The document discusses digital marketing, highlighting its significance in promoting goods and services through various digital channels, including SEO, SEM, and social media strategies. It contrasts online marketing, which focuses on content and customer engagement, with offline marketing, which emphasizes product promotion. Additionally, it outlines key techniques and objectives for successful digital marketing campaigns, including keyword optimization and omnichannel communication strategies.

1. DIGITAL
MARKETING

2. Digital marketing is the marketing of goods and services via digital technologies. The Internet, for example, is a type of digital technology.
However, it is not the only one. Digital marketing also includes marketing services and products using display advertising, mobile phones,
and other digital media.
If you are a marketing professional today, you probably market products or services using digital channels. You probably also use traditional
channels, such as printed newspapers and magazines.
Clicks Marketing recently shared about using search engine proven keyword clusters. By looking at existing pages that are ranking in
Google, you can basically reverse engineer what Google is expecting your content to have in respect of keyword phrases. This has now
become one of the most vital aspect of combining SEO and Content Marketing for a successful campaign.
For more sophisticated communication, Omnichannel marketing communication can be used, which combines various marketing channels
to create seamless communication with your customer.
According to A1 SEO Glasgow, a major part of digital marketing includes these three objectives:
“Improving keyword rankings, increasing traffic, and increasing leads.”
Promoting brands through digital media
The key objective of digital marketing is to promote brands through digital media.

3. .
OFFLINE MARKETING ONLINE MARKETING
• Online marketing is generally focus on content. • Offline marketing is generally focus on product.
• Online marketing includes third party like media, web
content, search e-mail, social media.
• Offline marketing includes mass media, phone center,
telephone.
• Online marketing communicates customers with e-mails,
chat, social media.X
• Offline marketing communicates with customer with their
mobile number and staff.
• Target audience met at one place. • Target audience is scattered.
• It is cost effective. • It is high marketing cost.
• It helps in directly reaches out to the professionals of the
industry and market.
• It does not directly reaches out to the professionals due to
some barriers.
• Prospective buyer cannot visible. • It directly visible to their prospective buyer.
• Less people to manage. • Large people to manage.

4. .
TECHNIQUES OF DIGITAL MARKETING
SEO SMO SMM
SEM
SEO means Search Engine
Optimization and is the process
used to optimize a website's
technical configuration, content
relevance and link popularity so
its pages can become easily
findable, more relevant and
popular towards user search
queries, and as a consequence,
search engines rank them better.
SEM, or, search engine
marketing, is a highly
effective way to increase
your ranking on search
engines like Google, and
attract qualified traffic to
your website. Investing in
SEM is a great way for
you to grow brand
awareness and increase
sales
Social media optimization
(SMO) is the use of social
media networks to manage
and grow an organization's
message and online
presence. As a digital
marketing strategy, social
media optimization can be
used to increase awareness
of new products and services,
connect with customers, and
mitigate potential damaging
news.
Social media marketing
(SMM) (also known as digital
marketing and e-marketing)
is the use of social media—
the platforms on which
users build social networks
and share information—to
build a company's brand,
increase sales, and drive
website traffic.

5. DIGITAL MARKETING STRATEGY
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1. Plan
Every successful digital
marketing strategy starts with
a plan! We recommend you
use a data-driven approach,
review your current digital
marketing effectiveness, and
plan to improve from there
5. Engage
Improve your personalized
communications using web, email,
and social media marketing using
the data you already have about
them to create hyper-
personalized marketing
campaigns.
3. Act
Encourage interactions on
your website or social media
to help you generate leads
for the future. Having
reached your audience, it's
crucial you influence their
next steps to move down the
funnel towards a purchase
decision.
.
2. Reach
Strengthen your marketing funnel
by reaching more customers and
building awareness. Inform your
digital marketing strategy with the
latest key online marketing
techniques to drive visits to your
site.
.
4. Convert
The pinnacle of your structured
digital marketing strategy is, of
course, to convert more
customers. Use retargeting,
nurturing and conversion rate
optimization to remind and
persuade your audience to buy
online or offline if phone and face-
to-face channels if these are
important to you.

