Decide objectives and make plans accordingly
SEO has versatile objectives. SEO managers generally start out with optimizing the site for keywords that are relevant to the business, but they soon find out that there are other secondary and tertiary benefits as well. Is the objective focused on raw traffic, e-commerce conversions, branding, lead acquisition & direct marketing, reputation management or online influence? So, first, we understand your goals thoroughly to come up with a comprehensive plan.
Next, we sieve your website through our detailed checklist that has 100+ points. Are Google Search Console, Bing Webmaster Tools, Google Analytics, Yoast SEO (WordPress website) set up correctly? Have you targeted the right keywords? Optimized images? Embedded modifiers in title tags? Used Schema Markup? Are all parameters of technical SEO met? Is the Content optimized? Well, the list goes on. And we make sure you are checked green at every point.
Technical Audit & Corrections
You may feel your website looks fantastic, but search engine algorithms may not feel so. They must scan the site pages to understand the topics, classify the topic baskets, identify the keywords, and finally add them to the database index. How’s your website navigation and links? URL structure? What’s hampering the page speed and how to rectify that? Do you have dead links or broken redirects? Are the sitemap and robots.txt files optimized? We rectify all such technical snags one by one.
Keyword Research & Discovery
SEO is not about just getting visitors to the site. You want to bring in people who can become leads and customers. We begin our Keyword Research by identifying the most effective keywords from our meetings with you, competitor websites, industry information, and keyword tools. We then filter them through the competitive landscape. Now comes the tricky part – are the selected keywords feasible? Do they match up to your goals? How about the potential of related terms that your audience would use? Have you included long-tailed keywords from Google Suggest and low competition keywords from Google Keyword Planner? Keyword Research is the launchpad component of SEO; unless the objectives of keywords are decided conclusively, the project may go haywire later on.
Simplistically, on-page optimization ensures that search engines comprehend a page’s topic and keywords, and then match it to relevant searches. How’s your Keyword Optimization? Can Google easily understand what keywords you want to rank a page for? How’s your page title, URL, H1 tag, Content? How are the meta titles and meta descriptions? Have you inserted image file names, ALT tags and anchor texts correctly? Did you add Schema Markup? How about non-keyword related on-page SEO factors? On-page Optimization is the basic process of SEO, but one that is extremely essential from the perspective of Google indexing.
Search engines look for relevance between the web page and the user’s search query to determine the ranking of the given page. They basically look for two factors in the Content – Relevance and Authority. But how do they determine that? They analyze different elements in the Content, like – its structure, focused keywords, length, originality, internal links, external links, tags, social signals, and on-page parameters. This Content may come in different formats – text like web page or blog, image, video, product recommendation or even a business listing. Content Optimization is the most important component of SEO. After all, every time a user uses a search engine, he or she is looking for Content — for example, information on a particular need or problem.
Search engines prioritize pages they consider as relevant and ‘popular’. Links, especially external (also known as backlinks or inbound links) are responsible for the popularity factor. The search engines take quantity and quality of such links as signals for the site’s authority. The quality of a link depends on factors like topic relevance, popularity and domain authority of the linking site. Indeed, backlink strategy is hard work. Low quality or suspicious links actually bring down the ranking of the site because search engines consider them as deliberate. We make a detailed strategy that includes guest blogging, creating shareable templates, infographics and Slideshare presentations; pitching op-ed articles, profile linking, blogger outreach, and other strategies.
Local SEO focuses to position your site in front of your potential clients in your area or location. But how is it different from the regular SEO that we do for the site? First, we set up local business listings (such as Google+ Business and Bing Local) with correct settings, information, and pictures. Search engines consider many factors while deciding the rankings of local listings, like – user’s proximity, keywords, links, reviews, and citations. Local SEO includes customizing Content locally for your business, implementing proper categorization, creating unique Landing Pages (if required), ensuring good reviews – apart from regular SEO activities.
Website Analytics Analysis
We will monitor your sales funnel closely to customize our SEO strategy. We analyze metrics on a weekly, monthly and quarterly basis to identify gaps and fresh opportunities. Among other miscellaneous factors, our SEO KPIs (Key Performance Indicators) consist of:
Organic Traffic Growth
Organic Traffic Conversions
Keyword Rankings (primary and secondary)
Number of Indexed Pages
Top Landing Pages
Average Time on Page
Ranking Metrics (Alexa, etc)