Digital marketing and media concepts

This also introduces social media marketing, search engine optimization, nd Pay Per Click ads.. Table of Contents Session 1: Introduction to Digital Media and Marketing Overview of Digi

Digital Marketing and

Media Concepts

Digital Marketing and Media Concepts

Preface

This book, Digital Marketing and Media Concepts, introduces you to various aspects of Digital Marketing and Media Concepts It is a compilation of concepts such as search engines, keywords, content marketing, and bloggin This also introduces social media marketing, search engine optimization, nd Pay Per Click ads

The ARENA Design team has designed this course keeping in mind that motivation coupled with relevant training and methodology can bring out the best The team will be glad to receive your feedback, suggestions, and recommendations for improvemen of the book

Please feel free to send your feedback to the ARENA Design team at the Head Office, Mumbai

ARENA Design Team

Table of Contents

Session 1: Introduction to Digital Media and Marketing

Overview of Digital Media

Evolution of Digital Media and Marketing

Types of Digital Marketing Techniques

Summary

Exerci se

Session 2: SEO Basics

Ho w Search Engine s Work?

Summary

Exercise

Session 5: Search Engine Marketing

Pay Per Click Ads and Search Engines

Importance of Keywords in PPG

Search and Display Ads

Introduction to Google AdWords

Session 6: Creating Ads for Digital Media

Importance of Visualization in Digital Media

Design and Sizes for Digital Ads

Creating Video Ads

Visualization for Digital Ads

Advertising Copy

Summary

Exercise

Session 7: Understanding Social Media Marketing

Overview of Role of Social Media

Different Social Media and iheir Importance

Guidelines to create Effective Social Media Campaigns Summary

Other Social Media Platforms Summary

Exercise

Session 9: Mobile Apps

Overview of Mobile Apps

Current Trends in Mobile Apps Benefits of Mobile Apps for Business Mobile Responsive Websites

Google Play

Mobile Games and Trends

Summary

Exercise

Session 10: Mobile Marketing

Introduction to Mobile Marketing Types of Mobile Campaigns

Designing Effective Mobile Ads Generating Leads

Summary

Exercise

Session 11: Email Marketing

Email as a Marketing Tool

Importance of Newsletters

Effectiveness of an Email Campaign Content Strategy for Email Marketing Use of Images in Email Campaigns Email Marketing Tools

Do' s and Don 'ts of Email Marketing Summary

Exercise

Session 12: Webmaster Tools

What is Web Analytics?

Feature s of Web Analytics

Web Analytic s Tools

User Interface of Various Tool s

Analytic s Reporting

Event Tracking

Summary

Exerci se

Process to Create an Effective Campaign

F actors to be considered to Design a Campaign/Advertisement

Choosing the Right Platforms

Online Reputation Management (ORM)

Sessio n 15: Ecommerce and Digita l Marketing

Se ss ion 1 Introduction to Digital Media and Marketing

Le a rning Out c ome s

In this session, you will learn to:

► Describe digital media and digital marketing

► Describe the evolution o digital marketing

► Describe the various types of digital marketing techniq es

Internet has provided a new environment to market product, ra ds or services

This session describes how the new marketing phenomen , igital marketing evolved after the advent

of Internet and describes some o the popular digital marketing techniques

1.1 Overview of Digital Media

Digital media includes tools such as Internet, smart phones, and social media This new media seamlessly integrates audios, videos, texts, and graphics This allows people to interact with information

in many different ways

Today the information is dynamic a d digital This prime feature allows a person to access information from anywhere in the world A person can be in constant update with the latest happenings anywhere

in the world using the Internet

1.2 Evolution of Digital Media and Marketing

Internet brought a big change in the advertisement industry Through Digital Media videos, graphics,

audio, and text can digitally transmitted over the Internet It was in the 1990s that the term digital marketing was coined

Note

Digita l marketing refers to the promotio n of products, brands , or serv i ce s usi n g electro ni c media U nl ike traditiona l marketi n g, digita l market i ng analyze s market i ng campaig ns in rea l

ti m e

The first banner ad appeared in 1993 Global Network Navigator (GNN) was the first commercial

Webs e to sell a banner ad GNN was an online information port l By 1995, advertisers such as MasterCard paid GNN fee up to $11,000 per week for ad spots In 1994, the first commercial Web magazine, Hotwired, made special sections on the Website for bann r ads AT&T was the first company

to buy ads on Hotwired

However, the banner ads were n t organized and the ads could n t be tracked In 1996, DoubleClic ,

an onlne ad-related-services providing agency, gave a new perspective to the functioning of bann r ads These ads could be tracked alo g with the consumer behavior The ROI could also be tracked

This generated revenues for the Websites as well as DoubleClic By the year end, DoubleClick developed Dynamic Advertising Reporting and Targeting (DART) technology

This helped advertisers to track the clcks and optimize the ads This also allowed the advertiser to customize their ad campaig s based on the performance If the ad was not performing well, the advertiser could stop that ad and display another ad that gave good results

Mid 90s saw the emergence of popup ads This opened in a new window when a user tried to access the Website However, this was seen very intrusive In addition, a lo o popup blockers appeared which made popups a bad strategy for o lne marketing

