Power of Digital Marketing. Learn how to take your business to next level with search and social media marketing.

1. Navneet
Kaushal
CEO
PageTraffic
The Power of SEO & Social Media

2. Digital
Marke:ng
in
2015

7. Search

8. Why is SEO important?
Number
of
Searches/Day
on
Google
Average Daily Queries on Google
3 Billion Searches/Day
(announced Aug. 2012)

9. Growth of Google Queries in Last 5 yrs
Number
of
Searches/Day
on
Google
3 Billion Searches/Day
(announced Aug. 2012)

10. State
of
Search-­‐
India
Source:
Netmarketshare
and
business-­‐standard.com
Google
97%
Yahoo
1%
Bing
1%
Others
1%
Indian
Search
Engine
Market
Share

11. Search Often Brings the Most
Highly Qualified Traffic

12. § Helps
you
create
a
be=er
website
§ Brings
in
qualified
traffic
§ Helps
you
create
be=er
content
§ Measurable/AcGonable
SEO
from
a
business
perspec:ve

13. DID
YOU
KNOW?
Search
engines
cannot
read
FLASH
and
JavaScript
content.

14. DID
YOU
KNOW?
SEO
is
not
only
about
keyword
opGmizaGon
-­‐
the
number
and
quality
of
incoming
links
is
also
very
important.

15. DID
YOU
KNOW?
It's
actually
quite
easy
to
exclude
certain
pages
from
search
engine
results
by
using
a
robots.txt
file.

16. DID
YOU
KNOW?
The
most
important
SEO
task
is
seSng
up
a
keyword
strategy.

17. DID
YOU
KNOW?
Google
checks
for
duplicate
content
on
your
website.

18. DID
YOU
KNOW?
Google
displays
META
descripGon
content
in
the
results
lisGng.

19. DID
YOU
KNOW?
The
webpage
names
also
influence
the
rate
of
opGmizaGon
for
certain
keywords.

20. DID
YOU
KNOW?
A
common
website
mistake
is
giving
each
page
the
same
Gtle.

21. DID
YOU
KNOW?
Google
moves
websites
down
in
the
search
results
when
an
excessive
number
of
keywords
are
used.

22. DID
YOU
KNOW?
A
page’s
load
Gme
influences
the
ranking
of
your
website
in
search
engines.

23. DID
YOU
KNOW?
Search
engines
look
at
how
much
code
you
use.
Therefore,
tables
and
inline
styles
not
only
make
your
code
less
synopGc
but
could
also
affect
search
engine
ranking.

24. DID
YOU
KNOW?
It's
actually
quite
easy
to
exclude
certain
pages
from
search
engine
results
by
using
a
robots.txt
file.

25. Organic
vs.
Paid
Search
Paid
Organic

27. Organic
vs
Paid
Organic
• Time
bound
• Higher
entry
cost
(Gme
/
Rs.)
• Lower
ongoing
cost
(Gme
/
Rs.
• Long
term
strategy
Paid
• Instant
• Lower
entry
cost
(Gme
/
Rs.)
• Dynamic
cost
over
Gme
• Targeted
• Measurable
ROI
• Short-­‐Mid
Term
Strategy

28. What
all
has
changed?

29. Google
-­‐
More
InformaGon

30. Google
-­‐
More
Transparent

31. Google
-­‐
More
Visual

32. Bing
-­‐
More
Visual

33. Search
Queries
–
More
Self-­‐ReferenGal

34. Search
Queries
–
Longer,
More
DescripGve

35. Search
Queries
–
More
Time
SensiGve

36. Search
Queries
–
More
Crowd
Conscious

37. AROUND
15%
OF
THE
SEARCH
QUERIES
ARE
NEW

39. www.pagetraffic.com
• Hummingbird
• Google
Panda:
28+
updates
• Google
Penguin:
6
updates
• Exact-­‐Match
Domain
(EMD)
Update
• Page
Layout:
2
updates
• 7-­‐Result
SERPs
• Link
Warnings
• Knowledge
Graph
• Venice
• Other
Monthly
Updates:
390
Google
Algorithm
is
Constantly
Changing

40. Audience
Search
Habits
are
Changing

41. Audience
Search
Habits
are
Changing

42. @iacquire
The Old Consumer Decision Journey
Elias Lewis (Advertising Agency
Hall of Famer) invented this
model (AIDA) in 1898.
via Wikipedia

43. @iacquire
The New Consumer Decision Journey
via Google ZMOT 2012

54. Understanding
the
Customer
Journey
The
customer
shopping
journey
can
classified
into
sequenGal
stages.
Awareness
ConsideraGon
Intent
Due
Diligence
Decision
h=p://gweb-­‐think-­‐tools.appspot.com/customer-­‐journey-­‐to-­‐purchase/
Not
common,
mostly
occurs
with
high
Gcket
items

