SlideShare a Scribd company logo

Session 21 E-marketing - 26 Oct 10

•Download as PPTX, PDF•
•
M
Muhammad Talha Salam

This document contains slides from a lecture on search engine optimization (SEO) and search engine marketing. It discusses key aspects of SEO like developing an SEO strategy, on-site optimization techniques, link building, and the difference between white hat and black hat SEO techniques. The slides cover understanding page rank, how search engines work, keyword research, optimizing content and URLs, and using links to build authority. Search engine marketing concepts like pay-per-click advertising are also mentioned. Case studies are included to illustrate principles of SEO in practice.

1 of 10
E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Search Engine Optimization (SEO) 6 > Developing SEO Strategy 6 > Different hats of SEO 4 Class Presentation | Session 21 | 26 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Understand PageRank PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” This is same concept as of Academic citations. More votes (citations) from quality sources means higher authority E-Marketing 2
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Search Engines working • They look for signals of: – Relevance – Importance – Popularity – Trust – Authority • Main areas of focus in SEO: – A search engine friendly web site structure – A well researched list of key phrases – Content optimized to target those key phrases – Link popularity E-Marketing 3
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk A search engine friendly web site structure • Two key considerations: – Technical challenges that prevent the search engine spider from accessing content – A competitive marketing environment where everyone wants to rank highly E-Marketing 4
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk A well researched list of key phrases • Using generic or specific list of keywords • Website for car ACs: – Which keywords to use – Cars, Airconditioners, Car ACs (?) • Key considerations in process: – Search Volume (for selected keywords) – Competition (how many other sites are competing for it) – Propensity (how likely is the user going to convert for that keyword) – Value per conversion (how much spent by users converting from keywords) • How to research keywords – Brainstorm – Survey prospective customers – Keyword research tools E-Marketing 5
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Content optimized to target those key phrases: Some examples of what techniques can be used • Title tag use key phrases in title of the site • H1 header tag User key phrase in header and other H tags • Bold Use ‘strong’ command for keywords • Alt tag for an image Helps define image for a spider • URL Rewrite Rewriting a complex long URL in Search Engine Friendly format helps search engine determine relevancy • Meta description Use keywords in meta description • Meta tags Use them in meta tags • Link Anchor text Link anchor text (displayed text for a link to another page). Has to be done carefully as it is reviewed in pagerank • Domain name IF POSSIBLE: use in domain name also E-Marketing 6
Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Link popularity • Links are signals of trust • Used extensively in search engine ranking • Search Engines can be ‘instructed’ to not follow links and thus not include them in scoring of your website (HTML tags) • How to get more links – Writing valuable content – Creating and placing tools and documents of use to others – Games – Web PR – Software & widgets E-Marketing 7
Access it online: www.slideshare.net/talhasalam Different Hats of SEO Ref: Chap 4, Sitepoint SEO has become more of an art than a science Over the period of time, SEO techniques have evolved and are now categorized as: White Hat techniques Black Hat techniques White Hat techniques • Ethical practices, using common sense, stipulated rules • For instance: – Creating quality content – Building legitimate links – Developing a solid keyword strategy – Maximizing spider friendliness – Building page rank over time E-Marketing 8
Access it online: www.slideshare.net/talhasalam Different Hats of SEO Ref: Chap 4, Sitepoint Black Hat techniques • Unethical practices to increase search engine ranks, or improve results • Three key techniques: – Cloaking a technique of showing different content than what a user sees to a search engine in order to receive more favorable - but undeserving -search hits – Hidden Links Text that bots will read but humans wont. Examples: White text on white background Set font size to “0” Use CSS to hide text Text placed behind an image – Commenting on blogs Giving comments in blogs with your URLs irrelevant to the blog or site Why blogs? Because they appear in search results otherwise E-Marketing 9
E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Developing SEO Strategy > PPC part of SEM > Search Engine Marketing: Overall process > Cases in Search Engine Marketing Discussion on Mid-I Class Presentation | Session 22 | 29 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz

More Related Content

Session 21 E-marketing - 26 Oct 10

  • 1. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Search Engine Optimization (SEO) 6 > Developing SEO Strategy 6 > Different hats of SEO 4 Class Presentation | Session 21 | 26 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz
  • 2. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Understand PageRank PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” This is same concept as of Academic citations. More votes (citations) from quality sources means higher authority E-Marketing 2
  • 3. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Search Engines working • They look for signals of: – Relevance – Importance – Popularity – Trust – Authority • Main areas of focus in SEO: – A search engine friendly web site structure – A well researched list of key phrases – Content optimized to target those key phrases – Link popularity E-Marketing 3
  • 4. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk A search engine friendly web site structure • Two key considerations: – Technical challenges that prevent the search engine spider from accessing content – A competitive marketing environment where everyone wants to rank highly E-Marketing 4
  • 5. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk A well researched list of key phrases • Using generic or specific list of keywords • Website for car ACs: – Which keywords to use – Cars, Airconditioners, Car ACs (?) • Key considerations in process: – Search Volume (for selected keywords) – Competition (how many other sites are competing for it) – Propensity (how likely is the user going to convert for that keyword) – Value per conversion (how much spent by users converting from keywords) • How to research keywords – Brainstorm – Survey prospective customers – Keyword research tools E-Marketing 5
  • 6. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Content optimized to target those key phrases: Some examples of what techniques can be used • Title tag use key phrases in title of the site • H1 header tag User key phrase in header and other H tags • Bold Use ‘strong’ command for keywords • Alt tag for an image Helps define image for a spider • URL Rewrite Rewriting a complex long URL in Search Engine Friendly format helps search engine determine relevancy • Meta description Use keywords in meta description • Meta tags Use them in meta tags • Link Anchor text Link anchor text (displayed text for a link to another page). Has to be done carefully as it is reviewed in pagerank • Domain name IF POSSIBLE: use in domain name also E-Marketing 6
  • 7. Access it online: www.slideshare.net/talhasalam Search Engine Optimization Ref: Chap 5, Quirk Link popularity • Links are signals of trust • Used extensively in search engine ranking • Search Engines can be ‘instructed’ to not follow links and thus not include them in scoring of your website (HTML tags) • How to get more links – Writing valuable content – Creating and placing tools and documents of use to others – Games – Web PR – Software & widgets E-Marketing 7
  • 8. Access it online: www.slideshare.net/talhasalam Different Hats of SEO Ref: Chap 4, Sitepoint SEO has become more of an art than a science Over the period of time, SEO techniques have evolved and are now categorized as: White Hat techniques Black Hat techniques White Hat techniques • Ethical practices, using common sense, stipulated rules • For instance: – Creating quality content – Building legitimate links – Developing a solid keyword strategy – Maximizing spider friendliness – Building page rank over time E-Marketing 8
  • 9. Access it online: www.slideshare.net/talhasalam Different Hats of SEO Ref: Chap 4, Sitepoint Black Hat techniques • Unethical practices to increase search engine ranks, or improve results • Three key techniques: – Cloaking a technique of showing different content than what a user sees to a search engine in order to receive more favorable - but undeserving -search hits – Hidden Links Text that bots will read but humans wont. Examples: White text on white background Set font size to “0” Use CSS to hide text Text placed behind an image – Commenting on blogs Giving comments in blogs with your URLs irrelevant to the blog or site Why blogs? Because they appear in search results otherwise E-Marketing 9
  • 10. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Developing SEO Strategy > PPC part of SEM > Search Engine Marketing: Overall process > Cases in Search Engine Marketing Discussion on Mid-I Class Presentation | Session 22 | 29 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz