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Title: seo services in Pune, seo services in India, Digital marketing company Pune India


1
INDEX
Chapter 1
Introduction.......2
Chapter 2
Internet Marketing.3
Chapter 3
Search Engine Optimization..4
3.1 On page Optimization.5
3.2 Off Page Optimization.6
Chapter 4 Search Engine Marketing.
.7
4.1 Pay Per Click8
4.2 Cost per Impression..9
Chapter 5
Social Media Optimization.10
Chapter 6
SEO Process.
Chapter 7
Benefit and Scope of SEO
7.1 Benefit of SEO
7.2 Scope of SEO..
7.3 Conclusion..
References....
2
Internet Marketing Online advertising, also
called Internet advertising, uses the Internet to
deliver promotional marketing messages to
consumers. It includes email marketing, search
engine marketing, social media marketing, many
types of display advertising (including web
banner advertising), and mobile advertising. Like
other advertising media, online advertising
frequently involves both a publisher, who
integrates advertisements into its online
content, and an advertiser, who provides the
advertisements to be displayed on the
publisher's content. Other potential participants
include advertising agencies who help generate
and place the ad copy, an ad server who
technologically delivers the ad and tracks
statistics, and advertising affiliates who do
independent promotional work for the advertiser.
Online advertising is a large business and is
growing rapidly. In 2011, Internet advertising
revenues in the United States surpassed those of
cable television and nearly exceeded those of
broadcast television In 2012, Internet
advertising revenues in the United States totaled
36.57 billion, a 15.2 increase over the 31.74
billion in revenues in 2011. Online advertising
is widely used across virtually all industry
sectors.
3
Search Engine Optimization Search engine
optimization (SEO) is the process of affecting
the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic")
search results. In general, the earlier (or
higher ranked on the search results page), and
more frequently a site appears in the search
results list, the more visitors it will receive
from the search engine's users. SEO may target
different kinds of search, including image
search, local search, video search, academic
search, news search and industry- specific
vertical search engines.
As an Internet marketing strategy, SEO considers
how search engines work, what people search for,
the actual search terms or keywords typed into
search engines and which search engines are
preferred by their targeted audience. Optimizing
a website may involve editing its content, HTML
and associated coding to both increase its
relevance to specific keywords and to remove
barriers to the indexing activities of search
engines. Promoting a site to increase the number
of backlinks, or inbound links, is another SEO
tactic.
The plural of the abbreviation SEO can also refer
to "search engine optimizers," those who provide
SEO services
4
On Page Optimization
There are following things we have to cover in On
Page Optimization.
W3c Validation
We have to follow the W3C validation standards.
Content comes first
A website with brilliant content can do great
with or without SEO, a website with bad content
will not survive with or without SEO, a website
with good content can become even better with SEO!
So, what is considered good content?
Original Content (articles, text, images, videos,
presentations, infographics, comments etc.) No
copies or re-writes of existing articles
Content published on your website first Even if
its your own content, if you have already
published it on another website then its not
good for your site.
Content that includes text as well Try to have
text to accompany your non-text content. For
example if you post videos on your website try to
add a text description as well. If you add images
try to describe in words what the image is all
about.
5
Content that is useful Dont publish content
for the sake of publishing. Before hitting the
publish button make sure that what goes live adds
value to your website.
Content that is well researched Users dont
want to read quickly prepared posts and neither
does search engines. If you are writing about a
certain topic or answering a question make sure
that what you write is justified and covers both
sites of a story. Long articles are proven to
rank better than short articles.
Posting frequency 2 things are important when
it comes to posting frequency. First is to have
fresh content on your website and second to
establish a publishing strategy and stick to it.
Page titles, description and formatting
This is SEO 101 but very important as well. When
search engines are reading your pages among
the things they check includes the page title,
the description of the page, the major headings
and images. They do so because they need to
understand what the page is all about and then
based on other factors as well (off page SEO,
domain authority, competition etc.), they will
place your page in a position in their index.
Page titles Each page must have a unique title
that will help both search engines and users
understand what the page is about. A page with
title On Page SEO Tips is better than a page
with title index.html.
Descriptions The page description is what the
searcher will see in the search engine results
page. So it has to be descriptive, up to 150
characters and unique for each page. Its your
opportunity to advertise your page and convince
the searcher to click your link and visit your
website rather than selecting one of the other
links.
Formatting A page needs to be properly
formatted. Think of it like a report which needs
to have a heading (h1) and sub headings (h2).
Important parts of the report are highlighted
withbold, underline or italics.
Do not just throw text on the page but make sure
that it is readable as well. Besides the
formatting practices explained above you also
need to use a good size font (at least 12px) and
split the text into small paragraphs (max 4-5
lines).
Images Images are important but these should
not increase the loading time of the website.
Best practices for using images
1) Use original images. If you need to use an
existing image from the web you need to reference
the source.
2) Optimise the size of the images the smaller
the size (in bytes) of the image the better. Use
yahoo smush it to reduce the size of an image
without sacrificing the quality.
6
3) Use ALT tag to describe the image This helps
search engines understand what the image is about.
4) Use descriptive filenames Dont just name
your image image1.jpg but try to use
descriptive filenames, for example Man doing
push-ups.
URL Structure
The URL structure is an important part of on-page
SEO. Whenever I talk about URL structure, I
prefer to split it into 4 major parts
Permanent links Permanent links are the URLs
of each page. Good URLs should be less than
255 characters and use hyphens to -separate the
different parts.
For example a good URL is
http//www.reliablesoft.net/seo-tips-for-beginners
-15-ways-to-google-boost-your-web-site/
User Sitemap One of your options in the main
menu should be the User Sitemap. This is an html
file that represents the structure of your
website.
Internal linking
Linking to pages within your website is very
important for SEO because
1) Its like building your own web If you watch
the nice tutorial by Google on how search works,
you will see that the first step a search engine
spider will do is follow the links they find. So
when they arrive at your page, if you dont have
any other links within the text they will read
your page and go but if you have links pointing
to other pages within your website they will take
those into account as well.
2) Its a way to let search engines know about
your other pages As explained above when
search engines find a page with links, they will
go and read those pages as well so you can use
this technique to tell search engines about
pages of your website they have not yet
discovered.
3) Its a way to tell search engines which are
your most important pages Every website has some
pages that are more important than others.
Internal linking is one of the ways to pin-point
the most important pages by sending them more
internal links.
4) Its a way to increase time on site A user
that is reading your post is more likely to click
on a link to read more about a certain subject
and thus increase both the time spend on your
website and the number of pages per visit.
Best practices for internal linking
1) Dont use keywords only for your internal links
2) Add internal links when they are useful for
your reader
7
3) No more than 7-8 internal links per page (this
is my opinion and not based on any research or
studies)
4) If applicable you can also use related posts
at the end of each post for internal linking
Speed and authorship
Last but not least, 2 SEO techniques that are
becoming more and more important especially after
the release of penguin 2.0 (or 4.0 as some people
like to say it) Speed and authorship.
Speed
Google is investing a huge amount of money to
make the web faster. In every Google I/O someone
will talk about the importance of speed and their
desire to include the fastest websites in their
index. In order to force web site owners to
take speed into account they have officially
added speed as one of the ranking factors.
So, we know for sure that web site speed does
matter when it comes to SEO and ranking. As
a webmaster your job is to make sure that your
website loads as fast as possible by taking into
account Googles recommendations.
Google authorship
Google is preparing for the next generation of
Search and their effort is to rank higher
webpages written by people who have authority on
the particular subject. One of the ways to
establish authority is by correlating the
content you publish on the web with your Google
profile. Then depending on how many followers
you have and who follows you, your ranking may
change.
Google authorship is still at its early stages
but its gaining ground fast so you have to
create a Google profile and bind the profile
with your content.
HTML Sitemap XML Sitemap
A site map (or sitemap) is a list of pages of a
web site accessible to crawlers or users. It can
be either a document in any form used as a
planning tool for Web design, or a Web page that
lists the pages on a Web site, typically
organized in hierarchical fashion. There are two
popular versions of a site map. An XML Sitemap
is a structured format that a user doesn't need
to see, but it tells the search engine about the
pages in your site, their relative importance to
each other, and how often they are updated. HTML
sitemaps are designed for the user to help them
find content on the page, and don't need to
include each and every subpage. This helps
visitors and search engine bots find pages on the
site.
8
Off Page Optimization
Search Engine Submission
Submit your website to the most popular search
engines like Google, Yahoo, MSN, Altavista,
Alexa, Alltheweb, Lycos, Excite, etc., to get
listed for free.
Directory Submission
Many people may say that directory submission is
dead. As far as I'm concerned it is still alive.
It is purely based on how effectively we are
selecting those directories and how efficiently
we are choosing the category for submission. Of
course, I agree that it gives quite delayed
results, but it is worth doing it. Submit your
websites to the topmost quality directories like
DMOZ, Yahoo Directory, ZoomInfo, One Mission,
Pegasus, etc. Nowadays many web directories may
offer paid listings but don't go for it.
