UNIT-2

Digital Marketing & Ecommerce

What Is The Definition of SEO?

SEO stands for “search engine optimization.”

To break it down further, a search engine is simply a site like Google,

Yahoo, or Bing where people go and search for things like “chicken
casserole recipes” or “how to fix a flat tire.” Honestly the list of things
people search for is nearly endless. Google alone processes over 3
billion searches per DAY.

So search engine optimization is the process of setting your website up

in a way that makes it easy to find on Google. You are basically trying
to put your “best foot forward” so Google knows what your website is
about, and it knows that your website is a high quality resource in your
industry.

How Does SEO Work?

As mentioned, there are a few major search engines, and then a bunch of
smaller search engines. For our purposes, we’ll use “Google” and
other “search engine” interchangeably. At this point, Google is the king
of search engines with over 60% of all searches being done their site.

Google has a sophisticated and secretive algorithm that determines what

results you get when you search for something.

Although some conspiracies exist to the contrary, the goal of Google is

to understand what the searcher actually wants to see and then delivery
the best, high quality results for that search query.
What Is A Keyword?

This is an important point to understand before we go any further.

Like “SEO,” you may have also heard the term “keyword” be thrown
around in blogging and internet marketing discussions.

A keyword is simply a word or phrase that gets searched in Google.

Earlier I gave “chicken casserole recipes” as an example of a Google

search, so “chicken casserole recipes” is a keyword. So when you hear
things like “optimizing for this keyword” it simply means that you are
trying to make a page on your website as effective as possible in ranking
for a specific search phrase.

What is On-Page SEO?

On-page SEO refers to the things that you control on your web page,
which help Google understand what that page is about.

You could have a great resource or a really in-depth guide on your

website, but if you are missing the boat with on-page SEO then it
probably isn’t being found in Google as much as it should be.

Here is where “keywords” become important.

If you have no idea what people are searching for on Google, then how
in the world do you know what you should be “optimizing” for? Exactly.

Why does this matter?

Because in order to do good “on-page SEO” you need to know the

keywords you are targeting.
Trying to do on-page SEO without knowing your keyword would be like
me telling you to decorate your house for a birthday party, but not telling
you who the party was for.

So once you know the keyword you want a certain page to rank for, you
need to do a few things on your page:

1. You need to include the keyword in the title of the page. If “Ab
Workouts” is my keyword, then my page title might be something like
“36 Ab Workouts That Get Killer Results.”

2. Your page description should also include the exact keyword. The
page title and description are the 2 things you see in the search results,
so it’s important that these 2 things clearly state your keyword – so
Google knows what you’re page is about.

3. The URL should contain the keyword, or some form of it. Let’s say
my website is called “www.theworkoutguru.com” then my post about ab
workouts might be “www.theworkoutguru.com/ab-workouts”. If your
page URLs look more like “www.theworkoutguru.com/p135G” then you
are missing an opportunity.

4. Use the keyword and variations of it throughout the content on the

page. So It’d expect “ab workouts” to be mentioned in the first
paragraph, and then again a few times throughout your post – as it
makes sense. There is no certain number of times needed, but make a
point to use the keyword naturally as this also helps Google understand
what your page is about.

Indexing
Web indexing, or internet indexing, comprises methods
for indexing the contents of a website or of the Internet as a whole.
Individual websites or intranets may use a back-of-the-book index, while
 search engines usually use keywords and metadata to provide a more
useful vocabulary for Internet or onsite searching.
Proper website indexing allows search engines to see all of
your important pages and gives your site a major boost. It can even
send you on your way to page one.
SEO PLUGINS

SEO plugins are extension modules for content management systems,

browsers, and software solutions. An SEO plugin expands the scope of
the source software with special tasks and functions which affect search
engine optimization, web analysis, online marketing, and other aspects.

Various Types of PLUGINS

 Yoast SEO.
 All in One SEO Pack.
 Google XML Sitemaps.
 Broken Link Checker.
 Google Analytics by Monster Insights.
 W3 Total Cache.
 All In One WP Security & Firewall.
 WPtouch Mobile Plugin.

What Is Off-Page SEO?

Off-page SEO, in short, covers all SEO tactics that take place outside of
your own website. 

It is often thought to just be link building, but in reality, there are far
more off-page SEO tactics that you should be using if you want to gain a
competitive advantage. 
Tactics such as brand building, citation building, content marketing,
social media, and more all play an important part in a comprehensive
SEO strategy.

But as a simple explanation of off-page SEO, this covers any tactics that

you use that don't involve making changes to your own website or
publishing content on your own site.

These signals help both search engines and users to gain a perception of
your site's authority and are also used as key trust and relevance factors. 

Key Word Placement

This means that keywords should be used naturally throughout the
content, but they should also be included in the headings and tags,
including the H1 and H2 tags, the title, the meta tags, and the meta
description.
Note that some of the features, such as meta description, are not directly
used by Google in determining the relevance and value of a site, but they
are displayed to users on the SERP. When people scan their search
results for the website that is most likely to answer their question, they
look at the title, URL, and meta description to see if the site will be
helpful. Including the keywords in these important areas will help to
increase your click-through rate from the SERP.
Header tags have their own place on a page and have to be used in a
proper order starting with your h1. The h1 tag should contain your
targeted keywords, ones that closely relate to the page title, and are
relevant to your content. The h2 tag is a subheading and should contain
similar keywords to your h1 tag
A meta title (also called title tag) is an element in the head section of an
HTML document that defines the title of each page of a website. It is
retrieved by web browsers and also used by search engines such as
Google to display a webpage in search results (SERPs).
A meta description (sometimes called a meta description attribute or
tag) is an HTML element that describes and summarizes the contents of
your page for the benefit of users and search engines

Website Content Optimization and Planning

Planning

If you are working hard for your company to create perfect Webpage
content. Unfortunately, If the search engine is not able to find your
content then even if your content is super attractive will be adduced
useless.

Here we have a few solutions for website content optimization.

Website Content VS Optimization

We need to know first the difference between website content and

optimization, each appeals the separate audience. Effective Content is to
offer the audience to engage more time, keep them interested,
encouraging them to invest more in our product or service. At the same
time, Optimization is to do little for the audience, but mainly for Search
Engine crawlers to knowing better about your content, that will help you
to enhance your SEO Ranking. Your non-optimized content might go
unnoticed by a search engine or maybe it will go unread by masses.

Website Content Optimization Workflow

Basically, Webpage Content optimization or SEO (Search Engine

Optimization) is a process to optimize the webpage content on the
website to get more visibility on Search engines. Whenever audience
search for related information, search engine robots provide highly
optimized webpage content on the top ranking than non-optimized
content. The Optimizing website includes many finer details and
searches engine weighting everything from content to HTML to
backlinks.

Tactics on How to Optimize Website Content

1. Do more Keyword Research

Keyword research should be one of the first steps to develop optimized
Content. Find out a better Keyword which defines your business well-
organized way and it should be user audience friendly.

Use long tail keyword which has to be centralized with target audience
need. List more long tail keyword as much as you can and create
contents based on that.

2.?????? Write your Content Sequence

Your content should be written step by step and well organized and
make sure your keyword gel with the content. It should be interlinked
with each other and the whole webpage

content should have only one vision which is to provide knowledge to

your users. Your content should be so informative that users will come
back to get updated. Building trust among the audience will help your
business to grow and will increase your traffic eventually.

3.?????? Voice Search Compatible Keyword

Voice search command is one of the best and trendy technology
nowadays which audiences like to use the most.

For Example Siri, Alexa and Google assistant

As more people use Siri and Alexa. Optimizing your content for Voice
Search can become a highly optimized Content.

Find Some Voice compatible Keyword so that voice search engine also
can be able to find out your business through voice search command.
4.?????? Do Competitor Analysis
When you writing content for your company, make sure you should
know about what your competitors do for higher rankings. You should
research more on SERP (Search Engine result page) and do more search
before publishing your optimized content on your website. Look your
customer interest also.

Importance of Competitors Research?

Meeting with customer expectation is always the first Priority of any

company but this is not going to define your success until you are able to
satisfy your customers’ requirements with your product/service better
than your Competitor. We can beat by providing customer satisfaction
label of service only if we know what our competitors do and how they
do it to achieve top search rankings.

To find all information, competitor analysis is very important and it

plays a very important role in our SEO Ranking. I have mentioned some
of the tools and technique to do competitor analysis.

What factors should you look while analyzing your competitors?

a)????? Social Engagement Activity

Social engagement is very important in your business when you are

doing business online and you need a better webpage content
optimization for that it could be audience analysis or your competitor
analysis. Find the way your competitors are doing promotion,
advertising for their business and analyze their weak base and strong
base and if you can write better than them your webpage content
optimization, it would be plus point for your website get more
engagement with the paid customer.
b)????? Website performance

We need to know about our competitor that what position they hold in
the market and what other survey website says about your competitor.

c)?????? Categorize your competitors

There are two types of competitor you may find in your business.

One who is already established brand second which is exponentially

growing along with you. So you should categories your business
competitors. You should follow the tactics and strategy for your business
and you should try to be better than your parallel competitor and then
create webpage content optimization accordingly to build a profitable
business.

d)????? Do Live Experience with your Competitor Website, if Possible

use their product

We should follow our competitor very closely to know better their

business strategy and they’re targeted customer. Most of the business
entrepreneurs, they do live experience their competitors and they use
their product/service to know exactly how they serve their customers.

e)????? Do Triple P?S Analysis

PPP?s stands for Product Price Promotion and these 3 P?s also plays a
very important role in your business. You should know about your
competitor, that how they are defining their content in term of product
listing and price visibility and promotion to their target viewers.

Product ?
The more you know about your products and about your competitor?s
product; you will be able to describe more about your offered products.
If you succeed in describing your product better than your competitor?s,
then you will be able to capture the market easily and early than your
competitor.

Price

If we talk about price, then obviously the price matter for our customers.
Nowadays, the audience always compares before clicking the checkout
button on your website in online business trends. They always look out
for discount price, cheap price, and affordable price. Analyzing your
competitor?s price segment will always help you to reach your
maximum target audience. So do more research before publishing your
product price list in your content.

Promotion

Your company promotion is important in the same way as like others to

are important. Your promotion is the voice of your company with a neat
and clean picture which speaks about your company what it offers and
how it is going to give benefit to end users. Before promoting your
business, you should aware of your competitors how they are promoting
their business and creating brand value in the market. Promotion is a key
point in creating across the benefits of your product or service for the
customers. Well-organized marketing and promotional tactics ensure
your long-term established brand value; bring in more customers and
making assure profitability for businesses.??????

5.?????? Speak in your customer Language

Prepare your content optimization in such a way where customer need
should come in your content. Try to match your webpage content
optimization with customer need so that search engine robots can define
your better customer need with providing your website.
6.?????? Find your target audience
Find your customer, who they are and what basis they are coming to
search related product and service.

Analyze your product/service and design content accordingly which

relate customer need and your product/service information.

7.?????? Check out your competition.

Before proceeding for content optimization, research about
your competition who all your Competitor. How they are ranking their
website in top position. What type of web content they are using and
sharing and from where are they getting heavy engagement. What
content they do have and why they do have and what is that?

Which location they have assigned CTA (call to action) and why? Based
on this research, plan your content to beat your Competitor.

8.?????? Use some useful tools

Before optimizing your content, take a deep breath and knowing better
about your business. Find better Audience keyword which fulfills your
information and customer base also. To get better information use tools
that will help you to analyze your business.

For example, Google suggests, Google trends, Uber suggest, Grammarly

Chrome extension, Moz, Google Planner, Google analytics, etc.

9.?????? Identity about your business.

So website content optimization is basically to make sure that what is all
about your business so that the Search engine can understand your
business about. If search engine robots can?t read your content, they
won?t able to search engine user find you. Through Website content
optimization, you are providing essential and effective data that search
engine will understand better your webpage content optimization, by
extension of your business. Once your Content is highly optimized then
the search engine will send users straight through to your website by
ranking your site higher than others.
What is Display Advertising?

Display advertising is a method of attracting the audience of a website,

social media platform or other digital mediums to take a specific action.
These are often made up of text-based, image or video advertisements
that encourage the user to click-through to a landing page and take
action (e.g. make a purchase).

Most display and online advertising campaigns are charged on a cost per
click (CPC) basis. That is to say, every time the user on a search engine
clicks on your ad, you’ll get charged an amount based on your overall
bidding strategy.

They can also be used for retargeting campaigns. This is where ads are
served to users who have already visited a specific website. The aim is
to “retarget” them and encourage them to return to the website to take
the same action (or an action at a different stage of the funnel).

With that in mind, let’s explore what makes a great display ad campaign
and how to put together compelling ad creative to attract your ideal
audience.

What is email marketing?

Email marketing is a powerful marketing channel, a
form of direct marketing as well as digital marketing
that uses email to promote your business’s products
or services. It can help make your customers aware
of your latest items or offers by integrating it into
your marketing automation efforts. It can also play a
pivotal role in your marketing strategy with lead
generation, brand awareness, building relationships
or keeping customers engaged between purchases
through different types of marketing emails.

Types of email
There are many different types of email that you can
send out to your customers, but it is essential that
you decide which you are going to use when you
first draw up your email marketing strategy. This
allows you to properly inform your customers what
email marketing communication they can expect to
receive, though they should always have the option
to opt-out of marketing communications.

Regular Newsletters
Newsletters are a fantastic way to keep your
customers informed of:

 New products or services. Depending on how

well you track each customer’s purchases, and
how well you segment your list, you can send
customized newsletters to specific groups of
customers based on their purchase history.
  Changes to the business. This could be
anything from introducing new employees, to
highlighting special trading hours.

 Industry news. Highlight any new

developments within your industry which may
affect your customers, which may include new
regulations, or even product shortages.
The key features of newsletters are that they are
informative, and that they are sent out according to a
set schedule: weekly, monthly, quarterly, etc.

This type of email marketing can be used to

drive sales, customer engagement, and customer
retention and brand awareness.

Welcome Message
Welcome messages are primarily used by businesses
that require customers to register online, and by
combining the welcome message with a special
offer they can be used to convert leads. If you don’t
have an online store you can still use a welcome
message (and offer) when customers subscribe to
your newsletter.
This type of email marketing can be used to
drive sales (when combined with a special
offer), lead nurturing, customer loyalty and brand
awareness.

Limited Time Offer

Limited time offers, in the form of coupons or
promotional codes that can be used against specific
products or services, can be sent to any customers on
your email list. However, marketers have found the
greatest success when sending these out only to
specific customers, often targeting customers who
have previously purchased similar items from you.
You can also use limited time offers to nurture
lapsed customers, or customers who have registered
with you but never made a purchase.

Birthday/Anniversary Message
Depending on how much personal information you collect
from your customers, you can send out messages that
recognize certain milestones: either their birthday, or the
anniversary of when they first registered with you.
Including a special offer is not necessary, but it can help
to drive sales.

This type of email marketing can be used to

drive sales, customer retention and customer loyalty.

Abandoned Cart

E-Commerce studies done over the last 9-years suggest

that more than 50% of online shopping carts are
abandoned before checkout, with the average being closer
to 70%. While there is a good chance that many of these
customers never intended on completing a purchase, there
is also no way of knowing for sure without a bit of gentle
nudging on your part; which is where the abandoned cart
email comes into play.

The abandoned cart email is an automated message that is

sent out to a customer a set number of days after they
place something in their online shopping cart, but fail to
complete the purchase. Shopify recommends sending out
no more than 3 emails: the first within 24-hours, the
second within 2-days, and the final email within 7-days of
an abandoned cart. Results will vary, but you may want to
investigate why customers are not completing sales
through your online store if your abandoned cart recovery
rate is below 5%.
This type of email marketing can be used to
drive sales, customer retention, lead
nurturing and customer retention.

Mail Chimp

Mail chimp is an all-in-one marketing platform that helps you share

emails, ads, and other messages with your audience. We call these
messages "campaigns." When you create a campaign in Mail chimp, we
give you lots of flexible settings and design options, as well as builder
tools that walk you through every step of the process.

Campaign

Any distributed content, that's created and measured in Mail chimp,

including regular emails, automations, landing pages, and ads.

Audience

A place for you to collect and manage your contacts in Mail chimp.

Contact

Someone whose email is stored in your account. A contact's email

marketing status determines what kind of content you can share with
them. Statuses include subscribed, unsubscribed, non-subscribed,
cleaned, and archived.

Choose a campaign type

We've got campaigns for all of your business goals. You'll find options
to send an email to all of the subscribed contacts in your audience, target
repeat customers, find new people on Facebook, and more.

Here are the different types of campaigns you can create in Mailchimp.

Email campaigns

There are four main types of email campaigns in Mailchimp.

 Regular

This is the most common type of campaign. Design and customize

your content, and choose whether to send immediately or schedule
your campaign for later.

 Plain-text

The simplest form of mass email you can send. These campaigns
contain only text and have no formatting options.

 A/B testing

Send more than one version of the same campaign and see which
one comes out on top. Test subject lines, From names, content, and
send times. If you're a Mail chimp Pro user, you'll have the option
to test up to eight different versions with a Multivariate campaign.

