Unit II Search Engine Marketing Added.pptx

SEARCH ENGINE MARKETING
Sanjivani Rural Education Society’s
Sanjivani College of Engineering, Kopargaon-423603
(An Autonomous Institute Affiliated to Savitribai Phule Pune University, Pune)
NAAC ‘A’ Grade Accredited, ISO 9001:2015 Certified
Department of Information Technology
(NBA Accredited)
Mr. N. L. Shelake
Assistant Professor

SEARCH ENGINE MARKETING
Course Contents: -
Digital Marketing Mr. N. L. Shelake Department of Information Technology

Basics of Web Designing
Web design shares many principles with print design.
Understand space, layout, fonts, and colors.
Effective communication through design.
Design elements are the building blocks of any webpage.
Understanding these elements enhances your design skills.
Search Engine Marketing

Basics Terminology of Web Developement

Lines and Line Work
Lines include borders and rules (horizontal and vertical).
Help delineate spaces and improve readability.
 Shape
Shapes are enclosed contours in design.
Use different shapes creatively, not limited to squares or
rectangles.
Basics Elements of Website Design

Texture
Texture adds a sense of surface to your design.
Achieved visually on web pages using natural or artificial
textures..
 Color
Color enhances a design but isn't mandatory.
Start with a design without color, then add it sparingly.

Direction
Texture adds a sense of surface to your design.
Achieved visually on web pages using natural or artificial
textures.
 Layout Design
Layout is crucial in positioning elements on the page.
Screen resolution consideration is important.

Aligning Images
Avoid randomly placing images on the page.
Align images to integrate them into the layout effectively..
 Fonts and Typography
Fonts define the appearance of text on the page.
Consider both micro-level (individual font choice) and macro-
level (overall text arrangement)..

Font Measurements
Fixed Height Measures: inches, centimeters, points, etc.
Relative Measures: ems, pixels, percentages, etc.
 Color Usage in Web Design
Color is a powerful tool for visual communication.
Use it wisely to convey meaning and enhance design..

Web Navigation
Navigation ensures users can easily move between pages.
Plan your site’s information architecture carefully..
 Accessibility and Usability
Accessibility and usability make your site more inclusive.
Don’t sacrifice design quality for accessibility; integrate both.

 A product can be used by specified users to achieve specified
goals with effectiveness, efficiency and satisfaction in a specified
context of use.
Usability means that the people who use the product can do so
quickly and easily to accomplish their own tasks
Usability and User Experience in Website

This definition rests on four points
Usability means focusing on users
People use products to be productive (HCI)
Users are busy people trying to accomplish tasks
Users decide when a product is easy to use
Usability and User Experience in Website

User Experience (UX) focuses on understanding users, including
their needs, values, abilities, and limitations.
It also incorporates the business goals and objectives of the
project.
Promote improving the quality of the user’s interaction with and
perceptions of your product and any related services
involves a person's emotions about using a particular product,
system or service
User experience (UX)

User-Centric: Ensures products and services meet user needs
effectively.
Business Impact: Aligns with business objectives to drive
success.
Quality Interaction: Enhances the overall experience and
perception of the product.
Emotional Experience: How users feel while interacting with a
product.
Importance of UX

Experiential Aspect: The meaningful and valuable experiences
provided by the product.
Practical Aspects
Utility: Does the product meet user needs?
Ease of Use: Is the product intuitive and user-friendly?
Efficiency: How quickly and effectively can users achieve
their goals?
Importance of UX

UX is subjective; different users have different perceptions and
experiences (Individual Perception)
Each user's background, expectations, and context influence their
UX (Personal Experience)
UX is not static; it changes with new technologies, updates, and
user feedback. (Evolving Experience)
Regularly adapting and enhancing the UX to meet evolving user
needs and industry standards (Continuous Improvement)

Useful - Content should be original and fulfill a need
Usable - Site must be easy to use
Desirable - Image, identity, brand, and design elements are used to
suggest emotion and appreciation
Findable - Content needs to be navigable and locatable onsite and
offsite
Accessible - Content needs to be accessible to people with disabilities
Credible - Users must trust and believe what you tell them

