4. Search Engine Optimization [SEO]
4
Search Engine Optimisation (SEO) is the process of improving organic
search engine ranking using:
On page optimization
Off page optimization
Detailed keyword research and selection
5. Basic On-page Elements
Title Tag – Should match to
keyword phrases
Headlines – Should match to
keyword phrases
Relevant Meta tags
Image Optimization – Should
match to keyword phrases
Optimization Canonical Issues –
Defined in next slide
Content Optimization – The
more the better
URL Structure: Should include
primary keyword
5
8. On Page SEO Work Segmentation
Page Title: Includes one primary keyword
with company name.
Headlines: Include primary and secondary
keywords.
Meta tags: Should include a primary keyword
with company name.
Image Optimization:
► Alt tag: With proper keyword
► Title/ Caption: Have proper keyword
Canonical Issues: discuss with Designing
Team
Content Optimization: Proper Scanning with
keyword density and other guidelines.
URL Structure: should have one primary
keyword.
8
10. Off Page SEO Elements
10
Search Engine Submission:
It helps for indexing websites in search
engines and update the existing ones.
► List of Search Engines: Altavista, Ask
Jeeves, Lycos, Netscape, Yahoo, AOL,
Excite, MSN, Overture, Looksmart, DMOZ,
Alltheweb
11. Off Page SEO
11
Directory Submission:
It helps to get one-way back links.
This is the best and quickest
method of obtaining back links.
12. Off Page SEO
12
Blogging:
Blogs are very essential part of SEO It is
a great way to make clients aware of
specific areas of our business and more
easily attain high search engine
rankings for relevant keywords. It can
easily attracts new visitor, increase
overall website traffic, creates inbound
links to our blog articles.
13. Off Page SEO: Blog Commenting
13
Here we submit comments on others blog site, it must be relevant
with our business site. By this process we can gain more back links
and branding.
14. Off Page SEO
14
PPT Submission
Power point submission is not only cooperative to develop back links
but furthermore Power point submission proposal can develop huge
traffic and ranking. Using following sites we can target our primary
and secondary keywords.
Popular Sites: SlideShare, SlideServe, AuthorStream, SlideFinder
15. Off Page SEO
Article Submission:
► It helps to improve search
engine ranking and effective in
driving traffic for website.
Social Bookmarking:
► It helps to increase traffic
and Google page rank for
individual WebPages
Classified Submission:
► It helps in marketing products
or services to desired visitor.
► Improve branding and generate
sufficient traffic.
Press Release (PR):
► Press Release is a major
source of news information
typically for business or
organization.
15
16. Off Page SEO
Review Posting:
► For getting link back to our site
we post review to different
forums.
Forum Posting:
► Through it we can gain back
links and knowledge. Forum
signature links will give more
traffic & Massive link to our
website.
Video Submission:
► It is best way to attract new
users and helps in online
branding.
Yahoo Answers:
► It helps to generate most
targeted and valuable traffic to
our website.
16
17. SEO Risk Management Process
17
Identify risks
Analyze risks
Prioritize risks
Risk management
Risk monitoring
Risk Management Planning
19. Top Social Media Sites
19
Facebook
Twitter
LinkedIn
Google Plus
Stumble Upon
Instagram
Pinterest
Flickr
20. Basic SMM Strategy
20
Create overall business goals, target audiences, specific
message for each audience
Create SMM strategy that supports your audience and
marketing goals
Implement tactics on multiple social media channels that set
out to deliver of goals
Reporting
21. • Statistics
• 845 million monthly active
users
• 2.7 billion “likes” are performed
(on average) daily
• The average user is younger
than Twitter, as the largest age
group on Facebook is ages 18-
30.
• Updates
• It is generally agreed that
posting 1-4 times weekly is
best.
• Generally, posting 2 times
weekly is recommended.
• Posting between 1pm-3pm
on Monday-Fridays is ideal,
however it may be easier to
remember to post if done in
the morning with Twitter.
21
22. 22
• Goals
• To build a recognizable, visible brand using the multi-media
capabilities of your company’s Facebook page.
• To gain at least 10 Face book Page “likes” per month.
• To actively engage with and respond to all user interaction
• Get found by people who are searching for your products or
services
• Create a community around your business
• Promote the content you create including webinars, ebooks, blog
articles, press releases, videos and photos.
23. Facebook Community & Brand
Pages
23
Community Page separate from the
brand-created page
Brand Page brand-managed
24. • Statistics
• 250 million+ active users
• 79% of LinkedIn users are 35 or
older
• 60% of members are interested
in industry insight
• 53% are interested in company
news
• 43% are interested in new
products and services
• Updates
• LinkedIn’s busiest hours are
morning and midday,
Monday through Friday.
• Post at least 20 status
updates per month to
maximize your reach to
approximately 60% or more of
your unique audience each
month.
• Our best-in-class marketers
are posting 3-4 status
updates per day, per
audience.
