Presented By,Sayali Ugale,

MMS IV (Systems)JDBIMS

• Introduction to Digital Media

• Role Digital Media in Marketing

• Objective of the study

• Search Engine Optimization– On Page Optimization

– Off Page Optimization

• Research Methodology

• Analysis

• Findings

2

Session Outline

04/10/23

• Digital media is a form of electronic media where data are stored in digital form.

• Desktop computers, laptops, handheld devices such as PDAs, IPhones and even MP3 Players.

• Textual Content, Images, Audio, Video

3

Digital Media

04/10/23

• Textual Content– Write about your business,

products and services

– Share & post your Expertise

• Audio– Record your expertise

– Share

4

Role of Digital Media in Marketing

04/10/23

• Images– Take photos, create

diagrams & charts

– Share or post on Internet

• Video– Make creative videos

about business

– Share

• Digital Marketing has changed the way brands connect with their customer

• The smartest digital marketing harnesses the unique abilities of the new channels to deliver smarter solutions

• Main objective of the research is to analyze how customer acquisition has been revolutionised by using Search Engine Optimization Techniques.

• To examine how online event promotion campaigns can be planned so that target audience sees the specific event information.

5

Objective of The Study

04/10/23

• Search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic

from search engines. • Terminologies:

– Crawler/spider/googlebot

– Indexing

– Retrieve pages

6

Search Engine Optimization

04/10/23

7

Search Engine Optimization

04/10/23

8

Different Search Engines

04/10/23

Bing Yahoo Google• Backlinks are less

important• Inbound anchor text is

more important: quantity is less important but quality of anchor text is more imp

• On page factors matters more

• Page rank matters less• Fresh content matters

less

• It is more flash friendly

• Gives more preferences to web directories

• It gives importance to title tag, description, keyword and other on page optimization terms.

•Focuses more on Page rank•Considers both on page and off page optimization factors.

• Optimization of the web pages in the website.

– Keywords

– Page layout

– Headings

– Title

– Meta tag

– Img Tag etc.

9

On Page Optimization

04/10/23

• Submission to search engine

• Inbound links (Backlinks)

• Anchor Text

• PageRank

• Presence on Social networking sites

• Blogging, online forums

• Deep Linking

• PPC/CPC

• Call to Action

10

Off Page Optimization

04/10/23

• Analytics Tools for Search Engine Optimization:– WooRank

– HubSpot Website Grader

– SEOWorker

1104/10/23

Research Methodology

• www resolve• robots.txt• Underscores in URL• DMOZ listing• Favicon• 404 Error Page• Conversion Forms• Microformats

12

Analytics Terms

04/10/23

13

www.ohdesignstudio.com

04/10/23

14

www.ohdesignstudio.com

04/10/23

• <title>OH! Design Studio ||</title>

• <meta name="Description" Content="OH! Design Studio">

• <meta name="keywords" Content="OH! Design Studio,Graphic Design,Sohel Kaura,Mumbai,India">

• <meta Content="OH! Design Studio,Graphic Design,Sohel Kaura,Mumbai,India" name=topic>

1504/10/23

SEO AnalysisOH! Design Studio

16

www.ohdesignstudio.com

04/10/23

1704/10/23

SEO Analysis Report (HubSpot)

Activity www.ohdesignstudio.com

Top of the Funnel Fill the top of your sales and marketing funnel by creating, optimizing, and promoting unique and interesting content. Top 3 Action Items

12%

Middle of the Funnel Convert traffic into leads and leads into customers by focusing on the middle of your funnel and using landing pages, conversion forms, email marketing and social media. 2 Action Items

0%

Analytics Know what marketing activities are working (or aren't working) for you by measuring your successes and failures. 2 Action Items

0%

OH! Design Studio

1804/10/23

SEO Analysis

Page <title> <description> <keywords> <img alt>

Home page

OH! Design Studio India- Branding, Print, Advertising

OH! Design Studio is a niche design house specializing in brand communication & environmental graphics in print and electronic medium. We help your brand find the place it wants to be in!

Branding, Logo, Brochure, print, advertising, oh design studio, sohel kaura mumbai, graphic designer india, website design, packaging,creative strategy, India's leading graphic designer

Services at OH! Design- Identity Design,Brand communication,Print,Advertising,Book Design,Exhibition, Website, Retail Design, Stationery | Creative Strategy for Brand Communication | Contact Us

Studio Page

Niche Graphic Design Studio in India | OH! Design Studio

OH! Design Studio specializes in identity design, brand communication, print & advertising, designing coffee table books, packaging, website and exhibition modelling.

ohdesign studio, creativity, brand strategy, branding, design solutions for marketing, logo, identity design,brochure, brand communication,printing,print and advertising, packaging design, retail graphics, exhibition modelling, stationery,business cards,graphic designer india

OH! Design Studio

19

www.ohdesignstudio.com (after SEO)

04/10/23

20

www.ohdesignstudio.com (after SEO)

04/10/23

21

www.ohdesignstudio.com (after SEO)

04/10/23

2204/10/23

SEO Analysis Report (After SEO)

Activity www.ohdesignstudio.com

Top of the Funnel Fill the top of your sales and marketing funnel by creating, optimizing, and promoting unique and interesting content. Top 3 Action Items

19%

Middle of the Funnel Convert traffic into leads and leads into customers by focusing on the middle of your funnel and using landing pages, conversion forms, email marketing and social media. 2 Action Items

25%

Analytics Know what marketing activities are working (or aren't working) for you by measuring your successes and failures. 2 Action Items

