COURSE NAME : DIGITAL MARKETING

SKILL OFFERED ID 2234

PROJECT TITLE :BUILD A WEBSITE

PROJECT SUBMITTED TO :BHARATHIAR UNIVERSITY-
NAAN MUTHALVAN
YEAR 3
DEPARTMENT :COMMERCE
SEMESTER VI
GROUP NUMBER 004
MEMBERS OF THE GROUP:M.MATHUMITHA,
S.MEGA,
G.MUTHULAKSHMI,
S.NANDHINI,
U.NISHA
GUIDED BY :Dr.U.GOMATHI
SPOC NAME : N.PRIYADHARSHINI
 BUILD A WEBSITE

TABLE OF CONTENTS:
 Introduction
 Contents
1. Prioritize easy keywords for SEO
2. Do SEO for your existing pages
3. Create a free resource
4. Partner up for a joint course or webinar
5. Repurpose your content for other marketing
channels
6. Find guest blogging opportunities
 7. Syndicate your content
8. Engage with your audience on social media
9. Start a community of your own
10. Build an email list, start a newsletter
11. Get listed in local directories (for local
businesses)
12. Do outreach for link building
13. Get free press with digital PR
14. Get featured in newsletters or podcasts
15. Get featured in rankings or reviews
 Conclusion
INTRODUCTION:
Your business website is important to your business in that
it reflects your brand identity. This also means that you can use
your website to promote your brand, building your brand's
reputation and authority while also increasing its exposure and
awareness.
The following post will help you to understand how to use your
website to promote your brand:
Contents:
At the risk of sounding like a salesman, let me tell
you that not only do these marketing tactics exist, but they’re
also actually some of the most effective ones. We’ve been using
them, other marketers use them, and most of the big websites
I’ve seen to date use them.
 But that’s not all. You don’t need a degree in marketing
or to be a marketing pro to start promoting your website for free
and get results. Here are 15 ideas that go into the free, easy, and
effective basket.
1. Prioritize easy keywords for SEO
If you’re unfamiliar with SEO, it stands for search engine
optimization, and it allows you to get free traffic from search
engines like Google.

Overview of our beginner's guide to affiliate marketing

For example, our beginner’s guide on affiliate marketing gets an
estimated 24.4K visits from search engines every month.
One of the fundaments of the SEO process is to choose the right
keywords to create content for. Now, a tried and tested tactic for
new websites and websites without a strong backlink profile is
to choose keywords with low-ranking difficulty.

You can spot those keywords by mainly looking at two things:

How many backlinks from unique domains do the top-ranking

pages have?
Do the top-ranking pages belong to a domain with high topical
authority?
Here’s how you can do it using Ahrefs’ Keywords Explorer.
You can:

Enter a seed keyword (or multiple seed keywords).

Go to the Matching terms report and filter the KD (Keyword
Difficulty) metric to show keywords with up to 20 KD. This will
show you easy keywords based on backlink profile.
Pick a relevant keyword and open the SERP panel to see what
kinds of pages rank. If you see popular brands dominating, those
keywords may be hard to rank despite the low KD. SERPs
without brands like that should be easier to target.
Repeat step #3 for every relevant keyword on the list.
Keywords with KD lower than 20 based on "matcha" seed
keyword
Keywords with KD lower than 20 based on the “matcha” seed
keyword.
Example of a keyword with low KD and no "very strong"
brands
Example of a keyword with low KD and no “very strong”
brands.
Single low-competition keywords may not offer as much traffic
potential. But if you pile up a number of pages targeting these
keywords, you can end up with serious organic search traffic.
Also, low-competition keywords may convert better than their
more generic counterparts if they are specific enough. One of
the neat tricks to find keywords that can possibly convert to
sales is to check the CPC ad cost to see if people bid for those
keywords.

Keyword ideas sorted by CPC

So what to do with difficult keywords? Of course, you may
target them any time you wish, but note that they will probably
take more time (and backlinks) to rank.

