Introduction to Search Engine

Optimization Program

11th Dec 2010

Mumbai
 Source- Pinstorm
Digital Advertising Landscape
On search ads SEM

On search results SEO

On related sites Contextual

On un-related sites Banners

On a desktop Widgets

On a community Communities

On a phone Mobile

On an existing list Email / SMS

…and more ORM…

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
http://www.bing.com/communit
y/site_blogs/b/search/archive/20
10/10/13/bing-gets-more-social-
with-facebook.aspx
Or how algorithms are (said to)
be changing reguraly
 A good sense of what’s happening in digital
marketing can be found at
http://www.google.com/intl/en/corporate/histor
y.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 Google
Yahoo, 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 Search
India 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) Ranking
Read 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 placement
Location within the page, within tags.
Text proximity
Link text
Page freshness
Page Rank
Search Engine Ranking Factors

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
 SEO Recipe

Keyword Research On Page Factors Link Building Improved Rankings

How do people search? Page Title Internal Better Visibility
Competition level Keywords in Content External Increased Traffic
-4 word phrases Heading Tags Anchor Text More Leads/Sales
Technical Structure & Code

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 Off page Optimization

- Directory submission : A few important paid and free directories

Local Directory submission

Yellow Pages Submission

 SEO Process
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 - SEO Web Site Evaluation and Analysis Report

• 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 - Keyword Research

• 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 - Site Optimization Recommendations (Tech & Content)

• 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 - Reporting and Maintenance

• 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