SlideShare una empresa de Scribd logo
1 de 47
Descargar para leer sin conexión
Digiral marketing bibners guid Book By ankit mohapatra
1
A Beginner's Guide Book
On
Digital Marketing
By-Ankit Mohapatra
2
Preface
The world of digital media is changing at an outstanding pace. Its constantly evolving technologies, and
therefore the way people are using them, are transforming not just how we access our information, but
how we interact and communicate with each other on a global scale. It’s also changing the way we elect
and buy our products and services. People are embracing digital technology to speak in ways in which
would are inconceivable just a couple of short years ago. Digital technologies are not any longer the
preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their
everyday lives. From SMS updates on their favorite sports teams, to a free video call with relatives on the
opposite side of the world , to collaborative online gaming and far , much more: ordinary people – your
customers – are beginning to use digital media without giving it a reconsideration .
The global online population was around 1.3 billion at the top of 2007. Projections suggest that figure will
hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and
therefore the widespread availability of always-on broadband connections means people are now logging
on daily to try to to everything from checking their statement, to buying their groceries, to playing games.
What makes this digital revolution so exciting is that it’s happening immediately. We’re living through it,
and that we have a singular opportunity to leap in and be a part of this historical transition. In the pages
that follow we’ll take you on a journey into the planet of digital marketing. We’ll show you ways it all
started, how it need to where it's today, and where thought leaders within the industry believe it’s heading
in the future. Most importantly of all we’ll show you – during a practical, no nonsense way – how you'll
harness the burgeoning power of digital media to drive your business to the crest of this digital marketing
wave, and the way to stay it there.
This book will:
 assist you and your business to settle on online advertising and marketing channels which will get
your ideas, products and services to a huge and ever-expanding market;
 offer you that elusive competitive edge which will keep you before the pack;
 future-proof your business by helping you to know the origins of digital marketing and therefore
the trends that are shaping its future;
 offer you an idea of the size of the web marketplace, the unfolding opportunities and therefore the
digital service providers who will help your business to capitalize on them;
 provide practical, real-world samples of digital marketing successes – including leading brands that
became household names during a relatively short space of time;
 Offer insight through interviews, analysis and contributions from digital marketing experts;
 Ultimately, give you the tools you need to harness the power of the internet to take your business
wherever you want it to go.
3
Chapter-1
Basics
Of
Digital Marketing
What is Digital Marketing?
Digital Marketing is Promoting Business Using digital platforms or channels .Digital
4
platforms are Media and Internet. Here in this book we only learn using Internet as the
channel or media to promote Business.
One of the huge advantages that digital advertising has promised marketers is the ability to
target audiences more precisely and deliver personalized content and creative. Whilst TV,
billboards, print and radio can reach mass audiences at scale, highly targeted digital
advertising gives marketers the opportunity to drive relevance and accuracy that no other
media can match.
Benefits of digital marketing-
These are just some of the many digital marketing benefits:
 Constant online presence
 Cost-effective
 Provides instant and highly measurable results
 Delivers an excellent return on investment (ROI)
 Provides a straight communication route between you and your customer
 Reaches potential customers during the early stages of the buyer’s journey
 Can interact with targeted audiences in real time
 Highly targetable
 Offers personalization capabilities
 Has a global reach
History of Digital Marketing-
The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform
allowed users to find the information they wanted but did not allow them to share this
information over the web. Up until then, marketers worldwide were still unsure of the
digital platform. They were not sure if their strategies would work since the internet had
not yet seen widespread deployment.
In 1993, the first clickable banner went live, after which Hot Wired purchased a few banner
ads for their advertising. This marked the beginning of the transition to the digital era of
marketing. Because of this gradual shift, the year 1994 saw new technologies enter the
digital marketplace. The very same year, Yahoo was launched.
Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo
received close to 1 million hits within the first year. This prompted wholesale changes in
the digital marketing space, with companies optimizing their websites to pull in higher
search engine rankings. 1996 saw the launch of a couple of more search engines and tools
like HotBot, LookSmart, and Alexa.
5
1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo
brought to the market Yahoo web search. Two years later, the internet bubble burst and all
the smaller search engines were either left behind or wiped out leaving more space for the
giants in the business. The digital marketing world saw its first steep surge in 2006 when
search engine traffic was reported to have grown to about 6.4 billion in a single month. Not
one to get left behind, Microsoft put MSN on the backburner and launched Live Search to
compete with Google and Yahoo.
Then came Web 2.0, where people became more active participants rather than remain
passive users. Web 2.0 allowed users to interact with other users and businesses. Labels
like ‘super information highway’ began to be applied to the internet. As a result,
information flow volumes –including channels utilized by digital marketers- increased
manifold, and by 2004, internet advertising and marketing in the US alone brought in
around $2.9 billion.
Soon, social networking sites began to emerge. MySpace was the first social networking
site to arrive, soon followed by Face book. Many companies realized all these fresh new
sites that were popping up were beginning to open new doors of opportunities to market
their products and brands. It opened fresh avenues for business and signaled the beginning
of a new chapter to business. With new resources, they needed new approaches to promote
their brands & capitalize on the social networking platform.
The cookie was another important milestone in the digital marketing industry. Advertisers
had begun to look for other ways to capitalize on the fledgling technology. One such
technique was to track common browsing habits and usage patterns of frequent users of the
internet so as to tailor promotions and marketing collateral to their tastes. The first cookie
was designed to record user-habits. The use of the cookie has changed over the years, and
cookies today are coded to offer marketers a variety of ways to collect literal user data.
Products marketed digitally are now available to customers at all times. Statistics collected
by the Marketing tech blog for 2014 show that posting on social media is the top online
activity in the US. The average American spends 37 minutes a day on social media. 99% of
digital marketers use Face book to market, 97% use Twitter, 69% use Pinterest and 59%
use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of
Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of
luxury brands have a presence on Pinterest. The top three social networking sites used by
marketers are LinkedIn, Twitter, and Facebook.
What is Internet Marketing?
Internet called as Collection of websites. Through Internet marketing we can promote a
6
business in various websites.
Examples:
Google.com
Facebook.com
Digitechankit.in.net
Youtube.com ETC,
Internet Marketing is divided in to two types-
1. Intent Base Marketing
2. Identity Base Marketing
What is Intent Based Marketing?
Intent marketing is any kind of marketing that aims to meet an end user or prospect’sintent
that is, what they really want or need in that moment. Intent marketing is especially
powerful in search marketing, whether paid or organic, because content is so often targeted
at keywords, which (as long as they’re not super broad) reveal tons of intent. Well-defined
audiences also reveal some intent, but the timing may be off –
For example-
New mothers are often in need of diapers, strollers, etc., but not all of them and not all of
the time. People googling the phrase “diaper delivery,” on the other hand, are definitely in
the market. That’s what we mean when we talk about intent.
What is Identity Based Marketing?
In this type of marketing the advertiser push the product or the business users based on
their interests, demographics, behaviors etc.
7
The advantages of identity-based targeting?
Good advertising always starts with a clear objective. For brands looking to build mass
reach and frequency to drive awareness, broadcast media is a highly effective channel.
However, for brands looking to drive brand consideration and purchase, digital can play a
very important role.
Identity-based targeting, also known as Custom Audiences (Facebook), Tailored Audiences
(Twitter), Customer Match (Google) or Advertiser Audiences (Amazon), enables
advertisers to deliver laser-targeted ads to their existing customers within different
channels. If these customers have been identified as more likely to purchase, then you can
make more efficient use of your ad spend and maximize ROI.
The opportunity to reach existing customer means that marketers can optimize towards
relevance and be more accurate with the audiences they’re targeting. This helps reduce
wastage and means that content and messaging can be more accurately personalized.
8
Identity-based targeting also allows marketers to create lookalike audiences; new
audiences who share similar behaviors and characteristics with existing customers. From
the basis of an initial set of existing customers, marketers now have the opportunity to
expand their custom audience lists further and achieve relevance at scale.
What is Zero Moment of Truth (ZMOT)?
Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the
Internet has changed how we decide what to buy. At Google, we call this online decision-
making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the
moment in the buying process when the consumer researches a productprior to purchase.
What is marketing funnel?
It is a set of steps a user takes before making a purchase. The marketing funnel is
visualization for understanding the process of turning leads into customers, as understood
from a marketing (and sales) perspective. The idea is that, like a funnel, marketers cast a
broad net to capture as many leads as possible, and then slowly nurture prospective
9
customers through the purchasing decision, narrowing down these candidates in each stage
of the funnel.
10
What Are The Three Types Of Digital Media?
To run a successful business today you need a strategic digital marketing plan to make sure
your branding and marketing will reach as many existing and potential customers as
possible.
There are 3 types of digital media:
 Owned Media: Any online asset that you control like your website or social media
channels
 Paid Media: Promoting your online content to improve traffic to your owned media
assets
 Earned Media: Customers recommending you by word of mouth or through social
media
11
Owned Media
Owned media is any online asset that you control and direct, and which is unique to your
brand. These types of digital media platforms include your website, blogs, social media
channels, mobile site, info graphics and eBooks.
If you optimize any of your owned media for search engine marketing, your brand will be
present when and where prospective customers search for topics relevant to what you’re
offering.
The more owned media you create, the more visible your brand will be. This will make
your brand authoritative, increasing your ranking on search engine results pages.
And, if your content appears on the first page of search engines, this means your owned
media sites will attract higher engagement and shares. This also means you’re gaining
earned media (more on that below).
Owned media offers you the opportunity to control the conversation surrounding your
business. This enables your brand to maintain an ongoing and appealing conversation.
However, your digital content strategy needs to focus on being informative, relevant and
valuable. If you publish content that has no value or is insincere, your customers can
change the channel and stop listening.
To make the most out of owned media, you must be committed to delivering valuable
content consistently to maintain the trust and build a loyal customer base.
Paid Media
Paid media involves promoting your online content to improve traffic to owned media
assets, which drives earned media. It includes display ads, paid search ads, Facebook ads,
and commercials.
Although paid media is an expense for your growing brand, it exposes your content to a
wider audience. If you use paid media strategically, you’ll drive the right customers to your
owned media assets. Paid media gives you explicit control over who sees your business’s
advertising.
Having said that, using paid media can be daunting. The platform is already cluttered,
which means consumers can easily overlook your advertisements. Also, with new
technology, it’s easy for consumers to block your ads, which lowers their responserate.
Paid media has less impact on organic search results compared to owned and earned media.
However, digital media advertising can offer significant and measurable results within your
search campaigns, supporting your overall digital marketing strategy.
12
Earned Media
Earned media is free advertising generated by your customers. It’s when customers become
the channel of your marketing by word of mouth or through social media, personal blogs,
reviews, testimonials, shares, or reposts recommending your products or services.
This form of recommendation or review is the best endorsement your brand can have. In
fact, more than 90% of consumers worldwide say they trust word of mouth or
recommendations from family and friends more than any other form of advertising. Also,
positive remarks from customers are more trusted than your advertisements because
customers have nothing to gain from praising your brand.
What your customers say about your products or services is as important as who says it.
For instance, if you attract the attention of top influencers in the industry, this will improve
your authority in the market and your search engine rankings will improve.
Earned media is an effective way to grow your brand while cutting down your customer
acquisition costs. However, you have to track it regularly because you don’t have complete
control over what’s being shared and said about your brand.
To get the most out of earned media, you must have a response plan to handle negative
feedback. Sometimes, negative earned media can offer you the chance to display excellent
customer service skills, turning a crisis into an asset.
Strong organic rankings on search engines and high-quality content are the forces that drive
earned media. This means the content you publish should be informative and valuable to
generate earned media.
You have to diversify your digital marketing media to achieve success. Once you are able
to master these 3 types of digital media, your company and brand will have a powerful
digital marketing strategy. But without a clearly defined plan and set of goals, your
business will drift aimlessly along with no clear roadmap for where you’re heading.
13
14
What Are The Advantages Of Internet Marketing?
The advantages of internet marketing are as follows:
1. Large audience.
2. Inexpensive.
3. Availability of various options making it convenient for the customer to research
through products and services available and then makes a purchase.
4. Statistics can be measured more easily due to availability of various tools.
5. Various advertising methods available such as:
 Pay per click
 Pay per Impression
 Pay per play
 Pay per action
6. Trends of e marketing and their results can be studied easily.
What Are The Limitations Of Internet Marketing?
The limitations of internet marketing are as follows:
1. As the products and services offered are not tangible they cannot be touched, tasted
or smelled before purchasing.
2. The quality and authentication of the product and services offered online cannot be
confirmed and thus uncertainty always persists.
3. Productseen online at times differs from what is finally delivered.
4. As the products are delivered by carriers the resin a huge dependency on courier
companies which might delay the delivery or lead to productdamage while
transaction.
5. To purchase productonline personaldetails need to be entered such as card details
and personal information which are vulnerable to leaks.
15
Chapter-2
Basics
Of
Search Engine optimization
What is a SearchEngine?
A search engine is a web-based software system which is developed to search and
locate relevant information on the World Wide Web according to the query put into
the search box. Search engines generally answer the queries entered by the users and
give them a list of search results.
Following is the picture of the search box of Google where one can put any query
16
for a search to start:
Examples of Search Engines: Google, Yahoo ,Ask, Bing, MSN, Baidu , Ya ndex ,Duk-
Duk-boo etc
How search engine works?
Search engines work by crawling hundreds of billions of pages using their own web
crawlers. These web crawlers are commonly referred to as search engine bots or spiders. A
search engine navigates the web by downloading web pages and following links on these
pages to discover new pages that have been made available.
After submitting website to Search engine there are 3 steps:
1. Crawling
2. Indexing
3. Reserved & Ranking
17
What is a Bot, Crawleror Spider?
Bot/Crawler/Spider is a software used by Search Engines, which collects documents
from the web to build a searchable index for the Search engine. Every search engine
has their own Bot or software to crawl the World Wide Web.
What is Web Crawling?
This is the means by which search engines can find out what is published out on the
World Wide Web. Essentially, crawling is copying what is on web pages and repeatedly
checking the multitude of pages to see if they are changed and make a copy of any
changes found. The programs which have the job of doing this are variously referred to
as robots, crawlers, spiders or some variation using ‘web’, e.g. web crawler
What is Indexing?
Once a spider has crawled a web page, the copy that is made is returned to the search
engine and stored in a data center. Data centers are huge, purpose built collections of
servers which act as a repository of the all the copies of web pages being made by the
crawlers. The repository of web pages is referred to as the ‘Index’, and it is this data store
which is organized and used to provide the search results you see on the search engine.
Indexing is the process of organizing the masses of data and pages so they can be searched
quickly for relevant results to your search query.
What is SearchEngine Algorithm?
The algorithm is a very complex and lengthy equation which calculates a value for any
given site in relation to a search term. We don’t know what the algorithm actually is,
because search engines tend to keep this a closely guarded secret from competitors and
from people looking to game the search engine to get to the top spots.
18
What is SERP?
A Search Engine Result Page or SERP refers to the page that is displayed when a specific
search query is entered to the search engine. Apart from showing a list of organic results,
SERP might also include advertisements.
What is Organic and Paid Listing/Result?
A ‘search engine organic listing’ refers to the natural or unpaid listing of a website on a
search result page. Organic listings are natural listings of web pages that Google has
crawled, and deemed valuable for the search term.
Google Ads are listed at the top and bottom of the Google search results page, and are paid
for listings. These companies use Google Ad Words to get the placement. They bid money
on a keyword to get the spot.
When that company stops paying, the advert disappears.
19
SEO DefinitionandHow SEOMarketingWorks
SEO is an acronym that stands for search engine optimization, which is the process of
optimizing your website to get organic, or un-paid, traffic from the search engine results
page.
In other words, SEO involves making certain changes to your website design and content
that makes your site more attractive to a search engine. You do this in hopes that the search
engine will display your website as a top result on the search engine results page.
Search engines want to provide the best service for their users. This means delivering
results on the search engine pages that are not only high quality but also relevant to what
the searcher is looking for.
In order to do this, search engines will scan, or crawl, different websites to better
understand what the site is about. This helps them deliver more relevant results to those
who are searching for certain topics or keywords.
Similarly, the search engines will scan the site to determine how easy it is to navigate and
read, rewarding user-friendly sites with higher rankings on the search engine results page.
SEO is the process that organizations go through to help make sure that their site ranks
high in the search engines for relevant keywords and phrases. For instance, let’s say that
you have an article about how to build a birdhouse.
In order to get your content in front of the right people, you want to try to optimize your
this blog post so that it will show up as a top result for anyone who searches for the phrase
“build a birdhouse.”
20
Why SEO is important
While paid advertising, social media, and other online platforms can generate traffic to
websites, the majority of online traffic is driven by search engines. Organic search results
cover more digital real estate, appear more credible to savvy searchers, and receive way
more clicks than paid advertisements. For example, of all US searches, only ~2.8% of
people click on paid advertisements. In a nutshell: SEO has ~20X more traffic opportunity
than PPC on both mobile and desktop.SEO is also one of the only online marketing
channels that, when set up correctly, can continue to pay dividends over time. If you
provide a solid piece of content that deserves to rank for the right keywords, your traffic
can snowball over time, whereas advertising needs continuous funding to send traffic to
your site .Search engines are getting smarter, but they still need our help .Optimizing your
site will help deliver better information to search engines so that you’re content can be
properly indexed and displayed within search results.
Short introduction to Google Updates
A Google Update, such as the Mobile Update or Phantom Update, is the term used to
describe a change affecting how rankings are calculated by the search engine, Google.
Some updates are major algorithm changes and others may be the application of filters of a
refresh of the data basis that an algorithm runs on. The general aim of any update is always
to improve the relevance and quality of the search results, with most changes focusing on
one or more particular features, such as an optimization to fight search engine spam or to
combat duplicate content.
Most updates are initiated manually and rolled out for Google’s individual country indexes.
Some updates, like the Penguin Update or Panda Update, are already part of Google’s so-
called “core algorithm”. They have become so integral to the search engine that they now
develop continuously and automatically, and are no longer manually updated.
Each year, Google implements over 600 adaptations and updates to its algorithms. Most of
these alterations take place unnoticed and are not announced within the search engine
industry.
The most significant Google Updates take place when there is an adjustment to the
structure and functionality of the algorithm. These have more of an impact a Data Refresh,
which does not add any new features to the core algorithm, and simply updates the data
used by the algorithm.
Panda
Launch date: February 24, 2011
Hazards: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing
How it works: Panda assigns a so-called “quality score”to web pages; this scoreis then
used as a ranking factor. Initially, Panda was a filter rather than part of Google’s ranking
