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ASSIGNMENT ON
DIGITAL MARKETING
TOPIC: How is SEO important for any
organization? Explain with the help of suitable
example
Submitted To: Submitted By:
Mr. Abhinav Nigam Aparna Agrawal
Asst. Professor MBA Ist
year
FMS Wisdom
INTRODUCTION
Search engine optimization is nowadays more important than ever and it is necessary for every
web master to understand the true meaning of SEO as well as the potential it creates for every
business.
What is SEO?
Search engine optimization or SEO in short, is a set of rules that can be followed by web site (or
blog) owners to optimize their web sites for search engines and thus improve their search engine
rankings.
In addition it is also a great way to increase the quality of their web sites by making them user-
friendly, faster and easier to navigate. SEO can also be considered as a framework since the
whole process has a number of rules (or guidelines), a number of stages and a set of controls.
Why is SEO important?
In today’s competitive market SEO is more important than ever. Search engines serve millions of
users per day looking for answers to their questions or for solutions to their problems. If you
have a web site, blog or online store, SEO can help your business grow and meet the business
objectives.
Search engine optimization is essential because:
 The majority of search engines users are more likely to choose one of the top 5
suggestions in the results page so to take advantage of this and gain visitors to your web
site or customers to your on-line store you need to rank as higher as possible.
 SEO is not only about search engines but good SEO practices improve the user
experience and usability of a web site.
 User’s trust search engines and having a presence in the top positions for the keywords
the user is searching increases the web site’s trust.
 SEO is also good for the social promotion of your web site. People who find your web
site by searching Google or Yahoo are more likely to promote it on Facebook, Twitter,
Google+ or other social media channels.
 SEO is also important for the smooth running of a big web site. Web sites with more than
one author can benefit from SEO in a direct and indirect way. Their direct benefit is
increase in search engine traffic and their indirect benefit is having a common framework
(checklists) to use before publishing content on the site.
 SEO can put you ahead of the competition. If two web sites are selling the same thing,
the search engine optimized web site is more likely to have more customers and make
more sales.
An introduction to SEO for beginners
For beginners to SEO the above definition may sound complicated so in simpler terms Search
Engine Optimization is a way to improve your web site so that it will appear closer to the top
positions in the search results of Google, Yahoo, Bing or other search engines.
When you perform a search on Google (or any other search engine) the order by which the
returning results are displayed, is based on complex algorithms. These algorithms take a number
of factors into account to decide which web site (or blog) should be shown in the first place,
second place etc.
Optimizing your web site for search engines will give you an advantage over non-optimized sites
and you increase your chances to rank higher.
What are the main stagesofthe SearchEngine Optimization process?
As I mentioned above, SEO is not a static process but rather a framework with rules and
processes. For simplicity though SEO can be broken down into 2 main stages:
On-site SEO: What rules to apply on your site to make it search engine friendly And Off-site
SEO: How to promote your web site or blog so that it can rank better in search results.
On-site SEO
In my search engine optimization tips for beginner’s article I have explained with examples the
15 most important rules for on-site SEO. These are simple tweaks you can do to your web site
and increase your search engine visibility. If followed correctly these 15 SEO tips will also
increase the usability and credibility of your web site or blog.
In addition to the above guidelines the structure of a web site is also very important for SEO
purposes. In my article: the importance of web site structure for an SEO optimized web site you
can read about the essential components of an optimized web site. Which pages should not be
missing from your web site, what is a high quality site and why the navigation and URL structure
is vital for good SEO?
If you seriously take into account these 2 factors i.e. web site structure and the SEO tips, then
that’s all you need to do to help search engines trust your web site. There is no need to spend
more time than needed with on-site SEO neither you should over optimize your web site or blog
because it can sometimes (under certain conditions) generate the opposite results.
Off-site SEO
Besides the changes you can do to your web site (on-site SEO) so that it ranks higher in the
SERPs, the other way to improve your web site’s ranking position is by using off-site SEO
techniques.
Off-site SEO is generally known as link building but I prefer to use the term web site promotion
since a proper way to promote a web site involves much more methods and techniques than
building links.
In general, search engines are trying to find the most important pages of the web and show those
first when a user enters a search query. One of the factors to determine the position a web page
will appear in the results is the number of incoming links.
