Introduction to Search Engine

Optimization Program

On search ads

Digital Advertising
Landscape

SEM

On search results

SEO

On related sites

Contextual

On un-related sites

Banners

On a desktop

Widgets

On a community

Communitie
s

On a phone

Mobile

On an existing list

Email / SMS

and more

ORM

Organic Vs. Paid

Pay Per Click (PPC)

Organic Results (SEO)

Search Engine
Optimization

Not a week goes by without some

new developments in search
Some good sources

This could be new APIs

being opened to search
engines
Case : That of Twitter to
Google and Facebook to Bing

Or the new look of search

engines

Or how Google, Bing, Miva,

Wolfram Alpha are competing with
each other

Or how results are getting

social media heavy

Or how algorithms are (said

to) be changing regularly

A good sense of whats happening in

digital marketing can be found at
http://www.google.com/intl/en/corporate
/history.html

Making Words Pay: The ABCs of

Search Engine Optimization.

What Google has become today

A Search Engine Result Page : One of

the primary ways users find websites

Whether it is for news

sites

Or for ecommerce sites.

What does this mean to a website owner?

If you're on the red zone, you've hit Internet

gold

SEO is the art and science of getting as

close to that pot of gold as possible

What 'pot of gold'?

OR
Why should you bother to
do SEO?

1) Trust
Users tend to trust 'organic' results
more than 'paid' results

Paid versus Organic tussle (Traffic)

2) Durability
A well built site will rank well for a long time.
Payoff will be long-term.

3) Traffic
And 'free' traffic at that!

Paid versus organic tussle (Spend)

4) A good, user-friendly, useful site

Unexpected side-effect of good SEO practices

Take Learning Catalysts own site

Its not just about Google

Yahoo, Bing, Ask are all major players too.

Its not just web pages :

Its about news results, Blogs, Images, Videos,
Tweets

News results, images, tweets

2) Video, PPT, Image Searches are also

increasing
YouTube is India's second largest search
engine. If you have videos wouldn't you want
to be found there?

Easy access to a global audience ?

3) Local Search
India has players ranging from Guruji.com to JustDial.
Google Local is a big presence. Also local listers like Burrp and
AskLaila.

Lets open some code

Click to add subtitle

How Search Engines Work

How does the search engine do it?

Find the best sites for anything from 'florist
vile parle' to hotels new york

Is Google clairvoyant? Or all-knowing?

Or simply magic?

Magic? Not quite.

1) Crawler/ Spider

Instead of building webs, these kind

navigate them

Visiting every webpage on the way, Gather

the contents of each web page it visits

2) Indexing
Reading each webpage received
Determine what the page is speaking about
Organize the contents of the pages in a way that allows
efficient retrieval

3) Ranking
Read the users query, apply formulas that decide
which Web pages best answer that query.

Formula? What formula?

What would you do? Consolidate the next
slides

There are many leverage points which

can be tapped by SEO professionals

Text occurrence

Text placement
Location within the page, within tags.

Text proximity

Link text

Page freshness

Page Rank

Search Engine Ranking Factors

1. Keyword Use in Title Tag
2. Overall Popularity of Site Trust & Authority
3. Anchor Text of Inbound Link
4. Age of Site
5. Internal Link Structure
6. Keyword Use in Page Content
7. Outbound Links to Quality/Relevant Sites
8. Age of Page
9. Keyword Use in Heading Tags (H1, H2, H3)
10. Age of Link
Source: SeoMoz.org

SEO Recipe

Keyword Research

On Page Factors

Link Building

Improved Rankings

How do people search?

Competition level
-4 word phrases

Page Title
Keywords in Content
Heading Tags
Technical Structure & Code

Internal
External
Anchor Text

Better Visibility
Increased Traffic
More Leads/Sales

57

Off page Optimization

- Directory submission : A few important paid and free

directories

Local Directory submission

Yellow Pages
Submission

SEO Process
1) SEO Web Site Evaluation And Analysis Report
Non-search engine friendly issues on the web site will be researched. An extensive web site evaluation
report to find all the non search engine friendly issues present on your website which stops the search engine
spiders to index your web site pages on top will be provided to you.
2) Keywords Research
Most popular relevant keywords will be researched and the next step is to optimize the site for these
keywords. The keywords should be popular and relevant to the site as well as being unique from the keywords of
your competitors. Max. 6 per URL
3) Site Optimization Recommendations
The site will be optimized by keywords* present in the HTML tags & body elements to make the site keyword
rich without spamming which is again a very important part of Search Engine Optimization (SEO). With semantic
analysis to make sure that the optimization recommendation document is best for the latest search engine
algorithms of major search engines like Google, Yahoo, MSN, etc.
4) Maintenance:
SEO consultancy, analysis reports** and maintenance of the search engine optimization services according
to the sudden change of search engines algorithms for a period of Six months from the date of order confirmation
*Keywords will be decided through the keyword research report and mutual agreement via discussions.
**Bi-monthly SEO Analysis Report which contains site traffic details and keyword performance.
***(SEO results typically show in 50 to 60 days of upload of the site with SEO recommendations)

SEO Process - SEO Web Site Evaluation and Analysis Report

All non-search-engine-friendly issues on the web site will be researched. An extensive

web site evaluation report will then be provided to you, listing all of the non-searchengine-friendly aspects of your website

Activity: Site study, study of competitors, definition of final SEO strategy, setting up
Google tools (Webmaster and Analytics)

Deliverables by Us: site verification codes, SEO strategy & scope

Your activity: Giving me site & services details, insertion of verification codes on the site
provided by me for the setting of Google Tools

SEO Process - Keyword Research

Research of most popular, relevant keywords which are also both similar to but unique compared
to your competitors keywords
Keywords will be based on your suggestions and results of the keyword research report
An extensively researched keyword report will be sent to you

Activity: keyword research, mapping of keywords to pages in the site, review and finalization of
keywords. Max 6 per URL

Deliverables by us: keyword research report

Your activity: review and finalize keywords

SEO Process - Site Optimization Recommendations (Tech & Content)

Website optimization for agreed keywords to make the site keyword rich without spamming .
Delivery of recommendations to improve on SEO unfriendly tech aspects, including a semantic
analysis, taking into consideration the latest algorithms of major search engines (Google, Yahoo,
MSN, etc.)

Activity: content & head & body section SEO recommendations (addition of content on home
page and inside pages, meta tag optimization, image alt tags, H1 tags, anchor text, suggestions
on bold, italics, underlining content text style, footer or header crawler lines to be included),
report on how to fix structural and technical errors (recommendation to rectify duplicate content
issue, URL recommendation, Javascript code modification, identification of site usability issues &
recommend modifications, interlinking of pages, managing re-directs, reducing site loading time,
spam database checking, creating Robots.txt), XML sitemap (as soon as all the URL related tech
recommendations are implemented)

Deliverables by us: SEO recommendations, XML sitemap

Your activity: approve & finalize SEO recommendations, SEO implementations on website or
provide FTP details to me for doing the changes.

SEO Process - Reporting and Maintenance

)
)

A bi-monthly SEO Analysis Report will be submitted to the client containing site traffic details
and keyword performance.
Continuous maintenance of the search engine optimization services for a period of Six
Months.

Activity: directory submission, blogs/ articles submission, link building, content & head &
body section SEO recommendations continued for rest of the pages, ranking & traffic report,
QC of SEO implementation done by client

Deliverables by us: SEO recommendations, QC report, ranking & traffic report,

submissions (directory, articles, link building)

Your activity: Approve & finalise SEO recommendations, SEO implementations on the
website, providing content for submissions