Ludhiana College of Engineering & Technology
(LCET), Katani kalan
Department of Computer Applications
Practical File
SUBJECT: Digital Marketing (UGCA1953)
B.C.A 3rd Year 6th Semester [2021-2024]
FACULTY: Mrs. Anshuman Shoor
Submitted By Submitted To
Pawanpreet Singh Mrs. Anshuman Shoor
Index
S.No Content
The instructor needs to discuss a case study using Search Engine Optimisation
(SEO).
Case Study - I: Student will plan and create a webpage will display Web
presence.
1 How to increase online presence and drive more traffic for a website.
2 Search result visibility in Google for chosen keyword and phrases.
3 Using e-mail marketing to drive traffic for a website.
4 Posting social media content for lead generation.
5 Tools to create and manage content.
6 Use of Blogging as content strategy
Case Study - II : Student will plan and create a commercial website
1 Show results for Search Engine Algorithms & Page Rank Technology.
2 How to promote home page, SWOT Analysis of Website & finding
right appropriate keywords.
3 Monitoring and recording results to improve content marketing
campaigns.
4 Writing and posting content on the web and in social networks.
Case Study - III: Students will identify an activity for Email/ Mobile/ Social
Media Marketing.
1 Create a Video/ YouTuber.
2 Manage a Video/ YouTuber platform and enhance viewership.
Case Study - I: Student will plan and create a webpage will display
Web presence.
WEBPAGE
A web page may contain certain text, links, for other pages, graphics, videos, etc. Moreover,
it is mainly used to provide information to the user in text, image, etc.
Create a Webpage
1. Open the notepad application on your computer.
2. Write the below code on it.
<html>
<head>
<title>Your title goes here</title>
</head>
<body bgcolor=”White” text=”blue”>
<h1>First web Page</h1>
<p>This is my first page!</p>
</body>
</html>
3. Share the file with only name and .html extension.
4. Go to the saved file location, double click or right click and run the file.
5. It will open on your default browser and will display the output.
Creating Web Presence
1. 1. Set to your Online Goals As an entrepreneur or marketing coordinator, you need
to know what you're aiming for Aligning your mission statement with their potential
goals.
2. 2. Create SEO strategy with an estimate of 3.5 billion Google search per day, comma
optimization for search is a cornerstone for building an online presence.
3. 3. Build your business website the main 2 components of your good business
website are SEO friendly website and good user experience.
4. 4. Leverage social media marketing Facebook is a huge opportunity for business.
There is also LinkedIn, Instagram and Twitter all have significant users that can be
tapped into.
Increase online presence and drive more traffic for a website
1. To perform keyword research, always include relevant keywords in your content.
2. To create content that is memorable and cuts through the noise.
3. Guest posting for other websites is an effective way.
4. Keep active social media pages.
5. Use advertising to increase website traffic.
6. Send Email newsletters.
7. Create a helpful industry tool or content.
Search result visibility in Google for chosen keyword and phrases
RD and Phrases-SEO is a technique for making a website more visible in the search engines,
such as Google and Bing. In SEO, a keyword is a word of special importance that should rank
highly on organic search results.
Use Keywords in SEO
1. Begin with keyword planning.
2. Create keyword groups and benefit from them on your page.
3. Create a keyword map.
4. Use the keyword strategically on your website.
Using e-mail marketing to drive traffic for a website
1. Start within a healthy subscriber List and increase website traffic.
2. Keep your landing page In Sync with the email campaign.
3. Segment your list based on these subscribers' interests.
4. Monitor your email and website metrics.
5. Combine social media with email.
Posting social media content for lead generation
1. Research your customer Avatar. It must appeal to your ideal customer.
2. There are a lot of content types, but some are more suited to lead generations
than others.
