MARKETING

“Father of Modern Marketing” - Philip Kotler

As Philip Kotler explains in his book Marketing Management, “Marketing is
an administrative and social process through which individuals and groups obtain
what they need and desire by the generation, offering and exchange of valuable
products with their equals”.

TRADITIONAL MARKETING
Traditional marketing refers to any type of marketing that isn't online. This
means print, broadcast, direct mail, phone, and outdoor advertising like billboards.
Also It refers to a kind of promotion, advertisement, includes flyers, billboards, TV ads,
radio ads, print advertisements, newspaper ads, etc. From newspapers to radio, this
method of marketing helps reach targeted audiences.
Advantages of Traditional Marketing:
● Easy to reach local audience
● Promotional materials can be kept and recycled
● It’s familiarity makes it easy to understand
● Studies suggest that hard copy marketing are easier to process and recall
● It has a high and proven success rate

DIGITAL MARKETING
Digital marketing is the use of the Internet, mobile devices, social media, search
engines, and other channels to reach consumers. Digital marketing targets a specific
segment of the customer base and is interactive. Digital marketing is on the rise and
includes anything online that incorporates marketing with customer feedback or a
two-way interaction between the company and customer.
Digital Marketing is a modern way of marketing Technique.In which we promote,
sell products and services by online marketing. It also refers to the Marketing of any
kind of business through digital media and devices.
Advantages of digital marketing:
● Low Marketing and advertising cost
● Huge return on investment
● Easy to measure
 ● Easy to adjust
● Brand development
● Easy to share
● Precise targeting
● Customer segmentation
● Global
● Greater engagement

Comparison between Traditional marketing & Digital marketing:

● Traditional marketing can be more expensive than digital marketing.
● Traditional marketing is often not as measurable as digital marketing.
● Traditional marketing can take longer to execute and refine than digital
campaigns.
● Traditional marketing doesn’t have the same ability to target and sub-segment
as digital.
● Traditional marketing is gradually losing its audience.

Categories of Digital Marketing:

a) Inbound Marketing

Inbound marketing refers to the technique whereby one can take

up the assistance of social media, webinars, e-books, newsletters as well
as the increase in the number of clicks on the links i.e. PPC.

This helps a customer to learn regarding the company and all the
products offered by it.

b) Outbound Marketing
Outbound Marketing is a marketing aspect that deals with
reaching out to potential buyers through digital platforms, calls, email
and placing advertisements.
DIGITAL MARKETING CHANNELS

Content Marketing
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content to attract and retain a clearly
defined audience and ultimately to drive profitable customer action.
Content marketing includes things like educational articles, e-books, videos,
entertainment and webinars that answer specific questions people have and provide
them with something that they can't get elsewhere. It's the best way to turn your
products into something that is not like everyone else's.

Ways to make Content Marketing effective

● Have a plan
● Know your audience
● Know when and where to post
● Maintain quality over quantity
● Experiment with content
● Focus on people, not search engines
● Optimize content

Blogging
Blogging refers to writing, photography, and other media that's self-published
online. Blogging started as an opportunity for individuals to write diary-style entries,
but it has since been incorporated into websites for many businesses.
Blog marketing is any process that publicizes or advertises a website, business,
brand or service via the medium of blogs. This includes, but is not limited to marketing
via ads placed on blogs, recommendations and reviews by the blogger, promotion via
entries on third party blogs and cross-syndication of information across multiple blogs.
Effective blogging is an essential part of an overall digital marketing strategy. It
drives traffic to your website, generates new leads for your company, helps you nurture
those leads, and gives you increased insight into your customer base.
Tool:
Blogger (https://www.blogger.com/)
 WordPress (https://wordpress.com/)

Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the Internet has
brought new life to this old standby. With affiliate marketing, influencers promote
other people’s products and get a commission every time a sale is made or a lead is
introduced. Many well-known companies like Amazon have affiliate programs that pay
out millions of dollars per month to websites that sell their products.

Tool:
Amazon Associates (https://www.amazon.in/) and Blogspot
(https://www.blogger.com/)

EMail Marketing
Email marketing is the act of sending a commercial message, typically to a
group of people, using email. Email marketing is a digital marketing strategy based on
sending emails and developing relationships with prospects and customers. An
effective email marketing strategy converts prospects into customers, and turns first
time buyers into recurring customers. Email marketing helps you connect with your
audience to promote your brand and increase sales. It is also called a Remarketing
technique.

Tool: Mailchimp (https://mailchimp.com/)

Search Engine Optimization (SEO)

Search engine optimization is the process of improving the quality and quantity
of website traffic to a website or a web page from search engines. SEO targets unpaid
traffic rather than direct traffic or paid traffic.

Search Engine Marketing (SEM/PPC)

Search engine marketing is the practice of marketing a business using paid
advertisements that appear on search engine results pages (or SERPs).
 PPC stands for pay-per-click, a model of internet marketing in which advertisers
pay a fee each time one of their ads is clicked. Search engine marketing is one of the
most popular forms of PPC.

Social Media Optimization (SMO)

Social media optimization (SMO) is the use of social media networks to manage
and grow an organization's message and online presence. As a digital marketing
strategy, social media optimization can be used to increase awareness of new products
and services, connect with customers, and to make potential results.

