PRESENTED BY:DIKSHANT SAGAR: M-14-03

KUMAR KUSHAGRA: M-14-07NITIN NEGI: M-14-09

VAIBHAV ARORA: M-14-17

Why is internet marketing important?

It gives companies the ability to:• Drive high quality customers to their website• Increase sales leads from customers looking for their products and services• Build their brand online by communicating marketing messages to their

target audience• Increase their profile against their competitors• Target a global audience via international search engines• Be accountable with ROI tracking (SEM)

Importance of search engines:• 93% of consumers worldwide use search engines to find and access websites• 75% of those users never scroll past the first page of results• 57% of internet users search the web every day• 46% of those searches are for product information or services

85%

6%3% 3% 2%

Search Engine TrafficGoogle Yahoo Aol Bing Others

Search Engine Listing: Getting Indexed• As far as getting listed goes, all search engines have spiders that roam the web

and add sites to their databases as they find them. So the easiest way for Google to index/list your site is to get linked from a site already in Google's index.

• The other way to let Google know about your site is to sign up with Google Webmaster Tools and create an XML sitemap (recommended). If you use Blogger, your sitemap is automatically created for you.

• If you use WordPress, install the All in One SEO plugin and it will help you create more search-engine-friendly content.

How Search Engines Determine Your Rank:• Just because your site is listed/indexed doesn't mean you'll get

traffic. You have to make sure your site is search engine ready.• The general rule of thumb is that most engines use a "formula" to

determine keyword relevancy. The technical term is called an "algorithm", and each search engine has its own unique algorithm that it uses to rank pages.

• Generally, this magic formula consists of your page title, overall body content and the number and quality of links (backlinks) pointing back to your site, social media influence, etc.

Backlinks in Search Engine Listing:• Backlinks are really the foundation of ranking well with most

engines. The more relevant, quality sites that link to you (one-way, not link exchange), the better you will rank overall.

• Always remember, not all backlinks are created equal. It's not about quantity, but quality.

How to Create a Search Engine Listing That Engages Trust

1. The entry must be on the first page of Google.

•It’s painfully obvious to anyone in the search marketing industry that searchers only care about first-page results, and more specifically above-the-fold results on the first page.

•A study from Group M UK with Nielsen determined that users click on the first SERP result 48% of the time, the second result 12% of the time, and the third result 8% of the time. A SERP for a competitive PPC keyword usually has only three organic results above the fold.

2. The entry must not be a PPC ad.

•State of Digital research shows that 93% of SERP clicks are on organic results, not PPC ads.

•Takeaway: When faced with a decision of how to spend your marketing budget — PPC vs. content — keep this in mind: Statistics prove that organic results have higher CTRs and higher conversion rates.

3. The entry must provide information.

•Users will trust a source that they see as knowledgeable. If your SERP provides information or claims to provide information, this will engage a user’s trust.

Continued… 4. The entry must have authorship.

•SERP entries with authorship are signals of the trustworthiness of that entry. It’s a fact that Google authorship is the trust badge of today’s content marketing environment.

5. Write a page title that answer’s the user’s questions.

•The point of your page title is not only to create SEO value, but also to provide user value.

•Underlying every search query are three unstated questions that the user wants answered.

Subject: What is this page about?

Relevancy: Why is this page relevant?

Need: How will this page help me?

If you answer these questions, you will gain the user’s trust and click.

Search engine optimization: What is SEO?

SEO is the process of affecting the visibility of a website or a webpage in a search engine’s unpaid results – often referred to as “natural results”

How do organic search listings work?• A spider or crawler which is a component of a SE gathers listings by

automatically "crawling" the web • The spider follows links to web pages, makes copies of the pages

and stores them in the SE’s index• Based on this data, the SE then indexes the pages and ranks the

websites• Major SEs that index pages using spiders: Google, Altavista, Msn,

Aol, lycos

“Spiders read only text, nothing else”

Why is SEO Important?• The Golden Triangle Study

– Most eye activity on a search page was the top left, forming a Golden Triangle (Enquiro Study)

– SEO pulls more traffic than PPC • 75% Clicks from “Natural” or “Organic” • 25% Clicks from “Paid” or Sponsored ads

• Studies show: 54% of buyers rely primarily on search engines when trying to find a product to purchase online (Jupiter Consumer Study)

• Sites on first page of “Organic” listings are perceived to be an authority—assists w/creating online branding

• SEO gives better ROI than any other marketing

• No bidding wars or click fraud with SEO

SEO strategies/techniques:1. Domain name strategies

- domain names are traffic magnets> 252 million domain names registered

How to choose a domain name that will increase your search engine ranking? - simple, short, no hyphens, no numbers- use keywords, common words, advertising terms, product names- choose a keyword that is important for your business

