Digital marketing

1. Digital Marketing Training

2. What is Digital Marketing? Digital marketing is an umbrella term for all of your online marketing efforts. It’s an art of getting customers for a business via digital channels such as Google search, social media, email, and websites. Key components of Digital Marketing are: Search Engine Optimization, Social Media Marketing, Email Marketing, Search Engine Advertising and so on.

3. Benefits of Digital Marketing. • Real Time Results • Builds your brand • Location targeting become very easy • Provides targeted results • Simple to measure • Cost effective • Provides Convenience • It's easier to change or stop a digital marketing campaign after it starts • Digital marketing gives fans/viewers/readers a chance to share your content

4. Search Engine optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results

5. Why is it so important? The importance of SEO starts with the desire of the companies to gain more traffic for their websites. The ranking over search engines matter because users pay more heed to the first 5 searches on Google.

6. SEO • ON-PAGE • OFF-PAGE

7. Introduction to Search Engines? Search Engine is a program or a system which searches for a keyword which is inputted by the user and provides corresponding results (Information) to it.

8. Search Engine History Archie 1990 AltaVista 1994 Yahoo 1994 MSN 1995 Google 1998 Bing 2009 Baidu 2000 Yandex 1997

9. Why Google? •User Friendly •Quality Assurance •Relevant Results •Time-saving and efficient •Fast

10. SERP

11. Google Bot Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site. Web Crawler Spiders Internet Bot An Ant Robot

12. Other Search Engine Bots Yahoo - SLURP MSN - MSNBOT Ask - TEOMA

13. How Search Engines Work? ✓Crawling ✓Snapshot ✓Caching ✓Indexing

14. How Search Engines Work?

15. Domain, Hosting and Extensions Domain A domain name is your website name. A domain name is the address where Internet users can access your website. Domain Extension: The extension is used to specify a country code Domain --- www.abcd.com Hosting --- To run www.abcd.com space required on server Extensions--- .com, .edu, .gov, .org, .tv, .info, Co.uk, Co.in, Co.au,Co.pk, Co.uk

16. Purchase Domain from: Godaddy, BigRock, Hostgator, Hosting Raja Whois.com

17. What is a Website? A website is a collection of web pages that grow your business online.

18. Google Sandbox Effect Google sandbox is an imaginary area where new websites and their search rating are put on hold until they prove worthy for ranking. In other words, it checks the standard of the website.

19. Keyword Keywords are ideas and topics that define what your content is about. It is a particular word or phrase that describes the contents of a Web pages. Types of •Generic : Flat •Short Tail : 2 Bhk Flat •Long Tail: 2 Bhk Flat in Pune

20. Keyword Competition low 0.0 - 0.35 Keywords Medium 0.35 - 0.70 High 0.70 - 1.00

21. Keyword Density Total number of keyword/ total number of words in your article multiply by 100. Keyword Research & Analysis Keyword research is one of the most important aspect, valuable activities in Search Marketing.

22. Google Keyword Planner Tool The Google AdWords Keyword Planner tool is a useful resource for building strong keyword lists

23. On page SEO On page SEO refers to all the activities performed within the websites to get higher ranking and more relevant traffic from the search engines.

24. Meta Tag Optimization – This is the text you‘ll see at the top of your browser SERPs. Meta tags are extremely important in gaining user Click through from SERPs. Meta Title Tag - Defines the title of document Optimal Length - 60 Characters including space 55 on mobile /or 512 pixels Code Sample <head> < title>Meta Title</title> </head>

25. Meta Description Tag - The meta description is the short paragraph of text placed in the HTML of a webpage that describes its content. Optimal Length – 230 to 320 Characters/ 115 for mobiles Code Sample <head <meta name=“description” content=“Here is a description of the applicable page”> </head>

27. Meta Tags URL (Uniform Resource Locator) Optimal Length – 110 Characters Heading Optimal Length – 70 Characters Keyword Density 2% to 3%

28. Alt Tag The alt attribute is a modifier that gives descriptive information about the image called in an individual image tag

29. Image optimization Image Alt Tag It is the text that search engine uses to understand images.

30. Important Factors •Describe the image as specifically as possible. •Use your keywords •File Size Page load time matters for SEO. Make the file size as small as possible (without sacrificing quality)

31. Keyword Prominence •Keyword prominence refers to how prominent your keywords are within your web page. means how close to the beginning of the web page, sentence, title, h tag, or Meta description your keywords are placed. •If at all possible, place your most important keyword at the very beginning of the following: - Title - Description - H1 Tag - The body of the text

32. Keyword Proximity Keyword proximity is used to measure the distance between two keywords in the text.

33. WHITE HAT SEO The method that is acceptable by search engine guidelines is known as White Hat SEO White Hat SEO techniques? •Quality Content •Title and Meta Data •Quality inbound Links

34. BLACK HAT SEO The method which is not acceptable by search engine guidelines is known as Black Hat SEO. Name few Black Hat SEO techniques? •Link Farming •Hidden text, etc. •Gateway or Doorway pages •Keyword Stuffing

36. •No Copied Content •No Grammar Mistakes •No Spelling Mistakes •No Incomplete Content •Use Synonyms •Font Type •Font Size •Make sure you have social Share Buttons on each page •Page Speed Try to avoid JavaScript heavy images, video & Flash Content

37. Backlink & Anchor Text Backlink: Any incoming links to a website or web page is known as backlink. Outbound link: Any link on a website that links to another web page or website is known as an outbound link. Anchor Text: It is the clickable text in a hyperlink. It should be relevant to the page linked to, rather than generic text. Tools used: Backlink finder, Open Site Explorer, Backlink Watch, Ahrefs, SEMRush and Alexa

38. Page Authority & Domain Authority Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank. Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank. Open Site Explorer

39. XML Sitemap The Sitemaps protocol allows a webmaster to inform search engines about URLs on a website that are available for crawling Gives information of a website to the search engines » Number of pages in the site » Their updating frequency » Their importance eg: http://www.bsnl.co.in/sitemap.xml

40. HTML Sitemaps •Html sitemaps are designed for the users to help them find content on the page •Html sitemaps are useful to understand the structure and architecture of the website •It is the categorized arrangement of all the available pages on the website

41. Robots.txt Robots.txt is one way of telling the Search Engine Bots about the web pages on your website which you do not want them to visit or crawled. User-agent: * Disallow: /http://XYZ.com/contact/ * - All robots / - Nothing no / - will mean everything Note: Googlebot reads only the first 500kb present in the robots.txt file.

42. Important Aspects 404 Error Means that the webpage you were trying to reach could not be found on the serve

43. Redirection 301 - Permanent redirection of URL 302 – Temporarily redirection of URL Site Links Sitelinks are hyperlinks to website subpages that appear under certain Google listings in order to help users navigate the site.

44. For More details visit our site: https://www.excellencedigitalacademy.com

Digital marketing

Digital marketing

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