Digital MarketingNew Age Marketing and Future of Marketing

ByChakradhar Makam

SEOSearch Engine Optimization

How search Engine Works : Google Search Interface

Submit website directory files to GWMT

www.cricinfo.com

Google web master Tools

Spider Crawler

Data Storage Unit(D.S.U)

IndexerWeb Pages

Operators Used in SEO : cache:Syntax : “cache:www.cricinfo.com”Description : Using this operator, we can know the last crawled date and time of the ‘Spider Crawler’.

site:Syntax : “site:www.cricinfo.com”Description : Using this operator, we can know the total no.of website pages that got indexed by Google Indexer.

Page Rank :• Valid Page Rank values are : (NA,0,1,2,3,4,5,6,7,8,9&10)

backLink p(x) {it is possible PR}

backLink p(x/2)

backLink p(x/2)

timesnow.com

PR = 5Opendg.org

timesnow.com

PR = 5

Opendg.org

Opendg.org

Guidelines for Getting PR :

PR Guidelines

Page which pass PR

must have valid PR

Relevancy of content

No-Follow URLs don’t

pass PR

Spam links should not

be purchased

Google Updates:Update Name Description & Details about updatePanda Update Duplicate content, switched content & thin content will be hit by this

update.EMD Update EMD = Exact match domain. Domain names should not exactly match with

generic words. Ex: digitalmarketing.com;always purchase brand name with keyword.

Penguin Update Spamy linking, keyword stuffing will hit with this update.Caffeine Update To give accurate search results, this update has came into picture. Humming Bird Update

It’s a replacement for Caffeine update to give more precise results to user and for conventional search.

Pigeon Update This update is to give precise local search results.Pirate Update Copyright content like music files, videos will be hit with this update.

Imp Note : To know the details of these updates and if any new updates released then visit ‘http://moz.com/google-algorithm-change’; here you will find updates by mattcutts -> webspam president for google.

SEO CYCLE

Business Analysis Keyword

Analysis

Web Position Analysis

Competition

AnalysisOn-page Optimiz

ation

Server side

optimization

Off-page optimiza

tion

Reporting &

Review

BrainstormingFirst Priority KeywordsSecond Priority KeywordsGoogle Keyword Planner

Steps:Clear browser history.Sign-out of all Google accounts.Check never show instant search results.Display 100 results/pageEnable SEOQUAKECheck position of site for each and every keyword

S.No

Url PR

No of Links

Age Quality

remarks

File Name OptimizationBread crumbsTitle TagMeta DescriptionMeta Robots

H1 TagContent OptimizationAnchor LinkingEmbed Like box, tweet box and Google+ follow box

Embedded VideoSocial share buttonsImage OptimizationFooter Optimization

Robots.txt

Non www to www url re-direction

301 & 302 url re-direction

Sitemaps submission(xml & html)

Directory submissionSocial book markingClassified submission

SMOVideo Submission

Document submissionImage/Photo Submission

Press releaseBlogging

Black-Hat SEO Techniques :On-Page Techniques: Duplicate content – will be hit by Panda Update. Hidden content – writing one content for

search engine & other content for Users. Sneaky Re-directs Door-way Pages

Off-Page Techniques: Article submission Guest Blogging / Blog commentingImp Note : Beware, must avoid these practices to sustain in business in long run. Quality persists forever.

SERP (Search Engine Results Page)

Digital Marketing Project

Onwww.yashodahospitals.com

Digital Marketing Strategy for : yashodahospitals.com

40%

30%

20%

10%

% Spending on differnet marketing strategySEO SEM Social Media E-mail Marketing

List of Business Pages :• Home page • Patient care • Education• International Patients• Book an appointment

URLs of Business Pages :• https://www.yashodahospitals.com/• https://www.yashodahospitals.com/patient-care/new-patients/introduction• https://www.yashodahospitals.com/education/introduction• https://www.yashodahospitals.com/international-patients/browse-our-specialties• https://www.yashodahospitals.com/book-an-appointment

List of Competitors :• Care Hospitals • Apollo Hospitals • Kamineni Hospitals• Mediciti Hospitals• Star Hospitals• Kims Hospitals

Key word analysis for:Home Page : https://ww.yashodahospitals.com/

• Brainstorming : (have to do this consumer/patient point of view)• best multi specialty hospitals in hyderabad• best hospitals in Hyderabad• best hospitals for heart surgery in hyderabad• best hospitals for cancer treatment in hyderabad• best hospitals for kidney treatment in hyderabad• best hospitals for dental treatment in hyderbad• top 10 hospitals in hyderabad• best hospitals for diabetic treatment in hyderbad• best hospitals for obesity treatment in hyderabad• hospitals with best doctors in hyderbad• hospitals with arogyasri facility in hyderbad• hospitals with advanced medical equipment in hyderabad• hospitals with best packages in hyderabad• hospitals with reasonable operation costs in hyderbad• hospitals with best patient care in hyderabad………and so on……

First Priority Keywords

best hospitals in hyderabad

best hospitals in hyderabad for delivery

best hospitals in hyderabad for cancer

best hospitals in hyderabad for piles

best hospitals in hyderabad for maternity

best multi speciality hospital in hyderabad

top 10 hospitals in hyderabad

top 10 eye hospitals in hyderabad

top 10 dental hospitals in hyderabad

top 10 maternity hospitals in hyderabad

top hospitals in hyderabad

top hospitals in hyderabad india

famous hospitals in hyderabad

major hospitals in hyderbad

best hospitals in hyderabad for heart

First Priority Keywords

best hospital in hyderabad for heart surgery

best hospitals for heart bypass surgery in hyderabad

best hospitals in hyderabad for cancer

best ayurvedic hospitals in hyderabad for cancer

best cancer hospital in hyderabad reviews

best cancer hospital in hyderabad india

best liver cancer hospital in hyderabad

best hospital in hyderabad for neurology

best hospital in hyderabad for kidney stone treatment

best hospital in hyderabad for kidney

best hospital in hyderabad for eye

best eye hospital in hyderabad for cataract operation

best eye hospital in hyderabad for cataract surgery

best eye hospital in hyderabad for lasik

best hospital in hyderabad for diabetes

First Priority Keywords

best hospitals in hyderabad for hair loss

best hospital for hair treatment in hyderabad

best hospital for hair loss treatment in hyderabad

good hospitals in hyderabad

good hospitals in hyderabad for normal delivery

good hospitals in hyderabad for maternity

good hospitals in hyderabad for delivery

best hospitals in hyderabad for pregnancy

top 5 hospitals in hyderabad

top 5 eye hospitals in hyderabad

top 5 maternity hospitals in hyderabad

top 5 dental hospitals in hyderabad

top 3 hospitals in hyderabad

top 3 hospitals in hyderabad india

the best hospital in hyderabad

First Priority Keywords

the best eye hospital in hyderabad

the best dental hospital in hyderabad

the best orthopedic hospital in hyderabad

top hospitals in hyderabad india

top hospitals in hyderabad

eye hospitals in hyderabad top 10

best hospital for knee replacement

best hospital for knee replacement in india

best hospital for knee replacement in hyderabad

best hospital for knee replacement surgery in hyderabad

best knee replacement surgeon in hyderabad

best hospital for heart transplant in hyderabad

best hospitals for heart transplant in hyderabad

best hospital for children's heart surgery

best hospital for pediatric neurology

Second Priority Keywords

best hospital in hyderabad for gastroenterology

best hospital in hyderabad for kidney stone treatment

best hospital in hyderabad for ent

top 10 ent hospitals in hyderabad

top 10 best hospitals in hyderabad

top 10 cancer hospitals in hyderabad

top 10 ayurvedic hospitals in hyderabad

top 10 orthopedic hospitals in hyderabad

top 10 cardiac hospitals in hyderabad

top 5 heart hospitals in hyderabad

top 5 orthopedic hospitals in hyderabad

famous hospitals in hyderabad india

top eye hospitals in hyderabad

top cancer hospitals in hyderabad

top dental hospitals in hyderabad

Second Priority Keywords

top maternity hospitals in hyderabad

top ent hospitals in hyderabad

good hospitals in hyderabad india

biggest hospitals in hyderabad

good dental hospitals in hyderabad

best hospital for cancer in hyderabad

best hospital for lung cancer in hyderabad

best hospital for lung cancer in hyderabad

best heart hospital in hyderabad

best heart surgery hospitals in hyderabad

best hospital for heart problems in hyderabad

best hospital for open heart surgery in hyderabad

best blood cancer hospital in hyderabad

cancer hospital in hyderabad

cancer hospitals in hyderabad india

3rd Priority Keywords (From Google Keyword Planner)

hospitals in hyderabad

best hospitals in india

ent hospital in hyderabad

hyderabad hospitals

best eye hospital in india

oncology hospitals in hyderabad

best cardiac hospital in india

best cancer institute in india

best heart hospital in india

cardiac hospitals in india

top 10 hospitals in india

best cardiology hospital in india

orthopaedic hospitals in hyderabad

best cardiac hospitals in india

cardiology hospitals in hyderabad

3rd Priority Keywords (From Google Keyword planner)

best heart surgeon in hyderabad

best kidney hospital in india

india top hospitals

nephrology hospitals in hyderabad

best hospitals in india for cardiac surgery

best doctors in hyderabad

best cardiology hospitals in hyderabad

urology hospitals in hyderabad

best hospital for heart surgery in india

hyderabad best hospitals

hyderabad top hospitals

psychology hospitals in hyderabad

best cardiothoracic surgeon in hyderabad

best cardiology hospital in hyderabad

best urology hospital in hyderabad

Selection of top 5 Keywords: Top 5 Keywords

best hospitals in hyderabad

top hospitals in hyderabad

good hospitals in hyderabad

best multi speciality hospital in hyderabad

top 10 hospitals in hyderabd

Competition and Web position Analysis:Keyword : good hospitals in hyderabad

S.No URL PR No.ofLinks

Age Quality Remarks: missed SEO Parameters

Web position

1 https://www.yashodahospitals.com/

NA 309 18-07-2001 Avg SEO Meta Keywords,XM sitemaps

4

2 http://www.carehospitals.com/ NA 664 02-10-2002 Poor SEO Title,Meta Description,Meta Keywords,Headings,Images,robots.txt,xml sitemaps etc

17

3 https://www.apollohospitals.com/

NA 25 27-04-1997 Avg SEO Meta Keywords,XM sitemaps

12

4 http://www.kimshospitals.com/ 2 508 30-05-2011 Poor SEO Title,Meta Description,Meta Keywords,Headings,Images,robots.txt,xml sitemaps etc

24

5 http://www.medicitihospitals.com/

3 47 02-04-2006 Poor SEO Title,Meta Description,Meta Keywords,Headings,Images,robots.txt,xml sitemaps etc

48

SEM STRUCTURE :

Google Adwords - Text Ads Character Limits:

AdWords-Keyword-Match-Types:

AdWords-Keyword-Match-Types Ex:

Social Media :

Facebook Business Page :

Facebook Profile photo & Cover Photo Dimensions:

Facebook Competition Analysis Sample :S.No Date Facebook Page Likes Engagement

RationRamearks

Affiliate Marketing :

Email Marketing :