Learn the power of social media and the SEO 2014 in this simple step by step presentation to help enable you to derive more out of SEO and Social Media Marketing

1. The Power of SEO & Social Media
Navneet
Kaushal
CEO
PageTraffic

2. WHO AM I?
Navneet
Kaushal
Founder
&
CEO
of
PageTraffic
13
Years
of
Digital
Search
MarkeDng
experience
Editor
www.pagetrafficbuzz.com
Expert
author
on
WebProNews,
Search
Newz,
Clickz,
Social
Media
Today,
Search
Engine
Journal,
Promo<onWorld,
Business
2
Community
,
India
Digital
Review
etc
Regularly
quoted
on
ET
Now,
Zee
News,
SeaQle
Times,
Hindustan
Times,
Livemint,
BenefitIT
etc.
About
PageTraffic
Established
in
2002
95
people
strong,
with
offices
in
New
Delhi,
Noida,
Mumbai,
Chicago
&
London
Offers
SEO,
SMO,
PPC,
Link
Building,
Web
Development
services
More
than
2500
clients
worldwide
Winner
of
Red
Herring
Top
100
Asia
Award
2011
www.pagetraffic.com

3. Digital
Marke:ng
in
2014

7. Search

8. Why is SEO important?!
Average Daily Queries on Google!
3 Billion Searches/Day
(announced Aug. 2012)
Number
of
Searches/Day
on
Google

9. Growth of Google Queries in Last 5 yrs!
3 Billion Searches/Day
(announced Aug. 2012)
Number
of
Searches/Day
on
Google

10. State
of
Search-­‐
India
Indian
Search
Engine
Market
Share
Yahoo
1%
Bing
1%
Others
1%
Google
97%
Source:
Netmarketshare
and
business-­‐standard.com

11. Search Often Brings the Most
Highly Qualified Traffic

12. SEO
from
a
business
perspec:ve
§ Helps
you
create
a
beKer
website
§ Brings
in
qualified
traffic
§ Helps
you
create
beKer
content
§ Measurable/Ac<onable

13. DID
YOU
KNOW?
Search
engines
cannot
read
FLASH
and
JavaScript
content.

14. DID
YOU
KNOW?
SEO
is
not
only
about
keyword
op<miza<on
-­‐
the
number
and
quality
of
incoming
links
is
also
very
important.

15. DID
YOU
KNOW?
It's
actually
quite
easy
to
exclude
certain
pages
from
search
engine
results
by
using
a
robots.txt
file.

16. DID
YOU
KNOW?
The
most
important
SEO
task
is
seXng
up
a
keyword
strategy.

17. DID
YOU
KNOW?
Google
checks
for
duplicate
content
on
your
website.

18. DID
YOU
KNOW?
Google
displays
META
descrip<on
content
in
the
results
lis<ng.

19. DID
YOU
KNOW?
The
webpage
names
also
influence
the
rate
of
op<miza<on
for
certain
keywords.

20. DID
YOU
KNOW?
A
common
website
mistake
is
giving
each
page
the
same
<tle.

21. DID
YOU
KNOW?
Google
moves
websites
down
in
the
search
results
when
an
excessive
number
of
keywords
are
used.

22. DID
YOU
KNOW?
A
page’s
load
<me
influences
the
ranking
of
your
website
in
search
engines.

23. DID
YOU
KNOW?
Search
engines
look
at
how
much
code
you
use.
Therefore,
tables
and
inline
styles
not
only
make
your
code
less
synop<c
but
could
also
affect
search
engine
ranking.

24. DID
YOU
KNOW?
It's
actually
quite
easy
to
exclude
certain
pages
from
search
engine
results
by
using
a
robots.txt
file.

25. Paid
Organic
Organic
vs.
Paid
Search

27. Organic
vs
Paid
Organic
•
•
•
•
Time
bound
Higher
entry
cost
(<me
/
Rs.)
Lower
ongoing
cost
(<me
/
Rs.
Long
term
strategy
Paid
•
•
•
•
•
•
Instant
Lower
entry
cost
(<me
/
Rs.)
Dynamic
cost
over
<me
Targeted
Measurable
ROI
Short-­‐Mid
Term
Strategy

