Introduction to SEO
How do Search Engines work?
- Indexing & Crawling Basics
- Optimizing Crawl Budget
- Intro to SEO
Organic Search vs. Paid Search Results
- Anatomy of a Search Result (Search Snippet)
- What is On-page SEO (Content, Architecture, HTML)?
- What is Off-page SEO/Link Building (Social, Content-based, PR)?
Keyword Research
- Finding Seed Keywords: Mind Map for Keyword Research
- Using Wikipedia, Forums for Keyword Research
- Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords
- Google Keyword Planner Tool
On-page SEO
HTML Basics
- Web Page Basics: What is HTML, JavaScript,CSS
- Basic HTML Tags to create a web page
- HTML Tags for SEO: Title, H1, META Tags, IMG, A
On-page SEO Elements
- Crawling: XML, HTML Sitemaps, Robots.txt
- Content Clusters (Creating SEO-based content)
- Negative on-page to avoid
Technical SEO
- URL Architecture
- Page Speed Analysis (GTMetrix / YSlow / Google Page Speed Insights)
- 301 Redirects
Mobile SEO
- App Store Optimisation
- Mobile Websites: Responsive, Adaptive, Dynamic
- Optimizing for Voice Search
Schema Markup
- What is Schema & Why is it relevant to SEO.
- Schema Types – Micro, JSON-LD
- Common JSON Schema Tags – Organisation, Website, Blog Posting LocalBusiness
- How Schema shows up in SERPs
Off-page SEO
Link Building
- What is Link Building
- Link Building Tactics
- Manual Link Building Process
- Link Building Metrics
Social SEO
- Quora
- YouTube Video SEO
- Slideshare, Scribd and other Social Channels for SEO
Local SEO
- What is Local SEO, Pigeon Update
- Google My Business, Bing Places
- Local Pages on your website
- Local Listings/Citations
Backlink Audits using SEMrush.com
- Backlink audit of one website
- How to audit backlinks of competitors and gain insights?
SEO Audit, Tools, Measurement
SEO Audits
- What are SEO Audits?
- Different Types of SEO Audits
- Complete SEO Audit with Checklist – Screaming Frog SEO Spider, SEMRush Backlink Audit, Page
- Speed Audit with GTMetrix / Google Page Speed Insights, Mobile Site Audit
- Google Search Console
Algorithm Updates
- History of Google Algorithms
- Panda, Penguin, Pigeon, Caffeine updates
- RankBrain and the Future of SEO
Measurement with Google Analytics
- Basics of Google Analytics
- SEO Metrics to Measure – On-page, Off-page, Technical
- SEO Reporting
SEO Resources, Careers in SEO
- Top Blogs to follow for SEO
- Free Learning Resources – Moz, Google Analytics
- A career in SEO
Introduction to SEM – Fundamentals & Case Studies
- Consumer Journey
- What is SEM? Why SEM?
- What is Google AdWords? Why Google AdWords?
- Google Network
- AdWords Terminologies
- How Does the SEM Auction Work?
- Structure of an AdWords Account
- Campaign Types – Introduction to Search, Display (including Videos),
- Shopping and Mobile-specific campaign types, and when/why to use them.
- Creation of Search Network Campaign
- Ad
- Ad Formats
- Ad Text Policies
- Ad Text Best Practices
- DKI
- Ad Extensions
- Keyword Research
- Tools – Keyword Planner & Estimator
- Keyword Match types
- Keyword Strategies
- Landing Page
- Bidding and Budget
- Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc
Creation of Google Display Network
- GDN Targeting Options
- Display Ad Formats
- Ad Gallery Tool
- Conversion Tracking
- GDN Campaign Creation – Demo
- Remarketing
- Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
- Advanced Display: Smart Display Campaigns
Mobile Ad Campaigns
- Universal App Campaigns
- Mobile-Specific Bidding and Targeting Strategies
- Measuring Mobile Ad Performance and Conversions Report Editor
- Optimization Strategies
- Account Audit Demo
Shopping Campaigns – Introduction
- What are Google Shopping Ads /Product Listing Ads?
- Where do they appear on Google? What Shoppers on the internet do?
