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Online Marketing: This is a presentation given to audeince at a conference by PRSI (Public Relationship Society of India) in 2012. This includes some findings from my work experience at Flipkart Also talk about the basics of SEO, how a common person can understand SEO, how SEO is done in online shopping websites.
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Leveraging SEO for
Business
By:- Ravi Soni
SEO Consultant
“If a tree falls in a forest and there is no one, does it still make
sound ”
Online World
● What we do to get information ● A website :
– Existing Customer
– Potential Customer
● Does our existence online have a value:
– If there are no visitors
Online World
● How we can reach people online :
– Ad Networks
– E-Mail Marketing
– SEM
– Display Ads
– SEO
Why SEO ?
● Cost● Potential Customers● Best option for small businesses getting
online ● Trigger:
– Online presence
– A better website
Competitors : Use them
● Observe
– organizing content, driving flow, structure
– keywords, backlinks, features
● Track
– traffic, backlinks, pages, SERP, offsite
● Take your call ● Implement it
SEO: Onsite
● Keyword Research & Targeting ● Content● Structure & URLs ● Crawlers
Onsite:Keyword Research
● Keyword Tools: volume, competition, relevance, rising
● SEM queries, Search Suggestions● Forums, blogs, social networks● Seasonal keywords● Hot Keywords
Suggestions
Rising Search Keywords
Hot Trends
Onsite: Keyword Targeting
● Keywords: Generic, Long Tail ● Target as per the page● Increase relevance to that page● Every new page brings a new keywords :
compare, permalinks
Onsite: Content
● Duplicate Content across website
– Repeated text
– Similar products
– Meta Tags : competition across website
● Page Content:
– Quality, Placement, Structured, Optimized
● Fresh Content : UGC, Social Plugins
Content: Share
Onsite: Structure & URLs
● Structure
– Grouping, Inter-Linking, Breadcrumbs
– Reach in 4 clicks
● URLs
– Formation, Re-direction
– Parameter Handling
● Error Pages Regulated
Dead End
Onsite: Crawlers
● Page Load Time, Links● Let them understand properly
– Code optimization
– Rich snippets:
● Get crawled faster● Selective crawling & sitemapping
Micro Formats
Metrics
● Users: searches, flow, sales● Crawlers: rate, errors, ● SERP: keywords, you & them, whois ● Alerts
Offsite
● Intelligent Blogging:
– target blogger
– blog network
● People should talk:
– Promote every new feature
– Encourage people
– Post videos, photos on social forums
Offsite
● Easy Links: Social Networking websites (>100)
● Bring them in 2nd Click
– Specialized search engines
– Affiliates
– Authentic Domains: .edu, .gov, .ac.in
● Outgoing Links● Do everything else to get a good link
How we did @Flipkart
● “User is the top priority always”● “Even small change have huge impact”● “Every feature launch is SEO checked”● “Experiment, Log, Metrics, Decide,
MoveOn”● Automated
