Learn Basicsof

Digital Marketing

Vol. 4 – HOW TO STARTByAmit Ranjan

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When we have to work on any site, we have to follow some basic steps. Those steps are mentioned below:

Questionnaire

Competitor analysis

Keyword Research

On page Optimization

Social Media Analysis

Off page Optimization

Site Monitoring

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4.1 QUESTIONNAIRE

• Owner’s Name• Company Name• Director/CEO/Manager• Web Address• Email address for

marketing• Office Phone Number• Toll Free Number• Any other web

addresses (URLs) used that point to main site

• Online competitors

• How old is the domain• Info about running

any Pay-per-Click (PPC) marketing campaigns with Google

• Has any SEO been conducted to date

• A brief overview of your business.

• Search marketing objectives

• Budget for the Initial Site Optimization

• Budget for SEO going forward

• Geographical target market

• Targeted keywords• Are there any major

site developments or re-designs pending?

• Website Hosting detail

• FTP access or Google Webmaster tools

• Does the site have any dynamic pages

• CMS Access• Social Media Access

It is a formal document with all your client’s information needed to start SEO work. The fields mentioned below may vary:

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4.2 COMPETITOR ANALYSIS

• Define your industry - scope and nature of the industry

• Determine who your competitors are• Determine who your customers are and what benefits they expect

• Determine what the key success factors are in your industry

Competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors. It provides both an offensive and defensive strategic context to identify opportunities and threats.

One common and useful technique is constructing a competitor array. The steps include:

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A common technique is to create detailed profiles on each of your major competitors. These profiles give an in-depth description of the competitor's background, finances, products, markets, facilities, personnel, and strategies.

Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.

In addition to analyzing current competitors, it is necessary to estimate future competitive threats.

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4.3 KEYWORD RESEARCH

SEO is entirely based on the words typed by anyone on search box of a search engine for expected result and that is keywords. Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website.

It's not always about getting visitors to your site, but about getting the right kind of visitors.

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• Ask Yourself• Search for the term/phrase in the major engines• Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter

• Understand the long tail of keyword Demand

To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.

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• Google Keyword Planner• Serpstat• Keyword IO• Ubersuggest• Wordstream

• SEO Book• Keyword Discovery• Word Tracker• Bing Ads Intelligence

Following are some most popular and best tools for keyword research:

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4.4 ON PAGE OPTIMIZATION

On page optimization refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. On page optimization include actual HTML code, meta tags, keyword placement, keyword density, URL structure, Body tags (H1, H2, H3,…), Internal Linking and Image Optimization.

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• Wordstream• Keyword Eye Basic• YouTube Keyword

Tool• Ubersuggest• Anchor Text Over

Optimization Tool• Convert Word

Documents to Clean HTML

• Copyscape• Xenu's Link Sleuth• Robots.txt

Generator

• Robots.txt Checker• URI Valet• Title and

Description Optimization Tool

• Image SEO Tool• Schema Creator• Google Snippet

Preview• Structured Data

Testing Tool• XML Sitemap

Generators• XML Sitemap

Inspector• Pingdom Website

Speed Tool• Fiddler• Microsoft Free SEO

Toolkit• Marketing Ninjas

On-Page Optimization Tool

Following are some most popular and best tools for on page Optimization:

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4.5 SOCIAL MEDIA ANALYSISSocial media analysis refers to understanding, measuring and monitoring social media for your business. Every online business needs a social media platform to share its products or services’ information among a mass number of customers. But not every social media platform is ideal for every business.

So, first we have to understand which social media platform is best for our business.

Measure our strength by analyzing our competitor’s social media.

Monitor every query and user interest on our social media with their solution.

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• Buffer• Followerwonk• ViralWoot• Iconosquare• Collecto• Google Analytics• SumAll• Quintly

• Cyfe• Tailwind• Beevolve• Keyhole• Klout• Riffle• My Top Tweet• HowSociable

• SocialBro• Tweetreach• WolframAlpha

Facebook Report

Following are some most popular and best tools for Social Media Analysis:

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4.6 OFF PAGE OPTIMIZATION

Off page optimization refers to factors that have an effect on your Web site or Web page listing in natural search results. These factors are off-site in that they are not controlled by you or the coding on your page. It is basically depends on the promotion methods for the purpose of ranking a website higher in the search results.

It’s all about what other websites are saying about you. It is a long-term process and takes time to improve. It’s all about your online reputation.

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• Link Building or Acquiring backlinks• Social Engagements• Content Promotion • Social Bookmarking

Following are the activities which required to improve your online reputation:

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4.7 SITE MONITORING

Site Monitoring is a continuous process in which we have to check our websites regularly for any errors, Social Medias for any customer queries or reviews and off page for any broken links, new backlinks.

We also monitor our ranking on search engine results for the appropriate keywords and visits which site is getting regularly.

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• UptimeRobot• Pingdom• Mon.itor.us• InternetSeer• Uptrends• BasicState• Montastic

• Are My Sites Up?• Site24x7• 100Pulse• StatusCake• Alertra

Following are some popular, best and free tools for site monitoring:

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