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The Power of SEO & Social Media
Navneet	
  Kaushal	
  
CEO	
  
PageTraffic	
  
WHO AM I?
Navneet	
  Kaushal	
  
Founder	
  &	
  CEO	
  of	
  	
  PageTraffic	
  
13	
  Years	
  of	
  Digital	
  Search	
  ...
Digital	
  Marke:ng	
  in	
  2014	
  
Search	
  
Why is SEO important?!
Average Daily Queries on Google!
3 Billion Searches/Day
(announced Aug. 2012)

Number	
  of	
  Sear...
Growth of Google Queries in Last 5 yrs!
3 Billion Searches/Day
(announced Aug. 2012)

Number	
  of	
  Searches/Day	
  on	
...
State	
  of	
  Search-­‐	
  India	
  
Indian	
  Search	
  Engine	
  Market	
  Share	
  
Yahoo	
  
1%	
  

Bing	
  
1%	
  
...
Search Often Brings the Most
Highly Qualified Traffic	
  
SEO	
  from	
  a	
  business	
  perspec:ve	
  
§  Helps	
  you	
  create	
  a	
  beKer	
  website	
  
§  Brings	
  in	
 ...
DID	
  YOU	
  KNOW?	
  
Search	
  engines	
  cannot	
  read	
  FLASH	
  and	
  JavaScript	
  content.
DID	
  YOU	
  KNOW?	
  
SEO	
  is	
  not	
  only	
  about	
  keyword	
  op<miza<on	
  -­‐	
  the	
  number	
  and	
  quali...
DID	
  YOU	
  KNOW?	
  
	
  It's	
  actually	
  quite	
  easy	
  to	
  exclude	
  certain	
  pages	
  from	
  search	
  en...
DID	
  YOU	
  KNOW?	
  
	
  The	
  most	
  important	
  SEO	
  task	
  is	
  seXng	
  up	
  a	
  keyword	
  strategy.	
  
DID	
  YOU	
  KNOW?	
  
Google	
  checks	
  for	
  duplicate	
  content	
  on	
  your	
  website.	
  
DID	
  YOU	
  KNOW?	
  
Google	
  displays	
  META	
  descrip<on	
  content	
  in	
  the	
  results	
  lis<ng.	
  
DID	
  YOU	
  KNOW?	
  
The	
  webpage	
  names	
  also	
  influence	
  the	
  rate	
  of	
  op<miza<on	
  for	
  certain	
...
DID	
  YOU	
  KNOW?	
  
A	
  common	
  website	
  mistake	
  is	
  giving	
  each	
  page	
  the	
  same	
  <tle.	
  
DID	
  YOU	
  KNOW?	
  
Google	
  moves	
  websites	
  down	
  in	
  the	
  search	
  results	
  when	
  an	
  excessive	
...
DID	
  YOU	
  KNOW?	
  
A	
  page’s	
  load	
  <me	
  influences	
  the	
  ranking	
  of	
  your	
  website	
  in	
  search...
DID	
  YOU	
  KNOW?	
  
Search	
  engines	
  look	
  at	
  how	
  much	
  code	
  you	
  use.	
  Therefore,	
  tables	
  a...
DID	
  YOU	
  KNOW?	
  
It's	
  actually	
  quite	
  easy	
  to	
  exclude	
  certain	
  pages	
  from	
  search	
  engine...
Paid	
  

Organic	
  

Organic	
  vs.	
  Paid	
  Search	
  
Organic	
  vs	
  Paid	
  
Organic	
  
	
  

• 
• 
• 
• 
	
  

Time	
  bound	
  	
  
Higher	
  entry	
  cost	
  (<me	
  /	
...
SERP	
  Features	
  

In	
  2013,	
  Google	
  Introduced	
  more	
  search	
  engine	
  
results	
  page	
  features	
  t...
7-­‐RESULTS	
  SERPS	
  

www.pagetraffic.com	
  
10-­‐RESULTS	
  SERPS	
  

www.pagetraffic.com	
  
EVENT	
  SITELINKS	
  SERPS	
  

www.pagetraffic.com	
  
GOOGLE+	
  BRANDS	
  SERPS	
  

www.pagetraffic.com	
  
PAID	
  SHOPPING	
  (LEFT)	
  SERPS	
  

www.pagetraffic.com	
  
PAID	
  SHOPPING	
  (RIGHT)	
  SERPS	
  

www.pagetraffic.com	
  
KNOWLEDGE	
  GRAPH	
  (KG)	
  SERPS	
  

www.pagetraffic.com	
  
AUTHORSHIP	
  THUMBNAIL	
  SERPS	
  

www.pagetraffic.com	
  
RICH	
  SNIPPETS	
  AND	
  SCHEMA	
  MARKUP	
  SERPS	
  
Star Ratings, Reviews & Price

Author Photo

Date of Publication
...
What	
  else	
  is	
  changing?	
  