7. SEARCH ENGINE OPTIMIZATION
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What Are the Components of On-Page SEO?
Sometimes referred to as “on-site SEO,” on-page SEO relates to the optimization of websites and pages to improve rankings
in the major search engines. Organizations have a high degree of control over the elements of on-page SEO, making it
relatively straightforward to optimize these factors and improve search rankings.
Several important aspects of on-page SEO include (1) Content, (2) Keywords, (3) HTML, and (4) Architecture.
1. Content
Search engine marketing is highly dependent upon the production of good content on a regular basis. From this
standpoint, content must satisfy a need, generally by supplying information or answering a question. At the end of the day,
content needs to be useful to rank highly in search results, whether that content appears in text, audio, or video format.
2. Keywords
Keywords refer to the subject or topic of a content piece that is the basis of a search query. Keyword research and selection
are closely tied to content production and fundamental to SEO marketing efforts. To maximize search engine marketing,
organizations should select appropriate keywords, both in terms of search frequency and competitiveness.
From a frequency standpoint, organizations should leverage a keyword research tool to evaluate how often users search for
particular terms. Even if a particular keyword is highly relevant to business products or services, it is unlikely to be an
effective tool if no one is searching for it. Consequently, choosing a popular keyword is essential to marketing SEO.

8. 2/4/2023 8
INITIAL
3. HTML
Optimization of specific HTML elements can help improve the search rankings of a website or page. In this sense, the way
HTML pages are tagged, described, and labeled indicates a level of quality to search engines. Taking the time to clean up
and maintain HTML elements can have a great impact on digital marketing efforts.
Of particular note, the following HTML elements tend to come into play from a marketing SEO standpoint:
Title Tag — The title tag serves as a description of a page, appearing in search results and the user’s browser tab. The title
tag should include the target keyword and provide an enticing reason to click on the link in the search results.
Meta Description — The meta description appears below the title tag in search results, providing a general breakdown of
the page in question. Typically limited to 160 characters, this description can deliver additional information that convinces a
user to click through to the content.
URL — The URL is the digital address of a webpage that is unique from all other pages. To rank highly in search results, the
URL should include the target keyword and indicate the site hierarchy. If this information does not appear clearly in the
URL, it can have a negative impact on search rankings.
Alt Text — Alt text refers to the description of an image that was traditionally used to relay information to users with visual
disabilities. In addition to describing an image, alt text can also include target keywords to help improve search rankings.
Headings — Headings help divide a content piece into separate sections, functioning similarly to an outline. There are
usually six levels of headings in HTML content, with the “H1” heading referring to the title. By dividing content into
digestible pieces and labeling each one with an appropriate heading, it can improve SEO marketing efforts.
4. Architecture
The architecture of a website or page is another important aspect of on-page SEO. Although an end-user does not usually
visit a page to examine its architecture, these behind-the-scenes elements can have a drastic impact on SEO marketing.

9. What Are the Elements of Off-Page SEO?
Whereas organizations have a broad degree of control concerning on-page SEO, it can be a little different for off-page SEO.
On a larger level, off-page SEO relates to the reputation and popularity of websites and web pages. For example, external
references to a site or page — often referred to as “backlinks” — are vital to maximizing the impact of marketing SEO.
Several important aspects of on-page SEO include (1) Links, (2) Authority, (3) Geography, and (4) Social.
1. Links
External links to an organization’s digital content are a highly valuable aspect of search engine marketing. Internal links from
one page of a website to another are also important as they demonstrate a level of organization and cohesion to the major
search engines. However, not all links are created equal.
The quality of a link is often more important than the overall quantity of links to a particular site or page. The highest quality
links to digital content come from reputable destinations elsewhere online. These linking websites have a high degree of
authority (more on this below), which demonstrates a certain level of credibility and usefulness.
While not quite as important as the quality, the number of links to a site or page is also important to marketing SEO. When
there are many links to a piece of digital content, it can demonstrate value and popularity. But this is not a quid pro quo
situation. Augmenting link quantity does not necessarily improve search rankings, particularly if the links have little value or
come from low-level destinations.
2. Authority
The authority or trustworthiness of a particular website or web page is another vital aspect of off-page SEO. Viewed through
a macro lens, trustworthy and authoritative websites will generally occupy the first page of results in the major search
engines. To build authority over time, employ transparent SEO practices and build a credible reputation online.
Important aspects of authority from the standpoint of marketing SEO include:

10. 3. Geography
The geographical aspect of off-page SEO relates mostly to location and demographics. Given the rising
prevalence of mobile search, geography factors heavily into the ranking of search results for a specific user. More
precisely, local search results within a particular city or zip code are growing rapidly in popularity. Search engines
have reacted in tandem, shifting focus to local results for many types of queries.
From a national standpoint, search engines tend to have separate websites for each country. This allows for the
segmentation of websites and webpages, specifically targeted for users in a particular country. Even if two
countries share the same language — such as the United States and Great Britain — users typically want results
within their own nation.
4. Social
Establishing a solid presence on social media can also help boost search engine marketing efforts. More
specifically, search engines look at how users share an organization’s content from the standpoint of:
Quality — The quality metric of social shares involves the sentiment or opinion of the user, including comments,
replies, and ratings. In this sense, quality metrics attempt to distill whether the user sharing the content did so in a
positive, negative, or indifferent manner.
Quantity — The quantity metric of social shares is more straightforward, simply measuring the total number of
shares. Although a high quantity of shares is undoubtedly a good thing, it does not necessarily translate into
conversions or customers.