- What retailers need? – New Advertising technologies
- Google Shopping set retailers up for success
- Features of Google Shopping Why PLA’s? And the path to creating PLA Ads
- Merchant Centre Steps
- Create Shopping Campaign on Google AdWords
- Track Performance and Optimize the Campaigns
YouTube Marketing – Introduction & Ad Formats
- YouTube Ad Formats
- YouTube Campaign Creation
- YouTube Analytics
- Video Campaign Optimization Tips
Getting Started with Social Media Marketing
Introduction to Social Media
Facebook Marketing
Creating Content for Facebook & Social Media
- Why Content is the foundation of SMM
- Psychology of Social Sharing
- Building Content That is Inherently Shareable
Tools for Content Creation
Facebook Marketing
What is Facebook Marketing
- Facebook Page Best Practices
- KPIs to measure success
- Facebook Insights
- Facebook Business Manager
How does Facebook Advertising Work?
- Facebook Ad Campaign Objectives
- Facebook Ad Targeting
Instagram & LinkedIn Marketing
Marketing on Instagram
- Optimizing your Instagram business profile
- Crafting an Instagram content strategy
- Best Practices
- Influencer Marketing on Instagram
- Analytics & Measurement
- Instagram Ads
LinkedIn as a Marketing Platform
- LinkedIn for Personal Branding
- Brand Marketing on LinkedIn
- LinkedIn Company Pages
- LinkedIn Advanced Search
- LinkedIn Premium
- LinkedIn Ads
Twitter and Snapchat Marketing
Twitter Marketing
- Twitter Marketing for Brand Awareness
- Twitter Ads
- Twitter Analytics
- Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist
Snapchat Marketing
- Snapchat for business
- Building a following
- Driving Engagement
- Analytics & Measurement
Pinterest Marketing & Creating a Successful Digital Marketing Strategy
Pinterest Marketing
- Pinterest for business
- Marketing on Pinterest
- Best Practices
- Leveraging Rich Pins
- Analytics & Measurement
Social Media Marketing Tools
- Hootsuite
- Buffer
- TweetDeck
- Sprout Social
Crafting a Successful Social Media Strategy
- 10-step framework to crafting a successful Social Media strategy
- Building Content That is Inherently Shareable
- Creating Content for multiple platforms
- Generating content ideas and building a plan
- Effective Content Distribution
- Evaluating Success
Deliverability
- Setting-up an Email Marketing Machine
- ISPs, Hosting Facility and MTA
- IP/DNS and Shared vs. Dedicated IPs
- MX Record, Whitelisting, Response Handlers and Bounces
Effective Email Content
- Conversation
- Relevance
- Incentives
- Timing
- Creative & Copy
- Attributes
Customer Acquisition Strategies
- Rented List Emails
- Co-branded Emails
- Third Party Email Newsletters
- Viral Emails
- Event Triggered Emails
- House E-newsletters
Effective Creative Introducing
- CRABS- Does your Emails have Crabs?
- Email Template Model
- Best Practices
- NLP Demonstrations (Neuro Linguistic Programming) to Understand Customers Better
Nurturing & Automation
- Tools to Enhance Lead Nurturing
- Enhance Better Reach
- Analyze Behavior Patterns
- Analytics
- Automation and More
Resources to do situational analysis and progressive updates
- Customer Personal Toolkit
- Complete Email Marketing Worksheet
- Content Editorial Calendar
- Digital Marketing Strategy Toolkit
- Email Contact Strategy Template
- Email Campaign Calculator
- Email Marketing Health Check
- Structuring Digital Marketing Team
- Web Resources to Improve Subject lines, HTML Codes, Spam Testers and Deliverability Issues
Email Automation
Introduction to Automation
- What is Automation?
- How does it Work?
- What are the Benefits?
Choosing an Automation Platform
- Features & Functions Available
- What are Workflows? How to Create a Workflow?
- Cost
- Most Widely Used Platforms
Simple Automation Functions from MailChimp
- Click to Reply Options – Demonstrated
- Other Features Explained
- Results – Demonstrated – Practical
Attracting your potential customers into conversion funnel
- Various Ways to Build Reach Through Digital Marketing
- What are Engagement Magnets?
- How to Identify Right Set of Engagement Magnets for your Business?
- Effectiveness of Various Engagement Magnets
- Digital Reach Building Strategy Through Inbound Interest Generation
Converting your prospects into leads using emails
- What is Audience Aggregation?
- Benefits of Audience Aggregation
- How to do Audience Aggregation Through Emails
Landing Page
- Conversion Oriented Landing Page Design
- Investment in Landing Page
- Is it for me?
- What is it?
- Critical Concerns to Address on Landing Page
- What’s the Next Step?
Conversion Optimization
- Role of Conversion
- Understanding Customer Psyche
- Conversion Optimization
- User Flow and Persuasion
- Online Persuasion
- True Meaning of Landing Page User Flow and Online Persuasion
Conversion Optimization Patterns for Engaging website Visitors
- Patterns for Engaging Website Visitors
- Pattern #1 – Pop-Ups
- Pattern #2 – Pop Under Call-to-Action
- Pattern #3 – Inside Article CTA
Lifecycle Emails
- What are Lifecycle Emails?
- Where do Lifecycle Emails fit in?
- Tools used for Lifecycle Emails
- Lifecycle Emails – Case Studies
- Lead Nurturing with Drip Email Marketing: Implementation
1. Integrated Digital Marketing Strategy
Build an Integrated Digital Marketing Plan by understanding how to work on the concepts of conversions, define objectives, measure, evaluate and tweak your plan. You will also learn how to execute the strategy, what is the skill set required, how you can outsource your marketing activities.
1. Introduction
2. The Customer
- India demographics: overall market view
- India on Digital – digital trends: internet users, male v/s female, age groups,
- Devices, multi-screening,
3. Marketing Principles: AIDA, Purchase Cycle, Moments of Truth
4. Recap of Various Digital Channels: Digital POEM
5. Creating Digital Moments of Truth – AHA Moments
6. Digital Strategy: Branding v/s Acquisition. What would differ?
7. Analytics
- Measurement: What do you measure? How can you measure (site analytics, cross-device) – sneak peek into the technology that powers this (cookies, user identity)?
- Attribution: various models, cross-device
8. Case Study: A look at the web presence of Starwood Hotels (more engagement less transactional)
9. Campaign Optimization – Test, Learn, Deploy what works. Repeat
10. Case Study: A look at the web presence of MakeMyTrip (acquisition focus, less engagement)
11. Trends
- What are people doing on the internet?
- Power of the internet (Arab Spring, #MeToo, US Elections, branded: Jago Re, Internet brands – OnePlus)
12. Tools for Measurement
2. Affiliate Marketing
You will be introduced to Affiliate Marketing, Models of Affiliate Marketing. Study how to generate and convert leads. In the session guidance to success with Affiliate marketing will be provided.
- Definition
- Purpose/Where and why is Affiliate Marketing used
- Resources required to get started with Affiliate Marketing
- Top Players in the market for Affiliate Marketing
- Re-Brokering and Payout models
- Segregation of Affiliate Marketing
- Web
- Display Inventories
- Email inventories
- Campaign types (CPM, CPC, CPV, CPA etc.)
- Tracking methods
- Fraud analysis and types of fraud
- Key Optimization methods
- Budget planning
- Key Players
- Mobile
- Attribution Tools
- Incent vs Non-incent inventories
- Tracking Methods
- Campaign Types (CPI, CPS, CPA etc.)
- Fraud Analysis and types of fraud
- In-app events optimization
- Budget Planning
- Key Players
- Overall Affiliate Marketing Budget and strategy planning
- Facts and Current industry numbers for Affiliate Marketing industry
- Global leads and affiliate marketing programs you can join today
3. Media Planning & Buying
- Setting up the objectives
- Understand the key tasks to draft an “awesome” digital media plan
- Segmentation & targeting of the audience
- Best practice to execute the campaigns post the media plan
- Understanding multiple formats & appropriate for our targeted digital platforms
4. How to become a Freelancer in Digital Marketing?
Learn how to sell digital marketing services by assessing the brand’s necessity to reach out to the customers. You will generate customized reports, evaluate other digital marketing service providers and prepare metrics to track performance.
- Assessing Brand’s Necessity To utilize Digital Marketing Services
- Assessing How The Brand Is Currently Reaching Out To Customers?
- Generating Custom Reports & Automated Reports
- Evaluating Other Digital Marketing Services Providers
- Creating Customized Presentations and Proposal
- Setting Expectations and metrics to track performance
5. E-commerce Listing and Marketplace Selling
Explore how the billion dollar industry of online market is shaping up. How do we be a part of the new age e-tail? The pros and cons of listing online/marketplace model and brand’s own website. This module will help you understand the various Models that Exist and how to set up your own store and how to drive marketing campaigns for conversions and sale.
- Learn how the billion dollar industry of online market is shaping up. How do we be a part of the new age e-tail?
- Understanding Different Models – Individual Brand Store and Marketplaces
- Creating Your Own Store with Shopify
- Solutions for Payment Gateway/Shipping/Order Fulfillment and other business Needs
- Marketplace walkthrough
- Marketplace Listing/Sign up Process
- Live Demonstration of Marketplace Panels
- Understanding Multi-Channel Retail and Solution Walkthrough
- Understanding the concept of Dropshipping with Case Studies.
- Advanced Facebook Ad Funnels for Driving E-commerce Sales and Conversions.
- Going Global and Selling Cross Border with your products
5. Programmatic Marketing
Familiarize yourself with Evolution & Growth of Programmatic Advertising. Know how real-time bidding works, its types, its advantages and challenges, and myths related to programmatic marketing.
- Evolution & Growth of Programmatic Advertising
- Understanding Real-time Bidding
- How Programmatic Advertising Works
- Types of Programmatic Advertising
- Advantages and Challenges
- Myths of Programmatic Advertising
6. Adobe Analytics – SiteCatalyst
Learn how to use Adobe Analytics to analyze data of your digital platform and strategies digital marketing plans for your business based on the results.
- Why do you need to analyze data of your digital platform?
- Calibrate the digital marketing strategies on the basis of results
- How to create a digital measurement strategy?
- How to utilize the best of class tools to understand the needs of your audience and cater to them with the relevant products and services?
- How to measure the ROI from different marketing channels?
7. How to create an Infographic Resume
Gives yourself the ultimate advantage in a competitive job market by strategically designing your resume to convey specific information in a visually compelling manner. Create a brand new designer resume with our power packed Infographic resume module.
- Your outstanding Infographic Resume Toolkit
- Learn basics of Infographic
- Learn to convey information Quickly and Clearly
- Learn to hold attention with bespoke text and design
- Knowledge of open source design software
8. Content Marketing (in association with LinkedIn)
You will identify the myths about Content Marketing and know the tactics to create “Good” Content. You will learn to develop a Framework to begin a content marketing program, show ROI for content programs. Also, explore key resources and tools to create and curate content with this module.
- Myths about Content Marketing
- Identifying & creating “Good” Content
- Framework to begin a content marketing program
- How to show ROI for content programs
- About key resources and tools to create and curate content
9. Lead Sourcing
- How To Use Google To Source Information
- How To Use Google To Ping Specific Domains For Information Such As Email Ids
- How To Validate Email Ids
- How To Source Segmented Database(however Possible)
- Learn To Source Email Ids Of Anyone Who Represents A Corporation
- Understand how to Source Information Directories
- Learn About Known Sourcing Softwares/apps/plugins
- Learn How To Use Sourced Databases
10. Digital Marketing with Chat GPT and AI Tools
- Learn to create an effective Customer Persona
- Creating ads for Facebook, Google, and LinkedIn
- Social Media Content Planning & generating engaging social media updates using Chat GPT
- Identifying hashtags, topics, and keywords for social media posts
- Using Chat GPT to create compelling emails, effective subject lines and assess email potential
- Creating and optimizing funnels for your business and marketing channels
- Identifying bottlenecks and drop-off points
- Generating insights from marketing metrics
- Understanding how to use prompts in Chat GPT for digital marketing tasks
Saksham Chhabra
Nazmul
Shayak Munshi
Shinjini Mazumdar
Karan Devishankar
Pragya Priyadershini
Jahnavi Anumukonda
Meenakshi Mahalwal