Social Media Marketing (SMM)

Social media marketing (SMM) is the use of social media websites and social
networks to market a company's products and services. SMM refers to both organic
and paid digital marketing efforts on social media networks like Facebook, Instagram,
Twitter, LinkedIn etc. Social media marketing provides companies with a way to reach
new customers, engage with existing customers, and promote their desired culture,
mission, or tone.

Content Marketing

Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind when
it's time to buy what you sell.

Content marketing helps you to: Build brand awareness, trust and loyalty - people consuming
your content will start to build an impression of your brand. Publishing informative,
well-researched content means your business will be seen as authoritative and trustworthy.

Things content marketing can do:

● Driving traffic to key landing pages
● Spreading brand awareness
● Building relationships
● Bringing in revenue
 ● Generating social shares and backlinks

Content marketing works best, but it can take around six to nine months to start seeing
substantial results. Keep in mind that the answer for your business could look very different.
You might see results more quickly, depending on how much effort you put into strategy,
production, and promotion.

Types of Content Marketing:

There are many different types of content marketing, including:

● Blogging
● Video
● Podcasting
● Email
● Visual content
● Ebooks
● Slideshare presentations
● Quizzes/tools
● Checklists
● Courses
● Webinars
● Social media posts

Blogging
Blogging is an important part of any content marketing strategy because it is the part of your
site that you will most frequently update with new posts and information to keep readers
engaged. It is often through blog content that you first entice people to your site and start to
build your brand's audience.

How to write a Blog post:

● Brainstorm blog topics
● Refine your topic with keyword research
● Define your audience
● Create an organized outline
● Write engaging content
● Craft an irresistible headline
● Stylize your blog post
● Pick relevant images
 ● Implement calls-to-action
● Optimize for SEO
● Edit and publish your blog post
● Promote the final article

If it is compressed to 5 points,
● Define your goals
● Perform some target market research
● Come up with topic ideas and keywords to target
● Create a content calendar
● Build amazing content

BLOGGER ( www.blogger.com)
Blogger is a blog site of Google which hosting is not needed. It can be used to create a
blog site or a website with other pages.
Steps:
1. Search blogger in google
2. Sign in with Google
3. Create a site by adding Title (Site name), blog address (site url) and display name (blog
author)
4. To create a blog post,
Posts > New post
Create post > publish
5. To create a page,
Page > new page
Create page > publish
Layout > pages > make it on
6. To change/select/edit theme, Select themes > Customize
7. To change settings, Select option settings
8. To get the report, Select stats option and Comment option.

Free image downloading sites:

1. Pexels
2. Unsplash
3. Freepik
4. Pinterest

While writing a blog:-

 1. Choose The Right Platform
2. Pay Attention to Image Copyrights and Licenses
3. Onsite SEO Optimization is Important for Growth
4. Keyword Research is VERY Important -add main keywords across content
5. Catchy Headlines are important for Social and SEO
6. Repurposing Content is a Secret Weapon for Expert Bloggers
7. Videos are a Great Way to Boost Engagement and Stand Out from the Crowd
8. You can Re-share Old Posts to Boost Traffic
9. have to be consistent in your schedule
10. Comment on Other Blogs and Networks to Grow Your Brand
11. Social Media is Important But Always Remember It’s Rented Land
12.

Email marketing is the use of email to promote products or services while

developing relationships with potential customers or clients. Email marketing is a
form of marketing that can make the customers on your email list aware of new
products, discounts, and other services. It can also be a softer sell to educate your
audience on the value of your brand or keep them engaged between purchases.
Email marketing is still ranked as the most effective marketing channel,
beating out social media, SEO, and affiliate marketing. With email marketing you
own the connections—you don’t have to worry about algorithm changes tanking
your reach. That’s why building a successful email marketing campaign is more
important than ever.

Three important types of email marketing that you can use to earn the
attention of your customers and prospects.
1. Email Newsletters
 The email newsletter is a one-off communication that can be used to send
promotional messages, important account information, product updates, and more.
Done well, an email newsletter will help build brand recognition and awareness.
In creating an email newsletter, it’s important to consider a variety of factors,
including:
● Content length
● Type of information
● Placement of images and text
● Design
● Call to Action

2. Transactional Emails
Transactional emails are messages that businesses need to send in order to
facilitate a transaction or provide a product or service, as requested by the
customer. For this reason, companies don’t need to obtain consent from the
customer to send transactional emails. Email receipts, invoices, billing statements,
order confirmations are examples of transactional emails. They are triggered by
user behavior.
Transactional emails present a fantastic opportunity to turn a routine email
into a path back to your website. Email receipts, for example, generate high open
and click rates.
Businesses use transactional emails to communicate important information
to customers at critical moments in the customer journey.
3. Behavioral Emails
Behavioral emails are targeted messages based on a user’s behavior.
Simply put, what behavioral email boils down to is this: personalization. By
getting to know your customers and creating buyer personas, you can tailor your
emails to be relevant to where customers are in the buying cycle.
Here’s a list of 10 types of behavioral emails you can automate:
1. Welcome/Onboarding
2. Browse abandonment
3. Recommendations
4. Product review requests
5. Replenishment/re-orders
6. Password renewal/reminders
7. Free Trial expiry
8. Cross-selling
9. Purchase anniversary renewals
10. Re-engagement

An effective email marketing campaign requires three essential elements:

1. An Email List
You need an active email list. This is a database of email contacts who have
expressed interest in receiving marketing communications from your brand.

