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Page 1
Learn SEO Techniques
Apixy infotech http://www.Apixyinfotech.com
Learn SEO Techniques
SEO
Digital Marketing
Page 2
SEO Tips for Small Business
Apixy infotech http://www.Apixyinfotech.com
Page 3
B2B Digital Marketing
Newsletters
PPC
Email
Social Media
White Papers
SEO
Webinars
Sponsorships
Video
Website
Apixy...
Page 4
Forrester Research:
60% of marketers plan to take money away from traditional marketing
and spend it on interactive...
Page 5
SEO = Increased Conversions
Source: Forbes Ad Effectiveness Survey June 2009
SEO is the most
effective Online
Marke...
Page 6
Search marketing is an important step to create
awareness, nurture and convert leads
Search marketing is an ongoing...
Page 7
What Happens With Poor SEO?
What we see
Apixy infotech http://www.Apixyinfotech.com
Page 8
What Happens With Poor SEO?
Page Title: Stratford Hall | StratfordHall
Meta Description: No meta description!
Meta ...
Page 9
What we see
What Happens With Good SEO?
Apixy infotech http://www.Apixyinfotech.com
Page 10
What we see
What Happens With Good SEO?
Apixy infotech http://www.Apixyinfotech.com
Page 11
What Happens With Good SEO?
What search engines see:
Page Title: Business Greeting Cards - Corporate Holiday Chris...
Page 12
Search Engine Optimization
Definition of SEO:
A set of methodologies that make it
easier for search engines to fin...
Page 13
 Using keywords important to you, not customers
 Content is not reachable by search bots
 New content is not ad...
Page 14
If it can be searched on
it can be optimized
Apixy infotech http://www.Apixyinfotech.com
Page 15
SEO Fundamentals
Keywords
Search
Friendly
Site
Link
Building
Apixy infotech http://www.Apixyinfotech.com
Page 16
Keywords show intent:
Broad
Brands
Specifics
Keywords
Research
Consider
Buy
Search Sales Funnel
Apixy infotech htt...
Page 17
Find the keywords your customers use to find your
products/services:
Brainstorm based on solutions & customer need...
Page 18
• Category
• Popularity
• Competition
• Relevance
Keyword Glossary
Apixy infotech http://www.Apixyinfotech.com
Page 19
Keyword Optimization
Optimize for 1-2 phrases
per page
• Title tags
• Headings
• Paragraph titles
• Keywords in bo...
Page 20
Make it easy for search engines
Search Friendly Website
Easy to
find
& revisit
site
Easy to
crawl links
Site
Archi...
Page 21
Search Friendly Website
Apixy infotech http://www.Apixyinfotech.com
Page 22
Avoid Crawling Issues
Unnecessarily complex URLs & session ids
Multiple URLs to duplicate content
Temporary redire...
Page 23
Make URLs search & user friendly
Search Friendly Website
Apixy infotech http://www.Apixyinfotech.com
Page 24
Avoid site navigation with Flash, Ajax or JavaScript
Search Friendly Website
Apixy infotech http://www.Apixyinfote...
Page 25
Search Friendly Website
Fresh, themed content
Logical site structure: categories, sub-categories
Add new content r...
Page 26
Digital Asset Optimization
Including Social Media
• Text
• MS Office Docs
• Images
• Video
• Blog/RSS
• Media Cove...
Page 27
Link Building Tips
 Use keywords in link text
 Yes: red widget No: click here
 Earn links with great content
 ...
Page 28
Link Building Tactics
Apixy infotech http://www.Apixyinfotech.com
Page 29
Social Media Link Building
Blog
Apixy infotech http://www.Apixyinfotech.com
Page 30
KPIs to pay attention to:
Pages indexed
Crawling errors & Webmaster Tools Reports
Rankings relative to your own si...
Page 31
POST CONVERSION
OPTIMIZATION
Apixy infotech http://www.Apixyinfotech.com
Page 32
…and ignite explosive revenue growth.
