Post on 19-Jun-2015
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transcript
INDEX
Chapter 1 Introduction…………………………………………….......2
Chapter 2 Internet Marketing………………………………………….3
Chapter 3 Search Engine Optimization………………………………..4
3.1 On page Optimization…………………………………….5
3.2 Off Page Optimization…………………………………….6
Chapter 4 Search Engine Marketing…………………………………..7
4.1 Pay Per Click………………………………………………8
4.2 Cost per Impression………………………………………..9
Chapter 5 Social Media Optimization………………………………….10
Chapter 6 SEO Process……………………………………………….
Chapter 7 Benefit and Scope of SEO……………………………………
7.1 Benefit of SEO………………………………………………
7.2 Scope of SEO………………………………………………..
7.3 Conclusion…………………………………………………..
References………………………………………………………………....
Internet Marketing
Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing
messages to consumers. It includes email marketing, search engine marketing, social media marketing,
many types of display advertising (including web banner advertising), and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising agencies who help
generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics,
and advertising affiliates who do independent promotional work for the advertiser.
Online advertising is a large business and is growing rapidly. In 2011, Internet advertising revenues in
the United States surpassed those of cable television and nearly exceeded those of broadcast television
In 2012, Internet advertising revenues in the United States totaled $36.57 billion, a 15.2% increase over
the $31.74 billion in revenues in 2011. Online advertising is widely used across virtually all industry
sectors.
Search Engine Optimization
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in
a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked
on the search results page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users. SEO may target different kinds of search,
including image search, local search, video search, academic search, news search and industry-
specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the
actual search terms or keywords typed into search engines and which search engines are preferred by
their targeted audience. Optimizing a website may involve editing its content, HTML and associated
coding to both increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is
another SEO tactic.
The plural of the abbreviation SEO can also refer to "search engine optimizers," those who provide SEO
services
On Page Optimization
There are following things we have to cover in On Page Optimization.
W3c Validation
We have to follow the W3C validation standards.
Content comes first
A website with brilliant content can do great with or without SEO, a website with bad content will not
survive with or without SEO, a website with good content can become even better with SEO!
So, what is considered good content?
Original Content (articles, text, images, videos, presentations, infographics, comments etc.) – No copies
or re-writes of existing articles
Content published on your website first – Even if it’s your own content, if you have already published it
on another website then it’s not good for your site.
Content that includes text as well – Try to have text to accompany your non-text content. For example if
you post videos on your website try to add a text description as well. If you add images try to describe in
words what the image is all about.
Content that is useful – Don’t publish content for the sake of publishing. Before hitting the publish
button make sure that what goes live adds value to your website.
Content that is well researched – Users don’t want to read quickly prepared posts and neither does
search engines. If you are writing about a certain topic or answering a question make sure that what you
write is justified and covers both sites of a story. Long articles are proven to rank better than short
articles.
Posting frequency – 2 things are important when it comes to posting frequency. First is to have fresh
content on your website and second to establish a publishing strategy and stick to it.
Page titles, description and formatting
This is SEO 101 but very important as well. When search engines are reading your pages among the
things they check includes the page title, the description of the page, the major headings and images.
They do so because they need to understand what the page is all about and then based on other factors
as well (off page SEO, domain authority, competition etc.), they will place your page in a position in their
index.
Page titles – Each page must have a unique title that will help both search engines and users understand
what the page is about. A page with title “On Page SEO Tips” is better than a page with title
“index.html”.
Descriptions – The page description is what the searcher will see in the search engine results page. So it
has to be descriptive, up to 150 characters and unique for each page. It’s your opportunity to advertise
your page and convince the searcher to click your link and visit your website rather than selecting one of
the other links.
Formatting – A page needs to be properly formatted. Think of it like a report which needs to have a
heading (h1) and sub headings (h2). Important parts of the report are highlighted
withbold, underline or italics.
Do not just throw text on the page but make sure that it is readable as well. Besides the formatting
practices explained above you also need to use a good size font (at least 12px) and split the text into
small paragraphs (max 4-5 lines).
