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    9 views30 pages

    DSMM Session SEO DCB - Win

    Uploaded by

    Akhilesh Singh

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 30

    SEARCH ENGINE

    OPTIMIZATION
    INTRO

    ❖ Around 1991 SEO was born


    ❖ About same time first website was also created
    ❖ Then came Yahoo search engine
    ❖ In 1996 Larry Page & Brin started building the most
    successful search engine known as ‘BackRub’
    ❖ This was later registered and renamed to Google
    Cont.

    ❖ Earlier it was unsystematic


    ❖ Later it became algorithm based
    ❖ SEO is the process or practice of increasing the number
    and quality of visitors to a website by improving
    rankings in the algorithmic search engine results
    TYPES

    ❖ On-Page: Relates to the content on your website (Eg. H1 tag). It is


    the process of optimising web pages’ title tags, internal links, HTML
    code, URL, images, etc. to improve rankings and user experience.
    ❖ Technical: Relates to the non-content elements of your website (Eg.
    Page Speed). Its primary goal is to assist Google’s bots in
    successfully crawling, interpreting and indexing website pages.
    ❖ Off-Page: Techniques help strengthen the influence and relationship
    of your website with other websites. It includes getting good social
    media advertising, getting clients to give good reviews on online
    forums and generating links from credible websites.
    Cont.

    ❖ White-Hat: SEO practices that are in-line with the T&Cs of


    the major search engines like Google, Bing, etc. (Eg.
    Keyword rich tags, quality content on website)
    ❖ Black-Hat: This type of SEO exploits weakness in Google’s
    search algorithm to rank higher in its search results.(Eg.
    Cloaking, keyword stuffing, blog comment spamming)
    ❖ Grey-Hat: Neither white nor black, the material or content
    published under this category remains ill-defined. (Eg.
    Creating multiple accounts)
    Cont.

    ❖ International: SEO that improves your websites organic


    traffic from different areas and languages.
    ❖ Local: SEO for local businesses is one of the most
    important types as it helps the business become more
    visible in local search results on Google.
    ❖ Ecommerce: Is one of the best ways to get traffic by paid
    search. Helps create your online store website to rank
    higher when someone searches for a product or service.
    Cont.

    ❖ Content: Refers to creating unique content, be it writing,


    graphics, or videos, to structure your website, ranking higher
    in SERPs.
    ❖ Mobile: Optimising a site for search engine at the same time
    ensuring it is viewable properly on devices like mobiles and
    tablets.
    ❖ Negative: An unethical sort of SEO practice to lower your
    competitors search rankings so that you can gain advantage
    over them.(Eg. Website hacking, negative comments and
    reviews, etc.)
    HOW A SEARCH ENGINE
    WORKS
    WEBSIT Crawl
    Google
    E/ Crawler/Spider
    Local
    INTERN Source Server
    ET Code
    Crawling
    I
    N
    D
    Google E
    X
    Keywords E
    SERPs
    R

    SEO
    Google
    Ranking
    SEO Algorithm
    Main
    USER Send Server
    Request
    DIRECT OR INDIRECT FACTORS THAT AFFECT
    YOUR RANKING

    ❖ Website should be crawlable


    ❖ User friendly URLs
    ❖ Well targeted Content
    ❖ Keyword Optimisation
    ❖ Website Optimisation
    ❖ HTTPs
    ❖ Image Optimisation
    ❖ Readability & User Experience
    ❖ Click Through Rate
    ❖ Mobile Friendliness
    ❖ Quality Outbound Links
    ❖ Website Structure
    On-Page SEO

    ❖ Consists of all the elements of SEO you can control


    ❖ Also known as On-site SEO
    ❖ When to do? a). One time setup (Eg. SSL, https) b). Once
    in a while (Eg. Blog post)
    Keywords

    ❖ A practice SEO professionals use to find and research search terms that users enter into search engines
    ❖ Broadly classified into Primary and Secondary
    ❖ Where to use:
    • Title tag (Use primary keywords at start)
    • Description (Use primary keywords at start)
    • H1 Tag (Use primary keywords at start)
    • Formatted Text (Bold, Italics)
    • Outgoing links
    • URL - Domains, subdomains, folder name or page name
    • Alt tag (Graphics/Image Description)
    • Content
    Title Tag

    ❖ HTML element found in the <head> section of the HTML code of your webpage

    <head>
    <title>Your Title Goes Here></title>
    </head>

    On SERPs:
    Career Builder - Title Tag
    www.xxxxxxx.com
    xxxxxxxxxxxxxxxxxx
    xxxxxxxxxxxxxxxxxx
    xxxxxxxxxxxxxxxxx - Description Tag
    ❖ Example: Best Burger in Delhi
    USER FRIENDLY URL SEO

    ❖ For better User experience


    ❖ Easy for crawler

    www.example.com/categories/subcategory/producttypes/product/product1

    www.example.com/categories/subcategory/product1
    SEARCH INTENT

    ❖ It is the WHY behind a search query


    ❖ Types:
    • Informational (Important for SEO)
    • Navigational (Eg. Facebook Login)
    • Transactional (Eg. Buy iPhone 14)
    • Commercial (Eg. compare Mi vs. iPhone)
    • Local Search (Eg. Restaurants/Mall/Petrol Pump near
    me)
    Off-Page SEO

    ❖ Includes activities done off of a website in an effort to increase the


    site’s search engine rankings
    ❖ Also called Off-site SEO
    ❖ A successful off-page SEO strategy will generate the following
    benefits:
    • Increase in SERP rankings and greater traffic
    • Increase in Page Rank
    • Greater Exposure
    • Establish Trustworthiness
    Techniques Off-Page

    ❖ Link Building: Its the most popular and effective off-


    page technique. Basically, by building links to your
    website, you are trying to gather as many ‘votes’ as
    possible. For example, if someone likes an article on a
    website and references it from his/her website or blog,
    then this is like telling search engines that this page has
    good information.
    ❖ Eg. iccplpropertynews.wordpress.com
    Cont.

