 DIGITAL MARKETING - Promotes product or services or brands using digital

channels or electronic Devices.

 TRADITIONAL MARKETING -uses offline media to reach an audience.
Ex. newspaper ads and other print ads, but there are also billboards, mail advertisements, and
TV and radio advertisements.

2 TYPES

Internet marketing DM Non internet marketing TDM

promotes product or services or brands promotes product or services or brands
using digital channels such as Websites, using digital channels such as digital billing
search engines, email, social media boards, telemarketing, radio ads, tv ads etc.
platforms etc.….

SOCIAL MEDIA MARKETING – using social media platforms to promote product,

services or brand by creating content and sharing content engaging with the audience (people
or public) and running Targeted advertising Campaigns.

ADVANTAGES OF DIGITAL MARKETING –

Cost effective 24/7 Availability
Global wide reach Targeted audience
Real time analysis Better brand building

Branding Unique name or identifying company

product or service)
Marketing Involves Strategic planning research analysis and implementation of
various activities to promote
Advertising Creating and delivering and create brand awareness
Promotions Customer interest, engagement and purchase
Sales Interactions b/w seller and buyer

 TOOLS /PLATFORMS TO FIND TRENDING TOPICS-------

GOOGLE TRENDS, YOUTUBE TRENDS, TWITTER TRENDS, REDDIT, QUORA,
ETC……
  SEARCH ENGINE - online platform that allows user to search for information on
the internet by entering a specific keywords or phrases
EX- GOOGLE, BING, YAHOO, DUCKDUCKGO ETC, …
Or

A Search Engine is a software system that searches the webpages to find the answers
users. Search engine Having Four Strategies like

 SEARCH ENGINE WORKS IN 4 STAGES

CRAWLING INTERNET BOT
RANKING AND RETRIEVAL USER ENTER A SEARCH QUERY
INDEXING THEY GATHER INFROMATION
RESULT PAGE LISTING WEG PAGES THAT MATCH
THE QUERY

 URL- UNIFORM RESOURCE LOCATER Unique address that identifies a resource

in internet.

Protocol-call a website = http

Domain name (Online identity) – unique address of the website or sever that host the
resource.
http:// - prefix
www – subdomain
google – name
. com.org.net.in.in.co – extension
NAME + EXTENSION = DOMAIN NAME

WEBSITE - is a collection of webpages

WEBPAGE: Text + some information in the form of text, images, videos, some graphic
elements + Design

RANKING METHODLOGY OF SEARCH ENGINE RESULT PAGES

1. Keywords
2. Quality content
3. On page factors
4. Backlinks
5. Internal links
6. Page speed
 7. Site security
8. Local optimization
9. Tags

SEO – SEARCH ENGINE OPTIMIZATION

AS far my need /required to type in search engines (google /yahoo/bingo) as a data base give by
digital marketer …so we are going to get some kind of results then we perform SEO.

Or
SE- SEARCH ENGINE (GOOGLE, BING, DUCKCUCK GO, YAHOO)

 SEARCH ENGINE - online platform that allows user to search for

information on the internet by entering a specific keywords or phrases

OPTIMIZATION – THE CONNENT ACCORDING TO THE SERACH ENGINE

Shows through
SEARCH ENGINE RESULT PAGE (SERP)
OR
SEARCH ENGINE RESULT POSTION (SERP) according to the page result position

What is Seo?
 Search engine optimization
 Improving a website visibility in search engine result pages
 Getting results in organic /free/generic way.
 Non paid organic traffic to website.
Seo depends on Content is king content should me good+quality+unique+lengthy) we are
going to make top of the any result in any search engines.
 Time taking process, depends on coemption.
 3months – 5 months the relates are good and rank the website.

How the search engine will display the result?

It will display in the form of Snippets- a single search result consists of
 URL
 meta description
 website title in SERP.
SEO PROCESS INVOLVES KEYWORD RESEARCH, ON PAGE OPTIMIZATUION
(CONTENT AND HTML ELEMTS TITLE/META /H1) TECHINAL OPTI (WEBSITE
STRUCTURE AND PRFORMANCE, OFF PAGE (LINKKING BULIDING –
BLACKLINKS).

3 types
1. On page Seo
2. Off page Seo
3. Technical Seo
Combination of 3 SEOS classed as Ethical Seo/genuine Seo.

ON PAGE SEO /ON SITE SEO

 Doing Seo within the website
 Optimizing the content in website to rank in search engines.
Such as content / meta tags / headers, and images.
 Following some work ethics.
 Factors influence on page Seo
1. Quality content
2. Keywords & keyword density
3. Title
4. Meta description
5. Headings
6. Internal links and external links
7. Image and tag attributes

Why SEO is Important?

Ans:- SEO is Important because it helps Business Found in online. When People search
for Products, Services if They click on websites that rank higher in search results. SEO
can help to improve our website Ranking and increase visibility in Search Engine.
Example - Seo lo post and page everything in the website page lo services Unnati,

Hospital 1. Home
2. News
3. Specialties or departments
(lists of pages)
4. Doctors list(list of pages)
5. Patient info or success stories
6. Blog
(list of pages)
7. Contant or book an appointment
Marketing Agencies I. Home
II. About us
III. Services (list of Pages)
IV. careers
V. Blogs
VI. Contact

Pvt company Home

About us
Services (list of pages)
Portfolio
Blog
contact
Seo daniki cheyali – every thing in the website we see

 Quality content – should be informative engaging and useful for audience.

Content should be good+ quality+ lengthy unique
With keyword and proper title.
 Keyword and KW density –
Kw – is a word or phrase that people use to search for information on the internet
Users query. Or Group of charters

USING KEYWORD in our title tags heading, meta description, body text, navigation and
internal linking structure.

How to choose kw? – Should be relevance to topic or website, good search volume,
competition and intent to content (service / product).

Why Kw is important?
Increase the chance to appear higher in SERP.
Kw research Help in – targeted the audience, create content ranks well in search engines,
drive traffic to the website, track our Seo results, generate more leads and scales.

Types of kw?
 Short tail kw – high search volume and high coemption.
Example – shoes (short and generic)
 Medium tail kw – 2-3 words medium search
Ex - men shoes (
 Long tail kw – low search vol and best result
Ex- Black color men size 7

KEYWORD RESEARCH
-increase website traffic
-Improved conversion rates
-Reduced marketing cost
-Better understanding of our target audience

Some KW research tools are – GOOGLE KW PLANNER, SOOLVE, ANSWER THE

PUBLIC ETC...

KW ANALYSIS – a software tool that helps us to research and analyze the kw and
provide information like- search volume, coemption, related kw.
Find COMPETIOR RESERCH - Like – Aherfs, SEMrush, moz, kw finder, Uber suggest…

KW DENSITY- the number of times a specific targeted keyword appears on a webpage

compared to the total word count.
Total no of keywords/total no of words = Less than 2%

 TITLE
 Also known as title tag / SHORTEST description
 Its is the headline that appears on search result
 50-60 charters
 Use relevant KW in our title
 Make sure one title tag is unique.

 META DESCRIPTON
 Short text or snippet (single search result) of text that appears below title tag in
search results
or
 Short text that Describes the content of the page appears on SERP
 150-160 charters.
  Use Relevant KW
 Relevant to the content of our page

 HEADINGS
 Helps SE to understand the structure and content of our page
 H1-H6
 Only one H1 have to use for the page
 H2 and H3 are commonly used as subheadings

 Internal links and external links

 An internal link is a type of hyperlink on a web page to another page. on the same
website or domain.
 EXTERNAL LINK - Also known as an outbound link, an external link is a
hyperlink that leads to a page outside a particular website.

 IMAGE AND TAG ATTRIBUTES-

SEOs sometimes refer to alt text as “alt attributes” or “alt tags.”

Alt text can help improve your site's SEO performance by adding further relevancy signals to a
webpage. This helps Google better understand the context of an image to determine how to rank the
page.

Alt tag- text description of image and also helps to SE understand the content of the image.

Anchor text is the visible text that you see in a Hyperlink on a website. Readers click on
anchor text to visit from web page to another.
0R
Text we give link

What is text anchor?

The term “anchor text” refers to WORD WICH WE GIVE LINK

Hyperlinks - A link is indeed a gateway from one website to another.

AFTER DOING ON PAGE SEO CHECKLIST WHAY WE DONE BY CHECKING THE DATA IS PROPER
OR NOT

BY AN EXTESION CALLED – SEO QUAKE

WORDPRESS
PLUGIN – addition features / layers are added to the page
 YOAST SEO
 RANK MATH SEO
SLUG or permalink – small letters with ifun
or
the piece of the URL that comes after the domain name
A URL slug (also known as website slug) is the last part of the URL address that serves as
a unique identifier of the page.
Or
The permalink is the full URL you see – and use – for any given post, page or other pieces of
content on your site. It’s a permanent link, hence the name permalink
Or
Every webpage site unique url is called permalink/

TECHNICAL SEO
 Technical SEO is about improving your website to make it easier for search engines to
find, understand, and store your content.
 technical SEO can boost your visibility in search results
 To check the website performance and optimizing images to easy for search engines
to understand and index helps to rank in SERP.
 a tool called gtmetrix is used. (loading speed,PA,DA)

 PAGE SEO AUDI

1.WEBSITE PERFORMANCE

 IMAGE COMPRESSION – to save the bandwidth ( image proper size lo unnda

ledha ) Png are good and GIF are good

 Image SEO refers to the optimization of images to get more traffic from search engines.

 XML SITE MAPS – xtermable markup language

 tree like structure that shows complete website details and URLs with time and
date
 For any website must have XML sitemap that can help Google find your
webpages.
 An XML sitemap is a website file that lists the pages you want search engines to
index and provides them with extra information about your content.
  . HTACESS- hypertext access

 hypertext access, sensitive file - dont touch file….

 Rewrite engine rules…

 If a website is attacked / virus / …. This is the first infected file… / white screen /
website functionality is wrong…
 WordPress is easy…. & other platform… done with 3rd party tools
 Basic hidden file….

 ROBOT.TXT – allow, disallow google bot cannot to scan our website.

 Commands given by the user/agent

 OG portal – OPEN GRAPH protocol …. for Facebook (meta)

 Twitter cards 0- twitter

 Image compression to direct the image to SE.

 Text / HTML: more than 15% is highly recommended

 THEME change and proper Pugin installation and removing WP cache

 CANONICAL -
 Canonical tags are used in SEO to help search engines index the correct URL and
avoid duplicate content.
 Final version of URL.

 PAGE WEIGHT AND PERFORMACE

- Image size (kb)
- Embedded data – links from another website and SE
- Popup alerts
- Slides – gfs, graphic
If its is not in proper – the unnecessary bandwidth waste and effect the performance.
3.QUALITY CONTENT AND UIUX EXPERIENCE

Local SEO is the process of optimizing your online presence to increase local traffic, visibility, and
brand awareness.

Common local SEO tasks include:

Optimizing your Google Business Profile

Finding local keywords

Creating locally relevant content

OFF-PAGE SEO / LINK BULIDING STARTEGIES

Doing SEO outside of the website

 Off-Page SEO, also known as off-site SEO, plays a crucial role in our website visibility
and ranking on search engi0ne results page.
 (Backlinks) Link Building
Promote content on Social
Media Marketing
Reviews, Promotion

WHEN TO DO OFF PAGE SEO

 website must be completed

 on-page must be done
 everything in their website must do in the from of seo
 just to competitor analysis for top 10 results

 BACKLINK –
 Getting our website reference links from another website
 A Link from another website to your website its called backlink. backlink can increase
your ranking and improve visibility in search engine page, with the backlink you will
get more traffic in your website.

 Do follow backlinks pass link juice, helping the linked site gain authority and potentially
improve its search engine rankings.
 No follow backlinks, on the other hand, do not pass link juice and have no direct impact
on SEO
Before doing backlink

 300+ words/content
  Our information
 Use Trial and error method
 Make a record of your worksheet.

Ways to build backlink or linkbuliding used to improve website SEO

 Directory submission – our website to online directories
Ex- Justdial, Glassdoor, indiamart

 Social bookmarking – saving and sharing webpages on social media sites

Ex- reddit, Pinterest, tumbler, Digg

 Blogging –
 Guest posting
 Article submission
 Form submission

Domain Authority -

Page Authority –

Link juice- backlink + internal link + external link

GOOGLE ADS or GOOGLE ADWORDS

 Advertising platform that allows business to place ads on google SERP (link with
google platform websites run ads)
 Pay per click – bidding model
 Whenever user searched in a google string or charters revelent to the ads paly
PURPOSE OF GOOGLE ADS
 Helps the business to reach their target audience when they search for product or
services online
USED TO
 Driving traffic to a website (target their ads to specific Kw)
 Generating leads (track no of clicks, impressions)
 Increasing leads (campaign to run ads for few days)
 Improving brand awareness (exposing brand potential to audience)
 Building customer relationships
TYPES OF AD CAMPAIGNS ….
 Search Campaigns (revelated brand promote)
 Display Campaigns (visual ads appears on websites and apps image, text, video)
 Video Campaigns (uses video content to promote products, services, messages)
Skippable – user skip after 5 sec after the ADS play.
Non skippable – user can’t skip
 Shopping Campaigns (
 App Campaigns

 CPC – COST PER CLICK – total ad spend/ total measured clicks

 CPM – COST PER MILE – total ad spend / total measured ads * 1000
 CPV – COST PER VIEW – total ad spent / total measured views

CAMPAIGN STEPS
 Go To the Google Ads Website and Create an Account
 Create A Campaign Type – (name related to client)
 Set budget
 Choose Kw
 Write our ad copy
 Set bidding striges
 Review and lunch