A Gateway to the Modern Marketing World

Digital marketing is considered as one of the modern day sensations for various reasons. It has revolutionised marketing and, in the process, has outdone traditional marketing techniques. This article is an endeavour to shed some light on this unique marketing process.

So, let us understand, what digital marketing is all about!

Digital marketing (also known as data-driven marketing) can be defined as an innovative modern day technique where the marketing for various products or services is done via electronic media. Besides the internet, smartphone and display board can also be used for this marketing process.

It is basically an all-encompassing technique that includes various different campaigns and strategies e.g. SEO (Search Engine Optimisation), CRO (Conversion Rate Optimisation), Search Engine Marketing (SEM), content marketing, social media marketing, e-commerce marketing, Social Media Optimisation (SMO), email direct marketing, display advertising, and many more.

Why any graduate can enrol for the course?

You would find many institutions in India and other countries of the world that offer digital marketing courses to graduates. Although usually BBAs and MBAs pursue this course, any graduate who takes an interest in marketing, can opt for a digital marketing course and can benefit from it. Here are the reasons why any graduate should pursue a digital marketing course –

Easy to learn: Digital marketing is an entirely non-technical course and the nuances of this process can be learned very easily. If you have basic knowledge about the internet, grasping digital marketing should not be an issue.

Gateway to entrepreneurship and freelancing: After being well-educated in these marketing methods, you can start your own company or start optimising your career as a freelance professional. In this way, a digital marketing course will open many doors for your career.

Demand and supply gap: This strategy is impervious to the recession and hence there will always be enough job opportunities for job seekers in this market.

Improving your résumé: the addition of a digital marketing course to your résumé will provide you many lucrative job opportunities as this market is not yet saturated and there is a high demand for professionals who have completed this course.

Constant growth: According to a statistical survey conducted in 2016, digital marketing creates a hundred and fifty thousand jobs per year and the number is constantly growing. So, by the end of this decade, there will be plenty of jobs available in this field.

Affordable course: Digital marketing courses come at a very reasonable price and can be afforded by the average person.

Staying ahead in the competition: A certificate in data-driven marketing will make you eligible for various business organizations as you would be able to make significant improvements in their marketing strategy and in the process, you would help them to make more money. This will keep you ahead of other candidates in the competition.

As the future will be increasingly electronic media oriented, a course in digital marketing will give you a foot in the door to a bright future.

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Why Digital Marketing Is a Great Career Option

The huge population of India is causing people to be jobless more and more. Finding a job that pays you good is harder than anything else at present. However, the working field of digital marketing is expanding every day. In the era of the internet, companies are greatly dependant on digital marketing for promoting their businesses. That is why it is a great choice to build up your career in digital marketing. There are many institutes and academies that offer digital marketing course in Kolkata.

What is Digital Marketing and what the course offers?

Digital marketing is promoting and marketing services and products by using digital technologies such as the internet. It uses methods like search engine optimisation (SEO), search engine marketing (SEM) etc. Digital marketing course offers detailed theoretical and practical education on on-site and off-site SEO and all the other necessary fields to turn you into a professional digital marketing expert.

Why choose digital marketing as your career?

There are a bunch of reasons to consider digital marketing better than other career options.

  • A vast range of career options: Digital marketing offers a wide range of working fields. There are several methods to promote a company and you can choose any that suits your skill and interest best. Leading companies offer job opportunities, new online jobs are also posted regularly by different organisations. You have the benefit of being choosy about your work type.
  • Begin your own career: To begin any career, you must complete your degree or diplomas, but that is not required in digital marketing. Instead, you can do a digital marketing course, there are many places in Kolkata where you can have these courses. After that, the institute helps to get jobs.
  • High demand: As mentioned previously, digital marketing jobs are at a rise at present. Moreover, it is clear from the market analysis that jobs in this field will increase at a huge rate in the near future. So, with this career, you will find yourself in high demand.
  • Better pay: As digital marketing jobs are at high demand now, they will automatically get you a better salary than other job roles. If you have strong skills and expertise, then you will be able to avail job offers from the leading companies with the best packages. There has been noticed a rise in salaries in SEP, PPC and other digital marketing jobs for a few years, and it will only get better.
  • Flexible time: The complete task of digital marketing depends on the internet. So, the work timings, as well as the working location, will always be flexible. You can work from home, on vacation, at any time you prefer.
  • Innovation and creativity: Digital marketing is one of the few working fields where you can be innovative and creative. Whether you need to make strategies or write effective content, you have to apply lots of imaginations.

