This document discusses digital marketing and search engine optimization (SEO). It defines digital marketing as promoting brands using digital channels like websites and social media. The objectives of digital marketing are to reach the targeted audience, engage customers, and maximize return on investment. SEO, a part of digital marketing, refers to optimizing on-page and off-page ranking factors to achieve high search engine rankings. Key on-page SEO factors include titles, headings, images, links, and content. Off-page factors include links and link popularity. The document provides examples of search engines and discusses why SEO is important for driving relevant traffic to websites.

1. Suvabrata Guharay

2. What is Digital Marketing
 Definition of digital marketing. 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 extends beyond internet marketing to
include channels that do not require the use of the
internet.

3. Digital Marketing Objectives
 Read the targeted audience
 Engage perfect customer
 Motivate the audience to take your customer.
 Maximum return of investment.

4. Digital Marketing Life Cycle
 Organic Marketing
 Paid Marketing
 Mobile Marketing
 Reporting(Search Engine console, Google Analytics.)

5. SEO Organic Marketing
This refers to your ability to rank for certain keywords. For instance, say
you sell shoes online, you will need to optimize your site, backlinks,
website speed and much more so that you can “rank” high for certain
keywords that are highly relevant to your business. Relevant keywords
may include “buy shoes,” “shoe sale,” “where to buy shoes,” and so on.
Once you can rank high (top page) for these keywords, you will enjoy
an increase in traffic and business as a result.

6. Social Media Organic Marketing
This refers to your ability to generate business from
your social media page. For instance, if you have a large
following on your page and you can keep them
engaged, this many very well turn some of these
people into customers. There are many ways to engage
audiences on social media, such as contests, giveaways,
creating viral videos and so on.

7. Paid Marketing
 Paying for every click may sound like you’ll end up
paying a lot, but in a well-designed campaign, the
opposite is true. Because your potential customers
will see your ads only when they’re searching for
precisely the products or services you offer,
they’re far more likely than a casual browser to be
at the point of purchase.

8. What Does Digital Marketing
Consist
 Web site
 Search Engine
 SMO
 PPC
 SMM
 Email Marketing
 Display Advertising
 Affiliate Marketing

9. Agenda
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization

10. Digital Marketing Vs Traditional Marketing

11. Digital Marketing Measurement
 Google Analytics
 Google Web Master Tools
 Hub spot.
 Basic Google Search
 Google Adwords.
 Social Media monitoring tools.

12. Examples popular Search Engines

13. How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database
 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content
 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors

14. 100+ Billion Searches / Month

15. Important?
 80% of consumers find your website by first writing a query into a box on a
search engine (Google, Yahoo, Bing)
 90% choose a site listed on the first page
 85% of all traffic on the internet is referred to by search engines
 The top three organic positions receive 59% percent of user clicks.
 Cost-effective advertising
 Clear and measurable ROI
 Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads

16. Business Card

17. What is SEO?
 SEO = Search Engine Optimization
 Refers to the process of “optimizing” both the on-
page and off-page ranking factors in order to achieve
high search engine rankings for targeted search
terms.
 Refers to the “industry” that has been created
regarding using keyword searching a a means of
increasing relevant traffic to a website

19. Ranking factors
 On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density
 Off-Page Factors
#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds
credibility

20. What a Search Engine Sees
 View > Source (HTML code)

21. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little knowledge of
SEO
• ability to turn on and off at any moment
• generally more costly per visitor and per
conversion
• fewer impressions and exposure
• easier to compete in highly competitive
market space (but it will cost you)
• Ability to generate exposure on related sites
(AdSense)
• ability to target “local” markets
• better for short-term and high-margin
campaigns
• results take 2 weeks to 4 months
• requires ongoing learning and experience to
achieve results
• very difficult to control flow of traffic
• generally more cost-effective, does not
penalize for more traffic
• SERPs are more popular than sponsored ads
• very difficult to compete in highly competitive
market space
• ability to generate exposure on related
websites and directories
• more difficult to target local markets
• better for long-term and lower margin
campaigns

22. Search Engine Methodology
 Search with your keywords or Search term.
 Web Crawling.
 Page Indexing
 Request Processing
 Relevancy Estimation
 Displaying Result.

23. Why do we need SEO
 To increase the search visibility of the site.
 Important channels for new site.
 Improve the user experience and usability of web site.
 SEO for a well established brand is for easier.
 SEO can put you ahead of the competition.

24. Process Of SEO
 Technical SEO
 Web Site Speed
 Mobile Friendliness
 Site Architecture
 Structured Data Markup
 Duplicate Content.

25. Process Of SEO
 On Page SEO
 Heading and title of the page estimation
 Keyword optimization
 Meta Tags(Title, Description,Keyword)
 Image(Alt+Tag)
 Fresh and quality content.
 Optimized external and internal links.

26. Process of SEO
 Off page SEO
 Link Building
 Social Bookmarking
 Directory Submission
 PDF Submission
 PPT Submission

27. Free SEO TOOLS
 SEO site check up
 XML sitemap Generator
 Schema creator
 Google Keyword planner
 Google Analytics
 Google search console
 Structured data Testing Tool
 Robots.txt Generator
 Copyscape.
 Find Broken Links.

28. THANK YOU