Images – Images are important but these should not increase the loading time of the website. Best
practices for using images:
1) Use original images. If you need to use an existing image from the web you need to reference the
source.
2) Optimise the size of the images – the smaller the size (in bytes) of the image the better. Use yahoo
smush it to reduce the size of an image without sacrificing the quality.
3) Use ALT tag to describe the image – This helps search engines understand what the image is about.
4) Use descriptive filenames – Don’t just name your image ‘image1.jpg’ but try to use descriptive
filenames, for example ‘Man doing push-ups’.
URL Structure
The URL structure is an important part of on-page SEO. Whenever I talk about URL structure, I prefer to
split it into 4 major parts:
Permanent links – Permanent links are the URL’s of each page. Good URLs should be less than 255
characters and use hyphens to ‘-‘separate the different parts.
For example a good URL is:
http://www.reliablesoft.net/seo-tips-for-beginners-15-ways-to-google-boost-your-web-site/
User Sitemap – One of your options in the main menu should be the User Sitemap. This is an html file
that represents the structure of your website.
Internal linking
Linking to pages within your website is very important for SEO because:
1) It’s like building your own web: If you watch the nice tutorial by Google on how search works, you will
see that the first step a search engine spider will do is follow the links they find. So when they arrive at
your page, if you don’t have any other links within the text they will read your page and go but if you
have links pointing to other pages within your website they will take those into account as well.
2) It’s a way to let search engines know about your other pages: As explained above when search
engines find a page with links, they will go and read those pages as well so you can use this technique to
tell search engines about pages of your website they have not yet discovered.
3) It’s a way to tell search engines which are your most important pages: Every website has some pages
that are more important than others. Internal linking is one of the ways to pin-point the most important
pages by sending them more internal links.
4) It’s a way to increase time on site – A user that is reading your post is more likely to click on a link to
read more about a certain subject and thus increase both the time spend on your website and the
number of pages per visit.
Best practices for internal linking:
1) Don’t use keywords only for your internal links
2) Add internal links when they are useful for your reader
3) No more than 7-8 internal links per page (this is my opinion and not based on any research or studies)
4) If applicable you can also use ‘related posts’ at the end of each post for internal linking
Speed and authorship
Last but not least, 2 SEO techniques that are becoming more and more important especially after the
release of penguin 2.0 (or 4.0 as some people like to say it): Speed and authorship.
Speed
Google is investing a huge amount of money to make the web faster. In every Google I/O someone will
talk about the importance of speed and their desire to include the fastest websites in their index. In
order to ‘force’ web site owners to take speed into account they have officially added speed as one of
the ranking factors.
So, we know for sure that web site speed does matter when it comes to SEO and ranking. As a
webmaster your job is to make sure that your website loads as fast as possible by taking into
account Google’s recommendations.
Google authorship
Google is preparing for the next generation of Search and their effort is to rank higher webpages written
by people who have authority on the particular subject. One of the ways to establish authority is by
correlating the content you publish on the web with your Google+ profile. Then depending on how
many followers you have and who follows you, your ranking may change.
Google authorship is still at its early stages but it’s gaining ground fast so you have to create a Google+
profile and bind the profile with your content.
HTML Sitemap & XML Sitemap
A site map (or sitemap) is a list of pages of a web site accessible to crawlers or users. It can be either a
document in any form used as a planning tool for Web design, or a Web page that lists the pages on
a Web site, typically organized in hierarchical fashion. There are two popular versions of a site map. An
XML Sitemap is a structured format that a user doesn't need to see, but it tells the search engine about
the pages in your site, their relative importance to each other, and how often they are updated. HTML
sitemaps are designed for the user to help them find content on the page, and don't need to include
each and every subpage. This helps visitors and search engine bots find pages on the site.
Off Page Optimization
Search Engine Submission
Submit your website to the most popular search engines like Google, Yahoo, MSN, Altavista, Alexa,
Alltheweb, Lycos, Excite, etc., to get listed for free.
