Digital Marketing Overview:

Introduction:
Digital Marketing is a way of marketing in which we use the internet to
promote a product or service.
It is also known as Online marketing and Internet marketing.

Benefits Of Digital Marketing

● Cost Effective
● Reach more people
● Easy and flexible
● Simple to measure
● Real-time results
● Greater engagement

Components of Digital Marketing

● Search Engine Optimization

● Search Engine Marketing
● Display & Video Advertisement
● Social Media Optimization
● Social Media Marketing
● Affiliate Marketing
● Email Marketing

Search Engine Optimization

● SEO stands for Search Engine Optimization

● It’s the practice of optimizing websites to make them reach a high
position in Google’s – or other search engines
 ● SEO focuses on rankings in the organic (non-paid) search results.

SEO Techniques

On Page Optimization: It refers to all measures that can be taken directly

within the website in order to improve its position in the search rankings.

Off-Page Optimization: It refers to all the measures that can be taken

outside of the actual website in order to improve its position in search
rankings.

Search Engine Marketing:

● SEM stands for ‘search engine marketing
● SEM (Search Engine Marketing) is the process of gaining website
traffic by purchasing ads on search engines.
● Basically it is paid marketing.

Display & Video Advertising:

Display & Video Advertising lets you place ads across a vast variety of the
Internet to connect with potential customers. Display covers it all, sites both
large and small. Display accepts all types of ads – text, image, interactive
and video ads. Once you create your ads you can choose from many
options to best place those ads on websites that are relevant to your
business goals.

Social Media Optimization

Social Media Optimization (SMO) is the process of increasing the
awareness of a product, brand or event by using a number of social media
outlets and communities to generate viral publicity.
● Facebook
● Twitter
● Linkedin
● Instagram
 ● Youtube
● Pinterest

SMO Includes:

● Optimizing the social pages.

● Creating shareable content regularly.
● Adding social widgets.
● Installing social sharing buttons.

Social Media Marketing

Social Media Marketing (SMM) is a form of digital marketing that utilizes
social networking websites as a marketing tool. There is a need to produce
content that users will share with their social network to help a company
increase brand awareness and reach maximum customers.

SMM Includes:

● Social media strategy.

● Engaging with the audience.
● Competition analysis.
● Social media strategy.
● Engaging with the audience.
● Competition analysis.

Remarketing

Remarketing is used to show ads to people who have visited your website
or used your app.You can then show your audiences ads for your business
as they surf across the web.

Affiliate Marketing
 ● Affiliate marketing involves a merchant paying a commission to other
online entities, known as affiliates, for referring new business to the
merchant's website.

● Affiliate marketing is performance-based, which means affiliates only

get paid when their promotional efforts actually result in a transaction.

● Affiliate marketing is the process of earning a commission by

promoting other people's (or company's) products.

Email Marketing

Email marketing is a way to reach consumers directly via electronic mail.

Unlike spam, direct email marketing reaches those interested in business.
 Website Planning And Creations

Domain
A group of computers and devices on a network that is administered as a
unit with common rules and procedures. Within the Internet, domains are
defined by the IP address. All devices sharing a common part of the IP
address are said to be in the same domain.

Hosting
Web hosting is a service that allows organizations and individuals to post a
website or web page onto the Internet. A web host.

Server (Hosting)
Server hosting is an IT service, typically offered by a cloud service provider,
that provides remote access to off-premises virtual or physical servers and
associated resources for a monthly subscription or usage-based price.

● Imp. Requirement : RAM (Speed)

Domain Names = Brand Name

Domain Name: Technogaze.com

Brand Name: Technogaze
Domain Names = Keyword + words
To Specify Your Business = And it attracts traffic
Example:
1. Carwale.com
2. SearchEngineLand.com
Keywords = Domains
1. RealEstateIndia.com
2. Indiaproperty.com

Keywords + Brand Name

1. MajesticSEO.com
2. SEOmoz.com
Keywords + Brand Name
1. Majestic.com
2. Moz.com

Types of Extensions
1. TLD – Top Level Extension
Examples Extensions
● .com
● .org
● .edu
● .gov
● .net

2. Secondary Level Extension

● ccTLD - country code top-level domain
.in
.fr
.co.in
.com.au
● Geographic Top Level Domain
.paris
.asia
.kiwi
.bhopal

Sub Domains
Subdomain is the Child of Main Domain
an internet domain which is part of a primary domain.

● training.technogaze.com ● Store.apple.com

Database

An information storage system that allows access through a website.

To Access A Database, we require:

● Database Name
● User (Username)
● Password

Web Technologies

● HTML
● PHP (Widely Used because it’s open source)
● .NET (licensed from Microsoft)
● Ruby on Rail (costlier)
● Python (very costly)

For an Effective Website

● Content- Informative, find-able, attractive, easily understood

● Domain and Hosting- aligned with business and easy to use
● Site Structure, Architecture, Navigation
● Speed: Good loading page speed
 ● Compatibility- Browser and Device

SERP
The user enters their search query (often using specific terms and phrases
known as keywords), upon which the search engine presents them with a
SERP

Google's Algorithms

It is a complex mechanism used to retrieve information from its search index

and present the information to a given query.

Panda (low-quality sites do not get the importance whereas the high-
quality sites are kept on top in search engines.)

Panda 4.2 Update: July 18, 2015

 ● Thin content: (Little relevant info on the website page.)
● Duplicate content:
● Low-quality content:
● High ad-to-content ratio ( Pages with more ads and less content.)

Penguin (Backlinks / keywords)

Penguin 4.0 Update: September 23, 2016

● Keyword Stuffing
● Linking Schemes

{A backlink is when one website links to another with an anchor text. }

Hummingbird (understand the user’s query Search Engine.)

Hummingbird Update: August 21, 2013

● Query Searched,

Example: Poma Shuze

Fred (Focus on Quality)

Google Link Quality Update – Fred: March 09, 2017

● Spammy
● Fraud

Pigeon (NAP | Local Search )

Google Local Algorithm Expands: December 22, 2014

 N = Name
A = Address
P = Phone Number

RankBrain (Understand the Search Query)

RankBrain Related Search Update (undisclosed): December 10,

2015

● Search query
● Presenting the relevant results.

Mobile: (mobile-friendliness of the site)

Speed Update Release (Mobile): July 9, 2018

● Mobile-friendliness (All Type mobile devices)

● Site Responsive
● The sites to improve the page speed on mobile
● Rank the sites better

TOOLS: Mobile-Friendly Test tool.

 Googlebot

Crawling:
A crawler is a program used by search engines to collect data from the
internet.

1. Desktop:
A desktop crawler that simulates a user on a desktop.

2. Googlebot Smartphone:
A mobile crawler that simulates a user on a mobile device.

Indexing:
Indexing is the process by which Google crawlers store and categorize
information and content they find on websites, ready to be displayed in
SERPs.
 GOOGLE SEARCH CONSOLE (GSC)

Sitemap.xml:
● A sitemap is a file where you provide information about the pages,
videos, and other files on your site
● Google read this file to crawl your site more efficiently.

Tool: XML Sitemaps Generator

Robot.txt
(The file tells search engine crawlers which URLs the crawler can access on your
site)

● Inform the Google Bot which website should be indexed.

● Keep a webpage out of Google, block indexing with No-index
● Password-protect the page.

Tools: Free Robots.txt Generator - SEOptimer

Core Web Vitals

 Tools: GT Metrix

GOOGLE ANALYTIC 4.0

Free Tools By Google That Provide Analyzing Your Website or App Behavior
Benefits of Google Analytics

1. You can now track across both your web and your app.
2. Enhanced measurements based on events.
3. Pathways to Visualize the buyer journey
4. Custom reports have become explores
5. Free Report Exports
6. Strategic review

Mandatory Webpage On Your Website -

Home Page or (Start Page):

It is the main web page of a website,
The home page is located at the root of the website's domain or
subdomain.
About Us:
The way it is expressed often reflects the purpose and personality of
the business, as well as its owners or top employees.

Privacy Policy (PP):

A privacy policy is a statement that describes how a website collects,
uses, and manages the personal data of consumers.

Term and Condition T&C:

A terms and conditions page is a page that outlines the rules and
restrictions for the use of your site. This page acts as a contract
between your site and its users.

Contact Us:
● A Contact Form
● An Email Address (Business)
● A Contact Phone Number,
● A live Chat Option,
● A text number | WhatApp Number | Tech Support URL
● A help center or guides. (URLs)
● Local Companies often include a map (Add Multiple Locations, If
Any)
● A physical address.
● FAQ
 $EARCH ENGINE OPTIMIZATION (SEO)

SEO is the technique of optimizing your website and will reach a high ranking of
searches. It is one of the most preferred methods of Internet/Digital/Online
Marketing.

Formal Definition:

“Search engine optimization is a set of technical and content practices aimed at

aligning a website page with a search engine’s ranking algorithm so it can be
easily found, crawled, indexed, and surfaced in the SERP for relevant queries.”
Benefits of SEO
● Increasing the quality and quantity of website traffic.
● Increasing the visibility of your site
● SEO is an ongoing process.
● More customers:
● Better reputation:
● Higher ROI:

HOW TO DO SEO WITH TECHNICALLY

 ON PAGE SEO

ON PAGE:
“All measures that can be taken directly within the website in order to improve its
position in the search rankings.”

LANDING PAGE

● Where you turn visitors into leads and customers Traffic.

