Welcome to the Professional Course

Digital Marketing
Specialized for Remote Jobs


Instructed by
Ferdous Shareef
Certified Digital Marketing Analyst & Researcher (Google & Meta Certified)
CEO & Chief Academic Staff (WhirlMark Academy)
Digital Marketing Manager (Remote)
Se7enCoders Inc. CA (2019-Present)
Former:
Digital Marketing Specialist- PCMAG, USA
Content Strategist- Novus Healthcare, Australia
 Module 2: Website Optimization
Session 1: Basics of UX, SEO, and Its Importance

What to Cover in this Session?
 1. Definition of UX and Its Importance.
 2. SEO Basics (Definition, Types & How It Works).
 3. Overview of SEO Algorithm and How it Works.
 1. Definition of UX and Its Importance.


- UX in digital marketing refers to the holistic experience users have
when interacting with digital products or services, such as websites,
mobile apps, or online platforms.

- It encompasses the design, usability, accessibility, and overall

satisfaction users derive from their digital interactions.

- In digital marketing, UX plays a pivotal role in shaping user

perceptions, behaviors, and ultimately, the success of marketing
campaigns.
 1.2 Factors of UX That Matter in Digital
Marketing

 Responsive Design: Ensuring that digital assets are optimized for various devices and screen
sizes is essential for providing a consistent and user-friendly experience across different
platforms, such as desktops, smartphones, and tablets.
 Page Speed: Fast loading times are critical for reducing bounce rates and improving user
satisfaction. Slow-loading websites can deter users and negatively impact search engine
rankings, making page speed optimization a crucial factor in UX and digital marketing.
 Intuitive Navigation: Clear and intuitive navigation enhances usability and helps users find the
information they need quickly and easily. Digital marketers should prioritize organizing content
in a logical manner and implementing navigation menus that are easy to understand and
navigate.
 Visual Design and Branding: Visual elements such as color schemes, typography, imagery, and
branding contribute to the overall aesthetics and personality of digital assets. Consistent
branding and visually appealing design create a memorable and cohesive user experience that
reinforces brand identity and messaging.
 Smooth Checkout Process: Smooth checkout process plays vital role to expand your business
and building and trustworthy relationship with your customers.
 1.3 Importance of UX in Digital Marketing


 User Engagement and Retention: A positive UX keeps users engaged and encourages them to return to your digital
assets, such as websites or apps. This fosters user retention and strengthens brand loyalty, vital aspects for long-term
success in digital marketing.
 Conversion Optimization: By optimizing UX elements such as intuitive navigation, clear calls-to-action, and seamless
checkout processes, digital marketers can enhance conversion rates. A smooth user journey reduces friction and
encourages users to take desired actions, such as making a purchase or signing up for a newsletter.
 Brand Perception and Trust: A well-crafted UX instills confidence in users and enhances brand perception. When users
have a seamless and enjoyable experience interacting with your digital assets, they are more likely to trust your brand
and develop positive associations, which can lead to increased engagement and conversions.
 Search Engine Optimization (SEO): User experience is a crucial factor in search engine algorithms. Search engines
prioritize websites and pages that offer a good user experience, such as fast loading times, mobile-friendliness, and
relevant content. Therefore, investing in UX improvements can indirectly benefit your SEO efforts by improving your
website's visibility and rankings in search engine results.
 Data-Driven Decision Making: UX research and analysis provide valuable insights into user behavior, preferences, and
pain points. By leveraging user data, digital marketers can make informed decisions about optimizing digital assets,
tailoring marketing messages, and targeting specific audience segments more effectively.
 2: SEO BASICS (Definition, Types & How it
Works)

- SEO, or Search Engine Optimization, is a fundamental aspect of digital
marketing focused on optimizing a website's visibility in search engine results
pages (SERPs). It involves various strategies and tactics aimed at improving a
website's rankings for relevant keywords and phrases, ultimately driving
organic (non-paid) traffic to the site.
- SEO is the process of enhancing a website's quality and relevance to increase
its visibility and ranking in search engine results for specific keywords and
phrases. It encompasses both on-page and off-page optimization techniques
to improve a website's authority, relevance, and overall user experience,
thereby attracting more organic traffic from search engines.
 2.1 : Types of SEO


 On-Page SEO: On-page SEO focuses on optimizing individual web pages to improve their relevance and
visibility in search engine results. This includes optimizing content, meta tags (title tags, meta
descriptions), headings, URL structures, internal linking, and image optimization. On-page SEO ensures
that search engines can understand the content of a webpage and rank it appropriately for relevant
search queries.
 Off-Page SEO: Off-page SEO involves activities that take place outside of the website to improve its
authority, credibility, and popularity. This includes link building, social media marketing, influencer
outreach, and online reputation management. Off-page SEO signals, such as backlinks from reputable
websites, social media mentions, and positive reviews, help search engines assess a website's
trustworthiness and relevance, contributing to higher rankings in search results.
 Technical SEO: Technical SEO focuses on optimizing the technical aspects of a website to improve its
crawlability, indexability, and site performance. This includes optimizing site structure, improving page
load speed, implementing schema markup, fixing crawl errors, and ensuring mobile-friendliness and
secure HTTPS protocols. Technical SEO ensures that search engines can access, crawl, and index a
website's content efficiently, leading to better visibility in search results.
 2.2 : How SEO Works /SEO Workflows


