1. Deeya Nayar-Nambiar
Core Faculty- BMM
Self-Finance Department
Ghanshyamdas Saraf College, Mumbai
27th Nov 2012

2. Introduction
 The business of words conveyed best in the right sentences, paragraphs, grammar and
spellings, has become the strong tool of online marketing in the era of globalisation.
 The best business is one which can communicate well and reach out to millions of people
across the world.
 With the internet revolutionising the various forms of media, it is content writing that has
gained prominence as a means of communication.
 This is mainly because “content writing is a branch of content marketing, which aims at writing
in a way that draws the targeted audience to the site in engaging them to active participation.
This participation may include readers commenting on blogs and social networks, clicking
‘Like’ and ‘Share’ or ‘Tweet’ about the written post or uploaded video.”
 Further, to enhance the content visibility on the search engines like google and yahoo, more
and more writers are making use of keywords, better known as search engine optimisation
(SEO) for search engine marketing (SEM) of their end product.

3. Background of the study
Search Engine Optimisation (SEO)
 A good content strategy often begins with the use of search engine
optimization (SEO) technique to obtain higher number of visits to the site.
 Search engine optimization (SEO) can be defined as an Internet marketing
strategy that helps to improve the visibility of a web page or a website in a
search engine’s (e.g. Google, MSN, Yahoo) search results.
 A web writer makes use of keywords, searches for new keywords and
works on specific keywords to get new traffic.

4. Background of the Study (Cont.)
 Search Engine Marketing (SEM)
 It is necessary to mention search engine marketing (SEM), which in short,
“is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs).”
 It is a rather broad term that utilizes the technology of search engines with
the goal of “combining the two processes of search engine optimization
(SEO) and pay-per-click advertising (PPC)”.
 It would be better to say that, “no SEM campaign is complete without
SEO.”

5. Background of the Study (Cont.)
SEO in SEM
An SEO content writer would take into account some of the
questions as to :
 Who is the audience?
 What do they like, talk about or want to know?
 Where do they spend their time most on (for example, social networking
site, online games, reading books)?
 Why should the content be written?
 What should be the objective of writing?
 When should the right content as a source of information be transferred?
 How to keep track of the visits?

6. Background of the Study (Cont.)
 SEO IN SEM
 Along with content writing, a web page is also seen to carry advertisements
and related links to other sites that contain content to similar keyword
search. Apparently, such ads and links also include the keyword in the
given link.
 To achieve good content writing and content marketing positions, the path
requires constant analysis and evaluation to know the right approach that
would best fit the targeted audience at a specific time.
 There are various keyword analysis tools such as the Google Keyword Tool
that help uncover ‘the words most often employed by search engine users’.
 This would optimize the site to rank well for specific terms; which in turn
would ensure a company could dominate the front page of search results.

7. Objective of the Study
 The main objective of the study is to understand the role of Search Engine
Optimisation (SEO) content in Search Engine Marketing (SEM).
 To analyse the search pattern of internet users that indirectly support
content marketing, thus creating business opportunities.

8. Hypothesis
 The specific keywords that are part of search engine optimisation in a
content and tools of marketing strategy, is directly related to the search
patterns displayed by the internet users.

9. Research Methodology
 The present study is exploratory in nature. It is also analytical as it
examines the nature of search pattern displayed by internet users across the
globe.
 Sources of Data :
 The data needed for the present study has been collected from the
secondary sources. These include a varied range of websites and web pages
including blogs that appeared on the search engine www.google.com.
 For the purpose of the study, web pages were randomly picked. Each page
was studied closely to identify the variables that were commonly found.
 The pages on the search engine were examined from the point of view of
the use of the keywords in the title, content, comments, links and tags, and
descriptions that appeared below the images, end of the page, right below
the headline etc..

10. Sample of Study
 A set of six questions collected from the internet search based on the
suggestions posed by google was used as sample.
 The search was done using the 5W’s and One H model used by journalists
– who, what, where, when, why and how.
 The study was mainly done using some of the interesting questions that
were asked by the internet users frequently.
 These were the questions that came up several times while searching for the
main keyword.
 Further, under each searched question, the study of 10 sites that were
randomly picked from the web pages listed in the google search engine has
been analysed.

