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Digital Marketing

The document discusses Search Engine Optimization (SEO), which enhances a website's visibility in search engine results. It covers the importance of SEO, methods for conducting keyword research, page ranking mechanisms, and the advantages and disadvantages of SEO practices. The conclusion emphasizes the need for unique content, ethical SEO practices, and awareness of market trends.

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Inderpreet Kaur
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10 views12 pages

Digital Marketing

The document discusses Search Engine Optimization (SEO), which enhances a website's visibility in search engine results. It covers the importance of SEO, methods for conducting keyword research, page ranking mechanisms, and the advantages and disadvantages of SEO practices. The conclusion emphasizes the need for unique content, ethical SEO practices, and awareness of market trends.

Uploaded by

Inderpreet Kaur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Subject: Digital Marketing

Topic: Search Engine Optimisation (SEO)

Submitted By: Submitted To:


Inderpreet Kaur,2219027 Ms. Rajni Garg
Parwinder Kaur, 2219066
CONTENT
 What is SEO?
 Need of SEO
 How to Conduct Keyword Research
 Page Ranking
 How page Ranking Done
 Advantages and Disadvantages
 Conclusion
WHAT IS SEO?
 Search engine optimization (SEO) is the process of
improving the visibility of a website or a web page in
search engines via the "natural," or un-paid ("organic"
or "algorithmic"), search results.
 SEO may target different kinds of search, including
image search, local search, video search, academic
search, news search and industry-specific vertical
search engines.
NEED OF SEO
 If your site cannot be found by search engines or your content
cannot be put into their databases, you miss out on the incredible
opportunities available to websites provided via search - people
who want what you have visiting your site.
 The majority of web traffic is driven by the major commercial
search engines - Yahoo!, MSN, Google & AskJeeves
HOW TO CONDUCT KEYWORD
RESEARCH
 Brainstorming
 Surveying Customers
 Applying Data from KW Research Tools
 Term Selection
 Performance Testing and Analytics
PAGE RANKING

The ranking is the basic criteria by which organic


Search Engines index and then retrieve
documents.​
Page rank calculation tools
 Google Toolbar
 www.faganfinder.com/urlinfo/
 www.alexa.com
HOW PAGE RANKING DONE
 An organic search engine software spider is a
piece of software that acts like an electronic
librarian who cuts out the content pages of every
book of library in the world sorts them into a
extremely large master index.
 The basic principal is that the index is made from
the actual content of site.
KEY CONCEPTS

Web site appears in the returned matches depends on 5


factors:
-Which Keywords the user entered
-Your web page Keyword Density for these keywords
-Your web page Keyword Prominence (page location) for these
keywords
-Your Link Popularity – the number of other sites that link to you
-Your link and keyword Relevancy
�ADVANTAGES OF SEO�
 Perspective (Global / Regional)
 Targeted Traffic
 Increase Visibility
 High ROI (Return on Investment)
 Long term positioning
 Cost-effective
 Flexibility
DISADVANTAGES OF SEO
 You may be prevented from competing on a level
playing field, because competitors and even affiliates
may use less ethical black hat SEO techniques.
 As a consequence, the biggest disadvantage of SEO
is a lack of control. You are subject to changes in the
algorithm.
 In competitive sectors it may be very difficult to get
listed in the top few results for competitive phrases
CONCLUSION
 Unique Content
 Link Friendly Formatting
 Avoid Black Hat SEO
 Content relevant keywords
 Market Awareness
 Unique HTML page title for every �landing page
THANK YOU

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