2. Digital Marketing
Build Trust
& confidence in your brand
Grow Client Base
Sell more products
and services
Instant
More responsive
Measure Success
Track the success of
digital campaigns
Greater Flexibility
Easy to change,
update & test content
Add Value
Give customers extra
benefits online
Company
Your
Website
Business
Blogging
Search Engine
Marketing
Social Media Email Marketing

3. Importance of Search Engine Marketing
 80% of consumers find your website by first writing a query into a box on a
search engine (Google, Yahoo, Bing)
 90% choose a site listed on the first page
 85% of all traffic on the internet is referred to by search engines
 The top three organic positions receive 59% percent of user clicks.
 Cost-effective advertising
 Clear and measurable ROI
 Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads

4. How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database
 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content
 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors

5. What a Search Engine Sees
 View > Source (HTML code)

6. What is SEO?
 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

7. Benefit of SEO
SEO is Good for Business Visibility and Branding
When people search for your products and services, you obviously want to appear as high in
the search engine rankings as possible, but the reasons for this are more than just because
you want them to click through to your website. In fact, there is a certain amount of value in
simply appearing in search results for terms directly related to your business.
So what does this mean for your business? It means that if you can continually show in
search results that you are gaining more and more mindshare with each potential customer.
SEO Provides Your Business Credibility
Searchers make mental notes of the rankings for the terms they enter into Google and other
search engines. They may not realize it, but they do. And in the minds of consumers, your
ranking is a vote of confidence — “Google says this business is relevant, so that must be the
case.” This may sound a bit far-fetched, but let’s look at it like this: back in the golden age of
the yellow pages, if you were looking for a plumber, did you feel more confident in calling
the guy on the seventh page of the listings, or did you, like most people, start from the first
page and work your way through? Your customers may not admit it, but high search
rankings makes you more credible in their eyes.

8.  SEO Has One of the Best ROI’s in Advertising
SEO rewards your business for its efforts at a higher rate than pretty much all traditional
forms of offline advertising — the same can be said for almost all types of internet
marketing. The reason for this is because SEO is an inbound marketing strategy; that is, it
allows you to market to people when they are looking for the products and services your
business provides. You don’t have to interrupt their favorite TV show, you don’t have to take
up space on a page where they are reading a news article. You just show up when they are
looking for businesses like yours. You don’t have to convince them they need your product or
service; you just have to convince them that you are the right business to purchase from. In
other words, with SEO, half the battle is won before it even starts.
Benefit of SEO

9. SEO Effectiveness

10. What is a SEO Algorithm?
 Top Secret! Only select employees of a search
engines company know for certain
 Reverse engineering, research and experiments
gives SEOs (search engine optimization
professionals) a “pretty good” idea of the major
factors and approximate weight assignments
 The SEO algorithm is constantly changed,
tweaked & updated
 Websites and documents being searched are
also constantly changing
 Varies by Search Engine – some give more
weight to on-page factors, some to link
popularity

11. Ranking factors
 On-Page Factors (Code &
Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content,
Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency &
density

12.  Off-Page Factors
#1 Anchor text
#2 - Link Popularity
(“votes” for your site) –
adds credibility
Ranking factors

13. A good SEO strategy:
 Research desirable keywords and search phrases
 Identify search phrases to target (should be relevant to business/market, obtainable
and profitable)
 “Clean” and optimize a website’s HTML code for appropriate keyword density, title
tag optimization, internal linking structure, headings and subheadings, etc.
 Help in writing copy to appeal to both search engines and actual website visitors
 Study competitors (competing websites) and search engines
 Implement a quality link building campaign
 Add Quality informative content
 Constant monitoring of rankings for targeted search terms

14. SEO Trend
Google Update their search engine algorithm continuously to provide best result to users.
Update like: Panda, Penguin, hummingbird.. Are updating continuously. Recent launch
mobilegeddon, Quality update also effecting on ranking factor. As Google updates their
algorithm time to time we also need to update our website by following latest trend to
improve the position.
 Content is King: Google’s latest search engine algorithms focuses more and more on content,
which means there is less focus on keyword saturation and more focus on whether or not the content
is actually relevant to the keywords.
 Social Signals Will Be Even More Important: Changes within the search engine algorithms
have not just placed greater importance on the content, but they’ve also begun to rely more upon
social signals to elevate results up the ladder in search ranking importance.
 Online Security Will Become More Important in Rankings: If your website deals with
online payments and sensitive customer information, you need to make sure you are using proper
security measures to safeguard that information. For example, using security certificates and https
instead of http will help your website grow in search engine rankings in 2015.
 Mobile-Friendly SEO will grow: The mobile user experience is rumored to be another
important ranking factor in Google’s search engine algorithm, since the mobile Internet has
surpassed the desktop Internet and will continue to grow in 2015. Estimates say that in 2015, there will
be as many as 50 billion local searches using mobile device.

