Digital Marketing Essentials Textbook Updates

Welcome to the Digital Marketing Essentials updates page. We want to make it easy for you as an instructor to be aware of the updates made to this textbook. As you know, digital marketing changes fast. Therefore, we update the material 2 – 3 times per year. This ensures that you are teaching with the most up-to-date, relevant textbook available.

Below you’ll find a master list of all changes that have been made since its original publication date. The table is sortable and searchable which will make browsing it extremely convenient.

Every month we publish News You Can Use articles where we cover all the major updates around the digital marketing world. These are great resources to keep your digital marketing skills and knowledge fresh.





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7/28/1523Added paragraph about the new Google algorthim update: Pigeon.Search Engine OptimizationClick to view
8/14/1534Added two paragraphs to the end of the section about two new issues that often cause a site to poorly rank.Search Engine OptimizationClick to view
3/11/1552Added two paragraphs and a new image at the end of the section describing "call-only campaign" ads.Ad Text AnatomyClick to view
7/28/1595This is a new section dedicated to email customer relationship management.Email CRMClick to view
7/6/15107Updated the Facebook ad goals. Facebook renamed and added two new ad goals.Facebook AdvertisingClick to view
5/23/15111Added a paragraph and image describing the new Twitter Cards and how they can be used in promoted tweets.Twitter AdvertisingClick to view
6/30/15112Added a paragraph at the end of the section about the announcement Pinterest made in June 2015 regarding buyable pins.Pinterest AdvertisingClick to view
6/18/15115Added a new section describing the best practices for performing social media marketing on Instagram.Instagram For BusinessClick to view
9/1/1523Added a paragraph and image describing the Knowlege Graphs in the Google SERP's.Search Engine OptimizationClick to view
9/2/15111Added 3 paragraphs describing Twitters new Partner Audiences and the June 2015 update about "installed app advertising."Twitter AdvertisingClick to view
1/8/1513Added chapter on Mobile MarketingMobile MarketingClick to view
1/27/169, 10Added Expert Session with Larry KimEmail Marketing/Social Media MarketingClick to view
2/25/16Made edits to spelling and grammar errors throughout text
3/26/1611Added Expert Session with Nathan TurnerSocial Media MarketingClick to view
8/10/1623Added information about Hummingbird, Knowledge Graph, and RankBrainSearch Engine OptimizationClick to view
8/10/1632Added a paragraph about structured data and links (1) to's explanation of it and (2) Google's guidelines for its useSearch Engine OptimizationClick to view
8/10/1633Added a paragraph about the implications of RankBrain on Google's ability to measure the quality of contentAd Text AnatomyClick to view
8/10/1634Added a paragraph about performing well in local searches.Ad Text AnatomyClick to view
8/11/1652Updated information on ad formats to reflect Google's recent changes (no sidebar ads; different ad copy formats)Ad Text AnatomyClick to view
8/11/1653Rewritten for streamlining purposes, to update some outdated information (about layout of ads), and more explicit discussion about A/B testingClick to view
8/11/1658Updated figures to reflect current look of AdWords interfaceGoogle InterfaceClick to view
8/11/1659Corrected paragraph on exact match (some minor variants can still trigger the ad)Ad Text AnatomyClick to view
8/11/1685Re-wrote much of the section for streamlining purposes; added information on data-driven attributionAnalyticsClick to view
8/12/16111Major updates to Twitter's advertising platform included; brief discussion of tweet order (changed in 2016)Twitter AdvertisingClick to view
8/12/16112Minor revision to text to reflect updates about Promoted Pins and Buyable pinsPinterest AdvertisingClick to view
8/12/16113Updated to reflect two new ad types on YouTubeYouTube AdvertisingClick to view
8/12/16114Mention of Microsoft's purchase of LinkedInLinkedIn AdvertisingClick to view
8/12/16115Mention of Instagram's post order (changed in June 2016)Instagram AdvertisingClick to view
8/12/16132Included mention of bumper ads (6-second video ads announced by Google in April 2016)Google InterfaceClick to view
8/12/16132Included mention of accelerated mobile pages and link to information about the Google-backed Accelerated Mobile Project (AMP)Mobile MarketingClick to view
