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DM M2S2 v1.0 010819
DM M2S2 v1.0 010819
Session No. II
Version 1.0
Digital Marketing
Material from the published or unpublished work of others which is referred to in the Class
Notes is credited to the author in question in the text. The Class Notes prepared is of 7,726
words in length. Research ethics issues have been considered and handled appropriately
within the Globsyn Business School guidelines and procedures.
Table of Contents
1. Elaboration of Different Concepts ......................................................................... 6
2.2.3. Audit for the Social Media presence of the website ..............................................11
References ................................................................................................................... 43
(Leist, 2019)
The value of a keyword is determined based on two different parameters like the level of search
volume compared to the competition level and secondly the rate of conversion generated by it
which in turn contributes in enhancing the level of revenue generation potential for the firm
(Leist, 2019).
Researching keywords for conducting a SEO Strategy is essentially carried out based on a
series of steps that are underlined as follows:
The first essential step is to identify the diverse topics for which the searching of
information needs to be carried out. Herein, research needs to be conducted based on
the significance of the topics wherein greater the number of searches carried out against
a particular topic, greater is the degree of its significance in regard to attracting the mind-
set of the target audience.
Large numbers of keywords are required to be filled for carrying out further searches
associated to the different types of topics identified in the previous case. The selection of
different types of keywords contributes in generation of a keyword bucket that helps in
carrying out relevant searches for different types of terms.
Search engines like Google.com enable in gaining access to greater number of
keywords that are relevant to a specific term for which the query was carried out. The
additional or suggested queries appearing at the bottom of the search list ideally help in
enhancing the level of keywords.
An admixture of both the head terms and keywords developed based on shorter phrases
and generally of generic category and long-tail keywords that are developed based on
the incorporation of three or more keywords are needed to be carried out for enhancing
the research activity associated with keywords.
Finally, it is also required of the digital marketers to understand and evaluate the manner
in which the competitors would tend to rank the different keywords that had been
selected to constitute the keyword basket. The understanding and the evaluation of the
manner in which the competitors rank the different keywords that tend to match the
selected ideally help in understanding the significance of the chosen keywords (Kumar,
2014).
1.2. Workings of Google
Google acts as a leading search engine that ideally helps in narrowing down the searches
conducted on it. Keywords are identified for carrying out searches along diverse categories
associated to images, maps, commercial offerings like products and services rendered by firms,
scholarly papers and peer reviewed journals, contents associated to books and videos and
likewise. Google as a search engine operates based on a set of different algorithms for helping
in the carrying out and also in helping in the determination of effective search results. Like other
search engines different set of programs like web spiders and also web crawlers that act as
automated tools for carrying out relevant searches are used by Google for generation of large
sets of search results associated to the different queries (Schmidt & Rosenberg, 2014).
Further, Google also serves in ranking the different searches generated on its result page that
ideally helps in determining the relevancy of the search results. The relevancy score for each of
the different web pages are determined and assigned based on using an effective algorithm
identified as the PageRank. The page ranks of the different web pages are essentially
determined based on two broad factors like the number of times the keywords are used in the
same and also the length or duration for which the web pages have existed on the search
engine. In that, the number of keywords provided is lesser than the average required for a
specific web page it is taken to have low page rankings wherein the research is carried out
based on the specific keyword. Again, the web pages that have existed for a longer time
framework tend to get higher rankings on Google compared to those existent for shorter to
moderate durations. Google also focuses on determining and evaluating the number of web
pages that bear linkage to an effective website for understanding the relevance of the same
(Schmidt & Rosenberg, 2014).
1.3. Factors determining SEO Ranking
A set of different factors ideally contribute in determining the ranking of the different SEO pages.
The same are highlighted as follows:
In the first case it is highly needed for having a secure and also an accessible web
platform that can be reached by Google bots in an effective fashion. Herein, Google
focuses on visiting the websites for gaining an effective understanding of the type of
contents present in the site. The website on the other hand needs specific tools like a
robots.txt file that would help Google in understanding where to access information from
and where it cannot access. It also needs a site map that acts as an effective navigation
tool which helps Google to effectively access a list of different web pages.
The greater the speed at which the web page can be downloaded essentially helps in
gaining a higher ranking on the SEO platform.
Again, the degree of mobile friendliness of the different websites acts as a strong
determinant for deciding on the level of the page rankings for them. The growth of use of
mobile phones and tablets by users has in turn widened the scope for higher page
rankings for the web pages that have been devised to act based on multiple platforms
(Maya, 2018).
Further, the originality and also the optimality of the contents furnished along the
different web pages ideally contribute in generating higher page rankings for the
concerned websites. Usage of multimedia contents like videos and podcasts on the
websites further help in enhancing their relevancy and thereby attract higher page
rankings. The above endeavour can be effectively carried out based on the designing of
LSI keywords. The use of such keywords would help Google find an effective
association between different words to arrive at desired results. An example can be
taken on such basis as to integrate the word, ‘mini’ to car rather than to other offerings
as skirt or again vice-versa.
It is also observed that generation of longer contents of 2000 words or more for a
specific topic tends to attract larger viewer attention than that of shorter contents. The
availability of longer contents associated to a specific issue or product or service brand
drives viewers’ interests in not only viewing and reading the same but also generates
more number of likes and shares (Shenoy & Prabhu, 2016).
Again, using of keyword phrases along different sections of the document and also the
use of different header tags like h1 as the main title and h2 and h3 as subtitles ideally
contribute in enhancing the quality of formatting carried out. Likewise, the development
of meta descriptions based on the involvement of around 160 characters ideally
contributes in attracting the attention and interest of the visitors to the different posts.
The meta descriptions to be interesting and appealing are needed to bear the keyword
phrases identified for constructing of keywords.
Further activities for generating higher SEO rankings can be enabled in terms of
incorporating the different keyword phrases for tagging of different pictures and other
multimedia posts. The same enhances the relevancy of the different contents to the
readers and users of the same.
Ranking of SEO articles on search engines are also determined by other three
parameters like ‘Clickthrough Rate’, ‘Bounce Rate’ and finally the ‘Dwell Time’.
Clickthrough Rate or CTR determines the number of visitors that focus on gaining a visit
to the site after viewing the site’s entry in along the different search results. Bounce Rate
on the contrary reflects the number of bounces or the number of visitors that had
bounced back away from the site in that the same had failed in providing them with
needed information. Finally, the ‘Dwell Time’ as a measure focuses on understanding
the time for which the visitors stayed or dwelled on the site after having gained a visit
(Santora, 2019). The same is illustrated in Figure 1.2.
(Santora, 2019)
In cases where visitors to the site are not satisfied with the information and quality
of contents and thereby bounce away from it the same disturbs the level of the page
rankings of search engines like Google. The continual practice of such by the users or
viewers happens to make the page rankings for the site percolate downwards thereby
affecting the credibility for such. On the other hand, if the viewers to the site find the
content quite appealing and informative the same encourages them to be with the site
for a longer period. The chances of staying with the site for a longer duration in turn
happen to enhance the chances of the site to earn higher ranking in the search engine
pages.
Presence of links on the website and SEO Content pages are considered as an effective
way for helping in the gaining of higher page rankings along the different search
engines. Three different kinds of links like the inbound, outbound and also the internal
links are observed to that effect. The presence of quality inbound links ideally contributes
in understanding the relevancy and the authoritative nature of the SEO contents. The
links borne by web pages having authoritative contents ideally generate much user
attraction and viewership than those pages having contents with lower relevance.
The practice of the viewers in sharing potential contents along social media networking
sites like Facebook and Twitter further contributes in increasing the chances of the
contents of earning higher page rankings. However, in that Google reflected that page
rankings of contents along their search engine platform do not bear greater association
or support rendered by the socializing practice of individuals (Santora, 2019).
2. Website Audit
an effective Social Media presence also contributes in promoting greater visibility of the website
along the digital platform and also in driving greater user engagement. Likewise, the Social
Media audit for a particular website also tends to judge the right combination of different types of
content channels like that of blogs, video, podcasts, infographics and also social media
platforms that would serve to be the best for the organization.
in a repetitive fashion. It also tends to determine that whether the site can be effectively
accessed by the users from different browsers and also from diverse platforms like mobile and
tablets. The Technical Audit also works in determining that whether the software plugins used in
the site are duly updated and whether the integration of the site to the social media platforms,
logins and also the contact forms are working based on set norms. Finally, the practice of taking
backups along specific intervals is also evaluated for the website for judging its competency
(Steffens, 2018).
monitoring for the total link portfolio is carried out on a weekly basis. It thus aims to determine
that whether the portfolio of backlinks is gaining an increase or are decreasing over an effective
period. Further, the scope of the Off-Page SEO Audit also focuses on determining the number
of times the website is shared along different social media platforms like Facebook, Twitter and
also Google Plus. Likewise, it also focuses on determining that whether the website is being
able to draw considerable amount of web traffic from different social media and video sharing
platforms. The Off-Page SEO Audit also focuses on evaluating that whether the content is
shared with social influencers on a regular basis and also the relevancy of the backlinks used in
terms of location and language parameters (Steffens, 2018).
of attractiveness of the site. The degree of personalization associated with the web pages is
also determined by the content audit (Steffens, 2018).
SEOptimer is identified as an effective platform for carrying out of website audits and reporting
activities. It helps in reviewing a website within a span of 30 seconds. SEOptimer focuses on
reviewing and generating reports associated to factors that are especially taken note by search
engine pages for ranking of websites and also other factors that affect users in terms of loading
speed of pages and also usability of the of the website along mobile platforms. SEOptimer gains
usage regards to small business enterprises for improving of page rankings and also in terms of
generating an effective online presence. Again, Digital Marketers are also encouraged by
SEOptimer for using the published reports generated by it in PDF for showing the same to lead
prospects and effective clientele. The audit tool provided by SEOptimer on being incorporated
on the websites also acts as an effective lead generator helping in achieving of conversion and
lead generation targets. Further, effective changes are enabled regards to application of search
engine based algorithms so that the users can make optimal use of such for deriving
personalized benefits (SEOptimer, 2019).
contributes in providing a range of different types of SEO tools such as Backlink Checker, Meta
Tags and also a Robots.txt generator that helps in improving the site performance in the long
run (SEOptimer , 2019).
(SEOptimer , 2019)
(SEOptimer , 2019)
(SEOMATOR, 2019)
These measures render effective information that would help in enhancing the effectiveness of
the site. The cited measures ideally help in understanding the performance potential of the site
and also the different areas that are needed to target for enhancing its effectiveness.
Google Pagespeed
In terms of Google Pagespeed, the SEO Audit Tool focuses on determining the speed at which
the website tends to get loaded on the screen. It is identified that the websites that have earned
higher page ranks in search engine pages for Google are such that do not only tend to bear
authentic and relevant content usable to the users but also tend to be loaded in a faster fashion
compared to other sites. Again, it also tends to determine the level of interconnectedness of the
website with other like websites based on the existence of backlinks. The greater is the level of
usability index estimated for the site, greater would be the degree of page ranks that would be
obtained by the site in the search engine pages. Herein, effective suggestions like reducing the
size of the URL Tags, presence of social media links and also the application of an index
sitemap for enhancing the Usability Index of the site can be rightly implemented by the website
manager.
Content Quality
The existence of copied or/and overlapping contents in the websites potentially affects the
quality of the contents to be viewed by the visitors and users to the site. In fact, the websites
bearing the existence of copied and overlapping contents are observed to face significant
penalties from search engine like Google. Gaining of penalties like that of ‘duplicate content’ in
turn tends to lower the page rankings of the website on Google’s platform. The use of the SEO
Audit Tool potentially contributes in not only helping in the identification of web pages bearing
duplicate contents but also in reconfiguring them to help in avoiding penalties (SEOMATOR,
2019).
(SEOMATOR, 2019)
Figure 3.6 depicts the overview of the Audit Results for Seomator and the final scoring achieved
in the audit.
(SEOMATOR, 2019)
Figure 3.7 depicts the generation of white-labelled reports in the form of charts and
summarisation of the outcomes of such in the SEO Audit Reports.
owing to its key operational features like transparent operational systems, reputation based on
trust and quality and also the value of offerings made to the customers. The company carried
out its activities based under the Trade Name of ‘Majestic SEO’ along the periods ranging from
2008 to 2014. After 2014 the company started providing its services under the domain name of
‘majesticseo.com’ (Majestic , 2018).
The significance of Majestic in the online world can also be understood in terms of the different
types of tools used by it like ‘Site Explorer’, ‘Backlink History Checker’, ‘Search Explorer’ and
also ‘Link Intelligence API’. The ‘Site Explorer’ tool ideally contributes in exploring a specific
domain or URL in a detailed fashion. The ‘Backlink History Checker’ ideally helps in identifying
the total number of backlinks used in terms of linking of domains, subdomains and also URLs.
Further, the ‘Search Explorer’ as a tool ideally helps in indexing of keywords and also in locating
the URL and also the Title Page where the keyword appears while also in determining the
search score gained for the URLs. Finally, in terms of ‘Link Intelligence API’, Majestic acts as a
large repository of datasets that contributes in the development of a ‘link intelligence map’
(Majestic , 2018).
(Majestic , 2018)
(Majestic , 2018)
URL or Domain.
(Majestic , 2018)
URL or Domain.
(Majestic , 2018)
(Majestic , 2018)
(Majestic , 2018)
(Majestic , 2018)
The above chart reflects the total number of backlinks that are reviewed by Majestic.com on an
average daily basis.
(Majestic , 2018)
The Audit report of Majestic.com also provides the breakdown of the backlinks associated to its
website. The total numbers of backlinks are broken down mainly into three categories like
external backlinks, supplemental links and finally the total numbers of inbound links. Total
numbers of inbound links are obtained as a sum of External and Supplemental Links.
SEO Analysis
The SEO Analysis contributes in identifying the errors associated with the SEO content pages.
The fixing of the errors indicated thus contributes in earning of higher page ranks for the website
on the search engine pages.
SEO Checker
The SEO Checker ideally helps in identifying the total list of different types of errors that act as a
hindrance in not letting the website earn an effective position on the results page of Google. The
fixation of the errors is both recommended and also implemented by the audit process with an
eye on the impact generated by website traffic and also the ease at which the same can be
implemented (Barefoot, 2017).
(Barefoot, 2017)
The underperformance was mainly attributed to factors like presence of a single title tag for the
site that is either evaluated to be duplicated or either too short or long in nature. The like result
is also attributed for the Meta description tag. Further, the existence of elements like flash and
iframes are observed to affect the performance of search engines like Google and Bing.
Likewise, the presence of poor internal linking to other websites and also short header tags also
account for the lower performance score (Barefoot, 2017).
(Barefoot, 2017)
Further, the results for Content Analysis and Web Performance for the website are outlined as
follows:
(Barefoot, 2017)
Finally, the results generated by SEO Analyser for ArtisansOfColorado.com. also reflect on the
Backlinks Encounter and also the Indexed Pages for the site.
(Barefoot, 2017)
(Barefoot, 2017)
The Audit Results for ‘ArtisansofColorado.com’ reflects the existence of zero Index Pages.
(Barefoot, 2017)
The holistic result of the Web Performance for ArtisansofColorado.com reflects a grade of D+
with a score of 69.
aims at providing effective experience to its users both in the dimensions of web and also
search page experiences (Zadroweb , 2019).
(Zadroweb , 2019)
Page Authority
Page Authority is identified as a metric provided by Moz that ideally helps in predicting the rank
the website would earn on the search results page of Google. The scoring is based on a scale
of 100 points that essentially focuses on the incorporation of different variables like the number
of links obtained for the website for estimating the score. In cases of pages with higher ranks,
the score for Page Authority is taken to cross than that of Domain Authority. In terms of
recommendations for improvement, the result reflects that the manner of checking the
emergence of errors like missing of Meta and Alternate Tags and also the incorporation of
relevant and also authority links is taken to enhance the ranking of the website on the search
engine pages.
