INSTITUTE OF MANAGEMENT STUDIES

DEVI AHILYA VISHWAVIDYALAYA

INDORE

PROJECT ON
SEO PROCESS FOR A FINANCIAL ADVISORY FIRM

A dissertation submitted for the partial fulfilment of

The degree Master in Business Administration of e-Commerce

(Year 2010-2011)

Guided by: Submitted by

Institute Of Management Studies

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 Devi Ahilya Vishwavidyalaya
Indore

CERTIFICATE
This is to certify that Mr. Nimish Dehariya has carried on the major research
project entitled “SEO Process For A Financial Advisory Firm” towards the
partial fulfilment of his two years M.B.A. (e-Commerce) Sem-IV, successfully
with hard work and sincerity under my guidance and supervision.

Project Guide:

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 Institute Of Management Studies
Devi Ahilya VishwaVidyalaya
Indore

DECLARATION
I hereby declare that the work which is being presented in this report for the
partial fulfilment of the degree of M.B.A. (e-Commerce ) Semester-IV,
submitted at IMS, DAVV, Indore is an authentic record of my work, carried out
under the kind and benign guidance of Dr. A. K. JAIN, faculty, IMS, DAVV,
Indore.

Date: ____________

Place: ____________ Nimish Dehariya

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4
 ACKNOWLEDGEMENT
A blend of gratitude, pleasure and great satisfaction is what, we feel to convey
indebtedness to all those who have directly and indirectly contributed to my
dissertation work my vocabulary fails to express my heartfelt gratitude to our
esteemed mentor Dr. A.K.Jain (Prof. of M.B.A (H.A)), who took great pains in
going through each step of my project and made valuable comments and
suggestions, guidance, keen interest, cooperation, inspiration and of course
moral support throughout the project which has helped me to prepare this
project on time.

It is a great pleasure for me to express my deep sense of respect and gratitude

to Mr. Abhishek Upadhyay, CEO, Capitalstars Global Research Limited, in
allowing me to undertake this project.

I would like to express my hearty thanks to Mr. (Manager E-Marketing) whose

teachings have made me capable enough to understand the basics of “e-
Marketing and SEO”, without their cooperation, and support the project was
not possible.

Words fail me as I thank almighty GOD, my other faculties, and my family

members for their constant guidance, encouragement, support and
endeavours throughout this project.

Last but not the least I thank my friends who’s strong believe in me and
support provided me this diligent sense of achievement.

Nimish Dehariya

TABLE OF CONTENTS
SL. NO. TOPIC PAGE NO.
01. About The Company 06
02. An Introduction to Search Engine 7-12

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 03. Importance Of Company Website 12-14
04. Search Engine Optimization
15-17
& Its Effect on Business
05. SEO Methodology 18-29
 On Page Optimization
06. Competitive Analysis 30-37

07. Sitemap Optimization 38

08. Off-Page Optimization 38-55
09. Search Engine Marketing 56-59
10. Social Media Optimization 60-65

11. Social Media Marketing 66-73

12. Conclusion 74

13. Snap Shot

About the Company

A financial adviser or financial advisor is a professional who renders financial
services to individuals, businesses and governments. This can involve
investment advice, which may include pension planning, and/or advice on life
insurance and other insurances such as income protection insurance, critical
illness insurance etc.

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Ideally, the financial adviser helps the client maintain the desired balance of
investment income, capital gains, and acceptable level of risk by using proper
asset. Financial advisers use stock, bonds, mutual funds, real estate investment
trusts (REITs), options, futures, notes, and insurance products to meet the
needs of their clients. Many financial advisers receive a commission payment
for the various financial products that they broker, although "fee-based"
planning is becoming increasingly popular in the financial services industry.
A further distinction should be made between "fee-based" and "fee-only"
advisers.
 Fee-based advisers: Fee-based advisers often charge asset based fees
but may also collect commissions.
 Fee-only advisers: Fee-only advisers do not collect commissions or
referral fees paid by other product or service providers.

Role of Financial Firm to End User or Client:

The main purpose of a financial adviser is to assist clients in the planning and
arrangement of their financial affairs, such as savings, retirement provisions,
tax treatment and wills. To ensure ethical practices, financial advisers must
understand a client's financial situation as well as their need for financial
stability. Finance can be complicated and any adviser has responsibilities
ethically to see that a client's risk is minimized, and monetarily, that money is
maximized within the established risk boundaries.

Internal Operations of Financial Advisory Firm For Increasing Business through

Internet.
Financial advisory firms have number of resources available for increasing
business, but Internet plays important role for completion of their
requirement. Lead Generation is most important part of any financial advisory
firm. And e-Marketing department is responsible for that work or lead
generation.

Search Engine
A program that searches documents for specified keywords and returns a list
of the documents where the keywords were found. Although search engine is
really a general class of programs, the term is often used to specifically
describe systems like Google,  Alta Vista and Excite that enable users to search
for documents on the World Wide Web and USENET newsgroups.

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Typically, a search engine works by sending out a spider to fetch as many
documents as possible. Another program, called an indexer, then reads these
documents and creates an index based on the words contained in each
document. Each search engine uses a proprietary algorithm to create its
indices such that, ideally, only meaningful results are returned for each query.

History of Search Engines :

In 1957, after the U.S.S.R. launched Sputnik (the first artificial earth satellite),
the United States created the Advanced Research Projects Agency (ARPA) as a
part of the Department of Defence. Its purpose was to establish U.S. leadership
in science and technology applicable to the military. Part of ARPA’s work was
to prepare a plan for the United States to maintain control over its missiles and
bombers after a nuclear attack. Through this work the ARPANET — a.k.a. the
Internet — was born. The first ARPANET connections were made in 1969 and in
October 1972 ARPANET went ‘public.’
Almost 20 years after the creation of the Internet, the World Wide Web was
born to allow the public exchange of information on a global basis. It was built
on the backbone of the Internet. According to Tim Berners-Lee, creator of the
World Wide Web, “The Internet is a network of networks. Basically it is made
from computers and cables. The World Wide]Web is an abstract imaginary
space of information. On the Net, you find computers — on the Web, you find
documents, sounds, videos, information. On the Net, the connections are
cables between computers; on the Web, connections are hypertext links. The
Web exists because of programs which communicate between computers on
the Net. The Web could not be without the Net. The Web made the Net useful
because people are really interested in information and don’t really want to
have to know about computers and cables.” With information being shared
worldwide, there was eventually a need to find that information in an orderly
manner.
The very first tool used for searching on the Internet was called “Archie”. (The
name stands for “archives” without the “v”, not the kid from the comics). It
was created in 1990 by Alan Emtage, a student at McGill University in
Montreal. The program downloaded the directory listings of all the files
located on public anonymous FTP (File Transfer Protocol) sites, creating a
searchable database of filenames.
While Archie indexed computer files, “Gopher” indexed plain text documents.
Gopher was created in 1991 by Mark McCahill at the University of Minnesota.
(The program was named after the school’s mascot). Because these were text
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files, most of the Gopher sites became Web sites after the creation of the
World Wide Web. Two other programs, “Veronica” and “Jughead,” searched
the files stored in Gopher index systems. Veronica (Very Easy Rodent-Oriented
Net-wide Index to Computerized Archives) provided a keyword search of most
Gopher menu titles in the entire Gopher listings. Jughead (Jonzy’s Universal
Gopher Hierarchy Excavation And Display) was a tool for obtaining menu
information from various Gopher servers.
In 1993, MIT student Matthew Gray created what is considered the first robot,
called World Wide Web Wanderer. It was initially used for counting Web
servers to measure the size of the Web. The Wanderer ran monthly from 1993
to 1995. Later, it was used to obtain URLs, forming the first database of Web
sites called Wandex.
Web robots are sometimes referred to as web wanderers, web crawlers, or
spiders. These names are a bit misleading as they give the impression the
software itself moves between sites like a virus; this not the case, a robot
simply visits sites by requesting documents from them.” Initially, the robots
created a bit of controversy as they used large amounts of bandwidth,
sometimes causing the servers to crash. The newer robots have been tweaked
and are now used for building most search engine indexes. In 1993, Martijn
Koster created ALIWEB (Archie-Like Indexing of the Web). ALIWEB allowed
users to submit their own pages to be indexed. According to Koster, “ALIWEB
was a search engine based on automated meta-data collection, for the Web.”
Eventually, as it seemed that the Web might be profitable, investors started to
get involved and search engines became big business. Excite was introduced in
1993 by six Stanford University students. It used statistical analysis of word
relationships to aid in the search process. Within a year, Excite was
incorporated and went online in December 1995. Today it’s a part of the
AskJeeves company.
EINet Galaxy (Galaxy) was established in 1994 as part of the MCC Research
Consortium at the University of Texas, in Austin. It was eventually purchased
from the University and, after being transferred through several companies, is
a separate corporation today. It was created as a directory, containing Gopher
and telnet search features in addition to its Web search feature.
Jerry Yang and David Filo created Yahoo in 1994. It started out as a listing of
their favorite Web sites. What made it different was that each entry, in
addition to the URL, also had a description of the page. Within a year the two
received funding and Yahoo, the corporation, was created. Later in 1994,

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WebCrawler was introduced. It was the first full-text search engine on the
Internet; the entire text of each page was indexed for the first time.
The entire directory is maintained by human input. Search engines were also
known as some of the brightest stars in the Internet investing frenzy that
occurred in the late 1990s.[10] Several companies entered the market
spectacularly, receiving record gains during their initial public offerings. Some
have taken down their public search engine, and are marketing enterprise-only
editions, such as Northern Light. Many search engine companies were caught
up in the dot-com bubble, a speculation-driven market boom that peaked in
1999 and ended in 2001.
Around 2000, Google’s search engine rose to prominence.[citation needed]
The company achieved better results for many searches with an innovation
called PageRank. This iterative algorithm ranks web pages based on the
number and PageRank of other web sites and pages that link there, on the
premise that good or desirable pages are linked to more than others.
Google also maintained a minimalist interface to its search engine. In contrast,
many of its competitors embedded a search engine in a web portal. By 2000,
Yahoo was providing search services based on Inktomi’s search engine. Yahoo!
acquired Inktomi in 2002, and Overture (which owned AlltheWeb and
AltaVista) in 2003. Yahoo! switched to Google’s search engine until 2004, when
it launched its own search engine based on the combined technologies of its
acquisitions.
Microsoft first launched MSN Search in the fall of 1998 using search results
from Inktomi. In early 1999 the site began to display listings from Looksmart
blended with results from Inktomi except for a short time in 1999 when results
from AltaVista were used instead. In 2004, Microsoft began a transition to its
own search technology, powered by its own web crawler (called msnbot).
Microsoft’s rebranded search engine, Bing, was launched on June 1, 2009. On
July 29, 2009, Yahoo! and Microsoft finalized a deal in which Yahoo! Search
would be powered by Microsoft Bing technology.

Search Engine operates, in the following order

1. Web crawling
2. Indexing
3. Searching

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WORKING OF SEARCH ENGINE

How Search Engines Work

The first basic truth you need to know to learn SEO is that search engines are
not humans. While this might be obvious for everybody, the differences
between how humans and search engines view web pages aren't. Unlike
humans, search engines are text-driven. Although technology advances rapidly,
search engines are far from intelligent creatures that can feel the beauty of a
cool design or enjoy the sounds and movement in movies. Instead, search
engines crawl the Web, looking at particular site items (mainly text) to get an
idea what a site is about. This brief explanation is not the most precise because
as we will see next, search engines perform several activities in order to deliver
search results – crawling, indexing, processing, calculating relevancy,
andretrieving.

First, search engines crawl the Web to see what is there. This task is performed
by a piece of software, called a crawler or a spider (or Googlebot, as is the case
with Google). Spiders follow links from one page to another and index
everything they find on their way. Having in mind the number of pages on the
Web (over 20 billion), it is impossible for a spider to visit a site daily just to see
if a new page has appeared or if an existing page has been modified,
sometimes crawlers may not end up visiting your site for a month or two.

