Link Building

What is Link Building ?

Link building is the practice of building one-way hyperlinks (also known as
“backlinks”) to a website with the goal of improving search engine visibility.
Common link building strategies include content marketing, building useful
tools, email outreach, broken link building and public relations.
What is Backlink ?
Your website link which placed on another website that’s known as
backlinks.
Why use Backlink or link Building ?
1. Help to get higher Google Page Rank.
a. Page Rank – Link Analysis Algorithm which provided by Google.
2. Increase Online Reputation of your website with Quality Backlinks.
What is Page Rank ?
1. Page Rank is links analysis algorithm which is provided by Google.
2. Started from 0 to 10 where average Page Rank is 3.
3. Google Re-Evaluates Page Rank about 3 to 4 times per year. So for
almost every 4 months Google Calculates your page rank.
How to increase Page Rank ?
1. Quality Backlinks
2. Quality Content
3. Submit website on search engine (Google Webmaster, Bing
Webmaster)
4. Online Reputation
What is Quality Backlinks ?
 1. Backlinks should come from those website which have High or Good
Page Rank than your website.
2. Backlink should come from those website which have Relevant
content as your website.
3. Create Backlink on targeted keywords
4. Create Do-Follow and No-Follow Backlinks.
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How to increase Backlinks ?
1. Directory Submission
2. Blog Connecting Service
3. Blog Submission
4. Social Bookmarking
5. Article Submission.
Quality Score :-
Quality score is a google rating of the quality and relevant of both
your keyword and cpc ads, it is determined your cost cpc and multiply by your
maximum bid to determine your ad rank in the ads action process.
Quality Score
1. Keyword
2. Relevance
3. User Experience
4. Ads
5. Landing page
6. CTR (click through rate)
 OS CPC = PR
OS CPC = PR
Keywords :-
Keyword are ideas and topics that define what your content is about and
we say a keyword in the context of search engine optimization is a particular
word or phrases that describe the contents of a webpage.
Importance of Keyword
Keyword are important because they are the linch pin between what
people are searching for the content you are providing to fill the need.

Types of Keyword :-
1. Short tail keywords :- that are made 3 word less and short tail
keyword have a huge amount of search volume but are also high
compare.
2. Long tail keywords :- Long tail keywords consist of more than 3
words. They have a much volume compare to a short tail keyword but
they make it up buy begin much less compatative.
3. Latent Semantics Indexing Keywords :- LSI that are closely related to
your main keywords.
For eg :-
Your keyword is lemon.
We can include lsi
1. Lemon tea
2. Organic lemon
3. Lemon juice
What is Keyword Research
Keyword research is the process of discovering words and phrases that
people use in search engines with the ultimate goal of optimizing content
around those terms.
Why is Keyword Research Important for SEO
Keyword research impacts every other SEO task that you perform, including
finding content topics, on-page SEO, and outreach and promotion.

What Are Keyword Match Types?

Keyword match types are the parameters that can be set on keywords.
These limits control which search terms trigger your ads to appear on
a search engine results page (SERP).
Keyword Match Types
1. Broad Match
Broad match: laptop computers
May show for: computers, desktop computers, sony computer reviews
 Broad match allows your ad to show on similar phrases and close
variations of the keyword. Close variations include misspellings, singular and
plural forms, acronyms, stemming, abbreviations, and accents.
Special Symbol : No
2. Broad Match Modifier
Broad match modifier: +laptop +computers
May show for: laptop computer reviews, laptop computer manual
Keywords with the “+” sign must appear in the user’s search exactly or
as a close variant, such as misspellings, singular/plural forms, abbreviations
and acronyms, and stemmings (like “computer” and “computing”). Additional
words may also appear in the user’s search.
Special Symbols ( + )
3. Phrase Match
Phrase match: “laptop computers”
May show for: laptop computers for sale
Allows your ad to show for searches that include the exact phrase and
possibly includes other words as well.
Special Symbols ( “ “ )
4. Exact Match
Exact match: [laptop computers]
Only show for: laptop computers
Allows your ad to show for searches that match the exact phrase
exclusively in that order, no other words.
 Special Symbols : [ ]
5. Negative Match
Negative match: -cheap
May show for: Other words similar to cheap, such as inexpensive or
sale.
Ensures your ad doesn’t show for any search that includes that term. For
example a search query for “cheap laptops” shouldn’t trigger the ad with
“cheap” as a negative.
Negative keywords can also be match-typed, except broad match
modifier. There are three types of negative keyword match types:
Negative exact: Would only not show when the exact term is the entire
query.
Negative phrase: Would not show anytime the term
showed anywhere in the query in that order.
Negative (essentially negative broad): Would not show anytime the
entire term showed anywhere in the search query in any order.
Special Symbols ( - )
Why Is Match Type Important?
Choosing a PPC (PAY PER CLICK) / CPC(COST PER CLICK) keyword match type is
an essential detail to consider when forming your keyword selection. As a
savvy PPC marketer, you can leverage the different uses of each match type
to improve the success of your campaigns.
Let’s dive into the four PPC keyword matching types.
1. PPC Match Type #1: Board Match
Broad match is the default match type that all your keywords are
assigned to. Broad match allows search engines to display your ads for terms
that are variations of the keywords in your account.
Your ads may show on searches that include misspellings, synonyms,
singular/plural forms, related searches, and other relevant variations. By
definition, broad match is going to match your selected keywords with the
broadest possible searches.
It is important to note that broad match can waste valuable PPC budget
by displaying your ad on irrelevant variations of your keyword.
 2. PPC Keyword Match Type #2: +Broad +Match +Modifiers
A broad match modifier is the big brother of the broad match type,
which is a more responsible, cautious version of the broad match. And in our
case, an older brother you can trust a bit more than broad match with your
Google Ads budget.
3. PPC Keyword Match Type #3: “Phrase Match”
Phrase match helps eliminate the risky, and potentially unnecessary
traffic than broad match and broad match modifiers produce.
4. PPC Keyword Match Type #4: [Exact Match]
Remember my silly fishing analogy about trying to catch a specific fish
versus casting a large net to get the most amount of fish? Well, now it is time
to spearfish with exact match!
How to Create Sitemap.xml
1. A sitemap is a list of all web pages of a website accessible to crawler and
user.
2. Html sitemap is build for website user to easily access a web pages.
3. Xml sitemap is build for crawler to easily crawl all web pages.
4. Crawler or web spider does not read sitemap in .html, .txt or other
format, it is read sitemap only in .xml format
5. Link -> www.your-domain-name.com/sitemap.xml
<?xml version="1.0" encoding="UTF-8"?>

<urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”
xmlns:xsi=”http://www.w3.org/2001/XMLSchema-instance”
xsi:schemaLocation=”http://www.sitemap.org/schemas/sitemap/0.9

http://www.sitemap.org/schemas/sitemap/0.9/sitemap.xsd”>

<url>

<loc>http://www.grras.com/</loc>
 <lastmod>2019-01-01</lastmod>

<changefreq>monthly</changefreq>

<priority>0.8</priority>

</url>

</urlset>

Sitemap Submission :
We can submit xml sitemap in different-different search engine’s
webmaster for fast indexing.

S.No Search Where Submit Direct Link

Engines
1 Google Webmaster www.google.com/webmasters
2. Bing Webmaster www.bing.com/toolbox/webmaster
Center

How to create Robots.txt

1. The Robot Exclusion Standard is also known as the Robots Exclusion
Protocol or robots.txt protocol
2. You need a robots.txt file only if your site includes content that you
don’t want search engines to index like your site Admin Panel.
3. User-agent:*
Disallow:/Admin Panel/
4. Link- www.domain-name.com/robots.txt
5. <meta name=”robots” content=”nofollow”>
<meta name=”googlebot” content=”noindex”>
Google Web Master Tools
 1. Google Webmaster Tools is a no-charge web service by google for
webmaster.
2. It allows webmasters to check indexing status and optimize visibility
of their websites.
3. This tool does not cover search results from other search engines,
such as Bing, Yahoo, or Baidu.
Content Marketing

 Content is the information and experience which shared and publish

in different form.
 Content marketing is the creation and sharing of media and
publishing content in order to acquire and retain customer.
o Useful ?
o Type
o Create
o Publish
o Shared
o Promote
 Resources for content marketing
o Social media
o Blogger
o Wikipedia
Social Bookmarking

 Bookmark your website on Social Media i.e called as Social

Bookmarking.
o Bookmark : Bookmark is a url (uniform resource locator) i.e
stored for later retrieval in any of various storage formats.
 In seo we need social bookmarking to increase backlinks.
 Mostly we get no-follow backlinks.
  Fastest way to increase backlinks for your website.
Google Analytics

 Google Analytics originated from a web analytics firm called urchin

which was acquired by google in late 2005.
 Google Analytics is a services offered by Google
 It generates detailed statistics about a website’s traffic, traffic sources
and measures conversion.
 Google Analytics can track visitors form all referrers, including search
engines and social networks, direct visits and referring sites.
 You can submit either website or mobile app on Google Analytics to
collect statistics about traffic
Key Points

 Session
 Bounce Rate
 User
 Page view
Difference Between Google Webmaster and Google Analytics ?
Google Webmaster :- google webmaster tool does note cover search result
from other search engines such as Bing, yahoo or Baidu.
Google Analytics :- google Analytics can track visitors from all referrers,
including search engines and social networks, direct visits and referring sites.

What is Facebook Ads Manager?

