Bhuma alibaba om_2015a

Bhumatech.com 1Proprietary & Confidential

D e c e m b e r 1 , 2 0 1 5

D i s c u s s i o n

Only AlibabaSEO & Online Marketing


SEO & Online Marketing

Blogs Website Social Media Email Campaigns


Discussion Outline

1 Our Understanding of the Need

2 Online Marketing

3 A Glimpse of the Marketplace

4 SEO

5 About Us – Why Bhuma


The Need

Our Understanding1


Goals Improve Social Media Presence Increase awareness in the city Improve page ranking in online organic search


Online Marketing

Considerations2


How Website Refresh SEO friendly website Email Campaigns Blogs Collaterals Video Clips Listing in Online Directories Who is Talking about Alibaba

A glimpse of the market place What Competitors are doing


ProcessesRefresh Website Comparative websites:

Arsalan Oudh …

Testimonials Add Customer testimonials Add Industry Recognition and

Rewards SEO:

Google webmaster guidelines, Sitemap submission, Google Analytics, Keywords, Meta tags

Refresh Website Add Video clips Add downloadable Collaterals Blogs Announce Special offers Share links (FB, Twitter, LinkedIn,

GPlus, Email) Chef’s Corner Hot out of the Pot! What’s Cooking…


Social Media Presence LinkedIn:

Company profile, updates, job postings, project updates and share it with all your connectionsGet more people to Followhttp://www.linkedin.com/company/Alibaba...Another profile:http://www.linkedin.com/pub/Alibaba-quality-food

Facebookhttps://www.facebook.com/pages/Alibaba-Quality-Food/

Twitter (listed as @AlibabaGoldFoodChain)Another: twitter.com/AlibabaFreezerToFrier

GPlus (https://plus.google.com/)

YouTube: Alibaba – video clips Slideshare

(http://www.slideshare.net/) Other food channels

StumbleUpon Reddit Digg Yelp Yext Orkut Hi5 Newsvine Blogger


Email Campaigns Write html emails and mail

out to large current and prospective customer base

Use MailChimp for one time mail blast


Blogs Technology Resources Knowledge share Workflow processes Quality assurance Project experiences, challenges faced, success

achieved Client Success Stories Work experience in Alibaba Can we populate this with some technology,

process, resources, focus Blogs on quality related to Alibaba and some

generic client wins, some project experiences and success stories

with pictures etc. LINKEDIN:

Get most if not all of Alibaba team to get connected on LinkedIn and

follow Alibaba there

ANIMATED VIDEOS: We need to cook up some dialogues happening between

clients and staff, Customer building relationship calls People working etc. etc, to generate

animated videos. WEBSITE ANALYTICS: Need to create a list of

meaningful keywords which people are likely to use to search for a food delivery provider like Alibaba. These words will have to be entered as meta tags in the web pages and also submitted to many sites. Must exist in the page content


Collaterals Needed Presentations Case Studies Company Overview Client Portfolio Partnerships Executive Summary Pictures Video clips


Video Clips Video clips (real & animated) Sample Promotional videos (animated): We need to prepare a set of dialogs to incorporate in to these kind of animated videos Would be great to have personnel talking (less than a minute) about the respective businesses Sample promotional videos:

https://www.youtube.com/watch?v=8Cx0S9dTjqghttps://www.youtube.com/watch?v=IMhJ3XDPvDchttps://www.youtube.com/watch?v=-m2n4legqHkhttps://www.youtube.com/watch?v=aeq-s4q30xEhttps://www.youtube.com/watch?v=QLl37oGt8JYhttps://www.youtube.com/watch?v=GYiHKyAx7wo

https://www.youtube.com/watch?v=8Cx0S9dTjqg

https://www.youtube.com/watch?v=IMhJ3XDPvDc

https://www.youtube.com/watch?v=-m2n4legqHk

https://www.youtube.com/watch?v=aeq-s4q30xE

https://www.youtube.com/watch?v=QLl37oGt8JY

https://www.youtube.com/watch?v=GYiHKyAx7wo


Listing in Online Directories Submit website in directory listings (refer to slides 17 & 18) We need to check if we have a listing in these sites and whether they can be a value add:

Just Dial Ask Zomato Squiggy About Etc. Etc.

