Seo Pow Point


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  • Seo Pow Point

    1. 1. Search Engines & Search Engine Optimization <ul><li>Presentation By </li></ul><ul><li>R.VENKAT </li></ul><ul><li>CGS INFOTECH LTD </li></ul><ul><li>[email_address] </li></ul><ul><li>Cell No:+91- 9969442624 </li></ul>
    2. 2. Topics <ul><li>What is Search Engine Optimization ? </li></ul><ul><li>Examples of popular Search Engines </li></ul><ul><li>Why is Search Engine marketing </li></ul><ul><li>important? </li></ul><ul><li>What is a SEO Algorithm? </li></ul><ul><li>Steps to developing a good SEO strategy </li></ul><ul><li>Ranking factors </li></ul><ul><li>Basic tips for optimization </li></ul>
    3. 3. What is a Search Engine? <ul><li>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. </li></ul><ul><li>Different than a Directory </li></ul><ul><li>Common Characteristics: </li></ul><ul><ul><ul><li>Find matching documents and display them according Spider, Indexer, Database, Algorithm </li></ul></ul></ul><ul><ul><ul><li>to relevance </li></ul></ul></ul><ul><ul><ul><li>Frequent updates to documents searched and ranking algorithm </li></ul></ul></ul><ul><ul><ul><li>Strive to produce “better”, more relevant results than competitors </li></ul></ul></ul>
    4. 4. Examples popular Search Engines
    5. 5. How Do Search Engines Work? <ul><li>Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database. </li></ul><ul><li>Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content. </li></ul><ul><li>Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) </li></ul><ul><li>Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors </li></ul>
    6. 6. Search Engines statistics <ul><li>Google – 41.6% </li></ul><ul><li>Yahoo – 31.5% </li></ul><ul><li>MSN – 27.4% </li></ul><ul><li>AOL – 13.6% </li></ul><ul><li>Ask Jeeves – 7.0% </li></ul>% bases on usage
    7. 7. Why is Search Engine Marketing important? <ul><li>85% of all traffic on the internet is referred to by search engines </li></ul><ul><li>90% of all users don’t look past the first 30 results (most only view top 10) </li></ul><ul><li>Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized </li></ul><ul><li>Cost-effective advertising </li></ul><ul><li>Clear and measurable ROI </li></ul><ul><li>Operates under this assumption: </li></ul><ul><ul><li>More (relevant) traffic + Good Conversions Rate = More Sales/Leads </li></ul></ul>
    8. 8. What is Search Engine Optimization? <ul><li>SEO = Search Engine Optimization </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website </li></ul></ul>
    9. 9. What is a SEO Algorithm? <ul><li>Top Secret! Only select employees of a search engines company know for certain </li></ul><ul><li>Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments </li></ul><ul><li>The SEO algorithm is constantly changed, tweaked & updated </li></ul><ul><li>Websites and documents being searched are also constantly changing </li></ul><ul><li>Varies by Search Engine – some give more weight to on-page factors, some to link popularity </li></ul>
    10. 10. Steps to developing a good SEO strategy: <ul><li>Research desirable keywords and search phrases </li></ul><ul><li>Identify search phrases to target (should be relevant to business/market, obtainable and profitable) </li></ul><ul><li>“ Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc. </li></ul><ul><li>Help in writing copy to appeal to both search engines and actual website visitors </li></ul><ul><li>Study competitors (competing websites) and search engines </li></ul><ul><li>Implement a quality link building campaign </li></ul><ul><li>Add Quality content </li></ul><ul><li>Constant monitoring of rankings for targeted search terms </li></ul>
    11. 11. What a Search Engine Sees <ul><li>View > Source (HTML code) </li></ul>
    12. 12. Pay Per Click <ul><li>PPC ads appear as “sponsored listings” </li></ul><ul><li>Companies bid on price they are willing to pay “per click” </li></ul><ul><li>Typically have very good tracking tools and statistics </li></ul><ul><li>Ability to control ad text </li></ul><ul><li>Can set budgets and spending limits </li></ul><ul><li>Google AdWords and Overture are the two leaders </li></ul>
