Gyan Ganga College of Excellence

Jabalpur

Practical File
ON

Subject Code: 110308

Digital Marketing

Student Name: Anushka Yadav

Class: BBA 1st Year
Student Enrollment No: R2200328470386

Faculty In charge
Prof. Pradeep Sharma

Session: 2022-2023
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List of Experiment Suggested By University

Digital Marketing

1. Design SEO Keywords for improving Google Page Rank of Your

college.
2. Monitor traffic on your website using Google Analytics.
3. Using Search Engine Submission improve online recognition and
visibility of your website.
4. Design a blog for the regular activity of your college.
5. Link different sites using cross linking.
6. Use on Page Optimization for your website.
7. Use off Page Optimization for your website.
8. Design a website for decreasing the loading time of a website.
9. Design Back link for your website.
10. Design Out Bound Link for your website.

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List of Experiment with enhancement by The Institute

Digital Marketing

1. Design SEO Keywords for improving Google Page Rank of Your

college.
2. Design a blog for the regular activity of your college.
3. Link different sites using cross linking.
4. Using Search Engine Submission improve online recognition and
visibility of your website.
5. Monitor traffic on your website using Google Analytics.

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Experiment 1
Aim: Design SEO Keywords for improving Google Page Rank of Your
College.

Step 1

First, let’s find the phrases that you’re almost ranking high for. It’s in Google
Analytics in this report: Acquisition > Search Console > Queries.

Note: if you aren’t able to access this report, you probably haven’t connected your Search Console
account to Google Analytics.

This report shows:

All the phrases you rank for

The number of times you’ve appeared in Google (impressions)

The number of times your pages have been visited from these phrases (clicks)

How high you rank for the phrase (average position).

Note:this report shows data for only the last three months and shows no data for the last two
days. Set your date range to cover three full months to get as much data as possible.

Step 2: Set an advanced filter.

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The idea is that a page that ranks greater than 10 is high on page two. This assumes that there are
10 organic search listings on page one, which really isn’t the case, but its close enough for us to
make this work.

Step 3: Sort the report by ranking.

Click the column header “Average Position” to sort the report. Actually, you’ll have to click it
twice so you can see the 11s at the top.

Step 4: ProTip! Make an Analytics “Shortcut”

Save your filtered, sorted Queries report as a shortcut. This will make it easier to get to next time.
Just click the “Shortcut” link above the report, name it and click OK. Now the report will be
available anytime in the left side navigation of Google Analytics.

Step 5: Dig through this list, find phrases and conform the rankings.

You’ll quickly notice that this report shows some strange phrases. Things that seem irrelevant.
Don’t worry about them. Every site ranks for unrelated phrases. Just ignore them and keep
looking.

This report may also show phrases that include your brand name. Skip past those too. Search
engine optimization is about ranking and getting traffic from non-branded phrases.

Ideally, you’ll find some buyer-related key phrases. Remember, there are two kinds of
keywords…

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• Question Marks
Phrases entered by people who are researching a problem, without yet knowing how they want to
solve it.
Example: “why does cold water hurt my teeth?”
• Dollar Signs
Phrases entered by people who know how they want to solve their problem and are looking for a
presumed solution. They are often ready to spend money.
Example: “emergency dentist Chicago”

The money (as in, the leads) is in the buyer-related phrases!

Step 6: Confirm your rankings.

Start searching for the phrases in Google to confirm your rankings. Now you’ll notice that the
“average position” really isn’t the same as rankings. Sometimes, you’ll see yourself ranking
higher than the report suggests. Other times, you won’t see your site at all.

There are a lot of reasons for the discrepancies.

• Your site may have more than one page that ranks for the phrase.

• Your site may rank in image search results.

• Your site may rank differently today than the average ranking across the date range in the report.

• Your search results may be personalized for you based on your location, browsing history, etc.
You can avoid that last issue by doing a few things before you search: logging out of Google,
using “private” or “incognito” settings in your browser, using a browser you don’t usually use,
using a proxy server to connect to Google or using Google’s Ad Preview tool.
Note: Really, there is no such thing as an entirely neutral search. That’s why A/B testing for
Google rankings is impossible. There are actually many versions of Google out there! So don’t
worry too much about trying to be anonymous.

Don’t expect the data to be accurate. You’re just looking for clues.

Find a page that ranks for a phrase, but not too high? Great. Let’s keep going!

Step 7: Check to see how the phrase is used on the page.

Now we want to see how well the page was optimized for the phrase. Does the phrase appear on
the page in the right places? Was the page indicating relevance?

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It’s possible that the phrase hardly appeared on the page at all. It’s possible the ranking was
completely accidental.

If so, you now have an opportunity to indicate the relevance and improve the rankings with very
little effort. Here’s how to check:

While viewing the page, search for the phrase (using control+F or command+F on a Mac) just
like you would inside a Word document.

• Does the phrase appear on the page?

• Does it appear all together, or is it broken up?

• Where does it appear? In the title, header and body text?

• How many times is it used in each location?

If the phrase isn’t in the title, header and body text, then this page wasn’t really optimized. The
Google rankings were accidental.

Find that the page isn’t well optimized? Great! But first…

Warning: Before you proceed, check to make sure that this page isn’t already ranking for other
phrases. It’s possible to indicate the relevance for one phrase and hurt the relevance for another
phrase.
To make sure you don’t de-optimize it, go back to your Queries report and look for other phrases
the page might rank for. Search for these phrases in Google. Or just enter the page address
into SEMrush. This will tell you all the phrases the page ranks for and how high. That’s great
data!

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If the page already ranks for another phrase, check the volume in the Google Keyword Planner.
Is the phrase more popular? Is it a more relevant phrase that may bring more targeted traffic?

If either answer is yes, don’t hurt the relevance for this phrase. Go back to the beginning and start
again, or proceed to the next step using the better phrase.

Step 8: Improve the page and indicate the relevance for the phrase

Search engine optimization is all about indicating relevance. We indicate relevance using on-
page SEO best practices, which we’ll summarize here.
• Use the key phrase once in the page title
This is the <title> tag, which appears in the code, but not on the page itself. It does show up in
the browser tab and it’s often the clickable link in Google search results. If your site is in Word
Press, the titles may be managed within a plug-in such as Yoast.

Ideally, the target phrase appears at the beginning of the title and words of the phrase are kept
together, with no words breaking it up.
• Use the key phrase once in the header
This is the <h1> tag, which is generally the headline on the page.
• Use the phrase several times in the body text
There is no magic number for keyword frequency, but high ranking pages tend to be long, with
1500 – 2000 words. Remember, Google is a research tool built by library scientists. Google loves
text!

If your page is 1500 words, it’s likely that four to six instances of the phrase feel natural. If the
page is short, don’t try too hard to fluff it up by adding length. But make sure the phrase appears
at least once, all together as a “bonded” key phrase.

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Step 9: Improve the quality

Relevance is all within the context of quality. So here is the ultimate SEO trick…

If you want to increase your Google rankings, your goal is to make the best page on the
internet for that topic. Don’t try to trick a robot. Do try to help people find the information
they’re looking for.
Look for ways to make the page great. Add detail. Add examples. Add links to other great pages.
Add graphics. Add a video. Don’t just add keywords. It’s all about the reader. Make it a better
page in any way you can.

Step 10: Wait a few days and check your ranking

How’d we do? Ranking a bit higher? If you don’t see a change within a week, you probably
aren’t going to see a change at all.

In my experience, a few small changes can have a big impact on rankings, especially if the page
wasn’t well optimized to begin with.

The total time to find a phrase and update the page usually takes less than 10 minutes. And the
results are often visible within a few days. Here’s an example of an email I received a week after
going through these steps with a client…

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Experiment 2

Aim: Design a blog for the regular activity of your college.

A weblog or blog is a listing of text, images, or other objects that are arranged in
a chronological order that first started appearing in 1998. Blogs are often maintained and run by a
single individual, updated daily, or contain personal remarks about a topic, a personal ramble, or
an update on the person's life. Weblogs are like a personal journal, offering the user a way to
publicly discuss their life. It provides a personal way to learn more about people, events, places,
and people around the world.

1. Choose a blog topic.

The first step in creating a successful blog is to determine your topic. This should be
broad enough so you can write dozens (or hundreds) of articles about it, but also
specific enough to relate it to your business, purpose, niche, and industry. For
example, HubSpot has separate blogs for Marketing, Sales, and Service.

2. Pick a host.

Next, you'll need to pick a host for your business's blog. The (arguably) easiest way to host your
blog is to do it through the same software you're using to run your website.

For example, as a HubSpot CRM user, you'll have access to website creation, management, and
optimization, along with several other COS features including the blogging tool — HubSpot
allows you to run all aspects of your business, including your blog, from a central location.

Here's a list of some of the features you automatically get when you choose HubSpot to host your
blog:

• Free blog editor

• Blog scheduler
• Mobile optimization
• SEO optimization
• CTA creator
• Content collaboration
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• Content calendar
• AMP support
• Analytics

Another common way to host your business's blog is through WordPress — you can compare the
features you get when hosting your blog through HubSpot vs. WordPress here. Other popular
options include Wix, Bluehost, and Squarespace.

3. Register a domain, subdomain, and subdirectory.

Now, let's talk about your blog's URL structure — this is where necessary a discussion about
registering domains, subdomains, and subdirectories comes into play.

A domain name, also known as the root domain, is the text in a URL that identifies your website
— and, therefore, your business — for a web browser. For example, HubSpot's domain name
is hubspot.com.

Subdomains are a part of your root domain — they appear before the domain in your URL like
this: blog.hubspot.com. "Blog" is the subdomain.

Subdirectories are divisions of your domain that live on your website, but represent specific
pages on your website. For example, a subdirectory that'd take visitors to a specific blog post on
a website would look something like this: hubspot.com/blog/article-name.

Subdirectories can also represent certain types of content within a subdomain. For
example, blog.hubspot.com/marketing/article-name takes visitors to a marketing article on
blog.hubspot.com.

The option you choose for your blog has the potential to impact your organic ranking which is
why it's important to choose wisely. So, let's take a look at some of the implications related to
your organic ranking that come with these options.

Subdomains vs. Subdirectories

Subdomains are great for organizing a lot of content, including multiple content types. So, if you
have a large blog operation, this structure can help you over time. However, it does pass less
authority from your root domain in the short term.

Subdirectories often pass more authority from your root domain and subdomain. However, they
can make it hard to scale your content strategy over time since you need more subdirectories to
organize your content properly and protect your user experience (UX).

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4. Decide who will write and manage your blog.

Now it's time to think about headcount — who's writing, running, and managing your blog? And
who's accountable for each role within your blog strategy?
There are lots of moving parts when it comes to your blog — if you don’t create ownership
around each component, it'll be difficult to reap the benefits of a successful blog operation. We've
put together a list of some examples of the roles you need to fill to effectively implement a
blogging strategy.

Note: Depending on your resources and the size of your marketing team, you may find one
person holds responsibility for multiple roles.

• Blog article topic ideation

• Search engine optimization (SEO) and keyword research
• Facts, stats, examples, and personal stories
• Copywriting and editing
• Strategy and editorial calendar governance
• Creative
• Promotion
• Repurposing and updating

5. Write compelling and valuable content.

This step may seem like it's a given, but it's important to reiterate how critical it is for your blog
content to be both compelling and valuable to your readers. This plays a large part in how you're
viewed by your target audience, customers, competitors, and other industry leaders. It's also how
you're going to keep readers engaged and loyal to your blog.

Remember, it takes more time and energy to obtain new subscribers than to maintain current
readers. Plus, your current readers have the potential of becoming your brand advocates faster
than new subscribers do. So, focus on consistently producing content that captivates your
audience all while providing them with useful and worthwhile information so they stick around
for the long run.

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6. Design your blog.

Designing your blog in a way that entices your readers to regularly read (and hopefully, share)
your content is critical. You want your blog to look inviting and on-brand. It should be well-
organized, clean, and easy to navigate, all while meshing with your other marketing, branding,
and messaging. Your readers should know the blog they're looking at is published by your
company, no matter where or how they're reading it.

To do this, choose a theme that will remain consistent (unless your business goes through a major
rebrand and/ or change) throughout all of your blog articles. Depending on the host you choose
for your blog, you'll likely have several theme options that are both free and paid.

For example, HubSpot offers a marketplace of free and paid blog template options for you to
implement on your site. This way you can easily customize and edit your blog template to tailor
it to your business.

