MBA 207 DM UNIT 2 SEO AND E MAIL MGMT dr kanchan.pptx

STUDY MATERIAL FOR MANAGEMENT STUDENTS

1. DIGITAL MARKETING AND E-COMMERCE UNIT 2 SEARCH ENGINE OPTIMIZATION & E-MAIL MARKETING PROF (Dr) KANCHAN KUMARI FACULTY OF MANAGEMENT AND MARKETING

2. Introduction to SEO Search engine optimization (SEO) is the process of growing a website's organic search traffic . It's where you do things that help you show up and rank higher in a search engine's organic results. SEO refers to the process of making a website more visible on a search engine's results page . To clarify, a great SEO strategy will put a company's website at the top of the list on a Google search page, therefore increasing the likelihood that people will visit the site.

3. Introduction to SEO

4. SEO Keyword Planner Tools Keyword Planner helps you research keywords for your Search campaigns . You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.

5. Types of keywords in seo (size) Short-tail- They are keywords with one word Medium-tail- They are keywords with more than two Long-tail- Long Tail Keywords . They are keywords with more than two or three words and act as phrases. They may not have a high search volume

6. Types of keywords Commercial Keyword- Commercial keywords are most often used by people with a clear interest in making a purchase decision. Navigation Keyword- Navigation is a field of study that focuses on the process of monitoring and controlling the movement of a craft or vehicle from one place to another. The field of navigation includes four general categories: land navigation, marine navigation, aeronautic navigation, and space navigation Informational Keywords- Informational keywords are keywords that clients use while searching for general information about a particular topic, product, or service Customer defining keyword- Your customer - defining keywords can address your target audience. If you deal with sportswear products, for instance, a customer -defining keywords Evergreen Keywords- Long-term evergreen keyword. These are keywords that remain relevant indefinitely. While search volume might fluctuate. Intent targeting keywords- These keywords match the intention of the user while they are searching for a particular phrase.

7. 7 best keyword research tools for SEO 1.Semrush — Best all-in-one solution. ... 2.Ahrefs — Best SEO toolkit for SEO professionals. ... 3.Google Trends — Best free keyword research tool. ... 4.Keywords Everywhere — Best affordable keyword research tool. ... 5.Google Search Console — Best for monitoring keyword performance data. 6.Google Keyword Planner- Best for finding related keywords 7. Moz Keyword Explorer- Best for accessing keyword metrics.

8. How to get SEO keywords? Make a list of important, relevant topics based on what you know about your business. Fill in those topic buckets with keywords. Understand how intent affects keyword research and analyze accordingly. Research related search terms.

9. On Page SEO Techniques On-page SEO (also called on-site SEO) is the process of optimizing webpages and their content for both search engines and users . It can help rank pages higher on Google and drive more organic traffic. Common tasks associated with on-page SEO include optimizing for search intent, title tags, internal links, and URLs.

10. Essential on-page SEO factors Title tags. Headings. Content comprehensiveness. Internal links. E-A-T signals. Content usefulness. Image alt text. Schema markup.

11. Indexing Indexing is the practice of compiling economic data into a single metric or comparing data to such a metric. There are many indexes in finance that reflect on economic activity or summarize market activity. Introduction. Indexing, in general, refers to organizing data or information in the desired format. Financially, indexing is a method used to categorize specific market segments. Indexing is an indicator or measure with respect to data

12. Techniques of Indexing Optimize Robots. txt File. ... Use Canonical Tags. Canonical tags indicate the preferred version of a webpage to search engines, especially when duplicate content exists across multiple URLs. ... Implement 301 Redirects. ... Title Tags. ... Meta Descriptions. ... Heading Tags. ... Body Content. ... Image Alt Text.

