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1. Preface of Digital Marketing
Today’s era of Internet has opened a gate of vast variety of opportunities for businesses.
Using social networks, one cannot only share a private picture of one’s birthday but also
earn customers for one’s business and reach them conveniently. The speed and ease
with which the digital media transmits information and help boost a business is amazing.
Let us first throw some light on the scope of digital marketing.
What is Digital Marketing?
Digital Marketing is the term used for the targeted, measurable, and interactive marketing
of products or services using digital technologies to reach the viewers, turn them into
customers, and retain them.
So, how is digital marketing different from traditional marketing?
The traditional manner of marketing involved businesses to advertise their products or
services on print media, radio and television commercials, business cards, bill boards,
and in many other similar ways where Internet or social media websites were not
employed for advertising. Traditional marketing policies had limited customer
reachability and scope of driving customers’ buying behavior.
Digital marketing achieves targets of marketing a business through different online
channels. Let us see how.
The following table lists a few points that differentiate digital marketing from traditional
marketing −
Traditional Marketing Digital Marketing
Communication is unidirectional. Means, a
business communicates about its products or
services with a group of people.
Communication is bidirectional. The customer also can
ask queries or make suggestions about the business
products and services.
Medium of communication is generally phone
calls, letters, and Emails.
Medium of communication is mostly through social
media websites, chat, and Email.
Campaigning takes more time for designing,
preparing, and launching.
There is always a fast way to develop an online
campaign and carry out changes along its
development. With digital tools, campaigning is easier.

2. It is carried out for a specific audience
throughout from generating campaign ideas up
to selling a product or a service.
The content is available for general public. It is then
made to reach the specific audience by employing
search engine techniques.
It is conventional way of marketing; best for
reaching local audience.
It is best for reaching global audience.
It is difficult to measure the effectiveness of a
campaign.
It is easier to measure the effectiveness of a campaign
through analytics.
Social Media Marketing
Social Media Marketing is the manner of generating website traffic or attracting viewers
and customers through social networking websites such as Facebook, Pinterest,
LinkedIn, Twitter, and so on. Social media marketing is a subset of digital marketing.
All social networking websites support sharing of content, but all are not necessarily
employed for digital marketing. While Facebook emphasizes on personal sharing,
Twitter emphasizes on tweeting short messages about ones’ opinions or reactions, and
LinkedIn goes for professional networking, Pinterest motivates to market one’s ideas and
online businesses.
Principle of Social Media Marketing
Social media grew up as the most popular outcome of the Internet as people around the
world like to communicate and share their special moments, problems, ideas, and
suggestions with others. They also like to learn about a place worth visiting, a new craft
projects, recipes, or a new language. Social media websites enable you to share content
of your choice with right audience at your convenience.
This popularity of social media has inspired the business minds around the world with
the idea of small online businesses. One can open a store in Amazon, eBay, or any other
custom platforms such as Shopify or Etsy. But the main challenge is finding the
customers. There are ways like search results in Google, Bing or in any other search

3. engine. But for a new business with established competitors, it takes a long time to get
a high rank in the search results.
Social networking websites are a great solution to this challenge. The basic technique
here is to share engaging posts and the right content created for the desired audience.
Then the audience helps by sharing the content further, which in turn reaches further.
Hence there is another option of advertising the product, services, or ideas on the social
networking websites where there is less degree of competition.
Digital Marketing accomplishes targets of marketing of a business through various Digital
Marketing Channels.
Now, in this Introduction to Digital marketing guide, we will go through different digital
marketing channels and understand their roles-
Digital Marketing Channels included in Digital Marketing PDF
1. Search Engine Optimization (SEO)
SEO can be understood as the process of optimizing the structure, design, and content
of your website so the Search engines can index them accurately and position sites in the
top results of SERPs. SEO also incorporates different promotional activities that boost
search engine ranking of your site.
How does Search Engine Work?
Generally, most of the Search engine does- Spiders or Web Crawling, Indexing &
Displaying.
 Spiders & Crawlers: In this, spiders crawl over the web for searching the content.
Once spiders finish the scanning process, they copy the searched content to store
that in a search engines database. Web crawlers collect following information from
webpage-

4. web crawlers information
1. Website URL
2. Website Title
3. Meta Tag Information
4. Web Page Content
5. Link on the page and where they go
 Indexing: Search engines crawl and index the content of different web pages and
additionally, they keep track of all those relevant pages in keyword-based indices.
To determine ranking, search engine looks into the content of the page, Page URL,
Page Title, Domain Age, Topicality, Domain Trust, Social Signals, Number and
relevance of external pointing links to the page and other factor
 Displaying: This is the last step in how search engine works and it involves
retrieving of the best-matched results for the search queries and then displaying
of the search result to the visitor.
Role of Keywords in SEO
Introduction to digital marketing PDF emphasizes that keywords play the most important
role in SEO, as its right use is the key to successful SEO. It is what a user enters on the
search bar to find specific information. Different important terms associated with
Keywords are-
 Keyword Density- More keywords can even get you penalized for “spamming “or
keyword stuffing and that is why having keyword density from SEO point of view
becomes mandatory. For best result, you need to have keyword density around 3-
7% for the major and 1-2 % for minor keywords.
 Keywords in URL- You need to know that first word is best position for keyword
in URL
 Keywords in Title tag- Keywords should be in beginning of title tags, 10- 60
characters, no special characters
 Keywords in description meta tag- Show theme less than 200 characters
 Keywords in Keyword meta-tag- Show theme less than 10 words

5. Off-Page Optimization
It is the process of boosting search engine rankings of your website by getting external
links pointing back to your site. The more effective quality links you can get to your
webpage, your site will have better chance to rank in SERPs. A quality Backlink has
following qualities-
1. Incoming links from high page rank webpage
2. Use of different anchor text
3. Use of Do-follow or No-follow links
4. Having Backlink from similar niche blog or website
5. Avoiding black hat SEO
6. High Trust
7. Good Domain Authority
8. High Relevance in the subject matter of the linking and destination domains
9. Site Age that shows site stability
On-Page Optimization
On-page optimization is directly related to the content and structure of the website and it
focuses on-
1. Unique title tags and Headlines
2. Keyword frequency in the URL, Body Text and Headings
3. Synonyms
4. Copywriting
5. Adding description to images
6. Good Internal Navigation
2. Social Media Marketing
Social Network Marketing incorporates marketing strategies that use social media
channels as marketing tools for optimizing exposure of a brand, targeting audiences,
conversions and returns. Social Media marketing can be done by adding social media
links to the site content e.g. RSS feeds and sharing buttons. It can also be done by
promoting sites through social media channels by updating tweets, statuses, blog posts,
photos and so on. Most of the Digital Marketing PDF considers SMM as the second most
important digital marketing channels.
 Social Media Marketing aids an online business get direct feedback from their
customer on different social websites like Twitter, Instagram, Facebook, LinkedIn,
MySpace, Instagram, YouTube, etc.
 The success of a social media marketing campaign is based on “Personal”
interactions between the user and business.

6. Facebook Marketing
 Facebook includes most powerful social media marketing features that allow
marketers provide videos, photos, longer description option and testimonials on
their Facebook page for others to see.
 Marketers can make a group or join a group of their liking on Fb and ask questions
or give answers related to topics associated with your kinds of businesses.
 There are automated scheduling tools available to automate Facebook Marketing,
which makes it one of the most quantifiable SMM channels incorporated in most
of the basics of digital marketing e-guides.
Twitter Marketing
 Twitter marketing is one of the best ways to reach out new customers without
invading their privacy.
 Twitter is actually a micro blogging service that lets marketers send and receive
messages.
 It helps businesses contact and communicate with their customers.
 You can also create your personal page in twitter, upload your site and share
information regarding your business on Twitter.
LinkedIn Marketing
 As one of the most preferred SMM channels of ‘Introduction to Digital Marketing
PDF’, LinkedIn connects professionals from various backgrounds.
 It provides professionals an opportunity to expand their businesses by connecting
with other business professionals.
 By using widgets, LinkedIn members can promote their company directly to their
clients.
 “Company Page” can also be created on LinkedIn that acts like a business resume
for your client to have a quick overview of your business.
Video Promotion
 Video promotions are amongst the quickest ways to reach your prospects. Visual
effect creates more powerful impact on customer than print or digital text.
 Video promotion enables marketers explain the product more convincingly
compared to any other medium.
 Social Media Marketing on “YouTube” help marketers turn their viewers into fans
then fans into customers.
 Video promotion also aids in getting a good rating because there is very less
competition for video promotion pages.