The online advertising industry was $1 billion by 1999 By this time, the number of Websites increased There was a need for search engines and saw the emergence of search engines like Alta Vista The Pay Per Click (PPC) model h lped the search engines to gen rate revenues In the PPC model, the advertisement irects the traffic to Websites The advertisers pay the Website company when the ad is

clcked

In 1998, Google was found and quickly became a popular search en ine In 2000, AdWords was introduced with the CPM model Google made revenue of $85 million with its CPM mod l in 2001 Google introduced PPC model in 2002 It enhanced the model and included the click through rate feature This feature allows an ad to rank high if it gets good clic s even if its bid low

Social n tworking sites such as MySpace followed by Facebook also started to emerge that showed interesting opportunities to market products and brands The cookie technology became a boon to the digital marketing industry where data such as common browsing habits could be tracked Based on the collected data, customized promotion could be sent to the selected audience Today, cookies are far more advanced and provide a variety of user centric data that can help digital marketers market the products or services in a bett r, interesting and innovative way

1.3 Types of Digital Marketing Techniques

Following are the various digital marketing tech iques:

► Search Engine Optimization (SEO): The search results displayed by search engines, such as Google and Yahoo, re based on the relevance of the topic searched by a user The Web pages that are displayed also depend on the ranking algorithm used by the search engin These search results are organic or free unlke the paid ads SEO is the process aimed at getting indexed by search engines appearing in the Search Engine Results Pages (SERPS) by using a combination of keywords It is the process of increasing the visibility of a Website across search engines An SEO expert carefully picks up these keywords by doing a thorough study

Note

Google Analytics is a great tool to pick up these keywords

Common strategies of performing SEO ar,e blogging writing fresh and relevant content, nd appropriate sh ring of conte t in social media platforms

► Content marketing : This refers to creatinc:i and sh rinc:i valuable content The content can be

in the form of articles, videos, infographics, and images Note that Google automatically optimizes quality content I herefore for quality content, information should be intelligent and relevant to the brand Videos and images can be used to make the content visually appealng Figure 1.1 shows various forms of content

Figure 1 1: Various Forms of Content

To know more about content marketing, refer to the Additional Reference document

h y o mt>'n j H kPl,

Buy Women Jacket$ · GN Up To 8-0% OU

,\tJ WAW Y1t(lm1t.com.'Wlnl1tMOQ, l l'iS '1'1 ,l rs.f'll n

C$i I.,)) 10 83~ OT t<IS> ' Ro:it<1'l'l l';;n c-,, P1t1 '/i; coo tluy Nt,1,'P

M"'1·;SMM,@Rt.?~()nty , ~r.m11'/"""r ll,u, @R~ ' S9

1•'1¥1 ·.s l",;ils Sti#l i 'l(l@ R ~ U:i'.I

Wom e11 S~.n;teo h @ R~ ':ti

I trrl'lf>r~ M ~~.i n M « ( olhlo,g tCW'IA"'1 F,a11 Shlppr.g (:()fl

Buy Women Jaclcet I koovs.com

Ad k uov11 ,;0111lJ11~·kt,I,$

r« 001 /\pp11,:! S1cp 1 1110 KOOVS"' The Onlne f Jl~l! i G St«:: rrom U(

Bu y Vl o 11 Cfl S i ne• o ,1 no: Bu y Ja,: k ett ~ l ra"'

Jackets for women 8uy Women Jaclcets , Bk,zers Onf ne

j:,\>:n;i ~'IJ ! ll •· w.Jfll('fl f ,;l,uth i u,y 1 tl':\' 'Yl ~ l\ in1,:til' dw l 11

Wir,1$( l\'.ltk$t$ l()(Wl)M8(1 orli~ l()(•.-11rm~ 11 t1 t,1',li;h • l'r$!ll M>'l\f.h- in t ¥ jn¢k$1~

9i- 1e you U- c rc:11 e ;/0'/n:, ,: cf the ,'t:41her :md k «p :,w ~ ·10he11 -;1~k i~ ccn-;i~~ted

Cm,;li:I "'

M$ ii;

Women ·s Jackets For Sale

hE,r 1 w9 ,et't.OOll Wom&n · s _ ~

j/lhM:) t flm It ,~1:u1 ****"' ( 11 f/fl~ 'l1 •J Win;1?r Jackets for Women

P1<Jre~~iom11 (;,1 1l;'e t Women hiq, :I M'iWW k l y.fiye 1 com,' i'!lfle o T'l9 Cll!ff{ co, eti ~ e •;: CoP'Vl'lut, IO ft/J/0, (l,;~11 i:9 a-w no~,w,

Figure 1.2: PPC Ads on Bing Sea rc h Result Page

Google no more shows PPC ads on the right side of the search page Instead, only up to 4 paid ads are shown a the top Figure 1.3 hig lghts the PPC ads on the top o the Google search

result page

G o g l e b y women jackets

All f\be • Sear ch toos

About 2 , 34,00 000 res l.l"l s (0 83 seconds )

ShOp for buy women jacKets on Google

vanen Floral W:xnen Cresm W>rnen S l ack W>rnen S l ue

Pnr,, Conon CononBW:tr Cotton Sliz.tr Conon Sliz.tr

Rs 749.00 Rs 1,649.00 Rs 1,699.00 Rs 1,699.00

Stalll B uylm t StM B uylm t Stol< B uylm t StM B uylm t

Buy women JacKet Onlne - Koovs.comO

~ s Starts@ Rs eooO Buy Wo~ Blaz er Onh~ o

Buy K,mnos o 0 Spr,ngOffor: 20% Off 0

Women winter jacKet -50%-80% off On Over 20,000+ Styles

0

\W/\'1.amazon inl\Norne n+ w inter+ j ac::, k et •

F ree Shipping P !/'1 On Oe: rv , ry!

