What is digital marketing? The issue to which I have had to give answers in the last few weeks countless times. The digital definition of this term would be: “Digital marketing means the promotion of a product or service using digital communication channels in order to reach a particular message to the primary audience.” Personally, I do not think that there is a precise definition of digital marketing, you can understand digital marketing through some of its most popular techniques and the way they are applied.
That’s why I decided to explain in this blog the five most basic techniques of this kind of marketing, and by understanding them, you will be able to better understand the world of digital marketing.
SEO (search engine optimization)
In short, SEO optimization has the primary goal of bringing as many people as possible to a client site through an Internet browser, which means that some secondary goals are met before.
The social network
Each platform that belongs to social networks has its advantages and disadvantages, accordingly different social networks are recommended to different clients in accordance with the activity and the target group. Facebook is currently the most popular platform in Serbia. Like other social networks, Facebook gives you the opportunity not only to inform the audience about various posts but also to get direct communication with them, to listen to them and their opinion, if possible, to improve their service/product. In this way, digital marketing is actually defined as two-way marketing, in which there are a direct link and feedback from the audience.
What is more importantly mentioned is that increasing the popularity of orders on any of the social networks is directly conditioned by the use of various methods of accessing the audience and creating a variety of creative publications that will tell the audience to communicate with you and recommend you to your friends.
This technique is very important because only a good copywriter has the ability to devise relevant content that will attract the attention of the primary audience, which is the very essence of every marketing and even digital. Copywriters are most often designing social networking posts as well as client sites. Good copywriters often recommend their clients to open blogs in order to further motivate and interest potential customers/clients.
Advertising is not difficult to understand, but it is crucial to choose the right release that will be sponsored, time, and also the target group that needs to receive an advertisement, because only in this way digital marketing achieves its full potential.
Analytics for digital marketing implies detailed tracking of people visiting a client’s website, commenting or buzzing about its publications on social networks, because every success is based precisely on a thorough audience knowledge. Then, when you know where your audience comes from, how it behaves, who is the age, what interests it, and other demographic details, you will also know how to contact them and leave a good impression.
SEO (the Acronym for Search Engine Optimization) is the process of designing, writing, coding, programming and scripting your site in order to better rank on search engines. An SEO Company has the task to ensure through a series of actions that the site gets easier to the pages of Google and other search engines for the keywords we defined that are related to the content that the site offers.
Why is SEO Important?
A very large percentage of people searching for something on the Internet are searched by the search engines. By scoring results on a search engine, almost 90% of people view only the first or second page of the search results. That’s why there is SEO. The goal is to achieve a better search engine optimization with a search engine results page (SERP) and thus get a lot of new visits.
When querying types or types of SEO techniques, we can split them into 3 groups:
– organic SEO techniques,
– allowed white hat techniques
– black hat SEO techniques
This is a phrase that is used to describe the whole process of work in order to achieve the best possible ranking on search engines. This process encourages the implementation and implementation of numerous rules that require browsers in order to position the site in a natural way in searches.
Permitted SEO Techniques
SEO terminology defines “white hat” as the use of strategies, techniques, and tactics that are directed to people rather than to search engines using the rules and instructions provided by search engines. The allowed techniques include, among other things, the application of relevant, quality keywords in the text and description of the site, linking to the site from various relevant sources, as well as the creation of quality content directed at visitors to the site.
Unauthorized SEO techniques
Blackhat SEO represents the application of various techniques in order to manipulate the search engines in order to reach the result in a faster way. Some of the techniques and tactics that are characterized as being unauthorized are keyword stuffing, overloading the page and content with the keywords we want to rank, setting up keywords that in no way match the content of the page they are on, then adding text that is not visible to users, but it is visible to search engines as well as page swapping, which means that the site is completely changed by other content after such a page ranks well in search.
Although most web browsers consist of only one input field and a button, and on the other side of the link list below this inconvenient abilities, the whole machine is trying to hide the relevant results for the entered term.
The mode of operation of each modern web browser is shown schematically. Basically, it consists of 3 phases:
– Collecting information (Crawling)
– Indexing the collected data
– Search and ranking results
In order for a web browser to return a document as a result of a query, it must first find it. To find information on billions of web pages, web browsers use spiders. Web spider (Web Crawler, Web Robot, Web Bot) is a program or script that automates web browsing by collecting page information. This process of collecting information is called Web Crawling or spidering.
Two very important characteristics of the Web dictate the behavior of the spider and make their task very difficult:
– A large number of pages. This results in the fact that spiders can only visit a fraction of the web, which means that this partition should be specifically selected.
– The speed of change. While the spider visits the last page on the site, it is very likely that in the meantime some pages have been added, some have been deleted, and some have been modified. This is especially characteristic for large sites.
The architecture of the spider
In order for a spider to be efficient, it must also have an extremely optimized architecture. It’s very easy to make spiders that will download a few pages a second and that will work shortly, however, making an efficient and robust spider that will download thousands of millions of pages in a few weeks is a big challenge.
Two basic elements of the spider
Shkapenyuk and Suel presented an example of the architecture of a spider in their work. According to them, each spider consists of two main components:
– Crawling Application (Eng. Crawling Application)
– Crawling System (Eng. Crawling System)
The Crawling application has the task of making the decision that the next URL (URL) the Crawling system needs to visit. It has the ability to download each downloaded (download) page in search of links, check that the URL is already visited and if it has not been forwarded to the crawling system. Which next link will be visited is determined based on some of the many selection strategies and re-visit strategies
The architecture of the crawling system
The Crawling system has the task of removing the requested page and forwarding it to crawling the application for analysis and storage. It consists of several specialized components
The Crawl manager is responsible for receiving the URL from the Crawling application and forwarding it to the free downloader, paying attention to the rules that can be found in the robots.txt file
Web spiders are the central part of every web browser and because of that the architecture of each of the commercial spiders is a strictly guarded business secret
Web browsers and some sites use searchers to update web content or content indexes of other websites. Tracker programs can be copied by all parties that visit for later processing by a web browser that indexes pages that are downloaded so that users can find them faster.
Tracker programs can validate the hyperlink and HTML code. They can also be used to extract data from the web.
User Manual for LinkCrawler 3.0.0
Oracle JRE7 is required, you can download it from here
How to run the application
Once JRE7 is installed, extract the contents of the LinkCrawler zip, and double click on LinkCrawler.jar
On Linux-Based Systems:
Make sure Oracle JRE7 is installed (OpenJRE is not supported), Extract the contents of the system, and via a terminal window do: java -jar LinkCrawler.jar
How to crawl
On “Crawl Website” tab, enter an Absolute url (including http://, HTTPS is accepted too), for example:
Note: Please use the main site URL in order to crawl the entire site from a good central point.
Then click Start and the application will perform the “crawl” job
How to view and save log
On version 3.0.0, the log is automatically generated. The log is available at the Logs folder located in the same position as the Linkcrawler jar file.
Make sure you are executing the application with administrator privileges in order to create folders and files.
How to generate a report
Once a “crawl” job has finished, click on Reports then “Save in format…”, finally choose HTML, the report will be generated in the same folder as the LinkCrawler application. Make sure you are executing the application with administrator privileges in order to create folders. In the figure that you have problems with the page that picks up the error, use crawl to find it and successfully remove it.
How to Use Exclusion list
Simple, just type a full URL to exclude a webpage, for example:
Or, Type a partial or a fragment of url to ignore a lot of webpages, for example:
In this case, LinkCrawler will ignore anything that starts with “http://mysite.com/calendar/”
How to verify a Sitemap
In order to verify if your sitemap is valid for google, click on the XML Sitemap Verification tab, then type the url of the sitemap then click on Check Sitemap. Also you can copy the site used when crawling as well by using the copy button.
Note: Linkcrawler will attempt to use sitemap.xml in case you enter the main site url only, for example http://carlosumanzor.com.
In case of any errors, a button will be enabled, It will display how many errors were found in the execution.