Domain Authority
The score for Domain Authority ideally represents the score for the entire website as generated
by Moz. The Domain Authority is also measured on a score of 100 and focuses on estimating
the number of links present on the site. In short, DA or Domain Authority contributes in
estimating the domain strength of the website in an overall fashion. In terms of improvement
effective recommendations like the incorporation of Penguin Algorithms in the form of brand
keywords are needed to constitute the links on the website (Zadroweb , 2019).
Load Time
The Load Time focuses on estimating the time needed for the web page to get loaded. The
ideal time for the loading of the web page is estimated to be 2 seconds or less than that.
Different types of factors like the size of the images, presence of CSS and JavaScript Files,
provider of the web hosting services and others ideally help in determining the load time for the
websites.
(Zadroweb , 2019)
Organic Traffic
Regarding Organic Traffic around 10 organic keywords as indicated by SEMRush are
highlighted as under.
(Zadroweb , 2019)
SEO Stats
Different types of SEO Stats are also generated by Zadroweb. The same are illustrated as
follows:
(Zadroweb , 2019)
(Zadroweb , 2019)
The SEO Stats for Zadroweb ideally evaluated the total number of characters rendered for
generating the title and description along with the existence of any Meta Keywords.
(Zadroweb , 2019)
The Heading Tags for Zadroweb reflect on the different types of headings used under the tags,
H1, H2 and H3 for the web audit site.
(Zadroweb , 2019)
The SEO Stats for Zadroweb reflects a warning signal owing to the absence of images and
likewise the absence of Alt Tags associated to the image sections.
Crawl Stats
Figure 3.29: Audit Results of Robots and Sitemap for Zadroweb
(Zadroweb , 2019)
The Audit Results regarding Crawl Status for Zadroweb reflect the lack of presence of a Meta
Robot but highlights the presence of an effective Sitemap.
Source Code
Figure 3.30: Audit Results of Source Code for Zadroweb
(Zadroweb , 2019)
The Audit Results of Source Code regarding Zadroweb’s website reflect on the existence of an
Inline Code and also that of Flash. The existence of both Inline Code and Flash both tend to
affect the performance of the SEO.
Social
Figure 3.31: Audit Results of Social Tags for Zadroweb
(Zadroweb , 2019)
The Audit Report for Zadroweb reflect the existence of tags for social networking platforms like
Facebook and Twitter.
(Zadroweb , 2019)
The Audit Results regarding Social Links for Zadroweb reflect the existence of different types of
social links for diverse social networking platforms. However, the links to social networking
platforms like Google Plus and Pinterest are not found.
URL Stats
Figure 3.33: Audit Results of URL Stats for Zadroweb
(Zadroweb , 2019)
The Audit Results regarding URL Stats reflect the keyword matches for both Title and also
Description. Regarding, Title it shows three keyword matches while for Description it shows only
one keyword match.
References
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analyzer/
[Accessed 1 August 2019].
Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. London: SAGE.
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[Accessed 29 July 2019].
Majestic , 2018. Majestic®: Marketing Search Engine and SEO Backlink Checker. [Online]
Available at: https://majestic.com/reports/site-
explorer?q=https%3A%2F%2Fmajestic.com%2F&oq=https%3A%2F%2Fmajestic.com%2F&Ind
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[Accessed 1 August 2019].
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Schmidt, E. & Rosenberg, J., 2014. How Google Works. London: Hachette UK.
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[Accessed 1 August 2019].
SEO Site Checkup, 2019. SEO Site Checkup score. [Online] Available at:
https://seositecheckup.com/seo-audit/seositecheckup.com/about
[Accessed 1 August 2019].
SEOMATOR, 2019. What the Free SEO Audit tool measures. [Online] Available at:
https://seomator.com/free-seo-audit-tool
[Accessed 1 August 2019].
SEOptimer , 2019. SEO Audit & Reporting Tool. [Online] Available at:
https://www.seoptimer.com/
[Accessed 1 August 2019].
Shenoy, A. & Prabhu, A., 2016. Introducing SEO: Your quick-start guide to effective SEO
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[Accessed 1 August 2019].