The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns

The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns -- Contents -- Preface -- Chapter 1: An Introduction to Digital Marketing -- What Makes This Book Different? -- Start with the Customer and Work Backward -- People Power -- Market Research versus Market Reality -- Let's Make This Real! -- What Are the 3i Principles? -- Principle 1: Initiate -- Principle 2: Iterate -- Principle 3: Integrate -- Chapter 2: Search Engine Optimization -- An Introduction -- The Process -- Key Terms and Concepts -- Search Engine Result Pages: Positioning -- Organic versus Paid Listings -- Location-Based Search -- Knowledge Graph Listing -- Data Highlighter -- Search Behavior -- Stage 1: Goals -- Stage 2: On-Page Optimization -- Keyword Research -- Key Terms -- Offline Keyword Research -- Online Keyword Research -- A Word of Warning -- The On-Page Optimization Process -- Style and Structure -- Up-to-Date Content -- Optimizing the Technical Mechanics of Your Page -- URLs -- Page Names -- Meta Tags -- Breadcrumb Navigation -- On-Page Headings -- First Paragraph -- Body of Text -- Anchor Text -- Images and Alt Text -- Social Sharing -- Site Map -- The Technical Aspects of SEO -- Compatibility -- Structured Data Markup -- Houston, We Have a Problem -- Site Maps and Google Search Console -- Sitemaps -- Robots: Helping You Hide -- GSC Tool Reports -- Stage 3: Off-Page Optimization -- Link Formats -- Link Building -- Content Marketing -- Social Sharing -- Stage 4: Analyze -- An Ongoing Process -- Law and Order: SEO -- So, What Have You Learned in This Chapter? -- Chapter 3: Pay Per Click -- An Introduction -- Process -- Key Terms and Concepts -- Stage 1: Goals -- Goals: What's the Point? -- The Not-So-Secret Formula -- How to Set Goals -- Stage 2: Setup -- Part One -- Creating a Google AdWords Account.