Marketing is the process of promoting and selling products or services to target audiences through various strategies, both traditional and digital. Key digital marketing channels include SEO, PPC, email marketing, and social media, each offering distinct advantages in reaching consumers. Understanding marketing fundamentals and channel efficacy is crucial for businesses seeking to enhance visibility and drive sales.

1. WHAT IS MARKETING?
Marketing is the process of promoting and selling products or services to
a target audience. It involves various strategies, techniques, and channels
to reach potential customers, create brand awareness Influence sales.
TYPES OF MARKETING?
There are many types of marketing, but two fundamental types are
Traditional Marketing and Digital Marketing.
1.Traditional Marketing:
Traditional marketing refers to conventional methods of marketing used before
the rise of the internet. It includes various offline advertising and promotional
techniques to reach consumers.
2.Digital Marketing:
Digital marketing refers to marketing activities conducted online or through
electronic devices. It leverages digital channels and technologies to reach and
engage with consumers.

2. What is Digital Marketing?
 Digital marketing involves marketing to
consumers through digital channels, including
websites, mobile devices, and social media
platforms.
 Digital marketing strategies work for B2B
(business to business) as well as B2C (business
to consumer) companies

3. Types of Digital Marketing Channels
 Search Engine Optimization (SEO)
 Pay Per Click (PPC)
 Email Marketing
 Social Media Marketing
 Video Advertising
 Network Marketing
 Contextual Marketing
 Affiliate Marketing
 Content Marketing
 Paid Advertising
 Referral Marketing
 Influencer Marketing
 Website Marketing
 Mobile marketing
 SEM – Search Engine Marketing
 Instant Messaging Marketing
 Viral Marketing
 Virtual Reality Marketing
 social media optimization(SMO)
 What is Performance Marketing?
 Marketing Automation

4. 1. Search Engine Optimization (SEO)
 Making your website page rank higher on internet search engines like Google, Bing,
yahoo, msn, ask.com etc
2. Pay Per Click (PPC)
 Pay-per-click advertising, or PPC advertising, is the process of buying visibility on
search engine results pages (SERPs).
 the goal of PPC is to turn latent users into engaged prospects and further convert
them as buyers. For example, clicking on an online display ad can lead prospective
clients to another page whose content gives more information about it
 they remain hooked throughout the experience, they can end up making a purchase.
PPC ads are usually shown as sponsored stories, product listings, or video ads on
websites and social media platforms. Most of the time, these online promotions are
based on profile interests and search terms

5. 3.Email Marketing
 Email offers a much more personal way of connecting with your targeted customers.
 Email marketing is a direct marketing channel where you send marketing materials to
subscribers’ email addresses.
4. Social Media Marketing
 Social media is one of the most powerful internet marketing channels today.
 Platforms like Face book, Instagram, YouTube, Twitter, linked in etc.
5. Video Advertising
 Video marketing is using videos to promote your business and product/services.
 Video advertising is one of the most entertaining and interactive online marketing
channels.
 It includes online display ads that have a video within them. Such ads are also played
before, during, or after a video stream. After watching the ad, the viewer usually sees a
call to action to purchase that product or service or know more about it.

6. 6. Network Marketing
 It is all about identifying a pool of influencers, wholesalers, or professionals who can
tell your targeted audience about your business.
7. Contextual Marketing
 Companies can engage in this type of online marketing through guest blogging and
purchasing blog reviews.
8. Affiliate Marketing
 Online sellers can get other dealers to sell their products and services. This is called
affiliate marketing.

7. 9. Content Marketing
 Content marketing is the creation and distribution of content (like blogs,
videos, or social media posts) to attract and retain customers.
10. Paid Advertising
 Paid advertising is an online advertising model where you pay to place ads on different
platforms
11. Referral Marketing
 Referral marketing often comes in the form of online reviews, comments on product
listings, and social media discussions.

8. 12. Influencer Marketing
 When someone has amassed a large following on a social media platform, they
can use their following to advertise certain products, services, or brands for a
fee.
13. Website Marketing
 Your website is a must-have tool for your business as it provides you with a
dedicated platform where you can educate audiences about your brand,
products, and services.