Low Pooe s · 100'6 PLW'Chase P~ect,on · Huge Seleciion · E asy Returns

JacKets for women - Buy Women JacKets, Blazers On l ine O

\ Wtw.j abong.com/womenlc l othing /wi ntef.\ 1 1 eao\ •1 in r ja c ke ts/ •

Buy Ladies bckets, s·azers onilne in Ind.a Hl9f range of Jackets & ewers for G i rls at

Jobong oom ✓ 1, • t>w< ng' ✓ 1 5dsy> Rotum ✓ c h on ~'Vil)'

Online Ssie for WomM V1.'i n :er 0 • V ero Mods VWrler J sck e :sO • Pums O • O n ty O

Figure 1.3: PPC Ads on Google Search Result Page

Merchants who have lsted with Google's paid shopping ads program, their items will also show

in the Google's search result page as Product Listing Ads (PLAs) Figure 1 4 highlig ts PLAs

WHERE T H E EXPE R T S SPEA K T H E EXPERIE N CE

G o g l e b uy w o m e n j ack et s

A ll Images News "'«e • Search tc».$

About 2.34.00.000 fe$1At.S f0.83 seoondsl

Shop for buy women jackets on Google

Vlbm en F loral 1 AbmenCr~m Vlbmen S ? ack ½omen B l ue

Pnnt Cotton C.otton B l aze r Cotton 9 ! sze€ c.otton B l aur

Rs 749 00 Rs ,649 00 Rs 1 ,699.00 Rs , 699 00

Stelk8uylov• Stllk B uyl.ow! StelkBuylov• Sto!ll B uyLOYi

Buy Women Jacket Online -koovs.comO

\'l\'l\'1 amazon il/women+ w t er+ j ac k et •

Free Shipping Psy On Oe rvery'

Lew Pnoes · 100% Pu rchsse Protectoo · Huge Se!ectoo · E9Sy Reh.ms

Jackets for women -Buy Women Jackets Blazers O nl i n e O

www jabon9.comtwomenlclothin9lwinter~,,ea 1 M inte r -jac k ets/ •

Buy Uldies Jackets 6-Ui:'1'$ on ·ne 1n lnd'.s Hugt 1'9ng,i of Jackets & B tsz.ttS f0t G f'ls at

JabonQ.oom ✓ ftee shipping• ✓ 1 5 dayi Ret11t1 ✓ Cssh on Ce !Vety

Onfi ne SU f or'N.o~n V.'in:! er •• 0 • Vero Pl.'JOds Wsrtef J9CkE-1s O • P um a O • Cnfy 0

Figure 1.4: Product Listing Ads

Product Listing Ads are purchased by o lne merchants through Google AdWords

► Socia l Med i a Ma r keting (SMM) : Marketing through social media platforms such as Facebook, Google+ Twitter and so on refers to social media marketing Not only, it is a great tool to

promote business, but also it is strongly recommended for EO

Social media is the fastest way to spread a message A single post or tweet reaches thousands

of users within seconds In addition, social media is a great way to understand what a customer wants (Consider the features such as Like button in Facebook or +1 button in Google Plus) Besides, it provides an easy platform to share opinions and thoughts

SMM can be done in two ways by sharing content nd building fans and followers, and by using

paid advertising such as Google AdWords and Facebook ads Figure 1.5 highlights two

techniques of performing the social media marketing

Sharing content and

building fans and followers

Using paid advertising

Note

Simi l ar to SMM, there is Social Med i a Optimization (SMO) SMO refers to the use of various social med i a cha n nels to i n crease brand awareness , n d promote product, service or event

Th i s n ot only helps a compa n y or entity to generate brand awareness, but also extensively

h elps i n search e n gine optimization SMO activit i es include s h ar i ng content a c ross differe n

platforms suc h as Facebook and S l ideshare, creating content that audie n ce would prefer

s ar i ng acro s s differe n t platform s , and embedding widgets to e n courage s har i ng

► Mobile App s: Besides a user responsive Website, business can be taken to the next level by

when it comes to business updates, promotions, or offers A company can have its own app such as shopping app or contact app for that constant connection with the customers Apps also

► Mobile Marketing: This refers to advertisirng on tablets, mobie smartp ones, r other mobie

► Email marketing : When a company sends a commercial message, such as business requests

a vantage of using this tech ique is th t high production costs th t incur in television, radio, r

A 6',._ ,,_,_, , , ,._,.,,,. ,, , _,_ i •

loan Against Property for your business needs

✓ low £ M whh up to 1 5,-,veot leOulO : ]

