on page seo – techniques to boost your ranking by malhar barai
TRANSCRIPT
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ON-PAGE SEO
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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
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Agenda For Today
? Site Speed How and Why of Meta Tags Keyword Strategy for better ranking Link Strategy
Can you afford to miss??
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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!
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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!
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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!
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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!
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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
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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
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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
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2. Meta Tags
1. Meta Tags are still IMPORTANT
Description
Title
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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
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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
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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
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Meta Tags - Tools
1. Other platforms – Wordstream Keyword Tool, SEO Mofo SERP Optimization Tool, Raven Tool
2. Wordpress – Yoast SEO, All-in-One SEO
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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
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How People Search
1. Word search (2-3 words)
2. Phase search (4+ words)
3. Voice Search
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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
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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
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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
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Keyword Strategy – Tools
1. Google Keywords Planner is one of the best tool, access it from Adwords
2. Ubersuggest3. SEMrush – Study competitor keyword Strategy
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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
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Link Building – Take care of basics
1. Have static URL
2. Create XML sitemap3. Deeper indexing of pages via internal linking4. Enable Social Sharing
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Link Building – Advanced Tactics
1. Skyscraper Technique2. Infographics and other Rich Media3. Broken Link Technique4. Outreach campaigns
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Link Building – Tools
1. Open Site Explorer2. Ahref3. Buzzsumo4. Buzzstream5. Raven Tools6. GWT & Google Search