SEO Services in Pune, seo services in india,

1. INDEX Chapter1 Introduction…………………………………………….......2 Chapter2 InternetMarketing………………………………………….3 Chapter3 SearchEngineOptimization………………………………..4 3.1OnpageOptimization…………………………………….5 3.2OffPageOptimization…………………………………….6 Chapter4 SearchEngineMarketing…………………………………..7 4.1PayPerClick………………………………………………8 4.2CostperImpression………………………………………..9 Chapter5 SocialMediaOptimization………………………………….10 Chapter6 SEOProcess………………………………………………. Chapter7 BenefitandScopeofSEO…………………………………… 7.1BenefitofSEO……………………………………………… 7.2ScopeofSEO……………………………………………….. 7.3Conclusion………………………………………………….. References………………………………………………………………....

2. InternetMarketing Onlineadvertising, alsocalledInternetadvertising, usesthe Internettodeliverpromotionalmarketing messagestoconsumers.Itincludesemailmarketing, search enginemarketing, social mediamarketing, manytypesofdisplayadvertising(including webbanneradvertising),andmobileadvertising.Likeother advertisingmedia,online advertisingfrequentlyinvolvesboth a publisher,whointegrates advertisementsintoitsonlinecontent,andan advertiser,whoprovides theadvertisementstobe displayedonthepublisher's content. Other potentialparticipantsincludeadvertisingagencieswhohelp generateandplacethe adcopy,anadserverwhotechnologicallydeliversthe adandtracksstatistics, andadvertisingaffiliateswhodoindependent promotional workfortheadvertiser. Onlineadvertisingisalargebusinessandisgrowingrapidly. In2011, Internetadvertisingrevenuesin the UnitedStates surpassedthoseofcabletelevisionandnearlyexceededthoseof broadcasttelevision In 2012,InternetadvertisingrevenuesintheUnited States totaled$36.57billion,a 15.2%increaseover the $31.74billionin revenuesin 2011.Onlineadvertisingiswidelyused across virtuallyall industry sectors.

3. SearchEngineOptimization Searchengineoptimization(SEO)istheprocessof affectingthevisibilityofawebsiteor awebpagein asearchengine's "natural"or un-paid("organic")search results. In general,the earlier (or higherranked onthesearchresultspage), and morefrequentlyasiteappears inthe search results list,themore visitors itwill receivefromthe search engine's users. SEOmaytargetdifferentkinds of search, including imagesearch,local search,videosearch,academicsearch, newssearchandindustry- specificvertical search engines. As an Internetmarketing strategy,SEOconsidershowsearch engineswork,whatpeople search for,the actualsearch termsorkeywordstypedintosearchenginesandwhichsearch enginesare preferred by their targetedaudience. Optimizingawebsitemayinvolveeditingitscontent,HTMLandassociated codingtoboth increaseitsrelevancetospecifickeywords andtoremovebarriersto theindexing activitiesof searchengines. Promotingasitetoincreasethenumberof backlinks, or inboundlinks,is another SEOtactic. Theplural of theabbreviationSEOcanalsoreferto"search engineoptimizers,"thosewhoprovideSEO services

4. OnPageOptimization Therearefollowingthingswehavetocoverin OnPageOptimization. W3cValidation WehavetofollowtheW3Cvalidationstandards. Content comesfirst A websitewith brilliantcontentcandogreatwithor withoutSEO,awebsitewithbadcontentwillnot survivewith orwithoutSEO,awebsitewith goodcontentcanbecomeevenbetterwithSEO! So, whatisconsidered goodcontent? Original Content(articles,text,images,videos, presentations,infographics,commentsetc.)– Nocopies or re-writesof existingarticles Contentpublishedonyourwebsitefirst –Even ifit’syour own content,ifyouhavealreadypublishedit onanotherwebsitethenit’s notgood foryour site. Contentthatincludestextas well –Trytohavetexttoaccompany your non-textcontent. For example if youpostvideosonyourwebsitetrytoaddatextdescriptionaswell. Ifyouaddimagestrytodescribein wordswhatthe imageis allabout.

5. Contentthatis useful–Don’tpublish content for thesakeof publishing. Beforehittingthepublish buttonmakesurethatwhatgoes liveaddsvalueto your website. Contentthatis wellresearched–Usersdon’twant toread quicklyprepared postsandneither does search engines.If youarewritingaboutacertain topic oransweringaquestionmakesurethatwhatyou writeis justifiedandcoversboth sitesof astory. Longarticlesareproven torankbetterthanshort articles. Postingfrequency–2things areimportantwhen itcomes topostingfrequency.Firstis tohavefresh content onyour website andsecondtoestablisha publishingstrategy andsticktoit. Pagetitles,descriptionandformatting This is SEO101butveryimportantas well. Whensearch enginesarereadingyour pagesamongthe things theycheckincludesthe pagetitle,thedescriptionofthepage,themajorheadings andimages. Theydosobecausetheyneedtounderstandwhatthepageisall aboutandthenbased onotherfactors as well(offpageSEO,domainauthority, competitionetc.),theywill placeyour pageinapositionin their index. Pagetitles–Each pagemusthavea uniquetitlethatwillhelp both search enginesandusersunderstand what the pageisabout. Apagewithtitle“OnPageSEOTips”isbetterthanapagewithtitle “index.html”. Descriptions–Thepagedescriptioniswhatthesearcherwillseein thesearchengineresultspage. Soit has tobedescriptive,upto150characters anduniqueforeach page. It’syouropportunitytoadvertise your pageandconvincethesearcher toclickyourlinkandvisityour websiteratherthanselectingoneof the otherlinks. Formatting–A pageneedstobeproperly formatted. Think of itlikeareportwhichneeds tohavea heading(h1)andsubheadings (h2). Important partsof thereportarehighlighted withbold,underlineoritalics. Donotjustthrowtextonthepagebutmakesurethatit isreadable as well. Besidesthe formatting practicesexplained aboveyoualsoneedtousea goodsize font(atleast 12px)andsplitthetextinto small paragraphs(max 4-5lines). Images–Images areimportant buttheseshouldnotincreasethe loadingtimeofthewebsite. Best practicesfor usingimages: 1)Useoriginal images. Ifyouneedtouseanexistingimagefrom theweb youneed to referencethe source. 2)Optimisethesizeofthe images –thesmallerthesize(inbytes)oftheimagethebetter. Useyahoo smush ittoreducethesizeof an imagewithoutsacrificingthequality.

