SEO Roadmap

Presented by
Shresth Bhatia
Search Engine Optimization (SEO).

Now, the next task is how do we come in Google Page.

The answer is through Search Engine Optimization (SEO).

Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as
a top result for searches of a certain keyword.

It is onus on a business owner to be easily searchable. And when a user

searches something related to your product, make sure to be on the top of
search query.

Why on top?
Look at the heat map, it display how users interacted with Google SERPs.

Now, we know that it pays us greatly to listed in the top page of Search Engine
Result Page (SERP).

But how do we get there?

It requires resources, time and effort, carried strategically that uses many key
elements in order to achieve this. It benefits the organization for very long time.

The first five results on Google get 67% of all clicks

Understanding SEO

Broadly we can divide SEO in three categories:

 On Page SEO: measures taken directly within the website

 Off Page SEO: occur off the website

 Technical SEO: optimizing the website for crawling and

indexing phase

How Google Search Works?

Google spider bots crawls through internet and make the contents available on its google index
(think of it as the indexing in the last pages of textbooks).

And when some one searches online with their keywords (e.g. Best life insurance product),
based on the keywords used Google presents the results from its index and ranks them based
on its algorithm
On Page SEO
Content: I could add 80% weightage of whole SEO to this subheading. We can do all of the optimization techniques around
keywords, descriptions, and internal linking, but if the quality of the contents is not at par, no one is going to visit the site.

Keywords Research: Keyword is basically the words users type on Google to get the search results. Keyword research help us to
identify the search term users are looking for. It guides us towards creating very relevant contents. We then optimize the
website content around those keywords, keeping ourselves very relevant to users looking for solutions online. There are various
online tools which help to identify such high volume keywords.

A internet user searches online: Keywords searched Online life Insurance sbi health insurance plans
Keyword type Short tail keyword Long tail keyword
Average search (monthly) 10 K - 100 K 1 K – 10 K

Though the keyword “Life Insurance” has more search volume (average monthly search) than the keyword “sbi health insurance
plans” but the purchase intention of a user in the second case seems higher.

So, we don’t always look for higher search volume of keywords but also the intention and relevance of that keyword with our
brands.

After shortlisting the keywords based on search volume, relevancy and intention, we design our contents based on keywords and
we insert those keywords in our content. Now when someone searches his query online, if Google find the contents relevant to
the keywords searched by the user, Google present the content to user in their search page. So, the more relevant Google thinks
the content is with respect to the user searched keywords (query) ,the higher the website ranks on search page.
On Page SEO

Title Tag
The title tag refers to the title of a web page, or the main heading you see in the SERP, and is one of the most important on-page
SEO factors.

Meta Description
A meta description is a short description that appears below the URL on a search engine results page and below a headline in a
social post. It describes the content on that page but, more importantly, it’s written to help your web page stand out in the list of
SERP results.

Alt Text
Alt text refers to the word or phrase that can be attributed to a picture file to help ensure it gets indexed and so search engines
understand what it is since they can’t see images (they only see text).
On Page SEO
Internal Linking
Speaking of linking, internally linking related pages on your website is another important factor of on-page SEO. Linking to
different relevant pages on your site keeps visitors engaged for longer time and makes it easier for search engines to crawl
everything.

URL Structure
In addition to the factors listed above, an organized URL structure is important for today’s marketers because it allows search
engines to crawl from page-to-page on your website easily and makes navigation more efficient for visitors. URLs should contain
keywords that reflect the pages they direct to.

Breadcrumb Navigation
Breadcrumbs are navigational aids that inform website visitors where they are on your site and also help Google understand the
structure of your website.
Off Page SEO

Backlinks
The number and quality of backlinks one have on their website is undoubtedly the biggest factor of off-page SEO. The more sites
linking to the content, the more domain authority Google grants to the website, thus boosting the ranking. There are several
organic approaches one can take that produce effective results, such as:

• Guest blogging
• Being featured in industry trade publications
• Seeking out contacts in the industry who’d be happy to share your content
• Press Releases
• Guesting on a podcast
• Participating in an industry community such as a forum
• Hosting events (in person or virtual).
Off Page SEO
Social Promotion
While page ranking isn’t tied directly to the interactions on a social media post, social posts that generate a lot of clicks will
certainly help boost traffic to the site and generate a ton of link shares.

Local SEO
Online reviews on sites like Google My Business, Yelp, and other review sites help boost local SEO because they revolve around
where you are.

PPC (Google, Twitter, Facebook, LinkedIn)

When the website is still getting off the ground, one need to get visitors, and PPC can help with that. If one has good content
that they are promoting with PPC, it generates more traffic to their site, resulting in more backlinks to the website and other
forms of ranking factors.
Technical SEO
Technical SEO is the process of optimizing the crawling, indexing, and rendering phase of your website to achieve higher search
rankings.

Make sure that website is mobile-friendly

One of the major Google algorithm updates in 2015 was to give increased preference to mobile-friendly, responsive websites. In
what was termed as “Mobilegeddon,” several top websites were penalized for not adopting a more mobile-friendly web template.

Create and optimize XML sitemap

Sitemaps are necessary for Google to find and index webpages.

Speed up the website

Site speed matters. Make no mistake. If the site is slow and takes a long time to respond, Google will place a small penalty on
website.

Install an SSL certificate for the website

Google confirmed back in 2014 that SSL certificates aka HTTPS encryptions are now a ranking signal.

Check and fix crawl errors in google search console

Check for crawl errors in Google Search Console once a week and fix them promptly as these are serious technical issues that may
hinder the performance of website and hurt the rankings.

Fix your site errors by performing weekly technical SEO site audits
Fix SEO issues by running a weekly technical SEO audit. There are several tools as Semrush, Moz, and Ahrefs in the market that
can help to fix this.