SEO strategies/techniques: 2. Linking strategies- the more inbound links the higher the SE ranking - If the site linking to you is already indexed, spiders will also receive your site- quality of inbound links is critical - how to increase links: a) good content b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings

SEO strategies/techniques:3. Keywords

- important in optimizing rankings- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them- write keyword-rich text- balance keyword-rich and readability - always have text in your page: at least 100 words

SEO strategies/techniques:4. Title tags

- important in optimising rankings - the first thing that a search engine displays on a search return - must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag - you can use up to 65 characters eg Ebayhttp://www.ebay.com/ (title is littered with keywords)

5. Meta description tags - the next important- displayed below the title in search results- use dynamic, promotional language- use keywords

Meta keywords tags - no longer carry weight with major SEs- a myth that meta keywords alone affect rankings

SEO strategies/techniques:6. Alt tags

- include keywords in your alt tags

7. Submit your website to SEs for indexing- submit your site to search engine directories, directory sites and portal sites - indexing takes 1 wk to 3 months

SEO - what is NOT recommended:

Flash and shockwave - spiders do not pick up these files.Image only sites - spiders do not pick up imagesImage maps - spiders cannot read image maps. Do not use them on your home page or critical pages.Frames - only one page can be titled (titling is critical in search rankings)- If the spider cannot read the complete page (because of the frames), it will not be indexed properly. Some spiders may not even read a frames web site.

Password protected pages – spiders cannot enter password protected pagesPDF files - can be problematic for spiders. Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. - place PDFs lower down in your site

Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic languages. Make sure important pages are HTML, no dynamically generated content.

Drop down menus – spiders cannot read them

How SEO elements affect organic listings:

Title tagMeta description tag (or first para of text if no meta des has been added)

Keywords

Search engine marketing:What is search engine marketing (SEM)?

SEM is the act of marketing a website via search engines by purchasing paid listings

What are paid listings?These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.

1. Paid Placement/ Pay for Placement (PFP):

◦ Advertisers pay to have their pages/content included and ranked artificially higher than other results in an index of similar or competitive content.

◦ The higher the bid, the better the ranking of the result, generally regardless of relevancy.

◦ Paid placements are generally marked as such by being referred to within results as "Features Listings," "Sponsored Links," etc.

◦ The key PFP services include Overture, Google, Ah-ha, and LookSmart.

SEM Strategies/Techniques:

2. Paid Inclusion/ Pay for Inclusion (PFI):

◦ Allows web marketers pay to have guaranteed inclusion. ◦ Paid inclusion only guarantees scheduled index inclusion; it has no effect on

ranking. ◦ The services are usually priced on a per-URL basis and typically guarantee a

year of inclusion. ◦ The key players in the PFI market are FAST, Inktomi, AltaVista, and the

LookSmart and Yahoo directories.

SEM Strategies/Techniques:

Paid placements – Google & Yahoo:

Paid placements

Benefits of SEM:• Cost effective marketing- There is no cost to advertisers until someone shows interest in the ad by

clicking on it.• Targeted marketing- People search for what they are interested; unlike push marketing with mass

media like TV, SEM is more targeted, permission based, and can be constantly optimized for better performance. Keywords Targeting, Geographic targeting, Language.

• Broad reach- With SEM, even SME can target worldwide with limited budget.• Measurable- Data-driven SEM campaigns are measurable with radical improvement in campaign

performance. Return On Advertising Spending (ROAS), Cost Per Sale (CPS),Cost Per Lead(CPL), bounce rate, average time on site, and engagement.

• Flexible budgeting- You can spend as much as millions per month or as little as a few hundred; it’s up to you.

• ROI driven marketing- With proper tracking, your SEM marketing can be measured against ROI.• Timing- You can engage potential customers at precisely the right moment.

What's the Difference Between SEO and SEM?

• The main difference between these two terms is that search engine optimization is simply a component of search engine marketing.

• Search engine optimization (SEO) can be described as strategies and tactics used to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

• Search engine Marketing (SEM) is a broader term than SEO, and is used to encompass different options available to use a search engine’s technology, including paid ads. SEM is often used to describe acts associated with researching, submitting and positioning a website within search engines.

• It is important to note that you should never use the terms SEO and SEM interchangeably, because although they work hand in hand, they are not the same term.

• SEO and SEM are not competing services. SEO is considered a subset of SEM services. If you want to conduct business on the Internet you need to be visible in both organic and advertised links, which means you need both SEO and SEM.

Uses:-• When to Use Free SEO? “free SEO activities have wasted you so much time that you already know how expensive 'free' can be”

1. Less competitive keywords, especially long-tail keywords.2. When you are on a tight budget.

• When to Use Paid SEM?1. For competitive keywords2. When you need lots of traffic in a short period of time3. For better exposure4. To find keywords that convert well

Thank You

Any Questions

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