2. What is Digital Marketing
Definition of digital marketing. The marketing of
products or services using digital channels to reach
consumers. The key objective is to promote brands
through various forms of digital media. Digital
marketing extends beyond internet marketing to
include channels that do not require the use of the
internet.
3. Digital Marketing Objectives
Read the targeted audience
Engage perfect customer
Motivate the audience to take your customer.
Maximum return of investment.
4. Digital Marketing Life Cycle
Organic Marketing
Paid Marketing
Mobile Marketing
Reporting(Search Engine console, Google Analytics.)
5. SEO Organic Marketing
This refers to your ability to rank for certain keywords. For instance, say
you sell shoes online, you will need to optimize your site, backlinks,
website speed and much more so that you can “rank” high for certain
keywords that are highly relevant to your business. Relevant keywords
may include “buy shoes,” “shoe sale,” “where to buy shoes,” and so on.
Once you can rank high (top page) for these keywords, you will enjoy
an increase in traffic and business as a result.
6. Social Media Organic Marketing
This refers to your ability to generate business from
your social media page. For instance, if you have a large
following on your page and you can keep them
engaged, this many very well turn some of these
people into customers. There are many ways to engage
audiences on social media, such as contests, giveaways,
creating viral videos and so on.
7. Paid Marketing
Paying for every click may sound like you’ll end up
paying a lot, but in a well-designed campaign, the
opposite is true. Because your potential customers
will see your ads only when they’re searching for
precisely the products or services you offer,
they’re far more likely than a casual browser to be
at the point of purchase.
8. What Does Digital Marketing
Consist
Web site
Search Engine
SMO
PPC
SMM
Email Marketing
Display Advertising
Affiliate Marketing
9. Agenda
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization
11. Digital Marketing Measurement
Google Analytics
Google Web Master Tools
Hub spot.
Basic Google Search
Google Adwords.
Social Media monitoring tools.
13. How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database
Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content
Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)
Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors
15. Important?
80% of consumers find your website by first writing a query into a box on a
search engine (Google, Yahoo, Bing)
90% choose a site listed on the first page
85% of all traffic on the internet is referred to by search engines
The top three organic positions receive 59% percent of user clicks.
Cost-effective advertising
Clear and measurable ROI
Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads
17. What is SEO?
SEO = Search Engine Optimization
Refers to the process of “optimizing” both the on-
page and off-page ranking factors in order to achieve
high search engine rankings for targeted search
terms.
Refers to the “industry” that has been created
regarding using keyword searching a a means of
increasing relevant traffic to a website
18.
19. Ranking factors
On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density
Off-Page Factors
#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds
credibility
20. What a Search Engine Sees
View > Source (HTML code)
21. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little knowledge of
SEO
• ability to turn on and off at any moment
• generally more costly per visitor and per
conversion
• fewer impressions and exposure
• easier to compete in highly competitive
market space (but it will cost you)
• Ability to generate exposure on related sites
(AdSense)
• ability to target “local” markets
• better for short-term and high-margin
campaigns
• results take 2 weeks to 4 months
• requires ongoing learning and experience to
achieve results
• very difficult to control flow of traffic
• generally more cost-effective, does not
penalize for more traffic
• SERPs are more popular than sponsored ads
• very difficult to compete in highly competitive
market space
• ability to generate exposure on related
websites and directories
• more difficult to target local markets
• better for long-term and lower margin
campaigns
22. Search Engine Methodology
Search with your keywords or Search term.
Web Crawling.
Page Indexing
Request Processing
Relevancy Estimation
Displaying Result.
23. Why do we need SEO
To increase the search visibility of the site.
Important channels for new site.
Improve the user experience and usability of web site.
SEO for a well established brand is for easier.
SEO can put you ahead of the competition.
24. Process Of SEO
Technical SEO
Web Site Speed
Mobile Friendliness
Site Architecture
Structured Data Markup
Duplicate Content.
25. Process Of SEO
On Page SEO
Heading and title of the page estimation
Keyword optimization
Meta Tags(Title, Description,Keyword)
Image(Alt+Tag)
Fresh and quality content.
Optimized external and internal links.
26. Process of SEO
Off page SEO
Link Building
Social Bookmarking
Directory Submission
PDF Submission
PPT Submission
27. Free SEO TOOLS
SEO site check up
XML sitemap Generator
Schema creator
Google Keyword planner
Google Analytics
Google search console
Structured data Testing Tool
Robots.txt Generator
Copyscape.
Find Broken Links.