Do you want to learn digital marketing and start a career in digital marketing?
Do you want to grow your business with digital marketing but don’t know how to start?
If you have these questions in your mind, then read the below guide. That is a complete beginner’s guide to digital marketing for startups and digital marketers.
Marketing is vital for every business to get clients, build a relationship, engagement, and sales. Before the digital era, people consumed content through TV, radio, newspaper, outdoor advertising, etc. Now present people are showing more interest in absorbing the content through “Digital” media.
What is “Digital” media?
Digital acts as media. The media channels in digital are search engines(Google, Yahoo, Bing), Social platforms, Email, Mobile applications(Apps), and other websites.
So people are starting to consume content through digital. That is why digital marketing came into existence. Media is anything that means present the media is digital, and in the future, it could be other, but the concept of marketing never changes.
To know more about the concept of marketing, please visit the article below.
What is Digital Marketing?
Till now, we discussed the media, which is Digital. Now coming to digital marketing, it is marketing through the internet to attract customers for businesses.
In this present situation, most people have an internet connection. People are searching for most of their needs through the internet. Every business requires digital marketing to grab the attention of users.
Digital marketing has been integrating into four parts. Those are search engine optimization, social media optimization and marketing, search engine marketing(Google, Yahoo, Bing), and email marketing.
1) Search Engine Optimization:
Every business must have a website to sell their products or services through search engines as well as the website must be optimized into search engines(Google, Yahoo, & Bing) rules.
How does a search engine work?
The search engine has a process. Those are crawling, indexing, and ranking.
Search engine crawling:
The search engines are sending the spiders to find new content or updated content or an image or video or a pdf. This whole process is a discovery process. In this process, the search engine spiders discover new content and stores in the database.
Search engine index process:
In this process, the search engine stores and organizes the content discovered by the spiders in the discovery process. The user triggers the query in the search engine, finds the relevant web pages in the database, and organizes the pages as well as shows up to the users on the search engine result page.
Search engine ranking process:
The search engine ranking process depends on the relevancy of the search queries posed by the users. When the user triggers a keyword on the search engine, it analyzes and orders relevant web pages on the search engine result page. Content relevancy is vital to rank on search engines.
Till now, we discussed the search engine process. Now, we look into search engine optimization.
What is search engine optimization?
Search engine optimization is the process of improving website performance on search engines like Google, Yahoo, and Bing. The search engine optimization short form is SEO.
Search engine optimization has been mainly divided into three types. Those are on-page optimization, technical optimization, off-page optimization.
On-page optimization happens within the website. The on-page optimization factors are a) URL structure
b) Meta Tags: Title and Description
c) Generating a sitemap
d)Adding a website to google analytics and search console
f) Image alt tag optimization
a) URL structure:
The well-crafted URL structure provides an easy understanding to the users and search engines.
Below is the URL structure example
Below is an example of the wrong and right keyword structure.
Wrong URL structure:
The above URL structure is not conveying the message to the search engines as well as users.
Right URL structure:
The above URL structure is conveying the message to the search engines as well as users.
b) Meta Tags:
The meta tags are titles and descriptions. On the website, every web page must have the title and description for easy understanding by search engines and users.
Below is the example for meta tags.
For example website https://weddingready.com/
Title: Bridal flowers online | Wedding ready
Description: Wedding Ready is providing fresh bridal flowers online. Get the flowers at your doorstep.
The sitemap contains a list of URLs of the website. It helps the search engine spiders to crawl the website more efficiently.
Below are the options to generate the sitemap for the website.
Yoast SEO: Yoast SEO is a plugin and automatically generates the sitemap after installing it into a WordPress website.
d) Adding website to Google analytics and search console:
- Google analytics covers the data of users from the website.
- Google Analytics provides information about real-time users, audience, acquisition, behavior, conversion data.
- Google analytics provides complete data on traffic like an organic, referral, paid, and social. And also it gives data on the country, city visitors.
- Google Analytics provides information on bounce rate, sessions, demographics, and conversions.
- Google Analytics visitor’s data helps to retarget the audience by creating campaigns.
Google search console:
- Google search console covers the insights of user queries from search engines.
