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Basic of seo n sem

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aniel jain
aniel jain

The document provides an overview of search engine optimization (SEO) and search engine marketing (SEM). It discusses what search engines are and how they work by crawling the web, indexing content, and ranking results. It notes the importance of SEO due to most consumers starting searches on search engines. Key factors search engines use to rank pages are described as well as tips for an effective SEO strategy, including keyword research, on-page and off-page optimization, and link building. Paid search advertising (SEM) is introduced as obtaining paid placement in search engine results through pay-per-click (PPC) campaigns on platforms like Google AdWords.

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Basic of seo n sem
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
Examples popular Search Engines
Basic of seo n sem
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
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
100+ Billion Searches / Month
Important? 80% of consumers find your website by first writing a query into a box on a search engine (Google, Yahoo, Bing) 90% choose a site listed on the first page 85% of all traffic on the internet is referred to by search engines The top three organic positions receive 59% percent of user clicks. Cost-effective advertising Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
SEO Effectiveness
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 a means of increasing relevant traffic to a website
Organic results
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
Online Spending Growth
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
Ranking factors On-Page Factors (Code & Content) - Title tags <title> - Header tags <h1> - ALT image tags - Content, Content, Content (Body text) <body> - Hyperlink text - Keyword frequency & density Off-Page Factors (Link Building) - Directory submission - Article submission - Blog posting - Forum posting
What a Search Engine Sees and what we see View > Source (HTML code)
What is Search Engine Marketing?
What is Search Engine Marketing? Search Engine Marketing, or SEM, is a type of internet marketing that aims at increasing a websites prominence in search engine result pages in order to gain increased traffic for the site. The gain in traffic is supposed to translate into additional sales. Search engine marketing falls into two broad categories. SEO or search engine optimization Paid search advertising
In both search engine optimization (SEO) and search engine marketing (SEM), keyword analysis and selection play a crucial role. In SEM, however, once the right key phrases are identified, webmasters generally avail of paid advertising in the form of PPC. PPC, or Pay Per Click, are text-only ads based on the key phrases the webmaster wishes to appear in his ads. He writes the copy and determines how much he is willing to pay in order for his ad to appear.
Paid/ SEM Ads
Pay Per Click PPC ads appear as sponsored listings Companies bid on price they are willing to pay per click Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Bing Ads are the two leaders
PPC vs. Organic SEO Pay-Per-Click Organic 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 1 months to 6 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
Tips & Optimization Techniques Research keywords related to your business Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML-text and not image text Use text links when ever possible Use appropriate keywords in your content and internal hyperlinks (dont overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing
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Basic of seo n sem

  • 2. 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
  • 5. 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
  • 6. 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
  • 8. Important? 80% of consumers find your website by first writing a query into a box on a search engine (Google, Yahoo, Bing) 90% choose a site listed on the first page 85% of all traffic on the internet is referred to by search engines The top three organic positions receive 59% percent of user clicks. Cost-effective advertising Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
  • 10. 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 a means of increasing relevant traffic to a website
  • 12. 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
  • 14. 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
  • 15. Ranking factors On-Page Factors (Code & Content) - Title tags <title> - Header tags <h1> - ALT image tags - Content, Content, Content (Body text) <body> - Hyperlink text - Keyword frequency & density Off-Page Factors (Link Building) - Directory submission - Article submission - Blog posting - Forum posting
  • 16. What a Search Engine Sees and what we see View > Source (HTML code)
  • 17. What is Search Engine Marketing?
  • 18. What is Search Engine Marketing? Search Engine Marketing, or SEM, is a type of internet marketing that aims at increasing a websites prominence in search engine result pages in order to gain increased traffic for the site. The gain in traffic is supposed to translate into additional sales. Search engine marketing falls into two broad categories. SEO or search engine optimization Paid search advertising
  • 19. In both search engine optimization (SEO) and search engine marketing (SEM), keyword analysis and selection play a crucial role. In SEM, however, once the right key phrases are identified, webmasters generally avail of paid advertising in the form of PPC. PPC, or Pay Per Click, are text-only ads based on the key phrases the webmaster wishes to appear in his ads. He writes the copy and determines how much he is willing to pay in order for his ad to appear.
  • 21. Pay Per Click PPC ads appear as sponsored listings Companies bid on price they are willing to pay per click Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Bing Ads are the two leaders
  • 22. PPC vs. Organic SEO Pay-Per-Click Organic 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 1 months to 6 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
  • 23. Tips & Optimization Techniques Research keywords related to your business Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML-text and not image text Use text links when ever possible Use appropriate keywords in your content and internal hyperlinks (dont overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing