Introduces you to the world of Search Engine Optimization or SEO (as it is normally called). Get acquainted with the basic technical aspects that helps our site rank high on Search Engine. Learn about Keyword Research, URL Architecture, URL Mapping, Content Strategy, Meta Tags, On Page Optimization, Sitemap creations. Also get a quick insight on tools like Google Adwords Keyword Planner, Google Webmasters & Google Analytics.

3. What is SERP
 PPC or Sponsored Results
 Appears Immediately Basis Quality Score &
Ad Rank
 Involves Media Costs
 Receives 25-30% of clicks
 Once Campaigns are paused results cease to
appear
 SEO or Organic Results
 Takes time to appear. Domain Age is critical.
 Has no media costs
 Receives 70% of clicks
 Once results are solidified, they remain in
listings for another 2-3 months even if you
stop optimization
Keyword/ Search Query
Web Pages containing the
keyword. Competition

4. SERP’s are different for Devices
Desktop
Mobile
APP Option
Mobile friendly

5. Why SEO?
Rankings is Visibility Which leads to clicks & traffic Leads to Sales & Branding
Users Normally believe high ranking sites are a dominant player in their domain

6. Building a Customer Base
Unaided Awareness
(Users Search for a
product Eg : Shirts
Online)
Clicks on the link
appearing in
Search Results
Visits a site,
engages with the
content & buys a
product online
Moving ahead for any
related purchases a user
directly visits the site/
searches for the brand
The brand gets a loyal
customer
Unaided
Awareness
Aided
Awareness/
Brand
Reliability

7. How to Initiate SEO - For Advertisers
• Send a RFI to your client asking for details.
• See if there is a website/app in place.
• See if the website is responsive/ adaptive or a separate mobile/ tablet site is in place.
• Know more about the domain.
• Ask for indicative keywords.
• Check Competition.
• Check geography/ target market. See if it targets multiple or single geography.
• See the contribution of SEO to the overall site performance.

8. How to Initiate SEO - For Business Owners
• Book a Domain.
• Design a Company Logo.
• Ensure that all important constituents of the menu is present.
• Menu comprises of Company (Further broken to History/ Vision/ Team), Services offered, Your USP, Contact Details, Careers.
• Chalk out your Services/ Products well.
• Have a Blog. Fresh Content is preferred by Search Engines & Dedicated users.
• Have your location mentioned. Implement Google Maps. Have a write to us form
• Have current job openings mentioned.
• Connect your Social Profiles to your website.
• Have Testimonials provided from customers who have availed your services.

9. Competition Analysis
• There are 2 ways to know your competitors:
1. Offline - If you have been in any business, you would know the people you would have competed with. Say you are in the
realty sector, you will know other people within the same business targeting the same piece of Pie. They could advertise
projects done by them through Print/ TVC’s & Radio.
2. Online – If you are in a business you will know phrases that define your business. Check in Google as to how you fare in the
Search Results for those phrases. See how your offline competition is placed for the same keywords. If they are placed
above you in Search Results, then they become your competition, else the websites/ domain appearing on top of Search
Results, above you are your are your competitors.

10. Site Structure

11. Site Structure Analysis
 Structure your content under respective categories in the overlay/ primary menu.
 Always ensure that the URL begins
with “www”.
 Always ensure that the URL begins
with “www”.

12. Implement a Footer
Lead Aggregator
 Footer contains all important links, which you would want your users to navigate and view.
 Links present in footer are also indexed properly by Google & other Search Engines.
Brand Website

13. Implement a HTML Sitemap
 HTML Sitemap lists down the most important URL’s/
Links present in the site. This is meant to help a user
navigate to any primary categories.
 HTML Sitemap is placed in the footer.

14. URL Architecture/ Page Insights
• URL Architecture - A tour operator showcasing their hotel services. http://www.operator.com/hotels
• Content – All hotels you connect to across your targeted geography .
• An option to place an order online or a number to contact.

