Digital Marketing is an important subject for HSC Class 12 students as it explains how businesses promote products and services using digital platforms like websites, search engines, social media, email, and online advertising.
Digital Marketing Class 12 Notes
Difference between digital marketing and traditional marketing.
Digital marketing uses online platforms like social media, search engines and websites to deliver targeted, interactive and measurable campaigns. On the other hand, traditional marketing relies on offline channels like TV, radio and print media. The traditional marketing targeting audience is broad but has limited segmentation. Traditional marketing is difficult to track, and it is expensive compared to digital marketing. Digital marketing is similar to traditional advertising but uses digital devices.
How will digital marketing help me to promote my business online?
Digital marketing helps you promote your business online by increasing visibility, attracting the right audience, building trust, and converting leads.
- Search Engine Optimisation: SEO is the process of boosting content and the technical set-up of the website so that it appears at the top of a search engine result for specific keywords.
- Mobile Marketing: From SMS and MMS to in-app marketing, there are many ways to go through with mobile marketing.
- Email Marketing: Companies communicate with their audience through email marketing.
- Paid Search: Paid search or pay-per-click (PPC) advertising refers to the “sponsored result” on the search engine results pages (SERP). With paid search, you only pay when your ad is clicked.
- Content Marketing: “Content is king?” Quality content is the fuel that drives your digital marketing strategies. The channels that play a part in your content marketing include video, blogs, e-books, etc.
- Social Media Marketing: Social media marketing is the use of social media platforms and websites to promote a product or service. The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.
What is a search engine?
A search engine is a software system that helps people find information on the internet. You type in a query like “buy new car”, and the search engine shows a list of relevant websites, images, or videos.
Yahoo Search Engine
Google Search Engine
Now you can easily differentiate the results shown by two search engines, i.e., Yahoo and Google. It is showing.
different websites having information for buying a new car. The entire SEO works on keywords. If those keywords are being used in the content of the website, then that website may rank in the top ten or twenty search results.
What are the ways to rank a website in a search engine?
There are two different ways to rank the website on the search engine: first is paid search, and second is organic search. In the below image you will see the Ad market, which indicates that the website has paid the Google search engine to rank him at the top; the second figure shows the sponsored keyword, which is also a paid site to rank the images. The organic search is most popular, and it is ranked by search engine on the first page based on the content and the SEO optimisation.
Google paid search result
Google sponsored search result
How we can rank our website with the help of SEO
Techniques and strategies used to get higher search rankings, and breaking search engine rules are
- Black Hat SEO
- White Hat SEO
- Technical SEO
- White Hat SEO: When you follow the search engine rules to rank the website, like quality content, proper keyword use and user-friendly design.
- Black Hat SEO: When you do unethical SEO practices that violate search engine rules, like keyword stuffing, hidden links or spammy backlinks.
- Technical SEO: Technical SEO is a very important step in the whole SEO process. If there are problems with your technical SEO then it is likely that your SEO efforts will not generate the expected results. A simple example of technical SEO is site speed. People do not like to wait for slow websites. Another example is mobile friendliness. If your site looks bad on a mobile device, search engines can detect that and lower its rankings on mobile-specific search engines.
REMEMBER – Always follow a White Hat SEO tactic and don’t try to fool your site visitors. Be honest and definitely you will get proper rank.
What is long tail and short tail keyword?
Short-tail keywords are usually 1- to 2-word keywords like “shoes”. This type of keyword ranking is very difficult; only big brands rank on this website. On the other hand, long-tail keywords are usually more than 3 words, like “brown soft comfortable running shoes”, and are easy to rank on the Google search. It attracts visitors who want to buy shoes.
SEO Audit
An SEO Audit helps to find out what could be done to improve ranking on search engines, so that consumers could find the website with greater ease. It analyses the websites health.
SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis. It provides clear and actionable recommendations that can be taken to improve your online presence.
Some of the ways to optimize the webpage for SEO are:-
1) HTML Header
- <!doctype html>: Html programs should start with<!doctype html>.
