2. The modern customer spends a lot of
time ‘online’, uses multiple digital
channels/platforms and has abundance of
choices for most products/services. with digital
technologies, companies can now personalize
their marketing efforts and target their
relevant segment with more precision. They
can provide a cross-channel, continuous
personal experience to their customers.
Digital Marketing Overview
3. Increasing problem and solution
awareness.
Acquiring new leads and customers.
Activating leads and customers.
Monetizing existing leads and customers.
On boarding new leads and customers.
Building community and advocacy.
Common Goals For Digital Marketing Campaign
4. Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Content Marketing.
Social Media Marketing.
Pay Per Click (PPC)
Affiliate Marketing.
Native Advertising.
Email Marketing.
Re-Marketing.
List of Digital Marketing Channels
5. Analysis and starting point
Objectives
Buyer person
Content Plan
Keywords
Platform platforms
KPIs and measurement strategy
Contingency plan
Developing Digital Marketing Plan
6. SEO stands for “search engine optimization.” It is the process of getting
traffic from the “free,” “organic,” “editorial” or “natural” search results on
search engines.
7. Search engine
Search engines are answer machines. They scour billions of pieces
of content and evaluate thousands of factors to determine which content is
most likely to answer your query.
Some Search Engines:
Google
Bing
Yahoo Search
8. Crawling
Process of fetching all the web pages
linked to a website. This task is
performed by a software, called
a crawler or a spider (or Googlebot, in
case of Google).
How do search engines work
9. Indexing
Process of creating index for all
the fetched web pages and keeping
them into a giant database from
where it can later be retrieved.
Essentially, the process of indexing
is identifying the words and
expressions that best describe the
page and assigning the page to
particular keywords.
10. How do search engines work
Processing
When a search request comes, the search engine processes it, i.e.
it compares the search string in the search request with the indexed
pages in the database.
Calculating Relevancy
It is likely that more than one page contains the search string, so
the search engine starts calculating the relevancy of each of the pages
in its index to the search string.
11. How do search engines work
Retrieving Results
The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing more than simply displaying
them in the browser.
12. Black Hat SEO
White Hat SEO
Grey Hat SEO
On Page Optimization
Off Page Optimization
13. Black Hat
Keyword Stuffing
Cloaking
Sneaky Redirects
Poor Quality Content
Paid Links
Abusing Structured Data/Rich
Snippets
Blog Comment Spam
Link Farms
Private Blog Networks
Black hat SEO is a practice against search engine
guidelines, used to get a site ranking higher in search
results. These unethical tactics don’t solve for the
searcher and often end in a penalty from search engines.
Black hat techniques include keyword stuffing, cloaking,
and using private link networks.
14. White Hat SEO
Keyword Stuffing
Cloaking
Sneaky Redirects
Poor Quality Content
Paid Links
Abusing Structured Data/Rich
Snippets
Blog Comment Spam
Link Farms
Private Blog Networks
Grey hat SEO consists of slightly shady SEO
tactics. While they are not against search engines
prohibited practices, they are slightly unethical
and could be banned in the future.
15. Google My Business (commonly known as GMB, and formerly known as
Google Local and Google Places) is a business listing on Google, not unlike
listings on online business directories such as JustDial, Yellopage. It’s also a
core element of local SEO.
16. How GMB will work and Uses
Google app search
Google search in third-party
browser or Google Chrome
(mobile/desktop)
Google Maps in mobile/desktop
browser
Google Maps app
Google Home voice search
Google Assistant voice search
GMB is a free tool that lets you manage how your business
appears on Google Search and Maps. That includes
adding your business name, location, and hours;
monitoring and replying to customer reviews; adding
photos; learning where and how people are searching for
you, and more.
17. How to create GMB
Create an account and claim your business
Verify your business
Optimize your listing
Download the GMB app
18. Create a Google My Business Listing
Step 1: Log into the Google Account you want associated with your
business (or create a Google Account if you don’t already have one).
Step 2: Go to google.com/business and select “Start now” in the top
right-hand corner.
Step 3: Enter your business name.