6. 3)UseALTtagtodescribetheimage–This helpssearchenginesunderstandwhattheimageis about. 4)Usedescriptivefilenames–Don’tjustnameyour image‘image1.jpg’ buttrytousedescriptive filenames, for example‘Man doingpush-ups’. URLStructure TheURLstructure isan importantpartofon-pageSEO. WheneverItalkaboutURLstructure, I preferto split itinto4majorparts: Permanentlinks– Permanent linksaretheURL’sof each page. Good URLsshould belessthan 255 charactersandusehyphens to‘-‘separatethe differentparts. For examplea goodURLis: http://www.reliablesoft.net/seo-tips-for-beginners-15-ways-to-google-boost-your-web-site/ User Sitemap–Oneof your options in themainmenushouldbethe UserSitemap. This is an html file that representsthestructure ofyour website. Internallinking Linkingtopageswithin your websiteisveryimportantfor SEObecause: 1)It’slikebuildingyourown web:If you watchthe nicetutorial by Googleonhowsearch works, youwill see thatthefirststepa searchenginespiderwilldoisfollowthelinkstheyfind. So when theyarriveat your page, ifyou don’thaveanyotherlinkswithinthetexttheywill readyour pageand gobutif you havelinkspointingtootherpageswithin your websitetheywilltakethoseintoaccountaswell. 2)It’sawayto letsearchenginesknowaboutyourotherpages:As explained abovewhen search enginesfindapagewith links,theywillgoandreadthosepagesaswellso youcanusethistechniqueto tell searchenginesaboutpages ofyour websitethey havenotyetdiscovered. 3)It’sawayto tellsearchengineswhichareyourmostimportantpages:Every websitehassomepages that aremoreimportantthanothers. Internal linkingis oneoftheways topin-pointthemostimportant pagesbysendingthemmoreinternal links. 4)It’sawayto increasetime onsite–A userthatis readingyour postismorelikelytoclickonalinkto read moreaboutacertainsubjectandthus increaseboth thetimespendon yourwebsiteandthe numberof pagespervisit. Bestpracticesforinternal linking: 1)Don’tusekeywordsonlyforyourinternal links 2)Addinternallinkswhentheyareusefulforyour reader

7. 3)Nomorethan7-8internal linksperpage(thisismyopinionandnotbased on anyresearchor studies) 4)If applicableyou canalsouse‘related posts’attheendofeach postfor internal linking Speedandauthorship Lastbutnotleast, 2SEOtechniquesthat arebecoming moreandmoreimportantespeciallyafterthe releaseofpenguin2.0 (or 4.0as somepeopleliketosayit):Speedandauthorship. Speed Googleis investingahugeamount ofmoneytomakethe web faster. In everyGoogle I/Osomeonewill talkabouttheimportanceof speed andtheirdesire toincludethe fastestwebsitesintheir index. In orderto ‘force’web site owners totakespeedintoaccounttheyhaveofficiallyadded speed asone of the rankingfactors. So, weknowforsurethatwebsitespeed doesmatter when it comestoSEOandranking. As a webmasteryour jobisto makesurethatyour websiteloads asfastas possible bytakinginto accountGoogle’srecommendations. Googleauthorship Googleis preparingforthenextgenerationofSearchandtheir effortistorankhigherwebpageswritten bypeoplewhohaveauthorityontheparticularsubject. Oneof thewaystoestablish authorityisby correlatingthecontentyoupublish onthewebwithyour Google+profile. Then dependingonhow manyfollowersyouhaveandwhofollowsyou,your rankingmaychange. Googleauthorshipisstill atitsearlystages butit’sgainingground fastsoyou haveto createaGoogle+ profileandbindtheprofilewith your content. HTMLSitemap &XMLSitemap A sitemap (orsitemap)isalistof pagesofaweb siteaccessible tocrawlersor users. Itcanbeeither a document in anyformusedasa planningtool for Webdesign, oraWeb pagethat liststhe pages on aWebsite,typicallyorganized inhierarchical fashion.Therearetwo popularversionsof asitemap. An XMLSitemapisastructuredformatthat auserdoesn'tneedtosee, butittellsthesearch engineabout the pagesinyour site,theirrelativeimportanceto eachother,andhowoftentheyareupdated. HTML sitemaps aredesigned for theusertohelp themfindcontentonthe page,anddon'tneedtoinclude each and everysubpage. This helps visitorsand searchenginebotsfindpages onthesite.

