Benefits of Seo

Click here to load reader

download Benefits of Seo

of 36

  • date post

    22-Jan-2015
  • Category

    Technology

  • view

    222
  • download

    0

Embed Size (px)

description

This slide contains the

Transcript of Benefits of Seo

  • 1. DIGITAL MARKETING INDEX SEO- Search Engine Google Adwords-Optimization (On PPC/ RemarketingPage & Off Page) Google Analytics SMO/SMM/PPC- (Track Your Visitors)Social Media Google Adsense /Optimization/Affiliate/E-MailMarketing/ Pay Per MarketingClick Computer institutes in mumbai

2. SECTION 1:INTRODUCTION TO SEO What is SEO? Search engine optimization (SEO) refers to techniquesthat help your website rank higher in organic (or natural)search results, thus making your website more visible topeople who are looking for your product or service viasearch engines. SEO is part of the broader topic of Search EngineMarketing (SEM), a term used to describe all marketingstrategies for search. SEM entails both organic and paidsearch. With paid search, you can pay to list your websiteon a search engine so that your website shows up whensomeone types in a specific keyword or phrase. Organicand paid listings both appear on the search engine, butthey are displayed in different locations on the page. 3. SECTION 1:INTRODUCTION TO SEO What about paid search? Yes, you can pay to haveyour website listed on the search engines. However,running paid search campaigns can be quite costly ifyou dont know what youre doing. Because the sole purpose of a search engine is toprovide you with relevant and useful information, it isin everyones best interest (for the search engine,the searcher, and you) to ensure that your website islisted in the organic search listings. In fact, it isprobably best to stay away from paid search alltogether until you feel you have a firm grasp on SEOand what it takes to rank organically. 4. HOW SEARCH ENGINES WORKS? Search engines have one objective to provide you with the mostrelevant results possible in relation to your search query. If thesearch engine is successful in providing you with information thatmeets your needs, then you are a happy searcher. And happysearchers are more likely to come back to the same searchengine time and time again because they are getting the resultsthey need. In order for a search engine to be able to display results when auser types in a query, they need to have an archive of availableinformation to choose from. Every search engine has proprietarymethods for gathering website content. Regardless of the specifictactics or methods used, this process is called indexing. Searchengines actually attempt to scan the entire online universe andindex all the information so they can show it to you when youenter a search query. 5. HOW SEARCH ENGINES WORKS? How do they do it? Every search engine haswhat are referred to as bots, or crawlers, thatconstantly scan the web, indexing websitesfor content and following links on eachwebpage to other webpages. If your websitehas not been indexed, it is impossible foryour website to appear in the search results. 6. HOW SEARCH ENGINES WORKS? 7. HOW SEARCH ENGINES WORKS? So, big search engines likeGoogle, Bing, and Yahoo are constantlyindexing hundreds of millions, if notbillions, of webpages. How do they knowwhat to show on the SERP when you enter asearch query? The search engines considertwo main areas when determining what yourwebsite is about and how to give priority to it. 8. HOW SEARCH ENGINES WORKS? 1. Content on your website: When indexing pages, the search enginebots scan each page of your website, looking for clues about what topicsyour website covers and scanning your websites back-end code forcertain tags, descriptions, and instructions. 2. Whos linking to you: As the search engine bots scan webpages forindexing, they also look for links from other websites. The more inboundlinks a website has, the more influence or authority it has.Essentially, every inbound link counts as a vote for that websitescontent. Also, each inbound link holds different weight. For instance, alink from a highly authoritative website like The New York Times(nytimes.com) will give a website a bigger boost than a link from a smallblog site. This boost is sometimes referred to as link juice. 9. HOW SEARCH ENGINES WORKS? When a search query is entered, the search enginelooks in its index for the most relevant informationand displays the results on the SERP. The results arethen listed in order of most relevant and authoritative. If you conduct the same search on different searchengines, chances are you will see different results onthe SERP. This is because each search engine usesa proprietary algorithm that considers multiple factorsin order to determine what results to show in theSERP when a search query is entered. 