Forum Submission
Create a forum/online discussion board of your
own and start a discussion or share topics with
your friends. You can also post/reply to a thread
in other service-related pre-existing forums that
allow links in your signature which can be
crawled by the search engines.
Blog Submission
This is one of the most powerful ways to promote
your company/website online. Write a blog of
your own for your company/website and include
lots of unique content. Be precise in what you're
trying to convey for the users in your blog
entry and promote your blog in blog directories
and blog search engines. You can also promote
your blog/website by posting comments in other
service-related blogs which allow links in the
comments section that are crawlable by the search
engines (these blogs are commonly identified as
Do-Follow Blogs). If you're not very good at
writing content for blog posts, hire a guest
blogger for your blog and ask him/her to write
precise and unique content so that your blog can
gain more credit from a search engine point of
view.
9
Press Release Submissions
If you are a business/service provider then go
for PR submission in popular PR websites
like 1888pressrelease, Open PR, PR Leap, etc.
This will help you to publish your site in Google
News.
Classified Submissions
Do some classifieds submissions to advertise your
products for free. Try Craigslist and other
major classifieds sites like Kugli, Myspace,
iMadespace, Vivastreet, etc.
Article Submission
Write articles of your own and submit them to
popular article sites like Ezine, Go Articles,
Now Public, Buzzle, etc. This will help you to
attain some deep links for your website (though
it's usually a slower process).
Social Bookmarking
Social Bookmarking is yet another powerful way of
promoting your website, but nowadays most people
are spamming social bookmarking sites without
knowing how to use them. Since content in these
websites update frequently, search engines like
these types of sites and often visit them (this
is commonly termed as Tagsonomy Folksonomy in
Web 2.0). Do some social bookmarking in popular
bookmarking sites like Digg, Delicious,
StumbleUpon, Propeller, etc. You should be very
careful while doing this and you must properly
handle the tags which are very essential to
broadcast your news on a wide area network. This
may increase your website traffic based on how
effectively you have participated.
10
Search Engine Marketing Search engine marketing
(SEM) is a form of Internet marketing that
involves the promotion of websites by increasing
their visibility insearch engine results pages
(SERPs) through optimization and advertising.
SEM may use search engine optimization (SEO),
that adjusts or rewrites website content to
achieve a higher ranking in search engine
results pages or use pay per click listings.
Comparison with SEO
SEM is the wider discipline that incorporates
SEO. SEM includes both paid search results (using
tools like Google Adwords or Bing Ads, formerly
known as Microsoft adCenter) and organic search
results (SEO). SEM uses paid advertising with
Adwords or Bing Ads, pay per click (particularly
beneficial for local providers as it enables
potential consumers to contact a company directly
with one click), article submissions,
advertising and making sure SEO has been done. A
keyword analysis is performed for both SEO and
SEM, but not necessarily at the same time. SEM
and SEO both need to be monitored and updated
frequently to reflect evolving best practices.
In some contexts, the term SEM is used
exclusively to mean pay per click advertising,
particularly in the commercial advertising and
marketing communities which have a vested
interest in this narrow definition. Such usage
excludes the wider search marketing community
that is engaged in other forms of SEM such as
search engine optimization and search retargeting.
Another part of SEM is social media marketing
(SMM). SMM is a type of marketing that
involves exploiting social media to influence
consumers that one companys products and/or
services are valuable. Some of the latest
theoretical advances include search engine
marketing management (SEMM). SEMM relates to
activities including SEO but focuses on return on
investment (ROI) management instead of relevant
traffic building (as is the case of mainstream
SEO). SEMM also integrates organic SEO, trying to
achieve top ranking without using paid means to
achieve it, and pay per click SEO. For example
some of the attention is placed on the web page
layout design and how content and information is
displayed to the website visitor.
11
Pay Per Click Pay per click (PPC) (also called
cost per click) is an internet advertising model
used to direct traffic to websites, in which
advertisers pay the publisher (typically a
website owner) when the ad is clicked. It is
defined simply as the amount spent to get an
advertisement clicked.
With search engines, advertisers typically bid on
keyword phrases relevant to their target
market. Content sites commonly charge a fixed
price per click rather than use a bidding system.
PPC "display" advertisements, also known as
"banner" ads, are shown on web sites or search
engine results with related content that have
agreed to show ads.