(Web Pages | Squeeze Pages| Lead Capture Page | Single Property Page |
Static page | Destination Page)

Landing Pages vs Home Pages

Landing pages Homepages

Standalone pages focused on Contain general information about your
driving conversions. company.

❖ Type of Landing Page

1. Lead Generation Landing Pages

2. Click-Through Landing Pages
KEYWORDS
“The words and phrases that searchers enter into search engines to
discover content.”
● It is a word that describes the content on your page or post best.

❖ Type of Keywords

➢ Seed Keywords {Short tail keyword}

■ Seed Keywords are words or phrases that you can
use as the starting point in a keyword research
process to unlock more keywords.
(example, “shoes”)

➢ Keywords By Search Intent {Medium tail keyword}

■ Search intent is the reason behind the search query
(Example: who invented the mouse | Facebook login|
Technogaze review | Buy iphone 15)

➢ Long-tail keywords (topical and supporting)

■ Long-tail keywords are search queries that get a small
number of searches per month.
(Example: How to choose the best keywords)
➢ Low-competition keywords
■ Low-hanging keywords are the keywords that are
typically easier to rank for.
(Example: ai enabled smart ac controller)
➢ Niche keywords
■ Niche keywords are clear and specific topics that appeal
to relatively small, often specialized parts of a given
market.
(Black T-shirt for men)
➢ Branded and unbranded keywords
 ■ T-shirt for men
■ myntra shirt for men

OTHER KEYWORDS

➢ Your competitors’ keywords

■ Target the same keywords.
■ Use your competitor’s keywords as seed keywords for
research.

➢ Primary and secondary keywords

■ Primary keyword is the main topic of a page.
■ Secondary keywords are keywords closely related to
the primary keyword that you’re targeting with your
page.

❖ Where to add your keyword

➢ Page title and SEO title
➢ Subheadings
➢ Introduction
➢ Image alt text
➢ Meta description
➢ URL slug

CONTENT
Optimize your content for SEO
META FAMILY
❖ Meta Title:
This is the page title that Google and most other search engines
show in search results.

➔ Best practices
◆ Write a unique title tag for each page;
◆ Be brief, but descriptive;
◆ Avoid generic titles
◆ Use sentence case or title case;
◆ Create something click-worthy—not clickbait;
◆ Match search intent;
◆ Include your target keyword where it makes sense;
◆ Keep it under 60 characters.

➔ Heading
HTML defines six levels of headings.
 The heading elements are H1, H2, H3, H4, H5, and H6

H1 being the highest (or most important) level

H6 the least.

❖ Meta Description
The meta description summarizes the page’s content. Search engines
often use it for the snippet in search results.

➔ Best Practices
◆ Write a unique description for each page;
◆ Try to summarize content accurately;
◆ Avoid generic descriptions;
◆ Use sentence case;
◆ Create something click-worthy, not clickbait;
◆ Match search intent;
◆ Include your target keyword where it makes sense;
◆ Keep it under 160 characters

❖ Meta robots
The meta robots tag tells search engines if and how they should
crawl your web pages.

● Index: index the page;

● Noindex: not to index the page;
● Follow: crawl links on the page
 ● Nofollow: not to crawl links on the page,

➔ Best practices
◆ Use meta robots tags only when you want to restrict
the way Google crawls a page;
◆ Don’t block pages with meta robots tags in robots.txt

❖ Meta Viewport
A meta viewport tag sets the visible area of a web page. It is
used to instruct the browser how to render the page on different
screen sizes (i.e., desktop/tablet/mobile).

➔ Best practices
◆ Use meta viewport tag on all web pages;
◆ Use the “standard” tag

❖ Meta Charset (Please Ignore)

The meta charset tag sets the character encoding for the web page.
In other words, it tells the browser how the text on your web page
should be displayed.

The two most common on the web are

UTF-8 - Character encoding for Unicode;

ISO-8859-1 - Character encoding for the Latin alphabet.

Full List: Character Sets

META KEYWORD IS DEAD

Meta Keywords Tags Are Dead In Terms of SEO Value, no value in terms
of SEO rankings.
Internal Links

An internal link is any link from one page on your website to another page
on your website

Internal links vs. external links

Internal links connect pages and posts on your website,

V/S
external links connect your pages to other websites.

Navigation

Navigation is the process of a user interacting with a website by selecting

links, buttons, and other elements to discover the content on a site

Breadcrumbs

Breadcrumbs are website links that allow users to track where they are on a
website and how far they are from the homepage
Example: t.ly/TXzW

Social Media Buttons

Href Lang

Hreflang is an HTML attribute used to specify the language and

geographical targeting of a webpage.

Multimedia

Videos, infographics, movies, and other presentations like these are all
examples of multimedia.

Pogo Sticking
Pogo sticking is when a searcher clicks on a search result and then goes
back to the SERPs and moves on to the next one.

