Digital Marketing Portfolio

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Search Engine Optimisation........................................................................................................1
Online Advertising.......................................................................................................................3
Web analytics...............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................8

INTRODUCTION
Digital marketing refers to a marketing which include use of digital technologies in
promoting goods and service of business (Aithal and Aithal, 2019). Digital technologies include
computers, phone, social media platforms as these resources has wide approach and promote
firm's product and service effectively. Digital marketing portfolio helps to highlight work and
idea of employee to employer. It include different digital marketing tool like search engine
optimisation, online advertising and web analytics. These tools helps business to reduce cost of
business and provide higher return on investment of business. It is measurable as it allow
business to mesure success of this advertising tool. It can be modified easily, develop brand of
company and helps to increse share of business. Dark Woods Coffee Ltd is a UK based company
established by Lan Agnew in the year 2013. The company is providing roasting coffee, barista
training, artisan coffee and speciality coffee. They get best coffee around world for their
customer and supply whole sale coffee. This project report include digital marketing portfolio
including online advertising and planning of online advertising, web analytics and various tools
of web analytics. It also include search engine optimisation and process of preparing strategy for
business.
MAIN BODY
Search Engine Optimisation
Search engine optimisation refers to the process of improving website in respect to
quality and quantity of traffic (Huang, 2016). Search engine optimisation focus on unpaid and
natural resources instead of paid ones. SEO helps to target quality traffic in business and reduce
cost as SEO does not require pay of ads. It helps business to move up from their competitors in
market. It include quantity and quality of traffic and organic result. Strategy for SEO include
following process:
Creation of list of keywords: This step include creation of list which include keywords
in search engine optimisation as these key words helps to identify target customer with help of
google suggest (Im, Nam and Cho, 2020). When an individual search on google to find
something, google provide suggestions. Keywords should be selected that is related to content of
business as Dark Woods Coffee Ltd is doing business related to coffee they can take word
related to coffee.
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