- Google search console provides information about search queries, impressions, clicks, index status of the website.
- Google search console helps to identify the organic performance of the website in the search engine.
- Google search console provides the data on back-links.
- Google search console provides the data on CTR and average position of the website for the search queries.
Robots.txt file is a text file that gives instructions to the search engine bots to crawl and not to crawl the web pages of the website.
Below is the example for the robots.txt file.
File: User-agent: *
Using the above text file would give instructions to search engine bots to crawl the website pages on the exmple.com website.
File: User-agent: *
Using the above text file would give instructions to search engine bots not to crawl the website pages on the example.com website.
f) Image alt tag optimization:
The alt tags are useful for image optimization, which helps the search engine bots to crawl and index properly by understanding image context.
Below is the example for alt tag:
<img src=”flowers.png” alt=”White colour elegant fresh flowers available on cart.”>
- b) Find out the duplicate content on the website by using SEO tools like Ahrefs.com and neilpatel.com/ubersuggest tools.
- Example: https://example.com/keyword.html and https://example.com/short-keyword.html pages are having similar kinds of content. Then the search engine crawls both pages and indexes only one web page and another web page marks as a duplicate content web page.
- c) Find broken links on the website by using SEO tools like SEMrush.com, Ahrefs.com.
- d) Find duplicate meta tags on the website by using SEO tools like neilpatel.com/ubersuggest.
- e) Analyse website crawl errors and sitemap status by using the Google search console tool.
Off-page optimization happens outside of the website. Off-page optimization helps the websites to rank higher on the search engine result page. Building quality content vital for off-page optimization. Through quality content, the website can earn back-links. If the user can find the quality and value of
website content, then the search engine may rank the website higher on the search engine result page.
These three types of methods are helping to earn back-links through content for any website.
a) Blog – Blog is vital for any website, which creates awareness and builds the brand and trust from the users. If the user likes the website content, then they can share the content on social media and other platforms as well as provide reviews, mentions.
Before writing blog content for any website, you need to understand the target audience is vital. First, you need to create a buyer persona. For example, my target audience buyer persona is below.
Buyer persona helps to create the content on blogs.
|Anitha RaoFemale, 32 yearsMarried, 1 kid(3 years)Post graduate in computer scienceWorks as a freelance Google ads analystLives in Hyderabad, IndiaHusband is a employee in CognizantHH income of family Rs.75k per month||Anitha Rao||Need professional Google ads mentor help Professional stability in freelance career|
|StitchingCookingYoga||Increasing her freelancing services in Google ads across IndiaProfessional growth in freelancing Google ads analyst careerGenerating quality leads for clientsAchieving financial independenceMaintaining professional/personal life balance||Unable to handle higher budget ads Difficult KPI targetsNeed to improve conversion rate on client websiteUnable to analyze ad performance|
b) Guest blog: Write content on other websites. Use the below queries to find the guest blogs in search engines.
Website keyword + guest post
Website keyword + write for us
Website keyword + guest blog
Website keyword + submit blog post and so on.
c) Email outreach: Finding website niche blogs and sending mail to niche blogs.
2) Social media optimization and marketing:
Social media helps to build the brand and awareness of the websites. Every business needs social media traction. Creating social media business pages and posting quality content helps to gain user attention to the website. Social media paid ads help to get more traffic and leads to the website. The social media platforms are Facebook, Twitter, LinkedIn, Instagram, etc.
3) Search engine marketing(SEM):
Search engine marketing is also called SEM. SEM is paid-marketing.
SEM is promoting products or services through search engine ads like Google, Yahoo, and Bing.
4) Email Marketing:
Email marketing is permission marketing. Email marketing helps to build trust with the customers through engaging with quality conversations. The landing page is vital for any website to get the leads for the business. After gaining leads, converting those leads into sales is the primary goal for the organizations.
Below is the process for any website to start with digital marketing.
Every business needs traffic that can be gained through SEO, social media channels, and paid marketing. After the traffic, the companies need to generate leads that can be gained through creating a landing page. After the leads, the organizations convert leads to sales that can be gained through marketing automation.
For more information on email marketing please read the article “How can we increase lead generation? Here is the 5 proven techniques that will sure-shot give you business.
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