15.  Increased focus on conversations instead of keywords: With Google’s Hummingbird
update. Search engines are now using context, meaning, and intent of the words in a search query,
instead of just focusing on matching up keywords. This means long-tail, or more “conversational,”
keyword phrases will grow in importance for SEO, and you should begin to tailor some of your SEO
efforts towards engaging in a conversation with search engine users.
 Link Building Will Focus on Brand Mentions: In 2015, proper link building will continue to
be important. What’s changed, though, is how the search engines will interpret those backlinks
coming to and from a website. The content will get more of the focus, so you need to think about
relevance and social popularity. Brand mentions, relevant information the source website is
discussing about your brand or website, might not require a hyperlink but will still factor into SEO.
SEO Trend

16. Pay Per Click
 PPC ads appear as “sponsored listings”
 Companies bid on price they are willing to pay “per
click”
 Typically have very good tracking tools and
statistics
 Ability to control ad text
 Can set budgets and spending limits

18. Benefits of PPC Campaign
 Fast Result:
Businesses need results and they want them fast. PPC is perhaps the fastest way to run an advertising
campaign and get instant results. To simplify things, if you have a website up and running you can
quickly create an adwords account, setup your ads and run them in the Google network and start
getting traffic.
• Measurable results:
Another important benefit of PPC is that everything you do has a clear measurable target. You can
measure anything that is related to a PPC campaign from costs, profits, views, clicks, visits and many
more.
• Reach the right audience
When running a PPC campaign you choose where and when your ads will appear based on a number
of factors including keywords, location, website, device, time and date and much more. The
flexibility that you have allows you to segment your market and bring your products and services in
front of the right audience.

19.  Campaign Flexibility:
As a PPC campaign is so easy to measure, it also becomes very easy to adapt, or fine-tune, your
campaign accordingly. That means if a keyword isn’t working for you or you decide to target a
different audience, a revision of the advertising components is achieved easily.
 Brand Awareness:
You can use PPC to target keywords related to your industry so that people searching for those
keywords will constantly see your ads. Although general keywords will not generate more sales,
indirectly they help you increase brand awareness and establish your business as an authority and
leader in your industry.
 Budget Friendly:
When it comes to PPC there are no budget restrictions. You choose how much to pay for a click and
how much money to spend for an ad or campaign. you will be able to set a daily budget and this can
be increased accordingly as the quality traffic which is directed towards your website begins to create
revenue.
Benefits of PPC Campaign

20.  Testing & Marketing Tools:
Let’s say you want to test which product headline or ad copy will perform better in a campaign. What
you can easily do is setup different ads in a Google Adwords campaign, run them for a couple of weeks
online and analyze the results. The ad with the highest CTR (Click Through Rate) has probably the
most attractive copy for users.
 Rich Functionality and Reporting:
PPC platforms like Google Adwords and Bing Ads provide you with all the tools you need to run your
campaigns, collaborate with your teammates and analyze your data and results (reporting). This is
considered a business advantage because with out the right tools and reporting system is like
swimming in the sea with your eyes and ears closed. The right tools with the right marketing strategy
can give you the right results.
Benefits of PPC Campaign

21. PPC campaign success stand on few key metrics.
 Research: Business Goals
 Research: Target Audience
 Research: Keyword Research
 Implementation: Campaign Structure
 Implementation: Ad Copy
 Implementation: Landing Page Development
 Implementation: Campaign Settings
 Optimization: Statistical Analysis
 Optimization: Refinement
 Optimization: Bid Management
Key of Success PPC Campaign

22. Social Media Marketing
 Social media marketing, or SMM, is a form of internet marketing that
implements various social media networks in order to achieve marketing
communication and branding goals. Social media marketing primarily covers
activities involving social sharing of content, videos, and images for marketing
purposes.

23.  Visual content drives way more traffic than textual content
 Social media is an easy way to learn about your audience
Benefits of Social Media Marketing

24.  Social media helps target audiences more effectively
 Social media can help increase website traffic and search ranking
 Share content easier and faster with social media
 Social media helps generate leads for one third of the cost
 Social media lets you increase brand awareness
Benefits of Social Media Marketing

25. Social Media Strategy
Learn about your Audience:

26. Social Media Strategy
Choose Your Channels wisely
There are to many social media channel
You have to select yours

27. Social Media Strategy
Connection:
Connect your channels to
Engage and Drive Traffic

28. Social Media Strategy
Engage

29. Social Media Strategy

30. Social Media Strategy

31. Social Media Strategy

32. Social Media Strategy

33. Social Media Strategy
Analysis & Optimize

34. Thank You