A to Z --> SEO

1. Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from
search engines via quot;organicquot; or quot;algorithmicquot; search results for targeted keywords. SEO can also target different
kinds of searches, including image search, local search, and industry-specific vertical search engines.
As a marketing strategy for increasing a site's relevance, SEO
considers how search algorithms work and what people
search for. SEO efforts may involve a site's coding,
presentation, and structure, as well as fixing problems that
could prevent search engine indexing programs from fully
spidering a site.
Another class of techniques, known as Black Hat SEO or
spam indexing, use methods such as link farms and keyword
stuffing that tend to harm search engine user experience.
Search engines look for sites that employ these techniques
and may remove them from their index.
Why is SEO important?
Although search engines are extremely
competitive (in terms of placement), the major
search engines account for over 90% of all
traffic. With that though in mind, companies
that are serious about earning a share of the
internet market should be committed to
securing top 10 rankings for the keywords or
phrases that relate to the products and services
that they offer.
The best way to ensure a solid return on your
website investment is to employ the services of
a search engine optimization firm with a proven
track record of success, knowledge of current and cutting edge techniques, and experience working with the
business community.

2. Google Sites Ranks as Top Indian Search Property
Google Sites ranked as the top search property in India with more than 1 billion searches conducted in June,
representing 81 percent of the market. Yahoo! Sites ranked second with 9.4 percent, followed by Ask Network
(1.9 percent) and Microsoft Sites (1.7 percent). Indian Internet portal Rediff.com ranked fifth with 1.5 percent.
Top Search Properties in India, June 2008
Total India – Age 15+, Home/Work Locations
Searches Share of
(MM) Searches
Total Internet 1,242 100.0
Google Sites 1,011 81.4
Yahoo! Sites 117 9.4
Ask Network 24 1.9
Microsoft Sites 22 1.7
Rediff.com India Ltd 18 1.5
FACEBOOK.COM 10 0.8
People Group 9 0.8
CNET Networks 5 0.4
Wikipedia Sites 5 0.4
AOL LLC 3 0.2
“The Indian search market is dominated by global Internet brands, with Google
attracting the wide majority of searches”.
India Search Market Overview, June 2008
Total India – Age 15+, Home/Work Locations
Unique Searches Search Searches
Searches
Searchers Per Visits Per Per Search
(MM)
(000) Searcher Searcher Visit
Worldwide 74,217 802,267 92.5 23.6 3.9
India 1,242 23,416 53.1 14.7 3.6
“Though India represents more than 15 percent of the world’s population, it accounts for
less than 2 percent of global Internet searches”. “It will be interesting to see if this gap
narrows as more people in India gain Internet access and ramp up their use of search over
time.”

3. Eye Movement on study Google Organic and PPC search results
1. Listings on the top of a search results page is viewed more than listings on the bottom of the Web page and
2. Being on the top of the editorial results or having a top AdWord placement is better than having a side
AdWord placement.
This graphic shows the eye movement of a
participant in the study.
The Key Findings:
Organic (not Google AdWords) Ranking Visibility - shown in a percentage of participants looking at a listing in
this location. These are NOT click through rates.
Rank 1, Rank 2, Rank 3 – 100%, Rank 4 – 85% (above the fold), Rank 5 – 60% (below the fold)
Rank 6 – 50%, Rank 7 – 50%, Rank 8 – 30%, Rank 9 – 30%, Rank 10 – 20%
Top Sponsored Ad (Google AdWords) Visibility were seen by 80 to 100% of participants (which indicates that
some top ads were not seen, and thus are not as valuable as a top placement from an organic result listing).
Side Sponsored Ad (Google AdWords) Visibility - shown in percentage of participants looking at an ad in this
location Again, these are NOT click through rates.
Rank 1 – 50%, Rank 2 – 40%, Rank 3 – 30%, Rank 4 – 20%, Rank 5 – 10%, Rank 6 – 10%
Rank 7 – 10%, Rank 8 – 10%
Okay maybe this is obvious for eye movement on Google search results... but think about how this might apply
to your own Web site.

