LetterofRecommendation

LocSea.comPagei“DigitalMarketingusingGoogleServices”MakeyourwebsitevisibleonGoogleSearch–byLocSea

Editor’sNoteGettingstartedwithDigitalMarketingforyourwebsiteisquieteasy.Similartoanoffline

business,beingactiveonlineiswhatGoogleexpectsfromyouinordertomakeyourwebsitecomeuponGoogleSearch.Alittlebitofeffortandtimeisrequiredinthisprocess.

ThisbookwillguideyouthroughtheprocessofDigitalMarketinginastepbystepapproach.Whoshouldreadthisbook?1.BusinessownerswhoneedtopromotetheirbusinessontheirownthroughInternet.2.EntrepreneurswhowishtogetstartedwiththeirveryownDigitalMarketingbusiness.3.DigitalMarketingAgencieswhofeelthenecessitytotraintheiremployeesonDigitalMarketingapproach4.StudentswhowanttolearnandperformresearchonDigitalMarketing.5.Marketing,Sales,BusinessDevelopmentandAdvertisingProfessionalswhorequireathoroughknowledgeaboutDigitalMarketingtoefficientlyplanandmanageateam6.ClientswhoareplanningtooutsourcetheirDigitalMarketingRequirementsshouldreadthisbookandevaluatetheagenciesfirst.Itwillalsohelpintrackingandaskingquestionsontheirprogress.

TherearesomanytoolsavailableinGoogle!WhichonewillbesuitableintheDigitalMarketingsectorformybusiness?Itisimportanttoknowwheretostart,understandtheflow,thetoolstobeusedandhowtoapproach.ThisbookwillhelpyougetstartedwithTheWorldofDigitalMarketing.

WeareplanningtohaveanOnlineVideoPortaltotrainyouonDigitalMarketingfromApril2015.Visitheredm.locsea.comWearealsoplanningtoopenDigitalMarketingInstituteinChennai.Ifyouareinterestedinfundingus,pleaseemailmeatbalu@locsea.com.

BaluEditorCo-FounderandCEO,LocSea.com

LocSea.comPageiiBookLaunchInfo

“DigitalMarketingusingGoogleServices”BookbyLocSeawaslaunchedbyShri.Sivagnanam(AddlIndustrialAdvisor,GovernmentofIndia),Shri.KumarJayantIAS(Secretary,MSME,GovernmentofIndia),Shri.SMJamkhandi(Director,MSME,GovernmentofIndia)andShri.SatheshKumar(DeputyDirector,MSME,GovernmentofIndia)atMSMEExpo2015,ChennaionJanuary24th2015,Saturday.

AboutLocSea.com

LocSeaisaregisteredDigitalMarketingcompanyinIndiawhichisalsoaGooglePartnercertifiedcompanywithQualifiedGoogleAdWordsCertifiedProfessionals,GoogleAnalyticsCertifiedProfessionals,YouTubeAdsAdvancedCertifiedProfessionalsandBingAdCenterCertifiedProfessionals.LocSeafurtherhasaGlobalclientelelistfromUS,UK,Australia,Canada,India,France,Brazil,Switzerland,Barbados,Singapore&UAE.

LocSeaSpecializesinGoogleAdWords,GoogleAnalytics,SearchEngineOptimization(SEO),SocialMediaOptimization(SMO),BingAdCenter,FacebookAds,LinkedInAdsandGoogleMerchantCenter(ProductListingAds),WebDevelopmentandAndroidMobileApplicationDevelopment.

LocSeaisaproudfacultypartnerforMSMEDI,Chennai,GovernmentofIndiaandhasconductedmanyseminars&trainingsinInternetMarketing,E-Commerce,WebDevelopmentandWebDesigninginIndia.LocSea’sfocusistoeducateMicroSmallandMediumEnterprisesonthisdigitalspace&fulfiltheirdreamofgoingonlinetohaveawiderreach.ThisbookwillbeagoodstartingpointforallMSMEstomarkettheirproductonline.

LocSea.comPageiiiDigitalMarketingusingGoogleServicesMakeyourwebsitevisibleonGoogleSearchCopyright©2015byLocSeaSoftwareDevelopmentPrivateLimited,Chennai,India.Allrightsreserved.

Nopartofthisbook,includingcontent,coverdesignandinteriordesignmaybereproducedortransmittedinanyformexceptwiththepermissionofLocSeaSoftwareDevelopmentPrivateLimited,923,2ndfloor,TVSAvenue,AnnaNagarWestExtension,Chennai600101,TamilNadu,India.

Trademarks©2013LocSeaSoftwareDevelopmentPrivateLimited.Allrightsreserved.LocSeaisatrademarkofLocSeaSoftwareDevelopmentPrivateLimited.©2012GoogleInc.Allrightsreserved.GoogleandtheGoogleLogoareregisteredtrademarksofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleTrendsisatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleAnalyticsisatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleAdSenseisatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleWebmasterToolsisatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleAdWordsisatrademarkofGoogleInc.

©2012GoogleInc.Allrightsreserved.Google+isatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.YouTubeisatrademarkofGoogleInc.©2012GoogleInc.Allrightsreserved.GoogleMyBusinessisatrademarkofGoogleInc.

FirstEdition:2015

AcknowledgementsThisisourfirstbookinitiativefromLocSeaSoftwareDevelopmentPrivateLimited.WetakethisopportunitytothankouremployeesAsif,Aswani,Kalee,Hirthanu,Akhila,Karthick,Nithila,Jesi,Thuvaarakkesh,Nirmal,Mithun,Anitha,Keerthana,Shiva,RamandAvinashwhocontributedforthiseditioninvariousroles.

GreatTeamEffort.Thanks.Wealsotakethisopportunitytothankourparents.

Regards,BaluandLathaFounders,LocSeaSoftwareDevelopmentPrivateLimited

Website:www.LocSea.com

GooglePlus:www.Google.com/+LocSeaFacebook:www.Facebook.com/LocSeaTwitter:YouTube:www.Twitter.com/LocSeawww.YouTube.com/LocSea

LocSea.comPagevContents

AimofthisBook……………………………………………………………1GoogleSearchResultPage…1PaidAdsinSearchResults…2OrganicSearchResults…2MapsSearchResults…2LocalBusinessSearchResults…2

UnderstandingtheDigitalMarketingFlow………………………………3Analysis…3OrganicPromotion…3PaidPromotion…4TrackingYourWebsiteVisitors…4MonetizeyourWebsite…4

Chapter1GoogleTrends………………………………………………………………6GetStarted…8RegionalInterest…11RelatedSearches…12

Chapter2CompetitorAnalysis……………………………………………………….13HowdoIfindmyCompetitor?…13Chapter3WebsiteStrategy……………………………………………………………16Tips…18

Chapter4GoogleMyBusiness.………………………………………………………..19AddingaBusiness…20AddingDetailedBusinessInformation…24GetCustomGoogleMyBusinessPageURL…26

AddingMultipleBusinessLocations…27

Chapter5SearchEngineOptimization(SEO)………………………………………28Panda…28Penguin…28Hummingbird…28Pigeon…29SEOOn-PageandOff-Page…305.1On-Page…………………………………………………………………31

AnalyzeFlipkartOn-PageActivities…31HTMLTags…36Tips…38Robots.txt…38Sitemap…39W3CValidation…40PageSpeedInsights…40Canonicalization…42Tips…43OnPageDon’ts…435.2.Off-Page………………………………………………………………..44Backlinksandanalysis…44PressReleaseSubmissions…45BlogSubmission…45ArticleSubmissions…45Directorysubmission…46ForumPosting…46Community…46ClassifiedSubmissions…46PPTSharing…47Socialbookmarking…47Off-PageDon’ts…47Tips…48WhatisAnchorText?…48DaytoDayApproach…48

Chapter6YouTube……………………………………………………………………50CreatorStudio…51Chapter7SocialMediaOptimizationorMarketing(SMO/SMM)………………..64FacebookforBusiness…64

Howtocreatemybusinesspage?…64TwitterforBusiness…76Tips…77PinterestforBusiness…78

TheSign-up,BoardsandPins…78ProductBoard…78ContentBoard…78

InstagramforBusiness…79Thestrategiesfollowedbyleadingbrands…79ABackstagePass…79SourceofMotivation…79Customersharing…79

GooglePlusforBusiness…79LinkedInforBusiness…80LinkedInCompanyPage…80

LocSea.comPageviiChapter8GoogleAdWords……………………………………………………………848.1PaidAdsinGoogleSearch……………………………………………..81GoogleSearchPartners…86CampaignStructuringandBudgeting…86TargetingIdeas…86UniqueSellingPoints…86CallToAction…87Preference…87Aim…87KeywordPlanner…92ExactMatchType…96PhraseMatchType…96BroadMatchType…97BroadMatchModifier…97Adextensions…100Sitelinksextensions…101LocationExtensions…102CallExtensions…103BillingSetup…103KeyFieldstoMonitor…104Clicks…105CTR…105ConvertedClicks…105Conversions…105Optimize…107QualityScore…107NegativeKeywords…107SearchTerms…107AdSchedule…108Devices…109BidAdjustments…109Reports…109Process…110AdRank…110AdAuction…110AdPreviewandDiagnosisTool…111

Tips…111GoogleMerchantCenter…111GoogleAdWordsEditor…1128.2DisplayNetwork……………………………………………………….113HaveyouseenGoogleDisplayNetworkAds?…113AimingtherightAudience…114DisplayNetworkAdFormat…114

LocSea.comPageviiiTextAds…114ImageAds…114

CreateDisplaynetworkCampaign…116Optimize…120

PlacementAnalysis…1208.3YouTubeAds…..……………………………………………………….122TypesofYouTubeadsformat…122In-StreamVideoAds…122In-DisplayVideoAds…122Stepstocreateanewvideocampaign…123VideoAdsPerformanceEvaluation…126

Chapter9GoogleTagManager………………………………………………………127Howisthisgoingtohelpme?…127GoogleTagManagerSetup…128ContainerDraft…130Tags…130GoogleAnalyticsTagSetup…130

Rules…132GoogleAdWordsConversionCodeTagSetup…133

Chapter10GoogleAnalytics……………………………………………………………136IntroductiontoGoogleanalytics…137Setup…137

Addingthesetupcodemanually…139(Optional)AddingthesetupcodeviaGoogleTagManager…139

Reporting…140ChannelReports…141SearchEngineOptimizationReport…141QueriesReport…141LandingPages…142GeoReporting…142Technologyandmobile…142DemographicsandInterests…143WhatamIgoingtodobyknowingtheirage,genderandinterests?…143BehaviourFlowReport…144ConversionReport…145DefineaGoalinAnalytics…145

LinkingAnalyticswithAdWords…146LinkingAnalyticswithGoogleWebmastersTools…146Chapter11GoogleWebmaster…………………………………………………………148Howisthisgoingtohelpme?…148

LocSea.comPageixAddaSiteandVerify…149Selectthepreferreddomain…152ChooseTargetingCountry…152Shareaccesswithco-workers…153SubmitaSitemapfile…153TheCrawlErrorsReport…154SearchQueriesReport…155SearchAppearance…155WhatarerichSnippets?…156HTMLImprovements…157LinkstoyourSite…158Internallinks…159Manualactions…160

Chapter12GoogleAdSense……………………………………………………………162WhatisGoogleAdSense?…162RegisteringWithGoogleAdSense…163WorkingwithGoogleAdSense…167CreatinganAdUnitforyourwebsite…168AnalysingtheAd…170AllowandBlockAdsTab…173WhenDoIGetPaid?…174

LocSea.comPagex

AimofthisBook

Aim:TomakeyourWebsitelistedinGoogleSearch.

GoogleSearchResultPageGotoGoogle.co.inandtypethisquery“yogaclassesinchennai”.GoogleSearchResultforthisqueryisshowninSnapshot1.

Snapshot1:GoogleSearchResultsPage

Thequery“yogaclassesinchennai”isalsoreferredasSearchTermorKeywords.WhenyousearchinGoogle,itprovidesresultsrelatedtosearchtermentered.WhenyouclickonanyofthesearchresultsinSnapshot1,ittakesyoutotherespectivewebsite.

LetusunderstandtheGoogleSearchResultsPageshowninSnapshot1.Ihavehighlighted5sectionsA,B,C,DandEinSnapshot1.

PaidAdsinSearchResults(A&E):SectionsA&EarecalledPaidAds.WhenyouclickonanyoftheseAds,Googlechargescertainamountperclickfromtherespectivebusinessowneroragencywhoownsthisad.

TocreatePaidAdstargetingGoogleSearch,youshoulduseGoogleAdWords(Chapter8).

OrganicSearchResults(B):SectionBiscalledOrganicSearchResults.Googlewon’tchargeanyfeewhensomeoneclicksonthisorganicsearchresults.Googleusesmanyalgorithmstoprovidetheseresultsbyevaluatingyourwebsite,reputation,contribution,historyandbrandpresence.YoushoulddovariousactivitiessuggestedinSearchEngineOptimization(SEO)(Chapter5),SocialMediaOptimization(SMO)(Chapter7)&YouTube(Chapter6)toreachthisposition.

MapsSearchResults(D):SectionDiscalledMapsSearchResults.Youcanseemanypinmarksinsidethismap.ThesearesearchresultsfromGoogleMapsfor“yogaclassesinchennai”.AswearespecificallylookingforChennailocation,GoogleMapsshowsnearbylocations.Thesearenotpaidlistings.Tocreatesuchlistingforyourbusiness,youshoulduseGoogleMyBusiness(Chapter4).

LocalBusinessSearchResults(C):SectionCiscalledLocalBusinessSearchResults.Itshowsbusinesseslocatedneartheplacesearchedfor.YoushoulduseGoogleMyBusiness(Chapter4)tocreatethislistingforyourbusiness.GoogleMyBusinessisafreetool.

AsouraimistomakeyourwebsitelistedonGoogleSearchforyourbusinessrelatedkeywords,understandingtheprocessflowisakeytoapproachyourDigitalMarketing.Let’stakealookatthestepsinvolvedinacquiringandengagingvisitorstoyourwebsite.

UnderstandingtheDigitalMarketingFlow

Wehaveclassifiedourchaptersintofivecategories“Analysis”,“OrganicPromotion”,“PaidPromotion”,“TrackingYourWebsiteVisitors”and“MonetizeyourWebsite”.AnalysisStep1:StartwithanalysingyourbusinesstrendsbyreadingChapter1GoogleTrends.Step2:FindyouronlinecompetitorsandtheirstrategybyreadingChapter2CompetitorAnalysis.Step3:CreateorAlteryourwebsitewithrequiredcomponentstoimprovewebsitevisitorengagementbyreadingChapter3WebsiteStrategy.OrganicPromotion

Step7:ThebestwaytomakeyourwebsitelistedinGoogleSearchResultsforlocalsearchqueriesrelatedtoyourbusinessisthroughGoogleMyBusiness.DonotskipanysectionsinthisChapter4GoogleMyBusiness.Completeitinonestretch.

Step8:ThenextstepistomakeyourwebsitelistedinGoogleSearchResultsforanysearchqueriesrelatedtoyourbusinessbyfollowingChapter5SearchEngineOptimization.

Step9:GoogleprovidesprioritytoinformativevideosinGoogleSearch.Createfewvideosaboutyourproducts&services.PostitinYouTube.Wealsohavefewtipsforyourvideos.FollowthisChapter6YouTube.

Step10:SocialMediaisyourkeyforBranding.IwouldsuggestyoutostartwithGoogle+,Facebook,LinkedInandTwitterbycreatingbusinesspagestoday.Asyourbusinesspagebecomespopular,yourbusinesspageandwebsitegethigherrankinginGoogleSearch.WehavedescribedtheseinChapter7SocialMediaOptimization.

PaidPromotion

Step11:IfyouwanttoplaceAdsinGoogle,readChapter8GoogleAdWords.StartbycreatingSimplecampaigntargetingGoogleSearchasdescribedinthischapter.YoumayalsowanttoreadGoogleDisplayNetworkandYouTubeAdssectiontopromoteyourBranding.

TrackingYourWebsiteVisitors

Step4:Totrackvisitorsandleads,youwillbeaskedtoupdateyourwebsitewithmanysetupcodes.GoogleTagManagermakesthisprocesssimplebysettinguponetimesetupcodeonyourwebsite.ReadChapter9GoogleTagManagertolearnmoreaboutit.WestronglyencourageyoutouseGoogleTagManager.PleasenoteyoumaychoosetoskipthischapterifyouwanttomanuallypasteallsetupcodesintothewebsitewithoutthehelpofGoogleTagManagerTool.

Step5:Itisimportanttoanalyzeyourwebsite’svisitorstatisticstoimproveyourRevenue.GoogleAnalyticsisatoolusedtotrackyourwebsitevisitors.ReadChapter10GoogleAnalyticstosetup,analyzeandimproveyourwebsiteuserengagement.

Step6:YoushouldinformGoogleaboutyourwebsitedetailstocrawl(read)allyourwebpages.Tosubmityourwebsitedetails,readChapter11GoogleWebmasterTools.

MonetizeyourWebsiteStep12:Chapter12GoogleAdSenseguidesyoutogetstartedwithgainingsomemoneyfromyouractivewebsite.Ifyourwebsiteisneworjustbuildingcontent,Iwouldsuggestyoutoskipthisuntilyouhaveawebsitewithpropercontentinplace.

“DigitalMarketingusingGoogleServices”

1GoogleTrends

Knowingyourproductindepthandanalysinghowitfaresontheinternetistheforemoststeptobecarriedout.GoogleTrendsgivesyouthetrendingsearchdatainGoogleforyourbusiness.Forexample,asaSupermarketowner,youwillbeabletocompareandanalyzetrendingsearchtermsinGoogle.ReferSnapshots1.1,1.2&1.3below.

Snapshot1.1:ComparisondatainGoogleTrends

Snapshot1.2:RegionalInterestinGoogleTrends

Snapshot1.3:RelatedSearchTrends

Byanalysingthecurrentsearchtrendsforyourbusiness,willenableyoutounderstandthespecificsearchterms(technicallycalledaskeywords)usersenquiregloballyandlocally.ByformingyourWebsiteContentandKeywordStrategyafteranalysingGoogleTrends,youwillbeabletoaddresstheusersbydeliveringthemwhattheysearchedfor.

GetStartedLet’sdoasimpleanalysisinGoogleTrends.Iwanttoseesearchtrendsfortwokeywords“supermarket”and“grocerystore”inIndia.IwouldliketoknowwhichsearchtermismorepopularinSouthIndiasothatIcanbuymywebsitedomainnamebasedonthat.Iwouldalsousethisdatatoformmywebsitecontentaroundsuchtrendingkeywords.Isuggestyoutodothisanalysisalongwithmeforyourbusinessrelatedkeywords.Let’sstart.

Gotowww.google.com/trends(Snapshot1.4)

Snapshot1.4:GoogleTrendsHomePage:TrendingNow,2014ChartsStartsearchingfor“supermarket”inGoogleTrendsSearchBar

AddTerm(Snapshot1.5)tocomparehowothersearcheshavefaredwiththecurrentkeyword.

Snapshot1.5:AnalysingthesearchresultSupermarketLet’saddtheterm‘GroceryStore’andanalyzetheresults.

Snapshot1.6:Addingthesearchterm‘grocerystore’forcomparison

SelectingFiltersinordertogetarefinedlistisalsoprovided.Forinstance,targetingacountryorselectingaparticulartimelineduringwhichthesearchesweremadeismadepossiblewiththesearchresults(Snapshot1.7).

Snapshot1.7:Selectingthegeographicallocationsforarefinedsearchlist

TheoptionofselectingCategoriesofyourparticularsearch(Inthecaseofgrocerystores,thecategorycouldeitherbebusinessandindustrialorshopping)andthesearchforitasimagesorvideosinYouTubecanalsobeexamined(Snapshot1.8).Youcanalsofilterdataforspecificperiod.

Snapshot1.8:SelectingthePeriod,CategoriesandSearchTypeAsyouapplyyourfilters,GoogleTrendsshowstheTrendingdataforyourkeywords.Itprovides“Interestovertime”,“RegionalInterest”and“RelatedSearches”

Interestovertimeshowsrelativesearchtrendsgraphforyourkeywords(AsshowninSnapshot1.9).Anadditionalfeatureistheavailabilityofthenewsheadlinesandforecastfeature.Thenewsheadlinesfeatureismarkedwithalphabetsandgivesyouaninsightforwhythesearchresultshavebeenhighorlowduringthatparticularperiodoftime.Theforecastfeatureprovidesyouwithhowthesearchtermwouldfarelaterthisyear.

Inordertoseethenewsheadlines,hoveryourmouseovertothepointwiththealphabetsandclickoverit.Theforecastisdisplayedthroughdottedlines.

Snapshot1.9:Thenewsheadlinesandtheforecast

RegionalInterestTheselectedgeographicallocationsdisplayadeeperviewonhowthesearchresultshaveperformedstatewise.AsshowninSnapshot1.10,“supermarket”keywordisverypopularinTamilNadu.IfyoulookatSnapshot1.11,“grocerystore”keywordisusedmoreinHaryana.TamilNaduhasarelativescoreof63whencomparedtoHaryanaforthiskeyword.Thistrendshowshowpeoplesearchindifferentstates.Youcanfurtherdrilldowntocitiesandtakealookatspecificplaces.

Snapshot1.10:RegionalInterestforthekeyword“supermarket”Vs

Snapshot1.11:RegionalInterestforthekeyword“grocerystore”

RelatedSearchesFromtheSnapshot1.12,wecouldseetheTrendingSearchQueriesrelatedto“supermarket”keyword.Snapshot1.13showstrendingqueriesfor“grocerystore”.YoucanalsochoosespecificTopicsofyourinterestandviewtrendingsearchqueries.IfyouchooseRisingtab,itshowsotherrisingqueriesforthekeywordsentered.

Snapshot1.12:RelatedSearchesforthekeyword“supermarket”

Snapshot1.13:RelatedSearchesforthekeyword“grocerystore”

GoogleTrendshelpsyoufindtrendingkeywordsorsearchqueriesinspecificregionorworldwide.Ithelpsyouinidentifyingwebsitecontentandkeywordstrategy.Youmaywanttochooseyourdomainnamebasedoncurrentkeywordtrendsforyourbusinessinyourlocality.Asyounoted,peopleindifferentregionusedifferentkeywordstolookforsamebusiness.

2CompetitorAnalysis

Asthenamesuggests,‘CompetitorAnalysis’isnothingbutanalysingyourcompetitor’swebsiteandtheinternetmarketingstrategiesfollowed.HowdoIfindmyCompetitor?

AnalyzethecurrentkeywordtrendsforyourbusinessusingGoogleTrends.Afterfindingthetopkeywordsbeingusedinyourlocalityforthebusinessyourun,typethekeywordorkeyphraseinGoogleSearch.AllthewebsitesdisplayedundertheOrganicSearchResultsaretobeconsideredyouronlinecompetitor.

Snapshot2.1:FindingtheCompetitor

Forexample,referSnapshot2.1:Asasupermarketowner,I

searchedfor“onlinesupermarket”inGoogleSearchtofindmycompetitorsinthissegment.Ishouldstartanalysingthewebsiteswww.chennaibasket.comandwww.chennaionlinegrocery.comlistedinthisOrganicSearchResults.

Youneedtolookatvariouscomponentsinyourcompetitor’swebsite.

Forexample,let’sopenthewebsitewww.chennaibasket.com(refSnapshot2.2)andhavealookatfollowingcomponents:

Snapshot2.2:ChennaiBasket.comwebsite

Takealookatthesecomponents:1.Websitecontentinallpages2.Keywordsused3.Homepagedesign4.Offers5.Banners6.MenuItems7.DeliveryOptions8.Logo9.Pictures10.Uniqueness11.SecurityFeatures

12.Convenience13.PhoneNumbers/InquiryForm/Chat(SupportOptionsavailable)14.Terms&Conditions15.ProductInformation(Lookatthedescriptionforproducts.Photosinvariousangles)16.Shoppingcartexperience(Addtocart,BuyNow,PaymentGateway,CashOnDelivery,CardonDelivery,easy2or3stepspurchaseexperience)17.Customernewsletterandsignupstrategy18.Giftvouchers19.Offersforfestivals20.ProductSearch21.SocialMediaandVideos(Howengaging?Whatcustomersspeak?)22.Reviews&Ratings23.FAQ24.Title,MetaDescription&ImageAltTagsforeverypageintheirwebsite(RefChapter5SEO)

CollectsuchpointsforallyourcompetitorwebsitesandputitinanExcel.Withallsuchpoints,identifybestapproachandflaws.Youshouldmakesureyouhaveresolvedallflawsinyourwebsiteandimplementbestapproach.Also,createyouruniquewebsitestrategiestodifferentiateyourwebsitefromcompetitors’.ProvidebetterUniqueSellingPointsandSupportoptions.

Also,analyzeyourcompetitors’presenceinotherplatforms:1.SocialMedialikeGoogle+,Facebook,Twitter,LinkedIn,…2.OnlineBusinessDirectories3.OnlineCommunities4.OnlineForums5.TheirPressReleases6.TheirBlogs7.YouTube

Tolearnmoreaboutaboveplatforms,pleasereferChapter5SEO,Chapter6YouTubeandChapter7SMOByanalysingyourcompetitors’strategyonsuchplatforms,youwillbeabletocreateabetterapproachtowardsyourbrandingexercise.

3WebsiteStrategy

YourWebsitebeingthekeyforyourDigitalMarketingSuccess,thestrategyfollowedmustbethoroughandcomplete.InordertobuildastrengthenedWebsite,thefollowingcorecomponentsareessential:

1.KnowyourcurrentTrendsinyourtargetlocationandformyourKeywordandContentstrategiesforyourWebsite.2.KnowyourCompetitor’sWebsiteAdvantagesandcomeupwithbettersolutionsinyourwebsite.3.YourWebsiteDomainNameisyourkeytosuccess.SochooseitafteryourKeywordAnalysis.IfyourDomainNamecontainscorekeyword,itisanaddedadvantageforyoutocomeupinGoogleSearchresults.3.ProvideenoughContent&Imagestobetterunderstandyourproductsandservices.4.YourUniqueSellingPointsshouldbehighlightedtomakeyourvisitorstay.ItcouldbeOffersPromotionforthemonthTechnicalSpecificationAvailabilityShippingGuarantee/WarrantySizesColours5.Everypageshouldneedtohaveanswerto“WhatNext?”.Itisalsocalledas“CallToAction”.Youshouldguideyourvisitor.Makesuretohighlightyourcalltoactioninyourwebsite.Somecalltoactions:EnquiryFormCallusNow(PhoneNumber)BuyNowAddToCartBookNowLearnMore6.EasyCheckout.Yourvisitorshouldbeabletocompletecheckoutinmax2or3steps.Forexamplegotowww.flipkart.comandseehoweasyitistopurchaseaproduct.Donotaskunnecessarydetailsduringcheckout.7.Asthereisnorepresentativetoexplainthetechnicaldetailsonline,yourTechnicalSpecificationsshouldneedtohavetocompletedescriptions.8.ImproveuserconfidenceSocialMediaPluginsReviewsandRatingsWebsiteSecurityFeaturePrivacyPolicyTerms&Conditions

Company’sBackgroundGoogleMapsIntegration9.ImproveEngagementAttractiveBannersLiveChatBlogsLayoutofyourwebsiteFontandBackgroundMenusInformativeordescriptiveVideosHomepagedesignandlogodesign10.Customer/VisitorRetentionstrategyEasySignupNewsletterSignupSignupanddownloadfreePDFoptionsRememberingtheuserchoicesandshowingrelevantproducts/services

Betteryourwebsite,largerandlongertheusersvisitit.Yourwebsiteservesasthebasetowhatyouhavetoofferandmakingitfarebettertothecustomersresultinastrongerfaith.Thisinresultgivesyouahighersalesopportunity.

HavingagreatwebsitedesignwithallabovecomponentsisakeyfactorforyourDigitalMarketingsuccess.Aspeopleenteryourwebsite,youshouldtryvariousexperimentstomakethemstayandachievewhatyouexpectthemtodoonyourwebsite.Itcouldbeanenquiryorasaleoraphonecall.

Pleaseunderstandthereisnoexecutivetohelponlinevisitors.It’sallaboutyourwebsitedesign,content,images,videosandothersupportresources.

Guideyourvisitorsandprovideenoughsupporttohelpthemfindwhattheyneed.Provideenoughinformationtoexplainaboutyourproductsandservices.Ifrequiredprovidelivechat/telephoneassistance.

Makeyourwebsiteaseasyandengagingaspossible.

Tips:Youneedtobuydomainnameandhostingserverforyourwebsite.YoumaydothisonyourownfromwebsiteslikeGodaddy.com,Zoho.in,Bigrock.in…MakesuretosearchforbestpackagesbeforeyouchooseyourDomainandHostingprovider.Comparetheirreviewespeciallysupportbeforechoosingthem.

Ifyouarenotcomfortablewithmanagingdomainandhostingforyourwebsite,Iwouldsuggestyoutohireanagency.Atthesametime,requestthemtobuyandmaintainyourdomainandhostingunderyourlogindetails.Ifthereisanissue,itwillbeeasytoretainyourdomainandhostingserver.

MobileResponsiveWebsite:ManyvisitorsareusingMobilestoviewyourwebsites.Ifyoudonothaveawebsiteversionformobileoramobileresponsivewebsite,youaregoingtoloseyourmobilevisitors.AnormalwebsiteisnotgoodforengagementofMobileVisitorsasscreensizediffers.YouneedtohaveproperversionscreatedforMobile.Therearetwowaysto

approach.EitheryoucancreateamobileversionofyourwebsiteoryoucanmakeyourwebsiteMobileResponsiveusingHTML5/CSS3.

IfyouareinIndiaandnothavingamobileresponsivedesign,youaregoingtomissalotofcustomers.

4GoogleMyBusiness

HereistheGoogleSearchresultforthesearchterm“YogaclassesinChennai”.ReferSnapshot4.1(C&D).CiscalledLocalBusinessResultsandDshowsMapresults.

Snapshot4.1:LocalBusinessResults(C)&Maps(D)TogetyourbusinesslistedinthelocalbusinessresultsofGoogleSearch,registeringyourbusinessinGoogleMyBusinessisnecessary.Whenauserlooksupforalocalbusinessbyindicatingaspecificlocationintheirsearchterms,GoogleprioritizesthelocalbusinessesregisteredinGoogleMyBusiness.

Ifyouaresellingaproductormaintainingabrandorperformingaservice,registeringyourbusinessinGoogleMyBusinessisavitalpart.CataloguingyourbusinesswithGoogleisbyfarthesimplestwaytogetintoGooglesearchresults.

Tomakeyourwebsitelistedinlocalizedsearchresults,youshouldaddyourbusinessin

GoogleMyBusiness.AddingaBusiness:Step1:Gotowww.google.co.in/business/andclickon“GetonGoogle”.LoginwithyourGmailIDandPassword.

Snapshot4.2SignUp

Step2:OnceyousignintoGoogleMyBusiness,apagesimilartotheonebelowappears.ClickontheGetyourPageButtontoproceed(Snapshot4.3).Note:Insomecases,youwon’tbeshownthispage,youcandirectlygotoStep3.

Snapshot4.3GetyourpageStep3:ChooseyourBusinessType(Snapshot4.4):“ShoporServiceorBrand”.ForShopandService,addressverificationisneeded.ForBrand,youwillreceiveonlyphoneverification.

Snapshot4.4ChooseBusinessType

Step4:Starttypingyourbusinessnameinthesearchbarandchoose“Letmeenterthefullbusinessdetails”.Inthiscase,IwantedtoaddourOrganisationIIMWA.IsearchedforIIMWA(Snapshot4.5).

Snapshot4.5SearchforyourNewBusiness

Step5:EnterNameofyourbusiness&address(Snapshot4.6).Addressfieldistricky.Attimes,yougeterrorsforyourStreetAddress(asshowninSnapshot4.7).TryvariouscombinationsforyourAddressfieldtolocateyourcorrectaddress.

Snapshot4.6BusinessDetails

Snapshot4.7:AddressError

YoumaywantkeeptryingbysplittinguptheAddressFieldbyAddinglinesusing“addline”link.

CategoryField:Starttyping&choosecloselymatchingcategoryforyourbusiness.Aftersuccessfullyenteringyouraddress,phonenumber&category,submityourinformation.

Step6:Authorizethatyoumanagethisbusinessandagreetoterms(Snapshot4.7).Clickon“Mailmemycode”toinitiatethePostalCardVerificationProcess(Snapshot4.8).Note:Pleasedonotdelaybyclickingon“ContinueandVerifyLater”linkinSnapshot4.8.Initiatetheverificationprocessrightawayusing“MailmemyCode”.

Snapshots4.7and4.8ConfirmandVerifyyourBusiness(PostalCardVerification)

Step7:Enteryournameandclickon“Sendpostcard”(Snapshot4.9).Apostalcardwillbedeliveredtothementionedaddresswithaverificationcode.PostalCardshouldarrivein1to2weeks.MakesuretocollectthepostalcardandentertheVerificationCodewithin30Days.

Snapshots4.9&4.10InitiatethePostalCardVerificationprocess

Step8:ClickonContinuein“PostcardSent”screen(Snapshot4.10).IttakesyoutoyourGoogleMyBusinesspageforyourbusiness(Snapshot4.11).Clickon“Entercode”toenterverificationcode.ContinuewithStep9.

Snapshot4.11EnterCodeStep9:IfyouhavereceivedyourPostalCard,entertheverificationcodeandSubmit.YourbusinesswillbelistedasVerifiedBusiness.

Snapshot4.12SubmityourVerificationCodeNote:IfyouareyettoreceiveyourPostalCard,waitfor1to2weeks.YoumaycomebacktothisstepanytimebyClickingon“EnterCode”(referStep8above).Proceedwithothersteps.

AddingDetailedBusinessInformation:Logintowww.google.co.in/business/andclickon“SignIn”.UseyourGmailIDandPasswordtologin.ClickonManageYourPage.ItopensupyourGoogleMyBusinessPage(Snapshot4.12).

Snapshot4.12GoogleMyBusinessPageClickon“Edit”(Snapshot4.12)toaddmoreinformationaboutyourBusiness.

Snapshot4.13ContactInfo,Category,HoursContactInfo(Snapshot4.13):ClickonEditandAddPhoneNumber,WebsiteandEmailCategory:AddspecificcategoriesHours:AddHoursofoperationMaps&SearchPhotos:AddphotosandcertificatesIntroduction:Adddetailedintroductionaboutyourbusiness.Makesuretomentionyourcorebusinesskeywords.

Oncedonewithyourbasicdetails,it’stimetoengageyourvisitors&customersthroughthisGoogleMyBusinessPage.

EngageyourvisitorsandcustomersLogintoyourGoogleMyBusinessPageherewww.google.co.in/business/andclickonManagePage.

Ifyouscrolldown,youwillseethis“g+Share”(Snapshot4.14)section.YouwillbeabletopostTextUpdates,Photos,WebsiteLinks,BusinessVideosandEvents.

Snapshot4.14g+Share

Startsharingnewupdates,videosandeventsthroughthispage.Considerthisasyourminiwebsiteandbeveryactiveinpostingnewupdatesaboutyourbusiness.Makeitapracticetopostatleastonebusinessupdateeveryweek.

IfyoufurtherscrolldownonyourMyBusinesspage,youwillseeReviews(Snapshot4.15)

Snapshot4.15Reviews

Reviewsarethekeyforyourbusinesssuccess.Encourageyourcustomerstoleaveareviewonyourpage.Asyougetmorereviews,yourbusinessinformationwillbedisplayedwithstarratingswhichattractusers’attention.

HowdoIaskmycustomerstoleaveareview?SendanemailtoyourcustomersaskingfortheirexperienceandratingforyourbusinessbyprovidingyourGoogleMyBusinessPageURL.WhatismyGoogleMyBusinessPageURL?TogetyourURL,followthesesteps:

PlaceyourcursorintheTopLeftCornerofyourMyBusinessPage(asshowninSnapshot4.16).ItopensuptheMainMenu.Clickon“Google+Page”.CopytheURLandsendittoyourCustomers.Ex.

AskthemtoopentheURLandClickon“Reviews”Tabtoleaveareviewaboutyourbusiness.Snapshot4.16MainMenuGetCustomGoogleMyBusinessPageURLUsuallytheURLforGoogleMyBusinessPagewillbelengthy.Ex.

TohaveameaningfulandshortURL,GoogleprovidesCustomURLforyourMyBusinessPage(ifyouareeligible).ToacquirecustomURL,gotoyourGoogleMyBusinessPage,openyourGoogle+PagefromMainMenuandClickon“About”Tab.Ifyouscrolldown,youwillsee“GetyourcustomURL”section.ClickonGetURLandfollowthephoneverificationprocesstoacquireyourcustomURL.

Forexample,youcanaccessLocSea’sMyBusinesspageusingwww.google.com/+LocSea.ItisveryeasytorememberCustomURL.Soacquireoneforyourbusiness.

GoogleSearchResultPageforyourbusiness:IfyoutypeyourbusinessnameinGoogleSearch,itshowsyourBusinessAddressfromMyBusinessandalsoMapsLocation(Snapshot4.17).ThisispossibleonlyifyouaddyourbusinessinGoogleMyBusiness.

Snapshot4.17GoogleMyBusiness(SearchPagewithBusinessAddress&Maps)AddingMultipleBusinessLocationsDoyouhavemultiplebranches?Ifmorethanonebusinessplacestobeaddedforyourbusiness,thefollowingwoulddothetrick.GotoGoogleMyBusinesshomepage:www.google.co.in/business/andSignin.Clickon“ManageMultipleLocations?UseGoogleMyBusinessLocations”linkandstartaddingmultiplelocations.

5SearchEngineOptimization(SEO)

Whatisasearchengine?GoogleisaSearchEngine. BingisaSearchEngine.Yahooisasearchengine.SearchEngineisawebsitethatprovidessearchresultsrelatedtoyourqueries.GoogleSearchEngineusesitsownSearchAlgorithmsorprogramstocomeupwithrelevantsearchresults.Googlesendsaprogramcalledgooglebottocrawl(Read)everywebsite.Itreadsyourwebsitecontentandstores(indexes)itinGoogle’sdatabases.WhensomeoneentersasearchqueryinGoogleSearch,Googleexecutesthealgorithmstoevaluateindexedcontentfromthedatabaseanddecidesontherelevantsearchresultstobedisplayedtotheuser.Algorithmsarenothingbutfunctionsorprogramsinotherwords.

TherearevarioussearchalgorithmsdevelopedbyGoogle.Iwillexplainaboutfewkeyalgorithmsinbrief.

Panda:Pandaalgorithmisusedtoevaluatethewebsitecontentandmakeadecisiononsiteswithpoorqualitycontent.IthelpsGooglerankwebsiteswithhighqualitycontenthigherinsearchresults.GoogleupdatesthisPandaAlgorithmtimetotime.

Penguin:HavinggenuinereferrallinkstoyourwebsitefromgoodqualitywebsitesisthekeyforsuccessforyourSearchEngineOptimizationstrategy.ThesereferrallinkstoyourwebsiteisalsocalledasBackLinks.PeopledoacquirefalsebacklinksbywayofdoinglinkexchangeorbyacquiringlinksformoneytopushtheirwebsiteinSearchEngineResultsPage(SERP).Penguinalgorithmisusedtoevaluatesuchactivitiesandfindsuchwebsiteswithfalsebacklinks.ThishelpsGoogleprovidequalitysearchresults.

Hummingbird:HummingbirdalgorithmprovidesConversationalSearchresults.Forexample,askthesequestionstoGoogle.

Snapshot5.1Hummingbird

Snapshot5.2HummingbirdHummingbirdalgorithmcanunderstandandprovidetheanswerstoyou(Inadditiontothesearchresults).That’sthepowerofhummingbird.

Pigeon:PigeonAlgorithmisusedtoproviderelevantandaccurateLocalBusinessSearchResults.Forexample,hereisthesearchresultpagefor“paediatricianinannanagar”(Snapshot5.3):

Snapshot5.3Pigeon

SEOOn-PageandOff-Page

Onlinepresenceisnotaonestopact.BeingveryactiveinthisInternetWorldishighlynecessaryinordertomaintainconsistency.Havingjustawebsiteisnotgoingtobringyoutraffic.Promotingitconstantlyalonebringsyourwebsitefurtherupinthesearchresults.Henceoptimizingyourwebsiteinordertoachieveatopslotinthesearchresultsisnecessaryforyourbusinesstofarebetter.

WeclassifySEOactivitiesintotwo

On-Page(Tuningyourwebsite)Off-Page(Activitiesyoudooutsideyourwebsite)

On-PageOnpageoptimizationistheprocessinwhichyoutuneyourwebsitetoimprovetheuserexperienceandsiteperformance.Forexample:ItisimportanttohaveabetterTitleandMetaDescriptiontohaveameaningfulwebsitedescriptioninGoogleSearch.ItisimportanttoreducetheFlashandScriptissuestoimprovetheperformance.ItisimportanttofollowW3CStandardsinordertoreducethecodingerrors.

Off-PageCreatinganawarenessofyourbrandishowpeoplecometoknowaboutyourwebsite.Itisimportantthatpeoplehearoutyourbusinessandthepositivesyouhavetooffer.Forexample:Youmayformonlinecommunitiesandforumstocontribute.Youmaywanttoregisterinlocalbusinessdirectories.Youmaywanttocontributebywritingarticlesaboutyourbusinessonvariousothersitesandeducatetheoneswhoarenewtothefield.Asyoucontributethroughvariousmeans,yourbusinesswillreachawideraudienceandwhenthecontributionsarewellperformedaviralsensationaboutyourbusinessisachieved.ThisisanaddedadvantageforyourwebsiterankinginGoogle.

5.1On-PageAnalyzeFlipkartOn-PageActivitiesstIsearchedfor“buysamsunggalaxys5”inGoogleSearchandFlipkart.comshowedupin1positioninOrganicSearchResults(Snapshot5.1.1).TakealookatFlipkart’sdescriptionfromthesearchresultbelow:

“SamsungGalaxyS5PriceinIndia–BuySamsung…-Flipkart”“BuySamsungGalaxyS5forRs.31999Online,AlsogetSamsungGalaxyS5Specs&Features.OnlyGenuineProducts.30DayReplacementGuarantee”

GoogleusuallyfetchesthisinformationfromTitleandMetaDescriptiontagsfromthewebpageanddisplaysitinsearchresults.Itisimportanttomentionyouruniquesellingpoints,brand,calltoactionandcorekeywordsinTitleandMetaDescription.Itshouldbeuniqueandattractiveforeverywebpagetogettheuserattention.Thisisoneofthekeyon-pageactivitiesyoushouldfollow.Let’sanalyzeFlipkart’son-pagefurtherbyopeningthisspecificpage.Youmaywanttotakeanoteandtrytofollowbestpractice.

Snapshot5.1.1

Snapshot5.1.2SamsungGalaxyS5webpageinFlipkart

WeareinSamsungGalaxyS5webpageinFlipkart(Snapshot5.1.2).Let’stakeacloserlookattheiron-pagestrategythathelpsthemrankhigherforthekeywordssearchedbyme(buysamsunggalaxys5)andalsohowtheyengagetheirvisitors.

Wearegoingtolookandobservefewthings:1.TheKeywordPresence:“buysamsunggalaxys5”2.Engagingcomponentstomakevisitorstayonthispageandtakesomeaction.3.TagsAnalysisfromthepage’sHTMLSource

URL:URLcontainsthisspecifickeyword“samsung-galaxy-s5”.YourURLshouldbeuserfriendlyandsearchenginefriendly.UsemeaningfulURL.NameyourfolderandfilesbasedonyourProduct/Service.Structureyourfolderswithpropercategorynames.

BreadCrumpshasthiskeyword“samsung-galaxy-s5”.IfyourwebsitedonothaveBreadCrumps,askyourwebdevelopertoimplementit.

PageHeaderhasthiskeyword“samsung-galaxy-s5”.Youneedtomakesureyourcore

keywordforthepageshouldbeinheader.

Images

SamsungGalaxyS5ImagesinvariousanglesforUserEngagement.Ithelpsuserstayonthispage.Note:YouwilllearnhowtheseimageshelpinSEOOn-pagewhenwegotoHTMLTagssectionbelow.

ReviewsandRatings:BuildsTrustandUserEngagement.

AddtoCOMPARE:Userengagement

Crosssellingproducts:Forengagementandtosellrelatedproducts.ThisalsohelpsinInternalLinkingofotherwebpages.Itisagoodpracticetolinkawebpagewithoneor

moreotherwebpagesinyourwebsite.Ithelpsinpassingthevalue(linkjuice)ofyourwebpageandimprovesyourSEOon-page.

CalltoAction:“AddToCart”and“BuyNow”buttonstohelpuserdecidewhatnext?

Ithelpsusertakeimmediateaction.

UniqueSellingPoints:“Cashondelivery”,“30dayreplacementguarantee”,etc.Helpsthemmakeadecision.

Combos:CrossSellingotherproductslikeaccessories.NotedowntheKeywordusage“RecommendedcombosforSamsungGalaxyS5”.

Otherrelatedproductslisting:IthelpsininternallinkingandCrossselling

ContentStrategy:Lookatthekeywordpresencein“KeyFeaturesofSamsungGalaxyS5”andtheysupportthisheaderwithrelevantcontentdescriptionasmentionedinthissnapshot.

Similarstrategyisfollowedfor“SpecificationsofSamsungGalaxyS5”.

TrytoprovideenoughcontentdescriptionforyourProductsandServices.Italsohelpsyouinincreasingthementioningofyourcorekeywords.

Contentisthemainkeyforyouron-pageactivity.

Reviews&Ratings:Aspeoplestartreviewingyourproductsandservices,ithelpsincontentstrategyastheysharetheirexperienceabouttheproductorservice.Italsohelpsinengagingandtrustbuilding.

Tip:AskyourwebdevelopertoimplementRichSnippetsforyourReviewRatingprogram.GoogleunderstandsRichSnippetsanditimprovesthechancesofshowingyourratingsinGoogleSearchResults.

“Recommendationsbasedonyourbrowsinghistory”sectionhelpsFlipkartinuserengagementbyshowingitemsbasedonthepagesviewed.ItalsohelpstheminRe-TargetingorRe-Marketingtheirproductsorservices.

Footer:

Footerpageistheplacewhereyoucanhaveinternallinkstokeywebpagesinyourwebsite.NotesomekeylinksinFlipkart:Privacy,Terms,Cancellation,FAQ,Payments,etc.Itbuildstrustinyoursystem.

Youmayevenmentionaboutyourcertificates,associationsandanyotherkeyinformationtobuildtrust.

Trustisthemainfactorthatyouneedtobuildtomakeuserperformexpectedactioninyourwebsite.Mostoftheonlinebusinessesfailbecausetheyfailinbuildingtrust.Ittakestimetobuildtrustforanewonlinebusiness.Thinkdifferenthere.

HTMLTags:Let’stakealookatHTMLtagsforthisFlipkartpageandtheirSEOOn-Pageactivities.ToviewHTMLTags,youneedtoopenthePageSource.Rightclickonthepageandclickon“ViewPageSource”ifyouareusingChromeBrowseror“ViewSource”inInternetExplorer.

ItopensuptheHTMLSourceforthissamsunggalaxys5pageinFlipkart.Let’sanalysekeySEOOn-PageTags:

TitleTag:<title>tagdefinesthepagetitle.Usuallythisfieldisleftunnoticedoritisfilledupwithsomejunkcontentsorjustthewebsitenameorsametitleforallwebpagesinyourwebsite.Youshouldnotdothat.ThisfieldisakeyforyourSEOactivityandanySearchEngineslikeGooglereadsthisfieldwhenitcrawlsandindexesyourwebpage.GoogleusuallyshowsyourtitleinSearchResults.TitleTagshouldbeuniqueforeverywebpageinyourwebsite.Let’scheckwhat’sthereinsamsunggalaxys5pageinflipkart.