Need to create a generic email like [email protected], [email protected], [email protected] etc. and add a listing on all these sites.

Providers of full range of gourmet food…

mailto:[email protected]




Presence in Online Restaurant Finder Apps Restaurant Finder: https://play.google.com/store/apps/details?id=com.akasoft.topplaces&hl=en http://appadvice.com/appguides/show/best-restaurant-finders http://www.pastemagazine.com/blogs/lists/2014/08/the-10-best-dining-and-restaurant-apps.html https://itunes.apple.com/in/app/food-finder-free!-restaurant/id325672508?mt=8 http://www.androidheadlines.com/2013/09/featured-top-10-best-android-restaurant-finder-apps.html http://lonelybrand.com/blog/eating-out-try-these-5-restaurant-finder-apps/ http://www.food-finders.org/agencyresources/

https://play.google.com/store/apps/details?id=com.akasoft.topplaces&hl=en

http://appadvice.com/appguides/show/best-restaurant-finders

http://www.pastemagazine.com/blogs/lists/2014/08/the-10-best-dining-and-restaurant-apps.html

https://itunes.apple.com/in/app/food-finder-free!-restaurant/id325672508?mt=8

http://www.androidheadlines.com/2013/09/featured-top-10-best-android-restaurant-finder-apps.html

http://lonelybrand.com/blog/eating-out-try-these-5-restaurant-finder-apps/

http://www.food-finders.org/agencyresources/


A Glimpse of the Marketplace

Brief Study3


Steps taken by Competitors Arsalan has built up a fairly large online presence . They are listed

in many sites for directory listings. www.burrp.com/kolkata/ www.zomato.com › India › Kolkata › restaurantinfo.in/ www.tripadvisor.in www.dineout.co.in www.groupon.co.in/deals/kolkata/ yellowpages.sulekha.com https://www.youtube.com/watch?v=gUh67IpsP3Y www.scratchingcanvas.com/. in.openrice.com www.telegraphindia.com/ www.foodpanda.in http://topyaps.com/7-places-can-get-best-biryani-kolkata www.quicksearch.in heyrestaurants.in https://www.facebook.com/Arsalanbiryanipatna/?fref=nf

Listed in 100s of sites for directory listings. www.askme.com www.asklaila.com eveningflavors.com mascotcreation.in/kolkata-biryani-center/arsalan-park-

circus/ http://www.finelychopped.net/2010/09/medium-raw-

arsalan-biriyani-park-circus.html http://www.happytrips.com/kolkata/arsalan-restaurant/

ps48555561.cms http://www.titbit.com/order-online/in/mumbai/bandra-

w/arsalan/338/menu http://hillpost.in/2014/08/6-places-in-kolkata-where-you-

get-the-best-biryani/100722/comment-page-1/ http://www.peekncook.com/ http://yummraj.com/2011/10/03/arsalan-park-circus-

kolkata/ http://www.firstdial.in/Kolkata/Arsalan-Biriyani-Palace-

Near-Ground-Floor-Near-Chinar-Park-More-Atghara-Road-Rajarhat-Gopalpur-Kolkata-700136-964720


Oudh https://www.zomato.com/kolkata/oudh-1590-

desapriya-park www.zomato.com › India › Kolkata › Sector 1,

Salt Lake https://www.facebook.com/Oudh1590 www.dineout.co.in www.tripadvisor.in www.foodpanda.in www.burrp.com/kolkata/oudh-1590-kalighat-

listing/382589 www.telegraphindia.com/1130520/jsp/t2/

story_16916890.jsp timescity.com › Kolkata › Kalighat

Steps taken by Competitors yummraj.com/2014/05/10/oudh-1590-23b-

desapriya-park-west-kolkata/ hillpost.in/2014/08/6-places-in-kolkata-

where.../comment-page-1/ www.justdial.com/Kolkata/Oudh.../033PXX33-

XX33-150516145653-Y... https://www.swiggy.com/kolkata/oudh-1950-

salt-lake www.grouptable.com › kolkata › ekdalia https://en.wikipedia.org/wiki/Wajid_Ali_Shah www.thehindubusinessline.com/news/.../

kolkata...gets.../article7685814.e... www.ixigo.com › kolkata tourism › food ›

restaurant › oudh 1590 https://www.youtube.com/watch?

