SRI KRISHNADEVARAYA EDUCATIO NAL TRUST
SIR M. VISVESVARAYA INSTITUTE OF
TECHNOLOGY
BENGALURU
DEPARTMENT OF MBA
Workshops &
Certification
Seminars
Sports /
Cultural &
courses
Literary Clubs
Forum
Projects /
Activities &
Consultancy &
Events
Placements
Overall
Academics &
Skill Training
Developme
nt
Industry &
Research
exposure
UNIVERSITY COURSE STRUCTURE
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI
Scheme of Teaching and Examinations – 2020 - 21
MASTER OF BUSINESS ADMINISTRATION
Choice Based Credit System (CBCS) & Outcome Based Education(OBE)
Course Title (Subject) / Course Code
Practical
Component
Duration in Hrs
CIE Marks
SEE Marks
Total Marks
Credits
Examination
Theory
Teaching Hours / Week
DIGITAL MARKETING
MANAGEMENT / 20MBAMM403
03
02
03
40
60
100
04
Note: CIE = Cumulative of Internal Examination, SEE = Semester
End Examination
SEARCH
ENGINE
OPTIMIZATION
Module 6
SEO
Well, SEO stands for 'Search Engine Optimization', which is the
process of getting traffic from free, organic, editorial, or natural
search results in search engines . It aims to improve your website's
position in search results pages. Remember, the higher the website is
listed, the more people will see it.
Search engine optimization is the science of improving a website to
increase its visibility when people search for products or services .
The more visibility a website has on search engines, the more likely it
is that brand captures business .
❑ A s a n I n t e r n e t ma r k e t i n g s t r a t e g y, S E O c o n s i d e r s h o w s e a r c h
e n g i n e s w o r k , t h e c o mp u t e r - pr o g r a mme d a l g o r i t h ms t h a t d i c t a t e
s e a r c h e n g i ne b e h a v i o r, w h a t p e o p le s e a r c h f o r, t h e a c t u a l s e a r c h
t e r ms o r k e yw o r d s t yp e d i n t o s e a r c h e n g i n e s , a n d w h i c h s e a r c h
e n g i n e s a r e p r e f e r r e d b y t h e i r t a rg e t e d a u d i e n c e . S E O i s
p e r f o r me d b e c a u s e a w e b s i t e w i l l r e c e i v e mo r e v i s i t o r s f r o m a
s e a r c h e n g i ne w h e n w e b s i t e s r a n k h i g h e r o n t h e s e a r c h e n g i n e
r e s u l ts p a g e ( S E R P ) .
❑ T h e s e v i s i t o r s c a n t h e n p o t e n t i a l l y b e c o n v e r t e d i n t o c u s t o me r s
❑ We l l , S E O s t a n d s f o r ' S e a r c h E n g i ne O p t i mi z a t i on ' , w h i c h i s t h e
p r o c e s s o f g e t t i ng t r a ff i c f r o m f r e e , o rg a n ic , e d i t o r i a l , o r n a t u r a l
s e a r c h r e s u l t s i n s e a r c h e n g i n e s . I t a i ms t o i mp r o v e yo u r
w e b s i t e ' s p o s i t io n i n s e a r c h r e s u l t s p a g e s . R e me mb e r, t h e h i g h e r
t h e w e b s i t e i s l i s t e d , t h e mo r e p e o p l e w i l l s e e i t
❑ S e a r c h e n g i n e o p t i mi z a t io n i s t h e s c i e n c e o f i mp r o v i n g a w e b s i t e
t o i n c r e a s e i t s v i s i bi l i t y w h e n p e o p l e s e a r c h f o r p r o d u c t s o r
s e r v i c e s . T h e mo r e v i s i b il i t y a w e b s i t e h a s o n s e a r c h e n g i n e s , t h e
mo r e l i k e l y i t i s t h a t b r a n d c a p t u r e s b u s i n e s s .
Using this
beginner's
guide, we can
follow these
seven steps to
successful SEO:
1.Crawl accessibility so engines can read your
website
2.Compelling content that answers the searcher’s
query
3.Keyword optimized to attract searchers & engines
4.Great user experience including a fast load speed
and compelling UX
5.Share-worthy content that earns links, citations,
and amplification
6.Title, URL, & description to draw high CTR in the
rankings
7.Snippet/schema markup to stand out in SERPs
❑ Onpage optimization (AKA on -page SEO) refers
to all measures that can be taken directly within
the website in order to improve its position in
the search rankings . Examples of this include
On Page
Optimization
measures to optimize the content or improve the
meta description and title tags
❑ On-page SEO focuses on optimizing parts of your
website that are within your control, while off page SEO focuses on increasing the authority of
your domain through content creation and earning
backlinks from other websites .
