DIGITAL MARKETING TRAINING

Page 1
 INDEX
SR. NO. TITLE PAGE NO.
1. DIGITAL MARKETING……………………………………………………………..………7
 What is marketing?
 What is Digital Marketing?
 Diff between Digital Marketing Vs Traditional Marketing
 What do you know about Google?
 How Search Engine works?
 Facts about Google
 Crawling
 Indexing
 Processing
 Ranking Factors of Google
 Search Engine Updates (Panda & Penguin Update)

2. INTRODUCTION TO WEBSITE DEVELOPMENT………………………….…….12

 Types of Websites
 Static
 Dynamic
 Basics of HTML / CSS
 What is Java Script?
 What is CMS?
 Why WordPress CMS?
 Word Press Installation on Server
 Understanding the Dashboard
 Changing the default Settings
 Installing and customizing themes
 Content management in WP
 Creating categories, pages and posts
 Adding menu to site
 Adding widgets to site
 Installing useful plugins for site features
 SEO specific plugins

3. SEARCH ENGINE OPTIMIZATION……………………………………………………28

 What is Search Engine?
 Type of Search Engines
 What is Search Engine Optimization?
 Search Engine Optimization Type

Page 2
  Black Hat SEO
 White Hat SEO
 Gray Hat SEO
 SEO Life Cycle
 Requirement Gathering
 Keyword Research/ Placement
 Competition Analysis
 On Page Optimization / Ranking Factors
 Off Page Optimization / Ranking Factors
 Difference between Organic and Inorganic
 What are Search Operators?
 What are Keywords?
 Types of keywords
 Primary
 Secondary
 Long Tail Keyword
 Keyword Research Tools
 Keyword Planner tool

4. ON PAGE………………………………………………………………………………….……39
 Initial Site Analysis
 Competition Analysis
 Keyword Placement
 Title/Description/Keyword/Other Meta Tags Development
 Site (URL) Structure Analysis
 URL renaming/re-writing
 H1, H2, H3 Tags
 Anchor Text
 Image Optimization
 Use of robots.txt
 HTML Validation
 Doorway Pages
 Invisible Text
 Cloaking
 XML Sitemap
 HTML Sitemap
 Canonical Implementation
 Understanding 301, 302, 404 Response code
 Domain names and Exact match domain concept.
 Internal Link Strategy
 Footer Optimization
 Keyword density
 Keyword Effectiveness index

Page 3
5. OFF PAGE………………………………………………………………………………………51
 What is Domain Authority?
 How to Increase Domain Authority
 What is Page Authority?
 Page Rank
 What is Page rank
 How to increase Page Rank
 Backlinks
 What are backlinks
 Types of Backlinks
• DoFollow
• NoFollow
 Link Building
 What is Link Building
 Types of Link Building
 One Way links
 Two Way links
 Three Way Links
 The importance of Links for SEO
 Link Wheel
 Directory Submission
 Type of directories
 Article Marketing
 Submitting Press Releases
 Business Directories
 Local Classifieds
 Blog Creation and promotion
 Blog Comments
 Local and regional search engines
 Forum & QnA
 Social bookmarking
 Search Engine Submissions
 Sitemap Submission

6. GOOGLE WEBMASTER TOOL…………………………………………………………63

 Adding a Site and Verification Process
 Configuration
 Settings
 Geographic Settings
 Website Health
 Crawl Errors
 Crawl Stats
 Google Fetch
 Robots.txt tester Blocking the Crawler and blocked pages

Page 4
  Traffic
 URL Parameters
 Search Queries
 Links to Site / Internal Links
 Sitemaps
 Remove URLS from index
 HTML Suggestions
 Content Keywords
 Structured Data
 Data Highlighter
 Schema.Org

7. GOOGLE ANALYTICS……………………………………………………………….……..70
 Introduction
 How Analytics tool works
 Cookie Tracking
 Get started with Google Analytics
 Account Creation
 Get tracking ID & add in website
 What is Bounce Rate?
 How to reduce bounce rate
 Integrate Adwords & analytics Account
 Measure performance of campaigns via analytics
 Understanding Filters & segments

8. REPORTING AND ANALYSIS TOOLS…………………………………………………78

 Website Analysis Tools
 Keyword Density Checker
 Broken link Checker tool
 Spider simulator tool

9. SOCIAL MEDIA OPTIMIZATION……………………………………………………….80

 What is Social Media?
 Understanding its importance
 Social Media Marketing
 What is viral marketing & importance?
 Marketing in social networking websites
 Blogging
 Facebook
 Twitter
 LinkedIn
 YouTube
 SlideShare
 Social Media Management Tool (SMMT)

Page 5
10. EMAIL MARKETING…………………………………………………………………..….91
 How Email works
 Challenges while sending bulk emails
 Email marketing Tools

11. ECOMMERCE MARKETING………………………………………………………..….99

 What is ecommerce marketing?
 Ecommerce Websites overview
 SEO Strategy for Ecommerce website
 Affiliate Marketing for Ecommerce marketing

12. SEARCH ENGINE MARKETING………………………………………………………102

 Search Engine Marketing Overview
 Introduction to Google AdWords
 Navigating through Google
 Understanding Google AdWords Structure
 Working with Keywords

Page 6
 DIGITAL MARKETING
WHAT IS MARKETING?

Marketing can be defined as the action or business of promoting and selling products or
services. It includes market research and advertising.

WHAT IS DIGITAL MARKETING?

Digital Marketing is one of medium through which one can promote their products or brands
via one or more forms of electronic media. For example, advertising mediums that might be
used as part of the digital marketing strategy of a business could include promotional efforts
made via the Internet, social media, mobile phones and electronic Media.

Digital marketing is a broad term that refers to various promotional techniques deployed to
reach customers via digital technologies.

Digital marketing includes a raft of Internet marketing techniques, such as search engine
optimization (SEO), search engine marketing (SEM) and link building. Digital Marketing is
categorized in two different terms:

1. Organic search results are result listings for which you don’t spend money. You have to
optimize your website properly to get a good place in those listings. E.g. in Google, 10
results appears on the single page that is called organic search results.

2. Inorganic search results or paid listings or sponsored listings are those for which you buy
keywords to rank for. E.g. in Google 2-5 results on the right hand side and 2-3 results on the
top of the page (usually with light yellow background) are paid listings.

Page 7
DIFF BETWEEN DIGITAL MARKETING VS TRADITIONAL MARKETING

1. Traditional marketing includes all the advertising methods that have been used in the
recent past. This may include business cards, print ads in magazines or newspapers, posters,
radio, television commercials, brochures and billboards. Digital marketing may include
things such as a website, banner ads, social media mentions, or YouTube videos just to
name a few.
2. Traditional marketing creates limited awareness about brands or products while digital
marketing is revolutionary marketing which consists of advanced features.
3. Traditional marketing a business can reach a specific target audience that may not have
Internet access and this may be the only way to reach a certain audience. In contrast to this,
with digital marketing a large target audience can be reached. Small businesses can
compete with bigger ones as any size can gain access to a range of digital tools.

WHAT DO YOU KNOW ABOUT GOOGLE?

Google is the world’s most popular search engine. It began as a search project in 1996 by Larry
Page and Sergey Brin, who were two Ph.D. students at Stanford University. They developed a
search engine algorithm that ranked Web pages not just by content and keywords, but by how
many other Web pages linked to each page. This strategy produced more useful results than
other search engines, and led to a rapid increase in Google’s Web search market share. The
Google ranking algorithm was later named “PageRank” and was patented in September of
2001. In only a short time, Google became the number one search engine in the world.

According to Google’s website, the company’s mission is to “organize the world’s information
and make it universally accessible and useful.” While the Web search remains Google’s primary
tool for helping user’s access information, the company offers several other services as well.
Some of these include:
 Froogle – price comparison shopping
 Image Search – search for images on the Web
 Google Groups – online discussion forums
 Google Answers – answers to questions based on a bidding system
 Google Maps – maps and directions
 Google Toolbar – a downloadable search tool
 Blogger – a free blogging service
 Gmail – Web-based e-mail with several gigabytes of storage
 AdWords – Advertising services for advertisers
 AdSense – Advertising services for Web publishers

Page 8
HOW SEARCH ENGINE WORKS?

Unlike humans, search engines are
particular site items (mainly text) to
not the most precise because as we
order to deliver search results
and retrieving.
text-driven. Search engines crawls the Web, looking at
get an idea what a site is about. This brief explanation is
will see next, search engines perform several activities in
– crawling, indexing, processing, calculating relevancy,

1. Crawling
First, search engines crawls the Web to see what is there. This task is performed by a piece of
software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow
links from one page to another and index everything they find on their way.
2. Indexing
After a page is crawled, the next step is to index its content. The indexed page is stored in a
giant database, from where it can later be retrieved. Essentially, the process of indexing is
identifying the words and expressions that best describe the page and assigning the page to
particular keywords.

3. Retrieving
When a search request comes, the search engine processes it – i.e. it compares the search
string in the search request with the indexed pages in the database. The last step in search
engines’ activity is retrieving the results. Basically, it is nothing more than simply displaying
them in the browser – i.e. the endless pages of search results that are sorted from the most
relevant to the least relevant sites.

RANKING FACTORS OF GOOGLE

Ranking factor of website depends on 250 parameters of Google. Following are some of the
factors:
 Keyword in Title
1. Keyword in Title must limited to 60 to 70 characters.
2. Keyword in Title creates positivity to user.
 Relevance
1. It is the term used to describe how connected or applicable the SERP is to the keyword.
2. Relevance if the Search Query within the Title
3. Relevance if the Search Query with the SERP Description
4. Content Relevance with respect to the Query
5. Relevance of the internal, outbound & incoming links with search key words.
 Page Rank
Page Rank is one of the factors used by Google to determine the ranking of a page. A high page
rank does not mean high SERP ranking. Ranking is given from 0 to 10 otherwise it is denoted as
‘unranked’.

Page 9
 Quality Links
The popularity of targeted page is increases with every other page the reference it. It is not the
number; it is the quality of the linking document. Not all incoming links are treated equal.
 Content
The proximity and length of the content should be good enough to understand.
 Site / Domain Age
 Keywords
1. in Content
2. in Meta Tags
3. in Anchor Texts
4. in Menus and Description
5. in Alt Image Tag
6. In URL’s
7. in Folder Name
 Links from Authority Sites
Any link from academics & education journal indicates an expert & authority status for the site.
This is given a very high importance by the search engines.
 Links from Blogs
1. References in major blogs are a proof of site maturity in terms of content & authority.
2. This improves the reputation & perception of the site visitors.
3. Search engines offer blog search capability to users.
 Site / Domain Age
1. The longer a site is existing, the better the scrutiny & quality of the contents.
2. The greater the domain age, the more exhaustive the content of the site.
A long standing domain will have more quality inbound links and thus a higher PR & SERP ranks.

SEARCH ENGINE UPDATES

Panda Update and its Importance

The SEO community has been a buzz this past week with the latest update from Google, named
Penguin. Penguin came down the pipeline last week, right on the tail of the latest Panda
update. Since most of the big updates in the past year have been focused on Panda, many site
owners are left wondering what the real differences between Panda and Penguin are. Here is a
breakdown.

According to Google’s official blog post when Panda launched, This update is designed to
reduce rankings for low-quality sites—sites which are low-value add for users, copy content
from other websites or sites that are just not very useful. At the same time, it will provide
better rankings for high-quality sites—sites with original content and information such as
research, in-depth reports, thoughtful analysis and so on.

Page 10
Basically, Panda updates are designed to target pages that aren’t necessarily spam but aren’t
great quality. This was the first ever penalty that went after “thin content,” and the sites that
were hit hardest by the first Panda update were content farms (hence why it was originally
called the Farmer update), where users could publish dozens of low-quality, keyword stuffed
articles that offered little to no real value for the reader. Many publishers would submit the
same article to a bunch of these content farms just to get extra links.

Panda is a site wide penalty, which means that if “enough” (no specific number) pages of your
site were flagged for having thin content, your entire site could be penalized. Panda was also
intended to stop scrappers (sites that would republish other company’s content) from
outranking the original author’s content.

Penguin Update and its importance

The Google Penguin Update launched on April 24. According to the Google blog, Penguin is an
“important algorithm change targeted at web spam. The change will decrease rankings for sites
that we believe are violating Google’s existing quality guidelines.” Google mentions that typical
black hat SEO tactics like keyword stuffing (long considered web spam) would get a site in
trouble, but less obvious tactics (link incorporating irrelevant outgoing links into a page of
content) would also cause Penguin to flag your site. Says Google,

Sites affected by this change might not be easily recognizable as spamming without deep
analysis or expertise, but the common thread is that these sites are doing much more than
white hat SEO; we believe they are engaging in web spam tactics to manipulate search engine
rankings.
Site owners should be sure to check their Google Webmaster accounts for any messages from
Google warning about your past spam activity and a potential penalty. Google says that Penguin
has impacted about 3.1% of queries (compared to Panda 1.0’s 12%). If you saw major traffic
losses between April 24th and April 25th, chances are Penguin is the culprit, even though Panda
3.5 came out around the same time.

It’s important to remember that Panda is an algorithm update, not a manual penalty. A
reconsideration request to Google won’t make much a difference–you’ll have to repair your site
and wait for a refresh before your site will recover. As always do not panic if you are seeing a
down turn in traffic, in the past when there is a major Google update like these things often
rebound. If you do think you have some sort of SEO penalty as a result of either the Google
Panda or Google Penguin updates, please contact your SEO service provider to help or start
trouble shooting.

Page 11
 I NTRODUCTION T W O EBSITE D EVELOPEMENT

This hands-on practical introduces you to the basic principles of Web site design and authoring
using HTML. You will then use FrontPage to create your web page or site and publish it to the
World Wide Web for viewing.

Objectives
 Understand and apply design principles when creating and modifying a Web site.
 Recognize HTML and Web terminology such as hypertext, tags, browser, and HTML.
 Identify the basic structure of an HTML document and create a simple Web page using
HTML.
 Create a new Web site or modify an existing website using FrontPage.
 Use tables to design the layout of a Web page.
 Understand how typography works on the Web and format fonts and paragraphs..
 Set Web page properties such as background colors and images.
 Understand graphic formats for Web pages; insert graphics, modify picture properties

TYPES OF WEBSITES

 Static
This is a static website as it can’t be changed in the future. A static website means that the
pages that are used in the website are coded in a special language for the computer, this is
called HTML and every time you go on the website it’s still there. Having a static website means
that it’s a bog standard website and you can’t really do fun things on it or make it look that
interactive. Once you have placed an image on your website you cannot remove that image or
move it. On a static website there isn’t a lot on it as you can’t really do much on the website
because it’s not varied

 Dynamic
This is a dynamic website as you can change the website over and over again until it’s how you
would like it. A dynamic website means that all of the information that is on the website is
fetched from a server and then all put together again for you to view again and again. You can
also change the layout of the website overtime if you think it is getting out dated. Once you
have created a dynamic websites you can upload photos or logos on your website and then you
can change them over and over again. This website has a lot of interactivity on it and allows you
do so much on one website.

Page 12
BASICS OF HTML / CSS

An acronym for Hypertext Markup Language, HTML is the language used to create web
documents. Contrary to popular notion, HTML is not a programming language. It is simply a set
of codes that define the layout and content of a web page so that they can be read and
displayed by a web browser. A non-proprietary language, HTML can be created by a simple text
editor as well as a sophisticated web authoring tool like FrontPage.
The World Wide Web Consortium, also known as the W3C, monitors the development of HTML.
As new features are added and obsolete ones deprecated (removed), it is assigned version
numbers. The most recent version is HTML 5.

A basic HTML document would look something like this:

<HTML>
<HEAD>
<TITLE>A Simple HTML Example</TITLE>
</HEAD>
<BODY>
Welcome to the world of HTML. This is the first paragraph.
</BODY>
</HTML>

WHAT IS JAVA SCRIPT?

A scripting language developed by Netscape to enable Web authors to design interactive sites.
Although it shares many of the features and structures of the full Java language, it was
developed independently. Javascript can interact with HTML source code, enabling Web
authors to spice up their sites with dynamic content. JavaScript is endorsed by a number of
software companies and is an open language that anyone can use without purchasing a license.
It is supported by recent browsers from Netscape and Microsoft, though Internet Explorer
supports only a subset, which Microsoft calls Jscript.

JavaScript support is built right into all the major web browsers, including Internet Explorer,
Firefox and Safari. Provided that the visitors to your site are using web browsers that support
JavaScript (most do) and have JavaScript enabled (it is by default), then your JavaScript will run
when they visit the page.

WHAT IS CMS?

A content management system (CMS) is a system used to manage the content of a Web site.
Typically, a CMS consists of two elements: the content management application (CMA) and the
content delivery application (CDA). The CMA element allows the content manager or author,
who may not know Hypertext Markup Language (HTML), to manage the creation, modification,

Page 13
and removal of content from a Web site without needing the expertise of a Webmaster. The
CDA element uses and compiles that information to update the Web site. The features of a CMS
system vary, but most include Web-based publishing, format management, revision control,
and indexing, search, and retrieval.

WHY WORDPRESS CMS?

WordPress is an Open Source project, which means there are hundreds of people all over the
world working on it. (More than most commercial platforms) It also means you are free to use
it for anything from your recipe site to a Fortune 500 web site without paying anyone a license
fee and a number of other important freedoms. On this site you can download and install a
software script called WordPress. To do this you need a web host who meets the minimum
requirements and a little time. WordPress is completely customizable and can be used for
almost anything. There is also a service called WordPress.com which lets you get started with a
new and free WordPress-based blog in seconds, but varies in several ways and is less flexible
than the WordPress you download and install yourself.

WORD PRESS INSTALLATION ON SERVER

WordPress is well-known for its ease of installation. Under most circumstances, installing
WordPress is a very simple process and takes less than five minutes to complete. Many web
hosts now offer tools (e.g. Fantastico) to automatically install WordPress for you. However, if
you wish to install WordPress yourself, the following guide will help. Now with Automatic
Upgrade, upgrading is even easier.

Things You Need to Do to Install WordPress

Here's the quick version of the instructions for those who are already comfortable with
performing such installations. More detailed instructions follow.
 If you are not comfortable with renaming files, step 3 is optional and you can skip it as the
install program will create the wp-config.php file for you.
 Download and unzip the WordPress package if you haven't already.
 Create a database for WordPress on your web server, as well as a MySQL user who has all
privileges for accessing and modifying it.
 (Optional) Find and rename wp-config-sample.php to wp-config.php, then edit the file (see
Editing wp-config.php) and add your database information.
 Upload the WordPress files to the desired location on your web server:
 If you want to integrate WordPress into the root of your domain (e.g. http://example.com/),
move or upload all contents of the unzipped WordPress directory (excluding the WordPress
directory itself) into the root directory of your web server.
 If you want to have your WordPress installation in its own subdirectory on your website
(e.g. http://example.com/blog/), create the blog directory on your server and upload the
contents of the unzipped WordPress package to the directory via FTP.

Page 14
 Note: If your FTP client has an option to convert file names to lower case, make sure it's
disabled.
 Run the WordPress installation script by accessing the URL in a web browser. This should be
the URL where you uploaded the WordPress files.
 If you installed WordPress in the root directory, you should visit: http://example.com/
 If you installed WordPress in its own subdirectory called blog, for example, you should visit:
http://example.com/blog/
 That's it! WordPress should now be installed

UNDERSTANDING THE DASHBOARD

The Dashboard is the first screen you see when you log into the administration area of your
blog.

The main idea of the dashboard is to give you a place where you can get an at-a-glance
overview of what’s happening with your blog. You can catch up on news, view your draft posts,
see who’s linking to you or how popular your content’s been, quickly put out a no-frills post, or
check out and moderate your latest comments. It’s like a bird’s eye view of operations, from
which you can swoop down into the particular details.

DASHBOARD
The Dashboard contains the following modules:
 At a Glance
 Quick Draft
 Activity
 Your Stuff
 What’s Hot
 Stats

Page 15
At a Glance
The At a Glance module is exactly what it sounds like! It offers an “at-a-glance” look at your
blog’s posts, pages, comments, theme, and spam. Click on the links and you’ll be taken to the
associated screen. There is a count of your total comments and spam caught by Akismet. You
can also click on the numbers to load the appropriate comments screen.

Quick Draft
Quick Draft is a mini-post editor that allows instant content creation from the Dashboard. You
can include a title and body text in the post, and save it as a Draft. For additional options such
as adding categories or setting a future publish date, you should use the Add New Post screen.
Below displays links to your most recent drafts, allowing one-click access from the Dashboard. If
you click on any one of them you will be taken directly to edit that post.

Page 16
Activity
The module has a lot of new functionality to make working with comments quick and easy from
the Dashboard.

