Digital Marketing

1. A LEADING DIGITAL MARKETING TRAINING INSTITUTE IN PUNE SINCE 2011 BE AN EXPERT IN D I G I T A L MARKETING TIP Achivements Successfully Completed 9 Years 101 Corporate Workshops 7000+ 650+ Batches Career Nurtured

2. INDEX SR. NO. TITLE PAGE NO. 1. DIGITAL MARKETING What is marketing? What is Digital Marketing? Diff between Digital Marketing Vs Traditional Marketing What do you know about Google? How Search Engine works? · Facts about Google · Crawling · Indexing · Processing Ranking Factors of Google Search Engine Updates (Panda & Penguin Update) 2. INTRODUCTION TO WEBSITE DEVELOPMENT Types of Websites · Static · Dynamic Basics of HTML / CSS What is Java Script? What is CMS? Why WordPress CMS? Word Press Installation on Server Understanding the Dashboard Changing the default Settings Installing and customizing themes Content management in WP Creating categories, pages and posts Adding menu to site Adding widgets to site Installing useful plugins for site features SEO specific plugins 1

3. 3. SEARCH ENGINE OPTIMIZATION What is Search Engine? Type of Search Engines What is Search Engine Optimization? Search Engine Optimization Type · Black Hat SEO · White Hat SEO · Gray Hat SEO SEO Life Cycle · Requirement Gathering · Keyword Research/ Placement · Competition Analysis · On Page Optimization / Ranking Factors · Off Page Optimization / Ranking Factors Difference between Organic and Inorganic What are Search Operators? What are Keywords? Types of keywords · Primary · Secondary · Long Tail Keyword Keyword Research Tools Keyword Planner tool 2. ON PAGE Initial Site Analysis Competition Analysis Keyword Placement Title/Description/Keyword/Other Meta Tags Development Site (URL) Structure Analysis URL renaming/re-writing H1, H2, H3 Tags Anchor Text Image Optimization Use of robots.txt 2

4. HTML Sitemap Canonical Implementation Understanding 301, 302, 404 Response code Domain names and Exact match domain concept. Internal Link Strategy Footer Optimization Keyword density Keyword Effectiveness index 2. OFF PAGE What is Domain Authority? How to Increase Domain Authority What is Page Authority? Page Rank · What is Page rank · How to increase Page Rank Backlinks · What are backlinks · Types of Backlinks · DoFollow · NoFollow Link Building · What is Link Building · Types of Link Building · One Way links · Two Way links · Three Way Links The importance of Links for SEO Link Wheel Directory Submission Type of directories Article Marketing Submitting Press Releases Business Directories Local Classifieds Blog Creation and promotion Blog Comments Local and regional search engines Forum & QnA Social bookmarking Search Engine Submissions Sitemap Submission 3

5. 1. GOOGLE WEBMASTER TOOL Adding a Site and Verification Process Configuration Settings Geographic Settings Website Health Crawl Errors Crawl Stats Google Fetch Robots.txt tester Blocking the Crawler and blocked pages Traffic URL Parameters Search Queries Links to Site / Internal Links Sitemaps Remove URLS from index v HTML Suggestions Content Keywords Structured Data Data Highlighter Schema.Org 2. GOOGLE ANALYTICS Introduction How Analytics tool works Cookie Tracking Get started with Google Analytics Account Creation Get tracking ID & add in website What is Bounce Rate? How to reduce bounce rate Integrate Adwords & analytics Account Measure performance of campaigns via analytics Understanding Filters & segments 3. REPORTING AND ANALYSIS TOOLS Website Analysis Tools Keyword Density Checker Broken link Checker tool Spider simulator tool 4

6. 1. SOCIAL MEDIA OPTIMIZATION What is Social Media? Understanding its importance Social Media Marketing What is viral marketing & importance? Marketing in social networking websites Blogging Facebook Twitter LinkedIn YouTube SlideShare Social Media Management Tool (SMMT) 2. EMAIL MARKETING How Email works Challenges while sending bulk emails Email marketing Tools 3. ECOMMERCE MARKETING What is ecommerce marketing? Ecommerce Websites overview SEO Strategy for Ecommerce website Affiliate Marketing for Ecommerce marketing 4. SEARCH ENGINE MARKETING Search Engine Marketing Overview Introduction to Google AdWords Navigating through Google Understanding Google AdWords Structure Working with Keywords 5

7. DIGITAL MARKETING WHAT IS MARKETING? Marketing can be defined as the action or business of promoting and selling products or services.It includes market research and advertising. WHAT IS DIGITAL MARKETING? Digital Marketing is one of medium through which one can promote their products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic Media. Digital marketing is a broad term that refers to various promotional techniques deployed toreach customers via digital technologies. 6

8. categorized in two different terms: 1. Organic search results are result listings for which you don't spend money. You have to optimize your website properly to get a good place in those listings. E.g. in Google, 10 results appears on the single page that is called organic search results. 2. Inorganic search results or paid listings or sponsored listings are those for which you buy keywords to rank for. E.g. in Google 2-5 results on the right hand side and 2-3 results on the top of the page (usually with light yellow background) are paid listings. DIFF BETWEEN DIGITAL MARKETING VS TRADITIONAL MARKETING 1. Traditional marketing includes all the advertising methods that have been used in the recent past. This may include business cards, print ads in magazines or newspapers, posters, radio, television commercials, brochures and billboards. Digital marketing may include things such as a website, banner ads, social media mentions, or YouTube videos just to name a few. 2. Traditional marketing creates limited awareness about brands or products while digital marketing is revolutionary marketing which consists of advanced features. 3. Traditional marketing a business can reach a specific target audience that may not have Internet access and this may be the only way to reach a certain audience. In contrast to this, with digital marketing a large targetaudience can be reached. Small businesses can compete with bigger ones as any size can gain access to a range of digital tools. WHAT DO YOU KNOW ABOUT GOOGLE? Google is the world's most popular search engine. It began as a search project in 1996 by Larry Page and Sergey Brin, who were two Ph.D. students at Stanford University. They developed a search engine algorithm that ranked Web pages not just by content and keywords, but by how many other Web pages linked to each page. This strategy produced more useful results than other search engines, and led to a rapid increase in Google's Web search market share. The Google ranking algorithm was later named “PageRank” and was patented in September of 2001. In only a short time, Google became the number one search engine in the world. 7

9. According to Google's website, the company's mission is to “organize the world's information and make it universally accessible and useful.” While the Web search remains Google's primary tool for helping user's access information, the company offers several other services as well. Some of these include: Froogle – price comparison shopping Image Search – search for images on the Web Google Groups – online discussion forums Google Answers – answers to questions based on a bidding system Google Maps – maps and directions Google Toolbar – a downloadable search tool Blogger – a free blogging service Gmail – Web-based e-mail with several gigabytes of storage AdWords – Advertising services for advertisers AdSense – Advertising services for Web publishers HOW SEARCH ENGINE WORKS? Unlike humans, search engines are text-driven. Search engines crawls the Web, looking at particular site items (mainly text) to get an idea what a site is about. This brief explanation is not the most precise because as we will see next, search engines perform several activities in order to deliver search results – crawling, indexing, processing, calculating relevancy, and retrieving. 1. Crawling First, search engines crawls the Web to see what is there. This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. 2. Indexing After a page is crawled, the next step is to index its content. The indexed page is stored in a giant database, from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. 3. Retrieving When a search request comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the database. The last step in search engines' activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites. 8

10. RANKING FACTORS OF GOOGLE Ranking factor of website depends on 250 parameters of Google. Following are some of the factors: Keyword in Title 1. Keyword in Title must limited to 60 to 70 characters. 2. Keyword in Title creates positivity to user. Relevance 1. It is the term used to describe how connected or applicable the SERP is to the keyword. 2. Relevance if the Search Query within the Title 3. Relevance if the Search Query with the SERP Description 4. Content Relevance with respect to the Query 5. Relevance of the internal, outbound & incoming links with search key words. Page Rank Page Rank is one of the factors used by Google to determine the ranking of a page. A high page rank does not mean high SERP ranking. Ranking is given from 0 to 10 otherwise it is denoted as 'unranked'. Quality Links The popularity of targeted page is increases with every other page the reference it. It is not the number; it is the quality of the linking document. Not all incoming links are treated equal. Content The proximity and length of the content should be good enough to understand. Site / Domain Age Keywords 1. in Content 2. in Meta Tags 3. in Anchor Texts 4. in Menus and Description 5. in Alt Image Tag 6. In URL's 7. in Folder Name Links from Authority Sites Any link from academics & education journal indicates an expert & authority status for the site. This is given a very high importance by the search engines. Links from Blogs 1. References in major blogs are a proof of site maturity in terms of content & authority. 2. This improves the reputation & perception of the site visitors. 3. Search engines offer blog search capability to users. 9

11. RANKING FACTORS OF GOOGLE Ranking factor of website depends on 250 parameters of Google. Following are some of the factors: Keyword in Title 1. Keyword in Title must limited to 60 to 70 characters. 2. Keyword in Title creates positivity to user. Relevance 1. It is the term used to describe how connected or applicable the SERP is to the keyword. 2. Relevance if the Search Query within the Title 3. Relevance if the Search Query with the SERP Description 4. Content Relevance with respect to the Query 5. Relevance of the internal, outbound & incoming links with search key words. Page Rank Page Rank is one of the factors used by Google to determine the ranking of a page. A high page rank does not mean high SERP ranking. Ranking is given from 0 to 10 otherwise it is denoted as 'unranked'. Quality Links The popularity of targeted page is increases with every other page the reference it. It is not the number; it is the quality of the linking document. Not all incoming links are treated equal. Content The proximity and length of the content should be good enough to understand. Site / Domain Age Keywords 1. in Content 2. in Meta Tags 3. in Anchor Texts 4. in Menus and Description 5. in Alt Image Tag 6. In URL's 7. in Folder Name Links from Authority Sites Any link from academics & education journal indicates an expert & authority status for the site. This is given a very high importance by the search engines. Links from Blogs 1. References in major blogs are a proof of site maturity in terms of content & authority. 2. This improves the reputation & perception of the site visitors. 3. Search engines offer blog search capability to users. 10

12. Site / Domain Age 1. The longer a site is existing, the better the scrutiny & quality of the contents. 2. The greater the domain age, the more exhaustive the content of the site. A long standing domain will have more quality inbound links and thus a higher PR & SERP ranks 11