There are many ways to build an email list. One of the easiest is to create a
lead magnet (also called an offer) your target audience is interested in, like a
coupon, in exchange for their email addresses.

2. An Email Service Provider

An email service provider (ESP), also known as an email marketing platform,
is software that helps manage your email list. It also helps design and execute
automated email marketing campaigns. Eg: Mailchimp
3. Clearly Defined Goals
You can use email marketing to achieve many business goals. For example,
you can use email marketing to:
● drive sales
● boost brand awareness
● generate and nurture leads
● keep customers engaged
● increase customer loyalty and lifetime value

Advantages and Disadvantages of Email Marketing

Advantages:
● Email Is Permission-based
● Affords You Direct Access to Your Audience
● Gives You More Control
● More Personalization Capabilities
● Measurable
● Scalable

Disadvantages

● Tough Competition
● You Need an Email List
● Tricky Rules and Regulations to Navigate: Common examples include
CAN-SPAM
● Delivery and Deliverability Issues
KEYWORDS:
Keywords are ideas and topics that define what your content is about. In terms
of SEO, they're the words and phrases that searchers enter into search engines, also
called "search queries."
SEO keywords range from single words to complex phrases and are used to
inform website content to increase relevant, organic search traffic. Your audience uses
them when searching for something related to your brand.

Types of Keywords:
1. Short Tail Keywords:
Short-tail keywords are short keywords that are made up of three

words or less. Sometimes they are also called the Head keyword.

Short-tail keywords have a huge amount of search volume but are also

highly competitive. For the audiences, they use short-tail keywords when

they are at the very first step of researching for stuff.

Characteristics: High search volume, high competitive rate, broad

search intent, low conversion rate; use it as a theme keyword that

appears consistently throughout your website.

2. Long tail Keyword:

Long-tail keywords consist of more than 3 words. They are also

usually much more specific than short-tail keywords. They have a much
lower search volume compared to a short-tail keyword. But they make it
up by being much less competitive.
 Characteristics: Low search volume, low competitive rate, specific

search intent, high conversion rate; use this for targeted pages

especially product pages and blog posts.

3. Short Term Keywords:

You can make use of a fresh keyword’s explosive volume of search

to attract more organic views but be prepared for a harsh fall when the

hype is over. The thing with fresh keywords is, you can put in with the

latest news and attract some new audience, breaking from your old,

existing audiences.

Characteristics: Explosive search volume, medium competitive rate,

specific search intent, high conversion rate; use it to create

up-to-date content for view.

4. Long Term Keywords:

Evergreen keywords are those that are relevant all the time. Contents

surrounding evergreen keywords tend to be informative and educational. The

more educational content you pump out, the more authoritative you become.
Which means a higher position in SERP. Bringing you more exposure, more

views, and more loyal readers.

Characteristics: Moderate search volume, medium competitive rate,

specific search intent, high conversion rate; use them to craft

detailed, informative pieces that can be updated regularly or age

well.

5. Product Defining Keywords:

These are the keywords that explain and describe your product.

Searchers searching for a product defining keyword is looking for

something very specific. And you can either be exactly what they want or

not at all. When you’re targeting a product defining keyword, remember

to be as detailed as possible.

Characteristics: Low search volume, low competitive rate, specific

search intent, high conversion rate; use it on your product pages to

stand out from the generic crowd and match user intent.

6. Customer Defining Keywords:

 Imagine our target audience and address them in keywords. The more

detailed you can be, the more information you can use to your advantage.

One-size-fits-all products are rare. So address your target audience

clearly, focus on their pain point because one keyword will make a whole lot of

the difference.

Also, consider using customer testimonials to build a narrative on how

your product benefits them. That will help build better credibility and draw

familiarity with the readers who share similar profiles.

Characteristics: Low search volume, low competitive rate, specific search

intent, high conversion rate; use it to address your customers directly to

create a sense that the product is tailored made for them.

7. Geo Targeting Keywords:

You can target a specific neighborhood, city, state, or even country using a

geo-targeting keyword. This is especially useful for smaller local businesses

where you’d want to attract the most relevant customers, the local customers, to

your storefront.
 Characteristics: Low search volume, low competitive rate, specific search

intent, high conversion rate; critical for local business, and delivery base

business.

8. LSI Keywords:

LSI (Latent Semantic Indexing) Keywords are thematic keywords that are

closely related to the main keyword.

LSI keywords are useful in a sense where you can create topics to fit a

broad theme and target all the smaller branches all based on one root keyword.

In other words, your content will show up for various keywords that users

search for. This keyword will work wonderfully for content or blog posts

creation.

LSI (Latent Semantic Indexing) keywords are words that are related to a

main keyword and are seen as semantically relevant. If your page's primary

keyword is 'credit cards,' then LSI keywords would be things like “money,”

“credit score,” “credit limit,” or “interest rate.”

Eg: Keyword “Apple” have two possibilities:-

Electronics Apple & Fruit Apple.

Even if we use this without further description, google can understand

which is defined in the search. And we can choose what our query is.
 Characteristics: Low search volume, low competitive rate, specific search

intent, high conversion rate; boost ranking signal for the main keyword,

and good for content creation.

9. Intent targeting keywords

When a user performs a query, their intent will fall into these 3
categories:

1. Informational: Users want general information on a specific item

or topic. So use keywords like benefits of, ways to, guide on, facts.

These keywords tend to appear in informational contents aiming to

educate the reader.