Page 17
If you hover your mouse over one of the listed comments, action links will appear, letting you
Approve/Unapproved, Reply, Edit, See the History, Mark as Spam, or Trash.

If you click on the Reply action link, a form will appear, letting you reply to the comment
directly from the Dashboard.

Your Stuff
The Your Stuff module displays links to your recent activity on WordPress.com. The module will
display links to comments you’ve left on other WordPress.com blogs as well as links to posts on
any of your blogs where you’ve recently made changes.

Page 18
What's Hot
What’s Hot is a module to show links to:
 Recent posts from the WordPress.com News blog
 Top WordPress.com blogs
 Top Posts from around WordPress.com
 Latest Posts

Stats
The Stats module is a favorite of many users. It’ll show you a graph of your blog’s traffic as well
as links to some popular areas of your blog. The graph works just like the graphs on the Site
Stats screens, so you can click a point to see more information about that day’s traffic.

Page 19
CHANGING THE DEFAULT SETTINGS

Settings
The Settings menu of your blog is where you will configure everything about how the blog
works and functions.

Personal Settings
Manage your WordPress.com account personal settings, including instant post feedback, the
dashboard color scheme, keyboard shortcuts for comment moderation, Twitter API, browser
connection (toggle HTTPS), interface language, primary blog, proofreading, credit card details,
edit your account username and email address (pertinent for account access, upgrade
notifications, and ownership), website URL, and update your account password

Image Settings
You can customize a variety of settings for each and every image uploaded to your
WordPress.com blog’s media library. There are a few ways in which you can access the settings
for your images, which are all outlined in this support doc.

Writing Settings
The Writing Settings control your WordPress writing experience. To change your site’s writing
settings: Go to the Writing Settings page. Select your site to open the Writing settings tab.
Writing Settings The Default Post Category lets you select the category to be applied to a post if
you forget to assign categories before publishing. Learn more about categories here.

Discussion Settings
Discussion Settings are used to control how visitors and other blogs interact with your site.
Covers managing your default article settings, other comment settings, email notifications,
requirements before a comment appears, comment moderation, comment blacklist, replying to
comments via email, following comments for a post or page, following a blog, if avatars and
Gravatar Hovercards are displayed, and the comment form prompt.

Page 20
Media Settings
The Media Settings allows you to control how your media is displayed. These settings can be
found on the Settings -> Media page. Image Sizes Image sizes allows you to change the
maximum dimensions of images that are displayed on posts and pages. When setting a
thumbnail size, the image will be cropped and resized

Account Settings
You can review and edit basic account information in Account Settings. To go to Account
Settings, click on your Gravatar in the upper right-hand corner of your admin bar. Here is a
direct link to Account Settings: https://wordpress.com/me/account Account Settings Username
Your WordPress.com username must be unique. You can change your username by typing in a
new one into
Find a Setting
All types of goodies can be found in the last couple sections of the bottom left hand side of your
dashboard. We’ve listed some of the most useful tasks below. Adding Plugins & Uploading
Themes Adding plugins and uploading themes are features unique to self-hosted installations of
the WordPress.org software. We don’t allow them here […]

Language Settings
There are two different language settings here at WordPress.com: your blog's language and the
interface language, which are both, explain in this Support page.

Reading Settings
The Reading Settings control how your blog is displayed to visitors. You can access it via your
Settings -> Reading page

INSTALLING AND CUSTOMIZING THEMES

A theme controls the general look and feel of your site including things like page layout, widget
locations, and default font and color choices. WordPress.com has a wide range of themes for
you to choose from in the Theme Showcase where each theme has an about page that
includes features and instructions. New themes are always being added, so click on the
Trending view in the Theme Showcase to see what’s new and popular. You can change your
theme as often as you like.

Here’s an example of a theme, Pictorico:

Page 21
Activate a Theme
To activate a theme, visit Appearance → Themes in any site’s dashboard or from the Theme
Showcase and click the Activate button.
The active theme will have a Customize button and will be listed first.

Please note that the currently selected theme will not appear in the results when browsing or
searching for other themes.

↑ Table of Contents ↑

Browse Themes
To view all 360 themes available, visit the Theme Showcase or access
theAppearance → Themes menu option in your site’s dashboard. If you do not see
theAppearance menu option, this means that you are not an administrator on the site.

Page 22
You can sort themes by clicking the links for Trending, Popular, and Newest at the top left of
the page, and you can filter those results for Free or Premium using the links at the top right.
Additional filters are available in the Theme Showcase for popular types of themes such as
photography, food, music, portfolio, business, and more. You can also filter by feature, such as
Custom Header or Post Slider, or by layout, color, or price.
Search Themes

Looking for a particular theme or a feature? Enter your keyword in the search box, and you’ll
only be shown themes that match.

The search is real time and the count number shows the number of themes that match your
search criteria. Note that the search results will be sorted according to your viewing mode, such
as Trending.

CONTENT MANAGEMENT IN WP

Site Redirect
Are you leaving WordPress.com? Would you like to redirect yourblogname.wordpress.com (as
well as all of your permalinks) to your new domain name? Have you recently changed your blog
address and need to redirect traffic to the new name? The Site Redirect upgrade lets you do
just that — and managing the redirect couldn't be easier.

Flickr Photos
Flickr is a web-based photo management application which allows users to upload, organize,
and share their favourite photos. It takes care of your image resizing, allows you to tag your
photos, and even enables visitors to submit notes and comments on each photo. What’s more,
with just a few clicks, you can post a photo

Contact Form
A contact form is a great way to offer your readers the ability to get in touch, without giving out
your personal email address. Messages are also filtered by Akismet! You can customize the
contact form with multiple fields, change the email address where you'll be notified, and mark
feedbacks as spam from your dashboard.

Comments
Comments are a way for visitors to add feedback to your posts and pages. If you choose to
enable comments for your posts, then a comment form will appear at the bottom of the posts
and people can respond to what you have written.

Page 23
Custom DNS
If you've mapped a domain to your WordPress.com blog, you can use Custom DNS records to
make your domain compatible with other services not hosted at WordPress.com, such as an
email provider. Learn how to add these custom DNS records here.

Inviting Contributors, Followers, and Viewers

If you’d like to invite others to publish posts or help approve comments on your blog, you can
invite them to be a Contributor, Editor, or Author. If you want users to receive updates each
time you publish new content you can invite them to be a follower/viewer.

Adding Google Apps to Your Site

WordPress.com has partnered with Google to make integrating Google Apps into your site as
easy as possible. You can find directions for other email providers on our main Add Email page.
Purchasing Google Apps Start on the Domains page,which is here:
https://wordpress.com/domains/ Click the Register a New Domain button. Enter the domain
you would like

Following Blogs
When you follow a blog on WordPress.com, all new posts from that site will appear in your
Reader, where you can view all the latest posts published across all the blogs you follow. You’ll
also receive notifications of new posts by email. This support doc outlines the various ways to
follow new blogs and manage the ones you currently follow.

Windows Live Writer

Windows Live Writer (WLW) is a blog publishing application developed by Microsoft. It is
compatible with WordPress.com, giving our users an easy and convenient way to manage and
compose their blog posts. WLW has many features that make blog writing a breeze: Add
multiple blogs from different accounts WYSIWYG editor to give you an instant

Translation FAQ
Getting Started Who translates WordPress.com? How can I get involved? Anyone can help by
suggesting new translations. Thanks for helping us spread the awesomeness of WordPress.com
around the world! What do I get out of it? Our undying gratitude, deeper knowledge of
WordPress.com, UI in your language, helping other bloggers who also speak your language.

CREATING CATEGORIES, PAGES AND POSTS

Category Pages
You can use a custom menu add a “tab” to your site which will display only the posts that share
the same blog category. Step 1 Add a new blog post to your site. In this example, we will create
a post about “Yoga.” Next Step

Page 24
Deleted Posts and Pages
The Trash feature allows you to remove items without permanently deleting them. If you have
previously moved an item to your trash folder, you can restore it within 30 days from the time
the item was trashed. After 30 days the posts in trash will be automatically permanently
deleted. Another user deleted the post or page

Adding Images to Posts or Pages

Images are a great way to add some color to your posts and break up blocks of text. Learn how
to add images straight to your posts from your computer, another website, or from your Media
Library.

ADDING MENU TO SITE

Custom Menus
Custom Menus are a list of common links that are usually displayed as the main navigation for
your site. The menu location can vary depending on your theme, and some themes offer
additional menus such as social links menus. To add your first custom menu, follow these steps:
 Create a Custom Menu Go to Custom Menu Widget
The Custom Menu Widget allows you to display pages, categories, and custom links in your
blog’s sidebar. (To use it, you first need to create a custom menu.)

 Add a Social Links Menu

Social media icons can be displayed on your site in different ways. These small social media
buttons link to services like Twitter and Facebook, allowing visitors to quickly access your social
profiles. Some themes offer a special custom menu for adding your social media icons, and this
page explains how to set up that type

 Advanced Menu Settings

Once you have created a custom menu and added any pages, category pages, or custom links
you like, you may want to check out these advanced menu capabilities to get the most out of
your custom menu. Screen Options Adding Individual Posts, Tag Pages, and Post Format Pages
In addition to Pages, Links, and Categories

ADDING WIDGETS TO SITE

Widgets
Widget is a fancy word for tools or content that you can add, arrange, and remove from the
sidebar(s) of your blog. Widgets make it easy to customize the content of your sidebar(s). Learn
about adding, configuring, and removing widgets, and see all the widgets we offer. Also,
manage your widgets using accessibility mode, and troubleshoot widgets.

Page 25
Open Table Widget
Open Table is a website that allows you to reserve a table with restaurants that use the service.
If you own a restaurant and would like to provide the option for visitors to book a reservation
with Open Table from your site, you will need to use the Confit Theme or Bon Vivant Theme.
Adding the Open Table Widget First, you will need

INSTALLING USEFUL PLUGINS FOR SITE FEATURES

Plugins
Plugins are tools used to extend the functionality of the WordPress platform. However, they are
only applicable to self-hosted blogs and web sites using the WordPress.org software. Plugins
are not permitted here at WordPress.com for various security reasons.

SEO SPECIFIC PLUGINS

Some Specific plugins that may help you for best seo support. Just Like.

Google Analytics
Google Analytics support on WordPress.com is available as a feature of the WordPress.com
Business plan. Visit Settings → Analytics under My Sites to enable Google Analytics.
WordPress.com has built-in stats tracking with reports that offer quick, at-a-glance views of the
traffic on your site. New posts, likes and comments are shown alongside visitor activity.

Google Integration
There are loads of cool things you can do with all of the cool services Google offers. Here are
the ways you can make the most of Google on your WordPress.com blog. Post Comments using
your Google+ Account When you want to post a comment on a WordPress.com blog, you can
post as a guest

Search Engines
This support page covers why your blog might not be in Google, how to include your blog in —
or remove your blog from — Google search results after changing your privacy settings, and
meta tags and sitemaps.

Google+ Embeds
Embedding a Google+ post to your WordPress.com post or page is as easy as pasting the URL of
the post on its own line. The Google+ post will be fully embedded into your WordPress.com
post, and will include: The title and text of the post Action buttons allowing your readers to
either +1 the Google+

Google Docs

Page 26
Google Docs is a popular service for managing documents online. You can easily embed your
Google Docs spreadsheets, documents, forms, and presentations into your WordPress.com blog
by copying and pasting the embed code. Privacy Before you share a Google Docs file, please
make sure that the document is public.

Google Calendar
Google Calendar is a free calendar application that makes it easy to keep track of life’s
important events all in one place. You can embed a Google Calendar into your WordPress.com
blog by following the steps in this support document, and you can also embed it into your
sidebar.

WordPress.com Search
All public blogs hosted by WordPress.com are indexed and can be searched via
http://search.wordpress.com/. By default search results are ordered by relevance, with the
option to sort by date. The WordPress.com search engine indexes only the body text of posts,
pages, and comments content. Searches for keywords found only in the blog name, post titles
Google Maps offers powerful, user-friendly mapping technology and local business information
— including business locations, contact information, and driving directions. You can embed a
Google Map into your WordPress.com blog using the instructions in this support doc.

Search Widget
The Search widget adds a search box to your blog sidebar or footer, allowing readers to easily
search your site for posts and pages you’ve written in the past. Here’s an example of what it
looks like in the Twenty Eleven theme: Note: Some themes have a search bar built into the
header.

Page 27
 S EARCH E NGINE O PTIMIZATION

WHAT IS SEARCH ENGINE?

Search Engine is a program that searches and identifies particular items in its database that
correspond to keywords (search query) by the user, used especially for finding particular sites
on the World Wide Web. It is a software system that is designed to search for information on
the World Wide Web. The search results are generally presented in a line of results often
referred to as search engine results pages (SERPs). The information may be a mix of web pages,
images, video and other types of files.

TYPE OF SEARCH ENGINES

There are many different types of search engines made by different companies; the most
popular ones are Bing, Yahoo, and Google. Other is listed below:
 AllTheWeb
 Teoma
 Inktomi
 AltaVista
 LookSmart
 Open Directory
 MSN Search
 AOL Search
 AskJeeves
 HotBot
 Lycos
 Netscape Search

WHAT IS SEARCH ENGINE OPTIMIZATION?

The process of maximizing the number of visitors to a particular website by ensuring that the
site appears high on the list of results returned by a search engine. Search engine optimization
(SEO) is the process of affecting the visibility of a website or a web page in a search engine's
unpaid results - often referred to as "natural," "organic," or "earned" results.

Page 28
SEARCH ENGINE OPTIMIZATION TYPE

Black Hat SEO

Black hat SEO is the use of techniques that are unacceptable to search engines to boost a
page’s position in search results. These techniques are intended to trick search engines into
giving pages higher positions in search results, and they have no benefit to site visitors. The goal
is to improve search engine result positions no matter what it takes to do it.

White Hat SEO

White hat SEO is ethical SEO. Its SEO techniques that search engines accept. White hat SEO
techniques are beneficial for site visitors as well as for search engines. The goal of white hat
SEO is to improve search engine result positions via methods that won’t cause search engines
to penalize the site. Successful white hat SEO is slower than black hat SEO and is an ongoing
process.ing for link exchanges with relevant sites (considered by some to be gray hat SEO)

Gray Hat SEO

Gray hat SEO is SEO techniques that take more risks than white hat SEO techniques but aren’t
likely to get your site banned from search engines (although a search engine penalty could
result). They’re questionable SEO techniques but not in the same category as black hat SEO
techniques. However, what’s considered gray hat SEO today might be black hat SEO next year.

SEO LIFE CYCLE?

1. KEYWORD RESEARCH

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.

So here are some ideas that will speed up your keyword research and make your search engine
optimization more effective:
 The long tail of keyword research
Long tail keywords are those three and four keyword phrases which are very specific to
whatever you are selling.
 Why SEO for profit must target groups of keywords
You know targeting keywords is important, but targeting single keywords with your SEO is
unlikely to be profitable
 How to optimize a web page using keywords
Optimizing your content – so the search engines can find it – is crucial to getting your site seen,
searched and approved by the public.
 Targeting your primary and secondary keywords

Page 29
 2. KEYWORD PLACEMENT

Where to place your keywords is going to depend on the targeting market and the search
engine that will be ranking your pages in its results.

3. COMPETITION ANALYSIS

The second step is competitor research. In this instance we are talking about SEO, but
researching your competition is important in virtually every aspect of business, even in the real
world.

In terms of SEO your main aim is to understand what your competition is doing right and also
finding areas that they could be doing better. Then adjust your approach to compete them.

4. ON PAGE OPTIMIZATION / RANKING FACTORS

On-page SEO gets left out a lot these days – it’s not that it isn’t considered important, just that
it ‘should’ be fairly simple. You’re on-page SEO should be covered by the site architecture and
by covering a few basics:
 Page Title
 Description
 H1 Tags
 Strong Tags
 Canonical Pages
 Image Alt Tags
 Content
Etc…

5. OFF PAGE OPTIMIZATION / RANKING FACTORS

Once your site is built and laid out nicely there’s nothing to stop you building some delicious
links. I tend to do the on page SEO for the home page as a basic step and then I start looking to
build some links whilst I keep working on those other pages; adding content etc…

Page 30
DIFFERENCE BETWEEN ORGANIC AND INORGANIC

Organic Search results:

These are those results which are not paid means unpaid. In this type of search results are
shown based on their relevancy of websites which include unique content, user friendly and
website page speed. Google displays those websites to maintain their credibility and this is
what on which Google works the most.

In-Organic Search results:

This organic search result are paid which is achieved by making landing pages and run those
pages for ads like Google ads and Bing ads. But there are many technicalities in running ads like
PPC to achieve ad quality. This kind of Search result is for achieving fast result but this is not
recommended for those who look for ROI (Result on investment).

WHAT ARE SEARCH OPERATORS?

A search operator (sometimes referred to as a search parameter) is a character or string of

characters used in a search engine query to narrow the focus of the search.
Google advance search operators are useful search queries that can help you determine your
competitive environment and assess the level and degree of work that an SEO campaign
requires. Here are the Google search operators most commonly used by SEOs:

1. site:
Site: www.website.com will show you the number of pages in your website that are indexed by
Google.
If you find a large discrepancy (> 20%) between the number of web pages indexed and the
number of pages you have published, you will need to identify and resolve the technical issues
that may be blocking web crawlers.

2. Allinurl:
For a quick way to see if a specific page is indexed, you can use the allinur :
www.webpage.com query. Google will return the page in its results page if it is indexed or show
no results if it isn’t.

3. link:
Link: www.webpage.com will display all sites linking to this particular webpage. Since link
popularity is an important search engine ranking factor, it’s important to determine how many
links you have, and how many you need. You should definitely use this search query on your
competitors. It’s important to note that Google link operator has taken a huge beating from the
SEO community for its lack of accuracy.

Page 31
4. Allinanchor:
Keyword returns all the pages/sites that have links from other pages that contain those specific
keywords in link anchor text.

5. Allintitle:
Keyword returns a list of websites that contain the keyword in its title tag.

6. allintext :
Allintext: keyword tells Google to display web pages that contain that particular keyword in the
body of the page. It tends to give prominence to documents that contain the keyword at the
beginning of the body text.

7. cache:
Cache: www.webpage.com will show you the last time the Google crawled your web page and
what version of the page it has in its cache.
Cache: www.webpage.com keyword will show you the keyword or key phrases highlighted
within the cached content.

8. info :
Info: www.webpage.com shows a variety of data about that web page, such as the latest cache
date, other similar web pages, web pages that link to your site, web pages within your site and
web pages containing the your domain name.

WHAT ARE KEYWORDS?

Keywords are the words and phrases that Internet users type into search box of a search
engine, such as Google, to find what websites that match what are looking for. A keyword is
generally a word or phrase that is a topic of significance. Searchers use keywords as a way to
identify and verbalize their problem or topic in which they're looking for more information.
Businesses create content around relevant topics to their business which helps them rank and
be the content in which searchers find.

Why do you need keywords?

 Keywords are the foundation of your website content.
 Keywords help visitors and potential customers understand the purpose of your page.
 Keywords help search engines understand the purpose of your page.

TYPES OF KEYWORDS

 Primary
Primary keywords are the ones (mostly one or two) that are given the most importance
while optimizing a web page. They appear on the most vital areas like the header – footer –

Page 32
 inbound anchor text – H1 tags – Meta tags etc. Primary keywords should be repeated with a
certain amount of keyword density throughout the page.

 Secondary
The secondary keywords are the ones that are less important and support the primary
keywords for its marketing. They are many a times combination of one or more keywords
and can be used with or without more combinations at different places. They form the
lesser proportion of keyword density. They are keywords that other sites have already
optimized for and therefore may be difficult to break into the top 10 search engine page
results.

 Long Tail Keyword

Long tail keywords are those three and four keyword phrases which are very, very specific
to whatever you are selling. You see, whenever a customer uses a highly specific search
phrase, they tend to be looking for exactly what they are actually going to buy.

GOOGLE KEYWORD RESEARCH TOOL

Keyword research is the process of determining what keywords are used in search engines by
users. Goals of keyword research include the following points:
 Identify the broadest possible set of keywords used by potential customers.
 Determine which keywords are most popular and thus represent the primary targets for
SEO and keyword advertising.
 Identify keywords whose search engine ranking is realistically obtainable by SEO.
 Determine what negative keywords will make keyword advertising most cost effective.
 Identify customer language that can influence branding and messaging.
 Develop additional content based upon user terminology.

Page 33
This new keyword tool combines elements of two existing keyword tools, the Google Keyword
Tool and the Ad Words Traffic Estimator, adding a more structured and integrated workflow as
well as all sorts of new bells and whistles.

What’s A Keyword Planner?

The Keyword Planner is a more focused version of the Google Keyword Tool and AdWords
Traffic Estimator tool, and the focus is on doing one thing only: to make it easier for advertisers
to get through the process of creating new ad groups and ad campaigns, which is the key to
getting your PPC accounts off to a good start.