Directory Submission
Many people may say that directory submission is dead. As far as I'm concerned it is still alive. It is
purely based on how effectively we are selecting those directories and how efficiently we are
choosing the category for submission. Of course, I agree that it gives quite delayed results, but it is
worth doing it. Submit your websites to the topmost quality directories like DMOZ, Yahoo Directory,
ZoomInfo, One Mission, Pegasus, etc. Nowadays many web directories may offer paid listings but
don't go for it.
Forum Submission
Create a forum/online discussion board of your own and start a discussion or share topics with your
friends. You can also post/reply to a thread in other service-related pre-existing forums that allow
links in your signature which can be crawled by the search engines.
Blog Submission
This is one of the most powerful ways to promote your company/website online. Write a blog of your
own for your company/website and include lots of unique content. Be precise in what you're trying to
convey for the users in your blog entry and promote your blog in blog directories and blog search
engines. You can also promote your blog/website by posting comments in other service-related
blogs which allow links in the comments section that are crawlable by the search engines (these
blogs are commonly identified as Do-Follow Blogs). If you're not very good at writing content for blog
posts, hire a guest blogger for your blog and ask him/her to write precise and unique content so that
your blog can gain more credit from a search engine point of view.
Press Release Submissions
If you are a business/service provider then go for PR submission in popular PR websites like
1888pressrelease, Open PR, PR Leap, etc. This will help you to publish your site in Google News.
Classified Submissions
Do some classifieds submissions to advertise your products for free. Try Craigslist and other major
classifieds sites like Kugli, Myspace, iMadespace, Vivastreet, etc.
Article Submission
Write articles of your own and submit them to popular article sites like Ezine, Go Articles, Now
Public, Buzzle, etc. This will help you to attain some deep links for your website (though it's usually a
slower process).
Social Bookmarking
Social Bookmarking is yet another powerful way of promoting your website, but nowadays most
people are spamming social bookmarking sites without knowing how to use them. Since content in
these websites update frequently, search engines like these types of sites and often visit them (this
is commonly termed as Tagsonomy & Folksonomy in Web 2.0). Do some social bookmarking in
popular bookmarking sites like Digg, Delicious, StumbleUpon, Propeller, etc. You should be very
careful while doing this and you must properly handle the tags which are very essential to broadcast
your news on a wide area network. This may increase your website traffic based on how effectively
you have participated.
Search Engine Marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility insearch engine results pages (SERPs) through optimization and
advertising. SEM may use search engine optimization (SEO), that adjusts or rewrites website content to
achieve a higher ranking in search engine results pages or use pay per click listings.
Comparison with SEO
SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like
Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).
SEM uses paid advertising with Adwords or Bing Ads, pay per click (particularly beneficial for local
providers as it enables potential consumers to contact a company directly with one click), article
submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both
SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and
updated frequently to reflect evolving best practices.
In some contexts, the term SEM is used exclusively to mean pay per click advertising, particularly in the
commercial advertising and marketing communities which have a vested interest in this narrow
definition. Such usage excludes the wider search marketing community that is engaged in other forms of
SEM such as search engine optimization and search retargeting.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves
exploiting social media to influence consumers that one company’s products and/or services are
valuable. Some of the latest theoretical advances include search engine marketing management
(SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI)
management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also
integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per
click SEO. For example some of the attention is placed on the web page layout design and how content
and information is displayed to the website visitor.
Pay Per Click
Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to
websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is
defined simply as “the amount spent to get an advertisement clicked.”
With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display"
advertisements, also known as "banner" ads, are shown on web sites or search engine results with
related content that have agreed to show ads.
In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever people may
be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to
affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-
for-performance model: If an affiliate does not generate sales, it represents no cost to the merchant.
Variations include banner exchange, pay-per-click, and revenue sharing programs.
Websites that utilize PPC ads will display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant content. Such advertisements are
called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on
search engine results pages, or anywhere a web developer chooses on a content site.
The PPC advertising model is open to abuse through click fraud, although Google and others have
implemented automated systems to guard against abusive clicks by competitors or corrupt web
developers.
