DIGITAL MARKETING What is DIGITAL MARKETING DEFINITION Digital

DIGITAL MARKETING

What is DIGITAL MARKETING DEFINITION • • Digital Marketing is the promotion of products or services across digital channels like Internet, Mobiles etc. Digital marketing encompasses all marketing efforts that use an electronic device or the internet. METHODS • Search Engine Optimisation (SEO) • Search Engine Marketing (SEM) • Content Marketing • Social Media Marketing • Mobile Marketing • E Mail Marketing • Affiliate Marketing • Web Analytics

SEO – SEARCH ENGINE OPTIMISATION • Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

(SEM) – PPC, ADWORDS • Search Engine Marketing (SEM) is the process of gaining website traffic by purchasing paid ads on search engines.

Difference between SEO and SEM • SEM is usually more expensive than SEO. • SEM can have an instant impact and drive traffic immediately. • SEO usually takes several months to get results.

SOCIAL MEDIA MARKETING Social Media Marketing refers to the process of gaining traffic or attention through social media sites. • • • Facebook Marketing Twitter Marketing Linkedin Marketing Video Marketing (Youtube) Instagram, Pinterest, Tumblr, Quora, Google Plus.

WEB ANALYTICS Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. • Locations • Traffic sources • Audience • Demographics • Conversion tracking • Bounce rate • Page views • Device Types

• Affiliate Marketing - Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products / Services. • Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting your brand. • E Mail Marketing is the use of E Mail to promote products/services by developing relations with potential customers and turning them into loyal customers. • E Commerce Marketing - Ecommerce marketing is the process of driving sales by raising awareness about an online store's brand product offerings. • Online Reputation Management – ORM is the process of improving or restoring the reputation of your brand. • Blogging and Adsense – Writing an online blog, building traffic and earning money by displaying advertisements.

SEO

HOW THE INTERNET WORKS

INTERNET BASICS • Internet Service Provider (ISP) – A service that allows users to access the internet through their server. • IP Protocols – Computers use IP Protocol to communicate with each other. • Domain Name System – DNS translates numerical IP addresses to words which can be easily remembered. • Uniform Resource Locator (URL) - Addresses for web sites are called URLs. • HTTP and HTTPs – Hypertext Transfer Protocol. • Browser – Internet Explorer, Mozilla Firefox, Google Chrome. • Client - If a computer has a web browser installed, it is known as a client. • Server - A host computer that is capable of providing information to others is called a server.

WEB DESIGN AND ARCHITECTURE • Website Languages – HTML(Structure and Content), CSS(Presentation – Fonts, Colors etc), Javascript(Interaction). • Difference between Dynamic and Static websites. – Eg - http: //www. harveywaters. com. au/ • Domain, Subdirectory – Eg – https: //in. yahoo. com/ and https: //www. msn. com/ • Country TLD extensions. • Domain registration and Hosting. • Mobile Responsive Websites and CMS.

OVERVIEW OF SEARCH ENGINES • Major search engines – Google, Bing, Yahoo, Ask. com, AOL. com, Yandex. ru etc. • Google #1 – 75% of all searches happen through Google and 93% of all searches on mobiles and tablets happen on Google. • Bing is owned by Microsoft and holds 8% of the search engine market share. • Google is the most visited website on the internet processing over 1, 000, 000 search queries in a day. • Google was founded in 1998 by Larry Page and Sergey Brin. • 99% of Google’s revenues are from advertisements.

UNDERSTANDING SERP • Google Adwords - Top and bottom half • Google places for location specific queries • Organic listings – 10 per page • 3 Components of a search result – Title, Meta description, URL, Ratings • Related search terms and Autosuggest • News, Images, Videos and Privacy settings.

SEARCH ENGINE BASICS • Crawling – (Googlebot, Spider) Crawling is the process by which search engines discover updated content on the web, such as new sites or pages, changes to existing sites, and dead links. • Indexing – (Indexer) Once a search engine processes each of the pages it crawls, it compiles a massive index of all the words it sees and their location on each page. It is essentially a database of billions of web pages. • Ranking – (Query Processor) Once a keyword is entered into a search box, search engines will check for pages within their index that are a closest match; a score will be assigned to these pages based on an algorithm consisting of hundreds of different ranking signals.

KEYWORD RESEARCH

TYPES OF KEYWORDS • Customer Life Cycle – Research, Consideration, Purchase and Loyalty. • Research keywords tend to contain one or two words • Consideration keywords tend to contain two or three words • Purchase keywords tend to be long tail – having three or more words • Loyalty keywords are brand based. These tend to be shorter

KEYWORD ANALYSIS TOOLS • Keyword Tool - https: //keywordtool. io/google • Adwords Keyword Planner - g. co/etoaw • Wordtracker - https: //www. wordtracker. com/ • KW Finder - https: //kwfinder. com/ • Moz Keyword Explorer - https: //moz. com/explorer/ • Spy. Fu - https: //www. spyfu. com • Google Trends - https: //trends. google. com/trends/? geo=IN

KEYWORD MAPPING

ON PAGE SEO

TITLE TAG OPTIMISATION • Title tags tell the search engines what the Webpage is all about. • Title tags should be 5060 characters long, including spaces. • Write Title tags keeping Click through rates in mind including keywords. • Research results which are currently ranking well and Adwords copies to get ideas for title tags.

URL OPTIMISATION Keywords in url • Keep URLS simple relevant and compelling • Use Hyphens to separate words • Lower case to be used for urls • Stop words in URL

META DESCRIPTION • Right click and view page source on the page to locate the meta description. • Insert Keyword in the Meta Description. • Use Yoast SEO Plugin on Wordpress to edit meta description. • Optimize meta description for Click Through Rates.

IMAGE OPTIMISATION • Use https: //compressor. io/ to reduce the size of images • Image Alt Text • Description • Image File name • Caption

SEO CONTENT WRITING • Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. • Keyword stuffing(do not use your keywords more then density) • Copy difficulty level(content must be in easy language) • Plagiarism and Duplicate Content - https: //www. duplichecker. com/ https: //www. copyscape. com/ • How to create detailed descriptive content using Titles, Bullet points, Images, Videos, Downloadable files, Authority references, Internal Linking and external linking etc.

HEADER TAGS OPTIMISATION • How to inspect element and view page source to find header tags. • H 1 – Usually the title tag • H 2 – Sub topic • H 3, H 4 etc.

ANCHOR TEXT OPTIMISATION • Add related Products / Services etc within the page to ensure user retention. • Add keywords of the target page as the anchor text. • Ensure anchor text variation to prevent over optimization.

SPEED OPTIMISATION • Google Speed Test - https: //developers. google. com/speed/pagespeed/insights/ • Minimize and Reduce file size – Reduce number of pictures and videos and remove unnecessary formatting. https: //compressor. io/ • Choose the right hosting – Shared hosting vs dedicated hosting. • Enable Compression to reduce load time upto 70 % - https: //checkgzipcompression. com/ • Use external hosting for videos – Use Youtube to upload videos and embed in the site.

WEBMASTER TOOLS • Add and Verify a Property on Google Webmaster tools. • Search Analytics – Clicks, Impressions, CTR, Positions. • Links to the Website • International Targeting • Google Index Status • Fetch as Google, Crawl Errors, Crawl Stats and Robots. • Sitemaps – Create and Upload a sitemap. • Webmaster Guidelines.

OFF PAGE SEO

BACK LINK METRICS • PAGE RANK – Page. Rank (PR) is a calculation, which evaluates the quality and quantity of links to a webpage to determine a relative score of that page’s importance and authority on a 0 to 10 scale. • Link Juice / Link Authority – Link Authority is a term used by SEOs referring to the Authority or value that a backlink passes from one webpage to another. • Domain Authority - Domain Authority is a measure of how well a website is likely to perform in SERPs. It's a search engine ranking score developed by Moz. • Page Authority - (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). • Tools to check DA and PA - https: //smallseotools. com/domain-authority-checker/ https: //www. robingupta. com/bulk-domain-authority-checker. html

TYPES OF LINK BUILDING • White hat, Black Hat and Grey Hat Link Building. • No Follow and Do Follow links. • Free links vs Paid links. • Anchor text Variation, Page Relevancy. • Country TLD of referring Link. • Link placement on Website.

SOCIAL MEDIA LINKS • Facebook Page • Twitter • Linkedin Company Page • Google Plus Profile • Youtube • Instagram

DIRECTORY SUBMISSION • Free and Paid Directories - Examples • http: //www. webdirectory. co. in/ • https: //scrubtheweb. com/ • http: //www. seodirectoryonline. org/ • https: //thalesdirectory. com • http: //www. prolinkdirectory. com

ARTICLE SUBMISSION • http: //www. articlebiz. com • http: //www. openarticles. com • http: //www. articlesbd. com

CLASSIFIED SUBMISSION • https: //www. findermaster. com/ • https: //www. grotal. com/ • https: //www. freeadstime. org/

BUSINESS LISTING SITES • https: //www. justdial. com/ • https: //www. hotfrog. in/ • http: //www. indiacatalog. com • https: //www. indiamart. com/

