Search Engine Optimisation

Agenda Introducing SEO Search Engine Mechanics What are Search Engines Defining SEO Search Engine Mechanics Human Search-Engine Interactions The Need for SEO SEO Friendly Design & Development Keyword Research Usability, User Experience and Content in SEO Link Marketing Measuring SEO effectiveness What to Measure? Role of an Agency

What are Search Engines?

Defining SEO Search Engine Optimization (SEO) is a process by which digital marketers try to ‘improve’ the visibility of a website in a search engine's results, with the objective of gaining ‘targeted’ visitors for the website

Search Engine Mechanics Crawling Indexing Relevant Search Results

Search engines are answer machines Relevance Popularity

Human Search-Engine Interactions There are three types of search queries people generally make "Do" Transactional Queries: I want to do something, such as buy a plane ticket or listen to a song. "Know" Informational Queries: I need information, such as the name of a band or the best restaurant in New York City. "Go" Navigation Queries: I want to go to a particular place on the Internet, such as Facebook or the homepage of the NFL.

Why SEO Ensuring ‘good’ content gets seen Making website ‘friendly’ to search engine robots Qualifying non-text content for search engines to ‘see’ Matching content with search queries Competition Technological advancements

SEO friendly design & development Indexable Content Crawlable Link Structures Keyword Usage and Targeting Title Tags Meta Tags URL Structures Canonical and Duplicate Versions of Content Rich Snippets

Keyword Research Keyword Value Long Tail of Keyword Demand Keyword Research Resources Google AdWords Keyword Planner Tool Google Trends Microsoft Bing Ads Intelligence Wordtracker’s Free Basic Keyword Demand Keyword Difficulty Generic & Brand Keywords

Usability, User Experience and Content in SEO Sites that are “liked” by search engines have some common traits: Easy to use, navigate, and understand Provide direct, actionable information relevant to the query Professionally designed and accessible to modern browsers Deliver high quality, legitimate, credible content

Link Marketing

Measuring SEO effectiveness Google Webmaster tools Bing Webmaster Center Moz Open Site Explorer Google Analytics Other web Analytics

What to Measure Search Engine Share of Referring Visits Search Engine referrals Keyword traffic Conversion Rate by Search Query Term/Phrase Number of pages receiving at least one visit from search engines

Traffic data to be measured Page views Sessions Users Bounce rate Time spent on site New v/s returning users

Role of an Agency

Reading Material http://moz.com/beginners-guide-to-seo

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