A brief introduction to Search Engine Optimization (SEO) how it can help to drive traffic to your website.

1. innovative thinking. wise solutions.
innovative thinking. wise solutions.
Hows, Whats & Whys
of Search Engine Optimization!
March 2009
Mumbai
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What is Search Engine Optimization (SEO)?
Search engine optimization (SEO) is the process of improving the
Search engine optimization (SEO) is the process of improving the
volume and quality of traffic to a web site from search engines via
volume and quality of traffic to a web site from search engines via
quot;naturalquot; (quot;organicquot; or quot;algorithmicquot;) search results. Typically, the earlier a
quot;naturalquot; (quot;organicquot; or quot;algorithmicquot;) search results. Typically, the earlier a
site appears in the search results list, the more visitors it will receive from
site appears in the search results list, the more visitors it will receive from
the search engine.
the search engine.
--http://en.wikipedia.org
http://en.wikipedia.org
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What is Organic Search?
Search engine optimization affects only organic search results,
not paid or quot;sponsoredquot; results, such as Google AdWords.
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How does a Search Engine Works?
The Spider: visits a web page, reads it, and then
The Spider: visits a web page, reads it, and then
follows links to other pages within the site. The
follows links to other pages within the site. The
Spider returns on a regular basis to look for changes.
Spider returns on a regular basis to look for changes.
The Three Parts of
The Three Parts of The Index: Everything the spider reads goes into the index.
The Index: Everything the spider reads goes into the index.
a Search Engine
a Search Engine The index contains a copy of every webpage that the spider
The index contains a copy of every webpage that the spider
reads. When the page changes the index is updated.
reads. When the page changes the index is updated.
The Software: It sifts through the millions of pages
The Software: It sifts through the millions of pages
recorded in the index to rank them in order of what it
recorded in the index to rank them in order of what it
believes is most relevant.
believes is most relevant.
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Why Do You Need SEO?
28%
PPC Advertising
Pre-Emptive Results
(News, Local, Product Feeds, Google Co-op, etc.)
72%
Natural Search Results
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Google Dominates Market Share
Paid = 28% of clicks
63% of US
market share Organic = 72% of clicks
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Yahoo! – A Close Contender
Paid = 40% of clicks
still a major
player with
26% of the US
Organic & Paid Inclusion
= 60% of clicks
market share
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Why is SEO Important for your
Website?
Search engines are one of the primary ways that Internet users find Web sites.
Search engines are one of the primary ways that Internet users find Web sites.
That's why a Web site with good search engine listings may see a dramatic
That's why a Web site with good search engine listings may see a dramatic
increase in traffic.
increase in traffic.
With search you do not hunt for your customers. While they are actively
With search you do not hunt for your customers. While they are actively
interested in your products or services, they hunt for you.
interested in your products or services, they hunt for you.
The earlier a site appears in the search results list, the more visitors
The earlier a site appears in the search results list, the more visitors
it will receive from the search engine.
it will receive from the search engine.
Generally people click on the top 10 links appearing on the first page of a
Generally people click on the top 10 links appearing on the first page of a
Google Search.
Google Search.
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What is to be Done?
Search engine optimization is often about making small modifications to parts of your website. When
viewed individually, these changes might seem like incremental improvements, but when combined
with other optimizations, they could have a noticeable impact on your site's user experience and
performance in organic search results.
• Competitors Analysis.
• Directory submission on Google, Yahoo, MSN etc.
• Editing the website content to increase its relevance to specific key words.
• Editing the website content to remove barriers to indexing activities of the search engine.
• Restructuring the URL of the pages.
• Embedding Keywords and Meta Data into the HTML code.
• Checking for dead links on the site.
• Designing a site map.
• Back Linking the pages from other websites.
• Posting of site URL on relevant forums.
• Social Media Optimization on Social Networking Sites.
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What are the Results of a Proper SEO
Effort?
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How can I know my Site’s Rank?
• Alexa internet inc. is a subsidiary of Amazon.com which is best known for operating a
website that provides information on web traffic to other websites.
• Alexa shows a rank for each website available on the internet.
• It also provides the traffic information of the site.
The figure shows a
The figure shows a
screenshot for traffic details
screenshot for traffic details
of facebook.com which is
of facebook.com which is
ranked 5th in the world with
ranked 5th in the world with
an average traffic of 16.92%
an average traffic of 16.92%
of total internet traffic
of total internet traffic
everyday. It also gives a
everyday. It also gives a
country-wise, ranking and
country-wise, ranking and
average traffic for the site.
average traffic for the site.
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