✓ to., e,T'IO(,int UI'> to 60% o l l)l'QPeftv va l wlion

✓ Plllt p1&-J)!lvmem teeiktv

✓ h18te-r P<OOH$lf'tll

Figure 1.6: Embedded Links

sales Besides this businesses can effectively use email marketinq to constantly keep in

discounts a d new product launch, Email marketin!l is also fast T e messa!Je lands in the

1.4 Summary

In this session, Introduct ion to Digital Media and Marketing , you learned that:

► Digital media includes tools such as Internet, smart phones, and social media

► Internet brought a big change in the advertisement industry as the audio, video, graphic, nd text could be digitally transmitted over the Internet

► Digital marketing refers to the promotion of products, brands, or services using electronic media

► SEO is the process of getting indexed by search engines and aiming for a position in the Search

Engine Results Pages {SE RPS) by using a combination of keywords

► Content marketing refers to creating and sharing valuable content

► Search Engine Marketing {SEM) refers to marketing through search engines SEM includes

both the corcepts of paid advertising and generating organic traffic

► Marketing through social media platforms such as Facebook, Google+, and Twitter, and so on refers to social media marketing

► Mobile marketing refers to advertising on tablets, mobile smartphones, or other mobile devices

► Email marketing is a very effective tool to capture target markets and buid brands

GET SKILLED TO BECOME A PROFESSIONAL

a Social networking sites started in early 1980s

b The cookie technology is commonly used in traditio al marketing

c SEO is the process of achieving the hig est position in the Search Engine Results Pages (SERPS) by using a combination of keywords

d Paid advertising is called search en ine optimization

3 Identify the activity performed in social media marketing

a List with Google's shopping ads program

b Use paid advertising

c Bid for Google ads

d None of these

4 How can a company provide in-app n tifications to customers?

a By developing responsive Websites

b By developing mobile apps

c It is not an effective way to promote product offers

d It draws a lot of traffic to the Website as important links can be embedded in the message

6 Search Engine Optimization (SEO) is the process of _ _ _ _ _ _ _

a Increasing the visibility of a Website across search e gines

b Creating and sharing valuable conten

c Using paid advertising

Cl Displaying Product Listing Ads (PLAs)

Answers to Exercise

1 Real-time analysis of marketing campaigns

2 SEO is the process of achieving the highest position in the Search Engine Results Pages

(SERPS} by using a combination of keywords

3 Use paid advertising

4 By developing mobile apps

5 It draws a lot of traffic to the Website as important lnks can be embedded in the message

6 Increasing the visibilty of a Website across search engines

Answers to Quick Test

Session 2

SEO Basics

Learning Outcomes

► Identify how search engines work

► Identify the importance of SEO

► Identify On Page SEO techniq es

2.1 How Search Engines Work?

Search engines enable users to find information on the World Wide Web Search engines keep a track

of latest information published on the Internet and prepare an index o the same This helps the search engine in quickly displaying the results of a search query

Users can customize the results of a search query depending upon the options available in the search engine being used Search engines collect information from databases a d d ectories Web search

engines collect and maintain real-time data using a specific algorithm Some of the popular search

engines are Google, Yahoo! and Bing

As com is another search en ine that is based on q estion and answer format Figure 2.1 displays

search engine As com

Q: How much does Disney spend on fireworks every night?

2.1 1 Crawling and Indexing by Search Engines

Crawling is the process used by search engines to discover updated content on the Web, such as new Websites or Web pages, changes to existing Websites and dead links Sometimes, crawlng process is also known as 'Ro ot', 'Spider', r 'bot' In order to perform crawling, a search engine uses

a program referred to as a crawler that collects information from different Websites and stores the

data in a database of the search engine In addition, the crawler determines frequency to check for

updated content Each search engine uses its own Web crawler For example, Google uses its own crawler called Googlebot The crawler that collects information from the Web pages and also finds

new and updated Web pages to be added to the search engine database that is referred to as an

index

Googlebot uses the following process to collect information from different Websites:

1 The Googlebot crawls through the Web and creates a list of Websites in the Google index This is a

continuous process

2 The Googlebot also regularly crawls through the Web page URLs in the Google index and checks if

th re are any updates to the Sitemap data of the Website

3 All the lnks and sub-links related to a particular site are added to the Google index

4 Changed links are updated and dead lnks are removed

Webmasters after creating a Web page or a Website submit the same to search e gines for crawlng

and indexing Figure 2.2 displays the submission page of Google

Figure 2.2: Submitting a Web Page to Google

After a Website is submitted, Google or any other search engine verifies it to endure that it is

submitted by the person or the company who owns the Website

Webmasters or Developers, after submitting the Website, check the status of Crawling and Indexing

through Search Console

Figure 2.3 displays the index status of a Website in Search console It displays the number of Web

pages and other resources of the Website that re indexed

Figure 2.4: Crawl Status of a Website

To know more about crawling and indexing by s earch engines , refer to the Additional Reference document

2.1.2 Types of Search Queries

• Transactional Queries: Users use this type of search query when they want to do

complete a transaction and th refore, the results shown are of shoJping Websites Figure 2.5

Ad F.ib i ndhuom/\,V ome n J<ur ti s

Find Wide Range a : Women'$ Kurti& Free Shipping Pay On O~ li-.'$ ry!

