Digital Marketing

What is digital Marketing?

 Digital Marketing is the promotion of product

/services using electronic means / Digital technology
to reach a specific audience.
Mainly on internet

 SEO, SEM , Social Media , Email Marketing, Mobile

Marketing

Contact : swapnilnarake@gmail.com
 Print Advertisements
 Newsletters
 Billboards
 Flyers
 Newspaper print ads
 Cold calling
 Television
 Radio Advertisements
• SEO - Search Engine Optimization
• SEM - Search Engine Marketing (Google PPC)
• Web Analytics
• Content Marketing
• Social Media Optimization ( FB, Linkedin , Twitter, You tube)
• Social Media Marketing (FB Advt, Linkedin & You tube Advt)
• Email Marketing
• Mobile SEO
• Google Places
• ----------------------
• Affiliate Marketing
• App Store Optimization
Digital Marketing v/s Traditional Marketing

 Reduced cost
 Simple to measure
 Real time results
 Location Targeting becomes very Easy
 Digital marketing gives fans/viewers/readers a
chance to share your content
 It's easier to change or stop a digital marketing
campaign after it starts
Search Engine Optimization
Search Engine Optimization
 Search Engine & History

What are search engines ?

Program designed to search info.
Huge database
SERP

SEO - Process/ algorithm / set of rules to increase visibility

 1989 - Search engine started

 1995 - Altavista ( Yahoo)
 1995 - Yahoo
 1996 - MSN
 1998 Sept - Google
 2002 - Google become powerful
 2009 - Bing
 Why Google become powerful?

 User friendly
 Quick/Fast results
 Trusted
 Relevant data
 Secured
 Crawlers & Crawling

Crawlers / Spiders
Robots / User agents
 Googlebot
 MSN bot
 Bingbot
 Yahooslurp

 Crawling
 Indexing – snapshot
 Cache date
 Crawling, indexing, calculating relevance and
ranking, serving results
 When Spider Comes ?
 Crawl pages / Website ?
 Eg : Spider - Real estate agent
Website - Builder
Search User - Buyer

White Maruti desire 2015

RTO database – 2015, Riksha bus bike cars , cars,

maruti
 Sites you should look out for

 Moz.com
 Search engineland.com
 Ppc hero
 Mattcutts
 Social samosa
 Seo pdf
 Rand fishkin
 Keyword Analysis

 Keyword Analysis
 Generic
 Short tail
 Long tail
 Seasonal

 Keyword Planner
 Keyword Planner

 Detailed Keyword – Country city most searched

 Pune to Mumbai cab services
 We need to analyze Keyword for SEO
 Everybody will search keywords differently
 Think like common man/ customer
 Synonyms – car- cab
CV – bio data- resume
Mobiles – cell phones
 Algorithms
 Relevant keywords – Pune Mumbai cab/ car/ hire taxi
 Keyword ideas
 India country
 Pune Mumbai
 There is no pt coming 1st for irrelevant city
 Competition .7 above – high .4 - .7 medium 0 - .4 low
 More search low competition

 Shop 10 & customer 10 high

 Shop 5 & customer 20 Med
 Shop 2 & customer 50 Low
 Which keyword will you select
 Conversion rate is 5- 10 %

 In some cases client gives keyword – some agency sends for approval
 Also search top 3 competitors
 SWOT
 OLA cabs – OLX
 If you have dance class
 What will be the keywords
 Understanding the website content
 Competitors Analysis
 Keyword Analysis
 Keyword & Website Ranking

 SEO – Onpage / Offpage

 White hat , Black hat , grey hats
 Cloacking, link farming,
 Meta Tags

 Meta Tags (Title = 60 & Desc:160)

 URL : 110 and keywords should be stuffed in the
url
 Heading 1: 70 Keyword Stuffing
 Images: Titles & Alt Tags 70 char
 Heading: 70 char should not repeat
 Content: 2 % Keyword Density
 Create a Blog: Weekly 2 - 3 Articles posting
 HTML vs Text Ratio
 Content Guidelines

 No Copied Content
 Use Synonyms
 Font Type
 Font Size
 No Grammar Mistakes
 No Spelling Mistakes
 No Incomplete Content
 Make sure u have social Share Buttons on each page
 Page Speed Try to avoid Java Script heavy images, video &
Flash Content
 XML Sitemap
 Google Analytics
 Google Webmasters
 Important Keys for SEO

 No black hat techniques

 No Keyword Stuffing
 Back links
 Mobile friendly
 Landing page
 Page errors & redirections
 Keyword density – 2-3 % per page
 300 word article – 6- 9 words
 Best SEO practices