9. 14. Mobile Marketing
 Create your mobile website or app Explore mobile technologies like QR (Quick
Response) codes that customers can scan to go to your website, access or save your
business details, and pay for their purchases
15. SEM – Search Engine Marketing
 SEM helps marketers put paid advertisements on the search results page
16. Instant Messaging Marketing
 Instant messaging marketing is a form of marketing that involves using instant
messaging platforms to communicate with customers and prospects.
This can take many forms, including sending messages, sharing content, and
providing customer support.

10. 17. Viral Marketing
Viral marketing is a style of promotion that relies on an audience to organically generate and
push the message of a product or service.
 On social media, marketing is considered “viral” when it's being shared rapidly by the public
at large (with a compounding effect) rather than just its target audience.
18. Social Media Optimization(SMO)
Facebook, Instagram, TikTok, Twitter, Pinterest, Snapchat
19. Virtual Reality Marketing
VR or Virtual Reality is already in our lives and may be used by marketers to achieve a brand’s
audience. It brings the ability to give your public an immersive experience with the brand,
product, or service.

11. 20. What is Performance Marketing?
 Performance marketing is a digital marketing strategy that’s driven by results.
 Sales, leads, clicks
21. Marketing Automation
 refers to software platforms and technologies designed for marketing departments and
organizations automate repetitive tasks

12. SEO
SEARCH
ENGINE
OPTIMIZATION

13. WHAT IS SEO?
 SEO stands for search engine optimization. SEO practitioners
optimize websites, web pages and content for the purposes of ranking
higher
 SEO stands for search engine optimization. It's a set of processes
aimed at improving your website's visibility in search engines
 Search engine optimization (SEO) is the practice of getting targeted
traffic to a website from a search engine's organic rankings

14. Types of SEO
1. On-Page SEO (On-site SEO)
2. Off-Page SEO (off-site SEO) Ex: Backlinks
3. Technical SEO
4. Local SEO

15. What is On-Site SEO?
 On-page SEO (also called on-site SEO) is the process of
optimizing webpages and their content for both search engines
and users.
 It can help rank pages higher on Google and drive more organic
traffic.
 Focus on content and targeted keywords
 Ensure search engines and searchers can easily find and
understand your content.

16. Off-Page SEO
 Off-page SEO (search engine optimization)
refers to efforts to improve a website’s unpaid
search engine rankings without making changes
on the website itself.
 Common tactics include link building, guest
posting, and social media marketing.

17. Technical SEO
 Technical SEO is about improving your website to
make it easier for search engines to find,
understand, and store your content.
 It also involves user experience factors. Such as
making your website faster and easier to use on
mobile devices.
 Done right, technical SEO can boost your visibility
in search results.
 In this post, you’ll learn the fundamentals and best
practices to optimize your website for technical
SEO.

18. Some other types
E-Commerce SEO
YouTube SEO
International SEO
Programmatic SEO

19. E-Commerce SEO:
Ecommerce SEO is the process of improving an online store’s organic rankings and visibility in search engines like
Google and Bing.
YouTube SEO:
YouTube SEO is the process of optimizing videos to generate more views that can help you gain channel subscribers and
drive traffic to your website.
International SEO:
International SEO is the process of boosting your website’s visibility on search engine results pages (SERPs) for different
languages and countries.
It allows businesses to target an international audience with their content. And drive organic traffic from different
geographic locations
Programmatic SEO
Programmatic SEO involves creating landing pages on a large scale to rank on search engine results pages.
You create these landing pages from a database, templates, and automation. And you can make thousands of pages from
one database and one template.

20. WHAT IS SEARCH ENGINE?
A search engine is a tool on the internet that helps you find information. When
you type in a word or question, it looks through many websites and shows you a
list of links to the most relevant ones.
Popular Search Engines:
•Google: The most widely used search engine worldwide.
•Bing: Microsoft's search engine.
•Yahoo: Another major search engine, which is powered by Bing.
•DuckDuckGo: Known for its privacy-focused approach to searching.

21. HOW SEARCH ENGINE WORKS?
Crawling:
•Search engines use automated programs called spiders or crawlers to browse the
internet.
•These crawlers visit web pages and follow links from those pages to other pages,
continuously discovering new and updated content.
Indexing:
•The crawled data is then processed and stored in a large database known as the index.
•The index contains information about the content and structure of each web page, such as
keywords, metadata, and links.
Processing the Query:
•When a user enters a search query, the search engine processes the request to understand
the intent and context.
•It breaks down the query into individual keywords and phrases.

22. Ranking:
•The search engine uses complex algorithms to rank the indexed pages based on their
relevance to the search query.
•Factors influencing ranking include keyword presence, page quality, user
experience, site authority, and the number and quality of inbound links.
Retrieving Results:
•The search engine retrieves the most relevant pages from its index and
orders them in the search engine results pages (SERPs).
•It prioritizes the highest-ranked pages at the top of the results list.
Displaying Results:
•The search engine displays the search results to the user, typically showing titles, snippets of
text, and URLs for each result.
•Additional features like images, videos, local listings, and featured snippets may also appear
based on the query.

23. HOW SEO WORKS?
SEO works focusing on content, page structure, and links
Content
•High-Quality Content: Create informative, engaging, and original content that provides value to your
audience. This can include blog posts, articles, videos, infographics, and more.
•Keyword Optimization: Incorporate relevant keywords naturally within your content. Focus on primary
keywords and related terms that people are likely to search for.
•Content Length and Depth: Longer, in-depth content tends to rank better because it covers topics
comprehensively. However, make sure the content remains relevant and valuable.
•Regular Updates: Frequently update your content to keep it fresh and relevant. Search engines favor
current information.

24. HOW SEO WORKS?
SEO works focusing on content, page structure, and links
Page Structure
•Title Tags: Each page should have a unique title tag that includes the main keyword. This helps search
engines understand the topic of the page.
•Meta Descriptions: Write compelling meta descriptions that include keywords. Although meta descriptions
don’t directly impact rankings, they influence click-through rates from search results.
•Headings (H1, H2, etc.): Use headings to organize your content. The H1 tag should include the main
keyword and represent the main topic of the page. Subheadings (H2, H3) should structure the content
logically.
•URL Structure: Use short, descriptive URLs that include relevant keywords. Avoid complex and lengthy
URLs.
•Alt Text for Images: Use descriptive alt text for images, including keywords where appropriate. This helps
search engines understand the content of the images and improves accessibility.
•Internal Linking: Link to other relevant pages within your site. This helps users navigate your site and
spreads link equity, which can improve rankings.

25. HOW SEO WORKS?
SEO works focusing on Content, Page Structure and Links
•Internal Links: Create a network of internal links that connect your pages. This helps search engines crawl
your site more efficiently and understand the hierarchy and relationship between pages.
•External Links: Link to high-quality, relevant external websites to provide additional value to your readers.
This can enhance your content’s credibility.
•Backlinks: Acquire backlinks from reputable and authoritative websites. Quality backlinks are a significant
ranking factor because they indicate that other sites trust your content.
•Natural Links: Earn links naturally by creating valuable content that others want to reference.
•Outreach: Reach out to other website owners or bloggers to promote your content and request links.
•Guest Blogging: Write guest posts for other websites in your industry to gain backlinks and exposure.
Links:

26. WHAT IS SEARCH ENGINE RANK?
Search engine rank refers to the position of a website or web page in the search engine results pages (SERPs)
when a specific query is entered by a user. The higher the rank, the closer to the top of the results list the
page appears. A higher rank usually means more visibility and traffic, as users are more likely to click on
links that appear on the first page of results.
•Position in SERPs: It shows where a website appears in search results.
•Higher Rank = Better Visibility: Websites with higher positions get more clicks and traffic.
•Influenced by SEO: Good SEO practices boost search engine rank.
•Importance: It's crucial for attracting organic traffic and potential customers.
WHY SEARCH ENGINE RANK MATTERS?
•Increased Traffic: Higher ranks lead to more organic traffic from search engines.
•Credibility: Users tend to trust higher-ranked sites more.
•Business Growth: Increased visibility and traffic can lead to higher conversions and revenue.