The Keyword Planner has a “wizard” type interface. The first step in the process is to determine
how you’re going to go about creating your ad campaigns and ad groups. You’re asked to pick
one of 3 possible paths:
 Search for Keyword and Ad Group Ideas
 Enter or Upload Keywords to get Estimates
 Multiply keyword lists to get Estimates

Here’s what this looks like in Adwords:

Searching For Keyword & Ad Group Ideas

The primary flow through the Keyword Planner is to “Search for keyword and ad group ideas.”
Clicking on that option whisks you off to the next stage of the Keyword Planner, which provides
a robust keyword workbench for researching and picking keywords to add to your AdWords
account, illustrated below:

Page 34
Using this interface, the Keyword Planner lets you brainstorm keywords using any or all of the
following three methods:

 By Keyword: you can type in a word or phrase relevant to your business

 By Landing Page: by entering a landing page on your site (or any competitor’s webpages,
for that matter), the Keyword Planner will scan and infer keywords that are relevant to
those pages
 By Product Category: you can select from one of thousands of pre-defined keyword
categories

Filtering Keywords from Your Keyword Plan

Additionally, the Keyword Planner provides robust filtering capabilities so you can be super
picky with what keywords you choose to add to your PPC account. For example, you can filter
keywords based on the following ways:

 Average CPC: include or exclude keywords that fall above or below a desired Cost Per Click
 Estimated Search Volume: include or exclude keywords that fall above or below a desired
monthly search volume
 Keyword Competition: you can narrow your list based on estimated advertiser competition
 Exclude Keywords Already In Your Account: the Keyword Planner can automatically
exclude keywords that are already in your own Adwords account to avoid having duplicate
keywords
 Filter by Keyword: you can specify to include or exclude keywords containing specific terms

Page 35
Setting Targeting Parameters
Because keyword research requires analyzing keyword statistics in order to determine whether
or not a given keyword makes sense for your business, Google lets you customize the keyword
stats and performance estimates so that they’re relevant to your campaigns. This means they
let you specify targeting parameters such as language, country and search network.

List View vs. Grouped View

One nice feature is the ability to view keywords in the Keyword Planner that appear either
in list view or in grouped view – this is analogous to the concept of keyword niches and keyword
lists.

Your “Keyword Plan”

As you discover promising terms looking at individual keywords or keyword groupings, you have
the ability to add them to “Your Plan,” which is a temporary storage area for saving interesting-
looking keywords and keyword groupings for later.

The Keyword Planner maintains state for the duration of your session – keywords that you add
to “Your Plan” are saved while you’re in the process of looking for keywords.

Getting Estimates & Reviewing Your Plan

The next stage of the Keyword Plan process involves setting a keyword bid and daily budget for
your portfolio of keywords and keyword groupings. Since keyword volume and CPC bid
estimates are based on your budget, bid, location and other competitive factors, you’ll need to
provide Google with some information in order to customize your estimates.

For example, you could enter a bid of $50 and a daily budget of $2,000.00 and click on the Get
Detailed Estimates button — the Keyword Planner will then generate daily estimates for Clicks,
Impressions, Average ad position and costs, as shown below:

Page 36
Once finalized, you can download your detailed keyword plan in a variety of different formats,
such as Excel or Adwords Editor CSV, as shown below:

Enter or Upload Your Own Keyword List

Another way of running though the Keyword Plan process is to start using your own keyword
list. Sometimes, when creating new campaigns, you may be fortunate enough to already be
sitting on a treasure trove of keyword data (for example, several years of Web analytics data,
including valuable keyword referral data).

If you’re in this enviable position, it may make sense to start the campaign creation process
using your own keyword list rather than the generic keyword suggestions you get from the
Keyword Suggestion Tool. Here’s what that looks like:

Page 37
When you press the Get Estimates button, you’ll be taken through the rest of the Keyword Plan
process as described above — the only difference is that you’ll be looking at your own keyword
list rather than the generic keywords suggested via the Google Keyword Tool.

Multiplying Keyword Lists Using Keyword Planner

A third and final way to work thorough the Keyword Planner is to mash-up and multiply
keyword lists. For example, you might want to multiply a bunch of names of products with
colors and word modifiers to come up with every imaginable keyword permutations, as shown
below:

Page 38
 O P O N AGE PTIMIZATION

In search engine optimization, on-page optimization refers to factors that have an effect on
your Web site or Web page listing in natural search results. These factors are controlled by you
or by coding on your page. Examples of on-page optimization include actual HTML code, Meta
tags, keyword placement and keyword density.

INITIAL SITE ANALYSIS

Search Engine Optimization or SEO is becoming more and more competitive. A lot of companies
over look market analysis, and do so at their own peril. Following Factors should be considered
in insite analysis:
 Is there a market for your products/services?
 What products & Services is your competition offering?
 Who is your target Audience?
 What is your route to market?
 Put together a marketing strategy

COMPETITION ANALYSIS

A competitive analysis is a critical part of your company marketing plan. With this evaluation,
you can establish what makes your product or service unique–and therefore what attributes
you play up in order to attract your target market.

KEYWORD PLACEMENT

Where to place your keywords is going to depend on the market that you are targeting and the
search engine that will be ranking your pages.

Page 39
TITLE/DESCRIPTION/KEYWORD/OTHER META TAGS DEVELOPMENT

1. Site title:
The page title is very important, it is evaluated by the search engines and usually appears in
the template, or elsewhere in the browser.

2. Keywords:
 Even if it is now assumed that the Meta tag “keywords” is no longer evaluated by most
search engines, I recommend you to enter at this point reasonable and appropriate
keywords.
 The keywords have to be separated by commas, with no space after the comma. It
should not be too many keywords, 10-20 or less should be sufficient.

3. Description:
 The Description is definitely relevant to search engines, and not only for the ranking. It
appears in most search engines in the search results, and therefore the description
should also be meaningful for people.
 It is not enough that the page is found by Google & Co., you have to persuade the
visitors even to click on the search result.
 The page description should be short and accurate, up to about 250 characters.

SITE (URL) STRUCTURE ANALYSIS

What is URL (Uniform Recourse Locator)?

URL a term on the web that describes the unique address of a webpage in WWW (World Wide
Web), it’s a commonly known as “Web Address”.
It is very important for a website to have a structured URL because this will help search engine
spiders to index the website. A proper systematic and organize descriptive filenames and
categories for the pages of your website will increase your site’s visibility in search engine by
indexing all of the pages, can increase I website traffic and of course a good rankings in search
engine for any given keywords.
For e.g. if you’ve read something and then after a few days you want to read it again which URL
below would you prefer?
 http://www.mydomain.com/seo?ID =/20090827/Article/908269950/1138
 http://www.mydomain.com/seo/importance-of-url-structure
Will you still remember the first URL after few days? How would you know if the first URL given
above is about “importance of URL structure”. You can’t right?!Because numbers are not easy
to remember especially when other string are included like “?”, “=” and “/”

Page 40
Here is some information that are most common issues that needs to be consider when
constructing a URL of a website.
1. Keep it Systematic & Descriptive
Avoid using numbers as opposed to using descriptive and title of the content in the URL. The
URL structure should be as simple as possible and constructed systematically as well as being
comprehensible to users. Use clear words rather than long parameters.

2. Optimize URL
If you’re targeting a keywords to rank in search engines like google, yahoo, bing and others. You
need to consider optimizing your URL. Use the keywords that you want to target in your URL
this will help search engine to index your web pages and clearly state which keyword that you
are using by have the

3. Avoid Capital Letters

Unlike a domain name, URL is case sensitive. So don’t allow any uppercase letters in your URL
structure. Mixed cases can complicate and confuse.

4. WWW & Non-WWW

As we all know that you can type your site with www or non www ex:
(http://www.mydomain.com or http://mydomain.com) and you can see both same content of
your website, but search engine treat this two separately. Search engine will choose one of
them which is real depends on the inbound links and the other URL may not be counted and
can be cost of your site be ban on the searching engines as it duplicates your website. The
subject is also known as Canonical URL Issue in SEO industry.

URL RENAMING/RE-WRITING

URL rewriting can be one of the best and quickest ways to improve the usability and search
friendliness of your site. If you were creating a banking website, you might create a page named
page1.html, upload it, and then point your browser to

http://www.mybanksite.com/page1.html.
One URL = one resource.

In this case, the resource is a physical Web page, but it could be a page or product drawn from
a CMS. URL rewriting changes all that. It allows you to completely separate the URL from the
resource. With URL rewriting, you could have http://www.mybanksite.com/aboutus.html
taking the user to …/page1.html or to …/about-us/ or to …/about-this-website-and-me/ or to
…/youll-never-find-out-about-me-hahaha-Xy2834/. Or to all of these. It’s a bit like shortcuts or
symbolic links on your hard drive.
One URL = one way to find a resource.

With URL rewriting, the URL and the resource that it leads to can be completely independent of
each other.

Page 41
There are several benefits to using a rewrite engine for URLs:
 The links are “cleaner” and more descriptive, improving their “friendliness” to
both users and search engines.
 They prevent undesired “inline linking”, which can waste bandwidth.
 They hide the inner workings of a web site’s address to visitors, which can prevent them
from discovering query strings that could compromise the site.
 The site can continue to use the same URLs even if the underlying technology used to
serve them is changed (for example, switching to a new blogging engine).

H1, H2, H3 TAGS

Header tags are an important on-page SEO factor because they’re used to communicate to the
search engines what your website is about. Header tags are a key component to SEO and can
help improve your rankings on the search engines.

How to use the h1, h2 and h3 tags

Header tags have their own place on a page and have to be used in a proper order starting with
your h1.

 The h1 tag should contain your targeted keywords, ones that closely relate to the page title
and are relevant to your content.
 The h2 tag is a subheading and should contain similar keywords to your h1 tag.
 Your h3 is then a subheading for your h2 and so on. Think of them as a hierarchy based on
importance, the above being more important than the below.

It is very important that your header tags are readable and grammatically correct. Stuffing your
h1, h2 and h3 with keywords is not going to help your cause. An Example of how to use h1, h2,
h3 header tags

My h1 = <h1>H1, H2 and H3 Header Tags for SEO</h1>

My h2 = <h2>Why are h1, h2 and h3 header tags important for SEO?</h2>
My h3 = <h3>How to use the h1, h2 and h3 tags</h3>

Here, h1 is used to capture the overall theme of the post since it represents what’s most
important. Then used h2 as a subheading to reinforce h1 and overall theme. The same h3
relates to other headings and overall theme.

ANCHOR TEXT

Anchor Text is the visible, clickable text in a hyperlink. In modern browsers, it is often blue and

Page 42
underlined. The quality of anchor text will play a huge factor in ranking your pages for specific
keywords, especially competitive ones. Anchor text refers to the words that make up a link;
they are the words that turn your mouse cursor into a finger-pointing hand. For example, in the
sentence, “I really like to go to this store,” “this store” is anchor text for the link.

 Why is anchor text important?

Search engines gather data by traveling around the web via links, jumping from page to page.
Links are the lifeblood of a search engine and are used as key indicators for identifying the
topics of the pages they’re about to go to. If 100 sites link to a site with the link “Texas
Architect” or similar words, the search engine can be fairly confident that the site is about an
architect in Texas.

 Targeted Keywords:
If you want a page to rank for a keyword that is particularly difficult, be sure to focus on getting
the keyword in your anchor text.

 Keywords and url alignment:

When getting all of these links with the desired anchor text, make sure that you’re linking to
the correct page, as a very common mistake to simply link to the homepage
(www.example.com) instead of the page that should be getting the link
(www.example.com/rocky-mountains/oysters.php).

IMAGE OPTIMIZATION

One of the easiest ways to optimize the content of a page is to focus on the images. Most pages
contain images, whether they are photographs, illustrations or icons. The big problem here is
that search engines can’t see images but they can even recognize images in terms of their
pixels, but can’t assess the content based on the image alone. Optimizing images for SEO comes
down to three factors: file name, file size and most importantly the alt-attribute.

 Alt-attribute
The alt-attribute specifies an alternate text if the image can’t be displayed (perhaps because of
an error, slow connection, screen reader etc.)
 File Name
If you want to optimize your images even further, you could change the file name. By using a
descriptive file name we can help search engines.
 File Size
Image file size is one of the elements that dictate the time it takes to load a given page.
Optimizing your images can therefore improve performance. The three most commonly used
file types on the web are JPG, PNG and GIF.

Page 43
USE OF ROBOTS.TXT

A robots.txt file restricts access to your site by search engine robots that crawl the web. These
bots are automated, and before they access pages of a site, they check to see if a robots.txt file
exists that prevents them from accessing certain pages. The simplest robots.txt file uses two
rules:
 User-agent: the robot the following rule applies to
 Disallow: the URL you want to block

These two lines are considered a single entry in the file. You can include as many entries as you
want. You can include multiple Disallow lines and multiple user-agents in one entry. Each
section in the robots.txt file is separate and does not build upon previous sections.

For example:

User-agent: *
Disallow: /folder1/

User-Agent: Googlebot
Disallow: /folder2/

In this example only the URLs matching /folder2/ would be disallowed for Googlebot.
User-agents and bots

A user-agent is a specific search engine robot. The Web Robots Database lists many common
bots. You can set an entry to apply to a specific bot (by listing the name) or you can set it to
apply to all bots (by listing an asterisk). An entry that applies to all bots looks like this:

User-agent: *

Google uses several different bots (user-agents). The bot we use for our web search is
Googlebot. Our other bots like Googlebot-Mobile and Googlebot-Image follow rules you set up
for Googlebot, but you can set up specific rules for these specific bots as well.

Blocking user-agents
The Disallow line lists the pages you want to block. You can list a specific URL or a pattern. The
entry should begin with a forward slash (/).

 To block the entire site, use a forward slash.

Disallow: /

 To block a directory and everything in it, follow the directory name with a forward slash.
Disallow: /junk-directory/

Page 44
 To block a page, list the page.
Disallow: /private_file.html

 To remove a specific image from Google Images, add the following:

User-agent: Googlebot-Image
Disallow: /images/dogs.jpg

 To remove all images on your site from Google Images:

User-agent: Googlebot-Image
Disallow: /

 To block files of a specific file type (for example, .gif), use the following:
User-agent: Googlebot
Disallow: /*.gif$

 To prevent pages on your site from being crawled, while still displaying AdSense ads on
those pages, disallow all bots other than Mediapartners-Google. This keeps the pages from
appearing in search results, but allows the Mediapartners-Google robot to analyze the
pages to determine the ads to show. The Mediapartners-Google robot doesn’t share pages
with the other Google user-agents. For example:

User-agent: *
Disallow: /

User-agent: Mediapartners-Google
Allow: /

DOORWAY PAGES

 Doorway pages are Web pages designed and built specifically to draw search engine visitors
to your website. They are standalone pages designed only to act as doorways to your site.
Doorway pages are a very bad idea for several reasons, though many SEO firms use them
routinely.
 As a rule of thumb, if you can’t reach the page by following the site navigation, then it is a
doorway page. You are not supposed to “visit” the page
 The fact is that doorway pages don’t do a very good job of generating traffic, even when
they are done by “experts.” Many users simply hit their back buttons when presented with
a doorway page.

Page 45
INVISIBLE TEXT

Hidden text is a spam technique used to deceive search engines. The loose principle is that
search engines look at the number of instances any given phrase appears on a particular page
and ranks each page accordingly. Keyword spamming aims to increase the number of instances
the key phrase appears on the page. By using hidden text, the webmaster can keyword spam by
effectively serving different content to search engines (users don’t see the spam).

CLOAKING

In e-mail distribution, cloaking is the act of masking the name and address of the sender so that
the recipient does not know who sent the e-mail.

XML SITEMAP

Sitemaps are an easy way for webmasters to inform search engines about pages on their sites
that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a
site along with additional metadata about each URL (when it was last updated, how often it
usually changes, and how important it is, relative to other URLs in the site) so that search
engines can more intelligently crawl the site.

Web crawlers usually discover pages from links within the site and from other sites. Sitemaps
supplement this data to allow crawlers that support Sitemaps to pick up all URLs in the Sitemap
and learn about those URLs using the associated metadata. Using the Sitemap protocol does
not guarantee that web pages are included in search engines, but provides hints for web
crawlers to do a better job of crawling your site.

HTML SITEMAP

An HTML sitemap allows site visitors to easily navigate a website. It is a bulleted outline text
version of the site navigation. The anchor text displayed in the outline is linked to the page it
references. Site visitors can go to the Sitemap to locate a topic they are unable to find by
searching the site or navigating through the site menus.

This Sitemap can also be created in XML format and submitted to search engines so they can
crawls the website in a more effective manner. Using the Sitemap, search engines become
aware of every page on the site, including any URLs that are not discovered through the normal
crawling process used by the engine. Sitemaps are helpful if a site has dynamic content, is new
and does not have many links to it, or contains a lot of archived content that is not well-linked.

An example of HTML sitemap, created for xml-sitemaps.com: sitemap.html (separated with

1,000 links per page)

Page 46
CANONICAL IMPLEMENTATION

Canonicalization can be a challenging concept to understand, but it’s essential to creating an

optimized website. The fundamental problems that canonicalization can fix stem from multiple
uses for a single piece of writing–a paragraph or, more often, an entire page of content–that
appears in multiple locations on one website or on multiple websites. For search engines, this
presents a conundrum: Which version of this content should they show to searchers? SEOs
refer to this issue as duplicate content.
To provide the best user experience, search engines will rarely show multiple, duplicate pieces
of content and thus, are forced to choose which version is most likely to be the original (or
best).

For SEOs, canonicalization refers to individual web pages that can be loaded from
multiple URLs. This is a problem because when multiple pages have the same content but
different URLs, links that are intended to go to the same page get split up among multiple URLs.
This means that the popularity of the pages gets split up. Unfortunately for web developers,
this happens far too often because the default settings for web servers create this problem.

UNDERSTANDING 301, 302, 404 RESPONSE CODE

Hypertext Transfer Protocol (or HTTP) response status codes are returned whenever search
engines or website visitors make a request to a web server. These three-digit codes indicate the
response and status of HTTP requests. Important HTTP Status Codes for SEOs and search
engines are:
 301 Moved Permanently
The requested resource has been assigned a new permanent URI and any future references to
this resource should use one of the returned URIs. The 301 redirect, as it is commonly called by
SEOs, should be utilized any time one URL needs to be redirected to another.

Page 47
 302 Found
The server is currently responding to the request with a page from a different location, yet the
requestor continues to use the original location for future requests. This approach is not
recommended. It is not an effective way to instruct search engine bots that a page or site has
moved. Using 302 will cause search engine crawlers to treat the redirect as temporary and not
give it the link juice (ranking power) abilities of 301 redirects.
 404 File Not Found
The server has not found anything matching the Request-URI. No indication is given of whether
the condition is temporary or permanent. This should occur any time the server can’t find a
matching page request. Often time’s webmasters will display a text 404 error but the response
code is a 200. This tells search engine crawlers that the page has rendered correctly and many
times the webpage will get erroneously indexed.
 503 Service Unavailable
The server is currently unable to handle the request due to a temporary overloading or
maintenance of the server. The 503 should be used whenever there is a temporary outage (for
example, if the server has to come down for a short period for maintenance). This ensures that
the engines know to come back soon because the page/site is only down for a short time.

DOMAIN NAMES AND EXACT MATCH DOMAIN CONCEPT

A domain name is the web address on the Internet where your business can be found. It is a
Brand that represents your Business and your company’s presence online as well as for your
clients. Innovative and most catchy domain names are must for a startup or any business.
Importantly your domain name should clearly express what the company Business and the
domain extension must be “.com” which is ideal for global web.
Domain names provide the identity of a website. At times, choosing an apt domain name that
reflects your products and services, and something that is SEO friendly can be a herculean task.
Domain name must be catchy and easy to recall and remember.
So, an example of an exact match domain name would be “books.com” or “travel.com” or even
Keyword1Keyword2.com where “keyword1″ is one word and “keyword2″ is another keyword.
It’s widely known in the SEO industry that having one of these keyword-rich Exact Match
Domain names will astronomically increase the chances that the site will show up on the first
page of the search results for a keyword search that contains those keywords or keyword
phrase. Currently, this “additional ranking benefit” is only valid for .COM domain names that do
NOT contain hyphens. The only other caveat is that the domain name must actually be a live
website on the same topic as the keyword. Ideally, the home page should be about the topic of
the keyword and it should be “optimized” for that keyword phrase. Just purchasing an Exact
Match Domain name is not enough.