v=5RwqP3N7czM


Sample Meta Tag (Arsalan) <meta http-equiv="Content-Type" content="text/html;

charset=utf-8" /><title>Arsalan Biriyani Palace in Rajarhat Gopalpur, Kolkata | Firstdial</title> <meta name="Title" content="Arsalan Biriyani Palace in Rajarhat Gopalpur, Kolkata | Firstdial" /><meta name="description" content="Arsalan Biriyani Palace in Rajarhat Gopalpur, Kolkata with Address, Phone number, Mobile number, All ratings. Visit Firstdial for Arsalan Biriyani Palace in Rajarhat Gopalpur, Kolkata." />


Who is Talking about onlyAlibaba? Lookup Forums and add some more conversation or reviews:

http://www.indiamike.com/ https://www.reddit.com/. infochangeindia.org/ www.coolsocial.net/sites/ http://www.traveltripper.com/ http://www.makemytrip.com/

http://www.indiamike.com/

http://www.coolsocial.net/sites/

http://www.traveltripper.com/


SEO

Search Engine Optimization4


SEO

GLOBAL CONSULTING PLATFORM

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural“ search results for targeted keywords.

The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically.


What is a Crawler?


A web crawler (also known as a web spider or web robot) is a program or automated script which browses the World Wide Web in a methodical, automated manner at regular intervals

A web crawler is a type of software agent. In general, it starts with a list of URLs to visit, called the seeds. As the crawler visits these URLs, it identifies all the hyperlinks in the page and adds them to the list of URLs to visit, called the crawl frontier. URLs from the frontier are recursively visited according to a set of policies.

Preventing indexing: To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain.

Example that tells all crawlers not to enter into four directories of a website: User-agent: * Disallow: /cgi-bin/ Disallow: /images/ Disallow: /tmp/ Disallow: /private/ Example that tells a specific crawler not to enter one specific directory: User-agent: BadBot Disallow: /private/


How can I create a Google-friendly site?


Give visitors the information they're looking for: Provide high-quality content on your pages, especially your homepage.

Make sure that other sites link to yours Make your site easily accessible: Build your site with a

logical link structure. Every page should be reachable from at least one static text link.

Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.

Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.

Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images.

Make sure that your TITLE tags and ALT attributes are descriptive and accurate.

Check for broken links and correct HTML. If you decide to use dynamic pages (i.e., the URL contains a

"?" character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them few.

Keep the links on a given page to a reasonable number (fewer than 100).

Have other relevant sites link to yours. Submit your site to Google at

http://www.google.com/addurl.html. Submit a Sitemap as part of our Google Webmaster Tools.

Google uses your Sitemap to learn about the structure of your site and to increase our coverage of your webpages.

Make sure all the sites that should know about your pages are aware your site is online.

Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.

Keywords analysis: count of keywords from various search sites

Newsletters about new features, services


Keywords Analysis


Consider using both singular and plural forms of the important words in your Title Tag. For instance, you may use both 'loan' and 'loans' while making the Title Tag. Google is still experimenting with Stemming (interchange of singular and plural terms); however, it is fluctuating in its deployment frequently. A word of Caution: Do not overdo it.

Title Tag length : Google usually reads about 90 characters of your Title Tag. Therefore, a Title Tag of about 80-90 characters is good enough.

