Digital Markeing

Hosting & Domain Hosting and domain are the two things which we need for launching our website.

1. Hosting is the place where your websites fill will be stored.

2. Domain is the name of your site.

What is domain?

• A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of number. However, it is difficult for humans to remember strings of numbers • Eg: www.victoriousdigital.in • IP Address: 77.104.142.124 • What is Domain ?

Domain Is unique name that identifies a website.

What is hosting?

• Hosting (also known as Web site hosting, Web hosting, and Webhosting) is the business of housing, serving, and maintaining files for one or more Web sites. More important than the computer space that is provided for Web site files is the fast connection to the Internet.

• What is Hosting ?

Web hosting is service providing space on internet for websites.

• Ex. Godaddy.com, Net4.in, Doteasy.com

What is Search Engine?

Search engine is a service that allows Internet users to search for content via the World Wide Web (WWW). A user enters keywords or key phrases into a search engine and receives a list of Web content results in the form of websites, images, videos or other online data. The list of content returned via a search engine to a user is known as a search engine results page (SERP) • Google.

• Bing.

• Yahoo.

• Ask.com.

• AOL.com.

• Baidu.

• Wolframalpha.

• DuckDuckGo.

Search Engine Work Crawler: It is program(software). A Web crawler, sometimes called a spider or robot. Web crawlers help in collecting information about a website and the links related to them.

Crawling: The search engines have the web crawler or spiders to perform crawling. The task of crawler is to visit a web page, read it and follow the links to other web pages of the site. Each time the crawler visits a webpage it makes a copy of the page and adds its URL to the index Indexing: An index is another name for the database used by a search engine.

Indexes contain the information on all the websites that Google (or any other search engine) was able to find. If a website is not in a search engine’s index, users will not be able to find it.

Retrieval: The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

What is SEO? Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

• SEO (Search engine optimization) is the way to fetch traffics on your website from search engine. In other words; SEO is the technique to make visible your website on search engine.

• Types of SEO • SEO are mainly perform in two way, they are; • On-Page SEO • Off-Page SEO

What is on page & Off page seo • OnPage SEO is the process of making your website search engine friendly. In simple words this means adjusting certain elements on your website so that search engines are able to crawl and understand the content and structure of your website • Off page SEO refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). Many people associate off-page SEO with link building but it is not only that.

ON PAGE SEO

Meta Tags Optimization • Meta tag provides metadata about Html page or web-page. In other words it gives some information about our Html page. Metadata is not displayed on web-page but when you search any keyword on search engine it will display.

• Why use meta tag • It is used for specify page description, keyword, author of page, last modify, index page by search engine or not.

Meta Title • Length: It should be a maximum of 60 characters long, i.e. Google usually displays the first 50 to 60 characters of a title tag.

• Keyword placement: Place the targeted keyword at the start of your title and keep the least important words at the end.

• Keyword separation: Use vertical lines or pipes to separate targeted keywords and phrases, i.e. avoid the use of commas, underscores, dashes, etc.

• Don't repeat title tags: Write different titles for different pages, i.e. don't place the same title on multiple pages.

• Simple: Your targeted keyword or phrases should be simple and short, i.e. avoid the worlds such as if, and, then, but, etc.

• Website or company name: Don't use website or company name in the title tag unless it is very popular or part of your important keywords.

Meta Description • The meta description is an important part of search marketing, i.e. a relevant and compelling description draws users from search engine result pages to your website which improves the click through rate for that webpage.

• Some instructions to write optimized title tags are listed below: • Keywords: Incorporate the most important keywords in your meta description.

• Readability: It should be simple and relevant, i.e. it should read like a humanwritten sentence and keyword stuffing should be avoided.

• Compelling: It should be as compelling as possible, i.e. it should clearly describe the content of the page.

• Length: It should be up to 150 to 160 characters long else search engine will truncate it, so keep the important keywords in the first or second line of the description.

• Don't repeat: Write different meta descriptions for different pages else search engine may penalize you for repeating the same description on different pages.

Keywords Types & Analysis Tool • • • • • • •

Google Adword Keyword Planner tool Step1: Login with Google adword account Step2: Select tool option Step3: Choose Keyword planner option Step4: Select First Option for keywords analysis Step5: Types your keywords Step6: Click Get Ideas

Generic Keywords

• Just as the title suggests these are very generic, unspecific terms that get searched for.

Something like “Tennis Shoes” or “Digital Cameras”

Short Tail Keywords • Short tail keywords are search phrases with only one or words. Their length makes them less specific than searches with more words. “Egg” (1 word) is an example of a short tail keyword, whereas “Make scrambled eggs fluffy” (4 words) is a long tail keyword.