Cost of Impression
Cost per impression, often abbreviated CPI, is a term used in online advertising and marketing related
to web traffic. It refers to the cost of internet marketing or email advertising campaigns where
advertisers pay each time an ad is displayed. Specifically, it is the cost or expense incurred for marketing
potential customers who view the advertisement(s).
Cost per impression, along with cost per click and cost per order, is used to assess the cost effectiveness
and profitability of online advertising. CPI is the closest online advertising strategy to those offered in
other media such as television or print, which sell advertising based on estimated viewership or
readership. CPI provides a comparable measure to contrast internet advertising with other media.
An impression is the display of an ad to a user while viewing a web page. A single web page may contain
multiple ads. In such cases, a single pageview would result in one impression for each ad displayed. In
order to count the impressions served as accurately as possible and prevent fraud, an ad server may
exclude certain non-qualifying activities such as page-refreshes or other user actions from counting as
impressions. When advertising rates are described as CPM or CPI, this is the amount paid for every
thousand qualifying impressions served at cost.
Social Media Optimization
Social media marketing refers to the process of gaining website traffic or attention through social media
sites.
Social media marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it with their social networks. The resulting electronic word of mouth
(eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks,
instant messages, news feeds) about an event, product, service, brand or company. When the
underlying message spreads from user to user and presumably resonates because it appears to come
from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing
results in ‘earned media’ rather than ‘paid media’.
Social networking websites allow individuals to interact with one another and build relationships. When
companies join the social channels, consumers can interact with them and they can communicate with
consumers directly. That interaction feels more personal to users than traditional methods of strictly
outbound marketing & advertising.
Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by
the product being promoted. By repeating the message, all of the users connections are able to see the
message, therefore reaching more people. Social networking sites act as word of mouth. Because the
information about the product is being put out there and is getting repeated, more traffic is brought to
the product/company.
Twitter allows companies to promote their products on an individual level. The use of a product can be
explained in short messages that followers are more likely to read. These messages appear on
followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos,
etc. This link provides followers the opportunity to spend more time interacting with the product online.
This interaction can create a loyal connection between product and individual and can also lead to larger
advertising opportunities. Twitter promotes a product in real-time and brings customers in.
Facebook profiles are far more detailed than Twitter accounts. They allow a product to provide videos,
photos, and longer descriptions. Videos can show when a product can be used as well as how to use it.
These also can include testimonials as other followers can comment on the product pages for others to
see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook
promotes a product in real-time and brings customers in.
As marketers see more value in social media marketing, advertisers continue to increase sequential ad
spend in social by 25%. Strategies to extend the reach with Sponsored Stories and acquire new fans with
Facebook ads contribute to an uptick in spending across the site. The study attributes 84% of
"engagement" or clicks to Likes that link back to Facebook advertising. Today, brands increase fan
counts on average of 9% monthly, increasing their fan base by two-times the amount annually.
Foursquare
Foursquare is a location based social networking website, where users can check into locations via their
smartphones. Foursquare allows businesses to create a page or create a new/claim an existing venue. A
good marketing strategy for businesses to increase footfall or retain loyal customers includes offering
incentives such as discounts or free food/beverages for people checking into their location or special
privileges for the mayor of that location.
Google+
Google+, in addition to providing the profiles and features of Facebook, is also able to integrate with
the Google search engine. Other Google products are also integrated, such as Google
Adwords and Google Maps. With the development of Google Personalized Search and other location-
based search services, Google+ allows for targeted advertising methods, navigation services, and other
forms of location-based marketing and promotion.
Instagram is a free photo and video-sharing program and social network that was launched in October
2010. The service enables users to take a photo or video, apply a digital filter to it, and then share it with
other Instagram users they are connected to on the social network as well as on a variety of social
networking services. Instagram debuted as a photo sharing network but implemented support for video
on June 2013. As of June 2013, Instagram had 130 million monthly active users.