55. Shid
in
Balance
is
happening
Copyright
©
www.pagetraffic.in

56. Link
Building
On-­‐Page
Basics
In
2008,
SEO
Was
This

57. LINK
BUILDING
UX
CONTENT
STRATEGY
MOBILE
SITE
SPEED
VIDEO
ON-­‐PAGE
SEO
CONTENT
MARKETING
In
2015,
SEO
is
This

64. Onsite
Op:miza:on

65. • On-­‐site
factors
play
a
big
role
in
determining
your
search
engine
rankings
• These
are
the
things
that
you
can
do
yourself
or
that
you
can
task
your
web
developer
to
do
on
your
behalf
Onsite
Op:miza:on

66. Be
careful
when
using
mulGmedia
plalorms,
such
as
Flash,
parGcularly
as
navigaGonal
elements
Your
website
must
be
‘spiderable’,
otherwise
it
won’t
get
good
search
engine
rankings
Text-­‐based
navigaGon
can
be
‘spidered’;
links
embedded
within
a
Flash
element
cannot.
Be
careful
also
with
Javascript,
DHTML
or
other
graphical
navigaGon
elements
If
you
use
these,
provide
a
text
based
navigaGon
bar
elsewhere
on
the
page
Use
of
mul:media
plaforms

67. Your
navigaGon
structure
and
accessibility
is
criGcal
for
search
engine
rankings
–
search
engines
need
to
be
able
to
access
your
content
in
order
to
index
it
KISS
principle
Employ
the
2
click
rule
(3
click
rule
at
most)
Use
textual
links
from
your
home
page
Use
a
Sitemap
which
can
be
accessed
from
your
home
page
Employ
inline
/
contextual
links
Onpage
Naviga:on

68. The
singularly
most
important
on-­‐site
factor!
The
TITLE
Tag

69. Almost
always
the
heading
that
Google
chooses
for
its
lisGngs.
Therefore
it
needs
to
be
enGcing
or
contain
a
call-­‐
to-­‐acGon
If
you
do
one
thing
to
your
site,
then
this
should
be
it!

70. • Include
your
chosen
keywords
within
the
TITLE
tag
–
preferably
near
the
start
of
the
tag
• Try
to
keep
it
to
70
characters
• Must
be
relevant
to
the
page
content
• Very
important
-­‐
each
page
should
have
a
different
TITLE
tag
The
TITLE
Tag

71. • Search
engines
also
use
a
series
of
metadata
tags
that
reside
in
the
header
of
the
page
to
index
websites
• These
tags
can’t
be
seen
by
human
visitors
to
your
website
–
but
they’re
sGll
interrogated
by
the
search
engines
Metadata
Tags

72. • A
textual
descripGon
of
what
the
page
is
about
• Shows
up
in
Google
search
results
The
Descrip:on
Tag

73. • Include
keywords
close
to
the
start
of
the
tag,
but
don’t
repeat
more
than
3
Gmes
• Try
to
keep
it
to
150
characters
• Must
be
relevant
to
the
page
content
• Each
page
should
have
a
different
DESCRIPTION
tag
The
Descrip:on
Tag

74. • No
longer
counts
The
KEYWORD
Tag

75. • Google
loves
original,
high
quality
textual
content
• Body
text
is
extremely
important
for
search
engine
rankings
because
this
is
what
human
users
come
to
see
• Keywords,
synonyms
and
variaGons
of
the
primary
keyword
combinaGon
should
be
included
in
the
body
text,
but
not
so
that
it
reads
‘arGficially’.
It
should
read
naturally.
Body
Text

76. • URLs
that
contain
keywords
are
be=er
than
those
that
don’t
• Quite
easy
to
do
if
your
website
is
staGc,
a
li=le
more
difficult
for
database-­‐driven
sites
• Don’t
make
the
URLs
too
long
because
this
will
be
seen
as
an
a=empt
to
manipulate
the
search
results
• Good
and
bad:
• www.mysite.com/health-­‐insurance
• www.mysite.com/search.asp?
insuranceID=435&locID=32
Keywords
in
URLs

77. • Heading
tags
–
eg.
<h1>,
<h2>
-­‐
within
the
HTML
idenGfy
headings
within
the
page
copy
and
break
up
the
text
• They
are
used
by
search
engines
to
determine
page
content
• Use
keywords
in
these
tags,
but
don’t
overdo
it.
Heading
Tags