Incoming links are a signal of trust and depending from where the links are coming, they can
greatly affect your ranking position (either positively if the links are coming from well-known
and trusted sites or negatively if they are paid links, article directories, link farms etc.).
What is the difference of SEO and Internet marketing?
Some people often ask me “Is SEO the same as Internet Marketing?” The simplest answer I can
give is that SEO is one of the tools available in your Internet Marketing arsenal. It is not Internet
Marketing as such but it can be part of your overall Internet Marketing Campaign which
normally includes other things like social media promotion, content strategy etc.
Goodcontent is still the most important successfactorwith or without SEO
Before closing this introduction to search engine optimization you must have very clear in your
mind that SEO cannot help you if you don’t have good content.
In other words if you try to SEO a web site with not very good content your chances of
succeeding (in the long term) are minimum. On the other hand a web site with good content can
do well with or without SEO. SEO will just give the web site an extra boost.
SEO is a must for every web property
To sum it up, Search engine optimization or SEO is a way to optimize your web site so that
search engines will understand it better and give you higher rankings. It is important since a good
SEO approach can drive more traffic to your web site, blog or on-line store and gain more
customers, make sales and fulfill your business purpose.
IMPORTANCE OF SEO IN AN ORGANISATION
I find this extremely unfortunate because SEO is a very viable marketing outlet that can bring
you business more qualified leads and customers. Moreover, studies have shown that SEO can
have a better ROI than traditional forms of marketing like TV and print ads. Like any other
marketing method, SEO isn’t magic, but it provides a business visibility, branding, web traffic, a
high ROI, credibility, and insight into customer behavior. Let’s discuss each of these in turn.
 SEO is good for business visibility and branding- when people search for your
products and services, you obviously want to appear as high in the search engine rankings
as possible, but the reasons for this are more than just because you want them to click
through your website. Infact, there is a certain amount of value in simply appearing in
search result for terms directly related to your business. For instance, most searchers
don’t just simply search ones, click on some website, and be done with it. Instead, they
search, click on search website, edit there search items, search again, click on some
websites, further horn there search terms, search again and so on.
So what does this mean for your business? It means that if you are continually show in all
these search result that you are gaining more and more mindshare with each potential
customer. Chances are very good that they will eventually click through your website,
and since you continually displayed in all their search results, they will trust you that
much more. Which brings us to the next reasons why SEO is imp for your business?
 SEO provides your credibility- searchers make mental notes of the ranking for the
terms they enter into google and other search engines. They may not consciously realize
it , they do it. And in the minds of consumers, your ranking is the vote of confidence:
“Google says this business is relevant, so that must be the case”. This may sound a bit
far-fetched, but leys look at it like this: back in the golden age of the yellow pages, if you
were looking for a plumber, did you feel more confident in calling the guy on the 7th page
of the listings, or did you, like most people, start from the 1st page and work your way
through? You customers may not realize it but high search ranking make you more
credible in their eyes.
 SEO brings your business traffic- sure, by itself, traffic is not going to make you any
money. But would you rather set up your storefront on the back street in Davenport, Iowa
or right in the middle of Time Square? All those people walking around in Time Square
day and night by themselves aren’t going to make you any money, but chances are that
quite a few of them will eventually become your customers. Just like Time Square, you
still have to make your best effort to sell to your customers once they are on your
website, but it’s better to do business on a crowded street corner than it is to setup to shop
on a deserted island. What’s better is that SEO is usually a good deal more affordable
than store leases in Time Square. More importantly, the people coming to you site are
almost all qualified leads- they were searching for your businesses like yours when they
found you, so they already have a need or interest in your product or services. Which
bring me to the next point.
 SEO has one of the best ROI’s in advertising- SEO rewards your business for its effort
at a higher rate than pretty much all traditional forms of offline advertising- the same can
said for almost all type of internet marketing. The reason for this is because SEO is an
inbound marketing strategy; i.e., it allows you to market to people when they are looking
for the products and services your business provide. You don’t have to interrupt their
favorite TV show, you don’t have to take up space on a page where they are reading a
new article. You just show up when they are looking for businesses like yours. You don’t
have to convince them they need your product and service; you just have to convince
them that you are the right business to purchase from. In other words, with SEO, half the
battle is won before it even starts.
