What is digital marketing?

Before we begin our journey into concepts of digital marketing, we should think about
how we would define digital marketing. The advent of the internet, and the number of
devices and platforms that people use to connect and share content, has given rise to
the digital marketing era. Simply put, this online space is where you will find your
consumers and grow your business.

Digital marketing is the use of new media or digital technology to achieve marketing and
business goals.

If we wish to be more specific, digital marketing can be defined within the parameters of
technologies using digital formats and the internet. This ranges from computers to
mobile technology, and even things like digital billboards. Moreover, digital marketing
encompasses online shared experiences such as social media or digital marketing
software. These, in turn, help marketers create, distribute, and track their campaign on
digital platforms to drive success.

Inbound and outbound

Two of the most important principles in digital marketing are outbound and inbound
marketing.

Outbound

Outbound marketing begins with the brand advertiser pushing out a message to a
specified target audience with the objective being to drive awareness of a product or
service. This is done by rapidly spreading word of the campaign product or service to the
target audience using, for example, visual display banner and video formats multiple
times to ensure people remember the product. This is known as ‘drive product recall,’
and is achieved through audience reach and repetition. It is your more traditional way to
do marketing. Essentially, you have a message, you have an audience, and you are
pushing that message to your audience. Your hope is that the message captures your
audience’s attention. This concept applies to digital marketing as much as traditional
marketing.

Inbound

Inbound marketing is the exact opposite; it’s almost like reverse marketing. Inbound
marketing involves trying to pull your audience towards your content, brand, or service. It
is about attracting those people who are already interested in your product or service so
that they seek you out and engage. With inbound marketing, potential customers find
you through channels such as blogs, search engines, email subscriptions, word of
mouth, and online reviews/recommendations. As a marketer, you are attempting to find
ways to create the conditions where people are drawn to your brand via your content,
with the objective of turning them into a customer.

In today’s business world, inbound marketing is the most important aspect to digital
marketing as it allows you to attract customers who consider your content or service
relevant to them. The strength of inbound marketing is ‘user intent’. What do we mean
by user intent? In essence, it is the audience who have the internal drive to take action
to find your product. This action is based on their own needs, and how and when they
want to proceed with a sale or conversion. Good inbound marketing provides efficient
and effective routes for your audience to come to your brand. It stands apart in its
effectiveness at encouraging audience action – particularly when that audience has a
finite attention span from consuming a limitless amount of content on their devices and
platforms.

Types of media
Digital marketing comprises, among other things, three different media channels: owned,
paid, and earned.

• Owned media is the media that you create and manage.

• Paid media is media or advertising that you have paid for to drive banner and
video visibility, or clicks and traffic, to your product, website, or service.
• Earned media is free publicity generated by consumers, PR, influencers, and
people who speak about and share content related to your brand or product.
Earned media is generated either in response to content you’ve shared, or via
voluntary mentions; in many cases, these people will be your brand advocates
and will actively promote your brand because they like you!

While it is important to consider each media type independently, you must also consider
how they can work together, and harmoniously, to produce an all-encompassing,
successful digital marketing campaign. For instance, you should explore how paid media
will promote your own content, and, in turn, how your own content will help to influence
earned media?

Owned media
To begin, owned media incorporates a company’s own content, packaging, point-of-sale,
and the people who come into contact with consumers. It’s the stuff a brand creates to
promote itself. Owned media promotes your brand in a very personal way by exhibiting
your company’s values and highlighting what the product or company does.

Some key questions you should ask when considering owned media are:

• What am I going to talk about?

• What do I want people to see?

• What type of message do I want to get across to my audience?

Think of owned media as a source for developing your brand personality. For example,
when you post on social media, try to avoid posting something dull and boring. Instead,
aim to post something that is true to your values and what you represent.

Some benefits of owned media include the cost efficiency, flexibility, longevity, and
power of developing a go-to platform for your audience. Owned media is important for
creating trust and legitimacy in the market. It acts as a main platform for communicating
all that the company is, sells, and does.

However, there are challenges to driving audience engagement from owned media, as it
can take some time to build a reputation and trust that guarantees high levels of traffic to
your website, blog, or other digital assets.

Paid media
Our second media type, paid media, comprises any form of media designed to promote
your brand or content on the internet for a fee. Examples of this includes social media
advertising, paid search, display adverts, or paid influencers.

Paid media helps you to scale up your digital marketing campaign and reach more
people than non-paid formats. In tandem with various reporting tools such as Google
Analytics, you will be able to analyze who is seeing your media and how the audience
engages or interacts with your campaigns. This, in turn, enables you to adjust and
optimize your paid media performance. With paid media you can take ad formats and
brand content and show it to people who you believe will find it relevant, useful, or
engaging. Essentially, this means you have control over where, when, and what is seen.
The drawback is that you have to pay for it!

Outbound paid media is useful for building awareness and generating familiarity, as it
provides the basis for audience reach, ad repetition, and defined audience targeting.
Inbound paid media like paid search and types of remarketing are great ways to drive
sales and conversions. However, with the advent of ad blockers, for example, there are
challenges to the efficacy of paid media, particularly with today’s ad saturation and the
ability to skip or report ads.

Earned media
Finally, earned media is the ultimate goal for brands and digital marketers. It is where
you have created a good piece of content, shared it through various platforms –
including paid promotion – and now people are engaging with it and actively sharing it
with their friends because they view it as important, relevant, interesting, or even funny.
Effectively, earned media is about people interacting with your content without you
having to put in the effort to drive traffic. Furthermore, your brand can borrow the
legitimacy of normal people sharing your content, and this builds trust and credibility far
quicker and far more effectively than paid media ever could.

Earned media comprises shares, reviews, mentions, and reposts; anything that allows
your content to appear on people’s social media timelines, for example. That is why
earned media is so valuable. It has already established a level of trust – it comes
personally recommended – and this is something a paid ad cannot do. People will
question the relevance of a paid ad because of its very nature, because of the fact that it
has been paid for.

