Search Engines & Search Engine Optimization

Presentation By

R.VENKAT

CGS INFOTECH LTD

venkat@cgsinfotech.com

Cell No:+91- 9969442624

Topics

• What is Search Engine Optimization ?

• Examples of popular Search Engines

• Why is Search Engine marketing

important?

• What is a SEO Algorithm?

• Steps to developing a good SEO strategy

• Ranking factors

• Basic tips for optimization

What is a Search Engine? • Definition: An internet-based tool that searches an

index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.

• Different than a Directory

• Common Characteristics:

• Find matching documents and display them according Spider, Indexer, Database, Algorithm

• to relevance• Frequent updates to documents searched and

ranking algorithm• Strive to produce “better”, more relevant results

than competitors

Examples popular Search Engines

How Do Search Engines Work?

• Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database.

• Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content.

• Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)

• Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

Search Engines statistics

1. Google – 41.6%

2. Yahoo – 31.5%

3. MSN – 27.4%

4. AOL – 13.6%

5. Ask Jeeves – 7.0%

% bases on usage

Why is Search Engine Marketing important?

• 85% of all traffic on the internet is referred to by search engines

• 90% of all users don’t look past the first 30 results (most only view top 10)

• Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized

• Cost-effective advertising

• Clear and measurable ROI

• Operates under this assumption:

More (relevant) traffic + Good Conversions Rate = More Sales/Leads

What is Search Engine Optimization?

SEO = Search Engine Optimization

– Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

– Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website

What is a SEO Algorithm?

• Top Secret! Only select employees of a search engines company know for certain

• Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments

• The SEO algorithm is constantly changed, tweaked & updated

• Websites and documents being searched are also constantly changing

• Varies by Search Engine – some give more weight to on-page factors, some to link popularity

Steps to developing a good SEO strategy:

• Research desirable keywords and search phrases

• Identify search phrases to target (should be relevant to business/market, obtainable and profitable)

• “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.

• Help in writing copy to appeal to both search engines and actual website visitors

• Study competitors (competing websites) and search engines

• Implement a quality link building campaign

• Add Quality content

• Constant monitoring of rankings for targeted search terms

What a Search Engine Sees

• View > Source (HTML code)

Pay Per Click

• PPC ads appear as “sponsored listings”

• Companies bid on price they are willing to pay “per click”

• Typically have very good tracking tools and statistics

• Ability to control ad text

• Can set budgets and spending limits

• Google AdWords and Overture are the two leaders

PPC vs. “Organic” SEO Pay-Per-Click “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

• 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

Basic Tips & Optimization Techniques

• Research keywords related to your business

• Identify competitors, utilize benchmarking techniques and identify level of competition

• Utilize descriptive title tags for each page

• Ensure that your text is HTML-text and not image text

• Use text links when ever possible

• Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)

• Obtain inbound links from related websites

• Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced

• Educate yourself about search engine marketing

Basic Tips & Optimization Techniques

• Research keywords related to your business

• Identify competitors, utilize benchmarking techniques and identify level of competition

• Utilize descriptive title tags for each page

• Ensure that your text is HTML-text and not image text

• Use text links when ever possible

• Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)

• Obtain inbound links from related websites

• Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced

• Educate yourself about search engine marketing

Agenda

• Industry Research

• What is SEO

• SEO Process

• Technical aspects of SEO

• Social Media - MySpace Optimization

• Measuring SEO success

• SEO Tools

What is SEO ( Search Engine Optimization )?

• The process of improving web pages so they rank higher in search engines for your targeted keywords.

Crawlability / Optimized Code

Internal Link Structure

Link Popularity / Relevance

Key Factors

Content Relevance

Where are the Organic Results?

Organic

Pay Per Click

Pay Per Click

Industry Research – Who gets the clicks?

The vast majority of clicks -- roughly 60 percent, go to organic listings.

Source: Enquiro, 2006

Organic Clicks vs Paid Clicks

Industry Research: Organic SEO is the most popular form of SEM

Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%

Industry Research & The case for SEO

• The majority of clicks are going to Organic listings.

• SEO is the most popular form of SEM.

• SEO provides a high ROI.

• Many people don’t go past the 1st page in the Search results.

• Users trust the Natural results to be more relevant to their Search query.

Reasons to conduct SEO

*Sources: Iprospect Research, eMarketer

SEO ProcessStep 1: Discuss Business objectives.

Step 2: Conduct initial keyword analysis.

Step 3: Identify the keyword/landing page combinations.

Step 4: Interim Client Approval for Keyword/Landing Pages.

Step 5: Baseline Ranking & Traffic reports.

Step 6: On-site & Off-site optimization.