 SEO gives you unmatched insight into your customers- as I already stated, SEO
generates valuable traffic. Google analytics tracks this traffic. Google analytics is an
amazing tool. The data and metrics are valuable because they give you insight into your
customers: how they search, how they browse, the language they use, the technology they
use, the region they live in, the days they are more active, the times of day they are more
active, you name it. This is extremely valuable because it can help you make more
informed decision regarding your business and its strategies both online and offline.
LET US DISCUSS UNDERSTAND SEO WITH
HELP OF AN EXAMPLE
What is SEO, Exactly?
The goal of foundational SEO isn’t to cheat or “game” the search engines. The purpose of SEO
is to:
 Create a great, seamless user experience.
 Communicate to the search engines your intentions so they can recommend your website
for relevant searches.
1. Your Website is Like a Cake
Your links, paid search, and social media acts as the icing, but your content, information
architecture, content management system, and infrastructure act as the sugar and makes the cake.
Without it, your cake is tasteless, boring, and gets thrown in the trash.
2. What SearchEngines Are Looking For
Search engines want to do their jobs as best as possible by referring users to websites and content
that is the most relevant to what the user is looking for. So how is relevancy determined?
 Content: Is determined by the theme that is being given, the text on the page, and the
titles and descriptions that are given.
 Performance: How fast is your site and does it works properly?
 Authority: Does your site have good enough content to link to or do other authoritative
sites use your website as a reference or cite the information that’s available?
 User Experience: How does the site look? Is it easy to navigate around? Does it look
safe? Does it have a high bounce rate?
3. What SearchEngines Are NOT Looking For
Search engine spiders only have a certain amount of data storage, so if you’re performing shady
tactics or trying to trick them, chances are you’re going to hurt yourself in the long run. Items the
search engines don’t want are:
 Keyword Stuffing: Overuse of keywords on your pages.
 Purchased Links: Buying links will get you nowhere when it comes to SEO, so be
warned.
 Poor User Experience: Make it easy for the user to get around. Too many ads and
making it too difficult for people to find content they’re looking for will only increase
your bounce rate. If you know your bounce rate it will help determine other information
about your site. For example, if it’s 80 percent or higher and you have content on your
website, chances are something is wrong.
4. Know Your Business Model
While this is pretty obvious, so many people tend to not sit down and just focus on what their
main goals are. Some questions you need to ask yourself are:
 What defines a conversion for you?
 Are you selling eyeballs (impressions) or what people click on?
 What are your goals?
 Do you know your assets and liabilities?

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Assignment on marketing

  • 1. ASSIGNMENT ON DIGITAL MARKETING TOPIC: How is SEO important for any organization? Explain with the help of suitable example Submitted To: Submitted By: Mr. Abhinav Nigam Aparna Agrawal Asst. Professor MBA Ist year FMS Wisdom
  • 2. INTRODUCTION Search engine optimization is nowadays more important than ever and it is necessary for every web master to understand the true meaning of SEO as well as the potential it creates for every business. What is SEO? Search engine optimization or SEO in short, is a set of rules that can be followed by web site (or blog) owners to optimize their web sites for search engines and thus improve their search engine rankings. In addition it is also a great way to increase the quality of their web sites by making them user- friendly, faster and easier to navigate. SEO can also be considered as a framework since the whole process has a number of rules (or guidelines), a number of stages and a set of controls. Why is SEO important? In today’s competitive market SEO is more important than ever. Search engines serve millions of users per day looking for answers to their questions or for solutions to their problems. If you have a web site, blog or online store, SEO can help your business grow and meet the business objectives. Search engine optimization is essential because:  The majority of search engines users are more likely to choose one of the top 5 suggestions in the results page so to take advantage of this and gain visitors to your web site or customers to your on-line store you need to rank as higher as possible.  SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.  User’s trust search engines and having a presence in the top positions for the keywords the user is searching increases the web site’s trust.  SEO is also good for the social promotion of your web site. People who find your web site by searching Google or Yahoo are more likely to promote it on Facebook, Twitter, Google+ or other social media channels.  SEO is also important for the smooth running of a big web site. Web sites with more than one author can benefit from SEO in a direct and indirect way. Their direct benefit is increase in search engine traffic and their indirect benefit is having a common framework (checklists) to use before publishing content on the site.  SEO can put you ahead of the competition. If two web sites are selling the same thing, the search engine optimized web site is more likely to have more customers and make more sales.
