ROI (Return on Investment) is an important metric for the client. As if there are no gains then the client is enduring loss. But while setting up an SEO campaign, many specialists make the mistake of not taking into account the cost of the investment.
It is the pre-requisite factor for a specialist to know that;
ROI = (Gains from investment – Cost of Investment)/ Cost of Investment
and only then, a balanced campaign can be benefited.
Setup 1: Getting Ready
- Clearly Understand and Define Business Goals
To reach any desired point, it is important that one would have a clear set of goals. With a clear vision, it becomes easy to choose a relevant path. It helps in keeping the business and the company in the right direction. Goals help improve the overall effectiveness of a company whereas objectives are the particular steps you take to reach your desired goals. By specifying your goals, your mission is stated by using appropriate keywords. But it is important to keep in mind that keep your goals simple and clear, specific, and realistic. Pushing yourself and thinking big will give you a competitive edge. Also, sync your mission with your goals.
- Define SEO Objectives Based on Business Goals and Key Products
The most useful tactic in any business is setting goals. It helps you stay on the same page as others. There are different ways to set goals for your company. First of all don’t temper your expectations as it takes time to build a site. So plan accordingly, begin with smaller goals and then moving upwards with bigger goals. Remember, all that matters is your vision and perception. If you have set goals in mind then nothing can stop you. Secondly, budget matters. The more you invest to build your SEO profile the more it will reciprocate with good results. Not only keep track of your progress but also keep track of your competitors. It is important to stay ahead.
- Setup Google Analytical and Google Search Console Tools
To get the insights about the websites, webmasters use tools such as Google Analytics and Webmasters tools. Although, the working style of these tools is slightly different. The functions they perform in somewhat slightly different in order to gather and report data. Google analytics let you know about your website when visited by the user. And Webmaster is the tool that lets you know about the Google search engine and what happens prior to the users’ visit.
Setup 2: Keyword Research, Competitors Research & Target Audience
- Understand and Define Key Customer Segments and their Personas
To gain a right prospect, its an inevitable step to not to know your customers. So know your customers first as this will enable you to create a customer profile or customer persona. This will further help you to understand the buying patterns by defining their needs. Also, take into account the customer value i.e. creating the list of best customers and the business they bring you. Now that you know your prospects campaigning will help o attract the customers.
- Topics or Queries v/s Keyword Research
As we know Keywords play a vivid role in every business proposition to generate traffic. If the relevant keywords are used then it will skyrocket the business sales. These days, Google uses Brain Rank (Artificial Intelligence) to generate SERPs so focus on topics and not just the keywords. To bring the traffic on your website, work on conversational queries, topics and long tails keywords to stay one step ahead of the competitors.
- Define Target Audience
It is important that you have your goals set. If your goals are set then you can target the audience. Instead of targeting the masses, target the audience which means provide the content for the particular group of people. Invest your money, time and brain for the targeted audience.
- Competitor Research
It is well said that “keep your friends close and your enemies closer.” This applies to SEO as well. It is wise to keep track of your competitor’s strategies. The main motive of strategic management is to gain and maintain a competitive advantage over the other. Competitive analysis is a great way of analytically comparing company, products, and services against the other within the industry.
Setup 3: Review, Optimize Site Structure
- Review current content management system (CMS) to see how search engine friendly it is
A content management system (CMS) is a platform to manage websites. It offers to support the creation and modification of content on CMS’s like WordPress, Wix, Shopify, Joomla, and Magento. CMS features vary widely. It mostly includes Web-based publishing, format management, history editing and version control, indexing, search, and retrieval. CMS gives you control over.
1) Customizable URL’s to boost SEO
2) SEO best practices for Mobile Content
3) Find Missing titles and descriptions
4) Set canonical URL’s within CMS
5) Social sharing option
6) On Page SEO
7) Page Speed
- Make recommendations on how your CMS can be enhanced to be more engine friendly
It certainly depends on what changes need to be done on CMS to make a website more friendly. The factor that needs to be kept in mind is whether or not CMS advances SEO as it won’t be good if your website is not found on Google. Re-edit your URL’s with high ranking keywords. Add a title, Meta description, Meta keywords and header tags to your CMS. Gain the credibility of the website by adding interconnected links between your pages.
- Review your website’s usability and navigation
In 2015, Google announced that user experience will definitely be one of main SEO ranking factor. The tradition SEO is of no relevance after this announcement. User pattern can bounce off the rate or drop it to minimal in a snap of fingers. The content on the website should be user-friendly so that it increases websites performance. If visitors perceive your website on good terms then they will come back. In the end it all about UX. UX main aim is to convert visitors to consumers. Its role is to:
1) improve the effectiveness of off and on-site findability
2) convert traffic
3) test and tailor experiences to target personas
4) help visitors find what they are looking for.
5) turn visitors into returning visitors
- Define Keywords in Content – take care of Keywords, Consistency, Proximity, Prominence & Cannibalization
A search engine cannot categories your website without keywords. Without keywords, it’s like teaching a kid words instead of alphabets first. The kid would have no background to retain that information. Similarly, keywords form a background and thus Google shows it to the right people but without relevant keywords, your website will not be categorized. It is important that you include keywords in Header, page Title, Meta Description, Meta Description (required for other search engines besides Google), Heading Tags, Sub Heading Tags, Body Content, Image Alt Tags, and Footer.
Using these tactics will generate your more traffic when your own blogs or website content. These are the basics to know how to add keywords.
