social media and seo tips to make your business succeed

Navneet Kaushal CEO PageTraffic

The Power of SEO & Social Media

www.pagetraffic.com

Navneet Kaushal Founder & CEO of PageTraffic

13 Years of Digital Search MarkeDng experience

Editor www.pagetrafficbuzz.com

Expert author on WebProNews, Search Newz, Clickz, Social Media Today,

Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc

Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc.

About PageTraffic Established in 2002

95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London

Offers SEO, SMO, PPC, Link Building, Web Development services

More than 2500 clients worldwide

Winner of Red Herring Top 100 Asia Award 2011

WHO AM I?

Digital Marke:ng in 2014

Search

Why is SEO important?!

Number of Searches/Day on Google

Average Daily Queries on Google!

3 Billion Searches/Day (announced Aug. 2012)

Growth of Google Queries in Last 5 yrs!

Number of Searches/Day on Google

3 Billion Searches/Day (announced Aug. 2012)

State of Search-‐ India

Source: Netmarketshare and business-‐standard.com

Google 97%

Yahoo 1%

Bing 1%

Others 1%

Indian Search Engine Market Share

Search Often Brings the Most Highly Qualified Traffic

§  Helps you create a beKer website

§  Brings in qualified traffic

§  Helps you create beKer content

§  Measurable/Ac<onable

SEO from a business perspec:ve

DID YOU KNOW?

Search engines cannot read FLASH and JavaScript content.

DID YOU KNOW?

SEO is not only about keyword op<miza<on -‐ the number and quality of incoming links is also very important.

DID YOU KNOW?

It's actually quite easy to exclude certain pages from search engine results by using a robots.txt file.

DID YOU KNOW?

The most important SEO task is seXng up a keyword strategy.

DID YOU KNOW?

Google checks for duplicate content on your website.

DID YOU KNOW?

Google displays META descrip<on content in the results lis<ng.

DID YOU KNOW?

The webpage names also influence the rate of op<miza<on for certain keywords.

DID YOU KNOW?

A common website mistake is giving each page the same <tle.

DID YOU KNOW?

Google moves websites down in the search results when an excessive number of keywords are used.

DID YOU KNOW?

A page’s load <me influences the ranking of your website in search engines.

DID YOU KNOW?

Search engines look at how much code you use. Therefore, tables and inline styles not only make your code less synop<c but could also affect search engine ranking.

DID YOU KNOW?

It's actually quite easy to exclude certain pages from search engine results by using a robots.txt file.

Organic vs. Paid Search

Paid

Organic

Organic vs Paid

Organic •  Time bound •  Higher entry cost (<me / Rs.) •  Lower ongoing cost (<me / Rs. •  Long term strategy

Paid •  Instant •  Lower entry cost (<me / Rs.) •  Dynamic cost over <me •  Targeted •  Measurable ROI •  Short-‐Mid Term Strategy

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SERP Features In 2013, Google Introduced more search engine results page features than ever.

7-‐RESULTS SERPS

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10-‐RESULTS SERPS

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EVENT SITELINKS SERPS

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GOOGLE+ BRANDS SERPS

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PAID SHOPPING (LEFT) SERPS

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PAID SHOPPING (RIGHT) SERPS

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KNOWLEDGE GRAPH (KG) SERPS

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AUTHORSHIP THUMBNAIL SERPS

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH SNIPPETS AND SCHEMA MARKUP SERPS

What else is changing?

The Way We Consume Informa:on Has Changed

Copyright © www.pagetraffic.in

The Way We Communicate Has Changed


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•  Hummingbird •  Google Panda: 25+ updates •  Google Penguin: 4 updates •  Exact-‐Match Domain (EMD) Update •  Page Layout: 2 updates •  7-‐Result SERPs •  Link Warnings •  Knowledge Graph •  Venice •  Other Monthly Updates: 390


Google is Constantly Changing

Audience Search Habits are Changing


Shib in Balance is happening


Link Building

On-‐Page Basics

In 2008, SEO Was This

LINK BUILDING

UX

CONTENT STRATEGY

MOBILE

SITE SPEED

VIDEO ON-‐PAGE

SEO

CONTENT MARKETING

In 2014, SEO is This

Get Your Things Straight

Set Goals Why do you need Search Marke<ng?

Research Keywords How & What do people search for?

Onsite Op<miza<on Create a site that search engines will love But create with humans in mind

Offpage Op<miza<on Make your website trustworthy

Repor<ng Keep Track of Everything you do

Choosing the Right Keywords How to target compe::on becer

•  It’s necessary to do some keyword analysis… •  What is the volume of traffic for the keyword

combina<on? •  Have other websites op<mized for those keywords?

Would it be hard to get a high ranking? •  Who sits in the No. 1 spot for those keywords? •  What keywords are my compe<tors targe<ng? •  What do the keywords say about the searcher’s

intent/mindset? •  Surfers •  Researchers •  Buyers

Choosing the Right Keywords

hcp://bit.ly/keywordtool2012

Tools for Keyword Research

Use Google Keyword Tools to create initial list of related search terms and search volume

Select location and language


hcp://www.google.com/insights/search/


•  Wordtracker •  Wordstream •  Keyword Discovery

Other Keyword Research Tools

•  Organize your keywords by: •  Languages •  Locations •  Target audiences •  Purchase cycle •  Importance •  Legal requirements

•  Brand name •  Product name •  Model numbers, etc.

KEYWORD ORGANIZATION

•  Op<mise each page for a different keyword combina<on

•  Don’t choose single keywords – 3-‐5 word combina<ons are best

•  Don’t choose generic keywords -‐ be specific •  Don’t choose hotly-‐contested keywords •  Use geographic qualifiers – i.e. India •  Put yourself in the buyer’s shoes •  Choose keywords that align with a ‘buying’ state of

mind

Keyword Advice

Onsite Op:miza:on

•  On-‐site factors play a big role in determining your search engine rankings

•  These are the things that you can do yourself or that you can task your web developer to do on your behalf

Onsite Op:miza:on

Be careful when using mul<media plaqorms, such as Flash, par<cularly as naviga<onal elements Your website must be ‘spiderable’, otherwise it won’t get good search engine rankings Text-‐based naviga<on can be ‘spidered’; links embedded within a Flash element cannot. Be careful also with Javascript, DHTML or other graphical naviga<on elements If you use these, provide a text based naviga<on bar elsewhere on the page

Use of mul:media plaforms

Your naviga<on structure and accessibility is cri<cal for search engine rankings – search engines need to be able to access your content in order to index it KISS principle Employ the 2 click rule (3 click rule at most) Use textual links from your home page Use a Sitemap which can be accessed from your home page Employ inline / contextual links

Onpage Naviga:on

The singularly most important on-‐site factor!

The TITLE Tag

Almost always the heading that Google chooses for its lis<ngs. Therefore it needs to be en<cing or contain a call-‐to-‐ac<on

If you do one thing to your site, then this should be it!

•  Include your chosen keywords within the TITLE tag – preferably near the start of the tag

•  Try to keep it to 70 characters •  Must be relevant to the page content •  Very important -‐ each page should have a different TITLE tag

The TITLE Tag

•  Search engines also use a series of metadata tags that reside in the header of the page to index websites

•  These tags can’t be seen by human visitors to your website – but they’re s<ll interrogated by the search engines

Metadata Tags

•  A textual descrip<on of what the page is about

•  Shows up in Google search results

The Descrip:on Tag

•  Include keywords close to the start of the tag, but don’t repeat more than 3 <mes

•  Try to keep it to 150 characters •  Must be relevant to the page content •  Each page should have a different DESCRIPTION tag

The Descrip:on Tag

•  No longer counts

The KEYWORD Tag

•  Google loves original, high quality textual content •  Body text is extremely important for search engine

rankings because this is what human users come to see

•  Keywords, synonyms and varia<ons of the primary keyword combina<on should be included in the body text, but not so that it reads ‘ar<ficially’. It should read naturally.

Body Text

•  URLs that contain keywords are beKer than those that don’t

•  Quite easy to do if your website is sta<c, a liKle more difficult for database-‐driven sites

•  Don’t make the URLs too long because this will be seen as an aKempt to manipulate the search results

•  Good and bad: •  www.mysite.com/health-‐insurance •  www.mysite.com/search.asp?insuranceID=435&locID=32

Keywords in URLs

•  Heading tags – eg. <h1>, <h2> -‐ within the HTML iden<fy headings within the page copy and break up the text

•  They are used by search engines to determine page content

•  Use keywords in these tags, but don’t overdo it.

Heading Tags

•  The ‘anchor’ text contained within hyperlinks provides Google with an understanding of what the linked content is about

•  Every hyperlink on your site should have descrip<ve anchor text, rather than ‘click here…’

•  Inline links or contextual links are best •  eg.

