Google Friendly means User Friendly – An SEO Perspective
I am going to share what I have learnt in last couple of years working as an SEO Specialist.
I am hopeful my article will be helpful to you. Maybe you rethink on your current SEO strategies or maybe you make a better informed decision hiring right SEO for your Business.
Nonetheless, you will be able to get a clear picture of what exactly is role of an SEO and how can a good SEO help you rank higher on Google and eventually get you more conversions, sales or leads.
But keep in mind SEO is not just giving you boost in rankings but also to ensure you a sustainable competitive advantage and secure your current or future position on SERPS by guiding you on the best practices which SERPS expect from you as a knowledgeable Digital Business.
The whole SEO revolves around 1 factor: KEYWORD
Brands like Amazon, Alibaba, TripAdvisor, etc. make lots of Sales at minimum advertising costs because of the keywords people search over the web which comprise of products and services people are looking for or just questions which people type in on SERPS mainly Google these days.
The 1st step of an SEO is to analyze how many keywords you currently rank for and preparing a list of the keywords which are relevant to your Business.
Let me give you an example: A barber shop would be interested to have keywords like: “Best Barber Shop in Town”, “Barber shop near me”, “Special Male Cut Hair Salon”, etc.
Your SEO would list all of the required keywords you seem interested to rank for as well as suggest you many more to include in this list.
Usually an SEO would also guide you and note down “Level of Competition” against each keyword, Average Volume of these keyword phrases, Bid against each keyword to rank on Google using Google Ads.
Quick Note: If a keyword shows high bid it is certainly high because of its demand which proves that the keyword sells and its valuable to many others (probably competition).
The second step an expert SEO should go for is analysis of your website (audit process) i.e. He will run various tests which might include some of following or more to identify strengths, weaknesses, threats and opportunities (similar to a SWOT Analysis):
- Google Structured Data Testing
- Google Page Speed Insights
- Google Lighthouse Audit
- Page Inspection (Right Click and Inspect Element to read Code)
- Schema Implementation or Analysis (Html tags used)
- Overall Structure of the Website, Purpose of the Website, Nature of the website and Business
- Pingdom and GTMetrix Analysis (Speed Test)
- Google Webmasters Console Analysis (Audit on Current Back links, Authority, etc.)
- Quality of the Content, Unintentional or Intentional Duplication of Content on Various Pages
- Internal Linking Structure and On Page SEO Audit to ensure the page is actually targeting Users it is meant to aim
- Much More but the above ones are must!
Quick Note: You can read about these tools above and how to use them in future posts we will publish. To stay up to date subscribe to our newsletter.
Moving ahead with the topic about roles of an SEO:
One of the regular to do’s of an SEO are to check the ranking of the chosen keywords on daily, weekly or monthly basis and take note of all the modifications made to the pages (technical or content level) so He/She can repeat or avoid based on the results achieved.
What I usually do is I use tool like Authority Labs to track performance of my chosen list of keywords at 5 different Google Search Engines (Canada, US, India, Pakistan, etc.) and place little notes on the excel cells the day any major modification takes place.
You can also build your own crawler that can regularly update your daily position using Excel (commands) – Ask me I will send you a tracker I made for myself.
Few of the To Do’s of an SEO are:
How your own Pages and Content is connected to each other (Intranet type links)
This is indeed the 1st and Most Important Factor in Ranking (Links from third party websites)
Page Technical Audit and Fixes
Comprises of a Checklist of maybe 200 Factors on page. Strongly suggest checking the tools given above in bullets.
Trust Scores & Reputation
This is how Google and many other brands calculate your reputation on Web i.e. DA, PA, etc.
A very important factor in SEO is the use of tags i.e. Titles, Headings, Sub headings, Question/Answer, etc.
Schema Friendliness & Implementation
Helping architect your pages to help Crawlers understand what the content is about and fit them in right places
Content Audit & Suggestion
Use of Language, LSI, Sentences, Length of Articles, Date of Publication, much more.
Tracking & Page Index or Crawl Issues
Ensuring that your pages are getting indexed and also making sure you block robots from reading the pages it should not, etc.
Guest Blogging or 3rd Party Partnerships
Actively engaging with other websites, Q&A forums, helping users by adding value and naturally building links and content relations, etc.
Keyword Analysis, Audit and Usage Tips
Forming Keyword stacks, Focus Keyword strategy defining, working with LSIs, much more to make a page rank better for a group, etc.
Page Speed Insights & Tips
Making sure the pages are fast for various devices i.e. Desktops, Laptops, Mobiles and also at different Internet Speeds, Geographic Locations, etc.
Meta Information or Tags Audit
Use of Tags and taking care of how the Bots present your information on SERPS and running A/B tests to improve CTR, Bounce Rates, etc.
Anchor Texts Internal and External
The use of hyperlinking, internally and externally as well as formulating strategy on basis of User Experience, etc.
Inbound Outbound Linking
Auditing the links coming in from various websites (OFCOURSE) and also making sure your links are good quality i.e HTTPS, Redirected, etc.
Landing Page Experience (UIUX)
Working with Graphics to improve User Experience and also size of DOM Nodes, Minification, Css, JS, Costly Reflows, Understanding Browser Rendering, etc.
Do Follow/No Follow & Disawow Usage & Much More
Working with Links i.e. Whether it should Pass Link Juice or Not, Whether It should be reported for being abusive or not, etc.
The SEO is a very vast field and this is just a beginning. (to be continued…)
Some of the most critical on Page Optimizations include the following:
- Image Optimization
- Optimizing .htaccess
- Fixing Bad Requests
- Reduce Total Page Size
- Removal of Query Strings
- Enabling Browser Caching.
- Leverage browsing caching
- Enabling GZip Compression.
- Core WordPress Optimization.
- Reduce server response time
- Enabling Website Page Caching.
- Minimizing number of total requests.
- Setting up a CDN (Content Delivery Network)
- Eliminate render-blocking JS & CSS files above-the-fold
- HTML, CSS & JS Minification.