Search Engine Optimization

             Search Engine Marketing is promoting your websites through search engines like google,bing. Search Engine Marketing(SEM) is a form of online marketing there individual products are promoted, here websites are promoted.

                     “81 percent of internet users find the web sites they're looking for through search engines.And 54 percent of experienced online shoppers primarily rely on a search engine when trying to find a product to purchase online.”

-Jupiter Communications: Consumer Survey Data

                                            

"Search engines have created more awareness for websites than all other advertising combined including banners, newspapers, television, and radio.”

- IMT Strategies

"Over 80% of search engine users find what they are looking for within the first three pages. Sales leads made from keyword and phrase searches are the most qualified and have the highest purchase probability.”

- Forrester Reports

            As mentioned above we know the importance of search engines these days.Without search engines no work can be done.So Search Engine Marketing has great demand these days.SEM promotes the website by increasing their visibility in Search Engine result pages (SERPs) either by paid inclusions or free.

Search Engine Marketing is broadly classified into two based on the above factor

• Search Engine Optimisation
• PPC (Pay Per Click)

  Search Engine Optimization(SEO):

                                                   SEO is a technique for placing website in top list among thousands of search engine result pages (SERPs).SEO is the process of altering a page’s text and HTML coding to be relevant for specific keyword phrases. A keyword phrase plays an important role in SEO.It should be present on the page in various places for that page to rank top in the search engine for that particular keyword. A page may be ranked for different  keywords.

                                     

                                  

                    Page Rank is one of the most important factors when Google is calculating SERP (Search Engine Result Page) to decide where to position your links among all search results. Search Engines want to place the website which has got authoritative links and appropriate content.A keyword search may give more than 30,000 result pages for the user, from which user hardly goes till 2 page not more that. So according to marketing perspective one should  rank high enough to appear in the top 20 results.

                           Search engines look at both on-page and off-page factors when determining your page rank. SEO deals with improving the on-page factors.       

• Choosing the right keyword is the first step to build a search engine friendly site.
• Second, you need to structure your HTML to make it inviting to the search engines so they can find your keywords.
• Third, create keyword rich content for the search engines to index.

       

   On-page Optimization:

                                        On-page optimization by its name itself  tells optimization done on web pages.Only 30%-38% of on-page optimization contributes to page ranking. SEO concentrates on only On-page optimization as it is the first step in SEO campaign.The factors which comes under on-page optimization are

• Metatags: 

           Meta tag is the information inserted into the "head" area of web pages. Information in the head area of your web pages is not seen by those viewing your pages in browsers. Instead, meta information in this area is used to communicate information that a human visitor may not be concerned with. Meta tags, for example, can tell a browser what "character set" to use or whether a web page has self-rated itself in terms of adult content. Meta tags have never been a guaranteed way to gain a top ranking on crawler-based search engines.

• Heading tags:

           Heading tags are used by search engines to identify words which are more important than the rest of the page text. The theory is that headings will sum up the topic of the page, so they are counted as important keywords. They are recognised by browsers which don't recognise style sheets (or use a user-defined style sheet).

•  Image Optimization: 

1. Image filenames should be descriptive and Search Engine friendly.
2. Image should be with proper content.
3. Size should be low-medium.(40kb).For long articles more than 1 image can be posted.
4. Don’t stuff  too much of irrelevent content.

• Content Optimization:

                      If you have good information about your topic then people will link to you as a reference. Not only will you increase link popularity but you’ll have a good chance of attracting people interested in your products.
                  Robots.txt are the files to communicate with crawlers,that are placed on the server to specify which pages to crawl and which pages not to crawl.It is a simple text file which includes no Html code.Robots.txt file should be placed in root directory.
       Eg://www.domainname.com/robots.txt

• Usage of anchor text:

                          Anchor text is highlighted words on a page that link to another web page or resource.Google (and to a lesser degree other search engines) heavily weight it’s Search Engine Results Pages (SERPs) towards the anchor text of links to a page. This can be demonstrated by looking at extreme examples where a pages high ranking can ONLY be attributed to anchor text and no other SEO factors.

Off-Page Optimization: