SEO_presentation_Shanti_Business_School(19-08-2010)

Internet Marketing:SEO (A Walkthrough to online success)PART 1 : 

Internet Marketing:SEO (A Walkthrough to online success)PART 1 Zohdi Rizvi Founder, Kitaab Market Twitter: @zohdi_rizvi

A brief about me: Zohdi Rizvi : 

A brief about me: Zohdi Rizvi Zohdi Rizvi Founder of KitaabMarket.com Qualification: MBA in Marketing and BBA in e-business Certifications: SEO Certified Google Analytics Certified Inbound Marketing Certified

Why Am I here? : 

Why Am I here? 3 The reason why I am standing before you today is to realize you that you need to step up and accept that future of Marketing lies in Internet Marketing! I would be helping you to understand and accept: The basics of Internet Marketing What are the pre-requisites to become an Internet Marketer How it will help you in your career? How it can differentiate you from rest of the world who’re sleeping with traditional marketing channels. Last but not least, to bring confidence and pave the path for your success in your whole MBA program.

Objectives of Today’s Presentation : 

Objectives of Today’s Presentation 4 Clear your myths about the IT Help you to understand the role of IT in your career Make you aware of countless opportunities available around you Help you to view Internet from the different dimension Explain you the aspects of Internet Marketing Help you to understand how Google Works Let you understand the benefits of ranking higher in Google/Yahoo/Bing Make you aware of term Search Engine Optimization (SEO) Help you to figure out the factors affecting your rankings in search engine

What you’ll get? Huh…! : 

What you’ll get? Huh…! 5 After presentation; you will be able to Say, Yes I can be an internet marketer very soon. Say, that you love how internet can be so helpful for your business Say, that you can empower yourself with skills of Internet Marketing Last but not least, a small thanks to organizers of this presentation 

Pre-requisites of Internet Marketing : 

Pre-requisites of Internet Marketing 6 Before I start my presentation, let me clear your whims related to questions such as Am I eligible for Internet Marketing??? Yes! Only if you have: High addiction to Internet (3-8 hours a day) Good Communication in English Good in copy-pasting  Have something to sell/ present/ or distribute on Internet and Patience! THEN YOU’RE A POTENTIAL INTERNET MARKETER

Internet Marketing Defined! : 

Internet Marketing Defined! 7 Before we understand the terms first understand this: INTERNET & MARKETING Marketing is the process by which companies create customer interest in products or services It is a network of networks that consists of millions of private, public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies. So, how does that connect…?

Slide 8: 

8 You (marketer) can now push your Products worldwide with just a click of a mouse button..! Isn’t interesting?

Definition of Internet Marketing : 

Definition of Internet Marketing 9 Internet marketing, also referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing of products or services over the Internet. “Over the years, marketing has evolved through three stages that we call as Marketing 1.0., 2.0., and 3.0. Many of today’s Marketers still practice Marketing 1.0 (Product Concept), some Practice Marketing 2.0 (Marketing Concept) and a few are moving into Marketing 3.0 (Internet Marketing). The greatest Opportunities will come to marketers practicing 3.0. ” says, Philip Kotler, 21st century renowned Marketer Reference: Marketing 3.0 From Products to Customers to Human Spirit

DIMENSION(s) OF INTERNET MARKETING : 

DIMENSION(s) OF INTERNET MARKETING 10

Slide 11: 

11

Search Engine Marketing: SEO & PPC : 

Search Engine Marketing: SEO & PPC 12 Search Engine Optimized (Organic) Result Pay Per Click Sponsored Ads Results

How Search Engine Works? : 

How Search Engine Works? 13

Slide 14: 

14 Are you saying, I don’t get it? No problem Check this official Google Video How Search Works: http://www.youtube.com/watch?v=BNHR6IQJGZs

SEO v/s PPC: Which one is better? : 

SEO v/s PPC: Which one is better? 15 SEO Takes time and effort Can be free, if self managed Drives more traffic to the website compared to PPC Customer trusts more on organic search results than Ads Website needs to be optimized Usually takes 2-8 weeks before results start showing PPC Results shown in 30 mins- 1 day Cost around $ 0.40 - $ 20 for a click on ad Drive traffic, only if appealing and contextual Customer trusts less on ads than organic results As website does not need to be optimized for PPC to bring traffic, although conversion requires landing page optimization

