Digital Marketing

SEO and Analytics

DIGITAL MARKETING

• Digital marketing, also called online marketing, is the promotion of brands

to connect with potential customers using the internet and other forms of
digital communication. This includes not only email, social media, and
web-based advertising, but also text and multimedia messages as a
marketing channel.

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How digital marketing is
helping to run a
business?
HOW DIGITAL MARKETING IS HELPING TO RUN A BUSINESS?

• Reach Customers - Search Engine & Social Media

• Web Analytics - Track customers

• PPC / Social Media - lower costs & more ads

• Online store - off hours of business

• Logistics - Ship & Track

• Customers Experience - Reviews & Feedback

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Inbound & Outbound
Marketing
INBOUND & OUTBOUND MARKETING

• Inbound marketing is a strategy where you create content or social media

tactics that spread brand awareness so people learn about you, might go to
your website for information, show interest in your product, and potentially
make a purchase.

• Outbound marketing involves proactively reaching out to consumers to get

them interested in a product

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Offline Marketing
VS Online Marketing
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Channels of Digital
Marketing
CHANNELS OF DIGITAL MARKETING
• SEO

• PPC

• SMM

• Email Marketing

• Content Marketing

• Mobile Marketing

• ORM

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Organic Search Results &
Paid Search Results
ORGANIC SEARCH RESULTS & PAID SEARCH RESULTS

Paid Search Results

Organic Search Results

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Search Engine
Optimization (SEO)
SEARCH ENGINE OPTIMIZATION (SEO)
• SEO stands for search engine optimization, which is a set of practices designed to
improve the appearance and positioning of web pages in organic search results.
Because organic search is the most prominent way for people to discover and
access online content, a good SEO strategy is essential for improving the quality
and quantity of traffic to your website.

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ADVANTAGES OF SEO
• You Can Generate More Quality Leads

• You Don’t Have To Pay To Rank Organically

• People Trust Organic Results

• You Can Stay Ahead Of The Competition

• You Can Measure SEO Results

• SEO Is A Long-term Marketing Strategy

• Provides Better User Experience

• You Can Build Relationships With Other Websites

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SEARCH ENGINE OPTIMIZATION (SEO)
• Good SEO involves many different activities, such as:

• Identifying relevant keywords with good search traffic potential

• Creating high-quality, useful content and optimizing it for search engines and for
users

• Including relevant links from high-quality sites

• Measuring the results

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How Search Engine
Works?
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WHAT IS SEM? WHAT IS THE DIFFERENCE BETWEEN SEO AND
SEM?
• Search marketing is a technique to improve visibility, ranking, and traffic, and both
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are
categories of it.

• SEM and SEO play a significant role in improving traffic and visibility in the search
results. Both of these techniques are opposite of each other but work with the
same intentions and outcomes.

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WHAT IS SEM? WHAT IS THE DIFFERENCE BETWEEN SEO AND
SEM?

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WHAT IS SEM? WHAT IS THE DIFFERENCE BETWEEN SEO AND
SEM?

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DIFFERENCE BETWEEN PAGE TITLES AND META DESCRIPTIONS
• Page Titles and Meta Descriptions are short pieces of HTML code found in every web page. They
show the title of the web page and its description, similar to the title and blurb on the front and back
of a book. They tell you what the book (or page) is about before you open it (or click the link).

• Page titles and meta descriptions act as a short summary device that internet users can use to
decide whether the page listed in a search engine’s index contains the information that will answer
their query.

• You are probably used to seeing page titles and meta descriptions every day within search engine
results, such as the classic 10 blue links you used to see in Google’s search results but didn’t know
their name (until now).

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DIFFERENCE BETWEEN ON-PAGE & OFF-PAGE SEO & DIFFERENT
FACTORS AFFECTING IT
On-page SEO involves optimizing different parts of your website that affect your search engine rankings and off-
page optimization. You must continuously revise it if you want to maintain or improve the ranking. The main
components of on-page optimization are:

• Title of the page

• High-quality content

• URL structure

• Meta description tag

• Optimized Image with alt tags

• Page Performance

• Internal linking

• Off-page SEO:

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DIFFERENCE BETWEEN ON-PAGE & OFF-PAGE SEO & DIFFERENT
FACTORS AFFECTING IT
Off-page SEO focuses on increasing the authority of your domain by getting links from other websites. It depends on
another web page to improve your site rankings. The most important off-page ranking factors include:

• Backlinks

• Social bookmarking

• Guest blogging

• Social media engagement

With on-page SEO you have full control, but with off-page SEO you do not have full control because backlinks,
reviews, and other off-page SEO factors rely on the behavior of others. A website must be optimized for both on-
page and off-page SEO to rank well.