2. Commercial: Users with commercial intent are more serious about

making a purchase. So start using keywords like specifications,

expiration date, place of origin, shipping fee, etc to give clearer and

product-specific information.

3. Transactional: This is the last step before a user places an order.

At this point, they are comparing products from multiple stores

and trying to get the best deal. Use keywords like these, best

price, sale, best quality, guaranteed, no fuss refund, etc to make

them feel comfortable to buy from you.

10. Question Keywords

Question keywords have become extremely important since

Google introduced Featured Snippets.

 Once you’ve gathered enough question keywords and start

creating content for them (or optimizing existing content), don’t forget to

pay attention to implementing Schema markup - this will help Google

better crawl and “understand” the content on your page.

Keyword Density
Keyword density is the number of times a keyword appears on a webpage.
Keyword density, also known as keyword frequency, is relevant to monitor to ensure
you’re creating a balance between using a keyword often enough to rank, but not too
often that it hurts your ranking.

To calculate keyword density, follow this formula:

Number of times keyword is mentioned/total number of words on the

page=keyword density

You can turn this ratio into a percentage by multiplying your result by 100.

As an example, let’s say you write an article that’s 1500 words long and uses your key

phrase 20 times. Your keyword density formula looks like this:

20/1500= .013 x 100 = 1.3%

If you want to hit your ideal keyword density, You’ll generally want to stay below 3%.

Keyword Stuffing
Keyword stuffing is the act of loading keywords unnecessarily and unnaturally
on a webpage with hopes to rank for that keyword. Ultimately, it helped these
websites to rank but created a negative user experience (the complete opposite of
Google’s priority) as they do not provide value.

Why NO Keyword Stuffing?

1. Keyword stuffing isn’t user-friendly: When you stuff keywords into your content,

it sounds inhuman. People won’t read your content because it’s difficult to read.

If they can’t read your content, they won’t stay on your site, which will decrease

your rankings further.

2. Keyword stuffing is penalized: Web crawlers will notice that you’re overusing

certain keywords. This is a red flag that leads to a penalty. Google penalties

range from demoting a page in search results to banning your whole site from

Google’s index. If you do a lot of business online, you can lose a lot of

customers.

3. Keyword stuffing isn’t shareable: Keyword-filled content isn’t shareable, so if

you’re writing a blog post or article, no one will want to share it. In a world

where social media can play a huge role in getting your business noticed, it’s

essential to create content that people like so you can build your brand.

Keyword Optimization / Keyword Density 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. Keywords are important because they tell

search engines about the content of your website's page. “Keyword” is also a term

that's used to refer to the words and phrases that people enter into a search engine to

find information that they're looking for. It's much more likely that you'll want to target
two or three keywords per page, even if they're just close variations. Any more than

four is a bit crowded; after all, each page only has one title tag and meta description.

You should focus on one main keyword per page while also including two or

three SEO keyword variations. Each of your pages should be focused on a single topic

with the most important keywords for SEO purposes being included. So pick one to

three keywords for each page.

Check out these four tips if you're ready to begin achieving your optimum keyword

density.

1. Write for your audience first

To be successful with finding the ideal keyword density, start by writing

for your audience first. Instead of focusing on writing for search engines, focus

on creating content for your audience. If you focus on writing for your audience,

you’ll naturally write with a more conversational tone and use your keywords

naturally where they fit instead of trying to force them into your content.

2. Place your keywords in the right place

When you’re focusing on your keyword density, you must put your

keyword in certain areas to ensure your page will rank in the search results.

There are numerous vital places to integrate your keyword, including:

1. H1 tag: This placement helps Google understand the context of

your page and properly rank it in the search results.

2. H2 tags: Google uses headers to help understand your page better

so you can rank in the search results.

 3. Beginning of your article

4. End of your article

5. URL: Google uses your URL to help determine the context of your

page. By integrating your keyword into the URL, you’ll improve

your site ranking.

6. Title tag: This integration ensures that your site appears in

relevant search results.

7. Meta description

3. Use variations of your keyword

To help you reach your optimal keyword density, and still rank for

relevant search results, use variations of your keyword. To avoid keyword

stuffing, you can use keywords that are similar to your core keyword but vary

slightly. These closely related terms don’t count towards your keyword density

but help you rank in similar results.

For example, if you’re trying to rank for the keyword “cheap hotels,” you’ll

want to try keywords like “affordable hotels” or “budget-friendly hotels.” These

keywords have the same meaning as “cheap hotels,” but aren’t that exact

keyword. If you used these keyword variations, you’d help your site rank for

“cheap hotels,” but also for these other keywords.

4. Test your keyword density often

 It’s essential to check your keyword usage to help you reach the optimal

keyword density for your page.

To help you test your keyword density,

Start by testing how a page currently performs. Check your metrics and

ranking to see if the current keyword density positively or negatively impacts

your ranking.

With Google Analytics, you can track your traffic before and after you add

keywords to your site.

KEYWORD RESEARCH TECHNIQUES

Keyword research is extremely important to any SEO campaign and should not be

skipped or taken lightly.

Keyword research is the process of discovering words and phrases (aka

“keywords”) that people use in search engines, like Google, Bing and YouTube.