“In our second year of using Marketo, we now drive significantly more sales
...
Page 33
Email Marketing
Relevant
Branded
Permission
Test First!
 Subject Lines
 Images
 Content
 Rendering
Call-to-Act...
Page 34
Establish Permission
Apixy infotech http://www.Apixyinfotech.com
Pros Cons
CAN-SPAM
Only
• Minimal effort
• “Legal...
Page 35
Content Mapping
Apixy infotech http://www.Apixyinfotech.com
Profiles
Buying Stages
Content
1.Map your existing con...
Page 36
Call-to-Action
Lead Scoring on Click-throughs, not Opens
No Form or Pre-populated Form
Progressive Profiling
Apixy...
Page 37
What is Lead Nurturing?
“The process of building
relationships with qualified
prospects regardless of their
timing...
Page 38
What Lead Nurturing is Not
Sending out an e-newsletter on a
semi-regular basis
Randomly calling leads every six
we...
Page 39
The ROI of Lead Nurturing
Passed to
Sales (<1 mo)
Passed to
Sales (>1 mo)
Total Passed
to Sales
Cost per
Sales Lea...
Page 40
Four Kinds of Lead Nurturing
Apixy infotech http://www.Apixyinfotech.com
Page 41
Lead Nurturing & Social Media
Apixy infotech http://www.Apixyinfotech.com
Listen Segment & Target
Notify & Score I...
Page 42
Lead Scoring
Lead scoring is the process of
ranking a lead’s level of interest
and sales readiness according to
a ...
Page 43
Lead Scoring
Demographic Scoring
Activity Scoring
 Email Click-throughs
 Webinar views
 Website visits
 Social...
Page 44
Lead Scoring Optimization
Review scores of won
and lost opportunities
Look at leads that had
high scores but did n...
Page 45Apixy infotech http://www.Apixyinfotech.com
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Top 10 Tps to leaarn SEO

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This document helps the User to learn about the basics of the seo for begineer

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Top 10 Tps to leaarn SEO

  1. 1. Page 1 Learn SEO Techniques Apixy infotech http://www.Apixyinfotech.com Learn SEO Techniques SEO Digital Marketing
  2. 2. Page 2 SEO Tips for Small Business Apixy infotech http://www.Apixyinfotech.com
  3. 3. Page 3 B2B Digital Marketing Newsletters PPC Email Social Media White Papers SEO Webinars Sponsorships Video Website Apixy infotech http://www.Apixyinfotech.com
  4. 4. Page 4 Forrester Research: 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead 59% of that interactive spend will go towards SEO and PPC Digital Marketing Trends Apixy infotech http://www.Apixyinfotech.com
  5. 5. Page 5 SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer Apixy infotech http://www.Apixyinfotech.com
  6. 6. Page 6 Search marketing is an important step to create awareness, nurture and convert leads Search marketing is an ongoing strategy that must be refined over time Pre-Click SEO Apixy infotech http://www.Apixyinfotech.com
  7. 7. Page 7 What Happens With Poor SEO? What we see Apixy infotech http://www.Apixyinfotech.com
  8. 8. Page 8 What Happens With Poor SEO? Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status * Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars What search engines see: Stratford Hall has no ranking for “business holiday cards” first 5 pages on Google Account * Cart * My Account * My Saved Items * Order Status Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved. Apixy infotech http://www.Apixyinfotech.com
  9. 9. Page 9 What we see What Happens With Good SEO? Apixy infotech http://www.Apixyinfotech.com
  10. 10. Page 10 What we see What Happens With Good SEO? Apixy infotech http://www.Apixyinfotech.com
  11. 11. Page 11 What Happens With Good SEO? What search engines see: Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices. Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central ) * Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards * Get Well Cards * Spanish Cards * See All Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. © 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations #1 on Google “holiday business cards” #1 on Google “holiday business cards” Apixy infotech http://www.Apixyinfotech.com
  12. 12. Page 12 Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find, index, categorize and rank web content. Apixy infotech http://www.Apixyinfotech.com
  13. 13. Page 13  Using keywords important to you, not customers  Content is not reachable by search bots  New content is not added periodically  Content is not organized logically – according to themes/categories  Keywords missing in content and text links  Low quantity of relevant sites linking in  Not monitoring KPIs and ongoing refinement Most Common SEO Mistakes Apixy infotech http://www.Apixyinfotech.com
  14. 14. Page 14 If it can be searched on it can be optimized Apixy infotech http://www.Apixyinfotech.com
  15. 15. Page 15 SEO Fundamentals Keywords Search Friendly Site Link Building Apixy infotech http://www.Apixyinfotech.com
  16. 16. Page 16 Keywords show intent: Broad Brands Specifics Keywords Research Consider Buy Search Sales Funnel Apixy infotech http://www.Apixyinfotech.com
  17. 17. Page 17 Find the keywords your customers use to find your products/services: Brainstorm based on solutions & customer needs Interview or survey customers Review current web analytics Poll sales & customer service staff Review competitor content Keywords Apixy infotech http://www.Apixyinfotech.com
  18. 18. Page 18 • Category • Popularity • Competition • Relevance Keyword Glossary Apixy infotech http://www.Apixyinfotech.com
  19. 19. Page 19 Keyword Optimization Optimize for 1-2 phrases per page • Title tags • Headings • Paragraph titles • Keywords in body copy • Anchor text in links • Image alt text Apixy infotech http://www.Apixyinfotech.com
  20. 20. Page 20 Make it easy for search engines Search Friendly Website Easy to find & revisit site Easy to crawl links Site Architectur e Apixy infotech http://www.Apixyinfotech.com
  21. 21. Page 21 Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
  22. 22. Page 22 Avoid Crawling Issues Unnecessarily complex URLs & session ids Multiple URLs to duplicate content Temporary redirects Site navigation with Ajax, Flash, JavaScript Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
  23. 23. Page 23 Make URLs search & user friendly Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
  24. 24. Page 24 Avoid site navigation with Flash, Ajax or JavaScript Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
  25. 25. Page 25 Search Friendly Website Fresh, themed content Logical site structure: categories, sub-categories Add new content regularly Source: webmasterworld.com Apixy infotech http://www.Apixyinfotech.com
  26. 26. Page 26 Digital Asset Optimization Including Social Media • Text • MS Office Docs • Images • Video • Blog/RSS • Media Coverage • Social News/Bookmark Optimize & Promote Apixy infotech http://www.Apixyinfotech.com
  27. 27. Page 27 Link Building Tips  Use keywords in link text  Yes: red widget No: click here  Earn links with great content  Promote on social networks  Link up with marketing partners  Cross link internally  Embed links in news releases  Social bookmark pickups  Syndicate content via RSS Apixy infotech http://www.Apixyinfotech.com
  28. 28. Page 28 Link Building Tactics Apixy infotech http://www.Apixyinfotech.com
  29. 29. Page 29 Social Media Link Building Blog Apixy infotech http://www.Apixyinfotech.com
  30. 30. Page 30 KPIs to pay attention to: Pages indexed Crawling errors & Webmaster Tools Reports Rankings relative to your own site over time Inbound links: quantity, quality, longevity Keyword referrals from search Link traffic Social media citations & traffic Goal pages & conversions Search Analytics Apixy infotech http://www.Apixyinfotech.com
  31. 31. Page 31 POST CONVERSION OPTIMIZATION Apixy infotech http://www.Apixyinfotech.com
  32. 32. Page 32 …and ignite explosive revenue growth. “In our second year of using Marketo, we now drive significantly more sales opportunities with the same budget and have increased sales-ready leads by 400%.“ - John Watton, ShipServ VP Marketing and B2B Magazine 2009 Marketer of the Year ...to change the way marketing and sales work together…  Prioritize and deliver high quality leads with less effort  Understand and interact with the hottest leads  Close more business faster  Achieve smarter selling and higher win rates • Lowers risk and total cost of ownership More than 400 mid-market and enterprise companies use… • ‘Best Marketing Automation’ app by Salesforce customers, ‘08 … Marketo Lead Management and Marketo Sales Insight… • Uncompromising solutions for marketing and sales effectiveness Introduction to Marketo Apixy infotech http://www.Apixyinfotech.com
  33. 33. Page 33 Email Marketing Relevant Branded Permission Test First!  Subject Lines  Images  Content  Rendering Call-to-Action Apixy infotech http://www.Apixyinfotech.com
  34. 34. Page 34 Establish Permission Apixy infotech http://www.Apixyinfotech.com Pros Cons CAN-SPAM Only • Minimal effort • “Legal” in the eyes of government regulations • Grows your database quickly • Risks poor deliverability score and bad reputation • Despite database growth, relationship quality will not improve Single Opt-in Approach • Demonstrates a proactive concern for permission • Prospects might remember that they opted in • Increases deliverability and sender reputation scores • Still assumes that just because prospects requested information one time, they want to hear from you again Double Opt-in Approach • Demonstrates the most concern for privacy and relevancy • Subscribers truly want to hear from you • Increases deliverability rates and send reputation scores • Adds another layer of complexity and communication with potential subscribers • Risks losing subscribers in the confirmation process
  35. 35. Page 35 Content Mapping Apixy infotech http://www.Apixyinfotech.com Profiles Buying Stages Content 1.Map your existing content 2.Blank cells determine your content roadmap 3.Short content is good! (YouTube approach) 4.Test and optimize 5.Start small, think big and adapt quickly
  36. 36. Page 36 Call-to-Action Lead Scoring on Click-throughs, not Opens No Form or Pre-populated Form Progressive Profiling Apixy infotech http://www.Apixyinfotech.com
  37. 37. Page 37 What is Lead Nurturing? “The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.” “The art of maintaining permission to stay in front of your buyers as they educate themselves.” Apixy infotech http://www.Apixyinfotech.com http://www.marketo.com/resources
  38. 38. Page 38 What Lead Nurturing is Not Sending out an e-newsletter on a semi-regular basis Randomly calling leads every six weeks to see if they are ready to buy Blasting your entire database with a new case study Offering content that promotes your company’s products and services Apixy infotech http://www.Apixyinfotech.com
  39. 39. Page 39 The ROI of Lead Nurturing Passed to Sales (<1 mo) Passed to Sales (>1 mo) Total Passed to Sales Cost per Sales Lead Without Nurturing 25% 8% 33% $195 With Nurturing 25% 25% 50% $130 Apixy infotech http://www.Apixyinfotech.com Source: Actual Marketo data; assumes $65 per prospect Marketo Results Prospect to Sales-Ready Lead Conversion Results: 50% more sales-ready leads from lead nurturing
  40. 40. Page 40 Four Kinds of Lead Nurturing Apixy infotech http://www.Apixyinfotech.com
  41. 41. Page 41 Lead Nurturing & Social Media Apixy infotech http://www.Apixyinfotech.com Listen Segment & Target Notify & Score Interact
  42. 42. Page 42 Lead Scoring Lead scoring is the process of ranking a lead’s level of interest and sales readiness according to a methodology agreed upon by both marketing and sales. “A 10% improvement in lead quality can result in a 40% improvement in sales productivity.” – Stu Schmidt, VP of Solution Sales at Cisco WebEx Apixy infotech http://www.Apixyinfotech.com
  43. 43. Page 43 Lead Scoring Demographic Scoring Activity Scoring  Email Click-throughs  Webinar views  Website visits  Social Media mentions  + More Apixy infotech http://www.Apixyinfotech.com
  44. 44. Page 44 Lead Scoring Optimization Review scores of won and lost opportunities Look at leads that had high scores but did not turn into opportunities Look at scores by demographic segments Review online behaviors Apixy infotech http://www.Apixyinfotech.com
  45. 45. Page 45Apixy infotech http://www.Apixyinfotech.com Thank you

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