Digital Marketing

- Prof. Rashmi Jain

Re- cap

• Creating website on Google sites

• Integration of website with Google Analytics
• Formulating Digital Marketing Strategy
• Segmentation and Targeting
• Contextual Vs Behavioral Targeting
Digital Marketing

Consume
r behavior
Overall
Target
Objective
Segment
s

Digital
Advertising
Objectives
Behavioural & Contextual Targeting
Industry split on definitions,current status:
Contextual targeting
Less complex – no user date
required.
On-site ads in context with
content of page.
Behaviour – prior or post – of
the user of no significance to ads
posted.
Behavioural targeting
More complex – user data
required.
Based on offline behavioural
segmentation; eg benefits sought,
purchase occasion, usage
frequency etc.
User data collection strategic
activity.
Two Approaches:

• PUSH- when the marketer tries to

communicate with the customer even though
customer would not intended to do the
same.

• PULL – when the customer himself is

seeking information about the product.
Spends on various digital Ad avenues
Trend..
Industries using Digital Marketing
What is a Search Engine?
• Definition: An internet-based tool that searches an
index of documents for a particular term, phrase or
text specified by the user. Commonly used to refer to
large web-based search engines that search through
billions of pages on the internet.

• Different than a Directory

• Common Characteristics:
• Spider, Indexer, Database, Algorithm
• Find matching documents and display them according to relevance
• Frequent updates to documents searched and ranking algorithm
• Strive to produce “better”, more relevant results than competitors
1. Search
What determines the result of a specific query?

 search query
 geographical location
 past browsing history
 device being used
 keywords purchased
Why is Search Engines…

• 85% of all traffic on the internet is referred to by search engines

• 90% of all users don’t look past the first 30 results (most only view top
10)

• Search engine traffic is low and websites aren’t indexed because they
are generally poorly optimized

• Cost-effective advertising

• Clear and measurable ROI

• Operates under this assumption:

More (relevant) traffic + Good Conversions Rate =
More Sales/Leads
2 types of SE marketing

• Search Engine Optimization (SEO) / Organic

• Search engine Marketing (SEM) / Inorganic

Introducing SEO

Definition
The process of refining your website using both on-page and off-page practices so that
it will be indexed and ranked successfully by search engines.

Search engine optimization is the process of refining your website, using both on-page
and off-page practices, so that it will be indexed and ranked successfully by search
engines.

With SEO, the best and most cost-effective way to increase your website traffic is to
have a high position in organic search listings. Organic search listings refer to the
websites that appear in search results based on their relevance to the search term the
user has typed.
What is Search Engine Optimization?
• SEO = Search Engine Optimization

– Refers to the process of “optimizing” both the on-

page and off-page ranking factors in order to
achieve high search engine rankings for targeted
search terms.

– Refers to the “industry” that has been created

regarding using keyword searching a means of
increasing relevant traffic to a website
Why is SEO important?
 IMPORTANCE OF SEO

 > 90% online user uses search engine to find

products and info

 Your website will constantly feature on page one of

the search results for terms that best describe your
business.

 Natural search receives 250% more traffic than

paid search.

 1st page of SE result get atleast 80% clicks.

SEO with Craftsvilla
Keywords of Craftsvilla
Keyword for Myntra
The process

• SEO benefits • Keyword

• Choose goals • Content
• Set goals • Meta Tags
• Site Structure

2. ON PAGE
1. GOALS OPTIMIZ-
ATION

3. OFF-
PAGE
4. ANALYZE
OPTIMI-
ZATION
• Analysis Tools • Link Building
• Performance Review • Link Format
• Social Linking
 • SEO benefits • Keyword
• Choose goals • Content
• Set goals • Meta Tags
• Site

Stage 1: Goals
2. ON
Structure
PAGE
1. GOALS
OPTIMIZ-
ATION

3. OFF-
4. PAGE
ANALYZE OPTIMI-
Example of a sports footwear retailer: • Analysis Tools
ZATION
• Link

• Business pain: A decline in online orders • Performance Review Building

• Link Format
• Social
• Goal: Conversions Linking

• Strategy: Increase website visitors through on-page optimization

• KPIs: Sales, online inquiries

The searcher benefits through an enhanced user experience and relevant content, the
search engine benefits through being able to easily understand and index your site,
and you, the website owner, benefits through achieving your goals. Goals vary
depending on the nature of the business.
 • SEO benefits • Keyword
• Choose goals • Content
Stage 2: on-page optimization • Set goals • Meta Tags
• Site
Keyword 2. ON
PAGE
Structure
1. GOALS
OPTIMIZ-
ATION

3. OFF-
4. PAGE
ANALYZE OPTIMI-
ZATION
• Analysis Tools • Link
• Performance Review Building
• Link Format
• Social
• Keywords are the words and phrases that describes and relates to the content Linking

of the website.

• Good match between search query and keyword defined leads to good
ranking.

