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.
Factors influencing your SEO Strategy
Strength of your website ( PA,DA,reputation Etc)
Your Business Goals
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.
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
- 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.
- 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.
- Optimize: includes things like content optimization, technical optimization.
- Amplify :
- 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.
- 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.