On-page SEO is the practice of optimizing individual
w eb pages in order to rank higher and earn more
relevant traffic in search engines . On-page refers to
both the content and HTML source code of a page that
can be optimized, as opposed to off -page SEO which
refers to links and other external signals.
On-page SEO helps search engines analyze y our
w ebsite and the content connected to it so that it can
identify if a searcher's query is relevant to y our site .
Google is constantly updating their algorithm so that it
can better understand a searcher's intent and deliver
search results that meet that user's needs.
While on-page SEO refers to the
f a c t o r s yo u c a n c o n t r o l o n yo u r
own website, off-page SEO refers
to the page ranking factors that
o c c u r o f f yo u r w e b s i t e , s u c h a s
backlinks from another site. It also
includes your promotion methods,
taking into account the amount of
exposure something gets on social
media, for example
OFF PAGE
OPTIMIZATION
Offpage optimization refers to all the measures that
can be taken outside of the actual website in order
to improve its position in search rankings . These
are measures that help create as many high -quality
backlinks (incoming links) as possible.
Off-page SEO helps build a website's recognition
and domain authority . Without it, your site will
continually rank below other websites that already
have a more substantial lead. While links are not the
only off-page signals that Google's algorithm applies
to rank a site, it is perhaps the most vital of the lot.
4 Off-Page
SEO Tips for
Beginners
1.Link building. A lot of off -page optimization
comes down to link building or getting backlinks
for your websites. ...
2.Business blogging and guest blogging. ...
3.Social media marketing (SMM) ...
4.Local SEO
•Brand Mentions.
Off-Page
SEO
Activities
•Commenting.
•Forums.
•Influencer Outreach.
•Guest Author.
•Broken Link Building.
•Social Networking.
•Social Bookmarking.
❑ Social media research is the process of analyzing
social media data to conduct quantitative (and at
times qualitative) research in order to understand
how audiences relate to topics, by using tools and
data extraction techniques.
Social Media
❑ Social media research is the process of analyzing
social media data to conduct quantitative (and at
Research
times qualitative) research in order to understand
how audiences relate to topics, by using tools and
data extraction techniques.
❑ Thanks to advanced social listening and audience
intelligence tools and platforms, researchers today
are able to aggregate data relating to specific
events, topics or within a specific audience group
from social media, web, forums, news and blogs. .
Social media has developed at a rapid pace, and it ’s
important to be analysing and understanding the
ways humans are using it to communicate, not only
for brands to be able to speak to their customers but
for understanding communication and trends of
behaviour as a whole. Academic research is starting
to address and use social media, but this is a field
that is still developing.
❑ Collecting social media data
Social media
Twitter, Facebook, Instagram, Youtube,
❑ Using web data for social media research
research tools
Forums, Reviews, Blogs and news,
❑ Google trends
❑ Google surveys
1 . Conduct Competito r Analysis
2. Analyze Your Backlinks
3. Optimize for Mobile
SEO tactics
4. Use Secure HTTP
5. Optimize Page Speed
6. Optimize for Voice Search
7. Use Structu r ed Data
SEO TACTICS
Google
search
engine
❑
Google Search (also known simply as Google) is a search engine provided
b y G o o g l e . H a n d l i n g m o r e t h a n 3 . 5 b i l l i o n s e a r c h e s p e r d a y , [3] i t h a s a 9 2 %
s h a r e o f t h e g l o b a l s e a r c h e n g i n e m a r k e t . [4] I t i s a l s o t h e m o s t - v i s i t e d
w e b s i t e i n t h e w o r l d . [5]
❑
The order of search results returned by Google is based, in part, on a
priority rank system called " PageRank". Google Search also provides many
different options for customized searches, using symbols to include,
exclude, specify or require certain search behavior, and offers specialized
interactive experiences, such as flight status and package tracking, weather
forecasts, currency, unit, and time conversions, word definitions, and more.