Digital marketing has already become one of the most important and effective methods of marketing in the modern world. If you also want to pursue your career in this field, you may consider having a digital marketing course in Kolkata.

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How Beginners Should Start With SEO

Starting with SEO can be a little tricky considering the information overload. Getting mixed up with the tactics can prevent you from practising your skills well. An SEO course in Kolkata can be instrumental in not only learning the basics of SEO but also learning how to implement the practices.

Here are some tips that will help you get started with SEO properly:

1. Understand search pattern – Modern times have witnessed a shift from keyword testing to understanding the search intent of the audience. You should understand how your target audience is using the search engines and optimise the website accordingly. Do not forget to include conversational queries to your focused keywords list.

2. Quality content for humans – Picking the right keywords for the content of your website isn’t enough. You should use the keywords in relative and engaging content so that people are attracted to your website to read it. Simply stuffing keywords will not appeal to the search engines as they have become too sophisticated these days and the quality of the content plays a huge role in driving traffic. Find a good balance between quality and optimisation.

3. Analyse current traffic – If you are really bewildered about where to start from, you should take a closer look at the existing traffic. Find out the best-performing pages and the keywords that are ranking good. Find out the posts that are at the top and establish what they have in common. This can help you pick the best practices and work on them further.

4. Follow the latest trends – If you want to master SEO, you should always stay up-to-date with the latest changes and trends that might influence the algorithms and tactics you use. Being informed with the latest changes is essential to develop your skills accordingly. Regardless of whether you are a beginner or an experienced SEO professional, you should always read about the SEO changes and how they can affect your strategies and rankings.

5. Identify the ranking factors – The importance of catching up on the latest SEO trends cannot be emphasised enough. A great point to start is to identify the factors that affect the ranking in the SERPs and see how you should optimise content accordingly. Some important factors include page speed, keyword usage, use of backlinks etc.

6. Determine how social media affects SEO – While Social Media is not a primary influencer of SEO, it is still necessary to understand how your social media presence affects the search results. With the growing popularity of social media, search engines have started incorporating social results too. So, it is essential to ensure that your presence is not limited to search results.

SEO is not complicated. To begin, you can simply sign up for an SEO course in Kolkata and work step-by-step to improve your website’s ranking. The best way to do so is to understand how your audience behaves and what their online habits are. Knowing what they search and what content of your website is effective will help you optimise your website well.

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How Can a PPC Campaign Help a Business

Companies that use internet marketing to boost the rank of their websites consider PPC as an important tool. It can be very useful especially to small businesses who want to keep their marketing budget low. Almost half of the small businesses at present are investing in PPC. You can learn everything about PPC in your digital marketing course in Kolkata.

What is PPC Advertising?

PPC or Pay-Per-Click is used by most platforms and channels to let businesses advertise their products and services. The ads are displayed on a social channel or a search engine, and the advertiser only needs to pay when a user clicks on the ad. It is a very smart financial strategy as you do not have to pay for your ad if it does not reach the audience. It reduces a huge amount of advertising costs.

