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Minor Projectarjun - simple project file
Fundamentals of Computer and IT Laboratory (UGCA1906)
I. K. Gujral Punjab Technical University
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SAINIK INSTITUTE MANAGEMENT
& TECHNOLOGY , (MOHALI)
SESSION: 2020-
Institutional Summer Training
SUBMITTED TO: SUBMITTED BY:
MS. SUNITA KORA ARJUN
(Assistant Professor) 2024163
BSC (IT) 5th SEMESTER
ACKNOWLEDGEMENT
Working in the center for Digital Marketing material was interesting. During
these six months of Industrial Training, I learnt a lot on DIGITAL
MARKETING, especially on SEO (Search Engine Optimization).
The satisfaction that accompanies that the successful completion of any task
would be incomplete without mention of people whose ceaseless cooperation
made it possible, whose constant guidance and encouragement crown all efforts
with success.
I am grateful to our project Professor "MR. RISHABH BANSAL" and
Professor "MANMOHAN SINGH" for the guidance, inspiration and
constructive suggestions that helped us in preparation of our project.
Therefore, I am grateful to the people in the "IMPINGE SOLUTIONS" for
the chance to make this experiment.
I have to thank "MS. SUNITA KAUR" (Assistant Professor) for advising me
during this project.
Further on, I want to thank the students and the interns in the IMPINGE
SOLUTIONS who made this demanding time joyful but always efficient.
ARJUN
2024163
MY ROLE
I ARJUN, student of BSC(IT) during the session 2020-2023 hereby joined "IMPINGE
SOLUTIONS" as a "DIGITAL MARKETING INTERN/TRAINEE" in the Marketing
Department. I hereby declare that the project is original and beneficed work carried out by
me under the guidance of our trainer in the partial fulfillment of the requirement of MCA at
Impinge Solutions.
I also declare that this project is a result of my efforts and no part of this project has been
published earlier or has been submitted as a project by me for any degree for any
institution/university. This is my original work and is free from any type of plagiarism.
I was Trained as SEO Expert which include:
- SEO Tools
a.) Google Keyword Planner b.) Google Analytics c.) Google Search Console
Google Adwards
On Page Optimization
a.) Title Tags b.) Heading Tags c.) Meta Description d.) Image Alt Tags e.) Internal Linking f.) InBound / OutBound Links g.) NoFollow / DoFollow h.) Keyword Density Insertion
Blogging
DA-PA Checker
Alexa Ranking
Micro Blogging (WordPress)
BackLinking (Social Bookmarking, Tier-2, Tier-3)
9
- YouTube Link Submission
TABLE OF CONTENT
SR.
NO.
CONTENT SIGNATURE
####### 1. INTRODUCTION:
A.) Marketing
B.) Aims of Marketing
C.) Digital Marketing
D.) 5D's of Digital Marketing
E.) Role of Digital Platforms
F.) Why Digital Marketing?
G.) Examples of Digital Marketing
H.) What does a Digital Marketer do?
I.) The Role of Digital Marketing to a company
J.) Advantages of Digital Marketing
K.) Disadvantages of Digital Marketing
L.) Conclusion
M.) Objectives
N.) Scope
O.) Basic terms in Digital Marketing
####### 2. REQUIREMENT SPECIFICATION:
A.) Purpose
B.) Scope
C.) Tools Used
D.) Technologies Used
E.) Minimum Hardware Requirements
F.) Minimum Software Requirements
INTRODUCTION:
A.) MARKETING: It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as the number of ‘likes’ or followers, so it is useful to bear in mind this definition of marketing advanced by the Chartered Institute of Marketing:
"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably".
B.) AIMS OF MARKETING: Digital marketing can be used to support these aims as follows: ● IDENTIFYING – the Internet can be used for marketing research to find out customers’ needs and wants ● ANTICIPATING – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation. ● SATISFYING – a key success factor in digital marketing is achieving customer satisfaction through the digital channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched.
C.) DIGITAL MARKETING: Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital marketing is advertising delivered through digital channels. Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.
D.) THE 5DS OF DIGITAL MARKETING: To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email. It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:
1.) DIGITAL DEVICES – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices. 2.) DIGITAL PLATFORMS – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn. 3.) DIGITAL MEDIA – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks. 4.) DIGITAL DATA – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries. 5.) DIGITAL TECHNOLOGY – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
Boiled down to its simplest form, digital marketing is defined in my book Digital Marketing: Strategy, Implementation and Practice as simply:
"Achieving marketing objectives through applying digital technologies and media."
So for us, the scope of the term should include activities across the customer lifecycle: ● Digital media and communications channels. ● Digital and mobile experiences such as web design and mobile apps. ● Prospect and customer relationship management through marketing automation. ● Digital strategy and integrating multichannel communications and experiences. ● Digital technologies and platforms to manage all digital marketing activities.
E.) ROLE OF DIGITAL PLATFORMS: The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. Online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.
F.) WHY DIGITAL MARKETING? ● While traditional marketing might exist in print ads, phone communication, or phsycial marketing, digital marketing can occur electronically and online. ● This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities. ● Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. ● With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content -- such as a billboard or print ad.
G.) DIGITAL MARKETING EXAMPLES: 1.) Search Engine Optimization (SEO) 2.) Content Marketing 3.) Social Media Marketing
The channels you can use in social media marketing include: ● Facebook. ● Twitter. ● LinkedIn. ● Instagram. ● Snapchat. ● Pinterest. If you're new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the platform as well. On top of connecting social accounts for posting purposes, you can also integrate your social media inboxes into HubSpot, so you can get your direct messages in one place.
4.) PAY PER CLICK (PPC): PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include: ● PAID ADS ON FACEBOOK: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business's audience. ● TWITTER ADS CAMPAIGNS: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads. ● SPONSORED MESSAGES ON LINKEDIN: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
5.) AFFILIATE MARKETING: This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include: ● Hosting video ads through the YouTube Partner Program. ● Posting affiliate links from your social media accounts.
6.) NATIVE ADVERTISING: Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be "native" -- Facebook advertising and Instagram advertising.
7.) MARKETING AUTOMATION: Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as: ● EMAIL NEWSLETTERS: Email automation doesn't just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes. ● SOCIAL MEDIA POST SCHEDULIN: If you want to grow your organization's presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy. ● LEAD-NURTURING WORKFLOWS: Generating leads, and converting those leads into customers, can be a long process. You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook. ● CAMPAIGN TRACKING AND REPORTING: Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it's serving, and then track the performance of that campaign based on the progress all of these components make over time.
8.) EMAIL MARKETING: Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include: ● Blog subscription newsletters. ● Follow-up emails to website visitors who downloaded something. ● Customer welcome emails. ● Holiday promotions to loyalty program members. ● Tips or similar series emails for customer nurturing.
9.) ONLINE PR: Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include: ● REPORTER OUTREACH VIA SOCIAL MEDIA: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company. ● ENGAGING ONLINE REVIEWS OF YOUR COMPANY: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. ● ENGAGING COMMENTS ON YOUR PERSONAL WEBSITE OR BLOG: Similar to the way you'd respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.
10.) INBOUND MARKETING: ● Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. ● You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. ● Here are some classic examples of inbound marketing versus traditional marketing: o Blogging vs. pop-up ads o Video marketing vs. commercial advertising o Email contact lists vs. email spam
H.) WHAT DOES A DIGITAL MARKETER DO? ● Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels -- both free and paid -- that are at a company's disposal. ● These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog. ● The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. ● A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search. ● Digital marketing is carried out across many marketing roles today. ● In small companies, one generalist might own many of the digital marketing tactics described above at the same time. ● In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand's digital channels.
I.) THE ROLE OF DIGITAL MARKETING TO A COMPANY: ● Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time.
