ARENA ANIMATION

UDAIPUR

ASSIGNMENT SUBMISSION

SUBJECT: - DIGITAL MARKETING

SUBMITTED BY: SUBMITTED TO:

KRITI JAIN PRIYANKA MA’AM
 INDEX

DIGITAL MARKETING 3
SEARCH ENGINE OPTIMIZATION (SEO) 4
TYPES OF SEO 5
CHANNELS OF SEO 6
ON PAGE SEO TECHNIQUES 7
WHATS IS DOMAIN 9
WHAT IS WWW 10
 DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies, mainly
on the Internet, but also including mobile phones, display advertising, and any
other digital medium.

Digital marketing channels are systems based on the internet that can create, accelerate, and
transmit product value from producer to the terminal consumer by digital networks.

Types of digital marketing

1. Content Marketing
2. Search Engine Optimization (SEO)
3. Search Engine Marketing (SEM)
4. Social Media Marketing (SMM)
5. Pay-Per-Click Advertising (PPC)
6. Affiliate Marketing
7. Email Marketing
 SEARCH ENGINE OPTIMIZATION (SEO)

SEO stands for “search engine optimization.” It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural” search results on search engines.

It is the practice of increasing the quantity and quality of traffic to your website through
organic search engine results.

To understand the true meaning of SEO, let's break that definition down and look at the parts
:

 Quality of traffic. You can attract all the visitors in the world, but if they're coming to
your site because Google tells them you're a resource for Apple computers when really
you're a farmer selling apples, that is not quality traffic. Instead you want to attract
visitors who are genuinely interested in products that you offer.

 Quantity of traffic. Once you have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.

 Organic results. Ads make up a significant portion of many SERPs. Organic traffic is
any traffic that you don't have to pay for.
 TYPES OF SEO

There are two types of SEO:-

1. White hat: - White hat SEO practices strictly adhere to search engine guidelines. As
such, they are less likely to be negatively impacted by search engine algorithm updates
that occur 500-600 times a year. Results take longer because you do not employ cheats
and shortcuts.

2. Black hat: - Black hat SEO employs practices that do NOT adhere to search engine
guidelines and therefore carries the risk that your website and/or content will be
demoted or banned from search results. Future algorithm updates have the potential to
negate or destroy any short-term advantage you may have gained by employing black
hat practices but you tend to rise faster because you are less constrained by the “rules”.
 CHANNELS OF SEO

There are various types of SEO techniques adopted by marketers all over the world as an
attempt to mark their online presence. However, the major types of SEO that can be used to
classify the SEO practices undertaken by the marketers include On- page and Off- page SEO.

On-page SEO: - Focuses on your website and content. Its aim is to ensure search engines
and searchers can easily find, use, and understand your content. On-page SEO primarily helps
Google and visitors decide whether your content is relevant and potentially helpful. Examples
include title tags, Meta tags, Meta descriptions, headings, paragraphs, images, URLs, and
internal as well as outgoing links.

Off-page SEO: - Centers on external ranking signals like backlinks and online (unlinked)
mentions of your business and/or website. Assuming your content is relevant to a search
query, off-page SEO mostly helps Google decide where to position it in search results.
Examples include an incoming hyperlink from an external website or an unlinked mention of
your company or website on social media, a website forum, a question and answer site, an
online directory, or any other external website.
 ON PAGE SEO TECHNIQUES

1. Page Titles: - Your page titles are one of the most important SEO factors on your
site. Each of your pages & posts should have its own unique title, which includes the
main keywords for that page.

2. Meta Descriptions: - Many people forget to include meta descriptions for their
pages. These descriptions are an important place to include relevant keywords for your
content, as these are used within the search results when your page is listed.

3. Meta Tags: - For each of your pages, you can include a set of keywords in the form
of Meta tags. These should be all the relevant keywords of your content, which you will
have researched previously.

4. URL Structure: - Including search engine friendly URLs for each of your pages is
highly recommended, as these bring better crawling. Shorter URLs seem to perform
better in search engine results; however that is not the only factor.
5. Body Tags (H1, H2, H3, H4, etc.) :- When writing your articles, you should
break up your content into smaller sections & paragraphs to make it easier for people to
read. These sections can be given heading, which is where H1, H2, H3, H4, etc. tags are
used.

6. Keyword Density: - Including relevant keywords throughout your content is very

important, as it helps search engines work out what your content is about. However, try
not to excessively repeat and overuse keywords just for search engine robots. This can
lead to your site being banned from search engines.

7. Image SEO: - Using images within your content is a great way to make your site more
visually appealing and break up boring chunks of text. You can utilize these images to
help improve your site SEO.

8. Internal Linking: - People often think that the only links that count are those from
other websites. While these links are important, these are not the only important links!
Placing links to your other website pages, is a great way of improving your site and used
properly, internal links can be a useful weapon in your SEO arsenal. Not only does it
make it much easier for your visitors to navigate around your site and find all of your
content, but it also ensures that your site gets properly crawled allowing the search
engines to find all of your pages
 OFF PAGE SEO TECHNIQUES

1. Social Networking Sites: - Social Networking is bigger than ever these days!
Sometimes known as “Online Reputation Management”, getting involved with social
media sites is the fundamental step with which you begin to advertise market and build
your online reputation within your niche.

