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An introduction to Digital Marketing
“Search Engine Optimization
On-Page”
By,
Mohit Malik
INTRODUCTION
DIGITAL MARKETING of marketing of products and services using digital technology.
Digital Marketing starts with Search Engine Optoimization. Following are the other
important tools of digital marketing:-
 Search engine marketing
 Social media marketing
 E-mail marketing
 Content marketing
 Mobile marketing
SEARCH ENGINE OPTIMIZATION
 Search engine optimization is the process of affecting the online visibility of a
website or a web page in search engine results.
 It is the process of getting organic or unpaid or earned results.
 The more rank a website gets in search engine results the more visitors the
website will get.
 As an internet marketing strategy, SEO focuses how search engine works the
computer programmed algorithm which dedicates search engine results
 It includes searching for the exact words or keywords which the audience type in
search engine and the preferred search engine by the target audience
PARTS
 On-Page SEO-: on page seo includes techniques that can be
used so that our web site is fully optimized for search engine.
 Off-Page SEO-: off page seo includes techniques that look at
how authoritative and popularity of the website.
IMPORTANCE
In recent years other online channels have taken a sizeable part
of online marketing strategy. Many marketers have shifted their
campaigns to more popular advertising channels such as social
media and have dropped their SEO effect. Some have been
scrummed to the myth that SEO is dead. According to a survey
conducted in 2012 by Forrester research organic search or
natural search engine results still sits on the top of traffic
sources as answered by survey respondents.
STATICS
 93% online experiences start with search engine.
 Google currently holds 80.5% of search engine market.
 57 % marketers say that SEO generates more leads than any other
marketing initiative
 81 % of people perform some type of research before purchasing
anything
 72% of online marketers describe content creation as their most
effective SEO
 75% of people never scroll pass the first page of search engine.
 70-80% of people prefer organic search results over paid results.
 Bounce rate of a website increases by 50% if a site takes 2
seconds extra to load.

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Seo

  • 1. An introduction to Digital Marketing “Search Engine Optimization On-Page” By, Mohit Malik
  • 2. INTRODUCTION DIGITAL MARKETING of marketing of products and services using digital technology. Digital Marketing starts with Search Engine Optoimization. Following are the other important tools of digital marketing:-  Search engine marketing  Social media marketing  E-mail marketing  Content marketing  Mobile marketing
  • 3. SEARCH ENGINE OPTIMIZATION  Search engine optimization is the process of affecting the online visibility of a website or a web page in search engine results.  It is the process of getting organic or unpaid or earned results.  The more rank a website gets in search engine results the more visitors the website will get.  As an internet marketing strategy, SEO focuses how search engine works the computer programmed algorithm which dedicates search engine results  It includes searching for the exact words or keywords which the audience type in search engine and the preferred search engine by the target audience
  • 4. PARTS  On-Page SEO-: on page seo includes techniques that can be used so that our web site is fully optimized for search engine.  Off-Page SEO-: off page seo includes techniques that look at how authoritative and popularity of the website.
  • 5. IMPORTANCE In recent years other online channels have taken a sizeable part of online marketing strategy. Many marketers have shifted their campaigns to more popular advertising channels such as social media and have dropped their SEO effect. Some have been scrummed to the myth that SEO is dead. According to a survey conducted in 2012 by Forrester research organic search or natural search engine results still sits on the top of traffic sources as answered by survey respondents.
  • 6. STATICS  93% online experiences start with search engine.  Google currently holds 80.5% of search engine market.  57 % marketers say that SEO generates more leads than any other marketing initiative  81 % of people perform some type of research before purchasing anything  72% of online marketers describe content creation as their most effective SEO  75% of people never scroll pass the first page of search engine.  70-80% of people prefer organic search results over paid results.  Bounce rate of a website increases by 50% if a site takes 2 seconds extra to load.
  • 7. ON-PAGE  On page is the process of optimizing individual web page in order to rank higher and earn more relevant traffic for the website in search engines.  It includes both content and HTML source code.
  • 8. IMPORTANCE  On page search engine optimization includes formatting the website, adding content and changing structure of the website.  Typically search engines like Google ranks the website on a number of factors such as:- I. Keyword relevancy II. Content uniqueness III. Length of the content IV. Meta description V. Title tag VI. URL VII. Image alt Text, etc.
  • 9. BENEFITS Some benefits of using on-page seo are -:  A website is able to get higher rank on renowned search engine.  Maintains a website internal structure.  Helps in getting more organic traffic.  Overall cost effective marketing
  • 10. TIPS FOR IMPROVEMENT  Start title tag with your focus key word  Use URL’s that are rich in keyword and short  Add modifiers to the title such as best company, award winning,etc  Wrap you title in H1 tag  Dazzle with multimedia  Try to add focus keyword in at least one subtitle  Our focus Keyword should appear in the first 100 words of the article.  Try to build the website mobile friendly  Use relevant inbound and outbound link.  Try to boost speed of your website  Sprinkle LSI(latent sementing indexing) keywords.  For two URL’s having same content add canonical tag.
  • 11. TOOLS  Keyword researcher:- some keyword research software are Google Adwords keyword planner, wordstream, keyword eye basic, ubersuggest, YouTube keyword tool, buzz stream Meta Tag extension .  Content tool :- some text optimization tools are text optimization tool, copyscape, sideliner, seo browser.  Technical tools:- these tools are developed to see the overall seo health. Some of these tools are Xenu’s Link sleuth, screaming Frog, , title description and optimization tool, Google developers page speed insights, site condor, image SEO tools, Microsoft free SEO tool kit, feedthebot.
  • 12.  Web analytics-: web analytics is a tool provided by Google to measure, collect and analysis of data for analysing and optimizing the web data for web usage. It is not only a process of measuring traffic of the website but can be used to access and improve the effectiveness of the website. It can also be used to measure effectiveness of advertising campaigns. It helps us to know how the traffic of the website changes with the launch of new advertising campaign. It helps us to gauge traffic and popularity trends which is important for the website developers.
  • 13. Google webmaster:- In May 2015 Google changed the name of Webmaster to search engine console. It is used to check indexing status and optimizing visibility of the website.  Features of web master tools are: Submit and check the sitemap and also check if there is any error. Check and set the crawl rate. Check when Google bots crawl a particular website List internal and External pages that link to your website Write and check Robot.txt file and see if any file has been blocked by Robot.txt accidentally. Check for malware and spyware. Get a list of error links or pages which Google bots finded difficult to crawl.
  • 14. TRENDS  Video and image search will vastly improve.  The knowledge graph will dominate  Voice search will sharply increase  SEO will expand beyond Google and Bling  Machine learning algorithm will spell the end of traditional search algorithm updates.  Hyper local results will finally take off.