15. URL Architecture
Home Page Home Page >> Category Home Page >> Category>> Product

16. Content & Interlinking
 Ensure every page has a content title, supported by relevant content
containing the right keywords & information
 Interlink to other pages in the
website

17. Usability Factors
• Messaging must be clear.
• Proper primary menu & footer.
• Proper contact us details.
• Download time of the site should be minimum.
• Goals well defined.
• Actionables highlighted.
• No application errors.

18. Submit Site to Google
 Once your website is ready, submit to Google using the ADD
URL feature for indexing

19. Build a Google Analytics Profile
 GA helps you understand the
performance of your property online

20. Understand Channel Performance
 Understand the performance of
your Digital Marketing channels.
Set your Media Plan correct

21. Keyword Research & URL Mapping

22. Keyword Research - Google AdWords Keyword Tool
 Insert Phrases
 Insert Landing
Pages
 Targeting Options

23. Keyword Research Result
Keyword researched through Landing Page
Keyword researched through Phrases

24. Device/ Date/ Location Analysis
Device Analysis
Location Analysis
Check by Device

25. URL Mapping
• If you are unsure about which keyword should be targeted through which URL, go to Google, type in the
keyword with the command site:xyz.com
• The first Organic/ SEO page coming in the Search results is the page for that URL

26. URL Mapping with Comp Analysis
Sr No Keyword Volume Current Rank URL in Result URL Targeted Compn 1 Compn 2 Compn 3
1 Book Flights 22,200 5 http://www.xyz.com http://www.xyz1.com Clear Trip Yatra Ibibo
2 Holiday Packages 9,900 5 http://www.xyz.com http://www.xyz1.com Ibibo Yatra Clear Trip
3 Train Tickets 14,800 5 http://www.xyz.com http://www.xyz1.com Ibibo Yatra Clear Trip
4 Hotels Online 3,600 5 http://www.xyz.com http://www.xyz1.com Clear Trip Ibibo Clear Trip
5 Bus Tickets 170 5 http://www.xyz.com http://www.xyz1.com Yatra Clear Trip Ibibo
 See where you currently rank for relevant keywords
 Check out the URL that is appearing on SERP’s
 Check out if the targeted URL is appearing, if not evaluate what needs to be implemented
 Evaluate Competition, do a check of their landing page with yours.

27. On Page

28. Meta Tags
Title Tag
Description Tag
 Meta Tags help define the content present in the
web pages & reflects on the SERP.
 Meta Tags consists of Title, Description & Keyword
Tags.
 Important keywords in the content must be
present in the meta tag.
 Title tags shouldn’t consists of more than 60-65
characters
 Description Tags shouldn’t exceed 155-160
characters.

29. Image Alt Tags/ Video Optimization
 Images/ Video & News appear on Google’s Search
Result Pages due to it’s universal Search Policy.
 Images present in the website needs to have an image
alt tag & a title tag implemented. These Tags will
consist of the most relevant keywords that can
describe the image.
 For videos, upload them on Youtube, using your
company’s legitimate Google Account. Optimize them
with the help of a title & description tag, have them
embedded to your website.

30. Header Tags
 Every Page has content either in HTML or Infographics. This content is defined by a
title that describes what the page intends to communicate.
 Header Tags are implemented to the title of these pages for Google to understand
what the page is all about.
 Header Tags ranges from H1 – H4, with H1 assuming highest importance.
 Main title of the page needs to have a H1 tag implemented.

31. Link Title Tags
 Moussing over a link the title tag must appear & give the user some information on the page that the link
would direct too.

32. Rich Snippets
 Snippets—the few lines of text
that appear under every search
result—are designed to give users
a sense for what’s on the page and
why it’s relevant to their query.
 Rich Snippets are implemented
on Organization Logos, Products
(Pricing, review, rating),
Breadcrumbs, Social Profiles,
Contact Addresses, events, movie
tickets & more.
 Search Engines prefer rich
snippets since they provide an
idea on the product, along with
customer feedback.

33. How Rich Snippets Help
 2 out of top 3 results have rich snippets
implemented through Reviews &
Ratings

34. Sitemaps & Robots
 XML sitemap contains every other URL that the website has and
is submitted to Google for indexing.
 Robots.txt tells google which pages to index and which not to.

35. Thank You