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Introduction to Search Engine Optimization, Basic of SEO
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Search Engine OptimizationSearch Engine OptimizationUnderstanding the Search Engines LandscapeUnderstanding the Search Engines Landscape
Content in This Presentation
• The Search Landscape• Conducting Keyword Research
The Search Marketing Landscape
100 Billion Searches
Each Month!
Organic vs. Paid Search
Organic
Paid
Organic vs. Paid Search
90% of Clicks
10% of Clicks
Click-Through Rates
Vertical Search
Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard
search results
Image Results
Video Results
News & Blog Results
Shopping Results
Instant Answers
Instant Answers
Instant Answers
News Results
Real Time Results
Local Results
Image Results
This Presentation Focuses onThis Presentation Focuses on
The Goals of Keyword Research
Determine Relative Volume Levels
Identify High Value Keywords
Predict the Effort Required to Rank Well
Choose the “Best”Words/Phrases to Target
The Keyword Demand Landscape
The Long Tail of Keyword Demand
Tools & Tactics for Brainstorming& Refining Your Seed List
Salespeople & Customers
Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Competitive Keyword Research
Restrict queryto competitor’s
domain
The Keyword Research Process
Start with Your Seed List
Create Spreadsheet w/ these Columns
Get Google Search Demand Numbers
Guesstimate Conversion Rate Numbers
Or Use PPC Campaign Data
Add Keyword Difficulty Data for Top Terms
We like using a weighted average ofthe Page Authority metric
Target High Volume, High Value, Low Difficulty Terms First
Thanks !!Thanks !!
Sujay Khandge (MBA, BE)Blog: http://www.ksujay.blogspot.com
[email protected]: +91 -9766654355