In contrast to the generalized portal, which
seeks to drive a high volume of traffic to one
site, PPC implements the so-called affiliate
model, which provides purchase opportunities
wherever people may be surfing. It does this by
offering financial incentives (in the form of a
percentage of revenue) to affiliated partner
sites. The affiliates provide purchase-point
click-through to the merchant. It is a pay-
for-performance model If an affiliate does not
generate sales, it represents no cost to the
merchant. Variations include banner exchange,
pay-per-click, and revenue sharing programs.
Websites that utilize PPC ads will display an
advertisement when a keyword query matches
an advertiser's keyword list, or when a content
site displays relevant content. Such
advertisements are called sponsored links or
sponsored ads, and appear adjacent to, above, or
beneath organic results on search engine results
pages, or anywhere a web developer chooses on a
content site.
The PPC advertising model is open to abuse
through click fraud, although Google and others
have implemented automated systems to guard
against abusive clicks by competitors or corrupt
web developers.
12
(No Transcript)
13
Cost of Impression Cost per impression, often
abbreviated CPI, is a term used in online
advertising and marketing related to web
traffic. It refers to the cost of internet
marketing or email advertising campaigns where
advertisers pay each time an ad is displayed.
Specifically, it is the cost or expense incurred
for marketing potential customers who view the
advertisement(s).
Cost per impression, along with cost per click
and cost per order, is used to assess the cost
effectiveness and profitability of online
advertising. CPI is the closest online
advertising strategy to those offered in other
media such as television or print, which sell
advertising based on estimated viewership or
readership. CPI provides a comparable measure to
contrast internet advertising with other media.
An impression is the display of an ad to a user
while viewing a web page. A single web page may
contain multiple ads. In such cases, a single
pageview would result in one impression for each
ad displayed. In order to count the impressions
served as accurately as possible and prevent
fraud, an ad server may exclude certain
non-qualifying activities such as page-refreshes
or other user actions from counting as
impressions. When advertising rates are
described as CPM or CPI, this is the amount paid
for every thousand qualifying impressions served
at cost.
14
Social Media Optimization Social media marketing
refers to the process of gaining website traffic
or attention through social media sites.
Social media marketing programs usually center on
efforts to create content that attracts attention
and encourages readers to share it with their
social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers
share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an
event, product, service, brand or company. When
the underlying message spreads from user to user
and presumably resonates because it appears to
come from a trusted, third-party source, as
opposed to the brand or company itself, this form
of marketing results in earned media rather
than paid media.
Social networking websites allow individuals to
interact with one another and build
relationships. When companies join the social
channels, consumers can interact with them and
they can communicate with consumers directly.
That interaction feels more personal to users
than traditional methods of strictly outbound
marketing advertising.
Social networking sites and blogs allow
individual followers to retweet or repost
comments made by the product being promoted. By
repeating the message, all of the users
connections are able to see the message,
therefore reaching more people. Social networking
sites act as word of mouth. Because the
information about the product is being put out
there and is getting repeated, more traffic is
brought to the product/company.
Twitter
Twitter allows companies to promote their
products on an individual level. The use of a
product can be explained in short messages that
followers are more likely to read. These messages
appear on followers home pages. Messages can
link to the products website, Facebook profile,
photos, videos, etc. This link provides
followers the opportunity to spend more time
interacting with the product online. This
interaction can create a loyal connection between
product and individual and can also lead to
larger advertising opportunities. Twitter
promotes a product in real-time and brings
customers in.
Facebook
Facebook profiles are far more detailed than
Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions. Videos
can show when a product can be used as well as
how to use it. These also can include
testimonials as other followers can comment on
the product pages for others to
15
see. Facebook can link back to the products
Twitter page as well as send out event reminders.
Facebook promotes a product in real-time and
brings customers in.
As marketers see more value in social media
marketing, advertisers continue to increase
sequential ad spend in social by 25. Strategies
to extend the reach with Sponsored Stories and
acquire new fans with Facebook ads contribute to
an uptick in spending across the site. The study
attributes 84 of "engagement" or clicks to
Likes that link back to Facebook advertising.
Today, brands increase fan counts on average of
9 monthly, increasing their fan base by
two-times the amount annually.
Foursquare
Foursquare is a location based social networking
website, where users can check into locations via
their smartphones. Foursquare allows businesses
to create a page or create a new/claim an
existing venue. A good marketing strategy for
businesses to increase footfall or retain loyal
customers includes offering incentives such as
discounts or free food/beverages for people
checking into their location or special
privileges for the mayor of that location.