• Seasonal Keywords: These keywords are use for only particular duration. Eg: Diwali greetings, Diwali Messages, Diwali offers online..

• Here can used long tail & short tail keywords

What is long tail keywords in SEO? Three good reasons to target long tail keywords! ... Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy.

LSI(Latent Semantic Indexing) Keywords are the keywords that are semantically related to your primary keyword. They are the synonyms or closely related words/phrases of your targeted primary keyword for the particular web page. Including LSI keywords with main keywords is SEO friendly as increase search relevancy

what is LSI keyword in seo • Latent semantic indexing (LSI) is a system search engines use to analyze the other words people use surrounding a given topic. LSI keywords are words and phrases with a high degree of correlation to your target topic.

Google's algorithm uses them to help determine content quality and relevance to the search term

Keyword Density •

Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page.

In the context of search engine optimization, keyword density can be used to determine whether a web page is relevant to a specified keyword or keyword phrase.

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Keyword density is the percentage of the number of times a keyword appears on a page divided by the total number of words in that page.

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Formula: (Number of keywords/ Total number of words) * 100

• Tool: http://tools.seobook.com/general/keyword-density/

OnPage: Link Optimization • • • •

A good link structure means better crawling. link should be short, neet & clean link should be case sensitive avoid underscores, Comma, Space & other special char as word separators in URLs (_ , & @ #$%!)

• avoid Keyword stuffing and repetition words www.victoriousdigital.in/about-us - right link structure www.victoriousdigital.in/about_us - wrong structure •

OnPage: Image Optimization • Why we are optimize images ? Image optimization is a good way for increase your sites or blog SEO, We optimize images in different way first is to reduce size of images, because if we are use a large size of images then our page loading time is increased, second is use title and alt tag for image.

• <img src="image link"/ alt=“alt text”> image tag in your website webpage will display an image, but search engine robots don't understand what the image is about. That's why you have to add alternative text for your webpage images

OnPage: Html Tags

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<h1>Main Heading</h1> <h2>Main Heading</h2> <h3>Sub Heading</h3> <h4>Sub Heading</h4> <h5>Sub Heading</h5> <h6>Sub Heading</h6>

Heading Tag important instructions

1. Never miss the H1 tag on a page as the search spiders tend to look for h1 tags to get the idea about the content of the page.

2. Don't overuse H1 tag, i.e. it should be only one for each page.

3. Use targeted keywords or phrases in the headings; avoid words that are not relevant to the page.

4. Use targeted keywords in the beginning of the headings.

5. The headings should be followed by a body of relevant content.

6. Maintain the order of heading tags; H1 should come first in the page then H2, H3 and so on.

Tags: • • • • • • • •

Bold Tag: It is used for make to text bold <b>Text Bold</b> <strong>Text Bold</strong> Italic Tag <i>Italic Text</i> <em>Italic Text</em> Anchor Tag: <a href=“http://victoriousdigital.in/”>Victorious Digital</a>

• The h1 tag is the most important heading because it’s the highest level tag that shows what your specific page is about. Search engines generally give this tag more weight over other headings, so it usually improves your search engine ranking when you use it correctly and in conjunction with other onsite SEO techniques.

• H1 tag use once on page

What is Canonical Tag or Link

How to fix canonical link • <link rel="canonical” href="http://victoriousdigital.in" /> • The canonical element, often called the “canonical link”, is an HTML element that helps webmasters prevent duplicate content issues. It does this by specifying the “canonical URL”, the “preferred” version of a web page. Using it well improves a site's SEO. • https://yoast.com/rel-canonical/#canonical-link-element

404 error / Page Not Found

• The HTTP 404 Not Found Error means that the webpage you were trying to reach could not be found on the server. It is a Client-side Error which means that either the page has been removed or moved and the URL was not changed accordingly, or that you typed in the URL incorrectly.

OnPage: 301 & 302 Redirection • 301 - Moved Permanently • A 301 redirect is also known as a Permanent Redirect. The word 'permanent' means all qualities of the redirected page will be passed on to the new page like • 302 - Moved Temporary • A 302 redirect is also known as a Temporary Redirect. 302 is used when you want to redirect your site visitors into another webpage but you plan to bring the redirected page back after some time. Knowing this, the 302 redirect will not pass on all qualities of the redirected page to the new page.

Difference Between 301 And 302 Redirect

301

302

1

It is used for permanent redirect

It is used for temporarily redirect

2

In case of 301; the old page will be case of 302; the old page not removed from Google's index and the new In removed from Google's index. one will replace it.

