Digital Marketing Notes

Digital Marketing
Digital
Marketing
Syllabus
www.157enteprises.com
Digital Marketing
Introduction of Marketing:
What is marketing: Action we need to take sell the product or service. Or Marketing is the
process of getting interesting potential customers and clients in your products and/or
services.
Types/ Ways of Marketing:

1) Traditional marketing:
a) Newspaper
b) Pamphlets
c) Holdings
d) Posters
2) Digital Marketing:
a) Social Media
b) Email
c) Seo
d) Google ads
Introduction of Digital Marketing:

What is Digital Marketing: Digital marketing is process of promoting business, products or
services using digital technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium.
Types of Digital Marketing:
1) Inbound
2) Outbound
Inbound: Marketing through digital Platforms is called inbound marketing. Attract

customers/ users towards website.
Outbound: Marketing through digital devices is called outbound marketing. Continuously

show ads.
Eg. T.V, Radio.
Digital Marketing
Difference between digital marketing & traditional marketing:
Sr. no. Digital Marketing Traditional Marketing
1. Less Cost High cost/Time consuming

2. Select Proper Audience Not Possible
3. Fast Reach Not Possible
4. Tracking Possible Not Possible
5. Edit, delete, update Not Possible
Digital Marketing Actions:

1) SEO
2) SMO
3) SMM
4) SEM
5) Email
Search Engines in Market:

1. Google
2. Yahoo
3. Bing
4. Yandex
5. ASK
6. AOL
7. DuckDuckGo
Why SEO (Search engine share):

• Google: (85.82%)
• Yahoo: (6.58%)
• Bing: (6.39%)
• AOL: (0.46%)
• DuckDuckGo: (0.35%)
• Others: (0.4)
Digital Marketing
Search Engine Optimization:

How search engine works: It is software program which analyze
website and gather information on world wide web called crawler, google bot,
spider.
Digital Marketing
Google Update (Algorithms):
Panda: Panda algorithm related to “quality content”.

- Unique content.
- User friendly content.
- No keyword stuffing.
- Keyword density must in 2 to 3%.
Penguin: Focus on link quality links (Backlinks).

- High authority site links
- Relevant link
Hummingbird: Focus on “fast & accurate” result.
Pigeon: Local listing (Google my business).
Exact Match Domain: It prevent poor quality site from ranking well,
because they had words that match search terms in their domain names.
Digital Marketing
Google Layout:
Service Based Product Based Information Based
Eg. Hotels in pune Eg. Shoes for men Eg. What is SEO
1) Direct information
2) Paid ads
3)
4) Shopping paid ads (Paid)
1)
- Local listing 1)
2) Paid ads
1) 2) Paid ads
3)
2) Local listing 3)
4)
3) 4)
4)
- Organic result - Organic result - Organic result
1) 1) 1)
2) Organic search 2) Organic search 2) Organic search
3) 3) 3)
4) 4) 4)
. . .
. . .
. . .
10) 10) 10)
1)
1) 2) Paid ads
2) Paid ads 3) 1)
3) 4) 2) Paid ads
4) 3)
4)
Related search: 1,2,3,4…
Digital Marketing
Google Operators- (Google components):
1) Site: site operator used for checking how many pages are indexed in
search engine.
2) Cache: Using this operator check status of crawler.
3) Related: Using operator we can check related links. i.e. internal &
external links.
4) Any Keyword: File type ppt, pdf, doc.
Eg. SEO plan: ppt.
Keyword Research: Keyword research is the process of determining what

keywords are used in search engines by potential customers.
Or
Keyword research is nothing but user search query.
Types of Keyword:
1) Short Tail Keywords: it contains 2-3 words.

2) Long Tail Keywords: It contains more than 3 words.
Digital Marketing
Google statistics
• Google processes 100 billion searches a month

• That’s an average of 40,000 search queries every second
• 92.81% of all internet searches are carried out by Google
• Those searches are carried out by 1.17 billion unique users
• Every day, 15% of that day’s queries have never been asked before
• Google has answered 450 billion unique queries since 2003
• 60% of Google’s searches come from mobile devices
• By 2014, Google had indexed over 130,000,000,000,000 (130
trillion) web pages
• To carry out all these searches, Google’s data centre uses 0.01% of
worldwide electricity, although it hopes to cut its energy use by 15%
using AI.
Digital Marketing
Search Engine Optimization (SEO):
Seo is process of increasing visibility of website in search engine
organically is called SEO.
Two Types of SEO (Actions):
1) On-Page SEO
2) Off-Page SEO
1) On-page SEO: Changes inside the website is called on-page SEO.
2) Off-page SEO: Changes outside the website means promote your

website on other platforms or website.
On-Page SEO (Basic Factors):

