Prayas on SEO & SEM

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PrayasFriday Work-outs session – 18th October 2013

Presented By – Sukanta Kundu


SEO and SEM

SEO & SEM


Internet Marketing

Key internet marketing strategies

• Search engine optimisation (SEO) - no cost per click

• Search engine marketing (SEM) - cost per click


Why is internet marketing

• Driving high quality customers to website

• Increase sales leads for products and services

• Branding online by communicating messages

• Strengthen profile against competitors

• Target a global audience via search engines

• Be accountable ROI tracking (SEM)


Importance of search engines in India

• SEs are the fastest media to reach maximum people

• Google and other SEs have answers to almost all queries – enhancing knowledge/education

• Online business gaining importance due to development and urbanization


Search engine optimization

What is SEO?

SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines

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

“Spiders used to read only text, but now images!”


Search engine optimization/cont’d2. Linking strategies- Gathering inbound links - Aiming at quality of inbound links

- how to increase links:

a) good content

b) good outbound links

c) target a list of sites to request inbound links

“Link relevancy is critical in getting your site indexed by search engines”

“A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites.”


Keyword are keys• keywords are specific/ relevant words that appear the most in a page

• the spider chooses the appropriate keywords for each page, then sends them back to its SE

• web site will then be indexed based on your keywords

• these can be key phrases or a single keywordwrite keyword-rich text

• balance keyword-richness and readability

• always have text in your page: at least 100 words


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.


Search engine marketing/cont’d

Paid listings:

- Advertising programs where pages are

- guaranteed to be included in a SE's index

- no guaranteed ranking

- payment made on a Cost Per Click


Search engine marketing/cont’d

2. Paid placements

- Ads guarantee appearance in organic listings

- The higher the fee, the higher the ranking

- keyword/phrase are attached with CPC fees.


Search engine marketing/cont’dPaid placements - Google

Paid placements


Search engine marketing/cont’dPaid placements - Yahoo

Paid placements


Other internet marketing strategies• Usability driven info architecture (link wheel)

• Effective copywriting

• Affiliate programs

• Email marketing and online newsletters

• Interactive customer relationships

• Web traffic analysis and web analytics


Conclusion

• At per budget take SEO and SEM

• SEM enables ROI tracking (lead & Conversion)

• SEO & SEM are complementary• Recommendation :

- SEO : Slow yet steady results

- SEM : product or service campaign & targeting international markets


A few words to remember

• Do not ever click on the paid ads from the source of the advertisements – it incurs penalty

• One click lost means money loss, time loss

• Ever try to search and find your site with keywords, at least once in day to help increase search clicks

• You should not click on your own ads as it will cause penalty


You and online marketing• A) be prominent on internet with strong profile

• B) be social with a profile to spread your reach

• C) always have a say about your profession

• D) do mention name and links of your employer


Explaining ABCD

• A) be active in FB, Twitter and Google/yahoo/Bing profile with complete detailing of who you are and what you do

• B) make friends and share knowledge and feelings in several events of life : automatically your circle increase

• C) if you can let others know what you do, who knows better opportunity won’t knock your door : share your achievements not just emotions

• D) If you do not mention name and links of your employer, your authentication not proved


Both you & your employer is benefited

• Both get better visibility online sharing links

• Your authenticity enhance your reputation

• Your employer earn better reputation and grow business revenue

• Bonding between you and employer get strong as each feel the importance of the other


Let’s grow mutually

• Next time your SEO friend ask to like a FB share, Plz do not ignore it ; rather comment/share

• Do share your knowledge or opinion about any promotion/content

• Never hesitate to ask for any help in creation of your profile in a strong way

• Be a contributor in company’s promotion and increased ROI is automatically shared with you

• You and I both are SEOs as both want company to grow


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Prayas on SEO & SEM

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Transcript of Prayas on SEO & SEM