#KinnectEDGE - SEO Basics
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The document provides an overview of SEO and PPC strategies for improving online visibility and traffic. It covers the importance of site structure, keyword analysis, meta tags, and the use of various digital marketing tools for effective optimization. It emphasizes the need for a responsive design, quality content, and thorough competition analysis to enhance search rankings and overall website performance.
#KinnectEDGE - SEO Basics
- 3. What is SERP PPC or Sponsored Results Appears Immediately Basis Quality Score & Ad Rank Involves Media Costs Receives 25-30% of clicks Once Campaigns are paused results cease to appear SEO or Organic Results Takes time to appear. Domain Age is critical. Has no media costs Receives 70% of clicks Once results are solidified, they remain in listings for another 2-3 months even if you stop optimization Keyword/ Search Query Web Pages containing the keyword. Competition
- 4. SERP’s are different for Devices Desktop Mobile APP Option Mobile friendly
- 5. Why SEO? Rankings is Visibility Which leads to clicks & traffic Leads to Sales & Branding Users Normally believe high ranking sites are a dominant player in their domain
- 6. Building a Customer Base Unaided Awareness (Users Search for a product Eg : Shirts Online) Clicks on the link appearing in Search Results Visits a site, engages with the content & buys a product online Moving ahead for any related purchases a user directly visits the site/ searches for the brand The brand gets a loyal customer Unaided Awareness Aided Awareness/ Brand Reliability
- 7. How to Initiate SEO - For Advertisers • Send a RFI to your client asking for details. • See if there is a website/app in place. • See if the website is responsive/ adaptive or a separate mobile/ tablet site is in place. • Know more about the domain. • Ask for indicative keywords. • Check Competition. • Check geography/ target market. See if it targets multiple or single geography. • See the contribution of SEO to the overall site performance.
- 8. How to Initiate SEO - For Business Owners • Book a Domain. • Design a Company Logo. • Ensure that all important constituents of the menu is present. • Menu comprises of Company (Further broken to History/ Vision/ Team), Services offered, Your USP, Contact Details, Careers. • Chalk out your Services/ Products well. • Have a Blog. Fresh Content is preferred by Search Engines & Dedicated users. • Have your location mentioned. Implement Google Maps. Have a write to us form • Have current job openings mentioned. • Connect your Social Profiles to your website. • Have Testimonials provided from customers who have availed your services.
- 9. Competition Analysis • There are 2 ways to know your competitors: 1. Offline - If you have been in any business, you would know the people you would have competed with. Say you are in the realty sector, you will know other people within the same business targeting the same piece of Pie. They could advertise projects done by them through Print/ TVC’s & Radio. 2. Online – If you are in a business you will know phrases that define your business. Check in Google as to how you fare in the Search Results for those phrases. See how your offline competition is placed for the same keywords. If they are placed above you in Search Results, then they become your competition, else the websites/ domain appearing on top of Search Results, above you are your are your competitors.
- 10. Site Structure
- 11. Site Structure Analysis Structure your content under respective categories in the overlay/ primary menu. Always ensure that the URL begins with “www”. Always ensure that the URL begins with “www”.
- 12. Implement a Footer Lead Aggregator Footer contains all important links, which you would want your users to navigate and view. Links present in footer are also indexed properly by Google & other Search Engines. Brand Website
- 13. Implement a HTML Sitemap HTML Sitemap lists down the most important URL’s/ Links present in the site. This is meant to help a user navigate to any primary categories. HTML Sitemap is placed in the footer.
- 14. URL Architecture/ Page Insights • URL Architecture - A tour operator showcasing their hotel services. http://www.operator.com/hotels • Content – All hotels you connect to across your targeted geography . • An option to place an order online or a number to contact.