29. SERP
Features
In
2013,
Google
Introduced
more
search
engine
results
page
features
than
ever.
www.pagetraffic.com

30. 7-­‐RESULTS
SERPS
www.pagetraffic.com

31. 10-­‐RESULTS
SERPS
www.pagetraffic.com

32. EVENT
SITELINKS
SERPS
www.pagetraffic.com

33. GOOGLE+
BRANDS
SERPS
www.pagetraffic.com

34. PAID
SHOPPING
(LEFT)
SERPS
www.pagetraffic.com

35. PAID
SHOPPING
(RIGHT)
SERPS
www.pagetraffic.com

36. KNOWLEDGE
GRAPH
(KG)
SERPS
www.pagetraffic.com

37. AUTHORSHIP
THUMBNAIL
SERPS
www.pagetraffic.com

38. RICH
SNIPPETS
AND
SCHEMA
MARKUP
SERPS
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet

39. What
else
is
changing?

41. The
Way
We
Consume
Informa:on
Has
Changed
Copyright
©
www.pagetraffic.in

42. The
Way
We
Communicate
Has
Changed
Copyright
©
www.pagetraffic.in

43. •
•
•
•
•
•
•
•
•
•
Google
is
Constantly
Changing
Hummingbird
Google
Panda:
25+
updates
Google
Penguin:
4
updates
Exact-­‐Match
Domain
(EMD)
Update
Page
Layout:
2
updates
7-­‐Result
SERPs
Link
Warnings
Knowledge
Graph
Venice
Other
Monthly
Updates:
390
Copyright
©
www.pagetraffic.in
www.pagetraffic.com

44. Audience
Search
Habits
are
Changing
Copyright
©
www.pagetraffic.in

45. Audience
Search
Habits
are
Changing
Copyright
©
www.pagetraffic.in

46. Shib
in
Balance
is
happening
Copyright
©
www.pagetraffic.in

47. In
2008,
SEO
Was
This
Link
Building
On-­‐Page
Basics

48. VIDEO
In
2014,
SEO
is
This
ON-­‐PAGE
SEO
CONTENT
MARKETING
SITE
SPEED
CONTENT
STRATEGY
LINK
BUILDING
UX
MOBILE

56. Get
Your
Things
Straight

57. Set
Goals
Why
do
you
need
Search
Marke<ng?

58. Research
Keywords
How
&
What
do
people
search
for?

59. Onsite
Op<miza<on
Create
a
site
that
search
engines
will
love
But
create
with
humans
in
mind

60. Offpage
Op<miza<on
Make
your
website
trustworthy

61. Repor<ng
Keep
Track
of
Everything
you
do

62. Choosing
the
Right
Keywords
How
to
target
compe::on
becer

63. Choosing
the
Right
Keywords
• It’s
necessary
to
do
some
keyword
analysis…
• What
is
the
volume
of
traffic
for
the
keyword
combina<on?
• Have
other
websites
op<mized
for
those
keywords?
Would
it
be
hard
to
get
a
high
ranking?
• Who
sits
in
the
No.
1
spot
for
those
keywords?
• What
keywords
are
my
compe<tors
targe<ng?
• What
do
the
keywords
say
about
the
searcher’s
intent/mindset?
• Surfers
• Researchers
• Buyers

64. Tools
for
Keyword
Research
hcp://bit.ly/keywordtool2012

65. Tools
for
Keyword
Research
Use Google Keyword
Tools to create initial
list of related search
terms and search
volume
Select location and
language

67. Tools
for
Keyword
Research
hcp://www.google.com/insights/search/

68. Other
Keyword
Research
Tools
• Wordtracker
• Wordstream
• Keyword
Discovery

69. KEYWORD
ORGANIZATION
• Organize your
keywords by:
•
•
•
•
•
•
Languages
Locations
Target audiences
Purchase cycle
Importance
Legal requirements
• Brand name
• Product name
• Model numbers, etc.

70. Keyword
Advice
• Op<mise
each
page
for
a
different
keyword
combina<on
• Don’t
choose
single
keywords
–
3-­‐5
word
combina<ons
are
best
• Don’t
choose
generic
keywords
-­‐
be
specific
• Don’t
choose
hotly-­‐contested
keywords
• Use
geographic
qualifiers
–
i.e.
India
• Put
yourself
in
the
buyer’s
shoes
• Choose
keywords
that
align
with
a
‘buying’
state
of
mind

71. Onsite
Op:miza:on

72. Onsite
Op:miza:on
• On-­‐site
factors
play
a
big
role
in
determining
your
search
engine
rankings
• These
are
the
things
that
you
can
do
yourself
or
that
you
can
task
your
web
developer
to
do
on
your
behalf

73. Use
of
mul:media
plaforms
Be
careful
when
using
mul<media
plaqorms,
such
as
Flash,
par<cularly
as
naviga<onal
elements
Your
website
must
be
‘spiderable’,
otherwise
it
won’t
get
good
search
engine
rankings
Text-­‐based
naviga<on
can
be
‘spidered’;
links
embedded
within
a
Flash
element
cannot.
Be
careful
also
with
Javascript,
DHTML
or
other
graphical
naviga<on
elements
If
you
use
these,
provide
a
text
based
naviga<on
bar
elsewhere
on
the
page

74. Onpage
Naviga:on
Your
naviga<on
structure
and
accessibility
is
cri<cal
for
search
engine
rankings
–
search
engines
need
to
be
able
to
access
your
content
in
order
to
index
it
KISS
principle
Employ
the
2
click
rule
(3
click
rule
at
most)
Use
textual
links
from
your
home
page
Use
a
Sitemap
which
can
be
accessed
from
your
home
page
Employ
inline
/
contextual
links

75. The
TITLE
Tag
The
singularly
most
important
on-­‐site
factor!

76. Almost
always
the
heading
that
Google
chooses
for
its
lis<ngs.
Therefore
it
needs
to
be
en<cing
or
contain
a
call-­‐
to-­‐ac<on
If
you
do
one
thing
to
your
site,
then
this
should
be
it!

