What is Digital Marketing

Digital marketing refers to the use of digital channels and technologies to promote or market products and services to consumers and businesses. It includes a wide range of tactics and techniques, such as search engine optimization (SEO), social media marketing, email marketing, content marketing, influencer marketing, and more.

Some of the key benefits of digital marketing include:

1. Greater reach: Digital marketing allows businesses to reach a wider audience, as it is not limited by geography or traditional marketing channels.

2. Increased engagement: Digital marketing channels, such as social media and email, can help businesses build relationships with their customers and increase engagement.

3. Measurable results: Digital marketing efforts can be easily tracked and measured, providing businesses with valuable insights into their marketing campaigns and enabling them to make data-driven decisions.

4. Cost-effectiveness: Digital marketing can be more cost-effective than traditional marketing methods, as it allows businesses to target specific audiences and track the results of their campaigns in real-time.

To be successful with digital marketing, businesses should develop a comprehensive digital marketing strategy that takes into account their target audience, goals, and budget. This may involve creating a website, building a social media presence, producing content, and using paid advertising to reach potential customers.

Google Business Profile

A Google My Business page is a free business listing provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. By creating and verifying a Google My Business page, businesses can help potential customers find them more easily online and get important information such as their address, phone number, and hours of operation.

To create a Google My Business page, follow these steps:

1. Go to the Google My Business website (https://www.google.com/business/https://www.google.com/business/) and click "Start now"
2. Sign in to your Google Account or create a new one
3. Enter your business name and address
4. Choose a category that best represents your business
5. Verify your business by phone or mail

Add additional information such as your business hours, phone number, and website

Once your Google My Business page is set up and verified, you can begin managing your online presence by adding photos, responding to reviews, and updating your business information as needed. It is important to keep your Google My Business page accurate and up-to-date, as this can help improve your visibility and attract more customers.

SEO Checklist 2022 | Sukanya SEO Analyst

 SEO Checklist 2022

Complete SEO checklist 2022 !!!

1. Basic SEO checklist

2. Keyword research checklist

3. Onpage & Content Optimization checklist

4. Technical SEO checklist

5. Off-Page checklist

6. Local SEO checklist

BASIC SEO

• Set up Google Analytics
• Check and setup google search console
• Install and configure SEO plugin (yoast ,rankmath)
• Check (about us, contact, terms and services, privacy policy ).
• Submit sitemap
• Create robot.txt
• Check manual penalties in the search console
• Check site is indexed or not
• Check and setup tag assistant

KEYWORD RESEARCH

• Analyze website content
• Check the location
• Identify competitors
• Check keywords in tools (Keyword Planner)
• Check competitors keywords
• Create a keyword list
• Prioritize keywords with search volume and SD
• Choose long-tail keywords
• Include the keyword in Url
• Use LSI keywords

ON PAGE AND CONTENT OPTIMISATION

• Create an internal structure
• Create a unique title
• Create Meta description
• Write for people
• Find H1 tag
• Include keywords in the content
• Always use simple, relevant, and unique content
• Setup Permalink
• Give alt text to images
• Create internal and external links
• Optimize images
• Check and fix cannibalization
• Update outdated contents
• Follow Google algorithms

TECHNICAL SEO

• Check for HTTPS
• Check duplication versions of the site
• Check site is mobile friendly 
• Check site loading speed
• Fix broken links
• Find orphan pages
• Check canonical tags
• Use redirection
• Keep pages at  max 3 clicks from reach

OFFPAGE OPTIMISATION

• Build powerful backlinks
• Create foundational links
• List in local directories
• Build links with guest posting
• Check competitors backlinks
• Submit links to submission sites

LOCAL SEO

• List in google my business
• Claim your Yelp listings
• Submit business information to directories
• Submit consistent NAP details

Google Analytics

Use of Google Analytics

Google analytics is a digital software and also it is a google's free web analytics service. google analytics analyze details about the visitor on your website.

Google analytics analyze details about the visitors on your website.many questions can be answered by google analytics. some questions are below

• How many users visiting our website and from where.
• How many user do visit from desktop, mobile phone and tablet.
• which are the popular page on the website.
• where my visitor live

Different types of visits

Organic visit: The number of people visited our website as a result of an internet search engine like Google, Bing, etc. it is very important in SEO, as our goal is to increase the organic visits to a site.