 Landing page optimization

 Housing.com
 Ecommerce seo
 International seo

 <20 % content for fb

 Loading Page optimization
Bounce rate – 20-30 %
 Grammatical mistakes/ Copied content/Too much
advertising.
 Back links – High quality / Low quality -
IRCTC. .gov Chola batura
 SEO techniques – Black hat / White hat /Grey hat
 Keyword spamming, Stuffing, unrelated content (
Used 2 wheeler car) , Clocking ( Diff content)
 Domain & hosting
 Domain / hosting
 IP – 192.168.1.1
 .com, org, edu, net, gov, int, mobi, info
 Co.uk, Co.in, Com.au,Co.pk, Co.uk
 Go daddy
 Who is .com

 Google sandbox effect

 Alexa
 Page views , Content updation
 Avge time on site , Bounce rate
 PHP
 CMS
 Trafficwala.com
 Copyscape.com
 Amul vodaphone

 Abp maza / Star news – Canonical / redirections
 Advt / Revenue / Viewership / Good relevant news
 Reporter – Spider

 Abc.com 65/100 change in fees
 Xyz.com 72/100
 Mno.com 88/100
 Redirections / Robot.txt

 Redirections 301/302 -
Permanent /temporary
Eg - ABP star maza , Facebook to fb

 Robots.txt
 Control panel – .htaccess
 Confidential , Content should be crawled and should not be
crawled
 www.abc.com/ROBOTS.TXT
 Upload on website – FTP
 Wordpress – CMS – content management system

 Canonical links
 www. Abc , http://abc.com ,www.abc.com/index.php
Google Algorithms/Updates
 Google Algorithms/Updates

 Google panda – Feb 2011 – low quality – Grammatical

mistakes/ Copied content/Too much advertising.
 Google Penguin – Apr 2012 Black hat techniques –
keyword spamming, backlinking
 Humming Bird - Aug 2013 judging the intent of a
person carrying out a search, to determine what they are
trying to find out. Synonyms
 Latent Symantec indexing – relative searches
 Exact match Domain - Sept 12 seotraininginstituteinpune
 Query Deserve freshness – ESPN , breaking news
 Mobilegeddon – April 2015 – Mobile responsive sites
 Title 60
 url 110
 description 120
 Alt tag
 Heading h1 h2 h3 h4 ..6 should not repeat

 Landing page optimization – imp for paid campaigns
 Fix broken links
 Java/ flash/HD content
 Languages- php .net jsp
 Dynamic- abc.com/?page _id-2
 For spiders xml
 For users html
 Hypertext markup language
 Tell spiders t com weekely/ daily
 OLA CABS

 OLA
 Title
 City wise
 View page source – Find keywords
 Meta tags
 Heading tags
 Keywords permutations & combinations
 Keyword stuffing in content
 20 keywords – 5 giving traffic of 1000, 15 giving 200
 Google Search – URL/ Description

 Car hire
 Pune Mumbai
 Seo minimum 3 months
 Back links - Intro

 Back links – incoming/ inbound

 More backlinks good for seo
 High quality low quality
 Credit/ authority/link juice
 Eg chola batura
Keyword Analysis (Google Keyword Planner)
 SEO Training in Pune
 SEO Classes in Pune
 SEO Institutes in Pune

 Competitor Analysis
 Site Map

 SITE MAP
 Xml – Extensible markup language
 Xml sitemap – easy for data transfer
 Client server databse model
 Static & dynamic URL –
 Static – not in run time
 Dynamic – header / footer/ template
 50,000 URLs
 Site map generator
 Website Analysis
 Products / Services
 Pages Indexed
 Page Rank
 Alexa Ranking
 Domain Age
 Domain Authority
 Backlinks
 Website Loading Time
 Blog - Yes or No
 Google Analytics Code Yes / No
 Google Webmasters Yes / No
 Errors For Ex: 404
 Navigation
 HTML/XML Sitemap Yes/ No
 Font Type / Size / Color
 Images Titles & Alt Tags
 Title , Desc, URL, Heading & Content (Keyword Density)
 Social Presence

 Facebook Fan Page Likes

 Twitter Followers
 Linkedin Company Followers
 Google +
 How much active these accounts are?
 Youtube Channel Subscribers
 Social Signals
 Engagement
 Posting Frequency
 Engagement / Informational / Promotional
 For Human Beings/ User Experience

 Website Look & Feel

 Designing / Development
 Navigation
 Landing Page Optimization
 Font Color
 Image Quality
 Website Loading Time
 Quality / Relevant Information
 Fresh Content related Trending Keywords
 Clients
 Testimonials
 Contact Details / Phone/ Address/ Email
 For Human Beings/ User Experience

