🕹️Digital-Marketing

Marketing:- Communicating the value of a product, Service, or brand to customers.

💊What is Digital Marketing?

• Digital marketing promotes products, services, or brands using digital channels such as the internet, mobile devices, social media, search engines, and email.
• Can be through Non-internet channels like TV, Radio, Sms, etc

✅ Key Components of Digital Marketing:

👉 Search Engine Optimization (SEO):

• Improving a website’s visibility on search engines like Google.

👉 Search Engine Marketing (SEM):

• Run paid ads (like Google Ads) to appear in search results.

👉 Content Marketing:

• Creating and sharing valuable content (blogs, videos, infographics) to attract and engage audiences.

👉 Social Media Marketing (SMM):

• Promoting on platforms like Facebook, Instagram, LinkedIn, Twitter, etc.

👉 Email Marketing:

• Sending targeted emails to prospects and customers.

👉 Affiliate Marketing:

• Earning a commission by promoting other people’s products.

👉 Influencer Marketing:

• Collaborating with popular online figures to reach wider audiences.

👉 Analytics and Data Tracking:

• Tools like Google Analytics are used to measure performance and optimize strategy.

🧠 Requirements of Digital Marketing?

• Website- inorganic
• SEO (Organic), PPC, SEM(Inorganic) PPC it stands for Pay-per-click and SEM- Search Engine Marketing
• SMO- Social Media Optimization
• Email
• Videos
• Affiliate
• Digital analytics

Philip Kotter-"( the science and art of exploring father of creating and delivering -marketing)"

🎯What is Marketing Strategy

• Environment
• Business
• Customers
• Competitors

🎯Digital Marketing Strategy

🧁 Five PS

• Product:- Identification, Selection, and Development.
• Price:- Investment and profit
• Place:- Distribution
• Promotion:- Marketing
• People:- Audience

🎯Swot Analysis

• Strengths
• Weakness
• Opportunities
• Threats

🎯Aim of Digital Marketing

• Awareness
• View/ Impression
• Consideration(CLick)
• Conversion(Sell/Buy)

🎯Benefits of Digital Marketing

• Identify your Target Audience
• Set your Objective
• Decide upon the marketing mix
• Agree on a budget
• Action Planning
• Measure your success
• Global Reach

Websites

• A website is a collection of related web pages that are accessible over the internet under a single domain name, like: www.google.com www.github.com

🧱 Basic Components of a Website:

Component Description

• Domain Name: The address of the website (e.g., example.com)
• Web Pages: Individual documents (usually HTML) that make up the site
• Web Server: A computer that stores and serves the website content to users
• Hosting: the service that stores your website files and makes them accessible online
• Frontend: What users see – design, layout, images (HTML, CSS, JavaScript)
• Backend: The behind-the-scenes – databases, logic, server (Java, PHP, Python, etc.)

📱 Types of Websites:

👉 Static Website

• Simple, fixed content
• No interaction or database
• Built using only HTML/CSS

👉 Dynamic Website

• Content changes based on user interaction
• Uses databases, server-side scripting

👉 E-commerce Website

• Online store for buying/selling (e.g., Amazon)
• Blog or Portfolio Website
• For individuals to share ideas or showcase work

👉 Social Media Website

• Platforms like Facebook, Twitter

🌐What is a Domain?

A domain is the name or address of your website that users type into their browser to visit your site.

✅ Example:

• www.google.com
• www.yourbusinessname.com

✅ How it works:

• It's like the address of your house—it tells people where to go to reach you online.
• It's linked to your website's IP address (a string of numbers like 192.168.1.1), but easier to remember.

✅ Types of Domains:

• Top-Level Domains (TLDs): .com, .net, .org, .edu, .gov
• Country Code TLDs: .in, .uk, .us, .ca
• Custom TLDs: .tech, .shop, .online, etc.

✅ Domain Name Providers:

• GoDaddy
• Namecheap
• Google Domains
• Hostinger
• Bluehost

🖥️ 2. What is Hosting? Hosting is the space on a server (computer) where your website’s files (HTML, CSS, images, databases) are stored and served to visitors.

✅ How it works:

• It's like the house where your website lives.
• When someone visits your domain, the browser connects to the web hosting server and loads the files to show the website.