7.  Attaching script with your video helps you gain maximum viewers. In addition, you
can repurpose your video content into a presentation, transcription, screenshots
as podcasts and images, and digital marketing PDF downloads.
3. Online Paid Advertising
PPC Ads
Online Paid Advertising, Pay per click advertising or PPC is another important digital
marketing channel that you need to understand while going through introduction to digital
marketing. In paid advertising, you need to pay each time a user clicks on your Ad. You
need to pay according to your bid amount and one of the most popular pay per click
programs is Google AdWords.
Google AdWords
 Understanding purpose of your PPC campaign
 Researching on target audiences
 Proper Keyword Research and conduction of A/B Testing
 Learning from your competitors’ Ad copy before you make your own AdWords
campaign

8.  Keyword grouping and Organization along with Ad groups creation and
Management, etc.
Facebook Ads
 Facebook offers its users the unique facility of paid advertising to advertise their
product or services on Facebook.
 Facebook offers different options like Click to Website, Page Post Engagement,
Website Conversion, Page Likes kinds of Paid Advertising options
Twitter Ads
 Marketers can directly implement Twitter ads right into the timeline of Twitter that
lets ads inherently fit in, and hence do not distract the viewer’s experience.
 Twitter is considered incredibly competent through its promoting Ads and product.
Some of the noticeable Twitter Ads are-
 Twitter new Ads arrival with Download options
 Ads with click to call button
 Promoted hashtags, promoted account, promoted tweet
 Twitter Cards
4. Email Marketing, Mobile App Marketing & Web Analytics
Email Marketing
Email Marketing Process

9. Email marketing is one of the most pervasive and effective strategies to reach optimum
users with least expenses. It is a type of direct marketing that utilizes email as a method
for correspondence. Email marketing is a proficient approach to remain associated with
the customers and in the meantime advancing your business and services. With email
marketing, marketers can likewise track how much percentage of individuals has
demonstrated enthusiasm for your item or administration. Proficient email marketing is
considered as a superior approach for well-organized digital marketing campaigns. Here
are a few advantages for email marketing-
 Permission-based list building, which is a making of an email list by giving a sign
box to imminent email contacts and affirming their endorsement with a subsequent
email.
 Campaign creation that is understood as the capability to organize and structure
extensive volumes of e-mails by branding, subject and schedule
 Online reporting that offers the ability to track the sending of individual email
campaigns, their bouncing rates and other related details.
 Rich content Integration that provides features like addition of graphics, audio,
video, and test using templates along with drag and drop editor.
 List Management that offers the ability to organize, edit, segment, grow and
manage a database of client e-mail contact details.
Mobile App Marketing
Mobile App Marketing Strategy
Growing prevalence of smart-phones makes mobile app one of the most important parts
of ‘digital marketing PDF’. While building your mobile App, below given are the important
things you need to pay heed upon-

10.  You need to optimize social media presence of your App by improving a steady
social media following on different social networks like Facebook, Google+,
Twitter, Instagram, Tumblr, etc.
 You should drive engagement across your mobile app by focusing your efforts on
boosting ongoing engagement and keep updating fresh content to influence users
have interest in your app.
 Another important factor is to increasing app store ratings that you ought to try, as
this will drive a lot of traffic to your app.
 Ensuring a steady rise in app downloads is one of the important things you need
to consider in mobile marketing. However, if your product is valuable, its download
rate will automatically increase.
Web Analytics
Web Analytics Process
Web Analytics is the review, examinations, and reporting of a web information and data
for motivations behind comprehension and enhancing web utilization. This strategy is
helpful to quantify what numbers of individuals have gone by a site, and how frequent
they have used the site or what course they have selected to reach your site. It is
exceptionally helpful for marketers as they can make sense of it, which digital marketing
strategy is effective, and which is most certainly not. This is thoroughly covered during
introduction to Digital Marketing.
 Different Web analytics tools can be used to measure whether your site page is
working effectively or not.

11.  Some of the most common Web Analytics tools are Google Analytics, IBM
Coremetrics web analytics, Adobe site catalyst, IBM’s Unica Netsight, Piwik,
Yahoo marketing dashboard, Moz, etc.
Conclusion
SEO, Social Media, Paid Advertising, Email Marketing along with Mobile Marketing and
Web Analytics are the pillars while making an introduction to digital marketing. In this
introduction to online marketing, we tried to explain all these digital marketing channels
in the most elaborative manner possible.

12. Flow of course
URL
Domain
Web Hosting
Website
(Definition,Structure,
Classification,UI and UX,CMS)
Wordpress
(Definition,Elements of
wordpress,Theme,Header,Menu,
Content,Widgets,Footer,Sidebar)

13. 1. Uniform Resource Locator(URL)
• It’s a web address of resource on web.
• It’s present in address bar.
“https” it defines the communication rules that the web browser and
the server use when exchanging web pages.
“www.myntra.com” Domain
2. Domain
• It’s a name of web resource.
Eg mywebsite.com
• We can buy domain at various websites like
ü Go Daddy
ü Big Rock
ü Namecheap
3. Web Hosting
• To make your website accessible on Internet every website should
have its own personal computer or server. This is called web hosting
• Not all the people can maintain their servers, thus web hosting
services are offered by various companies like BlueHost,
HostGator,Amazon Web Servers.

14. 4. Website
Flow of course:
Define
Structure
Classification
UI and UX
CMS

15. Website: It’s a collection of web pages.
Structure of website:
Header
Side bar
Footer
Content
Menu

16. 1. Static Website:
Some website webpages are designed with fixed html codes .As a result their
content don’t change until we manually change it.
They don’t require use of database.
Static website
Server Client/Web Browser
Types of
website
Static Dynamic Responsive

17. 2. Dynamic Website:
Some website content can be changed without making change manually .It’s
called a dynamic website.
They require use of database.
Dynamic Website
Server Client/Web Browser
Database

18. 3. Responsive Website:
In addition to dynamicity, some website can be responsive on all devices or not.
Responsive on all device means, website appearance should be appropriate to its
screen size.
For Example Facebook is Responsive website
Facebook login page for a laptop screen
Facebook login page for a mobile screen

19. User Interface and User Experience
User Interface are the elements (button, pages etc.) of website through which
user interact with website.
User Experience refers to attitude and behavior of user toward your website.
Eg Let us look at two website
Website 1 In this website we can see flow is horizontally.

20. Website 2 In this website we can see flow is vertically.

21. So some user may like flow horizontally and some like flow vertically. This is called
User Experience.

22. CMS (Content Management System)
It a software for making your website without the knowledge of web languages.
Example: Wordpress, Joomla,Drupal.
Wordpress
Define
Need
Elements
Theme
Setting Front page of
website
Header Part Designing
Menu Making
Footer and Sidebar Designing
Content Designing:Plugins

23. Local SEO

24. Why Local SEO is important?
• Google Pigeon Update: To give greater weight to local
businesses that have neighborhood-focused keywords.
• According to Google, now roughly four out of five
consumers use search engines to conduct local searches.

25. Most Important Ranking Factors:
1. Google My Business: Claim & Optimize
• List your business on www.google.com/business
• Write description including your keywords
• Mention business categories
• Update Business Hours
• Upload Logo & Images of business
• Also list your business on Bing Places for Business

26. 2. Picking the right website address
• Your root domainshould contain city name & main keyword
• If you have a branded domain name then create a page
specificallyfor city and keyword and enter it in the registered
URL
e.g Keyword Rich Domain: www.city-keyword.com
Branded Domain : www.yourwebsite.com/keyword-city

27. 3. Website Structure
• There should be separate webpages dedicated to different
addresses
• Also create separate webpages for the categories
mentioned in business listing
• Mind that the webpages you create are only for crawlersnot
for users
Things to add in your webpage:
Ø Youtube video
Ø An image (Geotagged)

28. Ø Categories as mainkeywords
Ø List the nearby local areas & add external links to them
Ø Links of your directories where you have mentioned address
Ø Add social links
Ø Add location with markup
Ø Embeddedgoogle map
Ø Nearby places like hotels, restaurants etc

29. 4. Citation Authority & Consistency
Ø Citation: Listing of your business along with the name,
address and phone number (NAP)
Ø CA is measure of quality of citations each business has,
higher the scoregreater the ‘authority of their citation’
Ø CA depends upon PA & DA
Ø To increase the page authority add social backlinks, blog
& PR backlinks to that citation page

30. • NAP needs to be consistent and listed the same everywhere or
you’ll have problems later on.
• Tools for citations:
• Moz Local: Pushes your listings to allthe major data
aggregators.
• BrightLocal: To check accuracy& consistency of your NAP
listings & trackingcompetitor citations.

31. 5. Content Syndication
• Create 10-20%backlinks for LocalSEO
• Add backlinks anchor text as ‘cityname-keyword’
• These backlinks should point to the location pages
• Title of the page should also contain ‘cityname-keyword’

32. 6. Ratings & Reviews
• According to a survey, seven out of 10 customers will leave a
review for a business if asked by the business.
• Two important review places: Google my business Page &
Facebook Page.
• Ask your friends & relatives also to give reviews.

33. 7. Structure Data Markup
• Google wants you to use structured data markup because it
helps their spiders better determine what your site content is all
about.
• Provide search engines with more information about your
business, like the products you sell, reviews you’ve collected,
services you offer and so on.
• Using Webmaster Tools do the Local business Markup for your
location pages.

