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SEARCH ENGINE OPTIMIZATION - BASICS

Phase I

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Search Engine BasicsKeyword Research & AnalysisCompetitor Analysis

Module I

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Search Engine BasicsWhat is SEO? Whenever you enter a query in a

search engine and hit 'enter' you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO).

Cont….

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Cont….

• SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.

• This SEO tutorial covers all the necessary information you need to know about Search Engine Optimization - what is it, how does it work and differences in the ranking criteria of major search engines.

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How Search Engines Work• First, search engines crawl the Web to see what is there.

This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google).

• Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or two.

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How Search Engines WorkDLK TECHNOLOGIES


What are Keywords?

• Keywords are those specific words which are searched in a search engine. When you search any information on the web in any order, you open a search engine and write some keyword describing what you are looking for. At the other end, the search engine checks your desired keyword related information in its database and shows the results listing pages according to the words submitted.

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Keyword Research :The process of finding and deciding upon the best keyword phrases on which to bid in order to advertise a particular web site.

For Example:https://adwords.google.com/select/KeywordToolExternal

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https://adwords.google.com/select/KeywordToolExternal




Keyword Analysis

• The keywords are the words that web surfers use in the search engines to look for the product / service / information needed

http://www.1stwebdesigner.com/design/right-keyword-analysis-website/

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Competitor Analysis

• Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.

• Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment

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http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Strategic_management

http://en.wikipedia.org/wiki/Competitor

Queries?

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SEARCH ENGINE OPTIMIZATION – ON PAGE

Phase II

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Module II

Meta Title

Meta Keywords

Meta Description

Image optimization

Heading Tags

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Meta Title

• There seems to be some confusion on the web today regarding the Meta Title Tag and the actual Title Tag. In fact, when doing a search for the term Meta Title, Google brings back information on the actual Title Tag, not the Meta Title.

The Title Tag is expressed as:

<TITLE>Page Title Here </TITLE>

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Meta Keywords

• Some search engines will use the name and content attributes of the meta element to index your pages.

• The following meta element defines keywords for a page:

<meta name="keywords" content="HTML, CSS, XML" />

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Meta Description

• The required content attribute specifies the content of the meta information.

• The value of the content attribute depends on the value of the name or http-equiv attribute.

<meta name = "description" content = “Free Web tutorials" />

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Image optimization

• I normally follow a set of principles for image optimization like these –

- Always plug a small-medium size image.

- Follow a standard size image like the one above, which goes well with small and big articles alike.

- Keep the file names as descriptive and SE friendly as possible.

- Keep their image file sizes low-medium for quick loading.

- Use ALT and Title attributes to it, with descriptive text (a plug-in picks up the file name for it automatically.)

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How to use the ALT TagDLK TECHNOLOGIES


Heading Tags

• The <h1> to <h6> tags are used to define HTML headings.

<h1> defines the most important heading.

<h6> defines the least important heading.

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Queries?

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SEARCH ENGINE OPTIMIZATION – ON PAGE

Phase III

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Module III

W3C Compliance

Robots.txt

Sitemaps

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HTML Validation

• This document comments on “HTML validation” as performed by software such as the online services W3C Validator and WDG Validator, and A Real Validator, a product for offline use on Windows. “CSS validation” will be briefly discussed too.

• http://validator.w3.org/

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http://validator.w3.org/

http://www.htmlhelp.com/validator/

http://www.arealvalidator.com/

What is Robot.txt

• The Robot Exclusion Standard, also known as the Robots Exclusion Protocol or robots.txt protocol, is a convention to prevent cooperating web spiders and other web robots from accessing all or part of a website which is otherwise publicly viewable.

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Robot.txt Pictorial Representation

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Site Map

• Site Maps are at the heart of Search Engine Friendly Design. They make it very quick and easy for the search engines to find and index every page on your web site by putting links to every page in one spot.

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Queries?

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SEARCH ENGINE OPTIMIZATION – OFF

PAGEPhase IV

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Module IVURL Submission

Directory Submission

Social Bookmarking

Article Submission

Press Releases

Forum Posting

Blog Creation / Comments

Link Building

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Directory Submission

• If you are a business owner and seeking to make presence of your website on the World Wide Web then directory submissions is the most viable option.

