CCW332 DIGITAL MARKETING Vertical V - Creative Media Professional Elective V—- Semester B.E-CSE UNIT-2 Gowat2 DISITAL MARKERING-UNIT?COURSE OBJECTIVES se * The primary objective of this module is to examine and explore the role and importance of digital marketing in today’s rapidly changing business environment. * It also focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.UNIT Il - SEARCH ENGINE OPTIMISATION: ‘oon se Search Engine optimisation - Keyword Strategy - SEO Strategy - SEO success factors = On-Page Techniques - Off-Page Techniques. Search Engine Marketing- How Search Engine works - SEM components - PPC advertising - Display Advertisement. ae Ranking Optimizationo Bar Search Engine optimisation ee ihc se * Search Engine Optimization (SEO) is the practice of optimizing a website or online content to improve its visibility in search engine results pages (SERPs) for specific keywords and phrases. + The primary goal of SEO is to increase organic (non-paid) traffic to a website, which can lead to higher online visibility, more website visitors, and ultimately, more conversions and revenue. .SEO = <¢ a- + Organic search is just a fancy name for regular, non-ad search engine results, and the way marke E marketing channel is through search + Search: What people do when they w: of a product or service that meets their » Search engine: A site (like Google or Peer said search. + Search engine optimization: What you do to get said search engine to connect said search with your site.Benefits & importance of SEO ¢> + People ave searching for any manner of things both loasely and directly related to your business, + These are all opportunities to connect with these people, answer thelr questions, solve their problems, and become a ‘trusted resource for them. + More website traffic: + When your sie is optimized for search engines, i gets more trafic which equates io increased brand awareness, 35 woll as, + More custorners: + To get your site optimized, it has to target keywords + the torms your ideal customers/vsitors are searching + meaning you'll get more relevant traffic. + Better reputation: + Ranking higher on Google builds instant credibly for your business. If Google trusts you, then people trust you + Higher ROE + You put money into your website, and into the marketing campaigns thal lead back to your website pages. + top-performing site improves the fruits of those eampsigns, making your investment wort itKeyword strategy o Ber -) 3° - se «Keyword strategy is a crucial component of search engine optimization (SEO). *\t involves selecting and optimizing specific keywords and phrases that are relevant to your website or content to improve your rankings in Search Engine Results Pages (SERPs) and attract the right audience.How to develop a keyword strategy in SEO? Say + Keyword Research + ideniiy Retovant Keywords - Bapin by brainsoeing at of heymards and pases thal ave dec rele to your website, products, services, 0 ‘coment. + Compriitor Analysis ~Aralyen competitors webles io diecove keywords they ar arpting and ranking fx + Keyword Research Tools «Use hnyword esearch cots ke Google Keyword Planner, SEMMUsh, Ares, of Max Keyword Explorer to ext _edditonal ey ord cess, These tools can prove insighis ni search volume, compalton, and alae ke yond. = Keyword + Long-Tal Keywords - onside argetng tong kay wort (phrases with three or mace Wor!s}2s they ofen have ess cimpeiion ant can be ‘ore specie to usarinfant + Relevance -Ghocse heynerds tat are mighty evant to your ontario snes, Ensura Bey accurnly represent whaf your coment about + Search Volume - Balance Bahvoon kaywerds wth high search velime an Raywards wh ower Geach volume tut ass ermpestan High lume Seywords canbe moro afc. bu they may atso-be cra compote. + Organize Keywords. + Crnate heyword groups or cisers bed on eed pies. This helps organicing your content arc optimiing for rma key woe win _sayle placs of coma. + Prioritize keywords based on their importance ang revanco ta your business oats. + On-Page Optimization ‘+ Optimize Content integrate elactad kx yards. aur no ur content mctring tho te, headngs, ody ex, anc meta description, + URL Structure Use keywords inthe URL srucure of your wabpages, ¥ possible + Image At Text chao eyword in Bw at txt of mages.How to develop a keyword strategy in SEO? se ‘Content Creation + ewolon high-aui niormabve ad engaging content around your chosen keywords, Conlant shoul answer uses queions orl hes needs, + oid eyo stuting. whic car har your SEO efits. Kopwonts shouldbe used n'a way hit reads mata tha sx Monitoring and Analysis + Regdary monier your heya rankings using tls Hee Gooch Search Console