Onsite optimization is anything that you do within your website to
optimize it for the search engines. There are key factors such as:
 Domain name
 Meta description
 Web contents
 Internal links
 Tags and Meta tags
 Anchor texts
 Rick media files
 Bounce rate
 Loading speed
Onsite Optimization Basics

A domain name is the unique address of a website on the internet,
used to identify and access it.
For onsite optimization, choosing a domain name that reflects the
site's content or primary keywords can help improve relevance
and search engine ranking.
Google’s EMD update, having an exact match domain name no
longer matters a lot to SEO
The domain name adds credibility and relevancy to your blog. It
can help users to decide if the blog is the right one to get the
information they are searching for or not.
Domain Name

A meta description is a short summary (typically 150-160
characters) of a web page’s content, included in the HTML of the
page.
It appears under the page title in search engine results. A well-
written meta description can improve click-through rates by
providing a compelling preview of the content.
This is also used by the search engine crawlers when ranking
websites for certain keywords.
Therefore, make sure that your target keyword term is present in
the Meta description
Meta Description

Quality and uniqueness of post must be given due focus where
every post is different.
Interesting and Effective title that effectively grabs attention
Meta description which shows an overview about blog.
The Meta description can heavily influence the search users‟
decision on whether to checkout your site or not.
Meta Description

Web content refers to the textual, visual, and multimedia
information available on a web page.
 It includes articles, blog posts, images, videos, and other
elements.
 High-quality, relevant, and keyword-optimized content is
essential for good onsite optimization as it helps search engines
understand the page’s relevance to user queries.
Web Content

Internal links are hyperlinks that point to other pages or posts
within the same website.
They help users navigate the site and distribute page authority
throughout the site.
 For SEO, internal linking enhances the site’s structure and helps
search engines crawl and index the pages more efficiently.
Internal Links

Tags are keywords or phrases assigned to content to describe its
topic and facilitate categorization and search ability.
Meta tags are HTML elements that provide metadata about the
web page, such as meta descriptions, meta keywords, and meta
robots.
 Meta tags help search engines understand the content and control
indexing behavior.
Tags and Meta Tags

Anchor text is the clickable text in a hyperlink.
It’s important for SEO because it provides context to both users
and search engines about the linked page’s content.
Using descriptive and keyword-rich anchor text can improve a
page's relevance for specific search terms.
Anchor Text

Rich media files include complex file types such as videos, audio
files, animations, and interactive content.
Optimizing rich media involves ensuring these files are properly
tagged, compressed for faster loading, and relevant to the
surrounding content to enhance user engagement and SEO.
These files should be properly inserted with alt-tags that are
relevant to the main target keyword phrase
Rich Media Files

Bounce rate refers to the percentage of visitors who leave a
website after viewing only one page, without interacting further.
A high bounce rate can indicate that the landing page is not
engaging or relevant, which can negatively impact SEO rankings.
Improving content and user experience can help reduce bounce
rates.
Bounce rate

Loading speed is the time it takes for a web page to fully appear
and become interactive.
Faster loading speeds enhance user experience and are favored by
search engines.
Optimizing loading speed involves reducing file sizes, leveraging
browser caching, and using efficient coding practices.
Loading Speed

Search Engine Optimization (SEO) is process of making site
search engine user friendly.
It starts with different title tags and Meta descriptions on every
page.
The SEO serves as bridge over gap where it brings people with
computer skills and information they require
HTML coding that tell engines how to properly “read” your
content
Improve search engine visibility by adding SEO tags in HTML
HTML Basics for SEO

When a search engine’s crawler comes across your content, it
takes a look at the HTML tags of the site
This kind of information helps engines like Google determine
what your content is about and how to categorize the material.
How visitors view your content in those search engines.
How social media uses content tags to show your articles
It’s HTML tags for SEO that will affect how your website
performs on the Internet.
HTML Basics for SEO

