The document provides an overview of search engine optimization (SEO). It defines SEO as improving the volume and quality of traffic from organic search results. It discusses the current state of search and market share of different search engines. It also outlines the differences between organic and paid search results. The document then discusses how search engines work, why SEO is important, factors that influence search engine rankings, and provides tips for basic on-site and off-site SEO optimization techniques.

1. SEARCH ENGINE
OPTIMIZATION
(SEO)

2. SEARCH ENGINE OPTIMIZATION (SEO)

3. It will get you to the Top Search

4. Topic Outline
• Definition of SEO
• Current State of Search
• Organic VS Paid
• How Search works
• Why It Matters
• SEO Recipe
• Benefits of Internet Marketing
• SE Ranking Factors

5. Definition of SEO
Search Engine Optimization (SEO) is the
process of improving the volume and quality
of traffic to a web site from search engines via
“natural” (organic or algorithmic) search
results.

6. State of Search
• Next to email, Search is the most popular online activity
• Search engine results continue to get better every year
• Today, Google knows about more than 1 trillion web pages, and they find 2
billion new ones every day
•Just as we rely on search engines, they need our help to improve their relevance.

7. Share of Search Market

8. Organic VS Paid

9. Pay Per Click (PPC)

10. Local Results (Maps)

11. Organic Results (SEO)

12. Difference Between Organic & In-Organic
methods
Organic SEO
• Results take 2 weeks to 5 months
• It requires ongoing learning & experience to achieve
results
• It is very difficult to control flow of traffic
• It generally more cost-effective, does not penalize for
more traffic
• SERPs are more popular than sponsored ads
• It is very difficult to complete in highly competitive
market space
• Ability to generate exposure on related websites and
directories
• It is more difficult to target local markets
• It is better for long term & lower margin campaigns
Pay-Per-Click
• Results in 1-3 days
• It is easier for a novice or one little knowledge of SEO
• It is ability to turn on & off at any moment
• It generally more costly per visitor and per conversion
• Fewer impressions & exposure
• It is easier to compete in highly competitive market
space (but it will cost you)
• Ability to generate exposure on related websites
(AdWords)
• Ability to target “Local: Markets
• Better for short-term & high –margin Campaigns

13. How Search Engines Work?
• Search engine bots / spiders are continuously crawling the web, making note of
new pages & content. They are not overly sophisticated, which is why html sites
with properly built links/navigation often outrank more dynamic sites that use
Flash & JavaScript links
• Specialized search spiders later return to web pages to gather this new
information and it is eventually added to the search engine’s index. Again, these
bots are basic and they can read text & links, but not much else
• When you conduct a search, the results are displayed almost magically, but a lot
is happening behind the scenes. Results are pulled from the current Index,
based on a complex algorithm.

14. How Google Will Cache?
 Google gives the first importance to the content after
that it will goes to the other factors
 Google has algorithm called robots it will check the
website daily or weekly as per the trust and frequency of
updating the website.

15. How Google Will Cache the Page?

16. Eye Tracking Study - Enquiro
Example:
(http://www.enquiro.com/research/eyetrackingr
eport.asp) that produced fascinating results
related to what users see and focus on when
engaged in search activity. Over 50% of all clicks
were on the first 3 Organic Results
• Location
• Relevance
- Page Title
- Description
- URL

17. Why It Matters?
 SEO is important it improves the odds for someone finding your company online
 Online visibility can help your credibility and brand awareness
 Improved rankings don’t always translate to more traffic & sales
 Think like your customers, then verify how people search. SEO can put you in front of the
people looking for your products & services
 Your online marketing efforts should be focused on an end result
 Make sure your website/landing page makes it easy for visitors to sign up, join, request
information buy, or whatever else you seek.
 85% of all traffic on the internet is referred to by search engines
 90% of all users don’t look past the first 30 results (most only view top 10)

18. SEO Recipe

19. Benefits of Internet Marketing
 Interactive Advertising
 Supports current marketing efforts
 Improve your Competitive Edge
 Expand Customer Base & Target Audience
 Increase Referrals & word of mouth
 Boost Sales, repeat business & customer loyalty
 Save time & money by reducing marketing costs
 Build customer trust / Protect your customers privacy

20. Search Engine Ranking Factors

21. Basic Tips & Optimization Techniques
 Research Keywords related to your business
 Identify competitors, utilize benchmarking techniques and identify level of competition
 Utilize descriptive title tags for each page
 Ensure that your text is HTML – text and not image text
 Use text links when ever possible
 Use appropriate keywords in your content and internal hyperlinks
 Obtain inbound links from related websites
 Monitor your search engine rankings & more importantly your website traffic statistics
and sales / leads produced.
 Educate yourself about search engine marketing

22. How To Improve the Traffic of a Website By
Using Off Page Optimization
Link Building
Directories & Search Engine Submissions
Social Bookmarking & Networking
Promotion
Classified Posting
Forum Posting
Press release promotion
Article Submission
Blogs writing & Promotion
Email Campaigning
Video Submissions
Banner Promotions

23. Agenda
 SEO Process
 Technical aspects of SEO
 Social Media – LinkedIn Optimization
 Measuring SEO success
 Examples of SEO Tools

24. SEO Process
Step 1: Discuss Business objectives.
Step 2: Conduct initial keyword analysis.
Step 3: Identify the keyword/landing page combinations.
Step 4: Interim Client Approval for Keyword/Landing Pages.
Step 5: Baseline Ranking & Traffic reports.
Step 6: On-site & Off-site optimization.
Step 7: Detailed Recommendation documents.
Step 8: Implementation.
Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization
recommendations. The reporting is compared to the baseline (or previous
month’s results) to identify trends and help guide additional adjustments.

25. Technical SEO
1. Comprehensive Website Analysis
2. Keyword Research and Analysis.
3. Baseline Ranking report.
4. Competitive analysis in Search Engines.
5. Content Analysis
6. Quality of the Content
7. Analysis of URL structure & information architecture.
8. Analysis of internal linking.
9. Analysis of source code and page layout.
10. Code validation.
11. Link Popularity Analysis.

26. Technical SEO - Example of Page Elements

27. Technical SEO - Source Code

28. Social Media - LinkedIn Optimization

29. LinkedIn Marketing and Optimization Optimize your profile for connecting
Step 1: Your name and picture
Step 2 : Your title
 Create your own group – there’s a huge reason why…
Examples:
 Marketing Leaders of America
 Southeast Manufacturing Leaders
 Texas Financial Marketing Elites
 Create your hit list of potential customers
Step 1: Advanced People
Step 2: Title
Step 3: Location
Step 4: Industry
 Make initial contact with each member
 Continue to engage with each member over the next several weeks
 Conclusion

30. Measuring SEO success
 Keyword Ranking.
 Website Traffic.
 Increase in "Share of Traffic" per keyword.
 Increased Revenue/keyword.
 Increase in Impressions ( good for Publishers to show advertisers).
 Lower dependence on Paid Search.
 Lowering the cost per acquisition.

31. Examples of SEO Tools

32. Thank You