Digital Marketing Tutorial

What is Digital Marketing?

Digital Marketing, also referred to as Online marketing, is a branch of marketing responsible for promoting the business online via the internet, computers, mobile phones, or any digital medium. Digital Marketing is also an approach that meets customer satisfaction with more significant customer interaction and reaches the customer reach rate. The primary goal of digital marketing is to promote the business online by getting the right audience. Hence, it is an interactive and conversion-oriented platform that generates sales and revenue as per the organizational standards.

We see a rapid increase in mobile phone usage, and most of us use digital media for every single work to be done in real-time. Hence, there is a high demand for digital marketing and is considered one of the topmost growing industries worldwide. In traditional times, the products and services were delivered and existing with the same strategies. With the advancements in the technologies and the revolution of new technologies into the market, there is a rapid increase in the marketing sector with an unprecedented change from print media to social media.If you have any doubts on Digital Marketing, then get them clarified from Digital Marketing Industry experts on our Digital Marketing Community!

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Need for digital marketing:

Digital marketing has gained a lot of prominence in the industry. Irrespective of the industry that you are working in, there is a need for digital marketing to grow and expand your business with the positive customer experience and client satisfaction. Digital marketing is all about personalization, which improves customer satisfaction and improves the branding of a product or service. Many of the B2B and B2C companies are now utilizing digital marketing to expand and grow their business by putting up their exposure to the international and national markets, using the strategies, and creating successful campaigns at a lower cost than any other methodologies.

Digital marketing has become popular in a shorter period. Internet is one of the primary sources, which is like a backbone for the digital marketing industry. There would be an expansion of the audience by meeting the client and customer requirements, gaining an insight on how much time they are spending online or the devices they are using, the customer interests, etc. Achieving all this is not a simple job. Digital marketing is one of the approaches that would help achieve all the different capabilities and parts of the customers at a lower cost using conventional methods.
Job roles in digital marketing:

Digital marketing provides an opportunity to individuals through different job roles. Digital marketing is a big subject that includes many different roles and responsibilities to succeed in digital marketing. Let us have a brief review of the different roles and responsibilities of the particular digital marketing position.

1. Digital Marketing executive:

The digital marketing executive is responsible for performing any operations like planning, executing, and optimizing the online marketing efforts. The promotion of the production services is one of the most tedious tasks - and the digital marketing executive is responsible for being a part of the promotion.

Roles and responsibilities:

1. Digital marketing executive is responsible for assisting strategies to build a connection between the customers.
2. Responsible for planning and monitoring your organization's ongoing presence on social media like Facebook, Twitter, etc.
3. Be proactive and provide creative ideas that would help in content marketing and website designing.
4. Involved in maintaining partnerships with the other vendors and media agencies and also collaborate with the designers to improve the User experience and customer experience.
5. Gain insight on the online marketing trends and keep the strategies up-to-date for better progress.

2. SEO analyst:

SEO analyst, is it possible to work with respect to the Search Engine Optimization and the strategies to be followed to optimize the website and track the traffic.

Roles and responsibilities of an SEO analyst:

1. Responsible for performing the keyword research to optimize the given content and identify new opportunities that would come up.
2. Involved in creating and supporting name marketing content utilize the same for social media purposes.
3. Keep a good pace on SEO, social media, search engine, and assist the development and execution of the different strategies in coordination with the Search Engine Optimisation goals.
4. Responsible for administering programs and diagnostic reports based on client projects.
5. Provide recommendations and SEO analysis based on the elements and structure of the website and web pages

3. Social media specialist:

The social media specialist's primary focus is on social media, where he is responsible for creating and publishing the content on all the available social media platforms. This would help us in gaining customer engagement and build the right audience.

Roles and responsibilities of a social media specialist:

1. Responsible for building and executing social media strategies based on the competitive Research and platform determination, messaging, and audience identification.
2. Responsible for editing, generating, publishing, and sharing the content that would help build meaningful connections.
3. Involved in setting up and optimizing the company pages to increase the visibility on social media websites.
4. Responsible for collaborating with the other departments like sales or customer relations to manage the key player's reputation and coordinate the actions accordingly.

4.PPC analyst:

The PPC analyst is responsible for working with Google AdWords, generating the ads, etc.

Roles and responsibilities of PPC analyst:

1. Responsible for performing the research and undergo the test partnership with the PPC vendors to expand the outreach and lower cost for acquisition.
2. Involved in managing and maintaining the updates for the final keyword list.
3. Responsible for monitoring and evaluating the search performance and the search results based on the major search channels.
4. Involved in providing the recommendations and the Strategies for the different types of campaigns, targeting, and keyword opportunities.
5. Using the data modeling concepts in the great management tools to maximize the effectiveness of the campaigns.

5. Content writer:

The content writer is specifically involved in writing the web site's content by performing the research analysis based on business requirements.

Roles and responsibilities of the content writer:

1. Involved in conducting in-depth research based on the topics needed to develop the original content.
2. Editing and polishing the existing content to improve the readability.
3. Responsible for developing the content for articles, blogs, social media sites, company websites, product descriptions, etc.
4. Proofread the content and identify the errors and inconsistencies.
5. Responsible for identifying the customer needs and giving new ideas and recommendations for new content to fix the gaps in the company's current range.

How do Search Engines work?

Search Engines follow the three step process that includes crawling, indexing, and ranking. Let us get an understanding of each step in the working of search engines.

1. Crawling:

Whenever the user enters a particular query, the search engines browse and search for the internet for the relevant content they are searching for. They will closely monitor the code or content for the given URL that they come across.

2. Indexing:

All the reflecting content will be stored and organized, and index the same. After a page is indexed, then it is approved for display on the search engine results page.

3. Ranking:

Once indexing is done, the results will be ranked based on content quality. This means that the pages will be rank in the order of the most relevant to the least appropriate.

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Traditional marketing vs. digital marketing:

There is a drastic change in traditional marketing and digital marketing. In the early 1990s, additional marketing the only marketing technique that was around. Things got changed, and then with the advent of the internet, digital marketing has emerged. The primary difference between traditional marketing and digital marketing is using the marketing medium, which describes meeting the right audience.

Traditional marketing:

Traditional marketing is a type of marketing and brand promotion that will help reach the semi targeted audience using offline Metro advertising like magazines, billboards, newspapers, direct mail like postcards, sMS, phone calls, etc.

Digital marketing:

Digital marketing is a type of marketing that is relatively reliable on the internet, digital media and platforms, and electronic devices.

Let us have a look at some of the essential points that will make up a traditional marketing and digital marketing as a debate:

1. End Goal:

The primary aim of traditional marketing is to boost sales and revenue by utilizing offline advertisements. Digital marketers do not strive hard for sales and revenue and provide value to the customers, which is one of the most important aspects of running a successful business. Digital marketing strives hard to meet customer satisfaction, while traditional marketing does not.

2. Communication:

In traditional marketing, there is only one-way communication. Only the marketers will put forth their ideas and strategies in traditional marketing without any encouragement from the user end. In digital marketing, the primary focus is on customer-brand interaction. These are the things that the customers will connect with the branch and interact with them accordingly through other social media comments, shares, mentions, and testimonials.

3. Data-driven:

Unlike traditional marketing, digital marketing is said to be extremely data-driven. The campaigns and strategies that are included in digital marketing are purely based on real-time data and metrics. With a data-driven strategy, digital marketing will improve the scope for customization to attract more business personas.

What is a Domain name?

A domain name refers to the identity of one or more IP addresses; for example, the domain name google.com points to the IP address "74.125.127.147". Domain names are used so that it is easy to remember a name rather than a long string of numbers. It would always be easy to enter a domain name than a long sequence of numbers in the search bar.
The people need to type in the web address of your website in the browser URL bar to visit your website. In simple terms, let us say that your website is a house, then the domain name will be your address.A domain name should not have or exceed more than sixty-three characters excluding .com, .net, .org, .edu, etc. The minimum length is one character for a domain excluding the extensions. It is entered in the URL after the protocol and subdomain

Modules in digital marketing:

Digital marketing is a vast subject that includes different models that have their own objective goals and responsibilities to be worked on. Let me give you a briefing about every model in digital marketing.

1. Search Engine Optimisation (SEO):

Search Engine Optimisation is referred to as an approach that will help improve your site's structure and content, also involving performing some promotional activities that would help increase the traffic and improve the traffic to the website.

