A REPORT

ON

WEB MARKETING: SEO AND SMO

BY

AJAY KUMAR 2011A7PS252U

AT

COSMOS STAR CONSULTANTS Dubai, U.A.E

A Practice School I Station of

BITS Pilani, Dubai Campus Dubai International Academic City (DIAC)

Dubai, U.A.E

(JUNE 2013 – AUGUST 2013)

A REPORT

ON

WEB MARKETING: SEO AND SMO

BY

AJAY KUMAR 2011A7PS252U COMP. SCIENCE

Prepared in Partial Fulfillment of the Practice School – I Course

AT

COSMOS STAR CONSULTANTS Dubai, U.A.E

A Practice School I Station of

BITS Pilani, Dubai Campus Dubai International Academic City (DIAC)

Dubai, U.A.E

(JUNE 2013 – AUGUST 2013)

BITS Pilani, Dubai Campus

Dubai International Academic City (DIAC) Dubai, U.A.E

Station: Cosmos Star Consultants Location: Dubai

Duration: 11th June 2013 to 7th August 2013 Date of Start: 11/06/2013

Date of Submission: 7th August 2013

Title of the Project: WEB MARKETING: SEO AND SMO Student Name: Ajay Kumar Student ID: 2011A7PS252U

Discipline of Student: Computer Science

Name and Designation of Experts: Mr. Gaurav Aidasani, CEO, Cosmos Star

Consultants-Dubai

Name of the Faculty: Dr. Gomathi Bhavani

Key Words: Search Engine Optimization, Social Media Optimization, Web Marketing

Project Areas: Web Marketing

Abstract:

Digital marketing is a marketing process which leads to the development of any organization or brand by using a variety of digital channels such as email, social networks etc. The efforts revolving around trying to get a site/page to show up(rank) or increase rank within a Search Engine Results Page (SERP) Social media optimization (SMO) refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event.

Signature of the Student Signature of PS Faculty Ajay Kumar Dr. Gomathi Bhavani Date: 7th August 2013 Date: 7th August 2013

ACKNOWLEDGEMENTS

Firstly, I would like to express my heartfelt gratitude to Prof. Dr. R.K Mittal, Director

BPDC who has given us an opportunity to apply and understand our engineering

concepts in a practical atmosphere.

I would also like to thank Dr. B. Muralidharan, Dean (Placement & Practice School), for

giving us this opportunity to work and apply our knowledge in the technical field and

gain firsthand experience.

I am grateful to Mr. Gaurav Aidasani, CEO, Cosmos Star Consultants-Dubai, who

inspired us greatly to work in this project.

Also, I would like to show my appreciation to Mrs. Shaheen Merchant, HR Manager, for

guiding us and providing us the opportunities and facilities required for the completion of

the project.

Lastly, I would like to thank Dr. Gomathi Bhavani, our PS Faculty, for his motivation,

support, guidance and encouragement throughout the course of this project.

< Signature>

Name of the Student: Ajay Kumar

ID No. 2011A7PS252U

CONTENTS Abstract Acknowledgement Table of contents List of Figures List of tables

Chapter 1 INTRODUCTION TO SEO

1.1 EARLY STAGES OF SEO .......................................................................................................... 1 1.2 SEO’s PRINCIPLE......................................................................... ............................................. 2 Chapter 2 FACTORS FOR RANKING

2.1 ANALYZING THE FACTORS.......................................................................................................5