    13. 13. PPC vs. “Organic” SEO <ul><li>results take 2 weeks to 4 months </li></ul><ul><li>requires ongoing learning and experience to achieve results </li></ul><ul><li>very difficult to control flow of traffic </li></ul><ul><li>generally more cost-effective, does not penalize for more traffic </li></ul><ul><li>SERPs are more popular than sponsored ads </li></ul><ul><li>very difficult to compete in highly competitive market space </li></ul><ul><li>ability to generate exposure on related websites and directories </li></ul><ul><li>more difficult to target local markets </li></ul><ul><li>better for long-term and lower margin campaigns </li></ul><ul><li>results in 1-2 days </li></ul><ul><li>easier for a novice or one little </li></ul><ul><li>knowledge of SEO </li></ul><ul><li>ability to turn on and off at any moment </li></ul><ul><li>generally more costly per visitor and per conversion </li></ul><ul><li>fewer impressions and exposure </li></ul><ul><li>easier to compete in highly competitive market space (but it will cost you) </li></ul><ul><li>Ability to generate exposure on related sites (AdSense) </li></ul><ul><li>ability to target “local” markets </li></ul><ul><li>better for short-term and high-margin campaigns </li></ul>“ Organic” SEO Pay-Per-Click
    14. 14. Basic Tips & Optimization Techniques <ul><li>Research keywords related to your business </li></ul><ul><li>Identify competitors, utilize benchmarking techniques and identify level of competition </li></ul><ul><li>Utilize descriptive title tags for each page </li></ul><ul><li>Ensure that your text is HTML-text and not image text </li></ul><ul><li>Use text links when ever possible </li></ul><ul><li>Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) </li></ul><ul><li>Obtain inbound links from related websites </li></ul><ul><li>Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced </li></ul><ul><li>Educate yourself about search engine marketing </li></ul>
    15. 15. Basic Tips & Optimization Techniques <ul><li>Research keywords related to your business </li></ul><ul><li>Identify competitors, utilize benchmarking techniques and identify level of competition </li></ul><ul><li>Utilize descriptive title tags for each page </li></ul><ul><li>Ensure that your text is HTML-text and not image text </li></ul><ul><li>Use text links when ever possible </li></ul><ul><li>Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) </li></ul><ul><li>Obtain inbound links from related websites </li></ul><ul><li>Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced </li></ul><ul><li>Educate yourself about search engine marketing </li></ul>
    16. 16. Agenda <ul><li>Industry Research </li></ul><ul><li>What is SEO </li></ul><ul><li>SEO Process </li></ul><ul><li>Technical aspects of SEO </li></ul><ul><li>Social Media - MySpace Optimization </li></ul><ul><li>Measuring SEO success </li></ul><ul><li>SEO Tools </li></ul>
    17. 17. What is SEO ( Search Engine Optimization )? <ul><li>The process of improving web pages so they rank higher in search engines for your targeted keywords. </li></ul>Crawlability / Optimized Code Internal Link Structure Link Popularity / Relevance Key Factors Content Relevance
    18. 18. Where are the Organic Results? Organic Pay Per Click Pay Per Click
    19. 19. Industry Research – Who gets the clicks? The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006 Organic Clicks vs Paid Clicks
    20. 20. Industry Research: Organic SEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
    21. 21. Industry Research & The case for SEO <ul><li>The majority of clicks are going to Organic listings. </li></ul><ul><li>SEO is the most popular form of SEM. </li></ul><ul><li>SEO provides a high ROI. </li></ul><ul><li>Many people don’t go past the 1 st page in the Search results. </li></ul><ul><li>Users trust the Natural results to be more relevant to their Search query. </li></ul>Reasons to conduct SEO *Sources: Iprospect Research, eMarketer
    22. 22. SEO Process <ul><li>Step 1 : Discuss Business objectives. </li></ul><ul><li>Step 2 : Conduct initial keyword analysis. </li></ul><ul><li>Step 3 : Identify the keyword/landing page combinations. </li></ul><ul><li>Step 4 : Interim Client Approval for Keyword/Landing Pages. </li></ul><ul><li>Step 5 : Baseline Ranking & Traffic reports. </li></ul><ul><li>Step 6 : On-site & Off-site optimization. </li></ul><ul><li>Step 7 : Detailed Recommendation documents. </li></ul><ul><li>Step 8 : Implementation. </li></ul><ul><li>Step 9 : Monitoring and Optimizing: We provide monthly reporting and </li></ul><ul><li>optimization recommendations. The reporting is compared to </li></ul><ul><li>the baseline (or previous month’s results) to identify trends </li></ul><ul><li>and help guide additional adjustments. </li></ul>
    23. 23. Technical SEO <ul><li>Comprehensive Website Analysis </li></ul><ul><li>Keyword Research and Analysis. </li></ul><ul><li>Baseline Ranking report. </li></ul><ul><li>Competitive analysis in Search Engines. </li></ul><ul><li>Content Analysis & SEO Copywriting. </li></ul><ul><li>Analysis of URL structure & information architecture. </li></ul><ul><li>Analysis of internal linking. </li></ul><ul><li>Analysis of source code and page layout. </li></ul><ul><li>Code validation. </li></ul><ul><li>Search Engine Saturation. </li></ul><ul><li>Link Popularity Analysis. </li></ul><ul><li>Link Relevancy & Co-Citation Analysis (Topical Relevancy). </li></ul>
