Digital Marketing

- Prof. Rashmi Jain

Re- cap

• Presentation of Websites
• Understanding Search Engines
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
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.
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.

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.
What is the most important thing to
do before starting SEM?
If you are doing a SEM for McDonald
what key words would you select?
How do I Choose Good Keywords?
Relevant Keywords:
• Accurately reflect products/services being offered
• Match what your audience is looking for
• Target the audience without being too general

39
Choosing the Right Keywords – Selling Dogfood

buy cheap dog food online now

pets dog chow

buy dog food

dog food recipes

dogs

vet canned dog meals

40
Keyword Match Types

• Ads are continuously matched to Internet users’ interests

based on your keywords
• Use keyword match types to your advantage
– Broad Match
– Phrase Match
– Exact Match
– Negative keyword
• Ads are placed as buying decisions are made

The Result: Businesses reach their audience at the right

time, with the right message

41
Keyword match types
What are Negative Keywords?

• Prevent ads from appearing on irrelevant search queries

• Eliminate unwanted impressions

Keyword: used book

Negative Match: -cheap

43
Choosing the Right Keywords
Average US Search Phrase Length

2 word phrases 29%

3 word phrases 22%

4 word phrases 20%

5 word phrases 12%

1 word phrases 6%

6 word phrases 6%

7 word phrases 3%

0% 10% 20% 30%

94% of people in the US search with multi-word phrases

Source: OneStat.com – July 2006

44
Broad Match Example

•For the broad-matched keyword used book

• used book dealer
• buy used book
Ad can appear
• used and rare book
for any of these
• used book for sale
queries
• Cheap used book

45
1. Search

•Top 10 keywords for google

How do you ensure that people click
on the ad?
 How do I write an effective ad?

• Ad text distinguishes you from the competition

• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees

48
Keywords in Ad Text

Catch your customer’s eye by making sure your headlines

match the keywords.

Collector Dolls 40% Off

figurines The Anastasia Collection -
Porcelain Dolls, Doll Stands, & More
www.AdWordsExample.com

Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com

Matching terms show up in bold

text on the Google results page.

49
 Include a Call to Action

Examples: get info, research here, download free white paper, order our
catalog, buy now, save money

Avoid meaningless slogans and gimmicky language

Click Here Visit Us

50
 Differentiate Products or Services

Send Chocolate Gifts

Save 10% on all chocolate orders.
Free shipping over $50.

•Save 50%
•Free Shipping
•$10 Off
•Free White Paper
•Seasonal Sales

51
Advertise by Location

Location in ad text can increase performance

• Attracts attention of local users
• Non-local users will not click on ad

New York Advertising

52
Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad stand

out more and lead to better clickthrough rates

53
Including Multiple Ads

Use multiple ads to test messages and see which on works best

54
How do you do second level of
targetting?
And Targeting Is Easy…

94043

AdWords
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56
Regional and Local Targeting

•You can target ads so they appear only in locations of interest to you
– your neighborhood, your service areas, your city or your state.

Select from pre-defined Define the area, customize

geographies OR
the targeting

Countries Within a defined radius Within defined borders

Regions

Cities

57
How do I ensure that I don’t go
overboard with the budget?
 Controlling Costs
– No minimum spend
– You choose your own maximum daily spending limit (daily budget)
– Choose how much you want to spend per click for every keyword
– Pay Google for users who click on your ad
– Conversion tracking = real-time return-on-investment data

59
Using Budgets

With
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60
 For each keyword there are many ads,
so what determines the rank of your ad?
 Relevancy Decreases Your Cost

• The ad rank depends on the relevance of the ad and your

maximum bid
– Rank = Quality Score * Maximum CPC
• It is possible for the higher ranked ad to have a lower cost per
click than its competitors
• If your ad is more relevant, you can still compete against someone
with more money

62
1. Search

•Top 10 keywords for google

Using Adwords….