13. SEARCH ENGINE UPDATES Panda Update and its Importance The SEO community has been a buzz this past week with the latest update from Google, named Penguin. Penguin came down the pipeline last week, right on the tail of the latest Panda update. Since most of the big updates in the past year have been focused on Panda, many site owners are left wondering what the real differences between Panda and Penguin are. Here is a breakdown. According to Google's official blog post when Panda launched, This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on. Basically, Panda updates are designed to target pages that aren't necessarily spam but aren't great quality. This was the first ever penalty that went after “thin content,” and the sites that were hit hardest by the first Panda update were content farms (hence why it was originally called the Farmer update), where users could publish dozens of low-quality, keyword stuffed articles that offered little to no real value for the reader. Many publishers would submit the same article to a bunch of these content farms just to get extra links. Panda is a site wide penalty, which means that if “enough” (no specific number) pages of your site were flagged for having thin content, your entire site could be penalized. Panda was also intended to stop scrappers (sites that would republish other company's content) from outranking the original author's content. Penguin Update and its importance The Google Penguin Update launched on April 24. According to the Google blog, Penguin is an “important algorithm change targeted at web spam. The change will decrease rankings for sites that we believe are violating Google's existing quality guidelines.” Google mentions that typical black hat SEO tactics like keyword stuffing (long considered web spam) would get a site in trouble, but less obvious tactics (link incorporating irrelevant outgoing links into a page of content) would also cause Penguin to flag your site. Says Google, 12

14. Sites affected by this change might not be easily recognizable as spamming without deep analysis or expertise, but the common thread is that these sites are doing much more than white hat SEO; we believe they are engaging in web spam tactics to manipulate search engine rankings. Site owners should be sure to check their Google Webmaster accounts for any messages from Google warning about your past spam activity and a potential penalty. Google says that Penguin has impacted about 3.1% of queries (compared to Panda 1.0's 12%). If you saw major traffic losses between April 24 and April 25 , chances are Penguin is the culprit, even though Panda came out around the same time. th th It's important to remember that Panda is an algorithm update, not a manual penalty. A reconsideration request to Google won't make much a difference– you'll have to repair your site and wait for a refresh before your site will recover. As always do not panic if you are seeing a down turn in traffic, in the past when there is a major Google update like these things often rebound. If you do think you have some sort of SEO penalty as a result of either the Google Panda or Google Penguin updates, please contact your SEO service provider to help or start trouble shooting., 13

15. INTRODUCTION TO WEBSITE DEVELOPEMENT This hands-on practical introduces you to the basic principles of Web site design and authoring using HTML. You will then use FrontPage to create your web page or site and publish it to the World Wide Web for viewing. Objectives · Understand and apply design principles when creating and modifying a Web site. · Recognize HTML and Web terminology such as hypertext, tags, browser, and HTML. · Identify the basic structure of an HTML document and create a simple Web page using HTML. · Create a new Web site or modify an existing website using FrontPage. · Use tables to design the layout of a Web page. · Understand how typography works on the Web and format fonts and paragraphs.. · Set Web page properties such as background colors and images. · Understand graphic formats for Web pages; insert graphics, modify picture properties TYPES OF WEBSITES Static This is a static website as it can't be changed in the future. A static website means that the pages that are used in the website are coded in a special language for the computer, this is called HTML and every time you go on the website it's still there. Having a static website means that it's a bog standard website and you can't really do fun things on it or make it look that interactive. Once you have placed an image on your website you cannot remove that image or move it. On a static website there isn't a lot on it as you can't really do much on the website because it's not varied 14

16. Dynamic This is a dynamic website as you can change the website over and over again until it's how you would like it. A dynamic website means that all of the information that is on the website is fetched from a server and then all put together again for you to view again and again. You can also change the layout of the website overtime if you think it is getting out dated. Once you have created a dynamic websites you can upload photos or logos on your website and then you can change them over and over again. This website has a lot of interactivity on it and allows you do so much on one website. BASICS OF HTML / CSS An acronym for Hypertext Markup Language, HTML is the language used to create web documents. Contrary to popular notion, HTML is not a programming language. It is simply a set of codes that define the layout and content of a web page so that they can be read and displayed by a web browser. A non-proprietary language, HTML can be created by a simple text editor as well as a sophisticated web authoring tool like FrontPage. The World Wide Web Consortium, also known as the W3C, monitors the development of HTML. As new features are added and obsolete ones deprecated (removed), it is assigned version numbers. The most recent version is HTML 5. A basic HTML document would look something like this: <HTML> <HEAD> <TITLE>A Simple HTML Example</TITLE> </HEAD> <BODY> Welcome to the world of HTML. This is the first paragraph. </BODY> </HTML> 15

17. WHAT IS JAVA SCRIPT? A scripting language developed by Netscape to enable Web authors to design interactive sites. Although it shares many of the features and structures of the full Java language, it was developed independently. Javascript can interact with HTML source code, enabling Web authors to spice up their sites with dynamic content. JavaScript is endorsed by a number of software companies and is an open language that anyone can use without purchasing a license. It is supported by recent browsers from Netscape and Microsoft, though Internet Explorer supports only a subset, which Microsoft calls Jscript. JavaScript support is built right into all the major web browsers, including Internet Explorer, Firefox and Safari. Provided that the visitors to your site are using web browsers that support JavaScript (most do) and have JavaScript enabled (it is by default), then your JavaScript will run when they visit the page. WHAT IS CMS? A content management system (CMS) is a system used to manage the content of a Web site. Typically, a CMS consists of two elements: the content management application (CMA) and the content delivery application (CDA). The CMA element allows the content manager or author, who may not know Hypertext Markup Language (HTML), to manage the creation, modification,and removal of content from a Web site without needing the expertise of a Webmaster. The CDA element uses and compiles that information to update the Web site. The features of a CMS system vary, but most include Web-based publishing, format management, revision control, and indexing, search, and retrieval. 16

