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

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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    Social Media and SEO Tips to make your Business succeed Social Media and SEO Tips to make your Business succeed Presentation Transcript

    • The Power of SEO & Social Media Navneet  Kaushal   CEO   PageTraffic  
    • 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  
    • Digital  Marke:ng  in  2014  
    • Search  
    • Why is SEO important?! Average Daily Queries on Google! 3 Billion Searches/Day (announced Aug. 2012) Number  of  Searches/Day  on  Google  
    • Growth of Google Queries in Last 5 yrs! 3 Billion Searches/Day (announced Aug. 2012) Number  of  Searches/Day  on  Google  
    • State  of  Search-­‐  India   Indian  Search  Engine  Market  Share   Yahoo   1%   Bing   1%   Others   1%   Google   97%   Source:  Netmarketshare  and  business-­‐standard.com    
    • Search Often Brings the Most Highly Qualified Traffic  
    • SEO  from  a  business  perspec:ve   §  Helps  you  create  a  beKer  website   §  Brings  in  qualified  traffic   §  Helps  you  create  beKer  content   §  Measurable/Ac<onable  
    • 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  quality  of  incoming  links   is  also  very  important.  
    • DID  YOU  KNOW?    It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by  using  a   robots.txt  file.  
    • 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  keywords.  
    • 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  number  of   keywords  are  used.  
    • DID  YOU  KNOW?   A  page’s  load  <me  influences  the  ranking  of  your  website  in  search  engines.  
    • 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.  
    • DID  YOU  KNOW?   It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by   using  a  robots.txt  file.  
    • Paid   Organic   Organic  vs.  Paid  Search  
    • 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  
    • SERP  Features   In  2013,  Google  Introduced  more  search  engine   results  page  features  than  ever.   www.pagetraffic.com  
    • 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 Video Snippet
    • 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+  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  
    • 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   STRATEGY   LINK   BUILDING   UX   MOBILE    
    • 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  humans  in  mind  
    • 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  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  
    • 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 volume Select location and language
    • 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 cycle Importance Legal requirements •  Brand name •  Product name •  Model numbers, etc.
    • 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  
    • Onsite  Op:miza:on  
    • 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  
    • 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    
    • 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  
    • The  TITLE  Tag   The  singularly     most  important     on-­‐site  factor!  
    • 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!    
    • 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  
    • 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  
    • The  Descrip:on  Tag   •  A  textual  descrip<on  of   what  the  page  is  about   •  Shows  up  in  Google   search  results  
    • 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  
    • The  KEYWORD  Tag   •  No  longer  counts  
    • 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.    
    • 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    
    • 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.    
    • 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  
    • 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    
    • 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  
    • 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  
    • 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  
    • 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  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  
    • Elements  of  Op:miza:on   Landing  Pages     “Localized”  or   targeted  content   •  Loca<on   •  Industry  
    • Elements of Optimization Text  Content   •  250 or more words •  Don’t forget locations! •  Updated content •  Avoid duplicate content
    • 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
    • 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  comes  from  mobile  compared  to  11.1  percent  in  the  previous  year.  
    • 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.pagetraffic.com  
    • Social  
    • Social Lives at the Top of the Funnel  
    • •  Social  Media  is  forecasted  to  grow  26%  CAGR  by  2016   **  CAGR  =  Compound  Annual  Growth  Rate  (year  over  year)                          Social  Media  
    • 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  BRAND  AWARENESS   WORD-­‐OF-­‐MOUTH  ADVERTISING   INCREASED  CUSTOMER  LOYALTY  AND  TRUST   IMPROVED  AUDIENCE  REACH  AND  INFLUENCE     Social is a Necessity, Not a Luxury
    • 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?
    • 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
    • •  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?
    • 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 ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE SHARE
    • A Cohesive Content Plan SOCIAL  MEDIA   RELATIONSHIP  BUILDING  &  ASKING        AUDIENCE  BUILDING     *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014    LINK  BUILDING  
    • 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  
    • THANK YOU! Website: Email: Twitter: Blog: Facebook: www.pagetraffic.com navneet@pagetraffic.com @navneetkaushal www.pagetrafficbuzz.com www.facebook.com/pagetraffic.in