Role of keywords in digital marketing: Keywords in digital marketing refer to the words or the query the user enters when searching for a piece of particular information or a website. Keywords play an essential role in Search Engine Optimization. In simple terms, keywords refer to the topic that the users use in these search queries. Keywords are the backbone that will help drive traffic to the website based on the specific words or phrases that the user uses. He was referred to as a linking between the content provided based on the search engines' search. The keywords could be long-tail keywords and short tail keywords.

Search Engine Optimization, also called SEO in short, is of two types.

1. On-Page Search engine optimization:

On-page SEO includes measures to be followed within the website to improve the traffic and drive the ranking in the search engine results pages. It involves many different website elements like meta tags, technical tags, content quality, internal links, image Optimization, sitemap, etc.

2. Off-Page Search Engine Optimization:

Off-Page SEO is also involved in increasing the traffic, but a little different from the on-Page SEO. Off-Page SEO deals with various factors that have control within the website. The measures that have to be taken within the website, without any control of the website owner, for article submission, form submission, forum posting, etc. Some of the SEO factors that would help optimize the website are guest posting, forum submission, article submission, directory submission, video submissions, image submission, etc.

2. Social media Optimisation:

Social media Optimization is also an approach that would help improve the website's ranking through social media websites like Facebook, Twitter, LinkedIn, Google +, etc. It refers to the approach that will allow the sites to offer an online platform that would help interact with other people and pale social networks worldwide. Every social media platform has come up with different features that will help you drive traffic to the website and promote the business. A few of the social media platforms that help in optimization are Facebook, Twitter, Linkedin, Pinterest, etc.

3.Search Engine Marketing:

Search engine marketing is referred to as an approach different from Search Engine Optimization and social media Optimization. You need to pay the search engines for marketing your product and find it on the search engine results pages. It could be anything like Google. It is referred to as a practice that will help marketing the business through paid advertisements such as pay per click, which will appear on the search engine results page above the organic results.

4. Email marketing:

Email marketing is one of the most common profitable means of marketing that helps send commercial messages to a list of people or a group of people who are the potential customers for your business. It refers to the use of emails for services via email platforms and also helps in building relationships among clients.

5. Affiliate marketing:

Affiliate marketing is also called the type of digital marketing that will help earn a Commission for marketing the products and services of a company or a seller on the website. Here, the affiliate is a person who receives the Commission after selling the product. It establishes the relationship between the publisher, consumer, and advertiser.

6. Content Marketing:

Content marketing is one of the most popular approaches or modules these days. Content marketing involves writing the website's content and publishing the content of the website without any errors or mistakes, and having them linked with the other websites. Internal or external links to the website will help in improving the traffic to the website.

7. Google Analytics:

Google Analytics is a web analytics service offered by Google, which will help track the website traffic and report the website traffic. Google Analytics is free of cost, a software that will help gain the insights and recommendations that will help improve the Strategies and shape the business efficiently.

8. Website designing:

The website of the most important aspect of digital marketing is a representation of your business. All the users or the customers will visit the website and then complete the goal either by placing an order or clicking on the links. Website designing includes designing the website with all the different features available in designing tools like wordpress etc.

9. YouTube marketing:

YouTube marketing is an approach where you target customers, reach the right customer audience by utilizing video options or video ads, etc. This would help in improving the traffic and driving more ranking to your website.

Advantages and disadvantages of digital marketing:

Digital marketing is one of the approaches to benefiting all the sides' businesses by giving access to the mass market at an affordable price. Besides advertising and TV, it helps us and provides personalized marketing, leading to better revenue and sales and the growth and development in the organization or business. It has also come up with advantages and disadvantages.

The main advantage of digital marketing is that you will need a target audience to reach the targets cost-effectively and measurably. Brand loyalty and driving online sales are the other advantages of digital marketing.

Benefits of Digital marketing:

1. Low cost:

Digital marketing has come up with the plan and targeted digital marketing campaigns that would help reach the right customers at a lower price than traditional marketing methods.

2. Personalization:

If the database is linked to your website, you will be able to personalize and greet the user whenever he visits the website. Based on their purchase analysis or purchase profile, you can refine the customer profile.

3. Openness:

Digital Marketing is involved in social media and management. It also provides a way to build customer loyalty and also create a reputation for easy engagement.

4. Trackable and measurable results:

Digital Marketing also involves measuring online marketing with online metric tools and web analytics to analyze and understand how the campaigns have to be effective. It also helps you obtain detailed information about how customers utilize your website and respond to your advertisements.

5. Improved conversion rates:

If the business holds a website, then the customers will be just a few clicks away to make a purchase. Unlike the other social media that require people to make a phone call, go to a shop, and digital marketing is immediate.

6. Social currency:

Digital marketing helps you engage and manage all the different campaigns using marketing tactics. The content could be image videos of articles that can help gain the social currency that can be passed from one user to user and become viral using the different social media platforms.

Disadvantages of digital marketing:

There are some set of downsides and challenges in the digital marketing field. You need to be aware of these as well:

1. Time consuming: The process of optimizing online advertising campaigns and creating marketing content is a time-consuming process that requires more time. It is also essential to measure the results to ensure a return on investment.

2. Complaints and feedback: All the feedback on the Complaints that are native to the brand's organization will be visible to the audience through the review website or social media websites. It isn't easy to carry out efficient customer service online. However, negative comments will damage the reputation of the brand or business.

3. Skills and training: It is essential for us to ensure that we will have the right knowledge about digital marketing and have the right experience and expertise to carry out the digital marketing with all the required success. We have different tools, platforms, Trends that are changing rapidly, anod we need to be up to date about the latest changes happening.

4. Security and privacy issues: We need to be aware that there are many legal considerations involved in collecting and using customer data for Digital Marketing purposes. We need to ensure that we follow the rules regarding privacy and data protection.

5. High competition: There would be high competition when you try to reach the Global audience with digital marketing. It has become a challenge to stand out from the other competitors and grab your website’s attention.

How to become a digital marketer?

To become a successful digital marketer, you need to have the desired skills that a digital marketer should hold. There are specific roles and responsibilities to be followed, and an individual has to gain expertise in the different aspects of digital marketing to become a digital marketer. Some of the essential skills that are required to become a digital marketer are:
1. An individual should know no or know how to work on WordPress.
2. He or she should have a specific marketing channel expertise.
3. The individual should be responsible for working, executing, and analyzing the different marketing campaigns, and having expertise working on the digital marketing     campaigns.
4. Always have the upper Hand in knowing the latest updates about the technologies.
5. Should have the capabilities and abilities to explain the product and also sell the product.

Conclusion: 

Digital marketing is one of the booming industries in the current era of Living. This is the only industry that will not lose its importance no matter what changes in the world. There is a high prominence for Digital Marketing, and it would be a great career choice for individuals looking for growth in their career. I would suggest you get trained and certified in digital marketing and grab the available opportunities in the digital marketing field. This would help you in ensuring that you are chosen the right path to develop your career.

What is Search Engine Marketing

Search Engine Marketing (SEM) is the way towards acquiring a market online by buying Ads on search engines, say Yahoo, Google, or Bing. SEM includes the advancement of sites by expanding their perceivability in Search Engine Result Page (SERP). The web indexes use calculations to give the most applicable outcomes to each client. For creating best proposals to the clients' questions, they consider the keywords entered by clients as well as clients’ area, kind of gadget and working framework they are chipping away at, clients' inclinations, and their personalities. When the search algorithm is better, the client is more joyful with its results.Search marketing works with two methodologies:

• Acquiring traffic through unpaid or free search postings (SEO Methods) 
• Purchasing traffic through paid inquiry postings (PPC Ads) 

In the primary sort of search marketing where sponsors procure traffic through unpaid listings, there are two famous techniques, organic and non organic search. 

1.Organic SEO

• It requires some time to make more thought towards content creation, making hyperlinks, meta-label improvement, keyword upgrade, etc.
• It yields late effect.
• It centers around long haul results. 
• It is inexpensive.
• They can't be influenced monetarily. 
• When the layout of the website and its content is acceptable, it needs less administration. 

2.Non Organic SEO

• It is expedient. 
• It brings prompt impact. 
• It centers around momentary outcomes.
• It is very expensive.
• They can get influenced monetarily. 
• It needs a serious level of management.

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Why SEM?

Using SEM brands pay for advertisements to show up as search lists on search engine results pages (SERPs). They usually target chosen catchphrases so when a client looks for those terms, they view an advertisement from the brand. If a client taps on the ad, the brand is charged. Paid search promotions can usually be found on practically any indexed lists page. These paid arrangements are ordinarily situated at the top and lower part of the page. They incorporate an "ad" option  to tell clients that it is a paid one.