1) URL:
- Must be in small letters.
- Under score (_) or space replace by Hyphen (-).
- Use focused keyword in url.
2) Heading:
- Heading must be in <h1> tag.
- Every page must have only one <h1> tag.
- Focus keyword must be in <h1> tag.
- Remaining <h1> tag replaced by <h2> to <h6> tags.
Digital Marketing
3) Content:
- Content should according to panda algorithm use “quality content”.
- Content must be unique & user friendly.
- No keyword stuffing.
- Keyword density must be in between 2 to 3%.
4) Image optimization (ALT tag):

- Alt tag means name to image. (Syntax: <img src=”image path”
alt=”image name”>).
- Use related name.
5) Anchor text:
- It is clickable text in hyperlink. (Syntax: <a href=”domain name”> 157
enterprises</a>).
6) Contact Information:
- It contains business address and contact information.
On-Page SEO (Advance Factor):

1) Meta Tag:
Meta tag is used for to show information in search engine related

to page.
a) Meta Title:
- Used for give title to your page.

- Title of page must be in between 10-70 characters.
- Focussed keyword must in your title.
Syntax: <title>157 enterprises: wrist watches</title>
Digital Marketing
b) Meta description:
Used for provide information about your website page.
- Description should be in 320 characters.

- Use 5-6 keywords in description.
(Syntax: <meta name=”description” content=”best ecommerce company

in pune”/>)
c) Meta Keywords:
Used for provide keywords for website page.
- It should be 255 characters. (Syntax: <meta name=”keywords”

content=”wrist watches, watches for men, unisex watches”/>).
2) Canonical Tag:
Canonical tag is used for avoid URL related duplications.
(Syntax: <link rel=”canonical” href=www.157enteprises>)
Place code in <head> tag.
3) Redirection Techniques: Redirection means redirect one url to another

url.
Two types of redirection techniques:
a) 301 Redirection techniques: it is permanent redirection technique. E.g.

Uninor to Telenor.
(Syntax: redirect 301/https://157enterprises.com/).
b) 302 Redirection techniques: It is temporary redirection technique

technique.
Apache.hta access redirect--- common for redirection file.
Digital Marketing
(Syntax: redirect 302/https://157enterprises.com/).
4) Sitemap: Site map means list of all pages link or list all website pages.
Types of Sitemap:
a) XML sitemap: This is used for crawler understanding.
To create xml sitemap copy all the links in notepad and save with .xml
extension.
Upload sitemap in root file /public.html/all file.
b) HTML sitemap: This sitemap is used for user understanding.
Upload sitemap in root file /public.html/all file.
5) SSL (secure socket layer):

Secure socket layer is used for security purpose.
6) Robot.txt:
Robot.txt file is used for hiding files search engine or spider.
Syntax: user_agent:*
Disallow: filename (url)
- Using robot.txt file hide privacy policy pages, terms & conditions pages.
- Add robot.txt file in root folder i.e. public.html.
Digital Marketing
Off-Page Search Engine Optimization:
1) Bookmarking:
Social bookmarking is a centralised online service which
allows user to add, annotate, edit, share bookmarks of web
documents.
Bookmarking sites:
a) Twitter b) Pinterest c) Stumbleupon d) Dribble e) Pocket
f) Digg g) Reddit h) Slashdot i) We heart it j) Scoop it
2) Document Sharing: PPT and PDF Sharing.
Document sharing website:
a) Medifire b) Slideshare c) Scribed d) Box e) Wattpad f) Issue
g) Rapidshare h) Sliderocket i) Slide boom k) Authorsteam l) Lulu
3) Video Submission/ Sharing:
a) Youtube b) Vimeo c) Facebook d) Netflix f) Vine
g) Instagram TV i) Daily Motion j) Grind TV k) Myspace
Digital Marketing
l) Stupid Videos.
4) Article Submission( Generic Information)
a) Hubpages b) Article city c) Article Base d) Goarticles
e) Buzzle f) Helium g) Articleclick i) article Trader j) Article Blast
5) Image / Infographic Submission:
a) Flickr b) Pinterest c) Tumblr d) Instagram e) Photobucket
f) Shutterfly g) Photo.net i) 4share.com j) Smugmug k) 500px.com
6) Business Listing:
a) Indiamart b) Sulekha c) Just Dial d) Khojo e) Clickin
f) Hotfrog g) Foursquare i) Callme j) Ask India
7) Press Release:
a) NPR b) Businesswire c) Media post d) Online news e) Clickpress
f) Daily Chronicles g) Local news i) Press release post j) News link
k) Easy press release l) Prfree.com
Digital Marketing
8) Classified ad Posting
a) Ad2max.in b) Indads.in c) Postallads4free d)Tuffclassified.com
e) Adpost.com f) Services.oodle.com g) Locanto.in i) Craigslist.co.in
9) Guest Posting
a) EduGorillla b) YourStory c) ShoutMeLoud d) GuestPostBlogging

