DIGITAL MARKETING

ASSIGNMENT

SHIVANI JOSHI

50211401717
BBA 6TH SEM
Q1. What is SEO
SEO is the process through which ones websites are ranked on a search engine
organically or naturally with the help of some common keywords. SEO stands
for “search engine optimization.” It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural” search results on search engines. All
major search engines such as Google, Bing and Yahoo have primary search
results, where web pages and other content such as videos or local listings are
shown and ranked based on what the search engine considers most relevant to
users. SEO keywords are the keywords and phrases in a web content that
makes it possible for people to find that particular site via search engines. SEM:
Search Engine Marketing Search engine marketing (SEM) is a form of Internet
marketing the ranks websites but it’s not naturally done rather we can say it’s
a paid form.

SEM is a wider term which incorporates SEO, which adjusts or rewrites website
content and site architecture to achieve a higher ranking in search engine
results pages to enhance pay per click (PPC) listings. To rank a website there
are two methods for it i.e. Paid or Organically. Paid Search Advertising is
another form of SEM that includes targeting traffic by paying for ads to appear
in the paid section of search engine results. Paid search advertising include
pay-per-click campaigns that you see in platforms like Google AdWords. So we
can say that SEO is free form of SEM.

Types of SEO • Technical SEO • On Page SEO • Content SEO • Off Page SEO •
Local SEO • Mobile SEO • E-Commerce SEO Technical SEO Technical

SEO refers to website and server optimizations that help search engine spiders
crawl and index your site more effectively (to help improve organic rankings).
Search engines give preferential treatment in search results to websites that
display certain technical characteristics; for example a secure connection, a
responsive design or a fast loading time and technical SEO is the work you
need to do to ensure your website does so. On Page SEO On-page SEO refers
to the tactics you use on your website to help it rank better. That includes
everything from the technology you rely on to build the website to the way
you use the words on the page. These are things you have complete control
over and are the single most powerful tools you have for impacting rankings in
the SERP. When you nail on-page SEO, it’s easy to convey the relevancy and
quality of your content for both readers and search engines. There are a
number of different facets to this, so let’s take a look at how each can impact
your ranking. Content SEO SEO content is any content created with the goal of
attracting search engine traffic. By “content,” we mean any information that
lives on the web and can be consumed on the web (more on the various types
of content below).Some types of content are Articles, Blog posts, Product
Pages , Lists , Guides , Videos, Info graphics , Slideshows etc. Off Page SEO Off-
page SEO refers to ranking factors that are outside of your website itself. While
some of these elements are outside of your direct control, there are steps you
can take to impact them if you’re focused. A good off-page SEO strategy will
grow brand awareness, boost engagement with your content, and highlight
how relevant your site is to SERP users. Many of the choices you make in your
on-page SEO strategy will also affect how well your off-page SEO is overall.
That’s why at the beginning of the post we talked about changing your thinking
from onpage versus off-page SEO to on-page AND off-page SEO. One of the
primary drivers of a successful off-page SEO strategy is your back link profile—
the quality and quantity of outside websites that link to your page. Gaining
relevant links from authoritative websites helps boost your ranking ability
considerably. Local SEO Local SEO (Local Search Engine Optimization),
sometimes referred to as local search engine marketing, is an incredibly
effective way to market your local business online, as it helps businesses
promote their products and services to local customers at the exact time
they’re looking for them online. Mobile SEO Mobile Search Engine
Optimization is the process of designing a website to make it suitable for
viewing on mobile devices of different screen sizes having low bandwidth.
Apart from following all the SEO rules which are applicable to a desktop
website, we need to take additional care while designing a website for mobile
devices. A website is mobile friendly if it has the following attributes −  A good
mobile website has a responsive design which performs well on desktops as
well as mobile devices. It not only reduces the maintenance of the website but
also makes the content consistent for the search engines.  The contents of a
good mobile website are easy to read on a mobile device without having to
zoom the screen. It has appropriate fonts, colors, and layouts.  It is easy to
navigate through a good mobile website on a small screen. It provides links and
buttons that can be easily maneuvered using a finger.  A good mobile website
is lightweight such that it takes less bandwidth and time to load on mobile
networks.  The Home Page of a mobile website plays the most important role
in connecting users to the content they are looking for. Therefore, good mobile
websites make sure the most important links are displayed on the Home Page
so that they get enough visibility. E-Commerce SEO E-commerce SEO is all
about ensuring that the product webpage seem among the ten organic search
results. One example of this type of SEO is Amazon. IMPORTANCE OF SEO 1. It
helps in increasing Web Traffic on the websites. 2. It helps in providing best
visitor experience. 3. It also helps in improving the growth of a website. 4.
Helps you earn more money when depended upon revenue share websites for
your money. 5. It has a wider reach to customers. Therefore we can say that
ranking of a websites through a SEO is totally depended upon that how user
friendly your website is. SEO types can help in choosing according to the
nature of a particular website. So for a successful website interaction one must
use Search Engine Optimization.

Q2. What is website optimization? What are its

various tools?
Website optimization is a scientific approach to improve the performance of a
website. So as a layman we can say that Website optimization is to improve a
user experience on a website. This helps target customers to visit one ’ s
WebPages. This helps in judging one ’s target audience. This helps to learn
what they like and dislike, which allows you to come up with even better
hypotheses and tests in the future. If one tries to optimize the website with
good data, then it might end up increasing the conversion rate. Important
elements of website optimization are: Landing page-the first page where one
visits as he clicks on a URL. Home page-when one directly reaches on a
website’ s page, the first page that opens up is known as a Home Page.
Checkout process-the process when a customer is finally going to achieve a
target objective of one’s website. If the process is lengthy or tedious, the
customer may leave it in between and switch. So it’ s a vital area. Conversion
point-number of people who follow the call to action on the website. There are
two types of Web Optimization: Quantitative and Qualitative Quantitative
Website Optimization One of the ways to approach website optimization is to
use a software tool to track user behavior on your site and use that data to
identify testing opportunities. This direct, measurable approach is called
“quantitative website optimization” because it uses quantity data (95% of
visitors to this page bounce) to help you make decisions. Some of the tools are:
 Google Analytics- It gives you the free tools you need to analyze data for your
business in one place.  Kissmetrics- It can look at specific user or cohort data
to see how people move through your site on their conversion journey. 
CrazyEgg. - It gives you a visual representation of what people do on your
pages. Quantifiable data helps take a lot of the guesswork out of website
optimization. With a quantitative website optimization tool, you can see where
many of the problems on your site are and come up with potential ways to fix
things. Qualitative Website Optimization Qualitative website optimization tools
attempt to “qualify” user behavior and get at the why behind their decisions.
Only knowing that a particular page has a 95% bounce rate doesn’t necessarily
tell you why people are bouncing. So some of the tools which can help are: 
Qualaroo – It automates this process by providing on-site surveys that users
can complete before they leave the site.  UserTesting.com. – It will send you
recorded videos of people trying to do specific things on your site. In these
videos, users talk through their thought process, so you can get a feel for what
they are thinking as they try to interact with your site.  Feng-GUI – It attempts
to predict how people will respond to your website using an algorithm based
on data from thousands of eye tracking studies. Therefore we can say that
both quantitative and qualitative tools have their strengths and weaknesses.
Quantitative data tells you what, while quantitative information tries to get at
the why. Neither one gives the full picture on their own, which is why it’s often
a good idea to try and use them together