Digital is the new way of life. We cannot imagine our day without mobile phone, Facebook, twitter and YouTube videos. As customers are more active and engaged on internet, especially on social media, advertisers are focusing on internet and social media platforms more and more. Leveraging this through digital marketing is becoming one of the very critical component of overall marketing strategy. With digital marketing, it is easier to reach large audience as well as closely track and monitor the costs.
Increasing important of digital strategies in marketing, gave rise to new job profile called digital marketer. There is a large demand for people who are skilled in digital marketing domain. Many professionals who are working in the domain of marketing started pursuing training programs to hone their skills in digital space. With glamour of digital world, fresh graduates also started getting attracted towards courses like distance MBA in digital marketing.
Power of Search
Search engines are like face of internet for the users like us. Most of the times, we start with a search engine when we are looking for something. This search may be for a product, a friend, for information about something in the form of image, video etc. Object of search may be different, but the starting point is always the search engine. Hence it is no surprise that Google gets thousands of requests per second.
Google gets 40000 search request every second. That is 3.5 Billion requests a day!
While searching, once the result is displayed we seldom go to the next page. We are often impulsive enough to choose one of the links shown on the first search page. So staying on the top of the search page is very vital for any business or the product. All efforts are driven towards reaching and staying put on the top of the first page.
There are two different ways in which this can be achieved.
- Search engine optimization(SEO)
- Search engine Marketing(SEM)
Distance MBA in digital marketing would cover these two crucial topics at length. Let us understand them in little more details.
Search Engine Optimization (SEO)
Would you wish to understand how to make your site appear on top place of google search page, just beneath the paid ads? Then you should be aware of a methodology known as Search Engine Optimization (SEO). Knowledge of SEO is quite crucial as you pursue career in digital marketing.
Search Engine Optimization involves an On-page optimization techniques and an Off-Page Optimization techniques. On-Page optimization consists of keyword analysis, competitor analysis, creating SEO friendly content, label optimizations and how to utilize excellent analytics. Off-Page optimization includes methods such as link building, blog writing, social book marking, Forum posting and so forth. Going beyond this, good understanding of Google’s search algorithms, latest trends and tools for performing SEO Audit would come in handy.
Google Webmaster Tool / Google Search Console
First step in going digital is to create your business website. Once this is done, next step is to attract user traffic to your site. As your webpages are free of errors and optimized for google search engine ranking, they start appearing in the top on the search pages. Google Webmaster or Google Lookup Console is a tool which can guide you for this. It can tell you errors and suggested improvements in HTML pages, crawling errors, security issues, HTTP error like 404 pages etc. The most important function it does is submitting your website contents for crawling. This makes it easy for Google search engine to discover contents present on your website. This will help your web pages appear in response to relevant search queries driving more traffic meaning more visitors onto your website.
Local SEO
Local SEO is a concept of matching buyers to services available in the local or neighborhood area. On the search page Local results appear for areas close to their place. For Example, when you search for a restaurant, school or shop, google shows relevant places in the areas near you. This local optimization is different and one should master nuances of it.
Search Engine Advertisement (SEM)
You want to purchase something, where you go first? Obviously the search engine. You tend to make the choice amongst what you see on the first page starting from top. Hence it is imperative that higher is the ranking on the page, more are the chances of clicks and conversions. As a result, there is huge competition to reach the first position on the search page. There is a bidding process based on how much one is ready to pay for the first spot.
Google AdWords
On Google search engine, very strong understanding of the platform is essential for being a Google Adwords or SEM Professional. Here the prominent focus is to optimize the allocated budget to get maximum possible number of impressions/clicks. Here, more innovative techniques like Ad scheduling, A/B testing, attributions etc should studied and put to best possible use.
SEO specialist with distance MBA in digital marketing
You can learn these techniques of search engine optimization as well as marketing through a distance MBA program. With good experience of working in the digital marketing domain, one can aspire to become a Search Engine Optimization ( or SEO) specialist or Google adwords specialist in very short tenure.