34. Search Engine Optimization
I. What is a Search Engine?
• Search Engines are software systems that are designed to search for information
on the World Wide Web, or more popularly known as the Internet.
• Various Search Engines that are in use are: Google, Bing, Yahoo, AOL etc.
II. How does SE work?
Crawling
• It is the process via which a search engine visits your website for tracking
purpose.
• The method through which search engines gather information about websites
on the world wide web (new posts, pages, sites, updation) etc.
Indexing
• Indexing generally refers to getting your web pages stored in Google server
database and various other search engines.
• A search engine crawls your website to add content to its index.
• An index can be seen as a database of content which is deemed worthy enough
to display as answers for search queries.
Retrieving
• After crawling and indexing all the data is stored in the Search Engine Database.
• Search Engines are answer machines, when someone performs an online search
, SE does two things :
• It returns results that are relevant to the search query.
• It ranks those results according to the popularity of the website serving that
information.
III. What is Optimization?
• Optimization is in aspect to the Website
• Owners optimize their website for search engines to improve their search
rankings
• Optimization is done via following a set of rules
III. What is SEO?
• SEO is an activity that attempts to improve the Search Engine rankings.
• It is the methodology of strategies and techniques and tactics used to increase
the amount of visitors to the website by improving website rank on SERP
(Search Engine Result Page).
• It is the practice of increasing the quality and quantity of traffic to your website
through organic search engine results.
IV. Why SEO is important?
• 91% of the search engine users never go on 2nd page
• On the 1st page, 50% users click on the top 3 results

35. V. Types of SEO:
Black hat SEO: It uses techniques and strategies to get higher search rankings while
breaking search engine rules. These techniques are used to fool search engines & their
search algorithms.
Cloaking: This technique presents entirely different content or URL to the user than
to the search engine crawler.
Hidden Text: Implementing the same color text as of background so that users can’t
see it but search engines can still detect and index them.
White Hat SEO: Techniques that focus on a human audience opposed to search engines
and completely follows search engine rules and policies.
• On Page SEO: It is the act of optimizing different parts of website that affect
your search engine rankings. It is the stuff we have control over and can
change on your website.
• Off Page SEO: It focuses on increasing the authority of your domain through
the act of getting links from other websites.
While what you are ranked for is largely dependent on ON page factors, how
high you rank in search results is largely determined by Off page factors.
Grey hat SEO: It is the practice of using technically legal methods to improve your site
rankings, but which are ethically dubious, and could one day become black hat. It is
basically making use of white hat techniques up to a level where it is just about to
become a black hat SEO technique.
• Spun Content: Act of modifying the copied content using some spinning tool.
• Paid Links: Paid link building is when a website pays a third party domain for
a followed backlink that points back to their domain.
• GSA backlinks: GSA backlink is an automated backlink builder that helps in
creating backlinks in bulk.
• HTML Redesign: Changing the HTML design of the website on regular basis.
Google considers this as updated content.
• Keyword stuffing: Excessive use of keywords in content to improve rank
• Comment on homepage: Google considers comments also as a part of
content, so regular commenting updates the content.

36. ON Page SEO
Keywords
• Keywords are ideas and topics what your content is about.
• They are words or phrases that users search for, also known as “search queries”.
• Keywords are important because:
• They are the connection between what people are searching for and what
actually our content is about.
• They keywords we choose determine the audience we will be targeting.
How to find the right keywords?
• Find the high search volume keywords related to your industry. (Tool – Google
Keyword Planner)
• Find their competition (allintitle:keyword)
• Find their KEI(Keyword Effectiveness Index)
• Optimize for keywords which have a high KEI.
• 𝐾𝐸𝐼 =
&'()*+ ,-./0'1
2-03'4545-6
First you need to identify the phase of the website
Phase I: Your website is totally new
• Find top 10 keywords with highest KEI.
• Build content bucket around these keywords
• Create 1 page for each bucket.
• Write 2000-3000 words
Phase 2: Your website is already ranking for some of the keywords.
• Find the website rank for each keyword. (Use SERP Mojo App)
• Now, leave the keywords for which you are already ranking pretty good
• Take the next top 10 keywords with highest KEI.
• Build content bucket around these keywords
• Create 1 page for each bucket.
• Write 2000-3000 words
Example of Content bucket
• Bucket 1:
• Digital Marketing Course
• Digital Marketing Program
• Digital Marketing Institute
url of this page will also be mapped according to keyword:
www.simplydigital.in/digital-marketing
• Bucket 2:
• SEO course
• SEO Program
• SEO Institute
URL: www.simplydigital.in/seo

37. Tools
• Google Keyword Planner
• Ubersuggest
Content
• It is any content, which is created with goal of attracting search engine traffic.
• Certain factors that have to be kept in mind while writing content for your
website are:
• Content Quality: Provide reason and value to customers.
• Keyword Research: Avoid Technical Jargons
• Use of Keywords: After searching your keywords, we use these
keywords in our content.
Keyword Stuffing
• Avoid Keyword Stuffing
• Use synonyms
• Keep your keyword density between 2 - 4% per 100 words
LSI (Latent Semantic Indexing)
• Search engines do not like when you use same keywords repeatedly. This
is known as Keyword Stuffing, which is highly objectionable.
• To avoid usage of repeated keywords we use LSI keywords.
• LSI keywords are semantically related to your keyword rather than the
primary belief of being synonyms.
• We can find LSI keywords with the help of Keyword planner, simple
Google search and using LSI keyword generator.
Searches related to weight loss
• how to lose weight fast
• weight loss tips
• weight loss exercise
• weight loss programs
• weight loss pills
• weight loss diet
• weight loss supplements
• weight loss foods
Example of content using these terms:
While trying to lose weight, I tried all techniques in the book.
I tried every weight loss diet available.
…
I asked for weight loss tips from those who had succeeded in losing the weight. It
worked for them but somehow it didn’t work for me.
…
after I had been at it for 6 months, and i was not seeing any results … my gym trainer
recommended weight loss supplements. I was scared of the side effects and ended up
not taking them. Now, I am happy that I didn’t take them

38. Some other factors that are important while writing content:
• Use of image and videos
• Writing on trending topics and your content should be fresh.
• Use of short and simple sentences (15-20 words)
• Explain point wise or in listical manner
• Content should be unique. You can use plagiarism checker to check for duplicate
content.
Meta Tags:
• Meta descriptions are commonly used on search engine result pages (SERPs) to
display preview snippets for a given page
• Title: Primary kw+ Sec. kw+ Brand Name (60-72 characters)
• Description: Primary + Secondary (155-160 characters)
• We need to make sure our keyword is in meta title so that our articles come up
in search. It helps us give a primary title of our page for the user and it also helps
simplify information for SEO purposes.
• A description tag provides us the chance to give an overview of page’s content. It
helps us explain what our page is about.
• Draws readers to website from SERP, hence improves the click through rate.
• Avoid duplicate meta description tags.
For doing On page SEO in Worpress, use the following plugin:
After installing this plugin, go to any page and scroll it to the bottom. There you will
find editing options of Yoast SEO.

39. Put the title and description as shown until it becomes green & optimize for focus
keyword.
Keep a check on the analysis section to reduce the errors related to on page SEO

40. For developers: These meta codes can be inserted in the <head> section of your html.
<title>Digital Marketing Course by IIT-IIM Alumnus & Industry Experts</title>
<meta name="description" content="Simply Digital provides ……….. your career.">
<meta name="keywords" content="digital marketing course in delhi,…………,internet
marketing training in delhi">
Open graph tags: These tags are for Facebook, so that if someone shares any page of
your website on Facebook, a short preview of that page along with description is also
shared.
Codes for OG tags: Put these codes in the head section.
<meta property="og:title" content="Professional Courses in Digital & Internet Marketing:
Simply Digital">
<meta property="og:description" content="Simply Digital provides ……….Join today!">
<meta property="og:image" content="http://www.simplydigital.in/images/bannner-
pearl.jpg" />
<meta property="og:site_name" content="Simplydigital.in/" />

41. Twitter cards: For twitter
<meta property="twitter:card" content="summary">
<meta property="twitter:title" content="Professional Courses in Digital & Internet
Marketing: Simply Digital">
<meta property="twitter:description" content="Simply Digital provides…….. Join today!">
<meta property="twitter:URL" content="@simplydigital15">

42. H1-H6 Tags:
• Use <h1>….. <h6> tags for headings and subheadings
• Include your primary keyword in the heading <h1>
Alt Tag: An alt tag is used for image and video description.
• The alt tag provides a text alternative for search engines as search engines
cannot interpret images.
• Useful for crawlers and users who cannot view images.
• Should be simple and natural
• If you have same image on different pages, then use different descriptions.
• By using different descriptions we can focus on different keywords.
• If you have same image on different pages, use different description
• Example- For an image of backpack, you can use
o Lightweight blue backpack ideal for traveling.
o Expedition pack for mountain climbing.
o Knapsack for women hikers.
o Comfortable computer daypack for students
Caption: The caption is a text, which is displayed below image. It can also be used to
mention the source of the image used.
URL Optimization:
• URL provides informative signals that help search engines understand the
content of the page, its purpose and its target market.
• Certain key points to remember are:
o Use readable url’s
o Use hyphens in url, avoid underscores
o Select relevant keywords
o Don’t use capital letters, as url’s are case sensitive.
o Avoid stop words like “the”, “and” etc
o The URL should be short.

