Traditional Marketing Vs Digital Marketing
Digital marketing for half a century consumers media consumption was dominated by offline media today more than half of all the media we consume comes through digital channels reaching consumers through digital channels. It offers several advantages over traditional offline marketing first firms ability to target specific consumers has increased greatly, for example an online retailer can decide to advertise only to those consumers that have visited its online store.
The second big advantage of digital marketing is measurement online it’s possible to track individual consumers across time and even across devices with measurement comes the ability to optimize testing with two different advertising campaign, so-called a be testing is easy in digital marketing.
Yet many firms struggle to embrace it why? one inhibitor for digital marketing acceptance is novelty digital marketing instruments are still in the flux and come and go quickly. Moreover understanding and integrating the various digital marketing instruments is not an easy task surefire ways for using them don’t exist yet which potentially exposes advertisers to risk of failure the most important challenge.
However is mindset for 50 years marketing executives based their decisions on intuition experience and gut feelings today marketing executives need analytical skills at least as much as they need intuition for a successful digital marketing campaign.
Marketing always defines as meeting the target audience at right time and at the right place. According to Pew Research, the usage of internet is increased by 5% in the last 3 years. The way now people use to shop is changed drastically and the reason behind this is Online Marketing (Digital Marketing).
Some of the digital Marketing channels and tactics involved are as follows,
Mobile plays a vital role in our day to day life, so reaching customers through mobile will be the next big thing. From SMS to in-app marketing, there are Nemours ways to reach your target customers in their hands.
In today’s competitive world everything is marketing. Without marketing, there is no business. Due to the vast growth of marketing each and every business is moving towards the digital way, it helps business to reach new heights, drive traffic and to get maximum Return -On – Investment.
Search Engine Optimization (SEO)
It is the process of optimizing a website to rank high in (SERP) Search Engines Result pages. This results in an increase in Organic traffic. SEO is broadly classified into ON PAGE and OFF PAGE techniques. ON PAGE refers to the optimization of a website based upon Google’s algorithm. Some of the main factors are Keywords, Meta Tag, Content, URL, Alt tag, Schema optimization and much more. OFF Page includes link building, some of the factors are Guest Blogging, Classifieds Posting, Social Bookmarking, Image, video, PPT submissions.
Introduction to SEO
Search Engine Optimization (SEO) is Process of increasing Website Visibility in search engine to the targeted Keywords (product or services related queries searched by users).
SEO Fundamentals & Concepts:
Most of the people uses the internet as their primary search tool. Search engines are unique in providing what exactly the user search for. More frequently a site appears in the search result, the more visitors it will receive and the more will be the ranking. If your website can’t be found on the search results, then you will miss the opportunity of showing your online presence. So, SEO is predominant to rank your website in the search engine and it also enhances the online business in gaining more customers.
Importance of Search Engines
When the user enters a query, the search engine provides millions of search results that are most relevant to the search. Normally the user will try to look on the results that are on the first page by leaving the rest. If your site does not rank on the top results, then it is hard to make people to visit your site for making a business deal.
Importance of Search EnginesWhen the user enters a query, the search engine provides millions of search results that are most relevant to the search. Normally the user will try to look on the results that are on the first page by leaving the rest. If your site does not rank on the top results, then it is hard to make people to visit your site for making a business deal.
Web Page Data Processing by Google
There are 4 major things involved in how search engines are working
i) Indexing: Storing process of our web page data in search engine database using some search engine algorithm. Algorithm used to store the website data is spiders or crawlers. Use Site:URL in Google to find indexing.
ii) Crawling: Crawling (Reading Your Website Data with help of Spider or Robots, For checking recent crawling from Google, use cache:URL in Google.
iii) Relevancy ( On Page)
iv) Popularity (Off Page)
Understanding the SERP:
Search Engine Result Position (page) is the term used to denotes your web page place where it is located in Google for the targeted keywords.
Keywords Research and Analysis:
Introduction Keywords are the words and phrases that Internet users type into search box of a search engine, such as Google, to find what websites that match what are looking for.
Before picking the keywords to the business, you need to concentrate on landing page content, services and features offered by the company.
Types of Keywords
i) Primary keywords: Terms (keywords) having high volume of monthly searches & high competition in Search engine.
ii) Secondary keywords: Combination less searched terms (keywords) which is used by users to find your products in search engines.
Keyword Analysis Tools:
Google keyword planner tool is used to research the keywords to be targeted for the product/ service page.
You may also utilize
- Google Related Search
- Competitor Website
Picking up the Correct keyword:
Picking the right keywords is the first stage of any Search engine optimization works. You may pick the right terms by researching the competitors sites, keywords suggestions provided by Google.
On-page optimization is the very first step of SEO and it refers to the factors that have an effect on your website and its listing in the natural search results. Such factors can be controlled by you or by coding on your page. Generally on-page is done on the pages on the website itself.