✅ Types of Hosting:

• Type Description Best For
• Shared Hosting: Multiple websites share one server. Beginners, small websites
• VPS Hosting: Private section of a shared server. Growing websites need more control
• Dedicated Hosting Entire server for one website H. High-traffic sites
• Cloud Hosting: Website runs on multiple connected servers Scalable, flexible performance
• WordPress Hosting: Optimized for WordPress websites, WordPress users

✅ Hosting Providers:

• Bluehost [https://www.bluehost.in/]
• Hostinger
• SiteGround
• A2 Hosting
• DigitalOcean (for cloud/VPS)

🔧 What Do You Need to Create a Website?

🧩 Essentials:

• Domain Name: The website’s address (e.g., yourname.com)
• Web Hosting Stores website files and serves them online
• Website Files: HTML, CSS, JavaScript, images, etc.
• Website Builder / CMS: Optional tool to build a website (e.g., WordPress)
• SSL Certificate Encrypts data, adds "https" and padlock symbol

🛠️ Steps to Make a Website Live:

• Buy a Domain from a domain registrar.
• You can purchase hosting from a hosting provider.
• Connect the Domain to hosting using DNS settings.
• Upload Website Files to your hosting account (via File Manager or FTP).
• Test Your Website by visiting your domain in a browser.
• (Optional) Install an SSL certificate for a secure https:// connection.

🌍 Evolution of the World Wide Web 🔹 1. Web 1.0 – The Static Web (1990–2004) ✅ Key Features:

• Read-only content
• Static HTML pages
• Very limited interactivity
• Users were just consumers of content

🛠 Technologies:

• HTML
• HTTP
• Web browsers (e.g., Netscape)

📌 Example:

• Early websites like Yahoo Directory, Geocities, and static company pages

🔹 2. Web 2.0 – The Social Web (2004–2015) ✅ Key Features:

• Read-write web
• User-generated content
• Interactivity, collaboration, and sharing
• Rise of social media, blogs, and dynamic websites

🛠 Technologies:

• JavaScript, AJAX, PHP, MySQL
• CMS (WordPress, Blogger)
• APIs, mobile-responsive designs

📌 Example:

• Facebook, YouTube, Wikipedia, Twitter

🔹 3. Web 3.0 – The Semantic Web (2015–present) ✅ Key Features:

• Read-write-execute
• Machine-readable data
• AI and data-driven decisions
• Decentralization and blockchain

🛠 Technologies:

• AI, Machine Learning
• Blockchain, Smart Contracts
• RDF, OWL, SPARQL (semantic tech)
• Decentralized apps (dApps)

📌 Example:

• Cryptocurrency platforms, AI-powered apps, NFT marketplaces, and Voice assistants (like Siri)

🔮 4. Web 4.0 – The Intelligent/Connected Web (Future) ✅ Predicted Features:

• Full AI integration
• Ubiquitous connectivity (IoT)
• Seamless interaction between humans and machines
• Virtual/Augmented reality experiences

📌 Possible Trends:

• Smart cities, AI agents, brain-computer interfaces, Metaverse

🌍 Top Global Search Engines

👉 Search Engine Website Description

• Google [google.com] 🌐 The most popular search engine globally. Offers web, image, video, and map search.
• Bing [bing.com] Microsoft's search engine. Integrated with Windows and Microsoft Edge.
• Yahoo! [Yahoo.com] Powered by Bing, also a web portal for news, email, and more.
• DuckDuckGo [duckduckgo.com] focuses on privacy and does not track users.

✅ 1. Google Search Console (GSC)

📌 What is it?

• Search Console is a free tool by Google that helps website owners monitor, maintain, and troubleshoot their site's presence in Google Search results.

🔍 Key Features of Search Console:

Feature: What It Does

• Performance Reports show clicks, impressions, CTR, and ranking for keywords.
• URL Inspection Tool Checks if a URL is indexed and how Google sees it.
• Coverage Reports displays indexing status and errors (404s, redirects, etc.).
• Sitemap Submission lets you submit XML sitemaps to help Google crawl your site.
• Mobile Usability Detects mobile-friendly issues.
• Security Issues: Alerts if your site has malware or is hacked.
• Manual Actions Shows if Google has penalized your site for violating its guidelines.
• Core Web Vitals provides speed and user experience metrics.
• Links Report displays backlinks and internal link structure.

🧠 Why Use Search Console?

• Improve visibility in Google Search
• Fix indexing issues
• Monitor keyword performance
• Identify security problems
• Submit updated content quickly

✅ 2. Google Analytics (GA)

📌 What is it?

• Google Analytics is a free web analytics tool that provides detailed data about how users interact with your website.

⚠️ The latest version is Google Analytics 4 (GA4), which replaced Universal Analytics.

🔍 Key Features of Google Analytics:

Feature: What It Does

• User Reports show who is visiting (location, device, browser, etc.).
• Traffic Sources tells you where your traffic comes from (search, social, referral, direct).
• Real-time Data Displays what’s happening on your site right now.
• Engagement Metrics: Tracks time on site, pages per session, and bounce rate.
• Conversion Tracking tracks actions like purchases, form submissions, and downloads.
• Event Tracking Measures user interactions (clicks, video plays, scrolls).
• Funnels & Goals: Visualize user journeys and track desired actions.

📊 Example Data You Can Get:

• How many users visited your site in a day/week/month
• Which page is most popular
• What countries are visitors from
• What device (mobile, desktop) do users use
• Which campaigns bring traffic (Ads, email, social)

🔧 What You Need to Set Them Up

📌 Google Search Console:

*Go to: https://search.google.com/search-console

• Add your domain or URL prefix
• Verify ownership (via DNS, HTML file, meta tag, etc.)
• Submit the sitemap and start using features

📌 Google Analytics:

• Go to: https://analytics.google.com
• Create a new GA4 property
• Add the tracking tag to your website (or use Google Tag Manager)
• Start collecting and viewing data in real-time

🌐 What is SEO?

• SEO (Search Engine Optimization) is the process of improving a website’s visibility in organic (non-paid) search results on search engines like Google, Bing, or Yahoo. 🎯 1- Goal: To increase quality traffic to your website by ranking higher in search results for relevant keywords.

🧠 Why SEO is Important

💰 * Free Traffic: Unlike ads, you don’t pay for clicks. 🔍 * Increased Visibility: Higher rank = more people see your site. 👥 * Better User Experience: SEO improves site structure and content. 📈 * More Leads & Sales: More visibility means more business opportunities. 🌎 * Global Reach: Rank anywhere in the world, 24/7.

🔍 How Search Engines Work (Basic Process)

• Crawling – Bots scan websites and collect information.
• Indexing – Data is stored and organized in a search engine’s database.
• Ranking – Pages are ranked based on relevance and quality for a user's query.

📂 Types of SEO

Type Description Focus Area

• On-Page SEO: Optimizing elements on the website: Content, keywords, titles, meta tags
• Off-Page SEO: Activities outside the website: Backlinks, social sharing, influencer reach
• Technical SEO: Improves site structure and crawlability, Speed, mobile-friendliness, sitemap, and robots.txt
• Local SEO: targets a local audience, Google My Business, and local keywords.
• E-commerce SEO: Specific to online stores: Product titles, schema, filters, UX

📈 Major SEO Ranking Factors (According to Google) Factor Details

• High-Quality Content: Useful, original, well-written content with relevant keywords
• Backlinks: Other reputable sites linking to your website
• Mobile-Friendliness: Responsive design that works on all devices
• Page Speed: Fast-loading pages improve user experience
• User Experience (UX): Easy navigation, low bounce rate, engagement
• Keyword Optimization Using target keywords in the right places (title, URL, headings, etc.)
• Secure Site (HTTPS): Secure connection with an SSL certificate
• Core Web Vitals: Google's metrics on load time, interactivity, and visual stability

🛠️ Basic SEO Checklist ✅ On-Page SEO:

• Use target keywords in title, meta description, headings (H1, H2)
• Write unique, helpful content
• Use SEO-friendly URLs (yourdomain.com/best-seo-tips)
• Add alt text to images
• Internal linking to other pages
• Use schema markup if applicable

✅ Off-Page SEO:

• Get backlinks from trusted websites
• Share content on social media
• Engage with influencers or blogs in your niche

✅ Technical SEO:

• Submit the XML sitemap in Google Search Console
• Use robots.txt to control crawler access
• Make the site mobile-friendly
• Improve site speed (use tools like PageSpeed Insights)
• Fix crawl errors (404s, broken links)

