KMBN207

Digital Marketing & E-Commerce

Unit-2
SEO& Email-Marketing
• Introduction to SEO
• SEO Keyword Planner Tools
• On Page SEO Techniques: Indexing and Key Word Placement
• Content Planning & Optimization
• Display Advertising
• Various SEO Plug-in
• Off –Page SEO Techniques
• Email Marketing- Introduction and Significance
• Campaigns using Mail Chimp
• Email Marketing Strategy and Monitoring
 Introduction to SEO
• SEO stands for Search Engine Optimization. SEO is all about
optimizing a website for search engines. SEO is a technique for:
– Designing and developing a website to rank well in search engine
results.
– Improving the volume and quality of traffic to a website from search
engines.
– Marketing by understanding how search algorithms work, and what
human visitors might search.
• SEO is a subset of search engine marketing. SEO is also referred
as SEO copyrighting, because most of the techniques that are
used to promote sites in search engines, deal with text.
• SEO refers to the process of making a website
more visible on a search engine's results page.
 How Search Engine Works?
• Search engines perform several activities in order to deliver search results.

– Crawling– Process of fetching all the web pages linked to a website. This task is
performed by a software, called a crawler or a spider (or Googlebot, in case of Google).
– Indexing– Process of creating index for all the fetched web pages and keeping them into
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.
– Processing– 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.
– Calculating Relevancy– It is likely that more than one page contains the search string, so
the search engine starts calculating the relevancy of each of the pages in its index to the
search string.
– Retrieving Results– The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing more than simply displaying them in the browser.
 What is SEO Copywriting

• SEO Copywriting is the technique of writing viewable text on a web

page in such a way that it reads well for the surfer, and also targets
specific search terms. Its purpose is to rank highly in the search engines
for the targeted search terms.

• Along with viewable text, SEO copywriting usually optimizes other on-
page elements for the targeted search terms. These include the Title,
Description, Keywords tags, headings, and alternative text.

• The idea behind SEO copywriting is that search engines want genuine
content pages and not additional pages often called “doorway pages”
that are created for the sole purpose of achieving high rankings.
What is On-Page and Off-page SEO
• Conceptually, there are two ways of optimization:
• On-Page SEO– It includes providing good content,
good keywords selection, putting keywords on
correct places, giving appropriate title to every page,
etc.
• Off-Page SEO– It includes link building, increasing link
popularity by submitting open directories, search
engines, link exchange, etc.
SEO Keyword planner tool
On Page SEO Techniques: Indexing and Key
Word Placement
• On-page SEO (sometimes referred to as ‘on-site
SEO’), is the process of optimizing the content of a
webpage for search engines. The ultimate goal of on-
page SEO is to speak the ‘‘search engines’ language’’
and help search engine crawlers understand the
meaning and context of your pages.
• When keyword placement is done right, you are able
to rank better for your chosen keywords in the SERPs
(Search Engine Result Pages).
• Choosing the right keywords and putting them in the
right places is a necessary element of SEO.
• This brings people with relevant search queries to
your site. Remember, though: it’s the content that
makes a visitor stay.
• One of the most important places for users is the
title tag. This is the hyperlink which appears on the
SERPs.
• It is what visitors will click on to visit your site. The
title tag defines what your page will be about for
both search engines and visitors.
• You should focus on making your title tag optimized
and compelling.
• If the title tag is clear, they are more likely to stay on
your site for a longer period of time; thus reducing the
bounce rate. The user experience is crucial to your
website’s SEO performance.
• You should add keywords and their synonyms to your
heading tags (headers). Headers and sub-headers are
the “titles” which appear in your content.
• You ought to focus on making headers clear, concise, and
easy to read as this will help increase the UX (User
Experience) and it will increase the crawl ability of your
site.
• Within the content, you can also enhance UX with
videos and photos. These make visitors more
engaged; a study by Quicksprout show that articles
with images get 94% more views and significantly
more likes and re-tweets than those which do not
have images.
• Images bring more traffic and reduce the bounce
rate. To rank for those articles with photos and
videos, make sure that you include the proper
descriptions and tags.
• A good internal linking strategy is also a key point to giving
keywords more substance within the content.
• Using words that can easily be identified gives search engines
and people a better idea of what the page is about.
• For example:
– Don’t write “click here to learn more about the coding of
an internal linking” with “here” being the anchor text,
because search engines won’t index that properly.
– Instead, write “internal linking has its own coding which
ought to be followed to be indexed more properly”, and
make “internal linking” the anchor text.
• Last on the list is the meta description. While this is
not a ranking factor per se, it will help with the
human element side of SEO.
• A meta description tells viewers what the page is
about before they even click on the page. This will
appear below your meta tag on the SERPs. You can
build your own meta description and place it under
your page’s heading. You want the meta description
to be compelling and bring visitors into your site.
• All on-page SEO techniques:
– Publish high-quality content
– Optimize page titles and meta descriptions
– Optimize page content
– Headings and content formatting
– SEO Images and other multimedia elements
– URL optimization
– Internal links
– External links
– Page loading speed
– Mobile-friendliness
– Comments and on-page SEO
 Content Planning & Optimization
• Write Great Content:
• While content alone isn’t everything, it is a big part of the
picture, and great content can dramatically improve your
chances of a great SEO ranking.
• When writing content, make sure it’s relatable to the
user/reader, is original, and is written for your website and
your purposes.
• Since you know your business better than anyone, writing
content that describes your product, your services, or your
business updates should buy right up your alley.
• Keep New Content Coming:
• Another tip for optimizing your content is to be constantly
posting new content. Search engine robots love new content,
and your readers will, too.