2.1.1 USAGE OF KEY WORDS IN LABEL TAG………………………………………………………... 6

2.1.2 ANCHOR TEXT OF INBOUND LINK……………………………………………………………….6

2.1.3 GLOBAL LINK POWER OF SITE…………………………………………………………………...7

2.1.4 AGE OF SITE…………………………………………………………………...................................7

2.1.5 LINK IDOLIZATION INSIDE WEBSITE’S INNER STRUCTURE………………………………..7

2.1.6 TOPICAL IMPORTANCE OF INBOUND SITE……………………………………………………7

2.1.7 LINK IMPORTANCE OF LOCALE IN TOPICAL COMMUNITY…………………………………7

2.1.8 KEYWORD USED………………………………………………………………………………….....7

2.2 NEGATIVE RANKING FACTORS 2.2.1 SERVER IS FREQUENTLY INACCESSIBLE TO CRAWLERS…………………………………8

2.2.2 CONTENT EXTREMELY COMPARABLE TO SUPPLEMENTARY WEB PAGES……………8

2.2.3 EXTERNAL LINKS TO LOW-QUALITY/SPAM SITES……………………………………………8

2.2.4 PARTICIPATION IN LINK STRUCTURE OR ACTIVELY VENDING LINKS…………………...8

2.2.5 DUPLICATE TITLE/META TAGS ON COUNTLESS PAGES……………………………………8

2.3 OTHER RANKING FACTORS 2.3.1 RATE OF ACQUISTION OF LINKS…………………………………………………………………9

2.3.2 USER DATA……………………………………………………………………………………………9

2.3.3 GOOGLE SANDBOX………………………………………………………………………………..10

CHAPTER 3 SEO GOALS AND OBJECTIVES…………………………………………………….11

CHAPTER 4 ELEMENTS OF PLANING

4.1 TECHNOLOGY CHOICES…………………………………………………………………………….12

4.2 MARKET SEMENTATION…………………………………………………………………………….12

4.3 CONTENT RESOURCES……………………………………………………………………………...12 CHAPTER 5 SEARCH ENGINE WEBMASTER TOOLS…………………………………………...15

CHAPTER 6 SOCIAL MASS MEDIA OPTIMIZATION 6.1 SOCIAL MEDIA…………………………………………………………………………………………16

6.2 SMO...............................................................................................................................................16

CHAPTER 7 RELATIONSHIP WITH SEO…………………………………………………………….17

CHAPTER 8 RELATIONSHIP ALONGSIDE VIRAL MARKETING………………………………..18

CHAPTER 9 SOCIAL MARKETING...............................................................................................20

CHAPTER 10 EXCLUSIVE AND COMPETEND STRATEGY FOR COMMUNAL MEDIA 10.1 KEY CONSTITUENTS AND SPECIALITIES………………………………………………………...22

10.2 THE 16 RULES OF SOCIAL MASS MEDIA OPTIMIZATION……………………………………..23

CHAPTER 11 SMO VS SEO – AIMS AND DIFFERENCES…………………………………………...26

CHAPTER 12 CONCLUSIONS……………………………………………………………………………27

FIGURE 1.1 SEARCH ENGINE MARKET SHARE………………………………………………………..2

FIGURE 1.2 SEARCH ENGINE CRAWLERS..........................................................................................3

FIGURE 2.1 START OF A USER’S SEARCH QUEST…………………………………………………...5

FIGURE 2.2 DISAMBIGUATING SEARCH QUERIES…………………………………………………...10

FIGURE 3.1 SEO PROCESSES………………………………………………………………………….....11

FIGURE 4.1 SAMPLE RESULT FOR COMPETITIVE QUERY……………………………………….....13

FIGURE 4.2 GOOGLE TRENDS FOR WEBSITES……………………………………………………….14

FIGURE 7.1 SMO GROWING RATE………………………………………………………………………..17

FIGURE 8.1 SOCIAL STARTUPS…………………………………………………………………………...18

FIGURE 8.2 VIRAL MARKETING…………………………………………………………………………...19

FIGURE 9.1 SMO ICON……………………………………………………………………………………….20

FIGURE 9.2 SMO MODELS…………………………………………………………………………………..21

FIGURE 9.3 FACEBOOK’s RANK…………………………………………………………………………...21

FIGURE 10.1 SMO OUTLETS………………………………………………………………………………...24

FIGURE 10.2 SOCIAL MEDIA EXPANSION………………………………………………………………..24

FIGURE 10.3 SOCIAL MEDIA USERS ACTIVITY…………………………………………………………25

References……………………………………………………………………………………………………...28

BIBLIOGRAPHY………………………………………………………………………………………………...29

1

CHAPTER 1 INTRODUCTION TO SEO

1.1 EARLY STAGES OF SEO

During time of Internet progress, there were less amount of users and the obtainable

data were moderately less. Admission was generally constrained to operatives of

assorted workshops which utilized it for admission logical knowledge.

