Internship Presentationon

Innovations of Digital Marketing inEngineering & Technology

ByAshish Jain

Enrollment No.: 10CS000797

Under the supervision of Kamlesh Dave(Senior Principal)

ADVAIYA SOLUTIONS PVT. LTD.G14-17 IT Park, MIA Extension, Udaipur 313002

DIGITAL MARKETING• Search Engine Optimization

• Google AdWords

• Search analytics

Digital Marketing

• Promoting of brands or products and services using all forms of digital advertising.

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Objective

• To study the Traditional Marketing Methodology

• To study the Innovations in Digital Marketing

• To find the future potential of Digital Marketing in Engineering & Technology

Search Engine Optimization

• Methodology of strategies, techniques and tactics used to improve the visibility of a website

• Used to increase the amount of visitors on organic ("natural" or un-paid) search engine result pages (SERPs) including major search engines like Google, Bing, Yahoo , by incorporating search engine friendly elements into a website

Search Engine Optimization

• A successful SEO campaign will have:

• carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms.

• Search engine optimization is broken down into two basic areas: on-page, and off-page optimization:

• On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images.

• Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).

What is involved in “SEO”ing a site

1. Good Domain Name

2. Pick a Good Web Hosting Company

3. Figure out Your Key Word Phrases

4. Set up Meta Tags

5. Set up your <Title> Tag

6. Set up your Meta Description Tag

7. Register by Hand with the Search Engines and Directories

8. Get Links Pointing To Your Site

Best practices for creating a SEO ready site

• Write for audience not search engines

• Blogs, news and events updates

• Get social, get reviews

• Social sharing buttons

• Aim local-Location-specific search results

• Ensure that website design and structure is clear, understandable and accessible to user

• Go mobile- responsiveness of website

• Set clear KPI’s(Key Performance Indicators) for measuring a site’s performance over time, and have analytics programs in place to track them

Black Hat SEO PracticesBlack Hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules

• Unrelated Keywords

• Keyword Stacking and Keyword Stuffing

• Tiny Text, Hidden Text, and Hidden Links

• Cloaking: Confusing user by present search engines with one set of content and site visitors with another or by tricking visitors from search engines into experiencing a page of substantially different content

• Duplicate Content or Mirror Site- for search engine higher ranks

• Splogs: Software generated blog with garbled text containing keyword phrases which makes visitors to click on ads

• Comment Spam: Adding extra comments automatically on blogs to increase the number of inbound links

• Sping: Pinging search engine servers for new content several times per minute, giving the illusion that content is new-for higher ranks

• Cybersquatting: Register a domain with a trademarked word in the name with the intent to profit off of the association.

• URL Hijacking: Registering domain name with a misspelled version of a popular website or a competitor in an attempt to misleading the visitors. Like for www.google.com booking www.gogole.com

Google AdWords

• Adwords are Google’s online advertising platform that can help you drive interested people to our website with adwords we can lots of potential customers happy

• Adwords can help surfers to find us.

• We can manage our advertising budget with Adwords

Google AdWords

User SearchUser Search

Page 1Page 2Following pages

Research shows us that 87% of web users do not scan past page 1 of search engine results. In addition, the higher our website appears on a page will result in more visitors to our website, as web users prefer to click on the ads/search results at the top of the page.

How it works

• People search on Google

• They see our ad

• We get more customers

Keyword Planner Tool

Why we Use AdWords

• There is a difference between the types of visitor to a website: “browsing traffic”, or, visitors that may have found a website in a search engines organic result, behave differently to traffic that comes directly from Google Adwords or “pay per click traffic”.

• Because traffic via surfing in organic results is simply often browsing for information whereas traffic via pay per click knows that when they are clicking on an ad

• Therefore, we don’t need large number of visitors but specific targeted visitors via Google Adwords.

Search Analytics

• Search analytics helps website owners understand and improve their performance on search engines.

Or

• It is analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO).

Search Analytics Providers

Analytics is provided by various companies like

• google (free)

• Compete

• Adgooroo

• spyfu.

Need of Search Analytics

• Website Usability

• Use your website with the mindset of a customer

• Conduct focus groups

• Friends

• Employees

• Past Customers

• Potential Keyword and Content Opportunities

• Keywords

• Content

• Product Expansion

What Search Analytics Do?

• Data collection and verification

• Search volumes

• Keyword monitoring

• Advertisement and result history

• Ad spending

• And other statistics

• Reverse search

Based upon

• Age group

• Time range

• Gender

• Back links/redirected domains

• No. of times visited

• Bounce rates

• Region wise

For advaiya.inFor Advaiya.in

{ <script>

(function() {

var cx = '012654069619657109597:_iqqts_fe3q';

var gcse = document.createElement('script');

gcse.type = 'text/javascript';

gcse.async = true;

gcse.src = (document.location.protocol == 'https:' ? 'https:' : 'http:') +

'//www.google.com/cse/cse.js?cx=' + cx;

var s = document.getElementsByTagName('script')[0];

s.parentNode.insertBefore(gcse, s);

})();

</script>

<gcse:search></gcse:search> }

Configure Google Analytics Site Search

1. On the Custom Search Control Panel, on the left-hand menu, click Statistics and Logs, and then click Google Analytics. This page will display any Google Analytics profiles associated with your Google Account. (Don’t have a Google Analytics account? Get one here.) If you can't see a profile you're looking for, it may be that the admin of that profile hasn't given you admin access to it.

2. Click Edit next to the profile you want to use.

3. Make sure to check the Enable Google Analytics site search box.

4. In the Query parameters box, type the query parameters you want to use. Please enter only the word or words that designate an internal query parameter such as "term, search, query". Sometimes the word is just a letter, such as "s" or "q". You can provide up to five parameters, each separated by a comma.

5. (Optional) If your search engine includes refinements, type the category parameter in the Category parameters box.

6. Click OK.

Conclusion

• The potential market which today has access through phones, cyber cafes, and personnel computers to literally millions of email/mobile campaigns.

• The most striking aspect of future digital marketing in India is definitely its cost-effectiveness and interactivity.

• There is easy accessibility – a boon considering that traditional marketing ahs to face the huge hurdle of reaching out to masses in the most resource-effective way.

Paper published in NCIET-2014Paper published in NCIET-2014 | National Conference on Innovations in Engineering & Technology.

The best paper presentation awarded & judged by Riddhima Khamesra - HOD &

Asst Prof at GITS and Dr. Sanjay Gaur - Associate Professor & Principal Advent Institute.

Paper published:

A Study of Google AdWords in Search Engine Optimization, Digital Marketing (Page No.: 45)

&

Study of Search Analytics in Digital Marketing (Page No.: 35)

Thank You

Ashish Jainwww.ashishja

.in