• Use Headings:
• Another thing that search engines love is big text, so make
sure you use headings and subheadings in your writing and
make sure you make the text larger or bolded.
• Another tip: use keywords within the heading, which will kill
two birds with one stone.
• Optimize the Text:
• You can optimize existing text simply by adding a few key
content optimization devices. Title tags, meta descriptions, meta
keywords, and URLs are all a great way to get your content
noticed by search engines.

• Optimize Images:
• People love images, and consumers often spend as much time
searching for photos as they do text. As such, make sure you’re
up to speed by optimizing all images within your content and
make sure the file size of your images has been adjusted
properly to ensure that all images load and view properly.
• Optimize Videos:
• Like images, great headings, and other graphics or bold colors,
videos grab the readers’ attention and help to keep them
hooked.
• If you don’t have your own videos to upload, you can use
websites such as YouTube to find great clips that can be
embedded into your site.
• As always, use good keywords in your videos’ title,
descriptions, and tags; share videos on social media sites; and
use a video as a call to action or another way to drive sales.
• Use Social Media:
• If you posted your blog to Facebook or Twitter once and then
gave up on it, you’re not doing your best to optimize your
page.
• Social media is very important when it comes to content
optimization, and simply posting a link isn’t enough.
• Rather, build relationships with relevant users and
connections through social media sites, share other users’
content too, provide feedback, and use your social media site
for more than just posting.
 Display Advertising
• Digital display advertising is graphic advertising on Internet
websites, apps or social media through banners or other
advertising formats made of text, images, flash, video, and
audio.
• The main purpose of display advertising is to deliver general
advertisements and brand messages to site visitors.
• Digital display advertising is an outbound display advertising
format where you target predefined audiences with images or
banners. There’s also native ads and text ads in the mix in
there. You target them on different websites, on social media
platforms, and on mobile apps.
• Importance of display advertising:
– Awareness and interest
– When we visualize a funnel, it begins with awareness and interest.
This is where display fits in. We’re sending our message out there to
people, to audiences who may potentially be interested in the
product.

– Retention
– With a retention piece, the remarketing fits back in there too, because
if you think about remarketing, we’re sending ads out to pre-existing
customers or people who’ve been in that site before. So, if we want to
retain these people as repeat customers, it makes sense to kind of
remarket out to them with special offers for people who have been on
the site before.
• Consideration and conversion
• As we move down the funnel, as they get more and more
aware, as they align it to their needs, we start moving into the
consideration and conversion areas. So, consideration and
conversion can be with around channels like remarketing, and
shopping, as well as search as well.
• It is important to choose the right format because it will help to make the
most of the medium. It is also possible to add:

– Banner Ads: One of the oldest and traditional forms of advertising, banner ads
usually appear at the top of websites in a “banner” format.

– Interstitial Ads: These ads appear as web pages that are served to users before they
are directed to the original page they requested.

– Rich Media: These ads include interactive elements, such as video, audio and
clickable elements.

– Video Ads: The YouTube advertising platform, as well as social networks like
Instagram and Facebook, have opened a whole new avenue for marketers. Video
ads allow you to reach your audience and connect with them on a personal level,
and are well worth investing in.
 Various SEO Plug-in
• AIOSEO
– All in One SEO for WordPress (AIOSEO) is the best WordPress
SEO plugin on the market. Used by over 2+ million users, it is
the most comprehensive SEO toolkit that helps you improve
search rankings without learning any complicated SEO
jargon.

