Search Engine Marketing & Optimization (SEO) Overview (PPT)

Search Engine Optimization (SEO)

1Most techniques = common sense Search engine success = integration common senseSurface - search engines and search engine optimization Increase sales, traffic, and conversions

Before getting into SEO topics, I will share few information that are related to Computer or IT jobs.

There are several Computer and IT jobs available to work. It is every individual interest to fix their career on 1 or more computer jobs.

I have listed the major Computer jobs that are available to work by completing Diploma / Arts / Engineering graduation.

Lets get started.

3D Animation or Graphic designHardware ChiplevelNetworkingProgrammer or Software developerSoftware TestingQuality Assurance (QA), System analyst or TesterComputer Troubleshooting, Repair, Fix, Assembling etcComputer SalesTechnical Support (Technician or Help Desk)Technical Writing

Some computer related courses..

Why SEO..?What is SEO?Need of SEO?Why should we get trained in SEO?Why is it different from other courses?SEO in industries?Scope of SEO?

Agenda What is a Search Engine? Examples of popular Search Engines Search Engines statistics Why is Search Engine marketing important? What is a SEO Algorithm? Steps to developing a good SEO strategy Ranking factors Basic tips for optimization

5My agenda for today will encompass the following high level topics and I have allocated 4-8 minutes for Q&A session.

I will also email list of resources if you are interested in exploring SEO and other internet marketing techniques such as email marketing, PPC ads, in-line text, etc.

SEO, What is?

Development and SEO.

What is SEO?SEO = Search Engine Optimization

Refers to the process of optimizing both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

Refers to the industry that has been created regarding using keyword searching a means of increasing relevant traffic to a website.

A simple definition of search engine optimisation in 2015 is that it is a technical and creative process to improve the visibility of a website in search engines, with the aim of driving more potential customers to it.

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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 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.

We use SEO algorithms to rank any web page. Without Seo a website lose his presence or existence in search engine. SEO helps you to sustain your site rank superior and better than competitors.

about Offline V/s OnlineOffline, bustling crowds pass by your place of business. Some of the passerby traffic notices you and walks in.

"Location, Location, Location" Online, people search for information. Millions of people. Each searches alone.

"Information, information, information"

Need of SEO

Need of SEO ?Why Search Engine Marketing is so important ?85% of all traffic on the internet is referred from a search engine

90% of all users dont look past the first 30 results (most only view top 10)

Many websites arent even indexed, most are poorly optimized and get very little traffic from the search engines

Cost-effective advertising

Clear and measurable ROI (Return on Investment)

Operates under this assumption:More (relevant) traffic + Good Conv. Rate = More Sales/Leads

Why is internet marketing important?Drive high quality customers to their websiteIncrease sales leads from customers looking for their products and servicesBuild their brand online by communicating marketing messages to their target audienceIncrease their profile against their competitorsTarget a global audience via international search enginesBe accountable with ROI tracking (SEM)

What is Search Engine?It is a program that identifies and searches information on World Wide Web (WWW). This process is done by crawling links from page to page.

Crawling occurs for Text, Images, Videos, Presentations etc. It keeps tracking all these information in Search Engine Index.

Search Engines write formulas and programs to show the better results for Internet Visitors. These better results are filtered by Search Engine Algorithms to show relevant information for Internet Users.

Search Engine results are displayed in different devices like Computers, Mobile, Tablet and other electronic devices. Therefore a website or blog must be supporting all the devices to get more traffic to their website. Because, we do not know how our website visitors visit our website.

Examples popular Search Engines

Google Bing Yahoo MSN AOL Altavista Infoseek Lycos Excite

15Today the undisputed leader in search engine usage is Google.

Yahoo Claims to have the largest index of all search engines ranking over 5 Billion pages.

MSN is the leading third, they have done a tremendous job at catching up to Google and yahoo but they still have a long time to catch up. This a true example of the first mover advantage

I dont usually talk about Ask Jeeves but I have been seeing an increased level of traffic from Ask.com and according to recent statistics, Ask is now representative of approximately 7-8% of all searches.

Every search engine has a different algorithm and ranking. Our main focus today will be to look at the common and basic elements that every search engine company uses to rank and index pages.

Global Search Engine Choices.

Google v/s Yahoo

How Do Search Engines Work?Spider crawls the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database

Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content

Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)

Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

20If you were not take anything away from this session today and only understand how Spider or crawlers work you would have understood 40% of Search engines.

Working of Search Engine..

SEO in industrial levelDomain name strategies- domain names are traffic magnets> 63 million domain names registered> 6.7 million domain names registered 1st quar 2015- choose a domain name that will increase your search engine ranking. How? - simple, short, no hyphens, no numbers- use keywords, common words, advertising terms, product names- choose a keyword that is important for your business

Domain Registered..

100+ Billion Searches / Month

24According to Nielsen/Net rating

Business Card

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SEO Effectiveness

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Directory are listing of static information that are usually inputted manually and not CRAWLED.

Some of the common characteristics of todays search engines are as follows:* A search engine component usually contain the following components I would like you to take a mental note of the Spider since this will be a important topic we will discuss later on today.

In early days for you who remember this WebCrawler was one of the many crawler based directory search engines . another common one that still exists today is AltaVista search engine.

Search engine optimizationHow SEO elements affect organic listings

Title tag

Meta description tag (or first para of text if no meta des has been added)

Keywords

Anatomy of a Search Engine

Search boxSponsored Listingsaka PPCOrganic Resultsaka SERPs

What is a SEO Algorithm?Top Secret! Only select employees of a search engines company know for certain

Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a pretty good idea of the major factors and approximate weight assignments

The SEO algorithm is constantly changed, tweaked & updated

Websites and documents being searched are also constantly changing

Varies by Search Engine some give more weight to on-page factors, some to link popularity

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Online Spending Growth

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A good SEO strategy:Research desirable keywords and search phrases (WordTracker, Overture, Google AdWords)

Identify search phrases to target (should be relevant to business/market, obtainable and profitable)

Clean and optimize a websites HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.

