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ON-PAGE SEO
malhar baraihttp://malharbarai.com
@MalharBaraiin.linkedin.com/in/malharbarai
Author, Blogger, Speaker
Group Manager – Media & Entertainment Practice, Tech Mahindra
Previously, Group Manager – Digital Strategy, Tech Mahindra
Co-host #SEOTalk & #Blab2Learn
Agenda For Today
? Site Speed How and Why of Meta Tags Keyword Strategy for better ranking Link Strategy
Can you afford to miss??
Google over last few years
Had 30 trillion unique URLs crawled in 2012 Crawls over 20 billion sites a day Better rankings to mobile optimized sites Talks about Semantic Search Released updates to improve quality of search results
Make everything work together!
How We Use Google, today
1. More Google search happening via mobiles2. More people using ‘Ok, Google’ on phones3. Search getting descriptive4. Search getting transactional
It’s all about user experience!
What is best user experience
1. Ease of discoverability2. Fast loading of webpage3. Well defined content4. Ease of navigation
It’s all about user experience!
1. Site Speed
1. Site speed was included as a signal in search algorithm in 2010
2. 40% of people abandon a website that takes more than 3 seconds to load
3. 1 second delay in page response results into 7% drop in conversion
4. More mobile users expect websites loading time to be lesser or equal to desktop
Load’em fast!
Why optimize for Site Speed1. Slow websites might not be crawled2. Keywords and Pages associated with that website
will lose ranking3. Less ranking = less traffic = less conversion4. One factor for Adwords Quality Score
What causes delay
1. Badly written code – non-externalized JS, CSS
2. Heavy, unoptimized images
3. Incompatible plugins, apps
4. Multiple ads
5. Pulling external resources
Site Speed Optimization
1. Use Google Page Speed Insights to check site speed
2. Google suggests fix a) Should fixb) Consider fixingc) Passed Rules
3. Most importantly – Cache, CDN, Minify
Other services – GTMetrix webpagetest.org, yslow, smushitFor Wordpress – WP Minify, W3 Total Cache
2. Meta Tags
1. Meta Tags are still IMPORTANT
Description
Title
Meta Tags - Title
1. Rest on top of the page2. Should be 5-10 words and less than 100 characters3. Should Contain keyword or key phrase
Meta Tags - Description
1. Description should be – “No duplication, more information, and everything is clearly tagged and separated. No real additional work is required to generate something of this quality: the price and length are the only new data, and they are already displayed on the site.”2. Should be about 160 characters3. Should include call-to-action
Advanced Meta Tags1. Use Structured Data Fields2. Use Rich snippets , especially for product listings3. Use tools like Google Markup helper or Raven Tools
to add tags
Meta Tags - Tools
1. Other platforms – Wordstream Keyword Tool, SEO Mofo SERP Optimization Tool, Raven Tool
2. Wordpress – Yoast SEO, All-in-One SEO
3. Keyword Strategy
1. People are changing the way they search2. Search is descriptive and conversational
3. Focus on long tail keyword4. Target max 2 keyword/phrases5. Primary keyword should be in first para, image
name, URL, H1/H2 tags apart from your title and description meta tags
How People Search
1. Word search (2-3 words)
2. Phase search (4+ words)
3. Voice Search
Keyword Strategy – Long Tail
1. Target Long Tail keyword2. Apply filters to long tail
keyword3. Attempt should be to target
keyword/phrase over a length of time
Image Credit - Neil Patel’s Blog
Keyword Strategy – H1, H2 Tags
1. Target one or two focus keyword/phrase
2. Keywords/phrase should be in H1, H2 tag
3. Keyword/phrase should in in the first para
H1 Tag
In first para
In H2 Tag
This is not enough!
1. Everyone is doing this, what more can be done?
Keyword Planner
Keyword Topic (Ubersuggest)
Competitor (SEMRush)
Topic Search (Buzzsumo)
Create content with keyword/phrase based on above research
Keyword Strategy – Tools
1. Google Keywords Planner is one of the best tool, access it from Adwords
2. Ubersuggest3. SEMrush – Study competitor keyword Strategy
4. Link Building
1. Attract links rather than SELLing links2. Create ‘wow’ content to attract links3. Stay away from link exchanges4. Make content shareable5. Apply Skyscraper Technique to Link Building
Link Building – Take care of basics
1. Have static URL
2. Create XML sitemap3. Deeper indexing of pages via internal linking4. Enable Social Sharing
Link Building – Advanced Tactics
1. Skyscraper Technique2. Infographics and other Rich Media3. Broken Link Technique4. Outreach campaigns
Link Building – Tools
1. Open Site Explorer2. Ahref3. Buzzsumo4. Buzzstream5. Raven Tools6. GWT & Google Search