The	
  Way	
  We	
  Consume	
  Informa:on	
  Has	
  Changed	
  	
  

Copyright	
  ©	
  www.pagetraffic.in	
  
The	
  Way	
  We	
  Communicate	
  Has	
  Changed	
  	
  

Copyright	
  ©	
  www.pagetraffic.in	
  
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Google	
  is	
  Constantly	
  Changing	
  	
  
Hummingbird	
  
Google	
  Panda:	
  25+	
  u...
Audience	
  Search	
  Habits	
  are	
  Changing	
  	
  

Copyright	
  ©	
  www.pagetraffic.in	
  
Audience	
  Search	
  Habits	
  are	
  Changing	
  	
  

Copyright	
  ©	
  www.pagetraffic.in	
  
Shib	
  in	
  Balance	
  is	
  happening	
  

Copyright	
  ©	
  www.pagetraffic.in	
  
In	
  2008,	
  
SEO	
  Was	
  
This	
  

Link	
  
Building	
  
On-­‐Page	
  
Basics	
  
VIDEO	
  

In	
  2014,	
  
SEO	
  is	
  This	
  

ON-­‐PAGE	
  
SEO	
  

CONTENT
MARKETING

SITE	
  
SPEED	
  

CONTENT	
 ...
Get	
  Your	
  Things	
  Straight	
  
Set	
  Goals	
  
Why	
  do	
  you	
  need	
  Search	
  Marke<ng?	
  
Research	
  Keywords	
  
How	
  &	
  What	
  do	
  people	
  search	
  for?	
  
Onsite	
  Op<miza<on	
  
Create	
  a	
  site	
  that	
  search	
  engines	
  will	
  love	
  
But	
  create	
  with	
  hum...
Offpage	
  Op<miza<on	
  
Make	
  your	
  website	
  trustworthy	
  
Repor<ng	
  
Keep	
  Track	
  of	
  Everything	
  you	
  do	
  
Choosing	
  the	
  Right	
  Keywords	
  
How	
  to	
  target	
  compe::on	
  becer	
  
Choosing	
  the	
  Right	
  Keywords	
  
•  It’s	
  necessary	
  to	
  do	
  some	
  keyword	
  analysis…	
  
•  What	
  i...
Tools	
  for	
  Keyword	
  Research	
  

hcp://bit.ly/keywordtool2012	
  
Tools	
  for	
  Keyword	
  Research	
  
Use Google Keyword
Tools to create initial
list of related search
terms and search...
Tools	
  for	
  Keyword	
  Research	
  

hcp://www.google.com/insights/search/	
  
Other	
  Keyword	
  Research	
  Tools	
  
•  Wordtracker	
  
•  Wordstream	
  
•  Keyword	
  Discovery	
  
KEYWORD	
  ORGANIZATION	
  
•  Organize your
keywords by:
• 
• 
• 
• 
• 
• 

Languages
Locations
Target audiences
Purchase...
Keyword	
  Advice	
  
•  Op<mise	
  each	
  page	
  for	
  a	
  different	
  keyword	
  
combina<on	
  
•  Don’t	
  choose	...
Onsite	
  Op:miza:on	
  
Onsite	
  Op:miza:on	
  
•  On-­‐site	
  factors	
  play	
  a	
  big	
  role	
  in	
  
determining	
  your	
  search	
  en...
Use	
  of	
  mul:media	
  plaforms	
  
Be	
  careful	
  when	
  using	
  mul<media	
  plaqorms,	
  such	
  as	
  Flash,	
 ...
Onpage	
  Naviga:on	
  
Your	
  naviga<on	
  structure	
  and	
  accessibility	
  is	
  cri<cal	
  for	
  
search	
  engin...
The	
  TITLE	
  Tag	
  
The	
  singularly	
  	
  
most	
  important	
  	
  
on-­‐site	
  factor!	
  
Almost	
  always	
  the	
  
heading	
  that	
  Google	
  
chooses	
  for	
  its	
  lis<ngs.	
  	