• 20% of followers are typically
reached with one status
24
25. 25
Goal
• Target the specific audience by updating specific group posting
• Participate in the conversation with follow-up questions or answers
• Write updates that include clear calls to action (e.g., like, share, or “Tell us
something”)
• Ask questions to spark participation in the discussion thread
• Post updates that give followers a sneak peak into your company’s upcoming product
or service launches.
• Ask followers for their opinion with questions that elicit an emotional response and
inspire passionate conversations.
• Try posting the same status update at different times of the day, different days of the
week, or with different headlines to maximize reach.
• Plan the editorial
26. LinkedIn Company Page
26
Welcome Message & Description, Industry,
Location
Post Company Status Updates – Target
Products/Services – Keyword/Value Rich - Target
Liquid Content – Video, Slideshare, Info graphics
27. LinkedIn Strategy
27
Touch up our profile at least monthly
Join 25 Groups
Get weekly updates for 5-10 Groups
Spend 1 hr/wk involved in discussions of interest
Send personalised connection invitations to people you meet in
discussions
Ask connections if they would like to connect by phone or Skype
28. Statistics:
140 million active users in 2012
The average user spends 89 minutes
per month on Twitter.
Largest age groups: 30% of users are
ages 26-34, 27% are ages 35-44
Updates:
Experts agree that 5-10 updates daily
the optimum number of tweets.
To maintain convenience, we will start
at 1 tweet daily, with an expansion
goal of 3 tweets daily.
The update should be posted from
8am -11am, on a weekday, for
maximum reach. (Additional updates
should be posted throughout the day,
before 8pm on Mondays-Thursdays)
28
29. 29
Goals:
To connect with potential clients in the targeted area through the promotion and
distribution of useful, engaging content.
To offer EHS expertise to the larger Twitter community in an effort to gain
credibility and trustworthiness in the eyes of potential clients in the social
community.
To gain at least 10 non-spam followers per month
To follow 5 new users per week
30. 30
Hashtag (#): Putting “#” before a word or phrase (without punctuation) helps give
your tweet a searchable theme or category. For example:
31. 31
Mention (@): To direct a tweet to another user, put “@” before their Twitter
name (or Twitter handle).
Direct Message (DM): We can send a private message to our followers, they may
ask to send a DM. This is only possible if both you follow them and they follow
you.
RT Retweet
Dynamic Content & Engage – Media Multiplies Uptake
32. SMM Strategy for other Social
Platform
32
1. Diversify Social Media Presence
2. Efficient & Organised – Editorial & Drop Calendars
3. Share Photo & Video Content
4. Revamp/Review Content Marketing Strategy
5. Clear Goals & Measure!!!
(Engage with customers in real time)
35. PPC vs. “Organic” SEO
• results in 1-2 days
• easier for a novice or one little knowledge of SEO
• ability to turn on and off at any moment
• generally more costly per visitor and per
conversion
• fewer impressions and exposure
• easier to compete in highly competitive market space
(but it will cost you)
• Ability to generate exposure on related sites
(AdSense)
• ability to target “local” markets
• better for short-term and high-margin campaigns
•No fear of Search engine updates
•results take 2 weeks to 4 months
• requires ongoing learning and experience to achieve
results
• very difficult to control flow of traffic
• generally more cost-effective, does not penalize for
more traffic
• SERPs are more popular than sponsored ads
• very difficult to compete in highly competitive market
space
• ability to generate exposure on related websites and
directories
• more difficult to target local markets
• better for long-term and lower margin campaigns
•First page results for Competitive Keywords are
not guaranteed
35
Pay-Per-Click “Organic” SEO
36. Basic approach to SEM
36
Search Engine
Marketing
Organic Search
(The free results)
Pay Per Click
Advertising
(Paid results)
Search
(Alongside free
results)
Contextual
(Advertising on
3rd party sites)
39. Google Adwords
39
How it works?
create ads
Why it works?
•Choose keywords
•Set budget
•Decide where ads
will be displayed
• Helps to reach new audiences
• Excellent control
• Highly measurable results
• No minimum spend requirements
People click on ads
and connect with our
business
40. SEM Strategy
40
Prepare - Build an integrated search engine marketing campaign
and launching.
Monitor - Track clicks and website activity daily
Report – Reporting back activity and results
Review - Analyse components of the campaign for sales
effectiveness.
Revise pay per click campaign - Improve bids, test and amend
copy. Add or remove keywords terms. Switch budgets between
networks.
Identify risks: Crawl Site, Link Analysis, SEO Technical Audits
Analyze risks: Analyzing Site Reporting, Google Webmaster Analysis, Analyzing On-Page Optimization
Prioritize risks: On page & Off Page SEO,
Risk management & monitoring: Finding Code Problems That Can Damage or Improve SEO, Check status of risks continuously. Risk status should be part of every status meeting, Are there new risks to be analyzed?, Has there been a change of risk priorities? Is the
top-list of risks still up-to-date?