Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptx

ABOUT INTERNET
First Internet launched in the world : 29th Oct’ 1969
Celebrating International Internet day : 29th Oct’2005
First Transferred files one System to another electronic system (desktop)
Advanced Research Project Agency Network (ARPANET)
India Internet Users: 302.36 Millions People- 2015
749 Millions People – 2020 (Mens 60% and 40% Womens)
932.22 Millions People – 2022
World Wide Usage of Interrnet- 5.7 Billions People that is 63.5%
China Internet Users: 1020 millions (2022) first place and last place Italy - 50.85milions
Mostly consuming internet fast streaming apps: Netflex , ston, fox tel, and social media (Instagram &
Youtube) GPS, Uber, Maps
Whatsapp: Message 30kb need
Video Call: 750Kb
Vocie Message: 6kb
1hour for facebook browsing: 100MB

DIGITAL MARKETING STRATEGIES (OR) MODULES (OR) SEGMENTS (OR)
TYPES OF DIGITAL MARKETING
 Search Engine Optimization (SEO)
 Search Engine Marketing (SEM) or (PPC)
 Social Media Marketing (SMM)
 Social Media Optimization (SMO)
 Google Analytics (or) Web Analytics (GA or WA)
 Google Tag Manager (GTM)
 Content Marketing (CM)
 Mobile Marketing (MM)
 E-Mail Marketing (EM)
 Affiliate Marketing (AM)
Show the Result
On Search
Engines
Show the Result On
Social media Platforms

 EXPAND YOUR BRAND
 GROW YOUR BUSINESS
 INCREASE YOUR SALES
 GLOBAL REACH
 DECREASE YOUR EXPENSES
 TRACKABLE AND MEASURABLE
RESULTS
 IMPROVE CONVERSION RATE

DIGITAL MARKETING TRENDS IN - 2023
1. Small Businesses Will Increase Their Use of Influencers
I expect smaller brands to increase their use of influencer marketing to keep up with trends
in 2023. The use of influencer marketing has grown in recent years, along with platforms
like TikTok where authenticity is key for success. We’re seeing more influencers focusing
on specific niches, which allows businesses to be more specific in who they target with
influencer marketing.
The growth of influencers represents an incredible opportunity for small businesses. Of
course, small businesses can build their own audiences on social media and share their
products to make sales. However, research has shown that 61% of consumers trust
product recommendations from friends, family members or influencers on social media,
while only 38% trust brand recommendations.
Influencer partnerships can help you increase your reach, build trust and drive sales. To use
influencer marketing, try reaching out to local influencers or well-known names to see
whether they would consider endorsing your brand, product or service. You can also
consider widening your reach with influencer marketing platforms that help you select
and manage influencers from all over the world who may be right for your brand.

2. CHATBOT USE WILL INCREASE
Chatbots have become an innovative way for brands to connect with customers. Through
chatbots, you can be more accessible to users and more responsive to their problems and
concerns. You also can use chatbots to gather information about customers and their
preferences.
I think the use of chatbots is going to continue to expand as AI—the basis for most chatbot
software—becomes smarter and more effective. If you think a chatbot is the right tool for
your business, consider researching more about AI and how companies similar to yours have
used chatbots to transform their digital presence.

3. SEO AND INFLUENCER MARKETING INTEGRATION WILL BECOME A MUST
Search engine optimization has always been important for digital marketers, but I predict that it will be
an even more crucial part of digital marketing strategy in 2023. SEO is commonly integrated into
web copy. However, we’re seeing more emphasis on optimizing different types of media, like
photos and videos, to reach internet users. I also expect the use of backlinks and AI SEO tools to
be more important this year.
Along these lines, integrating your influencer marketing into your SEO strategies is another trend I
expect to see in 2023. This is important because influencers can provide social proof and digital
authority. Ask the influencers you work with to link back to your website as often as possible while
embedding anchor text keyword links to pass on their authority to your website.

4. NICHE CONTENT WILL GET MORE NICHE
Niche is another word for your brand’s specific, narrowed-down audience. Your niche is a part of
specifically defining what your brand does and who is in the community of people who care
about your mission, service or product. In 2023, I expect niche content to get even more
specific as algorithms are continually fine-tuned to serve content to people who will engage
with it. This means that you’ll need to use more specific keywords to interest people who are
relevant to your niche.
This also means that community will continue to be an important part of marketing. I think we’ll
see an increased focus on building unique digital communities centered around specified
interests. To provide value to your niche, create content that speaks directly to your audience
and answers their specific questions.

5. CREATIVITY ON SOCIAL MEDIA WILL BE MORE IMPORTANT THAN EVER
People’s attention spans are short, meaning digital marketers only have a short time to
capture their attention. Social media trends have shifted toward short-form videos and
storytelling as ways to get attention and keep it. For these reasons, creativity will likely
be more important than ever in 2023. I think we’ll see more videos that incorporate lots
of movement or a hook so that people will keep watching.

Make sure you’re creative not only in the content you’re creating but also in the
strategies you use to keep people engaged. Given the wide range of ever-
changing content on social media, it’s crucial to use strategies that will catch
people’s attention quickly and make them want to see more. A great example is
using YouTube Shorts. These are vertical videos that are 60 seconds or less in
length and rival other short-form video content like TikToks and Instagram
Reels.
If you’re using platforms like YouTube, TikTok and Instagram, be sure to explore the
insights and data they provide. They can help inform you about how long
people viewed your videos, indicating which content kept their attention the
best. These are important metrics to pay attention to so you can adjust your
content strategy as needed.

