Search Engine Optimization

1. Prepared By: Raju Makwana

2. Agenda
 Introduction - What is SEO?
 Reasons to conduct the SEO
 SEO process
 Activities
 Types
 Categories of search engine
 Examples popular Search Engines
 SEO tools
 Measuring SEO Success
 Basic Tips and Optimization Technique

3. Introduction - What is SEO?
Search engine optimization (SEO) is the
process of improving the visibility of a website
or a web page in search engines via the
"natural" or un-paid ("organic" or
"algorithmic") search results.
It uses of various techniques to improve a
web site's ranking in the search engines and
thus attract more visitors

4. Reasons to conduct the SEO
Search can help you achieve your business
goals
Brand visibility / findability
Paid search is becoming more expensive
People prefer the natural results
SEO helps you build a better website

5. SEO Process

6. Cont…
Website Analysis
• Website Review
• Competitor Analysis
• Current site positioning
Client Requirements
• Reasons for SEO
• Get Client Expectations
• Set Goals & Targets

7. Cont…
Keyword Research
• Initial Keywords List
• KW List Expansion
• Final list of Keywords
Content Writing
• Keyword incorporation in
content
• Landing page creation

8. Cont…
Website Optimization
• New Navigation Plan
• HTML Code optimization
• Removal of unnecessary Flash and
JavaScript
• On-page updates like Title Tags,
Meta Tags, Internal Links,
Headings, Images and
• ALT Tags
• Addition of Site Map

9. Cont…
Submission of Website
• Anchor Text creation
• Submission to Web Directories
• Search Engine Submission
Link Building
• Finding quality link partners
• Contacting link partners
• Replacing old or removed links

10. Cont…
Reporting
• Keyword Ranking
Reports
• Website Traffic Reports
• Link Popularity Reports
• Targets & Goals
Achievement

11. Activities
Retrieving
Calculating Relevancy
Processing
Indexing
Crawling

12. Types
The service of On-page optimization:- It basically
deals with fine-tuning the contents in the website.
This in turn will make the site rank high in the search
engines.
The main services included in the on-page
optimization are keyword analysis, optimizing
website content HTML coding, building keyword rich
content, creation of optimized title and META tags,
and implementing various separate search engine
submission methodologies to promote the website.

13. Cont…
Off-page optimization:- it deals with the
implementation of a theme-based link building
strategy. This results in the improvement of the
website in link popularity and reputation. It also
ensures that the businesses get only qualified
links.
For example submitting your site to the top
search engines for link sharing will automatically
increase the rank of your site .

14. Categories of search engine
Web search engines
Selection based Search engine
Metasearch engines
Desktop search tools
Web portals
Vertical markets

15. Examples popular Search Engines
 Represent 88.86% of all search engines.

16. Search Engines Statistics
Ask
Jeeves
: 7.0%
AOL :
13.6%
MSN :
27.4%
Yahoo :
31.5%
Google :
41.6%

17. 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.

18. 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

19. Cont…
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

21.  Thank You………