Pogo-sticking vs. bounce rate

Sitemaps

● A sitemap is a file where you provide information about the pages,

videos, and other files on your site
● Google read this file to crawl your site more efficiently.
Tool: XML Sitemaps Generator

On-Page SEO Checklist:

1. Identify Target Keywords

2. Optimize the Title Tag
3. Write Your Headline in an H1 Tag
4. Write a Meta Description That Boosts Clicks
5. Check the URL Slug for SEO-Friendliness
6. Add Target Keywords to Your Content Body
7. Review Your Content Quality
Quality Indicator:
a. Accuracy
b. Originality
c. Length
d. Readability
e. Formatting
i. Paragraph breaks,
ii. subheadings,
iii. tables,
iv. bullet points,
v. other formatting elements
f. The tone of voice
8. Mark Up Subheadings with Header Tags (H2,H3,H4)
9. Improve Navigation with Internal Links
(https://www.soakandsleep.com/)
10. Add Engaging Visual Content
 11. Apply Schema Markup
(https://developers.google.com/search/docs/appearance/structur
ed-data/search-gallery)
12. Make Sure Your Page Is Indexed (Tech-SEO)
13. Increase Page Speed (Tech- SEO)
14. Make Sure Your Page Is Mobile-Friendly (Tech-SEO)

====X====

OFF PAGE SEO

Off-page SEO refers to SEO tactics applied outside of a website to improve its rankings.

Domain Authority (DA):

Domain Authority (DA) refers to the number of relevant backlinks—links to

your website from other reputable sites”
Moz created the Domain Authority metric

● The relevance of those backlinks also contributes to your score.

● Domain Authority scores range from one to 100.
Page Authority (PA):
Page Authority (PA) is a score that predicts how well a specific page will
rank on search engine result pages (SERP).
Moz created the Domain Authority metric

Backlinks

A backlink is when one website links to another with an anchor text.

Relation Between Backlink and External Link

Anchor text is the clickable text in a hyperlink.
● Anchor text is relevant to the page you're linking to, rather than
generic text.

Types of anchor text

1. Exact-match
2. Partial-match
3. Branded
4. Naked link
5. Generic (“Click here")
6. Images
Natural And Unnatural Backlinks

Natural Backlinks

It is an external link that is placed by one website to another voluntarily because the
content is relevant and useful to the readers.

● Link Requests
● Directories (General directories, Local directories, and Niche
Based Directories.)
● Content Links
● Social Links

Un-Natural Backlinks

Unnatural links are links artificially created to manipulate a website’s ranking

in search engines.

How To Detect Unnatural Links

1. Check the number of links from referring domains
2. Too many links from low-DR websites
3. Check anchor texts
4. Check the overall quality of referring websites/pages

—----------------------------------------Types of
Backlinks-------------------------------

BACKLINK SUBMISSION SITES

Social Bookmarking Tumblr.com, Sitejot.com, Scoop.it, Mix.com, plurk
Business Profile Listing Brownbook.net, ABout.me, Hotfrog.com
 Classified Listing freeadstime.org , giganticlist , wallclassifieds.com
Local Listing Bhopalonline.in , Bhopalonline.org , YellowPages

*PR, Blog & Article Creation Ezine Articles, Sooperarticles, PRSync

Guest Blogs SHoutmeloud.com

QA & Forum Sites Quora & Reddit

Photo/ Video/ PDF Submission (YouTube + LinkedIn + Pintere

PDFSubmission
UGC Backlinks Any type of content created by users of online pla
(User-Generated Content )

Do follow | No-Follow

● Do Follow
A do-follow link is a “link that helps in terms of SEO bypassing
the authority of the origin site to the destination site.”and also
provides Rank on SERP.

● Link Juice
This is slang used to describe and measure how much power a
backlink passes onto another site and therefore strengthens it.

● No Follow
Nofollow is a setting on a web page hyperlink that directs
search engines not to use the link for page ranking
calculations.

Relevance backlink In Off Page SEO

Relevant backlinks are links from websites in the same niche as yours that
point to your website.

● Quality Content
● Proper Content
● Sitespeed

Doorway Pages
A doorway page is a web page created to rank for specific (most often long-
tail) keywords while sending visitors to a different page.

Backlink Audit/Checklist

What Is a Backlink Audit?

A backlink audit is the process of analyzing the quality, quantity, and
relevance of links pointing to your website.

