Seo (Search Engine Optimization)

Click here to load reader

  • date post

    12-Apr-2017
  • Category

    Marketing

  • view

    51
  • download

    0

Embed Size (px)

Transcript of Seo (Search Engine Optimization)

  • Search Engine Optimization

    What are its advantages & how will you profit from an SEO technique

  • What is SEO ?

    Whenever you enter a query in a search engine and hit 'enter' you get a list of web

    results that contain that query term. Users normally tend to visit websites that are

    at the top of this list as they perceive those to be more relevant to the query. If you

    have ever wondered why some of these websites rank better than the others then

    you must know that it is because of a powerful web marketing technique called

    Search Engine Optimization (SEO).

    SEO is a technique which helps search engines find and rank your site higher than

    the millions of other sites in response to a search query. SEO thus helps you get

    traffic from search engines.

  • How Search Engines work ?

    The first basic truth you need to know to learn SEO is that search engines are not humans. Search engines

    perform several activities in order to deliver search results crawling, indexing, processing, calculating

    relevancy, and retrieving.

    First, search engines crawl the Web to see what is there. This task is performed by a piece of software,

    called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page

    to another and index everything they find on their way. Having in mind the number of pages on the Web

    (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if

    an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or

    two.

  • Web Crawlers cannot see Images

    As already mentioned, crawlers are not humans and they do not see images, Flash movies, JavaScript,

    frames, password-protected pages and directories, so if you have tons of these on your site, you'd better

    run the Spider Simulator below to see if these goodies are viewable by the spider. If they are not

    viewable, they will not be spidered, not indexed, not processed, etc. - in a word they will be non-existent

    for search engines.

    After a page is crawled, the next step is to index its content. The indexed page is stored in a giant

    database, from where it can later be retrieved. When a search request comes, the search engine

    processes it i.e. it compares the search string in the search request with the indexed pages in the

    database. Since it is likely that more than one page (practically it is millions of pages) contains the search

    string, the search engine starts calculating the relevancy of each of the pages in its index with the

    search string.

    There are various algorithms to calculate relevancy. The last step in search engines' activity is retrieving

    the results.

  • SEO Skills

    1)Link Building - link building describes actions aimed at increasing the number and quality of inbound links to a webpage with the goal of increasing the search engine rankings of that page or

    website. There are two types -

    Black Hat Link Building - Black hat link refers to the process of acquiring as many links as possible with minimal effort.

    White Hat Link Building - White hat link building strategies focus on producing high-quality as well as relevant links to the website.

    https://en.wikipedia.org/wiki/Inbound_linkhttps://en.wikipedia.org/wiki/Webpage

  • 2) Google Local Marketing - For quite some time since the introduction of Google+

    Local, managing local listings and content across Google properties has confused

    many local SEOs and local business owners alike. Now Google has launched a

    new, integrated approach called Google My Business.

    The core idea is to make it easier than ever to update business information

    across Google Search, Maps and Google+. Think of it as a kind of rudimentary

    CRM platform for small businesses (SMBs).

    https://www.google.com/business/

  • 3) Copywriting - SEO copywriting is a specialized form of online writing that:

    1. Contains keyphrases words your target reader types into a search box to find the

    information she wants.

    2. Helps online content rank higher in search results (such as Google.)

    3. Drives qualified traffic.1

    SEO copywriting is quality writing. Period. The keyphrases shouldnt make the writing hard-to-read,

    sound repetitive, or lose its conversion focus.

    How is SEO writing different from traditional copywriting?

    The main difference is: SEO writing contains keyphrases. For instance [blue cashmere sweaters] is a

    keyphrase.

  • 4) Conversion Rate Optimization - Conversion rate optimization (CRO), or

    conversion optimization is an Internet Marketing process that increases the

    amount of visitors that convert into a customer.

    A conversion is an action that a visitor to your website takes.

    A conversion can really be any goal that adds value to the business. This is

    usually a business value as in a sale or lead but can also be average order value,

    revenue per visitor, etc.

    Common actions to optimize or improve through Conversion rate optimization

    (CRO), could be opting in for a special report or lead magnet, buying a product,

    downloading an app, or really just about any task that is measurable.

    Number of desired actions / Number of total visitors to that page x 100 = Conversion Rate

  • 5) Social Media Marketing - Social media marketing refers to the process of

    gaining traffic or attention through social media sites. Social media itself is a

    catch-all term for sites that may provide radically different social actions. For

    instance, Twitter is a social site designed to let people share short messages or

    updates with others.

    On a strategic level, social media marketing includes the management of the

    implementation of a marketing campaign, governance, setting the scope (e.g.

    more active or passive use) and the establishment of a firm's desired social media

    "culture" and "tone". To use social media effectively, firms should learn to allow

    customers and Internet users to post user-generated content (e.g., online

    comments, product reviews, etc.), also known as "earned media", rather than use

    marketer-prepared advertising copy.

    https://en.wikipedia.org/wiki/Governancehttps://en.wikipedia.org/wiki/User-generated_contenthttps://en.wikipedia.org/wiki/Earned_mediahttps://en.wikipedia.org/wiki/Advertising

  • 6) Online Marketing - Online marketing refers to a set of powerful tools and methodologies used for promoting products and services through the Internet.

    Online marketing includes a wider range of marketing elements than traditional business marketing due to

    the extra channels and marketing mechanisms available on the Internet.

    Online marketing can deliver benefits such as:

    Growth in potential

    Reduced expenses

    Elegant communications

    Better control

    Improved customer service

    Competitive advantage

    Online marketing is also known as Internet marketing, Web marketing, digital marketing and search

    engine marketing (SEM).

  • Advantages of SEO

    1) Increased Traffic - Top positions on the search engine result pages receive a majority of the

    impressions and clicks, so ranking in these top positions can result in significant traffic increases for

    your website.

    2. ROI - SEO provides trackable and quantifiable results, regardless of whether you are an ecommerce

    or non-ecommerce site so there are no qualms when it comes to ROI. SEO agencies are able to track

    nearly every aspect of their strategy, like increases in rankings, traffic and conversions. Comprehensive

    analytics also provide the ability to drill down at a granular level and see demographic information and

    other engagement metrics for individuals who have interacted with your website. For Ecommerce sites,

    SEO agencies can see which paths users take in order to complete a sale, all the way down to which

    keyword they used to search for you prior to purchasing.

  • 3) Cost effectiveness - SEO is one of the most cost-effective marketing strategies because it targets users who are actively looking for your products and services online. SEO's inbound nature helps

    businesses save money as opposed to outbound strategies like cold-calling. While cold-calling can still be

    an effective strategy, the leads generated cost 61% more than leads generated by an inbound strategy

    like SEO. And since SEO also targets users who are actively searching for products and services like

    yours, the traffic resulting from SEO is more qualified than many other marketing strategies, resulting in

    cost-savings for companies.

    4) Increased site usability In an effort to make your website easier to navigate for the search engines,

    SEO simultaneously helps to make your website more navigable for users as well. SEO consists of

    rearranging the site's architecture and links to make pages within the website easier to find and navigate.

    This not only makes it easier for search engines to crawl your site and find pages, but also makes it easier

    for users to find information on your website as well.

    https://blog.hubspot.com/blog/tabid/6307/bid/31555/Inbound-Leads-Cost-61-Less-Than-Outbound-New-Data.aspx

  • 5) Brand Awareness - Since top position rankings result in significant

    impressions, having your website in these top positions on the result pages

    translates to more