Position history chart for our article on keyword research

Despite many factors in favor of our article on keyword
research, it reached #1 in the U.S. only after some four years of
content updates and earning backlinks. Even then, it could not
hold that position. KD 87 out of 100. Strong brands competing
on the same keyword. Data via Ahrefs’ Site Explorer.
RECOMMENDATION
You may also want to try out zero–search volume keywords, as
they are usually low-competition too. This article will introduce
you to the subject and show you the steps. Do note that this
tactic doesn’t always bring results and can be a bit more
complicated than what you’ve read above. Also, it may be more
suitable for some areas (B2B, emerging technologies) than
others.
2. Do SEO for your existing pages
Sometimes, you don’t need to create new content to get more
traffic. Your old content may just need some SEO work,
including:

More precise alignment with search intent to better serve the

meaning of the search query.
Refreshing the content, making it more up to date.
Introducing a unique value to show Google and searchers that
you have something new to add to the table (to Google, unique
content is quality content).
Optimizing your title tag to get more clicks from the SERPs
(search engine results pages).
Filling content gaps for more topical relevancy.
Adding internal links to distribute link equity.
At Ahrefs, we do these things to get more traffic regularly. With
multiple successes.

Nailed search intent (before and after results shown in line

graph)
Here’s how organic traffic to one of our articles grew after we
aligned with the search intent.
You can follow our step-by-step process with this guide:
Republishing Content: How to Update Old Blog Posts for SEO
3. Create a free resource
This tactic is all about creating valuable, unique content
that’s ideally centered around your brand or product—then
offering free access to the content.

Whether it’s a printable PDF guide or a tutorial series on

YouTube, focus on adding value for your audience. You’ll then
start seeing the magic of word of mouth at work.

Actual user feedback for “Blogging for business”

Actual user feedback for “Blogging for business,” our free video
tutorial course on how to grow your blog past 100K monthly
visitors.
But first, you need a proven topic for your free resource.

You can find inspiration for topics manually by visiting social

media profiles of authors and magazines in your niche and
looking at the engagement signals: likes, retweets, comments,
etc. Additionally, you can browse through online communities
and see what resonates with your target audience.

Sample content idea from Reddit

But there are also tools that can help you with this job.

One tool we recommend quite often for any kind of audience

research is SparkToro. Just plug in topics your target audience
frequently talks about to discover related topics and hashtags
(among many other things).

SparkToro search tool

And with an all-in-one SEO toolset like Ahrefs, you can broaden
your options with keyword research.

Matching terms report with applied filters

And on top of that, you can reverse engineer what worked for
your competitors.

Top pages report in Ahrefs' Site Explorer

Top pages report in Ahrefs’ Site Explorer will uncover pages
with the most organic traffic. You can also filter the results, as in
the example above.
RECOMMENDATION
Consider creating content tailored to platforms with native
distribution mechanisms. For example, you can create a course
on a site like Udemy on how to, say, paint Warhammer
miniatures and mention that you own a website on the topic with
more cool resources.
4. Partner up for a joint course or webinar
Look for other businesses that target a similar audience but do
not compete with you directly.

Then see if they are up for a content collaboration with you.

This way, you can pitch to their audience, and they get to pitch
to yours.

Here’s an example: In 2018, we worked with Buffer, a social

media scheduling tool, to create a webinar titled “How to Get
Website Traffic With Evergreen Content and Social Media
Marketing.”

Buffer + Ahrefs joint webinar

While the audience was comprised of digital marketers, our
products are different enough and do not compete with
each other.

5. Repurpose your content for other

marketing channels
Repurposing content is about using existing content and
“repacking” it for other marketing channels.
For example, you can chop a larger article into smaller pieces
and use them to promote the original piece via guest blogging.
Actually, it’s such a common technique that it has its own name:
the “Splintering Technique.”

Splintering technique for content repurposing

Or you can turn an article into a video and take advantage of
YouTube’s search engine and content recommendation
algorithms.

Article repurposed into a video

Our article on influencer marketing was repurposed into a video
and published on YouTube to reach even more people. Of
course, it can work the other way around too.
Or you can take an entire post, strip it down to a tl;dr version,
and publish it on Reddit.

Article repurposed into a tl;dr version posted on Reddit

This is something we did with our guide on keyword research.
There are other ways to take advantage of this tactic. Check out
our complete guide to content repurposing, where we share nine
ideas for that.
6. Find guest blogging opportunities
How can you promote your website while writing for others?