SEM fundamentals

1.SEM platforms

A SEM platform can be defined as a search engine where a brand can put search advertisements which are shown when clients execute a query. The most widely recognized SEM platforms are Google and Bing. Google Ads is the most generally utilized SEM platform. Billions of Google queries are played out a day, so it can assist you with getting the biggest online crowd. Bing Ads professes to interface with 3 million searchers that Google could not reach. By serving advertisements on partner websites, for example, MSN, Yahoo and Bing Ads assist you with associating searchers who aren't only utilizing Google for search.

2.Types of SEM keywords

SEM keywords are the terms and expressions which you focus on your web crawler marketing efforts. At the point when clients look for those keywords, they view your advertisements. For instance, if your mission focuses on the expression virtual assistant, your advertisement may show when a client looks for that phrase. When you design a SEM campaign, you pick the keywords you need to target as well as dodge. There are four sorts of keywords you could utilise in your SEM campaigns. 

1. Broad match keywords target varieties of a term. It incorporates comparative expressions, singular or plural structures, incorrect spellings, stemmings, or equivalent words of the objective term. For instance, while focusing on the broad match keyword virtual helper, a mission may target remote assistants, virtual groups and online assistants.
2. Phrase match keywords focus on the specific expression, in addition to any expressions which have words that precede or after the objective catchphrase. For instance, while focusing on the phrase match keyword virtual helper, a mission may target the best remote helper, locate a virtual assistant, and recruit.
3. Exact match keywords target words which are firmly identified with the objective term. It incorporates incorrect spellings, stemmings, singular or plural structures, reordered words, abbreviation, summarizes, or firmly related words with a similar search aim of the exact match term. For instance, while focusing on the exact match keyword virtual assistant, a mission may target virtual assistance.
4. Negative keywords avoid terms which you would prefer not to target. They are varieties of broad match, phrase match, and exact match watchwords which you would prefer not to use in your mission. These terms might be semantically identified with your watchwords however irrelevant to the search expectation of the objective term, your mission, or advertisement duplicate. Instances of negative keywords for the objective term virtual assistant may incorporate compensation or preparing of virtual assistant. On the off chance that they were in search of target organizations hoping to employ a virtual assistant, the goal for those terms wouldn't be pertinent; they ought to be rejected from the mission.

3.SEM Targeting

Focusing on keywords advises a search stage when to display your promotions. SEM targeting makes it one stride further. Through targeting, you set extra boundaries for when your promotion should display and who it should display to. 

• Location targeting on sets advertisements to just display to individuals who are inside a specific ZIP code or geographic region. 
• Promotion plan focusing on sets advertisements to just show at specific times or during explicit days of the week. 
• Demographic targeting sets advertisements to just display to individuals who fit certain segment classifications dependent on gender and age. 
• Gadget targeting sets advertisements to just show to clients on explicit gadgets, for example, cell phones, tablets or desktop.

4.SEM Account Structure

Account structure is the manner in which your SEM crusades are coordinated and set up. It collects applicable topics and keywords to make campaigns inside your account. 

• Campaigns : Each mission has its own exceptional objective, financial plan, offer system, and targeting settings as the most elevated level inside an account. Campaigns are frequently used to coordinate accounts into bigger subjects identified with explicit items, administrations, target crowd types, or advancements. For instance, a platform which matches virtual helpers with customers may have two missions, one to target individuals searching for virtual assistants and one to target individuals who are virtual assistants. 
• Advertisement Groups: There are advertisement bunches that break the mission into significantly more explicit subjects in a campaign. Most of them have a couple of various advertisement gatherings, and it is prescribed not to surpass seven to 10 ad teams for each mission. For instance, the campaign focusing on virtual assistants may have two ad gatherings: one focusing on low maintenance virtual assistants and one focusing on full-time virtual assistants. 
• Ads and keywords : Each advertisement group has its own arrangement of target watchwords and promotions. The keywords and advertisement duplicate target the advertisement team’s novel crowd and theme. It is prescribed to have a few advertisements and close to 20 catchphrases for each ad group. For instance, the advertisement bunch focusing on full-time virtual assistants may make promotions and use catchphrases that talk straightforwardly to virtual assistants searching for regular work, while the ad bunch for part time virtual assistants would target watchwords and use language about part time work.

Top 15 frequently asked SEM Interview Questions !

Steps Involved in Search Engine Marketing

1.CharacterizeEffective Strategy 

• Characterize your intended target group. 
• Recognize their necessities and inspirations. 
• Feature how your item is ideal to serve their necessities. 
• Survey your business position in the commercial center. 
• Distinguish your rivals. 
• Recognize your particular objectives and benchmarks, for example, search positioning, deals, site traffic, and different ROI measurements.

2.Pick Right Keywords 

• Select most significant expressions pertinent to your business. 
• Choose the expressions which are frequently looked at by your objective clients. 
• Brainstorm to generate new ideas for potential terms your clients use when contemplating your items and capacities. 
• Collaborate with your deals and client assistance groups, and best clients to understand frequently utilized expressions. 
• Utilize keyword research apparatuses to arrange a list of exceptionally looked through terms.

3.Optimize Your Website Content

• Zero in on your site structure. Keep it straightforward. 
• The search engines search for the fundamental code of your site while visiting your site. 
• Make fresh, clear, and right substance that can hold clients' attention. 
• Utilize your keywords pertinently in pages title labels, heading labels, registry names, record names, meta tags, and alt tags. 
• Focus on meta portrayal. It appears in the indexed lists beneath your link, giving an extraordinary chance to you to carry guests to your Website.

4.Submit Your Website for Indexing 

Guarantee that all the pages of your site are totally ordered by the search engines, for example, Google, Yahoo, and Bing to be noticeable online to the clients. For fast interaction of getting ordered by different engines, present your site to the DMOZ.org, an Open Directory Project. When DMOZ acknowledges your site, Yahoo and other search engines have no issue ordering your site.

5.Add Quality Links to Your Website

• Assemble links to your site from esteemed links of different sites that are frequented by your targeted guests. 
• The greater quality inbound links you have, the more mainstream your site is with Google and different engines. 
• Making your site content is connectable. Make intriguing and instructive substance on your site, for example, a library of best practices articles, blog patterns in your industry, and so on. 
• You can collect links from sellers, clients, colleagues, and trade affiliations. 
• Disperse press statements and articles on the web.

6.  ManagePaid Search Advertise 

• Offer on the most pertinent keywords. Try not to pick them depending on just prevalence. 
• Ensure your item offer is fascinating to the likely client. 
• Bind the offering system to business results. By and large a lower Ad position will deliver a higher ROI. 
• At last, incorporate a convincing 'source of inspiration' in the Ad and send traffic to an applicable presentation page attached to the Ad. 

7. Measure Success of Advertise 

• Analyse how well you acted before. 
• Measure CPR, Impressions, Clicks, CPC, Bounce rate, ROI, and so forth. 
• Utilize Web Analytics to screen progress and issues. 
• Screen your position routinely in the indexed lists. 
• Distinguish issues and plan procedures to improve your outcomes later on.

Search Engine Marketing Services

The essential objective of search engine marketing administrations is to expand perceivability of a site through the internet searcher result pages (SERPS) while at the same time giving it a higher positioning on a web index results page for significant, directed key expressions or keywords. It guides in arriving at likely clients while they are on the web, also expanding qualified traffic, producing enquiries and converting more deals. The more pertinent your information, guarantees you are discovered first when your target audience is scanning the web for content identified with your business. It is basic practice for web clients to not navigate pages and pages of list items, so where your website positions are fundamental for guiding more traffic to your webpage. Regardless of whether you are utilizing the Internet to advance your association or selling items straightforwardly to the general population, the way to progress lies in your capacity to pull in the correct kind and volume of guests to your site.

Comparison of SEO and SEM

Search marketing is a collective term which alludes to any strategy used to expand a brand's search perceivability or access a brand to show up more often in pursuit. It might incorporate a paid SEM procedure, an organic SEO system, or both. SEO, or Search engine optimization utilizes strategies which enhance organic perceivability in pursuit. Dissimilar to SEM strategies that pay for position on SERPs, best practices for SEO plan to pull in search engines and procure noticeable organic search situations. Organic query items don't have an ‘ad’ assigned on their outcomes. They are procured and not paid for.

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Conclusion

Through this tutorial, you could get an understanding of the Search engine marketing, its steps, its fundamentals and a comparison between SEO and SEM. You can utilize your data wisely using these practices.