Some benefits of earned media include the fact that it creates credibility, is organic, and
tends to live on longer than paid or owned media.
However, as this type of media is at the mercy or discretion of internet users, particularly
in an age where content can ‘go viral’, it can become difficult to control the direction your
earned media moves. In worst-case scenarios, viral content adopts unintended negative
meanings. Also, it can be difficult to understand how effective earned media is in driving
action or resonating with your audience. We should always consider if it is bringing
people to your brand or content for the intended reasons you set out.

1.1) What is SEO?

SEO or Search Engine Optimization is defined as the process of
improving (optimising) the visibility of a website/webpage on Search
Engines, such as Google, Bing, etc.
The higher your pages appear in search results, the greater the chance
they are discovered and clicked on. The objective of Search Engine
Optimization (SEO) is to attract website visitors who can turn into
customers, clients, or a loyal audience that consistently returns.
1.2) Why do we need SEO?
We need Search Engine Optimization for the following aspects:
• To improve the quality of our website
• To increase web traffic
• To increase visibility
• To enhance user experience
• To gain a competitive advantage
• For analysis and monitoring of the website
Suppose you have a website, that deals with either of the following:
• Products you sell.
• Services you provide.
• Information on topics in which you have deep expertise and
experience.
Now if you don’t do Search Engine Optimization (SEO), let’s say your
website ranks at rank 45 in the Google Search results, resulting in 100 unit
conversions. Now, on the other hand, the website ranking in the 1st
position on Google Search for the same product has a conversion rate of
10,000. So if you think about it, you are losing around 9,900 potential
customers just because you are not on the 1st position. This is the main
reason why we need SEO.
1.3) Basics of SEO
Some of the basic components of the SEO are as follows:
1. Keyword Research: Identify the most relevant keywords for
your target audience. Use tools like Google Keyword Planner, SE
 Ranking, SEMrush, or Ahrefs to find keywords with a good
balance of search volume and competition.
2. On-Page SEO: Optimize your content and HTML source code for
search engines. Include target keywords in the title tag, meta
description, headers, and throughout the content. Ensure your
website has a clear and organized structure with easy
navigation. Website SEO Checker like SE Ranking can help you
detect areas for improvement and optimize your website
accordingly for better rankings.
3. Quality Content: Create high quality, and relevant content for
your audience. Regularly update your content to keep it fresh
and relevant. Use a variety of content types, such as text,
images, videos, and infographics.
4. Off-Page SEO: Build high quality backlinks from reputable
websites to increase your site’s authority. Engage in social
media to increase your online presence and promote your
content. Encourage social sharing and participation.
5. Technical SEO: Ensure your website is technically perfect and
easily crawlable by search engines. Optimize page speed for
better user experience and search engine ranking. Implement a
mobile-friendly design as it is a crucial ranking factor.
6. User Experience (UX): Provide a smooth user experience on
your website. Improve site navigation and structure to make it
easy for users to find information. Reduce bounce rates by
offering engaging and relevant content.
7. Analytics: Use tools like Google Analytics to monitor your
website’s performance. Keeping track on important indicators
such as organic traffic, conversion rates, and keyword rankings.
Analyze data to make the most appropriate decisions.
1.4) How Does SEO Work?
The most important topic that you need to learn in this SEO Tutorial is
how does this SEO search optimisation works. SEO works by optimizing
various elements of a website to make it more accessible to search
engines, ultimately improving its visibility and ranking in search engine
results pages (SERPs). The goal is to increase organic traffic to the
website.
 1. Search Engine Crawling: Search engines, like Google, use
automated bots (spiders or crawlers) to navigate the web. These
bots follow links from one page to another, discovering and
indexing content on websites.
2. Indexing: Once a page is crawled, its content is analyzed and
stored in the search engine’s index. The index is like a massive
library catalog that the search engine refers to when users enter
a search query.
3. Ranking Algorithms: Search engines use complex algorithms to
determine the relevance and authority of indexed pages for
specific search queries. Algorithms consider numerous factors,
including keyword relevance, content quality, user experience,
backlink profile, and more.
4. Keyword Relevance: Search engines assess how well a page’s
content aligns with user search queries. Keyword optimization
involves strategically using relevant terms in titles, headers,
meta tags, and throughout the content.
5. Content Quality: The quality of content is crucial. Search
engines aim to deliver valuable, informative, and engaging
content to users. Content that satisfies user intent and provides
a comprehensive answer to a query is more likely to rank higher.
6. Backlinks: Backlinks, or inbound links, are links from other
websites to your site. They are a signal of trust and authority.
High-quality, relevant backlinks can positively impact a site’s
ranking.
1.5) How Does Google Makes Money?
Google makes money through various channels, and while search engine
optimization (SEO) itself doesn’t directly contribute to Google’s revenue,
it plays a significant role in Google’s overall business model. Here’s how
Google generates revenue and how SEO indirectly contributes to it:
1. Advertising (Google Ads):
• The primary source of Google’s revenue is advertising,
particularly through its advertising platform known as
Google Ads.
• Businesses pay to display their ads on Google’s search
engine results pages (SERPs) and across its network,
 including websites and apps that are part of the Google
Display Network.
2. Search Engine Advertising:
• Through Google Ads, businesses can bid on keywords
relevant to their products or services. When users
search for those keywords, the ads appear at the top of
the search results.
• The ads are typically labeled as “Ad” and are separate
from the organic search results.
3. Pay-Per-Click:
• Google Ads operates on a pay-per-click (PPC) model,
where advertisers pay only when users click on their
ads.
4. Keyword Data And Analytics:
• Google provides various tools, such as Google
Analytics and Google Search Console, that help
website owners and marketers analyze data related to
website performance, user behavior, and search
queries.
• While these tools are free to use, they indirectly
contribute to Google’s ecosystem by providing valuable
data and insights to website owners, potentially
influencing advertising decisions.
5. Adsense and Admob
• Google AdSense allows website owners to display
Google Ads on their sites and earn revenue when
visitors click on the ads.
• AdMob is a similar platform for mobile apps, enabling
app developers to monetize their apps through in-app
ads.
6. YouTube Advertisements:
• Google owns YouTube, one of the largest video-sharing
platforms.
• Businesses can run ads on YouTube through Google
Ads, generating revenue for Google when users
interact with those ads.
Search engine is a program that searches for the most identical
information or a webpage that matches the user search. SEO revolves
around the concept of optimizing the website in order to be found in
Search Engine Result page
2.1) What are Search Engines and How do they Work?
Search engines are programs that allow users to search and retrieve
information from the vast amount of content available on the internet.
They use algorithms to index and rank web pages based on relevance to
a user’s query, providing a list of results for users to explore. Popular
search engines include Google, Bing, and Yahoo.
2.1.1) Working of Search Engine:

• Crawling: Search engines use automated programs called

crawlers or spiders to navigate the web. These crawlers start by
 visiting a list of known web pages and following links on those
pages to discover new ones. The crawlers download the content
of the web pages they visit and follow the links on those pages,
repeating the process to discover more content.
• Indexing: The information collected by the crawlers is organized
and stored in a large database called an index.
The index includes details about each page, such as keywords,
content, meta tags, and links.
• Processing and Ranking: When a user enters a search query,
the search engine processes the query and retrieves relevant
results from its index. Algorithms are applied to rank these
results based on various factors, including relevance, content
quality, user experience, and the authority of the website.

• Retrieval and Display: The search engine retrieves the most

relevant pages from the index and displays them on the search
results page. The displayed results often include a title, a
snippet (a brief description of the page), and a URL.
• User Interaction and Feedback:: Search engines collect data on
user interactions, such as which results users click on, how long
they stay on a page, and whether they refine their search. This
data helps improve the search engine’s algorithms over time,
making the results more accurate and relevant
The majority of search engines offer advice on how to raise your page
rating, but the precise algorithms are closely guarded and often updated
to prevent abuse.
2.2) Search Engine Result Page (SERPS)
A search engine results page or SERP is a page that shows up when a
user enters a search query. A Search Engine Results Page (SERP)
contains multiple links that are relevant to the user query. It shows paid
searches that appear at the top of the SERP. Google is constantly
improving its algorithm to provide the best results, so it’s necessary to
stay updated with the Google algorithm updates.
• Paid Searches: Paid Searches generally appear at the top of
SERPs. Paid searches are advertisements. Search engines will
show ads close to organic search results. This is the primary
way search engines make a profit.
 • Organic Searches: Organic Searches are the unpaid sections in
the search engine results page (SERP) that are determined
based on the content’s relevance to the keyword query rather
than because of Search Engine Marketing

Do all search engines work on the same principle?

Although the basic principle of operation of most of the search engines is
the same there are minor differences between them which lead to major
changes in their results. For example, for search engines like Yahoo and
Bing, on-page keyword factors are of primary importance, while for
Google, links and hyperlinks are more important.
Also, for Google, rankings of a website depend largely on their
primitiveness i.e. how old a website is as compared to Yahoo which gives
less or no preference to the primitiveness of the website and hence to
improve the ranking of a website in different search engine, slightly
different procedure needs to be followed.
There are multiple type of Search Engine Optimizations (SEOs), but here
are some of the major types of SEO:

1. On-Page SEO:On-page SEO refers to the optimization of

individual web pages to improve their ranking in search engine
results pages (SERPs). It is a type of SEO that involves
optimizing various elements of a web page to make it more
relevant and appealing to search engines and users.

2. Off-Page SEO: Off-Page SEO refers to the practise of building

backlinks and managing social media presence.
3. Technical SEO: Technical SEO refers to website and server
optimization that helps the crawler in crawling, indexing and
ranking operations to rank your website better.

4. Local SEO: The goal of local SEO, or local search engine

optimization, is to increase a website’s exposure in local search
results. It is a particular branch of SEO that concentrates on
making a website or online presence more search engine
friendly for local search queries.
5. Mobile SEO: Mobile SEO refers to the practise of optimizing the
website for mobile devices such as Mobile phone and Tablets.
The main aim is to ensure that the website is fully functional and
organised on mobile devices
6. Voice SEO: Voice SEO refers to practise of optimizing the
website to appear in voice search results, this is important as
people usually don’t speak things the way they write them.
7. Image SEO: Image SEO refers to the practise of optimizing the
images to appear in image search results. The main aim is to get
our images crawled and ranked high in search results.
 8. Ecommerce SEO: The technique of increasing an online store’s
exposure and organic ranks in search engines like Google and
Bing is known as e-commerce SEO.

9. International SEO: The practice of optimising your website for

search engines to quickly figure out which countries and which
languages you use for business is known as international search
engine optimisation, or international SEO.
10. Enterprise SEO: The process of raising a major company’s
search engine ranks is known as enterprise SEO. Scaling
content, constant technical SEO management, and automation
are common enterprise-level SEO strategies.
4) Types of Search Engine Optimization (SEO)
Techniques
 Key topics:
• 4.1) Black-Hat SEO
• 4.2) White-Hat SEO
4.1) Black-Hat SEO

Black Hat SEO refers to unethical and manipulative practices used to

deceive search engines and artificially improve a website’s search engine
rankings. These techniques violate search engine guidelines and are
aimed at exploiting weaknesses in algorithms to achieve quick and often
short-term gains. While black hat SEO tactics may lead to rapid
improvements in rankings, they come with significant risks, including
potential penalties, loss of credibility, and long-term damage to a
website’s online presence.
SEO Techniques used by Black Hat SEO :
• Keyword Stuffing: Keyword stuffing is the practice of
embedding your content with unnecessary keywords just to
make the site rank higher on SERPs. However, the page will
rank for those irrelevant keywords, which will be quite annoying
for the users.

• Doorway Pages: These are those unwanted pages that act as

mediators between the actual content and the audience. These
are created to rank highly for specific keywords which has
nothing to do with the users.

• Content Automation: It refers to the process of generating

content without involving humans i.e., with the use of machines.
 The goal behind this is to create content that is more compatible
with the search engine and not focusing on the user’s needs.