Keyword research impacts every other SEO task that you perform, including finding

content topics, on-page SEO, email outreach, and content promotion.

a) The power of keyword research lies in better understanding your

target market and how they are searching for your content, services,

or products. Before going to grow a business through search engine

 optimization, you first have to understand who they are, who their

customers are, and their goals.

b) You likely have a few keywords in mind that you would like to rank for.

These will be things like your products, services, or other topics your

website addresses, and they are great seed keywords for your

research. You can enter those keywords into a keyword research tool

to discover average monthly search volume and similar keywords.

c) Care search value while selecting keywords. The higher the search

volume for a given keyword or keyword phrase, the more work is

typically required to achieve higher rankings.

Typically, the higher the search volume, the greater the competition

and effort required to achieve organic ranking success. Go too low,

though, and you risk not drawing any searchers to your site. In many

cases, it may be most advantageous to target highly specific, lower

competition search terms. In SEO, we call those long-tail keywords.

d) Use long tail keywords. Long tail keywords with lower search volume

often convert better, because searchers are more specific and

intentional in their searches.

e) Look into competitors. It could be a good idea to prioritize

high-volume keywords that your competitors are not currently

ranking for. On the flip side, you could also see which keywords from

your list your competitors are already ranking for and prioritize those.
f) Can use keywords by season. Ie, seasonal keywords can be used for

getting more new customers in that particular season. They can be

short term keywords. And after the season the keyword will lose its

search.

g) Can use keywords by region. It can be used for getting local customers

and also new visitors searching for that place. Geo targeting keywords

can be used here.

h) The format in which Google chooses to display search results depends

on intent, and every query has a unique one. Google describes these

intents in their Quality Rater Guidelines as either “know” (find

information), “do” (accomplish a goal), “website” (find a specific

website), or “visit-in-person” (visit a local business).

The best 5 intents are:

I. Informational Queries: The searcher needs information, such as

the name of a band or the height of the Empire State Building.

II. Navigational queries: The searcher wants to go to a particular

place on the Internet, such as Facebook or any page.

III. Transactional queries: The searcher wants to do something,

such as buy a plane ticket or listen to a song.

IV. Commercial Investigation: The searcher wants to compare

products and find the best one for their specific needs.
 V. Local queries: The searcher wants to find something locally, such

as a nearby coffee shop, doctor, or music venue.

Keyword Match Types:

1. Exact Match: These keywords are based on exact search queries and terms,

down (or almost) to the last detail. The search query has to match the

keyword exactly for the search engine to trigger your ad to show up. the

traffic you generate through exact match keywords is curated and easier to

convert for you.

Eg: Exact match keyword: [women’s hats]

Matching searches:

women’s hats

ladies hats

hats for women

hats women

The probability of an exact match is low, so the traffic you get to your

website will be lower than if you drive through broad or phrase match

keywords. To increase the volume of traffic, you will have to add more

keywords to your campaign. Still, the fact that the chances of conversion are

highest means that even low traffic could boost your sales.
2. Phrase Match: Phrase match keywords lie somewhere in between: they are

more focused than broad match keywords but less so than exact ones. This

does provide you with greater flexibility in terms of getting visitors to your

website.

In phrase match keywords, additional words can be added either

before or after, but not in the middle of the key phrase.

Eg: Phrase match keyword: “women’s hats”

Matching searches:

blue women’s hats

buy hats for women

ladies hats on sale

3. Broad Match: Broad match keywords are the ones that enable you to reach

the widest audience possible, letting you drive a larger volume of traffic to

your website.

Broad match type keywords have the most drawbacks of the three

options:

The traffic your website will receive won’t be refined;

Most visitors will be random individuals who stumbled across

your ad;

Some of the keywords your ads will be shown for can be totally

irrelevant to the theme or topic of your website or blog.

 Eg: Broad match keyword: women’s hats

Matching searches:

buy ladies hats

women’s clothing

women’s scarves

winter headwear for women

4. Modified Broad Match: This match type allows you to gain more control over

your search appearance and increase the relevancy of the traffic you attract

with PPC ads.

Eg: Modified Broad match keyword: +women’s +hats

Matching searches:

women’s scarves and hats

winter hats for women

hats for stylish ladies

5. Negative Match: Negative keywords let you exclude search terms from your

campaigns and help you focus on only the keywords that matter to your

customers. A type of keyword that prevents your ad from being triggered by

 a certain word or phrase. Your ads aren't shown to anyone who is searching

for that phrase. This is also known as a negative match.

Let’s suppose you sell interior paints. You will advertise your products

for people looking for paints, finishes, enamels, water-based and oil-based

paints, etc. But you don’t want your ads to show up for art paints - gouache,

watercolor, tempera and so on.

Negative match keywords will solve this problem. With this keyword

type, you can exclude your ads to show up for certain search terms.

Tools for Keyword Research

1. Google Keyword Planner

2. Google Trends

3. MOZ Keyword Explorer

4. Ubersuggest Keyword Tool

5. Answer the Public

6. SemRush

7. keywordtool.io

SEARCH ENGINE OPTIMIZATION (SEO)

SEO is a required process for the ranking of a website in a Search engine. SEO
means the process of improving your site to increase its visibility when people
search for products or services related to your business in Google, Bing, and
other search engines. It is a digital marketing strategy that focuses on your
website's presence in search results on search engines like Google. When you
understand how SEO works, you can use different tactics to increase your
visibility (or how high you rank) in search results.
A number of factors come into play that can affect your page’s rankings
like:
● Quality and length of the web page’s content.
● Presence of quality backlinks pointing back to your website.
● The loading speed of web pages on your site.
● Presence of social signals pointing back to your website.
● Historical user behavior and search intent for similar queries.

