Category: digital marketing

Typography, Serif and Sans Serif and Hierarchy


Typography is the study of type and fonts. It is the art or procedure of arranging, presenting text for printing. It involves selecting typefaces, size, line length, and spacing. Typography is the visual component of the written word. The two primary functions of typography are the presentation of the text in a manner that is not only easy to read but also visually engaging.

Typeface and Font

A typeface is a design style that comprises a myriad of characters of varying sizes and weights, whereas a font is a graphical representation of text character. Put simply, a typeface is a family of related fonts, while fonts refer to the weights, widths, and styles that constitute a typeface. Typography is so much more than just choosing beautiful fonts: it’s a vital component of user interface design. Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product’s overall tone.

Serif and Sans Serif

Serif means ‘foot’ in Latin. Serif fonts have “feet” on each of their strokes. Serif font is mostly used in the printing of large babies of text as for newspapers, magazines, etc. Serif font is easy to read because the little feet carry your eye from letter to letter. Common Serif fonts are Times New Roman, Garamond, Georgia, etc.

Sans means “without” in Latin which makes Sans Serif font are those with no feet at the strokes of the letters. Sans Serif is easy to read if they are large because they are very simple. Sans Serif is usually used for a small portion of the text, like headlines and captions as it is easier to read off the computer screen. Common Sans Sherif fonts are Arial, Helvetica, etc. Sans Serif typeface is more modern in appearance than Serif.


Establishing hierarchy is one of the most vital principles of typography. Typographical hierarchy aims to create a clear distinction between prominent pieces of copy that should be noticed and read first, and standard text copy. Hierarchy is used to guide the reader’s eye to whatever is more important. A typographic hierarchy is a system that uses typography – the size, font, and layout of different pieces of text – to create a hierarchical division that can show users where to look for specific kinds of information. It is an organizing system for establishing order in a set of data. By creating different sizes, shapes, and blocks of text, developers can direct the user’s eye to the information that an audience needs the most, or otherwise categorize that information visually for the audience. Generally, typographic hierarchy is a discipline that is very useful in Web design and graphic design to get more specific results. Hierarchy can be created using sizing, color, contrast, and alignment.

Google Analytics, Google Search Console, Google Business listing

Google Analytics, as the name suggests, is a free Web analytics service that gives you statistics and basic analytical tools for search engine optimization (SEO) and other marketing purposes. It lets you track your flash, video, website traffic, social networking sites, and applications. The service is available to anyone with a Google account. There are various benefits of google analytics as it is completely free of cost, there is no need to purchase, subscribe, or anything other benefits as the data collected is ongoing and real-time data which enables us to make reports, compare metrics and check performance on whatever basis you want. Google Analytics features include Customs reports, Data visualization toolset-mail based sharing and communication, integration with other Google products, such as AdWords and Website Optimizer.

Google monitors, maintains and troubleshoots your site’s presence in Google search results with the help of a free service called Google Search Console. It helps you understand and improve how Google sees your site. You don’t need to sign up for the search console to be included in your Google Search results. Its benefits are as it helps us in tracking the progress of content marketing efforts, provide us insight into SEO performance, enable tracking your site’s mobile compatibility, and even Google can find and index your site. Search Console makes sure that google that has access to your content, helps you monitor spam issues to keep your site clean and to remove old content and submit new content to crawl. You can find a lot of detailed data on website traffic, site error, search results, and more.

Business listings in the map that you see at the top of the center of Google’s first page results usually are referred to as the Google Local Listings. These tend to show up when you search for a location followed by something else like ‘Delhi lawyers’. These local search results are different from the organic results and sponsored pay per click listings. Google also has a free online business listing service that is integrated with the Google search engine called Google My Business. This helps small, local businesses like restaurants, plumbers, landscapers, etc. by introducing them to SEO, SEM(Search Engine Marketing) which can help these businesses to create an online presence which is vital in today’s digital age. Businesses can ensure that they show up in Google search and Maps with correct, up-to-date information by creating a listing with Google My Business. They can also ensure people write positive reviews that can help their business.

