digital marketing mumbai
TRANSCRIPT
Introduction to Digital Marketing
1st Step Towards New Channel
Traditional vs Digital Marketing
Traditional Marketing●PERSONAL SALES CALLS●PRINT MEDIA,HOARDINGS●DIGITAL MEDIA - TV,RADIO●ROAD SHOWS●TRADE FAIRS●EXHIBITIONS
Pros & Cons of marketingProsREACH
Cons1. COST2. NON TARGETABLE AUDIENCE3. INFORMATION 4.ANALYTICS-MARKET RESEARCH
Digital Marketing- Internet Marketing1. REACH - Numbers Speak All2. CONSUMER CYCLE 3. INFORMATION4. CONVENIENCE5. TARGET6. COST7. ANALYTICS
Website
SEO SMO PPC /Adwords
E-mail Marketing
Analytics
SEO
SEO- SEARCH ENGINE OPTIMIZATION
Target :GETTING YOUR WEBSITE LISTED ON THE “FIRST PAGE OF GOOGLE SEARCH” IN THE ORGANIC OR NATURAL LISTINGS.
Should I Invest In SEO?It is cost-effective :SEO provides fairly good ROISearch engines grabbing more market share : Somewhere between 80-90% of customers now check online reviews prior to making a purchase
Should I Invest In SEO?Rise of mobile bandwidth and local search optimization : dramatic explosion in mobile usageYour competitors are doing it : “Remember, SEO is a never-ending process”
Basic of InternetThe Internet is the global system of interconnected computer networks that use the Internet protocol suite (TCP/IP) to link billions of devices worldwide.
Client PC, Servers, Protocol, wifi, IP Add. ….
Typical page request flow
http://www.website.com
182.18.156.44
182.18.156.44
Server
Database
URL structure
http://www.yourwebsite.com/category/blog?val=3
More read : https://moz.com/blog/15-seo-best-practices-for-structuring-urlsProtocol
Subdomain
Root Domain
Top-Level Domain Page
Subfolder
Page
Parameter
Basic HTML<!doctype html> <head> <title>Keywords Title</title> <meta name="description" content="content with keywords"> <!--other meta tags--> <!--analytics code--> </head> <body> <!--tracking code--> </body></html>
How Search Engines works?Search engines have one objective – to provide you with the most relevant results possible in relation to
your search query.
Happy searcher = more likely to come back to the same search engine time and time again
How Search Engines works?CrawlerAlso known as spider,robot,bot)-Fetches the info
➔ Follows links (Find)➔ Gather info (Read)➔ Add to database (Index)
Technical issues can affect this
Algorithm
(Ranking formula)-Determine relevancy200+ factors to major things
How Search Engine Works?
Other videos : https://www.youtube.com/watch?v=KyCYyoGusqs https://www.youtube.com/watch?v=qRF_tZkV2TY
Parts of SEO1.On Page SEO (What you say?) Create a store(website) and optimize for customer (Bots and user)2. Off Page SEO (What Other say?) Let my customer know about my store through different-different Channels
Steps for SEO
1.ResearchMarket ResearchCompetitor Research (Keywords with SERP)Data GatheringKeyword ResearchWebmaster tool
Keyword ResearchBest performing
keywordsNew opportunitiesKeyword themeAudience need &
interestsLong tail keywords
Tools:Google keyword
plannerSEMrushKeywordtool.ioMoz Keyword
Explorer
2.On-Page SEOContent: word count
1000-1200 with 2-3% keywords
Links: internal 2-3UI & UXMeta tagsH1/2/3 tags
Tools:Audit: Woorank, Raven,
SEOSiteCheckupContent Opti. : Buzzsumo,
coscheduleRank Checker : seo
powersuite, web ceoscreaming frog
On Page SEO ChecklistTitle tags:60 characters (75max)<title></title>Meta descriptions : 140-155 characters (200 max)<meta name="description" content=" " ><meta name="keywords" content="">Canonical tag:<link rel="canonical" href="http://example.com">Headings:at least one H1 tag related to your topic<h1></h1>
Site structure : any page accessible within 3 clicks maxImages: Include at least one image in your content,alt tagInternal linking:URL: ➢ use absolute urls➢ no www➢ use keywords in urlSchema.org: for wp use Schemaplugin.comOther meta tags: http://www.metatags.info/all_meta_tags
Other Tags<meta name="robots" content="index, follow"/><meta name="revisit-after" content="7 days"/><meta name="abstract" content=" "/><meta name="copyright" content="Private Limited"/> <meta name="googlebot" content="noodp"/>
Open Graph Tag (http://ogp.me/)<meta property="og:url" content="http://example.com/"/><meta property="og:type" content="website"/><meta property="og:locale" content="en_US"/><meta property="og:site_name" content=" "/><meta property="og:title" content=" "/><meta property="og:description" content=" "/><meta property="og:image" content=" http://example.com/margo1.png"/><meta property="og:image:width" content="500"/><meta property="og:image:height" content="145"/>
Twitter Cards<meta name="twitter:domain" content=" example.com "/><meta name="twitter:site" content=" @user_name "/><meta name="twitter:title" content=" "/><meta name="twitter:description" content=" "/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:image" content=" http://example.com/margo.png"/>
Ref : https://dev.twitter.com/cards/overview
Schema Tags<meta itemscope itemtype="http://schema.org/Organization"/><meta itemprop="name" content="Swabhav Techlabs Pvt Ltd "/><meta itemprop="url" content="http://example.com/"/><meta itemprop="description" content=""/>
<meta itemprop="image" itemscope itemtype="http://schema.org/ImageObject"/><meta itemprop="url" content=" http://example.com/margo1.png"/><meta itemprop="width" content="500"/><meta itemprop="height" content="420"/>
<meta itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"/><meta itemprop="streetAddress" content="East Mumbai"/><meta itemprop="addressLocality" content="Mumbai"/><meta itemprop="addressRegion" content="Maharashtra"/><meta itemprop="postalCode" content="400028"/><meta itemprop="addressCountry" content="India"/>
Initial SetupSitemap: page, image, videoRobots.txt :Google Analytics:Google Webmaster Tools:WordPress SEO plugin:Page load speed: use local server, CDN , Use Google PageSpeed Insights for further fixes
2.Off-Page OptimizationAnchor Text: with keyword ref. to content on siteBacklinks : High Domain authority linksBlogs:videos, infographics, Research based contentArticles, Press release : Competitor analysis tool : Moz open site explorer, SEMrushCreate an editorial calendar: Use trends to find new compelling topics (use Google Trends , Alert)Disavow harmful links :Disavow Tool. 301/302 redirectionSocial Media:
Links… 1. Directory Submission 2. Social Bookmarking3. Article Submission4. Forum and Blog Posting5. Blog Creation6. Comment Posting7. Press Releases8. Social Networking9. Video Submission10.Classified ads
Few factors that a search engine Algorithm may consider➢ Geographic location of the searcher ➢ Historical performance of a listing (clicks, bounce rates,
etc.) ➢ Link quality (reciprocal vs. one-way) ➢ Webpage content (keywords, tags, pictures) ➢ Back end code or HTML of webpage ➢ Link type (social media sharing, link from media outlet,
blog, etc.)
Other thingsUse google services : as much as you can (goo.gl,Google My Business, Google place, Google App etc. )Post 10X content :G+ reviews:Pinging Blog: blogsearch.google.com/ping ,
pingfarm.com
Other good toolsSerpstat is a swiss army knife for SEO.keyword analyzer tool
