DIGITAL MARKETING

Attract and Engage Customers with

Digital Marketing.
Attract and Engage Customers with Digital
Marketing.

Main Topics:

1. Optimize a website's content For SEO.

2. Internal linking.
3. Optimize images for a website.
4. Making a website mobile-friendly.
5. Crafting effective titles and meta descriptions.
6. SEO tool: Google Search Console.
7. Bing Webmaster Tools.
 Optimize a website's content
Five content recommendations:
• Make the website useful and interesting: Creating
compelling and useful content will likely influence your website
more than any other factor we discuss.
• know what visitors want and give it to them: This
starts with keyword research.
• Act in a way that cultivates user trust: A site with a good
reputation is trustworthy.
• Make expertise and authoritativeness clear: Be sure
that content on the site is created or edited by people with
knowledge in the topic.
• Provide an appropriate amount of content for
your subject. Creating high-quality content takes a significant
amount of at least one of the following: time, effort, expertise,
and talent or skill.
Best practices for links and promoting a
website
Introduction to website links:
When it comes to website links, there are two main types: the links on
your website, and the links that point to your website.
• Internal link—pointing to another page within the website. For
example, imagine you’re the digital marketer for a travel planning
website. An internal link may direct a visitor from a webpage with a list
of hotels to another internal webpage about a specific hotel. The visitor
never leaves your travel planning website.
• External link—pointing to a page on another website. An external
link, however, may take a visitor from the list of hotels on your website
to the hotel’s official website. The visitor leaves your website to go to
another website.
• External links on your website are also commonly known as outbound
links: The links are pointing out of the website to another site.
• Links that point to your website from another website are called
backlinks—also known as inbound links.
Best practices for links & promoting a website
• Best practices for internal and external links: The
following are best practices to keep in mind when creating
internal and external links.
• Use appropriate anchor text:
Anchor text is the visible text in a hyperlink. In the
example below, “Learn more” is the anchor text.

Good anchor text helps visitors navigate your site and helps
Google understand what the page you’re linking to is about.
Best practices for links & promoting a website
Anchor text should be:
• Descriptive: Use anchor text that provides a basic idea of what the
page linked to is about.
• Avoid using generic anchor text like “page,” “article,” or “click
here.”
• In most cases, you’ll want to avoid using the URL itself as anchor
text.
• Concise: A few words or a short phrase is all you need for anchor text.
• Avoid linking an entire paragraph or long sentence.
• Easy to spot: Use formatting that makes your links stand out from the
regular text on your website.
• If the link only becomes apparent when a visitor moves their mouse
over it, they can easily miss the link—or even accidentally click on
it.
• Helpful: Use anchor text only when it helps a visitor navigate your site
to find the information they need.
• Avoid using lengthy anchor text just for search engines.
• Avoid stuffing the anchor text with keywords.
 Ways to promote your website
Here are some ideas to help you promote your website and
attract backlinks:
• Publish blog posts about new content or new services you offer.
• Share quality content on social media.
• Feature helpful articles, such as buying guides, in your email
marketing.
• Connect with online communities related to your site, such as forums
or message boards, social media groups, or related websites.
• Only share content that will interest your users, instead of sharing every
update to your site’s content.
Using internal and external links with appropriate anchor text helps visitors find the
information they need. Promoting your website and attracting backlinks helps you
increase the quality and quantity of links pointing to your site, which can build your site’s
reputation.
 Optimize images for a website
Search engines use images as a way to visually discover information on the
Internet. Images are also how customers can visually understand your
products and services.

Images best practices:

• Create A Great User Experience With Images On The Website.
• Ensure Your Images Are Device-friendly.
• Include Descriptive Titles, Captions, And Filenames.
• Use Descriptive Alt Text.
• Optimize For Speed: Use A Free-of-charge Tool Provided By Google Page Speed
Insights.