Google
Google, in addition to providing the profiles
and features of Facebook, is also able to
integrate with the Google search engine. Other
Google products are also integrated, such as
Google Adwords and Google Maps. With the
development of Google Personalized Search and
other location- based search services, Google
allows for targeted advertising methods,
navigation services, and other forms of
location-based marketing and promotion.
Instagram
Instagram is a free photo and video-sharing
program and social network that was launched in
October 2010. The service enables users to take a
photo or video, apply a digital filter to it, and
then share it with other Instagram users they
are connected to on the social network as well as
on a variety of social networking services.
Instagram debuted as a photo sharing network but
implemented support for video on June 2013. As
of June 2013, Instagram had 130 million monthly
active users.
Blogs
Everyday there are more reasons for companies to
use blogging platforms for their social
media repertoire. Platforms like LinkedIn creates
an environment for companies and clients to
connect online. Companies that recognize the need
for information, originality, and accessibility
employ blogs to make their products popular and
unique, and ultimately reach out to consumers who
are privy to social media.
Blogs allow a product or company to provide
longer descriptions of products or services. The
longer description can include reasoning and
uses. It can also include testimonials and can
link to and from
16
Facebook, Twitter and many social network and
blog pages. Blogs can be updated frequently and
are promotional techniques for keeping customers.
Other promotional uses are acquiring followers
and subscribers and direct them to your social
network pages.
In a similar fashion, online communities benefit
businesses because the online communities enable
the businesses to reach the clients of other
businesses using the platform. These online
environments can be accessed by virtually anyone
therefore consumers are invited to be a part of
the creative process. To allow firms to measure
their standing in the corporate world, Glassdoor
is a site where employees can place evaluations
of their companies.
Some businesses opt out of integrating social
media platforms into their traditional marketing
regimen because their employees dislike such
isolated online environments. There are also
specific corporate standards that apply when
interacting online. Other corporations fear that
the general public have too much power over how
their marketing is perceived, due to the
accessibility of Internet-retrieved information.
To ensure having the advantage in a
business-consumer relationship, businesses have
to be aware of four key assets that consumers
maintain information, involvement, community,
and control.
LinkedIn
LinkedIn, a professional business-related
networking site, allows companies to create
professional profiles for themselves as well as
their business to network and meet others.
Through the use of widgets, members can promote
their various social networking activities, such
as Twitter stream or blog entries of their
product pages, onto their LinkedIn profile page.
LinkedIn provides its members the opportunity to
generate sales leads and business partners.
Members can use Company Pages similar to
Facebook pages to create an area that will allow
business owners to promote their products or
services and be able to interact with their
customers. Due to spread of spam mail sent to job
seeker, leading companies prefer to use LinkedIn
for employee's recruitment instead using
different job portals. Additionally, companies
have voiced a preference for the amount of
information that can be gleaned from LinkedIn
profile, versus a limited email.
Yelp
Yelp consists of a comprehensive online index of
business profiles. Businesses are searchable
by location, similar to Yellow Pages. The website
is operational in seven different countries,
including the United States and Canada. Business
account holders are allowed to create, share, and
edit business profiles. They may post
information such as the business location,
contact information, pictures, and service
information. The website further allows
individuals to write, post reviews about
businesses and rate them on a five-point scale.
Messaging and talk features are further made
available for general members of the website,
serving to guide thoughts and opinions.
YouTube
17
YouTube is another popular avenue advertisements
are done in a way to suit the target audience.
The type of language used in the commercials and
the ideas used to promote the product reflect the
audience's style and taste.
Also, the ads on this platform are usually in
sync with the content of the video requested,
this is another advantage YouTube brings for
advertisers. Certain ads are presented with
certain videos since the content is relevant.
Promotional opportunities such as sponsoring a
video is also possible on YouTube, for example,
a user who searches for a YouTube video on dog
training may be presented with a sponsored video
from a dog toy company in results along with
other videos.Youtube also enable publishers to
earn money through Youtube Partner Program.
Delicious Digg
Delicious and Digg are also popular social
marketing sites used insocial media promotion.
They are heavily used by the social media
marketers to promote their websites due to their
ability to share links.
18
SEO Process
Search Engine Optimization (SEO) Process Before
beginning a search engine optimization (SEO)
project, it is important to understand the
process involved in an effective SEO campaign. To
that end, we break the process down into the five
steps shown below and describe the activities
involved in each of these steps. One word on
search engine optimization in general first,
though. SEO does not start and finish with these
steps and the initial work that we do. In order
to have ongoing success, it is important to
continually monitor results and build meaningful
content into the site. I read recently this idea
perfectly described by John Tawadros in a
newsletter dated May 3, 2007, "it search engine
optimization is inherently iterative. In short,
it is a process, not a project."
