CCCW332-Digital Marketing Unit-2 Notes

CCW332
DIGITAL MARKETING
Vertical V - Creative Media
Professional Elective
V – Semester
B.E –CSE
UNIT-2
1
CCW332-DIGITAL MARKETING-UNIT-2

COURSE OBJECTIVES
• The primary objective of this module is to examine and explore the
role and importance of digital marketing in today’s rapidly
changing business environment.
• It also focuses on how digital marketing can be utilized by
organizations and how its effectiveness can be measured.
CCW332-DIGITAL MARKETING-UNIT-2 2

UNIT II - SEARCH ENGINE OPTIMISATION
Search Engine optimisation - Keyword Strategy - SEO Strategy - SEO success factors
- On-Page Techniques - Off-Page Techniques. Search Engine Marketing- How Search
Engine works - SEM components - PPC advertising - Display Advertisement.

Search Engine optimisation
• Search Engine Optimization (SEO) is the practice of optimizing a
website or online content to improve its visibility in search
engine results pages (SERPs) for specific keywords and phrases.
• The primary goal of SEO is to increase organic (non-paid) traffic to
a website, which can lead to higher online visibility, more website
visitors, and ultimately, more conversions and revenue. .

SEO
• Organic search is just a fancy name for regular, non-ad search
engine results, and the way marketers use organic search as a
marketing channel is through search engine optimization, or SEO.
• Search: What people do when they want to find an answer to a question
or a product or service that meets their needs.
• Search engine: A site (like Google or Bing) where a person can perform
said search.
• Search engine optimization: What you do to get said search engine to
connect said search with your site.

Benefits & importance of SEO
• People are searching for any manner of things both loosely and directly related to your business.
• These are all opportunities to connect with these people, answer their questions, solve their problems, and become a
trusted resource for them.
• More website traffic:
• When your site is optimized for search engines, it gets more traffic which equates to increased brand awareness,
as well as.
• More customers:
• To get your site optimized, it has to target keywords
• the terms your ideal customers/visitors are searching
• meaning you’ll get more relevant traffic.
• Better reputation:
• Ranking higher on Google builds instant credibility for your business. If Google trusts you, then people trust you.
• Higher ROI:
• You put money into your website, and into the marketing campaigns that lead back to your website pages.
• A top-performing site improves the fruits of those campaigns, making your investment worth it.

Keyword strategy
• Keyword strategy is a crucial component of search engine
optimization (SEO).
• It involves selecting and optimizing specific keywords and
phrases that are relevant to your website or content to improve
your rankings in Search Engine Results Pages (SERPs) and
attract the right audience.

How to develop a keyword strategy in SEO?
• Keyword Research
• Identify Relevant Keywords - Begin by brainstorming a list of keywords and phrases that are directly related to your website, products, services, or
content.
• Competitor Analysis - Analyze competitors' websites to discover keywords they are targeting and ranking for.
• Keyword Research Tools - Use keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to find
additional keyword ideas. These tools can provide insights into search volume, competition, and related keywords.
• Keyword Selection
• Long-Tail Keywords - Consider targeting long-tail keywords (phrases with three or more words) as they often have less competition and can be
more specific to user intent.
• Relevance - Choose keywords that are highly relevant to your content or business. Ensure they accurately represent what your content is about.
• Search Volume - Balance between keywords with high search volume and keywords with lower search volume but less competition. High-volume
keywords can bring more traffic, but they may also be more competitive.
• Organize Keywords
• Create keyword groups or clusters based on related topics. This helps in organizing your content and optimizing for multiple keywords within a
single piece of content.
• Prioritize keywords based on their importance and relevance to your business goals.
• On-Page Optimization
• Optimize Content - Integrate selected keywords naturally into your content, including the title, headings, body text, and meta description.
• URL Structure - Use keywords in the URL structure of your webpages, if possible.
• Image Alt Text - Include keywords in the alt text of images.

How to develop a keyword strategy in SEO?
• Content Creation
• Develop high-quality, informative, and engaging content around your chosen keywords. Content should answer users' questions or fulfil their needs.
• Avoid keyword stuffing, which can harm your SEO efforts. Keywords should be used in a way that reads naturally to the user.
• Monitoring and Analysis
• Regularly monitor your keyword rankings using tools like Google Search Console or third-party SEO software.
• Analyze the performance of your selected keywords in terms of click-through rates (CTR), traffic, and conversions.
• Adjust your strategy based on the data and insights you gather.
• Long-Term Strategy
• SEO is an ongoing process, and keyword strategy should evolve over time. Regularly revisit and update your keyword lists based on changes in
search trends and user behavior.
• Keep an eye on algorithm updates and adapt your strategy accordingly.
• Local SEO
• If you have a local business, consider incorporating location-based keywords to optimize for local search.

SEO Strategy
• SEO strategy is crucial for improving your website's visibility in search
engine results pages (SERPs) and attracting organic traffic.
• Search Engine Optimization (SEO) is the practice of optimizing a
website or online content to improve its visibility in SERPs for
specific keywords and phrases.
• The primary goal of SEO is to increase organic (non-paid) traffic to a
website, which can lead to higher online visibility, more website visitors,
and ultimately, more conversions and revenue.

How to develop an effective SEO strategy?
1. Define Your Goals
• Determine what you want to achieve with your SEO efforts.
• Common goals include increasing organic traffic, improving rankings for specific keywords, boosting
conversions, or enhancing brand visibility.
2. Keyword Research
• Conduct thorough keyword research to identify relevant keywords and phrases that your target audience
is likely to use when searching for products, services, or information related to your website.
• Consider using keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword
Explorer.
3. Competitor Analysis
• Analyze your competitors' websites to identify keywords they are ranking for, their content strategies, and
their backlink profiles.
• Identify gaps and opportunities to differentiate your website.

4. On-Page SEO
• Optimize your website's on-page elements for the selected keywords:
• Include keywords in title tags, meta descriptions, headers, and content.
• Ensure your content is high-quality, informative, and engaging.
• Use descriptive alt text for images.
• Implement schema markup to enhance search engine understanding.
5. Technical SEO
• Address technical issues that can affect your website's performance in search results:
• Optimize page load times.
• Ensure mobile-friendliness.
• Create an XML sitemap and submit it to search engines.
• Fix broken links and 404 errors.
• Set up proper URL structure and canonical tags.
6. Content Strategy
• Develop a content plan that aligns with your keyword research and audience needs.
• Create valuable, evergreen content that answers user queries and solves their problems.
• Diversify content formats (e.g., blog posts, videos, infographics) to cater to different audience preferences.

7. Link Building
• Earn high-quality backlinks from authoritative websites in your niche.
• Build relationships with industry influencers for potential collaborations and mentions.
• Disavow toxic or spammy backlinks to maintain a clean backlink profile.
8. User Experience (UX)
• Enhance user experience on your website to reduce bounce rates and improve engagement:
• Ensure easy navigation.
• Make content scannable with headings and bullet points.
• Optimize for mobile devices.
• Improve site speed and loading times.
9. Local SEO
• If you have a physical location or serve a specific geographic area, optimize for local search:
• Claim and optimize your Google My Business listing.
• Encourage customer reviews.
• Build local citations.

10. Analytics and Tracking
• Implement web analytics tools like Google Analytics to monitor website traffic, conversions, and
user behavior.
• Set up goals and conversion tracking to measure the impact of your SEO efforts.
11. Regular Monitoring and Optimization
• Continuously monitor keyword rankings, traffic, and conversion metrics.
• Make data-driven decisions to refine your SEO strategy.
• Stay informed about search engine algorithm updates and adjust your strategy as needed.
12. Reporting and Communication
• Share SEO progress reports with stakeholders and team members.
• Communicate the impact of SEO on business goals and ROI.

SEO Success Factors
1. High-Quality Content
2. Keyword Research
3. On-Page Optimization
4. Technical SEO
5. Mobile Optimization
6. User Experience (UX)
7. Backlinks
8. Local SEO
9. Social Signals
10. Regular Content Updates
11. Site Security
12. Site Structure
13. Analytics and Monitoring
14. Adherence to SEO Best Practices
15. Patience and Persistence

SEO success factors
• High-Quality Content
• Content is king in SEO. Create valuable, informative, and
engaging content that addresses the needs and interests of
your target audience. High-quality content not only attracts
visitors but also encourages them to stay on your site
longer and return for more.
• Thorough keyword research helps you understand what
your audience is searching for. Identify relevant keywords
and phrases, including long-tail keywords, and incorporate
them naturally into your content.
• Optimize on-page elements for SEO, including title tags,
meta descriptions, header tags, and URL structures.
Ensure that your content is well-structured and easy to
read.
• Technical SEO
• Technical aspects of your website play a critical role in SEO
success. Focus on:
• Page load speed optimization
• Mobile-friendliness and responsive design
• Proper URL structures and canonical tags
• XML sitemaps
• Robots.txt files
• Secure HTTPS connections

SEO success factors
• Mobile Optimization
• With the increasing use of mobile devices, having a mobile-responsive website is essential. Google uses mobile-first indexing,
which means it primarily considers the mobile version of your site for ranking.
• User Experience (UX)
• Provide a positive user experience to reduce bounce rates and improve rankings. Focus on site navigation, readability, and
overall usability. Ensure that your site is accessible to people with disabilities.
• Backlinks
• Earn high-quality backlinks from authoritative and relevant websites in your industry. Quality is more important than quantity, so
focus on natural link-building strategies. Avoid spammy or low-quality links.
• Local SEO
• If you have a physical location or serve a specific geographic area, optimize for local search by,
• Claiming and optimizing your Google My Business listing
• Building local citations
• Encouraging customer reviews

SEO success factors
• Social Signals
• While the direct impact of social media on SEO rankings is debated, a strong social media presence can indirectly boost SEO by increasing brand visibility, driving
traffic, and attracting backlinks.
• Regular Content Updates
• Fresh and updated content signals to search engines that your website is active and relevant. Regularly update and refresh your content to maintain its quality.
• Site Security
• Google gives preference to secure websites with HTTPS encryption. Ensure that your website is secure to gain the trust of both visitors and search engines.
• Site Structure
• Use a clear and logical site structure with well-organized categories and internal linking to help search engines crawl and index your content effectively.
• Analytics and Monitoring
• Implement web analytics tools like Google Analytics and Google Search Console to track website performance, monitor keyword rankings, and gather insights for
optimization.
• Adherence to SEO Best Practices
• Stay up-to-date with SEO best practices and guidelines, and avoid black-hat tactics that can lead to penalties from search engines.
• Patience and Persistence
• SEO takes time to produce significant results. Be patient and persistent in your efforts, and regularly assess and adjust your strategy based on performance data.

Technical SEO

On-Page Techniques
• On-page optimization refers to all measures that can be taken
directly within the website in order to improve its position in the
search rankings.

On-Page Techniques
• Keyword Optimization
• This involves researching and strategically placing relevant keywords throughout your website's content, including
titles, headings, meta tags, and within the body of the text.
• High-Quality Content
• Creating valuable, informative, and engaging content that resonates with your target audience is vital. High-quality
content can attract organic traffic and encourage backlinks.
• Meta Tags
• Crafting compelling meta titles and descriptions that include target keywords can improve click-through rates in
search results.
• Header Tags
• Using header tags (H1, H2, H3, etc.) to structure your content not only helps with SEO but also enhances readability.
• Optimized Images
• Properly optimizing images by using descriptive alt tags and reducing file sizes can improve page loading speed and
enhance user experience.

On-Page Techniques
• Internal Linking
• Interlinking relevant pages within your website can improve navigation and help search engines understand the
structure of your site.
• Mobile Optimization
• Ensuring your website is mobile-friendly is crucial, as Google considers mobile-friendliness a ranking factor.
• Page Speed Optimization
• Faster loading times lead to a better user experience and can positively impact search rankings.
• Techniques include optimizing images, using browser caching, and minimizing HTTP requests.
• Schema Markup
• Implementing structured data using schema.org markup can help search engines understand the content on your
site and may result in rich snippets in search results.
• User Experience (UX)
• Improving the overall user experience, including website design, navigation, and usability, can indirectly impact SEO by
reducing bounce rates and increasing time spent on the site.

Off-Page Techniques
• Off-page SEO refers to all the activity that takes
place away from your website, which determines
where you rank within the search engine results
pages (SERPs).
• Optimising for off-site SEO ranking factors is
crucial for improving the relevance,
trustworthiness and authority of your website.

Off-Page Techniques
• Link Building
• Acquiring high-quality backlinks from authoritative websites is a fundamental off-page SEO technique. Natural, earned
backlinks are seen as endorsements of your content's quality and relevance.
• Social Media Marketing
• Active engagement on social media platforms can help promote your content and brand, potentially leading to
increased traffic and mentions.
• Content Marketing
• Sharing valuable content through guest posting, infographics, and other content types on external websites can help
build your site's authority and generate backlinks.
• Influencer Marketing
• Collaborating with influencers in your niche can help amplify your brand's reach and drive traffic to your website.
• Online Reputation Management
• Monitoring and managing your online reputation, including responding to reviews and addressing negative feedback,
can positively impact your brand's perception.

Off-Page Techniques
• Local SEO
• For businesses targeting a local audience, optimizing for local search results through techniques like Google My
Business optimization and local citations is essential.
• Guest Blogging
• Contributing guest posts to relevant blogs and websites can increase your visibility and establish you as an authority in
your field.
• Online PR
• Building relationships with online journalists and publications can lead to media coverage and mentions, which can
boost your online presence.
• Forum Participation
• Actively participating in forums and communities related to your industry can help establish your expertise and
generate traffic to your site through forum signatures or mentions.
• Content Syndication
• Republishing your content on reputable platforms or content syndication networks can increase its reach and
potentially drive traffic back to your website.

Search Engine Marketing (SEM)
• Search engine marketing, or SEM, is
one of the most effective ways to grow
your business in an increasingly
competitive marketplace.
• With millions of businesses out there
all vying for the same eyeballs, it’s
never been more important to
advertise online, and search engine
marketing is the most effective way to
promote your products and grow your
business.

Search Engine Marketing (SEM)
• SEM ads are placed at the top of a SERP,
above the organic results generated by
SEO.
• They appear similar to organic results and
include the following characteristics:
• headlines or title tags
• summaries of the webpage content, known as
the meta description
• calls to action, meaning text that inspires
visitors to make a certain action, such as buying
a product or subscribing to a service
• URL hyperlinks

What are search engines?
• Search engines are searchable databases of web content.
• Search engines go through three stages:
• Crawling
• Indexing
• Ranking and Retrieval

Crawling
• A web crawler is a program used by Google to make an index.
• It is designed for crawling, which is a process in which the crawler browses the web
and stores the information about the webpages visited by it in the form of an
index.
• The search engines have the web crawlers or spiders to perform crawling, and the
task of crawler is to visit a web page, read it, and follow the links to other web pages
of the site.
• Each time the crawler visits a webpage, it makes a copy of the page and adds its
URL to the index.
• After adding the URL, it regularly visits the sites like every month or two to look for
updates or changes.

Indexing
• The copies of webpages made by the crawler during crawling are returned to the
search engine and stored in a data centre.
• Using these copies, the crawler creates the index of the search engine.
• Each of the webpages on search engine listings is crawled and added to the index
by the web crawler.
• The index comprises the URL of different webpages visited by the crawler and
contains the information collected by the crawler.
• This information is used by search engines to provide the relevant answers to users
for their queries.
• If a page is not added to the index, it will not be available to the users. Indexing is a
continuous process; crawlers keep visiting websites to find out new data.

Ranking & Retrieval
• Search engines are answer machines. Whenever we perform an online
search, the search engines scour its database for the most relevant
results. Also, it ranks these results based on the popularity of the
websites.
• Search engines use algorithms to improve the search results so that
only genuine information could reach the users,
• E.g:-
• PageRank is a popular algorithm used by search engines. It shifts through the
pages recorded in the index and shows those webpages on the first page of the
results that it thinks are the best.

Ranking & Retrieval
• Relevance and popularity are the most important factors to be
considered by these search engines to provide satisfactory
performance.
• Ranking algorithms differ for different search engines. An engine
might assign a weight to each entry, relative to their appearance in
the title, meta tags or the sub-headings.

