Hi, in the previous post, we discussed about Search Engine Optimisation and it’s benifits. In this post, we’ll talk about the Process of SEO.
- Website Audit
- Create a Strong Website Architecture
- Fill Each Page with Rich Content
- Perform Keyword Research
- Optimise each page for all major on-page SEO factors
- Perform off-page SEO Activities
If you are working on an existing website, you need to audit the current status of the website, to know where it stands. You can do it by a using a tool like SemRush. Check the website with Screaming Frog tool to see if there are any missing links, how the titles, descriptions, H1 tags etc are used.
Create Strong Website Architecture
The better your site structure, the better your chance of higher ranking in the search engines. Every website has some “structure.” It might be a rigorous and streamlined structure, or it may be a disorganised jumble of pages. If you are intentional and careful with your site structure, you will create a site that achieves search excellence.
Fill Page With Rich Content
- Make sure that each of your pages have at least 300 words of content
- Keep relevant, easy to read content which help the user understand/make a decision
- Include Images
- Embed Videos
- Embed Presentations
- Check for Grammar, Plagiarism and Readability
Perform Keyword Research
- In this phase you will research for the keywords which people might be using to find your page
- Keywords can be collected by; brainstorming, researching on competitor websites, using tools like SemRush, Adwords Keyword Research Tool, WordTracker etc
- Once we collect a great list of relevant keywords, we need to find the average monthly searches, the total number of pages in Google Index for each of the keywords. Then we calculate the KEI (Keyword Effectiveness Index) to understand the difficulty level to rank for that keyword.
- Select the keyword with; a) Low KEI b) High Relevance and c) Good Search Volume. This will be the Focus Keyword for that page. You are going to use it prominently at all important areas of the page. For better understanding, keep it in a different color.
- Repeat the process for all the pages
On-Page Optimisation Factors
- URL: Include the Focus Keyword in the URL (Except for Home Page).
- Meta Title: a) 60-65 Characters b) Include the Focus Keyword c) Beginning of the Sentence d) Make it Compelling Enough to Click e) Keep it Unique f) Keep it in Title Case.
- Meta Description: a) 160-165 Characters b) Include the Focus Keyword – Beginning of the Sentence c) Include other Keywords (if possible) d) Make it like the Summary of the Page e) Keep it Unique f) Keep it in Sentence Case.
- Headings (H1, H2, H3, H4, H5 and H6): a) H1 – Keep the Focus Keyword b) H2 – H6 – Keep other relevant keywords (if Possible).
- Content: a) Include Focus Keyword and Other Keywords b) Each page should have at least 300 words of content c) Keep the Keyword Prominently for about 2-5% of words (Keep it bold, Italics) d) Use Synonyms and Related Words Instead of Repeating the Focus Keyword Too Many Times (Hummingbird) e) Distribute keywords evenly across the content.
- Links (Both External and Internal): a) Internal Links – Provide Links to all Relevant Internal Pages b) External Links – Provide Links to all Relevant External Websites (Open in New Window).
- Images: a) Keep the Keywords in File Name b) Keep the Keywords in ALT Tag.
- Videos: a) Embed the relevant videos from YouTube b) Provide a short description which contains relevant keywords.
Off-Page Optimisation Activities
- Blogger Outreach Programs: a) Prepare our Story / Press Release b) Identify and Contact Suitable Bloggers/Websites – Email c) Follow-up d) Promote that story on all possible channels e) Post replies to the comments
- Guest Blogging: a) Develop the Content b) Identify and Contact Suitable Bloggers/Websites c) Follow-up d) Promote that story on all possible channels e) Post replies to the comments
- Answer Questions on Quora: a) Search and Identify all suitable questions b) Prepare unique response with links to your content c) Post and Promote
- Commenting on Blogs: a) Search for the articles similar to the ones that you already have b) Read the article and the comments completely c) Prepare your response with a link to relevant resource on your website
- Social Sharing: a) Share on all Official Channels b) Share on Facebook Groups c) Share on StumbleUpon, Reddit, Pinterest (Social Bookmarking Sites)
- Submit in Niche Directories: a) Identify the niche directories b) Create your profile c) Follow-up d) Optimize the Profile with relevant keywords e) Check Alexa Rank, Domain Authority and Page Authority before submitting
- Create and Optimize Local Business Profiles: a) Set Up Google My Business Account with Address b) Set Up Bing Place with Address
- Get Links to Your Blog Posts: a) Identify suitable blogs where your article can be linked b) Send a request for link c) Follow-up till you get the link
There are many other minor factors which can affect the site ranking, like
- Myth of the Aging Domain: Google engineer, Matt Cutts claims that in Google algorithm domain age is an insignificant factor. Good content matters more than the domain age in the long run.
- Usage of Keywords in Domain: Having keywords in the domain is a relevant signal where the keywords appearing in the content, albeit well incorporated, positively affect the search results.
- Use Keyword as First Word of Domain: Get the extra edge over others by starting the domain name with the targeted keyword! This is a crucial and an indisputable keyword ranking factor that can boost your site’s ranking on the search engines.
- Keywords in Title: Keeping the keywords in the title is a smart move, if you are looking to increase your SEO ranking. This can be a strong On Page SEO signal to boost page ranking.
- Keyword in H1 Tag: H1 tags are the “second title tag” of Google and by incorporating the right keyword in the H1 Tag, the Google SEO rankings get a boost.
- Readability Score: Make sure the content is user-friendly. Visitors prefer to read simple language and Google boosts the site that can engage the readers to keep them hooked on the site longer.
- Page Category Matters: The category of the page matters a lot, if you are talking about search engine rankings. The page which is closely related to the searched category gets ranked better than the one that’s unrelated or less related to the searched option.
- Page Age: Fresh content is definitely favored by Google, but an older page with fresh updates on a regular basis outranks a new page by far.
- Direct Traffic: The news is confirmed; Google does prefer sites with lots of direct traffic as it determines the quality of the website.
- Repeat Traffic: Google notices whether visitors go back to the same site after the first visit. Repeat traffic boosts SEO rankings significantly.
These are some of the factors but not all of them. Make sure you consider them before optimising the page.