Digital Marketing - Unit IV Notes pptx

Digital Marketing - Unit IV Notes pptx

1. Unit - IV S. S. SARAVANA KUMAR ASSISTANT PROFESSOR Department of Computer Applications Sri Ramakrishna College of Arts and Science Coimbatore - 641 006 Tamil Nadu, India

2. What is SEO Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are looking for your product or service via search engines. SEO is part of the broader topic of Search Engine Marketing (SEM), a term used to describe all marketing strategies for search. SEM entails both organic and paid search. With paid search, you can pay to list your website on a search engine so that your website shows up when someone types in a specific keyword or phrase. Organic and paid listings both appear on the search engine, but they are displayed in different locations on the page.

3. What is SEO Improving the visibility of our website in search engines’ organic search results. Search engines recommend SEO efforts that benefit both the user search experience and page’s ranking, by featuring content that fulfills user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines (H1), featuring descriptive URLs with keywords rather than strings of numbers, and schema markup to specify the page's content meaning, among other SEO marketing best practices. SEO or Search Engine Optimization is defined as the process of improving ( optimising ) the visibility of a website/webpage on Search Engines, such as Google, Bing, etc.

4. Search engines help people find what they’re looking for online. Whether researching a product, looking for a restaurant, or booking a vacation, search engines are a common starting point when you need information. For business owners, they offer a valuable opportunity to direct relevant traffic to your website. Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic. The aim is typically to rank on the first page of Google results for search terms that mean the most to your target audience. So, SEO is as much about understanding the wants and needs of your audience as it is about the technical nature of how to configure your website.

5. The higher your pages appear in search results, the greater the chance they are discovered and clicked on. The objective of Search Engine Optimization (SEO) is to attract website visitors who can turn into customers, clients, or a loyal audience that consistently returns.

6. Need of SEO We need Search Engine Optimization for the following aspects: To improve the quality of our website To increase web traffic To increase visibility To enhance user experience To gain a competitive advantage For analysis and monitoring of the website Suppose you have a website, that deals with either of the following: Products you sell. Services you provide. Information on topics in which you have deep expertise and experience.

7. Basic components of the SEO Keyword Research : Identify the most relevant keywords for your target audience. Use tools like Google Keyword Planner, SE Ranking, SEMrush, or Ahrefs to find keywords with a good balance of search volume and competition. On-Page SEO : Optimize your content and HTML source code for search engines. Include target keywords in the title tag, meta description, headers, and throughout the content. Quality Content : Create high quality, and relevant content for your audience. Regularly update your content to keep it fresh and relevant.

8. Basic components of the SEO Off-Page SEO : Build high quality backlinks from reputable websites to increase your site’s authority. Technical SEO : Ensure your website is technically perfect and easily crawlable by search engines. User Experience (UX): Provide a smooth user experience on your website. Analytics : Use tools like Google Analytics to monitor your website’s performance. Keeping track on important indicators such as organic traffic, conversion rates, and keyword rankings.

9. How Dose SEO work? SEO works by optimizing various elements of a website to make it more accessible to search engines, ultimately improving its visibility and ranking in search engine results pages (SERPs). The goal is to increase organic traffic to the website. It includes- Search Engine Crawling : Search engines, like Google, use automated bots ( spiders or crawlers ) to navigate the web. These bots follow links from one page to another, discovering and indexing content on websites. Indexing : Once a page is crawled, its content is analyzed and stored in the search engine’s index. The index is like a massive library catalog that the search engine refers to when users enter a search query.

10. How Dose SEO work? Ranking Algorithms : Search engines use complex algorithms to determine the relevance and authority of indexed pages for specific search queries. Algorithms consider numerous factors, including keyword relevance, content quality, user experience, backlink profile, and more. Keyword Relevance : Search engines assess how well a page’s content aligns with user search queries. Keyword optimization involves strategically using relevant terms in titles, headers, meta tags, and throughout the content.

11. How Dose SEO work? Content Quality : The quality of content is crucial. Search engines aim to deliver valuable, informative, and engaging content to users. Content that satisfies user intent and provides a comprehensive answer to a query is more likely to rank higher. Backlinks : Backlinks, or inbound links, are links from other websites to your site. They are a signal of trust and authority. High-quality, relevant backlinks can positively impact a site’s ranking.

12. What is On-Page SEO? On-page SEO is a technique that is used for optimizing individual web pages to rank higher and earn more relevant traffic in search engines. In search engine optimization, like Google, Yahoo, and Bing on-page optimization refers to a factor that affects your website and web page listing in the natural search results.

13. Key Elements of On-Page SEO Content Quality : Create high-quality, engaging content with naturally integrated keywords. Keyword Optimization : Place primary and secondary keywords in content, headers, and meta tags. Meta Tags : Use compelling, keyword-rich titles and descriptions. URL Structure : Ensure clean, user-friendly URLs with relevant keywords. Internal Linking : Connect related content for better navigation and link equity. User Experience (UX) : Optimize page load speed, mobile-friendliness, and site structure. Technical SEO : Focus on crawlability, indexing, canonical tags, and schema markup.

14. What is Off-Page SEO? Off-page optimization refers to the technique that can be used to improve the position of a website on a search engine results page (SERPS). Many people associate off-page SEO with link building but it is not only that. It is also used in promotion methods like blogging, website design, social bookmarking, etc.

