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Digital Marketing Mumbai
- 1. Introduction to Digital Marketing 1st Step Towards New Channel
- 2. Traditional vs Digital Marketing
- 3. Traditional Marketing ●PERSONAL SALES CALLS ●PRINT MEDIA,HOARDINGS ●DIGITAL MEDIA - TV,RADIO ●ROAD SHOWS ●TRADE FAIRS ●EXHIBITIONS
- 4. Pros & Cons of marketing Pros REACH Cons 1. COST 2. NON TARGETABLE AUDIENCE 3. INFORMATION 4.ANALYTICS-MARKET RESEARCH
- 5. Digital Marketing- Internet Marketing 1. REACH - Numbers Speak All 2. CONSUMER CYCLE 3. INFORMATION 4. CONVENIENCE 5. TARGET 6. COST 7. ANALYTICS
- 7. SEO
- 8. SEO- SEARCH ENGINE OPTIMIZATION Target : GETTING YOUR WEBSITE LISTED ON THE “FIRST PAGE OF GOOGLE SEARCH” IN THE ORGANIC OR NATURAL LISTINGS.
- 9. Should I Invest In SEO? It is cost-effective :SEO provides fairly good ROI Search engines grabbing more market share : Somewhere between 80-90% of customers now check online reviews prior to making a purchase
- 10. Should I Invest In SEO? Rise of mobile bandwidth and local search optimization : dramatic explosion in mobile usage Your competitors are doing it : “Remember, SEO is a never-ending process”
- 11. Basic of Internet The Internet is the global system of interconnected computer networks that use the Internet protocol suite (TCP/IP) to link billions of devices worldwide. Client PC, Servers, Protocol, wifi, IP Add. ….
- 12. Typical page request flow http://www.website.com 182.18.156.44 182.18.156.44 Server Database
- 13. URL structure http://www.yourwebsite.com/category/blog?val=3 More read : https://moz.com/blog/15-seo-best-practices-for-structuring-urls Protocol Subdomain Root Domain Top-Level Domain Page Subfolder Page Parameter
- 14. Basic HTML <!doctype html> <head> <title>Keywords Title</title> <meta name="description" content="content with keywords"> <!--other meta tags--> <!--analytics code--> </head> <body> <!--tracking code--> </body> </html>
- 15. How Search Engines works? Search engines have one objective – to provide you with the most relevant results possible in relation to your search query. Happy searcher = more likely to come back to the same search engine time and time again
- 16. How Search Engines works? Crawler Also known as spider,robot,bot) -Fetches the info ➔ Follows links (Find) ➔ Gather info (Read) ➔ Add to database (Index) Technical issues can affect this Algorithm (Ranking formula) -Determine relevancy 200+ factors to major things
- 17. How Search Engine Works? Other videos : https://www.youtube.com/watch?v=KyCYyoGusqs https://www.youtube.com/watch?v=qRF_tZkV2TY
- 18. Parts of SEO 1.On Page SEO (What you say?) Create a store(website) and optimize for customer (Bots and user) 2. Off Page SEO (What Other say?) Let my customer know about my store through different-different Channels
- 19. Steps for SEO
- 20. 1.Research Market Research Competitor Research (Keywords with SERP) Data Gathering Keyword Research Webmaster tool
- 21. Keyword Research Best performing keywords New opportunities Keyword theme Audience need & interests Long tail keywords Tools: Google keyword planner SEMrush Keywordtool.io Moz Keyword Explorer
- 22. 2.On-Page SEO Content: word count 1000-1200 with 2- 3% keywords Links: internal 2-3 UI & UX Meta tags H1/2/3 tags Tools: Audit: Woorank, Raven, SEOSiteCheckup Content Opti. : Buzzsumo, coschedule Rank Checker : seo powersuite, web ceo screaming frog
- 23. On Page SEO Checklist Title tags:60 characters (75max) <title></title> Meta descriptions : 140-155 characters (200 max) <meta name="description" content=" " > <meta name="keywords" content=""> Canonical tag: <link rel="canonical" href="http://example.com"> Headings:at least one H1 tag related to your topic <h1></h1>
