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Slide 1
Digital Marketing Workshop 2014VIT University, Vellore
1
About Me:
+91 [email protected]/MenSagam@mensagam
Event Purpose
Internet industry Digital Marketing Web Analytics Networking Discussion
How many of you want to achieve something?
Why Do you want to Achieve
Because of Happiness
Digital Marketing
What is Internet?
InternetIt is the network of networks.Its a global system of interconnected computer networks that uses Internet Protocol(TCP/IP) to connect with billions of usersIn simple words its a information resource
Things happen in 60 seconds
Marketing
MarketingIn laymans term it is the promotion of a product for salesThe commercial functions involved in transferring goods from producer to consumer.
DIGITAL MARKETING
Digital Marketing
In other words Internet marketingMake use of electronic devices like computer/ smart phone/ tablet to sell/buy productsThe term was first used in 1990.In last few years it became effective way to relate with customers.
Types of Digital MarketingPull Marketing Customers actively seek marketing content via web searches, websites, email etcPush Marketing The content is made to display for customers by means of ads, display banners etc
Push Vs Pull Marketing
Comparison between Push Vs Pull marketing
4Ps of Digital MarketingProductPricePlacementPromotion
Solutions of Digital Marketing
Solutions of Digital MarketingSEO Search Engine Optimization
SEM Search Engine Marketing
SMO Social Media Optimization
Back end of Digital MarketingWeb Analytics The relationship between the user and the website
Web Masters The relationship between the website and the search engine
SEOSearch Engine Optimization
Search EnginesWhat is a Search Engine?
Search EngineIts a software system that is used to search for information in internet.The words or phrases used to retrieve information is the search queries.The Search engine displays results in line of information is Search Engine Results Pages
Major Search EnginesGoogleBingYahooBaiduYandexTopsyAnswersAbout
Search EnginesYandexBaidu
How a Search Engine worksHow a Search Engine Works?
Working of Search Engine
Robots crawls the websiteIndex the information in search engine databaseDisplay the information when searched
Types of SearchHow many types of search?
Types of SearchOrganic/natural searchPaid searchSite search
SEOWhy SEO?
SEOIts the method to improve the visiblity of the website in search engines while searched.
On Page
Off Page
Strategies to Drive Natural TrafficKeyword IdentificationDo research & base strategy on what customers actually look for
On-Page OptimizationAdd targeted keywords & phrases everywhere, especially:
Titles & Meta DescriptionHeadersBody ContentAlt TextURLs & FilenamesOff-Page Link Building
Internal links from within Site to your pageExternal quality links from external sites to your page
On page1. Keyword Usage
2. Fresh Content
3. Fast loading pages
On PageTitle TagURL/file nameImage OptimizationH1 TagMeta keywordsMeta description
Off PageLots of quality inbound links from on-topic blocks of text
Off PageDirectory SubmissionArticle submissionBack linksLink building
Pillars of SEOContentArchitecturePopularity
Pillars of SEO
Architecture the bones
All text in source code may be read(e.g. filenames, tags, alt text)
Crawl able text(e.g. key messages should not buried in Flash, AJAX, JavaScript, modal windows)
Navigation
URLs & directories
Sitemaps
Server speed
Content the meat
Keywords & phrases to be indexedThese are matched up to search queries
Should be unique to a pagePopularity referring links
Search Engines judge how important a page is & how relevant to a search query by the quantity & type of inbound links
Internal: links from top pages to deeper ones as well as across categories
External: links third-party sites or sub domains
Content
TitlesHeadersBody ContentImagesVideosEmphasized text
How Humans see
How search engine robots see
But Understand this
Keyword Utility
Architecture
Architecture
Main Things in Architecture
Directory Structure suggested by Google
Directory structure google standardGoogle suggests a 3 Click Rule:All pages should be within 3 clicks of the home page
To rank better, files like images & PDFs should have URLs that match the pages were these are displayed, not on special subdomains
Popularity
Popularity
Internal Link BuildingInternally, the most authoritative links are usually:Home Pages
Main Category Landing PagesPopular blogs
Interlink pages to flow link equity from category pages down to child pages and back up
No need to unnecessarily repeat Links on Same Page
Highest SEO value of links are: Within blocks of text, not relying on navigation (masthead, ANAV, footers)At top of pages main content
Contextually placed links are better thanlists of links that have lower SEO value
External Link BuildingAn external link is a link that points at an external domain.In layman's terms, if another website links to you, this is considered an external link to your site. Similarly, if you link out to another website, this is also considered an external link.
Link Building Stragies
SEMWhat is Search Engine Marketing
SEMSearch Engine Marketing is to make use of search engines to promote your product/ site in the form of advertisements when searched.
SEMTypes Of SEMGoogle Ad wordsBing AdsYahoo AdsFace book Ads
How SEMHow SEM is done?
SEM Process Account CampaignAd groupsAd copiesKeywords
SEM process
SMOFor what SMO is used?
SMOSocial Media Optimization
Make use of social media to promote the product by sharing website
Types of social mediaCan some one share the social media types used so far?
Types of Social MediaFacebookTwitterGoogle plusLinked inTumblrStumble upon
How Social media worksFacebook leading social media where the posts are being shared with number of likes are leading to no of conversionsTwitter The message is conveyed within 140 characters with #hash tag denoting the keyword for the businessLinked in Professional network connecting people.
Web AnalyticsWhy Web Analytics required?
Web AnalyticsIts a business intelligence tool to keep track of user interaction with the web site.
8 Basic metricsVisitsVisitorsUnique VisitorsNew VisitorsBounce RateExit rateTime on SiteConversion Rate
Types of Metrics
Paradigms of Web Analytics
The What ClickstreamThe How Much Multiple Outcome AnalysisThe Why Experimentation & TestingWhat Else - Voice of CustomerInsights- Final Outcome
Information TrackingWhat kind of information can be tracked?
Information TrackingAnalytics working
Analytics Tracking
Apart from the basic metrics with Analytics the following tracked.
VideoFlash contentMobile devicesdemographics
Types of Web AnalyticsGoogle AnalyticsAdobe Omniture Site CatalystUnica
WebmastersWhy Webmasters?
WebmastersHow your website is crawled by search engine robotsAny missing linksDetails about the backlinks that takes to the site.
Future TrendsWhat are the future expectations?
Future TrendsUse of smart phones/ tabletsWearable computingCloud computing
Growth of industryGrowth of industry in past few years
Thanks for participating Ask Question any Time
www.fb.com/MenSagamwww.twitter.com/[email protected]
www.fb.com/alyssum.websolutionswww.twitter.com/[email protected]