This document provides an overview of search engine optimization (SEO), social media optimization (SMO), and social media marketing (SMM). It discusses key on-page and off-page SEO factors like keywords, backlinks, meta tags. It also explains how search engines work through crawling, indexing, and ranking pages. For SMO, it describes how to optimize websites and content for social sharing. And for SMM, it discusses developing social media strategies, content planning, engagement, and relating SEO and social activities. The document aims to educate participants on digital marketing techniques through workshops involving hands-on activities, tools demonstrations, and assigned projects.

1. SEO/SMO/SMM
(+Activities/Examples/Tricks)
Digital Marketing Workshop
partner@edu4sure.com
+91-95.5511.5533
Edu4sure.com

2. SEO
 SEO ?
 On Page
 Off Page
 200 Ranking Factors ( Domain Age, Meta Title, Description,
Keywords Phrase)

3. How Search Engine Works?
 Crawling
 Indexing
 Ranking Factors ( Domain & URL, Meta Title, Meta Description,
Content, Backlinks, Page Speed, Mobile Responsive, Heading Tags,
Content Length etc)

4. SEO Continues…
 Google, Bing, Yahoo
 Meta Title
 Meta Description
 Key phrase / Keyword
 Slug
 Focus Key phrase
 Short Tail & Long Tail Keyword

5. SEO Continues…
 Image Alt Tag
 Excerpt
 Meta Tag
 Keyword Distribution
 Keyword Density & Stuffing – How to Calculate?
 Why first 100 words/ first para for Keyword
 H1 H2 H3….H6

6. SEO Continues…
 Google Happy or User Happy Approach
 What do you understand with Meta Description? Does it help in
SEO?
“Meta description tags, while not important to search engine
rankings, are extremely important in gaining user CTR from
search engine result pages (SERP).
These short paragraphs are webmasters opportunity to advertise
content to searchers and let them know exactly what the given
page has with regard to what they’re looking for”

7. Major Elements of Successful SEO

8. OFF Page Optimization
 Link Building/ Backlinks - Practice of promoting your website to other website
owners with the primary goal of securing a link (hyperlink) on their site to your page.
 Focus on Quality of Inbound Links
Link Building has been called “dead” for years. The rules of 2003 certainly changed, and
those who could not learn and adapt to the ever-changing rules and increased
requirements on skills, tools, details then, of course, had to give up on their “link building
tricks.”
Google confirmed that links are the #1 ranking factor and said: “Ranking without links is
really really hard.”
The Google Core Algorithm is based on links, and that hasn’t changed since the
inception of Google.

9. Backlinks?
Good Friends are like Backlinks
Importance of Backlinks

10. Merits & Demerits?
 Traffic Growth
 Penalty
 Time Consuming Process
 Quality Backlinks (Contextual)

11. How To Create A Backlink?

12. Types Of Links?
Do-Follow
No-Follow

13. Anchor Text?
Exact Match
Partial Match
Generic – Click here, read more.
Brand – Edu4Sure
Images
Naked Link Anchor : edu4sure.com

14. Things To Remember?
 Natural Backlinks
Links from DA & PA Website
 Quality is more important than Quantity
 No Excessive use of Anchor text
 Theme Based

15. Ways To Generate Backlinks
 Social Media Profiles
 Blog Commenting ( Topic +Comments), Guest Posting, Video (YouTube,
Dailymotion), PPT Submission (Slideshare), Q/A Portals (Quora), Images ( alt tag),
Media/ Press release, Infographics (Pinterest), Articles ( ezinearticles.com)
Directory Submission ( 1abc.org) & Content Syndication (Pulse, Medium etc)
 Expired Domains Redirect, Dead Pages
 Wikipedia Link ( Broken/Dead), Gov Link ( from Fiverr), Edu Link (edu + disqus),
Link by Donation ( ohchr.org)
 3 Way Link Exchange ( Other Website Owners), Website Analyzers Tool (
statshow.com )
 PBN ( Private Blog Network), Press release ( Free/Paid Websites - Ereleases.com)

16. PBN
 Creation of PBN – Very Expensive

17. Expired Domains Redirect
 Find Deleted Domains with Good DA / Backlinks
 Redirect 301 Websites on your website
USE: expireddomains.net/deleted-domains/

18. Which Backlinks Are Important?

19. Link Building Strategy By Edu4Sure
 How to Ask Backlinks from a blogger
 Graphics
Unique Content without putting your own name as Guest
 Guest Blogging
Approach
 First Email - Intro
 Second Email – Content Request
 Third Email – Thanking/ Appreciation
 Activity during workshop

20. Content
 SEO Vs Content or SEO + Content
 Content is the King
 Content Research
 Content Planning
 Content Distribution / Marketing

