SEO stands for “search engine optimization.

” In simple terms, it means the process of

improving your site to increase its visibility when people search for products or services
related to your business in Google, Bing, and other search engines. The better visibility your
pages have in search results, the more likely you are to garner attention and attract
prospective and existing customers to your business.
On-page SEO (also known as “on-site SEO”) is the practice of optimizing web page content
for search engines and users. Common on-page SEO practices include optimizing title tags,
content, internal links and URLs.
Off-page SEO refers to anything done outside of your website with the potential to affect
search engine rankings. Optimizing your site for off-page SEO means you'll have to improve
the way that both users and search engines see your site in terms of credibility, authority,
popularity and relevance.
Eg: backlinking, social bookmarking
Biggest source of backlinking: PR websites
The title tag is an HTML code tag that allows you to give a web page a title. This title can be
found in the browser title bar, as well as in the search engine results pages (SERP). It's crucial
to add and optimise your website's title tags, as they play an essential role in terms of organic
ranking (SEO).
Title Tags Character Limit: Maximum length: 60 characters or 575 pixels. Minimum length:
30 characters or 285 pixels
A meta description is the small blurb that appears underneath your website on the SERP that
includes information about your page. It is designed to provide users with a brief summary of
the content on your page so that users know if the page will answer their question.
Character Limit for Meta Description: Meta descriptions can be any length, but Google
generally truncates snippets to ~155–160 characters. It's best to keep meta descriptions long
enough that they're sufficiently descriptive, so we recommend descriptions between 50–160
characters.
What is a URL?
A URL is human-readable text that was designed to replace the numbers (IP addresses) that
computers use to communicate with servers. They also identify the file structure on the given
website. A URL consists of a protocol, domain name, and path (which includes the specific
subfolder structure where a page is located) and has the following basic format:

protocol://domain-name.top-level-domain/path
The protocol indicates how a browser should retrieve information about a resource.
Long-tail keywords are unpopular keyword phrases with low search volume and high
variation. In other words, these queries are only searched a few times per month because they
are very specific keywords, or because people phrase their queries in many different ways.
Three stages of SEO:
 Keyword Research
 On Page SEO
 Off Page SEO

When looking for keyword: Volume of keyword and its relevance

We cannot take short tail keywords, because they are 1 keyword. This will affect your SEO
Short tail keywords are search phrases with only one or words. Their length makes them less
specific than searches with more words. “Egg” (1 word) is an example of a short tail
keyword, whereas “Make scrambled eggs fluffy” (4 words) is a long tail keyword.
SERP: Stands for “search engine results page” — the page you see after conducting a search.
White hat and black hat SEO
White hat: if you practise these measures, you will be recommended by Google
Black Hat: Unethical techniques if you do, your website will be banned by Google. Keyword
stuffing
White hat: Search engine optimization practices that comply with Google’s quality
guidelines.
Black hat SEO refers to a set of practices that are used to increases a site or page's rank in
search engines through means that violate the search engines' terms of service. The
term "black hat" originated in Western movies to distinguish the "bad guys" from the
"good guys," who wore white hats (see white hat SEO). Recently, it's used more
commonly to describe computer hackers, virus creators, and those who perform
unethical actions with computers.

Manual penalty: Refers to a Google “Manual Action” where a human reviewer has
determined certain pages on your site violate Google’s quality guidelines.
PageRank: A component of Google's core algorithm. It is a link analysis program that
estimates the importance of a web page by measuring the quality and quantity of links
pointing to it.
Robots.txt: Files that suggest which parts of your site search engines should and shouldn't
crawl.
If I do not want Google to index some of the website pages, I will use the robots,txt file
where I will tell google not to crawl on those pages
Sitemap: A list of URLs on your site that crawlers can use to discover and index your
content.
Search volume: The number of times a keyword was searched. Many keyword research tools
show an estimated monthly search volume.
Alt text: Alternative text is the text in HTML code that describes the images on web pages.
Duplicate content: Content that is shared between domains or between multiple pages of
single domain.
Header tags: An HTML element used to designate headings on your page.
Keyword stuffing: A spammy tactic involving the overuse of important keywords and their
variants in your content and links.
DA: Domain Authority (DA) is a Moz metric used to predict a domain’s ranking ability; best
used as a comparative metric (ex: comparing a website’s DA score to that of its direct
competitors).
Page Authority (PA) is a score developed by Moz that predicts how well a specific page will
rank on search engine result pages (SERP). Page Authority scores range from one to 100,
with higher scores corresponding to a greater ability to rank.
Google Analytics: A free (with an option to pay for upgraded features) tool that helps website
owners get insight into how people are engaging with their website. Some examples of
reports you can see in Google Analytics include acquisition reports that show what channels
your visitors are coming from, and conversion reports that show the rate at which people are
completing goals (ex: form fills) on your website.
Bounce rate: The percentage of total visits that did not result in a secondary action on your
site. For example, if someone visited your home page and then left before viewing any other
pages, that would be a bounced session.
Click-through rate: The ratio of impressions to clicks on your URLs.
Conversion rate: The ratio of visits to conversions. Conversion rate answers how many of my
website visitors are filling out my forms, calling, signing up for my newsletter, etc.?
Qualified lead: If you use your website to encourage potential customers to contact you via
phone call or form, a “lead” is every contact you receive. Not all of those leads will become
customers, but “qualified” leads are relevant prospects that have a high likelihood of
becoming paying customers.
Google Analytics goals: What actions are you hoping people take on your website? Whatever
your answer, you can set those up as goals in Google Analytics to track your conversion rate.

Google Tag Manager: A single hub for managing multiple website tracking codes.
How search engines work:
Crawling: Scour the Internet for content, looking over the code/content for each URL they
find.
Indexing: Store and organize the content found during the crawling process. Once a page is in
the index, it’s in the running to be displayed as a result to relevant queries.
Ranking: Provide the pieces of content that will best answer a searcher's query, which means
that results are ordered by most relevant to least relevant.
Google Keyword Planner - Google's AdWords Keyword Planner has historically been the
most common starting point for SEO keyword research. However, Keyword Planner does
restrict search volume data by lumping keywords together into large search volume range
buckets. To learn more, check out Google Keyword Planner’s Dirty Secrets.
Google Keyword Planner - Google's AdWords Keyword Planner has historically been the
most common starting point for SEO keyword research. However, Keyword Planner does
restrict search volume data by lumping keywords together into large search volume range
buckets. To learn more, check out Google Keyword Planner’s Dirty Secrets.
Inbound links, also known as backlinks or external links, are HTML hyperlinks that point
from one website to another. They're the currency of the Internet, as they act a lot like real-
life reputation. If you went on vacation and asked three people (all completely unrelated to
one another) what the best coffee shop in town was, and they all said, "Cuppa Joe on Main
Street," you would feel confident that Cuppa Joe is indeed the best coffee place in town.
Links do that for search engines.

Going for interview? Check this out…Interview

related links for SEO
https://morningscore.io/seo-glossary/
What tool can help me identify the search volume and the competition of any keyword
Ans: Google keyword planner tool
Marurti Suzuki wants to do SEO on their Website, what would be your strategy
Keyword research, On Page and Off Page…talk on these lines
Click-through rate (CTR) is the ratio of users who click on a specific link to the number of
total users who view a page, email, or advertisement. It is commonly used to measure the
success of an online advertising campaign for a particular website as well as the effectiveness
of email campaigns
Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in
which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly
associated with first-tier search engines.
Cost per mille (CPM), also called cost per thousand, is a commonly used measurement in
advertising. It is the cost an advertiser pays for one thousand views or impressions of an
advertisement
CPA is also a payment scheme like CPM and CPC; however, it differs in that advertiser only
pay when the user completes the desired transaction, such as a purchase, download or free
trial. Therefore, the advertiser only pays when an acquisition is made, therefore, CPA is Cost
Per Acquisition. However, this means that the publisher takes all the risk for running the ad
as you will be paid based on conversions made instead of just clicks or impressions. This is
often referred to as affiliate advertising

Read more about the above

https://www.publift.com/adteach/what-are-cpm-
cpc-cpa-ctr
Dell computers want to increase online sales of their laptops, what bidding stratgety would
you recommend them
Ans: CPA
Impression share Impression share (IS) is the percentage of impressions that your ads receive
compared to the total number of impressions that your ads could get. Impression share =
impressions / total eligible impressions.
An impression is a metric used to quantify the number of digital views or engagements of a
piece of content, usually an advertisement, digital post, or a web page. Impressions are also
referred to as an "ad view." They are used in online advertising, which often pays on a per-
impression basis.
Quality Score
The Quality Score is Google's rating of the overall user experience that your ads and landing
pages provide when users search for your keyword(s). This is represented on a scale of 1-10,
with 1 being the lowest and 10 being the highest. You may check your Quality Score by
looking at your keywords report
Broad Match: It allows the ad to show when the keyword is present anywhere within the
search query. If your keyword is chiffon sarees, then your ad will be shown for search queries
such as printed chiffon sarees or sarees in chiffon but not for search queries such as silk
sarees. Also, Broad match show for all close variants of the term as well as synonyms.
Eg: if we search for mobile phones and the criteria is broad match, it will also take into
consideration, cell phones, pocket phones…every synonym

Phrase Match: Phrase match keywords must be present in the search query in the same
order as mentioned by you. Denoted in quotes,
Phrase Match: Phrase match keywords must be present in the search query in the same order
as mentioned by you. Denoted in quotes, if your keyword is “pink pyjamas” then your ad will
be shown for queries such as pink pyjamas for girls or pink pyjamas and t-shirts. Your ad will
not show for queries such as pyjamas in pink color or pink and printed pyjamas. This match
type also shows for the close variants but not for synonyms.
Exact Match: With exact match type your ad will be shown only if your search query
exactly matches your bidded keyword. For instance, if your keyword is [soft toy] then your
ad will not show only for the search query soft toy. It means for other search queries such as
teddy soft toy or soft toy for kids, your ad will not show. The exact match type will show for
close variants and also include any reordering or rephrasing of the word, as long as the
meaning doesn’t change.
Google Search Ads
Google Display Ads.
Search campaigns allow you to place ads across Google's vast network of search results. You
can show ads to people actively searching online for your products and services. A Search
campaign is one campaign type available to you in Google Ads.
Google Display Ads
The Google Display Network can help you reach people with targeted Display ads while
they’re browsing their favourite websites, showing a friend a YouTube video, checking their
Gmail account, or using mobile devices and apps.
Google discovery ad…
What is an Adgroup
An ad group contains one or more ads that share similar targets. You set a bid, or price, to be
used when an ad group's keywords trigger an ad to appear. ... Use ad groups to organize your
ads by a common theme, such as the types of products or services you want to advertise.
Helps to build relevance
What is a campaign
A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other
settings. Campaigns are often used to organize categories of products or services that you
offer. Your Google Ads account can have one or many ad campaigns running.
Types of Ads on Google
What are the main Google Ads campaign types?
Search (text ads on Google search results);
Display (image ads on websites);
Video (video ads on YouTube);
Shopping (product listings on Google);
App (your app promotion on many channels).
What are negative keywords
A type of keyword that prevents your ad from being triggered by a certain word or phrase.
Your ads aren't shown to anyone who is searching for that phrase. This is also known as a
negative match.
Search Terms in Google Ads
A search term is a word or set of words a person enters when searching on Google or one of
our Search Network sites. A keyword is a word or set of words that Google Ads advertisers
can add to a given ad group so that your ads are targeting the right audience.
Myntra wants to launch a new fashion label what type of Google Ads would you suggest?
Video and Display
Shopping
What is the impact of CTR to CPC? Higher the CTR, lower can be the CPC
If CTR is going down, what steps we can take:
 We are getting impressions but not clicks
 Ad Text or Ad Relevance: Improve this, to increase relevance so that ad is seen by
relevant people
 Landing Page Experience: probably the people are clicking on the links, but the
landing page experience is not good. Improve that.
 keyword quality: Check this; Put them in the negative keyword list

A/B test
An A/B test is a method of comparing two variations of an ad, piece of content, or other
material so you can see which version performs better. Also known as split testing, A/B
testing involves changing one small element at a time (like a headline or graphic) to refine
your results. During A/B testing, only a portion of your audience sees each test. This allows
you to create the most effective content before you release it to your entire following.
Boost, boosted post
A boosted post is a form of social media advertising in which a brand pays to show a social
post to people who do not already follow the brand’s social accounts.
Brand Awareness
Brand awareness is a social media metric that captures how likely people are to be aware of
your brand. You can measure brand awareness for any given period by tracking the amount
of attention your brand gets online in the form of mentions and engagement. The more people
are talking about you online, the greater your brand awareness.
Carousel
An Instagram post with multiple photos and/or videos. Followers can swipe through the
images. Sometimes referred to as a “Gallery.”
Content marketing
Content marketing is the practice of attracting and retaining customers through the creation
and distribution of original, valuable content such as videos, whitepapers, guides, and
infographics. Consistently providing valuable content gives followers a reason to stay tuned
to your social channels while building rapport and establishing your industry expertise.
Conversion rate
Conversion rate is the number of conversions divided by the number of visitors. It’s a social
media metric that allows you to measure how well your social media efforts are working to
achieve specific business goals.
Engagement rate
Engagement rate is a measure of how many people interact with your social media content.
There are several ways to calculate engagement rate, but all aim to calculate what percentage
of people who were exposed to a post chose to engage with it in some way.
Hashtag
A hashtag is a word or phrase preceded by the “#” sign. Hashtags are used on social media to
tag posts as part of a larger conversation (such as #HootChat) or topic (such as #Superbowl).
Clicking a hashtag reveals the latest posts that include the tag. Hashtags are searchable, and
serve a similar role to keywords.
Influencer marketing

Influencer marketing is a strategy involving collaboration with an influential person on social

media (an “influencer”) to promote a product, service, or campaign.
Native advertising
Native advertising is a type of social media ad that matches the style and format of an organic
post. A boosted post is an example of native advertising. Ads are always identifiable by a
label that says “sponsored” or “promoted,” but other than this native ads look just like
organic social content.
If Mahima wants to target People who speak Urdu and live in Dubai, is it Possible on FB?
Retargeting
Retargeting is an online advertising strategy that aims to re-engage website visitors who left a
site without converting. Retargeting starts with a small tracking tag embedded in your
website’s code. You can then target these prospects on other websites, including social
networks.
Organic reach
Organic reach is the number of unique users who view your content without paid promotion.
People find social content organically through their own feeds—either from companies
whose accounts they’ve liked themselves, or through content shared by friends or
connections. If someone visits your social profile based on a search or any other non-paid
referral, this is also organic reach. The organic reach is 0-4% so businesses need to boost
them
Social media calendar is a tool used to store and schedule social media posts. Social media
calendars allow users to create and schedule their social media updates in advance. They can
choose a specific date, time, and channel for their update to be shared on. This is organic
Exit rate as a term used in web site traffic analysis (sometimes confused with bounce rate) is
the percentage of visitors to a page on the website from which they exit the website to a
different website. The visitors just exited from that specific page.
Session Rate
The number of times the page was visited by a user on a given time period. It's calculated by
dividing the number of Sessions by the amount of Users
Sessions
A session is a group of user interactions with your website that take place within a given time
frame. For example, a single session can contain multiple page views, events, social
interactions, and ecommerce transactions. ... A single user can open multiple sessions.
A pageview is defined as a view of a page on your site that is being tracked by the Analytics
tracking code. If user clicks reload after reaching the page, this is counted as an additional
pageview. ... A unique pageview represents the number of sessions during which that page
was viewed one or more times.
Schedule your social media posts: Hootsuite, Buffer App;
Facebook gives this feature to schedule your ads

Check this app Google Primer App

Digital Marketing Training Program

Powered by FUEL
 Welcome to the World’s
MOST SIMPLE & POWERFUL 

DIGITAL MARKETING PROGRAM
 WHAT WILL YOU LEARN TODAY?

1. WHAT IS DIGITAL MARKETING?

2. WHAT GETS COVERED IN DIGITAL MARKETING?

3. WHAT IS SEARCH ENGINE MARKETING?

COURSE TIME : 3 HOURS

WHAT IS MARKETING?