2. Blogging: - Blogging is one of the best ways to promote your website online! By
writing a blog for your website, you give a reason for visitors to keep returning to your
site and keep up to date with your latest posts. It also helps search engines
to crawl your site more frequently, as they have to update your latest blog post entries,
which ultimately helps you rank higher in search engine results pages (SERPs).
3. Blog Marketing: - Post comments on other blogs within the same niche as yours,
which allow you to add a link in the comments section. These links can then be
crawled by search engines, helping to point them towards your site. These blogs are
commonly referred to as “Do-Follow” Blogs (Just like ours, where you can comment
below.

4. Forum Marketing: - Find forums online that are related to your sites niche and
get involved within that community. Reply to threads, answer peoples questions, offer
advice, etc. This all helps to build up your reputation as someone who is an expert
within that niche. Try to use “Do-Follow” Forums so that you can include a link to
your site within your signature, which helps search engines crawl your site.

5. Search Engine Submission: - Search engines will eventually find your site
online, but that can take a while. To speed everything up, you should submit your
website to the most popular search engines like Google, Yahoo, Bing, etc.

6. Directory Submission: - Many people may say that directory submission is

dead! I believe that it isn’t as you are increasing the likely hood of people seeing your
website. It is purely based on how effectively we are selecting those directories and
how efficiently we are choosing the category for submission. You could submit to
general directories, but for maximum effect, you are better off submitting to niche
directories. Of course, I agree that it gives quite delayed results, but it is worth doing
it.

7. Social Bookmarking: - Social Bookmarking is another great way of promoting

your website. Submit your latest blog posts and pages to the most popular
bookmarking sites, like Stumble Upon, Dig, Delicious, Reedit, etc. Search engines
really like these types of sites because the content on these sites is updated very
frequently.
8. Link Baiting: - Link baiting is another popular way of promoting your site. If
you produce a really popular unique post for your site, then other people may want to
link to it. Perhaps you have copied/published another website’s content on your site,
don’t forget to place their website link as a reference. Do it for others and, if your
content is trustworthy, let others do it for you. This is another way to increase your link
popularity.

9. Photo Sharing: - If you have used any of your own photos or images on your
site, then you can share then on many of the major photo sharing websites like Flickr,
Picasa, Photo Bucket, etc. Other people will be able to see them and comment on them,
hopefully following a link to your site.

10. Video Marketing :- Just like photo sharing, if you have any videos that you
have used on your site, then you can submit them to sites like; YouTube, Video, etc.
allowing people to find your content in other ways.

11. Business Reviews: - Write reviews about others businesses or ask your
friends/clients to write a review of your business in major business review sites like
RateitAll, Shoving, Caboodle, Style feeder, etc.

12. Local Listings: - Depending on your site’s niche, you might find that listing in
local directories may be useful. You may have a website promoting your local
business, therefore instead of going global and facing huge competition, listing your
website locally, so that search engines can easily view your website and fetch the
content, will be much better. This will help you to reach a targeted audience. Submit
your website to sites like; Google Local, Maps, Yahoo Local, Yellow Pages, etc.
 WHAT IS DOMAIN?

While the term "domain" is often used synonymously with "domain name," it also has a
definition specific to local networks.

A domain contains a group of computers that can be accessed and administered with a
common set of rules. For example, a company may require all local computers to be
networked within the same domain so that each computer can be seen from other computers
within the domain or located from a central server. Setting up a domain may also block
outside traffic from accessing computers within the network, which adds an extra level of
security.

While domains can be setup using a variety of networking software, including applications
from Novell and Oracle, Windows users are most likely familiar with Windows Network
Domains. This networking option is built into Windows and allows users to create or join a
domain. The domain may or may not be password-protected. Once connected to the domain,
a user may view other computers within the domain and can browse the shared files and
folders available on the connected systems.
 WHAT IS WWW?

The World Wide Web (WWW), commonly known as the Web, is an information
system where documents and other web resources are identified by Uniform Resource
Locators (URLs, such as https://www.example.com/), which may be interlinked by hypertext,
and are accessible over the Internet.[1] The resources of the WWW may be accessed by users
by a software application called a web browser.

FEATURE OF WWW

1. The amount of information available on the Internet has become so large that it is difficult
to search for specific information. The World Wide Web (WWW) makes retrieval easy
and quick.

2. The WWW is a search tool that helps you find and retrieve information from a Web site
using links to other sites and documents. The WWW was built on the technology called
Hypertext. This technology increases accessibility to linked documents on the Internet
and Helps user to navigate between documents very easily.

3. Hypertext is identified by underlined text and a different color usually. Some places will
refer to this types of technique as Jump-Off Points. Hypertext can make links within the
same document or to other documents.

4. Each time you access a new document by choosing a link, there is a connection made
with the web server that the document is on. Once the appropriate document is retrieved
the connection is broken. There is no point in maintaining the link while you are viewing
it. This is one reason why the WWW is so efficient.
5. WWW lets you search, traverse, and use many types of information at numerous sites and
in multiple forms. This interface is called a browser. Some people refer to a browser as a
'web browser' often these terms are used interchangeably.

6. The WWW is intended to help people share information resources, and services with the
widest possible community of users. Thus a user can access the WWW on Apple, UNIX,
Macintosh, DOS, Windows, and other operating systems.

7. Just like the Internet, the WWW has a protocol, which is known as Hypertext Transfer
Protocol (HTTP). HTTP acts as an interface between a Web Client Software, such
Netscape Navigator.

8. A major advantage of the WWW is that it also supports TCP/IP services, such as Gopher,
FTP, and Archie in addition to HTTP.