18. WHY WORDPRESS CMS? WordPress is an Open Source project, which means there are hundreds of people all over the world working on it. (More than most commercial platforms) It also means you are free to use it for anything from your recipe site to a Fortune 500 web site without paying anyone a license fee and a number of other important freedoms. On this site you can download and install a software script called WordPress. To do this you need a web host who meets the minimum requirements and a little time. WordPress is completely customizable and can be used for almost anything. There is also a service called WordPress.com which lets you get started with a new and free WordPress-based blog in seconds, but varies in several ways and is less flexible than the WordPress you download and install yourself. WORD PRESS INSTALLATION ON SERVER WordPress is well-known for its ease of installation. Under most circumstances, installing WordPress is a very simple process and takes less than five minutes to complete. Many web hosts now offer tools (e.g. Fantastico) to automatically install WordPress for you. However, if you wish to install WordPress yourself, the following guide will help. Now with Automatic Upgrade, upgrading is even easier. Things You Need to Do to Install WordPress Here's the quick version of the instructions for those who are already comfortable with performing such installations. More detailed instructions follow. If you are not comfortable with renaming files, step 3 is optional and you can skip it as the install program will create the wp-config.php file for you. Download and unzip the WordPress package if you haven't already. Create a database for WordPress on your web server, as well as a MySQL user who has all privileges for accessing and modifying it. (Optional) Find and rename wp-config-sample.php to wp-config.php, then edit the file (see Editing wp-config.php) and add your database information. Upload the WordPress files to the desired location on your web server: 17

19. If you want to integrate WordPress into the root of your domain (e. move or upload all contents of the unzipped g. http://example.com/), WordPress directory (excluding the WordPress directory itself) into the root directory of your web server. If you want to have your WordPress installation in its own subdirectory on your website (e.g. http://example.com/blog/), on your server and upload the contents of the unzipped WordPress package to the directory via FTP . Note: If your FTP client has an option to convert file names to lower case, make sure it's disabled. Run the WordPress installation script by accessing the URL in a web browser. This should be the URL where you uploaded the WordPress files. If you installed WordPress in the root directory, you should visit: http://example.com/ If you installed WordPress in its own subdirectory called blog, for example, you should visit: http://example.com/blog/ That's it! WordPress should now be installed create the blog directory UNDERSTANDING THE DASHBOARD The Dashboard is the first screen you see when you log into the administration area of your blog. The main idea of the dashboard is to give you a place where you can get an at-a-glance overview of what's happening with your blog. You can catch up on news, view your draft posts, see who's linking to you or how popular your content's been, quickly put out a no-frills post, or check out and moderate your latest comments. It's like a bird's eye view of operations, from which you can swoop down into the particular details. 18

20. DASHBOARD The Dashboard contains the following modules: At a Glance Quick Draft Activity Your Stuff What's Hot Stats 19

21. At a Glance The At a Glance module is exactly what it sounds like! It offers an “at-a-glance” look at your blog's posts, pages, comments, theme, and spam. Click on the links and you'll be taken to the associated screen. There is a count of your total comments and spam caught by Akismet. You can also click on the numbers to load the appropriate comments screen. 20

22. Quick Draft Quick Draft is a mini-post editor that allows instant content creation from the Dashboard. You can include a title and body text in the post, and save it as a Draft. For additional options such as adding categories or setting a future publish date, you should use the Add New Post screen. Below displays links to your most recent drafts, allowing one-click access from the Dashboard. If you click on any one of them you will be taken directly to edit that post. 20 21

23. Activity The module has a lot of new functionality to make working with comments quick and easy from the Dashboard. 22

24. If you hover your mouse over one of the listed comments, action links will appear, letting you Approve/Unapproved, Reply, Edit, See the History, Mark as Spam, or Trash. If you click on the Reply action link, a form will appear, letting you reply to the comment directly from the Dashboard. 23

25. Your Stuff The Your Stuff module displays links to your recent activity on WordPress.com. The module will display links to comments you've left on other WordPress.com blogs as well as links to posts on any of your blogs where you've recently made changes. What's Hot What's Hot is a module to show links to: Recent posts from the WordPress.com News blog Top WordPress.com blogs Top Posts from around WordPress.com Latest Posts 24

26. Stats The Stats module is a favorite of many users. It'll show you a graph of your blog's traffic as well as links to some popular areas of your blog. The graph works just like the graphs on the Site Stats screens, so you can click a point to see more information about that day's traffic. CHANGING THE DEFAULT SETTINGS Settings The Settings menu of your blog is where you will configure everything about how the blog works and functions. Personal Settings Manage your WordPress.com account personal settings, including instant post feedback, the dashboard color scheme, keyboard shortcuts for comment moderation, Twitter API, browser connection (toggle HTTPS), interface language, primary blog, proofreading, credit card details, edit your account username and email address (pertinent for account access, upgrade notifications, and ownership), website URL, and update your account password 25

27. Image Settings You can customize a variety of settings for each and every image uploaded to your WordPress.com blog's media library. There are a few ways in which you can access the settings for your images, which are all outlined in this support doc. Writing Settings The Writing Settings control your WordPress writing experience. To change your site's writing settings: Go to the Writing Settings page. Select your site to open the Writing settings tab. Writing Settings The Default Post Category lets you select the category to be applied to a post if you forget to assign categories before publishing. Learn more about categories here. Discussion Settings Discussion Settings are used to control how visitors and other blogs interact with your site. Covers managing your default article settings, other comment settings, email notifications, requirements before a comment appears, comment moderation, comment blacklist, replying to comments via email, following comments for a post or page, following a blog, if avatars and Gravatar Hovercards are displayed, and the comment form prompt. Media Settings The Media Settings allows you to control how your media is displayed. These settings can be found on the Settings -> Media page. Image Sizes Image sizes allows you to change the maximum dimensions of images that are displayed on posts and pages. When setting a thumbnail size, the image will be cropped and resized Account Settings You can review and edit basic account information in Account Settings. To go to Account Settings, click on your Gravatar in the upper right-hand corner of your admin bar. Here is a direct link to Account Settings: https://wordpress.com/me/ account Account Settings Username Your WordPress.com username must be unique. You can change your username by typing in a new one into 26

