DIGITAL MARKETING

HANDBOOK
[2019]
by Crazy Traffic
 GREETINGS,
VOYAGER.
They say that we should ne ver ju dge a b ook b y its cover, bu t m any a
business is judged by thei r di g i tal presence.

It all started with providi ng a memorable user e xperi ence on thei r

website, and slowly evolved i nto shari ng c at pi ct u res on Inst ag ram .
A brand that’s active on soci al media, create s and shares cont ent that
brings value to the user, and mai ntai ns a c onsi stent persona across
multiple channels is a brand that’ s doi ng it ri g ht i n the di g i t al ag e.
Omnichannel marketing is here and i t’ s here to s tay . A few y ears ag o,
the digital world was just an e xte nsi on of b ri ck - and - mortar stores bu t
today some of the bigge st brands don’t even have a si ng le ph y si cal
location to sell their produ cts . Are the y s trug g li ng to stay afloat and
make ends meet? Far from it.

It took the television 20 years to reach 50 million

households - it took the internet just five to achieve the
same level of penetration.
-Damian Ryan & Calvin Jones, Understanding Digital Marketing.

This statement was made 1 0 years By 2012, traditional med i a and

ago in 2009 when the inte rnet was
starting to take the world by
storm. Today, you’ll rarely f i nd
someone making such a state me nt;
there’s no need for experts and
marketers to point out the
significance of the interne t i n our
lives. Somewhere around thi s ti me ,
companies like Uber, Instag ram, &
Snapchat were gearing u p f or one
of the biggest paradigm s hifts the
world had ever witnesse d.
advertising were up against a
gargantuan monster calle d
digital marketing. By ear ly 2015 ,
you wouldn’t find a single
business that didn’t have a
website, social media page, or a
Google Maps listing.
Unlike traditional media c hannels
where advertisers had limite d
ways to talk to their users, the
internet has opened up
communication avenues that we re
once the stuff of science f i ction
movies. Uninterrupted high-speed
internet access is available almos t
all over the world, and you don’t
even need wires or cables
anymore. Push notifications,
instant messaging, a platf orm to
host and share content for f ree,
collaborate with people work i ng
remotely, video conferenc i ng ,
augmented reality, virtual re ali ty;
the list is essentially endless. T he
most fascinating part abou t all
this is the way businesses have
begun to utilise these di g i tal
channels to do everythin g f rom
customer support to man ag i ng
inventory and even make s ales.
Amazon, Flipkart, and Ebay are
names that every grown adult has
taken for granted to be a part of
everyday life. Many have
forgotten the days before e -
commerce became a buzzword.
The growth of the intern et has
certainly not been gradu al, y et,
there is an almost neglig i ble
number of instances whe re the
masses haven’t readily accepte d a
new, improved version o f the
internet. The funny thing is that
it’s not that the internet its elf has
changed; we’ve just chang ed the
way we use it. And to keep up
with their customers, brands have
done the same as well.
This handbook was written wi th
the intention to help brands and
individuals effectively u tili se the
digital world to their advantag e.
There is no secret scheme to
making money in this docume nt,
and we don’t have any mag i c
way of instantly increasing you r
sales. By the time you ge t to the
end of the document, you wi ll,
however, know of all the way s
you can market your brand on
the internet. There is no
template to develop a wi nni ng
digital marketing strategy . It
takes a lot of trial-and-error,
some failures, and most
importantly patience and
diligence. The key is to be
consistent with your effo rts
while making sure that y ou r ti me
and energy are being spent i n
the right channels and in
creating the right kind of
content. It may take a few
weeks or months before y ou
figure out a marketing strate g y
you can stick to.
Your templates can be fou nd i n
the folder you received i n the
email. We’d love to hear you r
feedback on this handbo ok and
figure out ways to create a
better version for 2020; don’t
hesitate to send us an emai l at
info@crazytraffic.in telling us
what you thought and how we
could add more value to i t!
Best of luck on your dig ital
marketing journey!
 Now
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 INDEX
...
1. Tools & Software That We Use Frequently

2. Setting Up Your Digital Presence

Choosing your domain name
Purchasing your hosting
Making your website
Integrating Analytics and Tracking Codes

3. Setting Up Your Social Media

4. Setting Up Your PR Accounts

5. Search Engine Optimisation

On-Page SEO: Keyword Research, Title & Meta, Page
Content
On-Site SEO
Off-Page SEO

6. Content Marketing
Types of content: Blogs, Infographics, Videos
Reuse & Recycle

7. Social Media

8. Paid Marketing

9. 2019: Things That Matter

(If you’re already an expert, skip straight to this bit)

10. Resources

11. Glossary
 TOOLS, | CRAZY
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SOFTWARE
AND SERVICES
that we frequently use

We are not affiliates for any of the se products and they don’t pay u s to
say nice things about them. We ju st fi nd these tools extremely helpfu l to
use if you want to run a dig i tal mark eting proj ect .

Squarespace
Wordpress
Squarespace works really well f or
web pages
We find WordPress most c onduci ve to that
desi gare more
n and v i su
tech al
ni cal
and
customisation when it comes to abstract. It’s backe
b u i lding websi nd options
te s and w ebpag es.
We almost extensively use wordpress f or our web desiare
for code injection and SEO g n proj ects.
quite easy to use, espec i ally f or
beginners.

Squarespace

Slack
Squarespace works really well f or web pag es th at are m ore vi su al
and abstract. It’s backe nd options f or c ode inj ect i on and SEO are
quite easy to use, espec i ally
Ourf orgo-to
b eg i nners.
tool for static desi g n
assets. Canva offers you an e mpty
canvas with drag and drop
features and is highly
Canva customisable. If you’re n ot we ll
versed with design, using C anva
is a great way to start le arni ng .
Our go-to tool for static desi g n assets
They . Canva ofto
have templates fers
helpy ou
youan em pt y
canvas with drag and dropget f eatures
started,andthough
i s hi g hly
we cu
woustomi
ld sable. If
you’re not well versed wi threcommend
desi g n, u si ng C anva
trying is a
to bui ld gyreat
ou r w ay to
start learning. They have te mplate
own s to help
designs you get
as much started,
as possi ble.
though we would recomme nd tryi ng to b u i ld y ou r own desi g ns as
much as possible.
TOOLS, SOFTWARE
AND SERVICES
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THAT WE FREQUENTLY USE

Slack

We use Slack to keep our e nerg i es f ocu sed on the ri g h t task at

the right time. You can create c hannels f or e ach proj ect and have
all your communication and f i les in one place, and even i nteg rat e
with third-party applicati ons like Asana and Goo g le Dri ve

Google Suite

We exclusively use the Goog le s u i te f or all our o perat i onal

requirements. The collab orative e nvi ronme nt that the u se of the
products in the suite offe rs is unmatc he d till dat e.

SE Ranking

A fully-fledged SEO tool at a great pri ce. A very g ood alt ernat i ve
for businesses that do not need the pri cey e nte rpri se plans
offered by other tools. Pay according to the num ber of si t es y ou
want to monitor and how f requ ently you want to ch eck rank s.

Screaming Frog
SEO Spider

Quickly lets you see how many pag es are the re in a si t e, how
many dead links are there and also the ti tle and meta descri pti ons
for each page. Also let’s y ou e xport the data in a . csv or . xlsx fi le.
TOOLS, SOFTWARE
AND SERVICES
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THAT WE FREQUENTLY USE

Xenu Sleuth

Easily check the health of e very URL on y ou r websi t e.

Hootsuite

Allows you to pre-sched u le posts f or s oci al media. Su per helpfu l i f

you’re hard-pressed for time .

Coggle

Create quick mindmaps or flowc harts to help you concept u ali se

and strategise with ease .

...
 SETTING UP | CRAZY
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YOUR DIGITAL
PRESENCE

In this section, we'll cove r the e ssentials of getti ng y ou r w eb- presence

set-up. This overview is focu sed on s etti ng up you r w ebsi te, i nclu di ng :
purchasing a domain name, setti ng up you r hosting , and ch oosi ng the
right platform to create y ou r websi te .

1| CHOOSING YOUR
DOMAIN NAME

The first step to establishing you r How do you choose wh ich

digital presence starts by
purchasing a domain name. T his is
pretty easy. Head to a domai n
name provider, you can f i nd many
with a simple google search.
domain name provider t o go fo r?
It’s not that hard. Essentially
you’re looking to get a domai n at
the lowest cost and the long est
registration period.