Activities of SEO:
1.Black hat SEO:
Also known as unethical SEO. Black hat SEO focuses on only search
engines and not so much a human audience. Black hat SEO refers to a set
of practices that are used to increase a site or page's rank in search
engines through means that violate the search engines' terms of service.
It can result in the site being banned from the search engine and affiliate
sites.

2.White Hat SEO:

Also known as ethical SEO. White hat SEO refers to the use of
techniques and strategies that target a human audience opposed to a
search engine. White hat SEO refers to any practice that improves your
 search rankings on a search engine results page (SERP) while
maintaining the integrity of your website and staying within the search
engines' terms of service. These tactics stay within the bounds as defined
by Google.

3. Grey hat SEO:

Combination of both white and black. The content is written purely
for the purpose of ranking the page well. It contains just enough keywords
to drive visitors to the page but doesn't really add much value. The page
would be just as useful to the visitor without the text but ranks better with
it. A common SEO practice.

Working of SEO ( Search Engine):

1. Crawl: Scour the Internet for content, looking over the code/content for
each URL they find.
2. Index: Store and organize the content found during the crawling process.
Once a page is in the index, it’s in the running to be displayed as a result
to relevant queries.
3. Rank: Provide the pieces of content that will best answer a searcher's
query, which means that results are ordered by most relevant to least
relevant.

1.Crawling:
Crawling is the discovery process in which search engines send out a team
of robots (known as crawlers or spiders) to find new and updated content.
Content could be a webpage, an image, a video, a PDF, etc. — but regardless of
the format, content is discovered by links.
 Googlebot is the generic name for Google's web crawler. Googlebot
is a web crawling software search bot (also known as a spider or web
crawler) that gathers the web page information used to supply Google
search engine results pages (SERP).

To direct Googlebot away from certain pages and sections of your site, use
robots.txt.
Robots.txt
Robots.txt is a text file webmasters create to instruct web robots
(typically search engine robots) how to crawl pages on their website.
Robots.txt files are located in the root directory of websites (ex.
yourdomain.com/robots.txt) and suggest which parts of your site search ,
should and shouldn't crawl, as well as the speed at which they crawl your
site, via specific robots.txt directives.

Basic format:
User-agent: [user-agent name]Disallow: [URL string not to be crawled]

reference: https://moz.com/learn/seo/robotstxt

2.Indexing:
Indexing is the process of adding web pages into Google search.
Depending upon which meta tag you used (index or NO-index), Google will
crawl and index your pages.
Search engines process and store information they find in an index, a
huge database of all the content they’ve discovered and deem good enough to
serve up to searchers.

Sitemap:
 A sitemap helps search engines to index all pages on your site. It is
the simplest and most efficient way to tell Google what pages your website
includes. XML Sitemaps are important for SEO because they make it
easier for Google to find your site's pages—this is important because
Google ranks web PAGES not just websites.

Dofollow/Nofollow tags:
Follow/nofollow tells search engines whether links on the page
should be followed or not followed. “Follow” results in bots following the
links on your page and passing link equity through to those URLs. Or, if
you elect to employ "nofollow," the search engines will not follow or pass
any link equity through to the links on the page. By default, all pages are
assumed to have the "follow" attribute.

Here’s an example of a meta robots noindex, nofollow tag:

<!DOCTYPE html> <html>

<head>
<meta name="robots" content="noindex, nofollow" />
</head>

3. Ranking:
Rankings in SEO refers to a website's position in the search engine
results page. There are various ranking factors that influence whether a website
appears higher on the SERP based on the content relevance to the search term,
or the quality of backlinks pointing to the page.

Types of SEO
Here are four key types of SEO:
1. Onpage SEO : On-page SEO, also sometimes referred to as on-site SEO,

is the process of optimizing the content on your website. This can include

your body copy, keywords, headers, meta titles, meta descriptions,

images, etc.

It mainly includes:

Research your keywords

Optimize metadata

Perform internal linking

2. Offpage SEO: Off-page SEO is all about creating exposure and trust for

your company, which ultimately can result in more visitors and sales. Most

off-page SEO work is focused on link building. If you’re unaware, link

building is the practice of getting other reputable websites to link back to

your site.

It includes:

Pitching articles

Competitor research

Helping reporters (eg: HARO)

3. Technical SEO: Technical SEO refers to the actions performed to help

search engines crawl your website and enhance user experience (UX).
 As search engines and their algorithms become more complex, these

requirements change which means that this type of SEO is always

evolving. In order to make sure there are not any problems with

crawability and UX, your technical SEO efforts must be efficient.

It includes:

Website speed – A faster website speed is always better, and

recently, Google has further included a variety of load time variables to be

ranking factors. Be sure to make your template simple, limit redirects, and

optimize your visuals.

Mobile friendliness – Many users are moving from desktop to

mobile to perform an array of searches for products and services. Check

your site on a mobile device to ensure that it’s easy to navigate for any

visitors coming via mobile.

Site structure – Use the HTTPS hypertext, a user-friendly and

consistent URL structure, a clean navigation hierarchy, and consistent

internal links to help make your site structure concise.