Step 1: Benchmark Your Backlink Profile Against Competitors

● Backlinks, Referring Domains, and Referring IPs:
● Authority Score
● Link Attributes:

● Referring Domains
Step 2: Find and Evaluate Each Backlink You Have
● Overall Toxicity Score
● Analyzed Backlinks
● Referring Domains
● The URLs
● Anchor text
● Authority Score (AS) of the linking domain
● Toxicity Score (TS) of the linking page

Step 3: Decide Whether to Disavow or Remove Bad Links

● Remove
● Disavow
●
Step 4: Reclaim Your Lost Backlinks

Step 5: Find New Opportunities to Build Valuable Links

Suggestion: Build High-Quality Backlinks at Scale

 ====X====

TECHNICAL SEO
Robots.txt Format

A plain text file that follows the Robots Exclusion Standard.

XML Sitemap Format

The Sitemap protocol format consists of XML tags, The file itself must be
UTF-8 encoded
Google Penalties :- Hats SEO Technique

1. White Hat SEO

To any practice that improves your search rankings on a search
engine results page.

Include
● Offering quality content and services
● Fast site loading times and mobile-friendliness
● Using descriptive, keyword-rich meta tags
● Making your site easy to navigate

2. Gray Hat SEO

the combination of SEO methods that go along with Google
Webmaster Guidelines (white hat SEO) and those that violate
them (black hat methods).

Grey hat SEO tactics to avoid

 ● Buying backlinks
● Keyword stuffing
● Negative SEO
● auto-generated content
● Using PBNs (Private Blog Networks)

3. Black Hat SEO

To any practices aimed at increasing a website’s ranking in
search results that violate search engine policies.

● Keyword stuffing
● Cloaking

● Doorway page
● Duplicate content
● Link farm
● Hidden text
● Article spinning
● Spam in blogs
● Misleading redirects

E-E-A-T
 E = Experience
E = Expertise
A = Authoritativeness
T = Trustworthiness

A concept used by human quality raters to evaluate Google’s search

ranking systems.
Experience: Author Must have Experience

Expertise: Author must be Expert on his/field

Authoritativeness: Author: take attention to his field and people

Should believe.
 Trustworthiness: How Much reliable of website

YMYL: Your Money, Your Life — Most Affected website and Less
Affected other websites.

● News and current Events

● Civics Government and law
● Finance
● Shopping
● Healthy and Safety
● Group of People
● Other: Fitness/housing Information/ choosing college/finding a
job

TIPS: Add Author Name On Blogs (Attached all link Related to

Author)

Core Web Vitals

A set of metrics that measure real-world user experience for loading

performance, interactivity, and visual stability of the page
Largest Contentful Paint (LCP):

Measures loading performance. To provide a good user experience,

● LCP should occur within 2.5 seconds of when the page first
starts loading.
First Input Delay (FID):

Measures interactivity. To provide a good user experience

● pages should have a FID of 100 milliseconds or less.

Cumulative Layout Shift (CLS):

Measures visual stability. To provide a good user experience,

● pages should maintain a CLS of 0.1 or less.

First Contentful Paint (FCP)

(FCP) is an important, user-centric metric for measuring perceived load

speed

● sites should strive to have a FCP of 1.8 seconds or less.

Time to First Byte (TTFB)

Metric that measures the time between the request for a resource and when
the first byte of a response begins to arrive.
Interaction to Next Paint (INP) (New 2023) (May be April 2024 replace with
FID)

Measures the responsiveness of a webpage throughout all the interactions

on a page.

● Elements should maintain a 200 milliseconds

Tools: PageSpeed Insights | GTMetrix | Google Search Console

Dead Pages

A Dead-end page is a web page on your site with no outgoing links.

● No header
● No footer links
● No main navigation sections
● No breadcrumbs
● Dead end.

Tools: deadlinkchecker.com

Zombie Pages
Webpages that generate little or no human traffic.
 ● They may be indexed

● Lifeless webpages.

● They may generate bot traffic from search engine crawlers,

● They fail to attract views from real visitors.

Orphan Pages

Orphan pages are website pages that are not linked to from any other page
or section of your site.
HTTP STATUS CODE: Total:599
*200 Ok | Successful (Page will Load | page will See your Traffic)

The HTTP 200 OK success status response code “Indicates that the request
has succeeded”

**301 (Permanent Moved):

“A 301 signals a permanent redirect from one URL to another”

302 (Temporary Redirection)

“a specific URL has been moved temporarily to a new location”

303 Error (See other) (Contact form)

 “Indicates that the server is redirecting the request URL to a different URL”

304 (Not Modified):

“The web page you requested hasn't changed since the last time you
accessed it.”

401 (Unauthorized)

“valid authentication credentials for the requested resource”

***403 (Forbidden) user will not use particular

The server understands the request but can't provide additional access.

404 not Found

Server could not find a client-requested webpage.

410 (Gone)

No longer available at the requested address.

429 (Too Many Request)

The user has sent too many requests in a given amount of time

451 Unavailable for legal Reason

The user requested a resource that is not available due to legal reasons,
500 (Internal Server Error) (Hosting contact)

The server encountered an unexpected condition that prevented it from

fulfilling the request.