11. • Directory submission
• Classified submissiom
• Social bookmarking submission
• Image optimisation and submission
• Blog creation and submission
• PPT submission
• Video submission
• PDF submission
• Article submission
• Press release submission
• Profile submission
• Blog commenting

12. • Directory submission:
Directory Submission is a process of submitting your website URL to various web directories
(websites) with the aim of building backlinks thus increasing business growth. This is the off-page
SEO technique, used to generate outsider links for your website. While providing the directory
submission website URL web-bloggers need to ensure that they follow directory submission
guidelines.
• Classified submission:
Classified submission is basically considered as a process through which you can post ad
campaign over classified submission sites. This is the process which enhances the visibility of
your product or services in front of search engines. Apart from this, this process you get to
boost your business because people become aware about your services. Besides, classified
submission involves off-page SEO process for boosting the website traffic and ranking.
•Social bookmark submission:
Social bookmark submission is an off-page optimization activity that enables you store your links
on online bookmarking sites. These links or bookmarks are the tagged pages on the web that can
be accessed from any computer with internet access. Thus, every such bookmark acts as a
backlink that helps improve SEO of a site

13. • Image submission :
Image submission means placing your site image on different sites to interact with people and
it helps in creating quality backlinks and get referral traffic to your website.The image
submission is a SEO method which provides you a platform where you publish or upload your
digital photo
• Blog submision:
It is an off-page criterion of SEO planning in which the website owner publishes relevant and
high-quality content. Blog submission’s target is to turn one time visitors into repeated ones.
It is claimed to be the core off-page activity that can show tremendous results if it is timely
updated
• PPT Submision:
PPT submission is one of online marketing tool that help to create backlinks.With the help of
attractive, informative and engaging PowerPoint slides, you can share high-quality content
across the web. If your website is high performing, then submitting an organized PPT in the
form of slide shows is extremely beneficial for you.From a psychological perspective, PPTs are
visually appealing with images, short content, statistics, and great colors used to put your
opinions/views together. So, the reader can retain the information for a longer time! Hence,
PPT is a good format for content submission and reach the target audience.

14. • Video submission:
Video Submission is also known as video sharing, which is a great way to promote your products
or services. It helps in obtaining the numerous visitors on the business website and boosts your
ranking on the search engine website. Through the video submission websites, it is quite
convenient to describe your products, service, or overall business in a video
• PDF submission:
PDF submission is an off-page SEO technique that is one of the most influential way
backlinking. It helps in submitting the PDF to various sites and gain the maximum visibility for
your website. The PDF documents can be optimized for getting higher ranks in the results of
the search engine. While learning about what is PDF submission, it is essential to keep in mind
that the stuffing of appropriate keywords is the basic need
• Article submission:
Article submission is an off-page optimization activity. It refers to attracting traffic by
submitting SEO optimized articles to popular article submission directories. It is a long term
SEO activity which helps increase backlinks and boost pagerank of your website or blog.

15. • Press release submission:
Press release submission refers to writing about new events, products or services of the
company and submitting it to PR sites. It is an off-page SEO strategy the helps popularize your
events, products or services on the web to improve SEO of your site. A press release should be
keyword-optimized, factual and informative so that it could generate interest in the readers.
Furthermore, it should be used to share newsworthy content with the targeted users.
• Profile creation:
It is a way of online marketing in which the profile is created on multiple platforms for better
recognition. Profile creation is one of the most influential ways of generating backlinks and
gaining benefits from that. It allows you to register the URL of the Webster and blog for better
exposure. This is an excellent way in which you can describe yourself and your business using
short write-ups.
• Blog commenting:
Blog commenting for SEO is defined as a simple strategy to start building links back to your site
while building strong relationships with people in your industry.It is about exchanging ideas or
opinions about what people think or feel about a topic. It can also help blogs to attract traffic,
leads, and add a ‘social touch.’

16. THANK YOU
By:-Harshpreet Kaur