Page 48
INTERNAL LINK STRATEGY

An internal link is a link on a web page that links to another page on the same site or domain.
Most internal links are used as navigation around the site or to provide additional information
about a topic.
Your site linking strategy should include which pages should include internal links, how many
there should be on a given page, and their placement in the document (within the content, as
navigation, or attached to images).
The most important thing to remember about internal links is their location in relation to the
home page. The most important pages on your website should always be only 1-3 clicks away
from the home page. Google recommends this as well as a way to ensure that their spider can
find your important pages.

FOOTER OPTIMIZATION

Footer Optimization is an On-Page Optimization technique. The footer of your web site appears
at the bottom of your web page. Footers optimization includes adding your Copyright
information, Privacy Policy, Contact details and about us details. Besides this we can also show
links to some important topics like Forums, Blogs, services, About, Products etc. This
information is used by search engine spiders to crawl and index all the web pages of your
website without leaving any web page.

Nowadays footer in web 2.0 is also used to increase your website links and keyword density
which in return help search engine crawler to index your website in their database. Footer
optimization also helps the visitors on your site to easily navigate though your website page’s
using the links on the footer. Therefore nowadays footer optimization plays an important role
in your website ranking.

Page 49
KEYWORD EFFECTIVENESS INDEX

Definition: Keyword effectiveness index: A mathematical representation of the popularity of a

keyword measured in number of searchers (demand), compared to its popularity measured as
the number of pages in a search engines index (supply).

Description: KEI is a statistical formulation that reveals the most effective keyword phrases and
terms to use in optimizing your web pages for. Efficiency can be many things. According to KEI,
it is efficient to optimize for keywords that have many searchers, but only a few competing
pages. The lower the KEI, the more popular your keywords are, and the less competition they
have. That means that you might have a better chance of getting to the top in the search
engines and receive a good number of searchers for your effort.
Example: Suppose the number of searches for a keyword is 821 per day and Google displays
224,234 results (pages) for that keyword. Then the ratio between the popularity and
competitiveness for that keyword is:

224,234 divided by 821. In this case, the KEI is 273.

Page 50
 O P O FF AGE PTIMIZATION

WHAT IS DOMAIN AUTHORITY?

Domain authority is a measure of the power of a domain name and is one of many search
engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size.
Domain Authority is a score (on a 100-point scale) developed by that predicts how well a
website will rank on search engines.
How is Domain Authority Scored?
We score Domain Authority on a 100-point, logarithmic scale. Thus, it's easier to grow your
score from 20 to 30 than it would be to grow from 70 to 80.

HOW TO INCREASE DOMAIN AUTHORITY

1. Deep Linking:
When you are building an authoritative website, make sure that all the inner pages of your
blog/website are strongly built to each other. Create authority for all the pages you have in
your website, and optimize each page for the specific keyword it is targeting. You should tell
Google that all the internal pages are as much as important to rank well, just like the home
page or any other popular page of your website. So we need to build a lot of backlinks for
internal pages in order to show up in Google.
2. Link Diversity:
Link Diversity is an Off-Page SEO concept you need to understand for better Domain Authority
rank. Link diversity is a SEO term which is used to decide the range of different links pointing to
your website.
3. Quality Content:
There are many other metrics you need to follow to keep your content quality rich. Some of
them are:
 Avoid duplicate content issues.
 Write fresh and genuine content.
 Teach something new to your readers.
 Never stuff keywords into your article.
 Check for grammar and spelling corrections.
 Write a huge article with amazing information.
 Write the content for users (not for search engines).
 Guide users to a relevant content and add some value to the post.
 Never host too many ads or promotional links in your article content.
 Don’t make silly mistakes like improper title tags and Meta descriptions.

Page 51
4. Go Social:
If your website actively participating in social media platforms like Twitter, Stumble Upon,
Reddit, Pinterest, Facebook and etc, Google surely shoots up your website to top 10 rankings of
first page. They recently updated many algorithms to rank websites on social media authority,
appearance. If your website’s social reach is highly popular, then the site authority will surely go
up gradually, which will affect your site rankings in search engine positions.

5. Add Fresh Content and Web Pages Regularly

One of the factors that affect domain authority is the size of a website. It goes without saying,
therefore, that you should add new pages and quality content to your site on a regular basis if
you want your authority to increase. Posting fresh and new content weekly is great for
targeting long tail searches and generate additional traffic to your site.

WHAT IS PAGE AUTHORITY?

Page authority is an SEO term used to describe the probability that a specific page from your
site will be found on a search engine. Page authority is based on a logarithmic scale from 0 to
100 and deals with the relevance of information and links within site pages to one another.

How is Page Authority Scored?

We score Page Authority on a 100-point, logarithmic scale. Thus, it's easier to grow your score
from 20 to 30 than it would be to grow from 70 to 80. We constantly update the algorithm used
to calculate Page Authority, so you may see your score fluctuate from time to time.

PAGE RANK

What is Page Rank?

Pagerank is an algorithm used by Google Search to rank websites in their search engine results.
Pagerank was named after Larry Page,[1] one of the founders of Google. PageRank is a way of
measuring the importance of website pages. PageRank works by counting the number and
quality of links to a page to determine a rough estimate of how important the website is.

How to increase Page Rank

1. Publish relevant content
Quality content is the number one driver of your search engine rankings and there is no
substitute for great content. Quality content created specifically for your intended user
increases site traffic, which improves your site’s authority and relevance.

Identify a keyword phrase for each page. Think about how your reader might search for that
specific page (with phrases like “mechanical engineering in Michigan,” “best applied physics
program,” or “Michigan Tech degrees”). Then, repeat this phrase several times throughout the
page—once or twice in the opening and closing paragraphs, and two to four more times
throughout the remaining content.

Page 52
Don’t forget to use bold, italics, heading tags, and other emphasis tags to highlight keyword
phrases, but don’t overdo it. Never sacrifice good writing for SEO. The best pages are written
for the user, not for the search engine.

2. Update your content regularly

You’ve probably noticed that we feel pretty strongly about content. Search engines do, too.
Regularly updated content is viewed as one of the best indicators of a site’s relevancy, so be
sure to keep it fresh.

3. Metadata
When designing your website, each page contains a space between the <head> tags to insert
metadata, or information about the contents of your page. If you have a CMS site, the UMC
web team will have pre-populated this data for you:

• Title Metadata
Title metadata is responsible for the page titles displayed at the top of a browser window. It is
the most important metadata on your page. For those with a CMS website, the web team has
developed an automated system for creating the meta title for each webpage.

• Description Metadata
Description metadata is the textual description that a browser will use in your page search
return. Think of it as your site’s window display—a concise and appealing description of what is
contained within, with the goal of encouraging people to enter.

• Keyword Metadata
Keyword metadata are the search phrases that people type when they want to find your page.
You’ll want to include a variety of phrases. However, don’t get greedy: if your list becomes
excessive, the browser may completely ignore the data. As a general rule, try to keep it to
about 6-8 phrases with each phrase consisting of 1-4 words. A great example would be
"computer science degree."

4. Have a link-worthy site

Focus on creating relevant links within the text. Instead of having “click here” links, try writing
out the name of the destination. “Click here” has no search engine value beyond the attached
URL, whereas “Michigan Tech Enterprise Program” is rich with keywords and will improve your
search engine rankings as well as the ranking of the page you are linking to.

5. Use alt tags

Always describe your visual and video media using alt tags, or alternative text descriptions.
They allow search engines to locate your page, which is crucial—especially for those who use
text-only browsers.

Page 53
BACKLINKS

What are backlinks?

Backlinks are links that are directed towards your website. Also knows as Inbound links (IBL's).
The number of backlinks is an indication of the popularity or importance of that website.
Backlinks are important for SEO because some search engines, especially Google, will give more
credit to websites that have a good number of quality backlinks, and consider those websites
more relevant than others in their results pages for a search query.

TYPES OF BACKLINKS

 No Follow Backlink
A no-follow backlink is basically a link that does not pass on the SEO benefits of the source site
to the blog where the link points to. In short, no-follow links do not have any SEO value at all,
and they will not add up to the link profile that search engines use to evaluate when ranking
websites. Search engine bots will crawl on this link, but they will not literally follow where it is
pointed to.

Example of Nofollow Link:

<a href=”http://www.google.com/” rel=”nofollow”>Google</a>

 Do Follow Backlink
A do-follow link, on the other hand, is a link that will pass on the SEO benefits of the website
where it is built from to the hyperlinked site. This is the type of backlink that link builders will
create for SEO purposes. Backlinks created at high PR sources will pass on the link juices
towards the hyperlinked blog, thereby significantly improving its ranking position among the
search engines.
So, when doing search engine optimization it is important to concentrate your link building
activities on sources that allow you to build do-follow links. These links will remarkably enhance
your link profile and improve your page rank.

Example of Dofollow Link:

<a href=”http://www.google.com/”>Google</a>

LINK BUILDING

Link building is also a proven marketing tactic for increasing brand awareness. Link building can
increase the number of high-quality links pointing to a website, in turn increasing the likelihood
of the website ranking highly in search engine results.

Page 54
TYPES OF LINK BUILDING

One way links:

One-way links are links to your site from sites which do not receive a link from your site. One-
way links are good to have because they increase your link popularity - the more number of
pages linking to your site, more popularity your site will get. Search engines such as Google
place huge importance on link popularity when ranking your site.

Two way links:

Two way links are also called reciprocal link is a mutual link between two websites to ensure
mutual traffic. For example, John and James have websites. If John's website links to Jame's
website, and John's website links to Jame's website, the websites are reciprocally linked. Two
way linking between websites is no longer an important part of the search engine optimization
process. Google and other search engines now do not give credit to reciprocal linking as it does
not indicate genuine link popularity.

Three way links:

Some webmasters own multiple sites. They try to build up one of their specific sites by offering
link exchanges from their other sites. In doing this they add a link to you on their other site and
get you to link to the main site they are trying to build up. Do’s & Don’ts of Link building

THE IMPORTANCE OF LINKS FOR SEO

The number of back links is an indication of the popularity or importance of that website.
Backlinks are important for SEO because some search engines like Google, give more credit to
websites that have a large number of quality back links, and consider those websites more
relevant than others in their results pages for a search query.

Therefore, when search engines calculate the relevance of a site to a keyword, they not only
consider the number of back links to that site but also their quality. In order to determine the
quality, a search engine considers the content of the sites. When back links to your site come
from other sites, and those sites have content related to your site, these back links are
considered more relevant to your site. If backlinks are found on sites with unrelated content,
they are considered less relevant. Higher the relevance of back links, greater their quality.

For example, if a webmaster has a website about how to rescue orphaned dogs, and received a
backlink from another website about dogs, then that would be more relevant in a search
engine’s assessment than say a link from a site about car racing. Therefore, higher the
relevance of the site linking backs to your website, the better the quality of the backlink.

Search engines want websites to have a level playing field, and look for natural links built slowly
over time. While it is fairly easy to modify your web pages to make them more SEO friendly it is
a lot harder for you to influence other websites and get them to link to your website. This is the

Page 55
reason search engines regard backlinks as a very important factor. Further, search engine’s
criteria for quality backlinks has gotten even tougher, thanks to unscrupulous webmasters
trying to achieve these backlinks by deceptive or sneaky techniques, such as hidden links, or
automatically generated pages whose sole purpose is to provide backlinks to websites. These
pages are called link farms, and they are not only disregarded by search engines, but linking to a
link farm could get your site banned entirely.

LINK WHEEL

SEO Link wheel is one of the most effective online Marketing strategies. It’s ideally creating a
circle among a group of web 2.0 blog or Social site/Network with a main website. This circle
means, Create blog then linking to each other,

For Example: You have create 10 blog in blogger.com, Wordpress, squidoo, Hubpages etc web
2.0 site then linked them to each other like: blogger to squidoo, Squidoo to Hubpages,
Hubpages to blogger then create link for main site in created blog content. We can define link
wheel as:” An SEO Link wheel is a procedure to get quality back link for your site from the
relevant group of blog which was created by yourself in different web 2.0 or Social sites”.

Why Link wheel:

We already said that SEO Link wheel is one of the best way to improve your site. Site improve
means the raking position on Google and quantity of visitors to your site. We generally know
that quality back link is like oxygen and CONTENT is soul of a site. And quality back link means –
A link back to your site where the content is very effective to visitor and similar to your own
site/post content

Page 56
DIRECTORY SUBMISSION

Directory submission is a sort of site submission where you submit your site to other online
web index. You should do that submission to lead the site to be found by the search spiders.

Directory Submission is the activity of the Off Page Optimization. Directory submission
performs for collecting the backing of own site through which own site PR (page rank) is
increase in Google searches. It is very basic activity of the Off Page Optimization. Directory
Submission perform for increase Ranking. In Directory Submission we submit own site to
another site. We Submit own site according to the category wise. We chose the category
according the theme of the site.

For example: Education related sites are submitted in to the education category. If your
category and the description is right then other site give the approval mail to your email id. And
attach your site link to own site. It is also called the one way linking.

Requirement of the Directory Submission:

1. Title.
2. Keyword.
3. Description.
4. Email id.

ARTICLE MARKETING

Article submissions can increase and improve the ranking of your online business in search
engines by increasing the quantity of backlinks and PR. Another benefit that article submission
offers is that of establishing the particular website owner as an expert in their industry. By
providing valuable detail and information within articles, it builds the trust of potential
customers thereby giving them a reason to visit your website.

5 key points to consider while writing articles

During the process of article submission do not forget to consider below 5 key points. Following
these points will meet the purpose of both i.e. your target audience and search engines.

Page 57
 Articles should be original and information rich.
 Articles should be keyword rich but not excessive to the point of keyword stuffing.
 The average length of articles should be between 500 and 700.
 Give a unique title to your article with main keyword into it so as to make it easy for web
crawlers to identify and classify the topic of your article.
 Giving subheadings, bullets and numberings to articles make it presentable and easy to read
for potential customers.

SUBMITTING PRESS RELEASES

A press release is a written statement about a matter of public interest which is given to the
press by an organization concerned with the matter. However, the most important factors boil
down to a handful of fundamentals:

 Focus on good, clean writing: Writing with clarity and for readability tops the list. There’s a
lot of advice online about writing for press releases, such as how formal or informal the
document should read, but time and time again, releases that perform well are written so
the reader can understand.

 Headlines and subheads matter: Headlines for press releases, just like the headline of a
blog post, or the subject line of an email should draw a reader in and invite them to read
more. A common question is should we write headlines for search engines or people? The
answer: people. People are the intended audiences, search engines are just one means to
help them find your content. If it makes sense in context, sure add your key words to the
headline, but don’t write a headline just to fit in your key words.

 Hyperlinks: A well optimized release wills hyperlink key words.

BUSINESS DIRECTORIES

A business directory is like an online version of the Yellow Pages. Every business directory
contains an index of companies listed alphabetically by industry. The individual entries are then
often linked to the corresponding company’s website. The business directory helps users search
for companies, services or products in their area in a more targeted way. From the point of
view of search engine optimization an entry in a business directory is important; it makes the
website in question easier to find and creates an additional backlink.

Directory submission creates relevant inbound links. When a site is listed in an online directory,
it creates quality inbound links to your site and that also enhances your site’s visibility and
ranking.

Page 58
Directory submission is a very cost-effective way to get links and helps to establish a foundation
for Internet marketing. Especially beneficial in helping new websites get noticed, it helps your
site build traction in an increasingly crowded and competitive marketplace.

LOCAL CLASSIFIEDS

Classified Ads are basically online ads which are placed on Classified Resources. It works the
same way as you give advertisement in any other media like: Newspapers, Magazines, Radio,
and Television etc.
These are very useful to promote the website as they get posted immediately and can generate
sales queries in a couple of hours. Classified Ads are posted on Resources which already have
traffic and have a lot of people refer them for quality products and services. The best Classified
Resource that I have used is: www.craigslist.org here you can post your ad in the desired
category and it gets posted in about 15 minutes for people to view and contact you

As mentioned above the biggest advantage is that the ads get posted immediately and the
customers can contact you immediately. You don’t have to wait for 4-6 months to get into the
organic ranking. The disadvantage that I see is with the credibility and the price. Mostly the
customers here are looking for cheaper services and you have to make a lot of effort to
convince them to buy your products and services. Customers here negotiate a lot.

Classified Ads are a great resource for someone who is not in the organic ranking.
 For Small Businesses who cannot afford to promote themselves within the organic listings.
 For startups which want business from every possible resource.
 People who want to sell their products and services immediately.
 Companies which want to bid for client requirements as a lot of customers looking for
specialized services place ads here as well.

BLOG CREATION AND PROMOTION

Blogging is the new technology for businesses that want to be increasing your sales and make
an impact. It is the best effective way of the internet. If you have still not tried blogging services
for your business websites, surely you are missing out on a lot. A blog is a very effective for
promoting your products and services websites, while educating people about them.

BLOG PROMOTION

 Connect your blog to Google

 Write quality content and do it well.
 Keep search engines in mind.
 Enable Email This Post Turn on your site feed.

Page 59
 Add your blog to Blogger's listings.
 Publish regular updates.
 Think of your audience.
 Put your blog URL in your email signature.
 Submit your address to blog search sites and directories.
 Be an active commenter.
 Set your blog to Send Pings

BLOG COMMENTING

Many blogs allow a space at the end of each post for a blog reader to leave a comment. The
blog commenting field typically asks for the name of the commenter, their email address, and
their website.

The blog commenting space is important because it adds an interactive element to the blog.
Readers can share their thoughts on the topic and start a discussion with the blogger. Blog
comments are what create a sense of community among loyal blog readers.

Blog commenting is a popular online marketing strategy. By leaving thoughtful comments on a

blog post, an individual or a business is able to gain exposure among that blog’s audience. Blog
comments can establish an individual or a business as a thought leader in a particular industry
which may lead to new business opportunities.

Blog commenting is also a link building tactic, since the comment links back to the page that
was submitted in the “Website” field. Blog commenting should not be done only for link
building, but it is an added benefit. To get the most out of blog commenting, it’s important to
spend time researching high quality blogs in your niche and visit them on a regular basis.

SOCIAL BOOKMARKING

Social Bookmarking is method of saving and storing web pages in a single online location for
future use or for sharing with other Internet users.

Social bookmarking is to examine how they work. Basically links are listed on a network, then
whoever has access to that network can search for links that pertain to the keywords that
person is searching for. Each link has three keywords associated with it, generally keywords
that are optimized on their web pages, and when those keywords are searched for, ideally, it is
that particular link that comes up.

The concept of social bookmarking can be compared to personal bookmarks, or favorite’s lists.
These networks allow people to add links they like, not just their own.

When a link is ready to be put into a social bookmarking network, it is first tagged or submitted
to a social bookmarking site. It is tagged with three keywords that are optimized on the

Page 60
website, and then a description of the website is added. From that point on, it can be searched
through the keywords on the network.

Importance of Social Bookmarking Sites for Business:

No social bookmarking definition can be complete without an analysis of what it can do for
businesses. Obviously, social bookmarking has some excellent marketing qualities, or nobody
would do it. Some of the ways that social bookmarking helps businesses include:
 Building relevant incoming links to your site
 Drives new visitors
 Draws new clients or customers
 Helps people find the your business
 Helps businesses find other businesses
 Draws a lot of traffic

SEARCH ENGINE SUBMISSIONS

Search engine submission is the process of notifying search engines of the existence of website
content so that they include the site in their indices and search results.

Search engine submission is only necessary if the site has not been found by the major search
engines. Most major search sites frequently revisit already indexed sites to ensure that their
search results reflect current content. More information on search engine submission myths
can be found here.

SITEMAP SUBMISSION

A sitemap tells search bots which pages to index and each page’s relative importance. If you use
CMS like WordPress to manage your site, you can install a plugin, such as Google XML Sitemaps
that creates and updates the sitemap for you.

Otherwise, use a text editor, such as Notepad, to create your sitemap and name the file
sitemap.xml. Add the following code to your sitemap.xml file to get started:

<?xml version=“1.0” encoding=“UTF-8”?>

<urlset xmlns=“http://www.sitemaps.org/schemas/sitemap/0.9”
xmlns:image=“http://www.sitemaps.org/schemas/sitemap-image/1.1”
xmlns:video=“http://www.sitemaps.org/schemas/sitemap-video/1.1”>
<url>
<loc>http://yoursite.com/directory/pagename.html</loc>
<priority>0.8</priority>
</url>
</urlset>

Page 61
For each page you want indexed, include a URL element that specifies the page location
(between an opening and closing <loc> tag) and the relative priority of the page on a scale from
0 to 1 (between an opening and closing <priority> tag).

After creating the file, upload it to the root directory of your website, and then take the
following steps to submit it to Google Webmaster Tools:

From the Dashboard, below Sitemaps, click Submit a Sitemap.

Click the Submit a Sitemap button.

Type the sitemap’s name, which should be sitemap.xml.

Click Submit Sitemap. Assuming all goes as planned, you should now see a green check mark
for the sitemap status and the number of URLs submitted.

Create a robots.txt File

A robots.txt file does the opposite of a sitemap—it tells search bots what not to index. This is
especially useful if you’re using a CMS, because you don’t want search bots to waste time
crawling CMS files that have nothing to do with the content of your site.

Page 62
 G OOGLE W EBMASTER T OOL

Google Webmaster Tools (GWT) is the primary mechanism for Google to communicate with
webmasters. Google Webmaster Tools helps you to identify issues with your site and can even
let you know if it’s been infected with malware (not something you ever want to see, but if you
haven’t spotted it yourself, or had one of your users tweet at you to let you know, it’s
invaluable).

The “Google Webmaster Tools” is a set of tools for web publishers looking to optimize the
positioning of their websites on the Google search engine. The Google Webmaster Tools covers
the different aspects of SEO:
 The Google web crawler.
 Analysis of Keywords.
 Qualitative and quantitative analysis of backlinks.
 The positioning of pages.

The Google Webmaster Tools is a dedicated tool for website a publisher that provides access to
useful information for search engine optimization.

ADDING A SITE AND VERIFICATION PROCESS

This service is linked to the Google services (e.g Gmail, Google Analytics), its use requires a
Google Account (simply create a Gmail address). Authenticate on
<ahref=’https://accounts.google.com/ServiceLoginAuth?continue=https%3A%2F%2Fwww.goog
le.com%2Fwebmasters%2Ftools%2Fhome%3Fhl%3Den&followup=https%3A%2F%2Fwww.goog
le.com%2Fwebmasters%2Ftools%2Fhome%3Fhl%3Den&service=sitemaps&hl=en’
target=’_blank’>Google Webmaster Tools</a>.

Page 63
Once on the home page of your profile, enter the URL of your website and click on “Add a Site”:

At this stage, you can determine the form under which you want your site to be indexed by
Google: with or without the “www” prefix. Click on “Continue” and validate your website.

Verification Process
There are several methods to validate a site, that is to say, confirm its ownership. The method
recommended by Google is the insertion of a HMTL validation file:
 It can be downloaded via the Google Webmaster Tools during the validation phase.
 The HTML file should be transferred to the server hosting the website. Note: This step
requires access to the administration panel provided by the web hosting service.
 The confirmation is then performed directly via the service interface.

The dashboard
It provides an overview of the key status indicators of your website in terms of indexing and
positioning:
 Crawler errors (DNS server connection status, robots.txt).
 Information on the evolution of search queries redirecting users to pages on your site.
 Sitemap: to see this indictator, you must first submit a sitemap to Google.

CONFIGURATION

Among the tools available:

 Site Link: These links are displayed automatically in the search results where your website
(root) appears. You can demote a link if you don’t want it to be highlighted in the search
results of Google.
 Users: This tool allows you to add a user, who has access to information and configuration
options for Google Webmaster Tools.

WEBSITE HEALTH

The “Health” section of Google’s Webmaster Tools program is where things start to get
interesting. This area provides tons of information on how well the Googlebot is able to interact
with your website, so there are a few particular features you’ll want to pay attention to:
 Index Status: This Webmaster Tools shows you exactly how many pages the Googlebot has
indexed on your site, as well as how this number has changed over time.
 Malware: Hopefully, you’ll never encounter issues with hacked or malware-ridden sites.
However, if Google detects any malware on your site, you’ll see a notification here.

Page 64
While the specific results shown here might not influence your day-to-day SEO strategies, it’s
still a good idea to check these individual tools every so often to ensure that your site is still
functioning normally.

CRAWL ERRORS

Crawl errors shows you issues Googlebot had in crawling your site. This includes response codes
(404s, 301s) as well as a graph of the errors over time. This is a fantastic resource for spotting
broken links, as the URL shows up as a 404 error. You can see when Google first detected the
error codes and download the table of errors into a spreadsheet.

CRAWL STATS

Pages crawled per day is a good SEO metric to track over time. You can get some insight from
the chart, but this is a metric to check in on and record every week. Ideally you want that
number continuing to climb, especially if you are adding new content.

Page 65
GOOGLE FETCH

Fetch as Googlebot will return exactly what Google’s spider “sees” on the URL you submit. This
is handy for spotting hacked sites as well as seeing your site the way Google does. It’s a good
place to start an SEO audit.

The really neat feature that’s new this year is “Submit to Index”. Ever made a title tag change
and wished Google would update its index faster to get those changes live? ‘Submit to Index’
does just that. 50 times a month you can submit a page to update in near real-time in Google’s
index. Very handy for testing on-page changes.

ROBOTS.TXT TESTER (BLOCKING THE CRAWLER AND BLOCKED PAGES)

The robots.txt Tester tool shows you whether your robots.txt file blocks Google web crawlers
from specific URLs on your site. For example, you can use this tool to test whether the
Googlebot-Image crawler can crawls the URL of an image you wish to block from Google Image
Search.

You can submit a URL to the robots.txt Tester tool. The tool operates as Googlebot would to
check your robots.txt file and verifies that your URL has been blocked properly.

TRAFFIC

For many webmasters, the bulk of their Webmaster Tools activities will occur in the “Traffic”
section, where Google reports the most detailed information about how your search presence
results in web traffic. As a result, all of the individual features here deserve special mention: In
this section, several important information to optimize SEO analysis of keywords, positioning of
your web pages and backlinks.

 Search Queries: This section provides information about queries (keywords) typed on
Google that returned pages.
 Links to your site: backlinks are an essential component of SEO.
 List of internal links: allows you to view pages that have the best mesh of links from other
pages of your site.

URL PARAMETERS

You can use the URL Parameters tool to indicate the purpose of the parameters you use on
your site to Google. For example, if you are the owner of a global shopping site, you might tell
Google that you use the country parameter to distinguish between pages dedicated to
consumers in different countries. Then you can set preferences for Google might crawl the URLs
that contain those parameters. The preferences that you set can encourage Google to crawl the
preferred version of your URL or simply prevent Google from crawling duplicate content on

Page 66
your site.
In general, URL parameters fall into one of two categories:
 active URL parameters -- parameters that can change page content
 passive URL parameters -- parameters that have no affect on how content appears to the
user

SEARCH QUERIES

The Search Queries area gives you both traffic and keyword information. The Search Queries
section is broken down into five main indicators:
 Query:
Query gives you details on what keywords your site is currently ranked for. This is one of the
fastest ways to decode whether your efforts to get on the map for a specific keyword are
working. It’s important to remember that “rank for” means showing up in the SERPs – not
necessarily actively attracting traffic (yet). This feature can help you quickly identify keywords
that are relevant, but need a boost from linking or further content optimization.
 Impressions:
If you’ve ever wondered how many people are seeing your website for a specific keyword
search, this will tell you. This metric gives you a good sense of how many people are seeing
specific sections of your content. This is another way to confirm the value of a keyword in
addition to traffic data from the Google Keywords module and other tools.
 Clicks:
This information lets you know how many searchers seeing your site are taking action and
clicking on your search result.
 CTR
Your CTR, or click-through rate, is the percentage of people that are clicking on your site in the
search results. If your click-through rates are low, look at whether you can improve your meta
description for that page. Can the content be made more relevant to the queries driving the
most impressions for that page, or can you add a stronger call to action in the title tag or meta
description? You should also consider the broader search landscape: is PPC activity driving
traffic away from your branded results in the search, for example?
 Average Position:
This metric tells you where your site typically ranks for each keyword. Since the vast majority of
traffic goes to the sites in the top 2 positions for a given term, it’s helpful to see how you’re
performing and the impact that has on your traffic.

LINKS TO SITE / INTERNAL LINKS

The link data here keeps getting updated faster and faster. When this was first launched earlier
this year the delay on finding links was around three weeks. Pretty good report for diagnosing
internal link issues. This tool is nothing fancy but URLs are sorted by most internal links. Use this
to diagnose pages on your site that should be getting more internal link juice.

Page 67
SITEMAPS

Remove URLS from index

Use this tool to generate a custom robots.txt file that specifies exactly how the search engine’s
automated spiders should read and parse your website’s content.

HTML SUGGESTIONS

A quick glance at the information found here will let you know whether or not changes should
be made to your website’s Meta tags.

CONTENT KEYWORDS

The Content Keywords tab, found under the Google Index section in the left hand navigation,
lists the most common keywords Google found when crawling your website. By extension,
these are the keyword queries that most often display search results from your website. Keep
an eye out for unexpected keywords on this list as this will warrant further investigation and,
very likely, corrective action.

Page 68
STRUCTURED DATA

If you make use of microdata on your website (and you really, really should), check this page to
track the specific types detected on your website.

DATA HIGHLIGHTER

Data Highlighter is a webmaster tool for teaching Google about the pattern of structured data
on your website. You simply use Data Highlighter to tag the data fields on your site with a
mouse. Then Google can present your data more attractively – and in new ways – in search
results and in other products such as the Google Knowledge Graph.

For example:
If your site contains event listings you can use Data Highlighter to tag data (name, location,
date, and so on) for the events on your site. The next time Google crawls your site, the event
data will be available for rich snippets on search results pages:

SCHEMA.ORG

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a
structured data markup schema supported by major search engines. On-page markup helps
search engines understand the information on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters to decide on a markup schema and get
the maximum benefit for their efforts. Search engines want to make it easier for people to find
relevant information on the web. Markup can also enable new tools and applications that make
use of the structure. Website: https://schema.org/

Page 69
 G OOGLE A NALYTICS

INTRODUCTION

Your customers go everywhere; shouldn't your analytics? Google Analytics shows you the full
customer picture across ads and videos, websites and social tools, tablets and smartphones.
That makes it easier to serve your current customers and win new ones.
 Know your audience
No two people think exactly alike. Google Analytics helps you analyze visitor traffic and paint a
complete picture of your audience and their needs, wherever they are along the path to
purchase.
 Trace the customer path
Where customers are can be as critical as whom they are. Tools like Traffic Sources and Visitor
Flow help you track the routes people take to reach you, and the devices they use to get there,
so you can meet them where they are and improve the visitor experience.
 See what they're up to
Do some types of people give you better results? You'll find out with tools like In-Page
Analytics, which lets you make a visual assessment of how visitors interact with your pages.
 Reach your performance goals
When you need to see how your marketing programs are performing on all digital platforms,
Google Analytics is ready to help.
 Reach the right audience
To make the most of your marketing resources, your campaigns have to work together to
deliver the right messages at the right moments.
 Reach peak capacity
Your site may look great, but if it doesn't work well you'll lose business.

HOW ANALYTICS TOOL WORKS

There are four main components to the Google Analytics system: data collection, configuration,
data processing and reporting.
 Collection: You can use Google Analytics to collect user interaction data from websites,
mobile apps, and digitally connected environments like kiosks or point of sale systems. For
websites, Google Analytics uses JavaScript code to collect information.

Page 70
 For mobile apps, you must add extra code to each "activity" you want to track. Note that
since mobile devices are not always connected to the internet, data cannot always be sent
to the collection server in real time.

 Processing: Data processing is the “transformation” step that turns your raw data to
something useful.

 Configuration: Google Analytics applies your configuration settings, such as filters, to the
raw data. Once your data is processed, the data is stored in a database. Once the data has
been processed and inserted into the database, it can’t be changed.

 Reporting: Typically, you will use the web interface to access your data.

COOKIE TRACKING

Cookies are at the heart of Google Analytics. Not just because they are delicious, but because
they provide a critical link in tracking return visitors and attribution.

How Google Analytics Uses Cookies

Certain report in Google Analytics depends heavily on cookies. If a visitor deletes or blocks their
cookies then information for that visit or visitor will be misinterpreted or lost.
Unique Visitors
Cookies are a major component of unique visitor tracking. They tie all the activity of a visitor
into a single visit, and are used to determine when a visit ends.
Activity
Cookies store vital information about each visit. They store the start time of the current visit
and keep track of how many pages have been viewed so far. If a visitor closes the browser or is
inactive for too long, the cookies will indicate that the visit has ended.
Traffic Source
Cookies are the main vehicle for attributing visit information and conversions to specific
marketing campaigns or traffic sources. Each time the visitor comes to the site, the code stores
new referral or campaign variable information in the visitor's cookies.

GET STARTED WITH GOOGLE ANALYTICS

To start collecting basic data from a website or mobile app:

 Create a new Google Analytics account if you do not have one. Visit
www.google.com/analytics, click the Access Google Analytics or Create an account button
(top right), and follow the on-screen instructions.
 Set up a property in the account you have created.
 Follow the instructions to set up web tracking

Page 71
After creating account you can configure your account, property, and view. For example, you
can:
 Add reporting views that filter out internal traffic from your own company or show traffic
only for specific parts of your site.
 Allow other users to see reports and give them permission to make changes in configuration
settings.
 Set up Goals so track conversion rates in your reports.
 Link your Google Analytics account to your AdWords account.
 Browse the Solutions Gallery for dashboards, custom reports and segments that you can
use for your account.

ACCOUNT CREATION

Page 72
GET TRACKING ID & ADD IN WEBSITE

To set up the web tracking code:

Find the tracking code snippet for your property:

1. Sign in to your Google Analytics account, and select the Admin tab. From the ACCOUNT and
PROPERTY columns, select the property you’re working with. Click Tracking Info > Tracking
Code.

2. Find your tracking code snippet. It's in a box with several lines of JavaScript in it. Everything
in this box is your tracking code snippet. It starts with <script> and ends with </script>.

3. The tracking code contains a unique ID that corresponds to each Google Analytics property.
Don’t mix up tracking code snippets from different properties, and don’t reuse the same
tracking code snippet on multiple domains.

4. Copy the snippet. Don’t edit your snippet. Just copy it. You might want to paste it into a text
document if you’re worried about accidentally losing or changing the snippet from your
clipboard.

5. Paste your snippet into every web page you want to track. Paste it immediately before the
closing </head> tag.

6. If you use templates to dynamically generate pages for your site (like if you use PHP, ASP, or
a similar technology), you can paste the tracking code snippet into its own file, then include
it in your page header.

7. Check your setup. Make sure that the tracking snippet installed on your website matches
the code shown in the view, and see more ways you can verify your setup.

Page 73
WHAT IS BOUNCE RATE?

Bounce rate is the percentage of single page visits (or web sessions). It is the number of visits in
which a person leaves your website from the landing page without browsing any further.
Google analytics calculates and reports the bounce rate of a web page and bounce rate of a
website.

Reasons for a high bounce rate

A high bounce rate can be caused by one or many different factors, including:

Single page site

If you have only one page on your site, Google Analytics doesn't register multiple pageviews
unless users reload that page. As a result, single-page sites tend to have high bounce rates. To
find out how people use this type of site, implement other content tracking methods, like
Events.

Incorrect implementation
If you're seeing a high bounce rate from a multiple-page site, check to see that you've added
the tracking code to all your pages. See verifying your setup for more information.

Site design
If all your pages contain the tracking code but you're still seeing a high bounce rate, consider:
 Redesigning the entrance (or landing) pages
 Optimizing those pages so they correlate better with the search terms that bring users to
your site, with ads you're running, or with keywords you've purchased
 Changing the ads or keywords to better reflect page content
 Experiment with site-wide changes to optimize your site with Content Experiments.

User behavior
Other factors may be solely attributed to user behavior. For example, if a user bookmarks a
page on your site, goes to it, and leaves, then that's considered a bounce.

HOW TO REDUCE BOUNCE RATE

 Add links to more pages within your website in your content. Think about other pages that
people interested in that piece of content will want to see, and link to them throughout the
content.
 Go beyond just product pages. Someone may not be ready to purchase a product, but they
might just want to learn more about it.
 Add links to content everyone will love to your sidebar. If your design includes a sidebar
that remains throughout your website, then include links on that sidebar that everyone
would enjoy.

Page 74
 Improve your content.

INTEGRATE ADWORDS & ANALYTICS ACCOUNT

The linking wizard makes it easy to link your AdWords account(s) to multiple views of your
Analytics property. If you have multiple Analytics properties and want to link each of them to
your AdWords account(s), just complete the linking wizard for each property.

1. Sign in to your Analytics account.

Note: You can also quickly open Analytics from within your AdWords account. Click
the Tools tab, select Google Analytics, and then follow further instructions.
2. Click the Admin tab at the top of the page.

3. In the Account column, select the Analytics account that contains the property you want to
link with one or more of your AdWords accounts.
4. In the Property column, select the Analytics property you want to link, and click AdWords
Linking.
5. Select the checkbox next to any AdWords accounts you want to link with your Analytics
property. If you have an AdWords manager account (MCC), expand the manager account
by clicking the arrow next to it, and then select the checkbox next to each of the managed
AdWords accounts that you want to link.

Page 75
6. Click the Continue button.
7. In the Link configuration section, enter a link group title to identify your group of linked
AdWords accounts.
Note: Most users will only need one link group. We recommend creating multiple link
groups only if you have multiple AdWords accounts and want data to flow in different ways
between these accounts and your Analytics property. For example, you should create
multiple link groups if you need to:
 Link different AdWords accounts to different views of the same Analytics property
 Enable auto-tagging for only some of your AdWords accounts
8. Select the Analytics views in which you want the AdWords data to be available.

Page 76
9. If you've already enabled auto-tagging in your AdWords account, skip to the next step.
The account linking process will enable auto-tagging for all of your linked AdWords
accounts. Click advanced settings only if you need to manually tag your AdWords links.
10. Click the Link accounts button. Now, your accounts are linked.

UNDERSTANDING FILTERS & SEGMENTS

Filters allow you to limit and modify the data that is included in a view. For example, you can
use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or
directory, or convert dynamic page URLs into readable text strings.

Advanced Segments allows you to isolate specific types of traffic within your Google Analytics
reporting. For example, you can see your Google Analytics standard reporting data for visitors
from only the United States if that’s what you want to do. In this post, we’re going to look at
how you can create and use Advanced Segments in the new Google Analytics.

Page 77
 R EPORTING A A ND NALYSIS T OOLS

WEBSITE ANALYSIS TOOLS

The website analytics tool is used for the measurement, the analysis and the reporting of users
behavior in order to understand and optimize the use of your website. Website analysis tool
gives you a full review of your website including:
 Visitors
1. Traffic Estimations
2. Traffic Rank
3. Visitors Localization
 Social
1. Social Impact
 Mobile
1. Mobile Rendering
2. Mobile Load Time
3. Mobile Optimization
 SEO:
1. WWW Resolve
2. URL Rewrite
3. IP Canonicalization
4. robots.txt
5. XML Sitemap
6. Underscores in the URLs
7. Google Preview
8. Title
9. Description
10. Inside Pages Analysis
11. Headings
12. Images
13. Text/HTML Ratio
14. Flash
15. Frames
16. Blog
17. Keywords Consistency
18. Back links Counter
 Usability
 Technologies

Page 78
KEYWORD DENSITY CHECKER

Keyword Density is the number of times a word or phrase is used in a piece of writing, divided
by the total number of words of the article, and expressed as a percentage. For example, if a
specific word occurs 10 times in an article that is 500 words long, the keyword density for that
word would be 10 divided by 500 x 100 = 2%.

Keyword Density Analysis is one part of what’s called SEO On Page optimization. Search Engine
Optimization (SEO) is broadly divided into
 On Page SEO – the contents and organization of your own website – and
 Off Page SEO which is all the promoting you do outside your own website.

You only have to do the basic things well, to be good at Search Engine Optimization (SEO). You
don’t have to perfect, or have fancy skills. You don’t have to be an expert or have studied SEO
for years. You can do a good job optimizing your content with a few simple steps, once you
know how.

BROCKEN LINK CHECKER TOOL

This tool is used to check for Broken Links on a website. Broken links are links that lead
nowhere; Clicking on the link will show an error page. Iwebtool is Broken Link checker tool
How to use this tool
1. Enter a domain name. (e.g. www.iwebtool.com.)
2. Click “View” button for tool to start searching for broken links.
3. The results will be shown in a table below.

 A “Tick” sign next to the link represents that the link is working.
 A “Cross” sign next to the link represents that the link is broken.
 To check broken links on a specific page, click on the link.

SPIDER SIMULATOR TOOL

A lot of Content and Links displayed on a webpage may not actually be visible to the Search
Engines, eg. Flash based content, content generated through JavaScript, content displayed as
images etc.

This tool simulates a Search Engine by displaying the contents of a webpage exactly how a
Search Engine would see it. It also displays the hyperlinks that will be followed (crawled) by a
Search Engine when it visits the particular webpage.

Page 79
 S OCIAL M EDIA O PTIMIZATION

WHAT IS SOCIAL MEDIA?

Social media is the collective of online communications channels dedicated to community-

based input, interaction, content-sharing and collaboration. Social media is becoming an
integral part of life online as social websites and applications proliferate. Most traditional online
media include social components, such as comment fields for users. In business, social media is
used to market products, promote brands, and connect to current customers and foster new
business.