– The on-page SEO checklist includes a smart meta tag

generator where you can use dynamic values (current year,
month, day, custom fields, author info, and much more) in
your SEO title and descriptions. This means you don’t need
to update a post just to change SEO titles.
• Ahrefs

– Ahrefs is one of the most recommended SEO tools online. It’s only
second to Google when it comes to being the largest website crawlers.

– The tool highlights what parts of your website need improvements to

rank better in search engines. From a competitor analysis perspective,
you’ll likely use Ahrefs to determine your competitor’s back links to
use them as a starting point for your own brand.
• Google Search Console

– Offered for free to everyone with a website, Google Search

Console lets you monitor and report on your website’s presence in
Google SERP.
– All you need to do is verify your website by adding a code to your
website or going through Google Analytics and you can submit
your sitemap for indexing.
– As an SEO checker tool, Search Console can help you understand
how Google and its users view your website and allow you to
optimize for better performance in Google search results. It’s
especially useful for new websites as it lets site owners submit
web pages for search indexing.
• KWFinder: SEO Keyword Tool
– An SEO keyword tool like KWFinder helps you find long-
tail keywords that have a lower level of competition.
– The experts use this SEO tool to find the best keywords
and run analysis reports on backlinks and SERP (Search
Engine Results Page).
– Their Rank Tracker tool helps you easily determine your
ranking while tracking your improvement based on one
key metric. Plus, if that’s not enough, you’ll get a ton of
new keyword ideas to help you rank your website even
higher.
• Rank Math
– Rank Math is a fast-growing user-friendly WordPress SEO
plugin that allows you to optimize your website for search
engines and social media. It comes with a setup wizard and
allows you to import data from other SEO plugins during
the setup.
– You can use it to easily add meta title, description, and
Open Graph metadata to your blog posts.
 Off Page of SEO Techniques
• If you want to rank your site on Google and increase your brand’s visibility
and organic search traffic, you need to be looking beyond your own site.
• Off-page SEO, in short, covers all SEO tactics that take place outside of your
own website.
– It is often thought to just be link building, but in reality, there are far more off-
page SEO tactics that you should be using if you want to gain a competitive
advantage.
– Tactics such as brand building, citation building, content marketing, social media,
and more all play an important part in a comprehensive SEO strategy.
– But as a simple explanation of off-page SEO, this covers any tactics that you use
that don’t involve making changes to your own website or publishing content on
your own site.
– Off-page SEO includes those tactics that relate to activities carried out away from
your own website. Link building is often considered to be the main off-page
tactic, but this also includes tactics such as content marketing, social media,
appearing on podcasts, landing reviews, building local citations, and more.
• Different off-page Strategies:
– Link Building
– Brand Building
– Content Marketing
– PR
– Social Media
– Forums
– Influencer Marketing
– Events
– Guest Posting
– Podcasts
– Reviews
– Content Syndication
 Email Marketing Introduction and
Significance
• Email marketing is a powerful marketing channel, a form
of direct marketing as well as digital marketing, that
uses email to promote your business’s products or
services.
• It can help make your customers aware of your latest
items or offers by integrating it into your marketing
automation efforts.
• It can also play a pivotal role in your marketing strategy
with lead generation, brand awareness, building
relationships or keeping customers engaged between
purchases through different types of marketing emails.
• Email marketing is the act of sending a commercial
message, typically to a group of people, using email. In its
broadest sense, every email sent to a potential or current
customer could be considered email marketing.

