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PPT ON DIGITAL
MARKETING
SEO & SEM AND SOCIAL MEDIA
ASHISH GUPTA
CONTENT
 What is digital marketing
 What does digital marketing consist of
 SEO
 SEM
 Social Media Marketing
DEFINITION
 The marketing of products or services using digital channels to reach
consumers. The key objective is to promote brands through various forms of
digital media.
DIGITAL MARKETING CONSIST OF
SEO:Search engine optimization
What is SEO?
SEO is the act of modifying a website to increase its ranking in organic (vs paid),
crawler-based listings of search engines.
How do organic search listings work?
 A spider or crawler which is a component of a SE gathers listings by
automatically "crawling" the web.
 The spider follows links to web pages, makes copies of the pages and
stores them in the SE’s index.
 Based on this data, the SE then indexes the pages and ranks the websites.
SEO strategies/techniques
1. Domain name strategies----
 domain names are traffic magnets
 choose a domain name that will increase your search engine ranking. How?
 use keywords, location, advertising terms, product names
 choose a keyword that is important for your business
2. Keywords
the most important in optimizing rankings
keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each page, then sends them back to
its SE .
- your web site will then be indexed based on your keywords.
- can be key phrases or a single keyword.
3. Title tags
- important in optimizing rankings
- the first thing that a search engine displays on a search return
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters - example
http://www.ebay.com/ (title is littered with keywords)
4. Meta description tags
- displayed below the title in search results
- use dynamic, promotional language
5. Alt tags
- include keywords in your alt tags
6. Submit your website to SEs for indexing
- submit your site to search engine directories, directory sites and portal
sites
- indexing takes time (~ 3 months)
SEM:SEARCH ENGINE MARKETING
 What is search engine marketing (SEM)?
SEM is the act of marketing a website via search engines by purchasing
paid listings
What are paid listings?
 These are listings that search engines sell to advertisers, usually through
paid placement and paid inclusion programs. In contrast, organic listings
are not sold.
Paid listings:
1. Paid inclusions
- Advertising programs where pages are guaranteed to be included in a
search engine's index in exchange for payment
- no guaranteed ranking
- payment made on a Cost Per Click (CPC) basis
Advertisers pay to be included in the directory on a CPC basis or per-url
fee basis with no guarantee of specific placement
2. Paid placements
- Advertising programs where listings are guaranteed to appear in organic
listings
- the higher the fee, the higher the ranking no it’s not true .
- eg sponsored links and Google’s Ad words
- can be purchased from a portal or a search network
- search networks are often set up in an auction environment where
keywords and phrases are associated with a cost-per-click (CPC) fee.
WHAT IS SMM : SOCIAL MEDIA MARKETING
 Social media marketing (SMM) is a form of Internet marketing that utilizes
social networking websites as a marketing tool. The goal of SMMis to produce
content that users will share with their social network to help a company
increase brand exposure and broaden customer reach.
What does social media have to do with
SEO?
 Search engines try to take into account as much information as possible about
your website.
 They use it to determine the quality of your website and thus where they
should place you when someone searches regarding a topic within your niche.
 One of the factors that search engines consider is social media. In particular,
they consider the following questions:
 1.How active are your social media accounts?
 2.How up-to-date are your social media accounts?
 3.How many shares does your website content get on social media?
 On top of all that SEO attention, keep in mind that social media also offers
3.1 billion social media users. That’s a lot of selling potential.
Ppt on digital marketing
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Ppt on digital marketing

  • 1. PPT ON DIGITAL MARKETING SEO & SEM AND SOCIAL MEDIA ASHISH GUPTA
  • 2. CONTENT  What is digital marketing  What does digital marketing consist of  SEO  SEM  Social Media Marketing
  • 3. DEFINITION  The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.
  • 5. SEO:Search engine optimization What is SEO? SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines.
  • 6. How do organic search listings work?  A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web.  The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index.  Based on this data, the SE then indexes the pages and ranks the websites.
  • 7. SEO strategies/techniques 1. Domain name strategies----  domain names are traffic magnets  choose a domain name that will increase your search engine ranking. How?  use keywords, location, advertising terms, product names  choose a keyword that is important for your business
  • 8. 2. Keywords the most important in optimizing rankings keywords are words that appear the most in a page - the spider chooses the appropriate keywords for each page, then sends them back to its SE . - your web site will then be indexed based on your keywords. - can be key phrases or a single keyword. 3. Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - should have the exact keyword you use for the page - every single web page must have its own title tag - you can use up to 65 characters - example http://www.ebay.com/ (title is littered with keywords)
  • 9. 4. Meta description tags - displayed below the title in search results - use dynamic, promotional language 5. Alt tags - include keywords in your alt tags 6. Submit your website to SEs for indexing - submit your site to search engine directories, directory sites and portal sites - indexing takes time (~ 3 months)
  • 10.
  • 11. SEM:SEARCH ENGINE MARKETING  What is search engine marketing (SEM)? SEM is the act of marketing a website via search engines by purchasing paid listings
  • 12. What are paid listings?  These are listings that search engines sell to advertisers, usually through paid placement and paid inclusion programs. In contrast, organic listings are not sold. Paid listings: 1. Paid inclusions - Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment - no guaranteed ranking - payment made on a Cost Per Click (CPC) basis Advertisers pay to be included in the directory on a CPC basis or per-url fee basis with no guarantee of specific placement
  • 13. 2. Paid placements - Advertising programs where listings are guaranteed to appear in organic listings - the higher the fee, the higher the ranking no it’s not true . - eg sponsored links and Google’s Ad words - can be purchased from a portal or a search network - search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee.
  • 14. WHAT IS SMM : SOCIAL MEDIA MARKETING  Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMMis to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.
  • 15. What does social media have to do with SEO?  Search engines try to take into account as much information as possible about your website.  They use it to determine the quality of your website and thus where they should place you when someone searches regarding a topic within your niche.  One of the factors that search engines consider is social media. In particular, they consider the following questions:  1.How active are your social media accounts?  2.How up-to-date are your social media accounts?  3.How many shares does your website content get on social media?
  • 16.  On top of all that SEO attention, keep in mind that social media also offers 3.1 billion social media users. That’s a lot of selling potential.