P a t s & Capris T ps & Sh ilt

We st ern Women ' $ \','ea r

S ki ns

Wom e ' $ S a.ti s

S &ly ; a rs & Ch u rkl ars

G at o C l o th i n g F or Wome n I S hop F l o d aGa t o s.c o rn

Ad S t1-p S- l o i c l 1t( i :1 1 r s .c om

G.o101 s woolen·~ a 1 h1ng ti l U ~tor s lb et.:1 1 Ofl b oe Srn,e

f ondt1 G~o 1 s H ll( S F l ori d ;i G r.0 1 s T -Sh i rts

S h ppe r s S t o p EOSS Sale - U p to 51 %' Off S al e

Up to 5 %" Off Sale Oe lighL~llt LOY1 Price s Hurry Shop 011line H o-,1!

Women ' s C l o t h es at Am az o n - L w p ces o n Women's C l o t h i n ,

Ad : 1r m:t l (H l n /i;lothi u1

I < Wt pu c s utl Woumn':; C M I , g h 1: S I pJm·g t Ai s h 1)1 1 l)e- •11 :, y

amaz o n i r: i s ,gad **** U 4 l'E't it-Ws J

Boy Kurtis for Office & Oa il y Wear Hu ge Co ecton P;r,; CO) l<JP'A ~

ht t p li-1.·1.w S fJ' ! ,c 1 <: o m m i:::ornc- ;1l r

Z apl l e t a co.h / K un i s Fo r Wom e n

L n g Kurtis

About.c om / L ong K u i s

Sean:h for Lorg Kurtis Find Expen A.emu on Abo n c om

B uy Kurt i s On l n e wv,w j.,bo n g corn / K u M

Kurtfa Startinp ~ Rs 399 Sh i ps F1«1 Pay coo 61.1'/ Now I

Figure 2.5: Bing Search Results of a Transactional Query

p ri nc i p le Fi gure 2 6 displays sea rc h r esu l ts o f an i nform atio n l query in Goog le

G o g l e typ s of weed

types of weed in india

1 O bes t types weed

types of weed joi n t s

types of weed names

ro>ffllr o rrvo uuuTesarrs ~u ~~ -s-econo!J

Images for types of weed

More images for types of weed

Report images

-"'"

- ·

-Saliva, lndica, and Hybrid: What's the Difference Between Ca

www l ea fl y com, N ews , Ca nnab i s 101 •

Jul 10 2014 - The fir st th ing you ' ll not i c e whi le browsing t he Leafl y database is li kely to

be a tno of d i st i nct colors t hat sort strains into three categones : sativa , nd 1 ca , and

hybrid These terms have been a r ound l onge r than you might think : ear1 y t axono m

dist in ctions between Cannabis

Different Types of Marijuana and Effects on Body - ListTribe

l stt ri be c om/ty p es- of-m a riju a a - a d-eflects/ •

I am from an area of C anada ( Bnt,sh C o lum b i a ) that 1s a full on weed cultu r e but rt always made m e parano i d S itt i ng on the outsk i rts of the marijuana cultu re

Figure 2.6: Google S earch Results of an Informational Query

• Navigational Queries : Users use this type of search query when they want to access a Website or a Web page For example user may want to navigate to a travel company Website Instead of typing the URL a user just types the name of th t company and search

e gine th n navigates the user to that particular page Figure 2.7 displays a navigational

Apcech imparts train i ng in IT , animation & 'l'lUltimed,a av'iat i on & hospital i ty , and Engl ish

language Classroom educa t ion , corporate uaining & assessment

nnp /twww apte<:h-wor1<lWlde c0011pageS1cootactuS/cootactus_Ioca1-,ns ntml

Corpo,aie office Ap<ech Linvted Ap<ech House A~5 MIDC Marol Andlleri (E) Mumba i

-400 093 India T •I ♦91-22-23272300/ 01 Fax ♦ 91-22-28272399

Aptech Computer Education

With a wide variety of software courses , w3 are one of the best Computer educat i on

i ns t itute in lndi.a Boild your career i n rr by leaming in demand Computer

Keeping the expectations of the users in mind, it is the primary responsibility of the search e gine to

provide relevant information to the users Search Engines now offer many options to users to search

specific content Following are some of the symbols users can use for Google Search Engine

• Ha s h Tag S ear ch:# Tag is used to search for hash tags

• Wild card S ear c h: asterisk• sy mbol i s u s ed as a placeholder for a y unknown or wildcard

terms For example, to search for variations in the phrase 'A stitch in time•·

• Ex c lu d ing a Term : When you use a dash·_" before a word or site, it excludes sites with th t info from your results This is useful for words with multiple meanings

Figure 2.8 displays search results for a query Currency -rupees The results shown will not

Images f o r cu r rency - Np ees

Mo r e i ma Q es f CK c i rr encv -rlQees

,S Sen d t n o r phone

Fi gure Z.8: S ear c h r es ult s • x lu si on o f a Word

• Se a rch for E x ac t Phra s s : A user can also use search engines to search for the exact phrase or

keyword This restricts showing pages that can be related, but may not have the word in the same

order This can be done by using double quotes("") For example, if a user searches for Isaac