• Hidden Texts/Links: These are the deceptive forms of links that

are almost invisible to the users. The web pages having these
hidden links embedded in them looks similar to the normal
pages till then these hidden links are not assessed.
It can be done in the following ways:
o Using the same text color as the background
o Resizing the font size Zero
o Hiding behind the image
o Placing the link on small characters like –
commas, colons, etc.
• Duplicate Content: The duplicity of content is one of the most
used Black Hat SEO techniques. Even Google has updated its
algorithm to analyze if the content on your site is original or
stolen from any other site. Google always prefers the original
content.
• Sneaky Redirects: It is the process of redirecting the users to a
different URL, not the one that they requested. However, there
are good reasons too to redirect the user from one URL to
another but mostly it is used for some malicious activities.
• Cloaking: It involves the practice of showing different content to
users and search engines. For example, you search for the
keyword “mathematics” and visit the related website after
search, and it redirects to you a completely different content.
• Paid Links: Yes, Paid Links also fall under the Black Hat SEO
category as if you are trying to enhance your domain authority
 by selling links, Google will de-index your site. There are many
other Black Hat SEO techniques as well which work against the
guidelines of Google.

4.2) White-Hat SEO

White Hat SEO is an ethical approach to optimizing your website for

search engines. By following established guidelines and best practices, it
aims to improve your site’s search engine rankings while providing a
positive user experience.
SEO Techniques used by White Hat SEO :
• Quality Content: Create high-quality, relevant, and valuable
content for your audience. Regularly update and refresh your
content to ensure it stays current and informative.
• Keyword Optimization: Conduct keyword research to identify
relevant and high-traffic keywords. Naturally incorporate
keywords into your content, titles, headings, and meta tags.
• Title and Meta Description Optimization: Write compelling and
relevant titles and meta descriptions for each page. Ensure that
they accurately reflect the content of the page and entice users
to click.

• Quality Backlinks: Build high-quality, natural backlinks from

authoritative and relevant websites. Focus on earning links
through valuable content rather than engaging in manipulative
link-building practices.
 • User Experience (UX): Create a user-friendly website with a
clear navigation structure. Optimize page loading speed and
ensure that your website is mobile-friendly.
• Mobile Optimization: Optimize your website for mobile devices
to provide a seamless experience for mobile users
• Social Media Presence: Engage with your audience on social
media platforms. Share your content on social media to increase
its visibility and reach.

• Site Structure and Navigation: Ensure that your website has a

logical and organized structure. Use clear and descriptive URLs,
and create a sitemap to help search engines index your content.
• Internal Linking: Use internal links to connect related content
within your website. This helps search engines understand the
structure of your site and improves user navigation.
• Responsive Design: Design your website to be responsive and
adaptable to different screen sizes and devices.

5.1) What are Keywords in SEO?

Keywords play a very important role in SEO, Keywords are basically
those words or phrases that summarize or describe the content of your
webpage. They are the words or Phrases that a person enters into the
search engine to find the content.
5.2) Type of Keyword in SEO
There are majorly four type of Keywords :
• Long- Tail Keyword: Long-tail keywords are specific and longer
search phrases that users enter into search engines when
looking for particular information, products, or services. These
keywords are typically more detailed and niche-focused
compared to shorter, more general keywords.
• Low-competition keywords: Low competition Keywords refers
to keyword to which less no of business and websites are trying
to rank in Search Engine
• Seed Keywords: A seed keyword is a short-tail keyword,
usually with one or two words.

• LSI keywords: These are words and phrases that are related to
your main keyword. They can help search engines understand
your content better and improve your rankings. For example,
some LSI keywords for the keyword “shoes” might be
“sneakers,” “boots,” and “athletic shoes.”
5.3) Type of Searches in SEO
5.3.1) Organic Searches
Organic Searches refers to unpaid listing in Search engine result page
(SERP). These results are based on multiple factors such as keyword
relevance, domain authority, page authority, backlinks.
How Do You Discover Organic Keywords?
You can discover organic keywords in a few different methods. Here are a
few tips:
• Use Google Keyword Planner: Google Keyword Planner is a
free tool that helps you find keywords and get insights into their
search volume and competition. You must have a Google Ads
account in order to utilize Google Keyword Planner.
• Use a keyword research tool: Both free and commercial
keyword research tools are widely available. Some popular
keyword research tools include Semrush, Ahrefs, and Moz
Keyword Explorer.
• Use Google Search Console: A free tool called Google Search
Console offers information on how well your website is doing in
search results. To find out which search terms are bringing
visitors to your website, use Google Search Console.
• Use Google Trends: Google Trends is a public web facility of
Google that analyzes the popularity of top search queries in
Google Search across various regions and languages. The
website uses graphs to compare the search volume of different
queries over time. It will get multiples organic keywords which
are being searched now ,it can write the article related to them
and boost website seo
• Getting keywords from other popular sites: This is a simple
way, like you can simply search on google the your query, and
you will get search results. Its sure that the one appearing 1st in
results will have used best keywords and seo. You can open that
site look at newly posted articles in it and take some good
keywords from there.
5.3.2) Paid Searches
Paid searches are advertisements. Search engines will show ads close to
organic search results. This is the primary way search engines make a
profit. Advertisements are almost consistently shown at the very top of a
search result, or in a left/right sidebar. Paid search works on a pay-per-
click model.
 • Advantages of Paid Searches
o Instant results
o Provides keyword info for SEO
o Impressive Return on Investment (ROI)
o Allures ready-to-buy users
o Some instances of ad campaign data: Keywords,
Time spent on the page,
o Demographics and other information.
• Disadvantages of Paid Searches
o It necessitates ongoing maintenance
o Upfront costs
o Short-term outcomes are provided
o PPC experience and skillset are required.
5.4) What is Keyword Research
Keyword research is the process of identifying the specific words and
phrases that people search for to find information, products, or services
on the internet. Keyword Research is an important step in understanding
what the user is searching.

5.4.1) Why is Keyword Research Important in SEO?

