction process are your maximum bid and the Quality Score of your ads.

To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[46]
Every online marketer swears by search engine optimization and its effectiveness. Prior to the infamous Google Panda, Penguin and Hummingbird updates, SEO made a lot of black hat or unethical marketers rich. But things are no longer that easy. Google has upped the game, and now, it’s all about the kind of quality and the amount of value you’re able to deliver.
People use search engines to get more information about the products or services that they are interested in purchasing, as well as the businesses that they are interested in purchasing from. Consumers will turn to search engines before doing business with a large national company, and they will also utilize search engines when planning to make local purchases as well.

I feel we can also focus a lot on the kind of keywords we target. I had a client who was in a very competitive market place, we optimized their site for some really targeted, long tailed keywords which didn’t have very high search volume, so the traffic didn’t really go up drastically but the amount of conversions & the kind of CTRs the site received was incredible.
Social media is adopting its own form of SEO in a way that promotes a positive user experience. The way this algorithm works is by putting your posts in a pool as small as one percent of your followers. If those people engage with the content, then it gets introduced into a larger pool. Slowly but surely, more and more people see it, but only if it’s engaging.

Good question, for most directories I use they ask for mobile number to send a message of verification, for the ones which phone you for verification inform the company before hand to tell their customer service people to be ready. I know the bigger the company the more tricky these things get you just have to find out what works best to answer the calls even if they give you a direct number to use. 
Organic search engine optimization (organic SEO) refers to the methods used to obtain a high placement (or ranking) on a search engine results page in unpaid, algorithm-driven results on a given search engine. Methods such as boosting keywords, backlinking and writing high-quality content can all improve a site’s page rank. Black hat SEO methods, such as the use of keyword stuffing and link farming, can also boost organic SEO.
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