501 Server Error or Failure

The server does not support the functionality required to fulfill the request.

503 Service Unavailable

The server is not ready to handle the request.

504 (Bad Gateway)

The server, while acting as a gateway or proxy, did not receive a timely
response from an upstream server it needed to access in order to complete
the request.

What is HTTP Status Code in Hindi | 200, 301, 302, 404, 5XX Explained

Broken Links: a page or resource that does not exist.

A web-page that can't be found or accessed by a user, for various reasons.

Most Error Show: 404 Not Found

Redirects:

Redirects are a way to forward users (and bots) to a URL other than the one
they requested.

● Better user experience for visitors

● Help search engines understand your site

When you have to Redirect

When moving domains

When merging websites
When switching to HTTPS
When running a promotion
When deleting pages
Type of Redirection

1. 301 (Permanent Moved)

2. 302 (Temporary Redirection)
3. 303 Error (See other) (Contact form)
4. 304 ( Not Modified)

X Redirect LoopX
Permalinks

The full URL you see – and use – for any given post, page or other pieces of
content on your site.

Domain Name + Slug

www.technogaze.com + blog/best-digital-marketing-training-institute-in-

bhopal/

Type of Permalinks
 TYES EXAMPLE
Plain: https://sahil.technograde.in/?p=123
Day and name https://sahil.technograde.in/
2023/07/26/sample-post/
Month and name: https://sahil.technograde.in/
2023/07/sample-post/
Numeric https://sahil.technograde.in/
archives/123
Post name https://sahil.technograde.in/sample-
post/
Custom Structure https://sahil.technograde.in
/%postname%/

Customize permalink structure by

selecting available tags

Available tags:
● %year%
● %monthnum%
● %day%
● %hour%
● %minute%
● %second%
● %post_id%
● %postname%
● %category%
● %author%

Canonical URL (2009 Launch)

A canonical URL is the URL of the best representative page from a group of
duplicate pages

BOT CONFUSE

● Hint for Google Bot (Indexing)

● Prefer | Favorite
● Best representative page
● Group of duplicate pages

HTML Attribute: rel=canonical URLs.

Example: <link rel="canonical" href="https://technogaze.com/">

Canonical Issue:

Canonical issues most commonly occur when a website has more than one
URL that displays similar or identical content.

● https://Example.com/page
● http://Example.com/page
● https://www.Example.com/page
● http://www.Example.com/page
● https://www.Example.com/page/ (with Trailing Slashes)

Trailing Slashes

A trailing slash is a forward slash (“/”) placed at the end of a URL such as
domain.com/ or domain.com/page/.
SSL

SSL, or Secure Sockets Layer, is an encryption-based Internet security

protocol.

W3c Validation

W3C validation is the process of checking a website's code to determine if it

follows the formatting standards.
WWW Issue

Using www or a non-www URL won't affect your site's SEO.

Search Operators

Google advanced search operators are special commands and characters

that filter search results.
Search operator What it does Example

Working

“” Search for results that mention a word or phrase. “steve jobs”

OR Search for results related to X or Y. jobs OR gates
| Same as OR: jobs | gates
AND Search for results related to X and Y. jobs AND gates
- Search for results that don’t mention a word or phrase. jobs -apple
* Wildcard matching any word or phrase. steve * apple
() Group multiple searches. (ipad OR iphone) apple
define: Search for the definition of a word or phrase. define:entrepreneur
cache: Find the most recent cache of a webpage. cache:apple.com
filetype: Search for particular types of files (e.g., PDF). apple filetype:pdf
ext: Same as filetype: apple ext:pdf
site: Search for results from a particular website. site:apple.com
related: Search for sites related to a given domain. related:apple.com
intitle: Search for pages with a particular word in the title tag. intitle:apple
allintitle: Search for pages with multiple words in the title tag. allintitle:apple iphone
 inurl: Search for pages with a particular word in the URL. inurl:apple
allinurl: Search for pages with multiple words in the URL. allinurl:apple iphone
intext: Search for pages with a particular word in their content. intext:apple iphone
allintext: Search for pages with multiple words in their content. allintext:apple iphone
weather: Search for the weather in a location. weather:san francisco
stocks: Search for stock information for a ticker. stocks:aapl
map: Force Google to show map results. map:silicon valley
movie: Search for information about a movie. movie:steve jobs
in Convert one unit to another. $329 in GBP
source: Search for results from a particular source in Google News. apple source:the_verge
before: Search for results from before a particular date. apple before:2007-06-29
after: Search for results from after a particular date. apple after:2007-06-29

Unreliable

#..# Search within a range of numbers. iphone case $50..$60

nanchor: Search for pages with backlinks containing specific anchor text. inanchor:apple
allinanchor: Search for pages with backlinks containing multiple words in their anchor text. allinanchor:apple iphone
AROUND(X) Search for pages with two words or phrases within X words of one another. apple AROUND(4) iphone
oc: Find results from a given area. loc:”san francisco” apple

ocation: Find news from a certain location in Google News. location:”san francisco” apple
daterange: Search for results from a particular date range. daterange:11278-13278

Search Operators

Mobile Friendly Issue

It will have a status of Page isn't usable on mobile and all errors will be
shown.
AMP

AMP (previously known as Accelerated Mobile Pages) is an open-source

HTML framework that helps create fast-loading mobile-optimized web
pages.

