Search engine optimization (SEO) and search engine marketing (SEM) are both important for increasing online visibility and driving traffic to websites. SEO involves optimizing website content to improve organic rankings, while SEM includes paid advertising on search engines. Key differences are that SEO strategies are free but take longer, whereas SEM provides faster results through paid placement and inclusion but at a cost. An effective approach uses both SEO and SEM techniques.

1. PRESENTED BY:
DIKSHANT SAGAR: M-14-03
KUMAR KUSHAGRA: M-14-07
NITIN NEGI: M-14-09
VAIBHAV ARORA: M-14-17

2. Why is internet marketing important?
It gives companies the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for their products and
services
• Build their brand online by communicating marketing messages to their
target audience
• Increase their profile against their competitors
• Target a global audience via international search engines
• Be accountable with ROI tracking (SEM)

3. Importance of search engines:
• 93% of consumers worldwide use search engines to find and access websites
• 75% of those users never scroll past the first page of results
• 57% of internet users search the web every day
• 46% of those searches are for product information or services
85%
7%
3%
3% 2%
SEARCH ENGINE TRAFFIC
Google Yahoo Aol Bing Others

4. Search Engine Listing:
Getting Indexed
• As far as getting listed goes, all search engines have spiders that roam the
web and add sites to their databases as they find them. So the easiest
way for Google to index/list your site is to get linked from a site already
in Google's index.
• The other way to let Google know about your site is to sign up with
Google Webmaster Tools and create an XML sitemap (recommended). If
you use Blogger, your sitemap is automatically created for you.
• If you use WordPress, install the All in One SEO plugin and it will help you
create more search-engine-friendly content.

5. How Search Engines Determine Your Rank:
• Just because your site is listed/indexed doesn't mean you'll get
traffic. You have to make sure your site is search engine ready.
• The general rule of thumb is that most engines use a "formula" to
determine keyword relevancy. The technical term is called an
"algorithm", and each search engine has its own unique algorithm
that it uses to rank pages.
• Generally, this magic formula consists of your page title, overall
body content and the number and quality of links (backlinks)
pointing back to your site, social media influence, etc.

6. Backlinks in Search Engine Listing:
• Backlinks are really the foundation of ranking well with most
engines. The more relevant, quality sites that link to you (one-way,
not link exchange), the better you will rank overall.
• Always remember, not all backlinks are created equal. It's not
about quantity, but quality.

7. How to Create a Search Engine Listing That
Engages Trust
1. The entry must be on the first page of Google.
•It’s painfully obvious to anyone in the search marketing industry that searchers only care about first-
page results, and more specifically above-the-fold results on the first page.
•A study from Group M UK with Nielsen determined that users click on the first SERP result 48% of the
time, the second result 12% of the time, and the third result 8% of the time. A SERP for a competitive
PPC keyword usually has only three organic results above the fold.
2. The entry must not be a PPC ad.
•State of Digital research shows that 93% of SERP clicks are on organic results, not PPC ads.
•Takeaway: When faced with a decision of how to spend your marketing budget — PPC vs. content —
keep this in mind: Statistics prove that organic results have higher CTRs and higher conversion rates.
3. The entry must provide information.
•Users will trust a source that they see as knowledgeable. If your SERP provides information or claims
to provide information, this will engage a user’s trust.

8. Continued…
4. The entry must have authorship.
•SERP entries with authorship are signals of the trustworthiness of that entry. It’s a fact that
Google authorship is the trust badge of today’s content marketing environment.
5. Write a page title that answer’s the user’s questions.
•The point of your page title is not only to create SEO value, but also to provide user value.
•Underlying every search query are three unstated questions that the user wants answered.
Subject: What is this page about?
Relevancy: Why is this page relevant?
Need: How will this page help me?
If you answer these questions, you will gain the user’s trust and click.

9. Search engine optimization:
What is SEO?
SEO is the process of affecting the visibility of a website or a
webpage in a search engine’s unpaid results – often referred to
as “natural results”
How do organic search listings work?
• A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
• The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
• Based on this data, the SE then indexes the pages and ranks
the websites
• Major SEs that index pages using spiders: Google, Altavista,
Msn, Aol, lycos
“Spiders read only text, nothing else”

10. Why is SEO Important?
• The Golden Triangle Study
– Most eye activity on a search page was the top left,
forming a Golden Triangle (Enquiro Study)
– SEO pulls more traffic than PPC
• 75% Clicks from “Natural” or “Organic”
• 25% Clicks from “Paid” or Sponsored ads
• Studies show: 54% of buyers rely primarily on
search engines when trying to find a product to
purchase online (Jupiter Consumer Study)
• Sites on first page of “Organic” listings are
perceived to be an authority—assists w/creating
online branding
• SEO gives better ROI than any other marketing
• No bidding wars or click fraud with SEO

11. SEO strategies/techniques:
1. Domain name strategies
- domain names are traffic magnets
> 252 million domain names registered
How to choose a domain name that will increase your search engine
ranking?
- simple, short, no hyphens, no numbers
- use keywords, common words, advertising terms, product names
- choose a keyword that is important for your business

