Digital Marketing - Deepa Florence R
What is Digital Marketing?
Communication about product/Service/ Brand
Right audience at the right time
Digital Media
SEM
SMO
SEO
SMM ORM
Introduction to SEO Search Engine Optimization means Optimizing the web pages in order rank the web page in SERP page in an organic or unpaid way How does a Search engine Works? • Crawling – A program called crawler reading all the content on internet • Indexing – Once the crawler reads it, saving the content in an order at the cache memory • Retrieval – Crawler gives the results in SERP page based on the search from cache memory
Types of SEO White Hat – Pure as white without violating rules Grey Hat – In between white and black mix and match of legal and illegal Black Hat – Dark as black with illegal practices on the website
Techniques of SEO On Page – Optimizing webpages from activities within the Website • Keyword, website analysis, HTML, HML, Canonical, Robots.txt
Off page – Optimizing from channels outside the website • Blogs, Q&A, Forum, Doc sharing, Classifeids, Social Media and so on
Key tools in SEO
- Keyword is the key in SEO
- User experience matters
- Connects the website to the crawler
- Location and category specific
- Key statistics of the user behaviour
- Indicate technical health of the website
- Key statistics of each keyword
- Key statistics about the search engine functions
- An important factor in ranking
- Stats about back links - Keywords for which the page is ranking
Benefits of SEO Pull Marketing – Quality leads Increases traffic
Slow Process but it is must for survival
Unpaid, Organic and Natural – Builds reputation
Creates visibility and brand awareness
Summary • SEO is a must Digital activity • Cannot depend on SEM throughout • Serves as basic activity for all the other techniques • Involves strategical skills
Updates and Statistics • Voice search to grow • Increased featured snippet • Artificial Intelligence in Algorithm • Play safe! Know more about guest posting • Mobile first indexing Statistics • Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06% • Google receives over 63,000 searches per second on any given day
Statistics Continues... • 50% of search queries are four words or longer • More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan. • Marketers see SEO as becoming more effective, with 82% reporting effectiveness is on the rise and 42% of this group stating effectiveness is increasing significantly • 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority
An Update about ECPC •Adjusts Manual CPC to generate leads •Looks for right auctions •Increases / Decreases bids •Considers various factors like demography, Browser and so on •Previously increase the bid to 30% •Now up to the maximum bid set
Shared Library • Added features to help advertisers • Shared AdWords Audience • Campaign Negative Keywords list • Campaign placement exclusions