Module 2: SEO & SEM: Dr. A S Iyer

Module 2: SEO & SEM
Dr. A S Iyer Module 2 1

What do we study in this module?
• Search Engines, their functions and features, Keyword research and
implementation.
• SEO: SEO Process
• On-Page optimization – Site Navigation, URL, Meta tags, Image Alt
tags, Content optimization, Web master tool integration and
monitoring, plagiarism and its effect on SEO.
• Off-Page optimization – Link Anatomy, Link types and their role in
SEO, Local Search listing, Role of Social Media for SEO.
• SEM: Keyword Search, Long-tail and Short-tail keywords & Other types,
Keyword match types, Quality score in SEM
• Brief to Google AdWords working
• Understanding of PPC and bidding processes, CTR and CPA as
measurement metrics, Search ads and display ads*, Integration of SEO
and SEM for effective results.

SEO – Search Engine Optimization

Search Engine Layers

Why do you need to do SEO?
• 70-80% of users ignore the Paid Ads on any given
search, focusing on the organic results
• 75% of users never move to further pages of search
results
• Companies with blogs have 434% more indexed
pages which gives them edge (source: forbes.com)
• SEO leads have a14.6% conversion rate of surfers
into customers
• Slingshot SEO says that Google searches results from
the websites with more organic clicks

How Search Engine Work?
• Mission of Search Engines
• To deliver the first and the foremost, timely, relevant, high quality
search results for their users
• The search engine companies are constantly striving hard to improve
the search result quality and experience.
• The better the search experience, better the reputation of the search
engine
• Scouring The Web
• To deliver accurate search results, search engines needs to search
through the contents of billions of webpages
• They do this by using automated programs called “bots” also know
as “spiders”, these crawl through webpages, follow hyperlinks to
gather the information
• The search engine gathers this information, sorts and stores them in
an highly optimized indexing form.
Optimizing your website for Search Engines
• Make your website easy to crawl
• Use as much appropriate text as possible
• Don’t crowd your website with graphics and
images have easier Site Navigation
• The following Spider Traps should not be used
• All Flash Website
• Java Script Navigation
• Frames in Web Pages
• Image Maps & Other Non Text Navigation
• Dynamically generated pages
• AJAX – Asynchronous Java Script and XML
On-Page Optimization of website for Search
Engines
• Words are the foundation for SEO
• Choosing effective keywords
• Finding the “Seed” Keywords
• http://bit.ly/GoogKWTool
• http://bit.ly/UDMSEOBook
• www.wordtracker.com
• http://bit.ly/KWDiscovery
• Analyze the Competition
• You can use to the tools to find out SEO capabilities of
competition
• www.seotoolset.com, www.semrush.com, www.serpstats.com,
www.ahrefs.com, www.similarweb.com,
Optimizing your website for Search
Engines
• What Next after the Initial List of keywords
• Narrow down the list to a more manageable size
• Do not use the words & phrases which are too general
(Books, Shoes, Mortgages, computers etc)
• SEO should not be used for generating “Volume Traffic”
instead it should generate “Targeted Traffic”
• Your target keywords should be 2-3 words long
• Short Tail v/s Long Tail Keywords
• Short Tail Keywords: Simple one word or 2 word phrases,
typically very general in nature, attracts large volume of
traffic
• Long Tail Keywords: Usually complex, they contain more
words & combinations, more specific in nature, but generates
Dr. A S Iyer
good targeted traffic Module 2 9
Engines
• Focus on one page at a time
• Give each page an unique theme
• Choose your page titles carefully
• Give each page a meta description (Meta Tags)
• Use HTML markup for headers (<h1>,<h2> etc.,)
• Make navigation easier for users & search engines
• Tag Visual contents to search engines (Image Alt Tags)
• Enhance Search Engine Listings (Tag people, events,
reviews, locations etc)

Engines
• Content – Most important for the website
• Keywords are extremely important in the content
• Back-Links are very important
• External Links
• Internal Links
• How to get good Links?
• Develop good content to get links from other websites
• Use online communities and forums to link your website
• Create your own blog/blogs
• Network, Network & Network
• Attract people connected to your competitors to connect with you (use tools like
Moz, opensite explorer, search Metrics, Linkdex & Majestic SEO)
• Encourage links within the website
• Submit your site to high quality web directories (google, bing , dir.yahoo.com,
www.dmoz.com)
• Use a Bait Link
• Try to swap links with a few high quality websites
Engines
• Developing Site Map is very important
• Get for guidelines on www.sitemaps.org
• Do Local SEO
• Do NAP Citation wherever possible

