Reaching the top of SERPs (Search Engine Result Pages) is not easy. It requires a very good SEO strategy and consistent efforts in the right direction.
SEO strategy varies according to a website and the user-base it serves. For example, a website targeting local users would need a different content and back-link strategy, similarly the SEO strategy for an e-commerce website will be very different from that of a corporate or a small business website. Different websites too require different types of links, for example a website targeting SEO services will need more links from SEO related websites, whereas a software development company will need links from websites that talk about software. The keyword competition of different categories also varies dramatically. This too affects the SEO strategy for that website.
Search Engine Optimization is a very high return yielding form of online marketing. As search engines are getting smarter each and every day their user base is also growing in the same pattern. Better search engine results, means more search engine users. Our systematic approach to defining the SEO Strategy for our clients includes a wide array of factors. We first evaluate the possible keywords and the keyword competition. After a rigorous competitor analysis we define a tailored SEO strategy for our clients. The main aspects of our SEO strategy includes:
Keywords are the words or phrases search engine users use to find the information they are looking for. When doing a keyword research we have to select the best handful of keywords from thousands of keywords we find in tools such as Google's Keyword Planner. The two main aspects we evaluate when researching for keywords, include Keyword Relevance and Keyword Competition. Since a slight change in a keyword can drastically change the nature of visitors coming to your site, therefore relevance plays a key role in determining the keywords. For example, we as an SEO Company could have targeted the keyword SEO in comparison to SEO Company, but that would bring in general visitors who might just be looking for a definition of SEO. However "SEO Company" would more likely be searched by people who are actually looking for an SEO Company. This brings us to the next aspect i.e. Keyword Competition. While on one hand targeting only the keywords with low search volume would be less fruitful, on the other hand targeting highly competitive keywords at the beginning of a campaign can be disastrous as well. We have to be very practical when setting Keyword goals, therefore we keep a mix of long tail (which comparatively have lesser search volume) and short tail keywords (which generally have higher searches). We have to dig very deep into the goods or services that you wish to target. Selecting the right niche keywords can bring in quick results and thus a higher ROI.
Unlike PPC campaigns, in Search Engine Optimization we have to be very careful when selecting the keywords that we will target. As such everything, right from content optimization to back link creation are created keeping these keywords in mind. All the SEO work is done for these selected handful of keywords. We need a very good strategy and have to think from the point of view of a search engine user. Will the search engine user find what he is looking for and will he or she like reading your web page? Exactly how much relevant the content on this page is to the selected keywords for that page? These are some common questions which we have to answer before selecting a keyword.
This process of selecting a handful of target keywords is called Keyword Analysis and is the most basic aspect of any SEO campaign. It is also the first step of our SEO strategy. Understanding which keywords are right for you and how they can maximize your ROI is the basic essence of SEO campaigns. As keywords drive the whole SEO campaign, they have to be perfect. There also comes a point when we achieve the desired rankings, at which point our SEO team upgrades the keyword strategy. This is important because the complete SEO strategy revolves around keyword strategy, and we have to upgrade it as and when we achieve the set targets.
According to Google, for a typical query, there are thousands, even millions, of web pages with potentially relevant information. As search engine users we just want the right pages with great content and not any irrelevant results. Google too wants to serve only useful and relevant results, not billions of web pages. So to help rank the best pages first, Google writes algorithms to evaluate how useful these web pages are. It is this "usefulness" that we as SEO experts capitalize on. The logic sounds simple, if we are able to create original content that Google calculates to be much more useful than other relevant content available online, then we have already won half the battle. But a lot of research goes in writing good content, imagine the kind of research required to write "original content that Google knows is much more useful than any other relevant content available online". But there's another catch, it's not just the quality that matters but the quantity of content available on your website also matters. Depending on the keyword competition, besides content on target pages good SEO strategy would require many more pages of high quality, original and relevant content throughout the website.
Competitor analysis is the process of analyzing your competitors and the SEO strategies used by your key competitors. It also involves determining which keywords your competitors are ranking for and then reverse engineering to find out the missing SEO aspects in your website. When doing a competitor analysis for clients, we analyze various aspects of the websites featured on the first page of Google SERPs. These include SEO factors like, Link Profile Strength, Web page & overall quality of their Website Content, Keyword Density, On Page Optimization, Structured data markup, User Experience, Mobile Friendliness, Website Page Speed analysis, Social Media strength, and Internal Linking. SEO is mix of various online marketing activities, and depending on the keyword competition and the current search engine value of a website, we have to carve out a path that will lead to your sureshot search engine success.