 

What is social media

It is a popular way for electronic communication, that helps to design our sites for online communication used to share content like ideas, experiences, videos, images, etc. with friends, families, and also with business partners and customers. Simply social media is a communication builder between users, retailers and marketers, it maintains three kinds of classification tools.

social publishing: It permites you for data publication in the form of content like images, videos and texts.
social networking: It is used for connecting you with your friends, relatives along with business partners and customers. 
Photo based social networking: It helps in photo sharing through the sites of social networking.

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What is social media marketing?

It is a platform that helps us in business presentation for customers, through which we can develop and promote our business which increases traffic for websites, engagement of users and awareness of brands. It helps to achieve the aims of marketing by using different content forms for different platforms of social media like whats app, facebook, linkedin, twitter, instagram, etc. 

SMM develops our business sales and used to build our brand, it contains content publishing in our social media profiles, to engage with our customers, to examine the results and to run the social media.They maintain the tools of media management which are used for our businesses to develop all over the social media platforms.

History of social media marketing

SMM seems to be the latest trend, but the roots of SMM expand from the beginning of the computer era, this popular trend is the result of continuous development of old social media from centuries. It began in 1979 with usenet and then upto to facebook, usenet allows users to post the content in newsgroups. BBS uses the usenet as it permits users to interact with others and provides the best way for speed messaging. 

1970s and 1980s: During this period netizens use and spend their time on networks such as forums, dating sites, live journal, friendsters and six degrees. 

1995-2002: During this period with help of tough events it became a usable tool in the market, it developed with marketing, brand promotion to build online websites like yahoo and google. They converted as the strategies of seo results in best search results.

2003-2004: Introduction of sites of social media like facebook, linkedin and myspace takes place during this period of time.

2005- present: Reddit was introduced in 2005 and also followed by youtube, with them customers begin to post all types of media with other users. In 2006 facebook ranked as 3 rd mostly used platform, this is the year which promotes social media as one of the best platforms for business. 

In 2007 lunar strom gained nearly 1.2 million users mostly teenagers and gained popularity but it was shutdowned in 2010. Today the majority of marketers believe that social media is essential for their business promotion, it is also efficient for cost when compared with other traditional channels it is 3 times less cost, brands utilizing smm to develop their customer services. 

Why is Social Media Marketing important for the business?

SMM is a Simple way for connecting with a huge amount of customers, in present day almost 3.8 million people are utilizing social media. That number is continuing increasing from 2019 to now it increased 10%, it is helpful for brand promotion of our businesses and sales. Nearly 52% of research on online brands takes place through the platforms of social media, and people come to know about the latest brands. 

In 2009 people spent nearly 2 and half hours per each day using networks of social media such as twitter, instagram, facebook, whatsapp, linkedin, etc. In 2021 it grows to 14% and remains as the best way to reach the users for a long time. They are becoming essential for sales development and promoting. 43% of netizens are utilizing social media for goods and products research for purchasing them after knowing the details, and 12% users are ready to purchase online from social media such as instagram, twitter and facebook.

Goals of Social Media Marketing

The marketing of social media helps to achieve a large amount of aims, based on the complete marketing strategy. The given below are some examples for the goals of SMM.

• Popular generation and sales
• Increasing of websites traffic
• Maintain the feedback which are negative
• Increase the engagement of community
• Retention of users
• Increase of audience
• search of feedback
• Research on customer demand
• Monitoring of trends and competitors
• Growth of brand awareness

social media marketing tools

SMM is a kind of internet marketing which maintains various techniqqes that consider smm as the platform to develop our business. Its platforms are like twitter, facebook, whatsapp, linkedin, pinterest, etc. Helps to promote our business sales, the given below are some essential tools of SMM.

Buffer: It is an essential application of software which maintains scheduling platforms of social media such as facebook, twitter, linkedin.
Hootsuite: begins in 2008, a tool of social media used for publication. With this we have the reports to send messages through email.
facebook power editor: SMM tools which helps to run more advertisements and design the audience of the target to produce images for our campaign.
Google analytics: Mostly used smm tool for the services of statistics, it provides free basic versions.
Bitly: popular smm tool URLs shortening.
Social mention: One of the best smm tools that enables customers for product performance measuring and trapping.

Social media marketing platform

SMM maintaining  various platforms, they are like given below

marketing of facebook: It is the best provider of social network, that helps to connect with our friends, through sharing content in messages and photos. It gains an essential role in the platform of social networking. 
Marketing of twitter: Another famous platform of social networking which permits the customers to read and write the message with characters namely tweets. This can avail on various gadgets like mobiles, computers, tablets and laptops. 
marketing of linkedin: A business site of social media which was introduced in 2003, nearly it includes 480 million customers all over the world. It is maintaining almost 20 languages, and permits customers to design and maintain the profiles used to connect with people.
Marketing of Google+: a google operated platform of social media which is used by nearly million customers, it is a tool search engines helps to develop the local search visibility.
Marketing of pinterest: One of the essential platforms of social media, helps to share the content of images, videos, etc. also named as visual bookmarking. It is used to identify and design the ideas to save, customers may interact with others to share experiences and interests through OBB.

Social media marketing strategy

The strategy of smm is nothing but the idea of execution, which is followed by marketers to gain user satisfaction along with more profits. The given below are some strategies of smm followed by marketers.

1. Set the aims: As a initial step we required to set the aim which we want attain through SMM, Generally all the marketers have some common aims they want to attain, the given below are some of them

To increase the awareness of brand
Produce new leads
Increase revenue through sales growth
Increase traffic for their websites
To develop brand engagement
Create a community around the sales
Provide services for social customers
Growth notifies in the press
Observe the reviews about their brands

2. Get complete idea about target audience: After setting the aim we need to know about our audience, like what they like to see on social media, what they like to share, their interest etc that helps us to get complete ideas about our audience and customers. They are like the given

Who they are 
What is their interest
What are the mostly used social media platform they are using
What is their method of consuming the content

3. Competition research: We need to conduct research of our competitors methods they are following to attract their audience. We need to conduct research on the question given below

Which type of content they are publishing
In which platforms are they active
Which hashtags they are using
What is the tone for their voice
Which kind of communication they are using
What is the time spending by them on social media platforms

4. Choose the right platform of social media for the audience: We are required to identify which platform suits our business, and have an effect on the audience.

5. Design brand guidelines: The given below are some important guidelines of SSM

Voice of brand
Emojis used
Hashtags used
Audience interaction protocol
Topics banned

6. Create our initial presence: Creating an initial presence introduces our business that contains information of business, images and our posts, it has some steps as given below.

Business information entering
Images uploading
First post designing
Our contacts following

7. Prepare the content type which we want to share with the audience: One of the important ways to attain our aim is content, so we need to prepare the type of content which we want to share with the audience. The given below are some types of contents.

Videos
Images
Articles
Live Streams
Stories
Photos

8. Design the content calendar of social media: The calendar of the content used to observe how continuously we are publishing the content for customers.

9. Promote sales by running advertisements: The platforms of social media permit us to run the advertisements that increase our business size. The gives below are some kinds of advertisements

Discounts of storewide
Promotion of latest products
Latest deals of customers
Promotion of events

10. Testing of results: We can convert the platform of social media which based on the given parameters

Followers
Likes
Reach
Engagements
Clicks

Social Media Marketing KPIs

The following are some important KPIs of SMM

Follower count: The best way to know if we reach enough customers or not through observing how much traffic we have on each platform, for our business campaign.
Impressions: They are a tough tool for measuring, which displays our posts on timeline. Single user may have multiple impressions, as they see once for them and another when their contacts share it, it is better to have higher impressions.

• Web traffic: It is essential to have high traffic, that helps to make your followers as customers. When they get enough interest in finding business it improves our website's traffic.

Top 30 frequently asked SMM interview questions & answers

• Clicks: These are easy engagement forms for measure, who have wish to click our companies websites link helps to convert followers as users or customers. If we are observing the clicks it also means we are observing the rate of likes and shares too at the same time.

• Likes: They are the best way for attention gaining for a brand, people like to use the products which are popular so when we have more likes it means that our products have. It helps to gain more attention from customers.
• Shares: They indicate that the customers are interested to recommend our brand, which is a great act to develop our sales and works as the displayer of sales loyalty.

• Comments: The essential point of spending time online is for customer interaction, when we provide relevant information that will attract our followers. They create loyalty among customers and we are able to know their opinions, and creates the best impression on followers and customers.

• Issues resolved: This seems like the best chance to interact with customers, and provide a chance to manifest our products' value in various ways.

SMM comparison with SMO

They both are popular strategies of marketing, which makes great effect with their uses on platforms of social media. They have similarities between them but they are different from each other, smo was introduced in 2006 for promoting business in the platforms of social media, smm was introduced for appearing the content that is utilized to develop our business. Their common aim is based on seo content which is one of the marketing, that works with the help of key words, articles, blogs, etc. 

SMO: Social media optimization hand out the optimization of specific websites, for content and blog posting to simplify the social media. Its aim is website traffic growth and the blog's developments from where content is shared. It is a bunch of techniques which are used to integrate different channels together for our brand promotion and publicity through the campaign of seo.

SMM: Social media marketing's main goal is to simply develop social media engagement and brand visibility development on various platforms of social media with the help of various methods. It is a process that helps to use the channels of social media and to develop our brand among millions of customers. social media marketing provides the best way to specify the market groups, and also helps to increase our websites traffic.

Advantages of social media marketing

The given below are the advantages of SMM

1.Increase brand awareness: More than 50% people are utilizing social media for goods research, marketers also gave best profiles in different social networks to utilize the benefits of social media customers. Users may find their product or the brand on platforms of social media, the good services of social media are also essential. Customers require help from companies, when they help the customers then they feel great to promote that brand by recommending it to others also.
2.Increase traffic for websites: various social networking platforms allow companies to purchase their products without help from any other websites. It provides a good way for traffic growth, nearly 15% of web search happens from social media. 
3.Simple and quick distribution of content: while the customers brace the business by posting the content, they may properly share its content through smm. Customers share necessary data with friends on platforms of social media, it helps to increase target audience. This is one of the best ways to provide information for customers to make them aware of sales, products and offers available. Social media helps in sales delivery with high speed, most of the customers choose to gain promotional messages of email and develop our business sales.
4.Helps to reach a large audience: SMM helps social media to connect with people and provide a best way to connect with customers and attract them towards our products which helps to increase our sales. The following are the audience rate who are utilizing social media.

• 68% for facebook
• 24% for twitter
• 35% for instagram
• 73% for youtube
• 25% for linkedin
• 29% for pinterest
• 24% for snapchat

5.Develops loyalty of brand: research proves that lots of people are spending much time in online marketing and maintain loyalty of brands with the help of their users by using smm. The given below are the guidelines using by the marketers to develop loyalty of their brands
Observing customers reviews and comments
Users review promotions
Follow the customers thoughts
6.Update our users: smm provides a simple way to update our users with latest products details up to date, and also about events of upcoming. It creates more interest in customers and makes them attracted to our websites. 
7.Co efficient: smm is efficient in cost as it designs the profiles of the latest users and provides a free signing up chance for almost every platform of social media.
8.Develops the ranking of seo: post sharing in ssm uses the customers to know about websites, that is essential thing for websites for development and their success through designing backlines and high traffic. for best ranking in seo backlinks are essential, websites gain best position when there is development of our website's backlinks and traffic at a time, which speedly develops business.
9.Simple and speed communication: smm totally turns the process of communication with customers, nearly 2.8 billion customers are utilizing the smm for communication with marketers, they provide a simple way for customers to interact with marketers and share their needs which they really require from customers.

Disadvantages of social media marketing

Even Though smm is popular it includes some problems, we will have no problems when we give comments positively and share relevant content for it. The given below are some regular disadvantages of smm.

1.Time consumption: This is an essential part in smm as each start up consumes a lot of time for business expansion.
2.Negative feedback: we can have both the positive and negative feedbacks from users based on their experience in smm, that can be visible for other users also which may have an effect on our business.
3.require qualified personnel: For Concentrating on the issues of business, we need to have qualified personnel for business accounts management and to increase our websites traffic. Which represents that we need to alot more money for their hiring.
4.Exposure for competitors: SMM not only permits us to know the strategies of our competitors but it also permits our competitors to know about our strategies for business by using various platforms of social media.

Conclusion

We hope that the resources and information provided in this social media marketing (smm) tutorial is used for you to get the clear idea about smm, smm tutorial for freshers covers the smm by topic wise discussion to give a clear view of social media marketing (smm). This tutorial also helps you to implement the techniques of social media marketing (smm) for your business to develop. If you have any queries or questions that need to be answered please do comments below, to get your question answered quickly by our HKR expert trainers.

 

Overview of SMO

SMO represents Social Media Optimization. It alludes to all procedures that assist produce exposure for your site by utilizing diverse web-based media platforms. You can perform different functions through social media, for example you can partake in conversations, share your musings, make your page to advance your business. It permits you to utilize web-based media posts on drive focused traffic. It permits you to construct a social network, connect with individuals and your clients. You can likewise read others’ tweets and announcements to get thoughts regarding their inclinations, preferences and assumptions. Social media promotions permit you to target as you can alter the web-based media advertisements. For instance, you can target clients of a specific location, instruction level and even based on pages you have liked and purchase history. It permits you to react promptly to questions and issues of your clients identified with your item or administration. You can give applicable data and resolve issues immediately to fulfill your clients. It expands your brand faithfulness, brands that are dynamic via online media have more faithful clients. You can move toward your potential clients first than your rivals.

To gain in-depth knowledge with practical experience, then explore SMO Training

Why SMO

The lines between search engine marketing and social media marketing are getting progressively obscured. The two were considered as isolated and particular parts of advertising. They're more interwoven than you may think. Aside from that, the advantages of social media advertising have been all around reported. On the off chance that you need a strong procedure to deal with web based marketing, you require a good overall arrangement of SEO and SMO. They both are not the same, there are a great deal of practices social media advertisers can gain from SEOs to more readily streamline for social media. The isx steps you can adopt from SEOs to enhance social media optimization are,

1. Strategy should be optimized.
2. Execute keyword research.
3. Optimizing profiles.
4. Optimize the content within, analyzing the headlines and using images, hashtags etc.
5. Optimizing the posting schedule.
6. Enhance social media analytics.

Who Are The Intended Audience

SMO Tutorial is designed to assist beginners and experienced experts. This tutorial is fundamentally going to assist each one of those who are interested in advertising and explicitly the individuals who seek to make a profession in Digital Marketing.

Prerequisites Required

To understand SMO, you should have the knowledge of CSS and HTML. Prior to continuing with this tutorial you ought to have a decent comprehension of the basic ideas of advertising, marketing and examining items and audience.

Advantages Of SMO

• With dynamic social profiles, you can rapidly refresh your audience on any new item or administration you are advertising. 
• SMO aids you to accomplish an extraordinary number of traffic coordinated to your site via social media platforms. 
• It encourages you to publicize to either an extremely chosen/restricted audience or a wide crowd. 
• SMO guarantees that you have a solid presence in search  engines.
•  SMO can assist you with creating leads. At the point when you tap into online media channels, it essentially changes lead generation crusades.
• Online media has ended up being an incredible part of ads for your business and brand.

SMO Strategy

When we design and execute for improving the ROI of business, all that is required is appropriate outlook and characterized techniques. To draw greatest reach and expected clients out of social media, Social Media Optimization (SMO) should be known:

• Explore the market patterns
• Begin with sensible budget
• Understand your clients 
• Utilize most mainstream social platforms
• Maintain applicable things to your business 
• Plan and Execute legitimate arrangement of Goals

 

Key Concepts

• Target building brand reputation by portraying yourself as a trusted source.
• Be an approved name in your business.
• Keep encouraging the commitment and sharing. 
• Stuff up creativity 
• Keep it social. 
• Optimize each and every point which prevents your endeavors.

Rules Of Social Media Optimization (SMO)

The five rules of Social Media Optimization are as follows:

1. Raise your linkability: It is the first and most significant need for the websites. Numerous websites are static and it indicates that they are once in a while refreshed and utilized basically for a customer. To advance a site for social media, we require to expand the linkability of the content provided. Including a blog is an extraordinary option, anyway there are numerous alternate ways, for example, making white papers or even essentially collecting content which exists somewhere else into a valuable configuration. 
2. Make bookmarking and tagging simple: Including content highlights like speed buttons to “add to del.icio.us” are one approach to make the way toward tagging pages simpler, however we go past this, ensuring pages incorporate collection of important tags,proposed notes for a link, and to tag pages first on mainstream social bookmarking sites.
3. Reward inbound links: This is utilized as a gauge for achievement of a blog and a site, inbound connections are central to ascending in search items and generally rankings. To energize a greater amount of them, we require to make it simple and give clear rewards. From utilizing Permalinks to reproducing, posting recent linking blogs on your website gives the reward of perceivability to the individuals who connect to you.
4. Assist your content travel: SMO isn't just about making alterations to a site. At the point when you have content which can be versatile, portable, submitting them to important destinations will aid your content go further, and at last drive links back to your website.
5. Enhance the mashup: It pays to be more open about allowing others to utilize your content in a world of co-creation. Actually accommodating YouTube code to cut so you can imbed recordings from their site has powered their development. Partnering your substance through RSS additionally makes it simple for others to make mashups which can drive traffic or expand your content.

