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  1. 1. WHAT IS DIGITAL MARKETING?Promoting products and services using digital distribution and socialmedia channels to reach consumers in a timely, relevant, personaland cost-effective manner.Leverages traditional marketing areas such as Direct Marketing byproviding the same method of communicating with an audience butin a digital fashion.Delivered via Internet, mobile text messaging, display/banner adsand digital outdoor signage.
  2. 2. Why use digital marketing Increase website traffic Increase brand recognition Improve search engine rankings Generate leads Increase online sales conversions Improve internal communications
  3. 3. Who using digital marketing Small to Medium Businesses increasingly rely upon online digital marketing techniques and distribution channels. Digital communications and multimedia technologies are significantly changing the way SMBs:  Communicate with their customers  Promote products and Marketing services
  4. 4. The Anatomy of a Search Results PageGoogle, Yahoo, and some of the other majoronline forces involved in search. Taking a closerlook at the core component of a search engine,and goal as SEO professionals: the Search EngineResults Pages (or SERP).All of the major search engines follow the samebasic layout and usability principles, and this isnot accident. The SERP is made up of thefollowing elements.Search BoxAll three major search engines place the search box front and centeron the page, giving users the ability to conduct more searches.Search RefinementsThe left-hand side of each SERP features more advancedsegmentation of the search results you’re viewing. You can sort bymedia type (images, video, and so on), country, website, date, andother refinements.
  5. 5. The Anatomy of a Search Results Page
  6. 6. The Anatomy of a Search Results PageOrganic ResultsLocated below the search box are the natural search results ororganic search results—those results that have been ranked purely onthe basis of the search engine’s algorithms, that is, on their relevance.These results are sorted on the basis of each search engine’s specificalgorithms, and the goal of your SEO campaign should be to appearin the first position within this section.Paid ResultsSitting to the right-hand side of the organic results, and sometimesabove them, are the paid search results, or PPC (pay per click) ads.The paid search results are bid on in an auction system, and theposition of each ad is determined by a combination of relevance,the amount the advertiser bid, and the ad copy used.
  7. 7. How search worksSearch engines are constantly indexing content, and recording which sitelinks to which other site, the content that appears on each page, the tagsand keywords associated with certain topics, and a number of otherelements. In all, there are hundreds of different signals search engines use todetermine relevance—a word that’s used to indicate how, well, relevant agiven page is to a given query.Modern search engine spidershave two distinct tasks:Crawling is the traveling from siteto site, and page to page,discovering content and links.Indexing is the task of building adatabase (or an index) ofkeywords and phrases, the sitesand pages that are relevant tothem, and the links betweenthose sites.
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  9. 9. Search Engine Optimization (SEO) is theprocess of improving the visibility of a website or a web page in a search engines "natural," or un- paid ("organic" or "algorithmic"), search results.
  10. 10. SEO contains three parts Keyword Research On-site optimization Off-site optimizationThe process to search the To make your Site Search Link Building (Contentkeywords related to Your engine friendly by optimizing Distribution, SocialWebsite. Title Tags and Meta Bookmarks, Press Releases, Description of your website. Contests & Giveaways, Creating unique content and Forums Posting, Blog improving the overall website Comments, Relevant architecture. Directories & Paid Links) Social Media Sites (Twitter, LinkedIn, Facebook)
  11. 11. Keyword Research Keywords are very important for your site to get listed in the correct category. If you are writing a blog that sells books then you must sure that the search engines know what your site is about. this is done by using keywords in your page titles, post titles and sprinkled a few time sin your articles.The rule is that you don’t want to use your keyword more than 2 or 3times per one hundred words. It is very important that keyworddensity should not exceed 3-4% of your total article.Why is key word research important? Keyword research helps us to find the right niche for our article Keyword phrases can help visitors find your site Choosing the right keyword and correct placement of keywords is necessary for search engine optimization.