 Google Map
 HTML Sitemap
 Try to avoid Pop up on the page
 About Us / Experience/ Industry/ Expert Staff Profile
 Call to Action : Enquiry Form / thank u page
 F.A.Q
 Certifications
 Rewards
 Blog
 Terms * Conditions / Privacy Policy
 Live Chat
 Inforgraphics / Demographics
 Specification / Features
 Accessories
 Cost
 Images
 Offers
 Color
 Comparison
 Delivery
 Warranty
 T&C
 How u can pay COD/ Cash/ CC
 Reviews
 Availabilty
 Flat

 Location
 Area Sq FT
 Rate /
 Offer
 Ameneties
 Near By
 Loan
 360 D Solution
 Flats construction as per vastu shastra
 SEO Tracking Report

June June June June

Sr.No Keywords Week1 Week 2 Week 3 Week 4

1 digital marketing training in mumbai 2 1 1 1

2 digital marketing courses in mumbai 2 2 2 2

3 digital marketing institutes in mumbai 2 3 3 3

4 learn digital marketing in mumbai 2 1 1 2

5 digital marketing classes in mumbai 2 3 3 1
 Off page Optimization

 Search engine submission

 Directory submission
 Social bookmarking
 Article submission
 Document sharing
 Forum submission & posting
 Blog creation & positng
 Business listing
 Image /video submission
 Free classifieds
 Do follow no follow
 Paid free reciprocal
 15- 20 approve
 Submit manually Search engine

 Social bookmarking
 Excel sheet data

 Stumble upon
 Delicious
 Folkd
 Reddit
 BLOG

 Website & Blog - website is online presence

of your business Tata motors
 Blog – info sharing ? personal interst/ not
with the intention of making any profit

 Cookies – if we go to jungle – mark on trees
 Types of blogs –
 Personal – life of blogger or creativity. Micro
blogging- share thoughts, ideas, feelings
 Corporate – internally for communication.
Externally for advt, PR, branding, Mktng
 Subject based – art , education, fashion, legal
 Media based- Photoblog, sketchblog, vlog,
tumblelogs- mixed media and short post,
typecast blogs
 Device based – PDA , cellphone
 Google Webmasters / Search console
 Html file upload
 Search appearances
 Html improvements
 Technical errors
 Site links – Auto generated in google
 Penalty – reconsideration
 Search traffic
 Incoming links
 Index status
 Remove url
 Crawl errors
 Forbiddon – 503
 400 all ok
 Crawl statistics
 Fetch as google
 Undermaintainance
 Robots.txt tester
 Site map
 Security issue virus attack
 Make a document – site id password
 Word press
 Blogger.com

 Canonical links- same url diff content
 Anchor text
 Primary keywords
 Author bio
 Article body

 Page rank- out of 10
 Domain authority – out of 100

 Imp for back links

 Google Analytics

 Java script / tracking code

 End of head tag
 24 hours
 Annotation
 Diff business
 Read Cookies ip
 30 min session
 Only outer visits / no employee – exclude office
id
 User management access
 Alert tracking event
 Scheduling report
 File zila FTp
 Tweepi –klout
 Tweetaerati
 Webinars
 All intitle seo forum

 Keyword rank week 1 week 2 week3 week 4
 SEO quake

 UX UI

 Social Media

 What is Social media

 Why Social Media?
 Major Platforms
 Types of Posting
 Insights
 Tools
 Social Media

Social media is platform where people connect with

each other share ideas ,photos, videos & many more

Why :
Reach, connectivity, branding, trends, awareness,
updates, share, lead generation, user friendly , free of
cost, Viral promotion

Major Platforms: FB, Linkedin, youtube, twitter,

instagram, G +, Pinterest ( Major traffic)
 Social Media

 Types of posting
 Promotional/Informational/Engagement

 Amul / vodaphone
 Discovery you tube channel

 Communication skills
 creativity
 Social Media

 Types of posting – Example

 Experience south Asian flavor in your very own Pune

city @ barbiqunation

 Do you want to have free dinner on Saturday?? If

yes, then share your secrete recipe

 A family that eats together stays together. Have a

wonderful family time .
 Google Adwords

 Search network
 Display Network
 Display & search Network
 Search & display – Swarmantra
 Display- ways 2 sms
 CTR
 My business
 Google.com/places
 Image ad – Partner sites only
 Shopping ads
 Product listing ads
 Image – max 150 kb
 Automatic placements
 Management placements
 Contexual targeting
 Negative keywords
 History CPC performance
 Bounce rate page views
 Quality score
 Click for an ad
 Impressions
 Imp things – CTR, avg timespend , Page views , Bounce rate

