Digital marketing is the brand marketing tactics through the internet. It includes various techniques like SEO, SEM and link building.

The digital marketing/communication is categorized into two segments

• Inbound Marketing: This techniques takes the help of social media digital content in e-books, webinars or e-newsletter to increase the number of clicks on links and learn more about a company and its services.
• Outbound Marketing: This segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums

Search Engine Optimization widely known as SEO is the process of improving the structure, content and organization of your site, so that the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank.

• “Keyword” in digital marketing is the word that a user’s or person enters into a search engine to find specific information.
• From SEO point of view, for better page ranking keywords are very crucial. How and where you have used the keywords will reflect your site ranking.

For better page ranking, you must use the keywords in following areas

• Keyword in Website URL
• Keyword in Website Title
• Keyword in Meta tag
• Keyword in Web page content
• Keyword density in body text
• Keywords in Headlines

Pay Per Click also known as Cost Per Click, is a technique used to direct traffic to websites.  In this technique, advertisers pay the publisher ( website owner or host of the website) when the ad is clicked.  In other words, it is the amount spent to get an advertisement clicked.

Backlinks are external links to your website that can help with: 

• Improved credibility for your website
• Increased domain authority
• Gaining organic search ranking
• Increased referral traffic

• Google Ads is the single most popular PPC advertising system in the world.   It works on Pay per click model.
• The Google Ads platform enables the business to create ads that appear on Google search engine and their other properties.

An effective PPC keyword should be

• Relevant : List out the targeted keywords
• Exhaustive : Apart from most popular keywords it should include the “long tail of search”
• Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting

• Off page optimization:It is the process of boosting your search engine ranking by getting external links pointing back to it
• On page optimization:On page optimization directly deals with the content and structure of the website.

• Do not link to any other site with bad page rank
• Avoid Poison words, for example word “link”, when you hypertext this text to give the link to your site it becomes poison words
• Avoid stealing text or images from other domains
• Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link

The characteristics of “bad links” are

• Links from sites that are unrelated to your sites
• Links from low Page Rank and Low traffic
• Links from link exchanges
• Links from those sites that are not in Google index
• Paid links
• Link from the same anchor texts coming from multiple sites
• Spammy links from blogs or articles.