7. Include CTAs.

Are any of the reasons you're developing your business's blog to drive organic traffic to your
website, improve conversions, and boost sales?

That's great news — but to accomplish these goals, you'll need to include relevant calls-to-action
(CTAs) throughout your blog posts.

CTAs can be paid or free for your audience members. Either way, effective CTAs provide
readers with a level of value that they simply cannot pass up.

A CTA might share in-depth content and information with your audience on a specific topic. Or
maybe it includes a discount code or special deal on your product or service. A CTA could also
provide further training related to the subject of your blog article.

Check out this blog post if you're looking for some examples of clickable CTAs to insert in your
content.

Note: If you're a HubSpot user, the CRM offers a CTA creation tool to help you develop relevant
— and even personalized — offers to drive traffic to your landing pages and convert more leads.

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8. Determine the frequency in which you’ll share blog posts.

How many blog posts can you commit to scheduling? How often are you planning on producing
blog content for your audience?

You need to consistently produce blog articles to keep your audience engaged and interested.
This will also allow you to maintain your status as an active thought-leader and expert in your
industry. To do this, use an editorial calendar to manage and schedule your blog posts.

The beauty of creating this type of blogging rhythm and sharing that information via an editorial
calendar is that it creates a sense of accountability among your team of bloggers. It ensures all
writers and contributors have optimized for keywords, added CTAs, and edited their pieces by a
certain time and date. This way, you'll have a consistent stream of content your readers can get in
sync with.

Note: If you're a HubSpot CRM user, you already benefit from an editorial calendar built right
into the COS.

9. Launch your blog.

Now it's time to launch your blog! This is the exciting part — you finally get to share the content
you've been working so hard to develop. Put your blog content on it's corresponding landing page
on your website and send your email list of recipients their blog article(s). Share it via social
media and send it to members of your network as you see fit.

10. Track and analyze your blog’s success.

Remember to track and analyze the success of your blog over time. To do this, decide which
metrics matter most to you and your business. Once you understand how a specific metric
contributes to a positive outcome, then you'll be able to make your blogging strategy more
targeted.

Examples of blogging metrics you might track include:

• Number of readers and subscribers

• Number of page views per post
• Number of conversions
• Number of backlinks
• Number of referrals
• Overall traffic

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When applying these metrics to the goals you're looking to set, consider the following questions
to provide concrete targets that make sense for your business.

Does this goal help you achieve your purpose, or is there something more relevant we can aspire
to?

Is this goal aligned with the initiatives of other parts of our business?

Which metrics track the progress towards this goal? Are these metrics complementary or
counterintuitive?

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Experiment 3
Aim: Link different sites using cross linking.

What is cross linking?

So really simply if you create a link from one page on your website to another page, it’s a cross
link. Cross linking is about how to do this in a way that will help increase the rankings of a
particular page or set of pages.

If you do it right cross linking will:

• improve the relevancy of pages on your website

• help search engines understand your website’s structure
• give certain pages on your website more authority in the eyes of search engines

The most common practiced strategies for cross linking are- footer/sidebar links and in-content
deep linking. If you have links to your page (containing your keywords) from other domain
names, then this really works well with the search engines. This means that the key here is to
cross linking these sites, with related and relevant content and using keywords. This will get you
a higher rank for the keywords in question, and will benefit all your domains.

Step 1: Choose Long Tail Keywords

Long tail keywords are those that are very specific to an area of your business which people
would be searching for. For example: ‘estate planning for retired teachers’ is long-tail, since it is
much more specific than ‘estate planning’, and therefore the level of competition will be far
smaller than the short-tail version, giving you a greater chance of ranking well for it.

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Step 2: Create an Offer Around That Keyword.

The offer can be a checklist, eBook or another piece of downloadable content. From the example
above, a link from ‘estate planning for retired teachers’ could lead to an estate planning landing
page specifically detailing the needs of, and opportunities for this audience, and could include an
offer to request a free planning checklist for retired teachers.

Step 3: Create a Lead Capture Form.

It is important to place your downloadable content behind a lead capture form, requesting simple
information such as first name and email address only. This will allow you to measure your
results and track how effective your efforts are, as well as capture marketing leads to follow up
with people who requested more information.

