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  • 1. Search Engines & Search Engine Optimization
    • Presentation By
    • R.VENKAT
    • CGS INFOTECH LTD
    • [email_address]
    • Cell No:+91- 9969442624
  • 2. Topics
    • What is Search Engine Optimization ?
    • Examples of popular Search Engines
    • Why is Search Engine marketing
    • important?
    • What is a SEO Algorithm?
    • Steps to developing a good SEO strategy
    • Ranking factors
    • Basic tips for optimization
  • 3. What is a Search Engine?
    • Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
    • Different than a Directory
    • Common Characteristics:
        • Find matching documents and display them according Spider, Indexer, Database, Algorithm
        • to relevance
        • Frequent updates to documents searched and ranking algorithm
        • Strive to produce “better”, more relevant results than competitors
  • 4. Examples popular Search Engines
  • 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. Search Engines statistics
    • Google – 41.6%
    • Yahoo – 31.5%
    • MSN – 27.4%
    • AOL – 13.6%
    • Ask Jeeves – 7.0%
    % bases on usage
  • 7. Why is Search Engine Marketing important?
    • 85% of all traffic on the internet is referred to by search engines
    • 90% of all users don’t look past the first 30 results (most only view top 10)
    • Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized
    • Cost-effective advertising
    • Clear and measurable ROI
    • Operates under this assumption:
      • More (relevant) traffic + Good Conversions Rate = More Sales/Leads
  • 8. What is Search Engine Optimization?
    • 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
  • 9. 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
  • 10. Steps to developing a good SEO strategy:
    • Research desirable keywords and search phrases
    • 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
  • 11. What a Search Engine Sees
    • View > Source (HTML code)
  • 12. 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
  • 13. PPC vs. “Organic” SEO
    • results take 2 weeks to 4 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
    • 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
    “ Organic” SEO Pay-Per-Click
  • 14. Basic 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
  • 15. Basic 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
  • 16. Agenda
    • Industry Research
    • What is SEO
    • SEO Process
    • Technical aspects of SEO
    • Social Media - MySpace Optimization
    • Measuring SEO success
    • SEO Tools
  • 17. What is SEO ( Search Engine Optimization )?
    • The process of improving web pages so they rank higher in search engines for your targeted keywords.
    Crawlability / Optimized Code Internal Link Structure Link Popularity / Relevance Key Factors Content Relevance
  • 18. Where are the Organic Results? Organic Pay Per Click Pay Per Click
  • 19. Industry Research – Who gets the clicks? The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006 Organic Clicks vs Paid Clicks
  • 20. Industry Research: Organic SEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
  • 21. Industry Research & The case for SEO
    • The majority of clicks are going to Organic listings.
    • SEO is the most popular form of SEM.
    • SEO provides a high ROI.
    • Many people don’t go past the 1 st page in the Search results.
    • Users trust the Natural results to be more relevant to their Search query.
    Reasons to conduct SEO *Sources: Iprospect Research, eMarketer
  • 22. SEO Process
    • Step 1 : Discuss Business objectives.
    • Step 2 : Conduct initial keyword analysis.
    • Step 3 : Identify the keyword/landing page combinations.
    • Step 4 : Interim Client Approval for Keyword/Landing Pages.
    • Step 5 : Baseline Ranking & Traffic reports.
    • Step 6 : On-site & Off-site optimization.
    • Step 7 : Detailed Recommendation documents.
    • Step 8 : Implementation.
    • Step 9 : Monitoring and Optimizing: We provide monthly reporting and
    • optimization recommendations. The reporting is compared to
    • the baseline (or previous month’s results) to identify trends
    • and help guide additional adjustments.
  • 23. Technical SEO
    • Comprehensive Website Analysis
    • Keyword Research and Analysis.
    • Baseline Ranking report.
    • Competitive analysis in Search Engines.
    • Content Analysis & SEO Copywriting.
    • Analysis of URL structure & information architecture.
    • Analysis of internal linking.
    • Analysis of source code and page layout.
    • Code validation.
    • Search Engine Saturation.
    • Link Popularity Analysis.
    • Link Relevancy & Co-Citation Analysis (Topical Relevancy).
