seo presentation for institutes

NILESH DUBEY[Sr. SEO Freelancing Consultant]

Email Id: - nminfosystem@gmail.com

NM InfosystemWE TOUCH WITH YOU ALWAYS

2

Why bother with search engines? 81% of Internet consumers find web

sites via search engines & directories.

Top 30 results receive over 90% of search traffic.

If your site is not in the Top 30, it most likely won’t be found.

3

Main methods of accessing websites

05

1015202530354045

46% of visitors come from Search Engines. Red Sheriff

55% of online purchases originate from Search Engines. Overture

A search engine visitor is 5 X more likely to convert to a sale than a visitor from a banner ad. Search Engine Watch

4

Organic Positioning - SEO Organic Positioning – Web sites that rank

well based on their content, popularity, and reputation.

Achieved through Search Engine Optimization (SEO)

5

Importance of SEO

“The #1 way to find new websites online is through Search Engines.”

“4 out of every 5 Internet users say they use a Search Engine daily.”

“80% of all Search Engine users say they stop looking for a site after the first 30 results.”

6

How does SEO work?

Organic Positioning Meta tags Content pages Link popularity Website themes Search engine

submissions

Pay-Per-Click Multiple URLs Keyword buys (search

engine listings) Keyword auctions

(search engine listings)

Keyword advertisements (Banner and button placements)

As the art of successful SEO develops, there are two different optimization models evolving:

7

Why perform organic positioning when it's so straight-forward to just buy the placement ?

Organic Positioning (SEO) is FREE!! However, best sales results are being

enjoyed by online companies who do both

8

Implementing an SEO Strategy Step 1: Online Objectives Step 2: Keyword Research & Analysis Step 3: Directory Listing Step 4: Content rich pages Step 5: Submission to Crawlers Step 6: Link Popularity Analysis Step 7: Big Site? Split It Up Step 8: Paid Placements Step 9: Maintenance Step 10: Time

9

Step 1: Online Objectives Online Sales/Marketing Objectives

The business objectives of your website The number of products/services you are trying to

promote on your website The geographic location of the market you are

targeting The results you want to see The amount of money you are prepared to spend

Online Marketplace / Competition The amount of competition for keywords related to

the content of your website Have you identified the RIGHT

keywords?

10

What are Keywords used for? Search engines index words Content development

Meta data; Title, Description, Keyword tag

Link strategies

URL, domain and sub-domain development

Paid Listings – KWP buying

11

Step 2: Formulate Keyword Strategy

Well-researched key phrases Identify general and related keywords/key

phrases

Relevant keyword phrases Identify the keywords that your prospects

actually search upon

Popular keyword phrases Identify the most traffic driving keywords

12

Keyword Research Tools WordTracker.com

Goodkeywords.com

Overture Search Suggestion Tool http://inventory.overture.com/d/searchinventory/suggestion

Related searches at Yahoo, HotBot, AllTheWeb.

13

Types of Search Engines Directories list web sites using human

editors

Crawlers use automation to read your pages

Paid or CPC engines list sites based on payment Distribute listings to others

Most search engines have “primary” results from one source, which defines what they are Other sources, like paid listings, may be available

14

Step 3: Directory Listing Must be done properly the first time with

the correct Title, Description and in the relevant Category.

Directory Listing increases the probability that your website will rank high on other search engines.

Search engines look at directory listings to measure your website's credibility.

15

Major Directories Yahoo – still popular even though

the default results are powered by Google (soon will be powered by inktomi)

Open Directory (ODP) – distribute results to Google, AOL Search, Lycos US, HotBot & others

16

ODP – How it works Similar to Yahoo, submit descriptions,

titles, choose category as with Yahoo NO submission fees! In general, one category per URL If not listed in 3 weeks, resubmit Still not listed? Follow up with editors Still not listed! Try a less “populated”

category Boots vs. Athletic Shoes

17

Step 4: Content is KING Content, Content, Content!!! - Search

engines prefer big, dumb ugly, content rich HTML pages

What words do you think each page in your website is relevant for?

Now look again at the pages. Are you actually using these words???