  
Therefore	
  it	
  nee...
The	
  TITLE	
  Tag	
  
•  Include	
  your	
  chosen	
  keywords	
  within	
  the	
  TITLE	
  
tag	
  –	
  preferably	
  n...
Metadata	
  Tags	
  
•  Search	
  engines	
  also	
  use	
  a	
  series	
  of	
  metadata	
  
tags	
  that	
  reside	
  in...
The	
  Descrip:on	
  Tag	
  
•  A	
  textual	
  descrip<on	
  of	
  
what	
  the	
  page	
  is	
  about	
  

•  Shows	
  u...
The	
  Descrip:on	
  Tag	
  
•  Include	
  keywords	
  close	
  to	
  the	
  start	
  of	
  the	
  tag,	
  
but	
  don’t	
...
The	
  KEYWORD	
  Tag	
  
•  No	
  longer	
  counts	
  
Body	
  Text	
  
•  Google	
  loves	
  original,	
  high	
  quality	
  textual	
  content	
  
•  Body	
  text	
  is	
  ext...
Keywords	
  in	
  URLs	
  
•  URLs	
  that	
  contain	
  keywords	
  are	
  beKer	
  than	
  those	
  that	
  
don’t	
  
•...
Heading	
  Tags	
  
•  Heading	
  tags	
  –	
  eg.	
  <h1>,	
  <h2>	
  -­‐	
  within	
  the	
  
HTML	
  iden<fy	
  heading...
Link	
  Anchor	
  Text	
  

•  The	
  ‘anchor’	
  text	
  contained	
  within	
  hyperlinks	
  
provides	
  Google	
  with...
Link	
  Anchor	
  Text	
  Diversifica:on	
  
A.  Naked	
  URLs:	
  such	
  as	
  www.xyz.com	
  
B.  Generic/junk	
  anchor...
Image	
  ALT	
  Text	
  
•  ALT	
  is	
  displayed	
  if	
  the	
  image	
  doesn’t	
  load	
  in	
  the	
  
user’s	
  bro...
A	
  word	
  on	
  domain	
  names…..	
  
•  Domain	
  names	
  no	
  longer	
  assist	
  in	
  search	
  engine	
  
ranki...
Customer	
  Assurance	
  Factors	
  
•  It	
  is	
  recommended	
  that	
  your	
  website	
  contains:	
  
•  Business	
 ...
Content	
  
Pick	
  Content	
  Type	
  	
  
	
  
Build Content With High Search Link Intent

KEYWORD	
  “FACTS”	
  
KEYWORD	
  “INFORMATION”	
  
KEYWORD	
  “DATA”	
  
Learn	
  the	
  art	
  of	
  storytelling	
  
Add	
  content	
  regularly	
  
•  Some	
  ideas	
  for	
  new	
  content	
  for	
  a	
  ecommerce	
  website:	
  
•  New	...
Elements	
  of	
  Op:miza:on	
  

Landing	
  Pages	
  
	
  

“Localized”	
  or	
  
targeted	
  content	
  
•  Loca<on	
  
...
Elements of Optimization
Text	
  Content	
  

•  250 or more
words
•  Don’t forget
locations!
•  Updated content
•  Avoid ...
Keywords	
  In	
  Text	
  

•  Words and
phrases
commonly
used to
describe
your
product,
service,
location, etc.

What	
  ...
Emphasized	
  Text	
  

•  Text tagged
“Strong” or
“Bold”
•  Outbound
Links
Elements of Optimization
Promote	
  
A	
  Mashable	
  survey	
  in	
  August	
  2013	
  revealed	
  that	
  17.4	
  percent	
  of	
  global	
  web	
  
traffic	
 ...
Start	
  asking	
  the	
  right	
  ques:on...	
  

www.pagetraffic.com	
  
How	
  Do	
  I	
  Rank	
  #1?	
  

www.pagetraffic.com	
  
What’s	
  the	
  best	
  strategy	
  
to	
  drive	
  traffic	
  to	
  my	
  site	
  
and	
  convert	
  it?	
  

www.pagetraffi...
Social	
  
Social Lives at the Top of the Funnel	
  
•  Social	
  Media	
  is	
  forecasted	
  to	
  grow	
  26%	
  CAGR	
  by	
  2016	
  

**	
  CAGR	
  =	
  Compound	
  Annu...
1

AUDIENCE ENGAGEMENT


2

"
SOCIAL CONTENT STRATEGY"
"
"

3

FACEBOOK S TEENAGE WASTELAND

Looking to 2014
THE	
  BENEFITS	
  OF	
  SOCIAL	
  IN	
  2014	
  
IMPROVED	
  SOCIAL	
  SIGNALS	
  
COMPANY	
  BRANDING	
  
IMPROVED	
  BR...
Platforms
Important question to ask?

Is the platform aligned
with my objectives?
Does it help build a
brand community?
Is...
Chasing Facebook Fans!

•  Typically less than 5%
of your updates are
shown to your fans
•  You need a
sponsored story to
...
•  Facebook is a Social Networking platform
•  With more ads and brand updates, user loose interest,
which harms Facebook ...
Where	
  to	
  Par:cipate?
Q+A Sites
Document Sharing Sites
Build a Community, Not a Brand
DETERMINE YOUR AUDIENCE"

"
FIND OUT WHAT THEY RE
LOOKING FOR OR TALKING
ABOUT"
"

WRITE AB...
A Cohesive Content Plan

SOCIAL	
  MEDIA

	
  

RELATIONSHIP	
  BUILDING	
  &	
  ASKING

	
  

	
  
	
  

	
  AUDIENCE	
  ...
A	
  final	
  thought	
  
•  If	
  you	
  employ	
  one	
  of	
  the	
  strategies	
  men<oned	
  in	
  this	
  
presenta<o...
THANK YOU!
Website:
Email:
Twitter:
Blog:
Facebook:

www.pagetraffic.com
navneet@pagetraffic.com
@navneetkaushal
www.paget...
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
Social Media and SEO Tips to make your Business succeed
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Social Media and SEO Tips to make your Business succeed

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Learn the power of social media and the SEO 2014 in this simple step by step presentation to help enable you to derive more out of SEO and Social Media Marketing

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  • The power of SEO and Social Media will surely help you to bring more traffic to your website.It will also bring your business brand in front of the world.Its really very helpful.Read more on http://seoyo.in/
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Transcript of "Social Media and SEO Tips to make your Business succeed"

  1. 1. The Power of SEO & Social Media Navneet  Kaushal   CEO   PageTraffic  
  2. 2. WHO AM I? Navneet  Kaushal   Founder  &  CEO  of    PageTraffic   13  Years  of  Digital  Search  MarkeDng  experience   Editor  www.pagetrafficbuzz.com   Expert  author  on  WebProNews,  Search  Newz,  Clickz,  Social  Media  Today,   Search  Engine  Journal,  Promo<onWorld,  Business  2  Community  ,  India  Digital  Review  etc   Regularly  quoted  on  ET  Now,  Zee  News,  SeaQle  Times,  Hindustan  Times,  Livemint,  BenefitIT  etc.   About  PageTraffic   Established  in  2002   95  people  strong,  with  offices  in  New  Delhi,  Noida,  Mumbai,  Chicago  &  London   Offers  SEO,  SMO,  PPC,  Link  Building,  Web  Development  services   More  than  2500  clients  worldwide   Winner  of  Red  Herring  Top  100  Asia  Award  2011   www.pagetraffic.com  
  3. 3. Digital  Marke:ng  in  2014  
  4. 4. Search  
  5. 5. Why is SEO important?! Average Daily Queries on Google! 3 Billion Searches/Day (announced Aug. 2012) Number  of  Searches/Day  on  Google  
  6. 6. Growth of Google Queries in Last 5 yrs! 3 Billion Searches/Day (announced Aug. 2012) Number  of  Searches/Day  on  Google  
  7. 7. State  of  Search-­‐  India   Indian  Search  Engine  Market  Share   Yahoo   1%   Bing   1%   Others   1%   Google   97%   Source:  Netmarketshare  and  business-­‐standard.com    
  8. 8. Search Often Brings the Most Highly Qualified Traffic  
  9. 9. SEO  from  a  business  perspec:ve   §  Helps  you  create  a  beKer  website   §  Brings  in  qualified  traffic   §  Helps  you  create  beKer  content   §  Measurable/Ac<onable  
  10. 10. DID  YOU  KNOW?   Search  engines  cannot  read  FLASH  and  JavaScript  content.
  11. 11. DID  YOU  KNOW?   SEO  is  not  only  about  keyword  op<miza<on  -­‐  the  number  and  quality  of  incoming  links   is  also  very  important.  
  12. 12. DID  YOU  KNOW?    It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by  using  a   robots.txt  file.  
  13. 13. DID  YOU  KNOW?    The  most  important  SEO  task  is  seXng  up  a  keyword  strategy.  
  14. 14. DID  YOU  KNOW?   Google  checks  for  duplicate  content  on  your  website.  
  15. 15. DID  YOU  KNOW?   Google  displays  META  descrip<on  content  in  the  results  lis<ng.  
  16. 16. DID  YOU  KNOW?   The  webpage  names  also  influence  the  rate  of  op<miza<on  for  certain  keywords.  
  17. 17. DID  YOU  KNOW?   A  common  website  mistake  is  giving  each  page  the  same  <tle.  
  18. 18. DID  YOU  KNOW?   Google  moves  websites  down  in  the  search  results  when  an  excessive  number  of   keywords  are  used.  
  19. 19. DID  YOU  KNOW?   A  page’s  load  <me  influences  the  ranking  of  your  website  in  search  engines.  
  20. 20. DID  YOU  KNOW?   Search  engines  look  at  how  much  code  you  use.  Therefore,  tables  and  inline  styles   not  only  make  your  code  less  synop<c  but  could  also  affect  search  engine  ranking.  
  21. 21. DID  YOU  KNOW?   It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by   using  a  robots.txt  file.  
  22. 22. Paid   Organic   Organic  vs.  Paid  Search  
  23. 23. Organic  vs  Paid   Organic     •  •  •  •    Time  bound     Higher  entry  cost  (<me  /  Rs.)     Lower  ongoing  cost  (<me  /  Rs.   Long  term  strategy     Paid     •  •  •  •  •  •    Instant   Lower  entry  cost  (<me  /  Rs.)     Dynamic  cost  over  <me   Targeted   Measurable  ROI   Short-­‐Mid  Term  Strategy  
  24. 24. SERP  Features   In  2013,  Google  Introduced  more  search  engine   results  page  features  than  ever.   www.pagetraffic.com  
  25. 25. 7-­‐RESULTS  SERPS   www.pagetraffic.com  
  26. 26. 10-­‐RESULTS  SERPS   www.pagetraffic.com  
  27. 27. EVENT  SITELINKS  SERPS   www.pagetraffic.com  
  28. 28. GOOGLE+  BRANDS  SERPS   www.pagetraffic.com  
  29. 29. PAID  SHOPPING  (LEFT)  SERPS   www.pagetraffic.com  
  30. 30. PAID  SHOPPING  (RIGHT)  SERPS   www.pagetraffic.com  
  31. 31. KNOWLEDGE  GRAPH  (KG)  SERPS   www.pagetraffic.com  
  32. 32. AUTHORSHIP  THUMBNAIL  SERPS   www.pagetraffic.com  
  33. 33. RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS   Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  34. 34. What  else  is  changing?  
  35. 35. The  Way  We  Consume  Informa:on  Has  Changed     Copyright  ©  www.pagetraffic.in  
