UNIT-III

3.1 SEO & SEM

• Next to Email, Search is
the most popular online
activity.
• Google is the no.1 and
most popular search
engine and is getting
better day by day.
Examples popular Search Engines
 The Global search engine
market in 2020

Search Engine Global Market Share

1. Google 92.54%

2. Bing 2.44%

3. Yahoo! 1.64%

4. Baidu 1.08%
 How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in
their database

Search engines indexes the content (text, code) in these documents by

adding it to their databases and then periodically updates this content

Search engines search their own databases when a user enters in a

search to find related documents (not searching web pages in real-time)

Search engines rank the resulting documents using an algorithm

(mathematical formula) by assigning various weights and ranking factors
 How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in
their database

Search engines indexes the content (text, code) in these documents by

adding it to their databases and then periodically updates this content

Search engines search their own databases when a user enters in a

search to find related documents (not searching web pages in real-time)

Search engines rank the resulting documents using an algorithm

(mathematical formula) by assigning various weights and ranking factors
100+ Billion Searches / Month
 Important?
 80% of consumers find your website by first writing a query into a box
on a search engine (Google, Yahoo, Bing)

 90% choose a site listed on the first page

 85% of all traffic on the internet is referred to by search engines

 The top three organic positions receive 59% percent of user clicks.

 Cost-effective advertising

 Clear and measurable ROI

 Operates under this assumption:

More (relevant) traffic + Good Conversions Rate = More Sales/Leads
SEO Effectiveness
 What is SEO?
SEO = Search Engine Optimization

Refers to the process of “optimizing” both the on-page and off-page ranking
factors in order to achieve high search engine rankings for targeted search
terms.

Refers to the “industry” that has been created regarding using keyword
searching a a means of increasing relevant traffic to a website
 SEM (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.
Paid inclusions
- Advertising programs where pages are guaranteed to be
included in a search engine's index in exchange for payment.
- No guaranteed ranking
- Payment made on a Cost Per Click (CPC) basis .
Paid placements
-Advertising programs where listings are guaranteed to
appear in organic listings.
-The higher the fee, the higher the ranking. E.g. sponsored
links and Google’s Adwords
 Benefits Of SEM

It enables
potential Enhances
Potential customers to It is the most chances for
clients are access online cost-effective growing
connected business marketing businesses to
directly with whenever get ahead of
business. strategy.
they want. the
competition.
 Why SEM?

Imagine you’re a customer shopping for handicrafts

but when you arrive at the neighborhood shopping
centre you are greeted by rows after rows of
faceless stores with no signage telling you what’s
available inside – it would be a long and frustrating
task to find what you’re after.

Not using search engine marketing means your

products and site are basically invisible online. No-
one is going to know you sell the best value and
quality handicrafts in the whole place unless you
guide them to your store with the right marketing.

It is like expecting your customers to be able to find

you without making it clear what you’re offering
them.
 SEM (PPC)

Daily analysis of Campaign

Setting up the campaign Campaign setup campaign optimization
• Deep keyword • Uploading
• Bid price • Checking appropriate
research for keywords and
thousands of ad copies • Click rate bidding
words • Uploading • Impressions • Enhance keyword
• Competitor • Conversions selection by removing
landing page
analysis • non -performing
• Tracking code Bounce Rate
keywords and selecting
• Ad copy design insertion on performing/high traffic
• Ad group creation landing page keywords.
• Landing page • Bidding the • Making appropriate
design appropriate changes on the landing
• Landing page price for the page if required.
HTMLization keywords • Make suitable changes
to ad- copies if
required.
Conclusions- SEM
SEM is one of the most professional
and popular ways to generate &
increase the customer visits to a
website.

SEM is a form of internet marketing

that seeks to promote websites by
increasing their visibility in Search
Engine Result Pages(SERPs).

Efficient team of professionals

design digital advertisements to
enhance online sales and business
promotion of the client’s products.
 Why SEO Matters?