Do not use keywords repeatedly as the density of your keywords does not matter in your Title Tag. The sequence in which keywords appear in your Title Tag is important. Try using natural phrases for your Title Tag, which read

better and will likely conform to your Keyword Phrases. Avoid using the same Title Tag throughout your site. Try using a unique Title Tag for each web page and use keyword Phrases

that holds theme relevance to that page. You also get to leverage more keyword phrases if you individualize the Title Tag in all pages.

Most search engines are not case sensitive ; therefore, you can write your Title Tag in a way that looks most visually appealing. Title Tag should ideally read like a phrase that makes some grammatical sense, not just a collection of keywords. This is all the

more important as the Title Tag usually appears as the text when you 'bookmark' or add a page to your 'favorites' list. Therefore, it should make sense when a person reads it later. For instance, if you want to include the keywords Home Loans, fast clearance, No credit check in your Title Tag, you can write a Title Tag that reads: Home Loans: fast clearance with no credit check.

Ref: http://www.promotingwebs.com/search-engine-optimization-seo/seo-title-tag-meta-description-tag.html


Quality Guidelines


Make pages for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as "cloaking."

Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?"

Don't participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or "bad neighborhoods" on the web, as your own ranking may be affected adversely by those links.

Don't use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate our Terms of Service. Google does not recommend the use of products such as WebPosition Gold™ that send automatic or programmatic queries to Google.

Quality guidelines - specific guidelines Avoid hidden text or hidden links. Don't use cloaking or sneaky redirects. Don't send automated queries to Google. Don't load pages with irrelevant keywords. Don't create multiple pages, subdomains, or domains with substantially duplicate content. Don't create pages that install viruses, trojans, or other badware. If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that

gives users a reason to visit your site first.


Things to Avoid


Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site.

Don't feel obligated to purchase a search engine optimization service. Some companies claim to "guarantee" high ranking for your site in Google's search results. While legitimate consulting firms can improve your site's flow and content, others employ deceptive tactics in an attempt to fool search engines. Be careful; if your domain is affiliated with one of these deceptive services, it could be banned from our index.

Don't use images to display important names, content, or links. Our crawler doesn't recognize text contained in graphics. Use ALT attributes if the main content and keywords on your page can't be formatted in regular HTML.

Don't create multiple copies of a page under different URLs. Many sites offer text-only or printer-friendly versions of pages that contain the same content as the corresponding graphic-rich pages. To ensure that your preferred page is included in our search results, you'll need to block duplicates from our spiders using a robots.txt file. For information about using a robots.txt file, please visit our information on blocking Googlebot.


List of SEO Points


Here is a short list of SEO points to keep in mind: Keyword research on site theme Strong use of keywords on the home page to maximize initial SEO strength Placing the most effective keywords PPC campaigns such as Google

Adwords (http://en.wikipedia.org/wiki/AdWords) and Adsense (http://en.wikipedia.org/wiki/AdSense)

Link sharing Articles written about the site products and services containing links


Choosing Keywords


The use of carefully selected words to optimize a site’s content for search engines presents one explanation. Keywords will be relevant words and parts of phrases that relate to the site content.

what are the most useful keywords for a site? Establish what keywords are most used in the context of the site content and theme. The SEO campaign begins at this point and

does not need to be an difficult process. There is no set number of keywords that can be put forward here for driving traffic. If keyword density is to be utilized, a ball park figure can be derived by dividing the number of instances of the keyword by the total number of words in the content. Then multiply by a hundred to see the keyword density percentage. Safe figures fall between 10 - 15% and up to 25% but this is just a guideline and not a rigid rule. The point is that your keywords depend on your target audience's needs, and what keywords they will use to locate sites that will provide the information sought through a search on Yahoo or Google. For example, your text should contain commonly searched keywords, so that your site is picked up by the search engines. At the same time, however, you have to be careful, that you do not stuff your text with keywords, without bothering about its readability. This might entail your content as being labeled as spam by the search engines and getting banned from them.

When compiling the list of keywords, bear in mind what will be sought on search engines by the target audience. The focus of the site should revolve around the keywords, not the other way round.

