Search Engine Optimization
Guided by:
Ms. Megha Kuliha
Ms. Neha Sharma
Made by:
Maitreyee Mathur
Megha Agarwal
Pratibha Anand
Group no. 23

Introduction
 Search engine optimization (SEO) is the
process of affecting the visibility of
a website or a web page in a web search
engine's unpaid results.
 It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
search results on search engines.

 SEO helps the engines figure out what each
page is about, and how it may be useful for
users.
 SEO allows webmasters to provide clues
that the engines can use to understand
content. In fact, adding proper structure to
your content is essential to SEO.

 Understanding both the abilities and
limitations of search engines allows you to
properly build, format, and annotate your
web content in a way that search engines
can digest. Without SEO, a website can be
invisible to search engines.

Problem Domain
Why do we need SEO today?
Where does the problem lie?

Let us consider a situation:
 You wish to buy a “blue denim shirt”.
 You decide to look for it online
 You type “buy blue denim shirt online” in the
Google search engine bar
 What happens next?
 A race has begun!!

 E commerce websites like these are numerous
in numbers. And all of them will be fighting to
get listed in the SERP for the search you just
made.

 Where do you look for the search results?
 First page, second, maybe third…
 A maximum of 5 pages in the worst case scenario
 Now what happens to the sites that do
not make it to the top 5 pages of the
search results?
They loose out customers, traffic and conversions
What is the use of making a website if
people do not visit it?

 In today’s world where all major businesses have
gone online, if your website is not listed among the
top few pages of search results, your business can
suffer major setbacks
 So what is the solution?
 Answer is Search Engine Optimization
 SEO enables you to not only get listed on SERP
but also expand your business
 Studies have proved that SEO can boost the
number of visitors on your website by 400% and
customer conversions by 100%

This is where SEO belongs:
DIGITAL MARKETING
•Digital marketing is an umbrella term for
the marketing of products or services using digital
technologies, mainly on the Internet, but also
including mobile phones, display advertising, and
any other digital medium.
•The way in which digital marketing has developed
since the 1990s and 2000s has changed the way
brands and businesses utilize technology and digital
marketing for their marketing.

•The use of digital marketing in the digital era
not only allows for brands to market their
products and services but also allows for
online customer support through 24/7
services to make customer feel supported
and valued.
•The use of social media interaction allows
brands to receive both positive and negative
feedback from their customers.

BRAND AWARENESS
1. Ease of access
•Information accessed at a fast rate using many digital mediums,
such as Facebook, YouTube, Forums, and Email etc.
•The targeted audience is able to ask questions about the brand
and get familiar with it which traditional forms of Marketing may
not offer.
2. Competitive advantage :
•Businesses are able to pinpoint behavioral patterns of clients
and gather feedback on their needs which has a larger impact on
those consumers who are active social media users.

3. Effectiveness:
•Digital marketing enables us to reach vast numbers of potential
consumers at a same time.
•No geographical limitations
This allows companies to become international and expand their
customer reach to other countries other than the country it is based
or originates from.

In today’s competitive market SEO is more important than ever. Search
engines serve millions of users per day looking for answers to their
questions or for solutions to their problems. If you have a web site, blog or
online store, SEO can help your business grow and meet the business
objectives.
Search engine optimization is essential because:
•The majority of search engines users are more likely to choose one of the
top 5 suggestions in the results page so to take advantage of this and gain
visitors to your web site or customers to your on-line store you need to rank
as higher as possible.
•SEO is not only about search engines but good SEO practices improve the
user experience and usability of a web site.
•Users trust search engines and having a presence in the top positions for
the keywords the user is searching increases the web site’s trust.
WHY SEO???!!

•SEO is also good for the social promotion of your web site. People who
find your web site by searching Google or Yahoo are more likely to
promote it on Facebook, Twitter, Google+ or other social media channels.
•SEO is also important for the smooth running of a big web site. Web
sites with more than one author can benefit from SEO in a direct and
indirect way. Their direct benefit is increase in search engine traffic and
their indirect benefit is having a common framework (checklists) to use
before publishing content on the site.
•SEO can put you ahead of the competition. If two web sites are selling
the same thing, the search engine optimized web site is more likely to
have more customers and make more sales.

How will we do it?

 We will build an interactive website and
perform search engine optimization for the
same.
 We will buy an appropriate domain name as
well as web hosting for the website.
 This will be preceded by an exhaustive
keyword research on our part.

 There are mainly two kinds of SEO
techniques
 On page SEO
 Off page SEO
 Apart from this we’ll be using web analytics.
 Google analytics is the service which would
help us in this.

On Page SEO
 On page SEO is carried out on every page of the
website. It includes those changes that we make to
our site or on the lines of which we develop a
website, that make it search engine friendly.
 Techniques that come under it:
 Original and relevant content
 Meta tags
 Meta description
 Keyword density
 Sitemaps
 URL structure
 Image SEO
 Internal linking

Off Page SEO
 Off page SEO deals with attracting visitors
through other websites, that are good and
authoritative. In off page SEO, we do not work
upon our own website.
 Techniques:
 Back linking
 Forum posting
 Social bookmarking
 Search Engine Submission
 Link exchange
 Photo Sharing

THANK YOU !!!! 