Navneet  Kaushal  CEO  PageTraffic  

The Power of SEO & Social Media

Digital  Marke:ng  in  2015  

Search  

Why is SEO important?

Number  of  Searches/Day  on  Google  

Average Daily Queries on Google

3 Billion Searches/Day (announced Aug. 2012)

Growth of Google Queries in Last 5 yrs

Number  of  Searches/Day  on  Google  

3 Billion Searches/Day (announced Aug. 2012)

State  of  Search-­‐  India  

Source:  Netmarketshare  and  business-­‐standard.com    

Google  97%  

Yahoo  1%  

Bing  1%  

Others  1%  

Indian  Search  Engine  Market  Share  

Search Often Brings the Most Highly Qualified Traffic  

§  Helps  you  create  a  be=er  website  

§  Brings  in  qualified  traffic  

§  Helps  you  create  be=er  content  

§  Measurable/AcGonable  

SEO  from  a  business  perspec:ve  

DID  YOU  KNOW?  

Search  engines  cannot  read  FLASH  and  JavaScript  content.

DID  YOU  KNOW?  

SEO  is  not  only  about  keyword  opGmizaGon  -­‐  the  number  and  quality  of  incoming  links  is  also  very  important.  

DID  YOU  KNOW?  

 It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by  using  a  robots.txt  file.  

DID  YOU  KNOW?  

 The  most  important  SEO  task  is  seSng  up  a  keyword  strategy.  

DID  YOU  KNOW?  

Google  checks  for  duplicate  content  on  your  website.  

DID  YOU  KNOW?  

Google  displays  META  descripGon  content  in  the  results  lisGng.  

DID  YOU  KNOW?  

The  webpage  names  also  influence  the  rate  of  opGmizaGon  for  certain  keywords.  

DID  YOU  KNOW?  

A  common  website  mistake  is  giving  each  page  the  same  Gtle.  

DID  YOU  KNOW?  

Google  moves  websites  down  in  the  search  results  when  an  excessive  number  of  keywords  are  used.  

DID  YOU  KNOW?  

A  page’s  load  Gme  influences  the  ranking  of  your  website  in  search  engines.  

DID  YOU  KNOW?  

Search  engines  look  at  how  much  code  you  use.  Therefore,  tables  and  inline  styles  not  only  make  your  code  less  synopGc  but  could  also  affect  search  engine  ranking.  

DID  YOU  KNOW?  

It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by  using  a  robots.txt  file.  

Organic  vs.  Paid  Search  

Paid  

Organic  

Organic  vs  Paid  

Organic    •  Time  bound    •  Higher  entry  cost  (Gme  /  Rs.)    •  Lower  ongoing  cost  (Gme  /  Rs.  •  Long  term  strategy      

Paid    •  Instant  •  Lower  entry  cost  (Gme  /  Rs.)    •  Dynamic  cost  over  Gme  •  Targeted  •  Measurable  ROI  •  Short-­‐Mid  Term  Strategy    

What  all  has  changed?  

Google  -­‐  More  InformaGon  

Google  -­‐  More  Transparent  

Google  -­‐  More  Visual  

Bing  -­‐  More  Visual  

Search  Queries  –  More  Self-­‐ReferenGal  

Search  Queries  –  Longer,  More  DescripGve  

Search  Queries  –  More  Time  SensiGve  

Search  Queries  –  More  Crowd  Conscious  

AROUND  15%  OF  THE  SEARCH  QUERIES  ARE  NEW  

www.pagetraffic.com  

•  Hummingbird  •  Google  Panda:  28+  updates  •  Google  Penguin:  6  updates  •  Exact-­‐Match  Domain  (EMD)  Update    •  Page  Layout:  2  updates  •  7-­‐Result  SERPs  •  Link  Warnings  •  Knowledge  Graph  •  Venice  •  Other  Monthly  Updates:  390  

Google  Algorithm  is  Constantly  Changing    

Audience  Search  Habits  are  Changing    

Audience  Search  Habits  are  Changing    

@iacquire

The Old Consumer Decision Journey

Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898.

via Wikipedia

@iacquire

The New Consumer Decision Journey

via Google ZMOT 2012

Understanding  the  Customer  Journey  The  customer  shopping  journey  can  classified  into  sequenGal  stages.  