• SEO is important
because it improves
the odds of someone
finding your company.
• Online visibility can
help your credibility
and brand awareness.
 SEO Scope

• Optimized page ranking within 4 months

• Atleast 20% increase in web traffic

• Qualitative improvement in brand presence

• Awareness Creation

• Brand Recall
 SEO Methodology

Keyword On Page Off Page Optimization:4

Research: 1 Optimization: 1 months
Month month •Directory Submission
•Large scale •Meta Tags (alternate days)
keyword Implementation •Link Building (daily)
discovery •Accessibility by web •Social
•Search crawler Bookmarking(alternate
volume and •Page Title Assigning days)
competition •Code Optimization •Classified Ads
analysis •Content Optimization Posting(alternate days)
•Client •Remove duplication •Blog Posting (weekly)
validation & of site content if any •Article Posting (weekly)
confirmation •Image & Video •Forum & Social Network
•Final keyword Optimization Posting (daily)
selection •Improvement in •Reviews & Search Engine
website navigation Analysis (1 Month)
 Best SEO
Strategies/Techniques
1. Domain name strategies
•Domain names are traffic magnets.
•Choose a domain name that will increase your search engine ranking.
How?
•Simple, short, no hyphens, no numbers.
•Use keywords, common words, advertising terms, product names.
•Choose a keyword that is important for your business.
2. Linking strategies
The more inbound links the higher the SE ranking quality of inbound links
is critical
How to increase links:
•Good content
•Good outbound links
•Target a list of sites from to request inbound links .

Links for the sake of links can damage search rankings

 Best SEO
Strategies/Techniques
3. Keywords
•Important in optimizing rankings.
•Keywords are words that appear the most in a page.
•The spider chooses the appropriate keywords for each page, then sends
them back to its SE .
•Your web site will then be indexed based on your keywords .
•Can be key phrases or a single keyword.
Like: education centre, best language centre in Delhi, sales training centre
4. Title tags
•The first thing that a search engine displays on a search return.
•Must keywords in title to be ranked no. 1.
•Should have the exact keyword you use for the page.
•Every single web page must have its own title tag.
 Best SEO
Strategies/Techniques
5. Meta description tags

• The next important

• Displayed below the title in search results.
• Use dynamic, promotional language.
• Use keywords
What is a SEO Algorithm?

 Top Secret! Only select employees of a search engines company

know for certain

 Reverse engineering, research and experiments gives SEOs (search

engine optimization professionals) a “pretty good” idea of the
major factors and approximate weight assignments

 The SEO algorithm is constantly changed, tweaked & updated

 Websites and documents being searched are also constantly

changing

 Varies by Search Engine – some give more weight to on-page

factors, some to link popularity
Online Spending Growth
A good SEO strategy:

Research desirable keywords and search phrases

(WordTracker, Overture, Google AdWords)

Identify search phrases to target (should be relevant to

business/market, obtainable and profitable)

Help in writing copy to appeal to both search engines

and actual website visitors

Study competitors (competing websites) and search

engines
 Add Quality content
Constant monitoring of rankings for targeted search
terms
Ranking factors
On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density
Off-Page Factors
#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds
credibility
Pay Per Click

PPC ads appear as “sponsored listings”

Companies bid on price they are willing to pay “per
click”
Typically have very good tracking tools and statistics
Ability to control ad text
Can set budgets and spending limits
Google AdWords and Overture are the two leaders
PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO

• results in 1-2 days • results take 2 weeks to 4 months

• easier-one have little knowledge of • requires ongoing learning and
SEO experience to achieve results
• ability to turn on and off at any • very difficult to control flow of traffic
moment • generally more cost-effective, does
• generally more costly per visitor not penalize for more traffic
and per conversion • SERPs are more popular than
• fewer impressions and exposure sponsored ads
• easier to compete in highly • very difficult to compete in highly
competitive market space competitive market space
• Ability to generate exposure on •more difficult to target local markets
related sites (AdSense) • better for long-term and lower
• ability to target “local” markets margin campaigns
• better for short-term and high-
margin campaigns
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
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
Inbound and Outbound Link
An outbound link, also called an external link, is
a link from your website to a different website.
An outbound link for you is an inbound link for
someone else.
If a link takes readers to another page on the same
website, it's called an Internal link.