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Poornima Venkatachalapathi
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
Google seo-search-engine-optimization-introduction-powerpoint-presentation
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
Business Card
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
Google seo-search-engine-optimization-introduction-powerpoint-presentation
Google seo-search-engine-optimization-introduction-powerpoint-presentation
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 website’s 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)
      #3 - Title tags <title>
      #5 - Header tags <h1>
      #4 - ALT image tags
      #1 - Content, Content, Content (Body text) <body>
      #6 - Hyperlink text
      #2 - Keyword frequency & density
 Off-Page Factors
      #1 Anchor text
      #2 - Link Popularity (“votes” for your site) – adds
      credibility
Google Insights for Search
What a Search Engine Sees
 View > Source (HTML code)
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 Overture are the two leaders
PPC vs. “Organic” SEO
               Pay-Per-Click                                     “Organic” SEO

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



  ?

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Google seo-search-engine-optimization-introduction-powerpoint-presentation

  • 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
  • 11. 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
  • 14. 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
  • 16. 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 website’s 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
  • 17. Ranking factors  On-Page Factors (Code & Content) #3 - Title tags <title> #5 - Header tags <h1> #4 - ALT image tags #1 - Content, Content, Content (Body text) <body> #6 - Hyperlink text #2 - Keyword frequency & density  Off-Page Factors #1 Anchor text #2 - Link Popularity (“votes” for your site) – adds credibility
  • 19. What a Search Engine Sees  View > Source (HTML code)
  • 20. 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 Overture are the two leaders
  • 21. PPC vs. “Organic” SEO Pay-Per-Click “Organic” SEO • results in 1-2 days • results take 2 weeks to 4 months • easier for a novice or one little knowledge of • requires ongoing learning and experience to SEO achieve results • ability to turn on and off at any moment • very difficult to control flow of traffic • generally more costly per visitor and per • generally more cost-effective, does not conversion penalize for more traffic • fewer impressions and exposure • SERPs are more popular than sponsored ads • easier to compete in highly competitive • very difficult to compete in highly competitive market space (but it will cost you) market space • Ability to generate exposure on related sites • ability to generate exposure on related (AdSense) websites and directories • ability to target “local” markets • more difficult to target local markets • better for short-term and high-margin • better for long-term and lower margin campaigns campaigns
  • 22. 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 (don’t 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