✅ Local SEO (for businesses):

• Create and optimize Google Business Profile
• Get reviews and ratings
• Add location-based keywords

🛠️ Tools Used in SEO

Tool Purpose

• Google Search Console: Monitor search performance and errors
• Google Analytics tracks user behavior and traffic sources
• Ahrefs / SEMrush Keyword research, backlinks, and audits
• Ubersuggest Keyword ideas and basic site analysis
• Yoast SEO (WordPress) On-page SEO plugin
• PageSpeed Insights: Test and improve speed
• Screaming Frog Technical site audits

💊 Organic SEO (Search Engine Optimization)

Organic SEO refers to the process of optimizing your website naturally, so it ranks higher in unpaid search results over time

📌 It’s called "organic" because results grow naturally through relevance and quality, not money.

📈 Benefits of Organic SEO:

• Cost-effective (no ongoing payment for clicks)
• Long-lasting results
• Builds authority and trust
• Higher click-through rate than paid ads

💸 2. Inorganic SEO (Paid Search / SEM)

Inorganic SEO refers to paid methods (ads) used to appear in search results, commonly known as Search Engine Marketing (SEM) or PPC (Pay Per Click)

📌 It’s "inorganic" because you pay to instantly appear at the top of search results.

📈 Benefits of Inorganic SEO:

• Instant visibility
• Highly targeted (location, age, interest)
• Useful for promotions or time-sensitive campaigns
• Easily measurable ROI (return on investment)

🧠 Best Strategy?

• Use organic SEO for long-term growth and brand building.
• Use inorganic SEO for quick results, testing, or product launches. 💡 Most successful businesses use a mix of both!

✅ What is Keyword Analysis?

Keyword analysis identifies the search terms (keywords) that your target audience uses when looking for products, services, or information related to your business.

📌 It helps you understand user intent and optimize your content, ads, and strategy to reach the right audience

"🧠 Why is Keyword Analysis Important?"

• Boosts SEO performance
• Helps target relevant traffic
• Improves conversion rates
• Reduces ad spend waste in PPC campaigns
• Supports content and blogging strategy
• Gives insight into market demand and competition

💊Use Keyword Research Tools 👉Find real search data using tools like:

Free Tools Paid Tools Google Keyword * Planner SEMrush Ubersuggest * Ahrefs Google Trends * Moz Keyword Explorer AnswerThePublic * KWFinder

"Apply Keywords in Marketing Strategy"

• SEO content (blogs, pages)
• Google Ads (PPC campaigns)
• Social media posts
• Product listings and descriptions
• Website headings and meta tags

🌐 Off-Page Optimization in SEO — Full Explanation

• Off-page optimization refers to all your activities outside your website to improve its search engine rankings, visibility, and credibility.

✅ What We Do in Off-Page Optimization

1. Backlink Building (Link Building) Getting high-quality backlinks from other websites is the core of off-page SEO.

🔗 Backlinks = "Votes of confidence" from other websites.

👉 Techniques:

• Guest posting
• Business directory submissions
• Forum and blog commenting
• Article submissions
• Resource link building
• Broken link building
• Q&A sites (e.g., Quora, Stack Overflow)

🔍 Crawlers of Reputed Search Engines

1. Google- Googlebot Crawls, Googlebot-Mobile, Googlebot-Image, Googlebot-Video
2. Bing (Microsoft)- Bingbot, AdIdxBot

🛡️ Why Do Crawlers Matter in SEO?

• They index your site’s content for search engines.
• They respect your robots.txt and meta robots directives.
• Knowing bots helps you monitor crawler activity using analytics or server logs.

💊Content Pilagrism Tools

• duplichecker.com
• copyspace.com
• smallseotools.com
• spinbot.com

👉 Articles Write tools

• Ezinearticles.com

👉 Seo Rank check tools

• fatrank
• Similarweb extension

📢 Google Ads – Explained

• Google Ads is Google’s online advertising platform that allows businesses to display ads on Google Search, YouTube, and across the Google Display Network. It works mainly on a PPC (Pay-Per-Click) model.

💡 What is PPC (Pay-Per-Click)?