Plagiarism & its Impact on SEO
• Plagiarized Content DOES NOT ADD Value to Your Website
• Copying or plagiarizing, it is a worst technique.
• Stealing someone else content is like intellectual property
infringement.
• All in the eyes of Google, if you are copying a content that
means you are guilty.
• Copying a content, that means you are putting yourself in a
self-defeating situation.
• It is absolutely wrong to claim for a content which is not
yours
• Your audience will eventually figure out that you are copy
pasting
Webmaster Tools for SEO
• Who is a Webmaster?
• A webmaster is a person responsible for maintaining one or
many websites. The title may refer to web architects, web
developers, site authors, website administrators, website
owners, website coordinators, or website publishers.
• What is the role of a Webmaster?
• A webmaster is in charge of maintaining Web sites for
companies and individuals on the World Wide Web.
• They handle the technical aspects of overseeing website
construction and maintenance,
• They also oversee management of content, marketing,
advertising, and fulfillment of orders for ecommerce sites.

Webmaster Tools for SEO
• A wide variety of free SEO tools are available
for Webmasters to help them analyze and
optimize their websites. Mastering these tools is
essential for the SEO and, generally, for the
success of your website.
• How Webmaster Tools can improve SEO?
1. HTML Improvements
2. Content Keywords
3. Structured Data & Data Markup Helper
4. Sitemaps – Yoast Plugin
5. Removing URLs

Off-Page Optimization for your Website
• “Off-Page SEO” refers to all of the activities that you and
others do away from your website to raise the ranking of a
page with search engines.
• Off-Page SEO happens outside your website.
• Ex: If you write a guest post for another blog or leave a comment
with your web-link, you’re doing off-page site promotion.
• Google takes into account many off-page factors when deciding
if and where to rank web pages.
• What are the elements of Off-Page SEO?
• Good Back-Links
• Trustworthiness of the Website
• Personal details of the website
• Social Views
• Blocking
Link Types, Local SEO, Role of Social Media
• Link Types
• Natural links
• Manually built links
• Self-created links
• Local SEO
• Local SEO is about how to optimize your website to rank
better for a local audience.
• Local backlinks, localized content, consistent NAP, Google
My Business and reviews matter.
• Role of Social Media
• Social Media Content Gets Indexed
• Social Media Helps Build Authority
• Social Media Involves Real People
Dark Side of SEO
• Black Hat SEO
• They typically run many sites on many different domains across a
variety of hosts
• They artificially boost their rankings to generate Ad revenue
• Some Black Hat techniques
• Keyword Stuffing, Cloaking-Spam Page, Invisible Text, Doorway Page,
• Interlinking, Buying and Selling Links to boost search ranking, Buying Expired
Domains
• Grey Hat SEO
• “The practice of tactics/techniques which remain ill-defined by
published material coming out of Google”, which considerable
amount of people disagree”
• It is a practice of using legal methods to improve your website
rankings, but which are ethically dubious, and could one day
become black hat.
Google Updates for SEO
10 major Google algorithm updates, explained
1. Panda Update
• Launch date: February 24, 2011
• Hazards: Duplicate, plagiarized or thin content; user-generated
spam; keyword stuffing
2. Penguin Update
• Launch date: April 24, 2012
• Hazards: Spammy or irrelevant links; links with over-optimized
anchor text
3. Humming Bird Update
• Launch date: August 22, 2013
• Hazards: Keyword stuffing; low-quality content
4. Pigeon Update
• Launch date: Jul 24, 2014 (US); Dec 22, 2014 (UK, Canada, Australia)
• Hazards: Poor on- and off-page SEO
5. Mobile Update
• Launch date: April 21, 2015
• Hazards: Lack of a mobile version of the page; poor mobile usability
6. Rank Brain Update
• Launch date: October 26, 2015
• Hazards: Lack of query-specific relevance features; shallow content;
poor UX

7. Possum Update
• Launch date: September 1, 2016
• Hazards: Tense competition in your target location
8. Fred Update
• Launch date: March 8, 2017
• Hazards: Thin, affiliate-heavy or ad-centered content
9. Medic Update
• Launch date: November 8, 2018
• Hazards: Harsh on websites which are Inactive and thin content
10. BERT Update (Bidirectional Encoder Representations from Transformers)
• Launch date: October 27, 2018
• Hazards: AI based update tries to understand the intention of the searcher
Promoting Your Website
Search Engine
SEO SEM
Free Organic Paid Search

Search Results Results - PPC
SEO & SEM
SEM
Local SEO
SEO
SEO v/s SEM

SEO v/s SEM

Search Engine Marketing (SEM)
What is
SEM?
How to How
get
Started?
SEM Does SEM
Work?
Why
SEM?