algo, but in January 2016, it was officially incorporated into the core algorithm. Panda
rollouts have becomemore frequent, so both penalties and recoveries now happen faster.
21
How to adjust: Run regular site checks for content duplication, thin content and keyword
stuffing. To do that, you’ll need a site crawler, like SEO Power Suite’s Website Auditor.
Penguin
Launch date: April 24, 2012
Hazards: Spammy or irrelevant links; links with over-optimized anchor text
How it works: Google Penguin’s objective is to down-rank sites whose links it deems
manipulative. Since late 2016, Penguin has been part of Google’s core algorithm; unlike
Panda, it works in real time.
How to adjust: Monitor your link profile’s growth and run regular audits with a backlink
checker like SEO SpyGlass. In the tool’s Summary dashboard, you’ll find a progress graph
for your link profile’s growth. Look out for any unusual spikes: those are reason enough to
look into the backlinks you’ve unexpectedly gained.
The stats that we know Penguin takes into account are incorporated into SEO SpyGlass’s
Penalty Risk formula. To check for penalty risks, go to the Linking Domains dashboard,
22
navigate to the Link Penalty Risks tab, select your links, and click Update Penalty Risk.
When the check is complete, check with the Penalty Risk column, and make sure to look
into every link with a scoreover 50 percent.
Hummingbird
Launch date: August 22, 2013
Hazards: Keyword stuffing; low-quality content
How it works: Hummingbird helps Google better interpret search queries and provide
results that match searcher intent (as opposed to the individual terms within the query).
While keywords continue to be important, Hummingbird makes it possible for a page to
rank for a query even if it doesn’t contain the exact words the searcher entered. This is
achieved with the help of natural language processing that relies on latent semantic
indexing, co-occurring terms and synonyms.
How to adjust: Expand your keyword research and focus on concepts, not
keywords. Carefully research related searches, synonyms and co-occurring terms. Great
sources of such ideas are Google Related Searches and Google Auto complete. You’ll find
all of them incorporated into Rank Tracker’s Keyword Research module.
23
Pigeon
Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia)
Hazards: Pooron- and off-page SEO
How it works: Pigeon affects those searches in which the user’s location plays an
important part. The update created closer ties between the local algorithm and the core
algorithm: traditional SEO factors are now used to rank local results.
How to adjust: Invest effort into on- and off-page SEO. A good starting point is running
an on-page analysis with WebSite Auditor. The tool’s Content Analysis dashboard will
give you a good idea about the aspects of on-page optimization you need to focus on.
A good way to start with off-page SEO is getting listed in relevant business directories. Not
only do those act like backlinks, helping your site rank; they rank well in Google
themselves. You can easily find quality directories and reach out to webmasters asking to
get listed with Link Assistant.
Mobile
Launch date: April 21, 2015
Hazards: Lack of a mobile version of the page; poormobile usability
How it works: Google’s Mobile Update (aka Mobilegeddon) ensures that mobile-friendly
pages rank at the top of mobile search, while pages not optimized for mobile are filtered
out from the SERPs or seriously down-ranked.
How to adjust: Go mobile and focus on speed and usability. Google’s mobile-friendly test
will help you see which aspects of your page’s mobile version need to be improved. The
test in integrated into Website Auditor so you can check your pages’ mobile friendliness
quickly.
You’ll find it in Content Analysis > Page Audit, under the Technical factors tab
24
Rank Brain
Launch date: October26, 2015
Hazards: Lack of query-specific relevance features; shallow content; poorUX
How it works: RankBrain is part of Google’s Hummingbird algorithm. It is a machine
learning system that helps Google understand the meaning behind queries, and serve best-
matching search results in response to those queries. Google calls RankBrain the third most
important ranking factor. While we don’t know the ins and outs of RankBrain, the general
opinion is that it identifies relevance features for web pages ranking for a given query,
which are basically query-specific ranking factors.
How to adjust: Optimize content for relevance and comprehensiveness with the help of
competitive analysis. With the help of WebSite Auditor‘s TF-IDF tool, you can discover
relevant terms and concepts used by a large number of your top-ranking competitors: those
are a brilliant way to diversify your
25
Possum
Launch date: September 1, 2016
Hazards: Tense competition in your target location
How it works: The Possum update ensured that local results vary more depending on
the searcher’s location: the closer you are to a business’s address, the more likely you are
to see it among local results. Possum also resulted in greater variety among results ranking
for very similar queries, like “dentist denver” and “dentist denver co.” Interestingly,
Possumalso gave a boostto businesses located outside the physical city area.
How to adjust: Expand your keyword list and do location-specific rank tracking. Local
businesses now need to be targeting more keywords than they used to, due to the volatility
Possum brought into the local SERPs. As you check your rankings, make sure you’re doing
this from your target location (or, better yet, a bunch of them). You can do this in Rank
Tracker under Preferences > Preferred Search Engines. Click Add Custom next to Google.
Next, specify your preferred location — you can make it as specific as a street address.
What is the type of SEO?
26
What is On-Page SEO?
On page SEO refers to all the activities performed within the websites to get higher ranking
and more relevant traffic from the search engines.
On page SEO is related to the optimization of the content as well as the HTML source code
of any web page. Some of its aspects include meta tags, title tags, meta description and
heading tags.
What is Off-Page SEO?
Off page SEO relates to the other aspects that influence the search ranking of websites on
the Search Engine Result Page.
It refers to the promotional activities, such as content marketing, social media and
link building performed outside the boundaries of any web page to improve its search
ranking.
FactorsthatAffectOn-pageandOff-pageSEO
ContentMarketing
Before we dive into some of the factors of on and off-page SEO, let’s talk about content.
Content is effective in both attracting the search engines and helping your organization
make connections with site visitors.
The more quality, relevant content pieces that you have on your site, the more likely search
engines will be to rank your pages higher on the search engine results page.
Similarly, the more engaging and effective content you have on your site, the more likely
your visitors will be to spend some quality time on your website and maybe even make a
purchase.
The secret to creating content that is optimized for both the search engines and your human
site visitors is to create a variety of different types of content pieces that are well-written
and on topics that are most relevant to your audience.
Here are just a few types of content that you can focus on to help improve your content
offering and, thus, your search engine rankings:
 Blog posts and articles
 Social media content
 E-books and whitepapers
 How-To Guides and Tutorials
 Videos and audio recordings
 Info graphics or other visual content
27
Another important thing to consider when creating content for your site is SEO keywords
and phrases. These are relevant words and phrases that a search engine user might type in
when looking for answers to their questions or relevant products and services.
When you create content around these keywords and phrases, you improve your chances of
ranking higher for these keywords on the search engine results page.
Yet another factor that can impact your content, and thus your search engine ranking, is
how fresh your content is. Freshness basically refers to how often your organization posts
new content to your site.
However, creating brand new content is not the only way to keep your content fresh. You
can also freshen up your content by updating posts, rewriting them to make them more
effective, or adding new information and statistics over time.
Though creating content takes time and resources, it will more than pay off in the end.
Search engines love great content and consumers need quality content to better understand
the value your organization can provide.
Start off by creating a few blog posts and work to build a following on social media. Once
you have a group of loyal fans and followers, your organization can work to create
different types of media to attract and engage new leads.
On-PageSEO
The on-page SEO factors are those elements that happen on your website. These are the
things that you have complete control over, meaning that you can work to improve these
factors over time by following best practices for SEO. This goes beyond just your content
marketing to the deeper levels of your site’s HTML.
Here are just a few of the on-page SEO factors that can help you improve your search
ranking:
 Title Tag – The title tag on each page tells the search engines what your page is
about. This should be 70 characters or less, including both the keyword your content
focuses on and your business name.
 Meta Description – The Meta description on your website tells search engines a
little bit more about what each page is about. This is also used by your human
visitors to better understand what the page is about and if it’s relevant. This should
include your keyword and also provide enough details to tell the reader what the
content is about.
 Sub-headings – Not only do sub-headings make your content easier for visitors to
read, but it can also help improve your SEO. You can use H1, H2, and H3 tags to
help search engines better understand what your content is about.
 Internal Links – Building internal links, or hyperlinks to other content on your site,
can help search engines learn more about your site. For example, if you are writing a
post about the value of a specific product or service, you can link to the product or
service page in your blog post.
 Image Name and ALT Tags – If you are using images on your website or within
your blog content, you will also want to include your keyword or phrase in the image
28
name and alt tag. This will help search engines better index your images, which may
appear when users perform an image search for a certain keyword or phrase.
When strategically placing your SEO keywords and phrases on your pages, it’s important
to avoid over-optimization. Google and other search engines will penalize your page if it
attempts to use keywords too many times throughout the content.
In addition, you want to make sure that each piece of content focuses on just one or two
keywords. This helps ensure that your content is specific and relevant. Trying to tackle too
many keywords at once may negatively impact your search engine optimization as it often
makes for un-focused and thin content.
While site content plays a vital role in your search engine rankings, it’s also important to
consider your site architecture. You want to use a website design that makes it easy for
search engines to scan or crawl your pages and content.
Building internal links between your pages, creating a sitemap and submitting your
sitemap to search engines can both help improve your site’s crawlability and give your
search engines a better understanding of your content.
Yet another concern when it comes to your site’s architecture is whether or not your
website is mobile-friendly. Many consumers are searching for information and brands on
their mobile devices.
You need to make sure that these users are able to view, read, and navigate your website
from their mobile device. Not only does this impact the user experience, but it can also
affect your SEO.
Off-Page SEO
In addition to the on-page SEO elements that your organization has control over, there are
also off-page SEO factors that can impact your ranking. Though you do not have direct
control over these off-page factors, there are ways that you can improve your chances of
having these factors work out in your favor. (But more about that later!)
Here are a few of the different off-page SEO factors that can impact your search engine
rankings:
Trust – Trust is becoming an increasingly important factor in a site’s Google ranking. This
is how Google determines whether you have a legitimate site that visitors can trust. One of
the best ways to improve trust is by building quality backlinks from sites that have
authority.
Links – One of the most popular ways to build off-page SEO is through backlinks. You
want to be careful here as spamming sites with your links is a quick and easy way to get
your site banned from the search engines. Instead, take the time to build relationships with
influencers and fans who create quality content and will link back to your site in their own
content.
Social – Another important off-page SEO factor are social signals, such as likes and shares.
When it comes to boosting SEO, you want to look for quality shares from influencers. The
more quality content you publish, the more likely you will be to get people to share your
content with others.
29
Though you do not have direct control over what happens outside of your organization, you
can increase your chances of improving off-page SEO simply by creating quality content
that others will find valuable.
The more relevant and interesting your content is, the more likely others will be to link to
your content and share it on social media. The more people trust your content, the more the
search engines will as well.
What are the types of SEO techniques?
What Is Black Hat SEO?
BlackHatSEOismostcommonlydefinedasadisapprovedpracticethatneverthelesscouldincrea
sea page's ranking in a search engine result page (SERP). These practices are against the
search engine's
termsofserviceandcanresultinthesitebeingbannedfromthesearchengineandaffiliatesites.
However,sometimesthereisachancetogetquickrankingbyconjuringtheSearchEnginebutyoua
re definitely going to be caught and penalized.
Name a few Black Hat SEO techniques?
Content
Automation
Dowry pages
Hidden Text
Links Keyword
Stuffing Sneaky
Redirects
Cloaking
Link Schemes
Guest Posting Networks
Link Manipulation (includingbuying
links) Article Spinning
Link Farms, Link Wheels or Link
Networks Rich Snippet Markup
Spam
Automated Queries to Google
Creating pages, sub domains, or domains with duplicate content
Pages with malicious behavior, such as phishing, viruses, Trojans, and other Mal-ware.
30
What is white hat SEO?
Insearchengineoptimization(SEO)terminology,whitehatSEOreferstotheusageofoptimiz
ation strategies, techniques and tactics that focus on a human audience opposed to
search engines and completely follows search engine rules and policies.
What is gray hat SEO?
Gray Hat SEO is difficult to define. Gray Hat SEO is not something between Black Hat
and White Hat, but rather "the practice of tactics/techniques which remain ill-defined by
published material coming out of Google, and for which reasonable people could
disagree on how the tactics support or contrast with the spirit of Google’s published
guidelines.
Black Hat vs. White Hat SEO
When it comes to SEO, there are two different approaches that organizations take to
optimizing their sites for the search engines – black hat vs. white hat SEO.
Some organizations are only interested in SEO so that they can rank their content quickly
and make some money in the short-term. Black hat SEO involves tactics that focus on
optimizing content only for the search engines.
This means that organizations are not considering the human visitors that will read and
navigate their site content. These organizations will bend or break the rules in order to
improve their site rankings to make a quick buck.
In the end, this approach to SEO produces pages that are often difficult for people to read
and look a whole lot like spam. Though the sites may rank more quickly than those that are
optimized properly, these sites are often penalized or banned by search engines rather
quickly.
On the other hand, white hat SEO is an effective approach to optimizing your website for
search engines and building a sustainable business online. This approach to search engine
optimization involves focusing on the human audience that will be clicking on and reading
the site’s content.
The goal of this type of SEO is to produce the best content possible on a site that’s easy to
read and navigate while also following the search engine’s rules for optimization.
It’s important to note that though black hat SEO tactics might help you rank quickly, it is
inevitable that the search engines will eventually figure out what you are doing and
penalize your site.
What is a keyword?
Keyword means any word serving as a key . Keyword in SEO refers to the key phrases and
words included in the web content which helps the users to find the specific website by
entering relevant search queries over the search engines.
What is long tail keyword?
Long tail keywords are phrases containing over 4+ words that make search results highly
specific.
31
What is the definition of URL?
Uniform Resource Locator or URL acts as a generic term used to specify all kinds of web
addresses found on the web.
URLs provide users with ways to identify and locate resources and documents on the
web. URLs contain internet protocols, IP address of the host and the domain name along
with other information. https://www.example.com
What is a domain name?
A domain name is your website name. A domain name is the address where Internet users
can access your website. A domain name can be any combination of letters and numbers,
and it can be used in combination of the various domain name extensions, such as .com,
.net and more.
What are the types of business models?
There are two types of business models are available both in offline marketing and online
marketing as well. They are B2B(Business to Business) and B2C(Business to
Customer).The selling of goods and services between two business entities is known as
Business to Business or B2B.The transaction in which business sells the goods and services
to the consumer is called Business to Consumer or B2C.
Who is a Webmaster?
A webmaster is a personresponsible for maintaining one or many websites. The title may
refer to web architects, web developers, site authors, website administrators, website
owners, website coordinators, or website publishers.
What is an E-Commerce website?
Commerce websites are online portals that facilitate online transactions of goods and
services through means of the transfer of information and funds over the Internet. In the
early days ,E-Commerce was done partially through emails and phone calls. Now, with a
single website, anything and everything that a transaction needs , can be executed online.
What does traffic mean to a website?
Traffic refers to the visitors who arrive at a website by clicking search results or any link
or directly typing the domain name in the browser .There are three types of traffic
available viz. Direct Traffic, Referral Traffic and Search Engine Traffic.
What is domain authority (DA)?
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts
how well a website will rank on search engine result pages (SERPs). Domain Authority is
calculated by evaluating multiple factors, including linking root domains and number of
total links, into a single DA score. The highest DA that a website can attain is 1.
What is a keyword?
Keywords are ideas and topics that define what your content is about. In terms of SEO,
they're the words and phrases that searchers enter into search engines, also called "search
queries."
Why are keywords important?
Keywords are important because they are the linchpin between what people are searching
for and the content you are providing to fill that need. Your goal in ranking on search
32
engines is to drive organic traffic to your site from the search engine result pages (SERPs),
and the keywords you chooseto target will determine what kind of traffic you get.
How differently keywords function?
"Do"Transnational Queries: I want to do something, such as buy a plane ticket or listen to
a song. "Know"Informational Queries: I need information, such as the name of a band or
the best restaurant in New York City.
"Go"Navigation Queries: I want to go to a particular place on the Internet, such as
Facebookor the homepage of the NFL.
What is the difference between head and long-tail keyword?
Head Keyword Long-tail Keyword
High search volume Low search volume
High ranking competition Low ranking competition
Low converting traffic High converting traffic
A few words Many words
Best for top-level pages Best for lower-level pages
Multiple search intents Singular search intent
What is keyword competition and how to find it?
Keyword competition is the measure of how difficult it will be to rank for a particular
keyword. The competition for a keyword can vary depending on how popular the keyword
is and industry competition. Put the keyword with double quote in the search box and it
will give you the keyword competition value.
What is keyword research?
Keyword research is the first piece of analysis that any SEO practitioner should embark
upon in a search engine optimization (SEO) project. It's an extremely important component
in the overall analysis since it is from the keyword research that we determine the optimum
33
keywords to rank for.
“Google Keyword Planner” is the bestonline free toolfor keyword research.
What is searchvolume for a keyword?
Search Volume is simply the amount or quantity of searches that occurfor a particular
keyword or term, often expressed as searches per month.
What is LSI?
LSI Keyword is keyword that is semantically linked to a main keyword. In a nutshell, LSI
keywords are keywords that we generally find related to a main keyword. In SEO (search
engine optimization) context, they are keywords that we should be using in our content to
help search engines understand our content better. In fact, LSI keywords help you to
increase your organic search engine traffic and improve your ranking.
For example, 'apple' and 'Nokia' are LSI keywords because they share the same context and
are frequently found together. But they are not synonyms.
What are the places of a website where keywords canbe used?
Search engine optimization (SEO) is essential to the success of most websites, and how
you use your keywords is a big contributing factor to that success. It becomes even more
important if you’re relying purely on organic search results to drive traffic to your website,
rather than paid advertising.
Here are some of the places where a keyword can be used:
1. Page Title
2. Meta Description
3. Headings and Subheadings
4. Body of the content
5. URL
6. Filename
7. Alt tags
What is key word stuffing?
Keyword stuffing is the practice of inserting a large number of keywords into Web content
and meta tags in the attempt to artificially increase a page's ranking in search results and
drive more traffic to the site.
Keyword stuffing is considered an unethical SEO technique at best and an attack
technique at worst. The practice is often used to drive traffic to fraudulent or malicious
websites.
Keyword stuffing in content is known as spamdexing. Keywords may be hidden in content
through a number of methods, such as matching font color to the background, setting font
size to zero or putting it behind an image.
What is keyword stemming in SEO?
Keyword stemming is a useful tool for web pages and search engine optimization. The
process of keyword stemming involves taking a basic but popular keyword pertaining to a
particular website and adding a prefix, suffix, or pluralization to make the keyword into a
new word.
34
What is keyword density?
Keyword density is the percentage of the number of times a keyword appears on a page
divided by the total number of words in that page. So if in an article of 100 words you are
using your keyword 10 times, your density will be 10%. Having 2% keyword density is
considered ideal.
What is key word proximity?
Keyword Proximity refers to the distance between two words or phrases, or how close
keywords are to each other within a body of text. The closer the two keywords are to each
other, the higher the weight for that phrase.
Considerthese two examples:
We sell blue widgets at a price you can afford and 2) All of our affordable widgets come
in shades of blue.
The phrase blue widget has better keyword proximity in the first example than in the
second, as the words are closer to each other. If all else were equal, the first example would
rank higher than the second.