or thi pay SEO softwar. + Anaya ptr of your lected Kad intr cktvouah rae (CTR), bie, and comet, + Aas your srategy based on tha data a ints you gute Long-Term Strategy + SEs an ongoing proces anc Herd state shou errs overtime, Reculay revit and nda your Kyo lists hase on changes it ‘sarc ves and user behave + Keep.en eye on alsin updates ant adapt your sratepy acceringy.SEO Strategy pis se + SEO strategy is crucial for improving your website's visibility in search engine results pages (SERPs) and attracting organic traffic. + Search Engine Optimization (SEO) is the practice of optimizing a website or online content to improve its visibility in SERPs for specific keywords and phrases. * The primary goal of SEO is to increase organic (non-paid) traffic to a website, which can lead to higher online visibility, more website visitors, and ultimately, more conversions and revenue.How to develop an effective SEO strategy? C-] 4. Define Your Goals + Determine what you want to achieve with your SEO efforts. * Common goals include increasing organic traffic, improving rankings for specific keywords, boosting conversions, or enhancing brand visibility. 2. Keyword Research * Conduct thorough keyword research to identify relevant keywords and phrases that your target audience is likely to use when searching for products, services, or information related to your website. * Consider using keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, of Moz Keyword Explorer. 3. Competitor Analysis * Analyze your compatitors' websites to identify keywords they are ranking for, their content strategies, and their bachlink profiles. * Identity gaps and opportunities to differentiate your website,How to develop an effective SEO strategy? se 4, On-Page SEO + Optimize your website's on-page elements forthe sotected keywords: * Incude ayers ie tgs, meta cescptons. Headers. end Gert. + Ewe yur conte hetpaly.nfomatve, and engaging, + Use descriptive at text for mages + Implémert schema mari i ence search engine understating, 5. Technical SEO + Address technical issues that can affect your website's performance in search results: Optimize page load times. neue mabie-tisndiness, (Create an X18 steam anc submit it to search engines, Fs brokon inks aed 404 ero, + Sot up proper URL stuetue and esnonical tags. 6. Content Strateay * Develop a content pian that aligns wth your keyward research and audience neods. + Create valuable, evergreen content that answers user quaries and solves their problems. + Diversity content formats (a.g.. blog posts, videos, infographics) to cator to diferent audience preferences.How to develop an effective SEO strategy? seo 7. Link Building * Eam high-quality backlinks from authoritative websites in your niche, * Build relationships with industry influencers for potential collaborations and mentions, * Disavow toxic or spammy backlinks to maintain a clean backlink profile, 8. User Experience (UX) + Enhance user experience on your website to reduce bounce rates and improve engagement: + Ensure easy navigation. Mane content canal win beodings and bit pas. Opis orca mca, + mgrove st speed and aacing tres. 9. Local SEO + Ifyou have a physical location or serve a specific geographic area, optimize for local search + Chan at optics your Googie My osnass ing. Encourage cuca review + Bloc cnsonso Ber How to develop an effective SEO strategy? a8 se 10, Analytics and Tracking + Implement web analytics tools like Google Analytics to monitor website traffic, conversions, and user behavior. + ‘Set up goals and conversion tracking to measure the impact of your SEO efforts. 44. Regular Monitoring and Optimization + Continuously monitor Keyword rankings, trafic, and conversion metrics. + Make data-driven decisions to refine your SEO strategy. «Stay informed about search engine algorithm updates and adjust your strategy as needed. 42. Reporting and Communication * Share SEO progress reports with stakeholders and team members. + Communicate the impact of SEO on business goals and ROI.SEO Success Factors se 1. High-Quality Content 9. Social Signals 2. Keyword Research 10. Regular Content Updates 3. On-Page Optimization 11. Site Security 4. Technical SEO 12, Site Structure 5. Mobile Optimization 13. Analytics and Monitoring 6. User Experience (UX) 14. Adherence to SEO Best Practices 7. Backlinks 15, Patience and Persistence 8. Local SEOSEO success factors se + High-Quality Content + Content is king in SEO. Create valunbla, informative, and ‘engaging content that addresses the needs and interests of ‘your target audience. High-quality content not only attracts Visitors but algo encourages them to stay on your site Aonger