Search engine optimization rankings, tactics & trends

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Search engine optimization rankings, tactics & trends

  1. 1. SEARCH ENGINE MARKETING PAST CURRENT FUTURE & TACTICS
  2. 2. .com.com
  3. 3. .com .com
  4. 4. Multi-Media Their Blogs
  5. 5. Search Engine Marketing isall about Visibility. The goal isto be visible in search resultswhen someone is looking foryour products and services.
  6. 6. • Highest ROI• Entry Point to all things• Measurable• Optimizable• Deal Closer
  7. 7. High Rankings in Organic Search EngineResults, for all media elements, thatIncrease Quality Traffic to Website.
  8. 8. An Eye tracking study byEnquiro showed that over75% of all clicks on asearch engine resultspage were on naturalsearch listings.
  9. 9. There are two components to SEO:  (1) Indexing  (2) RankingSEO is the process of optimizing a web site so all pages within the site (1) are accessible and friendly to spiders for indexing and (2) rank highly in the natural search results for the keywords targeted.
  10. 10. Ranking Indexing • On-Site Optimization• Source-Code  Architecture Optimization  Link Structure  Domain Usage  Content  File Naming  Tags  23 elements in Audit• Connection • Off/On-site Optimization  Blogs Optimization  Directories  Link Popularity  Videos • Internal  Images  News • External
  11. 11. Getting all pages/Media elements into the SE Index
  12. 12. Remember that they WANT your Content• All pages accessible through the navigation structure of the site• Java required• Images• Cookies required• Redirects to main pages
  13. 13. 1) Can/will this page be found by the engines?  Search engines need a “crawl able path” to find your page2) Can this page’s content be read?  Search engines cannot read some types of content
  14. 14.  Keyword research – verify which terms searchers are using to find your products and services Map the Keywords to Pages that you have chosen as the ones you WANT to have show up Flag content that is not represented
  15. 15. • Ideally BEFORE you write content  That way copywriters can integrate keywords into copy from the start  You can also optimize existing content Keyword: “camera accessories”
  16. 16.  TITLE Tag Meta Tags Image Tags Headings (part of content but critical) Link Title tags Hyperlink text
  17. 17.  Source code recommendations pertain to individual web pages Title tag <title>SSL Certificates - 128-bit SSL Encryption from VeriSign, Inc.</title> <meta name="description" content="SSL Certificates secure Web sites, intranets, and extranets for e-commerce and confidential communications with the strongest possible SSL encryption."> <meta name="keywords" content="ssl, ssl certificate, ssl certficates, ssl encryption, 128-bit, encryption, openssl, secure servers, internet security, 128-bit, encryption, openssl, secure servers, internet security, verisign, verisign.com, verisign inc"> Keywords &09 April 2013 SIIA 21Description tags June 2008
  18. 18. Relevant content is one of the most important factors in search engine rankings and directory listings.• Search engines generally consider pages without keyword-rich content as less useful to searchers than pages that have good content, and will rank them accordingly. Guideline: Try to include at least 250 characters of HTML content per page (not including links!). Most pages that rank well have 100+ words of content.
  19. 19. Build pages with your user in mindDo not sacrifice usability/readability for SEO tacticsIncorporate SEO tactics where it makes sense and adds value to the page/site without taking away from usabilityMost SEO tactics complement usability; if not, it could be considered spam
  20. 20. If it makes sense to a person, it makes sense to the search engines.If you think it is important, search engines will think it is important.Rankings don’t matter if the page doesn’t convert.Be creative!
  21. 21. THANK UJoin usAdd: WZ-30-a,Bhagwan Das NagarEast Punjabi Bagh, Delhi-110026Tel.: 011 28316148, 3203571, 30538061Mobile; +91-8010 298 388, 8010 198 388E-mail: info@seocertification.org.in

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