 Ad rank – Max CPC x Quality score
 Remarketing – Not applicable when java script , cokkie disable , days limit, cookie
delete
 My client centre
 Admob.com
 Automate
 Bid strategy ppc impressions CPM cost per acquisition (CPC)
 Settings – choose campaign- bid strategy edit- focus on conversions
 Freq capping – How many times to show ad - 5 times a aday freq for ad/
campaign
 Device targeting
 Adword API
 MCC --- setting--- API
 Adwords editor --- bulk upload
 Campaign---- bulk operations---- script ( eg –Nike t shit stock 5)
 Display campaign optimizer
 Ad gallery mousover rate you tube homepage masthead ad
 On schedule indicator
 Product listing ads
 Ad rank – QS x max cpc


 A b c d e
 Bid 11 12 5 10 15
 QS 6 8 5 8 7
 66 96 25 80 105
 Ad rank 4 2 5 3 1
 QS - CTR, Ad releavancy, landing page optimization, BR, avg time, historical performance
 Display URl – 35
 Destination URl – 2048

 Linda , david booth videos
 Ad preview & Diagnosis

 Enhanced CPC – google uses your tracking conversion data & bids to optimize

 Attibution model

 URL builder
 Definitions

 Click through –the actual moment when link leads user to another page or site
 Click through rate – no of clicks received by page or page being viewed
 Conversion- any task that helps in completing goal of website
 Conversion rate- percentage of visitors able to accomplish the goal of website
 Cookie – data saved on users comp by the sites they have recently visited
 Entry and exit page- lands / and last page before leaving
 Filters- specific set of rules by analytical tool to get required info
 Hits- downloaded files
 Impressions- No of times your online ad displayed on website
 Key performance indicators - imp factors that point towards overall wellbeing of
website
 Log files- automatically created files by web server all activities that takes place on
website
 Page tag – Java script associated with page for tracking it
 Visit – two consecutive activities by a visitor that take place one after the other
within 30 min
 Email Marketing – mailchimp
 Domain- blacklisted
 Don’t use only images
 Unsubscribe
 Reason for receiving mails
 Spamming keywords – opportunity, congratulations,
winner,drugs, bomb
 Caps on
 Colourful ad & text
 Repeated keywords
 Remove bounce email
 No mails on monday
 AB testing
 Ad formats – Pop up , interstitial/
Transitional , floating, takeover, push down,
data capture, peel down , interactive banner,
 Email Marketing

 Pull Strategy
 Push Strategy

How will you get email Database

 Website Subscribers – Interesting prod/services
 Social Media Sharing – Offers- Ola, Freecharge
 App Installs – Permissions for install
 Physical – Surveys, Sales team, big bazar
In all above options tough to collect data
 Purchasing Database – Nauakri , 99 acres
Low trust because not subscribed
Less Open Rate
Less ROI

Opt in advertising / Permission Marketing

Permission Levels :
 Implicit : Lower. Meeting and asking for id
 Explicit : High Ready on their own
 Confirmed : Email verification
 Bulk Mailing

 Gmail – 500, Yahoo – 300

 Company -Mail exchange server - Clients
 Bulk email providers removes limit on max nos.

 CAN SPAM ACT

 International Spam law
 DON’T’s - To avoid Spamming

 Domain Name shouldn’t be blacklisted - Ppl reported

 Provide Unsubscribe Link
 Keep Database clean – Bounced / unsubscribed Ids
 Don’t use complete image as template – Use Html
 Don’t overuse font colours
 Blacklisted words – Lottery, won, prize, doller,
Purchase –Subject Line
 DO’s

 Personalized mails
 Subject Line is Most IMP
 Promo coupons
 Greetings
 Wishing festivals
 Frequency
 Timings
 Open rate timings
 Requirements / Platforms

 Mailchimp, Bench mark, Mail marketiers

Costly
 Mx Server
 Database
 Administrators
 Designers for template
 Content writer
 Analyst
 Mobile SEO

 Increase in no. of Mobile Users – 60 :40

 Mobilegeddon
 Fb.com / Facebook.com
 Responsive – Recommended by Google in 2013
HTML URL

Same Same Responsive – view port ( Not only crieteria)

Different Same Dynamic Serving – Amazon, Wallmart, Adidas
Different Mobile site – Code on server ( Vary User
Agent) – Detect code and sent to mob site
Different Different Separate URL –
Alternate use word, Link rel =alt href=http//m.abc.com
Device detection , Java script./ Redirection.
 Things to Watch

 Faulty Redirection
 Irrelevant crosslink
 Mobile only 404 template
 Page loading time
 Unplayable content – Flash
 App interstitials – Link to app store
 Don’t block resourses like CSS, Images, Java scripts