The initial main factors to consider are: Popular keywords related to the site theme. Keywords should reflect the focus of the site's target audience. META Keywords Tag is Ignored by Google - Google ignores the META keywords tag, so, optimizing of this tag is not going to help

us any with Google, We can keep these for other search engines.


List of SEO Points – SEO Copywriting SEO copywriting should accomplish two fold objectives; it should be compelling enough for the reader as well as appealing

enough for the search engines. What exactly is SEO Copywriting? It may be described as the skillful art of writing content for your website so that it appeals to your targeted traffic / users as well

as conforms to the search engine’s requirements for greater visibility on the internet. For example, your text should contain commonly searched keywords, so that your site is picked up by the search engines. At the

same time, however, you have to be careful, that you do not stuff your text with keywords, without bothering about its readability. This might entail your content as being labeled as spam by the search engines and getting banned from them.

The solution lies in writing unique and interesting content, with just the right number of targeted keywords inserted , so both the purposes are served: of rich compelling content as well as a appealing to the needs of the search engines.

How do you write the most effective SEO copywriting? A helpful suggestion for effective SEO copywriting would be to base your text in the form of an upside down triangle. The base

of the triangle should contain your most vital text with key words, while the tip of the triangle should contain information that might not be so important or relevant. The base (the first 200 words of the text) is very important.

It should contain your target keywords as well as an overall overview of the content matter you are writing. The user usually decides to read on the rest of the content only after he feels that the first 200 words are worth while.


Link Sharing Another strategy is link sharing. There are bound to be similar sites that may already have heavy traffic on their pages. Sharing

links with such sites, and therefore traffic, benefits both parties. Articles The best way to accomplish this is to write articles as part of a blog or for free article submission sites like articlesbase.com.

Write articles on the theme of the site on submission sites. Links back to the site being promoted can be placed in these articles. Find blogs and forums that will allow the hosting of articles with links that will allow visitors to click through to the site.


Increase Website Traffic Through Site Analytics Web analytics provide a powerhouse of valuable data which can be

harnessed by you to propel your website traffic figures in no time. Do you know who is visiting your web site? Wouldn't it be great if you

also knew from where they were arriving, how much time they were spending on your site, and most significantly, from which page they were departing from your web site and why? Site tracking and analysis terminology:

Improving Visitor Counts through Page Views: A Page View refers to the total views of every page on your web site. A Unique Page View is a page view by a unique person within a twenty-four hour period. Where as page view counts are site specific, unique page views are visitor specific. Both communicate important information about visitor behavior patterns and provide valuable insights into your search engine ranking-- parameters that are critical to increasing web site traffic.

Gauging Site Popularity through Hits: The reason why there is some confusion about this term is because it emanates from server technology and not from the art and science of visitor tracking and web analytics. A Hit merely refers to the number of information requests received by a hosting server. The number of hits is determined by the number of objects on a page. For example, if your home page has twenty-one objects, your site hosting server will record the page access as twenty-one hits. A word to the wise... It is best to use this statistic cautiously for what it is worth and not to be misled by inflated hit counts when implementing your online marketing plan designed at increasing web site traffic to your site.

Referrer or Visitor Source: A Referrer or Referring Link also known as the Visitor Source is a page which links to your web site. By looking at your referrers, it is possible to accurately identify the pages from where your site visitors are arriving. Visitors usually arrive from one of these three sources:

From another web site that has linked to your site A search engine results page Directly from a browser launch Referral data is a gold mine of information to increase web site traffic

because it clearly pinpoints the keywords or key phrases being used by searchers to arrive at your web site and the search engines that are sending you the traffic. You can use this data to conduct more targeted and meaningful keyword analysis, refine existing keywords and submit your site to search engines and directories where you are not listed. This data can also be used to further optimize the content of your web pages for improved search engine rankings (SERs).

If you are listed on a search engine such as MSN and begin to notice that you are receiving little or no traffic from that search engine, you can re-examine your web site to see if all the submission requirements are being fulfilled, make the changes and then re-submit to MSN. This method can go a long way towards increasing web site traffic from search engines with low traffic origins.