28. Find a Setting All types of goodies can be found in the last couple sections of the bottom left hand side of your dashboard. We've listed some of the most useful tasks below. Adding Plugins & Uploading Themes Adding plugins and uploading themes are features unique to self-hosted installations of the WordPress.org software. We don't allow them here […] Language Settings There are two different language settings here at WordPress.com: your blog's language and the interface language, which are both, explain in this Support page. Reading Settings The Reading Settings control how your blog is displayed to visitors. You can access it via your Settings -> Reading page INSTALLING AND CUSTOMIZING THEMES A theme controls the general look and feel of your site including things like page layout, widget locations, and default font and color choices. WordPress.com has a wide range of themes for you to choose from in the Theme Showcase where each theme has an about page that includes features and instructions. New themes are always being added, so click on the Trending view in the Theme Showcase to see what's new and popular. You can change your theme as often as you like. Here's an example of a theme, Pictorico: 27

29. Activate a Theme To activate a theme, visit Appearance ? Themes in any site's dashboard or from the Theme Showcase and click the Activate button. The active theme will have a Customize button and will be listed first. Please note that the currently selected theme will not appear in the results when browsing or searching for other themes. Table of Contents ? ? Browse Themes To view all 360 themes available, visit the Theme Showcase or access the Appearance ? Themes menu option in your site's dashboard. If you do not see the Appearance menu option, this means that you are not an administrator on the site.You can sort themes by clicking the links for Trending, Popular, and Newest at the top left of the page, and you can filter those results for Free or Premium using the links at the top right. Additional filters are available in the Theme Showcase for popular types of themes such as photography, food, music, portfolio, business, and more. You can also filter by feature, such as Custom Header or Post Slider, or by layout, color, or price. Search Themes 28

30. Looking for a particular theme or a feature? Enter your keyword in the search box, and you'll only be shown themes that match. The search is real time and the count number shows the number of themes that match your search criteria. Note that the search results will be sorted according to your viewing mode, such as Trending. CONTENT MANAGEMENT IN WP Site Redirect Are you leaving WordPress.com? Would you like to redirect yourblogname. wordpress.com (as well as all of your permalinks) to your new domain name? Have you recently changed your blog address and need to redirect traffic to the new name? The Site Redirect upgrade lets you do just that — and managing the redirect couldn't be easier. Flickr Photos Flickr is a web-based photo management application which allows users to upload, organize, and share their favourite photos. It takes care of your image resizing, allows you to tag your photos, and even enables visitors to submit notes and comments on each photo. What's more, with just a few clicks, you can post a photo Contact Form A contact form is a great way to offer your readers the ability to get in touch, without giving out your personal email address. Messages are also filtered by Akismet! You can customize the contact form with multiple fields, change the email address where you'll be notified, and mark feedbacks as spam from your dashboard. 29

31. Comments Comments are a way for visitors to add feedback to your posts and pages. If you choose to enable comments for your posts, then a comment form will appear at the bottom of the posts and people can respond to what you have written. Custom DNS If you've mapped a domain to your WordPress.com blog, you can use Custom DNS records to make your domain compatible with other services not hosted at WordPress.com, such as an email provider. Learn how to add these custom DNS records here. Inviting Contributors, Followers, and Viewers If you'd like to invite others to publish posts or help approve comments on your blog, you can invite them to be a Contributor, Editor, or Author. If you want users to receive updates each time you publish new content you can invite them to be a follower/viewer. Adding Google Apps to Your Site WordPress.com has partnered with Google to make integrating Google Apps into your site as easy as possible. You can find directions for other email providers on our main Add Email page. Purchasing Google Apps Start on the Domains page,which is here: https://wordpress.com/domains/ Click the Register a New Domain button. Enter the domain you would like Following Blogs When you follow a blog on WordPress.com, all new posts from that site will appear in your Reader, where you can view all the latest posts published across all the blogs you follow. You'll also receive notifications of new posts by email. This support doc outlines the various ways to follow new blogs and manage the ones you currently follow. Windows Live Writer Windows Live Writer (WLW) is a blog publishing application developed by Microsoft. It is compatible with WordPress.com, giving our users an easy and convenient way to manage and compose their blog posts. WLW has many features that make blog writing a breeze: Add multiple blogs from different accounts WYSIWYG editor to give you an instant 30

32. Translation FAQ Getting Started Who translates WordPress.com? How can I get involved? Anyone can help by suggesting new translations. Thanks for helping us spread the awesomeness of WordPress.com around the world! What do I get out of it? Our undying gratitude, deeper knowledge of WordPress.com, UI in your language, helping other bloggers who also speak your language. CREATING CATEGORIES, PAGES AND POSTS Category Pages You can use a custom menu add a “tab” to your site which will display only the posts that share the same blog category. Step 1 Add a new blog post to your site. In this example, we will create a post about “Yoga.” Next Step Deleted Posts and Pages The Trash feature allows you to remove items without permanently deleting them. If you have previously moved an item to your trash folder, you can restore it within 30 days from the time the item was trashed. After 30 days the posts in trash will be automatically permanently deleted. Another user deleted the post or page Adding Images to Posts or Pages Images are a great way to add some color to your posts and break up blocks of text. Learn how to add images straight to your posts from your computer, another website, or from your Media Library. ADDING MENU TO SITE Custom Menus Custom Menus are a list of common links that are usually displayed as the main navigation for your site. The menu location can vary depending on your theme, and some themes offer additional menus such as social links menus. To add your first custom menu, follow these steps: Create a Custom Menu Go to Custom Menu WidgetThe Custom Menu Widget allows you to display pages, categories, and custom links in your blog's sidebar. (To use it, you first need to create a custom menu.) 31

