What is Digital Marketing
Our Agenda
ü What is Digital Marketing
ü Why use Digital Marketing
ü Digital Marketing Strategies
ü Opportunities in Digital Marketing
ü Who can do this course
ü Course info
ü How to Join this Course
What is Digital Marketing?
Digital marketing is marketing
strategy for Brand Awareness
& Lead Generation
using the Internet.
Why Digital Marketing?
While traditional marketing might
exist in print ads, phone communication, or physical marketing, digital
marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social
media, or website-based marketing opportunities.
Digital Marketing Strategies
SEO (Organic SEO)
ü SEO is strategy is to Rank our Website on Top of SE in an organic way.
ü Google uses 200+ Factors for Search Ranking
PPC Strategy
ü To display Ads on Top Position in Search Engines
ü Only Pay if the User clicks on the AD.
ü Generate Leads & Business quickly
ü Measurable & Scalable for business
Display Ads
ü Ads on External Websites
ü High Brand Visibility
ü Cheaper compared to any other sources.
Remarketing Ads
ü Targeting People Who already visited our website.
Social Media Marketing
ü To Increase Brand Awareness and Business Leads from Social Networks.
Facebook
|
Pinterest
|
Google+
|
YouTube
|
Twitter
|
LinkedIn
|
Instagram
|
SlideShare
|
Email Marketing
ü To generate leads and sales using email.
ü Can be used for engaging the audience on a regular basis.
Inbound Marketing
ü Inbound marketing strategy is to attract visitors toward business with
quality content.
ü It is a process that aims at converting a stranger to the promoter of the business.
What is SEO?
Search Engine Optimization is a
process of making websites as per search engine guidelines to achieve Top Ranking and Traffic.
Why we need SEO?
ü 93% of the users look for information on SE.
ü 78% of the people click on Organic Results.
ü, Help us to generate high leads and sales.
ü, Help us to show us as an Authority in the market.
ü Generate free targeted traffic to our website.
Search Engine Components
ü Every search engine is based on the following components.
v Crawler
v Indexer
v Algorithms
v Results Page
v Spam Fighting Algorithms
Crawler [Spider, Robot, Bot]
ü This component helps the search engine collect the data from the internet
ü A new site is discovered by crawler if
v Website owner submit site to search engine manually
v Anyone submits the site to any public website
ü Last Crawl Data
v Cache:www.website.com
Indexer
ü This component categorizes the data collect by crawlers and stores in different segments in the Database.
ü Indexer will help it organize the entire content effectively.
ü Indexer can reject the data based
on certain factors like duplicate, malware, empty pages, etc.
ü Total pages in Google Index from the given domain
v Site:www.website.com
Algorithms
ü These Programs helps the search
engines to get relevant data from databases.
ü Google has developed many
algorithms to make the results more relevant to users.
ü Most of the Google Algorithms are patented.
ü Some algorithms are created for the frontend and few for the backend.
Google Algorithms
ü Page Rank
ü Spelling Check
ü Synonym Check
ü Auto Complete
ü Query Understanding
ü Safe Search
ü User Context
ü Malware Detection Algorithm
Page Rank Algorithm
ü Google’s first algorithm, which looks at links between pages to determine
their relevance and importance.
ü If was named after “Larry Page” Co
founder of Google.
Page Rank Details
ü Default Page Rank for any page is 0.15 internally.
ü Toolbar Page Rank Range (0-10)
ü Real Page rank is calculated based on the number of pages in the index, which can
be 0.15 to Trillions.
ü As or March 7th, 2016, Google has discontinued showing Page
Rank visibility is any toolbar.
Alternative Page Rank
ü Moz Metrics: Moz Toolbar offers metrics like DA (Domain Authority), PA
(Page Authority) to measure the ranking factors.
ü Majestic Metrics: Majestic SEO offers Trust Flow to analyze the quality of a site.
ü Ahrefs Metrics: This fool provides the calculate link value of the page.
Spam Fighting Algorithms
ü Spam refers to websites which use unethical practices for Search
Rankings.
ü To fight the spam Google release updates frequently called as “Algorithm
Updates”.
ü Google changes its search algorithm around 500-600 times every year.
ü From the year 2011, Google has increased the updates very frequently.
Panda Update- February 23, 2011
ü This algorithm target the sites that use duplicate content and short
content on the site.
ü The main purpose is to penalize low-quality content
ü This update is still released with new changes every year.
Penguin Update-April 24, 2012
ü This algorithm penalizes the websites which spam search results by links,
building low-quality links, using link sharing networks for link building.
ü Every year new update is released.
ü The latest version is Penguin 4.0, which is a real-time Penguin algorithm.
Purpose of Algorithm
ü Google launched this algorithm to provide instant answers from its own
database or from other sources.
ü This algorithm made the search results very fast and effective.
ü Certain websites may lose traffic, as Google will provide instant answers
to certain queries.
ü As per one survey, 25% of the queries are returning one-box answers.
Mobile-Friendly Update [April 2015]
ü The purpose of the algorithm is to
improve mobile search results.
ü This update:
v Affects is only search rankings on mobile devices
v Affects search results in all languages globally
v Applies to individual pages, not entire websites.
RankBrain – October 26, 2015
ü This algorithm is used to take machine learning capabilities to rank the
webpages in Google.
ü Many aspects of ranking can be automatically in real-time based on
Artificial Intelligence systems.
ü As per Google, this is considered as 3rd most important factor in ranking in Google.
2016-2017 Updates
ü Mobile
Friendly 2 – The website which loads faster on
mobile devices will get a boost in ranking.
ü Penguin
4 –A new penguin updates with a Real-Time update feature.
ü There were many unconfirmed updates in 2016, where many changes were
seen, but Google didn’t confirm any update.
What is Keyword Research?
ü Process of finding the best suitable keywords for SEO Rankings.
ü We can predict the user
demands and seasonal
changes in search.
Types of Queries
ü Information
ü Navigational
ü Transactional
Information Queries
ü The intention of the user is to get knowledge about a specific
topic\service.
v Generic: we cannot predict the exact purpose
v Specific: we can predict exactly
purpose
Examples
ü Generic
v Movies
v iPhone
ü Specific
v Superman movie hero
v Founder of apple
Navigation queries
ü Queries that seek a piece of information about specific branded sites or websites.
ü Examples :
v Facebook login, YouTube Login
v Apple Support Page
Transactional Queries
ü The user intention is to find a product\service and it has transactional
nature.
ü Example :
v Buy Mobile Online
v Web Designing Training
v Restaurants in Allahabad
Very nice ........ blog
ReplyDeleteThank you
ReplyDelete