HP ConfidentialHP Confidential1

THE BEGINNER’S GUIDE TO SEO

HP ConfidentialHP Confidential

1. BUILD BEAUTIFUL EXPERIENCES

Create great customer experiences.

Focus on Storytelling.

Speaking your customer’s language.

Listening to your target market & providing

thoughtful/timely responses.

Providing easy to consume content(Click) (in the way in which your users want it).

Think Branding.

HP Confidential

2. DEVELOP EXPERT CONTENT

Ensuring your content is perceived as expert in

nature.

Do Story telling in the formats the consumer wants it

told (video, app, game, content, images etc).

Try to meet to the search algorithm expectations of:

• BERT (Bidirectional Encoder Representations from Transformers)

• E-A-T and Y-M-Y-L (Expertise, Authority, Trustworthiness – Your Money, Your Life)

..but most importantly marry the intent of the end user

HP ConfidentialHP Confidential

3. ENSURE ACCESSIBILITY STRUCTURE IS FOLLOWED

Design content that can easily be deployed as

featured snippets.

Style our content to be scannable and accessible to the

rank zero result (rank 0)

Integrate the latest formats of schema across all

forms of content (schema.org)

Make content visible and accessible to all

forms of screen readers and NLP engines

Be accessible to everyone

HP Confidential

4. FOCUS ON MOBILE 1ST

Mobile first development with expansions to

desktop

Clean crisp design which is thumb friendly

Clear intuitive gesture led navigation

Screen readable scannable content

Clear easily accessible calls to action, with

simplified mobile conversion paths

Clean simplicity is key(mobile 1st indexing)

HP ConfidentialHP Confidential

5. INTEGRATE SEO INTO YOUR TECHNOLOGY

Embed SEO into your technical CMS and server solutions.

Ensure Core Basics are available such as: meta description,

titles, canonical, alt, hreflang, robots txt, xml sitemaps

Developing your platform for speed and device

Develop clean and logical information architecture,

URLs and navigational trees

Build structured Interlinking and redirections

Develop SEO automated services and fundamentals

into the technology DNAClick here for HP SEO Toolkit

HP Confidential

6. IT’S NOT ONLY TEXT, USE IMAGES & VIDEO

55% of all search results carry a video or image

Build video assets that tell your story.

Optimize them for platforms like YouTube,

pinterest and Google Lens, these can be just as successful as plain text

Design annotations, descriptions, schemas and

mark-up definitions to make sure they

catalog correctly

HP ConfidentialHP Confidential

7. THINK VOICE: THIS IS THE FUTURE OF SEARCH

Develop content for people who are visually impaired by creating small podcasts of pages

Integrate schema and rich snippet mark-up for OK Google results (voice)

Build ALEXA skills and drive your agenda across

amazon NLP AI (alexa)

Integrate with SIRI and promote content into Apple

technology platforms (siri)

HP Confidential

8. ENSURE LOCAL DISCOVERABILITY

Setting up the site for local discoverability,

whether it be a country, language or location (hreflangor html lang="en-US")

Integrate seamlessly with GMB (google my business)

and other location triggers like Bing Places

Optimise across location-based engines and directories such as Facebook, Yell, Yelp, Justdial etc.

Build out intuitive location-based onsite discovery engines for all your locations: Unique URL and

content per locationClick here for HP Local SEO Software Locator

HP Confidential

9. DON’T FORGET YOUR APP

Marking up and deep linking the store content so you can be found

Placing your app onto OEM stores to increase visibility (LAVA, MI,

LENOVO, SAMSUNG, OPPO, VIVO)

Creating engaging assets and write ups to entice the

download, install and optimizing to improve conversion.

Cross-linking the app to your other web assets to increase search

visibility

Managing your reputation and reviews, cleaning the bad and

promoting the good

A

Click here for HP Mobile App Analytics Software Locator

HP Confidential

10. QUALITY NATURAL LINKING

Build link equity for the users benefit and not

the search engines

Design content assets that are naturally linkable and shareable

Build content that can be cited or reused

Give credit where credit is due, driving clear

association to quality resources

Build and push content resources that can fit

seamlessly into social media

Be aware of Panda and Penguin don’t cheat

HP ConfidentialHP Confidential

11. DRIVE INTEGRATED BRAND PARTNERSHIPS

Create logical connections between your own business

partnerships that drive domain authority.

Ensure you link up your business and marketing

teams

Drive PR that is seamlessly integrated with SEO and

Social Outputs

Partnering with industry associations and

bodies developing clear digital relationships

Integrated branded content destinations

and solutions with partners

HP Confidential

12. UNDERSTAND AND MAP USER INTENT 1:1

Develop behavioral and psychological models to

understand the intention of a search query

Keyword research and development

Building precision content that answers and maps

user’s intent in the forms that are required

Mapping the impact of content through

engagement metrics and call to action

initiationClick here for HP Digital Analytics Product Finder

Click here for HP Search Advertising Platform Finder

HP Confidential

13. OPTIMISE RESULTS FOR CTR% (CLICK THROUGH RATE)

As Google reduces the visibility and impact of SEO YoY CTR becomes increasingly more

important

Using paid media we can understand the intricacies of our

marketing message versus the click response

Optimise the contextual assets (Meta Description and

Page Title) to entice CTR and drive incrementality

and qualified response

Tracking performance and iterating our narrative to

improve response

Ethinos – India’s leading SEO and Performance agency www.ethinos.com › SEO successJun 25, 2021 - SEO is a world of algorithms, updates and unpredictable storms. Ethinos can help your business navigate the storm and help you sail to SEO success!

HP Confidential

14. KNOW WHEN TO CULL AND CLEAN

Out with the old in with the new

Focus on quality control, removal of redundant assets,

legacy systems and services

Zombie pages, low performing, category and thin content

pages

By removing unwanted rubbish we pass value back to key

content assets

Ensure you redirect (301 vs 302) the user to new locations,

or have the correct server responses for old content

HP ConfidentialHP Confidential

15. BENCHMARK AGAINST THE COMPETITION

Industry benchmarking

Ranking indicators tracked daily

Competitor analysis and benchmarking

Understanding the environment and

complexities to winning

Devising the winning strategy

1st

HP ConfidentialHP Confidential

16. SET YOURSELF UP TO SUCCEED AND MEASURE THE VALUE

Build Business intelligence reporting

Integration with key supporting systems, services and teams.

Visualise the impact of efforts, and building the business

cases required to get the investment and buy-in to succeed

Develop conversion rate optimization work

streams

Drive sustainable and attributable revenue and returnfor your business.

Click here for HP Marketing Automation Product Finder

Click here for HP Lead Intelligence Platform Finder

HP Confidential

SEO Guides:

• SEO Starter Guide: The Basics | Google Search Central

• Beginner's Guide to SEO – Moz

• Schema.org - Schema.org

• Google Search Central – YouTube

• Google Search Engine Optimization Starter Guide (downloadable pdf)

SEO News:

• Search Engine Journal - SEO, Search Marketing News and Tutorials

• WebmasterWorld - News and Discussion for the Web Professional

• Search Engine Land - News On Search Engines

• Search Engine Watch

18

USEFUL RESOURCES

HP ConfidentialHP Confidential

AND FINALLY…JUST START WALKING AND LEARN TO RUN

19