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Search Engine Optimization & Pay Per Click Advertising

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1 Search Engine Optimization & Pay Per Click Advertising
Most of the techniques I will be sharing with you today will be all common sense … but the secret for a good search engine marketing strategy is the integration of all the common sense techniques to result in the most fruitful results possible, Today I will speak about some of those techniques on a high level…. To warn you further…. I will only be scratching the surface about search engines and search engine optimization but this will allow anyone in the audience to understand the basic elements of this exciting techniques to increase sales, traffic, and conversions by 100,200 and even 500% based on the industry they are in. This will be relevant to anyone and everyone that currently hosts a website, from universities, non-profit, government etc. Sushil Kumar Kushwaha (SEO & PPC Analyst)

2 Agenda What is Web Crawler ? What is a Search Engine?
Examples of Popular Search Engines Search Engines Statistics Why Search Engine Marketing Important? Introduction to SEO My agenda for today will encompass the following high level topics and I have allocated 4-8 minutes for Q&A session. I will also list of resources if you are interested in exploring SEO and other internet marketing techniques such as marketing, PPC ads, in-line text, etc.

3 Agenda SEO Techniques What is a SEO Algorithm?
Steps to Developing a Good SEO Strategy Ranking Factors Basic Tips for Optimization Benefits & Conclusion References & Bibliography My agenda for today will encompass the following high level topics and I have allocated 4-8 minutes for Q&A session. I will also list of resources if you are interested in exploring SEO and other internet marketing techniques such as marketing, PPC ads, in-line text, etc.

4 What is a Web Crawler? A Web Crawler is a computer program that browses the World Wide Web in a methodical, automated manner. Web Crawler is a Web service that help users Automating the task of link traversal. Creating a searchable index of the web. Fulfilling searchers’ queries from the index. Directory are listing of static information that are usually inputted manually and not CRAWLED. Some of the common characteristics of today’s search engines are as follows: * A search engine component usually contain the following components… I would like you to take a mental note of the Spider … since this will be a important topic we will discuss later on today. In early day’s for you who remember this WebCrawler was one of the many crawler based directory search engines …. another common one that still exists today is AltaVista search engine.

5 What is a Search Engine? Definition: Characteristics:
An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Characteristics: Spider, Indexer, Database, Algorithm. Find matching documents and display them according to relevance. Frequent updates to documents searched and ranking algorithm. Strive to produce “better”, more relevant results than competitors.

6 Examples Popular Search Engines
Today the undisputed leader in search engine usage is Google. Yahoo Claims to have the largest index of all search engines ranking over 5 Billion pages. MSN is the leading third, they have done a tremendous job at catching up to Google and yahoo but they still have a long time to catch up…. This a true example of the first mover advantage  I don’t usually talk about Ask Jeeves but I have been seeing an increased level of traffic from and according to recent statistics, Ask is now representative of approximately 7-8% of all searches. Every search engine has a different algorithm and ranking…. Our main focus today will be to look at the common and basic elements that every search engine company uses to rank and index pages.

7 How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database. Search engines Indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content. Search engines search their own Databases when a user enters in a search to find related documents (not searching web pages in real-time). Search engines rank the resulting documents using an Algorithm (mathematical formula) by assigning various weights and ranking factors. If you were not take anything away from this session today… and only understand how Spider or crawlers work you would have understood 40% of Search engines.

8 Search Engines Statistics
Search Engine Market Survey in Nov 2010 for Searches in the USA Google – 46.3% Yahoo – 23.4% MSN – 11.4% AOL – 6.9% Ask Jeeves – 2.3% According to Nielsen/Net rating

9 Why Search Engine Marketing Important?
85% of all traffic on the internet is referred to by search engines. 90% of all users look the only top 10 results on Search Engines. Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized. Cost-effective Advertising.

10 What is Search Engine Optimization?
SEO is refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. SEO is refers to the “Industry” that has been created regarding using keyword searching a means of increasing relevant traffic to a website.

11 Introduction to SEO Search Engine Optimization involves altering website code, content, and presence in order to increase rankings in search engines At least half a billion searches are made worldwide on a daily basis. If you are ranked at the top of a search engine, you are essentially running a free marketing campaign.

12 Introduction to SEO Which Search Engine?
Main players which you must always consider optimizing for, namely Google, Yahoo, MSN, AOL, and AskJeeves. Although Google makes up for almost half of worldwide searches, it is not always a good tactic to relate your site prominence only on Google. If half a billion searches are made per day, this means that over 250,000,000 are made on other Search Engines & rest of only on Google.