e) SGABLOGS f) Successful blogging
10) Question & Answering:
a) Quora b) Wiki.answers.com c) Ask.metafilter d) Answerbag.com
e) Answers.yahoo.com f) Allexperts.com
11) Search engine Submission:
a) Google b) Bing c) Yandex d) ASR e) ExactSeek f) GigaBlast
g) EntireWeb i) SonicRun j) HotvsNot
Digital Marketing
12) Directory Submission:
a) addbusiness.net b) addbusiness.net c) sitepromotiondirectory.com
d) highrankdirectory.com e) urldirecting.com f) abc-directory.com
13) Blog Posting:
a) edugorilla.com b) https://wordpress.com c) www.wesrch.com
d) Tumblr e) Blogger
Best SEO Tools for Finding Keywords & Competitor Analysis:
1) Buzzsumo 2) SEM Rush 3) Spy-fu 4) Ahref 5) Adwords auction insights
6) Tag clouds 7)Wordstream’s free keyword tool
Digital Marketing
Digital Marketing Tool:

SEO Tools Social Media Tools
1 Google page speed insights Social Drift ( Grow insta Followers)
2 Moz Local listing score Buffer (manage multiple Social media)
3 Keywordtool.io Owlmetris (gro insta presence)
4 Open site explorer Sprout Social – like buffer
5 Google Trends Adob spark post (HD post)
6 Google sprout website analyzer Splice (edit video)
7 Schema creater Canva (Graphic design)
8 Similar web Flipagram – for fb video
9 SERPs rank checker Social mention (analysis competitor)
10 Brows SEO Tag board (find # tags)
11 Seo site checkup Google social analytics
12 Search metrics website analyzer Feedly (niche content industry)
13 Find brocken links Funnel.io (collect info on SM)
14 Ahref site explorer IFTTT (create stories & events)
15 Copy space check for duplicate Like analyzer

content
Digital Marketing
Local SEO (Google My Business)

Definitions:
GMB Listing:
Google My Business Listing. Your primary listing at Google that is editable in
the GMB dashboard and publicly accessible at 3 locations:
1. Google Search (knowledge panel): Search by Business Name.

E.g.: 157 Enterprises india
Digital Marketing
2. Google Maps:
E.g.: 157 Enterprises india
3. Local Finder:
Digital Marketing
GMB Landing Page:

The page that a GMB listing links to. Usually the homepage or a location page.
E.g.:
Local Pack:
Digital Marketing
The regular local 3-pack that appears for most local search terms. (example)
E.g.:
Local Snack Pack:

This style of local 3-pack appears for dining, hospitality, and entertainment
terms. Results have a photo, no phone number, and no links to the website.
E.g.: Hotels in pune
Local Finder:
Digital Marketing
The complete list of local results that appears when the "More places" link at
the bottom of a local pack is clicked.
E.g:
Local Services Ads:

These special packs are generated by Google’s paid lead generation program
called Local Services. These packs appear at the top of local search results in
specific industries and cities .
E.g: 3 star hotels in pune
Digital Marketing
Ranking factors for Google My Business:
Local Pack/ Finder Ranking Factor Localized Organic Factors
Google My Business Link Signals (Inbound anchor text,

Signals (Proximity (Nearness), linking domain authority, linking
categories, keyword in business title, domain quantity, etc.) 27.94%
etc.) 25.12%
Digital Marketing
Link Signals (Inbound anchor text, On-Page Signals (Presence of NAP,
linking domain authority, linking keywords in titles, domain authority,
domain quantity, etc.) 16.53% etc.) 26.03%
Review Signals (Review quantity, Behavioral Signals (Click-through

review velocity, review diversity, rate, mobile clicks to call, check-ins,
etc.) 15.44% etc.) 11.5%
On-Page Signals (Presence of Google My Business

NAP(Name, Address, Phone), Signals (Proximity (Nearness),
keywords in titles, domain authority, categories, keyword in business title,
etc.) 13.82% etc.) 8.85%
Citation Signals (IYP(Internet Yellow Citation Signals (IYP/aggregator NAP