Awareness  

ConsideraGon  

Intent  

Due  Diligence  

Decision  h=p://gweb-­‐think-­‐tools.appspot.com/customer-­‐journey-­‐to-­‐purchase/  

Not  common,  mostly  occurs  with  high  Gcket  

items  

Shid  in  Balance  is  happening  

Copyright  ©  www.pagetraffic.in  

Link  Building  

On-­‐Page  Basics  

In  2008,  SEO  Was  This  

LINK  BUILDING  

UX  

CONTENT  STRATEGY  

MOBILE    

SITE  SPEED  

VIDEO  ON-­‐PAGE  

SEO  

CONTENT MARKETING

In  2015,  SEO  is  This  

Onsite  Op:miza:on  

•  On-­‐site  factors  play  a  big  role  in  determining  your  search  engine  rankings  

•  These  are  the  things  that  you  can  do  yourself  or  that  you  can  task  your  web  developer  to  do  on  your  behalf  

Onsite  Op:miza:on  

Be  careful  when  using  mulGmedia  plalorms,  such  as  Flash,  parGcularly  as  navigaGonal  elements  Your  website  must  be  ‘spiderable’,  otherwise  it  won’t  get  good  search  engine  rankings  Text-­‐based  navigaGon  can  be  ‘spidered’;  links  embedded  within  a  Flash  element  cannot.  Be  careful  also  with  Javascript,  DHTML  or  other  graphical  navigaGon  elements  If  you  use  these,  provide  a  text  based  navigaGon  bar  elsewhere  on  the  page    

Use  of  mul:media  plaforms  

Your  navigaGon  structure  and  accessibility  is  criGcal  for  search  engine  rankings  –  search  engines  need  to  be  able  to  access  your  content  in  order  to  index  it  KISS  principle  Employ  the  2  click  rule  (3  click  rule  at  most)  Use  textual  links  from  your  home  page  Use  a  Sitemap  which  can  be  accessed  from  your  home  page  Employ  inline  /  contextual  links  

Onpage  Naviga:on  

The  singularly    most  important    on-­‐site  factor!  

The  TITLE  Tag  

Almost  always  the  heading  that  Google  chooses  for  its  lisGngs.    Therefore  it  needs  to  be  enGcing  or  contain  a  call-­‐to-­‐acGon  

 

If  you  do  one  thing  to  your  site,  then  this  should  be  it!    

•  Include  your  chosen  keywords  within  the  TITLE  tag  –  preferably  near  the  start  of  the  tag  

•  Try  to  keep  it  to  70  characters  •  Must  be  relevant  to  the  page  content  •  Very  important  -­‐  each  page  should  have  a  different  TITLE  tag  

The  TITLE  Tag  

•  Search  engines  also  use  a  series  of  metadata  tags  that  reside  in  the  header  of  the  page  to  index  websites  

 •  These  tags  can’t  be  seen  by  human  visitors  to  your  website  –  but  they’re  sGll  interrogated  by  the  search  engines  

Metadata  Tags  

•  A  textual  descripGon  of  what  the  page  is  about  

•  Shows  up  in  Google  search  results  

The  Descrip:on  Tag  

•  Include  keywords  close  to  the  start  of  the  tag,  but  don’t  repeat  more  than  3  Gmes  

•  Try  to  keep  it  to  150  characters  •  Must  be  relevant  to  the  page  content  •  Each  page  should  have  a  different  DESCRIPTION  tag  

The  Descrip:on  Tag  

•  No  longer  counts  

The  KEYWORD  Tag  

•  Google  loves  original,  high  quality  textual  content  •  Body  text  is  extremely  important  for  search  engine  

rankings  because  this  is  what  human  users  come  to  see  

•  Keywords,  synonyms  and  variaGons  of  the  primary  keyword  combinaGon  should  be  included  in  the  body  text,  but  not  so  that  it  reads  ‘arGficially’.    It  should  read  naturally.  

 

Body  Text  

•  URLs  that  contain  keywords  are  be=er  than  those  that  don’t  

•  Quite  easy  to  do  if  your  website  is  staGc,  a  li=le  more  difficult  for  database-­‐driven  sites  

•  Don’t  make  the  URLs  too  long  because  this  will  be  seen  as  an  a=empt  to  manipulate  the  search  results  

•  Good  and  bad:  •  www.mysite.com/health-­‐insurance  •  www.mysite.com/search.asp?insuranceID=435&locID=32  

 

Keywords  in  URLs  

•  Heading  tags  –  eg.  <h1>,  <h2>  -­‐  within  the  HTML  idenGfy  headings  within  the  page  copy  and  break  up  the  text  

•  They  are  used  by  search  engines  to  determine  page  content  

•  Use  keywords  in  these  tags,  but  don’t  overdo  it.    