Theyhavetheircorekeywordforthispage“Samsunggalaxys5”mentionedintheirtitletagandalsotheirbrandnameFlipkart.com.Makesuretomentionyourcorekeywordortopicdiscussedinthatspecificwebpageinyourtitletag.TrytorestrictthelengthoftheTitlefieldtoaround65to70characters.IfyouhavealongtextinTitleField,itwillbetruncatedwhenGoogleshowsitinSearchResultsPage.

WhomshouldIinformtochangemyTitletagsforallwebpagesinmywebsite?Goodquestion.Ifyouknowwebdevelopment,youmaydoitonyourown.Oraskyourwebdeveloper.IfyourwebsiteportalisbuiltusingfamousapplicationslikeMagentoorPrestaShoporOpenCartorWordpress,youwillgetSEOPluginsforyourportal.YoucanusethosepluginstoenteryourTitleTagsforeverywebpage.

MetaDescriptionTag:OnemorekeyfieldalwaysleftunnoticedisMetaDescription.Thisfieldshouldbefilledwithsummaryofyourwebpagecontent.Thisfieldshouldbeuniqueforeverywebpage.Trytorestrictthelengthofthisfieldwithin155to170characters.Googleusuallyshows

thisfieldinSearchResultsPage.Let’stakealookatFlipkart’smetadescription

Theyhavecompletesummarymentionedhere.Ithasgotthekeyword,price,uniquesellingpointsandcalltoaction.

HereistheGoogleSearchResultswithFlipkart’sTitleandMetadescriptionforSamsunggalaxys5page.YoushoulduseTitleandMetaDescriptionfieldsasagoodmarketingmaterialtoattracttheuserattention.Spendsometimeandeffortincreatingyourtitleandmetadescriptionforallyourwebpages.

ImageAltandSourceTags:Hereisoneofthesamsunggalaxys5imagealtandsrctagsfromtheFlipkartpage.Alt:Itiscalledalternativetextfortheimage.Youneedtodescribetheimage.Hereinthiscase“SamsungGalaxyS5(ElectricBlue)”Src:ImageSource.Itcontainsimagelocationandthefilename.Theimagefilenameshouldbeameaningfulname.Hereinthiscasethefilenameis“samsung-galaxy-s5-sm-…jpeg”

IthelpsSearchEnginesunderstandthedescriptionofyourimage.

HeaderTags:Thereare6headertags:H1toH6.Headersareusedtohighlightthepageorsectiontitle.AswearediscussingaboutSamsungGalaxyS5,itisimportanttohavethiskeywordhighlightedwithH1.ItisalsoaimportantcomponentforSearchEngineslikeGoogle.Trytouseheadersinyourwebpagetohighlightpageandsectiontitles.

Tips:CreateProductorServicespecificwebpagesinyourwebsite.Foreveryproductorservice,haveawebpageanddescribeaboutit.Yourkeywordandcontentstrategyareveryimportantforeverywebpageyoucreate.Insteadofcreatingwebpagestargetinggenerickeywords,identifynichekeywordsorlongtailkeywordsoracronymandformyourcontentstrategyforyourwebpage.Forexample,apersonwhodoesnothaveanyideaaboutInverterwouldsearchforgenerickeywordslikeUPS,Inverter,etc.Don’ttargetthem.Apersonwhoisabouttobuy850VASineWaveinverterfromAPCwouldbesearchingfor“bestpriceforAPC850VASineWaveInverter”or“APC850inverterprice”.Whenyoutargetthesepeopleanddesignyourwebpages,youwillhavelesscompetitionandalsoyougetmoresales.

Donotincludeallproductsandservicesinasinglewebpage.Yourvisitormaynotlikethat.Italsoconfusesyourvisitors.

Robots.txtrobots.txtistextfilepresentinyourwebsite.Youshouldcreateitandhaveyourweb

developerplacethatinrootfolderofyourwebsite.robots.txtfileprovidesinstructiontosearchenginesaboutthecontentthatshouldnotbecrawled.

Forex.Let’sopenwww.locsea.com/robots.txt

“User-agent:*”-indicatesthatthisinstructionisforallsearchengineslikeGoogle,BingandYahoo.SearchEnginesusuallysendaprogramcalledCrawlerstoreadyourwebsite.Googlesendsacrawlercalledgooglebot.Asyouhavementioned“User-agent:*”,itmeansthisinstructionisforallSearchEngineCrawlers.Youcanevenwriteinstructionforspecificcrawlers.Forexample,youcansay“User-agent:googlebot”.AllSearchEnginesreadrobots.txtandobeytheinstructionprovided.

Therearefewmoreinstructionsprovidedbymeinmyrobots.txt.Ihaveinstructedsearchenginestonottocrawlmy“/writers/”and“/proposal/”directoriesasIhaveconfidentialinformation.Idonotwantthisinformationavailabletopublicthroughsearchengines.Use“Disallow:{/foldername/..}”commandtoblockit.

SitemapAsabestSEOon-pagepractice,awebsiteshouldneedtohaveafilecalledsitemap.xml.ThisfilehelpsSearchEngineslikeGoogletocrawlyourwebsitebetter.Whatdoesithave?Let’stakealookatwww.locsea.com/sitemap.xmlThissitemap.xmlfilehasallyourwebpageURLsmentionedalongwithchangefrequency.IthelpsGoogleidentifyandcrawlyourURLs.

Youshouldgeneratethisfileforyourwebsiteandplaceitinyourwebsite’srootfolder.Togeneratethisfile,youshouldgotohttps://www.xml-sitemaps.com/andenteryourwebsitedomainname.Setthechangefrequencytohourlyordailyorweeklyormonthlyasperyourrequirement.Clickonstarttogeneratesitemap.xmlfileforyourwebsite.Downloadthisfileandplaceitinyourwebsiterootfolder.

YoushouldinformGoogleaboutyoursitemap.xmllocationtomakeGoogleCrawlit.Todoso,youhavetouseGoogleWebmastersTools(ReferChapter11).

W3CValidationItisimportanttofollowW3C(WorldWideWebConsortium)standardsforyourwebsite.YoushouldcheckforHTML,XHTMLandCSSrelatederrorsinyourwebsiteandresolveit.Todoso,gotohttp://validator.w3.organdvalidateallyourwebpagesincludingyourdomainhomepage.EverywebpageinyourwebsiteshouldbevalidatedinordertomakeyoursiteW3CValidated.Thestepstobefollowedtovalidateyourpagesareasfollows:Gotohttp://validator.w3.org/

EnterURLofyourwebpageandclickonCheck.Itshowsuperrorsinyourwebpage.Sendthoseerrorstoyourwebdevelopertofixit.Pleasenoteyoushoulddothisforallwebpagesincludingyourdomainhomepage.

PageSpeedInsightsPageSpeedInsightsisatoolavailablefromGoogletoimprovethewebpagespeedperformance.Gotohttps://developers.google.com/speed/pagespeed/insights/page.

TypeinyourwebpageURLtobechecked,andclicktheANALYZEbutton

TogglebetweenthetabsMOBILEandDESKTOPInsights,andseethroughthesuggestionsgivenandoptimizethepagesaccordingtothesuggestionsprovidedtoimprovethepagespeedperformanceofyourwebsite.Youshoulddothisforeverywebpageinyourwebsite.

Improvingyourpagespeedhelpsinloadingthewebpagefasterandhenceyourvisitorswillbeimpressed.Thiswillimproveyourvisitorengagementandstayonyourwebpageforlongtimebrowsingyourwebpages.ImprovingthepageloadingtimealsohelpsinyourSEOon-pageasGooglelooksatitasoneofthefactors.

CanonicalizationItisimportanttosetpreferreduniqueURLtoreachyourhomepage.Forexample,LocSea’shomepagecanbeaccessedusingvariousURLsasmentionedbelow:

http://www.locsea.comhttp://www.locsea.com/index.phphttp://locsea.comhttp://locsea.com/index.php

Whatdoesitmean?4differentURLstoaccessLocSea’shomepage.Itsplitsupthevalueofyourhomepage.

YoushoulddecideonapreferredhomepageURL(sayhttp://www.locsea.com)andaskyourwebdevelopertocreate301re-directentriesin.htaccessfiletopointother3URLstohttp://www.locsea.com.Ifyoudothis,youwillhaveoneURLtoaccessyourhomepageandithelpsinyourSEOon-pagebyimprovingthevalueofthispage.

Trytypinghttp://locsea.com/index.phpandseewhathappens.Itwilltakeyoutohttp://www.locsea.com.

Customized404PageDesignYoushouldcreateCustomized404PageDesigntoguideyourvisitors.AssumeyouhaveawebpageURL“www.locsea.com/googleadwordstraining”butyourvisitorentereditwithaspellingmistakelike“www.locsea.com/googleadwordstraninig”.Ifyoudonothaveacustomized404Page,itshows“404PageNotFound”errorinyourbrowser.ThevisitormayeithergotoGoogletosearchforthispageorgotosomeotherwebsite.Instead,toretainthisuserandimproveengagement,youneedtohaveyourwebdeveloperredirectsuchvisitorstocustomized404Page(ReferSnapshot8.1.3).Youmayprovidecontentlikethis“ThispagehasbeenmovedoryouareusingoldURL.Youmaybelookingforoneoftheselinksbelow”andprovideimportantlinkstogothroughorprovideoptionstosearchyourwebsite.Ithelpsyourvisitorstayonyourwebsiteandlookforotheroptions.Nevershow“404PageNotFound”errorpagetoyourvisitors.

Snapshot5.1.3Customized404Page

TipsLearnaboutMobileSitemapandImageSitemapwhenyouhavetime.SubmittingMobileSitemaphelpsyourwebsitelistedinGoogleMobileSearch.

YourwebpagesarethekeyforyourSEOsuccess.Identifynichekeywords(longphrase,abbreviations)foryourbusinessanddesignyourwebpageswithfollowingpoints:URLwithnichekeywordsHeaderwithnichekeywordsYourcontentdescribingnichekeywordsImagessupportingnichekeywordsIfyoudesignwebpagestargetingnichekeywords,thechancesareveryhighforsuchwebpagestorankhigherinGoogleSearch.Usuallypeopletargetgenerickeywordswherecompetitionisveryhigh.Theyalwaysmisstheotherpart.

OnPageDon’tsCreateyourwebpagesprimarilyforusersandnotforsearchengines.Donotcopyandpasteotherscontentinyourwebpage.DonotusecopyrightcontentfromothersDonotuseimagesownedbyothersDonotcreatewebpageswithhiddentextorlinks

DonotcreatewebpageswithSpellingandGrammaticalerrors

5.2.Off-Page

WhileOn-PageSEOmainlyconcentratedonthetuningrequirementsofawebsite,Off-Pagefocusesoncreatinganawarenessofyourproduct,brandorservice.Thesignificanceofthisfragmentinbuildingupastrongreputationofyourbusinessisvivacious.Contributingandshowcasingyourbusinessbringsinalargertraffictoyourwebsite.Thisinturnupgradesyourwebsite’srankinthesearchresults.FactorsthatdemonstrateastrongOff-Pagepresenceisasfollows:

Backlinksandanalysis:Backlinks:Linksfromotherwebsitesthatdirectsuserstoyourdomainaretermedasbacklinks.Alsocalledasinboundlinks,thepartplayedbythisisimmensewhenconsideredintermsofSearchEngineOptimization.Sincethequantityandqualityofthebacklinksawebsitehas,playsasignificantroleindeterminingtherankingfactorofthatparticularwebsite,theyarecreditedhighly.

ItwillbegoodtohavequalitybacklinksfromqualitywebsiteswhichplaysaroleintherankingofawebsiteinGoogleSearch.

ItisimportanttobeactiveinthisInternetworldbycontributing,discussing,interacting,sharingandappreciating[especiallyinyourdomain].Thishelpsyoucreatemorebrandinganditindirectlycreatesonlinereferralsin-termsofbacklinks.WhichinturnhelpyourwebsiterankhigherinGoogleSearch.

Backlinksareoftwotypes:a)No-FollowBacklinks:b)Do-FollowBacklinks:

No-FollowBacklinks:NotallbacklinksareconsideredbyGoogle.Theselinksdoesbringintraffictoyourwebsite.Example:<ahref=http://www.example1.comrel=“nofollow”>Locsea</a>Fromtheabovecodethehyperlinkwitharel=”nofollow”attributeclearlymentionsthatthelinkfallsunderthe‘No-Follow’category.*LinksyouplaceinTwitterareNo-FollowBacklinks.Do-FollowBacklinks:Do-FollowbacklinksaretheexactoppositeofNo-Followbacklinks.TheselinksnotjustbringsintrafficbutalsohelpsinrankingawebsiteinGoogleSearch.ThoughtheseareconsideredworthyintermsofSEO,thequalitiesoftheselinksvary.ThequalityofthebacklinkismeasuredintermsofthePageRankitcomesfrom.Betterthepagerank,betterthequalityofbacklinkoriginatingfromit.Example:<ahref=http://www.Locsea.comrel=“external”>LocSea</a>Intheaboveexampletheattributerel=”external”istheindicationdenotingthatthehyperlinkisadofollowbacklink.

Note:Evenifrelattributeisnotfoundinthelink,GoogleconsidersitasaDo-followlink.

BacklinkAnalysis:Analysingthebacklinksobtainedforyourwebsitethroughcertainsoftwareandtoolsistermedasbacklinkanalysis.Backlinksofotherwebsites,preferablyyourcompetitor’stoo

canbechecked.Thismethodispracticedinordertogetthequalityandcountofbacklinksobtained,andtostrategizeahealthycampaigntoobtainfruitfulresults.GoogleWebmasterToolsactsasanefficienttoolinanalysingthebacklinksofawebsite.Webanalyticseo.comisanotherexampleofanonlinetoolthatperformsabacklinkanalysis.MOZ.comhasaprotoolforbacklinkanalysis.

PressReleaseSubmissionsAnyeventwithinthecompanythatisworthagrandannouncementcanbepublishedasanOnlinePressRelease.Eventssuchasaproduct’slaunchoranachievementinitsfieldqualifytoservethispurpose.Factsthatcouldbeverifiedalonestandtobeaparticipant.Thisgivesyourbusinessaboostandincreasestraffictoyourwebsitewhenpublished.Itnotjustsuppliesyouwithanefficientbacklinkbutalsoservesasacontentwhichcouldreachalargeraudience.

WebsiteSuggestions:prlog.com,prweb.com,siliconindia.com

BlogSubmission:MaintainingablogeitherwithinthewebsiteorthroughvariousotherbloggingwebsitessuchasBlogger.comandWordpress.orgisanadditionaladvantage.Sinceblogger.comisaGoogleownedsubsidiary,preferringthiswouldbeabetteroptionwhencomparedtootherbloggingsites.Educatingyourcustomersaboutanyupdateswouldkeeptheaudienceintact.Thismethodalsoassistsasaplatformtointeractwithcustomersandheartheirfeedback.Hence,improvementsbasedonanycomplaintsreceivedcouldberectified.Customersarethereasonwhyyourbusinessruns.So,respondingtotheirviewswouldbuildtrustwithinthem.

BlogSuggestions:blogger.com,wordpress.org

ArticleSubmissions:Unlikeblogsubmissions,articlesubmissionsarepublishedinathirdpartywebsite.Writingrelevantarticlesandsubmittingthemtowebsitesthatcarryalotoftrafficcouldimprovisetheaddresseessignificantly.Keepinginmindthatthearticlewrittenshouldnotbesubmittedinmultiplesites,anadditionalpointtobenotedisthatthearticleshouldbecreativeandinteractive,sinceithasthepotentialofbringinginalotofvisitors.

WebsiteSuggestions:ehow.com,hubpages.com

Directorysubmission:Submittingyourwebsiteononlinedirectoriesthatarerenownedinyourlocalonlinedirectorylistisoneofthechiefmethodstocreateanonlinepresence.Sincedirectoriesareoftensearchedforbusinessrelatedqueriesbytheusers,registeringwithonlinedirectoriesexpandsthepresenceofyourbusiness.Inadditiontoit,thebacklinkobtainedfromsuchsitesareoftenconsideredprecioussincethePageRankofnotoriousdirectoriesareoftenhigh.Hencethebacklinkobtainedisofgreaterquality.

WebsiteSuggestions:dmoz.org,abc-directory.com

ForumPosting:Consideringthatyouarewellversedwithyourbusiness,helpingtheonesinneedcouldactuallyimprovethecustomer–companyrelationship.Internetisfilledwithforumswherepeoplediscuss,criticizeandargueaboutvariousthings.Beinganexpertinyour

field,advisingandansweringtoquestionsrelatedtoyourfieldusingyourbusiness’snamecouldattractmanynewcustomersandsincethethreadsaresavedforfuturepurposes,yourcommentsremainasaguidetonewcomers.Sincetheaudiencebeingtargetedhereareofthesamefield,conversionsthroughyourwebsitecanbeexpectedwhenthismethodisperformedefficiently.

WebsiteSuggestions:myspace.com,forums.cnet.comOnlineforumsareusuallybasedonasinglefield.Signintotheforumsthatrepresentyourbusinesstype.

Community:Creatingcommunitiesonvarioussocialmediaplatformscanenhancetheengagementofyourcustomersandcouldalsoproficientlyincreasethecountofnewcustomers.Google+beingoneofthesubsidiariesofGoogle,theweightageitcarrieswhenacommunitybasedonyourproductiscreatedinitisofampleimportance.Creatingacommunityaloneisn’tsufficient;aconstantengagementinthisalonewouldhelpbuildyourbusiness.Communitieswithbetterinteractiontendtoriseatagreatpace.Hence,hearingouttoeverycommunitymemberandappealingtotheirdoubtsandnecessitiesshouldbedoneregularly.Agreateradvantageisthatthearticlesandblogspublishedbyyoucouldgetalargeaudiencewhenshowcasedinyourcommunity.

CommunitySuggestions:Google+Communities,LinkedInCommunities,FacebookCommunities

ClassifiedSubmissions:Theremaybehandfulofwaystosubmityoursiteonline,buttheclassicalandastillgoodandgoingwaytosubmityoursiteistotryclassifiedssubmission.Submittingclassifiedsmaybeatraditionalwaytobuildyourbusinessbut,itisstillagreatideatodoso,becauseclassifiedsarenotonlydoneonprintbutalsooffprinti.e.,overtheinternetthroughmanyoftheonlineclassifiedsubmissionsitesthatareavailableforfreeaswellasonpaymentbasis.Classifiedsubmissionsstillstandasadominantmethodwhenadvertisingaproductonline.

WebsiteSuggestions:olx.in,quickr.com

PPTSharing:Powerpointpresentationsareagraphicalwayofapproachingtheaudience.Expressingyourbusinessthroughapicturedformatandthroughtextisaneffectivewaytomakethetargetaudienceunderstandthebusiness.Infactthismethodiseffectiveaswellasafavouredsetupbymanyacrosstheinternet.Sharingthesefilesovertheinternetthroughvariouspresentationsitessuchasslideshare.comandauthorstream.comisamethodthatcouldeffectivelymakeyouraudienceunderstandsthebusiness.Thesepresentationscouldeitherbeaboutthemakingoftheproduct,whatyourservicesisaboutortheriseofyourbrand.

WebsiteSuggestions:slideshare.com,authorstream.com

Socialbookmarking:SocialBookmarkingisanonlineservicewhichplaysverypowerfulrolethatcancontributepositivelytobookmarkandsharethecontentsthroughsocialcirclewhicheventuallycapitalizesthetraffic.ThepracticeofSocialBookmarkingisphenomenalin

SearchEngineOptimization(SEO)whencombinedwithotherlinkbuildingstrategieswhichwilleventuallycontributetohighvisibilityandtranslatetohighertrafficvolumesandperhaps,higherconversionrateforthewebsite.Nowadays,sitesarespecificallydesignedandmarketedtotargetedusersinspecificstoindustry.Keywordpositioning,taggingortargetingnichebookmarkingsitesandcategorywouldhelpgainqualifiedvisitors.

Someofthesocialbookmarkingsitesareasfollows:Deliciouswww.delicious.comDiggwww.digg.comDiigowww.diigo.comGoogleBookmarkswww.google.com/bookmarksPearltrees–www.pearltrees.comPinterest–www.pinterest.comReddit–www.reddit.comStumbleupon–www.stumbleupon.com.

Off-PageDon’tsDonotbuyfalsebacklinksfromotherstoimproveyoursearchranking.Donotdolinkexchange.Donotdoanyunethicalactivitiestargetingtoimprovesearchranking

TipsWhatisAnchorText?AnchorTextisakeywordorphrasethatlinkstospecificwebpage.Forexample,inbelowsentence,theAnchorTextis“GoogleAdWordsBlogPage”.

“FormoredetailsonGoogleAdWordsOptimization,visitGoogleAdWordsBlogPageinLocSea.”

IfyouclickonthisAnchorText,ittakesyoutothelinkhttp://www.locsea.com/googleadwordsblog/.Thisspecificphraseishyperlinkedwiththislink.ItisimportanttohaveameaningfulAnchorText.Donotcreate“ClickHere”asanAnchorText.AnchorTextisthekeyforyourSEOlinkbuildingexercise.SearchenginesgivemoreattentiontoAnchorTexttodecideonyourwebsiteranking.

Ifyouhaveanimagewithahyperlinktoanotherwebpage,howdoyouprovideanchortext?AltTagactsasananchortextforimageswithlinks.Makeuseofit.TolearnaboutAltTagreferSEOOn-Page.

DaytoDayApproach(Samplerecommendation)IwanttostartwithSEOOn-PageandOff-Page.AlsoIneedtoworkonSocialMediatoimprovemyBranding.IfIcanafford,IalsowanttospendforAdWords.HowdoIschedulemytasks?

WorkoutonaWeeklyPlanOnDay1:ImplementOn-PageTasksOnDay2:AgreatcreativepostinFacebookorotherSMO.WorkonAdWordsCampaign.OnDay3:AnalyzeWebsiteStatisticsusingGoogleAnalytics.SetupnewfeaturesinGoogleAnalyticsOnDay4:ThinkaboutYouTube.Implementbacklinkstrategy.OnDay5:Writeanarticleaboutyourbusinessandpostitinyourwebsiteblogorbloggeroranyotherpopularmedium.WorkonAdWordsCampaign.WorkoutonaMonthlyPlan

OnWeek1Day1:CompetitorAnalysis,Trendanalysis,theirbacklinkanalysis.

OnWeek2Day1:Formon-pageandoff-pageStrategyforyourOnlineBusiness.Reviewyourbacklinks.Reviewyourgenericandnichekeywords.ReviewyourkeywordrankingsinGoogleSearch.OnWeek3Day1:ReviewmonthlyGoogleAnalyticsdata.ReviewyourDeviceStrategyespeciallyforMobiles.WorkonAdWordsStrategy.

OnWeek4Day1:Reviewwhatyouhaveplannedandwhatyouhaveachieved.Haveanexcelreportpreparedforeveryweek.Listyourpendingtasks.Pushitfornextmonth.Prioritizeyourtasksandcompleteoneatatime.

WorkoutonaQuarterlyPlanSetaQuarterlyTargetforyourKeywordRankingsbydefiningOn-PageandOff-PagetaskstargetingGenericandNichekeywords.LookatthetrendsandsetatargetWorkonSeasonalorFestivalPlan.Workonoffers.AllocateBudgetforSEOandAdWordsevaluatingtheROIfromOrganicandPaidTraffic.Evaluatetheresultsandfollowup.

Usethisapproach:WorkoutonaQuarterlyPlan->WorkoutonaMonthlyPlan->WorkoutonaWeeklyPlan.

6YouTube

YouTubeisoneprominentmethodtoincreasetheattentionyourwebsitegets.YouTubebeingarenownedsubsidiaryofGoogle,theimportanceitcarriesissubstantial.Asabusinessowner,contributingvideosthateducatespeopleofyourbusinessanditsfunctionalitybringsaboutpotentialcustomersofgreatermultitude.