6. VOICE SEARCH
According to a study, 55% of teenagers use voice search daily. Voice search is poised to gain
traction in the coming years, as evidenced by the widespread use of technology among
today's youth.
Voice search, a feature that most of us received with our smartphones in 2014, is growing in
popularity. In addition, smart speakers are becoming increasingly popular, and Alexa and
Google Home smart speakers have been purchased by 20% of households. People's gradual
acceptance of voice-controlled devices is a good sign that this new way of doing things is here
to stay.

For the second time, Google says that its voice search has a 95 percent accuracy rate. The
simplicity of use of voice search has increased as a result of improved search
precision. Besides, the process is more appealing and personalized now that it is
easier to use your voice to receive results and more accurate to match what you ask
for.
Finally, it is predicted that by 2022, half of all internet purchases will get made using voice
results. Digital marketers have a stunning $40 billion in untapped potential. Making
your website suitable for voice search is vital for the future because of so many
development drivers.

7. AI IN MARKETING
Artificial Intelligence (AI) has been causing quite a stir recently, with many speculating that it
will soon rule all aspects of human existence. By using an AI Chabot, 60 percent of
internet users can get their questions answered on any number of apps or websites at
once.
There is a lot of Artificial Intelligence (AI) in the stuff we consume on social media, and it's
designed to keep us engaged for longer! So digital marketers have a fantastic opportunity
to use this cutting-edge technology, which is expected to be worth $190 billion by 2025.
By analyzing a large amount of data, an AI program can discover patterns that perform best
in the field or topic it studies. Then, with the AI's ability to learn, programmers can
significantly modify results by letting the AI employ the methods it has discovered work
best.

8. GAMIFICATION
Adding interactive features to a website is a fantastic way to give visitors more of what they
want, encourage them to explore the site, and gain insight into your audience.
The use of game elements on websites is known as gamification, representing a new
direction in digital marketing. Although it's an oversimplification, many companies are
increasingly employing game design elements to boost client retention, word-of-mouth
advertising and revenue.
.

Considering that 80% of smartphone owners play mobile games on their devices, it's simple to
see how gaming might be a pull in e-commerce as well. For example, consider the
McDonald's Monopoly game from the pre-digital era. Players needed to purchase specific
items from the menu to advance in the game. Easy to implement, yet highly efficient.
To increase your brand's visibility, incorporate games into your advertising strategy. Here are a
few examples of how you can use gamification in digital marketing:
Have consumers spin a wheel for a discount (the reduction might be anywhere from 10% to
50%) on their purchase.
Look for a particular avatar in the photo for a chance to win the contest.
Find the treasure chest at the end of the maze and get your reward.

WHERE TO GO FROM HERE?
In 2023, major trends will likely center around influencers, chatbots and creative content that
engages your audience. But no matter which strategies and platforms you use, the most
important thing to keep in mind is how you will use them to enhance your brand’s
presence.
Consider conducting an audit of your website or social media channels to find areas of
opportunity where chatbots or influencer marketing could be implemented or improved.
Then, be sure to track your progress over time so you can easily measure what’s working
and determine how to adjust your strategy over time.
A list of some of the more critical digital marketing abilities you should have under your belt in
2023. The only way to ensure your company's continued viability in the new year is to be
aware of and actively participate in these cutting-edge practices. More significantly, know
how to use these developments in digital marketing to expand your company's customer
base.

UNDERSTANDING OF DIGITAL MARKETING

Easy to connect the people world wide, within
less period of time.
 Visibility
 Bringing targeted traffic
 Engagement
 Conversions
 Measurement
Retention: Retention marketing, sometimes referred to as lifecycle marketing or loyalty marketing, is a new
term that essentially boils down to keeping customers engaged, happy, and spending. By delivering relevant and engaging
content to your customers, you can increase their customer lifetime value (CLV) and, in turn, overall revenue for your business.

 GOOGLE
 YAHOO ("Yet Another Hierarchically Organized Oracle" or "Yet Another Hierarchical
Officious Oracle". ... Yahoo was incorporated on March 2, 1995. Verizon)
 BING
 ASK (InterActiveCorp). IAC.
 MSN
 BAIDU (CHINA)
 YANDEX (RUSSIA)

HOW SEARCH ENGINES WILL WORK ?
Crawling
Indexing
Ranking

“Googlebot is the generic name for google’s web crawler. Googlebot is the
general name for two different types of crawlers: A desktop crawler that
simulates A user on the desktop, and A mobile crawler that simulates A user on
A mobile device.”

WHAT IS OPTIMIZATION ?
It is a methodology of strategies,
techniques and tactics used to increase the
amount of visitors to a website by obtaining
a high – ranking placement in the search
engine results page (SERP) Including
Google, Bing, Yahoo, and Other search
engines.

WHAT IS SEARCH ENGINE OPTIMIZATION (SEO) ?

