DIGITAL

MARKETING
Search Engine Optimisation
 WHAT IS MARKETING?

Marketing can be defined as the action or business

of promoting and selling products or services.It
includes market research and advertising.

WHAT IS DIGITAL MARKETING?

Digital Marketing is one of medium through which

one can promote their products or brands via one or
more forms of electronic media. For example,
advertising mediums that might be used as part of
the digital marketing strategy of a business could
include promotional efforts made via the Internet,
social media, mobile phones and electronic Media.
Digital marketing is a broad term that refers to
various promotional techniques deployed toreach
customers via digital technologies
1.Organic search results are result listings for which
you don't spend money. You have to optimize your
website properly to get a good place in those listings.
E.g. in Google, 10 results appears on the single page
that is called organic search results.

2.Inorganic search results or paid listings or sponsored

listings are those for which you buy keywords to rank
for. E.g. in Google 2-5 results on the right hand side
and 2-3 results on the top of the page (usually with
light yellow background) are paid listings.

DIFF BETWEEN DIGITAL MARKETING VS

TRADITIONAL MARKETING

1.Traditional marketing includes all the advertising

methods that have been used in the recent past. This
may include business cards, print ads in magazines or
newspapers, posters, radio, television commercials,
brochures and billboards. Digital marketing may
include things such as a website, banner ads, social
media mentions, or
YouTube videos just to name a few.
 2.Traditional marketing creates limited awareness
about brands or products while
digital marketing is revolutionary marketing which
consists of advanced features. 3.Traditional marketing
a business can reach a specific target audience that
may not
have Internet access and this may be the only way to
reach a certain audience. In contrast to this, with
digital marketing a large targetaudience can be
reached. Small businesses can compete with bigger
ones as any size can gain access to a range of digital
tools.
Digital marketing with its objectives and importance.

Digital marketing, also called online marketing, is the

promotion of brands to connect with potential
customers using the internet and other forms of digital
communication

Objectives -

1: To Increase revenue - The primary goal of any

marketing strategy is ultimately to increase revenue,
and Internet marketing is no exception. Thankfully,
the Internet provides plenty of opportunities for every
business to improve their bottom line

2: To Build a brand -

This means not only establishing your logo and

company name in the minds of consumers, but also
what your company stands for
 3: To Improve local SEO -

Many small businesses, as well as companies focused

on increasing sales in a specific geographic region,
focus much of their marketing efforts on improving
their local SEO. This means optimizing various
elements on their sites in order to attract local
customers who are looking for the services they
provide

4: To Increase qualified traffic -

Every business owner wants to see numbers rise in

terms of visitors to their site and landing pages.
However, those numbers are meaningless if they
aren’t the right kinds of traffic.
 Importance -

Promote your brand, your products, your

business online
Since customers do their research online before
making purchases, it is essential to give your business
visibility and showcase your assets online

2 - Reach a wider audience

The ability for a site to reach a maximum number of
qualified buyers through a well thought out web
marketing strategy is important.

3- Reputation building technique

Your marketing levers, texts, graphics and other
elements on your website and networks combine to
help establish your brand image.
4 - Saves money
It can save you a lot of money with a well-designed
online campaign.
 Social Media Optimization and How to use it in favor
of Brand Building?

Social Media Optimisation -

Social media optimization is the process of improving
your social posts (or your whole social media strategy)
to achieve better results: faster follower growth, higher
levels of engagement, more clicks or conversions,
etc.Optimizing social media for business can involve
many different techniques and tactics that vary in
scope and complexity, Such as -

Basic improvements on an individual post level,

e.g., asking an engaging question in a post caption
or picking a more thumb-stopping visual
High-level improvements, e.g., redefining your
brand’s tone of voice on social media
 Benefits of social media optimization

Here’s what the right social media optimization tactics

can do for your social media efforts:
Grow your followers at a faster rate
Understand your audience on a deeper level
Increase brand awareness on social media
Improve reach on social media
Improve the quality of your leads from social
media
Sell more of your products and services through
social channels
Increase your engagement rate
 social media optimization areas (and techniques to
improve them)
To the untrained eye, a brand’s social media presence
might seem effortless, but there’s a lot that goes on
behind the scenes to ensure that social media accounts
are being used as effectively as possible.There are 5
key areas to focus on in your social media
optimization strategy:
1. Engagement
2. Follower growth
3. Conversions
4. Accessibility
5. Overall performance
 Off site optimization.
different techniques involved for off-site SEO.

"Off-page SEO" (also called "off-site SEO") refers to

actions taken outside of your own website to impact
your rankings within search engine results pages
(SERPs) and to influence how people discover and
engage with your content.