Like with all transactions you

Here's a list of some domai n name make, keep a look-out for hi dden
providers: fees and charges that may pop up
at the time of checkout. Anothe r
Domain.com easy way to know if you r domai n
BlueHost name provider is reliable is b y
HostGator gauging the user experience on
GoDaddy their website. If you find i t hard
NameCheap to navigate the site and make
Dreamhost changes to your settings, you
Shopify probably want to look for another
Wix provider. Good domain provi de rs
Squarespace will also make it easy for y ou to
SETTING UP YOUR
DIGITAL PRESENCE
CHOOSING YOUR DOMAIN
transfer your domain onto another
provider should you eve r wi sh to
do so. So find out about the
domain transfer policies b efore
you buy your domain, or you may
be stuck with the wrong domai n
name provider for a long ti me .
What should your domain n am e
be?
The most natural domain name to
purchase would be
<yourbrandname>.com. DO NOT
attempt to insert a keyword into
your domain name unless i t i s
already a part of your b rand
name. That is an outdated S EO
technique that holds no valu e
today. Search engines have
become a lot more advan ced now
and randomly inserting key words
into your domain name is n’t g oi ng
Short and easy-to-
| remember domains are the
best kind.
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to help you increase your s earch
visibility.
In case you cannot buy a .com
domain, there are numerous
options you can explore. In fact,
if you do not offer your servi ces
outside of your home country, y ou
can easily make do with a re g i onal
domain, like .in for India, .au f or
Australia, etc. Some of the othe r
options include .co, .org, .b i z,
.xyz, .io, .it, .cool, and t he list
goes on and on.
Our point is, focus on getti ng a
domain with your brand name in it.
If .com is not available, don’ t
worry, there are a numbe r of
options available. At the e nd of
the day, your domain name s hould
be easy to remember and if you
can make it sound funky and
memorable, there’s nothi ng like it.
Next Section: Purchasing your Hosting
SETTING UP YOUR
DIGITAL PRESENCE
2| PURCHASING YOUR
HOSTING
You need to host your si te on a
server where all your site
information is stored for users to
access it over the interne t. Web
hosting can be bought from mos t
of the domain name providers we
listed above, but you can also do
a quick Google search for more
options.
When you pick a hosting provi de r,
don’t make a decision based solely
on price. The quality of your
hosting will decide the q u ali ty of
the user experience peo ple c ome
across while accessing you r
website. This depends larg ely on
the location of your hosting
server, the amount of bandwidth
you are assigned, and th e amount
of storage space you get.
For small businesses expecting
less than 5000 visitors a month,
don’t worry too much abou t
bandwidth, prioritise be tter
storage instead. So instead of
spending extra on bandw i dth, use
the extra money to opt for s oli d-
state drive storage, this will
vastly reduce the chances of you r
website loading slowly and also
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lowers the risk of your storag e
getting corrupted or cras hing .
Location is of paramount
importance. Choose a ho sting
provider that has servers loc ate d
either in the location fro m where
you expect to get the most traffi c
or as close to that particular
region as possible. Furthe r the
location of the server from y ou r
users, the longer it will t ake to
fully load all your site re sou rces.
Apart from that, some hosting
providers will sell their hos ting
bundled with a website bu i lde r
and backup. You may have to pay
extra for backup in some cases as
well. If your requirements f or
location, storage, and bandwidth
are met, you have a winne r in
your hands. Just to be thoroug h,
see if your hosting provide r allows
for seamless scaling withou t
affecting the functioning of the
site. This means that if y ou
experience a sudden spik e in
traffic, the provider sho u ld be
able to move you to a hi g he r
bandwidth with minimum downti me
on your site. Otherwise, you are
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PURCHASING YOUR HOSTING

bound to lose potential c u stomers If they aren’t, there’s no need to

who may already be on the last worry again as all hosting
leg of their online buyer jou rney , providers will give you ste p- by -
looking to make a purchase f ast. step instructions on associ ating
your domain name to your hos ting .
You then have to associate you r
domain name to your hos ting . If
your hosting and domain name
provider is the same, it shou ldn’ t
be too much of a hassle.

Location Bandwidth Storage

Next Section: Making Your Website

| Important: Buy an SSL Certificate for

your website. Search engines give
preference to domains with SSL.
 SETTING UP YOUR
DIGITAL PRESENCE
3| MAKING YOUR
WEBSITE
Now that you’ve got your domai n
name and hosting in place , i t’ s
time to start building you r
website. Well, we’re not goi ng to
jump right into building your
website already, but we f i nd i t
convenient to have ever y thi ng
ready before we get the re.
First off, choose how you’re goi ng
to build your site. Will you use
Squarespace, Wordpre ss, Wix ,
Shopify, or will you buil d a
custom site using HTML a n d
CSS? The answer honestly
depends on what you’re
comfortable with. If you have
experience in design you can gi ve
it a shot on your own.
91% of customers
have visited a store
because of an
online experience
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However, if you’re not some one
who’s handled websites b efore,
it’s best to hire someone to get i t
done for you. Unless you’re
building a custom coded websi te ,
it’s quite easy to make basi c
changes like add or remove
pages, change the images, or
customise the look of the websi te .
All the platforms mention ed he re
are quite intuitive and u ser-
friendly, with the exception of
Wordpress, which can get a little
tricky if it’s your first time
building a website.
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MAKING YOUR WEBSITE

If you're an e-commerce business

Shopify is a good choice. It’s easy to s et-u p you r s hop, m anag e i nventory ,
integrate payment gateway s, and also to do S EO for each i ndi vi d u al pag e or
product. Shopify integrates wi th most popu lar s i t e bu i ld ers li k e
Squarespace, Wix, and Wordp ress. Works well if you run a f ashion or
retail brand, or sell primari ly throug h onli ne c hannels.

If you’re an agency, a firm, or a brand that consults

and offers services

Wordpress, Wix, or Squarespace will do. We haven’t used Wi x f or any of

our clients yet, but there are many good revi ews for W i x and the i nterface
seems to be quite simple to use and u nde rstand. A few of ou r fri end s do a
lot of their web design work on Wix and they don’t seem to have ru n i nto
any major issues as such .

If you’re an artist or a creative and need space to

display your work

If you're looking to display you r work in hi g h qu ali ty and w i t h a clean

minimal design, Squarespace is you r b est fri end. It’s g ot beau t i fu l them es
perfect for designers, visu al artists , creatives, and desi g n ag enci es. SEO i s
also easy to implement wi th options f or e ach i nd i vi d u al pag e and si t e- wi d e
options as well.
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MAKING YOUR WEBSITE

Please remember that th e c hoices
we make while choosing a websi te
builder depends purely on the
functionality and design options it
offers, and what would be the
easiest and fastest way to bu i ld a
website for a client with ou t
skimping on the key functionali ties
required. If you have a web
developer who can handle a
website that has been coded from
scratch, you can hire some one to
build you a completely customi sed
website as well. Keep in mi nd
though that this may take longer
than using a website builder and
may even cost more, but i t allows
for greater flexibility in te rms of
the design and the user i nte rface
you’d like to build.

68% of consumers who conduct

local searches on their
smartphone go to a store within
24 hours, and nearly 50% make
a purchase within a day

Next Section: Integrating Analytics and

Tracking Codes
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INTEGRATING

4| ANALYTICS AND
TRACKING CODES
Now that you’ve got a live mentioned earlier are enoug h to
website, it’s time to set i t u p to help you craft a better rou te f or
gather valuable data ab ou t y ou r your customers to reach you r
website visitors. website and make a purchase or
enquiry once they have lande d
You will now find every we bsi te on it. website owners cannot
displaying a small cookie poli cy know your name or any pe rsonal
banner whenever you visi t i t for details. And they don’t n eed to
the first time (or maybe every either. While personalisation of
time). This is a small dec laration digital experiences is some thi ng
from their part to inform you that we’ll look into later, the me trics
the website is recording data f rom we’ve mentioned earlier are
your visit to their website. What enough to help you craft a
exactly is this data? It’s nothing better route for your customers
personal (no pun intended). Di g i tal to reach your website and make
Marketers use tracking code s a purchase or enquiry once the y
provided by third party ag enci es have landed on it.
like Google, Facebook, T witter,
LinkedIn to track things like
where their visitors are coming
from, how long do they spend on
the site, what pages they v i si t,
which links they clicked, and when What
you
and where they decided to le ave
this site. As mentioned before,
none of this data can po i nt
directly at you; website owne rs
cannot know your name or any need to
personal details. And the y don’t
need to either. While
personalisation of digital
do>>>
experiences is something we’ll
look into later, the metrics we’ve
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INTEGRATING ANALYTICS
AND TRACKING CODES

These are the things you’ll need to do to

set up analytics for your website -:-

1 Sign Up for Google Analytics.

2 Once you sign up, create a property and

attach your website to it. (Links to detailed
instructions are in the resources page)

3 Once your property is set up, you will get

access to a tracking code (you can find it in
the Admin menu under the selected property.)
You will also be assigned a tracking ID, save
this somewhere.

4 This tracking code needs to be added to your

website in order to collect data about your
visitors.
If you’re using wordpress, we suggest you skip to number 5.
On Squarespace, on the home menu, click on Settings, then
Advanced, then External API keys, and enter your Google
Analytics Tracking ID in the Google Analytics box.
On Wix, go to Marketing Integrations, find Google Analytics and
enter your tracking ID. Select IP Anonymisation, and hit Save.
In your Shopify admin, click on Online Store, then Preferences.
Copy your analytics tracking code and paste it in the Google
Analytics box. Then go back to your Google Analytics page, click
on Admin, then Ecommerce settings under the View column. Hit
the toggle switch under Enable Ecommerce to turn it to On.
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INTEGRATING ANALYTICS
AND TRACKING CODES

5 If you’re Ok with one extra step you can

avoid pasting heavy Google analytics code in
your website. Just use Google Tag Manager.
Head to Google Tag Manager and sign up there. You will be
provided with a code snippet that needs to be added to your
website’s head tag and body tag.
If you’re on Squarespace, head to the Code Injection section and
add those tags there. Verify your code; the instructions will be
provided on the Google Tag Manager Screen. Follow them and
you’re good to go!
On Wordpress, install DuracellTomi’s Google Tag Manager Plugin
and follow the instructions given there. Use the recommended code
placement. Prost!
On Wix, copy your Google Tag Manager ID, head to marketing
integrations and choose Google Tag Manager. Type in your code.
Done!
On Shopify, go to themes, then paste the first code into the <head>
tag of your theme.liquid and checkout.liquid code. Take the second
code and place in the <body> tag of your theme.liquid and
checkout.liquid code. Go back to Google Tag Manager and
continue installing. When you are prompted to add tags, DO NOT
choose ‘Facebook Pixel’, ‘Universal Analytics for Google Analytics’,
and ‘Classic Google Analytics for Google Analytics.’ Phew. Done!

Setting Up Google Tag Manager

To start getting data from your website after activating tag manager, here’s what you do:
Google Official Documentation for Deploying Google Analytics on Google Tag
Manager

...
 SETTING UP
YOUR SOCIAL
MEDIA
Ok, this is the easiest bit.
What do we do here?
Log on to every social me dia
channel you know and lis t y ou r
brand there.
Facebook, Instagram, and
LinkedIn allow you to create
brand or company pages whe re
you can showcase your brand and
use the platform to engag e and
interact with your audience.
Twitter doesn’t have a
demarcation between brand and
personal pages when you ’re
setting up a profile. Just mak e one
for your brand and be done wi th
it.
Among the list of other thing s to
do at this point of time is to mak e
a Google My Business profile.
This sets up a map listing f or you r
business which can be pu bli cly
viewed on the internet. It’s the
easiest way to direct anyone to
your office. You will have to
verify your address eith er throug h
a postcard or by using phone
verification.
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Create a channel on YouTube.
‘But what if I don’t have
any videos!’
It’s alright, we’ll cover that for
you. For now, just set up an
account. Remember, you ne ed to
set up a brand channel onc e you
finish making your account so do
that before you log out.
Make sure you have a Medium
account for your articles, and a
Pinterest account to bookmark
any new links or content. If
you’d like to get a little
experimental, Reddit is a great
channel to try out. Snapchat is
optional, but if you have a b rand
where the target audience is
primarily young adults, this
could be a good place to try and
get some leads.
You could also try answering
questions on Quora but do so
only if you can genuinely help
someone as a brand. Don ’t g o
around spamming people wi th
unrelated answers and try i ng to
plug in your brand and w ebsi te
everywhere. Don’t be that
brand. Please.
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THINGS YOU'LL REQUIRE

These are the things you’ll need to set up

your accounts -

Valid email ID

Time

Patience

Profile picture
If you’re a brand you need to create one which prominently
displays your logo. Different channels require profile pictures of
different dimensions and display them in different forms. You can
see the different sizes and dimensions for each channel in the
resources section.

A short, catchy description

Preferably a simple one-liner that piques interest. You can add
more info about your brand in the detailed information section like
on Facebook. For your convenience, just stick to setting up your
account with the short description you wrote and move on to the
next channel.
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THINGS YOU'LL REQUIRE

Cover Images
Some channels allow you to adorn your profile with a cover image.
If you’ve got one ready, well and good. If you don’t, use Canva to
make a simple graphic. It can be a graphic with your brand colours
as the background and ‘Coming Soon’ in big, bold, text written on
top. Again, the size requirements for each channel will be different,
head to the resources section for that.

One Introductory Post

If you haven’t made one yet, just head to Canva and create
something simple like your cover image. You can use a square
1080px x1080px image across most of the major channels like
Facebook, Instagram, and LinkedIn. Twitter will also accept square
images but it crops out a part of the image before it is clicked and
the expanded view is shown. A rectangular image of 1024px x
512px works just fine.

...
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YOUR P.R.
ACCOUNTS

There are numerous online PR websi te s avai lable. Some are free, some are
paid, some have plans th at i mprove re ach and vi si bi li t y based on y ou r
needs. Here is a link with a list of f ree online PR w ebsi tes y ou can u se.
Make accounts on as many as you c an. T he se c an be of g reat help

https://onlineprnews.com/

https://www.prlog.org

https://www.prfire.co.uk

https://www.1888pressrelease.com

What do I do with these?

There are numerous online PR websi te s avai lable. Some are free, some are
paid, some have plans th at i mprove re ach and vi si bi li t y based on y ou r
needs. Here is a link with a list of f ree online PR w ebsi tes y ou can u se.
Make accounts on as many as you c an. T he se c an be of g reat help

...
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ENGINE
OPTIMISATION

SEO. You’ve definitely heard of business when they enter a

this term if you’re reading this relevant search query on a
handbook. If you go online and try search engine. Whether you ’re
and figure out what sear ch eng i ne on Rank 1 or Rank 6, the
optimisation is all about, you ’re chances of someone clicki ng on
going to go nuts understanding your link depends on a lot more
where it stops and where it ends . than just appearing on the top
So we’re going to make i t really of the list. While it’s one thing to
simple for you to understand. figure out new updates to the
search algorithm, it’s a totally
Search Engine Optimisat ion different ball game to
refers to the process of makin g successfully take a prospect to
it easier for a customer to find your website after entering a
you using a search eng in e. That’s search query.
it. Let’s take a moment to let that
sink in. We’re not going to go into too
much detail in this section, b u t
Now, you must be thinking , ‘that’ s we’ll tell you exactly wh at thi ng s
not what I read in xyz blog,’ or you need to do to keep you r S EO
‘Mr./Ms. Abc says it’s all abou t hygiene in order.
ranking on the first page of
Google.’ Well, to be honest,
everyone is going to give you a
different idea of what search
engine optimisation is all abou t.
Because it’s such a broad s u bj ect,
it often means different thi ng s to
different SEO professionals, and
most of them will have th ei r own
tweaks and hacks to make the i r
SEO strategy work. How ever, the
end goal of it all is that pote ntial
customers are able to find you r
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ON-PAGE SEO

1| KEYWORD
RESEARCH

This could take some time f or you to maste r, so we’re g oi ng to leave

some useful links for you ov er here:

How To Do Keyword Research - Video

Here are some tips from u s to get y ou s tarte d -

Don’t go just for the high v olu me key words.