What is keyword ranking?
The SEO Keyword Ranking metric measures your search engine rankings for targeted
keywords and analyzes changes in that ranking overtime It's a well-accepted fact that
the top 3 keywords receive the majority of clicks in search results, with the lion's share
going to the first result.
Keyword ranking can be checked manually directly for the SERP or with the help of Rank
tracker tools like “ahref”
What is a negative keyword and what is its use?
A type of keyword that prevents your ad from being triggered by a certain word or phrase.
Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a
negative match.
For example, when you add "free" as a negative keyword to your campaign or ad group,
you tell Google Ads not to show your ad for any search containing the term "free." On the
Display Network, your ad is less likely to appear on a site when your negative keywords
match the site's content.
OFF-PAGE SEO
Off-page SEO refers to activities you can perform outside the boundaries of your website.
The most important are:
Link Building
Social Media
marketing social
bookmarking
35
What are the benefits of ‘off-site SEO’ to web site owners?
A successfuloff-site SEO strategy will generate the following benefits to website owners:
Increase in rankings – The website will rank higher in the SERPs and this also means
more traffic. More exposure – Higher rankings also means greater exposure because when
a website ranks in the top positions: it gets more links, more visits and more social media
mentions.
What is Link Building?
Link building is the most popular and effective 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.
What are back links?
Back links are also called incoming links that help users to shift from one web page to the
other web pages. These links play an important part in SEO.
Why are back links important in SEO?
Quality back links bring more referral traffic to a website/blog, and most importantly will
improve the ranking of a webpage.
What is a Do-Follow link?
Do follow links are an HTML attribute that is used to allow search bots to follow the links.
If a webmaster is link to your site with do follow link, search engine bots and people can
follow you. They pass on link juice and really benefit your website to get a high Page
Rank.
Google takes notes of Do follow links and figures how many users are linking to your page
in order to get how really good the page is. The more Do follow links you have, the more
points you will get. The best way to give the follow link is to use the keyword as the
anchor text.
Here is an example:
<a href=“https://seranking.com/”>SE Ranking</a>
It is important not only to get Dofollow link from anywhere, but to gain a follow link from
a reputable website. If you can post a link on New Your Times or CNN, you will cut a
melon!
Dofollow links are links that can help you to increase Page Rank, gain more SEO points
and boost link juice what makes your site highly ranked in SERP. Dofollow links are real
votes of credibility by Google.
What is a No-Follow link?
Nofollow links don’t allow search engine bots to follow your links. These links don’t pass
on link juice. Only people can follow these links. They don’t help you to boost Page Rank,
website rankings and have no SEO value. It is a notice for search engine not to count a link.
As we know Nofollow links don’t pass any link juice but it can help to get traffic on your
website. I guess you’ve noticed many times the Nofollow rel tag. If you use the Nofollow
link HTML tag, you won’t do any harm for your website. Search engines even respect this
tag
Here is the example of this tag:
36
<a rel=”nofollow href=”https://seranking.com/”>SE Ranking</a>
The Nofollow tag can be good for SEO – most webmasters use this tag not to follow
untrusted content. These links belong in paid links, forums, blog comments and some
untrusted content.
Google have recently noticed that they will count Nofollow links to boost PR for your
page. But it depends on where the link is placed and the quality of it. If you place it at the
begging of your text, it will give more impact than if you postit at the bottom of the page.
The Benefits of Nofollow links for SEO
You should follow the principle of diversity. I mean it is important to use Nofollow links for your inbound link
profile. It will look suspicious if all inbound links are Dofollow and it is not natural. Don’t you think so? Therefore,
you need to balance your links and use both Dofollow and Nofollow links. A healthy mix of Nofollow links can
even give a good influence on Dofollow links.
I guess with any link you can get much traffic. Good and quality link is a gateway in your website that shows your
content and can give a good amount of traffic. If you have Nofollow links on Wikipedia or Google blog it doesn’t
mean the link is not valuable, vice versa,sites with a lot of traffic can give many benefits.
That sort of traffic will allow you to deal with conversions, leads and even get a Dofollow link. Getting links on
social media is what you should lead to creative awareness about your content. It is really good to get links on
authoritative websites and social media, forums and blogs that can attract good traffic to your websites.
How to check whether a link is Nofollow or Dofollow
There are a few ways how to check the type of links: Dofollow or Nofollow.
 Right-click on a page and click “view source. You will see a screenshot. In the source code, you need to
press Ctrl+F and search for your site name and comments in the screenshot. Now you can check the type of
a link.
 There are many useful extensions you can download for Firefox or Chrome automatically that will def ine
whether a link is Dofollow or Nofollow.
37
For Firefox you can use:
SEO Quake
Nodofollow
For Chrome browser you can try out:
NofollowSimple
For WordPress blog, you can use the Robots meta plugin to define noindex, nofollow and noarchive tags
on a post. If you want to remove all Nofollow links from comments, you can try Dofollow plugin.
Google’s 2019 updates on nofollow links
Prior to the September 2019 update, Google treated the “nofollow” attribute as an instruction to ignore the
link. From now on, Google takes it as a hint for rankings and later on — starting in March 2020 — it will
use it as a hint for crawling and indexing as well.
What does “using it as a hint for rankings” mean? Previously, the “nofollow” attribute was a
command, and now it’s rather a recommendation. This means that if Google deems it necessary – it will
give such links credit, recognize them as spam or use them for various ranking purposes.
Long story short:
 Google didn’t use nofollow links for rankings or indexing.
 As of September 10, it uses them as “hints” for rankings.
 Starting on March 2, 2020, Google will be using them as “hints” for crawling and indexing.
Moreover, Google initiated two new link attributes to point out the specific role of a link: rel=”sponsored”
and rel=”ugc”.
Up until now, the “nofollow” attribute was the only way to mark a link that shouldn’t be taken into
account by Google. Now, Google suggested more specific options. The “sponsored” attribute should mark
all paid and sponsored links. And “ugc” should be applied to links in user-generated content, i.e.
comments, forum posts, etc.
Does it mean we should rush to replace the nofollow attribute with the new ones? No, it’s okay to
leave your paid or user-generated links with “nofollow” attributes.
Can the new attributes be used in combination with “nofollow”? Yes. You can use them together if
needed: rel=”nofollow sponsored”, rel=”nofollow ugc”.
What is internal linking?
Internal Linking is a process of providing hyperlinks on the web pages that connect to
the same domain. It is another way of directing the visitors from one web page to another
of the same website.
38
What are incoming links?
Inbound Links, also known as incoming links or back links, refer to the
hyperlinks present on a third-party web page that directs users to your web page
only.
What is an outgoing link?
An outbound link is a hyperlink that points at a targeted or external domain and is
different from the links present on the Source domain. For example, if you provide links
of other third-party web pages on your website, those would be external links to your site.
What is anchor text?
Anchor text denotes to a visible hyperlinked text that can be clicked through. Such
hyperlinked texts link to different documents or locations available on the web.
These texts are often underlined and blue in color, but different colors might be given
with the changes in the HTML code. What is Image Alt Text?
Google Bots cannot process images on the web. Therefore, it makes use of the alt attributes
to understand what an image is all about.
The Image Alt text is generally considered as an alternate text for an image, which provides
a textual alternative to the web crawlers to index the web page bearing the image.
What is Directory Submission in SEO?
Directory submission is the process oflisting your site to various directories or databases
under the correctcategory or sub category. Be sure to submit your site under the most
appropriate category to take the full advantage of directory submission.
What is SearchEngine Submission?
Search engine submission refers to a specific activity of the web masters in which a
website is directly submitted to the search engine so that its online recognition and
visibility is increased.
In other words, it is one way of informing the search engines about the existence of any
website, which is then indexed by the search engines and reflected on the SERP page.
Is search engine submission necessary?
You don’tneed to submit your website to search engines.
The majority of search engines nowadays (Google, Bing and Yahoo) crawl and index
pages by following links.
What is Article submission?
Article submission is considered a part of Off Page SEO optimization. Article
submission, which involves the presentation of articles to online article directories
like EzineArticles, GoArticles, Article Trader etc. with properanchor text for link
building, is performed for the promotion of any website.
What is Press Release submission?
Press release submission involves writing press releases and submitting them to effective
and popular PR sites for building incoming links to any specific website.
It also enhances the online visibility of websites in the future.
39
What are Classified ads?
A classified ad is a form of advertising which is particularly common in newspapers, online
and other periodicals which may be sold or distributed free of charge.
Classified advertisements are much cheaper than larger display advertisements used by
businesses, although display advertising is more widespread.
What is Forum Posting?
Forum posting is the act of engaging, interacting, and writing on a forum thread by
leaving a simple response to the thread or to a particular post by a user on the same
thread. Posting on popular forums is a powerful method of engaging and interacting with
new users, while driving prospective clients to your website or business.
What is Guest posting?
Guest posting is the process of creating content and publishing it on another person’s
website. Guest posting blogs allow to show author bio (writer) at the top or bottom of an
guest post.
Blogs are the most popular platform for guest posting. This is a great way to build an
online reputation, backlinks and for a company to get much needed recognition.
What is Blog commenting?
Blog commenting is a popular online marketing strategy of leaving thoughtful comments
on a blog post, where an individual or a business should be able to gain online presence.
What is Influencer Marketing?
Influencer marketing is a type of marketing that focuses on using key leaders to drive
your brand’s message to the larger market. Rather than marketing directly to a large group
of consumers, you instead inspire / hire / pay influencers to get out the word for you.
What is broken link building?
Broken link building is a link building tactic where a marketer contacts a webmaster who
has a broken link on his/her site and recommends one or more alternatives that include
his/her target site.
What is contextual back link?
Contextual back links are links to external websites that are placed within the main or
primary content of a web page.
Contextual back links are much more powerful than any other back links.
WEBSITE AUDIT
What is a website audit?
Website audit is a full analysis of all the factors that affect website’s health and visibility in
search engines. This standard method gives a complete insight into any website, overall
traffic and individual pages. Website audit is completed solely for marketing purposes. The
goal is to detect weak points in campaigns that affect web performance.
The website audit starts from a general analysis of a website aimed at revealing the actions
needed to improve search engine optimization (SEO). Many tools offer recommendations
40
on how to raise the website rankings in search that can include on page and off page SEO
audit such as broken links, duplicate meta descriptions and titles, HTML validation,
website statistics, error pages, indexed pages and site speed. Site audit is applicable for all
online businesses and improves different aspects ofthe websites.
There are multiple types of site audits, but the most well-known types of SEO audits
are the following:
Website health audits - analyzing overall health of the website while revealing all issues
that require immediate attention.
Security audits - accessing a site for potential vulnerability issues such as high
value sites and high-risk verticals.
Competitive site audits - the ability to monitor all gaps and opportunities for website
promotion, and detect the benefits and drawbacks of competitors.[citation needed]
Red flag and recovery audits - analyzing a website for impending penalties and site
metrics when there is an oncoming peril of algorithmic penalties.[citation needed]
Conversion optimization audits - accessing a site for possible technical and onsite
conversion problems.[2]
Technical SEO audits - this often involves crawling the entire site, beginning with a
review of site content, structure, and adherence to best practices such as web accessibility.
Robots ExclusionProtocol:
A robots.txt file lives at the root of your site. So, for site www.example.com, the robots.txt
file lives at www.example.com/robots.txt. robots.txt is a plain text file that follows the
Robots Exclusion Standard. A robots.txt file consists of one or more rules. Each rule blocks
(or allows) access for a given crawler to a specified file path in that website.
HTML SITE MAP:
Visitors sitemap is the normal HTML/PHP/asp page that contains all the pages of a website
in a structured way. Keeping a sitemap increases the user experience on the Website.
Unlike robots.txt file, the sitemap file also lives at the root So, for site www.example.com,
the HTML sitemap lives at www.example.com/sitemap.html
Toolto Generate HTML sitemap: https://websiteseochecker.com/html-sitemap-generator/
XML Sitemap:
A Sitemap is an XML file that lists the URLs for a site. It allows webmasters to include
additional information about each URL: when it was last updated, how often it changes,
and how important it is in relation to other URLs in the site. This allows search engines to
crawl the site more intelligently.
Tools to create sitemap:
https://www.xml-sitemaps.com/
https://xmlsitemapgenerator.org/sitemap-generator.aspx
41
HTML VALIDATION
Invalid code may be interpreted inconsistently by some browsers, which can impact on the
look or functionality of your site and, therefore, the way some users interact with it. So we
must edit or remove all the possible erroneous codes from the website.
Toolto find out the HTML errors:
https://validator.w3.org/
Cross-Browser Compatibility:
Cross Browser Testing is a process to test websites/web applications across multiple
browsers. Cross browser testing involves checking compatibility of your application across
multiple web browsers and ensures that your web application works correctly across
different web browsers.
Toolto check Cross Browser Compatibility of a website:
http://browsershots.org/
Why Cross Browser Testing is necessary?
● There is no universal browser which everyone uses. End users have their choice to use
browser which they are comfortable with
● To enhance the user experience and thereby, business
● To know if there is any bug
Meta-robots Tag:
The robots meta tag lets you utilize a granular, page-specific approach to controlling how
an individual page should be indexed and served to users in search results.
Here is an example of a robots meta tag that instructs web crawlers to not index the page
and to not crawl any of the links on the page:
<meta name="robots" content="noindex, nofollow">
You need to check the backend code of homepage/any page to find if such a tag is present.
If we really want to block the page then the presence of this tag is fine else we have to
remove this line of codeto get the page indexed by Search Engines.
COPYRIGHT YEAR
This is normally found in the footer of a website. It has nothing to do with Google but it
should be the update to the current year. So that we can claim if someone copies the
content or images of a site. It says the freshness of the site to the users. .
42
LOGO HYPERLINK:
Logo of the site should be hyperlinked to the homepage for easy navigation and better user
experience.
FAVICON:
It is the short form of favorite Icon. This is a small icon, that appears at the extreme left of
the URL bar while accessing your site.
CLICKABLE EMAIL ADDRESS:
The Emails on the site should be clickable that is when some clicks on the Email address it
should open a new email page( if the user is logged into any email client program). This
improves the conversion rate of a website.
CLICKABLE PHONE NUMBER:
The phone number on the website should be clickable that is when someone clicks on the
phone number, then the user/customer must prompted to call the number directly from the
device if supports calling features for e.g., mobile device.
CONTACTINFORMATION:
As a business owner, having a contact us page connects visitors to potential customers for
your business website. A ‘Contact Us’ page is an effective way to show that you are real
and have nothing to hide thus eliminating any fear in buying from you.
SOCIALMEDIA INTEGRATION:
Linking to your social profiles (social tagging) allows users to employ their own language
to organize and retrieve content and encourages social collaboration between peers by
making those tags visible to others. Organizations are thus looking to social tagging as a
potential solution for increased find ability on internets, news/blog monitoring and
collaboration in work groups.
You need to check if the site has linked to its social profiles or not. If not linked then to
improve the trust among the visitors it is a must. If the business doesn’t have social profiles
then it should be recommended to create new business profiles and link to the website.
CANONICALISSUE:
A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL
represents the master copy of a page. Using the canonical tag prevents problems caused by
identical or "duplicate" content appearing on multiple URLs.
How to check?
This can be done manually by looking at the website.
Example: You are trying to check for www.yourdomain.com
43
1. Open www.yourdomain.com and in another tab open yourdomain.com (without
www.) if both of these resolve to either www.yourdomain.com or yourdomain.com
then this site doesn’thave any canonical problem.
2. If it doesn’t resolve to one single URL then view the source code by pressing Ctrl+u
and check if the has canonical tag (<link rel="canonical"
href="https://www.yourdomain.com/" /> and if you find any such tag then the
canonical problem has already been taken care and if it doesn’t have then you should
recommend to add a canonical tag to the website.
404 ERROR:
Before going to 404 error we should know a little more about server responsecodes.
What are server responsecodes?
When you open any website/page in the browser, your browser tries to communicate with
the webserver and If the server finds the requested page available then it returns the page
to your browser and you now able to see the page.
There are many response coded but following are some of the most commonly seen
responses:
200:OK i.e the page you have requested is available and rendered in the browser
301: Permanently Redirected: The page you have requested has redirected to another page
and that page will be rendered in the browser
302: Temporary Redirection: Requested page is redirected temporarily to another page but
in near future the requested URL will be available.
404:Client Error: The requested resource/page is not available in the server
500: Server Error: Internal Server Error A generic error message, given when an
unexpected condition was encountered and no more specific message is suitable.
As stated above 404 error happens when the requested page is not available in the server
or sometimes while typing the URL we do type it wrongly(typo) in that case it results a
error page. However, for any reason if this happens while a visitor is in your site, it may
close the browsing but to retain the visitor with in your website we create a customized
page that is programmatically configured to render while such incident happens. Ideally
this page contains a 404 error message and the links of some of the important pages of the
website to give a way to the visitor to again get into your website.
44
GOOGLE ANALYTICS
Google Analytics is one of the most popular digital analytics software. It is Google's free
web analytics service that allows you to analyze in-depth detail about the visitors on your
website. It provides valuable insights that can help you to shape the success strategy of
your business.
The Analytics snippet is a small piece of JavaScript code that you paste into your pages. It
activates Google Analytics tracking by inserting ga.js into the page. To use this on your
pages, copy the code snippet below, replacing UA-XXXXX-X with your web property
ID. Paste this snippet into your website template page so that it appears before the closing
</head> tag.
A sample analytics codelooks like this:
So if you find the same kind of code is available in the website then it helps to track the
traffic of the website and if it is not available then you need to signup for a Google
account to get a code for your website. How to know if a site has GA or not? Go to the
sourcecodeand find.
Google SearchConsole/Google Webmaster:
Google Search Console is a no-charge web service by Google for webmasters. It allows
webmasters to check indexing status and optimize visibility of their websites. As of May
20, 2015, Google rebranded Google Webmaster Tools as Google Search Console.
To get the webmaster codeyou need to create an account here:
https://www.google.com/webmasters/
then you can add your site and upload the codeto your website.
BROKEN LINKS:
A broken link or dead link is a link on a web page that no longer works. You can check if a site has
broken link with this tool:
https://www.brokenlinkcheck.com/broken-links.php
META TITLE TAG:
The title tag is an HTML title element critical to both SEO and user experience that is used to briefly and
accurately describes the topic and theme of an online document. Most search engines truncate titles
containing more than 75 characters. Incomplete and shortened titles look unappealing to users and won’t
entice them to click on your page. It should be placed in the head section of a webpage. This is appears in
the SERP as a clickable link to the website. This is quite important aspect of a website as this conveys the
meaning of the webpage even before a visitors comes to a website. It should contain the most relevant
keyword/s according to the content of the specific page.
45
META DESCRIPTIONTAG:
The description tag is an HTML description element useful to both SEO and user experience that is used
to briefly and accurately describes the topic and theme of an online document. It is equally important as
it also appears in the SERP. The ideal length of a meta description should be 120 characters. Meta
description to be placed in the head section of a webpage.
To check if a website is having meta title and meta description or not, you need to go to the
backend(Ctrl+U) of the website and check for the same. Here is a picture of the backend of a website to
visualize the meta elements:
SecuredSite Check:
Generally, secure websites use encryption and authentication standards to protect the confidentiality of
web transactions. Currently, the most commonly used protocol for web security is TLS, or Transport
Layer Security. This technology is still commonly referred to as SSL, or Secure Sockets Layer Look at
the URL of the website. If it begins with “https” instead of “http” it means the site is secured using an
SSL Certificate.
46