    ❖ Social Media Marketing: Its a part of off-site SEO and if


    you think closely, its also a form of link building
    ❖ Likes, comments, shares do not directly impact rankings
    as they can be manipulated or paid for
    ❖ But if a post gets real attention or goes viral, this will
    have indirect impact on your rankings
    ❖ How to promote link using social media?
    Cont.

    ❖ Brand Mentions: Google prefers to rank branded website on top


    of the results. Since brands are more reliable and likely yo be
    trusted by users, this translates to better user experience and
    happier Google users.
    ❖ Brand Mentions do not necessarily have a link pointing to your
    website. It can be mentions of your brand in forums, articles,
    reviews, or social media networks.
    ❖ Crawlers can ‘pick up’ these signals and evaluate them
    ❖ If a brand mention is linked, that’s even better but even if its not,
    it still have some value.
    Cont.

    ❖ Customer Reviews: Whether its for your business, website,


    services, or product; reviews have a role to play in your rankings
    ❖ Reviews are the most effective off-page SEO technique for local
    online marketing
    ❖ Majority of reviews will have the ‘nofollow’ tag attached but if
    they are coming from trusted sources like Google My Business,
    Yelp, Trust Pilot, etc., they can positively impact your local
    rankings
    ❖ Adding reviews in your off-page SEO strategy will help you gain
    more exposure on search engines
    DIGITAL CONSUMER
    BEHAVIOUR
    INTRO

    ❖ In terms of Marketing Research, essentially boils down to


    anything that a person does online.
    ❖ Involves what devices they use, websites they visit, the ads they
    engage with, the pages they navigate to, when they leave and
    how, and so on.
    ❖ Whenever a customer clicks on something, it is recorded- and
    sometimes even when they don’t click on something.
    ❖ Digital Consumer Behaviour can be recorded in a number of
    ways such as session IDs, caches, social information, etc. but most
    common is through cookies
    DIGITAL CONSUMER
    CHARACTERSTICS

    ❖ More Informed: Digital consumer searches before buying


    ❖ More connected: Digital consumer is connected anytime, anywhere
    mainly cause of growing mobile devices
    ❖ Less Impulsive: Digital consumer is sensitive to price and the
    consume practices are more thoughtful and conscious
    ❖ More Exigent: Digital Consumers want the company to ‘talk’ with
    them and clarify doubts as fast as possible, even at the same time
    doubts are presented
    ❖ More Participative: Digital Consumer usually shares opinions and
    experiences
    DIGITAL CONSUMER
    HABITS
    ❖ Dynamic: Looks for direct, immediate and evolving communication
    ❖ Experience: Evaluates usability, price, terms of payment, etc before buying
    ❖ Multichannel: There are many contact points that brands may use to interact
    with the digital consumer
    ❖ Artificial Intelligence: By investing on AI, the company will save time and
    money, as well as it eases consumers life. Eg. Chatbots
    ❖ Mobile: Consumers use smartphone to search the solutions they want and if
    they should purchase or not
    ❖ Sustainability: Customers don’t want to know only the product attributes
    anymore; they want to know the ethical posture of the brands and look for
    sustainable products
    HOW DSMM IMPACTS CONSUMER
    BEHAVIOUR

    ❖ Consumers conduct online research before making a purchase


    ❖ Customer loyalty and DM go hand-in-hand as brands can
    now build transparent relationships with consumers
    ❖ The power of digital word-of-mouth
    ❖ DSMM enables brands to endorse their products at the right
    place and time, where the consumer is most likely to a
    spontaneous purchase(Eg. suggestion system)
    ❖ It offers a personalised shopping experience
    FUNNEL APPROACH

    ❖ Describes the steps that users take to move from being a


    prospect to a customer.
    ❖ Most funnel stages focus on awareness, consideration,
    purchase and retention.
    ❖ Used by companies yo guide their marketing efforts
    TRADITIONAL FUNNEL

    ❖ Often called AIDA model with 4 stages


    ❖ Awareness: A person knows the
    product and service
    ❖ Interest: A person expresses interest
    in the product or service
    ❖ Desire: A person wants your
    product or service
    ❖ Action: A person purchases your
    product or service
    WHY FUNNEL NEEDED
    CHANGE

    ❖ Increased number of Internet Users


    ❖ Increased number of Smartphone Users
    ❖ Customers browse internet for reviews, articles, videos,
    make comparison
    ❖ The static approach failed
    MODERN FUNNELS

    GOOGLE
    HOURGLASS DM FUNNEL
    Pre-purchase stages:
    ❖ Engagement: Building brand awareness
    ❖ Education: Identifying a problem
    ❖ Research: Discovering a solution
    ❖ Evaluation: Determining how a product or service resolves a problem
    ❖ Justification: Validating the purchase of a product or service
    ❖ Purchase: Buying the product or service
    Post-purchase stages:
    ❖ Adoption: Using a product or service
    ❖ Retention: Ensuring a users satisfaction
    ❖ Expansion: Upselling a user
    ❖ Advocacy: Becoming a brand advocate
    NOTE: The post purchase stages are often linear. The pre purchase stages allow user to enter
    at any time.
    TRADITIONAL VS NEW

    ❖ OLD - Linear Approach, NEW - Non-Linear Approach


    ❖ OLD - 4 steps, NEW - ‘Upto’ 10 steps
    ❖ OLD - Follows a universal approach,
    NEW - Thinks about the behaviours driving a user

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