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SOCIAL MEDIA MARKETING

Social media marketing is the process of creating content for social media platforms to promote your products
and/or services, build community with your target audience, and drive traffic to your business. With new features and
platforms emerging every day, social media marketing is constantly evolving.

• You reach large audiences .

• You have a direct connection with your audience .

• You have access to paid advertising services .

• You build your brand .

• You can create viral content .

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SOCIAL MEDIA

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WHAT IS HOSTING?

Hosting is a service that makes your site or web application accessible on the
internet. It's also one of the most essential elements to consider when
building a website.

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WEB HOSTING COMPANIES

• GoDaddy

• Hostinger

• HostGator

• Bluehost

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WHAT ARE THE MAJOR GOOGLE RANKING FACTORS?
• Quality and Structure of content
• Quality and Relevant Backlinks
• Page Speed
• Image alt-text
• Mobile Friendliness
• User experience
• Content Freshness

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ON-PAGE AND OFF-PAGE OPTIMIZATION
• On-page optimization: On-page SEO (also known as “on-site” SEO) is the act of optimizing
different parts of your website that affect your search engine rankings. Where your
website appears in search engine results pages is determined by a number of ranking
factors including site accessibility, page speed, optimized content, keywords, title tags,
etc. On-page SEO is about optimizing the stuff that you have control over and can change
on your own website.

• Off-page optimization: Off-page optimization refers to technique that can be used to

improve the position of a website in a search engine results page (SERPS). Many people
associate off-page SEO with link building but it is not only that. It is also used in promotion
methods like blogging, website design, social bookmarking, etc...

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WHAT IS A TLD?
• The last portion of an internet address is the top-level domain (TLD). There are many sorts
of TLDs accessible, such as .com, .net, .org, .co, .in, and so on.

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SITEMAP
• Sitemap is actually a file which contains the list of all the webpages which are present in
your website and are visible to and accessible by the search engines as well as the users
of the webpage. It is helpful to the users for navigating through the website easily and to
the search engines for indexing the website.

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HTML SITEMAP
• HTML sitemap is a new website that allows people to view a list of pages structured to
understand and traverse the site quickly. An HTML sitemap isn't essential if your website
has a few user-accessible sites. HTML sitemaps are very beneficial if you have a large
website.

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META TAGS IN SEO AND THEIR CHARACTER LIMITS
• Meta tags are invisible. These tags provide information about your webpage to search
engines and website visitors. There are four important meta tags in SEO.

• Title tag — Google shows 55-64 characters (better to keep it under 60 characters)
• Meta Description tag — 160 characters
• Meta keywords tag - not more than 10 phrases keywords
• Robots Meta tag – It has four main values (follow, index, nofollow, noindex)

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HOW TO MAKE A URL SEO FRIENDLY
• Start with your page title
• Remove special characters
• Remove numbers
• Remove superfluous information
• Boil it down to a keyword
• Add keyword modifiers (optional)
• Make it readable (optional)
• Make it lowercase
• Replace spaces with hyphens

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WHAT IS A SERP ? EXPLAIN TYPES OF SEARCH RESULTS.
SERP or search engine result page is the list of results obtained when a user searches for
something online using a search engine, such as Google. SERPs may look different for each
query, however, Google’s search results are made up of the following components:

• Sponsored Results and Ads

• Organic Search Results
• Related Searches

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WHAT IS FEATURED SNIPPETS ? TYPES OF FEATURED SNIPPETS
Featured Snippets are short excerpts of text that Google automatically pulls from a website in
the interest of directly answering the searcher's query, sometimes without the need for a
click-through

Types of Featured Snippets

• The Paragraph Featured Snippet
• The Table Featured Snippet
• The List Featured Snippet
• The YouTube Featured Snippet

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DIFFERENCE BETWEEN A DO-FOLLOW AND NO-FOLLOW AND
HOW ARE THEY USED?
Nofollow links exist because we don’t want every single webpage or link to be something a
search engine crawls and ranks. Therefore, no-follow link attributes tell search engine bots
not to follow a certain link. The link is still clickable for a user, but not followed by a bot. On
the other hand, all other links could be considered do-follow links, even though they don’t
have to have special attributes to tell the search engine bots to follow them—the bots will by
default.

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WHAT IS "ALT" TEXT? WHY SHOULD WE USE THIS WHILE
DESIGNING WEB PAGES?
Alt text' is a contraction of 'alternative text'. It's a short written description of an image, which
makes sense of that image when it can't be viewed for some reason. Well-written alt text is
important to your website's accessibility, and its search engine optimisation (SEO)

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