 Keyword Research: SEO begins with keyword research to identify the terms and phrases that users are searching for
related to a website's products, services, or content. By understanding user intent and search volume, marketers can
optimize website content around relevant keywords to attract targeted traffic.
 On-Page Optimization: Once relevant keywords are identified, on-page optimization techniques are applied to
individual web pages to make them more search engine-friendly. This involves optimizing meta tags, headings, content,
and multimedia elements to improve relevance and user experience.
 Off-Page Optimization: Off-page optimization efforts focus on building the website's authority and credibility through
external signals, primarily backlinks from reputable websites. By earning high-quality backlinks and mentions from
authoritative sources, a website can enhance its reputation and trustworthiness in the eyes of search engines.
 Technical Optimization: Technical SEO ensures that a website is technically sound and optimized for search engine
crawlers. This includes optimizing site structure, improving page load speed, fixing crawl errors, and implementing
schema markup to enhance search engine visibility and user experience.
 Monitoring and Analysis: SEO is an ongoing process that requires continuous monitoring, analysis, and optimization.
Marketers use various tools and metrics to track website performance, keyword rankings, traffic trends, and user
behavior, allowing them to identify opportunities for improvement and refine their SEO strategies accordingly.
 3. Overview of SEO Algorithm and How it
Works

An SEO algorithm is a complex set of rules and calculations used by search engines to
determine the ranking of web pages in search results. While the exact algorithms used by
search engines like Google are proprietary and constantly evolving, understanding the general
principles behind them can help marketers and website owners optimize their content for
better visibility and rankings.
 3.1 SEO Algorithm Overview


 Relevance: Search engines aim to provide users with the most relevant results for their search queries.
Relevance is determined by factors such as keyword usage, content quality, and topical relevance. Pages
that contain the searched keywords in strategic locations such as titles, headings, and body content are
considered more relevant to the query.
 Authority: Authority refers to the credibility and trustworthiness of a website or web page. Search engines
assess authority based on factors such as the number and quality of inbound links (backlinks) from other
reputable websites, as well as social signals and mentions. Pages with a higher level of authority are more
likely to rank higher in search results.
 User Experience (UX): Search engines prioritize websites that provide a positive user experience. Factors
such as page load speed, mobile-friendliness, and ease of navigation contribute to a website's UX and can
impact its rankings in search results. Websites that deliver a seamless and user-friendly experience are
more likely to rank higher.
 Content Quality: High-quality content is essential for SEO success. Search engines favor content that is
original, informative, and engaging. Content should be well-written, relevant to the target audience, and
address the user's search intent. Additionally, content length, depth, and comprehensiveness can also
influence rankings.
 3.1 SEO Algorithm Overview


 Freshness: Search engines prefer fresh and up-to-date content, particularly for topics that are time-sensitive or
frequently updated. Freshness is assessed based on factors such as the publication date of the content, frequency
of updates, and user engagement metrics. Websites that regularly update their content may receive a freshness
boost in search rankings.
 Technical Optimization: Technical aspects of a website, such as site structure, crawlability, and indexability, also
play a crucial role in SEO. Technical optimization ensures that search engines can access, crawl, and index website
content effectively. Factors such as URL structure, meta tags, schema markup, and XML sitemaps can impact a
website's visibility and rankings.
 Algorithm Updates: Search engines regularly update their algorithms to improve search quality and combat
spammy tactics. Major algorithm updates, such as Google's Panda, Penguin, and BERT updates, can significantly
impact search rankings and website visibility. Staying informed about algorithm updates and adapting SEO
strategies accordingly is essential for maintaining and improving search rankings.

Overall, SEO algorithms are designed to deliver the most relevant and high-quality results to users' search queries. By
understanding the key principles behind SEO algorithms and optimizing their websites accordingly, marketers and
website owners can improve their chances of ranking higher in search results and attracting organic traffic.
 3.2 How Search Engine Algorithm Works?


 Crawling: Search engines use automated programs called crawlers or spiders to
browse the web and discover web pages. These crawlers follow links from one page to
another and index the content they find. The crawling process helps search engines
create a comprehensive database of web pages.
 Indexing: Once a web page is crawled, search engines index the content so that it can
be quickly retrieved when relevant queries are entered by users. Indexing involves
storing information about the page, including its URL, content, meta tags, and other
relevant data.
 Ranking Based on Algorithm: When a user enters a search query, the search engine's
algorithm determines the most relevant pages from its index to display in the search
results. The ranking process involves analyzing various factors to assess the relevance,
authority, and quality of each page. Pages are then ranked based on their perceived
relevance to the user's query.
 Summary

• What is UX?
• Importance of UX in Digital Marketing
• SEO Basics (Definition, Types)
• How SEO Works
• Overview of SEO Algorithm
• How SEO Algorithm Works
 Thank You!

Next Class (Session 2): 19 April 2024
8:30 PM – 10.30 AM

Creating a User and Search Engine-Friendly Website

(Websites & Its Importance. Domain & Hosting. A step-by-step guide to
creating a super responsive SEO & User-friendly website. )