Thomas, the results will include all people with the same name The search result may also

include names such as Isaac Jo n Thomas and Isaac Roger Thomas However, a keyword search of "Isaac Th mas" with double quotes would show information specific to only these two

words This can save time when a user knows exactly wh t to look for

• R a nge S ear ch: Search engines enable a user to search for a range by using the" " symbol

text box The search will list Websites that feature ebook readers b tween the ranges of $50

to $80

• Defini ti on Se a rch : Search e gines enable to search for definition of words by using the define

d finition of kilobyte

• Site Search: The site gets result for specific Webs es and domains For example, Site:

Aptech.in Figure 2.9 displays Site search for Aptech.in

G o g l e I Site: Aptech.in

Aptech Computer Education

www aptec h-education com/ •

Videos Mo re • Search tools

Aptech offers a wide range of IT career courses Aptech Computer Education is one of th e p r emie r e ducat i on mst,tutes with 29 years of Th o Offic i al Website

Courses - Aptech Computer Education

WWlv aptec h -education com/courses aspK •

Aptech pr<Mdes latest in demand IT courses which i s i n sync with industry needs Vanous Aptech Computer Education About Us The Official Website

Find nearest Aptech computer education center in your city

Figure 2.9: Site: Search

2.2 Importance of SEO

Search Engine Optimization (SEO), is defined as the process of improving the visibi ty of a Website

or a Web resource for search engines This is called Organic or Unpaid optimization or Algorithm

search results as they are based on search algorithms Highly-ranked Webs es, those which are

lsted most of the time on the first page o search engine results, attract high r number o visits from search engine's users SEO can be performed to optimize various types of search such as text

search, image search, local search music search video search, academic or news searches, or

specific industry-vertical search engines

Marketers, more often confuse SEO with Search Engine Marketing (SEM) SEM aims at getting higher search rank for a Web resource by purchasing sponsored search listing slots a the top of the search results Whereas, SEO aims on driving Web traffic for a Web page solely through free or

organic search engine listings Therefore, SEO is a process th t helps a Website to appear in the search engines query results Typically, Internet users select a Website or Web page that appears frequently in search results list or is among the first page lsted

SEO helps optimize a Website for higher search engine rankings In simple words, SEO is a

technique that increases the number of visitors to a Website organically In addition, SEO can also be

performed for videos, images, and news

Most of the search engines now provide an option to search for Images, Videos, News, Books, Apps

and Maps Figure 2.10 displays options in Bing Search Engine

Computer Education

CD

Ad OegreeOnline.University / Oegree

images Internet users tend to trust the free or organic search results more as they are not related to

any paid or subscrited listings Natural search result lstings occur purely on search indexes

To get better indexed content and gain highest visibi ty, a Website should adapt SEO best practices

Also, since search engines keep changing the search algorithm constantly, Website SEO has to be a

personalized taking into consideration an individual users' past online usage pattern also Therefore, searc h res ult s a r e a ls o use r dr i ven

work in combination to achieve the desired result On Page optimization refers to making a Website

Off Page optimization refers to activities that are performed outside the Website for its better ranking

This may inclu e link building submission of qu lity articles, lnfographics, reviews, and so on These

activities help a Webs e rank better in search e gine results

-2.3.1 On Page SEO

On Page SEO includes all the settings that can be done on a Web page such that it conforms to the guidelnes of search engines and also match the search engine algorithms Most of the search

engines, such as Google and Yahoo provide Webmaster Guidelines Websites follow these guidelnes

to get indexed and also try to improve their position in the search results Many search e gines, such

as Google and Bing provide some basic guidelines to Web developers to obtain higher rankings on

th ir Websites These guidelines are divided into various categories such as design, content,

technical, and quality guidelines The summary of some Webmaster Guidelnes by Google Search Engine are listed ais follows:

► C le ar Hierarchy : Ensure that Website consists of a clear hierarchy and appropriate links to the text

► Crawl in g of a ll Asse ts: Allow crawling of all assets including CSS and JavaScript files to help Google fully search and crawl a Website

► Static Tex t Link : Ensure that each page on the Website is accessible using at least one

static text lnk

► No Broken Links : Check if the Website contains any lnks that are broken or check for

accuracy of HTML code

► Title Tags : Title tags are very important and they provide information to the search engine

about the type of Web page Title tags <Title> should be complete and accurate

► Effective Ke ywords: Ensure to include appropriate and correct keywords that user will search Keywords are based on user search queries

► Sitemap: A Sitemap displays the navigation of the Website Ensure that a sitemap is included

in the Website that displays the correct site· navigation

► Brow s r Co mp at ibility : Ensure that the Website runs on multiple browsers To ensure this, a Website should be tested on various browsers that is, Internet Explorer, Firefox, Chrome, and

Reduce server response time

Enable compression

Leverage browser caching

Opt,m,ze unages

Fig u re 2.11: Page Speed Insights

Engaging and Relevant Cont ent : nsure that Website is engaging for the target users Think from user's perspective and check i f your Website is useful for learners