11. Analysis of Data
 The websites for the study answered the following questions:
1. Beginning with “who”. The randomly picked, most commonly searched, and interesting
question was “Who is God”.
2. Beginning with “what”. The randomly picked, most commonly searched, and interesting
question was “What is love”.
3. Beginning with “where”. The randomly picked, most commonly searched, and interesting
question was “Where can I download free movies”.
4. Beginning with “when”. The randomly picked, most commonly searched, and interesting
question was “When will I die”.
5. Beginning with “why”. The randomly picked, most commonly searched, and interesting
question was “Why am I so tired”.
6. Beginning with “how”. The randomly picked, most commonly searched, and interesting
question was “How to speak English”.

12. Findings
Who
The detailed analysis of the question on “Who is God”, the keyword search was done
using the word “God”. The results showed that the keyword God appeared 58.5 times on
an average from 10 websites.
Descripti Comment
Question Keyword Title Content Links Total
on s
misc tags
Who is God? God 1 3 60 14 78
Who is God? God 1 0 22 2 25
Who is God? God 1 2 19 7 29
Who is God? God 1 36 30 67
Who is God? God 1 3 17 2 23
Who is God? God 1 1 10 12
Who is God? God 1 1 12 17 31
Who is God? God 1 2 2 5
Who is God? God 1 1 50 15 67
Who is God? God 1 2 211 18 16 248
TOTAL 10 13 439 18 105 585

13. Who
500
450
400
350 Total
300 Links
250 Comments
Content
200
Description
150
Title
100
50
0
1 2 3 4 5 6 7 8 9 10

14. Findings (Cont.)
What
The detailed analysis of the question on “What is Love”, the keyword search was done
using the word “Love”. The results showed that the keyword “Love” appeared 73.6 times
on an average from 10 websites.
Question Keyword Title Description Content Comments Links Total
misc tags
What is love Love 1 3 42 119 7 172
What is love Love 1 4 46 8 8 67
What is love Love 1 2 26 38 67
What is love Love 1 1 53 12 67
What is love Love 1 32 28 2 63
What is love Love 1 3 43 13 76 136
What is love Love 1 18 1 2 22
What is love Love 1 3 24 2 30
What is love Love 1 20 50 1 72
What is love Love 1 1 27 8 3 40
TOTAL 10 17 331 227 151 736

15. What
350
300
250
Total
Links
200
Comments
150 Content
Description
100
Title
50
0
1 2 3 4 5 6 7 8 9 10

16. Findings (Cont.)
Where
The detailed analysis of the question on “Where can I download free movies”, the
keyword search was done using the word “movie”. The results showed that the
keyword “Movie” appeared 47.1 times on an average from 10 websites.
Descriptio Comment
Question Keyword Title n Content s Links Total
misc tags
Where can I download free movies Movie 1 16 1 47 65
Where can I download free movies Movie 1 8 3 12
Where can I download free movies Movie 1 4 4 7 16
Where can I download free movies Movie 1 3 20 2 13 39
Where can I download free movies Movie 1 1 10 112 8 132
Where can I download free movies Movie 1 1 30 37 69
Where can I download free movies Movie 1 3 3 7
Where can I download free movies Movie 1 2 9 14 2 28
Where can I download free movies Movie 1 1 26 41 69
Where can I download free movies Movie 1 16 17 34
TOTAL 9 9 126 152 175 471

17. Where
300
250
Total
200
Links
150 Comments
Content
100 Description
Title
50
0
1 2 3 4 5 6 7 8 9 10

18. Findings (Cont.)
When
The detailed analysis of the question on “When will I die”, the keyword search was done using
the word “Die”. The results showed that the keyword “Die” appeared 13.8 times on an average
from 10 websites.
(Interestingly, there were more than 30 sites that used the keyword search in quiz, question
and answers, death calculators etc.).
Question Keyword Title Description Content Comments Links Total
misc tags
When will I die Die 1 28 7 36
When will I die Die 1 5 1 7
When will I die Die 1 6 22 29
When will I die Die 1 7 8
When will I die Die 1 1 4 1 7
When will I die Die 1 2 1 1 5
When will I die Die 1 2 16 19
When will I die Die 1 2 1 4
When will I die Die 1 1 8 7 17
When will I die Die 1 1 3 1 6
TOTAL 10 6 77 4 41 138

