Digital Marketing Course in Kochi

Search Engine Landscape

What is SEO?, What is Search?, What is a Search Engine?, What Search Engines are used for?, Why use SEO for your Business?, SERPs, Categorization of SERPs, Crawling, Indexing and Ranking, Technical SEO, How search Engines Work?, Evolution of Search Engines

SEO Audit

What is an Audit Reasons?, Benefits of performing SEO Audit, Search Engine Commands, Domain Information, Domain canonicalization, xml, txt, Custom 404 Page structure, Search Engine Friendly URL, Checking Broken Links

On-Page Optimization

What is On-Page Optimization?, Reasons and Benefits of On Page SEO, Keyword Analysis, URL Mapping, Title Tag, Meta Tag Description, Meta Keywords and Focus Keyword, Alt Tags, Header Tags, Anchor Text, Internal Links Creation, Creating Search Engine Friendly URL, Removing Broken Links

On Page Optimization Using WordPress Based Website – SEO Yoast

What is Yoast?, Installing WordPress SEO by Yoast, Individual Blog Post and Webpage Optimization through Yoast, Title Tag, Meta Tag Description, Meta Keywords and Focus Keyword, Alt Tags, Header Tags, Anchor Text, Internal Links Creation, Creating Search Engine Friendly URL, Removing Broken Links

Google Analytics and Google Webmaster

What is Web Analytics?, How Google Analytics works?, Why Google Analytics is needed for SEO Campaigns?, How to configure Google Analytics?, Google Analytics plugin configuration within WordPress, Checking Real-time Analytics, Looking at Geo (location) of overall audience., Users flow, Acquisition – All Traffic – Channels, Traffic achieved through organic search, In-Page Analytics.

Web SEO, SEO Profiler and Other SEO Tools

Google Commands: allintitle, allinurl, etc., Ahrefs Backlink Checker Tool, Webceo (Ranking and Reporting), Screaming frog (Audit Tool), Domain Tools, Archive Tools, Duplicate Content Checking Tool – Copyscape, Filling DMCA (Digital Millennium Copyright Act), SEO Profiler (Audit Tool)

Project – Off Page Optimization – Link Building

What is Off Page Optimization?, Benefits of Link Building / Off Page submissions, Directory Submission, Social Bookmarking, Article Submission, Google Map Listing, Guest Blogging, Press Release Submission, Blog Creation and Customization, Social Media Links.

Black Hat SEO Techniques to Avoid

Hidden Text, Doorway Pages, Google Bombing/Link Wheel, Duplicate Sites, Automated Submissions, Keyword Stuffing, Paid Links, Link Farming, Article Spinning

Online Reputation Management

What is Online Reputation Management?, Relationship between SEO and ORM, Listening Tools, Google Alerts, Social Mention, Tactics to rectify negative reviews, Use of Content

Algorithms and Google Updates

What is Algorithm?, Why Google updates Algorithms?, Google Panda, Google Penguin, Google Hummingbird, Google Mobile Friendly Update, Google Top Heavy Update, Google EMD Update, Google Pirate Update, Google Pigeon Update

What SEO projects will you be working on?

Project Work:

Project: Off-Page Optimization – Link Building

Problem Statement: It includes benefits of link building, directory submission, social bookmarking, guest blogging, social media links, and so on.

Introduction to Google Analytics

Understanding about Google Analytics, the importance of Google Analytics (GA) in the overall digital analytics strategy, creating a business plan by deploying GA, how GA helps marketers and analysts to improve the performance of the business by measuring the various metrics, working with the GA dashboard, the various elements, the various Report types, the standard Reporting Views in GA, customizing Reporting Views, creating goals and GA administration.

Google Analytics and Google Webmaster Tools

Setting up of Google Analytics account, inserting the right code on website, data optimization using search query data, tracking the different elements in the overall digital marketing strategy through web master, tracking content performance, the various metrics like average time spent, bounce rate, number of visitors, SEO results tracking, the various tools in webmaster, tracking of social media metrics, various additional functions done via Google Analytics like tracking offline marketing, app tracking, segmentation of traffic, video interaction and phone call tracking.

Audit and Conversion Tracking

The various steps in auditing of Google Analytics, measuring bounce rte by traffic type, filtering account, tagging of URL, tracking of website conversion, micro and macro conversions, generating custom reports, interpreting results by unifying it, tracking traffic source.

Features of Google Analytics

Benefiting from the various features of Google Analytics, introduction to additional advanced options available in GA for configuring of various tracking options, creating multichannel funnels, integrating CRM functionalities, apps and mobile websites, real time analysis using Google Analytics.

