Unit 2
Unit II: Content Development & Search Marketing
• Content Marketing: Types, Strategy, and Planning;
• Search Engine Optimization (SEO): On-page & Off-page Techniques;
• Search Engine Marketing (SEM): PPC, Google Ads;
• Keyword Research & Campaign Planning;
• Email Marketing and Customer Segmentation
Content Marketing: Types, Strategy, and Planning;
• https://business.adobe.com/blog/basics/content-marketing
• https://www.geeksforgeeks.org/marketing/content-marketing-types-
importance-strategies/
Content marketing
• The Practice of creating relevant and compelling content in a consistent
fashion to a targeted buyer, focusing on all stages of the buying process,
from brand awareness through to brand evangelism.
• The buying process is guided by buyer behavior, which progresses in the
following four stages:
Discover Explore Buy Engage
Content Marketing
• Victoria Harres, vice president of strategic communications at PR
Newswire, explains:
• “Content marketing is about sharing information that has real value to
your target audience and educates your potential customers; not about
your products, but topics that strongly support what you sell.”
• The goal of content marketing is to increase the demand for a product or
service through useful information.
• Even though content marketing intends to generate leads, the material
should not read as an advertisement or sales pitch.
Content brings
• Search Engines
• People/ Partners/ Prospects
• Credibility
• A good user experience
• Variety
• Inbound links
• Sharing
• Stickiness (repeat visitation)
How to Drive more sales?
• Conversation: Content marketing is all about playing the slow game. It’s about
creating content that starts a conversation, which will transition into sales
down the road.
• Satisfaction stories and testimonials: If you’re marketing through content, you
can’t achieve popularity with your content and tell your sales stories at the same
time. Why? Because you run the risk of diluting your message.
• Charm: Marketing content is about charming people. In fact, good marketing
content will charm people to the point where convincing them to buy is easy.
• Attract: Marketing content is about attracting people to whatever you’re
selling and the kind of company you’re building.
• Allure: The content people love to share (and that journalists love to write about)
is not the content that says how great you are but about value
proposition.
How to Drive more sales?
• Values: it’s the content that speaks to your customer’s pain points and
speaks to your “why” or your values.
• Trustworthiness: People want to work with people that they know, like and
trust. But it’s hard to establish trust or affinity with someone when you’re
also trying to sell them something. That’s why your marketing content
needs to make the best impression – not be an immediate turnoff.
• Convince: Sales content is about convincing people that you’re the best
brand to work with, your products and services are right for them, and your
people are a good fit for what they’re building.
• Infographics off sales: highlight your impressive stats, such as your customer
list, awards, sales figures, the number of offices you have, etc. That’s the sales
content that will sway people enough to want to work with you.
Step-by-Step Content Marketing
Search Marketing
• 2 types of the search marketing
• SEM : search engine marketing
• SEO : search engine optimization
• Purpose of Search Marketing
• Acquire New Customers
• Retain Old Customers
• Create Awareness by means of Content marketing
• Engage the customers to make 1st purchase by offering freebies
Search Engine Marketing(SEM)
• The marketing efforts undertaken on search engines are referred to as search engine marketing.
• Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by
increasing their visibility in search engine result pages (SERPs) through the use of search engine
optimization, search advertising, paid placement, contextual advertising, and paid inclusion.
• SEM is divided into two categories
• Search engine optimisation (unpaid content)
• Search engine advertisement (paid content)
SEM Terminology
• PPC – Pay Per Click
• CPC – Cost per Click
• Creative – Heading and description of search ad
• SERP – Search Engine Results Page
• CTR% - Click through Rate (as a percentage)
• Impressions – The number of times your ad is shown
• Google Content Network – Display banner ads outside of Google
• Rank/ Position – The position your ad is shown when a keyword is searched
• Quality score – A ranking Google gives your ad based on its CTR, relevance to
the keyword & the landing page’s relevance & other factors.
Search Engine Results Page(SERP)
• SERP includes everything that appears on a search engine page after a request
for a query is run.