27. GOOGLE ALGORITHM UPDATES
Google algorithm updates refer to changes made to Google's search
algorithm, which determines how search results are ranked and
displayed to users. These updates are designed to improve the quality
and relevance of search results, enhance the user experience, and
combat spam and manipulation tactics.

29. What are Keywords?
Keywords are ideas and topics that define what your content is about. In
terms of SEO, they're the words and phrases that searchers enter into
search engines to discover content, also called "search queries”

30. Why are keywords important?
 Without perfect keyword, we cannot get traffic for
our website in search engines
 Right Audience cannot reach without right keywords
 Its describe what's u offer
 For ranking and getting traffic
 Improving Website SEO performance

31. Types of Keywords
SEO Keywords By Length
1. Short Tail Keyword (1 TO 2WORDS)
2. Long Tail Keywords (5 WORDS
ABOVE)
3. Mid-Tail Keywords (2 TO 5 WORDS)

32. 1.Short Tail Keyword
Other Names: head, broad, or generic keywords, seed keyword
 DEFINITION : 1 OR 2 WORDS
 Examples
 Electric cars
 Mobile phone
 Samsung
 Restaurant
 Restaurants

33. Advantages
 High Search volume
 Appeal to a broad
target audience
 Easy to determine
 Easy to use
Disadvantages
 High competition
 Wrong type of traffic
 Low conversion rates
 Generic search terms

34. 2. Mid-Tail Keywords
(Medium Tail Keywords, Chunky Keywords)
Definition : 3 to 4 words
Represents medium search volume and medium ranking
difficulty, Mid Tail Keywords are the combination of two
short tail keywords
Examples:
 Best Family Cars
 Health Benefits Of Yoga
 Running Shoes For Women

35. Advantages
 Have a lower search volume but are more
targeted and have less competition in
search results.
 More specific than short-tail keywords

36. 3. Long Tail Keywords (Long Keywords)
Definition : 5 Words To More Than
Long-tail keywords are highly specific search queries
 Long-tail keywords are long, specific queries letting search
engines know not just what words searchers want to know about
but why they want to know them.
Examples:
 buy organic plant near me
 best exercises for women
 how to get the best sleep
 Best samsung mobile phone in India 2023

37. Advantages
 Easier to Rank
 Targeted Traffic
 Less Expensive Pay Per Click (PPC)
Advertising
 Easy to Target
 higher conversion rates
 can help new or low-authority pages
rank quickly
Disadvantages
 Long-tail keywords have
low search volume

38. Example to use Keywords for SEO?
 URL
 Title tags
 Meta description
 Page title (H1)
 Subheadings (H2)
 Body of your content
 Image Alt attributes

39. SEO Keywords By Search Intent
1. Informational Intent
2. Navigational Intent
3. Commercial Intent
4. Transactional Intent

40. 1.Informational Intent
Definition
 Informational keywords are queries on search engines used when the searcher is
looking for information.
 Searchers want to find information
 Informational keywords are search queries used by people who want to learn
something.
 Informational keywords frequently (but don’t always) take the form of question
keywords. This means they often start with “what,” “why,” “how,” and so on.
Examples:
 What is the difference between cold brew and iced Coffee, Coffee calories
 What is keyword tool?

41. Informational Modifiers
 Benefits
 Guide
 Learn
 Tips
 Tutorial
 News
 Ideas
 Examples
 How to
 Resources
 Help
 Directory
 Website
 Information
 Information
 Website
 Site
 Help
 Directory
 Resources
 How to
 Pictures
 Samples
 Examples
 Plans

42. 2. Navigational Intent
Definition
 Searchers use navigational keywords to find a specific site or page.
 search queries contain the name of the brand, product, service, or
technology they’re interested in.
 A navigational query is an internet search with the intent of finding a
specific website or web page
Examples
 YouTube
 Ahref Blog
 Facebook Login

