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  • Transcript

    • 1. Understanding Searching Engine Prepared by: Murali Venkatesh Search Engine
    • 2. Agenda
      • What is a Search Engine?
      • Examples of popular Search Engines
      • Search Engines statistics
      • Why is Search Engine marketing important?
      • What is a SEO Algorithm?
      • Steps to developing a good SEO strategy
      • Ranking factors
      • Basic tips for optimization
    • 3. What is a Search Engine?
      • Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
      • Different than a Directory
      • Common Characteristics:
          • Spider, Indexer, Database, Algorithm
          • Find matching documents and display them according to relevance
          • Frequent updates to documents searched and ranking algorithm
          • Strive to produce “better”, more relevant results than competitors
    • 4. Examples popular Search Engines
    • 5. How Do Search Engines Work?
      • Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database
      • Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content
      • Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)
      • Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
    • 6. Search Engines statistics
      • Google – 41.6%
      • Yahoo – 31.5%
      • MSN – 27.4%
      • AOL – 13.6%
      • Ask Jeeves – 7.0%
      % bases on usage
    • 7. Why is Search Engine Marketing important?
      • 85% of all traffic on the internet is referred to by search engines
      • 90% of all users don’t look past the first 30 results (most only view top 10)
      • Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized
      • Cost-effective advertising
      • Clear and measurable ROI
      • Operates under this assumption:
        • More (relevant) traffic + Good Conversions Rate = More Sales/Leads
    • 8. What is Search Engine Optimization?
      • SEO = Search Engine Optimization
        • Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.
        • Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website
    • 9. What is a SEO Algorithm?
      • Top Secret! Only select employees of a search engines company know for certain
      • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments
      • The SEO algorithm is constantly changed, tweaked & updated
      • Websites and documents being searched are also constantly changing
      • Varies by Search Engine – some give more weight to on-page factors, some to link popularity
    • 10. Steps to developing a good SEO strategy:
      • Research desirable keywords and search phrases ( WordTracker , Overture , Google AdWords )
      • Identify search phrases to target (should be relevant to business/market, obtainable and profitable)
      • “ Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.
      • Help in writing copy to appeal to both search engines and actual website visitors
      • Study competitors (competing websites) and search engines
      • Implement a quality link building campaign
      • Add Quality content
      • Constant monitoring of rankings for targeted search terms
    • 11. Ranking factors
      • On-Page Factors (Code & Content)
          • Title tags <title> #3
          • Header tags <h1> #5
          • ALT image tags #4
          • Content, Content, Content (Body text) <body> #1
          • Hyperlink text #6
          • Keyword frequency & density #2
      • Off-Page Factors
          • Link Popularity (“votes” for your site) – adds credibility #2
          • Anchor text #1
    • 12. What a Search Engine Sees
      • View > Source (HTML code)
    • 13. Pay Per Click
      • PPC ads appear as “sponsored listings”
      • Companies bid on price they are willing to pay “per click”
      • Typically have very good tracking tools and statistics
      • Ability to control ad text
      • Can set budgets and spending limits
      • Google AdWords and Overture are the two leaders
    • 14. PPC vs. “Organic” SEO
      • results take 2 weeks to 4 months
      • requires ongoing learning and experience to achieve results
      • very difficult to control flow of traffic
      • generally more cost-effective, does not penalize for more traffic
      • SERPs are more popular than sponsored ads
      • very difficult to compete in highly competitive market space
      • ability to generate exposure on related websites and directories
      • more difficult to target local markets
      • better for long-term and lower margin campaigns
      • results in 1-2 days
      • easier for a novice or one little knowledge of SEO
      • ability to turn on and off at any moment
      • generally more costly per visitor and per conversion
      • fewer impressions and exposure
      • easier to compete in highly competitive market space (but it will cost you)
      • Ability to generate exposure on related sites (AdSense)
      • ability to target “local” markets
      • better for short-term and high-margin campaigns
      “ Organic” SEO Pay-Per-Click
    • 15. Basic Tips & Optimization Techniques
      • Research keywords related to your business
      • Identify competitors, utilize benchmarking techniques and identify level of competition
      • Utilize descriptive title tags for each page
      • Ensure that your text is HTML-text and not image text
      • Use text links when ever possible
      • Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)
      • Obtain inbound links from related websites
      • Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced
      • Educate yourself about search engine marketing
    • 16. Questions? Contact :