  12. 12. Keyword Research process Keyword research is one of the most important parts of online marketing. Sometimes we don’t realize just much of a difference it can make in the overall success of a search engine marketing campaign or even the success of an online business. Keyword research involves four important steps.Discovering analyzing selecting deployingThis phase should focus This phase involves This process involves This phase is abouton identifying as many adding information objective making optimum use ofkeywords as possible about existing measurement based your selected keywordsthat are related to your competition; PageRank short listing of keywords on your website copy ,website and target based limitations and keeping the site focus HTML code and tags.audience. potential for ranking. and target audience within the limitations analysed.A good Keyword Research helps in bringing quality traffic to your site that leads to high salesconversions, by being focused and targeting specific search terms.
  13. 13. Keyword Search Discovering keywords With First you select a keyword that is related to your web page. Then using any one of the keyword tools(word tracker, overture, Google keyword tool, etc.)you enter the keyword and run a search. These tools give a list of related keywords and tell you how many searches for the keyword were done in the previous month as well as an year. Ad Group Ideas
  14. 14. analyzing keywordsKeyword Analysis helps to increase conversions, find new markets, andoptimize spend, but it requires time-consuming examination anddecision making.IMPORTANCE OF KEYWORD ANALYSIS Optimize Spend  Eye Trends Distribute more budget to successful Knowledge of keyword search frequency keywords and eliminate wasteful spending provides insight into market behaviour on those that aren’t producing results. which you can apply to multiple aspects of your business Increase Conversions Identifying and focusing on well-  Prioritize Your Time converting keywords is good for Keyword performance guides campaign conversion rate optimization and return on importance--spend your time optimizing investment (ROI) areas that have the biggest impact on your bottom line Find New Markets: Use keyword analysis to expand your long tail efforts and discover more specific keyword queries and corresponding warm leads
  15. 15. selecting keywordsIt is always better to use more than one keyword on each pagebecause each different keyword may bring some amount of traffic.The final selection of the keywordsdepends on following factors: Conjuring keywords Eliminate the keywords which are 1. Root Word/Concept difficult to rank •“Travel” Eliminate keywords that are less popular (very less number of Qualify with modifiers searchs are made) •“Late Holiday 2. Synonyms Deals” •“Holiday” •“Break” Out of balance keywords that •“Cheap Holiday Deals” qualify for ranking with your site’s •“India Vacation” •“Weekend Resorts” current PR, select the most popular 3. Colloquialisms keywords, which have the right •“Trip” focus for your site. •“Gateway” •“Vacation”
  16. 16. Long tail keywords Long Tail Keywords are the longer, more specific keywords that are less common, individually, but add up to account for the majority of search- driven traffic. Long tail keywords are the opposite of "head" terms, which are more popular or more frequently searched on. For example, "fish tanks" is a head term, but "compare prices whisper aquarium filters" is a long-tail keyword.
  17. 17. Deploying keywordsSearch engines use key phrases in many ways, and place you higherdepending on how key phrases are distributed throughout the page.Strategic keyword placement Create a meta keywords tag for each page on your site with all the relevant key-phrases, separated by commas. Use key-phrases throughout the document. Important places search engines look for key-phrases are title tags, heading tags, img alt tags, and links. Reflect your key-phrases in the text. Not only will you get higher placement, but many search engines will place you lower if your key-phrases don’t show up frequently in the text. Concentrate key-phrases toward the top of the page. Some search engines only index the top of the page, and most rate content toward the top higher. Use important key-phrases only in the pages where the content reflects them. Not only will you place higher, but key-phrase searches will take customers directly to the relevant pages on your site. Using your important key-phrases in the links, create a page with a list of links to similar sites. This broadens your content, and some search engines love lists of links. In multi-column pages, with a menu on the left, keyphrases in the menu’s image alt tags are especially important, since body text is further down the page. Use keyphrases in image alt tags for spacer images. If a transparent image is only 1 pixel wide or high, customers will never see the alt text, but search engines will.
  18. 18. ON-SITE VS. OFF-SITE
  19. 19. SEO techniques can be broken down into two general categories –onsite and offsite. Both of these will benefit your rankings, so it’s worthyour time o address them both when building and promoting yourwebsite.On-Site SEO includes the specific actions you take on your webpages toincrease your search engine position.Off-Site SEO Techniques are the actions you take outside of yourwebpages to increase your search engine position.Both On-Site and Off-Site optimization help the search enginescategorize your site and rank it higher. On-Site Optimization is moreunder your control then Off-Site Optimization.
