DIGITAL MARKETING

Digital marketing, also known as online marketing, is an

umbrella term that refers to all types of internet-based
marketing. Businesses use digital marketing to reach
their target audiences through online channels like:

 Organic search
 Social media platforms
 Email

it has 4 branches:
I. SEO
II. SMM
III. SEM
IV. CONTENT MARKETING
 ON PAGE-SEO:

On webpage:
On page- SEO consists of two main parts:

META TAGS

Meta title Meta

description

{70 characters} {150-200

characters}

How to check meta title and description:

CHECK

1- Keyword optimised {can be checked through

google adwords keyword planner}

2- Must be SEO friendly

3- Can be checked on the site: META SEO

INSPECTOR

4- Site: Metatags.io [https://metatags.io/]

 5- Click on Ctrl+U to open the websites coding
6- Click Ctrl+F to search the number of times the
keyword has appeared in the coding

META TITLE:

1- Length of a 50-60 characters [maximum 70]

 2- Should have keywords
3- Should have LONG TAIL KEYWORD [ more than 3
keywords]

META DISCRIPTION:

1- Length should be between 150-160 characters

2- Should include keywords
3- Should be in a sentence form in 2-3 lines [should include
USP and offers]

WHAT IS A KEYWORD?
Terms added to online content in order to improve
search engine rankings for those terms

There are 5 types of keywords:

1-Fresh keywords: refers to those keywords

that are new in the market e.g. COVID
2-Long tail keyword: A long tail keyword is a
phrase that is generally made from three to
five words. Since these keywords are more
specific than generic terms, they allow you to
target niche demographics. These keywords
are also less competitive than generic
keywords because they are designed to
better reflect how people make queries. With
long tail keywords, you are able to attract
more high-quality traffic to your website
which is more likely to lead to conversions.

3-Short tail keyword: is a general search term

that typically contains 1-3 words and covers
 a broad topic. Short-tail keywords generally
have higher search volume than long-tail
keywords which means that they attract
more website visitors.

4-Geo-targeting keywords: the action of

embedding geographical information, such as
latitude and longitude coordinates, into
photos, videos and content on websites. It
enables these media to be precisely located,
allowing the users to search, filter and
organise content based on geographical tags.

5-LSI: LSI (latent semantic indexing) keywords

are words or phrases that are conceptually
related to a target keyword. So, if you
wanted your page to rank for “credit cards,”
then LSI keywords would be “money,” “credit
score,” and “interest rate.” However, it's
more accurate to refer to these as semantic
keywords.

OFF- PAGE SEO

It refers to the activities you perofrome outside your website to
improve its search engine rankings
In this process we use to performe link- building activities to create
back- links for our website
A BACK-LINK is a link back to our website
Off- page seo focuses on building authority and trust for your site through
external means
Key concepts of off-page seo:
1- Backlinks: high quality backlinks from authoritative and relevant sites are
more valuable than a large number of low- quality links
2- Anchor text: The clikable text in hyperlink should be relevant to the link
passed [should be a keyword]
3- Do-follow vs no- follow links:
Do- follow passes seo values and no-follow links do not, tool: ubersuggest

4- DOMAIN AUTHORITY [DA]: it is a matrix that predicts how will a website

will rank on search engine based on its backlink profile and other factor.
To improve DA focus on creating high quality backlinks, content and
improve user- experience [tool: DA PA CHECKER]
5- SOCIAL SIGNAL: actively creating content on social media and getting
engagement [link, share, comment] can indirectly impact SEO
6- BRAND MENTION: creating profile on online reputed sites will help you
in ranking of a website
7- SOCIAL SIGNAL: actively creating content on social media and getting
engagement [link, share, comment] can indirectly impact SEO
8- BRAND MENTION: creating profile on online reputed sites will help you
in ranking of a website
9- LOCAL satision: ensure your business is listed on local directeory sites

How to check authority of website?

1- DA [DOMAIN AUTHORITY]
2- PA [PAGE AUTHORITY] tool: dns checker
 3- PR [ PAGE RANK]
4- Social media signal [like, engagement, number of posts, etc.]

How to check backlink?

SPAM SCORE:
Spam score is a metric used by SEO tools to measure the
likelihood that a website has been penalized by search engines for
engaging in spammy practices. High spam score suggests the
presence of manipulative and low-quality backlink. The score
ranges from 0 to 17, with higher scores indicating a higher
likelihood of spam.