So, apart from being budget-friendly, how does PPC help running a small business? Small businesses can benefit from PPC advertising in many ways, such as:

  • Reach the target audience: When and where the ads appear can be chosen by the business owner. You can use several factors like keywords, website, location, time and date, device etc. for controlling the PPC ad appearance. This flexibility allows the business to display their properties to the target audience.
  • Quick results: To be in an advantageous position in today’s competitive market, businesses need fast results. PPC advertising is one of the fastest ways for advertising and get instant results. All you need to do is having an active website, creating an AdWords account, setting the ads and running them in the Google network. After that, you will start getting traffic.
  • Clear measurable results: Anything can be measured related to PPC campaigns including, clicks, visits, costs, profits etc. When you choose PPC advertising, you will get an accurate estimate of how much you have spent and how much profit or loss has been generated. You can learn how, by doing PPC courses offered in Kolkata.
  • Attracting more local customers: People who live in your area, can be directed to your store through PPC advertisements. When people in your locality search for products or services online, they can see these ads, and on clicking these ads, they get to know the location of your store. According to studies, three-fourth people tend to visit a store they find in search results.
  • Brand acknowledgement: PPC can be used to target keywords related to a business’s services and products so that whenever people search for those on search engines, they constantly see the ads. Although it does not assure more sales, a brand becomes familiar to people with the ads, and it is acknowledged as a leading company of that industry very soon.

Using PPC advertisements can lead your business to profit effectively, efficiently, and reasonably. Learn and apply PPC for making your business more popular in Kolkata.

Need to know more about the course? Call us 91-9903194492 or +91-33 6615 7424 now!

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Common SEO Mistakes You Must Avoid

Smartphones have completely transformed the way people search for information or products. Today, people are more bent towards searching online using a search engine to find what they are looking for. This has created a need for business to strengthen their online presence and be visible to a greater audience.

SEO or Search Engine Optimisation helps businesses in adapting to the changes in Search Engines and ensure that their online presence is stable. The goal of SEO is to increase the traffic to their website and enhance their sales directly or indirectly.

While you can easily learn SEO by opting for an SEO course in Kolkata, there are some mistakes that even experts tend to make. These hinder the ranking of the website and must be avoided at all costs.

1.       Wrong Choice of Keyword –Keywords form the backbone of SEO as they are used to match the query of the users to the websites offering a solution. There are two ways in which people tend to choose the wrong keyword:

  • They stick to the bar basic keywords and do not explore the list of possibilities. This hinders the scope of visibility of the website.
  • They do not pay attention to the user query when searching for products or services listed on the website.

To avoid these mistakes, one should conduct extensive research and analyse the search pattern well before choosing their keywords. Always opt for keywords that are precise and strong.

2.       Stuffing the Keyword – One common mistake made by many digital marketers are using the keywords too many times in the articles. Though it might seem like having a higher concentration of the keyword would make the website rank better in search engines, the truth is on the contrary. Overusing the keywords can result in your website being treated as spam. So, you must be careful about the use of keywords and should stick to the general keyword density.

3.       Posting Plagiarised Content – The quality of the content you post on your website is a key determining factor that will set you apart from your competitors. Today, search engines have advanced algorithms that can identify plagiarised content. This can result in the termination of your website from the search results. This is one of the worst and unethical mistakes that you can make. Always post good quality and original content on your website to drive the required traffic.

4.       Posting content not related to the keyword – Simply inserting the keywords isn’t enough. When you post content that is irrelevant to the keyword, your content will not help the users and thus, will not be ranked. Search engines not only identify the keywords but also judge the quality of the content. So, you should always use keywords in good-quality, problem-solving content.

5.       Others – Apart from these 4 major mistakes, people often make some other mistakes too. These include:

  • Focusing on the number of backlinks rather than their quality
  • Forgetting about tags and meta descriptions
  • Ignoring analytics

Avoiding these common mistakes will ensure that your website ranks well in search engine results. An SEO course in Kolkata can help you avoid these mistakes and learn SEO properly.

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Utilizing SEO Expertise in Content Writing

Mastering the art of storytelling is a must for any content writer but it is the way optimized keywords are used and placed within the content that makes it worth. From an SEO expert’s standpoint, previously researched keywords need to be adjusted in the correct way to make your SEO-friendly content stand out even more and build a reputation for a brand.