3. Choose your content distribution channels.
4. Map out your content plan.
5. Create an irresistible lead magnet.
6. Right High converting blog posts.
7. Optimise your blog for lead generation.
Tools to create and manage content
1. Send bulk messages to your audience across multiple channels.
2. Social media management and scheduling.
3. SEO management platform.
4. Boost your Facebook post with Auto responders.
5. Design quality image with no design experience.
6. Create videos you can share with anyone, anywhere.
7. Get more shares on social media.
8. Drive quality traffic to your content.
9. Social media automation for Evergreen content.
Use of Blogging as content strategy
1. Define your goals- Your gold is your reason, and the stronger it is, the more
success you will have.
2. Perform some target market research- A very small amount of effort can cause
something to go from lukewarm to hot.
3. Come up with topic ideas and key words to create a target.
4. Create a blog content calendar.
5. Built amazing content- A great content isn't just written it is assembled.
Case Study - II : Case Study on Facebook
In 2013, the Facebook mission was simply to make the world more open and connected.
’A Social utility that helps people communicate more efficiently with their friends, family,
and coworkers. The company develops technologies that facilitate the sharing of
information through the social graph, the digital mapping of people's real world social
connections. Anyone can sign up for Facebook and interact with the people they know in a
trusted environment’.
Zuckerberg used open-source software PHP and the MySQL database to create the original
“facebook.com” website that these technologies are still in use today.
Show results for Search Engine Algorithms & Pagerank Technology.
● Background:
○ In the early days of the internet, search engines primarily relied on keyword
matching to rank web pages. However, this approach had limitations as it
couldn’t effectively prioritise relevant content.
○ Larry Page and Sergey Brin recognized this challenge and introduced PageRank
as a solution.
● PageRank Algorithm:
○ Developed by Larry Page and Sergey Brin at Stanford University in the late
1990s, PageRank marked a paradigm shift in how search engines operated.
○ Key Features:
■ Link Analysis as a Ranking Metric: PageRank considered the link
structure of the web to assess the importance of pages. It assigned a
numerical weight to each element of a hyperlinked set of documents,
evaluating not just the content but also the web’s interconnectedness.
■ Machine Learning at the Core: PageRank was a machine learning
algorithm that learned from link patterns and user behaviour. It adapted
its rankings based on the collective intelligence of the web, enabling a
dynamic and adaptive approach to search.
■ User-Centric Relevance: By prioritising pages with more inbound links,
PageRank aimed to measure the importance of web pages based on the
principle that a page is more valuable if it is linked to by other pages.
This significantly improved the quality of search results.
● Impact on User Experience:
○ Improved Search Accuracy: PageRank dramatically enhanced the accuracy of
search results by considering not just the presence of keywords but the
contextual relevance based on link structures.
○ Reduced Manipulation: The link-based approach made it harder for
webmasters to manipulate rankings through black-hat SEO techniques,
resulting in a fairer and more trustworthy search environment.
● Influencing Decision-Making in the Tech Industry:
○ Algorithmic Authority: PageRank catalysed a shift towards algorithmic
authority, where the algorithm itself became a trusted authority in
determining the relevance and importance of web pages. This influenced
decision-making for users and businesses optimising their online presence.
To promote the home page, SWOT Analysis of Websites & finding the right
appropriate keywords.
● SWOT Analysis for Your Website:
○ Strengths:
■ Identify characteristics of your website that give you an advantage and
help reach objectives.
■ Consider positive mentions from Website Customer Interviews,
Customer Journey Maps, and Website Competitive Analysis.
○ Weaknesses:
■ Recognize website characteristics that present a disadvantage or
prevent you from reaching objectives.
○ Opportunities:
■ Explore elements that the website could use to its advantage.
○ Threats:
■ Be aware of external factors outside your control that could cause
trouble and prevent the website from reaching its business objectives.
● Crafting Your Overall Website Strategy:
○ Use SWOT findings to inform your decisions and create a winning website
redesign strategy
Finding Right Appropriate Keywords:
● Reverse Website Audit on Competitors:
○ Analyse competitors’ websites to discover keyword and content opportunities.
○ Review competitors’ primary pages, paying attention to keywords used in title
tags, headings, and internal link anchor text.
Monitoring and recording results to improve content marketing campaigns.