8. OffPageOptimization SearchEngine Submission Submityour website to the mostpopularsearchengines like Google, Yahoo, MSN,Altavista, Alexa, Alltheweb,Lycos,Excite,etc., to getlisted forfree. DirectorySubmission Manypeoplemaysaythatdirectorysubmission is dead.Asfaras I'mconcerned itis still alive. Itis purelybased on howeffectivelywe areselecting those directories and howefficientlywe are choosing the categoryforsubmission. Ofcourse,Iagree thatitgives quite delayed results,butitis worth doing it.Submityour websites to the topmostqualitydirectories likeDMOZ, Yahoo Directory, ZoomInfo, One Mission, Pegasus,etc.Nowadays manyweb directoriesmayofferpaid listings but don'tgoforit. ForumSubmission Create aforum/online discussion boardofyourown and starta discussion orshare topics with your friends. You can also post/replyto a thread in otherservice-related pre-existing forums thatallow links in yoursignature which can be crawled bythe searchengines. Blog Submission This is one ofthe mostpowerful ways topromote yourcompany/website online.Write a blog ofyour own foryourcompany/website and include lots ofunique content.Be precisein whatyou're trying to conveyfor the users in yourblog entryand promoteyourblog in blog directories and blog search engines. You can also promote yourblog/website byposting comments in otherservice-related blogs which allowlinks in the comments section thatarecrawlable bythe search engines (these blogs arecommonlyidentified asDo-FollowBlogs).Ifyou're not verygood at writing contentforblog posts,hire a guestbloggerforyourblog and askhim/her to write precise andunique contentso that yourblog can gainmorecreditfroma search enginepointofview.

9. PressRelease Submissions Ifyou area business/service provider thengo for PRsubmission in popularPRwebsites like 1888pressrelease, Open PR, PR Leap,etc.This will help you to publish yoursite in Google News. Classified Submissions Do some classifieds submissions to advertise yourproducts forfree.TryCraigslistand othermajor classifieds sites likeKugli, Myspace,iMadespace, Vivastreet,etc. Article Submission Write articles ofyourown and submit themto populararticle sites like Ezine,Go Articles, Now Public,Buzzle,etc.This will help you to attain some deeplinks foryour website (though it's usuallya slowerprocess). SocialBookmarking Social Bookmarking is yetanotherpowerful wayofpromoting your website,butnowadays most people arespamming social bookmarking sites withoutknowing how to use them. Since contentin these websites updatefrequently,searchengines like these types ofsites and often visit them(this is commonlytermed asTagsonomy& FolksonomyinWeb2.0).Do some social bookmarking in popularbookmarking siteslikeDigg, Delicious,StumbleUpon,Propeller,etc. You shouldbe very careful while doing this and you mustproperlyhandle the tags which areveryessential to broadcast yournews on a wide areanetwork.This mayincrease your website traffic based on howeffectively you have participated.

10. SearchEngineMarketing Searchenginemarketing(SEM)isaformofInternet marketingthatinvolvesthe promotion of websitesbyincreasingtheir visibilityinsearch engineresultspages(SERPs)throughoptimizationand advertising. SEMmayusesearch engineoptimization(SEO), thatadjustsor rewriteswebsitecontentto achieveahigherrankinginsearch engineresultspages or usepayperclicklistings. Comparisonwith SEO SEMisthewider disciplinethat incorporatesSEO. SEMincludesboth paidsearchresults(usingtools like GoogleAdwordsor BingAds, formerlyknownasMicrosoftadCenter)andorganicsearch results(SEO). SEMuses paidadvertisingwithAdwordsor BingAds,payperclick(particularlybeneficial for local providersasitenablespotential consumerstocontacta companydirectlywithoneclick), article submissions, advertisingandmakingsureSEOhas beendone. Akeywordanalysisisperformed for both SEO andSEM, butnotnecessarilyatthesametime. SEMandSEObothneedtobemonitored and updatedfrequentlytoreflectevolvingbestpractices. Insomecontexts, theterm SEMisusedexclusivelytomeanpayperclickadvertising, particularlyinthe commercialadvertisingandmarketingcommunitieswhichhaveavestedinterestinthis narrow definition. Such usageexcludesthewider searchmarketingcommunity thatis engaged inotherformsof SEMsuchassearchengineoptimizationandsearch retargeting. Another part ofSEMissocial mediamarketing(SMM).SMMisatypeofmarketingthatinvolves exploitingsocialmedia toinfluenceconsumersthat onecompany’s productsand/orservicesare valuable.Someof thelatesttheoretical advancesincludesearchenginemarketingmanagement (SEMM). SEMMrelatestoactivitiesincludingSEObutfocusesonreturnoninvestment(ROI) managementinsteadof relevanttrafficbuilding(as isthe caseofmainstreamSEO). SEMMalso integratesorganic SEO,tryingtoachievetopranking withoutusingpaid means toachieveit,andpayper clickSEO.Forexamplesome oftheattentionisplacedonthewebpagelayoutdesignandhowcontent andinformationis displayedtothewebsite visitor.

11. PayPerClick Payper click(PPC)(alsocalled costperclick)is aninternetadvertisingmodel usedtodirecttrafficto websites, inwhichadvertiserspaythepublisher(typicallyawebsiteowner)whentheadisclicked.Itis defined simplyas“theamountspenttogetanadvertisement clicked.” With search engines,advertiserstypicallybidonkeyword phrasesrelevanttotheirtargetmarket. Contentsites commonlychargea fixed priceper clickrather thanusea biddingsystem. PPC"display" advertisements,alsoknownas"banner"ads, areshown onwebsitesorsearchengineresultswith relatedcontent thathaveagreed toshowads. Incontrastto thegeneralized portal,whichseekstodriveahigh volumeof traffictoonesite,PPC implementstheso-called affiliatemodel, whichprovidespurchaseopportunitieswhereverpeoplemay besurfing. It doesthisby offeringfinancial incentives(intheformof apercentage ofrevenue) to affiliatedpartnersites. Theaffiliatesprovidepurchase-pointclick-throughtothemerchant.Itisa pay- for-performance model:Ifanaffiliatedoesnotgeneratesales,itrepresentsnocostto themerchant. Variations includebannerexchange,pay-per-click,andrevenuesharingprograms. Websites thatutilizePPC ads will displayanadvertisementwhen akeywordquerymatches an advertiser's keywordlist, or when acontent sitedisplaysrelevantcontent.Suchadvertisementsare called sponsoredlinksor sponsored ads, andappearadjacentto,above,or beneath organic resultson search engineresultspages, oranywherea web developerchoosesona contentsite. ThePPCadvertisingmodelis opentoabusethroughclick fraud, although Googleandothershave implemented automatedsystems toguardagainstabusiveclicksbycompetitorsor corruptweb developers.

13. CostofImpression Costperimpression,oftenabbreviatedCPI,isaterm used in onlineadvertising andmarketingrelated to webtraffic. It refers tothecostofinternetmarketing or email advertisingcampaigns where advertisers pay each timeanad is displayed. Specifically,it is thecostorexpenseincurred formarketing potential customerswhoview theadvertisement(s). Costperimpression, alongwithcostperclickand costper order,isused toassess thecosteffectiveness andprofitabilityofonlineadvertising.CPI isthe closest onlineadvertisingstrategyto thoseoffered in othermedia suchastelevisionorprint,whichsell advertisingbasedon estimatedviewershipor readership. CPIprovidesacomparablemeasuretocontrastinternetadvertisingwith othermedia. An impression isthe display ofan adtoauserwhileviewingawebpage. Asinglewebpagemaycontain multiple ads.Insuchcases,asinglepageviewwouldresult inoneimpressionforeach ad displayed.In orderto counttheimpressions servedasaccuratelyaspossibleandprevent fraud, anadserver may excludecertain non-qualifyingactivitiessuchas page-refreshesorother useractions fromcountingas impressions. When advertisingrates aredescribed asCPMorCPI,this istheamountpaidforevery thousandqualifyingimpressions served atcost.

14. SocialMediaOptimization Socialmediamarketingreferstotheprocessofgainingwebsitetrafficor attentionthroughsocialmedia sites. Socialmediamarketingprograms usuallycenteroneffortstocreatecontent thatattractsattentionand encouragesreaders toshareitwith theirsocial networks. Theresultingelectronicwordofmouth (eWoM)referstoanystatementconsumers shareviathe Internet(e.g., websites, social networks, instant messages, newsfeeds)aboutan event,product,service, brandor company.Whenthe underlyingmessagespreads fromusertouserandpresumablyresonatesbecauseit appears tocome fromatrusted,third-partysource,asopposed to the brandor companyitself,this formofmarketing resultsin‘earnedmedia’rather than‘paidmedia’. Social networking websitesallowindividualstointeractwithoneanotherandbuildrelationships.When companies jointhe social channels, consumers caninteractwith themandtheycancommunicatewith consumersdirectly. That interactionfeels morepersonal tousersthantraditional methodsofstrictly outboundmarketing&advertising. Social networkingsitesandblogsallowindividual followersto “retweet”or“repost” commentsmadeby the productbeingpromoted. Byrepeatingthemessage,allof theusers connections areableto seethe message, thereforereaching morepeople. Socialnetworkingsitesactasword ofmouth.Becausethe informationaboutthe productis beingputoutthereandisgettingrepeated,moretrafficisbroughtto the product/company. Twitter Twitterallowscompanies topromotetheirproducts onan individual level. Theuse ofaproductcanbe explained inshortmessages thatfollowers are morelikelytoread. These messagesappearon followers’ homepages.Messagescan linkto theproduct’swebsite, Facebookprofile,photos,videos, etc. Thislink providesfollowerstheopportunitytospend moretimeinteractingwith theproductonline. This interactioncancreatea loyal connectionbetweenproductandindividual andcanalsoleadtolarger advertisingopportunities.Twitter promotesa productinreal-timeandbrings customersin. Facebook Facebookprofilesarefarmoredetailedthan Twitter accounts.Theyallowa producttoprovidevideos, photos, andlongerdescriptions. Videos canshowwhenaproductcanbeused aswell ashowtouseit. Thesealsocanincludetestimonialsasotherfollowerscancommentonthe productpagesforothersto

15. see. Facebookcan linkbackto theproduct’s Twitterpageaswell assendouteventreminders. Facebook promotesa productinreal-timeandbrings customersin. As marketerssee morevalueinsocialmedia marketing, advertiserscontinue toincreasesequential ad spendin socialby25%. Strategiestoextendthereachwith Sponsored Stories andacquire newfanswith Facebookads contributetoan uptickinspendingacross thesite.Thestudyattributes 84%of "engagement"orclicks toLikesthatlinkbacktoFacebookadvertising. Today, brands increasefan countsonaverageof9% monthly, increasingtheir fanbasebytwo-timestheamountannually. Foursquare Foursquareis alocationbased social networking website,whereuserscancheckintolocationsvia their smartphones. Foursquare allowsbusinesses tocreatea page orcreatea new/claimanexistingvenue.A goodmarketingstrategyfor businessestoincreasefootfallor retainloyalcustomersincludesoffering incentives such asdiscounts or freefood/beveragesfor peoplecheckingintotheirlocationor special privilegesforthemayorofthat location. Google+ Google+, inadditiontoprovidingtheprofilesandfeatures ofFacebook,isalsoable tointegratewith theGooglesearch engine.OtherGoogle productsarealsointegrated,suchasGoogle Adwordsand GoogleMaps. With thedevelopmentof GooglePersonalized Searchandotherlocation- based searchservices, Google+allowsfortargeted advertisingmethods,navigationservices,andother formsof location-basedmarketingandpromotion. Instagram Instagramisafreephotoandvideo-sharingprogramandsocial networkthatwas launchedinOctober 2010.Theserviceenables usersto takea photoorvideo,applya digitalfiltertoit,andthen shareitwith other Instagramuserstheyareconnectedtoonthesocial networkaswell asonavarietyofsocial networkingservices.Instagramdebuted as aphotosharingnetwork butimplementedsupportforvideo onJune2013.Asof June2013, Instagramhad130million monthlyactiveusers. Blogs Everydaythereare morereasons for companiestousebloggingplatforms fortheir socialmedia repertoire.Platforms likeLinkedIn createsanenvironmentforcompaniesandclientstoconnect online.Companies thatrecognizetheneedfor information,originality,andaccessibilityemployblogs to maketheirproducts popular andunique,andultimatelyreachouttoconsumerswhoareprivytosocial media. Blogs allowa product or companytoprovidelongerdescriptions ofproductsor services. Thelonger descriptioncanincludereasoninganduses. Itcanalsoincludetestimonials andcanlinktoandfrom