 Automated
 Automated emails send when triggered by a specific date, event, or
contact's activity. You can create a custom automation from
scratch, or use one of our many pre-built automation campaigns.

Email marketing tips to get you started

1. Create an email marketing plan.

To make the planning part easier, we’ve highlighted some best practices
you’ll want to consider when devising a strategy for your email
marketing.

Define your audience

No matter what you sell, you need to have a clear idea of who your
audience is in order to effectively communicate with them. Mail chimp
lets you dig a little deeper to segment users within your audience so you
can send them personalized and targeted emails that help increase
engagement, build trustful relationships and generate greater ROI.

Signup sources

Some of the most valuable data your signup form has to offer is how and
where subscribers sign up for your list. If you’re an e-
commerce business with your store connected to Mailchimp, knowing
where your customers joined your list can give you a better idea of how
to communicate with them and where you might want to focus your
marketing efforts going forward.

Segments and groups

Once you’ve identified smaller collections of people within your larger

audience, you’ll be able to create groups and segments to send more
relevant and personalized emails to your recipients—and the more
relevant the campaign, the better the results. There are times when you’ll
want to send to your entire list, but by segmenting users and taking
advantage of Mailchimp’s segmentation tools can significantly increase
the click-through rates and e-commerce orders your campaigns generate.

Decide what to write

Now that you know who you’re writing to, it’s time to think about your
content. What do you want to say to your audience? What is
your content marketing strategy? You’ll want to send emails with
purpose, that really speak to your subscribers, so always keep in mind
what they signed up for.

Establish your sending frequency and goals

There’s nothing set in stone about how often you should email your
customers, but if you send too often, your subscribers are likely to tune
out what you have to say or unsubscribe altogether. Some users that run
a blog or news website might choose to send daily updates to their
subscribers, while other users only send twice a month so subscribers
stay excited about their emails. Choose to send your email campaign at
your own pace, and check the unsubscribe rates and the click through
rates to adjust the frequency if needed.

Make a schedule

One way to make sure you’re staying on track is to create a content

calendar to schedule your campaigns, blog posts, social media posts, and
more.
Your email marketing schedule will depend on your industry, the types
of content you send (content marketing strategy), and your sending
frequency.

2. Design your emails

Design tips

When designing email campaigns, focus on your message and keep your
design straightforward. We suggest laying out all the elements for your
campaign in a hierarchy, putting your most important information or the
main takeaway toward the top so people can quickly scan your email if
they’re short on time.

Code your own templates

Looking to have more control over your email design? You have the
option to code your own HTML template and import it to Mailchimp.

3. Test your emails

Test in different email clients and ISPs

All email clients are created differently, which means that the campaign
you designed in Mail chimp might look slightly different in your
subscribers’ inboxes. Be sure to check the emails on mobile devices as
well as they can look different in responsive designs.

Send test emails to friends and coworkers

If you have any friends or coworkers who can check your email for
typos and give you some feedback on the layout, you can send them a
test email so they can preview the campaign directly in their inbox.

Find the best version with A/B Testing campaigns

Not sure which subject line will get the most opens and clicks? Think
there might be a certain time of day your customers are most likely to
make a purchase through your campaign? Running an A/B test lets you
experiment with different versions of your emails to see how the
changes you make impact your results.

4. What you can do with marketing automation

Unlike regular campaigns, an automation is a targeted email or series of

emails that you can set and forget. From a welcome email series
to follow up emails after a purchase to rewarding your customers with a
special incentive, automation helps you streamline your communications
with customers so you have more time to focus on creating content and
increasing return on investment (ROI). Plus, you can design, send, and
track order notifications to update customers on purchases they made
from your store.

5. Measure your performance

The marketing analytics data collected in your Mail chimp reports will

help you refine your marketing strategy going forward.

Opens and clicks

These are the most obvious statistics for measuring campaign

engagement, as they indicate how well your subject lines and campaign
content resonates with a particular list. But it’s important to consider
how your open and click through rates compare to other companies in
your industry—otherwise you’re looking at your statistics in a vacuum.

E-commerce data

If you’ve connected your store to Mail chimp and turned on e-commerce

link tracking for your campaigns, you can view purchase data for your
subscribers in campaign reports, subscriber profiles, and on the account
dashboard.

Website traffic
The campaigns you send can help you direct more traffic to your website
or online store. And there are a few integrations you can sync with Mail
chimp so you can track any trends in website traffic or e-commerce
activity after you send a campaign.