33. Add a Social Links Menu Social media icons can be displayed on your site in different ways. These small social media buttons link to services like Twitter and Facebook, allowing visitors to quickly access your social profiles. Some themes offer a special custom menu for adding your social media icons, and this page explains how to set up that type Advanced Menu Settings Once you have created a custom menu and added any pages, category pages, or custom links you like, you may want to check out these advanced menu capabilities to get the most out of your custom menu. Screen Options Adding Individual Posts, Tag Pages, and Post Format Pages In addition to Pages, Links, and Categories ADDING WIDGETS TO SITE Widgets Widget is a fancy word for tools or content that you can add, arrange, and remove from the sidebar(s) of your blog. Widgets make it easy to customize the content of your sidebar(s). Learn about adding, configuring, and removing widgets, and see all the widgets we offer. Also, manage your widgets using accessibility mode, and troubleshoot widgets. Open Table Widget Open Table is a website that allows you to reserve a table with restaurants that use the service. If you own a restaurant and would like to provide the option for visitors to book a reservation with Open Table from your site, you will need to use the Confit Theme or Bon Vivant Theme. Adding the Open Table Widget First, you will need INSTALLING USEFUL PLUGINS FOR SITE FEATURES Plugins Plugins are tools used to extend the functionality of the WordPress platform. However, they are only applicable to self-hosted blogs and web sites using the WordPress.org software. Plugins are not permitted here at WordPress.com for various security reasons. 32

34. SEO SPECIFIC PLUGINS Some Specific plugins that may help you for best seo support. Just Like. Google Analytics Google Analytics support on WordPress.com is available as a feature of the WordPress.com Business plan. Visit Settings ? Analytics under My Sites to enable Google Analytics. WordPress.com has built-in stats tracking with reports that offer quick, at-a-glance views of the traffic on your site. New posts, likes and comments are shown alongside visitor activity. Google Integration There are loads of cool things you can do with all of the cool services Google offers. Here are the ways you can make the most of Google on your WordPress.com blog. Post Comments using your Google+ Account When you want to post a comment on a WordPress.com blog, you can post as a guest Search Engines This support page covers why your blog might not be in Google, how to include your blog in — or remove your blog from — Google search results after changing your privacy settings, and meta tags and sitemaps. Google+ Embeds Embedding a Google+ post to your WordPress.com post or page is as easy as pasting the URL of the post on its own line. The Google+ post will be fully embedded into your WordPress.com post, and will include: The title and text of the post Action buttons allowing your readers to either +1 the Google+ Google Docs Google Docs is a popular service for managing documents online. You can easily embed your Google Docs spreadsheets, documents, forms, and presentations into your WordPress.com blog by copying and pasting the embed code. Privacy Before you share a Google Docs file, please make sure that the document is public. 33

35. Google Calendar Google Calendar is a free calendar application that makes it easy to keep track of life's important events all in one place. You can embed a Google Calendar into your WordPress.com blog by following the steps in this support document, and you can also embed it into your sidebar. WordPress.com Search All public blogs hosted by WordPress.com are indexed and can be searched via http://search.wordpress.com/. By default search results are ordered by relevance, with the option to sort by date. The WordPress.com search engine indexes only the body text of posts, pages, and comments content. Searches for keywords found only in the blog name, post titles Google Maps offers powerful, user-friendly mapping technology and local business information — including business locations, contact information, and driving directions. You can embed a Google Map into your WordPress.com blog using the instructions in this support doc. Search Widget The Search widget adds a search box to your blog sidebar or footer, allowing readers to easily search your site for posts and pages you've written in the past.Here's an example of what it looks like in the Twenty Eleven theme: Note: Some themes have a search bar built into the header. 34

36. SEARCH ENGINE OPTIMIZATION WHAT IS SEARCH ENGINE? Search Engine is a program that searches and identifies particular items in its database that correspond to keywords (search query) by the user, used especially for finding particular sites on the World Wide Web. It is a software system that is designed to search for information on the World Wide Web. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs). The information may be a mix of web pages, images, video and other types of files. TYPE OF SEARCH ENGINES There are many different types of search engines made by different companies; the most popular ones are Bing, Yahoo, and Google. Other is listed below: AllTheWeb Teoma Inktomi AltaVista LookSmart Open Directory MSN Search AOL Search AskJeeves HotBot Lycos Netscape Search WHAT IS SEARCH ENGINE OPTIMIZATION? The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. 35

37. SEARCH ENGINE OPTIMIZATION TYPE Black Hat SEO Black hat SEO is the use of techniques that are unacceptable to search engines to boost a page's position in search results. These techniques are intended to trick search engines into giving pages higher positions in search results, and they have no benefit to site visitors. The goal is to improve search engine result positions no matter what it takes to do it. White Hat SEO White hat SEO is ethical SEO. Its SEO techniques that search engines accept. White hat SEO techniques are beneficial for site visitors as well as for search engines. The goal of white hat SEO is to improve search engine result positions via methods that won't cause search engines to penalize the site. Successful white hat SEO is slower than black hat SEO and is an ongoing process.ing for link exchanges with relevant sites (considered by some to be gray hat SEO) Gray Hat SEO Gray hat SEO is SEO techniques that take more risks than white hat SEO techniques but aren't likely to get your site banned from search engines (although a search engine penalty could result). They're questionable SEO techniques but not in the same category as black hat SEO techniques.However, what's considered gray hat SEO today might be black hat SEO next year. SEO LIFE CYCLE? 1. KEYWORD RESEARCH Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the “right” keywords can make or break your website. So here are some ideas that will speed up your keyword research and make your search engine optimization more effective: 36

