Q.1. What Are the Features of Digital Marketing?

Ans. Digital marketing includes several activities that drive traffic to your website
organically and inorganically (paid) like:

SEO: Optimising your content for search engines with keywords, link building etc.
to be found in the top search results

SEM: Search engine advertisements displayed on the top of search results which
encourage visitors to click.

Email Marketing: Sending promotional and informative emails to potential and

current customers to engage and sell.

SMM: This includes social media management and marketing; one strategy
focuses on building the brand?by providing value to customers, engaging with
them, addressing their pain points, and responding to their feedback, whereas the
other strategy is advertising on those platforms.

Content Marketing: Includes blogs, infographics, videos, etc. which deliver

information to the target consumers and is an indirect and soft marketing
method.

Paid Methods: These include Performance Marketing (PPC) or pay-per-click ads,

banners on other sites which users can click to reach the business site, carousel
ads, and more.

Q.2 What is Digital Marketing? Why is it important?

Ans. Digital marketing is a type of marketing that involves the use of various
digital platforms to market a product or service. This type of 52 marketing can be
carried out through websites, social media, and search engines. During the 1990s,
digital marketing became very popular. In marketing, a company uses various
tactics to promote its goods and services to its target market. This process
involves a combination of sales and advertising savvy.Professionals in this field
are known as "online marketers." Due to the rise of new technology and the
increasing number of marketing trends. companies have had to change their
strategies. In the past, email was a popular tool for marketing, but search engines
such as Google allowed businesses to get noticed. Social media sites such as
Facebook have also made it easier for companies to monitor their consumers.

Importance of Digital Marketing: An Omni channel digital marketing approach can

help marketers identify and target their ideal customers while opening up new
opportunities for customer engagement. As digital marketing continues to evolve,
it is becoming more important that they have the necessary tools and resources
to capitalize on these new opportunities. According to Forbes, social media is
becoming more conversational, video content is being refined for SEO purposes,
and emails will become more personalized.

Better Reach: Due to the rise of internet users, it is now more important than ever
that businesses take advantage of their online presence. This is because people
are searching for products and services online. Having the right digital marketing
strategy can help you reach your target audience at the right time. One of the most
important factors that businesses should consider is having an engaging online
store.

Increase in Brand Awareness: Large businesses can benefit from digital

marketing as it allows them to maintain their competitive advantage in an
environment that is more challenging. On the other hand, small businesses can
take advantage of online marketing to establish their brand and gain a foothold in
an already booming market.

Return on Investment: When it comes to digital marketing, the return on

investment (ROI) is a measure of how much money you are able to make from your
campaigns. For instance, if you compare the various types of marketing
techniques such as e-mail marketing, social media, and PPC, SEO is known to
produce a higher ROI. In addition to increasing revenue, organic traffic generated
by SEO is more

profitable than other strategies. Expand your Business Globally: When it comes to
expanding a business' international reach, digital marketing is a vital part of any
organization's strategy. It allows you to connect with potential customers and
develop effective marketing techniques. With the endless variety of digital

Q5. What is a CRM Platform?

Ans. CRM is software that helps businesses to manage the company's

relationships and interactions with customers and prospective customers. Inall,
it simply improves your business relationships to expand and grow your
business.

Moreover, CRM has become more essential in the digital age with digitalization.
Businesses - big or small - in various industries are working hard to collect data
from their customers and potential customers, and a CRM application helps them
to achieve it.

It helps businesses stay connected with customers, enhance their teams'

productivity, streamline processes and boost profitability.

Previously, CRM used to be all about sales. But not anymore! CRM can be widely
used for every department. It is not just sales but also marketing, commerce,
service, and IT.

A great CRM, well-equipped with a lot many features and functionalities, lets you
do a lot of things. For example, it allows you to handle all your customers'
information and centralize it along with company data in one place. So, your team
is supercharged and powered with the right information to deliver an excellent
customer experience.
The right CRM empowers your business and delights your customers.

Qus. 11
Key elements of a content marketing strategy: sWhen creating a

content marketing strategy for your brand, consider your target audience and the
touchpoints to engage with them. These are the four main elements of a content
marketing strategy: brand positioning, value proposition, measuring ROI, and
developing a plan.

1. Position your brand: First, define your brand, values, and positioning. If you are
selling chocolate, are you an artisanal chocolate bar that sources its beans from
South America, or are you marketing Amul candies Whilst a chocolate lover may
purchase both, the two types of brands appeal to different consumers.

Consider demographics and location when positioning your brand, thinking about
your competitors to strategise delivering a unique brand experience.?

2. Identify your value: Once you have defined your brand and positioning, you can
identify what value to deliver with specific types of content. You can sustain
relationships with customers through channels, such as emails or social media
presence when they follow your brand for recipe tips, aspirational lifestyle
photos, links to life hack blogs, and more. Your content offering should make
sense for your brand and convert into sales.

3. Consider your return on investment (ROI): With your positioning and value in
mind, create a compelling case for the content to drive your business forward.
Avoid wasting time and resources to produce content that does not help your
organisation achieve its goals. Develop a business case that assesses your
content strategy's benefits, risks, and budget. Your organisation must be
convinced that implementing this strategy has a high

ROL
4. Define your plan: After estimating the potential ROI, you can create a plan that
addresses how, when, and where (consider channels and mediums, as well as
regions) you'll implement your strategy. Your plan should align with your
business goals and integrate any other marketing and sales plans. With these
four parts in mind, you can create a solid content marketing strategy to

propel your business forwards.

Q.12. What is content marketing ?

Ans. Content marketing is a strategy and business process that uses valuable and
relevant digital assets like text, images, and video to attract and retain a clearly
defined audience. It's a type of?inbound marketing strategy that delivers value to
a business's audience through entertaining,

Content marketing comes in four basic forms written, audio, video, and image.
Most businesses use several forms of content to engage with their audiences
across platforms like social media, websites, and ads.

This form of marketing puts the customer at the heart of a brand's messaging.
Rather than spamming customers with advertising-laden messaging, content
marketing provides them with valuable content and engages them throughout the
customer journey.

It goes beyond pushing a product to a potential customer, instead putting the

relevant information out there and following the customer from the awareness
phase to the decision phase. Content marketing includes presenting content like
how-to guides or story-based ads that provide a real benefit to the consumer.

Q.13. Why is content marketing important?

Ans. Content marketing benefits businesses in many ways. When done right, an
effective content marketing strategy can:

1. Increase online visibility: Acontent strategy can help you attract more
customers and website visitors, especially when people are constantly looking
for solutions to their pain points. Offering educational and informative content
about a topic they're interested in can help you increase visibility online through
your website or social media accounts.

2. Generate more leads: You can increase leads when content marketing is used
to drive traffic. Since educating customers builds trust and helps them feel more
comfortable purchasing from your business, you can generate more leads and
start to develop relationships with potential shoppers.

3. Boost loyalty: Loyalty is essential in marketing and business because the more
loyal your customers are, the more repeat purchases they'll make. Offering
content that informs consumers can help them begin to build trust with your
brand and see you as a thought leader.

4. Improve authority: Developing content is ideal for improving authority and

becoming a thought leader in your industry. Not only does content help you build
trust, but it can position your brand as the most authoritative on a particular topic.

Q.14. What Is Traffic In Digital Marketing?

Ans. Digital marketing, traffic refers to the number of visitors or users who come
to a website, mobile app, or other digital platform. Traffic is a key metric for
measuring the success of digital marketing efforts, as it indicates the reach and
engagement of a brand's online presence. In this article, we will delve into what
traffic is in digital marketing, how it is measured, and why it is

important. Measuring Traffic in Digital Marketing There are several ways to

measure traffic in digital marketing, including:
1. Pageviews: This is the number of times a webpage is viewed by users,
regardless of whether they are unique visitors or not. Pageviews are a simple way
to measure traffic, but they do not provide any insights into the behavior of
individual users.

2. Unique Visitors: This metric counts the number of individual users who visit a
website during a specified time period. Unique visitors are often used to measure
the size of a brand's audience.

3. Sessions: A session is a period of time during which a user interacts with a

website or app. A session can be measured by tracking the length of time a user
spends on a website, the number of pages they view, or the actions they take.

Digital Marketing Traffic is a critical metric for measuring the success of digital
marketing efforts, as it indicates the reach and engagement of a brand's online
presence. Here are some reasons why traffic is important:

1. Visibility: High traffic levels can increase a brand's visibility, making it more
likely that potential customers will discover the brand.

2. Engagement: Traffic can also indicate the level of engagement that users have
with a brand's content or products. The more traffic a brand generates, the more
likely it is that users are engaging with its content.

3. Conversions: Ultimately, the goal of digital marketing is to convert users into

customers. Higher traffic levels can increase the likelihood of conversions, as
more users have the opportunity to engage with a brand's products or services.
Conclusion In summary, traffic is a critical metric for measuring the success of
digital marketing efforts. It indicates the reach and engagement of a brand's
online presence, and can provide insights into the behavior of individual users. By
measuring and analyzing traffic data, brands can improve their digital marketing
strategies and ultimately achieve greater success online.

Q.15. What Is Lead Generation in Digital Marketing?

Ans. In the world of digital marketing, companies clamor for customer attention.
We've all had to wade through emails bursting with marketing promotions, so it's
understandable that the majority of potential customers have little time for cold
calls and marketing material that does not resonate with their needs. That's why
digital marketers focus on identifying leads.

A lead is someone who has shown interest in your company. They may have
interacted with your brand in some way, e.g., reacted positively to a social media
post. This makes them more likely to engage with subsequent marketing efforts.
So what is lead generation in digital marketing It is the process of

targeting these prospective customers and nurturing their initial interest in

aparticular product or service. The overall goal of lead generation is to convert
the interested party into a buyer and increase your company's sales. Lead
generation in digital marketing can occur via multiple?channels,

including email and social media. Leads may be further defined by the

following categories:

information on their specific requirements

Information-qualified lead (IQL): A lead that has offered some Marketing-qualified

lead (MQL): A lead that has engaged with
your marketing team's activities

Sales-qualified lead (SQL): A lead that has expressed their desire to become a
customer.

Q.16. What Is Website Planning? Explain its importance. Ans. Website planning is
an essential initial step in the?

Ans .website

development process. It involves strategic thinking and documentation to

determine the type and specifics of the website that a business intends to build.
This includes defining the goals of the website, and the reasons why it is being
developed.

By planning out these important details, a business can ensure that its website
meets its specific needs and is optimized for success. The Importance of Website
Planning: Now that you've got the basic

definition of website planning and the two most common types of website
planning, you might wonder why the website planning process always comes
first. Reasons for this practice lie in the benefits of planning before jumping into
the building steps.

1. Save Time and Money: Detailed website planning can save money and time
when hiring third-party website development teams. A well-planned website
structure minimizes the chance of additional fees, allowing the team to work
smoothly without constant consultation. However, a loose guide can lead to
expensive additions and a messy, prolonged website development process. If you
are using an in-house team to build a website without planning, you might lose
opportunities and resources every extra day the project runs over if problems
arise.

2. Alleviate Many Design Issues: Design is crucial in web projects and should be
executed with knowledge of the end product, including content, goals, and
functions. Without prior website planning, the design team may be confused
about the overall purpose, roles assigned to each page, and objects within them.
Lack of guidance and clear planning can lead to design problems and cause
stress for those in charge.

3. Provide Better Results: Just like a business plan, a clear roadmap is necessary
to reach your goals during website development. Without it, clients may express
disappointment, stating that the website doesn't meet

their expectations or doesn't function as they want it to. This lack of clear
expectations can lead to project failure or falling behind competitors.

However, with detailed website planning, you can achieve your business goals
with better results. For instance, if you need quality leads, a comprehensive
website planning and design guide can help create a website that appeals to
customers, increases time-on-site, and boosts conversion rates.

Q.17. What is World Wide Web (WWW)? Ans. The World Wide Web (WWW or simply
the Web) is an information system that enables content sharing over the Internet
through user-friendly ways meant to appeal to users beyond IT specialists and
hobbyists. It allows documents and other web resources to be accessed over the
Internet according to specific rules of the Hypertext Transfer Protocol(HTTP).

The Web was invented by English computer scientist Tim Berners-Lee while at
CERN in 1989 and opened to the public in 1991. It was conceived as a "universal
linked information system". Documents and other media content are made
available to the network through web servers and can be accessed by programs
such as web browsers. Servers and resources on the World Wide Web are
identified and located through character strings called?uniform

resource locators (URLs).

The original and still very common document type is a web page formatted in
Hypertext Markup Language (HTML). This markup language supports plain text,
images, embedded video and audio contents, and scripts (short programs) that
implement complex user interaction. The HTML language also supports
hyperlinks (embedded URLs) which provide immediate access to other web
resources. Web navigation, or web surfing, is the common practice of following
such hyperlinks across multiple websites. Web applications are web pages that
function as application software. The information in the Web is transferred across
the Internet using HTTP. Multiple web resources with a common theme and
usually a common domain name make up a website. A single web server may
provide multiple websites, while some websites, especially the most popular
ones, may be provided by multiple servers. Website content is provided by a
myriad of companies, organizations, government agencies, and individual users;
and comprises an enormous amount of educational, entertainment, commercial,

and government information. The Web has become the world's dominant
information systems platform. It is the primary tool that billions of people
worldwide use to interact

Q 18 .What is the Internet domain.??

Ans. An internet domain is an administrative structure for organizing, delivering

and accessing services on the internet. The terms "domain" and domain name"
are often used interchangeably (in context of the internet) because the domain
structure is associated with how domains are named. Internet domains are set up
in accordance with the Domain Name Service (DNS), an application layer protocol
and service used on networks to translate host names to their associated IP
addresses. DNS is an essential component of the internet. It is implemented as a
decentralized, hierarchical system that's distributed globally across a
conglomeration of DNS servers. The service acts as a giant directory for resolving
domain names to IP addresses and IP addresses to domain names, irrespective of
where the domains are located.

The DNS system allows internet users to access content by remembering a name
rather than an IP address. For example, DNS makes it possible for users to type
techtarget.com in a browser to connect to the TechTarget website, without
knowing the associated IP address.

Internet domains are identified by unique IP addresses. These addresses make it

possible for a device connected to the internet to communicate directly with a
specific domain. DNS simplifies communications using a hierarchical naming
structure.

At the top of this hierarchy is the Root domain, which serves as the parent node for
all internet domains. The root domain contains multiple top- level domains (TLDs)
that sit directly beneath it in the DNS hierarchy. TLDs identify geographic or
purpose commonality, such as a nation or commercial enterprise. For example,
TLDs include.com, .net, .org, .gov and several other domains, including country
codes. Individual domains such as techtarget.com, usda.gov or redcross.org

sit directly beneath the TLDs. Each second-level domain is associated with a
specific TLD, as indicated by the final component of the domain name. For
example, techtarget.com is located within the .com TLD, usda.gov is part of the gov
TLD, and redcross.org is within the .org TLD. A second-tier domain can also include
subdomains, as in searchstorage.techtarget.com or
searchdatabackup.techtarget.com, which are part of the second.

Q.20. What is a One-Page Website? Explain the Benefits of One-Page

Ans. A one-page website is, as the name suggests, a website that includes
everything on one page. It forgoes the need for separate pages, such
product/service, contact, and about pages. One-page websites are also seferred
to as "one page scrolling" or "parallax" websites.

Rather than having a navigation menu that takes readers to another gage when
clicked, the browser instead jumps to the specific section of the

The Benefits of One-Page Websites: With everything in one place, a gle page site
centers the user's attention on a topic or idea. Hence, ing them to provide a better
experience on mobile devices. Removing the je crucial now that smartphones are
more popular than desktops. by click on links or tabs gives the mobile browsing
experience seamless,Upstate Laundromat is a great example of how to use the
simplified format. Here, they give the reader everything they need to make up
their mind

about a business.

Q.21. What is Google Analytics?

Ans. Google Analytics is a web analytics service offered by Google that tracks and
reports website traffic and also mobile app traffic & events, currently as a
platform inside the Google Marketing Platform brand.Google launched the service
in November 2005 after acquiring Urchin.

As of 2019, Google Analytics is the most widely used web analytics service on the
web. Google Analytics provides an SDK that allows gathering usage data from iOS
andAndroid apps, known as Google Analytics for

Mobile Apps.

Google Analytics has undergone many updates since its inception and is
currently on its 4th iteration GA4. GA4 is the default Google Analytics installation
and is the renamed version for the (App + Web) Property that Google released in
2019 in a Beta form. GA4 has also replaced Universal Analytics (UA). One notable
feature of GA4 is a natural integration with Google's BigQuery a feature previously
only available with the enterprise GA 360. This move indicates efforts by Google to
integrate GA and its free users into their wider cloud offering.

As of July 1, 2023, Universal Analytics ceased collecting new data, with Google
Analytics 4 succeeding it as the primary analytics platform. Google had
previously announced this change in March 2022. While users had the ability to
use Universal Analytics up to the July 2023 deadline, no new data has been added
to UA since its sunset. On July 1, 2024, all users, including GA

Q.24. What is SEO in Digital Marketing?

Ans. SEO means Search Engine Optimization and is the process used to optimize a
website's technical configuration, content relevance and link popularity so its
pages can become easily findable, more relevant and popular towards user
search queries, and as a consequence, search engines rank them better.

Search engines recommend SEO efforts that benefit both the user search
experience and page's ranking, by featuring content that fulfills user search
needs. This includes the use of relevant keywords in titles,?meta descriptions,
and headlines (H1), featuring descriptive URLs with keywords rather than strings
of numbers, and schema markup to specify the page's content meaning, among
other SEO marketing best practices.

Search engines help people find what they're looking for online. Whether
researching a product, looking for a restaurant, or booking a vacation, search
engines are a common starting point when you need information. For business
owners, they offer a valuable opportunity to direct relevant traffic to your website.

Search engine optimization (SEO) is the practice of orienting your website to rank
higher on a search engine results page (SERP) so that you receive more traffic.
The aim is typically to rank on the first page of Google results for search terms
that mean the most to your target audience. So, SEO is as much about
understanding the wants and needs of your audience as it is about the technical
nature of how to configure your website.

Q.25. What is Meta Tag?

Ans. Meta tags are HTML elements that provide information about the contents of a
web page to search engines and users. They help search engines understand the
relevance and context of the page and show a brief description in the search
results. Meta tags are placed in the head section of a web page and are invisible
to visitors. Meta tags are snippets of code that provide information about a web
page's content to search engines and other software that reads web pages. Meta
tags are placed in the head section of HTML code and are not visible to website
visitors.

There are several types of meta tags, but two of the most common are the smeta
description tag and the meta keywords tag. The meta descriptiondisplayed in
search engine results pages. The meta keywords tag used to be as search
engines have become more sophisticated. used to list the keywords related to a
page, but its importance has decreased

In digital marketing, meta tags are a critical component of on-page SEO They can
be used to optimize a website's content for specific keywords and phrases. Meta
tags can also help improve the click-through rate of a webpage by providing more
detailed information about the content of the page.

Q.26. How Meta Tag Works?

Ans. Meta tags provide information about the page to search engines, such as the
page title, description, and keywords. The information in the meta tags is used by
search engines to index and categorize the page, and to display the title and
description in the search results.
Meta tags work by providing information about a web page's content to search
engines and other software that reads web pages. The information contained in
meta tags can help search engines understand the content of a page and provide
more accurate search results to users. When a search engine crawls a web page,
it reads the meta tags in the head section of the HTML code. The search engine
uses this information to help determine the relevance of the page to a particular
search query.

For example, the meta description tag provides a brief summary of the content on
a web page. If the search engine sees that the meta description tag contains
keywords related to a search query, it may display the meta description in the
search results as a snippet of text, which can help the user decide whether to
click on the link.

The meta keywords tag used to be used to list the keywords related to a

page, but its importance has decreased as search engines have become more

sophisticated. Search engines now primarily rely on the actual content of a web
page to determine its relevance to a search query. It's important to note that not
all search engines use meta tags in the same way, and some may ignore them
completely. Therefore, while meta tags can be a helpful tool for search engine
optimization, they should not be relied upon as the sole strategy for improving a
web page's visibility in search results. Q.27. Why Meta Tag is Important? Explain
its benefits.

Ans. Meta tags play a crucial role in search engine optimization, as they help
search engines understand the context and relevance of the page. This improves
the visibility of the page in the search results and increases the chances of
attracting more traffic to the website.

Moreover, meta tags also provide a brief description of the page in the
search results, which can influence the user's decision to click on the page. A

well-written meta description can also improve the click-through rate (CTR) of

the page, as it gives users a clear idea of what the page is about.

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Benefits of Using Meta Tag: There are several benefits to using meta tags on a web
page:

1. Improved Search Engine Optimization (SEO): Meta tags can provide important
information to search engines about the content of a web page, which can
improve its visibility in search results. 2. Better User Experience: Meta tags,
particularly the meta description tag, can provide a brief summary of the content
on a web page, which can help

users quickly determine whether the page is relevant to their needs. 3. More
Accurate Search Results: When search engines have a better understanding of
the content of a web page, they can provide more accurate search results to
users.

4. Improved Click-Through Rates: A well-written meta description tag can entice

users to click on a search result, which can improve click-through rates and drive
more traffic to a website.
5. Enhanced Accessibility: Meta tags can be used to provide information about a
web page's accessibility features, such as whether it has been optimized for
mobile devices or is accessible to people with disabilities.

Overall, using meta tags on a web page can help improve its visibility in search
results, provide a better user experience, and drive more traffic to a website.
However, it's important to use meta tags correctly and in conjunction with other
SEO strategies to achieve the best results.

Q.28. Explain the various types of Metas tag.

Ans. Types of Meta Tag: There are several types of meta tags that can be

used on a web page, including: 1. Meta Description Tag: This tag provides a brief
summary of the content on a web page and is often displayed in search engine
results pages.

2. Meta Keywords Tag: This tag used to be used to list the keywords related to a
page, but its importance has decreased as search engines have become more
sophisticated.

3. Meta Robots Tag: This tag tells search engines how to handle the page, such as
whether to index it, follow its links, or display it in search results.

4. Meta Viewport Tag: This tag specifies how a page should be displayed on mobile
devices, such as its width and initial scale. 5. Meta Author Tag: This tag identifies
the author of the content on a

page. 6. Meta Refresh Tag: This tag automatically redirects a user to a different
page after a specified amount of time.
7. Meta Revisit-After Tag: This tag tells search engines how often to revisit a page
to check for updates.

8. Open Graph Meta Tags: These tags provide information to social media
platforms about how to display a link to a web page, including its tide description,
and image.

9. Twitter Card Meta Tags: These tags provide similar information to Open Graph
meta tags, but are specifically designed for Twitter.

Q.29. How to Use Meta Tag Effectively?

Ans. Here are some tips for using meta tags effectively on a web page:

1. Use relevant keywords: Include relevant keywords in the meta description and
meta keywords tags, but make sure not to overuse them, as this can be seen as
spammy and could harm your website's search engine rankings.

2. Write compelling meta descriptions: The meta description tag should be a brief,
compelling summary of the content on the page. Make sure to include your main
keywords and focus on the benefits of your content to entice users to click
through to your site.

3. Use unique meta tags for each page: Make sure to create unique meta tags for
each page on your site, as this can help search engines understand the unique
content on each page and provide more accurate search results.

4. Use the meta robots tag to control search engine indexing: If you don't want a
page to be indexed by search engines, you can use the meta robots tag to tell
them not to index it.
5. Use open graph and Twitter card meta tags for social media: If you want your
content to be shared on social media, make sure to use open graph and Twitter
card meta tags to control how your content is displayed on these platforms.

6. Test your meta tags: Use a tool like Google's Search Console to test your meta
tags and make sure they are being displayed correctly in search engine.

Q.35. What do you mean by On-Page Optimization? Ans. On-Page Optimization:

On-page optimization is the process of

ensuring the content is both relevant and provides a great user experience. In the
past, many businesses approached it as simply keyword stuffing, mentioning
their keywords as many times as possible within the content. This made for a poor
user experience. These days, on-page optimization includes smart keyword
targeting, where keywords are mentioned in key elements while still providing a
good user experience. This means that your content reads well, and also satisfies
what the user is actually looking for.

Changes are made through a Content Management System (CMS), meaning a

non-technical person should be able to update it. Time investment is split
between upfront work and ongoing tasks. If you have a modern CMS like Wused to
scan the HTML of a web page and identify important on-page elements, allowing
you to quickly check whether the page has been optimized or not. Mozbar is a
Chrome and Firefox extension created by Moz.com. It has

more functionality in Chrome, as do many other SEO browser extensions. In this

example of a results page from MozBar. You can see that the tool has found the
URL, the page title, the meta description tag, the meta keywords, and the H1 tag.

rate

self
Q.36. Why is Off-Page Optimization Important? Ans. Building high-quality
backlinks goes a long way when it comes to

hen

ing

creating valuable content. None of these strategies can be underrated. Search

engines use a site's backlinks to assess its quality and authority. The more links
from authoritative resources your site has, the higher its position on a SERP.

You can use Ahrefs or Moz to discover your Domain Authority (a score

from 0-100). Mind that search engines do not use this score to rank your site.

but it provides you with information on your ranking potential. If it's

The logic behind off-page optimization for search engines is the following: If an
authoritative site provides valuable content links to your site, it means that your
site is worth it. Otherwise, this linking resource won't put its reputation on the line
since it shares its power and authority with you. Then, a search engine algorithm
takes into account the relation between the content of the site that places a link
and your site. It analyzes the number and quality of other links on the linking page,
anchor text, trustworthiness, and popularity of the linking site to judge whether
your site is worth high rankings.

Q.37. Explain the Off-Page Optimization Techniques. Ans. Off-Page Optimization

Techniques: 1. Check out your backlink profile: First and foremost, you need to

have a clear picture of your situation. For this purpose, you can use various tools
like Ahrefs, Moz, Screaming Frog, or SEMrush. With their help, you'll find out the
total number of backlinks to your site, referring domains, and pages best by links,
anchors, and your Domain Rate (Domain Authority). The latter will help you
compare your backlink profile to your competitors' one and plan your strategy
accordingly.

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rank high if new sites with poor authority link to yours. You'll see tangible results
if you get links from sites with high Domain Rates, organic search traffic, related
topics, and relevant links. Note that you should never buy links since Google
penalizes this.

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3. Pay special attention to your social media: Even though social media shares are
not a ranking factor, and backlinks from social networks don't influence your SEO,
you can't ignore this powerful channel. You can increase your rankings with
branded queries. Besides, social media are kind of separate search engines.
People go to social networks to communicate with a brand, find answers to their
questions, and see some behind-the-scenes. Therefore, consider providing a
cohesive user experience and support brand

consistency across all channels. 4. Start guest posting: Look for companies that
are similar to yours so that their target audiences may need your solution. Offer
them cooperation: you'll write a valuable and expert piece of content, and they
publish it on their blog. Apart from benefiting from their authoritative link, this will
help you increase your brand awareness and outreach, drive referral traffic from
this site, and bring in new leads. However, you should be ready to provide this site
with unique and highly relevant content.

5. Try to join local listings: A local listing is a directory a user sees when googling
"...near me/nearby". Being listed on a popular directory such as Foursquare, for
example, provides you with a valuable backlink from an.
Q.44. What is Email marketing?

Ans. Email marketing is a form of direct marketing that uses messages to promote
products or services, send thought leadership pieces, or connect with their
audience in other ways. A thoughtful email marketing strategy provides
customers with interesting and valuable information to make smarter purchasing
decisions.

Simple, straightforward messages will position your company as helpful rather

than invasive or "salesy." As the email campaign journey advances, an authentic
connection of trust develops between your brand and your customers. Email
marketing helps you drive conversions and revenue by delivering quality
information that helps your customers achieve their goals. As the quality and
speed of digital experiences exploded with the rise of

social media and mobile apps, email marketers are now using tools like Al and
automation to deliver better messages at the right time.

Q.53
What is Google AdWords? How can Create a Google AdWords Account?

Ans.Google AdWords is a marketplace where companies pay to have their website

ranked right with the top organic search results, based on keywords.

The basic gist is, you select to promote your brand based on keywords

A keyword is a word or phrase the user searches for, who then sees your ad.

Your ads will only show up for the keywords you pick. Google counts the clicks on
your ads and charges you for each click. They also count impressions, which is
simply the number that tells you how often your ad has already been shown when
the users searched for that keyword.
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If you divide clicks by impressions, you get the click-through-rate or CTR. This is
the percentage of users who land on your advertised page, because they Consider
Google AdWords to be an auction house. You set a budget and a bid. The bid sets
how much you are willing to pay per.

your maximum bid is $2, Google will only show your ad to people, if other aren't
bidding more on average.

Google doesn't just want to show people the ads by the highest bidder they could
still be horrible ads. They care about their users so much that they'd rather show
them a more relevant and better ad by someone who pays less.

Therefore - Quality ads + good bid = win!

Create a Google AdWords Account: To create a Google AdWords account, visit

www.adwords.google.com/. From there you'll create your account, and set up your
first campaign. Here are the steps -

Step 1

Select your campaign type and name.

Step 2

Choose the geographic location where you'd like ads to show.

Step 3
Choose your "bid strategy," and set your daily budget. Change the default "Bid
strategy" to "I'll manually set my bids for clicks". This gives you more control and
will help you learn AdWords at a greater level of understanding.

Step 4

Create your first ad group, and write your first ad. More people click on ads when
the headline includes the keyword they're searching on. So use your keywords in
your headline when you can.

You're limited to 25 characters here, so for some search terms, you'll need to use
abbreviations or shorter synonyms. Here's the short version of your ad template-

Headline: Up to 25 characters of text

2nd line: Up to 35 characters

3rd line: Up to 35 characters

4th line: Your display URL

Step 5

Insert your keywords into the keyword field in your account. Paste in your
keywords. Start with just one set, and add plus signs (+), brackets ([]). and quotes
("") to see precisely how many searches of each type you'll get

Step 6

Set your maximum cost-per-click. Set your maximum price-per-click (called your
"default bid"). However, realize this: Every keyword is theoretically a different
market, which means that each of your major keywords will need a bid price of its
own. Google will let you set individual bids for each keyword later.
Step 7

Enter your billing information and Voila!

Ans. Determining the

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right price for a productor service can be a delicate while ensuring profitability.
This is where pricing models come in. balancing act. Companies strive to find a
modest attracts customers

A pricing model is how businesses determine the financial structure by various

pricing models available allows businesses to stra which customers will pay for
the value they receive. Understanding the offering, and overall business goals.
the approach that best aligns with their target market, product or service
strategically choose

Q.55. What is a pricing strategy?

Ans. In the simplest terms, a pricing strategy is your game plan for setting the
right price for your product or service. Sometimes known as a pricing method,
finding the right one is not just a case of slapping on a price

tag; it's a calculated move. The strategy you choose directly influences how your
target audience perceives your brand and how much revenue you can make.
Understanding which strategy aligns with your business goals and market is
crucial.

The three main pricing strategies: There is no such thing as the best pricing
strategy, but there are three major types that dominate the market: cost-based
pricing, competitor-based pricing and value-based pricing.
1. Cost-based pricing: This strategy involves setting the price by adding a markup
to the cost of producing or acquiring the product. 2. Competitor-based pricing: In
this approach, you set your price based known as a competitive pricing strategy.
on what your competitors are charging for similar products or services. Also

3. Value-based pricing: This strategy sets the price based on the perceived value
to your target customers, and it's often the go-to choice for companies if they
have the flexibility to choose, as it tends to maximize profits. Q.56. What do you
mean by PPC Cost Formula? Give its Importance.

highly competitive E-commerce environment, businesses

employ various digital marketing strategies to drive traffic to their websites and
Pay-Per-Click (PPC) represents one of those strategies. PPC is essentially an
online marketing model hinged on the ad monetizing structure where advertisers
pay a fee every time their ad is clicked by an online user. It's a way of buying visits
to a site, rather than attempting to earn visits organically. Search engine
advertising, such as Google Ads, is one

. In a

of the most popular forms of PPC.

Formula

Pay-per-click Advertising cost ($) / Number of Clicks.

Example For instance, if you pay $10 for a PPC ad and it gets 50 clicks, then your

pay-per-click cost is $10/50 = $0.2. This means you pay 20 cents for each click.
Q.57. What is Ad Rank? How is Ad Rank Calculated?

Ans. Ad Rank determines the position of a pay-per-click add in relation to other

ads on a search engine results page. Search Engines want to provide relevant ads
to match what users are seeking and therefore, look for certain factors.

Ad Rank Calculation The following factors are used to calculate ad rank:

1. Bid Amount: rank is determined by the amount bid. Tthe highest bidder does not
need to pay their maximum amount or bid, rather, they pay the price that would
keep them in their position--given the other factors as listed below in relation to
the other adds.

2. Expected Impact of Ad Formats: phone numbers, addresses, web domain names,

links, and other such enhancements will increase the format impact.

