Analysis of Search Engine Optimization Techniques and Social Media as a marketing Tool.

1. Presented By,
Sayali Ugale,
MMS IV (Systems)
JDBIMS

2. Session Outline
• Introduction to Digital Media
• Role Digital Media in Marketing
• Objective of the study
• Search Engine Optimization
– On Page Optimization
– Off Page Optimization
• Research Methodology
• Analysis
• Findings
10/23/13
2

3. Digital Media
• Digital media is a form of electronic media where data are
stored in digital form.
• Desktop computers, laptops, handheld devices such as PDAs,
IPhones and even MP3 Players.
• Textual Content, Images, Audio, Video
10/23/13
3

4. Role of Digital Media in Marketing
• Textual Content
• Images
– Write about your business,
products and services
– Take photos, create
diagrams & charts
– Share & post your
Expertise
– Share or post on Internet
• Audio
– Record your expertise
– Share
10/23/13
• Video
– Make creative videos
about business
– Share
4

5. Objective of The Study
•
Digital Marketing has changed the way brands connect with their
customer
•
The smartest digital marketing harnesses the unique abilities of the new
channels to deliver smarter solutions
•
Main objective of the research is to analyze how customer acquisition
has been revolutionised by using Search Engine Optimization Techniques.
•
To examine how online event promotion campaigns can be planned so
that target audience sees the specific event information.
10/23/13
5

6. Search Engine Optimization
• Search engines find and rank your site higher
than the millions of other sites in response to
a search query. SEO thus helps you get traffic
from search engines.
• Terminologies:
– Crawler/spider/googlebot
– Indexing
– Retrieve pages
10/23/13
6

7. Search Engine Optimization
10/23/13
7

8. Different Search Engines
Bing
•
•
•
•
•
•
10/23/13
Backlinks are less
important
Inbound anchor text is
more important:
quantity is less
important but quality
of anchor text is more
imp
On page factors
matters more
Page rank matters less
Fresh content matters
less
Yahoo
•
•
Google
Gives more preferences •Focuses more on Page rank
to web directories
•Considers both on page and
It gives importance to
off page optimization factors.
title tag, description,
keyword and other on
page optimization
terms.
It is more flash friendly
8

9. On Page Optimization
• Optimization of the web pages in the website.
– Keywords
– Page layout
– Headings
– Title
– Meta tag
– Img Tag etc.
10/23/13
9

10. Off Page Optimization
•
Submission to search engine
•
Inbound links (Backlinks)
•
Anchor Text
•
PageRank
•
Presence on Social networking sites
•
Blogging, online forums
•
Deep Linking
•
PPC/CPC
•
Call to Action
10/23/13
10

11. Research Methodology
• Analytics Tools for Search Engine Optimization:
– WooRank
– HubSpot Website Grader
– SEOWorker
10/23/13
11

12. Analytics Terms
•
•
•
•
•
•
•
•
10/23/13
www resolve
robots.txt
Underscores in URL
DMOZ listing
Favicon
404 Error Page
Conversion Forms
Microformats
12

13. www.ohdesignstudio.com
10/23/13
13

14. www.ohdesignstudio.com
10/23/13
14

15. SEO Analysis
OH! Design Studio
•
<title>OH! Design Studio ||</title>
•
<meta name="Description" Content="OH! Design Studio">
•
<meta name="keywords" Content="OH! Design Studio,Graphic Design,Sohel
Kaura,Mumbai,India">
•
<meta Content="OH! Design Studio,Graphic Design,Sohel Kaura,Mumbai,India"
name=topic>
10/23/13
15

16. www.ohdesignstudio.com
10/23/13
16

17. SEO Analysis Report (HubSpot)
OH! Design Studio
Activity
www.ohdesignstudio.
com
Top of the Funnel
Fill the top of your sales and marketing funnel by creating, optimizing,
and promoting unique and interesting content.
Top 3 Action Items
12%
Middle of the Funnel
Convert traffic into leads and leads into customers by focusing on the
middle of your funnel and using landing pages, conversion forms, email
marketing and social media.
2 Action Items
0%
Analytics
Know what marketing activities are working (or aren't working) for you by
measuring your successes and failures.
2 Action Items
0%
10/23/13
17

