Introduction to Search Engine Optimization Program

Digital Advertising Landscape

On search ads

On search results

On related sites

On un-related sites

On a community

On a phone

On an existing list

…and more

SEM

SEO

Contextual

Banners

Communities

Mobile

Email / SMS

ORM…

On a desktop Widgets

Organic Vs. Paid

Pay Per Click (PPC)

Organic Results (SEO)

Search Engine Optimization

Not a week goes by without some new developments in search

Some good sources

This could be new API’s being opened to search engines

Case : That of Twitter to Google and Facebook to Bing

Or the new look of search engines

Or how Google, Bing, Miva, Wolfram Alpha are competing with each other

Or how results are getting social media heavy

Or how algorithms are (said to) be changing regularly

A good sense of what’s happening in digital marketing can be found at

http://www.google.com/intl/en/corporate/history.html

Making Words Pay: The ABC’s of Search Engine Optimization.

What Google has become today

A Search Engine Result Page : One of the primary ways users find websites

Whether it is for news sites…

Or for ecommerce sites.

What does this mean to a website owner?

If you're on the red zone, you've hit Internet gold

SEO is the art and science of getting as close to that pot of gold as possible

What 'pot of gold'?OR

Why should you bother to do SEO?

1) Trust

Users tend to trust 'organic' results more than 'paid' results

Paid versus Organic tussle (Traffic)

2) Durability

A well built site will rank well for a long time. Payoff will be long-term.

3) Traffic

And 'free' traffic at that!

Paid versus organic tussle (Spend)

4) A good, user-friendly, useful site

Unexpected side-effect of good SEO practices

Take Learning Catalyst’s own site

Its not just about GoogleYahoo, Bing, Ask are all major players too.

Its not just web pages : Its about news results, Blogs, Images, Videos, Tweets

News results, images, tweets

2) Video, PPT, Image Searches are also increasing

YouTube is India's second largest search engine. If you have videos wouldn't you want to be found there?

Easy access to a global audience ?

3) Local SearchIndia has players ranging from Guruji.com to JustDial. Google Local is a big presence. Also local listers like Burrp and AskLaila.

Let’s open some code

Click to add subtitle

How Search Engines Work

How does the search engine do it?Find the best sites for anything from 'florist vile parle' to

‘hotels new york’

Is Google clairvoyant? Or all-knowing?Or simply magic?

Magic? Not quite.

1) Crawler/ Spider

Instead of building webs, these kind navigate them

Visiting every webpage on the way, Gather the contents of each web page it visits

2) Indexing

•‘Reading’ each webpage received • Determine what the page is speaking about • Organize the contents of the pages in a way that allows efficient retrieval

3) RankingRead the user’s query, apply formulas that decide which Web pages best

answer that query.

Formula? What formula?

What would you do? – Consolidate the next slides

There are many leverage points which can be tapped by SEO professionals

Text occurrence

Text placementLocation within the page, within tags.

Text proximity

Link text

Page freshness

Page Rank

1. Keyword Use in Title Tag

2. Overall Popularity of Site – “Trust” & “Authority”

3. Anchor Text of Inbound Link

4. Age of Site

5. Internal Link Structure

6. Keyword Use in Page Content

7. Outbound Links to Quality/Relevant Sites

8. Age of Page

9. Keyword Use in Heading Tags (H1, H2, H3)

10. Age of Link

Source: SeoMoz.org

Search Engine Ranking Factors

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SEO Recipe

On Page FactorsPage TitleKeywords in ContentHeading TagsTechnical Structure & Code

Keyword ResearchHow do people search?Competition level2-4 word phrases

Link BuildingInternal ExternalAnchor Text

Improved RankingsBetter VisibilityIncreased TrafficMore Leads/Sales

- Directory submission : A few important paid and free directories

Yellow Pages Submission

Local Directory submission

Off page Optimization

1) SEO Web Site Evaluation And Analysis Report        Non-search engine friendly issues on the web site will be researched. An extensive web site evaluation report to find all the non search engine friendly issues present on your website which stops the search engine spiders to index your web site pages on top will be provided to you.  2) Keywords Research         Most popular relevant keywords will be researched and the next step is to optimize the site for these keywords. The keywords should be popular and relevant to the site as well as being unique from the keywords of your competitors. Max. 6 per URL 3) Site Optimization Recommendations        The site will be optimized by keywords* present in the HTML tags & body elements to make the site keyword rich without spamming which is again a very important part of Search Engine Optimization (SEO). With semantic analysis to make sure that the optimization recommendation document is best for the latest search engine algorithms of major search engines like Google, Yahoo, MSN, etc. 4) Maintenance:        SEO consultancy, analysis reports** and maintenance of the search engine optimization services according to the sudden change of search engines algorithms for a period of Six months from the date of order confirmation

*Keywords will be decided through the keyword research report and mutual agreement via discussions. **Bi-monthly SEO Analysis Report which contains site traffic details and keyword performance.  ***(SEO results typically show in 50 to 60 days of upload of the site with SEO recommendations)

SEO Process

• All non-search-engine-friendly issues on the web site will be researched. An extensive web site evaluation report will then be provided to you, listing all of the non-search-engine-friendly aspects of your website

• Activity: Site study, study of competitors, definition of final SEO strategy, setting up Google tools (Webmaster and Analytics)

• Deliverables by Us: site verification codes, SEO strategy & scope

• Your activity: Giving me site & services details, insertion of verification codes on the site provided by me for the setting of Google Tools

 

SEO Process - SEO Web Site Evaluation and Analysis Report

• Research of most popular, relevant keywords which are also both similar to but unique compared to your competitors’ keywords

• Keywords will be based on your suggestions and results of the keyword research report• An extensively researched keyword report will be sent to you

• Activity: keyword research, mapping of keywords to pages in the site, review and finalization of keywords. Max 6 per URL

• Deliverables by us: keyword research report

• Your activity: review and finalize keywords 

SEO Process - Keyword Research

• Website optimization for agreed keywords to make the site keyword rich without spamming .• Delivery of recommendations to improve on SEO unfriendly tech aspects, including a semantic

analysis, taking into consideration the latest algorithms of major search engines (Google, Yahoo, MSN, etc.)

• Activity: content & head & body section SEO recommendations (addition of content on home page and inside pages, meta tag optimization, image alt tags, H1 tags, anchor text, suggestions on bold, italics, underlining content text style, footer or header crawler lines to be included), report on how to fix structural and technical errors (recommendation to rectify duplicate content issue, URL recommendation, Javascript code modification, identification of site usability issues & recommend modifications, interlinking of pages, managing re-directs, reducing site loading time, spam database checking, creating Robots.txt), XML sitemap (as soon as all the URL related tech recommendations are implemented)

• Deliverables by us: SEO recommendations, XML sitemap

• Your activity: approve & finalize SEO recommendations, SEO implementations on website or provide FTP details to me for doing the changes.

SEO Process - Site Optimization Recommendations (Tech & Content)

• A bi-monthly SEO Analysis Report will be submitted to the client containing site traffic details and keyword performance. 

• Continuous maintenance of the search engine optimization services for a period of Six Months.

• Activity: directory submission, blogs/ articles submission, link building, content & head & body section SEO recommendations continued for rest of the pages, ranking & traffic report, QC of SEO implementation done by client

• Deliverables by us: SEO recommendations, QC report, ranking & traffic report, submissions (directory, articles, link building)

• Your activity: Approve & finalise SEO recommendations, SEO implementations on the website, providing content for submissions

SEO Process - Reporting and Maintenance