Forexample:trainingvideos,unpackingvideos,videoreviews,technicalvideosetc.

Videosofcreativeandinteractivecontenthavethepotentialtoreachalargeraudience.Asthewordaboutyourvideostartstospreadby,theinterestoverthecreatorarises.Whichnaturallyleadstoyourwebsiteandhencethewebsitereceivestraffic.

Videothatwecreateneednotbeofhighqualityandextremecinematography.Audiencewouldexpectonlyqualitycontentinthevideo,whichanswerstheirquestions.Let’sanalysetheresultsofaLocSea’svideoandtheaspectsthatmadethevideotoreachmoreaudience.SignuporLogintoYouTube.comwithyourGmailid(Snapshot6.1).

Snapshot6.1OnceyouLogin,youcanuploadanewvideousingUploadbuttonoryoucanedityouruploadedvideosfromCreatorStudiomenu.Toupload,clickonUploadbuttonontoprightcorner.Snapshot6.2

YoucanuploadyourvideousingtheArrowMarkbutton(Snapshot6.2).OnceyouuploadyourvideotoYouTube,ittakesyoutoVideoEditorPageinCreatorStudio(Snapshot6.3).FromhereyoucanedityourVideoandSettingsforthisvideo.

Snapshot6.3

Youcanalsoreachthisvideoeditorscreenbyclickingontheprofileimageonthetoprightcorner(Snapshot6.3)andchoosingCreatorStudiobutton.Thatwouldtakeyoutothevideoeditor.

CreatorStudioLet’sgothroughthetabsthatarepresentundertheCreatorStudio,sothatwecanmakeuseofthoseoptionsandsettingsforourvideos.

ThevideoManager(Snapshot6.4)showsreportslikedataofallthevideos,liveevents,playlists,SearchHistory,andlikeswithoptionstoeditanddetailssuchaspublisheddateandtime.

Let’sopenavideoandanalyzevariousfields.Snapshot6.4

Let’stakethebelowvideoasanexample(Snapshot6.5).Wehave193viewsforthis

videoandithasthemaximumviewswhencomparedtoothervideos.Wecangetintothedetailsandanalysethevideosettingsinordertounderstandthereasonsforbetterperformanceofthisvideo.

Snapshot6.5WhenweGoogleforlocsea,wegetthisvideolinkinthethirdpositionofthefirstpage(Snapshot6.6).Whatcanbethereason?Inthevideolisting,choosetheeditoptionunderthevideo(Snapshot6.7).

Snapshot6.6

Snapshot6.7Youwouldgetthebelowpage(Snapshot6.8)withtabslikeinfoandsettings,enhancements,audio,annotations,subtitlesandCC.Wecananalyseallthetabsonebyone.Clickon‘InfoandSettings’andscrolldown.

Snapshot6.8Youwouldgetthebelowoptions(Snapshot6.9).

Snapshot6.9WehaveprovidedaTitleandDescription(Snapshot6.9)thatisrelatedtothevideoandalsocontainstheimportantkeywords.

Oncewehaveenteredthetitleanddescription,wewillbeaddingtagsthatwouldbeusedbytheaudiencewhilesearchingforthevideoandalsotheimportantkeywords.YouTubewouldalsosuggestfewtagsforyourvideobasedonthekeywordspresentinthetitleanddescription.

Snapshot6.10

videolanguage,recordingdate,statisticsetc.ClickonMonetization(Snapshot6.10)oncewehavecompletedincludingtheBasicinformation.Wecanallowother’sadstobeinsertedinourvideos.Wecanchoosetheadformatsinwhichtheadsshouldbeshowninourvideo.Whenwehavecompletedthemonetizationsettings,clickadvancedsettingsandenablecommentsanduserratings.Enablingthesesettingscancreatemoreinteractioninourvideos.

Checktheotheroptionsasrequiredlikethecategory,videolocation,

Snapshot6.11ClickonEnhancementsTabaftercompletingtheInfoandSettingsTab.

Snapshot6.12

Annotation(Snapshot6.13)isanimportantpartinVideosettings.Annotationscanbedefinedasthecontentwhichwouldbedisplayedoverthevideoalongwithahyperlink(ifrequired),sothataudiencewatchingthevideocanalsobetakentoourwebsite.Wecanalsoaddnotificationinformationtothevideolikeoffers,coupons,newproducts,videorelatedinformation,etc.

MakeimprovementstothevideoclaritylikeimprovingtheLighting,contrast,trim,etc.andsavethevideo(Snapshot6.12)

NowChooseAudioTab.UnderAudio,youcanchooseaudiofilesandembedthemtothevideo.

Snapshot6.14

Wecanaddannotation(Snapshot6.14)inanyrequiredpositionoverthevideo.Wecanalsoaddinformationlikethestartandtheendtime,betweenwhichtheannotationsshouldbedisplayedoverthevideo.Thelinksthatareincludedintheannotationscanbeanyoneofthefollowing:

VideoPlaylistChannelGoogle+ProfilePageSubscribeFundraisingProjectAssociatedWebsiteMerch

Oncewehaveeditedthevideo,wecomebacktothecreatorstudiowherewehaveanalysedVideoManager

NowwewouldcheckCommunity(Snapshot6.15),underwhichwehavecommentsoption.Whenweconsiderourcasestudyvideo,wehavemoreinteractioninthecommentssection.Thisvideoreachedontop3positionsinSERP,sincewehavemoreinteractioninthevideopage.Answeryourvisitors’queries.Ithelpsinengagement.Askyourvisitorstolike,subscribeyourvideochannelsandbuildmoresubscribers.

UnderChannels(Snapshot6.16),wecanmakechangestothechannelsettingslikechangingthestatus,monetization,uploaddefaults,in-videoprogramming,fanfinderandotheradvancedsettings.

Thesnap(Snapshot6.16)showsthestatusofourchannelwhenweconsidereveryimportantaspectconsideredbyYouTube.

Snapshot6.15

Monetization(Snapshot6.17)isaprocessofallowingtheadvertisementstobedisplayedinourvideos.YouTubechargestheadvertisersfordisplayingadsandprovidesmonetizationbenefitsforthevideosinwhichtheadsaredisplayed.

Snapshot6.17

ChooseyourCountryandenterChannelKeywords(Snapshot6.18)

Youshouldlinkyourchannelwithyourwebsite(Snapshot6.19)andverifyyourwebsiteinYouTube,sinceitisimportantforbranding.Oncethisisdone,YouTubewouldconsideryourchannelastheofficialrepresentativeforyourBusiness.

Snapshot6.19Wecanalsoenablesettingslikeallowmychanneltoappearinotherchannel’srecommendations.Doingthiswouldincreasethenumberofviews.WewouldalreadybehavingaGoogleAnalyticsaccountbynow,whichcanbelinkedwiththeYouTubechannelbyenteringtheGoogleAnalyticstrackingIDintheoptiongiven.

UnderAnalytics(Snapshot6.20),wecanseetheperformancedataofthevideos.Analyticsshowsallthedetailsabouttheperformance,amountspentonads,moneyearnedthroughmonetization,estimatedminutesofvideowatchedbyAudienceandtheaveragetimeperiodauserspentwiththevideo.

Wewouldalsogetthedemographicsreport,thedataaboutthetrafficsourcesthroughwhichaudiencereachedourvideo.TheEngagementreportprovidesyouthevideointeractiondetailssuchasduration

watched(Snapshot6.21),subscribers,likesanddislikes.ThelistofTopperformingVideosinourYouTubeChannel(Snapshot6.21).

Snapshot6.21WehaveskimmedtheCreatorStudioandnowwecanmoveovertosomeGenericFactorsthatcanbemadeperfectforimprovingUserFriendliness.ClickontheDashboard->ViewChannel.ItopenstheChannelHomePage(Snapshot6.22)GotoAboutTabandprovidemoreSpecificinformationaboutyourbusiness(Snapshot6.23).

Snapshot6.23AddanImagethatwouldattractthevisitorsandmakeyourprofilemoretrustableandpleasantfortheaudience(Snapshot6.24).

Tips:“Howto”VideoshavehighnumberofviewsthananyothervideosinYouTube.So,createhowtovideosrelatedtoyourbusiness.Whenyouprovideanswersforyourvisitor’squeriesandneeds,theywouldtrustyoubetterandwouldsubscribetoyourchanneltogetmoreusefulinformation.

ForExample:Ifyouownaninverterbusiness,createavideoforunboxinginverters.Youareprovidinganswerfortheir“howtounboxapcinverter?”question.GoogleprioritizesYouTubevideosrelatedtothequestionandshowsitinGoogleSearchfirstpage(Snapshot6.25)

7SocialMediaOptimizationorMarketing(SMO/SMM)

LetusnamefewSocialMediaweknow.Facebook,Google+,Twitter,LinkedIn

BeactiveinyourSocialMediaandengageyourvisitors.Aspeoplestartinteracting,sharingandlikingyourcontent,yourwebsitewillhavebigfan&followerbase.Thisisagreatbrandingmediumyoushouldusetopromoteyourwebsite.AsmanypeoplestartsharingandfollowingyourbrandcontentinSocialMedia,itwillbeanaddedadvantageforyourwebsiterankingthroughSocialmedia.

YoualsoneedtoknowcertainTechnicalAspectsinSocialMedialikelinkingyourwebsitetoyourSocialMediaPlatforms.FirstyoushouldneedtohaveyourbusinesspagescreatedinallSocialMedialikeFacebook.Let’sgetstarted.FacebookforBusinessIassumethatyoualreadyhaveapersonalaccountinFacebook.Ifyoudonothaveone,pleasegotowww.facebook.comandsignupforapersonalprofilebeforeyouproceedfurther.

Howtocreatemybusinesspage?Here,I’mgoingtocreateaFacebookbusinesspageformybusiness“SchoolforE-CommerceandDigitalMarketing”.LogintoyourpersonalprofileinFacebook.Onthetoprightcornerofyourprofile,clickontheinvertedtriangle.Clickon“CreatePage”tocreateyourbusinesspage(Snapshot7.1)

Snapshot7.1Chooseyourbusinesstype(Snapshot7.2).

Snapshot7.2HereIchose“LocalBusinessorPlace”EnteryourBusinessDetailsandClickonGetStarted(Snapshot7.3).

Snapshot7.3

Addcategories,descriptionandwebsitedetailsforyourBusiness(Snapshot7.4).

AddyourBusinessImage(Snapshot7.5):(Inthiscase,MyPhotoismyBusinessImage).ClickonNext.

Snapshot7.5ClickonAddtoFavoritestoaddthisBusinesspagetoyourpersonalFacebookprofileunderFavoritessection(Snapshot7.6).

Snapshot7.6

ItprovidesanoptiontocreateanAdtopromoteyourpageinFacebook(Snapshot7.7).IfyouareinterestedinmarketingyourpagethroughFacebookAds,youshouldstartfillingupthefields“Location”ofyourtargetcustomers,Interests,ageandgender.SetdailybudgetandclickonPromoteyourpage.ClickonSkipifyoudonotwanttocreateanAdNow.

IttakesyoutoyournewBusinessPage->PageTab->TimelineTab(Snapshot7.8).Youcanpostyourbusinessupdates,offers,photos,videos,eventdetails,visitor/customerinteractionanddomoreherefromthisTimelineTab.Asyoupost,peoplestartinteracting,liking,sharingyourpostandpage.Astheylikeyourpage,yourpostwillbethereintheir

Timelineanditcanviewedbytheirfriends.Sometimesyourpostgoesviral.YoushouldtreatthisasyourofficialFacebookPage.

Snapshot7.8

Aftercreatingyourbusinesspage,it’stimetobeactive.Firstinviteyourfriends(Snapshot7.9)byclickingon“BuildAudience”dropdown->“InviteFriends”asshownbelow.YoumayalsosendyourBusinessPageURLtoyourCustomerstoLikeyourpagetobuildyourAudience.YoushouldclaimyourofficialFacebookBusinessPageURL.Ihaveexplainedthatbelow.

Snapshot7.9ClickonAboutTab.

ClickonPageInfo->Clickon“FacebookWebAddress”->Clickon“Createawebaddressforthispage?”link(Snapshot7.10)

Snapshot7.10

ItwilltakeyoutoMobileVerificationprocess.ClickonContinue->Provideyourmobilenumbertoreceiveverificationcode->Enterverificationcode->Saveit.NowyouraccountismobileverifiedanditwillallowyoutoclaimyourFacebookBusinessPageURL.

Clickonthedropdownasshownandchooseyourbusinesspage.

Clickon“Continueas……”toclaimyourpageURL(Snapshot7.11).

Starttypingyourbusinessnameoranynamethatsuitsyourbusiness.YouaregoingtogetyourOfficialFacebookBusinessPageURL.Chooseitwithcare(Snapshot7.12).Iwantedittobelike“www.facebook.com/digitalmarketing”butIcouldnotgetthatassomeoneelsehavealreadytakenit.CheckyourbusinessURLavailability.Keeptrying.

Snapshot7.12FinallyIfoundone“digitalmarketingexecutiveeducation”formybusiness(Snapshot7.13).Clickonconfirm.

Snapshot7.13Yes,WeareinlaststepofacquiringFacebookBusinessPageURL.ClickonOK.

MyFacebookBusinessPageURLfromnowwillbe:

IcanjusttypethisinmybrowsertoreachmyBusinessPage.Youcanmentionthisinyourwebsitetoo.StartsendingthisURLtoyourFriends,Relatives,andCustomerstolike

yourBusinessPage.AcquiringBusinessPageURLhelpsincreatingBrandinginSocialPlatform.NextstepshouldbetoaddmorebusinessdetailstoyourFacebookBusinessPage.ClickonAboutTab->PageInfo(Snapshot7.14)

EnteryourHoursofOperationShortandLongDescriptionMission,AwardsandProductsdetails

Provideasmuchinfoaspossibletohelpyourcustomers.

KeyTabsWehavefewkeytabsonthetopofthepagesuchasPage,Messages,Notifications,InsightsandSettings.

PageTabPageTabhasTimeline,About,Photos,LikesandmoreotherTabs.ThekeytabtofocusonisTimeline.Youshouldcreateengagingpoststokeepyourvisitorsengaged.Yourpostshouldneedtohavegreaterreach.Startcreatingcreativeposts(withimages)andtargettrendingtopicswith#taggingtechniquetohavebetterreach.Hereisanexample(Snapshot7.15):

Snapshot7.15

Wepostedthisandtargetedthetrending#AppleOnARoll.Alsowementionedthisterm“Apple”inthepost.Lookatthereach.TrendingtopicswillbeavailablefromyourFacebookPersonalprofilehomepage.OpenaNewBrowserwindowandopenyourFacebook.com.LookattheTrendingTopics(Snapshot7.16).

Snapshot7.16Youalsohavetoopentheimageandtagyourfriendstogetbetterreach.Todoso,fromyourpersonalprofile,searchforyourbusinesspageandopenit(Snapshot7.17).

Snapshot7.17

Clickontheimageyouwanttotagyourfriends.ClickonTagPhotoandselecttheimage(Snapshot7.18).Typeyourfriendsorcustomersnameandtagit.ItwillsendaNotificationtothem.

Snapshot7.18Youcanalsotargetyourtextpostsaddressing/mentioningspecificpeoplebytyping@[name].Replacenamewiththeactualpersonname.

PostsWecanscheduleourpostsforafuturedateandtime.Thedataaboutthescheduledpostsanddraftpostsarealsopresentintheactivitytab.

InsightsTabInsightsprovideyoutheexactdataaboutpage’sperformance.Insightscanbecategorizedandanalysedbasedonlikes,reach,visits,postsandpeople.

Likes:Likesaregivenbyourfansforthepostorforourpage.

Reach:Reachshowshowmanypeoplehaveviewedourpostsregardlessofwhethertheyhavelikedourpostornot.Reachincreasesifourfanslikeandshareourposts.Whenpeoplelikeourposts,theirfriendswouldbereceivingthisinformationintheirnewsfeedandhencetheymightclickandviewourpost.Thusourpostsreachincreases.

Visits:Visitsarethenumberofpagevisits.Posts:Postcontainspostdetailssuchaspoststhatarealreadyposted,itsengagementandreachdetails.People:Peopleincludethedemographicsdatasuchasageandgender.SettingsTab(Snapshot7.19)SettingsTabhasGeneralPagerelatedsettings.AkeysettingtonotedownisPageRoles.

Snapshot7.19

YoucanaddotheruserssayyouremployeetomanageyourBusinessPagefromhere.GoogledoesshowFacebookBusinessPageURLsinitsSearchResultsforbusinessrelatedkeywords.ItistimeforyoutobeveryactivewithyourFacebookBusinessPagePostsEngagementactivitiesandthatshouldbringinyourFacebookBusinessPageURLinGooglesearchresultsforyourrelevantbusinessqueries.

TwitterforBusinessSignupforTwitterherewww.twitter.com.Whenyousignupprovideyourbusinessnameasusernamesothatitcreateswww.twitter.com/businessnameasyourtwitterURL.Provideyourbusinessdescription,websitedetailsandifrequiredlinkitwithothersocialmedia.

LetmeopenourLocSea’stwitterpagewww.twitter.com/locsea.NotedownvariouscomponentsinthispagelikeTweets,Following,Followers,“EditProfile”button,“Trends”section,“Whotofollow”section,“Profile”section,etc.

CreateFollowersforyourbusinesspagebyaskingyourcustomersandvisitorstofollowit.Yourposts(alsocalledastweets)shouldnotexceed140Characters.Trytopostasmanytweetsrelatedtoyourbusinessaspossibletoengageyourfollowers.Retweet(Reply)interestingtweetstogetattention.Followgreatpeople.Asyoufollow,theygetanotificationaboutyou.Createtweettargetingtrending#tags.Creategoodheaderandprofilephotos.Makesuretolinkyourwebsite,providedetaileddescriptionaboutyourcompanyinyourTwitterprofile.ItaddsvaluetoyourSEOeffort.Toupdateyourcompanydetails,clickonEditProfileanditopensupthispage:

Updateyourphotosandprofiledetailsfromthisscreen.Keeppostingtargetingtrendingtopicsandengage.Itslowlybuildsqualityfollowersandvisitorstoyourpage.

TipsWehavefewtimesavingsocialmediaautomationtoolstolist.Trythese.JusttypethesenamesinGoogleandgothroughtheirwebsites.

HootsuitePagemodoSocialbroSproutsocialSpredfastSocialoomphDlvr.itIFTTTZapierAweberPostplannerBuffer

PinterestforBusiness

Pinterest.comhasbuiltquitealargerreputationforitselfthroughoutthemajorcountrieslikeU.S.andtheU.K.andisgainingpopularityinothercountriesaswellandmostnotablyinIndia.Pinterestisthe3rdmostpopularSocialMediafollowedbyFacebookandTwitter.ThebasicconceptofPinterestisinformationdeliveredthroughpictures(i.e.)peopleareoftenattractedbypicturesratherthanwordsthatistheideaofPinterest.ThefeaturethatmakesPintereststandsapartfromothersocialMediaisitsabilitytotargetthespecificaudienceoftheparticularbusinessthatis,itiseasytotargettheaudienceyourequiretoviewyourbusinessrelatedstuffinPinterest.Andmoreover,PinterestisoneofTHEbestsocialmediaplatformsforanEcommercewebsite.SoletusmoveintohowPinterestwilldriveintraffictoyoursite.

TheSign-up,BoardsandPins:FirstthingyougottodoisjustsignupyourbusinesswithPinterest(www.pinterest.com)andstartcreatingpostrelatedtoyourbusiness.Aftersigningup,thenextstepistocreateapinboard.PinBoardsaresimilartothenormalofficeboardswherewepinimportantstuffs.Thenextstepisalittletricky,creatingthemostcreative,eye-catchingpinsforyourtargetaudience.ThePinboardsareactuallyclassifiedinto1)ProductBoard2)ContentBoard

ProductBoard:Thenameitselftellsyoutheinfo,thisboardisusedtodisplaythearrayofproductsyouhave,ifyouareanecommercewebsite.Furthermoretheseproductboardscanbefurtherdividedinto

Boardsthatwilldisplaypinsaboutyourproducts

LatesttrendinthemarketandwhetheryourproductmatchesthattrendProductsthataresellinglikeahotcakeandproductswithdiscounts.

ContentBoard:Contentboardsarecontentspecificboardswhereyourpinscontainsoundcontentaboutyourproducts.Allyougottodoisjustdropalinkonyourpinthatwillredirectyouraudiencetoyourblogsitewheretherelevantcontentfortheparticularproductispresent.ThebestpartaboutPinterestisthatitallowsuserstosearchaboutspecificproductsorcontenttheyview,forexampleifyouruserwanttosearchforfoodrecipes,Pinteresteasilycategorizesthesearchintoboardsorpinsexactlyrelatedtofood.ThisisaprimitivewayofPinteresttodrivetraffictoyoursite.Let’smoveontothepromotedadsaspectofPinterest.

InstagramforBusiness

Let’sbringontheNextHotandtoptrendingsocialmediaTheInstagram(instagram.com).Soundscoolisn’tit,yeathenamesaysitall,yourinstantphotosiscalledasInstagram.Instagramrecentlysurpassedtwitter,havingovera300millionaccountsandhavingwhoopingnoofpeopleengagingeverysecond.Instagramcouldbeasourceofserioustrafficforyoursite.

Thestrategiesfollowedbyleadingbrands:SomeoftheLeadingbrandsinInstagramfollowvariousstrategiestocovertheiraudiencebase;wewilldiscusssomeofthestrategiesnow

ABackstagePass:TheBlackberrybrandusesInstagramasasourceofprovidingabackstageinsightintotheircompanyanddevices,theirstrategyistoshowpeopletheinsightsthattheycan’tviewinpersoninthecompany.TheLevi’sbrandusesInstagramtoshowtheirlegacyinthewardrobelinetotheiraudience,rightfromtheirorigintotheirdevelopmentandtheirexperimentwiththejeanscanbeseenintheirInstagramads.

SourceofMotivation:LeadingBrandlikeAdidasuseInstagramassourceofmotivatingtheiraudienceforabriskbeginningoftheirfitnesslifebyprovidingeyegaspinghighresolutionpicturesofvarioussportspersonsandextremefitnesspeople.Theirstrategyhasworkingoutwellforthembecausemanyoftheiraudiencehavebeen“ADIDAINSPIRED”TheMacy’sbrandisusingInstagramtoshowcasetheirartworkofvariousfashionoutfitstoattractitsfashionsavvyaudience.Theyuseadsshowcasingvarioushighfashionoutfitsinthemarket.ThiswaytheyincreasetheirtrafficthroughInstagram.Thenextstrategyseemsevenmoresassyandsimple

Customersharing:ThefamousBen&Jerry’sfollowthissimpleandhighlyeffectivestrategyofallowingtheircustomerstosharetheiryummyandtastymomenttheyhadwithaBen&Jerry’sicecreamandflavours.Thissimpletechniquehasbeenanphenomenalsuccessforthefranchiseasmoreandmoreofitscustomershavebeensharingtheirawesomeandyummyicecreamonthesocialmedia.

GooglePlusforBusiness:

GooglePlusisanothersocialmediasite,wherewecancreatebusinesspagesforourbusinesslikeeveryothersocialmediasite.WehavealreadycoveredaboutGooglePlusinadifferentname.RememberGoogleMyBusinessChapter?YesYourGoogleMyBusinesspageisalsoreferredasGoogle+Businesspage.PleasereferChapter4.

LinkedInforBusiness

LinkedIn(https://www.linkedin.com/)isaprofessionalnetwork.IassumeyoualreadyhavepersonalprofileinLinkedIn.Ifnot,pleasesignupforapersonalprofilehere:https://www.linkedin.com/.PleasemakesuretoaddyourcompleteprofessionaldetailsinLinkedInasthisisaprofessionalnetwork.Youshouldbeveryactiveinaddingprojects,clientdetails,gettingrecommendations,addingyourcertificates,etc.,

GoogleprovidesprioritytoLinkedProfilesandalsoCompanyPages.TocreateyourCompanyPageforyourBusiness,pleasefollowthesesteps.LinkedInCompanyPageLogintoyourpersonalprofileinLinkedInandclickonInterests->Companies(Snapshot7.20).ItisfreetocreateyourCompanyPageinLinkedIn.