Blogs
Everyday there are more reasons for companies to use blogging platforms for their social media
repertoire. Platforms like LinkedIn creates an environment for companies and clients to connect
online. Companies that recognize the need for information, originality, and accessibility employ blogs to
make their products popular and unique, and ultimately reach out to consumers who are privy to social
media.
Blogs allow a product or company to provide longer descriptions of products or services. The longer
description can include reasoning and uses. It can also include testimonials and can link to and from
Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are
promotional techniques for keeping customers. Other promotional uses are acquiring followers and
subscribers and direct them to your social network pages.
In a similar fashion, online communities benefit businesses because the online communities enable the
businesses to reach the clients of other businesses using the platform. These online environments can
be accessed by virtually anyone; therefore consumers are invited to be a part of the creative process. To
allow firms to measure their standing in the corporate world, Glassdoor is a site where employees can
place evaluations of their companies.
Some businesses opt out of integrating social media platforms into their traditional marketing regimen
because their employees dislike such isolated online environments. There are also specific corporate
standards that apply when interacting online. Other corporations fear that the general public have too
much power over how their marketing is perceived, due to the accessibility of Internet-retrieved
information. To ensure having the advantage in a business-consumer relationship, businesses have to be
aware of four key assets that consumers maintain: information, involvement, community, and control.
LinkedIn, a professional business-related networking site, allows companies to create professional
profiles for themselves as well as their business to network and meet others. Through the use of
widgets, members can promote their various social networking activities, such as Twitter stream or blog
entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the
opportunity to generate sales leads and business partners. Members can use “Company Pages” similar
to Facebook pages to create an area that will allow business owners to promote their products or
services and be able to interact with their customers. Due to spread of spam mail sent to job seeker,
leading companies prefer to use LinkedIn for employee's recruitment instead using different job portals.
Additionally, companies have voiced a preference for the amount of information that can be gleaned
from LinkedIn profile, versus a limited email.
Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by
location, similar to Yellow Pages. The website is operational in seven different countries, including
the United States and Canada. Business account holders are allowed to create, share, and edit business
profiles. They may post information such as the business location, contact information, pictures, and
service information. The website further allows individuals to write, post reviews about businesses and
rate them on a five-point scale. Messaging and talk features are further made available for general
members of the website, serving to guide thoughts and opinions.
YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The
type of language used in the commercials and the ideas used to promote the product reflect the
audience's style and taste.
Also, the ads on this platform are usually in sync with the content of the video requested, this is another
advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the
content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube,
“for example, a user who searches for a YouTube video on dog training may be presented with a
sponsored video from a dog toy company in results along with other videos.”Youtube also enable
publishers to earn money through Youtube Partner Program.
Delicious & Digg
Delicious and Digg are also popular social marketing sites used insocial media promotion. They are
heavily used by the social media marketers to promote their websites due to their ability to share links.
SEO Process
Search Engine Optimization (SEO) Process Before beginning a search engine
optimization (SEO) project, it is important to understand the process involved in an effective SEO campaign. To that end, we break the process down into the five steps shown below and describe the activities involved in each of these steps. One word on search engine optimization in general first, though. SEO does not start and finish with these steps and the initial work that we do. In order to have ongoing success, it is important to continually monitor results and build meaningful content into the site. I read recently this idea perfectly described by John Tawadros in a newsletter dated May 3, 2007, "it [search engine optimization] is inherently iterative. In short, it is a process, not a project."
