1. Presented By:
Saurabh Daga
MBA 3rd Sem
DMS-SOM
Pondicherry University
SEARCH ENGINE OPTIMIZATION

2. What is SEO?
 Search engine optimization (SEO) is the
process of improving the visibility of a website or
a web page in search engines via the "natural" or
un-paid ("organic" or "algorithmic") search results.
 Search Engine Optimization (SEO) is the art
and science of raising web site visibility in search
engines and directories to increase targeted
leads. SEO improves natural or “organic” listings
in the Search Engine Results Pages SERPs), and
PPC optimization improves paid listings.

4. Types Of SEO
There are basically two types of SEO
 White Hat
A SEO tactic, technique or method is considered white hat if it
conforms to the search engines' guidelines and involves no
deception. White hat SEO is not just about following guidelines, but
is about ensuring that the content a search engine indexes and
subsequently ranks is the same content a user will see.
 Black Hat or Spamdexing
Black hat SEO attempts to improve rankings in ways that are
disapproved of by the search engines, or involve deception. One
black hat technique uses text that is hidden, either as text colored
similar to the background, in an invisible div, or positioned off
screen. Another method gives a different page depending on
whether the page is being requested by a human visitor or a search
engine, a technique known as cloaking.

5. Why SEO for Internet Marketing
 Every day, the search engines and directories
average 300-500 MILLION searches (multiple
sources)
 In a recent Forrester Research report, 81% of
consumers on the Internet find products by using
search engines.
 Unfortunately, only 7% of all web sites are
visible by the search engines according to a
recent StatMarket.com study. Most web sites are
not properly optimized for maximum search
engine visibility.

6. Why High Rankings Matter
 Appear on 2nd or 3rd page of Google (positions
11-30)
 One month after - 5.2 times original traffic
 Two months after – 9.4 times original traffic
 Appear on 1st page of Google (Top 10)
 One month after 30% more traffic of 2/3 page (3.36
X Original)
 Two months after 30% more traffic of 2/3 page (6.26
X Original)
 Conversion rate up 42% after 1st month, up 94%
after 2nd month

8. Methods Of SEO
 Getting indexed
 Preventing crawling
 Increasing prominence
 Cross Linking between pages
 Adding title tag and meta description
 URL normalization using the "canonical" meta tag or
via 301 redirects.
 File Names
Search Engines algorithms prefer that web
pages files are really descriptive and relevant
to the information displayed on the page.

9. Bad SEO Techniques
 1. Link farms – dilute referred PR, not under your
control
 2. Hidden text (white on white, etc.)
 3. Small text
 4. Keyword stuffing
 5. Duplicate title tags
 6. Doorway pages
 7. Cloaking / questionable redirects
 8. Commented keywords
 9. Mirror pages & sites
 10. Convoluted, invalid code – template based,
cookie cutter

10. Good SEO Techniques
 1. High rankings
 2. Keyword focused pages – theme-based
relevancy
 3. Plenty of text (not overly graphical)
 4. Clean, fast, standards-based pages (CSS lists,
headers)
 5. Offers metrics to validate and track
conversions / ROI
 6. SEO changes and optimization are
documented
 7. Extensive PR campaigns – RSS, newsletters,
releases
 8. Linking campaigns – check for back links

11. SEO in Global Market
 Successful search optimization for international
markets may require professional translation of
web pages.
 Registration of a domain name with a top level
domain in the target market
 Web hosting that provides a local IP address

12. Content is King - SEO is the Court
Jester
 SEO is not necessarily an appropriate strategy for every website,
and other Internet marketing strategies can be much more
effective, depending on the site operator's goals
 SEO may generate a return on investment. However, search
engines are not paid for organic search traffic, their algorithms
change, and there are no guarantees of continued referrals.
 A business that relies heavily on search engine traffic can suffer
major losses if the search engines stop sending visitors
 A top-ranked SEO blog Seomoz.org has suggested, "Search
marketers, in a twist of irony, receive a very small share of their
traffic from search engines." Instead, their main sources of traffic
are links from other websites

13. On a sticky wicket
 In March 2006, KinderStart filed a lawsuit against
Google over search engine rankings. Kinderstart's
web site was removed from Google's index prior to
the lawsuit and the amount of traffic to the site
dropped by 70%
 On October 17, 2002, SearchKing filed suit in the
United States District Court, Western District of
Oklahoma, against the search engine Google.
SearchKing's claim was that Google's tactics to
prevent spamdexing constituted a tortous interference
with contractual relations.

14. References
 En.wikipedia.org/wiki/search_engine_optimization
 Organic Search Engine Optimization Best &
Worst Practices for Maximum(and minimum)
Rankings-by:Andy King, President Web Site
Optimization, LLC
http://www.WebSiteOptimization.com
 SearchEngineWatch.com
 MarketingSherpa.com

15.  Thank You