  36. 36. The  Way  We  Communicate  Has  Changed     Copyright  ©  www.pagetraffic.in  
  37. 37. •  •  •  •  •  •  •  •  •  •  Google  is  Constantly  Changing     Hummingbird   Google  Panda:  25+  updates   Google  Penguin:  4  updates   Exact-­‐Match  Domain  (EMD)  Update     Page  Layout:  2  updates   7-­‐Result  SERPs   Link  Warnings   Knowledge  Graph   Venice   Other  Monthly  Updates:  390   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  38. 38. Audience  Search  Habits  are  Changing     Copyright  ©  www.pagetraffic.in  
  39. 39. Audience  Search  Habits  are  Changing     Copyright  ©  www.pagetraffic.in  
  40. 40. Shib  in  Balance  is  happening   Copyright  ©  www.pagetraffic.in  
  41. 41. In  2008,   SEO  Was   This   Link   Building   On-­‐Page   Basics  
  42. 42. VIDEO   In  2014,   SEO  is  This   ON-­‐PAGE   SEO   CONTENT MARKETING SITE   SPEED   CONTENT   STRATEGY   LINK   BUILDING   UX   MOBILE    
  43. 43. Get  Your  Things  Straight  
  44. 44. Set  Goals   Why  do  you  need  Search  Marke<ng?  
  45. 45. Research  Keywords   How  &  What  do  people  search  for?  
  46. 46. Onsite  Op<miza<on   Create  a  site  that  search  engines  will  love   But  create  with  humans  in  mind  
  47. 47. Offpage  Op<miza<on   Make  your  website  trustworthy  
  48. 48. Repor<ng   Keep  Track  of  Everything  you  do  
  49. 49. Choosing  the  Right  Keywords   How  to  target  compe::on  becer  
  50. 50. Choosing  the  Right  Keywords   •  It’s  necessary  to  do  some  keyword  analysis…   •  What  is  the  volume  of  traffic  for  the  keyword   combina<on?   •  Have  other  websites  op<mized  for  those  keywords?     Would  it  be  hard  to  get  a  high  ranking?   •  Who  sits  in  the  No.  1  spot  for  those  keywords?       •  What  keywords  are  my  compe<tors  targe<ng?   •  What  do  the  keywords  say  about  the  searcher’s   intent/mindset?   •  Surfers   •  Researchers     •  Buyers  
  51. 51. Tools  for  Keyword  Research   hcp://bit.ly/keywordtool2012  
  52. 52. Tools  for  Keyword  Research   Use Google Keyword Tools to create initial list of related search terms and search volume Select location and language
  53. 53. Tools  for  Keyword  Research   hcp://www.google.com/insights/search/  
  54. 54. Other  Keyword  Research  Tools   •  Wordtracker   •  Wordstream   •  Keyword  Discovery  
  55. 55. KEYWORD  ORGANIZATION   •  Organize your keywords by: •  •  •  •  •  •  Languages Locations Target audiences Purchase cycle Importance Legal requirements •  Brand name •  Product name •  Model numbers, etc.
  56. 56. Keyword  Advice   •  Op<mise  each  page  for  a  different  keyword   combina<on   •  Don’t  choose  single  keywords  –  3-­‐5  word  combina<ons   are  best   •  Don’t  choose  generic  keywords  -­‐  be  specific   •  Don’t  choose  hotly-­‐contested  keywords   •  Use  geographic  qualifiers  –  i.e.  India   •  Put  yourself  in  the  buyer’s  shoes   •  Choose  keywords  that  align  with  a  ‘buying’  state  of   mind  
  57. 57. Onsite  Op:miza:on  
  58. 58. Onsite  Op:miza:on   •  On-­‐site  factors  play  a  big  role  in   determining  your  search  engine  rankings   •  These  are  the  things  that  you  can  do   yourself  or  that  you  can  task  your  web   developer  to  do  on  your  behalf  
  59. 59. Use  of  mul:media  plaforms   Be  careful  when  using  mul<media  plaqorms,  such  as  Flash,   par<cularly  as  naviga<onal  elements   Your  website  must  be  ‘spiderable’,  otherwise  it  won’t  get   good  search  engine  rankings   Text-­‐based  naviga<on  can  be  ‘spidered’;  links  embedded   within  a  Flash  element  cannot.   Be  careful  also  with  Javascript,  DHTML  or  other  graphical   naviga<on  elements   If  you  use  these,  provide  a  text  based  naviga<on  bar   elsewhere  on  the  page    
  60. 60. Onpage  Naviga:on   Your  naviga<on  structure  and  accessibility  is  cri<cal  for   search  engine  rankings  –  search  engines  need  to  be   able  to  access  your  content  in  order  to  index  it   KISS  principle   Employ  the  2  click  rule  (3  click  rule  at  most)   Use  textual  links  from  your  home  page   Use  a  Sitemap  which  can  be  accessed  from  your  home   page   Employ  inline  /  contextual  links  
  61. 61. The  TITLE  Tag   The  singularly     most  important     on-­‐site  factor!  