Slide 16: 

16

Search Engine Optimization : 

Search Engine Optimization 17 Search Engine Optimization (SEO) On-Page Optimization Search Engine Weightage:20-25% Off-Page Optimization Search Engine Weightage:75-80%

On-Page Optimization Tips : 

On-Page Optimization Tips 18 Following are the few tips that needs to be taken care of while doing on-page Optimization: Keyword Research Find the best keywords in terms of no. of searches/month and competiton Use tool such Google Adwords Keywords Tool, WordTracker etc https://adwords.google.com/select/KeywordToolExternal http://www.freekeywords.wordtracker.com http://www.google.com/insights/search/ On-Page Optimization Title Tag Meta-Keyword and Description Heading Tag ( H1 – H6) [ H1 has highest relevance to S.E] Alt Tag to define Image URL structure File Naming Internal Link Optimization Sitemaps etc.

SEO begins with On-Page Optimization : 

SEO begins with On-Page Optimization 19 <html> <head> <title></title> </head> <body> Welcome to Internet Marketing <br /> <a href=“#”>Click here to know more</a> <br /> </body> </html> Will not rank in Google/ Yahoo/ Bing for keyword Internet Marketing due to poor on-page SEO optimization What’s Missing: Title Tag Meta-Keywords and Meta Description Alt attribute Poor URL structure Poor File-naming No Heading Tags

Optimized Web Page: Search Engine View : 

Optimized Web Page: Search Engine View 20 <html> <head> <meta name="description" content=“THE INTERNET & THE FUTURE OF MARKETNG: INTERACTIVE EXPLORATION…..” /> <meta name=“keywords content=“internet marketing,internet,marketing,future of marketing” /> <title>Internet Marketing | the future of marketing </title> </head> <body> <h1>Welcome to Internet Marketing</h1><br /> <img src=“internet-marketing.png” alt=“internet-marketing” /> <a href=“internet-marketing.html”>Get full info on Internet Marketing</a> </body> </html>

Authority is Determined by Links : 

Authority is Determined by Links

Why Links are Votes to Google : 

Why Links are Votes to Google Recommendations from friends “I know Shanti Business School” “SBS is a great Business School” You trust the person saying this Links are online recommendations A link: http://www.shantibschool.edu.in/ Anchor text: Business School in Ahmedabad Link is from a trusted website for instance Gujarat Technical University website.

Off-Page SEO: The Real Factor : 

Off-Page SEO: The Real Factor 23 Always start with Keyword Research, testing and selection Use Keyword in Link Anchor Text (Ex: <a href=“#”>Use keyword here</a> ) Obtain Links from High Ranking Publisher Sites One-way Inbound Links Gradual Link Building Strategy Use relevant keywords near your inbound links ( Contextual Relevance) Deep Linking (From multiple pages to Multiple Pages) Links from website having context plus have good Page Rank value

SEO Tips for 2010 and Beyond : 

SEO Tips for 2010 and Beyond Lots of pages Search spider friendly Keyword-rich content Link-worthy content Promote content to get links Publish more often Build a large social following Engage your social following

Career in SEO? Yes! Lot of Career : 

Career in SEO? Yes! Lot of Career Search today on Naukri.com with keyword SEO, or Internet marketer Google today on Internet Marketing Jobs Go to http://www.onwardsearch.com Starting pay abroad: $40K-100K/year Starting pay in India: 15k-30k 25

Suggested Next Steps : 

Suggested Next Steps The Basics: Read the book “ Search Engine Optimization – an hour a day” available on Kitaabmarket.com Establish your own web presence either through your own personal blog or website to learn and practice SEO. Create your free blog using Google blogger: www.blogger.com More Advanced: Get certified in Inbound Marketing from Hubspot: http://www.inboundmarketing.com

Thank YouQ & A : 

Thank YouQ & A Zohdi Rizvi Founder and Online Marketing Head @kitaabmarket Twitter: @zohdi_rizvi Email: zohdi.rizvi@gmail.com Facebook: http://www.facebook.com/rizvi.zohdi LinkedIn: http://www.linkedin.com/in/zohdirizvi