77. The
TITLE
Tag
• Include
your
chosen
keywords
within
the
TITLE
tag
–
preferably
near
the
start
of
the
tag
• Try
to
keep
it
to
70
characters
• Must
be
relevant
to
the
page
content
• Very
important
-­‐
each
page
should
have
a
different
TITLE
tag

78. Metadata
Tags
• Search
engines
also
use
a
series
of
metadata
tags
that
reside
in
the
header
of
the
page
to
index
websites
• These
tags
can’t
be
seen
by
human
visitors
to
your
website
–
but
they’re
s<ll
interrogated
by
the
search
engines

79. The
Descrip:on
Tag
• A
textual
descrip<on
of
what
the
page
is
about
• Shows
up
in
Google
search
results

80. The
Descrip:on
Tag
• Include
keywords
close
to
the
start
of
the
tag,
but
don’t
repeat
more
than
3
<mes
• Try
to
keep
it
to
150
characters
• Must
be
relevant
to
the
page
content
• Each
page
should
have
a
different
DESCRIPTION
tag

81. The
KEYWORD
Tag
• No
longer
counts

82. Body
Text
• Google
loves
original,
high
quality
textual
content
• Body
text
is
extremely
important
for
search
engine
rankings
because
this
is
what
human
users
come
to
see
• Keywords,
synonyms
and
varia<ons
of
the
primary
keyword
combina<on
should
be
included
in
the
body
text,
but
not
so
that
it
reads
‘ar<ficially’.
It
should
read
naturally.

83. Keywords
in
URLs
• URLs
that
contain
keywords
are
beKer
than
those
that
don’t
• Quite
easy
to
do
if
your
website
is
sta<c,
a
liKle
more
difficult
for
database-­‐driven
sites
• Don’t
make
the
URLs
too
long
because
this
will
be
seen
as
an
aKempt
to
manipulate
the
search
results
• Good
and
bad:
• www.mysite.com/health-­‐insurance
• www.mysite.com/search.asp?
insuranceID=435&locID=32

84. Heading
Tags
• Heading
tags
–
eg.
<h1>,
<h2>
-­‐
within
the
HTML
iden<fy
headings
within
the
page
copy
and
break
up
the
text
• They
are
used
by
search
engines
to
determine
page
content
• Use
keywords
in
these
tags,
but
don’t
overdo
it.

85. Link
Anchor
Text
• The
‘anchor’
text
contained
within
hyperlinks
provides
Google
with
an
understanding
of
what
the
linked
content
is
about
• Every
hyperlink
on
your
site
should
have
descrip<ve
anchor
text,
rather
than
‘click
here…’
• Inline
links
or
contextual
links
are
best
• eg.
• Blue
Train
Enterprises
offers
a
free
white
paper
on
how
to
op<mise
your
website
for
the
search
engines

86. Link
Anchor
Text
Diversifica:on
A. Naked
URLs:
such
as
www.xyz.com
B. Generic/junk
anchors:
“click
here”,
“this
website”
C. Brand
keywords:
PageTraffic,
pagetraffic
India,
page
traffic
or
pagetraffic
SEO
company

87. Image
ALT
Text
• ALT
is
displayed
if
the
image
doesn’t
load
in
the
user’s
browser
• The
ALT
tag
should
describe
the
image
• Keep
it
short
and
to
the
point
• It
also
can
have
a
posi<ve
effect
on
your
website
rankings
• Don’t
use
ALT
tags
as
a
place
to
stuff
keywords

89. A
word
on
domain
names…..
• Domain
names
no
longer
assist
in
search
engine
rankings
• If
you
are
thinking
of
changing
names,
or
planning
a
new
business,
think
carefully
about
the
domain
name
you
choose
• Best
to
have
.in
for
Indian
market,
but
if
possible
secure
.com
as
well
• Try
to
keep
it
short,
memorable
• Register
the
name
for
as
long
as
possible

90. Customer
Assurance
Factors
• It
is
recommended
that
your
website
contains:
• Business
informa<on
–
• Telephone
number
–
1800
adds
credibility
• A
physical
address
• Informa<on
about
your
business
–
‘about
us’
• Policies
• Privacy
• Security
• Terms
of
use
/
disclaimers
• A
sitemap
with
links
to
major
pages