The Role of Keywords in Content Creation

  • Relevance of Keywords

If you enrol in a digital marketing course in Kolkata, keyword research will be an integral part of the course. The first thing an SEO expert does is to determine which keywords to utilize in the content. Always make sure that your content is kept relevant with the recommended set of keywords because irrelevant content means the readership will depreciate quite drastically.

  • Careful Placement of Keywords

‘Keyword Stuffing” can be defined as the over usage of correct keywords within the content in an exceedingly haphazard method. It’s a practice shunned by professional bloggers worldwide since it makes a well-written content look horrible and tough to read. An SEO expert makes sure that there’s a uniform distribution of primary & secondary keywords throughout the content.

In the HTML code of a web page the following tags are where keywords must be included;

Title tag

Primary keywords of content are always supposed to be in the title tag that is the thumb’s rule for an SEO professional. Since title tags are the most significant tags within a webpage. Its best practice to include your keyword at the beginning of the title tag so that they are quite visible for searchers.
Meta description

A Meta description is a black text which is shown on “search results” page that serves as a description of the webpage shown. Within meta description, an SEO professional must describe the
webpage accurately while inserting keywords not more than twice to enhance the visibility of the page.

  • The Concept of Evergreen Content

In digital marketing scenario, it’s an overused expression to say that ‘Content is King’. SEO courses in Kolkata help in learning everything about how content drives engagement with business and grabs the attention of customers on a global scale. Sharing smartly-written content is essential to increase a project’s audience considerably. Evergreen content is a term that refers to a content which has the following salient features.

  • Attractive headline/topic
  • Optimized keywords
  • Trusted backlinks
  • Bullet points for easier understanding

Content is supposed to be useful for the readers but it’s a fact that the audience is increased only if the topic and headline of the content are attractive as well. The first impression is the last impression and a witty headline never fails to make a lasting impression in the minds of a reader urging them to read the entire content. Therefore, always go with an evergreen idea and use optimized keywords which get a lot of searches and include some reliable backlinks to make it stand out. Writing high-quality content which might solve a few problems, which people are going through, can turn out to be effortlessly evergreen.

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Things to Learn in PPC Advertising

PPC or pay-per-click marketing is a popular model of internet marketing. The advertiser pays a fee only when an ad is clicked. In fact, it is a way of purchasing visits to a website, rather than earning such visits organically. This is quite a cost-effective way to increase the visibility of a website and getting targeted audience.

Once created, PPC campaigns need to be managed regularly to ensure their effectiveness. The performance of the campaign is analysed continuously, and adjustments are made as per requirements. To learn A-Z of PPC and how to manage campaigns professionally PPC training is necessary.

Understanding the Basics of PPC:

Objectives of PPC:

  • Promoting brand awareness.
  • Generating leads.
  • Increasing sales.
Online Marketing

Things you need to learn in PPC advertising are:

Keywords: PPC is based on relevant searches, and keywords are the answer to bring relevance in Google search queries and an advertisement. The keywords must be assigned in a way so that they match the queries. The seven types of keywords are –

  • Exact: The exact search query.
  • Exact (close variant): The exact search query including misspellings.
  • Phrase: Query in the correct order with additional terms.
  • Phrase (close variant): Query in the correct order with additional terms and misspellings.
  • Broad: Similar query in any order.
  • Modified broad: Query in any order with terms containing a plus sign.
  • Broad (session-based): A broad match of the user’s other queries.

Negative keywords: Negative keywords are added to prevent irrelevant searches. For example, someone using the word “free” with a search query does not want to buy it. So, you must add “free” as a negative keyword, so that your ad does not show for a query containing the term “free”. Similarly, a company selling expensive items, needs to add “cheap” and “bargain” as negative keywords.

Ad groups and Campaigns: For PPC advertising, you need to learn to create individual campaigns and choose keyword themes. Based on the theme of the campaign, the themed subcategories called ad groups are created. For example, if the theme is “Coffee Tables”, the ad groups can be “Oval Coffee Tables”, and “Round Coffee Tables”.