43. Links:
• Link building is important as it helps users navigate between pages on the
internet.
• Link building is important as it helps in building relationships, help in earning
referral traffic and finally helps in brand building.
• Types of links:
o Internal links
o External links
• Internal links are any links from one page on a domain which lead to another
page on that same domain. The internal links to a specific page signal the
relative importance of that page.
• External links are links that point to any other domain other than the domain
the link is posted on.
Page Speed
• Measurement of how fast the content on your page loads.
• If longer load time, then higher bounce rate and lower avg. time spent by the
user on the site, which finally affects our conversion.
• We can use gtmetrix.com to check our loading speed.
• Page load speed goes from 1 to 3s , the bounce rate increases by 32%
• Speed goes from 1 to 5s, the bounce rate increases by 90%.
Ways to optimize page speed:
• Delete unused plugins if you are a wordpress user.
• Enable compression: Reduce the size of html, css and js files that are larger than
150 bytes.
• Minify css, html and javascript : optimize your code by removing spaces,
commas and other unnecessary characters. Also remove unused codes and code
comments.
• Reduce redirects
o Example.comàwww.example.comàm.example.comàm.example.com/h
ome.
• The 2 redirects in between are extra and make your page load slower.
• Optimize your images
o Be sure that your images are no larger than they need to be
o They are in the right format. (PNGs are better for graphics while JPEG is
better for photographs)
o They are compressed for the web.

44. • Set browser caching
o Browsers cache a lot of information so that when a repeated visitor
comes back to visit your site, the browser doesn’t have to reload the
entire page.
o When we leverage browser caching , our pages load faster for repeated
visitors.
• Use Content Delivery Network.
• Use better programming language.
SSL Certificate: Security certificate for any website
• Builds trust in users. Users find it safe to use your website
• SSL stores user’s information in the server in encrypted form.
• Enabling SSL certification on your website and shifting to HTTPS makes Google
understand that your website is safe for transactions and highly secured
• Google always prefers to give its users a trustable and credible user-experience.
Crawling
I. Follow & No-follow Links
• A nofollow link does not allow search engine bots to follow the link i.e if website
owner is linking back to you with no follow attribute it does not pass on the link
juice. It doesn’t count for SEO.
• Only humans will be able to follow the link.
• A dofollow link allows search engines to follow the link and reach our website,
giving us the link juice and the backlink.
• Humans and Search engine both will be able to follow you.

45. • For a link:
<a href=”http://www.fictivepage.com/xyz” rel=”nofollow”>
• For an entire page: (This goes in the <head> section)
<meta name="robots" content="nofollow">
II. Index & No-index Pages
• No index: To prevent a page from appearing in Google Search (This goes in the
<head> section)
• <meta name="robots" content="noindex">
• Follow,Index : Default Setting, Original Content with your important links.
• Nofollow-Index : Clients logo page(This goes in the <head> section)
• <meta name="robots" content="nofollow">
• Follow-Noindex : Copied Content with trustworthy external links(This goes in
the <head> section)
• <meta name="robots" content="noindex">
• Nofollow-Noindex : Copied content with irrelevant external links(This goes in
the <head> section)
• <meta name="robots" content="noindex, nofollow">
III. Canonical Links:
• An HTML element that prevents internal duplicate issues by specifying the
preferred version out of two pages.
• The canonical tag is all about duplicate content and preferred content.
• It helps search engines identify which is the original page in relation to
duplicated content.
• For eg : Multiple URLs are created on ecommerce sites while using filters , where
these URLs have same or similar content.
• The canonical tag is used in these instances to tell the search engine, which is the
original content.

46. <link rel="canonical" href="http://www.fictivepage.com/best-pa
ge" />
IV. Robots.txt:
• It is a file where you mention that you don’t want certain pages of your site to be
accessed by crawlers.
• For wordpress, the following plugin can be installed.
It will show up in “settings” tab

47. V. Sitemap:
• Sitemap is an XML file that is full of your individual webpage's URL. It is an
archive of every webpage in your website.
• It is used for the purpose of letting the search engine crawlers follow the links to
individual webpages so that it doesn’t miss out anything.
• Search engine should see all your pages, as more pages they index from you, the
more trust your site gains.
• An experiment was conducted to see if submitting a Sitemap to Google would
decrease the time it took Google to crawl and index the page.
• Results:
Before submission: 1375 minutes
After submission: 14 minutes
Priority: It is set to a number ranging from zero to one; if no number is assigned, a
page’s priority is 0.5. A high priority page will be crawled first as compared to other
pages.
Here are some examples of different types of pages and how their Priority sitemap XML
tag value might be set, depending upon how important they are…
• 0.8-1.0: Homepage, subdomains, product info, major features
• 0.4-0.7: Articles and blog entries, category pages, FAQs
• 0.0-0.3: Outdated news, info that has become irrelevant
Frequency: This tells the search engines approximately how often each page is
updated. An update refers to actual changes to the HTML code or text of the page, not
updated Flash content or modified images.
According to Google, the Changefreq XML tag may be set to one of seven frequencies:
“never” “yearly” “monthly” “weekly” “daily” “hourly” “always”
For Wordpress you can use the plugin called Google XML sitemap.

48. For a coded website you can generate the sitemap via xml-sitemaps.com
To find any website’s sitemap search on Google like this:
site:domainname .xml

49. What is Off-Page SEO?
Off-page SEO refers to the methods that can be used to improve the positioning of a
website on the search engine results page (SERPs). Many people associate off-page
with link building, but that’s not the only part. In general, Off Page SEO has to do with
the promotions and practices which are beyond website design for the purpose of
ranking a website higher on the search results.
What are Backlinks?
A backlink is created when one website links to another website. The link of site B from
site A is called the backlink. Backlinks are extremely valuable from SEO point of view.
In actuality, backlinks to your website are a signal to the search engines that others
validate your content. If many websites link to the same webpage, search engines can
conclude that the content is worth linking to and therefore also worth showing on the
search engine results page (SERP). So earning these backlinks can have a positive effect
on a site's position and visibility on the search engine.

50. What is Link Juice?
Link juice is the term used to check the backlinks that you have provided on other
websites. It tells you how much referral traffic you are getting from different links. Link
Juice is an important factor for ranking your website on search engine results page.
What is Link Building?
Link building is the process towards obtaining hyperlinks from other websites to your
own website. There are numerous methods for building links. SEO specialists have
concurred that link building is one of the most difficult parts of their jobs. Many SEO
specialists spend most of their time trying to get the job done successfully.
Consequently, on the other hand, if you can acquire the art of building high-quality
links, it can really put you ahead of your competition.

51. How to find good websites for link
building?
• Domain Authority
Domain Authority is a score for search engines created by Moz that predicts how
well a website will rank. DA score ranges from 1 to 100, with higher scores having a
greater chance to rank higher on the search engine result pages. The domain authority
of a website describes the relevance of a particular field or industry. This relevance
directly affects the positioning by the search engines, trying to evaluate domain
authority via automated analytical algorithms. In a less competitive field or subject,
even websites with a low rank can achieve higher visibility in search engines as the
highest ranked websites that match a definite set of search words which are positioned
on the top positions in the search engine result pages.
Where to check: https://smallseotools.com/domain-authority-checker/
How to check:
Results:

52. • Page Authority
Page Authority is a score developed by Moz that predicts how well a certain page will
rank. Page Authority scores range from 1 to 100, with higher scores corresponding to a
more prominent probability to rank on search engine result pages.
Where to check: https://smallseotools.com/domain-authority-checker/
How to check:
Results:

53. • Alexa Rank
Alexa rank is based only on two sets of data i.e. the total number of unique visitors as
well as the number of pages viewed by them. To put it differently, websites with higher
rankings are not only able to attract new visitors, but also have the quality content that
is able to keep people on their website.
Where to check: https://www.alexa.com/siteinfo
How to check:
Results:

54. Types Of Backlinks with link submission
sites
• Article- ezinearticles.com, articlecube.com, livejournal.com
• Blog- blogspot.com, minds.com, sites.google.com
• Search Engine- Google, Yahoo, Yandex, Bing
• Image- Pinterest, Instagram, Flickr, Imgur
• Video- Youtube, Vimeo, Dailymotion
• Directory- Justdial, Indiamart, Sulekha, Yellow Pages
• Forum- Quora, Stack Exchange,
• Comment- comments can be posted on relevant websites related to your
business.
• PPT- Slideshare, Scribd
• Social Bookmarking- reddit.com, stumbleupon.com
• Classifieds- OLX, Quickr
Visit SEOKHAZAN.COM to find more such site

55. Methods to find relevant websites for
your business
• Visit website seokhazana.com to find good backlink source.
• “write for us” keyword : Find the websites for guest blogging. They
have their own criteria but most of them ask for the original content
and give you 2 back links.

56. • site:.edu keyword: Search engine gives high value from educational
and government site backlinks. Using this command line on google you
can find out pages from website with .edu extenions and related to
your industry. Then you can start link building for that.
Similarly
• site:.gov keyword
• site:.org keyword
• site:edu “disqus” keyword
• site:org “disqus” keyword

57. Competitive Analysis
Tools which help in finding link building opportunities and damaged links as
well
• Open Site Explorer (FREE)
Where to check: https://moz.com/researchtools/ose/
How to check:
Results:

58. • Open Link Profiler (FREE)
Where to check: http://openlinkprofiler.org/
How to check:
Results:

59. • Ahrefs (PAID)

60. Link Earning Methods
• Moving Man Method
The Moving Man method is an advanced new method for building quality
backlinks with relevant sites related to your field or industry. The focus is on
finding the right fit for your backlinks by reaching out to people with similar
interests who are at present linking to pages that have moved or have shut
down.
STEPS:
1) Find resources that are outdated or keep an eye on industries that rebrand
or change names.
2) Use search strings to find websites that are outdated by using search
strings :
• “service not available”
• “page no longer exists”
• “no longer available”
• “website closed”
• “this page is no longer updated”
• “service no longer available”
• “this website is no longer updated”
3) Find sites that link to the old resource
Now that you’ve found a site that recently re-branded or a site feature that’s
no longer working, it’s time to find the links pointing to that page. Just grab
the URL of the outdated resource and put it into your backlink checking tool
(“Broken Link Checker” and “Check my links extension” on Google Chrome).
4) Reach out and get your link
The last step will be to connect with all the people who still link to the
outdated resource. You would want to put in their notice about their
outdated link and gently suggest that they review your link and add it to
their site.

61. • Skyscraper Method
STEPS:
1) Select a keyword to target
The first step in the skyscraper method is to find a keyword that you want to
target related to your field and find content related to this keyword that
already has a considerable amount of links to it.
2) Create a better content
Make content related to your keyword even better than all the contents that
are accessible out there.
3) Get high-quality links and reach out to people through e-mail campaigns
Start letting people know about your amazing content and find authentic
sites in your niche to link to you using the email outreach plans.
• Broken Link Building Method
STEPS:
1) Identifying external broken links on various websites
Broken link building is the procedure of identifying external broken links
on different websites (using Check My Links extension on Google
Chrome), where the broken link is directing to a content similar to an
article you have already made.
2) Getting the broken link replaced
The main aim is to get the broken link replaced with the link to your
working page. It’s a win-win situation for everyone involved; the linking
website gets to fix their page consisting of the broken link with very little
effort. You get a high-quality relevant link, and readers get to avoid any
dead links while browsing. Though the concept itself is simple, it can be
time-consuming to come into effect.

62. Google Webmaster
There are various SEO tools out there; one of the most useful tool is
Google Webmaster. It is a tool that is provided to us by Google itself and
it offers us a lot of vital SEO insights. It is a free service that is provided
by Google to anyone who owns a website .It helps you evaluate and
maintain your website’s performance in Search Results. As of May 2015,
Google rebranded Google Webmaster Tools as Google Search Console.
How do we connect our site to Google Webmaster??
To connect our site to Webmaster, we need to go install AddFunc
Header and Footer. It is a plugin that provides us a Site-wide head and
foot tab where you can add codes that you wish to add to our site
header and footer.
• To set up Webmaster, we go to www.google.com/webmasters.
• The next step would be sign in from your Gmail id.
• Next, we add a property to the Search Console. A property could
be your Android App or your own Website.

63. • You add your website’s URL into the space provided and then
click on ADD A PROPERTY.
• Now to connect Search Console to our site, we have been provided
by two methods: Recommended Method and Alternate method.
We choose the Alternate method where we click on via HTML tag.
• When we click on HTML tag, it generates a unique code for us that
we have to paste in the site wide head of our side.

64. How do we do that??
• This is done via AddFunc plugin that I informed you about at the
starting of the tutorial. Copy the code and head back to your
website’s dashboard. Over there on the left hand side you will see
a Settings tab, where you will find your plugin AddFunc Header
and Footer. Click on it and it will open the site wide head and
footer for you. Paste the code there and save your changes via
scrolling at the bottom.
• Now, head back to the Search Console and verify your property. It
can take around 7 days before you can see you website’s data on
the Search Console.

65. After adding your property, the first thing that we come across is the
Dashboard.
Dashboard
You can access all of your website’s data over here. We can also adjust
the settings over here and check if we have any unread messages.
In the left hand side we have all the tools that are at our disposal.
We have three visualizations on the Dashboard. They represent the
Crawl Errors, Search Analytics and Sitemaps.
These are quick glimpses of your site and crawlability.
All of these are shortcuts to the reports, which are present in the left
hand menu.
Messages
Google communicates with us, the webmasters via this Messages option.
Messages will not spam. The best thing here is that you won’t receive
more than a few messages in a month.
Any issue with the site, from 404 errors on our web pages to our site
being infected by any malware.

66. Search Appearance
Under Search Appearance we have 5 major options that are covered ,
they are : Structured Data, Rich Cards, Data Highlighter, HTML
improvements and lastly Accelerated Mobile Pages.
If we click on the “?” icon that appears to the right of the Search
Appearance, a pop-up appears. The pop-up basically explains us each
element of the SERP.
When we click on each individual elements it gives us an in depth
information as to how to optimize that element and improve it from SEO
perspective.
• Structured Data
Structured data is basically a code that we add on our website. The code
is written in a manner that the search engines are able to understand it.
The search engine reads the code and it helps them understand our

67. websites better and thus display them in a specific manner. We
highlight or markup data with help of Structured Data Markup Helper.
The Helper is located in Testing Tools, which you can access via Website
tools.
Whatever you have highlighted with the help of Structured Data Markup
Helper, you can check it in Structured Data Testing Tool. The tool is
again present in Testing Tools.
Whatever we highlight or markup, the code for that is generated in 3
languages. They are: Microdata, JSON-Ld and RDF-a.
Microdata is preferred when we want our result to look better and
display in a better manner for Google and Bing.
JSON-Ld is used when I want my results to look better on Google and
Mobiles.
RDF-a is used for better display of results on Yahoo, Bing and Yandex.
When using Structure Data, a markup code is created in
Microdata/JSON-Ld, which then we have to paste in the head of the page
that has been marked or structured.

68. • Rich Cards
Rich cards are a new Search result format that has been built on the
result of Rich snippets.
Rich snippets display your content in a more engaging way and help
your content display in a better manner. The main focus of Rich cards is
to provide a better mobile use experience.
Rich cards initially have come up mainly for two content categories:
movies and recipes.

69. • Data Highlighter
The Data Highlighter is an alternative for Structured Data that has been
provided to us by Google Webmaster.
We can highlight or make the important sections of our page/website by
just pointing and clicking the important words or phrases on our page.
When we use Data Highlighter the code that is generated via
highlighting is automatically placed on the head of the page directly.
The only issue that we have when we are using Data highlighter is that
Google can only access the tagged elements; other search engines won’t
be able to access and understand it.
• HTML Improvements
Under HTML improvements we can view the metadata suggestions and
the problems that we are facing when crawler (Googlebot) is crawling
our website.
Meta data consists of our meta-title and meta-descriptions and in HTML
improvements we find any issues related to any of these matters like
missing tags, duplicate descriptions and non-indexable content.

70. • Accelerated Mobile Pages (AMP)
AMP is an open source-coding standard for publishers. The main aim for
AMP is for publishers to be able to load their sites quickly mobile. As the
desktop resources can be very heavy and plenty there might be a
possibility when loaded on mobile the process might be slow.
So, AMP is a project from Google and Twitter that helps them design fast
mobile pages.
This was in response to Facebook’s Instant Articles project.
The Accelerated Mobile Pages lets us see all the pages that have
implemented AMP. Also it informs us which pages have errors, when
clicked upon the error displays the URLs with errors.
Search Traffic
The Search Traffic reports we can check how many times do we appear
in Google Search Results. We can group data and check it via various
categories offered by Search Console. Thus, we can basically analyze and

71. understand and improve our site’s performance. We can also check our
backlinks, internal links and the areas, which we want to target via our
domain.
In Search Traffic, we have: -
• Search Analytics
Under this we analyze the performance of our website on Google Search
(SEO perspective) and compare our results on various parameters to
understand how is our website performing.
The parameters are Queries, Pages, Countries, Devices, Search type and
Dates.We can check the Clicks, Impressions, CTR and Position for these
parameters.
• Links to Your Site
This tab gives us the total number of backlinks that exist for our
website.
It also gives us the most often-used anchor text, the site that links us the
most and our most linked page or content.

72. • Internal Links
We are able to check the amount of internal links that we have created.
All the pages that have been internally linked and the amount of internal
links every page has can be checked via here.

73. • Manual Actions
Manual Actions report provides instances when a human/user has
decided that the pages on your site are not in compliance with Google’s
Webmaster quality guidelines. The pages can be flagged if they don’t
meet the guidelines. Flagged sites can be demoted or even removed
from the Google Search Results.
• International Targeting
In international targeting we can target an audience on the basis of
either language or country.
• If we have a .com, .org, .biz, then we can geotarget. It helps
us decide how our website appears for geographic queries.
We can choose the countries from a drop down menu, if we
do not wish to associate with any country we can chose the
unlisted option.
• We can target our website for users that speak different
languages. We can do this via using hreflang tags. Google
uses these tags to match users language preference with the
right version of our page.

74. • Mobile Usability
Mobile Usability reports any errors or issues that your site has with
mobile usability. With majority traffic been driven via mobile devices, it
is a necessity that our website is mobile friendly.
Certain kinds of error that we can come across are: Flash Usage,
Viewport error, Small font size, Touch elements too close etc.

75. Google Index
The Google Index section reports to us all the issues we can face when
our digital asset (website/app) is being indexed. We can check the
status of our pages, get notifications if any resources are blocked and
finally also remove URLs if we wish to via this tab.
In Google Index we have: -
• Index Status
The index status allows us to keep track of our website with Google
Index. It displays us how many pages have been indexed. It also gives us
the information about how many pages have been blocked by robots.txt
and lastly the pages that we have removed from Google’s Search Results.
when checking the Index Status report we look for Steady rise in graph,
check for any sudden drops and make note if unusually high index
volume for your website.

