This document provides guidance on optimizing a website for search engine optimization (SEO) during a site redesign. It recommends analyzing keyword data and site traffic to determine SEO priorities. It also suggests maintaining existing page URLs and metadata where possible, ensuring proper redirects, and focusing on site speed, usability and unique content rather than just design. Common mistakes to avoid include changing the publishing platform, URLs or protocol without proper redirects in place.

1. to grow your business with ZERO BUDGET MARKETING

2. 1. Think inbound – Push is out, pull is in!
2. Define objectives
3. Create a sharp website
4. Offer content
5. Project your personality
6. Optimize with less obvious keywords
7. Become your market’s best blogger
8. Create a content production machine
9. Connect with Social Media
10. Create compelling offers
11. Use no-frills landing pages
12. Send smart e-mail
13. Foster word of mouth – Word of
MOUSE
14. Embrace analytics – Measure everything

5. How SEO can help power
your business…

6. Let’s understand what SEO stands for…
SEO (Search Engine
Optimization) is a
combination of activities
and techniques that aims
to improve the visibility of
a website in organic
search results (a.k.a. non-
paid or natural search
results) for a particular set
of key words

7. Benefits of SEO
 Achieve long term results
 Overtake your competition
 Increase sales
 Enhance brand visibility
 Cost-effective

9. First Phase SEO
Keyword Research – Keywords are the conduit that funnels new visitors to your web site. The
search engines use them to connect potential readers. We do quite relevant keyword analysis according to
your website’s services. We find those keyword who can generate more traffic on website and able to
generate more business in short time.
Keywords Research Tool : https://adwords.google.com/KeywordPlanner
Website Technical Analysis – It is very important to make your website completely search engine
friendly and user friendly also. Before starting to further SEO work, we take a technical look over on
website and check all those points, which should be correct. This is also part of SEO work.
You can use following tools for Website analysis
- http://www.woorank.com/.
- http://www.similarweb.com/
- http://www.iwebchk.com

10. • Create unique, accurate page titles
SEO Basics
 Less than 70 characters, as this is the limit Google displays in search
results.
 Accurately describe the page's content
 Create unique title tags for each page
 Use brief, but descriptive titles

11. Indicate page titles by using title tags

12. • Make use of the "description" meta tag
 Should optimally be between 150-160 characters.
 Accurately summarize the page's content
 Use unique descriptions for each page

13. Make use of the "description" meta tag

14. Improving Site Structure
Improve the structure of your URLs
Creating descriptive categories and filenames for the documents on your website can not only help
you keep our site better organized, but it could also lead to better crawling of your documents by
search engines
 URLs are displayed in search results
The URL to a document is displayed as part of a search result in Google
 Simple-to-understand URLs will convey content information easily.

15.  Use words in URLs
 Create a simple directory structure
 Provide one version of a URL to reach a document
Setting up a 301 redirect from non-preferred URLs to the dominant URL is a
good solution for this.
• Make your site easier to navigate
 Navigation is very important for search engines
The navigation of a website is important in helping visitors quickly find
the content they want.
 Plan out your navigation based on your homepage
You should think about how visitors will go from a general page (your root
page) to a page containing more specific content.
 Ensure more convenience for users by using ‘breadcrumb”
It allows visitors to quickly navigate back to a previous section or the root page

16.  Prepare two sitemaps: one for users, one for search engines
Visitors may visit this page if they are having
problems finding pages on your site.
 Create a naturally flowing hierarchy
 Use mostly text for navigation
 Put an HTML site map page on your site, and use an XML Sitemap file
 Have a useful 404 page

17. Optimizing Content
 Interesting sites will increase their recognition on their own
 Anticipate differences in users' understanding of your topic and offer
unique, exclusive content
• Offer quality content and services
 Write easy-to-read text
 Stay organized around the topic
 Create fresh, unique content
 Create content primarily for your users, not search engines

18. Use heading tags appropriately
 Use heading tags to emphasize important text
There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>
 Imagine you're writing an outline
 Use headings sparingly across the page

19. Dealing with Crawlers
• Make effective use of robots.txt
 Restrict crawling where it's not needed with robots.txt
A "robots.txt" file tells search engines whether they can access and therefore crawl parts of your
site
 Use more secure methods for sensitive content