1. Keyword Research 2. Reporting & Goal Setting 3. Page Optimization and Content Development 4. Link Building
5. Follow Up Reporting and Analysis
1. Keyword Research
Keyword phrase research involves identifying a group of keyword phrases that will be used in optimization. This step is critical and requires a considerable amount of time to find a good set of phrases that offer a balanced combination of two important factors: high usage by searchers and relatively low competition within the search engines. Determining the most used phrase that contains your targeted keyword(s) is relatively easy. Online tools allow you to enter a particular keyword or words and will return all the ways in which that word(s) was used by searchers in the last month and in what volume. However, the most used phrase(s) is also likely the one with the greatest competition within the search results and may, therefore, not be where you would want to devote your optimization efforts. A more effective approach is to find a set of phrases (10 is a nice round number) that are heavily used by searchers but somewhat less competitive in terms of the total number of search results. For example, assume you own a business that leases apartments in a particular metropolitan area, "Big City." Your apartments are only located in one metro area, so you are not going to select general terms such as "apartments;" you are only interested in those searchers seeking an apartment in your city. The logical place to start is with the name of your city and the word "apartments." You may find that the most used phrase is "big city apartments." However, when you do sample searches in Google and Yahoo for that phrase you realize that the competition for that phrase is steep. If you go back to your findings from the keyword tool, you might find that a phrase such as "apartments in big city" is still heavily used by searchers but is far less competitive. Those phrases are the ones you will then target in the next step, site optimization.
2. Reporting & Goal Setting
After establishing your list of targeted keyword phrases, it is important to understand what the subject site's starting position is within the search engines. Doing so ensures that you know the specific areas that need work and provides a baseline against which to gauge the subsequent campaign's success. Access to site traffic information is very important. These statistics show how searchers are finding and interacting with the subject site, e.g., which search engines, what keyword phrases are being used, bounce rates, most popular content, etc. Understanding the site's traffic level and the source of its referrals can also be a critical tool in making other online marketing decisions - which paid directory links/listings to continue and which to abandon for more effective options. After developing a complete picture of the site's starting position, goals are set for the SEO plan. These goals are measureable (one big advantage of SEO over other advertising options) and tied to the specific business objectives of the site. In the ongoing progress of reporting and follow up, progress towards the plan's goals are analyzed and reported. Adjustments to the SEO plan can be made according to the the findings of these progress reports.
3. Page Optimization and Content Development
Page optimization and content development are critical to search engine success. Content is king in search engine optimization. The search engines love text; high volume, high-quality content related to your business will serve you in a couple of important ways.
First, a site loaded with high-quality content of interest to site users will give them a reason to stay and a reason to come back. After all, the reason they came to your site was to find information. Second, you will receive the added benefit of serving up exactly what the search engines want - content. Search engines will have more information to store about your business and products; that information will translate directly into the ranking they give your site for related keyword phrases. For more information on content development and specific ideas about ways to expand your site's content, read our newsletter article, Content is King. In addition to content development, other important optimization tactics include:
• Page Titles - Make sure that your site's page titles say something other than just your company name or "welcome." Ideally, they need to lead off with your targeted phrase for that page and then follow with your company name.
• Text-Based Navigation - Search engines cannot read images. If your site's navigation system is done with images (most are), you will need a text-based navigation system that the search engines can follow to ensure that all the important service and product-related sub-pages of your site are indexed by the search engines.
• Prominence of Targeted Keyword Phrases - It is not enough to have your keyword phrase(s) somewhere on the web page, the placement and prominence given to them also affects your search engine placement. For example, leading off the site's first paragraph with your keyword phrase gives it more weight than burying it half way down the page in the middle of a paragraph. Also, using larger font sizes and bolding the text can emphasize its importance and positively effect the page's ranking for that phrase.
• Site Map - Developing a site map that includes a well-organized list of links to all the important pages of your site and includes a text link to the site map on your home page is the ideal way to make sure that all the site's pages are indexed by the search engines when they visit the subject site.
• ALT and META data - These are tags not seen by the site's users; they are embedded in the site's html code. ALT tags refer to the text that describes an image -- words that you see pop up as you mouse over some images. In optimizing your company's name, an ALT tag placed behind the image of your company's logo is ideal. Meta tags (there are both description tags as well as keyword tags) are lines of code included in the uppermost section of your site's code. They communicate the page's subject matter and relevancy to the search engines. Further, the short description of your site included in some search results is pulled from the meta description tag of the home page and should, therefore, be used to the site's advantage.
• Clean up the Code - Navigation rollover scripts, other JavaScript-based code, and all CSS scripts should be taken out of the code of each page and put into external files to which each page of the site is referenced. Doing this has several advantages, but one of the most compelling is that your site's keywords and content all move up, up, up in the code, communicating their importance to the search engines and boosting your site's relevancy ratings. In other words, this can boost your search engine rankings by improving the code to text ratio of the page. This is a simple and relatively inexpensive thing to do, depending on the total number of pages in your site.
