ASSIGNMENT REPORT ON

DIGITAL MARKETING

ARENA ANIMATION UDAIPUR

SUBMITED TO: PRIYNKA MA’AM SUBMITED BY: HITESH PURBIA

Contents

Introduction............................................................................................................................................. 3
Digital Marketing Examples .................................................................................................................... 4
What is On-Page SEO?............................................................................................................................ 5
On-page SEO factors: .......................................................................................................................... 5
Keywords ........................................................................................................................................ 5
Meta Description: ............................................................................................................................ 6
Alt Text: .......................................................................................................................................... 6
Title Tag: ......................................................................................................................................... 6
SSL/HTTPS:.................................................................................................................................... 6
URL Structure ................................................................................................................................. 6
Internal Linking ............................................................................................................................... 7
Page Performance ............................................................................................................................ 7
What is Off-Page SEO? ........................................................................................................................... 7
Off-page SEO factors: ............................................................................................................................. 7
Backlinks ......................................................................................................................................... 7
Domain Authority ............................................................................................................................ 7
Social Promotion ............................................................................................................................. 7
Introduction
Digital Marketing is the term used for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach the viewers, turn them into customers,
and retain them.
So, how is digital marketing different from traditional marketing?
The traditional manner of marketing involved businesses to advertise their products or services
on print media, radio and television commercials, business cards, bill boards, and in many other
similar ways where Internet or social media websites were not employed for advertising.
Traditional marketing policies had limited customer reachability and scope of driving
customers’ buying behavior.
Digital marketing achieves targets of marketing a business through different online channels.
Let us see how.
The following table lists a few points that differentiate digital marketing from traditional
marketing −

Traditional Marketing Digital Marketing

Communication is unidirectional. Means, a business Communication is bidirectional. The customer also can ask
communicates about its products or services with a queries or make suggestions about the business products and
group of people. services.

Medium of communication is generally phone calls, Medium of communication is mostly through social media
letters, and Emails. websites, chat, and Email.

There is always a fast way to develop an online campaign

Campaigning takes more time for designing,
and carry out changes along its development. With digital
preparing, and launching.
tools, campaigning is easier.

It is carried out for a specific audience throughout The content is available for general public. It is then made
from generating campaign ideas up to selling a to reach the specific audience by employing search engine
product or a service. techniques.

It is conventional way of marketing; best for

It is best for reaching global audience.
reaching local audience.

It is difficult to measure the effectiveness of a It is easier to measure the effectiveness of a campaign

campaign. through analytics.
 Digital Marketing Examples
1. Search Engine Optimization (SEO)
2. Content Marketing
3. Social Media Marketing
4. Pay Per Click (PPC)
5. Affiliate Marketing
6. Native Advertising
7. Marketing Automation
8. Email Marketing
9. Online PR
10. Inbound Marketing

SEARCH ENGINE OPTIMIZATION (SEO)

 Search Engine Optimization is the way toward enhancing rankings of a site or website
page in the unpaid “organic” search lists. Without any doubt, SEO is the most important
type of Digital Marketing. The way of the SEO is to make website pages rank higher in
the search engine result pages (otherwise known as SERPs) to increase visibility,
authority and Alexa scores. The higher a page positions, the more striking and unhidden
it is, and along these lines will get more activity, traffic, and conversions.

 From the very starting, Search Engine Optimization played by a genuinely very much-
characterized set of principles: Optimize a page for particular Keywords, manage links
from different sites that utilize your targeted keywords, etc. While these ways are still
pertinent, Google’s Penguin update has put SEO professionals who has been flourishing
by manipulating the framework have found the ground shrinking underneath their feet.

 However, it’s still critical to comprehend that search engines are still like robots, or you
may say advanced robots, yet robots in any case – and the principal comprehension of
what a page is about will be based on the content on the page. There are various tools you
can utilize for SEO, and some of them are Moz SEO tools, Keywordtool.io, Bing
Webmaster Tools (BWT), Google Keyword Planner, etc.
TYPES OF SEO
There are two types of SEO

1. On page SEO
2. Off page SEO

What is On-Page SEO?

When you think of the most basic search engine optimization tactics like using keywords in your
copy and optimizing the meta description, HTML code, title tags, and alt tags, that’s the
foundation for on-page SEO. On-page SEO refers all the measures that can be taken directly
within your website to improve its position in the search rankings. This includes those basic
tactics listed above, but also takes into consideration things like overall content quality, page
performance, and content structure.

On-page SEO factors:

Keywords
While keywords are less important than they were a few years ago, keyword optimization is still
a cornerstone of SEO today. That said, the focus has shifted towards more long-tail keywords,
which fit the search patterns of today’s internet users better. Think of your audience and the
keywords they’re searching for, and try to create and optimize your website content around those
keywords.
Meta Description:
A meta description is the short description that appears below your URL on a search engine
results page and below a headline in a social post. It should describe the content on that page, but
more importantly, be sure to include any relevant keywords in this area so they can be picked up
by search engine crawlers. Try and keep you descriptions to under 300 characters to ensure your
entire description is shown in search results.

Alt Text:

Alt text refers to the word or phrase that can be attributed to a picture file to help it be indexed
for searched. If you use a graphic in your blog that outlines some injection molding tips, for
example, you can save the alt-text for that image as “automotive-injection-molding-tips”, and
that graphic will start to rank for that phrase in the image results.

Title Tag:
The title tag refers to the title of your web page, or the main heading you see in the search engine results
pages. The title tag in the above photo is SEO Survival Guide (H1 tag). Once again, this is another crucial
opportunity to include relevant keywords and boost the search ability of your page.