<Title> Tag
The title should not be longer than 70-100 characters including
spaces.
The title should not begin with domain name and considered as
spam.
The domain name shouldn't be repeated in title and considered as
spam.
It does not use same filename as title tag or filename or domain
name.
HTML <HEAD> Content

<Meta Description> Tag
 Shouldn't be longer than 200 characters.
HTML <HEAD> Content

<Meta Keywords> Tag
 Shouldn't be longer than 268 characters.
 Shouldn't use words that are not present in body of page.
 Redundant characters will not hurt the results; however words
after the first
 Start all keywords with capital letters.
 Separate keywords with ", "character combination.
 You may use phrases as well.
HTML <HEAD> Content

Content
 The text on page should contain keywords right at start of page.
 Keywords should not overuse as keyword takes 12-24% of body
text.
 Do not use content on front page
HTML <HEAD> Content

Code Page
 If website uses different language than default search engine that
liked by target audience or website uses special characters which
is different to language making sure to implement proper HTML
code page tag.
 Unicode versions of special characters are more or less
impossible to look up in search engines.
HTML <HEAD> Content

 Title Tags <title>Digital Marketing</title>
 Meta Description Tags <metaname="description" content=“Digital Marketing">
 Header Tags
 <h1></h1> – usually reserved for webpage titles.
 <h2></h2> – highlights the topic of the title.
 <h3></h3> – reflects points in regards to the topic.
 <h4></h4> – supports points from <h3>.
 <h5></h5> – not often used, but great for supporting points of <h4>.
 Alt Tags in Images
 <img src=“digital.jpg" alt=“Digital Marketing">
HTML Tags

 Building Links
 <a href="http://somerandomwebsite.com/" rel="nofollow">your anchor text</a>
 Open Graph Tags
 <meta name="og:title" property="og:title" content="The Title of Your Article">
 Twitter Card Tags
 <meta name="twitter:card" content="summary">
 Canonical Tags
 <link rel="canonical" href="https://yourwebsite.com/">
HTML Tags

 Domain name is a unique identity on internet.
 Domain name builds credibility: Having your own domain
name will lead to professionalism. When new visitor reaches
your website, he/she happens to look at domain name and make a
first impression opinion about website. The domain name gives
an impression about status of company.
Importance of Domain Names

 Domain name gives uniqueness: Having own domain name is
same as having your own place which shows that you address is
your own and not shared which can be like www.name-of-your-
own-website.com

 Domain name gives branding: If you have brand name or
company name in your domain name it will help to reinforce a
brand value which further will increase awareness of particular
brand. Visitors will not simply know about your brand name but
also remembers it for future use. The brand name will be
remembered by them that can be transferred to other people
whenever visitor talks about it.

 Domain name gives personalized and multiple e-mail
addresses: In case of your registered domain name, you can
create own personal e-mail address which looks as
yourname@name-of-your-own-website.com and helps in making
you an important person to deal with. It creates flexibility by
having multiple e-mails of particular departments and
organization as per need.

 Domain name gives portability on internet: In case of website
running under particular domain name, then there is portability
of carrying website to any webhost as required. In case if you are
sharing someone else’s domain name then you can’t take domain
name along with your website. In such case you have to create a
new domain name and further you will lose your visitors.

 Domain name gives importance to websites by search
engines: The search engines recognize importance of domain
name and give preference to websites having own unique domain
names instead of subdomains or part of another domain name,
like when you get your website launched with free webhost.

 Optimizing website structure and navigation menus is crucial for
enhancing user experience, improving search engine visibility,
and increasing overall website performance.
 Optimizing website's structure and navigation is vital for SEO,
because it helps search engines understand the content on
website and how it is organize.
 Improve the user experience by making it easier for visitors to
find what they are looking for on website.
Website Structure and Navigation Menu Optimization

Plan out hierarchy before developing website:
 Design a clear and logical website hierarchy that organizes
content into categories, subcategories, and pages.
 makes it easier for search engines to understand the
relationships between pages and helps them determine the most
important pages on website
 This should reflect the logical flow of information users expect.
 Identify primary pages (e.g., Home, About, Services) and
secondary pages (e.g., individual service pages, blog posts).
Website Structure & Navigation Menu Optimization

 Organize web content into categories and subcategories, with the
most important pages at the top level and secondary pages
nested underneath.
 This makes it easier for search engines to understand the
relationships between pages and helps them determine the most
important pages on website
 Use hierarchical headings (H1, H2, H3, etc.) to indicate the
structure and importance of content.

