DIGITAL MARKETING

STRATEGY
Lecture 5
Rameen Level 02
Agenda
 Inbound Marketing
 SEO
 Loreal’s Search Strategy
 Experiential Assignment Google Trends
 How is SEO carried out?
 Anatomy of a Search Result
 Type of SEO
 SEO performance
Inbound Marketing
Inbound Marketing
 Inbound marketing positions the company as a
target consumers search for
 The focus of inbound marketing is to ensure that,
in keyword searches by search engines, organic
links for a firm rank higher than competing links
Qualified
Good search
engine ranking Research
Rise of correspondsGreater
traffic
consumer
to a
credibility,
higher CTR brand Online
Diminished
search friendliness
Facilitates Purchase
influence of
advertising ROPO
Inbound Offline
marketing
Search
Engine
Results
Page
Steps of Inbound Marketing

1. How do consumers find me?

2. What content should I create to
attract potential customers?
3. How do I optimize my website for
engagement?
 How do Search engines
work?
How do you determine the
success of search engine?
Accuracy of algorithm >>
search engine results
would be relevant
Number of
How Search Engines work?

Search Query:
monarch butterfly migration
patterns

Possible Result 1
How Search Engines work?

Possible Result 2
Factors
 Quality of the content
 Algorithm can be used to Rank the Quality of the page
 Authority >> backlinks
 Popularity of a website depends on how many websites
connect to it

 Relevance Authority
How Search Engines work?

Searching and Crawling

Web crawlers/spiders identify files on web servers
Move from one site to the other through links they find on webpage

Indexing
Assigning a unique identifier to webpages
Stores the sites pages and content on its own servers
Interprets the text it finds in the HTML file
Google

How does Google

Work?
It indexes web pages on the
Internet
It ranks web pages based on
relevance and Popularity
(importance) to consumers’
search queries

The process of gaining ranks in search

results is called search engine
optimization
How does Google Work-Authority

The authority of a page is Google’s

measure of its importance, based on
the number and authority of other
web pages that link to it
• Google measures the authority of
web pages using its proprietary
algorithm, PageRank
• Authority is also called Popularity
PageRank
Page Ranks

A B C

PageRank is a good measure

of webpage quality because
web pages typically link to
other pages they think
provide valuable content.
X

PR(X) = PR(A)/5 + PR(B)/1 + PR(C)/100

How does Google Work-Relevance

Relevance is a measure of how

closely Google can match a
consumer’s search query and a
particular web page
• This is based on factors such as
page content, page title, and meta
tags (lines of code in the head
section of a web page containing
further information about its
structure)
Relevance
How is SEO carried out?
Key Questions

What are the goals of our

business?

Who do we want to visit our

website?

What do we want our target

audience to do on our
website?

What pages we want them to

visit and what path must they
follow to get there?
Goals > Audience > Action>Page Visits
SEO Pyramid

Relevance
Authority
Anatomy of a Search
Result
Website Architecture & HTML
 HTML-Hypertext Markup Language, read by web
browsers
 Certain HTML tags are used to structure the information
and features within a webpage
 To see what HTML code looks like, right click on any
web page and select “View source” or “View Page
Source”
The Tags that matter

URL
URL
 Indicates your location on the web
<title> tags
<meta> tags
Types of SEO
SEO Types

White Hat SEO Black Hat SEO

• Ethical practices • Unethical practices
• Confirms to search engine • Violates search engine
guidelines guidelines
• Builds long term authority • Hurts credibility
Black HatSEO
 Black Hat SEO: Using deceptive techniques to
enhance search engine ranking
1. Keyword stuffing: Loading a webpage with
keywords for the sole purpose of improving
search engine ranking

2. Link farms: Buying thousands of links from certain

groups of websites that link to a site without any
logical sense
Black Hat SEO
3. Cloaking:
Serving
content to
search
engines that
is different
from the
content seen
by users
Inbound Marketing-SEO
Inbound marketing requires two key
actions:
On-site (On-page) SEO
Covers website design Off-site (Off-page) SEO
practices , helping the search Pre-defined link building
engines crawl more efficiently
• Includes URL, Sitemap
strategy
Putting keywords in title tag, Getting Backlinks to your
metatag, into paragraph site
Right Keyword density 1) Do follow backlinks
Fast loading of website 2) No followback links
Image optimization 3) UGC links
Social sharing buttons
4) Sponsored links
Comments
Reciprocal link req
Getting registered in web
directories
Robots.txt file
 Robots.txt is a text file webmasters
create to instruct robots (typically search
engine robots) how to crawl & index
pages on their website.
301 Redirects
 A 301 redirect is a permanent redirect from one URL
to another
 301 redirects send site visitors and search engines to
a different URL than the one they originally typed into
their browser or selected from a search engine results
page
SiteMap
 A page on our website
showing the site
structure usually in the
form of a hierarchical list
of pages the site
contains
 It is best to have
separate sitemaps for
visitors and search
engines
Anchor text
 Anchor text is the clickable text that users
will see as a result of a link, and is placed
within the anchor tag <a href="..."></a>.
Keyword Density

Best to keep KD below 2.5%

Discussion Question-Keyword Density
• Say the keyword “Brandon’s baseball cards” appears
15 times in a 1200 word blog post. What would be the
Keyword Density? Is this a good percentage?
Alt Text for Images
Alt Text for Images
Alt Text for Images
Case Discussion-City Lofts
1. Classify the efforts by CityLofts into On-site and off-site SEO
 On Site SEO
 HTML tags with keywords
 Keyword research
 Content with keyword research
 Naming conventions for URLs
 301 URL Redirects
 XML SiteMap
 Robot.txt file
 Anchor links to internal pages
 Offsite SEO
 Linking Strategy
 Anchor Links to external pages

2. Why were new webpages needed to target new content?

3. Why could SEO increase website referrals and direct traffic?
Case Discussion-City Lofts
1. Classify the efforts by CityLofts into On-site and off-site SEO
• Onsite SEO
• HTML Tags
• Improving URL Naming conventions
• XML SiteMap
• Keyword research
• Content, New webpages
• Optimize website Design
• Robots.txt file
• XTML Site Map
• Anchor Text
• Anchor links
• Offsite SEO
• Website Referrals
• Linkbuilding
• Anchor Text

2. Why were new webpages needed to target new content?

3. Why could SEO increase website referrals and direct traffic?
SEO Performance
SEO
 What is the best way to measure results?
 Traffic from Search Engines (Organic Traffic)
 Total website Referrals (Backlinks)
 Direct traffic to website
 Number of visitors and repeat visitors to website
 Bounce Rate, Time spent on Page, Exit Pages