Sign Up on Google Ads, skip the guided setup, and fi ni sh the
process to reach your Ads dashb oard.
Use the keyword planner tool. You can find it by cli ck i ng the
‘Spanner’ icon on the top right, or ju st search for it i n Goog le.
Actually, here - Google Keyword Planner
In the keyword planner tool, c hoos e ‘Find New Keywords.’ Enter
4-5 queries that you’d lik e people to f i nd y ou r b rand for, and g et
started.
In the next screen, you c an s ee all the re late d search qu eri es,
their avg. search volumes, how competitive a parti cu lar key word
is, and a lot more.
You can also filter your resu lts b ased on loc ation, ad d cu stom
filters, sort through the list, and export the e ntire li st as w ell.
Once you export and sor t the list according to s earch volu me,
the next column to look at i s competition.
Shortlist 10-20 primary key words, these wi ll b e pi ck ed on the
basis of relevance, sear ch volu me , and fi nally , compet i t i on.
Choose a good mix of high competition and low compet i t i on
keywords. Avoid picking generi c queri es lik e ‘ flow er shop’,
‘garden tools’, etc unles s the y are e xtre me ly re levant for y ou r
business.
Go for 2-5 word long qu eri es which poi nt toward s a high
intention to purchase or buy.
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ON-PAGE SEO / KWR

Now take the rest of the list and cate g ori se it i nto high volume-
high relevance, high volume-low relevance, low volume-low
relevance, and, you guessed it, low volume-high relevance. I
wonder how many of you re ache d thi s f ar to re ad thi s. Someti mes
I wonder if the baby hyena still needs help. Anyway, if you ’re
here, let’s get back to thi s.
To put the icing on the cak e, g o to SEMRush, create a free
account, and check what key words you r c ompeti t i on i s rank i ng
for and which ones they’ re pay i ng f or. If you f i nd any relevant
ones in the keywords that they are pay i ng f or and ru nni ng ad s
on, add them to your primary keyword list. There must be some
reason why your compet i tion is pay i ng f or that part i cu lar
keyword, so pay close attention to the se queri es.
And this is the end of the qui ckest g u i de to keyword planning in
2019.

2 | Title tags
& Meta
descriptions
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ON-PAGE SEO

2| TITLE TAGS & META

DESCRIPTIONS

Now that you’ve got your k ey words in place, i t’ s ti me to pu t them to u se.

Every page on your websi te has a Title Tag and Meta Description.
Here’s what we’re talking abou t:
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ON-PAGE SEO / TITLE & META

The first step towards optimisi ng
your website is setting all you r
title tags and meta desc ri ptions.
Your title tag should be withi n 60-
65 characters long.
And don’t try and force k ey words
into your title tag. Your title tag
and meta description are the f i rst
piece of marketing that a s earch
engine user gets to see. M ake use
of this free advertising space.

Your meta description should b e Write something catchy and

between 120-160 characters
long. This number is up for debate
because Google has been s howi ng
rather long meta descripti ons f or
a few pages in recent times.
However, to be in the safe zone,
keep all your important te xt i n the
first 120-150 characters, this
includes a primary keyword, and a
compelling piece of copy to draw
more customers in.
Try and use a relevant primary
keyword within the first 30- 45
characters of your title t ag .
unique that draws attent i on to
your brand. This is what we meant
when we spoke about your S ERP
rank as just one of the f actors
that determine how much traffi c
you drive to your websit e. Even if
you rank high, you’ll lose out to
competition with better t i tle tag s
and meta descriptions if y ou don’t
put some conscious thoug ht into i t.
Here’s how you set your title tag s
and meta descriptions on y ou r
website when you’re done b u i lding
it:

In Wordpress, install the Yoast SEO plugin. Go to the tools

section of the plugin an d run th e bulk edit or. Th is op en s a
view with a list of all t h e pages a n d th eir title and meta
descriptions and their lengths. You ca n q uickly ch an ge a ll th e
title and meta descriptio n s ov er here an d sav e y our ch an ge s.

In Squarespace, each individual page allows y ou to ch an ge it s

title tag and meta description in the page settings menu. For the
home page, you have to go to Settings and then SEO to
change these. Your pos ts ret ain th e t itle o f t h e p ost as th e
title tag. You can edit th e met a description , b ut y ou m igh t
want to disable it from sh owin g up on y our web site if y ou
don’t want visitors to rea d it wh ile t h ey b rowse . Th is is on ly
applicable in certain themes.
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ON-PAGE SEO / TITLE & META

In Shopify, you can aga in ch an ge t h e t itle t ag an d m e ta

description for each pa ge a n d p roduct sim ilar to
Squarespace. Just open th e edit screen an d scroll down to
find ‘Edit Website SEO.’ You can add the title ta g an d m et a
description for your sto re o r h om epage by goin g to y our
Shopify admin, then Online Store, then Preferences.

On Wix, click ‘Menus & Pages’, then select the page, th en click
‘Show More’ and choose ‘SEO(Google).’ Fill in the title and meta
description in their resp ect iv e box es.

3 | Page
Content
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ON-PAGE SEO

3| PAGE
CONTENT

To optimise the content o n you r websi te , follow t hese steps

Ensure that the Primary Keyword used in the title and me ta

descriptions occurs somewhere in the f i rst few secti ons of y ou r
webpage.
Choose 2-3 keywords from y ou r secondary lists, relevant to the
information being convey ed on the pag e and u se them i n the
content on the page.
DO NOT KEEP USING THE KEYWORD OVER AN D OVER AGA I N.
THAT WON’T HELP YOU IN 20 19.
Focus on creating relevant c onte nt arou nd the key w ords y ou are
using.
DO NOT FORCE KEYWO RDS IN TO YOUR CON TENT. Use them in
the most natural way pos si ble or y ou r key words w i ll sti ck ou t li k e
sore thumbs on your web si te . Plus, y ou ’d rather y ou r cont ent
makes sense when someone actually re ads it.
Ensure that there’s a logi cal f low of information on every pag e.
As much as possible, link out to other pages in y our website.
Each page should have at least 2-3 link s wi thi n th e cont ent that
lead to other pages on y ou r websi te wi th re levant i nform at i on.
Break your content down in to sub h ea din gs. Try and use
keywords within your subhe ading s s o that y ou ’re i nherently
drawn towards writing conte nt relevant to y ou r ch osen
keywords. This also helps to mak e you r pag e loo k m ore readable
rather than just a wall of text with s ome imag es.
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ON-SITE SEO

This usually comes under On-Page SEO but we like to make a

demarcation as it helps in focu si ng you r e nerg i es on one thi ng at a ti me.
These activities are geared towards mak i ng techni cal ch ang es and
additions in order to make you r s i te load faste r and help search eng i nes
categorise it more accurate ly . T he re’s a lot of tech ni cal j arg on i nvolved
here so we’re going to sk i p all that for now and j u mp strai g ht to w hat
you need to do.

XML SITEMAP

This is exactly what it sou nds lik e. It i s lite rally a m ap of y ou r

website. If you’d like to s ee what one looks lik e, j u st ty pe i n the
URL of any site and add /sitemap.xml at the end. However, this
map is not for your users , i t’ s f or s earch eng i nes. You r si t em ap tells
them exactly which pages are the re on y ou r s i te and w hat the path
for each URL is. When a c rawle r goes throug h y ou r w ebsi te, they
will scan the sitemap first. The y also moni tor how oft en the w ebsi te
is being updated by regularly looki ng f or s i te map u pdat es and
changes. This tells them that the websi te is c onstantly bei ng
updated with new and relevant i nformation.

Wordpress, Wix, Squarespace, and Shopi fy , all auto-

generate a sitemap that is access i ble to s earch eng i nes.
Sign Up on Google Search Console and verify your
domain. Once you do that, su bmit y ou r S i te map o ver
there as well.

More INFO this

>>>>>
way
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ON-SITE SEO

IMAGE OPTIMISATION

Make sure all the images on y ou r s i te are compressed to load

faster. You can also add alt-text to your images to describe the m
for search engines. It’s a good i de a to use you r chosen keywords
in the alt-text column. This a ne cessary s te p only for i mag es li k e
your logo or any sort of brande d g raphics, and of cou rse, i f y ou
run an ecommerce store, mak e s u re you add alt-t ext to all your
product images. Why do we do this? Because there’s a thing called
Google Images which indexes only images. Incredible right? Most
people forget that Goog le s hows all s orts of s earch resu lts. T ext -
based search isn’t the only thing you ne ed to worry abou t. A nd i f
you thought tagging imag es and vi de os is a lot, j u st remem ber that
we now have voice search as well. We ’ll talk abou t how thi s m i g ht
change things in 2019 late r.