91. Content

94. Pick
Content
Type

95. Build Content With High Search Link Intent
KEYWORD
“FACTS”
KEYWORD
“INFORMATION”
KEYWORD
“DATA”

96. Learn
the
art
of
storytelling

97. Add
content
regularly
• Some
ideas
for
new
content
for
a
ecommerce
website:
• New
products
• Company
ac<vi<es
• Special
offers
or
discounts
• Achievements
–
awards
• New
staff
profiles
• Case
studies
about
your
products
or
services
• Tes<monials
from
customers
• ‘How
to’
guides
• General
advice
about
products
or
services
• Observa<ons
about
the
market

98. Elements
of
Op:miza:on
Landing
Pages
“Localized”
or
targeted
content
• Loca<on
• Industry

99. Elements of Optimization
Text
Content
• 250 or more
words
• Don’t forget
locations!
• Updated content
• Avoid duplicate
content

100. Keywords
In
Text
• Words and
phrases
commonly
used to
describe
your
product,
service,
location, etc.
What
words
and
phrases
do
your
customers
use
to
search
for
you?
Elements of Optimization

101. Emphasized
Text
• Text tagged
“Strong” or
“Bold”
• Outbound
Links
Elements of Optimization

102. Promote

103. A
Mashable
survey
in
August
2013
revealed
that
17.4
percent
of
global
web
traffic
comes
from
mobile
compared
to
11.1
percent
in
the
previous
year.

107. Start
asking
the
right
ques:on...
www.pagetraffic.com

108. How
Do
I
Rank
#1?
www.pagetraffic.com

109. What’s
the
best
strategy
to
drive
traffic
to
my
site
and
convert
it?
www.pagetraffic.com

110. Social

111. Social Lives at the Top of the Funnel

112. • Social
Media
is
forecasted
to
grow
26%
CAGR
by
2016
**
CAGR
=
Compound
Annual
Growth
Rate
(year
over
year)
Social
Media

114. 1
AUDIENCE ENGAGEMENT
2
"
SOCIAL CONTENT STRATEGY"
"
"
3
FACEBOOK S TEENAGE WASTELAND
Looking to 2014

117. THE
BENEFITS
OF
SOCIAL
IN
2014
IMPROVED
SOCIAL
SIGNALS
COMPANY
BRANDING
IMPROVED
BRAND
AWARENESS
WORD-­‐OF-­‐MOUTH
ADVERTISING
INCREASED
CUSTOMER
LOYALTY
AND
TRUST
IMPROVED
AUDIENCE
REACH
AND
INFLUENCE
Social is a Necessity, Not a
Luxury

118. Platforms
Important question to ask?
Is the platform aligned
with my objectives?
Does it help build a
brand community?
Is it helping create a
digital asset?

119. Chasing Facebook Fans!
• Typically less than 5%
of your updates are
shown to your fans
• You need a
sponsored story to
reach your own fans
• Every time you need
to engage with Fans,
you need to spend
more!
Is Facebook page a digital asset for a
brand?
Common Mistake

120. • Facebook is a Social Networking platform
• With more ads and brand updates, user loose interest,
which harms Facebook as a platform
• Facebook stock price was declining
• To boost revenues, stock price, brands were asked to pay
more to reach their own fans
• Facebook has launched new ad formats – In feeds, and
video!
Why did this happen?

121. Where
to
Par:cipate?

128. Q+A Sites

129. Document Sharing Sites

130. Build a Community, Not a Brand
DETERMINE YOUR AUDIENCE"
"
FIND OUT WHAT THEY RE
LOOKING FOR OR TALKING
ABOUT"
"
WRITE ABOUT IT IN A WAY THAT IS:
EDUCATIONAL
ENTERTAINING
INFORMATIVE
SHARE

131. A Cohesive Content Plan
SOCIAL
MEDIA
RELATIONSHIP
BUILDING
&
ASKING
AUDIENCE
BUILDING
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
LINK
BUILDING

135. A
final
thought
• If
you
employ
one
of
the
strategies
men<oned
in
this
presenta<on,
you
will
get
some
benefit
in
the
traffic
and
conversions
• If
you
employ
a
couple,
you
will
get
much
greater
benefit
• If
you
employ
all
of
them
properly,
then
you
will
most
likely
go
to
the
top
of
the
results
• The
liKle
things
count
and,
when
you
employ
them
together,
they
can
make
a
big
difference
to
your
site
performance

136. THANK YOU!
Website:
Email:
Twitter:
Blog:
Facebook:
www.pagetraffic.com
navneet@pagetraffic.com
@navneetkaushal
www.pagetrafficbuzz.com
www.facebook.com/pagetraffic.in