Local SEO
 Local SEO is the way forward if you want to get more customers to your
local business from organic search.

FunFact
● 30% of all mobile searches are related to location.
● 78% of people who search for something nearby on their phones
visit the business within a day.
● 28% of searches for something nearby result in a purchase.

How does local SEO work?

Local search Results.
1. Map Pack: Google SERP feature that shows the top local
business listings and a map.
2. Blue Link: the “10 blue links” that we’re all familiar with.

TOOL: Google Business Profile (GBP)

Hacked SIte

Tools: https://unmask.sucuri.net/security-report/

Google Ban Check

Tools: Website Penalty Indicator - FE International

RSS (Really Simple Syndication) - API |

========X=======
GSC | URL Issues |
========X=======

Google Analytics (GA)

Analytics helps you get a more complete understanding of how your

customers engage with your business so you can deliver better experiences
and drive results.

Google Analytics Benefits

● Track Online Traffic
● Understand User Behavior
● Data Reports And Customization
● Improve Online Advertising With Marketing Analytics
● Improve Search Engine Optimization And Content Marketing
● Google Analytics Conversion Tracking
● Find Your Target Audience
● Improves Websites

Tools

1. Duplicate Content
2. Plagiarism Detector
3. Siteliner.com
4. SEMrush
5. Ahref
6. Screaming Frog
7. Uber Suggest
8. Moz
9. Structured Data Markup Helper
10. Yoast SEO
200 Ranking Factor

Reporting Time

Paid Marketing
What is PPC?

Its stands for pay-per-click,

An online advertising model where advertisers run ads on a platform such

as Google Ads and pay a fee every time someone clicks on it.

● Businesses use PPC to drive traffic, sales, or inquiries from

their target audience.

Question:
Want to target someone who lives in Landon who is looking to buy a
used Tata Nano?

Pay-Per-Click Advertising Work

A marketing channel covers a number of different ad platforms, the

most common of these being Google Ads and Bing Ads.

Platforms are different ad formats:

● Search Ads
 ● Shopping Ads
● Display Ads
● Video Ads
● Gmail Ads

It is a pretty simple process:

➢ Sign up to an advertising account with the platform.

➢ Create ads (and select the right targeting by adding keywords
or audiences, etc.).
➢ Set the maximum cost you are willing to pay for each click.
➢ Your ad goes into an auction with other advertisers who are
bidding on the same keywords.
➢ The auction determines the order in which the ads are shown.
➢ You pay when someone clicks your ad.

PPC ad auctions

Ad auction takes place that is used to determine factors including:

● An ad account's eligibility to enter the auction.

● The order in which eligible ads will appear in the ad space on
the results pages.
● How much a click will cost each of the advertisers whose ads
are showing.

The first influencer on the auction here is the maximum CPC (cost-
per-click) that an advertiser sets in their ad account either for a
specific keyword or ad group —

Ad Rank has a big impact on the actual cost-per-click (CPC) an advertiser pays
when someone clicks on their ads.
This is the most that they are willing to pay for each click.
The other influencer is the Quality Score (QS),
CTR: Click Through Rate
We will dive deeper into Quality Score shortly.

The position of an ad on the results page is determined by the Ad

Rank, which can be defined in simple terms as:

Ad Rank determines the positions in which ads participating in the auction are
shown. The better the Ad Rank, the higher the position. The best Ad Rank gets
the top ad position.

Ad Rank = Quality Score x Max CPC

Google's actual formula is a little more complex, but to gain a
general understanding, this is a brilliant way to look at it.

https://searchengineland.com/guide/ppc/how-the-ppc-ad-auction-
works

Campaigns

● A campaign contains multiple ad groups.

● Campaigns should be based on how you want to allocate
budget or set goals.

As an example,

Let's say you are a car dealership. You might set up different
campaigns for 'used cars' and 'new cars' so that you can keep
budgets, targeting, and other adjustments separate.

Ad Groups

● Ad groups sit within campaigns and are where both ads and
keywords sit.
● You can include multiple keywords (and match types) within an
ad group.

The number of ad groups that you will have within a campaign really
depends upon your business and the number of keyword groups
that you will be bidding on.

Keywords
When a user runs a search for a query, the keywords used in an ad
account are matched against the query to show ads.

