What is SEO? Search engine optimization?

Search Engine Optimisation (SEO) is one of the oldest techniques in digital marketing and a great way to boost your online presence. Unlike traditional campaigns, SEO is about understanding a Search Engine’s (Google) algorithm and smartly optimizing in accordance with best practices to drive traffic to your website organically.

There are three foundational pillars to SEO – Technology, high-quality Content using keyword research, and Creating 3rd Party Connections or popularly known as backlinks. Search Engines like Google look at these three areas before determining the ranking of your website.

SEO - What is SEO? Search engine optimization?

Factors influencing your SEO Strategy

Strength of your website ( PA,DA,reputation Etc)

Your Business Goals

Your Industry

Competition

Your market- Local/international

Type of you website: information, blog, Ecommerce, service, news etc)

Your budget & resources

SEO is not a sprint , its a marathan and it takes minimum 4-6 months to get results. But where does SEO fit in your Digital Strategy?

Strategy when there is high competition

identify the weak spot of your competition

focus on sub niche if possible

Set the right expectations internally

Go after highly targetted keyword

How to build backlink? Its always a challenge as we are not in control. In case of SEO we can do a lot with content, work with copy writers, designers to make sure our pages are designed properly,and on page SEO, key word research but quality backlink is a frustrating, a time consuming process. Competitors might have lot of backlinks and you may not. Quality keyword can help.This is what you can do to improve backlinks

Identify gaps: Who are my competitors, how many backlinks they have, where are they coming from? Do they have a process where they are consistently getting the backlinks from.

Outsource your Digital PR: if you have budget, resources ,you can outsource digital PR. Work with an agency to do that for you so that we can focus on SEO.

Improve & optimise your internal link: Internal linking are very powerful as it helps to jump from one page to another. they can bring very good results

Have a process in place to be consistent: thats the key and many business are not consistent. They wont do anything for 3-4 months, then they go mad when not see traffic and then start investing for some weeks and want to see rapid result which doesnt happen.

Technical issues:

These are quick wins. If you can improve speed of your website. Website may be ok in desktop but slow in mobile, google rewards if your website is fast in mobile as mobile traffic is very high. Indexing, URL redirect, legacy URL,crawling budget. These issues needs to be fixedas they are the easy hanging fruit.

Migrate your Site : may be hosting problem or messy site, bandwidth etc. If migrating site is a solution , just go for it.

Outsource to Web developer: Not necessary to do it by yourself, but outsource it to professionals

Priorotise: All issues are not equally important , so priorotise.

Monitor:You should have process in place to avoid issues

SEO is an ongoing process and you have to keep following the google’s guidelines . Competitors will come & go but your SEO needs to be consistent

SEO Strategies:

Seo Methodology - What is SEO? Search engine optimization?
SEO Methodology
  1. Research: Define goals, what pages you want to see more traffic in, what kind of conversions you want to have, investigate keywords based on persona, keyword targeted at different stages of sales funnel, competitive analysis. Define the test , say if we change something, does it improve. Research shows 89% of the purchase starts with the search query.
  2. Audit: An SEO audit is a comprehensive investigation of your current website. From a technical perspective, you can use it to look for any issues that could impact crawling and indexing, as well as report on areas where on-page optimization is not utilized.
  3. Optimize: includes things like content optimization, technical optimization.
  4. Amplify :
  5. Measure: what you have done against Key parameter. Are you getting desired results, probably you need to change the strategy

Why you should audit your site and how often should you do it?

Initial SEO audit

An SEO audit is a comprehensive investigation of your current website. From a technical perspective, you can use it to look for any issues that could impact crawling and indexing, as well as report on areas where on-page optimization is not utilized. From an analytical point of view, you can use it to get information on content optimization and competitor analysis.

An initial audit is necessary to prioritise what needs to be sorted immediately and what can be focussed later. It lets you focus on issues that need the most urgent attention. Smaller issues that will not have an impact should be reserved for future installments. An audit should look at technical issues, as well as current traffic, backlinks, and keyword visibility.

It’s important to complete an SEO audit as soon as possible, so you can establish a baseline to project your future goals from. It’s also crucial to find any critical errors as soon as you can, as these could prevent indexation. The outcome of an audit is usually a backlog of issues to fix, and these will help you establish a roadmap to meet your goals.

Enable fullscreen

  1. Update your SEO roadmap

Start with Website Audit with Google Analytics or Google search console. Why Auditing is important?

You can improve only when you know what are your problems? so what is a Webiste Audit?Its essentially a health check of a website with the intent to reveal technical ,onpage and UX issues, as well as content gaps & opportunities.Website Audit helps identify issues and help influence the startegy for next 3-12 months. Unless the website is technically strong, keyword research , link acquisition , campaigns etc will not help. Google need to understand a site effectively to make it rank.Auditing helps identifying the issues that google might find while crawling your website and audit helps fixing those.

Leave a Comment