What is Search Engine Marketing?
• It is a form of Internet marketing that involves the

promotion of websites by increasing their visibility
in Search Engine Results Pages (SERPs) through
optimization and advertising.
• Pay Per Click  Google AdWords, MS & Yahoo Search Advertising
• PPC – CPT/CPM  Cost Per Thousand
• PPC – CPA  Cost Per Action

How paid search engine Marketing work?
• PPC also called Cost Per Click (CPC), is an internet
advertising model used to direct traffic to
websites
• In which advertisers pay the publisher (typically a
website owner) when the ad is clicked.
• Pay Per Click is calculated using formula
• Pay-Per-Click($) = Advertising cost($) ÷ Ads clicked(#)
• There are two ways of Purchasing PPC
• Flat – Rate PPC
• Bid – Based PPC
Why Search Engine
Marketing?
• Generate traffic to your website quickly
• Highly targeted Ads lead to better conversion
• Full financial control over spending
• Full editorial control over the campaign
• Testing, tracking and tweaking in real time
• Improve your reach
• Transcend the boundaries of the SERPS

How to get started?
• Choose your keywords wisely
• Brand Keywords: Canon, Canon India, Canon
Corporation, Canon Inc.
• Product Specific Keywords: Point and Shoot, Cameras,
SLR Camera, DSLR Camera, DSLR, Mirrorless, Digtal
Camera, Camcorder, Zoom Lenses etc
• Generic Keywords: Electronics, Digital, Mirrorless,
Cameras
• Long Tail Keywords: Canon digital cameras, Canon DSLR
cameras, Canon Zoom Lenses,
• Misspellings: Cannon, Cannan, Connan etc
• Negative Keywords: “Photo”, “Photoshop”
How to get started?
• Choose the match type
Exact Match
Exact Match Ads May Show on Ads won't show
Keyword Searches For on Searches for
Women's Hats Buy Women's hats
[Women's Hats] Woman's Hats Women's hat for sale
Phrase Match
Phrase Match Ads May Show on Ads won't show
Women's Hats
Girls hats
Women's Hats Woman's Hats Women's Baseball hat
Buy Women's hats
Broad Match
Broad Match Ads May Show on Ads won't show
Women's Hats
Woman's Hats
Buy Women's hats
Women's Hats Buy Ladies Hats None
Hats for girls
Buy red hat for women
Hats

Ad Groups
• Ad groups are one of the main tools you have for organizing
your PPC account into a meaningful hierarchy.
• Ad Groups is a container of the following for your PPC Ad
• Keywords
• Text ads
• Landing pages

Quality Score in SEM
• Quality Score is Google's rating of the quality and
relevance of both your keywords and PPC ads.
• It is used to determine your Cost Per Click (CPC) and
multiplied by your maximum bid to determine your ad
rank in the ad auction process.
• Your Quality Score depends on multiple factors, including:
• Your Click-Through Rate (CTR).
• The relevance of each keyword to its ad group.
• Landing page quality and relevance.
• The relevance of your Ad text.
• Your historical Google Ads account performance.
• Higher ad rankings will result in Lower costs

Quality Score in SEM
How Do You Increase Your Ads Quality Score?
• Keyword Research – Discover new, highly relevant keywords to
add to your campaigns, including long-tail keywords for generating
huge traffic.
• Keyword Organization – Split your keywords into organized groups
that are effectively tied to individual ad campaigns.
• Refining Ad Text – Test out PPC ad copy that is more targeted to
your individual ad groups, to get higher CTR and to improve
Quality Score.
• Optimizing Landing Pages – Follow landing page best practices to
create pages that connect directly with your ad groups and provide
a cohesive experience for visitors, from keyword to conversion.
• Adding Negative Keywords – Continuously research, identify, and
exclude irrelevant search terms that are wasting your budget.
Google AdWords
Google AdWords is an online advertising
service developed by Google to help
marketers reach their customers instantly.
But how did Google know which ads to

display?