• SERP contains:
• Organic listings
• Paid content
• In order to generate SERPs, search engines make use of computer programs or
algorithms that can potentially answer a query made by a user.
• These algorithms work to:
• Disqualify or restrict all websites that do not meet specific criteria, set
by the engineers or managers who handle the algorithm.
• Prepare a list of sites that are relevant.
• Rank and prioritize those sites in order of importance.
Why SEM?
• Quick Wins
• Good targeting
• Conversion reporting – with Google Analytics
• Low wastage
• Competitive
• Strong acquisition driver
• Branding.
Introduction to SEO
• SEO stands for “search engine optimization.” In simple terms, it
means the process of improving your site to increase its visibility
for relevant searches.
• It’s the practice of increasing both the quality and quantity of
website traffic, as well as exposure to your brand, through non-
paid (also known as "organic") search engine results.
• The better visibility your pages have in search results, the more
likely you are to garner attention and attract prospective and
existing customers to your business.
Introduction to SEO
• Process of enhancing the visibility of the website by improving
the ranking in the Search Engine Results Page (SERP).
• Process of making the website more search engine friendly thus
getting higher positions in ‘organic’ or ‘natural’ or ‘unpaid’
search results.
Search Engine
• A web program designed to retrieve or search information on
the web.
• Display organic and paid search results
Organic vs. Paid search result
How Search Engines Work
SEO Phases
Website Audit
1. Keyword position
2. Sitemap
3. Browser, Operating Systems, Devices compatibility
4. Backlink Checker
5. Domain Authority
6. Keyword Cloud
7. Speed audit
Content
• All the information contained in any web page
• Text, hyperlinks, images, audio, animation or
videos
For optimizing the content:
• Write easy-to-read text
• Organize your content around a topic
• Create fresh and unique content
Text vs. Images Site Map
On Page Optimization
• Optimizing the web page itself
On page factors that affect search engine rankings:
Technical Elements
• Site Performance
Tactics to improve site performance:
• Enable compressions
• Compress Images
• Reduce redirects
Domains
E.g. (www.example.com)
• Domain Name Memorability
• Keyword-rich Domains
• Subdomains
www.google.com
www.analytics.goog www.support.google www.mail.google
and many more...
le.com .com .com
404 error
500 error
HTML Tags
Tags used to create web pages in HTML so that web
browsers can read the code and process them to display on
the screen.
Meta Tags
Describe a page’s content and does not appear on the front
end to users.
Meta Keywords:
Used to define the content of a web page by providing a
bunch of keywords or tags specific to that web page’s
content
Meta Tags
Anchor Tag
Anchor text:
Image/Video Optimization
Long tail Keyword Search
Keyword Funnel
RSS Feeds
RSS (Rich Site Summary or Simple Syndication) is an XML code
that contains recent information updates.
Microsites
Auxiliary websites, which are usually about a product or a
service that provides a separate entity for a brand. A microsite
typically has its domain, but some exist as a subdomain.
Site Structure
• Breadcrumbs
• Internal Linking
Off Page Optimization
• Outside activities of the web page that help in its
ranking.
Authority And Hubs
SEO Tactics
BLACK HAT SEO
When someone deliberately manipulates indexes of a search engine to
improve the ranking of web pages.
It involves several techniques such as:
• Keyword stuffing
• Cookie stuffing
• Hidden text/links
• Gateway pages
• Mirror site
• Blog comment spam
• Social networking spam
• Link farms
• Cybersquatting
WHITE HAT SEO
White hat SEO refers to following search engines rules and
policies for doing SEO and adopting optimization strategies and
tactics with a focus on human audience and not search engines.
A Comparative Chart
Black Hat SEO Technique White Hat SEO Technique
On-page factor Hidden text Titles and meta data
Duplicate content Quality content
Off-page factor Doorway pages or gateway Guest blogging
pages
Links Page swapping Link building
Link farming Quality backlinks
Content Keyword stuffing Relevant keywords