• Keyword of nldalmia.in
 • SEO benefits • Keyword
• Choose goals • Content
Stage 2: on-page optimization • Set goals • Meta Tags
• Site
Keyword Research 2. ON
PAGE
Structure
1. GOALS
OPTIMIZ-
ATION

• Keywords have a very strong impact on the other elements of 3. OFF-

4. PAGE
on-page optimization ANALYZE OPTIMI-
ZATION
• Analysis Tools • Link
• It’s a significant word /phrase that relates to the content on website. • Performance Review Building
• Link Format
• Social
• Keywords are vital in ensuring site displays in SERPs. Linking

• They should be subtly incorporated into the content and meta data of web pages.
• A search term is a commonly used phrase that users type into search engines to find you.
• Long-tail keywords are three- or four-word keyword phrases with low-volume search queries that
are worth ranking highly.
• Searchers using long-tail keywords are usually closer to the point of purchase.
• Keyword research is finding the search terms your customers most frequently use.
• There are two types of keyword research—online and offline.
Keyword research methods

Offline Research Online Keyword Research

• Brainstorming • Google Autocomplete
• Marketing Collaterals • Wordstream
• Customer Surveys • Google Trend
• Listening to Customers • SEMrush

https://www.wordstream.com/keywords
https
SEMrush https://www.semrush.com/info/nldalmia.in+(by+organic)
SEMrush https://www.semrush.com/info/nldalmia.in+(by+organic)
• Keyword Difficulty on SEMrush estimates how hard it would be to use SEO on a new webpage to hypothetically outrank the web
pages that are currently ranking on the first two pages of Google. This metric can be extremely helpful to SEOs during the keyword
research process in order to determine which target keywords are realistic to go after and which ones would be too difficult and
waste your time/resources.
• Instant difficulty calculations of up to 100 keywords at a time
• Clear comparison and insights about which target keywords will best for an SEO strategy
• Identify the SERP Features that each keyword triggers on the results pages
How will Google treat a website that has popular search term as
keywords and its content has the same keyword repeated in every
alternate sentence?
Keyword density, or how many times a keyword or phrase appears on a web
page, is one aspect of SEO that is no longer important. Keywords should only
be used to accompany high-quality, relevant content.
Technical Mechanics of Page

• URL
• Page name
• Content
URL

• Should be short
• Include keyword where ever possible
– http://nldalmia.in/programs/pgdm/finance/
• Avoid the use of numbers and symbols

1. digitalmarketinginstitute.ie/courses/type/postgraduate-diploma-in-digital-marketing/
2. http://www.abcdefhgj.ie/index.php?option=com_content&view=article&id=13&Itemid=43
URL Submission

• Google - http://www.google.com/addurl/
• Yahoo! - 
http://siteexplorer.search.yahoo.com/submit 
• Bing - http://www.bing.com/docs/submit.aspx
 
• http://www.google.com/support/scholar/bin/r
equest.py
Technical Mechanics of Page

• URL
• Page name
• Content
 Off-page optimization
• SEO benefits • Keyword
• Choose goals • Content
• Set goals • Meta Tags
• Site
2. ON
Structure
PAGE
1. GOALS
OPTIMIZ-
ATION

Link Formats 4.
3. OFF-
PAGE
• Link text refers to the text that appears on the page. ANALYZE OPTIMI-
ZATION

• The link URL is the destination to which that link text will • Analysis Tools
• Performance Review
• Link
Building
take the user. • Link Format
• Social
Linking

• Internal links define linking within your own website content from one page to another.
• An inbound link is one that comes from another website and directs a user to your
• website. It is considered a determining factor in your site’s ranking.
Link building
A link-building strategy positively affects ranking.

Strategy for this involves answering the following questions:

Am I going to create valuable,

Am I going to ask bloggers for
relevant content and wait for
links, and if so, how will I do
inbound links to come
it?
naturally?

Will I reach out to my

Will I create my own links and
customers and ask them to
where will I do it?
link to my website?
 • SEO benefits • Keyword
• Choose goals • Content
• Set goals • Meta Tags
• Site
2. ON
Structure

analyze
PAGE
1. GOALS
OPTIMIZ-
ATION

3. OFF-
4. PAGE
ANALYZE OPTIMI-
ZATION
Key criteria against which you’ll need to measure your • Analysis Tools • Link
• Performance Review Building
• Link Format
website’s performance: • Social
Linking

• Can your website be found? How visible is it?

• What position are you in SERPs?
• Is your on-page technical SEO complete?
• Which sites rank above yours?
• How many web pages are indexed?
• Which traffic is coming in via general keywords and which via more targeted keywords?
• How many conversions come from each keyword?
Analyze – an ongoing process
• Maintain a weekly or monthly calendar measuring your website performance against your
baseline.

• It’s important to be able to associate peaks in traffic to certain marketing activities.

• Assess the impact of your SEO activities, spot any trends resulting from them, and identify any
remedial action needed.

• Customer retention is the key to conversion, so bounce rates should be minimized at all costs.

• If your GA dashboard shows a high bounce rate, find which pages, keywords, and traffic
sources are causing the bounce rate and make the appropriate changes.

• With cyberattacks and identity theft occurring every minute, data protection is the key.
• Cookies are data files stored on users’ browsers that track snippets of their online behavior.
With SEO, you are legally obligated to notify users that your site uses cookies.
• Plagiarism is a legal offense.