The document outlines the essentials of search engine optimization (SEO) within the digital advertising landscape, explaining the importance of organic search results versus paid ads. It describes how search engines function, including crawling, indexing, and ranking sites while emphasizing the need for effective keyword use and site optimization strategies. Additionally, the document details a comprehensive SEO process involving site evaluation, keyword research, optimization recommendations, and ongoing maintenance to enhance a website's visibility and traffic.

1. Introduction to Search Engine
Optimization Program

2. Digital Advertising Landscape
On search ads
On search results
On related sites
On un-related sites
On a community
On a phone
On an existing list
…and more
SEM
SEO
Contextual
Banners
Communities
Mobile
Email / SMS
ORM…
On a desktop Widgets

3. Organic Vs. Paid

4. Pay Per Click (PPC)

5. Organic Results (SEO)

6. Search Engine Optimization

7. Not a week goes by without some
new developments in search
Some good sources

8. This could be new API’s being
opened to search engines
Case : That of Twitter to Google and
Facebook to Bing

9. Or the new look of search
engines

11. Or how Google, Bing, Miva, Wolfram Alpha
are competing with each other

12. Or how results are getting social
media heavy

14. Or how algorithms are (said to)
be changing regularly

16. A good sense of what’s happening in
digital marketing can be found at
http://www.google.com/intl/en/cor
porate/history.html

17. Making Words Pay: The ABC’s of Search
Engine Optimization.

18. What Google has become today

19. A Search Engine Result Page : One of the primary ways
users find websites

20. Whether it is for news sites…

21. Or for ecommerce sites.

22. What does this mean to a website owner?
If you're on the red zone, you've hit Internet gold

23. SEO is the art and science of getting as close to that pot
of gold as possible

24. What 'pot of gold'?
OR
Why should you bother to do
SEO?

25. 1) Trust
Users tend to trust 'organic' results more than
'paid' results

26. Paid versus Organic tussle (Traffic)

27. 2) Durability
A well built site will rank well for a long time. Payoff will be
long-term.

28. 3) Traffic
And 'free' traffic at that!

29. Paid versus organic tussle (Spend)

30. 4) A good, user-friendly, useful site
Unexpected side-effect of good SEO practices

31. Take Learning Catalyst’s own site

32. Its not just about Google
Yahoo, Bing, Ask are all major players too.

33. Its not just web pages :
Its about news results, Blogs, Images, Videos, Tweets

34. News results, images, tweets

35. 2) Video, PPT, Image Searches are also increasing
YouTube is India's second largest search engine. If you have
videos wouldn't you want to be found there?

36. Easy access to a global audience ?

37. 3) Local Search
India has players ranging from Guruji.com to JustDial.
Google Local is a big presence. Also local listers like Burrp and AskLaila.

38. Let’s open some code 
Click to add subtitle

39. How Search Engines Work

40. How does the search engine do it?
Find the best sites for anything from 'florist vile parle' to
‘hotels new york’

41. Is Google clairvoyant? Or all-knowing?
Or simply magic?

42. Magic? Not quite.

43. 1) Crawler/ Spider

44. Instead of building webs, these kind navigate them
Visiting every webpage on the way, Gather the contents of
each web page it visits

46. 2) Indexing
•‘Reading’ each webpage received
• Determine what the page is speaking about
• Organize the contents of the pages in a way that allows efficient retrieval

47. 3) Ranking
Read the user’s query, apply formulas that decide which Web pages best
answer that query.