ROBOTS.TXT

This file tells search engines what parts of you r w ebsi te to crawl
and what parts to ignore.
Here’s a good piece fro m Neil Patel on wh at rob ots.tx t is all
about.
Once you know what you want y ou r rob ots .txt to look li k e, thi s i s
what you do -

On Wordpress, open the tools in the Yoast SEO plugin,

choose file editor and follow the instructions to set u p
your robots.txt.
Shopify auto-generates a robots.txt file but doesn’t let
you edit it.
Squarespace also auto-generates a robots.txt file that
cannot be edited.
Wix also auto-generates a robots.txt that cannot b e
edited.
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ON-SITE SEO

There are a few other thi ng s lik e mi ni fi cation of CSS and HT M L

scripts that help your site performance. Go to the Google
PageSpeed Insights page. There enter your URL and let Google run
a test. At the end of the test, you wi ll get a f u ll report of how y ou r
page performs along with su g g estions to make it fast er.
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OFF-PAGE SEO

In this section, we’ll talk abou t the activi ties you do ou tsi d e y ou r
website in order to improve you r s earch rank . T h ere are three factors
you should consider whil e doi ng Off- Pag e S EO:

Content
Bookmarking
Social Networking

Using these three we will f ocu s on the f ollowing :

LINKS

More links pointing back to you r s i te f rom truste d, relevant sou rces
improve search rankings. You s hould ai m to g et as m any relevant li nks
from as many sources as possi ble. T his inclu de s e very thi ng from thi rd-
party blogs, listing sites, and conte nt shari ng plat form s li k e M edi u m ,
Soundcloud, and YouTube . No matter what k i nd of cont ent y ou creat e,
make sure it’s optimised for you r c hos en key words. L ead back to y ou r
site by using these keywords as ‘ anchor te xt’ in blog s. 1- 2 li nk s per
article are fine. For other conte nt, try usi ng the se k ey words i n the
description and don’t for g et to bri ng people to you r w ebsi te by
mentioning the URL wherever possi ble. If you ’re g et ti ng li nk s from a
third-party website, make s u re that they c ome f rom tru sted sou rces.
Avoid sites that seem to have no theme or cate g ori sat i on. A nd m ak e
sure your content doesn ’t land u p s ome where you w ou ldn’t w ant to
find your brand.

TRUST

In order to show search eng i nes that y ou are a tru stw orthy sou rce of
relevant information about a particu lar topi c, y ou need to do a few
things. First off, keep updating you r s i te re g u larly . M ai nt ai ni ng a blog
should take care of this. Next, b u y an S SL c ertifi cat e. T h i s certi fi cate
tells users that your site is a s afe and secu re place to su bm i t thei r
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OFF-PAGE SEO

details. This is extremely important especi ally if y ou m ake Ecom m erce

transactions or store or transmit any s ort of s ensi t i ve personal
information about your us ers. In f act, Goog le pri ori t i ses w ebsi tes
with an SSL certificate o ver thos e that don’ t have one. T h e last thi ng
is page authority. If you ’re doi ng a good j ob prom ot i ng y ou r w ebsi te,
and if your SERP results are le ading to c li ck s, y ou r si t e’s domai n
authority increases. This is a s ort of s core assi g ned by search
engines to determine the relevance of you r s i te and w hen and w here
they should display your pag es in the s earch resu lt s.

SOCIAL ENGAGEMENT

If you have successfully manag ed to eng ag e wi t h y ou r au di ence on

social media and if you are dri vi ng s i g ni fi cant am ou nt s of traffi c from
your social media channels you r s earch rank i ng s are bou nd to
improve. You could even s ee you r s oci al media pag es ranki ng for y ou r
search query, which is agai n a good thi ng f or you r brand. T h i s g oes
hand in hand with creating good conte nt, b e it vi su al, au di o, or text.
If you focus on making good conte nt, you wi ll au t omat i cally see
engagement increasing wi th e ach pi ece of c onte nt y ou post.

What is Bookmarking?

Bookmarking refers to submitti ng link s to you r websi t e on platform s

that allow you to save and share links wi th an e xternal au di ence. A
lot of sites allow you to store , org ani se, manag e, or search for
bookmarks of web pages. The best example we c an gi ve you ri g h t
now is Pinterest. You can f i nd other s i te s wi th a si mple g oog le search .
Try and submit all your URLs to as many of the se si t es as possi ble.
Remember to categorise the m properly whe n you su bm i t these li nk s
and make sure you’re su bmitti ng the m on a re levant platform w here
your content could actually b e appreci ate d and may be lead to a
conversion as well. When ever you s i t down to s t art y ou r off- pag e
activities, make sure to re ad thi s b ri lli ant article by N ei l P at el on
How you should do Off-Page SEO fo r y our site.
...

CONTENT
MARKETING
"Content is king."
This quote by Sumner Reds tone ,
made famous by Bill Gat es, i s s till
relevant in today’s day and ag e.
In fact, the internet literally runs
on content. Without people and
brands constantly creating
content and sharing it onli ne,
there would be nothing for y ou to
do on the internet except sending
your colleagues boring emai ls.
The only thing that’s chang ed ,
however, is how people consu me
content.
In 2019, the palm of your
customer’s hand is where all the
action is at. When the in te rnet
changed the way businesses
functioned, not many wou ld have
predicted that the smartphone
would go one step ahead and
completely disrupt the inte rnet
itself. People are using t he i r
phones to read articles, wri te
articles, listen to music, c reate
music, watch videos, and c reate
videos. If there was ever a ti me
when content marketing was
important for businesses , i t i s
now. With smartphones allowing
people to create and consu me
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content on the move, or even
when stationary (we kno w y ou
take your phone with yo u to the
toilet), there is literally a
content race going on ri g ht now.
Not only must you create larg e
volumes of content, but y ou also
need to share that content
everywhere, in different
formats, and you have to mak e it
unique.
You can’t just write articles one
after the other and hope that
your search ranking will rise.
Nowadays you need to mak e
everything from images, g i fs,
infographics, and videos in
order to get a potential
customer’s attention. The more
visual your content is, the more
engaging it is. After all, people
are looking at a screen that can
display high-quality cont ent at a
blistering rate. In order to g et
them to stop scrolling and pay
attention to you, you nee d to
create something visually
appealing. Even if you c reate a
blog, you better make or f i nd a
nice image to go with it or
you’re going to have a hard time
promoting it.
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Here’s how you go about creating content

for your brand -:-

First, decide who you’re going to be writing your content for. The
easiest way to start is to make simple categories like for potential
customers, for community, and for branding.
Now, assign specific objectives for each category, and start
creating content to cater to each of them. That’s it. It’s that easy.
OK, there are probably a few more things you should know. Like
How do I decide what to write about or make a video on?
The answer is that you don’t. You decide what it is that you’d like
to share with your target audience. And then you reuse and
recycle your content to create different pieces of content that
can each be consumed on its own. We’ll get to this pretty soon.
However, here are a few tips to make this process easier and
more efficient:-

Go and see what kind of content already exists for your

line of work. See which pieces are doing better than the
others, check which ones have been around for a while
and are still going strong.
Use these ideas to generate similar but better, more
personalised content with real inputs from your
experiences.
For the blogs or content pieces that seem to be
consistently doing well irrespective of time, you will
notice that a lot of them are topics that remain the same
but get updated to include any recent developments,
usually every year. These evergreen pieces of content
are where you sit down and write detailed pieces with
lots and lots of valuable information, ideally in a way that
can be quickly edited to make it relevant for the times.
Shift all these new ideas into the different categories
you’ve decided on earlier.
There you have it, a document full of content ideas,
categorised into meaningful content buckets.
 CONTENT
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TYPES OF CONTENT
BLOGS
& ARTICLES
Do we really need to talk abou t
this? All right. We’ll make this one
quick as well.
Think of your blog as a mag azine
except that people read it onli ne,
and that they can read e very
issue whenever they want to, and
you’re probably not goin g to
charge them anything. Exc ept
maybe their email address.
Your blog is where you post
content regularly. Usually , i t’ s ju st
articles, but there’s no constrai nt
as to what you can share on you r
blog. It could be videos, photos,
interesting content from third-
party sources, or anything that
makes it worth for someone to
come to your blog and spend time
on it.
We’ll focus on articles in th is
part:
In 2019, you’re not going to wri te
generic content that just v ag u ely
brushes over the topic and gi ves
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information that they can get
anywhere else. It’s all abou t
quality now. Even if the topi c is
something that other people
have written about earli er, y ou
need to take it and add y ou r
brand’s flavour.
Focus on creating detail ed
pieces with as much valuable
information as possible.
However, it’s not about the
length of the article, it’s abou t
how valuable your content i s.
Whether your article is 500
words long or 1500 words long,
make sure it’s actual content
and not fluff. There’s a lot of
fluff on the internet, and the
search engines are smart enou g h
to understand when an article
isn’t really talking about what
the page is supposed to talk
about. Even if you fool the
search engines, you won’t fool
the user when they finally re ach
your site. And when they do
reach the site, and they do start
to leave in a matter of se conds ,
your bounce rate will skyroc k et
and you’ll fall down in the
search rankings.
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BLOGS & ARTICLES

