The document discusses search engine optimization (SEO) strategies and tactics. It covers key on-page and off-page SEO factors like title tags, meta descriptions, internal linking, content, and citations. It also discusses Google algorithm updates like Panda and Penguin, and the importance of keywords, competitive analysis, and measuring SEO results. The overall goal is to optimize websites and control the first page of search engine results through both on-site and off-site strategies over a minimum of 12 months.

1. Search Ranking in the Sea of
Presented by
Arti Sharma
Measure Marketing Results Inc.
Expand Your Reach & Grow
Your Business

2. CRASH COURSE – SEO
TERMS & DEFINITIONS

3. WHAT BUSINESS IS GOOGLE IN??

4. Google is in the Business of….
So that mean’s it’s
Users are MOST
important to

5. Search Results Optimization
• Optimize” means “to make as effective, perfect,
or useful as possible” (according to
Dictionary.com).
• SEO results are based on What Google thinks of
your site
– The results that appear on the left side companies
appear there because Google thinks your site is
relevant to it’s users and the score it gives your
website is based on your site passing their algorithm
check

6. Key factors that govern
• On-Page Factors/ On-Site Factors
– Title Tag
– Meta Description
– Internal Linking
– Content
– Website Code and Architecture – Is it W3C Validated
– Broken Links
– Footer Links and keyword Stuffing are a BIG NO!
• Off-Page Factors
Comprise of Links and Conversations

7. What is Panda, Penguin &
Hummingbird
• Panda
– Refers to a series of updates released by Google to
their engine that are intended to discourage
people who create large amounts of mediocre
content in an attempt to claim many keyword
rankings without generating much value for users.
• Penguin
– An update that happened in April 2012, as a
follow up to Panda for overly –Optimized Sites

8. Research & Discovery
Competitive
Analysis and
Keyword Search
Volume Analysis
Keyword Analysis and
Identifying Niche Target
Audience
Finalize Traffic
Generating Keywords
for Local Search,
National Search and
Global Search
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9. On Site Strategy
Title Tag
Optimization
Meta Description
Optimization
Keyword
Optimization
Header & Alt Tag
Tag Optimization
Anchor Text
Inclusion
Body text
Optimization
URL Rewriting and
domain level Code
Optimization
Yahoo, Bing and
Google Sitemap
Submission
Google Analytics
& Goal Setting
Installation
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10. Off Site Strategy – Ongoing Minimum 12 months
Local
Citations Web 2.0
Content
Author Rank &
Google+
Management
Link Building
Niche
Directories
Blogging
– Guest
Blogging
Content
Writing and
Syndication
Social
Book Marking
Mobile &
Local Search
Optimization
Online
Customer
Reviews
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11. Control First Page of Search Results

12. Local Search EcoSystem

13. Digital Data Management
• Names, Address& Phone Number(NAP)Consistency
• Volume of Reviews from 3rd Party Websites
• Volume of Citations

14. Local Search Success Factors
• Off Places/ Local Business Listing Tips
– Reviews
– Claim Local Review Sites
– List in local business directories
– Social Profiles—NAP consistency
– Your NAP information featured clearly on your website
• Proper category associations
• A physical address in the city being searched
• Consistent, high-quality citations from sources that are:
• Authoritative
• Trustworthy
• Industry-relevant
• Your location as a keyword in title tags and headlines
• A handful of high-quality inbound links”

15. Analysis & Measurement
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Using analytics in this way is
another practical form of ongoing
keyword research. Focus on those
keywords that are actually
producing results in terms of
traffic or conversions on your
website. You may be surprised to
find out some of the keywords
people use to find you online.

16. Search Engine Results
5 Monthly Report

17. In a Nutshell – Focus on
• Quality of your site in terms of visitor interactions, content
value and other on-site elements -- not over employing
complex SEO techniques designed to boost rankings.
• Visitor engagement matters more than ever
– Leverage Social Media Marketing
• Unique Content quality will grow in importance
– So, build quality content that is genuinely geared for your readers
– Look for opportunities to Guest Blog

18. Blogging Attracts More Links & Traffic

19. Questions