Testbook case study
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This document provides a digital marketing presentation addressing strategies to increase visibility of an e-learning app for banking job aspirants. It discusses optimization of title tags, meta tags, header tags and body content with keywords. It recommends linking strategies, user orientation, keyword research, competitive analysis and active marketing tactics like social media promotion, email marketing, pay-per-click ads, and providing discounts and referral bonuses. The presentation emphasizes the importance of high-quality, keyword-optimized content and a long-term commitment to search engine optimization.
Testbook case study
- 1. DIGITAL MARKETING PRESENTATION ADDRESSING MARKETING STRATEGY FOR E-LEARNING APP TO BANKING JOB ASPIRANTS SEO, SEM, ADWord
- 2. Company Background & Scope Testbook.Com was born on the month of April,13. The adjective & mission of the company is to innovate and reshape the process of how aspirants prepare online for competitive exam. Current status: 100k+ registered student & 5M question solved Scope: To find best way to increase the visibility of E- Learning App for Banking job aspirants
- 3. Case Analysis by Digital Marketing Title Tagging Meta Tagging Header Tagging Body Creation Strategy Linking User Orientation Keyword Research Competitive Analysis Active Marketing Strategy
- 4. Title Tagging This is most important of all. If I have the title tag set up right, and it's a unique enough phrase, I can rank on page one for this alone. Writing the keywords early in the title, and placing the company name last. If this is a widespread brand like Coca-Cola, then we need to follow the opposite pattern. Example with a html code: Title tag (<title>BANKING JOB - testbook.com</title>)
- 5. Meta Tagging Placing keywords between the quotation marks after "content," separated by commas. Google ignores this, but it appears that other search engines like Bing still review it. Example with a html code: Description--<meta name=" CUSTOMIZE THE BANKING JOB BY MOBILE APPLICATION" content="DOWNLOAD THE APP HERE"/>. Keywords--<meta name=" CUSTOMIZE THE BANKING JOB BY MOBILE
- 6. Header Tagging BANKING JOB ONLINE EXAM, COMPARE WITH TOPPER AND FIND THE AREA REQUIRED TO IMPROVE --This HTML tag should contain the core keywords, one per page.
- 7. Body Creation Strategy Content--Use content that matches the keywords on testbook.Com. That should ideally have 400 to 800 words on a page. Bolding--Including bolded keywords that match the topic/theme on the webpage. Create a blog--Wordpress is an amazing blog that is free and can easily be optimized via plug-ins. Then, write the entries to motivate the aspirants by the SWOT analysis of a banker twice a week.
- 8. Linking Use links and anchor text to create popularity and reputation around keywords (Example: shouldn't link to just "click here," but create a better link like, “register for free solve 10 question and get your rank for free"). Internal links (link to other pages on the site) Outbound links (linking to another authority site on quant, banking general knowledge and verbal related topic) Reciprocal links (joining link exchanges and contact partners to exchange links) One-way links (when other sites link to testbook blog, press releases or articles) are typically more effective than outbound and reciprocal ones. For some internal links, use "rel=nofollow" in the code to avoid losing PageRank to less important pages like "about us," "contact us" and "privacy policy."
- 9. User orientation Making sure testbook.Com has valuable and readable content. If it has optimized for search engines only and no users stick around the website, then these haven't been successful. Navigation, directory structures and file names should be well defined. An easy way to solve this is to use breadcrumb navigation and linked navigation, not flash or JavaScript or image-based links. Develop a flat directory structure (no more than three levels deep) and name the keywords in the file name (ex: content-BankingJobElearning-system.htm) “Users first, then search engine”
- 10. Keyword Research Keyword development is one of the first places to start. Two to three keywords per page is possible. Combined with the items listed in the first five steps above, testbook.Com will have a high success score. Using tools like Yahoo! Search Marketing/Overture, Google's Keyword Tool and SEOBook keywords tool, optimize the success score and website rank. Trying to shoot for keywords that have higher search counts; over 20,000 searches for those keyword are good.
- 11. Competitive Analysis Finding out what the competition is doing. Typing in the search term into a search engine and locating three to five of the top results. Looking at these sites and see what they are doing in the HTML (on-page) and linking (off- page) areas. Best way to find out how many sites are linking to testbook.Com competition, type "link:http://www.competitorname.com" into Google. Doing the same in Yahoo!, and we can see a higher count because Yahoo! is more all-inclusive.
- 12. Active Marketing Strategy Facebook, Linkedin Promotion – Generating lead through interesting and convincing blog links of testbook.Com in several groups of facebook, linkedin Sharing interesting banking job related links in facebook, linkedin page of testbook.Com twice a Day. Email Marketing – Designing interesting and convincing digital flex by Mailchimp and many more and promoting that flex to leads got by channels and existing users through Mailchimp e-mail. Reaching to the door of Pay-per-Click – Google Adsense – making sure the adds are shown to people between 18-30 year aged people. Reaching to the door of coupondunia and many more coupon sites for providing discount coupon per course. Giving out the provision of discount for recommendation to the paid user such that, the paid user get % money back once his/her recommended user becomes paid user.
- 13. Be Cool Don't let this business get to you; it's frustrating at times. SEO is a long-term commitment. Some weeks are great, others are not. It's a serious investment of time, sweat and staying in the market. The best success factors so far I've seen: Approach content and website design in a natural way; being ethical (don't spam); and keeping it real as
- 14. Looking forward your innovative and informative questions … Email- souvik.souvik.roy@gmail.com Mob- +91-9748685979 Thank You