Apply these image best practices to ensure your content gets found in Google
Images and drives even more traffic to your website.
 Mobile-friendly Website
• Having a mobile-friendly website is essential.
• An easy to use website on a smartphone helps customers achieve
their objectives.
• When building a new website, consider using a responsive web
design. This design is much easier to manage than having a separate
website for desktop computers and smartphones.
• If you don’t know if your website is mobile-friendly, use
Google’s Mobile-Friendly Test.
• The test will determine if there are any issues affecting visitors.
 Explore: SEO do's and don'ts
In this categorization exercise, you’ll identify SEO best practices
and sort options to the appropriate category.
• Have duplicate versions of content across the website
• Use generic names as URLs
• Write short but descriptive text links
• Show useful 404 pages
• Base website navigation entirely on images or animations
• Use words in URLs
• Include alt text for images
• Use headings sparingly across the page
• Write long paragraphs that cover varying topics
• Use generic anchor text like “page,” “article,” or “click here”
• Create a naturally flowing page hierarchy
• Have a responsive web design
• Use text for navigation
• Hide text from users, but display it to search engines
• Embed text in images and videos
• Use long headlines
 Explore: SEO do's and don'ts
Do Don't
Write short but descriptive text Have duplicate versions of
links content across the website
Show useful 404 pages Use generic names as URLs
Use words in URLs Base website navigation entirely
on images or animations
Include alt text for images Write long paragraphs that cover
varying topics
Use headings sparingly across Use generic anchor text like
the page “page,” “article,” or “click here”
Create a naturally flowing page Hide text from users, but display
hierarchy it to search engines
Have a responsive web design Embed text in images and videos
Use text for navigation Use long headlines
 Craft effective titles and meta descriptions
The webpage title element provides both the user and search
engines with a page's topic. The meta description provides the
search engines a summary of what the page is about.

Recommendations for Page Titles:

• Accurately describe the topic of the page's content.
• Ensure every page has a unique title element.
• Make titles brief but descriptive.

Recommendations for Meta Descriptions:

• Meta description for every page of the website
• Accurately summarize the page content.
• Use unique descriptions for each page.
 Control title links and snippets

Google automatically generates these results based on a page’s webpage title

element and either its meta description or a relevant section of the page's
visible text.
• A webpage title element provides the user and search engine with a page’s
topic.
• A meta description provides the search engines a summary of what the page
is about.
 Influence your title links
Title links provide users with quick insights into the content of a result and why it's
relevant to their query. They are often the primary piece of information people use to
decide which result to click on.
While Google automatically determines these title links, you can influence them and
increase their effectiveness by following these best practices:
Do:
• Accurately describe each page's content in your title elements.
• Write descriptive but concise titles.
• Make sure your titles read naturally.
• Create unique titles for each page.
• Give each page’s main headline greater visual weight and prominence.
Don’t:
• Use text in your title elements that has no relation to the content on the page.
• Use default or vague text in your titles, like “Home,” "Untitled," or "New Page
1."
• Use a single title in all title elements across your site's pages.
• Make your titles too lengthy or wordy.
• Use repeated or boilerplate text in your titles.
• Stuff unneeded or excessive keywords into your titles.
 Control your snippets by creating quality
meta descriptions
Google sometimes uses the meta description from a webpage to generate a snippet
in search results. A meta description informs and interests users with a short,
relevant summary of what a particular page is about. It can help convince the user
that the page is exactly what they're looking for. Follow these best practices to write
effective meta descriptions:
Do:
• Accurately summarize the page’s content.
• Include all information users need to determine whether the page will be useful
and relevant to them.
• Create unique descriptions for each page on your site.
Don’t:
• Write a meta description that has no relation to the content on the page.
• Use generic descriptions like "This is a web page" or "Page about women’s
clothing.”
• Fill the description with too many keywords.
• Copy and paste the entire content of the webpage into the meta description tag.
• Use a single meta description across all of your site's pages.
 Create Structured Data Markup
These are Unique results in the service, they are called
rich results:
• Think of rich results as enhanced results in Google Search
with extra visual or interactive features.
• To get rich results for a webpage, you should add structured
data to the page.
• Which is code used to describe a webpage content better to
search engines.
• Structured data markup is a way of providing additional
machine readable information within a webpage.
• Schema is the type of code used for the structured data
markups.
• Rich results for a review snippet may include the review
rating and the number of ratings
Establish your business details on Google
The Google knowledge panel is a Google search engine results
pages (SERPs) feature that displays brand and business
information separate from general search results.

