Internet as One of Life's Fundamental Resources
 Air
 Water
 Internet
One of every three college students and employees...
How Does the Web Affect Your
Business?
The Web is dramatically influencing consumer behaviour
and changing how your busine...
We Spend Lot of Time Online
Today, most of citizens have
access to and are using the
Internet.
In the U.S. alone, 82% of a...
Website Necessities
Whetheryou’re a
Barber
Plumber
Restaurant owner
Jewellery maker
Massage therapist
Bakery
Medical
SMEs Business Changings
How much the Indian SMEs use the Internet for
running their business?
Just one out of 20 Indian SM...
SMB in India
SMBs Contribution
SMBs Contribution
Online Customer Segment
Indian SMEs Online
Over 57% SMEs said that they now use their website as a sales channel
and get direct business leads fro...
Every Businesses Need an
Online Presence
85% of consumers are searching forlocal businesses online. But, there’s a
big num...
Set your Website Goal
A website without a goal is
like a ship without a rudder
What is your website going
to do for you?
Set a SMART goal
S pecific
Measurable
Achievable
Relevant
Time-Bound
Examples of good website goals
To increase email
subscription numbers
by 50% within 6
months
To attract 10 new
online requ...
Don’t try and appeal to everyone
You will only dilute your
Impact
Why would someone be interested in
your website?
Identify the benefits that your website provides
Finally: Revisit your website goal
and include any findings
in Digital Marketing…
• Search Engine Optimization (SEO)
• Online Ads (PPC/CPM)
• Email Marketing
• Social Media
• Convers...
What is SEO?
Why should you care?
• SEO is an abbreviation for search engine optimization.
• SEO is the process of improvi...
WHY SEO
• SEO is an abbreviation of Search Engine Optimization. This is
the process of structuring a web page so that it i...
SERP
1
2
3
4
Shopping
Images
SEO vs PPC
SEO
PPC
SERP a bit deeper
Search phrase in the title of the page
SEO
Description
Result Elements
Title
URL
Description
History of Search
• Lycos, Dogpile, Excite
• Altavista circa 1995
• Google circa 1998/2000
The authority algorithm
Why is Google the best?
SEO Ranking Factors
Code
Code
• No Tables
• Fast
• Semantic Code
• Hierarchical
Specific Code
• Meta Keywords
• Title
• Meta Description
Content
Keywords
• User terms vs marketing
terms
• Often Questions
• Title a page and write to it
• EX: Keyword “Adopt a Pet”
• Wh...
The King of On-Page
• <Title>
• URL
• <h1>
Other important Locations
• <h2>,<h3>, <h4>, <h5>, <h6>
• <img src=”keyword” />
• <img alt=”keyword” />
• <li>keyword</li>...
Off-Page optimization vs On-page Optimization
Off-Page Optimization On-page optimization
Results in 1-2 days Results take ...
Links/Social
Back to Authority
• Popular/Authoritative sites
are worth more
• Very difficult, any easy/paid
link strategies get found o...
Social is the new player
• Shares
• Likes
• Comments
• Followers
• RTs/Mentions
• Links
Authority Still Matters
• A mention or a follow from an influencer will do more than
a mention or a follow from me
SEO Ranking Factors
Mobile Strategy
• Do you have to pinch to enlarge?
• Visible Categories
• Google Maps & Phone Accessible
• Thumb able Link...
Measuring Success - Google Analytics
PANDA & Penguin Algorithms
PENGUI
N
PANDA
• First rolled out in February 2011
• Targets low-quality sites
• Duplicate content, excessive ads, little content,
...
PENGUIN
• Announced in April 2012
• Targets “webspam”
• Link buying, link networks, links from low-quality
sites, overopti...
WHEN YOU WILL SEE RESULT?
•Depending on your industry.
•The competitive level of your keywords.
•The previous success of y...
Tools to Monitor and Measure
Tools for SEO’s…..
• There are various paid and free tools are available for Search
Engine optimizers.
• Free tools provid...
Questions?
Digital Marketing Trends & Importance of Digital Media for Micro-Small & Medium Enterprises (MSME) @ presentation 2013  ni...
Digital Marketing Trends & Importance of Digital Media for Micro-Small & Medium Enterprises (MSME) @ presentation 2013  ni...
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Digital Marketing Trends & Importance of Digital Media for Micro-Small & Medium Enterprises (MSME) @ presentation 2013 ni-msme (nimsme) hyderabad

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Digital Marketing for Micro-Small & Medium Enterprises - Digital Marketing Trends & Importance of Digital Media for MSME - Basics of Web Designing, SMART GOAL, SEO, Social Media, Paid Ads and Analytix....by wwww.emerchantdigital.com or contact at 04-23300827 or 9849256286

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Digital Marketing Trends & Importance of Digital Media for Micro-Small & Medium Enterprises (MSME) @ presentation 2013 ni-msme (nimsme) hyderabad