20. Do’s And Don’ts Of SEO For Redesign
Target keyword phrases?
If this hasn’t already been determined in the past, then use the keyword data to help you estimate if there are enough people
searching within your anticipated territory to indicate whether search marketing might become an important marketing channel for
you. This will help you decide how much effort to put into search marketing during and after a site design. Use Keyword Tool
•Make a master spreadsheet of all landing page URLs.
OLD URL NEW URL CONTENT ACTION
website.com website.com No changes
website.com/product website.com/solutions Revamped content
NO PAGE website.com/small-business New content
• Ensure Meta data transfers properly.
• Loading Speed Time
• Proper url of redirection with 404 page
• make sure popular features are still easy to find ( like search filters )
• Freshen up your keyword research. Natural keyword integration into your content is key.
• Create unique meta descriptions and page titles for every single page. Consider each page to be a new keyword opportunity and
avoid duplication.
• Order is important: Don't forget semantic structure.
• Logically create search engine friendly URLs with your keywords.
• Ensure there is a good call to action on every page if you want to convert visitors in some way.
• Place alt tags on your images.
• Create a custom 404 page.
• Plan out a logical internal linking structure. Use good anchor text to link to your other pages.
Do’s

21. Common SEO Site Redesign Mistakes
• Changing the web publishing software – for example if you are using
Blogger and you switch to WordPress. Or if you are using Joomla
and you switch to Drupal, vice versa.
• Changing the URLs of your website – if your website is using query
strings (/example.php?id=9) in the URL, you might change them to
shorter URLs with keywords in them for a more SEO friendly
approach
• Changing the entire protocol of the website from HTTP to HTTPS or vice
versa.
• Not doing a complete backup before redesign
• Not preparing an exhaustive list of old content URLs
• Redirecting entire URLs to the homepage of newly designed website
• Not checking for broken links and miss-redirection
• Putting more emphasis on site “looks” rather than loading time
• Not putting emphasis on usability and content presentation

22. Make use of free webmaster tools
 Make Googlebot crawling smoother by using Webmaster Tools
Google's Webmaster Tools help webmasters better control how Google interacts with their websites
and get useful information from Google about their site.
https://www.google.com/webmasters/tools/
Get the data, tools, and diagnostics for a healthy, Google-friendly site. Here are some of
the things you can do:
• Check your site's health for potential issues that Google has detected.
• Understand your search traffic and learn how users are finding your site.
• Make optimizations to help Google better understand and represent your site.

23. Google Analytics
What is Google Analytics?

Google Analytics is a service offered by Google that generates detailed statistics
about a website's traffic and traffic sources and measures conversions and sales
 Google Analytics can track visitors from all referrers, including search engines and
social networks, direct visits and referring sites. It also displays advertising, pay-
per-click networks, email marketing and digital collateral such as links within PDF
documents.
23
http://www.google.com/analytics/

24. 24
Website Traffic:
- Where visitors came from
- How they are navigating through your site
How they are navigated from page to page
Which page they stayed longest or left from the most (bounce rate)
Conversions
- Downloads
- Page Views
- Registrations
E-commerce
- Volume of transactions
- Dollar value of transactions
- Success of transactions % complete and % dropped out of sales funnel
Adwords Performance
Google analytic is a powerful tool that analyzes:

25. Sign up for Google Analytics
https://www.google.com/analytics/
They return code to you
You paste the code just below the </body> tag
Put it on EVERY page
Go to the Analytics dashboard page to see daily metrics
How Google Analytics Works…

26. Setting up Google Analytics
Step 1: Look below ;)
Simplest of the steps here is to sign up! Head over to
www.google.com/analytics

27. At this point either sign in with your existing Google account (Have you
signed up for Google Apps for Business, perhaps? or do you currently
use Google Adwords?) or click ‘Create an Account’ in the upper right.
Step 2: Sign in!

28. Step3: Add your website
 Click on admin and browse “create new account” in
Account section (left)

29. Step4: Fill up all the information in the form
 For free GA – Select universal Analytics and fille all required information
and click on “get tracking code”

30. Step5: Implement code on website

31. ‘Analytics’ Glossary for your ease…

32. Overview
Of
DashBoard and Interface

33. What all dashboard offers
 You can analyze your statistics over many months (duration you can select
through date range calendar)
 It gives you
-New Visit data
-Unique visit data
-visit by browse
-visit duration /page/visit
-bounce rate
-Goal
-Revenue
You can also customize your dashboard as per your requirement.

34. Traffic Sources
Traffic Sources show you how people are finding your site. To view traffic
sources, click on Acquisition – All Traffic in the left navigation.
There are four traffic sources:

35. Keywords
 You can see search keywords by going to Acquisition – Keywords (paid,
organic)
 Keywords are individual words or phrases that you type into a search
engine to find the sites you want to visit. In Google Analytics, the
Keywords page shows you which words or phrases brought people to
your site.

36. Content
Click on Acquisition – Content – All pages to see the most viewed content
on your site within the last 30 days, or whichever time period you
choose.
Try sorting the table by Bounce Rate (click on the column header). You can now choose the
“Weighted” option under Sort Type for a more useful result set. So instead of the 100%
bounce rates with only 1 entrance at the top of the list, you should now see the pages with
the biggest overall number of people bouncing away

37. Learn About Your Audience
 In the navigation menu on the left, you’ll find several links that will help
you find about more about
 the people visiting your site. To get started, click on Audience –
Technology – Browser and OS.

38. SEO Success Story

39. This Presentation includes
 Traffic Analysis
 SE Positioning
 Organic Traffic Report
 Strategy to Increase Traffic
 On Page and Off Page Strategies
 Keyword Ranking

40. Performance Analysis
Period 12-Jul 12-Aug 12-Sep 13-Jul 13-Aug 13-Sep
Organic Search Engine Visits 3,419 3,347 4,369 6132 7513 9158
Paid Search Engine Visits 187 250 298 27485 27841 18736
Direct Visits 4,643 3,363 4,133 5876 7917 10973
Organic traffic 3 months Total 11,135 22,803
Paid traffic 3 months Total 735 74,062
Direct traffic 3 months Total 12,139 24,766

41. Organic Search Performance
Search Engine Jul-12 Aug-12 Sep-12 Jul-13 Aug-13 Sep-13
Google 3342 3233 4,267 5997 7400 10300
Bing 22 28 10 91 62 106
Yahoo 12 21 15 21 21 41
babylon 14 22 27 6 13 30

42. Organic Search Performance
Non Branded Jul-12 Aug-12 Sep-12 Jul-13 Aug-13 Sep-13
Google 1531 1472 1872 3198 4734 8212
Daily Average 49 47 62 103 152 273
Branded Jul-12 Aug-12 Sep-12 Jul-13 Jul-13 Sep-13
Google 1888 1875 2497 2934 2779 1805
Daily Average 60 60 83 94 89 60
Overall 3419 3347 4369 6132 7513 10026
Daily Average 110 107 145 197 242 334
Not Provided Jul-12 Aug-12 Sep-12 Jul-13 Aug-13 Sep-13
Google 909 902 1231 2366 3981 7723
Daily Average 29 29 41 76 128 257

43. Strategy To Increase Traffic
 Add Brand Related Pages like Dell, Lenovo, HP, Samsung etc. to
target brand related query like dell laptop repair, HP laptop repair
etc.
 Add Issues related pages like laptop and computer issues to target
issues related query like laptop hard disk failure, blue screen error
etc.
 Add Location based pages for each category like repair, support, amc
etc. to target search query like laptop repair in delhi, printer repair in
Mumbai and motherboard repair in pune etc.
 Target google places and increase local citation to via targeting
classified campaign and yellow page submission websites.
 Optimize google places pages to get them included in search results.

44. On Page Activities

45. On Page Activities

46. Other On Page Activities

47. Off Page Activities

48. Keyword Ranking

49. Location Based Keywords RankingBangalore Ranking
pc repairs in bangalore 1
pc repair in bangalore 1
pc repairs bangalore 1
pc repair center in banglore 1
bengaluru pc repair 1
pc repairs bengaluru 1
pc repair in bengaluru 1
pc repair center in bengaluru 1
bangalore pc repair 2
laptop repairs in bengaluru 3
laptop repairs bengaluru 3
laptop repair center in bengaluru 3
computer repair bangalore 3
laptop repairs in bangalore 3
laptop repairs bangalore 3
Chennai Ranking
computer amc chennai 4
pc repairs in chennai 4
pc repair center in chennai 4
pc repair chennai 4
pc repairs chennai 4
laptop repairs chennai 6
computer repair chennai 6
laptop repair chennai 6
computer repairs chennai 6
chennai computer repair 6
laptop repairs in chennai 7
chennai pc repair 7
chennai laptop repair 8
pc repair in chennai 8
computer repair in chennai 8
Hyderabad Ranking
pc repair hyderabad 5
pc repairs hyderabad 5
hyderabad pc repair 5
pc repairs in hyderabad 5
laptop repair in hyderabad 7
laptop repairs hyderabad 7
laptop repair hyderabad 8
pc repair in hyderabad 8
computer repairs hyderabad 8
laptop repair in hyderabad 8
hyderabad computer repair 8
laptop repairs in hyderabad 8
hyderabad laptop repair 9
computer repair hyderabad 10
computer repairs in hyderabad 10
Delhi Ranking
Virus removal Service Delhi ncr 1
Laptop repair shop delhi ncr 1
PC Repair services Delhi ncr 2
pc repair in delhi ncr 2
pc repairs in delhi 2
pc repair in delhi 2
laptop repair in delhi ncr 3
pc repair center in delhi 3
computer services in delhi 4
amc in delhi 4
Computer AMC Service delhi 4
Computer repair service delhi ncr 4
pc repairs delhi 4
computer repair services in delhi 5
pc repair services in delhi 6
Mumbai Ranking
mac repairs in mumbai 3
pc repairs in mumbai 3
pc repairs mumbai 3
pc repair mumbai 5
pc repair mumbai 5
computer repairs mumbai 5
computer repair in mumbai 6
mumbai pc repair 6
pc repair in mumbai 6
computer amc mumbai 7
mumbai computer repair 7
computer repairs in mumbai 7
computer repair center in mumbai 7
computer repair mumbai 8
computer repair services mumbai 8
Gurgaon Ranking
Computer annual maintenance service Gurgaon1
Affordable pc repair service Gurgaon 4
computer repairs gurgaon 4
laptop repair in gurgaon 5
gurgaon pc repair 5
pc repairs gurgaon 5
computer repair in gurgaon 6
pc repair Services Gurgaon 7
computer repair Services Gurgaon 7
laptop repairs in gurgaon 8
gurgaon laptop repair 8
computer repairs in gurgaon 8
pc repairs in gurgaon 8
gurgaon computer repair 8
laptop repairs gurgaon 9
Sample Keyword Ranking