18. SEO Analysis
OH! Design Studio
Page
Home
page
Studio
Page
10/23/13
<title>
OH! Design
Studio IndiaBranding,
Print,
Advertising
Niche Graphic
Design Studio
in India | OH!
Design Studio
<description>
<keywords>
<img alt>
OH! Design Studio is a
niche design house
specializing in brand
communication &
environmental graphics
in print and electronic
medium. We help your
brand find the place it
wants to be in!
Branding, Logo, Brochure, print,
advertising, oh design studio,
sohel kaura mumbai, graphic
designer india, website design,
packaging,creative strategy,
India's leading graphic designer
Services at OH! Design- Identity
Design,Brand
communication,Print,Advertisin
g,Book Design,Exhibition,
Website, Retail Design,
Stationery | Creative Strategy
for Brand Communication |
Contact Us
OH! Design Studio
specializes in identity
design, brand
communication, print &
advertising, designing
coffee table books,
packaging, website and
exhibition modelling.
ohdesign studio, creativity,
brand strategy, branding, design
solutions for marketing, logo,
identity design,brochure, brand
communication,printing,print
and advertising, packaging
design, retail graphics,
exhibition modelling,
stationery,business
cards,graphic designer india
18

19. www.ohdesignstudio.com (after SEO)
10/23/13
19

20. www.ohdesignstudio.com (after SEO)
10/23/13
20

21. www.ohdesignstudio.com (after SEO)
10/23/13
21

22. SEO Analysis Report (After SEO)
Activity
www.ohdesignstudio.
com
Top of the Funnel
Fill the top of your sales and marketing funnel by creating, optimizing,
and promoting unique and interesting content.
Top 3 Action Items
19%
Middle of the Funnel
Convert traffic into leads and leads into customers by focusing on the
middle of your funnel and using landing pages, conversion forms, email
marketing and social media.
2 Action Items
25%
Analytics
Know what marketing activities are working (or aren't working) for you
by measuring your successes and failures.
2 Action Items
100%
10/23/13
22

23. SEO Analysis (WooRank)
OH! Design Studio
Sr. No
Basis Points
Before SEO
After SEO
1
Dynamic Grade
26.5
43.6
2
Overall review
o
o
o
Successfully passed 10
Room for improvement 5
Errors to fix 22
o
o
o
Successfully passed 18
Room for improvement 3
Errors to fix 16
3
Mobile
Optimization
Website is not optimized for
Mobile Visitors
Web page is super optimized
for Mobile Visitors
4
Title
Low Impact
Medium Impact
5
Headings
Missing
Found H1 and H2 tags
10/23/13
23

24. SEO Analysis (WooRank)
OH! Design Studio
Sr. No
Basis Points
Before SEO
After SEO
6
Flash
Yes (Bad for SEO)
NO (Good)
7
SEO Links
Found total of 1 link,
Found a total of 32 links
•External Link:
o noFollow ( 0% )
o Passing Juice ( 0% )
•External Link:
o noFollow ( 0% )
o Passing Juice ( 3.2% )
•Internal Links: ( 100% )
•Internal Links: ( 96.8% )
8
Favicon
No
Yes
9
Load Time
Slow
Fast
10
Language
Missing
Declared the language
(Great)
10/23/13
24

25. www.ohdesignstudio.com (after SEO)
10/23/13
25

26. www.ohdesignstudio.com (after SEO)
• Top of the funnel activity has increased by 7% that is there is
an impact of content of the website on the SEO and which
will lead to success of the campaign.
• Middle of the funnel activity has increased by 25%.
– SEO helps to convert traffic into leads and leads into customers, so by
implementing SEO techniques such as use of landing pages,
conversion forms, email marketing and social media.
• Impact of Analytics has increased by 100%.
– Analytic tools help you to measure your successes and failures and
accordingly take the decisions.
10/23/13
26