Snapshot7.20ClickonCreateanditopensuptheCompanyPagecreationwindow(Snapshot7.21)

ProvideyourCompanyName,Description,WebsiteandIndustrydetails(Snapshot7.22).

Snapshot7.22YoucanalsodesignatepeopletomanageyourCompanyPage(Snapshot7.23).

Snapshot7.23

Chooseyourcompanyimage(Snapshot7.24)

ProvideSpecialitiesandaddyourfeaturedgroupsifyouhavealreadyjoinedorown(Snapshot7.25).

Snapshot7.25

That’sallaboutcreatingacompanypage.YoushouldpostprofessionalupdateshappeninginyourcompanyonyourCompanyPage.AlsotryjoinorcreatenewGroups(communities)andcontributetoyourindustry.YoucancreateorjoinnewGroupsfromInterest->Groupsmenu(Snapshot7.26).

Clickonwhatyouwanttodoandstartcontributing(Snapshot7.27).

Snapshot7.27YoucanalsouseInterests->PulsetopostyourprofessionalarticlesinLinkedIn.

Summary:MakeuseofSocialMediaPlatformstobuildyourbrandingbypostinginterestingupdates,offers,contestsandcustomersupport.Aspeoplestartsharing,followingandlikingyourpageandposts,youwillhavegreaterbrandreach.Thisbrandreachhelpsyourwebsiterankhigher.Ifyouhaveapopularsocialmediacompanypage,thechancesareveryhighforyourpagetoappearinGoogleSearchforrelatedkeywordsforyourbusiness.Ithelpsyougainrelevanttraffictoyourwebsite.

Beveryactiveandcreative!

8GoogleAdWords

Asofthistime,wehavebeenanalysingonOrganicpromotion.Let’stakealookatGoogle’sPaidPromotionPlatformcalledGoogleAdWords.ThisplatformisalsocalledasGooglePayPerClick(PPC).Usingthisplatform,youcanplaceTextAdsinGoogleSearchResultspage,DisplayAdsinGoogleDisplayNetworkandVideoAdsinYouTube.Ifpeopleclickonyourads,youwillbepayingcertainamounttoGooglebasedonAdAuctionresults.HenceitiscalledPayPerClick.

8.1PaidAdsinGoogleSearchHaveyouseenAdsinGoogleSearch?CanyouspotAdsinGoogleSearchResultPagelistedbelow(Snapshot8.1)?

Snapshot8.1GooglePaidAdsinSearchWhatyouseeabove(A&E)arecalledTextAdscreatedusingGoogleAdWordsPlatform.PleasenotetheKeywordsearchedbythisuser:yogaclassesinchennai.ThisKeywordisalsocalledasSearchTerm.Whathappenshere?ManyCompetitorsarerunningonlinemarketingcampaignsusingGoogleAdWordsforthesearchterm“yogaclassesinchennai”andmappingitwithspecificAds.Henceyou

seesuchadsinGoogleSearchwhenyoutypethisKeyword.

IfsomeoneclicksonaTextAdabove,therespectiveclientwhoownsthisAdwillbepayingcertainamounttoGoogle.HencethisplatformisalsocalledasGooglePayPerClick(PPC).

TherearevarioustypesofAds:1.TextAds2.BannerAds3.VideoAds

Let’stakealookatTextAds.BannerAdsandVideoAdswillbecoveredlaterinthisChapter.Let’sanalyzevariousattributesforaTextAd(Snapshot8.2):

Snapshot8.2TextAd

1.Headline(25Characters):YogaBesantNagarChennai[Usually,HeadlineshouldneedtohaveKeywordssearchedbytheuser.Thishelpsyoutogettheuserattention.]2.DisplayURL(35Characters):www.practo.com/Chennai-Clinics[PleasenotethisisnottheactualwebsitepageURL.Onlythedomainwww.practo.cominthisURLiscorrectanditshouldmatchwiththeactualdomain.“/Chennai-Clinics”neednotbetheactualURL.ThisportionisusedtodisplayorconveytheURLdetailsoruniquepointstoattracttheuser.HenceitiscalledDisplayURL.]3.DescriptionLine1(35Characters):Clinics<2KMsFromYourLocation[WeneedtohaveUniqueSellingPointslistedinthisLine1.Youshoulddifferentiateyouradfromothercompetitorads.]4.DescriptionLine2(35Characters):BookanAppointmentInstantly[WeneedtohaveCallToAction(likeEnquireNow,BuyNow,BookNow,…)listedinthisLine2.ThiswillmaketheusertakeimmediateactionbyclickingonyourAd.5.DestinationURL/FinalURL(1024Characters):Thisattributeisnotvisibleinad.ItisalinktotheactualwebsitepageURL.Ifsomeoneclicksonthisad,itwilllandthemtotheactualwebsitepageURL(alsocalledasLandingPageURL).YouprovidethisURLwhenyoucreateanAdinAdWordsandrestwillbetakencare.

TextAdscanbedisplayedinfollowingGooglenetwork1.GoogleSearch(OnlyinGoogleSearch)2.GoogleSearchPartners(referdescriptionbelow)3.GoogleDisplayNetwork(referChapter8.2)

4.YouTube(referChapter8.3)

GoogleSearchPartnersarenon-GoogleSearchNetworkthatpartneredwithGoogletoshowAds.ForexampleAOL.comisaGoogleSearchPartner.TherearehundredsofsuchSearchPartners.GoogleSearchPartnersalsoincludesGoogleMaps,YouTubeandotherGooglesites.

Inthischapter,wearegoingtocreateTextAdMarketingCampaigntargetingGoogleSearchNetworkusingGoogleAdWords.

BeforewecreateanyMarketingCampaign,weneedtohavebetterstrategyinplace.Weshouldreviewourwebsiteandcomeupwithfollowingpoints:1.CampaignStructuringandBudgeting2.TargetingIdeas3.UniqueSellingPoints4.CallToAction5.PreferenceOncewehavethese5points,wewillbeabletocreateeffectivemarketingcampaigninGoogleAdWords.

CampaignStructuringandBudgeting:1.Ifyouhavemanydivisionsinyourorganisation,weusuallyallocatemarketingbudgetforeachdivisionandmeasureReturnonInvestment(ROI).Thishelpsusidentifythebestperformingdivisions.Inyourcase,thedivisionmaybeaproductorserviceorbrand.So,youshouldcreatemultiplemarketingcampaignsinAdWordsifyouhavemultipleproductlinesandwanttoallocatespecificbudgetandmeasureROIforaspecificproductline.

2.Youneedtoallocatespecialbudgetreservedforseasonalcampaigns

TargetingIdeas1.Whoareyourtargetcustomers?BusinesstoBusiness(B2B)orBusinesstoConsumer(B2C)?ThekeywordsearchedbyaconsumerlookingforaproductinGoogleSearchwillbedifferentfromthekeywordsearchedbyadistributorlookingforamanufacturer.Asabusinessowner,itisimportanttoidentifythecorrectkeywordandtargetyourTextAds.

2.Whereareyourcustomerslocated?Inspecificcityorcountryorworldwide.

UniqueSellingPoints1.Whatisuniqueaboutyourcompany?Weareinbusinesssince1975.Listall.2.Whatisuniqueaboutyourwebsite?FreeShipping,SecuredPayments.Listall.3.Whatisuniqueaboutyourspecificproductorservice?Offers,TechnicalSpecification.Listall.CallToAction(answertoWhatNext?inanypage)1.InquireNow2.BuyNow3.AddToCart4.LearnMore5.CallNow

Preference1.DoyouwantyourAdstorunfromMondaytoFriday,8:00AMto5:00PM?orAll

Days?2.DoyouwantyourAdstorunonallDeviceslikeLaptop,TabletandMobile?DoyouwanttoexcludeMobiledevices?

Youneedtohaveanswerstoallabove5sectionstostartyourcampaigninAdWords.Youalsoneedtounderstandfewbasicterms.

1.CampaigninAdWordsAccount:ACampaignislikearootfolder(sayC:\orD:\).YoucancreatemultiplecampaignsfromyourAdWordsAccount.2.Adgroup:Adgroupislikeathemebasedsub-folderunderaCampaign.3.KeywordandAd:AthemebasedAdgroupwillhavespecificthemebasedKeywordsandAdsdesignedforsuchKeywords.4.ACampaignmayhavemultipleAdgroupstocovermultiplekeywordthemes.5.Impressions:AnimpressionwillbecountedifyouradappearsinGoogleSearch6.Clicks:Ifsomeoneclicksonyouradimpression,itwillbecountedasaclick.7.CTR(ClickThroughRate):NumberofClicksdividedbyNumberofImpressions.

Let’screateasimpleTextAdCampaigninAdWordswithfollowinginputs:WebsiteDomain:www.msmedi-chennai.gov.in

Aim:WeprovideDigitalMarketingTraininginourChennaioffice.Ifsomeonesearchforkeywordslike“digitalmarketingtraining”inGoogle,Ineedmyadtoappear.Let’screateTextAdsCampaign.

WebsiteLandingPageorDestinationPageURLwhereyoutalkaboutthisspecifictraining:www.msmedi-chennai.gov.in/training/dm(IfsomeoneclicksonmyTextAd,itshouldtakethemtoabovespecifictrainingpage.)

Network:IwantmyTextAdstoappearonlyinGoogleSearch.

TargetLocation:20MilesaroundAnnaNagarWestExtension,Chennai.Also,IreceiveenquiriesfromaplacecalledKarurwhichislocatedoutsideChennai.Peoplecomefromtheretoattendthistraining.Let’sbeginworkinginAdWordsinterface.Gotoadwords.google.com,

Snapshot8.3AdWordsSignInStep1:ClickonStartNoworSignIntocreateanewAdWordsaccount.OnceyouclickonStartNow,ittakesyoutotheWelcomescreen(Snapshot8.4).Asalways,pleaseusethesameGmailIDtosignupforallGoogleServices.

Snapshot8.4WelcomeScreen

Step2:EnteryourGmailIDEnteryourCountry,TimeZoneandCurrency.Oncesaved,thesesettingscannotbechangedlater.

Thesesettingsdonotaffectthetargetingaudiencelocation.ThesesettingswillbeusedforyourReportingandBillingpurpose.

ClickonSaveandcontinue.

Step3:Ittakesyoutotheloginscreen.ProvideyourGmailIDandPasswordtosignupforAdWords.

Step4:Aftersuccessfulsignupprocess,ittakesyoutotheGoogleAdWordsCampaignsTab(Snapshot8.5).Choose“Createyourfirstcampaign”tocreateyourfirstcampaign.

Snapshot8.5CreateyourfirstcampaignStep5:YouareinCampaignCreationpage.AlwayschoosetheCampaignTypefirstandthenenteryourCampaignname(Snapshot8.6).

Snapshot8.6ChooseCampaignTypeandNameWhatshouldbethecampaigntype?Wehave4optionstochoosefrom(Snapshot8.7).Theyare

Snapshot8.7CampaignType

1.SearchNetworkwithDisplaySelect2.SearchNetworkOnly3.DisplayNetworkOnly4.Shopping

AsourfocusistocreateTextAdCampaigntargetingGoogleSearchNetwork,Choose“SearchNetworkonly”asCampaignType

Usually“SearchNetworkonly”TypeismoresuitableforBusinessesthatrequireimmediateleads/sales.

Step6:Choose“AllFeatures”inthesubtypegivenontherightside(Snapshot8.7).AllFeaturessubtypeenablesfeatureslikeAdScheduling,AddeliverymethodsandalltheadextensionswhicharenotavailableinStandardsubtype.

Step7:NowentertheCampaignName‘MSMEDigitalMarketing”

Step8:IfyouwanttoshowyourTextAdsonlyinGoogleSearch,uncheck“includesearchpartners”.IfyoualsowanttoshowyourTextAdsinGoogleSearchPartners,leaveitchecked.Step9:Devicesoptionbydefaultwillbeenabledtoshowadsonalldevices.i.e.,youradswillbeshownonDesktop,Laptop,TabletandMobile.

Step10:OurTargetlocationsareKarurand20MilesaroundAnnaNagarWestExtension,Chennai.So,chooseAdvancedSearchtoselecttheselocations.

Step11:TherearefourtabsSearch,Radiustargeting,LocationgroupsandBulklocations.Wearegoingtousethefirsttwo(Snapshot8.8).Type“karur”insearchboxandchooseAdd.Thislocationwillbeadded.

Snapshot8.8ChooseKarurStep11:ChooseRadiustargetingtabandtype“AnnaNagarWestExtn,Chennai”.Type20andSelectmiorkmfromthedropdown.ClickonAddtoselectthislocation.Step12:Verifythelocationsaddedandclickon“Done”tosaveyourselections(Snapshot8.9)

Snapshot8.9Saveyourlocations

Step13:Onceyousaveyourlocations,ittakesyoutotheCampaignCreationscreen.NextstepistoselecttheLanguages.ClickonEditandchoosethelanguageofthewebsitesthatyouwouldlikeyouradstoappearon.Bydefault,thelanguagetargetingissettoEnglish.

Snapshot8.10Languages

Youcanchooseanylanguagebasedonyourbusinessinterest.ItisimportanttounderstandthatGooglewillnotbetranslatingyouradsorkeywordsbasedonthetargetinglanguageyouselect.Itisyourdutytoaddtranslatedkeywordsandadsifyouwanttotargetotherlanguages.

Step14:ChooseyourBidStrategyforyourkeywords(Snapshot8.11).Therearetwooptions1.I’llmanuallysetmybidsforclicks2.AdWordswillsetmybids

Foreverykeyword,thecostperclickvariesbasedoncompetitorsbiddingforthekeywordduringAdAuction.Iwouldsuggestyoutochoose“I’llmanuallysetmybidsforclicks”.Also,IwouldsuggestyoutoanalyseyourKeywordbidvaluesbeforeyouproceedtonextstep.ClickonToolsmenuandrightclickonKeywordPlannersub-menu.OpenitinNewWindowforreference.

Let’sgotoKeywordPlannerwindow(Snapshot8.12)toanalysethebidvaluessuggestionsforkeywords.

Snapshot8.11BidStrategyandToolsMenu

Snapshot8.12KeywordPlannerWindowStep16:

Snapshot8.13SearchfornewKeywordIdeas

Step15:KeywordPlannerToolhelpsyouidentifyvariouskeywordcombinationsrelatedtoyourkeyword,monthlysearchvolumeinGoogleandsuggestedBidvalues.

Expand“Searchfornewkeywordandadgroupideas”row(Snapshot8.13).

Enterakeywordrelatedtoyourbusinesstogetmoresuggestionsrelatedtothatkeyword.ChoosethetargetingLocation,Language,etc.tomakearesearchonthekeywordsunder

theselectedconditions.

Ientered“digitalmarketingtraining”tosearchforkeywordcombinationsandbidvalues.

IchoseChennaiandEnglishasTargetingLocationandLanguage.

NowclickonGetIdeas.ItopensuptheVariousAdgroupandKeywordIdeasrelatedto“digitalmarketingtraining”(Snapshot8.14).

Step17:ItshowsAverageMonthlySearches,CompetitionandSuggestedBidforthekeywords.Youhavetoanalysethevariouskeywordcombinationssuggestionsprovidedinthistooltodecideonspecifickeywordstobidfor.

Snapshot8.14AdgroupandKeywordIdeas

Donotchoosegenerickeywordsforyourcampaign.Alwayschoosespecifickeywordsandbidforit.Forexample,Iwouldsuggestyoutochoose“digitalmarketingtrainingChennai”asyourkeyword.ThisshouldfetchmorefocusedvisitorsfromyourmarketingcampaignastheyarespecificallylookingfortraininginChennai.

Step18:Let’sclickon“DigitalTraining”AdgroupfromSnapshot8.14aboveandanalyse.AsyouseeinSnapshot8.15,Ifoundthat“digitalmarketingtraininginChennai”isthebestkeywordformetotargetwithAverageMonthlySearchof70,MediumCompetitionandsuggestedbidofRs.127.78.YoushoulddothisanalysisforallAdgroupIdeasandfindmorekeywordthemesforyourcampaign.

Snapshot8.15KeywordIdeas

Step19:Basedonkeywordplanneranalysis,IdecidedtosetRs.128asbidvalueandwill

beadding“digitalmarketingtraininginchennai”asmykeywordformyfirstadgroup.Budgetamountshouldbedecidedbasedonhowmuchyouarewillingtospendontheads.ConsiderifI’mplanningtospendRs.80,000onmyAdWordscampaignforamonth,divideitby30.4toknowtheamounttobespentforadayandenteritintheBudgetperdaybox.Here,inthisexamplewehavedecidedtospendRs.60,800andhencewehaveenteredthebudgetasRs.2000/day.

Snapshot8.16BidandBudgetStep20:Adextensionswillbecoveredlaterinthischapter.ForNow,wecanSaveandContinue.

Snapshot8.17SaveyourCampaign

Step21:ProvidenameforyourfirstAdgroup.ItisimportanttounderstandthatthenameoftheAdgroupisforourreferenceonly.Thishasgotnothingtodowiththeperformanceofthecampaign.AddKeyword“digitalmarketinginchennai”underthisadgroup(Snapshot8.18).

Snapshot8.18AdgroupnameandKeywords

Whileaddingkeyword,weneedtodecideonthevariouskeywordmatchtypestoadd.Thereare4keywordmatchtypes.1.Broadmatch:digitalmarketingtraininginchennai2.Phrasematch:“digitalmarketingtraininginChennai”3.ExactMatch:[digitalmarketingtraininginchennai]4.BroadMatchModifier:+digital+marketing+trainingin+chennai

MatchtypesareusedforinformingGoogleabouthowthekeywordshouldbematchedwiththesearchtermbytheusersforshowingads.

ExactMatchType:ExactmatchtypeisusedtospecifytheGooglesearchenginethatouradsshouldbeshownonlyifapersonsearchforthatexacttermincludedintheAdWordscampaign.ExacttypekeywordsareaddedinsideSquareBrackets[].Example:whenwegive[digitalmarketingtraining],ouradswillbeshownonlyifpeoplesearchfordigitalmarketingtraining.Iftheysearchindifferentorderwiththesametermsoriftheyinclude“inChennai”tothesearchterm,ouradswillnotbedisplayed.PhraseMatchType:InPhraseMatchType,ouradswillbeshownifpeoplesearchfortheexactterm,orwithsomeothertermsinthebeginningorattheendofthekeywordphraseprovidedbyus.Ourkeywordordershouldnotbemodified.Phrasematchkeywordsarerepresentedusing

doublequotes“”.Example:Whenweadd“digitalmarketingtraining”inphrasematch,ouradswillbeshownifpeoplesearchforthefollowingterms.

digitalmarketingtraininginChennai.chennaidigitalmarketingtraining.digitalmarketingtraining

Ouradswillnotbeshownforthefollowingkeywords.trainingfordigitalmarketinginchennai.trainingfordigitalmarketing

BroadMatchType:BroadMatchtypeisthemostgenericwaytoaddakeyword,suchthattheadswillbeshownifthesearchtermcontainsthekeywordinanyorderandthisalsoshowsadsforthepluraltermsandothersamemeaningkeywords.Itisnotnecessarythatallthetermsinthekeywordshouldbepresentinthesearchtermforshowingourads.

Example:Whendigitalmarketingtrainingisgiveninbroadtype,Ouradswillbeshownforthefollowing:digitalmarketingmarketingtrainingtrainingformarketingtrainingfordigitalmarketing,etc.

BroadMatchModifier:Thistypeofkeywordsisusedtopreventtheadsfrombeingdisplayedtoirrelevantcustomers.ThistypeofkeywordwouldhaveaPlussymbolbeforetheimportanttermsofthekeyword.Thetermswithplussymbolshouldbecompulsorilypresentinthesearchtermbutcanbeinanyorder.Example:Ifourkeywordis+digital+marketing+trainingin+chennai,wecanseethatwehaveincluded+symbolsforthekeywordsrequiredtobepresentintheSearchTerm.

Ouradswillbeshownforthefollowingsearchterms:digitalmarketingtrainingchennaichennaidigitalmarketingtrainingtrainingfordigitalmarketingtrainingchennai

Ouradswillnotbeshownforthefollowing:marketingtrainingchennaidigitalmarketingtrainingtraininginmarketing

Wehaveaddedallfourmatchtypesjusttoexplain.GooglesuggestsfollowingBroadtoExactapproach.Youmaystartwithaddingjustbroadtypeandanalyze.Youmaythenmoveontoincludeonlyspecificmatchtypesasrequired.

Step22:Onceyouaredonewithaddingthekeywords,clickonContinuetoads.

Step23:CreateyourTextAdforfirstAdgroup(Snapshot8.19)

Snapshot8.19CreateadHeadline:HeadlineoftheadwhichwillbeshowninGoogleSearchResultsPage.Itshouldnotexceed25charactersandshouldcontainkeywords.Makesuretouse“InitialCaps”foryourwordsforbetterreadability.Snapshot8.19:ourHeadlineis“DigitalMarketingCourse”

AdText(DescriptionLine1)&AdText(DestinationLine2):ShouldcontainuniquesellingpointsaboutyourbusinessandCalltoactiontermssuchasbuynow,enquire,contactusetc.Eachlineshouldnotexceed35characterslimit.

Snapshot8.19:ourAdTextsare:CourseStartsonOctober2014FeeINR4000,RegisterToday!

Ontherightside(AsshowninSnapshot8.19),wecanseethepreviewofhowouradswillbedisplayedinGoogleSERP(SearchEngineResultsPage).Note:AdsshouldfollowGoogleAdWordsGuidelines.Searchfor“GoogleAdWordsGuidelines”toknowmoreaboutAdGuidelinesandPolicies.DisplayURL:Itshouldnotexceed35characters.Itshouldcontainthedomainname

Snapshot8.19:ourDisplayURLisMsmeDi-Chennai.gov.in/DigitalDestinationURL/FinalURL:FinalURLhasadvancedfeaturewhencomparedtoDestinationURLoption.So,choose“FinalURL”optionandenteryourLandingPageURL.

DonotuseyourhomepageURLhere.ItshouldbetheactualLandingPageURLwherewetalkaboutdigitalmarketingtrainingprogram.Landyourvisitorstothepagetheyareactuallylookingfor.Donotlandthemonagenericpagelikeyourhomepagewhereyoutalkabouteverything.Donotconfuseyourvisitorbyprovidingmoreoptions.

Snapshot8.19:ourDestinationURLiswww.msmedi-chennai.gov.in/training/dmAdvancedAdOptions:PleaseleaveURLsforMobileandCustomParameteroptionsempty.SavetheadbyclickingonSavebutton(Snapshot8.19).Step24:ClickonReviewCampaignbuttontoreviewyourCampaignSettings,Adgroup,keywords,AdsandBids.Ifyouarefine,Clickon“SaveandFinish”tocreatethiscampaign.Step25:OnceyouclickonSaveandFinish,youwouldseeapopuptocontinuetobilling.Wewillsetupbillingatalaterpoint.ChooseSaveandFinishtoanalyseourCampaignfirst.

Step26:HereistheAdWordsinterfacewithourCampaign(Snapshot8.20).CampaignsandAdGroupsarelistedontheleftpane.Ontherightpane,youhavevarioustabs“AdGroups,Settings,Ads,Keywords,AdextensionsandDimensions”.

Youwillbeabletoadd/modify/pause/enable/deleteAdgroups,Ads,KeywordsfromrespectiveTabsabove.Youcancreatenewcampaignsbychoosing“Allonlinecampaigns”fromleftpane.YouwillbeabletochangethecampaignsettingsforyourcampaignfromSettingsTab.