Based on the guidelnes of search engines, some of the major on-page optimization settings are as follows:

• Appropriate Page titles and descriptions

• Well-structured URLs

• User friendly navigation with proper breadcrumbs and user sitemaps

• Optimized internal lnks

• Well-formatted text (use of Hl H2 bold HTML tags, and so on)

• Image optimization (image size, roper image names, use of ALT tag)

• User friendly and descriptive 404 (not found) pages

• Fast loading pages

• User Sitemap

Note

Like the name suggests, ff page SEO includes activities outside the Website

Major off page optimization techniques are as follows:

► Link B u i ldin g: Link Buiding means external links to your Website For Example if a Blog

which ranks very high on search engine has a link to your Web page, your Web page is likely

to improve rankings

Figure 2.12 shows an article that has links to Web pages

- - ···-· ····-r· · ···- ···-· - ··· ···-··· ·-o··· ·--··-o·· ···r-···· ··- - · ···· ··· ··-o· -·- ·· ···

needed to create an eye-catching and functional site that puts your best foot forward

\Vcb design companies attempt to be as flcxil>Jc as they create custom proposa] for your company, but it can

be a steep introductory cost for a small business owner Most companies we reviewed don't offer a design

quote for 1 ~ 000 If you're a start-up business or have a tight budget, consider the economic web

design software that hc]ps you create a functioning site in-house If your com pan) has grown beyond a

general template then y ✓ d seek the sen,jces of ✓ ign company

Companies like Blue Founla,n tv'ed,a , 8,g Drop and Webvanta take your brand and translate it into a visually

appealing site Bcyon:I creating the basic skdetal structure of your webpagc, companies like those abo"e

employee teams of copy,,Titers and video artists to create memorable eon tent tom your online space Also,

a wcbpagc is of no use if your public can't find iL The site's overall pcrformanoe depends on the company

using the best SEO practices, like doing thorough key,,·ord research and making ample use ~ tags To

learn more about the industry of these website creation services take a look at our art,cles

Web Design Companies: What to Look For

Good website design ts not just about how your site looks In fact, the most important clements are often

unseen The best wel: design companies boost your site's pcrformanoe by using a wdl thought out SEO

marketing campaign £\·en the best looking site will turn off readers if it cannot be easily navigated,

especially from mobile devioes You also get more bang for your buck from companies that provide

tional service, like designing logos and creating content Also consider the folJowing criteria when

Figu r e 2.12 : A rtic le wi t h Li nk s to We b Pa g es

w

However, these links need to be quality link If a Website owner indulges in creating

aggressive lnk building, search engine consider it as Black Hat SEO and bans the Websites

On the other hand, if link building is natural and happens naturally, it is considered as White Hat SEO Any technique that is followed aggressively for search engines and n t users is

considered Black Hat SEO whereas a Website that is optimized fo· better user experience is

considered White Hat SEO

I

► S o c i a B o okmarki n : Social bookmarking refers to tagging a Website or a Web page by a user for accessing it later Users can tag a d also share with their iends Bookmarks are n t

stored on user's browser, therefore can be accessed from any PC by the user

Social bookmarking is an important step in the process of SEO It drives q ality traffic to a Website The Web :>ages that re bookmarked are considered q ality back links to a Website

Social bookmarkins also makes it easier to share conten across various platforms

Some of the social :>ookmarking Websites are as follows:

• Stu m b l e U po n It allows a user to browse content based on selection on Interests A user can

like Web pages (Bookmark them) a d also share them Web pages can be saved for viewing later

• Twi tt er : It is a micro blogging Website which allows users to share a ything in small formats

It is a very popular social n tworking Website and users follow their favorite people,

celeb ri tie:;, ond bu:;ine:;:; ond the i r tweet:; Creating o bu:; i ne:;:; prc:;ence o n twitter i:; eo:;y

a d sharing tweets and having followers drives quality traffic

• Redd it It is a very popular Website It allows users to sh re links and posts It also allows users to comment and share It drives genuine traffic to a Website and hence helps in SEO

Always share genuine lnks and also get involved in discussions Figure 2.13 displays Reddit social bookmarking Website

♦ 1> s1:tat t le M an an d W i fe i n Cayman Isla nds A ~M ;:; ,v, , ,

♦ I.:: ~: r::~::.! , ':'-': h :~: l>v T., , .,q,ot.1 11 i o .' r /pf-;gto • 'IQ91> ,tl 1 ••

+ ~ New Sp id e r Man Movie I s Unde r Maive l s C r e at i ve Con tr o l, No t Sony ' s x ,

~mat " t h ,;,.1 1~ ,11,,;, t., d11 n lo1d to /1/n-o, Q~

Figure 2.13: Reddit c om

'

► P int erest : It allows sharing of Images across the Internet Users can create their profiles and share pictures and create different Pinboards for difere t categories Is visual content is its advantage as these days users tend to view Images and videos A Website owner can create

a profile and sh re pictures from its Web pages and share across audience o this platform

► Delicious: It is a free platform that allows user to save Web pages A user can build a collection of various links th t he has visited or interested in visiting It is like organizing links

so that they can be easily searched again

► Facebook: It is the most popular social networking platform People h re make friends, share images and texts, and tag each other Facebook also has various communities and groups