  20. 20. On-siteoptimization
  21. 21. On-site optimizationOn-Site Optimization tasks carried out on the website being optimized toensure that the website can be readily indexed by Search Engines. Thisincludes website usability (design conventions, information architecture,load speeds, etc.), code structure, directory and file structure, keyworddensity and proximity and W3C compliance. On-Site Optimization ispredominantly a one-time task. On-Site Optimization representsapproximately a 25% weighting of the overall website quality score.VISIBLE ON-SITE NOT VISIBLE ON-SITE Page Titles and Headings  Description Meta Tag Site Structure  Additional Meta Tags Internal links  Image Optimized URL Structure  Proper robotos.txt Site Navigation  Sitemap.xml Content Optimized  Webmaster Tools & Site Analytics Static Sitemaps and Errors  HTML and CSS comments and Keyword Density content  Site Load Speed  XHTML/W3C Validation  RSS feed
  22. 22. Page <title> optimization:A title tag tells both users and search engines what the topic of aparticular page is. The <title> tag should be placed within the <head>tag of the HTML document. Ideally, you should creat a unique title foreach page on your site.
  23. 23. HEADINGS <H1><H2><H3>Each website page should have a heading. The heading is part of thepage’s content, existing to inform the visitor what the content on thepage is about. This heading should contain the three most relevantkeywords for the particular page, ideally written in a sentence that willmake senses to your users. It should marked with an <h1> tag, whichincreases its importance to the search engines.
  24. 24. IMAGESAny time you havean image in a page,you should use the“alt” attribute tolabel it with arelevant caption.The “alt” attribute isalternative text, tobe displayed if theimage has failed toload or if a visitorhas images turnedoff.
  25. 25. Page descriptionHTML pages can have a number of <meta> tags, containing additionalinformation about the page. From an SEO perspective, the mostimportant of these is the description <meta> tag, often referred to as themeta description. It should be thought of as a call to action, or anopportunity to sell the benefits and content of each page on your site topotential visitors.The contents of this tag are shown on organic search results pages,below the page’s title. When developing a page’s description, aim todescribe the page in one or two short sentences. Be sure to include thetarget keywords for the page in your description as well.
  26. 26. SitemapsSitemaps are an easy way for webmasters to inform search enginesabout pages on their sites that are available for crawling. In its simplestform, a Sitemap is an XML file that lists URLs for a site along withadditional metadata about each URL (when it was last updated, howoften it usually changes, and how important it is, relative to other URLs inthe site) so that search engines can more intelligently crawl the site.Web crawlers usually discover pages from links within the site and fromother sites. Sitemaps supplement this data to allow crawlers that supportSitemaps to pick up all URLs in the Sitemap and learn about those URLsusing the associated metadata.
  27. 27. HTTP 404Users will occasionally come to a page that doesn’t exist on your site,either by following a broken link or trying in the wrong URL. Having acustom 404 page that kindly guides users back to a working page onyour site can greatly improve a users’ experience.
  28. 28. www.url structure.comFairly straight forward, search engines can more efficiently index theinformation on your website if the URLs contained in it are “pretty”, orclean and descriptive of the page.  Non Optimized URL:  Optimized
  30. 30. Off-site optimizationOff-Site Optimization techniques are just important in getting your siteranked well in the search engines results. For the most part of Off-SiteSEO techniques revolve around the links that point to your site from otherwebpages. These links back to your site are commonly called backlinks.backlinksBacklinks, also known as incoming links, inbound links, inlinks, and inwardlinks, are incoming links to a website or web page. In basic linkterminology, a backlink is any link received by a web node (web page,directory, website, or top level domain) from another web nodeInbound links were originally important (prior to the emergence ofsearch engines) as a primary means of web navigation; today, theirsignificance lies in search engine optimization (SEO). The number ofbacklinks is one indication of the popularity or importance of thatwebsite or page (for example, this is used by Google to determine thePageRank of a webpage). Outside of SEO, the backlinks of a webpagemay be of significant personal, cultural or semantic interest: theyindicate who is paying attention to that page.
