'Search Engine Optimizaiton - Marketing or Technology?', presented by Pradeep Chopra (Co-founder, OMLogic Consulting) at Web Innovation 2009 (Gurgaon, India) is aimed at educating & empowering the SEO professionals & digital marketers in winning the SEO wars i.e. meeting the business objectives rather than just getting higher rankings and traffic.

1. SEO - Marketing or Technology?
www.omlogic.com
Pradeep Chopra (Co-founder, OMLogic Consulting)
Apr 29, 2009

2. www.omlogic.com
Conventional SEO Paradigm

3. Typical Purpose
www.omlogic.com
Acquiring Website Rankings & Traffic

4. Typical SEO Implementation Process
www.omlogic.com
 Keyword Research
 Baseline existing ranking
 Set ranking target
 Implementation
 On Page Optimization
 Off Page Promotion
 PR, Articles, Link Building
 Social Media Submissions
 Ongoing Optimization

5. What results can you expect?
www.omlogic.com
Good Rankings on Search Engines
Good Online Traffic on Website
Assuming search specialists were involved

6. www.omlogic.com
Has the Business met its Objectives?

7. Doubtful?
www.omlogic.com
Higher Ranking = More Traffic?
More Traffic = Relevant Traffic?
Relevant Traffic = More Conversions?

8. The Current Reality
www.omlogic.com
Business Strategy
Marketing
Marketing
Promotion
(Product, Service or a
Brand)
SEO SEM
Online Marketing

9. Required Approach
www.omlogic.com
Business Strategy
Marketing
Promotion
(Product, Service or a
Brand)

10. www.omlogic.com
Lets Look at an Example

11. www.omlogic.com
Imagine real searchers & how they might think!
What does the company offer (SCJP Exam prep to pass SCJP
Certification Exam)
What have they done so far (Since 2000, 1M+ users, 50K
customer)
What did other people get from them (99.7% success)
Will they be valuable for me (Comprehensive report)
Are they a 2-4 people shop (ISO 9001 certification)
Can I trust them (100% guarantee)
Can I try (Free mock test)
This looks like the site I want. Let me go-forward.

12. SEO - New Paradigm
www.omlogic.com
Keyword Stuffing
Keyword Targeting and Link Building
Providing Relevant Content
Building trust and rapport with the visitor
Addressing visitor concerns
Providing pull to convert
SEO must provide Conversion from
• search to click
• click to engagement
• engagement to lead/sale

13. www.omlogic.com
Business Objectives
Measurability
Online Marketing
Strategy
Conversions
Branding
Traffic
Relevancy
Visibility/
Leads/
Sales
•SEO
•PPC
•SMM
•Website
•Messaging
•SMM
•SEO
•PPC
SEO: Search Engine Optimization | PPC: Pay Per Click | SMM: Social Media Marketing

14. Thank You!
Email: pradeep.chopra@omlogic.com | Phone: +91-11-47052806
www.omlogic.com
Ready to realize the full potential of Online Marketing?
www.omlogic.com