ON PAGE & OFF PAGE OPTIMIZATION

WHAT IS LOCAL SEO, AND HOW DOES IT WORK?
 Local SEO is a search engine optimization (SEO) strategy that helps your
business be more visible in local search results on Google.
 Any business that has a physical location or serves a geographic area can
benefit from local SEO. If you search Google for any important keywords
related to your business and a map with 3 listings appears underneath it (also
known as a map pack), then local SEO can help you grow your business.
 But to understand local SEO, you need to know how Google works first.
 Google My Business is a free and easy-to-use tool for businesses and
organizations to manage their online presence across Google, including
Search and Maps. By verifying and editing your business information, you
can both help customers to find you and tell them the story of your business.
– Google

WHY IS LOCAL SEO IMPORTANT?
Optimizing for local search is important, especially for brick-and-
mortar businesses serving specific towns, cities, regions, and even
states.
When done right, local SEO allows people to find information
about your business quickly and easily, putting them one step
closer to a transaction.

HOW DID SEARCH ENGINES EVOLVE?
 Much like regular SEO, local SEO is a series of actions and strategies designed to
improve your visibility on Google and other search engines when people close to your
physical location perform a search.
 At its core, SEO is just another name for practices that build online visibility to
improve sales. You do this by appealing to consumers in the right way while playing the
search engines’ games by creating content using relevant keywords. In the case of local
SEO, this may be including your town or city name and zip code, building links and
accruing reviews.
 As the name suggests, local SEO focuses on attracting customers in smaller areas such
as those in a particular town or city. It’s usually practiced by local businesses who
generally aim to reach this audience to drive footfall to their physical location or develop
business within a service area.
 It often focuses on improving visibility on Google Maps and in the local 3-pack of
SERPs—these parts of the search engine results pages give local consumers results
specific to their local area, or within a certain distance from their physical location.
 There are three key elements to ranking in the local pack: proximity, relevance and
prominence (more info here). You can employ a local SEO consultant or agency to help
you with local pack ranking or go it alone, but either way you should notice a gradual
increase in local SEO conversions as you ramp up activity.

SO HOW DOES GOOGLE WORK?
When you type a search phrase into Google, it checks the pattern of various website signals,
or ranking factors, such as how relevant your site is, to return a list of sites that match your
search.
Most people don’t realize that Google isn’t doing a live search of the entire internet every
time someone types something into the search bar. It’s actually searching a stored copy of all
of the sites that Google has discovered. This copy is called the Google Index.
To form the index, Google uses small programs called “spiders” to crawl the web. Each spider
works the same way: It starts on a single page, then follows the links on that page, looking at
content on the next pages, and so on.
As web content gets crawled, it’s stored in Google’s servers, and the index is built. The
spiders work at a mind-blowing scale, constantly crawling trillions of pages at an incredibly
fast pace. This ensures that the index is as up-to-date as possible and new sites and
connections are discovered quickly.

HOW GOOGLE RANKS SEARCH RESULTS
Google uses various processes to rank hundreds or thousands of sites in the blink of an eye.
These processes are called algorithms. When you Google something, an algorithm checks
the index and returns a list of websites that match your search in organic results. Those
results are chosen and ranked based on relevance, prominence and popularity given by
inbound links.
The algorithm looks at various on-site and off-site factors to determine which websites have
something related to your search. All of the relevant sites are added to the list, which is
then ranked by prominence. Again referring to the various on-site and off-site factors, the
algorithm determines which sites best answer your search query, and those sites are listed
at the top of the search results.
Improving your SEO influences both relevancy, prominence and link popularity factors for
your website. If the right elements of your site’s digital footprint are optimized, your site
shows up higher in more search results.

HOW DO I START DOING LOCAL SEO MARKETING?
The most effective way to start getting your business seen for local searches is to focus on
Google.
Other search engines (such as Apple or Bing) will be valuable later on, but to start with it
makes sense to target the search engine with 92% of the world’s market share.
Google presents its local search results in Maps and in its Local Pack:

Also known as the 3-Pack, this area includes additional information on businesses
such as opening times, contact information, photos, and reviews.
You’ll need to supply Google with this information to get noticed in the Local
Pack, which you can do through a Google My Business account.
Getting a GMB account involves:
 Finding and claiming your business online
 Adding contact details and categories
 Verifying your listing
 We’ve written a guide on setting up your Google My Business listing that will
take you through this process, step-by-step.

HOW TO DO LOCAL SEO MARKETING
Once you’re set up with a GMB account you can then use our complete guide to
succeeding with Google My Business.
You can look at each search engine ranking factor and show Google why your business
deserves to appear by:
 Undertaking keyword research
 Developing citations and other online mentions
 Getting listed in directories
 Growing a strong reviews profile
 Optimizing your website
 Creating new content
 Building local links

LOCAL SEO BENEFITS
1. Local SEO activity, such as citation building, helps build online visibility
2. Greater local visibility means more foot traffic, more service customers and more
sales
3. Optimizing your site for local search delivers more targeted traffic and more
traffic for relevant search terms
4. Google My Business optimization can lead to enhanced Google Maps visibility
5. Content marketing and link building will improve relevance
6. Reputation management builds trust in your business (prominence) which can
drive increased traffic and generate more sales
These key local SEO advantages can all make a positive impact on your bottom
line—the good news is that you’ll unlock them all simply by conducting local
search optimization activities.

