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SEO, SMO ppt by sushen jamwal

  1. 1. Social media optimization , Search engine marketing & Social bookmarking Confidential © 2012 Foetron Inc.
  2. 2. SOCIAL MEDIA OPTIMIZATION Confidential © 2012 Foetron Inc.
  3. 3. Foetron Inc. How do people use the web to find stuff? • IN THE BEGINNING: DIRECTORIES Directories like Yahoo circa 1997 acted as leaping-off points. • AND THEN CAME: SEARCH ENGINES As search engine algorithms improved, people began simply searching for what they wanted, leading to Search Engine Optimization (SEO). • AND NOW: SOCIAL MEDIA People use blogs, social networking sites, and wikis to find news and information filtered by their interests. Confidential © 2012 Foetron Inc.
  4. 4. Foetron Inc. What is SMO ? • Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Confidential © 2012 Foetron Inc.
  5. 5. Foetron Inc. How to do Social Media Optimization ? • Social Networking • Micro Blogging • Video Promotions • Slide Promotions / Case Study Promotions Blogging • Photo Sharing • Group participation, Answer and comment posting • RSS Promotions • Widgets Promotions Confidential © 2012 Foetron Inc.
  6. 6. Foetron Inc. Social & Professional Networking • Promote at Social Communities like Facebook, Orkut, Myspace • Promote at Business and Professional Networking sites like Linkedin, Plexo, Xing, Brijj, Peer Power, Connexions, siliconindia etc Confidential © 2012 Foetron Inc.
  7. 7. Foetron Inc. Micro Blogging • News promotion, Event Promotion, Company promotions and other promotions via Micro Blogging Sites like Twitter, Pownce, tumblr , Frazr,Plurk,brigntkite identi.ca, mysay etc. Confidential © 2012 Foetron Inc.
  8. 8. Foetron Inc. Video Promotions • Share news, updates, information via most visual tool : Video • Promotion on Youtube, Orkut Profile, Facebook Profile, Myspace profile etc Confidential © 2012 Foetron Inc.
  9. 9. Foetron Inc. Slide Promotions / Case Study Promotions • Making of PowerPoint on different topics and Promote slides via Slideshare, slideburner, scribd to get more Brand recall and Brand visibility • Promote Case Studies / Testimonial via PPT slides Confidential © 2012 Foetron Inc.
  10. 10. Foetron Inc. Blogging • Blog on niche topics for promotion news, event, video • Use blog for cross platform promotions, networking utilities • Getting visitors from niche sectors Confidential © 2012 Foetron Inc.
  11. 11. Foetron Inc. Photo Sharing • Share different photos related to portal can be promoted by Photo Sharing sites like flicker, Picasa, photobucket etc • Increase Brand Recall from your vertical Confidential © 2012 Foetron Inc.
  12. 12. Foetron Inc. Group participation, Answer and comment posting • Participation on different related groups at Yahoo & Google Groups as well as different social networking sites. • Answer question at Yahoo Answer and other related sites • Post relevant comments on vertical specific blogs. Confidential © 2012 Foetron Inc.
  13. 13. Foetron Inc. RSS Promotions • Submit RSS to all major readers, promote through Social Media • Cross promotion of different RSS feeds on blogs • Submit RSS to different ping sites Confidential © 2012 Foetron Inc.
  14. 14. Foetron Inc. Widgets Promotions • Make badge of your site and promote it via site. • Make widgets for promoting news, articles • Use this badge / widgets to blogs and social network profile. Confidential © 2012 Foetron Inc.
  15. 15. Foetron Inc. What is Search Engine Marketing? Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professionals Organization, SEM methods include: search engine optimization (or SEO), paid placement, and paid inclusion. Confidential © 2012 Foetron Inc.
  16. 16. Foetron Inc. What are the organic listings and why is there so much emphasis on them? The Organic Listings appear on the left side of the page and are the results that occur naturally due to advanced search engine algorithms and are not the results of paid advertisements. Confidential © 2012 Foetron Inc.
  17. 17. Foetron Inc. Studies show that 80- 90% of all click through are done through the organic listings. Confidential © 2012 Foetron Inc.
  18. 18. Foetron Inc. How Do Search Engine Rankings Affect Traffic? Confidential © 2012 Foetron Inc.
  19. 19. Foetron Inc. CLICK THROUGH RATE FOR TOP 10 POSITIONS This graph shows that any jump in the organic listings returns a valued increase in traffic to the site. Confidential © 2012 Foetron Inc.
  20. 20. Foetron Inc. Website Design+ SEM=Success When a new site is created it is important that the design team and SEM team work together to create a user and search engine friendly website. Both the user and search engine should easily be able to navigate your site. Confidential © 2012 Foetron Inc.
  21. 21. Foetron Inc. Traffic Trend Analysis It is important to not only know how much traffic is coming to your site but where the traffic is coming from as well as where it is leaving. Confidential © 2012 Foetron Inc.
  22. 22. Website Analysis Tools Confidential © 2012 Foetron Inc.
  23. 23. Firefox Browser Everyone that is serious about the Web should be using the Firefox Browser. It has many useful add on tools that can be http://www.mozilla.com/ used for analyzing your https://addons.mozilla.org/ website, as well as the competition. Confidential © 2012 Foetron Inc.
  24. 24. SEOQuake Use this Firefox Add On to analyze many SEO parameters quickly and easily. Check out everything from a site’s link http://www.seoquake.com/ popularity to the age of a domain to the number of pages indexed in Google. Confidential © 2012 Foetron Inc.
  25. 25. Compete.com The best way to describe this site is to tell you just what the site says “Track your rivals. Then eat their http://www.compete.com/ lunch.” It is use to keep track of a lot of larger online competitors at the same time. Confidential © 2012 Foetron Inc.
  26. 26. Google Toolbar Google’s toolbar has many great features, including bookmarks and more. http://www.toolbar.google.com Be sure to turn on the Google PageRank tool so you can see how Google views a site. Confidential © 2012 Foetron Inc.
  27. 27. SEO Digger Test your site’s top rankings in Google. Find out what keywords your site ranks http://seodigger.com/ well for. Confidential © 2012 Foetron Inc.
  28. 28. Web Marketing Tools Confidential © 2012 Foetron Inc.
  29. 29. Google Analytics Even if you use a more advanced web analytics tool, you should still give Google Analytics a try. http://www.google.com/analytics/ Be sure to setup Goals and track things Confidential © 2012 Foetron Inc.
  30. 30. Google Analytics YouTube Videos Learn how to leverage all the tools in Google Analytics using these YouTube http://www.youtube.com/googleanalytics videos and maximize your return on investment in online marketing. Confidential © 2012 Foetron Inc.
  31. 31. Google Webmaster Tools Learn what Google thinks about your site and identify any major www.google.com/webmasters/tools/ problems. Avoid site issues like duplicate content and broken links. Confidential © 2012 Foetron Inc.
  32. 32. Google AdWords Editor Manage your Google AdWords campaign quickly and easily with this editor. Make http://www.google.com/adwordseditor/ changes and then upload them to your account. Confidential © 2012 Foetron Inc.
  33. 33. PRWeb Get news out about your business and tell the world what’s happening. Use the search engine friendly http://www.prweb.com/ press release to create keyword rich text links back to your site. Confidential © 2012 Foetron Inc.
  34. 34. Social Networking Sites If you haven’t started using these http://www.linkedin.com/ social networking sites to connect with people you know, you are behind the curve! http://www.facebook.com/ Confidential © 2012 Foetron Inc.
  35. 35. Constant Contact Email Once you create a relationship with a customer, you need to continue your communication using an http://www.constantcontact.com/ email tool like constant contact. Confidential © 2012 Foetron Inc.
  36. 36. CRM Tools If your business is B2B, then you need a advanced CRM tool to keep track of http://www.pardot.com/ in-bound web leads. With today’s tools you can easily track sales http://www.salesforce.com/ from online web lead to closed sale offline. Confidential © 2012 Foetron Inc.
  37. 37. Competitive Intelligence Tools Confidential © 2012 Foetron Inc.
  38. 38. Google Alerts Keep track of your competition by setting up alerts to be notified when company http://www.google.com/alerts names and other keyword phrases show up in the Google index. Confidential © 2012 Foetron Inc.
  39. 39. SpyFu Check out your competition in Google AdWords. Find out how http://www.spyfu.com/ much they are spending and what their ads say. Confidential © 2012 Foetron Inc.
  40. 40. Advanced Google Search Operators Thought you knew how to search things in Google? Try out some of these top search operators. http://www.google.com/help/operators.html Be sure to try allintitle: to find out how many web pages are optimized to rank well. Confidential © 2012 Foetron Inc.
  41. 41. Foetron Inc. What is social bookmarking? • From Wikipedia: “A method for internet users to share, organize, search, and manage bookmarks of web resources.” Bookmarks can be saved publicly or privately Bookmarks can be backed up Confidential © 2012 Foetron Inc.
  42. 42. Foetron Inc. Metadata • Descriptions can be added bookmarks in the form of metadata – text comments – votes in favor of or against – tags (keywords) – When many users add tags or comments these tags become a “folksonomy” (folk + taxonomy) Confidential © 2012 Foetron Inc.
  43. 43. Foetron Inc.
  44. 44. Foetron Inc. Advantages • Tags are created by human beings who understand the content in context (not software which attempts to make meaning algorithmically) • People can find pages that haven’t been indexed by search engines yet • Pages ranked according to how many times it is bookmarked by users (not how many external links point to it) • You can access all of your bookmarks from any computer from anywhere. Confidential © 2012 Foetron Inc.
  45. 45. Foetron Inc. Disadvantages • No standard set of keywords • Mistagging (spelling errors) • Inconsistencies – Singular vs. plural – Capitalization • Unclear tags – Personalized schemata • Skewed perspective – Overrepresentation of those applying tags Confidential © 2012 Foetron Inc.
  46. 46. Foetron Inc. Social Bookmarking Tools Three things with: Delicious http://www.youtube.com/watch?v=x66lV7GOcNU http://delicious.com Do more with: Diigo http://www.diigo.com http://www.youtube.com/watch?v=i9khBCRby1s Think inside the box: Simply Box http://simplybox.com Confidential © 2012 Foetron Inc.
  47. 47. Foetron Inc. Delicious Delicious is one of the oldest social bookmarking services. Users can save, share and discover content according to links bookmarked by “Delicious” users. Being a social bookmarking website, Delicious allows users to add various tags, which makes it easy for other users to search links regarding specific keywords. Bookmarks posted on Delicious are public and can be viewed by anyone, (unless a bookmark is marked as private by a user or imported). Confidential © 2012 Foetron Inc.
  48. 48. Foetron Inc. Digg Mainly dubbed as a social news website, Digg is a website where people share links and are given the opportunity to vote the links that they like (Digg). Diggs (links) can be submitted for various categories including Business, Entertainment, Gaming, Lifestyle, Politics, Science, etc. Confidential © 2012 Foetron Inc.
  49. 49. Foetron Inc. Reddit Reddit is a similar service to Digg, with a few exceptions. Users can create Subreddits (groups) where other users post links or text messages. The posts that get more up votes gain better visibility in each Subreddit. Any user can create a Subreddit, as well as comment and vote on posts submitted by other users. When a user submits a post the votes of the post are added as Karma for the user’s profile, which affects his/her standing in the community. Confidential © 2012 Foetron Inc.
  50. 50. Foetron Inc. StumbleUpon StumbleUpon is a website which acts as a search engine for specific kind of content. Users who sign up at StumbleUpon select the content that they are interested in discovering and are shown relevant links (submitted by StumbleUpon users). The Stumble option allows discovering new websites related to a selected range of categories. Confidential © 2012 Foetron Inc.
  51. 51. Foetron Inc. Twitter While some might find it a little confusing to see Twitter in the list of social bookmarking websites, it can be safely said that Twitter offers all features necessary to fit the bill. Twitter not only allows sharing links, but also provides the option to add hash tags, feeds for shared content, items to a favorite list and create lists related to a category for people to follow. Confidential © 2012 Foetron Inc.
  52. 52. Foetron Inc. Sources & References •Google.com •Wikipedia.com http://en.wikipedia.org/wiki/Social_bookmarking •Seomoz.com http://www.seomoz.org/beginners-guide-to-seo •Online Marketing Blog http://www.toprankblog.com/ Confidential © 2012 Foetron Inc.
  53. 53. Foetron Inc. Sushen Jamwal Mail: sushenjamwal@gmail.com Tel: +91-9958867605 Company: Foetron Inc. Confidential © 2012 Foetron Inc.