  • 3. An introduction to SEO for beginners For beginners to SEO the above definition may sound complicated so in simpler terms Search Engine Optimization is a way to improve your web site so that it will appear closer to the top positions in the search results of Google, Yahoo, Bing or other search engines. When you perform a search on Google (or any other search engine) the order by which the returning results are displayed, is based on complex algorithms. These algorithms take a number of factors into account to decide which web site (or blog) should be shown in the first place, second place etc. Optimizing your web site for search engines will give you an advantage over non-optimized sites and you increase your chances to rank higher. What are the main stagesofthe SearchEngine Optimization process? As I mentioned above, SEO is not a static process but rather a framework with rules and processes. For simplicity though SEO can be broken down into 2 main stages: On-site SEO: What rules to apply on your site to make it search engine friendly And Off-site SEO: How to promote your web site or blog so that it can rank better in search results. On-site SEO In my search engine optimization tips for beginner’s article I have explained with examples the 15 most important rules for on-site SEO. These are simple tweaks you can do to your web site and increase your search engine visibility. If followed correctly these 15 SEO tips will also increase the usability and credibility of your web site or blog. In addition to the above guidelines the structure of a web site is also very important for SEO purposes. In my article: the importance of web site structure for an SEO optimized web site you can read about the essential components of an optimized web site. Which pages should not be missing from your web site, what is a high quality site and why the navigation and URL structure is vital for good SEO? If you seriously take into account these 2 factors i.e. web site structure and the SEO tips, then that’s all you need to do to help search engines trust your web site. There is no need to spend more time than needed with on-site SEO neither you should over optimize your web site or blog because it can sometimes (under certain conditions) generate the opposite results. Off-site SEO
  • 4. Besides the changes you can do to your web site (on-site SEO) so that it ranks higher in the SERPs, the other way to improve your web site’s ranking position is by using off-site SEO techniques. Off-site SEO is generally known as link building but I prefer to use the term web site promotion since a proper way to promote a web site involves much more methods and techniques than building links. In general, search engines are trying to find the most important pages of the web and show those first when a user enters a search query. One of the factors to determine the position a web page will appear in the results is the number of incoming links. Incoming links are a signal of trust and depending from where the links are coming, they can greatly affect your ranking position (either positively if the links are coming from well-known and trusted sites or negatively if they are paid links, article directories, link farms etc.). What is the difference of SEO and Internet marketing? Some people often ask me “Is SEO the same as Internet Marketing?” The simplest answer I can give is that SEO is one of the tools available in your Internet Marketing arsenal. It is not Internet Marketing as such but it can be part of your overall Internet Marketing Campaign which normally includes other things like social media promotion, content strategy etc. Goodcontent is still the most important successfactorwith or without SEO Before closing this introduction to search engine optimization you must have very clear in your mind that SEO cannot help you if you don’t have good content. In other words if you try to SEO a web site with not very good content your chances of succeeding (in the long term) are minimum. On the other hand a web site with good content can do well with or without SEO. SEO will just give the web site an extra boost. SEO is a must for every web property To sum it up, Search engine optimization or SEO is a way to optimize your web site so that search engines will understand it better and give you higher rankings. It is important since a good SEO approach can drive more traffic to your web site, blog or on-line store and gain more customers, make sales and fulfill your business purpose.