Direct traffic: some people directly enter the url of the website or bookmark some sites for future use. the traffic by these searches is direct traffic.

Referral visits: Visit we get through referral links from other websites.
Social media visits: Visits from social medias like Facebook, Twitter, etc.

.

STEPS

1 Login your Gmail account.

2 Go to www.google.com/analytics

3 Now click on sign in option on the right side of the webpage.

4 Then from the dropdown list select Analytics, we will be redirected to the following window.

5 Click the Sign up button and the page for new account creation appears in which, we have to fill in the details of our website like account name, website name, its url, etc

6 From the industry category, select the appropriate industry. And filling the next option, Reporting time zone. It should be based on the time of that country for which we are creating website for.

7 Click the Get Tracking ID button. Now a Terms of Service Agreement of Google analytics appear. Choose the respective country from the drop down menu and click on I Accept. and copy the Tracking ID

8 Now go to blogger, select Settings and from that select the Other option. Then paste the Tracking ID in the Analytic web property id text field under Google Analytics label and click on the Save settings option in the right most side of the window.

9 Go back to google analytics and copy the tracking code  go to blogger, then Theme and select the Edit HTML option and paste it in the head section.and save it by clicking Save theme button. Now the process is completed.

10 Then back to Google Analytics and on the left side, select All Website Data and choose website data.and select Real time and select Overview. Then we can track the real time overview of our website.

Many questions can be answered by google analytics. google analytics will help you to achieve your goals and objectives.

Google search console and it's Verification Steps

Google search console

Google webmaster tools, now named Google search console. search console is very useful for SEO, and it is a communication mechanism. it act as a platform for google to advice webmasters to optimize their websites and it helps the webmasters to check indexing status and errors.

Verification Steps

1. create a blog
2. Open the created blog in view blog, and copy the url (https://www.blogname.blogspot.in)
3. Login into your Google search console account or Google webmasters tools account i.e., https://www.google.com/webmasters/tools.

paste the url to the text field box. and click on the ADD PROPERTY button .

   

           

 4. Again go back to search console and click "verify'' button.

5. Now a message appears with a green tick mark saying "congratulations, you have             successfully verified the ownership of your blog.

 

6. Back to blog post and main heading click then copy it's url. and the url paste to the search console bar and entering. google conform that url is on google. if Google doesn't have that url, give it a live url test After the blog is verified, you have to submit the indexing request.

         

7. Wait for indexing to complete and the process is completed.    


To learn more about SEO please refer On page optimization.
     

SEO- On page Optimization

What is Onpage SEO

On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML  source code of a page that can be optimized as opposed to off-page which refers to the link and other external signals. on-page SEO techniques include optimizing the content, adding links and images, and giving appropriate titles and meta-description. on-page optimization done in order to improve its position in the search engine result the web-page optimization can be done in two parts the are Head part and the Body part. Head part including title tag, meta tag, and meta descriptions. Body part including head tag contents, image, and internal links.

ON-PAGE OPTIMIZATION METHODS

1. Title optimization

2. Content optimization

3. Meta description optimization

4. Anchor Text Optimization

5. Keyword Optimization

6. Image Optimization

TITLE OPTIMIZATION 

     

META DESCRIPTION OPTIMIZATION

The title name should only contain about 55-60 characters. The Google text visibility is 70 character lengths and the Google pixel width is 512 pixels. So the title should not exceed both limits. That is writing titles in all capital letters may lead to an increase in pixel width. Here are some best practices you should follow for creating titles on pages:

• Each page should have a unique title.
• If practical, try to include your Primary Keyword Phrase in the title of every page.
• Begin the title of your home page with your Primary Keyword Phrase, followed by your best Secondary Keyword Phrases.
• Use more specific variations to your Primary Keyword Phrase on your specific product, service, or content pages.                                                                                                         

The title of the page can also be a meta description. In the case of web pages, the meta tag description can be up to a limit of 155-160 characters but when it comes to posting like articles or blogs the character limit gets reduced to 155 characters. There are a number of other ways to do a bulk analysis of your meta descriptions. When doing a bulk analysis of your meta descriptions you want to confirm a number of elements:

• size and length of your meta descriptions (512px)
• content matter of your meta descriptions
• keyword density of your meta descriptions
• content uniqueness
• relevancy

  ANCHOR TEXT OPTIMIZATION

       

  

Anchor text is easily visible to Google. It is the clickable text that the user sees as a result of a link. the anchor text is fuel or catalyst in crawling the content of our publishing page. the use of anchor text is very useful as it brings visitors to our pages. but when usage is more, then quality is passed and also confusion occurs. equity won't be passed for internal links.

KEYWORD OPTIMIZATION

Keyword optimization (also known as keyword research is the act of researching, analyzing, and selecting the best keywords to target to drive qualified traffic from search engines to your website.

Keyword search optimization is a critical step in the initial stages of search engine marketing, for both paid and organic search. If you do a bad job at selecting your target keywords, all your subsequent efforts will be in vain. So it’s important to get keyword optimization right.

But optimizing keywords isn't something you do ONLY at the outset of a search marketing campaign. Ongoing keyword optimization is necessary to keep uncovering new keyword opportunities and to expand your reach into various keyword verticals. So keyword optimization isn’t a set it and forgets it process. By continuously performing keyword analysis and expanding your database of keywords, your site traffic, leads and sales will continue to grow.

IMAGE OPTIMIZATION

The image consists of src and alt mainly. The alternative text in an image is alt and src refers to the source path. The alt name should be meaningful and should be related to the image. Using irrelevant names can degrade the image. Also, the image file name should be meaningful and related to the image. It should be written in words separated by hyphens or underscores. The content of the publishing page and the image should also be related to each other.

         

History and Evolution of SEO

HISTORY AND EVOLUTION OF SEO

Larry Page and Sergey Brin founded Google in 1998 to promote Google Search, which has since become the most popular web-based search engine. The first stage search results for the queries were sent to the user's email address, and retrieving a result would have taken around 24 hours. In 2011, the Internet and the usage of search engines became increasingly popular among individuals all over the world. Today, Google is at the core of search engine optimization (SEO).

What is SEO?

     

        SEO stands for search engine optimization, which is used to improve the quality of websites. SEO involved three processes crawling,  and indexing. Crawling is a process by which search engines scan a website and collect details about each page: titles, images, keywords, other linked pages, etc... Crawling is the first phase of working on any search engine like Google. After crawling processes search engine renders data collected from crawling, this process is called indexing.

• SEO is free and organic
• Traffic is generated from the google
• Criteria are the keywords
• The website is optimized in line with Google guidelines
• Elevating the website to top pages takes time

Webmasters are part of SEO, webmasters work to optimize on-page activities. Google introduces the Google starter guide for webmasters for improving web pages. This document first began as an effort to help teams within Google, the starter guide basically says; that the title should be unique when creating the page title, improving the site structure, optimizing the content, etc.    

SEO PRACTICES:

• Black Hat SEO
• White Hat SEO

               

 

  

      

     

Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don’t solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, sneaky redirect, and paid link.

Keyword stuffing:                                                                                                        

Keyword stuffing refers to the practice of filling your content with irrelevant keywords in an attempt to manipulate where the page ranks on search result pages.

Clocking:

Clocking involves showing one piece of content to users and a different piece of content to search engines.

Sneaky Redirects:

   
 A redirect involves sending someone to a different URL than the one they initially clicked.

Paid Links      

    
Search engines like google strictly ban the buying and selling of links. they state on their website that "any links intended to manipulate page rank or a site's ranking in google search result may be considered part of a link scheme and a violation of google's webmaster guidelines."

• White Hat SEO

White Hat SEO is the type of search engine optimization that compiles with the quality guidelines of search engine operators. it is ethical and legal.

GOOGLE ALGORITHM UPDATES

     

Google initially made some algorithm updates and the most important updates are content specifications, link specifications, and quality link specifications.

 what is page rank? 

         

PageRank (PR) is a calculation, famously invented by Google founders Larry Page and Sergey Brin, which evaluates the quality and quantity of links to a web page to determine a relative score of that page’s importance and authority on a 0 to 10 scale, page rank is also called trust value.

 what is passing the juice?

