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Search Engine Optimization:

Search Engine Optimization:. Science or Magic. An ultimate choice of Internet advertisement. INBS 510 by Sujit K. Bhattacharjee and Margaret M. Walsh. Search Engine Optimization.

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Search Engine Optimization:

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  1. Search Engine Optimization: Science or Magic An ultimate choice of Internet advertisement INBS 510 by Sujit K. Bhattacharjee and Margaret M. Walsh

  2. Search Engine Optimization SearchEngineOptimization is the art and science and magic of getting yourwebsite into the major searchengines and directories

  3. Search Engine Optimization What is SEO / SEM? Why? How important is it to be seen? How? Science or Magic?

  4. Search Engine Optimization 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. Definition

  5. 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

  6. 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

  7. 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

  8. 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 ador tile ad It is important to know how to make the “top ten”

  9. Search Engine Optimization Courtesy: http://www.justwebpromotion.com/top_ranking_search_engines.html

  10. 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)

  11. Search Engine Optimization 55% of online purchases originate through search listings Courtesy: http://www.justwebpromotion.com/top_ranking_search_engines.html

  12. 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

  13. 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

  14. Search Engine Optimization Register the Web site with as many search engines possible: Etc……….

  15. Search Engine Optimization Example of a meta tag <HEAD><TITLE>Stamp Collecting World</TITLE><META name=”description” content=”Everything you wanted to know about stamps, from prices to history.”><META name=”keywords” content=”stamps, stamp collecting, stamp history, prices, stamps for sale”></HEAD>

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

  17. 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)

  18. Search Engine Optimization Using rewrite rule on the server. http://www.networksecuritystore.com/details.asp?idprod=122 http://www.networksecuritystore.com/details122/

  19. Search Engine Optimization Monitoring Traffic(Daily/weekly reporting) Measure, Diagnose, Modify and Report etc. Many Web-Stat software in Market: AlertSite STATCOUNTER LoadStats etc.

  20. 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)

  21. Search Engine Optimization Overall Advertising with Google and Yahoo(Overture) alone and you'll reach over 90 percent of the internet audience.

  22. Search Engine Optimization Today, roughly one of every two online purchases is preceded by an online search (DoubleClick, "Search Before the Purchase", 2/2005).

  23. 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.

  24. Search Engine Optimization Questions?

  25. Search Engine Optimization Thank you.

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