3

All qualities of the redirected page will be In case of 302 redirect; will not pass passed on to the new page like; PageRank, on all qualities of the redirected Traffics. page to the new page.

Robot.txt  Robots.txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website.  The robots exclusion standard, also known as the robots exclusion protocol or simply robots.txt, is a standard used by websites to communicate with web crawlers and other web robots. The standard specifies how to inform the web robotabout which areas of the website should not be processed or scanned.

Robots.txt Format User-agent: * Disallow: /(mention here page which you want block ) The "User-agent: *" means this section applies to all robots. The "Disallow: /" tells the robot that it should not visit any pages on the site.

There are two important considerations when using /robots.txt: robots can ignore your /robots.txt. Especially malware robots that scan the web for security vulnerabilities, and email address harvesters used by spammers will pay no attention. the /robots.txt file is a publicly available file. Anyone can see what sections of your server you don't want robots to use.

Do you need a robots txt file?

• Your site is simple and error free and you want everything indexed. You do not have any files you want or need to be blocked from search engines. You do not find yourself in any of the situations listed in the above reasons to have a robots.txt file. It is okay to not have a robots.txt file

Where do you put robots txt?

• You must apply the following saving conventions so that Googlebot and other web crawlers can find and identify your robots.txt file: You must save your robots.txtcode as a text file, You must place the file in the highestlevel directory of your site (or the root of your domain) Make visible robots.txt http://victoriousdigital.in/robots.txt

OnPage: XML Site Map • Sitemap improve the crawling of your site.

• It contains all web pages url. XML sitemap is primarily designed for the search engines.

• It includes all the activities of a site like along with the main URL it contains all other URLs with their meta data.

Is XML Sitemap important?

• XML Sitemaps are important for SEO because they make it easier for Google to find your site's pages—this is important because Google ranks web PAGES not just websites.

• There is no downside of having an XML Sitemap and having one can improve your SEO, so we highly recommend them.

• Make visible sitemap • http://victoriousdigital.in/sitemap.xml

HTML Sitemap • An HTML sitemap allows site visitors to easily navigate a website.

• It is a bulleted outline text version of the site navigation.

• The anchor text displayed in the outline is linked to the page it references.

• Site visitors can go to the Sitemap to locate a topic they are unable to find by searching the site or navigating through the site menus.

SEO CONCEPTS

What is Bounce Rate?

• The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

• "a rising bounce rate is a sure sign that your homepage is boring or offputting" • Bounce rate is the percentage of single page visitors. It is the number of visits in which a person leaves your website from the landing page without browsing any further.

• • Bounce rate = (Total Number of Visits viewing one page only / Total number of visits)*100 For example, if your site received 3, 00,000 visits in one month, out of which 1,50,000 bounced after visiting just one page, your bounce rate for that month would be 1,50,000 divided by 3,00,000, which equals to 0.50 (or 50%)

• Bounce rate is the percentage visitors who visit the site and then leave it right away.

• Basically, when you see something interesting on the Internet and you click on it, you will be sent to a landing page. This is the first page you see and your first contact with a website.

• Some people will not be satisfied with this page causing them to instantly leave.

• The number of visitors who instantly left form the bounce rate index. It is measured in percentage. So, if 100 % of visitors bounced (left), this is a good indication that they hate what they’re seeing.

• • • • • • • • • •

How can you lower your bounce rate?

Improve your targeting Be careful with titles Do not forget meta description Quality content is a must Handling ads and popups Use call-to-action (CTA) Improve your navigation Speed up your website Mobile-friendly is the way to go

Sandbox Effect

• Definition: The Google sandbox refers to a commonly held belief that Google has a filter that places all new websites under restrictions for a certain amount of time to prevent them from ranking in searches. ... It is extremely difficult to avoid having a brand new domain being placed in the sandbox.

• The Google Sandbox is an alleged filter placed on new websites. The result is that a site does not receive good rankings for its most important keywords and keyword phrases. Even with good content, abundant incoming links and strong GooglePageRank, a site is still adversely affected by the Sandbox effect.

• The Google Sandbox Effect is a theory used to explain why newly-registered domains or domains with frequent ownership changes rank poorly in Google Search Engine Results Pages (SERPS). In other words new websites are put into a “sandbox” or a holding area and have their search ratings on hold until they can prove worthy of ranking. Sand box is defined as a time period which a new website needs to wait, in order to get ranking for key words. In order words, it can be defined as a filter system that Google places on every new webpages. Google crawl each and every webpage of new website, this time required in this crawling process is termed as Sand box

Google Penalty

• A Google penalty is the negative impact on a website's search rankings based on updates toGoogle's search algorithms and/or manual review. The penalty can be a by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.

