seo and sem

© 2012. Insignia FZ LLC. All rights reserved.

The concepts and ideas submitted to you herein are the intellectual property of Insignia FZ LLC. They are strictly of confidential nature and are submitted to you under the understanding that they are to considered by you in the

strictest of confidence and that no use shall be made of the said concepts and ideas, including communication to any third party without Insignia’s express prior consent and/or payment of related professional services in its entirety.

UNDERSTANDING SEO

insigniaworldwide.com

How The Search Engine Works?

Crawls and Reads


Indexes the Content



Access the Content



Search Engine Result



Importance of Ranking Highly

Google Click Distribution

• 93% of users wont go past the first page.

• Less than % goes beyond 2nd page

• More likely to change the search query than

go to second page


What is SEO?

SEO area of ImportanceTechnical

On page

Off Page

15%

40%

45%


Technical Optimization

http://insigniaworldwide.com/

http://www.insigniaworldwide.com/

http://www.insigniaworldwide.com/fullsite.html

look like exactly

the same page? I’ll

have to choose one

for the index.

Canonicalization

Canonicalization is the process of picking the best url when there are

several choices, and it usually refers to home pages.

http://insigniaworldwide.com/

http://www.insigniaworldwide.com/

http://www.insigniaworldwide.com/fullsite.html


On page optimization

Title

Description

Keyword Research & Mapping

Areas to Optimize

• Title tags

• H1 tags

• The anchor text of internal links (don’t use click

here!)

• Include keywords in the url, contents etc. - url

optimization

• Main Content Optimization

• Internal Linking

• Images


Off Page Optimization


Measure and Analyze

Google Analytics

• It is completely free of charge

• Able to find out how your visitors locate your

website

• Able to identify which pages and links your visitors

click the most.

• Able to fine tune your website


How Google analytics can help us on marketing

campaigns?


SEM (Search Engine Marketing)

SEO vs SEM

SEO PPC

Pros Pros

Great Long term ROI Quick Set Up

High Ceiling and Volume Highly Measurable and Quantifiable

More Exposure, Branding, Awareness Less Development Resources Needed

Cons Cons

Tough to Quantify More Expensive

Lots of Work Subject to Ad Blindness

Takes Time

The Difference


Key Principles of PPC

Companies Bid

for prominence

The higher the bid, the

more prominence and

exposure they have

The more clicks they get If all is good, the

more conversion and

thus revenue

Which pays for more ad


Text Ad


Image Ads:


17th floor, Grosvenor Business Tower

Sheikh Zayed Road

P. O. Box 75397, Dubai, UAE

T: +971 4 439 3434

F: +971 4 439 3435

E: [email protected]