76. • Blocked Resources
The crawler or Googlebot has to access many resources on our page so
that it can render and index the page. Resources like JavaScript, CSS,
image files should be available to the bot so that it can see the pages like
a user would.
If these resources are being blocked from Google and the crawler is not
able to see these resources, then you will get a list of blocked resources
within that host.
• Remove URLs
The Remove URLs tool helps us to temporarily block pages from Google
Search Results. When we temporarily remove a URL, the request
remains successful for 90 days.

77. If you wish to permanently remove the URL, then we need to remove or
update the actual content from your own website and we have to make
sure that our web server return a 404 or 410 error.
We can reinclude the URL by cancelling our 90-day block from Search
Results.
Crawl
Under the crawl section the Search console provides us with all the
issues that will be related to the crawling of our website.
Under Crawl we have Crawl Errors, Crawl Stats, Fetch as Google,
Robots.txt tester, Sitemaps and finally URL parameters.
• Crawl Errors
In the crawl errors reports we are provided details about the URLs that
Google was not able to crawl or gave an HTTP error code.
It provides us with two mains sections: Site Errors and URL errors.
Site Errors

78. They are of three types: DNS Error, Server Error and Robots Failure.
The site errors display data for the last 90 days.
For a website well functioning website, the site error section should
report 0 errors.
URL Errors
The URL section reports the top 1000 pages or URLs with errors that
need your attention. Every error reported here is not a serious one, but
still they should be checked timely as they might have a negative impact
on the users and Googlebot.
• Crawl Stats
The crawl stats report is only for websites. It provides us information
about Google’s crawler on our website in the last 90 days.
The important thing to understand is crawl stats are only available for
verified websites. Also another important factor is that there isn’t any
good crawl number. We should see a relatively even chart. Sudden
spikes or drops should be a concern and should be looked into
immediately.

79. • Fetch as Google
It is a very important feature provided to us, webmasters, by the Search
Console.
The fetch as Google tool enables guys to test how Googlebot crawls a
page on our website. We use this tool to see whether Googlebot is able
to access our page and whether all our resources are accessible to the
Googlebot.
It helps us find us issues, if any, on our website or specific webpage.

80. When we click on Fetch we get the HTTP response, while when we click
on Fetch and Render it fetches that specific URL, displays the HTTP
response and also renders the page accordingly.
• Robots.txt Tester
This tool helps us to check whether Robots.txt blocks the URLs from
Googlebot or Google crawler.
It lets us edit the robots.txt and check for errors for Googlebot,
Googlebot-News, Googlebot-Images, Googlebot-Video, Googlebot-
Mobile, Media partners-Google and Adbot-google.
For the URLs that are disallowed we notice Blocked message, for all
other URLs allowed is displayed.

81. • Sitemaps
A sitemap is really important, as it is a XML file where we list all our
webpages that we wish Googlebot crawls and indexes. It helps a crawler
understand our site better. It provides metadata about the pages we list
in the sitemap.
A sitemap is required if our website is very large, the content is not
interlinked properly or your website is new.
• URL Parameters
URL parameters are designed for webmasters that want that Google
crawls their website more efficiently. This is a very powerful option
provided to us by google where we inform Google the recommended
action it has to take when it encounters a certain parameter. Great
attention has to be paid while dealing with this section as if we skip or
by mistake leave certain important pages then Google won’t be able to
display them in search results.

83. Content Marketing
Content: Which connects the consumer and the advertiser.
Every content that we put on Digital platform should be measurable and the measurement
matrix should be defined in advanced.
Communication Channels:
Website, Blogs, Social Channels, Youtube, Emailers
Content Cycle:
Plan
• Website: Target – Crawler (Higher Rank)
o Keyword Planning
o Competition Planning
o KEI
• Blog + Emailers: Target – User (Bring Traffic)
o Problem Solving Blog
▪ Google Search “wh Question phrase” +keyword
e.g. “How to” backlinks
▪ Search topics on Quora
▪ Search on WikiHow
• Social+Youtube – User Retention
o Trending Content
Content
Cycle
Plan
Create
Distribute
Measure

84. ▪ Trending on Facebook
▪ Trending on Twitter
▪ Trending on Youtube
▪ Trending on in.yahoo.com
o Knowledgeable Content
▪ Follow Influencers
Create
Website:
• 2000 words
• exact keyword in first 100 words
• Keyword Density of 2-3%
• Keyword Prominence
• Keyword Proximity
• LSI
• Original Content
Blog:
• Use APP Method i.e. Agree-Promise-Preview
o Agree: Define the problem statement so that readers can relate
o Promise: Describe what readers are going to get after reading the blog
o Preview: Show them something to believe you (e.g. Results)
• Use Bucket Brigades – Use connecting phrases between the paragraphs
Social Media + Youtube:
• Sharability Quotient:
o WOW!!! I don’t know this
o This could be USEFUL to my friends
o Cute
o Funny
Distribute
Website+ Blogs+Youtube: Create Backlinks and Distribute on Social Media
Emailers: Shoot to the Double Opt-in Database
Social Media: Join Groups and post, Use Hashtags and Profile tags
Measurement
Objective Website + Blog Social Email Youtube
Consumption Time Spent (Google
Analytics)
Impression
(Social Insights)
Open Rate
(Mail Insights)
Time Spent
(Youtube Analytics)
Engagement Pageviews/Session
(Google Analytics)
Post Like+Comments
(Social Insights)
Click Rate
(Mail Insights)
Like + Comments
(Youtube Analytics)

85. Sharing NA Share
(Social Insights)
Forwards
(No Reporting)
Shares
(Youtube Analytics)
Retention Returning Visitors
(Google Analytics)
Page Likes
(Social Insights)
Total Data –
(Spam+Unsub)
Subscriptions
(Youtube Analytics)

86. How To Create Email Campaigns Using MailChimp
MailChimp offers tools that are simple and make it easy to send attractive email campaigns. In
this course, we take you through the three basic steps of MailChimp—create a customer list,
build a campaign, view and analyse the results.
Let’s go through all the steps required in building a successful email campaign.
Create Your List:
It takes very less time to set up a list when you have a MailChimp account. You just need to
provide your details, add your subscribers’ list and MailChimp will get everything organised for
you.
Follow the steps given below:
1) Click on the Lists page mentioned in the top bar
2) Then click on ‘Create List’
3) Click on the ‘Create List’ option from below
4) Type in the list name and put in all your details and your client details and set a reminder
as to how they landed on your list.

87. 5) Put in the other details and click on the Save button.
6) You will see a notification when your list is created and a set of links in your next steps.
If you already have a list of subscribers, the following section talks about importing
those in just a few steps.
Import Your List:
When it comes to importing from a list, MailChimp does the job for you. You need to
provide them with the subscriber details that you want in your list, and they will guide
you on how to organize and manage the list.

88. You can add subscribers to your campaign in three different ways:
• Paste or type in the subscriber contact information by yourself.
• Upload the list from a spreadsheet (.csv file)
• Import the list from your CRM (customer relationship management) database like
Zoho, SalesForce, etc.
If you’re working on an Excel file, use the Copy/Paste from file option on the import
screen. If you have a CSV file with all your contacts, upload the file directly by selecting
the CSV file option.
Follow the steps below to upload your contacts from your computer.
1) Navigate to the Lists page.
2) Click on the drop-down menu and select the list you want to work with
and choose Import.
3) Click the button for CSV or tab-delimited file if you have a CSV file or
Copy/Paste from thefile if you have an Excel file.
4) Depending on the method you select, copy and paste your contacts from an
Excel file or click the Browse button to select the CSV file you want to upload.
5) Click Next in the lower-right corner of your screen.
6) On the Import Subscribers page, you’ll have to set a name for each list
column and choose a type, such as first name, last name or email address.
This process makes it easy for us to read the data correctly and maintain the
list in an organised manner.

89. 7) On the Import Checklist, review your import. Click on Edit to make any
changes in the list. When you’re ready to import subscribers from your list,
then click on Import in the lower-right corner.
Create and design your Campaign:
Create your design
MailChimp’s Campaign Builder does all the work from creating to sending an email
campaign. Choose a campaign type, add your customers, select a template, add your
content and send in your design. To make a campaign on MailChimp, navigate to the
Campaigns page, and then select Create Campaign option in the upper-right corner of the
page. To start, it is always recommended that you choose a Regular Campaign.
At the bottom of the page, you can see the Progress Bar, which allows you to navigate
through different steps during the Campaign building process.

90. Design your Campaign
You can design your mail using the templates already provided in MailChimp. These templates
are very simple to use. You don’t need to know anything about designing or programming to
get your campaign started. Just select one of those predesigned templates, put in your content
and you’re all set to start off your campaign.
Finally when your campaign is ready, navigate to the ‘Confirm’ button, click ‘Send’ and wait for
the reports to roll in.
Reports:
Mailchimp’s report analyses the open rates, click rates, no. of unsubscribers, etc. They provide
an overview of all the data which are most relevant to you about your campaign. To view a
campaign report, head on to the Reports page and select the campaign which you want to
view. Below is an overview of all the important details related to the selected campaign.