  • 5. IMPORTANCE OF SEO IN AN ORGANISATION I find this extremely unfortunate because SEO is a very viable marketing outlet that can bring you business more qualified leads and customers. Moreover, studies have shown that SEO can have a better ROI than traditional forms of marketing like TV and print ads. Like any other marketing method, SEO isn’t magic, but it provides a business visibility, branding, web traffic, a high ROI, credibility, and insight into customer behavior. Let’s discuss each of these in turn.  SEO is good for business visibility and branding- when people search for your products and services, you obviously want to appear as high in the search engine rankings as possible, but the reasons for this are more than just because you want them to click through your website. Infact, there is a certain amount of value in simply appearing in search result for terms directly related to your business. For instance, most searchers don’t just simply search ones, click on some website, and be done with it. Instead, they search, click on search website, edit there search items, search again, click on some websites, further horn there search terms, search again and so on. So what does this mean for your business? It means that if you are continually show in all these search result that you are gaining more and more mindshare with each potential customer. Chances are very good that they will eventually click through your website, and since you continually displayed in all their search results, they will trust you that much more. Which brings us to the next reasons why SEO is imp for your business?  SEO provides your credibility- searchers make mental notes of the ranking for the terms they enter into google and other search engines. They may not consciously realize it , they do it. And in the minds of consumers, your ranking is the vote of confidence: “Google says this business is relevant, so that must be the case”. This may sound a bit far-fetched, but leys look at it like this: back in the golden age of the yellow pages, if you were looking for a plumber, did you feel more confident in calling the guy on the 7th page of the listings, or did you, like most people, start from the 1st page and work your way through? You customers may not realize it but high search ranking make you more credible in their eyes.  SEO brings your business traffic- sure, by itself, traffic is not going to make you any money. But would you rather set up your storefront on the back street in Davenport, Iowa or right in the middle of Time Square? All those people walking around in Time Square day and night by themselves aren’t going to make you any money, but chances are that quite a few of them will eventually become your customers. Just like Time Square, you still have to make your best effort to sell to your customers once they are on your website, but it’s better to do business on a crowded street corner than it is to setup to shop on a deserted island. What’s better is that SEO is usually a good deal more affordable than store leases in Time Square. More importantly, the people coming to you site are almost all qualified leads- they were searching for your businesses like yours when they found you, so they already have a need or interest in your product or services. Which bring me to the next point.
  • 6.  SEO has one of the best ROI’s in advertising- SEO rewards your business for its effort at a higher rate than pretty much all traditional forms of offline advertising- the same can said for almost all type of internet marketing. The reason for this is because SEO is an inbound marketing strategy; i.e., it allows you to market to people when they are looking for the products and services your business provide. You don’t have to interrupt their favorite TV show, you don’t have to take up space on a page where they are reading a new article. You just show up when they are looking for businesses like yours. You don’t have to convince them they need your product and service; you just have to convince them that you are the right business to purchase from. In other words, with SEO, half the battle is won before it even starts.  SEO gives you unmatched insight into your customers- as I already stated, SEO generates valuable traffic. Google analytics tracks this traffic. Google analytics is an amazing tool. The data and metrics are valuable because they give you insight into your customers: how they search, how they browse, the language they use, the technology they use, the region they live in, the days they are more active, the times of day they are more active, you name it. This is extremely valuable because it can help you make more informed decision regarding your business and its strategies both online and offline.
  • 7. LET US DISCUSS UNDERSTAND SEO WITH HELP OF AN EXAMPLE What is SEO, Exactly? The goal of foundational SEO isn’t to cheat or “game” the search engines. The purpose of SEO is to:  Create a great, seamless user experience.  Communicate to the search engines your intentions so they can recommend your website for relevant searches. 1. Your Website is Like a Cake Your links, paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets thrown in the trash.
  • 8. 2. What SearchEngines Are Looking For Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?  Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given.  Performance: How fast is your site and does it works properly?  Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?  User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate? 3. What SearchEngines Are NOT Looking For Search engine spiders only have a certain amount of data storage, so if you’re performing shady tactics or trying to trick them, chances are you’re going to hurt yourself in the long run. Items the search engines don’t want are:  Keyword Stuffing: Overuse of keywords on your pages.  Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned.  Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they’re looking for will only increase your bounce rate. If you know your bounce rate it will help determine other information about your site. For example, if it’s 80 percent or higher and you have content on your website, chances are something is wrong.
  • 9. 4. Know Your Business Model While this is pretty obvious, so many people tend to not sit down and just focus on what their main goals are. Some questions you need to ask yourself are:  What defines a conversion for you?  Are you selling eyeballs (impressions) or what people click on?  What are your goals?  Do you know your assets and liabilities?