Components of Quality Score which include:

Expected Click Through Rate: search engines rely on users to decide which ads
are important for various search queries by "voting" with their clicks

Ad Relevance: search engines will analyze words on an ad's page to see if it is

relevant to the search query (this prohibits anyone from bidding for a space for
queries or keywords that have no relevance to their product or services

Landing Pages: pages that help users find what they are looking for and are
relevant to help users complete their desired action are ranked higher

increase their visibility.

Q.63. What is a Bid Strategy? Write its types.

Ans. A bid strategy refers to a structured approach that advertisers use to
determine how much they're willing to pay for a given advertising placement or
action. This is often associated with digital advertising platforms like Google Ads
or social media ad networks, where advertisers bid against each other to secure
prime ad space. The strategy combines the advertiser's objectives, budget, and
desired outcomes to effectively allocate

their resources.

Types of Bid Strategies:

Cost-per-click (CPC): Advertisers pay every time a user clicks on

their ad. Ideal for driving website traffic. Cost-per-mille (CPM): Advertisers pay for
every thousand ad impressions, regardless of user action. Suitable for brand

awareness campaigns. Cost-per-acquisition (CPA): Advertisers pay when a user

takes a specified action, like signing up or making a purchase. Best for

conversion-focused campaigns. Cost-per-view (CPV): Used mainly in video

advertising. advertisers pay when a user views their video.

Target return on ad spend (ROAS): Focuses on achieving a desired return on

advertising expenditure. Ideal for businesses

Q 65 what
Is Social Networking? How does Social Networking Work?

Ans. Social networks are websites and apps that allow users and

organizations to connect, communicate, share information and form

relationships. People can connect with others in the same area, families, friends,
and those with the same interests. Social networks are one of the most important
uses of the internet today.

Popular social networking sites such as Facebook, Yelp, Twitter, Instagram and Tik
Tok enable individuals to maintain social connections, stay informed and access,
as well as share a wealth of information. These sites also enable marketers to
reach their target audiences. Social networking sites have come a long way since
the first social

Q.71. Write short note on Facebook Marketing. Ans. Facebook Marketing: In order to
market business successfully on

Facebook, it is required to have an idea about Facebook's unique

Paportunities and further knows how it is different from other media People
thought Facebook as view of fun social space where application for chat to
friends, check out photos and videos will apply. Facebook is big which serves as
largest social network across world having more than 1.23 billion active users
with which 62% of total logs into daily basis. With such a large user base, thereby
ignoring Facebook option for marketers. It is found that Facebook advertising
platform allows zeroing in and specifying the type of people looking for. It helps in
targeting with respect to location, demographics and interests. Marketer's uses
Facebook Graph Search to

research engaging campaigns based on what's already being shared. Facebook

contains three tools such as pages, ads, and groups which can be combined for
greater reach. can be used by anyone. Each of these options has its own purpose,
and they Pages: It is seen that Facebook pages

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disadvantages. like and Like page located below an advertisement and contains
advantages and even types of devices for browsing. It allow users to close ads
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Advantages: Ads have powerful targeting parameters.

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10

networking site, SixDegrees.com, was launched in 1997. Today, the world is rapidly
adopting newer social networking platforms. According to DataReportal, a Kepios
analysis from January 2022 indicated that there are more than 4.74 billion social
network users worldwide.
Q 74.Explain How Linkedin will help to promote business,
Ans. Advertise on LinkedIn: Linkedin is a social network of business
professionals having more than 170 million members which is important for
effective advertising opportunities. The location and target options of advertising
on social network serves as strong key differentiator with PPC advertising outlets.
It seems that LinkedIn serves as only choice for B2B marketing and serves as high
platform for quality leads. It serves as an precisely. important strength in high
quality data that can be precise to target audience

LinkedIn Ads results in painfully with simple to start using with smoothest
systems for fast going. The options in LinkedIn's advertising allows flexibility and
affordability in order to meet target audience in forming membership. leads,
growing network, recruiting employees or growing companies

Setting up LinkedIn Ads: There are several ways in which the advertisement in
LinkedIn can be set. After signing in LinkedIn Advertising you will soon be
prompted to start your ad. On stopping, you are asked whether you are running
with ads for yourself or for company. It is normally seen that mostly the ads are for
company. For posting ads, you need to have on top right of screen. business
account which is normally present under dropdown of name located

It is seen that LinkedIn will directly enter through its database for

locating company which on typing will allow you to show particular company
Also, we see that LinkedIn Social Ads serves as an effective way which
encourages LinkedIn members so as to share messages and recommend
products. It seems that Social Ads uses similar targets with LinkedIn advertising
options which shows social throughout LinkedIn community The endorsements of
trusted contacts are highly influenced way so as to add credibility and gives
impact to company messages. It is found that Social Ads easily endorses
members of company and share insights and updates