  62. 62. Almost  always  the   heading  that  Google   chooses  for  its  lis<ngs.     Therefore  it  needs  to  be   en<cing  or  contain  a  call-­‐ to-­‐ac<on     If  you  do  one  thing  to  your  site,  then  this  should  be  it!    
  63. 63. The  TITLE  Tag   •  Include  your  chosen  keywords  within  the  TITLE   tag  –  preferably  near  the  start  of  the  tag   •  Try  to  keep  it  to  70  characters   •  Must  be  relevant  to  the  page  content   •  Very  important  -­‐  each  page  should  have  a   different  TITLE  tag  
  64. 64. Metadata  Tags   •  Search  engines  also  use  a  series  of  metadata   tags  that  reside  in  the  header  of  the  page  to   index  websites     •  These  tags  can’t  be  seen  by  human  visitors  to   your  website  –  but  they’re  s<ll  interrogated  by   the  search  engines  
  65. 65. The  Descrip:on  Tag   •  A  textual  descrip<on  of   what  the  page  is  about   •  Shows  up  in  Google   search  results  
  66. 66. The  Descrip:on  Tag   •  Include  keywords  close  to  the  start  of  the  tag,   but  don’t  repeat  more  than  3  <mes   •  Try  to  keep  it  to  150  characters   •  Must  be  relevant  to  the  page  content   •  Each  page  should  have  a  different   DESCRIPTION  tag  
  67. 67. The  KEYWORD  Tag   •  No  longer  counts  
  68. 68. Body  Text   •  Google  loves  original,  high  quality  textual  content   •  Body  text  is  extremely  important  for  search  engine   rankings  because  this  is  what  human  users  come  to   see   •  Keywords,  synonyms  and  varia<ons  of  the  primary   keyword  combina<on  should  be  included  in  the   body  text,  but  not  so  that  it  reads  ‘ar<ficially’.    It   should  read  naturally.    
  69. 69. Keywords  in  URLs   •  URLs  that  contain  keywords  are  beKer  than  those  that   don’t   •  Quite  easy  to  do  if  your  website  is  sta<c,  a  liKle  more   difficult  for  database-­‐driven  sites   •  Don’t  make  the  URLs  too  long  because  this  will  be  seen   as  an  aKempt  to  manipulate  the  search  results   •  Good  and  bad:   •  www.mysite.com/health-­‐insurance   •  www.mysite.com/search.asp? insuranceID=435&locID=32    
  70. 70. Heading  Tags   •  Heading  tags  –  eg.  <h1>,  <h2>  -­‐  within  the   HTML  iden<fy  headings  within  the  page  copy   and  break  up  the  text   •  They  are  used  by  search  engines  to  determine   page  content   •  Use  keywords  in  these  tags,  but  don’t  overdo  it.    
  71. 71. Link  Anchor  Text   •  The  ‘anchor’  text  contained  within  hyperlinks   provides  Google  with  an  understanding  of  what  the   linked  content  is  about   •  Every  hyperlink  on  your  site  should  have  descrip<ve   anchor  text,  rather  than  ‘click  here…’   •  Inline  links  or  contextual  links  are  best   •  eg.   •  Blue  Train  Enterprises  offers  a  free  white  paper   on  how  to  op<mise  your  website  for  the  search   engines  
  72. 72. Link  Anchor  Text  Diversifica:on   A.  Naked  URLs:  such  as  www.xyz.com   B.  Generic/junk  anchors:  “click  here”,  “this  website”     C.  Brand  keywords:  PageTraffic,  pagetraffic  India,  page  traffic   or  pagetraffic  SEO  company    
  73. 73. Image  ALT  Text   •  ALT  is  displayed  if  the  image  doesn’t  load  in  the   user’s  browser   •  The  ALT  tag  should  describe  the  image   •  Keep  it  short  and  to  the  point   •  It  also  can  have  a  posi<ve  effect     on  your  website  rankings   •  Don’t  use  ALT  tags  as  a  place  to    stuff  keywords  
  74. 74. A  word  on  domain  names…..   •  Domain  names  no  longer  assist  in  search  engine   rankings     •  If  you  are  thinking  of  changing  names,  or  planning  a   new  business,  think  carefully  about  the  domain  name   you  choose   •  Best  to  have  .in  for  Indian  market,  but  if  possible   secure  .com  as  well   •  Try  to  keep  it  short,  memorable   •  Register  the  name  for  as  long  as  possible  
  75. 75. Customer  Assurance  Factors   •  It  is  recommended  that  your  website  contains:   •  Business  informa<on  –   •  Telephone  number  –  1800  adds  credibility   •  A  physical  address   •  Informa<on  about  your  business  –  ‘about  us’   •  Policies   •  Privacy   •  Security   •  Terms  of  use  /  disclaimers   •  A  sitemap  with  links  to  major  pages  
