Digital Marketing Tutorial

SEO Fundamentals & Concepts:

Most of the people uses the internet as their primary search tool. Search engines are unique in providing what exactly the user search for. More frequently a site appears in the search result, the more visitors it will receive and the more will be the ranking. If your website can’t be found on the search results, then you will miss the opportunity of showing your online presence. So, SEO is predominant to rank your website in the search engine and it also enhances the online business in gaining more customers.

Importance of Search Engines

When the user enters a query, the search engine provides millions of search results that are most relevant to the search. Normally the user will try to look on the results that are on the first page by leaving the rest. If your site does not rank on the top results, then it is hard to make people to visit your site for making a business deal.

Importance of Search EnginesWhen the user enters a query, the search engine provides millions of search results that are most relevant to the search. Normally the user will try to look on the results that are on the first page by leaving the rest. If your site does not rank on the top results, then it is hard to make people to visit your site for making a business deal.

Web Page Data Processing by Google

There are 4 major things involved in how search engines are working

i) Indexing: Storing process of our web page data in search engine database using some search engine algorithm. Algorithm used to store the website data is spiders or crawlers. Use Site:URL in Google to find indexing.

ii) Crawling: Crawling (Reading Your Website Data with help of Spider or Robots, For checking recent crawling from Google, use cache:URL in Google.

iii) Relevancy ( On Page)

iv) Popularity (Off Page)

Understanding the SERP:

Search Engine Result Position (page) is the term used to denotes your web page place where it is located in Google for the targeted keywords.

Keywords Research and Analysis:

Introduction Keywords are the words and phrases that Internet users type into search box of a search engine, such as Google, to find what websites that match what are looking for.

Business analysis:

Before picking the keywords to the business, you need to concentrate on landing page content, services and features offered by the company.

Types of Keywords

i) Primary keywords: Terms (keywords) having high volume of monthly searches & high competition in Search engine.
ii) Secondary keywords: Combination less searched terms (keywords) which is used by users to find your products in search engines.

Keyword Analysis Tools:

Google keyword planner tool is used to research the keywords to be targeted for the product/ service page.
You may also utilize

• Google Related Search
• Competitor Website

Picking up the Correct keyword:

Picking the right keywords is the first stage of any Search engine optimization works. You may pick the right terms by researching the competitors sites, keywords suggestions provided by Google.

301 Redirection:

In simple, 301-redirects are a permanent redirect from one URL to another. This strategy is used when you want to change your website. It is just similar to a “change of address”.301 redirects refer to the HTTP status code and it is the most efficient and Search Engine Friendly method for webpage redirection. It is a permanent redirection that passes 90 – 99% of link juice to the destined page. It is highly recommended to use 301 status codes on the serverside when you are changing the URL.
It is particularly useful when

• You’ve moved your website to a new domain.
• It helps in sending the traffic from the other URL to the preferred URL.
• Using webmaster tools, one can set a preferred domain.

Implementing the redirection involves accessing the server side .htaccess file that is hosted for the websites.

Example:
http://www.besantttechnologies.com                     }
http://besantttechnologies.com                               }–Redirect to–> https://www.besanttechnologies.com
http://www.besanttechnologies.com/index.php  }

.htaccess
RewriteEngine On
RewriteBase /
RewriteCond %{HTTP_HOST} ^/besantttechnologies.com [NC] RewriteRule ^(.*)$ http://www.besantttechnologies.com /$1 [L,R=301]

Rewrite Engine on
RewriteCond %{THE_REQUEST} ^[A-Z]{3,9}\ /index\.php\ HTTP/
RewriteRule ^index\.php$ https://www.besantttechnologies.com / [R=301,L] ErrorDocument 404 /error.html

Difference between static and dynamic sites:

Static websites: Cannot be updated frequently Ex: besantttechnologies.com

Dymanic website: Can be update anytime without any technical knowledge Ex: Olx, snapdeal, all shopping websites.

Meta Optimization

Metadata plays a vital role in ranking your website as it improves the search-ability of your site. These are the official page data tag that lies between the open and closing head tags in the HTML code of a document.
It includes Title tags and Meta descriptions. Title tag:

The title tag is the one that defines the heading of a document. It is generated to display in the search results that is indexed by Google. Giving a perfect meta title will let the visitors and the search engine to know exactly what the site is about. So it is to be used carefully. Google’s limit is to have the title tag with a length of 60 – 70 characters.

Optimal Format: Primary Keyword – Secondary Keyword | Brand Name or Brand Name | Primary Keyword –  Secondary Keyword.

Meta description:

Meta descriptions are the HTML attributes that provide a simple description of the webpage. They are commonly used on search engine result pages (SERP) to display the preview snippets for a given page. It should be roughly 150 – 160 characters including spaces.
The metadata won’t impact the search ranking but it definitely impact whether visitors will click on your page or not.

Code Sample: <head> <meta name=”description” content=”This is an example of a meta description. This will often show up in search results.”> </head>

Heading Tags Optimization

Header tags are the one that carries the most SEO value. They have their own place on a page and they must be used in a proper order starting with an H1 tag. It must contain the targeted keywords that are closely relevant to your page title.

The H2 tag will be a subheading and should contain similar keywords as of H1. And H3, in turn, should be a subheading of H2. It is very important that the header tag must be readable and grammatically correct. Avoid stuffing keywords as Google will keep eye on checking whether you are manipulating them.

• My h1 = <h1>Title relevant to keyword</h1>
• My h2 = <h2>Sub heading of H1</h2>
• My h3 = <h3>Sub heading relevant to H2</h3>

Image alt text optimization

This term is used to describe the process of image slicing and resolution reduction. This is done to make file sizes smaller so images will load faster. It is nothing but optimizing web pages for better search ranking. The image also plays a significant role in generating traffic to a website through image-based search engines.
To include it, you simply add alt=” this is your alt text” to your image tag. Here’s an example:
<img src=”sample-text.jpg” alt=” this is your alt text” title=”text to be displayed while hovering”/>
There are few things involved in image optimization such as Alt text Alt text is the one that search engines use to understand the images.File size Size of the file should be smaller to a have a fast loading.

File name Provide a descriptive filename before uploading your image.

Captions Caption is a small content that describes your image which has an impact on the bounce rate of your website.

Content Optimization

It is the process of making the content of the particular web page such as the home page more attractive to visitors as well as search engines. It includes the quality of the content to check whether it is unique, useful and valuable.
– Web Page Content – min 150 Words Content – Quality Content- No Duplicate Content

Do Not Copy other website content 1. Offline Duplicate Content Checker – plagiarism checker (smallseotools.com/plagiarism-checker/) 2. Online Content Checker – Copyscape.com

– Add Primary and Secondary Keywords in Content – Do Not Stuff keyword in content – Keyword Density = (No Keyword/Total No of Words ) x 100 % <3 – Proper Grammar

Sitemap:

A sitemap is the simple file having a collection of your webpage urls. There are two types of sitemap are there:
– XML sitemap – HTML sitemap
i) XML sitemap– Search Engine convenience
Sitemap generator Tool: https://www.xml-sitemaps.com/
Example: https://www.besantttechnologies.com/sitemap.xml
Generate xml site map and add in Server.

Custom 404:

Custom 404 Error page Optimizing a 404 error page has the ability to increase visitor engagement and boost traffic.

Robots.txt:

Robots.txt generates effective robots.txt files that help ensure Google and other search engines are crawling and indexing your site properly.
Open Note Pad:
User-agent: *
Allow: /
Disallow: /wp-admin
Disallow: /wp-includes

Link Optimization

i) Link Types: Internal link- Link referring within the website External Link – link referring to the outside website ii) Link Value: No Follow and Do Follow Tag – NO Follow <a href rel=”nofollow”=” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a> – Do Follow <a href rel=”dofollow”=” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a> or <a href =” http://www.usedlaptopsdealers.in/product-category/hp/”> hp</a>

Click-Through Rate (CTR) Clicks:

Number of users who click your website in search engine Impression: Number of users who see your website in search engine CTR= (Number of clicks / Number of Impression) x 100 You may find CTR in Google webmaster tools For Good quality website overall CTR should be high

Bounce Rate:

Bounce rates denote the number of sessions which closed from the single landing page itself. Its comes under 0- 100 50 is the average bounce rate For Good quality site, bounce rate should be low

Alexa Rank:

Alexa Rank is provided by Amazon, it is given based on the traffic of your website. If Alexa is fewer number of traffic to the website is high, If Alexa is a high number of digits then your website traffic is very low.

Off-Page optimization

Off-Page optimization is nothing but the technique to improve the search engine rankings for our keywords. It is used to build backlinks. Off-page optimization is done offsite and usually, it is not visible on our website. But however, it improves the search engine rankings. It is a long term process and it must be done regularly. Continuous building of back links improves our website’s results. It is one of the most important techniques in SEO.

Link Building plays a pivotal role in ranking a website on the top pages of the major search engines like Google, Yahoo, and MSN, etc. By acquiring keyword-rich text links built on relevant pages with high page rank, you can even rank those websites on the top most pages of the search engines which have great content but do not have much relevant traffic.

Before placing backlink in the third party website, you need to check the website index status and Domain authority
Domain Authority

1. Domain Age
2. Backlink
3. Quality of Website
4. Traffic

Tools: http://moonsy.com/domain_authority/
DA= (x)/100
Some of the Link Building techniques are shown below:-

Guest Posting:

Accepting posts from other bloggers to publish for free on your blog, or writing posts for other bloggers to publish on their blogs for free. Guest blogging is a traffic building and networking tool to help grow a blog.

PPT/PDF Submission

PDF submission is very important for SEO. You can create a PPT/PDF brochure for your website and promote it. The PDF/PPT should be search engine optimized for better results. PDF can be optimized the same way as HTML pages. There are so many PDF/PPT websites available for sharing your PDF and PPT file. Search engines can read PDF/PPT the same way as HTML. These sites are frequently updated and hence search engines crawl these sites more often. Getting a back link here will get your keywords optimized and bring more traffic. Write your article in MS Word. Use heading tags. The title and article body should contain your keywords. You can place your images and give an alt tag. You can give hyperlinks for your keywords.

Press release submission

A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. The use of press releases is common in the field of public relations (PR). Typically, the aim is to attract favorable media attention to the PR professional’s client and/or provide publicity for products or events marketed by those clients. A press release provides reporters with an information subsidy containing the basics needed to develop a news story. Press releases can announce a range of news items, such as scheduled events, personal promotions, awards, new products and services, sales and other financial data, accomplishments, etc.

Video Optimization

A strong argument could be made for producing and optimizing video for SEO results, especially if you think about how much time you devote to content marketing to garner rankings for web pages. Given the amount of competition on the written web, ranking for video on YouTube may be much easier and — as an added bonus — top spots in YouTube often mean equally attractive position in Google’s universal search results.