Digital Marketing

MODULE 1: BASICS OF DIGITAL MARKETING

• Why Digital Marketing

• How Search Engines Work

• Introduction to Search Algorithms

• Hosting & Servers - Importance

• Search Engine Operators

• Crawling, Indexing, Caching

• Basics of HTML

• Title and Important SEO Tags

• eCommerce Website Development Platforms

• Best Blogging Platforms

• WordPress Dynamic Website Management

MODULE 2: SEO TRAINING

Search Engine Algorithms

• Introduction to Search Engine Algorithms

• What are Search Engine Algorithms?

• How Search Engine Algorithms Work?

• Why a Search Engine Needs to Update its Algorithms?

• Search Engine Penalties and Recoveries

• Why a Search Engine Penalizes a Website?

Keyword Research

• How to Do Keyword Research

• Types of Keywords

• Keyword Research Techniques

• Seed Keywords/Supportive Keywords

• Multiple Keyword Research

• Keyword Application Strategies

• How Google Insights/Trends Helps in Keyword Research

Link Building Basics

• Introduction to Link Building Basics

• Why Backlinks are Important

• Best Ways for Backlink Creation

• Creating Contextual Links

• Backlinking Rules

• Backlink Checker Tools

Competition Analysis

• Why Competition Analysis is Important

• Analyzing Competitors' Websites

• Things to be Included in SEO Reports

• Creating SEO Proposals

On-Page Optimization

• On-Page Optimization Factors and Uses

• On-Page Techniques for Dynamic/HTML Website

• Google/Bing On-Page Tips

• Keyword Density, Keyword Prominence, Keyword Proximity

• 301, 302 & Other 3XX Redirects

• Page Naming (URL Structuring) and Folder Naming

• Image Naming, Image Title, and ALT Tags Creation

• Server-Side Issues

• Content Optimization

• HTML Sitemap Creation

• XML Sitemap Creation

• ROR Text Sitemap

• Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool)

• On-Page Social Factor

• On-Page for Static Websites

• On-Page for Dynamic Websites

• On-Page for eCommerce Websites

• Integration of Social Plug-ins and Importance

Advanced Link Building Tips

• What is Link Building?

• Types of Link Building

• Best Link Wheel Creation Strategies

• Off-Page Optimization Advanced Strategies

• Difference Between Do Follow & No Follow

• Google Off-Page Ranking Algorithm

• Link Building Formula

• Plagiarism Checkers

• Link Spamming

• Quality vs Quantity Linking

• Social Bookmarking

• Content Marketing

• Press Release Promotion

• Blog Promotion

• Link Building Tips Using Forums

• Image Promotion Tips

• Link Building Tips Using Q&A Websites

• Getting Backlinks Through Classified Promotion

• Link Building Strategy for Dynamic Websites

• How to Choose Authority Websites

Mastering Google Search Console

• Site Verification Methods in Detail

• A Key Tool to Understand Website Health

• Selecting Best Keywords

• Basic Website Configuration (Country, Crawl Rate, Sitemaps, Data Highlighter)

• Resolving Website Errors (4XX/5XX, 301 Redirect)

• Domain Optimization

• Spam Detection and Controlling

• Site Links Control

• Checking Incoming Links

• Malware Check

Local SEO

• SEO for Local Business in City

• How to Rank Website in Local Searches

• Getting Rankings on Local Keywords

• Verification & Installation Process

• How to Increase STAR Rankings

Google Analytics

• Mastering Google Analytics & Certification

• Understanding Channel-wise Traffic and its Impact

• Understanding Metrics and Dimensions

• eCommerce Analytics Setup & Analysis

• Installation and Configuration

• Goal & Funnel Setup & Tracking

• Geo Tracking

• Landing Page Tracking

• Referral Tracking

• URL Tagging

• Goal Tracking

• Conversion Rate Tracking & Optimization

SEO Software and Tools

• Hands-on Practice on SEO Software

• FTPS

• Tips for Finding Best Keywords

• Search Ranking Software Implementation and Tracking

• Content Spinners: How to Use

• Plagiarism Checkers

• Authority Checkers

• Rank Checkers

• SEO Optimization Plug-ins

Google Updates and Recovery

• Google EMD (Exact Match Domain) Update

• Optimization Tips for Google Hummingbird Algorithm

• Google Panda Algorithm & Recovery

• Google Penguin Algorithm & Recovery

• Google EMD Update & Recovery Tips

• How to Make Your Website Google Panda, Penguin, and EMD Proof

• Identifying Penalties Affecting a Website

MODULE 3: PPC TRAINING/ADWORDS

Market/Competitor Research Analysis

• Understanding Industry & Key Factors

• Competitive Website & Product Analysis

• Selecting Best Targeting Country/Channel

SEM Overview

• Understanding Google Paid Search

• PPC Definition & Key Functions

• Rule-Based Personalization of Marketing

• Overview of Google Adwords, Bing Ads

Keyword Planning

• Types of Keyword Insertion

• Paid Campaigns On-Page Optimization

• Introduction to Campaign Terms

• MCC Account - My Client Center

Strategizing PPC Campaigns

• Setting Objectives, Budget, Goals & Expectations

• Actionable Metrics for Performance Measurements

• Formulating Best Account Structure

• Important Terms: Quality Score, Conversion Rate, Ad Rank

• Effective Segmentation of Keywords

• Usage of Multiple Keyword Match Types

• Creation of Non-overlapping Ad Groups

• Conversion Code Installation Guide

• Conversion Tracking/Analysis

• Live Bidding Tips

Extensions for Better CTR

• Site Extensions

• Call Extensions

• Mobile Extensions

• Geo-Targeting of Ads

• Campaign Optimization

• Targeting Mobile Devices

Campaign Structure Designing

• Ad Group Designing

• Ad Creation

• Adding Keywords to Campaigns

• Importance of Negative Keywords

Ad Writing Techniques

• Compelling Ads That Increase CTR at Lower Costs

• Analyzing & Improving Relevance & Quality Score

• Improve Conversion Rates, Targeted Ads & Relevant Landing Pages

• Ad Preview Tool

• Best Practices (Reviews, +1 Button, etc.)

Bid Management Plan

• Understanding Bidding Strategy

• Overview of Tools

• Manual vs Automated Bid Management

• Bid Management Features (CPA Bidding, Position Preference, etc.)

Landing Page Creation

• Importance of UI/UX Design

• Call to Action

Performance Tracking

• Checking Campaign Objectives & Goals

• Defining Performance Metrics

• Monitoring PPC Activity with Google Analytics

Reporting & Analysis

• Setting Campaign Objectives & Goals

• Defining Performance Metrics

• Monitoring PPC Activity with Google Analytics

SEM Management

• Remarketing

• Mobile Advertising

• Display & Video Formats

• Optimizing Display Network Campaigns

• Tracking & Measuring View-Through Conversions

Google Shopping Ads

• Google PLA

• Google YouTube

MODULE 4: SOCIAL MEDIA MARKETING

Facebook

• Profile & Page Creation Tips

• Tips for Group Creation

• Increasing Engagement on Posts

• Product/Brand and Individual Promotional Activities

• Uploading Contacts for Invitations

• Fan Page Wall Posting Exercise

• Increasing Fans on Fan Page

• Marketing Tips for Fan Page

• Introduction to Best Apps for FB Page Marketing

• Facebook Paid Ads

• Campaign Designing Tips & Strategies

• Targeting in Ad Campaigns

• Payment Models: CPC vs CPM vs CPA

• Conversion Tracking Setup

• Power Editor Tool for Advanced Ads

• Lead Capturing Tips

• Event Promotion Strategies

LinkedIn

• Understanding LinkedIn

• Company Profiles vs Individual Profiles

• Marketing on LinkedIn Groups

• LinkedIn Advertising & Best Practices

• Increasing ROI from LinkedIn Ads

• Creating Strong LinkedIn Profiles

• Company Page Promotion Tips

• Lead Generation Tips

• LinkedIn Marketing Apps & Plug-ins

• Paid Marketing Campaign Best Practices

• Jobs/Hiring Tips

Twitter

• How Twitter Search Works

• Increasing Brand Awareness Through Tweets

• Increasing Followers on Twitter

• Product/Brand Promotion Activities

• Tools to Measure Twitter Influence

• Rare Twitter Marketing Techniques

• Advertising on Twitter

• Creating Campaigns

• Retweeting

• Hashtags (#) and Mentions (@)

• Twitter Cards

Google+

• Best Practices

• Benefits of +1 Code

• Search Engine Impacts

• Marketing +1

• Branding & Engagement

YouTube

• Understanding Video Campaigns

• Benefits of Video Marketing

• Creating Channels

• Managing Videos

• Using YouTube for Business

• Video Engagement

• YouTube Paid Marketing

• Developing YouTube Video Marketing Strategies

• Creating Video Ad Groups

• Targeting Options

• SEO Benefits from YouTube

Pinterest

• How Pinterest Works

• Creating Boards

• Tips for Traffic and Engagement

• Integrating Pinterest on Your Website

• SEO Benefits from Pinterest

Google Analytics

• Tracking Visitor Data

• Conversion Tracking

• Reporting & Analysis

• Setting Up Goals & Tracking

• UTM Tracking

• Funnel Setup

• Multichannel Funnel Setup

Google Analytics Advanced

• Page Views Analysis

• Traffic Analysis

• Sales Tracking

• Sign-Up Tracking

• Sources/Channels

• Visitor Flow

• Data Filtering

• Google Analytics Certification Preparation