DIGITAL

MARKETING
SEMESTER 4
UNIT - 3

HI COLLEGE
 INTRODUCTION TO SEO
SEO stands for Search Engine Optimization. It is the process of
optimizing your website or content to appear higher in search
engine results pages (SERPs) for specific keywords or phrases.

ON-PAGE AND OFF-PAGE OPTIMIZATION

On-page optimization
On-page optimization refers to the practice of optimizing
individual web pages in order to rank higher and earn more
relevant traffic in search engines.
This includes optimizing content, HTML code, and website
architecture to make it more search engine friendly.
Some examples of on-page optimization techniques include
using targeted keywords in the title tag, meta description, and
header tags, optimizing images with alt tags and descriptive
filenames, and making sure that the website has a clear and
easy-to-use navigation structure.

Off-page optimization
Off-page optimization, refers to the actions taken outside of
your own website to impact your rankings within search engine
results pages (SERPs).
This includes tactics like building high-quality backlinks to your
site, social media marketing, and guest blogging on other
websites

HI COLLEGE 01
 ROLE OF KEYWORDS IN SEO
Keywords are the words or phrases people use when searching
information online. In SEO, they are important because search
engines match them with website content to show accurate results.
To optimize your website, use relevant keywords in your content.
This helps search engines understand your site's purpose and
improves its visibility in search results.

To use keywords effectively:

1. Keyword Research: Find the words and phrases your audience

searches for using tools like Google Keyword Planner or SEMrush.

2. Keyword Placement: Put keywords in important areas of your

website, such as titles, headings, and content. Avoid using too many
keywords, as search engines may view it as spam.

3. Keyword Relevance: Choose keywords that relate to your

content and match what your audience is looking for. This attracts
the right visitors who are more likely to engage or convert.

4. Long-Tail Keywords: Consider using longer, more specific

phrases that target niche audiences. They have less competition and
can lead to higher conversion rates.

HI COLLEGE 02
 ORGANIC VS NON-ORGANIC SEO

Non-Organic SEO
Organic SEO
(Paid SEO)

Strategies to improve website visibility and Techniques that involve

Definition rankings in search engines through natural and paying for ads or sponsored listings to
unpaid methods. improve website visibility and rankings.

Requires a financial investment to bid

Typically requires investment in time, effort, and
Cost quality content creation.
on keywords or pay for advertising
campaigns.

Results are generally long-lasting and sustainable Results are short-term and dependent
Longevity over time. on continued financial investment.

Targets immediate visibility by placing

Focuses on improving organic search rankings
ads at the top of search engine result
Visibility and visibility through optimizing website content,
pages (SERPs) or other prominent
user experience, and earning backlinks.
positions.

Targets users based on

Primarily targets users searching for relevant demographic, interest, or other targeting
Targeting keywords or content. options available in the advertising
platform.

Often viewed as more

May be perceived as less
trustworthy and credible by users since it relies
Trust on organic search rankings
trustworthy or less credible since it
involves paid promotion.
and user engagement.

On-page optimization, Pay-per-click (PPC)

Examples quality content creation, link building, social advertising, sponsored listings, display
media engagement. ads, social media advertising.

HI COLLEGE 03
 BLOGGING AS MARKETING STRATEGY
Blogging is a popular way for businesses to market themselves. It
means creating useful and interesting content on a blog.

Here are the main points to know:

1. Creating Content: Blogging helps businesses share helpful

information and show what they know. Posting good content
regularly helps build trust.

2. Getting More Visitors: When blogs are optimized well, they can
attract more visitors from search engines. By answering people's
questions and giving them what they need, businesses can get more
people to visit their website.

3. Making People Aware: Blogging helps businesses become more

well-known. By sharing content that reflects their values and
connects with people, they can reach more people. Sharing blog
posts on social media also helps spread the word.

4. Finding Potential Customers: Blogs can help businesses find new

customers. By including buttons or forms that ask readers to take
action, like signing up for emails, businesses can get contact
information from people who are interested. Providing valuable
content in return can help turn these potential customers into
actual customers.

5. Building Relationships: Blogging allows businesses to talk with

their audience. When people leave comments or ask questions on
the blog, businesses can reply and start a conversation. This helps
build trust and loyalty, and it can lead to people recommending the
business to others.

HI COLLEGE 04
 BLOGGING AS MARKETING STRATEGY

6. Doing Better in Search Engines: Posting new and relevant content

on a blog can help a website show up higher in search engine
results. By using the right words, linking to other sites, and getting
links from other sites, businesses can improve their visibility in
search engines.

7. Using Content in Different Ways: Blog posts can be used in

different ways on social media, like making shorter posts or videos.
This helps businesses reach more people and get the most out of
their content.

8. Using Analytics: Businesses can use tools to see how people are
interacting with their blog. They can see how many people are
visiting, what they're doing, and how well the blog is working. This
helps businesses understand their audience and improve their
blogging strategy.

Overall, blogging as a marketing strategy helps businesses get more

attention, attract the right people, and build relationships. It's about
creating good content and connecting with the audience in a way
that works for them.

TUMHARE BLOG PE TRAFFIC ATA HAIN? TRAFFIC TOH HAR BLOG PAR AATA HAI

HAR BLOG PAR NAHI AATA LAXMAN

HI COLLEGE 05
 TYPES OF BLOGS
Paid Blogs:
These are blogs that are created specifically for the purpose of
advertising a product or service.
They are typically created by marketers or advertisers and are
designed to look and read like regular blog posts.
They are often sponsored or paid for by the company that is
being advertised.

Organic Blogs:
These are blogs that are created by individuals or organizations
for the purpose of sharing information or opinions about a
particular topic.
They are not paid for or sponsored by a company, and are
typically created by people who are passionate about the
subject matter.
Organic blogs can be an effective way to increase your website's
visibility in search engine results pages, as they can attract links
and social shares from other bloggers and readers.

HI COLLEGE 06
INTRODUCTION TO PAID
MARKETING
Paid marketing, also known as paid advertising, refers to the
practice of paying to promote your products or services on
various online platforms.

This includes platforms such as Google, Facebook, Instagram,

LinkedIn, and others.

Paid marketing can take many forms, including display ads,

search engine ads, social media ads, and video ads.

In general, the goal of paid marketing is to drive more traffic to

your website, increase brand awareness, and ultimately
generate more sales or leads.

To get started with paid marketing, you will typically need to

create an account with the platform you wish to advertise on,
set a budget, and create your ad.

You can then target specific interests to ensure that your ad is

seen by the right audience.

HI COLLEGE 07
 GOOGLE ADWORDS
Google AdWords is an online advertising platform provided by
Google.

It allows businesses to create and display ads on Google's search

engine results pages (SERPs) and other Google-affiliated websites.

The platform operates on a pay-per-click (PPC) model, which means

that advertisers only pay when someone clicks on their ad.

Advertisers can choose specific keywords or phrases related to their

business or industry that trigger their ads to appear when someone
searches for those keywords on Google.

AdWords provides tools to create and manage ad campaigns, set

budgets, target specific geographic locations, and track the success of
ads.

The platform also offers features such as ad extensions, which allow

advertisers to include additional information such as phone numbers,
locations, and links to specific pages on their website.

Kahi Google ka AD toh nahi

HI COLLEGE 08
 TYPES OF BLOGS
1. Personal blogs: Personal blogs are online spaces where people can
express their ideas, opinions, and experiences. They discuss a variety
of subjects, such as travel experiences, lifestyle decisions, and even
personal observations and interests.

2. Business blogs: Businesses or entrepreneurs build business blogs

to advertise their goods, services, or domain knowledge. In order to
interact with their target audience and achieve thought leadership,
they offer useful information, advice, and insights relevant to their
niche.

3. Niche blogs: Targeting a specific readership, niche blogs

concentrate on particular subjects or hobbies. Examples include
blogs about fashion, food, technology, fitness, and more. These blogs
go in-depth on their specific topics and offer users specialised
content.

4. How-to and tutorial blogs: These blogs provide step-by-step

instructions, educational material, and useful advice. They want to
inform readers and help them gain new skills, get things done, or
work out difficulties.

5. Review Blogs: Review blogs offer deep opinions on goods, services,

publications, films, and other topics of interest. They provide
analysis and suggestions to help readers in making effective choices
on their selections or purchases.

6. Travel blogs: Travel blogs record the experiences, journeys, and

advice of travellers. To encourage and enlighten other travellers,
they exchange trip plans, stories, advice, and pictures. Destination
information, financial suggestions, and cultural knowledge usually
appear in travel blogs.

HI COLLEGE 09
 TYPES OF CAMPAIGNS

Setting up targeted advertising campaigns in Google Ads is

necessary to accomplish marketing goals. Typical campaign
formats include:

Search Campaigns: When people search for suitable keywords,

text advertisements appear on Google's search engine results
pages (SERPs). They target people who are actively searching for
products or services.

Display campaigns: Put visual ads on websites that are part of

the Google Display Network to reach a broad audience and
increase brand awareness.

Shopping campaigns: Display list of goods with photographs,

costs, and specifications right on the search results page,
promoting products and boosting online sales.

Video Campaigns: To raise brand awareness and engage viewers,

promote video content on websites like YouTube by showing
advertisements before to, during, or following other films.

App campaigns: Promote mobile applications on Google's

network for increasing downloads, in-app behaviours, and
engagement.

HI COLLEGE 10
 CAMPAIGN CREATION

Objective: Define a specific objective, such as increasing website

traffic, sales, or brand recognition. A clear target makes it easier
to set up the campaign plan and accurately measure success.

Budget: Choose the most you can afford to spend on the

campaign within a specific period of time, making sure it
satisfies your marketing goals. A clearly defined budget helps in
cost management and improves the success rate of campaigns.

Targeting: To reach the right individuals, select the target

audience based on factors such as location, language, age, or
interests. Ads are shown to users who are more likely to be
interested in the company's offerings if effective targeting is
used.

Ad Format: Based on the type of campaign and the desired

results, choose the best ad format, such as text, photos, videos, or
app advertising. Businesses may effectively communicate their
message and interact with the audience by using various ad
types.

Keywords and Bidding: Identify appropriate keywords for search

campaigns and create bidding strategies to decide how much to
bid for clicks or conversions. Ads will display in related search
results if the correct keywords are chosen and competitive bids
are placed.

Ad extensions: To provide more information and increase ad

visibility, use extra features like call buttons, site links, or location
data. Ad extensions make the ad look better, provide users more
details, and raise the possibility of user engagement.

HI COLLEGE 11
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