One of the oldest methods was Directories which were utilized in enabling admission for

data sources present on network. Links related to resources were gathered. In April

1994 Yahoo was the first of this nature. With increasing number of locations in the

Yahoo, Yahoo developer’s made the directory look able. It was not a search engine of a

real form as search was manipulated to those sources whose listings are locale into the

directory. It did not actively pursue sources and they believed of Search Engine

Optimization was about to appear.

Link directories of this kind were used a lot in history, but in present scenario they have

been capitulated far of their fame. Because it is easy – current directories alongside

excess of sources merely furnish data on a puny fraction of Internet. It encompasses

data on concerning millions of sources. Assess this alongside the Google find engine

database encompassing extra than eight billion documents.

Presently, three managing global find engines exist – Google, Yahoo and MSN Search.

Every single consist of respective databases and search algorithms. Countless

supplementary search engines aftermath starts from main SEO’s engines and the like

Search Engine Optimization expertise can be requested to everyone.

2

FIGURE 1-1. Search engine market share

1.2 SEO’s PRINCIPLES

To comprehend it, we have to cognizance of design of engines. They include the

following components:

• Spider – It’s a plan that download web page.

• Crawler – a plan which simply follow all links on every single page.

• Indexer- Plan which analyzes pages that crawler and spider downloads.

• Database– It stores downloaded and processed links.

• Aftermath engine – Takes out search find aftermath from database.

3

• Web server – It is a server that is accountable in cases of contacting amid user

and supplementary find engine substituent.

Let us acknowledge in what manner crawling, indexing, and ranking works.

All these help them ascertain what deeds to seize to encounter their mission. This

serving chiefly covers the method Google, Yahoo, and Microsoft work, and does not

vitally apply to supplementary search engines that are accepted.

It has countless main aims and functions. Such as:

• Crawling and indexing millions of pages adjacent on the Web.

• Replying back to user questions by bestowing catalogs of similar pages.

FIGURE 1.2 : SEARCH ENGINE CRAWLER

4

Spider: This plan download web pages same as browser. The main difference is that

browser display data given on every single page as a spider do not have each

discernible constituent and works undeviatingly alongside the underlying HTML program

of page. Another option available in average web browsers is to think basis HTML code.

Crawler: It looks for sources on every single webpage. Its motive is to ascertained

whereas the former ought to go whichever by assessing links and in the manner of

catalog of addresses.

Indexer: Constituent parses every single page and observes the assorted agents, like

text, headers, distinct HTML tags, etc.

Database: It stores span for data that the search engine downloads and observes.

From time to time shown in the index of the engine.

Aftermath Engine: It calculates that WebPages best match a user's query and in the

order in which pages has to be listed. It is completed in the manner of the ranking

algorithms of the search engine. It ensue that page locale is a priceless plus each SEO

specialist is most implicated in it process to enhance his locale find results.

Web server: It normally encompasses a HTML page alongside an input earth whereas

user enumerates the question the person is implicated in. Here the server is additionally

accountable for showing result to the customer in the context of HTML page.

5

CHAPTER 2 FACTORS FOR RANKING Countless points impact site of a site in the results. It could outlast into external and

inner ranking points. Inner ranking points are the one which are manipulated by SEO

cognizant website proprietors and will be delineated.

After processing search engine produces a catalog of similar pages available on the

Web in the order probable to gratify user. Such procedures need the engines to purge

billions of documents and follow following things: 1. return only aftermath connected to

the searcher’s questions; and subsequent, site results order of observed significance

(taking into report the belief and power associated alongside the site). It is relevant and

significant that the SEO’s process is meat to influence.

FIGURE 2.1 Start of a user’s search quest

2.1 Analyzing the Factors Following is a main synopsis of the top nine conclusions: • Keyword use in label tag

• Anchor text of inbound link

• Globe link power of site

• Period of site

• Link popularity inside the site’s inner link structure

• Topical relevance of inbound links

• Link popularity of locale in topical community

• Keyword use in body text

• Globe link popularity of locations that link to the site. [1]

6

Here is a brief gaze at every single of these:

2.1.1 Usage of Keywords in label tag The words in the label tag show lot concerning case of a page, Plus is functional agent

for engines to key on. May be because it is that it is a exceedingly evident agent and is

probable to be utilized plus a label for page.

It is additionally usually consented that find engines locale the most heaviness on the

words that appear at the onset of heading.

2.1.2 Anchor text of inbound link When linked by pages to one more, it utilized is additionally utilized mainly gesture by

search engines. Creators select to link to some other web pages frequently keyword-

rich anchor text. This has managed to a incredible link builder’s focus in an endeavor to

become websites to yield keyword-rich text which are linked to the client’s sites

2.1.3 Global link power of site This point’s finished link power of the websites as challenged to the link power of

respective pages on the site.

. Here are following methods to become a finished virtue-

• Gaze at the PageRank for the residence domain’s respective pages. Even though the

original PageRank algorithm is wrong, so it can yet furnish finished idea of site’s globe

link popularity. Note, though, residence page does not mean to be the Highest

PageRank page on site.

• Use Linkscape’s area mozRank.

7

2.1.4 Age of site

It frequently astonishes novice SEO practitioners, but undoubtedly it is a point. The logic

is that the site concerning for past period have to act as something right in the area it is

trying to serve. A spammy location in the end does not stand out also.

2.1.5 Link Idolization inside the website’s inner structure Search engines depend on Creator for notifying about what have they contemplate is

the very main basic part of the website. Such as, a page that can be grasped merely

afterward few clicks from home page are plausibly worthless. In addition, a page which

is encompassed in the globe exploration, and thus results in being related to by every

single webpage of the locale is definitely some of extra main pages. The importance of

the inner link is additionally point.

2.1.6 Topical importance of inbound links The importance of the locations relating to the pointed page plus the pointed keyword is

a large point also. Links from a locale on a nonrelated case are yet helpful.

2.1.7 Link prevalence of locale in topical community It articulates that instituting the power of site. In case of countless links from users of the

topical area, extremely forceful poll of assurance for your site.

2.1.8 Keyword Used Search engines additionally gaze at contents inside the page’s body. Allocating similar

keyword in label tag is preferred, sadly it adds to the encounter if baked up by on-page

content.

2.2 NEGATIVE RANKING FACTORS

The SEOmoz survey additionally recognized the top five negative factors:

8

2.2.1 Server is frequently inaccessible to crawlers Search engines desire their users to have good experiences. If your locale is subject to

frequent outages, by meaning it is not bestowing a good user experience. So, if the find

engine crawler oftentimes is incapable to admission your web pages, the find engine will

accept that it is dealing alongside a low-quality site.

2.2.2 Content extremely comparable to or duplicate of supplementary web pages If your website is extremely slender on content, or is mainly a duplicate of the content

on supplementary websites, this will potentially be perceived as a negative ranking

signal.

2.2.3 External links to low-quality/spam sites One method to damage your site’s ranking is to make a exercise of relating to low-

quality locations or spam sites. Usually articulating, one bad outbound link could not

damage you, but if you linkto lots of poor-quality locations, it precisely can damage your

rankings.

What makes this extra convoluted is that you could link to a flawlessly good area that

goes out of business. Whoever picks up the area subsequent could not be someone

you want to link to, but you could not understand that the locale you primarily related to

is gone and has been substituted by a spam site.

2.2.4 Participation in link schemes or actively vending links Search engines additionally do not desire publishers to vend links on their locale for the

intentions of passing link power (or link juice, as countless people in the industry call it).

The search engines don’t desire publishers giving in shady link schemes, such as

allocating hit counters alongside hidden links inside them.