27. JDBIMS Website
Activity
Top of the Funnel
Top 3 Action Items
31%
Middle of the Funnel
3 Action Items
0%
Analytics
1 Action Item
0%
10/23/13
Findings & Recommendation
jdbims.net
1. No Blog Found
• Create a blog for your company.
• Add more pages to your website containing unique and
useful content, probably by blogging.
• Get more inbound links to your website.
2. SEO
• Create more content. The more content you create, the
easier it is for visitors and search engines alike to find
you. And getting found is the first step to getting leads!
• Your mozRank is 4.4, which is good.
• 131 other sites have linked to your site.
• Here are 2 authoritative pages that are linking to you.
3. Social
• Facebook Fan Page has 76 fans.
• Add a landing page with a conversion form to your
website.
• Add social subscriptions link or buttons to your
homepage.
• Get more mentions on Twitter by being more
conversational.
•
Start measuring your marketing with analytics.
27

28. New Website
10/23/13
28

29. Analysis Report (SEO Worker)
Sr. No.
1
Basis Point
Title Tag
Findings
•
•
•
•
2
Meta Description Tag
•
•
•
10/23/13
Recommendations
Title: Management
Institute for Women
The title tag contains 30
characters which is
perfect.
The title tag relevancy to
the page content is 100%
which is perfect.
Stop Words: for
•
•
The title contains stop words
which are ignored by the most
search engines.
Try to minimize the use of stop
words, such as a, an, of, on,
etc., as they consume character
count and offer no value.
Meta Description:
Management Institute for
Women
The description meta tag
contains 30 characters
which is too short.
The description meta tag
relevancy to the page
content is 100% which is
perfect.
•
Improve meta tag description.
•
Include more description with
important keywords involved in
it.
29

30. Contd..
Meta Keywords Tag
•Keywords / keyphrases:
Management Institute for
Women,
• Keywords contains stop words
which are ignored by the most
search engines.
•The keywords meta tag
contains 2 keywords /
keyphrases which are not
enough or are too few.
3
• Keep the tag to between 4 and
8 keywords or keyword phrases,
to separate the different
keywords and keyword phases
simply place a comma between
the terms.
•The keywords meta tag
relevancy to the page
content is 100.00% which
is perfect.
4
Image Alt Attribute
Not found
We should include Alt tab in the
image tag.
5
Headings
Not Found
Include headers in the content of
the webpage
10/23/13
30

31. Findings
•
According to research around 87% people visit social networking sites
daily. It is advantageous for promotion of events on such sites to attract
and inform target population about future/upcoming events.
•
According to research most of the people have an account on facebook,
Linkedin, Google+ so these sites may provide good platform for event
promotion.
•
Event information shared by friends make other people aware of the
upcoming events and secondly the page of the event is itself great source
of promotion of event.
10/23/13
31

32. Findings
• We know mobile computing hype these days, and
according to user preferences they want to be
updated about events through SMS.
• Event advertisement should be displayed on
relevant websites so that user will get to know
about events from different sources.
• Direct email to target audience will be preferred.
10/23/13
32

33. Conclusion
•
You have to face huge competition, when it comes to setting up a new
business.
•
Website is the basic thing to have a good start up.
•
Search engine optimization helps you bring natural traffic to your
website. With proper skills and knowledge in SEO you can find a massive
difference in the sales of your products in quick time.
•
Marketing activities like blogging, social bookmarking, posting
newsletters and classifieds, forum participations, article marketing and
other social networking activities help in generating back links to the
website.
10/23/13
33

34. Thank You …
10/23/13
34

35. Favicon
Findings
Back
10/23/13
35

36. Robots.txt
• It’s a request for search engines to not index certain
pages or directories.
• This can help prevent duplicate content or irrelevant content
issues.
• E.g.
– <meta name="robots" content="noindex"> <-- the page is not
indexed, but links may be followed
10/23/13
– <meta name="robots" content="noindex,nofollow"> <-- the page is
not indexed & the links are not followed.
36

37. Microformats
• E.g : without microformats
• With microformats
• Another example is:
10/23/13
More..
37

38. Microformats (Contd..)
There are several types of microformats, Google currently only
supports 6 major ones. Those are:
•hcard – for marking up business card or profile information
•hReview – for dealing with individual user reviews
•hReview-aggregate – basically a summary of hReviews (think,
overall or average rating)
•hProduct – for marking up products, prices, and all things ecommerce
•hCalendar –dates and appointments
•hRecipe – Recipes and ingredients
10/23/13
38