User Agent and Site Traffic Stats :A User Agent is the software that is used by site visitors to access your web site. A User Agent could be a: Browser such as Internet Explorer, Mozilla Firefox or Safari PHP script pasted on a web page that points to your site Search engine spider programmed to index your site This valuable data can be leveraged to precisely identify the last time a search bot visited your web site to index it. You can also view the cache of

your web site on search engine results to see how recently your site was indexed by that search engine. You can also use this data to map traffic trends, spot site abuse and trigger corrective action.

Geographical Location and Mission-Critical Statistics: Many web analytics packages and hosted services provide this information using IP look-up technology. They compile data about the geographical location of site visitors as well as the time of the day during which they visit your web site. You can deploy this data to fine-tune your marketing strategy specially in those regions of the world from where site traffic is below

average. You may also wish to consider using a mash-up by overlaying this data on Google Earth for a more fulfilling experience with an enhanced visual orientation.

There are still other types of traffic intelligence web analytics systems can provide. They include: The length of time a site visitor stayed on your web site The URL of the page on which site visitors land and exit your web site The operating system (Windows XP, Vista etc.) and browser resolution settings on the monitors of site visitors Web Analytics and Improved Customer Service: Increasing web site traffic, in and of itself, does not lead to increased conversions. The manner in

which you use web analytics data depends largely on your site's functionality and its purpose. For instance, if your site has a customer service orientation and provides live chat support for your customers, web analytics data is critical since it enables you to further tweak the type and nature of your customer service. This key aspect of the overall customer service delivery process is of paramount importance because customer surveys continue to reveal the general level of dissatisfaction among customers regarding the quality of service on Internet e-transaction sites.


Action Plan Evaluate current website based on web design guidelines Identify Key areas which require changes or additions Share on social media networks Write Blogs Add “Follow Us” for blogs & social media pages (LinkedIn, Facebook, Twitter) Add account in Google Webmaster Add account in Google Analytics Link sharing List of meaningful, relevant keywords which are commonly used to search for this website Relevant descriptions for each page Add meta tags for each page Add downloadable brochures, presentations, video clips and pictures


Useful Links How Google works? http://www.google.com/technology/index.html How to make webpage which comes earlier in google? http://www.google.com/support/webmasters/bin/answer.py?answer=35769 In general web promotion means different aspects: What keywords to use?

http://www.leyline.net/keyphrase_analysis.shtml Google’s tool to analyze and find which keywords are in :

https://adwords.google.com/select/KeywordToolExternal If we put www.xpflow.com (brand does not appear to be one of the keywords which google suggests from this page !!!) Which means we need to change

verbiage, title etc. We also title of the page does not contain anything about branding – only Xpflow. Need to have Brand/Brand Licensing etc.

http://www.leyline.net/ With the users who has signed up we can perform Viral marketing & Newsletters : http://www.leyline.net/viral_marketing.shtml Where do I stand: After optimizations

Lets find where am I: http://www.googlerankings.com/


References http://en.wikipedia.org/wiki/Search_engine_optimization http://www.moregoogletraffic.com/ http://www.seochat.com/ List of keywords which are looked up(per day/ per month) on search engines such as Google, Yahoo and MSN:

http://www.iwebtool.com/keyword_lookup/?&num=500&p=1&sort=count&order=desc

http://en.wikipedia.org/wiki/Search_engine_optimization


About Us

Why Bhuma 5


With rapid advances in communication and information technology, location independent dispersed development teams have become the norm, allowing organizations to deliver high-quality software and solutions at low cost.

Bhuma relies on a self-organizing, self-managing, cross-functional team that is motivated, guided and supported by senior management members.

We encourage and more often than not require significant customer involvement throughout the software development process. We believe it can significantly increase productivity and help reduce the time required to deliver quality software to our clients within the estimated time frame.

Why Bhuma


THANK YOU

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