43. Some Navigational Keyword Brand Name
Keywords
 Blog
 Website
 Social media
 Facebook
 Instagram
 LinkedIn
 TikTok
 Twitter
 Store
 Shop
 Login
 Members
 Fan club

44. Product and Service Name Keywords
Bounty paper towels
Windows operating system
Amazon returns

45. Location Keywords
 Directions
 Address
 Nearby
 Near me
 Local
 Town or city names
 Street names
 State names

46. Contact Information Keywords
 Address
 Phone number
 Email address
 Social media
 Handle
 Message
 Customer service
 Text
 Contact
 Call
 Email
 Direct message

47. 3. Commercial Intent
Definition:
 Commercial keywords are the words or phrases searchers use when they’re looking to
educate themselves about available products or services. These keywords signal an
interest or an intent to buy, but your lead isn’t sure exactly what they’ll buy yet.
 People use commercial keywords to research specific brands, products, or services
 They are interested in getting a more holistic view of different services or products
available for solving their problem.
 More general terms like "best," "top," "reviews," or "compare."
Examples:
 Free coffee
 Dunkin iced coffee flavors
 Samsung mobile review
 Best Samsung mobile phone

48. Investigative Commercial Keywords
 Best
 Review
 Vs
 Top
 Compare
 Affordable
 Cheap
 Alternative
 Pros
 Cons
 Strategies
 Ways to
 How to
 Tips

49. Buy Now Commercial Keywords
 Order
 Buy
 Discount
 Coupon
 Shipping
 Deal
 Save
 Free
 Code
 Trial
 Rent
 Download
 Promo

50. Local Commercial Keywords
 Open now
 Same day shipping
 Delivery
 Appointment
 Product or service name +
location
 Near me
 Open 24 hours
 In stock
 Available now
 Accepting reservations
 Schedule
 Nearby
 Hourly rate

51. Product and Service Commercial
Keywords
 Branded keywords
 Specific product names
 Product categories
 Service categories
 Company or firm names
 Consultation

52. 4. Transactional Intent
Definition:
 Transactional” refers to keywords that indicate a searcher’s intent to buy
something or take action on a website soon
 Transactional keywords are the keywords that show the strongest intent to
buy or take imminent action.
 Transactional keywords, also called buyer keywords
 A keyword search where the searcher is showing signs that they are ready to
purchase something.
Examples:
 Buy crypto online
 Sandwich places near me that deliver
 Pickup truck for sale

53. Highly Transactional
Buy
Purchase
Order
For Sale
Reserve
Book
Apply
Download
Register
Schedule
Sign Up
 Price
 Cost
 How much
 Best
 Top
 Rare
 Benefits
 How to hire
 Products
 Devices
 Systems
 Services
 Provider
 Consultant
 Treatment
 Creator
 Builder
 Installer
 Designer
 Solutions
Moderately Transactional
Tool to generate: https://www.seoreviewtools.com/transactional-keyword-list-generator/

54. SEO Targeting Keywords
1. Market Segment Keyword
2. Customer-Defining Keyword
3. Product Keyword
4. Product defining keywords
5. Geo-Targeted Keyword

55. 1.Market Segment Keyword
Definition:
 Let’s say you want to buy leather shoes for yourself. You’ll type and search for
“leather shoes” on Google, right? Keywords that apply either to one industry or its
verticals (category, items, and services) are called market segment keywords.
 market segment keywords identify the industry or type of item a user is searching for
 Market segment keywords are generic keywords broadly associated with an industry.
 Keywords used for a broad-based product search within a specific industry
Examples:
 Leather Bags
 Leather Shoes
 Running Shoes
 Reading Lamp

56. 2. Customer-Defining Keyword
Definition :
 Customer defining keywords are keywords meant to target your specific target market or
customer persona
 "Customer-defining keywords" are specific keywords or phrases that customers use to
describe and search for products, services, or information related to a particular business or
industry.
Benefits:
 These keywords are great because they are specific to the type of customer you want to
reach
 They typically have low search volume and a low competitive rating
Example:
 boots for women
 Underwater photographer