Creating URL structure following navigation hierarchy:
 Develop a URL structure that is descriptive, keyword-rich and
reflects the content hierarchy. For example, a product page URL
might look like
www.example.com/category/subcategory/product-name
 Ensure the URL structure is consistent across the site, making it
easier for users to understand where they are and for search
engines to crawl your site.
 Instead of "www.example.com/page1" use
"www.example.com/best-seo-tips”

 Generate an XML sitemap and submit it to search engines (e.g.,
Google Search Console) to ensure all pages are discovered and
indexed efficiently.
 Include priority and frequency tags to indicate the importance
and update frequency of pages.
 A sitemap is a list of all the pages on your website, organized in
a hierarchy.
 Use descriptive, keyword-rich URLs for your pages

 Create descriptive and SEO-friendly URLs that reflect the
content hierarchy and include relevant keywords.
 Avoid using dynamic parameters or cryptic URLs that can
confuse users and search engines.

Creating site navigation in HTML or CSS:
 It is better to make coding simple in HTML and CSS for
navigation.
 So coding in JavaScript, Flash, and Ajax limits crawler’s will
cover website by navigation and hierarchy.

Use of shallow depth navigation structure:
 Navigation structure follows a website hierarchy
 Make sure that important pages are not buried inside deep
inside a website
 Breadcrumb navigation is a hierarchy of links that shows the
user's current location within the website
 Breadcrumbs also provide additional contextual information to
search engines.
 Breadcrumb navigation to enhance user navigation and provide
clear paths for users to backtrack through the website hierarchy.

Creating header which lists main navigation pages:
 It is seen that the top header should list main pages.
 Adding any other menu elements apart from your main
categories can become distracting and unnecessary
 Use descriptive, keyword-rich titles and headers on pages to
help search engines understand the content of your page. For
example, instead of using "Chapter 1" as a title, use "10 Tips for
Optimizing Your Website's Structure and Navigation for SEO."

Developing comprehensive internal linking structure:
 It allows users to navigate.
 It helps in establishing information hierarchy.
 It helps spreading link around websites.
 Use internal linking to link related pages on website together.
 This helps search engines understand the relationships between
web pages and can improve the ranking of web pages in search
results

Developing comprehensive internal linking structure:
 Implement strategic internal linking to connect related pages
and establish a network of interconnected content.
 Use descriptive anchor text containing relevant keywords to
improve crawlability and user navigation

Use responsive design:
 Make sure your website is mobile-friendly and uses responsive
design.
 This means that your website should look and function properly
on all devices, including smartphones and tablets.
 With more and more people using mobile devices to browse the
web, it's important to have a mobile-friendly website to ensure
that your content is accessible to a wider audience.

 The navigation structure of web site helps beginner/user to find
information in fast and easy way without guessing.
 Group related information together in categories and sub-
categories.
 It provides way for users to access categories from home page
and main web site menu.
Navigation Menu Optimization
Digital Marketing Mr . N. L. Shelake Department of Information Technology

 It plans navigation structure before building website as in
advance where each page reside
 Assist the user in finding what they want by proving related
content. For example if you have an online shop show “Related
products” when a user is viewing a product
 Continuously refining and optimizing website navigation based
on user feedback and analytics insights is key to maintaining a
successful online presence
Digital Marketing Mr . N. L. Shelake Department of Information Technology

 Use descriptive and user-friendly labels for navigation menu
items that accurately represent the content of each page.
 Avoid generic terms or jargon that may confuse users.
 Primary Navigation: Place the most important links (e.g.,
Home, Products, Services, Contact) in the primary navigation.
Keep it simple and easy to scan.
 Secondary Navigation: Use secondary menus for less critical
links (e.g., About Us, Blog, Resources).