It is actually doing some modification on the pages of the website in order to increase its quality. Optimization your website is essential to make your site rely on Google’s algorithm and to make it follow the guidelines of the search engine.
Below are the types of On-page optimization methods:
Domain Selection One of the most important factors of SEO is choosing the right domain. You need to choose a domain name that represents your brand effectively.
Essential aspects to be looked upon while naming a domain are as follows:
- Brand name
- Brand name + Keyword
Branding can mean the people remember your real name. Analyzing your business and giving an apt name that describes your business will be better for a domain name. This is very important while beginning a new website. Keywords can also be used to name your domain. To make the domain SEO friendly you need to add keywords to your domain name. In order to have a better domain name, it is best possible to have a combination of keyword and branding that lets the business to describe itself in a better way.
i) Dedicated Hosting or Share Hosting
Single Website = Single IP
Multiple Website = Single IP
ii) Location Based Server Global Server- Target location: US National Server- Target Location: Particular country major city Local Server- Target Location: Particular place.
How to Choose a Web Host?
- Amount of web space
- FTP access
- File type and size limitations
- Reliability and speed of access
- PHP and/or Perl
- Bandwidth allotment
- Data Transfer (Traffic/Bandwidth)
In simple, 301-redirects are a permanent redirect from one URL to another. This strategy is used when you want to change your website. It is just similar to a “change of address”.301 redirects refer to the HTTP status code and it is the most efficient and Search Engine Friendly method for webpage redirection. It is a permanent redirection that passes 90 – 99% of link juice to the destined page. It is highly recommended to use 301 status codes on the serverside when you are changing the URL.
It is particularly useful when
- You’ve moved your website to a new domain.
- It helps in sending the traffic from the other URL to the preferred URL.
- Using webmaster tools, one can set a preferred domain.
Implementing the redirection involves accessing the server side .htaccess file that is hosted for the websites.
Difference between static and dynamic sites:
Static websites: Cannot be updated frequently Ex: innovittglobal.com
Dymanic website: Can be update anytime without any technical knowledge Ex: Olx, snapdeal, all shopping websites.
Heading Tags Optimization
Header tags are the one that carries the most SEO value. They have their own place on a page and they must be used in a proper order starting with an H1 tag. It must contain the targeted keywords that are closely relevant to your page title.
The H2 tag will be a subheading and should contain similar keywords as of H1. And H3, in turn, should be a subheading of H2. It is very important that the header tag must be readable and grammatically correct. Avoid stuffing keywords as Google will keep eye on checking whether you are manipulating them.
- My h1 = <h1>Title relevant to keyword</h1>
- My h2 = <h2>Sub heading of H1</h2>
- My h3 = <h3>Sub heading relevant to H2</h3>
Image alt text optimization
This term is used to describe the process of image slicing and resolution reduction. This is done to make file sizes smaller so images will load faster. It is nothing but optimizing web pages for better search ranking. The image also plays a significant role in generating traffic to a website through image-based search engines.
To include it, you simply add alt=” this is your alt text” to your image tag. Here’s an example:
<img src=”sample-text.jpg” alt=” this is your alt text” title=”text to be displayed while hovering”/>
There are few things involved in image optimization such as Alt text Alt text is the one that search engines use to understand the images.File size Size of the file should be smaller to a have a fast loading.
File name Provide a descriptive filename before uploading your image.
Captions Caption is a small content that describes your image which has an impact on the bounce rate of your website.
It is the process of making the content of the particular web page such as the home page more attractive to visitors as well as search engines. It includes the quality of the content to check whether it is unique, useful and valuable.
– Web Page Content – min 150 Words Content – Quality Content- No Duplicate Content
Do Not Copy other website content 1. Offline Duplicate Content Checker – plagiarism checker (smallseotools.com/plagiarism-checker/) 2. Online Content Checker – Copyscape.com
– Add Primary and Secondary Keywords in Content – Do Not Stuff keyword in content – Keyword Density = (No Keyword/Total No of Words ) x 100 % <3 – Proper Grammar
A sitemap is the simple file having a collection of your webpage urls. There are two types of sitemap are there:
– XML sitemap – HTML sitemap
i) XML sitemap– Search Engine convenience
Sitemap generator Tool: https://www.xml-sitemaps.com/
Generate xml site map and add in Server.
Custom 404 Error page Optimizing a 404 error page has the ability to increase visitor engagement and boost traffic.
Robots.txt generates effective robots.txt files that help ensure Google and other search engines are crawling and indexing your site properly.
