Digital marketing tutorial ppt for beginners

Search Engine Optimization

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What is SEO? • Search Engine Optimization denotes to any activity performed for the improvement of Search Engine rankings of websites, products, services or other content. It shows unpaid results which is also referred to as “free”, “organic”, “natural” or “earned” results.

• The importance of SEO starts with the desire of the companies to gain more traffic for their websites.

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Types Of SEO SEO are mainly perform in two way they are; On-Page SEO Off-Page SEO

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What is domain?

On the internet, the domain is simply a part of the network address and acts as a descriptor for Websites.

What is domain extension?

Domain extension refers to the notation found at the end of web addresses. The extension is used to specify a country code or any web category.

For example, .edu ,.com, .in,.info,.co,.co.in,.tech,.au,.uk ,etc https://www.victoriousdigital.in

What is a website?

A website contains a collection of web pages or formatted documents that can be accessed over the Internet.

What is a Web server?

A web server is a computer program with an IP address and domain names that display web pages to users when requested. Web server accepts and processes requests sent via HTTP. https://www.victoriousdigital.in

What is Web Hosting?

Web hosting refers to any service providing space for websites over the Internet. Web host enables your website to be viewed by others via modem or network by making space over its server.

What is Crawling?

Web “crawlers” or “spider” is program.

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 https://www.victoriousdigital.in

What is 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.

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What is SERP? Search Engine Result Page or SERP refers to the page that is displayed when a specific search query is entered over the search engine.

Apart from showing a list of results, SERP might also include advertisements.

What is 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. https://www.victoriousdigital.in

Meta tag optimization?

Meta tags are snippets of text that describe a page's content; the meta tags don't appear on the page itself, but only in the page's code.

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

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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. https://www.victoriousdigital.in

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 human-written 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.

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keywords • Generic keyword is that keyword which contains some or few word phrase and didn't refer any brand name directly for user search.

For example, selling site.

• 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.

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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.

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

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Image Optimization • Optimizing web images is a process of delivering the high-quality images in the right format, dimension, size, and resolution while keeping the smallest possible size.

Also use title and alt tag for image.

• The Alt tag is probably the most important image optimization factor. Alt stands for alternate. The text in the alt tag is displayed in place of the image if the image can not be shown or is taking too long to load.

Most of the major search engines are text-based, i.e they can not read images and videos.

• <img src="image link"/ alt=“alt text”> https://www.victoriousdigital.in

Link Optimization A good link structure means better crawling. link should be short, neat & 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

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

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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/”target=“_blank”> Victorious Digital</a>

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Canonical tag A canonical tag (rel =â&#x20AC;&#x153;canonical") is a way of telling search engines that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or "duplicate" content appearing on multiple URLs.

<link rel="canonical" href="https://victoriousdigital.in" /> https://www.victoriousdigital.in

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 Clientside 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.

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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.

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Robots.txt • The Robot Exclusion Standard = Robots Exclusion Protocol = robots.txt Protocol • You need a robots.txt file only if your site includes content that you don't want search engines to index. like Your site Admin Panel.

• User-agent: * Disallow: /Admin Panel/ • < meta name="robots" content=" nofollow“ > <meta name="googlebot“ content="noindex" > • Link – www.domain-name.com/robots.txt

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XML Site Map • A sitemap is a list of pages of a web sites accessible to crawlers or users.

• Sitemap improve the crawling of your site.

• Sitemap should be in XML format, any search engine tools does not read sitemap in .txt .html or other format for bigger sites, it is recommended to use online sitemap generator.

• HTML site map is build for website user to easily access all web pages • XML site map is build for crawler to easily crawl all Web pages

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

• Negative impact • Bounce rate is the percentage of single page visitors.

• Bounce rate = (Total Number of Visits viewing one page only / Total number of visits)*100

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Keyword Density • In search engine optimization (SEO) keyword density is the measurement in percentage of the number of times a particular keyword or phrase appears compared to the total number of words in a page.

• 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.