- <TITLE> : A title tag is an HTML element that specifies the title of a web page. The website title should be up to 60 characters (spaces included).
- <META> Tag: Meta tags are snippets of code that tell search engines important information about your web page, is also essential to boost your On-Page SEO.
2) Body Content
- Heading Tags: Heading tags are necessary for both usability, and SEO of your web page. webpage should include proper heading tags from <h1> to <h6> wherever required.
- Image Tags with ALT Attribute: Whenever using an image on a website, use the alt attribute to give information about the image.
- Keyword Consistency: Keyword consistency means having the keywords or sets of keywords those will rank your site in search engine.
3) Links
- Number of Backlinks : Backlinks are links that are directed towards your website. Backlinks are important
for SEO because some search engines, especially Google. - Broken Links : Broken links are links that send a message to its visitors that the webpage no longer exists,
triggering a 404 error page. - Friendly URLs : SEO friendly URLs are URLs that are designed to meet the needs of users and searchers. Specifically, URLs optimized for SEO tend to be short and keywordrich.
4) Indexing
Indexing is the process of adding web pages into Google search. It is very important in SEO to increase the ranking of the webpages.
5) Googlebot
Googlebot is the Google’s spider . i.e. the robot that pass over the Web and indexes pages for inclusion in Google’s database. Googlebot collects documents from the web to build Google’s search index.
6) Others Factors
- Robot.txt : Robots.txt file is what tells the search engines which pages to access and index on your website and which not.
- Device Rendering : This check visually demonstrates how your page renders on different devices.
- Flash : Flash is an interactive media technology that makes sites more interesting. At the same time, Flash
can kill your search rankings because search engines can’t index Flash content directly. - iFrames : Similarly to Flash, frames are a burden in terms of SEO. When you use frames on a page, you confuses search engines which may rank down your website.
- Favicon : Means favourite icon also known as a shortcut icon, A favicon is a visual representation of your website and business, so users will identify with your brand based on the favicon you use.
- Legible Font Sizes : It means that a font size declared as bigger, smaller, or the same size as should be easily readable.
- Tap Target Sizing : These include action buttons, links, ads, etc. that a user taps on when accessing a web page using a touchscreen. Therefor the size of such taps/touch elements should be relevant neither too small nor too big.
7) Performance Results
- Number of Resources : As a general rule, having more files to retrieve increases the number of server requests and can subsequently increase page load time. It is a good to remove unnecessary files or consolidate files like styles and scripts which are less required.
- Page Speed Info : Page speed does affect SEO as it is a direct ranking factor.
- Page Size Info : The term page size in the SEO world refers to the downloaded file size of a given web page.
8) SEO Social Media Optimisation
It deals with enhancing the website’s ranking, using Interactive Communities like Facebook, twitter, blogs, forums etc. When these communities have links to the created website it builds familiarity and trust about the website.
9) SEO Security Checks
Security is important to ensure your website protects user data, doesn’t become compromised or experience downtime or data loss. It includes SSL Enabled yes or no whether it follows HTTPS, Malware Check, Email Privacy.
Digital market?
The digital market behaves in 3 stages: acquisition, behaviour and conversion.
- Acquisition: Means creating interest in the mind of the customer about your product.
- Behaviour: Once he knows about the product. He may feel like buying or may not feel like buying the product.
- Conversion: When he is convinced and no other competitor gives him a better offer, then he buys the product, clicking on the ‘Buy’ option, so now he becomes your ultimate customer. This process is called filtration of the funnel.
The Google Analytics Report contains
Google Analytics is a free tool from Google that helps you track and understand how visitors use your website or app. It shows where your traffic comes from, what people do on your site, and how well your marketing is working.
- Users : how many visitors came to your website (in the past 7 days)
- Sessions : how many interactions a visitor makes with your website in a time frame (usually 30 minutes) like viewing a page, clicking a link, or purchasing a product
- Bounce Rate : how many visitors hit the back button or closed your website without performing a single interaction (it’s calculated through a formula)
- Session Duration : how much average time a visitor spends on the website
- Active Users right now : how many active users are currently active on your website.
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