Más contenido relacionado

La actualidad más candente

Effect of Online Advertisement In Online Shopping
Effect of Online Advertisement In Online ShoppingEffect of Online Advertisement In Online Shopping
Effect of Online Advertisement In Online Shoppingalexkm123
 
An introduction-to-mobile-marketing-marketo
An introduction-to-mobile-marketing-marketoAn introduction-to-mobile-marketing-marketo
An introduction-to-mobile-marketing-marketoM.I.H.Sharif Majumder
 
dissertation report, ppt
dissertation report, pptdissertation report, ppt
dissertation report, pptPinkey Rana
 
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
 
Consumer Buying Behaviour In Digital Era
Consumer Buying Behaviour In Digital EraConsumer Buying Behaviour In Digital Era
Consumer Buying Behaviour In Digital Eramanisha khiwal
 
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
 
consumer behaviour by chetan raja (VIT)
consumer behaviour by chetan raja (VIT)consumer behaviour by chetan raja (VIT)
consumer behaviour by chetan raja (VIT)Chetan RJ
 
A detail analysis on the roles of Digital marketing over Conventional marketing
A detail analysis on the roles of Digital marketing over Conventional marketingA detail analysis on the roles of Digital marketing over Conventional marketing
A detail analysis on the roles of Digital marketing over Conventional marketingTanushree
 
A study on impact of Online Advertising on consumer buying behaviour for mobi...
A study on impact of Online Advertising on consumer buying behaviour for mobi...A study on impact of Online Advertising on consumer buying behaviour for mobi...
A study on impact of Online Advertising on consumer buying behaviour for mobi...Roshan Shanbhag
 
Conferencia marketing innovations ol
Conferencia marketing innovations olConferencia marketing innovations ol
Conferencia marketing innovations olafontanini
 
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETING
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETINGCUSTOMER PERCEPTION TOWARDS INTERNET MARKETING
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETINGChitra Dwivedy
 
The influence of word of-mouth communication on consumers’ choice of selected...
The influence of word of-mouth communication on consumers’ choice of selected...The influence of word of-mouth communication on consumers’ choice of selected...
The influence of word of-mouth communication on consumers’ choice of selected...Alexander Decker
 
Travel from traditional marketing to digital marketing
Travel from traditional marketing to digital marketingTravel from traditional marketing to digital marketing
Travel from traditional marketing to digital marketingsaritasinha6
 
Digital marketing ppt 2 unit
Digital marketing ppt 2 unitDigital marketing ppt 2 unit
Digital marketing ppt 2 unitRavinder Singh
 
Online Social media & Mobile marketing
Online Social media & Mobile marketingOnline Social media & Mobile marketing
Online Social media & Mobile marketingChitranshu Shukla
 
Mobile marketing
Mobile marketingMobile marketing
Mobile marketingCuong Pham
 
A Study of Impact of Customer Satisfaction on Online Shopping
A Study of Impact of Customer Satisfaction on Online ShoppingA Study of Impact of Customer Satisfaction on Online Shopping
A Study of Impact of Customer Satisfaction on Online Shoppingijtsrd
 
E marketing vtu notes
E marketing vtu notesE marketing vtu notes
E marketing vtu notesKSSEM
 

La actualidad más candente (20)

Effect of Online Advertisement In Online Shopping
Effect of Online Advertisement In Online ShoppingEffect of Online Advertisement In Online Shopping
Effect of Online Advertisement In Online Shopping
 
An introduction-to-mobile-marketing-marketo
An introduction-to-mobile-marketing-marketoAn introduction-to-mobile-marketing-marketo
An introduction-to-mobile-marketing-marketo
 
dissertation report, ppt
dissertation report, pptdissertation report, ppt
dissertation report, ppt
 
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
 
Consumer Buying Behaviour In Digital Era
Consumer Buying Behaviour In Digital EraConsumer Buying Behaviour In Digital Era
Consumer Buying Behaviour In Digital Era
 
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...
 
consumer behaviour by chetan raja (VIT)
consumer behaviour by chetan raja (VIT)consumer behaviour by chetan raja (VIT)
consumer behaviour by chetan raja (VIT)
 
Mobile Advertising: A Review
Mobile Advertising: A ReviewMobile Advertising: A Review
Mobile Advertising: A Review
 
A detail analysis on the roles of Digital marketing over Conventional marketing
A detail analysis on the roles of Digital marketing over Conventional marketingA detail analysis on the roles of Digital marketing over Conventional marketing
A detail analysis on the roles of Digital marketing over Conventional marketing
 
A study on impact of Online Advertising on consumer buying behaviour for mobi...
A study on impact of Online Advertising on consumer buying behaviour for mobi...A study on impact of Online Advertising on consumer buying behaviour for mobi...
A study on impact of Online Advertising on consumer buying behaviour for mobi...
 
Conferencia marketing innovations ol
Conferencia marketing innovations olConferencia marketing innovations ol
Conferencia marketing innovations ol
 
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETING
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETINGCUSTOMER PERCEPTION TOWARDS INTERNET MARKETING
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETING
 
The influence of word of-mouth communication on consumers’ choice of selected...
The influence of word of-mouth communication on consumers’ choice of selected...The influence of word of-mouth communication on consumers’ choice of selected...
The influence of word of-mouth communication on consumers’ choice of selected...
 
Marketing mba project report
Marketing mba project reportMarketing mba project report
Marketing mba project report
 
Travel from traditional marketing to digital marketing
Travel from traditional marketing to digital marketingTravel from traditional marketing to digital marketing
Travel from traditional marketing to digital marketing
 
Digital marketing ppt 2 unit
Digital marketing ppt 2 unitDigital marketing ppt 2 unit
Digital marketing ppt 2 unit
 
Online Social media & Mobile marketing
Online Social media & Mobile marketingOnline Social media & Mobile marketing
Online Social media & Mobile marketing
 
Mobile marketing
Mobile marketingMobile marketing
Mobile marketing
 
A Study of Impact of Customer Satisfaction on Online Shopping
A Study of Impact of Customer Satisfaction on Online ShoppingA Study of Impact of Customer Satisfaction on Online Shopping
A Study of Impact of Customer Satisfaction on Online Shopping
 
E marketing vtu notes
E marketing vtu notesE marketing vtu notes
E marketing vtu notes
 

Similar a Digiral marketing bibners guid Book By ankit mohapatra

Dm unit 1-introduction to digital marketing - rj - p1
Dm unit 1-introduction to digital marketing - rj - p1Dm unit 1-introduction to digital marketing - rj - p1
Dm unit 1-introduction to digital marketing - rj - p1Radhikapertinax
 
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdf
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdfDM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdf
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdfAshwinsingh535526
 
WHY DIGITAL MARKETING IS IMPORTANT?
WHY DIGITAL MARKETING IS IMPORTANT?WHY DIGITAL MARKETING IS IMPORTANT?
WHY DIGITAL MARKETING IS IMPORTANT?DhYv
 
Ch-1 Introduction to digital marketing.pdf
Ch-1 Introduction to digital marketing.pdfCh-1 Introduction to digital marketing.pdf
Ch-1 Introduction to digital marketing.pdfSRIDHARA G
 
The Importance of Digital Marketing
The Importance of Digital MarketingThe Importance of Digital Marketing
The Importance of Digital MarketingSundance Marketing
 
Impact of social media on marketing caleb.pptx
Impact of social media on marketing caleb.pptxImpact of social media on marketing caleb.pptx
Impact of social media on marketing caleb.pptxFaithfulness4
 
Airbnb digital marketing
Airbnb digital marketingAirbnb digital marketing
Airbnb digital marketingSushant Negi
 
Digital Marketing Project Report
Digital Marketing Project Report Digital Marketing Project Report
Digital Marketing Project Report KashikaJauhari
 
Digital marketing Small Concept
Digital marketing Small ConceptDigital marketing Small Concept
Digital marketing Small ConceptHari Haran
 
Evolution of Digital Marketing and its Impact on Privacy
Evolution of Digital Marketing and its Impact on PrivacyEvolution of Digital Marketing and its Impact on Privacy
Evolution of Digital Marketing and its Impact on Privacyijtsrd
 
Prathik hullatti marketing mcp topic converted-converted
Prathik hullatti marketing mcp topic converted-convertedPrathik hullatti marketing mcp topic converted-converted
Prathik hullatti marketing mcp topic converted-convertedShantkumarIBMR
 
digital marketing.pptx
digital marketing.pptxdigital marketing.pptx
digital marketing.pptxSaif Uddin
 
The Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationThe Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
 
Digital_Marketing_Definition_History_Str.pdf
Digital_Marketing_Definition_History_Str.pdfDigital_Marketing_Definition_History_Str.pdf
Digital_Marketing_Definition_History_Str.pdfNitishBhardwaj862042
 
Digital marketing Trends 2017
Digital marketing Trends 2017Digital marketing Trends 2017
Digital marketing Trends 2017Infocrest
 
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...David545409
 
Internet marketing textbook
Internet marketing textbookInternet marketing textbook
Internet marketing textbookminhthuy7892
 
Digital Revolution SA
Digital Revolution SADigital Revolution SA
Digital Revolution SALearn English
 
Digital Trends for 2013 - Via Experian
Digital Trends for 2013 - Via ExperianDigital Trends for 2013 - Via Experian
Digital Trends for 2013 - Via ExperianPiyush Pankaj
 

Similar a Digiral marketing bibners guid Book By ankit mohapatra (20)

Dm unit 1-introduction to digital marketing - rj - p1
Dm unit 1-introduction to digital marketing - rj - p1Dm unit 1-introduction to digital marketing - rj - p1
Dm unit 1-introduction to digital marketing - rj - p1
 
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdf
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdfDM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdf
DM-Unit 1-Introduction to Digital Marketing - RJ - P1.pdf
 
WHY DIGITAL MARKETING IS IMPORTANT?
WHY DIGITAL MARKETING IS IMPORTANT?WHY DIGITAL MARKETING IS IMPORTANT?
WHY DIGITAL MARKETING IS IMPORTANT?
 
Ch-1 Introduction to digital marketing.pdf
Ch-1 Introduction to digital marketing.pdfCh-1 Introduction to digital marketing.pdf
Ch-1 Introduction to digital marketing.pdf
 
The Importance of Digital Marketing
The Importance of Digital MarketingThe Importance of Digital Marketing
The Importance of Digital Marketing
 
Impact of social media on marketing caleb.pptx
Impact of social media on marketing caleb.pptxImpact of social media on marketing caleb.pptx
Impact of social media on marketing caleb.pptx
 
Airbnb digital marketing
Airbnb digital marketingAirbnb digital marketing
Airbnb digital marketing
 
Digital Marketing Project Report
Digital Marketing Project Report Digital Marketing Project Report
Digital Marketing Project Report
 
Digital marketing Small Concept
Digital marketing Small ConceptDigital marketing Small Concept
Digital marketing Small Concept
 
Evolution of Digital Marketing and its Impact on Privacy
Evolution of Digital Marketing and its Impact on PrivacyEvolution of Digital Marketing and its Impact on Privacy
Evolution of Digital Marketing and its Impact on Privacy
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Prathik hullatti marketing mcp topic converted-converted
Prathik hullatti marketing mcp topic converted-convertedPrathik hullatti marketing mcp topic converted-converted
Prathik hullatti marketing mcp topic converted-converted
 
digital marketing.pptx
digital marketing.pptxdigital marketing.pptx
digital marketing.pptx
 
The Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationThe Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig Presentation
 
Digital_Marketing_Definition_History_Str.pdf
Digital_Marketing_Definition_History_Str.pdfDigital_Marketing_Definition_History_Str.pdf
Digital_Marketing_Definition_History_Str.pdf
 
Digital marketing Trends 2017
Digital marketing Trends 2017Digital marketing Trends 2017
Digital marketing Trends 2017
 
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...
Aresync|Digital Marketing Agency Specializing in Practical Solutions for Busi...
 
Internet marketing textbook
Internet marketing textbookInternet marketing textbook
Internet marketing textbook
 
Digital Revolution SA
Digital Revolution SADigital Revolution SA
Digital Revolution SA
 
Digital Trends for 2013 - Via Experian
Digital Trends for 2013 - Via ExperianDigital Trends for 2013 - Via Experian
Digital Trends for 2013 - Via Experian
 

Último

Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 

Último (20)

Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 

Digiral marketing bibners guid Book By ankit mohapatra

  • 2. 1 A Beginner's Guide Book On Digital Marketing By-Ankit Mohapatra
  • 3. 2 Preface The world of digital media is changing at an outstanding pace. Its constantly evolving technologies, and therefore the way people are using them, are transforming not just how we access our information, but how we interact and communicate with each other on a global scale. It’s also changing the way we elect and buy our products and services. People are embracing digital technology to speak in ways in which would are inconceivable just a couple of short years ago. Digital technologies are not any longer the preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their everyday lives. From SMS updates on their favorite sports teams, to a free video call with relatives on the opposite side of the world , to collaborative online gaming and far , much more: ordinary people – your customers – are beginning to use digital media without giving it a reconsideration . The global online population was around 1.3 billion at the top of 2007. Projections suggest that figure will hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and therefore the widespread availability of always-on broadband connections means people are now logging on daily to try to to everything from checking their statement, to buying their groceries, to playing games. What makes this digital revolution so exciting is that it’s happening immediately. We’re living through it, and that we have a singular opportunity to leap in and be a part of this historical transition. In the pages that follow we’ll take you on a journey into the planet of digital marketing. We’ll show you ways it all started, how it need to where it's today, and where thought leaders within the industry believe it’s heading in the future. Most importantly of all we’ll show you – during a practical, no nonsense way – how you'll harness the burgeoning power of digital media to drive your business to the crest of this digital marketing wave, and the way to stay it there. This book will:  assist you and your business to settle on online advertising and marketing channels which will get your ideas, products and services to a huge and ever-expanding market;  offer you that elusive competitive edge which will keep you before the pack;  future-proof your business by helping you to know the origins of digital marketing and therefore the trends that are shaping its future;  offer you an idea of the size of the web marketplace, the unfolding opportunities and therefore the digital service providers who will help your business to capitalize on them;  provide practical, real-world samples of digital marketing successes – including leading brands that became household names during a relatively short space of time;  Offer insight through interviews, analysis and contributions from digital marketing experts;  Ultimately, give you the tools you need to harness the power of the internet to take your business wherever you want it to go.
  • 4. 3 Chapter-1 Basics Of Digital Marketing What is Digital Marketing? Digital Marketing is Promoting Business Using digital platforms or channels .Digital
  • 5. 4 platforms are Media and Internet. Here in this book we only learn using Internet as the channel or media to promote Business. One of the huge advantages that digital advertising has promised marketers is the ability to target audiences more precisely and deliver personalized content and creative. Whilst TV, billboards, print and radio can reach mass audiences at scale, highly targeted digital advertising gives marketers the opportunity to drive relevance and accuracy that no other media can match. Benefits of digital marketing- These are just some of the many digital marketing benefits:  Constant online presence  Cost-effective  Provides instant and highly measurable results  Delivers an excellent return on investment (ROI)  Provides a straight communication route between you and your customer  Reaches potential customers during the early stages of the buyer’s journey  Can interact with targeted audiences in real time  Highly targetable  Offers personalization capabilities  Has a global reach History of Digital Marketing- The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted but did not allow them to share this information over the web. Up until then, marketers worldwide were still unsure of the digital platform. They were not sure if their strategies would work since the internet had not yet seen widespread deployment. In 1993, the first clickable banner went live, after which Hot Wired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo was launched. Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within the first year. This prompted wholesale changes in the digital marketing space, with companies optimizing their websites to pull in higher search engine rankings. 1996 saw the launch of a couple of more search engines and tools like HotBot, LookSmart, and Alexa.
  • 6. 5 1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006 when search engine traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put MSN on the backburner and launched Live Search to compete with Google and Yahoo. Then came Web 2.0, where people became more active participants rather than remain passive users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and by 2004, internet advertising and marketing in the US alone brought in around $2.9 billion. Soon, social networking sites began to emerge. MySpace was the first social networking site to arrive, soon followed by Face book. Many companies realized all these fresh new sites that were popping up were beginning to open new doors of opportunities to market their products and brands. It opened fresh avenues for business and signaled the beginning of a new chapter to business. With new resources, they needed new approaches to promote their brands & capitalize on the social networking platform. The cookie was another important milestone in the digital marketing industry. Advertisers had begun to look for other ways to capitalize on the fledgling technology. One such technique was to track common browsing habits and usage patterns of frequent users of the internet so as to tailor promotions and marketing collateral to their tastes. The first cookie was designed to record user-habits. The use of the cookie has changed over the years, and cookies today are coded to offer marketers a variety of ways to collect literal user data. Products marketed digitally are now available to customers at all times. Statistics collected by the Marketing tech blog for 2014 show that posting on social media is the top online activity in the US. The average American spends 37 minutes a day on social media. 99% of digital marketers use Face book to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook. What is Internet Marketing? Internet called as Collection of websites. Through Internet marketing we can promote a
  • 7. 6 business in various websites. Examples: Google.com Facebook.com Digitechankit.in.net Youtube.com ETC, Internet Marketing is divided in to two types- 1. Intent Base Marketing 2. Identity Base Marketing What is Intent Based Marketing? Intent marketing is any kind of marketing that aims to meet an end user or prospect’sintent that is, what they really want or need in that moment. Intent marketing is especially powerful in search marketing, whether paid or organic, because content is so often targeted at keywords, which (as long as they’re not super broad) reveal tons of intent. Well-defined audiences also reveal some intent, but the timing may be off – For example- New mothers are often in need of diapers, strollers, etc., but not all of them and not all of the time. People googling the phrase “diaper delivery,” on the other hand, are definitely in the market. That’s what we mean when we talk about intent. What is Identity Based Marketing? In this type of marketing the advertiser push the product or the business users based on their interests, demographics, behaviors etc.
  • 8. 7 The advantages of identity-based targeting? Good advertising always starts with a clear objective. For brands looking to build mass reach and frequency to drive awareness, broadcast media is a highly effective channel. However, for brands looking to drive brand consideration and purchase, digital can play a very important role. Identity-based targeting, also known as Custom Audiences (Facebook), Tailored Audiences (Twitter), Customer Match (Google) or Advertiser Audiences (Amazon), enables advertisers to deliver laser-targeted ads to their existing customers within different channels. If these customers have been identified as more likely to purchase, then you can make more efficient use of your ad spend and maximize ROI. The opportunity to reach existing customer means that marketers can optimize towards relevance and be more accurate with the audiences they’re targeting. This helps reduce wastage and means that content and messaging can be more accurately personalized.
  • 9. 8 Identity-based targeting also allows marketers to create lookalike audiences; new audiences who share similar behaviors and characteristics with existing customers. From the basis of an initial set of existing customers, marketers now have the opportunity to expand their custom audience lists further and achieve relevance at scale. What is Zero Moment of Truth (ZMOT)? Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision- making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a productprior to purchase. What is marketing funnel? It is a set of steps a user takes before making a purchase. The marketing funnel is visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective. The idea is that, like a funnel, marketers cast a broad net to capture as many leads as possible, and then slowly nurture prospective
  • 10. 9 customers through the purchasing decision, narrowing down these candidates in each stage of the funnel.
  • 11. 10 What Are The Three Types Of Digital Media? To run a successful business today you need a strategic digital marketing plan to make sure your branding and marketing will reach as many existing and potential customers as possible. There are 3 types of digital media:  Owned Media: Any online asset that you control like your website or social media channels  Paid Media: Promoting your online content to improve traffic to your owned media assets  Earned Media: Customers recommending you by word of mouth or through social media
  • 12. 11 Owned Media Owned media is any online asset that you control and direct, and which is unique to your brand. These types of digital media platforms include your website, blogs, social media channels, mobile site, info graphics and eBooks. If you optimize any of your owned media for search engine marketing, your brand will be present when and where prospective customers search for topics relevant to what you’re offering. The more owned media you create, the more visible your brand will be. This will make your brand authoritative, increasing your ranking on search engine results pages. And, if your content appears on the first page of search engines, this means your owned media sites will attract higher engagement and shares. This also means you’re gaining earned media (more on that below). Owned media offers you the opportunity to control the conversation surrounding your business. This enables your brand to maintain an ongoing and appealing conversation. However, your digital content strategy needs to focus on being informative, relevant and valuable. If you publish content that has no value or is insincere, your customers can change the channel and stop listening. To make the most out of owned media, you must be committed to delivering valuable content consistently to maintain the trust and build a loyal customer base. Paid Media Paid media involves promoting your online content to improve traffic to owned media assets, which drives earned media. It includes display ads, paid search ads, Facebook ads, and commercials. Although paid media is an expense for your growing brand, it exposes your content to a wider audience. If you use paid media strategically, you’ll drive the right customers to your owned media assets. Paid media gives you explicit control over who sees your business’s advertising. Having said that, using paid media can be daunting. The platform is already cluttered, which means consumers can easily overlook your advertisements. Also, with new technology, it’s easy for consumers to block your ads, which lowers their responserate. Paid media has less impact on organic search results compared to owned and earned media. However, digital media advertising can offer significant and measurable results within your search campaigns, supporting your overall digital marketing strategy.
  • 13. 12 Earned Media Earned media is free advertising generated by your customers. It’s when customers become the channel of your marketing by word of mouth or through social media, personal blogs, reviews, testimonials, shares, or reposts recommending your products or services. This form of recommendation or review is the best endorsement your brand can have. In fact, more than 90% of consumers worldwide say they trust word of mouth or recommendations from family and friends more than any other form of advertising. Also, positive remarks from customers are more trusted than your advertisements because customers have nothing to gain from praising your brand. What your customers say about your products or services is as important as who says it. For instance, if you attract the attention of top influencers in the industry, this will improve your authority in the market and your search engine rankings will improve. Earned media is an effective way to grow your brand while cutting down your customer acquisition costs. However, you have to track it regularly because you don’t have complete control over what’s being shared and said about your brand. To get the most out of earned media, you must have a response plan to handle negative feedback. Sometimes, negative earned media can offer you the chance to display excellent customer service skills, turning a crisis into an asset. Strong organic rankings on search engines and high-quality content are the forces that drive earned media. This means the content you publish should be informative and valuable to generate earned media. You have to diversify your digital marketing media to achieve success. Once you are able to master these 3 types of digital media, your company and brand will have a powerful digital marketing strategy. But without a clearly defined plan and set of goals, your business will drift aimlessly along with no clear roadmap for where you’re heading.
  • 14. 13
  • 15. 14 What Are The Advantages Of Internet Marketing? The advantages of internet marketing are as follows: 1. Large audience. 2. Inexpensive. 3. Availability of various options making it convenient for the customer to research through products and services available and then makes a purchase. 4. Statistics can be measured more easily due to availability of various tools. 5. Various advertising methods available such as:  Pay per click  Pay per Impression  Pay per play  Pay per action 6. Trends of e marketing and their results can be studied easily. What Are The Limitations Of Internet Marketing? The limitations of internet marketing are as follows: 1. As the products and services offered are not tangible they cannot be touched, tasted or smelled before purchasing. 2. The quality and authentication of the product and services offered online cannot be confirmed and thus uncertainty always persists. 3. Productseen online at times differs from what is finally delivered. 4. As the products are delivered by carriers the resin a huge dependency on courier companies which might delay the delivery or lead to productdamage while transaction. 5. To purchase productonline personaldetails need to be entered such as card details and personal information which are vulnerable to leaks.
  • 16. 15 Chapter-2 Basics Of Search Engine optimization What is a SearchEngine? A search engine is a web-based software system which is developed to search and locate relevant information on the World Wide Web according to the query put into the search box. Search engines generally answer the queries entered by the users and give them a list of search results. Following is the picture of the search box of Google where one can put any query
  • 17. 16 for a search to start: Examples of Search Engines: Google, Yahoo ,Ask, Bing, MSN, Baidu , Ya ndex ,Duk- Duk-boo etc How search engine works? Search engines work by crawling hundreds of billions of pages using their own web crawlers. These web crawlers are commonly referred to as search engine bots or spiders. A search engine navigates the web by downloading web pages and following links on these pages to discover new pages that have been made available. After submitting website to Search engine there are 3 steps: 1. Crawling 2. Indexing 3. Reserved & Ranking
  • 18. 17 What is a Bot, Crawleror Spider? Bot/Crawler/Spider is a software used by Search Engines, which collects documents from the web to build a searchable index for the Search engine. Every search engine has their own Bot or software to crawl the World Wide Web. What is Web Crawling? This is the means by which search engines can find out what is published out on the World Wide Web. Essentially, crawling is copying what is on web pages and repeatedly checking the multitude of pages to see if they are changed and make a copy of any changes found. The programs which have the job of doing this are variously referred to as robots, crawlers, spiders or some variation using ‘web’, e.g. web crawler What is Indexing? Once a spider has crawled a web page, the copy that is made is returned to the search engine and stored in a data center. Data centers are huge, purpose built collections of servers which act as a repository of the all the copies of web pages being made by the crawlers. The repository of web pages is referred to as the ‘Index’, and it is this data store which is organized and used to provide the search results you see on the search engine. Indexing is the process of organizing the masses of data and pages so they can be searched quickly for relevant results to your search query. What is SearchEngine Algorithm? The algorithm is a very complex and lengthy equation which calculates a value for any given site in relation to a search term. We don’t know what the algorithm actually is, because search engines tend to keep this a closely guarded secret from competitors and from people looking to game the search engine to get to the top spots.
  • 19. 18 What is SERP? A Search Engine Result Page or SERP refers to the page that is displayed when a specific search query is entered to the search engine. Apart from showing a list of organic results, SERP might also include advertisements. What is Organic and Paid Listing/Result? A ‘search engine organic listing’ refers to the natural or unpaid listing of a website on a search result page. Organic listings are natural listings of web pages that Google has crawled, and deemed valuable for the search term. Google Ads are listed at the top and bottom of the Google search results page, and are paid for listings. These companies use Google Ad Words to get the placement. They bid money on a keyword to get the spot. When that company stops paying, the advert disappears.
  • 20. 19 SEO DefinitionandHow SEOMarketingWorks SEO is an acronym that stands for search engine optimization, which is the process of optimizing your website to get organic, or un-paid, traffic from the search engine results page. In other words, SEO involves making certain changes to your website design and content that makes your site more attractive to a search engine. You do this in hopes that the search engine will display your website as a top result on the search engine results page. Search engines want to provide the best service for their users. This means delivering results on the search engine pages that are not only high quality but also relevant to what the searcher is looking for. In order to do this, search engines will scan, or crawl, different websites to better understand what the site is about. This helps them deliver more relevant results to those who are searching for certain topics or keywords. Similarly, the search engines will scan the site to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the search engine results page. SEO is the process that organizations go through to help make sure that their site ranks high in the search engines for relevant keywords and phrases. For instance, let’s say that you have an article about how to build a birdhouse. In order to get your content in front of the right people, you want to try to optimize your this blog post so that it will show up as a top result for anyone who searches for the phrase “build a birdhouse.”
  • 21. 20 Why SEO is important While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. Organic search results cover more digital real estate, appear more credible to savvy searchers, and receive way more clicks than paid advertisements. For example, of all US searches, only ~2.8% of people click on paid advertisements. In a nutshell: SEO has ~20X more traffic opportunity than PPC on both mobile and desktop.SEO is also one of the only online marketing channels that, when set up correctly, can continue to pay dividends over time. If you provide a solid piece of content that deserves to rank for the right keywords, your traffic can snowball over time, whereas advertising needs continuous funding to send traffic to your site .Search engines are getting smarter, but they still need our help .Optimizing your site will help deliver better information to search engines so that you’re content can be properly indexed and displayed within search results. Short introduction to Google Updates A Google Update, such as the Mobile Update or Phantom Update, is the term used to describe a change affecting how rankings are calculated by the search engine, Google. Some updates are major algorithm changes and others may be the application of filters of a refresh of the data basis that an algorithm runs on. The general aim of any update is always to improve the relevance and quality of the search results, with most changes focusing on one or more particular features, such as an optimization to fight search engine spam or to combat duplicate content. Most updates are initiated manually and rolled out for Google’s individual country indexes. Some updates, like the Penguin Update or Panda Update, are already part of Google’s so- called “core algorithm”. They have become so integral to the search engine that they now develop continuously and automatically, and are no longer manually updated. Each year, Google implements over 600 adaptations and updates to its algorithms. Most of these alterations take place unnoticed and are not announced within the search engine industry. The most significant Google Updates take place when there is an adjustment to the structure and functionality of the algorithm. These have more of an impact a Data Refresh, which does not add any new features to the core algorithm, and simply updates the data used by the algorithm. Panda Launch date: February 24, 2011 Hazards: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing How it works: Panda assigns a so-called “quality score”to web pages; this scoreis then used as a ranking factor. Initially, Panda was a filter rather than part of Google’s ranking algo, but in January 2016, it was officially incorporated into the core algorithm. Panda rollouts have becomemore frequent, so both penalties and recoveries now happen faster.