15. Key Elements of Off-Page SEO Backlinks : Gain high-quality links from trusted sites to boost authority and rankings. Social Media Marketing : Engage and share valuable content to increase visibility. Reputation Management : Build trust by monitoring and managing brand perception. Influencer Marketing : Collaborate with influencers to expand reach and authority. Brand Mentions : Earn unlinked mentions on reputable sites for added credibility. Guest Blogging : Write for external sites to gain backlinks and exposure.

16. S.No Aspect On-Page SEO Off-Page SEO 1 Definition Optimization efforts on the website itself. Activities outside the website to enhance visibility. 2 Focus Content, HTML, and overall webpage structure. Building external relationships, reputation, and authority. 3 Key Elements – Content Quality – Backlinks – Keyword Optimization – Social Media Marketing – Meta Tags – Online Reputation Management – URL Structure – Influencer Marketing – Internal Linking – Brand Mentions 4 User Experience Emphasis on improving user experience. Focus on building external credibility and authority. 5 Page Load Speed Considered for a better user experience. Not a direct factor but indirectly impacts user behavior. 6 Mobile-Friendly Design Ensuring responsiveness for various devices. Not a direct focus but contributes to online presence.

17. S.No Aspect On-Page SEO Off-Page SEO 7 Technical SEO Addressing crawlability, indexing, and technical aspects. Primarily concerned with external factors. 8 Backlinks Internal linking within the website. Acquiring external high-quality backlinks. 9 Social Media Presence Not a primary focus but can be integrated. Actively engaging on social media for promotion. 10 Authority Building Emphasis on becoming an authority in the content. Establishing the website as an industry authority. 11 Link Building Focused on internal linking within the website. Building a diverse, natural link profile from external sites. 12 Social Signals Not directly involved but can impact user engagement. Social signals (likes, shares) considered for authority. 13 Content Marketing Integral part of on-page strategy. Creating valuable content for external promotion.

18. SEO strategy Creating an effective SEO strategy involves several key steps and considerations. Here are some essential steps to build a winning SEO strategy: Keyword Research : Identify the keywords and phrases that your target audience is searching for. Use tools like Google Keyword Planner or SEMrush to find relevant keywords. Focus on long-tail keywords for more targeted traffic. Competitor Analysis : Analyze your competitors’ SEO strategies to understand which keywords and content types are working for them. Tools like Ahrefs or SEMrush can help you identify your competitors and the keywords they are ranking for. On-Page SEO : Optimize your website’s content and structure for search engines. This includes optimizing meta tags, headers, images, and internal linking. Ensure your site is mobile-friendly and has a fast loading speed.

19. SEO strategy Content Creation : Create high-quality, engaging, and relevant content that addresses the needs and interests of your target audience. Use the identified keywords naturally in your content. Technical SEO : Ensure your website is technically sound. This includes fixing any broken links, improving site speed, and ensuring your site is crawlable by search engines. Use tools like Google Search Console to monitor and improve your site’s technical SEO. Link Building : Build high-quality backlinks from reputable websites. Use strategies like guest posting, HARO (Help a Reporter Out), and PR outreach to gain backlinks. Avoid low-quality or spammy links.

20. SEO Reporting SEO reporting is a critical process for tracking and analyzing the performance of a website in search engines. It helps in understanding the effectiveness of SEO strategies and identifying areas for improvement. Here are some key aspects of SEO reporting: Actionable Observations : SEO reports should highlight actionable observations such as organic traffic trends, keyword rankings, and technical issues. For example, if organic traffic is down, the report should prompt questions like “How can we recover lost traffic?” Key Performance Indicators (KPIs) : Reports should include essential KPIs such as organic traffic, conversion rate, click-through rate (CTR), keyword ranking, and link building. These metrics provide a clear picture of the website’s SEO performance.

21. SEO Reporting Visual Representation : Data should be presented in a visually appealing manner, using graphs and charts to make it easy for clients to understand. This approach is particularly useful for clients with limited SEO knowledge. Executive Summary : The report should start with an overview that summarizes the main points and helps clients navigate the information easily. Recommendations : Including recommendations in the report saves time and effort by providing clear next steps without the need for additional communication. Opportunities for Growth : The final section of the report should outline opportunities for growth based on the data analyzed, helping clients understand how to improve their SEO strategy.

22. SEO Reporting Automation Tools : Using automated SEO reporting tools like DashThis can streamline the process, allowing for the creation of visually appealing and easy-to-understand reports. These tools can also be customized to reflect an agency’s branding. Google Search Console (GSC) : GSC is an essential tool for monitoring and troubleshooting SEO performance. It provides insights into top impressions, average CTR, and average position for pages and sites. Google Analytics : This tool tracks website activity, including user interactions and advertising ROI, providing valuable data for SEO analysis. SEOptimer : This SEO audit tool offers comprehensive SEO analysis and generates white-label reports, helping agencies to present professional and customized reports to their clients.

23. Advertising with Bing (Microsoft Advertising) Microsoft Advertising (formerly Bing Ads) is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users. Provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos. Microsoft was the last of the "big three" search engines (which also includes Google and Yahoo!) to develop its own system for delivering pay-per-click (PPC) ads. Until the beginning of 2006, all of the ads displayed on the MSN Search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!'s ads on its search engine.

24. Advertising with Bing (Microsoft Advertising) As search marketing grew, Microsoft began developing its own system, MSN adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN Search (now Bing) showed Yahoo! and adCenter advertising in its search results. Microsoft Advertising uses both the maximum amount an advertiser is willing to pay-per-click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. This system encourages advertisers to write effective ads and to advertise only on searches which are relevant to their advertisement.