50. Let’s Deep Dive into this thing
everyone’s raving about. We are
talking about
social media…
and it’s going to be a flashy journey
henceforth.
Are you ready?

51. Organic Social Media

52. What is Organic Social
Media ??

53. What is it NOT !!!
Before we can understand what organic
social media is, first we need to understand
..

54. What is it NOT !!!
• Buying Likes
• Generating False Client Testimonials
• Cheating Google Ranking

55. Organic Social Media Marketing
It is about leveraging the free nature of social content to sell services
and products through the mantra of “engage first and sell second”.
This organic approach takes time as creating content and growing
tribes on social media is a journey rather than a quick fix.

56. Core Components of OSM
Marketing Strategy:
• Sit down with your team to discuss and discover overall
requirements from this activity and objectives.
• Research about your Target Market, Competitors, Industry
and create a written plan.
• Work on estimated ROI that you can derive from this activity
and how will this activity increase your Brand Awareness.
#1

57. Core Components of OSM
Content Marketing Strategy:
• Content marketing has emerged as a powerful tool since
Google and other search engines have started giving priority
to quality content in their search results.
• Two main aspects of Content Marketing are : Content
Creation & Content Amplification
• Always think and act as a Publisher when sharing content
and not as an Advertiser.
• Entertain and Educate first. Sell second.
#2

58. Core Components of OSM
Blogging Strategy:
• A planned blogging strategy can be the cornerstone and
foundation of a simple content marketing strategy.
• Unchanging static pages is not going to customers back to
your website so often as new and interesting content.
• Build a community of loyal builders and they become your
fanatical customers and advocacy begins.
#3

59. Core Components of OSM
Blogging Strategy:
• A planned blogging strategy can be the cornerstone and
foundation of a simple content marketing strategy.
• Unchanging static pages is not going to customers back to
your website so often as new and interesting content.
• Build a community of loyal builders and they become your
fanatical customers and advocacy begins.

60. How Dodge Drives Organic
Social Media Marketing Success

61. SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. Connect with niche
customer base
3. Activate fans to
complete social
actions
Primary Objectives:

62. SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. Connect with niche
customer base
3. Activate fans to
complete social
actions
Primary Objectives:

63. SUPPORT
LOYALTY
ADVOCACY
AWARENESS
CONSIDERATION
INTENT
PURCHASE
1. Achieve high brand
impression rates
2. Connect with niche
customer base
3. Activate fans as
advocates
Primary Objectives:

64. Minimal Social
Advertising Budget

65. Most brands over-allocate their social media
marketing budget to social ads.
Paid
Earned
Owned

66. Dodge operates with an at-need paid media
budget, primarily focuses on earned and owned
media.
Paid
Earned
Owned

67. Dodge owns a vast
social presence.

68. Facebook

69. Twitter

70. REDLINE Dodge Blog

71. YouTube

72. Google+ & Instagram

73. Dodge drives organic
engagement with
creative, brand lifestyle
content.

74. Brand Content

75. Content Series

76. User-Generated Content

77. Trending Hashtags

78. Promotions grow and
activate Fans by
incentivizing interaction
and sharing with a brand
program.

79. Drive the REDLINE Dodge
Objective:
Support the Dodge brand by
giving a brand advocate the
chance to share their love of
Dodge vehicles by
becoming a voice on the
REDLINE blog.

80. Drive the REDLINE Dodge
Strategy: Focus on awareness and advocacy by promoting sharing by the
influencer and their community, while highlighting the influencer’s affinity
for Dodge and the Dodge brand.

81. Drive the REDLINE Dodge

82. Drive the REDLINE Dodge
Drive the REDLINE Dodge:
720K brand impressions
54K engagements
18,350 contest pageviews
2,300 social shares

83. In Summary
- Forego large, unfocused paid media budgets for
smaller, concentrated budgets.
- Drive Fan engagement by focusing on quality content.
- Supplement day-to-day content with an on-brand
promotion.

84. doesn’t exist in online marketing. Stay on it. Keep at it.

85. Let’s discuss!