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    Search Engine Optimization / Search Engine Marketing

    Uploaded by

    Amit Nandan
    This document discusses search engine optimization and marketing. It defines the key components of search engines like crawlers and indexes. It explains how search queries work and lists some popular search engines like Google, Yahoo, and Bing. It then outlines the search results pages of these engines. The document also discusses user behavior on search engines and how to optimize websites and keywords for search engine rankings. It provides details on on-page and off-page optimization techniques as well as the process of building website traffic and factors that influence page quality and rank. Finally, it lists some common SEO tools used to track performance, research keywords, analyze links and competitors, and check search engine rankings.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Search Engine Optimization / Search Engine Marketing

    Uploaded by

    Amit Nandan
    46 views23 pages
    This document discusses search engine optimization and marketing. It defines the key components of search engines like crawlers and indexes. It explains how search queries work and lists some popular search engines like Google, Yahoo, and Bing. It then outlines the search results pages of these engines. The document also discusses user behavior on search engines and how to optimize websites and keywords for search engine rankings. It provides details on on-page and off-page optimization techniques as well as the process of building website traffic and factors that influence page quality and rank. Finally, it lists some common SEO tools used to track performance, research keywords, analyze links and competitors, and check search engine rankings.

    Original Description:

    SEO

    Original Title

    EDM_Module VI(A)_SEO

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    This document discusses search engine optimization and marketing. It defines the key components of search engines like crawlers and indexes. It explains how search queries work and lists some popular search engines like Google, Yahoo, and Bing. It then outlines the search results pages of these engines. The document also discusses user behavior on search engines and how to optimize websites and keywords for search engine rankings. It provides details on on-page and off-page optimization techniques as well as the process of building website traffic and factors that influence page quality and rank. Finally, it lists some common SEO tools used to track performance, research keywords, analyze links and competitors, and check search engine rankings.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    46 views23 pages

    Search Engine Optimization / Search Engine Marketing

    Uploaded by

    Amit Nandan
    This document discusses search engine optimization and marketing. It defines the key components of search engines like crawlers and indexes. It explains how search queries work and lists some popular search engines like Google, Yahoo, and Bing. It then outlines the search results pages of these engines. The document also discusses user behavior on search engines and how to optimize websites and keywords for search engine rankings. It provides details on on-page and off-page optimization techniques as well as the process of building website traffic and factors that influence page quality and rank. Finally, it lists some common SEO tools used to track performance, research keywords, analyze links and competitors, and check search engine rankings.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 23

    Search Engine Optimization /

    Search Engine Marketing


    Digital Marketing Mix
    5. E-Mail
    Marketing
    3. Search
    Marketing 8. Affiliate
    (SEO/ Marketing
    SEM)

    1. Digital 2. Display
    Websites Marketing Advertising

    4. Social
    Media
    7. Content Marketing
    Marketing (SMM)/
    Viral
    6. Mobile Marketing
    Marketing
    Components of Search Engine
    • Web Crawlers or Web Spider or Robot
    (e.g. Googlebot)
    • Indexer (Keywords, Category, Webpages)
    • Search Interface (Search Query)
    Category Keywords Web Page1 Web Page2 Web Page3

    Books Books

    Comics

    Management
    Digital Marketing
    Search Query Results (SQR)
    • Paid Web Search
    • Organic (Natural) Web Search
    • Google News Search
    • Google Images Search
    • Google Videos Search
    • Google Local Search ( Including Maps)
    • Google Sponsored Links (Google AdWords –
    AdSense)
    • Google Apps Search
    Popular Search Engines

    • Google
    • Yahoo!
    • Bing
    Google Search Query Results
    Google Search Query Results
    Google Search Query Results
    Google Search Query Results
    Yahoo Search Query Results
    Bing Search Query Results (SQR)
    Search Engine User Behaviour
    • 91% of web users visit Search Engine daily
    • 84% of web users use it as gateway (1st
    webpage/ site)
    • 77% of usage – Maximum used online
    Media (even higher than e-mail, banner ads,
    web links)
    • Heavy web users spend more than 3 hrs per
    day on Search Engine pages.

    Source: iProspect.com
    Website Optimization
    • Competitive Site study
    • Key Words or Phrase Research
    • URL (Use keyword in your Domain Name)
    Keywords or Key phrase

    Generic
    e.g. Price List

    Category
    e.g. Car Generic

    Category
    Specific
    e.g. Car Price List
    e.g. Used Car Price
    Keyword Research
    • Head Keywords (Single word) – High
    search, Low Relevance
    • Body Keyword ( 2 to 3 words)
    • Long-tail keyword ( 4+ words or
    phrase) – low search, High Relevance
    On-page Optimization
    • URL Structure
    • Meta Tags (Meta Title, Meta Descriptions, Meta
    Keywords) – website & page wise details
    • Header Tags (H1 & H2) A

    • Alt Tags
    • Internal Linking
    • Page Contents
    • Page Contents - Keyword Density
    • B
    Site Maps - Site Design (Wireframe and Coding)
    Off-page Optimization
    • Outside Links - Back Link(inbound) and Forward Link
    (Outbound)
    • Search Engine Submission ( Google, Yahoo, Bing)
    • Social Bookmarking submission (like Digg, Delicious,
    StumbleUpon, Propeller)
    A
    • Article Submission – Link exchange
    • Blog creation & posting
    • Forums & Comment Posting
    • Social Media Page creation & posting
    • Directory submission- Yellow Pages & classified
    • RSS Feed & submissions
    A1
    A2

    XYZ UVW
    Building Traffic
    • No. of Visitors
    • Time Spent by visitors on Website/ Pages
    • Link age
    • Quality of Links (Google Page Rank and visitors
    of linked page), Relevance
    Page Quality Factors for PageRank
    by Google

    • Traffic to the page


    • Relevance of content with Keyword
    • Domain Name matching Keyword
    • Age of Domain / Age of Contents
    • Links ( Hub - Outwards and Authority- Inwards)
    • Recent updates to links and contents
    SEO - Process

    • Key Word or Phrase Research


    • Reporting
    • Optimization
    • Submission
    • Follow-Up Reporting
    SEO Tools
    Five Tools to increase Traffic to site
    1. Search Analytics Tools – Set Baseline Performance
    2. Keyword Research Tools – Check Customer
    Keywords
    3. Competitive Research Tools – Check Competitor
    keywords
    4. Link Analysis Tools – Building link profile and
    compare against competitors
    5. Search Engine Ranking Checkers – Check for
    Search Engine Ranking periodically
    SEO Tools available on Internet
    Thank You

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