LISTING OUT THE BENEFITS OF LOCAL SEO
Easy Listing : With Google My Business coming in the picture and replacing almost
all other local directories, listing your business online has become very easy, and
it is free.
Increase In Visibility : When you have listed your business online, it will appear as
any user within your local area makes a search related to it. This will improve
your visibility in Google Maps & Local Search Results. E.g. You run a medical
shop, and someone in your vicinity needs an emergency kit. He then searches for
“medical near me” or “medical shop”; Google will list out all the medical shops in
your vicinity and show them the results in the form of 3 packs. As your business
is already listed, you can expect your listing to appear in the 3 pack.
Ratings & Reviews : Having quality ratings and reviews makes your business look
more trustworthy and reliable. Simultaneously, search engines also push your
listing above other listings considering your ratings and reviews.

Compete with other local business: If you provide quality products or service and you have
optimized your business listing in a better way than your competitors. As a result, you will
definitely appear for searches that happen related to your business in the local
search results.
Gaining New Customers & Customer Retention: Listing can bring you to more potential
customers. Since you are already providing quality products or services, and you have good
ratings and reviews too, the likelihood of people coming back to you for purchase will be
more when compared to others.
Higher Conversion Rate: Let us say you run a small bakery or tour operator business. Someone
did a local search for “bakery near me” or “tour operator near me” and found your listing.
Since you have listed your contact number on the business listing, they call you up and ask
you to deliver certain bakery products at a specific address or ask you to book a ticket for
any particular destination. By giving searchers direct access to your contact details, you
have successfully converted a local search query into a successful purchase.

Business Reputation: You can have potential reach in your vicinity and earn a lot in terms of
finance with the help of Local SEO. However, how you treat your customers is what they
will remember. Hence earning and sustaining business reputation too will have an impact
on your business growth.
By now, we hope that the benefits of local SEO are clear to you. Searches related to Local
SEO have increased over a brief period. Here are some statistics that back up the finding –
Queries which include “near me” have grown 150% times more than earlier years.
Almost 74% of people who looked up for something in their vicinity visited the store on the
same day.
Local SEO is all about having more visibility for your business that serves in a local area,
regardless of what business you are in. Business owners can entice, engage, and
experiment with their potential customers by providing the best offers and taking
maximum advantage of their business listing.

TYPES OF KEYWORDS
Short tail keyword & Long tail keyword
1. SHORT TAIL KEYWORD:-
Short tail keyword having 3 words or less than
(Eg: Digital Marketing Course)
More search volume
More competition
Low conversion rate
 Use it as a theme keyword that appears constantly thought out your website.

2. LONG TAIL KEYWORD
 Long tail keyword having more than 3 words usually much more
specific then short tail keywords. (Eg: Digital Marketing Training
Course in Hyderabad)
Low search volume
Low competition
High conversion rate
 Use this for targeted pages especially page or blog posts.

ADVANTAGES OF KEYWORD RESEARCH ?
 What are the keywords people are searching to know about the product or
services.
 How many times the keywords are searched by the people.
 What are the keywords using by the competitors (or) To know about the
competitors keywords.
 Examples:
 Best SEO Services company in Bangalore - 1000 – 5000 Medium
 Best SEO company services in Bangalore - 500 – 1000 Low
 SEO Services in Bangalore - 5000 – 10000 Medium
 SEO Company in Bangalore - 1000 - 5000 Low
 SEO Agency in Bangalore

HOW TO SELECT THE PRIMARY & SECONDAY KEYWORD
Average monthly search volume of that keyword
Competition of that keyword
Low
Medium
High

WHY DO A COMPETITOR ANALYSIS ?
 The main goals of a competitor analysis are to
understand who your competitors are, what
strategies they are using and have planned, how
competitors might react to your company’s
actions, and how to influence competitor
behavior to your advantage.

SO NOW YOU KNOW WHY SHOULD DO A COMPETITOR
ANALYSIS, WHAT ARE THE REAL BENEFITS ?
 Can assist your management with developing marketing
strategies.
 Can identify opportunities in the market that are under-server
 Can help you take advantage of competitors weaknesses to
growth market share.
 Can allow you to make better informed decisions about your
strategy and ensure you can create sustainable competitive
advantages.
 Can help you with forecasting future investments.

HOW TO FIND OUT COMPETITORS
Based On Primary and Secondary keywords, we have to find out our competitors
Eg: Best SEO Company Services in Bangalore | SEO Agency in Bangalore
Eg: Google Ads (PPC) Company services in Bangalore | PPC Agencies in Bangalore
Eg: Social Media Marketing (SMM) Services companies in Bangalore | SMM Agency
in Bangalore

LIST OF ON-PAGE SEO FACTORS OR TECHNIQUES
1. Title 11. BREADSCRUMBS
2. URL STRUCTURE 12. SITEMAP. XML
3. Description 13. ROBOTS. TXT
4. KEYWORDS 14. ANCHOR TEXT
5. CONTENT 15. GOOGLE SEARCH CONSOLE
6. URL CANONICALISATION 16. GOOGLE MY BUSINESS CENTER
7. HEADINGS
8. INTERNAL LINK
9. EXTERNAL LINK
10.ALT TEXT

SNIPPET IS CALLED – TITLE, URL & DESCRIPTION
 Title: “Digital Marketing Training Institute in Ongole | Godigital Academy”
 It should be 50 to 60 (600Px) characters have to use, each every page have to use different page
title
 Include with keywords only
 It will take pixel size
 URL: URL should be include with domain and keywords, Keywords should be separated by
hyphen (-)
 Do not include any special characters like (?,.1.2;]/)
 Eg: http://godigitalacademy.in/advanced-digital-marketing-in-ongole/
 Description: It should be 150 to 160 characters only (include with keywords)
 Godigital Academy is your best choice for digital marketing course in Ongole with high
quality training and 100% Placements by expert trainers.