• Knowledge panels are information boxes that appear on

Google when you search for entities such as people, places,
organizations, or things.
• You can compare the knowledge panel to a person's personal
identification card.
• Like an ID, the knowledge panel consolidates essential and
official information regarding a business or brand.
• Knowledge panels are automatically generated, and
information that appears in a knowledge panel comes from
various sources across the web.
Establish your business details on Google
Below is an example that shows the details listed on the
knowledge panel for Coursera.
Establish your business details on Google
Set up business details on Google
The following steps detail the process of setting up a brand’s
business details for a knowledge panel on Google.
Step 1: Create a Google Business Profile
For business owners who run local brick-and-mortar businesses,
like a restaurant or shopping retailer, the first step in establishing
business details is to create a Google Business Profile.
Google Business Profile is a free tool that allows local businesses
to tailor how their business information appears on Google Search
and Google Maps.
Owners can post hours of operation, their products and services,
accept online orders, and more. You can create and manage a
business profile directly in Google Maps or Google Search
Establish your business details on Google
Step 2: Verify website ownership

• The next step is verifying the website ownership in

Google’s Search Console.

• Search Console is a powerful Google tool that helps you better

understand how your website is performing, allows you to
optimize visibility of your websites, and provides other services.

• Verifying your website through Search Console is important

because it ensures that you have control over how your website
is presented on Google and have access to sensitive Google
Search data for your site.
Verify your Wix Store

Verifying Your Site with the Wix Site Verification Tool | Help Center | Wix.com
Establish your business details on Google
Step 3: Update the website’s Google knowledge panel
• After you're verified as an official representative, you can sign
in to the Gmail account associated with the entity that you
represent and update your Google knowledge panel information.

• Updating these details overrides the publicly available

information that Google algorithms automatically find and
inputs for you.
Establish your business details on Google
Step 4: Add structured data for rich results
• Rich results are Google Search results that go beyond the
standard blue link.
• They can include carousels, images, or other non-textual
elements.
• As a digital marketer, you’ll want to make sure your website is
eligible for rich results because it helps your business stand out.

You can learn more about creating structured data by reading a document on the
Google Search Central website titled Understand how structured data works.
Once you’ve added structured data, you can check its accuracy by entering
your website’s URL on Google’s Rich Results Test page