CONSIDERATION STAGE: ● EBOOKS: Great for lead generation as they're generally more comprehensive than a blog post or INFOGRAPHIC: meaning someone is more likely to exchange their contact information to receive it. ● Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they're often picked-up by the media or industry press. ● WEBINARS: As they're a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
DECISION STAGE: ● CASE STUDIES: Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision. ● TESTIMONIALS:If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
J.) ADVANTAGES OF DIGITAL MARKETING: The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales. The benefits of digital marketing include:
1.) GLOBAL REACH: a website allows you to find new markets and trade globally for only a small investment.
2.) LOWER COST: a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
3.) TRACKABLE, MEASURABLE RESULTS: measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.
4.) PERSONALISATION: if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them. OPENNESS - by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
5.) SOCIAL CURRENCY: digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain SOCIAL CURRENCY - being passed from user to user and becoming viral.
6.) IMPROVED CONVERSIONRATES: if you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate. Together, all of these aspects of digital marketing have the potential to add up to more sales.
K.) DISADVANTAGES OF DIGITAL MARKETING: Some of the downsides and challenges of digital marketing you should be aware of include:
1.) SKILLS AND TRAINING: You will need to ensure that your staff have the right knowledge and expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly and it’s vital that you keep up-to-date.
2.) TIME CONSUMING: tasks such as optimizing online advertising campaigns and creating marketing content can take up a lot of time. It’s important to measure your results to ensure a return-on-investment.
3.) HIGH COMPETITION: while you can reach a global audience with digital marketing, you are also up against global competition. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.
4.) COMPLAINTS AND FEEDBACK: any negative feedback or criticism of your brand is can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation.
5.) SECURITY AND PRIVACY ISSUES: there are a number of legal considerations around collecting and using customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.
L.) CONCLUSION: So, digital marketing is about utilizing digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However, for now, it remains a useful term because digital marketing requires a certain skill set to utilize digital technology effectively.
M.) OBJECTIVES: The objectives of this project are: ● Greater brand awareness ● To increase the traffic on our website ● An increase in the sales ● An improved conversion rate
N.) SCOPE: 1.) REDUCED COST: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine.
2.) SIMPLE TO MEASURE: Unlike traditional methods you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results. For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails.
3.) REAL TIME RESULTS: You don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
4.) BRAND DEVELOPMENT: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing.
5.) FAR GREATER EXPOSURE: Your business can be seen anywhere in the world from one marketing campaign, the cost to do these using traditional methods would be considerable. Plus once you have optimized the key word search content in your website you should see a long-term return on your investment and will be fairly low cost to maintain your ranking.
1.) REDUCED COST: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine.
2.) SIMPLE TO MEASURE: Unlike traditional methods you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results. For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails.
3.) REAL TIME RESULTS: You don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
4.) BRAND DEVELOPMENT: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing.
5.) FAR GREATER EXPOSURE: Your business can be seen anywhere in the world from one marketing campaign, the cost to do these using traditional methods would be considerable. Plus once you have optimized the key word search content in your website you should see a long-term return on your investment and will be fairly low cost to maintain your ranking.
6.) GREATER ENGAGEMENT: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them buy them and provide feedback which is visible to your market. So it doesn’t take long for good publicity to enhance the prospects of your business.
C.) TOOLS USED: 1.) GOOGLE ADWORDS: Adwords (Google Adwords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The Adwords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. Businesses that use Adwords can create relevant ads using keywords that people who search the Web using the Google search engine would use.
2.) GOOGLE KEYWORD PLANNER: Keyword Planner is like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform and even create a new keyword list by multiplying several lists of keywords together. A free Adwords tool, Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.
3.) GOOGLE SEARCH CONSOLE: Google Search Console is a free service offered by Google that helps you monitor and maintain your site’s presence in Google Search Results. You don’t have to sign up for your Search Console for your site to be included in Google’s Search Results, but doing so will keep you understand how Google views your site and optimize its performance in search results.
4.) GOOGLE ANALYTICS: Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google Analytics is now the most widely used web analytics service on the Internet. Google Analytics' approach is to show high-level, dashboard-type data for the casual user and more in-depth data further into the report set. Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports show a site's transactions, revenue, and many other commerce-related metrics.