Frequently asked SMO Interview Questions

How To Create your Social Profiles For SMO

If you need to advance your brand on the web, at that point you require to have an online presence via social media. You are just attempting to associate with your clients on the web, or need to get more openness for your brand or need to enhance your standing online, then social networking profiles can give you the lift you require. At the point when somebody looks for you online, your social profiles are the main outcome Google shows them. For a fruitful social media profile to make, there are a couple of components you require to consider.

• Facebook
• LinkedIn

1. Your username, display name, and URL : It may be your own name or your organization's name. Yet, it is in every case better to have an organization name as a profile. Generally, your username is contained in your URL on social networks. You cannot alter your username, so it is better to pick it cautiously and keep it the same on all web-based media platforms. 
2. Your profile picture : You can keep your own image as a profile picture in the event that you are the face of the organization yet you have a conspicuous brand, at that point consistently attempt to put your organization's logo. Some networks permit you to put a background image,  attempting to have an incredible effect by your cover picture. 
3. Your link : Continuously attempt to make the most of it by placing your brand link on the main page of your social profile, so that individuals can without much of a stretch find your link. 
4. Your bio :  Your social profile ought to contain just a couple of sentences in an exceptionally raised pitch to depict you or your business. Utilize your profile to its maximum capacity and incorporate keywords. 
5. Promote your profile : Advance your social profile as much as possible and include the links on your site, on your business card, and emails. 
6. Post updates consistently : The social media profiles should be kept dynamic and attempt to impart informative content to individuals on a regular basis. Having a decent web-based media presence allows you to improve rankings. You should assign sufficient time and cash to keep your own or business profiles dynamic as it will assist you with web-based media searches and your clients will have the option to discover you. Attempting to keep your post attractive and content ought to be instructive so the crowd doesn't lose interest. Intelligent content encourages you to feature your business/site in an extraordinary way. You can likewise share images to pass on your message. 
7. Commitment with new and existing audiences : Drawing in your audience is the way to creating a decent social profile. You ought to focus on your current audience along with new purchasers and clients. At the point when someone posts on your page, you ought to react to them changing them from potential over to real time purchasers. Coordinate content based on the requirements of your clients and answer their inquiries as fast as you could.
8. Group postings : Group postings are a key for an effective social media profile. Attempt to connect with various groups to share your profile interface. However, just spotlight on the groups that are generally identified with your specialty so you don't have spam cautioning. It will assist you arrive at a huge rundown of possible purchasers and directing people to your site. 
9. Creating brand awareness : Making brand awareness in your focused audience is exceptionally significant and online media enhancement assists you with that. When you pick the correct social platforms, you can contact individuals you need to target and avail your brand name out there. Natural audience turns out extraordinary for sending your message out and advertising your brand, however with social platforms like Facebook, you get quick outcomes by making payments.

 

Conclusion

This tutorial gives a definite review of how online media enhancement SMO is executed. There are five significant methods to keep in touch with your target audience through online media. On the off chance that you need to promote your brand, at that point you need to have an online presence via web-based media. Posting every day updates, group postings, making brand awareness, and commitment with new and existing audiences are methods continued in SMO. Social Media Optimization Tutorial can assist you with understanding what SMO is, its advantages and how it works.

 

SEO Tutorial

What is SEO and why it is important?

SEO is the acronym for Search Engine Optimization. It is the capability of increasing both the quality and quantity of the website traffic so as to expose the brand identity into the global market with the help of organic search engine results.

It is a process aimed at optimizing the search engine website. It allows websites to obtain a higher ranking in search engine results as people search for keywords relevant to their goods and services.

Search Engine Basics:

Search engines are communication machines. They search billions of content and analyse thousands of parameters to decide which data is most inclined to answer your question.

Search engines accomplish everything by finding and analysing all accessible content on the Web through a method known as "crawling and indexing," and then evaluating how often the query suits the process referred to as "ranking."

Organic search results are those that are created by an effective SEO.Nowadays, search engine results pages also referred to as "SERPs" are packed with many more ads and more complex organic results types , than what we've seen before. Examples of SERP features include snippets, photo carousels, etc. New SERP features continue to develop, guided primarily by what people are looking for.

Here is an example of SERP results, if you search for the weather report of hyderabad, you will just see the weather forecast report for the city hyderabad instead of link to a site that contains forecasting results. Well, search engines mostly make money through advertising and solve the searchers' queries easily and make them come back again and try to keep them longer on the SERP’s results.

Why SEO is important:

Although paid ads, social media as well as other online platforms may increase traffic to websites, the majority of online traffic is powered by search engines. Organic search results consume more web real estate, seem more trustworthy to savvy searchers, and receive more clicks than paid advertising. For example, if you consider all US searches, only about 2.8% of people click on paid advertisements.

SEO is also one of the few online marketing platforms that can continue to pay returns on investment when properly set up. If you have a solid piece of content that deserves to be rated as the right keywords, your traffic will snowball over time, while advertising needs ongoing funding to send traffic to your site.

Nowadays search engines are becoming smarter, but they still need our help. Optimizing the site would help to provide better information to search engines so that your content can be correctly indexed and viewed within the search results.

Moreover, if you are a service providing company and want to establish a good move to your company growth. Then you need to seek the help of the good SEO company that helps you to improve the performance of your online website thereby attracting more visitors to the website. Lack of proper SEO will decrease the website performance, revenue and eventually harm your website.

White Hat and Black Hat SEO:

If the SEO is performed in line with the guidelines, it is called the White Hat SEO, and if it is performed without abiding by the rules, it is called the Black Hat SEO. So, essentially, there are two SEO types:

White hat SEO uses some approved search engine optimization techniques to improve the performance of the website. Unlike the Black Hat SEO, it focuses primarily on the human audience as opposed to the search engine. People looking for long-term investment on their websites rely on SEO white hat techniques. Examples of White Hat SEO include quality content, internal links, link building, web optimization, social media marketing, Google Advertising, etc.

Black hat SEO relies primarily on search engines and not on human audiences. People who are looking for a fast financial return on their website rather than a long-term investment are using black hat SEO techniques.Sometimes, it will offer quick results, but only for a short time, and over time it can have the opposite impact, e.g. it can degrade your ranking and get you blacklisted by search engines. Examples of Black Hat SEO include keyword stuffing, duplicate information, cloaking, hiding contents, etc.

Google Webmaster Guidelines:

The basic principles to be followed are:

• Make perfect pages for the users and do not deviate them.
• Try to void the tricks to improve the search engine rankings. 
• Just think on your website, and how to make it unique , value and more engaging, etc.

Things to be avoided are:

• Generating content  automatically.
• Participating in the link schemas and copying content from other sources.
• Cloaking, hidden text and links and doorway pages etc.

Bing Webmaster Guidelines

The basic principles to be followed are:

• Come with clear, easy to understand and more engaging content for the users.
• Make sure the titles are clear and relevant to the body of the content.
• Build your links organically.
• Maintain page speed along with the great user experience.
• Using the alt attribute to describe the images in the content for better identity.

Things to avoid includes:

• Pages showing more ads or affiliate links.
• Duplicate content, cloaking, keyword stuffing, etc.
• Buying links and participating in link schemas wil de-index the content on search engines.
• Dynamic parameters can duplicate the URL’s.oid long url descriptions, because they should be short and clean with keywords.

How search engine works?

In order to appear in the search results, the content must first be available to the search engines. It's probably the most critical part of the SEO puzzle: if your site can't be identified, there's no chance you'll ever turn up in the SERPs(Search Engine Results Page).

To know how search engines work, firstly you need to know the three basic primary functions of search engines. They are:Crawling,indexing and ranking.

Crawling: Browse the Internet for information, look over the code/content for each URL they find.

Indexing: Store and organise the contents found during the crawling process. When a page is in the database, it will be shown as a result of the related queries.

Ranking: Provide information that responds best to a searcher's question, which means that the results are sorted from the most relevant to the least relevant.