Main platforms of PPC: The main platforms of PPC advertising are:

  • Google AdWords: Launched in October 2000, AdWords is the largest platform of PPC. It is run on Google and is geared toward all the companies, from small to large.
  • Bing Ads: The Bing Ads PPC platform is used to display ads on Yahoo and Bing networks.

Variety of ads: Common Ad types are:

  • Expanded Text Ads: Written ads including the chosen keywords.
  • Image Ads: Displaying products images using Display Network campaigns.
  • Product Listing Ads: Ads in the format of square units containing products images, titles and prices.

We, at White Hat Academy offer PPC training in Kolkata, along with SEO training, digital marketing and analytics training. To know more about our course details, structure and our next batch, you can e-mail us at or call +91-33 6615 7424.

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Why Every Small Business Must Invest in Digital Marketing

Small business owners are presented with the challenge of effectively marketing their products using the limited capital and resources available to them. Though marketing is often perceived as a cost, it is an investment that generates ROI in terms of sales. An effective marketing plan for a small business is, therefore, one that will generate the highest ROI – digital marketing.

Exploiting Digital Platforms

Since the world has moved to the internet, digital marketing presents much better prospects of reaching out to the target audience than traditional marketing tools. Most searches for products, services and everything else is done online today. Since the internet acts as the portal where the consumers are looking for what they need, it should be the platform for service providers to advertise what they are offering. Digital marketing has also become easier with many agencies offering this service today. Alternatively, you can choose to pursue a digital marketing course in Kolkata and become an expert yourself.



Why Invest in Digital Marketing?

Business and commerce are taking to the internet rapidly. With digital marketing, you will have the right techniques for surviving in the digital arena, beating your competition and accelerating growth.

1.       Capitalising on the Growth of the Internet – The 21st century has witnessed immense growth in the popularity of the internet. Today, more than 50 % of the world’s population is using the internet. This shows that the internet provides you with unrestricted access to your potential customers. If you do not have a strong internet presence, you will not be visible to your potential online customer base.

2.       Targeted Marketing for Your Budget – Digital Marketing allows you to utilise a focused approach, optimised as per your budget. The content you advertise online is created with purpose and thought to provide the necessary information to the audience. You can design your strategy as per your needs, increasing the production according to your budget.

3.       Catering to the Changing Consumer Behaviour – The internet provides users with access to a vast sea of information. The audience has hence become more alert about the products they use and the business they associate with. Today, a consumer conducts thorough research before buying a product. Thus, it has become essential to be found by the consumers and provide them with the necessary information about your products and services.

4.       Round the Clock Presence – Marketing your products and services digitally allows your business to keep running even when you are not working. Potential customers from around the globe can view your website, read about your products and see reviews of it too. Through social media, you can connect better with your customers and receive feedback and respond to queries immediately. This allows you to enhance your customer service and track your performance too.

Thus, digital marketing allows you to put your business right in the centre of your potential customers, getting their attraction. Taking a digital marketing course in Kolkata will help you learn more about it and use the various tools effectively.

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Skills of SEO Professionals – Do you Have Them?

SEO professionals might have diverse skills, but there are a few skills which are quite essential and should be present in any aspiring professional. SEO training institutes in Kolkata ensure that professionals do not just develop a deep understanding of the subject, but they have the necessary training to think ‘out of the box’ and solve critical or unusual problems in the best interest of the clients.

So, what are some of the most necessary skills?

Critical Thinking Ability:

Each website is different and there are many different factors which can impact the search engine rankings of the website. Thus, an SEO professional should be able to find the different issues on the websites they are working on. This is through competitor research and analysis. An SEO professional should be able to analyze what is working and what is not working for the rivals. Such a critical thinking ability and deep analysis will help in understanding unique problems through multiple angles so that creative solutions are available to correct the problems.

Fast Learner:

Best practices, SEO trends, and Google algorithms keep changing. An SEO professional needs to stay updated and keep adapting quickly. New skills need to be acquired so that clients can derive maximum benefits. Unless the professional is well versed with the trends and latest information, strategies cannot be made for the benefits of clients.