78. • The
‘anchor’
text
contained
within
hyperlinks
provides
Google
with
an
understanding
of
what
the
linked
content
is
about
• Every
hyperlink
on
your
site
should
have
descripGve
anchor
text,
rather
than
‘click
here…’
• Inline
links
or
contextual
links
are
best
• eg.
• Blue
Train
Enterprises
offers
a
free
white
paper
on
how
to
opGmise
your
website
for
the
search
engines
Link
Anchor
Text

79. A. Naked
URLs:
such
as
www.xyz.com
B. Generic/junk
anchors:
“click
here”,
“this
website”
C. Brand
keywords:
PageTraffic,
pagetraffic
India,
page
traffic
or
pagetraffic
SEO
company
Link
Anchor
Text
Diversifica:on

80. • ALT
is
displayed
if
the
image
doesn’t
load
in
the
user’s
browser
• The
ALT
tag
should
describe
the
image
• Keep
it
short
and
to
the
point
• It
also
can
have
a
posiGve
effect
on
your
website
rankings
• Don’t
use
ALT
tags
as
a
place
to
stuff
keywords
Image
ALT
Text

82. • Domain
names
no
longer
assist
in
search
engine
rankings
• If
you
are
thinking
of
changing
names,
or
planning
a
new
business,
think
carefully
about
the
domain
name
you
choose
• Best
to
have
.in
for
Indian
market,
but
if
possible
secure
.com
as
well
• Try
to
keep
it
short,
memorable
• Register
the
name
for
as
long
as
possible
A
word
on
domain
names…..

86. Content

89. Pick
Content
Type

90. Build Content With High Search Link Intent
KEYWORD
“FACTS”
KEYWORD
“INFORMATION”
KEYWORD
“DATA”

91. Learn
the
art
of
storytelling

92. • Some
ideas
for
new
content
for
a
ecommerce
website:
• New
products
• Company
acGviGes
• Special
offers
or
discounts
• Achievements
–
awards
• New
staff
profiles
• Case
studies
about
your
products
or
services
• TesGmonials
from
customers
• ‘How
to’
guides
• General
advice
about
products
or
services
• ObservaGons
about
the
market
Add
content
regularly

93. Elements
of
Op:miza:on
“Localized”
or
targeted
content
• LocaGon
• Industry
Landing
Pages

94. Elements of Optimization
• 250 or more
words
• Don’t forget
locations!
• Updated content
• Avoid duplicate
content
Text
Content

95. Elements of Optimization
• Words and
phrases
commonly
used to
describe
your
product,
service,
location, etc.
What
words
and
phrases
do
your
customers
use
to
search
for
you?
Keywords
In
Text

96. Elements of Optimization
• Text tagged
“Strong” or
“Bold”
• Outbound
Links
Emphasized
Text

97. Promote

98. A
Mashable
survey
in
August
2013
revealed
that
17.4
percent
of
global
web
traffic
comes
from
mobile
compared
to
11.1
percent
in
the
previous
year.

106. Social

107. Social Lives at the Top of the Funnel

108.
Social
Media
• Social
Media
is
forecasted
to
grow
26%
CAGR
by
2016
**
CAGR
=
Compound
Annual
Growth
Rate
(year
over
year)

109. Looking to 2015
AUDIENCE ENGAGEMENT
"
SOCIAL CONTENT STRATEGY"
"
"
FACEBOOK S TEENAGE WASTELAND
1
2
3

110. Platforms
Important question to ask?
Is the platform aligned
with my objectives?
Does it help build a
brand community?
Is it helping create a
digital asset?

111. Common Mistake
Chasing Facebook Fans!
• Typically less than 5%
of your updates are
shown to your fans
• You need a
sponsored story to
reach your own fans
• Every time you need
to engage with Fans,
you need to spend
more!
Is Facebook page a digital asset for a
brand?

112. Why did this happen?
• Facebook is a Social Networking platform
• With more ads and brand updates, user loose interest,
which harms Facebook as a platform
• Facebook stock price was declining
• To boost revenues, stock price, brands were asked to pay
more to reach their own fans
• Facebook has launched new ad formats – In feeds, and
video!

123. Where
to
Par:cipate?

130. Q+A Sites

131. Document Sharing Sites

132. Build a Community, Not a Brand
DETERMINE YOUR AUDIENCE"
"
FIND OUT WHAT THEY RE
LOOKING FOR OR TALKING
ABOUT"
"
WRITE ABOUT IT IN A WAY THAT IS:
EDUCATIONAL
ENTERTAINING
INFORMATIVE
SHARE

133. A Cohesive Content Plan
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
SOCIAL
MEDIA
AUDIENCE
BUILDING
RELATIONSHIP
BUILDING
&
ASKING
LINK
BUILDING

139. Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!