SEM components
• Search Engine Marketing (SEM) comprises two primary
components:
1. Search Engine Optimization (SEO)
2. Pay-Per-Click (PPC) advertising

1. Key Elements of SEO
• Identifying relevant keywords and phrases that potential visitors might use when searching for products, services, or information
related to the website.
• Optimizing on-page elements like meta tags, headers, content, and images to align with chosen keywords and improve overall
website quality.
• Off-Page Optimization
• Building high-quality backlinks from reputable websites to improve the website's authority and trustworthiness.
• Technical SEO
• Addressing technical issues on the website, such as site speed, mobile-friendliness, and crawlability.
• Content Creation
• Developing high-quality, informative, and engaging content that meets user intent and provides value.
• User Experience (UX) Optimization
• Ensuring that the website is user-friendly, with easy navigation and clear calls to action.
• Goal
• To increase organic search engine rankings, drive free, targeted traffic, and establish long-term online visibility.

2. Pay-Per-Click (PPC) Advertising
• PPC advertising is a form of online advertising in which
advertisers bid on specific keywords or phrases.
• Their ads are displayed at the top of search engine results pages
(SERPs) when users search for those keywords.
• Advertisers pay a fee only when a user clicks on their ad.

• Keyword Selection
• Identifying relevant keywords for advertising campaigns.
• Ad Creation
• Writing compelling ad copy that entices users to click.
• Bid Management
• Setting bid amounts for keywords to control ad placement.
• Ad Extensions
• Enhancing ads with additional information, such as phone numbers, links to specific pages, or location details.
• Quality Score
• A metric used by platforms like Google Ads to measure the relevance and quality of ads and landing pages.
• Landing Page Optimization
• Ensuring that the page users land on after clicking an ad is relevant and encourages conversions.

Five main factors that they consider during an ad auction
1. Maximum bid
• The maximum amount you're willing to pay for a click on your ad
2. Quality Score
• The formula that Google Ads uses to determine the relevance of your ad, or how useful it will be for the user
3. Impact of ad extensions
• The additional information you provided in your ad (phone number, links to specific pages, etc.)
4. Ad rank
• Ad rank is a combination of your bid and the quality of your ad and landing page. Google requires ads to meet a
minimum quality threshold in order to be shown in a higher position.
5. Ad context
• When calculating ad rank, Google takes context into account. This includes the search term used, the user’s location,
the time of search, the device used, and more.

PPC advertising
• PPC stands for pay-per-click, a model of digital advertising where
the advertiser pays a fee each time one of their ads is clicked.
Essentially, you’re paying for targeted visits to your website.
• Alternatively, PPC is known as the cost-per-click (CPC) model.
• The pay-per-click model is offered primarily by search engines
(e.g., Google) and social networks (e.g., Facebook). Google Ads,
Facebook Ads, and Twitter Ads are the most popular platforms
for PPC advertising.

How does PPC work?
• PPC advertising works by allowing advertisers to bid on specific
keywords or phrases that they want their ads to appear for in search
engine results.
• When a user searches for one of those keywords or phrases, the
advertiser’s ad will appear among the top results.
• The advertiser is then charged a fee each time a user clicks on their ad.
• Advertisers create campaigns that target specific demographics,
interests, locations, etc. They will set a maximum bid for the keywords
they want to target.

How does PPC work?
1. Choose your campaign type based on your objective.
2. Refine your settings and targeting (audiences, devices, locations, schedule,
etc.).
3. Provide your budget and bidding strategy.
4. Input your destination URL (landing page).
5. Build your ad.

Why is PPC important?
• Quick results
• Reach your targeted audience
• Measurable
• Cost-effective
• Branding
• Complementing SEO
• Track your goals
• Reputation management

PPC strategy and campaign planning
• Define your target audience: Identify the demographics of the people you want to reach with your ads, including
their age, gender, location, interests, and more.
• Set clear goals: Determine what you want to achieve with your PPC campaign, such as increasing website traffic,
driving online sales, or generating leads.
• Research keywords: Use keyword research tools to identify the terms and phrases your target audience is
searching for, and include them in your ad copy and website content.
• Create compelling ad copy: Write attention-grabbing headlines and descriptions for your ads that will entice people
to click through to your website.
• Choose the right ad platforms: Decide which platforms you want to advertise on, such as Google Ads, Microsoft
Advertising, Meta Ads (for Facebook and Instagram), and so on.
• Monitor and optimize your campaign: Track the performance of your ads and make adjustments as needed to
optimize your campaign and achieve your goals.
• Test different ad formats and targeting options: Try different ad formats (like text, image and video) and
experiment with different targeting options to see what works best for your campaign.
• Set a budget: Decide how much you want to spend on your campaign and make sure you stick to your budget.

PPC advertising platforms
• Google Ads
• YouTube
• Skippable video ads
• Non-skippable video ads
• Bumper ads
• Sponsored cards
• Overlay ads
• Facebook Ads
• Image and video ads
• Carousel ads
• Slideshow ads
• Instant Experience ads
• Collection ads
• Instagram Ads
• Photo ads
• Video ads
• Carousel ads
• Stories ads
• IGTV ads
• Microsoft
• LinkedIn
• Sponsored content
• Sponsored InMail
• Sponsored jobs
• Display ads
• Dynamic ads
• X (Twitter )
• Promoted tweets
• Promoted accounts
• Promoted trends
• Website cards
• App install cards

Types of PPC ads
• Search
• Display
• Video
• Remarketing (or retargeting)
• Remarketing Lists for Search Ads (RLSAs)
• Performance Max
• Local Search Ads (LSAs)

Display Advertisement
• Display advertising, also known as banner advertising, is a form of online advertising that
involves creating visually appealing banner ads and placing them on websites, social media
platforms, and other digital properties.
• These ads typically consist of images, graphics, text, and sometimes multimedia
elements, and they are designed to attract the attention of users and encourage them to click
on the ad to learn more or take a specific action.
• Banner Ads
• Visual Elements
• Text and Messaging
• Call to Action (CTA)
• Targeting
• Placement Options
• Ad Networks

• Banner Ads
• Display ads are commonly presented in the form of banner ads, which are rectangular or square images that
appear on websites. These ads can vary in size and format, including leaderboard banners, skyscraper
banners, and square banners.
• Visual Elements
• Display ads rely heavily on visual elements such as images, graphics, animations, and videos. High-quality
visuals are essential to capture the audience's attention.
• Text and Messaging
• While visuals are crucial, display ads also incorporate concise and compelling text or messaging. This text
should communicate the ad's message, value proposition, or call to action effectively.
• Call to Action (CTA)
• Display ads often include a clear CTA that tells users what action to take next. Common CTAs include "Learn
More," "Shop Now," "Sign Up," and "Get Started."

• Targeting
• Display advertising platforms allow advertisers to target specific audiences based on
demographics, interests, behaviors, and more. This targeting helps ensure that ads are shown to
relevant users.
• Placement Options
• Display ads can be placed on a wide range of websites, including news sites, blogs, social media
networks, and specialized niche websites. Advertisers can select specific websites or use
automated placement options.
• Ad Networks
• Advertisers often use ad networks or demand-side platforms (DSPs) to manage their display ad
campaigns. These platforms provide access to a network of websites and streamline the ad buying
process.

References
• https://searchengineland.com/guide/what-is-seo
• https://docs.google.com/presentation/d/1 6oz-k-YmnuNVh7E2IB cS uzX4DzYcTnktTKH4md9k/htmlpresent
• https://developers.google.com/search/docs/fundamentals/seo-starter-guide
• https://btninfosolution.in/top-10-prominent-reasons-of-why-seo-is-important-for-a-business/
• https://www.wordstream.com
• https://www.javatpoint.com/
• https://www.oberlo.com/ecommerce-wiki/search-engine-marketing-sem
• https://www.geeksforgeeks.org/search-engines-work/
• https://corporatefinanceinstitute.com/resources/valuation/pay-per-click-ppc/
• https://searchengineland.com/guide/what-is-paid-search

CCCW332-Digital Marketing Unit-2 Notes

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CCCW332-Digital Marketing Unit-2 Notes