What you can do is to check what a crawler sees from your site. As already
mentioned, crawlers are not humans and they do not see images, Flash
movies, JavaScript, frames, password-protected pages and directories, so if you
have tons of these on your site, you'd better run the Spider Simulator below to
see if these goodies are viewable by the spider. If they are not viewable, they
will not be spidered, not indexed, not processed, etc. - in a word they will be
non-existent for search engines.

After a page is crawled, the next step is to index its content. The indexed page
is stored in a giant database, from where it can later be retrieved. Essentially,
the process of indexing is identifying the words and expressions that best
describe the page and assigning the page to particular keywords. For a human
it will not be possible to process such amounts of information but generally
search engines deal just fine with this task. Sometimes they might not get the
meaning of a page right but if you help them by optimizing it, it will be easier
for them to classify your pages correctly and for you – to get higher rankings.

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When a search request comes, the search engine processes it – i.e. it compares
the search string in the search request with the indexed pages in the database.
Since it is likely that more than one page (practically it is millions of pages)
contains the search string, the search engine starts calculating the relevancy of
each of the pages in its index with the search string.

There are various algorithms to calculate relevancy. Each of these algorithms

has different relative weights for common factors like keyword density, links,
or metatags. That is why different search engines give different search results
pages for the same search string. What is more, it is a known fact that all major
search engines, like Yahoo!, Google, Bing, etc. periodically change their
algorithms and if you want to keep at the top, you also need to adapt your
pages to the latest changes. This is one reason (the other is your competitors)
to devote permanent efforts to SEO, if you'd like to be at the top.

The last step in search engines' activity is retrieving the results. Basically, it is

nothing more than simply displaying them in the browser – i.e. the endless
pages of search results that are sorted from the most relevant to the least
relevant sites.

Architecture Of Search Engines

Spider – A browser-like program that downloads web pages.

Crawler – A program that automatically follows all of the links on each web
page.

Indexer - a program that analyzes web pages downloaded by the spider and
the crawler.

Database– storage for downloaded and processed pages.

Results engine – extracts search results from the database.

Web server – a server that is responsible for interaction between the user and
other search engine components.

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IMPORTANCE OF COMPANY WEBSITE:

Firm should have a good website and reasons for “Why Your Business Needs
a Website?” are as under:

1. Your Business is Open to the World 24/7, 365 Days a Year

Unlike your company's office that may be open from 8-5, Monday to Friday;
your company’s website is open 24 hours a day, 365 days a year. There are
many different time zones that may affect your business, which is why being
on the web makes it time convenient for everyone.

2. It's Your Online Brochure / Catalog That Can Be Changed at Anytime

A website is easier, cheaper and quicker to update than print material. Its'
capacities are almost limitless which allow you to provide users with more
comprehensive information. This will save you money on printing and
distribution costs as well.

3. Reach New Markets with a Global Audience - On the Internet you aren't that
local little business anymore. You have the potential to be seen by millions
across the globe. Did you ever think your company would have the possibility
of doing business around the world? Well, now you can. Without a doubt, the
Internet is the most cost effective way to trade nationally and internationally.

4. Improved Customer Service - By providing answers to questions on your

website, sales and information requests can be processed automatically and
immediately, whether someone is in the office or not. Online forms can be
used to allow customers to request quotations or ask further information. Save
costs by allowing users to download invoices, proposals and important
documents.

5. Present a Professional Image - For a small business, a well-designed web site

is a great way of instilling confidence and looking bigger than you actually are.
In this day in age, customers assume that you already have a website. By now,
your primary competitors probably already have a presence on the Internet. If
they do, keep up with them and find ways to make yours better.

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6. Sell Your Products - Why pay expensive rent, overhead, electric bills, and all
the other costs that go along with owning a bricks-n-mortar business? Selling
in cyberspace is much cheaper and a good way to supplement your offline
business. Providing secure online ordering is very affordable for even the
smallest businesses.

7. Promote Your Services - Lawyers, doctors, financial consultants,

entertainers, realtors and all service oriented businesses should let customers
know that they have a choice. Millions of users are referring to the web and
are using company's websites to make major decisions when they need a
specialized service.

8. Gather Information and Generate Valuable Leads - You can gather

information about your customers and potential customers by using forms and
surveys. Rather than going out and getting leads, let them come to you. This is
a great tool for prospecting targeted customers looking to use your products
and services.

9. Provides Instant Gratification - People are busy and don't like to wait for
information. Give them what they want, when they want it. If your product is
suitable, offer them free samples or trials to download. This includes pictures,
brochures, software, videos, Power Point slides, music and more.

10. Great Recruiting Tool - Whether you are looking for talent or posting job
opportunities with your company, your website is a great recruiting tool for
building your business.

A few effective ways available for increasing business market over the internet
are:

1) Search Engine Optimization (SEO)

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2) Search Engine Marketing (SEM)
3) Social Media Marketing (SMM)
4) Social Media Optimization (SMO)

1. SEARCH ENGINE OPTIMIZATION

Whenever you enter a query in a search engine and hit 'enter' you get a list of
web results that contain that query term. Users normally tend to visit websites
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that are at the top of this list as they perceive those to be more relevant to the
query. If you have ever wondered why some of these websites rank better
than the others then you must know that it is because of a powerful web
marketing technique called Search Engine Optimization (SEO).

SEO is a technique which helps search engines find and rank your site higher
than the millions of other sites in response to a search query. SEO thus helps
you get traffic from search engines.

When a website is specifically designed so that it is friendly to the tools that

search engine use to analyze websites (Called spiders) is called Search Engine
Optimization.

SEO EFFECTS ON BUSINESS:

Every discovery and new idea for that matter brings with itself a lot new
opportunities and areas to explore as it open new gateways for research and
development that can be used to bring more comfort and ease to gain access
to information and knowledge but one more thriving factor related to it is the
new doors it opens for business and the economical aspects to it.

Search Engine Optimization did something similar in fact it is now a multibillion

dollar sector and with every passing day is growing by leaps and bounds. In the
initial days it did dwindled a bit but later on when it found its footing it never
looked back again and since onwards after seeing the magical results it became
the prime focus of any business or entity who want themselves to be
recognized over the world wide web but it is the micro details to it which
makes it a huge business. It is all about marketing a website; therefore the
stakeholders are not shy to invest as long as they see results but that has a cost

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to pay though first the paid inclusion into the search engine directory but what
to submit to that directory database does also comes with a certain amount in
shape of the content that is to be written that is friendly to the search engine
working so that they can categorize and rank the website accordingly. Then the
handling and constant updating of those submissions is another aspect that
also has certain charges; therefore it is this huge underground electronic
economy that runs over because of search engine optimization but to look
after this whole laborious process Search Engine Optimisation Edinburgh is a
consultancy firm who provide full services in this regard with guarantee.

Effect Of Search Engine Optimization Process On Capitalstars website.

 Increased visibility of website or ranking of the website.

(www.capitalstars.com)

 High traffic on the website.

 Increased the hits ratio on website.

 Increased the response on the website through free trial form.

 Increased the popularity of companies services or products.

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 SEO Methodology:

 Online/on page Optimization

 Offline/off page Optimization

Onpage Optimization

 Pre Optimization Report

 Key word research
 Competitors website analysis
 Rewriting robot friendly text
 H1 H2 Tags Optimization
 Title Tag Optimization
 Meta Tag Optimization
 Key words Optimization
 Alt Tag Optimization
 Website structure Optimization
 Body text and content Optimization
 Site map for link Optimization.

On page optimization:

On-Page factors are related directly to the content and structure of the
website. This normally consists of pages written in the Hyper Text Markup
Language but also applies to other document formats that are indexed by
search engines, for example Microsoft Word or PDF formats. On-page
optimization involves modifying keyword frequency in the URL, Title,
Headings, Hypertext Links and Body text. It may also involve reducing
redundant HTML codes (aka craft) produced by Web page authoring
tools and restructuring the site to produce better linked and focussed page
content.

Many search engines now discount the weight given to on-page factors
because they give too much scope for abuse by SEO experts. In theory the
visible parts of a web-page are less prone to manipulation as they have to
make sense to readers. However doorway pages with redirections and
clever use of style sheets enable different content to be served to search
engines and end users.
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Each page should target between two and four keywords directly related to
the contents. If you feel the need for more keywords then consider splitting
your content into separate pages. The Uniform Resource Locator (URL)
should contain keywords, separated by hyphens without being too long,
around 128 characters is probably a sensible upper limit for the entire URL.
The Title tag should contain the keywords with no stop words but arranged
to make sense.

<TITLE>On Page Optimization</TITLE>

This should be the first tag in the Head section of the page. There is
evidence that search engines give more weight to factors higher up the
page. The content should be properly structured with the use of Heading
(H1, H2, H3 etc) tags containing relevant keywords. Search-engines will only
index a limited amount of text in HTML tags and using too many keywords
will dilute the focus. Don't spam any of these tags, this won't be effective
and could result in a penalty.

Many website designers spend a lot of time creating Keyword and

Description meta tags. Although these may be read by search engines, for
example the description tag is used by Yahoo! to provide a short description
of the site in the Search Engine Results Pages, they are not used for ranking
pages.

<META NAME="description" content="Optimizing On-Page Factors for

Search Engine">

Personally I don't bother with them as they bulk out pages for little real
benefit. Both Google, Yahoo! and MSN Search will use the text they find on
the page as a description so make sure your first header and sentence
describe the contents. However some search engine watchers say that the
new Microsoft search engine, currently in beta tests, puts some weight on
meta-tags. There is also evidence to suggest that search engines give more
prominence earlier in the page and some engines will only index a limited
amount of body text so making the first paragraph punchy is a good idea.

Image alternate-text tags (ALT tags) are only indexed where the image is
part of a hyperlink. However ALT tags are useful for non-graphical browsing
and should be employed correctly.

     <IMG ALT="Description of Image" SRC="image.jpg">

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Comments are not indexed. Use bold/strong/italic attributes where
appropriate.

Write natural copy aimed at the end user and not search engines. Don't
worry too much about keyword density for the contents but take the
opportunity to include keywords combined in different phrases and orders
and create anchor text to related internal pages. Keep the number of links
to fewer than 50, and probably less and don't repeat identical outbound-
links. Theme related pages should be at the same level in the site hierarchy
and be linked through the site's menu structure and site map. At least one
page at the same level should link back to the home page so that search
engines that have traversed a deep-link can index the rest of the website.

For any other document format, e.g. PowerPoint, Adobe PDF etc make sure
you at least have a descriptive document title. Try to avoid formats that
search engines find hard to understand; even where a search engine can
index a format it will carry less information than plain old HTML. Avoid using
images to replace text, except occasionally in hyperlinks. Avoid formats such
as flash, shockwave and sitemaps where there is no alternative text. Avoid
HTML Frames which some search engines find hard to navigate, use Style
Sheets (CSS) instead. Style Sheets should also be used to reduce the amount
of formatting within documents. Keep pages to less than 100 kilobytes and
preferably not much more than a screen full of text. Where Javascript or
Flash menus are used include plain-text links at the bottom of the page.
These will ensure all search engines index the rest of your website.

Other factors directly under the control of the website are the amount of
content. Large websites generally rank better than small websites for a number
of reasons. Search engines also like fresh content and will spider this more
frequently. A regularly updated news page, even a blog, can provide deep links
to the rest of the website.