1. Keyword Research 2. Reporting Goal
Setting 3. Page Optimization and Content
Development 4. Link Building
19
5. Follow Up Reporting and Analysis
1.
Keyword Research Keyword phrase research involves
identifying a group of keyword phrases that will
be used in optimization. This step is critical
and requires a considerable amount of time to
find a good set of phrases that offer a balanced
combination of two important factors high usage
by searchers and relatively low competition
within the search engines. Determining the most
used phrase that contains your targeted
keyword(s) is relatively easy. Online tools allow
you to enter a particular keyword or words and
will return all the ways in which that word(s)
was used by searchers in the last month and in
what volume. However, the most used phrase(s) is
also likely the one with the greatest competition
within the search results and may, therefore, not
be where you would want to devote your
optimization efforts. A more effective approach
is to find a set of phrases (10 is a nice round
number) that are heavily used by searchers but
somewhat less competitive in terms of the total
number of search results. For example, assume you
own a business that leases apartments in a
particular metropolitan area, "Big City." Your
apartments are only located in one metro area, so
you are not going to select general terms such as
"apartments" you are only interested in those
searchers seeking an apartment in your city. The
logical place to start is with the name of your
city and the word "apartments." You may find that
the most used phrase is "big city apartments."
However, when you do sample searches in Google
and Yahoo for that phrase you realize that the
competition for that phrase is steep. If you go
back to your findings from the keyword tool, you
might find that a phrase such as "apartments in
big city" is still heavily used by searchers but
is far less competitive. Those phrases are the
ones you will then target in the next step, site
optimization.
2.
Reporting Goal Setting
After establishing your list of targeted keyword
phrases, it is important to understand what the
subject site's starting position is within the
search engines. Doing so ensures that you know
the specific areas that need work and provides a
baseline against which to gauge the subsequent
campaign's success. Access to site traffic
information is very important. These statistics
show how searchers are finding and interacting
with the subject site, e.g., which search
engines, what keyword phrases are being used,
bounce rates, most popular content, etc.
Understanding the site's traffic level and the
source of its referrals can also be a critical
tool in making other online marketing decisions -
which paid directory links/listings to continue
and which to abandon for more effective
options. After developing a complete picture of
the site's starting position, goals are set for
the SEO plan. These goals are measureable (one
big advantage of SEO over other advertising
options) and tied to the specific business
objectives of the site. In the ongoing progress
of reporting and follow up, progress towards the
plan's goals are analyzed and reported.
Adjustments to the SEO plan can be made according
to the the findings of these progress reports.
3.
Page Optimization and Content Development
Page optimization and content development are
critical to search engine success. Content is
king in search engine optimization. The search
engines love text high volume, high-quality
content related to your business will serve you
in a couple of important ways.
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First, a site loaded with high-quality content of
interest to site users will give them a reason to
stay and a reason to come back. After all, the
reason they came to your site was to find
information. Second, you will receive the added
benefit of serving up exactly what the search
engines want - content. Search engines will have
more information to store about your business and
products that information will translate
directly into the ranking they give your site for
related keyword phrases. For more information on
content development and specific ideas about ways
to expand your site's content, read our
newsletter article, Content is King. In addition
to content development, other important
optimization tactics include
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Page Titles - Make sure that your site's page
titles say something other than just your company
name or "welcome." Ideally, they need to lead off
with your targeted phrase for that page and then
follow with your company name.
Text-Based Navigation - Search engines cannot
read images. If your site's navigation system is
done with images (most are), you will need a
text-based navigation system that the search
engines can follow to ensure that all the
important service and product-related sub-pages
of your site are indexed by the search engines.
Prominence of Targeted Keyword Phrases - It is
not enough to have your keyword
phrase(s) somewhere on the web page, the
placement and prominence given to them also
affects your search engine placement. For
example, leading off the site's first paragraph
with your keyword phrase gives it more weight
than burying it half way down the page in the
middle of a paragraph. Also, using larger font
sizes and bolding the text can emphasize its
importance and positively effect the page's
ranking for that phrase.
Site Map - Developing a site map that includes
a well-organized list of links to all the
important pages of your site and includes a text
link to the site map on your home page is the
ideal way to make sure that all the site's pages
are indexed by the search engines when they visit
the subject site.
