1. Search Engine Optimisation

2. 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

3. What are Search Engines?

4. 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

5. Search Engine Mechanics
Crawling
Indexing
Relevant Search Results

6. Search engines are answer machines
Relevance
Popularity

7. 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.

8. 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

9. 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

10. 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

11. 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

12. Link Marketing

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

14. 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

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

16. Role of an Agency

17. Reading Material

18. Thank you