UNDERSTANDING ITS IMPORTANCE

 Increased Brand Recognition. Every opportunity you have to syndicate your content and
increase your visibility is valuable. Your social media networks are just new channels for
your brand’s voice and content. This is important because it simultaneously makes you
easier and more accessible for new customers, and makes you more familiar and
recognizable for existing customers.
 Improved brand loyalty. According to a report published by Texas Tech University, brands
who engage on social media channels enjoy higher loyalty from their customers.
 More Opportunities to Convert. Every post you make on a social media platform is an
opportunity for customers to convert. When you build a following, you’ll simultaneously
have access to new customers, recent customers, and old customers, and you’ll be able to
interact with all of them.
 Higher conversion rates. Social media marketing results in higher conversion rates in a few
distinct ways. Perhaps the most significant is its humanization element; the fact that brands
becomes more humanized by interacting in social media channels. Social media is a place
where brands can act like people do, and this is important because people like doing
business with other people; not with companies.
 Higher Brand Authority. Interacting with your customers regularly is a show of good faith for
other customers. When people go to compliment or brag about a product or service, they
turn to social media.
 Increased Inbound Traffic. Without social media, your inbound traffic is limited to people
already familiar with your brand and individuals searching for keywords you currently rank
for.

Page 80
 Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six
hours of effort per week were enough to generate increased traffic.

 Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search
engines, but the requirements for success are always changing. It’s no longer enough to
regularly update your blog, ensure optimized title tags and Meta descriptions, and
distribute links pointing back to your site.
 Richer Customer Experiences: Social media, at its core, is a communication channel like
email or phone calls. Every customer interaction you have on social media is an opportunity
to publicly demonstrate your customer service level and enrich your relationship with your
customers.
 Improved Customer Insights. Social media also gives you an opportunity to gain valuable
information about what your customers are interested in and how they behave, via social
listening. For example, you can monitor user comments to see what people think of your
business directly.

SOCIAL MEDIA MARKETING

Social media marketing refers to the process of gaining website traffic or attention through
social networking sites such as Facebook, twitter, Google+, LinkedIn and much more.

It is a program usually center on efforts to create content that can attracts user, gain attention
and encourages readers to share it with their social networks. A corporate message spreads
from user to user and presumably resonates because it appears to come from a trusted, third-
party source, as opposed to the brand or company itself. This is a form of marketing that is
driven by word-of-mouth.

WHAT IS VIRAL MARKETING & IMPORTANCE?

Viral marketing is the goal of many companies looking to leverage the social media space to
promote their products. Defined as piece of content generated by a person or business that
inspires consumers to eagerly share it with their expanded social circle, viral marketing can help
build brand recognition instantly — but is easier said than done.

 Instant Awareness
Viral marketing can be important in launching a new product by getting your brand in front of a
large potential market quickly.
 Make It Easy
A viral campaign isn’t the place to tell your audience every single detail of your product or
service, even if it's their first exposure to what you're selling.
 Get Their Attention

Page 81
Companies can be tempted to make the new product’s attributes the centerpiece of a viral
marketing effort, but if that’s the star of the show it usually falls flat.
 Measuring Effectiveness
It’s important to build in metrics to let you know if your campaign is going viral, and if it’s
having the desired effect on brand awareness.
 Control Factor
The biggest risk isn’t the possibility that a campaign will fall flat, but the loss of control that a
viral marketing campaign necessitates.

MARKETING IN SOCIAL NETWORKING WEBSITES

Social media marketing strategies to drive traffic to a small business’ website range from the
basic things everyone should be doing to sophisticated methods that take a little more time and
effort.
 Include Your Website on All Your Social Networks
The first thing you need to do on any new social network for your business is to include your
website URL.
 Social Media Monitoring and Engagement
Once you have all your social networks set up with your website URL, you can start proactively
monitoring and engaging on your social networks.
 Start a Company Blog
One of the biggest barriers to effectively using social media to drive traffic to your website is a
lack of new content.
 Social Media Advertising
To take it up a notch, you can start using social media ads to increase website traffic.
 Twitter Chats and Google Hangouts

BLOGGING

Blog content marketing with SEO and social media

There are interdependencies between search and social media marketing. Blogging can play a
large role and help to align social & search efforts. The effect of blogging on a marketing
campaign is largely dependent on key factors related to social network distribution and search
engines.

Page 82
As a marketer begins to plan out a content campaign for Inbound marketing, it is vital to
consider the role of social media and search. Decisions made in the early, planning stages can
affect the outcome of an inbound campaign. Factors include URL design; duplicate content,
duplicate URL structures (canonical links), spam protection, content management, design of
content, visuals/photos, time of release and promotion all contribute to the success of a
content-lead campaign and need to be considered early on.

Blogging strategy considerations for search and social media marketing

 Start with an RSS feed that you can track. Consider Feed burner. Strive to build up a
readership and use the RSS feed as one of the units of measure for blog popularity.
 Write your content for both humans and robots, but not too much for robots… Use SEO
best practices – like remembering unique and highly relevant title tags, header tags and
keywords
 Add social sharing buttons to your individual content pages. Make them easily accessible,
and find ways to encourage users to share your content.
 If your blog uses commenting, ensure that you read and contribute to the comments in a
meaningful way. Encourage thoughtful commenter’s by Liking or responding to their
messages and questions.
 Stickiness matters: Update content and posts that are generating interest or have
“stickiness.” This will provide a measure of freshness to your blog, which is a search signal.
 Participation not spam: Build your social accounts by participating in the respective
communities. Don’t just repost your own content. This is dull and discourages others from
following you. Share insightful content, ideas and reports that are interesting to others.
 Earn subscribers:
 Provide premium content (non-sales content) to readers in exchange for subscribing to an
email list. Ensure you email them within the first month with content that is truly
interesting (again, non-sales content). Don’t just push out sales and promotional
messages; otherwise you will lose support and readers.
 Monitor inbound links, social media shares and other forms of content endorsement.
Improve the highly-endorsed and shared content within your blog or website. Consider
other articles that relate to those being shared. Create links between similar content
items.
 Alerts: Create a Twitter, Facebook, Google plus alert for keywords relating to your brand
or blog themes to connect with supporters, endorsers and potential ones. Follow
conversations online and try to build an online PR process that includes community
building practices.
 Online PR: Remember that PR can be largely about relationships. Don’t just spam
journalists with the hopes of getting your blog or business some media exposure.
Consider helping to promote others, join communities and groups and be a thoughtful
participant online to build support for your own efforts. Start with other bloggers like
yourself.
 Attractive content please: Use media in content to improve its attractiveness. This will
help garner Likes, shares and reduce the bounce rate on longer content pieces

Page 83
  Optimization of headlines: Headlines and titles should be studied, tested and optimized…
 Strategy for SEO: Make sure you have a keyword strategy for SEO. Don’t just go after
random keywords. Try to have a focused strategy with a family of related terms. Select
designation pages within your website or blog for the most competitive of those
keywords. Ensure that those resignation pages are useful, interesting, helpful, etc, etc for
your readers.

FACEBOOK

Facebook’s casual, friendly environment requires an active social media marketing strategy that
begins with creating a Facebook Business Fan Page. You will want to pay careful attention to
layout, as the visual component is a key aspect of the Facebook experience. Social media
marketing for business pages revolves around furthering your conversation with audiences by
posting industry-related articles, images, videos, etc

TWITTER

Twitter is the social media marketing tool that lets you broadcast your updates across the web.
Follow tweeters in your industry or related fields, and you should gain a steady stream of
followers in return.

Mix up your official-related tweets about specials, discounts, and news updates with some fun
and quirky tweets interspersed. Be sure to retweet when a customer has something nice to say
about you, and don’t forget answer people’s questions when possible. Using Twitter as a social
media marketing tool revolves around dialog and communication, so be sure to interact as
much as possible

LINKEDIN

LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great
venue for entering into a professional dialog with people in similar industries and provides a
place to share content with like-minded individuals.

Encourage customers or clients to give your business a recommendation on your LinkedIn

profile. Recommendations make your business appear more credible and reliable for new
customers. Also browse the Questions section of LinkedIn; providing answers helps you get
established and earns trust. LinkedIn is the Social Network for Professionals, Entrepreneurs,
and Managers. Because of the user network, you want your profile to stand out to make it
effective. Here are some key ways to supercharge your LinkedIn profile:

Page 84
  Optimize your profile:
Add keywords that characterize your specialization or brand. Some areas to add keywords as
you build your profile include:
 Headline:
This is the space that visitors see first, after your name of course. The headline should feature
keywords that describe what you offer.
 Work Experience:
Your most current information is important and how you describe it is even more important.
Use descriptive words when adding keywords in this area (i.e., “social media marketing”
consultant instead of “marketing” consultant)
 Summary:
Use this area to provide details on your specific brand. This is where you list the types of
services you provide and what you are offering potential clients.
 Personalized URL:
Create a personalized URL for your LinkedIn Profile. Use keywords or the same name you use
on other profiles that identify your brand.

 Skills and Expertise:

As you add your professional experience, don’t forget to add something more personal like
human skills, abilities and characteristics.
 Don’t forget your blog:
Providing a link to your blog makes your profile more attractive to anyone viewing your profile.
Remember when adding a link to your blog not to use LinkedIn’s default of “My Blog” but use
the “Other” option so you can use keywords that relate to what your blog is about. The same is
true for any of the three websites you highlight on your profile.
 Ask for Recommendations:
You know your strengths but asking others that you have worked with in the past to write a
quick recommendation for you will only add value to your profile. If someone writes a
recommendation for you, don’t forget to return the favor.
 Groups:
Joining groups is important. But adding to the discussions in groups is even better.
Contribute…Join…draw people’s attention to your own brand.
 Utilize other accounts:
Use your Twitter account and blog to add to your own LinkedIn profile. You can share your
relevant Tweets by adding #LI in front of your post on Twitter. Also adding select tags on blog
posts makes them apparent on your LinkedIn profile.

Page 85
  Add connections:
The more connections, the more opportunities you have to market your brand.
 Videos and Slideshare:
Add videos of events or information you want to promote. You can also add slides of a
presentation you recently gave using SlideShare. These items will markets you as an authority
in your field.

YOUTUBE

YouTube is the number one place for creating video content, with can be an incredibly powerful
social media marketing tool. Many businesses try to create video content with the aim of
having their video “go viral,” but in reality those chances are pretty slim. Instead, focus on
creating useful, instructive “how-to” videos. These how-to videos also have the added benefit
of ranking on the video search results of Google.

SLIDESHARE

SlideShare decks let you share conference presentations, curate content, create how-to guides
and more. But none of that content matters if people don’t see it. Unlike other social platforms
that are saturated with competition, SlideShare is still relatively open. With SlideShare you can
reach a new audience from the very first day you start using it.

BRANDING YOU PRODUCT / SERVICES USING PPT ON SLIDESHARE

 Focus on the audience.

When planning your content, think less about what you want to say, and more about what the
audience needs.
 Rank Higher With Keywords and Phrases
 Appeal to Readers with How-To Guides
 Grab Attention with List Titles
 Readers love lists.
 Share Useful Industry Information
 Post Presentations to LinkedIn

Page 86
SOCIAL MEDIA MANAGEMENT TOOL (SMMT)

• Social Media Dashboard

• Connecting different Social Networking site with SMMT
• SMMT Connection with Social Media Platforms.
• Analytics for SMMT

As social media increasingly becomes optimized for brands, marketers are finding themselves
juggling multiple accounts across a variety of networks. With so many statuses to update and so
little time, keeping you organized is key.

HootSuite, a web-based social media management tool, is a great place to start. It has a user-
friendly interface and the basic plan, which has fairly robust features, is free. Unlike other social
media management systems, HootSuite is accessed through your web browser rather than a
desktop client. HootSuite can be used to manage multiple social profiles, schedule messages,
track brand mentions and analyze social media traffic and more. And with three different plan
types, there is something to fit everyone’s needs.

 Sign Up for HootSuite

The Sign Up wizard will get you started with a HootSuite free plan, and helps you connect one
or more social networks. To sign up for HootSuite
1. Type your email address, full name and create a password.
2. Click Sign Up Now.

Page 87
Alternatively, you can click the Plans & Pricing button on the HootSuite.com homepage to
begin your 30-day trial of HootSuite Pro, or request a demo of a HootSuite Enterprise plan to
discover if it fits your needs.

 Add Social Networks

Adding social networks to your HootSuite dashboard allows you to complete actions such as
scheduling status updates and Tweets, tracking brand mentions and analyzing social media
traffic. To add a social network
1. Click Add Social Network button.
2. Select a social network.
3. Connect your social network.
4. Repeat as necessary.

Page 88
 Add Tabs and Streams
Creating tabs and streams allows you to perform and save advanced searches, filter for content
and manage lists and followers.

 Adding Tabs
Adding tabs to your HootSuite dashboard is an easy way to group streams and keep your
dashboard organized. To add a tab
1. Click plus (Add Tab) icon.
2. Type tab name and then press ENTER.

 Adding Streams
After adding social networks to your HootSuite dashboard, you can add corresponding streams
of content. Adding a Twitter profile? Corresponding streams might include Home Feed,
Mentions and Scheduled Tweets. To add a stream
1. Click Add Stream.
2. Select a social network.
3. Select a profile.
4. Select a stream.

Page 89
 Compose and Send Messages
Engage your audience and grow your following by composing and sending messages regularly.
To compose and send a message
1. Click to select a social network (more than one can be selected).
2. Type your message.
3. Click Send.

Page 90
 E -MAIL MARKETING
HOW EMAIL WORKS

Till 1971, people were able to send messages to other people working on same system only. In
1971, the first e-mail message was sent by Ray Tomlinson. Though that was a very simple
message based communication but it formed the basis of how advanced e-mails have become
today.

The main components of an e-mail system that facilitate sending and receiving of e-mails on
Internet are:
 An e-mail client
 An e-mail server (SMTP server)
 POP and IMAP servers.

Let’s study these and then finally try to connect the dots to understand the complete system.
An Email Client

If you use e-mails for online communication then you would definitely be using an e-mail client.
An e-mail client provides you with the following capabilities:
 Provides a list of messages that people have sent to you. Each entry in the list contains the
name of sender, a subject, a few words from the message body and the time/date on which
it was received.
 Provides the ability to read a complete message, reply to it or forward it to other people.
 Provides the ability to compose a new message and send it to the desired recipients.
 Delete a message.

The e-mail clients could be standalone (like Microsoft Outlook, Pegasus etc) or could be web
based (like Gmail, yahoo etc). There could be many advanced abilities that e-mail clients may
provide but whatever the type of e-mail client be, the core abilities described above are
provided by all type of clients.

An Email Server
Whenever you send a message from your e-mail client, it goes to an e-mail server. The e-mail
server manages the messages received by it. It forwards the message to a POP or IMAP service
if the message is to be sent to a recipient on the same subnet else it follows the standard
procedure to send the message over Internet to the destined person.

An e-mail server comes into the picture twice if e-mail is sent over Internet to a remote
destination. First it’s the sender’s e-mail server that sends the e-mail over the Internet and
second is the receiver’s e-mail server that receives the e-mail and makes sure that it is delivered

Page 91
to the recipient’s system. On the other hand, an E-mail server comes into picture only once
when the recipient is on the same subnet.

SMTP servers are widely used as e-mail servers all over the internet. An SMTP server is also
known as Mail Transfer Agent (MTA).

POP and IMAP Servers

As already explained, these servers come into the picture when a message is received by SMTP
server and it needs to be forwarded to the actual recipient. Let’s discuss both these servers one
by one:

 POP
POP stands for Post Office Protocol. A POP (or POP3) server in its simplest form stores the
messages for a particular user in a text file. The file for a particular user is appended with
information each time an e-mail is received by a POP server. If your e-mail client is configured
to use a POP3 protocol then whenever you try to fetch e-mails through your e-mail client then a
request is sent to your POP server for the same.

A POP server requires the log-in credentials of a user that are sent through e-mail client. Once a
user is authenticated, the POP server provides access to user’s e-mails. As with any client
server architecture, the e-mail client interacts with the POP server through a predefined set of
commands.

Here is a list of common commands used to interact with POP server:

 USER – For User-ID
 PASS – For Password
 LIST – Provide message list
 DELE – To delete a message
 QUIT – To end the interaction
Please note that the e-mail client connects to port 110 on the server where POP service is
running. After connecting the e-mail client issues the commands (as described above) to the
POP server to authenticate, fetch e-mail, list e-mails etc.

 IMAP
IMAP stands for Internet message access protocol. This protocol is also used to access e-mails
but it is far more capable than POP. One of the most prominent features an IMAP server
provides is the central access to e-mails. Unlike POP server, an IMAP server keeps the e-mails
on the server itself and so you can access e-mails from any machine or device.

This server also provides easy management of e-mails like searching, categorizing the e-mails
and placing them into various sub-folders etc. The only problem that one could imagine with
IMAP server is that you always need an Internet connection so that the e-mail client is able to
fetch e-mails from the IMAP server. But today, almost all of the e-mail clients have the
capability to cache the e-mails so that you can even view them when you are offline.

Page 92
To interact with IMAP server, the e-mail client connects to server machine on port 143. As with
POP, IMAP server also understands a set of commands which the e-mail client uses to connect
with the server.

Connecting the Dots

With the understanding of all the major components used in e-mail system, lets connect the
dots and understand how the whole e-mail system works:

 An e-mail client like Gmail, yahoo, outlook etc is used to create or reply to an e-mail.
 Once the e-mail is drafted successfully, it is sent using the e-mail client.
 This e-mail first goes to the SMTP server (also known as MTA (Mail transfer agent) ) to
which the e-mail client is connected.
 The e-mail server looks out for the recipients address. The address is of the
form <name>@domain.com
 The e-mail server first uses the DNS technique to resolve the domain name into a valid
IP address.
 Next it sends the e-mail to this IP address over the Internet.
 Now the e-mail traverses over the Internet in a series of IP packets and reaches the
destination SMTP server or the MTA.
 This server collects all the e-mails and places them to appropriate location so that these
are accessible to your e-mail clients through POP or IMAP services.

CHALLENGES WHILE SENDING BULK EMAILS

 User's expectations
 Outgoing emails restrictions set by hosting providers
 Incoming email filters set by recipient servers and their users
 Compliance - legal and tacit agreements

Page 93
  Avoiding getting blacklisted

EMAIL MARKETING TOOLS

Here, we will discuss most well-known E-mail Marketing tool that is ‘MAILCHIMP’. When you
create a campaign using MailChimp Campaign Builder, you can select a campaign type, add
recipients, choose a template design, and add your own content.

 Create a campaign
1. Navigate to the Campaigns page in your account.
2. Click the Create Campaign button in the top right corner to create a Regular Ol’
Campaign.
3. If you’d like to create a Plain-Text Campaign, A/B Split Campaign, RSS-Driven
Campaign, or an Inbox Inspection Campaign click the drop down and select that
options.

1. On the Recipients step, select the list that you’d like to send your campaign to.
2. To send to your entire list and proceed to the next step, click the Setup step in the progress
bar or the Next button in the bottom right-hard corner. To send to a segment of your list,
click the name of the list and select the Send to a segment option to add your segmenting
conditions. Then click the Setup step in the progress bar or the Next button in the bottom
right-hard corner.
3. On the Setup step, add your Email subject, from name, and from email address. Use the
options below to select tracking, connect Social Media options, and set advanced options.
When you’re finished, click the Design step in the progress bar or the Next button in the
bottom right-hard corner.
4. On the Design step, select one of the following options to create and add your content:

Page 94
 1. Use the Email designer to create your design from scratch or select one of our Classic
or Predesigned templates to get started.
2. My Templates allows you to select from any templates you’ve previously saved or
imported
3. Paste in code that you’ve created outside of our system.
4. Code a reusable template directly in MailChimp.
5. Import your code from a URL.
6. Import a zip file to use as a campaign.
7. Once you’ve completed your design, Use the Preview & Test drop down at the top of the
page to Open Popup Preview or send a test email.

1. Once you’re satisfied with your design, click the Plain-Text step in the progress bar or the
Next button in the bottom right-hard corner to move forward.
2. Use the Copy Text From HTML button to automatically generate the plain-text portion of
your campaign. Use the Preview & Test drop down at the top of the page to preview the
plain-text

Page 95
1. Once you’ve finalized the Plain-Text step, click the Confirm step in the progress bar or the
Next button in the bottom right-hard corner.
2. Review the pre-delivery checklist presented on the Confirm step.

1. Any errors or missing info will be noted on this screen, click Resolve to navigate directly to
the step to fix the error. If you’d like to make any additional changes, click the Edit button to
return to a step.

Page 96
2. Use the Preview & Test drop down at the top of the page to Open Popup Preview, Send a
Test Email, Run Inbox Inspection, or Test with Delivery Doctor. For additional campaign
testing tips.
3. When you’ve completed testing your campaign, use the Send or Schedule buttons at the
bottom of the page to send to your list.