Keyword Research is important in SEO as it helps to target which
keyword suits best according to the user query. This helps in improving
visibility and content relevance for the target audience.
• Improved Visibility: People use specific keywords when
performing online searches. Those terms increase the chance
that your website will appear in search results. Finding the right
terms for your article might be aided by conducting keyword
research.
 • Understand Your Audience: It’s helpful to know what terms
people use to describe what they’re looking for. It’s comparable
to conversing with them in their own tongue.
• Improve Content Relevance: With the right keywords, you can
create content that matches what people are interested in. It’s
like giving them what they want.
• Compete Better: You can see what words others in your field
are using. It’s like knowing what your competitors are talking
about and making sure you’re part of the conversation.
5.5) What is Keyword Optimisation
Keyword optimization (also known as keyword SEO) is defined as the
process of increasing the relevance of a web page’s content to a given
search query (keyword searched by user), strategically selecting and
using specific keywords or phrases within the content to improve a
website’s visibility and ranking on search engine results pages.
5.5.1) Why is Keyword Optimization Important?
Keyword optimization is essential for a variety of reasons in the context
of search engine optimization (SEO). Here are some key reasons why
keyword optimization is important:
• Improved Visibility in Search Engines: For your website to
appear more prominently on search engine results pages
(SERPs), keyword optimization is crucial. Your website is more
likely to score well for particular terms if you target specific
keywords or phrases.
• Relevance to User Queries: Keywords are the language of
search. Your website will be more receptive to the queries and
requirements of users if you incorporate relevant keywords into
your content. By giving your target audience the information
they need, you can better engage with them.
• Targeted Traffic: By using keyword optimization, you may draw
website visitors who are more likely to be interested in the
information, goods, or services you are offering. The likelihood of
reaching people that have a certain goal increases when you
target the proper keywords, which can result in greater
conversion rates.
• Content Strategy: The cornerstones of your content strategy
are keywords. They serve as a blueprint for writing blog entries,
 articles, product descriptions, and other kinds of material. You
may create material that appeals to your audience by using a
well-thought-out content strategy that contains relevant
keywords.
• Competitive Advantage: Effective keyword research and
targeting can provide you a competitive edge. You might outrank
rivals in search results by finding less competitive, high-value
phrases.
5.5.2) Steps for Keyword optimization in SEO
• Keyword Research: Begin by conducting thorough keyword
research to identify the terms and phrases your target audience
is likely to use when searching for content related to your
website.
Use tools like Google Keyword Planner, SEMrush, Ahrefs, or
Ubersuggest to discover relevant keywords and analyze their
search volumes and competition levels.

• Understand User Intent: Consider the intent behind each

keyword. Are users looking for information, products, services,
or specific answers? Align your content with the user’s intent to
provide the most relevant results.
• Long-Tail Keywords: Incorporate long-tail keywords (more
specific, longer phrases) in addition to broad keywords. Long-
tail keywords often have less competition and can attract more
targeted traffic.
• Optimize Page Titles: Include your target keywords naturally in
the page titles. The title tag is a crucial on-page SEO element
and is displayed prominently in search engine results.
• Meta Descriptions: Write compelling and descriptive meta
descriptions that include your target keywords. Although meta
descriptions don’t directly impact rankings, they influence click-
through rates.

• Header Tags (H1, H2, etc.): Organize your content with clear
and relevant header tags. The H1 tag (main heading) is
particularly important and should include your primary keyword.
• Keyword Placement in Content: Integrate your target keywords
naturally throughout the content, paying attention to the
introduction, headings, and body of the text. Avoid keyword
stuffing, as this can lead to a poor user experience and potential
search engine penalties.
• Quality Content: Create high-quality, valuable, and relevant
content around your chosen keywords. Content should satisfy
user intent and provide a positive user experience.
• URL Structure: Use SEO-friendly URLs that include relevant
keywords. Keep them concise, descriptive, and easy to
understand.

• Image Alt Text: Include descriptive alt text for images,

incorporating relevant keywords when appropriate. This not
only helps with SEO but also improves accessibility.
• Internal Linking: Use internal links to connect related content
on your website. This helps search engines understand the
structure of your site and the relationships between different
pages.

• Regular Updates: Periodically review and update your content

to ensure it remains relevant. This can include refreshing
keywords, adding new information, or improving overall quality.
 • Monitor Performance: Use analytics tools like Google Analytics
to monitor the performance of your keywords. Track rankings,
organic traffic, and user engagement to identify areas for
improvement.
5.6) CPC in Search Engine Optimization (SEO)

CPC, or Cost Per Click, is a metric used in online advertising to measure

the financial cost of each click generated by an advertisement. It is a
fundamental aspect of pay-per-click (PPC) campaigns, where advertisers
pay a fee each time a user clicks on their ad. CPC is a versatile metric that
plays a crucial role in assessing the effectiveness of digital advertising
efforts.

5.6.1)How is Cost Per Click (CPC) Calculated?