Type of ads in Google AdWords
• Search Ads
• Targeting, Search term & keyword, Ad copy relevance, Landing page
experience, Conversion rate, Bids, Quality score.
• Display Ads
• Keywords, Placements, Remarketing, Topic
• Shopping Ads
• Takes details from Google Merchant Center
• Video Ads
• Universal App Campaigns
• Advertiser can promote the Mobile App across Search, PlayStore, Display
& YouTube.
• Google automatically designs a variety of Ads in different formats and
tests different ad combinations and display the one that performs the
best.

PPC - Introduction
• Pay Per Click (PPC)
• It is a model of internet marketing in which
advertisers pay a fee each time one of their ads is
clicked.
• Essentially, it’s a way of “buying” visits to your site,
rather than attempting to “earn” those visits
organically.
• Pay-per-click is calculated using formula
• Pay-per-click($) = Advertising cost($) ÷ Ads clicked(#)
• There are two ways of Purchasing PPC
• Flat – Rate PPC
• Bid – Based PPC
PPC – Bidding Types
• First-page bid: This estimates the CPC for an ad that
appears on the first page of the search results.
• Top Page bid: This estimates the CPC for an ad
that appears on the top half of the first page in Google
search results.
• First position bid: This estimates the CPC for an ad
that appears on the topmost position in Google search
results.

PPC – Bidding Process
Split Ad Review Costly Refine Landing

Add PPC Add Negative Pages
PPC Keyword Groups PPC Keywords
Keywords Keywords
Research
Identify Expand the Add non- Improve CTR & Review Modify the
keywords which reach of your converting terms Quality Score by expensive, content & CTAs
are Relevant, PPC campaigns as negative splitting up your under- of your landing
Exhaustive & by adding keywords to ad groups into performing pages to align
Expansive keywords that improve smaller, more keywords and with individual
you have campaign relevant ad shut them off if search queries
identified relevancy and groups to create they are not in order to boost
through reduce waste more necessary. conversion
keyword expenditure. targeted ads rates. Don’t
research. and landing send all your
pages. traffic to the
same page.

Google PPC Spending

CTR & CTA Measurement Metrics
Click Through Rate (CTR) is the percentage of clicks your ad
received compared to the number of times it appeared in
search.
For example, if your ad/keyword received 10 clicks, and it

received 2000 impressions, the CTR is 0.5%.
AdWords measures CTR at every level – campaign, ad group, ad and

keyword level.
High CTR means:
• More people are clicking
on your ad.
• The keyword & ad copy
are relevant to the
searcher’s query.
• This improves the quality
score of your keywords.
CTR & CTA Measurement Metrics
Cost per action (CPA) also referred to as Cost Per Acquisition
is a metric that measures how much it costs your business to
turn a visitor into a customer/subscriber.
Generally, CPA will be higher than your cost per click, or CPC
Because not everyone who clicks your ad will make a purchase
or become a subscriber.
Cost Per Action takes into account the number of Ad Clicks
(PPC) you need before someone converts
Cost Per Action (CPA) is affected by the Quality Score Rating

Higher Quality Score (QS)  Lower Cost Per Action (CPA)

Integration of SEO & SEM
• SEO and SEM are really two sides of the same coin, but they
consist of very different actions.
• When we talk about SEO and SEM differences, we’re really just
talking about different approaches to advertising.
• SEO and SEM both heavily rely on keywords to drive traffic to
business websites and web pages.
• People use search engines to search for something that they’re
looking for, and it doesn’t matter whether they’ll be able to
find it by the organic results (SEO) or by the paid results (SEM).
• if the website itself is SEO-friendly first, then SEM has a greater
chance of being successful.
• SEO is the foundation for good SEM and when you have each
set up properly, you have a better chance of getting high-
quality traffic and improving conversion rates.
Integration of SEO & SEM

End of Module – 2
Thank You
All The Best

Module 2: SEO & SEM: Dr. A S Iyer

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Module 2: SEO & SEM

Dr. A S Iyer Module 2 1

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Free Organic Paid Search

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• It is a form of Internet marketing that involves the

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But how did Google know which ads to

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Split Ad Review Costly Refine Landing

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For example, if your ad/keyword received 10 clicks, and it

AdWords measures CTR at every level – campaign, ad group, ad and

Cost Per Action (CPA) is affected by the Quality Score Rating

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