Search+Engine+Optimization+-+Week+2.pdf

Search Engine Optimization – Week 2
– Mentor Session
sarithakishore1@gmail.com
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This file is meant for personal use by sarithakishore1@gmail.com only.
Sharing or publishing the contents in part or full is liable for legal action.

Agenda
✓ A quick revisit to the SEO week – 1 agenda and the particulars
✓ A deep dive into On-Page SEO
✓ Powerful Keyword Research
✓ On-Page tools for WordPress
✓ Activity for On Page
✓ SEO Tools to tame
✓ A deep dive into Off-Page SEO
✓ Activity for Off-Page
✓ Discussion on authority metrics and the trust metrics
✓ Discussion on Google algorithms and the penalties by Google
✓ Some best practices from the industry
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First Things First – A Revisit to The Basics
❑ On-Page discussion
❑ On-Page strategies and the checklist
❑ Off-Page discussion
❑ Off-Page strategies and the checklist
❑ Discussion on “Do Follow” & “No Follow” techniques
❑ An overall doubt session – 5 - 10 minutes
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A Deep Dive into On-Page SEO
➢ Effective On-Page Strategies
➢ SEO friendly URLs
➢ Robots file and the sitemaps – Generation and implementation
➢ Keyword Density or Keyword Frequency, Keyword Proximity
➢ Canonicalization and canonical tag
➢ Schema Mark Up aka Structured Data and sematic vocabulary
➢ Crawl errors
➢ Redirections
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Powerful Keyword Research
❑ Keyword Density or Keyword Frequency, Keyword Proximity – contd.
❑ Discussion on “Title Tag Modifiers”
❑ Discussion on the classification of keywords as per the length
❑ Smart Keyword Research – Targeting Interest and Intent
❑ Usage of Keyword Planner and selecting the best keywords
❑ Different Keyword Research Tools revisited – Live Coverage
WordTracker https://www.wordtracker.com/
Keyword.io https://www.keyword.io/
Ubersuggest https://neilpatel.com/ubersuggest/
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Powerful On-Page Tools for WordPress
Some of the tools to enhance and keep your On-Page updated.
Paid feature of these allows far more functionalities.
➢ Keyword Planner by Google
➢ Semrush
➢ Ahrefs
➢ MonsterInsights plugin
➢ All in One SEO plugin
➢ Yoast SEO plugin
➢ Broken Link Checker plugin
➢ WP Rocket plugin
➢ Small SEO Tools
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Semrush
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Ahrefs
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MonsterInsights Plugin
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All in One SEO (AISEO) Plugin
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Yoast SEO Plugin
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Broken Link Checker Plugin
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WP Rocket Plugin
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Small SEO Tools
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On Page Activity I – 15 Minutes
❖ Creating effective titles and descriptions based on learning from the previous interaction.
❖ Creating an On-Page Recommendation document.
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On Page Activity II – 10 Minutes
❖ Installing the AISEO plugin or YOAST SEO plugin on the website.
❖ Updating titles and descriptions created in Activity 1 on some of the pages.
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Some Highly Effective Tools
• Screaming Frog
The industry-leading website crawler for Windows, macOS, and Ubuntu
for technical SEO site audits
• SEOptimer
A comprehensive website audit and reporting platform
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Screaming Frog
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SEOptimer
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A Deep Dive into Off-Page SEO
➢ Effective Off-Page Strategies
➢ Quality Backlinks and Link Building
➢ Domain Authority
➢ Page Authority
➢ Trust Flow
➢ Citation Flow
➢ Guest Posting
➢ Influencer Outreach
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Off-Page Activity – 15 Minutes
❖ Finding industry-related high DA websites for quality backlinks.
❖ Creating some quality backlinks for FREE.
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Overview of Google Algorithms
• Google Panda Update – 2011
• Google Penguin Update – 2012
• Google Hummingbird Update – 2013
• Google Mobile Update – 2015
• Google Quality Update – 2015
• Google RankBrain Update – 2015
• Google AdWords SERP Update – 2016
• Interstitial Penalty – 2017
• Google "Fred" – 2017
• "Medic" Core Update – 2018
• Site Diversity June – 2019
• September Core – 2019
• BERT - October – 2019
• January Core – 2020
• May Core – 2020
• December Core – 2020
• The Page Experience Update – 2021
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Some of The Best Case Studies
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Case Study – I
Improve traffic and organic visibility
Industry: Food
Challenges
• Create a search-friendly website
• Maximize visibility
• Improve the user experience
• Increase visitors website
Strategy
• Develop an integrated site-wide keyword strategy
• Uncovering user intent and organizing the site’s content
• Create a URL strategy to take advantage of established value
• Remove and merge sections of the old website to support keyword strategy
• Post website launch, SEO monitoring to fix issues
Results
Source: Rise Interactive
The American Egg Board (AEB) connects America’s egg farmers
with consumers and communicates the value of The Incredible
Edible Egg™.
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Case Study – II
Source: infidigit
How Myntra Increased Its Revenue By 187% Via SEO
With more than 3000 Brands and nearly 6
lakh products, Myntra is one of the most well-
known fashion and lifestyle e-commerce
platforms in India.
What was Myntra looking for?
• Increase Organic Revenue by 100%
• Increase Organic Visits by 100%
• To rank#1 for more than 10000 keywords
Strategy
Microsite Concepts:
• Focus on each category like a Microsite.
• A full-fledged plan was created for each of the category and
recommendations were shared.
• This helped us to optimize ~3 Million pages on the platform and increase
Myntra’s ROI via organic channels
Technical SEO:
• 250+ technical audit points were checked using various tools
• With technical support, the website is more SEO-friendly.
Contextual Linking
• identified internal linking opportunities on the website and maximize
crawling for bots.
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Case Study – III
How ixigo Increased Rank #1 Keywords By 133% Via SEO
What was ixigo looking for?
• Increase the number of keywords ranking #1 by 100% in a period of four months
• Increase non-brand clicks by 10% during the first four months of engagement
• Increase organic sessions by 10% during the first four months of engagement
Strategy
Mobile-Friendly Website
• With Google rolling out the mobile-first indexing update at the time, ixigo
decided to prioritize making the website mobile-friendly for both users and
Googlebot
Header, Title, and Meta Tag Optimization
• Header tags were optimized to improve the ixigo website’s overall SEO
performance.
• Title and meta descriptions were updated based on targeted primary and
secondary keywords to improve the rankings.
Contextual Linking
• For the best user experience and improved crawling of the relevant pages,
ixigo worked towards implementing internal contextual linking on the main
category pages.
• Apart from that, blog sections were also used for internal linking to increase
the crawling and page authority of the targeted pages
ixigo is an Indian AI-based online
travel portal
Source: infidigit
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Some SEO Best Practices to Follow
• Use HTTPs
• Make sure your pages load fast
• Target a topic with ‘search traffic potential’
• Match search intent
• Target a topic in your wheelhouse
• Use your target keyword in three places
Title tag
Heading (H1)
URL
• Use a short and descriptive URL
• Write a compelling title tag and meta description
• Optimize images
• Write thorough content
Look for relevant keywords on the top-ranking pages
Look at “People also ask” results
Run a Content Gap analysis
• Add internal links from other relevant pages
• Get more quality backlinks
*Best practices are a good starting point, but they’re not always enough to rank. There are other important ranking factors to keep in mind
and other ways to improve SEO.
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Any Questions?
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Happy Learning!
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Search+Engine+Optimization+-+Week+2.pdf

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