Snapshot8.20AdWordsInterface

Snapshot8.21Pause/Enable

Adextensions:AdExtensionsaretheadditionalinformationdisplayedinadditiontoyourAdText.HereinthisSnapshot8.22,“20MillionUnitsSold”iscalledSitelinkAdExtension.ThenextadhasLocationAdExtension:“6,KariyanPonnanStreet,Madipakkam”

Snapshot8.22AdExtensions

ToEnableorPauseanyKeyword,gotoKeywordsTabandclickontheGreenbuttonasshowninSnapshot8.21.TheprocessissameforAdgroupsandAdsbutyouwillbedoingitfromtherespectiveTabs.Step27:Theseextensionsareusedtoprovidemoreinformationaboutthebusiness,

websiteorproducts.WearegoingtoaddthreekeyAdExtensionsforourMSME-DigitalMarketingCampaign:

SitelinksLocationCall

YoucanaddAdextensionsatcampaignleveloratAdgrouplevel.Ifyouaddacampaignlevelextension,itappliestoadsinallAdgroups.IfyouaddanAdgrouplevelextension,itappliesonlytoadsinthatspecificAdgroup.ItisadvisabletoaddAdgrouplevelextensionstohavefocusedextensionsperadgroup.

ToaddanAdextension,clickonyourAdgroupunderAdGroupsTab

NowClickonAdextensionsTab(Snapshot8.23).ClickonViewDropdown.

Snapshot8.23AdextensionsStep28:ChooseyourAdgroup

Step29:Clickon+NewSitelink.

Sitelinksextensions:ClickonSitelinksExtensionstocreatesitelinksforspecificAdgroup.ItopensuptheSitelinkExtensionwindow.

Step30:Providerequireddetailstocreateasitelink(Snapshot8.24).

LocationExtensions:

Similartoanad,createthissitelinkwithheading(Linktext),destinationURL(linkURL)anddescription.Schedulingisusedshowthissitelinkforaspecifictimeperiod.Youcan

addofferasasitelinkandsetatimelimitforthisoffersitelinktoexpirebycertaindate.

ClickonSavetocreatethissitelink.Snapshot8.24CreateSitelink

LocationExtensionsareusedfordisplayingthebusinesslocationalongwiththeadtext.ThroughLocationExtension,weshouldlinkGoogleAdWordswithGoogleMyBusiness.WehavealreadydiscussedaboutcreatingaGoogleMyBusinessAccountinChapter4.Let’sgothroughthestepstolinkGoogleAdWordswithGoogleMyBusiness.

Step31:ChooseLocationextensionsfromAdExtensionsTab->Viewdropdown(Snapshot8.23).Clickon+EXTENSION.

You’llbepromptedtolinkyourGoogleMyBusinessandAdWordsaccounts.AsweusesameGmailIDforallourGoogleServices,youjusthavetoclickonDone(Snapshot8.25).YourlocationinformationfromMyBusinesswillbelinkedtoAdWords.

Snapshot8.25LinkMyBusinessandAdwordsCallExtensionsCallextensionisusedtodisplaythephonenumberalongwithyourAdTextinGoogleSearch.

Step32:ChooseCallextensionsfromAdExtensionsTab->Viewdropdown(Snapshot8.23).Clickon+EXTENSION.Clickon+NewPhoneNumbertoaddyourcallextension

asmentionedinSnapshot8.26.

Snapshot8.26NewPhoneNumberEnteryourphonenumberandsetthescheduleifneeded.Clickonsaveoncedone.WehavesuccessfullycreatedourCampaignandAdExtensions.It’snowtimetomakeitlive.Todothis,weneedtosetupBillingProfileandmakeaPayment.BillingSetupClickontheGearicononthetoprightcorneroftheAdWordsinterface.ChooseBilling.

ChooseyourbillingcountryfromAccountSetupScreen.IchoseIndiahere.

ChooseIndividualorBusiness.ForBusiness,TaxAccountNumberismandatory.Provide

Snapshot8.27BillingSetup

NameandAddress.ChoosethePaymenttype.Therearetwotypes:1.Automatic2.Manual

IfyouchooseAutomaticPayments,youshouldprovideyourCreditorDebitcarddetails.YourAdsstartrunning.Youwillbeautomaticallychargedafter30daysorwhenyoureachmaxbillinglimitforyouraccount.ThisiscalledPostPaymode.

IfyouchooseManualPaymentstype,youshouldmakeapaymentfirstusingNetBankingorCreditorDebitcard.Youradsstartrunning.GoogledeductsCostperclickfromyourPrePaidBalance.Youradsstoprunningwhenyourbalanceisexhausted.Youneedmakeapaymentagaintostart.ThisiscalledPrePaymode.

Asyouareabeginner,IwouldsuggestyoutogoaheadwithManualPaymenttohavecontrolonyourspend.

ChoosetheLanguage,reviewthetermsandclickonCompletesignup.

Assoonasyouenteryourbillingandmakeapayment,youadsstartrunning.Thenextstepistomeasureperformanceofyourcampaignandoptimizeittomakeitasuccessfulcampaign.Youneedtocloselymonitoryourcampaignandtunetogeneratemoresales/leads.

KeyFieldstoMonitor

Aftergoinglivewithyourcampaign,youshouldmonitorthesevalues.Budget:Decideifyouhavetoincreaseordecreaseyourbudgetforthecampaign.

BudgetisoneofthekeyfactorsforyourAdstoshowupmoretimesinGoogleSearchResultsPage.

Clicks:NumberoftimesuserclickedonyourAdsinGoogleSearchNetwork.Impressions:NumberoftimesyourAdsshownupinGoogleSearchNetwork.

CTR:ClickThroughRate.ClicksdividedbyImpressions.CTRisakeyfieldtomonitor.TrytoimproveCTR%.IfCTRgoeshigh,itmeansyourAdsarerelevanttoyourKeywordsandhenceyougethigherCTR.IthelpsinincreasingyourkeywordQualityScore.Pleaserefer“QualityScore”sectionbelow.

AvgCPC:AverageamountchargedbyGoogleforaclickonyourAd.AvgCPCwillneverexceedyourmaximumbidvalue.Cost:TotalamountspentforyourAdClicks.Avg.Pos.:AverageAdsPositioninGoogleSearch.

ConvertedClicks:Aconversionisnothingbutaleadgeneratedthroughwebsiteorproductsalesoranyactionthatyouwanttomeasure.ThisfieldshowshowmanyconversionshavebeengeneratedinyourwebsiteusingGoogleAdWords.Tosetupconversions,youneedtogenerateandpastesetupcode.Pleaserefer“Conversions”sectionbelow.

Cost/convertedclick:CostdividedbynumberofConvertedClicks.

Clickconversionrate:NumberofConvertedClicksdividedbynumberofClicks.Trytoincreasetheconversionrateasitdirectlyresultsinmorerevenue.Checkthe“Optimization”sectionbelowtoimprove.

MaxCPC:MaximumCostPerClick(MaximumBid)thatyouarereadytopayforaclickonyourAd.TherightcombinationofMaxCPCandBudgetacquiresmaximumnumberofimpressionsforyourAds.

TherearemorecolumnsyoumayaddfromColumnsdropdownunderanyTabinAdwords.Whatwehavelistedabovearethecorefieldsyoushouldtrackonaregularbasis.

ConversionsAssumewehavealeadforminourwebsite.Wheneverweclickonthisleadform,ittakesustoathankyoupage.Itiscalledaconversionorleadorgoal.TotracknumberofleadsgeneratedthroughAdWordsAds,weshouldcreateAdWordsConversionSetupCodeandpasteitintothisspecificthankyoupage.

GotoTools->Conversions->+ConversionSelect“Website”->ProvideaNameValue:Choose“Don’tassignavalue”Category:Choose“Lead”ClickonSaveandContinue

ItshowsConversionSetupCode.HereisasampleConversionSetupcodegeneratedusingGoogleAdWords:

<!—GoogleCodeforContactFormSubmittedConversionPage—><scripttype=“text/javascript”>/*<![CDATA[*/vargoogle_conversion_id=1023521550;vargoogle_conversion_language=“en”;vargoogle_conversion_format=“2”;vargoogle_conversion_color=“ffffff”;vargoogle_conversion_label=“hrotCLPmi1oQjuaG6AM”;vargoogle_remarketing_only=false;

/*]]>*/</script><scripttype=“text/javascript”src=”//www.googleadservices.com/pagead/conversion.js”></script><noscript><divstyle=“display:inline;”><imgheight=“1”width=“1”style=“border-style:none;”alt=””src=”//www.googleadservices.com/pagead/conversion/1023521550/?label=hrotCLPmi1oQjuaG6AM&amp;guid=ON&amp;script=0”/></div></noscript>

YoushouldpastethissetupcodeonyourThankyoupage.Pleasepastethisinbetween<body></body>sectionofthiswebpage.Pleasedonotpastethiscodeintoeverypage.(OptionalStep)AddingitviaGoogleTagManager:

IfyouareusingGoogleTagManager,pleasedonotpastethissetupcodeinyourthankyoupage.Instead,notedownthevaluesofgoogle_conversion_idandgoogle_conversion_labelandreferAdwordsConversionCodeSetupsectioninGoogleTagManagerChaptertosetitup.

OptimizeYoushouldoptimizeyourcampaigntogetbetterReturnonInvestment.FollowthesestepstotuneyourCampaigns.

QualityScore:Foreverykeyword,thereisaQualityScoreassignedinAdWords.

HavinghighestQualityScoreimprovesyourAdRankingandithelpsyoureduceyourcostperclick.

HowdoIimprovemyQualityScore?1.PerformSEOon-pageandoff-pageactivitiesforyourwebsite.ItimprovestheQualityofyourwebpagesandalsotheQualityScoreofyourcampaignkeywords.

2.Ads,KeywordsandLandingpagerelevancyshouldbeimproved.RelevancyplaysamajorroleinincreasingyourQualityscore.

3.MaintainhighestClickThroughRate(CTR)foryourkeywords.Againrelevancymatters.ToincreasetheCTR,youshouldtryaddingvariousAdsforyourKeywords.PauseAdswithlowCTR.Keepexperimentingbyintroducingnewadsrelevanttoyourkeywords.

4.HistoricalPerformanceofyourCampaignaffectsyourQualityScore.

NegativeKeywords:NegativekeywordshelpyourcampaigntargetonlyrelevantvisitorsbynotshowingyourAdsforirrelevantkeywordssearchinGoogle.YouneedtoaddfewgenericnegativekeywordsalwaystostartwithifitisapplicableforyourCampaign.Forexample:youmaywanttoaddthesekeywordsasyournegativekeywordsinyourcampaign:jobs,career,free,probono,hiring,review,what,how,etc.YoucanaddnegativekeywordsfromKeywordsTab.GotoKeywordsTab->scrolldowntotheend->Expand+NegativeKeywords->AddyournegativesatCampaignorAdgrouplevel.If

youaddnegativesatAdgrouplevel,itwillbeapplicableonlyfortheAdgroup.IfyouaddnegativesatCampaignlevel,itwillbeapplicableforallAdgroups.Oncethenegativetermshavebeenadded,youradwon’tbedisplayedforthepeoplewhosearchforthoseterms.Thenegativescanalsobeaddedwithindividualkeywordtypessuchasbroad,phraseandexacttype.

SearchTerms:Toincreaserelevantvisitorstoyourwebsite,youshouldreviewActualSearchTermsthattriggeredyourAdinGoogleSearch.Toreviewyoursearchqueries,gototheKeywordsTabforspecificcampaignandclickontheDetailsdropdown.Choose“All”fromthedropdownifyouwanttoreviewtheactualsearchtermsforallyourkeywordsoryoucancheckforaspecifickeywordbyselectingthecheckboxfromkeywordlistandthenchoose“Selected”fromtheDetailsdropdown.

ItopensuptheGoogleSearchTermsreportforyourkeywords.ItshowstheactualsearchqueriesenteredbytheuserintheirsystemsthattriggeredyourAds.Thishelpsyouidentifythegoodkeywordsusedbytheusertoreachyou.Also,ithelpsyouidentifytheirrelevantkeywordsenteredbythevisitors.YoushouldaddirrelevantkeywordstoNegativeKeywordssothatyouradwon’tappearnexttimewhensomeotherusersearchforthatterm.Youshouldaddrelevantkeywordstoyourkeywordlistifitisnotpresentalready.

AdScheduleIfyouwanttorunyourcampaignonlyforcertaintimeperiod,youcandosobysettingyourAdSchedule.ClickonSettingsTab->Adschedule->+ADSCHEDULE.Createyourspecificadscheduleandsave.

Devices

BidAdjustments

ByDefault,youradswillbeshownonalldevices.YoucancheckthedevicespecificperformanceofyourcampaignsfromSettings->DevicesTab.

YouwillbeabletoadjustyourMobileBidsfromthistabbyclickingonBidadj.columnfor“Mobiledevicesforfullbrowsers”row.Youwillbeabletoincreaseordecreasethe

bidbycertainpercentage.IfyouwanttocompletelyavoidMobiledevicesfromshowingyourads,youcandecrease“Bidadj.”columnby100%.

Asyoumonitoryourkeywordsperformance,ifyouwanttodecreaseorincreasetheMaxCPC,youcandosofromAdgroupTabandKeywordsTab

EdityourDefaultMaxCPCcolumntoadjustyourbidsbasedontheperformanceofyourspecificAdgrouporKeywords.WhenyouchangeyourMaxCPCforanAdgroup,itappliestoallKeywordsinsidetheAdgroupexceptbelow:

IfyouchangeMaxCPCforaspecificKeyword,itwon’tfollowAdgroup’sMaxCPC.ItwilluseonlytheKeyword’sMaxCPC.

ReportsYoucanchoosethecustomperiodforwhichyouneedthereportfromtoprightcorner.Clickonthedownarrowmarkbuttonnextto“Columns”dropdown.

ChoosetheformatyourequireandclickonDownload.Youcandownloadreportsfromanytabsexceptsettings.

ProcessAdRankAnAdRankisavaluethatisusedtodeterminetheadsposition(Wheretheadstobeshown).ThisAdRankiscalculatedfromthebid,qualityscoreofeachad(expectedclickthroughrate,adrelevancy&landingpageexperience),Adextensionsandotheradformats.TheAdrankisrecalculatedeachtimetheadiseligibletoshowandthustheadspositionsmayvaryeachtimewhentheadcompetesinanadauction.Thisalsoshowsyouwhetheryouradiseligibletoshowonalltimeornot.

AdAuctionTheAdauctiondecideswhichadtobeshownatwhichpositioncomparingallthecompetitors’adsintheauction.EachtimewhenanadiseligibletoappearintheGooglesearchresults,itgoesthroughtheAdAuction.Howdoesadauctiontakesplace?

1.WhenapersonentersthesearchterminGoogleSearchbar,theAdWordssystemanalysesalltheadsthatmatcheswiththesearchterm.2.TheadswhicharenoteligibletoappearareignoredbytheAdWordssystem.3.TheadssufficientlywithahighAdRankmayshow.AdRankisacombinationofyourbid,ad’squalityscore,adextensionsandtheotheradformats.

AdPreviewandDiagnosisTool

Ithelpsyoupreviewyourads.ItprovidesdiagnosisinformationifthereisanissuewithyourAdsinshowingupinGoogleSearch.Forexample,ifyouaddedaNegativeKeywordanditisblockingyourAdsfromshowingupinGoogleSearch.

TipsGoogleMerchantCenter:ApplicationusedtoaddyourproductdatatoGoogleandmakeitavailableviaGoogleShoppingandGoogleSearch.Forexample,whenyousearchfor“buysarees”,itshowsitemswithimagesandpricesontherightsideofGoogleSERP.ThisiscreatedusingGoogleMerchantCenter.

Signupherewww.google.co.in/merchants/withyourGmailIDanduploadyourproductdataintheformatrequiredbyGoogle.CreateacampaignwithTypeasOnlineShoppingwithabudget.YouradswillbethereinGoogleSearchafterapprovalfromGoogle.

GoogleAdWordsEditor:AdesktoptoolfromGoogletodownload/upload/syncyouronlineAdWordsaccountwithyourlocaldesktop.Youcancreate/editcampaigns,

adgroups,keywords,ads,etc.,fromthisdesktoptool.Youcanmakebulkchangesinlesstime.Youshouldtrythistoo.GotoGoogleandsearchforit.

8.2DisplayNetwork

GoogleDisplaynetworkconsistsofacollectionofwebsitesinwhichtheadsaredisplayed.YoucandisplaytextandimageadsinGoogleDisplayNetwork.YoucanalsohaveVideoAdsbutwewillbecoveringthatinYouTubeAdssectionbelow.Thisnetworkdoesn’tjustrestricttowebsitesbutalsoextendsitsadvertisingtomobilesitesandapps.Displaynetworkhelpsusreachmorepotentialcustomersandisaneffectivewayofreachingthetargetaudience.

ThetruepotentialofDisplayNetworkisacquiredwhentherightmeasuresaretaken.Usingtherightkeywords,placements,topics,interestanddemographicscanhelpyourbusinessreachpotentialcustomers.

ForExample:WhenamedicaladistobeshowninDisplayNetwork,wecantargetwebsiteswithsimilarcontenttodisplayourads.

GoogleDisplayNetworkreachesawideaudienceworldwide.Withnotjustregisteredwebsites,thepotentialreachtocustomersextendstoYouTubeandmanysuchGooglesubsidiaries.Reachnewcustomersandsellmoreproducts.BrandAwareness.

HaveyouseenGoogleDisplayNetworkAdsinanyofthewebsitesyouknow?IhavehighlightedDisplayBannerAdinred(referSnapshot8.2.1).YoucantargetspecificwebsitestocreateyourBrandingbyplacingyourBannerAdsusingGoogleDisplayNetwork.

Snapshot8.2.1AimingtherightAudience:Totargetrightaudience,Selectrightkeywords:Todisplayadsintherelevantwebsites,addingrightkeywordsto

yourDisplayNetworkcampaignplayamajorrole.

AddingrightPlacements(Websites):UsingDisplayPlannerTools(AdWordsToolsMenu->DisplayPlanner),youcanfindthesuitablewebpages(placements)thatarerelevanttoyourbusiness.Addingrightplacementsinyourcampaignhelpsyoureachpotentialcustomers.

Example:IfyourungoldringsbusinessinIndiaandwanttocreateadisplaynetworkcampaign,youmaychoosetoperformthese:

1.TargetingKeywords(ContextualTargeting):Addkeywordslikegoldrings,goldringsbusinessinyourAdgroup.Adswillbeshowninwebsitesthattalksaboutthesekeywords.

2.TargetingWebsite:Identifyawebsitewhichhasrelatedcontentaboutgoldringsandifyouwishtoshowyouradthere,additasaplacementindisplaynetworkcampaign.

Re-Targeting:Youcanre-targetorshowyouradstovisitorswhoalreadyvisitedyourwebsite.BycreatingDisplayNetworkcampaignwithre-marketingassubtype,youcanre-targetpeoplewhohavealreadyvisitedyourwebsitebutdidnotcompleteagoal.Itcanbedonefrom“interestcategory”tab.

DisplayNetworkAdFormat:YoucandisplayTextAdsandImage/BannerAdsinDisplayNetwork.TextAds:WetalkedaboutTextAdsinSearchNetworkCampaign.

ImageAds:

Imagead(Snapshot8.2.2)getstheattentionofwebsitevisitorsandmakesthemclickonittoreachyourwebsite.Youshouldmentionyouruniquesellingpoint(USP),calltoactionandbetterdesigntoattractthecustomers.

Snapshot8.2.2PleasefollowthesetechnicalrequirementsprovidedbyGoogleforyourImageAds:

Imagesize:Verticalrectangle:240x400Mobileleaderboard:320x50Banner:468x60Leaderboard:728x90Square:250x250Smallsquare:200x200Largerectangle:336x280Inlinerectangle:300x250Skyscraper:120x600Wideskyscraper:160x600Half-page:300x600Largeleaderboard:970x90Largemobilebanner:320x100Billboard:970x250Portrait:300x1050

YourImageFileSizeshouldnotexceed150KB.AcceptableImageFileType:.jpegor.jpgor.pngor.gif

Donotuse“ClickHere”asacalltoactioninImageAds.Donotusecopyrightmaterials

inyourimageads.YouradswillbedisapprovedbyGoogle.Ifyoureceivedisapprovalemail,itwillalsohavepolicydetails.Gothroughthepolicyandedityourimageadsaccordingly.Whenyouresubmityourimageadsaftercorrectingtheissues,itwillbeapprovedbyGoogleafterreview.

CreateDisplaynetworkCampaign:Step1:CreateaCampaignwithTypeas“DisplayNetworkOnly”andsubtypeas“AllFeatures”.

Step2:Filluprequiredcampaignsettingssuchaslocation,languageandbidstrategy

Step3:SetyourBudget

Step4:ProvideyourAdgroupnameandabidforthisAdgroup.UseTools->DisplayPlannertoanalyzeontheapproximatebidfortheDisplayNetworkforyourbusinessrelatedplacements.

Step3:Youcanchooseyourtargetplacements(websites)inthreeways.Bychoosing“DisplayKeywords”:Addyourbusinesskeywords.Googleshowsadsinwebsitesrelatedtoyourkeywordsadded.

Bychoosing“Interests&remarketing”:Youradswillbeshowntopeoplebasedontheirinterests.

Bychoosingthirdoption,youcantargetusing“Topics”,“Demographics”and“Placements”.Topicstargetswebpagesbasedonthetopicchosen.Demographicstotargetspecificdemographicslikeage,gender.IfyouchoosePlacements,youcanchoosespecificwebsitestotargetbysearchingforitasmentionedbelow.

Youcanalsofindplacements(websites,mobileapps,videochannels)relatedtoyourbusinesskeywordsusingDisplayPlannerfromToolsmenuChoosethetypeofadyouwanttocreate.Ifyouwanttocreateimagead,uploadyourbannerimage.ProvideDisplayandDestinationURL.

IfyouwanttocreateTextAds,filluptherespectivefields.ClickonDone.YourDisplayNetworkcampaignisready.OptimizePlacementAnalysisLet’sanalyzetheplacementperformancefromDisplayNetwork->PlacementsTab

Therearetwotypesofplacements:AutomaticandManual.AutomaticplacementsarewebsiteschosenbyGooglebasedonyourtargetsettings.Manualplacementsarewebsitesthatyouadded.

ChecktheperformanceofyourplacementsbyanalysingtheCTRandConvertedclickscolumn.UsuallyCTRfordisplaynetworkcampaignswillbelessthan1%.IfyouseehigherCTRforanyofyourplacements,checkifitisavalidplacementbyanalysingthewebpage.Youcananalyzethespecificwebpagebyselectingyourplacementandchoose“Selected”.ItshowstheactualPageURL.OpenthePageURLandseeifitisavalidpagetodisplayyourad.IfyouthinkthespecificwebpageURLorwebsiteisnotgoingtofetchrelevantvisitors,goaheadandexcludeitbyaddingthewebsitedomainorspecificwebpageURLasNegativePlacements.Ifyouscrolldowntothebottomof“Placements”Tab,youwillhaveoptiontoaddNegativePlacements.Oryoumayselecttheplacement,clickon“Edit”dropdownandchoose“exclude(Campaign)”or“exclude(adgroup).Whenyouaddawebsitedomainasnegativeplacement,youradswillnotbeshowninallwebpagesinthatwebsite.IfyouaddonlyspecificwebpageURLofawebsiteasnegative,youradwillnotbeshowninthatspecificwebpageURLbutyouradmaybeshowninotherwebpageURLsinthesamewebsite.

YoucanalsoevaluatetheperformanceyourkeywordsfromDisplaykeywordstab.

Ifyouwanttoaddanykeywordsasanegative,justscrolldowntothebottomofpageandyouwillfindthisscreen

Addyournegativekeywordbyusing+EXCLUSIONS

YoucanalsoaddirrelevantCategoriesforyourbusiness(forexample.Games)asyournegativecategory.Ifyouadd,thewebsiteclassifiedunderGameswillnotbetargeted.Youcandosobyusing+OPTIONSbuttonunderSiteCategoryoptions(locatednexttoCampaignkeywordexclusions).Thiswillsavemoneyandalsoyouwillgetrelevantvisitors.