• The term usually refers to sending email messages with

the purpose of enhancing a merchant’s relationship with
current or previous customers, encouraging customer
loyalty and repeat business, acquiring new customers or
convincing current customers to purchase something
immediately, and sharing third-party ads.
• Significance of e-mail marketing
– Email marketing delivers your message
• If marketers have to choose between adding a
subscriber to their email list, or gaining a new Facebook
fan, they should go for the email subscriber every time.
• 90% of email gets delivered to the intended recipient’s
inbox, whereas only 2% of your Facebook fans see your
posts in their News Feed. This is because Facebook
limits the number of times your posts appear in the
News Feed in an attempt to drive brands towards their
paid advertising options.
– Email marketing drives conversions.
• Most marketers are laser focused on driving
conversions. Regardless of whether they do so in the
form of leads, sales, memberships, or a metric unique
to your business strategy, the ultimate goal for
marketers is to turn potential customers into paying
customers.
• And when it comes to conversions, there isn’t a more
powerful channel than email. In fact, the average click-
through rate of an email campaign is around 3% (of
total recipients), whereas the average click-through rate
from a tweet is around 0.5%.
– Email marketing has larger reach.
• With Facebook boasting over 1 billion active users and Twitter
boasting 255 million, it’s tempting to believe that social media is the
most effective way to reach the masses. These are impressive
numbers, but what isn’t so frequently shared are the statistics on
email usage.
– Email marketing has a higher ROI.
• Given email’s unmatched ability to drive conversions, it
makes sense that email is also the most effective
marketing channel to drive ROI for your company. In fact,
email marketing yields an average 3,800% return on
investment for businesses and for every $1 spent on
email marketing, the average return on investment is $38.
 Campaigns using Mail Chimp
• Mailchimp is an all-in-one marketing platform that helps you
share emails, ads, and other messages with your audience.
• We call these messages “campaigns.” When you create a
campaign in Mailchimp, we give you lots of flexible settings
and design options, as well as builder tools that walk you
through every step of the process.
• Things to know
– Before you can create a campaign in Mailchimp, you’ll need an
audience.
– If you don’t have any contacts yet, create and share a signup form to
build your audience.
– Connect an online store to sync products and customer data, to tailor
your campaigns to the right people and sell more stuff.
– If you need help creating and designing a certain type of campaign,
you can search this Knowledge Base for additional resources.
• Campaign
– Any distributed content, that’s created and measured in
Mailchimp, including regular emails, automations, landing pages,
and ads.
• Audience
– A place for you to collect and manage your contacts in
Mailchimp.
• Contact
– Someone whose email is stored in your account. A contact’s
email marketing status determines what kind of content you can
share with them. Statuses include subscribed, unsubscribed,
non-subscribed, cleaned, and archived.
• Choose a campaign type (Email campaigns)
– Regular
• This is the most common type of campaign. Design and customize your content,
and choose whether to send immediately or schedule your campaign for later.
– Plain-text
• The simplest form of mass email you can send. These campaigns contain only text
and have no formatting options.
– A/B testing
• Send more than one version of the same campaign and see which one comes out
on top. Test subject lines, From, names, content, and send times. If you’re a
Mailchimp Pro user, you’ll have the option to test up to eight different versions
with a Multivariate campaign.
– Automated
• Automated emails send when triggered by a specific date, event, or contact’s
activity. You can create a custom automation from scratch, or use one of our many
pre-built automation campaigns.
Email Marketing Strategy and Monitoring
• An email marketing strategy is a set of procedures that a
marketer identifies and follows to achieve desired marketing
goals with email advertising. This plan of action gives the
businesses a direct channel of communication with prospects
and customers for brand promotion.
E-mail marketing strategy
• Set email marketing goals
– Marketing emails serve to fulfill the following
purposes:
• increase customer engagement
• raise loyalty
• maximize ROI
• maintain relationships with your clients
• Pick the necessary email marketing tools
– Finding the right tools is the first step to setting up
an email marketing strategy. A marketer needs an
Email Service Provider (ESP) with an automation
tool, among other useful features.
• Determine the target audience
– Next, the marketer needs to build their email subscriber
list. To do this, you have to identify the target audience
your company serves.
– Case in point, if a specific business deals with baby clothes,
then its target audience primarily comprises mothers-to-
be. Thus, it makes sense to use conventional means to get
the email addresses of this demographic.
• Identify the appropriate list building tactics
– An excellent way of building mailing lists is through
subscriptions. You can add subscription forms to your site
and collect quality subscribers who are ready to hear from
your brand. You can embed subscription forms on high-
traffic sections of your website.
• Divide your mailing list into segments
– Segmenting is an effective tactic that allows you to send
highly targeted email campaigns. Marketers can segment
their mailing lists based on location, gender, occupation,
age, behavior, etc.
– In turn, you can be sure that you are delivering appropriate
and customized messages that appeal to customers.
• Identify the types of emails to send
– There’s a great variety of different emails that marketers
send. The choice of email style depends on the aim of each
specific campaign.
– For example, if a user has just joined your mailing list, send
them a welcome email. This is a great chance to explain
the benefits of working with you.
– If clients have added some items to their shopping cart
and didn’t buy them, send them an abandoned cart email
to increase sales. Discover more about email campaign
types.
• Create a schedule for sending emails
– To ensure that subscribers read your promotional emails,
find out the best time for sending emails. It is, therefore,
necessary to experiment and determine the time when
subscribers are most engaged.
• Format the email content
– For email marketing to be a success, messages in
promotional emails should be presented perfectly.
– Marketers should choose formats, fonts, and text sizes
depending on the type of emails that they are creating.
• Optimize your emails
– A 2017 study by Adestra concluded that 83.8 percent of
mobile device owners open emails with these devices. It,
therefore, makes sense to optimize email content for
mobile to reach this audience.
• Monitor email performance reports
– Adjusting your email strategy based on reports and
feedback that you have gathered is the last step for
developing an email marketing strategy. Track email open
rate, unsubscribe rate, click-through rates, email deliveries,
email bounces, spam complaints, and more.
E-mail monitoring strategy
• Overall ROI
– Overall ROI is an email metric every marketer should track.
It tells you the overall return on investment for your
campaigns.
– You can calculate this by taking the money you made in
sales from the campaign minus the money you spent to
execute the campaign, divide that by the money invested
in the campaign, and then multiply that by 100.
• Email sharing rate
– The email sharing rate indicates how many times a
recipient shared your email through their social media, but
has nothing to do with sharing the email through email.