and retum for more + Keyword Research + Thorough keywort research helps you understand what your audience snarching for. Ident olan keywords “8nd phrases, including long-tal keywords, and incorporate: ‘them naturally into your content, + On-Page Opti ‘+ Optimize on-page elements far SEO, including tie tags, ‘mala descriptions. header lags, and URL structures. ‘Ensure that your content is wellstructured and easy to + Technical SEO + Technical aspects of your website play a oneal role in SEO ssuocess. Focus.on Page oot speed optieization Mebile-thendiness ard responsive design Proper URL sructiras ond canonical tags +N sas btm tt 68 ‘Socio HTTPS connectionsSEO success factors cD + Mobile Optimization + With the increasing vse of mabile devices, having a mobile-responsive website is essential. Google uses motaile-first indexing, which means it primarily considers the mobile version of your site for ranking. + User Experience (UX) + Provide 8 postive uot oxparionse to reduce Beunee rates and improve rankings. Foeus.on sto navigation, readabity, and ‘Overall usability. Ensure that your site is accossible to people with disadibiies, + Backlinks + Ear high-quality backlinks from authoritative and rlevant websites in your industry. Qualty i mece important than quantity, $0 focus on natural ink.ulding strategies. Aves spammy or low-quality inks, + Local SEO + Iyau have a physical location or seve a specifi qeouraphic dtea, optimize fr local seach by, + Chiming aed optimizing your Google My Business listing + Belling focal tations + Encouraging custemar revinweSEO success factors se + Social Signals + ete rect imac fact ra n 9 arin in te tora acl de rein an ndecy boo! SEO bya en ley, Arie, atractng mc + Regular Content Updates + Freshandvpdai conte grat narchergees al yu websin i acbe alsa Haga vat an teh your cone mactan ts ty + Site Security + Googe uve prefs oanse antes we HTTPS. onan Eras Pal you wate ttc ga ne ob uaa enc ees + She Structure 1 Une er a agen an amr wh etcagpind catenins NEN IPED SANE erg RW ANE os oer APC + Analytics and Manitering + mgimentoe ayes ook An Cong Anus and Ganga Sabon Conn oa watt Peas, nde Rayer anangs ghar a cotraan + Adherence to SEO Best Practices + Say psoane wen SEO bet graces ana gene, an a ath acc cn a carting + Patience and Persistonce + S€0 cs une open signer rena pate an parte in your atts an ay tet ad acu youre bed cn promot ttTechnical SEO folate) coe OSHA MARHETNG Ua? 0On-Page Techniques cP * On-page optimization refers to all measures that can be taken directly within the website in order to improve its position in the search rankings.On-Page Techniques e> Keyword Optimization ‘+ This involves researching and strategically placing relevant keywords throughout your websiie’s content, inciuding tiles, headings, meta tags, and within the Body of the text High-Quality Content + Creating valuabte, informative, and engaging content that resonates with your target audionce is vital. High-quality content can attract organic traffic and encourage backlinks. + Meta Tags + Crafting compelling meta tives and descriptions that include target keywords can improve clickethrough rates in search results + Header Tags + Using header tags (H1, H2, H3, etc.) to structure your content not only heips with SEQ but also enhances readability. Optimized Images + Properly optimizing images by using descriptive all tags and reducing file sizes can improve page loading speed and ‘enhance user experience.On-Page Techniques e> Internal Linking + Intedinking relevant pages within your website can improve navigation and help search engines undersiand the structuio of your site. Mobite Optimization + Ensuring your website is mobite-friendly is crucial, as Google considers moblle-iendiiness 8 ranking factor. Page Speed Optimization + Faster loading times lead to # better user experience and can positively impact search rankings. + Techniques include optimizing images, using browser caching, and minimizing HTTP requests. + Schema Markup + Implementing structured data using schema.org markup can help search engines understand the content on your ‘site and may result in rich snippets in search results. User Experience (UX) + Improving the overall user experience, including website design, navigation, and usability. can indirectly impact SEO by reducing bounce rates and increasing time spent on the site.Off-Page Techniques e> + Off-page SEO refers to all the activity that takes place away fram your website, which determines where you rank within the search engine results pages (SERPs). + Optimising for off-site SEO ranking factors is crucial for improving the relevance, trustworthiness and authority