16. Facebook,Twitterandmanysocial network andblogpages. Blogscanbeupdatedfrequentlyandare promotional techniquesforkeepingcustomers. Other promotional uses areacquiringfollowersand subscribersanddirectthemtoyoursocial network pages. In a similarfashion,onlinecommunitiesbenefitbusinesses becausetheonlinecommunities enablethe businesses toreach theclients ofotherbusinessesusingtheplatform.Theseonlineenvironmentscan beaccessed by virtuallyanyone; thereforeconsumersareinvitedtobea partof thecreativeprocess.To allowfirms tomeasuretheir standingin thecorporateworld,Glassdoorisasitewhereemployeescan place evaluationsof their companies. Somebusinessesoptoutofintegratingsocialmediaplatforms intotheir traditional marketingregimen becausetheir employeesdislikesuchisolatedonlineenvironments.Therearealsospecificcorporate standards thatapply wheninteractingonline.Othercorporationsfearthat thegeneral publichavetoo much poweroverhowtheir marketingisperceived,duetotheaccessibilityof Internet-retrieved information.Toensurehavingtheadvantageinabusiness-consumerrelationship, businesses havetobe awareof four keyassetsthatconsumersmaintain:information,involvement,community, andcontrol. LinkedIn LinkedIn, aprofessional business-related networkingsite,allowscompanies tocreateprofessional profilesforthemselvesaswell astheir business tonetworkandmeetothers.Throughtheuseof widgets,members can promotetheirvarious social networkingactivities,suchas Twitterstreamor blog entriesoftheir productpages, onto theirLinkedInprofilepage. LinkedInprovidesits membersthe opportunitytogeneratesalesleadsandbusinesspartners.Memberscanuse“CompanyPages”similar toFacebookpagestocreateanareathatwill allowbusinessowners topromotetheir productsor servicesandbeabletointeractwith theircustomers.Duetospreadof spammailsentto jobseeker, leadingcompanies prefer touseLinkedInfor employee's recruitment instead usingdifferentjobportals. Additionally, companies have voiced apreferenceforthe amountof informationthat canbegleaned fromLinkedInprofile, versus alimited email. Yelp Yelp consistsofa comprehensiveonlineindexof businessprofiles. Businessesaresearchable by location, similarto YellowPages.Thewebsiteisoperational inseven different countries,including theUnitedStatesand Canada. Businessaccountholders areallowed tocreate,share, andeditbusiness profiles. Theymaypostinformationsuchasthe businesslocation, contactinformation, pictures,and serviceinformation.The websitefurtherallowsindividuals to write,postreviews aboutbusinessesand ratethemonafive-point scale. Messagingandtalkfeaturesarefurthermadeavailable forgeneral membersofthewebsite,servingtoguidethoughtsandopinions. YouTube

17. YouTubeis another popularavenue;advertisements aredonein awaytosuit thetargetaudience.The typeof languageused inthecommercials andthe ideas used topromotetheproductreflectthe audience's style andtaste. Also, theadsonthisplatformareusuallyinsyncwith thecontentofthevideo requested,this isanother advantageYouTubebringsfor advertisers. Certain adsarepresentedwithcertainvideos sincethe contentis relevant.Promotional opportunities such assponsoringavideoisalsopossibleon YouTube, “forexample,a user whosearches for aYouTubevideoondogtrainingmaybepresentedwitha sponsored video fromadogtoycompanyin results alongwithothervideos.”Youtubealsoenable publishers to earnmoneythroughYoutubePartnerProgram. Delicious&Digg DeliciousandDigg are alsopopularsocialmarketingsites usedinsocialmedia promotion.Theyare heavilyused bythesocialmediamarketerstopromote theirwebsitesdueto their abilitytosharelinks.