21. Important Tools to know
 Content Planning – BuzzSumo
 Sumo (Add social share buttons & Analytics)
 SEO Tool – Yoast
 Mailchimp (email marketing)
 Canva (Graphics)
 Ubersuggest / GKP / Ahrefs
 Revive Old Posts – Social media auto post and Scheduling plugin
 Pixabay/ My Stock photos/ Flaticon
 Design Hill – Graphics Marketplace
 Live Chat, Zen Desk
 Grammarly & Smallseotools (Plagiarism Checker)
Demonstration
of Important
Tools During
Workshop

22. Social Media – A platform to do
social networking

23. Social Media Continues….
 Social Media Marketing – An Activity to generate more traffic through social media
sites
 Discuss more benefits to do Social Media (Prepare a sheet)
Assessment: (15 Min Activity) + (10 Min Presentation including Q&A)
 Powerful channel
 Flexible
 Better behavior study
 Consumer tracking
 Cost-effective

24. Social Media Continues….
 Friends & Networking
 Feedback
 Set Measurable & Achievable Targets
 Explore more channels & Media – Choose the best ones
 Optimize your team resource

25. Social Media Optimization
 Process of increasing the awareness of a product, brand or event by using a number of
social media outlets and communities to generate viral publicity.
 Focuses on driving traffic via social media platforms.
 Is there a connection between SEO & SMO?
 Need to work on your website and web pages, so they can perform in an optimum way
on social media.
But, What is SMM?
 long-term process.
 concentrate on posting updates, social media campaigns, social media customer
services, and branding activities.

26. SMO Continues…
 How SMO helps?
 Increase linkability
 Make tagging and bookmarking easy
 Helps content distribution
 Affects SEO
 Makes Marketing interesting
 But, how?

27. SMO Continues…
 How is SMO done?
 Adding Social Widgets/Badges (Connect with us/Follow us – Connect with Social
Media)
 Social Sharing Button Position
 Social sign-ins
 Social Stories – Interaction on Social Media
 Shareable Content
 More Format
 More Variety
 More Language if possible

28. SMO Continues…
 Regular Sharing – More channel but right channel, Maximum Social Impressions
 Social Page Optimization – URL, Address, Logo, Categories (Different Social Media
may have different algorithm)
 What is Easy – SEO & SMO
Spend 10 min and discuss

29. SMM
 Long Stint
 Posting Updates
 Social Campaigns
 Customer Services/Feedback/Surveys
 Branding Activities

30. SMM Continues…
 Prepare a Social Media Strategy
 First and basic step of SMM
 Goal
 Social Media Channel
 Content, Format & Time to share
Tip: Prepare a document to follow the steps
 Competition Analysis
 Buzzsumo can help

31. SMM Continues…
 Prepare a Social Media Branding Plan
 Know your Audience.
 Age, Gender, Psychology, Interest, Habits.
 Social Media Marketing is Directly Proportional to Content Marketing
 Content ideas/ Topics/ Calendar/ Schedule a plan & Notify the audience.
 Engage
 Ads & Campaigns / Comments monitoring
 Metrics
 Google Analytics/ Facebook Insights etc.

32. SMM Continues…
 SEO & SMM (Is there a relation?)
 Matt Cutts “Google treats social networks like any other webpages”
 If you are active on Social Media, you will get traffic which affects SEO
 How?
 Build a Community which talks, Shares – You need to have a Social SEO
 Show content to right people (When you make FB page, you need to set Audience)
 Paid campaigns – Target by Interest.
 Social Link Building – Shareable content
 A calculation on Sharing – 1 timeline Share 1000 friends , 500 followers

33. SMM Continues…
 Keywords will always rule the game
 Facebook/Twitter algorithm says “be active with right keywords”.
 Google+
 Person should be in your circle with gmail login while searching.
 Google prioritizes businesses with maximum reviews while indexing them for search.
 Local SEO – local Listing on Social Media (FB/FS)

34. Social Media Misconceptions
 Don’t use B2B on Social Media like FB/Instagram?
 I need Influencers because Organic seems dead. Do you know AMUL
 More Tweets More Engagement?
 Average per post engagement Vs Total Engagement
 3
 More Views – More Engagement?
 People engage with Brands.
Activity: Create some posts /Content which you think can work for your business?
Facebook page creation + Campaign Run During Workshop
(Create your Business Page and Do a Campaign for you)

35. +91-95.5511.5533Edu4sure.com
partner@edu4sure.com
“Discuss Examples/ Case Studies
of some projects for better
knowledge”
Project will be assigned to the
participants who want to learn.
Participant must dedicate few
hours per week.