The formula for calculating CPC is relatively simple:
CPC = Total Cost / Number of Clicks
In short, it is the total cost of the advertising campaign divided by the
number of clicks generated. Let’s break down the components:
1. Total Cost: The total cost includes the amount an advertiser is willing
to pay for each click multiplied by the total number of clicks received. It
also includes any additional fees associated with the advertising
platform.
2. Number of Clicks: This is the total count of clicks generated by the ad
during the specified time during which the ad is running.
5.6.2) Factors Influencing CPC: Several factors can influence the CPC,
including:
1. Bid Amount: Advertisers set bids, indicating the maximum amount
they are willing to pay for a click. Higher bids can result in a higher CPC.
2. Quality Score: Search engines often consider the quality and relevance
of an ad and its landing page. Ads with higher quality scores may achieve
a lower CPC.
3. Ad Rank: Ad position on the search results page is influenced by ad
rank, determined by the bid amount, ad quality, and expected click-
through rate (CTR).
4. Competitive Landscape: The level of competition for specific
keywords or ad placements can impact CPC. More competitive industries
may have higher CPCs.
5. Ad Format: Different ad formats (text ads, display ads, video ads) may
have varying CPCs.
5.7) PPC in Search Engine Optimization (SEO)
PPC stands for pay-per-click. PPC is a form of online marketing where
advertisers pay each time a user clicks on one of their ads. PPC stands for
Pay-Per-Click. PPC is a type of online marketing in which the advertisers
pay
5.8) Search Volume
Search volume is a metrics that indicates how many people are searching
a particular keyword.
5.8.1) Factors influencing search volume of Keywords
Several factors influence search volume for specific keywords.
Understanding these factors can help in selecting the right keywords for
SEO and content strategy. Here are some key factors:
1. Seasonality: Some keywords experience fluctuations in search
volume based on seasons or specific times of the year. For
example, searches for “summer vacation” may peak during the
summer months.
2. Trending Topics: Search volume can be affected by current
events, trends, or popular topics. Keywords related to trending
subjects tend to see a temporary increase in searches.
3. Industry or Niche Trends: Changes in industry trends can
impact search volume. Staying updated on developments within
your industry helps identify relevant keywords.
4. Product Launches: Searches may surge when new products or
services are launched. Companies often optimize content around
these keywords to capitalize on the increased interest.
5. Geographic Location: The location of your target audience can
influence search behavior. Local events or specific needs may
lead to variations in search volume across different regions.
6. Advertising Campaigns: Paid advertising campaigns can impact
search volume. Promotions and advertisements may drive more
people to search for specific terms.
 7. Consumer Behavior Changes: Changes in consumer behavior,
such as the adoption of new technologies or shifts in
preferences, can influence search patterns.
8. Social Media Influence: Popular trends on social media can spill
over into search engines, affecting the search volume of related
keywords.
5.9) Tutorial For Keyword Research
Keyword research tutorial, explore online resources like Moz’s guide or
Google’s Keyword Planner tutorial for effective strategies and
techniques.
5.9.1) How to do keyword Research
• Step 1: Define Your Goals
o Clearly understand the purpose of your website
or content.
o Identify your target audience and what they
might be searching for.
• Step 2: Make a List of Relevant Topics

o Brainstorm broad topics related to your business

or niche.
o Think about what your audience is interested in
or needs information about.
• Step 3: Identify Seed Keywords

o Extract core keywords or phrases related to each

broad topic.
o These are your initial keywords that you’ll
expand upon.
• Step 4: Use Keyword Research Tools
o Utilize keyword research tools like Google
Keyword Planner, SEMrush, or Ubersuggest.
o Enter your seed keywords to get more keyword
ideas and data on search volume.
• Step 5: Analyze Search Volume and Competition

o Evaluate the search volume for each keyword to

understand its popularity.
o Assess the competition level; choose a mix of
high and low competition keywords.
• Step 6: Consider Long-Tail Keywords
 o Long-tail keywords are more specific and less
competitive. Include them in your list.
o Long-tail keywords often reflect more user intent.
• Step 7: Understand User Intent
o Analyze the intent behind the keywords
(informational, navigational, transactional).
o Align your content with the user’s search intent.
• Step 8: Check Trends and Seasonality

o Assess if there are seasonal trends or

fluctuations in search volume.
o Consider the long-term viability of your chosen
keywords.
• Step 9: Prioritize and Group Keywords
o Prioritize keywords based on relevance, search
volume, and competition.
o Group keywords into themes or clusters for
organized content creation.
• Step 10: Use Keywords in Content Creation
o Integrate your selected keywords naturally into
your content, including titles, headings, and body
text.
 o Aim for a balance between SEO optimization and
providing value to your audience.

SEO Tools
Search Engine Optimization (SEO) tools are designed to improve the
ranking of your website in the search engine ranking pages (SERP).
These tools provide valuable SEO insights to your website and help you
identify the best strategies to enhance the website’s ranking. Some
popular SEO tools that you can use for your website are Google
Analytics, SEMrush, Ahref, MOZ, Google Search Console, and SE
Ranking.
Key topics:
• 6.1) Google Analytics
• 6.2) SEMrush
• 6.3) Ahref
• 6.4) MOZ
• 6.5) Google Search Console
6.1) Google Analytics
Google Analytics is the most famous and free SEO tool for analyzing and
tracking your website traffic and it gives you access to a wide range of
data that you can use to improve your SEO
Features of Google Analytics:
• To further segment data and explore, include supplementary
dimensions in your reports.
• You can segment data results using advanced filters so that you
can concentrate on what matters to you.
• Pivot view enables you to quickly generate a pivot table from
the data without exporting it to Excel and Google Sheets.
6.2) SEMrush
SEMrush is the best all-in-one SEO tool you need and it is the most
famous SEO tool in the market. It offers us all the tools that we need to
create high-quality content for our website.
Features of SEMrush:
• Analyzing the competitor keywords and ad budgets
• Find the right keywords for SEO and PPC campaigns
 • Conduct deep link, bulk analysis
• Analyze the media consumption and behavior of your potential
customers
6.3) Ahref
Ahref is a software tool that helps in link building, keyword research,
competitor analysis, rank tracking and site audits.
Features of Ahref:
• Ahrefs helps you find the best words to use on your website so
that people can easily find you on search engines.
• It shows you who is linking to your website, which is like getting
recommendations from others on the internet.
• Ahrefs checks your website for any issues that might affect how
it appears in search results. It’s like a health check for your site.
• It lets you know where your website stands in search results for
specific keywords. It’s like keeping an eye on your position in the
popularity contest of the internet.
6.4) MOZ
Moz is one of the top SaaS SEO tools that professionals use. Moz is a
full-service, all-around powerhouse tool, whether you are looking for
keyword suggestions or want to crawl the website.
Features of MOZ:
• It helps to track search engine ranking for specific keywords over
time.
• It checks the website for technical SEO problems including
duplicate content, broken links, and slow page loads.
• It provides details on the quantity and quality of backlinks or
links from other websites to the website of the user.
• It identifies the keywords that will rank the website in search
engine results.
6.5) Google Search Console
Google Search Console is a tools used to check indexing status, search
queries, crawling errors and optimize visibility of their websites
Features of Google Search Console:
• Shows how often your site appears in Google search results and
which queries lead people to your site. It’s like seeing how
popular your website is.
 • Lets you check how a specific page on your website appears in
Google’s search results. It’s like looking at how your page shows
up when someone searches for it.
• Allows you to submit a sitemap of your website to Google. A
sitemap is like a map that helps Google find and understand all
the pages on your site.
• Highlights any issues Google has in crawling and indexing your
site. It’s like finding and fixing problems that might stop Google
from showing your pages.
• Checks if your website is mobile-friendly. It’s like making sure
your site looks good and works well on phones and tablets.