  31. 31. Directory submissionsSubmitting your website to both free and paid directory sites is a greatway to increase the backlinks to your webpage. Directories arecompilation sites that list links to all sorts of sites. To get a better feel forhow these sites are structured, check out the Open Directory one of the best known directory sites on the internet today.Traditionally, directory sites are broken down into two differentcategories, Free and Paid.Both types can have a place in your search engine optimizationcampaign, depending on what type of budget you are working with.Getting your site listed in targeted directories that relate to the theme ofyour website will likely be seen as a premium by the search engines. Inaddition, you might even receive some traffic from them.
  32. 32. Article directorysubmissionsArticle directories allow users to submit unique articles to the directory.These directories allow articles to embed links to other websites withrelevant Anchor text. Popular article directories are considered authoritysites and are constantly crawled by Search Engine Bots. Webmasterssubmit articles with relevant anchor text linking back to their site andobtain powerful backlinks.For SEO purposes, the ideal article length is 400-500 words with akeyword density of approximately 2%-3%. While discussion has beenincreasing lately on the effectiveness of longer or shorter articles, itremains general practice to submit articles in the 400-500 word range.The backlinks should have anchor text created using HREF tags. Mostarticle directories prohibit keyword stuffing, so it is good practice to usemultiple anchor text and links in the article.
  33. 33. Press releasesubmissionsA press release acts as an information buffer between journalists andsolicitors, such as PR directors and business executives.Once youve been through the work of writing and researching, youneed to know how to submit a press release to the media so you canget your information out to the public.Steps:1. Create a well-written news release2. Ensure your contact information is clear and correct3. Send electronic releases with to-the-point but interesting subject lines.4. Add complete captions to any photos sent in your media kit.5. Use paid websites to reach a large group and receive help writing and editing your release, but understand you shouldn’t to pay for exposure.
  34. 34. FORUM AND BLOGCOMMENTINGForums and blogs are nowadays huge sources for user-generatedcontent online. A forum is a type of internet discussion board wheremembers can post queries as well as replies in order to facilitate theexchange of ideas and opinions on a wide array of subjects. On theother hand, a blog can be an excellent means to present your expertiseand experience in a certain field through regularly updated posts.In practices generally adopt: Posting comments that are most relevant to the blog entry or forum thread in question Posting concise and to the point comments with a natural and interactive voice Including targeted keywords and links of your website within the comments Projecting you as an expert in your field through factual responses
  35. 35. SOCIAL BOOKMARKINGSocial bookmarking is a method for Internet users to organize, store,manage and search for bookmarks of resources online.With regard to creating a high-quality search engine, a socialbookmarking system has several advantages over traditionalautomated resource location and classification software, such assearch engine spiders. All tag-based classification of Internet resources(such as web sites) is done by human beings, who understand thecontent of the resource, as opposed to software, which algorithmicallyattempts to determine the meaning of a resource.
  36. 36. seo auditParameter Bank Bazaar RemarksIndex Pages (Google) 134,000 Site does not haveing indexing issuesBack Links (Google)Home Page RankSeo TagsURL NamingImage namingUse of Head TagsRobots.txtCustom Error PageXML SitemapsW3C Validation
  37. 37. seo process On Page• SEO Design Guideline• Error Free Code • Directories Submission• Increase web page • Keyword Analysis • Press Releases speed • Meta Tags • Website Social Bookmarking• Improve Crawl Structure • Optimizing Content • Other metric – alt tags, heading tags • Navigation changes Technical Audit Off Page
  38. 38. seo strategy Meta tags: Meta tags creation of static and dynamic web Pages like static one for home page and internal pages, dynamic one for product pages. using their targeted keywords. Heading tags optimization: Create keyword rich heading tags for entire pages. Internal Linking & Site navigation Recommendation: Improve internal linking and site navigation structure with the help of footer linking and anchor text optimization. Content Optimization: Content optimization recommendation for targeted keywords to make content more search engines and user friendly. Image naming & alt tags optimization: Image naming and alt tags optimization for all images to improve ranking for images and websites in Google SERP. Off Page Activities: Submit your website on various directories, press releases, social bookmarking sites to increase link popularity of your website
  39. 39. seo competitor analysisA competitor analysis is one very effective method of deconstructingtheir online marketing strategy to discover how they are doing so well.Steps to conducting competitor analysis1) Find the ideal sites to compare 1) Consult your client 2) Type the ideal key phrase you want to rank for 3) Pick the sites – which are leading the SERP & that provide similar services to yours but avoid sites, such as amazon, Wikipedia etc. which have prominent presence allover.2) Review sites and note down all the SEO factors 1) URL & Meta Strategy 2) Content Strategy 3) Tech & Architecture of the website 4) Basic info – Number of pages indexed, site age, site map etc.3) Compare the Strategies to website 1) Rate your site with that of your competitors on various SEO parameters 2) Implement the best possible solutions to beat the competitor using their own strategies.
