Kapil Juneja

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• Kapil Juneja
• Chief Executive Officer
• SEO Placement, Inc.
• (http//www.SEOPlacement.com)

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Why bother with search engines?

• 81 of Internet consumers find web sites via
  search engines directories.
• Top 30 results receive over 90 of search
  traffic.
• If your site is not in the Top 30, it most likely
  wont be found.
• Source Forrester Research Inc.

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Main methods of accessing websites (Red Sheriff
April 2001)

• 46 of visitors come from Search Engines. Red
  Sheriff
• 55 of online purchases originate from Search
  Engines. Overture
• A search engine visitor is 5 X more likely to
  convert to a sale than a visitor from a banner
  ad. Search Engine Watch

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Why perform Search Engine Optimization (SEO) ?

• Answer
• To ensure that your website is easily found by
  people searching for content relevant to your
  website

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Importance of SEO

• The 1 way to find new websites online is
  through Search Engines.
• 4 out of every 5 Internet users say they use a
  Search Engine daily.
• 80 of all Search Engine users say they stop
  looking for a site after the first 30 results.

Source Webmaster Group International
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How does SEO work?

• As the art of successful SEO develops, there are
  two different optimization models evolving

• Traditional search engine optimization
• Meta tags
• Doorway pages
• Link popularity
• Website themes
• Search engine submissions

• Pay-Per-Click
• Multiple URLs
• Keyword buys (search engine listings)
• Keyword auctions (search engine listings)
• Keyword advertisements (Banner and button
  placements)

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Implementing an SEO Strategy

• Step 1 Online Objectives
• Step 2 Keyword Research Analysis
• Step 3 Directory Listing
• Step 4 Create content rich pages
• Step 5 Submission to Crawlers
• Step 6 Link Popularity Analysis
• Step 7 Big Site? Split It Up
• Step 8 Paid Placements
• Step 9 Maintenance
• Step 10 Time

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Step 1 Online Objectives

• Online Sales/Marketing Objectives
• The business objectives of your website
• The number of products/services you are trying to
  promote on your website
• The geographic location of the market you are
  targeting
• The results you want to see
• The amount of money you are prepared to spend
• Online Marketplace / Competition
• The amount of competition for keywords related to
  the content of your website
• Have you identified the RIGHT keywords?

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What are Keywords used for?

• Search engines index words
• Content development
• Meta data Title, Description, Keyword tag
• Link strategies
• URL, domain and sub-domain development
• Paid Listings KWP buying

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Step 2 Formulate Keyword Strategy

• Well-researched key phrases
• Identify general and related keywords/key phrases
• Relevant keyword phrases
• Identify the keywords that your prospects
  actually search upon
• Popular keyword phrases
• Identify the most traffic driving keywords

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Keyword Research Tools

• WordTracker.com
• Goodkeywords.com
• Overture Search Suggestion Tool
• http//inventory.overture.com/d/searchinventory/su
  ggestion
• Google AdWords
• https//adwords.google.com/select/main
• Related searches at Yahoo, HotBot, AllTheWeb.

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Types of Search Engines

• Directories list web sites using human editors
• Crawlers use automation to read your pages
• Paid or CPC engines list sites based on payment
• Distribute listings to others
• Most search engines have primary results from
  one source, which defines what they are
• Other sources, like paid listings, may be
  available

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Step 3 Directory Listing

• Must be done properly the first time with the
  correct Title, Description and in the relevant
  Category.
• Directory Listing increases the probability that
  your website will rank high on other search
  engines.
• Search engines look at directory listings to
  measure your website's credibility.

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Major Directories

• Yahoo - very popular search site
• Open Directory distribute results to Google,
  AOL Search, Lycos US, HotBot others
• Looksmart - powers primary resultsat MSN Search,
  popular on its own

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Yahoo How it works

• Commercial sites must pay to submit
• costs 299 / site.
• Non-commercial content accepted for free
• Google results provide backup if no matches in
  Yahoos own listings

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ODP How it works

• Similar to Yahoo, submit descriptions, titles,
  choose category as with Yahoo
• NO submission fees!
• In general, one category per URL
• If not listed in 3 weeks, resubmit
• Still not listed? Follow up with editors
• Still not listed! Try a less populated category
• Boots vs. Athletic Shoes

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LookSmart How It Works

• Titles, Descriptions, Categories Keywords Most
  important to ranking, so write carefully
• LookListings Small Business
• For single commercial listing
• One time 49 submit fee, then 0.15 per click

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Step 4 Create content rich pages

• What words do you think each page in your website
  is relevant for?
• Now look again at the pages.
• Are you actually using these words???
• Try searching your own site for these words.
• If you can't find them, search engines won't
  either!