Fields of Digital Marketing- Content Marketing, Social Media Marketing and E-mail Marketing

Digital Marketing includes all marketing methods and channels you can use to promote products or services on the internet as well as on electronic devices, electronic billboards, videos, apps, podcasts, radio channels, etc to reach the targeted audience. Digital marketing is on the rise and a new way to reach more and more consumers and identify their interests and analyze campaigns and content to understand what is working and what isn’t. Digital marketing is different from internet marketing as digital marketing can be done via mobile devices, apps, and video games, etc. Digital channels guide prospects and help a marketer to be in touch with their existing customers through various strategies to be followed on various channels of digital marketing. Based on ongoing interaction with the consumers’ digital marketers have the opportunity to create personalized relevant content to build a deep relationship with customers. To move customers along the buying cycle and improve experience almost all the marketers are using digital marketing tools.

Content Marketing

It is creating and sharing valuable relevant content that is meant to stimulate interest in its products and services to attract prospects and convert them into customers. Its goal is to reach potential consumers. By giving relevant content consistently, it builds a strong relationship with the customers for the long term. The tools of content marketing include blogs, ebooks, webinars, etc. A Marketer creates content after analyzing their customers and targets audience preferences.

Benefits :
Brand Awareness
Website Traffic
Client Engagement
Media Visibility

Social Media Marketing

Social Media Marketing is done through social networking sites as a marketing tool these include Facebook, Twitter, LinkedIn, Snapchat, and Instagram, etc and also enable two-way communication. Brand awareness is the primary goal of social media marketing. It helps a marketer to increase brand exposer and establish trust by providing them relevant content on social media through SMM. It can also be used as a channel for direct sales.
Creates Goodwill
Brand Awareness
Establish a relationship with customers
Draw customer attention

E-Mail Marketing

Sending commercial messages to a group of people using e-mail is e-mail marketing. It maintains a database of different types of consumers and sending them email alerts. It is one of the most effective channels of digital marketing. A marketer interacts with their potential clients to visit their website and to have a look over the product, its benefits, and other attributes. This method builds loyalty as well as increase conversion rate. In E-Mail marketing, a marketer can other channels also to get a lead and have more customers.

Benefits :
Easy to track
Target potential customers

Search Engine Optimisation (SEO)

Search engine optimisation (SEO) is a practice that is required to improve a website’s visibility and ranking in search results. It focuses on creating free and organic traffic. It is very crucial for any website.


Search engines are a platform to conduct searches. There are various search engines including Google, Yahoo, and Bing being the major once. There are also some less known search engines like Baidu (China), Yandex (Russia), and Naver (South Asia). Though this matter only when working on international strategy.

Amongst all, it is most important to consider google rankings as they have the largest market share and are most widely used.

In a google search engine page, there are 10 organic results in middle with few adds at top and bottom.

Our goal is to get our page on the first page with relevant keywords and organic results. According to research, 71% of traffic is from the first page. In fact, the top 5 organic listings give the highest results (68% clicks). It is important to ensure that your site is healthy and well optimised. The trick is to make sure that you optimise for the right keywords to engage the right customers.

SEO Practices

There are various practices to do SEO, namely, white hat, grey hat, and black hat. In very simple terms white hat SEO follows the best practices that are laid out by Google and other search engines to follow. Black hat practices consider manipulative practices and go against the grain. They lead to penalties and are known for more churn and burn practices. Grey hat is somewhere between both of them. One must follow white hat practices only they are widely acceptable and ethical.

Types of SEO :

  1. ON-PAGE SEO: On-page SEO is done by optimising page elements. Content, keywords, and metadata are considered in this. Metadata is the area that describes other data. It is done in the source code in the head. It includes the title (in blue), URL (green), and description (black) that is displayed in the search result. Considering content it must have quality content, keywords must fit in naturally and must be properly organised.
  2. OF PAGE SEO: its also known as off-site SEO. It includes acquiring links, social media, etc. Google gives ranks to pages according to authority. The website can acquire higher authority by getting links from various websites but these links must be relevant and are of good quality. A good social media presence also plays a role indirectly in increasing the SEO of the website.
  3. TECHNICAL SEO: It includes code and structure of the page. Some important points include creating a site map (structure of the website) which can easily be linked to google search console. Though people tend to ignore it redirect and error pages play an important role in SEO. They must be understood properly to be used properl