E-Commerce and Tracking

Deploying of GA for ecommerce tracking, understanding the various advanced techniques for ecommerce scenarios, GA enhanced commerce, the schema of enhanced ecommerce, working with various data like action, product, impression and promotion data, site mapping, creating template, the difference between reporting and analysis, analyzing multi-channel traffic source, onsite merchandising, analyzing of shopping behaviour, creation of ecommerce reports.

Mobile App Analytics

Deploying of Google Analytics for tracking the performance of mobile apps, measuring of user behaviour, the various metrics for mobile apps screen tracking, tracking features for both Android and iOS, event tracking for mobile apps, complete tracking of ecommerce app on the mobile.

Google Tag Management

Introduction to Google Tag Manager, tracking various analytics, and marketing metrics using the Google Tag Manager, the important rules to follow, designing website tags and coming up with firing rules, improving the performance of Google Analytics, containers and structure accounts, providing user permissions, setting up containers, previewing containers and learning about the various container versions.

Google Analytics Setup - Effective Tips

The best practices for setting up of Google Analytics account, generating customized dashboards, custom alerts, in-page analytics, custom report filtering, option for table view, Pan session analysis, Recency and Frequency Reports, deploying GA for matched query types, the keyword position and day parts.

What Google Analytics projects you will be working on?

Project: Google Analytics Project

Problem Statement: It explains how to navigate to the different report available in Google Analytics.

Introduction to Search Engine Marketing

Importance of search engine marketing to get the visibility and customers on the internet, the benefits of online advertising compared to other forms of advertising, advertising on Google, Bing, Yahoo and other search engines, networks and websites.

Keyword Research

Introduction to keywords, choosing the right keywords based on the business angle and what customers search on search engine, the various types of keyword matches and the significance of each keyword match type.

Google AdWords

What is Google AdWords, how Google AdWords works, the various sections of AdWords and best practices defined by Google, Bidding Strategy (CPC), Types of Bidding Strategy, Manual, Auto, Strategies for Advanced Level Bidding, Enhanced CPC, CPA, Flexible Bid Strategy, Advantages and disadvantages of Bid strategies.

Creating PPC ad campaigns

The Pay Per Click ad campaign, how PPC works, creating a new ad campaign, choosing the language, location and understanding the Google bidding process for PPC ads, various stages of ad campaigns, deploying split test in ads, AdGroups, Keywords, Ads, etc.

Getting the best out of Google ads

Introduction to various Google ad networks, Google Display network, advertising campaign types- Display, Search., Shopping and Video, comparison between Search and Display Campaign, deploying video ad campaigns, callout extensions and other special features of Google ads, understanding of how AdWords rank Ads?, Detailed description of AdWords Algorithm(Adrank), Quality score, Importance of Quality Score, CTR, Importance of CTR, Bids, Ad-extensions and its Types, Add Ad-extensions in Campaign, AdGroups Creation using tool.

Using metrics to analyze campaigns

Working with the various metrics in Google ad campaigns, monitoring the right metrics, taking the decisions based on the analytics, measuring the performance of ads, understanding the use of Conversion Tracking, Way to set up Conversion Tracking, Track Code in website, Verifying Conversion statistics

Optimizing the PPC ads

In-depth understanding what works in PPC ad campaigns, daily budget for ads, starting and stopping of the campaigns, importance of ad groups, ad positioning, ad rank, ad action, quality score of ads, cost per click calculations, Keyword Planner Tool different types of keywords-broad, exact, phrase, synonym negative, advantages and disadvantages of keywords, Ads Creation, Ad metrics, Display URL, Destination URL, write an ad copy?, Good and bad examples of Ads, ways to increase CTR, Quality Score and how to increase it, Significance of Negative Keyword, Evaluate Campaign statistics, Conversion Report in Optimization, Keyword Optimization, Ways to reduce OPC, Analyze competitors Performance, Analyzing your competitors performance, Identify Fraud Clicks

Creating targeted ad campaigns

Various aspects of targeted ad campaign, targeted placement, targeting the audience, demographics, creating dynamic ads with data feeds, Google sponsored promotion, understanding the audience list and having the right targeted approach.

Display Ad Campaign Creation

Display Campaigns – All features and Mobile App, Increasing engagement through Remarketing, Comparison between Display and Search Campaign Settings, Performing campaign settings, Google Ad Scheduling, Google Ad Delivery, Placement of Ads, Creating various AdGroups, Using display planner tool, Finding relevant websites for ads placement, Creating text ads, Creating banner ads using tools, Uploading banner ads, Examples of good/bad banner ads display campaign.

Google AdWords Express

Introduction to Google AdWords Express, how it differs from Google AdWords, the various features and advantages of AdWords Express, ensuring minimal management, getting the right performance of ads.

Reporting in PPC

Extracting the right reports with Google AdWords, key performance indicators, reporting segments, dimension tab and other useful reports in Google AdWords.

Remarketing Techniques

Introduction to remarketing, remarketing campaign setup, remarketing List Creation, creating advanced level Lists

Module 1 - Email Elements

1.1 Primary elements of an email
1.2 Email correspondence types
1.3 Email clients
1.4 Spam definition

Module 2 - Email Service Providers

2.1 What are email service providers (ESPs)?
2.2 Typical account features of ESPs
2.3 Developing a campaign
2.4 Reporting the features of ESPs
2.5 Legal responsibilities

Module 3 - Email Lists

3.1 Email list importance
3.2 Building subscriber lists
3.3 Techniques of creating lists
3.4 Disclosure of a subscriber
3.5 Subscribing and unsubscribing
3.6 Managing and maintaining a list
3.7 Optimizing the list with segmentation

Module 4 - Email Laws and Regulations

4.1 Privacy and ownership of data
4.2 California Consumer Privacy Act (CCPA)
4.3 GDPR
4.4 Laws and regulations on spam
4.5 How to prevent sending spam?
4.6 Reputation and deliverability of a sender

Module 5 - Measurements of an Email Campaign

5.1 Email funnel visualization: List quality and deliverability
5.2 Email funnel visualization: Conversion and engagement
5.3 Landing page essentials

Develop an Email Marketing Campaign

Build a personalized email for your company as part of the business marketing campaign with the help of Mailchimp. Also, build an interactive email that catches the attention of users and engages them.

Manage Email Lists

Use your Email Marketing and online marketing skills to engage and convert probate customers. Develop strategic Email Marketing lists to run targeted business campaigns.

Module 1 - Introduction to Social Media

1.1 Modern communication
1.2 Landscape of social media
1.3 Managing and monitoring reputation
1.4 Engagement of a customer

Module 2 - Social Media Planning and Strategy

2.1 Impact of social media on business goals
2.2 Integration of Social Media Marketing
2.3 Strategic business channels
2.4 Defining the target audience
2.5 Posting and promoting different types of content

Module 3 - Social Media Channel Management

3.1 Microblogging and social networking
3.2 Social media: Sharing images and videos
3.3 Other services

Module 4 - Tools for Social Media Management and Social Media Reports and Measures

4.1 Hootsuite
4.2 Link shorteners
4.3 Social Studio
4.4 Buffer
4.5 Social analytics tools
4.6 Key performance indicators (KPIs)

Module 5 - Social Advertising

5.1 Key factors of social advertising
5.2 Advertising campaigns

Social Media Marketing Projects

Create Instagram Advertisements

You have to create, measure, run, and track various advertisements on Instagram by publishing your ads on the platform to generate leads. Further, you have to analyze these ads to know what works for your organization and what does not.

Social Media Marketing Optimization

Optimize Social Media Marketing tactics used in your company by refreshing and mixing up your strategies for various popular social media platforms, such as LinkedIn, Instagram, Facebook, etc.

Module 1 - Digital Marketing Strategy Overview and Creating Narratives

1.1 What is a Digital Marketing Strategy?
1.2 Strategy obstacles
1.3 The integrated process
1.4 Building a narrative
1.5 Defining the objective

Module 2 - Needs of Customers

2.1 Positioning the needs of customers
2.2 Basic needs of customers
2.3 Customer experience
2.4 Describing the personas and segments of customers

Module 3 - Market Research

3.1 Categorizing keywords

3.2 Tools for keyword research

3.3 Researching on customers

3.4 Defining trends

3.5 Mapping the journey of a customer

Module 4 - Marketing Calendar

4.1 Mapping the demand for content
4.2 Building a visual organizer
4.3 Developing the content calendar
4.4 Assessing resources
4.5 Building videos and processes
4.6 Planning the correct channel mix
4.7 Content publishing
4.8 Engaging with multi-devices
4.9 Contextualization

Module 5 - Management and Measurement of Analytics

5.1 Analytics
5.2 Lifetime value of customers
5.3 Content drivers’ measurement

Digital Marketing Strategy Projects Covered

Creating Social Media Strategies

As a Digital Marketing Executive of an e-commerce company, you must create impressive marketing strategies to reach out to the targeted audience and generate leads.

Improving Customer Satisfaction

Being a professional in a Digital Marketing agency, you must come up with unique strategies that will improve the customer frequency and increase business productivity and efficiency.

Module 1 - Introduction to Mobile Marketing

1.1 Mobile marketing definition
1.2 Mobile marketing importance
1.3 Mobile as an engagement and promotional tool
1.4 Mobile advertising vs mobile marketing

Module 2 - Mobile Services and Products

2.1 Tools for mobile marketing
2.2 Services of location marketing
2.3 Ecommerce
2.4 Web applications on mobiles

Module 3 - Incentives and Promotions

3.1 Mobile channels’ incentives
3.2 Mobile incentive-offering techniques
3.3 Mobile promotions and incentives
3.4 Mobile coupons

Module 4 - Integration with Marketing Mix

4.1 Planning multi-channel marketing
4.2 Planning a mobile marketing strategy
4.3 Mobile marketing mix elements
4.4 Targeting and segmentation

Module 5 - Mobile Advertising

5.1 Mobile advertising and marketing
5.2 Channels for mobile advertising
5.3 Mobile ad types
5.4 Mobile advertising strategies

Module 6 - Mobile Analysis

6.1 Analyses types
6.2 Ad-based analysis vs mobile marketing
6.3 Mobile audience
6.4 Usage tracking techniques

Module 7 - Rules and Regulations

7.1 Code of conduct
7.2 Guidelines for mobile marketing
7.3 Laws of spam
7.4 Major market regulations

Mobile Marketing Projects

Optimization of Mobile Transactions

As a marketing intern in your organization, you must prepare the web page and emails for mobile users, create an advertisement for mobile phones, and optimize mobile transactions.

Building a Mobile Marketing Strategy

Mobile has become a crucial part of the marketing industry. As a Digital Marketing professional of your e-commerce organization, you need to create innovative mobile marketing strategies to attract more customers toward your company.

Module 1 - Content Marketing Overview

1.1 Content Marketing
1.2 Building a clear vision
1.3 Documentation of the Content Marketing strategy
1.4 Developing a statement for editorial mission
1.5 Create the hub, help, and hero content
1.6 Content Marketing techniques
1.7 Content effectiveness measurement
1.8 Measurement of ROMI

Module 2 - Vision for the Success of Content Marketing

2.1 Building a vision for successful Content Marketing
2.2 Story of the Michelin Guide
2.3 Volvo Trucks use case

Module 3 - Content Marketing Business Care

3.1 Budget for Content Marketing
3.2 KPIs and objectives
3.3 Impact of Content Marketing in business
3.4 Content Marketing challenges
3.5 Advantages
3.6 Creating a business care
3.7 Developing a strategy for Content Marketing

Module 4 - Targeting the Intent of Customers and Key Influencers

4.1 Targeting the intent over demographic
4.2 Targeting users on mobile
4.3 Targeting the intent on YouTube
4.4 Understanding the intent of the customer
4.5 Creating mobile-friendly web pages
4.6 Significance of influencer marketing
4.7 Augmenting process with influencers

Module 5 - Creating Engaging Content

5.1 Developing user-engaging content
5.2 User engagement with text and videos
5.3 Text vs video content

Module 6 - Effective Content Marketing Techniques for B2B and B2C

6.1 Use and effectiveness of B2B and B2C Content Marketing techniques
6.2 Illustrations and events
6.3 Email newsletters
6.4 Infographics
6.5 Online presentations and website content
6.6 Webinars and podcasts
6.7 Blogs
6.8 Books and e-books
6.9 Content tools
6.10 Digital and print magazines
6.11 Measuring the effectiveness of the content

Content Marketing Projects

Creating Content with WordPress

Being a Content Marketing professional in your company, you need to write well-researched blogs on WordPress depicting your services that will attract more customers.

Advertising Your Company

Being a member of the Content Marketing team in a startup, you need to create content such as blogs, articles, brochures, videos, etc. to market the brand and generate leads for the company.

Module 1 - Introduction to Website Conversion Rate Optimization

1.1 Success traits
1.2 An example from Amazon
1.3 Principles of persuasion by Robert Cialdini

Module 2 - Conversion Foundations

2.1 AIDAS
2.2 Information scent
2.3 Examples of scent

Module 3 - Knowing the Customers

3.1 Identification of the goals of the visitors
3.2 Modeling the customers

Module 4 - Developing the Message

4.1 Message identification
4.2 Effective selling
4.3 Microcopy

Module 5 - Landing Page Anatomy

5.1 Landing pages
5.2 Landing page elements

Module 6 - Design and Conversion Testing

6.1 Design elements
6.2 Fitting the page together
6.3 Conversion: Three key factors
6.4 Action factors

Conversion Rate Optimization Projects

Testing CRO

As a Digital Marketing professional, you need to use MVT and A/B testing to test your company’s Conversion Rate Optimization.

Generating Leads with CRO

You need to convert the existing traffic of your company’s website into leads or paying customers, using CRO.