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Digital marketing encompasses advertising through digital channels like search engines, social media, and email to promote products and brands. Key components include various media types such as audio, video, and social media, as well as strategies like SEO and paid search. Understanding search engine algorithms like Google Panda and Hummingbird, along with backlinking and URL structure, is essential for effective digital marketing.

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0% found this document useful (0 votes)
6 views6 pages

DM-Mid-1 (2)

Digital marketing encompasses advertising through digital channels like search engines, social media, and email to promote products and brands. Key components include various media types such as audio, video, and social media, as well as strategies like SEO and paid search. Understanding search engine algorithms like Google Panda and Hummingbird, along with backlinking and URL structure, is essential for effective digital marketing.

Uploaded by

lenovoteb87
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Explain Digital Marketing.

Digital marketing refers to advertising delivered through digital channels such as search engines,
websites, social media, email, and mobile apps. Using these online media channels, digital marketing
is the method by which companies endorse goods, services, and brands.
—-----------------------------------------------------------------------------------------------------------------------
Digital Media Types.
• Audio:
◦ Audio forms of digital media include digital radio stations, podcasts, and audiobooks. Tens of
millions of subscribe to digital radio services such as Apple Music, Spotify, Tidal, Pandora, and
Sirius, which provide a wide range of musical stations and allow users to listen to databases of
millions of songs on demand.
• Video:
◦ Many digital media outlets are visual, from streaming movie and television services such as
Netflix to virtual reality surgical simulators used in medical institutions. One of the biggest players
In visual digital media is YouTube, which hosts billions of videos.
• Social media:
◦ Social media includes sites such as Twitter, Facebook, Instagram, LinkedIn, and Snapchat, which
enable their users to interact with one another through text posts, photographs, and videos,
leaving “likes” and comments to create conversations around pop culture, sports, news, politics,
and the daily events of users’ lives.
• Advertising:
◦ Advertisers have made their way into the digital media landscape, taking advantage of marketing
partnerships and advertising space wherever possible. The internet has moved away from the
use of pop-up and auto play ads, which flooded early websites and drove away visitors. Instead,
advertisers look toward native content and other methods of keeping consumers invested
without overselling their product.
—-----------------------------------------------------------------------------------------------------------------------
• Paid Search
◦ A paid search is any form of advertising that ties an ad (creative and text) to specific keywords in
in order to appear more prominently in search results.
◦ It has often been the pure view of search engine optimization (SEO) and search engine marketing
(SEM) professionals.
• Organic Searches
◦ Organic search results are listings on search engine pages that are tied to a specific keyword and
are not being driven by an advertisement.
◦ When a user visits a search engine and enters a word or phrase, there is likely someone on the
other end analyzing that behavior.
◦ Understanding organic search behaviors is critical because some industries see very little volume
of conversation online.
Explain Google Panda
● Google’s Panda algorithm is aimed at promoting high promoting high quality, content-focused
pages while devaluing low quality quality, content-focused pages while devaluing low quality pages.
pages.
● Panda works to reward Panda works to reward high-quality more relevant websites high-quality
more relevant websites and and demote low-quality websites demote low-quality websites in
Google’s in Google’s organic search organic search engine results.
● Google Panda has addressed and targeted a number of issues in Google search results including:
● Thin content–These are weak pages with no content or with very little relevant content served to
the user.
● Low-quality content–Websites that are populated with content, however, lack in-depth information
and offer little or no value to readers.
● Duplicate content–Plagiarism or duplication of content is a serious offence that Google does not
take lightly.
● Lack of authority–Google is very serious about the trustworthiness of the information provided to
readers on websites.
● Excessive ad-to-content ratio–If you’re populating your website with too many ads this ultimately
results in poor user experience.
—--------------------------------------------------------------------------------------------------------------------
Google Humming Bird .
● "Hummingbird" places greater emphasis on natural language queries, considering context and
meaning over individual keywords.
● It also looks deeper at content on individual pages of a website, with improved ability to lead users
directly to the most appropriate page rather than just a website's homepage.
● Works on search queries rather than keywords.
● Google Hummingbird provides a comprehensive answer.
● For example, in the earlier algorithms, a “Thai cuisine” search would give information about
Thailand and food in general.
● With Hummingbird update, the first results you get are about the Thai cuisine eating near you.
● Goals of the Google Hummingbird update:
● Conversational Search–it focused on the contextual meaning and not merely the definition.
● Human Search–The search algorithms became more human-friendly. (Search Query)
● Voice Search–Google Assistant–Voice Search–Users can now speak in sentences, like in real-life
Interactions.
Definition of SEO
• Search engine optimization (SEO) is the process of improving the quality and quantity of website
traffic to a website or a web page from search engines.
• SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and
quality of traffic to your website through organic search engine results.
• SEO targets unpaid traffic rather than direct traffic or paid traffic.
• Unpaid traffic may originate from different kinds of searches, including image search, video search,
academic search, news search, and industry-specific vertical search engines.
• 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, 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.
—---------------------------------------------------------------------------------------------------------------------
Long-Tail Concept & Theory
• Long-tail SEO is a technique for generating high-value organic website traffic.
• It targets long-tail keywords, which are search terms that consist of three or more words.
• They also have a lower search volume and competition rate, as well as a higher conversion rate than
short-tail keywords.
• Long-tail keywords contain three or more words. In comparison to short-tail keywords, which
consist of one to two words, long-tail keywords target broad concepts and user intents.
• Here are five of the most compelling reasons:
1. REACH YOUR TARGET AUDIENCE FASTER
2. DECREASE SEARCH COMPETITION
3. IMPROVE YOUR CONVERSION RATES
4. LOWER YOUR DIGITAL MARKETING COSTS
5. ADAPT YOUR STRATEGY TO USER TRENDS
Working of Search Engines
• Search engines need to understand exactly what kind of information is available and present it to
users logically. The way they accomplish this is through three fundamental actions:
1. Crawling
2. Indexing
3. Ranking.

• Through these actions, they discover newly published content, store the information on their
servers, and organize it for your consumption.
• Let’s break down what happens during each of these actions:
1. Crawl
▪ Search engines send out web crawlers, also known as bots or spiders, to review website content.
▪ A crawler is a computer program that automatically searches documents on the Web.
▪ Paying close attention to new websites and to existing content that has recently been changed, web
crawlers look at data such as URLs, sitemaps, and code to discover the types of content being
displayed.
2. Index
▪ Once a website has been crawled, the search engines need to decide how to organize the
information.
▪ The indexing process is when they review website data for positive or negative ranking signals and
store it in the correct location on their servers.
3. Rank
▪ During the indexing process, search engines start making decisions on where to display specific
content on the search engine results page (SERP).
▪ Ranking is accomplished by assessing a number of different factors based on an end user’s query for
quality and relevancy.
• Decisions are made during this process to determine the value any website can potentially provide
to the end user.
Explain backlink with an example.
A backlink is a hyperlink on one website that directs users to another website. Backlinks are also
known as inbound links or incoming links. Search engines like Google use backlinks as one of the
factors to determine a website's authority and relevance, which can improve its ranking in search
results.
Example:Let's say you have a blog about healthy eating, and Website X has an article about "The
Best Healthy Recipes." If Website X includes a link to your blog article on "5 Healthy Breakfast
Ideas" in their content, that link is a backlink to your site.
In this scenario:
—Website X is the referring site.----Your blog is the target site.
URL Structure
• A URL (short for Uniform Resource Locator) is the address of a resource on the internet.
• Servers and browsers use URLs to access web pages and resources on the web.
• A URL consists of a protocol, domain name, and path.
• The protocol indicates how a browser should retrieve information about a resource. The web
standard is http:// or https:// (the "s" stands for "secure").
• The domain name (or hostname) is the human-readable name of the specific location where a
resource (a website) is located.
• SEO friendly URL:
◦ Improved user experience
▪ A well-crafted URL provides both humans and search engines an easy-to-understand indication of
what the destination page will be about.
▪ Even if the title tag of this page were hidden, the human-readable, semantically accurate URL
would still provide a clear idea of what the destination page is about, and would provide visitors with
an improved user experience by making it clear what they'll see if they click the link.
◦ Rankings
▪ URLs are a minor ranking factor search engines use when determining a particular page or
resource's relevance to a search query. While they do give weight to the authority of the overall
domain itself, keyword use in a URL can also act as a ranking factor.
◦ Links
▪ Well-written URLs can serve as their own anchor text when copied and pasted as links in forums,
blogs, social media networks, or other online venues.
• URLs should be definitive but concise. By seeing only the URL, a user should have a good idea of
what to expect on the page.
• When necessary for readability, use hyphens to separate words. URLs should not use underscores,
spaces, or any other characters to separate words.
—---------------------------------------------------------------------------------------------------------------------
Title Tags & Meta Tags
• Page Titles and Meta Descriptions are short pieces of HTML code found in every web page. They
show the title of the web page and its description.
• Page titles and meta descriptions are incredibly important for your website’s SEO.
• Google typically displays the first 50–60 characters of a title tag.
• Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the page
itself, but only in the page’s source code.
• Meta tags are essentially little content descriptors that help tell search engines what a web page is
about.
• Meta descriptions are small pieces of HTML code that provide a description, or summary, of the
page it relates to.
• They look like this:
<meta name="description" content="This is a meta description of a page">
Explain different types of links in brief
1. Backlinks (Inbound Links)
Definition: Links from other websites pointing to your site.
Example: If a blog links to your article, that’s a backlink to your website.
Purpose: Backlinks help improve your site’s authority and SEO ranking.
2. Internal Links
Definition: Links that connect pages within the same website.
Example: On your blog post about healthy recipes, you link to another page on your website that
talks about nutritional benefits.
Purpose: Internal links help users navigate your site and distribute page authority across different
pages.
3. External Links (Outbound Links)
Definition: Links from your site that point to other websites.
Example: If you link to a research paper or another website as a reference in your article, that’s an
external link.
Purpose: External links can provide additional value to your readers and demonstrate trustworthiness
if you link to authoritative sites.
4. Nofollow Links
Definition: Links with a special tag (rel="nofollow") that tell search engines not to follow or give
SEO credit to the link.
Example: A link in a comment section or a paid advertisement often uses this tag.
Purpose: Prevents passing SEO authority to the linked page, usually to avoid spam or unnatural
linking.
5. DoFollow Links
Definition: Regular links that pass SEO authority and link juice to the target site.
Example: Most standard links on web pages are dofollow by default.
Purpose: These links help improve the target site’s rankings in search engines by passing link equity.
6. Anchor Text
Definition: The clickable text in a hyperlink.
Example: In the sentence "Learn more about SEO strategies here," the phrase "SEO strategies"
would be the anchor text.
Purpose: Anchor text gives search engines and users context about the content of the linked page.
7. Contextual Links
Definition: Links placed naturally within the body of content, often in relevant and meaningful
contexts.
Example: In an article about fitness, a link to a relevant product review or a related article would be a
contextual link.
Purpose: These links are valuable for SEO because they are relevant and appear within the content
itself.

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