• The basic aim of directory submission is to create one way links to a website. This in turn generates more traffic flow towards your website and improves the search engine rankings.

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Directory Submissions - Benefits

• Back links

• Search Engine Indexing

• Frequent visits by spiders

• Anchor Tex

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Article Submission

• There are many ways on how to advertise online. A website owner will always find ways on how to seek an advantage from the internet for full promotion of his website. There are several ways on how to do this. One of these methods is submission of articles.

Article submission is an advertising tool that can increase traffic to your website. However, it must be used effectively. The basic things to know are: knowing how it will work for you and finding specific ways on how to make use of its strong points to help you.

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Press Releases• Press release has gained great significance in SEO lately. The concept

is to release the latest product info or the latest happenings about a company to the world by using media. There are lots of great free press releases websites.

Here is my list:

1. http://www.1888pressrelease.com/2. http://www.clickpress.com/3. http://www.pr9.net/4. https://www.pr.com/5. http://www.pr-inside.com/6. http://prurgent.com/7. http://www.prcompass.com/8. http://www.pressabout.com/9. http://www.prlog.org/ etc……………………

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Forum Posting• Forums posting can be

explained as building a community forum on internet which is certainly a very challenging task and one can not attain it easily. As in today's dynamic world the excellence of people is reaching heights and this is giving lead to the people who want to get into community which is full of lively chats, attractive debates and informative chats.

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Blog Creation / Comments• There are different descriptions of that concept.

According to most of the articles on the Internet 'blog' is short for 'weblog', a frequently updated publication of comments and thoughts on the web. Usually it is reflecting the views of the blog's creator.

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Social Bookmarking• Social bookmarking is a method for Internet users to

organize, store, manage and search for bookmarks of resources online.

• Unlike file sharing, the resources themselves aren't shared, merely bookmarks

that reference them.

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Queries?

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SMM – SOCIAL MEDIA MARKETING

Phase V

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What is Social Media?

• “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”

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What is Social Media?

• Social Media is Inbound Marketing

• Social Media helps the SEO

• Social Media promotes YOU (Profile, Blog,... footprint)

• Social Media is Permission Centric

• The conversation has already started…

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Social Media State of Mind

• I don’t understand this Social Media stuff.

• Similar to a business cocktail reception

• Without constraints of time or space

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Business Cocktail Party Advice

•Meet people and start conversations

•Answer questions – help others

•Ask questions – trust others’ advice

• Become a real member of the community

•Add value to the community

•More effective than live cocktail parties

•No boundaries of time or space

•Other people can listen in easily

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3 Types of Social Media

• Publish

• Share

• Network

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Social Media: Publish

• Everyone can publish anything for everyone

• Wiki, flicker, YouTube, RSS, Face book

• Publish: “Everything you have anywhere you can”

• Monitor what others publish, promote it

• Empower your customers to publish

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Social Media: Share

• Anyone can promote anything to everyone

• Dig, mix, del.icio.us, Stumble

• Monitor hat’s being shared about

• Monitor what’s being shared about you

• Find where your audience hangs out

• Promote your content and other content

• Produce content your audience will love

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Social Media: Network

•Anyone can connect with everyone from anywhere

•Network through groups

• LinkedIn, Face book, Orkut

•Make friends / Make connections

• Find your existing connections

•Add to your email signature, blog articles, bio or profile…

• Be helpful / Answer questions

• Share interesting content

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Queries?

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ADWORDS

Phase VI

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PPC – Pay Per Click

• Google Ad Words

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• http://www.youtube.com/watch?v=bf557vxyz4U&NR=1

• http://www.youtube.com/watch?v=8K16bLvAJj8&feature=relmfu

URL Link for Google Ad words

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URL Link for Face book Ad words

• http://www.facebook.com/advertising/?campaign_id=402047449186&placement=pflo&extra_1=0

etc…………..

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Queries?

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The End...


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