What do you mean by search engine crawling?

Crawling is an investigation process in which search engines assign a team of bots  known as spiders or crawlers in order to find out the new and updated versions of the content on the web.Content can be any form whether it might be a webpage, image , video or audio etc.    

Googlebot begins by retrieving a few web pages, and then follows the links on those web pages to find new URLs. By jumping along this path of links, the crawler is able to find new content and add a huge database of discovered URLs to their index called Caffeine to be retrieved later when the searcher is searching for information that the content on that URL is a good match for.

Search Engine Indexing:

Once the crawling part is completed, the next step in the businesses is to ensure indexing of the website on the web. The index is where the pages you've found are kept. After a crawler finds a website, the search engine makes it much as a browser does. In doing so, the search engine analyses the contents of that page. All of this information is contained in the index.

Search Engine Ranking:

If someone searches, search engines their database for highly appropriate content and then order the content in the expectation that the searcher's query will be answered. This ranking of search results by importance is known as ranking. In general, you can conclude that the higher the rating of the website, the more important the search engine assumes that the site is to the query.

You can exclude spammers from part or all of your web, or advise search engines to avoid storing those pages in their indexes. While there may be reasons to do this if you want your content to be found by the searchers, you must first make sure that it is available to the crawlers and that it is indexable. Otherwise, it is as nice as it is invisible.

Hence search engines work deliberately with the help of 3 major functionalities described above.

Keyword Research:

Well, guys you had learned on how to present yourself in the search engine results. The next step is to determine which type of keywords that you need to target in your web content. And most probably, you would be aware of how to satisfy both the users of the website and search engines by writing quality pieces of content.

The importance of keyword research is to better analyze your target market and know how your belongings such as content, services or goods are being searched for. 

Keyword analysis provides you with detailed search data that can help you answer questions the following questions:

• What kind of things are people interested and searching for?
• How many people are searching for a particular thing?
• In what format they are interested to view that information like audio,video or blog posts, etc.

Here we are going to learn important tips and tactics that are required to build strong and quality content for the web users.

Before doing keyword research, firstly you need to know your customers or visitors data such as who they are, their goals, interests, region, age group etc.

Do you know what terms people are searching for? Definitely no because you are well familiar with the content and the things we used, but not your audience. 

Discover the keywords:

You might have some idea about the keywords in your mind. Start searching based on them and they act as the great seed keywords for your search. Just enter your collected keywords in any one of the keyword research tools in order to discover the monthly average search volume and similar keywords as well.Upon entering you're keywords, you can easily get through some data related to those keywords along with search volume, based on that information, you can easily pull out the keywords that are mostly likely to fit into your content or business.

In the process of discovering the relevant keywords for your content, one can find many keywords that vary in search volumes. Mostly it is advantageous to go with the lower search volume keywords because they are less competitive when compared with higher search volume keywords.

In fact both low volume and high search volume keywords are important for the content, but knowing them will help you to prioritize the keywords better for your content.

Here are the few points to be noted in the process of selecting the right keyword for the content.

• For the higher search volume keyword, it requires a lot of work to be done and typically known as keyword difficulty.
• If you are going for higher search volume keywords , you can face great competition as it has already been in use by your competitors.
• So target highly specific low search volume keywords for better advantages and they are known as long tail keywords in SEO.
• Long tail keywords with low search volumes are highly recommended and they are more specific in the searches. Suppose if a person types flowers,one may think that he is just browsing the web, on the other hand if the person searches wedding decoration flowers prices shows the intention of the person to buy the things.

Analyzing the competitor’s Websites:

Competition website research is an essential aspect of SEO search and analysis. By reviewing the websites of rivals, you can get ideas to develop your own online marketing strategy.

There are a range of competitor analysis tools designed to equate the website's search friendliness with the websites of its rivals. These tools are focused on different SEO metrics and are very easy to use, i.e. some tools require you to enter the URL of your website, the URL of the competitor and the targeted keyword, and the tool will tell you how well you are ranked against your competitors for that keyword.

Here are some important steps to be followed in order to analyze the competitor websites for best SEO keywords that drive more engagement and traffic.

• First you need to find out your competitors. This can be done by searching your target keywords on Google and looking at the sites that display on the front page of your search.
• As a next step, after preparing the list of your target competitors, then visit their websites. You need to perform a deep analysis of their keywords that rank for, quality of content, type of website either it is static or dynamic, etc. This information is strong enough to show how professional your competitor websites are and things you need to take in order to make your website in the similar way.
• Next, just examine your competitor backlinks,number of links they acquired, anchor text, and check whether they are from the most popular websites, if so contact the webmasters of those websites to get backlinks for you. You can find many popular tools for backlink analysis, in the market backlink anchor text analysis is found to draw better results.
• Analyze your competitor's social presence and check their content, posts on the social media platforms like facebook and twitter. Also check whether they are active or not.

SWOT analysis for the website:

SWOT stands for strengths, weakness,opportunities and threats. This analysis helps in determining the present and future estimate of any business or any website.

Strengths and weakness are the internal factors that are under the control of the organization or yourself, whereas opportunities and threats are the external factors which are beyond your control. With the help of SWOT analysis one can easily find the strengths, weaknesses and opportunities and threats related to a website.

The SWOT analysis involves establishing basic goals and objectives for your website. These goals or objectives should be observable and practical, i.e. raising income by 10% in the coming year, increasing click-through rates by 15%, decreasing shopping cart rates by 5%, etc. After you have defined your goals and objectives, you can start with the following SWOT analysis measures.

Strengths refers to the advantages that are  not available to your competitors. These strengths help you to gain confidence, achieve greater results when compared with other similar niches. Quick setup, user friendly design, relevant and quality, and more engaging are the strengths of your website.

Weakness represents or just slows down your website when compared to that of similar niche competitor websites. The weakness of the website will prevent you from achieving your desired goals and objectives. Just go through the competitor websites if they represent the weakness in a more better way then follow him to improve your website.

Opportunities are related to the external factors to improve the website performance. This relates to the use of most prominent technology in your website for having outstanding performance and user friendly environment.

Threats refer to some external factors that deviate you from achieving goals and objectives. These threats are beyond your control, if you neglect your website progress will be down. Some common threats related to websites are software privacy, changing customer demands and needs, unfavorable government rules, fraudulent activities, etc.

Choosing the right keywords for your website:Keywords are phrases used by people in search engines to locate the information they seek. Related keywords and phrases help improve profitable traffic to your website. 

So if you're looking for the right keywords and phrases, keep the following points in mind.

• Using Long Tail Keywords typically refers to the phrases of 3 to 5 sentences. Such keywords are considered suitable for SEO, as people at the buying stage prefer to use longer phrases to search for goods or services. Long sentences are often found to be less competitive than shorter keywords and help you draw targeted traffic.
• Latent semantic indexing incorporates the related terms along with main keyword phrases. If the search engine sheets some  semantic words of your page then Google assumes you as more relevant and authenticated.
• In order to keep the most popular keywords, just keep an eye on the recent trends in the current market. If you find a trending search query related to your niche then you can easily increase traffic to your website.
• Location based keywords help you to add a country, state or city name to your keyword to stand out from the crowd. It will help you obtain a higher ranking in your local search results.
• Identify the important keywords for your competitors and pull their traffic to your website. By using the keyword spy you can easily identify the keywords of your competitors that are driving more traffic for their websites.

 

Tools for Keyword Research:

Keywords are the important elements to be considered for effective SEO. Keyword research gives you important keywords that allow your websites to rank higher in search results. Thus, keyword research can be regarded as the basis of SEO. 

A variety of resources are available for keyword analysis. Some common resources are listed below:

Google trends: google trends is a free tool from Google to find out and compare the traffic of different keywords at one place. It allows you to enter several keywords, search history and category, and use a position philtre. Only enter the data and show how high a specific keyword ranks along with the reason for its popularity, such as press coverage, social media, etc.

Keyword Spy: Keyword spy is a seo optimization tool designed to keep an eye on your competitor keywords. Its free version provides many features; the Domain Spy Tool is one of them that allows you to type the domain into the search box and provide you with data such as what keywords the site spends most, how much the site spends on paid searches and who the competitors are etc.

Keyword Discovery: It is the most popular keyword tool and collects the data from the top 200+ search engine like Google an dYahoo, etc. The tool also features various research options like filters, misspellings, keyword permutations, trends, etc.