of your website.Off-Page Techniques ee <> = Link Building + Acquiring high-quality backlinks from authoritative websites is 3 fundamental of-page SEO technique. Natural, earned backlinks are seen as endorsements of your contents quality and relevance. Social Media Marketing * Active engagement on social media platforms can help promote your content and brand, potentially leading to increased tratic and mentions. Content Marketing + Sharing valuable content through quest posting, infographics, and other content types on extemal websites can help build your site's authority and generate backlinks. Influencer Marketing * Collaborating with influencers in your niche can help amplify your brand's reach and drive trafic to your website. Online Reputation Management + Monitoring and managing your online reputation, including responding to reviews and addressing negative feedback, ively impact your brand's perceptionOff-Page Techniques Bf <> = Local SEO + For businesses targeting a local audience, optimizing for local search resulls through techniques like Google My Business optimization and local etations is essential Guest Blogging * Contributing guest posts to relevant blogs and websites can increase your visibility and establish you 8s an authority in yur fiald. Online PR + Building relationships with online journalists and publications can lead to media coverage and mentions, which can ‘boost your online presence. Forum Participation + Actively participating in forums and communities retated to your industry can help establish your expertise and ‘generate traffic to your site through forum signatures or mentions. + Content Syndication + Republishing your content on reputable platforms or content syndication networks can increase its reach and ‘potentially drive traffic back to your wabsite.* Search engine marketing, or SEM, is one of the most effective ways to grow your business in an_ increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it's never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business. Search Engine MarketingSearch Engine Marketing (SEM) + SEM ads are placed at the top of a SERP, above the organic results generated by SEO. + They appear similar to organic results and include the following characteristics: + headlines or ttle tags + summaries af the webpage content, known as the mata deseription + calls to action, meaning text that inspires visitors to make a certain action, such as buying ‘a product or subscribing to @ service URL hyperlinksWhat are search engines? se + Search engines are searchable databases of web content. + Search engines go through three stages: * Crawling + Indexing + Ranking and RetrievalCrawling se + Aweb crawler is. a program used by Google to make an index, + It is designed for crawling, which is a process in which the crawler browses the web and stores the information about the webpages visited by it in the form of an index. * The search engines have the web crawlers or spiders to perform crawling, and the task of crawler is to visit a web page, read it, and follow the links to other web pages of the site. + Each time the crawler visits a webpage, it makes a copy of the page and adds its URL to the index. + After adding the URL, it regularly visits the sites like every month or two to look for updates or changes.Indexing se * The copies of webpages made by the crawler during crawling are returned to the search engine and stored in a data centre. + Using these copies, the crawler creates the index of the search engine. + Each of the webpages on search engine listings is crawled and added to the index by the web crawler, * The index comprises the URL of different webpages visited by the crawler and contains the information collected by the crawler. * This information is used by search engines to provide the relevant answers to users for their queries. + Ifa page is not added to the index, it will not be available to the users. Indexing is a continuous process; crawlers keep visiting websites to find out new data.Ranking & Retrieval se * Search engines are answer machines. Whenever we perform an online search, the search engines scour its database for the most relevant results. Also, it ranks these results based on the popularity of the websites. + Search engines use algorithms to improve the search results so that only genuine information could reach the users, * Eg: + PageRank is a popular algorithm used by search engines. It shifts through the Pages recorded in the index and shows those webpages on the first page of the results that it thinks are the best.Ranking & Retrieval «> + Relevance and popularity are the most important factors to be