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Important Component Of on Page Optimization In Company’s Website-
www.capitalstars.com

Title Tag Of Companies Website

<title>Stock Tips|Commodity Tips|Intraday Tips|Equity Tips|Free Stock Tips|

Commodities</title>

Meta Keywords Of Website

Stock Tips| Stocks Tips|Free Stock Tips |Trading Strategies | Intraday Tips|
Equity Tips |Nifty Tips |Nifty Futures |NSE Tips |Share Tips |Shares Tips |
Online Trading |Share Trading |Nifty | MCX NCDEX Tips Commodity Trading|
Indian Stock Market |Share Market News|

Meta Description

<meta name="description" content="Capitalstars Indore is an Investment

Advisory Company provides Stock Tips, Free Stock Tips, Equity Tips, Intraday
Tips, Nifty Tips, Nifty Futures, Commodity Tips, F&O,MCX Tips, NCDEX" />
<meta name="keywords" content="Stock Tips, Share Tips, Shares Tips, Free
Stock Tips, Indian Share Market, Commodities, Commodity Tips, Equity Tips,
Trading Tips, Intraday Trading Tips, Stock Market Tips, Free Market Tips,
Jackpot Call, Sure Shot Stock Tips, BTST and STBT, Delivery Calls, Accurate
Stock Tips, Cash & F&O, BSE Tips, NSE Tips, Intraday Tips, Nifty, Bullion Tips,
Agri, MCX Tips, NCDEX" />

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 Components Of On Page Optimization Process:

Domain Name Selection:

How To Choose The Right Domain Name

Avoid domain names starting with 0 (zero) since it will send wrong signals to
customers. For suppose if we start domain name with 0(zero) like
www.0indiatemplesinfo.com  it may give message as no temples information
provided in this website. So unless we have good reason for keeping zero in
domain name, we should avoid using domain names starting with the digit (0)
zero. Don’t Use digit 0 in the domain name , unless it is going to be part of a
recognizable word (like 100 or 200),This is because the digit 0 is often confused
with the vowel O. In case  If you   feel that you must register a domain with the
digit 0, make sure that you also register the corresponding domain containing
the vowel O.
 It is good to register a domain name which contains a popular keyword
applicable for industry it belongs. This will help the customers to remember
the domain name far better. For searches made in Yahoo, a higher ranking will
be given to those web sites which contain the keywords in the domain, (but
this is not only the ranking factor).
 If  we have keyword in the domain name ,we  will be able to include the
keyword in the Title which will improve  ranking especially with  Yahoo , this
can also help to increase the ranking of our web site in some  other search
engines.
 We can try naming domain names starting with Digit 1, because
directories classify websites based on how good they are (or)
Based on chronological order (or) on reverse chronological order based on the
dates the websites are submitted. The other form they classify websites is
based on alphabetic order, so try domain names based o alphabetic order.
 Yahoo which is the mother of all the directories lists web sites
alphabetically based on the title that had been submitted. Yahoo wants the
title to be the official name of the web site. This shows that websites starting
with digit 1 will be placed near the top of the category.
 In case if we register domain name starting with digit 1(one) it is also
good to register domain with the vowel “ i”  and redirect visitors to the domain
containing the digit 1. This is because people will often type vowel ‘ist’ instead
of ‘1st’ (one) and vice-versa.
 Create corresponding emails like info@1stindiatemplesinfo.com 
and But don’t confuse customers by 2 domain names, this model will help only
if we are new to  business.

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 In case if we don’t like to start domain name with 1st? Consider starting
domain name with alphabetical letter “A”,”B”,”C”. Even though domains
starting with
 “A, B, C” will be listed after 10 digits, we will still   have pretty high
alphabetical placements when we start with:”A, B, or C”.
 In case if we have registered domain as temples2visit.com also  it is good
to register  another domain names as templestovisit.com, try to avoid using
domains names  that contains ‘2’ instead of “to”, ’4’ for ‘for’ and ‘u’ for ‘you’
 If yours is a serious business website try to register domain name as
“.com”. in case if .com is not available we can  consider registering a “.net”
domain, but since most people are familiar with “.com”, it is better to stick
to .com for easy recognition.
 Don’t register domain name too long.
 Your domain name should also be easy to spell and easy to remember.

The Final Suitable Domain Name of Company Is http://www.capitalstars.com

KEYWORD RESEARCH:
1.Keywords for Search engine optimization:

Keyword is nothing but “on what we are searching for

Ex: – India temples, job opportunities, web development, Telugu movies, it
solution, software training.
Key word should be “well define” and it must be a meaningful
Key Phrase: -Combination of 2 key words
Keywords are considered the most important in Search engine optimization. So
it is necessary to see that the right keyword is optimized for your website.
Choosing
Keywords are what search strings are matched against. when you start
optimization, the first thing you need to consider is the keywords that describe
the content of your web site best and that are most likely to be used by users
to find you.
Choosing the right keyword is the first and crucial step to be successful in seo
process, Before choosing keywords we need to see:
What the online population is searching for?
What are the keywords our competitors chosen?
What are the keywords that describe our website best?
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If we fail in choosing the right keyword we will waste ours or our client’s
money and time. after we have made a long and detailed list of all the
important keywords that are searched by tens or thousands a day and If you
have many competitors for that particular keywords we have chosen, chances
are that it will be difficulty to overtake them and place our website among top
ten results.
If we are not placed in the first page or on the second page or in the worst case
on the third page of the organic search results, we will have very few visitors to
visit our website. It is true that sometimes even web sites that are after the
first 50 results get decent traffic from search engines but it is certain that you
can’t count on that.
We should not get discouraged if all lucrative keywords are already occupied;
Low-volume search keywords can also be as lucrative as the high-volume ones
and their main advantage is that you will have less competition with these
keywords.
Some of the SEO experts confirm that with low volume search keywords   it is
possible with less effort and with in less budget we can achieve much better
results than targeting for high-volume search keywords.
Before selecting a low volume or high volume search keyword we need to
make an estimate about how difficult it would be to rank well for a particular
keyword.
2. Choosing the Right Keywords to Optimize for search engines :

It is impossible to achieve constant top ratings for a one-word search string as

the Web is densely populated with web sites; It will be a realistic goal when we
achieve constant top ratings for two-word or three-word search strings.
we can include one-word strings in our keywords list but if they are not backed
up by more expressions, it is waste of  dreaming for high ratings.
For Example if we have a website about temples, “temple” is a mandatory
keyword  but we will be not successful  if we  do not optimize for more words,
like “temples in India”, “temple visiting  times”, “temple gods”.
we need to think broad when choosing the keywords, When we start
optimization (seo), the first thing we need to consider is the keywords that
describe the content of the web site best and  likely to be used by users to find
the website or service provided by the website. We should understand our
users well and guess correctly what search strings they are likely to use to
search our website. Synonyms can be taken into consideration.

25
For Example, in a dog site, “canine” is a synonym and it is for sure the users will
use it, so it does not hurt to use it as a keyword in the content of the web
pages.
But search engines have algorithms that include synonyms in the keyword
match, especially in languages like English so do not rush to optimize for every
synonym.

KEYWORDS TERMINOLOGY

Keywords Levels are totally 3types

1. Low level keywords:

If the keyword competition (in Google) is <= 4 digits then it is considered as
low level keyword. For low-level keyword we can optimize a website with
in 3 months.

2. Medium level keywords :

If the keyword competition (in Google) is <= 7 digits it is considered as
medium level keyword, For medium -level key words we can optimize our
site with in 6 to 7 months.
3. High level keywords :
if keyword competition is above or equal to 8 digits it is considered as  high
level keyword  .we can optimize  these high level keyword  in 1year.
Keyword Density

Keyword density refers to the ratio or percentage of keywords contained

within the total number of index able words within a web page. It is important
for your main keywords to have the correct keyword density to rank well in
Search Engines. Keyword density ratio varies from search engine to search
engine. The recommended keyword density ratio is 2 to 8 percent. Keywords
quality is very important more than keyword quantity because if we have
keywords in the page title, the headings, and in the first paragraphs this count
more.  The reason is that the URL (and especially the domain name), file names
and directory names, the web page title, the headings for the separate sections
are more important than ordinary text on the web page . We may have same
keyword density as our competitor’s web site but if we have keywords in the

26
URL, this will boost our website ranking incredibly, especially with Yahoo
search.
Keyword Frequency:

Keyword frequency means the number of times a keyword phrase or keyword

appears with in a web page. The more times a keyword or keyword phrase
appears within a web page, the more relevance a search engines are likely to
give the page for a search with those keywords or key phrase.
Keyword Prominence:

Keyword prominence refers to how prominent keywords are within a web

page. It is recommendation to place important keywords at the start or near of
a web page, starting of a sentence, TITLE or META tag.
Keyword Proximity:
Keyword proximity refers to the closeness between two or more keywords. It
is better to have keywords placed closer in a sentence.
Keyword proximity examples:
Example 1: How Keyword Density Affects Search Engine Rankings.
Example 2: How Keyword Density Affects Rankings In Search Engine.
In above example, if someone searched for “search engine rankings,” a web
page containing the first sentence is more likely to rank higher than the
second.
The reason is because the keywords are placed closer together.

KEYWORD PLACEMENT

1. Keywords in URL
Keywords in URLs help a lot in getting better position in search engine result
pages.
Eg:-http://www.srihithatechnologies.com/webdesign.html,
Where “webdesigning’” is the keyword phrase where we attempt to rank well.
But if we don’t have the keywords in other parts of the document, we don’t
need to rely on having them in the URL.
The domain name and whole URL plays an important role IN SEO process. The
presumption is that if our web site is about cows, you will have “cows”, “cow”,
or “calf” as part of our domain name. For instance, if our web site is mainly

27
about cow milk , it is much better to name your cow site “cow-milk.net” than
“animal-milk.org”,
Because in the first case we  have two major keywords in the URL, while in the
second one we have no more than one potential minor keyword. Don’t be
greedy when hunting for keyword rich domain names. From search engine
optimization point of view it is better to have 5 keywords in the URL. But if we
imagine the URL by using 5 potential keywords it will be long and difficult to
memorize. So we need to balance keywords in the URL and the site usability.
So it is advisable to use less than or equal to 3 keywords in the URL.
Directory names and file names are also important. Often search engines will
give preference to pages that have a keyword in the file name.
For instance http://ourdomain.com/interview-tips.html is not as good as
http://tipsoninterview.com/interview-tips.html but is certainly better than
http://ourdomain.com/interview-guidence.html. The advantage of using
keywords in file names over keywords in URLs is that they are easier to change,
if you decide to move to another niche.
2. Keywords in anchor text :
If you have keyword in the anchor text in a link from another web site, this is
regarded as getting a vote not only from this web site but also from your site in
general but about the keyword in particular. So it is good to have anchor text
for inbound links.
3. Keywords in headings (<H1>, <H2>, etc tags) :
Keyword in header tags counts a lot. But before placing ensure that the web
page has actual text about the particular keyword. From literacy point of view
headings separate paragraphs into related subtopics. From seo point of view it
is good to have as many headings on a page as possible even though   it may be
pointless to have a heading after every paragraph, Especially if we have
keywords in the headings.
Even though there is no technical length limits for the contents of <h1>, <h2>,
<h3>,…. <h5> tags.
We need to be wise with the length of headings; too long headings are bad for
page readability. Another issue we need to consider is how the heading will be
displayed. Heading 1 (<h1>),  means larger font size  in this case it is
recommendable to have less than 7-8 words in the heading, otherwise it might
spread on 2 or 3 lines, which is not good.

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4. Keywords in <ALT> TAGS :
Search engine Spiders don’t read images but they  read the  textual
descriptions in the <alt> tags, so if you have images on your page, fill in the
<alt> tag with some keywords about them.
5. Synonyms :
Synonyms are not taken into account when calculating rankings and relevancy
in languages other than English. Optimizing for synonyms of the target
keywords, in addition to the main keywords is good for those sites developed
in English, for which search engines are smart enough to use synonyms as well
when ranking sites.
Examples for Synonyms
(Christmas and Xmas) (Diwali and Dipawali)
6. Keyword Mistypes :
When searching for information using a particular keyword Spelling errors are
very frequent and if you know that your target keywords have popular
misspellings or alternative spellings. Targeting these misspelled keywords
might get you some more traffic but having spelling mistakes on your website
does not make a good impression, So it is better not to use these misspelled
keywords in the content, but we can use them or try misspelled keywords in
meta tags.
7. Secondary keyword :
Optimizing for secondary keywords can be a golden mine because when
everybody else is optimizing for the most popular keywords, there will be less
competition (and probably more hits) for pages that are optimized for the
minor words. For instance, “web designing in Hyderabad” might have
thousand times less hits than “web designing” but if you are operating in
Hyderabad, you will get less but considerably better targeted traffic.
8. Keyword stemming :
In English we have words that stem from the same root.
Example:-(dog,dogs,doggy)(KISS,KISSES,KISSING)(JOKE, JOKES, JOKEY, JOKER)

If you have” JOKE” on your page, you will get hits for “JOKES” and “JOKER” as
well, but for other languages keywords stemming could be an issue because
different words that stem from the same root are considered as not related
and you might need to optimize for all of them.

