Digital Marketing Training

Digital Marketing Training in Lucknow

is provided by Escalera Technologies in Classroom Mode. For

Digital Marketing Training

in other cities Escalera Technologies provide online sessions.


Syllabus is as follows:

Digital Marketing Basics

  • Basics of advertising
  • What is Digital Media?
  • Digital Media Vs. Traditional Media
  • Benefits of Digital marketing
  • Latest Digital marketing trends
  • Digital media marketing platforms
  • Digital Marketing strategy for websites
  • Types of Websites and CMS Tools
  • Ecommerce Website Development

Basics of Search Engine Optimization

  • How the search engine works?
  • Google Search Architecture
  • Ranking methodology
  • Understanding the SERP
  • Search Operators
  • Search Algorithm Updates
  • Panda, Penguin, Humming Bird and

Pigeon Update

  • Latest search updates and predictions

Google Webmaster Tools

  • What is GWMT
  • Adding site and verification
  • Setting Geo target location
  • Search queries analysis
  • Filtering search queries
  • External Links report
  • Crawls stats and Errors
  • Sitemaps
  • Robots.txt and Links Removal
  • HTML Suggestions
  • Url parameters (Dynamic Sites only)


Keywords Research and Analysis

  • Introduction to Keyword Research
  • Business analysis process
  • Practical case study
  • Types of Keywords
  • Keyword Research Methodology
  • Keywords Analysis Tools
  • Keyword generation ideas
  • Competition Analysis
  • Finalizing the Keywords List


WordPress CMS with HTML/CSS Basics

  • Types of Websites
  • Basics of HTML/CSS
  • What is Java Script
  • Why Word Press?
  • Word Press Installation on Server
  • Understanding the Dashboard
  • Changing the default Settings
  • Installing and customizing themes
  • Content management in WP
  • Creating categories, pages and posts
  • Adding menu to site
  • Adding widgets to site
  • Installing useful plugins for site features
  • SEO specific plugins


On-page Optimization

  • What is On page Optimization
  • Importance of On page Optimization
  • Google website guidelines
  • Fundamental On-page Factors
  • Site speed analysis
  • Importance of Domain Names

7+ Years of Excellence in Training and Development


On page Optimization

  • File name Optimization
  • Static Vs. Dynamic File Optimization
  • Url Parameters in GWT
  • Title Tag Optimization
  • Meta Tags Optimization
  • Headers Optimization
  • SEO Content Writing
  • Anchor Links Optimization
  • Image Tag Optimization
  • Creating HTML and XML sitemaps
  • Robot.txt and its importance
  • URL Redirecting Techniques [.htaccess]
  • Custom 404 Error Page
  • Black hat SEO Techniques


Link Building Strategies

  • Introduction to Offsite Optimization
  • Submission to search engines
  • Google Link Scheme guidelines
  • Linking Building Methodology
  • Types of Linking Methods
  • Dofollow Vs. Nofollow Links
  • Links Analysis Tools
  • Business Directory Submissions
  • Social Bookmarking
  • Blog Linking, Internal Linking
  • Using Classifieds for Inbound traffic
  • Generating Links from QA sites
  • Blogging and Guest Blogging
  • Press Releases
  • Social Media Links

Local SEO

  • What is Local SEO
  • Importance of Local SEO
  • Submission to Google My Business
  • Yelp, Yellow Pages, Just Dial, GETIT.


  • Local Business Listings
  • Factors for Local Rankings
  • Strategy for Local SEO

Penguin Update and Recovery Process

  • Is your site hit with Update?
  • Tools for generating link reports
  • Link pruning process
  • Disavow Tool

Reports and Management

  • Website Position Analysis
  • Website Monthly Reports
  • Paid Tools for Reporting

Website Monetization

  • How AdSense Works
  • AdSense Guidelines
  • Website ideas for online earning
  • Understanding AdSense dashboard
  • Different types of payment models
  • Types of Ad Formats
  • How to choose correct ad formats
  • Custom Channels
  • Block Ads / Categories
  • Reporting and Analysis
  • AdSense in YouTube
  • Linking AdSense with Analytics
  • Affiliate marketing networks

Google Analytics for SEO

  • Installing Analytics in Site
  • Generating Reports
  • Audience, Traffic and Site Reports
  • Goals and Conversions


SEO Examination + Live SEO Project

We will provide the live website for testing and implementing all the SEO concepts learned in the course.