considered by these search engines to provide satisfactory performance. + Ranking algorithms differ for different search engines. An engine might assign a weight to each entry, relative to their appearance in the title, meta tags or the sub-headings. oe ae ‘0. - SoSEM components se *Search Engine Marketing (SEM) comprises two primary components: 1. Search Engine Optimization (SEO) 2. Pay-Per-Click (PPC) advertising1. Key Elements of SEO s> Koyword Research + dontiying rotevant keywords and phrases that potential vistors might use when searching for products services, or information ‘olated to the website ‘On-Page Optimization + Optimizing on-page elements like meta tags, headers, content, and images to align with chosen keywords and improve overall website qualty, ‘Off-Page Optimization + Buliding high-quality backlinks from reputable websites to improve the wabsite's authority and trustworthiness. ‘Technical SEO + Addressing technical issues on the website, such as site speed, mabile-trienaliness, and crawlabity, Content Creation + Developing high-quality, informative. and engaging content that meets user intent and provides value. Usor Experience (UX) Optimization + Ensuring that the website is user-trienaly, with easy navigation and clear cals to action. Goal + To increase organic search engine rankings, drive tree, targeted trafic, and establish long-term online visibility.tn 2. Pay-Per-Click (PPC) Advertising eee se *PPC advertising is a form of online advertising in which advertisers bid on specific keywords or phrases. * Their ads are displayed at the top of search engine results pages (SERPs) when users search for those keywords. + Advertisers pay a fee only when a user clicks on their ad.2. Pay-Per-Click (PPC) Adver se + Keyword Selection ~ lentifying relevant keywords for advetising campaigns. + Ad Creation + Writing compaliing ad copy that entices users to click Bid Management + Setting bid amounts for keywords to contro ad placement. Ad Extensions + Enhancing ads with additonal information, such as phone numbers, inks to specif pages, or location details. Quality Score + Ametric used by platforms ike Google Ads to measure the relevance and quatity of ads and landing pages. Landing Page Optimization + Ensuring that the page users land on after clicking an ad is relevant and encourages conversions.2. Pay-Per-Click (PPC) Advertising <> Five main factors that they consider dui 4, Maximum bid + The maximum amount you're wiling to pay fora cick on your ad 2. Quality Score + The formuta that Google Ads uses to determine the relevance of your ad, or how usefut it will be forthe user 3, Impact of ad extensions + The additional information you provided in your ad (phone number, links to specific pages. etc.) 4, Ad rank + Ad rank i combination of your Bid and the qualty of your ad and landing page, Gongle requires ads to meet a minimum quality threshold in order to be shown in ahigher position, 5, Ad context + When calculating ad rank, Google takes context into secount, This includes the seareh term used, the users location, the lime of search, the davice used, and more. g an ad auctionober, PPC advertising oe 658 se + PPC stands for pay-per-click, a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked. Essentially, you're paying for targeted visits to your website. + Alternatively, PPC is known as the cost-per-click (CPC) model. +The pay-per-click model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook). Google Ads, Facebook Ads, and Twitter Ads are the most popular platforms for PPC advertising.How does PPC work? se + PPC advertising works by allowing advertisers to bid on specific keywords or phrases that they want their ads to appear for in search engine results. + When a user searches for one of those keywords or phrases, the advertiser's ad will appear among the top results. * The advertiser is then charged a fee each time a user clicks on their ad. + Advertisers create campaigns that target specific demographics, interests, locations, etc. They will set a maximum bid for the keywords they want to target.How does PPC work? se 1. Choose your campaign type based on your objective. 2. Refine your settings and targeting (audiences, devices, locations, schedule, etc.). 3. Provide your budget and bidding strategy. Input your destination URL (landing page). 