META TAGS – TITLE, DESCRIPTION & KEYWORDS
Keywords:
 Best SEO Services company in Bangalore - 1000 – 5000 Medium
 Best SEO company services in Bangalore - 500 – 1000 Low
 SEO Services in Bangalore - 5000 – 10000 Medium
 SEO Company in Bangalore - 1000 -5000 Low
 SEO Agency in Bangalore

URL CANONICALISATION: 1
www: world wide web
HTTP: Hyper Text Transfer Protocol
HTTPS: Hyper Text Transfer Protocol Security
Eg: godigitalacademy.in
www.godigitalacademy.in
http://godigitalacademy.in
http://www.godigitalacademy.in
SSL : SECURE SOCKET LAYER
More secure: https://www.godigitalacademy.in
Error: 301 (Permanent)
Error: 302 (Temporary)
Redirection checker tool: header.io (https://httpstatus.io/)

 Headings are include with keywords only
Minimum per page have to use 3 headings or max - 6
HEADING TAGS ARE - 6

CONTENT:
 Content is king of SEO
 Don’t copy the content in any other website
 Minimum 350 words per page, content should 80% Unique
 Keyword spam ration should be 3%, not more then that.
 Use the keywords in first paragraph or first 100 words.
 Per Each 500 words we can use 2 keywords
 Eg: if you use 2000 words content in a page, so that we can use up to 8 keywords
A. Before publishing: - should check in smallseotools.com
B. After publishing:- the content on the website, check with
copyscape.com or siteliner.com
C. Tools for spinning the articles bestfreespinner.com

ROBOTS.TXT
It helps to preventing the crawler to crawl the confidential and private information.
FOLLOW - NO FOLLOW
ALLOW - DISALLOW
INDEX - NO INDEX

SITEMAP.XML
 It makes conveniences for crawler to crawl only those pages which were not
indexed earlier.
 It should in zip file or 10mb file
 It should content max 50,000 characters
 Url and folder limit is 10mb
 Tool Name: https://www.xml-sitemaps.com/

GOOGLE SEARCH CONSOLE
 Google search console is a collection of tools and resources to help website owners,
web masters, web marketers and seo professionals monitor website performance in
the Google search index.

WHAT IS DOMAIN ?
Domain means: Name of the website
TYPES OF DOMAINS
www.godigitalacademy.in www.godigitalinc.com
CCTL
D
TLD
COUNTRY CODE TOP LEVEL DOMAIN
TOP LEVEL DOMAIN
Extension
(File
Containing
Program)
URL
(Uniform
Resourc
e
Locator)

 Spamdexing: Attempting ranking Improvement that are
disapproved by search engine.
 Eg: No quality and no relevant content
Re-directing: User for pages that is built for search engine
rather than pages which is human friendly.
Eg: Black hat techniques.
Cloaking: Serving one version of a page to search engine
spider and another version to a human visitors.
Eg: Same website or page it will be appear two types
(Designing). Google crawl users.

 What is page Rank ?
 Page rank is metric, developed by Google, to Score a specific page.
 Page rank is scored using a 0 to 10 logarithmic scale.
 What is Do follow and No follow link ?
 Do follow: links allow search engines to crawl your content and connect
your page to other pages, internal (Your own website) and External
webpages.
 No follow: Links attributes do not allow search engines bots to follow link.
That means if the website owned is linking back to you with no follow
attributes. It does not pass on link juice. Only humans will be able to follow
the links.
 What is link Juice: When one page links to another page, it passes some
of its credibility to that page, increasing the likely hood that the second
page will rank. This credibility is some times called “Link Juice” but most
search optimizers call authority.

WHAT ARE THE TECHNICAL ISSUES IN SEO ?
1.Uppercase Vs Lowercase URL’s
2.Multiple Versions of the homepage
3.Query parameters added to the end of
URL.
4.Soft 404 Errors. (Page Not Found)
5.302 Redirects instead of 301 Redirects…
6.Broken / Outdated sitemaps..

SEO ERRORS ?
1.404: Page not found
2.410: If you delete the permanently page (Similar to
a 404) sending a request
3.408: Request time out (It means the client doesn’t
finish)
4.301: Permanent
5.302: Temporary
6.504: Gate way Time out (Payment page)
7.500: Internal Server error.

OFF-PAGE SEO
Off-Page SEO: It refers to the technique that can be used to improve the position
of blog or website in SERP (Search Engine Result Page).
It refers to activities outside the boundary of website. The most important are
link building, Page Rank and Back links.
 What is Link Building ?
It is a most popular off-page SEO Technique basically by building external links to
website. You are trying together as many as votes (Links) you can so that, you can
by pass your competitor and rank-higher.

TYPES OF LINK BUILDING
1. One way
2. Two way
3. Three way
 One way: It takes 2 to 3 months for the backlinks to get approve also known a free
Ex: A B
 Two way: (Reciprocal): It takes 1 to 3 months work for getting back links to appear.
Ex:: A B
 Three way: It takes 1 to 3hrs for getting back links to approve . These are paid one.
Ex:
C
A B

WHAT IS PAGE RANK ?
 Page Rank: This concept was introduced by “Larry Page” Measured
on a scale 1 to 10, arrange page rank for any website is 4.
 Types of Back Links:
Back links are 2 types: Inbound links and Out bound links
They are the active links present on other websites.
Inbound backlinks: These are the links from other website to your website.
Outbound backlinks: These are the links from your website to other
website.