2.2.5 Duplicate titles/meta tags on countless pages Since the label tag is a extremely influential gesture, wreck to craft a different label tag

can be a negative ranking signal. Correspondingly, the Meta description, and Meta

9

keywords tags duplicated en masse, might potentially be perceived as a negative

ranking factor.

2.3 OTHER RANKING FACTORS The ranking factors we’ve debated so distant are truly just the basics. Find engines

potentially factor in countless extra signals. A little of these include:

2.3.1 Rate of acquisition of links If above period your locale has acquired an average of 5 links each date, and next the

links suddenly onset to come in at a rate of 10 each date, that might be perceived as a

affirmative ranking signal. On the supplementary hand, if the rate of new links drops to

two each date, that might be a signal that your locale has come to be less relevant.

Additionally, if your locale unexpectedly starts to become 30 new links each date, you

have whichever come to be a lot extra relevant or commenced to buy links in a spammy

way. The fiend is in the features here, alongside one of the most vital details being from

whereas those new links are coming.

2.3.2 User data Personalization is one of the most conversed concerning frontiers in search. There are

a insufficient ways personalization can seize place. For one, a find engine can present a

geolocation lookup to figure out whereas you are concerning located. Instituted on this,

a find engine can show aftermath tailored to your present location. This is extremely

helpful, for example, if you are looking for a innate restaurant.

Another method a find engine can become a little data on a user is if the user creates a

profile with the find engine and voluntarily provides a little information. An easy example

would be a speech preference. If the user indicates he prefers Portuguese, the search

engine can tailor the aftermath to that preference. Search engines can additionally gaze

at the find past for a given user. Basically, the search engine maintains a log of all the

hunts you have gave after you are logged in. Based on this, it can discern that you have

been checking out luxury cars presently, and can use that vision to tweak the aftermath

you discern afterward you find on jaguar.

10

2.3.3 Google sandbox As we have debated across this chapter, the find engines use a number of methods to

battle spam. One method that countless people trust Google uses became known as

the Google “sandbox.” The sandbox is believed to be a filter whereas Google limits the

rate of development of the PageRank (or rankings) of new domains. This way might be

functional in filtering out spam areas because they frequently don’t stay around

extremely long, so the spammer works hard to become them ranking and producing

traffic as swiftly as they can. The sandbox can potentially craft a scenario whereas the

website is caught by enhanced algorithms or manual study prior to becoming

exceedingly productive. At a minimum, it should rise the price of the spammer’s efforts.

FIGURE 2-2 Disambiguating search queries

11

CHAPTER 3 SEO GOALS AND OBECTIVES

The melodramatic development can be divided to three growing ways:

• Find search engines drive melodramatic numbers of concentrated users, including

person’s intention on achieving scrutiny and buying motives.

•Visibility in find engines creates an implied endorsement result, whereas searchers

Associate quality, relevance, and trustworthiness alongside locations that locale

exceedingly for their queries.

• Melodramatic development in the contact amid offline and online marketing

necessitates investment by associations of all kinds in a prosperous find strategy.

Customers are increasingly curving to the Web beforehand making buys in verticals

such as real estate, autos, furniture, and technology. Associations cannot afford to flout

their customers’ needs as expressed across hunts led on Google, Yahoo!, and Bing.

Figure 3.1 : SEO process

12

CHAPTER 4 ELEMENTS OF PLANING

4.1 Technology Choices As we by now counseled, SEO encounters main knowledge choices. For example, a

CMS can facilitate—or, perhaps, eliminate—your SEO strategy. A little periods do not

even permit you to have labels and meta descriptions that vary from one web page to

the subsequent, craft hundreds (or thousands) of pages of duplicate content, or make a

302 (temporary) redirect the default redirect you demand to use. All of these things

might be calamitous for your website.

4.2 Market Segmentation Another critical factor is the nature of the marketplace in that you are competing. This

tells you how competitive the nature is in finish, and after you increase it alongside

additional research, you can use this data to notify how competitive the SEO nature is.

In a little marketplaces, usual find is intensively competitive. For instance, Figure 4-1

displays the Google aftermath for trust cards. In this marketplace, Visa, Chief Card,

American Express, and Discover all flounder to make the #1 locale in Google’s

aftermath, so you understand this marketplace is highly competitive.