5.) KEYWORD EVERYWHERE: The Keywords Everywhere extension is your free keyword tool. It can be easily installed on either Chrome or Firefox. The best part is that we show you useful Google keyword search volume, cost per click and competition data of keywords on multiple websites.
6.) WOORANK: Woorank is a brand new service designed to let website publishers and marketers evaluate the SEO-friendliness and other aspects of their Web sites on the fly, free of charge.
7.) AHREFS: Ahrefs is a well-known toolset for backlinks and SEO analysis. Ahrefs can easily replace several tools and has already become essential for any SEO since it gives you new ideas for link- building and content analysis; social stats and ratings; export of any data for further analysis on your own and much more.
8.) SEMRUSH: SEMRush is a tool that is specific to finding profitable keywords. We're living in a time now when SEO, is at the forefront of a successful blog. It is a program many new and older bloggers are using to optimize their sites, create the content their audience wants and create a better experience for their visitors.
9.) GOOGLE TRENDS: Google Trends is a public web facility of Google Inc., based on Google Search that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.
10.) W3C VALIDATOR: The Markup Validation Service is a validator by the World Wide Web Consortium (W3C) that allows Internet users to check HTML and XHTML documents for well-formed markup. Markup validation is an important step towards ensuring the technical quality of web pages.
11.) PINGDOM: Pingdom is a service that tracks the uptime, downtime, and performance of websites. Based in Sweden, Pingdom monitors websites from multiple locations globally so that it can distinguish genuine downtime from routing and access problems.
12.) GTMETRIX: GTMetrix is one of the tools that we have found ourselves using more and more to get detailed reports about our site's performance. It is a free tool that analyzes your page's speed performance using Google Page Speed and YSlow.
13.) SEO POWERSUITE: It includes an enter suite of powerful tools like Rank Tracker, Website Auditor, SEO SpyGlass, and Link Assistant, to help you have an edge and an unfair advantage over your competition. And it runs on any operating system, for an affordable one-time fee.
14.) SEO SITE CHECKUP: SEO Site Checkup is a service designed to let website publishers and marketers evaluate the SEO-friendliness and other aspects of their Web sites on the fly, free of charge.
D.) TECHNOLOGIES USED: 1.) INTERNET MARKETING: Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Websites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.
2.) HTML: Hypertext Markup Language (HTML) is the standard markup language for creating web pages and web applications. With Cascading Style Sheets (CSS), and JavaScript, it forms a triad of cornerstone technologies for the World Wide Web. HTML can embed programs written in a scripting language such as JavaScript which affect the behavior and content of web pages. Inclusion of CSS defines the look and layout of content. The World Wide Web Consortium (W3C), maintainer of both the HTML and the CSS standards, has encouraged the use of CSS over explicit presentational HTML since 1997.
3.) WORD PRESS: Word Press is a free and open-source content management system (CMS) based on PHP and MySQL.
● PowerPoint Creation & Submission ● YouTube Video Optimization & Submission ● Guest Postings ● Case Studies/ E-Book Creation ● Business Blog
SOCIAL MEDIA: Social media is part of ‘off-site SEO’ and if you think about it, it’s also a form of link building. It should be noted that almost all of the links you get from social media sites are “nofollow” but this does not mean that they do not have any value. Social Media mentions are gaining ground as ranking factors and proper configuration of social media profiles can also boost SEO.
SOCIAL BOOKMARKING: Social bookmarking is not as popular as it used to be in the past but it is still a good way to get traffic to your website. Depending on your niche you can find web sites like reddit, stumbleupon, scoop and delicious (to name a few) to promote your content.
2.) ON PAGE SEARCH ENGINE OPTIMIZATION: On Page SEO refers to settings you can apply on your website so that it is optimized for search engines. The most important On-Page SEO tips are:
BUYER PERSONA: A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
COMPETITOR ANALYSIS: Once you have the potential competitors that you have gathered from different relevant sources it's time to validate them, by analyzing and filtering which of those are really already ranking, and to which degree, for the same keywords that you're targeting.
KEYWORD RESEARCH: Keyword research is a critical component for search engine optimization because when used correctly it provides a road map for both the design and execution of building websites and developing content. Keywords are usually broken up and grouped based on the number of words within the query phrases.
HAVING OPTIMIZED TITLES AND DESCRIPTIONS: Titles are often used on search engine result pages to display snippets of a given page, and are important for both SEO and social sharing. Google typically displays the first 50-60 characters of a title tag. Description is the content shown in the search results to improve the CTR(Click Through Rate). Its character limit is 150-160 characters.
PROPER URL STRUCTURES: According to Search Engine Algorithm, the URL structure should always be SEO-friendly and user- friendly by using the search term.
301 REDIRECTION: A redirect is a way to send both users and search engines to a different URL from the one they originally requested. A 301 redirect is a permanent redirect which passes between 90-99% of ranking power to the redirected page.
TEXT FORMATTING: Using your target keyword in Header tags will improve the Search engine visibility for your target keyword. Most commonly used header tags are: H1, H2 and H3.
Use of H1 tags: Title of your post is a H1 tag. A post should have only one title tag as far as SEO is concerned. Using more than One H1 tag is not recommended. Use of H2 tags: You can have more than one H2 tag in your post. However don’t use your keyword for all H2 headings, instead use the keyword in 1-2 H2 tags and try to have LSI keywords other H2 heading. The post should look natural. Use of H3 tags: The usage guidelines are same as mentioned above for H2 tags.
- IMAGE OPTIMIZATION:
Image should be relevant to the content. Most of the search engines are text based i., they cannot read images and videos. The Alternate Tag(alt tag) not only tells the SEs that there is an image placed here but also informs it about the topic of the image. It is important to keep the images low in bytes.
CUSTOM 404 PAGES: A good custom 404 page will help people find the information they are looking for as well as providing other helpful content and encouraging them to explore your site further.
MOBILE FRIENDLY WEBSITE AND LOADING SPEED: A mobile friendly website is one that displays correctly on handheld devices such as smart phones, iPhones, iPads and tablets. A website should be mobile friendly because it’s what the customers want & they expect you to provide it, Google may penalize you if you don’t have one you’ll lose business.
URL CANONICALIZATION: If you have two or more pages resulting in the same content, the bots will assume that one is a duplicate copy of the other. It can even get our website penalized. To avoid this, we use the following in the head tag: <link rel=”canonical” href=” ”>
BROKEN LINKS: Broken links are links that don’t work. Some reasons why broken links don’t work are : ➔A website is no longer available. ➔ A webpage was moved without a redirect being added. ➔ The URL structure of a website was changed. If you click on a broken link, you’ll see a 404 page error or similar message explaining the webpage is not available.
W3C (WORLD WIDE WEB CONSORTIUM) VALIDATION: It was developed to continue to develop and maintain web standards. It’s important that your website is W3C validated to ensure the site works properly on your browser as well as the other major browsers.
GOOGLE SEARCH CONSOLE: Google Search Console is a free service offered by Google that helps you monitor and maintain your site’s presence in Google Search Results. You don’t have to sign up for your Search Console for your site to be included in Google’s Search Results, but doing so will keep you understand how Google views your site and optimize its performance in search results.
GOOGLE ANALYTICS: In Google Analytics, you can find the overview of your traffic in the Audience section. This tells you how many sessions there were on your website in a given time period. However, this doesn’t tell you which part of that traffic results from your SEO efforts. It just shows you all traffic to your site. To find the traffic that’s coming directly from search engines (called ‘organic’ in Google Analytics), you’ll need to go to “All Traffic” in “Acquisition” tab.
If you want a view that’s a bit more precise, you can click the pie chart icon to see exact numbers and percentages of the total. And if you want to see all the organic traffic combined into one, simply click the medium tab. Of course you can again plot the row for the line graph here as well.
Minor Projectarjun - simple project file
Course: Fundamentals of Computer and IT Laboratory (UGCA1906)
University: I. K. Gujral Punjab Technical University
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