Keyword research & Keyword analysis +
Keywords are the words or phrases which a search engine user uses to find information they are looking for. The process of selecting a handful of target keywords is called Keyword Analysis. Evaluating which keywords are right for your website and how they can maximize your ROI is the basic essence of all our SEO campaigns. As keywords drive the whole SEO campaign, they have to be perfect. It is also the first step in our SEO strategy. There also comes a point when we achieve the desired rankings, at which point our SEO team upgrades the keyword strategy and replaces old keywords with new ones. This is important because any SEO strategy revolves around keywords and we have to upgrade it as and when we achieve our targets.
The first step in keyword research is to enumerate a list of possible keywords based on information about the website and the target market. Then using tools such as Google's Keyword Planner we find thousands of closely related keywords. The next step is to thoroughly evaluate the keywords based on various parameters and select the best keywords. The two main parameters we evaluate are Keyword Relevance and Keyword Competition.
Keyword Relevance is very important as a slight change in the intent of a keyword can drastically change the nature of visitors coming to your site, therefore relevance plays a key role in determining whether that keyword is a perfect match for a website or not. To find the best match keywords we have to dig very deep into the goods, services and the target market that a client wants to target. This brings us to the next aspect i.e. Keyword Competition. While on one hand targeting keywords with low search volume would be less fruitful, on the other hand targeting only the highly competitive keywords at the beginning of a campaign can lead to low ROI as well. We have to calculate and find the right SEO goals and with this in mind we keep a mix of long tail keywords (which have comparatively lower competition) and short tail keywords (which generally have high search volume). Selecting the right keywords can bring in quick results and thus a higher ROI.
Unlike PPC in Search Engine Optimization we have to be very careful when selecting the keywords that we 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 a 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 be interested in reading your web page? What is the relevance factor of the webpage content to the target keywords for that page? These are some common questions which we answer before finalizing a keyword.
Content quality and content relevance of target pages +
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 useful and relevant results, not billions of web pages. So to make the best pages rank first, Google uses complicated algorithms to evaluate how useful these web pages are. It is this "usefulness" that we as SEO experts optimize on the target pages of your website. The more useful a page, the better chances that it will rank higher on Google.
Another very important, but related factor which Google evaluates is the value of content throughout your website. Google is more likely to trust a website with regularly updated high quality content. Therefore depending on the keyword competition, a good content strategy requires creating many more pages of related content throughout your website. At SEO Web Up we follow a content oriented approach to SEO. Our specialized team of content writers will regularly create great content for your website. We also ensure that the content created is high quality & original so that Google regards your website as a much more authoritative source of information than other competing websites.
Content strategy and Content development +
Google is always on the lookout for sites with high quality original content that has research, in-depth reports, thoughtful analysis and so on. Quality content outside of target pages is also a great source of good backlinks. Such content could be on the same website in the form of blogs or on other websites in the form of articles, press releases and so on. All our SEO Packages already include extensive content development activities on large scale. The number of monthly content pieces we develop will vary from package to package.
When we create content for our clients we keep a lot of things in mind. We always create "cornerstone content" which is evergreen, original and highly informative, something that other websites would love to link to. To assess the “quality” of a page or an article we answer some key questions about that article/page. These are the kinds of questions that even Google’s expert engineers ask themselves as they write algorithms that attempt to assess site quality.
These include questions like: 1) Would you trust the information presented in this article? 2) Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? 3) Does this article have spelling, stylistic, or factual errors? 4) Does the article provide original content or information, original reporting, original research, or original analysis? 5) Does the page provide substantial value when compared to other pages in search results? 6) How much quality control is done on content? 7) Was the article edited well, or does it appear sloppy or hastily produced? 8) Are the pages produced with great care and attention to detail vs. less attention to detail 9) Does this article contain insightful analysis or interesting information that is beyond obvious? 10) Does this article provide a complete or comprehensive description of the topic?
Backlink strategy and Backlink creation +
Needless to say that backlinks are one of the most important ranking factor. Google knows that the net result of making a great site is often greater awareness of that site on the web, which can translate into more people linking to that site. We only create high-grade backlinks for our clients using decades of SEO experience and specialized knowledge of patented Google algorithms specifically related to Link analysis & Link scoring.
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. 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."
Competitor Analysis +
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 from 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 won't provide a high ROI. The keywords we should target should drive both visitors & conversions, and help achieve your online marketing goals within an appropriate time period.
When we optimize a website we build a unique social media strategy and create posts across a wide variety of social media channels. This helps in keeping your followers engaged, building up your Web 2.0 presence and augmenting the process of Natural Link Building. As 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.
There are various reasons why we use Social Media Optimization (SMO) as part of our SEO services. 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 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.