Pages)/aggregator NAP consistency, consistency, citation volume,
citation volume, etc.) 10.82% etc.) 8.41%
Behavioral Signals (Click-through Personalization 7.32%

rate, mobile clicks to call, check-ins,
etc.) 9.56%
Personalization 5.88% Review Signals (Review quantity,

review velocity, review diversity,
etc.) 6.47%
Social Signals (Google engagement, Social Signals (Google engagement,

Facebook engagement, Twitter Facebook engagement, Twitter
engagement, etc.) 2.82% engagement, etc.) 3.47%
Page Authority & Domain Authority (PA & DA):
1) Page Authority: Page Authority is metric developed by SEOMOZ, to

predict the ability for specific page rank in search engine.
Page authority used (Measured) a 0 to 100 logarithmic scale.
Digital Marketing
A high page authority means your page has the potential to well rank in
search engine results.
Page Authority Depends on:
a) User interface b) Speed of websites c) On-page factors
2) Domain Authority: It predicts how well a website will rank in search

engine result pages. Domain authority score ranges from 0 to 100, with
higher scores corresponding to greater ability to rank.
Domain Authority Depends on:
a) Including linking root domain & number of total links into single DA
score.
b) Domain history.
This score can then be used when comparing websites or tracking the
“ranking strength” of website over time.
Voice Search (SEO)

1) Mobile friendly website:
2) Conversational keywords:
3) Local SEO (Google my business):
4) Frequently asked question(FAQ) based keyword use:
Digital Marketing

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Digital Marketing

Types/ Ways of Marketing:

Introduction of Digital Marketing:

Types of Digital Marketing:

Inbound: Marketing through digital Platforms is called inbound marketing. Attract

Outbound: Marketing through digital devices is called outbound marketing. Continuously

Eg. T.V, Radio.

1. Less Cost High cost/Time consuming

Digital Marketing Actions:

Search Engines in Market:

Why SEO (Search engine share):

Search Engine Optimization:

Panda: Panda algorithm related to “quality content”.

Penguin: Focus on link quality links (Backlinks).

Hummingbird: Focus on “fast & accurate” result.

Pigeon: Local listing (Google my business).

- Organic result - Organic result - Organic result

Keyword Research: Keyword research is the process of determining what

Keyword research is nothing but user search query.

1) Short Tail Keywords: it contains 2-3 words.

• Google processes 100 billion searches a month

Two Types of SEO (Actions):

1) On-page SEO: Changes inside the website is called on-page SEO.

2) Off-page SEO: Changes outside the website means promote your

On-Page SEO (Basic Factors):

4) Image optimization (ALT tag):

On-Page SEO (Advance Factor):

Meta tag is used for to show information in search engine related

- Used for give title to your page.

Used for provide information about your website page.

- Description should be in 320 characters.

(Syntax: <meta name=”description” content=”best ecommerce company

Used for provide keywords for website page.

- It should be 255 characters. (Syntax: <meta name=”keywords”

(Syntax: <link rel=”canonical” href=www.157enteprises>)

Place code in <head> tag.

3) Redirection Techniques: Redirection means redirect one url to another

Two types of redirection techniques:

a) 301 Redirection techniques: it is permanent redirection technique. E.g.

b) 302 Redirection techniques: It is temporary redirection technique

Apache.hta access redirect--- common for redirection file.

a) XML sitemap: This is used for crawler understanding.

Upload sitemap in root file /public.html/all file.

b) HTML sitemap: This sitemap is used for user understanding.

Upload sitemap in root file /public.html/all file.

5) SSL (secure socket layer):

Disallow: filename (url)

Off-Page Search Engine Optimization:

a) Twitter b) Pinterest c) Stumbleupon d) Dribble e) Pocket

f) Digg g) Reddit h) Slashdot i) We heart it j) Scoop it

2) Document Sharing: PPT and PDF Sharing.

Document sharing website:

a) Medifire b) Slideshare c) Scribed d) Box e) Wattpad f) Issue

g) Rapidshare h) Sliderocket i) Slide boom k) Authorsteam l) Lulu

3) Video Submission/ Sharing:

a) Youtube b) Vimeo c) Facebook d) Netflix f) Vine

g) Instagram TV i) Daily Motion j) Grind TV k) Myspace

4) Article Submission( Generic Information)

a) Hubpages b) Article city c) Article Base d) Goarticles

e) Buzzle f) Helium g) Articleclick i) article Trader j) Article Blast

5) Image / Infographic Submission:

a) Flickr b) Pinterest c) Tumblr d) Instagram e) Photobucket

f) Shutterfly g) Photo.net i) 4share.com j) Smugmug k) 500px.com