H e r e a r e s o m e t i p s t o wr i t e g r e a t b l o g s
t h a t r a n k we l l a n d r e a d we l l - : -

Use your chosen keywords whenever and wherever you can, but
don’t focus on them. Focus on writing something worth reading.
Don’t beat around the bush; get to the point and hit hard. Use
stats, graphs, images to make your content more engaging and
make the page look alive. No one wants to read a giant body of
text.
Don’t shy away from writing long-form content. In fact, we would
recommend putting out more long-form content if possible. It’s
shown to perform much better in terms of engagement and also
SEO. There are more advantages to creating a bigger article, we’ll
talk about it in the Reuse & Recycle section.
Use subtle call-to-actions within your content if you’re hosting it
on your own blog. You can also do this freely on platforms like
LinkedIn and Medium to generate more leads.
Always link out to other relevant pages on your website, and if
you can find really good content on a reliable website, don’t
worry about linking out to those pages either. You’ve got nothing
to lose by providing your users with valuable information, and
search engines will also give preference to your pages over other
pages with no relevant external links.
Keep it personal. You’re putting your brand or yourself out there,
so don’t appear too detached when you write content. Address
your reader directly, keep the writing conversational, slip in a
little bit of light humour in a few places, and write content that
really adds value to your reader’s life.
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TYPES OF CONTENT

INFOGRAPHICS
Infographics are a great way to c onde nse larg e amou nt s of i nform at i on
into one easily consumable graphic. You c an e asi ly tak e a long blog and
compress that information i nto bi te - si ze d chunk s that can be sti t ch ed
together to make a stunn i ng infog raphic.

Canva has great templates f or infog raphics if you ’re hard pressed for
time. But as usual, we wou ld recommend starting w i t h a blank canvas
and building up from there. T he re’s no harm i n usi ng some of thei r
templates as design inspiration, they ’re actually qu i te g ood and look
great on mobile devices.

Here are some example s of great in fo grap h ics:

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INFOGRAPHICS

Infographics | PRO-TIPS

1 Keep your infographics as visual as possible.

2
Use minimal text, and make mindful use of whitespace; you don’t
want to make a crowded infog raphic that’ s hard to deci ph er.

Stick to a visual theme, and make sure your branding is prominently

3 displayed either on top or b ottom of the infog raphi c. Don’t forg et
to leave a call-to-action and your contact details i n the f oote r.
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TYPES OF CONTENT

VIDEOS
Video content is getting a b i g pu sh across all c ont ent platform s on the
internet. It is also one of the most eng ag i ng f orm s of cont ent bei ng
shared on the web. In fac t, the re is s o mu ch vi d eo cont ent bei ng
consumed that YouTube handle s more s earch qu eri es than B i ng , A OL ,
and Yahoo! Combined.

You don’t need any fancy e qu i pme nt to create v i deo cont ent . A
smartphone and video edi ting s oftware are pretty m u ch all y ou need bu t
if you have money to spend on hiri ng an ag ency or em ploy i ng a vi deo
editor, you can easily start drivi ng larg e amounts of traffi c throu g h y ou r
Youtube channel itself.

Videos can be of a lot o f different ty p es. H ere is an article from

UScreen.TV that tells you ab out th e different ty p es of v ide os y ou
can create:
https://www.uscreen.tv/ b log/ 15 -t y p es-of-engagin g-v ide o- con ten t-
for-marketers/

And here is one from S in gleGrain talkin g ab out th e top 12 ty p es of

video content that audiences a re co n sum in g in 20 19 :
https://www.singlegrain .com / v ideo -market in g/ 1 0 - use ful-ty p es- of-
video-content-viewers-l ov e/
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VIDEOS

Videos | PRO-TIPS
Go vertical. Platforms ar e pu shing f or more v i de o cont ent that can

1
be viewed without having to f li p you r s martphon e on i t s si d e.
Examples - IGTV, Youtube, Facebook / Instag ram Stori es,
SNAPCHAT

Keep your videos short and to the poi nt, and mak e su re that y ou
use the first 7-10 second s of the v i de o to grab the vi ew er’s
attention. If you do that, the c hances of the m wat ch i ng the ent i re
2 video are higher. 60-90 seconds is a good leng th for vi deos to be
shared on social media platf orms . B u t i f you ’re ru nni ng ad s, y ou ’ll
need to create videos of 30 s econds or less in or der for them to
appear as pre-roll or in-stre am ads . We ’ll talk abou t thi s i n detai l i n
the paid advertising secti on.

Use storytelling to draw you r au dience in, don’ t j u st j u mp i nto

selling your services. Provi de v alu e or solve a problem fi rst, and
then pitch your services . Als o, reme mb er that people, i n g eneral,
3 don’t like being interrupte d by ads while watc hing vi deos. So w hen
you create video ads for the inte rnet, s toryte lli ng i s the only w ay
to make sure that you hav e a hook which g oes b ey ond j u st w hat
services/products you offer and how mu ch they cost.
 CONTENT
MARKETING
REUSE & RECYCLE
Ever wondered how Gary
Vaynerchuk or Neil Patel seems
to have so many differen t pi eces
of content being published i n a
month? They’re definitely not
creating so many unique pi eces of
content. Nobody has that k i nd of
time, even if you’ve got a
dedicated marketing team back i ng
you up.
The thing is that apart from
quality, quantity also plays a
major role in how easily people
can find you on the internet.
There are way too many c onte nt
creators on the internet rig ht now
for brands to put out on e or two
pieces of content every month and
hope that they will start g etti ng
traffic through them.
Organic reach is droppin g across
all channels because channe ls are
now saturated with user s. If you
don’t have enough conte nt to
attract users at differen t time s of
the day, week, month, or ye ar,
you’re not going to see the re su lts
that brands used to see abou t 10
years ago when digitisation hadn’t
fully sown its seed in the mark et.
Back then, publishing one pi ece of
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every week religiously cou ld g et
you to the first page of Google
and help you drive more s earch
traffic.
Now, just publishing it isn’ t
going to cut it. You need to
share it and promote it and
make sure that people know
exactly what it’s about. You
need to make sure you have
enough followers on social media
to make your promotions
effective, you need to upload
native content on each
individual channel, and a b u nch
of things that would make a
layman dizzy. However, creating
large quantities of good quali ty
content is possible and you don’t
need to turn into a zombie try i ng
to create content all the ti me .
Here's
how you
go about
it >>>>
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REUSE & RECYCLE

Here's how you go about using the Reuse

and Recycle model effectively -:-
Take a topic and decide exactly what you’re going to be talking to
your users about. Research extensively to gather enough
information to build a detailed content piece with relevant
information.
Use this information to build your core content piece. In most
cases, this would be a long-form article.
Now, take this core content piece, and chop it down into smaller
and smaller pieces. For example, from one article, you could take
out pieces like quotes, short list of tips, definitions, statistics,
small snippets of information to create social media post, a
summary that can become an infographic, or just be used as a
social media caption, the list goes on. It purely depends on how
well you’ve structured your article and how much detail you’ve
gone into.
From these smaller pieces, you can convert quotes and definitions
into social media posts, a list of tips into a short video or a shorter
article that links to your core piece. You could even make a
podcast or an IGTV video just summarising what the core piece is
all about.
It really is that simple. Be open to experimenting, this is not
going to be an easy task to master.
Make sure your content is optimised for different channels,
usually this only involves resizing the dimensions of the asset
you’ve created. This ensures that no part of your messaging or
branding is lost when your content is displayed.

Reuse & Prioritise video content as mu ch as possi ble. Whether i t ’s a

simple product promotion post or a f u ll- blown campai g n asset ,
Recycle
1 try using video as and w he n it’ s possi ble. Si mple 5 - 15 second
clips are all you need for soci al media, and i t’ s great i f y ou can
make longer videos to host on c hannels lik e Y ou T u be and V i meo.