Step 4: Link the “Most Viewed Pages” on your Website to your Offer Page:

Which pages on your website are currently getting the most traffic? Start by adding links to your
offer within those pages (where applicable). Pushing traffic from your strongest pages to newer
or lower-traffic pages will help to improve the search engine rankings of those lower-level pages.
In this example, we would be trying to drive traffic to the free planning checklist for retired
teachers landing page.

Step 5: Use Keywords in the Hyperlinks:

When you setup links, be sure to link directly from the keyword “planning checklist for retired
teachers” rather than using a generic phrase like “click here”. Using a relevant keyword in your
hyperlink is important; the keyword should say what the content is about and link to the page you
are trying to rank for. The search engines read this anchor text as well as the words around it to
determine how your links and pages should be indexed.

Step 6: Putting it into action:

Start with one downloadable offer and keyword phrase at a time so that you can see how the
tactics work. One of the biggest issues we see is that many businesses try so hard to ‘win’ at
search engine optimization that they completely overdo their keywords and confuse the search
engines (or worse, violate their terms). Be consistent and focus on linking to one page at a time.
Keep checking analytics to see how effective you are, and don’t overdo it – at the end of the day,

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your website MUST appeal to the person reading it, not just the search engines crawling your
content.

Here are the key pointers:

IP Address – This is a basic and right on the table signal that creates affiliation. So, to make sure
that engines consider your domains separate, you must have each domain you plan on linking on
its own unique C-Block or C-Class IP. When each domain name is hosted with a separate hosting
service, the search engines will not affiliate them. Also if possible register the domains to
different people.

Link Affiliation- If you have created sites just to cross link them together, then the engines will
surely get a whiff of the same, and you may be penalized by the engines too. The ‘link ring’ will
seem suspicious to the engines as well as the users. Make sure that you do not provide links form
and to your domains with a single keyword. For instance, if you always link to your spa-
massage-facial site with ‘dermabrasion’ as a keyword, and to your spa site with ‘aromatherpy’,
then the engines will get to know that your sites are affiliated. If all your sites are cross linked
with no other links from and to other/outside sites, you stand to be penalized by the engines.

Do Not Spam- even on your own sites. Do not link between every page and secondly keep the
number of links between sites at a minimum.

The Takeaways-

Cross linking can be really beneficial for you, if you have related sites. This will not only lead to
a better user experience, but also a chance of a better rank from the search engines. Stick to
quality and relevant content- stay away from over linking and you will be fine.

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Experiment 4
Aim: Using Search Engine Submission improve online recognition and
visibility of your website.
Search engine optimization still a great technique to increase your website traffic, brand
awareness, leads, sales and revenue. It’s an important element that should mix in your marketing
strategy and helps to boost your business.

1. Create an SEO audit

It includes the entire major SEO factor that helps you to determine the all performances of your
website. Use Google webmaster tool to identify errors like 404 errors, canonical errors, broken
links, redirects, and sitemap errors and fix them that might affect your search engine rankings.

2. Create a sitemap and submit your site to search engines.

Sitemap help you ensure that your pages are indexed by all search engines. There are two types
of sitemaps mainly used by the people 1st XML sitemap and 2nd HTML site map. So create
sitemap and submit into Webmaster tools. It will also help you monitor the health of your
website and identify errors.

3. Make your website mobile friendly.

According to Google mobile friendly update your site should be mobile friendly and easily
accessible for all mobile devices. So make your website and all WebPages mobile friendly.

4. Use long- tail keyword

Use long tail keyword according to your target geographic location. It will help you with local
search engine visibility and also helps you to reach your target audience. For example, if you are
using the title Inbound marketing service provider use Inbound marketing service provider in
USA

5. Use more relevant and engaging content

Content is the uppermost thing to attract your visitors. So write engaging and attractive content
with eye catching title tag. Your content should be unique, high quality and informative not self-
promoting.

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6. Use engaging and relevant images

Images play a vital role to increase your search engine visibility. Use relevant images with right
on-tag and Meta description on your pages and blog posts. To identify your existing images on
your website and blog you can use different search engine optimization tools like Screaming
frog.

7. Use social media

Nowadays, social media consider as the best platform to increase traffic and website visibility.
Working and implementing a good social media strategy is best for your work. So optimize your
website for all social media profiles. It can also helpful to understand your targeted audience.

8. Make engagement with the people who engage your content on social media.
Share your content on different social media channel. Interact with those people who like and
comment on your post. This conversation marketing tactic helps you get closer to your audience
and make more personal relationship with them.

9. Comment on relevant high authority sites.

Blog comments are the best way get backlink and make engagement and build relationship with
top bloggers. It will also helpful to drive quality traffic for your websites, improving brand
awareness, and even generate leads and sales for your business.

10. Optimize your reputation.

Optimizing your business or brand not only for search engines, but also for user, audiences and
customers, especially those that will appear on SERPs. Hence manage your online reputations.

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Experiment 5

Aim: Monitor traffic on your website using Google Analytics.

Why Track Website Traffic Sources?

As a marketer, there are many benefits of knowing the source of your visitors. Here are some
reasons for tracking your traffic sources:

• Better Understand Your Visitors – Tracking traffic sources can help you identify
your visitor’s geographic location and which channels they use, so you can better
understand them and provide targeted messages
• Measure Your Marketing Campaigns – If a campaign is built around driving traffic
then you can measure its effectiveness by tracking different traffic sources
• Focus on Channels for Best Results – By identifying which channel performed the
best in getting visitors to your site, you can focus on it more to get better results
• Find New Content Topics – People from different channels might be interested in
specific topics, so you can discover new content ideas by checking traffic sources for
each page
• Identify Traffic Gaps on Your Site – You can identify which channel doesn’t
perform well in attracting visitors, so you can optimize it as relying on a single source
can be risky for your site.

Step 1:

Login to your Google Analytics Account and click on “Admin” once you get to the dashboard.
(Located at the top of the page.)

Once there, look on the third column, under “View”, you will see “Goals.”

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Step 2:

Click on the red button that says “+ NEW GOAL”

You are limited to 20 goals and you can’t delete one once you’ve set it up (you can only edit)…
so choose wisely.

Some initial ones could be–

• Signed up for newsletter

• Purchased Product A

Step 3:

Choose a template–there are 4 main templates to choose from:

• Revenue: Used to track sales generated by a specific product or service; which requires
you to set a destination URL. Meaning, you have to assign a page that customers will be
directed to after they make a purchase. Be sure your online shopping cart easily allows
you to set the destination url after a purchase before attempting to set this up.
• Acquisition: Used to someone who creates an account or registers as a user on your
website.
• Inquiry: Use this to track inquiry level engagement on your site. In other words, you can
track metrics such as how many people visited your contact us page. How many people
downloaded a sales brochure? How many people contacted you via live chat?
• Engagement: Use this to track leads or opt-ins to your email marketing list. You will
need to use the thank-you page that your leads land on after opting in as the destination
urls.

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Step 4:

Setup Your Goal Description.

Goal Name: Name your goal something you’ll quickly recognize

Goal Type: There are four types of goals; URL Destination, Time on Site, Pages/Views, and
Event.

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• Destination: Use this goal to determine how many visitors reached a specific page on
your site. For example, how many people reached you thank you page after opting in.
• Duration: Use this goal to determine how much time your visitors were on a specific
page. For example, if you have a page with a 3-minute video on it, you can measure how
many people reached a goal of 3 minutes which could mean they watched the entire
video.
• Pages/Screens per session: One important metric for SEO is the average number of
pages your visitors visit while on your site. Measuring how many people reached a
minimum of 3 pages can help you to improve your SEO.
• Event: Use this goal to measure specific actions on your site such as downloaded a
brochure or watched a video.
• Case Sensitive: Are the URLs you entered above case sensitive? If so check this.
• Goal Value: If your goal completion has a dollar value, enter it here. Example: If your
product sells for $100 and you know that 20% of the people who visit the page will buy,
you could assign a $20 value to your goal. (NOTE: If you use the Ecommerce feature of
Google Analytics to track purchases, you won't need to enter a value here in most cases.)

You can also activate Goal Funnel tracking if you like. Once you're done, click “Save Goal.”
Finally, be sure to check your goal to make sure that it’s tracking correctly. You can see this
instantly in the Realtime “Conversions” report. (Or, when you're setting up your Goal, you can
click the “Verify Goal” link to double-check your setup).

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