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9. Keyword Dilution :
When webpage is optimized with an excessive amount of keywords, especially
unrelated ones,this will affect the performance of all the keywords and even
the major keywords will be lost or diluted in the text. So don’t target more
keywords in one single web pag.
10. Keyword phrases :
Keyword phrases consisting of several words can be optimized in addition to
keywords, e.g. “Keyword Analysis”. It is best when the keyword phrases you
optimize are popular ones, so you can get a lot of exact matches of the search
string but sometimes it makes sense to optimize for 2 or 3 separate keywords
(“keyword” and “analysis”) than for one phrase that might occasionally get an
exact match.
Some Important Keywords Of Website. (www.capitalstars.com)
1.Stock Market

2.Financial advisory firm

3.Equity Tips

4.Intraday Tips

5.Free Stock Tips

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 COMPETITIVE ANALYSIS:
Conducting a competitive analysis is an important part of the job if you're a
usability engineer or information architect. A good competitive analysis not
only produces usability metrics but also aids decision makers in their strategic
goal-setting and planning. Done right, a good competitive analysis can steer a
Web development project in the right direction.

The day will come when you're sitting happily at your desk and someone from
marketing or business development will come into your office and ask you to
do a competitive analysis for them. The company is launching a news site or
portal, and the decision makers want to be sure that their site will stand up to
the competition.

Suddenly, you're not just in the world of usability and information architecture
-- of theories and deep thinking about cognitive psychology. You're now in the
rubber-meets-the-road world of business. Although you'll be doing old-
fashioned usability analysis work, you're also expected to guide the team
toward increasing return on investment. You're expected to provide baseline
readings from which to measure success. And you're expected to help the
team snoop out what the competition is doing.

If all this sounds a little out of your league, don't worry, because it isn't. Let's
start with the basics.

First things first

The first thing to realize is that a Web site competitive analysis is usually
performed for a team of business specialists who know nothing about design,
usability, or information architecture. They don't have a clue about labeling
systems, search ergonomics, or affordance. All they want to know is what the
competition is doing and how they can do it better. Obviously, your expertise is
in usability and user experience design, so you'll be evaluating sites along the
lines of your domain expertise, but the data you gather must always point
toward making a smart business decision.

Your audience will also expect a presentation and a written report. The
presentation can knock the tops off the mountains, but the report better have
some detail in it. They expect your findings to be well organized, moving from
executive summary to appendixes loaded with relevant details.

31
The end result of your analysis is a decision -- a business decision that affects
the rollout of design and development. Your recommendations could be as
"trivial" as adding search functionality and a look-and-feel upgrade to an
already crowded deployment schedule, or it could have more far-reaching
ramifications, such as adding to a budget for content acquisition or a shift in
messaging. That's why your conclusions are so important. Arriving at them is
not just an academic exercise.

Next we'll discuss who and what you'll be analyzing.

Who's the competition?

It's very likely that you'll be given a list of competitors. Every company that has
a handle on their market space knows who the competition is. And just about
every company has a list of companies on their "target list" -- that special
subset of companies that they want to beat soundly in the marketplace.

Regardless, the list you get will likely be incomplete. That's because the people
giving you the list will have their "business" hat on, not their "functionality" hat
on. For example, if the company you're doing the analysis for is in the freight
cargo business, you're likely to get a list of other sites or portals belonging to
companies in the same business. However, it might be smart to add sites like
travelocity.com, which specializes in consumer travel, because their site
contains functionality that might be universal to all transportation applications
(i.e., departure and destination points are common to freight trucks and airline
customers).

Along with a list of competitors, you'll likely get a list of items that they want
you to focus on, or at least, a list of items they want to do better than the
competition. For example, the team might be fixated on the number of
content items deployed on their own site. If Competitor X has 500 content
items, they'll want to know how many content items Competitor Y and
Competitor Z have. The subtext will be, "How fast can we have more content
items?"

Resist any impulses to follow subtexts at this point. To follow our example, you
might dig deeper and find out that those 500 content items deployed on
Competitor X's site are outdated, badly written, and generally not useful to
their audience.

If the company you're doing the analysis for doesn't know who the
competition is, then you'll need to do some sleuthing. Find out the company's

32
Standard Industrial Classification (SIC) code and then look up other companies
in that same category. Try to find out what the company is striving to achieve
with their own Web offering and match targets appropriately. Some relevant
criteria for determining worthy adversaries are geographic location, total
revenues, total profits, and strong branding.

If you're the one drawing up the list, always check with someone at the
company who is in-the-know (usually someone in marketing or business
development). This can save you lots of pain and heartache later, and could
also save your credibility when you deliver the results of your work.

What to analyze
Now that you have a list of competitors, you need to draw up a list of items to
analyze when you visit their sites. I've developed a categorized list of items
over the years, which are included below:

 Home page. How informative is the home page? Does it set the proper
context for visitors? Is it just an annoying splash page with multimedia?
How fast does it load?
 Navigation. Is the global navigation consistent from page to page? Do
major sections have local navigation? Is it consistent?
 Site organization. Is the site organization intuitive and easy to
understand?
 Links and labels. Are labels on section headers and content groupings
easy to understand? Are links easy to distinguish from each other? Or
are they ambiguous and uninformative ("click here" or "white paper")?
Are links spread out in documents, or gathered conveniently in sidebars
or other groupings?
 Search and search results. Is the search engine easy to use? Are there
basic and advanced search functions? What about search results? Are
they organized and easy to understand? Do they give relevance
weightings or provide context? Do the search results remind you what
you searched for?
 Readability. Is the font easy to read? Are line lengths acceptable? Is the
site easy to scan, with chunked information, or is it just solid blocks of
text?
 Performance. Overall, do pages load slowly or quickly? Are graphics and
applications like search and multimedia presentations optimized for easy
Web viewing?
 Content. Is their sufficient depth and breadth of content offerings? Does
the content seem to match the mission of the organization and the
33
 needs of the audience? Is the site developing its own content or
syndicating other sources? Is there a good mix of in-depth material
(detailed case studies, articles, and white papers) versus superficial
content (press releases, marketing copy)?

I provide a rating for each question on each site visited: 1=bad, 2=poor, 3=fair,
4=good, 5=outstanding. Naturally, you may want to tweak this scale to fit your
needs, but it's important to have some kind of scale to make the job of
comparison easier. The list of resources contains links to other criteria you can
use.

Conducting the analysis

Now that you have a list of sites to visit and a list of criteria to compare, start
your analysis. Be sure to conduct your analysis with some rigor. Don't be
haphazard, and don't do things differently with each site visit. Try to analyze a
site without interruption. In other words, do everything you can to reduce bias
in your investigation.

Here are some additional guidelines:

1. Visit one site at a time, and take the same (or at least, similar) paths
through each site. Follow the checklist of criteria.
2. For each criterion, take lots of notes. You'll refer to these notes when
you organize and write your report.
3. Try to give a score for each criterion as you complete them. That way
you'll have scores for each major category as well as for each site.
4. If the company that you're doing the analysis for has an existing site,
then remember to rate them last. After visiting the company's
competitors, this will give you some sense of objectivity. This also
provides a good measurement comparison for the readers of your
report.

When you're ready, you'll need to do some number crunching. Although a

discussion of statistical methods could easily fill several books (and has), there
are, at minimum, a handful of important calculations to make for each site:

 Mean: The mean is derived by adding all values in a set and dividing by
the number of items in the set. For example, in a data set comprising
scores of 3, 4, 4, 5, 3, 2, and 5, the mean would be 26 / 7, or 3.72.
 Median: The median is derived by lining up all values in a data set from
smallest to largest and picking the one that's right in the middle. To

34
 continue our example, in a data set comprising values of 2, 3, 3, 4, 4, 4,
and 5, the median would be 3.5 (with an odd number of values, split the
two around the middle). Some feel that the median is a better
representation of an "average" score, but I think that using both the
mean and the median give you a better overall picture.
 Mode: The mode is derived by calculating the highest frequency value in
a data set. In our example data set, the mode would be 4 (there are
more 4s than any other value).
 Maximum, minimum, and spread: The maximum value in a data set is
the largest value, and the minimum value is the smallest. The spread is
the difference between these two values. To complete our example, the
minimum value is 2, the maximum value is 5, and the spread is 3.

Together, these values (mean, median, mode, maximum value, minimum

value, and spread) start to tell a story. They don't tell the whole story, but they
certainly illustrate and make plain the results of your work. For example, Web
sites that have means and medians that are far apart indicate more weight on
extreme ends of the scale (either more 1s or 5s in the established rating
system). Mode values that are significantly different from medians and/or
means also indicate clumping of values away from the normal, expected curve.
Web sites with large spreads between minimum and maximum values might
indicate a high level of inconsistency in the different portions of the site; in
other words, a site might have poor search functionality but excellent content
organization and site navigation.

You must remember one thing: the numbers you assign to any part of a Web
site are, as much as you'd hate to admit it, somewhat arbitrary. Although you
may be an expert at usability or information architecture, any number of
factors can cause bias to enter the process. You might be in a hurry, have a
pressing deadline distracting you, or your mind may wander while you're
finishing an evaluation. You might be evaluating a Web site belonging to a big
competitor, and there may be some tacit pressure to downgrade any scores
you give them.

Be as fair as you possibly can, and make it understood that the numbers you
assign are subjective scores, not the results of ironclad science. They're
assigned and used primarily to have something quantifiable to point to and
discuss, instead of just guesses and raw opinion.

35
You can perform this task of crunching numbers manually or with a
spreadsheet. Excel and other spreadsheet tools provide built-in functions for
calculating means, medians, modes, and other statistical values.

Writing the report

Eventually, you'll need to take all your notes and all those numbers you've
crunched and put them in a report. Most usability engineers and information
architects I've met would rather do anything than write, but this is one case
where what you write is as important than all the other work you've done.

Why? Because your report will be used by decision makers, and I don't mean
as filler in their inbox, either. They'll read it, digest your findings and
conclusions, and try to make decisions that affect company strategy -- or at
least, Web site deployment strategy.

Writing a report isn't that difficult; in fact, it's about the easiest piece of writing
that you'll ever undertake. Why? Because a report is very structured, and the
structure can aid your writing. A good report shouldn't contain any surprising
twists and turns. In fact, the readers of your report will be expecting something
along these lines:

 An executive summary, which contains a summary of your report. You'll

probably write this section last. Subsections of the executive summary
should include a section summarizing why you undertook the analysis, a
summary of the sites' rankings, and a summary of recommendations for
further action.
 A methods section, in which you explain the methodology you
employed for selecting and rating the sites, including what criteria you
looked at. This section provides insight into your thinking when you
undertook the analysis.
 A findings section, in which you summarize your findings for each site.
Start each subsection with the name of the site, the site's URL, and the
overall score for the site. Then go through each part of the site and
describe how it ranked, including a site section score. Do this for each
site. The findings section will comprise the bulk of your report.
 A discussion & recommendations section, in which you provide future
direction for the team. This is the appropriate section to mention

36
 integrating other sites' best practices to the site being deployed by the
company.
 One or more appendixes, in which you provide detailed information. It's
appropriate to list raw data of your findings here.

As for process, the best approach is to create a file in your favorite word
processor and fill in all the headers that mark the sections. This sets up an
informal outline that you can "fill in" as you go. My advice would be to write
the methods section first, as you know what methodology you employed.
Writing this section first will loosen you up and get the writing flowing.

Next, write the findings section. This section is the longest of the entire report
and will take you at least a day, if not more, of solid work to complete. Once
you've finished with the methods and findings sections, knock out your
recommendations and then complete the executive summary.

Add the appendixes to the back, and let the report rest for at least a day. Then
go through it again, from top to bottom, and clean up the verbiage. Remember
that shorter is better. If you can say something in 10 words, find a way to say it
in 7 or 8. Cut out as many adverbs and adjectives as possible. Remember that
those reading your report will want to get to the heart of the matter and won't
appreciate flowery language.