- 24. Site structure : any page accessible within 3 clicks max Images: Include at least one image in your content,alt tag Internal linking: URL: ➢ use absolute urls ➢ no www ➢ use keywords in url Schema.org: for wp use Schemaplugin.com Other meta tags: http://www.metatags.info/all_meta_tags
- 25. Other Tags <meta name="robots" content="index, follow"/> <meta name="revisit-after" content="7 days"/> <meta name="abstract" content=" "/> <meta name="copyright" content="Private Limited"/> <meta name="googlebot" content="noodp"/>
- 26. Open Graph Tag (http://ogp.me/) <meta property="og:url" content="http://example.com/"/> <meta property="og:type" content="website"/> <meta property="og:locale" content="en_US"/> <meta property="og:site_name" content=" "/> <meta property="og:title" content=" "/> <meta property="og:description" content=" "/> <meta property="og:image" content=" http://example.com/margo1.png"/> <meta property="og:image:width" content="500"/> <meta property="og:image:height" content="145"/>
- 27. Twitter Cards <meta name="twitter:domain" content=" example.com "/> <meta name="twitter:site" content=" @user_name "/> <meta name="twitter:title" content=" "/> <meta name="twitter:description" content=" "/> <meta name="twitter:card" content="summary_large_image"/> <meta name="twitter:image" content=" http://example.com/margo.png"/> Ref : https://dev.twitter.com/cards/overview
- 28. Schema Tags <meta itemscope itemtype="http://schema.org/Organization"/> <meta itemprop="name" content="Swabhav Techlabs Pvt Ltd "/> <meta itemprop="url" content="http://example.com/"/> <meta itemprop="description" content=""/> <meta itemprop="image" itemscope itemtype="http://schema.org/ImageObject"/> <meta itemprop="url" content=" http://example.com/margo1.png"/> <meta itemprop="width" content="500"/> <meta itemprop="height" content="420"/> <meta itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"/> <meta itemprop="streetAddress" content="East Mumbai"/> <meta itemprop="addressLocality" content="Mumbai"/> <meta itemprop="addressRegion" content="Maharashtra"/> <meta itemprop="postalCode" content="400028"/> <meta itemprop="addressCountry" content="India"/>
- 29. Initial Setup Sitemap: page, image, video Robots.txt : Google Analytics: Google Webmaster Tools: WordPress SEO plugin: Page load speed: use local server, CDN , Use Google PageSpeed Insights for further fixes
- 30. 2.Off-Page Optimization Anchor Text: with keyword ref. to content on site Backlinks : High Domain authority links Blogs:videos, infographics, Research based content Articles, Press release : Competitor analysis tool : Moz open site explorer, SEMrush Create an editorial calendar: Use trends to find new compelling topics (use Google Trends , Alert) Disavow harmful links :Disavow Tool. 301/302 redirection Social Media:
- 31. Links… 1. Directory Submission 2. Social Bookmarking 3. Article Submission 4. Forum and Blog Posting 5. Blog Creation 6. Comment Posting 7. Press Releases 8. Social Networking 9. Video Submission 10.Classified ads
- 32. Few factors that a search engine Algorithm may consider ➢ Geographic location of the searcher ➢ Historical performance of a listing (clicks, bounce rates, etc.) ➢ Link quality (reciprocal vs. one-way) ➢ Webpage content (keywords, tags, pictures) ➢ Back end code or HTML of webpage ➢ Link type (social media sharing, link from media outlet, blog, etc.)
- 33. Other things Use google services : as much as you can (goo.gl,Google My Business, Google place, Google App etc. ) Post 10X content : G+ reviews: Pinging Blog: blogsearch.google.com/ping , pingfarm.com
- 34. Other good tools Serpstat is a swiss army knife for SEO. keyword analyzer tool