  • 24. Page Title Alt-Tags Link Title Tags Site-Side Optimization Technical SEO - Example of Page Elements Anchor Text Navigation
  • 25. Technical SEO - Source Code Title Tag Javascript Meta data
  • 26. Measuring SEO success
    • Keyword Ranking.
    • Website Traffic.
    • Increase in "Share of Traffic" per keyword.
    • Increased Revenue/keyword.
    • Increase in Impressions ( good for Publishers to show advertisers).
    • Lower dependence on Paid Search.
    • Lowering the cost per acquisition.
  • 27. About CGS Infotech Ltd
    • CGS Infotech Ltd. is an ISO 9001:2000 company providing range of web-services and BPO solution since 1995.
    • CGS Infotech’s mission is to create a new level of success for its clients.
    • CGS Infotech is debt-free, profit making privately held company with 3 offices in Mumbai at Kandivali,and Bhayander.
    • CGS has effectively launched Pay Per Click – Google Adwords campaign for its clients.
  • 28. Infrastructure
    • CGS Infotech operates out of spacious software development center with capacity of 50 people in Mumbai, India. The company has offices at 3 locations in Mumbai and a subsidiary company in Delaware, USA. CGS Infotech has multiple redundant Internet connectivity and dedicated leased line. All centers of CGS Infotech are equipped with high-speed computers, routers, switches, high-performance software and productivity tools. CGS Infotech owns and manages high-end Windows and Linux servers in most reliable data-centers in Tampa, Florida and Mumbai, India.
  • 29. Services Provided
    • CGS Infotech offers
    • Search Engine Optimization
    • Pay-Per-Click services
    • Outstanding Software Development
    • Business Process Outsourcing
    • Website Design
    • The company’s vast array of services are designed the enable clients to reduce cost, increase profits, protect their business and build the brands.
  • 30. Clients
    • CGS Infotech serves thousands of clients in industries as diverse as healthcare, telecom, travel, industrial, manufacturing, trading, legal services and technical services. CGS InfoTech’s current customers include:
    • . Tata,
    • . Reliance,
    • VSNL,
    • Satyam (Sify)
    • Mid-day Multimedia
    • HDFC Bank
    • Hindustan Unilever
    • The Resorts Mumbai
    • Godrej Industriess
    • Sahara Group
    • The Indian Hume Pipe
    • Aplab
    • B4U TV
    • DTDC
    • ICICI Bank
    • .
  • 31. Global Partnerships CGS Infotech is having partnership with Network Solutions, Inc, Google and NTT Verio. Susan Baron (Manager - VeriSign - Now Network Solutions) has expressed following sentiments:  "Cyberweb Global Services (CGS) is our Premier Partner since 1996. We are certain that you will be as pleased with the performance of CGS Infotech as we are."
  • 32. Testimonials
    • We are pleased with the service and the results that we have received from the promotion of our group of websites on most search engines.
    •   - Mr. Amit Mahajan   Exchangenext
    • (Reliance Group Of Companies )
    • We are pleased to record our appreciation of the services provided by your company over the past two years in designing, hosting, promoting and maintaining our website.
    •   - Mr. M. Balachandran Bank of Baroda, USA
  • 33. Contact Us :
    • INDIA
    • CGS Infotech, Inc.
    • 201, Gundecha Industrial Complex,
    • Akurli Road, Kandivali (East), Mumbai - 400101. India
    • Tel No: +91-22-2885-1689 / 2885 2015/67253346
    • Fax No: +91-22-2885-1680.
    • Mobile No: +91-92210-45058
    • E-Mail: [email_address]
    • USA
    • CGS Infotech, Inc.
    • 501 Silverside Rd, Suite 105
    • Wilmington, DE 19809 USA
    • Toll Free Number: 1-866-249-4291
    • Hosting Support No: +91-92210 45057 Domain Support No: +91-92210 45057
    • E-Mail: [email_address]
  • 34. THANK YOU
    • CGS INFOTECH LIMITED
    • 201,Gundecha Ind: Complex
    • Akurli Road,Next to Big Bazaar,
    • KANDIVALI (W),Mumbai-400101
    • Tel No: +91-22-2885-1689 /
    • 2885 2015/67253346
    • www.cyberwebglobal.com