Learn more: Add Business Details to Google

 Introduction to Google Search Console
Google Search Console First Steps:
• Add and verify website ownership.
• Ensure Google can find and read your pages.
• Mobile usability report.
• Consider submitting a sitemap to Search Console:
• A sitemap is a file that provides information about the
pages, videos, and other files on the site and the
relationship between them.
• The fifth step is to Monitor your site's performance.
Google Search Console has lots of capabilities. Whether you want to see an analytics
report of your site, make HTML improvements, set up sitemaps, or something else, Search
Console gives you total control over your website.
To learn more about Google Search Console, check out the video series in link below.
•Google Search Central: Google Search Console Training
Google Search Console reports and metrics
Popular Search Engine Console Reports:
• Overview Page: The Overview page shows a summary of your site's
health, including any security issues, graphs of metrics, and summaries
of enhancements for the site, such as structured data.
• Web Search Performance report:
• Impressions are how many times your site has been seen by
someone in Google Search.
• Clicks: are how many times a searcher clicked on your website's
results in the SERPs.
• The click-through rate is the percentage of people who saw your
listing and then clicked on it.
• The average position is where your site ranks in the search results.
Position one is the top position.
• Links report: This shows which websites link to yours, what the link
text is, and what your top-linked pages are.
Google Search Console reports and metrics
Popular Search Engine Console Reports:
• Coverage report: Shows the index status for all pages in your site. Also
included is a description of why the pages could or could not be
indexed.
• Manual Actions report: A manual action is Google's way demote or
remove webpages that are not compliant with its webmaster quality
guidelines. Typically, manual actions are for websites or webpages
that tried to manipulate the search index.
• The Security Issues report: lists indications that your site was hacked
or behavior on your site that could potentially harm a visitor or their
computer. An example of this is installing unwanted software on a
visitor's computer.
While there are several more reports in Search Console, those are some of the
more popular and important ones. As a beginner in digital marketing, you'll use
these reports to better understand how a webpage is performing in Google
Search.
 More tools and reports in Google Search
Console
Sitemaps report: The sitemaps report in Google Search Console
allows you to submit or update your sitemap, which is a file that
provides information about the pages, videos, and other files on
a site, and the relationships between them.
 More tools and reports in Google Search
Console
Change of address:
If you move your website from one domain to another, you’ll need to let Google
know by using the change of address tool. For example, if your website address
was example.com and you later changed it to example.org, you would use this
tool to let Google know about the change. Then Google can migrate your Google
Search results from your old website to your new one.
 More tools and reports in Google Search
Console
URL inspection tool: It provides detailed crawl, index, and
serving information about your pages, directly from the Google
index.
• It allows you to access the information that the Google index
has about a specific URL on your website.
• It also allows you to test a live page on your website.
• The URL inspection tool reveals errors on the page, such as
HTML or JavaScript code errors.
• It also reveals other technical information.
• This tool is helpful for troubleshooting any crawling errors that
Google encountered on your site.
• It’s also helpful for fixing and retesting a page with errors.
 More tools and reports in Google Search
Console
• Removals tool: In some cases, you may want to prevent a
webpage on your site from appearing in Google Search.
• A temporary fix is to use the removals tool, which allows
you to temporarily block pages from Google Search results
and manage SafeSearch filtering.
• The temporary block will only last about 6 months, however.
To permanently remove the page from Google Search
results, you will need to do one of the following:
• Remove or update the page
• Block access to the content by requiring a password or
using another method to restrict access
• Add code to the page that tells search engines not to
index it (this method is less secure than the other two
methods)
 Bing Webmaster Tools
Bing Webmaster Tools:
• Bing Webmaster Tools (or Bing WMT) is a free service developed by
Microsoft's Bing search engine.
• Bing Webmaster Tools offers similar features (Google Search Console):
site verification, crawl control, sitemaps reports, URL inspection tool,
change of address tool, and a removals tool.
• Bing Webmaster Tools also offers other features, including:
• Backlinks: Users can access and analyze data about their referring
pages, domains, and anchor texts.
• Keyword Research: Users can check the phrases and keywords
that searchers are querying for and their corresponding search
volumes.
• SEO Report: This feature collects all the errors found across an
entire website.
• Site Scan: This on-demand site audit tool crawls a site and checks
for common technical SEO issues.
Semrush

• Semrush is an all-in-one tool suite for improving

online visibility and discovering marketing insights.
• The tools and reports can help marketers with the
following services: SEO, PPC, SMM, Keyword
Research, Competitive Research, PR, Content
Marketing, Marketing Insights, and Campaign
Management.

• For further Technical details see the following article:

SEO Best Practices: 10 Ways to Boost Organic Rankings
& Traffic (semrush.com)
 Topic Wrap-Up
You started by learning:
• General strategies and principles on how to optimize a website's
content,
• How to make a website mobile-friendly and a tool to check if it's
mobile-friendly.
• Then we covered how to craft effective titles and meta
descriptions so the search engines can clearly understand a
webpage's content.
• After that, you learned about structured data markup and how
to make your content unique in the search engines.
• Then finally, we introduced you to the SEO-based tool, Google
Search Console. We learned about important metrics and
reports that will notify you if your website has any usability
errors. You also learned about SEO features that the Bing
Webmaster tool provides.