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Keyword-Rich Body Text

• Content on the pages must contain keywords spread
  out throughout the pages maintaining the keyword
  density.
• Good content on different topics using HTML text
• Ideally, have a page or section with real
  content for each key term

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Doorway Pages

• Make a page for 2-3 terms
• Easier to understand -- maybe more effective (and
  maybe not)
• Spamming, if done in excess
• In general, some sites must use doorways, but for
  many others, consider them in combination with
  optimizing your natural content

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Design Issues

• Search engines prefer big, dumb ugly HTML pages
• Design issues that can impact ranking (or just
  indexing) especially include
• Splash pages, frames dynamic delivery
• Avoid heavily nested tables

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Crawling your website

• Search Engine Crawlers can spider every page on
  your site.
• Every search engine crawler looks at different
  components of your web page to determine your
  rankings.
• Making a search engine friendly helps the
  crawlers spider websites easily

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Major Crawlers

• Google standalone, Yahoo, Netscape, AOL (soon),
  many others
• Inktomi primary results at MSN, Overture,
  HBot, iWon, others
• FAST Search Lycos AllTheWeb.com
• AltaVista Standalone
• Teoma owned by feeds Ask Jeeves

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Step 5 Submission To Crawlers

• Crawlers should find you naturally, but
  submitting may speed the process and may increase
  your representation
• Submit your home page key section pages
• Turnaround - From a few days to 2 months
• Paid inclusion also option, but first, lets
  check out the free submission!

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Free Submission

• Most search engines still offer free search
  engine submission from their website.
• Turnaround - From a few weeks to 2 months
• Re-submit your pages with the utmost frequency
  allowed by each individual search engine.

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Fee-based Submissions

• Offered by Inktomi, Altavista, Fast/Lycos,
  Ask/Teoma etc.
• For a small fee, guarantees pages will be added
  quickly revisited on a regular basis
• NO guarantee that the pages will rank well for
  key terms
• Turnaround from a few days to 2 weeks

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Manual or Automatic Submit?

• By hand - the most effective
• Automated software programs could be used
• Submit new pages on a regular basis
• Don't resubmit to directories
• If you have plenty of traffic and good rankings,
  don't resubmit
• Search engines will deep crawl you through the
  links on your site

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Step 6 Link Popularity Analysis

• Link popularity means that the more external
  links that are made to your website, the more
  popular your website is perceived to be, and thus
  the higher it will rank.
• Important pages have many links or important
  links pointing at them
• Context of links also taken into account
• Major component of Googles Algorithms
• Exchange links with your industry related
  websites.

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Step 7 Big Site? Split It Up

• Increase representation by subdividing large
  sites logically into sub-domains or separate
  domains

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Benefits of splitting it up

• Search engines will crawl each sub site to more
  depth
• Deeper crawl greater representation more
  chances of ranking well
• Each site gets its own home page
• Directory editors more likely to list multiple
  sites rather than subsections of the same site
• Especially if the sites are visually distinct

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Step 8 Paid Placement

• Buy your way to the top
• Usually on cost per click basis (CPC) but Google
  also has cost per impression (CPM) system
• Experience can vary success can depend on your
  description, arrival page or even search engine
  you choose
• May have little control over who exactly sees
  your paid placement

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Pay per click options

• Overture lists sites in descending bid order. Top
  listings (1-3, 1-5) distributed to major search
  engines such as such as Yahoo, MSN Lycos
• Google has CPM CPC programs. Self-serve AdWords
  is ranked by CPC x clickthrough. Distribution, as
  with AOL, growing
• LookSmart / LookListings has a constant CPC
  program with rates of 0.15 per click.
  Distribution with MSN.

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Step 9 Maintenance

• In order to maintain top positions, frequent
  submissions are absolutely necessary for most
  businesses.
• Search engine frequently change their criteria
  and algorithms to determine rankings.
• In order for your website to comply with the
  latest ranking criteria, it is necessary to
  maintain your optimized files with updates and
  finely tuned modifications.

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Step 10 Time

• A successful search engine optimization campaign
  may take months (not including the pay per click
  management)

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Results of a successful SEO Strategy

• Higher rankings on search engines.
• Increased visitor traffic to your site.
• Control over what search terms your site is found
  under.
• More qualified targets visiting your site,
  leading to an increase in sales.
• An edge over your competitors.
• Assisting search engine users to find what they
  are looking for.
• A higher return on web site investment.

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Conclusions

• SEO is one of the strongest measures of web
  promotion
• SEO allows potential customers to find you!
• SEO strategies should be tailored to meet YOUR
  needs
• Measurement and analysis of SEO campaigns is
  essential
• Optimize your campaign on your objectives, not
  the level of click throughs you receive

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THANK YOU

• Kapil Juneja, CEO
• SEO Placement, Inc.
• 818.970.1318
• kapil_at_seoplacement.com
• www.SEOPlacement.com