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What is SEO?
 Process of improving the volume / quality of traffic to
a��web site��from��search engines��via "natural" or un-paid
search results.

Search Engine
Marketing

Natural Listings Vs. Paid Results
Paid Results (PPC Advertising)

Natural Listings (By SEO Work)

Why SEO is important from
Marketer’s point of view?
SEO pulls more traffic than PPC

Natural listings are perceived to be non-
biased

SEO gives better ROI than any other
marketing medium

SEO helps in creating online brand

No bidding wars

What NOT to do in SEO!!!
Do NOT spam the search engines or you could
be banned!
◦ Keyword stacking or stuffing, unrelated keywords
◦ Hidden text and links, tiny text (under 10pt)
◦ Duplicating pages and sites (same content, different
URLs)
◦ Doorway/Gateway/Ghost pages – overly optimized,
well-ranked pages that redirect to “real” site.
◦ Page redirects (with Refresh Meta tag)

Sample Site Analysis
Page Description / Recommendation
Area
Page Title All page titles are “Aegis Metal Framing.” Each page should have a unique,
focused title relevant to the content and should incorporate specific
keywords. Make the title read like a newspaper headline. Don’t target your
company name.

Section A These navigation buttons are graphics and will not be read by the crawlers.
Include a second, text navigation system at the bottom of the page for the
crawlers.

Section B This is the only text on the home page that the crawler can read.
Unfortunately it is a 9 point font. Some search engines consider very small
fonts (below 10 point) to be spam and will ignore it. The font should be
increased to 10 or 11 point.

Section C This is the site navigation menu. All items are graphics (rather than text) and
are ignored by the crawlers. Include a second, text navigation system at the
bottom of the page for the crawlers.

Section D This company contact information is important, but it isn’t indexed since it is
a graphic. This should be changed to plain text.

SEO methods
1. On Page Optimization
i. Meta data
ii. Heading Summary
iii. Image summary

2. Off Page Optimization
i. Domain info
ii. Page Rank
iii. Indexed pages
iv. Last Crawled date
v. Traffic Rank
vi. Inbound Links
vii. Directory Submission
viii. RSS Feed

Competitor’s analysis

◦ Find all related websites.
◦ Find their popularity
◦ Find how many sites link them.
◦ How many pages the website has indexed in
the search engine.

Metadata
 Meta Description is too long: 246 characters(>150)
 High number of meta keywords: 14(>10)

Page Title eBay - New & used electronics, cars,
apparel, collectibles, sporting goods &
more at low prices
Meta Description Buy and sell electronics, cars, clothing,
apparel, collectibles, sporting goods, digital
cameras, and everything else on eBay, the
world's online marketplace.
Sign up and begin to buy and sell - auction or
buy it now - almost anything on eBay.com
Meta Keywords eBay, electronics, cars, clothing, apparel,
collectibles, sporting goods, digital cameras,
antiques, tickets, jewellery, online shopping,
auction, online auction

Heading Summary
◦ No Headings
Image Summary
◦ Total images found: 6, 5 images don't have ALT text.
Google Page Rank: 8
Google Indexed Pages :��51
Last Google Crawl Date: January 06, 2010
Traffic Rank: 23, Top 0.01%
Inbound Links: 2,29,85,085
Directory:Yahoo, DMOZ
RSS Feed: Not Found

Metadata
 Meta Description is too long: 324 characters(>150)
 High number of meta keywords: 41(>10)

Page Title Amazon.com: Online Shopping for Electronics,
Apparel, Computers, Books, DVDs & more

Meta Description Online shopping from the earth's biggest selection of
books, magazines, music, DVDs, videos, electronics,
computers, software, apparel & accessories, shoes,
jewellery, tools & hardware, house wares, furniture,
sporting goods, beauty & personal care, broadband &
dsl, gourmet...
Meta Keywords Amazon, Amazon.com, Books ,Online Shopping, book
store, Magazine, Subscription, Music, CDs, DVDs, Videos,
Electronics, Video Games, Computers, Cell phones, Toys,
Games, Apparel, Accessories, Shoes, Jewelry, Watches,
Office Products, Sports & Outdoors, Sporting Goods,
Baby products, Health, Personal Care, Beauty, Home...

Heading Summary
◦ Total headings: 8
Image Summary
◦ Total images found: 35, 8 images don't have ALT
text.
Google Indexed Pages :�� 156,000,000
Traffic Rank: 19, Top 0.01%
Inbound Links: 118,998,946
Directory: Yahoo, DMOZ
RSS Feed: Found

Competitive Analysis

Google Google
Traffic
Site Page Indexed Inbound Links
Rank
Rank Pages
eBay 8 51 23 22,985,085
amazon 9 156,000,000 19 118,998,946

Metadata
 Pagetitle is within recommended length of 70 characters
 Meta Description is within recommended length of 150
 No meta keyword found

Page Title PaGaLGuY.com - India's biggest CAT
2009, MBA website
Meta Description India's biggest CAT 2009, MBA website

Meta Keywords Missing

Heading Summary
◦ Total headings found: 18
Image Summary
◦ Total images found: 10
Google Indexed Pages :��152,000
Traffic Rank:6074, Top 0.02%
Inbound Links: 4618
RSS Feed: Found

Metadata
 Meta Description is too long: 209>150
 High Number Of Meta Keywords: 30>10
 Page Title is too long: 84>70

Page Title CoolAvenues: CAT 2009, MBA Jobs, MBA
Admissions, GMAT, MBA Forum, CAT, XAT,
SNAP,CFA
Meta CoolAvenues is complete portal for MBAs in
Description business school, MBAs applying to business school
and MBA recent business school graduates.
CoolAvenues covers business, career, and lifestyle
for the MBA community.
Meta MBA, CoolAvenues, Business, Business school, MBA
Keywords jobs, MBA career, MBA interview, Business degree,
MBA program, Online mba, MBA online, Top
business schools, Best business schools, Business
week magazine, MBA students, Business
Management, Business students.

Image Summary
◦ Total images found: 34 , 14 image(s) don't have ALT
text.��
Google Indexed Pages :��22,000
Traffic Rank:24920, Top 0.08%
Inbound Links: 767
Domain Info: Domain Age- 10years

Webmaster Guidelines - Google
Design and content guidelines
Technical guidelines
Quality guidelines

Yahoo SEO Tools
Overture Keyword Selector Tool
Overture View Bids Tool
Yahoo! Site Explorer
Yahoo! Mindset
Yahoo! Advanced Search Page
Yahoo! Buzz

MSN SEO Tools
Keyword Search Funnel Tool
Demographic Prediction Tool
Online Commercial Intention Detection
Tool
Search Result Clustering Tool

Search for “MBA” on Google

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