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1. Digital Marketing Training

2. What Is Traditional Marketing?
Traditional marketing refers to any type of promotion, advertising or
campaign that has been in use by companies for years, and that has a
proven success rate.
Methods of traditional marketing can include:
• Billboards
• Newsletters
• Direct mail
• Print Advertisements
• Newspaper print ads
• Tele marketing
• Flyers
• Radio
• Television

3. What is Digital Marketing?
Digital marketing is an umbrella term for all
of your online marketing efforts. It’s an art
of getting customers for a business via digital
channels such as Google search, social media,
email, and websites.
Key components of Digital Marketing are:
Search Engine Optimization, Social Media
Marketing, Email Marketing, Search Engine
Advertising and so on.

4. Benefits of Digital Marketing.
• Real Time Results
• Builds your brand
• Location targeting become very easy
• Provides targeted results
• Simple to measure
• Cost effective
• Provides Convenience
• It's easier to change or stop a digital marketing campaign after it starts
• Digital marketing gives fans/viewers/readers a chance to share your
content

5. Search Engine optimization
Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a
search engine's unpaid results

6. Why is it so important?
The importance of SEO starts with the desire of the
companies to gain more traffic for their websites. The
ranking over search engines matter because users pay
more heed to the first 5 searches on Google.

7. SEO
• ON-PAGE
• OFF-PAGE

8. Introduction to Search Engines?
Search Engine is a program or a system which searches
for a keyword which is inputted by the user and
provides corresponding results (Information) to it.

9. Search Engine History
Archie 1990
AltaVista 1994
Yahoo 1994
MSN 1995
Google 1998
Bing 2009
Baidu 2000
Yandex 1997

10. Why Google?
•User Friendly
•Quality Assurance
•Relevant Results
•Time-saving and efficient
•Fast

11. SERP

12. Google’s Rich Answer Box

13. Google Bot
Googlebot uses an algorithmic process: computer
programs determine which sites to crawl, how often,
and how many pages to fetch from each site.
Web Crawler
Spiders
Internet Bot
An Ant
Robot

14. Other Search Engine Bots
Yahoo - SLURP
MSN - MSNBOT
Ask - TEOMA

15. How Search Engines Work?
✓Crawling
✓Snapshot
✓Caching
✓Indexing

16. How Search Engines Work?

17. Domain, Hosting and Extensions
Domain
A domain name is your website name. A domain name is the
address where Internet users can access your website.
Domain Extension:
The extension is used to specify a country code
Domain --- www.abcd.com
Hosting --- To run www.abcd.com space required on server
Extensions--- .com, .edu, .gov, .org, .tv, .info,
Co.uk, Co.in, Co.au,Co.pk, Co.uk

18. Purchase Domain from:
Godaddy, BigRock, Hostgator, Hosting Raja
Whois.com

19. What is a Website?
A website is a collection of web pages that grow your
business online.

20. What is Blog?
A blog is a frequently updated online personal journal or
diary. It is a place to express yourself to the world. A place
to share your thoughts and your passions.
Types of Blog
•Personal
•Corporate
•Subject based

21. Types of
• Personal – life of blogger or creativity. Micro blogging-
share thoughts, ideas, feelings
•Corporate – Internally for communication. Externally for
advt, PR, branding, Marketing
•Subject based – art , education, fashion, legal
•Media based- Photo blog, sketch blog, tumble logs- mixed
media and short post, typecast blogs
•Device based – PDA , Smartphones

22. Google Sandbox Effect
Google sandbox is an imaginary area where new websites
and their search rating are put on hold until they prove
worthy for ranking. In other words, it checks the standard
of the website.

23. Keyword
Keywords are ideas and topics that define what your
content is about. It is a particular word or phrase that
describes the contents of a Web pages.
Types of
•Generic : Flat
•Short Tail : 2 Bhk Flat
•Long Tail: 2 Bhk Flat in Pune

24. Keyword Density
Total number of keyword/ total
number of words in your article
multiply by 100.
Keyword Research & Analysis
Keyword research is one of the most
important aspect, valuable activities in
Search Marketing.

25. Google Keyword Planner Tool
The Google AdWords Keyword Planner tool is a
useful resource for building strong keyword lists

26. Keyword Competition
low 0.0 - 0.35
Keywords Medium 0.35 - 0.70
High 0.70 - 1.00

27. Other Keyword Research Tools
• Keyword Explorer by Moz
• Uber Suggest
• KWFinder
• Keyword Tool
• SEMrush

28. On page SEO
On page SEO refers to all the activities performed within the
websites to get higher ranking and more relevant
traffic from the search engines.

29. Meta Tag Optimization –
This is the text you‘ll see at the top of your browser SERPs.
Meta tags are extremely important in gaining user Click
through from SERPs.
Meta Title Tag - Defines the title of document
Optimal Length - 60 Characters including space
55 on mobile /or 512 pixels
Code Sample
<head>
<
title>Meta Title</title>
</head>

30. Meta Description Tag -
The meta description is the short paragraph of text placed
in the HTML of a webpage that describes its content.
Optimal Length – 230 to 320 Characters/ 115 for mobiles
Code Sample
<head
<meta name=“description” content=“Here is a description
of the applicable page”>
</head>

32. Meta Tags
URL (Uniform Resource Locator)
Optimal Length – 110 Characters
Heading
Optimal Length – 70 Characters
Keyword Density
1% to 2%

33. Alt Tag
The alt attribute is a modifier that gives
descriptive information about the image
called in an individual image tag