  1. 1. Internet as One of Life's Fundamental Resources  Air  Water  Internet One of every three college students and employees surveyed globally (33%) believes the Internet is a fundamental resource for the human race Go Online
  2. 2. How Does the Web Affect Your Business? The Web is dramatically influencing consumer behaviour and changing how your business connects with potential customers. Web presence that allows Consumers to find you Connect with you Support you Do business with you online. This isn’t just a trend. It’s a new way of doing business.
  3. 3. We Spend Lot of Time Online Today, most of citizens have access to and are using the Internet. In the U.S. alone, 82% of adults use the Internet, with the typical user spending an average of 38.8 hours per month online. That’s a little over an hour a day. And they spend a lot of that time on social networking, searching, and reading content.
  4. 4. Website Necessities Whetheryou’re a Barber Plumber Restaurant owner Jewellery maker Massage therapist Bakery Medical
  5. 5. SMEs Business Changings How much the Indian SMEs use the Internet for running their business? Just one out of 20 Indian SMBs has online presence What are their expectations from the online channel?
  6. 6. SMB in India
  7. 7. SMBs Contribution
  8. 8. SMBs Contribution
  9. 9. Online Customer Segment
  10. 10. Indian SMEs Online Over 57% SMEs said that they now use their website as a sales channel and get direct business leads from their website. While accessing email is the #1 purpose for using the Internet for a majority of SMEs 71% also use the Internet to search for vendors and suppliers 40% of them use the Internet to create online listings and advertise online. An interesting trend that emerges is that more than 50% of them see website as a sales media.
  11. 11. Every Businesses Need an Online Presence 85% of consumers are searching forlocal businesses online. But, there’s a big numberof small businesses that might not show up online. Consumers Searching forLocal Businesses Online Small Businesses Without a Website Small Businesses That Don’t Show Up in Search Results
  12. 12. Set your Website Goal A website without a goal is like a ship without a rudder
  13. 13. What is your website going to do for you? Set a SMART goal S pecific Measurable Achievable Relevant Time-Bound
  14. 14. Examples of good website goals To increase email subscription numbers by 50% within 6 months To attract 10 new online requests for services perweek To sell Products online with a total value of US$5,000 PerMonth
  15. 15. Don’t try and appeal to everyone You will only dilute your Impact
  16. 16. Why would someone be interested in your website? Identify the benefits that your website provides
  17. 17. Finally: Revisit your website goal and include any findings
  18. 18. in Digital Marketing… • Search Engine Optimization (SEO) • Online Ads (PPC/CPM) • Email Marketing • Social Media • Conversion Optimization • Data Analysis
  19. 19. What is SEO? Why should you care? • SEO is an abbreviation for search engine optimization. • SEO is the process of improving the volume or quality of traffic to a web site from search engines via search results. • SEO aims to improve rankings for relevant keywords in search results.
  20. 20. WHY SEO • SEO is an abbreviation of Search Engine Optimization. This is the process of structuring a web page so that it is found, read, and indexed by search engines in the most effective manner possible. WHY SEARCH ENGINE ? • Search engines are the biggest resources of your websites traffic. • Higher traffic means more visitors. • More visitors mean more customers and higher profit.
  21. 21. SERP 1 2 3 4 Shopping Images
  22. 22. SEO vs PPC SEO PPC
  23. 23. SERP a bit deeper Search phrase in the title of the page SEO Description
  24. 24. Result Elements Title URL Description
  25. 25. History of Search • Lycos, Dogpile, Excite • Altavista circa 1995 • Google circa 1998/2000 The authority algorithm
  26. 26. Why is Google the best?
  27. 27. SEO Ranking Factors
  28. 28. Code
  29. 29. Code • No Tables • Fast • Semantic Code • Hierarchical
  30. 30. Specific Code • Meta Keywords • Title • Meta Description
  31. 31. Content
  32. 32. Keywords • User terms vs marketing terms • Often Questions • Title a page and write to it • EX: Keyword “Adopt a Pet” • Where can I Adopt a Pet?
  33. 33. The King of On-Page • <Title> • URL • <h1>
  34. 34. Other important Locations • <h2>,<h3>, <h4>, <h5>, <h6> • <img src=”keyword” /> • <img alt=”keyword” /> • <li>keyword</li> • <b>, <strong>, <i>, <em> • <p>keyword</p>
  35. 35. Off-Page optimization vs On-page Optimization Off-Page Optimization On-page optimization Results in 1-2 days Results take 2 weeks to 4 months Easier for a novice or one little knowledge of SEO Requires ongoing learning and experience to achieve results Generally more costly per visitor and per conversion Generally more cost-effective, does not penalize for more traffic Ability to target “local” markets More difficult to target local markets Better for short-term and high- margin campaigns Better for long-term and lower margin campaigns
  36. 36. Links/Social
  37. 37. Back to Authority • Popular/Authoritative sites are worth more • Very difficult, any easy/paid link strategies get found out
  38. 38. Social is the new player • Shares • Likes • Comments • Followers • RTs/Mentions • Links
  39. 39. Authority Still Matters • A mention or a follow from an influencer will do more than a mention or a follow from me
  40. 40. SEO Ranking Factors
  41. 41. Mobile Strategy • Do you have to pinch to enlarge? • Visible Categories • Google Maps & Phone Accessible • Thumb able Links & Buttons • Highlight Themes (prices, offers) • Optimized for Local.
  42. 42. Measuring Success - Google Analytics
  43. 43. PANDA & Penguin Algorithms PENGUI N
  44. 44. PANDA • First rolled out in February 2011 • Targets low-quality sites • Duplicate content, excessive ads, little content, content farms • Panda ranking factor updated frequently
  45. 45. PENGUIN • Announced in April 2012 • Targets “webspam” • Link buying, link networks, links from low-quality sites, overoptimization (use of same keyword phrase) • Updated less frequently
  46. 46. WHEN YOU WILL SEE RESULT? •Depending on your industry. •The competitive level of your keywords. •The previous success of your website and subject to the engines updating their data, you may see minor results in 30 days with move significant frequency of top 10 and top 20 rankings with in approximately 3-4 months
  47. 47. Tools to Monitor and Measure
  48. 48. Tools for SEO’s….. • There are various paid and free tools are available for Search Engine optimizers. • Free tools provided by Google to generate analytics and keywords are Google Adwords,Google Analytics. • There are various online tools are also available such as alexa.com,www.compete.com,www.quantcast.com and many more.. • Paid tools which are used by SEO’s are SEOmoz
  49. 49. Questions?

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