Digital Marketing
Why, How and what!

What is Digital Marketing? And Why do you need to
know about it.

What is Digital Marketing
Search Engine Optimization (SEO)
Paid Advertisement
Email Marketing
Social Media Marketing
Conversion Optimization
Data Analysis

SEO - Search Engine Optimization
Search Engines
Google
Yahoo
Bing
Etc.
SERP - Search Engine Ranking
Position
Keywords ????
Search Engine Optimization (SEO)

Ranking Factors
SEO is the process of optimizing the online content, so that a search engine
likes to show it as a top result for searches of a certain keyword.
93% of online experiences begin with a search engine, 68% of which use Google to do so.
first 5 results in Google get 67% of all clicks.
Google uses over 200 ranking factors ( These may be more as Google
guards their Search Algorithm pretty well)
On Page Optimization
Off Page Optimization

On Page optimization
Page Titles, Meta Description, SEO friendly URLs
Image SEO(File name, File Size, Alt Text)
Mobile friendliness, Website Speed
404, Custom 404 pages
301 Redirection
Duplicate Content(Canonicalization)
OG Tags, Twitter Cards, Structured data

Page Title, Meta Description, SEO friendly URL
1. Title Tags - Title of the webpage
2. Meta Description - Description of the webpage
3. SEO friendly URL - Describe the webpage, help visitors to find out where
they are on the site
a. Best Practices - Not use underscores, numbers, special characters
Tools:
1. http://www.seomofo.com/snippet-optimizer.html

Image SEO(File Name, File Size, Alt Text)
1. Name your image descriptively
2. Add alt text to the images
3. Reduce the file size of your images
Tools:
1. https://wordpress.org/plugins/wp-smushit/

Mobile Friendliness and Page Speed
1. Improve user experience
2. Increase mobile visibility
3. Ranking factor and Improve brand loyalty
Tools:
https://www.google.com/webmasters/tools/mobile-friendly/
https://testmysite.thinkwithgoogle.com/
https://developers.google.com/speed/pagespeed/insights/
https://tools.pingdom.com/

404 Errors and Custom 404 pages
Usually, when a visitor requests a page on a site that doesn't exist, a web
server returns a 404 (not found) error.
Soft 404 Errors: When a Website return a real page for a URL that doesn't
really exist.
1. Don’t redirect user to home page or any other page instead create
custom 404 page. Eg. https://www.purdueguru.com/abc

Redirects
301 Redirection Vs 302 Redirection
Hi Mr Search Engine; I am working on my webpage and I want you to
temporarily check this page, after few days my original page will be back.
Hey, Search Engines: My page is no longer here, and has permanently moved
to a new page. Please remove it from your index and pass credit to the new
page.

Duplicate Content (Canonical tag)
I have multiple versions of this page (or content), please only index this
version. I'll keep the others available for people to see, but don't include them
in your index and please pass credit to my preferred page.
Suppose you have two pages A1 and A2 with Same content and you want to
give preference to A1 page then canonical tag for A2 page.
<link rel="canonical" href="https://example.com/A1" />

Open Graph, Twitter Card and Structured data
Open Graph(OG): Open graph meta tags allow you to control what
content shows up when a page is shared on Facebook.
Twitter Card: Twitter cards enrich your tweets with additional content,
media and calls to action.
Structured data is a way for publishers to highlight content on their web
pages to help search engines know exactly what certain words relate
to, such as product review scores or addresses.

Eg.

Robots.txt
Robots.txt is a text file to instruct robots (typically search engine robots) and
let them know which Web pages of your site they should index or which Web
pages should be ignored.
Block all web crawlers from all content
User-agent: *
Disallow : /
Block a specific web crawler from a directory or folder
User-agent:Googlebot
Disallow: /directory/

Noindex, Nofollow
Noindex : A Noindex tag tells search engines that the relevant page should
not be indexed in their search results.
<meta name="robots" content="noindex">
Nofollow : If you don’t want search engines to follow links on your page you
need to add a Nofollow to the command.
<a href="http://www.example.com/" rel="nofollow">Anchor Text</a>

Google Analytics, Google Webmaster(Search
Console)
Google Analytics: Google Analytics tool provides full website traffic
statistics including total visits, average time on site, and bounce rate. When
you want to know how people are finding your site and how they are
engaging with it, Google Analytics can tell you.
Google Webmaster : Google Webmaster tell you about technical problems
with your site, such as an increase in 404 (not found) errors.

XML Sitemap
Sitemap is a list of pages on a website that is accessible to all users. An XML
sitemap is a way for website owners to tell search engines about all the pages
that exist on their website.

TIPs for developer
External links should be open in new tab
Canonical issues for multiple versions
Non users facing pages, make them non indexed.
Add 301 redirects to old pages
Add Google Analytics code to head section of the website
Whenever you move site from staging to live, or move live to staging, make
sure robots.txt is correct
Whenever you remove or add new pages, update XML sitemap

Tools
Audit
Semrush
Webceo
Social media post mangement
Hootsuite
Tweetdeck
CRO
Hotjar

Type of Projects / Clients
New projects with Design and development (CMS)
SEO is non negotiable, It is part of our standard quality control process.
Redesign
If Client is moving domain name or redesigning site with new page addition or removing few
page, Then he should know the impact of this on the SEO of the website. These can
impact the ranking
Module or Part of Site updates
If any new pages is being introduced or any page is being removed

Do remember, SEO is part of the Standard Quality
Process of Rubico, we do SEO friendly development
Thank You