– This metric is calculated through the “share this” button on

your email. To find this rate, divide the amount of “share
this” clicks by the number of total emails delivered, then
multiply by 100.
• Engagement over time
– Tracking engagement over time will give you information
on the best times of day to send messages.
– You can utilize automation in your email service provider
to send emails based on customer behavior or trigger, but
tracking engagement over time will tell you when you get
the highest open rates and click rates for emails that are
not automated.
• Forwarding rate/email sharing
– Forwarding rate/email sharing measures the percentage of
recipients who either shared your post via social media or
forwarded it to a friend.
– Forwarding rate or sharing is a helpful metric to track
because it gives you an idea of how many brand advocates
you have. It tells you what percentage of subscribers are
recommending your emails to others.
• Spam complaints
– It can be very discouraging for your emails to get marked as spam. You
may prefer to ignore these instances but it’s important to pay attention
to spam complaints.
– Email service providers want to ensure quality and track spam
complaints. If this rate gets too high, it’s possible your email service
provider will take action against you and block your account.

• List growth rate

– List growth rate is the metric to track the rate at which your list is
growing.
– You can calculate this by taking the number of new subscribers minus
the number of unsubscribe, then divide that by the total number of
email addresses on your list, and then multiply it by 100.
• Number of unsubscribes
– Measuring unsubscribes is very simple. Any email provider will tell you how many
people unsubscribed upon receiving an email from you. This email metric can usually
be found in your main dashboard or your metrics dashboard.
– A high number of unsubscribes can be discouraging. However, email marketers
prioritize this email marketing metric and often view unsubscribes as a good thing
because they indicate that you are fine-tuning your subscriber list.

• Bounce rate
– When sending an email campaign, you also want to track the bounce rate. Bounce rate
measures how many subscriber email addresses didn’t receive your email. Soft
bounces track temporary problems with email addresses and hard bounces track
permanent problems with email addresses.
– Measuring bounce rates against open rates will give you a more solid idea of the
quality of your subscriber lists. If you have a high percentage of hard bounces, your list
may be full of fake email addresses, old email addresses, or addresses with mistakes in
them.
• Conversion rate
– Your click-through rate measures how many people clicked your
link, while your conversion rate will assess how many people
clicked on the link and then completed a specific action.
• For example, if you included a link in your email for your subscribers to
participate in a Black Friday sale, the conversion rate would tell you
what percentage of the people who clicked the link made a purchase.
– Conversion rates give you unique insight into your return on
investment. When you know how much you have spent and how
many subscribers are converting, it’s easier to determine
whether or not the money you are putting into your campaign is
paying off.
• Click-through rate (CTR)
– CTR is another common metric that can help you
determine how well your campaigns are performing. CTR
measures how many people clicked on the links in your
email.
• For example, if you included a link to redeem an offer, the CTR
would measure what percentage of subscribers clicked on your
links.
– When crafting an email, there are a few ways to increase
click-through rates.
• For instance, include links throughout the email in appropriate
places and add an eye-catching and conspicuous call-to-action
button that subscribers can click on to redeem your offer.
• Open rate
– Open rate is the simplest email marketing KPI and is vital
to understanding how well your subscribers are
receiving your messages. The open rate tracks how
many subscribers opened the email you sent.
– Open rates can give you insight into the success of your
subject line copy.
• For example, studies show subject lines that use subscribers’
first names are 26% more likely to be opened. Other
strategies, like using emoticons in subject lines or keeping
subject lines direct and short, can increase open rates as well.