5. Build your ad. =Why is PPC important? se + Quick results + Reach your targeted audience « Measurable + Cost-effective + Branding + Complementing SEO + Track your goals + Reputation managementPPC strategy and campaign planning ¢> + Define your target audience: Ientify the demographics of the people you want to reach with your ads, including their age, gander, location, interests, and more. + Set clear goals: Determine whal you want fo achieve with your PPG campaign, such as increasing website traffic, driving online sales, or generating leads. + Research keywords: Use keyword research tools to identify the terms and phrases your target audience is ‘searching for, and include them in your ad eopy and website content. + Creato compelling ad copy: Write attention-grabbing headiines and descriptions for your ads that will entice people 10 click through to yaur website. + Choose the right ad platforms: Decide which platforms you want to advertise on, such as Google Ads, Microsoft “Advertising, Meta Ads (for Facebook and Instagram), and so on. + Monitor and optimize your campaign: Track the performance of your ads and make adjustments as needed to ‘optimize your campaign and achieve your goals. + Tost differant ad formats and targeting options: Try different ad formats (like text, image and video) and ‘experiment with diferent targeting options to see what works best for your campaign + Set'a budget: Decide how much you want {a spend an your campaign and make sure you stick to your budget.PPC advertising platforms se + Google Ads + Carousel ads + YouTube + Stories ads + Skippable video ads + taT¥ads: + Non-skippable video ads + Microsoft + Bumper ads + Linkedin + Sponsored cards + Sponsorad.eontent + Overtay ads + Sponsored InMail + Facebook Ads: + Spansorad jobs + Image and video ads + Display ads * Carousel ads + Dynamic ads + Slideshow ads + X (Twitter ) + Instant Experience ads + Promoted tweets + Collection ads + Promoted accounts + Instagram Ads + Promoted trends + Photo ads + Website cards + Video ads + App insiall cards.Types of PPC ads ten «o pee se + Search + Display + Video + Remarketing (or retargeting) + Remarketing Lists for Search Ads (RLSAs) + Performance Max + Local Search Ads (LSAs)play Advertisement se * Display advertising, also known as banner advertising, is a form of online advertising that involves creating visually appealing banner ads and placing them on websites, social media platforms, and other digital properties. * These ads typically consist of images, graphics, text, and sometimes multimedia elements, and they are designed to attract the attention of users and encourage them to click on the ad to learn more or take a specific action. * Banner Ads * Visual Elements + Text and Messaging * Call to Action (CTA) + Targeting * Placement Options + Ad NetworksDisplay Advertisement <> + Banner Ads * Display ads are commonly presented in the form of banner ads, which are rectangular or square images that appear on websites. These ads can vary in size and format, including leaderboard banners, skyscraper bannars, and square banners, ‘Visual Elements isplay ads rely heavity on visual elements such as images, graphics, animations, and videos. High-quality ‘visuals are essential to capture the audience's attention. + Text and Messaging + While visuals are crucial, display ads also incorporate concise and compelling text or messaging, This text ‘should communicate the ad's message, value proposition, or call to action effectivaly. Call to Action (CTA) * Display ads often include a clear GTA that tells users what action to take next. Gammon CTAs include "Learn More.* "Shop Now." "Sign Up." and "Get Started.”Display Advertisement se + Targeting * Display advertising platforms allow advertisers to target specific audiences based on demographics, interests, behaviors, and more. This targeting helps ensure that ads are shown to relevant users. + Placement Options + Display ads can be placed on a wide range of websites, including news sites, blogs, social media networks, and specialized niche websiles. Advertisers can select specific websites or use automated placement options. + Ad Networks + Advertisers often use ad networks or demand-side platforms (DSPs) to manage their display ad campaigns. These platforms provide access to a network of websites and streamline the ad buying Process.References e> + hitps:l/searchengineland comiguidelwhat-is-seo + hitpsilidocs.google.comipresentalion’d/1 6oz-k-YmnuNVh7E2IB cS uzX4Dz¥cTnktTKH4mddk/himipresent + hitpsulidevelopers. google. com/seareh/docs/fundamentals/seo-starter-guide + hitps:/etninfosolution in/top-10-prominent-reasons-of-wh y-seo-is-Important-for-a-businoss! + hitps:siwww.wordsteeam,com + hitps:liwww javatpaint. cam’ + hitps:liwww.oberia.com/ecommerce-wikilsearch-engine-marketing-sem + hitpsilivwn.geeksforgeeks.orgisearch-engines-wark! + hitpsv/icorporatefinanceinstitute.com/resources/Valuation/pay-per-click-ppc! + hitps:/isearchengineland.com/guidalwhat-is-paid-search