Similarway,youcanaddnegativesfromothertabs:Topics,Interest&remarketingandDemographics.8.3YouTubeAdsIfyouhaveavideoinYouTubethatyouwanttopromote,youcandoitusingYouTubeVideoAds.YoucancreateyourVideoAdsfromGoogleAdWords.TypesofYouTubeadsformat:

In-StreamVideoAds:WhenyoutrytoopenavideoinYouTube,avideoadopensupbeforeopeningyouractualvideo.ItiscalledIn-StreamVideoAds.TherearetwotypesinIn-Streamvideoads:

1.VideoAdthatyoucanskipafter5seconds.2.VideoAdthatyoucan’tskip.Youhavetowatchthecompletevideoad.

In-DisplayVideoAds:Asyouwatchsomevideo,youcanseeVideoAdSuggestionsontherightside.TheonehighlightedinYellow.ItshowsrelatedvideosorsuggestionsasAd.

Stepstocreateanewvideocampaign:SignintoyourAdWordsAccountTocreateanewvideocampaign,clickon +CAMPAIGN->OnlineVideo

Enterthenameofyourcampaign,budget,networks,locationandlanguage.ForNetworks,IwouldsuggestyoutostartwithYouTubeSearchandYouTubeVideos.Uncheck“IncludetheGoogleDisplayNetwork”tobeginwith.

ChooseyourvideofromYouTubetobepromotedasanAd.

SaveandcontinuetosettheTargetingoptionsforthisVideoAd.

AsshowninSnapshot8.3.1:NameyourTargetingGroupandsetBidding.Whenyousetyourbidding,pleasenoteitisforCostPerView(CPV).Youwillsee“Typical”suggestionforCPV.

ChoosetheDemographicOptionsunderTargetingSection.

ChooseInterestCategoriestotarget(Snapshot8.3.2).FurthernarrowdownyourTargetingoptionsbasedonTopics,Remarketing,KeywordsandPlacements.

IwouldsuggestyoutouseKeywordsandPlacementsasyourTargetingFilterstostartwith.

VideoAdsPerformanceEvaluation:Toviewyourvideocampaign,gotoadwords.google.comandclickonAllVideoCampaigns.

Therearevarioustabsavailableonyourvideocampaignpage.

Theperformanceofthevideoadscanbeevaluatedbasedonviews,audience,brandingandconversionsusingdifferentmetricsgivenundertheColumnsdropdownlistasgivenbelow.Thesemetricsareavailablefromalltabsexceptsettingstab.

Asyouselectonefromthedropdown,itshowsvariousotherstatisticalinformationaboutyourvideolikeImpressions,views,etc.,

9GoogleTagManager

Nowthatyouhaveyourwebsitereadywiththerequiredcomponents,itisimportanttotrackandanalysethebehaviourofyourwebsitevisitorstoimproveyourwebsite.Inordertoachievethis,youneedtopastemultiplesetupcodes(AlsocalledasTags)inyourwebsite.GoogleTagManagermakesiteasytohandlesuchsetupcodesbyaddingonetimesimplesetup.

Howisthisgoingtohelpme?Maintainingandupdatingmultiplesetupcodesinyourwebsitecouldbeatedioustask.Forexample,inthisbook,youwillbeaskedtosetupGoogleAnalyticstrackingcodeandGoogleAdWordsConversioncode.Youwillhavetoopenyourwebsite’scodingandupdatethecodesetuptwice.Instead,usingtheGoogleTagManagerwillminimizethetaskoframblingthroughabunchofcodesandperformtherestonitsown.

Snapshot9.1:SampleTagsinTagManager

Note:Beforewegetstarted,pleasenoteitisadvisabletouseoneGmailIDforsigningupallGoogleServiceslikeGoogleTagManager,GoogleAnalytics,GoogleAdWords,GoogleMyBusiness,YouTubeandGoogle+.IfyouusedifferentGmailIDstosignupforeachservice,itwillbedifficulttolinktheseservicestosharedatawitheachother.So,pleasestrictwithoneGmailID.Also,pleasedonotuseyourpersonalGmailID.IwouldsuggestyoutocreatenewGmailIDespeciallyforyourbusinessusage.

WehavethisChapterherebecausewewantyoutounderstandthatGoogleTagManagerisaneasywaytoupdateallyoursetupcodesusingonetimesetupcode.Ifyoufeeldifficulttofollowthischapter,pleasemoveontootherchaptersandwhenitcomestosettinguptrackingcode,pleasecomebacktothischapter.Let’sgetstarted.

GoogleTagManagerSetup

Step1:Gotowww.google.com/tagmanager/andClickon“Signupnow”toregister.UseyourGmailIDandPasswordtosignup.Aswementioned,pleaseuseoneGmailIDforallyourGoogleAccountssignup.

Snapshot9.2:Signupnow

Snapshot9.3Setupanaccount

Step2:Youcannametheaccountasyouwouldprefer,like“LocSea”orevenyoucanhaveyoursitenameasanAccountNameasshowninSnapshot9.3.

Ifyouarefinewiththeoptionof“SharedataanonymouslywithGoogleandothers”,keepitselected.

Step3:Setupacontainernameofyourchoice,forinstance:example.com.Choose“Web

Pages”optionin‘WheretoUseContainersection’.EnteryourdomainURL,setatimezoneaccordingtothedesiredcountry(Snapshot9.4).

Step4:Onceyouclickon“CreateAccountandContainer”,yougetacontainercode(Snapshot9.5),whichisthesnippetcodeyouneedtopasteitinyourwebsite.Pleasepasteitintoeverywebpageofyourwebsite.Pasteitimmediatelyaftertheopening<body>tag.

Snapshot9.4SetupaContainer

Snapshot9.5ContainerCode(ThisistheGoogleTagManagerSetupCodetobepastedineverywebpage)

Step5:Click“AddTagsLater”.ItopensuptheContainerDraftHomeScreen(Snapshot9.6).That’sallyouhavetodofornowinthischapter.YouneedtocreateTagsatalaterpointasyougothroughotherchapters.NowmoveontotheChapter10andcomebacktothissectionlater.

ContainerDraft

Snapshot9.6ContainerDraft->TagsInthisoverviewmenu(Snapshot9.6),youcanseeTags,Rules,andMacros.ClickonNew->Tagtocreatenewtag.

TagsGoogleAnalyticsTagSetupWeneedtocreateanewTaginGoogleTagManagertoenableGoogleAnalyticstrackingfeatureforyourwebsite.(PleasefirstreferChapter10tosetupGoogleAnalyticsAccounttocreateAnalyticsTrackingIDforyourwebsite)

Step1:TocreateGoogleAnalyticsTag,clickonNew->Tag(Snapshot9.6).ProvideanameforthisTag“GoogleAnalyticsPageViewLocSea.com”andchooseTagTypeasGoogleAnalytics->UniversalAnalytics(Snapshot9.7)

Snapshot9.7CreateNewTagandSelectTagType

Step2:GetyourGoogleAnalyticsTrackingIDbyloggingintoGoogleAnalyticsAccount->Admin->Property->TrackingInfo->TrackingCode.CopytheAnalyticsTrackingID“UAXXXXXXX-X”andinsertitasshowninSnapshot9.8.

Snapshot9.8TrackingIDStep3:IfyouwanttoenableDemographicsTrackingthroughGoogleAnalytics,youmayenablethecheckbox“EnableDisplayAdvertisingFeatures”showninSnapshot9.9

Snapshot9.9DisplayAdvertisingFeatures

Step4:Leavedefaulttracktypeas“PageView”inordertotrackthewebsitepageviews.Step5:ClickonSavetocreatethisGoogleAnalyticsPageViewTag(Snapshot9.10).

Snapshot9.10GoogleAnalyticsTagCreated

Weneedtofire/deploythisGoogleAnalyticsTagintoallwebpagesofyourwebsiteto

track.Todothis,weshouldcreateafiringruletargetingallwebpagesofyourwebsiteandapplyittothisTag.

RulesBydefault,“AllPages”rulewillbeavailableunderRulesmenu(Snapshot9.9).AllPagesrulematchesallwebpagesinyourwebsite.ReferSnapshot9.11.WecanmakeuseofthisexistingruleandapplyitforGoogleAnalyticsPageViewTagasweneedtofireGoogleAnalyticsTagtoallwebpages.

Snapshot9.11RulesStep6:GotoTagsMenu(Snapshot9.10)andclickonthe“GoogleAnalyticsPageViewLocSea.com”Tag.Itopensupthe“EditTag”window(Snapshot9.12).

Snapshot9.12EditTag

Step7:Clickon“+Add”andChoosetheexisting“AllPage”rules.ClickonSavetoapplythisruletoyourTag(Snapshot9.13).

Snapshot9.13AddRulesStep8:ItistimetopublishyourContainerandmakeyourTagsliveonyourwebsite.ClickonPublish(Snapshot9.14).

Snapshot9.14PublishyourContainer

Itopensupthe“CreateVersionandPublish”dialogbox.Clickonittocreateaversionandpublish(Snapshot9.15).WheneveryoupublishyourContainer,itcreatesanewVersion(Snapshot9.15).Versionshelpyoutomaintainandtrackyourcontainerchanges.

Snapshot9.15ContainerPublishedandcreatedaVersion1.Itislivenow.WehavesuccessfullypublishedthisContainerwithGoogleAnalyticsTagtoallourPages.

GoogleAdWordsConversionCodeTagSetupAdWordsConversionCodeTagisusedtotrackSales/Leads/Inquiries/Goals.ItshouldbefiredonlywhensomeonereachesThankYoupageorOrderSuccessfulPage.ThisTagshouldnotbefiredinAllPages.Let’screatethisTag.

Note:PleasereferChapter8AdWordsbeforeyoucreatethisTagasyouneedtohaveyourConversionIDandLabelready.

Step1:CreateaNewTagandNameitas“AdWordsConversionLocSeaThankYouPage”(Snapshot9.16).ChoosetheTagTypeasAdWordsConversionTracking.EntertheConversionIDandLabel.Clickon+AddunderFiringRulesSection.Itopensupthe“AddRule”DialogBox(Snapshot9.17).

Snapshot9.16AdWordsConversionTag

Step2:Choose“Createnewrule”asweneedtofirethistagonlyin“thankyou”page.

Let’snamethisruleas‘LocSeaThankYouPage”.EntertheConditionasshowninSnapshot9.17.ClickonSavetoapplythisruletoAdWordsConversionLocSeaThankYouPageTag.ThisTagwillnowbefiredonlyin“thankyou”page.

Snapshot9.17NewRule(URLequalshttp://www.locsea.com/thankyou)

Step3:ClickonSavetosaveyourTag.Step4:ClickonPublishtopublishyournewContainer.ThiscreatesanotherVersionforyourcontainerandgoeslive.

10GoogleAnalytics

Everybusinessisinneedoftherightstatisticstoevaluatetheon-goingbusinessandtotargettherightaudience.GoogleAnalyticshelpsyouinthatprocessbytrackingthevisitorsofyourwebsite.Theclassificationsofeveryvisitorwhovisitsyourwebsitewouldamazeyou.

Forexample:Demographics:

Snapshot10.1:Age&GenderAnalysisinGoogleAnalyticsGeo:

Snapshot10.2:LocationandLanguageinGoogleAnalyticsE-Commerce:

Snapshot10.3:E-CommerceConversions&Revenue

Bystudyingthevisitor’sbehaviourandsuccessrate,settingupasuitableformatonwherethetargetshouldbe,becomesvisible.Steeringtowardstherightpopulationismadepossibleandhencetheprobabilityofahighersuccessrateisevident.

IntroductiontoGoogleanalytics:GoogleAnalytics,anamazingtoolbyGoogleprovidesyousufficientamountofdataonwhatishappeninginyourwebsite.Webanalyticsisveryessentialforplanningoutanyonlinemarketingcampaign,beingafreetoolthatcanproduceplentyofdata,Googleanalyticsishighlyrecommendedforanonlinebusinessorblog.

Setup:WeshouldfirstsetuptheGoogleAnalyticsCodeandpasteitintoyourwebsitetotrackvisitors.Step1:signupwithGoogleanalytics(http://www.google.com/analytics/)usingyourGmailId.

Snapshot10.4:Choose“AccessGoogleAnalytics”or“Signin”

Snapshot10.5:Choose“Signup”Step2:Fillinthedetailsaboutyourwebsite

Snapshot10.6ChooseWebsiteTab

Choosethewebsitetab,entertheWebsiteDomainName,Industrycategory,chooseyourbusinesstype,reportingtimezone(Snapshot10.6and10.7).

Snapshot10.7WebsiteURL,Category,TimeZone

Step3:Chooserecommendeddatasharingsettings(Snapshot10.8).Youhavetoenablethisoption“WithotherGoogleProductsonly”totransferdataacrossotherGoogleProducts.Enter“GettrackingId”andaccepttheagreement.

Snapshot10.8DataSharingSettings

Step4:Nowyouwillberedirectedtoapage(Snapshot10.9)thatcontainsthetrackingcode.PleasenoteyouareonAdminTab->PropertyColumn->TrackingInfoSection->TrackingCode.

Snapshot10.9GoogleAnalyticsTrackingCode

Step5:Addingthetrackingcodetoyourwebsite:Therearetwoways.1.AddingthesetupcodemanuallyOR2.(Optional)AddingitviaGoogletagmanager.

Addingthesetupcodemanually:Youoryourwebdevelopermaydothisstep.CopytheTrackingCodeandPasteitimmediatelybeforetheclosing</head>ofyourwebpages.Themainreasontopastethecodeinheadersectionisthattheheaderpartiscommoninallthepagesofthewebsiteandthefactthatit’sthecodingpartthatloadsfirstwhenawebpageisloaded.Pleasenotethiscodehastobepastedintoeverywebpageinyourwebsite.

(Optional)AddingthesetupcodeviaGoogleTagManager:PleasereferChapter9.GoogleTagManager->GoogleAnalyticsTagSetup.

Step6:Checkthetrackingstatusinthepropertysection:NavigatethroughtheProperty→TrackingInfo→TrackingCodeofyourGoogleanalyticsaccountandcheckthestatusdisplayed.

Ifitshows“TrackingNotInstalled”,gotoyourwebsiteandopenthePageSource(RightClickandchoose“ViewPageSource”)(Snapshot10.10).

ItopenstheHTMLSourceCode.CheckifyourwebdeveloperhasinstalledtheAnalyticsTrackingCodebysearchingforyourrespectiveTrackingCode.

Reporting:Snapshot10.10ViewHTMLPageSourceOnceyouaredonewiththetrackingcodesetup,youcanstartanalysingthereportsforyourwebsitetrafficandperformanceundertheReportingtab(Snapshot10.11)

Snapshot10.11ReportingTab

UnderReporting,wehavefewmajorreportstohighlight.1.ChannelReportsunderAcquisition–ForanalysingtheTrafficandSources2.SEOReportsunderAcquisition–ForanalysingtheSEOPerformance3.GeoReportunderAudience–ForanalysingtheLocations4.DevicesunderAudience–ForanalysingtheperformanceofthevisitorsfromMobile,desktopandtabletdevices5.DemographicsReportunderAudience–ForanalysingtheAge/Gender6.BehaviourFlowunderBehaviour–Foranalysingtheuserflow(Pagesvisited)inourWebsite7.GoalsReportunderConversions–TofindthenumberofsuccessfulGoalsachieved

Acquisition->ChannelsReports:ChannelsreportexhibitsvariousstatisticslikeSessions,NewUsers,Behavior,etc.forthewebsite.

Trafficsareevaluatedandtrackedundercertaindefaultchannelgroupingsources:

Direct(Userenteredthewebsiteintothebrowserorcametoyoursiteviaabookmark)OrganicSearch(OrganicSearchtraffics)Social(TrafficfromsocialnetworkslikeFacebook,twitter,etc.)Referral(Trafficfromwebsitesthatarenotcategorizedundersocialnetworks)PaidSearch(TrafficfromAdWords)Display(DisplayChannelTraffic).

Email(EmailtrafficsarecategorizedunderthisChannel)

SearchEngineOptimizationReport:QueriesReport

QueriesReportprovidesthefollowingstatisticsforyourwebsite:QueriesenteredbytheusersinGoogleSearchNumberofimpressionsofyourwebsite’sURLsinGoogleSearchresultsNumberofclicksonyourwebsite’sURLsfromGoogleSearchTheratioofclickstoimpressionsforyourwebsite’sURLsi.e.ClickThroughRateTheaveragepositionofyourwebsiteinGoogleSearch

LandingPagesReportAfterclickingonalinkinGooglesearchresult,ittakesyourvisitortoaspecificwebpagein

GeoReporting:yourwebsite.ItiscalledtheLandingPage.LandingPageReportprovidesvisitorstatisticsforyourLandingPageURLs.

Tip:Additionally,youcanalsoviewsecondarydimensionforyourdatabychoosingSecondaryDimensiondropdownandselectingrespectiveparameterlikeCountryorGoogleProperty.

Geomenuhas2typesofreporting:LanguageandLocation.

TheLocationreportingshowsthelocationofyourvisitors.

Whydoweneedthisreport?Evaluateifwearereachingtherightaudience.EvaluatetheLanguagespecificdata

andvisitorstatistics.Thelanguagereportingtabprovidessessionsplit-upforspecificlanguages.

ToanalysethebestperformingLocationsandLanguagesotherthanourtargetlanguageandlocationstoplanfurther.

Let’stakeanexample:IamfocusingonvisitorsfromUSandEnglishLanguageSpeakerstobuymyproducts.Throughthisreport,IfoundthatFranceandFrenchspeakershavebroughtinmoreconversionsnexttoUSandEnglishspeakersformywebsite.So,itprovidesmeanopportunitytoaddFrancetomytargetinglocationsandfocustheremorealongwithUS.IwillbetranslatingmypagestoFrenchandshowFrenchWebsiteifsomeoneopensmywebsitefromFrance.ItaddsalocaltouchandImaygetmoreconversions.

Technologyandmobile:TechnologyandMobileReportscontaindataabouttheBrowser,OS,Networkandthedevicesusedbythevisitorstovisitourwebsite.

Ithelpsusoptimizeourwebsiteforspecificbrowseranddevice.AssumewereceivemoretrafficfromChrome,FirefoxandSafaribrowsers.Itisagoodideatotestyourwebsiteonthesebrowsersandmakeitcompatible.Assume40%ofvisitorsforyourwebsitearecomingfrommobile,itisagoodideatomakeamobileresponsivewebsiteorcreateamobileversionofyourwebsitetoprovidebetterexperienceforyourmobilevisitors.

DemographicsandInterests:DemographicsReportprovidesdataabouttheageandgender.

InterestsReportcontainsdatacategorizedbasedontheaffinitygroupsandin-marketanalysis.

WhatamIgoingtodobyknowingtheirage,genderandinterests?Havingthisdata,youwillbeabletoidentifythesegmentofvisitorstoyourwebsite,makeredesignplanforyourwebsiteandaddrequiredcontenttargetingspecificgroup.Youcanalsoplanyouradvertisementsandpromotionstargetingspecificageandaffinitygroups.

Bydefault,Demographicsdataisdisabled.Youneedtoenableit.Toenable,weneedtoperformbelowsteps:Step1:GotoAdmintab->Propertycolumn->PropertySettings.Step2:Under“DisplayAdvertiserFeatures”,set“EnableDisplayFeatures”toONStep3:AddthefollowingadditionallinetoyourexistingAnalyticsTrackingCodeonyourwebsite:

ga(‘require’,‘displayfeatures’);

Forexample,additlikethisifyouhavemanuallypastedyourAnalyticsSetupCode:<script>(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*newDate();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})(window,document,‘script’,’//www.google-analytics.com/analytics.js’,‘ga’);ga(‘create’,‘UA-xxxxxx-xx’,‘example.com’);ga(‘require’,‘displayfeatures’);ga(‘send’,‘pageview’);</script>

OR(Optional)ifyouuseGoogleTagManager:YoushouldEnableDisplayAdvertiserFeaturestogetDemographicdetails.ReferChapter9GoogleTagManager->GoogleAnalyticsSetupsection.

BehaviourFlowReport:ClickonBehaviorMenu->BehaviorFlowreporttoviewthisreport(ReferSnapshot10.12).Itprovidesthecompleteflowofallvisitors’sessions.Itshowsthepagesenteredbythevisitors,pagestravelledandfinallywheretheydropoff.Itprovidesabigpictureofworstperformingpageswithmoredrop-offs.Wecanoptimizethesepagestoreducethedrop-offsbyaddingrequiredcomponentslikeoffers,content,imagesandtrustbuildingfactors.

10.12BehaviourFlowReport

ConversionReportWhatisaconversion?ConversionsorGoalscanbe:1.Leadsreceived2.Productsold3.Callsreceived4.SignUp5.Membership6.Durationstayedonaspecificpage7.Downloadofane-book8.VideosWatched

ConversionreportprovidesdetailsaboutGoalsrecordedinyourwebsite.TorecordaGoal,youneedtofirstdefineaGoalinAnalytics.DefineaGoalinAnalytics

Ifsomeonesubmitsaleadforminmywebsite,ittakesthemtoathankyoupageURLwww.locsea.com/contact-tkswhereitshows“FormSentSuccessfully”message.HerethisURLiscalledDestinationURLforthisGoal.SoweneedtodefinethisURLpageasaGoalinAnalyticsanditwillbetrackedunderConversions.

GotoAdminTab->ViewColumn->ClickonGoalsClickon+NewGoal

ChooseCustomGoalradiobuttonfromGoalSetupSection.ProvideanameforyournewGoalandChooseDestinationradiobuttonfromGoalTypeSection.IttakesyoutotheGoalDetailssection.TypeyourDestinationURLbychoosing“Beginswith”fromdropdownandenter“/contact-tks”intheeditbox.ClickonSavetocreatethisGoal.

Fromnowon,thispagewillbetrackedasaGoalinAnalytics.LinkingAnalyticswithAdWords:

Note:IfyouarenewtoAdWords,pleasegothroughChapter8.YoucandothissteponlyaftersigningupforAdWords.Step1:ClickonAdWordsLinkingfromAdminTab->PropertyColumnStep2:SelecttheAdWordsAccounttobelinkedStep3:ChooseAllWebsiteDatafromtheLinkedViewdropdownStep4:ClickonSave.AdWordsisnowlinkedwithAnalytics.AdWordsdatawillbepopulatedinAnalytics.

LinkingAnalyticswithGoogleWebmastersTools:

GotoPropertycolumninAdminTab.ScrolldownandclickonEditunderWebmasterToolsSettingssection.IttakesyoutotheGoogleWebmastersToolsApplicationtoselectyourwebsite.SelectyourwebsiteandclickonSave.

Note:IfyouarenewtoGoogleWebmastersTools,pleasegothroughtheChapter11GoogleWebmasters.ClickonOKfor“AddAssociation”Dialogbox.

ClickonSavetofinish.YourWebmastersToolsisnowlinkedwithAnalytics.

Summary:Wehaveexplainedthekeyreportsandsettingsinthischapter.Therearevariousreports,toolsavailableinGoogleAnalytics.Getstartedbyimplementingthestepslistedinthischapter.Itwillbeveryinterestingtoanalyzethesedataforourwebsite.Itisvery

importanttotakeactionbasedonthedatareceivedthroughGoogleAnalyticstoimproveyourROI.

11GoogleWebmaster

Nowthatyourwebsiteisupandrunning,informingGoogleaboutitistobedonethroughGoogleWebmastersTools(GWT)bysubmittingtheURLdetails(alsocalledasSitemap).Byreadingthesitemap,Googlecrawls(read)thecontentofyourwebsitesuchthatitindexes(stores)yourwebpages.

Itfurtherenablesyoutoperformadditionaloperationsrelatedtoissuespresentinyourwebsite.

Snapshot11.1:GoogleWebmasterToolssamplescreen

Howisthisgoingtohelpme?ItisanaddedadvantageforyoutoseewhetherGoogleSearchEnginehasindexedyourwebsitefromGoogleWebmaster.Googlealsoliststhevariouswebsitecrawlingerrors,fromwhichfixingupthoseissuesaremadesimpler.

