Digital marketing tutorial ppt for beginners

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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,.tec
h,.au,.uk ,etc
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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.
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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
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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 engines 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.
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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.

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

• 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.

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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.

• ltimg src"image link"/ altalt textgt

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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 (_ , _at_
  !)
• avoid Keyword stuffing and repetition words
• www.victoriousdigital.in/about-us - right link
  structure
• www.victoriousdigital.in/about_us - wrong
  structure

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Html Tags

• lth1gtMain Headinglt/h1gt
• lth2gtMain Headinglt/h2gt
• lth3gtSub Headinglt/h3gt
• lth4gtSub Headinglt/h4gt
• lth5gtSub Headinglt/h5gt
• lth6gtSub Headinglt/h6gt

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Tags

• Bold Tag It is used for make to text bold
• ltbgtText Boldlt/bgt
• ltstronggtText Boldlt/stronggt
• Italic Tag
• ltigtItalic Textlt/igt
• ltemgtItalic Textlt/emgt
• Anchor Tag
• lta hrefhttp//victoriousdigital.in/target_bla
  nkgt
• Victorious Digitallt/agt

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Canonical tag

• A canonical tag (rel 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.

ltlink rel"canonical" href"https//victoriousdigi
tal.in" /gt 
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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.

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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/
• lt meta name"robots" content" nofollow gt
• ltmeta name"googlebot content"noindex" gt
• 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
• Toolhttp//tools.seobook.com/general/keywor
  ddensity/

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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.
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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.
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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 RelNofollow clearly instructs
search engine bots to not index particular link.
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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
querythe 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 Googles
Webmaster Guidelines or violating them.
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Google EMD Update
Mobile Friendly Update
On April 21, 2015, Google released a significant
new mobile-friendly ranking algorithm thats
designed to give a boost to mobile-friendly pages
in Googles mobile search results.

• 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.
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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 cant
  control the fixing of issues associated with your
  website.

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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
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Social Media Engagement

• "Off-site SEO" (also called "off-page SEO")
  refers to actions taken outside of your own
  website to impact your rankings within search
  engine results pages (SERPs).
•  off page SEO techniques will help improve your
  website position in SERP. 

A major Off-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.
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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
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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 peoples 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.
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Article Submission

• 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.

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/
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Guest posting

• Guest posting 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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