Google Keyword planner: Google keyword planner is one of the most widely used keyword research tools by many website owners. It is a free platform and comes with Google Adwords. The thing you need to do is to create the Adwords account before accessing this account. It also comes with filters and match types to find out the most profitable keywords for your websites.

Semrush: This tool is very flexible and convenient for the users to go. Here there is no need to add keywords just type your Websites address along with your competitors and compare them. You can see all the keywords your competitors are ranking for. You can easily identify the keywords that you're not targeting.Moreover in the paid search, you can identify the competitors keywords, their biddings and use them for your organic benefit.

On-Page Optimization:

On page optimization leads to all actions taken by SEOs on the website to boost the ranking of the blog on the search engine results pages(SERPs). These measures relate to content and the HTML source code of a website, e.g. meta tags, keyword placement and keyword density, including the technical set-up, content and user-friendliness of the site. So the optimization variables on the page are linked to the elements of your website.

So, by doing on page SEo you can easily control all the elements of your website at your fingertips. For instance, as a website owner you can easily control the flow and quality of content, meta tags, meta descriptions and technical issues related to the website.Moreover the issues related to on page SEO are under your control, so you can easily rectify them to improve your rankings on the search engines.

In general there are many SEO factors to be considered for doing on page SEO and ultimately they will help to get rank higher on the SERPs.

Some of the most prominent on page SEO factors includes:

• SEO page title: Your title will specify and tell more to the search engines and users of the content. So it should be structured properly. It tells you're entire description of your post in a single line. Incorporating title tags with SEO keywords will help you to boost the ranking on the search engines.
• SEO Meta-Description Tag: Meta description acts as an important element i.e snippet of you're page that appear below the URL of you're page.This meta description should contain the most engaging keywords, relevant content to the users and search engines so that your page can have many click by the users.
• Place the keywords in H1 heading: For your content to get higher ranking on the search engines place SEO keywords in your H1 headings.
  Make sure to use a canonical tag when you are using two URLs with similar content.
• At present most users are searching for long contents with detailed explanations about the topics. So elaborate and prepare the lengthy topics.
• Images  in the content to be optimized,so you need to set alt attribute before uploading along with description as well.And also dont save the images with image1.jpg , save them using their descriptive names so that they will be shown in the search engines easily.
• Always and all times search engines look for the fresh and updated content, so replace your old content with new updated content regularly.
• Internal link building among the pages of the website helps to get more exposure to the traffic. However, you can also use the outbound links but in a limited way, try to use only trusted outbound links from Google.
• Make sure to include the keywords in your URL, as it helps the search engines to recognise easily.
• Sitemap plays an important part in the seo and helps search engines in indexing of all your pages of the site.
• Create the content in an more attractive, readable and organized form by using proper titles, highlighting the important points, using bold, italics, avoiding large paragraphs, making spacing between the paragraph to paragraph, and make your content  more appealing by using the CSS styles.
• Optimizing an URL can be performed in two different ways one is URL optimization and URL structure. The url of the page is called a sslud and it is the eprmanaent link. An optimized url should be less than 255 characters and includes -”hyphen” in the words between the URL. Moreover the Optimized url should be descriptive and includes your targeted keywords.
• Internal and external link building helps to make your site more trustworthy and is an important part in SEO.
• Your website should be considered faster by the search engines, if the page loading speed increases when compared with other competitor sites.
• Your website development should be mobile friendly because more than 60% of users are using mobile devices. So if your website is mobile and user friendly, you can attain a decne traffic for your website.

Offpage SEO:

Off-page optimization refers to the techniques that are to be performed outside of the website so as  to improve the rankings of the website on the SERPs. When compared with on-page optimization, it does not directly deal with the content of the website, so off-page optimization is not under the control of the website onwer.

For the website to rank higher off-page optimization is as important as on-page optimization. So you need to apply some off page seo factors to make your website rank higher. The off page seo factors includes link building, link exchange, social media promotion, videos, blogging, press release, directory submission, RSS feeds submission and performing competitor link analysis, etc.

Off-page SEO helps to get more visits, clicks and better social exposure of the website. Off-page SEO is a long term process in attaining the backlinks for the website from the social media and high domain authority sites than yours.

For doing off-page seo for your website, there are 3 links to be done, they are natural, built and created links.

Natural links come to your website naturally, there requires no effort to get those links.if a person has written a content related to your website and mentions your website as a reference it is termed as natural link. Built links are generated with the help of the outreach campaigns. The created links are generated by submitting the content on forums, directories and press releases, etc.

The techniques to be followed for doing off-page optimization for your website are as follows:

• From the SEO point of view quality content always plays a prominent role in the search engines. So creating a quality, relevant content that can be easily accessed by everyone helps in getting natural links for your website.
• Many of the blogs offer guest writers to contribute their ideas for their blogs. Simply select the websites relevant to your niche for doing guest blogging on their websites. Prepare the wonderful content for the other websites because if it does not meet their guidelines, they definitely won't publish the content.
• One of the important aspects of doing off-page SEO is through social media engagement. Just interact with other people, industry experts through different means of social media channels like facebook, twitter, so as to make your website popular and to attain backlinks from them.
• Also you can find some social bookmarking sites where you can easily promote your website for free. You can just create a page of your business or blog post, upload by placing a link of your website. It helps in attaining traffic to your website and also increases domain authority as well.
• You can interact with the outreach influencers for your available content with genuine and relevant links in the content. If they decide to post your content on their websites, you can simply get a backlink for your site.
• You should actively participate in the forums, group discussions that are most relevant and specific especially to your industry.Better build connections with the communities in the forums and use Do-follow forum for best output.
• In order to achieve or build backlinks for your websites, simply upload your content in the blog directory submissions.
• You can also find high PR article directories for submitting your content. Prepare quality and high engaging content and upload in those article directories as well.
• Actively participate in questions and answers sessions that are offered by various websites such as quorara. Include a link to your website to the answers where there is a greater scope and visibility.
• Just find out popular video submission websites and prepare videos related to your website with eye-catching titles, description tags and reference links and submit them.
• Do check for image and infographic submission websites, where you can upload the images, infographics of your website. Prepare the images with labelling parameters such as title, meta description,title tag, alt tag for images, visual representation of the data using charts, graphs etc.
• Web2.0 submission is an off-page seo technique where you need to create sub domains from the higher domain authority websites like medium, blogger, etc.
  In order to attain the best local seo optimized ranking simply go for Google my business.

Tracking the SEO performance of the website:

You have learned about the on and off page seo techniques, after applying those techniques, you need to evaluate and track the performance of your website.

If you measure the performance of your work, when something went wrong you can easily identify and rectify them. First set goals for your business and share them with others to achieve them easily.

When everything has been set, you need to evaluate the business with some metrics like engagement rates, conversion rates, time on page, pages per visit, search traffic, scroll depth, bounce rate keyword rankings, backlinks to reach your end goals.

{ Related Article: Benifits of Digital Marketing }

Here are some  seo metrics you need to measure to reach your set goals on time.They are:

• Engagement Metrics: Just check how people are behaving and respond when they reach your website.
• Conversion rates: conversion rates are the number of conversions divided by the number of unique visits. It helps in knowing the return on investment(ROI).
• Check with how long the people stay on your page.
• Also check how many pages the visors are looking per visit.
• You need to check with the bounce rate i.e many people visit the website but leave without browsing any feature. 
• A perfect metric to measure your audience is the scroll depth feature, how well the users scroll down the pages.
• Search traffic is any important seo metric that measures how much traffic is your website getting. In order to uncover the different patterns of search traffic just use the google analytics feature.Google analytics a free tool to measure your web traffic. You can easily gather the data related to the traffic, and many important things related to the content.
• With the help of google analytics you can easily know the total amount of traffic your website is getting, organic traffic, searhc traffic, paid traffic, sessions per visit, page views, traffic for specific campaigns, click through rate(CTR), etc.
• You can also measure some additional seo metrics such as domain authority, page authority, keywords ranked for, number of backlinks, etc.
• In order to track all the above mentioned features there are several tools in the market such as MOz Pro, Semrush, where you can easily get through your site’s health, site’s position in Search engines, link building metrics etc.

Conclusion:

If you are more serious about improving your website traffic without having any knowledge on SEO. Learning the basics is important in achieving your business goals. Simply go through the topics that stay worthy for your dedication and attention.I recommend this SEO tutorial because we have covered all the concepts detailed that will help you to clarify all your donuts on seo and build a quality website that gains higher ranking in serps. Moreover another added benefit for your website success is that every year Google is coming up with an updated algorithm so as to improve search results.