When you're happy with it, give the report to someone else and have them
review it. Don't pick a pushover or someone who will return it with hardly any
comments, either. Pick someone with a discriminating eye -- someone who will
ask lots of questions and nitpick. The more you cover in your report, the less
stupid you'll feel when you give your presentation.

Giving a presentation strikes more fear into people's hearts than writing does.
Usually, this fear stems from nervousness, not knowing the subject matter, or
fear of boring the audience. However, the kind of presentation you'll be giving
isn't any cause for concern, because all the obstacles have been removed for
you:

 You know the subject matter intimately.

 Your audience is genuinely interested in what you have to say.
 The subject matter is bound to captivate the audience.

When you give your presentation, avoid the impulse to talk to the slides.
Instead, use the slides as visual confirmation of what you're saying. Speak with

37
an easy, even tone, as though you were telling a group of friends something
important.

I personally don't believe in using Powerpoint slides whenever I give a speech,

but for this kind of presentation, you'll need a few well-chosen slides that
highlight your findings and recommendations. My advice to you is to create 5-7
slides with bullet points and/or data tables for this purpose.

Start by introducing yourself and then launch into why you performed the
competitive analysis. As with writing, providing this information first will
loosen you up; after all, you know both of these topics very well.

Next, talk about your methodology, and get on to the findings as soon as you
can. Don't give a blow-by-blow of each of your findings -- instead, summarize,
and use visuals to punctuate your summaries. For example, instead of talking
about each segment of each site, provide a summary of where each site
succeeded and failed, and provide that information as a table on a slide.

Finally, follow with your recommendations, and then open up the floor to
Q&A. With any luck, the process of analyzing competitor's sites, writing (and
polishing) the report, and rehearsing your presentation will mean that you're
well prepared for any and all questions. If you do get a question you don't
know the answer for, don't squirm, equivocate, or sidestep. Tell the audience
that you don't know the answer to that question and that you'll find out. Then
follow up appropriately.

You can distribute the report as an email attachment or as hard copy at the
meeting, or both. It's my opinion that handing out a hard copy report is good,
as this gives the decision makers something tangible to hold. Don't give out
copies of the report until the end of the presentation; otherwise, you risk
having your audience looking at the report instead of listening to you.

Competitor report is very important part of search engine optimization

process or on page optimization technique. I have created competitor
analysis report under guideline and followed that report. this report is very
helpful for increasing the visibility of the website on the search engine.

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SITEMAP OPTIMIZATION:

With the push for Google to be the best search engine, with the largest index,
Google allows you to submit your dynamic database URL's directly via XML
feed. Most website owners do not have the kind of time or patience required
to set up a Google sitemap.

The benefits are tremendous in Google if you have dynamic URL's or content
that is updated constantly. In our experience, once you have an establish
sitemap feed, Google will come crawl your dynamic site in hours not days. You
had better have your online store in order before submitting your feed.
Imagine the issues with getting 100 times your usual traffic and orders. Could
you fulfill that kind of instant demand for your products and services?

Let a professional help you look at the big picture. There is more to Search
engine marketing and Google Sitemap Feeds than meets the eye. Let us be
your Internet marketing consultant to shield you from what you do not know.
Do you know your business keywords?

Site map optimization is another important process of on page optimization

technique . it is a navigational tool of the website and useful for both, human
and search engine. Html sitemap for human and xml sitemap for search
engine.

OFF PAGE OPTIMIZATION

In search engine optimization, off-page optimization refers to factors that

have an effect on your Web site or Web page listing in natural search
results. These factors are off-site in that they are not controlled by you or
the coding on your page. Examples of off-page optimization include things
such as link popularity and page rank.

SEO page optimization includes both on-page and off-page optimization.

There's a big difference between the two and you should not rely on one at the
expense of the other.
When you consider the type of optimization techniques to use you must
consider 2 factors: give the search engines what they need and give your web
site visitors the information they need.
The major search engines display 2 types of results on the SERP (search engine
results page) as a result of a user search query: paid advertisements and
natural non-paid listings. Web sites can utilize one or both of these methods to

39
acquire top listing positions. The paid advertisement exists on the results page
due to an agreement by the advertiser to pay the search engine when a user
clicks on their ad. The natural listing depends on the optimization techniques
employed on the web site. This article will focus only on the natural listing.

Each search engine has their own algorithm to determine which web sites
meet their requirements and therefore obtain the higher SERP natural listing
positions (or ranks) for a given keyword or keyword phrase in a user search
query.

There are a large number of on-page optimization factors that are considered
in the search engine evaluation process. These factors include but are not
limited to: words in the web page url, title tag, meta tags, headlines, sub
headlines, keyword density, words at the beginning of the page, page content,
words that are bold, words in the links, site navigation, the structure of links
and a number of other considerations. You want to make certain that you do
not over optimize your web site and have the search engines consider your site
spammy.

There are also a number of things you can do "off your web page" to improve
your search engine page rank and increase targeted visitor traffic to your web
site. This is the area known as off-page optimization. Off-page factors should
be carefully considered and implemented to achieve a higher search engine
ranking. These factors are primarily tied to the site's linking (inbound and
outbound) techniques. This is commonly known as link popularity.

How popular are the web sites that link to you and the sites you link to? Are
the inbound links to you relevant to your site's content? How popular is your
web site? Each link to your web site from another web site (i.e., backlink) is
considered a "vote" to your site's popularity. These votes can increase the
importance of your web site from the search engine's prospective.

Some of the factors considered by the major search engines in evaluating the
off-page optimization of your web site include:

* Which web sites are linking to your site? It's critical that the web sites linking
to your site are relevant to the content on your site and the linking site is
considered an authority in its field by the search engine.

* How many web sites are linking to your site? The number of relevant sites

40
that link to you is a significant plus for your site.

* What is the Google page rank (1-10) of each web site that links to your site?
This is a major factor because a high page rank relevant site linking to your site
is much better than a low page rank site. A site's voting power increases as the
page rank of the site increases.

* What is the anchor text of each link to your site? The anchor text indicates
the area of relevance the linking site places on your site. This anchor text
should include your primary keywords. The text in the linking anchor text
should not be the same in every site linking to your site. This is not seen as
natural linking by the search engines. You need to get variability in the anchor
text.

* What is the page title of the web page that is linking to your site? It is better
if the title page of the linking web page is relevant to your site and contains
one of your keywords in its title. If it just says "link directory" then that is not
good.

* Is the link to your site a reciprocal link or a one-way link? A reciprocal link
means you have linked back to the web site that linked to you. This can be a
negative to your site because you lose some of your site's page rank to the
other site. If you do resort to reciprocal links, make certain the page rank of
the other site is the same or higher that the page rank of your linking page. The
one- way link to your site is a much better deal because you do not lose any of
your site's page rank.

* How many inbound and outbound links are on the web page linking to your
site? The page rank of the site linking to you is influenced by the inbound and
outbound links. The linking site will pass you more of its rank as it decreases
the number of outbound links.

* How important is the web site that is linking to your site in its area of
relevance? You will get more bang for your buck if the site linking to you is
considered an authority in its area.

In conclusion, you need to evaluate and utilize some of the factors in both on-
page and off-page optimization if you want to achieve high natural page listing
on the search engines.

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PROCESS OF OFF PAGE OPTIMIZATION

 Directory Submission (DS)

 Social Bookmarking (SB)
 Article Submission (AS)
 Forum Posting (FP)
 Press Release Distribution (PR)
 Search Engine Submission(SES)
 Blog Posting (BP)
 Classified Ads (CA)
 Web 2.0 (W2.0)

What is Directory Submission?

Search Engine Optimization has evolved itself from being just a step-by-step
process to achieve high ranking to a process where each website follow
different path of relevancy and quality to achieve good and optimized ranking
in the search engines. The transformation of these processes has been very
gradual with the progression towards the different web technologies being
used in building a website. The basic idea of a search engine is to provide the
most relevant output to its users, to keep up this relevancy all the major search
engines crawls and index’s different websites for the information provided by
them. The major relevancy of a website is found by checking all the links it is
getting (inbound / outbound), PR, Quality content etc. A wine website building
links to a kid’s toy store directory is something which can make the link
irrelevant, and thus also mark your website links as pointless.

Just like the Telephone Directory has numbers (arranged alphabetically),

Yellow pages directory has listing of local business, similarly web directories
have list of websites sorted the same context or category. Directory
submission is a technique of submitting your website to the same category
directories to share the information. When a student wants to find out
information related to educational institutes, he will look out for directories of
local or area specific list of educational institutes; and this is where relevancy
comes into picture. Since genuine web directories are manually handled by
admin they have a more quality and relevant content.

Directories are a rich source of relevant content and once you get a backlink
from a high PR and quality directory, search engines itself will values your
website. Manual is the perfect and ethical way of getting one-way incoming
links for your website. We at Link Bullets completely follow the relevancy path

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to achieve quality links through manual directory submissions, because search
engines give more importance to the links having the same category with
respect to the content on your site. It is trusted approach to enhance the
visibility of your website.

Each search engine has a different algorithm to index or to award a rank to the
site and one of the ways it achieves it is through finding the number of
relevant backlinks the site owns. The more number of quality backlinks the
better it is for the site. Most of the high rated directories accept only those
submissions which are relevant / not spam; that means your site is of the same
niche as the directory you want link from. The complete logic behind the
Directory submissions is to provide information to an apropos directory genre
whose content is akin to the subject matter of your site. Hence it provides your
site a platform to be visible to the users looking for equivalent information.
Directory Submission is very crucial part of the OFF PAGE OPTIMIZATION
technique. I have used some useful sites for manual Directory Submission.
www.directorycritic.com
www.directorymaximizer.com
www.submitedge.com
www.onewaytextlink.com
www.directoryroll.com
What is Social Bookmarking ?
Social Bookmarking is a conventional technique to associate your website with
various forums, blogs, social networking websites, online communities, etc
having the same context of content you are using on your website. This
technique enables a user to save his favorite web pages, share them among his
friends or to specific people by keeping them in private / public / protected
scope. Bookmark is basically used for tagging certain part which you feel is
important and might want to visit again in future, a social bookmark is
something where you are connected to hundreds of other people tagging their
important web pages online and share it with their friends or other members.
A social bookmark is like an essence to our web-world, which makes our
important information extremely accessible.

Information is the basic building block of web world, in the present scenario
any kind of information is just a click away if you know where and how to

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search; all the best search engines like Google, Yahoo, Bing etc, work primarily
on providing the most appropriate information to the searches. They are
becoming more and more content dominant, and give the highest priority to
the relevant content. So if your site is bookmarked to it best possible content
structured bookmarking site, you visibility to its target audience will increase
and hence increase the traffic on your site.

With so many social bookmarking sites being available it is very substantial

that the right category and legitimate content is chosen before bookmarking
your own site, good social bookmarking sites have votes/review/rating criteria
to your bookmark, so if it is not relevant the review might turn down the site's
visibility. As the priority is always given to authentic subject matter in the site,
a minor mistake of bookmarking at a wrong place might turn out to be a bad
remark for the site. It is always recommended to reach out to an expert rather
than take any chances with an apprentice. The mechanism of this process
might sound simple, but the major factor of success lies in the perfect
movement of procedure in a timely manner, which comes through experience
and domain knowledge of industry. We at Link bullets have expertise in almost
all industries doing business online.

This Link Building procedure has a deep impact on the becoming effective on a
social bookmarking site. The Directories have a huge database of categories,
sub categories and so on, which makes it vast and there are chances of getting
out of the track. This technique brings together not only people from the same
industry under one roof but also it provides them an opportunity to share their
information, this also leads us to Folksonomy, where you are provided with
results similar to the content you are looking for and might give you a broader
aspect of the research. Here metadata helps the search criteria by collecting all
the data about the data and deliver the user with almost all the possible search
outputs which are most relevant to his subject. The complexity of social
bookmarking is increasing with increase in information, with increase in
information there is increase in categorization of data and its sub parts, which
further leads us to finding the correct genre or niche for any particular
information. With technologies climbing up the ladder everyday and providing
more and more metadata, bookmarking has evolved considerably and still in a
progression mode. So it is extremely essential for this technique of Link
building to be performed with very calculative and analytic base because the
visibility mode is very high.
Some Important Sites Of Social Book Marking, Used For Website
www.capitalstars.com.
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1.www.delicious.com
2.www.digg.com
3.www.reddit.com
4.www.stumbleupon.com
5.www.mixx.com

What is Article Submission ?