4.3 Content Resources The driver of each heavy-duty link crusade is the quality and volume of your content. If

your content is of average quality and covers the alike data dozens of supplementary

locations have covered, it will not appeal countless links. If, though, you are allocating

out quality content, or you have a novel instrument that countless will desire to use, you

are extra probable to accord external links. At the commencing of each SEO crusade

you ought to gaze at the content on the locale and the available resources for growing

new content. You can next match this up alongside your target keywords and your link-

building strategies to furnish the best aftermath.

13

Figure 4.1 sample result for competitive query

14

Figure 4.2 Google trends for websites

15

CHAPTER 5 SEARCH ENGINE WEBMASTER TOOLS

Although we have referred to the Webmaster Tools provided by Google and Bing

throughout, it is worth going into these in greater depth. Using Webmaster Tools is a

great way to see how the search engines perceive your site. First, let’s clear up a

popular misconception. Setting up and using a Google Webmaster Tools or Bing

Webmaster Tools account provides no new information about respective web site to the

engines. That is not the purpose of these tools. You can easily get comfortable with this

when you learn how the tools are set up. You can create a Webmaster Tools account

with either Google or Bing quite easily. An important part of creating these accounts is

verifying your ownership of the site. To do that you have two options:

• Place a search-engine-supplied meta tag on the home page of your domain.

• Place a special file as specified by the search engine in the root directory of your web

server.

Neither of these actions changes or enhances the search engine’s ability to access

information about your website.

The intent of these tools is to provide publishers with data on how the search engines

view their sites. This is incredibly valuable data that publishers can use to diagnose site

problems. We recommend that all publishers leverage both of these tools on all of their

websites.

16

CHAPTER 6 Social mass media optimization

6.1 Social Media

Social media refers to the means of interactions among people in which they create,

share, and exchange information and ideas in virtual communities and networks.

Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-

based applications that build on the ideological and technological foundations of Web

2.0 and that allow the creation and exchange of user-generated content." Furthermore,

social media depend on mobile and web-based technologies to create highly interactive

platforms through which individuals and communities share, co-create, discuss, and

modify user-generated content. It introduces substantial and pervasive changes in

communication between organizations, communities, and individuals. [2]

6.2 SMO

As the name suggests, it mentions of the usage of communal mass media outlets and

areas in publicizing it to raise the news of the product, brand or event. Variety of

communal mass media encompassed contains RSS feeds, communal news and

bookmarking locations, plus communal outlets, such as social network and blogging

sites. Social Media Optimization is comparable to SEO in that the aim is to produce

publicity and knowingness of the website.

To conclude, communal mass media optimization mentions to optimize a website and

its content in words of allocating across communal mass media sites.

17

CHAPTER 7 Relationship with SEO

SMO is getting vital to find SEO, as search engine are growingly employing the

recommendations given by users of communal webs to locale pages in the engine

consequence pages. The meaning is that after web page is public or "liked" on a

communal web, it is being considered as a "vote" for that page's quality .Thus, search

engines can use such votes accordingly to properly rank websites in SERPs. [2]

Furthermore, as it is extra tough to tip the scales or impact the find engines in this

method, find engines are allocating extra stack into communal search

While communal mass media optimization is connected to find engine marketing, it

differs in countless ways. Primarily, SMO focuses on steering traffic from origins

supplementary than finding engines, nevertheless enhanced find ranking is additionally

a benefit of prosperous communal mass media optimization.

Figure 7.1 : SMO growing rate

18

CHAPTER 8 Relationship alongside viral marketing

SMMO is in countless methods related to the method of viral marketing whereas word

of mouth is crafted across the usage of networking in communal websites.

A competent SMO crusade can tackle the manipulation of viral marketing; Such as,

80% of attention on interest is resulted across "repining." In addition, by pursuing

communal course and employing alternative communal webs, websites can retain

continuing followers as additionally appealing new ones.

