Search Engine Optimization /

Search Engine Marketing

Digital Marketing Mix
5. E-Mail
Marketing
3. Search
Marketing 8. Affiliate
(SEO/ Marketing
SEM)

1. Digital 2. Display
Websites Marketing Advertising

4. Social
Media
7. Content Marketing
Marketing (SMM)/
Viral
6. Mobile Marketing
Marketing
Components of Search Engine
• Web Crawlers or Web Spider or Robot
(e.g. Googlebot)
• Indexer (Keywords, Category, Webpages)
• Search Interface (Search Query)
Category Keywords Web Page1 Web Page2 Web Page3

Books Books

Comics

Management
Digital Marketing
Search Query Results (SQR)
• Paid Web Search
• Organic (Natural) Web Search
• Google News Search
• Google Images Search
• Google Videos Search
• Google Local Search ( Including Maps)
• Google Sponsored Links (Google AdWords –
AdSense)
• Google Apps Search
Popular Search Engines

• Google
• Yahoo!
• Bing
Google Search Query Results
Google Search Query Results
Google Search Query Results
Google Search Query Results
Yahoo Search Query Results
Bing Search Query Results (SQR)
Search Engine User Behaviour
• 91% of web users visit Search Engine daily
• 84% of web users use it as gateway (1st
webpage/ site)
• 77% of usage – Maximum used online
Media (even higher than e-mail, banner ads,
web links)
• Heavy web users spend more than 3 hrs per
day on Search Engine pages.

Source: iProspect.com
Website Optimization
• Competitive Site study
• Key Words or Phrase Research
• URL (Use keyword in your Domain Name)
 Keywords or Key phrase

Generic
e.g. Price List

Category
e.g. Car Generic

Category
Specific
e.g. Car Price List
e.g. Used Car Price
Keyword Research
• Head Keywords (Single word) – High
search, Low Relevance
• Body Keyword ( 2 to 3 words)
• Long-tail keyword ( 4+ words or
phrase) – low search, High Relevance
 On-page Optimization
• URL Structure
• Meta Tags (Meta Title, Meta Descriptions, Meta
Keywords) – website & page wise details
• Header Tags (H1 & H2) A

• Alt Tags
• Internal Linking
• Page Contents
• Page Contents - Keyword Density
• B
Site Maps - Site Design (Wireframe and Coding)
Off-page Optimization
• Outside Links - Back Link(inbound) and Forward Link
(Outbound)
• Search Engine Submission ( Google, Yahoo, Bing)
• Social Bookmarking submission (like Digg, Delicious,
StumbleUpon, Propeller)
A
• Article Submission – Link exchange
• Blog creation & posting
• Forums & Comment Posting
• Social Media Page creation & posting
• Directory submission- Yellow Pages & classified
• RSS Feed & submissions
A1
A2

XYZ UVW
Building Traffic
• No. of Visitors
• Time Spent by visitors on Website/ Pages
• Link age
• Quality of Links (Google Page Rank and visitors
of linked page), Relevance
Page Quality Factors for PageRank
by Google

• Traffic to the page

• Relevance of content with Keyword
• Domain Name matching Keyword
• Age of Domain / Age of Contents
• Links ( Hub - Outwards and Authority- Inwards)
• Recent updates to links and contents
SEO - Process

• Key Word or Phrase Research

• Reporting
• Optimization
• Submission
• Follow-Up Reporting
 SEO Tools
Five Tools to increase Traffic to site
1. Search Analytics Tools – Set Baseline Performance
2. Keyword Research Tools – Check Customer
Keywords
3. Competitive Research Tools – Check Competitor
keywords
4. Link Analysis Tools – Building link profile and
compare against competitors
5. Search Engine Ranking Checkers – Check for
Search Engine Ranking periodically
SEO Tools available on Internet
Thank You