4. Link Building
Maximize Quality Link Popularity - Link Popularity is the term given to the number of other sites linking to yours. You can check your link popularity with the free tool available on this site (it also allows you to
Compare your link popularity to up to two competitors): http://www.marketleap.com/publinkpop/. Make a list of related businesses with whom you have a relationship, as well as professional organizations, vendors or suppliers that may agree to place a link to your site on theirs. Email your contact in those organizations requesting the link. Each new link to your site increases the likelihood of both the search engines' spiders running across your site as well as searchers looking for services or products like yours. A word of caution: free for all links sites and other low quality sites of that nature are of no use and can, in fact, detract from your progress with penalties from the search engines. Do not waste your time on such sites; stick to respectable, high quality sites in related businesses or industries. Please see the following related articles for more information on link building and SEO. • What is Dandelion Marketing?
• Add Social Media Icons to Your Site's Content
• How to Build Your Site's Link Popularity
• Online Press Releases
5. Follow Up Reporting and Analysis
The same reporting done in the initial phase of the campaign is done again at regular intervals, post-optimization. Rankings, site traffic and other key metrics can then be compared to pre-optimization levels, giving measurable results to the SEO campaign. The specific metrics used in an SEO plan will depend on the goals of that site.
Benefit of SEO
Cost Effective Ways To Advertise
SEO doesn’t have to be massively expensive. Yes, you’ll have to make a decent investment if you want
an expert professional, but they can make you much more money than you’ll part with. If you’re worried
about the cash side of things, consider pay on results SEO. This way, you quite literally have nothing to
lose.
Manage Your Online Reputation
Whether or not you’re aware of it, conversations are probably already happening online about your
business. When you launch an SEO campaign, you’re ensuring that people find your official information
when they search for you, and don’t just get lost in a sea of reviews.
Reach New Markets
You might be operating from London, but there’s no reason why you can’t sell to people in Australia.
You just need to reach them. With SEO, this becomes a valid possibility. In many ways, online marketing
is entirely transforming the world of business.
Improve Your Website’s Usability
Internet users are notoriously impatient, and if your website doesn’t offer them a high quality
experience, they’ll be off to your competitors. When you’re working with a professional SEO
practitioner, they’ll be able to advise you on how to make your site as accessible as possible.
Build Trust
People trust Google. If your website is appearing on the first page of a search, they’re likely to trust you
also. In the days of e-commerce, this is absolutely essential. You could be just about anyone, so you
need to take every opportunity to prove how trustworthy you are.
Increase Traffic To Your Website
Having a website is pretty pointless if you aren’t driving traffic to it. If people can’t see what you’re
selling, they quite simply can’t buy it or even enquire about it. A good website is a wise investment, but
only if you’re going to promote it. SEO is one of the most effective ways to do this.
Stop your Competitors Beating You
If your competitors aren’t already using SEO as part of their marketing mix, you can safely assume that
they soon will be. And when they do, they’ll be taking customers from directly under your nose. Make
sure that you get in there first and get the top search engine results for yourself!
Access To Customer Data
When you start an SEO campaign, you’ll have access to all kinds of wonderful data that can really drive
your business forward. You’ll find out what your customers are searching for online, and this could be
the inspiration for new product lines. This sort of data is invaluable to your business, and could give you
the competitive edge you need.
Results Are Permanent
When you use a traditional form of advertising such as space in newspapers, the results will only last for
a short period of time. But when you use SEO, you’ll continue to appear in the search results for long
after you’ve finished your campaign. Of course, it’s wise to make your campaigns an ongoing
commitment if you want to keep seeing the best results possible, but you won’t lose your rankings
overnight if you don’t.
Scope of Digital Marketing
Digital Marketing is new yet effective name in marketing now days. Digital marketing is the way of marketing products
and services on electronic devices such as computers, tablets, televisions, smart phones and game consoles.
