The Technology of Digital Marketing

Digital marketing has been around for the past 30 years or so, and its development is parallel to the digital world development. Every website or business owner knows that if you’re not on Google’s first search results, if you’re not starring in the social networks or place paid ads on other websites, it’s like a tree falling in the forest. There’s a lot more to digital marketing than just Facebook posts or Google Business Profile, using the right technology tools is essential in order to sweep your website to popularity and thus increase the amount of customers and sales.

So what are the main technologies used for digital marketing?

SEO Technology

SEO (Search Engine Optimization) is the practice of achieving a higher ranking and appearing in a higher place in the search engines’ results pages. You can do some of the SEO work yourself, yet the best practise will be achieved using SEO experts, as technology takes SEO to the next level. Here are some examples of technologies used for SEO, SEM, Measurements and Analytics:


Sitemap.xml notifies Google with changes done to your website pages. Whenever you modify, update or add new pages to your site, you’d want Google to learn about it so it can crawl and index the new/modified pages. It’s important to create a dynamic sitemap.xml to prevent the need for manually updating the file every time something changes in the website.

AMP - Accelerated Mobile Pages

AMP enables creating website pages that are faster and work more smoothly, and are compatible in many browsers and devices (mobile and desktop). Since The page-load speed is crucial for good SEO score, building your website pages using AMP can improve the user experience and the SEO effect.


Normally performing a search in the Google search engine leads to a search results page showing the following parameters for each result: Meta Title, Meta Description, URL and Published Date. Schemes can be used to inform Google and other engines of other crucial information, and to improve the chances of it being shown. For example: product price, internal links. The schemes can be implemented via GTM quite easily.

Google Scripts

AdWords Scripts are JavaScript code snippets that allows better campaign management with automated functions and interacting with external data. Google Ads scripts allow you to control that Google Ads data, when all you’re required to have is a basic knowledge of JavaScript. Many scripts can make the marketer’s life easier, such as a script that helps you improve your keywords and ads strategy by understanding how Google evaluates its relevance, or a script that pauses keywords with no impressions and thus saving money.

GTM - Google Tag Manager

If you want to understand the meaning of GTM, let’s talk about Switzerland. Switzerland is known for being a neutral country, the same as GTM which is a custom area within the website code that remains neutral. GTM allows you to add any type of code you need to measure variables or code elements to add new extensions or features. While Google Analytics is the place to analyze the website’s data, Google Tag Manager is where we implement the GA and the events we want to see in GA.

Custom dimensions and metrics

The next step to improve your website’s Analytics measurements is adding custom and relevant parameters to optimize your SEO management. Let’s look at an example: You have an AB testing platform that redirects the users to the same page but with different elements or colors. You would like to compare the conversion rate between the 2 versions either in numbers or percentages, and here is where Custom dimensions and metrics take place. Another popular use is if you want to discover how much time users spent watching a video on your website and what is the video percentage they have watched.

Digital marketing technology plays an important role when working on large scale projects. Over the years EMBOODO has gained expertise in various projects such as multinational airlines, large classified portals and online newspapers.