Digital Marketing
– it's an art. Promoting your product/website using various online methods like
sharing on social media. Types – SEO | PPC | SMM | EMAIL | CONTENT |
MOBILE | AFFILIATE.
Advantages –
Global Reach Local Reach Cost Effectively Effective Targeting Easy to Learn
Why digital marketing
As per a survey, 56% of businesses are modifying their business
models to capitalize on digital opportunities and many businesses work
completely online so digital marketing surely has a huge scope, and my skill
sets also match the requirements of digital marketing so it makes a perfect
career opportunity for me
WEBSITE is a collection
of web pages that is accessible from the internet throw a web browser and
pointing with one domain (URL). www.uttrakhandguide.com
| web pages – Collection of info. Ex. Text, image, audio, video, etc.
Static website – where
the user cannot change, only view and developer change with coding part HTML,
CSS
Dynamic website – The
user can be changed. Users can post, create accounts, etc.
A responsive website is a website developed using RWD (Responsive Web Design). It quickly
responds to user interaction because it is compatible with multiple browsers
and devices. RWD adjusts the website’s layout according to the viewport size
and the device orientation.
Web hosting is the
www equivalent of buying a property. Web hosting companies will provide you
with space to build your website. The server will have to be connected to the
Internet for this hosting purpose.
Domain – A domain
is a web address/ web URL which is accessible on the internet through web
browser that follows TCP IP protocol provided by WWW (World Wide Web) |
TCP/IP stands for Transmission
Control Protocol/Internet Protocol.
Top Level Domain (TLD)
is one of the domains at the highest level in the hierarchical Domain Name System of the Internet after the root domain. The “.com” in “google.com”
Country Code Top Level Domain (ccTLD)
Any domain that is specifically created for a country. Here are some examples
of ccTLD:
.us for the United States .uk for the United
Kingdom .au for Australia .in for India .de for Germany
There are many, many others and each has its
own rules for registration.
Generic Top Level Domain (gTLD)
Any domain that is available for general purposes. The most common gTLD is the
famous .com. There are many other gTLDs .net, .org, and .info for example.
New Top Level Domain (nTLD)
Hundreds of new TLDs are being made available for very specific purposes,
things like .cars and .loans. They’re being listed as new top level domain, but
I like to call them Niched TLDs.
Legacy Top Level Domain (lTLD)
Some are trying to coin the phrase Legacy TLD for some reason,
assuming that very old extensions will eventually phase out. Who knows!
PROCESS OF BUILDING WEBSITE
BOOK DOMAINS – Search Domains available or not
LINK DOMAIN & HOSTING – from DNS
Management
C PANEL – Encrypt SSL & INSTALL WORDPRESS
CONTENT MANAGEMENT SYSTEM (CMS) is software that stores all the data such as text, photos, music, docs,
etc. and is made available on your website. It helps in editing publishing and
modifying the content of the website.
Features
User management – subscriber, contributor,
author, editor, administrator
Media management – tool for the management of the
media files and folders
Theme system – allows modifying the site view
and functionality
Extend with Plugins
SEO – provide SEO tools that make on-site SEO
Simple
Multilingual –
WordPress for Building websites
Free
Open-Source CMS
Easy to customize
SEO friendly
Not required experts in coding language
Safe & Secure.
WordPress is software originally to build blog
websites. (60% Share CMS Market)
WordPress.org – open source often called
self-hosted WordPress.
WordPress.com – for-profit, paid service
powered by wordpress.org software.
WordPress.org – open source often called self-hosted WordPress.
WordPress.com – for-profit, paid service powered by wordpress.org software.
WordPress.org
Free Software
Organic Domain & Hosting Yourself
Control & Flexible to use theme, plugins
customization.
Take more time as comparison with
wordpress.com
Maintenance yourself
Price is less
If require domain name, self-hosting services.
premium theme and plugins that time will expense as compare to .com
Wordpress.com
Paid service
Free domain/hosting with wordpress.com
Limited customization depends on the price
plan
Take less time to set up a website
.com had easy maintenance & and security
easy to access to email
Bundle package of services.
WordPress Plugin
WooCommerce
WP Forms
Yoast SEO
All in One SEO
WP Rocket
Working of Search Engine
Crawler – visits different websites – crawls
the website/understands the content
Index different websites in different categories
and store in the Database
Make a Query on Google – display result (according
to SE ranking algorithms)
organic and paid results?
Both organic and paid results are types of
search results on SERP shown based on quality and relevance to the use query.
Organic results are not paid to show up on SERP. It is very hard to rank high
organically, and it requires SEO.
Paid results require bidding on keywords, and
based on the Max CPC (cost per click) and quality score, they are positioned
above the organic search results on SERP, and these are paid advertisements.
The more you score, the less money you need to pay.
SEO – SEARCH ENGINE OPTIMIZATION is the process of optimizing our website according to search engines
with the help of keywords for increased organic tariff & visibility in
SERPs.
SEARCH ENGINE – a
web-based tool that finds accurate and relevant information through World Wide Web.
Google, Bing, Yahoo, DuckDuckGo, Yandex,
YouTube, Amazon, Baidu etc.
WWW - World Wide Web. It is a collection of
websites stored on web servers, which are connected to local computers. more
quickly and efficiently.
Web crawling – is the process where a web
crawler software travels along the web checking your content, link image site,
page to page—crawlers, bots, user agents, spider Bot, spider, etc.
What is SEO indexing vs crawling?
Crawling is the discovery of pages and links
that lead to more pages. Indexing is storing, analyzing, and organizing
the content and connections between pages. There are parts of indexing that
help inform how a search engine crawls
1994 Yahoo – Jerry Yang, David Filo – Slurp bot.
1998 Google – Larry Page – Google bot.
2009 Bing – Steve Ballmer – Bing bot.
DuckDuckGo – Gabriel Weinberg – DuckDuck bot.
Yandex – Elena Kolmanovskaya – Yandex bot.
Baidu – Robin Li – Baidu spider.
SEO working
search engines such as Google and Bing use
bots to crawl pages on the web, going from site to site, collecting information
about those pages and putting them in an index. Think of the index like a giant
library where a librarian can pull up a book (or a web page) to help you find
exactly what you're looking for at the time.
Next, algorithms analyses pages in the index,
taking into account hundreds of ranking factors or signals, to determine the
order pages should appear in the search results for a given query. In our
library analogy, the librarian has read every single book in the library and
can tell you exactly which one will have the answers to your questions.
Our SEO success factors can be considered
proxies for aspects of the user experience. It's how search bots estimate
exactly how well a website or web page can give the searcher what they're
searching for.
ON-PAGE SEO is the process of optimizing our
website according to the search engine with on page elements like Design,
coding, and content like title, meta, h1, sitemap, etc.
On-page SEO (search engine optimization)
refers to the process of optimizing pages on your site to improve rankings and
user experience. Elements of on-page SEO include:
Title tags, Internal links, HTML code (H1, H2,
H3, H4, paragraph), URL optimization, On-page content, Images & User
experience (UX).
Dwell Time – is the actual length of time that
a visitor spends on a page before returning to SERP.
Bounce Rate – is Calculated when someone
visits a single page on your website and does nothing on the page before
leaving.
Keyoword is a word or phrase that describe the
content on your web-page.
Keyword in SEO – it’s the word or phrase for
which you want a specific page to rank.
Short Tail Keywords less than 3 words
Long Tail Keywords more than 3 words
Navigational Keywords are used when user wants
to find the specific brand, website, location
Commercial Keywords are keywords that show’s
user’s interest to search for specific products or services.
Transactional Keywords are keywords that shows
strong intent of user to buy or take action on a product or service.
Informational Keywords when user want find
information form search engine
Ex what is height of mount everst? How to cook
maggi?
Latent sematic Indexing keywords are keywords
related term or phrase that search engine use to categorize a webpage topic
Latent – Hidden/Unclear
Sematic – Meaning
Indexing – Google Indexing
Dwell Time – is the actual time that a visitor spends on a
page before returning to SERP.
Bounce Rate – Calculated When visitors are on your website
& do nothing before leaving the page.
Keyword Frequency - number of times a particular
keyword appears in a web page content.
Keyword Difficulty - gives the measure of how
difficult it is to get ranked for a particular keyword based on its high usage.
Keyword prominence - the prominent placement of
keywords (on the header, in the opening paragraph, at the start of a sentence,
in meta tags, etc.) | PROMINENCE - IMPORTANT
Keyword proximity - The distance or proximity
between two keywords within a body of text on a web page is called keyword
proximity. | PROXIMITY - DISTANCE
Keyword density - Keyword density is the ratio or
percentage of keywords used on a specific page. Around 3 to 4 percent is
considered best practice.
Keyword Stuffing - is considered to be a form of
the black-hat SEO method. When you use the same keywords over & over again
in your website content & Google could get your website penalized.
Keyword Stemming - Google's capacity to
recognize and understand the different forms of the same word in a specific
search query.
What is the most important area to use
keywords? –
Title, description, h1 Tag heading, alt tags,
url
Meta title
Meta description
URL
Page content
Image alt tag
Subheadings
Anchor Text
1. URL OPTIMIZATION -
Short & Cresap
Include primary keyword
Use hyphen - instead of underscore
Lower case only
2. META TITLE TAG (60-65 Characters | 580
Pixels)
Include Primary Keyword
Include Brand Name
Do Not do keyword stuffing
Avoid Keyword Cannibalization
Be creative
Avoid Longer Title
3. META DESCRIPTION (100-120 Characters | 920 Pixels)
/ 155/160
4. HEADING TAG OPTIMIZE
Focus keyword with H1, H2, H3
Use H1 only once with the primary keyword
Remaining keywords H2 to H6
5. META TAG (Use 2-3 Keywords | Under 160 Characters)
6. ANCHOR TAG
A hyper link redirect to another page. This is
clickable link
Put only relevant link
Internal anchor tag | Exernal Tag
7. CONTENT OPTIMIZATION: KEYWORD DENSITY -
Less than 5 %
Use LSI Keywords
Target long tail keyword
8. CONTENT OPTIMIZATION: GRAMMER
9. KEYWORD CANNIBALIZATION – When you have
various webpages or articles on your site that can rank for the same search
query in search engine.
10. ALT ATTRIBUTE – Alternate Tag, Alt name
11. IMAGE OPTIMIZATION – Image compress
Plugin – wp optimize – cache, clean, compress
12. INTERNAL LINK – when you link one of your
pages to another page of your | Link only its necessary
EXTERNAL LINKS – If another website link to
you, this consider an external link to your website
13. CONTENT OPTIMIZATION: PLAGIARISM – The
process or pratice of using another person’s idea or work and pretending that
it is your own.
TECHNICAL SEO: includes improving the
technical factors of the website to increase the ranking of its pages in the
search engine
Check List
Sitemap.xml
Sitemap.html
Robots.txt File
Page load time
Optimization of JS & CSS
SSL Certificate - Secure Socket Layer
Canonical Tag - Remove delicacy Only open the main
domain
Redirection (404, 301, 302)
W3C Validation
Open Graph Tag - it created by facebook to standardize the use
of metadata within a webpage to represent the content of a page.
OG Gernerator – smallseotool – Ad in header
section
Structured data Schema markup : A type of
structured data that you can add to your website to help search engines better
understand your content.
It tell search engine about your website
It improves appearance of your website on SERP
Organisation Recipe Article FAQ Breadcumps
Local Business Event Person Videos
Schema markup Generator – Technical SEO.com
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Sitemap – is a list of your website URLs. It
acts as a roadmap to tell search engines what and where content available for
better crawling.
Sitemap.xml (For Crawler) – An XML sitemap is
a file that lists a website’s important pages so that search engines can crawl
them all.
Submit Sitemap.xml – XML-sitemap.com – Generate
cPanel – File manager – Public.html - upload file
WordPress – Yoast SEO Plugin – General –
Features – XML Sitemap - ON
Sitemap.html (For Audience) – An HTML sitemap
is a list of links to the main pages on the website. It helps the user find the
desired section or page on the website. When a website is big or large users
confuse while negative websites.
Process of sitemap:
Sitemap generator: write on Google sitemap
generator (Download the report)
upload on server: Upload this file on cPanel-
file manager- public html(upload)
Submitting sitemap to search console
All in SESO – Enable Sitemap
Robots.txt – it is used for disallowing/allowing
any pages, folders, and whole website for a crawler.
Robots.txt is a text file which is used to
provide instructions to the search engine crawlers.
User-agent:* (* - all search engine bot)
Disallow:best-place-uttrakhand
Disallow:/cgi-bin
Disallow:/about-us
Disallow:/menclothing
Allow:/menclothing/tshirt
cPanel – Filemanger – Public.html – upload
file
wordpress all in seo – tools – robots.txt
if you want to allow whole website for all
search engine crawlers.
user-agent:*
allow:/
OR
user-agent:*
disallow:
If you want to block whole website for all
search engine crawlers.
user-agent:*
disallow:/
If you want to block whole website only for
google.
user-agent:googlebot
disallow:/
If you want to block any folder for all search
engine crawlers.
user-agent:*
disallow:/folder name/
If you want to block any files for all search
engine crawlers.
user-agent:*
disallow:/file name
upload this notepad on server(Robots.txt file
on server/Cpanel/file manager/public html)
400- Bad Request/Mistype
The request is not understood by the server
due to incorrect syntax.
401- UnAuthorized – when the user entered the wrong user or password
The HTTP 401 Unauthorized client error status
response code indicates that the request has been applied because lack of valid
authentication credentials for the target resource.
403 Forbidden – Prohibited
The HTTP 403 Forbidden client error status
response code indicates that the request has been applied because lack of valid
authentication
404 Not Found error – This means URL not
recognize
Error 404 basically means that the
webpage you are trying to access could not be found on the server, and it
is a 'client side' error, meaning on your side. ... Every time you attempt to
access a web page, your computer is requesting data from a server using HTTP
(or Hypertext Transfer Protocol).
500 Internal Server Error – The Server has
encountered situation it doesn’t know how to handle.
301 Redirect 301 redirect indicates that a
page has permanently moved to a new location, meanwhile, a 302 redirect says
that the page has moved to a new location, but that it is only temporary
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Off-Page SEO – It is the process of promoting our website from another good quality website.
The Main Goal of OFF-PAGE SEO is to Bring an Audience
& link from High Authority Platforms.
Search Engine Submission –
freewebsubmission.com (50 Search Engines)
Free Classified Submission –
Thewebhostpitality.com
Image Submission – Pinterest, Flickr, etc.
PDF/PPT Submission – slideshare.net (use
hyperlink)
Social Bookmarking – Pinterest, Reddit
Forum Posting Guest Blogging – letsdikuss.com,
Quora.com
Press Release Submission -
Infographic submission – Pinterest, Reddit,
SlideShare, Instagram, etc.
Video Submission – Vimeo, YouTube, scoop.it, Tumblr
Q&A Submission – Quora, ash, com, Answers.com,
LinkedIn
Article Submission – Sites. Google, Quora,
blogs. findmaster.com
Backlinks - inbound links are also known as
backlinks and are links coming from another domain to your domain. | Backlinks
are important for SEO because they represent Trust from one website to another website
& pass link juice to your website.
Link juice is the term used in the SEO world
to refer to the value or equity passed from one page or site to another. This
value is passed through hyperlinks. Search engines see links as votes by other
websites that your page is valuable and worth promoting.
No Follow Backlink is a link which does not
pass authority on to the website. It is linking to the no follow Tag tells
Search engines to Ignore that link.
Do Follow Backlinks passes to high authority
All hyperlinks are do follow links by default
unless specified as nofollow links. When search engine crawlers find a link,
they crawl the page and pass the link juice as a vote of quality. The do-follow
links from high-authority sites will help a site rank better in SERP by being quality
backlinks.
Nofollow links are coded in a way that search
engines do not crawl them or count them as votes of quality. You can use this
when you want to link third-party sites on your website without passing the
authority to those sites.
Domain authority (a metric developed by Moz)
is a search engine ranking score, which ranges from 0 to 100. The score
predicts how well a website will rank on SERP. The higher your DA, the better
chances you have at ranking higher.
While DA (domain authority) explains the
authority of your entire website, PA (page authority) describes the authority
of a specific/individual page based on quality backlinks, social sharing, etc.
DR: DR stands for Domain Rating. It is a
metric developed by Ahrefs that measures the overall authority of a website's
backlink profile. DR is scored on a scale of 0-100, with higher scores
indicating a stronger backlink profile.
UR: UR stands for URL Rating. It is also a
metric developed by Ahrefs that measures the authority of a specific URL based
on its backlink profile. UR is scored on a scale of 0-100, with higher scores
indicating a stronger backlink profile for that specific URL
SEO Report
A Seo report is a summary that shows how your website
is performing. It is used to display your SEO results on your website.
Essentials of a Perfect SEO Report
Define your KPI
Traffic & Traffic Sources
Conversion
Show progress overtime
Be Transparent
4. Local SEO
Local SEO is increasing your online presence
in your community and promoting your products or services to local customers.
For this, update your Google my Business Profile including Google Address
Verification, business hours, description, reviews, and photos. The search
engine results pages will look at proximity, relevance, and prominence based on
the user's search query, and select your business if you meet various
requirements.