38. The long tail of keyword research Long tail keywords are those three and four keyword phrases which are very specific to whatever you are selling. Why SEO for profit must target groups of keywords You know targeting keywords is important, but targeting single keywords with your SEO is unlikely to be profitable How to optimize a web page using keywords Optimizing your content – so the search engines can find it – is crucial to getting your site seen, searched and approved by the public. Targeting your primary and secondary keywords 1. KEYWORD PLACEMENT Where to place your keywords is going to depend on the targeting market and the search engine that will be ranking your pages in its results. 2. COMPETITION ANALYSIS The second step is competitor research. In this instance we are talking about SEO, but researching your competition is important in virtually every aspect of business, even in the real world. In terms of SEO your main aim is to understand what your competition is doing right and also finding areas that they could be doing better. Then adjust your approach to compete them. 1. ON PAGE OPTIMIZATION / RANKING FACTORS On-page SEO gets left out a lot these days – it's not that it isn't considered important, just that it 'should' be fairly simple. You're on-page SEO should be covered by the site architecture and by covering a few basics: Page Title Description H1 Tags Strong Tags Canonical Pages Image Alt Tags Content Etc…........ 37

39. 1. OFF PAGE OPTIMIZATION / RANKING FACTORS Once your site is built and laid out nicely there's nothing to stop you building some delicious links. I tend to do the on page SEO for the home page as a basic step and then I start looking to build some links whilst I keep working on those other pages; adding content etc… DIFFERENCE BETWEEN ORGANIC AND INORGANIC Organic Search results: These are those results which are not paid means unpaid. In this type of search results are shown based on their relevancy of websites which include unique content, user friendly and website page speed. Google displays those websites to maintain their credibility and this is what on which Google works the most. In-Organic Search results: This organic search result are paid which is achieved by making landing pages and run those pages for ads like Google ads and Bing ads. But there are many technicalities in running ads like PPC to achieve ad quality. This kind of Search result is for achieving fast result but this is not recommended for those who look for ROI (Result on investment). WHAT ARE SEARCH OPERATORS? A search operator (sometimes referred to as a search parameter) is a character or string of characters used in a search engine query to narrow the focus of the search. Google advance search operators are useful search queries that can help you determine your competitive environment and assess the level and degree of work that an SEO campaign requires. Here are the Google search operators most commonly used by SEOs: 38

40. 1. site: Site: that are indexed by Google.If you find a large discrepancy (> 20%) between the number of web pages indexed and the number of pages you have published, you will need to identify and resolve the technical issues that may be blocking web crawlers. will show you the number of pages in your website www.website.com 2. Allinurl: For a quick way to see if a specific page is indexed, you can use the allinur : query. Google will return the page in its results www.webpage.com page if it is indexed or show no results if it isn't. 3. link: Link: Since link popularity is an important search engine ranking factor, it's important to determine how many links you have, and how many you need. You should definitely use this search query on your competitors. It's important to note that Google link operator has taken a huge beating from the SEO community for its lack of accuracy. will display all sites linking to this particular webpage. www.webpage.com 4. Allinanchor: Keyword returns all the pages/sites that have links from other pages that contain those specific keywords in link anchor text. 5. Allintitle: Keyword returns a list of websites that contain the keyword in its title tag. 6. allintext : Allintext: keyword tells Google to display web pages that contain that particular keyword in the body of the page. It tends to give prominence to documents that contain the keyword at the beginning of the body text. 7. cache: Cache: your web page and what version of the page it has in its cache. Cache: keyword will show you the keyword or key www.webpage.com phrases highlighted within the cached content. will show you the last time the Google crawled www.webpage.com 39

41. 8. info : Info: the latest cache date, other similar web pages, web pages that link to your site, web pages within your site and web pages containing the your domain name. shows a variety of data about that web page, such as www.webpage.com WHAT ARE KEYWORDS? Keywords are the words and phrases that Internet users type into search box of a search engine, such as Google, to find what websites that match what are looking for. A keyword is generally a word or phrase that is a topic of significance. Searchers use keywords as a way to identify and verbalize their problem or topic in which they're looking for more information. Businesses create content around relevant topics to their business which helps them rank and be the content in which searchers find. Why do you need keywords? Keywords are the foundation of your website content. Keywords help visitors and potential customers understand the purpose of your page. Keywords help search engines understand the purpose of your page. TYPES OF KEYWORDS Primary Primary keywords are the ones (mostly one or two) that are given the most importance while optimizing a web page. They appear on the most vital areas like the header – footer –inbound anchor text – H1 tags – Meta tags etc. Primary keywords should be repeated with a certain amount of keyword density throughout the page. Secondary The secondary keywords are the ones that are less important and support the primary keywords for its marketing. They are many a times combination of one or more keywords and can be used with or without more combinations at different places. They form the lesser proportion of keyword density. They are keywords that other sites have already optimized for and therefore may be difficult to break into the top 10 search engine page results. 40