SSL/HTTPS:
Page security is more important than ever in 2018, and enabling Secure Sockets Layer (SSL)
security technology is crucial for improving your security, trustworthiness, and visibility. By
enabling SSL, you increase the likelihood that a third party doesn’t come between your web
server and the visitors’ web server, ensuring that information entered on the site is safe.
Likewise, Google actually prefers sites that are SSL-enabled, making it essential to boosting
visibility.

URL Structure
In addition to the factors listed above, an organized URL structure is important for today’s
marketers, because it allows search engines to crawl from page-to-page on your website more
easily, and makes navigation more efficient for visitors. You want your URLs to contain
keywords that reflect the pages they direct to, as easy-to-understand URLs are more likely to
earn clicks, and also help search engines crawl your site.

This is where pillar pages have come into play more recently for marketers, with certain pages
on websites being dedicated to popular topics your prospects are searching for, and linking all
related pages back to that pillar. Let’s say you want to create pillar pages dedicated to
automotive, medical, and consumer injection molding applications, for example. With your
pillars identified, you can tailor your content and URL strategy specifically to those pillars, link
all related content back to the main pillar page, and help you boost your searchability on those
topics.
Internal Linking
Speaking of internal linking, internally linking related pages on your website is another
important factor of on-page SEO. Linking to different relevant pages on your site makes it easier
for search engines to crawl everything, and also keeps visitors engaged longer.

Page Performance
While other factors of on-page SEO deal with content quality and structure, the performance of
your website and its pages are also an on-page ranking factor. Pages that take a long time to load
or don’t render properly on mobile will rank lower in the search engine results pages (SERPs), as
users will get frustrated, leave, and increase the bounce rate. Search engines evaluate this and use
it as a key page ranking factor, so it’s crucial for marketers to consider the image file sizes on
their pages, reduce redirects, improve the mobile responsiveness of their site, and minimize the
amount off CSS/Javascript.

What is Off-Page SEO?

While on-page SEO refers to the factors you can control on your own website, off-page SEO
refers to the page ranking factors that occur off your website, like backlinks from another site. It
also includes your promotion methods, taking into account the amount of exposure something
gets on social media, for example.

Off-page SEO factors:

Backlinks
The number and quality of backlinks you have to your site is undoubtedly the biggest factor of
off-page SEO. The more sites linking to your content, the more domain authority Google grants
your site, boosting your ranking. This has led marketers to try questionable paid link-building
tactics, but there are several organic approaches you can take that produce effective results, such
as guest blogging, being featured in industry trade publications, and seeking out contacts in the
industry who’d be happy to share your content.

Domain Authority
Measured on a scale from 1-100, your domain authority is a number given to you by search
engines to determine the strength of your website. Think of it as a grade, essentially. Websites
with a higher domain authority receive preference in the search results, while websites with a
lower domain authority are more likely to rank near the bottom. Domain authority is measured
by a few different factors, including how long you’ve had your domain name (the longer the
better), the history of the domain name, the number of backlinks, and the number of 404 pages.
By ensuring you have a technically sound website that follows the SEO best practices, you can
maximize your domain authority and improve your ranking.

Social Promotion
While page ranking isn’t tied directly to the interactions on a social media post, social posts that
generate a lot of clicks will certainly help boost traffic to the site and generate a ton of link
shares. Content that’s shared on Google+ is also indexed immediately, helping in that regard.
On-page and off-page SEO work together to improve search engine rankings. By working on
what you can control today—producing quality content that is supported by high-quality on-page
SEO—you’ll be well on your way to earning backlinks, improving your domain authority, and
controlling your off-page SEO.

What is a domain name?

A domain name is your website name. A domain name is the address where Internet users
can access your website. A domain name is used for finding and identifying computers on
the Internet. Computers use IP addresses, which are a series of number. However, it is
difficult for humans to remember strings of numbers. Because of this, doma in names were
developed and used to identify entities on the Internet rather than using IP addresses.

A domain name can be any combination of letters and numbers, and it can be used in
combination of the various domain name extensions, such as .com, .net and more.

The domain name must be registered before you can use it. Every domain name is unique.
No two websites can have the same domain name. If someone types
in www.yourdomain.com, it will go to your website and no one else's.

What is WWW?

World Wide Web, which is also known as a Web, is a collection of websites or web pages stored
in web servers and connected to local computers through the internet. These websites contain
text pages, digital images, audios, videos, etc. Users can access the content of these sites from
any part of the world over the internet using their devices such as computers, laptops, cell
phones, etc. The WWW, along with internet, enables the retrieval and display of text and media
to your device.
The building blocks of the Web are web pages which are formatted in HTML and connected by
links called "hypertext" or hyperlinks and accessed by HTTP. These links are electronic
connections that link related pieces of information so that users can access the desired
information quickly. Hypertext offers the advantage to select a word or phrase from text and thus
to access other pages that provide additional information related to that word or phrase.

A web page is given an online address called a Uniform Resource Locator (URL). A particular
collection of web pages that belong to a specific URL is called a website,
e.g., www.facebook.com, www.google.com, etc. So, the World Wide Web is like a huge
electronic book whose pages are stored on multiple servers across the world.

Small websites store all of their WebPages on a single server, but big websites or organizations
place their WebPages on different servers in different countries so that when users of a country
search their site they could get the information quickly from the nearest server.

So, the web provides a communication platform for users to retrieve and exchange information
over the internet. Unlike a book, where we move from one page to another in a sequence, on
World Wide Web we follow a web of hypertext links to visit a web page and from that web page
to move to other web pages. You need a browser, which is installed on your computer, to access
the Web.