NASSCOM - Power of Social Media & SEO for Lead Generation

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Power of Digital Marketing. Learn how to take your business to next level with search and social media marketing.

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NASSCOM - Power of Social Media & SEO for Lead Generation

  1. 1. Navneet  Kaushal   CEO   PageTraffic   The Power of SEO & Social Media
  2. 2. Digital  Marke:ng  in  2015  
  3. 3. Search  
  4. 4. Why is SEO important? Number  of  Searches/Day  on  Google   Average Daily Queries on Google 3 Billion Searches/Day (announced Aug. 2012)
  5. 5. Growth of Google Queries in Last 5 yrs Number  of  Searches/Day  on  Google   3 Billion Searches/Day (announced Aug. 2012)
  6. 6. State  of  Search-­‐  India   Source:  Netmarketshare  and  business-­‐standard.com     Google   97%   Yahoo   1%   Bing   1%   Others   1%   Indian  Search  Engine  Market  Share  
  7. 7. Search Often Brings the Most Highly Qualified Traffic  
  8. 8. §  Helps  you  create  a  be=er  website   §  Brings  in  qualified  traffic   §  Helps  you  create  be=er  content   §  Measurable/AcGonable   SEO  from  a  business  perspec:ve  
  9. 9. DID  YOU  KNOW?   Search  engines  cannot  read  FLASH  and  JavaScript  content.
  10. 10. DID  YOU  KNOW?   SEO  is  not  only  about  keyword  opGmizaGon  -­‐  the  number  and  quality  of  incoming  links   is  also  very  important.  
  11. 11. DID  YOU  KNOW?    It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by  using  a   robots.txt  file.  
  12. 12. DID  YOU  KNOW?    The  most  important  SEO  task  is  seSng  up  a  keyword  strategy.  
  13. 13. DID  YOU  KNOW?   Google  checks  for  duplicate  content  on  your  website.  
  14. 14. DID  YOU  KNOW?   Google  displays  META  descripGon  content  in  the  results  lisGng.  
  15. 15. DID  YOU  KNOW?   The  webpage  names  also  influence  the  rate  of  opGmizaGon  for  certain  keywords.  
  16. 16. DID  YOU  KNOW?   A  common  website  mistake  is  giving  each  page  the  same  Gtle.  
  17. 17. DID  YOU  KNOW?   Google  moves  websites  down  in  the  search  results  when  an  excessive  number  of   keywords  are  used.  
  18. 18. DID  YOU  KNOW?   A  page’s  load  Gme  influences  the  ranking  of  your  website  in  search  engines.  
  19. 19. DID  YOU  KNOW?   Search  engines  look  at  how  much  code  you  use.  Therefore,  tables  and  inline  styles   not  only  make  your  code  less  synopGc  but  could  also  affect  search  engine  ranking.  
  20. 20. DID  YOU  KNOW?   It's  actually  quite  easy  to  exclude  certain  pages  from  search  engine  results  by   using  a  robots.txt  file.  
  21. 21. Organic  vs.  Paid  Search   Paid   Organic  
  22. 22. Organic  vs  Paid   Organic     •  Time  bound     •  Higher  entry  cost  (Gme  /  Rs.)     •  Lower  ongoing  cost  (Gme  /  Rs.   •  Long  term  strategy       Paid     •  Instant   •  Lower  entry  cost  (Gme  /  Rs.)     •  Dynamic  cost  over  Gme   •  Targeted   •  Measurable  ROI   •  Short-­‐Mid  Term  Strategy    
  23. 23. What  all  has  changed?  
  24. 24. Google  -­‐  More  InformaGon  
  25. 25. Google  -­‐  More  Transparent  
  26. 26. Google  -­‐  More  Visual  
  27. 27. Bing  -­‐  More  Visual  
  28. 28. Search  Queries  –  More  Self-­‐ReferenGal  
  29. 29. Search  Queries  –  Longer,  More  DescripGve  
  30. 30. Search  Queries  –  More  Time  SensiGve  
  31. 31. Search  Queries  –  More  Crowd  Conscious  
  32. 32. AROUND  15%  OF  THE   SEARCH  QUERIES  ARE  NEW  
  33. 33. www.pagetraffic.com   •  Hummingbird   •  Google  Panda:  28+  updates   •  Google  Penguin:  6  updates   •  Exact-­‐Match  Domain  (EMD)  Update     •  Page  Layout:  2  updates   •  7-­‐Result  SERPs   •  Link  Warnings   •  Knowledge  Graph   •  Venice   •  Other  Monthly  Updates:  390   Google  Algorithm  is  Constantly  Changing    
  34. 34. Audience  Search  Habits  are  Changing    
  35. 35. Audience  Search  Habits  are  Changing    
  36. 36. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
  37. 37. @iacquire The New Consumer Decision Journey via Google ZMOT 2012
  38. 38. Understanding  the  Customer  Journey   The  customer  shopping  journey  can  classified  into  sequenGal  stages.   Awareness   ConsideraGon   Intent   Due   Diligence   Decision   h=p://gweb-­‐think-­‐tools.appspot.com/customer-­‐journey-­‐to-­‐purchase/   Not  common,   mostly  occurs   with  high  Gcket   items  
  39. 39. Shid  in  Balance  is  happening   Copyright  ©  www.pagetraffic.in  
  40. 40. Link   Building   On-­‐Page   Basics   In  2008,   SEO  Was   This  
  41. 41. LINK   BUILDING   UX   CONTENT   STRATEGY   MOBILE     SITE   SPEED   VIDEO   ON-­‐PAGE   SEO   CONTENT MARKETING In  2015,   SEO  is  This  
  42. 42. Onsite  Op:miza:on  
  43. 43. •  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   Onsite  Op:miza:on  
  44. 44. Be  careful  when  using  mulGmedia  plalorms,  such  as  Flash,   parGcularly  as  navigaGonal  elements   Your  website  must  be  ‘spiderable’,  otherwise  it  won’t  get   good  search  engine  rankings   Text-­‐based  navigaGon  can  be  ‘spidered’;  links  embedded   within  a  Flash  element  cannot.   Be  careful  also  with  Javascript,  DHTML  or  other  graphical   navigaGon  elements   If  you  use  these,  provide  a  text  based  navigaGon  bar   elsewhere  on  the  page     Use  of  mul:media  plaforms  