When you publish content for other websites, a number of things

happen:

You get a boost to your website traffic (although it’s not the best
method for consistent traffic).
You expose your brand to a new audience.
The earned link contributes to your backlink profile.
You can make new connections in the industry.
Apart from preparing a pitch that stands out from the crowd, the
key is to find the right places to publish.

For this, you can use Google with search operators. Then you
need to vet each page manually. Try our free website authority
checker for that last part.

Using Google with search operators to find guest posting

opportunities
Result from screening a website with Ahrefs' free authority
checker
With an Ahrefs sub and our SEO Toolbar, you can also vet the
websites right inside the SERPs.

Using Google with search operators and Ahrefs' SEO Toolbar to

find guest posting opportunities
Or use our Content Explorer to get additional insight to filter for
results that meet specific performance criteria.

Possible guest blogging opportunities filtered by DR and

website traffic
Possible guest blogging opportunities filtered by DR and
website traffic.
7. Syndicate your content
Content syndication is a similar tactic to guest blogging. The
only difference is that with content syndication, you publish the
same thing in multiple places.

Getting started with content syndication is practically the same

as guest blogging. You need:

Great content.
Potential syndicates (websites that can publish your content).
You can use the same process and tools as described above. The
only thing that changes is your search query. So you can use
something like “originally appeared on” + [topic].
A good pitch to get your foot through the door.
With syndication comes the option to self-syndicate. So unlike
guest blogging, you can self-populate your articles to other
platforms like Medium, Reddit, or LinkedIn. These platforms
have a large audience and their own distribution mechanism, so
you can get in front of people’s eyes for free.
Hubspot syndicating article on Medium
RECOMMENDATION
Use a backlink checking tool to see where authors of your
choice syndicate their content. In Ahrefs, go to Backlink’s
report, set the word or phrase filter to “Anchor with
surrounding text,” and type “originally appeared on” inside the
input field.
Backlinks profile with Anchor filter applied
8. Engage with your audience on social media
Social media platforms, including online communities, are
places where you can likely find your target audience. You just
need to figure out where exactly and how you can provide
unique value to them. If you have something important to say,
there will be plenty of opportunities to link to your website.

A link to a blog post that's part of a relevant answer on Quora

Example: posting answers on Quora.
Start by learning more about your audience. Again, for this,
I’ll recommend SparkToro.

Another way to find places that mention topics related to your

website (or even your website) is to use a web monitoring
tool like Google Alerts or our very own Ahrefs Alerts.

Sample Ahrefs Alert setup

Once you’ve zeroed in on your communities, you may want
to approach them with these universal tips in mind:

Pay attention to what works for each audience – After joining,

read the rules and dedicate some time to researching the group.
Look at how the existing members interact. Also, comment on
others’ posts while adding value and being helpful.
Post thoughtful, insightful comments – Others will begin to
return the favor. Don’t be a spammer.
Start referencing your own website after a while – Only do so
after you’ve spent a good amount of time giving back to the
community and making some friends. Even then, try to go about
it in a way that doesn’t scream “blatant advertisement.” Asking
for opinions or positioning your website as something that may
help people out are some ways to go about it.
RECOMMENDATION
You shouldn’t always expect referral traffic from your social
posts. Two reasons:
If there’s no natural way to include a link, don’t do it.
Otherwise, your content may be seen as a spam policy violation.
Social media platforms seem to prefer native continent, i.e.,
content that is to be “consumed” on the spot instead of accessed
via a link. This means sometimes you will have to trade links for
engagement.
Case in point. Have you heard about Miss Excel? Her software
training business can generate up to six figures per day. Not per
month, per day. Even Google Docs tried to correct me on that.

Incorrect autocorrect by Google Docs

Miss Excel gets customers through social media. But you can
rarely come across a direct link to her course in any of her posts.
Instead, she directly shares Excel tips on TikTok and Instagram.
Here’s a great interview on how she does what she does.
9. Start a community of your own
And how about creating your own
community? It may work if:
People genuinely like to share thoughts on topics related to your
website.
You can offer a unique value that will attract and retain your
audience.
Marketing Solved community promoting a free course
Marketing Solved is a popular marketing community run on
Facebook. Note the highlight.
Going further, we can see there are multiple benefits of having a
community tied to your website. In terms of promotional
aspects, the biggest benefit will likely be word of mouth.

Word of mouth is one of the most effective marketing channels.

It will start working organically when community members feel
like the value inside the community will benefit others. But you
can potentially influence word of mouth by giving people a
reason to talk, such as a new study you just published.

Sharing an original research study on Ahrefs Insider

This way, a community can naturally start to attract members
and, as a result, promote your website. Just keep in mind that
you shouldn’t expect overnight success with this tactic. Treat it,
rather, as a long-term investment with dividends paid as you go.

10. Build an email list, start a newsletter

Here’s why email marketing has been utilized by so many
marketers: It allows them to build an audience and communicate
with them directly and regularly. For free. An email marketing
list like that can become one of your most valuable assets.
Of course, building an email list is not that easy. But if email
marketing is done in tandem with quality content marketing, a
setup like that puts the process of list-building almost on
autopilot. All you need to do is to put up a sign-up form next to
your content.

Email sign-up form displayed next to an article

Before you run off and start looking for the best email app, do
make sure you’re on the right track:

You need to commit to publishing great content regularly –

After all, the content should attract people to your email list. If
you feel like you can use a step back to revisit your blogging
strategy, check out this list of 20 blogging tips.
What kind of newsletter will your audience like to read? For
example, we recently found that Ahrefs’ audience prefers to get
a short digest of each article we feature in the email instead of,
say, bare links to articles.
What will be unique about your newsletter? Do you plan to
include some kind of added value or exclusive content for your
email subscribers? Or will you keep it simple by offering people
the good ol’ “never miss a post again”?
11. Get listed in local directories (for local
businesses)
If you’re a local business owner, getting listed in local
directories is a must.

This is because people look for local services on the web all of
the time. For this, they use either local service directories or
simply plug in a keyword like “lawyer near me” in Google. In
the latter case, Google will usually point them to a local
directory.

SERP for "lawyer near me" dominated by map pack and

directories
Looking for a lawyer via Google these days? Well, you will
see mostly maps and links to directories.
Creating or claiming your Google Business Profile is a good
starting point. Setting up the profile is quite straightforward (and
free). However, what I recommend here is going a step further
and making sure your profile is optimized. Here’s how to do it
in 30 minutes.

Completing this step will make your business profile (hence,

your website) eligible to show up in Google Map Pack (the
search result with a map, as seen in the picture above), Google
Maps, and a local knowledge panel when someone looks for
your brand.
Next, add your business to relevant local directories. For
example, a lawyer may want to list their service for free with
Thervo.com. Just make sure to keep all information consistent
across platforms.

Once you’re done with adding your business to directories,

check out our guide on local SEO to take things a notch higher.
Among other things, this guide will show you tactics that can
improve your position in the local map pack and how to create
content for keywords with local search intent.
12. Do outreach for link building
Outreach done for link building purposes is a tactic where you
get your content in front of bloggers and influencers in your
industry. The aim is to get them to talk about you and link to
you.

This tactic is mainly utilized to boost the “authority” of your

pages in the eyes of Google so that these pages rank higher and
bring more search traffic.

Correlation between search traffic and referring domains

Our study of 1 billion pages found a strong, positive correlation
between the number of websites linking to a page and search
traffic from Google.
In its simplest form, outreach is the act of reaching out and
asking for a link back to your website. And yet, great outreach at
scale is a lot more than just asking for a backlink. The process
involves:

Creating content.
Finding prospects.
Segmenting your prospects.
Finding the right contact details.
Crafting your pitch.
Scaling your outreach.
Sounds easy, right? But there are actually a lot of details
involved that can make or break the process. Also, steps like
finding prospects or finding the correct emails are too tedious or
even impossible without the right tools.

Hunter's Sheets add-on filling email addresses the tool can find
The best way to go about your outreach process is to pick up a
tried and tested process you can simply follow to a T. Here’s
one from us, completely free:

RECOMMENDATION
Some backlinks will have a greater impact on your webpages
than others. Learn what makes a good backlink.
13. Get free press with digital PR
Digital PR (public relations) can do such an amazing thing:
carrying your message to your audience for you.