  • 22. 21 How to adjust: Run regular site checks for content duplication, thin content and keyword stuffing. To do that, you’ll need a site crawler, like SEO Power Suite’s Website Auditor. Penguin Launch date: April 24, 2012 Hazards: Spammy or irrelevant links; links with over-optimized anchor text How it works: Google Penguin’s objective is to down-rank sites whose links it deems manipulative. Since late 2016, Penguin has been part of Google’s core algorithm; unlike Panda, it works in real time. How to adjust: Monitor your link profile’s growth and run regular audits with a backlink checker like SEO SpyGlass. In the tool’s Summary dashboard, you’ll find a progress graph for your link profile’s growth. Look out for any unusual spikes: those are reason enough to look into the backlinks you’ve unexpectedly gained. The stats that we know Penguin takes into account are incorporated into SEO SpyGlass’s Penalty Risk formula. To check for penalty risks, go to the Linking Domains dashboard,
  • 23. 22 navigate to the Link Penalty Risks tab, select your links, and click Update Penalty Risk. When the check is complete, check with the Penalty Risk column, and make sure to look into every link with a scoreover 50 percent. Hummingbird Launch date: August 22, 2013 Hazards: Keyword stuffing; low-quality content How it works: Hummingbird helps Google better interpret search queries and provide results that match searcher intent (as opposed to the individual terms within the query). While keywords continue to be important, Hummingbird makes it possible for a page to rank for a query even if it doesn’t contain the exact words the searcher entered. This is achieved with the help of natural language processing that relies on latent semantic indexing, co-occurring terms and synonyms. How to adjust: Expand your keyword research and focus on concepts, not keywords. Carefully research related searches, synonyms and co-occurring terms. Great sources of such ideas are Google Related Searches and Google Auto complete. You’ll find all of them incorporated into Rank Tracker’s Keyword Research module.
  • 24. 23 Pigeon Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia) Hazards: Pooron- and off-page SEO How it works: Pigeon affects those searches in which the user’s location plays an important part. The update created closer ties between the local algorithm and the core algorithm: traditional SEO factors are now used to rank local results. How to adjust: Invest effort into on- and off-page SEO. A good starting point is running an on-page analysis with WebSite Auditor. The tool’s Content Analysis dashboard will give you a good idea about the aspects of on-page optimization you need to focus on. A good way to start with off-page SEO is getting listed in relevant business directories. Not only do those act like backlinks, helping your site rank; they rank well in Google themselves. You can easily find quality directories and reach out to webmasters asking to get listed with Link Assistant. Mobile Launch date: April 21, 2015 Hazards: Lack of a mobile version of the page; poormobile usability How it works: Google’s Mobile Update (aka Mobilegeddon) ensures that mobile-friendly pages rank at the top of mobile search, while pages not optimized for mobile are filtered out from the SERPs or seriously down-ranked. How to adjust: Go mobile and focus on speed and usability. Google’s mobile-friendly test will help you see which aspects of your page’s mobile version need to be improved. The test in integrated into Website Auditor so you can check your pages’ mobile friendliness quickly. You’ll find it in Content Analysis > Page Audit, under the Technical factors tab
  • 25. 24 Rank Brain Launch date: October26, 2015 Hazards: Lack of query-specific relevance features; shallow content; poorUX How it works: RankBrain is part of Google’s Hummingbird algorithm. It is a machine learning system that helps Google understand the meaning behind queries, and serve best- matching search results in response to those queries. Google calls RankBrain the third most important ranking factor. While we don’t know the ins and outs of RankBrain, the general opinion is that it identifies relevance features for web pages ranking for a given query, which are basically query-specific ranking factors. How to adjust: Optimize content for relevance and comprehensiveness with the help of competitive analysis. With the help of WebSite Auditor‘s TF-IDF tool, you can discover relevant terms and concepts used by a large number of your top-ranking competitors: those are a brilliant way to diversify your
  • 26. 25 Possum Launch date: September 1, 2016 Hazards: Tense competition in your target location How it works: The Possum update ensured that local results vary more depending on the searcher’s location: the closer you are to a business’s address, the more likely you are to see it among local results. Possum also resulted in greater variety among results ranking for very similar queries, like “dentist denver” and “dentist denver co.” Interestingly, Possumalso gave a boostto businesses located outside the physical city area. How to adjust: Expand your keyword list and do location-specific rank tracking. Local businesses now need to be targeting more keywords than they used to, due to the volatility Possum brought into the local SERPs. As you check your rankings, make sure you’re doing this from your target location (or, better yet, a bunch of them). You can do this in Rank Tracker under Preferences > Preferred Search Engines. Click Add Custom next to Google. Next, specify your preferred location — you can make it as specific as a street address. What is the type of SEO?
  • 27. 26 What is On-Page SEO? On page SEO refers to all the activities performed within the websites to get higher ranking and more relevant traffic from the search engines. On page SEO is related to the optimization of the content as well as the HTML source code of any web page. Some of its aspects include meta tags, title tags, meta description and heading tags. What is Off-Page SEO? Off page SEO relates to the other aspects that influence the search ranking of websites on the Search Engine Result Page. It refers to the promotional activities, such as content marketing, social media and link building performed outside the boundaries of any web page to improve its search ranking. FactorsthatAffectOn-pageandOff-pageSEO ContentMarketing Before we dive into some of the factors of on and off-page SEO, let’s talk about content. Content is effective in both attracting the search engines and helping your organization make connections with site visitors. The more quality, relevant content pieces that you have on your site, the more likely search engines will be to rank your pages higher on the search engine results page. Similarly, the more engaging and effective content you have on your site, the more likely your visitors will be to spend some quality time on your website and maybe even make a purchase. The secret to creating content that is optimized for both the search engines and your human site visitors is to create a variety of different types of content pieces that are well-written and on topics that are most relevant to your audience. Here are just a few types of content that you can focus on to help improve your content offering and, thus, your search engine rankings:  Blog posts and articles  Social media content  E-books and whitepapers  How-To Guides and Tutorials  Videos and audio recordings  Info graphics or other visual content
  • 28. 27 Another important thing to consider when creating content for your site is SEO keywords and phrases. These are relevant words and phrases that a search engine user might type in when looking for answers to their questions or relevant products and services. When you create content around these keywords and phrases, you improve your chances of ranking higher for these keywords on the search engine results page. Yet another factor that can impact your content, and thus your search engine ranking, is how fresh your content is. Freshness basically refers to how often your organization posts new content to your site. However, creating brand new content is not the only way to keep your content fresh. You can also freshen up your content by updating posts, rewriting them to make them more effective, or adding new information and statistics over time. Though creating content takes time and resources, it will more than pay off in the end. Search engines love great content and consumers need quality content to better understand the value your organization can provide. Start off by creating a few blog posts and work to build a following on social media. Once you have a group of loyal fans and followers, your organization can work to create different types of media to attract and engage new leads. On-PageSEO The on-page SEO factors are those elements that happen on your website. These are the things that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO. This goes beyond just your content marketing to the deeper levels of your site’s HTML. Here are just a few of the on-page SEO factors that can help you improve your search ranking:  Title Tag – The title tag on each page tells the search engines what your page is about. This should be 70 characters or less, including both the keyword your content focuses on and your business name.  Meta Description – The Meta description on your website tells search engines a little bit more about what each page is about. This is also used by your human visitors to better understand what the page is about and if it’s relevant. This should include your keyword and also provide enough details to tell the reader what the content is about.  Sub-headings – Not only do sub-headings make your content easier for visitors to read, but it can also help improve your SEO. You can use H1, H2, and H3 tags to help search engines better understand what your content is about.  Internal Links – Building internal links, or hyperlinks to other content on your site, can help search engines learn more about your site. For example, if you are writing a post about the value of a specific product or service, you can link to the product or service page in your blog post.  Image Name and ALT Tags – If you are using images on your website or within your blog content, you will also want to include your keyword or phrase in the image
  • 29. 28 name and alt tag. This will help search engines better index your images, which may appear when users perform an image search for a certain keyword or phrase. When strategically placing your SEO keywords and phrases on your pages, it’s important to avoid over-optimization. Google and other search engines will penalize your page if it attempts to use keywords too many times throughout the content. In addition, you want to make sure that each piece of content focuses on just one or two keywords. This helps ensure that your content is specific and relevant. Trying to tackle too many keywords at once may negatively impact your search engine optimization as it often makes for un-focused and thin content. While site content plays a vital role in your search engine rankings, it’s also important to consider your site architecture. You want to use a website design that makes it easy for search engines to scan or crawl your pages and content. Building internal links between your pages, creating a sitemap and submitting your sitemap to search engines can both help improve your site’s crawlability and give your search engines a better understanding of your content. Yet another concern when it comes to your site’s architecture is whether or not your website is mobile-friendly. Many consumers are searching for information and brands on their mobile devices. You need to make sure that these users are able to view, read, and navigate your website from their mobile device. Not only does this impact the user experience, but it can also affect your SEO. Off-Page SEO In addition to the on-page SEO elements that your organization has control over, there are also off-page SEO factors that can impact your ranking. Though you do not have direct control over these off-page factors, there are ways that you can improve your chances of having these factors work out in your favor. (But more about that later!) Here are a few of the different off-page SEO factors that can impact your search engine rankings: Trust – Trust is becoming an increasingly important factor in a site’s Google ranking. This is how Google determines whether you have a legitimate site that visitors can trust. One of the best ways to improve trust is by building quality backlinks from sites that have authority. Links – One of the most popular ways to build off-page SEO is through backlinks. You want to be careful here as spamming sites with your links is a quick and easy way to get your site banned from the search engines. Instead, take the time to build relationships with influencers and fans who create quality content and will link back to your site in their own content. Social – Another important off-page SEO factor are social signals, such as likes and shares. When it comes to boosting SEO, you want to look for quality shares from influencers. The more quality content you publish, the more likely you will be to get people to share your content with others.
  • 30. 29 Though you do not have direct control over what happens outside of your organization, you can increase your chances of improving off-page SEO simply by creating quality content that others will find valuable. The more relevant and interesting your content is, the more likely others will be to link to your content and share it on social media. The more people trust your content, the more the search engines will as well. What are the types of SEO techniques? What Is Black Hat SEO? BlackHatSEOismostcommonlydefinedasadisapprovedpracticethatneverthelesscouldincrea sea page's ranking in a search engine result page (SERP). These practices are against the search engine's termsofserviceandcanresultinthesitebeingbannedfromthesearchengineandaffiliatesites. However,sometimesthereisachancetogetquickrankingbyconjuringtheSearchEnginebutyoua re definitely going to be caught and penalized. Name a few Black Hat SEO techniques? Content Automation Dowry pages Hidden Text Links Keyword Stuffing Sneaky Redirects Cloaking Link Schemes Guest Posting Networks Link Manipulation (includingbuying links) Article Spinning Link Farms, Link Wheels or Link Networks Rich Snippet Markup Spam Automated Queries to Google Creating pages, sub domains, or domains with duplicate content Pages with malicious behavior, such as phishing, viruses, Trojans, and other Mal-ware.
  • 31. 30 What is white hat SEO? Insearchengineoptimization(SEO)terminology,whitehatSEOreferstotheusageofoptimiz ation strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. What is gray hat SEO? Gray Hat SEO is difficult to define. Gray Hat SEO is not something between Black Hat and White Hat, but rather "the practice of tactics/techniques which remain ill-defined by published material coming out of Google, and for which reasonable people could disagree on how the tactics support or contrast with the spirit of Google’s published guidelines. Black Hat vs. White Hat SEO When it comes to SEO, there are two different approaches that organizations take to optimizing their sites for the search engines – black hat vs. white hat SEO. Some organizations are only interested in SEO so that they can rank their content quickly and make some money in the short-term. Black hat SEO involves tactics that focus on optimizing content only for the search engines. This means that organizations are not considering the human visitors that will read and navigate their site content. These organizations will bend or break the rules in order to improve their site rankings to make a quick buck. In the end, this approach to SEO produces pages that are often difficult for people to read and look a whole lot like spam. Though the sites may rank more quickly than those that are optimized properly, these sites are often penalized or banned by search engines rather quickly. On the other hand, white hat SEO is an effective approach to optimizing your website for search engines and building a sustainable business online. This approach to search engine optimization involves focusing on the human audience that will be clicking on and reading the site’s content. The goal of this type of SEO is to produce the best content possible on a site that’s easy to read and navigate while also following the search engine’s rules for optimization. It’s important to note that though black hat SEO tactics might help you rank quickly, it is inevitable that the search engines will eventually figure out what you are doing and penalize your site. What is a keyword? Keyword means any word serving as a key . Keyword in SEO refers to the key phrases and words included in the web content which helps the users to find the specific website by entering relevant search queries over the search engines. What is long tail keyword? Long tail keywords are phrases containing over 4+ words that make search results highly specific.
  • 32. 31 What is the definition of URL? Uniform Resource Locator or URL acts as a generic term used to specify all kinds of web addresses found on the web. URLs provide users with ways to identify and locate resources and documents on the web. URLs contain internet protocols, IP address of the host and the domain name along with other information. https://www.example.com What is a domain name? A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name can be any combination of letters and numbers, and it can be used in combination of the various domain name extensions, such as .com, .net and more. What are the types of business models? There are two types of business models are available both in offline marketing and online marketing as well. They are B2B(Business to Business) and B2C(Business to Customer).The selling of goods and services between two business entities is known as Business to Business or B2B.The transaction in which business sells the goods and services to the consumer is called Business to Consumer or B2C. Who is a Webmaster? A webmaster is a personresponsible for maintaining one or many websites. The title may refer to web architects, web developers, site authors, website administrators, website owners, website coordinators, or website publishers. What is an E-Commerce website? Commerce websites are online portals that facilitate online transactions of goods and services through means of the transfer of information and funds over the Internet. In the early days ,E-Commerce was done partially through emails and phone calls. Now, with a single website, anything and everything that a transaction needs , can be executed online. What does traffic mean to a website? Traffic refers to the visitors who arrive at a website by clicking search results or any link or directly typing the domain name in the browser .There are three types of traffic available viz. Direct Traffic, Referral Traffic and Search Engine Traffic. What is domain authority (DA)? Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). Domain Authority is calculated by evaluating multiple factors, including linking root domains and number of total links, into a single DA score. The highest DA that a website can attain is 1. What is a keyword? Keywords are ideas and topics that define what your content is about. In terms of SEO, they're the words and phrases that searchers enter into search engines, also called "search queries." Why are keywords important? Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search
  • 33. 32 engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you chooseto target will determine what kind of traffic you get. How differently keywords function? "Do"Transnational Queries: I want to do something, such as buy a plane ticket or listen to a song. "Know"Informational Queries: I need information, such as the name of a band or the best restaurant in New York City. "Go"Navigation Queries: I want to go to a particular place on the Internet, such as Facebookor the homepage of the NFL. What is the difference between head and long-tail keyword? Head Keyword Long-tail Keyword High search volume Low search volume High ranking competition Low ranking competition Low converting traffic High converting traffic A few words Many words Best for top-level pages Best for lower-level pages Multiple search intents Singular search intent What is keyword competition and how to find it? Keyword competition is the measure of how difficult it will be to rank for a particular keyword. The competition for a keyword can vary depending on how popular the keyword is and industry competition. Put the keyword with double quote in the search box and it will give you the keyword competition value. What is keyword research? Keyword research is the first piece of analysis that any SEO practitioner should embark upon in a search engine optimization (SEO) project. It's an extremely important component in the overall analysis since it is from the keyword research that we determine the optimum
  • 34. 33 keywords to rank for. “Google Keyword Planner” is the bestonline free toolfor keyword research. What is searchvolume for a keyword? Search Volume is simply the amount or quantity of searches that occurfor a particular keyword or term, often expressed as searches per month. What is LSI? LSI Keyword is keyword that is semantically linked to a main keyword. In a nutshell, LSI keywords are keywords that we generally find related to a main keyword. In SEO (search engine optimization) context, they are keywords that we should be using in our content to help search engines understand our content better. In fact, LSI keywords help you to increase your organic search engine traffic and improve your ranking. For example, 'apple' and 'Nokia' are LSI keywords because they share the same context and are frequently found together. But they are not synonyms. What are the places of a website where keywords canbe used? Search engine optimization (SEO) is essential to the success of most websites, and how you use your keywords is a big contributing factor to that success. It becomes even more important if you’re relying purely on organic search results to drive traffic to your website, rather than paid advertising. Here are some of the places where a keyword can be used: 1. Page Title 2. Meta Description 3. Headings and Subheadings 4. Body of the content 5. URL 6. Filename 7. Alt tags What is key word stuffing? Keyword stuffing is the practice of inserting a large number of keywords into Web content and meta tags in the attempt to artificially increase a page's ranking in search results and drive more traffic to the site. Keyword stuffing is considered an unethical SEO technique at best and an attack technique at worst. The practice is often used to drive traffic to fraudulent or malicious websites. Keyword stuffing in content is known as spamdexing. Keywords may be hidden in content through a number of methods, such as matching font color to the background, setting font size to zero or putting it behind an image. What is keyword stemming in SEO? Keyword stemming is a useful tool for web pages and search engine optimization. The process of keyword stemming involves taking a basic but popular keyword pertaining to a particular website and adding a prefix, suffix, or pluralization to make the keyword into a new word.
  • 35. 34 What is keyword density? Keyword density is the percentage of the number of times a keyword appears on a page divided by the total number of words in that page. So if in an article of 100 words you are using your keyword 10 times, your density will be 10%. Having 2% keyword density is considered ideal. What is key word proximity? Keyword Proximity refers to the distance between two words or phrases, or how close keywords are to each other within a body of text. The closer the two keywords are to each other, the higher the weight for that phrase. Considerthese two examples: We sell blue widgets at a price you can afford and 2) All of our affordable widgets come in shades of blue. The phrase blue widget has better keyword proximity in the first example than in the second, as the words are closer to each other. If all else were equal, the first example would rank higher than the second. What is keyword ranking? The SEO Keyword Ranking metric measures your search engine rankings for targeted keywords and analyzes changes in that ranking overtime It's a well-accepted fact that the top 3 keywords receive the majority of clicks in search results, with the lion's share going to the first result. Keyword ranking can be checked manually directly for the SERP or with the help of Rank tracker tools like “ahref” What is a negative keyword and what is its use? A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match. For example, when you add "free" as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any search containing the term "free." On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site's content. OFF-PAGE SEO Off-page SEO refers to activities you can perform outside the boundaries of your website. The most important are: Link Building Social Media marketing social bookmarking