12/15/16105Added a paragraph clarifying the virality formula, especially the important threshold of X>1Content PromotionClick to view
12/15/169Changed calculation question so the click-through rate was calculated from total delivered emails, not from opensQuiz Update
12/15/1623Add paragraph on mobile first indexingGoogle UpdatesClick to view
12/15/1652Added bullet points about visual sitelinks and click-to-SMS extensionsAd Text AnatomyClick to view
12/15/1634Added a sentence about Google labeling sites as non-secure in the paragraph on Poor SecuritySEOClick to view
12/15/16132Added a paragraph about bluetooth low energy beacons to the last sectionMobile MarketingClick to view
12/15/16131Added a sentence about the Accelerated Mobile Pages project in the Technical Constraints sectionMobile MarketingClick to view
7/31/172Removed Chapter 2 (search engines)Search Engines
7/31/1745Content from Chapter 2 (search engines moved to Chapter 4 (On-site SEO)Search EnginesClick to view
7/31/172Added new Chapter 2 on web design including the previous Chapter 7 (landing page optimization)Web DesignClick to view
7/31/177Removed Chapter 7 (landing page optimization) this content was consolidated into Chapter 2 (Web Design)Landing Page OptimizationClick to view
7/31/173Chapter 8 (Analytics) is now chapter 3AnalyticsClick to view
7/31/174Chapter 3 (On-site SEO) is now chapter 4On-site SEOClick to view
7/31/175Chapter 4 (Off-site SEO) is now chapter 5Off-site SEOClick to view
7/31/176Chapter 5 (Paid Search Marketing) is now chapter 6Paid Search MarketingClick to view
7/31/177Chapter 6 (Online Advertising) is now chapter 7Online AdvertisingClick to view
7/31/178Chapter 8 (Analytics) was moved to chapter 3. Chapter 9 (Email Marketing) is now chapter 8Email MarketingClick to view
7/31/179Chapter 10 (Social Media 1) is now chapter 9Social Media MarketingClick to view
7/31/1710Chapter 11 (Social Media 2) is now chapter 10Social Media MarketingClick to view
7/31/1711Chapter 12 (Online Reputation Management) is now chapter 11Online Reputation ManagementClick to view
7/31/1713Chapter 13 (Mobile Marketing) has been removed and content was consolidated into chapters 2, 6, and 7Mobile MarketingClick to view
7/31/1754Added a new section on content marketingContent MarketingClick to view
7/31/176Chapter 6 is now organized into 6 sections instead of 9Paid Search MarketingClick to view
7/31/1792Added new content to section 2 Social Media PlanSocial Media MarketingClick to view
7/31/1796Added new content on Social ListeningSocial Media MarketingClick to view
7/31/1797Added new content on Facebook MessengerSocial Media MarketingClick to view
7/31/17106Added a new section on SnapchatSocial Media MarketingClick to view
7/31/17105Added new content on Influencer MarketingSocial Media MarketingClick to view
12/27/1763Added New Content on Shopping AdsPaid Search MarketingClick to view
12/27/1764Updated Content Flow on Quality ScoresPaid Search MarketingClick to view
6/14/1853Added Content on Competitive Research ToolsOff-site SEOClick to view
8/8/18Updated all resourcesClick to view
8/8/1811Updated contentDigital Marketing Foundations Technical TermsClick to view
8/8/1812Added new content and updated imagesWeb DesignClick to view
8/8/1823Added information about an additional landing page and image of exampleWeb DesignClick to view
8/8/1831Added new content and updated imageAnalytics Click to view
8/8/1834Added content, image, and two new sections on Channel Analysis and SegmentationAnalyticsClick to view
8/8/1835Updated content and added new paragraph under Attribution ToolsAnalyticsClick to view
8/8/1841Removed Structured Data sectionOn-Site SEOClick to view
8/8/1842Added contentOn-Site SEOClick to view
8/8/1843, 4Updated contentOn-Site SEOClick to view
8/8/1845, 6New sections and section titles for 5 & 6. (5) Local Search Rankings; (6) Search Engines Past and FutureOn-Site SEOClick to view
8/8/1852, 3 Updated contentOff-Site SEOClick to view
8/8/1862Added Branded Keywords SectionOff-Site SEOClick to view
8/8/1863Updated and added contentOff-Site SEOClick to view
8/8/1872Updated and restructured section and added new imagesOnline AdvertisingClick to view
8/8/1874Added contentOnline AdvertisingClick to view
8/8/1882Added contentEmail MarketingClick to view
8/8/1891, 3Updated content, added content and imagesSocial MediaClick to view
8/8/189, 101Facebook section now part of Chapter 10 instead of Chapter 9 Social MediaClick to view
8/8/18121, 2Added new chapter on Mobile MarketingMobile MarketingClick to view