As such Competitor Analysis starts during Keyword Analysis. Before finalizing the keywords we have to figure out what is working in favor of the top ranking websites. We have to be 100% sure that we are not chasing keywords that don't provide high ROI. We should only target the keywords that drive both visitors & conversions within a specified time period.
Backlinks are a very important aspect of SEO. Google wants to serve authoritative web pages to its users and back links are one of the most important factor that helps build your website's authority. Good back-links will help you get ranked and without back-links, it is hard to rank for even the simplest keywords. Search Engine Optimizers knew this very well and started misusing their knowledge to create spam links. All this messed up the search engine results and search engines had to make appropriate changes in their algorithms. As search engines got smarter at fighting spam link schemes, SEOs had to work towards acquiring natural links. Another reason why back-links are so dear to search engines, is that bots such as Googlebot finds new web pages with the help of back-links. So the more you are linked the better chances your web page will be found naturally by Googlebot. The bottom line, if you want to rank high you need to acquire quality back links for your website.
Please remember, any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site. Additionally, creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of Google's guidelines too. "The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it."
Google keeps updating its search algorithms to maintain the quality of search engine results. While a large number of such updates are minor, there are number of other updates that have a significant impact on search results, such as, Google Hummingbird, Google Mobile Friendly, Google Panda, Google Penguin and Google Pigeon. Google publically informs about most of these significant updates on their various webmaster networks. When we strategize the SEO campaign we keep a close eye at any (positive or negative) relation between such updates and your website. Just looking at how Google treats your website post these updates we can better evaluate the exact positive or negative aspects of your website in light of the specific update. For example if your website was negatively affected by Google Penguin, we know that there was something wrong with your back links and that we need their thorough evaluation.
When search engines such as Google says that relevance is a key important factor in ranking a page, they are mostly talking about on-page SEO factors. While relevant back-links are certainly important, it is only because of their connection to the on-page SEO factors. So what are these on-page SEO factors? These include Title Tag, URL, Heading tags, Images, Videos, Infographics, Keyword density, Keyword occurrence, mobile friendliness, Outbound links, Internal links, Page speed, Keyword synonyms, Image optimization, Length & quality of content, original content, Meta tags, Important HTML tags related to the semantics of your web page, such as em & strong, breadcrumbs, additional markup such as schema and rich snippets. When we optimize a website we optimize each and every on-page element for all the target pages. In fact in the first month itself we will complete all these on-page SEO activities.
User experience refers to the kind of experience your website visitors have when they visit your website. In addition to helping users take necessary actions in order to achieve your business goals, a good user experience will also allow your website visitors to easily find whatever they are looking for. Your website layout, its page speed, the colors, images, content and forms, all play a major role in achieving a good user experience. The eight main aspects of creating a great user experience include User Research, Usability Evaluation, Information Architecture, User Interface Design, Interaction Design, Visual Design, Content Strategy and Accessibility.
Page speed is an important ranking signal. This means that if all other factors remain same, your website could perform better or worse in Google Search just depending on your page speed. We use tools such as Page Speed Insights to measure and optimize page speed of all target pages.
Google had seriously started emphasizing on Page Speed from the year 2009. It had mentioned several times across their Webmaster blog posts about their own research on page speed and indicated just how much obsessed Google is with your website speed. Here is an excerpt from one of their blog posts "Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we've seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don't just improve user experience; recent data shows that improving site speed also reduces operating costs. Like us, our users place a lot of value in speed — that's why we've decided to take site speed into account in our search rankings. We use a variety of sources to determine the speed of a site relative to other sites."