  76. 76. Content  
  77. 77. Pick  Content  Type      
  78. 78. Build Content With High Search Link Intent KEYWORD  “FACTS”   KEYWORD  “INFORMATION”   KEYWORD  “DATA”  
  79. 79. Learn  the  art  of  storytelling  
  80. 80. Add  content  regularly   •  Some  ideas  for  new  content  for  a  ecommerce  website:   •  New  products   •  Company  ac<vi<es   •  Special  offers  or  discounts   •  Achievements  –  awards   •  New  staff  profiles   •  Case  studies  about  your  products  or  services   •  Tes<monials  from  customers   •  ‘How  to’  guides   •  General  advice  about  products  or  services   •  Observa<ons  about  the  market  
  81. 81. Elements  of  Op:miza:on   Landing  Pages     “Localized”  or   targeted  content   •  Loca<on   •  Industry  
  82. 82. Elements of Optimization Text  Content   •  250 or more words •  Don’t forget locations! •  Updated content •  Avoid duplicate content
  83. 83. Keywords  In  Text   •  Words and phrases commonly used to describe your product, service, location, etc. What  words  and  phrases   do  your  customers  use  to   search  for  you?   Elements of Optimization
  84. 84. Emphasized  Text   •  Text tagged “Strong” or “Bold” •  Outbound Links Elements of Optimization
  85. 85. Promote  
  86. 86. A  Mashable  survey  in  August  2013  revealed  that  17.4  percent  of  global  web   traffic  comes  from  mobile  compared  to  11.1  percent  in  the  previous  year.  
  87. 87. Start  asking  the  right  ques:on...   www.pagetraffic.com  
  88. 88. How  Do  I  Rank  #1?   www.pagetraffic.com  
  89. 89. What’s  the  best  strategy   to  drive  traffic  to  my  site   and  convert  it?   www.pagetraffic.com  
  90. 90. Social  
  91. 91. Social Lives at the Top of the Funnel  
  92. 92. •  Social  Media  is  forecasted  to  grow  26%  CAGR  by  2016   **  CAGR  =  Compound  Annual  Growth  Rate  (year  over  year)                          Social  Media  
  93. 93. 1 AUDIENCE ENGAGEMENT 2 " SOCIAL CONTENT STRATEGY" " " 3 FACEBOOK S TEENAGE WASTELAND Looking to 2014
  94. 94. THE  BENEFITS  OF  SOCIAL  IN  2014   IMPROVED  SOCIAL  SIGNALS   COMPANY  BRANDING   IMPROVED  BRAND  AWARENESS   WORD-­‐OF-­‐MOUTH  ADVERTISING   INCREASED  CUSTOMER  LOYALTY  AND  TRUST   IMPROVED  AUDIENCE  REACH  AND  INFLUENCE     Social is a Necessity, Not a Luxury
  95. 95. Platforms Important question to ask? Is the platform aligned with my objectives? Does it help build a brand community? Is it helping create a digital asset?
  96. 96. Chasing Facebook Fans! •  Typically less than 5% of your updates are shown to your fans •  You need a sponsored story to reach your own fans •  Every time you need to engage with Fans, you need to spend more! Is Facebook page a digital asset for a brand? Common Mistake
  97. 97. •  Facebook is a Social Networking platform •  With more ads and brand updates, user loose interest, which harms Facebook as a platform •  Facebook stock price was declining •  To boost revenues, stock price, brands were asked to pay more to reach their own fans •  Facebook has launched new ad formats – In feeds, and video! Why did this happen?
  98. 98. Where  to  Par:cipate?
  99. 99. Q+A Sites
  100. 100. Document Sharing Sites
  101. 101. Build a Community, Not a Brand DETERMINE YOUR AUDIENCE" " FIND OUT WHAT THEY RE LOOKING FOR OR TALKING ABOUT" " WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE SHARE
  102. 102. A Cohesive Content Plan SOCIAL  MEDIA   RELATIONSHIP  BUILDING  &  ASKING        AUDIENCE  BUILDING     *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014    LINK  BUILDING  
  103. 103. A  final  thought   •  If  you  employ  one  of  the  strategies  men<oned  in  this   presenta<on,  you  will  get  some  benefit  in  the  traffic  and   conversions   •  If  you  employ  a  couple,  you  will  get  much  greater   benefit   •  If  you  employ  all  of  them  properly,  then  you  will  most   likely  go  to  the  top  of  the  results   •  The  liKle  things  count  and,  when  you  employ  them   together,  they  can  make  a  big  difference  to  your  site   performance  
  104. 104. THANK YOU! Website: Email: Twitter: Blog: Facebook: www.pagetraffic.com navneet@pagetraffic.com @navneetkaushal www.pagetrafficbuzz.com www.facebook.com/pagetraffic.in
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