Article Submission has been a mode of information dissemination since ages
and since there has been a progression in the awareness of our current society
a large number of people read the articles for information. It has become an
important way of strategically building links. Almost all kinds of online
promotion involve article submission, be it a new product launch or
information about already existing ones; articles submission attracts lots of
readers. It has transformed itself into an extremely powerful backlink provider.

Whenever a person wants any kinds of information, they generally read

information from top-ranking websites listed in the search engines. The more
easily visible you are to them, the more will be the traffic to the site. The most
important thing for an article is it has to be relevant and written to provide
true information to its readers. There are many technical configurations which
are kept in mind while writing such articles and submitting them to the most
appropriate directories; which is why it is always recommended to use experts
rather than done by a novice. Because the good article submissions involve a
firm understanding of the process and a lot of professional skills.

The whole world is moving towards new technologies and an era of

information where web marketing has the potential to associate consumers
with providers. The 21st Century has brought itself the punch line : “Go –
Global”, who other than the web will prove itself that it is the future; and
having said that we all know the fact most of the world has now become
online. The time has changed and so have the methods of marketing. To sell
your product or service, you have to educate people about its benefits and
those benefits are best described in articles for that particular service/product.
And we at Link Bullets take those articles to a new level where it is published to
its most appropriate consumers/readers. The art of articles submissions not
only lies in submitting them to directories but has a lot more depth in it. We
take move to bring them to the masses and spread the information.

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Web is a dynamic media, where everyday there is a new change, be it
technology or science, consumers or providers, user’s access information and
for those users there are experts who submit that information so that there is
a balance and truth is reached to one and all. This derives the fact that article
submission itself is a very important aspect of web world, and if done correctly
and regularly can make you a worthwhile provider. Article Submissions are one
of the best ways to get acquainted to your consumers and also provide them
information. With consumers becoming choosier everyday it is essential that
the content is unique and relevant otherwise they will lose interest and
eventually you might suffer. Each day brings itself innumerous websites to the
World Wide Web and makes it even tougher place for its competitors. If you
are not doing any kind of link building for your site, you might need it down the
line because, there are so many people providing the same services like yours
and getting more traffic because they are easily reachable to people via search
engines or directories.

The importance of article submissions increases with so many people looking

for particular information and surfing the net for the same. The credibility of
articles lies in the relevant content and the procedure of submission. We at
Link Bullets take complete responsibility of a productive submission, which will
be beneficial for the site and readers (provider – consumer). The articles briefly
describe about the services, activities or products; they give an understanding
to the reader about their attributes and increase their sites visibility. Article
submission is an important activity for link building procedure as it involves
relevant content being distributed among the befitting directories so that the
site gains traffic.
Article Submission Sites:
1. knol.google.com
2. ezinearticles.com
3. ehow.com
4. hubpages.com
5. squidoo.com
6. articlesbase.com
7. buzzle.com

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8. associatedcontent.com
9. technorati.com
http://www.squidoo.com/stock-tips-free

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What is Forum Posting?
Technology today has reached a level where all information is handy. With
more and more people becoming active on web, there is a huge flow of
information from one another. This information exchange paved the way for
the online forums. A forum is an online hub, where people from different parts
of the world share their knowledge and clear their doubts. Almost all forums
offer membership and once you are a member you can start a discussion,
which in technical terms is called a thread, a comment on the thread is called a
forum post. This Discussion can be based on a topic which can be selected
from the topic offered by that particular forum. A Relevant forum has good
users base, and thus joining a good forum helps in getting connected to lot of
people providing information or asking for information.

The business today needs more and more means of communication to reach
people. The fastest and most affordable method is internet. Here people from
all over the world have a platform to communicate and collect information.
Public relation has become a very important part of an organization which
formally handles the communication network. Almost every individual today
has a social-network account, through which he interacts with other people
throughout the globe. Forums also provide a stage to social networking by
means of information exchange. Taking an example of planning a trip, there
are many forums which provide complete information about various holiday
destination throughout the globe. By starting a thread to visit Switzerland/New
York/Paris etc, information like where to stay, where to eat, where to shop,
budget, hotel review etc is very easily achieved. Forum Posting is a wonderful
way to interact as well as receive information and also not to forget, it helps in
building a relationship. The forums have various topics under which you can
start a discussion, but the most important thing is to keep it alive and going. A
good forum is where the users are genuine and information provided is
authentic. Fake profile and forged information are banned in legitimate
forums;they even discontinue your account & consider you spam for such illicit
activities.

Truth is the key to success. The more truthful information you share and carry
in forum posting process the more genuine people you attract, the more
genuine people you attract the more information is shared. Thus, it makes a
very good link building technique today. Not only it share information about
certain product, place or services but also it is an important modus operandi in
education industry. Each forum post holds certain amount of information with
it. We have new technologies coming every now and then; there are good

48
technical forums also which helps the engineers, analysts, and doctors etc to
share their field specific information and attracts huge students for its relevant
information; which further enhances the credibility of that forum. If a forum
becomes popular, it gets referenced among friends, colleagues or any
information seeker which helps in more and more people joining the forum
post bandwagon. It has become a common thing of today's generation to be a
part of such forums, because it is very important to keep ourselves updated
with the most recent information in our own field and what better than joining
a relevant forum to enhance our own knowledge.

What is Press Release?

Technology today has made it possible to apprise ourselves with the most
leading-edge news in the world. Media today has become very human friendly;
all the things happening throughout the globe are just a click away. If we miss
out on something live on television we have internet to update ourselves later.
Every business today seeks customer satisfaction, and tries to make it as
customer friendly as it can to promote growth and popularity. Today, a
provider not only behaves as a provider alone by just distributing its
product/service but also it educates people about the new things. It acquaints
its consumer about the upcoming or ongoing products/services.Press Release
is something which helps a business to inform their consumers about the
company’s news.

Press Release has been used as a communication tool since a long time to
advertise as well as enlighten the consumers about the company, its products,
growth, accomplishments and many more things. Basically it is used as channel
to spread the awareness about the company through media like television,
newspaper, online news etc. Companies also share revenue information, its
growth analysis, consumer products etc. This kind of information is very
essential for generating trust among the consumers. Today various companies
are listed in stock exchange, if they want their consumers to have trust on
them to increase their market share value it’s very important that the
consumers have fair knowledge about their investments. This type of news is
legitimate information about the company and contains all authentic data
which is publicized through various channels mostly in a structured manner.
Since this data is primarily for the consumers, it is publicized mostly by public

49
relations team. It has become an important ingredient in the field of
marketing, with the advancement of technology and awareness among the
masses it is highly essential that a provider present its press releases in a
timely manner to keep updating its consumer about the activities. Since the
magnitude of this information is very high, it catches eye of almost all
newsreader and hence explain its importance to in the field of marketing,
which further implies to Link building.

Today there is a variety of media to reach the masses, but the most easiest and
affordable way is through internet. It connects the complete world and
provides a huge platform for connectivity. We at Link Bullets use this means of
connectivity with strategically designed protocols to bridge the gap between a
provider and consumer. We use Press release to inform the readers about the
various services/products. We find the right target audience for our clients to
achieve more beneficial outcome of this online networking media. Since the
audience is very huge, proper channel and strategies are followed to reach the
most appropriate users; likewise it is also very important that the press release
contains the legitimate information, for which we have dedicated writers. In
this era of internet, it is very difficult to understand the viewpoints of each and
every user, and this is where the criticality of this technique lies, if you make
some wrong moves you might end up promoting yourselves in non-useful
categories. We make sure that your release reaches the most niche
informational sites which enhances the popularity and also makes it visible to
the most appropriate target audience. This processed data in press releases
helps in spreading awareness among the masses.

What is Search Engine Submission ?

As technology is penetrating its roots through different channels and
connecting the complete globe it also becomes equally substantial for all of us
to update ourselves with the latest trends and technology. Today all businesses
required web presence to increase their visibility among their consumers vis-à-
vis a consumer of today almost always checks the web presence of a product
or product providers and compare the features. Everyone is becoming tech-
savvy and trying to catch up the more recent progression in their industry.
With the growing trend of buying things online, researching about products

50
online and acquiring information has encouraged the providers to become
more active on the World Wide Web. They keep updating the websites from
time to time, for festival there are various festive offers, for a change in season
they add seasonal changes, etc. Hence, just having a website is not enough,
there ought to be updates consistently.

Most of the industry analyst today believes that “change is the only constant”,
with the metamorphosis happening around globally it becomes important for
everyone to keep their business adaptable to the evolution. Since there is a lot
of competition in all the industries there is a requirement that everyone
improves himself to become better. For all the e-businesses, a proper
maintained website is required having the search engine optimization being
carried out by a very trustworthy and experienced company. The consumers
search a product/service online; they search it through a keyword or a
combination of few keywords. Then it becomes very crucial for those providers
to be visible to those consumers on search results. When a site is built, it has to
be optimized according to the business requirements of that particular
provider. Here comes the task of an expert SEO provider. Search engine
submission is the first step towards the optimization; this submission paves
the way for a website to get noticed more easily by the search engines and
they get crawled quickly because they are manually made noticeable for the
search engine.

A search engine submission is an important factor for a website because there

are many search engines present in the web world and when it is submitted to
the most targeted search engines the chances of getting crawled and indexed
quickly increases. The search engines today has become the main window for
providers to satisfy their consumers because the highest number of consumers
finds, searches and get aware about the products/services through the
internet. Gone are days when a consumer goes to an outlet and learns about
the product, everyone is so busy in their life that they prefer to gather all
information through the internet and then either order it online or goes and
directly buy the product. To maintain the search results relevancy, good search
engines keep changing their mode of search and hence the procedure for
optimization also changes, so it is highly recommended to either go for an

51
expert or become one, because either ways if something goes wrong it results
in bad feedback, getting banned and many worst results. So we at Link Bullets
say, “Change is a necessary evil, but change for Good”.

Search Engine Submission Sites:

www.addme.com

www.submkitexpress.com

www.freewebsubmission.com

www.pingomatic.com

www.pingler.com

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What is Blog Posting ?
World Wide Web has become the most accessible source of channel towards
information. Today every information is available online; be it sports,
entertainment, education, automobile etc. It has become a rich source of all
kinds of information. To add to this we now have social networking sites:
which again have various categories and are used regularly to keep pace with
the current technology and also gets us connected to the world of information.
Writing blogs/Blog Posting Service blog posting has become a trend these
days; people share their real life experiences, share their opinion on certain
event, share their knowledge about the new technology, and many other
things. It has given a whole new definition to freedom of expression: "the right
to speak".

There are various websites where users can write their blogs and share with
their friends and friends can comment on the blog post about their views on
the content. Blogs has become very popular and two reasons being: popularity
through citations (which include references, remark, mention), as well as
popularity through affiliation (which includes collaboration, communion,
alliance). There are many types of blog present in the blogosphere, some of
which are:

 Personal blog: People share their personal life experiences with their
friends or community. The expression here is more of casual and
explanatory showing different moods of life: sad, happy, content,
desires, experiences, beliefs, and much more.
 Sports: Here people write about various sports and sportsmen. About
upcoming tournaments and about their favorite players etc.
 Corporate or Organization blog: These blogs are more of informational
and categorized by different genre.
1. Business,
2. Finance ,
3. Automobile,
4. Real state, etc.
 Educational: This is related to the new technologies, certifications,
studies, various courses etc.
With time it has acquired many writers and readers. The importance of
blog posting increased due to more and more people reading the blogs

53
and providing comments. It then became two ways road to information;
people who write and people who read and leave remark. It has gained
so much attention that it became a process of link building, which
further helps in optimizing the relevant content websites.