Youwillbeabletotrackthekeywordsenteredbyyourvisitorstoreachyourwebsite.Youwillbeabletofindanyspamandsecurityissuesrelatedtoyourwebsite.

Therearevariousfeaturesavailableasmentionedbelow.Let’stakealookatkeyfeatures.AddasiteandverificationSitedashboardSitemessagesSearchappearancesSearchtrafficGoogleindexCrawlSecurityissuesOtherresourcesSettings

AddaSiteandVerify:Step1:Gotohttp://www.google.com/webmasters/andClickon“SignintoWebmaster

Tools”(Snapshot11.2).SigninwithyourGmailID.

Snapshot11.2:GoogleWebmasterToolsscreenItwilltakeyoutotheGWThomepage(Snapshot11.3).Step2:TypeinyourwebsitedomainURL(Snapshot11.3)andClickonAddASite.AssumeinthiscaseweenteredanewwebsitedomainURLwww.startupinindia.org.

Snapshot11.3:GoogleWebmasterToolssamplescreenNow,it’stimetoverifyyourwebsiteandtestitsauthenticityandownership.Step3:Verifyyourwebsitewithoneofthe2followingmethods:RecommendedmethodAlternativemethodInrecommendedmethod,youwouldbeaskedtoSignintoyourDomainNameProvider(Snapshot11.4).ExampleusedhereforexplanationisGoDaddy.com.ClickonVerifyonceyouhavechosentheDomainNameProvider.

Snapshot11.4:VerifyOwnership

Onceyouclickonverifybutton,ittakesyoutothedomainproviderloginwindowtoverifyyourdomainownership.

.ConfirmtheaccesstoGooglebyacceptingtherequestfromGoogle(Snapshot11.5).ClickonAccept.

Snapshot11.5:ProvideaccesstoGoogleGoogleverifiesDomainaccessandcreatesnecessaryrecordsinyourDomainDNSsettings.Itfinallyshows“Verificationstepscompletedmessage”(Snapshot11.5).

ThereareAlternativemethodsforWebsiteverificationasmentionedinSnapshot11.6.YoucandosojustbyloggingintoyourGoogleAnalyticsAccountorGoogleTagManagerAccountorbyaddingasimpleHTMLtaginyourwebsite.

Snapshot11.6AlternateVerificationmethodOnceyouverifyyourwebsite,itwillbeaddedtoyourGWT.

Afterverification,itopensupthefollowingTipsmessage(Snapshot11.7)fromGoogletogetstarted.

Let’sgothroughthetipssuggestedbyGoogleandcompletetheaccountsetup:

1.AddallyourWebsiteversions2.SelectthepreferredVersion3.ChoosetargetingCountry4.Shareaccesswithco-workers5.SubmitaSitemapfile

AddallyourWebsiteversions:Makesuretoaddalltheversionsofyourwebsitedomain.Youshouldaddotherversionofyourwebsitestartupinindia.org(Withoutwww.prefix).

Snapshot11.7TipstogetstartedAfteraddingbothversionsofyourwebsite,GWTlistsyourwebsitesunderHome(asshowninSnapshot11.8).

Snapshot11.8WithandWithout“www.”prefix

Selectthepreferreddomain:Onceyouaddtheversionsofyourwebsitedomains,setoneasyourpreferredversionasmentionedbelow.

Snapshot11.9GearIcon->SiteChooseTargetingCountry:

Tosetapreferreddomain,clickonthegearicononthetoprightcornerofthewebsite.

Youwouldsee“SiteSettings”optioninthedropdownmenu.

TheSiteSettingspagelookslikethesnapshotgivenbelow.Itlistsalltheversionsofthewebsiteadded.Choosethepreferreddomainandclickonsave.

Settings

Tochoosethetargetingcountry,wehaveanoptioncalledInternationalTargetingunderSearchTrafficreporting(Snapshot11.10).

Choosethecountryyouwanttotargetandclickonsave.Snapshot11.10InternationalTargeting

Shareaccesswithco-workersIfyouwanttohavesomeoneelsemanageyourGWT,youcanprovideaccesstootherusers.Toshareaccesswithco-workers,wehaveoption“Users&SiteOwners”optionunderthesettings(Gearicononthetoprightcorner).ChooseAddanewuseroption,andprovidetheemailidofthepersonwhomyouwanttoprovideaccess.ChoosethePermissionaccesslevelforeveryuseryouaddandclickonAdd.

SubmitaSitemapfile

ItisimportanttosubmitaSitemapfiletoGWTsinceithelpsGoogletocrawlourwebsitefasterandmakesiteasyforGoogletoindexourwebsite.

Sitemapisanxmlfilewhichcanbegeneratedfromhttps://www.xmlsitemaps.com/.Onceaftercreatingasitemap,youoryourwebdevelopercanaddittoyourwebsiterootfolder.Youcanthenaccessitbyenteringwww.yourdomainname.com/sitemap.xml.

Afteraddingthesitemaptoyourwebsite,youcansubmitthesitemapinGWT,sothatGooglecanindexyourwebsitefaster.Tosubmitasitemap,youhaveoptioncalled“Sitemaps”underCrawltab(Snapshot11.11).

Snapshot11.11Add/TestSitemap

Clickon“Add/TestSitemap”buttonandsubmittheSitemap.OncewearedonewiththebasicstepsofGWTaccountsetup,wecangetintotheanalysisandreportingpartthatcanhelpyoutounderstandtheperformanceofyourWebsite.

SiteDashboard:SiteDashboardcontainstheoverviewofthereportsavailableintheGWT.Itshows“NewMessageNotifications”,overviewof“Crawlerrors”,“SearchQueries”PerformanceandtheSitemapindexingdetails.Let’slearnthebasicimportantreportsindetailnow.

TheCrawlErrorsReport:TheCrawlerrorsreportispresentundertheCrawloption.CrawlerrorsincludesiteerrorsandURLerrors.

SiteErrors:SiteerrorslistanyDNS,ServerConnectivityandRobots.txtfetcherrors.

URLErrors:URLerrorsinclude404errorsandothererrorswhichstopGoogleBotfromcrawlingspecificpagesofthewebsite.ItprovidescrawlissuedataforDesktopandSmartPhones(Snapshot11.12).

Snapshot11.12SiteErrorsandURLErrors

Snapshot11.13showssampleURLerrors(404).Theseissuescanbebyyouoryourwebdeveloper.FixitandchooseMarkasFixedbutton.Youcanselectoneormultiplepagesandchoose“MarkasFixed”.

Snapshot11.13404URLErrors

SearchQueriesReport:SearchQueriesreportisavailableunderSearchTrafficreporting.ItlistsGoogleSearchQueries,ImpressionsandClicks(Snapshot11.14)dataforyourwebsite.

ThisreportishelpfulaswegettoknowaboutthelistofsearchtermsforwhichourwebsiteisappearinginGoogleSearch.WecantuneourContentStrategyforourwebsitetoimprovetheperformanceourwebsite.

Youcanviewupto90daysofhistoricaldata.YoushouldreviewthesesearchqueriesandClickThroughRate(CTR=Clicks/Impressions)forspecificsearchterms.ToimproveCTRforspecificsearchqueries,youshouldtuneyourwebsite’sTitletagandMetadescription(ref.Chapter5SEO)inamoreattractiveway,asthat’swhatdisplayedinGoogleSearchforspecificqueries.

Snapshot11.14SearchQueries

SearchAppearanceSearchAppearancesshowshowyourwebsiteappearsontheGooglesearchresults.Theseareotherwiseportrayedassnippets.Themorerichsnippetspresentforyourwebsite,Googlecanpresentyourdatamoreattractively.

Themaincontentsofsearchappearanceare:StructuredDataDataHighlighterHTMLImprovementsSiteLinks

StructuredDataTheoverviewofstructureddataisgivenbelowThisreportprovidesyouthestatinformationoftotalnoofURL’sthatcontainsdatatype,thenumberofpagesundereverydatatypeandifthereareanyissuesinthewebsite.

Snapshot11.15SearchAppearance

WhatarerichSnippets?Richsnippetshelptheuserstodiscoverasiteinamoreprecise,easyanddirectmannerthatarerelevanttoyoursearchqueries.Thiswouldeventuallyresultsinhighestclickthroughrate(CTR).Ex,ifyourwebsitecontentisaboutrestaurants,therichsnippetappearsasaveragereview,numberofstarsandpricerangeinGoogleSearchResults.Talktoyourwebdevelopertoimplementrichsnippetsmark-uptagsforyourwebsite.

DataHighlighterDatahighlighterisasimilarprocesstothatofstructureddata.But,thisprocessisdoneafterGoogleindexing.Thisispurelyuserdefined,aneasywaytotellGoogle,thestructureddataonyourpage.Similartostructureddata,youcandefinethereviews,stars,pricerange,etc.whichhastobeshownintheGoogleSearchResultsPagealongwithyourwebsitelink.

Snapshot11.16DataHighlighterYoucandothiswithoutmodifyingtheURLorHTMLofyourwebsite’spage.

Getintothepage,whereyouneedtomakeuseofthedatahighlighterwithregardstoyourrichsnippets.Highlightthedataitems(relatedtoyoursnippets)tobehighlightedandselecttheircategorysayname,date,location,events,movies,productsetc.Tagthatparticularpageandpublish.Itwillbeautomaticallyhighlightedalongsidethesnippets.Onceyouhavetaggedinasinglepage,datahighlighterwillautomaticallytagsimilarpagesandsyncthembasedonyourdataitem.

HTMLImprovementsTobringyourwebsitetothetoportobebestrankedintheGooglesearchresults,itisalwayswisetomakesuretheHTMLtagsofyourwebsiteareclear,crispandprecise.ThisismainlyconcernedwiththeissuesrelatedtoTitletag,Metadescriptionandnon-indexablecontents(Snapshot11.17).

MetadescriptionMetadescriptionsarethemaincontentthatappearsontheGoogleSearchresults.GWT

statisticallyshowsyouthereportoftheissuesrelatedtoyoursite’sHTMLtags.ThemaximumallowedwordcountforMetadescriptionsetbyGoogle’ssearchqualityteamis156(recommended)160(highest).IftheMetadescriptionexceedsorfellshortbeyondthislimit,GWTwillintimateyoutoresolvetheassociatedissues.TheMetadescriptionissuesarecategorizedintothreetypes.EithertheMetadescriptionwouldhavebeenshortortoolongortheMetadescriptionmighthavebeenduplicatedinvariouspages.

TitleTagTherecommendedTitletagforawebsite’spagesetbysearchqualityteamis60(max)and58(recommended).IfTitleofyourwebsite’spagesisinappropriate,itwillbeclearlyshownbytheGWTinordertorectifyitaccordingly.

Snapshot11.17HTMLImprovements

SiteLinksSitelinksarethelinksthatappearbelowthewebsitelinkcontentinGoogleSearchResults.Itprovidesadditionalinformationaboutyourbusinessandawaytoeasilynavigateoraccessthroughyoursitetofetchtheinformationtheyarelookingfor.Sincetheseareautomaticallygenerated,yourwebsiteonthesearchresultsmaycontainunwantedorunimportantsitelinks,theyneedn’tbeshownrelativelyontheGoogleSearchResults.Onthatcase,youcandemoteaparticularsitelinkfromdisplaying.ThiscouldbeaccomplishedwiththehelpofGWT.

Todothis,followthesestepsinGWT(Snapshot11.18),

Snapshot11.18Sitelinks

UnderSearchAppearance,clickonSitelinks.“Forthissearchresult”editbox:ProvidetheURLforwhichyoudon’twantaspecificsitelinkURLtoappearinGoogleSearch.“DemotethissitelinkURL”editbox:ProvidetheURLofthesitelinkyouwantto

demote.Onceyouhavedemotedaparticularlink,itwilltakesometimeforthechangestoappearontheSearch.Youcandemoteupto100URL’s.

SearchTrafficThemainreportsunderthesearchtrafficreportingaregivenbelow.

LinkstoyourSiteOneofthebestwaystoincreaseyourwebsite’srankingisacquiremorelinkstoyoursite.Themorelinksyoursitereceivesfromqualitywebsites,themoreitishighlyrated.Usuallythishappensnaturallyifyourwebsiteisprovidedwithvaluableinformationforthepotentialcustomers.“LinkstoyourSite”report(Snapshot11.19)listsyourexternallinkstoyourwebsite.

Snapshot11.19SearchTrafficInGWT“LinkstoYourSite”page,youwillbedisplayedwiththreesections.ThedomainslinkingmosttoyoursiteThepagesonyoursitewiththemostlinksAsamplingoftheanchortextexternalsitesareusingwhentheylinktoyoursite.

Byclickingonmoreoptionundereachsection,youwillreceivethecompletelistofdata.Fromthatlist,ifyouclickonaparticulardomain,youwillbegivenwiththeinformationofallthepageslinkedtobythatdomain.

Ifyoudrillintothe“yourmostlinkedcontent”ontheoverviewpage,you‘llbeabletoseelistofmostlinkedpagesofyoursite.Itwillalsoshowyouthelinkscountforeachpageandthenoofdomainslinkingtothatpage,includingtheleadingdomainslinkingtothatpageandthelinkscounttothatpage.

InternallinksInternallinksarethelinksbetweenthepagesofyourwebsite.InternallinksaremainlyusedtonavigatefromonepagetoanotherpassingtheLinkjuice.

Snapshot11.20InternalLinks

Theinternallinkshighlightstheinternallinkstructureofyourwebsite.ThenoofinternallinksaparticularpageholdssignalizestheGoogle,therelativeimportanceofthatpage.Everypageofyourwebsitemustbelinkedtomorethanoneotherpagesofthewebsite.

Incase,ifyouwishtorenameordeleteapageonyourwebsite,trytokeepatrackofthesedatatoavoidbrokenlinkstoyoursite.Therearethreewaysthatcanimproveyourinternallinkstoyoursite:

SketchoutamapofyourwebsiteLookatthetopicsthatyoufrequentlywriteaboutThinkabouteveryotherpagethatcouldlinktoyourrankingpage

ManualactionsDonotbuylinksfromlinkbrokerstoimproveyourranking.Donotdokeywordstuffing.Donotdoanyunnaturalactivitiestoimproveyourwebsiteranking.IfyoudoandGoogleidentifies,itwillbelistedunderManualActions.Ifyoumakeseriousviolation,yourwebsitemaybesuspendedforaperiodfromGoogleSearch.

GoogleIndexIndexingistheprocesswherethepagesofyourwebsiteareindexedbythewebcrawlertosaveintheGoogledatabase.Googlesendsasmallprogram(Crawler)calledGooglebottocrawl(read)andindexyourwebsite.GoogleindexlistsalltheURL’sandwebpagesitcrawled.

IndexStatusIndexstatusisnothingbutthestatsinformationreportofthetotalnooflinksandpagestoyoursitethathasbeenindexedtoGoogleindex.Itgivesthecompletedataoftheindexedpagesforthepastoneyearasareport.Inadditiontothis,italsodisplaystheupdateddataoftheURL’sthathasbeenindexedrecently(Snapshot11.21)

Snapshot11.21IndexStatus

Agoodqualityreportshouldhaveasteadystateriseintheindexgraph.Ifyoucounteranyunusualdropsorunusualhighindexvolumeofyoursite,thereoccurssomeseriousproblemsinGoogleindexingyourwebpages.

ContentKeywordsIncontentkeywords(Snapshot11.22),theGWTwillshowyouthelistof“keywords”thathasbeenmostfrequentlyusedinthecontentsofyourwebsiteanditspages.Theoccurrenceofaparticularkeywordanditsassociatedvariantsonyourwebsite’spageswillbelisted.Thisisoneimportantaspect.Sobeforeyouaddanycontentorkeywordstoyoursite,youneedtodoampleresearchofwhichkeywordswouldbestsuityourwebsitethatwouldeventuallymakeitcomeupontheGoogleSearchResultsPage.

Snapshot11.22ContentKeywords

CrawlYetanotherimportantfeatureinGWTisthecrawl.Inthissection,GWTprovidesyoucompletereportandtheissuesfacedwhileGooglebotcrawlsyourwebpage.

FetchasGoogleThistoolisadiagnostictoolthathelpsyoutostimulatehowGooglecrawlsandrendersaURLonyoursite.

SecurityIssuesOneoftherecentadditionsintheGooglewebmastertoolsis“securityissues”.Asthenameimplies,securityissuestoolisaimedattakingcareofyourwebsite’ssecuritylevels.Thesecurityissuesmayincludesitehacks,malwareandsoon.

12

WhatisGoogleAdSense?GoogleAdSense

AfteralongwalkalongtheroadsofDigitalMarketingwecameacrossvariousprocessesthroughwhichyourwebsitecanbemadepopularandhowtodisplayittotheentireworld.AssumingthatyourwebsitenowhasmanyvisitorsandyouwanttogenerateincomethroughadsdistributedbyGoogle.ThatiswhenGoogleAdSensecomesin.GoogleAdSenseisaplatformthroughwhichGoogledisplaysadsonwebsitesregisteredwithit.

GoogleAdscanbeplacedinanypartofthewebsiteyouwish.Inthebelowexample(Snapshot12.1),adsareplacedattherighthandsideandbelowtheCompany’sname.Inordertoplacesimilaradsonyourwebsite,youhavetoregisterwithGoogleAdSense.

RegisteringWithGoogleAdSense:Letusassumethatwearegoingtoregisterthesite(Snapshot:12.2),startupinindia.orginGoogleAdSense.

Snapshot:12.2

Visitadsense.google.com,fromwheresigningintoithastobedoneusingyourGmailID.

Incaseyoudonothaveanaccounttheoptionofcreatingoneisalsomadeavailablewhenthe‘GetStartedNow’buttonisclicked.ClickonGetStartedNow.

TherearethreeconditionstosignupforGoogleAdSense(Snapshot12.4).1.Age>=18,2.YoushouldneedtohaveaWebsite.3.APostalAddresstoreceiveyourBankStatements.Clickon“YesproceedGoogleAccounttoSignIn”andsigninwithyourGmailpassword

Snapshot12.4

(Snapshot12.5)Inthetextboxnexttothe‘IwillShowAdsOn’field,enteryourwebsiteaddress.Nowselectthepreferredlanguagefromthedropdownmenuboxandcarryonto

thenextstepbyclickingcontinue.

AndfinallysubmittingtheGoogleAdSenseapplicationwiththerequiredfieldsistobecarriedout(Snapshot12.6).EntertheCountryorTerritoryfromthedropdownmenubox.Doingthiswillautomaticallyallocatethetimezone.

Selectthedesiredaccounttype.Ifincaseyouselect‘Business’asyouraccounttype,thepayeenamemustbetheNameofyourbusinessandtheaddressmustbethelocationofyourworkplace.If‘Individual’isthechoiceyougofor,fillinyourpersonaldetails.

Snapshot12.6

-AfterfillingintherequirementssubmittheAdSenseApplication.-Thenextpageasksyoutoverifythephonenumbergiveneitherthroughatextmessageorthroughavoicecall(Snapshot12.7).

-Selectthedesiredoptionclickonthe‘SendVerificationCode’button.-Entertheverificationcodesenttoyourmobileinthenextstepandverify.

Snapshot:12.8

GooglethanksyouforapplyingtoAdSense,thoughtheadsaren’tdisplayedrightawayonthewebsite.Googleanalysesyourwebsiteandcomestoaconclusiononwhetheryour

websiteisAdSensefriendlyornot.ThereplywillbesenttotheemailaddressassociatedwiththeAdSenseaccountwithinaweek’stime.

Snapshot:12.9VisitingyourAdSenseaccountnowwoulddisplayabannerasshownbelowasyouraccountisyettoapproved.WaitforanapprovalemailfromGoogle.

Snapshot:12.10

WorkingwithGoogleAdSense:Onceyourwebsiteisverified,loggingintoyourAdSenseaccountlookssimilartotheimagedisplayedbelow(Snapshot:12.11).

Snapshot:12.11Youbeingtheownerofyourwebsite,choosingspacesfortheadstobedisplayedfallonyou.BesidestheAdspace,sizesandtypesfortheadstoocanbechosenbyyou.CreatinganAdUnitforyourwebsite:

ThefollowingstepsaretobefollowedwhencreatinganAd.Clickonthe‘Newadunit’buttonlistedundertheMyAdsTab(Snapshot:12.11).Inthenextwindow(Snapshot12.12)fillinthenameyoudesireunderthe‘Name’textbox.

Snapshot12.12

Snapshot12.12:SelecttheAdsizebasedonthespaceavailableinyourwebsite.(Recommendedsizesarepreferable,whereasyoucouldchangethesizesaccordingtoyourwishfromthedropdownmenu)

Snapshot12.12:SelecttheAdtype.(TextAds,DisplayAdsorTextandDisplayAds)Moveontothenextsection.

ThenextstepisselectingtheTextAdStyle(Snapshot12.13).Fewpredefinedtexturesarepresentfromwhichonecouldbeselected.Buttheoptionofcustomizingthedisplayadtooismadepossible.Matchingitaccordingtothethemeofyourwebsiteisnecessary.Thissteponlyappliesifthecasewhere‘TextAdtype’isdesignated.

Snapshot12.13

Clickonthe‘SaveandgetCode’.AnAdcodeisgenerated(Snapshot12.14),whichrequiresitsembeddinginthesourcecodeoftherespectivewebpagewhereyouwantGoogletodisplayads.

Snapshot12.14

AnexampleonhowtheAdcodeisplacedinthesourceisdisplayedbelowforLocSea.(Toverify,RightclickonyourwebpageandclickonShowPageSourceorViewPage

SourceorViewSourcefromthedropdown(Snapshot12.15))

Snapshot12.15

AnalysingtheAd:AftertheAdcodeisplacedinthesourcecode,itappearsundertheMyAdsTabwithastatusdefiningitasnew.

OnceAdServinghasbeenapprovedbyGoogle,yourwebpagewillbeshowingAdsfromGoogle(Snapshot:12.16).PleaseneverclickonAdsfromyourownAdSenseaccount.NeveraskanyonetoclickonAdsinyourWebsite.Itisaviolationofpolicy.Theclicksshouldhappennaturally.

Snapshot:12.16

Snapshot:12.17Nowinordertoviewthereportsofanad,clickontheviewreportwhichisdisplayedbelowtheAdUnit(or)clickontheperformancereportstab(Snapshot:12.17).Thereportspageissimilartothepicturedisplayedbelow(Snapshot:12.18).

Snapshot:12.18

Thereportspage(Snapshot:12.18)consistsofvariousattributesthatdefinethebehaviorofthatparticularad.Rangingfromunitstogeographiclocations(Snapshot12.19),theflowofwheretheadsservedwellandthetypesofadsthatservedwellcanbeanalysed.GeneratinganAdstrategybasedonthiswouldenhancetheperformanceoftheads.

AllowandBlockAdsTab:(Snapshot12.20&Snapshot12.21)Includingandexcludingcategories,URL’sandsensitivecategoriesofAdsthatarebeingdisplayedispossible.

RejectingadsfromwebsitesthatyouoryourcustomersdislikecanberemovedthroughtheAdvertiserURLstab.UnwantedcategoriestoocanbeblockedinGoogleAdSense.Basedontheimpressionsobtainedfromtheselectcategory,onecouldeitheraddoreliminatethecategories.Orinordertomaketheadsrelevanttothewebsitecontent,allcategorieswiththeexceptionoftherelevantcategorycanbeblocked.

AdsrelatingtoSensitivecategoriessuchasReligion,Politics,Dating,DrugsandSupplementstoocanbeeliminatedoraddedtoyourAds.

Snapshot12.21

WhenDoIGetPaid?Afteryouacquire$10throughtheAdsdisplayedinyouraccount,GoogleAdSensewill

presentyouwithaddressverificationthroughpost.Postalcardwillhaveverificationcode.

Snapshot:12.22ClickonGearIcon->Payments(Snapshot12.22)toentertheverificationcode.Onceyouverifyyouraddressdetails,Googleenablesyoutoenterthepaymentdetails.Whenyouacquire$100throughAds,Googlereleasesyourpayment.