What is Seo,smo,smm in digital marketing

DIGITAL MARKETING
Strategies
PRESENTED BY
TANUJA T. TALEKAR
ON PAGE
SEO
OFF PAGE
SEO
SEO
Notes Credit : OM Maurya Sir

WHAT IS DIGITAL MARKETING ?
Internet Marketing or Digital Marketing refers
to Marketing and Advertising efforts that use
web, Email,and Social sites to drive
more leads,more sales and more visibility for
Brand Building

WHAT IS SEO ?
Search Engine Optimization is the process of improving the
visibility of a website on organic ("natural" or un-paid)
search engine result pages (SERPs), by incorporating search
engine friendly elements into a website.
A successful search engine optimization campaign will have,
as part of the improvements, carefully select, relevant,
keywords which the on-page optimization will be designed to
make prominent for search engine algorithms.

ON PAGE
OPTIMIZATION
On-page optimization refers
to website elements which
comprise a web page, such
as HTML code, textual
content, and images.
On Page SEO is the Science
of optimizing the contents
of a website such that it
becomes friendlier to the
search engines.
This technique includes the
optimization of
texts,images,tags,Url
structure,internal links
,external links,headers etc.

HTML STRUCTURE:
<!DOCTYPE html>
<html>
<head>
<title>Meta Tags Example 65-70 characters</title>
<meta name="keywords" content="HTML, Meta Tags, Metadata" />
<meta name="description" content="Learning about Meta Tags”. 155-160
characters/>
</head>
<body>
<nav>
<a href=“example.html” title=“Keyword”>Example </a>
</nav>
<h1>Main Keyword</h1>
<p>Hello HTML5!</p>
<img src=“flower.jpg” alt=“Keyword”/>
</body>
</html>

URL Structure
Save this file as computer-classes-in-andheri-west.html. The o/p will be as follows.
Important points for seo friendly url
1. No underscores or special
characters
2. No spaces
3. Maximum 4-5 words
4. Separate words with hypen
5. Name should be relevant

The most important On-Page SEO tips are:
Having
optimized titles
and descriptions
Proper URL
Structures
User friendly
navigation
Optimized
internal links
Text Formatting
(use of
h1,h2,bold etc)
Image optimization
(image size, proper
image names, use
of ALT tag)
Relevant
attractive
Content

WHAT IS A SITEMAP?
Sitemap is an XML file that lists the URLs for a site. It allows
webmasters to include additional information about each URL:
when it was last updated, how often it changes, and how
important it is in relation to other URLs in the site. This allows
search engines to crawl the site more intelligently.

How to create sitemap for your website and upload it to your website
on the server?
Step 1 :
Go to the url : https://www.xml-sitemaps.com/
You will get the following screen :

Step 2 : Enter your website’s url, Select change frequency to daily and then click
start.
url of your website

Step3 : Now download the sitemap.xml file

Your sitemap.xml file will look like this :

Step6 : Now to upload the sitemap.xml file on the server. We have to open filezilla and upload
the sitemap.xml to our website on the the server.

Step 8: To check whether the sitemap.xml file has been uploaded to our website on the
server, we have to go to our website’s home page and type sitemap.xml infront of it like
shown below and press enter.

Then you will see the following screen. It means that your sitemap.xml is successfully
uploaded on your website and it shows list of all the url on your website.

HOW
TO
CREATE
RSS FEEDS
AND
CHECK
IF IT IS VALID

WHAT IS RSS FEED ?
An RSS feed is a resource that shows the
latest content from a source and the main
thing about RSS is that it automatically
updated.
By submitting an RSS feed to different
directories, you provide another way for your
blog content to get syndicated and to distribute
your backlinks.

You can create
rss feed using
online tool too.
Lets see how to do that

Go to : http://www.joydeepdeb.com/tools/rss-feeds-generator.html

Fill up details of your website
1
2
3
4
Rememer to give your image url
for your website here

Lets add feeds(your webpages) now

You will get a message like this when you add a new feed.