Most Important Ranking Factors
quality content, quality backlinks, User
experience mobile optimization, page speed, domain strength, domain authority,
social signals, HTTPS, schema code etc
Tell me about 10 ranking factors suggested by Google
Quality Content
Quality Backlink
Mobile Friendly website
Proper Keywords Optimization
Loading Speed
User Experience
Schema markup & structured data
SSL Certificate (Security of website)
Social Signals
Internal & External Linking
Domain Authority
Google’s have 200 Ranking Factors:
Quality Content: The most important SEO
factor. Google wants to show users high-quality, informative, and relevant
content.
Backlinks: Links from other websites to
your website. They act like votes of confidence. The more high-quality
backlinks you have, the higher your website will rank.
Technical SEO: The technical aspects of
your website, such as its website speed, mobile-friendliness, and
crawlability. Make sure your website is technically sound so that search
engines can easily index and understand your content.
Keyword Optimization: The process of
using relevant keywords throughout your website’s content. This helps search
engines understand what your website is about.
User Experience (UX): A measure of how
easy and enjoyable it is for users to use your website. Google wants to show
users websites that provide a good UX.
Social Signals: The likes, shares, and
other social interactions that your website’s content receives. Make sure your
website is shareable and encourages social interaction
62. What are white-hat SEO and black-hat SEO?
White-hat SEO is a type of SEO that follows
the guidelines of search engines. It doesn’t involve the manipulation of search
engines to rank higher, or deploying questionable methods.
Posting quality and valuable content.
Using content-relative keywords.
Conducting keyword analysis and keyword
research.
Writing keyword rich page titles and meta
tags.
Well-structured markup language.
Backlinking to sites that are relevant
and valuable.
Simple website navigation and
good website structure.
Adopt a mobile friendly approach.
Fast page loading times and responsiveness.
Website analysis and redesign.
Black-hat SEO violates search engine
guidelines and manipulates search engines to improve their ranking on the
search engines. If a website is found guilty of keyword stuffing, cloaking,
link exchange, link farming, PBN, buying links, link hiding, using doorway or
gateway pages, etc., then it gets penalized.
Keyword stuffing - Keyword stuffing is the
practice of inserting a vast number of keywords onto webpage content in attempt
to artificially increase a webpage or websites ranking on SERPs.
Link farming -
Link farming is a black hat tactic whereby a website, or group of websites, are
created for the sole purpose of increasing the link popularity of another site
by increasing the number of incoming links. These websites, often called link
farms,
Hidden texts and links - It involves hiding
text from users and only showing it to search engines. Hidden text can enhance
user engagement, increase accessibility, and increase crawl rates.
Cloaking - Cloaking refers to the practice of
presenting different content or URLs to human users and search engines to
improve websites search engine rankings for certain keywords. Some websites use
this technique to generate traffic on their website at the expense of user
experience.
Doorway pages - Doorway pages are pages on
your website which have been created to rank for specific or similar search
queries. These are bad because the search results can end up with numerous
similar pages in them, where each result leads the user to the same website.
As you can probably assume, grey hat SEO sits
somewhere in the middle of white hat and black hat tactics. Essentially it is a
SEO strategy that combines white hat and black hat SEO to improve search engine
rankings and visibility for a website.
It is difficult to accurately define what grey
hat SEO is because it changes intermittently, so what is considered grey hat
one year could be classified as black or white hat the next.
Click-through rate or CTR is the ratio of
users who click on a specific link to the number of total users who view it on
a web page or other medium.
Bounce rate is the percentage of visitors who
exit the website from the landing page without visiting any other pages or
without any activity. It is the ratio of a single-page session to all sessions
on a website.
how can you measure
the success of an SEO campaign or strategy?
How do you measure SEO success?
The success factors of an SEO project may vary
on the type of business and its objectives. In general, these are the core
metrics or key performance indicators (KPIs) to consider:
a) Keyword rankings
The primary keywords related to the products
or services should be performing well. If you have brought most of the primary
keywords on the first page of SERP, it is a success.
b) Monthly website traffic
There should be a significant rise in website
traffic over time. It is a crucial metric as the motive behind first-page
rankings is eventually to bring the relevant users to the website.
c) Click-through rate (CTR)
CTR is another important metric to measure the
success of an SEO project. It is because if your keywords are ranking but
significant traffic is not coming, then it means your CTR is poor. To improve
this, the meta title and meta description need to be optimized.
d) Bounce Rate
The bounce rate shows the percentage of
visitors leaving the site without interacting or taking any action. If you have
significantly reduced the bounce rate, it is a success factor.
e) Conversion Rate
The rate of visitors coming to your site and actually converting is the conversion rate. You can measure conversion on the basis of your goal, like users signing up for a newsletter, buying a product, submitting the inquiry form, etc.
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