 Dropdown Menus: Use dropdowns for categories that have
subcategories, but avoid overloading the menu with too many
options.
 Sticky Navigation: Consider using sticky navigation bars that
stay at the top of the page as the user scrolls, ensuring easy
access to the menu at all times.
 Mobile Optimization: Ensure the navigation menu is mobile-
friendly, with a collapsible menu (hamburger icon) that is easy to
use on smaller screens.

Logical Order:
 Arrange navigation menu items in a logical order based on
hierarchy and importance.
 Place high-priority pages or sections at the beginning of the
menu for easy access.

Consistent Navigation Across Pages:
 Maintain consistent navigation elements (e.g., header or footer
menus) across all pages of the website to provide a seamless
browsing experience.
 Include important links (e.g., contact, about, services) in
prominent positions for easy access.

Mobile Responsiveness:
 Optimize navigation menus for mobile devices by using
responsive design techniques that adapt to smaller screens.
 Use hamburger menus or expandable navigation to conserve
space and maintain usability on mobile devices

 Prioritize user experience by designing intuitive and user-
friendly website navigation.
 Use analytics data to monitor user behavior and identify areas for
navigation improvement.
 Conduct A/B testing to optimize navigation menu design and
layout for better engagement and conversion rates.
 Regularly audit and update website structure to accommodate
new content and user preferences.
Best Practices for Website Structure and Navigation Optimization

 An essential tool for web development
 This tool helps ensure that our HTML code is correct and
follows web standards.
 This not only makes our web pages look and behave as
expected but also ensures they are accessible and compatible
with different browsers
 This validator checks the markup validity of Web documents in
HTML, XHTML, SMIL, MathML, etc.
HTML Validation using W3C

 World Wide Web Consortium (W3C) allows internet users to
check HTML and XHTML documents for well-formatted
markup.
 HTML validation checks if HTML code conforms to the
standards and specifications set by W3C.
 Markup validation is an important step towards ensuring the
technical quality of web pages
 If you fail to validate the pages, your website will most likely
suffer from errors or poor traffic owing to poor formatting and
readability

 According to HTML standards, each HTML document requires a
document type declaration.
 The "DOCTYPE" begins the HTML document and tells a
validator which version of HTML to use in checking the
document's syntax.
 The following DOCTYPEs are commonly used:
 <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01//EN"
"http://www.w3.org/TR/html4/strict.dtd">

 Compatibility Across different Browsers
 Improvement in accessibility for users with disabilities.
 Enhances Search Engine Optimization (SEO)
 Ensures Proper Rendering
 Facilitates Debugging and Maintenance
 Helps developers adhere to web standards and best practices,
promoting high-quality web development.
 Promotes Professionalism
Why Code Validation?

 Service: W3C Markup Validation Service
 Website: W3C Validator
 Functionality: Validates HTML and XHTML documents.
Provides detailed feedback on errors and warnings.
W3C Validator Overview

 Validate by URL
 Validate by File Upload
 Validate by Direct Input
Validation Methods

 Access the W3C Validator:
Go to the W3C Validator.
 Choose Validation Method:
URL, File Upload, or Direct Input.
 Submit the Document:
Click "Check" to start validation.
 Review Results:
View errors, warnings, and suggestions.
Make necessary corrections to the HTML code.
Validation Process

Best Coding Practices

 It is better to make sure that the code is easy to read and
understand.
 It should be followed that any formatting standards used by
organization should always include comments in code
 Use empty lines and spaces to make code more readable
 Simple, refactoring, documentation..
Best Coding Practices

 Files can be anything such as HTML, PHP, Images or
documents, It is found that Google gives importance to
filenames, hence uploading or embedding into website will allow
names of files that are optimized.
Filename Optimization