42. Long Tail Keyword Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy. GOOGLE KEYWORD RESEARCH TOOL Keyword research is the process of determining what keywords are used in search engines by users. Goals of keyword research include the following points: Identify the broadest possible set of keywords used by potential customers. Determine which keywords are most popular and thus represent the primary targets for SEO and keyword advertising. Identify keywords whose search engine ranking is realistically obtainable by SEO. Determine what negative keywords will make keyword advertising most cost effective. Identify customer language that can influence branding and messaging. Develop additional content based upon user terminology. This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the Ad Words Traffic Estimator, adding a more structured and integrated workflow as well as all sorts of new bells and whistles. 41

43. What's A Keyword Planner? The Keyword Planner is a more focused version of the Google Keyword Tool and AdWords Traffic Estimator tool, and the focus is on doing one thing only: to make it easier for advertisers to get through the process of creating new ad groups and ad campaigns, which is the key to getting your PPC accounts off to a good start. The Keyword Planner has a “wizard” type interface. The first step in the process is to determine how you're going to go about creating your ad campaigns and ad groups. You're asked to pick one of 3 possible paths: Search for Keyword and Ad Group Ideas Enter or Upload Keywords to get Estimates Multiply keyword lists to get Estimates Here's what this looks like in Adwords: 42

44. Searching For Keyword & Ad Group Ideas The primary flow through the Keyword Planner is to “Search for keyword and ad group ideas.” Clicking on that option whisks you off to the next stage of the Keyword Planner, which provides a robust keyword workbench for researching and picking keywords to add to your AdWords account, illustrated below: Using this interface, the Keyword Planner lets you brainstorm keywords using any or all of the following three methods: By Keyword: you can type in a word or phrase relevant to your business By Landing Page: by entering a landing page on your site (or any competitor's webpages, for that matter), the Keyword Planner will scan and infer keywords that are relevant to those pages By Product Category: you can select from one of thousands of pre-defined keyword categories 43

45. Filtering Keywords from Your Keyword Plan Additionally, the Keyword Planner provides robust filtering capabilities so you can be super picky with what keywords you choose to add to your PPC account. For example, you can filter keywords based on the following ways: Average CPC: include or exclude keywords that fall above or below a desired Cost Per Click Estimated Search Volume: include or exclude keywords that fall above or below a desired monthly search volume Keyword Competition: you can narrow your list based on estimated advertiser competition Exclude Keywords Already In Your Account: the Keyword Planner can automatically exclude keywords that are already in your own Adwords account to avoid having duplicate keywords Filter by Keyword: you can specify to include or exclude keywords containing specific terms Setting Targeting Parameters Because keyword research requires analyzing keyword statistics in order to determine whether or not a given keyword makes sense for your business, Google lets you customize the keyword stats and performance estimates so that they're relevant to your campaigns. This means they let you specify targeting parameters such as language, country and search network. List View vs. Grouped View One nice feature is the ability to view keywords in the Keyword Planner that appear either in list view or in grouped view – this is analogous to the concept of keyword niches and keyword lists. 44

46. Your “Keyword Plan” As you discover promising terms looking at individual keywords or keyword groupings, you have the ability to add them to “Your Plan,” which is a temporary storage area for saving interesting- looking keywords and keyword groupings for later. The Keyword Plannermaintains state for the duration of your session – keywords that you add to “Your Plan” are saved while you're in the process of looking for keywords. Getting Estimates & Reviewing Your Plan The next stage of the Keyword Plan process involves setting a keyword bid and daily budget for your portfolio of keywords and keyword groupings. Since keyword volume and CPC bid estimates are based on your budget, bid, location and other competitive factors, you'll need to provide Google with some information in order to customize your estimates. For example, you could enter a bid of $50 and a daily budget of $2,000.00 and click on the Get Detailed Estimates button — the Keyword Planner will then generate daily estimates for Clicks, Impressions, Average ad position and costs, as shown below: 45

47. Once finalized, you can download your detailed keyword plan in a variety of different formats, such as Excel or Adwords Editor CSV, as shown below: Enter or Upload Your Own Keyword List Another way of running though the Keyword Plan process is to start using your own keyword list. Sometimes, when creating new campaigns, you may be fortunate enough to already be sitting on a treasure trove of keyword data (for example, several years of Web analytics data, including valuable keyword referral data). If you're in this enviable position, it may make sense to start the campaign creation process using your own keyword list rather than the generic keyword suggestions you get from the Keyword Suggestion Tool. Here's what that looks like: 46

48. If you're in this enviable position, it may make sense to start the campaign creation process using your own keyword list rather than the generic keyword suggestions you get from the Keyword Suggestion Tool. Here's what that looks like: 47

49. When you press the Get Estimates button, you'll be taken through the rest of the Keyword Plan process as described above — the only difference is that you'll be looking at your own keyword list rather than the generic keywords suggested via the Google Keyword Tool. Multiplying Keyword Lists Using Keyword Planner A third and final way to work thorough the Keyword Planner is to mash-up and multiply keyword lists. For example, you might want to multiply a bunch of names of products with colors and word modifiers to come up with every imaginable keyword permutations, as shown below: 48

50. ON PAGE OPTIMIZATION In search engine optimization, on-page optimization refers to factors that have an effect on your Web site or Web page listing in natural search results. These actors are controlled by you or by coding on your page. Examples of on-page optimization include actual HTML code, Meta tags, keyword placement and keyword density. INITIAL SITE ANALYSIS Search Engine Optimization or SEO is becoming more and more competitive. A lot of companies over look market analysis, and do so at their own peril. Following Factors should be considered in insite analysis: Is there a market for your products/services? What products & Services is your competition offering? Who is your target Audience? What is your route to market? Put together a marketing strategy COMPETITION ANALYSIS 49