WHAT IS DOMAIN & PAGE AUTHORITY – MOZ BAR
Domain Authority: (50) DA is a metric which tells how well a given domain is likely
to rank in Google Search Results. (it will be calculate the entire domain
performance. Example: how many visitors are coming to our website and How
Many page views it’s happen).
Page Authority: (22) PA Authority measures the strength of Individual page. It
predict the ability for a specific page to rank in search engines. (Example: How
many visitors are coming to particular page and how many page views it’s
happen).
Moz Rank (BAR): Moz rank represents a link popularity . It reflects the importance
of any given webpage on the internet.

SUBMISSIONS OF BACKLINKS
1. Directory submissions (DMO) famous website
2. Article Submissions
3. Book Marking sites
4. Social Networking sites
5. Blogs
6. Blog Commenting
7. Forum Posting
8. Video sharing
9. Document sharing
10.Local listings / Human search engine
11.RSS News Feeds (Reach site Summary)

12. Social Book Marketing Sites
13. Photo Sharing or Image Sharing
14. Q & A (Questions & Answers)
15. Info-graphics Submissions
16. PDF Submissions
17. Web 2.0 Submissions
18. Classified Submissions
19. Guest Postings
https://www.seokhazana.com/

TOOLS FOR COMPETITOR ANALYSIS
 Who is visiting their websites and how do
they get there ? You don’t have to physically
transfer yourself to discover this information.
All you have to do is check out the following
competitive analysis tools. The insights they
provide help you size up the competition
and in turn, improve your online marketing
strategy.

LIST OF TOOLS FOR COMPETITOR ANALYSIS
 Smallseotools.com seoweather.com
 Seositecheckup.com spinbot.com
 iwebchk.com Siteliner.com
SEOptimer.com httpstatus.io
 Marketing.grader.com header.io
 Woorank.com Zadroweb.com
 Alexa.com
Seooptimer.com
 Spyfu.com Seospider.com
 Semrush.com Siteliner.com
 45-Free Digital Marketing Tools

LIST OF 45 – FREE DIGITAL MARKETING TOOLS
List of 45 FREE Digital Marketing Tools ...
1- Google Analytics - To track website traffic activity
2- Google Keyword Planner - For keyword research
3- Google Search Console - To check indexing status and optimize visibility
4- Google Trends - To analyze the popularity of a search term
5- UberSuggest Basic Account - For domain overview and content ideas
6- Screaming Frog SEO spider - For website audit
7- SEOreviewtools - To extract backlinks
8- Website Auditor - For website audit
9- Monitor Backlinks - To monitor backlinks & keywords
10- Answer The Public - For visual keyword research
11- Grammarly - To write grammatically correct sentences
12- Trello - To organize your project and monitor the progress
13- Canva - To design online using drag & drop features
14- Hootsuite - To plan and track your social media activity
15- Smartlook - To analyze user behaviour on your website
16- Mailchimp (upto 5000 emails) - For email marketing
17- Right Relevance - to find influencers in your industry
18 - QuillBot - Paraphrasing tool that generates various synonym
19 - Ahrefs Basic Account - keyword research
20 - SEMRush Basic Account - keyword research
21 - Snaptik dot app - To remove TikTok watermark
22 - Bitly - URL shortener
23 - Picmakers - easy way to create designs
24 - Snov dot io - for b2b lead generation
25 - PageSpeed Insights - tool for checking the website speed
26 - Sitechecker dot pro - Tool for website audit
27 - Facebook Ad Library - for checking the Competitors Ads
28 - Creator Studio - for Scheduling Facebook and Instagram Post
29 - Tubebuddy and Vidiq - for YouTube video Analytics
30 - Rapdtags - for YouTube Video tags
31 - YouTube Audio Library - for Royalty free Musics
32 - Pexels dot com - for Royalty free stock images and Videos
33 - Wordstream - Keyword Research
34 - SERanking Free Version - Keyword Research, Keyword Ranking
35 - Google Tag Manager - To manage and measure conversion tracking, site analytics
36 - WooRank - Seo audit
38 - Croppola - To crop photos
39 - HotJar/Microsoft Clarity - For heatmaps/user interaction on websites

SEO TECHNIQUES
 White Hat SEO: In white Hat SEO everything needs to follow
Google guidelines which is right to do.
Eg: Unique Content, Back links, and keywords placing
Black Hat SEO: In black hat SEO everything opposite to
white hat SEO.
Eg: Link Spam, Keyword stuffing, Cloaking, Hidden Text, and
Hidden links, quick, Unpredictable, and short listing growth in
rankings.
Grey Hat SEO: It’s not related to white and black hat SEO.
It’s completely different from those techniques.

GOOGLE ALGORITHMS
 PANDA: Launched date 24th Feb’2011
PANDA is wise, he believes you should earn your rank. Panda don’t like duplicate
content (that means no plagiarism). And don’t bother with keyword stuffing. They are
far too smart for that.
Ex: Duplicate, Plagiarized or thin content, User generated spam, keyword stuffing.
 PENGUIN: Launched date 24th April’2012
PENGUIN is the life of the party . He believes in linking up with a quality friends. You
can’t buy his friendship (that means no paid links) and he doesn’t like spammers or
fakers.
Ex: Spammy or irrelevant links, links with over optimized anchor text.
 PIRATE: Introduced in 2012
PIRATE is no thief, You will find yourself thrown overboard, if you are caught sharing
pirated content Stay away from sites with high copyright infringement reports.