54
What is Classified Advertisement?

The technology today has evolved itself from just being a source of
entertainment or communication to a bigger source of marketing,
advertisement. The provider and consumer relationship has seen a complete
make-over due to this metamorphosis. Every business has certain marketing
strategy depending upon its product or services. If the service is global the
marketing is on a globalized manner; which varies to country bound or city
bound depending upon the business flow. Evolution has hit the marketing field
in such a way that “the amount of visibility radio could provide in a decade;
Facebook today did that in a couple of months” and the results were more
authentic in the case of later. The magnitude of this transformation has made
every business to prefer the most recent ways of marketing and thus internet
is supposed to be the most affordable and fastest way to touch the masses.

The marketing campaign comprises of many modules with respect to the

requirements of the business logic. With growing number of competitors
internet searches has become all the more important for the business as it
brings them to their consumers; since the future will see more and more
businesses it is highly important to have a structured marketing and web
optimization campaign. A complete search engine procedure has many
processes which on an overall effect boosts the visibility and value of the
website. Website promotion through classified ads is an affordable and
provides the best returns on investment. There are many classifications of
classified ads like cars, furniture, automobiles, real state, beauty products,
food items etc. These different kinds of ads make it very easier for the
consumer to reach the right product and also entitle them to any kind of offer
going on. It is a very powerful technique which we can say is the part in laying
the foundation of present and future economic development.

The beauty of these ads lies in the content, as they concentrate directly on the
product or services being offered by the company. Hence attracts millions of
buyer and sellers from around the globe. Their magnitude is very high and so is
the efficiency achieved; they are superior to the newspaper and other
magazines ad posting. Though the evolution of these ads come from
newspaper and magazines itself but since the technology today has made it
possible to be connected 24*7 internet is the best and affordable place to get
your classified ads done. Earlier only available in printed publications classified
advertisements have evolved and walked into the arena of world wide web
which now makes them a great source and major player in the online

55
marketing industry. It is the way of marketing, utilizing the online classifieds
which are quick and free and also have a huge number of users.

The social, personal and professional life of every individual has become quite
easy with the growth of technology. Through classified ads, people can buy
products at an affordable cost and also sell their products through affordable
means; hence it’s a boon for both consumer and provider because it reaches
the potential users. Once an ad is posted it remains for a long duration which
allows the targeted audience to view it once. There is a variety of classifieds
present in which we can post the relevant ads, which increases the probability
to reach the best suitable audiences/consumers. Since these are free they have
become very popular and accessible by all

Some Classified Sites:

1.www.quikr.com

2.www.clickindia.com

3.www.clickin.com

4.www.olx.com

5.www.adoos.com

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 2. SEARCH ENGINE MARKETING:

Search engine marketing, (SEM), is a form of Internet marketing that seeks to

promote websites by increasing their visibility in search engine result pages
(SERPs) through the use of paid placement, contextual advertising, and paid
inclusion.[1] [2] Search engine optimization (SEO) is "optimizing" web site pages.
SEM is utilizing various means of "marketing" a person's website in order for it
to become more relevant in regard to search engine searches and their
rankings. SEM constitutes Ad words; which comprises pay per call (particularly
beneficial for local providers as it enables potential consumers to get in touch
directly to a company with one click), article submissions, advertising and
making sure SEO has been done. Also, key word analysis needs to be done for
both SEO and SEM; but not necessarily at the same time. Another part of SEM
is Social Media Marketing (SMM)

Search Engine Marketing and Optimization efficiently increases your website's

visibility on the Internet. Our search engine marketing firm believes that
everybody's business is our business. At Comet, we use innovative "White Hat"
search engine marketing techniques to drive an immense amount of traffic to
your site. The secret to search engine optimization is timing. Our Search Engine
Marketing firm, simply knows what to optimize, when to optimize it, and how
to optimize the things necessary to achieve high search engine rankings for our
customers.

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Now you say: "Great, but what do you actually do?" Good question. Let us start
off by saying: Search engine optimization involves many individual parts. First,
there is the basic business of showing up in the middle of the page when
someone searches for something and that is called: 'Natural Search Engine
Optimization'.

Determining cost per click

There are two primary models for determining cost per click: flat-rate and bid-
based. In both cases the advertiser must consider the potential value of a click
from a given source. This value is based on the type of individual the advertiser
is expecting to receive as a visitor to his or her website, and what the
advertiser can gain from that visit, usually revenue, both in the short term as
well as in the long term. As with other forms of advertising targeting is key, and
factors that often play into PPC campaigns include the target's interest (often
defined by a search term they have entered into a search engine, or the
content of a page that they are browsing), intent (e.g., to purchase or not),
location (for geo targeting), and the day and time that they are browsing.
Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount
that will be paid for each click. In many cases the publisher has a rate card that
lists the CPC within different areas of their website or network. These various
amounts are often related to the content on pages, with content that generally
attracts more valuable visitors having a higher CPC than content that attracts
less valuable visitors. However, in many cases advertisers can negotiate lower
rates, especially when committing to a long-term or high-value contract.
The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards. However, these rates are sometimes
minimal, and advertisers can pay more for greater visibility. These sites are
usually neatly compartmentalized into product or service categories, allowing a
high degree of targeting by advertisers. In many cases, the entire core content
of these sites is paid ads.

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Bid-based PPC
In the bid-based model, the advertiser signs a contract that allows them to
compete against other advertisers in a private auction hosted by a publisher
or, more commonly, an advertising network. Each advertiser informs the host
of the maximum amount that he or she is willing to pay for a given ad spot
(often based on a keyword), usually using online tools to do so. The auction
plays out in an automated fashion every time a visitor triggers the ad spot.
When the ad spot is part of a search engine results page (SERP), the automated
auction takes place whenever a search for the keyword that is being bid upon
occurs. All bids for the keyword that target the searcher's geo-location, the day
and time of the search, etc. are then compared and the winner determined. In
situations where there are multiple ad spots, a common occurrence on SERPs,
there can be multiple winners whose positions on the page are influenced by
the amount each has bid. The ad with the highest bid generally shows up first,
though additional factors such as ad quality and relevance can sometimes
come into play (see Quality Score).
In addition to ad spots on SERPs, the major advertising networks allow for
contextual ads to be placed on the properties of 3rd-parties with whom they
have partnered. These publishers sign up to host ads on behalf of the network.
In return, they receive a portion of the ad revenue that the network generates,
which can be anywhere from 50% to over 80% of the gross revenue paid by
advertisers. These properties are often referred to as a content network and
the ads on them as contextual ads because the ad spots are associated with
keywords based on the context of the page on which they are found. In
general, ads on content networks have a much lower click-through rate (CTR)
and conversion rate (CR) than ads found on SERPs and consequently are less
highly valued. Content network properties can include websites, newsletters,
and e-mails.
Advertisers pay for each click they receive, with the actual amount paid based
on the amount bid. It is common practice amongst auction hosts to charge a
winning bidder just slightly more (e.g. one penny) than the next highest bidder
or the actual amount bid, whichever is lower. This avoids situations where
bidders are constantly adjusting their bids by very small amounts to see if they
can still win the auction while paying just a little bit less per click.
To maximize success and achieve scale, automated bid management systems
can be deployed. These systems can be used directly by the advertiser, though
they are more commonly used by advertising agencies that offer PPC bid
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management as a service. These tools generally allow for bid management at
scale, with thousands or even millions of PPC bids controlled by a highly
automated system. The system generally sets each bid based on the goal that
has been set for it, such as maximize profit, maximize traffic at breakeven, and
so forth. The system is usually tied into the advertiser's website and fed the
results of each click, which then allows it to set bids. The effectiveness of these
systems is directly related to the quality and quantity of the performance data
that they have to work with - low-traffic ads can lead to a scarcity of data
problem that renders many bid management tools useless at worst, or
inefficient at best.

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 3. SOCIAL MEDIA OPTIMIZATION:

Origin- According to search engine expert Danny Sullivan, the term "social

media optimization" was first used and described by Rohit Bhargava.
Bhargava's original five rules for conducting social media optimization are

1. Increase your linkability

2. Make tagging and bookmarking easy
3. Reward inbound links
4. Help your content travel
5. Encourage the mashup
6. Get communities connected
Several authors added new rules to the original post. Today there are 16 rules,
which were translated into French, Dutch, Italian, Spanish, German, Japanese,
Greek, Portuguese, Russian, Hebrew and recently also in Thai.
Four years after the initial post, Rohit Bhargava posted an updated set of five
new rules.

1. Create shareable content

2. Make sharing easy
3. Reward engagement
4. Proactively share content
5. Encourage the mashup
Around the same time, entrepreneur and blogger Ben Elowitz proposed as
SMO as a broader set of online marketing strategies for all published websites
in an era where social platforms are ubiquitous.

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What is Web2.0?

World Wide Web is adding new technology to itself with time. One such
technology which has recently added new pillars in the online marketing world
is web 2.0. The arrival of web 2.0 has added many new features to the web
applications; it has revolutionized the information sharing, user-oriented
design, interoperability on the internet. This has provided information sharing
in a way that was never dreamed about few years ego.

Web 2.0 provides a much independent solution to interact or commute

thoughts with each other through the various online social media’s. There are
many web 2.0 sites which have made the online information exchange very
users interactive like: blogs, wikis, video-sharing websites, social networking
websites, web applications etc.  It is originating as the next generation
technology in the website world. The lucidity, versatility and flexibility makes is
the most fascinating factor for it to be used by the designers today. It has
surpassed the earlier design patterns in a fashion that today every web owner
wants it to be a part of their website. From a long time internet has been a
platform for designers to show the creative skills, intellect, share few ideas etc
and web 2.0 provides them a much better platform to perform.

The internet based tools like RSS, social bookmarking, press release, online
marketing, blog’s, forums etc made an everlasting impression on people live as
it has crossed the hurdle of socio-economic barriers. Web 2.0 tools are
available free and are widely used by people; some of the most noticeable are:

 Facebook
 WordPress
 Myspace
 Twitter
 Digg
 YouTube
 Del.icio.us
 Blogger
 Flickr

All of the above provides an interactive platform where reviews, opinions, likes
etc can be shared among the online users group. It is a simple way to approach
people of same hobbies, tastes etc; this totally absorbs the phrase “bird of a
feather flock together”. Marketers today are familiar with the wide scope of

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web 2.0 and according to their web2.0 definition it has become a conventional
online solution for the online marketing industry. From banner ads, wikis,
podcasts, RSS feeds to social bookmarking, press releases, photo/video sharing
etc, it has covered all and provided a much higher visibility to the interactivity
of web. It has increased the rate of participation of users on online websites
and hence given a wide horizon to the online community. Web 2.0 has
definitely provided a better functionality and allows the visitor to communicate
with the website in a much better prospective. Today, all the designers know
what is web 2.0 and has made the most out of it. It has provided the designers
a new approach and far bigger potential to show their creativity and enhanced
the communication level of its users. It is a complete package favoring people
from both sides of the technology- those who are creating applications using
web2.0 and those who are using those applications to interact.

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Social Media Optimization is related to search engine marketing, but differs in
several ways, primarily the focus on driving traffic from sources other than
search engines, though improved search ranking is also a benefit of successful
SMO.
Social Media Optimization is in many ways connected as a technique to viral
marketing where word of mouth is created not through friends or family but
through the use of networking in social bookmarking, video and photo
sharing websites. In a similar way the engagement with blogs achieves the
same by sharing content through the use of RSS in the blogosphere and special
blog search engines.
Social Media Optimization is considered an integral part of an online
reputation management (ORM) or Search Engine Reputation
Management (SERM) strategy for organizations or individuals who care about
their online presence.
Social Media Optimization (SMO), is not limited to marketing and brand
building. Increasingly smart businesses are integrating social media
participation as part of their knowledge management strategy (ie.
product/service development, recruiting, employee engagement and turnover,
brand building, customer satisfaction and relations, business development and
more). Additionally, Social Media Optimization is oftentimes implemented to
foster a community of the associated site, allowing for a healthy business to
consumer relationship.

SOCIAL MEDIA OPTIMIZATION STRATEGIES:

Social media marketing makes use of social media or media through which
people communicate and exchange as means of promoting business products
and sere the reason why such communication means are used is basically heir
popularity and the ability of such means through their inherent features to
build a direct rapport with customer. Customers can send feedback which can
be incorporated into the business chain for improvisations ad enhancements
on exiting product and service offerings.