Keyword Match Types

Broad Match:

Where ads are able to show for searches that include misspellings,
synonyms, related searches, and other related variations.

A search for 'women's dress' would trigger an ad for 'ladies dress.'

This gives you the least control over the terms that trigger an ad.

+Broad +Match +Modifier:

This works in a similar way to broad match, but will only trigger for
search terms that include the words with a + sign in front of them.

Ex: ladies Black dress.

“Phrase Match”:

This will show ads for terms that include additional words either
before or after the keyword.

Ex:“Trending Women’s dress for Rakshabandhan”

[Exact Match]:

This will only show for the exact keyword and very close variations.
This gives you the tightest control over the terms that trigger an ad.
 Ex: [women’s Red Satin Dress ]

Negative Keywords:

Negative keywords allow you to prevent an ad from showing for

searches that include terms.

Special symbol Example keyword Ads may show on

searches that contain:
None Women’s hats Close variations of the
keyword, related ●
searches and other ●
relevant variations. The ●
words in the keyword ●
don't have to be
present in a user's
search.
+keyword +women's +hats All the terms ●
designated with a +
sign (or close variations ●
of those terms) in any
order. Close variations ●
include terms with the
same meaning.
Additional words may
appear before, after or
between the terms.
"keyword" "women's hats" Matches of the phrase ●
(or close variations of ●
the phrase) with ●
 additional words before
or after. Close
variations include terms
with the same meaning.
[keyword] [women's hats] Exact matches of the ●
term or close variations ●
of that exact term with ●
the same meaning. ●

Bid Adjustments

You can either increase or decrease the maximum CPC for a

campaign for different devices, times of the day, or specific
audiences.

Location Targeting

You can use location targeting to control who sees your ad.

Ad Schedule

Ad scheduling allows you to adjust bids (or stop bidding all together)
based on the time of the day and create a custom ad schedule to
not waste money on clicks that aren't converting.

Campaign Budget

You can set your campaign's daily budget based on what you want
to spend.
Ad Extensions

Ad extensions let you add more information to your ads,

They allow you to enhance a standard search ad to encourage a

user to click and stand out and help showcase that your result is the
most relevant to a query.

Bidding Strategies

CONVERSION

Maximize conversions uses Google's AI to set bids to help get the

most conversions for your campaign while spending your budget.

Target Cost Per Action (CPA)

A cost per action (CPA) is the total cost spent to receive the
required actions by your customers.

Target CPA, or target cost per action, is an automated bidding

strategy where you tell Google Ads how much you're willing to pay
for a conversion.
When you set your target CPA, Google will then automatically
determine the cost per click for each keyword or product.

CONVERSION VALUE

Maximize conversion value bidding will attempt to generate the

most conversion value for a given budget.

Target return on ad spend (ROAS)

Your target ROAS is the average conversion value (for example,

revenue) you'd like to get for each Amount you spend on ads.

CLICK

you set an average daily budget and the Google Ads system sets
your maximum cost-per-click (CPC) bids on your behalf.

Maximum CPC bid limit ( CPC = Cost Per Click )

 The highest amount that you're willing to pay for a click on your ad.

Manual CPC

Enhanced cost per click (ECPC)

A bid strategy that adjusts your cost-per-click (CPC) to help

maximize conversions or conversion value.

https://searchengineland.com/guide/ppc/how-the-ppc-ad-auction-
works

Online Calculator
https://theonlineadvertisingguide.com/ad-calculators/

Ads Above The Fold |

"Above the fold", or the top fold of the page, refers to the portion of the
page a user can see without scrolling down.

Ads Below The Fold

"Below the fold" refers to the portion of the page that is viewable only after
a user scrolls down.

Full form in paid marketing

PPC - Pay Per CLick
CPM - Cost Per Thousand Impressions
CPI - Cost Per Impressions
CPA - Cost Per Action
CPA - Cost Per Acquisition
CPS - Cost Per Sale
CPL - Cost Per Lead
CPC - Cost Per Click
CPC - Cost Per Conversion
CTR - Click Through Rate
ROAS - Return On Ad Spend
ROI - Return On Investment
CPG - Cost Per Goal
CPV - Cost Per View
CPE - Cost Per Engagement
DKIT - Dynamic Keywords Insertion Tool
KD - Keywords Discovery
DSA - Dynamic Search Ads
RSA - Responsive Search Ads
==========================================================
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 Facebook Ads

Linkedin Ads

Snapchat Ads
Twitter Ads
USer Trackings
GA / GSC

Email MArketing
WhatsApp MArketing

Affiliate MArketing

Clickbank.com For High Ticket Marketing

Amazon.com For Low Ticket Marketing

Social Media Checklist

Online Reputation management

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Bluehost - High Quality Hosting

Freenom - Free Domain

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