48. Formula? What formula?
What would you do? – Consolidate the next slides

49. There are many leverage points
which can be tapped by SEO
professionals

50. Text occurrence

51. Text placement
Location within the page, within tags.

52. Text proximity

53. Link text

54. Page freshness

55. Page Rank

56. 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: SeoMoz.org
Search Engine Ranking Factors

57. 57
SEO Recipe
On Page Factors
Page Title
Keywords in Content
Heading Tags
Technical Structure & Code
Keyword Research
How do people search?
Competition level
2-4 word phrases
Link Building
Internal
External
Anchor Text
Improved Rankings
Better Visibility
Increased Traffic
More Leads/Sales

58. - Directory submission : A few important paid and free directories
Yellow Pages Submission
Local Directory submission
Off page Optimization

59. 1) SEO Web Site Evaluation And Analysis Report
Non-search engine friendly issues on the web site will be researched. An extensive web site evaluation report
to find all the non search engine friendly issues present on your website which stops the search engine spiders to
index your web site pages on top will be provided to you.
2) Keywords Research
Most popular relevant keywords will be researched and the next step is to optimize the site for these
keywords. The keywords should be popular and relevant to the site as well as being unique from the keywords of
your competitors. Max. 6 per URL
3) Site Optimization Recommendations
The site will be optimized by keywords* present in the HTML tags & body elements to make the site keyword
rich without spamming which is again a very important part of Search Engine Optimization (SEO). With semantic
analysis to make sure that the optimization recommendation document is best for the latest search engine
algorithms of major search engines like Google, Yahoo, MSN, etc.
4) Maintenance:
SEO consultancy, analysis reports** and maintenance of the search engine optimization services according
to the sudden change of search engines algorithms for a period of Six months from the date of order confirmation
*Keywords will be decided through the keyword research report and mutual agreement via discussions.
**Bi-monthly SEO Analysis Report which contains site traffic details and keyword performance.
***(SEO results typically show in 50 to 60 days of upload of the site with SEO recommendations)
SEO Process

60. • All non-search-engine-friendly issues on the web site will be researched. An extensive web
site evaluation report will then be provided to you, listing all of the non-search-engine-
friendly aspects of your website
• Activity: Site study, study of competitors, definition of final SEO strategy, setting up
Google tools (Webmaster and Analytics)
• Deliverables by Us: site verification codes, SEO strategy & scope
• Your activity: Giving me site & services details, insertion of verification codes on the site
provided by me for the setting of Google Tools
SEO Process - SEO Web Site Evaluation and Analysis Report

61. • Research of most popular, relevant keywords which are also both similar to but unique compared
to your competitors’ keywords
• Keywords will be based on your suggestions and results of the keyword research report
• An extensively researched keyword report will be sent to you
• Activity: keyword research, mapping of keywords to pages in the site, review and finalization of
keywords. Max 6 per URL
• Deliverables by us: keyword research report
• Your activity: review and finalize keywords
SEO Process - Keyword Research

62. • Website optimization for agreed keywords to make the site keyword rich without spamming .
• Delivery of recommendations to improve on SEO unfriendly tech aspects, including a semantic
analysis, taking into consideration the latest algorithms of major search engines (Google, Yahoo,
MSN, etc.)
• Activity: content & head & body section SEO recommendations (addition of content on home
page and inside pages, meta tag optimization, image alt tags, H1 tags, anchor text, suggestions
on bold, italics, underlining content text style, footer or header crawler lines to be included), report
on how to fix structural and technical errors (recommendation to rectify duplicate content issue,
URL recommendation, Javascript code modification, identification of site usability issues &
recommend modifications, interlinking of pages, managing re-directs, reducing site loading time,
spam database checking, creating Robots.txt), XML sitemap (as soon as all the URL related tech
recommendations are implemented)
• Deliverables by us: SEO recommendations, XML sitemap
• Your activity: approve & finalize SEO recommendations, SEO implementations on website or
provide FTP details to me for doing the changes.
SEO Process - Site Optimization Recommendations (Tech & Content)

63. • A bi-monthly SEO Analysis Report will be submitted to the client containing site traffic details
and keyword performance.
• Continuous maintenance of the search engine optimization services for a period of Six
Months.
• Activity: directory submission, blogs/ articles submission, link building, content & head &
body section SEO recommendations continued for rest of the pages, ranking & traffic report,
QC of SEO implementation done by client
• Deliverables by us: SEO recommendations, QC report, ranking & traffic report, submissions
(directory, articles, link building)
• Your activity: Approve & finalise SEO recommendations, SEO implementations on the
website, providing content for submissions
SEO Process - Reporting and Maintenance