Search Engine Optimization - PowerPoint

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Search Engine Optimization - PowerPoint Powered By Docstoc
					Chandru Karuppannan Mustafa Husaini

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Search Engine Optimization is the process of optimizing the volume and quality of traffic through organic search results by targeted keywords. SEO is marketing through an understanding of how search algorithms work combined with a knowledge of what human users might search for.

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Paid Inclusion Traditional Ads PPC - Pay-Per-Click SEO - Search Engine Optimization

Paid Inclusion

Traditional Ad

PPC

SEO Organic Listings

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1993 - World Wide Web Wanderer - Wandex 1994 - Submission as first SEO, Yahoo’s entry

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1995 - Web crawler indexed web pages 1997 - Algorithm crackers and spam
1998 - Multiple algorithms by Google 1999 - Off page factors considered, Google domination

2000+ - Focus on “Optimization”, Google Dance.

1997

Meta Tags

Tech Oriented

Keyword Density
Linking / Reciprocal

Linking / Buying
2007

Link baiting / Social Media

Marketing Oriented

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43% of page views come from search engine. 77% of the users go for Organic results 40% of SEO campaigns have ROI in excess of 500%, compared to 22% of PPC.

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42% of search users click the top-ranking link. 74% research products and 54% buy products using search engine

77%

74 % 54 %

43%

40%

42%

PPC
SEO
P a ge Vi e ws Or ga ni c Re sul t s 500% ROI

Organic Top Ra nk Cl i c k Listings

Re se a r c h P r oduc t s

Buy P r oduc t s

No of pages viewed before refining the search
First few listings 23%

First page First two pages
First three pages More than three pages

+ 39% = 62% + 19% = 81%
+ 9% = 90% + 10% = 100%

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Spiders Indexing
Algorithms

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Robots.txt Site Map

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White hat SEO Techniques that fall within the terms of service of the search engines. Building useful online content, labelling pages correctly, gaining high quality in-bound links from relevant sites etc Black hat SEO Any method that manipulates the relevancy or prominence of resources indexed by a search engine, usually in a manner inconsistent with the purpose of the indexing system

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On Page Optimization: This original form of SEO, is one of the main requirements necessary to improve website ranking. On-page factors includes the Web Sites Code, Design and Structure. Off Page Optimization: Off-page factors refers to the activities performed off the website. Mainly refers to – Who links to you and how they do it.

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Research your keyword Use keywords smartly. 3-4 Keywords maximum per paragraph Use Alt tags for Images More text, less Images Insert keywords and description in the <Meta> tag Don’t forget your <Title> tag. Include most important keywords there Headings are important Use text to link, not images Reduce the usage of flash

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Social media sites( Digg, Del.icio.us, etc.,) Newspaper, Magazine, articles Blogs
Directories

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Discussion groups, forums Partner sites
Quality matters not Quantity

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Spamdexing

Link Cloaking Keyword stuffing
Link spam

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Hiding keywords Doorway pages
Webpage High jacking

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Keyword selector Keyword density analyser Spider simulator
Webpage validator

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Google Webmaster Tools

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Low cost Excellent ROI Long term rewards
Cross browser compatibility

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Multiple Search Engines Compatible Complete Control
Builds online reputation

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SEO takes time Get the basics done when building the website Ongoing process
Need to be aware of Search algorithm

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Can procure good traffic Cannot assure Conversion rate
Customer focus + spider friendly = High rank

References:
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www.intraspin.com www.seomoz.org www.seochat.com www.searchenginewatch.com Grappone, “Search engine optimization: An hour a day”, John Wiley &sons Alex Michael and Ben Salter, “Marketing through search optimization : how people search and how to be found on the Web”,


				
DOCUMENT INFO
Description: Search Engine Optimization SEO Advantages Disadvantages Pay Per Click Black Hat White Hat SEO Tools Spiders Indexing Robots On Page Optimization Off Page Optimization