- 15. URL Architecture Home Page Home Page >> Category Home Page >> Category>> Product
- 16. Content & Interlinking Ensure every page has a content title, supported by relevant content containing the right keywords & information Interlink to other pages in the website
- 17. Usability Factors • Messaging must be clear. • Proper primary menu & footer. • Proper contact us details. • Download time of the site should be minimum. • Goals well defined. • Actionables highlighted. • No application errors.
- 18. Submit Site to Google Once your website is ready, submit to Google using the ADD URL feature for indexing
- 19. Build a Google Analytics Profile GA helps you understand the performance of your property online
- 20. Understand Channel Performance Understand the performance of your Digital Marketing channels. Set your Media Plan correct
- 21. Keyword Research & URL Mapping
- 22. Keyword Research - Google AdWords Keyword Tool Insert Phrases Insert Landing Pages Targeting Options
- 23. Keyword Research Result Keyword researched through Landing Page Keyword researched through Phrases
- 24. Device/ Date/ Location Analysis Device Analysis Location Analysis Check by Device
- 25. URL Mapping • If you are unsure about which keyword should be targeted through which URL, go to Google, type in the keyword with the command site:xyz.com • The first Organic/ SEO page coming in the Search results is the page for that URL
- 26. URL Mapping with Comp Analysis Sr No Keyword Volume Current Rank URL in Result URL Targeted Compn 1 Compn 2 Compn 3 1 Book Flights 22,200 5 http://www.xyz.com http://www.xyz1.com Clear Trip Yatra Ibibo 2 Holiday Packages 9,900 5 http://www.xyz.com http://www.xyz1.com Ibibo Yatra Clear Trip 3 Train Tickets 14,800 5 http://www.xyz.com http://www.xyz1.com Ibibo Yatra Clear Trip 4 Hotels Online 3,600 5 http://www.xyz.com http://www.xyz1.com Clear Trip Ibibo Clear Trip 5 Bus Tickets 170 5 http://www.xyz.com http://www.xyz1.com Yatra Clear Trip Ibibo See where you currently rank for relevant keywords Check out the URL that is appearing on SERP’s Check out if the targeted URL is appearing, if not evaluate what needs to be implemented Evaluate Competition, do a check of their landing page with yours.
- 27. On Page
- 28. Meta Tags Title Tag Description Tag Meta Tags help define the content present in the web pages & reflects on the SERP. Meta Tags consists of Title, Description & Keyword Tags. Important keywords in the content must be present in the meta tag. Title tags shouldn’t consists of more than 60-65 characters Description Tags shouldn’t exceed 155-160 characters.
- 29. Image Alt Tags/ Video Optimization Images/ Video & News appear on Google’s Search Result Pages due to it’s universal Search Policy. Images present in the website needs to have an image alt tag & a title tag implemented. These Tags will consist of the most relevant keywords that can describe the image. For videos, upload them on Youtube, using your company’s legitimate Google Account. Optimize them with the help of a title & description tag, have them embedded to your website.
- 30. Header Tags Every Page has content either in HTML or Infographics. This content is defined by a title that describes what the page intends to communicate. Header Tags are implemented to the title of these pages for Google to understand what the page is all about. Header Tags ranges from H1 – H4, with H1 assuming highest importance. Main title of the page needs to have a H1 tag implemented.
- 31. Link Title Tags Moussing over a link the title tag must appear & give the user some information on the page that the link would direct too.
- 32. Rich Snippets Snippets—the few lines of text that appear under every search result—are designed to give users a sense for what’s on the page and why it’s relevant to their query. Rich Snippets are implemented on Organization Logos, Products (Pricing, review, rating), Breadcrumbs, Social Profiles, Contact Addresses, events, movie tickets & more. Search Engines prefer rich snippets since they provide an idea on the product, along with customer feedback.
- 33. How Rich Snippets Help 2 out of top 3 results have rich snippets implemented through Reviews & Ratings
- 34. Sitemaps & Robots XML sitemap contains every other URL that the website has and is submitted to Google for indexing. Robots.txt tells google which pages to index and which not to.
- 35. Thank You