Internet marketing and SEO (Search Engine Optimization) are very important elements of digital marketing.
Digital Marketing is the activity of promoting, advertising and selling products and services using digital distribution
channels. Increasing popularity of internet and online activities has prompted many professionals and business
owners all over the world to tap down the optimum potentials of digital media. Every organization is seeking new
innovations, applications and solutions to promote their products and services in the digital sphere. Bundled software
products, applications and digital marketing solutions are being offered by various software/IT companies now days.
Components of Digital Marketing
Internet Marketing
Televisions
Smart phones/Mobiles/Tablets
Game Consoles
Internet Marketing is further classified in following types of activities.
SEO
SEM
E-Mail Marketing
Display Advertising
Social Media Marketing
RSS Feeds and Newsletters
Benefits of Digital Marketing
Create Demand – Reach the target audience more efficiently.
Drive Engagement – Create exciting, consistent, connected web experiences.
Monetizing – Enriching experience through e-commerce and advertising revenues
Build Reports – Implement solutions that help monitor, measure, analyze and organize reports.
Scope of Digital Marketing
Millions of users are connecting day by day with the digital space. It seems that there is huge scope of digital
marketing in software/IT industry due to increasing demand of products and services related to digital space. Some of
the world’s leading software/IT companies are now providing solutions related to digital marketing.
Every industry whether it is healthcare, telecom, banking or manufacturing seeks digital marketing solutions so that
they can promote their products and services through a cost effective media. Internet Marketing is the best and most
cost effective way of advertising and promoting products and services in digital media.
Digital Marketing in Banking Industry – Banking industry adopting web based and mobile applications all over the
world. Consumers want all kind banking solutions and support services on their finger tips and all web based
applications needs promotion, positioning and branding.
Digital Marketing in Healthcare Industry – Web based applications and solutions make healthcare services more
effective and cost savvy. From appointment booking to treatment and consultation patients and their caretakers want
everything to be online and hassle free. Here digital marketing play important role for promoting web based products
and services.
Digital Marketing in Telecom Industry – Digital marketing solutions help Network Operators in providing user
engagement model. Marketers face the challenge of creating a successful strategy to build more targeted audiences.
Digital marketing model not only provide a way of promoting products and services but also provide rich user
experience, engagement and hassle free support services. IPTV and streaming media are the biggest
Conclusion
Search engine optimization, also known as SEO, is a widely used tool by many companies today. It is the
process of using specially designed techniques to improve the visibility of a certain website in the most
popular search engines. By analyzing the most frequently used keywords; SEO specialists are able to
conduct a strategy that will increase the recognition of a web page. A very important component is the
design of the website - the more work is put into it, the more likely it is that it would be successful. The
content is also important, for it must be correct, with provided sources and without any misleading
information. These are all crucial components of a successful business advertising today, in a society
that demands more information, delivered in a fast and efficient way.
Nowadays, there are plenty of options to increase the SEO of a website, thanks to the unlimited
opportunities Internet provides. The easiest way is to submit the web address to Yahoo and Google and
for a designated fee they will redirect traffic towards that certain website. The good thing is that there
are more options besides these two brand names that can help increase the SEO. There are many
companies who offer this type of services but it is important to know that the provider is reliable and
the invested funds are used the right way. Do a thorough research on the company chosen and read the
customer reviews, for they will show how well the job is usually done.
SEO is not only about writing and using back linking, it is also about advertizing the website in any way
possible. The best way to do that usually is to mention the page anywhere possible - while posting in
blogs or forums, or social network websites. Another great way is to use the most commonly searched
words and phrases and put them in the content of the page, in order for it to appear during the
consumer's inquiry. Using a link to the web page as a signature can also increase the traffic towards that
website and improve the results of the SEO. Another effective way is to include tags as well, especially if
the information provided in the content is relevant and useful to a wide variety of users. This type of
connection between the search engines and the SEO strategies is vital, for even the most professionally
created page is not guaranteed to succeed without proper marketing.