The tool through which social media marketing works is the internet. In other
words it uses various social media available in the internet as promotional
tools. It includes methods such as Search Engine Marketing and Viral
Marketing.

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 Search engine marketing focus on promotion business by gaining popularity
through high search engine rankings, through keyword rich content, link
popularity and submission to web directories, while viral marketing seeks to
gain high traffic or attention from internet users through media such as Blogs,
Ezine, Website Content, press releases, Forum posting and so on. The aim of
both methods is to use the power of the internet to gain more customers to a
business. Offering them unique content through various means and ensuring
that a siteturns up in relevant searches is what they seek to do to achieve their
objective of building a customer base.

There are several benefits to using social media marketing as a way of

promoting your business.

 The main tool that is sued in social media marketing is your website.
Your site will be made search engine friendly so that search engine spiders
index it. This will in turn bring it up in relevant searches and thereby bring in
targeted audience to your site.
 You site will be promoted to social marketing means such as blogs,
ezines, press releases, and forums so that people who use them will be able to
access your site for further details based on the articles you post here. These
articles will be keyword padded so that search engine will pick them up in
relevant searches.
 You will be able to enhance your customer base using the power of the
internet the internet is bow a widely used means of communication and access
people through the internet as a quicker way of gaining attention of your
target audience.
 Social media marketing methods are inexpensive. You can gain access to
a global audience and if you were to promote your business the through
traditional marketing methods you would have to spend heavily. Social media
marketing relieves you of all this and puts you directly cross to your customers
through means such as blogs an forums, here you can see their comments and
opions as well.

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 Through social media marketing you can enhance your brand image.
Various means such as blogs, enewsletres, ezine articles and so on will bring
out your marketing message to targeted audience. The more you make an
impression with your targeted audience the quicker you can get the word
around on your product and service offerings

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 4. SOCIAL MEDIA MARKETING:

Social media marketing refers to the process of gaining traffic or attention

through social media sites.

Social media itself is a catch-all term for sites that may provide radically
different social actions. For instance, Twitter is a social site designed to let
people share short messages or “updates” with others. Facebook, in contrast is
a full-blown social networking site that allows for sharing updates, photos,
joining events and a variety of other activities.

Why would a search marketer — or a site about search engines — care about
social media? The two are very closely related.

Social media often feeds into the discovery of new content such as news
stories, and “discovery” is a search activity. Social media can also help build
links that in turn support into SEO efforts. Many people also perform searches
at social media sites to find social media content. The articles from Search
Engine Land below give some more background on all of this:

The Five Pillars of Social Media Marketing

Any and all forms of Social Media Marketing tactics fall under at least one of
these five forms of action. Often the same channel will incorporate two or
more of these:

1. Declaration of Identity
2. Identity through Association
3. User-initiated Conversation
4. Provider-initiated Conversation
5. In-Person Interaction

Identity-based Interaction is your declaration of your value, who you are, and
where you can be found. Your customer happens upon your online identity
that you, as a provider, define and declare. This is anything from your About Us
pages on your blog or website, to your MySpace profile, to your Naymz profile.
Here, there is very little interaction outside of your own declaration, but this
becomes critical in defining how you can benefit your marketplace.

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There has been a recent outcrop of websites created purely for this function.
An expanded business card, if you will. Most also include the opportunity to
link to your other forms of presence online, bringing together your presence in
one place…well, kind-of. They include:

 Naymz
 Ziki
 ClaimID
 SuprGlu
 LinkedIn

Association-based Interaction is your customers’ opportunity to associate

themselves with you and you with your customers. Most obviously, this is
accomplished through things like becoming “Friends” on MySpace, you and
your customers’ BlogRoll, or through their social bookmarking. This is your
customer wearing your company’s logo proudly – Like Andy wears his Beatles
shirts.

The most explicit form of allowing for this ability is through social bookmarking
sites. I say this, and not social networking sites, because this is the sole
function of these sites. Make it easy for your customers to bookmark your site,
blog posts, etc with their favorite tool.

 del.icio.us
 Furl
 blummy
 Ma.gnolia
 StumbleUpon
 BlinkList

User-initiated Conversation is your users’ opportunity to create their own
declarations or questions, and your opportunity to respond. This is your
opportunity to be there and cater to them. Here, you serve your customers.
Perhaps the most cut-and-dry examples of this lie in messageboards, forums
and “groups” sites such as Google Groups, Yahoo! Groups, community sites,
etc. So, how do you find these conversations? Andy Beal’s Online Reputation
Monitoring Beginner’s Guide. Here, he walks you through, step-by-step, how
to find out what conversations are being initiated by others online.

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In order to get directly involved with your customers, the most well-known
example of this is “GoogleGuy” on the WebmasterWorld forums, is through
your users’ forums, and sites such as:

 Yahoo Groups
 Google Groups
 AOL Groups
 MSN Groups
 Topica EMail Lists
 Kaboodle Groups
 Eurekster
 tribe.net
 Ning
Provider-initiated Conversation is your chance to find out what your
customers think, feel, love and hate about your product. Ask them. Challenge
them. Present yourself to them, but do so respectfully. As much as it’s an
opportunity for them to tell you what they love and hate about your product,
it’s also their choice whether to do so or not. Be kind. Be respectful. Appreciate
their time.

Although it’s not a primarily online company, there is one company that has
made this their culture. Seeking feedback and input from its customers
24/7/265. And it is: Current.tv. There’s little-to-no format, except for about
half of the content is contributed by its users. If you haven’t seen it or don’t
have digital cable, find someone who does and watch it. Do that this week, you
won’t regret it.

Social networking strategies for connecting with your customers can certainly
be complex, tricky and cumbersome, so I’ll be writing up strategies in the very
near future to hopefully assist on those fronts. In the meantime, find your
customers and interact with them here:

 Myspace
 Bebo
 Friendster
 Consumating

In-Person Interaction is the pinnacle form of interaction with your customers.
You’re interacting with them online, why not in person? Does it get better than
that? This is where relationships are built and authentic conversation is had
with so much more input, feedback, collaboration and communication. I had a

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seven hour conversation with a good friend last night. It was one of the best
conversations I’ve ever had about so many things, and I could have never had
that quality of a conversation online. Nothing beats face-to-face.

Get out there. Meet your customers. Let them interact with other customers.
Build your community. Go to conferences…better yet, organize your own
gatherings.

To help this along, coordinating, managing attendee status, etc, there have
been several sites that can help in either finding local events or coordinating
your own:

 Meetup
 BarCamp
 Evite
 Upcoming
 Eventful

Final Thoughts

One thing about social media marketing: It’s complicated for two reasons: no
one has created a structure to work from, and there’s so much overlap in
functionality of different sites, that it can be quite confusing as to a site’s single
purpose because…well…there usually isn’t a single purpose.

Don’t let this hold you back. Get out there. Spend time with these sites. Sign
up, Use them, meet your customers, talk to your customers, and LOVE THEM.

But wait! There’s More! Feel free to use my Social Media Marketing
Tactics chart (on BenWills.com) to make sure your next campaign is a success.

Advanced Strategies of Social Media Marketing

The definition of an advanced social strategy is a technique that goes beyond

the normal social media presence. It introduces or reinforces a marketing
message while pushing a user to another profile or business site. Before
moving forward with an advanced strategy, it’s important that your business
understands social marketing, has experience engaging consumers, and that
you possess a basic understanding of online marketing.

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Strategy 1: Multimedia Usage
The term “A picture is worth a thousand words” has never been truer.
Consumers are now using the web to look for product pictures and videos;
they want more information and want to see what they’re considering buying.
The good news is that it’s easy for a company to create and publish videos and
pictures.
In addition to taking photos of products, you can also take pictures at office
events as a way to highlight company culture. This not only helps convince
others to work with you or to buy from you (consumers see that you are down
to earth and one of them, instead of a stuffy company), it also helps your HR
department recruit new employees. Who doesn’t want to work for a company
that celebrates birthdays and has a good time?
Videos are useful for explaining complex how-tos or concepts. Showing step by
step directions can have a greater impact than even the most well written
article. Businesses don’t have to invest huge sums of money to create good
videos, either. I highly recommend the relatively cheap Flip camcorder, which
takes great videos and is easy for even a non-technical marketer to use.

Example: WorldMusicSupply.com
WorldMusicSupply.com, an online retailer of musical instruments and
accessories, has used YouTube to build a strong online community. Their
channel has built over 7,000 subscribers and has over 260,000 views.

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Strategy 2: Integrate Offline and Online Advertising

Many small businesses do some sort of offline advertising, whether it be radio,

print, or cable. Social marketing allows a business to extend their offline sales
pitch.

Including your Facebook Page or blog URL in offline ads act as social proof,
inviting potential consumers to see your community and increase trust in your
business. Not only can integrating online and offline advertising help the
conversion process, but it can also help build your community. Introducing
potential consumers to your social profiles means they may join your
community now and buy later.

Strategy 3: Message Adaptation

As businesses start to become more sophisticated with social media they are
starting to leverage more online platforms. However, most deliver the same
message over multiple platforms instead of tailoring communications for each
individual site.

Social platforms each have an ecosystem of their own. What might be

acceptable on Tumblr might be considered spam on Facebook. A specific style
of writing might spread on Twitter but fail on FriendFeed. Understanding that
each site is different and then customizing your message ensures they do well
on each respective site.

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Strategy 4: Local Social Networks, Beyond Yelp

For a small business, local search can be a big win. Being visible to consumers
looking for a business in their area is extremely important. Make sure your site
is included in local business directories in order to help ensure that consumers
find you when they need you.

First, make sure you check your competitors. Where are they listed? Check
their inbound links to check for business directories you can add yourself to.
Also, make sure your business has been added to Google Maps, using the Local
Business Center.

Example: Bella Napoli in New York

Bella Napoli is a small pizzeria in New York that has done a great job of making
sure they appear in as many local searches as possible.

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Strategy 5: Contests and Discounts

Building a community is only the first part of social marketing. Using that
community to drive sales, propagate marketing, or crowd source operations is
the true power of social media. One way to excite the community is to
collectively do something to create a contest or offer an exclusive discount
(i.e., the contest can create competition between users). Not only does a
contest build buzz organically but if contestants need to, for example, publish
an article that gets the most comments in order to win, the contest itself
becomes viral.

Discounts are also a great way to connect with your community. By giving
exclusive coupons to your social community, you’re rewarding and reminding
them that you are not only a brand to engage with, but also to buy from.

Example: NetFirms.com

NetFirms.com decided to make it easier to register a domain by allowing

people to do it via Twitter. Those who participated or spread the word by
tweeting, were also entered into a prize drawing.

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Conclusion:
The importance of the search results pages and where you are ranked in the
SERP. Obviously, one can conclude that if you are on the first page of the
search engines results pages (SERP) you will be the first to be seen by
searchers, when they search for a particular keyword phrase, and thus have
good chances of being clicked and viewed by these people. The search pages
contain literally thousands of contents from articles, blogs, and others that are
somewhat related to what you have. If you are on the first page of the SERP
you have all the advantages, so the need to implement SEO strategies and
techniques to be on top of these, as well as to maintain the rankings for a
much longer time. SEO is a very effective way to increase website traffic and
attract more people to your business website and is one way to ensure good
rankings in the search engines. SEO strategies like article writing, the use of
blogs and forums, and other optimization techniques are methods that can
make you get higher ranks in the search engines results pages or SERP. Paid
ads in the search network are also good SEM techniques that can make your
website attain the high rankings in the SERP. This is also one effective way to
attain high traffic and get you the targeted kind of people to your business site,
and thus can be a way to pave success for your business.

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References

Websites

http://www.seomoz.org/

 It’s a fully practical website, dedicated specifically to SEO applications

with novel approach towards different optimization strategies.

http://www.seochat.com/

 It’s a website which acts as a guide for SEO techniques for both novices
as well as proficient optimizer. Giving them important insight into the
world of ever changing search engine algorithm.

Books

 Aaron Wall: THE SEO BOOK

 Jerri l. Ledford: SEO BIBLE

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