Page Rank

• PageRank (PR) is an algorithm used

by Google Search to rank websites in their search engine results.

• PageRank was named after Larry Page, one of the founders of Google. PageRank is a way of measuring the importance of website pages

Domain Authority

• Domain authority is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size. SEO gurus Moz can be credited with the metric known as DA or domain authority.

Page Authority

• Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). ... Page Authority is based on data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors.

What is Inbound Links?

• An inbound link (also referred to as a back link) is a hyperlink on a third-party web page that points to a web page on your site. ...

Google's Webmaster Tools is a free tool you can use to see the inbound links pointing to your site.

What is Outbound Links?

• A study conducted by marketing firm Reboot aims to show that there is a positive correlation between a page's outgoing links and its search rankings.

Reboot hypothesized that Google can determine the authority of a page or website based on what other authority sources it associates itself with (by linking to them).

• It is basically link on your website that points to the link of another website.

What is Link Building?

• Link building (alternative spellings include link building and link-building) refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO)

What Is Link Farming?

• On the World Wide Web, a link farm is any group of web sites that all hyperlink to every other site in the group. ... Although some link farms can be created by hand, most are created through automated programs and services. A link farm is a form of spamming the index of a web search engine (sometimes called spam indexing)

Dofollow Links • Dofollow link passes link juice and they definitely help you much, in order to achieve good page rank. As it instructs search engine spiders to follow this link.

Nofollow Links

• Nofollow links are those links which contain Rel=”Nofollow” attribute. These links don’t play any role in improving Seo ranking or visibility of your website.

• The attributes Rel=”Nofollow” clearly instructs search engine bots to not index particular link.

• By adding above attributes, crawlers or bots simply ignore the links & doesn’t pass link juice to it. Thus those links are not indexed in SERP. • These only allow humans to follow the links. Thus, you will be getting traffic but those links are not helpful to rank on search engine.

Black Hat SEO •

In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.

• Unrelated Keywords: Don't: Add irrelevant keywords to the copy for extra page hits.

• Do: Keep the content focused on a specific topic so users find what they are searching for.

Keyword Stacking and Keyword Stuffing: • Don't: Repeat keywords to the extent that it reads like gibberish in a sentence or image alt text.

Example: "Picture frames picture frames pictures pictures pictures."

• Do: Write sentences that make sense, have a reasonable keyword density, and that use semantically related words instead of endlessly repeating keywords.

Example: "Our photo framing services can accommodate large formats to ensure everyone gets the big picture."

Tiny Text, Hidden Text, and Hidden Links • Don't: Put illegible text at the bottom of the page, make the text the same color as the background, or format text or images that are visually undetectable as links.

Example: "This is a short sentence full of illegible gray text.“

• Cloaking • Don't: Present search engines with one set of content and site visitors with another, tricking visitors from search engines into experiencing a page of substantially different content.

Example: A user searches for "happy octopus", clicks on a search result that appears to be about sea creature psychology, and is greeted with pornography.

• Duplicate Content or Mirror Site • Don't: Copy a substantial amount of content from another website, with or without permission.

Example: A website reprints an authoritative article found elsewhere to increase the number of visitors.

Blog Spam or Comment Spam: Don't: Automatically post links as comments on blogs to increase the number of inbound links.

Example: "Great post! |3uy ch34p v14gr4 w1th fr33 5h199ing."

• Link Farms • Don't: Seek links from or link to sites with unrelated or low quality content in an attempt to improve visibility in the SERPs. Example: A long list of unrelated links and with supporting content can be found at pagehole.com.

• Doorway pages are web pages that are created for spamdexing. This is for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending visitors to a different page.

Google Algorithm

Algorithm is a set of rules, or a unique formula, that the search engine uses to determine the significance of a web page and each search engine has its own set of rules.

What is a Google Panda?

• Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011.

• The change aimed to lower the rank of "lowquality sites" or "thin sites", in particular "content farms", and return higher-quality sites near the top of the search results.

What is Google Penguin?

• Google launched the Penguin Update in April 2012 .

• This update was aimed to decrease the ranking of websites that are not following Google’s Webmaster Guidelines or violating them.

• Google Penguin checking your websites quality backlines.

• It decrease the following -Poor quality sites -Paid Links -Poor quality links

Hummingbird algorithm in SEO?

• Google Hummingbird is a launched September 2013 • that Hummingbird is paying more attention to each word in a query, ensuring that the whole query—the whole sentence or conversation or meaning.“ • rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.