92. Google AdWords 2019
Google Ads is a powerful platform, especially for small businesses. If you know the cost
and margin of your product then Google Ads is a no-brainer.
Businesses often see 3-10X the return on their investment, but many business owners
are still scared to dive in.
Why?
Well because it can be challenging to set up a Google Ads campaign.
Google introduced Google Adwords (now Google Ads) 19 years ago in 2000. Yet, the
essence of Google Ads has not changed in the last two decades.
Google has become a staple of the marketing community. You can see how Google’s
ad revenue has increased since 2001 in the following.

93. For any business, no matter how big or small, using Google for advertising will bring
insane benefits.
Google Ads allows you to:
1. Take advantage of Google’s immense reach. According to Smart Insights,
Google’s number of daily searches exceeds 3.5 billion.
2. Limit your daily budget and maximum bids to make sure that you’re not spending
more than you’re supposed to.
3. Reach the right customers at the right time. When you are looking for “plumber
(insert city)” you know that person is ready to buy.
4. Get faster results than search engine optimization.
Although many websites still rely on search engine optimization, it often can be months
before your results are indexed by Google. We still recommend SEO, but with Google
Ads you can get organic traffic faster, no wait needed.
This article offers a practical, foolproof guide, to your first campaign on Google
Ads. If you’re reluctant to use Google Ads because it’s your first time, by the end
you will be able to test the waters and be more confident about your next Google
Ads campaigns.
How Does Google Ads Work?
Google AdWords is a marketplace where companies bid on keywords to have their
website show at the top of the search.

94. In this example, Grubhub was able to outbid Dominos to claim the top spot for the
keyword “pizza delivery.”
However, the highest bid doesn’t always win. Google incentivizes companies to ensure
that the user experience remains high. Google will combine the a quality score (how the
website relates to the keyword) along with the bid amount.
The person with the highest quality score and bid amount wins.
Step #1: Set up Google Ads Account
Setting a Google Ads campaign is really just about following some directions. First of all,
to set your account you need to visit Google Ads Home page and click on the ‘START
NOW’ button.

95. After you click start now you will see a page where you can put in your website, but I
recommend to leave and navigate to the adwords dashboard. We want to manage the
campaigns from because you have more flexibility and control of the campaign.
Step #2: Start a Google Ads Campaign
After you created your account and navigated to the main dashboard. In the left-hand
column, you will want to click on campaigns.
After you will see a blue button with a “+”. Click the blue button and click “New
campaign”.
On the next page, the first thing you see is an array of options for the “goal” that you
want to achieve.

96. For 99% of businesses, their main goal will be to convert website traffic into leads. The
main purpose of this area is to allow us and Google to track when an event happened
so you can better track your ROI.
Beneath this section, you will see different campaign types.
In this guide, we will mainly be going over Search campaigns as this is where we will
best be able to track buyers intent for specific services.

97. Display campaigns are used to help spread awareness of your brand. This is great if
you want more people to know about you. You often see display ads on blogs and other
websites in sidebars. For our campaigns, it is not needed.
The shopping campaign is a new type of campaign for e-commerce businesses. We will
not be able to cover it in this guide, but please message us if you have questions
specifically tailored to e-commerce.
After you select “Search” campaign you will be asked click how you will track your
conversions. We will put in both traffic and phone calls as we want people either coming
to our website and submitting forms or calling us directly.
Click “Continue” and you will be directed to a new page.
Step #3: Define Campaign Audience
We are still creating a campaign, but on this next section, we will get more into the
audience of the campaign.
On the first part, name your campaign as well as make sure that you unselect network
audience.

98. After this section, you will pick the location that you will want to target.
In this section, you will want to manually put in the location that you want to target. If
you are from Morris, Pennsylvania you can target your exact city.
If you click on “Advanced search” you can also target your location by radius.

99. Now you will also want to go to “Location options” and select the best options for you.
Not all people might be searching for your keyword in your target area. This can be both
a good thing and a bad thing. For example, if you are looking to rent your apartment to
vacationers then you might want to target people who are outside of your target
location, but searching for your service. However, some people might be searching
“plumber reno, nv” and might be located outside of Reno. This person could be

100. searching for someone else, could be searching pricing of different areas, etc.
Depending on the campaign you might want to also target these people.
In the next section, you will target all people in your desired language. For audiences,
we will ignore that section. If you are curious you can read about Google Ad audiences.
Step #4: Choosing Your Google Ads Budget
This section often confused people but is a lot easier than you think. With some simple
math, you can figure out how much you should be spending on Google Ads.
In order to know how much you should spend you need to know your profit per sale and
your conversion rate.
If you are a hair salon and your service costs $100 and out of that $100, you make $50
profit then $50 will be your profit per sale.
Your conversions rate is the number of leads or purchases that occur per visit to your
website. If a 1000 people visit your website and 10 people contact you, then that is a
1% conversion rate.
Would you be willing to make $20 dollars per customer instead of $50? That means you
would be able to pay $300 dollars (3X10) to gain 10 new customers. So for 1000 clicks
at a 1% conversion, you could pay $0.30 per click.
If you can spend $75 dollars a week ($300 dollars a month) you should acquire 10 new
customers a month. Your daily ad budget would be $10 dollars roughly a day.

101. Now that we calculated our daily budget input it on the page as well as the delivery
method. We normally choose standard for the delivery method. The difference between
standard and accelerated is in the standard delivery they will optimize your budget over
a week, but in the accelerated, they might spend it all on one day.
Step #5: Defining Your Google Ads Bidding Strategy
The next section is the area where you put your bidding strategy.

102. There are several strategies that you can utilize to help maximize your budget, but for
now, we will start with a manual cost per acquisition.
In the advanced strategies, you can set it so that Google will automatically raise or
lower bid amounts in order to get the best conversion rates at any one time.
For our example, we’ll set the target cost per action as $30 dollars. As you progress
your ad campaign you can begin to lower this number to get the most out of your ad
budget.
Step #6: Google Ad Extensions (DO NOT FORGET
THIS)
Google Ad extensions are probably the number one thing that people miss when
making their ads.
Let’s take a look at these live examples I just pulled from the internet.

103. In the first example, the add is one sentence. The ad appears small and does not grab
your attention. Now, look at the second one. They are using all of their available ad
extensions. They have a full ad description, services outlined, as well as immediate site
links.
The second appears to have more authority than one and three, gives more information
immediately to the potential customer, and has a better click-through rate. Click through
rate is the number of people who view your ad and click. The higher the click-through
rate the better the quality score you get. As we discussed above, the higher the quality
score the less you will pay per click.

104. Sitelink extensions require a URL and appear in blue. These link directly to a page on
your website. Normally you will list your most popular services here. Callout extensions
are not linkable and appear above site links. For callout extensions, you should put the
benefits of working with your company.
The last one is a call extension. It drives me nuts when I see ads without call
extensions. The majority of traffic is on mobile now. Google makes it incredibly easy to
call you directly from your number provided. Additionally, if someone calls you without
clicking on the link, putting the number in manually, that is a free lead! We LOVE free
leads. So please make sure you put a number.
Step #7: Ad Set Preparation and Keyword Research
Normally for most companies, you only need one campaign. However, a campaign will
have multiple ad sets.

105. An ad set is a group of keywords in which you would like to target to advertise to. If you
are a construction company perhaps you offer drywall removal, concrete pouring, and
other services. Drywall removal and concrete pouring would be two ad sets.
So first we need to do some keyword research. Google provides you with an amazing
tool, Google Keyword Planner. In the keyword planner, we will be able to find all the
relevant keywords that we need, the volume that they are searched per month, as well
as the amount it costs to bid on the keywords.
So when you get to the keyword planner you will see two boxes. We will choose the
option to find new keywords.
After you click, “find new keywords” we will enter one keyword that we want other
relevant ones for. In our case, we are using “drywall company” as a keyword.

106. When we hit enter we will be taken to a page where we can see all the relevant
keywords, the search volume, cost per click (although normally I find it is significantly
cheaper than what they say), and other useful information.
Here we will start collecting keywords. I normally put them in a spreadsheet so we can
manage the keywords for each company easily and across our team, but you can copy
and paste them into the ad set.
Here you will get a good idea of what other people are searching for. You need to be
intuitive about your customer to understand what someone might search and if that
customer who searches a keyword is your ideal client. For example, someone who
searches for a contractor vs a company might be looking to work individually with
someone. Depending on your company this person might not be a good fit.

107. Now we need to go back and insert them into our campaign. However, before we do we
need to talk about the different ways we can target these keywords.
Google used to only target keywords broadly, but they are always changing the
platform. The recently added in broad match modifiers.
PAY ATTENTION: THIS IS WHERE PEOPLE LOSE MONEY

108. RELATED: 8 Frequent Keyword Research Mistakes that increases the loss in
PPC
There are four main categories, broad match, exact match, phrase match, and broad
match modifiers.
Most people fall into the mistake of putting all the keywords as broad match. You do this
by just putting in the word without quotations, pluses, or brackets. If your keyword is
shoe you will show up anytime the word shoe shows up in a search regardless of the
other words around it.
For all small and medium-size businesses, you do not want to be doing broad match at
all. Generally, people only use broad match for brand names and brand awareness. We
want to be much more targeted.
Great campaigns are made up of exact matches, phrase matches, and broad match
modifiers.
For exact matches, you will put the word in brackets. So for example [dry waller] would
mean that your ad would only show up when someone types in the keyword exactly as
shown. Normally this is too strict because most people will not type only this keyword.
So we also want to use phrase match, “dry waller” and broad match modifiers
+dry+waller. In phrase matches, you will also show for people who are looking for “dry
waller near me”, “dry waller (insert city)”, “best drywallers”, etc. While for broad match
modifiers you will appear for “drywallers”, “drywalers” “dry wallers nearme” and any
close spelling of your keyword.
We generally recommend that for each keyword you put in the exact, phrase, and
modified version of the keyword.