  • 36. 35 What are the benefits of ‘off-site SEO’ to web site owners? A successfuloff-site SEO strategy will generate the following benefits to website owners: Increase in rankings – The website will rank higher in the SERPs and this also means more traffic. More exposure – Higher rankings also means greater exposure because when a website ranks in the top positions: it gets more links, more visits and more social media mentions. What is Link Building? Link building is the most popular and effective 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. What are back links? Back links are also called incoming links that help users to shift from one web page to the other web pages. These links play an important part in SEO. Why are back links important in SEO? Quality back links bring more referral traffic to a website/blog, and most importantly will improve the ranking of a webpage. What is a Do-Follow link? Do follow links are an HTML attribute that is used to allow search bots to follow the links. If a webmaster is link to your site with do follow link, search engine bots and people can follow you. They pass on link juice and really benefit your website to get a high Page Rank. Google takes notes of Do follow links and figures how many users are linking to your page in order to get how really good the page is. The more Do follow links you have, the more points you will get. The best way to give the follow link is to use the keyword as the anchor text. Here is an example: <a href=“https://seranking.com/”>SE Ranking</a> It is important not only to get Dofollow link from anywhere, but to gain a follow link from a reputable website. If you can post a link on New Your Times or CNN, you will cut a melon! Dofollow links are links that can help you to increase Page Rank, gain more SEO points and boost link juice what makes your site highly ranked in SERP. Dofollow links are real votes of credibility by Google. What is a No-Follow link? Nofollow links don’t allow search engine bots to follow your links. These links don’t pass on link juice. Only people can follow these links. They don’t help you to boost Page Rank, website rankings and have no SEO value. It is a notice for search engine not to count a link. As we know Nofollow links don’t pass any link juice but it can help to get traffic on your website. I guess you’ve noticed many times the Nofollow rel tag. If you use the Nofollow link HTML tag, you won’t do any harm for your website. Search engines even respect this tag Here is the example of this tag:
  • 37. 36 <a rel=”nofollow href=”https://seranking.com/”>SE Ranking</a> The Nofollow tag can be good for SEO – most webmasters use this tag not to follow untrusted content. These links belong in paid links, forums, blog comments and some untrusted content. Google have recently noticed that they will count Nofollow links to boost PR for your page. But it depends on where the link is placed and the quality of it. If you place it at the begging of your text, it will give more impact than if you postit at the bottom of the page. The Benefits of Nofollow links for SEO You should follow the principle of diversity. I mean it is important to use Nofollow links for your inbound link profile. It will look suspicious if all inbound links are Dofollow and it is not natural. Don’t you think so? Therefore, you need to balance your links and use both Dofollow and Nofollow links. A healthy mix of Nofollow links can even give a good influence on Dofollow links. I guess with any link you can get much traffic. Good and quality link is a gateway in your website that shows your content and can give a good amount of traffic. If you have Nofollow links on Wikipedia or Google blog it doesn’t mean the link is not valuable, vice versa,sites with a lot of traffic can give many benefits. That sort of traffic will allow you to deal with conversions, leads and even get a Dofollow link. Getting links on social media is what you should lead to creative awareness about your content. It is really good to get links on authoritative websites and social media, forums and blogs that can attract good traffic to your websites. How to check whether a link is Nofollow or Dofollow There are a few ways how to check the type of links: Dofollow or Nofollow.  Right-click on a page and click “view source. You will see a screenshot. In the source code, you need to press Ctrl+F and search for your site name and comments in the screenshot. Now you can check the type of a link.  There are many useful extensions you can download for Firefox or Chrome automatically that will def ine whether a link is Dofollow or Nofollow.
  • 38. 37 For Firefox you can use: SEO Quake Nodofollow For Chrome browser you can try out: NofollowSimple For WordPress blog, you can use the Robots meta plugin to define noindex, nofollow and noarchive tags on a post. If you want to remove all Nofollow links from comments, you can try Dofollow plugin. Google’s 2019 updates on nofollow links Prior to the September 2019 update, Google treated the “nofollow” attribute as an instruction to ignore the link. From now on, Google takes it as a hint for rankings and later on — starting in March 2020 — it will use it as a hint for crawling and indexing as well. What does “using it as a hint for rankings” mean? Previously, the “nofollow” attribute was a command, and now it’s rather a recommendation. This means that if Google deems it necessary – it will give such links credit, recognize them as spam or use them for various ranking purposes. Long story short:  Google didn’t use nofollow links for rankings or indexing.  As of September 10, it uses them as “hints” for rankings.  Starting on March 2, 2020, Google will be using them as “hints” for crawling and indexing. Moreover, Google initiated two new link attributes to point out the specific role of a link: rel=”sponsored” and rel=”ugc”. Up until now, the “nofollow” attribute was the only way to mark a link that shouldn’t be taken into account by Google. Now, Google suggested more specific options. The “sponsored” attribute should mark all paid and sponsored links. And “ugc” should be applied to links in user-generated content, i.e. comments, forum posts, etc. Does it mean we should rush to replace the nofollow attribute with the new ones? No, it’s okay to leave your paid or user-generated links with “nofollow” attributes. Can the new attributes be used in combination with “nofollow”? Yes. You can use them together if needed: rel=”nofollow sponsored”, rel=”nofollow ugc”. What is internal linking? Internal Linking is a process of providing hyperlinks on the web pages that connect to the same domain. It is another way of directing the visitors from one web page to another of the same website.
  • 39. 38 What are incoming links? Inbound Links, also known as incoming links or back links, refer to the hyperlinks present on a third-party web page that directs users to your web page only. What is an outgoing link? An outbound link is a hyperlink that points at a targeted or external domain and is different from the links present on the Source domain. For example, if you provide links of other third-party web pages on your website, those would be external links to your site. What is anchor text? Anchor text denotes to a visible hyperlinked text that can be clicked through. Such hyperlinked texts link to different documents or locations available on the web. These texts are often underlined and blue in color, but different colors might be given with the changes in the HTML code. What is Image Alt Text? Google Bots cannot process images on the web. Therefore, it makes use of the alt attributes to understand what an image is all about. The Image Alt text is generally considered as an alternate text for an image, which provides a textual alternative to the web crawlers to index the web page bearing the image. What is Directory Submission in SEO? Directory submission is the process oflisting your site to various directories or databases under the correctcategory or sub category. Be sure to submit your site under the most appropriate category to take the full advantage of directory submission. What is SearchEngine Submission? Search engine submission refers to a specific activity of the web masters in which a website is directly submitted to the search engine so that its online recognition and visibility is increased. In other words, it is one way of informing the search engines about the existence of any website, which is then indexed by the search engines and reflected on the SERP page. Is search engine submission necessary? You don’tneed to submit your website to search engines. The majority of search engines nowadays (Google, Bing and Yahoo) crawl and index pages by following links. What is Article submission? Article submission is considered a part of Off Page SEO optimization. Article submission, which involves the presentation of articles to online article directories like EzineArticles, GoArticles, Article Trader etc. with properanchor text for link building, is performed for the promotion of any website. What is Press Release submission? Press release submission involves writing press releases and submitting them to effective and popular PR sites for building incoming links to any specific website. It also enhances the online visibility of websites in the future.
  • 40. 39 What are Classified ads? A classified ad is a form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge. Classified advertisements are much cheaper than larger display advertisements used by businesses, although display advertising is more widespread. What is Forum Posting? Forum posting is the act of engaging, interacting, and writing on a forum thread by leaving a simple response to the thread or to a particular post by a user on the same thread. Posting on popular forums is a powerful method of engaging and interacting with new users, while driving prospective clients to your website or business. What is Guest posting? Guest posting is the process of creating content and publishing it on another person’s website. Guest posting blogs allow to show author bio (writer) at the top or bottom of an guest post. Blogs are the most popular platform for guest posting. This is a great way to build an online reputation, backlinks and for a company to get much needed recognition. What is Blog commenting? Blog commenting is a popular online marketing strategy of leaving thoughtful comments on a blog post, where an individual or a business should be able to gain online presence. What is Influencer Marketing? Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you. What is broken link building? Broken link building is a link building tactic where a marketer contacts a webmaster who has a broken link on his/her site and recommends one or more alternatives that include his/her target site. What is contextual back link? Contextual back links are links to external websites that are placed within the main or primary content of a web page. Contextual back links are much more powerful than any other back links. WEBSITE AUDIT What is a website audit? Website audit is a full analysis of all the factors that affect website’s health and visibility in search engines. This standard method gives a complete insight into any website, overall traffic and individual pages. Website audit is completed solely for marketing purposes. The goal is to detect weak points in campaigns that affect web performance. The website audit starts from a general analysis of a website aimed at revealing the actions needed to improve search engine optimization (SEO). Many tools offer recommendations
  • 41. 40 on how to raise the website rankings in search that can include on page and off page SEO audit such as broken links, duplicate meta descriptions and titles, HTML validation, website statistics, error pages, indexed pages and site speed. Site audit is applicable for all online businesses and improves different aspects ofthe websites. There are multiple types of site audits, but the most well-known types of SEO audits are the following: Website health audits - analyzing overall health of the website while revealing all issues that require immediate attention. Security audits - accessing a site for potential vulnerability issues such as high value sites and high-risk verticals. Competitive site audits - the ability to monitor all gaps and opportunities for website promotion, and detect the benefits and drawbacks of competitors.[citation needed] Red flag and recovery audits - analyzing a website for impending penalties and site metrics when there is an oncoming peril of algorithmic penalties.[citation needed] Conversion optimization audits - accessing a site for possible technical and onsite conversion problems.[2] Technical SEO audits - this often involves crawling the entire site, beginning with a review of site content, structure, and adherence to best practices such as web accessibility. Robots ExclusionProtocol: A robots.txt file lives at the root of your site. So, for site www.example.com, the robots.txt file lives at www.example.com/robots.txt. robots.txt is a plain text file that follows the Robots Exclusion Standard. A robots.txt file consists of one or more rules. Each rule blocks (or allows) access for a given crawler to a specified file path in that website. HTML SITE MAP: Visitors sitemap is the normal HTML/PHP/asp page that contains all the pages of a website in a structured way. Keeping a sitemap increases the user experience on the Website. Unlike robots.txt file, the sitemap file also lives at the root So, for site www.example.com, the HTML sitemap lives at www.example.com/sitemap.html Toolto Generate HTML sitemap: https://websiteseochecker.com/html-sitemap-generator/ XML Sitemap: A Sitemap is an XML file that lists the URLs for a site. It allows webmasters to include additional information about each URL: when it was last updated, how often it changes, and how important it is in relation to other URLs in the site. This allows search engines to crawl the site more intelligently. Tools to create sitemap: https://www.xml-sitemaps.com/ https://xmlsitemapgenerator.org/sitemap-generator.aspx
  • 42. 41 HTML VALIDATION Invalid code may be interpreted inconsistently by some browsers, which can impact on the look or functionality of your site and, therefore, the way some users interact with it. So we must edit or remove all the possible erroneous codes from the website. Toolto find out the HTML errors: https://validator.w3.org/ Cross-Browser Compatibility: Cross Browser Testing is a process to test websites/web applications across multiple browsers. Cross browser testing involves checking compatibility of your application across multiple web browsers and ensures that your web application works correctly across different web browsers. Toolto check Cross Browser Compatibility of a website: http://browsershots.org/ Why Cross Browser Testing is necessary? ● There is no universal browser which everyone uses. End users have their choice to use browser which they are comfortable with ● To enhance the user experience and thereby, business ● To know if there is any bug Meta-robots Tag: The robots meta tag lets you utilize a granular, page-specific approach to controlling how an individual page should be indexed and served to users in search results. Here is an example of a robots meta tag that instructs web crawlers to not index the page and to not crawl any of the links on the page: <meta name="robots" content="noindex, nofollow"> You need to check the backend code of homepage/any page to find if such a tag is present. If we really want to block the page then the presence of this tag is fine else we have to remove this line of codeto get the page indexed by Search Engines. COPYRIGHT YEAR This is normally found in the footer of a website. It has nothing to do with Google but it should be the update to the current year. So that we can claim if someone copies the content or images of a site. It says the freshness of the site to the users. .
  • 43. 42 LOGO HYPERLINK: Logo of the site should be hyperlinked to the homepage for easy navigation and better user experience. FAVICON: It is the short form of favorite Icon. This is a small icon, that appears at the extreme left of the URL bar while accessing your site. CLICKABLE EMAIL ADDRESS: The Emails on the site should be clickable that is when some clicks on the Email address it should open a new email page( if the user is logged into any email client program). This improves the conversion rate of a website. CLICKABLE PHONE NUMBER: The phone number on the website should be clickable that is when someone clicks on the phone number, then the user/customer must prompted to call the number directly from the device if supports calling features for e.g., mobile device. CONTACTINFORMATION: As a business owner, having a contact us page connects visitors to potential customers for your business website. A ‘Contact Us’ page is an effective way to show that you are real and have nothing to hide thus eliminating any fear in buying from you. SOCIALMEDIA INTEGRATION: Linking to your social profiles (social tagging) allows users to employ their own language to organize and retrieve content and encourages social collaboration between peers by making those tags visible to others. Organizations are thus looking to social tagging as a potential solution for increased find ability on internets, news/blog monitoring and collaboration in work groups. You need to check if the site has linked to its social profiles or not. If not linked then to improve the trust among the visitors it is a must. If the business doesn’t have social profiles then it should be recommended to create new business profiles and link to the website. CANONICALISSUE: A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or "duplicate" content appearing on multiple URLs. How to check? This can be done manually by looking at the website. Example: You are trying to check for www.yourdomain.com
  • 44. 43 1. Open www.yourdomain.com and in another tab open yourdomain.com (without www.) if both of these resolve to either www.yourdomain.com or yourdomain.com then this site doesn’thave any canonical problem. 2. If it doesn’t resolve to one single URL then view the source code by pressing Ctrl+u and check if the has canonical tag (<link rel="canonical" href="https://www.yourdomain.com/" /> and if you find any such tag then the canonical problem has already been taken care and if it doesn’t have then you should recommend to add a canonical tag to the website. 404 ERROR: Before going to 404 error we should know a little more about server responsecodes. What are server responsecodes? When you open any website/page in the browser, your browser tries to communicate with the webserver and If the server finds the requested page available then it returns the page to your browser and you now able to see the page. There are many response coded but following are some of the most commonly seen responses: 200:OK i.e the page you have requested is available and rendered in the browser 301: Permanently Redirected: The page you have requested has redirected to another page and that page will be rendered in the browser 302: Temporary Redirection: Requested page is redirected temporarily to another page but in near future the requested URL will be available. 404:Client Error: The requested resource/page is not available in the server 500: Server Error: Internal Server Error A generic error message, given when an unexpected condition was encountered and no more specific message is suitable. As stated above 404 error happens when the requested page is not available in the server or sometimes while typing the URL we do type it wrongly(typo) in that case it results a error page. However, for any reason if this happens while a visitor is in your site, it may close the browsing but to retain the visitor with in your website we create a customized page that is programmatically configured to render while such incident happens. Ideally this page contains a 404 error message and the links of some of the important pages of the website to give a way to the visitor to again get into your website.
  • 45. 44 GOOGLE ANALYTICS Google Analytics is one of the most popular digital analytics software. It is Google's free web analytics service that allows you to analyze in-depth detail about the visitors on your website. It provides valuable insights that can help you to shape the success strategy of your business. The Analytics snippet is a small piece of JavaScript code that you paste into your pages. It activates Google Analytics tracking by inserting ga.js into the page. To use this on your pages, copy the code snippet below, replacing UA-XXXXX-X with your web property ID. Paste this snippet into your website template page so that it appears before the closing </head> tag. A sample analytics codelooks like this: So if you find the same kind of code is available in the website then it helps to track the traffic of the website and if it is not available then you need to signup for a Google account to get a code for your website. How to know if a site has GA or not? Go to the sourcecodeand find. Google SearchConsole/Google Webmaster: Google Search Console is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites. As of May 20, 2015, Google rebranded Google Webmaster Tools as Google Search Console. To get the webmaster codeyou need to create an account here: https://www.google.com/webmasters/ then you can add your site and upload the codeto your website. BROKEN LINKS: A broken link or dead link is a link on a web page that no longer works. You can check if a site has broken link with this tool: https://www.brokenlinkcheck.com/broken-links.php META TITLE TAG: The title tag is an HTML title element critical to both SEO and user experience that is used to briefly and accurately describes the topic and theme of an online document. Most search engines truncate titles containing more than 75 characters. Incomplete and shortened titles look unappealing to users and won’t entice them to click on your page. It should be placed in the head section of a webpage. This is appears in the SERP as a clickable link to the website. This is quite important aspect of a website as this conveys the meaning of the webpage even before a visitors comes to a website. It should contain the most relevant keyword/s according to the content of the specific page.
  • 46. 45 META DESCRIPTIONTAG: The description tag is an HTML description element useful to both SEO and user experience that is used to briefly and accurately describes the topic and theme of an online document. It is equally important as it also appears in the SERP. The ideal length of a meta description should be 120 characters. Meta description to be placed in the head section of a webpage. To check if a website is having meta title and meta description or not, you need to go to the backend(Ctrl+U) of the website and check for the same. Here is a picture of the backend of a website to visualize the meta elements: SecuredSite Check: Generally, secure websites use encryption and authentication standards to protect the confidentiality of web transactions. Currently, the most commonly used protocol for web security is TLS, or Transport Layer Security. This technology is still commonly referred to as SSL, or Secure Sockets Layer Look at the URL of the website. If it begins with “https” instead of “http” it means the site is secured using an SSL Certificate.
  • 47. 46