19. When
80
70
60
Total
50
Links
40 Comments
Content
30
Description
20 Title
10
0
1 2 3 4 5 6 7 8 9 10

20. Findings (Cont.)
Why
The detailed analysis of the question on “Why am I tired”, the keyword search was done using the word
“Fatigue”. The results showed that the keyword “Fatigue” appeared 26 times on an average from 10
websites.
(Interestingly, there were more than 20 sites that used the word tired and fatigue interchangeably. There
were also more than 10 sites that used the same content through different sites).
Question Keyword Title Description Content Comments Links Total
misc tags
Why am I so tired Fatigue 1 0 25 0 25 51
Why am I so tired Fatigue 1 0 19 0 3 23
Why am I so tired Fatigue 1 0 10 1 2 14
Why am I so tired Fatigue 1 1 4 0 2 8
Why am I so tired Fatigue 1 1 16 0 2 20
Why am I so tired Fatigue 1 0 22 0 3 26
Why am I so tired Fatigue 1 0 23 0 15 39
Why am I so tired Fatigue 0 3 6 6 0 15
Why am I so tired Fatigue 1 2 23 0 17 43
Why am I so tired Fatigue 1 0 6 12 2 21
TOTAL 9 7 154 19 71 260

21. Why
120
100
80 Total
Links
60 Comments
Content
40 Description
Title
20
0
1 2 3 4 5 6 7 8 9 10

22. Findings (Cont.)
How
The detailed analysis of the question on “How to speak English”, the keyword search was done using
the word “English”. The results showed that the keyword “English” appeared 53.7 times on an average
from 10 websites.
Question Keyword Title Description Content Comments Links Total
misc tags
How to speak English English 1 2 66 55 124
How to speak English English 1 40 37 78
How to speak English English 1 23 14 33 71
How to speak English English 1 3 5 26 35
How to speak English English 1 1 15 24 4 45
How to speak English English 1 14 4 19
How to speak English English 1 2 14 4 21
How to speak English English 1 1 4 58 64
How to speak English English 1 3 37 13 54
How to speak English English 1 1 12 12 26
TOTAL 10 13 230 38 246 537

23. How
250
200
Total
150 Links
Comments
Content
100
Description
Title
50
0
1 2 3 4 5 6 7 8 9 10

24. Conclusion
Why has content writing gained a strong footing in business today? The
question can be answered differently.
 Firstly, good content writing with its SEO techniques is a business that manages to
draw audience to websites. On the other hand, the SEO aspect of the content along
with the number of visits, and number of sharing of that content, would hold the key
to bring it in the first page of the search engine. In other words, SEO is a business of
SEM.
 Secondly, SEM is a business that makes use of SEO and PPC advertisement (Pay-
per-click) to increase visibility and promote websites. Here, specially designed
search engine marketing practices involve business concept of money, customer and
profit.
 Thirdly, with the global economic scenario witnessing ruthless competition amongst
“global businesses, manufacturers and retailers, producers and distribution channels,
sellers and buyers,” most of the small and big businesses are indulging in online
business promotions.
 “The movement is more from offline efforts to capture customers to online
relationship building to win customers.” At such a point customised SEO contents
and SEM techniques help to create greater visibility.
 Therefore, it is rightly said that in web, content is the king .

25. Limitations and Suggestions
 Limitations:
 The present study is entirely based on secondary data from the internet.
 The findings can be considered as the perspectives of the content writer and
content provider purely from the search engine marketing point of view.
 Search engine optimization (SEO) makes use of complex keyword
strategies, backlink building many other techniques to make a website more
attractive to search engines, which has not been dealt in detail in this study.
 Suggestions:
 The present study holds a scope for understanding the trends of content
marketing in online journalism including e-papers.

26. Bibliography
 Books
1. Stovall Glen James : Writing for the MASS media, Pearson Education, Sixth Edition
2. Gaur Sanjay: e-Journalism, Yking Books, 2011
 Websites
1. Herbert, J., Working Towards Practical Theory of Journalism, Staffordshire University, UK
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1254&context=apme
2. Tobert Andrew, Why SEO
http://www.wordtracker.com/academy/why-seo
3. Content & Search Engine Ranking Factors
http://searchengineland.com/guide/seo/content-search-engine-ranking
4. Online Marketing
http://yellowearthtechnologies.com/onlinemarketing.html
5. Trond Lingbo, What’s in a Word? The Role of Keyword Selection for Business Growth
http://searchengineland.com/whats-in-a-word-the-critical-role-of-keyword-selection-for-business-
growth-117384
6.What is Content Marketing?If You’re Not Content Marketing, You’re Not Marketing
http://contentmarketinginstitute.com/what-is-content-marketing/

27. Thank You