XML Sitemap +
A sitemap is a file where you can list the pages, videos, and other files on your site, and the relationships between them. It helps in informing Google and other search engines about the organization of your site's content. Search engine web crawlers like Googlebot also read this file to more intelligently crawl your site. 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. In addition if website pages don't have any backlinks and do not naturally reference each other, we can list them in a sitemap to ensure that Google & other major search engines do not overlook some of these pages.
On-page optimization & Structured Data Markup +
While relevant backlinks are certainly important, it is only because of their connection to the on-page SEO factors that search engines are able to create a strong relation between target page and the backlinks. On page SEO is the process of optimizing the on-page factors of a target page. It is one of the most powerful weapons in our arsenal and we use it extensively as part of our SEO strategy. When used well on page SEO becomes a true game winner.
So what are these on-page SEO factors? These include various on-page SEO elements such as the Title Tag, URLs, Heading tags, Image and Video relevance, Info graphics, Keyword density, Keyword occurrence, Keyword prominence, Outbound links, Latent Symantic Index, Keyword synonyms, Image optimization, Length & quality of content, originality of content, Geo targeting information, Page update frequency, Word clustering, Meta tags, Important HTML tags related to the semantics of your web page (such as em & strong), breadcrumbs, and, 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. Search engines such as Google thoroughly evaluate the on-page SEO factors and maintains an index filled with key data structures that emphasizes on the on-page relevance factors.
Internal Linking +
Internal links are links pointing to other pages within your website. There are many benefits of using Internal Links. 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 an important SEO strategy used by Wikipedia. Second, internal links pass on link juice across all your internally linked 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 naturally. 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 huge benefits.
User Experience +
User Experience (UX) refers to the quality of experience your website users have when visiting your website. When ranking a website Google takes into consideration it's UX as well. Therefore in addition to helping users take necessary action in order to achieve your business goals, your website should also be optimized for multi-device layout, page speed, the colors, images, content, forms, and other aspects that play a major role in achieving a good user experience. Our UX team evaluates eight main aspects of the target pages of your website, which includes Content structure and layout, Ease of Usability, Information Architecture, User Interface Design, Interaction Design, Visual Design, Content quality and Accessibility. A good rule of thumb is to evaluate if your website visitors can easily find whatever they are looking for.
Target page speed analysis +
Page speed is an important ranking signal. This means that if all other factors remain the same, a website could perform better or worse in Google Search just depending on it's page speed. We use the best tools to measure and optimize page speed of all the target pages.
Google has been emphasizing on Page Speed since 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."
Mobile Friendliness +
The ease of using Mobile Search has led to a mobile search revolution. To the extent that people use Mobile search more often than desktop search. This trend had picked up long before, as a result of which, Google began rolling its global mobile friendly update back on 21st April, 2015, thereby improving the rankings of mobile-friendly pages in mobile search results.
Review if the Website has been affected by any Google Updates +
Google's Mission Statement is "To organize the world's information and make it universally accessible and useful." However Search Engine Optimizers (SEOs) have a mission to improve the rankings of their client's website. And in order to achieve their goals many SEOs resort to manipulative techniques, instead of using White Hat SEO techniques, to trick search engines and make quick progress.
For example, Search Engine Optimizers knew the power of backlinks 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 a result if your website was negatively affected by bad backlinks we know that there was something wrong with your back links and that your website was most probably penalized by Google's Penguin algorithm update. To find this information we need a thorough evaluation of your website.
Google like most other popular search engines, keeps updating its search algorithms to maintain the quality of search engine results and to fight spam. 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 a 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 that specific update.
Implement Google Webmaster aka Search Console Tool +
While Google Analytics is used to measure & track people visiting your website, Google Search Console is the #1 recommended tool purely from SEO perspective.
Google Search Console is a free service offered by Google that helps monitor and maintain a 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.
Implement Google Analytics +
Google Analytics is an awesome tool for measuring & tracking your website visitors. You can see which keywords are performing, distinguish between organic and other visitor sources, see how they are behaving and which are the main landing pages, so you can better optimize them to increase the conversion ratio and use 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 has to say about it's Analytics tool "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."
Website Crawlability Analysis +
In order for Google or any other search engine to rank a webpage, it first needs to crawl that webpage and create it's index. Googlebot creates large indexes of the words and several other elements it can find on these webpages. Thereafter it processes key page tags and attributes, such as Title tags and ALT attributes before ranking a webpage. Now and then we often see webpages that Google couldn't crawl successfully. As a result these pages loose their rankings and if found in large numbers, it will negatively affect the ranking of other pages on that website. Common issues affecting your website crawlability include DNS errors, Not followed errors, Server connectivity issues, and robots.txt error.
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.