• In PPC advertising, you pay only when someone clicks on your ad. It’s a way of buying visits to your website, rather than earning them organically.

✅ How Google Ads PPC Works 👉 Choose Keywords:

• You select keywords that people might search for (e.g., “buy sweets online”).

1. Create Ads:

• Write a headline, description, and add a link to your landing page.

2. Bid on Keywords:

• You set a maximum bid you're willing to pay per click.

3. Ad Auction:

• When someone searches, Google runs an auction and decides which ads to show based on:
• Your bid
• Your ad quality score
• Relevance and landing page experience

5. Pay Only for Clicks:

• You’re only charged when someone clicks on your ad, not for impressions.

🔍 Types of Google Ads Campaigns

• Search Ads: Google Search results (text ads), Leads, traffic, sales
• Display Ads: Banner ads on websites/apps, Brand awareness, retargeting
• Video Ads: YouTube Brand engagement, storytelling
• Shopping Ads: Google Shopping (product listings), E-commerce, and product-based businesses
• App Promotion Ads: Search, YouTube, Display, Driving app installs
• Performance Max: All Google channels (auto-optimized) All-in-one campaigns

🔧 Tools to Use with Google Ads

• Google Keyword Planner (find keywords)
• Google Analytics (track results)
• Google Tag Manager (manage tags/conversions)
• Google Merchant Center (for Shopping ads)

💰 Bidding System in Google Ads

• The Google Ads bidding system determines how much you pay for clicks, impressions, or conversions. You set bids to tell Google how much you’re willing to pay for a desired action (click, conversion, etc.).

Google then uses this information during the ad auction to decide:

• Whether your ad will show

• In which position

• And at what cost

• CPM Model: (Cost per mile and thousand impressions): The amount you pay for 1,000 ad impressions (views).

• CPC Model: (Cost per click): You set maximum bids yourself for each keyword.

• CPA Model:- (Cost per Acquisition or action): Google sets bids to get as many conversions as possible at your target cost per action.

• CPV Model: (Cost per view): The amount you pay each time someone views your video ad.

• CPI Model: (cost per installation): The amount you pay when a user installs your mobile app after clicking your ad.

🧱 Structure of Google Ads (Hierarchical Format)**

• Google Ads is organized in three main levels:

1. 🔲 Account

• This is your overall Google Ads account.
• Linked to your email, billing, and business settings.
• Each advertiser has one or more ad accounts.

2. 📂 Campaigns

• A campaign contains one or more ad groups.
• You define:
• Goal (e.g., sales, leads, traffic)
• Budget
• Bidding strategy
• Network (Search, Display, YouTube, Shopping)
• Location targeting
• Start/end dates
• Ad scheduling

3. 🗂️ Ad Groups

• Each campaign has one or more ad groups.
• An ad group:
  • Groups related keywords
  • Shows specific ads based on those keywords
• You define the target keywords and match types.
• Example: In a campaign for sweets, you may have:
  • Ad Group 1: "Diwali Sweets" → Keywords like diwali mithai, buy festive sweets

4. 📢 Ads

• The actual ads that appear to users (text, image, or video).
• Each ad includes:
  • Headline
  • Description
  • Display URL
  • Final URL (landing page)
  • Optional: Sitelinks, Callouts, Structured Snippets

5. 🔑 Keywords (for Search Campaigns)

• Keywords trigger ads based on search intent.

• Use match types:

  • Broad Match (buy sweets online)
  • Phrase Match ("buy sweets online")
  • Exact Match ([buy sweets online])

• AD Extension:- Ad extensions are additional pieces of information that expand your search ads. They give users more reasons to click and improve your ad's performance, without extra cost per click.

Different Types of Extensions

1. Sitelink Extensions- Add extra links below your main ad to different pages on your website.
2. Callout Extensions- Add short, non-clickable phrases highlighting benefits or features.
3. Structured Snippet Extensions- Show specific features or categories of your product/service.
4. Call Extensions- Add a clickable phone number to your ad.
5. Location Extensions- Show your business address with a map link.
6. Affiliate Location Extensions- Used by brands to show nearby retailers that sell your product.
7. Price Extensions- Display the price of specific products or services.
8. App Extensions- Link directly to your mobile app for download.
9. Promotion Extensions- Highlight limited-time offers, discounts, or special deals.