SEO SWOT Analysis:
● Regularly review analytics, rank-tracking software, and Google Search Console.
● Identify SEO strengths and areas for improvement.
● Use manual SEO audit processes to guide your efforts
Writing and posting content on the web and in social networks.
○ Content Creation:
■ Craft valuable and authoritative content relevant to your audience.
■ Optimise content with appropriate keywords.
○ Social Media Engagement:
■ Share content on social networks.
■ Interact with your audience and encourage engagement.
Remember, these strategies should be tailored to your specific context and goals. Analysing
actual data from your website and industry will provide valuable insights for effective
decision-making.
Case Study - III: Students will identify an activity for Email/ Mobile/
Social Media Marketing.
Activity for Email
Compose two columns. In one column bright several phrases from different types of emails
and in the other column write the email type student will match their phrases with the
types.
Example
1. Please accept our apology for…
2. I am writing to express my dissatisfaction with…
3. I'd like to thank you for your…
4. This is to invite you to join us…
5. We are happy to inform you that you have been selected…
Email types
1. A thank you email.
2. An email of apology.
3. An email congratulating someone.
4. An invitation to party.
5. An email to complaint.
Social Media Marketing Activity
CRO Hashtag CIO Hashtags CMO Hashtags
#CRO #CIO #CMO
#Entrepreneur #IOT #Content marketing
#Finance #IT #IOT
#Smallbiz #Gardner Sym #Facebook
#Jobs #CIOs #Social
#Accounting #Security #Content
#Entrepreneuse #CMO #Infographic
#Video #Technology #Advertising
#Twitter #Healthcare #brand
#CEO #infoser #sales
Mobile
The four steps will help the universities develop and deploy their own mobile education
apps.
1. Conduct research to understand students' users and discover new insights.
2. Create a mobile app goal that combines students' needs and new opportunities.
3. Define and collect Akademik Anne mobile success metrics.
4. Commit to the long range University vision and mission.
Social Media Marketing Activity
Listen to what your target audience is talking about:-
Like most marketers, you probably monitor your company's social feed for brand related
mentions. While that's a start, it's not enough to generate real customer insight.
You will also need to have your Need turn to social conversation that your customers are
having on a daily basis. For example, if you sell to the Sea suit then you will want to listen in
on the top hashtags that CFO's,CIOs and CMOs are using on social media.
Create a Video/ YouTuber
● Create a YouTube strategy to choose the right topics for the right audience.
● Make sure your video is found on YouTube.
● Find YouTube ideas and topics.
● Learn the first YouTube video you should make.
● Up your video recordings.
● Record you’re Desktop.
● Edit your video.
● Upload a video on YouTube.
● Optimise your video for YouTube.
Manage a Video
● Sign in an account like a studio content manager.
● From the left menu, select videos.
● Find the video you'll want to update. To refine the list, check the filter bar and apply
the filter.
● Click one or more checkbox next to the videos you want to update.
● Click Edit from the top banner and select one or more actions you want to update.
● Click Upload videos.
YouTuber platform and enhance viewership
1. Create Compelling content-It won't matter how many hacks or ads you use if your
videos aren't good. Simply identify what your ideal customers most want to know
and then create videos that meet their needs.
2. Encourage Viewers to Subscribe-The best way is simply to ask at the beginning and
the end of a video to get more views on YouTube is to encourage your current views
to subscribe.
3. Create Playlists to Keep People Watching-YouTube statistics show that top
performance brands build and promote twice as many playlist as the bottom 25%.
4. Promote Other Videos with End Screens & Cards-Cards and in screen. Our tools that
you can use to promote your videos to get more views on YouTube.
5. Add a watermark to your videos-Watermarks allow you to gain more subscribers
free YouTube videos by promoting your channel across all of your videos.
6. Videos are embedding enabled-Spent ages creating an awesome video and now your
viewers want to share it on their websites and blocks.
7. Videos on Other Social Channels-If you have followers on other social channels, let
them know each time you upload a new video to YouTube, Facebook, Instagram and
Twitter.