18. SEOProcess Search EngineOptimization(SEO) ProcessBeforebeginningasearchengine optimization(SEO)project,itis importanttounderstandtheprocess involvedinaneffectiveSEO campaign. To thatend,we breaktheprocess downinto thefivesteps shown belowanddescribethe activitiesinvolved ineachof thesesteps. One wordonsearch engine optimizationin general first,though. SEO doesnotstartandfinishwith thesesteps andthe initialworkthatwedo. Inorder tohaveongoingsuccess,itis importantto continually monitor resultsandbuildmeaningful content into thesite.I readrecentlythis idea perfectly described byJohnTawadros in a newsletter datedMay 3,2007,"it[searchengine optimization] is inherentlyiterative. Inshort,it isaprocess, nota project." 1.KeywordResearch 2.Reporting&GoalSetting 3.PageOptimizationandContentDevelopment 4.LinkBuilding

19. 5.FollowUp ReportingandAnalysis 1. KeywordResearch Keywordphrase researchinvolvesidentifyingagroupofkeywordphrasesthat will be used in optimization.This step is critical andrequiresaconsiderable amountoftimetofindagoodsetof phrases thatoffera balanced combinationof two importantfactors:highusage bysearchers and relativelylowcompetitionwithinthesearchengines. Determiningthemostusedphrase that contains yourtargetedkeyword(s) is relatively easy.Onlinetools allow youto entera particularkeywordorwords andwillreturnalltheways in whichthatword(s)was used bysearchersin thelastmonth andinwhatvolume. However, themostusedphrase(s)isalsolikely the onewith thegreatestcompetitionwithinthesearch resultsandmay,therefore,notbewhereyou would wanttodevote youroptimizationefforts. Amoreeffectiveapproachistofindasetof phrases(10 is a niceroundnumber)thatare heavilyusedbysearchers butsomewhat less competitiveintermsof the total numberof searchresults. For example,assumeyouown a businessthatleases apartmentsinaparticularmetropolitan area,"Big City."Your apartmentsareonlylocated inonemetroarea, soyouarenotgoingtoselectgeneralterms suchas"apartments;"youare onlyinterested inthosesearchers seekinganapartmentin yourcity.The logical placetostart iswiththenameofyour cityandthe word"apartments."Youmayfindthatthe mostused phrase is"bigcityapartments." However,when youdosamplesearches in GoogleandYahoo for thatphrase yourealizethat thecompetitionforthatphrase issteep.Ifyougoback toyourfindings fromthekeywordtool,youmightfindthata phrasesuch as "apartmentsinbigcity"isstillheavilyused bysearchers butis far lesscompetitive.Thosephrasesaretheonesyouwillthentargetinthe nextstep, siteoptimization. 2. Reporting&GoalSetting After establishing your listof targetedkeywordphrases,it is importanttounderstandwhatthe subject site's startingpositioniswithinthesearch engines.Doingsoensuresthatyouknowthespecificareas that needwork andprovidesa baselineagainstwhichtogaugethesubsequent campaign's success. Accesstositetrafficinformationisveryimportant.Thesestatisticsshowhowsearchersarefindingand interactingwith thesubjectsite,e.g.,whichsearch engines,whatkeywordphrasesarebeingused, bouncerates,mostpopular content,etc. Understandingthesite's trafficlevel andthesourceof its referralscanalsobea critical tool inmakingother online marketingdecisions- whichpaiddirectory links/listingsto continueandwhichtoabandonformoreeffectiveoptions. After developingacompletepictureofthe site's startingposition,goalsaresetfor theSEOplan. These goals aremeasureable (onebigadvantageof SEOover other advertisingoptions)andtied tothe specific business objectivesofthe site. Intheongoingprogressof reportingandfollowup,progress towardsthe plan's goals areanalyzedandreported.Adjustments to theSEOplancanbemadeaccordingto thethe findings of theseprogressreports. 3. PageOptimizationandContentDevelopment Pageoptimizationandcontent development arecritical tosearchenginesuccess. Contentiskingin search engineoptimization. Thesearchengineslove text;high volume,high-qualitycontentrelatedto your business willserveyouin a coupleofimportantways.

20. First,a siteloadedwith high-qualitycontentof interesttositeuserswill givethemareasontostayanda reasontocomeback.Afterall,thereasontheycametoyour sitewastofindinformation. Second, you willreceivetheadded benefitof servingup exactlywhatthe searchengineswant- content. Search engineswillhave moreinformationtostoreaboutyour businessandproducts;thatinformationwill translatedirectlyinto the rankingtheygiveyour sitefor relatedkeywordphrases. Formoreinformation oncontentdevelopmentandspecific ideasaboutways toexpandyoursite'scontent, readour newsletterarticle, Contentis King. Inadditiontocontentdevelopment,otherimportantoptimizationtactics include:

21. • PageTitles -Makesure thatyour site's pagetitlessaysomethingotherthanjustyour companyname or "welcome."Ideally,theyneedtolead offwithyourtargeted phrasefor thatpageandthen follow with your companyname. • Text-BasedNavigation-Searchenginescannotreadimages. Ifyour site's navigationsystemis done with images(mostare),youwill needa text-basednavigationsystem thatthesearchenginescanfollow to ensurethatall theimportantserviceandproduct-relatedsub-pagesofyour siteareindexedbythe search engines. • Prominence ofTargetedKeywordPhrases-It isnotenoughtohave your keywordphrase(s) somewhereontheweb page,the placementandprominencegiven to themalsoaffects your search engineplacement. Forexample, leadingoffthesite'sfirstparagraphwithyour keywordphrasegivesit moreweightthanburyingithalf waydown thepageinthemiddleof aparagraph. Also, usinglargerfont sizesandboldingthetextcanemphasizeitsimportanceandpositivelyeffectthepage's rankingfor that phrase. • Site Map - Developingasitemapthatincludesawell-organized listof links toall theimportant pages of your siteandincludes atextlinkto thesitemaponyour homepageistheideal waytomakesure that all thesite's pagesareindexedbythe searchengineswhentheyvisitthesubjectsite. • ALTandMETAdata-Thesearetagsnotseen bythe site'susers; theyareembedded inthesite's html code. ALTtags refertothetextthatdescribesan image-- wordsthatyouseepopupasyoumouseover someimages.Inoptimizingyourcompany's name,anALT tagplaced behindtheimageofyour company's logoisideal. Meta tags(thereareboth descriptiontags aswellas keywordtags) arelinesof codeincludedin the uppermostsectionof yoursite'scode.Theycommunicatethepage's subjectmatter andrelevancytothesearchengines. Further,the shortdescriptionofyour siteincluded insomesearch resultsis pulledfromthemeta descriptiontagof thehomepageandshould,therefore, beusedto the site's advantage. • CleanuptheCode - Navigationrolloverscripts,other JavaScript-based code, andall CSSscriptsshould betaken outofthecodeofeachpageandputintoexternal filestowhicheach page ofthe siteis referenced. Doingthis hasseveral advantages, butone ofthe mostcompellingisthatyoursite's keywordsandcontentallmoveup, up, upin the code,communicatingtheir importanceto thesearch enginesandboostingyoursite's relevancyratings. Inother words, thiscanboostyoursearchengine rankings byimprovingthecodetotextratioofthe page. This is asimple andrelativelyinexpensivething todo, dependingonthe total numberofpagesinyour site. 4. Link Building MaximizeQualityLink Popularity-LinkPopularityis thetermgiven tothe number ofother sites linking to yours.Youcancheck your linkpopularity with thefreetool availableonthissite (italsoallows youto