10. GOOGLE.COM 11. YAHOO.COM 12. HOW SEARCH ENGINES WORKS? A few factors that a search engine algorithm mayconsider when deciding what information to show inthe SERP include: Geographic location of the searcher Historical performance of a listing (clicks, bouncerates, etc.)Link quality (reciprocal vs. one-way) Webpage content (keywords, tags, pictures) Back end code or HTML of webpage Link type (social media sharing, link from mediaoutlet, blog, etc.) 13. HOW SEARCH ENGINES WORKS? Google dominates the search engine market.Google became the leader by the waysearch engines work and giving searchersbetter results with their advanced algorithm.With 64% market share, according toCompete, Inc., Google is still viewed as theprimary innovator and master in the space. 14. WHAT IT TAKES TO RANK It is not difficult to get your website to index and even rank on thesearch engines. However, getting your website to rank for specifickeywords can be tricky. There are essentially 3 elements that asearch engine considers when determining where to list a websiteon the SERP: rank, authority, and relevance. Rank Rank is the position that your website physically falls in on theSERP when a specific search query is entered. If you are the firstwebsite in the organic section of the SERP (dont be confused bythe paid ads at the very top), then your rank is 1. If your websiteis in the second position, your rank is 2, and so on. As discussedpreviously in How Search Engines Work, your rank is an indicatorof how relevant and authoritative your website is in the eyes ofthe search engine, as it relates to the search query entered. 15. RANK #1 #2 #3 16. RANK Authority As previously discussed in the How SearchEngines Work section, search enginesdetermine how authoritative and credible awebsites content is by calculating how manyinbound links (links from other websites) it has.However, the number of inbound links does notnecessarily correlate with higher rankings. Thesearch engines also look at how authoritativethe websites that link to you are, what anchortext is used to link to your website, and otherfactors such as the age of your domain. 17. RANK Relevance Relevance is a one of the most critical factors ofSEO. The search engines are not only looking to seethat you are using certain keywords, but they are alsolooking for clues to determine how relevant yourcontent is to a specific search query. Besides actualtext on your webpages, the search engines willreview your websites structure, use of keywords inyour URLs, page formatting (such as boldedtext), and what keywords are in the headline of thewebpage versus those in the body text. 18. LONG-TAIL CONCEPT A critical component of SEO is choosing the rightkeywords for optimization. If you sell shoes, you maywant your website to rank for shoe store, (a headterm), but chances are you are going to have sometrouble there. However, if you optimize multiple pages onyour website for each specific pair of shoes that yousell, you are going to have much more success and it willbe easier to rank on the SERP. A keyword like red tennisshoes with Velcro (a long-tail keyword or term) is a goodexample. Sure, the number of people that search for thiskeyword will be much lower than the number that searchfor shoe store, but you can almost bet that thosesearchers are much farther down the sales funnel andmay be ready to buy. 19. LONG-TAIL CONCEPT This is why long-tail keywords are soeffective. They target people who are lookingto perform a specific action, like buysomething, or looking for a specific piece ofinformation, like a how-to or a service thatcan solve their problem. By choosing tooptimize with long-tail keywords, you will findit easier to rank on the search engines, drivequalified traffic, and turn that traffic into leadsand customers. 20. CONTENT IS KING Weve all heard it - when it comes to SEO, content is king.Without rich content, you will find it difficult to rank for specifickeywords and drive traffic to your website. Additionally, if yourcontent does not provide value or engage users, you will be farless likely to drive leads and customers. It is impossible to predict how people will search for content andexactly what keywords they are going to use. The only way tocombat this is to generate content and lots of it. The more contentand webpages you publish, the more chances you have atranking on the search engines. Lottery tickets are a good analogyhere. The more lottery tickets you have, the higher the odds arethat you will win. Imagine that every webpage you create is alottery ticket. The more webpages you have, the higher yourchances are of ranking in the search engines. 21. CONTENT IS KING As you already know, the search engines aresmart. If you create multiple webpages aboutthe same exact topic, you are wasting yourtime. You need to create lots of content thatcovers lots of topics. There are multiple waysyou can use content to expand your onlinepresence and increase your chances ofranking without being repetitive. Here are fewexamples: 22. CONTENT IS KING Homepage: Use your homepage to cover your overallvalue proposition and high-level messaging. If there wasever a place to optimize for more generic keywords, it isyour homepage. Product/Service Pages: If you offer products and/orservices, create a unique webpage for each one of them. Resource Center: Provide a webpage that