Praveen: Analytics SEO SEM Online Marketing

Search engine Optimization is more like public relations exercise made online. The main objective of your activity should be to increase your existing visibility by working on all forms of content and effectively making it work to your advantage.

This simply means suppose you search for any brand name or generic word on Google.com more than 6/10 times you will find one or more results from:

A) Wikipedia

B) Technorati

C) Del.icio.us

D) Blog Site

E) New Site

F) PR Site

G) Tags with that Keywords

H) Last but not the least from Vertical Engines (Images, Videos etc…)

Optimization must be done by closely monitoring the type of results displayed by search engines. For generic names or brand names it is very essential to have content online in all forms and media formats. This content must not only be optimized with keywords but also popularized by driving traffic by linking from main site, including popular tags, intelligently interlinking each other content.

Each media hosting your content has a potential to attract traffic and hence drive traffic to you website. Aggregate of traffic from all referral sources forms a signification chunk in your overall traffic to any website. Building the long tail of referral sites is very essential for every website.

Try to port your content in as many media formats, languages possible, which makes sense to business. Distribute this content to all possible publishing sites. Link to these content intelligently giving users access to all relevant content distributed and published online.

For example your business sells bicycles, you can do the following:

A) Create all possible useful textual content on bicycles and publish them online.

B) Publish Image of Bicycles online, upload on blogs, Flickr etc..

C) Videos of Bicycles on your site, Youtube, Video search engines.

D) Create Tags on technorati, del.icio.us etc.

E) Create blogs linking all of them. Link to wikipedia, swicki, rollyo, del.icio.us,

Some Optimization Tips for other Media Formats

A) Host Images in the same server; do not source it from other domain/server.

B) Do not have images of the size of wallpaper. Have smaller images with content covering around the image.

C) Use Stemmed Keywords/related words appropriately in Titles, Alts, Tags, Headings, Image Names, Video Names, Description content, Category Names, Urls without repeating the same word.

D) Keywords can be repeated in for proper names.

E) Give Location names wherever possible, Video Tags, Blog Titles, Image Description, Image Headings, Image Names, Anchor Texts etc.

F) Host Videos on Youtube, Google Videos. Give a link to your site in the Title or description of your Video. Include Location Names in description.

G) Use all possible keywords & location names as Tags in the Video.

H) Embed your Videos, Maps on Blogs, Website.

I) Create Custom Search Engines on Google, Swicki, Rollyo specific to a location. Include all you content from PR, Youtube, Websites, Blogs in Custom Search Engines etc.

J) Drive traffic to CSE, Swicki, by embedding in Blogs.

K) Regularly update Blogs & increase RSS subscriber count.

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Some points comparing SEO & PR which to my opinion has a lot of similarity

1) Search Engine Optimization is technique which is optimize your website for gaining better visibility or ranking in search engines.

2) SEO is free of cost

3) SEO is more of promoting web content. Involves a lot of working on your content.

4) SEO can be done in-house or through an Agency

5) SEO involves making your online content richer with keywords

6) Search engine optimization also involves techniques to promote every event, news about your company so as to be gain online visibility.

7) SEO requires lot of linking which again requires you to get in touch with other websites and build relationships

In SEO there is a simple rule you do not know what you do not know.

9) Getting high visibility always require hard work, knowledge and perseverance.

10) Last but not the least SEO has no direct measurable results.

11) Right SEO can get you brand promotion.

12) If you can do SEO right your site can get promoted by itself.

13) SEO involves constant analysis of how search engines & users view your website

14) SEO involves constant analysis of how your competitors are placed against you on search engines.

Similar comparison of above point’s vis-à-vis Public Relations (PR). I am not very good about knowing what PR is about, however do comment me on if I am wrong somewhere.

1) PR involves always working on your content that offline media picks up about you.

2) Right PR can get your free publicity.

3) PR also involves constant check of what your competitors are saying

4) PR adds to your brand value.

5) PR also cannot give you direct measurable results on increase in awareness, traffic etc.

6) PR also involves constant monitoring of how the media looks at your company.

7) PR equally requires hard work, knowledge & perseverance. No shortcuts to gaining success.

PR involves publicizing and taking leverage of every possible event, news about your company and industry.

9) PR also requires maintaining relationships with other network companies to provide positive support to your standing.

10) PR is done mostly through an Agency

11) PR is more of promoting web content. Involves a lot of working on your content.