How to Optimize SEO | On-Page Search Engine

Optimization (SEO)
Key topics:
• 7.1) Content Audit in SEO
• 7.2) E-E-A-T
o 7.2.1) Components of E-E-A-T
• 7.3) What are Title & Meta Tags
o 7.3.1) Why Are Meta Tags Important for SEO?
o 7.3.2) Types of Meta Tags
• 7.4) What is Header Tag?
• 7.5) What is Keyword Cannibalization?
o 7.5.1) Steps to Avoid Keyword Cannibalization

7.1) Content Audit in SEO

A content audit in SEO involves a comprehensive analysis and evaluation
of all the content on a website. The purpose of a content audit is to
assess the quality, relevance, and performance of existing content to
identify opportunities for improvement. It is a strategic process that helps
website owners and marketers make informed decisions about content
creation, optimization, and overall content strategy.
Here are the key steps involved in a content audit:
1. Compile a Content Inventory: Create a list or spreadsheet that
includes all the pages, blog posts, articles, and other content on your
website. Include details such as URLs, page titles, and publication dates.
2. Review Content Quality: Assess the quality of each piece of content.
Look for well-written, informative, and engaging material. Identify
outdated or low-quality content that may need improvement or removal.
3. Evaluate Relevance: Check the relevance of each piece of content to
your target audience and business goals. Ensure that the information is
current and aligns with your overall messaging and objectives.
4. Check for SEO Elements: Examine on-page SEO elements such as
meta titles, meta descriptions, header tags, and keyword usage. Optimize
or update these elements to align with current SEO best practices.
5. Assess User Engagement: Use analytics data to evaluate the
performance of each piece of content. Look at metrics such as pageviews,
bounce rates, and time on page to gauge user engagement. Identify high-
performing and underperforming content.
6. Identify Duplicate Content: Search for duplicate content within your
website. Duplicate content can confuse search engines and dilute the
effectiveness of your SEO efforts. Address duplication issues by
consolidating, redirecting, or rewriting content as needed.
7. Check for Broken Links: Identify and fix any broken links within your
content. Broken links can negatively impact user experience and SEO.
8. Content Gap Analysis: Identify topics or keywords that are relevant to
your business but not covered in your existing content. This helps you
identify opportunities for creating new content to fill gaps.
9. Update Outdated Information: Review content for accuracy and
relevance, particularly in rapidly changing industries. Update information
to ensure that it remains current and valuable to users.
10. Content Consolidation or Deletion: Consider consolidating similar
content to create more comprehensive and authoritative pieces. Delete or
redirect outdated or redundant content that no longer serves a purpose.
11. Create an Action Plan: Based on your audit findings, create a
detailed action plan outlining necessary updates, improvements, and new
content-creation initiatives. Prioritize tasks based on importance and
impact.
7.2) E-E-A-T
E-E-A-T is a short form that Google uses for Four factors to determine
the quality of a page: Experience, Expertise, Authority, and
Trustworthiness (E-E-A-T). The Quality Raters’ Guidelines the manual
that human raters use to assess the caliber of search results often
mentions these and other factors.

7.2.1) Components of E-E-A-T

Google utilises a set of criteria known as E-E-A-T, or Expertise,
Authoritativeness, and Trustworthiness, to evaluate the grade and
reliability of online information. Here’s a more thorough breakdown of
every element:
• Experience: An essential element of the E-E-A-T assessment is
experience. It emphasises the experience of the organisation or
content creator. Raters look at the creators’ expertise,
knowledge, and proficiency with regard to the particular field or
subject matter they are addressing. Content should be created
by people or organisations with the required experience if it is to
be trustworthy, thorough, and credible.
• Expertise: The degree of knowledge and proficiency that author
or content producer has in a specific field or subject matter is
referred to as expertise. For content to be accurate, thorough,
and credible, it should be produced by people or organisations
with the necessary experience.
• Authoritativeness: The degree to which a content source is
regarded as authoritative or influential is related to its authority.
It takes into account things like the author’s or website’s
reputation and their status in the industry. Users and search
engines alike are more likely to trust authoritative sources.
• Trustworthiness: The content’s and its source’s reliability and
honesty are what make anything trustworthy. Transparency,
factual accuracy, and the absence of false or misleading
information are all requirements for content. Reputable sources
are essential for establishing credibility and winning over users.
7.3) What are Title & Meta Tags
Meta tags are like little information cards for your website that you share
with search engines and visitors. They’re pieces of code tucked in the
“<head>” section of your webpage’s HTML.
The <title> tag is used to provide the meta title which if generally the
headline of your web page in search results. It is one of the most
important factors that search engines consider when ranking your pages.
Your title tag should be clear, concise, and relevant to the content of your
page.
7.3.1) Why Are Meta Tags Important for SEO?
Meta tags are vital for SEO because they provide essential information to
search engines and users. Well-optimized meta tags boost visibility, user
engagement, and search rankings.
1. Helping Search Engines: Search engines like Google are like
librarians for the internet. They use meta tags to figure out what
your webpages are about. This helps them show your site to
people who are searching for topics related to your content.
2. Attracting Visitors: Meta tags make your website look more
appealing in search results. The title tag is like a book’s title, and
the meta description is like a teaser on the back cover. When
they’re well-written, they grab people’s attention and make
them more likely to click on your site.
3. Clear Communication: Meta tags ensure that both search
engines and visitors understand what your webpage offers.
When everyone knows what to expect, it creates a better
experience for everyone.
7.3.2) Types of Meta Tags
• Meta Title Tag: A Meta Title Tag is like a webpage’s name,
telling what it’s about.

• Meta Description Tag: A Meta Description Tag is a short

summary that describes a webpage.
• Meta Keyword Tag: A Meta Keyword Tag is words showing
what a webpage is about.
• Meta Charset Tag: A Meta Charset Tag defines the text
encoding for a webpage.
• Meta Viewport Tag: A Meta Viewport Tag controls a webpage’s
display on different devices.
• Meta Robots Tag: A Meta Robots Tag guides search engines on
how to treat content.
7.4) What is Header Tag?
Header tags are used to differentiate the headings (h1) and sub-
headings (h2-h6) of a page.The most important heading tag is the h1 tag
and least important is the h6 tag.
7.5) What is Keyword Cannibalization?