Setup 4: SEO Visibility
- Fix Duplicate Content Issues
Duplicate content has been cited as the top technical concern by almost all SEO experts. In simple words, “duplicate content” is the content that is exactly similar to your content. Even the secure protocols URLs [HTTP and HTTPS] are the sources of duplicate content. One method to avoid duplication is by applying “crawl directives.” This would enable Google to know the relative value of numerous URL’s. By using “robots.txt” you can let Google know that what particular folders and directories are worth crawling. Robot.txt is a file that allows controlling Google’s bot crawl and index public web pages. Furthermore, canonical tags can avoid content duplication by informing about the duplicate tags to different search engines.
- Review whether HTML and XML sitemaps exits on your site and whether they are optional
Check thoroughly that if the website has a sitemap. A sitemap has the list of all the web pages of a website. It lets search engine crawlers to crawl the website more efficiently. The metadata for each webpage is provided by the sitemap.
- Check the important pages do not contain parameters which make URL’s complex
Overly complex URLs are troublesome for search engines. The complex URLs are not user-friendly, also they are unfriendly to search engine spiders as it could lead to spider traps because they are tipped off that page is dynamically generated.
- Check for broken links and errors
To stay one step ahead of your competitors and gain higher ranking is by fixing your broken links. It is advised to check the links on regular basis. Broken links give a bad user experience and they won’t return to your site. Also, it demonetizes your SEO efforts as it negatively impacts ranking.
- Understand the importance and how to redirect pages
301 redirects the traffic when you have taken down your page. It indicated the users and search engines that the page has been shut down. One the feature of the 301 redirect is that it ensures it passes some authority to the former built on that original URL to the new one. Whereas the 302 redirect is used when a web page is temporarily unavailable but will return in future. Unlike the 301 redirect, the 302 redirect does not pass authority. 302 redirect will make you lose all the link equity.
- Site Speed: check side speed using three different tools
To provide a greater to the users, keeping your site fast is essentially important. It ensures higher conversion rates and higher engagement. A Google PageSpeed Insight is a tool that enables you to make appropriate decisions for increasing the performance of your website. Pingdom Speed Test analyses monitor the speed of a web page i.e. whether it is fast, slow, or too big. It, the, exchanges the data into the form of graphs and charts for easy understanding so that relevant improvements can be made. Further, GTmetrix is a complex and detailed tool to speed test as it checks both pages i.e. PageSpeed and YSlow metrics.
- Check duplicate content
Duplicate content can potentially harm your site as it can sometimes affect search engine rankings. It becomes difficult for Google to decide and pick the relevant version as there is multiple “appreciably similar” content in more than one location. Thus site can suffer low rankings and losses of traffic.
- Add Meta tags to a website
A meta tag is an HTML tag which contains information for search engines for a particular website. It contains keywords which trigger search engines to include the web page in relevant search results. Add meta tags to the Title tag, description tag, and keywords tag for better outcomes.
- Add 400 words content on each page
It’s important that you make the page user-friendly with detailed information on the topic. Happy user, happy Google. There are some pages with 50 words but those sites have good link profile. It is important that your content is no less than 400, and then Google picks it up for search results.
- Don’t forget to add H1 and H2 tags
These define HTML headings. H1 is the most important tag as is usually in the title. These tags are used for the creating the effective headings.H2 is used for subheadings.
- Make sure internal linking is used
The internal link is a hyperlink to another resource. These links allow a user to freely navigate. Also, it promotes spreading ranking power around the websites. So build SEO and user-friendly sites with internal links.
- Understanding the most important way to get indexed
The most important way to get indexed is by sharing on social media. Especially on Facebook and Google+. Also, have a blog that supports your site potentially.
- Know how to check if a page has been indexed in Google
This can be done by examining analytical data. If the website is not receiving organic Google traffic by inspecting the server log then the page has not been indexed. But then you can manually spot check your shortened lists of URLs.
Setup 5: Create Quality Backlinks
The most effective way to generate higher rankings is by getting good backlinks. Backlinks are the links from other websites to your business’s website. Each and every backlink has its credentials. Some are good but some are bad which would certainly drop your rankings. SO stay focused on acquiring good quality backlinks for your website and gain better rankings.
Setup 6: Measure Progress
- Keyword performance and ranking
Keep a check on keywords and monitor them thoroughly. These will generate you higher rankings if your strategies are working.
- Organic Traffic
Keep a check on the numbers of unique users. Note that which keywords are the strongest source for generating organic traffic.
- Incoming Links
For search engines, backlinks are the “votes” for quality content. The more the merrier. Often growing websites have an increasing number of backlinks. SEO SpyGlass offers you to check your backlinks profile
- Indexed Page
As we have said, the more the merrier. This is applicable here as well. The more the pages are indexed by Google the more the probability is there to be found.
- Top Landing Pages
The best way for natural link building is by posting on social media. Facebook, Twitter, and Google+ are all considered as backlinks by Google. So check your social growth for separate landing pages and your domain for better marketing strategies.
- Page Authority, Domain Authority, Citation Flow, Trust Rank
Authority is an important focus for SEO experts. “Page Authority” is the qualitative and authoritative measure for a specific web page whereas “domain authority” is the overall strength of the website. But both of them are vital for the search visibility of your website. Domain authority, trust rank and citation flow are one of the ranking factors. Citation flow predicts the potential of a link i.e. how much influential it is. On the other hand, trust flow is referred to as the quality of backlinks advanced to a website.