  40. 40. Case study
  41. 41. Stands for Search engine marketing or PPC – Pay per click.Google Adwords is the most dominant platform in this categoryso it is also synonymous with SEM. It is a tactic in which a paidcampaign can be run on platforms to get targeted traffic toyour site
  42. 42. As the chart shows,Google is the clearleader in India but it isnot the case in othermarkets. That is why,for internationalcampaigns, it makessense to start with atleast 2 search engines– Google being one ofthem
  43. 43. signup
  44. 44. signup
  45. 45. The landing page for the above ad group has thefollowing problems:• Visitor has to search again to find the type of tea they want.• Text on the page does not match the keywords in the ad group.• Ad text doesn’t match the keywords on the page.• This page’s lack of relevance (to the ad group’s keywords) willcontribute to the lowQuality Score.
  46. 46. The landing page for the above ad group has thefollowing problems:• Text on page matches ad group’s keywords.• Text on page matches ad text.• Fast to load.• There is a clear call to action.
  47. 47. Each time a search is carried out, Google needsto satisfy the following three parties: The User - who The Advertiser - Google themselves who wants to be who wants to want to maximize long presented with attract users and term revenue by keeping adverts and pay as little as both the content closely possible for each Advertiser and the User related to click on their happy so they will both the search term adverts. continue to use AdWords (keyword) they and other have entered. products.
  48. 48. To achieve its goal, Google uses two metrics to determine therank (Ad Rank) and cost per click (CPC) each advertiser pays foreach keyword. They are: •maximum amount of money advertisers is Max CPC prepared to spend for each click on their ads Quality •The Quality Score each advert receives is based on three factors: 1. Click-through Score rate 2. Relevance 3. The landing page
  49. 49. Advertisers don’t have to pay their maximum CPC bid for eachclick they receive, they only pay the maximum CPC bid of theadvertiser ranking directly below them.
  50. 50. • Click-through rate (CTR) is worked out by taking the number of times an advert appears (impressions) and dividing it by the number of times it’s clicked on. A high click-through rate suggests than an advert is relevant to the search term it appears for and should therefore rank well. A poor click-through rate suggests an advert isn’t appealing to users so it should rank lower. • Relevance is determined by how closely an ad’s text relates to the search query. For example, if a user searches for flowers, then a high relevance score would be awarded to an advert that included ‘flowers’ in the title, description and display URL. Relative importance of different • The landing page is the web page that a user is taken factors used to determine to when they click on the advert. It’s important to AdWords Quality Score Google that users are taken to reputable pages that are relevant to the search made. High quality landing pages are relevant, original, easy to navigate with quick load times, no pop-ups and have a privacy CTR (click-through rate) is the most policy. By using these three factors as the criteria,important factor determining Quality Score. Google encourages advertisers to produce ads that Google sees this as users voting for the best ads with their clicks. are enticing to the user, relevant to the search and lead directly to quality content.
  51. 51. • The advert with the highest Ad Rank comes top.• Your ‘Max CPC bid’ for each keyword is the maximum you’re prepared to pay for a click on your ad.• Quality Score (a 1-10 rating with 10 being the best) is Google’s calculation of how relevant your advert and landing page are to the keyword being bid for.
  52. 52. • Notice how the highest bidder receives the lowest Ad Rank because their Quality Score is just 1. So low that it doesn’t show at all.• Adverts are ordered by Ad Rank with highest Ad Rank being placed in position 1, the second highest Ad Rank in position 2, etc.