Link juice: the SEO value or authority that a web page passes to another
through backlinks, high quality backlinks pass more link juice enhancing the
receiving pages authority and ranking
BROKEN LINK: [off page]: link that no longer work because the link page has
been moved or deleted
Identifying and fixing broken links can improve user experience and maintain
the flow of link juice

KEYWORD is the most important part of SEO there is a tool to find keywords:
 GOOGLE ADWORD KEYWORD PLANNER
 Keyword tool.io
 AHREF
  Semrush.com

KEYWORD:
Keyword has 3 important aspects:
1- Most searched
2- Most relevant
3- Most taggable
4- Satisfy the target

TECHNICAL SEARCH ENGINE OPTIMIZATION [SEO]

 WEBSITE LOADING TIME

It is a factor which state that in how much time your website loads on a
browser

TOOLS:

1. PAGE SPEED INSIGHT, THROUGH URL

2. GTmetrix

-LCP value should be less than 2sec, if more than 2sec, report developer

 MOBILE FRIENDLY RESPONSINESS

- Optimize site for mobile devices

TOOLS:
 1. RESPONSIVE DESIGN CHECKER [browserStack.com], for various devices
[if not opens report developer]

 HTTPS
- Ensure your website uses HTTPs for secure connections

Two types of http

HTTP [not secure] [can be hacked] HTTPs [secure] [needs SSL]

To have your website in HTTPs version you need to have SSL {SECURE SOCKET
LAYER} [ like a domain, booked, eg. GoDaddy]

 SITE STRUCTURE

Organize the website in the form of a hierarchy that represent linking of pages
within a website to ensure that both users and search engine can easily
navigate the content [tree like]
 - Good site structure should include:

 Hierarchy- clear and logical arrangement of pages

Eg. ABC.com/category/sub category
ABC.com/B/G/M= URL
 Navigation- easy to use menus that help users to navigate site

 URL structure- clean and descriptive URL that reflect site Hierarchy and
content

 Internal linking- links within the website that connect related content
and help distribute page authority should be relevant, eg. Menu
segment, also in footer

 Bread Crumbs- it is a kind of navigation that shows users their current

location within the site Hierarchy

Home/clothing/men clothing/t-shirt= eg
It highlights [by developer]

LCP measures how long it takes for the largest content element (i.e., a hero image or heading
text) on your page to become visible within your visitors' viewport.

For a good user experience, aim for an LCP of 1.2 seconds or less.

TBT tells you how much time is blocked by scripts during your page loading process.

For a good user experience, aim for a TBT of 150 milliseconds or less

CLS indicates how much layout shift is experienced by visitors as your page loads.
For a good user experience, aim for a CLS score of 0.1 or less.

BLOG
While writing a blog the content should be catchy and should be of
minimum 1000 words to increase the reputation of the site and make it SEO
friendly.
Always check for best keywords that match the product of the company for
which we are working

GOOGLE ALGORITHM
 It is a system by google to retrieve data from search index and instantly
deliver the best possible result for a query
 The search algo use a combination of algo and many ranking factor to
deliver results in search engine result
Key aspect of google algorithm:
1- crawling and indexing
Crawling
Google uses automated programmes called spyder or crawlers to scan the
internet and find new or updated pages [google search console tool]
Indexing
Once a page is found google tries to find or understand what the page is all
about this is done by paraslized the content, images or other media files on
the pages
Calculative Relevancy

The formula for calculating relevance can be expressed as follows:

Relevance = (Keyword Density + Website Authority + User Engagement) /

Competition
2- Ranking Factor
7- Quality content
8- Keywords [gives signal] [should be 1% of total content] is called
keyword density
9- Backlinks [creates refrence] [through authorised websites]
10- Page speed [technicial seo]
11- Mobile friendliness
12- User experience
To check the authority of a page the tool is DA PA CHECKER
Da mean domain authority
Pa page authority

Google major update [algorithm]

1- Panda – focus on quality content and analyse site with low quality
content
2- Penguin – target sites with spamming or e- relevant backlinks
3- Hummingbird- improves the understanding of search query
4- Rank brain- uses machine learning to understand the context of search
query
5- Vert – enhances the understanding of context of words in searches
[Latest algorithm update] EEAT - Experience, Expertise,
Authoritativeness, and Trustworthiness
For latest algo: google on twitter, google search central blog,
search engine journal

To check duplicate: siteliner site

Blue line is meta title on google