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Search engine optimization rankings, tactics & trends

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  • 1. SEARCH ENGINE MARKETING PAST CURRENT FUTURE & TACTICS
  • 2. .com.com
  • 3. .com .com
  • 4. Multi-Media Their Blogs
  • 5. Search Engine Marketing isall about Visibility. The goal isto be visible in search resultswhen someone is looking foryour products and services.
  • 6. • Highest ROI• Entry Point to all things• Measurable• Optimizable• Deal Closer
  • 7. High Rankings in Organic Search EngineResults, for all media elements, thatIncrease Quality Traffic to Website.
  • 8. An Eye tracking study byEnquiro showed that over75% of all clicks on asearch engine resultspage were on naturalsearch listings.
  • 9. There are two components to SEO:  (1) Indexing  (2) RankingSEO is the process of optimizing a web site so all pages within the site (1) are accessible and friendly to spiders for indexing and (2) rank highly in the natural search results for the keywords targeted.
  • 10. Ranking Indexing • On-Site Optimization• Source-Code  Architecture Optimization  Link Structure  Domain Usage  Content  File Naming  Tags  23 elements in Audit• Connection • Off/On-site Optimization  Blogs Optimization  Directories  Link Popularity  Videos • Internal  Images  News • External
  • 11. Getting all pages/Media elements into the SE Index
  • 12. Remember that they WANT your Content• All pages accessible through the navigation structure of the site• Java required• Images• Cookies required• Redirects to main pages
  • 13. 1) Can/will this page be found by the engines?  Search engines need a “crawl able path” to find your page2) Can this page’s content be read?  Search engines cannot read some types of content
  • 14.  Keyword research – verify which terms searchers are using to find your products and services Map the Keywords to Pages that you have chosen as the ones you WANT to have show up Flag content that is not represented
  • 15. • Ideally BEFORE you write content  That way copywriters can integrate keywords into copy from the start  You can also optimize existing content Keyword: “camera accessories”
  • 16.  TITLE Tag Meta Tags Image Tags Headings (part of content but critical) Link Title tags Hyperlink text
  • 17.  Source code recommendations pertain to individual web pages Title tag <title>SSL Certificates - 128-bit SSL Encryption from VeriSign, Inc.</title> <meta name="description" content="SSL Certificates secure Web sites, intranets, and extranets for e-commerce and confidential communications with the strongest possible SSL encryption."> <meta name="keywords" content="ssl, ssl certificate, ssl certficates, ssl encryption, 128-bit, encryption, openssl, secure servers, internet security, 128-bit, encryption, openssl, secure servers, internet security, verisign, verisign.com, verisign inc"> Keywords &09 April 2013 SIIA 21Description tags June 2008
  • 18. Relevant content is one of the most important factors in search engine rankings and directory listings.• Search engines generally consider pages without keyword-rich content as less useful to searchers than pages that have good content, and will rank them accordingly. Guideline: Try to include at least 250 characters of HTML content per page (not including links!). Most pages that rank well have 100+ words of content.
  • 19. Build pages with your user in mindDo not sacrifice usability/readability for SEO tacticsIncorporate SEO tactics where it makes sense and adds value to the page/site without taking away from usabilityMost SEO tactics complement usability; if not, it could be considered spam
  • 20. If it makes sense to a person, it makes sense to the search engines.If you think it is important, search engines will think it is important.Rankings don’t matter if the page doesn’t convert.Be creative!
  • 21. THANK UJoin usAdd: WZ-30-a,Bhagwan Das NagarEast Punjabi Bagh, Delhi-110026Tel.: 011 28316148, 3203571, 30538061Mobile; +91-8010 298 388, 8010 198 388E-mail: info@seocertification.org.in