Introduction to Search Engine Marketing

o Benefits of Search Engine Marketing

o Google AdWords Vs. Microsoft Ad center

o Facebook Ads

o Advertising Strategies

o Direct Campaign Vs. Branding Campaign

Introduction to Google AdWords

o Account Creation

o Billing Types

o AdWords Interface

o Basic AdWords Terminology

o Recent updates in AdWords

o Account structure in AdWords

o Limits in AdWords

Campaign Setup

o Types of Campaigns

o Search , Display, Shopping, Online Video

o Location Settings and Advanced Settings

o Language, Networks and Devices

o Bidding Strategies

o Budget Settings

o Schedule: Start date, end date, ad scheduling

o Ad delivery and Ad Rotation

AdGroup and Keywords Setup

o Adgroups Structure

o Example Adgroups

o Keyword Match Types

o Broad Match

o Phrase Match

o Exact Match

o Negative Match

o Broad Match Modifier

o Keyword Planner

o Keyword Research Process


Understanding AdWords Bidding

o AdWords Auction

o What is Ad Rank

o What is Quality Score

o Factors affecting QS

o Actual CPC

o Relation between QS and CPC

o Types of Bidding

o Bidding Strategies

Ad Format and Guidelines

o Structure of Ad

o Types of Ad Position

o Character Limits

o Landing Page Quality

o Best and Worst Ads Examples

o Guidelines for Ads Creation

Ad Extensions

o Location

o Site links

o Call

o App

o Reviews

o Call Extensions

Campaigns, Ad groups and Keywords Dashboard

o Filters and Segments

o Column Customization

o Search Terms

o Auction Insights

o Keyword Reports

o Automate Rules

o Keyword Diagnosis

o Dimensions Tab

Conversion Tracking

o What is Conversion

o Types of Conversions

o Implementing Conversion Tracking

o Conversion Reports

o Practical Case Study

o ROI Calculation


Display Ads / Remarketing / Mobile Marketing

o Setting a Display Network Campaign

o Concept of CPM and Branding

o Types of Targeting

o Keyword Based

o Interest and Remarketing

o Topics

o Placements Targeting

o Demographics

o Ad Formats for Display Network

o Display Ad Builder

o Display Planner Tool

o Remarketing Campaign

o Dynamic Remarketing

o Mobile Apps Campaign

o Mobile Ad Formats

Video Marketing

o Importance of Video Marketing

o Setting a Video Campaign

o YouTube Targeting Methods

o Bidding Types

o Type of YouTube Ads

o Reporting and Analysis

Shopping Campaign

o Shopping Campaign Setup

o Google Merchant Centre

o Product Groups

o Ad Formats

o Reporting and Analysis

AdWords Tools

o Opportunities

o Change History

o Account Access Levels

o Display Planner

o Ad Preview and Diagnosis

o My Client Center

AdWords Exam Guidelines

o AdWords Certification Exams

o Exam Format and Pass Percentage

o Sample Exam Questions

o Interview Questions

o Exam Guides in PDF



Introduction to Social Media

  • What is Social Media Marketing?
  • Difference between SMM & SMO
  • Benefits of using Social Media
  • Social Media Strategy
  • Social Media Metrics in SEO

Facebook Marketing

  • Facebook Account Setup
  • Facebook Marketing Options
  • Facebook Page Setup and Types of Pages
  • Dimensions of Various FB Elements
  • Facebook Page Management Options
  • Facebook Content Strategy
  • Types of Posts and Statistics
  • Facebook Insights
  • Generating use Engagement
  • Implementing Facebook Share Button
  • Implementing Facebook Like Box
  • Facebook Groups
  • Facebook Apps integration

Facebook Advertising

  • Ads Manager
  • Types of Facebook Campaigns
  • Types of Bidding
  • Audience Targeting Methods
  • Practical Example
  • Reporting

Twitter Marketing

  • Benefits of Twitter
  • Profile Creation and Management
  • Design the Twitter Page
  • Types of Tweets
  • Content Strategy for Twitter
  • #Hashtags and its uses.
  • Twitter Analytics
  • Twitter Promotions

Google+ Marketing

  • Benefits of Google+ in SEO
  • Creating Profile
  • Managing Connections
  • Creating Google+ Page
  • Enable Authorship on Site
  • Google+ Groups

LinkedIn Marketing

  • Why us LinkedIn
  • LinkedIn Strategy
  • Creating a LinkedIn Profile
  • Creating Company Page
  • Improving Connections
  • Improving Recommendations.

Other Social Networks

  • Pinterest [Info Graphics Marketing]
  • Stumble Upon
  • Document Sharing Networks


Video Marketing using YouTube

  • Why use Video Marketing
  • Creating Account and Channel in YouTube
  • Customizing the YouTube Channel
  • Optimizing the Videos on YouTube
  • Tips and Tricks for Promotion
  • Video Marketing Strategy Examples
  • YouTube Analytics
  • Monetizing the YouTube Channel
  • Famous YouTube Channel Examples

Email Marketing

  • Importance of Email Marketing
  • Popular Email Marketing Software’s
  • Creating a Subscriber List
  • Creating an Email Marketing Campaign
  • Sending Newsletters.
  • Measuring the Results

Online Reputation Management

  • What is ORM
  • Why we need ORM
  • Case Studies of Brands
  • Commons mistakes made by the website owners
  • Impact of Negative SEO
  • What we need to do in ORM

o Monitor the Brand Mentions on Web

o Customer Response and Feedback

o Protect from Fake Profiles

o Fake and Spam Blog Profiles

o Negative SEO Attack

o Negative Reviews

  • Tools for ORM

Google Analytics In-depth

  • Why use Analytics
  • Tools for website analytics
  • Installing Google Analytics
  • SEO Reporting
  • Adwords Reporting
  • Social Media Reporting
  • Website Reports
  • Conversion Reporting
  • Segmentation



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