Search Engine Optimization:

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Search Engine Optimization
Science or Magic
An ultimate choice of Internet advertisement
INBS 510 by Sujit K. Bhattacharjee and Margaret
M. Walsh
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Search Engine Optimization
Search Engine Optimization is the art and science
and magic of getting yourwebsite into the major
search engines and directories
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Search Engine Optimization
What is SEO / SEM? Why?
How important is it to be seen?
How?
Science or Magic?
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The strategic manipulation of a Web site to
improve the likelihood of being selected for a
top ranking in search engines, with an ultimate
goal of incremental traffic to the Web site and
increased revenues.
Search Engine Optimization
Definition
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Search Engine Optimization
- 550 million global searches - 245 million
searches per day in USA.
- High ROI of search engine marketing
March 2003, U.S. Bancorp Piper Jaffray
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Search Engine Optimization

• How does SEO work?

• Most search engines use software programs called
  spiders (also referred to as crawlers, robots, or
  bots). The spiders roam the web to search the
  content and index them in their databases.

• In search engine databases, Web pages are
  indexed on criteria such as keyword occurrence
  and link popularity

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Search Engine Optimization

• Three types of search engines
• 1. Crawler-based. Ex Google. They use
  spiders to crawl the Web
• 2. Human-Powered. Ex Yahoo! Depends on human
  submission
• 3. Hybrid. Ex MSN Search. A combination of
  crawler and human

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Search Engine Optimization

• Why is search engine placement important?

Consumers are 5 times more likely to purchase a
product or services after finding a web site
through a search engine vs. through a banner ad
or tile ad
It is important to know how to make the top ten
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Search Engine Optimization
Courtesy
http//www.justwebpromotion.com/top_ranking_search
_engines.html
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Search Engine Optimization
How Internet User's find websites Search
engines 84.8 (GVU Users Survey) Banner ads
1.0 (Target Marketing Magazine) Targeted email
1.2 (Target Marketing Magazine)
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Search Engine Optimization
55 of online purchases originate through search
listings
Courtesy
http//www.justwebpromotion.com/top_ranking_search
_engines.html
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Search Engine Optimization
Paid ranking vs. free organic listing -Though
more effective than CPM, PPC (pay per click)
costs continue to rise. US Bancorp reveals the
cost per lead from search engines is 0.29. -The
value of organic rankings grows as users are
getting smarter in avoiding the paid inclusions
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Search Engine Optimization

• Free Organic Ratings Tactics
• Use Keywords strategically
• More static pages for more content
• Specialized contents get automatic/magic ranking
  
• Meta tags (HTML elements) describe page content
• Link popularity Partners, reciprocal, Market
  places and competitions
• Register the Web site

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Search Engine Optimization
Register the Web site with as many search engines
possible
Etc.
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Search Engine Optimization
Example of a meta tag ltHEADgtltTITLEgtStamp
Collecting Worldlt/TITLEgtltMETA namedescription
contentEverything you wanted to know about
stamps, from prices to history.gtltMETA
namekeywords contentstamps, stamp
collecting, stamp history, prices, stamps for
salegtlt/HEADgt
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Search Engine Optimization

• What not to do!
• Avoid spider hostile features (Frames, Flash
  features, dynamic URLs, image maps, JavaScript)
• Do not spam search engines. Dont duplicate
  pages, imbed same-color text, repeat keyword in
  metatag, use tiny text.

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Search Engine Optimization
Personal experience
An e-commerce site selling network security
stuffs http//www.networksecuritystore.com Code
Change Title, Meta tags, URLs Use of tools
(server side translation)
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Search Engine Optimization
Using rewrite rule on the server.
http//www.networksecuritystore.com/details.asp?id
prod122
http//www.networksecuritystore.com/details122/
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Search Engine Optimization
Monitoring Traffic(Daily/weekly
reporting) Measure, Diagnose, Modify and Report
etc. Many Web-Stat software in Market AlertSite S
TATCOUNTER LoadStats etc.
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Search Engine Optimization
Two major Limitations
-Your advertisement might not to get to the top
of the listings. -Different search engines index
their listing in different ways. (Electronic
Commerce 2006, Efraim Turban. Pg.170)
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Search Engine Optimization
Overall
Advertising with Google and Yahoo(Overture) alone
and you'll reach over 90 percent of the internet
audience.
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Search Engine Optimization
Today, roughly one of every two online purchases
is preceded by an online search (DoubleClick,
"Search Before the Purchase", 2/2005).
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Search Engine Optimization
So, if the science of SEO is properly conducted
for the website then we can expect the magic to
happen and raise the revenue with the high volume
of clickers.
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Search Engine Optimization
Questions?
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Search Engine Optimization
Thank you.