The way you communicate about your

product and service and build the
brand perception in minds of your
consumer is marketing.
WHERE DO YOU DO MARKETING?

Marketing of a brand which includes a

product or service is done across all
advertising platforms includes TV,
Radio, Print & Digital platforms, etc.
 WHY DO WE NEED MARKETING?

Marketing’s core objective is to drive

sales, marketing can generate leads or
sales for business and is effective in
brand building.

Branding, lead generation & online sales shall be covered in detail in further classes
WHAT IS DIGITAL MARKETING?

A ny s o r t o f c o m m u n i c a t i o n o r
advertising done on digital platforms or
internet is Digital Marketing?
 WHY DIGITAL MARKETING?

As more and more people are using

internet and spending time on internet,
advertisers are getting maximum results
from digital marketing. Hence more
and more brands are moving towards
digital marketing.

See next slide on what happens in one minute on Internet.

 WHAT
HAPPENS
IN 60
SECONDS
 WATCH THIS VIDEO

Copy paste this link if link doesn’t work https://www.youtube.com/watch?v=6k_G_h41ZaQ

 HOPE YOU ARE
CONVINCED NOW :)
ARE THERE JOBS IN DIGITAL MARKETING?

Digital marketing is one of the fastest

growing industry these days. India
alone would need over a 3 million
digital marketing professionals in next
5 years.
 WHAT ROLES DO I GET?
AVg. SALARY
AVERAGE WITH 5
ROLE SKILLS REQUIRED
STARTING SALARY YEARS
EXPEREINCE
Excellent Communication Skills- written & verbal, INR 10-15
Digital Marketing Manager/ INR 3-7 lacs per
Google Adwords Certification, Hubspot Certification, lacs per
Head annum
Google Analytics Certification annum

Google Adwords Certification, Bing Certification, INR 3-4 lacs per INR 8-15 lacs
SEM Specialist
Google Analytics Certification annum per annum

Excellent written communication, Strong knowledge INR 2-4 lacs per INR 8-12 lacs
SEO Specialist
of SEO & Google algorithms, annum per annum

Excellent written communication, creativity, INR 2-4 lacs per INR 8-12 lacs
Social Media Specialist
knowledge of designing & video editing tools annum per annum

Will discuss about each certification in the course ahead.

WHAT GETS COVERED IN DIGITAL MARKETING?
TOPIC DETAILS

SEARCH ENGINE MARKETING (SEM) Paid advertising on search engine’s like Google, Bing & Yahoo is SEM

Increasing the quantity and quality of traffic to your website through organic
SEARCH ENGINE OPTIMISATION (SEO)
search engine results.

Using social media platforms(Facebook, Instagram, etc.) to connect with

SOCIAL MEDIA MARKETING
your audience to build your brand, increase sales, and drive website traffic

Measurement, collection, analysis and reporting of web data for purposes of

ANALYTICS
understanding and optimizing web usage

Mobile marketing is a multi-channel, digital marketing strategy aimed at

reaching a target audience on their smartphones, tablets, and/or other
MOBILE MARKETIG
mobile devices, via websites, email, SMS and MMS, social media, and
apps.
 SEM Vs. SEO

SEM

SEO
 SEM Vs. SEO

Copy paste this link if link doesn’t work https://www.youtube.com/watch?v=4eEjAkGmbqU

 SEM Vs. SEO

SEM

SEO
 TIME FOR SOME
ADVANCE LEARNING NOW
WHAT IS SEARCH ENGINE MARKETING?

More and more people search on

Google(or some on Yahoo or bing) for
what they want, paid advertising on
Google for those keywords is Search
Engine Marketing
BUT FIRST, WHAT IS A SEARCH ENGINE?

A program that searches for and

identifies items in a database that
correspond to keywords or characters
specified by the user, used especially
for finding particular sites on the World
Wide Web.
DIFFERENT TYPES OF SEARCH ENGINES
GOOGLE IS THE WIDELY USED SEARCH ENGINE IN THE WORLD
WHAT IS GOOGLE ADS PLATFORM?

