AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

PS 306(d).4

Digital Marketing
UNIT III
SOCIAL DRIVERS IN THE VIRTUAL WORLD

Topic: Search Engine Optimization Process

Part 2
Mr. Ravi K.
AIMIT, St. Aloysius College

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Four- Stage SEO process

1. Goals
•SEO benefits
•Choose goals
•Set goals

2. On-page
4. Analyze Optimization
•Keywords
•Analysis tools
•Contents
•Performance
review •Meta tags
•Site structure

3. Off-page
optimization
•Link building
•Link format
•Social linking

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Stage 1: Goals
• From the outset GOALS are the important to be aware of
the benefits of SEO

• They will serve as key drivers in navigating through the

development of SEO strategy

• The marketers strive to set-up clear, realistic gals and

targets the SEO campaign

• Spending time developing goals far outweigh the risks of

walking blindfolded into the highly competitive world of
search marketing
• Just one error could result in a six-month search engine
penalization- with SEO
Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Goals
• With all aspects of Digital Marketing defining and setting
tangible, measurable goals is of utmost importance

• Goals will help to create plans, direct the day-to-day tasks

and motivate to rise above the competitors

• Goal setting happens as mentioned below

– Analyzing the underlying need of the business
– Converting these needs into well-defined goals
– Assigning Key Performance Indicators (KPIs) to these goals- to
access if the developments are on the right track

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Some examples of Goals and KPIs

Types of Goals Types of KPIs

Engagement Organic traffic

Conversions Visitor numbers

Visibility Click through rates

Reputation Downloads

Credibility and status Online inquiries

Market leadership Sales

Competitive advantage Website engagement and the like

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

• Staying motivated is only possible, when the marketer is

aware of SEO benefits

• SEO helps the marketer to achieve number-one ranking or

top ranking on SERP for the marketers website

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

What is the benefits of Website being

ranked higher on a SERP?..
• Increased organic CTRs: CTR is the percentage of clicks
your website listing generates, based on the number of
organic impressions served. Organic impressions are the
number of times a page from your website displays in
SERPs and is viewed by the user
• Increased engagement: a marketer wants the user to be
engaged with the brand in different stages of buying
process. Number one position will lure searchers to the
website. Increased engagement means users exploring
and spending longer period of time on the website
• Enhanced reputation: top listing yields both online and
professional credibility, status and reputation

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

What is the benefits of Website being

ranked higher on a SERP?.. ctd..
• Market leadership and competitive advantage:
outshining the competitors is vital, so the marketer has to
strive for number-one listing in the SERP.
• Increased conversions: conversion is all that a marketer
is worried about. The searchers have clicked on to your
website, stayed for a longer duration and had a pleasant
experience. Great! But transforming these clicks into
conversion is equally important. Search engine listing will
have a greater impact on this parameter

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Stage 2: On-Page Optimization

• On-page optimization deals with the granular, technical

optimization of the various elements on the website. It
involves ensuring search engines can easily read,
understand, crawl through and navigate the pages of
marketers site to be indexed high

• On-page optimization is carried out by

– Keywords research
– Contents
– Meta tags
– Site structure

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Key terms in Keyword research

• Keyword: it is a significant word or phrase that relates to
the content on the website
• Search term: is commonly used phrase that users type
into search engines to find the website. Traditionally user
typed two to four terms, but because of digital literacy the
length of the search term have increased. Longer search
terms makes the searches more relevant
• Keyword research: it is the process of discovering the
keywords that people use when searching for information
on the product or service the marketers provide. It is the
process of finding the terms customers frequently use
– There are two types of keywords research
• Online keywords research
• Offline keywords research

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Offline keywords research

• Brainstorming
• Marketing collateral
• Customer surveys
• Listening to customers

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Online keywords research

• Google autocomplete: this tool is the probably the

easiest online keyword research tool to use and definitely
the place to start. It is good particularly for long keyword
term. When we begin typing in the Google search box, we
observe it will try to complete the sentence on its own.
• Google AdWords keyword planner: this is a tool built
into the Google AdWords platform. Under the tool section,
we will find keyword planner (we have to enter the search
term and mention the location for tagging, the platform
gives the list containing the suitable keywords and other
suggested keyword)

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Online keywords research

• Google trends: is a best tool to analyze the rise and fall of
the keyword trends. It is necessary to be aware of the
trending terminologies to be ahead of the competitors
• SEMrush: is widely used by the search marketers in the
industry. It is an excellent tool to analyze the competitors,
keywords they are targeting and what type of estimated
traffic volumes they are getting.

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Warning/ Disclaimer

• Repeating a relevant keywords many times in the website

will not help the website to be ranked high (search engines
have become smarter because of the advanced
algorithms)

• Violating the rules of keyword stuffing will be penalized

or could be un-listing the website from the SERP
• Keyword should be only used to accompany high quality
relevant content on the website

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Content
• Style and structure: the first thing the marketer should be
conscious is about the structure of the website
– The structure should be in a Hierarchical Structure
– This increases the user-friendliness nature of the website
– It facilitates easy crawling of Search engines which will lead to
higher ranking in the SERP
– We should see the length of hierarchical structure (it shouldn’t
be too long)
Home

Women's Men's Kid’s Contact

Clothing Clothing Clothing Delivery

Shoes Shoes Shoes Returns

Bags Bags Bags Other

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Content

• Up-to-date content: search engines and users are very

similar in nature. They prefer relevant and up-to-date
content

• Maintaining up-to-date content isn’t just about text on the

page- photos, videos, slides and images are all example
of different forms of media that can be used to keep the
website updated and fresh

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Optimizing the technical mechanics of

the web page
• URLs: insert the chosen keyword in the URL. This is an
indicator that search engine looks for. Making sure that the
URLs are optimized in this fashion is more important
(digitalmarketinginstitute.ie/courses/type/postgraduate-
diploma-in-digital-marketing/
and
http://www.abdcghill.ie/index.php?option+content&view
)

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Optimizing the technical mechanics of

the web page
• Page names: keyword insertion here may be tricky, but
the marketer should be careful in naming the website in
appropriately to the content and the keyword chosen.
– Page name acts as labels
• Meta tags: a webpage is made up of hypertext markup
language (HTML). Within the HTML there are special tags
known as meta tags. Meta tags don’t affect the web page
layout, but rather provide important information about
page’s content, which is used by search engine to index
• There are two types of meta tags
– Title tags
– Description tags

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Optimizing the technical mechanics of

the web page
• Breadcrumb navigation: this allows the user to return to
previous sections on the website without having to use the
main navigation bar to do so
• As user goes through each page, he leaves a breadcrumb
that is displayed on the top of each page

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Optimizing the technical mechanics of

the web page
• On-page headings
• First paragraph
• Body of the text
• Anchor text
• Images and Alt text
• Social sharing
• Site map

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

The technical aspects of SEO

• Compatibility: with different search engines, gadgets

• Structured data mark up: is one of the optimization tool a
website requires. It refers to the content on your website
that is formatted in an easily readable way for search
engines
• Schema mark up language is the result of collaboration
between google, yahoo and bing that allows easy
implementation of structured data mark up into the website

Mr. Ravi K
AIMIT, St Aloysius College (Autonomous) Search Engine Optimization Process

Four- Stage SEO process

1. Goals
•SEO benefits
•Choose goals
•Set goals

2. On-page
4. Analyze Optimization
•Keywords
•Analysis tools
•Contents
•Performance
review •Meta tags
•Site structure

3. Off-page
optimization
•Link building
•Link format
•Social linking

Mr. Ravi K