This permits companies to craft an online pursuing and attendance, all relating back to

the company's website for increased traffic. Such as, alongside a competent communal

bookmarking crusade, not merely the traffic coming for the particular web site can be

increased, but a site's ranking can additionally be added up.

In a comparative method, the assurance alongside blogs creates a comparable

consequence by allocating content across the usage of RSS in the blogosphere and

distinct blog search engines.

Figure 8.1: Social Startups

19

Figure 8.2: Viral Marketing

20

CHAPTER 9 SOCIAL MEDIA MARKETING

These dates nearly everyone uses communal mass media outlets to converse, range

data, and/or marketplace pretty far everything. Facebook, LinkedIn, YouTube, Twitter or

Google+ is extra than methods of chatting alongside aged friends or methods to display

of pictures of your children. Rather, they have come to be an integral portion of each

competent marketing strategy. Constructing pages for Communal Mass media locations

give you an assurance that your Ad will be viewed. We can safeguard that a Communal

Mass media constituent in your SEO crusade will appeal viewers from locations that

supplementary methods cannot. Communal Mass media Service plays a tremendously

vital actor in a finished SEO crusade because it undeviating hits a viewer’s confidential

profile, unlike supplementary extra indirect optimization techniques.

Here are a little methods and features that Real Vision Technologies can incorporate

into your Communal Mass media Services. The crusade is exceptional to the firmprofile,

target viewers and budget.

Figure 9.1: SMO icon

21

Figure 9.2: SMO Models

Figure 9.3 Facebook’s Rank

22

CHAPTER 10 Exclusive and Competent Strategy for Communal Media

Apart from an established SEO strategy, our work in Communal Mass media Services is

severely as each the road chart our craft in public accord alongside our client,

safeguarding that the strategy can be competent inside a short era of time. Instituted on

factors exceptional to every single clients’ needs, it is ambitious if the demand for

Communal Mass media exists, and whereas to localize the data to become the biggest

benefit alongside the lowest price to the client.

10.1 Key Constituents and Specialties

• Strong Web: One key factor of a competent Communal Mass media Crusade is a

forceful, expansive web that can hit the vastest Communal Web audience. These kinds

of movements are interrelated alongside every single order. Therefore, we seize a

crucial blend of communal mass media movements that should most closely interact

alongside your target viewers. For example, we can link your communal mass media

period and webs to your website and blog, as on the supplementary hand relating your

communal webs to your website so that you can instantly publish new blog posts. Most

frequently, we enable Facebook, Twitter and LinkedIn, and from time to time Google+.

Though, we can go for each number and kind of communal mass media outlet reliant on

your requirements.

• Quality Content: Our strategy involves a focus on quality above quantity. We don’t

trust in posting bulk content randomly on all media. All Communal Mass media venues

23

have their own theme and nature of the platform. For example, a Facebook page and a

Twitter talk will be extremely disparate in nature. We additionally safeguard that our

content stays spam free. We discern to it that your blog posts, tweets and Facebook

posts proposal your viewers something interesting, exceptional, and functional, imitating

your subjects’ personality, tone and style, points frequently overlooked.

• Active Posting: Alert Postings are a way of seizing your website content to a new

height. After good content is posted, even alongside forceful networking, it doesn't vitally

assist your intention efficiently unless it is live and active. There are countless methods

that we use for keeping your content like a live wire. Sharing, Voting, Commenting, Re-

posting, Relating etc., are a few of the hobbies that we present to retain your content

conversed about.

10.2 The 16 Rules of Social Mass media Optimization

1. Increase your link ability

2. Make Tagging and Bookmarking Easy

3. Reward Inbound Links

4. Help Your Content Travel

5. Encourage the Mash up

6. Being a User Resource, Even if it doesn’t Aid You

7. Recompense Helpful and Priceless Users

8. Participate

9. Understand How to Target Your Audience

10. Craft Content

11. Be Real

12. Don’t Ignore Your Roots, Be Humble

13. Don’t Be Frightened to Endeavour New Things, Stay Fresh

14. Develop an SMO Strategy

24

15. Select Your SMO Methods Wisely

16. Make an SMO portion of your procedure and best practices

Figure 10.1: SMO outlets

Figure 10.2: Social media Expansion

25

Figure 10.3: Social Media Users Activity

26

CHAPTER 11 SMO vs. SEO - aims and differences

As challenging to SEO, that increases traffic pending from search engines (by editing