These are just few points however SEO involves a lot of technical knowledge and know-how and analyzing how search engines rank websites. Also SEO involves optimizing different forms of content such as video content, news content, Image content, to respective media like video search engines, news search engines, Image search engines etc..

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New Sites are launched at the rate of 1 in every second approximately. But how many do you think really think about creating a search engine friendly website. Most people create a site, keep it live for few days/months or sometimes years without changing anything. Once they have consider bale business built up they hire a SEO specialist and pay huge amount of money optimizing the website.

If webmasters or site owners are proactive, they could save huge money on Web site rebuilding/redesigning if they are aware of certain search engine friendly guidelines initially.

Below are certain Tips for new site owners before making live their brand new site:

A) Minimize the use of Flash Content. Do not use Frames.

B) When creating file names use keywords. Suppose a page on Buy-Widgets will have Purchase-widget.html.

i. Use hyphens in file names not underscore if you wish to.

C) Create a page on Privacy policy and Disclaimer.

D) Create static URLs for individual user profile pages, these pages to be light and crawl able. For example http://www.domainname.com/username.html

E) Include Address or Contact number on every page of the site in the footer.

F) Validate pages with W3C CSS validation. Include the sign W3C validated on the page.

G) Use Compressed Image Format to reduce the web page weights.
i. The Total web page size must be maximum 100KB.

H) Include Content of about 300 words on every page

I) USE H1, H2, H3, H4 Tags wherever required. But just one 1 H1 tag per page

J) Use appropriate Titles & Heading describing the content

K) The Site must have text links linking to other pages. Do not make navigation in JavaScript. Make static text links to inner pages. If you are using images then give Image Alt, Title with keywords.

L) There must be a link to home page from every inner page of the site both from Logo and Home anchor.

M) Do not use extensive JavaScript in the HTML. Keep pages simple HTML, keep a tab on average load time. Remember even if the site is not very attractive it is fine but if takes longer time to load then it would not be good.

N) Use CSS instead of tables in HTML, avoid the nested table structure.

O) When linking to different pages, use the same urls. Avoid canonical urls. For example, use either http://myworld.com/ or http://www.myworld.com/ or http://www.myworld.com/index.html. Do not use all combinations of them in the HTML.

P) Use both Header Menu as well as Footer Menu.

Q) Create a Site Map. Use the word Site Map instead of Site map

R) Do not use hidden text links, comments in HTML.

S) Keep all JavaScript in the external include files

T) Keep all CSS in the external Include files.

U) Try to free the HTML page from code as much as possible.

V) Use meta name=”Robots” content=”Index, Follow” on every page of the website

W) Use XHTML format for developing web page only… (http://www.w3.org/TR/xhtml1/)

X) Do not increase the directory structure by more than 2 levels. Try to keep all pages in the root directory on the site.

Y) Please do not keep pages with no content.

Z) Do not use Meta Refresh Redirect or JavaScript Redirect to any page.

AA)Do not copy the content that is already present across any other site.

BB) Remove redundant files present in the server. It reduces the downtime in searching the file name…

CC)If a redirect needs to be placed, place a 301 permanent redirect. Using Domain Level mod_rewrite function to redirect.

DD)Kindly ensure the text of the page in the top portion of the page.

EE) The Brand Name should be visible in Big Bold Text.

More detail on the above broader points in my future posts…..

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This hardly matters for a SEO promoting using White Hat techniques. Also getting your post on Wikipedia is more difficult than getting 100 backlinks with PR 2-3.

SEOs would spend the same amount of effort building backlinks through article submissions/Pr submissions and persuading webmasters to post a link on their site than spend the effort in creating wikipedia posts.

You find their reasons here, this would hopefully be easier for people to post genuine articles on en.wikipedia.org

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Naukri.com is a India’s No.1 Job portal, with Alexa rank hovering around 300 mark. The site surely is an authority on its own by the volume and nature of its content. Surely the backlinks received from its own pages is enough to get a decent rank on search engines.

However the site has managed to gain No.1 Spot for keyword Job on Google.co.in. Despite the fact the nearest competitor having PR 8 backlinks with similar keywords as anchor text.

Getting backlinks are not the sole criteria for gaining rankings on Google. My strong belief is that you need to promote your site with strong content across the Internet in all forms of websites, such as directory, blogs, article repositories, forums, etc…. This can be called Content Marketing.

The promotion need to be natural, in the sense the your content has to be complementing the theme of that web page, value adding the web page and users reading that web page.

If your content can act like a link bait then it is an additional incentive in gaining popularity.

More on this Topic in following posts…

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