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Demystifying SEO - Getting the Fundamentals Right

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Demystifying SEO - Getting the Fundamentals Right

  1. 1. Demystifying SEO Getting the Fundamentals Right Raunak Guha Co-Founder, RankHigher.in www.rankhigher.in
  2. 2. Content ● Understanding Search process ● SEO - What, when and why? ● Getting Deeper with SEO o Understanding Search Intent o SEO SWOT Analysis o Domain Name and Hosting o Keyword Research o Performance o Technical o On-page o Off-page ● Blogging ● Domain Authority ● Measuring SEO Impact ● Where do we go wrong? ● Please Remember
  3. 3. Understanding Search Process
  4. 4. SEO - What, when and why?
  5. 5. What is SEO? SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines.
  6. 6. Google Search - SERP
  7. 7. CTR based on Google rankings
  8. 8. SEO - Why do you need? 94% of searchers click on Google organic results. 6% click on PPC results - GroupM UK and Nielsen
  9. 9. Getting Deeper with SEO
  10. 10. Understanding Search Intent ● What is your business value proposition? ● What problem are you solving and for whom? ● What is the current option your prospect has? ● How are they looking for a solution to their problem that you can solve?
  11. 11. VS. Understanding Intent
  12. 12. SEO Swot Analysis
  13. 13. Domain Name and Hosting
  14. 14. ● Brandable vs Keyword rich domain name ● Duration of the domain being bought ● Hosting Server Location ● TLD extension (.in vs .com vs .net etc) ● Hosting Server type (shared vs dedicated) ● Avoid Cheap hosting providers
  15. 15. Keyword Research
  16. 16. ● Focus on User Buy Intent ● What problems are you solving ● Brainstorm possible search queries ● Ask your employees/customers/investors/friends/family ● Follow discussions on Forums/Quora/FB Groups ● Spy on competitor keywords How to do Keyword Research
  17. 17. Tools for Keyword Research ● Keyword Planner ● Keyword.io ● Google Auto Suggest ● Google Related Searches ● SEMRush Pick keywords which have low competition
  18. 18. Performance
  19. 19. ● Page size < 500Kb ● http requests < 50 ● Load time < 1.5 seconds Use: ● GTMetrix ● Google PageSpeed Chrome Extension ● tools.pingdom.com
  20. 20. Technical
  21. 21. ● Directory Structure ● URL Structure ● Internal linking ● sitemap.xml ● schema.org ● URL Redirects ● Robots.txt ● Responsive Design
  22. 22. Structuring Pages & Interlinking
  23. 23. On-Page SEO
  24. 24. ● Title Tag ● Header Tags ● Content ● Alt Tags ● Meta Description ● LSI and Keyword Density ● Focus on Call to Action per page
  25. 25. Title Tag 1. 512 Pixels (approx 55-60 characters) (http://moz.com/blog/new-title-tag-guidelines-preview-tool) 1. Keywords towards the front 2. Make title tags readable 3. If you include a brand in the title tags, place it at the end unless it is a well-known brand people seek out 4. Make each title unique 5. Avoid stuffing keywords - Google may change this is SERP based on search query relevance
  26. 26. Header Tags Use H1 and H2 tags - Use only one H1 tag per page. Multiple H2 tags - Use Keyword in header tags - H1 - E.g., - What is SEO? - H2 - E.g., - Performance Optimisation - H2 - E.g., - What is On-Page SEO?
  27. 27. Content ● Min. 300 words/page ● Don’t stuff keywords ● Write proper constructed sentences focussing on thought behind the keyword ● Don’t cloak keywords
  28. 28. Alt Tags ● Google reads images through HTML tags ● Use Alt Tag for all images ● Use the context of the image in Alt Tags ● You can use keywords in Alt Tags
  29. 29. Meta Description ● 920 px width ● Google uses 13px Arial font ● Use Meta Description to explain what the page is about ● Use the Keyword in Meta Desc. Appears bold in SERP ● Google may change Meta Desc based on Query
  30. 30. LSI and Keyword Density ● Don’t write content using exact keywords everywhere (looks unnatural) ● Write for humans (not search engines) ● Keep Keyword density <1% Google getting smarter at detecting LSI.
  31. 31. Off-Page SEO
  32. 32. ● Forum/Blog Commenting ● Blogger outreach ● Guest Blogging ● Social Media/Content Marketing ● Social Bookmarking Get Relevant high Quality Backlinks
  33. 33. ● Rich anchor text backlinks ● Branded backlinks ● Naked URLs ● Anchor text variations ● Generic anchor texts Anchor Text Strategy
  34. 34. Blogging
  35. 35. Why should I blog? ● Long Tail Keywords targeting ● Establishing authority ● Engagement ● Frequently updated website gets Google benefit
  36. 36. Topics for Blogging ● Solve your prospects pain point ● Keyword Planner ● Google Auto Suggest ● Google Related Searches ● Spying on Competitor Blogs (buzzsumo/Quicksprout) ● Popular blogs in your niche (buzzsumo)
  37. 37. Domain Authority
  38. 38. ● Age ● Quality ● Relevant Backlinks ● Engagement ● Visitors (Demo - Majestic.com)
  39. 39. Measuring SEO Impact
  40. 40. GA and GWT ● Organic New Visits ● Sessions ● Ignore branded search queries ● Pages/session ● Average Session Duration ● Bounce Rates ● Impressions ● Crawl Errors
  41. 41. Where do we go wrong?
  42. 42. ● Obsession over rankings ● Targeting wrong/less keywords ● Not using SEO as a test case in development ● Too much focus on on-page and off-page. Less focus on technical/performance
  43. 43. Please Remember
  44. 44. ● All SEO knowledge is based on experiences of SEO experts globally ● SEO is not an instant pain relief medicine. SEO is a long term process ● SEO is a strategy. Not a tactical ploy ● SEO is an ocean. We covered a pond today ● SEO is not about on-page or off-page. It is a process in totality
  45. 45. RankHigher Resources Subscribe to our blog: http://www.rankhigher.in/knowledge-hub/
  46. 46. Thank You Website www.rankhigher.in Email: raunak.guha@rankhigher.in Twitter: @raunakguha Mobile: +91 9008 639 690

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