12. SEO strategies/techniques:
2. Linking strategies
- the more inbound links the higher the SE ranking
- If the site linking to you is already indexed, spiders will also receive your site
- quality of inbound links is critical
- how to increase links: a) good content b) good outbound links c) target a list of sites
from which you can request inbound links
- links for the sake of links can damage your search rankings

13. SEO strategies/techniques:
3. Keywords
- important in optimizing rankings
- keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each page, then sends them back
to its SE
- your web site will then be indexed based on your keywords
- can be key phrases or a single keyword
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them
- write keyword-rich text
- balance keyword-rich and readability
- always have text in your page: at least 100 words

14. SEO strategies/techniques:
4. Title tags
- important in optimising rankings
- the first thing that a search engine displays on a search return
- must keywords in title to be ranked no. 1
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters eg Ebay
http://www.ebay.com/ (title is littered with keywords)
5. Meta description tags
- the next important
- displayed below the title in search results
- use dynamic, promotional language
- use keywords
Meta keywords tags
- no longer carry weight with major SEs
- a myth that meta keywords alone affect rankings

15. SEO strategies/techniques:
6. Alt tags
- include keywords in your alt tags
7. Submit your website to SEs for indexing
- submit your site to search engine directories, directory sites and portal
sites
- indexing takes 1 wk to 3 months

16. SEO - what is NOT recommended:
Flash and shockwave - spiders do not pick up these files.
Image only sites - spiders do not pick up images
Image maps - spiders cannot read image maps. Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search rankings)- If the spider cannot read the
complete page (because of the frames), it will not be indexed properly. Some spiders may not even
read a frames web site.
Password protected pages – spiders cannot enter password protected pages
PDF files - can be problematic for spiders. Although some search engines can index them, the pages
must be interpreted into HTML and can lose much of their content.
- place PDFs lower down in your site
Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic
languages. Make sure important pages are HTML, no dynamically generated content.
Drop down menus – spiders cannot read them

17. How SEO elements affect organic listings:
Title tag
Meta description tag (or first para of text if no meta
des has been added)
Keywords

18. Search engine marketing:
What is search engine marketing (SEM)?
SEM is the act of marketing a website via search engines by purchasing
paid listings
What are paid listings?
These are listings that search engines sell to advertisers, usually
through paid placement or paid inclusion programs. In contrast, organic
listings are not sold.

19. 1. Paid Placement/ Pay for Placement (PFP):
◦ Advertisers pay to have their pages/content included and ranked artificially
higher than other results in an index of similar or competitive content.
◦ The higher the bid, the better the ranking of the result, generally regardless of
relevancy.
◦ Paid placements are generally marked as such by being referred to within
results as "Features Listings," "Sponsored Links," etc.
◦ The key PFP services include Overture, Google, Ah-ha, and LookSmart.
SEM Strategies/Techniques:

20. 2. Paid Inclusion/ Pay for Inclusion (PFI):
◦ Allows web marketers pay to have guaranteed inclusion.
◦ Paid inclusion only guarantees scheduled index inclusion; it has no effect on
ranking.
◦ The services are usually priced on a per-URL basis and typically guarantee a
year of inclusion.
◦ The key players in the PFI market are FAST, Inktomi, AltaVista, and the
LookSmart and Yahoo directories.
SEM Strategies/Techniques:

21. Paid placements – Google & Yahoo:
Paid placements

22. Benefits of SEM:
• Cost effective marketing- There is no cost to advertisers until someone shows interest in the
ad by clicking on it.
• Targeted marketing- People search for what they are interested; unlike push marketing with
mass media like TV, SEM is more targeted, permission based, and can be constantly optimized
for better performance.Keywords Targeting, Geographic targeting, Language.
• Broad reach- With SEM, even SME can target worldwide with limited budget.
• Measurable- Data-driven SEM campaigns are measurable with radical improvement in
campaign performance. Return On Advertising Spending (ROAS), Cost Per Sale (CPS),Cost Per Lead(CPL), bounce rate, average
time on site, and engagement.
• Flexible budgeting- You can spend as much as millions per month or as little as a few hundred;
it’s up to you.
• ROI driven marketing- With proper tracking, your SEM marketing can be measured against ROI.
• Timing- You can engage potential customers at precisely the right moment.

23. What's the Difference Between SEO and SEM?
• The main difference between these two terms is that search engine optimization is simply a component
of search engine marketing.
• Search engine optimization (SEO) can be described as strategies and tactics used to ensure that a site is
accessible to a search engine and improves the chances that the site will be found by the search engine.
• Search engine Marketing (SEM) is a broader term than SEO, and is used to encompass different options
available to use a search engine’s technology, including paid ads. SEM is often used to describe acts
associated with researching, submitting and positioning a website within search engines.
• It is important to note that you should never use the terms SEO and SEM interchangeably, because
although they work hand in hand, they are not the same term.
• SEO and SEM are not competing services. SEO is considered a subset of SEM services. If you want to
conduct business on the Internet you need to be visible in both organic and advertised links, which
means you need both SEO and SEM.

24. Uses:-
• When to Use Free SEO?
“free SEO activities have wasted you so much time that you already know how expensive 'free' can be”
1. Less competitive keywords, especially long-tail keywords.
2. When you are on a tight budget.
• When to Use Paid SEM?
1. For competitive keywords
2. When you need lots of traffic in a short period of time
3. For better exposure
4. To find keywords that convert well