57. 3.Product Keyword
 Product keywords are keywords that relate to specific brands' offerings.
These keywords are phrases or terms that directly refer to a company's
services or products
 A product keyword is a word that identifies a model, version, or specific
feature that distinguishes a product from similar products. In other words,
product keywords refer to keywords related to what a particular brand
offers.
Example:
 LG D680 blue rugged case
 Dell 2430 Series

58. 4. Product defining keywords
 Product defining keywords are keywords that describe your
product best
 if they are looking for a specific product, service or idea
that they want to acquire or get information about.
Examples:
 Scuba Diving Fins
 Scuba BCDs
 Scuba diving in Anilao, Batangas
 Scuba diving in the Caribbean
 Scuba Regulators

59. 5. Geo-Targeted Keyword
Definition
 Geographically targeted keywords help you figure out the location of your
target audience.
 Geo-targeting keywords are phrases that incorporate a specific location,
such as a city or region, into a search term. For example, "best pizza in New
York City" or "plumbers in Los Angeles" are geo-targeted keywords.
 Geo-targeted, or geographically targeted, keywords help identify your
business based on its location and the location of your desired customer base
 Example
 Best restaurant in Chennai
 Best digital marketing company in Coimbatore
 Electronic shopes Philippines

60. SEO Keywords By Practical
Usage/Technically
1. Seed keywords
2. Competitive Keywords
3. Niche keywords
4. Branded and unbranded keywords
5. Related keywords/LSI Keywords
6. Related Vertical Keywords
7. Long term evergreen keyword
8. Short-Term Fresh Keywords /Seasonal keywords

61. 1. Seed keywords
Definition:
 Seed keywords are words or phrases that you can use as the starting point
in a keyword research process to unlock more keywords
 A seed keyword is a short-tail keyword, usually with one or two words.
Example
 For example, if you sell coffee online, then you can use seed keywords like
coffee, espresso, cappuccino, French press, percolator, etc.
 Mountain bike
 If you run an online store selling laptops, your seed keywords can be “laptop,”
“ultra book,” and “notebook.”

62. 2. Competitive Keywords
 Low Competitive Keyword
 High Competitive keyword
 Zero competitive keyword
 Medium competitive keyword
3.Niche keywords
 Niche keywords represent clear and specific topics that appeal to relatively small, often
specialized parts of a given market.
 Niche keywords are highly specific terms in a given market segment.
For example, if your company sells high-performance running shoes, some general
terms that you can use in user searches are:
 “running shoes”
 “shoes for running”
 “good running shoes”

63. 4. Branded And Unbranded Keywords
5. Primary(focus keyword) and secondary keywords
 A focus keyword—also known as a primary keyword—is the main phrase you
want your page to rank for.
 Secondary keywords are phrases that are closely related to your primary
keyword such as subtopics
6. Related keywords/LSI Keywords
 LSI (Latent Semantic Indexing) keywords are words that are related to a main
keyword and are seen as semantically relevant

64. 7. Related Vertical Keywords
 These are the keywords that are related to your company and niche. these
keywords are keywords of industries and markets that are closely or somehow
related to your industry or market
let’s take our scuba diving company’s vertical keywords for example:
water sports, surfing, live aboard cruise, technical diving, underwater photography
8. Long term evergreen keyword
 Evergreen keywords can help you to build a long-term and sustainable content
strategy that generates consistent and steady traffic throughout the year
Example:
"how to lose weight", "best exercises for abs", or "healthy diet tips"

65. 9. Short-term Fresh Keywords Seasonal
Keywords
Definition:
 Seasonal keywords are any keywords that relate to seasons of the year (as the
name suggests), major holidays, such as Christmas, and important dates for
business, such as black Friday.
Read more: https://www.Serped.Com/seasonal-keywords#ixzz8dvysfzr2
Example:
Christmas gifts for her
Spring flowers", "summer vegetables", or "fall foliage

66. Keyword Research Tool Names
 Ahref
 Semrush
 Ubersuggest
 Keyword suffer (chrome extension)
 Keyword everywhere
 Google Trends