100%

2304/10/23

SEO Analysis (WooRank)OH! Design Studio

Sr. No Basis Points Before SEO After SEO

1 Dynamic Grade 26.5 43.6

2 Overall reviewo Successfully passed 10o Room for improvement 5o Errors to fix 22

o Successfully passed 18o Room for improvement 3o Errors to fix 16

3 Mobile Optimization

Website is not optimized for Mobile Visitors

Web page is super optimized for Mobile Visitors

4 Title Low Impact Medium Impact

5 Headings Missing Found H1 and H2 tags

2404/10/23

SEO Analysis (WooRank)OH! Design Studio

Sr. No Basis Points Before SEO After SEO

6 Flash Yes (Bad for SEO) NO (Good)

7 SEO Links Found total of 1 link,

External Link:o noFollow ( 0% )o Passing Juice ( 0% )

Internal Links: ( 100% )

Found a total of 32 links

External Link:o noFollow ( 0% )o Passing Juice ( 3.2% )

Internal Links: ( 96.8% )

8 Favicon No Yes

9 Load Time Slow Fast

10 Language Missing Declared the language (Great)

25

www.ohdesignstudio.com (after SEO)

04/10/23

26

www.ohdesignstudio.com (after SEO)

04/10/23

• Top of the funnel activity has increased by 7% that is there is an impact of content of the website on the SEO and which will lead to success of the campaign.

• Middle of the funnel activity has increased by 25%. – SEO helps to convert traffic into leads and leads into customers, so by

implementing SEO techniques such as use of landing pages, conversion forms, email marketing and social media.

• Impact of Analytics has increased by 100%. – Analytic tools help you to measure your successes and failures and

accordingly take the decisions.

27

JDBIMS Website

04/10/23

Activity jdbims.net Findings & Recommendation

Top of the FunnelTop 3 Action Items 31%

1. No Blog Found Create a blog for your company. Add more pages to your website containing unique and

useful content, probably by blogging. Get more inbound links to your website.2. SEO Create more content. The more content you create, the

easier it is for visitors and search engines alike to find you. And getting found is the first step to getting leads!

Your mozRank is 4.4, which is good. 131 other sites have linked to your site. Here are 2 authoritative pages that are linking to you.3. Social Facebook Fan Page has 76 fans.

Middle of the Funnel3 Action Items 0%

Add a landing page with a conversion form to your website.

Add social subscriptions link or buttons to your homepage.

Get more mentions on Twitter by being more conversational.

Analytics1 Action Item 0%

Start measuring your marketing with analytics.

28

New Website

04/10/23

29

Analysis Report (SEO Worker)

04/10/23

Sr. No. Basis Point Findings Recommendations

1 Title Tag Title: Management Institute for Women

The title tag contains 30 characters which is perfect.

The title tag relevancy to the page content is 100% which is perfect.

Stop Words: for

The title contains stop words which are ignored by the most search engines.

Try to minimize the use of stop words, such as a, an, of, on, etc., as they consume character count and offer no value.

2 Meta Description Tag Meta Description: Management Institute for Women

The description meta tag contains 30 characters which is too short.

The description meta tag relevancy to the page content is 100% which is perfect.

• Improve meta tag description.

• Include more description with important keywords involved in it.

30

Contd..

04/10/23

3 Meta Keywords Tag Keywords / keyphrases: Management Institute for Women,

The keywords meta tag contains 2 keywords / keyphrases which are not enough or are too few.

The keywords meta tag relevancy to the page content is 100.00% which is perfect.

• Keywords contains stop words which are ignored by the most search engines.

• Keep the tag to between 4 and 8 keywords or keyword phrases, to separate the different keywords and keyword phases simply place a comma between the terms.

4 Image Alt Attribute Not found We should include Alt tab in the image tag.

5 Headings Not Found Include headers in the content of the webpage

31

Findings

04/10/23

• According to research around 87% people visit social networking sites daily. It is advantageous for promotion of events on such sites to attract and inform target population about future/upcoming events.

• According to research most of the people have an account on facebook, Linkedin, Google+ so these sites may provide good platform for event

promotion.

• Event information shared by friends make other people aware of the upcoming events and secondly the page of the event is itself great source

of promotion of event.

32

Findings

04/10/23

• We know mobile computing hype these days, and according to user preferences they want to be updated about events through SMS.

• Event advertisement should be displayed on relevant websites so that user will get to know about events from different sources.

• Direct email to target audience will be preferred.

33

Conclusion

04/10/23

• You have to face huge competition, when it comes to setting up a new business.

• Website is the basic thing to have a good start up.

• Search engine optimization helps you bring natural traffic to your website. With proper skills and knowledge in SEO you can find a massive difference in the sales of your products in quick time.

• Marketing activities like blogging, social bookmarking, posting newsletters and classifieds, forum participations, article marketing and other social networking activities help in generating back links to the website.

3404/10/23

Thank You …

35

Findings

04/10/23

Back

Favicon

36

Robots.txt

04/10/23

• It’s a request for search engines to not index certain pages or directories.

• This can help prevent duplicate content or irrelevant content issues.

• E.g. – <meta name="robots" content="noindex"> <-- the page is not

indexed, but links may be followed

– <meta name="robots" content="noindex,nofollow"> <-- the page is not indexed & the links are not followed.

37

Microformats

04/10/23

• E.g : without microformats

• With microformats

• Another example is:

More..

38

Microformats (Contd..)

04/10/23

There are several types of microformats, Google currently only supports 6 major ones. Those are:

•hcard – for marking up business card or profile information•hReview – for dealing with individual user reviews•hReview-aggregate – basically a summary of hReviews (think, overall or average rating)•hProduct – for marking up products, prices, and all things e-commerce•hCalendar –dates and appointments•hRecipe – Recipes and ingredients