Search Engine Optimization & Marketing
By: UG Software Technologies
What is SEO? Organic v/s Paid Clicks
How Search Engines Work? Getting Higher Rankings & Traffic
What is SEO?
SEO – Search Engine Optimization
SEO is the term used to define a set of activities performed to bring
TRAFFIC to your website via ORGANIC Search results.
How Search Engines Work?
Crawling Indexing Searching Results
CRAWLING - Crawler is a robot software that scans the documents like web pages, PDF,
word files etc. It follows the links on the pages of the websites which are in its database.
INDEXING - A copy of newly found pages is stored in its database.
SEARCH ING - Search Engine Searches (queries) its database when a user enters a
KEYWORD and clicks on the Search button.
RESULTS -Documents (web pages) from the database are ranked in accordance with the
search engines ALGORITHM.
QUESTION: What is an Algorithm?
A methodical approach used by search engines to determine the importance of a web
page. Of course, the most important page is ranked at the TOP.
An Algorithm takes into account many factors in determining the importance of a web
page. But the two most important factors are:
- Keywords on the page – Keyword Density
In order to provide the best search results,
Google and other Search Engines make
- Back links to the page. regular changes to their Algorithms. These
changes affect ranks of many websites.
Whenever there is a change in the algorithm,
web pages have to be realigned in order to
retain their ranks on search engines.
QUESTION: What is a Keyword Density?
QUESTION: What is a Back Link?
Keywords are the most common search words used to find information on any product
or service. It could be a single word or a phrase.
Keyword Density is the number of times a keyword appears on a webpage. It also takes
into account the position of keyword on the page. Typically, a keyword should appear
on all of the following places on a webpage.
Title tags <title>
Meta Tags <meta> Optimizing a web page
Header tags <h1> based on all these factors is
ALT image tags called
Content (Body text) <body> “ON PAGE OPTIMIZATION”
(with HIGH Keyword density)
Understanding Keyword Competitiveness
We can determine the competitiveness of a keyword based on the number of search
results it produces.
For Keyword “web design”, Google produces 234 million search results.
For Keyword “web design NY” Google produces 120 million search results.
Since 234 million is greater than 120 million, there are more web pages competing for
“web design ” than for “web design NY”.
So, it will take much more effort to optimize a webpage for “web design”.
Understanding Back Links
Back links are a sum total of links from other web pages to your webpage. Each Back
Link is like a a VOTE to your web page’s popularity.
Search Engines rank the most popular websites on TOP.
Back Links are a major factor in deciding your rank on search engines.
Following Diagram describes Back Links in greater detail
Few High value
links produce Back
better results than Links
a number of low
High Moderate Low
Value Value Value
Back Linking Strategy
We often follow a mixed strategy for the Back Linking process. This proves to be helpful
in two ways.
1. It mitigates the risk arising due to Algorithm changes.
2. It is perceived to be a natural “Link Profile” by Search Engines.
Various ways of getting Back links to Your Web Pages
Manual Research Submission Content
Intensive Activity Based Activity Intensive Activity
Links on general Posting Articles on
Directories Article Directories
Links on Product Press Releases on
Directories various PR websites
Links in the form of
Blog Posts & Comments
Bookmarks on Social
on others Blogs
Weighing Keywords and Back Links
Quality Of R
For beginners, it is important to know what SEO is and What its not.
We have tried to list a few tempting offerings that you may come across
Search Engine Submission
Submitting a web page with search engines is a very small part of the SEO process.
There will be no gains if the SUBMISSION is done without a methodical SEO.
SEO for only $99
SEO is not a one time activity. Maintaining TOP rankings require constant efforts
and up to date knowledge of the SEO industry.
Get TOP Google Rankings in One Week
We are yet to come across someone who could produce such magical results. It takes
around 3-4 months for significant results.
Pay Per Click Search Engine Marketing (SEM)
As the name suggests, you pay for each click you get on the Search Engine listing for
Pay Per Click
Listings There are 3 major Pay Per Click
Per Google Adwords
Organic Listings Microsoft Ad Network
Pay Per Click PPC V/S SEO
• Instant results (within 1-2 days) • Takes Time (2 to 16 weeks)
• Flow of Traffic can be controlled • No Traffic control
by fixing a daily budget.
• Pay for every click • No per click payments
• Less Exposure • Large Exposure
• Can compete for as many • Difficult to achieve TOP ranks for
keywords multiple keywords
• Best for short term campaigns • Best for long term campaigns
with high realization value
A step wise approach to
Getting Higher Rankings & Traffic
Discussing Business Objectives
Direct Selling or Lead Generation? Short or Long Term
Web Page Content Analysis Keyword Analysis Competitor Analysis
Website Restructuring (if required) Keyword List Back Linking Strategy
ON PAGE OFF PAGE
Ranking Reports Back Link Reports Keyword Recommendations
Ongoing Competitor Study ON/OFF page work Updates on latest SEO trends
Visit our website at www.ugwebmart.com
Get In Touch with us at firstname.lastname@example.org
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