Search Engine Optimization


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Search Engine Optimization

  1. 1. Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via quot;organicquot; or quot;algorithmicquot; search results for targeted keywords. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines. As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Another class of techniques, known as Black Hat SEO or spam indexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their index. Why is SEO important? Although search engines are extremely competitive (in terms of placement), the major search engines account for over 90% of all traffic. With that though in mind, companies that are serious about earning a share of the internet market should be committed to securing top 10 rankings for the keywords or phrases that relate to the products and services that they offer. The best way to ensure a solid return on your website investment is to employ the services of a search engine optimization firm with a proven track record of success, knowledge of current and cutting edge techniques, and experience working with the business community.
  2. 2. Google Sites Ranks as Top Indian Search Property Google Sites ranked as the top search property in India with more than 1 billion searches conducted in June, representing 81 percent of the market. Yahoo! Sites ranked second with 9.4 percent, followed by Ask Network (1.9 percent) and Microsoft Sites (1.7 percent). Indian Internet portal ranked fifth with 1.5 percent. Top Search Properties in India, June 2008 Total India – Age 15+, Home/Work Locations Searches Share of (MM) Searches Total Internet 1,242 100.0 Google Sites 1,011 81.4 Yahoo! Sites 117 9.4 Ask Network 24 1.9 Microsoft Sites 22 1.7 India Ltd 18 1.5 FACEBOOK.COM 10 0.8 People Group 9 0.8 CNET Networks 5 0.4 Wikipedia Sites 5 0.4 AOL LLC 3 0.2 “The Indian search market is dominated by global Internet brands, with Google attracting the wide majority of searches”. India Search Market Overview, June 2008 Total India – Age 15+, Home/Work Locations Unique Searches Search Searches Searches Searchers Per Visits Per Per Search (MM) (000) Searcher Searcher Visit Worldwide 74,217 802,267 92.5 23.6 3.9 India 1,242 23,416 53.1 14.7 3.6 “Though India represents more than 15 percent of the world’s population, it accounts for less than 2 percent of global Internet searches”. “It will be interesting to see if this gap narrows as more people in India gain Internet access and ramp up their use of search over time.”
  3. 3. Eye Movement on study Google Organic and PPC search results 1. Listings on the top of a search results page is viewed more than listings on the bottom of the Web page and 2. Being on the top of the editorial results or having a top AdWord placement is better than having a side AdWord placement. This graphic shows the eye movement of a participant in the study. The Key Findings: Organic (not Google AdWords) Ranking Visibility - shown in a percentage of participants looking at a listing in this location. These are NOT click through rates. Rank 1, Rank 2, Rank 3 – 100%, Rank 4 – 85% (above the fold), Rank 5 – 60% (below the fold) Rank 6 – 50%, Rank 7 – 50%, Rank 8 – 30%, Rank 9 – 30%, Rank 10 – 20% Top Sponsored Ad (Google AdWords) Visibility were seen by 80 to 100% of participants (which indicates that some top ads were not seen, and thus are not as valuable as a top placement from an organic result listing). Side Sponsored Ad (Google AdWords) Visibility - shown in percentage of participants looking at an ad in this location Again, these are NOT click through rates. Rank 1 – 50%, Rank 2 – 40%, Rank 3 – 30%, Rank 4 – 20%, Rank 5 – 10%, Rank 6 – 10% Rank 7 – 10%, Rank 8 – 10% Okay maybe this is obvious for eye movement on Google search results... but think about how this might apply to your own Web site.
  4. 4. Start of Analyzing Entire Website Find Marketing Objectives of customer’s Business Through Website Analysis for Preparing Fruitful SEO Strategy Preparing Pre-Optimization Report Research of Keyword and Keyword Phrases Differentiating Primary and Secondary keywords Discuss with customer for Targeted Keywords Start Optimization for Entire Website Preparing Meta Tags, Keywords, Description, Head Tags for each page in the website using targeted keywords Image Optimization Updating page content using SEO Copy Writing wherever require Sitemap Preparation Broken Link Testing Validate pages using W3C Validator Preparing Robots.txt Manual Website Submission in Major Search Engines Manual Website Submission in Online Business Directories / Portals – Region Wise / Country Wise / Industry Wise Preparing Post-Optimization Report on basis of Monthly web Analysis SEO Implementation using Web Statistic
  5. 5. SEO Tools SEO tools created for webmasters to simplify some of the work needed to optimize a website/URL with the search engines. One of the most spread SEO tool on the internet is the backlink checker which checks how many backlinks point to one specifical link. Another popular tool is the Pagerank checker which checks the Google Pagerank of a webpage. List of SEO Tools Websites Google Webmaster Tools Google webmaster tools provides you with a free and easy way to make your site more Google-friendly. They can show you Google’s view of your site, help you diagnose problems, and let you share info with us to help improve your site’s visibility. Sharing info with Google about your site Since no one knows more about your site than you do, you can also share this info with Google and improve your crawlability. So tell us all about your pages by submitting a Sitemap file; help us learn which pages are most important to you and how often those pages change.
  6. 6. When your site is ready:  Have other relevant sites link to yours.  Submit it to Google at  Submit a Sitemap as part of our Google Webmaster Tools. Google uses your Sitemap to learn about the structure of your site and to increase our coverage of your webpages.  Make sure all the sites that should know about your pages are aware your site is online.  Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites. When will I see results? You will see some tangible results within days, but typically it takes between 1 to 3 months to see a positive return on investment. For example, your homepage might be indexed by Google and/or Yahoo within days. However, it typically takes 4 to 8 weeks to have your interior pages indexed. Achieving a favorable ranking in the major search engines is a gradual process. We must consider several factors when determining the timetable for achieving a favorable rank. What keywords or key phrases will be targeted? How competitive are those keywords and key phrases? These factors, along with others, determine the size and scope of a search engine optimization campaign. Where will my site rank? Our targets on Google and Yahoo. These two search portals account for over 90% of all web searches! Your site will achieve desirable rankings for specific quot;Keywordsquot; that are relevant to your company’s products and/or services. Google and Yahoo use different methods for deriving the ranking in their search engine results, so it is important to utilize the services of an SEO that is aware of the delicate particulars that differentiates these two unique portals. SEO is dedicated to providing ongoing optimization for these two ever changing and highly influential search engines.
  7. 7. Google Analytics Google Analytics to learn which online marketing initiatives are cost effective and see how visitors actually interact with your site. Make informed site design improvements, drive targeted traffic, and increase your conversions and profits. Find out where your visitors come from and identify your most lucrative geographic markets. If you want to happen on your site then you need to paste the Google Analytics tracking code into each of your website pages and tracking begins immediately. Thank You Senthil Murugappan