22. Compareyour linkpopularitytoupto twocompetitors):http://www.marketleap.com/publinkpop/. Makealistofrelated businesseswithwhomyouhavea relationship, aswell as professional organizations,vendorsor suppliersthatmayagreeto place alinkto your siteontheirs.Emailyour contactinthoseorganizations requestingthelink. Eachnewlinkto your siteincreasesthe likelihoodof both thesearch engines' spidersrunningacrossyour siteaswellassearcherslookingfor servicesor productslikeyours. Awordof caution:freefor all linkssitesandotherlowqualitysitesofthatnature are ofnouseandcan, in fact,detractfromyour progresswith penaltiesfromthesearchengines. Donot wasteyour timeonsuchsites;sticktorespectable,highqualitysitesinrelatedbusinessesor industries. PleaseseethefollowingrelatedarticlesformoreinformationonlinkbuildingandSEO. •WhatisDandelionMarketing? • AddSocial Media Icons toYour Site's Content • HowtoBuildYour Site'sLinkPopularity • Online Press Releases 5. FollowUpReportingand Analysis Thesamereportingdone intheinitial phase ofthecampaignisdoneagainatregularintervals,post- optimization. Rankings, sitetraffic andotherkeymetricscanthen be compared topre-optimization levels, givingmeasurable results tothe SEOcampaign. Thespecificmetrics usedinan SEO planwill dependonthegoalsof thatsite.

23. BenefitofSEO CostEffectiveWaysToAdvertise SEO doesn’thaveto bemassivelyexpensive. Yes,you’ll haveto makea decent investmentifyouwant anexpertprofessional, buttheycan makeyoumuchmore moneythan you’ll partwith. If you’reworried aboutthecashsideof things, considerpayonresultsSEO. Thisway,youquiteliterallyhavenothingto lose. ManageYourOnlineReputation Whetheror notyou’reaware ofit,conversationsare probablyalreadyhappeningonlineaboutyour business. Whenyou launch anSEOcampaign,you’reensuringthatpeoplefind your official information when theysearch foryou,and don’tjustgetlostinaseaof reviews. ReachNewMarkets YoumightbeoperatingfromLondon,butthere’snoreasonwhyyou can’tsellto peoplein Australia. Youjustneedtoreachthem. With SEO,this becomesa validpossibility. Inmanyways,onlinemarketing is entirely transformingtheworldof business. Improve YourWebsite’sUsability Internetusersarenotoriouslyimpatient,andifyour websitedoesn’tofferthemahigh quality experience,they’ll beoff toyour competitors. Whenyou’reworkingwith aprofessional SEO practitioner,they’ll beabletoadviseyouon howto makeyoursiteas accessibleas possible. BuildTrust People trustGoogle. Ifyour websiteisappearingon thefirstpageofasearch, they’relikelytotrustyou also. Inthedaysofe-commerce,this is absolutelyessential. Youcouldbejustaboutanyone,so you needto takeeveryopportunitytoprovehowtrustworthyyouare. IncreaseTraffic ToYourWebsite Havingawebsiteisprettypointlessifyou aren’t drivingtraffic toit.If people can’tseewhatyou’re selling, theyquitesimplycan’tbuyitor even enquireaboutit. Agood websiteisa wiseinvestment,but onlyif you’regoingtopromoteit. SEOis oneof themosteffectiveways todothis. Stopyour CompetitorsBeating You

24. If yourcompetitors aren’talreadyusingSEOaspartof theirmarketingmix,youcansafelyassumethat theysoon will be. And when theydo,they’llbetakingcustomers fromdirectlyunderyour nose.Make surethatyougetin therefirstandgetthetopsearchengineresultsforyourself! AccessToCustomerData When you start an SEOcampaign, you’ll haveaccesstoallkindsof wonderful datathatcan reallydrive your business forward. You’ll find outwhatyourcustomersaresearchingforonline,and this couldbe the inspirationfornewproductlines. Thissortof dataisinvaluableto your business,andcouldgiveyou the competitiveedgeyouneed. ResultsArePermanent When youuseatraditionalformof advertisingsuchasspaceinnewspapers, the resultswill onlylastfor a shortperiodoftime. Butwhen you useSEO,you’ll continuetoappear inthesearchresultsforlong afteryou’vefinished your campaign. Of course, it’swisetomakeyour campaignsanongoing commitment ifyouwant tokeepseeingthe bestresults possible,butyouwon’tloseyour rankings overnightif you don’t.