Step 7: Detailed Recommendation documents.

Step 8: Implementation.

Step 9: Monitoring and Optimizing: We provide monthly reporting and

optimization recommendations. The reporting is compared to

the baseline (or previous month’s results) to identify trends

and help guide additional adjustments.

Technical SEO

1. Comprehensive Website Analysis

2. Keyword Research and Analysis.

3. Baseline Ranking report.

4. Competitive analysis in Search Engines.

5. Content Analysis & SEO Copywriting.

6. Analysis of URL structure & information architecture.

7. Analysis of internal linking.

8. Analysis of source code and page layout.

9. Code validation.

10.Search Engine Saturation.

11.Link Popularity Analysis.

12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Page Title

Alt-Tags

Link Title Tags

Site-Side Optimization

Technical SEO - Example of Page Elements

Anchor Text

Navigation

Technical SEO - Source Code

Title Tag

Javascript

Meta data

Measuring SEO success

• Keyword Ranking.

• Website Traffic.

• Increase in "Share of Traffic" per keyword.

• Increased Revenue/keyword.

• Increase in Impressions ( good for Publishers to show advertisers).

• Lower dependence on Paid Search.

• Lowering the cost per acquisition.

About CGS Infotech Ltd

• CGS Infotech Ltd. is an ISO 9001:2000 company providing range of web-services and BPO solution since 1995.

• CGS Infotech’s mission is to create a new level of success for its clients.

• CGS Infotech is debt-free, profit making privately held company with 3 offices in Mumbai at Kandivali,and Bhayander.

• CGS has effectively launched Pay Per Click – Google Adwords campaign for its clients.

Infrastructure• CGS Infotech operates out of spacious software

development center with capacity of 50 people in Mumbai, India. The company has offices at 3 locations in Mumbai and a subsidiary company in Delaware, USA. CGS Infotech has multiple redundant Internet connectivity and dedicated leased line. All centers of CGS Infotech are equipped with high-speed computers, routers, switches, high-performance software and productivity tools. CGS Infotech owns and manages high-end Windows and Linux servers in most reliable data-centers in Tampa, Florida and Mumbai, India.

Services Provided CGS Infotech offers

• Search Engine Optimization

• Pay-Per-Click services

• Outstanding Software Development

• Business Process Outsourcing

• Website Design

The company’s vast array of services are designed the enable clients to reduce cost, increase profits, protect their business and build the brands.

Clients CGS Infotech serves thousands of clients in industries as diverse as

healthcare, telecom, travel, industrial, manufacturing, trading, legal services and technical services. CGS InfoTech’s current customers include:

. Tata,

. Reliance,

• VSNL,

• Satyam (Sify)

• Mid-day Multimedia

• HDFC Bank

• Hindustan Unilever

• The Resorts Mumbai

• Godrej Industriess

• Sahara Group

• The Indian Hume Pipe

• Aplab

• B4U TV

• DTDC

• ICICI Bank

.

Global Partnerships

CGS Infotech is having partnership with Network Solutions, Inc, Google and NTT Verio.Susan Baron (Manager - VeriSign - Now Network Solutions) has expressed following sentiments:  "Cyberweb Global Services (CGS) is our Premier Partner since 1996. We are certain that you will be as pleased with the performance of CGS Infotech as we are."

Testimonials• We are pleased with the service and the results that

we have received from the promotion of our group of websites on most search engines.

 

- Mr. Amit Mahajan Exchangenext (Reliance Group Of Companies)

• We are pleased to record our appreciation of the services provided by your company over the past two years in designing, hosting, promoting and maintaining our website.

 - Mr. M. Balachandran Bank of Baroda, USA

Contact Us : INDIA

• CGS Infotech, Inc.

• 201, Gundecha Industrial Complex,

• Akurli Road, Kandivali (East), Mumbai - 400101. India

• Tel No: +91-22-2885-1689 / 2885 2015/67253346

• Fax No: +91-22-2885-1680.

• Mobile No: +91-92210-45058

• E-Mail: info@cyberwebglobal.com

USA

• CGS Infotech, Inc.

• 501 Silverside Rd, Suite 105

• Wilmington, DE 19809 USA

• Toll Free Number: 1-866-249-4291

• Hosting Support No: +91-92210 45057 Domain Support No: +91-92210 45057

• E-Mail: customercare@cyberwebglobal.com

THANK YOU

CGS INFOTECH LIMITED

201,Gundecha Ind: Complex

Akurli Road,Next to Big Bazaar,

KANDIVALI (W),Mumbai-400101

Tel No: +91-22-2885-1689 /

2885 2015/67253346

www.cyberwebglobal.com