Search Engine Search Engine OptimizationOptimization

What is SEO?What is SEO?Process of improving the volume / quality of

traffic to a web site from search engines via "natural" or un-paid search results.

Search Engine Marketing

Natural Listings Vs. Paid Natural Listings Vs. Paid ResultsResults

Natural Listings (By SEO Work)

Paid Results (PPC Advertising)

Why SEO is important from Why SEO is important from Marketer’s point of view?Marketer’s point of view?SEO pulls more traffic than PPC

Natural listings are perceived to be non-biased

SEO gives better ROI than any other marketing medium

SEO helps in creating online brand

No bidding wars

What NOT to do in SEO!!!What NOT to do in SEO!!!

Do NOT spam the search engines or you could be banned!◦ Keyword stacking or stuffing, unrelated

keywords◦ Hidden text and links, tiny text (under

10pt)◦ Duplicating pages and sites (same content,

different URLs)◦ Doorway/Gateway/Ghost pages – overly

optimized, well-ranked pages that redirect to “real” site.

◦ Page redirects (with Refresh Meta tag)

Sample Site AnalysisSample Site Analysis

Sample Site AnalysisSample Site Analysis

Sample Site AnalysisSample Site Analysis

Page Area

Description / Recommendation

Page Title All page titles are “Aegis Metal Framing.” Each page should have a unique, focused title relevant to the content and should incorporate specific keywords. Make the title read like a newspaper headline. Don’t target your company name.

Section A These navigation buttons are graphics and will not be read by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers.

Section B This is the only text on the home page that the crawler can read. Unfortunately it is a 9 point font. Some search engines consider very small fonts (below 10 point) to be spam and will ignore it. The font should be increased to 10 or 11 point.

Section C This is the site navigation menu. All items are graphics (rather than text) and are ignored by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers.

Section D This company contact information is important, but it isn’t indexed since it is a graphic. This should be changed to plain text.

SEO methodsSEO methods1. On Page Optimization

i. Meta dataii. Heading Summaryiii. Image summary

2. Off Page Optimizationi. Domain infoii. Page Rankiii. Indexed pagesiv. Last Crawled datev. Traffic Rankvi. Inbound Linksvii. Directory Submissionviii. RSS Feed

Competitor’s analysisCompetitor’s analysis

◦Find all related websites.◦Find their popularity◦Find how many sites link them.◦How many pages the website has

indexed in the search engine.

MetadataMetadataMeta Description is too long: 246

characters(>150)High number of meta keywords: 14(>10)

Page Title eBay - New & used electronics, cars, apparel, collectibles, sporting goods & more at low prices

Meta Description Buy and sell electronics, cars, clothing, apparel, collectibles, sporting goods, digital cameras, and everything else on eBay, the world's online marketplace.Sign up and begin to buy and sell - auction or buy it now - almost anything on eBay.com

Meta Keywords eBay, electronics, cars, clothing, apparel, collectibles, sporting goods, digital cameras, antiques, tickets, jewellery, online shopping, auction, online auction

Heading SummaryHeading Summary◦ No Headings

Image SummaryImage Summary◦ Total images found: 6, 5 images don't have

ALT text.Google Page Rank: 8Google Page Rank: 8Google Indexed Pages : 51Google Indexed Pages : 51Last Google Crawl Date: January 06, Last Google Crawl Date: January 06,

20102010Traffic Rank: 23, Top 0.01%Traffic Rank: 23, Top 0.01%Inbound Links: 2,29,85,085Inbound Links: 2,29,85,085Directory: Yahoo, DMOZDirectory: Yahoo, DMOZRSS Feed: Not FoundRSS Feed: Not Found

MetadataMetadataMeta Description is too long: 324

characters(>150)High number of meta keywords: 41(>10)

Page Title Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more

Meta Description

Online shopping from the earth's biggest selection of books, magazines, music, DVDs, videos, electronics, computers, software, apparel & accessories, shoes, jewellery, tools & hardware, house wares, furniture, sporting goods, beauty & personal care, broadband & dsl, gourmet...

Meta Keywords Amazon, Amazon.com, Books ,Online Shopping, book store, Magazine, Subscription, Music, CDs, DVDs, Videos, Electronics, Video Games, Computers, Cell phones, Toys, Games, Apparel, Accessories, Shoes, Jewelry, Watches, Office Products, Sports & Outdoors, Sporting Goods, Baby products, Health, Personal Care, Beauty, Home...

Heading SummaryHeading Summary◦ Total headings: 8

Image SummaryImage Summary◦ Total images found: 35, 8 images don't

have ALT text.Google Page Rank: 9Google Page Rank: 9Google Indexed Pages : Google Indexed Pages :  156,000,000156,000,000Last Google Crawl Date: January 9, Last Google Crawl Date: January 9,

20102010Traffic Rank: 19, Top 0.01%Traffic Rank: 19, Top 0.01%Inbound Links: Inbound Links: 118,998,946118,998,946Directory: Yahoo, DMOZDirectory: Yahoo, DMOZRSS Feed: FoundRSS Feed: Found

SiteGoogle Page Rank

Google Indexed Pages

Traffic Rank

Inbound Links

eBay 8 51 23 22,985,085

amazon 9 156,000,000 19 118,998,946

Competitive AnalysisCompetitive Analysis

MetadataMetadata Page title is within recommended length of 70

characters Meta Description is within recommended length of 150 No meta keyword found

Page Title PaGaLGuY.com - India's biggest CAT 2009, MBA website

Meta Description India's biggest CAT 2009, MBA website

Meta Keywords Missing

Heading SummaryHeading Summary◦ Total headings found: 18

Image SummaryImage Summary◦ Total images found: 10

Google Page Rank: 6Google Page Rank: 6Google Indexed Pages : 152,000Google Indexed Pages : 152,000Last Google Crawl Date: January 10, Last Google Crawl Date: January 10,

20102010Traffic Rank: 6074, Top 0.02%Traffic Rank: 6074, Top 0.02%Inbound Links: 4618Inbound Links: 4618Directory: Yahoo, DMOZDirectory: Yahoo, DMOZRSS Feed: FoundRSS Feed: Found

MetadataMetadataMeta Description is too long: 209>150High Number Of Meta Keywords: 30>10Page Title is too long: 84>70

Page Title CoolAvenues: CAT 2009, MBA Jobs, MBA Admissions, GMAT, MBA Forum, CAT, XAT, SNAP,CFA

Meta Description

CoolAvenues is complete portal for MBAs in business school, MBAs applying to business school and MBA recent business school graduates. CoolAvenues covers business, career, and lifestyle for the MBA community.

Meta Keywords

MBA, CoolAvenues, Business, Business school, MBA jobs, MBA career, MBA interview, Business degree, MBA program, Online mba, MBA online, Top business schools, Best business schools, Business week magazine, MBA students, Business Management, Business students.

Image SummaryImage Summary◦ Total images found: 34 , 14 image(s) don't

have ALT text. Google Page Rank: 5Google Page Rank: 5Google Indexed Pages : 22,000Google Indexed Pages : 22,000Last Google Crawl Date: January 07, Last Google Crawl Date: January 07,

20102010Traffic Rank: 24920, Top 0.08%Traffic Rank: 24920, Top 0.08%Inbound Links: 767Inbound Links: 767Directory: Yahoo, DMOZDirectory: Yahoo, DMOZDomain Info: Domain Age- 10yearsDomain Info: Domain Age- 10years

Webmaster Guidelines - GoogleDesign and content guidelines Technical guidelines Quality guidelines

Yahoo SEO ToolsOverture Keyword Selector Tool Overture View Bids Tool Yahoo! Site Explorer Yahoo! Mindset Yahoo! Advanced Search Page Yahoo! Buzz

MSN SEO ToolsKeyword Search Funnel Tool Demographic Prediction Tool Online Commercial Intention

Detection Tool Search Result Clustering Tool

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