Once all your feeds(web pages) are added. Click on generate
feed.Copy that code and save it in as “rss.xml”

Upload it to your websites top level directory
example : www.example.com/rss.xml

Check if it uploaded on your website . You should see the following
screen if it was uploaded successfully.
Type your address

Now go to www.feedvalidator.org to check whether your feed is
valid or not. Just add the url of your website eg :
www.example.com/rss.xml and click on “Validate”

What is Robots.txt file ?
The robots exclusion protocol (REP), or robots.txt is a text file webmasters create
to instruct robots (typically search engine robots) how to crawl and index pages
on their website. In short Web site owners use the /robots.txt file to give
instructions about their site to web robots; this is called The Robots Exclusion
Protocol.

How to create robots.txt file for your website?
Step1 : Go to the following website :
http://tools.seobook.com/robots-txt/generator/
You will the following screen :

Step 2 : Suppose you don’t want the robots to have access to your about-us page of
your website. Then just select /about-us.html from your website as shown in the
image below :

And paste that part in the files or directories tab and click add you your robots.txt will be
ready as shown below :
Copy this code in notepad and save
as robots.txt in your main folder
Very important point

Step 3 : Then upload the robots.txt file to your website using filezilla ftp client :

Step 4 : Check whether the file is uploaded to your website by typing robots.txt infront of
your website’s url :
Your robots.txt file is uploaded
successfully to your website

Some examples :
1) To exclude all robots from the entire server
2) To allow all robots complete access
(or just create an empty "/robots.txt" file, or don't use one at all)
3) To exclude all robots from part of the server
User-agent: *
Disallow: /
User-agent: *
Disallow:
User-agent: *
Disallow: /cgi-bin/
Disallow: /tmp/
Disallow: /junk/

4) To exclude a single robot
5) To allow a single robot
User-agent: BadBot
Disallow: /
User-agent: Google
Disallow: User-agent: *
Disallow: /

What is Favicon?
Favourite + Icon = Favicon.
Favicon in simple terms is your brand or website logo. Like Facebook and
Instagram has following favicons :

Important points to remember while creating
favicon for your website :
1) The format for the image you have chosen must be 16x16 pixels
or 32x32 pixels, using either 8-bit or 24-bit colors
2) The format of the image must be one of PNG (a W3C standard),
GIF,JPG, or ICO. w3c.org

How to create favicon for your website ?
Step 1: Go to the following url :
http://www.favicon-generator.org/ . You will the following screen

Step 2 : Then
1)Upload your website’s logo
2)Select the option Generate only 16x16 favicon.ico
3)Click on create favicon
3
1
2

Step 3: Download the generated favicon and copy
the code in <head> section of all your web pages
code :
You can use any one link
Give the correct path link for your favicon image

Step 4 : Then upload the downloaded favicon.ico image as
well as well all your web pages containing favicon to your
website using filezilla ftp client

Then check your website for the output. You should see your
logo(favicon) next to the url of your website

What is Google Analytics?
Google Analytics is a free web analytics service
offered by Google that tracks and reports website
traffic.

How to track your web page using Google Analytics?
1) Go to www.google.com and search google analytics. Click on Sign in to your google analytics
account. Enter your gmail login details. You will get the following screen:

2) Click on sign up .
 The next window will ask what do you want to track?
 Choose website and fill in the rest of the details like your account name, name and url of your
website, industry type, reporting time zone.
 Then click on “Get tracking id”

After signing up you will get a window which will show you
 Tracking id
 Status and
 Website Tracking code(which you have to include in all the web pages of your website that you want to track.)

Save the file.
2) Now you have to copy the website tracking code on all the web pages that you want to track, to do so :

3) Now upload this file on the server.

4)Go to your website, and click on the webpage that you wanted to track and check whether the website
tracking code is included on the server or not by pressing ctrl+u button on that webpage to view the source
code :

How to set a Goal
• Go to admin-click on the page on the drop down you need to select-then under the
section All Website Data select Goal

Select a New Goal and Select Custom Under the Section Goal Set Up

Enter the Goal Description and select Destination

Enter the Goal details-You need to enter the url you want your visitor to
get redirected-and if they do so We have achieved a New Goal

Then go to the url : https://raventools.com/gaconfig/google-analytics-event-
tracking/affiliate-link/

We need to enter the same details as entered in the
Goal Description

• The code would be then generated
• Copy it to the notepad and edit the website url and the anchor text and
paste it in the <body></body> (as it is an internal link) of the page.
• Upload it from Local Site to Remote Site through FTP Client(For
e.g,Filezilla)
• Then check into the Google Analytics .