34. Image optimization
Image Alt Tag
It is the text that search engine uses to understand
images.

35. Important Factors
•Describe the image as specifically as possible.
•Use your keywords
•File Size
Page load time matters for SEO.
Make the file size as small as possible (without sacrificing
quality)

36. Keyword Prominence
•Keyword prominence refers to how prominent your
keywords are within your web page. means how close to
the beginning of the web page, sentence, title, h tag, or
Meta description your keywords are placed.
•If at all possible, place your most important keyword at the
very beginning of the following:
- Title
- Description
- H1 Tag
- The body of the text

37. Keyword Proximity
Keyword proximity is used to measure the distance between
two keywords in the text.

38. Keyword Cannibalization
•Keyword cannibalization can damage
your SEO performances. Keyword cannibalization is
something to take seriously as it can potentially damage
your rankings for multiple reasons.
•This can occur unintentionally, having a bunch of pages
with the same keyword in the title, anchor, header tags
• Most of the time the purpose of keyword stuffing
strategies is to rank for a specific term.

39. WHITE HAT SEO
The method that is acceptable by search engine guidelines
is known as White Hat SEO
White Hat SEO techniques?
•Quality Content
•Title and Meta Data
•Quality inbound Links

40. BLACK HAT SEO
The method which is not acceptable by search engine
guidelines is known as Black Hat SEO.
Name few Black Hat SEO techniques?
•Link Farming
•Hidden text, etc.
•Gateway or Doorway pages
•Cloaking
•Keyword Stuffing

42. •No Copied Content
•No Grammar Mistakes
•No Spelling Mistakes
•No Incomplete Content
•Use Synonyms
•Font Type
•Font Size
•Make sure you have social Share Buttons
on each page
•Page Speed Try to avoid JavaScript heavy
images, video & Flash Content

43. Backlink & Anchor Text
Backlink:
Any incoming links to a website or web page is known as backlink.
Outbound link:
Any link on a website that links to another web page or website is
known as an outbound link.
Anchor Text:
It is the clickable text in a hyperlink. It should be relevant to the page
linked to, rather than generic text.
Tools used:
Backlink finder, Open Site Explorer, Backlink Watch, Ahrefs, SEMRush and Alexa

44. Page Authority & Domain Authority
Page Authority (PA) is a score developed by Moz that predicts how well a
specific page will rank on search engine result pages (SERP). Page
Authority scores range from one to 100, with higher scores corresponding
to a greater ability to rank.
Domain Authority (DA) is a search engine ranking score developed by Moz
that predicts how well a website will rank on search engine result pages
(SERPs). A Domain Authority score ranges from one to 100, with higher
scores corresponding to a greater ability to rank.
Open Site Explorer

45. Algorithms
A Formula / A Process or A Set of rules used in Problem-
Solving Operations especially by a Computer.

46. Algorithms Till Date
•Google Panda
•Google Penguin
•Google Exact Match Domain
•Google Hummingbird
•Query Deserves Freshness
•Keyword Effective Indexing
•Mobilegeddon

47. Google Panda - Navneet Panda 2011
To improve search Results - Low vs High quality sites
•Very short content pieces - Loves quality (Long useful &
original piece of content)
•Duplicate/Copied Content
•Bad website content
Best Practices
•Original Content
•Spelling & Grammar mistakes
•Website load time
•Don’t stuff keywords

48. Google Penguin - April 2012
•Unwanted Backlinks
•Paid Backlinks
•Keyword Stuffing
•Cloaking
•Bad Anchor Text
•Irrelevant Backlinks

49. Google Pigeon - 2014
•To Increase local listing in search.
•The purpose of Pigeon is to provide preference to local
search results. This is quite useful for the user and local
businesses.

50. Hummingbird
•Google announced Hummingbird on September 26, 2013
•Hummingbird algorithm is for Google to better understand a
user's query.
•Conversational Search
•Social Media, Forums, Relevant Searches
•Google Knowledge Graph

51. Mobilegeddon - April 2015 – Mobile responsive sites &
mobile friendly. Google Mobile Friendly Test Tool
Latent Symantec Indexing (LSI)– Relative searches (for
keyword relevancy, word within content ) e.g www.nikon.com
(Real Time Indexing) – ESPN , breaking news.

52. Off Page Optimization
Off page optimization is process of optimizing the website
for search engines by submitting links or doing activities on
other website. It is also called as Link Building
Benefits of ‘off-site SEO’
•lncrease in PageRank
•Increase in rankings

53. Off Page Optimization Consists of
•Search Engine Submission
•Local Business Directory Submission
•Blog/ Article Submission
•Social Bookmarking Submission
•Video Submission

54. Directory Submissions
Directories - something like yellow pages, Just dial
‘nofollow’ and ‘dofollow’ link
•Nofollow - Nofollow links do not pass Link juice and have no
impact on Google Ranking Algorithm.
•Dofollow - Dofollow link passes link juice and has an impact
on Google Ranking Algorithm.

55. Social Media
Social media is part of ‘off-site SEO’ and if you think about it,
it’s also a form of link building.
Social Bookmarking
Social bookmarking is a centralized online service which allows
users to add, annotate, edit, and share bookmarks of web
documents.

56. Some useful Digital Marketing tools?
•SEMrush
•XML Sitemap Generator
•Google Analytics
•Moz

57. Some SEO blogs that you frequently
read
•Google Webmaster Central
•Search Engine Land
•SEOSmarty
•MOZ
•Search Engine Journal
•BacklinkO