4. Local SEO: Local SEO is a variation of SEO that focuses on a specific

area, rather than a national focus. It’s all about increasing your online

presence in your community and promoting your products or services to

 local customers. Often, how well you rank on Google depends on your

Google My Business profile. This is where you include your address,

business hours, description, reviews and photos. The search engine

results pages will look at proximity, relevance, and prominence based on

the user’s search query, and select your business if you meet various

requirements.

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. It refers
to all measures that can be taken directly within the website in order to improve
its position in the search rankings.On-page refers to both the content and
HTML source code of a page that can be optimized, as opposed to off-page SEO
which refers to links and other external signals.

Onpage Factors:

1. Keyword in the title tag

Meta Tag: Meta tags are invisible tags that provide data about your
page to search engines and website visitors. In short, they make it easier
for search engines to determine what your content is about, and thus are
vital for SEO.
 Meta Title: The title tag is your main and most important anchor.
The page’s title still is the first thing for a searcher to see in SERPs and
decide if the page is likely to answer the search intent.

Syntax: <title> The title </title>

The <title> element typically appears as a clickable headline in the

SERPs and also shows up on social networks and in browsers. Title tags
are placed in the <head> of your webpage and are meant to provide a clear
and comprehensive idea of what the page is all about.

● Put important keywords first, but in a natural manner, as if you write titles
for your visitors in the first place.
● Make use of your brand name in the title, even if it ends up not being
shown on the SERPs, it’ll still make a difference for the search engine.

2. Keyword in meta description tag

Meta description: Meta description also resides in the <head> of a

webpage and is commonly displayed in a SERP snippet along with a title and
page URL.

Syntax: <meta name="description" content="the content"/>

The description impacts the number of clicks you get, and may also
improve CTR and decrease bounce rates if the pages’ content indeed fulfills the
promises. That’s why the description must be as realistic as it is inviting and
distinctly reflect the content.
 If your description contains the keywords a searcher used in their search
query, they will appear on the SERP in bold. This goes a very long way in
helping you stand out and inform the searcher exactly what they’ll find on your
page.

3. Keyword in H1 tag

Heading Tags: Heading tags are HTML tags used to identify headings
and subheadings within your content from other types of text.
Heading tags are H1, H2, H3, H4, H5, H6 with decrease in size from H1
to H6.
According to Google’s recommendations, you are encouraged to
match your page’s title and H1, changing the order a little bit, switching it
up here and there. So if you are struggling to come up with the perfect H1,
simply use your title again.

4. Using keywords in the pages content

Keywords are always important in SEO. Add the selected keywords

to use for each page in the page’s content.

5. The length of the content

There is no perfect blog post length for SEO. It all comes down to
the searcher’s intent and how detailed they expect the answer to be. It just
so happens that long blog posts tend to answer the searcher’s question
comprehensively. But it is not the length of the blog post that leads to
higher rankings; it’s the fact that the blog post satisfies the question being
 asked. It is not uncommon to find top ranking pages for valuable keywords
that are no more than 500 words in length.

6. No Duplicate content

Duplicate content or plagiarized content should not be on the website.

Which means content should be unique.

7. Canonical tag

The rel=”canonical” link tag is a way of telling search engines

which version of a page you consider the main one and would like to be
indexed by search engines and found by people.

Syntax: <link rel=”canonical”href=”url of the main

page”/>

Sometimes, having two URLs with similar content is unavoidable.

One of the ways to prevent this from becoming a duplicate content issue is
by using a canonical tag on your site. This tag does one simple thing; it
tells Google that one URL is equivalent to another, clearly stating that in
spite of two pages having the same content, they are in fact one.

8. Image Optimization.

Image optimization is about reducing the file size of your images as

much as possible without sacrificing quality so that your page load times
remain low. That is, getting your product images and decorative images to
rank on Google and other image search engines.
 The image alt attribute is added to an image tag to describe its contents.

Alt attributes are important in terms of on-page optimization for two

reasons:
● Alt text is displayed to visitors if any particular image cannot be
loaded (or if the images are disabled).
● Alt attributes provide context because search engines can’t “see”
images.

A thought-out image alt description, according to Mueller, is also vital if

you want to rank in Google Images. It’s not just that the alt text, titles, and
captions need to be relevant to the image, but the image itself should be placed in
its proper relevant context, as well.
9. Content Updates.

Update content analyzing the reports of keyword search volume,

website visit, search performance etc. But no need to update every day.
Analyze the site performance and do the required changes only.

10. Outbound links.

Outbound links are links that point from your website to another. They are
often used within content to add more context and to link a reader to another
source that will add additional and important information to the topic at hand.
Outbound links are quite possibly one of the most undervalued tactics in content
marketing and on-page optimization.

11. Internal links.

 An internal link is any link from one page on your website to another page
on your website. Both your users and search engines use links to find content on
your website. Your users use links to navigate through your site and to find the
content they want to find. Therefore, good internal links are crucial to your SEO.
This is helpful because it allows link equity (ranking power) to flow throughout
the entire site, thus increasing the ranking potential for each page.

Offpage SEO:
Off-page SEO" (also called "off-site SEO") refers to actions taken outside
of your own website to impact your rankings within search engine results pages
(SERPs). Optimizing for off-site ranking factors involves improving search
engine and user perception of a site's popularity, relevance, trustworthiness, and
authority. Search engines use backlinks as indications of the linked-to content's
quality, so a site with many high value backlinks will usually rank better than a
site with fewer backlinks.

There are three main types of links,

● Natural links are editorially given without any action on the part of

a page owner. For example, a food blogger adding a link to a post

that points toward their favorite produce farms is a natural link.

● Manually built links are acquired through deliberate link-building

activities. This includes things like getting customers to link to your

website or asking influencers to share your content.

● Self-created links are created by practices such as adding a backlink

in an online directory, forum, blog comment signature, or a press

release with optimized anchor text.

 Off Page techniques:
● Brand Mentions

● Commenting/Forums

● Influencer Outreach

● Guest Author (Guest blogging)

● Broken Link Building

● Social Networking

● Social Bookmarking

● Content Marketing

● Article Submission

● Image Submission

● Video Submission

● Classifieds

● Local Listing

● Directory Submission

● Questions & Answers (Quora)

SEO Analyzing Tools:

1. Google Analytics
 2. Google Search Console

3. Google Insights

4. SemRush

5. Ubersuggest

6. Moz

7. Woorank

WORDPRESS
WordPress is a free and open-source content management system written

in PHP and paired with a MySQL or MariaDB database. Features include a

plugin architecture and a template system, referred to within WordPress as

Themes.

WordPress.com is the easiest way to create a free website or blog. It's a

powerful hosting platform. It just may be the easiest and most flexible blogging

and website Content Management System (CMS) for beginners.

It has hosting, domain and themes available to create a website. And also

has an SSL certificate (https) for the domain.

Steps:

1. Search “wordpress.com” in google

2. Sign up with google (get started for first time then login)

3. Enter domain name (website name) for the website address (for creating

a new website).

4. Select website address with “domain.domain extension”

5. Select paid plan if require .com or .in or .net or .org etc domain extensions

for website. Or select a free plan that has a “wordpress.com” extension

with domain.

6. “Start with a free website” for free plan

7. The site will be ready with a basic format and 2 pages (home & blog).

Other settings in dashboard:

1. Settings > give “site title”, “site tagline”, “site icon” etc details

> save settings

2. Settings > Launch site (for making it public / publish site) > Skip

purchase (for free plan) > Continue with free website (for free

plan)

3. Appearance > Themes > Select a theme required > activate theme >

select option for applying theme to home page (if present).

4. Pages > click“...”corresponding to the page to edit > edit > edit that

page with content required > update

5. Pages > add pages (if any pages more required in website)> select

type of page > edit content > publish

6. To copy a link of page created,

Pages > click“...”corresponding to that page > copy link

 Paste the link copied to the required space (word/button/title/image

etc)

7. Posts > click“...”corresponding to the post to edit > edit post (blog

posts for blog page)> update

8. Posts > Add new post > create post content > Publish

9. Customize the site menus or other by Appearance> Customize >

menus > primary > add / reorder menu list > save changes

10. To set/ change home page,

Appearance > customize> home page settings > static page > select

home page > save

11.For admin page or wordpress (more options available in paid

plan/free hosting sites),

WP admin > admin page will be shown

12.Appearance > Theme editor > Theme header ( For adding meta

tags, google global verification tags, etc.)

13.To install plugin,

Plugins > add new > search plugin > install > activate

Thus after proper edits the website will be ready.

**The content and edits can be only given by the creator. Website

appearance and content is according to them and that cannot be explained

in steps.

If wordpress hosting is doing in other hosting site,

For example we select “000webhost” as our hosting site. It's a free

hosting site and it gives a free domain with their domain extension. We

can install wordpress on this site and do websites.

To create a wordpress site in 000webhost.

1. Search “000webhost” in google.

2. Get started (for first time)/ sign in (for later)

3. Login with google

4. Select free plan (0 rs)

5. Give domain name (website name)> no password change > submit

6. Let's create some magic

7. Select “other”

8. Select “install wordpress”

9. Give an admin username and password (for further actions in site)>

install

10.Go to configuration page

11.Login to admin dashboard with username & password given

12.The wordpress dashboard will be open

To login again:

13.Login with google

14.000webhost dashboard will open > click site link to open site

15.To open wordpress dashboard,

I. Click site link > type “/wp-admin”in the end of site url >

enter

II. Give username & password > dashboard will open

 16.This dashboard is Wordpress's dashboard and it's the same as the

“wordpress.com”steps mentioned in the above steps.

17.To import other wordpress site to a new wordpress hosting,

I. Open “wordpress.com”> login to our website

II. Tools > Export > export all > open mail and download the file

(zip file) > extract the file and take a .xml file.

III. Open “000webhost” > login to that wordpress dashboard

with username & password

IV. Tools > import > wordpress > install now > run importer > run

importer > choose file and upload .xml file extracted > Tick

the box to upload and import

V. * the result may show import is failed, but look in pages to see

if pages are imported.

Other settings after importing:

1. Customize the site menus or other by

Appearance> Customize > menus > primary > add / reorder menu list >

save changes

2. To set/ change home page,

Appearance > customize> home page settings > static page > select

home page > save

3. To remove widget,

Appearance > customize > widgets > sidebar (select position of widgets)

Remove each one by one (same as like block deleting in WordPress)

Save

4. To change site name,

 Customize > theme options > site identity

Change site name, logo, icon, tag line etc > save

5. Appearance > Theme editor > Theme header ( For adding meta tags,

google global verification tags, etc.

6. To install plugin,

Plugins > add new > search plugin > install > activate