The document outlines essential strategies for digital marketing, emphasizing the importance of channels like SEO, social media, and content marketing. It provides a detailed framework for developing a digital marketing plan, including conducting a SWOT analysis, identifying the target audience, and utilizing effective SEO techniques. Additionally, it discusses both ethical (white hat) and unethical (black hat) SEO practices while highlighting the significance of technical SEO, link building, and performance measurement tools.

1. From Introduction to topics
covered so far

3. Key Digital Marketing Channels
Digital
Marketing
Social Media SEO
SEO
Email
Marketing
Content
Marketing
Video
Marketing

4. DEVELOPING A DIGITAL MARKETING PLAN
DEVELOPING A DIGITAL MARKETING PLAN
Carry out a SWOT analysis
1.
2. Establish your goals -
Plan or strategy to overcome the threats or any
difficulties
3. Identifying Target Audience
4. Analyze your competitors and market position
5. Choose which digital marketing channe
focus on
6. Evaluate and measure the performance and
effectiveness of an SEO campaign.

5. Digital marketing facilitates direct engagement
between advertisers and their target audiences.
Traditional marketing does not allow
for direct engagement between the
advertiser and the target audience.
Traditional VS Digital Marketing
Uses offline channels like radio, television,
newspapers, magazines, billboards
Uses online channels like social media,
websites, blogs, and other online tools.

6. What is

7. Keyword
Back end
Front end - SEO
Designing For User
Website building using
sites like WIX and
Wordpress etc.
Used By consumers User to search
Research
Identifying target
Audience
Finding and Using
Keyword that are relevant
to our business

8. Types of SEO
Organic SEO
Let’s Start with Organic SEO
strategy designed to improve your website's
rankings using unpaid search results
Paid SEO
strategy that involves paying to advertise
a website to improve it’s ranking

9. Keyword Research
Use Low Competition keywords
keyword should target
our page websites
Give as many keyword as possible
to clients when working
Try to use long tail keywords
as it will reach more targeted
audience
Avoid Negative Keywords i.e
keyword not relevant to our
business
Take keywords from
google search sugesstions

10. On- Page SEO
Changes that are made in the website for ranking are called on page
Meta title - Title created for our page
Meta Description - Describes about our page
Title and Description should contain effective keywords
Title and Description Should be Short and Precise
Heading- H1, H2 should be given for each pages
H1 and Meta title should not be same
Welcome content should be given in each category pages

11. Crawling
Crawling
Indexing
Indexing
Internal
Internal
Linking
Linking

12. Black Hat SEO
(Unethical SEO)
Content Automation - Rephrasing the existing content using automation tools
Not Following Google’s rules and regulations or terms of service
Doorway pages- Changes in Design.
but when you open it (click on it), it leads you to a completely different place.
Imagine a door that looks one way when the search engine looks at it,
Cloaked Pages - Changes in content i.e
when a website shows one thing to search engines to make them
think it has valuable content, but when users visit, they see
something entirely different. eg. Hidden Text, Hidden links, hidden
images
Negative SEO - Reporting or degrading our competitor’s site
Keyword Stuffing

13. White Hat
Working within the search engine’s
term of service
Quality Content & Service
Fast Site Loading & Mobile Freindly
Rich Meta Tags
Usage of Both Black and White hat techniques

14. Technical SEO
URL Structure
URL Structure
should not be in an URL
should not be in an URL eg - -,?, %
eg - -,?, %
Non-ASCII characters
Non-ASCII characters
All should be in small Letters ( Lower case)
All should be in small Letters ( Lower case)
SUB Pages URL should be after the domain name
SUB Pages URL should be after the domain name
URL Should not be duplicated
URL Should not be duplicated
maximum url length - 115
maximum url length - 115

15. How to find secure sites
SSL certificate will be provided for secured sites with https
Robots.txt - It is a file added in the backend to
command the search engine to crawl and
what not to crawl.
It is used to block a bulk folder
Sitemap xml -
A sitemap is a blueprint of your website that help
search engines find, crawl and index
all of your website's content.
Status Code - response given to the user by our site

16. 301
301
302
302
Live URL
Permanent Redirect
temporary Redirect
User Not Found
Server Error

17. Internal redirection - Redirecting the URLS within our site
Example
Multiple redirect chain can cause non-indexable issue
We have to minimize the URL in the indternal redirection

18. Technical Audit Checklist
Content Should not have duplication
Low Content Pages
Soft 404 - Live URL is found without content
Spelling and Grammar Error
Readability Difficulity
Lorem Ipsum Placeholder - Error caused from
not removing the previous template content
Image Size should be around 100Kb
Check for Alt Attribute i.e the text that shows
we move the cursor over the image
Check for Alt Text - The text that describes the image
Pagination process of numbering the pages in
our website
If pagination tag is not provided the search
engine will crawl the pages as separate URL and
leads to duplicate URL error

19. Check for non- indexable URL i.e URLS that
cannot be crawled eg - 301, 404, 500
Check for Unlinked Page - Orphan Pages
Check for anyAnchor Text/ Alt Tag - When Keyword
become link

20. Directives provide crawlers instructions for search engines to index and no index.
index- follow
No index - No follow
Javascript is used better for images and not for text content
AMP - Accelerated Mobile Pages is used to check the sites compatibility with
the devices to make sure our site design don’t get crashed
Meta Robots - It is a command that is used to block a single URL

21. Guess the URL type?

22. Canonical URLs are self referencing so all URLS in the site will have canonical tag
Canonical URL
Canonical URL
Canonical lets the search engine to know the original version of the page.
The code used for canonical - Rel =canonical
Helps us to identify the original page from the duplicate page

23. Hreflang
Translating the pages into regional languages
using the country code and language code
to reach target audience
All the URL in hreflang should be in 200 status code i.e live URL
For example, if you create a Spanish-language version of your English-language
homepage, you would tag it as "Español" by using hreflang="es"

24. Find the Difference between two

25. It helps to reduce the time taken to display search results and provides fast results
It helps to show the rich snippet of the page
Rich Snippets also shows the title and description of the page
and any additional data that users may need
Structured Data
SD is one of a way to communicate with the search engine
SD is a set of data that is organized in a particular way
Snippets is a small piece of content that displays in the search results which includes
the title and description of the page

26. Open Graph helps to describe your URLS using the title and Description about our
page which can be helpful when the links is shared across the social platforms
With OG Without OG

27. Schema is a markup (set of coding lang) Language
that we use to inform the search engine about the details and contents available in our page
It uses the json -ld language
Page Speed Insights
Page Speed insights uses first contentful paint (FCP) and
Largest contentful paint (LCP) to measure the
speed and performance of our website

28. Google Search Console
Google Search Console helps to measure our site’s over all performance
and helps to create report based on that
Core Web Vitals in GSC shows the overall performance of our page
just like the page speed insights using LCP and FCP
But if we want to get into the details of the any issue found on the GSC then
we should check page speed insights tool for better observation
A period of 90 days is needed for GSC to process and provide accurate
report of our page performance

29. Avg CTR - Total Clicks
Overview
Total
Impressions
Avg CTR
Avg Position
Total Clicks
Total number of times
our site is displayed
to the targeted
audience
Total clicks shows
how many people
click on a search result
that leads to your website.
Avg CTR is calculated by
dividing the number of clicks
by the number of times the link
was displayed (impressions),
then multiplying by 100.
Total Impressions
*100
The average ranking
of our website's
pages in
Google's search results.
AVERAGE
CLICK THROUGH RATE

30. Pages
Countries
Device
Queries Keywords
How our pages rank
From which Location
Desktop or Mobile
or tab etc
Search
Appearance
It shows how our site
appears to
the targeted audience
eg: Translated pages
Dates
Dates from which the
users accessed our site
Based on these we can create a report when work in a organization doing SEO

31. Url Inspection Breadcrumbs

32. links that we provide outside our website (external site) that links to our
website
Link Building - process of getting other websites to link to your website.
Tools like Ahrefs backlink Checker is used for link building technique
Always use a back link from sites with high domain authority
The Link Juice process plays an important role in link building as it uses
backlinks from as many external websites to improve our website ranking
The Backlinks should be relevant to our business and also have a good quality without
any spam.

33. Example of link Juice:
Process of checking all the backlinks that are linked
externally to our site
Google will consider whether we have bought backlinks
from relevant, quality and high domain rating sites
Back link Audit -

34. 1. reddit - https://www.reddit.com/user/Abiya_K1386
2. pinterest - https://in.pinterest.com/abiyakishore429/
3. linktree - https://linktr.ee/Abiya_K23
4. Flipboard - https://flipboard.com/@abiyak/importance-of-digi-mag-ah6hkq7dy
5. Scoop it - https://www.scoop.it/u/abiyakishore429-gmail-com
6. Pocket.com -https://getpocket.com/home?src=sidebar
7. Tumblr - https://www.tumblr.com/abiya-explorer42
8. Slack - https://app.slack.com/client/T066FFK6211/C0668V37CNS
9. Folkd - https://folkd.com/home?