 HUMMING BIRD: Launched date 22nd Aug’2013
HUMMING BIRD is Intuitive. She understands the meaning behind the search.
She looks for concepts over keywords (So write for the reader, not the robot).
Ex: Keyword stuffing, Low quality content.
 PIGEON: Launched date 24th July’14 (USA), 22nd Dec’14 (UK, Canada &
Australia)
PIGEON is home body. She keeps it local, so you better get yourself on the map. She
likes when things Are straight forward and simple. Avoid in consistencies with your
address and info.
Ex: Poor On-Page SEO and Off-Page SEO.
 MOBILE FRIENDLY: Launched date 21st April’2015
Mobile friendly is a simple update. It made sure when you’re searching from a mobile
phone, the search results will be mobile friendly. If you want to rank for mobile search,
get a responsible website.
Ex: Lack of a mobile version of the page, Poor mobile usability.

 RANK BRAIN: Launched date 26th Oct’2015
RANK BRAIN is artificial intelligence. It learns what is good content and what is
not. You ought to work on lowering your bounce rate and increasing visit
durations to impress the brain.
Ex: Lack of query specific relevance features, shallow content, Poor UX.
 POSSUM: Launched date 1st Sep’2016
POSSUM is all up in your business. He knows where you are and shows you results
based on your location. There’s not much you can do here. The Closes business
get’s the higher rank.
Ex: Tense competition in your target location
 FRED: Launched date 8th Mar’2017
FRED is smarter than your average Joe. He knows if you’re just trying to sell him
something. FRED De-ranked content with too many affiliate links and ads. Short for
quality content and you’re good.
Ex: Thin, Affiliate-Heavy or Ad-Centered Content.

 MOBILE FIRST INDEXING: Launched date 26th Mar’2018.
Mobile first indexing is simply how Google crawls and indexes the web. Instead
of looking at the desktop version of the page, Google looks at the mobile version
of the page. In more simple terms, Google is crawling and indexing your web page
based on how it renders on a mobile phone versus a desktop computer.
 BROAD CORE: Launched date 1st Aug’2018
A Broad Core update is an improvement (or) Various improvements to the overall
Google algorithm that’s used to understand user’s search queries and websites
better. These improvements aim to improve Google’s Accuracy in matching search
quires for better user experience and satisfactions.
 MEDIC:
Google rolled out one of the largest search engine algorithm updates it’s ever
done – leaving a trail of tumultuous website ranking in its path. Dubbed at on set
as the “Google Medic Update” by SEO Guru, Barry Schwartz, the update primarily
affected organic rankings for health, fitness, and medical websites.

 OFF THE CHARTS (or) SEO CHATTER: Launched date 22nd May’2021
There is yet another Google search algorithm ranking update that seems to be going on –
it touched down yesterday, Saturday May 22nd. The tracking tools are off the charts, all
of them, showing changes in the Google Search results that I have not seen before in a
long time. This is at the levels of a core update or the old Penguin and Panda updates.
The chatter in the community is not matching what I am seeing the tracking tools reporting. Maybe
there is a delay in the SEO community chatter because it is a weekend or Google tripped up the tools
some how. I am thinking it might be something Google did that upset the tools but it is too early to
tell. This does seem big and you should check the health of your sites in Google Search.
SEO Chatter:
Surprisingly, the SEO chatter is not at the same levels. Maybe because it is a weekend and a lot of
folks are not working or checking but it just doesn't seem right. Normally with the tools being this
hot, even over a weekend, the forums have a heck of a lot more to say. I checked many of the other
forums, including the black hat forums and even the official Google forums and the chatter is almost
nonexistent in those forums. I see complaints in those forums, but nothing from a ranking drop
yesterday - at least not yet.
The WebmasterWorld (now moved into a new thread here) forums does have new chatter but again,
not at the level I would expect for an update of this magnitude. Here is the new chatter in the forum:

Core Web Vitals:
https://web.dev/vitals/

https://www.searchenginejournal.com/google-algorithm-change-targets-
slander/410187/#close
https://www.searchenginejournal.com/google-page-experience-update-
begins-rolling-out/410660/
https://www.searchenginejournal.com/google-algorithm-change-targets-
slander/410187/#close
https://www.searchenginejournal.com/google-rolls-out-new-spam-
update/411526/

REPORTING & ANALYSIS
GOOGLE ANALYTICS TOOL

INTRODUCTION ABOUT GOOGLE ANALYTICS
Google Analytics, GA, for short, is a web analytics tool that provides in-depth
insight into your website and business’s online performance.
Getting started with GA is straightforward, and in most cases, you can begin to
track key metrics of online business right away. Google Analytics offers levels of
complexity; the more you want out of it. The more time you sink into it, the more
beneficial it will be for you.
The more relevant data of the channels you have, the more opportunities for
optimization, new ideas, and gaining an understanding of how connected
everything is in comparison to the business at large.
Google Analytics integrates with other Google services perfectly, and if you’re
using other Google-based services for marketing, GA will be essential to track
their performance.

Only with web data and knowing exactly how your actions perform,
you can increase the return on investment of your website and
businesses.
In every digital marketing strategy, data plays a vital part, and having
the right tools in place before any marketing attempts makes sure
you’re getting the results you want from it.
A successful business is a fast-paced machine that reacts quickly to
ever-changing factors, and web data can help you discover what is
going on your website.
We will discover what Google Analytics is through its many benefits
to your business and why using GA is essential to understand the
status of your online performance.

GOOGLE ANALYTICS BENEFITS
 Track Online Traffic
 Understand User Behavior
 Offline to Online Tracking
 Data Reports And Customization
 Improve Online Advertising With Marketing Analytics
 Improve Search Engine Optimization And Content Marketing
 Google Analytics Conversion Tracking
 Find Your Target Audience
 Google Analytics Cost
 Google Analytics Improves Websites
 Getting Started Is Easy
 New Ideas For Business
 ecommerce Performance

GOOGLE ANALYTICS
First read about:- Analytics Academy (https://analytics.google.com/analytics/academy/)
Google Analytics exam website: Partners.google.com
Google Analytics academy demo account:-
https://support.google.com/analytics/answer/6367342?hl=en (Everything about GA).
Just Click here and access to see the
Google analytics result

Screen shot of real-time project

Screent shot of real time project

Screent shot of real-time project

GOOGLE TAG MANAGER
Google Tag Manager is a tag management system (TMS) that allows you to
quickly and easily update measurement codes and related code fragments
collectively known as tags on your website or mobile app. Once the small
segment of Tag Manager code has been added to your project, you can safely
and easily deploy analytics and measurement tag configurations from a web-
based user interface.
When Tag Manager is installed, your website or app will be able to communicate
with the Tag Manager servers. You can then use Tag Manager's web-based user
interface to set up tags, establish triggers that cause your tag to fire when certain
events occur, and create variables that can be used to simplify and automate your
tag configurations.
A collection of tags, triggers, variables, and related configurations installed on a
given website or mobile app is called a container. A Tag Manager container can
replace all other manually-coded tags on a site or app, including tags from Google
Ads, Google Analytics, Floodlight, and 3rd party tags.

WHAT IS GOOGLE TAG MANAGER?
Google Tag Manager is a free tool that eliminates tedious code-editing tasks
that formerly required a developer. It allows the marketing team to add and
update their own website tags – including JavaScript code snippets for site
analytics, conversion tracking, and remarketing – while the development team
focuses on larger projects.
What are tags?
Tags are snippets of website code that measure traffic and visitor behavior. In
addition to offering insight into the impact of online advertising and social
changes, tags make it easy to target your audience, leverage remarketing, and
test and improve your site. These tags also enable specific site functions. For
example, through the use of the Google Analytics tag.

BENEFITS OF GOOGLE TAG MANAGER
Seeing as the marketing world is a buzz with talk of Google Tag Manager, or GTM, we’ve
created the following resource to summarize what GTM Is, why it’s important, and the
eight key benefits it offers to your organization.
Now that you know what Google Tag Manager is and why it’s important, here are the 8
key benefits it offers:
1. Ease of use. GTM enables team members to make updates and add new tags quickly and
easily, without complex code changes to the site. This allows the team to test each
change and deploy when ready without the help of a developer, which streamlines the
process, speeds time to launch, and allows the IT department to focus on larger projects
like improving the site as a whole.
2. Easy updates and a future-proofed website. GTM makes future upgrades and
enhancements much simpler, since modifications can be made through the interface and
not on each page of your website. In addition, if you’re considering upgrading to
Universal Analytics, GTM’s upgrades will make the gradual transition much easier.

3. Debug features. GTM’s built-in debug features allow the team to
test and debug each update on your site prior to publication,
ensuring that your tags work properly before they are live.
4. Version control. A new, archived version is created every time you
publish a change through GTM, making it easy to rollback to a
former version at any moment. This is ideal because it keeps tags
organized; makes troubleshooting simple; and allows you to easily
implement similar installations on new GTM containers.
5. Users and permissions management. GTM makes it easy to set
permissions for individual users and control internally who has the
ability to make changes to the website and assist with creating
tags, macros, and rules.

6. Built-in tags. GTM comes with a number of important built-in tags for classic and
Universal Analytics, Ad Words conversions, remarketing, and more. This allows a
marketing team that lacks coding experience to customize tags with just a few
pieces of key information, without implementing complicated code or enlisting
the help of a developer.
7. Functions with Google Analytics. Speaking of built-in tags, GTM also allows you
to install a basic implementation of Google Analytics via Google Tag Manager.
GTM includes a tag template that gives you all the options you would have had
in your previous Google Analytics implementation. Plus, it’s compatible with
older onsite code for event tracking, page views, and cross domain tracking.
8. Event tracking. Traditionally, event tracking involved adding code to the website
to track visitor events like clicks, video engagement, and form submissions.
GTM’s auto-event tracking feature eliminates the need to manually tag each link
you want to track. Instead, you can target links or buttons by attributes that are
already on the link or by using a standardized naming structure.

Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptx

Recommended

Recommended

More Related Content

Similar to Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptx

Similar to Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptx (20)

Recently uploaded

Recently uploaded (20)

Godigital Academy - Introduction to Advanced Digital Marketing Course (1).pptx