ALT and META data - These are tags not seen by
the site's users they are embedded in the site's
html code. ALT tags refer to the text that
describes an image -- words that you see pop up
as you mouse over some images. In optimizing your
company's name, an ALT tag placed behind the
image of your company's logo is ideal. Meta tags
(there are both description tags as well as
keyword tags) are lines of code included in the
uppermost section of your site's code. They
communicate the page's subject matter and
relevancy to the search engines. Further, the
short description of your site included in some
search results is pulled from the meta
description tag of the home page and should,
therefore, be used to the site's advantage.
Clean up the Code - Navigation rollover
scripts, other JavaScript-based code, and all CSS
scripts should be taken out of the code of each
page and put into external files to which each
page of the site is referenced. Doing this has
several advantages, but one of the most
compelling is that your site's keywords and
content all move up, up, up in the code,
communicating their importance to the search
engines and boosting your site's relevancy
ratings. In other words, this can boost your
search engine rankings by improving the code to
text ratio of the page. This is a simple and
relatively inexpensive thing to do, depending on
the total number of pages in your site.
4.
Link Building Maximize Quality Link Popularity -
Link Popularity is the term given to the number
of other sites linking to yours. You can check
your link popularity with the free tool available
on this site (it also allows you to
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Compare your link popularity to up to two
competitors) http//www.marketleap.com/publinkpop
/. Make a list of related businesses with whom
you have a relationship, as well as professional
organizations, vendors or suppliers that may
agree to place a link to your site on theirs.
Email your contact in those organizations
requesting the link. Each new link to your site
increases the likelihood of both the search
engines' spiders running across your site as well
as searchers looking for services or products
like yours. A word of caution free for all links
sites and other low quality sites of that
nature are of no use and can, in fact, detract
from your progress with penalties from the search
engines. Do not waste your time on such sites
stick to respectable, high quality sites in
related businesses or industries. Please see the
following related articles for more information
on link building and SEO. What is Dandelion
Marketing? Add Social Media Icons to Your
Site's Content How to Build Your Site's Link
Popularity Online Press Releases
5.
Follow Up Reporting and Analysis
The same reporting done in the initial phase of
the campaign is done again at regular intervals,
post- optimization. Rankings, site traffic and
other key metrics can then be compared to
pre-optimization levels, giving measurable
results to the SEO campaign. The specific metrics
used in an SEO plan will depend on the goals of
that site.
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Benefit of SEO Cost Effective Ways To Advertise
SEO doesnt have to be massively expensive. Yes,
youll have to make a decent investment if you
want an expert professional, but they can make
you much more money than youll part with. If
youre worried about the cash side of things,
consider pay on results SEO. This way, you quite
literally have nothing to lose.
Manage Your Online Reputation
Whether or not youre aware of it, conversations
are probably already happening online about
your business. When you launch an SEO campaign,
youre ensuring that people find your official
information when they search for you, and dont
just get lost in a sea of reviews.
Reach New Markets
You might be operating from London, but theres
no reason why you cant sell to people in
Australia. You just need to reach them. With SEO,
this becomes a valid possibility. In many ways,
online marketing is entirely transforming the
world of business.
Improve Your Websites Usability
Internet users are notoriously impatient, and if
your website doesnt offer them a high
quality experience, theyll be off to your
competitors. When youre working with a
professional SEO practitioner, theyll be able to
advise you on how to make your site as accessible
as possible.
Build Trust
People trust Google. If your website is appearing
on the first page of a search, theyre likely to
trust you also. In the days of e-commerce, this
is absolutely essential. You could be just about
anyone, so you need to take every opportunity to
prove how trustworthy you are.
Increase Traffic To Your Website
Having a website is pretty pointless if you
arent driving traffic to it. If people cant see
what youre selling, they quite simply cant buy
it or even enquire about it. A good website is a
wise investment, but only if youre going to
promote it. SEO is one of the most effective ways
to do this.
Stop your Competitors Beating You
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If your competitors arent already using SEO as
part of their marketing mix, you can safely
assume that they soon will be. And when they do,
theyll be taking customers from directly under
your nose. Make sure that you get in there first
and get the top search engine results for
yourself!
Access To Customer Data
When you start an SEO campaign, youll have
access to all kinds of wonderful data that can
really drive your business forward. Youll find
out what your customers are searching for online,
and this could be the inspiration for new
product lines. This sort of data is invaluable to
your business, and could give you the
competitive edge you need.
Results Are Permanent
When you use a traditional form of advertising
such as space in newspapers, the results will
only last for a short period of time. But when
you use SEO, youll continue to appear in the
search results for long after youve finished
your campaign. Of course, its wise to make your
campaigns an ongoing commitment if you want to
keep seeing the best results possible, but you
wont lose your rankings overnight if you dont.