Be Able to Prioritize Tasks:

An SEO professional needs to handle several tasks at the same time. Multi-tasking becomes a part of life and therefore prioritizing tasks becomes crucial. Prioritizing is critical in the successful running of an SEO campaign. Link building is a time-consuming task, and therefore lots of importance is given to the process. It needs a lot of attention so that it pays off.

Able to Make the Correct Decisions:

All through the process of SEO, several decisions need to be taken. Time constraints or strict deadlines need to be tackled with the right decision making. Google algorithms keep changing continuously and websites must be changed fast or else the progress gained might be lost forever. The ability to make decisions in a short time is vital.

Strong Writing Skills:

Anyone who manages an SEO campaign needs to have strong SEO skills. It needs to be remembered here that SEO is a content-driven technique. Thus, SEO writing needs to be learnt and everyone might not be able to do it impeccably. To create a successful SEO campaign, strong writing skills are necessary. Weaving in keywords naturally into the content can be quite tricky at times and needs some practice as well. Keyword stuffing does no good and can hamper your SEO progress. An expert with strong writing skills will be able to do justice to the campaign and ensure its success in the long-term.

The list doesn’t end here – there are several other skills which a professional need to have for success! Interested to know more about the skills or how to become a certified professional? Get in touch now!

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Professional Digital Marketing Training in Kolkata

Digital marketing has slowly emerged to become an influential aspect of e-commerce sites and other B2B businesses in India. As the number of internet users keeps spiking daily, there has been a great demand for digital marketing professionals all over the country. Consequently, digital marketing training in Kolkata has grown popular among young aspirants who wish to choose a different and follow an exciting career in this field. Different companies hire digital marketers to market their products/services online through different kinds of professional digital media outlets including the internet, mobile applications, social media networks and so on. Experts say that as consumer dependency on the internet keeps on growing, there is a high probability that digital marketing training Kolkata will become the next big thing in the coming years.

Features of Digital Marketing:

  • The Need of the Hour

Thanks to the world’s biggest search engine, Google, millions of companies and brands have utilized various digital marketing techniques to make the best use of the world wide web. Smartphone revolution in India has made digital marketing the need of the hour for startups and reputed brands alike.

  • Cost-effective

Generating satisfactory leads and ensuring that those leads turn into conversion is their main objective. They work on expanding the market reach of business while keeping the expenses at a minimum.

  • Efficient for All Sorts of Businesses

Digital marketing experts are essential to all sorts of businesses whether it’s an e-commerce site or a B2B business. People who consider that digital marketing technique is only feasible and effective for only e-commerce companies are simply not aware of the true form of digital marketing.

  • Influential

Through digital marketing, professionals influence various consumers to check out a client’s business and boost their business opportunities efficiently. If the brand image is handled carefully and new
leads are generated daily, then it would result in a more influential brand image.

Career Options for a Professional Digital Marketing Expert

Digital marketing is now a vital part of revenue generation in all companies across the globe and the demand for digital marketing training in Kolkata has amped up for the below professional roles:

  • SEO Manager

SEO manager is responsible for strategizing a company’s SEO plans and for its efficient implementation. SEO manager has a sound knowledge of web analytics, content strategy planning, developing campaigns and social media strategies.

  • PPC Marketing Manager

These professionals handle the selection of keywords for a better audience targeting. They also run A/B tests and are familiar with data analysis. Their main task is to oversee pay-per-click campaigns and their management.

  • Marketing and Automation Specialist

A company’s automated marketing strategy is the responsibility of its marketing and automation specialist who also designs landing pages, optimizes targeting and helps in increasing conversions.

  • Digital Influencer

Influencer’s broadcast a brand’s motto and message throughout digital media outlets on a regular basis so that your followers become leads for any brand/company.

  • Social Media Manager

An online business entity must maintain its social media image to ensure that the brand image of a company is thoroughly expanding. Social media managers plan and create fresh contents and advertising techniques to interact well with followers and customers.

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