This document provides an overview of digital marketing services from Adcore Technologies including search engine optimization (SEO), social media optimization (SMO), and pay-per-click (PPC) advertising. It discusses how search engines and digital marketing have evolved over time, defines key terms like SEO, and provides guidance on developing strategies for SEO, blogs, news/PR, social media, and measuring results. The document is intended as a guide for businesses to optimize their online visibility and marketing through various digital channels.

1. DIGITAL MARKETING
(SEO, SMO, ORM, WEB,
MOBILE, Ecommerce)

2. Adcore Technologies
ABOUT COMPANY
Adcore is a Full Service Comprehensive Interactive Digital Media
agency with a wide spectrum of services including Web Design,
Web Development, Search Engine Marketing, Mobile Web
Design and Web Application Development, Content
Development and Online Strategy Formulation. Our dedicated
team of professionals includes web designers & developers,
search engine marketing specialists and social media experts
and account managers who work round the clock & offer
tremendous value to our clients include corporate heavy
weights and small and medium enterprises like:

3. Our Clientele

4. Then:
ABOUT SEARCH ENGINES
• First ‘’true’’ search engines: Google,
Inktomi, Alta Vista and Yahoo.
• Simple architecture/ meta data.
• Search marketing platforms from
Overture and eSpotting
• Analytics mainly server-based
• Platforms: Desktop search. Pre-
broadband!

5. Now:
ABOUT SEARCH ENGINES
• Search Engines: Google, Bing,
Facebook and Twitter, Google plus
location/mobile.
• Search marketing platforms Adwords,
Yahoo & Facebook
• Analytics: session/cookie based
• Platforms: desktop, mobile and tablet.

6. What Is SEO?
Search Engine Optimisation is
the process of improving
visibility during a search based
activity, by focussing
information and signals.
SEO FACT

7. Visability:
• Search Rankings
• Customer Reach
• Overview Rating
• Fan Following
• Brand Value Trust
• Authority
• ROI
SEO FACT

8. Search based activity:
• Keyword
• Profile interest/ hobby
• Asking friends/ followers
• Forum question
• Automated recommendation
• Location Information
• Directory search
• News or feed request
• Online journey
SEO FACT

9. Information:
• Website structure
• Blog post / web page
• Profile
• PR / White paper
• Status update/ Tweets
• Blog comments
• Forum participation
• Ad network
• Product / service types
• Map and directory entries
SEO FACT

10. Signals:
• Link quality
• Link relevancy
• Structural order / importance
• Popularity
• Authority/ quality
• Likes / votes / sharing
• Citations
• Trending
• Semantic information
SEO FACT

11. Your online visibility is
based around a network.
RESEARCH
People and search engines
see this network and form
an impression of you.

12. Google Research
Google: ‘external keyword tool’
• Use negative filters
• Tick ‘’only show...’’ box
• Select location/ local searches
• Good for ‘longtail’
Ads.youtube.com/keyword_tool
Google: ‘Trends’
RESEARCH

13. Facebook Research
Facebook.com/ads/create
• Shows size of potential
audience
• Can target users of other
pages, events, groups or apps
• Based on likes and interests
• Further demographics
Facebook.com/search
• Use ‘’show posts by everyone’’
for realtime global data
RESEARCH

14. Local Research
Whitespark.ca/tools/local-
citation-finder
• Shows local search algorithm
influences
• Use to optimise for any
search pages that produce
local/map results
• Also use external KW tool
• And google searches set to
location
RESEARCH

15. Twitter Research
Search.twitter.com/advanced
• Locality: use ‘near:’
• Search for  or 
• Find people who need advice or
services in your area
• Look at messages to a large
company from local people and
offer your solution instead
Hashtags.org
Tweetbeep.com
RESEARCH

16. BUILD A STRATEGIES
Basic SEO #1: Structure
• Content approach
• Quantity no longer a factor
• Navigation and linking
• Inject rotating content into
pages
• Keep it simple and logical
• Call to actions on each page

17. • www.xyz.com
• www.xyz.com/accountancy/
• www.xyz.com/accountancy/services
• www.xyz.com/accountancy/planning
• www.xyz.com
• www.xyz.com/tax/
• www.xyz.com/tax/returns
• www.xyz.com/tax/advice
No subdomains!
Basic SEO #2: URL Formation
BUILD A STRATEGIES

18. Title:
Should not exceed 72 characters, at least 4 words.
Include the keyword phrase in the title toward the
beginning
Description:
The first and/ or meta description
165 characters, include the keyword toward the
beginning.
Body:
At least 300 words. Each keyword should not represent
more than 5.5% of the total words on the page. Including
some content in a bulleted list is a good idea.
Basic SEO #3: Content
BUILD A STRATEGIES

19. Basic SEO#4: Tools
• Use a good, open source CMS:
Wordpress, Drupal, ModX
• Use a fast server, UK Based with good IP
address
• Look at HTML 5 in place of flash or Java/
pop-ups.
• Use Google Webmaster Tools and
Analytics
• Use 301 redirects if content is moved or
site design is new.
• Be nice, no tricks!
BUILD A STRATEGIES

20. BLOGS
Blog Guideline 1: Your Blog
• Categories
Design clear keyword rich categories to link to your
web page structure – or make the categories your
web page structure!
• Permanent URL
Ensure it is keyword rich and accurately reflecting
post title
• Tags
Do not over tag! 10 – 15 at most.
• Post footers:
Include your commercial information here, leave
the blog post to offer the value

21. Blog Guideline 2: Their blogs
• Constructive commenting
- gives you authority
- link opportunities
- social participation
• Examine their posts and comments first
- allows you to get a ‘feel’ for the audience
• Promote your comments
Tweeting about your comments and promoting
other people’s blogs is cooler than pushing your
own stuff
• SEO Value
Huge SEO value in your name and brand appearing
across industry / interest related sites
BLOGS

22. NEWS & PR
Blog Guideline 3: News & PR
• URL’s must:
- be permanent
- contain a 3-digit number
- avoid date inclusion
- RSS helps
• Multiple Authors
To differentiate your blog as a ‘news’ source
• Correct length
Press releases that are too short (150 words) or too
long (500 words) will not be included
• Pictures
Are used in the Google News search results.

23. BECOME A SOCIAL
Facebook Optimisation:
Open Graph
The Open Graph protocol enables any web page to become
a rich object in a social graph.
When a user ‘likes’ your web page, then OG information
about the site, page, post, and picture ensures correct
rendering within facebook. This leads to a higher ‘viral’
spread factor.
Information about your page/ object is also stored
appropriately in the facebook database, optimised for any
search based activity or automated recommendation

24. Facebook Optimisation:
Open Graph Example:
og:title = "The Rock"
og:type = "movie"
og:url = "http://www.imdb.com/title/tt0117500"
og:image = "http://ia.media-imdb.com/rock.jpg"
og:site_name = "IMDb"
BECOME A SOCIAL

25. Facebook Optimisation:
Open Graph Object Types:
BECOME A SOCIAL

26. Facebook Optimisation:
Open Graph Implementation:
1. Research facebook interests
2. Add OG metadata to your site/page
3. Add ‘like’ button
4. ‘’Push’’ into facebook by ‘liking’

27. ADVERTS
Benefits of Ads:
1. Gain early traction
2. Research tool
3. ‘long tail’ KW marketing
4. Acts as a ‘signal’
5. Platform / location targeting
6. Good source of ROI when
optimised

28. ADVERTS
Main PPC Platforms:
1. Google Adwords
2. MSN Adcenter
3. Facebook
4. LinkedIn
5. Baidu

29. ADVERTS
PPC Basics #1:
Find the right people
• Standard Google KW settings can trigger
unwanted ad displays (broad-match)
• Use ‘search string’ reports to understand
actual phrases people use
• Add negatives or set to exact match
• 1 ad per 5 – 10 keywords
• Be specific in your ad
• Exclude unwanted locations/ times

30. ADVERTS
PPC Basics #2:
Pay less per click
• Quality score is awarded to better
performing ads
• You can pay less per click than a higher –
positioned competitor
• Ensure relevancy in keyword, ad and
landing page
• A/B test ads continuously
• Segment different keywords into
campaigns with set daily budgets

31. ADVERTS
New PPC Ideas #1:
Mobile Targeting
• Target iPad, iPhone, Android & Mobile
• Geo-target ad delivery for location an
map inclusions
• Ads on mobile sites in a given area can be
triggered.
• Use click-to-call, no website required
• Click-to-app, Itunes and Android Markets
• Adwords stats will show performance for
various platforms

32. ADVERTS
New PPC Ideas #2:
hunting lost conversions!
• Install tracking code on your site and
conversion pages
• Build a cookie-identified audience of any
visitor that starts conversion process but
does not complete
• Target ads across display network to this
visitor
• Set delivery frequency/ cookie length
• Delay ad trigger for subscription
reminders etc.

33. MEASURE AND IMPROVE
Multichannel Marketing
1. Organic search
2. PPC
3. Twitter
4. Facebook
5. Email link
6. Direct visitor
7. App user
8. Referring website
9. Event / Show
10. Direct Mail

34. Conversions
1. Online enquiry form
2. Phone call
3. App/file downlowd
4. Purchase
5. Subscription
6. Email
7. Shop / event visit
8. Booking
9. Site visitors/ Ad servings
MEASURE AND IMPROVE

35. Analytics: Tools
• Google Analytics
• Google Urchin (server based)
• PPC Conversion Code
• Goal Completion
• Facebook insights
• Google Alerts / Tweetbeep
• Weblogs
• Google Webmaster Tools
• Ask visitors!
MEASURE AND IMPROVE

36. Analytics: Google Analytics Setup
• Correctly install code
- Subdomains
- Checkout pages
- Events
• Set up filters for internal traffic
• Create multistep funnels and goals
• Create custom segments
• Tie in Adwords accounts
• UTM Tagging
• Compile master email report
MEASURE AND IMPROVE

37. THANKS!
Thanks for listening!
Adcore Technologies
1898 A, 3rd Floor, Uday Chand Marg,
Kotla Mubarak Pur, South Ext 1,
New Delhi – 110 003
E: sales@adcoretechnologies.com
E: info@adcoretechnologies.com
M – 98911 50510, 98107 50188