When a website links to your site, or when you link internally from one of your pages to another, the link passes PageRank points. This passing of PageRank points is also commonly called “link juice” or “link equity” transfer.

 what is Google AdWords?

    

AdWords came out of a roughly month-long beta with about 350 advertisers in October 2000. With the launch, Larry Page, Google’s co-founder and CEO said of the new ad product, “AdWords offers the most technologically advanced features available, enabling any advertiser to quickly design a flexible program that best fits its online marketing goals and budget.”AdWords was actually Google’s second advertising program. 

What is Google AdSense? 

          

    

Google AdSense is a CPC (cost-per-click) advertising program that allows website publishers to serve automatic text, image, video, and rich media adverts that are targeted to site content and audience. This makes it possible for website owners to maximize their website's profitability. This free Google AdSense tutorial course will give you a general introduction to Google AdSense and what it can do for your website.

What is Google Suggest?

Google Suggest or autocomplete is a Google search engine function that provides suggestions to users as they enter their search query into the search box. Google Suggest was introduced in the US in 2008 and in Germany in 2009. The advantage is that the user reaches the desired search result faster, without having to do a new search. While typing letters in the Google search box, the form sends the data to servers working in the background which automatically make suggestions for how the query could continue.

what is bounds rate?
     

          

It represents the percentage of visitors who enter the site and then leave ("bounce") rather than continuing to view other pages within the same site. The bounce rate is calculated by counting the number of single-page visits and dividing that by the total visits. It is then represented as a percentage of total visits.

GOOGLE UPDATES

Google panda

Google Panda Initial Release Date: February 23, 2011

The stated purpose of the Google Panda algorithm update was to reward high-quality websites and diminish the presence of low-quality websites in Google’s organic search engine results. The Panda algorithm update includes:

Duplicate content - Copied content that appears on the Internet in more than one place. Duplicate content issues can also happen on your own website when you have multiple pages featuring the same text with little or no variation

Low-quality content - Pages that provide little value to human readers because they lack in-depth information.

Content farming - Large numbers of low-quality pages, often aggregated from other websites

Google Penguin

Google Penguin Initial Release Date: April 24, 2012

Following on the heels of Panda, the Penguin update was announced by Google as a new effort to reward high-quality websites and diminish the search engine results page (SERP) presence of websites that engaged in manipulative link schemes and keyword stuffing.

Penguin targeted two specific practices:

Link schemes - The development, acquisition, or purchase of backlinks from low-quality or unrelated websites, creating an artificial picture of popularity and relevance in an attempt to manipulate Google into bestowing high rankings.

Keyword stuffing- Populating a web page with large numbers of keywords or repetitions of keywords in an attempt to manipulate rank via the appearance of relevance to specific search phrases.

Google Pigeon

GOOGLE PIGEON INITIAL RELEASE DATE: AUGUST 20, 2013

      

The pigeon was designed to tie Google’s local search algorithm closer to their web algorithm and to improve ranking parameters based on distance and location.

Google Hummingbird

Google Hummingbird Estimated Release Date: August 20, 2013

Hummingbird update is related to the semantic search results and it provides deep and detailed information on the search queries.

 What is Google Rank Brain?

Google Rank Brain Release: October 26th, 2015

Rank Brain is a component of Google’s core algorithm which uses machine learning (the ability of machines to teach themselves from data inputs) to determine the most relevant results to search engine queries. 

What Is Mobilegeddon & the Google Mobile-Friendly Update

On April 21, 2015, Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results.

One of the best ways to prepare is to test that Google considers your web pages to be mobile-friendly by using its Mobile-Friendly Test tool. More about the algorithm, including ways to bring improve the mobile-friendliness of your pages.

PARKED DOMAIN

     

Parked domains are basically an alias domain name to your primary domain, it will be pointing to the same webpages as your primary domain is pointing to, i.e. multiple domains, same website.

Exact Match Domain(EMD)

Google announced that the parked domain which was Exact Match Domains will be removed from the websites. This led to a large-scale reduction in the presence of EMDs in the search results. This update was announced on 27 September 2012.