Make as many smaller pieces of you r c ore c onte nt pi ece as y ou

want. The more the merrier, ri g ht? Ju st make s u re that y ou r
PRO - 2 quest for making more pieces doesn’t leave you w i t h cont ent
pieces that aren’t relevant or e ng ag i ng e nou g h for soci al m edi a
TIPS channels. Quality of con te nt should alway s b e you r top pri ori ty .
 | CRAZY
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SOCIAL  WWW.CRAZYTRAFFIC.IN

MEDIA

We’re not going to go into a long,
winding story about how soci al
media is the most happeni ng place
on the internet and how y ou mu st
have a presence on social media.
We’re not going to explai n how
you can make and publish posts on
each platform. Why? Bec au se you
already know this, and becau se
there are too many of th em, and
all of them provide their users
with all the information the y ne ed
to start working on the platf orm.
Instead, we’ll talk about how
you should look at social me dia
in general and how you can
make use of it to keep yo u r
audience engaged, build brand
awareness, and drive traffi c to
your website. To learn how to
open business accounts on
different social media ch annels,
just do a simple search on
Youtube and you’ll get a b u nch
of videos to help you out wi th
that.

1 Complete your profile.

All the channels provide adequate space for you to provide
information about your brand. Make use of it. Don’t leave anything
empty unless it’s absolutely irrelevant for your business.

2 Stay consistent.
We’re attaching a social media calendar template to help you stay
consistent with your posts.

3 Keep a lookout for new features.

This applies to all social media channels. These platforms keep evolving
and keep introducing new ways to reach your audience on their
channels. If you’re one of the first to adopt a new feature, you could
see a surge in the number of organic views and engagement your
posts get.
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OVERVIEW

4 Make use of the right hashtags.

That’s the only way to get found by other users organically. Twitter,
Instagram, Facebook, and now, even LinkedIn uses hashtags to allow
users to discover content and media on topics they are interested in.
Here’s one of the best guides to help you choose the right hashtags on
your social media channels:
https://neilpatel.com/blog/hashtags-arent-gimmicks/

5 The kind of audience differs from platform to

platform.
For example, on Instagram, you have a higher chance of finding visual
artists or musicians than on LinkedIn. The reason is simple. Both
platforms serve different functions. You must be cognizant of the kind
of updates you post on your social media channels. Using a highly
formal tone of voice to speak to a Facebook audience is as futile as
trying to get people on LinkedIn to watch cat videos. Even if the
content itself is the same, the kind of captions and messaging you
would use in different channels must be different, or your efforts will
be in vain.

6 Be an active part of the community.

Engage with other users and profiles. As a brand, you must also show
an inclination to open a dialog. Make some time every day to go
through each network and like, share, and engage with content that
you genuinely like. If you don’t do this, don’t expect the algorithms to
push your content out to other people either.
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OVERVIEW

7 Remember that you are on a third party

platform.
That is to say, don’t expect things to happen on their own. Social
Media networks like brands that create and share content regularly on
their channels. In order to keep their platforms relevant for the
different kinds of users that have signed up for them, social media
networks will avoid showing people posts from profiles that aren’t an
active part of the community.

8 Be Real. Don’t oversell. Don’t Over-promise.

...
 | CRAZY
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PAID WWW.CRAZYTRAFFIC.IN

MARKETING

Often you will need an extra pu sh to serve you r cont ent to au di ences
that fall outside your organi c re ach. The re is no part i cu lar ti me or
necessity to run paid ads unless you ’re looki ng to g et m ore cu stomers or
achieve a specific busines s goal. However, these opti ons allow y ou to
reach a wide audience that can b e defi ned by you , and at a very m i ni mal
cost.

Before we go deeper int o this topi c here are a f ew terms y ou shou ld

familiarise yourself with:

IMPRESSIONS

The number of times your ad was s hown to people

CLICK THROUGH RATE

The percentage of the nu mb er of ti me s you r ad was cli cked on versu s

the number of times your ad was s hown.

COST PER CLICK

The amount of money you s pend for e ach cli ck o n y ou r ad .

COST PER VIEW

Another billing option that charg es you f or the n u mber of ti mes y ou r

ad is viewed.
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SERP

SERP stands for Search E ng i ne Re su lts Pag e. A SERP feat u re on a

results page is a non-traditional re su lt that has added elem ent s to
provide a better user experi ence. T he se c an inclu de:

Rich snippets, like review s tars on a product li st i ng .

Paid results which are clearly mark ed as s ponsored or ad
links.
Universal Results like re late d i mag es and vi de os
Knowledge Graph, which is a panel on the rig ht- hand si d e
with additional information lik e s oci al media profi les or
contact details.

Apart from Google, which has Goog le Ads , almos t all soci al m edi a
channels have their own ad platf orms . T he y all pretty w ork the same
way, where you can create an ad, s et a targ et au d i ence, ch oose a
bidding strategy (automatic or manu al), choos e you r bi lli ng m ethod
(CPC/CPV), and launch y ou r c ampai g n. T he granu lari ty to w hi ch y ou can
specify your audience dif fers f rom platf orm to platform , and the ty pes of
ad campaigns you can ru n, and the ad formats you ’re allow ed to u se w i ll
be different.

The other thing to keep i n mi nd i s that each platform has a speci fi c

audience type. Do thorou g h research before runni ng any ad cam pai g n to
find out if the platform you’re usi ng is popu lar wi th people i n y ou r targ et
audience. Maybe the kind of product y ou ’re s elli ng has a natu rally hi g her
rate of acceptance in a particu lar s oci al media c hannel i n com pari son to
another. You’d rather spend y ou r money on that platform i nstead of
spending it in a place whe re users aren’t even looki ng for y ou r prod u ct.
 PAID
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Let’s look at some of the options avai lable to you :

Google Ads T wi t t e r Instagram

List of Ad Campaigns Typed os Ads and Types of Ads and
List of Ad Formats Campaigns Campaigns

Facebook LinkedIn Snapchat

Types of Ads and Types of Ads and Types of Ads and
Campaigns Campaigns Campaigns

There are a lot of other adv ertisi ng platf orms on the i nternet, so don’t
feel constrained to just the se.

In general, here’s what you need to do to create a

great ad:

Define your objective and make it extremely

1 clear about what you aim to gain from running
your ads.

Be specific with your targeting; don’t worry

2 too much about narrowing down your
audience.
Especially if your intention is to drive sales or generate leads. In
fact, the broader your targeting is, the higher are the chances of
your CTR dropping and your cost per view to keep increasing.
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3
Pick the right platforms or end up losing
money for nothing.

Research well and come up with fresh ideas.

4 Don’t try and ape what another brand has
already done.

5 Keep It Simple AF, Silly.

Don’t beat around the bush and get to your point quickly. Research
shows that if you don’t grab someone’s attention within the first 7
seconds of a video ad, it’ll be hard to get them to see the rest. The
same works with articles, or social media posts, or images; if the
first, instantaneous reaction isn’t one of interest, it’s going to be
hard to keep them occupied long enough to see or read more.

Lay stress on design, especially for static

6
images and HTML banners. Your design
language is what will make your ad standout
from the rest.

7
Monitor your ads regularly and make edits
and adjustments as and when necessary.
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Optimise your ad campaigns for mobile

8 audiences; majority of your views and clicks

will come from mobile views as most people
now surf the internet on their smartphones.
Use vertical videos wherever possible along with your standard
ad inventory.
Optimise your landing pages for mobile visits
Focus on a wholesome mobile experience for your user while
running your campaigns

9 Remarketing.
Ever wondered why you see ads for certain products on different
websites shortly after you’ve searched for them online. This is called
remarketing. Use remarketing pixels from different ad publishers to
target audiences who have already interacted with your brand
earlier somewhere. It’s a great way to nurture prospects on the
internet.

10
Each platform and ad type has its own
advantages and disadvantages.
Make sure you know them all before deciding what type of ad
campaign you want to run.

11
Your ad budget is whatever you’re willing to
spend.
Just make sure you spend it wisely. Don’t spend all your ad budget
right at the beginning. Spend it in staggered stages to see how your
audience is reacting to your ads and if you need to change
something.
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12 Metrics.
Use a tracking mechanism to check page views on your landing
pages or check at which part of your user journey customers
dropped off without making a purchase or signing up. Almost every
platform has a native set of metrics that they offer for all ads that
you run.

...
 2019 : THE | CRAZY
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THINGS THAT
MATTER
Finally, the part you’ve all been wai ting f or. What do I do to m ak e m y
digital marketing in 2019 better?

2019 marks a year where di g i tal mark eting is s et to see a lot of ch ang es.
If you’ve read through thi s handb ook , y ou r b asi cs shou ld be i n place now
for you to try out some di g i tal mark eting s trate g i es for 2 019 that experts
all over are talking about.