Google: Mobile Friendly Update

• On April 21, 2015, Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results.

• The change is so significant that the date it happened is being referred to by a variety of names. Here at Search Engine Land, we’re calling it mobilegeddon, but sometimes it’s also referred to as mobilepocalyse, mopocalypse or mobocalypse.

• One of the best ways to prepare is to test that Google considers your web pages to be mobile-friendly by using its Mobile-Friendly Test tool. More about the algorithm, including ways to bring improve the mobile-friendliness of your pages, is below.

Google: EMD Update

• The EMD Update — for “Exact Match Domain” — is a filter Google launched in September 2012 to prevent poor quality sites from ranking well simply because they had words that match search terms in their domain names. When a fresh EMD Update happens, sites that have improved their contentmay regain good rankings. New sites with poor content — or those previously missed by EMD — may get caught.

In addition, “false positives” may get released. Our latest news about the EMD Update is below.

Google Pigeon • Google Pigeon is the code name given to one of Google's local search algorithm updates.

This update was released on July 24, 2014.

The update is aimed to increase the ranking of local listing in a search. The changes will also affect the search results shown in Google Maps along with the regular Google search results.

Google Analytics

How to generate Google analytic code • • • • •

Open Google analytic account using Gmail id Add Website OR Mobile App Fill All fields websites details Copy Tracing id OR Code Place this code in website footer OR header file

• Hint:- You can add maximum 100 website using 1 account

Google Analytics: Session • A session is defined as a group of interactions one user takes within a given time frame on your website. Google Analytics defaults that time frame to 30 minutes.

• https://www.business2community.com/seo/s ession-look-google-analytics-change-0863538

Google Analytics Segments • A segment is a subset of your Analytics data.

For example, of your entire set of users, one segment might be users from a particular country or city. ... Segmentslet you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business….Read More

Google Analytics Filters • Basic Google Analytics Filters for Every Site.

In Google Analytics, Filters are used by Views to segment the data into smaller groups. Filters can be used to include only specific subsets of traffic, exclude unwanted data, or to search and replace certain pieces of information….Read More

Google Analytics Goals •

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•

Using values for goals lets you focus on the highest value conversions, such as transactions with a minimum purchase amount. When a visitor to your site or user of your app performs an action defined as a goal, Analytics records that as a conversion.

To start setting up your goals: Go to your Google Analytics standard reports.

Click on the “Admin” button in the top right.

Click on “Goals” From one of the Goal sets, click “+ Goal” (goal sets are just a way for you to easily group goals) to set up a new goal.

A Conversion Goal is the measurement of some action an individual user has done on your site. A few examples include: A completed purchase. A submitted form…..Read More

Filters vs Segments • Filters and segments in Google Analytics are two techniques used to select data to be shown in reports.

They work very differently and it is important to know the difference between the two techniques before configuring and using them.

Filters •

Filters change the way data is collected in a Google Analytics view. They are used primarily to include or exclude data from a view but advanced uses include sophisticated search/replace operations, rewriting and formatting of data fields.

Once that filtered data is collected, it is “set in stone” and then processed into the reports you access via the reporting interface.

• /!\ Because data in Google Analytics cannot be (re-)processed retroactively (save in very rare cases), a best practice is to keep a “raw data” unfiltered view in your Google Analytics property.

That raw data view can be used as a "canary" to identify faults/bugs in your data collection or site sections that can be filtered out into their own view.

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Another best practice is to add an annotation in your view to point out when a specific filter was applied; this helps your team members know of important changes to your view.

It should be noted that filters can only be used with Modify access rights and that filters can be re-used on different views in the account or property. This means that you may not be able to set and use filters. Also, filters are executed in a specific order so pay attention to your filter conditions.

Further caveats: knowing regular expressions can come in handy but don't worry too much, basic filters are provided with "wizard"-style settings.

Filters

Segments •

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Segments are a way to isolate a sub-set of your visitors (users) or visits (sessions) based on behavioral parameters such as geography, visit regency or conversion abandonment for instance. Once applied, a segment only shows the part of the traffic that matches the specified user or session behavior.

Segments work differently than filters in that they apply to all existing data in your view. They work in read-only mode so you can create as many segments without risking to destroy/corrupt data going forward.

A great test segment is to select the built-in (system) segment “Nonbounced sessions” and compare it to the default “All sessions” segment for insights on actual time spent on site and site engagement.

You can create up to 100 segments per user account so try them out and experiment!

Segments

OFF Page Activity • Off page Activity Advantages

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