109. Now you will need to add in as many keywords as needed for each ad set and create as
many ad sets (services) as needed.
After you are done creating your ad sets we will move on and make ads for each ad set.
Step #8: Crafting High Quality Google Ads
Now it’s time to start creating your ad. Here you are required to create two headlines,
and the total amount of symbols in each of them should not exceed 30.

110. You should think carefully when creating headlines for your Google Ads campaign.
Wrong headlines might be the reason why your Google Ads results suck. Google
recommends using some of the keywords when creating headlines for your campaign.
When you’ve come up with the headlines, it’s time to create a short description, which
should not contain more than 80 symbols. It is also recommended to use keywords in
your description as well as point out benefits.
We are going to look at examples of good ad copy.

111. The main headline gives the name of the doctor as well as a keyword in the title “back
pain relief”. They point out that they have flexible hours and they also have a call to
action at the end.
They could supercharge their ad with better ad copy, but in comparison to the first one,
it has a better copy.
You want to be specific in your ad copy. You only have a few seconds to grab your
potential customers attention.
Step #9: Optimizing Google Ad Campagin
For the most part, your campaign is set up. Now you will need to enter your billing
information and publish your first campaign. Congrats!
However, it does not end there! Now that you have the campaign running you need to
get data and start optimizing it for peak performance.
To optimize you need to start gathering data so you can start refining. You will first want
to start taking out keywords that you do not want to show up for. You can add these
keywords to your negative keywords list.

112. Then the next import part is to increase budgets on the ad sets or keywords that are
outperforming and cut the ones that are underperforming. We generally find that a
majority of the conversions will come from a handful of the keywords. The problem is we
do not know which ones will convert. So as your campaign runs for longer periods of
time then you will be able to squeeze more and more out of your budget getting more
customers at a lower cost per click.
Conclusion
Crafting a Google Ads campaign is as much an art as it is a science. You have to use
the data you are given to speak to real consumers. You have to out-compete your
competition and stand out.

114. AGENDA OF THE SESSION
 What is Web Analytics?
 What does Google Analytics do?
 Integration of Google Analytics with website
 Understanding the Basic Concepts of Analytics
 Best Practises for doing analytics
 This will be an 8 hours class with 2 hours of Basic Analytics certification included
 Basic Details in the first class
 How to Generate various Reports and the use of these reports in second class
 How to Generate Revenue using Analytics and Best Practices in the 3rd class
 Doubt Clearing session and Analytics online Exam final class

115. WHAT IS GOOGLE ANALYTICS
 Google Analytics is free web services
that provide statistics, performance,
basic analytics tools, demographic
audience and many more for our
website.
 Google Analytics helps in analyzing the
SEO part also.
 Its also gives us report of our web
activity or web performance.
 Its frames out to help in optimizing
visitors traffic and paint a picture of
audience and their needs, where they
are going to chose the path to
purchase.

116. WHAT DOES GOOGLE
ANALYTICS DO?
It is a powerful tool that analyses:
 Website Traffic
• Where are visitors coming from
• How are they navigating through your site
 Conversions
• Downloads
• Page Views
 E-commerce
• Volume of Transactions
• Success of Transactions (% Complete and %
Dropped out of Sales Funnel)

117. STEP 1 : Search Google Analytics in web browser and
open it.

118. STEP 2 : Login with your Gmail id

119. STEP 3 : Start analyze your website

120. STEP 4 : Set-up your account

121. STEP 4 : Set-up your account

122. STEP 5 : Get tracking code

123. STEP 6 : Copy the code
Note - If you are unable to find the corrct location into html or php site site so
send it developer.

124. STEP 7 : Else follow this step for manual pasting this code into site
Click on Appearance Editor Theme Header Paste the code before </head>
Click Here

125. THROUGH PLUGIN
Visit Settings » Click Insert Headers and Footers page. Here you need
to paste the Google Analytics code that you copied into the headers
section.

126. IMPORTANT
CONCEPTS & DEFINITIONS USED
BY GOOGLE ANALYTICS

127. Segment- A segment is a subset of your Analytics data. Segments let you isolate
and analyze those subsets of data so you can examine and respond to the
component trends in your business.
Session- A session is a group of interactions that take place on your website
within a given time frame. A single user can open multiple sessions. As soon as
one session ends, there is then an opportunity to start a new session. There are
two methods by which a session ends: 1) Time Based and 2) Campaign Based.
Property- In Google Analytics, a property is a website, mobile application,
or blog, etc., that is associated with a unique tracking ID. A Google Analytics
account can contain one or more properties.

128. View- A subset of a Google Analytics account property that can have its
own unique configuration settings. You can create multiple views for a single
property and modify what data shows in each view.
Filter- A subset of a Google Analytics account property that can have
its own unique configuration settings. You can create multiple views for a
single property and modify what data shows in each view.
Bounce Rate- Bounce Rate is the percentage of single-page sessions (i.e.
sessions in which the person left your site from the entrance page
without interacting with the page).

129. Goal- A configuration setting that allows you to track the valuable actions,
or conversions, that happen on your site or mobile app.
Dimensions & Metric- Dimensions are attributes of your data. For
example, the dimension City indicates the city, for example, "Paris" or "New
York", from which a session originates. Metrics are quantitative
measurements. The metric Sessions is the total number of sessions. The
metric Pages/Session is the average number of pages viewed per session.

130. AUDIENCE

131. AUDIENCE

132. ACQUISITION REPORTS

133. ACQUISITION REPORTS

134. The Social Relationship
 The social web connects people where they share,
critique and interact with content and each other. Social
analytics provides you with the tools to measure the
impact of social. You can identify high value networks and
content, track on- site and off-site user interaction with
your content, and tie it all back to your bottom line
revenue through goals and conversions.
Here's how we see this story:
 Sources & Pages: Identify networks & communities
where people engage with your content.
 Conversions: Measure the value of social by tracking your
goals, conversions and ecommerce transactions.
 Social Plugins: Measure your on-site user engagement.
 Social Users Flow: Compare traffic volumes and user
traffic patterns through your site.

135. BEHAVIOR

136. BEHAVIOR

140. Goals– Set of events that are determined and evaluated
E-commerce– analyse purchase activity on the website
Multi-channel Funnels– depicts the working of marketing channels to create
sales and conversions
Attribution- set of rules, that determines how credit for sales and conversions is
assigned to touch points in conversion paths
CONVERSION

141. EVENT TRACKING IN ANALYTICS

142. What is Event Tracking in Google Analytics?
Event tracking allows you to measure user interactions on your
website. These interactions can be things like clicking on a button,
playing a video, downloading files, submitting forms, etc.

143. CREATE EVENT IN GOOGLE ANALYTICS
Write Down “WP Google Analytics Events”
Installed This Plugin and Activate

145. CONFIGURE CLICK TRACKING WITH OPEN TABLE WIDGET
Step-2
Step-3 - Save
Step-1 Class Name

146. Click Here

147. You Will See the code like this.

148. Change it after [ “ ] class=“class name” Then Update
Right click and select and choose Inspect (Chrome) or Inspect Element (FireFox? So that you can see the class

149. You Can Track the Events Created by you, While Clicking on “Behaivor”

150. SETTING GOALS IN GOOGLE ANALYTICS

151. 1- Click on “Admin” 2-Click on Goals

152. 3-To create a new goal, click the +New Goal button.

153. 4- Goal Name
You can enter a Suitable name and choose the right goal type.
5- Goal Type

154. You’ll see four different goal types to choose from. They are:
Destination: You can choose this goal type if you want to treat a pageview or
screenview as a conversion.
Duration: You can measure user engagement by treating time spent on a page as a
conversion.
Pages/Screens per session: This is another way to measure user engagement. You can
measure the number of pageviews per session as a conversion.
Event: You can treat user interaction like button click, video play, ebook download as a
conversion.
TYPES OF GOAL IN GOOGLE ANALYTICS

155. 6- Page Url

156. For Set the Value
For Creating the Funnel
Page Name Page Url

157. SALES FUNNEL
The definition of the sales funnel
(also known as a revenue funnel
or sales process) refers to the
buying process that companies
lead customers through when
purchasing products.
Sales funnel stages will vary by
company, but they are generally
divided into four sections.

158. 7- Click on Save

159. Click here to See the “Goal” Report Click here to See the “Funnel ” Report

160. BENEFITS OF GOALS
 Easily see how many visitors reach a page
 Understand where visitors may be falling off the path along the way
 Use this information to improve site content and design
 Goals help you make smarter decisions about your marketing efforts by telling you:
Which marketing campaign or referral converted the most visitors
Geographic location of converted visitors
Keywords that lead to goal conversion

161. THANK YOU