Without further ado, her e the y are:

Quality Content

When it comes to content, quantity isn’t g oi ng to cu t i t alone. Search

engines are looking for pi eces of c onte nt that people read and spend
time on. They prioritise showing web pag es that have a hi g h averag e
time spent on the page and a low b ou nce rate . T hi s only happens w hen
your content is unique, i nte resting , and g i ves th e reader somethi ng
worth their time.

Social Messaging

More customers are using s oci al media to c ommu ni cate w i t h brands.

With the aid of in-built me ssag i ng , soci al media ch annels are a g reat
way to stay in touch wit h y ou r c u stomers. Use these to send ou t
updates and offers to yo u r f ollowe rs. You c an e ven reach ou t to non-
organic audiences with offeri ng s lik e Li nk edIn InM ai l and W hat sA pp
business.
2019: THE THINGS
THAT MATTER
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Video Marketing

As we mentioned earlier , almos t every platf orm t hat allow s cont ent
sharing is pushing video conte nt over othe r ty pes of cont ent . One of
the biggest reasons this i s happeni ng is b ecau se vi deos k eep people
on their platforms for lon g er.
According to people survey ed by S i ng leGrai n, over 70% of consu m ers
have shared a brand’s vi de o, and close to 65 % of execu ti ves say they
visit a marketer’s websit e afte r watc hing a v i de o. T h ose nu m bers are
HUGE.
Another thing that’s catching on qu i te f ast i s v ert i cal vi deo. V ert i cal
videos are the new form of media that platf orms have i ntrodu ced.
Almost every social medi a platf orm, inclu ding Y ou t u be, allow s y ou to
share vertical videos wit hout any problems .
In fact, try running vert i cal v i de o ads . You c an use them on Facebook ,
Instagram stories, Snapchat, and a host of othe r platform s. A nd si nce
it’s fairly new, it’s a great time to s tart creating cont ent for i t now
and establish your brand the re b efore the play i ng fi eld g et s
saturated.

Micro-Moments

Google has identified ‘mi cro- moments ’, whi ch are i nstances w hen
consumers are looking for thing s in the mome nt. T h i s i nclu des ti mes
when people make instant de ci si ons like whe re to eat , w hat to bu y , or
how to buy. In order to capture au diences while they are havi ng those
moments, you should be on platf orms lik e Goog le M aps, A m azon, or
YouTube, where people s pend mos t of the i r ti me try i ng to m ak e bu y i ng
decisions.
2019: THE THINGS
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Podcasting

Podcasts are making a comeback as people are l ook i ng for w ay s to

absorb content while doi ng othe r work . And c lose to 45 % of people
who listen to podcasts have an averag e income o f USD 75 , 000. T h i s i s
the audience that has a lot more b u y i ng powe r and w i ll m ost probably
include people in decision-maki ng posi tions in good com pani es.

Voice Search

Almost 20% of all Google s earche s are v oi ce s earch es. If y ou ’re not
optimising your content for v oi ce s earch, it’ s a good ti me to do i t now .
The simplest way to do so is to use Amazon Polly on y ou r w ebsi te,
which converts your tex t conte nt i nto voi ce wi th j u st a sm all bu tton
that doesn’t interfere with you r UI.

Apart from this, just rememb er that there are no shortcu ts to bu i ld i ng an

organic digital presence. It requ i res a lot of c onsi stency and pati ence.
Once you make a digital marketing plan, do y ou r best to sti ck to i t . It
does take a little bit of practice to get the hang of i t , bu t once y ou ’ve
got a system figured out, dig i tal mark eting is all abou t fi ndi ng new and
interesting ways to delight y ou r c u stomers.

Once you’ve got a good level of e ng ag eme nt and a fai r amou nt of vi si t s

or views, you can have a lot of f u n wi th di g i tal mark eti ng . In fact,
there’s no stopping you from havi ng f u n rig ht at the beg i nni ng . T h e
internet is crying out for good, f resh conte nt, and i f y ou can com e u p
with something that sati sfi es that cravi ng , then there’s no stoppi ng y ou
from driving insane amounts of traffi c to you r di g i tal storefront .

...
If you have any questions or queries at the end
of this, feel free to get in touch with us at -:-

Email - info@crazytraffic.in
Subject Line - LevelUp

Phone -:-
+917899860741 / +917406163901
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WEBSITES

Wordpress Tutorials
Wix Tutorials
Squarespace Tutorials
Shopify Tutorials

WRITING GREAT BLOGS

The Ultimate Guide to Writ in g B log Posts Th at

Rank in Google’s Top 10

The Ultimate Blogger Writ in g Guide

Why You Should Create Lon g-Fo rm Co n tent

(And How to Do It)

How to Create a Successful B log S trategy: A

Step-by-Step Guide

More than a Blog: How to Create Yo ur

Content Strategy

MAKING KILLER
INFORGRAPHICS
How to Make Winning I n fo grap h ics With out
Risk
Infographic Design - Ti p s an d Insp iration B y
Canva
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...MAKING KILLER
INFORGRAPHICS
How to Make Infographics With Ca n v a in 5
Simple Steps

5 Ways to Create Infograp h ics fo r Instagram

MAKING INCREDIBLE
VIDEOS
How To Create High-Quality Video s For
Social Media

How to Create Engaging Sh ort Video s fo r

Social Media (Including 7 Ex cel lent Ex am p les)

Social Media Video Tip s & S trategies

Horizontal VS Vertical Video s: Wh ich Video

Format Should I Use?

How to Tell an Effective Story with Vert ical

Video

How to Optimize Video s fo r Vert ical Viewing

3 Steps to Creating Vertical Video s Th at

Drive Customer Engagement
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SOCIAL MEDIA

5 Data-Backed Social Media Trends You Need

to Know for 2019

Hootsuite’s 2019 Social Media Trends Report

and Resources

The Beginner’s Guide to Cra ft in g a H igh ly

Effective Social Media S trategy in 2019

7 Ways to Optimize Yo ur Market in g S trategy

via Social Media in 201 9

5 Key Facebook Advert isin g S trategies fo r

2019

...
Glossary.
of terms related to digital
marketing, SEO, and Social Media

1
ADWORDS
Ad service which allows you to place ads on
Google’s search results.

2
Textual elements which search engines use
to source details about your images. Adding
alt text allows your images to be found on
Google, effectively driving more traffic to
your website.
ALT-TEXT

3
ANCHOR TEXT
Hyperlinked text snippet that takes you to a
different page (internal or external)
 4
Links that bring people to your website from
other websites. If these links are present on
high domain authority websites, it gives
search engines more confidence to display
your pages more prominently; but not
BACKLINKS always. There are two types of backlinks:

4.1
These links allow search engines to follow their
path from the source page to the linked page.
This significantly helps in improving page
authority and add a few bonus points to your

DO-FOLLOW SERP (Search Engine Results Page) position.

Many websites will tag outbound links with a ‘no

4.2
follow’ tag. This means that even if you get a
backlink from such a site, you get no SEO benefits
from them. You might be getting a lot of traffic
from these links, but since search engine crawlers

NO-FOLLOW are being actively stopped from pursuing these

links, no ‘link juice’ is shared.

5
BOUNCE RATE
The rate at which users come to your site
and leave after viewing just one page.

6
DOMAIN AUTHORITY
It’s a score given to your domain on the basis
of popularity, number of backlinks, social
shares, etc.
 7
header tags
These tags are used to categorize and
prioritize content for search engines and give
a proper structure to your page. They range
from H1 to H6.

8
Search Engines first crawl your site to
analyse its content. Once they’ve finished
crawling your pages, they add your site to an
‘index’ (or quite simply, they ‘index’ your site),
which is a database of websites maintained
indexing by the search engine.

9
page views
A web analytics metric which tells you how
many pages a visitor has viewed after
reaching your website.

10
keywords
These are search queries that potential
clients are typing into their browsers in order
to find a business like yours. We have two
types of keywords -
 Search phrases made up of 1-3 words. They usually

10.1
have high search volume, and if you manage to
rank for these keywords, you can drive a lot of
traffic. However, the audience they attract is very
broad and displays low intent to buy/hire.

short-tail Eg: - blue suede shoes, compact car, canon DSLR

camera.

Search phrases made up of more than 3 keywords.

They have low search volume, but usually only in
comparison to certain short tail keywords.
However, these queries usually come from users
who have a high-intent to buy/hire, and they

10.2
display conversion rates significantly higher than
short-tail keywords. They are the most effective
way to target a defined audience that you’d like
to reach.
Eg:- how to hire wedding photographers in India,
NO-FOLLOW buy adidas blue suede shoes online, used car
showrooms in Navi Mumbai.