❑
The main purpose of Google Search is to search for text in publicly
accessible documents offered by web servers, as opposed to other data,
such as images or data contained in databases .
❑
It was originally developed in 1997 by Larry Page, Sergey Brin, and Scott
H a s s a n . [6][7][8] I n J u n e 2 0 1 1 , G o o g l e i n t r o d u c e d " G o o g l e V o i c e S e a r c h " t o
s e a r c h f o r s p o k e n , r a t h e r t h a n t y p e d , w o r d s . [9] I n M a y 2 0 1 2 , G o o g l e
introduced a Knowledge Graph semantic search feature in the U.S.
❑
Analysis of the frequency of search terms may indicate economic, social
and health trends
❑
Data about the frequency of use of search terms on Google can
be openly inquired via Google Trends and have been shown to
correlate with flu outbreaks and unemployment levels, and provide the
information faster than traditional reporting methods and surveys. As of
mid-2016, Google's search engine has begun to rely on deep neural
networks
❑ Web analytics is the process of analy zing the
behavior of visitors to a w ebsite . This involves
tracking, reviewing and reporting data to measure
web activity, including the use of a website and its
components, such as webpages, images and videos
Web
❑ Website analytics provide insights and data that
can be used to create a better user experience for
Analytics
w ebsite visitors . Understanding customer behavior is
also key to optimizing a website for key conversion
metrics.
❑ Web analytics lets y ou precisely study user
behaviour on y our w ebsites (and mobile sites, and
mobile applications, which is more largely called
digital analytics). Today, web analytics (also known
as digital analytics) is a key element in digital
marketing and website optimisation.
O n e t yp e o f a n a l ys t , t h e W e b
A n a l ys t i s s t i l l d e f i n i t e l y i n t h e
' M o s t Wa n t e d ' c a t e g o r y, e s p e c i a l l y
i n t h e e - c o m me r c e i n d u s t r y. I t i s a
g r e a t c a r e e r o p t i on m a i n l y
because: There is a soaring
d e m a n d f o r W e b A n a l ys t s . W h i c h
means huge job opportunities.
1 . M e a s u re o n l i n e t r a f f i c
2 . Tr a c ki n g B o u n c e R a t e
Benefits of
3 . O p t i mi z i n g a n d Tr a c ki n g o f M a r ke t i n g C a mp a i g n s
4 . F i n d i n g t h e R i g h t Ta r g e t A u d i e n c e a n d i t s C a p i t a l iz a t i on
Web Analytics
5 . I mp ro v e s a n d O p t i mi z e s We b s i t e a n d We b S e r v i c e s
6 . C o n v e r s i o n R a t e O p t i mi z a t i o n ( C R O )
7 . Tr a c ki n g b u s i n e s s g o a l s o n l i n e
8 . I mp ro v e t h e re s u l t s f ro m G o o g l e A d s a n d F a c e b o ok a d s
9. Starting is easy
1 0 . N e w C re a t i ve I d e a s
Web
analytics is
important to
help you:
•Refine your marketing campaigns
•Understand your website visitors
•Analyze website conversions
•Improve the website user experience
•Boost your search engine ranking
•Understand and optimize referral sources
•Boost online sales
The process
of web
analytics
involves:
•S e t t ing b u s i nes s g o a l s : D e f in in g t h e k e y m e t ric s t h a t
w il l d e t e rmin e t h e s uc c es s o f y o ur b us in e s s a n d
w e b s it e
•C o l l e cting d a t a : G at h e rin g in f o rmatio n, s t at is t ic s ,
a n d d a t a o n w e b s it e v is it o rs us in g a n a l y t ic s t o o l s
•P r o c e s s ing d a t a : C o n v e rtin g t h e ra w d a t a y o u’ ve
g a t h e red in t o m e a n in g ful ra t io s , KP I s , a n d o t h e r
in f o rm a t ion t h a t t e l l a s t o ry
•R e p o r ting d a t a: Dis p l ay in g t h e p ro c e s s ed d at a in an
e a s y - t o -rea d f o rm a t
•D e v e l o ping a n o n l i ne s t r a t eg y : C re a t in g a p l a n t o
o p t im iz e t h e w e b s it e e x p e rie nce t o m e e t b us in e s s
goals
•E x p e r im e nting: D o in g A / B t e s t s t o d e t e rm ine t h e b e s t
w a y t o o p t im ize w e b s it e p e rf o rma n ce