E-Commerce and Digital Marketing

HME 733
Dr. Payal Sharma
School of Basic Sciences
Indian Institute of Information Technology Una
Himachal Pradesh
 Stage 3: Off-Page Optimization

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 Off-Page Optimization
• The purpose of off-page SEO is to improve your website ranking,
based on the amount and quality of links coming into your site.
• The main off-page techniques you can use to maximize your site's
SERP ranking.
• The various forms of links and be able to distinguish among them.
• Content marketing and its influence on off-page optimization.
• The potential factors within link building that can cause problems and
penalization.

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 Link Formats
• There are four different link formats you need to need to know about.
• Choose them wisely—your off-page SEO could be helped or hindered
depending on the format you use.
1. Uninformative link.
• A link that says something like click here is an uninformative link.
• they are a definitive call to action.
• be more descriptive, so that both customers and search engines know where
they're being linked to.

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2. URL link.
• Don't just link to the homepage, find the most relevant page and link to that.
3. Topic link.
• A link such as hair care is a topic link; it's a good way of linking to sites that
contain the same subject matter as the page the user is on.
4. Keyword link.
• A link with keywords, such as hair styling with Vidal Sassoon, is a keyword link.
• This is an excellent way of inserting keywords into your anchor text for an SEO
boost.

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Content Marketing
• The next phase of your link building strategy is content marketing.
• This involves creating and sharing valuable, informative, and
entertaining content with the aim of attracting customers onto your
site—in order to drive sales and conversions.
• Articles, case studies, infographics, and videos are among the popular
media used—so start thinking about how you can inform, educate
and solve problems for your customers.

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• Content Marketing
• Having an article recognized and shared will help build credibility
within your industry, increasing ranking and your domain authority.
• Aim to be an expert in your niche, so that people will immediately
think of your site and link to it when that topic arises.
• For content marketing the same rules apply.
• Make sure to on-page optimize your content fully—with keywords,
meta tags, headings, and so on.

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Social Sharing
• The fourth element of off-page optimization involves getting people
to share your content across their social media networks—in other
words, social sharing.
• You probably will have already seen social-sharing buttons while
surfing the web.
• They facilitate free advertising for your site, increase your digital
footprint, and generate brand awareness at the hands of your
customers.

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• Social Sharing
• Conveniently placed Twitter, Facebook, and LinkedIn share buttons
should be positioned throughout your site to allow customers to
share your content quickly and easily across their networks.
• Algorithms are placing increasingly more emphasis on popularity as a
ranking factor, to help them distinguish between quality content and
poor content.
• As with inbound links, the more shares you get, the better!
• The ideal scenario is to have many individual sites linking to you,
rather than having few websites generating lots of links.

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• Aim to become that top-dog authoritative site that people will spend
countless hours chasing for links.
• It does involve working from the ground up, but the benefits are
worth the effort!

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 Different types of SEO
• White hat SEO – It is the most popular SEO technique that utilizes
methods and techniques to improve search engine rankings of a site
which do not run afoul of search engine guidelines.
• White hat SEO uses techniques like high-quality content, link
acquisition, website HTML optimization, and restructuring.
• With White hat SEO, you can expect a long-lasting growth in your
rankings.

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 Different types of SEO
• Black hat SEO – It exploits the various weaknesses in the search
engines algorithms to get high rankings.
• The Black hat SEO is not in accordance with the SEO guidelines set by
search engines.
• Some of the black hat SEO techniques are keyword stuffing, link
spam, hidden text, hidden link.
• Using these techniques, you can expect unpredictable, quick but
short-lasting growth in rankings.

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 Different types of SEO
• Grey hat SEO – Grey hat SEO is neither black nor white, it rather
combines both.
• It is a transformation from black SEO techniques to white SEO
techniques and from white SEO techniques to black SEO techniques.

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 Stage 4: Analyze
• At this stage you need to be aware of the volume of traffic coming
into your site, where it's coming from, what the users are doing there,
what keywords or content is bringing them in, and what pages are
driving or expelling conversions.
• Luckily, there are tons of analytics tools to help answer all these
questions—Moz and HubSpot are great, but Google Analytics is
definitely the most highly regarded.
• It's free, has a huge variety of highly detailed data, and is easy to
digest.

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• Once you have compiled a detailed criteria report of your findings,
you can then measure your SEO successes or failures, using these
three KPIs:
• 1. Position. Where are you ranking in SERPs? This KPI is significant
because it shows the effectiveness of the SEO measures you've
applied to get good search positioning, based on relevant search
terms. Your position can be gauged by using SEO tools like Google
Search Console and Moz.

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2. Traffic. What traffic is coming in, where is it coming from, and what
content is being visited? This KPI measures the search volumes
achieved for relevant terms and is the basis for calculating conversions.
Use GA to review traffic source reports, visitor numbers, and the
volume of traffic achieved based on the keywords selected.
3. Conversion. Is your organic SEO creating conversions? This is another
important KPI because it relates the volume and relevance of your
search traffic with some predefined objectives. Using GA, you can find
conversion information to measure goals achieved, sales, leads, and
inbound calls.

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