Open Note Pad:
i) Link Types: Internal link- Link referring within the website External Link – link referring to the outside website ii) Link Value: No Follow and Do Follow Tag – NO Follow <a href rel=”nofollow”=” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a> – Do Follow <a href rel=”dofollow”=” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a> or <a href =” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a>
Click-Through Rate (CTR) Clicks:
Number of users who click your website in search engine Impression: Number of users who see your website in search engine CTR= (Number of clicks / Number of Impression) x 100 You may find CTR in Google webmaster tools For Good quality website overall CTR should be high
Bounce rates denote the number of sessions which closed from the single landing page itself. Its comes under 0- 100 50 is the average bounce rate For Good quality site, bounce rate should be low
Alexa Rank is provided by Amazon, it is given based on the traffic of your website. If Alexa is fewer number of traffic to the website is high, If Alexa is a high number of digits then your website traffic is very low.
Off-Page optimization is nothing but the technique to improve the search engine rankings for our keywords. It is used to build backlinks. Off-page optimization is done offsite and usually, it is not visible on our website. But however, it improves the search engine rankings. It is a long term process and it must be done regularly. Continuous building of back links improves our website’s results. It is one of the most important techniques in SEO.
Link Building plays a pivotal role in ranking a website on the top pages of the major search engines like Google, Yahoo, and MSN, etc. By acquiring keyword-rich text links built on relevant pages with high page rank, you can even rank those websites on the top most pages of the search engines which have great content but do not have much relevant traffic.
Before placing backlink in the third party website, you need to check the website index status and Domain authority
- Domain Age
- Quality of Website
Some of the Link Building techniques are shown below:-
Forum Link Building
Forum Profile Link Building is a search engine optimization technique wherein a website link is added to a forums profile and/or adding it on the forum signature. So that each time you make a post on the forum your signature link is automatically added at the end of your post. This is commonly used for SEO, to improve website rank and to increase visitors to your website.
A web directory or link directory is a directory on the World Wide Web. It specializes in linking to other web sites and categorizing those links.
[URL= http://www.usedlaptopsdealers.in/] Used Laptop in Chennai [/URL] = Used Laptop in Chennai
A web directory is not a search engine and does not display lists of web pages based on keywords; instead, it lists web sites by category and subcategory. The categorization is usually based on the whole web site rather than one page or a set of keywords, and sites are often limited to inclusion in only a few categories. Web directories often allow site owners to submit their site for inclusion and have editors review submissions for fitness.
A Business directory or business directory is a website or printed listing of information which lists all businesses within some category. Businesses can be categorized by business, location, activity, or size. Business may be compiled either manually or through automated online search software. Online yellow pages are a type of business directory, as is the traditional phone book.
Classified advertising 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, and are mostly placed by private individuals with single items they wish to sell, buy and Services.
Image/ Info-graphic Submission
Information graphics or Infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends. The process of creating info-graphics can be referred to as data visualization, information design, or information architecture. OR Image submission is part of Social media optimization and its important in perspective of Search engine optimization but there is some important things to keep in mind while submitting the images in directories which i am describing over here. when you are going to select the image just remember image must be fresh, Copied image or water marked images do not submit in directories because they won’t approve your image until you won’t use fresh or unique images the same as content.
Free blog creation (web2.0 submission)
Web 2.0 link building is the process of acquiring high quality one way links to your website with the use of these web 2.0 sites. An ideal way of acquiring web 2.0 link initiates with developing original and high quality content relevant to your business niche and ends with uploading it to the most relevant web 2.0 site and linking to your main website.
Sample Web 2.0 Sites:
Article submission is one of the most popular and one of the oldest link building methods known to the SEO industry. Article submission can be one of the most successful. Article submission generally refers to the writing of articles that are relevant to your online business and then getting them added to the popular article submission directories.
Accepting posts from other bloggers to publish for free on your blog, or writing posts for other bloggers to publish on their blogs for free. Guest blogging is a traffic building and networking tool to help grow a blog.
PDF submission is very important for SEO. You can create a PPT/PDF brochure for your website and promote it. The PDF/PPT should be search engine optimized for better results. PDF can be optimized the same way as HTML pages. There are so many PDF/PPT websites available for sharing your PDF and PPT file. Search engines can read PDF/PPT the same way as HTML. These sites are frequently updated and hence search engines crawl these sites more often. Getting a back link here will get your keywords optimized and bring more traffic. Write your article in MS Word. Use heading tags. The title and article body should contain your keywords. You can place your images and give an alt tag. You can give hyperlinks for your keywords.
Press release submission
A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. The use of press releases is common in the field of public relations (PR). Typically, the aim is to attract favorable media attention to the PR professional’s client and/or provide publicity for products or events marketed by those clients. A press release provides reporters with an information subsidy containing the basics needed to develop a news story. Press releases can announce a range of news items, such as scheduled events, personal promotions, awards, new products and services, sales and other financial data, accomplishments, etc.
A strong argument could be made for producing and optimizing video for SEO results, especially if you think about how much time you devote to content marketing to garner rankings for web pages. Given the amount of competition on the written web, ranking for video on YouTube may be much easier and — as an added bonus — top spots in YouTube often mean equally attractive position in Google’s universal search results.