The Why & What of Search Engine Optimisation

It’s complex yet simple: 60 Trillion Pages but Google sorts them in a fraction of a second

It’s complex yet simple: Google crawls page after page & sorts them out

Google uses 200 ranking signals & tend not to disclose what are all these signals

200+ factors but they can be themed in thematic clusters to allow a focused approach

Based on these factors Google showcases the search results across platforms

And it’s no longer just abut the top keywords, but a range of long tail keywords

For simplicity we shall tackle them as On Page SEO & Off Page SEO

On Page SEO (elements on the

website)

Off Page SEO (elements outside

of the website)

On Page SEO

What Google Wants: On Page SEO

• Content designed for users

• Frequent & engaging

• Content created from keyword & user research

Great Content

• Legible Links & URLs

• Breadcrumbs & indexing of website

• Viewable by Google as viewed by users (Robots.txt)

Architecture• Engaging User experience

& Fast website

• Meta tags to explain what the content is (non text content too)

HTML

Example of content designed for users

Viewable by Google – Need to ensure the Robots.txt is not blocking CSS & JS files

How users see the website should be how Google sees the website:

Use Google Webmaster to check this for your website

Some Terminologies of On Page SEO

Rel=No Follow (to ensure SEO juice from your site is not passed

on)

Sitemap.xml (So that Google knows what

pages exist & what is their importance)

Crawl Errors (All pages need to be redirected if

they no longer exist)

Robots.txt (Telling Google which pages to ignore. Avoid blocking

CSS & JS)

Image Alt Tags (To tell Google what these

images are as Google cannot read images)

URL & IP Canonical (To allow the IP address of your website to point

to your website)

Mobile Usability (Mobile user

friendliness is a major focus for 2015)

Site Speed (Speed of your website is critical

and has been importance since 2014)

Advanced SEO like Rice Snippets can be taken up in the next session

Off Page SEO

The essence of Off Page SEO is creating good quality links for your site

What Google Wants: Off Page SEO

•Quality of backlinks over quantity of backlinks

•Anchor Keyword should be natural

•Blogger & Influencer Engagement

Back Links

• Shares & Engagement around the content created

•Traffic from Social directly to website

Social Sharing•Reviews & Ratings of the website

(especially local places)

•Branded search (users searching for your brand name)

•Authority in a specific topic – Are you giving clear signals of which topics does your website have authority on

Authority

Some Terminologies of On Page SEO

Page Rank (A ranking methodology used by

Google to understand the determine the relative

importance of a website)

Keyword Stuffing from Links (Avoid putting the same

keyword as anchor text for all links)

Unnatural Links (Links from unrelated & low quality

sites should be avoided. Do not buy any links)

Personalisation (Since Search Results in Google are personalized need a holistic

tracking mechanism for success of SEO efforts)

Use Google Analytics to track the growth of Google Organic Traffic over a period of time

Also look at what pages are driving this Google Traffic to the website

This way you can track which blogs are growing & which are declining

More importantly focus on the users & the revenue that they have generated for you

Who are they? How are they

getting to your site?

Are they buying or

enquiring about the

products ?

When are they

visiting?

Digital Marketing. Focus on Results.

Thank You

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