13. Key Word Placement Keyword placement means placing the keyword throughout the content of the website . so search engines can easily index the website for those keywords. If your keyword placement is good then you get a chance to come at a higher ranking in search engine results

14. Content planning & optimization Content optimization is the process of making sure content is written in a way that it can reach the largest possible target audience . The process of optimizing content should include making sure associated keywords are present, adding meta and title tags, and relevant links. Content optimization, or SEO (search engine optimization), is the process of optimizing your content to ensure it gets higher search engine rankings and is therefore more visible online . Search engines will rank highly optimized content higher on a search engine page than non-optimized content

15. Display Advertising Display ads are a type of online advertisement that combines text, images, and a URL that links to a website where a customer can learn more about or buy products. There are many ad formats. These ads can be static with an image or animated with multiple images, video, or changing text .

16. BENEFITS OF Display Advertising Increase brand awareness. Display advertising allows you to reach a broad audience. ... Target customers. ... Design a full-funnel campaign. ... Choose from multiple ad formats. ... Retarget customers. ... Measure results.

17. Various SEO Plug-in SEO plugins are extension modules for content management systems, browsers, and software solutions . An SEO plugin expands the scope of the source software with special tasks and functions which affect search engine optimization, web analysis, online marketing, and other aspects.

18. The best free SEO plugins for WordPress are Yoast SEO- Yoast SEO is one of the best WordPress plugins which improves the ranking in the website on the search engines and it also helps to optimize. Rank Math- is a well-known, reliable WordPress SEO plugin that helps to boost site rankings. The plugin is universal and compatible with any website All in One SEO- Pack-gives you valuable data and actionable insights effortlessly with our advanced Search Statistics feature right inside your WordPress dashboard. SEO Press- I t is a powerful plugin for SEO and very simple to use. It includes features that are expected in this type of tool, such as redirection, titles ... The SEO Framework- Each of these plugins offers unique features and benefits, so it's important to choose the one that's right for your website. The SEO Framework is an all-encompassing SEO plugin that employs artificial intelligence to create efficient meta tags in any language.

19. Off –Page SEO Techniques Off-page SEO involves managing your online reputation by monitoring and responding to customer reviews, feedback, and mentions. The assessment criteria outlined in Google's Quality Rater Guidelines heavily depend on a website's reputation outside of its own pages to determine its level of trustworthiness. The most important part of off-page SEO is link building. Search engines such as Google view backlinks from other websites as “citations” for your content. The more backlinks you have, a.k.a. citations, the more authoritative and trustworthy your content is perceived by the algorithms

20. Off –Page SEO Techniques Earn Quality Backlinks from High-Authority Sites. ... Create and Share Unique, Engaging Content. ... Create a Google My Business Account. ... Encourage Customer Reviews. ... Build a Strong Social Media Presence. ... Try Influencer Marketing. ... Monitor Your Brand Signals and Mentions.

21. Off –Page SEO Techniques Example The common off-site SEO strategies include link building, content marketing, social media marketing, guest posts, podcasting and video marketing. In short, any activity that doesn't involve publishing content on your own website falls under off-page SEO. These signals tell Google what others think of your site.

22. Email Marketing It's a flexible and cost-effective way to share messages with your audience. The most important email marketing metrics are clickthrough rate (CTR), open rate, and leads/conversions from email. Search Engine Optimization (SEO) is how you make your website visible in organic search results . Email marketing is a type of direct digital marketing method that uses emails to engage with a business's audiences. It involves sending promotional or informational content. Email marketing is typically used to create product or brand awareness and generate leads or sales.

23. Significance Email Marketing Including Instructions In The Email. Offer something of value. ... Customizing Content For Your Audience. ... Making The Email Engaging. ... Communicating Openly With Your Audience. ... Including Your Customers Interests. ... Using Plain Text In The Emails. ... Planning A Clear Strategy For The Campaign. ... Creating A Relevant List.

24. 3 email marketing metrics / strategy to watch Open rate: The percentage of people who open your email. Click-through rate: The percentage of people who click on one of the links in your email. Conversion rate: The percentage of people who perform the specific action you want them to take after reading your email.

25. THANK YOU Dr. Kanchan Kumari