25. ScopeofDigitalMarketing DigitalMarketingisnewyet effectivename inmarketingnowdays.Digitalmarketingisthewayof marketingproducts andserviceson electronicdevicessuchascomputers,tablets,televisions,smartphonesand gameconsoles. InternetmarketingandSEO (SearchEngineOptimization) areveryimportantelements ofdigitalmarketing. DigitalMarketingistheactivityof promoting,advertisingandsellingproductsandservicesusing digitaldistribution channels.Increasingpopularityof internetandonlineactivitieshas promptedmanyprofessionals and business owners allover theworld totap down theoptimum potentialsof digitalmedia.Everyorganizationisseekingnew innovations, applications andsolutionstopromotetheirproducts andservicesinthedigital sphere.Bundledsoftware products,applications and digitalmarketingsolutions are being offeredby various software/ITcompaniesnowdays. ComponentsofDigitalMarketing InternetMarketing Televisions Smartphones/Mobiles/Tablets GameConsoles InternetMarketingisfurtherclassified infollowing types ofactivities. SEO SEM E-MailMarketing DisplayAdvertising SocialMediaMarketing RSS FeedsandNewsletters BenefitsofDigitalMarketing CreateDemand–Reachthetargetaudiencemoreefficiently. DriveEngagement–Createexciting,consistent,connectedwebexperiences. Monetizing–Enrichingexperiencethroughe-commerce andadvertisingrevenues BuildReports–Implementsolutions thathelpmonitor,measure, analyze andorganizereports. ScopeofDigitalMarketing Millionsof usersareconnecting daybydaywith thedigital space.Itseemsthatthereishugescopeofdigital marketing insoftware/ITindustrydue toincreasingdemandof products andservicesrelatedto digitalspace.Someof theworld’sleadingsoftware/ITcompaniesarenowprovidingsolutionsrelated todigitalmarketing.

26. Everyindustrywhetheritishealthcare,telecom,bankingormanufacturingseeksdigital marketingsolutionssothat theycanpromotetheir products and services throughacosteffectivemedia.InternetMarketingisthebest andmost costeffectivewayof advertising andpromoting productsandservicesin digitalmedia. DigitalMarketinginBankingIndustry–Bankingindustry adoptingweb basedandmobileapplicationsallover the world.Consumerswant allkind bankingsolutionsandsupport servicesontheirfinger tipsand allweb based applicationsneeds promotion,positioningandbranding. DigitalMarketinginHealthcareIndustry–Webbasedapplicationsandsolutionsmakehealthcareservicesmore effective andcostsavvy.Fromappointmentbooking totreatmentandconsultationpatientsandtheircaretakerswant everythingto beonlineandhassle free.Heredigitalmarketing play importantroleforpromotingweb basedproducts andservices. DigitalMarketinginTelecom Industry–Digitalmarketing solutionshelpNetworkOperators inprovidinguser engagementmodel.Marketersfacethechallengeofcreatinga successfulstrategytobuildmoretargetedaudiences. Digitalmarketingmodelnotonlyprovideawayof promotingproducts andservicesbutalsoproviderichuser experience, engagementandhasslefreesupportservices.IPTV and streamingmedia arethebiggest

27. Conclusion Searchengineoptimization, alsoknown asSEO,isawidelyusedtool bymanycompaniestoday. It isthe processofusingspeciallydesigned techniquestoimprovethevisibilityof acertainwebsiteinthemost popularsearchengines. Byanalyzingthemostfrequentlyusedkeywords;SEO specialistsareableto conductastrategythatwillincreasetherecognitionofawebpage. Averyimportantcomponent isthe designofthewebsite- themoreworkis putintoit,themorelikelyitisthatitwouldbesuccessful.The contentis alsoimportant,for itmustbecorrect,withprovidedsourcesandwithoutanymisleading information.Theseareallcrucial componentsof asuccessful businessadvertisingtoday, in a society that demandsmoreinformation, delivered ina fastandefficientway. Nowadays, thereareplenty ofoptionstoincreasetheSEOof awebsite,thanksto theunlimited opportunitiesInternetprovides. Theeasiestwayis tosubmit theweb addressto YahooandGoogleand for a designatedfeethey will redirecttraffic towards thatcertainwebsite.Thegoodthingisthatthere aremoreoptionsbesides thesetwo brandnamesthatcanhelpincreasethe SEO. Therearemany companieswhoofferthis typeof servicesbutitis importanttoknowthat theproviderisreliable and the investedfunds areusedtherightway.Doathoroughresearchonthecompanychosen andreadthe customerreviews, for theywillshowhowwellthe jobis usuallydone. SEO is notonlyaboutwritingandusingbacklinking, itisalsoaboutadvertizingthewebsiteinanyway possible. Thebestwaytodo thatusuallyis tomentionthepageanywherepossible- whilepostingin blogs orforums,orsocial networkwebsites. Anothergreatwayis tousethe mostcommonlysearched wordsand phrases andputthemin the contentofthepage,inorderfor it toappear duringthe consumer's inquiry. Usingalinkto theweb pageasasignaturecanalsoincreasethetraffictowardsthat websiteandimprovethe resultsof theSEO. Anothereffectivewayistoincludetags aswell,especiallyif the informationprovided inthecontentisrelevantandusefultoawidevarietyof users. This typeof connectionbetweenthesearchenginesandtheSEO strategiesisvital,foreven themostprofessionally createdpageis notguaranteedtosucceedwithoutproper marketing.

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