  45. 45. Your  navigaGon  structure  and  accessibility  is  criGcal  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   Onpage  Naviga:on  
  46. 46. The  singularly     most  important     on-­‐site  factor!   The  TITLE  Tag  
  47. 47. Almost  always  the   heading  that  Google   chooses  for  its  lisGngs.     Therefore  it  needs  to  be   enGcing  or  contain  a  call-­‐ to-­‐acGon     If  you  do  one  thing  to  your  site,  then  this  should  be  it!    
  48. 48. •  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   The  TITLE  Tag  
  49. 49. •  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  sGll  interrogated  by   the  search  engines   Metadata  Tags  
  50. 50. •  A  textual  descripGon  of   what  the  page  is  about   •  Shows  up  in  Google   search  results   The  Descrip:on  Tag  
  51. 51. •  Include  keywords  close  to  the  start  of  the  tag,   but  don’t  repeat  more  than  3  Gmes   •  Try  to  keep  it  to  150  characters   •  Must  be  relevant  to  the  page  content   •  Each  page  should  have  a  different   DESCRIPTION  tag   The  Descrip:on  Tag  
  52. 52. •  No  longer  counts   The  KEYWORD  Tag  
  53. 53. •  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  variaGons  of  the  primary   keyword  combinaGon  should  be  included  in  the   body  text,  but  not  so  that  it  reads  ‘arGficially’.    It   should  read  naturally.     Body  Text  
  54. 54. •  URLs  that  contain  keywords  are  be=er  than  those  that   don’t   •  Quite  easy  to  do  if  your  website  is  staGc,  a  li=le  more   difficult  for  database-­‐driven  sites   •  Don’t  make  the  URLs  too  long  because  this  will  be  seen   as  an  a=empt  to  manipulate  the  search  results   •  Good  and  bad:   •  www.mysite.com/health-­‐insurance   •  www.mysite.com/search.asp? insuranceID=435&locID=32     Keywords  in  URLs  
  55. 55. •  Heading  tags  –  eg.  <h1>,  <h2>  -­‐  within  the   HTML  idenGfy  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.     Heading  Tags  
  56. 56. •  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  descripGve   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  opGmise  your  website  for  the  search   engines   Link  Anchor  Text  
  57. 57. 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     Link  Anchor  Text  Diversifica:on  
  58. 58. •  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  posiGve  effect     on  your  website  rankings   •  Don’t  use  ALT  tags  as  a  place  to    stuff  keywords   Image  ALT  Text  
  59. 59. •  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   A  word  on  domain  names…..  
  60. 60. Content  
  61. 61. Pick  Content  Type      
  62. 62. Build Content With High Search Link Intent KEYWORD  “FACTS”   KEYWORD  “INFORMATION”   KEYWORD  “DATA”  
  63. 63. Learn  the  art  of  storytelling  
  64. 64. •  Some  ideas  for  new  content  for  a  ecommerce  website:   •  New  products   •  Company  acGviGes   •  Special  offers  or  discounts   •  Achievements  –  awards   •  New  staff  profiles   •  Case  studies  about  your  products  or  services   •  TesGmonials  from  customers   •  ‘How  to’  guides   •  General  advice  about  products  or  services   •  ObservaGons  about  the  market   Add  content  regularly  
  65. 65. Elements  of  Op:miza:on     “Localized”  or   targeted  content   • LocaGon   • Industry   Landing  Pages  
  66. 66. Elements of Optimization •  250 or more words •  Don’t forget locations! •  Updated content •  Avoid duplicate content Text  Content  
  67. 67. Elements of Optimization •  Words and phrases commonly used to describe your product, service, location, etc. What  words  and  phrases   do  your  customers  use  to   search  for  you?   Keywords  In  Text  
  68. 68. Elements of Optimization •  Text tagged “Strong” or “Bold” •  Outbound Links Emphasized  Text  
  69. 69. Promote  
  70. 70. 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.  
  71. 71. Social  
  72. 72. Social Lives at the Top of the Funnel  
  73. 73.                      Social  Media   •  Social  Media  is  forecasted  to  grow  26%  CAGR  by  2016   **  CAGR  =  Compound  Annual  Growth  Rate  (year  over  year)    
  74. 74. Looking to 2015 AUDIENCE ENGAGEMENT " SOCIAL CONTENT STRATEGY" " " FACEBOOK S TEENAGE WASTELAND 1 2 3
  75. 75. 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?
  76. 76. Common Mistake 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?
  77. 77. Why did this happen? •  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!
  78. 78. Where  to  Par:cipate?
  79. 79. Q+A Sites
  80. 80. Document Sharing Sites
  81. 81. 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
  82. 82. A Cohesive Content Plan *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 SOCIAL  MEDIA        AUDIENCE  BUILDING   RELATIONSHIP  BUILDING  &  ASKING        LINK  BUILDING  
  83. 83. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!

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