Help in writing copy to appeal to both search engines and actual website visitors

Study competitors (competing websites) and search engines

Implement a quality link building campaign

Add Quality content

Constant monitoring of rankings for targeted search terms

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Ranking factorsOn-Page Factors (Code & Content)#3 - Title tags #5 - Header tags #4 - ALT image tags #1 - Content, Content, Content (Body text) #6 - Hyperlink text #2 - Keyword frequency & densityOff-Page Factors#1 Anchor text#2 - Link Popularity (votes for your site) adds credibility

33Anchor text is the visible hyperlinked text on the page. anchor text is usually used to indicate the subject matter of the page that it links to. For example, the text 7th world congress ebusiness" indicates to visitors that they can expect to see content about conference pertaining to ebusiness if they visit the link.

This pattern of usage has been applied in search engine algorithms to enhance the relevance of the "target" or the "landing page" URL for the keywords appearing within the anchor text.

What a Search Engine SeesView > Source (HTML code)

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Pay Per ClickPPC ads appear as sponsored listingsCompanies bid on price they are willing to pay per clickTypically have very good tracking tools and statisticsAbility to control ad textCan set budgets and spending limitsGoogle AdWords and Overture are the two leaders

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There are more job requirements available in SEO, SEM, SMO and other Digital Marketing companies.

All the Computer Students must be strong in deciding their Career goal. Therefore choose your desired job role and join a company to learn and work.

It is also advisable to find the best computer training institute and join your desired course to get the right job with better salary.SEO industry..

Major Computer or IT jobs for Computer Graduates continued36

SEO services we offer:Organic SEOPay per clickSearch Engine MarketingSocial Media OptimizationWeb developmentInternet marketing

Type of SEO ?It is done by two methods Onpage Optimization and Offpage Optimization.

Onpage Optimization. It is done with the website coding, Meta tags, Title, Description, Heading tags, Images, Videos etc.

Offpage Optimization Implementing SEO techniques on external website is called Offpage Optimization. It is done on Social Media, Press Release, Guest Blogging, Classifieds and other promotional websites.

Optimization Implementing SEO techniques on your website is called Onpage

On page services included:Keyword researchCompetitor analysisWriting meta tag for targeted keywordsEnsure keywords density Title creationImage optimizationURL structure analysisSite map creationUse of robots.txtDoorway pagesInvisible Text

Off page services included:Classified submissionSocial bookmarkingDirectory submissionPPT and Video submissionForum postingArticle submissionLink buldindBlogs submissionGoogle mapping

Importance of social media

PPC vs. Organic SEO Pay-Per-ClickOrganic SEO results in 1-2 days easier for a novice or one little knowledge of SEO ability to turn on and off at any moment generally more costly per visitor and per conversion fewer impressions and exposure easier to compete in highly competitive market space (but it will cost you) Ability to generate exposure on related sites (AdSense) ability to target local markets better for short-term and high-margin campaigns results take 2 weeks to 4 months requires ongoing learning and experience to achieve results very difficult to control flow of traffic generally more cost-effective, does not penalize for more traffic SERPs are more popular than sponsored ads very difficult to compete in highly competitive market space ability to generate exposure on related websites and directories more difficult to target local markets better for long-term and lower margin campaigns

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Tips & Optimization TechniquesResearch keywords related to your businessIdentify competitors, utilize benchmarking techniques and identify level of competitionUtilize descriptive title tags for each pageEnsure that your text is HTML-text and not image textUse text links when ever possibleUse appropriate keywords in your content and internal hyperlinks (dont overdo!)Obtain inbound links from related websitesMonitor your search engine rankings and more importantly your website traffic statistics and sales/leads producedEducate yourself about search engine marketing

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Do you get job in top IT or Internet Marketing companies?It depends upon the company requirements. If top companies willing to recruit Fresher's, then you may get an opportunity to receive the OFFER.

If you are joining a SEO or Internet Marketing company without SEO Training, then your starting salary may be Rs. 8K. You may also get trained slowly till 6 months from one marketing technique to another technique.

Therefore, it is advisable to complete SEO training from an institute and get job referral or job placement from that institute for better salary on your first job.

SEO for Jobseekers ?Search Engine Optimization course will be useful for any Graduate or Computer science student. If you are interested to work in Online Promotion, this SEO course will help to gain more knowledge about Google Search Engine Promotions and Techniques.

BCA, MCA, B.E, B.S.c, M.E, M.S.c IT or Computer Science graduates joined this course and got FREE job placement in companies. We place candidates in Top IT firms and Online Marketing companies located in India.

Benefits of Hiring SEO CompanySave more than money hiring an SEO company saves money, time and resources because of their extensive knowledge and insight into how a search engine works. It is also an investment with a high return!

Focus on user experience top SEO companies make it a priority to constantly implore tactics that improve the users experience of a web or mobile site.

Drive more traffic and customers SEO tactics improve your chances of being seen by customers who are looking for the types of goods/services you offer.

Signs of Reputable SEO CompanyTransparency should be forthcoming about all aspects of business: including tactics, services and pricing.

Rankings the best SEO companies can be determined by their own search engine rankings. Should be able to practice their provided services and use own business as proven example.

Experience reputable companies will have years of experience working with wide variety of clients and will know exactly what tactics will drive the most traffic to improve rankings.

Customer service companies that dont provide high level of customer service is red flag because it shows that they arent attending to your needs or the needs of your business, which is crucial in SEO campaign.

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QUESTIONS?

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