Heading  Tags  

•  The  ‘anchor’  text  contained  within  hyperlinks  provides  Google  with  an  understanding  of  what  the  linked  content  is  about  

•  Every  hyperlink  on  your  site  should  have  descripGve  anchor  text,  rather  than  ‘click  here…’  

•  Inline  links  or  contextual  links  are  best  •  eg.  

•  Blue  Train  Enterprises  offers  a  free  white  paper  on  how  to  opGmise  your  website  for  the  search  engines  

Link  Anchor  Text  

A.  Naked  URLs:  such  as  www.xyz.com  

B.  Generic/junk  anchors:  “click  here”,  “this  website”    C.  Brand  keywords:  PageTraffic,  pagetraffic  India,  page  traffic  

or  pagetraffic  SEO  company    

Link  Anchor  Text  Diversifica:on  

•  ALT  is  displayed  if  the  image  doesn’t  load  in  the  user’s  browser  

•  The  ALT  tag  should  describe  the  image  •  Keep  it  short  and  to  the  point  •  It  also  can  have  a  posiGve  effect    on  your  website  rankings  

•  Don’t  use  ALT  tags  as  a  place  to    stuff  keywords  

Image  ALT  Text  

•  Domain  names  no  longer  assist  in  search  engine  rankings    

•  If  you  are  thinking  of  changing  names,  or  planning  a  new  business,  think  carefully  about  the  domain  name  you  choose  

•  Best  to  have  .in  for  Indian  market,  but  if  possible  secure  .com  as  well  

•  Try  to  keep  it  short,  memorable  •  Register  the  name  for  as  long  as  possible  

A  word  on  domain  names…..  

Content  

Pick  Content  Type      

Build Content With High Search Link Intent

KEYWORD  “FACTS”  KEYWORD  “INFORMATION”  

KEYWORD  “DATA”  

Learn  the  art  of  storytelling  

•  Some  ideas  for  new  content  for  a  ecommerce  website:  •  New  products  •  Company  acGviGes  •  Special  offers  or  discounts  •  Achievements  –  awards  •  New  staff  profiles  •  Case  studies  about  your  products  or  services  •  TesGmonials  from  customers  •  ‘How  to’  guides  •  General  advice  about  products  or  services  •  ObservaGons  about  the  market  

Add  content  regularly  

Elements  of  Op:miza:on  

 “Localized”  or  targeted  content  

• LocaGon  •  Industry  

Landing  Pages  

Elements of Optimization

•  250 or more

words •  Don’t forget

locations! •  Updated content •  Avoid duplicate

content

Text  Content  

Elements of Optimization

•  Words and

phrases commonly used to describe your product, service, location, etc.

What  words  and  phrases  do  your  customers  use  to  search  for  you?  

Keywords  In  Text  

Elements of Optimization

•  Text tagged “Strong” or “Bold”

• Outbound Links

Emphasized  Text  

Promote  

A  Mashable  survey  in  August  2013  revealed  that  17.4  percent  of  global  web  traffic  comes  from  mobile  compared  to  11.1  percent  in  the  previous  year.  

Social  

Social Lives at the Top of the Funnel  

                     Social  Media  

•  Social  Media  is  forecasted  to  grow  26%  CAGR  by  2016  

**  CAGR  =  Compound  Annual  Growth  Rate  (year  over  year)    

Looking to 2015

AUDIENCE ENGAGEMENT "SOCIAL CONTENT STRATEGY"""FACEBOOK’S TEENAGE WASTELAND

1

2

3

Platforms Important question to ask?

Is the platform aligned with my objectives? Does it help build a brand community? Is it helping create a digital asset?

Common Mistake

Chasing Facebook Fans!

•  Typically less than 5% of your updates are shown to your fans

•  You need a sponsored story to reach your own fans

•  Every time you need to engage with Fans, you need to spend more!

Is Facebook page a digital asset for a brand?

Why did this happen?

•  Facebook is a Social Networking platform

•  With more ads and brand updates, user loose interest,

which harms Facebook as a platform

•  Facebook stock price was declining

•  To boost revenues, stock price, brands were asked to pay

more to reach their own fans

•  Facebook has launched new ad formats – In feeds, and

video!

Where  to  Par:cipate?

Q+A Sites

Document Sharing Sites

Build a Community, Not a Brand DETERMINE YOUR AUDIENCE"

"

FIND OUT WHAT THEY’RE LOOKING FOR OR TALKING

ABOUT""

WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE

SHARE

A Cohesive Content Plan

*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014

SOCIAL  MEDIA        AUDIENCE  BUILDING  

RELATIONSHIP  BUILDING  &  ASKING        LINK  BUILDING  

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!