Google Ads, AKA Google AdWords, is

Google's advertising system in which
advertisers bid on certain keywords in
order for their clickable ads to appear
in Google's search results. Since
advertisers have to pay for these clicks,
this is how Google makes money from
search.
 WHAT IS GOOGLE ADS PLATFORM?

Google Ads or Adwords, is an

online platform by Google where
advertiser can set up ad
campaigns and run ads on
google.com
 WHAT IS GOOGLE ADS PLATFORM?

Exercise: Go to ads.google.com
and check the home page of the
Google Ads platform
WHAT ARE DIFFERENT TYPES OF GOOGLE ADS?

GOOGLE SEARCH ADS GOOGLE DISPLAY ADS GOOGLE YOUTUBE ADS

Each Topic explained in detail in the coming slides

 WHAT ARE SEARCH ADS?

Copy paste this link if link doesn’t work https://www.youtube.com/watch?v=cOTMWqwUXPU

 WHAT IS DISPLAY ADVERTISING?

Copy paste this link if link doesn’t work https://www.youtube.com/watch?v=4T6Ia20D-T8

 WHAT IS YOUTUBE ADVERTISING?

Copy paste this link if link doesn’t work https://www.youtube.com/watch?v=gLx8i1qy1EI

 LETS LEARN SOME 

IMPORTANT CONCEPTS NOW
 Keyword

A keyword is word or phrase that your

audience uses to search for relevant
topics on search engines. If you are a
flower shop, a relevant keyword could
be “Buy Red Roses” [short keyword] or
“Looking to purchase roses from a
flower shop” [long tail keyword]
CPC – Cost per Click

Cost per Click is a pricing model where

companies are charged by SEARCH
ENGINES for every click people make
on a displayed/test ad which leads
people to your company’s website
(hopefully to a landing page!).
CTR – Click-Through Rate

Click-through Rate identifies the

percentage of people who click on link.
Usually placed in an email, an ad,
website page… etc. The higher the CTR
percentage, the more people went
through. CTR is extremely important for
many parts of the Digital world.
CPA – Cost per Acquisition
Cost per Acquisition is a pricing model
where companies are charged by
advertising platforms only when leads,
sales or conversions are generated. It’s
been around for awhile but has been
generating much more traffic as a
common pricing model in late 2013
and early 2013. Best part about CPA is
you are only charged for the results that
you want.
CPM – Cost per Thousand Impressions
Cost per Thousand is a pricing model
where advertising impressions are
purchased and companies are charged
according to the number of times their
ad appears per 1,000 impressions. It’s
definitely a favourite form of selling ads
by publishers because they get paid
regardless by just displaying ads. CPM
model really only makes sense if you
are trying to increase brand awareness.
 Conversion

When a visitor takes the desired action

while visiting your site, it is called
conversion. This can be a purchase,
membership signup, download or
registration for newsletter.
 Impressions
This term is used to define the number
of times a company’s ad will appear to
its target audience. Impression could
also be related to a website and the
number of times the web page appear
in total.
Example of how impressions work: 1
visitor could view 5 pages which
would create 5 impressions. 2 visitors
could view 5 pages which would
generate 10 impressions.
 Organic Traffic

This is traffic that is generated to your

website which is generated by a Search
Engine. This could be traffic from
Google, Yahoo or Bing. It’s also known
as “Free” traffic. Organic traffic is the
best type of traffic!
 Paid Traffic

Paid search is when a company bids on

keywords and makes advertisements
around those keywords to be displayed
on search engines. These results appear
separately, either on the top, bottom or
right side of a search results page. Paid
traffic also encompasses any form of
paid advertisement that directly points
to your website.
SERP – Search Engine Results Page
Search Engine Results Page is the list of
results provided by a search engine
a f t e r a s e a r ch q u e r y i s m a d e .
Essentially, if you are looking for where
your website ranks for “Best Digital
Marketing Agency” a SERP report will
let you know that your website is
ranked #4. Meaning that your website
is in the Fourth position
(1st page).
 Landing Page

This is the page on a company’s

website that is optimized to act as the
entry page to a site. When redirected
from external links, this is where the
visitors will be led back.
TIME FOR A CLASSROOM SESSION