13 Introduction to SEO What a Search Engine Sees
Spiders do not see a page like humans do, as it cannot describe an image, or tell you how pretty a site looks. Instead, it looks at the HTML code and structures it to make sense. e.g. Using a text browser, or disabling images and CSS are a good way of seeing your site through a search engines eyes.

14 Introduction to SEO What a Search Engine Sees (Cont.)
Without CSS and Images

15 Introduction to SEO What a Search Engine Sees (Cont.)
WITH CSS and Images

16 SEO Techniques Keywords
Keywords are the words on a webpage that best describe that page. Keyword selection is the most important step to effective SEO. The Keywords you use will be the phrases where you want to be highly ranked on SEs. Time and Research should go into selecting the appropriate keywords before doing any SEO.

17 SEO Techniques Keywords (Cont.)
Keywords Tools Google Suggest(free) Google AdWords(free) A Free Keyword Tool with its AdWords services. WordTracker (paid)

18 SEO Techniques Meta Tags
Meta tags are used to provide a description of the page, and a list of main keywords it uses. Search engines are getting smarter everyday, so they may penalise you for cramming. Some search engines reportedly don’t even look at the meta tags (e.g. Google).

19 SEO Techniques Title Tag
The text in this tag shows up on the top of your browser window. Quite Important to include keywords here, as the title will give a general summary for what your page is about. Most search engines see this tag as an important tag for categorizing what type of site you have.

20 SEO Techniques Anchor Tags
Search Engines use anchor tags to rank your site in many ways: Text in anchor tags are given a lot of importance. If other sites link to you, this must mean your site is popular, and so you increase in rankings. The most popular sites would, be linked to by many websites throughout the internet.

21 SEO Techniques Anchor Tags (Cont.)
Example: Why a sitemap is effective. This is a website with a site map. Sitemap This is a website without a site map. Page 4 Page 1 Page 1 and 2 can now reach page 3 in many ways Page 1 and 2 can only reach page 3 via page 4 Page 2 Page 3

22 SEO Techniques H1, H2, H3, etc. Tags
It is always a good idea to structure your content so that it contains these tags at beginning of paragraphs, tables, sections, etc. It is quite logical that a search engine gets the overview of a paragraph from a header tag. We know what this slide is about by looking at the title of the slide.

23 SEO Techniques Images Images are not read by search engines, and so you should avoid using too many images on your site. Many sites use images for fancy fonts, when they contain keywords that are never read by a search engine. Always use an ALT attribute when including an image.

24 Steps to Developing a Good SEO Strategy:
Research Desirable Keywords and Search Phrases (WordTracker, Overture, Google AdWords) Identify Search Phrases to target (should be relevant to business/market, obtainable and profitable) “Clean” and Optimize a Website’s HTML code for appropriate Keyword Density, Title Tag ,Internal Linking , Headings and Subheadings, etc.

25 Steps to Developing a Good SEO Strategy:
Study competitors and search engines. Implement a quality link building campaign. Add Quality content. Constant monitoring of rankings for targeted search terms.

26 Ranking Factors On-Page Factors (Code & Content)
Title tags <title> #3 Header tags <h1> #5 ALT image tags #4 Hyperlink text #6 Keyword frequency & density #2 Off-Page Factors Link Popularity – Adds Credibility #2 Anchor text #1 Anchor text is the visible hyperlinked text on the page. anchor text is usually used to indicate the subject matter of the page that it links to. For example, the text “7th world congress ebusiness" indicates to visitors that they can expect to see content about conference pertaining to ebusiness if they visit the link. This pattern of usage has been applied in search engine algorithms to enhance the relevance of the "target" or the "landing page" URL for the keywords appearing within the anchor text.

27 Basic Tips & Optimization Techniques
Research Keywords related to your business. Identify competitors. Use of title tags for each page. Ensure text is HTML-text and not image text. Use text links when ever possible.

28 Benefits of SEO SEO is the cost effective way of marketing.
A better optimized website attracts lot of visitors and potential customers. Increased visibility and accessibility leads to higher sales for your business. SEO leads to the increased brand visibility for your site.

29 References & Bibliography
Search Engine Optimization. Retrieved on The Basics of Search Engine Optimization. Retrieved on Advantages of SEO. Retrieved on

30 QUERIES ???

31 THANK YOU !!!

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