This document provides an overview of key concepts in digital marketing. It defines digital marketing as using the internet and digital communication channels like email, social media, and web-based advertising to promote brands. It also explains search engine optimization techniques like white hat SEO which follows search engine guidelines, black hat SEO which uses tricks, keywords, sitemaps to guide crawlers, and metrics like Page Authority and Domain Authority that predict search performance. Additionally, it covers content optimization to make content more visible in search and canonical links to designate the main URL for duplicate pages.

1. Digital Marketing
Knowledge
Represented by – Sapana Raut

2. Content
 What is Digital Marketing?
 How search engine works ?
 What is White hat SEO?
 What is Black hat SEO?
 What is Keyword?
 What is Sitemap?
 What is PA&DA?
 What is Content Optimization?
 What is Canonical Link?
Basics of Digital Marketing

3. What is Digital Marketing?
Basics of Digital Marketing
Digital marketing, also called online marketing, is the promotion of brands to
connect with potential customers using the internet and other forms of
digital communication. This includes not only email, social media, and web-
based advertising, but also text and multimedia messages as a marketing
channel.
How search engine works ?
Search engines work by crawling hundreds of billions of pages using their
own web crawlers. These web crawlers are commonly referred to as search
engine bots or spiders. A search engine navigates the web by downloading web
pages and following links on these pages to discover new pages that have been
made available.

4. What is White hat SEO?
Basics of Digital Marketing
White hat SEO is a term used to refer to SEO strategies that function within the
rules and expectations of search engines and searchers. It means implementing
techniques to improve a website's search engine ranking without relying
on tricks to undermine a search engine's algorithm.
What is Black hat SEO?
Black hat SEO is a practice against search engine guidelines, used to get a
site ranking higher in search results. These unethical tactics don't solve for
the searcher and often end in a penalty from search engines. Black hat
techniques include keyword stuffing, cloaking, and using private link networks.

5. What is Keyword?
Basics of Digital Marketing
A keyword is a term used in digital marketing to describe a word or a
group of words an Internet user uses to perform a search in a search
engine or search bar. In an SEO strategy, keywords are very important and
should be the core of any copy written for the web (present in the content, titles
and SEO elements).
What is Sitemap?
A sitemap is a file where you provide information about the pages,
videos, and other files on your site, and the relationships between them.
Search engines like Google read this file to crawl your site more efficiently.

6. What is PA&DA?
Basics of Digital Marketing
Domain Authority and Page Authority (DA/PA) are indicators developed by
MOZ, a very respectable and reputable digital company, which predicts
how well a page will rank in search engine results
What is Content Optimization?
Essentially, content optimization, or SEO (search engine optimization), is the
process of optimizing your content to make sure that it's more visible
through the web. Search engine robots will rank highly optimized content
higher on a search engine page than non-optimized content.

7. What is Canonical Link?
Basics of Digital Marketing
A canonical URL is the URL of the page that Google thinks is most
representative from a set of duplicate pages on your site. For example, if
you have URLs for the same page.
( example.com?dress=1234 and example.com/dresses/1234 ), Google chooses one
as canonical.