To create a presence on Facebook, a Business page is required On this business page, a

link to the Website can be shared

Figure 2.14 displays a Website that has used Social Bookmarking and has created profiles in all these

Netcomm Labs, a recognized name

in the IT industry with a rich legacy

of providing effective bus ness solutions since 2000, has launched Quickwebstore an ecommerce product des i gned to offer

a s,mple and cost effective e-commerce facil;:y to any

retailer r ea d mor e

Websrte des1gn"1g a~d deve lopment E commerce Development solutions Molltle application

development reu deve l opment compan PHP website

de; e lopme nt Online reputa' O'I 'tanagement SEO and SMO wordpr ess 0 , el opmen t Pay Per Clock SeMCes

Logo Design V 'eb Des g ig, se ,ces E learn ng

2.4 Summary

► Web search engines collect and maintain real-time data using a specific algorithm

Indexing

E

THE TECHNOLOGIES OF TOMORROW

2.5 Exercise

1 What of the following are true about a crawler?

a A crawler collects information from Web pages

b A crawler updates the Website own r about crawling status

c Determines the frequency at which information is to be collected

d Indexes and ranks the collected information

2 Which o the following is a transactional query?

a Types of Mammals

c Aptech.com

d Types of Tigers-lions

3 What of the following are On Page SEO techniques?

a Creating structured URLs

b Creating a F acebook Business profile and sharing it

c Writing appropriate Title tags for all the pages of a Website

d Write an arti le on the blog

4 Which o the following are Off Page optimizing :echniques for a Web page?

a Creating a profile on Pinterest and sh ring images from the Web page

b Writing SEO frie dly description on the Web page

c Writing an Arti le in WordPress and creating a link of the Web page in the Article

d Testing the Website for speed across browsers

5 Which o the following are Black Hat SEO techniques?

a Using a free tool and sharing link of a Website across 1000 d ectories at one time

b Creating a profile at Reddit and submitting the link of a Web page

c Employing one person to create fake profiles across platforms and sharing links aggressively

d Writing content with intelligent use of keywords that users may search

Answers to Exercise

1 A crawler collects information from Web pages and Determines the frequency at which content is

to be collected and also indexes and ranks the collected information

2 Apple's I phone

3 Creating structured URLs and writing appropriate Title tags for all the pages of a Website

4 Creating a profile on Pinterest and sharing images from the Web page and Writing and Article in

WordPress and creating a lnk o the Web page in the Article

5 U s i ng o free t oo l and shor i ng l i n k o o Website across 1000 d ir ecto ri es at one ti m e a n d employing

one person to create fake profiles across platforms and sharing links aggressively

Answers to Quick Test

Ov liv.e varsiti

Learning Outcomes

In this session, you will learn to:

SEO Strategy

► Implement effective SEO Strategy

► Create appropri te URL structures

► Create Meta Tags for Web pages

► Identify the importance of Sitemap and Robots.txt

► Identify the importance of Mobie friendliness

► Analyze the Website for which SEO is planned and also analyze Competitor Website There are various tools through which ranking of competitor's Website can be analyzed Studying competition a d their rankings help you to define an effective strategy

Alexa.com helps you to search rankings of various Websites For details on Competition and

a alyzing the same, there are paid packages by Alexa

Figure 3.1 displays Alexa Ranking of Aptech Ltd

"

Hlstor,cal data not availab le

for ttus site

T

Figure 3 1 Alexa Ranking

Figure 3.2 displays Alexa paid packages that can be bought to analyze competition

t o r s m all s i te ow n ers '.'ihc '/J a r : tc track

lht:il :,i e!) AtXi.l R,; · ;:-;>ouldr /, , we

7 ' C: lc

, BEST VALUE

$ 4 9 , Mon tll

An e try too l for growth m asters ·:,he

\\',:11ll to ··1,:1.1,.t ;, nl , W rl\df.l t: ling Ce<.i :, i(W!)

ADVANCED

AA advanced too l fo r growth m aste

+·c wonto O ' iyt;cck c0::';);)1tur· Lb

iJC:i · et"sin e ,;-s

followed and attended to

Figure 3.3 displays n tifications by Google Webmaster

0 h ttp : /J de ti m dnfoncam iv a corn ! : Goog l e b ot can , accets y oo , ci e

fle w geo g p i c ia r ge l set lor http : // de, i g ns i nd i a n ca rn i • t,J l.c om /

_ _[.J

Follow the Webmaster guidelnes and ensure that the Website is structured properly

1 ~ 1

.t/ 1 -111

1112

► Have User frie dly Structure and Content A good content strategy is required to ensure that

content is specific and relevant for users as per the search qu ries or keywords tha are being

targete

► Ensure tha Sitemap is submitted and URL structures are clear and search e gine frie dly

► Perform On Page optimization by checking the navigation and structure o the Website to

► Perform Keyword Analysis as Keywords are very important for any Website to be optimized

important There are vario s tools that help in fin ing the correct keywords These tools also

provide estimated traffic for a particular query and its competitio Figure 3.4 displays Google Adwords Keyword tool