• •

Formula: (Number of keywords/ Total number of words) * 100 Tool:http://tools.seobook.com/general/ keyworddensity/

Google Penalty A Google penalty is the negative impact on a website's search rankings based on updates to Google's search algorithms and/or manual review.

Page Rank PageRank (PR) is an algorithm used

by Google Search to rank websites in their search engine results. https://www.victoriousdigital.in

Outbound Links Outbound links start from your site and lead to an external site

Inbound Links inbound links or backlinks, come from an external site to yours.

Link Building Link building is the SEO practice of obtaining links from external websites to your own to improve both direct referrals (i.e., people clicking on the links), and search engine ranking. Link building is all about increasing your site link popularity. https://www.victoriousdigital.in

Link Farming 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.

Do follow Links It instructs search engine spiders to follow this link.

No follow Links The attributes Rel=â&#x20AC;?Nofollowâ&#x20AC;? clearly instructs search engine bots to not index particular link. https://www.victoriousdigital.in

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

Hummingbird algorithm 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.“

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. https://www.victoriousdigital.in

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.

Google: EMD Update

Google: EMD Update. Get the best search news, tips and resources, delivered each day. 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.

Google Pigeon This update was released on July 24, 2014. The update is aimed to increase the ranking of local listing in a search. https://www.victoriousdigital.in

Webmaster • Webmaster Tools provides an information or you can say insights on how search engines interact with your site.

• Webmaster is basically used to monitor, analyse the statistics of your website. Apart from this analysis, Webmaster allow you to monitor and fix the crawl, indexing, fetching and other issues with your website. You can also do data structuring, sitemap.xml and robots.txt submitting from there.

Google Analytics • Google Analytics provides an information on how website users interact with your site.

• It is used to monitor and analyze the performance of your website traffic, however there are several other FREE website analytic tools apart from GA that works well. From GA you can’t control the fixing of issues associated with your website. https://www.victoriousdigital.in

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 Keyword Stuffing Tiny Text, Hidden Text, and Hidden Links Cloaking Duplicate Content or Mirror Site Link Farms https://www.victoriousdigital.in

â&#x20AC;˘ "Of-site SEO" (also called "of-page SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). â&#x20AC;˘ of page SEO techniques will help improve your website position in SERP.

Social Media Engagement

A major Of-page SEO technique is social media engagement. If you want to make your business, website or blog popular, engage with people on multiple social media platforms. Social media presence will help grow your business and also help you get more back links. https://www.victoriousdigital.in

Search Engine Submission Search engine submission is an effective tool of web promotion. It refers to the direct submission of a website to a search engine. It is a form of internet marketing that helps a webmasters increase the rankings of a web pages or pages.

Social Bookmarking Sites

Social bookmarking sites are one of the best platforms to promote your website. When you bookmark your webpage or blog post on popular social bookmarking websites, you gain high traffic to your webpage or blog. http://stumbleupon.com https://delicious.com http://slashdot.org https://www.victoriousdigital.in

Forum Submission Participate in search forums which are related to your website and business and make a connection with that community. Reply to threads, answer people’s questions and give your suggestions and advice. Make use of “Do-Follow” forums. https://bbpress.org/forums/ http://www.careerbuilder.com

Directory Submission

Directory Submission is constantly working to build quality back links. Choose an effective directory and select a proper category. It takes quite some time to deliver good results, but these results stand out over a longer time period. https://www.victoriousdigital.in

Submit your articles in a high PR article submission directory. You can also give links to your website. Make sure your content is unique and of high quality. Low quality content and content that has more keyword stuffing might get rejected. Choose the correct category and give a good title to your content.

Article Submission

http://www.thefreelibrary.com/

Image Submission

Share your photos on popular image submission websites. Before submitting your images please optimize them with the correct URL and title tag.

Before submitting your images, check if they have a proper title, description and tags. https://instagram.com/ https://www.tumblr.com/ https://www.victoriousdigital.in

Guest posting Guest postingâ&#x20AC;? means writing and publishing an article on someone else's website or blog. I offer this on my own site (occasionally) and do it quite a bit on other blogs with audiences that I want to speak to. It's a great way to connect with new readers and get your name out.

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