Q and A WEBSITES • https: //www. quora. com/ • https: //in. answers. yahoo. com/

FORUM SITES • Keyword + Forum • https: //www. warriorforum. com/ • https: //www. reiclub. com/forums/index. php • https: //www. storeboard. com/forums • http: //www. indianrealestateboard. com/forums/forum. php

WEB 2. 0 SITES https: //www. blogger. com https: //wordpress. com/ https: //www. tumblr. com/ https: //www. weebly. com/in https: //www. evernote. com

VIDEO SHARING SITES • Youtube - https: //www. youtube. com/ • Vimeo - https: //vimeo. com/ • Dailymotion - https: //www. dailymotion. com/in

IMAGE SHARING WEBSITES • Flickr - https: //www. flickr. com/ • Pinterest - https: //www. pinterest. com/ • Photobucket - http: //www. photobucket. com/ • Behance - https: //www. behance. net/

BLOG COMMENTING • http: //dropmylink. com/ • Keyword + Blog commenting • Blog commenting through Wordpress

GUEST BLOGGING • Keyword + Submit Guest Post • Keyword + submit blog post. • Keyword + contribute to our site. • Connecting with Guest Bloggers.

COMPETITORS BACKLINKS • Use backlink tools to find competitors links - http: //www. backlinkwatch. com/ , https: //smallseotools. com/backlink-checker/ • Use Domain Authority Checker to find high DA websites. • Replicate the link for your own websites.

LOCAL SEO

GOOGLE MY BUSINESS • Login to Google My Business

• Enter the local address of the business.

• Drag the Google Map to your business location.

• Choose the business Category.

• Add contact number and Website.

• Finish and Verify the business.

• Enter your E Mail to receive postcard by E Mail.

CITATIONS AND NAP • NAP – Name , Address and Phone Number. • Maintain NAP consistency – Same NAP information on your website and other websites. • Build citations from local directories as well as industry specific directories. • Top 50 Citation Websites - https: //www. brightlocal. com/2018/02/08/top-50 -local-citationsites/

CUSTOMER REVIEWS • Quality and Quantity of reviews affect the rankings on Google maps. • Get customer reviews from Google, Local directories, Faceboook etc.

ALGORITHM UPDATES

PANDA UPDATE • Launch date: February 24, 2011 • Targeting - Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing. • Panda assigns a so-called “quality score” to web pages; this score is then used as a ranking factor. • How to Adjust - Run regular site checks for content duplication, thin content and keyword stuffing.

PENGUIN UPDATE • Launch date: April 24, 2012 • Targeting - Spammy or irrelevant links; links with over- optimized anchor text. • Google Penguin’s objective is to down-rank sites whose links it deems manipulative. • How to Adjust – Monitor the backlink profile of the website using Google Webmaster Tools and Disawow Spam links.

HUMMINGBIRD UPDATE • Launch date: August 22, 2013 • Targeting - Keyword stuffing; low-quality content • Hummingbird helps Google better interpret search queries and provide results that match searcher intent (as opposed to the individual terms within the query). While keywords continue to be important, Hummingbird makes it possible for a page to rank for a query even if it doesn’t contain the exact words the searcher entered. • How to Adjust – Use LSI keywords and related terms in your content.

MOBILE UPDATE • Launch date: April 21, 2015 • Targeting – Poor mobile usability • Google’s Mobile Update ensures that mobile-friendly pages rank at the top of mobile search, while pages not optimized for mobile are filtered out from the SERPs or seriously down-ranked. • How to Adjust – Use mobile optimized websites and AMP(Accelerated Mobile Pages).

SEO TOOLS • Moz Open Site Explorer - https: //moz. com/researchtools/ose/ • SEMRush - https: //www. semrush. com/ • Moz Toolbar - https: //moz. com/products/pro/seo-toolbar • Domain Authority checker - https: //www. seoreviewtools. com/bulk -seomoz-authority-checker/ • Duplicate content checker - https: //www. copyscape. com/ • Broken link checker - https: //www. brokenlinkcheck. com/ • Site Audit tool - https: //www. seoptimer. com/

RESOURCES • David Murray’s Youtube Videos - https: //bit. ly/2 Uh 9 QPq • Google Webmaster Guidelines - http: //bit. do/goglewebmasterguidelines • Google Search Quality Guidelines - http: //bit. do/google-quality-guidelines • Google ranking factors - https: //backlinko. com/google-ranking-factors • Backlinking Methods - https: //backlinko. com/link-building

THANK YOU