Product & Brand ConsiderationIn this phase, when users are considering and researching a purchase, it is a great time to reintroduce the brand with more detailed targeting and stronger call-to-action language in the ad copy.When consumers hit the considerations phase, typically their search queries will become more detailed and specific. They may search for brands and product combinations to research, compare, and read reviews such as ‘Samsung 43” TV’ or ‘LG 43” tv’.This is a good time to use remarketing with banner or responsive ads to bring the consumer back to the product they viewed.Another excellent form of targeting is the in-market list which is composed of users whose online behavior and action has indicated they are in the market to buy.

Brand AwarenessPPC is often used for brand awareness to introduce and raise the visibility of a brand or product.At this phase, we want to maximize visibility to a highly relevant audience, with hopes clicks will result in leading to the consideration phase.Using PPC display ads can be effective if the targeting is on-topic by using keywords, topics, relevant placements, or combination of those.These targeting tactics are the most general but will offer a wider reach.Social media PPC ads are a good option for branding since there are so many targeting options based on demographics and interests.

How search engines understand websites Imagine being a search engine crawler scanning down a 10,000-word article about how to bake a cake. How do you identify the author, recipe, ingredients, or steps required to bake a cake? This is where schema markup comes in. It allows you to spoon-feed search engines more specific classifications for what type of information is on your page.Schema is a way to label or organize your content so that search engines have a better understanding of what certain elements on your web pages are. This code provides structure to your data, which is why schema is often referred to as “structured data.” The process of structuring your data is often referred to as “markup” because you are marking up your content with organizational code.JSON-LD is Google’s preferred schema markup (announced in May ‘16), which Bing also supports. To view a full list of the thousands of available schema markups, visit Schema.org or view the Google Developers Introduction to Structured Data for additional information on how to implement structured data. After you implement the structured data that best suits your web pages, you can test your markup with Google’s Structured Data Testing Tool.In addition to helping bots like Google understand what a particular piece of content is about, schema markup can also enable special features to accompany your pages in the SERPs. These special features are referred to as "rich snippets," and you’ve probably seen them in action. They’re things like:Top Stories carouselsReview starsSitelinks search boxesRecipesRemember, using structured data can help enable a rich snippet to be present, but does not guarantee it. Other types of rich snippets will likely be added in the future as the use of schema markup increases.Some last words of advice for schema success:You can use multiple types of schema markup on a page. However, if you mark up one element, like a product for example, and there are other products listed on the page, you must also mark up those products.Don’t mark up content that is not visible to visitors and follow Google’s Quality Guidelines. For example, if you add review structured markup to a page, make sure those reviews are actually visible on that page.If you have duplicate pages, Google asks that you mark up each duplicate page with your structured markup, not just the canonical version.Provide original and updated (if applicable) content on your structured data pages.Structured markup should be an accurate reflection of your page.Try to use the most specific type of schema markup for your content.Marked-up reviews should not be written by the business. They should be genuine unpaid business reviews from actual customers.Tell search engines about your preferred pages with canonicalizationWhen Google crawls the same content on different web pages, it sometimes doesn’t know which page to index in search results. This is why the rel="canonical" tag was invented: to help search engines better index the preferred version of content and not all its duplicates.The rel="canonical" tag allows you to tell search engines where the original, master version of a piece of content is located. You’re essentially saying, "Hey search engine! Don’t index this; index this source page instead." So, if you want to republish a piece of content, whether exactly or slightly modified, but don’t want to risk creating duplicate content, the canonical tag is here to save the day.

How search engines understand websites Imagine being a search engine crawler scanning down a 10,000-word article about how to bake a cake. How do you identify the author, recipe, ingredients, or steps required to bake a cake? This is where schema markup comes in. It allows you to spoon-feed search engines more specific classifications for what type of information is on your page.Schema is a way to label or organize your content so that search engines have a better understanding of what certain elements on your web pages are. This code provides structure to your data, which is why schema is often referred to as “structured data.” The process of structuring your data is often referred to as “markup” because you are marking up your content with organizational code.JSON-LD is Google’s preferred schema markup (announced in May ‘16), which Bing also supports. To view a full list of the thousands of available schema markups, visit Schema.org or view the Google Developers Introduction to Structured Data for additional information on how to implement structured data. After you implement the structured data that best suits your web pages, you can test your markup with Google’s Structured Data Testing Tool.In addition to helping bots like Google understand what a particular piece of content is about, schema markup can also enable special features to accompany your pages in the SERPs. These special features are referred to as "rich snippets," and you’ve probably seen them in action. They’re things like:Top Stories carouselsReview starsSitelinks search boxesRecipesRemember, using structured data can help enable a rich snippet to be present, but does not guarantee it. Other types of rich snippets will likely be added in the future as the use of schema markup increases.Some last words of advice for schema success:You can use multiple types of schema markup on a page. However, if you mark up one element, like a product for example, and there are other products listed on the page, you must also mark up those products.Don’t mark up content that is not visible to visitors and follow Google’s Quality Guidelines. For example, if you add review structured markup to a page, make sure those reviews are actually visible on that page.If you have duplicate pages, Google asks that you mark up each duplicate page with your structured markup, not just the canonical version.Provide original and updated (if applicable) content on your structured data pages.Structured markup should be an accurate reflection of your page.Try to use the most specific type of schema markup for your content.Marked-up reviews should not be written by the business. They should be genuine unpaid business reviews from actual customers.Tell search engines about your preferred pages with canonicalization

Client-side rendering versus server-side renderingJavaScript can pose some problems for SEO, though, since search engines don’t view JavaScript the same way human visitors do. That’s because of client-side versus server-side rendering. Most JavaScript is executed in a client’s browser. With server-side rendering, on the other hand, the files are executed at the server and the server sends them to the browser in their fully rendered state.SEO-critical page elements such as text, links, and tags that are loaded on the client’s side with JavaScript, rather than represented in your HTML, are invisible from your page’s code until they are rendered. This means that search engine crawlers won’t see what’s in your JavaScript — at least not initially.