1. Introduction to Digital Marketing

• Understanding Online/ Internet / Digital Marketing
• Traditional v/s Online Marketing
• Inbound & Outbound advertising
• Understanding visibility, Traffic, retention, positioning

2. Search Engine Optimization

• What is SEO and Its Importance
• Basics of SEO & Its Tools
• Types of SEO – White hat, Black hat and grey Hat SEO
• On- Page Optimization including :
  • Keywords Research & Analysis
  • URL Structure, Bread Crumbs
  • Title, Meta Tags, Description
  • Anchor Text, Alt Tags, Optimizing Images
  • Content Optimization
  • Internal Linking
  • Site Map HTML & XML
  • Canonical / 404 Implementation Web page redirections
  • Webmaster tool integration & monitoring
  • Creation of XML / HTML & it’s implementation
  • Uses of Robots.txt file & Implementation
• Off Page Optimization including :
  • Linking, External Linking, Link Building
  • Types of Links & Importance
  • Difference Follow & No-follow
  • Identifying Natural & Artificial Link Patterns
  • Authority Links
  • Back Link Analysis
  • Directory & Social Bookmarking
  • PPT, PDF, Video Submission
  • Blogs writing & Article Writing
  • Free Press Release
• Local SEO, Google Listing and Google Map Creation

3. SEM/Pay Per Click Marketing

• Understanding SEM & PPC
• Tools & Importance of SEM
• SEM V/S PPC
• Understanding Adwords
• Understanding CTR, CPM, CPC, CPI
• What is a Display/contextual ad
• Creating campaigns & Adwords
• Managing campaign & Bidding
• What is keyword planner, calendar, title, etc
• Competitor Analysis
• Google Express
• Creating Landing pages & Content Optimization

4. Website Planning & Creation

• Understanding internet, web server, domain, hosting etc
• Types of website
• Booking domain, adding web server
• Working on CMS based WordPress Website
• Adding Plug-ins

5. Web Analytics

• Overview of Google Analytics
• Google Analytics Filters, Goals and Funnels
• Overview of Google Analytics Reporting
• Google Analytics Report Types
• Related Google Analytics Tools and Services
• Driving Improvements with Google Analytics Data
• Webmaster Tools Assessment & Analysis

6. Social Media Marketing

• Social Media & Its Importance
• SMO (Social Media Optimization) v/s SMM (Social Media Marketing)
• Channels of Social Media & Understanding how they work
• Promoting Products or Services over Facebook, LinkedIn, Twitter, Instagram, Pinterest
• Measuring ROI through paid Social Media campaigns
• Video Promotion over YouTube, Daily Motion etc.
• Viral marketing and how it works

7. Content Marketing

• Content marketing and its Importance
• Tools of Content Marketing