  53. 53. • Each advertiser’s CPC is the Ad Rank of the advertiser directly below divided by their own Quality Score (plus one cent). That’s:• (Ad Rank of next lowest ranked ad ÷ own Quality Score) + $0.01 = CPC
  54. 54. • High Quality Scores mean higher rankings and lower CPCs.• High Quality Scores are achieved with high click-throughs, relevant adverts and landing pages.• And of course, high click-throughs come from relevant (to the keyword being bid on) and compelling adverts.• And if adverts are to be relevant then your ad groups can’t have many keywords in them.• So you must have small ad groups.
  55. 55. • Visitors o Characteristics  Browser, new vs. return, location• Traffic o Origins  Keywords, refers, pages• Content o Effectiveness  Bounce rate, paths, navigation summary
  56. 56. GoogleAnalyticscollects yourdata basedon 5 broadsegments …Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.
  57. 57. Easily export/email areport•4 format options, incl. PDF,XML, CSV & TSV Graph •Day/week/month views •Compare 2 metrics •‘Compare to site’ •Compare date ranges •Highlight data point on mouse-over Data table •Overview of selected component •5 unique data views •Search box to include/exclude specific data •Easily compare performance to Site Avg.
  58. 58. • Campaigns (electronic format) need to be “tagged” before they start• Campaigns (not electronic format, direct mail for example) need to have a special “nice” URL; which itself need to be “tagged” If campaign is not tagged before it is sent, it can not be tracked
  59. 59. • Select page you want visitor to see to reach the goal o Goal is usually Thank you or confirmation page  Types of Goals  Thank you page on contact form  PDF Download for White Paper  Newsletter Signup  Feed Subscriptions• Set-up Goals under o Analytics Settings -> Profile Settings -> Conversion Goals and Funnel  Select up to 4 goals per profile  Set up duplicate profiles to add more goals o Enter URL of Goal Page  Ex. /Confirmation.aspx o Name the goal• Funnel steps on next page
  60. 60. • Funnels show where enter and how go through process o Show where you may lose would be customers• Add URL of pages leading to goal page o Name Steps (Ex. Select Contact Form)• Match Type o Defines how google analytics identifies a goal/funnel o Match Types  Head Match  /offer1/ (anything after / will still be counted)  Exact Match  /offer1/signup.html  Regular expression match  If you have multiple signup forms under one goal (/.*/signup.html  /offer2/signup.html and /offer3/signup.html
  61. 61. • Assign monetary value for non-ecommerce goals• Example o Sales team can close 10% of people who request to be contacted o Average Transaction is $500 o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal
  62. 62. • Displays visual representation of certain goal and path before and after each step in funnel (Left = step before, Right = step after)• Goals -> Funnel Visualization
  63. 63. • One login can have access to 25 accounts• Difference between Admins/Users o Users are read only; restricted to specific profiles o Admins can do everything (view all reports/edit account settings)• Profiles typically per domain o set up for subdomains o setup for subset of data for one domain o set up reports for one domain where different users get different access
  64. 64. • New domains will have new tracking numbers o UA-1111111-2 ad UA-1111111-3 as they are entered sequentially• Go to Analytics settings page o Click add Website profile o Select radio button to add profile for NEW domain o Enter URL into text field (choose http or https)  Can enter subdomain o Click Finish
  65. 65. • Decide what report should show o Ex.Source and Keyword Performance Report  Dimensions - sources and keywords  Metrics - Pageviews, bounces, visits
  66. 66. Why set this up?• Visitors use site search as a form of navigation• Analyze internal search can help identify: o Missing or hidden content o Ineffective search results o Keywords not previously identified for search campaigns• Set up through Analytics account -> Edit profile o Track Searching o Perform search on the site you will track to see what part of querystring identifies search  Ex. Google search = q  Ex. Yahoo search = p
  67. 67. • Search Terms Report o Can compare metrics between internal search queries o Useful for identifying new keywords o Can refine down through cross segmentation  Ex. What city did they search from for this term?• Start Pages Report o Useful to assess effectiveness of landing pages o Click on the page listed in table and learn more about searches on that page  Ex. News page  Search term = Photo Gallery  Should Reference Photo Gallery on that page