 Filename should be relevant to content of webpage.
 It should be short and descriptive.
 Targeted keyword should be preferred as filename.
 In perfect optimization, use of same targeted keyword in
filename of webpage.
 Try to use 2 keywords in filename if possible.
 Do not stuff filename with 3-4 keywords.
 Separate words in filename with hyphen rather than with
underscores.
 Do not use generic words as filenames.
Filename Best Practices

 Title tags are technically called as title elements which defines
title of a document.
 This tag is used on search engine results pages to display preview
scraps for given page that can be important for SEO and social
sharing.
 The title element of web page shows accurate and concise
description of page's content
Title Tag Optimization

 It is for user experience and search engine optimization which
creates value in specific areas such as:
 Relevancy, Browsing, Search Engine Results Pages
 It is seen that title tag serves as main text which shows an online
document having long considered as most important on page
SEO elements that appears in three key places as:
 Browsers
 Search Engine Results Pages
 External Websites

 Recommendations for optimizing title tags for search engine and
usability goals such as
 Be Mindful of Length
 Place Important Keywords Close to Front of Title Tag
 Leverage Branding
 Consider Readability and Emotional Impact

 Many commercial web search engines use meta-tag content to
find page relevancy.
 Many times, text-based document contains meta-tag descriptions
and keywords which are not used to find whether or not page
ranks exits.
 Meta-tag keywords and descriptions becomes an necessary part
when search engines are not able to find about file like video file.
Under this situation, a keyword focused meta-tag description that
make or break search engine visibility.
Meta Tag Optimization

 Title:
The title of web page should be in document head which is an
important non content part of webpage since it has weight
with search engines.
<title>Meta Tags Optimization</title>
 Description:
This tag is used by search engines for description of web page.
This has no effect on ranking or indexing of web page.
<meta name= "description" content="These are good">

 Keywords:
To have a rating of website you need to have extra title and
description with list of keywords that are separated by commas.
<meta name="keywords" content="meta tags,training,html">
 Rating:
This tag uses web page for rating for appropriateness for kids
that can be general, mature, restricted
<meta name="rating" content="general" >

 Author:
It is used to find author of web page.
<meta name="author" content="my tutorial" >
 Copyright:
This will find any copyright information on web page
<meta name="copyright" content="2014, my tutorial" />

 Expires:
This meta tag is responsible for web masters that allows
search engine to know when page expires so that it can be
removed from search engine directory..
<meta name="expires" content="never"/>
 Distribution:
It tells search engine about page to set global, everyone, local,
regional sites and for Internal use
<meta name="distribution" content="global" />

 Robots:
It will tell the search engine whether you want web page
indexed or not. The values for this tag are: -
index Index the page
noindex Don’t index the page
nofollow Don’t index any pages hyper-linked to this page
none Same as “noindex, nofollow”
<meta name =“robots” content=“noindex, nofollow”>

 Header tags are headers in your page.
 Use headers to show the flow of your content and break up large
chunks of text so that it's more digestible for readers.
 Headers also highlight the important aspects of your content.
 H1 headers are used for main headers (what the page is
about),H2 for supporting headers and H3 for less important
headers
Headers Optimization

•H1: Qualities to look for when choosing a smart watch
• H2: Basics
• H3: Smartphone compatibility
• H3: Price
• H3: Battery life
• H2: Features
• H3: Fitness tracking
• H3: Music
• H3: Bluetooth & NFC connection
• H2: My top recommended smart watches

 The header tag is required for site visitors as heading tag informs
both internet search engine and site visitors exactly what content
is about.
 It is found that heading tags are symbolized from <h1> to <h6>,
where <h1> is among most important tag by internet search
engine and <h6> being low and that is not so important.
 Header tag containing specific key phrases which are linked with
company extra along with additional text which describes
internet contents.

 Add highly relevant key phrases in <h1> tag, because it is
weighted most than other heading tags.
 Evaluate the relevancy of the key phrases and put most
significant keyword in <h1> tag, less vital that you <h2>, further
less vital that you <h3> and ultimately lowest key phrases to
<h6>

Thank You

Unit II Search Engine Marketing Added.pptx

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Unit II Search Engine Marketing Added.pptx