Presented By: Saurabh Daga MBA 3rd Sem DMS-SOM Pondicherry University SEARCH ENGINE OPTIMIZATION
What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search Engine Optimization (SEO) is the art and science of raising web site visibility in search engines and directories to increase targeted leads. SEO improves natural or “organic” listings in the Search Engine Results Pages SERPs), and PPC optimization improves paid listings.
Types Of SEO There are basically two types of SEO White Hat A SEO tactic, technique or method is considered white hat if it conforms to the search engines' guidelines and involves no deception. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. Black Hat or Spamdexing Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
Why SEO for Internet Marketing Every day, the search engines and directories average 300-500 MILLION searches (multiple sources) In a recent Forrester Research report, 81% of consumers on the Internet find products by using search engines. Unfortunately, only 7% of all web sites are visible by the search engines according to a recent StatMarket.com study. Most web sites are not properly optimized for maximum search engine visibility.
Why High Rankings Matter Appear on 2nd or 3rd page of Google (positions 11-30) One month after - 5.2 times original traffic Two months after – 9.4 times original traffic Appear on 1st page of Google (Top 10) One month after 30% more traffic of 2/3 page (3.36 X Original) Two months after 30% more traffic of 2/3 page (6.26 X Original) Conversion rate up 42% after 1st month, up 94% after 2nd month
Methods Of SEO Getting indexed Preventing crawling Increasing prominence Cross Linking between pages Adding title tag and meta description URL normalization using the "canonical" meta tag or via 301 redirects. File Names Search Engines algorithms prefer that web pages files are really descriptive and relevant to the information displayed on the page.
Bad SEO Techniques 1. Link farms – dilute referred PR, not under your control 2. Hidden text (white on white, etc.) 3. Small text 4. Keyword stuffing 5. Duplicate title tags 6. Doorway pages 7. Cloaking / questionable redirects 8. Commented keywords 9. Mirror pages & sites 10. Convoluted, invalid code – template based, cookie cutter
Good SEO Techniques 1. High rankings 2. Keyword focused pages – theme-based relevancy 3. Plenty of text (not overly graphical) 4. Clean, fast, standards-based pages (CSS lists, headers) 5. Offers metrics to validate and track conversions / ROI 6. SEO changes and optimization are documented 7. Extensive PR campaigns – RSS, newsletters, releases 8. Linking campaigns – check for back links (prsearch.net) 9. Filled with compelling, useful content, updated regularly 10. Realistic guarantee of tasks or results
SEO in Global Market Successful search optimization for international markets may require professional translation of web pages. Registration of a domain name with a top level domain in the target market Web hosting that provides a local IP address
Content is King - SEO is the Court Jester SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator's goals SEO may generate a return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Abusiness that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors A top-ranked SEO blog Seomoz.orghas suggested, "Search marketers, in a twist of irony, receive a very small share of their traffic from search engines." Instead, their main sources of traffic are links from other websites
On a sticky wicket In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. Kinderstart's web site was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70% On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortousinterference with contractual relations.
References En.wikipedia.org/wiki/search_engine_optimization Organic Search Engine Optimization Best & Worst Practices for Maximum(and minimum) Rankings-by:AndyKing, President Web Site Optimization, LLC http://www.WebSiteOptimization.com SearchEngineWatch.com MarketingSherpa.com