5. Start of Analyzing Entire Website
Find Marketing Objectives of customer’s Business
Through Website Analysis for Preparing Fruitful SEO Strategy
Preparing Pre-Optimization Report
Research of Keyword and Keyword Phrases
Differentiating Primary and Secondary keywords
Discuss with customer for Targeted Keywords
Start Optimization for Entire Website
Preparing Meta Tags, Keywords, Description, Head Tags for each page in
the website using targeted keywords
Image Optimization
Updating page content using SEO Copy Writing wherever require
Sitemap Preparation
Broken Link Testing
Validate pages using W3C Validator
Preparing Robots.txt
Manual Website Submission in Major Search Engines
Manual Website Submission in Online Business Directories / Portals –
Region Wise / Country Wise / Industry Wise
Preparing Post-Optimization Report on basis of Monthly web Analysis
SEO Implementation using Web Statistic

6. SEO Tools
SEO tools created for webmasters to simplify some of the work needed to optimize a
website/URL with the search engines. One of the most spread SEO tool on the internet is
the backlink checker which checks how many backlinks point to one specifical link.
Another popular tool is the Pagerank checker which checks the Google Pagerank of a
webpage.
List of SEO Tools Websites
https://www.google.com/webmasters/tools https://adwords.google.com/select/KeywordToolExternal
http://www.seochat.com/seo-tools/ http://www.webconfs.com http://tools.seobook.com
http://www.seomoz.org/tools http://www.iwebtool.com http://www.webuildpages.com/tools/
Google Webmaster Tools
Google webmaster tools provides you with a free and easy way to make your site more Google-friendly. They
can show you Google’s view of your site, help you diagnose problems, and let you share info with us to help
improve your site’s visibility.
Sharing info with Google about your site
Since no one knows more about your site than you do, you can also share this info with Google and improve
your crawlability. So tell us all about your pages by submitting a Sitemap file; help us learn which pages are most
important to you and how often those pages change.

7. When your site is ready:
 Have other relevant sites link to yours.
 Submit it to Google at http://www.google.com/addurl.html.
 Submit a Sitemap as part of our Google Webmaster Tools. Google uses your
Sitemap to learn about the structure of your site and to increase our coverage
of your webpages.
 Make sure all the sites that should know about your pages are aware your site
is online.
 Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to
other industry-specific expert sites.
When will I see results?
You will see some tangible results within days, but typically it takes between 1 to 3 months to see a positive
return on investment. For example, your homepage might be indexed by Google and/or Yahoo within days.
However, it typically takes 4 to 8 weeks to have your interior pages indexed.
Achieving a favorable ranking in the major search engines is a gradual
process. We must consider several factors when determining the timetable
for achieving a favorable rank.
What keywords or key phrases will be targeted?
How competitive are those keywords and key phrases?
These factors, along with others, determine the size and scope of a search engine optimization campaign.
Where will my site rank?
Our targets on Google and Yahoo. These two search portals account for over 90% of all
web searches! Your site will achieve desirable rankings for specific quot;Keywordsquot; that are
relevant to your company’s products and/or services.
Google and Yahoo use different methods for deriving the ranking in their search engine
results, so it is important to utilize the services of an SEO that is aware of the delicate particulars that
differentiates these two unique portals. SEO is dedicated to providing ongoing optimization for these two ever
changing and highly influential search engines.

8. Google Analytics
Google Analytics to learn which
online marketing initiatives are cost
effective and see how visitors
actually interact with your site.
Make informed site design
improvements, drive targeted
traffic, and increase your
conversions and profits. Find out
where your visitors come from and
identify your most lucrative
geographic markets. If you want to
happen on your site then you need
to paste the Google Analytics
tracking code into each of your
website pages and tracking begins
immediately.
Thank You
Senthil Murugappan
senthil.mr@gmail.com