Keyword Cannibalization occurs when multiple pages on the same

website compete for the same keyword. This can confuse search engines
and lead to lower rankings. It’s important to have a clear keyword
strategy to avoid this issue. The challenge is to identify and resolve
instances of keyword cannibalization to ensure optimal ranking.
7.5.1) Steps to Avoid Keyword Cannibalization:
• Keyword Mapping: Create a keyword map to ensure each page
targets unique keywords.
• Content Audit: Review existing content for overlapping
keywords and consolidate or redirect as necessary.
• Consolidation: Combine related content into comprehensive, in-
depth articles.
• 301 Redirects: Implement redirects from cannibalized pages to
the preferred, authoritative page.
• Keyword Research: Use keyword research to identify less
competitive, relevant keywords.
• Regular Audits: Periodically review content to spot and address
keyword conflicts.
• Internal Linking: Strategically link related content to guide
search engines and users.
How to Optimize SEO | Off-Page Search Engine
Optimization (SEO)
 Key topics:
• 8.1) Backlinks
• 8.2) Competition Analysis
• 8.3) Social SEO
o 8.3.1) Importance of Social SEO
• 8.4) Content Marketing
o 8.4.1) Why content marketing is important
• 8.5) Domain & Page Authority
8.1) Backlinks
A backlink is a link on a website that connects back to a particular
website. From a client’s point of view, backlinks give an approach to
individuals to discover different sources of information on equivalent or
related topics.

8.2) Competition Analysis

Competitive analysis is a comprehensive examination of your
competitors, including their strategies, strengths, and weaknesses. It
involves evaluating their online presence, content strategies, keyword
targeting, and more. By conducting competitive analysis, you gain
valuable insights into your industry and target audience.
8.3) Social SEO
Social SEO refers to practise that involves optimizing social media
profiles and posts to get better ranking and visibility in search engine
result page (SERP).
8.3.1) Importance of Social SEO
1. Increased Visibility: Social SEO enhances a website’s visibility
on search engine results pages (SERPs) by incorporating social
media signals.
2. Social Signals Impact Rankings: Search engines consider social
signals (likes, shares, comments) as indicators of content quality,
influencing search rankings.
3. Brand Awareness: Active social media presence builds brand
awareness, attracting more users and potential customers to
your site.
4. Humanizes Brands: Social media engagement humanizes
brands, making them more relatable and trustworthy, which can
positively impact SEO.
5. Content Distribution: Social platforms provide additional
channels for content distribution, reaching a broader audience
and potentially improving SEO.
8.4) Content Marketing
Content Marketing is a marketing strategy that involves creating and
sharing relevant content to attract and retain audience.
8.4.1) Why content marketing is important
1. Audience Connection: Content marketing helps build a
connection with your audience by providing valuable and
relevant information that addresses their needs and interests.
2. Brand Awareness: It increases brand awareness by showcasing
your expertise and establishing your brand as a reliable source
of information.
3. SEO Boost: Quality content improves search engine rankings,
making it easier for people to find your website when searching
for relevant topics.
4. Lead Generation: By offering valuable content, you can capture
leads and nurture potential customers through the sales funnel.
8.5) Domain & Page Authority
Domain Authority (DA) and Page Authority (PA) are two important
concepts in SEO (Search Engine Optimization) that help assess the
strength and relevance of websites and individual web pages.

Difference Between Domain Authority and Page Authority:

Domain Authority
Aspect (DA) Page Authority (PA)

Page Authority,
Domain Authority
however, looks at how
measures how much
much trust one specific
people trust the whole
page on that website
website. It gives you
has. It focuses on the
an idea of how reliable
trustworthiness of a
the entire site is.
Definition single page.

DA applies to the
On the other hand, PA
entire website,
only cares about one
considering all the
page – like one article or
pages and stuff on that
one part of the website.
Scope website.
 Domain Authority
Aspect (DA) Page Authority (PA)

DA is figured out by
search engines or SEO PA is also calculated by
tools, like Moz. They search engines or tools
look at things like how like Moz, but it’s all
many links point to the about the links to that
whole website, how one page and how good
old the website is, and the content on that
how good the content page is.
Calculation method is.

Both DA and PA Just like DA, PA gets a

scores go from 0 to score from 0 to 100.
100. Higher scores for When PA has a higher
either one mean that score, it means that
it’s more trustworthy specific page is more
Range and reliable. trustworthy.

On the other hand, PA

is influenced by things
DA is affected by
like how many good
things like the links
links point to that
that point to the whole
particular page, how
website, how old the
good the content is on
website is, and how
that page, and how
good the content is all
much people talk about
over the site.
that content on social
Influencing factors media.

DA is usually used to PA helps you

figure out how reliable understand how reliable
Purpose
the entire website is. one specific page is and
 Domain Authority
Aspect (DA) Page Authority (PA)

This affects how well how likely it is to show

the website shows up up at the top of search
in search results. results for certain
words.

PA is more for checking

People use DA to see
and improving a single
which websites are
page on your website,
trusted in their field
making sure it’s strong
and to figure out
and has a good chance
where to get good
of being seen on search
links.
Applications engines.

DA can change over PA can also change,

time as the website especially when the
gets more links and specific page gets new
better content. For good links or when the
example, if a website content on that page is
gets a lot of good links updated. However,
and publishes great these changes mainly
content, its DA can go affect that particular
Dynamics up. page.

Let’s say there’s a On the other hand, if

website with a high there’s one blog post
Domain Authority (like with a high Page
80/100). That means Authority (maybe
the whole website is 70/100), it’s more likely
trusted and is to show up near the top
considered a reliable in search results for
Example
source in its field, certain words, even if
 Domain Authority
Aspect (DA) Page Authority (PA)

which helps it show up the overall Domain

better in search Authority of the website
results. is not as high.

9) Technical SEO