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Digital Marketing Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.[when?] 1.	Segmentation: more focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors. 2.	Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.

Digital marketing activities are: search engine optimization (SEO): SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO is a technique for: •	designing and developing a website to rank well in search engine results. •	improving the volume and quality of traffic to a website from search engines. •	marketing by understanding how search algorithms work, and what human visitors might search. SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text. How Search Engine Works? Search engines perform several activities in order to deliver search results. •	Crawling - Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google). •	Indexing - Process of creating index for all the fetched web pages and keeping them into 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. •	Processing - 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. •	Calculating Relevancy - It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string. •	Retrieving Results - The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. What is Search Engine Rank? When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank. SEO is the process of designing and developing a website to attain a high rank in search engine results. What is On-Page and Off-page SEO? Conceptually, there are two ways of optimization: •	On-Page SEO - It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc. •	Off-Page SEO - It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc.

SEO Advance On Page Optimization Keyword Research and Optimization Meta tags development Content Optimization Header tags optimization Alt tags optimization Title tags optimization Internal linking structure optimization XML Site map development and submission to Google Keyword density optimization Descriptive HTML Site Map Robot.txt optimization Generating and adding Google Analytic Local Search Engine Submission Off Page Optimization Articles posting in different articles sites (1 article in a month) Social Bookmarking sites submission Reciprocal link exchange Submitting To famous directories (DMOZ, Yahoo) Manual Submission To Search Engines(Google, Yahoo, MSN) Submitting To directories (20 Monthly) News posting in different News sites Map creation Yahoo Google msn

SEO techniques are classified into two broad categories: •	White Hat SEO - Techniques that search engines recommend as part of a good design. •	Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing. White Hat SEO An SEO tactic is considered as White Hat if it has the following features: •	It conforms to the search engine's guidelines. •	It does not involve in any deception. •	It ensures that the content a search engine indexes, and subsequently ranks, is the same content a user will see. •	It ensures that a web page content should have been created for the users and not just for the search engines. •	It ensures good quality of the web pages. •	It ensures availability of useful content on the web pages. Black Hat or Spamdexing An SEO tactic, is considered as Black Hat or Spamdexing if it has the following features: •	Attempting ranking improvements that are disapproved by the search engines and/or involve deception. •	Redirecting users from a page that is built for search engines to one that is more human friendly. •	Redirecting users to a page that was different from the page the search engine ranked. •	Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic. •	Using hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections. •	Repeating keywords in the metatags, and using keywords that are unrelated to the website content. This is called metatag stuffing. •	Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called keyword stuffing. •	Creating low-quality web pages that contain very little content but are instead stuffed with very similar keywords and phrases. These pages are called Doorway or Gateway Pages. •	Mirror websites by hosting multiple websites - all with conceptually similar content but using different URLs. •	Creating a rogue copy of a popular website which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious websites. This is called page hijacking. Developing an SEO Friendly Website: o	In order to acquire high rank and make your website search-engine-friendly, you need to follow the given guidelines: Build a website that search engine can read and understand. Use the technology such as CSS. o	 Create a sitemap to make search engine help discover every page of the• website. o	 Get links from trusted sources o	 Use Accurate keywords to get your page captured. o	 Add Meta tags and text to your images. o	 Make sure that your HTML code is error-free. o	 Check and act upon for broken links. For example, 404 errors. o	 Remove any hidden text. o	Do not plagiarize content from other websites. Keep original content. o	 Keep the content up-to-date. Basic Preparations: 	Place logo, taglines, and primary descriptions on the page to create the best possible first impression of the user. 	Avoid providing horizontal scroll bar .• Use text links in footer. They support navigation and are very useful for both users and search engines. 	Use breadcrumb navigation to facilitate users to track their location within your website. It helps search engines to understand the structure of your website. 	Consider each page as a landing page providing all the information to the user . Guide the user for next appropriate actions. 	Keep eyes on page loading time. A longer page loading timeincreases bounce rate and leads to lower ranking. 	Use appealing and relevant images in gif, jpg, or png formats that allow alt text support. Avoid pop-ups. They are annoying. • Create an unavoidable, catchy, and informative landing page. Content Optimizing Aspects : 	Use html heading elements (H1 to H6) to include descriptive headlines and take advantage of their importance for the search engines. 	 Use the Keyword Analyzer tool. Using long text and/or excessive keywords is not a good practice. 	 If you want the text to be indexed, do not add it in images or animations. Web Design and Marketing Aspects : 	Use clear Call to Action to ask users to proceed for conversion.Keep the process of conversion as clear, simple, and unambiguous as possible so that user understands and converts. 	 Use user interaction where required such as asking to comment or share. 	 Incorporate social media buttons suit. 	 For multilingual websites, the menu may require more space than it does for English. 	 Reserve some space for advertise banners. You can use the standard sizes for banner Ads. An attractive and user friendly design of website is more likely to attract the links, better ranking, reducing bounce rate, and increasing the average time on site. Technical Aspects: 	Avoid building complete websites in flash. 	Use JavaScript and jQuery plugins to bring out the same effects when possible. Do not excessively use it as some mobile devices cannot handle them correctly. 	Do not use flash for navigation. 	 Ensure your website design fits to the standard screen resolution, typically 1024×768 pixels. Take the help of Google Analytics to know widely used screen resolutions. 	 Test the website on various browsers to ensure it renders properly. 	Deactivate flash and other plugins to see the content as a search spider does.• Alternatively you can use the Spider View feature of the Web SEO Analysis tool. •	 search engine marketing (SEM) •	 content marketing, •	 influencer marketing •	 content automation, •	campaign marketing •	 e-commerce marketing, •	 social media marketing, •	social media optimization, •	 e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.[6]

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Google Analytic code The JavaScript tracking snippet Adding the following code (known as the "JavaScript tracking snippet") to your site's templates is the easiest way to get started using analytics.js. The code should be added before the closing tag, and the string 'UA-XXXXX-Y' should be replaced with the property ID (also called the "tracking ID") of the Google Analytics property you wish to track.

(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*new Date;a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-XXXXX-Y', 'auto'); ga('send', 'pageview');

The above code does four main things: 1.	1. Creates a element that starts asynchronously downloading the analytics.js JavaScript library from https://www.google-analytics.com/analytics.js 2.	2. Initializes a global ga function (called the ga command queue) that allows you to schedule commands to be run once the analytics.js library is loaded and ready to go. 3.	3. Adds a command to the ga command queue to create a new tracker object for the property specified via the 'UA-XXXXX-Y' parameter. 4.	4. Adds another command to the ga command queue to send a pageview to Google Analytics for the current page.