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Search Engine Marketing

Session -4

Session Plan

• What is Search Engine Optimization

• Key Concepts

• Organic Vs Paid Listings

• 5 P

• SEO Process

What is SEO

Search engine optimization is the process of improving the visibility of a website or a webpage in a search engines “natural” or

un-paid (“organic”) search results

Key Concepts

• There are two key aspects of any Search Engine Marketing (SEM) strategy

– SEO

• It is the process of refining your website so that it will be indexed and ranked by search engines and leveraging your links from other sites

– Pay per click (PPC)

• It is advertising within search results; user only pays when the user clicks

Drivers of SEO

Achieving high ranking and

positioning in search engines

Enabling customers to find relevant search results

Achieving better positioning than

competitors

“On Site” Optimization

• Code analysis• Code structure• Title tags• Sitemap• URL’s• Meta Tags• Alt Tags• Key words• Headings• Site content

“Off-Site” Optimization

• Inbound linking

• External linking

• Directory registrations

Positioning30% of users click

here (paid listings)

70% of users click

here (Organic

listings)

Customer Search Insights Model

• The search tells who the user is; it segments and qualifies them Person

• The search reveals the location of the searcher as well as their destination Place

• The search indicates their timeframePriority• The search indicates what exactly is important to

the searcherProduct• The search reveals where or how (the mode) the

searcher wants to buy the productPurchase

What does search reveal

Person Place Product Priority Purchase

Age Country Topic When Online

Gender Urban Subject April Shop

Social Group Rural Summer Community

Language Next Week

Route to the Customer: Three Hoops

CustomerCompetitorSearch engineYOU

Engine

Optimization

helps Search

Engines to

understand what

to do

Competitor

Out-bid/Out-

perform your

competitors for

the words you

want to be

found for

Customer

Align with your

customers

search and

needs and

most

importantly be

relevant

How search engine works

• Search engine spider crawls the web. It ten builds an index of words it finds and their location.

• When a user searches, they actually search the index.

• The search engine presents the most relevant results of these searches from the index

SEO Process

On Page

Off Page

Analysis

Goals 2. On Page Optimization• Keywords• Content• Meta Tags• Site Supports

3. Off Page Optimization• Link Building• Link format• Directory

Submissions• Social Linking

1. Goals • Understand the

Benefits of SEO• Choose & Set

Goals

4. Analysis & Iteration• Analysis Tools• Performance

Baseline• Review and

Iteration

Goals

• Benefits of high listing position in organic search for business– Increased click through– Increased engagement– Increased conversions

• Benefits of high listing position in organic search for your reputation– Increased visibility– Enhanced reputation– Credibility status– Market leadership– Competitive advantage

On page Optimization: Key Words

• Keyword is a significant word or phrases relevant to the content of your website. Search terms are the commonly used keywords that users type into a search engine to find you.

• Keyword research means finding the search phrases your customers commonly use.

Key Word Research Tools

• https://adwords.google.com

• https://www.google.com/trends

• https://developers.google.com/speed

• http://www.bing.com/toolbox/keywords

• http://www.wordtracker.com/

• http://tools.seobook.com/keyword-tools/seobook/

• http://www.wordstream.com/keywords

Key Word Selection

• Know the Sources for keywords within your organizations

– Brainstorming

– Review of marketing collateral

– Industry Jargon

– Terms

– Competitors

Key Word Selection process

• Offline research

• Online research

• Validation

• Prioritization

Content Updates

• Search engines favour websites that have unique, relevant and up-to-date content.

• Content updates can contain a broad mix of content, text, photos, videos, slides etc

Content layout

• On Page elements

– Page Headings

– Paragraph headings

– Paragraphs

– Bold text links

– Images

– Video

Alternate Text

• Image ALT text tool helps you to examine the images on your web page and tells how well they are being “seen” by search engines like Google

www.Feedthebot.com/tools/alt

Content Balance: Keyword Density

• Ensure there is consistent subject matter treatment across all the pages of the website.

• Keyword density helps you determine the content balance on a web base.

• Keyword density is the percentage of times a phrase appears on a page, in relation to the total number of words on that page.

• You should find an optimal keyword density to find the balance between writing for search engines and humans

http://tools.seobook.com/general/keyword-density/

Meta Tags

• HTML is the programming language for web pages and contains several crucial elements of SEO

• A relevant meta tag is an HTML element that provides information about the page.

• The four most relevant meta tags include, title, description, keyword and refresh

• View Source code of Optimized vs non optimized sites

Meta Title Tags

• Title tag is part of HTML and is one of the most important tags for SEO.

• Every page should have a unique content of that page.

• The content of the title page appears in the browser title bar or tab

• The title tag is the primary search link in most organic search results

• An optimal title tag should include two or three of the most important keywords of your page

Meta Description, Keyword and Refresh Tags

• The description meta tag is description of what the page contains and how it works as sales pitch on the search engine results page.

• The keywords meta tag is a list of the key words that are included on your site.

• The refresh meta tag is used to update your content on forward on to another page

URL (Universal Resource Locator)

• Keyword use in URL’s plays and important role in website optimization.

• One should use hyphens to separate words for legibility

• www.digitalmarketinginstitute.ie/courses/type/short-courses/half-day

27

But It's Not

• Index ahead of time

– Find files or records

– Open each one and read it

– Store each word in a searchable index

• Provide search forms

– Match the query terms with words in the index

– Sort documents by relevance

• Display results

Site Supports: HTML Site Map

• A sitemap is a page on your website that provides a map of the website structure in the form of text links to all other pages.

• The function of a sitemap is to help search engines to find your pages.

• It should link to every page on your site and every page should link to it.

Site Supports: XML Site Map

• A sitemap XML facilitates crawling, indexing and ranking.

• It distinguishes between sitemaps for humans and search engines (sitemap.xml).

• For example a robot.txt file limits the search engines accessibility to a website

http://digitalmarketinginstitute.com/ie//sitemap_index.xml

Customize Bot

• http://tools.seobook.com/robots-txt/generator/

Webmaster Tools

• Webmaster tools help support the indexing of a website and allow website owners to see how search engines interact with their site.

• Common webmaster tools are Google Webmaster and Bing Webmaster

• www.google.com/webmasters/tools/home

• www.bing.com/toolbox/webmaster

Off Page Optimization

• Primarily concerned with improving your website ranking

• Ranking is the position of the website in search results based on the number and quality of all websites that link to your page.

• Pages are ranked by assessing the popularity or ranking of the pages that link to you

Link Building

NIIT ImperiaIift.edu

Iift.edu

Inbound Link

Iift.edu Iift.edu/mdp

Internal Link

Inbound Linking QualityAuthoritative

sites

Influential blogs or social media

Network partners/companies

Specialist sites

Discussion Forums

Directory Links

High Quality

Low Quality

Barriers to inbound linking include

• Flash Content

• Brokers or sellers

• Keyword stuffing

• Duplicate content

• Broken links

• No follow tags

Link Building Techniques

• Directories Link Building

• Sponsorship and promotion link building

• Widget link building

• Content link building

– Articles

– Blogs

– Video and info graphics for publication on other websites

Linking Formats

• Uninformative link: Click here

• URL link: Click here

• Topic link: hair care

• Keyword link: Export solutions

Analysis: Any Reporting tool

• To analyse SEO performance of your website you should consider the following:– If the website is found– The page found– The position of the page– Technical completeness– Websites above yours– Traffic from each keyword– Conversions from teach keyword– Keywords used to find your site that brought traffic to

the site

MRIDULA@IIFT.AC.IN

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