Social Media channels such as Facebook can be easily gamed, hence they are not regarded as a direct ranking signal. However their importance shouldn't be underestimated. Google has gotten smarter at distinguishing between profiles with genuine and fake followers. This is why we often see social media pages with genuine likes and followers rank high in Google and web sites with a strong social media presence also have a better scope at ranking higher. There are various reasons that go in favor of social media. First, as social media websites are all about connecting with other people they have huge potential for quality back links, second, social media sites are great place to share high quality useful content, third, social media sites can be very useful when it comes to creating or promoting a brand, fourth, with billions of users channels such as Facebook and Youtube can help quickly build a very huge audience, fifth, social media links are also back links, so at the end of the day when you are seriously promoting your content on social media channels, you are in itself creating links for you website.
Google Analytics is an awesome tool for measuring & tracking your website visitors. You can see which keywords are performing, how your organic and all other visitors are behaving and which are the main landing pages, so you can optimize them to their fullest capabilities. It's an easy to use ultrafast tool that helps you gain advance insights and create all sorts of reports about your site visitors. In short, a must have tool for online marketing.
Here's what Google says about Analytics "Whatever your industry – travel, automotive, healthcare, or beyond – Analytics helps you get a deeper understanding of your customers so you can deliver better experiences and drive results. Analytics makes it easy to understand how your site users are engaging with your content, so you know what’s working and what’s not. See how people are interacting with your sites and the role that different channels play by viewing robust reports and dashboards. You can even connect systems used to measure CRM, points of sale, and other touch points with your customers for a more complete view. Use Google’s unique machine learning capabilities to discover new insights from your data — such as which users are likely to convert or which customers have high revenue potential."
Google Search Console is the number #1 SEO tool.
Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results. You don't have to sign up for Search Console for your site to be included in Google's search results, but doing so can help you understand how Google views your site and optimize its performance in search results. Some benefits of using Search Console are, It helps you monitor your site's performance in Google Search results, Makes sure that Google can access your content, Submit new content for crawling and remove content you don't want shown in search results, Create and monitor content that delivers visually engaging search results, Maintain your site with minimal disruption to search performance, Monitor and resolve malware or spam issues so your site stays clean, Discover how Google Search—and the world—sees your site, See which queries caused your site to appear in search results, See a sample of sites which are linking to your website.
A sitemap is a file where you can list the web pages of your site to tell Google and other search engines about the organization of your site content. Search engine web crawlers like Googlebot read this file to more intelligently crawl your site. Also, your sitemap can provide valuable metadata associated with the pages you list in that sitemap: Metadata is information about a webpage, such as when the page was last updated, how often the page is changed, and the importance of the page relative to other URLs in the site
Internal links are links pointing to other pages within your website. Their basic benefits include, first and foremost internal links are great for user experience. As website users can easily jump to more relevant content using these links they become a great source to grip your site visitors. This is the exact strategy used by Wikipedia. Second, internal links pass on the link juice across all your internally lined pages. Third, as we have full control over our internal links they become a great source to build up the relevancy quotient for pages that other sites might not link to. Fourth, internally linked pages can be found by Googlebot and are thus easily crawled and indexed by Google. When done right Internal Links transform into a very powerful SEO tactic that has unthinkably huge benefits.
The web is like an ever-growing library with billions of books and no central filing system. Google uses software known as web crawlers to discover publicly available webpages. Crawlers look at webpages and follow links on those pages, much like you would if you were browsing content on the web. They go from link to link and bring data about those webpages back to Google’s servers. The crawling process begins with a list of web addresses from past crawls and sitemaps provided by website owners. As Google crawlers visit these websites, they use links on those sites to discover other pages. The software pays special attention to new sites, changes to existing sites and dead links. Computer programs determine which sites to crawl, how often and how many pages to fetch from each site. When crawlers find a webpage, Googles' systems render the content of the page, just as a browser does. It takes note of key signals — from keywords to website freshness — and keeps track of it all in the Search index. The Google Search index contains hundreds of billions of webpages and is well over 100,000,000 gigabytes in size.
Why choose SEO Web Up?
With over 10 years of experience in the field of SEO, we have pretty much mastered the art of SEO. We know exactly what works and to what extent for which website.
Our efficient SEO strategies have helped many businesses grow by leaps and bounds. We deliver organic Search Engine results that greatly impact your bottom-line.
Our affordable SEO Packages start at amazingly low rates and include all costs such as Content writing, Target page creation and Social Media Optimization.
Long Lasting Results
We strictly follow White Hat SEO techniques to ensure long lasting results. Our SEO strategies are fully customized accordingly.