Try searching your own site for these words. If you can't find them, search engines won't either!

18

Keyword-Rich Body Text Website Content - must contain keywords

spread out throughout the pages maintaining the keyword density.

Good content on different topics using HTML text

Design issues that can impact ranking (or just indexing) especially include Splash pages, frames & dynamic delivery Avoid heavily nested tables

19

Crawling your website

Search Engine Crawlers can spider every page on your site.

Every search engine crawler looks at different components of your web page to determine your rankings.

Making a “search engine friendly” helps the crawlers spider websites easily

20

Major Crawlers Google – standalone, provide results to

Yahoo, Netscape, AOL, many others

Inktomi – primary results at MSN, Overture; soon will supply results to yahoo

FAST Search – Lycos & AllTheWeb.com

AltaVista – Standalone

Teoma – owned by & feeds Ask Jeeves

21

Step 5: Submission To Crawlers Crawlers should find you naturally, but

submitting may speed the process and may increase your representation

Submit your home page & key “section” pages

Turnaround - From a few days to 2 months

“Paid inclusion” also option, but first, let’s check out the free submission!

22

Free Submission Most search engines still offer free search

engine submission from their website.

Turnaround - From a few weeks to 2 months

Get links from websites that Google already has listed in their index. Google's spider will find these links and follow

them to your pages the next time they crawl the web.

23

Fee-based Submissions Offered by Inktomi, Altavista, Fast/Lycos,

Ask/Teoma etc.

For a small fee, guarantees pages will be added quickly & revisited on a regular basis

NO guarantee that the pages will rank well for key terms

Turnaround from a few days to 2 weeks

24

Manual or Automatic Submit? By hand - the most effective Automated software programs – could be

used If you have plenty of traffic and good

rankings, don't resubmit Search engines will deep crawl you through the

links on your site

25

Step 6: Link Popularity Link Popularity - Important pages have

many links or important” links pointing at them

Major component of Google’s Algorithms

Exchange links with sites with a PR3 or higher - Google re-spiders those sites more often.

Linking with another site – not sufficient, Link Reputation very important.

26

Link Reputation

Link reputation is determined by anchor text

Context of links taken into account Use your keyword/phrase in the anchor

text. Content and relevancy of the linking site is

important.

27

Step 7: Big Site? Split It Up Increase representation by subdividing

large sites logically into sub-domains or separate domains

Instead of Do this site.com/movies/ movies.site.com site.com/books/ books.site.com site.com/auctions/ auctions.site.com Or this moviessite.com bookssite.com

28

Benefits of splitting it up Search engines will crawl each sub site to

more depth

Deeper crawl = greater representation = more chances of ranking well

Each site gets its own home page

Directory editors more likely to list multiple sites rather than subsections of the same site Especially if the sites are visually distinct

29

Step 8: Paid Placement Buy your way to the top, usually on cost

per click basis (CPC) or cost per impression (CPM) system

Experience can vary – success can depend on your description, “arrival” page or even search engine you choose

PPC Engines – Overture, Google, Findwhat etc.

30

Step 9: Maintenance Search engine frequently change their

criteria and algorithms to determine rankings.

In order to maintain top positions, keep yourself updated.

Maintain your website with updates and finely tuned modifications.

31

Step 10: Time A successful search engine optimization

campaign may take months (not including the pay per click management)

32

Results of a successful SEO Strategy Higher rankings on search engines. Increased visitor traffic to your site. Control over what search terms your site is

found under. More qualified targets visiting your site, leading

to an increase in sales. An edge over your competitors. Assisting search engine users to find what they

are looking for. A higher return on web site investment.

33

SEO is one of the strongest measures of web promotion

SEO allows potential customers to find you! SEO strategies should be tailored to meet

YOUR needs

Measurement / analysis of SEO campaigns is essential

Optimize your campaign on your objectives, not the level of click throughs you receive

Conclusions

34

Mr. Nilesh Dubey[Sr. SEO Freelancing Consultant]

Ph No. 8108203820 / 9322662117nminfosystem@gmail.com

(Nalasopara East)www.nminfosystem.com

THANK YOU