    24. 24. Page Title Alt-Tags Link Title Tags Site-Side Optimization Technical SEO - Example of Page Elements Anchor Text Navigation
    25. 25. Technical SEO - Source Code Title Tag Javascript Meta data
    26. 26. Measuring SEO success <ul><li>Keyword Ranking. </li></ul><ul><li>Website Traffic. </li></ul><ul><li>Increase in &quot;Share of Traffic&quot; per keyword. </li></ul><ul><li>Increased Revenue/keyword. </li></ul><ul><li>Increase in Impressions ( good for Publishers to show advertisers). </li></ul><ul><li>Lower dependence on Paid Search. </li></ul><ul><li>Lowering the cost per acquisition. </li></ul>
    27. 27. About CGS Infotech Ltd <ul><li>CGS Infotech Ltd. is an ISO 9001:2000 company providing range of web-services and BPO solution since 1995. </li></ul><ul><li>CGS Infotech’s mission is to create a new level of success for its clients. </li></ul><ul><li>CGS Infotech is debt-free, profit making privately held company with 3 offices in Mumbai at Kandivali,and Bhayander. </li></ul><ul><li>CGS has effectively launched Pay Per Click – Google Adwords campaign for its clients. </li></ul>
    28. 28. Infrastructure <ul><li>CGS Infotech operates out of spacious software development center with capacity of 50 people in Mumbai, India. The company has offices at 3 locations in Mumbai and a subsidiary company in Delaware, USA. CGS Infotech has multiple redundant Internet connectivity and dedicated leased line. All centers of CGS Infotech are equipped with high-speed computers, routers, switches, high-performance software and productivity tools. CGS Infotech owns and manages high-end Windows and Linux servers in most reliable data-centers in Tampa, Florida and Mumbai, India. </li></ul>
    29. 29. Services Provided <ul><li>CGS Infotech offers </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay-Per-Click services </li></ul><ul><li>Outstanding Software Development </li></ul><ul><li>Business Process Outsourcing </li></ul><ul><li>Website Design </li></ul><ul><li>The company’s vast array of services are designed the enable clients to reduce cost, increase profits, protect their business and build the brands. </li></ul>
    30. 30. Clients <ul><li>CGS Infotech serves thousands of clients in industries as diverse as healthcare, telecom, travel, industrial, manufacturing, trading, legal services and technical services. CGS InfoTech’s current customers include: </li></ul><ul><li>. Tata, </li></ul><ul><li>. Reliance, </li></ul><ul><li>VSNL, </li></ul><ul><li>Satyam (Sify) </li></ul><ul><li>Mid-day Multimedia </li></ul><ul><li>HDFC Bank </li></ul><ul><li>Hindustan Unilever </li></ul><ul><li>The Resorts Mumbai </li></ul><ul><li>Godrej Industriess </li></ul><ul><li>Sahara Group </li></ul><ul><li>The Indian Hume Pipe </li></ul><ul><li>Aplab </li></ul><ul><li>B4U TV </li></ul><ul><li>DTDC </li></ul><ul><li>ICICI Bank </li></ul><ul><li>. </li></ul>
    31. 31. Global Partnerships CGS Infotech is having partnership with Network Solutions, Inc, Google and NTT Verio. Susan Baron (Manager - VeriSign - Now Network Solutions) has expressed following sentiments:  &quot;Cyberweb Global Services (CGS) is our Premier Partner since 1996. We are certain that you will be as pleased with the performance of CGS Infotech as we are.&quot;
    32. 32. Testimonials <ul><li>We are pleased with the service and the results that we have received from the promotion of our group of websites on most search engines. </li></ul><ul><li>  - Mr. Amit Mahajan   Exchangenext </li></ul><ul><li>(Reliance Group Of Companies ) </li></ul><ul><li>We are pleased to record our appreciation of the services provided by your company over the past two years in designing, hosting, promoting and maintaining our website. </li></ul><ul><li>  - Mr. M. Balachandran Bank of Baroda, USA </li></ul>
    33. 33. Contact Us : <ul><li>INDIA </li></ul><ul><li>CGS Infotech, Inc. </li></ul><ul><li>201, Gundecha Industrial Complex, </li></ul><ul><li>Akurli Road, Kandivali (East), Mumbai - 400101. India </li></ul><ul><li>Tel No: +91-22-2885-1689 / 2885 2015/67253346 </li></ul><ul><li>Fax No: +91-22-2885-1680. </li></ul><ul><li>Mobile No: +91-92210-45058 </li></ul><ul><li>E-Mail: [email_address] </li></ul><ul><li>USA </li></ul><ul><li>CGS Infotech, Inc. </li></ul><ul><li>501 Silverside Rd, Suite 105 </li></ul><ul><li>Wilmington, DE 19809 USA </li></ul><ul><li>Toll Free Number: 1-866-249-4291 </li></ul><ul><li>Hosting Support No: +91-92210 45057 Domain Support No: +91-92210 45057 </li></ul><ul><li>E-Mail: [email_address] </li></ul>
    34. 34. THANK YOU <ul><li>CGS INFOTECH LIMITED </li></ul><ul><li>201,Gundecha Ind: Complex </li></ul><ul><li>Akurli Road,Next to Big Bazaar, </li></ul><ul><li>KANDIVALI (W),Mumbai-400101 </li></ul><ul><li>Tel No: +91-22-2885-1689 / </li></ul><ul><li>2885 2015/67253346 </li></ul><ul><li> </li></ul>