Now go to your google analytics account and click on Reporting tab ->Real Time->Overview

You will see that your website tracking code has started working and it shows you the
number of active users that are viewing your webpage which has the tracking code .

OFF PAGE OPTIMIZATION
Off-page optimization refers, predominantly, to
backlinks (links pointing to the site which is
being optimized, from other relevant websites).
Unlike On- page SEO, Off-page SEO refers to
activities you can perform outside the
boundaries of your website. The most
important are:
Link Building
(Blog directories,Article directories,forum
signatures,comment link)
Social Media Marketing
(facebook,twitter,google plus)
Social bookmarking
(Google bookmark,digg,reddit)

What Are The Benefits Of ‘Off-Site SEO’ To Website Owners?
A successful off-site
SEO strategy will
generate the following
benefits to website
owners:
Increase in rankings The website will rank higher in the SERPs
and this also means more traffic.
Increase in
PageRank
Page rank is a number between 0 and 10 which
indicates the importance of a website in the eyes of
Google. It is the system invented by Larry Page and
Sergey Brin (Google founders) and one of the reasons
that Google was so successful in showing the most
relevant results to the searcher. Page rank today is
only one out of the 250 factors that Google is using to
rank websites.
More exposure Higher rankings also means greater exposure
because when a website ranks in the top
positions: it gets more links, more visits and
more social media mentions. It’s like a never
ending sequence of events where one thing
leads to another and then to another etc.

What is SMO (Social Media Optimization) ?
Social media optimization refers to
optimizing a website and its content
to encourage more users to use and
share links to the website across
social media and networking sites.
The goal of SMO is to strategically
create interesting online content,
ranging from
• well-written text
• eye-catching digital photos
• video clips
that encourages and entices people to engage
with a website and then share this content,
with their social media contacts and friends.

Facebook Open Graph Protocol
Facebook introduced Open Graph in 2010. It promotes integration between Facebook
and other websites
<meta property="og:title" content="Easy Cooking Food Recipes"/>
<meta property="og:url" content="http://funmoviemasti.com/foodrecipes/index.html"/>
<meta property="og:type" content="website"/> (For more types : http://ogp.me/#types)
<meta property="og:description" content="If you are looking for some simple recipes which are very easy to
prepare and tastes very delicious and yummy,then you have come to the right place.Here you will ger to
know recipes which help you to create amazing dishes.Do try them."/>
<meta property="og:image" content="http://funmoviemasti.com/foodrecipes/FoodRecipe.jpg"/> (1200
pixels x 627 pixels. Dont exceed 5MB limit)

Sharing Debugger - Facebook for Developers (https://developers.facebook.com/tools/debug/sharing/)

Twitter Cards
<meta name="twitter:card" content="summary"/> (7 options : summary, photo, video, product, app, gallery, and
“large version” summary.)
<meta name="twitter:site" content="@foodrecipezilla"/>
<meta name="twitter:creator" content="@foodrecipezilla" />
<meta name="twitter:title" content="Easy Cooking Food Recipes"/>
<meta name="twitter:description" content="If you are looking for some simple recipes which are very easy to prepare
and tastes very delicious and yummy,then you have come to the right place.Here you will ger to know recipes which
help you to create amazing dishes.Do try them."/>
<meta name="twitter:image" content="http://funmoviemasti.com/foodrecipes/FoodRecipe.jpg"/>

Validate and preview the twitter card on this link : https://cards-dev.twitter.com/validator (Twitter Card Validator)

Facebook Plugin,Like,Follow button
Go to the following url : https://developers.facebook.com/docs/plugins/follow-button

Twitter Follow Button
Go to the url : https://publish.twitter.com/

THANK
YOU
U
T
H
K
N
A Presented By
Tanuja T. Talekar

What is Seo,smo,smm in digital marketing

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