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What is SEO? How does Seo works? check out this presentation to know this in more details. Learning Catalyst Provide Professional Training in Digital Marketing in India.http://bit.ly/1zvilD3
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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
57
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