If you’re ready to send the campaign to your subscribers, click the Send button. The Prepare for
launch modal will appear. Click the Send Now button to send the campaign to your subscribers.

If you select the Schedule option you’ll be able to select the delivery date and time using a
calendar picker and drop down menus. The time zone set for your account will also be
displayed here and you’ll have the option to edit it if it’s incorrect.

Page 97
Tips for creating your HTML Campaign
 When sending a campaign through MailChimp, there are a few things you’ll want to keep in
mind while creating your content. Below we’ll go over a few tips that are helpful for you to
keep in mind.

 MailChimp does not use a BCC field as each recipient on your list is hidden from all other
recipients on your list. We deliver a completely separate copy of your email to each
recipient on your list, allowing you to personalize your content for each recipient, track
clicks and opens, and address each email to the recipient’s name.

 Before you send your email campaign to your entire list, you’ll definitely want to do some
testing. To ensure the best possible result, we recommend sending tests to the entire
popular web based email services, like Yahoo!, Hotmail, and Gmail. Depending on your
audience you might consider setting up AOL and Comcast accounts if possible, or set up
accounts with major ISP’s in your area. You can also use the Inbox Inspector tool to preview
how your email will appear in multiple clients.

 When using a bulk emailing service like MailChimp, it’s important that your campaigns
include both an HTML version as well as a plain-text alternative. Having both of these
versions available will ensure the best possible delivery of your emails, as well as make sure
that your subscribers can view your content as expected, regardless of the email client or
program they’re using.

 MailChimp is designed to send email campaigns that contain only HTML code and plain text
content. While what you put in the code is completely up to you, we do advice against using
Flash in your emails.

Page 98
 ECOMMERCE MARKETING
WHAT IS ECOMMERCE MARKETING?

Ecommerce marketing is, in simple terms, an array of different methods used to to raise
awareness about an individual online store's product lines and encourage potential customers
to buy merchandise. Marketing can include many different components, ranging from market
research that involves no direct appeals for purchase to the advertising geared specifically to
sell items online.
ECommerce businesses may employ some or all of the following:
 Online shopping web sites for retail sales direct to consumers
 Providing or participating in online marketplaces, which process third-party business-to-
consumer or consumer-to-consumer sales
 Business-to-business buying and selling
 Gathering and using demographic data through web contacts and social media
 Business-to-business electronic data interchange
 Marketing to prospective and established customers by e-mail or fax (for example, with
newsletters)
 Engaging in prevail for launching new products and services.

SEO STRATEGY FOR ECOMMERCE WEBSITE

1. Create unique product descriptions for every product. This is extremely important. It's
tempting to use a manufacturer's description for your products, or to repeat sections of
content for similar products, but the best strategy is to create a completely unique description
for each of your products. It's a lot of work up front, but duplicate content can severely hinder
your campaign, and all that extra unique content will pay off immediately.
2. Encourage user reviews. Encourage your users to post reviews on each individual product
page. Amazon executes this perfectly, so look at any product page on Amazon.com for a great
example of how to implement user reviews. Google loves seeing unique, value-adding content,
and with an e-commerce site, you have a key opportunity to generate free content from your
user base. Plus, you'll boost sales by giving people more insight into the quality of the products
you sell.
3. Establish easy site navigation. This is crucial for both attaining higher search engine rankings
and improving your site's user experience. Organize your product pages as intuitively as
possible, separating them into easily searchable and easily understandable categories. Make

Page 99
your site map obvious and easy to follow, and design your site in a way that pleases the eye and
immediately directs users where to go.
4. Optimize your site load times by reducing the size of your images. It's important to have high-
quality images on your product pages, but don't go overboard. Having too many high-quality
images on one page can slow down your site, which is bad for SEO. Instead, reduce the size of
your images, or build a feature that allows users to "zoom in" to see a larger version. This will
keep your load speeds in check while still giving your users the quality they need to see.
5. Link between pages wherever possible. Google prefers websites with value-adding internal
linking. The fewer clicks a user has to make in order to get to any given page on your site, the
better. Improve this by linking each page to several other similar, relevant pages in your
domain.
6. Optimize your site for mobile. This is essential for any site, but especially an e-commerce
platform, which would otherwise be nearly impossible to navigate. Give your users a smooth
mobile experience, either through a responsive design, a specific mobile design, or an
interactive app that allows for a better mobile experience. This will become increasingly
important in the coming years.
7. Integrate your product pages with social sharing. In addition to basic social integration, your
product pages should have social-share buttons so users can pass on information about your
products with their friends and followers. This is a good business practice in general but it's
particularly good for SEO because Google may use social signals as a measure of authority.
8. Keep your out-of-stock and discontinued item pages up and running. This might seem
counterintuitive at first. After all, if you're no longer offering an item, why bother keeping the
page up? It's worthwhile because it gives you more permanent pages, and a greater base of
indexable content for Google bots to scour. All you need to do is add a headline or some other
indication that the item is no longer available.
9. Create seasonal categories to maximize seasonal attention. Seasonal items tend to have
lower keyword competition, with the trade-off being a shorter period of relevance. To get the
most out of your seasonal items, create specific seasonal category pages such as "Halloween
Decor" or "Best in Fashion 2014."
10. Add a community forum and encourage growth. Another major content option for e-
commerce platforms is a community forum where users can exchange information about their
favorite products and make recommendations to one another. It will increase brand loyalty
amongst your participants. Encourage community growth by starting conversations and
responding to questions and complaints whenever possible.
11. Include pictures and videos for every product. E-commerce platforms serve as a perfect
medium for visual content, which is growing in importance for SEO. Include videos and several
high-quality pictures for every product you offer, tagged with relevant metadata, so each image
has a chance of showing up for a relevant image-based search. Just keep them stored in a way
that doesn't interfere with site loading times.

Page 100
12. Make your site secure. It's always been a best practice for e-commerce sites to have HTTPS
encryption for user security. If you don't have it, get it now. In addition to providing an extra
layer of user security, it also provides a significant ranking signal to Google.
13. Build deep inbound links. Link building for e-commerce sites presents a significant
opportunity: ample material for deep linking. When engaging in a link-building campaign, focus
on attaining links to the deepest pages on your site that you can (such as niche product pages).
14. Regularly check your pages for errors. E-commerce sites can grow unwieldy fast, since they
usually have a huge (and growing) number of pages. Perform routine checks to make sure none
of your permalinks are generating 404 errors, and that all of your links to external content are
still functional. You can do this using Google Webmaster Tools and a site-crawling tool such as
Screaming Frog.
15. Build relevantly titled URLs. Every URL on your e-commerce platform should be unique,
relevant to the page, and keyword optimized. If you're using an automated means of page
creation, you might be left with a URL ending in a long series of numbers and letters--change
these immediately. For example, if you're offering a large red umbrella on a specific product
page, end your URL with /large-red-umbrella-v1 rather than /10031490314180.
16. Use catchy Meta descriptions for your products. When a page appears on a search engine
ranking page (SERP), the Meta description appears as text under the hyperlink. Use this to your
advantage by writing compelling copy for each of your products' Meta descriptions. Your goal
should be to immediately catch your user's attention, and draw him or her in.
17. Optimize your site's internal search functionality. It's important to realize that Google isn't
the only search engine you need to be thinking about.

AFFILIATE MARKETING FOR ECOMMERCE MARKETING

An ecommerce website owner appoints affiliates who have some means of reaching a relevant
audience. Affiliates could be website owners, owners of email marketing lists, or specialists in
the arbitrage between pay per click advertising and affiliate commission.

The Main Players:

1. Online shopper
2. Retailer
3. Affiliate
4. Network
5. Agency (you pay an expert to take care of it for you)

Page 101
 SEARCH ENGINE MARKETING
UNDERSTANDING SEARCH ENGINE MARKETING (SEM)

Marketing to internet users through natural search engine result page listings and paid
advertising placement.

Search engine marketing is a multi-billion industry spearheaded by Google, Bing, and Yahoo
that is often broken down to two segments – free (organic) and paid (inorganic) search. Free
search engine marketing, or search engine optimization (SEO), uses on-page and off-page
strategies to help search engines better understand the relative importance of a website’s
pages. Search engine advertising, of pay per click (PPC) advertising, are advertising platforms
search engines provide to advertisers to place their ads. Due to the growing demand and
complex nature of “search,” as search engine marketing firms would like to say, it’s often hard
to determine good SEO/PPC experts from bad SEO/PPC snake oil salesmen. Search engine
marketing services from WordStream offer three core benefits for your business:

Productivity:
By providing a series of keyword management, keyword search tools and automation tools
WordStream enables you to accomplish more search engine marketing in considerably less
time, and with clearer workflow prioritization.

Relevance:
The software creates a system of daily keyword suggestion, and arms you with negative
keyword tools that help you to consistently refine your keyword list. This will help you improve
your search engine rankings and, in turn, earn you a better Quality Score in AdWords.

Value:
WordStream is designed to discover new, inexpensive keyword advertising opportunities, and
the keyword ad software secures algorithmic pricing advantages for you from the search
engines. This saves you money by ensuring a low minimum bid, saves time otherwise spent
searching and analyzing manually, and generates better results for your search engine
marketing campaigns. In the coming paragraphs, we’ll show you how the tools go about
providing this improved efficiency, value, and traffic quality so that you can improve your paid
search returns, your organic SERP rankings, and your overall search engine marketing strategy.

Page 102
ADVANTAGES OF SEM OVER OTHER MARKETING METHODS

Search engine marketing or SEM, helps businesses to get noticed in the long list of different
companies in the same category of business. Links placed higher or on top of search engine
results get the highest attention in the search results and this is why businesses indulge
themselves in search engine marketing. Search engine marketing is achieved through various
search engine optimization techniques, paid listings and other related services which increase
the exposure of a web-site so as to gain high amount of traffic.

Search engine marketing provides various advantages to businesses:

• Cost effective: Search engine marketing is more economical and cost-effective over the
conventional marketing methods. No initialization cost is to be made for marketing a brand
over the internet. Even in case of paid listing, the price of such deployment is still much lesser
than the various campaigns conducted for business development.

• Qualified traffic: Traffic directed through search engines have better knowledge about the
different process and products it’s looking for. So the conversion ratio of visitor-to-customer is
high in online marketing strategy. Advertisements of your business are shown only to the
audience which is already interested in such service. For e.g. a customer looking for software
services would always get listing of different software development companies rather than
“out-of-band” results and vice-versa.

• Customized target parameters: Internet marketers can decide the parameters so as to limit
the search results of their web-site. Parameter like language preference i.e. the link to the web-
site would only be shown if the search is made for particular language. Certain part of the web-
site would be present to the users belonging to a limited geographical area etc.

• Increased internet use: As internet has reached masses, viability of internet marketing
sounds feasible. Number of internet users has been increasing exponentially in past decade and
this has given rise to another form of marketing called viral marketing. More internet users
mean more searches and more potential customers to target.

• Easy result analysis: The success or failure rate of marketing strategies deployed for business
development can be tracked easily. Even if more than one marketing campaigns are executed
simultaneously, the results from each can be tracked separately. Online analytic tools and
recording tools makes it easy for the business development managers to study its effect on the
organization in terms of business, brand awareness etc.

• Premium marketing services: Pay-per-click or paid listing etc. are some of the premium
marketing strategies which requires some initial investment so improve the visibility of the
web-site. Each of them has their own advantages like pay-per-click service only takes the
payment from the client when the link of the company is clicked. Paid listing places the link for

Page 103
the company on the top of the search result page for the keyword matching the context of the
service.

However, search engine marketing cannot be expected to provide the best and fastest results.
To expert an online marketing strategy, it takes time to learn and evaluate the various aspects
and parameters which make online marketing successful.

ORGANIC VS. PAID TRAFFIC

This information also applies to the Organic Search Traffic and Paid Search Traffic reports. Paid
search includes AdWords traffic, as well as paid traffic from other search engines.

While organic search may drive many times more traffic to your site than paid search, you can
use this report to see the quality of traffic driven by each method. For example, if you look at
Site Usage statistics, you may see that organic search delivers 20 to 30 times the number of
visitors, but those visitors view only half as many pages and have twice the bounce rate. And
when you look at Ecommerce statistics, you may see that visitors from paid search have a much
higher rate of transactions, along with a higher average value per transaction, and a higher
dollar value per visit. If you find that your visitors who arrive via paid search represent a
significantly higher value customer that may be an argument to invest more in paid search.

You can test whether paid search contributes to the level and type of traffic you want by
gathering data from periods when you run paid-search ads and comparing that to data from
periods when you don’t run those ads. You can also experiment with turning AdWords
keywords on and off to see whether there’s a resulting change in traffic.

Look at the different search engines (sources) that drive traffic to your site to determine where
you want to invest your resources. For example, if you’re getting an overwhelming amount of
visitors and revenue from a particular search engine, that’s an obvious source of profitable
traffic and an area in which you might want to make further investment; but you might also find
another search engine that delivers only a few visitors, but ones who represent a very high Per
Visit Value. In this latter case, you might want to increase your spend in that area to drive more
of those high-value visitors to your site.

Page 104
DIFFERENCE BETWEEN THE SEO, SMO AND SEM

SEO:
The term stands for Search Engine Optimization. Optimize your Website to be in SERP's as
through Organic Search by following Search Engines SEO Guidelines.

SMO:
Social Media Optimization, promoting your Services or Products on Social Media Sites for being
more popular about you marked as Social Media Optimization.

SEM:
Search Engine Marketing worked under Paid Ad's which placed under Google, Bing, MSN as
AD's with specific keywords and also known as Non-Organic Search.

INTRODUCTION TO GOOGLE ADWORDS

Signing Up for Google AdWords

You can sign in to your AdWords account using your Google Account email address or Gmail
username at http://adwords.google.com . Signing in with your AdWords account:

1. Go to the AdWords homepage at http://adwords.google.com.

2. Enter your Google Account email address or Gmail username in the Email field.
3. Enter your password in the Password field.
4. Click Sign in

Set Time Zone and Currency

When you create your account, you’ll be asked to choose both a currency type and your time
zone. You’ll only be able to change your time zone once, so choose these settings carefully.
They’re used to determine how you’re billed.

Choosing your currency

You should select the currency that you want to use to pay your advertising costs. In addition,
your choice of currency can affect your choices for paying your bills. For example, if you select
Euros as your currency, you’ll only be able to pay in Euros and you might not be able to use
certain credit cards.

Choosing your account time zone

Your reports, statistics, and billing are all affected by the time zone you select. For example,
settings such as your daily budget run on a 24-hour schedule. With more than 200 time zones

Page 105
to choose from, an AdWords account can be set for most of the world’s standard time zones.
We recommend you select your local time zone so your budget cycle ends when your day ends.

All time zones must be in full hour or half-hour increments relative to Greenwich Mean Time. If
your local time zone is one of the few offset a quarter-hour from GMT, the AdWords system
can’t support your time zone. Please choose a different time zone for your account.

Account time zones may be changed once over the life of an account. If you need to correct
your time zone selection, please contact us to request a change.

NAVIGATING THROUGH GOOGLE ADWORDS

There are six main tabs:

 Home:
This contains your Account Snapshot page, an easy-to-read summary of important account
information.

 Campaigns:
Here’s where you’ll spend most of your time when you’re managing your AdWords account.
You can create and edit campaigns, ads, keywords, and campaign settings. In the performance
summary graphs at the top of the page, you’ll see an overview of how your campaigns are
performing. You can also download the tables containing your performance metrics as reports.

 Opportunities:
Find keyword, bid, and budget ideas that can help improve your campaign performance.

Page 106
 Tools and Analysis:
Find account tools that will help you manage and improve your account. Use advanced
reporting tools to locate potential issues and fix them before they become issues.

 Billing:
Enter and change your billing details, see your entire billing history, and print invoices.

 My account:
Control your personal information, such as your sign-in information and user preferences. If you
choose to, you can use this tab to invite a friend or colleague to manage your AdWords
account.

USER INTERFACE ELEMENTS

Home Tab
The AdWords Home tab lets you see the information about your account that matters the most
to you. You can customize the tab by selecting the performance modules you want to see. Set
up custom alerts and filters to monitor your performance in even more detail.

How to set up your Home tab

We’ve set up a few filters to get you started, but you can set up custom alerts and saved
filters for your account so you can further customize your Home tab. These alerts and filters
give you easy access to your most important keywords and campaigns, as well as important
account events, such as when you’re approaching your daily budget or experiencing a
significant drop in traffic.

Example
Let’s say you want to see which keywords get impressions (this means your ad displays when
someone searches on your keywords) but no clicks. You might create a filter to display any
keywords with at least 20 impressions but zero clicks. Once you save that filter, you’ll be able to
add it to the Home tab and immediately check up on those keywords every time you log in.

Graph:
You’ll find a performance graph at the top of the tab to help you quickly identify changes in
performance. You can compare performance across two date ranges, or between different
metrics.

Page 107
Keyword performance module:
There are several keyword performance modules on the tab to get you started, but you can
also define your own “best-performing” or “worst-performing” limits by creating saved filters.

Page 108
Monitor specific campaigns:
You can still choose campaigns to watch by setting up saved filters for the campaigns you’d like
to watch. Make sure to click the checkbox to save the filter so it’ll be available as a section on
your tab.

Page 109
Accessing the Home tab on your mobile device
You can access the information on your Home tab from your mobile device by visiting AdWords
on your phone’s browser. If you make changes to thing you created on your Home tab, such as
filters and alerts, they’ll show on your mobile phone.

If you’re using a compatible mobile device, we’ll automatically redirect you to AdWords for
mobile.
If you have an MCC account, you’ll be taken to the desktop version of AdWords.

The Campaigns tab is where you go to set up and manage your ads. Within this tab, you can
change the settings of your ad groups, ads, and keywords. You can also see and customize your
account statistics, download your data, and more.

Here’s what the tab looks like, along with basic explanations of some terms you’ll come across.
Just click the terms below to get an overview of each one.

Page 110
1 & 2 Campaigns tabs
Get to the Campaigns tab by signing in to your AdWords account and clicking
the Campaigns tab at the top. Think of this tab as your main gateway to access all of
your campaigns and the features that can help you check and improve their performance.

No, you’re not seeing double! As you get to know your AdWords account, you may notice that
there’s a second tab that’s also called Campaigns. It’s located in the middle of the page, next to
the tab marked Ad groups. This second Campaigns tab shows an overview of all of your
campaigns and their statistics at a glance. Just click on a campaign in the list to get a closer look
at all of the ad groups within it. The Campaigns tab will disappear when you’re looking at the ad
groups.

1. Ad groups tab
The Ad groups tab is a fast way to see and edit details of all the ad groups in your AdWords
account. This tab can show you ad groups from a single campaign or from all campaigns.

2. Settings tab
The Settings tab lets you adjust settings that affect an entire campaign, such as budget,
network and bidding options, language, location and device targeting, campaign end date, ad
scheduling, and more.

3. Ads tab
The Ads tab is where you can view data about each individual ad in your account. This allows
you to compare ads, see which ones are most successful, and use that information to create
even better ads. You can also edit, pause, or delete ads that aren’t performing as well as others.

4. Keywords tab
The Keywords tab is a one-stop keyword management shop. You can see keywords that you’ve
selected for all of your campaigns, or just those for a single ad group. You can also get
performance and quality information about your keywords that can help you decide whether to
create more keywords, or edit, pause, or delete the ones you’ve already created.

5. Dimensions tab
The Dimensions tab lets you slice and dice your data by the dimension of your choice across an
ad group, a campaign, or your entire account. You can use Dimensions to view statistics that
cut across other AdWords tabs. For example, you can view your total stats by month, hour, or
geographic region. You can customize your table to compare your total clicks in January across
ad groups, or see individual cities where your clicks came from.

6. Display Network tab

The Display Network tab is where you can manage your display campaigns and see
performance data about your ads on the Display Network. Manage your display campaigns by
adding or editing targeting methods like keywords, placements, topics, interests
and remarketing lists, gender, and age. See detailed information about how your ad groups

Page 111
perform, use data to optimize, manage bids, and remove low performing targeting methods.
You can view your targeting methods within a single campaign or across all campaigns that
target the “Display Network only” or “Search & Display Networks.”

7. Show tabs button

The Show tabs button contains other tabs that you can add to your account, including Ad
extensions and Auto targets. Just click the boxes next to the ones that interest you.

8. Date range
The date range box lets you customize your statistics table on the Campaigns tab to see only
the data from particular periods of time. If you decide to download your statistics table as a
report, the report will contain only the information from the date range you selected.