The Ads manager is where you go to create and manage your campaigns, of
course! In full, you can use the ads manager to:
  Set up Facebook ad campaigns
 Create new ad sets and ads
 Manage Facebook ad bids
 Target many different audiences
 Optimize your ad campaigns
 Keep track of your campaigns’ performance
 A/B test your Facebook ad campaigns
How to use and navigate the Ads Manager
There are three ways to access your Facebook Ads Manager account:

 Use this link that will take you to your Ads Manager account (You better
bookmark the link for quick access!)
 Click on the drop-down arrow in the upper-right corner of any Facebook
page (that you have Admin access to) and select “Business Manager” in
the drop-down menu.
 Use Facebook’s Ads Manager mobile app to access and manage your ad
campaigns anytime and anywhere.
If you’ve never used the ads manager before, it can be quite a lot to take in
at first. The bulk of your screen will consist of four tabs:
1. Account Overview
2. Campaigns
3. AdSets
4. Ads

Let’s have a look at this map to get an idea of how to navigate the Ads
Manager:
Once you start clicking around, you will find that there are all kinds of data
and tools available for you to use.
All of your advanced reports, pixels, saved or custom audiences and other
tools are available in the top left corner of the screen where it says “Ads
Manager”. Hover there and then hover over “All Tools” in the bottom of the
window to view all of your creation, planning, measurement, and asset tools
you should be using as well as your settings for the ad account.
How to Set Up a Facebook Ad Campaign
In order to create a campaign, you should of course be on the “campaigns”
tab. From there, click on the green “+Create” CTA to create a new campaign
from scratch!

Facebook does a good job to guide you through creation. Once You’ve
selected to create a campaign, you’ll see this:
Step 1: Select Your Campaign Objective
Now, on Facebook you can choose from a handful of campaign objectives that match your
advertising goals. For example, if you are looking to drive traffic to a physical location you
would use “Local Awareness”. If you’re driving traffic to a website, you want to use
“Conversions”.

Here’s the complete list of Facebook campaign objectives available:

 Brand awareness
 Local awareness
 Reach
 Traffic
 Engagement
 App installs
 Video views
 Lead generation
 Conversions
 Product catalog sales
 Store traffic
 Messages
Step 2: Give Your Ad Campaign a Name
After we have decided our campaign type, let’s give our campaign a name. This may
seem like a fairly simple step, but it is actually very important to adopt useful naming
conventions for your campaigns when you start with Facebook advertising so you can
easily organize your campaigns as you scale and run more of them. It also sets you up for
hyper-efficient reporting later on when it comes time to analyze your results.

For example, you should always include the date range the campaign will be running in
your campaign name. Depending on whether you are advertising for your own business or
for clients, you can add more elements in your campaign name:

 Client name/ website

 Target Audience/ Location
 Custom Audiences
 Creative Type ( Video? Carousel?)
 Facebook Page, etc

Hopefully this gives you some good ideas to keep your campaigns organized and simplify
reporting later on with custom campaign names. After you select your objective, you can
also choose to create a split test on the campaign or optimize your budget.
 Creating a split test, or an A/B test allows you to run experiments and collect data that
shows you the best performing creative, placement, audience and delivery optimization
strategies
Lets move on and set up our audience

Step 3: Set Up the Audience Targeting

Facebook offers a lot of powerful ways to target audiences. The next step is where you
will create your adsets, or audiences.

If we think back to the last chapter, you should recall your main ads manager screen has a
campaigns tab, adsets tab and an ads tab.

The ads and adsets are contained within your campaign, with the ads containing a specific
combination of creative and an adset containing a specific audience and budget. In this
phase of your campaign setup, you have two options:

 Create a new Facebook target audience

 Use a Saved Audience
Custom or lookalike audiences are another extremely powerful targeting option for you. In
a nutshell since this is a topic for another chapter: with custom audiences, you can create
audiences based on your website traffic with something called the Facebook Pixel. The
pixel allows you to build audiences in addition to track events (“conversions” that occur on
your website, so this is something you will want to install immediately if you haven’t done
so already. You need to create these custom audiences from the assets -> audiences
section of your ads manager. They cannot be created during campaign creation.

Now lets fast forward to our audience. This section looks like this:
Step 4: Set Up Your Ad Placement
By default, Facebook will have “automatic placements” selected which can include Facebook, Instagram and
Audience Network, but generally will use the placements optimized to give you best results. You can also
choose to edit your placements if you have some data on what placement works best for you.

The full list of placements are:

Facebook

 Feed
 Instant Articles
 In-stream videos
 Right column
 Marketplace
 Stories
Instagram

 Feed
 Stories
Audience Network

 Native, banner and interstitial

 In-stream videos
 Rewarded videos
Messenger

 Inbox
 Sponsored messages
How to select your Facebook ad placements?
If you’re setting up your first campaign, we recommend that you use the Automatic
Placements.

However, if you’re trying to get people convert on your website and it’s difficult to navigate
on mobile, de-select the Mobile Newsfeed, Instagram and Audience Network placements.

Here are the ad placements recommended by Facebook for every campaign objective:

 Brand awareness: Facebook and Instagram

 Engagement: Facebook and Instagram
 Video views: Facebook, Instagram and Audience Network
 App installs: Facebook, Instagram and Audience Network
 Traffic (for website clicks and app engagement): Facebook and Audience Network
 Product catalog sales: Facebook and Audience Network
 Conversions: Facebook and Audience Network
Step 5: Set Up Your Campaign Budget and Bidding
Step 6: Set Up Your Facebook Ads