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  • Transcript

    • 1. Search Engines & Search Engine Optimization
      • Presentation By
      • R.VENKAT
      • [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
      • 201,Gundecha Ind: Complex
      • Akurli Road,Next to Big Bazaar,
      • KANDIVALI (W),Mumbai-400101
      • Tel No: +91-22-2885-1689 /
      • 2885 2015/67253346