9. Left panel
The left panel of your AdWords account is full of shortcuts to many types of account
information:

 Click All online campaigns for a list of all your campaigns

 Click individual campaigns or the ad groups beneath them to be taken directly to them
 Click on the links for Shared library, Reports, Automated rules, and Custom alerts for status
information, if you’ve enabled any of those features to run.

10. Statistics table

The statistics table below your graph shows detailed information about statistics such
as clicks, impressions, and click through rates. After you’ve created a view of your data that
you’re happy with, you can download your data as a report, schedule recurring reports, have
them emailed to you, and export them in a range of formats.

11. Toolbar
The toolbar buttons help you quickly find and organize your account information. Use them to
adjust your view so that your statistics table only displays the exact data you’re interested in.

 Segments split your view of data into separate parts. There are many different segments
that you can apply to your data, such as device, click type, and network, and time period.
For example, you can segment your data according to the day of the week. If you find that
your ad performance is dramatically different on Saturdays, you can modify your bids to
account for the change in user behavior.

 Filters search your statistics table for specific information, such as keyword text, bids, and
click through rates (CTRs). For example, you can create a filter to only display keywords with
a low CTR. Then you can decide whether to improve or pause them.

 Columns provide a variety of statistics about your account. Choose which ones you’d like to
see in your table, then rearrange and save them in the order that you prefer. You can click

Page 112
 any column name to sort by that topic. For instance, click the “Ad group” column to sort
alphabetically by ad groups, or click the “Impressions” column to sort your ad groups from
most impressions to least. Try clicking “Impressions” again to reverse the order and see
your statistics from least impressions to most.

 The Graph button makes your performance graph visible or invisible and sets your graph
display options.

 The Download button lets you download any view of your statistics table that you’ve
created to create reports in formats like .csv and .pdf. You can choose to email the report
and schedule recurring downloads.

 The Filter search box allows you to quickly filter your statistics table view by campaign
name, ad group name, ad text, or keyword text.

12. Performance graphs

Performance graphs let you compare trends on every level of your campaign, and you can
customize the information that each graph displays. For example, you can compare your total
clicks from this week to clicks from last week. Find graphs on your Campaigns, Ad
groups, Ads, Keywords, and Display Network tabs. If a graph isn’t visible above your table,
click on the toolbar above the table to see your graph options. Make sure the “Show
graph” checkbox is selected.

OPPORTUNITIES TAB

The Opportunities tab is an entire section of your AdWords account dedicated to helping you
improve your ad campaigns. It’s like a personal assistant who can help you discover more
keywords and make the most of the budget you’re comfortable with. People who’ve managed
their AdWords account long enough to have developed some goals and an account history
should try the tab.

 How the Opportunities tab works:

The Opportunities tab looks for ways to make reasonable changes that could have an impact on
your account if you choose to accept the changes. You start by choosing a goal. Then the
Opportunities tab runs with your goal, looking over your historical campaign data, Google
search volume and trends, and your campaign settings to automatically generate ideas for you
to consider.

The goals that you can tell it to work with are:

1. Increase traffic: Increase impressions and clicks, even if costs rise
2. Balance cost and traffic: Raise impressions and clicks with moderate cost changes
3. Maintain or decrease cost: Get as much as possible with your current budget

Page 113
 What the Opportunities tab helps you do:
If you have an account history to work with, the tab can help you:

 Make improvements without spending a lot of time and money:

The Opportunities tab looks for opportunities for you so you so that you can focus on making
decisions instead of conducting research. And you’ll keep costs in check because the
Opportunities tab works to make small improvements with what you’re willing to spend.

 Keep your campaigns fresh:

Have you been using the same keywords for awhile? When’s the last time you changed your
bids? The Opportunities tab can help you keep your account fresh.

 See performance estimates based on historical data:

While the Opportunities tab doesn’t predict whether your ads will do well, it does tap into a lot
of data from the past like your campaign performance and what people search for on Google,
to show you possibilities.

TOOLS AND ANALYSIS TAB

The Tools and Analysis tab provides direct links to a variety of AdWords account tools. Use
these tools to monitor and make changes to your account, ads, ad groups, and keywords.
Here’s a screenshot of the tab, along with explanations of the tools you’ll come across. Just click
the name of an individual tool to get an overview of what it can do for you.

Page 114
1. Change History
The Change History tool displays changes you’ve made to your account for the last two years.
With easy access to your account history, you can make sense of performance changes, and
keep track of how you’ve managed your account in the past.

2. Conversions
The Conversions section can reveal what happens after people click your ads. Do they purchase
your product? Or sign up for your newsletter? To track this information, simply use a free tool
called Conversion Tracking. By knowing more about your conversions, you’ll also understand
which keywords are good for your business, so you can invest more money in your best words
and boost your ROI. After you’ve set up Conversion Tracking, you’ll find a complete summary of
your conversion data here, to complement the reporting you’ll find within the Campaigns tab.

3. Google Analytics
Google Analytics shows you how people found your site and how they explored it. Using this
information, you can improve your website’s ROI, increase conversions, and learn how to
provide a better experience for your customers. With Analytics, you can also set up goals
(website pages that serve as conversions for your site), and import them into AdWords. Some
examples of conversion pages are a “thank you” page after a user has submitted information
through a form, or a purchase confirmation page.

4. Keyword Planner
Keyword Planner helps you build new Search Network campaigns or expand existing ones. You
can search for keyword and ad group ideas and even see how a list of keywords might perform.
That’s important because the keywords you create for a given ad group are used to target your
ads to potential customers. In other words, good keywords can help you show your ads to the
customers you want, when you want. Keyword Planner can also help you choose competitive
bids and budgets to use with your campaigns.

5. Display Planner
Display Planner is good to use if you’ve chosen to run ads on the Google Display Network. On
the Display Network, you can target your text, image, video, or rich media ads to show on
specific sites, pages, apps, or videos across the network. Display Planner helps you plan your
Display Network campaigns by suggesting keywords, interests, topics, placements,
demographic groups, and remarketing lists to target. Along with all the ideas it suggests, you’ll
see estimates for cost and reach based on historical data.

6. Ad Preview and Diagnosis

Use the Ad Preview and Diagnosis tool to search for your ad just like you would on a regular
Google search results page. This is an easy way to check how your ad appears, and you get the
exact same results as a Google search without accumulating any impressions (so there’s no cost
to you). If your ad isn’t showing, the tool will explain why and provide steps to help you get it
up and running.

Page 115
BILLING TAB

Your AdWords account’s Billing Summary page provides easy access to your billing information.
View daily advertising costs, payment details, and much more. Below you’ll find instructions on
accessing and navigating this page.

Access
To access your account’s Billing Summary page:
 Sign in to your AdWords account at https://adwords.google.com.
 Click the Billing tab.
 Select Billing Summary.

HIGHLIGHTS

The top of the page aggregates the information that many advertisers like to check regularly.
Depending on whether your account is on a postpay or prepay payment method, you’ll be able
to see the following:

1. For postpay:
 Last Payment: The amount, date, and method of your last payment
 Primary Payment Method: Details about your primary and backup payment methods (if
applicable)
 Current Balance: Your total unpaid advertising costs. This field also shows your billing
threshold, which is typically the amount that your balance will have reached (not
including tax) when you’re billed. Note that there may be instances in which you are
billed when your outstanding balance is below or above this amount. The bar provides a
visual representation of how close your outstanding balance is to your billing threshold.

2. For prepay:
 Last Payment: The amount, date, and method of your last payment, plus the amount of
any pending payments (click the link next to Pending for more details)
 Primary Payment Method: Details about your form of payment
 Current Balance: Funds that is still available to cover advertising costs. The amount in
this field includes pending payments, so it may differ from the final amount in
your Balance column; click pending payments to visit your Make Payments page and
see details
Click Make a payment to add funds to your account. Your balance will usually be negative,
indicated by parentheses, indicating you have funds left to cover future advertising costs.

Page 116
Customization Options

Use the fields below the Highlights section to customize your Billing Summary page.
 Campaign type (English only): If your account contains traditional media ads (such as
print ads), the Billing Summary page will show information for one campaign type at a
time. Choose which campaign type you’d like to review from the Campaign type drop-
down menu. Note that this drop-down menu will only appear if your account contains
one or more traditional media ad campaigns.
 Date range: Choose one of the two radio buttons to see information for a particular
time period. Choose the first radio button to select an option from the drop-down
menu. Click Go when you’re done. Choose the second radio button to enter your own
date range. You can pick a date from the calendar that appears when you click the start
and end date fields. Click Go when you’re done.

 Transaction types: Choose an option from the drop-down menu to filter the information
shown below.
1. All Transactions: All information
2. Charges: Your advertising costs
3. Payments: The payments we’ve received
4. Adjustments: The click quality, service, and ‘account budget overrun’ adjustments we’ve
applied
5. Taxes: Any taxes that we added to your advertising costs (e.g., VAT)
6. Simplification Options

The following options allow you to condense the information shown below:

 Monthly/daily views:
The information in your Billing Summary table is divided by calendar month. Click the arrow
above a particular month to see information broken down by day. Click the arrow again to
collapse the table and see only totals. Or,click daily and monthly (next to view, at the top of the
table) to expand and collapse the tables.

Hide all daily information:

If you have more than one calendar month showing, click Minimize all months (above the table)
to see only the summary information for each month.

 Billing Summary Details

A statistics table presents your account activity, costs, and payments for the selected date
range. Here’s a description of each column:

 Date: The table shows one or more line items for each day. No line item will be shown
for days in which no activity occurred.

Page 117
  Description: This column defines the activity being described in a particular line item.

1. Starting balance: Your balance on the first day of your date range and on the first
day of each ensuing calendar month
2. Campaign Activity: The number of billable clicks and impressions that your account
accrued that day; click the link to see activity broken down by campaign
3. Payment requested: For postpay accounts, the payment amount requested for your
advertising costs
4. This amount will be reflected in your monthly invoice
5. The amount will also be reflected in an ensuing Payment line item; if your account is
on postpay, it may take several payments to equal the requested amount
6. Payment: The payment method used whenever we receive a payment; click the link
to bring up a payment receipt
7. Adjustment – click quality: A credit applied if we find that you’ve been charged
for invalid clicks
8. Service adjustment: A promotional credit, or a courtesy credit applied by an
AdWords Specialist
9. Account budget overrun: A credit applied to prepay accounts if advertising costs
exceed the prepaid balance; we’ll credit back the excess amount so you don’t end up
paying for the activity
10. Taxes: Any taxes that we add to your advertising costs (e.g., VAT)

 Charges: This column shows the combined costs for all your campaigns on a particular day.

 Credits: This column shows the amount of your payments. The amount of any click quality,
service, or ‘account budget overrun’ adjustments applied to your account

 Balance:
This column shows the relationship between how much you’ve accrued in advertising costs and
how much you’ve paid. Every amount in the Charges column increases your balance (meaning
you owe more), while every amount in the Credits column decreases your balance (meaning
you owe less). If you have a postpay account, your balance will almost always be positive,
indicating that you owe payment. If you have a prepay account, your balance will almost always
be negative (indicated by parentheses), since part of your prepayment is left to cover future
advertising costs. The Balance column of a prepay account does not factor in pending
payments. The final amount in this column, therefore, may differ from the amount shown in
the Current Balance field.

 Invoices and Printouts

The following links will allow you to print invoices and copies of your Billing Summary page.

 Print Invoice: Create and print an invoice. An invoice generates for a given month on the
first day of the next month. Monthly invoice not yet ready will appear in the shaded
area on top of your Billing Summary table in the meantime. The monthly invoice for

Page 118
 accounts on prepay will contain all payments for that calendar month. The monthly
invoice for accounts on postpay will contain all advertising costs and payment
requests that were created for that calendar month.
 Download to spreadsheet: Download information about costs and payments to a .csv
file.
 Print this view: Print your Billing Summary page for the date range you’ve selected.

 Campaign Activity
Click Campaign Activity to see your account’s activity broken down by campaign. You can
view Campaign Activity by month or by day.
1. Monthly: Click Campaign Activity in the shaded section on top of the table for a
particular calendar month.
2. Daily: Click Campaign Activity in the table’s Description column next to a particular day.

MY ACCOUNT TAB

The My Account tab is a drop-down menu that includes links to three pages where you can
control who can access your account, change what sorts of alerts and notifications you receive
and want to see, and change your AdWords account preferences.

Pages linked from the My Account tab:

There are three pages linked from the My Account tab:

 Account access: View and control who has access to your account as well as what level of
access each person has.
 Notification settings: View and change the email address you use for notifications, and the
types of notifications and alert you receive.
 Preferences: View and change your display language, your number format, and whether
you’ve enabled auto-tagging. In addition, you can view the email address for your account,
your account time zone, and the Google Advertising Program Terms.

Page 119
UNDERSTANDING GOOGLE ADWORDS STRUCTURE

Campaign structure can lend a lot to the success of your campaign for many reasons. One of the
important reasons that campaign structure is so important is because of the way Google assigns
a Quality Score to each keyword, ad and campaign. Your Quality Score will have a major impact
on cost and performance of your campaign.

 AdWords Campaign Structure:

The first things to understand is the campaign structure that AdWords uses and then build your
campaign around that with a few thoughts in mind. Following is the base campaign structure:

1. Campaign 1 - On the campaign level you can define all the main settings like Daily Budget,
Target Geographic Locations, and Target Network etc…
 Ad Group 1:
You can have as many ad groups in a campaign as you’d like. On the ad group level we will
create multiple ad creative’s and add many keywords.
Ad Copy 1: You can create as many ads as you see fit.
Ad Copy 2
Keyword 1: By default all keywords use the ad copy’s landing page unless you specify
otherwise. The same holds true for the keyword bid.
Keyword 2

 Ad Group 2:
Ad Copy 1: You can create as many ads as you see fit.
Ad Copy 2
Keyword 1: By default all keywords use the ad copy’s landing page unless you specify
otherwise. The same holds true for the keyword bid.

Page 120
 Keyword 2
Integrating Google Analytics and AdWords

Linking a Google Analytics account to your AdWords account can help you analyze visitor
activity on your website. This information can shed light on how much of your website traffic or
sales is driven by AdWords, and help you improve your ads and your website.

 Why link AdWords to Google Analytics

Google Analytics is a tool that keeps track of all the traffic that comes to a website. It can tell
you:
1. How many people visit your site
2. How many pages they view and how long they stay
3. What series of pages they saw
4. The pages from which people leave your website

When you create a link between Google Analytics and AdWords, you allow four types of data to
flow between the two. This means you can:
1. Import Google Analytics goals and transactions into AdWords
2. View Google Analytics site engagement data in AdWords
3. Create remarketing lists in Analytics to use in AdWords for targeting specific audiences
4. Automatically view your AdWords click and cost data alongside your Analytics site
engagement data

 Benefits
By viewing these Google Analytics site engagement stats alongside your AdWords performance
stats, you can see what people do after clicking on your ad and reaching your Destination URL.
Here’s the kind of data you can see:

1. Bounce Rate: When a visitor to your site sees only one page or triggers only one event,
Analytics considers this visit a "bounce." Your site's Bounce Rate is the percentage of
visits that are bounces.
2. Avg. Visit Duration: The average time someone stayed on your site.
3. Pages/Visit: The average number of pages viewed per visit.
4. % New Visits: The estimated percentage of first-time visits

This information helps show you how effective your campaigns and ad groups are. And that
helps you make decisions about your budgets, bids, landing pages and ad text. For example,
viewing an ad group's Bounce Rate alongside its click through rate (CTR) can give you a sense of
whether your customers are seeing what they expect on your site after clicking your ad

 See Google Analytics data in AdWords reports

1. Use new AdWords columns to see some Google Analytics statistics.
2. Make sure you’ve linked your accounts first before enabling the columns.
3. This data can give you insights and possible opportunities to optimize your campaign.

Page 121
Setup
Connect AdWords to your Google Analytics views. Before you can connect AdWords to your
Google Analytics views, you'll need to make sure both of your accounts are set up with the
following account requirements:
1. You'll need to have permission to edit the Google Analytics account(s) you want to
import data from and the AdWords account to which you'd like to import data. Both
accounts must be registered with the same email address.
2. Your AdWords account should have auto-tagging enabled.
3. Your relevant Google Analytics accounts should already be importing data from your
AdWords account.
4. In Google Analytics, your Data Sharing Setting needs to be set to: "Share my Google
Analytics data with other Google products only."

IMPORT GOOGLE ANALYTICS VIEWS TO GOOGLE ADWORDS:

To import, you’ll need to connect your AdWords account and Google Analytics views to make
sure that AdWords is capturing all the Google Analytics data you need.

1. Sign in to your AdWords account at https://adwords.google.com

2. From the main "My account" drop down menu select "Linked accounts"
3. On the next screen, you'll be prompted to select the Google Analytics views from which
you want to import data. You can look at just your available views, or you can look at all
your Analytics views, including the ones that are not available for linking because they
do not meet the criteria listed above.
4. Select up to ten views to link to your AdWords account by clicking "Add" to the right of
the view name. Note: You're limited to one view per web property to prevent double
counting.

Add Columns to your Report:

Now that you’ve linked your accounts, you can add new columns to your reports. Here are the
steps:
1. Sign in to your AdWords account at https://adwords.google.com
2. Click the Campaigns or Ad groups tab.
3. Click the Columns button and select "Customize columns" from the drop-down.
4. Look for the Google Analytics category on the left hand side of the column
customization drop down menu.
5. Click "Add" for each column you'd like to add.
6. Click the Apply button.

Page 122
WORKING WITH KEYWORDS

BUILDING KEYWORD STRATEGY

Increasingly, consumers are discovering brands online via search engines, which produce results
based on unique keyword algorithms. Take advantage of this by optimizing your website for the
most relevant keywords more likely to lead to your website. Higher your chances of being
found, the better your organic traffic results (visitors from non-paid results). While it's difficult
to know exactly which keywords will attract the most potential customers, there are ways to
determine the popularity and competitiveness of certain phrases.
 Create a list of 3-5 keywords relevant to your business
 Choose keywords based on difficulty and relevance
 Design and optimize your website around your keywords

KEYWORD DISCOVERY

Keyword Discovery provides access to the biggest keyword database derived from all the search
engines. Access to search phrases that people use to find products and services, as well as the
search terms that drive traffic to your competitors.
1. Optimize website content and Meta tags
2. Maximize your pay per click campaigns
3. Take traffic away from your competitors

KEYWORD RESEARCH

Keyword research is a process that should be monitored closely. It gives valuable insights into
industry trends and product demand. Comprehensive keyword research can help a business
increase traffic organically before exploring Pay-per-Click (PPC) options such as Google
AdWords campaigns, which are becoming more and more expensive. And by the way, 94% of
users click on organic search results.

FOCUSING AND TARGETING KEYWORDS

BROAD MATCH
When you use broad match, your ads automatically run on relevant variations of your
keywords, even if these terms aren't in your keyword lists.
Broad match is the default match type that all your keywords are assigned if you don't specify
another match type (exact match, phrase match, or negative match). \

Page 123
How broad match can help you
 Spend less time building keyword lists: You don't have to think of every possible
keyword variation -- our system does the work for you.
 Spend your money on keywords that work: If your ad receives no clicks on a particular
keyword variation, our system will quickly stop showing your ads for that and similar
 search terms.

PHRASE MATCH

With phrase match, you can show your ad to customers who are searching for your exact
keyword and close variants of your exact keyword, with additional words before or after.
Phrase match is more targeted than the default broad match, but more flexible than exact
match.

How phrase match can help you

 Create ads with the same keywords your customers search on: You can view the search
terms your customers were using when they clicked your ad. Then add the words and
phrases you find to your keyword list, and use exact phrases in your new ads to reach
customers who are more likely to be interested in your product or service.
 Increase your click through rate (CTR): Phrase match increases the likelihood of a click
because your ad shows only when it matches the searcher's phrase. It also helps
decrease unwanted impressions for search terms that don't match your phrase.
 Have your ad text appear in bold: Whenever you’re exact keyword matches someone's
search term, your keyword will appear in bold. This can help attract a searcher's
attention when your ad appears. Plus, you can't manually add bold text or other
formatting to your ad text, so phrase match is a good matching option to make your ad
more noticeable.

EXACT MATCH

With exact match, you can show your ad to customers who are searching for your exact
keyword, or close variants of your exact keyword, exclusively. Of the four keyword matching
options, exact match gives you the most control over who sees your ad, and can result in a
higher click through rate (CTR).

How exact match can help you

You can use exact match to limit who sees your ad to only those who search for your exact
keywords or close variants of your exact keywords. These are the people who are likely most
interested in what you offer.

Page 124
SETTING UP NEGATIVE KEYWORDS

You can use negative match to prevent your ad from showing to people searching for certain
terms. Your ad won't show if a search term contains the keyword term you define with a minus
sign (-) prefix. Negative keywords are an especially useful way to filter out irrelevant traffic and
thus prevent unwanted clicks.

Page 125