Link to a local lawyer's website in a magazine—a PR effort

And now you know a reputable music industry attorney. All
thanks to her commentary on an article about NFTs.
Promoting your website through digital PR includes:

Using services like HARO or SourceBottle to monitor journalist

requests – Sign up and wait for expert commentary requests
related to your website or important to your audience. Try also
following #journorequest on Twitter.
Newsjacking – This is about monitoring news to react with
expert commentary and thought leadership pieces.
Pitching linkable assets to journalists and bloggers – You can
use something you’ve already created or create something
special for that occasion.
All of the above tactics allow you to benefit in three ways:

Build awareness of your website

Send traffic to your website when people want to learn more
about you
Boost SEO if the commentary includes a live link to your
website
Backlinks report showing a link from a high-DR website
Being featured in the press is usually a great opportunity for
a high-DR link.
Here are two free tools from Ahrefs that can help you with your
digital PR efforts.

The first one is our aforementioned free website authority

checker. Thanks to it, you will be able to quickly see the
authority of the website.

The second one is our Ahrefs Webmaster Tools. You can use it
as a free way to monitor backlinks from your PR efforts.

Backlinks report with DR, anchor, and dofollow filters

With the Backlinks report, you can easily filter your backlinks
based on properties like DR, type of link, or the text inside the
anchor and the surrounding text. In this example, we see links
earned by a law firm from publicity around Johnny Depp’s
recent trial.
14. Get featured in newsletters or podcasts
Chances are that there is a newsletter in your niche that regularly
curates content found on the web.

And chances are, if your content is good enough, it can be

featured in one of those newsletters.

One of my articles featured in #SEOFOMO newsletter

One of my articles featured in #SEOFOMO newsletter
subscribed by +20K SEOs.
Naturally, a link inside a newsletter won’t count for SEO. But it
can lead to links from authors reading that newsletter. And in
any case, you’re putting your name on the map and making the
newsletter’s subscribers aware of you.

What you need to do here is to find relevant newsletters and

show your work in a well-thought-out outreach pitch:

Using Google with search operators to find newsletters

You can use the same process as with any prospecting process
explained in this article. Tip: use brackets to group multiple
terms.
Two words of advice:
Pitch only your best articles – Remember, you’re pitching to a
flesh-and-blood human, and they don’t like spamming.
Don’t worry if your content doesn’t get chosen this time – Try to
reforge that into a relationship with the editor. There will be
other chances.
15. Get featured in rankings or reviews
The web is full of rankings and reviews. Chances are that some
of them are related to what you do. Getting featured (and linked)
is a free way to get some direct referral traffic, boost your SEO,
and increase your brand awareness.

If you’re just starting out, you may want to build some

authority before you send your first pitch. Keep in mind that
editors will screen your website by a number of different
criteria—from website design, social media following, to even
personally testing your products, recipes, strategies, and
whatever you offer. Also, they may be actual experts on the
topic.

So, what may help you here is segmenting your outreach

prospects based on the authority of the website you’re targeting.
What you’ll do then is to start from smaller websites and move
your way up.
The backlink profile of a website can be a useful, quick proxy
for this, so you can use Ahrefs’ Site Audit or the free website
authority checker if you don’t own a subscription.

At all times, check your targets manually. This will help you
personalize your pitch and potentially discover additional
opportunities, such as a special section for “rising stars.”
"Rising stars" section in a newsletter
Another tip here is to focus on webpages that rank very specific
types of websites. They can be easier to reach out to since more
niche topics tend to have smaller audiences. So for example, if
you’re running a blog that focuses on low FODMAP cooking,
look for that kind of opportunity instead of “best food blogs.”

FOR EXAMPLE:
CROMPTON CEILING
FAN
Conclusion:
These aren’t the only possible ways to promote your website for
free. I do encourage you to experiment and double down on
what works. If you think something may work for your audience
(and even if it hasn’t been tried before), go for it. But make sure
to measure the results. Keep in mind that your marketing tactics
don’t need to be truly unique to be effective. One of the best
places to find promotion ideas will always be your competition
and other successful businesses—even if they operate in a
different industry.
These are just a few website promotion ideas that you can
implement into your marketing strategy in order to build
and promote your brand.