Seo Pow Point

Search Engines & Search Engine Optimization

Presentation By

R.VENKAT

CGS INFOTECH LTD

[email_address]

Cell No:+91- 9969442624

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

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

Examples popular Search Engines

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

Search Engines statistics

Google – 41.6%

Yahoo – 31.5%

MSN – 27.4%

AOL – 13.6%

Ask Jeeves – 7.0%

% bases on usage

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

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

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

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

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

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

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

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

Agenda

Industry Research

What is SEO

SEO Process

Technical aspects of SEO

Social Media - MySpace Optimization

Measuring SEO success

SEO Tools

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

Where are the Organic Results? Organic Pay Per Click Pay Per Click

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

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%

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

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.

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).

Page Title Alt-Tags Link Title Tags Site-Side Optimization Technical SEO - Example of Page Elements Anchor Text Navigation

Technical SEO - Source Code Title Tag Javascript Meta data

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.

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.

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.

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.

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

.

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."

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.