Techniques :-

1.Guest Posting -
Guest posting is a popular off-page SEO technique for
writing and publishing content on someone else’s
website or blog. It involves collaborating with other
website owners or bloggers to contribute valuable
articles or posts relevant to their audience.
 2. Press Release -
PR (Press Release) is a powerful off-page SEO
technique that involves crafting and distributing
newsworthy announcements or information about
your business to media outlets and online platforms.
Press releases are designed to generate media coverage
and public interest in your company, products,
services, events, or any significant developments
related to your business.

3. Social Bookmarking -
Social bookmarking is one of the best ways to get
visitors instantly. However, there is a long debate to
use it or not. StumbleUpon, Delicious, Digg, and
Reddit are a few of the top social bookmarking sites.
If you are going to use it, be sure to write an eye-
catching tagline with quality content inside to get a
boost in your article.
 4. Question and Answer Submission-
Writing great content and giving it to the right people
can be one of the best ways to build your authority on
different question-and-answer websites like Stack
Overflow, Quora, and Yahoo Answers. Pick a high-
authority and relevant platform, search for your niche
and related questions, and answer them in a way that
adds value to the question.

5. Forum Submission-
Forum submissions are another effective off-page SEO
technique you can use to spread the word about your
website. Most forums allow users to create profiles, so
you must take time to fill out yours with accurate
information.
Differentiate between off page SEO and On page SEO.

Off-Page SEO
1.Off-page SEO includes link building, increasing
link popularity, search engine, link exchange etc.
2. In off-page SEO we will use direct linking.
3. Techniques that are used in off-page SEO.
Influencer Outreach.
Contribute as Guest Author.
Social Media Engagement.
Social Bookmarking Sites.
Forum Submission
4. Factors that impact Off-page SEO are as follows-
Social Media
Backlinks
Mentions
Google Business Profile (earlier Google My
Business)
 On-Page
1. On-page SEO includes providing good content,
good keyword selection, putting keywords in correct
places, giving an appropriate title for every page, etc.

2. On-page SEO we will use internal linking.

3. Techniques that are used in on-page SEO.

Publish high-quality content.
Optimize page titles and meta descriptions.
Optimize page content.
Headings and content formatting.
SEO Images and other multimedia elements.
URL optimization.
4.
Factors that impact On-page SEO are as follows-
Internal Linking
Mobile Friendly
Navigation
Content Quality
Meta Descriptions
 PageRank (PR) is an algorithm used by Google
Search to rank web pages in their search engine
results

A search engine results page (SERP) is the list of

results that a search engine returns in response to a
specific word or keyword phrase query
 Effective Ways of social media optimization
Here’s what the right social media optimization tactics
can do for your social media efforts:
Grow your followers at a faster rate
Understand your audience on a deeper level
Increase brand awareness on social media
Improve reach on social media
Improve the quality of your leads from social
media
Sell more of your products and services through
social channels
Increase your engagement rate
 Definations -

1.PPC - PPC stands for pay-per-click, a model of

digital advertising where the advertiser pays a fee
each time one of their ads is clicked.

2. CPM - (in online advertising) cost per mille (the

amount an advertiser pays a website per one thousand
visitors who see its advertisements).
3. CPC - Cost per click (CPC) is an online advertising
revenue model that websites use to bill advertisers
based on the number of times visitors click on a
display ad attached to their sites

4. CPA - Cost per acquisition (CPA), also referred to

as “Cost per action” is an online advertising costing
model where the advertiser pays for a specified
acquisition
 Concept and importance of Backlinks.
Differentiate between Do Follow and No follow
back links

When a website links to another website, there are two

ways the website can be linked. The first way being a
dofollow link, and the second way being a nofollow
link. Although both types of links achieve the same
goal of linking from the origin site to the destination
site, they tell the search engine two different things.
Link building is the most popular off-Page SEO
method. Basically by building external links to your
website, you are trying to gather as many ‘votes’ as
you can so that you can bypass your competitors and
rank higher. For example if someone likes this article
and references it from his/her website or blog, then
this is like telling search engines that this page has
good information.
 Let’s discuss the differences between,
and the use cases for dofollow and nofollow
backlinks.

What is a Dofollow Backlink?

A dofollow link is a link that helps in terms of SEO by
passing the authority of the origin site to the
destination site. This passing of authority is called,
“link juice.” Acquiring dofollow backlinks will help
improve a website’s domain authority, or domain
rating, which in turn, helps to improve keyword
ranking.
By default, links are dofollow, so there is no need for
rel=”dofollow” when linking to a website.

What is a Nofollow Backlink?

A nofollow link, or backlink, is a link which does not
pass authority on to the website it is linking to. These
links do not help in terms of SEO.
To make a link nofollow, add rel=”nofollow” to the
code when linking to a website.