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Scope of Digital Marketing
Digital Marketing is new yet effective name in
marketing now days. Digital marketing is the way
of marketing products and services on electronic
devices such as computers, tablets, televisions,
smart phones and game consoles. Internet
marketing and SEO (Search Engine Optimization)
are very important elements of digital marketing.
Digital Marketing is the activity of promoting,
advertising and selling products and services
using digital distribution channels. Increasing
popularity of internet and online activities has
prompted many professionals and business owners
all over the world to tap down the optimum
potentials of digital media. Every organization
is seeking new innovations, applications and
solutions to promote their products and services
in the digital sphere. Bundled software products,
applications and digital marketing solutions are
being offered by various software/IT companies
now days.
Components of Digital Marketing Internet
Marketing Televisions Smart phones/Mobiles/Tablets
Game Consoles Internet Marketing is further
classified in following types of activities.
SEO SEM E-Mail Marketing Display Advertising
Social Media Marketing RSS Feeds and
Newsletters Benefits of Digital Marketing Create
Demand Reach the target audience more
efficiently.
Drive Engagement Create exciting, consistent,
connected web experiences.
Monetizing Enriching experience through
e-commerce and advertising revenues
Build Reports Implement solutions that help
monitor, measure, analyze and organize reports.
Scope of Digital Marketing Millions of users are
connecting day by day with the digital space. It
seems that there is huge scope of digital
marketing in software/IT industry due to
increasing demand of products and services
related to digital space. Some of the worlds
leading software/IT companies are now providing
solutions related to digital marketing.
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Every industry whether it is healthcare, telecom,
banking or manufacturing seeks digital marketing
solutions so that they can promote their products
and services through a cost effective media.
Internet Marketing is the best and most cost
effective way of advertising and promoting
products and services in digital media.
Digital Marketing in Banking Industry Banking
industry adopting web based and mobile
applications all over the world. Consumers want
all kind banking solutions and support services
on their finger tips and all web based
applications needs promotion, positioning and
branding. Digital Marketing in Healthcare
Industry Web based applications and solutions
make healthcare services more effective and cost
savvy. From appointment booking to treatment and
consultation patients and their caretakers want
everything to be online and hassle free. Here
digital marketing play important role for
promoting web based products and
services. Digital Marketing in Telecom Industry
Digital marketing solutions help Network
Operators in providing user engagement model.
Marketers face the challenge of creating a
successful strategy to build more targeted
audiences. Digital marketing model not only
provide a way of promoting products and services
but also provide rich user experience, engagement
and hassle free support services. IPTV and
streaming media are the biggest
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Conclusion
Search engine optimization, also known as SEO, is
a widely used tool by many companies today. It is
the process of using specially designed
techniques to improve the visibility of a certain
website in the most popular search engines. By
analyzing the most frequently used keywords SEO
specialists are able to conduct a strategy that
will increase the recognition of a web page. A
very important component is the design of the
website - the more work is put into it, the more
likely it is that it would be successful. The
content is also important, for it must be
correct, with provided sources and without any
misleading information. These are all crucial
components of a successful business advertising
today, in a society that demands more
information, delivered in a fast and efficient
way.
Nowadays, there are plenty of options to increase
the SEO of a website, thanks to the
unlimited opportunities Internet provides. The
easiest way is to submit the web address to Yahoo
and Google and for a designated fee they will
redirect traffic towards that certain website.
The good thing is that there are more options
besides these two brand names that can help
increase the SEO. There are many companies who
offer this type of services but it is important
to know that the provider is reliable and the
invested funds are used the right way. Do a
thorough research on the company chosen and read
the customer reviews, for they will show how
well the job is usually done.
SEO is not only about writing and using back
linking, it is also about advertizing the website
in any way possible. The best way to do that
usually is to mention the page anywhere possible
- while posting in blogs or forums, or social
network websites. Another great way is to use the
most commonly searched words and phrases and put
them in the content of the page, in order for it
to appear during the consumer's inquiry. Using a
link to the web page as a signature can also
increase the traffic towards that website and
improve the results of the SEO. Another effective
way is to include tags as well, especially if
the information provided in the content is
relevant and useful to a wide variety of users.
This type of connection between the search
engines and the SEO strategies is vital, for even
the most professionally created page is not
guaranteed to succeed without proper marketing.
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!!Thank You!!
Swami Solutions
Mob.No-8087562740
Website http//www.swamisolutions.com/
Email Id info_at_swamisolutions.com
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