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  1. 1. This referred to as the marketing (generally promotion) of products or services over the Internet
  2. 2.  Display advertising Search engine marketing (SEM) Search engine optimization (SEO) Social media marketing Email marketing Referral marketing Video marketing
  3. 3. It gives companies the ability to: Drive high quality customers to their website Increase sales leads from customers looking for their products and services Build their brand online by communicating marketing messages to their target audience Increase their profile against their competitors Target a global and local audience via search engines Be accountable with ROI tracking (SEM)
  4. 4. :SEO::SEM:
  5. 5.  Search engine optimization (SEO) - no cost per clickIf budget is lower go for SEO Search engine marketing (SEM) - cost per click
  6. 6.  Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural“ search results.
  7. 7. Keyword research and communicating that research to all team members. Meaningful, keyword focused page titles. Intelligent keyword-focused meta description tags. Correct spelling. Easy to use, keyword focused global navigation template. Social media inclusion of important web pages.Elimination of technical errors.Elimination of broken internal links.
  8. 8.  Acquiring links from relevant sites that provide value tothe end user. Ensuring that content links internally to relevant pageswhen it makes sense to do so for users. Click path testing to improve user experience anddecrease bounce rate. Eliminating 404 pages that shouldnt exist. Eliminating duplicate content. Eliminating hurdles for search technology to index content (Flash,JavaScript, AJAX). Using web analytics to improve site performance. Ensuring that old pages properly redirect to newpages. Ensuring that press releases use appropriate keywords. Reducing page load speed as much as possible.Ensuring that sites adhere to proper accessibilitystandards.
  9. 9. Google 66.03%Bing 10.43%Yahoo 9.79%Ask 3.30%Aol 1.83%Others 8.62%
  10. 10. Keyword Research On Page Factors Link Building Improved RankingsHow do people search? Page Title Internal Better VisibilityCompetition level Keywords in Content External Increased Traffic2-4 word phrases Heading Tags Anchor Text More Leads/Sales
  11. 11. Organic Vs. Paid
  12. 12. Pay Per Click (PPC)
  13. 13. Local Results (Maps)
  14. 14. Organic Results (SEO)
  15. 15. 1) Domain name strategies - domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quarter 2004 - choose a domain name that will increase your search engine ranking. How? - use keywords, location, advertising terms, product names - choose a keyword that is important for your business
  16. 16. 2) Linking strategies - the text in the links should include keywords - the more inbound links the higher the SE ranking - if the site linking to you is already indexed, spiders will also receive your site - quality of inbound links is critical - how to increase links: a) creative content / copywriting b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings “Link relevancy is critical in getting your site indexed by search engines” “A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites.”
  17. 17. 3) Keywords - the most important in optimizing rankings - research what keywords are people searching for using tools e.g. Wordtracker ( - keywords are words that appear the most in a page - the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword - do not use common words eg „the‟ „and‟ „of‟: spiders ignore them - write keyword-rich text - balance keyword-rich and readability - always have text in your page: at least 100 words
  18. 18. Choose your Keywords:- Theme Related- Popular- Low Competition / FindYour Niche Market
  19. 19. 4) Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - must keywords in title to be ranked no. 1 - should have the exact keyword you use for the page - every single web page must have its own title tag - you can use up to 65 characters - example (title is littered with keywords)
  20. 20. 5) Meta description tags - displayed below the title in search results - use dynamic, promotional language - use keywords=>Meta keywords tags - no longer carry weight with major SEs - a myth that meta keywords alone affect rankings
  21. 21. 6) Alt tags - include keywords in your alt tags7) Submit your website to SEs for indexing - submit your site to search engine directories, directory sites and portal sites - indexing takes time (~ 3 months)
  22. 22. Search Engine Ranking Factors 1. Keyword Use in Title Tag 2. Overall Popularity of Site – “Trust” & “Authority” 3. Anchor Text of Inbound Link 4. Age of Site 5. Internal Link Structure 6. Keyword Use in Page Content 7. Outbound Links to Quality/Relevant Sites 8. Age of Page 9. Keyword Use in Heading Tags (H1, H2, H3) 10. Age of Link Source:
  23. 23. 1. SearchEngineLand.com2. SEOmoz.org3. SEObook.com4. BruceClay.com5. Sphinn.com6. SearchEngineWatch.com7. HighRankings.com8. SEMPO.org9. (podcasts)
  24. 24. In summary… Make Search Engines work for you!!!Critical elements - domain name, links, keywords, title, meta description, alt tags, submitting your website to SEs - keywords galore: include in page copy, title, description, domain name, ALT tagsNo-nos - flash, image-only sites, image maps, frames, password protected pages, code errors
  25. 25. Jay PatelDhruv Patel