keywords and HTML codes) for a website that becomes the go-to locale, SMO builds a

web of contact concerning your content by making it attainable and shareable across a

multitude of Social networks. Whereas in SEO you made adjustments in the locale,

SMO is about becoming the content from your locale to excursion beyond of your

domain. It doesn’t need people to become to you, but instead it transforms them into

messengers of your information.

In the case of SEO, it was Google. In the case of SMO

It is the people. As SEO is yet extraordinarily important, it is not plenty to contest in a

market turning extra and extra in the direction of new mass media for information and

answers.

Of sequence, they both need people to kind in or click on a link directing to your locale

aka they can both enhance find rankings, but while SEO can hold irrelevant traffic

(people that will not come back again), SMO is established on the belief and usefulness

(people will not sense as if they were held to you, but as if they discovered a little

outstanding content which they desire to share).

It’s seems that SMO is an extra refined, qualitative method,

Because afterward all it’s not concerning how countless people discern your memo, but

WHO sees it. On the supplementary hand, this doesn’t mean that you should

Restrict your efforts to communal media. As Solis puts it, ‘SMO ought to be part of a

finished SEO strategy (SEO + SMO = Amplified Find ability on the established and

communal Web).’

So use a combination of the two, if that suits your brand.

Generate traffic to your locale, but recall to always endeavour to accomplish a more

confidential touch: recommendations and popularity are possible only across organic

growth. You desire your ‘clickers’ to come to be a community.[1] -Wikipedia

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CHAPTER 12 CONCLUSION

Mastering SEO needs an outstanding deal of discover and effort. Even after you

accomplish early mastery, you have to tolerate your studies to stay current. Thankfully,

industry resources abound: blogs, forums, sessions, workshops, training materials,

competitive scrutiny instruments, and search-engine-supplied instrument sets and

vision centers. Seize supremacy of the affluent origins of information and give in the

vibrant online area to stay in front of the learning curve, and your competition.

SEO is both fine art and science. The artistic aspect of SEO needs vibrant creativity and

intuition.The find engine algorithms are too convoluted to reverse-engineer every single

aspect of them. The scientific aspect involves challenging assumptions, assessing

hypotheses, making observations, drawing conclusions, and accomplished reproducible

results. These two methods of thinking will remain a necessity as SEO evolves into the

future. Even though the past decade has perceived an large number of change, the

reality is that it has plainly been the tip of the iceberg. There’s a lot extra change to

come, and at an ever-increasing (exponential) rate. If the Regulation of Accelerating

Returns holds, we’re in for a feral ride. In this fast-moving industry, the prosperous SEO

expert has to frolic the act of early adopter. The main adopter is always trying new

things—tools, methods, ways, processes, technologies—to retain pace alongside the

ever-evolving engines. At the supplementary conclude of the adoption

curve are the laggards. Every single industry has its laggards. In SEO, the laggards are

yet touting the benefits of meta keywords to their unsuspecting victims (er, customers).

It is not plenty to change to change. You will demand to embrace it, to evangelize it.

Countless in your (or your client’s) association could fear change, and steering them

across these turbulent waters will need forceful leadership. Thus, the prosperous SEO

expert additionally has to play the act of change agent.

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REFERENCES The report was made with the help of following references- [1] www.seo-tutorial.seoadministrator.com [2] www.wikipedia.com

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BIBLIOGRAPHY The report on the topic “WEB MARKETING: SEO AND SMO” was made with the help of following sources –

1. en.wikipedia.org 2. eastlinemarketing.com 3. www.zmescience.com 4. www.seo-professional.co.uk 5. htmlpress.net 6. www.mymakemoneyway.com 7. www.kirthee.co.in 8. www.free-extensions.com 9. Book : The Art Of SEO