Digital Marketing. Search and Social Media Marketing

Term Paper, 2017

12 Pages, Grade: 92


Table of Contents




Evaluation of Current Rank

AIDA Evaluation




Key Performance Indicators





In today’s digital era, the internet is the most powerful marketing tool for the exposure of several businesses that exist globally. The digital era has been boosted by advancement in technology. The advent of mobile phones and private computers has increased online presence and internet access by millions of individuals throughout the world. Social media is the latest digital milestone that offers interactive and productive platforms for buyers and sellers (Wynne, 2012). Hence, business has adopted social media marketing strategies to improve their performance. Salford Business School is one of the institutions that heavily rely on online presence through digital platforms to reach its target market. This analysis aims to determine how the institution through its website it manages to increase search results. Recommendation and strategic plan for improvement are also drawn based on the findings.


The University of Salford, Manchester is a leading learning institution that provides knowledge for the undergraduate and postgraduate students. Much of the details about the university can be accessed from As an international institution, physical access to the institution may be challenged, especially in the case of foreign students. The entity partakes numerous research projects in the business industry that is of immense interest to stakeholders and individuals in the business world. Hence, the University’s website plays a significant role in promoting the aim, mission, and vision of the organization. Salford Business School is not the only entity within the business and education industries that offers postgraduate and undergraduate study programs in Business. Within the global reach, there are numerous other entities with immense online presence preying on the same target market as the University of Salmond.


As accessed on 08/12/2017 17.00, the University’s website bears the following content. A home section on the basic information of the University’s mission, vision, and purpose (Salford University , 2017). The ‘'about" section provides light information on the general relationship between the course provided and the business industry. In the course section, a list of all the courses provided in the institution and more details on course requirement and duration are provided. In the Business section, the organization provides information on the types of business services, for instance, a consultancy that the university offers (Salford University, 2017). The research section on the university’s website provides links to numbers of archived research information that has been conducted by the school’s graduate, postgraduate and expert teams. Other informative contents are categorized into contacts and network sections. Based on the Keyword Planner tool, the following ranking of keywords is obtained, relevant to University of Salford’s School of Business.

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(Google Keyword Planner, 2017)

A competitor activity analysis provides insight into the entities that are using particular key terms stage online marketing programs (Caprelli, 2014, p. 564). In the case of Salmond University, the relevant keywords used by competitors are Mba and business school. Hence most of the advertisements by competing institutions are based on these two words. In the United Kingdom, competing entities include Aston University Leicester University and several other as provided in the screenshots below. Google United States reveals that competing entities include Capella University, Harvard Business School, ISDI Digital University and the University of Virginia Darden. The data collected from suggests that the keyword activity rate is constantly active in the United States and the United Kingdom. There is a broad range of search term, suggesting a vast target market.

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Figure 1: Obtained from

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Figure 2: Obtained from

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Figure 3: Obtained from

Evaluation of Current Rank

According to, the domain attain a 6 out of 10 Google page rank and 5.64 out of 10 CPR Rank. The two ranking systems suggest that the website is above average as compared to several other websites. The page ranking breaks down on several aspects that contribute to the overall result. Notably, the website has a trust flow of 64, citation flow of 48 and trust metric at 64. Existing backlinks contribute the better part of the performance. A total of 819,777 external backlinks to the website exist with 21,111 edu links and 24, 375 referring domain links. The website is shown to have a very strong PR Quality, which explains the 26, 3331 global ranks according to ratings. According to the site audit report, the website contains 21 duplicate titles and 21 duplicate descriptions. Throughout the content, there are close to 10 missing key word which explains the 64 trust flows that the organization has received.

The above analysis indicates some of the typical elements that are focused on website ranking. For a website to receive a better ranking, Google ranking must be convinced that it provides the most relevant and authentic information to potential users (Mika, et al., 2014, p. 34). There are over 200 factors that are involved in the mathematical algorithm of website ranking. Based on the analysis of the Salford university ranking, the following are some of the reasons that the website ranks 6 out of 10 and not a higher figure. Wynne (2012, p 456) shows that Keywords are the most relevant determinants of website ranking. When users search for a particular keyword a more relevant and optimized search result is obtained (Chau, 2013). In the case of there are close to 10 keywords that miss in titles, URL, descriptions, images, and headings. Lack of search keywords undermines better rankings of the websites (Sarvary, 2012, p. 76). The website also notably lacks branded keywords within its contents. Another crucial ranking factor is the direct traffic that the website receives. Records of high traffic jam create an impression to Google ranking mechanism that the website commands authority and value from its audience. The Salford University website domain records low traffic as indicated in the analysis reported above. Hence, the website will receive poor ranking as compared to a contrasting website traffic scenario.

The Google ranking algorithm is highly sensitive to backlinks within a website. Backlinks bear influence based on quantity and quality (Edgel & Ruf, 2008, p. 78). The more backlinks that a domain has, the higher the ranking it receives. Domain level backlinks ought to be quality and attract a higher trust credit. Subsequently, page level backlinks ought to spam free and authentic. User experience metrics define how the user perceives information and other service provided by the website (Charlesworth, 2014, p. 122). User metrics include the bounce back rate and the time spent on the website. If the use experience metrics are poor, there is a likelihood that the website will be poorly ranked. The Salford University website analysis does not provide details on user metrics. Hence, its influence is not reflected in the final rankings. Notably, customer experience is attained through quality content and relevance of information provided to the keyword keyed in the search engines (Socia Beat, 2017, p. 12). It is also important to note that the website under study does not provide detailed information on behavior signals that are received from the consumers. Hence, Google ranking algorithm does not attain the impression of a quality website. From the analysis above, it is certain that some ranking determinants are more significant than others. However, when seeking to attain better ranking, all aspects must be addressed with extreme perfection and as a result, gain competitive advantages as shown in Spencer & Gelis (2013, p. 288).


Excerpt out of 12 pages


Digital Marketing. Search and Social Media Marketing
Texas Southern University  (Business)
International Business
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ISBN (eBook)
ISBN (Book)
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digital, marketing, search, social, media
Quote paper
Tina Wamae (Author), 2017, Digital Marketing. Search and Social Media Marketing, Munich, GRIN Verlag,


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