•  Blue Train Enterprises offers a free white paper on how to op<mise your website for the search engines

Link Anchor Text

A.  Naked URLs: such as www.xyz.com

B.  Generic/junk anchors: “click here”, “this website” C.  Brand keywords: PageTraffic, pagetraffic India, page traffic

or pagetraffic SEO company

Link Anchor Text Diversifica:on

•  ALT is displayed if the image doesn’t load in the user’s browser

•  The ALT tag should describe the image •  Keep it short and to the point •  It also can have a posi<ve effect on your website rankings

•  Don’t use ALT tags as a place to stuff keywords

Image ALT Text

•  Domain names no longer assist in search engine rankings

•  If you are thinking of changing names, or planning a new business, think carefully about the domain name you choose

•  Best to have .in for Indian market, but if possible secure .com as well

•  Try to keep it short, memorable •  Register the name for as long as possible

A word on domain names…..

Customer Assurance Factors •  It is recommended that your website contains:

•  Business informa<on – •  Telephone number – 1800 adds credibility •  A physical address •  Informa<on about your business – ‘about us’ •  Policies

•  Privacy •  Security •  Terms of use / disclaimers

•  A sitemap with links to major pages

Content

Pick Content Type

Build Content With High Search Link Intent

KEYWORD “FACTS” KEYWORD “INFORMATION”

KEYWORD “DATA”

Learn the art of storytelling

•  Some ideas for new content for a ecommerce website: •  New products •  Company ac<vi<es •  Special offers or discounts •  Achievements – awards •  New staff profiles •  Case studies about your products or services •  Tes<monials from customers •  ‘How to’ guides •  General advice about products or services •  Observa<ons about the market

Add content regularly

Elements of Op:miza:on

“Localized” or targeted content

• Loca<on •  Industry

Landing Pages

Elements of Optimization

•  250 or more

words •  Don’t forget

locations! •  Updated content •  Avoid duplicate

content

Text Content


•  Words and

phrases commonly used to describe your product, service, location, etc.

What words and phrases do your customers use to search for you?

Keywords In Text


•  Text tagged “Strong” or “Bold”

• Outbound Links

Emphasized Text

Promote

A Mashable survey in August 2013 revealed that 17.4 percent of global web traffic comes from mobile compared to 11.1 percent in the previous year.

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Start asking the right ques:on...

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How Do I Rank #1?

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What’s the best strategy to drive traffic to my site and convert it?

Social

Social Lives at the Top of the Funnel

Social Media

•  Social Media is forecasted to grow 26% CAGR by 2016

** CAGR = Compound Annual Growth Rate (year over year)

Looking to 2014

AUDIENCE ENGAGEMENT "SOCIAL CONTENT STRATEGY"""FACEBOOK’S TEENAGE WASTELAND

1

2

3

Social is a Necessity, Not a Luxury

THE BENEFITS OF SOCIAL IN 2014

IMPROVED SOCIAL SIGNALS

COMPANY BRANDING

IMPROVED BRAND AWARENESS

WORD-‐OF-‐MOUTH ADVERTISING

INCREASED CUSTOMER LOYALTY AND TRUST

IMPROVED AUDIENCE REACH AND INFLUENCE

Platforms Important question to ask?

Is the platform aligned with my objectives? Does it help build a brand community? Is it helping create a digital asset?

Common Mistake

Chasing Facebook Fans!

•  Typically less than 5% of your updates are shown to your fans

•  You need a sponsored story to reach your own fans

•  Every time you need to engage with Fans, you need to spend more!

Is Facebook page a digital asset for a brand?

Why did this happen?

•  Facebook is a Social Networking platform

•  With more ads and brand updates, user loose interest,

which harms Facebook as a platform

•  Facebook stock price was declining

•  To boost revenues, stock price, brands were asked to pay

more to reach their own fans

•  Facebook has launched new ad formats – In feeds, and

video!

Where to Par:cipate?

Q+A Sites

Document Sharing Sites

Build a Community, Not a Brand DETERMINE YOUR AUDIENCE"

"

FIND OUT WHAT THEY’RE LOOKING FOR OR TALKING

ABOUT""

WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE

SHARE

A Cohesive Content Plan

*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014

SOCIAL MEDIA AUDIENCE BUILDING

RELATIONSHIP BUILDING & ASKING LINK BUILDING

•  If you employ one of the strategies men<oned in this presenta<on, you will get some benefit in the traffic and conversions

•  If you employ a couple, you will get much greater benefit

•  If you employ all of them properly, then you will most likely go to the top of the results

•  The liKle things count and, when you employ them together, they can make a big difference to your site performance

A final thought

Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!